Mind, Money & Marketing Show – Episode #7 – Optimizing Your Hangouts with Ronnie Bincer

I always enjoy interviewing Ronnie. He’s so easy to chat to and generous with his information.

As a gentleman who has been involved in Video Optimization and SEO for years, hangouts were like a dream come true for Ronnie!

Watch the interview to find out more and how they can help you with your business…

Get More of Ronnie Bincer

Find Ronnie on Google
The Hangout Helper
Hangout Mastery
Sarah Hill on Google
Rich Dad Poor Dad

Favourite Quote

I’ve found my time with Google Plus to be more rewarding and more interactive with Googlers than I ever have before in any other social environment, period.

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Raw Transcript of the Interview

Jo: We’re on air and we’re live.

Ronnie: Most excellent.

Jo: Ladies and gentleman, hello there [no audio 00:07]. Hello, Jo Barnes
here and welcome to this week’s episode of Mind, Money and Marketing, where we talk about the clues in the title. Anything to do with mind, money and marketing and I am honored and very happy to be joined today by somebody who is going to be correcting me as we go along because he is none other than the guru when it comes to exactly what I’m doing right now, which is a Google hangout. I would like to introduce you to the very lovely, Ronnie Bincer, the hangout helper. Hello Ronnie.

Ronnie: Hello, Jo. Thanks for introducing me that way although my correction is only when it’s wanted. I don’t try to come in and take over. I promise.

Jo: Literally, two seconds ago, just before we went live, I’m saying how do I do that? How does that work and how do we end that?

Ronnie: In that case, I jump in there when it’s urgent.

Jo: Absolutely. You’re phenomenal. Ronnie before I get into the meat and potatoes of how to use hangout and the best way to use hangouts, and I particularly want to talk about optimizing videos today. That’s going to be one of our main subjects. I’d like to know a little bit more about you. I’d like the audience to know a little bit more about you.

I know that your history, prior to Google Plus and hangouts, you had a big, long history in teaching people different things. I think you use Adobe products and Photoshop sometimes, but you also had a big history of SEO, didn’t you and video marketing, as a whole?

Really, moving into hangout helping was a nice natural move for you because, essentially, that’s what hangouts are, video optimizations. If you could just tell us a little bit about your history and what’s led you to becoming the hangout helper today.

Ronnie: You bet and I’m quite impressed you remember those things about me. I’m flattered. Here is the deal. One part of my life is, I did a lot of traveling all over the world, but primarily in the U.S., training people how to use software and it was focused in the print world and so I did a lot of Adobe training and eventually, I focused on what’s called Photoshop. That was my primary program. I did that for 12 years.

What I did was I developed a way or a skill to stand in front of a group, this was before webinars. I’m a little old. These were called seminars. You would go and stand up in front of a group of people, anywhere from 50 to 400 and tell them how to use a program and guide them through the process. In doing that, I learned the skill set where I had to cover the entire rooms’ skill set. People that were brand new, as well as, people that had been using the program for years.

I had to try to keep the old timers entertained sufficiently and the newbies, I couldn’t go over their head, so I had to do a mix of everything. I refined the skill of trying to turn technology into something that people can digest and understanding. I did it for 12 years. It was a skill I learned and developed.

Fast forward a few more years, I got involved with video, search engine optimization, which was a transition from regular search engine optimization, but we’re just sort of jumping around here. I got into video search engine optimization and then, out comes Google Plus and to me, it’s a natural transition. If you’re doing anything in SEO, search engine optimization, then Google is where you look.

That’s where you pay attention.

I got right onto Google Plus when it first came out and paid a lot of attention and then, the hangout tool came out and it was an obvious no-brainer for me. Video and SEO can be combined quite well inside your hangout or your hangout on air, when it’s made a video. Here I am.

Jo: As somebody who did all of that over those years, you must find all of the changes quite interesting now. Even myself, from a few years ago, the thought of maybe, being able to build a webpage or being able to record and upload a video was way out there. It was such a massive learning curve that it was almost impossible. Nowadays, the tools that are being given to us online, everything seems to be moving towards simplifying it to make it so easy for the normal user, if you like.

Ronnie: I love that you did an air quote. I love those. Yes, I do believe it’s getting easier and at the same time, it’s speed of change is increasing rapidly. To me, that’s one of the challenges. It is getting easier, but it keeps changing. You come in after two weeks and all of a sudden, everything’s different. That will happen.

Yes, it’s easier, but the speed at which it’s changing has increased dramatically and I think that brings another level of concern for some people. Others that are learning how to roll with the punches, learning how to learn quickly are embracing it and getting a great amount of value out of it I think.

Jo: Just talking about hangouts, specifically, I am hearing all over the place and I have to say, I’ve kind of followed the trend a little bit with my advice, if you like, a lot of people are saying how you got to use hangouts. Hangouts is really going to help you with your search engine optimization. Hangouts are going to help you get ranked.

Certainly, when I’ve read lots of stuff on Google Plus, I’m certainly seeing, we’ll get to this later in the interview actually, that a general presence on Google Plus is really going to start to help you with your searching records, provided, of course, that presence is backed up by social signals and all of that kind of stuff.

Hangouts in particular, Ronnie, is it true, is actually doing hangouts on Google Plus going to help businesses with their search engine optimization?

Ronnie: Yes and no. I don’t believe that hangouts, in and of themselves, are the magic bullet. I do believe that the fact that it’s a Google product and it ends up making a YouTube video, now you’ve got the two biggest search engines in the world paying attention to some degree, that that’s going to help a little, but it simply makes a video by the time you’re done and it’s a video. It’s not a special, hangout juiced up video. It’s a video.

If you do this well, in my opinion, well and you get interaction because it’s a social environment and you get people sharing and complimenting and interacting with your video, that is what helps search engine optimization.

That’s what helps it show up in the search because there’s activity around it. In my mind, it’s not just because it’s a Google Hangout. It’s the fact that you’ve done a good job promoting it, getting interaction with it and having people help share it, that tied in with the fact that it’s live, that’s good and that it’s fresh content, that’s good. All these pieces together give you value in the search engines.

Technically, is it because it’s a Google Plus hangout? I don’t think so. I think it’s the fact that all these parts and pieces play together to give you value and if you could get that same amount of value out of a recorded video, except for the live part, you would have the same push than if you did inside of a hangout

[inaudible 07:57]

Jo: Do you think Google is giving hangouts a little bit extra love, just because they are hangouts and they are on Google? Do you think Google just give them a little bit of an extra push?

Ronnie: I know people really want to say that. In fact, I think there’s a bunch of marketers saying that’s the way of the future. I just don’t see it. I’m an SEO from way back and when I try to document things, I can’t see that it’s telling me that. Anecdotally, I’d love to say it’s true, but I just can’t back it up with any research.

Jo: Let’s say, this is a real crystal ball type question, here, but just brainstorming out loud. Let’s say you recorded a video and you put it on YouTube and you recorded a video and you put it on Vimeo or somewhere like that, I suppose the question is, is YouTube going to give preference to the video that’s on YouTube because it’s YouTube part of Google, over the video that’s on Vimeo because it’s not essentially part of YouTube?

Ronnie: I would say yes. I do believe that YouTube favors its own network for surfacing, actually I know it does. You search inside YouTube, you’re not going to get a video from Vimeo, period, but if you’re searching inside Google, then it’s been a pretty easy documentable fact that you’re going to get more value out of a YouTube video than you would out of a Vimeo video in the search results. Primarily, again, it’s not what people think. It’s primarily because there’s more people that are on YouTube than there are on Vimeo and, therefore, more likely, more interaction, more engagement, more of the juice as it were going on inside YouTube than there is inside Vimeo. Not because it’s favoring one network over the other, but anecdotally, that’s what it looks like, but I don’t really think that’s the reason. I think it’s because of the engagement factor.

Jo: So, we’ve done a hangout and it’s live on YouTube. The next step, Obviously, is to optimize the video, whether it be a hangout or any other video on YouTube. The key way is to now optimize your YouTube. Before I start talking about putting it on Google, what are the key ways to optimize your video on YouTube?

Ronnie: You’re using a special word on purpose. You’re saying key. There’s keywords. In my mind, they’re still very valid and important. Inside YouTube, they’re called tags – a keyword or a keyword phrase. If you have an idea what people are interested in searching for and your video can be about that topic and use those words in the titles and the description and the tags, then you have optimized it to the best of your ability, especially because they’re taking away some of the other options we’ve got with related videos and things like that.

You should use consistent tags. That’s one of the keys that I tell my video SEO clients. For example, Jo Barnes has a tag called Jo Barnes. That’s a tag that you should use on every single one of your videos, so that when one of your video shows up because of whatever reason, your other ones are going to be listed right next to it as other options because they’re related because they have similar tags.

That one little tip right there can make a big difference. Just consistently use some of your marketing tags, even though they’re not necessarily related to that specific topic, they are related to the video because you’re doing it. You don’t want to try to fake it out. You’re putting in real tags that are consistent.

This is another tip. The first words are more important than the second and the third and fourth words. If there’s a certain keyword phrase that you want, this is going to sound odd, but the branding of Jo Barnes should not be at the beginning. The topic that people are searching for should be at the beginning and then, further over to the end of the title would be with Jo Barnes. Unless, and you might be, because you’re special, unless you’re that famous that people are going to search for your name, I would put the topic that you think they’re searching for first and then, any branding after that.

Jo: Not only that, but it’s just so much more user-friendly as well, even on advertising, you advise people put your brand at the bottom. People are much more interested in what’s your product or service going to do for me rather than who you are.

Ronnie: I think so. If you’re big and famous and you’re Coca Cola, you’re going to stick Coca Cola right up front, but otherwise, you’re an average person, I think the topic should be first.

Jo: Yeah. Coming back to hangouts. I’ve got a couple of questions and I’m trying to think of how to put them so they’re not really complex. What I’m trying to figure out in my head and I’m hoping that my audience are thinking the same thing is, if I do a hangout like the one I’m doing with you now and automatically this goes live on YouTube. It’s hangout on air.

What I’m now going to do is after the interview, if I was going to do my interviews this way, I would go over to YouTube, I would go into the title, the description, the tags. I would then put in the relevant information and optimize this hangout. Therefore, I would know how this hangout is being searched for on YouTube. How does that effect what’s going on inside Google Plus?

For instance, one of the things I hear people saying is that you can really take advantage of the Google Plus network at the moment because it’s still growing. So, depending on your industry or niche, there’s not much competition yet in your industry or niche and you’re doing hangouts regularly on something specific in your industry or niche, then you’re more likely to get found if people are searching for you in the actual Google Plus network. Is that true? Is that the case?

Ronnie: I would say yes and again, it’s not for the reasons many people think. It’s not because you’re doing a hangout, but it’s because you have become known as someone talking about that topic. If they’re interested in that topic, Google Plus is giving you what’s called, authority or trust in that topic, because more and more people are interacting with you around that topic and that’s why you get found, not just because you’re doing a lot of videos.

If you do the thing you’re supposed to do, it’s become known for knowledge in an area and interacting with other people that are similarly knowledgeable in that area, you’re going to get more trust and that trust translates to when someone’s searching within Google Plus on that topic, you and your stuff shows up higher on their search results.

Think of Google Plus as another search engine and because it’s based on the trust and the value that you brought to the community and that niche, that’s why it shows up. Not just because you’re doing lots of hangouts. If you are doing lots of hangouts and you are giving the video the right titles that are related to that topic and you’re interacting around that topic, then it’s a win, win, win and everything that you do starts to show higher up on the search results.

Jo: It just comes back to everything you do on social media. It’s all about engagement. It’s all about getting that interaction.

Ronnie: Yep.

Jo: Yeah. My next question then, Ronnie, is the way I’m doing these particular hangouts at the moment is I’m recording them live, but then what I’m doing is I’m actually making them unlisted on YouTube. I’m deleting them from Google Plus. I’m then, downloading, editing, adding my little intros and outros and I’m re-uploading. By doing that, am I losing any juice along the way by doing that?

Ronnie: Not the way you’re doing it. If I did it that way, I would lose juice. The reason why it’s different, you didn’t tell anybody that you were planning on this thing happening. You’re using the tool to record automatically for you and the amount of people watching live and interacting live is not part of your equation. Isn’t that true?

Jo: Yeah.

Ronnie: When I do them, I make a big deal out of it. I make an event and I tell everybody, this is coming a week from now. This is what we’re going to be talking about. Sign up and let’s get going. Add your questions and your comments and I do this crowd interaction thing, live. That means the live activity is valuable, therefore, if I were to shut it down, edit it and put it back up again, I would lose some of the traction that I had built by doing all this pre-show promotion. It really depends on how you, what I call package, you package your hangout on air.

You’re doing the hangout on air to simply make a video. You’re not doing it to broadcast a live webinar session, whereas mine, I tend to do it that way. I make it an event and I have people come and get ready for it and before, during and after, we talk about it. That is going to have a bigger effect, whether I remove it and then, replace it, than the way you’re doing it. You’re simply making it as a video and that’s a tool to make a video. There’s really not going to be any impact on yours, where there would be on mine, type thing.

Jo: Okay. This is great. Basically, what’s happening then is that all of my work, if you like, for optimization and being able to try and get a bit of a push is going to be in all of my post video promotions, so as soon as I re-upload it, all of my optimization, how I then share it, try to get engagement on it, try and get people to interact with it, all of that kind of stuff, that’s what’s going to push my video up the search engine rankings.

Ronnie: Correct.

Jo: You’re talking about is if you actually host a live event and you get lots of interaction on that event, then essentially, you’re beginning your SEO campaign, if you like, even before you’ve recorded the event itself because you’re beginning to get reaction on the whole thing as opposed to just the video.

Ronnie: That’s exactly correct.

Jo: The pros and cons for the guys watching. Here’s the pros and cons. The
reason I’m doing it my way is because I’m trying to interview people
from across the globe and to be able to create these interviews and it’s
pretty difficult to try and organize people at specific time every
single week, especially when they’re right across the world; however,
you can see that there are significant benefits to hosting a live event.
What would you say, once a week? Once a month? Does it matter? Just
consistently hosting a live event every so often? Do you think that will
assist in your profile on Google Plus and help you in the search
engines?

Ronnie: I know it’s helped me. That’s all I can say. I think it really does.
Consistency is something YouTube has been harping about for years.
Having a consistent show is beneficial. It’s kind of like a TV show.
Everybody tunes in at a certain day and time.

The other thing, the live interaction, I think, is what really, really
tips the scales in favor of a live event because if I bring the comment
of a person that’s watching it live, right onto the screen, that is
massively impactful because what it means is the person, even though
they’re not even in the film strip, the thing down as part of the
hangout on air, they are able to be part of the show because I brought
their comment right there onto the screen.

What that does socially is it simply allows someone else that’s not in
that show to be in the show and, therefore, their comment was honored by
being visible and we answer it and that’s going to make other people
want to ask questions so that they can get their comment and question
answered and that brings more and more interaction and then, the next
show, you get more people saying, Jo did it last time, I’m going to try
it this time and on and on.

It grows and the fury causes the activity to grow, which means
next time, those friends are going to share it with their friends
and say, come to the show. I got my question answered last
time, you can get it this time and it spreads. That’s the
interactive element of this live interaction that, unfortunately, if
you’re doing it, you don’t have for this method, but some of
the ones that you might be able to do, you could take
advantage of that.

Jo: Absolutely. I’ve seen you talk before about the importance of
doing an event. It’s not just to hang out on air. You do actually
create the event and you go out and share the event. Can you
just share a little bit about why it’s so important to do it in
that event feature inside Google Plus?

Ronnie: Let me explain a little bit about, I meet with people on a regular basis
and we do consulting. That’s how I make my living. One of the first big
things people ask is how do I make this found? How do I get my hangout
on air active and found and interacting with and all that stuff. I try
to ask them, who is your target? They’re like, I just want to know how
to do it. No. What’s your target audience? Who cares about what you do?

If they tell me it’s all on my website, that’s where they are, then
I tell them great, let’s do your hang out on air on your website and
they say, but that’s not how you do it, Ronnie. I said, that’s right.
They’re not my target. My target is Google Plus users because I talk
about a Google Plus tool.

That’s why I specifically focus on the event tool inside Google
Plus because that’s my website, if you can think of it that way.
That’s where people are watching me.

Depending on where they’re going to be watching or you think
the majority are going to be watching, that’s a good place to
do your show. With that said, and it doesn’t apply to everybody
this way, but with that said, I use the Google Plus event tool,
because it allows me to advertise before, during and after the
show. We can tell people this is coming at this date and time,
get the comments rolling, the questions coming in. While it’s
live, I bring those right onto the screen. Once it’s over, I go
back and I add more answers to the questions I couldn’t get
live because I get too many and then, we get interaction and
people are sharing with other people, “Hey did you see the
show? Ronnie talked about this. Go watch it there. ” Even after
it’s over. It’s before, during and after. It’s a landing page, if you
think of it that way. The event tool I use is a landing page and
it works wonderfully for live shows.

Jo: Let’s just talk about invites for a second. I went to Google Plus
this morning [inaudible 23:42] and I noticed I had an invite
from you for an event coming up. When you invite people to
your events, do you allocate specific circles? Do you have
specific circles, where you know those are people that are
essentially entrusted in your subjects? You do?

Ronnie: Here’s what I do. It’s going to sound conceited, but I do
Google Plus right. I spent two years learning how to do this.
I’ve gotten rid of some bad techniques and I have adopted, as
far as I know, all the good ones. The good ones mean this. I go
and I find people that are interested in my topic. I go watch
them. I watch them and I interact with their posts. I plus
mention their name. I add a comment. I reshare their post. I
interact with their stuff. That gets their attention.

Then, they start interacting with my stuff because we’re talking
about similar things. There’s a level of compatibility, let’s say.
Then we eventually realize, we’re both benefiting each other by
doing this, so let’s keep it up. What I’ll do then is I’ll say, I’ll
reach out to them. I’ll say, I noticed that you shared my post
five times over the last week and you commented a lot. Would
you like to be in a circle that I alert about my hangout on air
activity? They’ll say yes or they’ll say no and I’ll appropriately
add them to a circle.

I also go to my events and when I do an event, I might have
200 or300 people show up. I’ll go through the comments later.
I was just doing that again today. This was for an event last
week. I went through and I saw this person’s question seems to
be a legitimate one. They really do need to know or want to
know about hangouts, I’m going to add them to a hangout
circle. This is not often. This is me harvesting data based on
their comments.

I add them to a circle. I’ve got right now about 700 people that
I know because of their actions are interested in hangout and
hangouts on air. Now I’ve got different circles that are focused
on a topic. When I’m doing a show that’s talking about
something that’s important to the people that care about
hangouts on air, I invite them to the event because I know that
they’re interested. I’ve already figured that out and as a result,
you’ll get a group of people that, yes I’m going, maybe I’m
going to come, no I don’t want to go and I just haven’t looked
at it yet.

You’ve got four categories of people with the event tool. The
event tool, by the way, is a marketing dream because I can
send a different note to each one of those categories. If the
show’s on Friday, on Thursday I can say, hey I saw you said yes,
you’re coming, I just wanted to say thank you and tell you that
we’re going to have a special deal if you make sure you show
up so don’t forget. These are the people that said yes.

I’ll send a different note to those who said maybe and I’ll say, I
hope you can make it, but if you can’t, it is going to be
recorded so don’t forget, but I’d really love to see you there
live. You send a different message to each category of
attendance and that’s one of the options what the event tool
has that you may or may not have in other environments where
you’re just posting your show.

Yes, I definitely send invites or invite people to the show that I
know that are interested and here’s another key. I tell them in
my comments or my description area. I say hey, if you know
someone interested in this, invite them. Feel free to invite
them. I give other people the option to invite other people. If
I didn’t, it wouldn’t be any near as much fun.

Jo: What’s interesting, actually, are a few points there that you’ve
mentioned is very interesting. First one is that Facebook had in
their event tool, they used to have the ability to message
people that said yes, people that said maybe, people that had
not answered yet and then, they got rid of it. Quite frankly,
since they got rid of that, their event hasn’t been, I hardly
use it anymore. That was one of the most powerful things
about it, being able to message the different people that had
wanted to come.

What I do find interesting there is how you are segmenting
your circles and it is a little bit like an email list. It’s like
people are showing their interests to your content and then,
you are essentially segmenting them and putting them into
lists that you can then invite to certain things that you know
are going to be of interest to them.

Ronnie: I go above and beyond that a little bit because, just because
your interested in hangout on air, doesn’t mean you care that
much about what I’m doing. If I see you and you’re sharing my
stuff every single time I put a post out about hangout on air,
I pay attention to that and then, I reach out to you privately
and I say, “Jo, I see you really like my stuff it appears.

Would you like to be alerted only for the ones I think are really

important. I don’t do this a lot. I will not spam you, but just
so that it’s easier because there’s so much stuff that goes on,
would you like me to send you an alert for the ones I feel are
the most important?”

If you say yes, you get added to my special opt in circle and I
also point out to people, anytime if you think that I’m giving
you stuff that you don’t want and you want out, let me know.
No hard feelings. I’ll remove you from the circle, you’ll still see
my stuff on your own, you just won’t be alerted by me. That I
found to be very valuable.

Jo: That’s a great way of marketing. It’s totally based on building a
great relationship with your potential customers, which is what
brilliant marketing is all about. Let’s be true.

Ronnie, I just want to talk a little bit, before we go, I just want
to talk a little bit about Google Plus generally, just because
recently, I know you and I have spoken about this before, but
recently I have been asked,”Jo, is it really important right now
for me to be on Google Plus? Should my business be over there
on Google Plus?” I know what my advice is, but if I just asked
you that question, what would you say to somebody asking you
that question?

Ronnie: I may have said this before, so it’s redundant, but some
people are hearing it for the first time. I will ask someone this.
I’ll first start off by saying, “Is google.com (meaning search), is
that important for your business?” If their answer is, “No, I
don’t think so,” then I say, “Okay, we’re done. Let’s talk about

something else.” If they say, “Yes, it’s important for my
business, obviously it’s important for my business,” then I say,
“How do you spell Google Plus?” That’s about all that I need to
do for most businesses to say, okay, I get it. Then they
understand a little bit more and if they want more verification,
I’ll give it to them, but that basically is the bottom line.

Not everyone has time to work with every single environment
out there. You just don’t. You’ve got to run your business. You
just don’t have time.

The key is, what’s going to give you the best bang for your
buck. I learned early, early on as an SEO guy, because that’s
how I approach this, that the work I did on Google Plus was
affecting search results much faster, much more efficiently
than anything I had ever done before and I had done it for
seven years. I decided, okay, this is the place to be. It’s obvious
for me. I don’t necessarily care if my competitors don’t want to
be over here. I’m okay with that. I’ll find the new people. I’ll let
them find me and we’ll just have a party. It works out fine for
me.

