as I've evolved as a content creator as
our business has continued to evolve
there's really two pieces of the puzzle
that we always focus on and when I'm
working with somebody in their business
and there's something missing it's one
of these two pieces right so there's
just two things we got to get right in
our business in order for it to truly
grow aggressively and when we get them
wrong that's when something's not
working right or that's where the
opportunity is
and sometimes the opportunity is in what
we're doing right so with this talk my
goal is to help you internalize a little
bit of what we're covering here and see
dual introspection in your business to
try to understand which one of these
pieces you feel like is lacking most you
need help with most and which one of
these pieces you're able to help the
group with most and with these pieces of
information right we're all gonna know
this for ourselves as we're on the yacht
tomorrow as we're kind of doing the
deeper sessions we can kind of apply it
back to this framework and then we'll
all know how to best help each other and
who works really well on which side of
this equation so that's enough code
talking about the the two pieces it's
really simple to get started so it's
content and conversion now I'm gonna let
the cat out of the bag straight away all
of our conversion mechanisms are also
content right so ultimately we're
talking about content and content but
there's a very large difference between
these two types of content and we use
them each differently for different
purposes so anybody heard of the AI da
methodology the formula for copywriting
so it's let me go ahead and get this
started so AI da is kind of an
old-school copywriting idea and it's
attention interest desire and action and
a lot of times they'll teach in a sales
page you need all four of those
attention interest desire and action and
in my kind of in our business and what
we've realized is there's actually they
serve separate purposes right so on the
content side a lot of what we have here
in our business this is all the content
that helps us reach new people the this
is everything from our Instagram to our
Facebook to our blog posts to our
Pinterest this is how we're gaining the
attention of new people now this I
really consider the the Facebook organic
content because our Facebook ads are
over here on the conversion side and
that's because when someone sees our
Facebook ads we're literally asking them
to take an action in that moment now the
user behavior whether they're entering
our funnel in our business from this
side versus this side is totally
different and this is the kind of where
I'm going with this but I got to lay a
little bit of a foundation so for us a
lot of times we're getting access to new
people and attaching their attracting
their interest through our content and
when people are searching us out and
they're finding us on their own whether
it's an Instagram share they search
Google for a blog post it's a Facebook
share this user is oftentimes more
valuable to us long-term another thing I
got to put in here is Kindle books some
of our best traffic is from Kindle books
and these users are searching out topics
on our content they're buying our books
they become customers on app on Amazon
and they go deeper into what we do the
interest phase is generally where we're
getting them on our email list and we
are able to build the interest through
our email list and that's also often
where we build our desire now I'm not
saying either one of these is better
than the other what I'm really trying to
communicate is focusing on content that
attracts the right type of a person the
law of attraction type content the posts
that they're interested the things that
they're interested in this is generating
a higher lifetime value than this type
of conversion mechanism and a big part
of the reason is because when we go down
this conversion focused only kind of
process the individual is out there in
the world they're just on Facebook
they're doing what they're doing or
they're on Google they see an ad and
they have their set of beliefs in life
right that little cloud is their beliefs
so they've got their beliefs on the way
the world works on what's going on and
then we're presenting them with a new
idea which is
IDE a which is essentially what we're
trying to communicate to them right so
for our business our new idea is that if
you meditate with your angels you can
experience a greater level of healing
personal growth etc etc it's different
for everyone in the business but this
individual when they see it their first
thought is this is a versus right so
what it actually comes to is they're
living in their world with their
thoughts their beliefs they got a
conversation going on in their head
already our advertisement appears to
them and they look at it and they're
like okay does this fit in with my
worldview does this make sense within my
worldview and generally this is why we
need good copywriting good hooks because
if we can intrigue them enough to get
them to see like okay like I tried
meditating it didn't really work before
I already believe in angels maybe this
will work for me and that when they see
enough of their belief matching with the
idea I'm presenting that's when we get
the click that's when they take the
first step but here's the challenge with
they're going into our funnel right and
it's an opt-in and then it goes to a
one-time offer and we even take them
below the one-time offer if they've
