Mind, Money & Marketing Show – Episode #9 – Serious Webinar Alchemy with Stephen Renton

The official definition of alchemy – “the medieval forerunner of chemistry, concerned with the transmutation of matter, in particular with attempts to convert base metals into gold or find a universal elixir.”

In todays interview with the lovely Stephen Renton he’s talking to us about how to turn your webinars into GOLD!

Stephen has become widely known as the guy behind some of the most successful product launches online. he’s worked with 100’s of well known names and shown them how to construct high converting webinars that sell!

Add to that, he’s a super nice guy and I’m proud to say he’s become a friend of mine over the last couple of years even though he’s Scottish (we won’t hold that against him!)

Watch the interview below and find out why Stephen may be donning a leotard by the end of the show!

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Please note Stephen & I presented a LIVE webinar & masterclass recently all about How to Host 5 Figure Webinars!. If you would like to know more about the secrets behind creating super profitable webinars, then these presentations are for you!

Discover How to Host 5 Figure Webinars Here


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Get More of Stephen Renton

Find Stephen on Facebook

And as mentioned in the interview here are the links for …

Influence – The Psychology of Persuasion
Zen & The Art of Motorcycle Maintenance

Favourite Quote

If you go out to create products of quality, you deliver value and quality to your audience, you treat them well, your business is just going to grow exponentially.

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Raw Transcript of the Interview

Jo: And we’re live. Hello, ladies and gentlemen. Welcome to another fantastic episode of Mind, Money, and Marketing.

[music]

And today, I have a super special guest. I’m really excited to speak to this guy this morning, actually, because it’s actually the first time that we have spoken face to face. We’ve spoken so many times on Skype and over on Facebook and everything. It’s the first time we’ve kind of gotten together face to face, but this gentleman is a bit of a webinar guru.

We’re going to be talking about webinars this morning, and not only that though, he has this uncanny ability to make connections with everybody and anybody that matters. I’ve never known anybody who knows so many people and the stories behind how he makes those connections are just fantastic.

He just goes and takes the bull by the horns and just starts [to] mastermind meetings and all sorts of stuff. I mean, no fear is involved here. So I’m going to delve into the mindset of somebody who doesn’t seem to let anything hold him back from what he wants to do.

But if you want to know about how to run and host really, really effective webinars and hangouts, in fact, then you are on the right call today because I am speaking to the very lovely Stephen Renton. Hello, Steve. How are you doing?

Steve: Hi, Jo. I’m great, thank you. Thank you for that wonderful introduction. I wanted to meet me after hearing that. [laughs]

Q; [laughs] Look at that wonderful background as well, all those palm trees and everything going on behind. So what’s the temperature where you are? Is it nice and warm?

Steve: Today is probably just under about 80 degrees right now. We’re in San Diego. One of the benefits of living the Internet marketing lifestyle: you can be where you want. I thought, rather than do the hangout from the office with the boring wall of satin curtains behind me; I’d try it here with the wifi. So far it seems to be working great. So, yeah, welcome to California, guys.

Jo: So you’d rather be in San Diego than Scotland right now, would you? [laughs]

Steve: Oh, just a tad. I’m going back Christmas, but I’m getting the most out of it here. I went surfing yesterday and I’m going to yoga class today, so I’m doing the California thing right now before I go back to winter in Scotland.

Jo: [laughs] Do you wear a leotard when you do yoga?

Steve: [laughs] Most definitely not, Jo. I’ve got my spandex purple [inaudible 00:02:34] shorts. No, I haven’t gone quite that Californian.

Jo: [laughs] Anyway, Stephen, before we kind of get into some of the key stuff, I know you’ve got some really, really good stuff to share with us about webinars and hangouts. Before we go into that, let’s talk about you and why are you in San Diego? Tell us the last few years of your life, in ten seconds flat, that’s brought you to where you are today.

Steve: OK. Sure. Well, I did corporate I.T. work for many, many years, a couple of decades probably. It was great and I could work all over the world, but at the end of the day, I’d like to go traveling, have adventures and I always had to go back to a big city, like London, to work.

It was getting more and more difficult to leave the fun places and go back to somewhere like London and put a suit and a tie on and go work in the corporate world. So a couple of years ago, I decided I wanted to look into Internet marketing. That’s when I first started looking at webinars.

The guy that I was working with and was being my mentor at the time was one of the first guys ever to start doing auto webinars before they even existed. It was custom coded scripts and all kinds of weird and funky stuff, years and years ago before any of these other tools came out. I started learning about that. I spent some time over in Florida, which was interesting. A little bit too hot for me and they have no sense of humor there.

I was at the point I’d stop telling jokes because I thought I was going to get shot and one day, there was a marketing event in San Diego. Frank Kern was there and I flew over. I want to meet Frank Kern. Like every newbie, he doesn’t know what he’s talking about. Flew over. The event was fantastic. I fell in love with San Diego. As soon as I stepped off the plane, there’s no air conditioning, unlike Florida, which is like a swamp.

So, I loved it immediately and after this marketing party, which was amazing, after a couple of drinks I actually posted on Facebook, “Hey, this is amazing. We’re moving to San Diego.” Then about 15 seconds later I got a reply back on Facebook from my wife going, “Oh, are we?” [laughs]

And then I went, “Hm, time to go shopping,” and that was how I ended up in San Diego. Fell in love with the place. Great marketers, great lifestyle. Everybody’s really friendly and helpful over here. There’s no dog-eat-dog stuff. Everyone’s into the abundance mindset and I love it. It’s great.

Jo: Wow. And so you just what? You just packed in your job? You just said right there, “Sir, I’m packing up my job and I’m just going to go on this new adventure?”

Steve: Pretty much. The jobs I was doing was always contract work and consultancy work, so I could come and go. But every single time I left, after three months or six months of saying, “OK, I’m never going back again…” and I think the last time I left, I deliberately burned some bridges, cut my ties figuratively and I just said, “No, I’m going to go make a go at this.”

That’s really when you start to succeed at stuff like marketing because if you do it half-ass and you think, “I’ll try this and I’ll try that,” and you get distracted and you don’t really jump in with both feet, you’re never going to make it if you make the decision. I wouldn’t recommend anybody quit their job like I did, but just go balls to the wall [through that] with one thing, learn it, stick with it until you make it work.

That’s how you can become a success and that was the kind of mindset that I went into with this and it’s worked. As you mentioned before, I seem to be very well connected. I have this insane ability that I didn’t know about before to connect with people and make a lot of partnerships. I think the funny accent over here probably helps. But, yeah, it’s been great.

Jo: Oh, that’s wonderful. I love the way you say you had an ability that you didn’t realize you had. I’ve just been reading a book called Unique Ability that asks you to start looking at what you think your unique abilities are and I must say, one of yours, without a doubt, you are an amazing connector. But the great thing… I think one of the things that makes you such an amazing connector is that you’re generous.

You’re very generous with your connections. If somebody needs something, you tend to know the person for them to go to and you’re just instantly, “Oh, go and talk to this person.” You don’t hold anything back, so I think that kind of generosity is what then brings people back to you. That’s fantastic.

The last couple of years you’ve really stuck with webinars, haven’t you? When you say, you know, on one thing, go for it and then, keep your mind on one thing, you really have done webinars for the whole time you’ve been in this game, haven’t you?

Steve: Pretty much. As I said, I came from a corporate I.T. background and I’ve been a computer geek all my life. That’s why I was very surprised to find out I was good at networking because I’m traditionally at the back of the room or working on code and maybe talking to a couple, but not networking all over the place.

So, I was at the stage where I didn’t really want to learn 57 new things, every couple of months. My head’s getting full enough and for something to go in, I think something else has to drop out at this stage, so I kind of decided I wanted to learn one thing, learn it well and I just looked at what was going to be the most productive thing, what gives you the best results, the most profits and just concentrate on that, rather than going in baby steps and learning system A, system B, system C and working my way up.

