hey miles here miles better calm this
video is actually a recording from a
talk that my wife Melanie and I gave at
the Nomad Coffee Club in Chiang Mai we
covered our entire business model in
about 25 minutes from funnels to email
marketing this is a super valuable
content piece for you the recordings not
the greatest in the world but the
content is absolutely invaluable so
without further ado check it out now we
are the co-founders the website probably
never heard of angels
our niche six hundred thousand visitors
a month and we're excited to share with
you a few of the key things that we
done that it helped us to transition
from being super broke digital nomads
who ran out of money in Australia and
moved back in with my parents to now
earning multiple five figures a month
and Julie being able to live anywhere in
the world that we want we're obviously
in shinning light now but we'll go to
New Zealand next to me also published in
Hawaii in Australia and California and
some other very expensive faces and
shows our business is about connecting
with angels and spirituality so this is
something that miles and I are both very
passionate about and have really just
gotten into as a hobby to start and then
we had the idea of sharing it with the
world but we get over kings
purpose of making a difference
expanding consciousness so it started
off in 2009 with me giving private
one-on-one readings and mild helps to
market these and really support in so
many ways we really are two co-founders
in every sense award and we even pivoted
to turn these spiritual teachings into
information products and courses which
is what we now do today and we're going
to share with you the things that have
really made the biggest difference which
we feel are establishing a strong stable
and really dominating your email
marketing and so we both decided that
while our story is super interesting and
we really just want to share with you
like what is really working so that you
can implement some of these things to
take literally business your message
your audience to the next level so why
is it going
about the sales funnel and thank you so
the first thing I'm gonna go a little
bit before that because I got to tell
you about my biggest mistake that I've
made ever before we even met I was
dabbling in internet marketing and I
found a loophole on social media I was
direct linking people from an old social
media platform you may have heard of
called MySpace I was direct linking them
to affiliate products and it was making
money and it actually it kind of put
that seed of thought like this is real
like you can't actually make money
online and I was direct linking I was
shaping the system for sure and I was
aggressive with it and then one day they
got bought out by Fox News day to the
Terms of Service change and literally my
income disappeared I was about to go
full time with this I thought I had it
all figured out and I literally went
from hero to zero overnight and I lost
about three four thousand dollars a
month of income that I had kind of like
grown my lifestyle free to incorporate
so out of that is the first lesson which
is build a list because if I build if I
have been building a list at that point
in time I would still have an asset that
I own and I would been able to continue
to market to that asset and build that
relationship and my income would have
gone to
Seagram I would have had to have adapted
but I still would have maintained that
so moving forward once we got started we
knew that the list was really really
important
we started with content marketing just
puts the contact out again kind of
learning the basics at SEO learning how
to use that keyword research tool the
keyword planning tool now on Google how
to title things etc and that was a slow
process for several years we built up a
good organic base but yet our income was
still haphazard like we'd have a good
month we know that font that we couldn't
really count on anything we didn't
exactly know who was buying and where
they were coming from
like what was our best we didn't get it
that much I went through a coaching
program in 2013 so our business is four
years old at this point and this coach
helped me put together my first fun like
straight up one page on my website that
has no navigation it offers something
for free the moment the subscriber the
person the visitor clicks on that and
opts into that free thing I present them
with a paid offer it simply says hey
great that free things on the way for
your email but right now how would you
like to check out this really cool
product that's very similar to this if
you want by the way it's a great deal
it's on sale for like 65 percent off
today we got about a 2 percent
conversion rate on that product on that
sales boner so what this allowed us to
do is begin to run a traffic something
we can measure and to me that's the real
difference of getting to where we're in
like a real business at that point
because real businesses they advertise
and
their return on that investment so at
this point we started to play a little
bit of the game of like conversion
optimization and really tweaking these
pages by testing things like our
headlines and testing our offers in a