purchased that two-hour one-click upsell
and in this kind of user behavior from
starting at the conversion point from an
advertisement and going in here we have
to use conversion mechanisms here we are
building a bit and pressure might not be
the best word but we're actually
building pressure on this individual to
make a decision in that moment and we
use certain mechanisms to build this
kind of pressure countdown timers
scarcity this is a one-time offer you're
never gonna see it again
and this definitely works like getting
this going this is what I taught last
year at the abundance circle I've had so
many people in my channel my audience
implement this with great success but
the problem with this method is by the
time this transaction is complete when
you go to another transaction with the
same person you have to do it all over
again you start back at zero and you
have to reapply all of these conversion
mechanisms scarcity
countdown timers what I would kind of
call the aggressive sales process that
is actually required to be added in over
and over and over again and honestly for
us as marketers it makes our life more
difficult because we have to be selling
more we have to be promoting more we
have to be launching and using these
kinds of mechanisms so the obvious
question is is there another way and
there absolutely is and that's what
happens when we attract the right kind
of people but it's more than just
attracting the right people this isn't
like a customer avatar thing this isn't
like how to find the right interest to
follow somebody it's literally of
providing valuable content in a way that
gets that individual to say yes these
people get it she's my girls I get the
angel thing right and we may have that
aha moment when they have the Epiphany
that what we do can help them gain the
goal that they want on their own without
all these mechanisms they line up with
credit card in hand ready to buy more so
to give kind of a little drawing since
I'm such an artist we can all tell my
art is impeccable so what happens here
is when people find us so this is their
worldview in this scenario and what they
do is they find a blog post of ours and
they realize that there's this little
kind of overlap between what we're
talking about and what their worldview
is this little overlap is influenced
this whole concept over here is
persuasion and again both work I'm not
trying to knock either
we're actually physically operating both
of these models at the same time but I
am a huge proponent of lifetime value I
like everything I'm doing today to know
that I'm gonna get the absolute maximum
lifetime value out of everything we're
doing today because that allows me to
live this lifestyle so persuasion
absolutely works and depending on your
niche this is working less and less and
becoming more and more difficult the
internet marketing space that make money
online space
this is absolutely getting more
difficult which is why we're seeing a
lot of products go up to the two four
five thousand dollar mark from like
frank kern and the big guys is because
they're having to spend a lot more money
up here to
get their conversion so all they pretty
much do is jack up the prices to make
their metrics work when you operate in
this kind of a model this first step is
when they find your blog post and then
the next step we want to do is obviously
get them onto our email list and what
we're doing in this influent and this
influencer model is we're taking them
from where they are we're helping them
see that our beliefs in their beliefs
have a little bit of overlap and then
through follow up through additional
content we help increase this overlap
between their world view and our world
view they have beliefs built in their
world view from everything from the way
they grew up from the the little phrases
their parents told them you know the
money doesn't grow on trees all of these
kind of events from them growing up
their environment the beliefs they've
installed give them the world view and
what we're trying to do is help them to
see that there's not only a merger from
our worldview but we can offer them a
new path to achieve their goals to
bypass their problems etc and eventually
the goal is to get them to a point where
their worldview and our worldview become
one in the same when this happens when
their worldview and our worldview are
absolutely one of the same but we do
still need to use a sales message right
we have a sales letter but in this sales
letter it's literally it's just a
required process we're not using any of
these kind of selling mechanisms at all
it is simply we have what you want you
understand that you want it it becomes
kind of like a required piece of the
puzzle and it's not something that we
need to apply persuasion through and my
wife and I love when we don't have to do
all of this weird marketing stuff in our
audience this makes our lives easier and
the cool part is we get to focus on the
emails the blog posts the Instagram
comments the Kindle books all of these
things and these things here we just
continue to give value and we continue
to give value and build the stories and
tell stories to help them have a ha
moments on their own the idea of the
Epiphany bridge and this is how we move
them from kind of like having that idea
of like okay like there's something to
this whole for us obviously it's the
angel meditation thing to really
understanding
where that overlap is to the point where
they get that they're gonna get the
results that they want through what we
have at that point they're literally
