this is a presentation on what I think is THE biggest mistake most online marketers make (truly, THE biggest mistake),...
... and what to do about it.
The big-picture summary is: the whole idea of 'funnel hacking' (copying other people's ads, or entire funnels) is deeply flawed, and in all likelihood gives you rubbish results.
In the video I share what the pros do (and how that's very different from what yer typical amateur funnel hacker does), and why the pro-approach pretty much will be non-negotiable going forward.
Here's a quick example of how - even if you click on every imaginable 'I want my privacy'-button - privacy really is no more
So, you know you 'should' build a list ...
... and of course 'the bigger the better'.
Well, in this case-study I'm arguing for a different approach to list-building (with actual insights as to WHY) ... and it's all based on the idea of the "1 Raving Fan"
This morning Steven contacted me regarding his upcoming Kyvio 2.0 release ...
... and the conversation about WHY I should check it out (because I was, and am already very happy with Kartra) ...
... turned quickly into a fabulous example of how you get people into a subscription programme, but then also make sure they stay in it!
There's a quick 'exercise' to do in the video ... I encourage you to actually DO it (as in: stop the video when asked to, do the exercise, then resume, and observe what I came up with)
now ... a couple of emails ago I made the 'mistake' of sending people a 'bad frame', and some people got offended, because I had something for sale ... but hadn't mentioned it in the subject line of the email.
Not everyone was offended though ...
... here's what Jeremy replied:
"what do you expect? You are running a business, based on your experience you are able to connect a concept to a marketing technique, and if anyone would like to learn it, then they have to fork out some money. I would think its fair and square. If they want free marketing advice, there's Youtube, but still you have to pay with your time watching advertisement in Youtube..."
So, just to be manage expectations, there's a PAID offer coming up at the end of this post:
you see, based on that experience, I decided to put together a short course on 'framing' (ethically of course, no exploitative shenanigans going on)
And it's based on my experience of learning French & my taste in music.
You see, my taste in music was formed early on in my life, around the age of about 8 years young:
I was in church, happily singing along, when someone turned around and asked me to shut up because I was so horribly out of tune.
Haven't opened my mouth ever since (not even in the shower), and developed a strong preference for instrumental music, like e.g. Klangkarussell Sonnentanz
I'm sharing this with you, because almost all frames run at a subconscious level ...
... meaning: the meaning YOU attach to a frame is almost never the same as someone else attaches to that same frame.
You can tell me all day long that singing is good for the soul, and that I'll live 5 years longer if only I sing ... I still won't. That experience from 40 years ago has shaped my belief of whether singing is safe (or not), ...
... and nothing you say can or will change that.
So, that's where we'll start when we look at frames and how to use them in marketing and persuasion.
There's a whole lot more, but for now I'd like to focus on the way of delivering the course, and making sure it 'goes in' ...
... and that's based on how I learned French:
You see, after doing my CompSci Masters at Imperial, I moved to France to do another degree (a DEA ... and no, nothing to do with drugs;-)
At that point, my French was horrible ... and my French colleagues did me a huge favour by only speaking French.
Which forced me to get good at French fast.
And the best way of doing that was to have a beer, or two.
It really was magic: as soon as everyone had had a beer, all 'inhibition' was out of the window, and the learning could commence.
and that's why this new course is going to be delivered in beer-mode.
It's a live call (I expect it to last about 2h of content, followed by another hour of just hanging out and having a few post-learning beers).
I will definitely have a beer, so my delivery is nice and relaxed. And I'm expecting you to have a beer or two (no more for the first part though) - so your 'inhibitions' are gone, and you can take on the learnings faster, and at a deeper level than normally.
And because it's in the spirit of learning something truly useful, I'll make it a complete bargain too, you can get access here for only $1.04 (but you'll have to bring your own beer).
You know the old adage, "Don't live the same year over and over for 70+ years and call it a life"?
