Rich Schefren 8:30
Well, that’s Jay. And then I want to talk to you guys about what causes that first because it’s something that I believe most people don’t realize about online marketing. And it’s something that has become increasingly clear to me and to give a scope of that of the $15 billion that I’ve been credited and increasing businesses, I would say 99% has come from the movement of a strategy tactic or channel that the client of mine did not know about the people in their industry didn’t know about and moving that to them at a time when they got an advantage from that. Because no one else in their market was leveraging that tactic, that strategy, that channel.
And so my experience with that is not unique. When I’ve spoken to Perry Marshall about it, he agrees that everyone that he’s helped has kind of grown a successful business that way, or Ryan Deiss agreed with me as well saying the same thing. And so what I don’t think people recognize because it’s different offline than it is online. I’ve come from the offline world when when I was in my offline businesses, none of my businesses became very successful just because of a new marketing strategy, tactic or channel. But online. Online. It’s Very different. And every success that I’ve helped engineer has been caused by that, as well as many of my peers will say the same thing. And that then opens up an understanding about marketing that I think few people have that I want to go through with you before we go into the tactics.
So let’s go into the levers now. So and I call them levers because like, basically any of these can really like all of those examples that I showed you earlier, what all of those did for me, and my business was really leveled up like, and I want you to appreciate that why it’s only you only need one of these things at the end of the day. Because what these things do when they work and they work effectively is, all of a sudden, you’re getting much better results with no additional effort. That is how momentum is created. And momentum helps you create scale. So no extra effort, and all of a sudden, there’s more revenue coming in, that creates a slack that creates the opportunity to invest in things and ultimately, it creates the ability to grow and scale. And so that’s why I call them levers. But remember from this point forward, that every lever also comes with a lifecycle.
And that lifecycle determines whether it’s really going to grow your business, or whether it’s something that you need, but it’s not the thing that’s really going to be responsible for the growth. So the first one I want to share with you was shared with me by Daniel Levis. And it’s an interactive, choose your own adventure video strategy, that’s boosting his sales of high end, coaching clients by 200, to 300%. It’s called the interactive video strategy to 3x sales. And it’s basically turning your sales process more into a choose your own adventure style of marketing. So with Daniel, he used to have more of the traditional type of funnel for selling coaching clients, like high end coaching clients, and that is, you know, opt in to short, like, you know, 20 minute VSL kind of thing, to then an application. And, you know, moving people from page to page and having them fill it out, he switched it to this. And this is a single page, right?
Where there’s a video playing, it’s asking you questions, and then based on your answers, it is then, you know, going further and then asking another question, etc. And I’m gonna explain the process. But I want you to first just get the general overview. So with that, there’s two different companies that I know of that can do this really easily. I’m sure there’s more, but the ones that I know of, and have tested our video, ask and go to tolstoy.com, both really cool services. And I was first turned on to this by Jake Paul, Jake Wood did a video with a friend of mine, Dennis hue. And Dennis sent me this video on my phone. And Jake was talking and he’s like, you know, this is just a clip of it. But he was standing next to Dennis and this other guy, Armani. And he’s like, which one of us do you want to drink toilet water from?
And then I had to pick which one I wanted to drink toilet water from. And then I watched that person go and walk to the bathroom. And then they asked me another question and then eventually drank toilet water. The point of it, though, was the interactive activity of it. And so let me explain the benefits and the process, right. So the benefits are, it converts at a much higher rate than VSL and webinars. Because you’re personalizing as you go through. It increases opt-in rates for sales calls, because it’s new and anything new gets increased engagement right out of the gate and collects useful data about prospects beforehand. It piques interest while increasing engagement that builds more trust, desire and familiarity than other methods because you’re talking their language as the video continues and you incorporate what was asked before and I’ll explain.
You’re getting micro commitments, which leads to a larger commitment. And it increases show up rate on sales calls. And you’ll understand why. Here are three different quotes that I took from the segment that I did with Daniel. You are pre qualifying, pre educating, pre selling, getting them to fill out an application and even booking a call on your enrollment calendar. It’s all happening right here, all in the same webpage so they never have to. There’s no drop off. There’s no breakage. Next, you don’t have the typical drop off between registering for a webinar or showing up for a webinar or doing a booking page at the end of the webinar. And then an application page and so on.