lining up to buy for us this whole
process happens in our Kindle books and
that's why Kindle for us is some of the
absolute best traffic that we've ever
had they're purchasing on Amazon
somewhere that they're comfortable with
they read our content they get a dose of
her ideas and we take it deeper to the
point where we offer them into our
funnel at this point and the conversion
rate from our Kindle traffic is
literally two to three times what it is
from our paid Facebook advertising
traffic now again I'm doing this I'm
all-in right I'm getting as many of
these as I can but as our audiences
become more sophisticated this is gonna
get more expensive and this is gonna
stop working so what's the answer it's
making sure that this is working in a
way that fits your business and
obviously not everyone's target markets
on Instagram not everyone's target
markets on Pinterest right so it's if
there's a know where your audience is
and who your audience is there's a lot
of little kind of nuances to this but I
believe in the bottom of my heart that
the more we can focus on this side of
focusing on building influence within an
audience by being a service to that
audience and being of service of scale
everything in our business works better
more people will find you more people
will share your posts more people will
opt-in more people will buy your stuff
on the end your life becomes easier you
make more money and the coolest part is
you're facilitating something people
want they're happy you're happy business
and the world works so this is kind of
the framework I've been building this
and trying to like wrap my head around
this model for for years and years now
and one of my main goals one thing I
kind of always come back to is how do I
help their beliefs overlap with what I
need them to believe so let me do one
more diagram and this is pretty much the
core of what I wanted to to offer here
so one idea or one kind of thought to
ponder is what's the difference between
sales and marketing and this is
something I've thought of a ton what is
the difference between sales marketing
and I realized that at some point
marketing shifts and we move in to sales
right so at some point I do in my Kindle
book go
from marketing through content and I
bring them in to a sales funnel of sorts
whether it's just a formality and I'm
just like you know that thing you really
want like it's here click and grab it
and they do or whether I'm using you
know funnel I'm doing some of the
trickier stuff there's a moment and that
moment we're gonna put it right there
and essentially everything that happens
up before that point is marketing so
this is all marketing and this is sales
and obviously when we get someone in our
customer list we want to you know offer
them more things and it becomes easier
when they have a great experience with
what we do so that's why sales isn't
just a point it's actually a phase in
the relationship so what is this point
this has been me I've been like what is
this because if that's the moment it
goes from them being interested to the
moment that the sale happens what is
this and this is a belief there's one
main belief that our all of our audience
members have and when they're in this
phase they don't quite hold that belief
but when they have this belief right
here at that moment they're ready to buy
so we each for our own businesses need
to understand what is that belief that
is the one belief that they must believe
in order to become a customer russell
brunson calls this your the big domino
in his newest book Todd Brown talks a
lot about this one core belief Andre
Schappert like a lot of the marketers
who maybe aren't the best-known because
they're not the loudest in the room
Russell's pretty loud this is what
they're always looking at and what
you'll find is when you find this belief
so for my wife and I the belief that
meditating with your angels and the
vibrational energy that our channel
Angel meditations bring that helps them
improve their life that helps them heal
their kind of mental mind body spirit
typing that gives them all the things
they want right so people we know the
carrot in the stick there they're moving
away from things and they're moving
towards things and when they have this
belief moment they realize that our
product helps them move towards what
they want and away from what they don't
want once you know what this belief is
this is the most important one to figure
out you're gonna realize there's a lot
of little beliefs that lead them up to
that
this is all of our content right and it
could be thing right the moment they
have a certain belief that that's for
them that it's gonna get them more
active they're gonna get more exercise
because they're gonna get on their bike
more in blah blah blah cool so what's
the next belief that the batteries are
saved I did it what's the next beep look
before that did it right and we work
backwards so if I could offer you one
recommendation or idea is to find this
core required belief that is going to
allow your perfect visit or your
customer avatar to make that shift in
their head to where they are like yep
I'm in that's what I want cuz it's gonna
help me get my goal it's gonna help me
avoid my fear I'm in and when you figure
that out you got to work backwards and
figure out what are all those sub
beliefs so for us it's that you have
angels someone who doesn't believe in
angels right is going to rule themselves
out from getting a channel to Angel
meditation right it's that meditation
