MyNAMS Insiders Club 8.27.2020

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And i’m on a i’m on a strange um internet um system so i don’t know how good this is
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i think it’s got to be better than mine so um we will um we’ll get started here so
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this is thursday it is the weekly insider’s club mastermind call i’m looking at people walking on the beach
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in front of me today oh wow so um this is the weekly weekly thursday mastermind call we do this every week
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we’re getting new people in the insiders club all the time we have lots going on so if you’re new
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here and you haven’t been to a call yet please uh type your name in the box and tell us
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that this is your first time uh just type in the chat okay good everything
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looks good thanks john all right um so so this is the last week of the focus on content
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month so august is our content creation month and one of the things that we’re finding
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out by doing some surveys and stuff is that people really don’t understand how to
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use content and why you would do so much content so you know if you’ve got questions about the content that
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you’re creating or if you’re creating content or if you’re not creating content
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uh and you know type that in the box here in fact if you would just answer this question
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are you creating content every week yes or no okay
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i’m listening yeah any content don’t care whether it’s blog posts images or whatever we’re
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going to get into that a little bit and figure that part out too so then the next question is going to be
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are you getting are you distributing that content for traffic purposes yes or no
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okay good i’m getting not like we should be not yet
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yes um hold on charles up turn that down please so um let’s see okay so that was the two
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questions you’re you’re creating content and and you are distributing content okay
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so or not so if you’re not distributing content you’re not you’re kind of wasting your content and we’re going to
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talk about a couple of things why it’s so important and all of that so um i’m sorry hold on one second i can’t
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i can’t do this hold on just a second okay i’m still here
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all right so um the importance of the content is to get traffic that’s the only reason you’re doing it
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right so that’s the reason that you create content is to create more traffic for your site so if you’re
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creating a lot of content and not distributing it you’re not getting any
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traffic and that’s a huge waste of time and effort so that’s one of the things that we’re really going to talk about
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um we’re really going to talk about it in the traffic workshop that we’ve got coming up
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and if you haven’t signed up for that we’d love for you to sign up for that um but the important part about content
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is always understanding why you’re doing content let me tell you creating content
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is a lot of work i mean it is it is if you’re creating good content with
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a purpose it’s a lot of work so you’ve got to have a great purpose for doing it one of the things that i was listening
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to the radio station was on my way down here and uh the news station and they were
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talking about how um the pandemic is going to change all of the way it is
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going to change the way people do business for a long time and they were talking
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about it being almost the death of brick and mortar and brick and mortar businesses are going to
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have to figure out how they actually sell stuff going forward because they’re not going to get the traffic the foot
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traffic like they used to so the um the the point of that was that
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for them to compete in the online world they can’t compete like they used to compete with a billboard and with
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newspaper ads and stuff like that for people to walk in they’re gonna have to compete with
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content just like everybody else to get people into the system there’s gonna be a huge
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opportunity for you folks who know how to do this and are learning how to do this because
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you can help those brick and mortar businesses in your area learn how to get more content online
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drive more traffic in via the web sell more stuff and they become a delivery outfit that’s all that is so content
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really is kind of the key to everything because you can’t get con you can’t get traffic without driving
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to content and so that’s why this is so important now if you guys have content you want us
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to look at today we can do that um the yeah john says you’ve been working on a
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project for over years that’s your tv thing that you’ve been doing your documentary
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yeah okay so let’s talk about a couple of aspects
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that go into that content the first thing that i’ll give you an example
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jennifer is on vacation as of yesterday she she went away with uh three girls that
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she went to school with and all that kind of stuff and um
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they’re all been quarantining for a while so they could do this safely and they’ve rented a cabin
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and they’re in a cabin in the north georgia mountains and you know they’re just having a good time
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and on the on the way down here this morning to tell you this quickly before she
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before we move on on the way down here she said he’s going to be on the call and i said yep i’m going to be there
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but i don’t know it’s going to be right at the time and so when i walked in the door here i had a
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skype said are you there yet i can never get away by the way and i said yeah i’m there i’m vlogging in now
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and she sent me back she said thank god i’m in the lake right now so she was not going to be able to get
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on but anyway what i was saying was the the thing that she did this week she was going to write
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a bunch of emails before she left for a program and you’re hearing you’re getting emails on those today
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today i think it started today uh about the kevin fehe project restart and she was part of that interview
