Marketing Speak

John Chow is the original dot com mogul -- as well as being an author, speaker, blogger, father, and entrepreneur. He rocketed onto the blogging scene when he showed the income power of blogging with a case study to see what it would take to make $3,000 a month. In this conversation, John walks us through many of the details involved in how he achieved this overwhelming success. The interview is full of invaluable tips and insights on various aspects of how to succeed in making money online. Find Out More About John Here: JohnChow.com@JohnChow on TwitterJohn Chow on FacebookJohn Chow on YouTube In This Episode: [01:37] - John shares his biggest aha moment, which was when he discovered that you can make money online. [05:14] - How long did it take John to go from making $0 to making $10,000 a month on his site? He answers, then walks us through the journey of his site through the dot com boom and bust. [08:55] - After Adsense came along, John had a bit of learning curve in figuring out ad placement, colors, and so on. After four to five months, he was making good money again. [09:47] - John talks about the social media boom, which was when things started taking off for him again. He explains how he got into blogging, and talks about being called out on talking about making money by blogging when his blog wasn’t making any money. [13:05] - In response to being called out, John made a case study involving monthly posts about his blog’s income. The goal was to make $3,000 a month on two hours a day. [16:18] -  John explains why other bloggers are able to post their monthly income still, even though he needed to stop due to requests from his advertisers. [17:10] - John stopped using AdSense after about a year and a half. He then explains why he decided to focus on making more money per visitor instead of getting more visitors. [19:08] - We learn more about the products that John has on his site now. [20:26] - John talks more about affiliate marketing. [21:58] - Did John create a course specifically about email marketing using AWeber, or was it more generically about email marketing? After answering, John talks about his choice not to disclose his affiliation with AWeber in his first ebook, before there were stringent guidelines on doing so. [24:34] - John gives us some sense of approximately how much of his income is from affiliate marketing versus his own products. He then discusses adding higher-price items without increasing his time per day. [26:52] - John still works around two hours a day on average. [27:35] - Is this podcast part of John’s two hours a day, or is it in addition to that time? [28:45] - John walks us through how he monetizes his videos. [30:18] - What does John recommend as a next step for someone who is using AdSense? [32:18] - John offers some insight into how to best use AdSense in terms of size, placement, and style. [35:49] - Stephan reveals that his oldest daughter made money on AdSense as a teenager. [37:21] - How often does John recommend blogging to keep up momentum? In his answer, he reveals that he believes his consistency is one of the main keys to his success. [41:28] - Does John theme his days, as recommended by Mike Vardy? Stephan then brings up the concept of having free day, buffer days, and focus days. [43:54] - John sometimes does episodes while he’s driving, he explains. He and Stephan discuss the safety of multitasking this way. [45:32] - Currently, all the traffic to John’s YouTube channel and blog is organic. [47:06] - What is John doing from an SEO standpoint? As he answers, he talks about another (somewhat inadvertent) case study he did on whether you can build a blog without Google. [49:52] - John recommends Affiliate Summit as his favorite conference. The book he’s currently reading is No Excuses! by Brian Tracy. Links and Resources: JohnChow.com@JohnChow on TwitterJohn Chow on FacebookJohn Chow on YouTubeThe TechZoneResellerRatingsAdSenseAWeberSean Cannell on Marketing SpeakOIO PublisherChloe Spencer on Marketing SpeakMike Vardy on the Optimized GeekThe Marketing in Your Car podcast by Russell BrunsonAffiliate SummitShawn Collins on Marketing SpeakNo Excuses! by Brian TracyEat That Frog! by Brian Tracy