So that’s what I did. I’ve concentrated in that for a couple of years now. I’ve got a closed door [JV] group. I’ve been helping a lot of those guys with the webinars. Probably a lot of marketing people that are listening to this would actually know I’ve been helping them with their webinars and their conversions, figuring out how to tweak things and make them better. I’ve worked at a few private clients now and, of course, at the moment, my whole launch with Webinar Alchemy is ongoing and I’m bringing all this up to everybody else now.

Jo: So tell me, what is it about webinars? Why are webinars so powerful?

Steve: Well, I think, basically, it’s the trust that you bond with your audience and you build a trust with… these days, a lot of people are finding out for online marketing that… when it first kind of started out it was very easy to throw up a sales page and any kind of testimonials and people would just buy. But nowadays, people are becoming a little bit more wise to the fact that maybe some sales pitches are quite as authentic as should be and some of the testimonials might be fake.

It’s a lot more difficult for somebody to get on a webinar and talk for an hour and be fake, because people can… all of our communication is through how people move, how they speak. If you can see somebody, you can read the expressions in their face.

So there’s a couple of great things about that and it allows you to build this trust with your audience because they can tell that you know your subject matter. They can tell you’re an expert. You’re not just bullshitting. Can I say that? Yes, I can. [laughs]

Jo: Yes, it’s fine. [laughs]

Steve: And then, the other thing is, on a sales pitch, you’ve got to work really hard to get it to convert. You got to have all the psychological triggers, say the right things, pay expensive copywriters, have a designer make the page, blah, blah, blah. If you get it wrong, you’ve got to do it all over again. It can take a lot of money and a lot of time to re-do that.

Somebody has to rewrite it, tweak it, have the designer change the page, run some test traffic, see if it works, see if it converts, and it just goes on and on. Whereas, if you did a webinar, you just jump on. Nobody’s really expecting the slides to be Hollywood quality. In our marketplace, people expect the slides to be professional, but not like a work of art, like some sales pages have to be.

So you can generally do the slides yourself. You run the webinar. I talk to people. They can hear who you are. They get a feel for who you are and if it doesn’t pop the first time, it’s very easy to edit it for next time. You change your slides, you just change what you’re saying and there isn’t a whole bunch of expense or a whole bunch of time working with third parties to fix it. That’s what I like about them.

Jo: And do you think… what about webinar fatigue? I get asked quite a lot by people, “Do you think webinars have been done to death now, Jo?” What’s your thoughts on that?

Steve: Well, it’s interesting. There’s a couple of people right now that are kind of playing that angle and it’s generally followed shortly by, “Buy my new thing because this is the next growing thing.” It’s like, “OK. So you’re saying this is rubbish, so you can position your thing is what people need to buy.”

But, if you think about it, it’s like saying, selling in person is rubbish and is over. It’s nonsense. It’s how you’re using the tool. If you’re some sort of scummy ClickBank artist and you’re putting out garbage and you’re just doing pitch fests and you’re not giving any value, of course people are going to get fed up with you and your rubbish.

Or if you’re drawing on forever on your life story and build this whole rags to riches thing and don’t give people any value then, yeah, of course people get bored and they tend to drop off. But if you’re giving genuine value to the people that are attending the call, you’re teaching them stuff, you’re actually giving them useful information and then, there’s an offer at the end to help augment that or make it go faster for them or easier, I think it’s ridiculous to say that webinars are over.

A lot of people, especially in our marketplace, don’t realize that in IM, yes, you see a lot of webinars right now, because they work. That’s why everybody’s using them, because they work so well. They convert at double what sales letters or video sales letters are converting at. Their price points can be five, ten times higher than another product from a sales pitch and you can still make that sale because you’re developing that trust.

So it’s the tool and people are using it. When they use it correctly, you’re going to have amazing results. If you abuse it, you don’t know what you’re doing, then, yeah, you can fall flat on your face. For example, I’ve worked with some clients over the last year who’ve designed launches, who’ve designed webinars as part of that process and we’ll pull out six-figure sums on webinars quite easily.

Almost everybody I know that’s using them is generating at least these five-figure sums on a webinar, when they know what they’re doing and their marketing is good. Some other people… for example, I was working with John Sugar [SP] over the summer, helping him with his mailer millionaire webinar. This thing was cranking out. It got to the point where, even from one JV partner, I think it was $227,000 from one JV, from one webinar, with replays.

Jo: Wow.

Steve: Of course, as you know, you can run the webinar three, four, five times a week, however many times you want to sit down and do the webinar, so you can [run about] with as many partners. You can’t do that with any other medium. Regardless of what people say about how many clicks you’re going to get for one cent on Facebook, you aren’t going to pull $227,000 out of it.

Jo: No.

Steve: Yes, I say poppycock to that. [laughs]

Jo: Poppycock. Good. Also, what people need to remember is that the IM market is like a speck. You know, it’s tiny. Webinars may be quite popular in our niche, but I would imagine that across the globe there are hundreds and thousands of businesses that don’t even know what “webinar” means.

Steve: Yes, I think that’s what people don’t realize. Even in staying in marketing, if you look at the different niches…

Jo: You know, that will need help and assistance…

Steve: Yeah, definitely. If you look at dating or health and fitness, any other niches, hardly anybody’s using them. Some of the guys in California here I know, I’m helping them out do some webinars. They’re going to be in the dating niche and they’re moving into that next because they had a fantastic video sales letter, but other people are starting to copy it and it’s becoming less effective.

So now they’re going to move on to webinars and start doing webinars in different niches, so [T’s] enormous. It’s a blue ocean strategy. That basically means, if you take it outside of where everybody else is using it, you’ll have great results. I was on an interview last week or the week after, with Ezra Firestone, who has a lot of e-commerce stores specifically for older generation cosmetics.

He uses webinars in all of this e-commerce stores to great effect, not necessarily just for selling, but for positioning, for branding, for generating trust with the clients, for explaining what the product line is and the sales just go through the roof. So he’s used it that way very successfully. He’s also sold immensely expensive parcels of land in Uruguay via webinar. You just get the buyers and the real estate company to come on, give them a tour and show them the land and the plots and he’s made a lot of money that way.

Another example would be a friend of mine over in Japan, James Brown. James… I think he was in Tokyo for awhile and a couple of years back, he started doing webinars with a water filtration system. It was a very high-end Italian water filtration system for purifying your tap water. I think it was like 3,000 bucks and he came up with the idea that this would be a fantastic product to pitch to new mothers, because obviously, they want everything perfect and sanitary for their babies.

He advertised in all the baby magazines, all the online magazines for babies, [neat] people, blah, blah, blah. He generated over a million dollars in sales for a $3,000 water filtration physical product using webinars, because he can get on, explain the whole subject to people, garner their trust and go into great detail of why it’s good and how it works. The tool is immense. It’s fantastic, and so that’s why I do them.

Jo: Oh, I love that James Brown story. I love that. I tell you why, because I’m always telling my community, when they’re going out there and they’re selling their products or services, what’s so important is to know their market. They really need to know exactly who their market are intimately. The fact that James Brown went after a very specific target market and said, “I’m going to go after new mothers. This is my market,” it just proves my point. So that’s a brilliant story. That’s excellent. I love that.

Steve: Yeah.

Jo: So how do people get started, Stephen? I get a lot of questions from people who are like, “Jo, I want to do webinars, but it looks really technical and I don’t know what to talk about.” There’s this really big fear barrier that’s stopping them from moving forward and just going and doing it. So what’s your advice and how can people just start and get it off the ground nice and easily and simply?

Steve: Sure. Well, the easiest thing for people to do when they’re starting the webinar, obviously, is to go to somebody that knows what they’re talking about. Pick up a product or training course. It’s going to show you step by step what you need to do, so you’re not trying to reinvent the wheel, because I know some JV partners or some guys that have tried to do it themselves, it can take them months of trial and error before they get it right.