way to see how we can maximize the
number of customers were obtaining
through the traffic that we're running
so basically I'm a huge fan face of
pay-per-click I know you probably hear
that a lot for our niche it works
wonders it doesn't work for every niche
if you've got a problem solution you've
got somebody typing in like how do i
cure my itch on my arm you're not going
to catch them all on Facebook they're
gonna be on Google pay-per-click but
really that technique of here's
something free that's going to help you
with a big problem that you have and the
moment they take that step offer them
something else to purchase do you want
to go 2.0 on this let's see you already
count that you like miles I get that
right I'm from there dude perfect once
they go through that next step
offer them another product to buy make
it the next most logical problem that
they're going to have to solve and give
them another chance to purchase from you
this is something we just talked about
in your podcast that's now live on
YouTube check out Johnny f DS YouTube
channel for a podcast but there's always
a percentage of your customers who want
more from you they want more access from
you they want more of your information
your ideas your help so let's be sure to
just offer that to them if other people
aren't interested in it that's fine
another thing you can do on your oth and
OTO stand for one-time offer that's what
we're displaying after the often you can
run an exit pop if they move the cursor
really quick towards that X you
okay wait a minute sure you know on a
special offer or you can even do kind of
a get down sell if they say no you can
kind of bring them into another product
that might be a little bit different of
an entrance point so that's the 2013 and
it was like boom all right five figures
a month we got it we're there we're now
running ads so that was revenue numbers
at that point and we got a real business
going on it's measurable we'd always
heard about the membership programs
right like how to get your income to get
that much more consistent because we
don't like having like good weeks as bad
weeks and Facebook changes stuff all the
time if your Facebook advertiser you get
it like your numbers will just go crazy
one day and we wanted some stability in
that so we decided without having a
membership program to write a sales
letter for a membership program and she
wrote all the copy herself melanie has
up to you she's an outstanding marketer
I'm not like doing everything in the
background like she is right there all
marketing side
you wrote a sales letter and said here's
what you're going to get one of these in
this day one of these this day monthly
situation 37 bucks a month ago we sold
it to the first batch of people and it
started working pretty good brought on
maybe one to two hundred subscribers
with that and he gave us this time like
5 6 7 grand a month every month that we
could count on and at that point like
the weights off the shoulders I went
ahead I hit off all my student loans at
this point talking like she married me
she married into some debt for sure I
came along with forty nine thousand
dollars about baggage in the form of
student loan debts and we started paying
that off and she had none
really like that but now that funnel
what it wasn't really a funnel was a
sales page right we dropped emails to it
from our follow up sequence and we're
gonna get into that email stuff max
we're gone back to Melanie because she
is an absolute email marketing gangster
and a spiritual getting circle will get
there so the next step for us the next
phase that really explode in our
business is something that came out of
Mike Dillard's
list.rev program I don't recommend you
buy this programs it's $2,000 you go to
my youtube channel youtube.com slash
miles of B I have a video called the
six-figure membership funnel hack I
literally give you what he teaches in
that $2,000 force in about 15 minute
video on a run through really quick for
you it's a way of structuring your
funnel again it's just it's took the
same stuff so the first thing we did was
we had a 7 day trial for $1 now that's
pretty irresistible for people right
they're like well I get all this stuff
that's like $90 worth of stuff for $1
hmm I dropped like a dollar and change
in my car when I got ok I'll take that
offer the moment they buy this one
dollar offer I've skipped a step we've
got to go back one step
our opt-in because there's an opt-in on
the front of this funnel and our often
is watch the video that will reveal the
secret to blank right so that often is
literally check out this video that's
going to tell you the secret to blank
they opt in what's the video it's a
sales video
they're literally opting in to see our
sales video at which point they get a $1
trial offer on a 7 day trial the moment
they pay $1 the next screen they get a
ot
that's what we do right we're
professional marketers the OTO is for
annual access and at 37 bucks a month a
year before hundred forty-four dollars
and we're like look this stuff takes
time you know you've got to really work
with it so if you're willing to commit
to a year
I'll give you over fifty percent off and
we offer it to them for one hundred