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series and kevin is a great content creator and he creates all of his content
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with a defined purpose so kevin created an interview series and this is an oto one of his
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of this thing that we’re launching today the first part of his of his project is a blueprint the oto
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one is an interview with over 20 people about what they would do if they had to start over and uh what
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kind of businesses they would do and what they would what kind of blueprint they would use and what tips
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did they have and all that kind of stuff he interviewed jennifer for that um and and so she was gonna write the
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emails for this and so she hit me up on tuesday and said okay i need your help she said
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i cannot come with it i can’t come up with the angles like you do and so
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you know i never start an email without having some kind of hook and it really does use our seven-step
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storytelling process is what we try to do in the emails as much as possible and if you pull up that storytelling
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template you’ll see what those seven steps are but all of our content um uses that storytelling process as
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much as possible and and so she gets stuck on the hook because she can’t really put
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the words in place about um to get her mind in place about what how to how to convert experiences into
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the content as a hook now i just said she can’t she she’s not experienced enough at it yet that she
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can do it easily when you get experienced at it it you see it everywhere
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so you know there’s a dozen things that have happened this morning already that could be a hook
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for me to write more emails on today so i went through and just started creating the hooks and she
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filled out the rest of the body on on these emails so it was a collaboration
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that way now the reason i brought that up is because emails are as much content as anything
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so you have a lot of content that you’re creating you’re creating emails you’re creating blog posts you’re
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creating [Music] articles for medium and for
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linkedin and for facebook notes you’re creating facebook posts and you’re creating tweets so if you go
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through our daily content profits checklist you’re going to see there’s about 30
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different things that you can do and you just really have to choose which of those you want to focus on when
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you’re creating your content and the the best thing to do with this is to come up with a plan
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so you start with your plan of where you’re going to get the most bang for your buck
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right where you’re going to get the most bang for your buck from content so where’s your market where is your market
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is your market on facebook is it on instagram is it in uh is it on twitter
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those are completely different approaches is it on youtube that means you got to do a video
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right so those are different plants but they can use the same content as the basis of all of that
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so uh john you’re asking would you say that hooks are the same as prompts for
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writing i’m not sure what you mean as prompts for writing but if you’re talking about
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a way to get people in to your into your content yeah that’s what a hook is a hook is
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something that grabs people and if you look at again if you look at that storytelling template you’ll see the
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first thing you do is a hook and a hook can be a subject line of an email or it can be a
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first paragraph in in the newspaper business when we used to write articles the the
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first paragraph was always the lead and the lead was the encapsulation of the entire article the point
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of the article so that you started with the most important information first and then you went down with
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supporting information below that it’s called inverted triangle writing and
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the lead is not written and in the newspaper business there was news writing
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and feature writing and news writing was lead based what’s the most important thing that you
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want to say and that’s when you’ll find stories that say like um
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um black men shot seven times in the back in kenosha right that’s that’s a lead
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that’s a that’s a lead that gives you the most information at the top and then you start drilling
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down to it below that feature writing is um more of a where you get more creative
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and that’s a curiosity that’s often biographical information and it’s uh it’s how-to articles it’s
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the travel articles are great so you paint a picture when you do a hook in the first so john does that help with
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your question so a hook can be a question but mostly it is something that jumps out
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and grabs you it’s not it’s it’s the kind of thing that engages you and then you want to
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hold on to it when you’re writing so uh let’s see you guys are asking some
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questions here let me check in here and by the way since we are just me today
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not going back and forth with jennifer if you want to open up and you’ve got a microphone and you want to ask these
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questions we could talk about it you can do that so um well you can always do that but i
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encourage you to do that today okay so mike says send goes for broadcast news
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and that’s the what any news is that way because that’s the you have those two distinctions the news
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lead and you also have the the feature kind of writing style you may have that news lead
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approach when you have a launch that you’re doing or you have a tool that is ground
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breaking or you have a process that is ground breaking
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because you want to get the information at the top that drags people in quickly because this is
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problem solution here it is boom right there at the top if you are uh trying to
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build suspense build momentum that kind of thing then it’s going to be more of the story based
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kind of thing okay so john you said what if a person has a product but doesn’t know how to
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reach their target audience which john is this we’ve got three john’s on here john