It’s a seamless process, no friction between steps, and it’s all done soup to nuts, click the call and around 15 minutes. Okay, so the steps that Daniel does and yours might be different, right? He has three Questions, what type do you know? So he starts talking and then it’s like what type of industry? Are you in? Are you b2b or b2c? Right? Which niche do you most closely align with? Health, wealth or relationships? Right? And then the last question is, how much revenue? Are you netting annually right now less than 100k 100k to a million or over a million? And so if you take the two options, for the first question, the three options for the second, that means they’re six combinations, plus three, for the third is now 18 buckets with those 18 buckets. Once he has that information, what he’s doing is
he is giving them a case study that really meets them exactly where they are that if you know, if they’re b2c, then the case study is about a b2c company that’s in health just like they are that’s currently doing less than 100k, that got to the next phase to you know, get to a million. And so that’s what the case study is going to tell them about so that they’re already now hearing about a case study that is exactly like them, as they’re filling out the application and booking their appointment. Okay, so based on their answers, share a case study of a customer who’s similar, that uses the solution to get impressive results, right, and walk them through the application on the video. So people are actually filling it out as they’re going in, they’re filling out in the video, like the answers to the application. So that is the first strategy, right, and they schedule a call. So let’s go to the next one, which is a great example to really highlight this idea of this, you know, lifecycle and timing.
So outbound is the new app inbound. And what I mean by that is that, well, I’ll walk you through it. But the alphabet is an inbound, dominating outbound sales with four proven appointment setting funnels. So this was given to me by Cole board. And cold Gordon is a gentleman that has set up a lot of phone rooms for thought leaders and gurus and influencers who want to have telephone sales, but want to do it in they want to keep total control over it, and do it in a more ethical way than sending people to a call center, which is one of the fastest ways to have your reputation soiled. So Cole is a busy guy, he’s worked with traffic and funnels, he’s worked with Todd Brown, he’s worked with Aaron Fletcher and countless others. He’s done work with a Gora and a bunch of others. So here’s the process it’s adding, it’s an outbound call, and it’s adding it to the beginning of the process, right.
So you’re actually, you know, a lot of people selling high ticket products, with, you know, what I was explaining before, you know, some kind of application method that then sets up a call. What top marketers have found is that by adding an additional call to the front of that sequence, and having that be an outbound call, as opposed to an inbound call, can have dramatic positive effects. So you’re positioning this first call, as really just a concierge type leadership role, where it’s like, Whatever brought you to the website, because that’s when you’re gonna be calling them when they’re watching something engaging in something of yours. Do you find out what brought them there today and give them something for free, right, some free resource to help them right away, and then ask them a few questions, and then set up a call for a future date. So you’ve already bypassed a lot of the stuff that you would need to do online.
But you’ve also made that personal connection upfront, so you’re adding an extra call. And so here’s some of the benefits and then I’ll tell you a little story about and then show you the process a little use sales and marketing channel right now increased return on ad spend decreases cost per lead, mitigates ad volatility increases profit margins, gives you more room to scale produces outbound leads that are more likely to close the inbound leads, increases the likelihood of qualified leads that show up to appointments because you’ve already made a connection with them. And then content marketing sets you up for successful value first to follow up with leads because now you have a way of monetizing anytime someone’s coming to your site for content. And so here’s obviously because of all those reasons, it gives you a competitive advantage.
So here’s one of the examples. So as you can see here, right? If you look all the way on the left, there’s an ad, right? And it’s going to take people to a VSL. Right? So that ad sends people to an opt in page where they enter their email and phone number to then watch the VSL. Right. And then from the VSL, though, while they’re watching the VSL they’re going to get a call. Okay, so while they’re watching the VSL they’re actually Actually, you know, watching, they’re going to get a call, they’re going to get it between five and 10 minutes after they’ve opted in. And this VSL might be like 20 minutes long. And so that the idea is that you’re engaging with them when they’re active on your site. Here’s two other ones, right, like using a lead magnet to do the same thing, or to use either that and use many chats. But the idea is to do something outbound, after they’ve given you their number. And to do it in a way where you’re not trying to sell anything, you’re just making connections, you’re giving them something, and then you’re following up with them.
And so when I, I’m very close with the guys from traffic and funnels, Chris Evans and Taylor Welsh. And when I was telling Taylor about this conversation with Cole, I, you know about outbound being the new inbound, Taylor was like, oh, yeah, no doubt we switched over around six months ago. And I’d say about 90% of our sales come from the start with an outbound call. And, like, the reason why I think this is a great example to kind of articulate or illustrate the, what I’m talking about as far as lifecycle right now, because so few places that, you know, few websites that you go to, will call you, it’s a novel thing, and you feel like the person cares, and it’s actually does extremely well, once everyone starts doing that, I can assure you, you will not be greeted the same way with by the phone call, like it will be a totally different thing. And so, you know, right now the people are doing it insanely well, at some point that will stop. And the question is, will you leverage it, you know, if it makes sense in your business before, you know, while it’s so easy to make work.