But if you have a blueprint or a proven strategy, that would make it ten times easier. These days the technology has gotten so much easier that you can literally set up a webinar in under five minutes flat, once you have the webinar platform, once you set up your user ID. I demonstrate this usually when I’m on a webinar now. I will, in under two minutes, I’ll sign up to a webinar service, I’ll schedule the first webinar and I’ll have the links ready to send out to somebody. That’s how fast it can be.

The other thing people worry about as well is talking. They’re very worried about doing a webinar and the great thing about that is, it’s not like a hangout. This is taking it to a new level, where you’re actually in front of a camera and you’ve got to worry about people looking at you and what you’re going to say. If you’re doing a webinar, it’s a bunch of slides with just you and a microphone in a bedroom or an office, wherever it may be.

You don’t have to have this huge fear of, “Oh, my God. Everybody’s listening to me. They’re just going to laugh if I fluff up a line.” I believe when you first started out with webinars, you had a few technical snafus along the way, but it didn’t hurt you now, did it? [laughs]

Jo: No. [laughs] No, it hurt my pride, probably, at the time but that was about it.

Steve: Yeah. So I’d say, it’s a bit like riding a bike. When people haven’t done it before they’re like, “Oh, I could never do that,” but after you’ve been on a couple times, OK, you might fall off and scrape your leg, but big deal. Then you get on and it’s second nature after that. Then the results, as I mentioned…

I was talking to you before the call, I did a webinar… I’m sorry, not webinar. A hangout, just a couple of days ago with another marketer and this was purely just like this one we’re doing now where it’s conversational. You’re talking about stuff. We’re not trying to pitch a product or sell people anything.

But just by purely putting that content together and putting it out and letting his listeners consume it and go, “Oh, actually, this is pretty good. He knows what he’s talking about and it sounds like a good product,” his conversions and his EPCs, his earnings per click, have doubled what any other marketer is doing right now on my launch, as of today. So it just shows you how powerful this stuff is at doubling it and then doubling it again, just because you’re getting to that stage where you have a connection with the audience and they go, “Hm, OK. He’s not a bullshit artist. I can trust him.”

Jo: Wow. That is incredible, isn’t it?

Steve: Yeah.

Jo: Talking about hangouts, where do you think hangouts now kind of fit into that webinar mix?

Steve: Sure. Again, that’s an interesting question that a lot of people say, “Well, aren’t hangouts the new webinars? Are we just going to forget webinars now and just do hangouts?” I would say no, not really, because the technology, the platform, isn’t quite there yet. There are some restrictions with it, things you can do, things you can’t do. A webinar for a structured sales presentation, where you have a lot of money riding on it that the technology isn’t going to fail you, is a lot better.

One of the big benefits, and this is getting back to what you were talking about earlier when you were talking about knowing and understanding your audience, being able to do a little bit of research, is that on a webinar you have a great amount of flexibility on how you can interact with your audience.

When you set it up, you can send them a survey beforehand, there’s questions and answers during it, there’s polls. People can ask questions by raising their hands. At the end, you can have an exit survey as well and then, after you’ve run your webinar, you can run a bunch of reports, which will give you statistics on how the webinar went.

It will show you the peaks and troughs of interest, where people dropped off, how many people were [inaudible 00:20:00] questions. Then you can analyze that and figure out, “Well, how can I make this better?” So if you were doing an hour presentation… Excuse me, my earpiece is acting me up.

If you were doing an hour’s presentation, everybody drops after half an hour, you can look at your presentation and go, “Well, I must’ve been pretty boring at that point, so I’ll swap that out with something else.” On a hangout, you don’t have any of those tools. You can’t analyze that kind of stuff and there isn’t really a mechanism for having a very easy interaction with your audience.

Right now in a hangout, you’ve got to go across the YouTube and then try and monitor two screens and type things in. If you’re in a sales environment… which this isn’t right now, this is just us chatting. But if you’re in a sales environment and you’re specifically there to demonstrate a product and to sell it, that’s all very distracting and it’s not the best way to do things.

Also, you can’t push out a URL to your buyers on a hangout. For a lot of people, they’d much rather just click on a link and be taken to a sales page to buy, than having to remember what your URL was and type it in and hope they didn’t make a typing mistake.

So right now, hangouts have been used most effectively as almost a [book ending] tool, where you would use a hangout for additional interviews or [master class] information around a webinar, just to get more interest and more trust involved, so when you funnel people into the webinar itself the results are even better.

There’s a very good friend of mine, David Spragg [SP], over in Florida, who’s been doing this very successfully. I think over the last year, he’s run this multiple times on webinars and he’s having six-figure webinars as an affiliate with other people’s products, just by using this technique. So it’s not his product.

He’s just sending his list to somebody else’s product as a JV partner, as an affiliate, but because he’s taking to the time to do a little interview, sending them to the webinar and then, doing master class afterwards, this kind of combination of mediums is just sending his result through the roof. He’s getting easily, four, five, six, seven times more than other marketers that are just doing straight webinars by themselves. Powerful stuff.

Jo: Wow. So that is very powerful. Just staying with that, can you just explain to the audience that kind of affiliate webinar strategy? A lot of people will be sitting there thinking, “I really want to be an affiliate marketer.” I have a lot of my audience that are really interested in doing that and just talk us through how they can use webinars as an affiliate strategy.

Steve: Sure. Well, a lot of people use them very effectively in product launches because, if you’re… let me take a step back, first of all. As an affiliate marketer, what you’re going to be doing is capitalizing on somebody else’s hard work. So you don’t have to go out and make your own product and do your own sales page and have your own technical support and your help desk and blah, blah, blah.

You’re going out and finding quality products that already converts very well, that somebody else has done all the hard work for. Then when you promote that, you’re going to get 50% of the profits. It’s pretty standard. Same thing when you’re doing a webinar.

If you’ve got a list, you can generate a list and send that traffic to somebody else’s webinar, you will just be acting the host, like Jo is right now with this. The marketer niche, for example, would come on, do their presentation, show the product, make the pitch, do all the hard work and then, you just split profits.

So for somebody who’s just starting out and isn’t really sure, “Oh, do I have to be an expert? Do I need my own product?” you don’t. The things that David has been doing… he did one presentation… I think it was a $997 product that he’d never ran through his list before, used the strategy session, sent his list to the webinars and the hangouts for somebody else and he made well over $200,000 doing that with that..

It wasn’t even his product. He didn’t have to do the hard work. Then webinars are also great for building a list as well. If you don’t have a list [inaudible 00:24:01] presentations, you bring people on for free. You build your list that way. This is a great way for getting started with your list. Then, once you actually have a sales presentation as well… say, for example, you build your first webinar and it’s doing pretty well.

You get other JV partners to run your webinar, you split the profits, you make money that way. Then you can say to other people, “Hey, I’m building my list. I’ll run your webinar,” so it’s like a win-win situation for everybody, because you’re actually getting more people on your list, which is all the other buyers and the registrants from the other person’s list. You’re splitting the profits and then, you do the same with their products. When you get to that stage, it just starts taking off exponentially.

Jo: So can you do webinars if you have no list?

Steve: Yes. I believe your setup would be the fantastic case study for that, when you were doing your initial webinars. It was a Facebook app, wasn’t it, that you were giving away, way back in the day?

Jo: Way back in the day, yeah. My hundred dollar build-a-Facebook- fan-page app. Yeah, my first couple of webinars I had, like, 20, 30 people maximum on the webinar. Thank goodness, though. Thank God, because the webinar was sort of an absolute disaster. [laughs]

Steve: That’s not bad for being your first one.

Jo: But, yeah, so what you’ve just described though, Stephen, is awesome, because what you’re saying is you can essentially… as an affiliate marketer, you can go out and use webinars to sell other people’s products to your list. If you don’t have a list, you can use webinars to help you build your list.