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go ahead and unmute yourself hello hey so tell me what you’re talking about okay
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so one of the things obviously that we’ve been talking about is the the art history documentary
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docudrama that i’ve been working on initially it was going to be for teenagers and adults in the homeschool
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network but as we’ve developed that a little bit more trying to find the right people
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online particular has become really really difficult because they’re wanting a product for
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literally peanuts so it’s trying to find the the widest market but at the same point the most niche market that it’s
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going to be uh perfect for and i literally agonize about this now because you’ve got a good
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product a fantastic product but then it’s how to get it now into the right hands
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so tell me more about the product but what it is okay so it’s called after the ages and the best
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way to describe it it combines art and history together so you’ve got an art tutorial
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um and this will be the full course you’ve an art tutorial that could be on say polls
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it could be a big ban it could be on uh anything from this series in the industrial revolution
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you’ve also got then a documentary that goes along with it um so i suppose add more of an
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entertainment feel and there’s a different way to hook people in because if they see the show
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then it’s it’s another way to people or for people to engage with it promote the artwork and
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also hopefully get them buying the the full course so now is this historical or is it our that you’re
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producing both okay okay so you have a historical hook
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to this so really what you’re telling me is that your niche market for this is people who are interested in
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history history uh as well as how to art okay so those are two attributes that
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will blend well together right yeah that’s kind of what i was thinking with it
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so when you start looking for your target market there you’re not going to go
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you you start by subtracting yeah so you go to well you’re going to be you got two big
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big levels here you got art and you got history yeah so where do they blend where do
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they meet well i think for this in particular because this started
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originally with a former member of staff and we just started batting ideas around and it was a different way
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when i was doing facebook ads to really promote so it could be people that were fans of
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saint paul’s big ben jack the ripper et cetera et cetera et cetera um and it was at that point that they
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started to blend when we had a jack the ripper art piece that was there and the fans of
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jack the ripper was starting to see it and then start to hear about the show they were all getting really really
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excited and we started selling record amounts of prints for this specific piece okay so let’s
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talk about that one specifically because what you’re telling me is that you created an art piece is that right yeah
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that’s correct okay you created an art piece about jack the ripper you followed up with a
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documentary about jack the ripper and then you have created a whole story around that yeah so history
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teaching on this is an obvious um solution right yeah so when you talk about history and art there is art
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history yeah you’re going beyond that i’m going beyonce so for example
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um without giving too much away the docudrama side of it is yesterday given the
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documentary of the way it would have been and what would have happened but it’s giving the audience a very
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unique perspective of what if you were able to go back in time so for example
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what if you were sent back in time by your future self and you arrive at this moment in time how
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you’re living there you know all the things that are going on the stories that are happening as
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well and and it’s another way to hook people in um
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so maybe something far bigger than it needs to be well homeschooling is probably not the
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right thing right yeah because it’s not an instructional yeah i’m finally even with my own things my own
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art courses yeah so it’s actually more entertainment than it is than it is homeschooling
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those kind of education so how do you get this into the entertainment industry
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is what you’re after yeah that’s that’s the hard day okay so um then your your target market
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here has to be entertainment producers right right so that’s a pretty small market
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yeah okay and one of the ways that people make make an inroad on this is driving
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traffic to their youtube channel where people see it becomes a viral kind of effect right
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that’s kind of what i was thinking as well in doing this because the last thing i want is to put in
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nearly two years worth of work and then for just to go nowhere right right okay so your
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your platform here’s going to be youtube yep and any other video distribution channel
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and you’re going to be tagging and targeting producers television uh film companies
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that kind of thing so who does all of the who does all of the uh reality tv you’ve
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got a lot of research to do to find out who the producers are so that’s the deal and how many of these
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do you have in the can at the moment it’s going to be a 10 episode
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series but i have uh sat and actually i’ve got potentially 10 series um so it works out
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about 50 paintings so the three ways of getting it is you’ve got art courses you’ve got ways to
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promote my own artwork and then you’ve got an art history ducky drama as well to really engage
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with an audience to again um promote our business as well
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okay so what’s your let’s get really focused on what your hook is on this because your hook is not
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the art courses or the paintings the hook is the entertainment value
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right so you know who does this really well cool steve the travel writer somebody help me
