This Is The Verbatim Video Transcription Of A Private Training Session
                                                   
                                                
                                
                        


We're gonna talk about modern marketers, or more or less, what it takes to be a marketer in the modern world. I'm gonna specifically talk about the five main attributes that modern marketers must possess to actually make money to actually drive sales in, you know, a social media, you know, world. That's what we live in right now. We live in a reality tv. Now, give it to me now. Instant gratification, modern day society that just lives on social media. And that affects marketing in every way, shape, or form. That's what we're gonna be talking about. The like button is the new currency period. You have to have likes and, and it's not just likes, it's shares, it's pluses on Google. It's every, every different social media platform calls it something else.


But the like button is the most known, right? That little thumbs up sign, right? You want to accumulate as most of those as possible. And that really is the new currency Online. People will know whether or not your brand has value by how many people have liked you in the past. And it's so easy for somebody to go to your fan page or your Facebook page and look up your company or look up your name and see if anybody likes you or not. Gone are the days of calling a marketing campaign successful, just 'cause it looks good and 'cause sales are coming in. Nowadays, it's a lot more than that nowadays. It's not just that, that, you know, it's got a snazzy slogan or, or that it's got a good looking campaign. It's not even enough that sales are coming in. You have to be prevalent on social media, and check this out.


Social media grows every single day. There's like a new platform coming out every single day. Yeah, you've got the big ones. You've got Twitter, you've got Facebook, you've got Instagram, you've got Pinterest, Google Plus and so on. And we could keep going, but there's the not so big ones that are very, very powerful that do affect you as well. There are many of them out there, and it's important to be prevalent. You have to be prevalent. Why? Because there is a conversation happening about you and about your product across social media, not just one platform, but dozens of them and your customers live on social media. 


This, the, the general public can no longer be seen as the stupid masses. Believe it or not, believe it or not, 20, 25 years ago, college level marketing courses would teach you to market to the general public as being stupid. You had to educate them from the ground up, and you had to treat them like they didn't know anything. And like it was impossible for them to retain any information, and you just had to market to them as being stupid masses. That is actually the way that you used to get taught in any college level marketing class of 20, 25 years ago. But today's consumers are the new bosses. It's not, it's not the vice president of the company or the CEO of the company. 


The consumer is the boss. Today, marketing success is now determined by whether or not your customers are posting on Facebook. It's determined by whether or not they're tweeting you by whether or not they're blogging by whether or not they're sharing. That is what determines whether or not your campaign is successful, whether or not you are gonna make money. It's not just about, you know, having, lemme tell you something, everybody's a Slaby logo nowadays. Anybody could look like an expert. You know, you, you got, everybody's got HD cameras strapped to their hip, right? Looking like an expert in shooting HD video nowadays doesn't require $8,000 cameras like it used to 20, 30 years ago, right? I remember my first camera, my first camcorder, it was like a suitcase, man. That thing, I used to have to hold that thing with two hands on my shoulder and, and I had to look through the little viewfinder and close one eye just to be able to, you know, that doesn't exist anymore.


You know, technology has brought us to a place in society where, you know, customers can, can, they're used to things looking beautiful. They expect it because they themselves can take beautiful pictures with the camera that's on their, on their hip. So if your image looks like crap, then, then, you know, they're like, wow, you can't even take a better photograph or do a better logo than I can. Most people nowadays know how to use Photoshop or some sort of graphics program. The point is that you're no longer dealing with an audience that is unfamiliar with technology. You are dealing with, you are marketing to technologically savvy, or at least technologically intelligent people that may not be an expert at Photoshop or even know how to use their own, but they know it exists.


And they know that photographs can be altered with a tool named Photoshop. And they might not be expert photographers, but they know that they have an HD camera on their Samsung, and they know that they have an HD camera on their iPhone, and they know that their pictures look awesome. And, you know, this is the, this is the reality that you live in today. So, marketing to the masses is being stupid and trying to get over on them and using clickbait and things like that, which we'll talk about in the middle in a minute here, that stuff doesn't work. That doesn't get people to like you. It actually gets people to dislike you nowadays, the internet, yeah, it could be an awesome way to share your information and it could make it be an awesome way to make your product and, and testimonials and things go viral.