Today we're talking to Sean Cannell, who is an avid YouTuber and a cofounder of the popular YouTube channel Video Influencers. As you might suspect, that means he’s an expert on YouTube marketing. He’s the go-to guy if you want to improve your YouTube engagement or deepen your understanding of the platform. We get down to the nitty-gritty on how you can improve your presence on YouTube and Beyond! Find Out More About Sean Here: Sean Cannell@SeanCannell on Twitterlearnyoutubetoday.com In This Episode: [02:03] - Sean discusses the difference between tactics and strategy as they relate to YouTube. He emphasizes the importance of starting with a strategy instead of tactics. [04:17] - What advice does Sean have for podcasters wanting to leverage their podcasts on YouTube? [07:29] - Sean is doing video everywhere, not just on YouTube, he explains. However, YouTube is his favorite outlet. He talks about the different psychology between Facebook and YouTube users. [11:17] - Sean touches on the use of YouTube videos on LinkedIn. [11:26] - Stephan offers an example of his own (involving Jonathan Fields) about the importance of understanding the algorithm you’re dealing with. [13:31] - We hear Sean’s thoughts on SnapChat and its lack of lasting, ongoing content. [15:30] - Sean talks about his thought process when decided between different kinds of show formats (such as one-man shows, interviews, etc.) and possible topics. [19:26] - How important is whiteboarding? It’s critical, Sean answers, and explains why. [22:19] - Sean talks about his usage of b-roll and screensharing. [24:18] - Sean discusses using webinars as YouTube videos. He gives advice on how to create interest in the replay of the webinar. [27:16] - What sorts of funnels is Sean using across the different monetization strategies that he uses? [29:09] - Sean talks about baby offers or tripwires, explaining what he means with the terms and how he applies the concept. [32:09] - Stephan recaps some of what Sean has been saying to make sure it’s clear. [32:33] - Making a video unlisted is the YouTube equivalent of a gateway video, Sean explains. He and Stephan then talk about Wistia and its turnstyle option. [34:33] - Sean discusses his views on scaling. He also talks about viral videos. [39:49] - VidCon is more fan-based than business-focused, Sean says, and suggests getting industry tickets if you decide to go. A better conference is VidSummit. [41:26] - Stephan talks about his experience at VidCon, including learning who The Try Guys are. Sean expands on what Stephan has been saying and talks about influencer marketing. [44:41] - Sean discusses metrics in terms of the price of influencer marketing. [49:07] - Sean talks about his video How to Get Free Stuff on Amazon, which has close to two million views. He then explains YouTube’s analytics and the metrics that the site particularly values. [52:39] - Stephan starts off a lightning round of quick questions and answers. The first question: what’s the best time to post on YouTube? [53:52] - What’s some of Sean’s favorite equipment? His biggest tip is to start with whatever you have. He then goes on to give tips on some product [56:13] - What software does Sean recommend? [56:56] - What does Sean do to pimp out video thumbnails? [57:44] - How do you pimp out your channel page? In response, Sean offers seven quick tips. [61:39] - What’s the best way to get in touch with Sean? Take Your Marketing to the Next Level: Take a step back and think about the content that I’ll be delivering to add value to my target audience. Use this to create my strategy for my YouTube channel. Think of my YouTube channel in terms of having a show. This means uploading something regularly (at least weekly, if not more often). Instead of trying to add videos to my podcasts, shoot solo videos for YouTube. I can then use the audio from those videos as podcast episodes. Links and Resources: Sean Cannell @SeanCannell on TwitterLearnyoutubetoday.comThe School of Greatness podcastJonathan Fields on the Optimized GeekMarie ForleoRand FishkinMozBrendon BurchardOBSVideo Ranking AcademyWistiaJamie Salvatori on Marketing SpeakVidConVidSummitVloggerFairThe Try GuysSocial BluebookHow to Get Free Stuff on AmazonYouTube Equipment List for Making VideosRode smartLav+ Lavalier MicrophoneRode NTG2 Condenser Shotgun MicrophoneMevo - Live Event Camera for iOS devicesArkon iPhone Tripod Mountlimo studioWirecastCanvaHow to Make a YouTube Custom Thumbnail TutorialThe Very Thing That Terrifies You Is Where Your Treasure Lies: Stephan Spencer Huffington Post Article

Today we're talking with Brad Geddes, who has been involved with PPC since 1998, so he’s an early pioneer of the pay-per-click advertising model. In our conversation, he shares his expertise by getting into the nitty-gritty of PPC. He gives particularly great and in-depth advice about audience targeting and various ways of managing different types of keywords. He also openly discusses his favorite tools, techniques, and strategies for various aspects of effective PPC advertising. Find Out More About Brad Here: Brad Geddes on LinkedInBrad Geddes on Facebook@bgtheory on TwitterCertified KnowledgeAdAlysis In This Episode: [01:03] - What are some of the biggest mistakes Brad sees people doing with AdWords or with PPC in general? [03:29] - Brad talks more about audience targeting. [05:22] - For people who aren’t familiar with the term “lookalike,” Brad defines what it means through a clear example. [07:11] - Google and Facebook are the two largest engines that offer lookalike audiences. [08:27] - Brad defines “retargeting,” then talks about the concept in more detail. [10:23] - If you want to have multiple kinds of ads (such as display advertising, search ads, and retargeting), what should the mix look like? [13:34] - Brad gives advice on how to proceed if you want to target individuals but you don’t have their email addresses. [14:21] - Is there a time limit for how long a remarketing audience stays, and does it vary by platform? [16:32] - Brad talks about what scale means to him. He clarifies that to him, it’s a minimum of 5 to 10 times what you have now. He then goes on to talk about ways of scaling properly. [20:42] - Brad takes a moment to define some terms that may be unfamiliar to listeners, such as responsive ads, lightbox ads, and in-market audiences. [24:16] - What are Brad’s recommendations on how to design display ads? He admits he’s a terrible designer and doesn’t even have Photoshop, but then explains that Google has a way of making HTML5 ads. [27:00] - Brad explains what dayparting is, and talks us through how using it can be an effective strategy. [29:25] - We learn more about negative keywords and broad match. [33:11] - Brad discusses various softwares that are relevant to the techniques he’s just been describing. [35:08] - We learn about different kinds of negative keywords, and how to use each type. He then talks about the number of negative keywords across these types. [38:50] - Stephan and Brad talk about ad groups in AdWords. [40:11] - How many ad groups would Brad have with a typical client? [41:50] - Brad addresses the topic of when it is (and isn’t) worth it to buy your brand name as one of your keywords. [44:44] - Brad clarifies the scope of what he does. He then addresses Stephan’s question about doing audits for new clients (in terms of time and cost). [46:28] - What would someone expect to spend if they hire an agency? After answering, Brad offers recommendations on how often to check on the performance of the agency you’re working with. [49:13] - We hear Brad’s thoughts on dynamic insertion ads. He then shares his favorite ad customizers. [50:47] - Brad speaks to the importance of congruence between the ad and the landing page. [51:52] - Brad runs through the ad extensions available for AdWords. [55:07] - Other than AdAlysis, what products does Brad like? [57:02] - Brad lists some of his favorite online tools, explaining what he likes about each one. [58:56] - For ad testing, what are Brad’s favorite platforms and procedures? [60:58] - Brad shares his thoughts on YouTube ads, and how they compare to ads in other places. [63:11] - What are the next steps if someone wants to connect with Brad? Take Your Marketing to the Next Level: Track all transactions occurring on my site. This provides valuable (and necessary) customer behavior information. Focus on detailed audience targeting. For example, if someone abandoned their shopping cart, advertise to them with products from their shopping cart. Use lookalikes to target potential audiences with more specific, tailored, relevant advertising. Links and Resources: Brad Geddes on LinkedInBrad Geddes on Facebook@bgtheory on TwitterCertified KnowledgeAdAlysisAdvanced Google Adwords99designsUpworkBannercloudJon Shugart on Marketing SpeakBlendtecTommie Powers on Marketing SpeakGoogle Search ConsoleOrganic Search & Paid Search: Are They Synergistic Or Cannibalistic?Google AnalyticsGoogle Data StudioAcquisioAdobe Media OptimizerMarinKenshooGoogle Adwords Keyword PlannerSEMrushSpyFuAdgoorooAdbeatMoatFeedlyNuzzelSearchCapPPC HeroThink with GoogleOptimizelyVisual Website OptimizerLiveBallHotjarUnbounce

When it comes to advertising on Facebook, Keith Krance is the expert. He’s the author of the bestselling book The Ultimate Guide to Facebook Advertising. And today he’s here with us! You’ll hear him get into the nitty gritty of Facebook advertising, sharing tips, strategies, and techniques for how to get the most out of your Facebook ad spend. We also talk about how to scale campaigns on Facebook, explaining why using a smaller budget and letting Facebook have time to do its work can be an effective strategy. Find Out More About Keith Here: Dominate Web MediaKeith Krance on LinkedIn   In This Episode:   [01:24] - Keith talks about his recent five-day Facebook advertising event. He explains why he held the event, and talks about some of the topics that were covered there. [05:22] - We hear more about effective (and ineffective) hooks in Facebook advertising. [9:01] - Keith returns to the upside he mentioned a moment earlier, using an example of being in health and fitness. [11:31] - We learn what the letters stand for in the UPSYD (pronounced “upside”) ladder that Keith talked about. U is for unaware, P is for problem-aware, S is for solution-aware, Y is for your solution, and D is for deal. [16:43] - Stephan steps in for a moment to clarify what Keith has been saying. [17:12] - Your