Then, as you grow, if you then decide to create your own product, you can, A – use webinars to sell your products and use webinars to approach other affiliates and get them to sell your products for you. So it’s pretty much win-win-win all around. Webinars are incredibly versatile and can be used in all areas of your marketing strategy.

Steve: Yes and even the guys you’ll see on the forum spaces are with lower ticket front end products. Unless you buy it, you want to see the actual funnel itself, but I’ve been helping a lot of guys out with launches in that space over the last year. If they’re launching anything up to 27, 47, even up to a $97 product on the front end, once you get into that funnel, which is basically the products that they’re going to sell on the back end, it may go up to 100 or $200 by a sales page.

But at the end of that funnel, there will always be a webinar, as well and that’s where they’ll go for the high ticket price sales, which would generally double the revenue on any kind of a launch. Even though you might not see them, there’s a webinar in there all the time.

Jo: Now I want to talk to you about a really specific webinar strategy. I was in your Webinar Alchemy product the other day, which I have to say is absolutely chock-a-block full of information… I went in there and thought, “Wow. There’s just so much stuff in there. It looks brilliant.” I know that you have been working on it for a really, really long time.

Steve: Oh, yeah.

Jo: Yes, there’s loads of information. So I’m going to talk to you about that in a sec and I want to ask you about a very specific strategy you talked about in there, which really piqued my interest. I thought, “Oh, that’s good.” I thought, “That’s really good. I’ve never done that. I’ve never used a webinar in that way.”

But before I get to that little point, I do just want to ask you quickly about sales pitches, because I know lots of people really struggle with sales pitches on webinars. Even I, after all this time of doing them, three years… even after some serious successes with sales pitches… I mean, I’ve done six-figures now on a few webinars now with sales pitches that I feel uncomfortable.

I just don’t find that they flow really easily for me. One of the things that I’ve always kind of disliked on sales pitches on webinars is the whole kind of, “It’s worth 85,000 bucks, but today, for you, you can have it for $97.”

Steve: Yes.

Jo: When you talk to people about putting webinars together, what are some of the sort of great pieces of advice you give them when coming to the sales pitch section?

Steve: Sure. Well, again, it depends where they’re at in their webinar career. A lot of beginners… is really exactly what you were doing because when you’re starting out and you’re a bit nervous about doing a webinar and then you got the extra pressure about, “Oh, I’ve got to do a presentation and pitch at the end. I’ve got to try and sell stuff,” you’re giving yourself too much of a hard job to begin with.

So for beginners, I would suggest that they really don’t do a pitch at the end. Do some content-only webinars. Get familiar with presenting. Get familiar with the setup, the technology. Get into your flow. Then, once you’ve done that a few times, you’re building up the audience. They’re trusting you, they’re liking you, they’re getting value, so when you do get around to pitching something or trying to sell them something on another webinar, they’ll be much more receptive to it and you’re much more calm.

What I try to tell a lot of my students and clients when they’re doing the actual selling [inaudible 00:29:01], “Just make sure you’re doing it ethically.” There’s a lot of people that will make up all kinds of nonsense about, “Oh, there’s only five copies available. Buy now.” It’s like, “Well, it’s an electronic product, you silly person.”

Jo: [laughs]

Steve: So, trying to tell people there’s five copies and we can’t sell any more than that is just BS. I’ve seen some guys and I’m not going to mention their names, because I get into enough trouble for that already, that will do this kind of stuff. They’ll go, “Oh, all 20 are sold out.” Of course, all they’re doing is building the scarcity so people are like, “Oh, damn. I can’t get in. I’m not in.”

Then they’ll have one mysterious refund or somebody’s transaction didn’t go through so, “There’s one copy left. Buy now.” You’re just watching that going, “Oh, just get me into the shower now. It’s just nasty.” There’s some unethical guys that will pull a lot of that kind of nonsense.

You definitely have to use it as an event. You have to get people a reason to buy now, but you can do it very ethically. The whole reason that webinars are successful is it’s a marketing event. You’re getting a special deal. You’re getting a special offer or a price or some kind of special bonus that you don’t get on a normal day-to-day basis and if you go to the website, you can’t find it or it’s a higher price.

So you do have to have some element of “buy now” for this reason in there. Like I say, that could be, for example, a discount for the first ten buyers. You could be giving a master class training to the people on the webinar itself. If you have got any kind of one-on-one or time intensive bonus components you offer, then you can say ethically that, “Yes, this is limited to the first 20 people, because I’m spending an hour with each of you to help you set things up. Obviously, there’s only so many hours a week and I can only do it so many times.”

In that situation, yes, [inaudible 00:30:48] 10 copies or 20 copies available and you can ramp up the pressure for buying. Just don’t make stuff up. There’s enough of those nasty marketers that, hopefully, we’re getting rid of these days out there. So, just do it ethically. There’s lots of ways to do it. We cover a lot of that stuff in the training that I do. Yeah, it can be done the proper way. And I’m going to buy a new headset. [laughs]

Jo: I was talking to… sorry. [laughs] That’s OK.

Steve: I’m just getting another call.

Jo: I was talking to a very experienced young man the other day, a very intelligent and clever young man, recommended to me by, none other than Stephen Renton, who told me, “Go and chat to this guy, Jo, regards copywriting.” Anyway, so I’m talking to this chap the other day, fantastic guy and we were talking about video.

I was saying to him, “Could you write me some scripts for some videos to go on a couple of sales pages that I’ve got?” He said, “No. No, I don’t need to write you scripts for your videos. You record your videos. You’re great on your videos.” “No, no, no,” I said. “I don’t want me on my videos. I want proper, professional-made videos.”

Anyway, he came back to me with this whole message that I must read Robert Cialdini’s Power of Influence, and he mentioned another copywriter, who I can’t remember his name now, Gary Benvarcini [SP] or something. He mentioned John Carlton. He said, “All of these guys talk about the power… one of the biggest sales conversion powers out there is the power of authenticity, is the power of openness, and honesty and frankness.”

Apparently, these guys say it’s one of the strongest conversion methods out there for any copy, is that power of openness, honesty and frankness. So what Stephen’s just talking about with your… if you are going to go and do some sales pitches on your webinars, is don’t do stuff that you don’t feel comfortable with.

Don’t come out with sayings or quotes or something because you’ve heard somebody else do it and you think you should, because the highest-converting webinars I’ve ever done are ones where I’ve dropped all of the rules of what a sales pitch should be and I’ve just gone out there and been me and said, “Look, I’ve got this product. This is what it is and I’d really like you guys to come on board.” That power of authenticity and just being open and honest goes beyond anything else.

Steve: Yeah, definitely. You don’t want to be another “me too.” People have seen enough of that. That’s when things really work well with marketing, when it’s something fresh, something original, it’s not stale or regurgitated. So that’s what people appreciate. Again, that’s why, at the moment, hangouts are starting to become so popular, because they do have that novel, new freshness.

For the guys that are talking about, “Oh, webinars are dead and over,” forget that. But hangouts are a new kind of version of that, so when you combine them with you’re combining them with your webinars and your sales presentations and with your hangouts, as well, it’s bringing that whole new element.

You can see what Jo’s doing, you can see what I’m doing, you can see the backgrounds. I desperately need to find the guy that designed these earpieces and go and smack them across [inaudible 00:34:06]. You don’t get that on a sales page or anything else.

Jo: [laughs] You need a pair of Logitechs. I’m telling you.

Steve: I’m trying to be professional. A friend of mine told me to go and get those in-ear things and, of course, he didn’t mention it drops out every 35 seconds. I’ll be scratching my ear like I’ve got something in it all through the call.