ninety seven dollars so at that point by
clicking the yes button they're going to
save two hundred forty-three dollars or
something like that so they're literally
its position like yeah just put that yes
button and you'll save two hundred
forty-seven by getting charged 197 and a
lot of people are taking us up on that
offer
in fact it's upwards of 30 percent with
our highly targeted traffic on Facebook
so now my funnel structured rides we've
got opt-ins going that building me a
prospect list we have one bail or trial
that's what is coming left and right
that's the burden so marked like the
twenty to thirty percent range so that's
building our customer list at $1 per
person and then about 25 to 30 depending
on the traffic source it could be as low
as 20 those people are taking us up on
our annual upsell this creates a massive
cash flow injection that we dump right
back into our Facebook ads and we scale
it and that's how we've been scaling and
getting we have 90,000 plus people on
our list but Melanie who's got
just to jump in I have to keep them
honest because he said but they're
opting in for something and we'd give
them our sales letter okay so this is
totally true buy it if you do this it's
super important that you actually give
them what you say you're giving that so
we have them often for a secret to
improving your life or a connection with
your Angels I can't remember it as a
split test it so much but we give them
that secret in the sales video actually
walk them through the process of calling
it light of focusing on their heart and
of tuning into their Angels so actually
give them a little taste a little
experience of what they'll get a lot
more of if they become a member so I
think that has been huge for us and is
there some way that you can implement
this giving people that taste of what
you're offering if it's good enough
they'll want more so
video for your giveaway is brilliant if
you can make it work but if you can't
it's better to actually deliver on what
they really want and then show them your
sales yeah brilliant absolutely so I
tend to speak in like internet marketing
geek terms so I'll just drop VSL and
kind of assume that it's like oh yeah of
course your DSL is giving great value
because every step of our marketing
funnel it's all educational base we give
so much it's kind of like Gary
Vaynerchuk Jab Jab Jab right hook
even our sales copy has valuable lessons
for people built inside of it
we get people who reply to her summer
marketing messages that are offering up
our product saying wow thank you this
has been brilliant thank you for sending
me that marketing message and this has
been kept our default and maybe it's
kind of part of the spiritual niche to
understanding the law of attraction what
you send out the world comes back all
that kind of like terminology it's real
and the more we seem to give of
ourselves the better it works now if you
guys want to rewind a little bit where
this all comes from this is all old
school Direct Mail stuff right from the
1980s 1972 60 fifties 40s if you will
and they would run advertisements in
magazines that say get the free report
that's going to explain how to like
and they call the phone in a hurry like
I'm on the Freeport that I cool what's
your address the mailing out and it
shows up five minutes later and you open
it and it's like 17 pages and they
answer that thing they said they would
answer inside of the advertisement but
it's actually a 17 page sales letter
that lets you know you want that next
thing so then you buy it the first one
37 dollars in this kind of old-school
methodology right then you buy it on
camera to buy the thing that sounds
great it's like cool let's send this up
to you and then the next one they send
you has that answer but it upsells there
a thousand two thousand five thousand
dollar coaching program so this has been
working in business very very
traditionally in direct mail for 50
hundred years and we have just kind of
adapted this and implemented it online
in a way that it cuts down that feedback
loop and that's the most powerful thing
we can do online is the fact that I can
run traffic to a squeeze page right now
that's the opt-in page that has a slip
test on two headlines and the traffic
that takes an action on that doesn't see
as a sales message I can make my money
back on that traffic within eight
minutes on our membership in another
twenty minute video so it taking about
twenty minutes to make my clicks panting
back and there's a potential to make it
one hundred and ninety seven dollar sale
with literally within thirty minutes
this is allowing us to iterate very
quickly dialing in our messages or
marketing messages give me one second
let us kind of get back to her because
there's one more component that's huge
and we will hang out or question but we
want to kind of like just get through
this really quickly because what we've
done here is we've converted the
smallest percentage of people right if
you look at this funnel that we set up
like ninety eight percent of the people
don't buy our own
so they're sitting on our marketing list
that we then develop a relationship with
this and our listen sitting about ninety
five thousand subscribers right now and