sweet spot may be the people who are aware of the problem but not the solution, Keith explains. He explains what he means using the example of playing bass guitar. [21:15] - Keith responds to Stephan’s comment about providing results in advance by offering an example of one of their clients. [23:08] - Stephan changes things up by inviting Keith to critique one of his ads. He describes it in detail, setting the scene for Keith’s advice. [25:35] - Keith offers his feedback to Stephan’s ad. His biggest point is to move further down on the UPSYD ladder to appeal to less of a niche audience. He also goes on to recommend simplifying terminology and gives a couple examples of how to do so. [37:25] - Does Keith think that driving people directly to a webinar sign-up from a Facebook ad is too much too soon? [40:22] - Stephan mentions that it sounds like he should be replacing his image ad with a video giving a keynote presentation that offers value on its own. Keith agrees, and clarifies. He mentions his three-step video ad guide. He then goes on to talk about the length a video should be. [44:54] - How do you “Facebookize” a YouTube video? [46:51] - Keith talks about how to scale campaigns on Facebook, explaining why using a smaller budget and letting Facebook have time to do its work can be an effective strategy. [52:22] - With only a few minutes to go, Stephan starts a rapid question session for Keith. First up: what is critical to have in the first few seconds of an ad on Facebook to capture the audience’s attention? [53:01] - Does Keith ask any trick questions when interviewing people to hire? [53:41] - Any tips about Facebook exclusion lists? [57:03] - What are Keith’s best practices for the images or the headline? [59:06] - Keith lists the best ways to reach him if you want to learn more, take his training, or work with his agency.   Take Your Marketing to the Next Level: Offer something of value to potential customers without necessarily including a pitch at the end. This can pay off in the long run. Write down three potential effective hooks for my product or service, and three that might be less effective, to help clarify the difference. Write down five compelling hooks for my product or service: one for people at each of the five UPSYD stages.   Links and Resources: Dominate Web MediaKeith Krance on LinkedInDominate Web MediaKeith Krance on LinkedInThe Ultimate Guide to Facebook AdvertisingPerpetual TrafficMolly Pittman on Marketing SpeakRalph BurnsEugene SchwartzSamCart Intermittent fastingThe Optimized GeekBulletproof Dave Asprey on the Optimized GeekFrank KernDennis YuPerpetual Traffic interview with Dennis YuContagious: Why Things Catch On by Jonah BergerYoutility by Jay BaerSEMRushSearchmetricsSimilarWebThe Wizard of Ads by Roy H. WilliamsThe 3-Step FormulaThe 3 Biggest Mistakes Businesses Make With Their Social Media Marketing StrategiesPre-Suasion by Robert Cialdini

Today we're talking to Jamie Salvatori, an expert in viral videos. He's the founder of Vat19.com, which is an eCommerce store featuring unique and quirky gifts, toys, candy, and curiously awesome oddities. Its YouTube channel currently boasts 3.5 million subscribers and nearly 3 billion video views. We discuss his views on marketing, and how to “try everything” in order to get your video seen. Find Out More About Jamie Here: Jamie Salvatori on LinkedIn In This Episode: [01:02] - Jamie talks about reaching that high level of YouTube success, crediting a lot of it to luck. [02:28] - We hear about Jamie’s background in computer science and engineering. [05:24] - Jamie responds to Stephan’s comment that it seems like they have creating viral videos down to a formula. [07:15] - Jamie walks us through the steps of the ideation process at Vat19.com, and explains how different it used to be from the way it is now. He also explains the benefits of a silent brainstorming session. Stephan responds by talking about how this relates to his conversation with Bill Donius on the Optimized Geek. [12:08] - We hear about Vat19’s party gummy music video. [13:59] - What would be a video that Jamie is particularly proud of, and came up with the idea for? [16:46] - Jamie talks specifically about Vat19’s scripts, describing their format. [18:10] - In the Real Food vs. Gummy Food Challenge, Jamie had to eat a real worm. He and Stephan talk more about the video. [21:23] - Stephan and Jamie talk more about videos, using the metaphor of planning a trip to emphasize the importance of planning your outcome. They then talk about the videos that fell flat instead of going viral. [25:45] - What are some of Jamie’s favorite Vat19 products? He then talks about some of his current favorite products, such as a dual-scented prank candle and prank birthday cards that don’t stop playing until the battery runs out. [30:56] - Jamie talks about the watch time on a four-hour video. He then compares Facebook