Jo: One of these days, I am actually going to get a mic and not have headphones on my head. I’m sure people think I was born with these headphones implanted on my head. Anyway, Steve, and I just want you to talk to us. As I said, I was in your Webinar Alchemy and I was watching one of your videos and you described a message.

You had a video all about the different methods of webinars and you described the method, which you called your psychic product creation method. I just thought, “God, that’s awesome.” I wonder if you… I know we’re kind of plucking a bit out of your course here, but I wonder if you could just spend a couple of minutes just telling us what that is because I thought it was a great strategy, really good and I’m going to start using it myself.

Steve: Yeah. That is a good one. Basically, when people are starting to figure out what they’re going to create a product on, especially when they’re starting out, it’s very easy to get wrapped up in the idea that your product is going to be the bees knees, and everybody’s going to love it and everybody’s going to want it.

Unfortunately, you can spend quite a lot of time under that presumption, building this awesome [dancing] product and spending a long time justifying that, but actually, nobody really is interested in that. It wasn’t really hitting the mark and the desire of the marketplace or the demand isn’t there for it.

The psychic model creation method was, basically, a way to get around that and be able to do some intel with your audience first and see if they are interested in it. This is something that Robert Stooks [SP], who’s one of the guys that came to me last year… Robert works in [Daredevil Marketing] and he’s doing very well with Ryan McKinney [SP] now, but when he came to see me last year Robert was…

He was doing a few things with his webinar. Some of them weren’t popping quite as well and I worked with him. We were looking at this particular method where, rather than create the whole product first, you would put out a webinar on the subject to your list or to your audience and say, “Hey, listen, I’m giving this presentation on,” say, for example, “ways to SEO your website with a new Twitter method.”

Obviously, I’m making it up off the top of my head here. You can put that out to your list and then say, “Listen, we’re going to give this presentation. We’re going to give great content, blah, blah, blah,” get everybody on the webinar, see what the content is like, deal with the interaction, get the questions and answers, get the service happening, see what people think about it, what the biggest questions are.

Do they like it? Do they not like it? Would they want to do further training? Then, you can do an offer at the end of the presentation. There’s different ways of doing it, but the way that Robert did it last year was very successful. He would pitch them on, I think it was a five or six-week course on that subject matter.

He’d give the free presentation, teach them a bunch of stuff and say, “Hey, listen, I’m going to actually do a product now with a six, seven-week course delivered via webinar on this. So if you guys want to learn how to do this…” and I think his particular one was on product creation, funnily enough. “Then sign up now,” and I think the price point was $497 and then, you go ahead over the following number of weeks, doing your webinar every week with your list and then, you deliver the product.

You hadn’t actually made it beforehand. Obviously, you have to have an outline of what it’s going to be, so you can talk about it intelligently on the webinar, but all you’re doing is planning out what the product would entail, not actually doing the work. Then, you pitch it to your audience. You get to see if they’re interested enough to buy it.

If they are, then you go ahead and you make it and you deliver it, instead of doing it the other way where you could be standing months and months and months to develop something, pouring your heart and all your expenses and your money and your time into it and then, find out that that wasn’t the right one to be doing.

So Robert did that last year very successfully. He pulled in about $40,000 in his first three webinars, delivered the course by a webinar, recorded the webinar sessions and packaged that up into a course, that’s now finished, that he can sell without actually being on webinars. It’s pretty much a genius model, I think.

Jo: Absolutely brilliant. I loved it. I just thought, “Gosh, that is absolutely fantastic.” Yeah, I’m looking forward to implementing that into my strategy. Anyway, what I want to do now is talk about Webinar Alchemy before we go, Stephen, because I have been in there the last couple of days and there’s a lot of great information in there and some great software, as well. I couldn’t believe the different apps and things you’ve got in there and all the interviews you’ve got with people and I’m in there. There’s a little interview with me in there.

Steve: Of course. [laughs]

Jo: [laughs] Yeah, there’s just loads of stuff in there. So can you just talk to us a little bit about Webinar Alchemy, because you have spent a long time putting that together, haven’t you? It’s been a bit of a passion.

Steve: Yes. Yeah, it’s interesting. This goes back to when I actually started in IM and it’s one of the reasons that I do share all my contacts, as you mentioned and connect people, because when I first started off, I worked with this mentor guy, moved on because that wasn’t working so well and then, I was going to a lot of mainstream IM guys, the big guys, the trustworthy guys.

You would be asking for referrals and half the time, people wouldn’t want to tell you who their designer was or who their copywriter was. It’s like, “Oh, that’s my secret. If I give it away everybody could go and do what I’m doing.” It’s like, “Really?” So I got some recommendations from copywriters and some video guys and page designers. A lot of them didn’t work out.

I spent a lot of money. I wasted a lot of money and I got shafted for a lot of money from that. That’s when I kind of found my way into the forum space. I know the big name guys in IM will knock forum space badly. They say, “Oh, it’s all junk. It’s garbage,” or whatever, but the people in there have some real integrity, I think, because it is very much more an open-minded environment.

Not open-minded. It’s an open environment where people will talk freely if somebody is doing unethical things or ripping somebody off or scamming. They’ll talk openly, they’ll share exactly who they’re working with, who the guys were that did the sales copy and the letters and stuff. That’s really well.

So, over the years, I started with Webinar Alchemy. It’s taken me more than a year to put this thing together because of some of the technical setbacks and problems with some of these people I was working with. It took a lot longer than it should’ve done, but it’s been my driving passion to put this together, to be the best thing possible.

I’ve been working, as I mentioned earlier, with a lot of the guys in my JV group, teaching them how to do webinars that I’ve been having incredible success and just helping them fine tune and tweak their presentations, their replay sequences as well, which is where you will send out replays of your webinar to your list. There’s certain ways of doing that where you can almost double your income when it’s done properly.

So there’s lots of little tweaks and techniques. Over the last year or so, I’ve worked with probably most of the biggest webinar guys in the industry, helping them with their webinars, brokering the webinars, being involved in all different kind of JV aspects, so I’d say I’m pretty well connected on the webinar scene.

I just wanted to put this product together and make sure that it’s a one-stop shop for everything that you need to know about doing online events. There’s nothing worse than having to go and buy one product and then, finding out it’s only part of the puzzle and you got to get something else and something else.

So, as you mentioned, there’s a lot of stuff in there and that shouldn’t be daunting to people because you don’t need to learn it all or use it all at once. But when you do get in there, it’s going to have everything you need. There’s guys that I know that have generated five and six-figure webinars from that information.

Robert, who I mentioned earlier, he teamed up with Ryan McKinney [SP], went on to do a water webinar through Daredevil Marketing last year. From that initial $40,000 dollars he made, they did $240,000 using webinars alone in their business last year. Again, that’s just using the strategies and techniques I was talking about, where once you get rolling with your first webinar that works, you’re building your list.

Other people will do the webinar for you because it converts. You split the money, then you’re on their webinars, you split the money and your list grows and grows and grows. So that’s from zero to $240,000 in a year. You can’t really tell me there’s too many other techniques you’re going to do that kind of money with. So, yeah, just…

Jo: There may be a lot in there, but it’s all really well organized, so you’re able to… when I went in there, you can go in and there’s the first section, which is the basics. It’s webinars 101 and it takes you through exactly how to… your first steps. That’s what I really like. You take people through the first steps.

This is exactly how you’re going. You set up a webinar and you take people through their first webinar and you show them some different webinar methods that they can put into practice and all the rest of it. Then you take them through to the next stage. OK, now let’s get into a little bit more advanced stuff. Let’s talk a bit more about the content and a bit more about how you’re going to present the webinars and all this kind of stuff.

Then you take them into even more advanced stuff. Now, let’s get… you don’t need… you only need the first couple of bits to get off the ground and then, as you’re practicing, you get into the more advanced stuff. Then, you’ve got the big section with software.