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steve steve steve the pbs guy who traveled yes guy yeah what’s his
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name steve i don’t remember but but but yes that does
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google it yeah so steve steve rick steves that’s it thank you right okay rick steves
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okay so rick steves does this really well he’s built an empire around the entertainment of
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travel okay he sells travel tours and travel trips and travel guides and travel
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paraphernalia right so that’s what you’re talking about you’re talking about the
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entertainment and selling your other stuff secondary yes your focus has to be on the
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entertainment piece of it if this is what you want it’s this documentary and assume that you want the broadcast
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version of this right because i mean the the really cool thing is we have had some of the big um
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television companies over here that have all come back with really positive stuff any um content that we want to use we’ve
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basically been given with their blessing within reason um and you know for them to turn around so
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it sounds like a really good idea it’s not been done before see how this goes and we’re doing this for a really
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small team and small budget and so thankfully everybody’s been really on board with it so
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so is there an is there an offshoot to this to the to those of us who are grand design
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followers and dream of if we had the time and money and and we’re at the right age
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if we actually built our custom house or what a dream house like is there an offshoot to the
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entertainment of uh interior or design or custom build or yes so so i was going to say that
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actually dominique that’s a really good point that john you’re you’re going to be studying
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rick steves and all these other kind of people in that field right in the reality business
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yeah but people like rachel ray or um one of our favorite programs now is hometown on
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hgtv and it’s a couple that is basically trying to restore their entire town it’s a completely
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different approach one house at a time and so it’s really an interesting approach and it’s all
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entertainment because they don’t really show a lot about how they do it right so there they it’s about it’s
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personality based and all that so dominique to your question about this this would fit with any niche
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if you want to um if you’re in the cooking niche i saw willie on here a minute ago i
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don’t know if he’s still here or not but willie’s in the cooking niche and other niches as well and it could
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easily become a program which is entertainment based if that’s what you want
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and sell secondary now the thing that’s really cool about this is that you don’t have to be on pbs you
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don’t have to be on abc nbc hdtv uh dfy channel whatever it is you know the history channel or anything these
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days you can do this via youtube right so you get a following of a million people on
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youtube which i know this sounds crazy to say a million people but you get a following of a million people and you’re
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never going to work again you get a following of of of 50 000 people
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on youtube and you’ve got a really good start people take notice right so that sounds like big numbers um
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but when you have a focus and you drive the right market toward that you can do that on any of these now that
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is that’s video content but but remember video content spins off into books it spins off into
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tweets it sends off into facebook it’s social media all this stuff now i see mike is on here
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mike beak um mike why don’t you open up too if you can for a second
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you got it before i ask you a question dominique did that did that make sense um uh yes and i had other thoughts too i
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mean those of us who used to go to the art gallery in the museum and don’t right now
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like there’s there’s a whole market and i know that i got involved with trying to recreate
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the um you know the historic colors and do all of that
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there’s somebody up in canada debbie travis who had a whole show on this uh restoring her own house
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old historic house in montreal and then there’s
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a nicole whatever her name is up in detroit um who’s also restoring uh
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houses so there are a lot there there’s a wider audience for this i think yep i agree
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i agree and i don’t think anybody’s doing it so it’s really and this makes me think about my niche
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and thinking a gee i could i could switch my niche into um into broader and more
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entertainment or i’m a tax accountant bookkeeper and i just thought only small
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for services based business and i thought oh that’s all i had to sell but gee everybody’s interested in their
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budget and numbers and understanding economics there are other products that i could
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offer because i’m an economist by training so and you would you would study susie
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orman and and dave ramsey and those kind of people for that yeah so yeah okay okay mike i wanted to talk to you
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because you just intrigued the crap out of me this week with the big green egg
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so if you don’t mind mike put your your link to that uh blog post in the okay chat box there mike posted a little
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thing about making bagels this week and i don’t know if you guys saw it or
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not but it was just beautiful bagels and i really really want i love bagels my
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wife said she she does not understand why i love bagels she said they’re just carbs it’s
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just all carbs why do you love bagels i said because they’re just carbs they’re just
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all carbs i love bagels so anyway mike made these beautiful bagels
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and so when we started asking questions and then and by the way the picture was the hook
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right mike yep the picture was the hook so when you go to mike’s um green egg chef
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green egg chef is it is it the front one on there uh i gotta see actually i don’t know i’m
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going there now yeah it actually is okay green egg chef.com right it’s the top post yeah