and YouTube for video content. [34:44] - Stephan talks about some of the primary difference he hears about viewing habits between Facebook and YouTube. Jamie then adds his insight. [37:42] - Jamie’s advice for getting your videos out there is “try everything.” He also talks about the importance of a long-term YouTube strategy. [42:41] - Jamie isn’t convinced that there’s a formula for going viral, and credits much of their success to luck. [44:19] - Stephan returns to the topic of going viral on Facebook rather than YouTube. Jamie then talks about Vat19’s strategy for Facebook, and he and Stephan then talks about techniques (and a couple other Marketing Speak episodes you should listen to: Molly Pittman and Nicholas Kusmich). [49:40] - Jamie talks about his views on marketing, which involve trial and error as well as committing to something long enough to see whether it pays off. [53:06] - Jamie clarifies that he’s speaking from his personal experience with this one business, and isn’t necessarily advocating that these strategies would work for other businesses. Take Your Marketing to the Next Level: Find amazing and interesting products that I love to feature, and then have fun creating the videos for them. Start by deciding how long I think it should take to shoot the video, what the goal of the video should be, and what I want to accomplish with it. Bring my team together for a brainstorming session. Everyone should write in silence for a few minutes, then give what they’ve written to the script writers to use in making a draft. Links and Resources: Jamie Salvatori on LinkedInBill Donius on the Optimized GeekThe 26-Pound Gummy BearReal Food vs. Gummy Food ChallengeOrbeezStank Prank CandleJoker Birthday CardOval Office Cold Open on SNLMolly Pittman on Marketing SpeakNicholas Kusmich on Marketing Speak 6ft inflatable soccer ballPouch CouchBeardo

Today's guest is Tamsen Webster who's a brilliant keynote speaker and change strategist. She’s also an insightful “idea whisperer” who knows how to bring a talk or presentation to life. Her experience with the topic runs deep; she’s the executive director of the oldest (and one of the largest) locally organized TED talk events in the world. She’s particularly noteworthy for her simple yet powerful “red thread” framework, which she’ll explore in depth in this episode. Find Out More About Tamsen Here: @tamadear on Twitter@TamsenWebster on FacebookTamsenWebster.comFind the Red Thread on YouTube   In This Episode:   [01:21] - Tamsen describes her framework, called the “red thread.” [02:43] - The “red thread” is a Scandinavian phase related to the Greek myth of the minotaur and the labyrinth. Tamsen explains the origin, and then explores how it relates to her framework. [06:28] - Tamsen walks us through her framework in more detail, mapping the various steps back to the labyrinth myth and her red thread concept. She explores the process of identifying the goal, the problem, the idea or diagnosis, and the change or solution. [15:32] - We reach the last piece in putting a talk together: actions. [17:04] - Stephan gives Tamsen an example: she’s trying to convince someone who doesn’t believe they have a problem as a speaker that this framework is the change that is required. What would be the goal, problem, idea, change, and actions in that scenario? [20:04] - In response to Tamsen’s answer to his question, Stephan talks about the concept of the “wall of context” he’s been exploring on his other podcast, the Optimized Geek. Tamsen then expands on what Stephan has been saying, explaining that the audience needs to have its goal met on two levels: intellectual and emotional. [23:23] - How could you match Tamsen’s framework with Stephan’s recent talk, “Seven Steps to Hiring an Insanely Great SEO”? [25:11] - Tamsen explains what she means when she says that details obscure meaning. [29:06] - We learn what the most important word in your mind when putting together a talk or a message should be. [33:33] - Stephan expands on what Tamsen has been saying. [34:31] - Stephan returns to the example of redoing his talk to use Tamsen’s framework. He gives an example of one of his steps, and she explains how to fit it into her red thread concept by walking her through her thought process. She asks questions to help get to insightful answers, which serves as a great example of questions to ask yourself about your talks. [43:21] - After hearing Tamsen’s answer, Stephan unfolds what she has been saying and draws out another aspect of it. She then digs deeper into the structure of using her framework for a talk. [46:38] - Tamsen offers some thoughts and insight for people who have been doing how-based talks instead of why-based talks, and wants to get keynote speaking gigs instead of just breakout sessions. [52:48] - How can people reach Tamsen? She recommends going to her site at TamsenWebster.com.   Links and Resources: @tamadear on Twitter@TamsenWebster on FacebookTamsenWebster.comFind the Red Thread on YouTubeThinking, Fast and Slow by Daniel KahnemanThe Optimized GeekAnn HandleyBigger, Braver, Bolder Content Marketing