You’ve got apps and things that people can use to help them with their webinars and then, you’ve also got the experts and all of that kind of stuff so that people can listen to different interviews or the experts and get inspiration of how to do things. Then you’ve got, obviously, I mean, there’s loads of bonuses in there as well. I was… you can tell I was really impressed. I was blown away when I went in there. I thought, “Wow.” [laughs]

Steve: Thank you, Jo.

Jo: It was amazing.

Steve: Yeah, we’ve got a lot of nice feedback from people that have been buying into that after all this time. It’s funny because, as a [lot] manager, I’ve launched so many products for other people over the last year. When it’s come to my own launch, it was like, “Oh, what happens if it doesn’t work and the people don’t like it? I’m going to look like a real idiot.” But, of course, that’s just your own mind running in circles.

Jo: Yeah, you had some fear. Yay. [laughs]

Steve: Yes, I did. All my big JV partners are going, “Stephen, get your product out.” I’m like, “No, I’ll just launch this for somebody else.” Like, “Stephen, get your product out.” So, eventually, I’m like, “Okay, I’ll get my product out.” Like everybody else… I’ll stay on the camera here going, “Don’t be scared. Go and do it.” I was. But it’s working great.

It’s going great. The business is going to just go to the next level and I will not be launching for anybody else. I’m just realizing now the amount of work and effort that goes into a launch and the long term revenue and the long term benefits of doing your own stuff.

Jo: Yeah.

Steve: So, yeah, I’m not always a genius. I was dumb enough to do it for everybody else for a year, but at least I got the great experience and know exactly how things work during that process. But, yeah, you’re going to be seeing products from Stephen Renton from now on, not from anybody else.

Jo: Good for you, good for you. Well, I mean, it is a great product. If you want to have a look at Webinar Alchemy, then all the details are below this video, all right. So you’ll be able to go down below and get further details about it and see what it’s all about and all of that kind of stuff. So, good stuff.

All right. Well, just before we go, Stephen, I do always like to end the session by asking my guest… I always forget to warn my guests I’m going to ask this question. [laughs] Every time I put them on the spot and they go, “Oh, OK.” [laughs] I really ought to put this in my pre…

Steve: I can always pretend there’s a bad… “Sorry, can’t hear you, Jo. It’s breaking up. I can’t hear you. Nope. She’s gone. What can I do?” [laughs]

Jo: [laughs] So I’m going to put you on the spot slightly and just ask you. I like to end these sessions with something inspirational. So what I ask you is, through your career, has there been a book that you have read, a film that you have watched, a person that you have followed, a quote that you perhaps once heard, anything, kind of that’s really inspired you along the way that you can recommend to our audience?

Steve: Yes, that’s actually quite an easy question, because I was talking about this the other day. Phew. I was getting quite worried there. [laughs] Yeah, it’s not really related to marketing. You did mention Robert Cialdini’s book. I cannot pronounce that properly.

Jo: Cialdini, yeah.

Steve: Yes, that’s a fantastic one that people should always read on influence. But the book that’s probably had the most influence on me was, actually, a really old hippies book from the 70’s. I believe it was called Zen and the Art of Motorcycle Maintenance. I actually talk about this during my webinar.

It’s not a book about motorcycle maintenance. It’s, basically, trying to define what the concept of quality is and this guy goes on this big, long rambling story through a trip across American and into all the history of the Greek philosophers, trying to define: what is quality? Basically, that’s what I’ve kind of determined as I’ve gone through my business and my life.

If you try and do things with quality, as in you’ll bring… you’ll deliver quality to people in your marketing… the people that are around you, if you give them value, if you give them quality, it all comes back to you ten times. I think that’s probably one of the most influential books. It was a fantastic read. I loved it.

This story is great. I’ve read it about ten times. All of my close friends have been given the book for Christmas or birthdays or whatever. So, yeah, Zen and the Art of Motorcycle Maintenance, defining what quality is. If you go out to create products of quality, you deliver value and quality to your audience, you treat them well, your business is just going to grow exponentially. So that would be my tip.

Jo: Fantastic. Thank you. That’s awesome. OK, well, guys, underneath this video will be a link where you can go and connect with Stephen on Facebook. There will also be a link so that you can find out more details about his amazing product, Webinar Alchemy.

I’ll also put the links for The Power of Influence, and Zen and the Art of Motorcycle Maintenance, so that you can just go straight through and have a look at some of these things that we’ve talked about today. For me, that’s it. Stephen, it’s been awesome to talk to you. I’ve really enjoyed it.

Steve: Yeah, and great to use this technology to actually see you for the first time. [laughs]

Jo: I know. This is what I look like. [laughs]

Steve: I think it’s great, as well, that I get to be in the middle of the day and it’s all sunny and I’m rested and you’re up in the middle of the night.

Jo: [laughs] That’s the joy of… I don’t know why I picked Thailand. 90% of all activity I do is in the US and I have to get up at like 3:00 in the morning to be able to speak to anybody. [laughs]

Steve: Slight flaw there. [laughs]

Jo: Yeah, definitely. Anyway, not to worry. I’ll be in the US soon. Soon.

Steve: Good.

Jo: OK. Well, ladies and gentlemen, thank you very much for joining us. I do hope that you have enjoyed this fantastic episode of Mind, Money, and Marketing. Stephen, you are amazing and you’ve been a fantastic guest, and thank you for all of the knowledge and the advice that you have given everybody today. For me, I will see you, everybody, next week. Buh-bye. Thanks, Stephen.

Steve: Thank you very much, Jo. Thanks for having me. Thanks, guys.

[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! :)

Mind, Money & Marketing Show – Episode #8 – Creating Your First 5 Figure Month with Tina Sibley

This was a proud moment for me. Interviewing one of my very own students who I have watched grow and develop and learn and grow more over the last couple of years.

Tina is an absolute joy to work with. She has a bubbly and vivacious personality which just lifts anyone who happens to cross her path and she is a prime example of the kind of grit and determination needed to make this business work.

If you’re working hard to grow your business and have moments of doubt then this interview will inspire you to keep going as you CAN DO IT! :)

Get More of Tina Sibley

Find Tina on Facebook
Tinas Blog
The Online Speaking Academy

Favourite Quote

With the whole way that the internet is going, opt in pages are OK, great, fab. Sales pages are fab. But it’s that relationship building that counts and there’s nothing that builds a relationship better than webinars.

Download the PDF

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Read the Interview Here

Raw Transcript of the Interview

Hello ladies and gentlemen, how are you doing? Jo Barnes here and welcome to another session of mind, money and marketing.

[music]

Today we’re talking to the very lovely Tina Sibley of…is it webinar Diva Tina? Can I just double check, is it Webinar Diva? Yeah, Webinar Diva.

Tina: Yes, absolutely.

Jo: We’re going to talk a bit more about that as we go through. I wanted to have Tina on today’s show because Tina and I have known each other a while now. Tina, I think, started with me a while ago as a Social Network Academy member.

We obviously have grown to get to know each other and more recently, last year in 2012, Tina joined myself and my friend and business colleague, Jared, on a new coaching program that we launched and so we worked very closely with Tina on her business and very recently, Tina had her very first five figure month which is super exciting.

What’s going to be great about talking to Tina this morning is grilling her all about what it takes to begin to make those all-important sales in your online business.

Welcome Tina, how are you doing?

Tina: Thank you Jo, I am doing tremendously, thank you. It is such an honor to be here with you, it really is. I’m super excited.

Jo: It’s just gone five, quarter past five in the morning here in Thailand and it’s 11:00 or quarter past 11:00 at night, is it Tina, in Plymouth in England.

Tina: That’s right, indeedy. I’m a night owl so that works well for me.

Jo: Yeah and I’m a morning person, so absolutely. I’m not your typical internet marketer. Come 9:00, I’m in bed. That’s me done for the day. Tina, tell us a bit about yourself. Tell us a bit about your career pre-beginning a business online and what lead you to the point of starting your online business.