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okay so i went there and i read the entire thing i watched his video on how he was doing
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it by the way you know you had about two minutes of blank video at the end of that i know i
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saw i said when i did it the other day because i didn’t i haven’t looked at it in years so
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okay thank you but it’s still really interesting i know so um he went through the entire process
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really nice production of creating a video for that and and mike i didn’t know that you were such a baker
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or such a green egg person um i’ve been i was a big green egg person because i have bought my umpteenth
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weber grill in the 90s right and that one rusted out and yeah okay there’s lots of us probably
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and so um i said okay i got to buy new weber what’s out there and i found this group a chat group
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of a bunch of nuts seven by 24 that talked nothing but barbecue right nothing but
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and this whole surrounded this thing with this one product called the big green
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egg which is a kamado cooker there are kamado joes there’s a lot of them right now it’s a big heavy ceramic
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cooker that was developed in japan and china and um i said i said to my wife i said i think i got
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the replacement it’s not cheap it’s expensive but i want to buy it again because it’s guaranteed for life
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and she says what is it i said it’s called the big green egg says what color is it i say green
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she says not my deck we’re not doing any green so i’m working out of my house at that
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time and i get a knock at the door one afternoon there’s two burly guys out there with a
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big table and a big green egg and they put it on my deck and that was my birthday present
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for that year and i have been hooked ever since well you the video that you did was very
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entertaining because you i mean it was really nice it was like it was well done
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thank you i assume you did that yourself yep tell people about creating that content how long ago was that
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that goes back probably uh three years ago okay i don’t know if you ever heard of a
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guy named rob berkeley no no okay some people may but that’s right go ahead yep
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now you go ahead you’re going to tell us how you did this video well i i did how i did the business i mean how
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i did the cider the video the video the video well i just mounted a camera i
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think it was maybe my phone i think on a tripod and there’s steps i went through that’s
00:28:26
the steps i go through in baking the bag and preparing the bagels and i just put
00:28:31
the camera wherever i was at that point in time in the cook and um and then i used some tools after
00:28:37
that i you know just video editing tools that i got to speed things up i found the
00:28:43
right music in the background and um so you could see the steps i go through but not have to
00:28:48
go through each step to its completion and it was a good yeah yeah so what what you start my
00:28:55
point is yeah that about this and you’re you’re getting right there with all of this is
00:29:01
you first off you said it’s big green egg chef right green egg chef yes green egg chef okay i didn’t want to
00:29:07
go big green egg trying to keep a little bit away from the copyright in fact when i try to
00:29:12
copyright the name i got slapped the lawyer yeah okay so um
00:29:21
so i put it in the uh the chat box there for you guys to go look at um the the the thing i wanted to get to
00:29:27
with the uh the content was several things here first is
00:29:31
you can create content these days with a with a phone i mean that is your primary tool
00:29:37
for getting started with content these days is a phone you can either video with it or you can
00:29:43
dictate into it to really get started i see john sometimes when we’re doing that john’s
00:29:48
talking into his phone sometimes and i know what he’s doing he’s dictating an idea
00:29:52
that came as he’s listening to this i hope maybe he’s talking to somebody else on the phone i’m not sure
00:29:58
but anyway the phone is your tool and you really think of this as your tool um so the um what what mike did with
00:30:07
this video though was created an entire blog post around this now it’s three years old
00:30:12
still absolutely appropriate and is doing repurposing with this and building out on his site so is this part
00:30:19
of your social media distribution or did you just happen to put it up there on facebook that day
00:30:25
oh i just have to put it up on there actually to be honest this was an ongoing um attempt at
00:30:33
some marketing um experiment which was to build to build a site and this is the reason i mentioned
00:30:40
rob berkeley was he was i i met him through the glazer kennedy world he was my mentor
00:30:46
really great guy he passed away from his cancer about a couple years ago is terrible
00:30:52
anyway he said to me at one of these glacier kennedy things mike after we listened to
00:30:58
somebody up on the stage green egg chef and that one sat in me in my mind you know and i had started this
00:31:04
kind of i built a video around how to make a pizza that’s you know back back then anyway he
00:31:10
caught up with me a few years ago in 2017 i think it was or 1617 and he said mike
00:31:15
there’s some marketing i want to try i’m following this guy he’s in europe and i think it’s really
00:31:21
good and what it is basically was building a site um and this was the green egg chef around a
00:31:28
concept where you’re basically posting blogs and you’re and you’re basically an
00:31:32
affiliate marketer where yeah so it’s going to ask you how are you monetizing your content that’s it that’s
00:31:37
i mean that’s what it was intent was to monetize this primarily by finding products to talk
00:31:44
about you’ll talk you’ll see subjects are like salt i mean some really crazy
00:31:49
niches in this you know in the cooking business and not promoting anything that i do
00:31:55
necessarily although i do have my pizza recipe out there one can buy
00:31:59
but it’s really to find products that i kind of review and then get the affiliate you know
00:32:06
money it didn’t turn out to be as lucrative as i wanted it to be so and then he was
00:32:10
getting sick so i just sort of it’s been off to the side i’d love to do it but i just it wasn’t
00:32:16
monetizing enough for me to continue devoting sure whatever little time i have to that but sure
00:32:21
but if you really targeted this for people who are big uh who are um green egg owners
00:32:28
or kamado owners um or people who want to be yeah that’s a pretty good sized market right
00:32:35
it really really is and they’re and they’re and they’re committed there like i said yeah
00:32:40
the people you spend by 200 bucks on a on a big green egg you’re going to be
00:32:44
committed it’s not that much just you can get it for a thousand okay but anyway it’s that’s exactly
00:32:50
right there’s a they’re really a motivated it’s like any niche whether you’re in
00:32:54
golf or you’re in cooking or you’re i mean the niches have riches that’s for sure
00:32:59
and this gets it down to a pretty good niche in the grilling world okay so the um the thing about the
00:33:06
the the niche that you’re talking about and the the green egg is a thousand bucks
00:33:12
there’s probably a lot of money there because you know they’ve got money if they bought a green egg
00:33:16
oh yeah but you also know that they are going to justify that purchase by buying more stuff
00:33:21
i mean that’s what happens right so when you’re looking for a niche to promote and build content around
00:33:27
what are you going to look for you’re going to look for something where they’re already spending a lot of money
00:33:31
