If I haven’t said it before, I will say it again…
Events are awesome!
Not only do you learn, network and in the evenings have the odd glass or 3 of wine whilst connecting with like minded souls who ‘get you’…
The added bonus is you leave pumped, filled to the brim with new ideas and clarity. That in itself is worth the investment!
We can all relate to the up’s and down’s of a online entrepreneurial lifestyle. It can be tiring and challenging on the brain. And sometimes, things boil over and we silently bang our heads against the wall, internally announcing “WHAT THE HELL AM I ACTUALLY DOING”… some even scream it aloud!
However, by participating in events, you somewhat de-stress in the fact that everyone around you shares the same struggles, navigating their way though this online world. And then something magic happens. You absorb all of the little golden nuggets of valuable advice and suddenly your problems don’t seem so big or unclear anymore.
You leave with a plan in hand and head out to bash down any demons in your way. You leave ready to fight for exactly what you want!
Our good friend and mentor Jon Penberthy orchestrated a spectacular event alongside some incredible speakers who have gracefully shared their own experiences to assist us on this journey we have collectively embarked on.
Guest speakers included:
If you didn’t have the opportunity to be there, I want to share with you the some of the golden nuggets that were fundamental in making the event a huge success.
If you were in attendance but are struggling with where to place your focus then I urge you to use this post as a checklist of implementation for taking your business to the next level…
1) The Invisible Difference
It’s easy to get lost in the numbers and become obsessed with “clicks”. That’s what the majority see. Just a click.
Not an actual person.
If you neglect the human component that lies beneath that click when somebody reaches your content, you will lose them very quickly. How you make someone feel when they reach your funnel is crucial. One click is one person with all the same emotions, fears, aspirations as you have.
Their experience is EVERYTHING. You will instantly get penalised if you aren’t providing enough value. Plus if you’re a start-up, remember you only need one person to start your army of fans.
Are you thinking well how do I get them initially?
Jon opened day 1 by confirming there’s no quick shortcuts to the promise land. We must create it and build that road. We have a powerful responsibility to change someone’s life.
When you really think about it, it’s a big deal… but a rewarding one.
Think about your competition…
They have all the resources you have. Access to the same platforms, same software as you. But why are they crushing it?
We cannot blame the platforms… it’s all about OUR marketing.
We absolutely have to cultivate and design the invisible difference before we take our customers on a journey. The key here is getting people to click your content and take action AFTER they already know who you are.
And if you align your marketing with this concept, you will instantly build a much greater rapport and relationship with your audience.
Despite the fact that the majority of the world buys online, we are still skeptical about where we are willing to type in our credit card details. So a great way to overcome such an objection is to show them who you actually are, build trust and not hide behind your own screen in the hope that your product will guide itself.
You are the conductor of your own success. So it’s important to follow the steps listed below to achieve the invisible difference:
- All of your marketing must be ‘value fuelled’ to achieve an emotional connection.
- Your brand must be clear and concise to let people know what your message is.
- You must be easy to find and become consistent on your chosen platforms. Don’t be afraid to use them all.
- Your face/brand must be regularly seen everywhere. Don’t worry about being annoying. People who think you are wont ever be your raving fans anyways.
- Content doesn’t always mean sales. You should post regularly into your own community to keep the relationship strong. Even just saying hello and asking how everyone is.
- Talk to your audience like talking to a friend. You are there to help them with their problems and impact their lives.
- Be UTTERLY convinced and confident with your product or service and feel good about what you do. People will not invest their time or money into you if you show hesitance. When you are genuinely passionate about something, it comes naturally and when you are in a place of service, you won’t be nervous.
- If you can, and you should, be on camera! By 2019, 80% of world traffic will be channeled through video.
- Always retarget those who haven’t completed your funnel. Your message to them needs adjustment, not neglect.
2) How To Be Useful
Tom Breeze, the YouTube advertising wizard, painted how valuable it is to make sure you are there for your customers at the right time. And this guy knows his stuff, having ran ads for Frank Kern, Amy Porterfield and Neil Patel to name a few!
He stated that 9x out of 10 when people who search for a brand or product, that ‘brand’ doesn’t even appear on YouTube. So many people miss out on the opportunity because quite frankly, barely anyone is doing it.
The vital starting point for any advertising is to begin with the user. Their mindset must be established. Then you create your empathy advertising to really connect with what they are going through.
And it’s not just establishing a customers mindset whilst they are online… offline is equally as important!
We hear time and time again that you must think about targeting hot, warm and cold traffic in a different way. That’s obvious right?
Tom amplified this by stating that every temperature of traffic has deeper levels. Lets look at cold traffic and split it further.
A customers 1st impression of you is 100% of their experience – so it matters!! If they’d been buying from you, say 10 times and had one bad experience, that would only be 10% of their experience with you.
As the saying goes first impressions count!
Think about it in terms of an offline, traditional bricks and mortar example as an analogy:
A window shopper is “interested in this stuff” but thats where it remains… for now. Your impression must shatter that customer’s conception on how something normally works, then teach them something new that they can learn from. This is known as ‘schema violation’, working harder than just grabbing their attention but rather, challenge their belief system.
Someone who is “researching and reviewing”, like an in-store shopper is looking for more education on they type of product they are after. They are somewhat aware but may not know you.
Finally, a “I’m ready to buy” customer is just like a checkout shopper, who knows what they want but is looking for the right place to buy. So your task is to make yourself known to that buyer.
All of the above example come under ‘cold’ traffic. They all require different levels of conversation from you, despite them all not yet knowing who you are.
Videos are a powerful medium that people wont forget. Senses can be interconnected through hooks you can grab people on as they form their first impressions of you.