Jo: I saw a post a few days ago with somebody having a big old go
on Google Plus. It’s getting complex, there’s things they are
missing, there’s things that are changing and I have to be one
of the first ones to put my hands up and say that on Google
Plus, I do find it complex to navigate. I find the notifications
challenging. I find the different columns a bit challenging and
as far as Google communities go, I never know if someone’s
commented or they haven’t. I do find them very challenging to
navigate and I do hope that as it grows, Google will listen to
its users and find ways. All social media, every business has
to grow and evolve and change in line with feedback from its
users, but one of the things, one of the comments was, it’s just
getting like Facebook and it’s getting way too noisy and there’s
too much rubbish coming through.

And then, one of the other comments was, I’m just getting fed
up with all the bozos that are now finding Google Plus and
start to come on there and share all the rubbish. The memes,
the pictures and whatever. Do you think that people, certainly,
the earlier adopters of Google, I’m not wishing to upset
anybody here, but do you think that the earlier adopters of
Google Plus are a bit snobby towards people coming on board?

Ronnie: I think there’s a degree of that. Yeah. Sure. I think it’s just
human nature, but what I would say for anybody that’s getting
concerned about what they’re seeing and they don’t like what
they’re seeing anymore because it’s less pure, I say you simply
need to go clean up your circles. Here’s the deal. Google Plus
allows you to see what you want to see. If you are looking at
what’s called, the home stream, that home stream is made up
of your circles. It’s not the world. It’s your circles. If you are
seeing garbage, take the people that are posting the garbage
out of your circles and then, you won’t see it anymore.

That’s one of the beauties of what’s called the public stream.
It’s not truly public. It’s filtered around what you have in your
circles. If you’re seeing crap, get rid of the people that are
bringing it in and you’re going to have a cleaner environment.

Another tip. That’s just the public home stream. Another tip is
if you focus in a certain niche, let’s say you’re focused in video
marketing. You find 600 people that talk about video
marketing. That’s a circle.

You put them into a circle and you say hey, I want to just see
what the video marketing people are talking about. You view
your home stream based on that circle and that circle alone
and that’s exactly what you’re going to see is everybody talking
about video marketing. What are they saying? Then, you shift
and you’re talking about dog biscuits because I happen to have
one right here. You have a circle about dog food manufacturers
or whatever and then, you just say, I only want to see what
they’re talking a bout.

You actually control very, very accurately what the
conversations are that you’re looking at. Really, when people
say it’s getting too much like some other place that they don’t
like, that simply means they need to modify who they’ve got in
their circles so they don’t get the garbage that those people are
bringing in.You just take them out of your circle and you don’t
see their stuff.

Jo: Where is the best place for people to go and learn a bit more,
Ronnie, about hangouts and about Google Plus? Where can we
find a bit more about you and what you’re up to?

Ronnie: I just turned on what’s called a lower third. I adjusted it so
that it shows you. I’ve built a new place called
thehangouthelper.com. That’s not as much new, as the
membership portion of it. There’s free stuff on
thehangouthelper.com, but there’s also a paid environment
where we help people keep up. My expression is, sign up to
keep up, because as you’re saying, it does change and it will
change and it will continue to change. I believe it’s getting
better, overall. I know. I promise you. I know that I get more
interaction with the Googlers and they do listen and make
adjustments. There’s certain things that I can’t say, but bottom
line is they do make changes based on customer feedback way
more than I’ve ever seen in any other environment.

It is Google and they have a history of being Google, so little by
Little, you’re going to see that when there’s enough of an out-
roar or uproar about something that they end up making a
modification if it’s not contrary to what their goals were and
I’ve seen things being reversed and upside down and changed
and modified back to something that worked better in
incredible ways. I’m not going to say they’re perfect, but just
like anybody you really like, there’s things about them that
you’d like to have changed. That’s just the way it is. I’ve found
my time with Google Plus to be more rewarding and more
interactive with Googlers than I ever have before in any other
social environment, period.

Jo: Fantastic. I applaud you and I urge people to go to the
hangouthelper.com/members and find out more information.
Keeping up to date with social media is just, you really have to
applaud anybody who does it.

I much prefer to now highlight what other people are doing
because I don’t want to record another social media course
ever because the minute you record them, they change.

Ronnie: That’s one of the things and I think your viewers know this
already. They have their area of focus and if there’s a tool
like the hangout tool is something that you need to help you
communicate your area of focus, you don’t need to learn
everything about it. Find me, let me help you know what it is
and then, move on to get your message refined and
communicated and then, when it changes again, find me again
and we’ll get you updated. That’s the thing I do. I focus
primarily on the hangout tool because it’s changing and I have
to keep up with it, so I help people understand what does this
change mean to you and do you need to worry about it? This
one doesn’t matter. This one makes a big difference. That kind
of thing.

Jo: Actually, Ronnie just made an absolutely super important point
there. Your job is to run your business. Your job is to get out
there and service your customers and be the best thing you can
be. Your job isn’t to have to learn every single, small detail
about the different social media platforms.

When you can, make sure you get connected and hook up with
those people that do spend 24 hours a day on these social
networks, learning all the different things so that they can give
you the stuff that’s super important to your business.

When this video goes live, there will be links underneath the
video on my blog. One of them will be to the
hangouthelper.com/members. The other one will be to
Ronnie’s profile on Google and I urge you to, at the very least,
go and connect with Ronnie and go and find him on Google

and start watching his posts and everything on your stream so
you can keep up to date with what’s going on.

Before we go, Ronnie, I do like to leave this show with a nice
inspirational message. Something that’s inspired you on your
journey, whether it’s been a book or a film or a quote or a
person. Something that you can maybe share with our viewers
to help them and inspire them in their journey.

Ronnie: There’s been a lot. Probably the first two things that’s come
to mind and I’ll just make them real quick. One is a book that I
wish I had read when I was younger, but I couldn’t have
because he hadn’t written it yet. It’s called, “Rich Dad, Poor
Dad.” Have you ever heard of “Rich Dad, Poor Dad?” It helps you
understand money in a different way than you might otherwise.
I think had I read that sooner, it would have been able to have
a bigger impact. It already did have a big impact, but there’s x
number of years that you need to let that impact ferment or
happen. Anyways, “Rich Dad, Poor Dad,” very good book. Really
simple but helps you think about money in a different way.

The second thing is hangouts. When they started happening, I
saw one person that impressed me like none other and that
was Sarah Hill. Sarah Hill is someone that you should follow,
just because she does such a wonderful job with hangouts. At
the time, she was working at NBC at a TV station. She was a
newscaster and she brought hangouts into the live newscast. I
was so impressed on how she did that. She had one ear the
producer, another ear the hangouts and in front of her was a
teleprompter. I was like, how are you doing all that? She’s like
what? I don’t know. Just do it.

She said this and I’m paraphrasing her, but she said I wanted
people to be able to yell at the TV and I could answer back.
She’s a broadcaster saying something and she wanted to hear
the peanut gallery telling her what we thought of what she
said live. I was like, aren’t I supposed to be quiet while you’re
doing your show? She’s like, no. I want you to actually talk to
me live.

The audience out there is not going to hear it, but I hear it in
my ear and it helps me know what your response is. I was like,
wow. This is new. I like it.

Jo: Impressive. Very impressive. Especially all the things she has to
think about in the studio. To have the viewers in her ear, as
well.

Ronnie: She doesn’t work at NBC anymore. She moved on to another
company and what she does, she’s a chief story teller, using
what she calls human media. These are some of the terms that she
does. I think that she’s a phenomenal seer of the future of what
hangouts are all about. Really cool stuff. Sarah Hill.

Jo: There you have it guys, so go and find Sarah Hill. I’ll also put a
link to her profile and the link to this video, as well, so that
you can go and circle Sarah. Ronnie, what can I say? Thank you
so much. It’s always a pleasure to speak to you and it’s been an
absolute pleasure to speak to you again. It’s opened both of
my eyes even more to some of the things that we can do with
hangouts and Google Plus. Thank you very much for joining us.

Ronnie: Fantastic. Thank you for having me.

Jo: All right guys, thank you for joining us on another episode and
I will see you next week.

Please feel free to share this document with anyone you think may find it interesting, link to it from your blog or site, give it away as content to your community or use it to build your list. The choice is yours!

We always appreciate feedback, so if you have any comments or suggestions for future publications please connect and let us know on our facebook page – www.facebook.com/jobarnespage

Thank You! :)

 

So what do you think about that? Pretty awesome right! Now’s the time for you to take some ACTION! Please comment below and tell me 3 things;

1. What was your AHA moment in the interview?
2. What one piece of action are you now going to take because of what you heard on the interview?
3. When are you going to do it by?

Thanks for listening! See you next week! :)

Mind, Money & Marketing Show – Episode #6 – Do What You Love & Paid Marketing Secrets with Mike Hill

I was over the moon when Mike agreed to be interviewed as the man is an absolute LEGEND when it comes to paid advertising and starting and running companies.

A serial entrepreneur Mike regularly makes himself and his clients millions with online advertising.
What this man doesn’t know about paid media, isn’t worth knowing.

Also, I asked him a question towards the end of the video and his response both surprised and enlightened me. This is a fantastic interview and well worth a watch.

I have to say I was a little nervous interviewing Mike, so do forgive me if I waffle a bit! ;)

Get More of Mike Hill

Find Mike on Facebook
Internet Marketing Superfriends (Please note there is a very long waiting list!)
Marketing Results Lab

Favourite Quote

Email is more effective now than it was in the past. People will argue and tell you that it’s less effective and that’s crap. It is less effective for people who are lazy. Email will always be less effective for the lazy.

Another amazing Quote

You know, anytime that you struggle in life is a reflection of the fact that you’re off path and you’re not doing the shit that you are supposed to be doing. Period. The reason why you struggle is because you are not doing what you enjoy. If you were doing what you enjoy and what you are supposed to do, it comes effortlessly and it comes without any thought, whatsoever

Listen & Subscribe to The Interview on iTunes

iTunes-PodCast-Logo

Listen to the Interview Here

[powerpress]

Read the Interview Here

Raw Transcript of the Interview

Jo: Hello ladies and gentlemen. Jo Barnes here from Money, Mind &
Marketing. Welcome to this week’s show. And I have to tell you
that I’m actually a little nervous about today’s guest,because he
is a heavyweight when it comes to building businesses.

He’s one of the most respected guys in the industry for a
couple of reasons. Number one is because he is just literally is
probably one of the most experienced people in display
advertising, PPC, all of that kind of stuff. He makes millions,
and I’m talking millions of dollars every month for his clients.
But not only that he’s also the creator of one of the largest
internet marketing groups on Facebook, which we are going to
be talking about tonight, because it’s really interesting how
that group all came about.

But more importantly that all of that, he’s just an absolutely
nice super guy. I mean, how can you be this serious
entrepreneur, make millions of dollars, run a massive group on
Facebook and still have the time to hangout and chew the fat
with people that you want to talk to. So ladies and gentlemen, I
need to introduce to you, the very lovely, Mike Hill.

Mike: Wow, that was awesome. Who are we going to be meeting
today?Who is this guy? Seriously, I really, really [inaudible
01:28]

Jo: Hello Mike, thanks for joining us. Now, we do have a slight
lag between myself and Mike. Mike is over in Montana at the
moment, and I’m, of course, here in Thailand and there is a
very slight lag between us. So, if we just sort of talk over each
other every now and then, just forgive us while we catch up
with each other and make sure that it is all working.

So Mike, where do we start? I would love you to begin by telling
our

viewers just a little bit of how you got started in the
industry. I know you’ve been in the industry for many years,

although you’re a bit of a whippersnapper, or is that just the
baseball cap?

Mike: That is just the cap.

Jo: Tell us how you got started in the industry and, kind of, what
led you to where you are today?

Mike: Sure. This is kind of a weird story. Well, I got started in the
year 1999, I think. Ironically enough, my employment was
running
out and so I had to go get a job. I was like, you know, I’ve got
to figure something out. I’ve got to do something on this
growing internet thing, because I kept hearing about it. I had
friends who were dating on it. I thought, there has got to be
something here.

So, I started running out of employment. I thought to myself,
what am I going to do? I looked in the paper and lo and behold,
there was a job as a receptionist for an Internet company and I
was thinking, well, that would be kind of cool. That would be
really cool. So, I looked the company up and found out that
they are actually connected to all of the top marketers in the
industry at that time.

Again, this is the year 1999, I think. And so, I went in and
interviewed and said, hey, I’ll be your receptionist. They were
only offering, I think, $6.00 an hour, and I said, that’s fine.
Within a year, I’m going to be running your company and they
laughed a little bit and when they were done, they said, you’re
hired. And I said [inaudible 03:32], and within a year, I was
running their company and within two years, I had outgrown
the company and quit and started doing my own consulting.

Jo: That’s an absolutely fantastic story. So tell me, what company
did you begin with? You’ve done lots of display advertising and
paid advertising over the years, is that how you started? Is that
kind of what you started doing?

Mike: That’s a great question. The company that I was working in at
the time, I was hired by a company call Abnett International,
which was out of Chico, CA. I was hired by a guy named Declan
Dunn, who was one of the great grandfathers of online
marketing and affiliate programs; an amazing person. He
trained me, he and another person by the name of Patrick
Anderson. Both of them trained me in the beginning on how to
do what they were doing, which was selling eBooks.

They were doing this thing called eBooks sales, which was a
new thing. They would sell a book for $67.00. It turns out
seven was a magic number back then and still is today.
Anyway, long story short, at about six months working with the
company, I said, “This sucks. I hate selling eBooks. I quit,” and
the guy looked at me, who was running the company, Patrick,
and said, “Please don’t quit. You’ve got a lot of talent, but
maybe this just isn’t the
right thing for you.”

I said, “No, this sucks. I hate selling eBooks,” and he said, ‘Well,
what if I taught you how to sell and buy traffic?” I said, “What
the hell is traffic?” He said, “Well, you’ll buy a banner for a
dollar and sell it for $1.10.” And I said, “Sign me up. Tell me
how to do that business, because I am totally down with that.”
But selling the [inaudible 05:10] and the eBook thing…that just
did not resonate for me at the time.

So, he taught me that over the next couple of months and
then, I started doing what was called arbitrage. There was a
whole bunch of MP3 traffic at the time. There was a lot of
people looking for free music and it was kind of rampant back
then, and no one

wanted all of this MP3 traffic. So I figured, you know what, if
I can turn that into money, I can turn anything into money.

So I figured a way, it’s call arbitrage, buy low, sell high on the
traffic that no one wanted, and that started my conversion in
traffic career, if you will. And everything has been easy after
that. Once you can figure out how people want to steal stuff to
give you money or to make money in between, everything else
is gravy.

Jo: So,when it comes to the world of display advertising, is the
most important thing the actual ad, the message and whether
you’re a really good copywriter, good at grabbing people’s
attention or is the more important part the back end, the
conversion side?

Mike: I would say that they both go hand in hand, but here’s the
thing. You can have a high converting website, but a crappy ad
and it will attract the wrong user to the high converting
website and it will become a low converting website. You can
have a really great ad driving people to a crappy website and it
still won’t matter.

So I would have to say if I had one magic wand only, it would
be on the landing page side. If I could do any one thing, I’d
waive the magic wand. I’d go on any webpage site and even if I
did a crappy job, I could still buy traffic and still make money.
But if you had only the ad side, it would be a lot more difficult,
so it’s a balance for sure, but there is a lot to be said for ad
side in generating a lot of traffic.

As an example, in the year 2001, we were driving a ton of
traffic for a software download company and we found that by,
we had been sticking with all of our ads, principles which were
less copy, call to action, high click ration, screw everything
else.

And then, I just decided one day, I got a [inaudible 07:37]
and I’m like, you know, what if we put up a bunch of copy, a lot
of words and a huge description, what was called the ECPM,
the effective earnings per thousand impressions of that banner
display, tripled the effective CPM of those that had higher
clicks.

So, we got less click volume, but we got higher quality traffic
and after that, I kind of changed everything. S, it was really just
more of a massive amount of clicks first and then, I realized,
gosh, if we qualify that, we could really make a lot more
money.

Jo: So what takes you from where you were, to being able to
generate millions of dollars for different customers and clients,
Mike? The question I’m really asking is, is it that over the years,
you’ve just learned more and more, and you’ve practiced and
you’ve tested and you’ve tweaked and you’ve tried different
things or, and this is a difficult question to answer because I
know people are reluctant to pick themselves up, but do you
feel that actually, you have a bit of an unique ability to be able
to very quickly determine the type of ad that’s going to work in
a specific market and the funds that follows?

Mike: That’s a damn good question. If you had asked that question
last year, I would have given you a completely different answer
than I would give you right now. First, you asked what has led
me to be able to buy from my clients. What’s changed or has
anything changed over the first years. The answer is really not
a lot has changed. You could do the same thing now as you
could back then as far as spending and earning six or seven
figures, whatever your goal is.

The difference between a multimillion dollar monthly campaign
and a campaign that generates a thousand dollars a month,
isn’t that big.

The biggest difference between the two is what is the
mindset of the business owner and what is the scalability of
the website itself.

Once you have a good refined marketing message, meaning
you’ve got the right connection of copy and keyword in your
advertisement, correlating to the copy and triggers, if you will,
on the landing page, then the only inhibitor to scale is
merchant profiting power, which we had our fair challenges
there, and a scale of team who can create new ads. But you
have a proliferation campaign where you have a lot of different
types of ads because, eventually, ad saturation becomes a
huge component.

So, the direct answer to the first part of the question was not
much has changed, same stuff, different day. You’ve just got to
kind of roll with the flow. Once you’ve learned the skill, it really
doesn’t matter what year it is. It could be 1999 or it could be
2001, people will say, hey, this is the greatest time in the
world.

The only thing that is really the large contributing factor in
timeline from 2001 to 2013 is competition. There was less
competition, which means ad costs were lower. That is a factor
but not as big of a factor that people would want you to
believe.

The second question you asked was about specific skills sets
or unique ability as Dan Sullivan calls it. Yeah, I do actually
think I haven’t seen in many others. I don’t think it’s
something that can’t be fostered or created. I think it’s
something that most of us intentionally tune out, and that is
compassion and true understanding of human nature, a true
understanding of your fellow human being.

I see a lot of people who would go into these quasi, let’s think
about who our prospect is, well, he’s a 27 year old male who
drives a Toyota.

That doesn’t mean anything. What is his true
pain every single day? What is his internal thoughts that he’s
not even conscious of and won’t even admit to himself, his
wife, his kids? What is the true psyche of your consumer?

Once you can understand and emphasize with them, then you
can create ads, programs, conversion rates that will just trump
anything that your competitors can create, because you’re
willing to have that subconscious conversation with him, and a
lot of time, he won’t even or she won’t even be ready to have,
but the fact that you know that, puts you at an unfair
advantage.

Jo: I love the fact that you mentioned the word compassion, Mike,
and I’m going to be coming back to that because that’s actually
here on my notes. I’ve written the word compassion when it
comes to you because I do find when I’m watching your videos
or looking at some of your posts in Internet Marketing
Superfriends, your compassion for people is above and beyond
much,from what I’ve seen from many people online. It blows
me away.

Mike: Thank you.

Jo: We’re going to come back to that. Before we go on to that
though, I wanted to stay on the technical side of display
advertising just for a moment. A lot of the people watching this
will be solopreneurs, small businesses, very small businesses
to be able to go out and start their advertising campaigns. If
you can give me three actionable tips, Mike, that people can go
out and begin to use today when it comes to paid advertising,
so I’m putting you a bit on the spot there, sorry about that, but
if you, maybe not three, but any sort of key actionable tips that
people could start using, what would they be?

Mike: Well, I don’t think there is going to be anything new which,
unfortunately, a lot of your audience is not going to appreciate.
We’re always as human beings; we’re preprogrammed to look
for the new and the shining for two reasons. One, to be able to
find food, to be able to procreate, to be able to defend
ourselves. You have to always look for those two things.

My challenge to your solopreneur would be to fight that human
instinct and to use what you know you need to do to get the
job done. Now with those two things being said, Facebook
newsfeed ads really hasn’t been an opportunity like that in a
very, very long time as far as click to ratio, effectiveness, ability
to drive, the targeting capabilities that Facebook has, the data
[inaudible 14:03] capabilities that they have. It’s disgusting
to the extreme.

For me, if I was a solopreneur, you can start with Facebook
with such a low budget that even for myself, we’ve had a shift
months ago with the newsfeeds came out really. Okay, budget
over here, because the return on investment is so huge that it
can’t be ignored. So my one big thing, if you take nothing else,
in which I’m sure you already know this Jo. Get really good with
Facebook feed ads yesterday and capitalize on this moment.

Put some money in the bank for yourself so that you can and
have some success, because once you have a couple of first ad
successes, after that you’ve got the cojones to go out there and
play ball in the real world, because it’s not all going to be
like newsfeed ads. Newsfeed ads are currently for return
investment, low cost per click, etc. Put that success under your
belt, now, while you can guarantee it. You’d have to be really
bad not to make newsfeed ads work.

Jo: When you do your newsfeed ads, obviously, lots of people have
heard the term inbound marketing now over the last couple of
years, do you still advise that that’s the best route, that you
send people from newsfeeds ad to content or to landing pages
and then, obviously, take them through a funnel and warm up
that relationship before you make any offers or sales to them.

Mike: Okay, there are two schools of thoughts with this. One is
sending newsfeed ads directly to the video sales letter, the VSL,
and the other is to the email sequence. My preference
personally is to always engage for future relationship. I don’t
believe that you should necessarily just hit that VSL straight
away because I do think that, while it may make you a higher
conversion rate at Day Zero, if you look at the conversation
ratio over the long run, you’ll actually make a lot of money by
actually courting the company first, versus disenfranchising
them with a long form video sales letter. I’ve run both.

I have one client who does run the VSL and we have advised
them, get your auto responder sequences in order, get your
long term in order because they already know this, that is not a
long term plan. It is a temporary thing and it’s only frustrating
the audience against the [brand] at this point. It really would
depend on how you create your video sales letter if you’re
going to do that.

But to answer your question, I’ve run both. I have received
success with both and my preference still lays in inviting
people to, I call it, a hand in trust offer, I would like them to
join you in hand and trust offer. You say, hey look, I am the
guy who would like to you if you would do me the honor of
letting me send you these emails.

I will send you six emails that will contain the training
information that you need if you would like that, and
then we can continue from there. This is the age of
genuineness and unfortunately, in a lot of the VSL’s and other
directed sales mentality approaches, I’ve seen they just don’t
resonate with this generation of consumer.

Jo: Okay. Let’s start moving in that direction then, because it’s
going to start leading us to talking about Internet marketing
superfriends, which I am hugely intrigued about, where that all
came about. Before we head there, though, I just want? to
touch on email marketing, because you were just saying
building that email relationship. So, what’s your view these
days on email marketing, whether it’s still as effective as it
once was or still effective in itself, versus now, beginning to
build your community on social media.