works it's that they can meditate one of
our huge objections is like I can't do
it I tried that it doesn't work it's
like no no no no everybody's mind runs
crazy when you sit there quiet that's
normal that is the process right so we
have to offer them pieces of content
that offer that answer all of these
different beliefs and the cool part is
when you do this right there's no
objections you've already handle other
objections you don't need scarcity you
don't need timers you don't need
countdowns you don't need all these
stupid bonuses you don't need all of
these ridiculous things that are
annoying as in your mechanism all you
need is a button and an opportunity for
them to purchase because you've already
sorted everything out there now some of
your audience members are gonna be here
when they start some of your audience
members are gonna be here when they
start so we're getting into some of the
really cool kind of dynamic behavioral
audience kind of emails segmenting your
email list doing quizzes for your email
list so you can find out where they're
at what beliefs they already have and
then you know you can guide them to the
next ones to get them to be able to say
yes to the ultimate belief that they
need to believe in order to be ready to
purchase from you kind of messy right
like I am an artist though so we're all
we're all clear on that but this to me
is the framework for building what I
would call a next generational internet
business business
that are built based on this kind of a
philosophy are gonna have the staying
power to be here in 2020 2025 and be
absolute industry leaders businesses
that are 100% based on this will
disappear at some point period because
all of our markets are getting more
sophisticated about this some of our
markets it's gonna take a lot longer
than other markets and again I'm taking
every single one of these I can because
you know Facebook has two billion
monthly active users like I am going to
tap into that but for these people who
are hungry they're searching they're
looking for you they're ready to be
inspired by what you do absolutely
you're building long-term lifestyle
businesses with this and this core
belief it all kind of hinges on there
because once you know this every step
here is simply building your influence
because you're giving giving giving and
you're helping their worldview become
more similar to your worldview until
they have the belief that you have which
we know people's lives get better from
when they consume our products on a
daily basis we have enough feedback from
the millions and millions of visitors
and people who have gone through our
meditations we know it it's in their
best interest they don't yet know it and
here they're skeptical right but
here they're gonna inkling something's
going on and it's easier to lead
somebody from here to here than it is
from here to here so we meet them where
they're at wherever it is on this line
of beliefs we use our follow-up
sequences our broadcast emails our blog
posts our social media influence social
media posts to build influence and that
is how we bring them to this kind of
belief point of having that aha moment
where they're like oh that's why
meditation never worked for me before
that's why I haven't been able to get
rid of those whatever it is in their
life that they're trying to get rid of
that's why they're not actually living
the life of their dreams yet is because
they haven't figured out that you got to
get the angel energy in the meditation
that's when it works and when they have
that aha moment on their own I'm not
forcing it down their throat with
scarcity when they have that aha moment
they're like they'll seek it out they'll
find it they will absolutely find it and
they'll convert that's such a higher
rate it makes everything work so easily
so that's kind of a framework I wanted
to kind of brain dump something this is
really 2.0 we've been
doing content marketing since 2009 I've
been doing this stuff since 2013 and I'm
still seeing night and day this is
growing the engine of our business this
is what's gonna sustain us for 10 20 30
years this is what's gonna be paying off
houses and buying rental houses and
turning our digital assets into physical
tangible assets that are like this is
the wealth creation engine for us all in
all so that's it any questions at this
point with that brain dump thrown at you
through a firehose
make sense cool dope so meeting them
where they're at cool so the questions
medium where they're at like what does
that mean blog post search engines so
the first thing I always do is who's the
customer avatar right like I go deep
into who is the person who's gonna be
most interested in what I have who's
like the easiest person to get to this
aha moment and I reverse engineer that
from there
so for our niche okay so really quickly
one great question ask yourself is do
they want what you have or do they need
what you have if it's a need oftentimes
and this isn't 100% set but oftentimes
they're gonna go to Google if your water
heater at home explodes you need a
plumber you go to Google in that moment
right if you want something a lot of
times interruption marketing can work
social media marketing can work right
but there's also I know what you do
right and there's so there's a buying
cycle and there's an educational process
so depending on what questions they're
asking to the Google before they're
making a $3,500 investment that's how
you know where they're at and that I
would say organic traffic and I only