Today's episode features Marcus Tandler who cofounded and runs the enterprise SEO software company OnPage.org, which has the goal of helping people create better websites that rank better in search engines. Marcus, a native of Munich, Germany, is a former super affiliate who was at one point in Commission Junction’s top 5 earners in all of Europe. also runs a super-exclusive conference (or think tank, to use his terms) called SEOktoberfest in Munich every year. In our chat, Marcus takes the time to share much many of his work experiences with us. Find Out More About Marcus Here: MarcusTandler on LinkedIn@mediadonis on TwitterMarcus Tandler on Facebook In This Episode: [01:06] - Why did Marcus decide to switch from affiliate marketing to running a software service company? [05:18] - Stephan steps in for a moment to share an origin story of his own. [06:55] - Marcus shares his thoughts on what Stephan did, which he believes was a smart strategy. He and Stephan then go on to discuss their companies and work experiences. [11:27] - Stephan brings up the idea of surrounding yourself with people who are smarter than you. Marcus agrees and gives an example of having done this. [14:17] - We learn about how private SEOktoberfest is, and how it’s structured in terms of experts and attendees. [16:52] - Marcus and Stephan engage in a role-playing exercise by giving each other cool information, the way they might at a mastermind or think tank. [18:02] - Stephan’s first contribution involves YouTube searching on Google Trends. His second is about Christoph Cemper’s research on 302s being better at passing the SEO benefit over time (versus 301s). [20:36] - Stephan shares a story about Greg Boser and Todd Friesen. [25:01] - We hear about Marcus’ and Stephan’s thoughts on the pill-pushing game. [27:22] - Certain black hat techniques stopped working in 2007 or 2008, Marcus explains. [32:49] - Stephan and Marcus talk about the featured snippet, or instant answer, on Google. [34:23] - We hear more about SEMrush, and a tool it offers related to featured snippets. [35:37] - Marcus takes his turn for sharing ideas. He talks about TF-IDF analysis, a major topic in German SEO circles. [38:41] - Marcus offers a reverse example of what he’s been talking about. [45:11] - We hear an example about the kind of thought process Marcus has been describing, from Stephan this time. He talks about Homesteading.com and the fact that one of their articles outranks the home page on Google. [48-31] - What does Marcus think of latent semantic indexing (LSI)? [52:42] - Are there any free tools that give some actionable insight into TF-IDF? Marcus reveals that a limited version of this tool is available in the free version of OnPage. [54:31] - Stephan and Marcus touch on the problem of using the disallow directive instead of no-indexing pages. [55:22] - Marcus talks about some common SEO screw-ups that OnPage can find. [60:14] - Marcus’ company doesn’t offer any consulting services. Here, he explains why. Links and Resources: MarcusTandler on LinkedIn@mediadonis on TwitterMarcus Tandler on FacebookOnPage.orgScreaming FrogAlta VistaBlack hat SEOFireballWar Room MastermindChristoph Cemper11 More Things You Didn’t Know About Links and Redirects by Christoph CemperGreg BoserTodd FriesenSEMrushTF-IDF Homesteading.comMarcus Tober on Marketing Speak

This Week’s Guest: There are three “M”s in transforming your business: mentors, modeling, and masterminds. In this episode, we’ll hear about all three from the remarkable Roland Frasier. Roland is a principal partner at DigitalMarketer.com, which produces the Traffic & Conversion Summit. If you don’t recognize DigitalMarketer.com in that context, you may recognize it because we’ve had two guests from the company on previous episodes of this podcast: Molly Pitman and Christine Hass. But let’s get back to Roland. He started in real estate at 18 years old, then went on to found one of the top law firms in San Diego. From there, he transitioned into marketing. Now, he’s a principal at Idea Incubator, which owns DigitalMarketer.com and NativeCommerce.com. He and his business partners, Ryan Deiss and Perry Belcher, have four companies on the Inc 5000 list. Find Out More About Roland Here: Roland FrasierRoland Frasier on Facebook@RolandFrasier on TwitterRoland Frasier on LinkedIn In This Episode: [01:52] - We hear about how Roland got started in online marketing, and how he made the transition from law. He also discusses getting to know Ryan Deiss and Perry Belcher (CHECK AND LINK NAMES) [08:04] - Roland talks about the War Room, a high-end mastermind for people who are doing business. The minimum to join is doing 7 figures a year in business, he