Mike: Okay, so here’s the thing; email is more effective now than it
was in the past. People will argue and tell you that it’s less
effective and that’s crap. It is less effective for people who
are lazy. Email will always be less effective for the lazy. The
exceptionally lazy, it will be more effective for because those
are the people who don’t care about legal rules and they don’t
mind breaking the law, i.e. spammers, etc.

However, with Google leading the charge on consumer
engagement at an email level with the new algorithms coming
in to play, there is just so much technology behind email
analysis that if you get true engagement with your emails,
many of the email service providers will recognize that.

The problem is most of the businesses will not care about the
consumer to the point that they would be actually practicing
goodness hygiene and when you don’t have goodness hygiene
when you attempt to send out an email to 100,000 people and
only 1,000 of them open up the message, or whatever that very
low percentage is the email people see this, the esp’s email
search

providers, will see this and therefore, cut you off and not
enable you to get your message in the remaining inboxes.

So, I think that email is a huge opportunity. I think it’s an
enormous opportunity and can’t be ever dismissed, but it will
be dismissed by those who are too lazy to make it work or
spend the time educating and if that offends people then, so
be it. But there will always be those of us who are not lazy and
there will always be those of them who are lazy and they just
make our job a hell of a lot easier.

Now with social media, that’s different. Email versus social
media. I think that social media has an incredible reach and
this has been proven. I’ve used it. I’ve created a group. It’s a
very popular group. I try to stay engaged in many different
social media platforms and it can be its own business model,
but I don’t think that I would ever recommend to a client that it
be the sole business mode. It is like all other media, one media
channel. It is not necessarily a media model unless your chat or
if you’re [inaudible 02:55] or if you’re building a software
service type of company then, that changes the discussion.

But for most of your listeners, readers, I guess most of them
are marketers that using each of these different platforms as a
way to get the message out. They definitely cannot discount
email in lieu of social media, because things change. Two years
from now, guess what, you still got your list. You can still reach
out there. If the algorithms for [inaudible 21:27] change and all
of a sudden your engagement with your list goes down like,
look what happened for us the last couple of years.

Now, you are going to have to pony up a little bit to be able to
reach your entire list that you have with your likes. The
economics of social media are so at their infancy that to invest
all of your effort, energy and attention into something that’s
that young probably wouldn’t be a wise decision from my
perspective but that’s only because I understand the other
options that are available.

Jo: Would you have both? Would you ever advise a client, Look I
want you to build your email list, but while you’re doing that, I
also want you to be saying to those people, hey, come and join
my group on Facebook or join my community on Google.

Mike: We do all of it. We have, again, we have a proliferation
attitude, which is, more is better. So we advise our clients to,
we have a Facebook page. We want to get the Likes. When we
have the newsfeed, we’ve taken in to the hundreds of
thousands of Likes, not those kinds of I Love X type of likes,
but more genuine Likes for passionate subjects for businesses.
So we do advise having a Facebook page.

I have not had any of my clients create groups yet due to
messaging difficulties for groups. But I do think that groups
are very, very powerful. I just not have yet advised them to
create any groups. I’d rather them focus more of their time,
energy and attention on back-end processes and converting
their customers into higher self programs, so that they can
generate more cash flow to be able to purchase more media to
be able to affect more people with their message.

Jo: I think one of the issues with groups, they are absolutely
fantastic for building communities, a real community feel that
starts very quickly in a Facebook Group. But one of the
challenges is that if you want to get your message out to as
many people as possible, then really you need a Page, because
it’s the Page in which you can set up your advertising
campaigns and actually get your message out, whereas like you
just said, the messaging capabilities in Groups is limited right
now.

Mike: Absolutely. I mean, you can pay for it, of course, like many
have done. Pay for advertising to your group if you have that
capability, but it’s not the same. It’s nowhere near the same.

Jo: So talk to me about internet superfriends Mike. I want to touch
on this element of compassion and I know that when you
started Internet Marketing Superfriends, and you’ll need to
educate me to exactly when that was, it wasn’t called Internet
Marketing Superfriends, was it? I believe it was called Ethical
Marketing.

Mike: Yeah, actually it was. I don’t remember how many years ago it
was. It was two or three years ago. I was really frustrated with
the direction the industry was going, [inaudible 24:33]. I’ve
seen it before. I’m sure I’ll see it again, unfortunately. Where it
usually happens in between regulatory slacks, meaning that the
industry will come through. Just like in 2003, there was the
Can Spam Act and that shook up the industry a little bit and
cleaned it up just for a little while until everything got nasty
in a different way.

So the reason I created Ethical Marketing is that I wanted to
show people that there is a way that you can market to your
consumers and still feel good about being a marketer. I think
that there is a real calling for those of us who are marketers,
where we are drawn to help spread other people’s words.

Now I don’t know why we have this feeling inside where we are
just drawn to sharing like crazy, but I can tell you that it’s not
supposed to be used, it’s a power that has been given to us.
It’s not supposed to be used the way that many people will use
it and I remember when I first got into this space, looking at
other people around me and going that can’t be right. Is that
even legal? And having other people say yes, everybody does
that and in my stomach I thought, well, that just isn’t right.

Anyhow, long story short, that was something that later on
turned out to be passed as illegal and other things like that,
just because there are new precedents that are being set. And
even things that aren’t necessarily illegal, but are immoral at
heart, are allowed to infest our culture on-line and our
industry.

So, I wanted to be able to show folks, look, you can create
happy, ethical marketing systems and you give and not have to
worry about taking and they’ll get back.

Unfortunately, when you call something ethical marketing, it’s
like saying slow car. No one wants it or 100 per mile gallon car.
Everyone looks at it and says, well, look at the first invent of
cars in this country, people turned their heads away from them
because they weren’t sexy. They weren’t fast and the same
thing happened with my Ethical Marketing Group. So then, I
just decided that’s not working. I need a badge. I needed
something that everyone wanted to be, something people
wanted to aspire to.

So, I started applying the psychological principles that I applied
to my client to this desire to create something more for our
industry, so I thought well, I’m kind of a superhero freak,
let’s create a group of super people. Why not have a whole
bunch of friends to get together and call them Superfriends,
and I thought, well, the Internet Marketing Superfriends. I’ll see
what happens with that.

So, I threw the first 1000 people in the Group who were friends
of mine from Facebook. Because back then, I don’t know if you
could do it now, but you could just dump all of your friends
into a group. So I was like, all of you suckers are coming here
with me. So I threw a thousand of people in there and then,
nothing happened, nobody came. I felt like the first year was
very quiet. The crickets were chirping. But there was me in
there, answering questions, just holding that flag. Okay, any
day now.

And then one day, this guy I kept seeing across the internet,
who was kind of stalking everybody, but Freddy was a cool
guy.

He did it in a cool stalker sort of way. He was always the guy to
say something nice to you and all of that stuff. His name was
Seth, Seth Leary. Seth all of the sudden invited everybody that
he knew and said look at this great resource that I found and
he dumped hundreds of people in and when he did that,
because his social engagement was already so high, so much
higher than my own that he really became a catalyst for the
group’s growth. And ever since then, it has been nothing but
skyrocketed in popularity and usefulness.

Jo: Over 6,000 members you currently have, which is absolutely
huge and I think I saw a post the other day from you saying
that you had 9,500 requests to join?

Mike: Yeah, I think it’s like over 10,000 again. It happens fast, so
fast.

Jo: Gosh, that’s absolutely fantastic. Just staying on the ethical
marketing, I see a lot of people, actually, I don’t see it quite
as much these days, but I did see it a couple months ago – see
quite a lot of posts that would come through Facebook from
different marketers saying things like, I’m going to change the
industry. The Internet marketing industry has got this
exploitative nature and we’re going to get rid of all of these
guys that have basically taken the mickey out of customers.
We’re going to change the industry because we want to see it
on this industry, blah, blah, blah.

And in fact, I had a conversation with someone recently who
was on Google Plus, that’s an interesting conversation to have
about Google Plus and he was saying the internet marketers
are really welcome to Google Plus. Googlers, GooglePlusers,
who are the elite, believe that internet marketers are really just
not welcome on Google Plus. I’m quite young in this industry.
I’ve been here for the last three years and do you know that
most of the people I see online are marketing and selling their
products.

Oh, fantastic. I think that their messages are great. I think that
the way they market is really great and I don’t know if I’m
someone who just sees life through those rose-colored
spectacles, but I rarely see, you know, you get the odd one or
two, but the world is so transparent now.

Social media makes it so transparent that I actually believe that
the non-ethical marketers are now very much the minority and
people who actually really do care about their customers and
really do want to do the very best and give the very best
education and training and services are actually the majority.
Would you agree with that or am I just looking at it a bit
naively?

Mike: I agree with you. I think that we’re the majority now. I know
that there was a time, not so long ago and keep in mind, I’m
looking at a 14 year time window, so for me, not so long might
be long for someone else, but there was a time not so long ago
when that wasn’t the case. But I do think that, thankfully to
social media and the tribal mentality of our group, I don’t mean
our group, but the group of Internet marketers, I think that
we’ve reached that 100th monkey thing. We’re now in a tribe of
150,000 monkeys, the 100th monkey says this is it.

We’ve got to do things the right way. This is the new exploit.
The new exploit is honesty, that’s a blog post gram. But I mean
seriously, that’s where we stand right now. I think you’re
right, but I want to say just one thing to your statement of, are
you seeing life through your love band rose. We all naturally
attract that which we are focused on. So the fact that you see
the world through rose colored glasses just means that your
interaction with the world is rose colored.

So, that’s the way that it should be and that’s the way that we
like It, as well. That’s why in the group we have such strict
rules. No negativity, no antagonism.

When we create and foster that light for everyone else to bathe
in, appreciate, to emulate, you end up having and attracting a
whole lot of like minded people and even those that may have
been on the fence like, you know what, I’m not going to go that
route, because I see what Jo Barnes is doing. I see what Casey
Zeman is doing. I see what [Tockey] Moore is doing. I see what
whoever you may choose. [Marie Forleo]. There are some really
great people making really great strides, helping an incredible
amount of folks find whatever it is that they need in life, just by
being themselves.

Jo: One of the things that I love about you Mike and I don’t mean
to blow smoke up your bottom, but one of the things that I
love about you is that you’re somebody who’s doing, while so
many people are talking. And if there is something that I try to
say to my students and my audience a lot is that it’s about just
getting out there and taking action and just doing something,
almost doing anything just to start to create some momentum
in your business, as opposed to just constantly kind of talking
about things and having things in your mind.

I mean, the Internet Marketing Superfriends is such a reflection
of you just getting out getting out there and saying, I just want
to do something. I just want to start something and try this
and see what happens.

Mike: Thank you, yeah. You know, I really didn’t a lot. It really
wasn’t a lot. I mean honestly Jo, I just stood there with the
flag and just waved it.

Jo: What’s your goal with it though? What do you want to achieve
with it? What’s the kind of long term vision for Internet
Marketing Superfriend?

Mike: Frankly, I didn’t have one. I really didn’t. I just put the flag
up and I stood there for a long time and I really didn’t have a
goal with it. I’m at the point now when I really should probably
do something with it and I have had so many people tell me,
well, if that was my group, I would do this and this and that,
and they’d have all of the marketing plans and I’m like
thinking, it’s not like that at all.

It can’t be like that. I can have it have legs and I can have it
expand. And I do have plans. I have an app plan for the group
to help people find content better. I have the newsletter which
Graham and I were talking about.

Unfortunately, I’ve been traveling a lot last month, so I pushed
it back more. I’m going to hire someone . . . I keep putting
money into the Superfriends, but I do need it to make more
money so that I cannot keep funding my passions, but I’m just
going to hire somebody to come in and take it over as far as
managing it as a business, because, really, I’m not managing it
as a business. I’m managing it as a group.

Jo: Because that’s what it is for you right, just a passion? That’s
what the group has become really for you. It’s more of a
passion than anything else.

Mike: It’s always been a passion. I mean I have my coaching
business. I have my ad agency. I don’t make any money from
the group. It costs me money every single month. Well actually,
it did not lose money last month, but every month before that.
It is definitely a passion play. But I do need to treat it more like
a business, but I’m very cautious and conscious of having it
become a business and lose its group cohesion, that I can’t
have happen. Only because I think it makes a huge difference
to see people out there at events and they talk about it.

Like yesterday, I was at Entrepalooza and a guy walks up and
says,
“Hey, I’ve been hearing a lot of great things about your group.”
It turns out it’s freaking [Rick Conan], the guy who do all of
the books for pretty much everybody that I love in the writing
world, you know Wayne Dyer, Deepak Chopra, Napoleon Hill’s
book, that was like a pinnacle for me. I’m like, wow, that was
freaking good. That means we’re making real change. When
people of that level are hearing about the change that we’re
making, that we’re making, not me.

Jo: Mike, you whole kind of modesty, I suppose, on this is
phenomenal. Internet Marketing Superfriends is one of the
most amazing resources online. I cannot hardly go in there
because I would be in there for like three hours at a time. To
be able to bring together a community of people who are
willing to put that much time in. I mean, I get it. I produce all
of these products and I create all of these training courses and
I do all of these videos and I spend hours and hours doing all
of this education, but the one thing that people come up and
commend me and say thank you Jo, is for the groups. It’s for
the little groups inside my products.

So, it’s always the communities in the groups that have the
biggest impact with people, because people want to be a part
of a community, do they? With Internet Marketing Superfriends,
on top of that community field, you’ve also, which I find just
incredible is just the shear amount of experience and the
knowledge that are in there, the guys that are willing to and
this is an accommodation for everybody in the industry, that’s
willing to spend their time going in there and helping and
supporting and answering questions, just for free.

It doesn’t matter what I do, all I have to do is go the question
and guys who have been in the industry for years and are
hugely experienced would come in and just answer and give
some amazingresponses and gosh, I think it’s fantastic.

Mike: I am getting goose bumps. I saw a video on YouTube about
five or six years now. And the Rabbi said, you know I think that
the world is headed for a bad place unless we can get to a
point where giving is the ultimate currency. Right now
[inaudible 39:47] is the current currency and we need giving to
be the ultimate currency.

So, after watching that my vision was, I needed to try to create
an Environment. My real goal would be to recreate this
globally, but I needed to try to create an environment at a
smaller level, where giving can be the ultimate currency and I
used to say that a lot. I haven’t said it in a while in the group,
but it is. That is the place where that’s what we foster. That
was my intention and I think that is one of the most important
things that’s missing in business today – what is the intention
of what you are creating and the intention that’s created for
Superfriends was the place where, in the group itself, is this
is the place where giving trumps everything.

Jo: Well, congratulations, because your intention has absolutely
been realized and I think anybody watching this who is part of
Internet Marketing Superfriends would agree with me that it is
a phenomenal place and a very much giving atmosphere in
there.

So Mike, before we go, I would just like to ask you over your
years of being in business, I know you mentioned [inaudible
40:59] in the early days, but I always like to try to end these
shows by asking you to give our viewers something
inspirational, whether it was a book you read or a film you
watched, a person or even, a quote you heard, that over the
years you kind of lived by, that really inspired you that you can
share with our viewers and listeners as something that can
maybe inspire them also.

Mike: That’s the stumper question, only because there has been so
many things that shapes each chapter of your life and when
you go from one chapter to the next, it’s usually one of those
catalyst conversations that you have, that even if it’s a
conversation with self, conversation with someone else,
conversation with an audio book, conversation with a movie,
there is some catalyst that moves you from chapter to chapter,
and that movement from one chapter to the next is not
necessarily more pivotal than the previous chapter change.

Each one has its own level of importance in the book of you,
but I would say that one of the people who has helped me the
most in my marketing career that no one would have ever
imagined would be marketing guru coach who is Wayne Dyer.
Wayne Dyer’s understanding of human nature and his
understanding of his acceptance of all, his course in miracles,
was absolutely phenomenal. I can’t tell you how many of his
books I’ve listened to.

He alone has transformed my vision of self, which transforms
my vision of others, which transforms my marketing. So to be
able to that empathic marketing core like it told you before,
that was the one thing, I have to attribute most of that to
Wayne Dyer. Not a NLP book, not a trigger book, or any of that
crap. Honestly, I’ve never really finished an entire marketing
book. They bore the shit out of me. I’m like, okay this sucks. I
don’t want to be this manipulative ass that they’re talking
about in this book. I would rather just go and listen to some
more Wayne Dyer, and I’m cool with just helping with anyway
that I can and everything just happens the way it’s supposed
to. So my answer, if I can just pick one thing, one person, it
would definitely be Wayne Dyer and everything that he’s
produced.

Jo: Mike, you’re inspirational. You’re quite humbling and
inspirational. So a message to everybody watching now, as a
serial entrepreneur, as somebody who is running right now
several successful businesses, who is a very compassionate
man and who has also gone out there and built and created an
amazing community, what would you say to people who are
struggling right now, who are really, kind of, wanting to get
their business off of the ground but are struggling with self
esteem or struggling with taking action or struggling with all of
that kind of stuff. Have you got a message to give to people or
something that they could go on and start doing right now to
make a difference in their business?

Mike: Do they want the real answer?

Jo: Yes, definitely. Give it to them straight.

Mike: You know, anytime that you struggle in life is a reflection of
the fact that you’re off path and you’re not doing the shit that
you are supposed to be doing. Period. The reason why you
struggle is because you are not doing what you enjoy. If you
were doing what you enjoy and what you are supposed to do, it
comes effortlessly and it comes without any thought,
whatsoever.

Anybody I encounter who’s saying, I’m having a hard time. I
always ask them, what are you doing? Well, how much do you
enjoy it? It’s great, but . . . What do you mean great, but?
There should be no but, either you love it or you don’t love it.
Are you loving what you do? And if you’re not loving what you
do, you’re clearly off path.

Get back on path and stop struggling and start producing.
When you’re doing what you love, you don’t have to think
about it.

When I’m sitting here talking to you, I don’t think what am I
going to say next. I’m not nervous because I don’t know what
to say. Everything that comes out of me to you guys is stuff
that I’m supposed to be saying and doing.

I love what I do. I love this. I love my dirty desk. I love the fact
that I can do these things. I love that I have that group and I
can help people. I love speaking in public. I love ads, I love
making new connections.

So ask yourself, do you love it or are you doing something that
feels slimy to you or are you doing something because of the
money? If you’re doing it because you need the money, that’s a
wrong reason to do it. Don’t do it because you need the
money. Do it because you love it and then, you’re make crap
loads of money than you ever did trying to push that freaking
car up the hill.

If you just look behind you, guess what, it’s downhill that way.
Turn around, jump in the car, roll it downhill. Quit trying to
push it uphill. Everyone does that with their business. They’re
like, yes, well I’m pushing. I’m pushing. It’s way faster. Just go
that way. Just turnaround and make an about face and you’ll be
surprised at just how quickly things turn around for you. if
you’re not tied to the fact that you already built the car, you
already spent all of this time building leg muscles.

What am I going to do? I already built all this stuff and I put all
this money and energy into it and I can’t walk away from it, not
because then I think I’m going to be a quitter and I can’t be a
quitter because everyone tells me I shouldn’t be a quitter. If
it’s not what you love, then run away. Do something different.
So my advice to you if you are struggling, don’t there’s no need
for it.

Jo: Mike, I’ve got butterflies in my tummy. You’ve been amazing.
Thank you so much, seriously. Absolutely brilliant. Thank you
very much. Really good talking to you. Ladies and gentlemen,
this has been Mike Hill. Now Mike has got quite a lot of
companies, but I know that he is working on a project right
now called the Marketing Results Lab and I will be putting
details of that as it comes about, so that you and I can,
hopefully, take more advantage of this incredibly,
knowledgeable and inspirational chap.

But, thank you very much for joining us. I do hope you’ve
enjoyed today’s episode. I have I really learned an awful lot
today and thank you very much for your time and for joining us
from Montana, Mike.

Mike: No, thank you and thank you to everyone. I appreciate it.
That’s all I can say.

lease feel free to share this document with anyone you think may find it interesting, link to it from your blog or site, give it away as content to your community or use it to build your list. The choice is yours!

 

So what do you think about that? Pretty awesome right! Now’s the time for you to take some ACTION! Please comment below and tell me 3 things;

1. What was your AHA moment in the interview?
2. What one piece of action are you now going to take because of what you heard on the interview?
3. When are you going to do it by?

Thanks for listening! See you next week! :)

Mind, Money & Marketing Show – Episode #5 – Live Your Message with Marisa Murgatroyd

If you want to ensure your business and brand is saying what you really want it to, then this is an interview you will really enjoy.

Marisa is the founder and lead web strategist at Live Your Message – a full service web design and internet marketing agency. She is also the co-creator (along with her business partner and husband) of ‘Superhero Summits’ a series of online events showcasing the best marketing minds in the business!

We got to talking about branding, standing out from the crowd, self belief, approaching influencers and much more…

Get More of Marisa

About Marisa Murgatroyd
Super Hero Summit
Touch The Sound

Favourite Quote

“There’s no-one more credible & capable of being you than YOU!”

Download the PDF

Marisa Murgatroyd

Read the Interview Here

Raw Transcript of the Interview

Jo: Hello, ladies and gentlemen, Jo Barnes here, with another
episode of Mind, Money, and Marketing, welcome. Lovely to see you again and I am
super happy to have with us today a lovely, glamorous lady by
the name of Marisa Murgatroyd from liveyourmessage.com.

[music]

Jo: Now, Marisa has been working very hard over the last year or so,
Organizing some major online events, which inspired me to contact her to
ask her all about how she kind of came about hosting and
presenting those events and all the different challenges and
things that go with them.

Also, to find out a little bit more about liveyourmessage.com,
because it’s a very kind of passionate brand that Marisa’s got
there and it’s very intriguing. So, welcome, Marisa Murgatroyd.

Marisa: Thank you so much for having me. I can’t wait to begin, and
just give some value to your audience.

Jo: Okay, well, let’s crack straight on then, Marisa. Let’s not
waste any time. Can you just tell us a little bit about you? Let’s hear a little bit
about your background and what’s kind of brought you to this
point of your business and your brand of Live Your Message right
now.

Marisa: Yeah, absolutely. Like a lot of people in this country are,
well, I think all over the world, really you know, I was taught, but I could go
anywhere to school. My dad started a mutual fund for me the day
that I was born to invest my college education.

Basically said, you can go anywhere. My whole childhood, I worked
really, really hard, got the best grades, got the best test
scores, went to the Ivy League.

Found myself graduating with a degree and when I graduated, my
dad wrote me this letter basically saying, you know, here’s a
bunch of money. You can either invest in a down payment of a
house or your graduate school education. I hope that you’ll go
work for a well-respected institution.

I just felt like I had been slapped in the face. My dad had
given me this gift to try to support my future, but the very
last thing that I ever wanted to do was go work for a well-
respected organization.