Tina: Well, basically, what lead me to start being online was, quite simply, the bottom had dropped out of my market. I became a freelance trainer and a coach. Went off and did the whole the NLP practitioner. Got really excited about that.

Did my master practice in that and then somebody said, you’d make a great coach. And I thought, what a fabulous way to earn a living through making other people’s dreams come true and I’d already done all the business.

I came from, previously came from a corporate background. I had got an HR degree and all of that malarkey and initially, when I first went self-employed, crikey, back in 2000 now…oh, is it really that long ago?

Back in 2000, I was an associate freelance trainer and I was making really nice money and I thought, yeah this is the way to go. And then with that horrible recession word and all the corporate people that I was training with, they started slashing budgets and taking, you get that dreadful conversation, oh we’re doing all our training, coaching in house now.

I just found that, also along the way I was kind of pretty much a generalist. I learned that to be successful the people that were still making money and being successful were the ones who specialized. I started getting involved with speaking. Again, while I was at my coaching program, somebody said to me, “You’d make a good speaker. Have you ever thought about speaking other than just training?”

I joined Toast Master’s and I got all involved with the professional speaker’s academy and went on all the training courses I could get my hands on. And that was me. I think the truth of the matter is, Jo, I would have loved to have been some kind of rock goddess.

You know, I would have loved to be on stage strutting my stuff because, let’s face it, I like an audience. It wasn’t always like that. Actually, many moons ago, I was actually too frightened to speak but I think my confidence grew and developed.

I would love to have been a bit of a performer but the truth of the matter is, I can’t sing a note, so the opportunity to be on stage and get applause without having to sing was kind of quite appealing. And I loved it.

Then, I kind of found that because I actually had to overcome a fear of it and I noticed that loads of people were saying what a big deal it was for them and I started helping people and I really, really loved it. I went, “This is it. This is my passion. This is for me.”

But I was struggling like anything to make enough money with the offline business and I’d come to the conclusion that I was fed up anyway of chasing around the country looking for work and locally, as much as I adore Plymouth, Plymouth is a fabulous place to live…it’s not really got the massive vibrant business community and economy. It’s really quite small.

I just wasn’t getting enough to live on. So, I was faced with the choice of either having to move to a bigger city and I considered moving to either Bristol or London and my heart sank. I’m really super attached to the sea. If I’m not within a two minute walk of the sea or preferably having it outside my window, I just kind of…just go into a complete flat spiral and just the thought of moving to London just filled me with dread and then, somebody told me about, well, why don’t you take your business online?

My first reaction was, well how stupid is that? It was like, well, surely I have to have a… if I’m going to teach public speaking and presentation skills, I need to have to have a room full of people. I need to have bums on seats. Then, a long story short, I started thinking, well, if it’s a way that I can stay living where I am and living where I want to be.

When I first got my, the first ever program that I invested in I just kind of looked at it and I went, this is it! I burst into tears because I was so emotional that I’d been scrambling around in the dark and then suddenly, I went, this is it.

It was that concept of not actually, the old fashioned training and it’s just selling your knowledge and not your time. I’d never heard of that, I’d never come across it and it was just like a complete revelation to me.

It’s been slow, as you know, but finally it’s happening. I’m like pinching myself. I can’t quite believe that it’s…it’s just completely changed my life, and I can see….

Jo: How long ago was that, Tina? How long ago was it that you got that first program?

Tina: It was almost three years ago. It was probably three years ago, right now. And I’ll tell you what happened. I remember vividly. So if you’d been with me, you would have been sat in my bedroom. I was at that stage. Talk about the lowest of the low. Kind of, I had got to a stage where I couldn’t even afford my own apartment.

I was living in a bedroom in a shared house. It was damp, it was horrid. I hated it. I was sharing with a whole load of other people and having to share bathrooms and kitchens and that kind of stuff, which I hated.

I remember I was waiting for some feedback. I had been coaching a guy up in Aberdeen and he was a big wig in the gas and oil industry and he’d had to speak at a big conference and I wanted to know how he got on.

Finally, because although he left the day with me I saw all of that to me is no measure. My measure is how you did on the night. And I got the phone call to say it was amazing. And I just put down the phone after hearing he was so incredibly happy, it’d gone really, really well.

I put down the phone and I just burst into tears. My partner was with me and he said, what’s the matter, didn’t it go well? I said, brilliantly. He says,well why are you upset for heaven’s sake? I just said well, and I’ll clean this up a little bit, but if I’m so blinking good, why am I so blinking broke?

That was the transition. That was pretty much three years ago it and it took me until Christmas. It was Christmas that I, between October and Christmas that I found out about the internet and I actually signed up for the program just before Christmas and it just set me on a completely new path which I’m very grateful for.

Jo: Can you remember what program that was? Can you say that out loud?

Tina: I can. It was a program by Bernadette Doyle [SP] and it was called Stepping Out. No, it was Stepping Up, Stepping Up. It was just my first foray into it and I’m very grateful for it just beginning to open my eyes up and putting me on that path. So that is something I’ll always be grateful for.

I think if I’d have found the SNA instead, I think I would have kind of shortcut a few places and maybe, not have spent as much, but I have to say it was, it opened my eyes up, it put me on the right path and I’m very grateful for it.

Jo: Nice. Can I say absolutely…don’t they say something along the lines of, when the student is ready the teacher will appear?

Tina: Absolutely.

Jo: Yeah and certain programs and things will kind of drop into your lap to open the doors and open your eyes to all the possibilities that are out there, so it’s phenomenal. So tell us a bit about what’s happened over the last three years, then Tina. Obviously, running an online business is no easy journey, as many people would love for it to be.

Tina: Oh, I wish.

Jo: Talk us through a little bit about some of the ups and downs over the last three years.

Tina: Well, once I…the first thing that really opened by eyes was when I went to Bernadette’s conference in January of 2000 and…what would that be, ’11? The thing that really I started to understand was how many people were out there who were doing this kind of stuff and how much money individuals were spending.

I kind of, the first few programs I invested in I think to be honest, I tried it…and maybe, I don’t know, maybe we were encouraged or maybe I just read into it. I think my biggest mistake was I tried to run before I could walk and I remember really being encouraged to do our very first webinar which would launch a program which was going to cost 997 pounds, bearing in mind, that I had no list.

I mean, six months previously I’d never even heard of an auto responder, let alone, what? How do you do that? So I had no list, I had no clue, I had no Facebook page, I had no idea. No clue.

Yet here I was just trying to follow a template and think I was going to run a webinar and I was going to sell 20 programs at 997 pounds. I don’t think any of us on that particular program sold any…well, actually, I think there were about 100 of us. Two people sold something.

I think again, it was just being too ambitious too soon and not getting to understand and not getting to grips with the basics. I think the very first thing is you have to really do your homework on the basics and without that. nothing happens. It was like building that proverbial castle on sand, quicksand as well.

It was so disappointing. I was gutted. I thought this was going to be my lifesaver and it didn’t happen. But I think one of the things it did give me was hope. Because I could tell as we were going through the process, I started to get the gist, hang on a minute, this isn’t failing because of me, this is failing because of the model.

I could see that actually, what we needed to do was build a following and sell lower priced products and all that kind of thing. And then I kind of wandered out into the wilderness thinking, well now what?

[laughter]

Jo: Actually, it’s funny you talk about that because I remember in my…oh gosh it was my first year, I think, of internet marketing, I’d had some very small successes with one of my smaller programs. I hadn’t yet sold the SNA, it was pre-the SNA and I’d just sold a couple of products that were like $27.00 and $47.00.

I was just kind of really breaking my teeth into the business and I was invited to go and speak at an event in New Zealand in Auckland and the guys wanted me to sell a product and the minimum price point I could put on it was $2000.00.