But it also is an awesome way to make negativity go viral. And let me tell you something, negativity love company. The people love to spread negative things a lot more than they like to spread. You know, you could put up, I tell you what, you could have a video of a beautiful gesture happening. You know, somebody feeding a homeless man alongside a video of someone of a white police officer beating up a black kid that you just caught stealing a radio or something like that. Guess which one of those is gonna get the most shares, right? Because the reality is that negativity is something that people love to spread even more than positivity. So look at this from a marketing point of view, not from a political point of view, not from a religious point of view. We're talking business here.


So look at it as, as how, okay, well, wow. So that means that if somebody says something bad about my product, that can actually spread even faster than if somebody says something good. You're right. Because you know what? There's nothing sexy about spreading good news, but there's a whole bunch of intriguing mystery and sexiness involved with spreading bad news. It's the world we live in. So you can't look at people as being the stupid masses anymore. Let's get into the nitty gritty here. First and foremost, if you're gonna market today in today's modern society, in today's social media, instant gratification society, you have to be yourself. That's just, that's just the bottom line. I've learned the hard way truth in advertising, it might have become an anomaly long ago, but authenticity today, engagement with customers today, it matters more than ever, more than ever, because we live in such a transparent world.


The world has become a much, much smaller place. It just has, you know, the certain things that you used to be able to say back in the day to sell things people can fact check now, they, you're, you're standing in front of somebody trying to sell them something and you're trying to put some on them. They can just go to their hip and just google what you're saying, man. You know, you, you got, you cannot be dancing around the facts. You have to actually be yourself and speak the truth in selling. You have to connect with people a lot better now than you. You know, if you're a salesman, those old used car salesman tactics, they're not working like they used to. And if you're still trying to sell today, like selling used to be done 10, 15, and 20 years ago, well, lemme tell you something, you're gonna have a reality check, Skippy, we live in a time when happy customers have become the ultimate sales engine, and unhappy customers have ended countless businesses.


They just ended them because, you know, it just spreads so fast and people can get such an audience nowadays. Everybody's got an audience on Facebook, on YouTube, you know, lemme tell you something I remember the wars. I remember horror stories growing up as a kid. Horror stories about Kentucky Fried Chicken. Oh my God, they found a fried mouse in a Kentucky Fried chicken. Everybody I ever heard that urban legend, they found a fried mouse in a, in a Kentucky, found a chicken bucket or, or stuff like that, or, you know what I mean? And I was a kid. We didn't have the internet, right? It was just like, oh my God, really? You know? But nowadays, could you imagine a video of, of something like that? It would go viral. It would truly hurt the brand. It would hurt the brand.


And why is that? It's because the world is a much smaller place. That one guy with that little story, it, it's, it's, he used to be seen as the crazy guy. But those UFO guy conspiracy theories nowadays, oh my God, the cons nine 11 never happened. Planes did not crash into the buildings. Oh my God. Actually, I saw somebody trying to convince me that it was holograms that crashed into the building. I'm like, what are you, what? You know? So it, it's, it's amazing the kind of stuff that gets spread nowadays because it's a smaller world. And now these people that nobody would've ever paid any mind to, they actually have an audience now. They have a worldwide audience, and they have a platform. They have a stage to talk from. We, we, we have to make our customers happy because they're gonna make, they're the ones that are gonna spread the word.
And if you make those customers unhappy, they are the ones that are gonna spread the word. And it's so much easier nowadays, right? So in, in the, in the, in the old days, right, when I was growing up, you were, if you were treated badly at a store, let's say you had a terrible experience at a store. You went to a store, you went to a restaurant, and you were treated terribly. You didn't like the way that the service was, the food was terrible. And you said, oh my God, I am boycotting this. You know what that meant? That meant you're, you might not come there again. That's what that meant. And you might tell your girlfriend on the phone that night about how terrible that's what, that's what that meant. Nowadays, you know what that means. That means three cell phones come off the hips of everybody and you start filming everything, and that gets go, that starts going viral on YouTube in about 10 minutes.


That's what that means today, right? If you don't, if you don't think that, that your job is on the line whenever it, whenever you're doing, you know, just ask the police officer and how hard that job has become nowadays, right? It's like every time you turn around, there's another video of some cop doing something he shouldn't have been doing. Right? Did they just start doing the wrong thing? No, they ain't probably been doing stuff like that all along. I'm not saying all cops are bad, but I'm just saying that now the bad ones are being caught on camera doing stuff, right? And, and, and it, it spread so, so fast, right? So here's, here's something, what, let's bring it back to marketing. Sensational claims in marketing and click bait. Subject lines have proven to be unsustainable strategies. Look, you gotta be yourself. Here's the thing.