I was creative. I was an artist. I wanted to make things happen
that didn’t exist in the world already, so what I found myself
doing is creating application after application and not even
getting interviews for jobs I didn’t want.

There’s nothing more demoralizing than being turned down for
things that you don’t even want. But what happened is at the
time, back in 2000 when I graduated, there wasn’t much awareness
about entrepreneurialism.

I thought that the only options that I had was to go and work
for somebody else. I basically spent 10 years working for other
people, trying to bring my creativity into existing roles. And I
did fairly well.

I was a documentary filmmaker; I worked as a creative director
on large scale projects for the State of California and the
Getty Museum and PBS and all of these large organizations. But
what happened is, I wasn’t feeling like I could do my work and be
me in those situations.

And I didn’t really realize that I could create something
entirely different around who I am and what I love to do that
would enable me to be more successful than I could ever be in a
job. Not just in terms of fulfillment, financially and making an
impact, as well.

What happened is after I spent about 10 years in those circles,
I left and I just decided to take a break and go on a road
trip and I thought, well, what can I possibly do? I know how to
make things look good, I know how to make things sound good, I’m
an award winning film maker, what do I even know how to do?

What I realized is that instead of going through this old of
model of spending two years crafting this highly produced
documentary film and getting it out to market, in the meantime,
the world has changed.

I can take the same skill set and use it online and make
things happen from the concept to execution, sometimes within a
few hours and that my skills online can really make a huge
impact.

The last, you know, four or five years, I’ve been really
studying the top experts in the field who have made an amazing
impact online in bringing these skill sets of who I am to this
global marketplace.

And that’s what I help people do, as well, is build a business
that’s an expression of who they are, that leverages the most
powerful tools that we’ve got at our disposal, at our
fingertips, to really make a massive impact and have huge
income, doing what you love.

Because I honestly believe that when everybody does what they
love, what lights them up, it’s like the problems of the world
just sort of sort themselves out. I don’t mean that in
idealistic Pollyanna-ish way, I definitely think that we all
have the solutions to the problems that the world faces.

It’s just a matter of stepping into our role and doing that
with belief and conviction and the tools that we’ve got at our
disposal, to make a huge impact.

Jo: So you work a lot with small businesses, and I think I saw you
work with, is it doctors, as well, do you tend to work with doctors?

Marisa: Not necessarily just doctors, but my clientele are consultants,
they’re entrepreneurs and solopreneurs, they’re coaches, they’re people
who freelance, who make a living from their creativity and their
expertise.

Jo: So what led you to start the video “Super Hero Summit”?

Marisa: Absolutely. So, like most things in business, at first I was
thinking about how can I get more exposure? How can I build my credibility?
How can I form partnerships with some of the top people in the field?
How can I start to build my list? And because, you know, I’m a
brand strategist, I’m not just thinking about, well, what’s in
it for me?

I’m thinking about it in terms of what’s in it for my audience.
How can I create another brand that’s not just going to be
something that I create once, but something that I can do over
and over again that’s going to continue to grow my list,
continue to raise our credibility and continue to allow us to
have a bigger impact on the world.

One of the things that I came up with, me and my business
partner and my husband, Murray, is the idea of the Super Hero
Summits. So we thought, what’s missing from this whole
telesummit model?

What’s missing from this model of everybody doing like, twenty-some
hosts and you’ve got these crappy looking pages, where
everyone’s pixelated and blurry, and you know, people are just
doing interviews or pitching products. And we thought that there
were a number of things missing that we could do better and
bring to the field of summits.

We realized, you know, there’s not a lot of fun in these events.
They’re all around these kind vague topics oftentimes, like the
meaning of life or whatever. Busting through limiting beliefs
or just how to do marketing better. And they’re not really a
good experience to attend.

You might get some value, but sometimes after the 10th or the
15th person, you’re a little bit burnt out, if you can get that
far. So we really wanted to do an event differently.

By turning everybody into a super hero and really having a lot
of fun and creativity, telling the back-stories of our super
hero, their kryptonite, their super power, the villains they
face on a regular basis, and bringing that sense of play and fun
and adventure into the summit model and also, creating a brand
that people want to be a part of.

You know, one of the things that you were asking me, I think, is
how was I able to get such amazing presenters on our summit when
it’s the first time that we ever did it? I got on our very first
summit, you know, people like Don Crowler [SP], Jason Fladlien
[SP] and a lot of top experts in their field, and of course,
Andy Jenkins, who would have been really hard for us to
approach.

The way that I was able to do that was a few fold. And the first
thing is, how can we make this event seem so unique and different
and irresistible that people want to be a part of? It’s not the
generic, you know, paint by numbers, rubber stamp idea of a
telesummit. We’re really doing something different.

We’re also doing it in a way where we’re focusing on building up
brands, not a one off, where the quality of the work and the
quality of the experience is not very good, but we’re creating
something that people want to be a part of.

The other thing that I did is to inspire them to want to join,
is we kind of had the first time around and we created the
cartoon characters, the figures, the super heroes, for
presenters and we sent them an email and said, here’s your
super hero. And then we invited them to join.

Already, the caliber of the artwork kind of spoke to them. They
knew that they could come to this event and be turned into a
super hero and who doesn’t want to be turned into a super hero,
right? And then, of course, we just had our act together. We made
it so much easier. We were so much more organized than everybody
else out there.

So many of these events, I get approached by people all the time
and they’re kind a wreck, you know? They don’t have their ducks
in a row. Their event’s disorganized, once you even say yes, the
communication is bad.

But if we could do it in a way that made it just so much more
effective, super easy for everyone to say yes, then that’s the
model where people are going to return and want to be a part of
it, you know, year after year.

Jo: Okay. So essentially, what you would go out and do with
clients, where you help them with their businesses and their branding and
all that kind of stuff, you took everything that you were already doing with
other people and you then, put it into your own model of how you
could then improve your visibility, your credibility, build your
community, etc.

Marisa: Yeah, absolutely. Well, first I did that for my main core
business, Live Your Message. But also we started to do it for the different
marketing for each of our products and Super Hero Summits is,
essentially, a sub-brand that we’re launching, so our goal is to
do up to six events a year. So the first one was Video Super
Hero Summit, in May of this year.

We’re doing another one, Social Media Super Hero Summit, on
November 4-15. Then, you know, next year we’re launching Traffic
Super Hero Summit and Mobile Super Hero Summit and maybe, even
doing Video and Social Media again.

So the idea is that we’re creating this brand, we’re able to
kind of rinse and repeat and each time, raise the profile, raise
the visibility, have more buzz, have higher caliber presenters,
because we’ve created this experience that’s super successful
out of the gate, but is a different kind of model that people
want to be a part of.

The other thing that we’ve done is, instead of this being all
about a ‘let’s build for us’, we thought about, what can make
this a win-win for everybody involved? It’s not just about
giving people visibility in the stage to present from. People
want to sell their products.

But we also didn’t want to turn it into pitch fest, where
everybody is just selling and not giving a lot of value. So
we’re using the Google hangout technology to do 12 streaming
video presentations over 12 days, that are each presenting 12
cutting edge strategies for driving traffic leads and sales
using social media.

Each presenter is offering a product that’s $200 or less, so the
idea is that we’re kind of using an app sumo-model, where we’re
offering products that a lot of times are much more expensive,
$400, even $1,000 that they can get for a limited time for $200.

So they never feel like it’s out of their reach, but they get so
much value and then, the product is so reasonable and the
offers are so good, that they want to say yes.

That model, we’re not just doing a 50/50 split with the
presenters, where we get 50% affiliate commission and they get
50%, but we’re turning around and giving half of our
commissions, or 25% of the total product price, to the referring
partner.

So that way, not only are they getting 50% of the recording
pack, they’re actually getting 50% of the sales of the presenter
products, as well, because the reality is is most people don’t
rake it up in the recording pack. I think we made, you know, I
think we sold, first time around, 150, which times anywhere
between $100 and $200 that’s, you know, a decent amount of
change.

That’s still like between 15 and $30,000 in recording pack
sales. But that’s not enough to make the event truly profitable
and for everybody to walk home with money. So what we did is
with, again, long term thinking, not about how can I maximize
profits for myself, how can I maximize list building for myself,
but how can I make this so rewarding for presenters that they
want to come back over and over and over again?

So that’s one of the things that we’ve done that makes it a lot
more enticing for people, because not only can they sell their
own product, and our top presenters made multiple five figures
from their webinars, from their live streaming Google hangouts.

Not only can they sell their own products and get a piece of
the recording sale, but they also get a piece of sales from
other presenters that they refer. So what that does, it has more
of a spirit of cooperation. When each presenter does well,
everybody does well.

So it’s not just, I want my presentation to do super well, it’s,
I want the Summit as a whole to do well.

Jo: Win-win all around. Very clever. Marisa, you come across as an
extremely savvy, very focused, business person. So let’s dig a bit deeper
into you. What do you feel gives you the self-belief and the
tenacity, determination, to go forward and try these things?

Marisa: Well, first of all, I think I’m super connected to why I do
what I do. I really do, when I said at the beginning of this call, have a belief that
when each of us steps forward and does what we’re called to do,
and does it in a way where you’re using the best strategies and
the best tactic and all that the internet has to offer to get
your message out there, that we are going to solve the problems
of the world.

I used to work in non-profits, and I used to work in
governmental agencies or do work for governmental agencies,
which was a more top down approach of trying to change the world
by producing an amazing media project or trying to change the
world by implementing a policy.

What I realized is, it’s really hard to make change that way or
at least, hard to see the results of the change. By working
individually with business owners, I’m really able to see the
ripple effect of what I do.

That, for me, is so rewarding, personally, when I know that this
person has launched their business because of me. This person
has added a zero to their bottom line because of me. This person
has gone from working in a job, to quitting their job and having
a thriving business because of me. This person has launched
their product.

And if I was able to provide a little bit of inspiration, that’s
hugely, hugely rewarding and that also enables me to make more
of an impact than I could make on my own and so for me, it’s so
worth it and so validating to be able to see the results of my
actions and online, you can literally see how many people are
clicking, how many people are taking action.

You get that instantaneous feedback from all the different
metrics of what you do. And so, for me, that provides a lot of
juice and a lot of motivation to see, okay, this is working. Let
me do more of that. And, oh okay, this is working, too. Let me
do more of that. That’s not quite working, okay, I’m going to
let that one go or shift it and alter it a little bit.

So that’s one of the big things that have enabled me to really
move forward and I think the other thing that breeds confidence
is just taking action. You know, the more that I put out there
and the more of that positive feedback loop that I get, the more
confidence I get to continue to put more stuff out there.

I think what stops a lot of people is just not getting started.
Or not consistently following through and I find that if I just
keep going and put it out there, even when I’m tired or
exhausted or burnt out or frustrated or feeling ineffective or
having a moment of self-doubt, which happens, of course, and do
it anyway and see the impact and know that even if I don’t feel
like I’m fully on, other people aren’t perceiving me in the way
that I’m perceiving myself.

And once I put it out there and I see the response, I realize, I
was just in my head, creating problems that don’t exist and I’m
the only person standing in the way of my success.

And when I recognize that my message is so much bigger than my
fears, so much bigger than my doubts, so much bigger than the
obstacles and challenges that life throws my way and I just
recognize and focus on that ripple effect I’m having, rather
than on this, you know, crazy brewing stuff that’s going on
inside, you know, that angsty stuff that tried to keep me down,
and I just shift the focus. Shift the switch to that, it makes
my problems seem kind of small.

Jo: Well, I just have to very quickly highlight that moment,
because that was a little piece of gold there, I think. That whole shifting
your focus externally from what all the little demons that we have inside
us all the time. Those little self-doubt things that go eh-eh-eh-
eh and actually just shifting that focusing and saying, no, how
is what I’m doing right now helping other people, and that’s a
little bit of gold right there, thank you very much for that,
Marisa.

What advice would you perhaps give to those people who feel that
they can’t quite tap into their super power yet? They’re not
entirely sure what their unique quality is, what their message
is yet. What kind of advice have you got for those people on
trying to tap into that?

Marisa: Well, that’s a hard question to answer quickly, because I’ve
got so many different kind of trainings and processings around that. I
really think that, you know, it comes down to clarity on who you are and what
you want and to many people, it sounds really, really basic.

But what I teach is that if we go out there marketing and
building websites and producing products to really get super
clear, both about what you want in your life and your business
and also, who you are.

Because when you understand how that goal and that vision to
work towards, you’re not building a business that makes you
miserable or, you know, put on a new set of golden handcuffs
for you, but building a business that you can do for year after
year after year, around something that you genuinely care about
that supports the kind of life that you want to live. That can
be super magical.

But it takes some work, some strategic planning and some
processes to really get super clear on what makes you tick. What
you want and also what makes you different in the market, in a
way that’s relevant to your audience, not just something about,
okay, this is my work and this is why it’s important.

But be able to flip that and look at your audience and say,
they’re looking at they don’t have a lot of time, they’re
wrestling with Facebook and kids and mortgages and job. How can
I convey what I do with such clarity that people are interested?
I answer the question, so what? Why does this matter, why should
I care?

That’s the only way you’re going to cut through the noise.
Because if you’re able to have that level of clarity around what
you do and that takes practice and fine tuning to get right. To
really hone into the words, to crack the code on the words and
the images that you need to spark a response in other people.
And that’s, like I said, all about, go ahead?

Jo: No, no, please finish, sorry. I was interrupting you.

Marisa: Oh, no, no, not at all. So that takes a little bit-

Jo: I was just going to move in on the personal branding. Yeah.
Sorry, Marisa. Sorry. The little lag time means we talk over each other
sometimes. So, yeah, no, I was just going to hone in on what you
were saying there, because you’re moving into the realms a bit
there, aren’t you, of personal branding that copy the images,
how you express what you do with absolute clarity.

That comes down to that kind of branding. I mean, how important
is that to your business? The images and all of that kind of
stuff that you use when you’re online?

Marisa: Oh, it’s absolutely critical. You know, I’ve tripled my
business over the last years in a row. Basically, it’s only been two years since I
launched Live Your Message and the very first year that I
launched this brand, I went from making $58,000 a year in a job,
where I got a paycheck to making about 100, you know, I think
it was $176,000 a year.

And this year, we’re on track to do half a million. We came out
of nowhere and very, very quickly were reputable and
established. That’s because we’re putting out the signals that
not a lot of people bother to put out.

If you look at anything we produce, it just looks better and
sounds better than most people’s stuff. And I think when you
take that seriously, when you really take that kind of care in
your brand, when you really craft messages, that show how much
you care and what you care about and reveal your values, people
take notice. Because only the top gurus are really doing this.

So if you come out of the market and you’ve got that level of
clarity and you also invest a little bit in putting out signals
that show you’re for real, people respect that and they respond
to that.

When I got my core message right, when I shifted from my
previous business, [??] and Boldly to Live Your Message, it’s
like, interest and engagement just exploded overnight. The very
first event, I went out there with a brand new business card,
you know, and I started giving them out.

People would look at them, like, wow, you know, that looks so
awesome. And I love your name and I love your tagline and oh
my god and they’d turn around the card and I’ve got a little
call of action on the back to take the Does Your Website Suck?
quiz, they’d start laughing about that.

They’d be like, “Oh, I need to take that quiz.” And just getting
that engagement right and getting those signals right, makes a
difference between that blank stare where people just glaze over
when you say what you do and genuine interest that sparks
response, that sparks action, that sparks engagement, that has
people asking the money questions of, how do you do that?

Or, where can I sign up? Or, do you have a card? And it’s kind
of magical when you crack the code on that in your business and
not a lot of people do.

Jo: What about people who are just starting out? How do they start
to incorporate some of those branding messages, right at the beginning
of their business, where maybe they don’t have an awful lot to invest in
any kind of design or anything like that, and they’re really kind of running
their business on a tight, tight budget.

How can they begin to look professional and super clear right
from the outset?

Marisa: You know, you don’t have to invest a lot of money to really
look awesome and to convey that sort of clarity. You know, I always
teach people a framework that a lot of the top marketing and brands on the
planet know how to use and it’s called, the product reading
sequence.

And it’s primarily used in consumer packaged goods products,
which is products you find on the supermarket shelf and in
stores. But basically, you know, when you think about it, there
might be 50 kinds of laundry detergent, right? And maybe 20 of
them are there on the shelf.

What makes you pick one from the other? So, these huge brands
know there’s basically a process, the way that the brain works
and evaluated new opportunities and new products and new
information.

If you’re actually able to kind of tune in and get that process
right, where you give people the right information in the right
order, magic can happen. And the very first thing is about
getting noticed. You know, that’s what has your eyes drawn to
one product over the other.

And online, the vast majority of website visits last less than
17 seconds. Like, 80% of visits are less than 17 seconds. People
actually gauge you within three to seven seconds. So if you’re
not able to pass that three second test, people are gone and
they don’t come back.

So the very first step is about getting noticed. You can
leverage any of the visual aspects of your brands, from color,
to fonts, to graphics that show human faces and evoke emotion.
And the second characteristic is, it’s got to convey what you do
and why it matters. And it sounds super simple, but the vast
majority of sites, you go to and you have no idea what they’re
about, right? You really don’t know what they do.

And even after sometimes digging through multiple pages, you
still can’t tell what they do. So if you’re able to instantly
say within a few seconds, what you do and why it matters in a
way speaks to your ideal client, you’re going to get noticed
beyond someone else.

And also, the question is, what makes you different, which is
part of the why it matters component. Why would someone choose
to work with you over everybody else out there? And a lot of
that has to do with more than just your content.

So many people make the mistake of thinking it’s about what I
do, right? And the thing is, that there’s so much content out
there for free on Google, like, tons and tons and tons of
content.

So people choose to work with you or choose to follow you
based on what you bring to the content, which is some of where
your personal brand comes in. And I really believe in story-based
marketing.

Telling stories and revealing details about yourself that get
people more involved in your content, than if you were to just
lay the content on them. I mean, if you just gave them five
bullet points of what your website needs to do, they’re going to
be bored and they’re going to tune out.

And content alone doesn’t stick, information alone doesn’t
stick, unless you activate an involved emotion. And that’s what
story telling really, really does. So if you think about what
makes you different based on who you are, how you show up, the
impression and experience that you create for people, in some of
the more emotional markets that you naturally hit that can have
you stand out beyond just being like, “I’m a coach, I’m a life
coach,” you know.

“I’m going to help you break through your limiting beliefs, get
what you want out of life.” It’s like, “Okay, you and everybody
else out there. That’s why most life coaches make less than
$50,000 a year.” So when you tap into all of that, it’s super,
super powerful and almost tangible.

And people get that you know your stuff, but beyond that, that
you can really help them and that you’re the only person to help
them.

Jo: Well, I don’t know about any of the people watching this, but I
am learning so much. I’m going to be in contact with you after this,
Marisa, on your liveyourmessage.com website.

Okay. Tell us a little bit about the Social Media Super Hero
Summit coming up, because I know we’ve only got a few weeks to
go, haven’t we and that’s going to be live. So tell us a little
bit about what’s going on with that.

Marisa: Absolutely. So I brought together 12 of the top super heroes on
the planet when it comes to social media, and not just, you know,
yakking away at social media, but actually using the platform to drive
traffics leads and sales. And if you want to become a super hero
to your tribe, you know, you’ve got a chance to do this in just
12 days.

Because the people that we’re assembling are each going to show
one cutting edge strategy for getting results with social media
a day. So from November 4 through November 15, we’re going to be
giving 12 free live streaming trainings related to social media,
and you’re going to want to be a part of that.

We also have a contest that we’re doing where you have a chance
to win prizes, whether it’s free training, sometimes free
coaching, from these experts, as well. So if you want to know
what Don Crowther [SP] has to say, or Mia Davies has to say, or
Nick [??] has to say, they’re all going to be giving away some
goodies, as well.

So it’s really going to be fun, you can show up live, you can
interact with us, ask your questions and have a chance at
winning some of the prizes, too. So, this is kind of a social
media super hero social media summit that’s actually going to
give real value, not just a lot of fluff about, why is social
media important, you know?

We all know why social media is important. We all know we’ve got
to be there, right? Now you want to know the good stuff of how
you make it work for you, because so many people, when it comes
to social media, it’s like you can spend, it’s a black hole for
time.

And not a lot of people know how to do it in a way that actually
gets real results in your business, that actually builds your
mailing list, that not only grows your credibility and your
relationship with your audience, but translates into sales.

So we’re going to show you how to work LinkedIn, Pinterest,
Google Plus, how to use video, how to grow your list through
social media, how to build your celebrity with social media, how
to build your personal brand on social media, how to use
Facebook advertising, as well as organic Facebook, as well.

We’re going to show you how to be everywhere online and
leverage your content across multiple platforms. We’re also
going to show you inside of Twitter and how to use Twitter to
build amazing relationships.

We’re going to show you all of that in just 12 days and we’re
only going to do one presentation a day, so it’s never going to
be overwhelming. You also have instant access to replays, so if
you can’t make a particular presentation, you’ve got 48 hours to
catch up.

Or you can buy the Super Hero pack, which, by the way, is just
$97 before the Summit. After that, it goes up, so that way you
can get all of the presentations as soon as they’re released.

And that’s the deal, that’s what we’re going to do, that’s what
we’re going to make happen and I can tell you that what we’ve
got up our sleeves, it’s going to be awesome.

Jo: Well, I’m looking forward to it. And all the links for you to
be able to get more details and sign up and all that kind of stuff will
be below this video on the blog.

Marisa, just before we go, can you just tell us whether, I mean,
I’m blown away. This is been an amazing interview, thank you
very much for your time. I think you’re an extremely
inspirational person to speak to and I wonder if there’s been
something along the way in your life, in your business, a book
or a film or something that’s really inspired you?

Something that’s stuck in your mind that you think, gosh, that
was a turning point and that you could tell everybody about
and perhaps, they can get some inspiration from it, too.

Marisa: Well, in terms of turning points, a lot of them have been more
stories and things that have happened in my life, but if I were to choose
a book or a film, I wouldn’t say that it’s created my career today, but
just something that struck a chord with me, I would choose a
very little known documentary by the name of Touch the Sound.

And it follows this profoundly deaf Scottish percussionist named
Evelyn. I forgot her last name, it’s named Evelyn Glennie [SP].
Right? And so this is a woman who basically chose, you know, was
able to transform her disability of not being able to hear, into
an amazing feeling of sound and music that nobody else on the
planet has.

And I feel like when it comes to branding and when it comes to
business, it’s really about the sort of transmutation or the
alchemy that happens when you turn all of your life experiences
and the challenges that you’ve had into something that is
greater than the sum total of its part.

And we’ve all been, you know, no one’s walked in our shoes, no
one’s lived experiences that we’ve lived. And all of that, all
the challenges, all the fears, all the demons, add up to
something that makes you uniquely valuable to teach what you
teach in a way that nobody else can teach.