"the same year over and over again" ...
that's what most people do!
even when you tell yourself that you're using the downtime 'between years' to 'strategize' or come up with a plan of attack for 2019 ...
... at the end of the day, for most people out there, it's just another round of 'same old, same old'.
If everybody on my list were to respond whether 2018 was massively different (and better) than 2017 ...
... I'm pretty sure it'd be 99%: 'well mhmm, to be honest ... it was pretty much the same'.
And the reason ...
... has nothing to do with goals, goal-setting, strategizing, plans, will-power or any of that.
Instead: it's YOUR way of thinking.
Meaning: it's YOUR fault. Ouch!
If you don't think that's true (and perhaps Trump, Brexit, fate or one-legged snowy owls are the root cause of your situation), then you can stop reading.
Otherwise, here's a recipe for making the new year actually different from the old one:
Yesterday, I had the great displeasure of listening to my sister drivel some total and utter bulls**t about not wanting to accept a job as an event-manager from a pharma-company, because ...
... "well, I don't believe in the Western approach to medicine, what we need is something more holistic".
Don't get me wrong, it's great to have ideals.
personally, I also think that a lot of the medical industry stinks ...
... but primarily so because WE as a society accept & shape it the way it is, not because the medical industry is run by immoral characters who are out to take over the world
(incidentally, my views are based on having actually worked in the medical industry for most of my corporate career, not something I've read online)
But, when I'm having to listen to someone whine most of the evening how tough things are financially ... and as a result her relationship suffers, she can't do for her kids what she wants to ...
... and then I hear that she could literally walk into that job, but no, it's not compatible with her holistic healing point of view, well f*** that for a laugh.
at the end of the day YOU are responsible for YOUR outcomes.
If you find yourself on an overcrowded airplane and people get bumped because the 'big bad airline' overbooked the flight ...
... remember: YOU booked a $19 flight across half a continent.
If your mobile phone customer service sucks ... well, YOU wanted the cheapest tariff.
Look at the choices and decisions YOU have made in your business:
... the list goes on.
Here's my take:
If you don't like your lot, do something about it.
Only EVER whine about it if you really, truly, deep-down KNOW that it's NOT your fault!
(which - like it or not - is VERY RARELY the case)
Take responsibility for your choices and actions.
And that starts with the next point (which incidentally, also takes care of the few cases where you truly weren't at fault, where you had an accident, plain bad luck, etc, etc, etc)
Reality rarely is as 'glossy' and fun as on TV
Or as portrayed on social media.
More often than not it sucks.
(if it helps: YOU are not the only one for whom it sucks!)
If you really want to make change, there's only one thing you can & must do:
Accept reality for what it is.
doesn't mean you have to like it.
But right now it is what it is. And that you have to accept.
Everything else is lying to yourself, and avoiding the real issue!
If you really don't like it, take action to change it.
if it's just a nuisance, and not essential to your progress ... well, f*** it:
accept it for what it is, quit complaining about it, and move on - focus your energy on the things you truly WANT to change.
"but I don't like living here, I really don't get on with the neighbours". (something I've heard a few times before...)
What can I say? It's a reality, and it's not a great reality. But there's ZERO point focusing ANY energy on not getting on with the neighbours (unless it's focused on improving that relationship of course) ...
... because that's energy taken away from making that 'moving to somewhere you like' happen.
Don't have clients breaking down the door demanding to do business with you?
That's annoying, and usually stressful. And often not easy to fix. (as Ryan Deiss says: it's simple, but not easy)
And then it's time to accept that right now you don't have enough clients.
So you can park those negative emotions, and get to work on getting some clients.
I've used the 'getting clients' on purpose, because
To this day I'm grateful to the people who 'tortured' me:
When I was 16, I worked as a programmer (<- introvert, likes working with machines) at a local medical company.
And one day, my colleagues thought it'd be fun to ask me to phone Eva and make an appointment for a future visit.