That old used car salesman, Hey, you can buy any car. Come on in, come on in, tow it to pull it in, push it in, whatever. I'm gonna give you 300 free car. That annoying car salesman guy that tricks you into coming in. That guy that you know, the fine print and all that, you know, that stuff doesn't work anymore. People are hip to that. Click bait subject lines. How many times have you won? You personally? How many times have you won the Nigerian lottery, right? It doesn't work anymore. Those kinds of subject lines just don't work anymore. Connecting with people, being yourself. That's what works. Now, okay? So if you're still trying to use these like sensational claims and things like that, what you're doing is really opening yourself up for a lawsuit. 


Be yourself instead of looking for an angle to try to get over and trick people instead of going about it through chicanery. Be true to what you stand for and find ways to add value to your customers. That's really important. You know, nowadays, providing value for first unconditionally just, just injecting value into a marketplace is gonna attract people. It's gonna attract people. Here's what I mean by injecting value into the marketplace. You know, what's a great example of this? Has anybody, anybody ever been to a shopping mall, food court, and you're walking around the food court deciding what you're gonna buy? 


And there's somebody there with a little, you know, with like a little tray and they've got like, the little toothpicks and they're giving you a sample of the little, the chicken, right? What is it? Like the bourbon chicken from the Chinese place? And it's like, you smell it. You walk by and they're like, you go have a sample. They got it in like a little, little plastic cup. You go try a little piece of chicken, right? They're, they're giving you food for free to check it out. 'cause They're, they're using it as a lead magnet, right? They're using, they're using it as a lead magnet to try to get you inside and to try to actually you know, they're injecting value. They're injecting value. So, you know, instead of trying to trick people and, and try to get them to, to buy your stuff or walk into your, your funnel through clickbait instead just be yourself, be loyal, be you know, be somebody that's honest and ethical.


Sharing content that helps 'em solve problems is gonna actually get people to come your way. To know you, to like you, to trust you. You have to put value out there in the marketplace. That's how people are gonna find you. That the more stuff that, especially on the internet, right? Everything is searchable. The more stuff you put out there, you should, when you become an internet marketer, you're becoming an author, whether you like it or not. I used to write articles almost every single day in the beginning. I've gotten away from writing, I really need to start it back up. But I used to post on my blog almost every single day. I did that for at least the first two years. That's why I have so many articles, so many posts on my blog. I used to submit articles to article submission companies that would then go, and I have thousands upon thousands.


I've saturated the internet with articles that have bank back links to my blog that have my name on them, stuff that I've written about sales, about internet marketing, about. I've just, I've just put so much content out there and, and all it has a little link back to back to my, my website. Alright? So, the key with sharing content is understanding that there's two reasons that people absorb information and take action. They do that because they either want to increase pleasure or they want to decrease pain. Be yourself and help solve people's problems. Either help them increase pleasure or help them decrease pain. Do it unconditionally. And you're never going to be worried about where the traffic is gonna come from because you're just gonna be attracting people's stories. Oh, man, if there's one thing that I see lacking in the internet marketing arena is true human stories, products, and services, no matter how personalized or relevant, they don't connect with people the way stories do. Okay? 


Features and benefits and all that stuff. Yeah, that's great. They're important. But stories sell products. Stories sell products. You know what's funny is I recently did a, I opened up for just a couple of days I opened up an offer called the Inner Circle at the time that I recorded this video. We were doing that offer. And the offer was an exclusive membership that we were just doing to a very small number of people. And I listed the benefits that they were gonna get. They were gonna get six things for joining. And you know what the thing about it is, after everybody joined and I asked them how excited they were, you know, what the number one reason they told me they joined us is because of the story that I told, the story that I told about my wife, Melinda, and I, going from homeless to speaking on stages all over the world at internet marketing events.
That story connected with people on a totally different level than any feature or benefit of the product possibly did. The feature and the benefit is important, but let's be honest, they're gonna get that. Either way, the story is what gives them a connection. It's that human story. Stories sell products, use human stories, not just value propositions and data points. You say, well, look, this product is better than this and that and outperform this, this, and this and this. You know, what, have you ever seen the oh man, I'm trying to think of the, I wanna say it's Volvo. I wanna say it's Volvo. The car manufacturer that had this this, and they're, they're, they're a, a more expensive car, right? So they're not, they're not selling $10,000 little, little economical cars. They make, you know, pretty nice cars. So Volvo, and I'm almost sure it was Volvo.