and you want to build your content toward that right so mike thanks i appreciate that so the
00:33:38
the video that you did you also didn’t turn into a blog post and then you started doing it on
00:33:42
facebook and that worked really great so you made it again mike you’re muted you’re muted now you’re unmuted
00:33:52
you’re going to get a recipe in the mail david oh good and and and if you have if he gets stuck i
00:33:57
might even because there are many other people like in my rotary club and people around the country who
00:34:02
know me they would love me to be online while i coach them on how to make the bagels
00:34:08
pizza i make the best new york pizza in the world also comes from the green egg chef so i
00:34:14
might do that you know i’ll let you know okay i’d like to see that thanks um that’s by the way another way of driving
00:34:20
traffic so all right um let’s see
00:34:29
look at tony’s message to you mike there she’s got a problem signing in there uh cindy i put the link in there and
00:34:40
okay so let’s see all right so let’s talk more about content and
00:34:47
who has um who has stumped with the content that they’re creating right now creature your voice are you coming are
00:34:53
you having a difficult time coming up with your voice that’s the thing when you’re creating content because that’s
00:34:58
the most important part of your content is getting people to know you
00:35:02
relationally so you’re building that relationship by um
00:35:10
just by consistency of who you are and what your voice is so talk to me about that who’s doing this
00:35:15
who has questions about that part nobody so i do i do um uh i am uh i’m a bookkeeper tax
00:35:28
accountant and i’m developing uh a couple of different coaching and training programs
00:35:33
right now it’s um i have uh two focuses uh one is for small corporations and the
00:35:43
other is for proprietorships okay and it’s to help owners understand um
00:35:52
understand how easily they can meet their uh business object business objectives while
00:36:01
um gathering the right information so they can manage their business profitably and manage their
00:36:07
cash flow and so um i swap back and forth between text be in my
00:36:14
head and my drafts between tech speak and kind of business uh business speak and you know
00:36:22
sales speak so i i’m i’m what’s your goal dominic of this of your communications with
00:36:28
these people is your goal to train them or to sell them
00:36:35
i’ve i’ve got um sorry just one second i’m going to close the door so i’m i’m a solo practitioner
00:36:50
and i’ve only got so much bandwidth but i’ve got a lifetime of knowledge what’s your goal um so my goal is to
00:36:58
find some uh a good a clients for me and then for those who already have other bookkeepers and
00:37:07
and tax preparers give them more knowledge so they can gather their information better okay so
00:37:13
your goal you’re telling me is that you want to sell to get clients yes that you want to
00:37:18
train with your courses right yes correct so training with your courses is obviously where you want to
00:37:24
get into the tech speak correct because you’re going to be talking to people
00:37:29
in the courses about the actual how and i’m going to talk about computer tech speak i’m talking about
00:37:35
that the how to’s and what the how-to’s yes and wherefores and all that kind of stuff with your
00:37:40
training so that’s a different voice right it’s still dominique but now we’re in
00:37:46
learning mode right and so that is straightforward step by step
00:37:50
one two three four that kind of stuff the second the first one though is the selling and that’s relationship building
00:37:57
so you can’t train and sell you can but but you don’t want to do that
00:38:04
right focus on the selling piece which is the building the relationship because selling happens when they know like and
00:38:10
trust to be to use that cliche so they got to know who you are they got to like you
00:38:15
and then they got to trust that you’re the person with the right solutions so going deep into and and here’s what
00:38:21
happens with us and i know a lot of people that do this as well is that
00:38:27
when you know a lot you tell a lot and that is death to a sales process
00:38:37
so right i only know i only know how to do binary i only know how to do non non non not content based
00:38:46
without any stuff or at the minute my mouth opens in text uh all this jury all this
00:38:53
technical stuff and i i watch people’s eyes glaze over so and you have to break yourself of that
00:38:59
because if you want to sell you have to break yourself of that because if you don’t you don’t do the
00:39:05
selling part so you have to get really focused on what copywriting is and copywriting is
00:39:09
completely different from training and so what the first thing you should look at is our
00:39:15
home run copywriting course in the insider’s club so that is a walk through on how to do that
00:39:20
entire process so um all right so um does that make sense what i’m telling
00:39:28
you because you got the knowledge obviously um
00:39:34
in theory it does but oh my gosh i the uh right now the only way that i know how to write sales copy is i speak
00:39:43
it i i either tell somebody or i pretend somebody’s on the other side and i tell
00:39:48
them i record myself and then i transcribe because i can i can speak
00:39:54
human yeah but i write tech okay so let me tell you something and you’re not gonna like this
00:40:00
that’s why advertising agencies exist because um people who love their product and are
00:40:06
in the middle of their product um can’t sell their product most of the time
00:40:11
and that’s why we have to hire a copywriter sometimes i mean it is so important to um
00:40:17
to be able to step back and talk about benefits right i i used to agonize over like i
00:40:23
mean i’m not new to this game i was in a different version of it i was in you know big systems implementations for
00:40:30
22 years prior to be being um being a uh being in practice
00:40:39
as a public accountant but um it would take me six to eight weeks of agonizing over copy
00:40:47
practicing creating newsletters before i ran out for my one year speaking tour and you know about two months into it i
00:40:56
finally got the ahas and um and then i then i learned you know i learned the human speak
00:41:04
and when i’m trying to create content and blog posts and i’m trying to do one or two things a week or three or four
00:41:11
things a month i don’t have my six weeks to two months so i understand
00:41:16
i understand so here’s but it does take practice i mean this is the to me this is the this is the most
00:41:21
important thing that we have to understand is we got to do this stuff over and over and over and over i still
00:41:27
write copy i’ve been doing this 15 years and i still have to write the copy over and over and over
00:41:33
to make sure that i keep the benefits up front at the top and focus on everything else so let me
00:41:39
just say this one thing and then i want to move on to somebody else let me just say that
00:41:43
when it comes to writing sales copy if you have trouble speaking as you call it human
00:41:51
i’m going to tell you it’s more more persuasion than anything it’s like almost non-human but it is psychological
00:41:56
but if you have trouble doing that the thing you need to do is practice with a human so get somebody
00:42:03
across from you and talk about your product back and forth on a recording and pull out those pieces
00:42:09
that work and then start drafting longhand and stay away from whenever you see tech
00:42:18
whenever you see somebody’s eyes glaze over as you said about the tech piece yank it you just have to be brutal
00:42:25
when it comes to copywriting okay including that thank you okay all right thanks dominique that was
00:42:32
good all right uh let’s see okay who else has wanted to talk oh
00:42:42
what’s it i think it was pat pat are you here did you want to talk about that for a second
00:42:51
i i mentioned my biggest problem is finding my voice yeah tell me why and i i just
00:42:58
realized part of it is because i know a lot i tell a lot and that’s death to the sale yeah when i
00:43:05
write i don’t know what it is but i tend to do bullet points yep although when i talk
00:43:12
i can blob you know and i have adhd so us adhds can blab a lot so um i seem to do my best when i’m one-on-one
00:43:21
with people and then right away i am pretty good so i think based on what you just suggested to
00:43:29
dominique is doing your copywriting course um that you
00:43:34
i forgot the name of the one you just mentioned home run copywriting online copywriting home run home run
00:43:40
copywriting say that again home run like in baseball oh home run
00:43:45
okay does that focus on also helping you find your voice it focuses you on the process of
00:43:50