the relationship that Melanie has been
able to build with them is astounding
and this really to me is so there's a
saying in internet marketing
the rookies focus on the front end of
the funnel and the pros focus on the
back end of the funnel and most of what
I've been gabbing about up here is the
front end of the funnel how do you build
your list at like break-even right that
oshio is you're not going to go
profitable when it goes click to squeeze
page to $17 OTO your goal is to get
break-even on that and you just keep
cycling your money through and what
you're building is this email list but
you're building a list of customers as
well and those are the real assets and
then what you do with that that's really
where the money comes in so I'm passed
it back with my beautiful wife and she's
gonna explain this this marketing some
other stuff here's other stuff okay
first off because I'm super interested
who has
okay so pretty much everyone
okay and then how many of you are mainly
near this more than once a week like
three people you're not me you're not
mailing your list enough curious I
seriously mail my list six times a week
pretty much every day
it's actually become this sort of like
spiritual practice I wake up I meditate
I drink some coffee I'm really lucky
because it makes me really good coffee
in the morning Aeropress with coconut
cream and then when I'm like drinking my
coffee or doing some stretching I got an
idea
it never fails I always get an idea and
then I go to my computer I write an
email it takes me like 5-10 minutes I
press send in most of these emails I put
a PS check out this product yes have you
seen my membership program
he mentioned Gary Busey ah right hook I
think this is brilliant for email
marketing if you're not familiar job
means give value give value to value
give value sell in the give value email
as you can spell and this is what I'm
talking about in the PS so like just
today it hit me so I mean I really can
only write in the morning so this
morning I wrote the email that's going
to be sent out tonight for people in the
US or me to my audiences
get it Friday morning so it hit me oh
it's Black Friday okay cool
Black Friday that's confused name for a
shopping day this is like my train of
thought this morning so I did a little
googling and it was like oh wow Black
Friday
well truly is like this terrible thing
the term Black Friday has been used to
describe chaos and war and financial
class and this is like a good thing for
shopping so I'm you know my list like
have you ever wondered for Black Friday
coming from I now Jesus love and light
Friday like a nos candles this is love
and light Friday
and here is a meditation actually was a
court that's going to help you funds
your energy of negative
you can embrace more love in life in the
world so this is only good for 24 hours
on love and light Friday don't get it
here if I only email my list once a week
or less than that I could never send
that email
they wouldn't relate to it they would
think it was weird they would like be
surprised to even hear from me but
because they emailed the day before
about Thanksgiving and just giving
gratitude it was relevant and because I
emailed them the day before that and the
day before that they actually expected
to get some
so the way this email strategy works is
it's not just about selling it's about
really building a relationship with your
less now I'm of course in a spiritual
niche so I
inspiring being uplifting really like
being a positive dose of inspiration in
their inbox every morning but I
guarantee you whatever your business is
there's a way for you to communicate
with your customers walk if they opted
in for you list it means they want to
hear from you
interested in what you have going on so
why are you afraid to email death I got
it I was - I was terrified the device
emailed my list more they would
unsubscribe I first started doing this
like 30 day you know my list every day
knowledge and it was like okay
worst-case scenario 75,000 people
unsubscribe and it's still of 20 velvet
guests overni unsubscribed insignificant
I have more spread subscribers now
when I started the challenge my open
rate has gone up my conversion sucked on
it when web traffic has gone up it's
been beneficial like in every way though
email your list more I mentioned that
yes sir email your list more one more
thing I want to say about email is that
I'm talking about the bra hostile emails
so before they start getting my random
Friday but I'm renaming it lemon
late Friday they go through a nurture
series where they really get to know me
it's not caught up and they're prepared
for my more like random inspiration and
music a great reference for that nurture
series is from Russell Brunson his book
is calm speaker and
[Music]
Andre chakra and your familiar style of
storytelling so you start your email
sequence off with peak drama so there's
this tendency to be like through fetch
like we want to look perfect to our
audience and the spirituality niches is
huge like I am the goober on the
to me I don't actually because I tell
people like I really am feeling terrible
today so I met
and I listened to but being authentic is
way more powerful than trying to look
perfect