Somebody might correct me. Maybe it was Mercedes-Benz, maybe it was BMW, but there was an ad campaign on TV that showed a car in slow motion and the driver photoshopped it, it was just a skeleton. It was just a skeleton. And the driver was driving into a wall. It was like one of these, these animated graphics, like motion graphics types of things, like with special effects. And it was just in slow motion. And I think the ad was for Audi, and it said or it might've been Mercedes-Benz, but it said the name of the car dealer. And it said, because replacement parts are hard to find. Then they had pictures of a, of a, someone putting a baby in a car seat. That's how the, that's how the, the, the ad ended, right? So think about that. They're not talking about how fast the car could go.


They're not talking about how you know, how it goes from zero to 60 and, and 2.3 seconds. They're not talking about all these other things, but they're just making a point. It's the safest, it's rated the safest car in the industry, and replacement parts are hard to find, not for the car, for your body. And, and then that part where they're, they're showing the mom strapping the baby. Well, she might have been the mom, the lady strapping the baby into the car seat in the back. That really hits home. It's telling a story in not so many words. It's, that's gonna sell that car more than any salesman talking about how good the traction is on the tires or how good the, you know, look at this the, the trunk. Look at how much space you have. You could put all kinds of stuff.


Yeah, all those things are great. Those are features though, right? The benefit is that this is the safest car that I could possibly put my baby in, right? This my baby, God forbid we got into an accident. This, this car, my baby has the greatest likelihood of surviving this car because this car is rated the safest car of the year or what have you, based on all these tests from all these experts or what, you know what I'm saying? So these kind of stories are what make people buy. Those are human stories. Every story should have a non robotic tone and be easy to understand in today's, in today's modern technological, instant gratification world of social media, it has to be quick. It has to be non robotic, meaning you've gotta inject some personality into it, okay? People, you gotta have personality. You can't be, you know why?


Because we've become a society that watches the Super Bowl just for the commercials that make us laugh. That's why, that's why because humor cells, you can't be robotic. You can't be robotic and uptight. You gotta be human. And there's no better way to connect with another human than with things that touch the heart with that pull on the heart strings. Things like, things like human things like rather humor, things like sympathy things like emotion, right? Those are very, very important things. And you know what? Nowadays messages have to be easy to understand, not because people are stupid, and not because you're marketing to the stupid masses, but because of the opposite. Actually, it's because people are super busy. People are super busy nowadays. People are not just absorbing, you know, the chances are that that guy watching the TV commercial is also on his laptop and he's also got a chat going on.


You know, he is doing more than one thing at a time, right? And, and that isn't the, you know, back in the, in the seventies and in the sixties, the entire family used to huddle around the radio. You know, the vitro at you know, at, at, at story time to listen to the broadcast, right? That isn't the case anymore. Now we are, we're completely distracted by 30 different devices at the same time. Okay? So people are busy. So your message has to be human. Your message has to be easy to understand because people are busy and they're, and they're, they're doing multiple things. All marketing messages should be succinct. They should be driven by a clear narrative, and they should be highly visual. You all know a video killed the radio star a long time ago. Alright? So you have to be visual.


You have to be using video and visual examples in your marketing nowadays, period. You just have to, or your cus your, your competitor is you gotta establish com a connection with the audience by targeting the right people with the right message. We can now do marketing in ways that the marketers of 20, 25 years ago only dreamed of. Imagine being able to dynamically control the billboard based on the specific type of car that was passing it at any given time. Just imagine that. Just imagine the technology of being able to scan the cars as they're about to come up the highway and knowing, okay, you got three BMWs coming at you right now, boom. Show the BMW ad show the show. You know what I'm saying? So you see what I'm talking about? See what I'm talking about? This is called targeting. This is crafting a message for the audience.


And now that's possible. That's possible because now you can custom tailor messages to specific audiences by crafting messages to specific people based on things that they've done in the past, pages that they've liked, words that they've used in their profile on Facebook. Have you ever been followed around by an ad that's called retargeting? You know? And these are things that used to be not possible back in the day. I might have just invented a whole concept there with that whole billboard analogy, but that's the best thing that could come to mind, right? 