Alright, so next one. This one’s really quick and simple. Let me go to this one, a channel you can leverage to build target audiences of your competitors, customers, or complementary customers of other products for dirt cheap, this one I learned from Gerhard Chaudry. And it’s really pretty straightforward. you’re leveraging adware to trigger pop ups and pop unders based on user behavior. So let me explain that adware is not spyware. If you use honey, then you’re using adware. If you have a lot of extensions, you probably have some adware on your computer. About half of all computers have adware on it. And when there’s adware, there are a couple different networks, which I’ll tell you about in a second, where you can buy pop ups and pop unders on those computers, okay, and it’s a computer not a browser, because the adware is now on the computer, which means that you can target a keyword no matter where it’s typed, no matter which search engine, right, you can target any individual website, no matter whether they’re using Chrome, Safari, Firefox, or any other right brave.
You can target any specific URL, and it costs anywhere from 1.5 to three cents per pop. And here’s the most important thing, here’s why you do it, you might have them opt in for something, you might try and make a sale, you might do an affiliate product, who knows. But whatever you do, you want to place your Google Facebook and ad roll pixel on it. So that this way you can build out targeted, you know, groups that you can then target later that have come from these different sources. Okay, so I’ll explain a little bit more. So first, here are the three different networks that you can buy: trafficpropelmedia.com advertise.com and RTXplatform.com. So those are the three and then here are two examples. So with stealing our winners, let’s say I was going to target not competitors, right. But two different groups that would be very good for me to target. One could be ClickFunnels users, so people who are using Click Funnels to sell, right, well, when I go to check my stats, and click funnels, right, this is what I see. And so I can target just this part, click funnels.com forward slash funnels, if that appears in a browser, any browser, right?
I can target that and have my pop up, either pop under or pop in front. But either way, what it’s doing is because it pops on their computer, it’s now adding them to a targeted list. So I could have all the click funnel users or I could do it on an order page of a competitor of mine and anyone who hits that order page becomes part of my targeted list. Or I could do it on Infusionsoft. Right because anyone who’s checking their stats and Infusionsoft might be a good steal our winners subscriber and then I would just target that part of the URL sign in.infusionsoft.com forward slash login, because that would be someone who’s logging into The system. So this is a strategy that very few people know about, you know, you’re not going to replace all your advertising with this. But this is incremental. I know a lot of people that do this. And it’s just an easy way to make extra money in their business by targeting and getting access to a group of people that normally you wouldn’t be able to. So let me tell you the next one, the next one is from Charles Kirkland.
And it’s a strategy that gets high value prospects for pennies. And this is not like late breaking info. In fact, we did this, I think, in the very first issue that we released this year as winners. But I still think it’s very sharp. And it’s something that very few people know about. And it only works for businesses that would be in the right situation. So how to easily target high value leads for dirt cheap. And it came from Charles Kirkland. And he did this for a high end consulting company. And I don’t remember exactly what’s on my slides. Let me put those on first, and then I’ll explain it. Alright. So yeah, let’s see here. So Charles, what Charles had to do, let’s see, Charles was hired by a company that was a consulting company where their minimum engagement is really $100,000. And so, you know, where do you find leads that are capable of spending $100,000? Right? Well, Charles had this idea that he could ask the CEO of the consulting firm, to rank his favorite books for HR for strategy for supply chain for whatever, right, and write like a paragraph about each one. And so the CEO of the consulting company did that.
And Charles then consolidated that, turned that into a report and then bid on all of those authors’ names. And guess what, there’s not a lot of, there’s not a lot of competition for you know, academic authors of like management Tomes, and so the price to advertise dirt cheap. And so he was spending pennies, right to advertise the, you know, that report of the top books on it, you know, these different categories, but he was able to get buyers for pennies. And actually, people who did convert to six figure engagements that cost almost nothing to advertise to take, can generate a low cost per click. easy to make, right? Like this premium is not hard to make and positions you and your brand as a real world authority.
Here are the steps identify your target audience, if this works for you compile a list of eight to 15 books that you’d recommend to your ideal customer, create a PDF that lists your recommended books with a brief summary of each right create an opt in page that uses the benefits of your recommended books, right drive traffic to the opt in page. And you’re doing that by bidding on these authors who generally and the names of the books that generally have very little competition, right. And this was like the page that he sent them to you, it couldn’t be any more basic right. He achieved a cost per click of under 40 cents and saw conversion rates for his opt in page over 20% from this very basic offer.
Outro 28:30
Thanks for listening to the timeless marketing podcast with Brian Kurtz. Visit briankurtz.net, and click podcast at the top of the page for a full transcript and show notes. If you’re interested in working with Brian personally inside of Titans Xcelerator, go to Briankurtz.net/help to see how Titans can help you grow and scale your business. That’s B-R-I-A-N Kurtz [dot] net [slash] help.