explains, then goes into more depth about the group itself. [14:13] - Stephan reveals that he hasn’t participated in the War Room yet, but has been involved with Tony Robbins’ Platinum Partnership. [15:00] - What makes the War Room different from other high-level masterminds? [17:50] - Stephan steps in for a moment to talk about Tony Robbins. [19:03] - Network and perspective are major foundations, Roland says, and explains that the perspective offered in the War Room is invaluable. [20:10] - We hear about the fee for being in the War Room. Stephan then spends some time talking about The Society. [24:20] - What did the evolution of working with mentors look like for Roland? [28:49] - Roland talks about how to incentivize a mentor to work with you. He also explores the difference between coaches, mentors, and masterminds. [33:22] - Roland is mentoring his sons, but also tends to be fairly available to help people who ask. He doesn’t have any formal mentees, but has quite a few people to whom he provides ongoing support. [34:42] - We hear more about Roland’s business relationship with his 25-year-old son, who was interested in what Roland did from the time he was a teenager. [38:14] - Stephan discusses the importance of not giving handouts to people (particularly your children) too easily. Roland agrees, and elaborates on the point. [39:26] - Does Roland have his son pay to take part in War Room events? It’s a trade, Roland answers, and explains the arrangement they have. [40:50] - In response to Roland’s talk about his son, Stephan talks about his daughter, Chloe Spencer, who has actually been on Marketing Speak. [42:59] - Roland explains how his son found a business contact. [44:14] - We learn about Roland’s relationship with Frank Kern, who has become one of his closest friends. [46:31] - Stephan and Roland talk about the idea that you’re the average of the five people you hang out with the most. [48:27] - One of the key things Stephan uses when he’s deciding whether to hire someone is the “honesty test,” which he explains here. [49:40] - Roland offers some final advice. Links and Resources: Roland FrasierRoland Frasier on Facebook@RolandFrasier on TwitterTraffic & Conversion SummitWar Room MastermindPlatinum PartnershipGenius NetworkTime Collapsing AcademyFlight Club MastermindMaverick1000The SocietyThe Socratic methodChloe Spencer (on Marketing Speak)

In this episode, we talk to Brian Richards, an internationally recognized expert on branding. He founded New Zealand’s first full-service consultancy specializing in brand strategy and design and his team works all over the world. Brian’s unique methodology has been recognized by universities and marketing circles internationally. In this conversation, he shares it with Marketing Speak listeners, offering a high level of insight into what goes into successful, compelling branding. Find Out More About Brian Here: Richards PartnersBrian RichardsBrian R. Richards on LinkedIn In This Episode: [01:41] - What is -- and isn’t -- branding? [02:47] - Brian offers Red Bull as an example of a company that does branding well, then offers a current case, of resin, as a business-to-business example. [04:14] - Brian moves onto talking about cement, specifically Holcim, and how he found that cement is what dreams are made of, not just a powder. [08:18] - We learn about the process that you need to go through before you start designing a logo or tagline. [10:59] - Brian talks more about how he works with senior management teams on defining the vision, values, and purpose. [12:00] - What makes Brian’s method unique and special? [13:04] - We hear more about the difference between large consulting firms and what Brian does (which involves more intuition and imagination). [14:20] - Brian shares his opinions on customer research and surveys. [15:56] - Is Brian a fan of net promoter scores? [17:58] - Brian talks about the work that came out of Stanford regarding rapid innovation, and explains what he finds interesting about it. [19:09] - New Zealand’s relatively small population has made it energetic and inventive, Brian says. [20:58] - About two-thirds of the work done by Brian’s company is for export clients. [23:42] - Brian walks us through a project to illustrate how hs process works. [31:20] - We learn about how important it is to avoid superlatives and words like “leading” or “leader,” and why it’s a benefit to acknowledge the downsides of your brand or product. [32:58] - Stephan talks about an example of brutal honesty in marketing: a girl scout who sent out an email with frank reviews of each kind of cookie. [33:46] - Brian responds to Stephan’s story, pointing out that we’re all humans and like to be treated with respect. [34:35] - We hear Brian’s thoughts on brand anthems. [36:15] - What’s the difference between an archetype, a persona, and an avatar? [38:00] - It’s essential to write brand stories