And so that particular documentary, by just showing this
profoundly deaf percussionist, just shows me, you know, it
reveals that we all have something inside of us and a lot of
times, it’s our shadow. A lot of times, it’s the challenges that
we’ve gone through that give us the motivation to move forward
but also, give us a way to teach what we do and connect with
people that nobody else has.

There’s no one more credible or capable of being you than you.
There’s nobody who can fill those shoes and so, I genuinely
believe that we’ve all got a message inside of ourselves and
the world is waiting for us to live our message. So, that would
be something that did make a mark on me.

Jo: Beautiful finish. Absolutely beautiful finish, Marisa, thank
you so much for your time today. I really appreciate it. Ladies
and gentlemen watching, all of the links to the upcoming, forthcoming,
Social Media Super Hero Summit will be below this video.

And also, links to find out a bit more about Marisa, if you’d
like to follow up with her over on Facebook or over on her
website.

And I’ll see you again very soon, for another episode of Mind,
Money, and Marketing. But for now, Marisa Murgatroyd, thank you
very much.

Marisa: Thank you.

[music]

So what do you think about that? Pretty awesome right! Now’s the time for you to take some ACTION! Please comment below and tell me 3 things;

1. What was your AHA moment in the interview?
2. What one piece of action are you now going to take because of what you heard on the interview?
3. When are you going to do it by?

Thanks for listening! See you next week! :)

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Mind, Money & Marketing Show – Episode #4 – Personal Branding & Connecting the World with Simon Jordan

This was an impassioned interview here with the lovely Simon Jordan. We started with some general business tips, delved into the world of personal branding – (Simons speciality) and then began discussing Simons latest project “One Planet One Place”

Wowee, watch the tone of the interview change! Clearly Simon is incredibly passionate about this fantastic project and I have to say I came away from the interview more inspired than ever to follow my dreams and make a difference in the world.

I just know this will inspire you too…

Get More of Simon

One PLanet One Place
Simon Jordan TV

Favourite Quote

“True success is knowing that someone else has breathed more easily because you have been there”

Download the PDF

mmmep4pdf

Read the Interview Here

Raw Transcript of the Interview

Jo: Waiting for the second ding. There it is. We are live. Hello ladies
and gentlemen. Jo Barnes here and welcome to The Mind, Marketing & Money
Show. Today we have fantastic special guest, Mr. Simon Jordan from The Simon
Jordan Marketing Show, amongst other things that Simon does. He’s got his
fingers in loads and loads of pies. Hi, Simon. How are you doing? Thank you
for joining us.

Simon: I’m very good. Thank you very much, yes. Good morning
everybody, good evening, tomorrow, whatever it is time of day
you’re watching this.

Jo: Get your fingers out of those pies and get ready to talk about your
business.

Simon: Indeed, yeah.

Jo: You’ve got your mug of coffee there, Simon.

Simon: Oh, yeah.

Jo: So I believe it’s first thing in the morning for you in sunny Wales?
What’s the weather like? Is it sunny in Wales today?

Simon: Yeah. Yeah, it’s okay. The sun is coming up through the clouds.
It’s beautiful actually. I’ve just been taking the dog for, I’m
a bit hot and bothered, just taking the dog for a walk around the
harbor. So yeah, very nice.

Jo: Excellent. Good. And you’ve got your mug of coffee and you’re ready
to blind us all with your amazing insights into marketing.

Simon: Yes, yeah.

Jo: Yeah, good.

Simon: Or not. No, I will do my best.

Jo: First of all, Simon, could you just spend a couple of minutes and
tell us a little about you? Who is Simon Jordan?

Simon: Who am I? Right. Well, I have been in marketing and advertising
for about 25 years, and I know I don’t look old enough. No,
stop. Honestly. I’ve worked with a lot of big corporates, worked
with the biggest and brightest stars on the planet I suppose,
and won awards for them, like Sky TV and ITV, [inaudible 01:37],
things like that. Then about five years ago, five, six years
ago, I thought, I don’t want to do this anymore. I don’t want to
work for someone else and make them wealthy. I want to be able
to do something which is my own baby, so I decided to leave
that.

My friends thought I was crazy, because I was actually running
another business at the time. I was consulting for Sky TV and I
ended up going bankrupt because two clients owed me a lot of
money, a lot of money. There am I, working in a very well paid
marketing consultancy job for Sky TV, part of FoxCore, or
NewsCore rather, and so I thought, nope. I’m going to take the
jump. So I did that.

One year into business, went to every networking event. If someone
opened an envelope, I would have been there. Then, the year after
that I thought, how can I build my brand? I’m all about building
other people’s brands. I need to build my own. So I created the
Simon Jordan brand and I started wearing the pin stripe suit and
everything else, the handkerchief in it. I don’t look like this
today. I’m a bit of a mess today.

And I launched SimonJordan.tv in the April of that year. I was,
Basically, doing a marketing video every week on a Thursday and
it was giving my hints and tips on about marketing and how you
can do this, social media, blah, blah, blah, all this kind of
stuff.

Within seven months, it had gone global. Yes, YouTube is global
anyway, but I had been booked to speak in San Diego. I was
speaking across the globe. I was picking up clients across the
States, across Europe, Paris, Germany, all across the UK. Came
from developing this brand.

I remember getting calls from people who were very high profile
saying, “Simon. I don’t know what you’re doing, but it’s
brilliant. So many people are talking about you.” It was
amazing, the power of this.

I was asked to come and speak at this huge event at a very posh hotel
in London about marketing and branding and there was me, seven
months ago pretty much unknown. That is the power of it. I can
develop this as part of my consultancy and I work with
practitioners, consultants and coaches to build their brands.
Sorry, we’re on the corner here and I’ve got windows. It’s quite
warm. Big trucks going past. I do apologize.

Jo: That’s okay.

Simon: That’s what happened. It just exploded. Now that’s what I do
with clients. I teach them how to build a global brand through
getting the message out, the right tone of voice, all this kind
of stuff. That is me. And wrote a book, which became an Amazon
best-seller, called, How to Sky Rocket Your Business: Without
Burning Your Fingers.

The reason for that is, that was a shameless plug, and it’s a small
book. Look, it’s very small. But it was really because a lot of
people come up to me saying, “Oh, I’ve spent thousands and
thousands on a website or I’ve done this,” and they weren’t
getting anywhere. I thought there is a better way.

For me, I’m all about simplifying, breaking down the complicated.
Marketing is not a dark art. I wanted to simplify it. So the 12
chapters I’ve put in there really, truly breaks down it all.
Social media, branding, whole communication, how to develop
right, really good copy that sells, how to get into the mind of
your target market, how to create solutions for your target
market. That’s what I’m all about really, breaking stuff down,
getting people out there, getting them seen, getting them
visible, getting them engaged with their audience.

I’ve actually just launched a thing very recently. It’s only just 10
days old and we’ve got 70-odd members already. It’s called the
Video Blogging Challenge on Facebook. It’s completely free. It’s
an open group. People are loving it. The idea behind that is
just to literally pick up your smartphone and start videoing
yourself and sharing it. So I set a challenge every day and
people are loving it.

The whole idea is, look, if you want more engagement, start doing
things like that. You don’t need…I mean, I’m sitting with,
well, I’m using the camera on the Mac and I’ve got two
professional lights here and all this mess. You don’t really
need that. If you want engagement with your personal brand, you
can use your smartphones. You really can. So yes. That’s part of
me, the answer to your question.

Jo: Well, I’m going to come to the other part in a second, but let’s just
stay on the marketing part for the minute as we’ve kind of gone
down that road first. Let’s talk about personal branding,
because a lot of the people watching this show right now are
people with small businesses, people that are essentially
solopreneurs who are trying to build their business online and
are wanting to build a brand and, of course, one of the keys to
that is engagement.

I know a lot of questions I get from people are, how do I increase
engagement? How do I actually get my personal branding message
out there? Why are people going to listen to me? What can I do
that’s different? Have you got any sort of gems of advice for
our viewers on personal…

Simon: How long have you got? How long have you got? Yeah, okay. Well,
the first rule of marketing is find a need in the marketplace,
create a product or service to fulfill that need and then, sell
it for profit. I always say, if you are passionate…Well,
there’s people who say, find what you’re passionate at and then
the money will come. Yes, that’s true. You do need passion. I’m
passionate about what I do and it does help. It will get you
out of bed in the morning. It will get you going to bed late.

But if you’re passionate about knitting elf socks, I don’t know why
elf socks, you’re not going to make any money, are you? Simple
as that, really. Unless you find a group or is it a bunch of
elves? Not with collective men.

Jo: Pot of elves?

Simon: But as part of knowing that need, you need to know what it
is…Excuse me. That was a truck [inaudible 07:12]. I’m going to
shut the window in a minute.

Jo: Okay, that’s fine.

Simon: Some would say it’s crazy. I know. It’s that the essence of
marketing is understanding what it is your target market need.
So you really need to step into the mind, what it is they
actually need. This is how you’re going to be engaging them, as
well. For instance, let’s just go back to the video blogging
challenge. Now, it’s completely free. I’m not making any money
out of it. I’m just sharing information. They’re joining this
group. I’m getting massive engagement on this. It’s phenomenal.

But I know that so many people over the years have struggled with
getting on video. They just think it’s too complicated. They
don’t know how to do it. So I just set up this challenge because
I know that that’s their issue. They want to do that, so I’ve
created a product or a service and they’re all doing it.

Now, over time, that might develop into something else where there
might be an income from it, but at this time there isn’t.
There’s a lot of engagement. I’m then, sharing my archives posts
from my old SimonJordan.tv with them, showing this is what you
can do.

Really, in answer to your question, you need to know what it is they
are looking for, what is their issue, what is their challenge.
I’ll give you an example. Years ago, I bust a disc in my spine. I
was hobbling around in great pain. At that time, I’m not
thinking, “Oh, I need a massage or I need acupuncture or I need
a chiropractor,” or whatever it is. I’m thinking, “I’ve got to
get rid of this pain.”

So, if someone who could help me with back pain, if they were to step
into my shoes, my main issue, so the need in the marketplace, is
I’ve got to get rid of this back pain. I need to solve it. I
need to be able to move more freely. I need to be able to pick
up my kids, take the dog for a walk, or whatever.

What everyone else is doing is just putting their logo. I went to
this client of mine and she had all these leaflets from these
other practitioners. There was a chiropractor, there was an
acupuncturist, there was a massage specialist, all this kind of
stuff, because they believe that that’s what’s going to create
the interest, the engagement. No, it’s not. Maybe I don’t know
what acupuncture is. Is that going to really engage with me? Is
that stepping into my need?

The one leaflet which was right at the end, which said, “Are you
suffering from back pain? Are you struggling to move around?”
Yes, that is what I’m thinking. That is my issue at this current
time. At the bottom of the leaflet it was Pilates. Now, if she’d
done what everyone else had done and put Pilates at the top, I
would never have seen it. But because she was engaging with me,
understood what my issues were, that made me pick it up.

I wasn’t looking for a massage specialist. I wasn’t looking for an
acupuncturist. I was, but I didn’t know if they could help me or
not. But she’s talking my language, back pain. I went to see her
every week for about three months. Never had any surgery.
Brilliant. The issue, if you want more engagement, what is it
that your target market need? That’s it in a round-about way,
but it’s better if you tell the story. That’s what works. That’s
what works.

Jo: Yeah, talking to your market in their language. In fact, it’s very
simple really, isn’t it? I think people over-complicate it a lot
of the time. They’ll over-complicate how to engage. They start
kind of having all these different ideas, when actually the key
is to get inside the mindset of your market and just talk to
them in their language.

Simon: Absolutely, absolutely. It’s really simple. It’s just, again,
find a need in the marketplace, create a product or service to
fulfill that need, and sell it for profit. Even I started
helping the Pilates woman with her Pilates, marketing that. I
would say to her, “Why do people come to Pilates?” I mean, she’d
got it with the back pain. She said, “Well, because they like to
come to Pilates.” I said, “No. If you were to draw a line, this
is their issue, that’s their solution, or rather Pilates, the
actual title, Pilates is in the middle.” It’s like a journey. You
need to keep digging.

If you say that’s your target market, why are they coming to Pilates?
Because they like Pilates. No, it’s not. Why are they there?
Well, they want to get fitter. Okay, keep digging. Keep going
down that line. Why do they want to get fitter? Because they
suffer from illness perhaps. They might suffer from back pain.
Okay, why do they want to stop suffering from back pain? This
sounds like a silly question, but you keep digging. Well,
because they want to run more. They want to make love with their
partner without pain. I don’t know. They’re [inaudible 11:42].
Okay, if you keep digging, you will find the end solution.

So come to Pilates for more virility, more spark in your life, to
feel younger, to feel fitter. That is the end result. But if you
say, “Come to Pilates,” it doesn’t make any sense. Come in and
feel more healthier, fitter, have more zest in life with
Pilates. That’s what’s going to grab them, you see. So that’s
it. You’ve got to turn it on its head really. You’ve got to keep
digging. Why do people really want to come to you?

Jo: Yeah, I like that. Keep digging. Keep digging into the mind of your
target market.

Simon: Absolutely. Yeah, yeah.

Jo: Let’s talk a little bit about influence, Simon, because after quite a
short period as you said, after just seven months you started
getting requests to speak all over the world and obviously,
you’ve grown a huge community. What do you think are the,
secrets is the wrong word. I never like the word secrets. But
what do you think are the keys, if you like, to building…

Simon: Ah, the secrets in my book.

Jo: The secret that the gurus never tell you on building influence and
building a big community.

Simon: Well, for me it’s about being real. Authenticity, some people
think has been overused, but it’s true. My brand is one of the
things I do with clients. It’s really important. If you’re going
to build a brand, you need to know what those brand values are.
Mine is being fun. I don’t work with stuff that’s going to drain
my energy. I want stuff that’s going to fire me up. So one of my
brand values is being fun. It is about being authentic.

Passion, as well. I’m professional. I mean the pictures you see of
me. I’m not wearing my suit today. This isn’t a plug for the
book, I promise you. I’ll cover the title. But you see I’m…

Jo: No, no, no. Don’t cover the title. I’ll put a link to the book
underneath this interview, so that’s absolutely fine.

Simon: Well, it was purely just as show. Look, there’s me leaning on
the front. It’s casual. It’s relaxed. I don’t wear a tie. I’m
still looking professional. So that is me. One of the issues,
and I will come round to your answer, it does make sense in the
end. What a lot of people tend to do, they don’t want to ask the
question of why do people buy from me?

If you are the face of the business and we’re talking to you now as
persons watching this, if you are the face of the business, you
think, “Right. I’m going to build this website. I’m going to put
this marketing together,” and you might see a website and you
think, “Great,” and it will make you out to look amazing and
fantastic, which I’m sure you are, but it might also make you
out to be someone completely different.

So your website could be like selling Audi cars, might be beautifully
executive and swish and all the rest of it, but when it actually
comes down to working with you, you’re completely different.

What you need to do is to look at, why do people buy from me? My
clients love working with me because I’m engaging. I listen to
what their issues are, but we have fun as well. It’s good.
Obviously, you’ve got to be good at what you’re doing.

Consequently, all my branding is me, but it gets across my
personality. That’s why video blogging is fantastic for, like,
people can really engage with you. They can see the real you. In
answer to your question, how did I build this big following
online? Well, because I’m me. I’ve looked at my brand values,
why people buy from me and I’ve stuck to it. I’ve built that
consistently. All the videos I do. It’s just me, because I’m not
going to pretend to be anything else. Yes, you can try to be a
bit more aspirational.

You know when they say, “Fake it until you make it?” Yes and no,
really. People will see that, particularly through video
blogging and certainly when they meet you. When people meet me
in person, when people meet me online or whatever, I am me. I am
family-orientated. I love full on. I am passionate about what I
do. I love helping people.

My mission is to help as many people as possible and it’s just being
authentic. That’s how it works. If you’re an idiot, if you want
to pretend the world is an idiot, then fine. I’m sure no one out
there watching is. But it’s just being real. Don’t try and bowl
your way around it and pretend and stuff like that, because
people see through it. They really will. Just be you.

Jo: I’m dying to burst into a Diana Ross song that starts with, “I am
me,” and I’m just dying to. Anyway.

Simon: Yes.

Jo: I won’t. I won’t, because I don’t want to scare everybody. Just
following on from that. What about people who really want to
build a brand and they really want to grow a business, but they
don’t want to be the center of it. They don’t want to be a huge
public figure. They don’t want to brand it in their name.

Simon: Yeah, fair enough.

Jo: What kind of advice do you have for them to begin to build
engagement?

Simon: Well again, what are your target market need? How do you want
to build the brand? Sometimes actually, you have more leeway. I’m
working with a big client at the moment and we’re branding
them. We’ve gone through all the brand values and there’s an
exercise. I won’t go into it now. There’s an exercise I do which
helps you build that. Brand values are the fundamentals. It’s
the foundation of any business, really, going forward.

So you build that and then you stick to it. Again, my business is
fun, approachable, professional. Those are just some of the
brand values, so everything I do has to come from those. I look
at the website, the book covers, the leaflets, whatever, the
emails. It has to come from those brand values. It’s the same
sort of process. You’re just detaching yourself from it, but you
have to know what they are.

If you go into my blog, which is simonjordanblog.com, I’ve written so
much about branding, it’s crazy. So there’s loads of stuff on
there. Even on the TV channel, simonjordan.tv. Go into that. I
do talk about how you build your brand values on one of the
blogs or videos. So do that. Then, know what your target market
need.

Another thing. Say you’re selling cheap pens. That’s a, I don’t know,
$1 pen, and if I’m selling that like it was a Montblanc pen,
it’s inconsistent, it’s incongruent. Also, the people who are
going to want to buy these, they are going to be looking for
something that’s cheap. I want a cheap throw away pen. So make
sure your marketing reflects your product, reflects also what
people are looking for.

If you are selling a cheap disposable service, product, whatever it
is and yet, you’re branding it, your marketing it, the whole
personality, it is like a Rolls-Royce, that’s going to put some
people off. They’re probably going to think, “I can’t afford
it,” or “What’s the catch?” or whatever. So make it consistent.

Once you’ve got those brand values, maybe you are selling Rolls-Royce
or your Montblanc pens or whatever, well then, you’ve got to
reflect that. The whole thing has to reflect your product. Also,
when people who have that kind of budget, that kind of money,
they’re going to feel, “Yeah, this is the kind of product for
me. I like that.” Look at car websites. Look at the Ford
website. Look at the Audi website. Look at the Bentley website.
Look at how they do theirs. It reflects the target market and it
reflects the product as well. Really important.

Jo: I just want to stay on this kind of public figure bit for a moment,
just because I get so many questions about this. Whenever I talk
about branding with people, certainly personal branding, I
always talk about trust. I believe that, you’re talking about
brand values, it’s exactly the same.

People will recognize and come to know your brand when you begin to
meet their expectations and they can trust that you’re going to
do what you say that you’re going to do and you’re going to
deliver what you say you’re going to deliver and you deliver
what your brand says you’re going to deliver. Okay?

Simon: Yeah, absolutely.

Jo: I find that certainly, because I am a personal public figure brand,
that I find it very easy to create repoire and get engagement and
all that kind of stuff because I’m really comfortable getting in
front of the video, etc. With your video blogging challenge,
this is exactly one of those things, isn’t it? The more people
will get in front of videos, the more repoire and engagement
they’ll create.

But what about people who just really, they don’t want to be a public
figure, they do want to have this brand name, yes, they’re going
to have their brand values, yes, they’re going to try and build
on this, but how do they create rapport if they don’t want to
get in front of the video camera and they don’t want to show
themselves, if you like, as the face of the business?

Simon: Yes. It is an issue, because obviously now, I just work with
single business owners really. I’m now working on some bigger
projects which there are huge budgets, I mean millions. You’ve
got to have a lot of cash. To be honest, you need a lot of time
or a lot of cash. Whereas, if it’s the face to face, the human to
human element, it’s a lot easier. You can really speed it up.
The power of social media is fantastic. It really is, as you
know, because you’re all over it.

If you wanted to separate yourself from that, well how can you do
that? Again, you need to know your target market. Can you create
competitions? Can you create something which is a bit of
guerrilla marketing? Get people talking about it. If you’re an
accountant and you have an accountancy practice and you want to
build engagement and with an accountancy practice, the brand
values are normally going to be as professional quality.

It’s not I imagine going to be fun. It might be. Hey, why not? If you
are an accountant watching this, why not throw that into the
mix? Be a bit of fun. It’s going to take some time. Whereas,
personal engagement can happen very, very quickly. You can put a
video out there. It can go viral.

But maybe you can create a video that shows your business. Do
something that’s different. I always talk about being different.
Being different and being the difference, as well. How can your
business, your staff, the message, whatever, how can it be
different? If you do what everyone else does, you’ll get what
everyone else gets.

Working with a business that doesn’t have a personality behind it or
rather in front of it, yes, can take a bit longer, because
people these days…Go to the days when you just put a website
and a nice retouch photo from 20 years ago, a beautiful copy,
doesn’t always engage as well. Video is so powerful.

But if you are a business and you don’t want to have people on there,
you don’t want to show your face, whatever, you need to think
about something different. It’s a bigger conversation, but you
need to come, what are the brand values, what is the target
market, what are they looking for, what are their issues, how
can I fulfill that need, how can I create an interest in what
I’m doing?

Yeah, it takes a little bit longer, because I could quickly do a
video now, stick it up on Facebook and people are going to be
commenting. I can ask the questions. Whereas, a business without
a face, it’s a little bit harder. So maybe you create
engagement. You maybe, create an event. Get people onto it. A
competition or something like that. Maybe a bit of guerrilla
marketing. It’s a bigger thing.

Jo: I think there’s a real human element now, isn’t there, in marketing?

Simon: Absolutely.

Jo: It’s just changed over the last 10, 20 years.

Simon: Yeah, yeah.

Jo: What used to be a static world, you could put up a webpage and tell
people about your business and they could go there and all the
rest of it. Now it’s just so much more dynamic. People are
looking for interaction. They’re looking for people to speak to
and they are looking for a personality. So even if you don’t
want to be the public face of your business, you’ve got to give
your business a personality, however you portray that. These days,
as well, there’s tools that allow you to do that. Videos, for
instance, there’s a video scribe tool with the hand on the board
and there’s animation video tools, isn’t there?

Simon: Absolutely.

Jo: There’s all sorts of things that can help you add a personality to
your business without you actually, necessarily having to get out
in the fray. But I think really the message here, guys, from
Simon and myself actually is that, if you can fight your fears,
move beyond fear and get in front of that video camera.