Here's what my brain was facing:
in other words: THE perfect recipe for a self-confidence/comfort-zone brain meltdown.
I did survive the phone call (probably lost 10% of my bodyweight in sweat though) ... and I am GRATEFUL to those ba***rds who 'made' me do it.
Just as I am GRATEFUL to Andi, my boss when (many years later) I joined a financial advice company.
He 'made' me make those phone-calls. Right there. With him next to me.
Every single 'newbie' in the office (as well as every single sales-professional I've trained and coached in our workshops since) came up with the same reasoning:
"I'll make those phone-calls later, when it's quiet".
No you don't. No they don't. No I don't:
'getting clients' has very little to do with your technique, your knowledge, or 'marketing' and so on.
Instead: it's ALL about your comfort zone.
And that comfort zone is almost always INCOMPATIBLE with what you WANT to do!
Your neocortex does all the planning & hoping & wishful thinking where you set big hairy audacious goals ...
... whilst your brainstem does exactly the opposite: it's unknown, and hence potentially unsafe.
Unsafe could mean death, so let's not do it.
So, sadly for you, sadly for me, sadly for the rest of mankind:
There are 2 distinct mechanisms in your brain, and they are 100% incompatible (at least when it comes to things like 'rejection', selling, client-attraction....)
At this point no, I'm now NOT going with what's usually done in the self-improvement/NLP circles:
I'm not telling you that things will only work out for those who REALLY want it (and everybody else doesn't 'really have it').
Fact is: if you haven't 'sold' before ... it's NOT going to be part of your comfort zone.
EVERY single sales-professional I've trained & coached went through the same process:
"ohh, don't worry, I'll make those phone-calls later"
Not because 'later' was going to be a better time ... but they didn't want to face whatever their brain tells them is going to happen (typically: 'fear of rejection')
So, the only thing you can do at this point is do the 2 'A's from above:
it is what it is. And now it's time to do something about it.
When you accept those things, you can stop wasting energy trying to figure out ways around the real issue ...
... and instead, get to step 4 of the AAAA formula, and go for a gentle, and respectful
... on your comfort zone & your fledgling business.
No, not taking 'massive action' (we all know where that leads: same year over and over again)
but gentle steps towards expanding that comfort zone.
gentle steps towards building lead-gen systems,
gentle steps towards having automated marketing-machines and funnels
gentle steps towards building a list, ...
If you only have a minute, watch what Arnold has to say at around 5mins (but the whole video is worth watching)
One step at a time, tiny improvements.
But consistently! Every day.
Here's the good news:
Marketing, especially online marketing is very fluid & dynamic. And it's based on human psychology, so it's super-unpredictable.
Meaning: if you're still figuring out what your clients REALLY want, what they REALLY respond to, why they want YOU to help them as opposed to someone else, then ...
... you do NOT need a nicely laid-out plan for the next 3 years
... you do NOT need crystal clarity on what your precise strategy is
... you do NOT need the perfect tech-setup with fancy automations, segmentation and so on.
Get a bare-bones system that does the basics you need right now:
and then focus all your energy on the one thing that matters:
figuring out what works (for you, your market, your audience), and what doesn't.
One gentle step at a time.
The steps are simple (and yes, not necessarily easy, especially that 'having a good, honest look in the mirror):
let me know below!
This is for you if you're are relatively new to online marketing and not quite sure what all these different terms mean. In the short video-lesson, we'll cover terms like
Test your understanding by answering the following questions:
Any insights, and of course yoru "Anything Else" questions: leave a comment below!
In this short video-lesson, you'll discover why most entrepreneurs (especially those who are new to online marketing) set goals that ultimately lead to things like
Watch this video now, and make sure to actually do the short exercises
What are your main questions after watching the "goal-setting" video?
What aspects of your marketing would you now change from something that used to have "goals" attached to it, and change it over to "learning experiences"?
And what would you like to learn?
Leave a comment below, and we'll get back to you with input & feedback.