copywriting and how to subtract and stay clear about the selling process
00:43:58
it’s all about persuasion because i used to write my father had a real estate business and
00:44:07
he taught me how to write classified as that’s when they used to have it so i for some reason i was extremely
00:44:12
good at that i would get amazing results whenever i did that but those days are over
00:44:18
so uh another thing is um you know i used to talk and you know uh a much more complex vocabulary you
00:44:30
know three syllables like i sounded like an academic or whatever then i learned to
00:44:35
speak like you know to grade six yep sometimes i wonder if i’ve maybe simplified
00:44:41
things a little too much and become a little too simple probably not you don’t think so
00:44:50
probably not i know that journalism schools teach for a sixth grade level
00:44:55
and it’s not just because they want to communicate to everybody but it’s because it’s easier to create
00:45:02
short clear sentences than it is to make them incredibly complex now i i
00:45:08
know that’s different in depending on the audience you think about the wall street journal
00:45:13
their audience is is ceos in finance that’s a different kind of journalism that you’re going to get
00:45:21
usa today when i was with gannett many many years ago when we first started usa today
00:45:27
it was short sweet bullets that was it still is pretty much there’s occasional feature picture feature uh
00:45:33
articles in there um page two i think is always feature um but it was always about short sweet
00:45:41
common denominator speech so that everybody can understand it if your niche is academic let’s say
00:45:50
i think mary jo might be on here today or soon mary jo has a academic
00:45:58
niche well that’s actually not my niche but anyway well what i’m saying is that the
00:46:02
academic niche has a very different vocabulary requirement people understand that right
00:46:09
um so it is always about matching your voice to the market to the market right and also
00:46:17
uh speaking in terms of their listening yep that’s where the hook and the structure
00:46:23
comes in because if you don’t get people hooked they don’t listen you’re and and i’ll say this one thing about about
00:46:30
writing copy and willy’s on here and willie’s the great copywriter really
00:46:34
if you want to come out and talk about this i’d love for you to um the um the one thing i’ll tell you about
00:46:41
copywriting is every sentence is like classified ad that you were talking about every sentence leads to
00:46:47
the next one i mean it has to have a benefit that draws you to the very next sentence to
00:46:51
the next paragraph all of that if you don’t you lose people and when you lose people
00:46:56
think about the way that people read sales pages it’s all about the headline sub heads
00:47:02
bullet points and then if they like what they read then they go back and they get more detail
00:47:06
right so that’s that’s the key to the whole thing if you think about your classified ad experience
00:47:13
that’s your headlines your sub heads and your bullet points so and call to action yeah exactly
00:47:19
that calls the right people that’s right correction yeah got it okay well thanks okay yeah uh
00:47:26
i uh actually shut up my light so that you couldn’t see all my wrinkles and stuff but uh
00:47:32
you vain person you really welcome but yeah um to me copywriting is just
00:47:39
one person talking to another really although there’s a lot of uh i wrote a lot of psychology into it just
00:47:44
because i’ve studied things i like uh i memorize and incorporate you know
00:47:51
jeff walker’s problems formula and all that social pressure ciao dina stuff and uh blair warren has
00:47:57
had that course the the one sentence persuasion formula you familiar with that
00:48:01
yeah i have yeah it’s like 27 words that make the world do your betting and yeah say that one i’ve memorized it
00:48:09
and there you go it’s like people will do anything for you if you
00:48:15
uh encourage their dreams justify their failures allay their fears confirm their
00:48:20
suspicions and help them to rock set their enemies geez
00:48:24
i’ll subconsciously roll the head down by copyrighting i just it just flows you know
00:48:29
it’s without being negative though i mean i you have to honestly care about your reader but
00:48:33
it just flows okay so tell me how did you get to the place where you can just roll that off the top of your
00:48:39
head i know how you did i want you to tell these people how you did i listened to
00:48:43
the recording several times i have it in my cell phone uh yeah and i but i actually understand each of the
00:48:51
points too you know i yeah so you studied it and you practice it yes i practice it
00:48:57
you know i’m writing copy it’s like okay so uh encourage their dreams and you can do
00:49:03
it uh justify their failures it’s not your fault they’re not telling you something
00:49:07
you know help them to arrest the enemies look what the arabs or the democrats or the
00:49:11
blacks or the whites or whatever it’s doing you know uh but it’s pulling them into your camp uh you know
00:49:18
and it’s just so easy and everybody all the everybody does i mean the politicians
00:49:24
are doing it the magicians do it all the time they can make you pull you right into the act you
00:49:29
know and it’s so real to you and so um it’s it just flows for me but it’s
00:49:35
practice so um how long have you been doing this copy first off
00:49:41
somebody asked what is it that you’re listening to over and over again what is that
00:49:44
program that you were talking about uh there’s a uh copyrighted name boyer warren blair
00:49:50
warren warren and he calls it the one sentence persuasion
00:49:54
formula he was giving away the audio version a long time ago and then as an upsell
00:50:00
he was offering the uh the print version of sick course in uh persuasion i’m not sure if
00:50:06
he even offers that anymore but yeah the one cents persuasion formula and i’ve actually seen that i think
00:50:11
available for free out there so if you just look for it i’m not sure he’s in business anymore
00:50:19
i i learned that like 10 or 15 years ago right right well copywriting something you can
00:50:24
go all the way back to the early 1900s and study all of that and it just pretty much hasn’t changed right i
00:50:31
wrote an email today and i just throw some dan kennedy’s phrases into it i mean it’s just
00:50:37
yeah abraham you know and attack who’s there cadence and things like that you know
00:50:42
dan you say i’m not a greedy man and he justifies his price and all those things you know um
00:50:48
so it’s it’s just practice yep yep okay so when it comes to voice though willie how
00:50:54
do you how do you determine what your voice is when you’re writing and to
00:50:59
to who i envision writing to one person so i typically will think okay let me just
00:51:05
pick one subscriber and i talk to that person because i see so many too many people
00:51:10
saying you all or whatever and it’s like no you’re talking to one person
00:51:15
and you know how danny i’ve got to convince you that i really understand your problem so i have to
00:51:21
envision what problem i’m helping you to overcome and why it’s painful why you care about
00:51:26
it so i just uh i who was it uh there was one copyrighted
00:51:33
who he had a brain tumor and he got very emotional and he
00:51:37
cried when he was writing because he gets so into writing uh brian keith voils um you know he talks
00:51:43
about just being able to feel and meet so have so much empathy for your reader that you
00:51:49
feel what they’re going through and uh i studied brian’s copywriting techniques too
00:51:54
but it is being able to put yourself in that person’s place you and i teach people to start their
00:51:59
own businesses so we have to know what the struggle feels like you know that’s right we do
00:52:04
too so so willie thank you for being on here and people who probably don’t know this
00:52:11
but you’re a insider’s member you’ve been an insider’s member for a long time i
00:52:14
really appreciate that so i’ve been with namsa sister i think before you launched that was
00:52:19
you were with one you were at the first nams workshop that we did and you were one of the
00:52:26
first six speakers so yeah yes you sure were i appreciate it
00:52:31
all right so um one of the things that willie’s talking about here is is studying and a lot of people don’t
00:52:38
want to do that i mean if you want to get good at something you got to study it over and
00:52:43
over and over and it’s not something that you do it’s not like getting through school
00:52:47
where you’re going to take history 101 and you’re done i mean if you want to learn the skill
00:52:53
you got to live the skill and you got to be in the skill and so we’re not just talking about