Simon: I tell you, I worked with a guy, he’s a computer guy who ran a
computer fixing company. Just him and his wife had a shed in the
backyard. Went through the brand values of him and he wanted,
said, “Right. I really want to grow this.” I said, “Steve, it’s
really good if you become the personality of it, as well.” So we
developed these brand values. We had an A4 sheet on the wall
with brand value. Literally, he would get up to go to see a
client and he would almost don his Superman coat and go, “Right.
I need to be this now.” He was donning an aspirational model.

He went out there and in six months he took on five new staff. He
moved from the shed, got an office. That’s the power of when you
really embody and you really start to engage. It’s not for
everyone. He was quite a timid guy. It isn’t for everyone. I
wouldn’t push it. I will say, when you develop your brand
values, sleep on it. Stick it on the wall. Come back the next
morning. You’ve really got to feel it in here, because it’s your
baby. It’s your business. You’ve got to really be able to take
it on.

As you said, yeah, if you don’t want to be the face, then there are
cartoons. There are always these new scribing videos which are
out at the moment which are great. But look at what everyone
else is doing and sometimes, don’t do it. Do something different
which is you, which is the business. Do something that’s
slightly different. So yeah, that’s what my advice is.

Jo: And you can also put a great deal of personality into copy, into
writing.

Simon: Absolutely.

Jo: If you’re not a video person, you can write really, really vibrant
articles and all that kind of stuff which you’re going to
connect with people, as well. So, there’s ways and means.

Simon: Definitely.

Jo: Anyway, that’s brilliant. Thank you very much, Simon, for that
fantastic [inaudible 25:17] advice there.

Simon: My pleasure.

Jo: I would like to go back to what you said about being passionate and
talk to you about One Planet, One Place. Tell us about One
Planet, One Place, because I’m guessing that’s come from
passion, hasn’t it?

Simon: Oh, wow. Yes. If I’m brave to tell you, I set up
simonjordan.tv, which I just told you about. I then set up Simon
Jordan radio shows. It had my name all over it. It was crazy. It
was like an ego trip almost. But I was interviewing people and
I’ve interviewed you for stuff as well, and it was really to
find these experts and to pick their brains and it was just
fascinating.

But what I was finding, it wasn’t about the now story. It was about
the back story. It was about how did they get there, what was
their decisions, all this kind of stuff , the build up. I then
realized that some of the stories I was hearing were just
humbling and beautiful. They just really, you know, a lump in my
throat, whatever.

In, I think it was April again, it’s April when I start these
ventures off, I wanted to create something, so I found this
beautiful image. I create all the motto based images and stick
them on Facebook and this kind of stuff. I’m a photographer, as
well. I found this image. It was a black person’s hands holding
the globe, so it looked like that really. I don’t think you can
see it. The line that came to mind was, “Don’t think of the
world as separated by countries. Think of the world as separated
by ignorance. One planet; one place. We’re all on the same rock.
We all spin in the same direction.”

I got talking to, I’m the founding member in Europe for this thing
Called, The Evolution in Business Council, where we’re sort of
thought [inaudible 26:52] from around the globe, 150 of us, and
I was speaking to the founder of it and she says, “That’s a
really lovely name.” Hence, that’s came from the show.

So I was interviewing people with amazing stories, inspiring stories.
People have been hostages. This kind of stuff. I mean,
incredible. It just expanded. Within one month I had over 22.5
thousand visits to the site literally from hitting publish.
Within two months I was on page one, number one of Google over
1.3 billion websites, above the BBC’s One Planet. It was like,
wow, incredible. In nine months, was it eight to nine months,
I’d done 192 shows.

Jo: Wow.

Simon: A daily show, five days a week. I mean, ridiculous. Going
crazy. I had this thing called the Kitchen Table Talk, which is
a live talk, a bit like a Google Hangout, but we had five
experts come on and we’d talk about one topic for one hour. Live
people join in, ask questions. Amazing. I’ve just done a One
Planet, One Place live event. Two friends from Miami, they came
[no audio 27:50] down the show, because I thought, “Right. Yes,
it’s working. I want to really, really get it working properly
now.” It’s at the moment at a holding page. When you get to see
this video, we’re relaunching it in October, this month.

But main thing is, we’ve now launched a thing called One Planet, One
Plate, which is recipes from around the world, family recipes.
It could be Uncle Gupter’s beautiful curry, whatever. But the
idea is the share recipes, because what happens over food?
Conversation. People get together over food. The mission is to
bring people back from the TVs, from playing with their iPhones
and whatnot, getting back to the table. There will be a book.
There’s going to be editors, lots of contributors. That’s One
Planet, One Plate.

We’ve then got One Planet, One Place Health. My partner is a doctor
in sports, and we’ve got another guy who is an extreme marathon
runner. Just crazy guy doing stuff. He’ll be contributing editor
to it, as well. We’ve got One Planet, One Place Community, which
will be a huge online community. The new start line is, if you
want to see a difference in the world, we will help you be that
difference. All we need is to start with one person and for them
to send that ripple out.

It’s already got great acclaim. It’s been fantastic. It’s been really
successful. I thought with any business you can hit a plateau.
For me, it had hit that plateau. Everyone thought it was going.
It was incredibly successful, getting lots of views, people
engaging on it, but for me, I wanted something bigger. This, for
me, is my legacies. Coming from here, it really is. This is me.
I’ve been moved, touched by so many people I’ve interviewed, so
this is my passion. I want to be able to give back.

We’ve got One Planet, One Place Families. A friend of mine is a
professional storyteller. I mean, I’ve got two kids. I’ve got
three step-kids. Family isn’t just something for me. It’s
everything. That’s what I wanted to share. I wanted people to
come together over food. We’re going to be talking about organic
stuff,as well. We’ve got One Planet, One Place: Green, which is
about recycling for the planet ,as well. It’s huge. I actually
started to put a book together last year. I interviewed 10
people with over 12 questions. Or was it 12 people and 10
questions? I can’t remember. About their stories, so that will
be getting published as well. It’s huge.

I’ve just had a proposal from someone. I met this guy, a very, very
successful businessman. He wants to back it. He said to me,
“Simon, what will it cost to run this properly?” Okay, so I’m
now in talks.

Jo: The goal of it, Simon, is to make a difference, to give out a
message, to bring people together? What’s the overall sort of
goal of it?

Simon: To start making a huge difference. I mean, with the One Plant,
One Planet, which I love food. If I wasn’t doing what I’m doing,
I’d be a chef. I love it. I talked about opening a private
restaurant. I own a farm, as well, where I live. The main this is,
yes, it’s about bringing engagement, starting making a
difference. Same with Peace One Day. I was chatting with Jeremy
Gilley, who runs Peace One Day. That’s been a global thing.
People actually down tools on the 21st of September of the year,
and stop. The world stops for one day.

With this, it’s about permeating the media as well. I don’t watch the
news. I don’t read the newspaper, because I don’t like all that
bad news. This is where people can come to. They can find out
how to be more motivated, how to be inspired, how to make
difference within their family, within their community by
listening to the stories, by joining in the chats, by joining in
the engagement or sharing the images we create. There will be
an art side of it as well. I’m an artist. I’ve done exhibitions
with my photography, this kind of stuff.

By sharing stories, adding to those stories, by adding stories around
the meal time. There will be books from there, as well. It will
be a huge global online community. I want to do One Planet, One
Place festivals, where it’s global love, all this kind of stuff.
There are so many possibilities from here. It’s phenomenal. It’s
too big for this little head of mine, too big for me. It will
be…

Jo: I love it. Look at your passion, your energy. It’s coming flying out
of the screen at me.

Simon: I love it. I can get emotional talking about it, because it’s
just…Yes, I love marketing. I’ve done it for 25 years. I love
it. I’m lucky that I have that knowledge. I’m a trained designer,
as well. I’m a photographer, a film maker, whatever, and I can
bring all those now to really make a difference. For me, it’s
about starting small. Yes, it’s a massive project, but if I
can…Someone once said true success…Sorry, I’m waiting for
the truck to pass. I should try to close the windows. I do
apologize. True success is knowing that someone else has
breathed more easily because you’ve been there. I want that
‘you’ to be One Planet, One Place.

Jo: Oh, that’s lovely.

Simon: I love that.

Jo: That’s my favorite. That will be the quote that will be highlighted
on the blog. I like that one.

Simon: I’ll say that again. True success is knowing that someone else
has breathed more easily because you have been there. As I said,
I want that ‘you’ to be One Planet, One Place.

Jo: Simon, I would love it if you would share. I mean, just telling us
all about that is pretty inspirational anyway. I’m like, ah,
that’s fantastic. I look forward to watching the growth of that
over the next few years. It sounds really exciting.

Simon: It’s incredible. It really is. It’s huge. Now, and this is
another thing, if you’re being able to have just seen this now,
you’re watching Jo and you’re watching her other stuff more, I
mean, follow Jo. I’ve been watching what you’ve been doing over
the years. I love what you’re doing. It’s brilliant. I love you.
It’s fantastic.

Jo: Thank you.

Simon: But you’re here for a difference. If you can find that passion,
it’s amazing, when you really find something. Sometimes, it’s
difficult to find. Sometimes, don’t push it. It will just happen.
It is beautiful. But, if you’re here and you think I’m watching,
you’re also wanting to learn from this, but really keep watching
these shows and find something. Keep watching movies, reading
those books, whatever it is, to be inspired so that you can make
a difference in, however it is, your family, your community, your
business, whatever. We can all do something.

Jo: That is so true. I honestly do believe that each and every single one
of us is here to do something. We’re here to make a message or
make a difference in somebody’s life or do something. So don’t
hide under a bushel, guys.

Simon: Yes.

Jo: Don’t hide under a bushel. If you’ve got a message to give or a
talent to share, then get out there and share it, because the
world is waiting for you.

Simon: Absolutely, absolutely. Yeah.

Jo: Simon, before we do go today, I’m just wondering if you have a book
or a film or a person or something that, through your life has
inspired you so much that whenever anybody asks you, it’s
something that you tend to recommend that people either read,
watch, follow, look at, anything like that.

Simon: To be honest, the person who’s really inspired me was my dad,
my late, great dad. He said, “Simon.” Simon, I don’t think he
ever called me Simon, but he said, “If you’re not worried about
the [queue dos], anything is possible.” If you go at anything
ego-related, if you think, “I’m going to do this because I want
to be famous,” Okay, go ahead and do it, but I remember reading
once the highest searched for person on Google is Kim
Kardashian and what people are searching for is, “Who is Kim
Kardashian?” Yes, there’s all that wealth, but be…I love the
line, if I can remember it correctly, “Don’t think of your
resting place in the earth. Think of your resting place in the
hearts of men.” So I’m very religious now, sitting on my pony.

Jo just said we’re all here to make a difference and my dad made a
huge difference to me in life. I just love that line. I’ll never
ever forget it. “If you’re not worried about the queue dos,
anything is possible.” I don’t go at anything. That’s why I
created One Planet, One Place. We’ve just re-branded and taken
my face off of it. I didn’t want my name all over it. Yes, I’m
the founder and the host and blah, blah, blah, and I’m up on
stage doing the hosting of the live vents, but it’s not about
me. It’s about sharing the knowledge. All I see is, I just absorb
knowledge from something else and pass it on. I’m just a
conduit. That’s all it is.

I think if you go at anything with an ego, it’s not going to work,
because ego is from the head. When you work from the heart, and
as a friend of mine, Daniel Gutierrez from LA, says the longest
journey is from your head to your heart. If you go at stuff from
your heart, that’s the way forward. So the quote and the man who
inspired me is, yeah, is my father.

Jo: You’re such a passionate guy.

Simon: Yeah. Yeah, thank you.

Jo: It’s fantastic. No, it’s been a wonderful interview. I really am
inspired by your energy and your passion for what you want to
achieve in life. I think that’s fantastic, and I think people
watching will be inspired as well. It’s been wonderful to talk
to you about that.

Simon: Oh, well thank you, Jo. Thank you for giving me the opportunity
to be on the show. It’s a privilege. I was downstairs making
coffee, and then I was like, “Oh, I’ve got to be at breakfast,”
just come out from the dogs, went, “Oh, yes,” the alarm went
off, online with Jo, oh, here we go, run upstairs. So I do
apologize, I look a bit disheveled, and [inaudible 37:27] on the
floor.

Jo: No, not at all. Not at all. We want to see you. We want to see you.
That’s the most important thing for me.

Simon: Oh, thank you.

Jo: Myself and my viewers, we don’t want anything else than to see the
real you. Where can we find out a bit more about you, Simon? I
take it there’s a Facebook page for One Planet, One Place, isn’t
there?

Simon: Yeah, and it’s O-N-E.

Jo: And you’ve got a Facebook page for Simon Jordan, as well? Sorry, go
on.

Simon: Yeah. In fact, the Facebook page is, well, it’s actually if you
do it as my personal page, it’s facebook.com/thesimonjordan.
It’s oneplanetoneplace as well, and it’s O-N-E, not the number
1. But the website as well, again, we’ve put a holding page up
because we just completely rebranded it, but it’s
oneplanetoneplace.com. It’s all on there if you want to contact
me. There’s the main site. There’s simonjordanblog.com,
simonjordan.tv, or there’s just simonjordan.com. It’s J-O-R-D-A-
N, as in the place in Middle East, Jordan. Yeah, it’s all on
there. The links are there.

But yeah, come and connect. Come and hang out. Go and check out on
Facebook, the video blogging challenge. Just search for “video
blogging challenge.” See all the members on there, the videos we
share. I haven’t done today’s challenge yet, so I’ve got to put
that down. Just come and engage and that’s what it’s all about;
sharing ideas. We’re here on the planet. We’re all sharing our
[ideas], sharing love. I’m getting all hippy now, but it’s what
it’s about.

Jo: No, I highly recommend, actually. I highly recommend checking out the
YouTube tab on the Facebook page for One Planet, One Place,
because there’s some really inspiring interviews on there. I
watched one myself, with a lady talking all about embracing love
and she had me hooked for about half an hour. I was, like,
absolutely hooked on everything she was saying.

Simon: Brilliant, brilliant.

Jo: So the YouTube tab on the Facebook page for One Planet, One Place is
definitely a good place to go if you’re looking for a bit of
inspiration.

Simon: Brilliant. Thank you.

Jo: All right. We’ll leave it there. Simon, thank you so much for giving
us your time this morning.

Simon: Bless you. Thank you.

Jo: It’s been absolutely fantastic to talk to you.

Simon: Thank you.

Jo: And good luck. Good luck with everything you’re doing. It all sounds
amazing.

Simon: Well, and what you’re doing as well, you are making a
difference, so that is just beautiful. Thank you for what you’re
doing, Jo. I really mean that. You’re over there in Thailand and
you are making your difference. We can do it anywhere. We don’t
have to go, “Right. I need a huge business. I need da, da, da.”
No, you can do it anywhere. I’m sitting in an office in the
center of Pwllheli in Wales, 20 minutes from the farm. We can all
do something. We really can. You are doing, you set these up,
you have the testicular fortitude to go out to do this. We can
all do it.

Jo: Testicular fortitude, I love that. Brilliant.

Simon: Brilliant.

Jo: All right.

Simon: Thank you so much.

Jo: Thank you, Simon. Ladies and gentlemen, that’s it for another episode
of Mind, Money & Marketing and we sure did some marketing and
some mind stuff today, didn’t we? It was awesome. Thank you for
joining us and we look forward to seeing you again next week.
Take care. Bye, bye.

Simon: Take care. Bye.

So what do you think about that? Pretty awesome right! Now’s the time for you to take some ACTION! Please comment below and tell me 3 things;

1. What was your AHA moment in the interview?
2. What one piece of action are you now going to take because of what you heard on the interview?
3. When are you going to do it by?

Thanks for listening! See you next week! :)

Mind, Money & Marketing Show – Episode #3 – The Future of Facebook with Nathan Latka

I have to say this interview blew me away! Nathan is simply a mine of interesting and knowledgeable information. What he doesn’t know about his business, his market and facebook isn’t worth knowing!

In this revealing interview Nathan talks about how to use timeline contests to increase engagement and fans on your facebook page, the future of facebook tabs, how facebook works with mobile and gives some amazing advice on how to get your business page off the ground even if you only have a few fans right now!

Inspirational isn’t a big enough word for this very talented and forward thinking entrepreneur. It was a pleasure to interview him and if you want to truly understand how to market your business on facebook, you will find the next 35 minutes very enlightening!

Get More of Nathan

Access the FREE Timeline Content Creator Here
Get Your Heyo 7 Day Trial Here
Find Heyo on Facebook Here

Favourite Quote

“Losers Spend Time Planning Perfect Action While Winners Spend Time Taking Imperfect Action”

Download the PDF

mmmep3pdf

Read the Interview Here

Raw Transcript of the Interview

Jo: Welcome to Mind, Money & Marketing with me, Jo Barnes, I am very, very
excited to introduce you to this week’s guest. He is an absolute
superstar. I’ve known him for a couple of years now and watched
his company go from strength to strength. Thank you very much
for joining us.

Hello, Nathan Latka, from Heyo.

Nathan: Hey, guys. How are you? It’s good to be with you today. Jo,
thanks so much for having me.

Jo: Thank you for appearing on the show. I know you are in – where
actually are you based? I know it’s 9:00 where you are. Where
are you based?

Nathan: We’re based on the East coast here in Virginia, actually, in
the United States.

Jo: In Virginia, okay. So it’s 9:00 in the evening where you are, it’s
8:00 in the morning where I am. That’s the joy of technology. I
absolutely love it.

But Nathan, I’m very excited to talk to you because your company
has just exploded in the last couple of years. When I first met
you, you were Lujure, yes? You had a company called Lujure, and
then in the last, I think it was about a year ago – you can tell
us the exact dates – you changed to Heyo.com, and I’ve seen you
everywhere. I’ve seen your emails and I see your ads and posts
on Facebook and it’s absolutely fantastic.

So, if you could just give us a little bit of background about
you and your company and what’s happening with Heyo right now.

Nathan: Sure. So the company started, Jo, about two years ago. It was a
really exciting time. For me, I was still young. I was about 21
at the time here at Virginia Tech, studying architecture and
business finance, and we saw a big opportunity to help all the
folks like your viewers create Facebook landing pages or
applications, because this was really difficult to do. You had
to know how to code. You had to have a lot of time or you had to
work with designer freelancers and we made it really, really
easy.

So what I did is, we started growing a team. It was called
Lujure and we had a lot of people really loving the platform.
So we were really fortunate. It got to the point where we were
getting so much word of mouth marketing and we were looking at
our backend and no one could spell Lujure properly. So they
would love the brand and they’d say, Lujure, Lujure, but they
wouldn’t remember it the day after, to then search us and find us
and use the product.

So we had a really great opportunity. We raised money from
extremely intelligent people here in the United States that have
helped us continue to grow and one of the things that we did is,
we made a decision to rebrand as Heyo. And we have a rule.
Whenever we say Heyo here in the office, you have to say it with
some oomph. You kind of have to go, Heyo!, with a little fist
pump. That’s how we do it now.

Jo: That’s absolutely fantastic. I love that!

Nathan: And you know, we are tough workers. I mean, Facebook changes
all the time and I’ll show you guys, you know, it’s 9:00 here,
so up here, we’ve got a bunch of folks from our team and back
here, we’ve got a bunch of the development team that’s actually
still here working on the latest release, along with our kitchen
here. You know, we just have a lot of fun.

Jo: So, when we first met, gosh, it was probably early days of Lujure,
when you and I first had conversation and I had developed, if
you remember rightly, I developed my own little piece of
software for people to be able to create the Facebook landing
tabs. And just from my own personal experience, I have found it
really tough, the whole [indiscernible 03:43], and I don’t want
to go near software ever again, as long as I’m alive. Anybody
else can do the software, I’ll just recommend it to people.

How have you found that? Obviously, you are a software as a
service company, essentially, and you have to find very good
developers and very good programmers and coders. How have you
found that, actually building software and marketing software
over the years?

Nathan: Well, let me just start by saying, Jo, I think you are way
smarter than me when it comes to teaching online and doing
programs like this that you’re doing. Your audience is so lucky.
You’re streaming this content to them all the time, so I think
you’re crushing it in doing what you’re doing. The software
space is difficult, but boy, oh boy, it is exciting, because you
can touch and impact so many people, so quickly.

One thing that I love to focus on that we measure internally is
called LTV, which is lifetime value of customers. This is a
range of things both qualitative and quantitative. Quantitative
might be ARPU, or average revenue per user or mitigating churn.
On the qualitative side, it’s things like net promoter score, so
we’ll ask our clients on a scale of 0 to 10, 10 being most
likely, how likely are you to recommend us to two of your
closest friends?

So it’s really cool. You start building these relationships, as
opposed to these one-time launches that you do every now and
then and then, you have to do it over and over during the year
to continue building that revenue stream. So we have really
impacted a lot of people. People in over 150 countries use us.
There’s a lot of business all over, ranging from young kids that
have launched arm band businesses with us, all the way up to
Fortune 500 brands that use us, and we’re growing like a weed
here in Blacksburg, Virginia, having the time of our lives.

Jo: And I’m guessing you have to stay really on top of all the changes. I
mean constantly, Facebook and the social networks are constantly
making changes. They’re changing their APIs and everything else
that I don’t know the acronyms for and I’m guessing that you as
a company have to be almost a step ahead of where they’re going
with the changes all the time?

Nathan: Yeah, look, whenever Facebook makes changes, we like to do our
best to put our best foot forward as quickly as possible and
deliver the most value to the market. We actually see during
those times of change, that’s when we have the most customers
leaving other providers and joining us. What typically happens
is that these other providers- they’re stagnant, they’re stale,
they don’t change and the other providers, all of a sudden start
seeing their user bases churn and they start freaking out and
many times, Jo, they’ll actually go out of business because it’s
very difficult.

So we’ve been fortunate. We found a niche. We act quick. I know
that you’re actually going to ask some questions, I think, that
will get into some details of even how this exact thing went out
with timeline contest updates. So it’s about being agile, quick
and delivering value to your customer base.

Jo: Actually, I’m going to launch into some questions now about tabs in
mobile and contests and stuff, but before I do, I must just say
that that’s something I’ve really noticed about you and your
company over the last couple of years. Whenever anything has
changed, you have been absolutely on it. I remember when you
launched the new – being able to change the tabs and amend the
tabs in Facebook when the new timeline came out, and the fact
that people could, you know, amend straight from there. With the
timeline contest ,as well, I saw that you came straight out with
your software being able to do stuff with the actual timeline
contests on the timeline itself and all that kind of stuff. So
very, very impressive company.

Nathan: Well, thank you, Jo, and I have to tell you, there are so many
people that come to me and say, you might be the quickest moving
Facebook app company ever, because they’ve seen a lot, they’re
really smart marketers and that’s something that we really
pride ourselves in-customer care, being agile, delivering as
much value as we can as quickly as possible.