And this is my point. You gotta establish a connection with the right kind of person by targeting, you know, a custom crafted message for them. Here's one that a lot of people don't do, but there's a lot of merit in this, and that is pick a fight. You gotta be careful when you do it.


Most marketers actually shy away from controversy for fear of losing ground. But let me tell you something, we've known for a very, very long time that advertising is advertising, even negative advertising. It's advertising. I say to hell with political correctness, if you know me, if you follow me around on social media, I call it the way that it is. I am honest and authentic and I believe that that'll win every time. And people will often say, well, no, you should never talk about politics and you should never talk about religion. And you should never talk about, I say baloney, screw that. I talk about everything. I talk about the way that I feel I'm true to myself and to everyone. 


And here's the cool thing about it. Does that push some people away? Well, yeah, of course. And it reciprocally attracts twice as many that are just like me, the kind that I actually want to work with and do business with, the kind that will know, like, and trust me and invest money in me. So it all works out. I would much rather be myself to half the people than be someone I'm not to all of them, okay? So I am 100% against political correctness. I think you should just be yourself, okay? 


While there are always risks though, to being bold, a story becomes much more compelling when you are the underdog. Okay? So when you are that guy or that girl that's going through the struggle that's getting beat up, that's when you're the underdog and you find a way to, everybody loves an underdog story, right? The rocky movie that, oh man, you get, you get so drawn into that you side with, we side with the underdog. We side with the underdog. We wanna, we love those great stories of achievement, right? Again, stories, right? 


And if you pick a fight with a big bad bully, especially, and remember, It could be an undetermined bully, it could be it could just be this big vague bully. Like you might be picking a fight with an industry. You might be picking like, oh my God, I'm, I'm getting all these student loans, these big corporate Americas. I love it when people pick a fight with Wall Street. Like, how can you fight Wall Street? Oh my God, it's because of Wall Street. That's why I am where I am and this is terrible. I'm losing my home. But you know what? You, you, you, you feel for that person, right? They're fighting an unknown enemy. There's, we don't even know. How can we even help you? Do we go to Wall Street and knock down the street sign? How can we possibly help you? We can't, but we, we, we feel compelled to because it's a story and you're the underdog and you're picking a fight.


Goliath doesn't always need to be a direct competitor. Like I said, it could be customer pain, it could be a battle with mediocrity or a fight with the status quo. It could be an unknown bully of sorts, right? That's another thing. Like, that's another word of the, of the two thousands. When I was a kid bully, he had a problem with a bully. He went outside, he kicked him at three o'clock, or you got your kicked, somebody was gonna win. You know what I mean? That's just what happened nowadays. Like, oh my God, they make laws about it. Every kid gets a trophy in today's world. But the point that I'm making is that you can pick a fight with an unknown broad unt attackable enemy, so to speak, and point yourself as the little guy. You know, not too many people like to do this 'cause they're afraid 'because they don't know how to, how to articulate it properly.


But you know what? Marketers often underestimate the power of negativity when it's used the right way. Some people might say, well, I don't wanna make myself look like a weak guy. The one that, you know, I recently revealed that my wife Melinda and I went through quite some struggles in the early two thousands. We were homeless, you know, and we, we, we managed to, to pull that, pull outta that and build a seven figure company. There's a great story there. It's, it's a story that a lot of people can connect through because maybe not everybody's been homeless, but a lot of people have gone through struggles in their life and they've, they've had times where they didn't know where the next rent check was gonna come from or maybe even where the next meal was gonna come from. 'cause They didn't have the money. You know? 


These things bring feelings of anger. They, they, you know, they make you, they, they, they remind you of pain. And lemme tell you something, pain and anger are the best motivators. People take action when they're angry about something, they take action, okay? Remember to cover all your bases, though. I definitely wanna mention this and pick a fight slide, because sometimes you go, you know, you don't wanna pick a fight where you're gonna be violating somebody's trademark. You don't pick a fight with Warner Brothers or something like that and use their logo or something like that. 


You need to be well-informed. Make sure that you're, you're not picking a fight with a competitor that in a way that you are defaming them or that you're harming their business. Always be responsible and ethical so you can avoid legal issues, okay? Just because you can say it doesn't mean you should, okay? It doesn't mean that there might not be consequences. 'cause Yeah, we live in a, in a, at least for now in the United States, we have freedom of speech, but that doesn't mean freedom from the consequences that that speech might bring. Okay? So keep that in mind.