as part of the branding process, Brian says. [39:07] - Where does the brand guidelines or brand standards document or manual fit into this process? [42:00] - Brian talks about what makes a brand infections. [43:36] - Stephan shares a story about Zappos and the type of unsolicited extras that make the brand infectious. [46:18] - Brian and Stephan talk about the definition of a brand. [48:57] - We learn more about Holcim, the cement company Brian had discussed earlier. [52:42] - Brian explains how he created the tension of opposites in the case of Holcim. [53:59] - Does Brian have an example of a case in which he changed the company culture because of his branding exercise? [56:42] - When asked about “sticky content,” Brian talks about Icebreaker Clothing. [59:00] - Brian offers ways to get in touch with him and his company. Links and Resources: Richards PartnersBrian RichardsBrian R. Richards on LinkedInRed BullHolcimGirl Scout cookies reviewSally Hogshead episode on Marketing Speak Icebreaker ClothingSticky contentZappos Story

In this conversation we talk to Tucker Max, who has the remarkable honor of being one of only three writers ever to have had three books on the New York Times nonfiction bestseller list at the same time. We talk about his company (Book in a Box), as well as how to turn an idea or your knowledge into a book, and then how to make that book a bestseller. Find Out More About Tucker Here: tucker@bookinabox.comTuckermax.com@TuckerMax on Twitter@TuckerMax on Facebook   In This Episode:   [01:59] - How did Tucker go from having no bestsellers to having a bestselling book? [03:09] - Tucker discusses his view on the importance of having a perfect writing voice or great writing chops. [05:48] - We learn about Tucker’s evolution, and when he realized that his writing was book-worthy. He also shares his experience of the process of getting published. [09:57] - Tucker shares his reaction when publishers started approaching him after having previously sent him some pretty harsh rejections. [11:00] - How did Tucker manage to get three books on the New York Times nonfiction bestseller list at the same time? [14:32] - Tucker came up with the marketing strategy he just described on his own. He also talks about the influence he’s had on Ryan Holiday. [16:46] - Amazon doesn’t like it when you make ebooks free, but there’s a trick, Tucker reveals. [18:07] - We hear the story of how Book in a Box started. It turns out it was mostly accidental; Tucker didn’t originally set out to create a company. [23:49] - The Book in a Box Method outlines the methods that Tucker’s company uses to create these books. [25:26] - Tucker shares his thoughts on what Stephan has said about people being either writers who speak or speakers who write. [26:17] - Tucker offers some examples of some of the templates in the book. [29:58] - We hear Tucker’s thoughts on Stephan’s 1000-page book The Art of SEO. [32:07] - At every stage of the outline, Tucker’s method has templates or questions you go through. [33:12] - The pop-up retail book that started Book in a Box ended up being called Pop Up Paradigm. Tucker makes suggestions on how to title a book. [37:30] - Tucker talks about when to start working on the cover for the book. [40:51] - Tucker shares his thoughts on Stephan’s book cover. [42:52] - It takes 6 months and costs $25,000 to have a book created through Book in a Box. It also requires about 30 to 40 hours on the phone over those 6 months. [43:30] - Book in a Box can go pretty fast, but authors often can’t. [44:13] - Tucker talks about why the price is $25,000 now instead of $10,000, as it was for the first woman to go through the process. [45:32] - There have been several Wall Street Journal bestsellers through Book in a Box, but there haven’t yet been any on the New York Times bestseller list. He then talks about the problem with the NYT list. [47:06] - We hear about the impact that Pop Up Paradigm had on its author’s business. [49:18] - What would Tucker recommend for people who have something to share, but aren’t in a position to go through the $25,000 Book in a Box program? [50:19] - Is it a good idea to release a second edition of a book that didn’t sell very well in its first edition? [52:33] - Tucker shares his thoughts on sharing free several-chapter excerpts of books as a marketing strategy. Links and Resources: USA Bestseller Listtucker@bookinabox.comThe Ultimate Guide to Book MarketingTuckermax.com@TuckerMax on Twitter@TuckerMax on FacebookI Hope They Serve Beer in HellAssholes Finish FirstHilarity EnsuesGoogle Power Search: The Essential Guide to Finding Anything Online with GoogleThe Pop Up Paradigm: How Brands Build Human Connections in a Digital AgeThe Life-Changing Magic of Tidying Up: The Japanese Art of Decluttering and OrganizingBook in a BoxLuluiUniverseSloppy SecondsRyan HolidayiBooksThe Book in a Box MethodThe Art of SEOHormegeddon