Jo: So let’s talk about your apps, because I know that’s what a lot of
viewers are going to be very interested in. The people watching
this are active users of Facebook. They have Facebook business
pages. They really want to increase engagement. They really want
to increase their followers and fans on their Facebook pages and
be able to provide great service and great value.

So can you tell us a little bit about how they can best go about
using tabs on Facebook? Because obviously, since all the tab
changes and timeline changes, it’s almost been a bit, you know,
are tabs as useful as they used to be? Should people still be
using them? You know, what are your views on the best way that
small business owners can be using tabs on Facebook?

Nathan: Fantastic question and I will tell you this. There are many,
many CEOs of other companies that are trying to keep up with
Heyo, who will tell you that you need tabs no matter what. You
need tabs because they’re scared, they don’t know how to change
and adapt. I’m going to tell you right now, I believe that
timeline contests and engagement in the feed is very much the
future of what small businesses and where small businesses are
going to be able to get the best return when it comes to
Facebook.

And what I will tell you is that once you’re using timeline
contests effectively to drive up the affinity score with your
fans, then it’s a great opportunity to build in a more robust
back end through applications to do things like, capture email,
drive sales, enter it with a CRM, run contest promotions and
deals actually in those applications where there’s more real
estate.

So there’s definitely a duality of how they’ll work together,
but I think this is fantastic for small businesses. You know, it
was exciting for us, Jo, when this came out because it meant
that Facebook and Heyo and our mission is now very much delined.

I bet you remember this. Facebook would let large brands get
away with kind of breaking the terms of service rules in running
contests and feeds if you had a minimum spend of, say, $10k a
month on them. Do you remember this? And what’s happened now is
they’ve finally done away with all the shenanigans. They’ve
flattened and leveled the playing field and said any brand,
whether you’re the pizza entrepreneur listening right now or
you’re the stay-at-home mom trying to build a recurring revenue
business or you’re the seasoned executive working inside a
marketing firm at a large company, the playing field was
leveled.

So that’s really interesting, I think and I think that will
continue to be the future is anybody can do it, and once you go
to the affinity score, being able to use the apps to tie in the
back end is really exciting.

Jo: So you think that this announcement of the timeline contests was a
breakthrough moment for Facebook?

Nathan: I absolutely agree and I’ll tell you this. I don’t think it
will be realized with a big bang. In other words, with past
changes, you’ll see all these people going, I don’t want the
change. I don’t want it and people are revolting and giving
their firstborn to Facebook to make the changes back the other
way. I mean, this wasn’t big in that regard, but I will tell
you… We launched a piece of software almost immediately when
this change came out and we are seeing some things on the back
end, Jo, that are just incredible when it comes to actually
driving results in the form of likes, comments, shares and
impressions, through timeline contests. What this is also doing
is, we’re seeing long tail effects so that when – say my fist is
a brand, when this brand runs their first timeline contests,
what happens is that brand’s content is then going to show up
higher and higher in the news feeds of the fans that engage with
that content.

The brand being able to get the content higher in the news feed
is very exciting when you consider that in Facebook’s Q2
earnings call, the DAU number, the daily active user number,
which they measure by logins, was 699 million people. So, Jo,
what that means is that 699 million people are logging onto
Facebook every day. Well, guess what? When you log onto
Facebook, you have no choice, everybody lands on the news feed.
If you can position your brand to be on that piece of real
estate, I believe that piece of real estate will very quickly
become as valuable as being first page of Google.

Jo: Well, can you give a couple of steps then that you think people
should be taking when creating these contests on the timeline?
What sort of contests are you suggesting that business owners
should be doing?

Nathan: Yeah, what I would prefer to do – I can give examples like that
– but I’d love to give the actual sentence architecture that
we’ve seen to drive the most engagement, and I’ll give you an
example. Zeppoli’s is a local Italian restaurant here in
Blacksburg and I’m going to tell you what they would have said
before Heyo, or before listening to your content, Jo. They would
have said something like ‘we just created a brand new pizza
recipe. We would love for you to come in and try it next
Wednesday. Will you join us? Comment below’, versus posting
something that says, ‘click Like for your chance to win 50% off
our brand new pizza. Here’s what it looks like. Comment below
and tell me what you would name it if you could name our new
product. We’re going to pick a winner tomorrow at 2 p.m. Check
back here on the wall to see if you won’.

So setting the architecture of the incentive plus the…

Eric: Can I say hi?

Nathan: Come say hi. Eric is our head of development.

Eric: Hi.

Jo: Hi, Eric!

Nathan: This is Jo.

Jo: Nice to meet you, Eric. How are you doing?

Eric: Very well.

Nathan: It’s hard being a developer in the Facebook software space,
isn’t it?

Eric: Yeah, it’s competitive.

Nathan: It’s fun though, right?

Eric: Oh, very much.

Nathan: That’s why we’re here so late. Having a blast.

Eric: Pretty much.

Jo: How do you stay up to date with all the changes, Eric? How do you
stay abreast of everything that’s going on?

Eric: Well, I work, it’s a 9-to-5 job, so you make a little time
every day to…

Nathan: Ha! He wishes it was 9-to-5. The real answer is you’re an
outlaw.

Jo: I was going to say it’s 9:00 at night there! You mean 9:00 in the
night until 5:00 in the morning?

Nathan: We’re actually doing pretty good tonight. Typically these
nights will go to 1:00 or 3:00 in the morning. We’re looking at
11:30 at night right now.

Eric: Rock it up, brother man!

Nathan: Good stuff!

Eric: See ya.

Jo: Do you guys have Heyo hackathons, just out of interest?

Nathan: Actually, can you see this one here?

Jo: Hold on. Let me change the thingie. There we go. Very good. Nathan
Latka, coming up behind Mark Zuckerberg!

Nathan: Yeah, right. But we’ll do all kinds of fun stuff like that.

But getting back to your question, it’s really about the
sentence architecture. And Jo, one of the things I will say
you know, there was a other
folks that, again, trying to keep up with Heyo. They released
these tools, which, look, I think they’re interesting, I don’t
think they’re very compelling, I don’t think they add much value
to small business owners.

What they did is, they released things that made it easy for
small business owners to just download a CSV of likes and
comments. That wasn’t real interesting if you actually put your
mind in the mindset of the entrepreneur or the small business.
What they were actually having problems doing is putting
together the ideas of what to post on their Facebook page that
would drive the most engagements. And then, after they actually
get the engagement, then they’re interested in managing the
entries and things like that and picking a winner.

So I think a lot of other folks missed it. I tried a lot of the
other ones. Frankly, they just feel old and outdated and
business owners don’t want to be in Excel sheets reading through
50 people who liked the post, trying to figure out how to
randomly pick a winner. You’ve got to make it super easy.

So we put out a tool. It’s called the Timeline Contest Creator.
You mentioned – look, you’re a smart marketer, you’ve seen it
all over, I think, right? And what it does is, it spits out ideas
for anyone listening right now. They can go to Heyo.com/tcc.
They can click Show Me Ideas, and we’ll just spin through ideas,
Jo, that they can use totally free. We really love that because
we’re understanding what’s driving the most engagement and then,
we can help new users drive a lot of engagement very, very
quickly.

Jo: Fantastic. Sounds amazing. So tell me what’s happening in the mobile
space, Nathan. What’s going on with the mobile side of Heyo,
because I know you were one of the first to come out, if not the
first, to come out with the app for tabs on mobile, because you
still can’t see . So what’s happening there?

Nathan: Let me real quick, fire a question at you. What did you think?
What did you hear about some of the timeline contest updates?
What did you see? What was your opinion?

Jo: What, about the timeline contest updates before we go onto mobile? I
thought it was great. I love it. One of the reason I like it is
the engagement factor. I think that one of the things that pages
really need to focus on – and I know, I mean, gosh, it’s kind of
a bit ego-driven, isn’t it? We all want lots of fans. We all
want hundreds of thousands of fans, which is a bit more about
ego, I think, than anything else, because really it doesn’t
matter. You can do just as well with 10,000 fans as you can with
100,000 fans, if you’ve got a really good, if you’ve got
incredible engagement with your fans.

I mean, we’ve got a new fan page. We had our old SNA fan page,
we’ve got a new one, which is my new Jo Barnes online brand and
we’ve only got 2,500 likes at the moment, but we’ve got like 400
people talking on there, you know? So we’ve got really good
engagement, and what we need to do as we grow the page, I’m far
more interested in keeping that engagement figure high while we
grow the fans because it’s the engagement that really is the
most important part. And what I loved about the timeline contest
thing, which again, is kind of coming away from the tabs, is
that engagement on the page, in the wall, in the news feed.
Everybody can get involved and I was very excited by the
timeline contests.

Nathan: Well, good. So we’re definitely on the same page then.

I’m happy to jump into why and how we were really the first out
with the ability to do Facebook tabs on mobile devices. We were
looking at the data, Jo, just like you were, listening to our
customers and many of them were telling us, look, we’ve got
30%, 40%, some as high as 60% or 70% of our traffic coming from
mobile devices. So, for those of you listening that may or may
not understand software, this was a really tricky back end
technology challenge. We, in my opinion, have one of the top
development teams when it comes to all the different app registration
platforms out there. That’s why we’re so quick and we have a
platform that just works and gets the job done.

So they figured it out and what we then saw people wanting is,
they want one URL to use and that one URL – let’s say they
build the campaign, they put it on Facebook. They want to use
that URL. They want to email it out to their email list and
then, no matter if their people on their email list open the
email on their desktop or their mobile device, they would see an
appropriate gorgeous experience. And with Heyo, you can do that.
It’s one URL, it’s very simple, it’s streamlined and frankly,
the people that have this as, kind of, their ace in their back
pocket are getting 20% to 30% more out of their campaigns than
people that are using platforms that don’t allow you to do
mobile. It’s just a big opportunity people are missing if you’re
not doing it.

Jo: And why do you think Facebook has made it so that tabs can’t be seen
from the app on mobile?

Nathan: Fantastic question and I don’t know that that’s not something
that they are working on. In other words, they could be working
on that right now. I don’t know. What I will tell you is that if
you go back and look at the Facebook developer conference from
last year and even some of the content that’s come out this
year, everything when it comes to brands on Facebook, starts on
the Facebook page. And furthermore, what’s been communicated is
that it starts with a story that you create, which is the status
update.

So, Jo, I do think people should be thinking about it and
optimizing for a world where Facebook apps, mobile or desktop,
don’t exist in say the next year to two years. They should focus
on engagement, the status updates and then, most importantly, is
how to grow the engagement on the status updates, whether it’s
mobile, because the status updates will show on mobile, the
Facebook native mobile app or desktop. And then, figure out how
to build those campaigns to supplement them and to amplify them
with applications, while applications are still around. I think
that’s really the future.

Jo: Now, that beautifully leads me into my next question, actually,
because we’ve been talking about the timeline contest and
engagement on the wall. We’re now talking about the possibility
of a future without the tabs and the apps there on the pages
because everything’s coming over to the page. So let’s have just
five minutes on Facebook advertising campaigns, because
obviously, there was a time when it was very popular to – and I
know it because I taught it – how to send Facebook ads to tabs
and that keeping people on Facebook, particularly when you
wanted to do campaigns for people to opt-in to leave you their
name and email address, that you sent your ad campaigns from
Facebook ads to tabs because you were keeping people on
Facebook. They weren’t going off of Facebook, so therefore, you
would have this higher conversion rate, lower cost-per-click
because Facebook liked you to keep people on Facebook, et
cetera.

Recently, we’re finding obviously that we’re getting much, much
higher conversions from page post ads rather than sending people
from ads to tabs, which kind of goes with exactly what you’re
saying. So just from that Facebook ad campaign, you obviously
can’t get people to sign up and opt-in from your timeline page,
timeline wall anymore. So people who are trying to build their
lists and use Facebook to do so, what’s your recommendations for
them?

Nathan: My recommendation for that right now is to do a combination of
the status update and the app. That’s the best way to do that
right now. What I will tell you, though, is that the reason
Facebook, I believe, will still keep apps around is because of
what you just mentioned. Look, there’s people running very large
campaigns with us right now, running a lot of money to their
apps and they are getting a fantastic return. So it works
really, really well if you do it right.

What we’ve seen is a lot of people give up on it because they’re
not updating these apps and they’re not structuring the app for
conversions or for the contest, for sharing and tweeting and
bringing in more traffic to the page. So it’s a combination of
both and something like posting a timeline contest update that
says, ‘click like for your chance to win a free consultation
with Jo Barnes. We’ll pick a winner tomorrow at 2 p.m., click
here to get more entries’. When they click there to get more
entries, it takes them to the app where they can click tweet,
share, like, to increase the likelihood that they win.

I think that’s the perfect dichotomy of how the update should
work with the app and how it still makes sense to drive the
advertising into the page post because you’ll naturally also be
fueling the amplification through the app.

Jo: I really like that suggestion. I think you may find that happening on
the Jo Barnes page quite soon.

Nathan: I want 20% commissions on anything you make. Just kidding.

Jo: Nathan, have you got any really good examples or case studies of
small businesses, kind of mom-and-pop style businesses, who are
using your application and absolutely crushing it on Facebook?

Nathan: Absolutely. Look, I’ll talk about what we’re really, really
good at and what we think we’re actually leading the market in
and then, talk about some of the future opportunities and what
we’re seeing initially with Timeline Contest Creator.

So, first, our core base, what Heyo is really about and Jo, you
know this, is the easiest way for brands like the ones listening
to this right now to create Facebook campaigns that are also
mobile optimized. So, to highlight how easy this is, I’ll tell
you the story of the Kuipers brothers. It’s three brothers.
They’re from the Midwest. One is 26, one is 23 and I think, one
is actually 18 and their father, his name is Randy Kuipers, he
found Heyo. When they were sitting around the dinner table one
night, the kids brought up an idea to launch these things called
Zox Straps. They are straps that would go around your wrist and
Essentially, a new one would be released every month with
different themes on it, current event related stuff, things like
that. Well, long story short, he told the kids to use Heyo to
grow the business and to launch it and anyone listening right
now, you can actually go to Zox Straps, their Facebook page and
you’ll see they have three tabs. One is a VIP tab, one is a
store tab, so they’re selling through the app – talk about
positive ROI, I’ll tell you, in this case, we should have asked
for a percentage of sales because they have sold over a million
dollars worth of their product. They are crushing it. So they
are doing a really good job. Their first year, I think, they did
$300,000-ish and their second year, they crushed past $1
million. So they have grown a big business. It’s exciting and
they are doing really well.

Again, these are folks that knew nothing about development- had
very little business experience. They were passionate, they
drove engagement and then, they amplified their fan base and it
was all through the applications. So it was exciting.

Did that make sense?

Jo: Wow. That did make sense, yeah. I just want to probe a little bit
deeper, if that’s all right and say, what would you say was sort
of the main thing that they did that really drove that success?

Nathan: It all started with the engagement. They would post at the
beginning of each month and say, ‘What do you want to see on Zox
Straps this month?’ And they would listen to their fans and
actually develop the product based on the fan feedback.

So, Jo, if I told you, Jo, I’m going to make a bracelet for you,
what do you want on it? And you said, I want ‘Jo Barnes the Rock
Star’, and I made you a bracelet with Jo Barnes the Rock Star,
you’re going to be more likely to buy that because you feel like
you created it, right?

That’s what brands have to do on Facebook. You have to create
the engagement and the affinity with your consumers to the point
that they’re actually creating the product and guess what,
sales then becomes super easy.

Jo: I’d buy the bracelet, the t-shirt, the hat. Jo Barnes the Rock Star!
Absolutely everywhere.

Nathan: I love that.

Jo: So, Nathan, a lot of my students sometimes struggle to get their
pages off the ground. You know? They’ll come to me and they’ll
say, Jo, I’m posting and I’m posting and I’m posting and I just
don’t get any response. I don’t get anybody coming back. How do
I launch it? How do I get that engagement to begin with when I
haven’t got that many fans? Have you got any advice for those
people?

Nathan: Yeah. I’m going to give advice right now. I’m going to say this
will work. What I’m about to say will work for anybody that has
as little as even just 10 fans on their page, okay? So here is
the strategy: It starts with a well-crafted status update, with
your goal being, get those 10 people who have liked your page to
engage again, just like Jo is doing on her page, where she’s got
more people talking about it than at one point she had even
likes. You want to do that.

Now, this can be very difficult if you can’t figure out the
right status update, the posts to drive engagement. It’s very
difficult. What I would recommend is go – again, it’s totally
free, Jo, but go to Heyo.com/tcc and just copy our ideas. Just
rip them right out of the product. Just copy it, put it on your
page, let it run and I guarantee you that you will get
engagement. If you have at least 10, you’ll get at least one
person.

We have a lot of confidence in the sentence architecture of
these things. So start with a status update. Once you’re driving
engagement and you post new content on your timeline, it will
show up more in the feeds of the people who have liked your
page, your fans.

That’s when it becomes a really good opportunity for you to
start pairing the status updates, say once a month,with a
campaign that’s running on an app, so that you can take your 10
fans, tell them to enter to win, go click like, tweet and share
to increase their chances of winning. They’re going to invite
the 300 people in their network each. So you take 10 times 300
and you get 3,000 new eyeballs. 10% of them convert. That’s 300
new likes. Rinse, wash, repeat.

That’s it. That’s the math.

Jo: Sounds pretty darned good and something I think I’m going to be
trying when I get off this hangout.

Nathan: Awesome.

Jo: I cannot leave this hangout, Nathan, without asking you your view on
– you know, I hate to say it like this, I don’t want to say
Facebook versus Google because I think they’re two very
completely different platforms.

Nathan: Oh, come on, Jo! Hit me with the hard stuff.

Jo: But moving forward, Google+, it’s growing. It’s still full of mainly
kind of technical people, I find, but it’s growing. It’s kind of
setting itself up for Google search and the fact that you need
to be on G+ to be able to have a chance of being found on Google
in the next few years, et cetera. What are your thoughts,
really, on Google+ and Facebook?

Nathan: Look, it is 9:43 p.m. Eastern on a Thursday night. Virginia
Tech Hokies are playing football. I’m spending my time here
because I’m obsessed with Facebook. Here’s the thing, though.
I’m seeing the data come in from our customers and I’m seeing
the conversion rates and how fast they’re building their
business. I’m not even looking anywhere else because it’s
working so, so well.

So, Jo, look, I would love to be able to say something here that
would really fire up your user base, but I will tell you, we are
seeing so much success with brands in Facebook. We’re excited
with the vision Facebook has for Facebook. Mark wants to connect
the rest of the five billion people in the world. Great. Once he
does that hard work, we want to figure out how to give them
better products and services from well-deserving brands that
will work for the engagement of those new users he is bringing
in.

So we are 100% focused on that. We’re really excited about it
and you know what? I think there will be a time, most likely,
when Google+ is going to be able to generate the same kind of
results or even greater results than what our brands are
currently seeing on Facebook. And at that time, we will dig in,
see if there’s an opportunity and continue to grow our offering
so that we can stay true, Jo, to our mission, which is to make
it easier for small businesses and entrepreneurs to market
themselves online.

Jo: Wonderful answer! Absolutely wonderful answer.

So before we go, Nathan, my last question is – I’m putting you
on the spot here, I’m sorry about this, but I like to end these
interviews with giving our viewers something inspirational that
they can take away with them. Is there anything you’ve watched
or read or anybody that you have followed over your time – you
are a very successful business man with a great business and you
are obviously very driven and motivated and passionate about
your business. Is there anything that you can recommend our
viewers go and read or watch or follow or anything that you
think can help inspire them with their goals and dreams?

Nathan: Yeah. So, one thing I like to think about is human time.
There’s a [2008 consensus 33:09] in the United States, there’s
about 26 million small business owners in the U.S. If we can
save each of those small business owners two hours a month,
that’s over 40 million hours of human life that we are saving.
That’s the two hours they’re going to spend Google searching on
how to code. That’s the two hours they’re going to spend hiring
a freelancer off Odesk to try and help them build a Facebook
campaign. If we can do that, we are literally saving human life.
So that’s exciting to me. And what I would tell people listening
right now is, your time is extremely precious and one of the
quotes I live by is, ‘Losers spend time planning perfect action,
while winners spend time taking imperfect action.’ So I would
encourage everyone listening, take something from this and just
take action, even if it’s imperfect, because you will learn from
it and you will grow your business. That’s what I would say.

Jo: I love that. I absolutely love that.

Nathan: That’s a tweetable, Jo.

Jo: That is a tweetable. That’s the quote that is going to go underneath
this video when it’s on the blog post. That is fantastic.

Alright, I’m not going to take up any more of your time. Nathan
Latka, you have been amazing. This has been a fantastic
interview. Thank you so much.

Nathan: Hey, thank you, Jo, so much for having me. I really appreciate
it. If any of your folks have questions, just come ask us on our
fan page. We’re always there.

Jo: Ladies and gentlemen, make sure you go to Heyo.com/tcc. Check out the
Heyo app. I know I’m going to be going there straight after this
interview. Thank you very much for joining me and have a
fantastic day.

Nathan, I’ll see you again very soon.

Nathan: Take care, Jo. I’ll see you. Okay, bye, bye.

So what do you think about that? Pretty awesome right! Now’s the time for you to take some ACTION! Please comment below and tell me 3 things;

1. What was your AHA moment in the interview?
2. What one piece of action are you now going to take because of what you heard on the interview?
3. When are you going to do it by?

Thanks for listening! See you next week! :)

Mind, Money & Marketing Show – Episode #2 – Bending Your Reality with Minesh Bhindi

If you believe in manifesting your reality and the law of attraction then you’ll love todays interview with successful entrepreneur and wonderfully spiritual being Minesh Bhindi.

My relationship with Minesh started many moons ago with a lively debate over how much you should charge for your services / products. Minesh’s confidence in his own skills and the level with which he can add value to the world never fails to inspire me and in this very open interview he reveals his theory about money and business.

What both thrills and excites me about this interview is the core ethos on which Minesh has built his business. It’s something all entrepreneurs should aspire to. I’ll let Minesh tell you more…

Get More of Minesh

Learn How to Invest in Gold Here
Find Minesh on Facebook Here
Minesh Bhindi – Gold For Life Slideshare Presentation

Links Mentioned in Video

Outwitting the Devil

Favourite Quote

“Money is Energy”

Download the PDF

mmmep1pdf

Read the Interview Here

Raw Transcript of the Interview

Jo: Hello ladies and gentlemen. How are you doing? And welcome to The Jo
Barnes Online Business Show, where we’re talking about everything to do
with mind, money and marketing.

And today, I am absolutely over the moon to welcome my very special
guest, somebody who I’ve known a few years now, the very lovely
Mr. Minesh Bhindi. Hello Minesh.

Minesh: Hi Jo. Thanks for having me on.

Jo: Now, it is actually 2:00 in the morning, Minesh in the UK at the
moment.