00:52:58
sales writing here but we’re talking about copy cr not copy but content creation and so
00:53:04
the reason that we start with videos and blog posts um it’s because kind of they’re
00:53:10
interchangeable one can be a video the other can be a blog post you just kind of work them
00:53:14
around right but once you get the base piece of source content
00:53:19
you can do so much with it um how many people here follow gary vaynerchuk
00:53:27
yeah okay so if you don’t like terrible language you’re not gonna like gary vaynerchuk um but what he does that
00:53:36
is so amazing is he uses every piece of instruction
00:53:43
and con he records everything and sometimes you’ll hear a office conversation as part of his
00:53:49
podcast i mean that’s it he’s just talking to his staff and it’s a part of his podcast
00:53:54
or something that where he spoke in front of an audience you might get 10 minutes of a 45-minute
00:54:00
speech but if you go out and find all of those pieces you get every little bit of it
00:54:04
so he’s and i have a hard time with this because um i like for something to be a little
00:54:10
more professional and organized gary likes um he likes mass quantity and he saturates the market with gary
00:54:19
vee and so his his content is really good he’s a really smart man and he saturates
00:54:27
everything and he doesn’t get hung up on the production level let’s say of a piece of content
00:54:35
i put out something a few weeks ago a couple weeks ago and i will tell you that somebody asked
00:54:42
about revisions and rewrites and all that kind of stuff i do one write and one rewrite
00:54:48
that’s it and what that means for me is that i have often have some typos or some grammatical issues i try to run
00:54:59
it through the grammarly and other stuff to make sure that it’s pretty clear and maybe
00:55:03
jennifer will read something and say you know that doesn’t make any sense to me
00:55:07
most of the time when she comes back to me it’s going to be about a sentence or paragraph that doesn’t make any sense
00:55:12
and she’ll want clarification on it but when i do that i’m not i’m not concerned about
00:55:20
whether i used the wrong two or two let’s say i am i don’t want to look stupid and i
00:55:30
want to make sure i get it right but if i missed it by accident it was an accident it’s gone
00:55:35
i’m gonna do it it’s okay but you’ll be surprised you probably won’t be surprised how many
00:55:40
times i get corrected by by all of the volunteer copywriters i have out there
00:55:47
and i appreciate that but you know um i always want to say and how much money did you make today so
00:55:54
um that’s the thing getting the stuff out into the marketplace that and good good is good enough thanks
00:56:01
mike that’s right good is good enough but i don’t want to be i don’t want to put people off but if somebody is that
00:56:07
picky about it and they don’t think they can somebody actually told me they would
00:56:11
never buy anything from me because i didn’t know how oh this this is exactly it i got a support ticket
00:56:17
that said i will never buy anything from you because you don’t know how to use two two two or two
00:56:24
t double up first one was t o right and this was a a a german and so he his he’s speaking english as a
00:56:33
second language and he was very particular about it and he said but you’ve lost all my respect
00:56:39
and i thought okay well if that was what it took i was going to lose it really fast
00:56:43
anyway so the voice my voice is not perfection my voice is i’m pretty common person
00:56:52
right so that is where i try to connect with people and you have to develop your own voice
00:56:58
how do you want to be friends with somebody what really said about writing to one person
00:57:02
is incredibly important that’s why you build an avatar because you’re writing to one person
00:57:07
that person should have a name it should have a face and when you’re writing to that person
00:57:11
it’s like you’re talking to a friend and you don’t tell them something you don’t use
00:57:18
words and vocabulary that they don’t understand because now you’re putting yourself
00:57:24
above them or you’re putting them off or whatever it is but you also don’t talk down to them
00:57:29
so it’s the kind of you really have to work on the voice piece all right so um let’s see i’m
00:57:36
about done and the horse is already out of the barn girl you’re right so when it’s gone it’s gone um
00:57:46
yeah perfection is paralyzation paralyzed yep that’s right uh how do you come up with topics and do
00:57:55
that consistently i’m never sure what to write about even though i have a lot of ideas but
00:57:59
just don’t know where to start as a friend of mine said i’m trying to get niagara falls through a keyhole
00:58:07
so um i don’t have any trouble coming up with topics usually
00:58:15
my big trouble is that uh because i like to tell stories and that’s one of my blessings and one of my downfalls
00:58:22
because a story can take you off into a different direction and jennifer tells me come on back come
00:58:27
on back because i went away right but if you if i start to write and i see something
00:58:35
has all of a sudden taken on a different angle and a different um like it’s not going to fit anymore with
00:58:43
where i was headed i cut it pop it into another um document save it because i’ll come back to it at
00:58:51
some point when i do need it so i’m always saving snippets of stuff as well
00:58:56
and i’m always saving snippets of other people’s stuff willie also said that he used some of dan kennedy’s language
00:59:01
i saved good sales copy out there i save one of the reasons we sell our affiliate uh affiliate emails and we’ve done so
00:59:09
well with that is not because people are using my emails they’re not copying my emails they’re looking for topics to
00:59:15
write about everybody needs a little inspiration for their topics
00:59:19
and so i can’t sit in a room by myself with no experience and not experiencing anything
00:59:27
and come up with good ideas i need to be um i don’t want to be too i need to have experience to be able
00:59:38
to come up with copy ideas with topic ideas so if i’m going to write a series of emails
00:59:44
which i am here at the beach i’m going to write a five part series here at the beach
00:59:48
i have to um i have to look around me at what’s been happening and this is the reason we teach the storytelling course
00:59:55
this way is because it’s taking those daily activities that happen in life and turn
00:59:59
them into business lessons and that’s what i do so i look for any little thing that happens
01:00:05
and how does it relate to my business i remember my favorite one one of my favorite two
01:00:10
of my favorites is i was picking blackberries i mean i was down in the middle of the blackberry
01:00:14
brambles on the back part of my property and you know i’m just picking these blackberries and i’m thinking
01:00:20
this thing’s got to be loaded with snakes right but i wanted to get my my head my mind off of the snakes that
01:00:26
are probably all around me and i started picking the blackberries and i was reaching down to get big
01:00:31
plump black blackberries big juicy ones because they were toward the bottom under the brambles and i’d pull my hand
01:00:38
out and be shredded in blood right because that’s that’s where the the rambles are all
01:00:44
but across the top were the medium-sized ones why was i going for the big one instead of scooping up all the
01:00:50
medium-sized ones that’s a traffic analogy i don’t want to go for the big person out here i want to go for
01:00:58
the medium-sized ones i want to get all of the people into our system so i use that
01:01:03
as a story in one of my emails and people love that i used to talk about my beavers all the
01:01:08
time that were eating at my forest because they were so um
01:01:15
active so anyway we’re out of time and i’m getting way off track so we’ll come back next week it’ll be
01:01:22
jennifer and me i really appreciate you guys being here and um we’ve got a webinar today if you
01:01:28
have not signed up for this webinar with ty cohen today
01:01:32
make sure you do um you’ve got an email on it i’m sure and so we have to
01:01:42
we’re going to do that this afternoon you’re going to love it because it’s content it’s kindle
01:01:47
it’s what we’re going to be talking about and tai is making mega money with kindle
01:01:51
and so you’re gonna really enjoy this uh presentation today it is in i think it’s in 30 minutes so i gotta
01:01:58
check is in an hour is that what you’re saying teresa okay thanks
01:02:03
all right thank you guys uh anita yes so we’ll make sure that uh if you if you need a link to that or how to
01:02:10
register for this webinar um uh put in a support ticket we’ll get it
01:02:17
to you right away okay so anyway talk to you soon thanks bye