know I'm talking about that one that I
kind of mentioned like organic search
engine traffic is what I would
absolutely work on dominating and for me
organic search engine traffic is a
process of video marketing it's also the
blog post on the topic it's literally
creating the absolute skyscraper method
best resources on each component in the
system not just the thing you said
but each component with the system the
Bosch versus the this right like those
are the types of things they're asking
and by those questions that they're
asking through keyword research you're
gonna know right where they're at right
are they thinking about just the motor
are they thinking about the type of
motor is it a friction on tire is it a
chain driven is it a part pedal or are
they asking questions like do I still
have to pedal while it's engaged right
and that's where you figure out where
they're at and having content upgrades
on those pages to help them get that
next answer is is brilliant because
they're asking this question and they
don't really realize that that's their
next question you know that because you
know you're buying cycle so in this post
you're able have a content upgrade
that'll give them this and this and if
they consume that read all of that you
might just condense that buying cycle
down to one PDF and you'll have the
ability to follow up with them share
customer testimonials right so I would
find out like is it elderly folks is it
younger folks is it right who is that
demographic because they live very
different lives on the Internet
but Google I think is a 100% trusted
adviser for what you do and I would I
would play that Google game hard
personally did that answer your question
cool
you were content or you rely on
different sites other than your own to
bring interest right
totally totally bridge that gap yep
right so the question if I just make
sure I'm getting this right is you don't
necessarily own the the content and the
the pre framing content you on the
transaction and how do you bridge that
gap from them having all the content
like third parties drive the traffic to
you and you you're just a conversion
mechanism the answer for that question
is always information so the individuals
who want what you have there's a gap in
their knowledge base it might be that
they don't know what you offer exists
right because you are creating something
that's very new in the marketplace
there's like this world there's this
world and most people are kind of like
hobbing hobnobbing it like cobbling it
together piece by piece and you can
become you need to become the content
creator that shows that this is a new
thing and that this is the new way of
doing things like you even said you're
trying to you're training even some it
up on a word like it's a Selena right it
is a thing so you have to go be the
champion for this new idea that you're
bringing out to the marketplace and it's
great to know that you have others
feeding your funnel how can you put an
opt-in in before that purchase
conversion moment how can you take their
traffic and get it on to something you
own the idea of like own the racecourse
James Schramko kind of originated the
idea and you don't own the racecourse if
one of your competitors works a better
deal with all those third parties and
gives them a better deal than you you
just got like outed in a moment if you
have been building a list for years and
years you at least have the email list
that you can rely upon and that is a
huge way because someone who goes
through your process once it's probably
going to go through it again and again
if they have a great
customer experience because they live a
lifestyle that needs more of those so
now I'm done in this continent with what
you offer I want to go to that continent
because the weather is turning
where I'm at here I want the next one so
what is that piece of content before and
I would get really I would get really
curious about your best customers do
they have active businesses yet are they
trying to build businesses are they in
bootstrap mode do they have they just
negotiated a remote remote working
agreement or did they literally get a
month off from their boss to be able to
go try this on a whim because every one
of those steps they want to get to
full-time digital nomad like location
free location independent person you can
build pieces of content to help them get
to that next step that content becomes
your giveaway that content gets them
excited it helps build the dream it
helps them understand what steps they
need to do to get to where they can
become one of your perfect customers who
spend six months a year with you guys
versus somebody who just tries it out so
you got to figure out where they're at
first right what kind of a lifestyle
they're at full time business because
someone who runs a full-time business
has very different needs and someone who
just got their boss to give them the
okay for one month to test it out for a
month right you're gonna meet them at
different points and it's information is
how you kind of move them to the next
step in the next step and I would gate
that information with an email opt-in so
you own the relationship in some small
way before they become a customer and if
you can get those third parties building
your email list for you before they're
booking before they're paying you oh
right because then they're sending you
leads that turn into customers and then
you own the relationship pre and post
sale you'll be able to do more follow-up
you'll be able to increase your