Minesh: Yes, it is. 2:00 a.m. in the morning, as you can tell. Just in
case people are wondering why Minesh isn’t in a suit and tie and
everything like that, it’s currently 2:00 a.m. This is just for
Jo.

Jo: Gosh, 2:00 a.m. in the morning. And you’re still looking super smart
though. Look at you.

Minesh: Oh, I don’t know.

Jo: I’m a bit cash mate, see? I’ve lived in Thailand for too long.
Anyway, Minesh, it’s absolutely fantastic to have you here. I’m
going to grill you a little bit today, on some of your thought
processes, a little bit about how you got to where you are. And
really inspiration, nuggets of inspiration, for our viewers and
watchers on how they can go on to create their own successful
businesses. We’ve known each other a few years now. I met you a
few years ago in England. And in fact, I’m fascinated to be able
to have you as a guest today because I remember one of our first
meetings actually ended up in a bit of a debate in an event, if
you remember rightly?

Minesh: A bit of a debate. Yeah.

Jo: I’m actually going to start with that, if that’s okay. I’m actually
going to ask you about your thought process and mindset around
money, because the debate we had . . . Minesh actually has a
site called GoldForLife.com and Minesh teaches and helps
investors invest in gold and has an incredible success rate with
his students. Something like 92% of Minesh’s students are
actually out there making money from the education that Minesh
and his business partners give to these investors.

So when we first met, I remember being in an event session with, I
think it was Daniel Wagner at the time, and we were talking
about pricing strategies. And we wanted to keep our pricing
strategies quite low. But you, Minesh, you were quite dogged
about the fact that we should price fairly high. And we ended up
having this debate. So I’d love to hear your thought process on
the whole concept of money.

Minesh: Okay. That’s pretty wide, but let’s start with where we were
back then. So the reason why I said up the price, is because it
depends on the client base that you want to attract. Now, I’ve
always found that when you up the price, the quality of the
client base goes up. So, for you and the products and service
that you were offering, if I remember correctly, was something
about social media. I can’t remember exactly, it was years ago.
It was just worth the money that I said you should charge.

So, by downplaying it, what you’re saying to the market and to the
universe I would say, is that I don’t think this is worth what
it’s truly worth. And when you say that, you don’t get the worth
back. But when you say, I am worth XYZ, you’ll get XYZ back
because you’re demanding it. And that’s really the basis of
having the price high. It’s just what do you think it’s truly
worth?

And that’s with all money as well. I think money is an energy force.
And money is going to chase you depending on what value you
think you are worth. And if you think you’re worth a lot, then a
lot of money is going to chase you. Your karma’s going to find a
way to have a lot of money chase you because you firmly believe
and know that you are worth a lot. And if you don’t think you’re
worth a lot, then not a lot of money is going to chase you. It’s
as simple as that. Money is just energy. So, I guess that’s what
would be my theory of what money is overall.

Jo: So do you think it’s a confidence thing? Do you think when people are
kind of starting out,they’re going to go for slightly lower
pricing because they’re just growing into it and they’re finding
their feet in their confidence?

Minesh: Yeah. I think it’s definitely a confidence thing. It has to be.
People always undervalue themselves. For some reason, the
bullshit society that we’ve all been brought up to live in,
teach us to undervalue ourselves. When someone stands up and
says, I am the best or I am God, everyone else looks down on
them and says, what do you mean? You can’t say you’re God. You
can’t say you’re the best. You can’t say this, that and the
other. But why? Because of their own insecurities. The same
thing happens with money. As soon as somebody says, I’m worth
$5000 per client, the fear is other people are going to stand up
and say, no you’re not, what do you mean you’re worth $5000,
you’re not getting $5000 worth of value for the client, etc.
Confidence. But it’s rooted in insecurities that are developed
through society.

Jo: And how much do you think that the market has an influence on that
though? If you go out there with a product and you believe that
that product is worth a couple of thousand pounds, let’s say,
but there’s other similar products out there and other people
are only selling them for a couple of hundred bucks, how much do
you feel the market influences your decisions?

Minesh: For me, none. Because the way we look at it is, okay you can go
. . . Everyone puts us in the trading and investing world. So,
in the trading and investing world you can pay $250 and go into
Land Forex Trading, but there’s a 99% chance that you’re going
to lose everything. So we operate from a perspective of, we know
our value. Like, here are our assets. Here’s our asset sheet:
92% success rate, lifetime coaching, we update people on a
weekly basis as to what’s going on in the market, and that’s for
life. So we know the value of what we’re offering. If somebody
can’t see it then to be honest, they can’t see it. We’re not in
it to chase money, if that makes sense.

Jo: Okay. well let’s actually go back a step. I wanted to come in to this
chat with a bit of a boom insight from you. So let’s actually go
back and talk a little bit about your business and what you’re
doing and how you’re helping people. Because I think one of the
things you’ve said recently, which really intrigued me, was that
a lot of entrepreneurs and marketers are monitoring their
conversion rates and their sales rates and all that kind of
stuff. Whereas you, as a company, you aren’t looking at those
kind of stats. You’re looking at the results that you can get
for your customers, or that your customers get from your
training. Tell us a little bit about your business and the e-
force behind it.

Minesh: My main goal, my purpose in life, is to evolve people from
where they are to the natural ascension that the world is going
in. Now, the part that I play is, I need to evolve people from
opportunists to money managers. That’s what we do at Gold For
Life. We take people that are looking for opportunities to make
money, that are just running around in circles looking for
different opportunities, that we both know, that are in every
single industry. We want to take them from that point and evolve
them to money managers.

Now, of course we look at all the sales statistics and everything
else. I just don’t look at them. Somebody else looks at them. My
main focus is, is that purpose being fulfilled? Are we evolving
people. As long as we are evolving people then our intention is
right. So I guess the money is a byproduct of what we do here.

Jo: Okay. One of the things that intrigued me about it though, is this
whole focusing on the results that your customers get, the
results that your students get. And we all know that when we
produce products and courses and training and stuff like that,
really, if you’re a good product creator, then the keys to
success are there. You’re laying it out step-by-step. But the
actual real key to success is people taking action. And there’s
the challenge. How do you deal with that?

Minesh: Sorry to cut you off . . .

Jo: That’s all right.

Minesh: . . . but this is an important topic for me. I think that
educators, from our perspective as educators, we don’t take as
much responsibility as we should for the success of people
because we’re hiding behind the veil of, as you’ve got to take
the action. Right? When you look at it from that perspective,
we’re actually hiding behind, in most cases, most speakers and
most educators, including us, were hiding behind the veil of,
action is all your doing.

But as an educator, my job isn’t just to educate. It’s to inspire.
Now, if I’m not good at inspiring you to action, then I’m not
doing my job right. It’s as simple as that to me. It’s like, the
day I know that we will be succeeding, the whole world will be
shifting, is when we hear about another product launch and the
number one sales statistic that they say that you should promote
this for, is because 92% of people are successful with it. Right?
We always hear about APCs. We always hear about all the other
crap. Why don’t we have one product launch right now that the
leading stat is a 92% success rate?

Jo: So tell me, what’s your secret? How do you inspire people to take
action.

Minesh: Number one, you’ve got to have good stuff. Right? So, we don’t
overcomplicate it. Everyone in our investment field, and I’ll
lay the blueprint out, no one’s going to copy it because they
think it’s not going to make the money, but it’s that simple. We
want to take the most simplest information that we have in order
to help people get a result. People don’t, I mean, no matter how
much they say, like in my industry, that I want 10% a month, I
want 20% a month return on my investment, yeah you want that.
But what you want more is 2% per month for life. You don’t want
10% per month and then in three months you’re going to lose 40%
on the account because you went into a risky strategy. So,
that’s step number one, is to have something that actually works.
Trivial step right, that a lot of people miss for some reason.

The second step is implementation. So if we can get people to, from
the start, as soon as they log in, to actually implement our
education, not just read it, I mean take action on it. And how
we inspire that is we have a fast track walk-through. It’s like
a four-step 26-minute tutorial that they have to go through
first, where they actually go and place a trade. It’s a virtual
trade but they take the actions, without understanding the
knowledge, without understanding the content and without
understanding the wisdom behind the action, but they go and
physically do the action. That jumped our success rates up from
35% up to the 92%.

Jo: So basically what you’re saying is you’re making your system easy to
consume.

Minesh: Yeah. Not only easy to consume. We make them consume it. They
can’t get . . . There is no point in having access to the rest
of the program, unless you’ve placed that first trade. That’s
the way we do it. I actually say, don’t trust me, don’t believe
me, just follow what I’m doing. You’re not risking any money.
Just don’t worry about the strategy, don’t worry about what I’m
doing, why I’m doing it, how I’m doing it. Just follow, click
after me and just place the damn first trade. And that’s how we
get people to do it.

Jo: Okay. That’s fantastic. I think what happens with a lot of product
creators, is they believe that more equals more value. So, what
they do is they fill . . . I mean I’ve done it. I hold my hands
up right now and say, without a doubt one of my first products
was so big, there were so many videos, there was so much
education, there was so much in there, because I wanted to stuff
it full of value, that actually what ended up happening is
people didn’t take action because they just got overwhelmed and
fearful and all that kind of stuff.

Minesh: The thing is, stuff doesn’t equal value. Results equals value.
And the only reason why most educators don’t get that, and we
didn’t get it either, but the only reason that the paradigm
shift that happened was that, value is in terms of the customer,
not in my terms. So the value of our product is not what I say
it is. It’s the value that the customer puts on it. And as soon
as you understand that, you start removing all the other crap
and focus on what’s going to get result for the customer.

Jo: Okay. Fantastic. So, Minesh, I was looking at your Facebook page
recently and I noticed that you are, very soon, launching a new
site called MineshBhindi.com, which is based on a journal that
you started, about things that you wanted to be able to teach
your children. And you’ve decided that you now want to kind of
share that with the world. And it appears to be much more of a
kind of a spiritual journey, something that you want to share.
As opposed to a money making scheme. Do you want to tell us a
little about that and what’s kind of led you to this path?

Minesh: I remember having dinner with a very successful person. You
know, hundreds of millions of dollars worth of net worth. And he
kept complaining about his children, that they weren’t
ambitious, that they weren’t driven, that they weren’t
successful, that only some children are supposed to make it and
my children aren’t those people, all this other bullshit. Right?

So I said, okay, how did you do it? I wanted to see if he could
explain it to me, because if he could explain it to me, he
should be able to explain it to his children. In which case, it
must be the children’s fault, because that’s how they are. So I
said, how did you do it? And all he did was give me a timeline
of his successes: so I set up this company then, I set up
another company five years later, that led to another company,
etc.

And I said, no wonder your children don’t get it and don’t listen to
you, because you can’t teach it. When I asked you how you did
it, you gave me a timeline of successes. That’s not the lessons.
Lessons happened along that timeline. So, in that moment, what I
realized is, I’m going to very quickly, habitualize success. In
my journey, all the lessons I learn, very quickly become
habitualized. And what I realized was, if I don’t write these
down in the moment that I’m learning them, then I’m not going to
be able to translate them to my children when I have children.

So, that’s when I started the journal. It’s just lessons that I’ve
learned about business, about spirituality, about dealing with
people, about just everything. So what I realized was, I’m going
to put this online because a lot of people . . . And one of the
biggest lessons I’ve learned is that you can bend your reality,
you can get anything you want, as long as number one, you know
what it is, and number two, you’re willing to sit there until it
comes to you.

So I created this website to basically show people . . . We’ve all,
in this spiritual world, everyone says you can manifest this,
you can manifest that, it’s possible, etc. Have you realized,
they all talk about it from a perspective of, I have manifested
this, I have manifested this car, I have manifested this home, I
have manifested XYZ. No one actually says, watch me. Like, watch
me, I’m going to manifest this and this is what it’s going to
look like.

And that’s what I really wanted to do, is create that site just to
say, this is serious and anyone can do this, so here’s what I’m
going to manifest throughout my career, here’s the designs for
it, watch reality bend in front of your eyes. And along the way
I’m going to blog the lessons that I’m learning in business, in
money, in relationships, in everything. It’s just a personal hub
site. Basically, I’m trying to put my mind on the web. It’s as
simple as that.

Jo: So, this is an ongoing project. This is kind of the star and you’re
going to invite people to essentially watch over your shoulder
as you choose your reality and bend it and shape it into how you
want it to be.

Minesh: Yeah. I don’t know what else to say. Yeah, that’s exactly what
we’re going to be doing.

Jo: No, that’s absolutely fantastic. You’ve got this very spiritual
outlook on life, haven’t you Minesh? Where does that come from?
Is that something that you were brought up with?

Minesh. No. I think it’s . . . I watched The Secret back in 2006 or
2007. And ever since then, I always wanted to know what the
truth was. One question that fascinates me is, where did this
come from. So when you look at The Secret, it’s like, The
Secret’s great but where did that come from? So then you go and
read the other materials that The Secret movie was based on and
then you go, so where did that material come from?

And I literally went on a three-year journey I would say. I think I
only really finished towards November or December last year, to
be honest, where I came back full circle to the application part
of it. And I went all the way back through history to find where
the root of the idea that you can bend your reality and have
anything come towards you. I went and found the answers, the
root knowledge, on that. That’s where I come from. Smile and
self-study I would say.

Jo: Okay. And I hear you talk a lot about your purpose. I’ve heard you
refer a lot to my purpose, my purpose. I think certainly when
I’m talking to lots of people, lots of students in my community,
a lot of people really struggle with trying to define their
purpose. And they feel that they don’t have any specific
passions and things like that. What’s your advice in somebody
trying to search for their purpose?

Minesh: The purpose has to be immaterial. That’s one thing I realized.
If it’s a true purpose, i.e. it’s coming from your soul, it
cannot be definable by the reality that we’re living in because
the reality that we’re living in is created by the energy field.
Therefore the purpose that you are here for has to be one step
behind that energy field, or this reality. So, if people are
saying that my purpose is to help accountants make more money,
that’s not your purpose. You need to go deeper and deeper, and
deeper and deeper, until you find what your soul’s purpose is.
And my soul’s purpose, and it took me 18 months to find this, of
constant analyzing. My soul’s purpose is quite simple. It’s to
align people to the natural spiritual ascension that the world
is going in. That’s my purpose.

Now, I have a skill for doing that. And that is, to grab people’s
attention through investing. So, when people come to our program
for investing, remember, we’re not just teaching them an
investing program, we’re taking them from opportunists to money
managers. That involves meditation. That involves understanding
your energy. That involves patience. All these different things
and aspects of a personality that are really spiritual
evolution. And that’s how my purpose translates into reality.

Jo: So, do you have a mentor Minesh? Do you have somebody who guides you?

Minesh: In terms of business or in terms of,

Jo: Business. Life.

Minesh: Yeah, one of my original mentors who is now one of my best
friends, his name is [Andy Shore]. I know you might have heard
of Andy. I met Andy when I was 16 years old. And he’s sort of
been guiding me since then. And we’ve become really, really good
friends now. And another one of my mentors, his name is [Con],
who is 31 years old, he’s worth $400 Million. And this guy just
. . . I mean, I thought I was ambitious until I met this guy.
And he really kicks me up the backside, from a business
perspective.

Jo: So, what are your ambitions Minesh? What is it that you want to
achieve as you move forward?

Minesh: For Goal For Life, the goal is to create $1 Billion worth of
wealth energy in the world. We want to create $1 Billion worth
of brand new wealth energy in the world, and we want to do that
over the next five to seven years. After that, my next project
is a project called Spiritual Capitalism. That’s not out there
right now. It’s just not out there. But the premise behind that
is, I want to teach business owners how to build a business
based on the principles that Gold For Life is built on. Which is
about going to give from a going to give perspective. I want to
change the whole belief around money is evil, and I want people
to understand that capitalism and spirituality actually go hand
in hand. And you can be absolutely spiritual while chasing as
much capital as you want. And that’s my next plan. That will
come into play from 2020.

Jo: That sounds very interesting and a massive project. Do you-

Minesh: I’m sorry to cut you off but, I think it’s going to be the next
blueprint for business, the spiritual world. That’s what it will
be. That’s my vision for that.

Jo: Okay. You’ve got lofty ambitions, which are fantastic. Do you find
that you have to sacrifice things in order to do that? What’s
your life-work balance?

Minesh: It’s getting better. It’s getting better. I think that’s
because I just hadn’t focused on the life side of stuff. But
it’s definitely getting better. I do like to have a lot of fun,
but I just tie it in with the business as well. So when people
think, poor Minesh is going to Vegas for a seminar, it’s like
no, it doesn’t really work like that. We have fun when we’re in
Vegas, as well.

Jo: So, let’s give some advice to people that are watching this. I mean,
there are some people out there that won’t have as lofty
ambitions as you. They just want to create a bit of extra income
on the side or a successful business that allows them to retire
and enjoy some freedom in their life. You know, just people who
are kind of getting their businesses off the ground, things like
that. What are some things that you think that they really need
to be thinking about as they’re building and grow in their
businesses?

Minesh: Number one is a philosophy that I learned, which is, that the
quality of the fruits that you have along the journey is
directly dependent on the quality of the intention that you set
at the start. So, if you set an intention that I want to make
$2000 a month, or whatever it is, right? I’m not judging the
intention, but if you set that intention that I want to make
$2000 a month, that’s not precise. So the quality of the fruits
are not going to be that high. Whereas if you say, I want to
make $2000 a month, fly around the world, I want to be in six
different countries every single year, I want a house free,
wherever I want to stay, I want to stay in six different hotels,
I want to fly business class when I’m doing that, etc., the
quality of the fruits become better. So, anyone who’s setting
that intention of I want to do whatever I want to do, just focus
on the quality of the intention.

Jo: Do you honestly believe that? I mean, I’ve been setting an intention
for about the last ten years that I want to be a size ten and
have long blonde hair and blue eyes, I mean, do you honestly
think that clear intentions really work?

Minesh: Yeah. I do. But it also depends on your alignment, as well. So
like, from a spiritual perspective, if you . . . I just
manifested one of the things that I really wanted to manifest.
And it took 1 year, 7 months and 24 days.

Jo: Okay.

Minesh: So, most people are not wanting to sit there for 1 year, 7
months, 24 days or however long it’s going to take for the
alignments to happen, going through every single thing that gets
thrown at you, in order to receive what they want. Now, that’s
the whole process of alignment. You’ve got to be willing to sit
through it. If you’re not willing to sit through it and the
first hurdle comes up and you go, you know what, I’m going to
change my intention slightly here, and the second hurdle comes
up, I’m going to change my intention slightly here, you’re not
sending out a clear signal, from a manifestation point of view.

Jo: So therefore, isn’t alignment ,simply, you making a decision and going
for it? I mean, we talk about it with all this sort of language
and all the rest of it and surely, it’s a case of saying, that’s
what I want, I want that house, I want it on the beach, I want
it in 2015, so I’m going to do whatever it takes to get that.

Minesh: Yeah, pretty much. One of the things that we tell our investors
is, we don’t really want to be setting an end date target on
when you want your wealth. Remember, this reality is created by
whatever you think is going to happen. So, therefore, if you say
I want this in two years’ time, it’s going to do everything it
can to make sure it happens in two years’ time. That’s the
expectation.

So to bypass that, what we say to people is, design your life now as
if the investment’s already happened. So we want to build around
the investment. If you want to make $10,000 a month, you haven’t
got to make the $10,000 a month. That’s not the design of the
intention that you want. The intention is, what does my life
look like when I make $10,000 a month? What type of car do I
drive? What type of house do I live in? What type of friends do
I have? Where do I go to eat? What restaurants do I like going
to? What do I say to the waiter when I get to the restaurant? Et
cetera, et cetera, et cetera. So, build it around the goal, if
that makes sense.

Jo: It does. So, your education program is not just educating, this is
how you go and invest. But there’s an awful lot of mindset in
there as well.

Minesh: No. Like I said, we evolve people from opportunists to money
managers. Now, that is a huge shift. And in order for us to do
that, we’ve got to have everything.

Jo: I like that. Okay. So where can people find out more information
about you Minesh? Where’s the best place for them to go?

Minesh: They can go to GoldForLife.com. They can go to Facebook. I try
and not be on there, but I normally am. You can go anywhere. Just
Google me.

Jo: Okay. And before we go, do you want to talk about love?

Minesh: What do you want to talk about? You’re the leader here.

Jo: I believe that some good news has come your way and you’ve recently
met the love of your life?

Minesh: Yeah. It’s still very new.

Jo: Well I’m very happy for you. Congratulations.

Minesh: Thank you.

Jo: So, got to get the old personal thing in there somewhere Minesh.

Minesh: Yeah. I try so hard to avoid that. Like, one of the things that
I realize is I’ve been manifesting that for 1 year, 7 months, 24
days. That’s what I was hinting at.

Jo: Ahh.

Minesh: I always thought that I’d want to shout about it. And as soon
as it happened, it’s just like, I’m really enjoying just the
process right now. I don’t know why I just said that. But yeah,
I’m enjoying the process.

Jo: Everybody loves a good love story. Everybody loves a happy ending.
Last question, before we do go, what’s something that’s really
inspired you along the way that’s helped you get to where you
are today? Whether it be a book, a film, somebody, something
that you can recommend that people go out and look up or read,
watch, etc.

Minesh: “The Secret” was number one. There’s loads of people. Dwayne
Dyer is one. Andy Shore obviously is definitely one. One of the
best books I read last year was “Outwitting the Devil” by
Napoleon Hill, which I think is better than “Think and Grow
Rich”. Yeah. Loads of stuff. The main thing is, is focus on the
quality of your intention. If you don’t have a good quality
intention, no matter what you do is going to yield average
quality fruits. So, just focus on the quality of intention.
Dream big. And screw everyone else.

Jo: I like that one. Absolutely. Live your life as you want to live it
right? And just go out there and do what you want to do. Be
yourself.

Minesh: Exactly.

Jo: Fantastic. Okay. Well, Minesh, it’s been fantastic to talk to you.
Thank you very, very much for joining us in the middle of the
night there in the UK. How’s the weather?

Minesh: Cold. Cold and rainy and windy. It’s London.

Jo: God. Okay. Well the sun’s shining here and the palm trees are looking
good so-

Minesh: You just need to hang up right now, that’s what needs to
happen.

Jo: All right. Well thanks ever so much for joining us Minesh. I really,
really do appreciate it. And of course, everybody who’s
watching, the links to go and find out more about Minesh, and
the links to “Outwitting the Devil” that he recommended, and
anything else he’s spoken about, will below this video. So,
thank you very much for joining us. And, Minesh, I will speak to
you again pretty soon.

Minesh: You’re welcome. Thank you.

What a great interview! Now’s the time for you to take some ACTION! Please comment below and tell me 3 things;

1. What was your AHA moment in the interview?
2. What one piece of action are you now going to take because of what you heard on the interview?
3. When are you going to do it by?

Thanks for listening! See you next week! :)