Join today's conversation. Here's another thing that is critical for someone that is marketing. In today's highly technical world of social media, customer conversations are everywhere. And social media sites like Twitter, Facebook and blogs, they've made it easier than ever to add 2 cents, right? So you can actually go and start taking part in conversations. You can go and penetrate the groups and the forums and the blogs where your potential customers are congregating and talking. 


You can join these conversations, these threads. You can become involved in it and add your link and add your 2 cents. This is, you need to be aware of trending topics, okay? There are conversations going on today about your industry, your products, your brand, competitor products, and you need to be looking for them across an ever changing array of platforms. Because you know what? There's new platforms all the time.
So you might be like, yeah, I'm on top of Facebook, man, I'm constantly checking Facebook. Yeah, but are you checking Instagram? Are you checking Twitter? Are you on Pinterest? Are you ever, have you ever even once been on Reddit? No. 


Well, you should Google that and find out and learn about the front page of the internet, okay? Join the conversations that are relevant to your business and provide useful content when you're there. Okay? When, when in Rome, you should do like the Romans, right? Infiltrate them, win their trust, and then sell them stuff, right? And that's the purpose of joining the conversation. Remember, we are in marketing, you're joining the conversation to stay relevant, to stay up to speed, to stay informed, and to basically become one of the Romans, to befriend them, to gain their trust. 


Marketers that create messages that are unrelated to relevant conversations that are happening right now risk having their conversations fall on deaf ears. Because you know what? Today people are consumed by what's happening Now, you know what? Not too long ago, at the time that I recorded this, it was last year, I think everybody thought the world was gonna end because of Ebola. That was just the conversation that was going on. The world was gonna end. Oh my god, Ebola, you know, and the mainstream media for about a week had us thinking that it was gonna be the walking dead in the streets, like within a week or whatever. 


And now, look, I'm not dismissing the fact that Ebola even today is still a very big problem in some countries. But the reality is that that was the conversation of the day. And, you know, if you weren't infiltrating those conversations, you, you are, whatever you're talking about was falling on deaf ears.'Cause That's what people wanted to hear about. That's what the conversations were about. Now I'm not saying create misleading clickbait subject lines, oh my God, the cure for Ebola here, and then you open it up. Nah, just kidding. Click here and buy my product. 


No, that's called clickbait. You don't wanna induce stuff like that. But it's important to you to, for you to stay relevant, okay? To stay relevant with the conversations that are going on in your industry. It's hard to attract a large audience with a new conversation when you haven't been contributing to the existing one. So instead, what you need to do is find good and clever and valuable ways to direct the conversation. And if you can master taking someone from an Ebola conversation into a, you should be building your list conversation, right? If you can find a clever way to do that, then guess what?


You are really, really gonna have a big audience, and you're gonna be pulling from it. And, and you know, this is, I know someone that does this very, very well. Michael Cheney is one that crafts these emails when he, I, I read his emails. He always has pertinent subject lines with things that are going on today, trending topics that are going on today, important things that are in the news today. And somehow he always finds a way to start his email and talk about that thing that attracted me to open it. Because he's actually leveraging buzz from the media that's being created for him. So the media created the buzz about this particular word. Let's say for example, Oprah Winfrey just did a show about this particular tea kettle. And she says, this tea kettle makes the best tea, or whatever.


And somebody, some doctor was on her show about how awesome this tea kettle is and how it makes the healthiest tea. Alright? So now all of a sudden, a couple of media sites pick that up and everybody's talking about this tea kettle for two days, right? Because of course, Oprah talked about it, so it must be amazing. So maybe I've heard a couple, or seen a couple of memes or whatever, heard a couple of conversations or threads on social media about this tea kettle. Then all of a sudden in my email inbox, I see something about the tea kettle in an email from Michael Cheney, and he finds a way in his email to take that tea kettle story and relate it to marketing. Next thing you know, I'm clicking on a link to buy a product from him. What did he do?


He leveraged existing conversations that are going on today and got me to click on something. So he leveraged the buzz that was being built by other people. And this is very, very important. Instead of trying to create your own conversation, use the energy and the momentum that they're already involved in and leverage it to your benefit. Stop guessing. This is a really big one. And this is, you know,  I talked a little bit about guessing earlier on today's webinar. Stop guessing with numbers. Stop guessing with your marketing angles. There's no need for it. It's no secret that data is everywhere nowadays, but you have to use it in order to make better marketing decisions. 