If you are really utilising keywords, you can make sure your videos appear in the right places when customers are actually typing in what they are looking for. When you think about the perfect keywords, you must really choose that moment for your audience.
Think deeply about their internal and external circumstances and really get into their mindset. What would they be typing into youtube during the ‘cold’ buying process. You have to be their useful guide and really touch into their subconscious minds.
They wont know the exact name of the product or service they need but they will know the pain they are currently experiencing and the desired outcome they want. Map out all of the benefits your product has for someone. Pick the best one and use this as a reference for your keywords.
When someone types in their desired outcome when researching, you will appear right where you’re supposed to be! That is how you can be useful for someone and instigate value before they even know who you are.
- When someone uses a keyword to look up something, it then gets attributed to their history. Even if they move on to watch a video on a different topic, your ad can still appear.
- Google keyword planner: this tool will help you get new ideas and also show the monthly search volumes.
- Use placements on veeroll.com: if there are videos on youtube already that you think are relatable to your brand, grab the URL and then every time that someone watches that video, your add will appear too.
- googlematch.com – almost like a lookalike audience, if you upload your customers into this, google can find you other audiences with similar interests.
- Affinity audiences – based on behaviours online, google will give you audiences. You can create a custom affinity inside your ad account where you can mix and match keywords and websites. You add the URL’s into a box and google builds you a huge audiences. Not easy to get it right, but when you do, they can convert well and you wont have a problem with traffic again.
3) Your Golden Asset
Using different social platforms and relative software is essential for your business to run but it isn’t your core asset. You do not have much control when one of these decides to malfunction.
Facebook, YouTube, Instagram etc, can shut down your account. Software can be very unreliable at times however, the one thing you absolutely own which no one can take away from you is your email list.
Your list is your biggest asset!
You cannot rely on one source of traffic or platform to build your business and it’s a very bad idea to build that business on somebody else’s platform. Take control through your emailing and even if your autoresponder shuts down, you’re okay.
Jon’s event really surrounded this entire topic on how important it is for you to cultivate your community and engineer the list behind the scenes.
And the problem most people end up having is their list stops becoming profitable. This is because they are neglecting their community. Jon quoted that “every lead in your email list is worth an average of $1 per month. If you do it the right way…”
Imagine growing that list, they are your raving fans, your pool of hot clients and they are the engine behind your success.
Many people get stuck though. Like Jon said, people focus greatly on building a list, building a list… and then sit back. They think wow, I’m done now and all I need to do is email them all with amazing offers.
It’ll work right?
Wrong! Sending email after email with offers won’t work. Nor will emailing sporadically with offers hoping that by emailing infrequently in the hope that people wont get annoyed.
The only way to fully look after your list it to consistently provide them with repeated value, and not adding continuous CTA’s in every email. Shockingly, the average person gets 132 emails a day…
132!! You must stand out and be different and really think why you are emailing your list. If you’re a start-up, your first few emails are the most important as mentioned before, this is somebody’s 100% impression of you.
Top Email Tips:
- Set the stage: Rather than going straight to the sale, your first impression will set up whether they remember or forget you. The first view that your set up must be value focused and lightbulb focused.
- You will have a more impactful conversion if your emails are education focused or story focused. Teach them something and splinter from your core product if you are looking to sell something.
- People will begin to know and trust you if you are confident with your value. Asking your audience to check out new emails and you STILL don’t just sell. Add more content and then inject a couple of promotional emails throughout your sequence.
The keynote speaker, Anik Singal presented an amazing training on exactly how you should connect with your audience .
Opening up with the statement ‘Direct Marketing is dead’… was just the appetiser.
The entire presentation highlighted the importance of great copywriting. No matter what else you have in your business, ultimately copy will be what carriers you. The approach to selling is going to radically change and you have to follow this change.
The words you choose are a true representation of you when you are not physically there. These words must influence how a person is going to feel reading your content. You have to learn the art of selling through the written word.
A lightbulb moment really was understanding how the majority alienate the most targeted audience out there. People already know what they are looking for when they are in pain or looking for a solution. THEY have done the research. If you don’t laser in on what you are actually selling, you’ll lose them.
Consumers are smart, fancy words will only distract, and people will automatically feel like they are being sold something – which we all know; people hate. The beauty is, you don’t have to be a fancy writer, you just have to be real with what you represent and write from a place of value and care.
Nowadays, copy is focused solely on relationship building. Which brings everything we have discussed together. That is ALL that distinguished you from competition, is how you want to position your relationships with your audience.
Think of who you buy from? Why?
It’s ultimately because you like them. Thats it. You like them better than the competition.
Anik Singal pointed out that a great copywriter talks to the subconscious, associates writing through feelings and emotions. The subconscious mind of someone then sells to the conscious mind and convinces them. The conscious mind is where the logic comes from and it’s our job to hit on both.
Top Copy Tips:
- Use open loops when writing: People might not engage with you straight away so keeping them there is key. Customers commit time to you because subconsciously they will know something is coming later. So instigate a talking point where you will reveal ‘how’ later.
- We think in linear motion: using steps and an organised process through your writing will create better engagement. We are programmed as humans to seek closure therefore contracting your copy into numbered steps will work well.
- Read your copy like a skeptical consumer. Think of EVERY possible objection someone may have. You must break every possible obstacle with reassurance and trust.
To Sum Up
There you have it.
I want to give a big shout out to Jon and his team for organising such an amazing event in London, the likes of which we normally only ever see in the States.
The calibre of speakers set a new standard for internet marketing events in the UK and Jon took the production to a whole new level.
Where you at Frontline Marketer Live 2017? Have you attended any of Jon Penberthy’s previous live events?
Let us know in the comments.