conversions on the front end and you'll
be able to obviously increase the
conversions on the back end too
right
brilliant so the question is can you not
run ads and go straight into the content
and you can so like I call it like a
two-step I do I run in the past the
numbers don't work anymore Facebook ad -
great blog post about something they're
interested in and then when they go back
to Facebook I give him a retargeting
pixel I hit him with a retargeting ad
and bring him back in that for me worked
really well my cost per lead has gone up
to a point where that's no longer
valuable every niche is different so
that is absolutely an opportunity to
work with what we're finding is when
someone seeks out us it's a total shift
versus when we're interrupting them and
the lifetime value because if you're
just convincing them this once you kind
of have to redo this whole cycle over
and over again which isn't terrible some
businesses thrive on that right and some
businesses work in that situation what I
would be really specific about hopefully
you have some content that you're
already working with and I would go into
the analytics of your content and find
out what content has the highest
likelihood of this or this happening
right and then only do that with the
content that you know works in this
sense so content that has proven to be
high conversion content boosting it
testing it seeing if you can give it a
little bit more reach but only when you
have data that at least they're opting
in at a high rate or converting in a
high rate down here because the one
challenge would be that you're running
ads two pieces of content that don't
actually bring this any closer and then
you're just kind of dumping money down
you might see a few conversions but your
lifetime value is not going to
necessarily be there and advertorials or
the other idea like that's kind of a
bridge in here is like an advertorial
or running like a mag log an actual
print and I log to their house you know
there's these curveballs you can do of
blending the content and conversion into
a piece that you can get you know like
mailing it to them physically is a
brilliant idea we still have a dream to
do a mag log where it's like this
magazines beautiful it's all about our
world is something that they'd be proud
to have on their coffee table but really
every single editorial article in there
is actually a sales pitch for one of our
main products or building the belief the
dream giving away stuff getting the door
funnels
absolutely yep
we and we run pop-ups ribbons like all
that annoying stuff that we all hate it
works like a champ so we do it still
very well and no but the volume of
traffic we're getting from organic
search engine delivers more leads and
sales per day than the Facebook ads do
and the net cost to us is very very
different like this was energy based
marketing from the last several years
this is actually coming out of my
business and my numbers right this is
like in the red column which I'm okay
with but I really like the energy based
stuff that lives a long life and another
thing we're not doing wonderfully is our
content upgrades aren't hyper specific
so that blog post we're still running
like all funnel and our audience is here
here here here and if the content
upgrade in the blog post really meets
them at the conversation that they're
having in their head right the WI I FM
what's in it for me
the more that the content upgrade and
that pop up is tailored to them the
better everything is gonna work from
that moment cuz they're like oh she gets
me because they came in from angel
numbers and we give them a content
upgrade based on angel numbers because
obviously they're interested in
numerology and we take them down a path
it that talks much more about numerology
than it does about healing angel
messages and that's like where we're
going with everything that we're doing
tailor-made the content a lot it so
making it a choose-your-own-adventure
remember those books in your kid like if
you want to see what happens with if you
open the door or go to page 724 what
happens
so making our email lists follow that
Frank Curran called it behavioural
dynamic response marketing and it's
letting them if they click on a link to
learn more about angel card then we pull
we move over to a segment that gives
them more follow-ups and it offers our
high end product on that and that's
that's what I'm seeing I'm taking my
time and energy out of this and I'm
gonna let this run a little bit more
inefficiently to build more of those
kinds of things on this end because I'm
seeing the lifetime value is much
greater and I've been playing a bit of a
short-term game we're doing both and
everything's going great but lifetime
value means
to me then this month's numbers and I'm
willing to go a little negative this
month but but I'm really kind of like
everything I'm doing I'm trying to have
that five ten year vision with it and I
think those content upgrades meeting
where they're at is huge and in those
situations if you're running links to
blog posts and you have really hyper
targeted content upgrades on the blog
post there's a chance that they miss
your retargeting pixel because they
already took the action and obviously
your Facebook ad would remove them and
you wouldn't have to pay that second
click and in that situation it
absolutely would work but you do have a
follow-up for them and if your
retargeting matches the same topic that
they entered through but at that point
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