I used to be afraid of things like split testing. The whole concept just scared me. I've never been a numbers guy. Some of you guys watching this right now might love spreadsheets and tracking things and all that. Not me. I get it. I'm not good at math. I'm not good at that kind of stuff. I, I mean, I am when I have to be, but I, I prefer not to be. And you know, nowadays the data is right there. You don't have to hope that something worked and like, oh my God, it didn't work. Well, let's try something else. No, you can go and look


Into the data and see exactly why it didn't work. How many clicks did we send? What time did we send it? How far did they go through the process? What was the conversion rate? What was the earnings per click? What was the profit margin? Are you going back and seeing those metrics and examining those metrics and improving upon those metrics and comparing the data. Those things can be done nowadays. 


Another thing you could do is use customer feedback and use your activity, website tracking, campaign data, all this kind of stuff can be used to prioritize and drive effective marketing campaigns in the future. You know, I think that the worst thing you could do is close your eyes and ears to the feelings, you have to somewhat listen to your customers and what's going on with your customers. You have to have your finger on the pulse of your audience.


Now, I don't let my customers or any one particular customer dictate what I do in my business. Okay? If one of my emails upsets one guy or two guys, or three guys, they can unsubscribe. I don't care. I'm not gonna change my business model. But you know what, if I'm noticing a common trend and every time I write about a specific subject, I get a bunch of people that reply and they're just saying one particular thing or whatever, then I'm g I'm like, wow, okay, so maybe I should talk about that. I'm gonna use that information. I'm gonna use the fact that I'm pushing these buttons and people are engaging me on this particular topic, and I'm gonna use that to move me to my next pan campaign. I almost said PanCan. So data and analytics make it possible for you to have less risky campaigns moving forward.


If you're not looking at the data, if you're not looking at the successes and the failures of the past and using them to actually create new stuff, well, you know, you're, you're, you're missing the boat because that data's there and it's, it's instantly available, instantly available to you. Test winning strategies from one platform on another platform. When you've got an ad on Facebook that's working really, really well, there's no reason that you can't take that ad now that you've worked so hard to get perfect and go over to Google and run that ad there, or go over to Bing and run that ad there, right? Try that same strategy on other platforms when you've got a winner scale up, but you won't know you have a winner if you're not looking at your metrics. Sometimes just the fact that sales are coming in is not a good indication of whether or not you have a winner.


'Cause If I made 10 sales today, which amounted to $150 profit, but in order to get those 10 sales, I had to spend $200 in advertising, guess what? You do not have a winning campaign. So it's important for you to keep your eye on the metrics. Stop guessing, stop just thinking that you have a winner. Your once brick and mortar competitors are now your online JVs, not IVs, but JVs and affiliates learn from their wins and from their losses as well. You know, we, a lot of us anyway, depending on your age, come from a background where in the brick and mortar world, you didn't wanna set up your store next to a competitor because you were competing for the same customers. Nowadays in the digital age online, your competitor is really your affiliate. It's the guy that you can fuse traffic with.


It's the guy that you can promote for and that can promote for you. It's the guy that you can spy on. You can see what's been working for him. You can go way back and see the machine and see different versions of his website. What was it like a year ago? What was it like two years ago? You know, see what he's changed. There's all kinds of tools for you to spy on a competitor, see what's working for them, what's not working for them. You can do all kinds of things by, you know, learning from your competitors that remove the guesswork. It's all been done before. You don't have to struggle like you used to 20 years ago. You just have to look at the data. Remember, today's consumer is intelligent. They walk around with a supercomputer on their hip, okay?
There's no debating that. And that smartphone that they carry around in their, in their pocket, it can serve as the vast and fastest encyclopedia ever created. They can learn about anything while you're trying to sell 'em on something. They could be googling it and find out and fearful of or not, and they can be your, your biggest advocate or they could be your biggest detriment. 


They can actually use that phone on their, on their hip as the loudest bullhorn on the planet. They could scream from the rooftops and they could scream praise or they could scream bitterness, but it's up to you to make sure that they like you. It's up to you to make sure that you're monitoring all of this and you're active in all the conversations. You gotta get them to like it, and you gotta incentivize them to share it. That's the key to being a marketer in the modern world. 


I hope you enjoyed this presentation, and I look forward to seeing you on the next MUA episode. Take care. 






































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