it's maybe scary to do and the like is
you're a travel blogger and you only
talk about your amazing travel
experiences your audience isn't really
gonna relate to that sure they might be
drawn to it but they're really gonna
connect with you if you share your owner
ability if you share the fact that
you've worked always an amazing traveler
and not time you got ripped off in
Saigon or whatever your story is be real
and be honest and authentic so start
with the peak drama tell them how you
overcame that challenge that is the same
challenge that they're experiencing
reveal them that didn't
female 3 now then email or you're going
to introduce your offer however they can
get those same benefits and then email
five call-to-action jobs they know you
they like you they taught you you've
given them so much value
now we're for that rape hook which
doesn't have to be super spammy it can
still give them value and then offer
them the opportunity twice and then
about point they go on to my broadcast
list where every day I email them this
is called Seinfeld's email is like the
term I want it if you're not familiar
sign follows is a popular TV show about
nothing I essentially email my list
every day about one thing and they love
it they look forward to getting my
emails because so much of what is out
there in the world is completely
negative
me just like being positive and
uplifting they look forward to that and
when we were in Phuket for the abundance
a circle or two thumb around
I didn't email for like five days and I
actually had people reaching out like
are you okay
I'm getting your email - it's like
someone else email means that I feel
like you're just my friend which is
totally my goal because do you open
emails from your friends probably do you
open emails from marketers from like
cheap corporations absolutely not
so become a person especially like
growing to be s too
so two entrepreneur I think there's this
fallacy that you need to be more like
corporations they need to be like a
start-up so you need to be maybe
I think this is totally wrong
situation because people
don't actually like buying from big
companies sure they will if the product
is good enough but they'd rather buy
from someone they like from a real
person or a friend
baby back to it and are able to see
themselves in so that's why I could be
involved
and being on fencing they relate to not
so much more than will relates years
this side
on the email marketing because literally
that is what is just accelerated and
everything over this last year
number one we only do we do HTML emails
but we make them look like plain text
emails right so we use the HTML email
builder but we just type it out just
like it's a plain text this gets us
inside of the inbox and it keeps us from
the stand if you put a header on top or
do you start putting the images in there
you're going to go to the promotions
folder and that is an absolute killer to
your business think about it when you
send your front of the emails you put a
header on top of it no you put pictures
in it not really maybe as an attachment
type thing right so keep it really on
that level and most of the people on
your list our ads will be bored out of
their mind they don't like their life
they commute every day the alarm clock
this is that long what we have going on
is absolutely magical they look very
click debating lives and they want to
live vicariously through you so open up
great for that kind of like challenge I
know I just went through myself I did a
90 day YouTube challenge I put out one
video a day for 90 days and it made me
break through my barriers better getting
on TV like man thank you like I love
here in this life I'm gonna stuck in my
day job like it give me some hope it's
powerful to do that you had one more
thing
we're out yeah so the super important
thing I'm gonna sell you in headlines oh
my gosh headlines are way too important
no one's gonna open your emails of your
headline a flood that's probably the big
difference between it's a true friend
and me so be really compelling in your
you know like browse BuzzFeed and see
their headlines
binary 29
and don't be afraid to be different so
like the seven ways to blah blah blah
how could you change that up to be like
the seven wait is Doctor Strange blah
blah blah and I'm like what is their
email mu of Doctor Strange I have to see
what that is so the only goal of your
headline is to get them to open your
email and then your email your goal is
to connect your thumb and never get them
to take an action so pay attention limit
line
and yeah oh and that's another thing
he's throwing Trevor um I didn't feel
like I was a very good email writer when
I first started that
hard for me to write email
I understand it would take me hours to
write my email to say
thing but openly you know
the mud it had to be perfect it has to
be prolific
like super sales copy you to get them to
click because that was my one shot but
the more I email
so I challenge you to email us mark give
it a try and I would say like 99% of
businesses of business owners would
benefit from
if you think you might be the 1% come
tell me
and I'll try to convince or just try it
anyway
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