I remember getting onto the stage and I had no confidence and actually, at that point, that it was more about me than the system because on stage selling definitely works. But I was not ready to sell a $2000.00 product. I didn’t have the confidence, I didn’t feel I had the experience.

It was all about my own insecurities, really, and my own lack of…insecurities that what I’m looking for. My own lack of feeling about whether I could deliver something that was worth $2000.00 to all of these people, you know. Of course, out of all the people that were speaking that weekend, the only one that didn’t make any sales whatsoever was me.

[laughter]

But you know, fast forward three years and I could go on stage now and sell something for $2000.00 and I could probably do it very confidently. So it’s interesting that you say that. Do you feel that perhaps with a bit more confidence and a bit more experience behind you that to go and do something…I mean it’s funny actually because recently I interview a guy called Minesh for one of my money marketing shows a couple of weeks ago. I interviewed Minesh.

One of the very first times I met Minesh, we were talking about this very issue. Whether or not you have the confidence to sell at a high price or actually, whether it’s something that you grow into and one of my pieces of advice for beginners online.

I’d love to know what you feel about this, Tina, is that if you go out there and put too much pressure on yourself as a beginner online, if you go out there and start to say, I must sell that at $1000.00 or $500.00 or $2000.00, then you put up so many barriers to your possible success because you’ve got to break through so much of the comfort zone to get there.

Yet, if you take all that pressure off yourself and you just say, you know, it doesn’t matter. I’m going to go and sell something for $7.00 or $17.00 or $27.00 because all I want to know right now is how you do it.

Tina: Absolutely.

Jo: What’s the system for doing it? How do I break through and then, once I got the system down and I know what I’m doing, then I can take it to the next level and the next level and the next level as my confidence grows. What’s your thought on that?

Tina: Absolutely. 1000% agree. Because for us, one of the reasons I say I think it was the system is because we were taught kind of what to do. Yeah, go and promote yourself on social media, get on Facebook, get on Twitter, get on LinkedIn, but we weren’t really told how to do it and also we were doing it too soon.

First of all, too soon, we didn’t have any connections. We didn’t have any joint venture partners, we didn’t have any social media following. I think I had 100 friends on Facebook if that. Yeah, less than that, I think.

It was a combination of that and on top of that, I didn’t have the confidence, as well. Although I think, maybe, right at the very beginning, I was probably a bit ignorant in, I probably think I had kind of false confidence at first because I thought, oh this is the way that it is.

Then I kind of took a massive nose dive because then, I started to do more exploring and find out what was out there and then, when I actually saw the caliber of the people who were selling programs at 997 pounds I went, well how can I do that? I’m nowhere near in their league. And definitely, I did have a real massive crash of confidence.

Then, as you say, I built it up. I think the other thing I was trying to do in the beginning, I was trying to do an awful lot with inadequate equipment. I had a really old computer and everybody was saying to me, it’s easy, just make a video and just upload it onto YouTube. That was fine if you didn’t have a computer that was about 10 years old and just not up to the job and it just wasn’t happening.

So, fortunately, a really good friend of mine that said, I’ve got a computer sat under my bed that’s not doing anything, do you want it? Yes, please. Gradually, started upgrading stuff.

I was just clueless and I think the biggest thing is to get the right learning and keep learning because for me, technology was massive and my biggest bug there, there are so many wonderful developers out there…I hope you can’t hear that, the fire alarm’s just gone off in my building. Can you hear it?

Jo: I can just hear something very in the background.

Tina: Just going to shut the door…no don’t come in…

Jo: Do you need to, do you need to get out…do you to…

Tina: No, no, no it’s always happening. It’s one of those, I think somebody downstairs has probably burnt their toast. One of these days though, it goes off so often, one of these days, it’s actually going to be a real fire and we’ll all just ignore it.

[laughter]

But it’s really annoying. It always happens when I’m live on air or whatever. Anyway, where was I? I got completely off…

Jo: It’s all right; I want to ask you a specific question. Tell us when your breakthrough moment was. What do you feel was your breakthrough moment online?

Tina: My breakthrough moment was when…my biggest breakthrough moment was that, because of my lack of confidence, I went into student mode and I just learned and learned and learned and learned.

It wasn’t until I realized that, continuous learning is good but if I’m going to get anywhere, I’ve got to have the confidence and the courage to actually put a mentor hat on myself and make that switch.

I’d read so many things and interviews about this whole, you just got to get out there and claim it. And it wasn’t until I actually thought, do you know what? I’m going to do it. I’m going to start running webinars on what I know best, about public speaking.

I’m just going to get practice and I’m going to start doing it and again, it was just selling…my very first sale was a product which was $7.00 and you know this, because it was under your inspiration when you said, build a product in a day and I did it.

I sold four and I was like over the moon. I just liked doing it. I think it was, that breakthrough was a mind shift in stopping…well, not stopping being a student because I’m going to be a student forever.

At some stage, you have to step out of that and step into the kind of teacher mode I guess, for want of a better word. And if you’re going to make money online selling what you know and teaching what you know, you got to start teaching. So, I think it was just doing it.

Jo: You’ve got to go from a point of learning this stuff and then, actually putting it into action.

Tina: Yeah, absolutely. Definitely.

Jo: Actually taking what you’re learning and then, going out there and making it actually work.

Tina: Yeah. Kind of, stuffing what people who might criticize you are going to say and just thinking, okay, it doesn’t matter because it is scary, you know? For me I put a lot of pressure on myself because being a presentation school’s trainer, I kept thinking, oh, but my stuff’s got to be really good then.

My presentations have got to be perfect. My videos have got to be perfect. My opt-in page and etc., etc., and you know, when it came to webinars, initially, I was new to the technology. It was a different way of presenting than what I’d been used to.

I kept waiting until my knowledge and skill was as good online as it used to be offline. I just thought, there’s only one way I became good at speaking on stage and that was by doing it and putting my foot in my mouth so many times.

I thought, I’ve just got to repeat that online then, I’ve just got to do the webinars, I’ve got to make the mistakes, I’ve got to have the outtakes. I thought, right, that’s just the way it is.

For me as well, it’s that…it’s really encouraging that the world is changing because in the past, presenters always used to have to be a bit like the BBC. Kind of all a bit stiff and proper and the way it’s going now, people don’t actually want that anyway, people want more relaxed, which is great for me because that’s my style. I prefer to be relaxed. So…

Jo: Great for me, too. Because, can I just say that while you’re talking, I’m sat here playing with my hair because every time I come on screen, I know I’m having a particularly bad hair day today and I’m thinking to myself, don’t worry about it, Jo, it’s a hang out, people will be forgiving.

Just, thank God that the world is changing and is more relaxed today because quite frankly, Tina, that being said what you’ve just been talking about there, about obviously making mistakes and just taking action and doing it and stuffing what other people say and all that kind of stuff.

With that being said, what do you think has been, not only for you taking on board your own experiences, but also, looking at people around you, what would you say is one of the things that really does hold people back from moving closer to their goals and achieving what they want?

What would you say has been some of the things that’s really held you back and that you can look around you now and really empathize with other people out there and say, gosh I know what’s holding you back. If I could grab you and say, go and do this because it will move you past it, what would you say?

Tina: I think the biggest thing is procrastination, probably based out of fear. Thinking that we’ve got to have all our little ducks lined up in a row before we go out and do something. I don’t know, I’ve been guilty of that especially when it comes to technology.

I kind of thought I had to really get my head around all the technology and get it working and, oh crikey, the number of times I’ve been in tears because I couldn’t make something work and I kind of think…and I wish looking back I’d been more savvy about getting people to help me.

I’m blown away by the generosity of people and f you just ask and you just say to somebody out there on any of the forums or whatever, I’m trying to do this and I can’t do it, help. People are so willing to help and I think that’s the biggest thing is just recognize that you can’t be good at it all and where you’re not, just ask for help. And even, outsource.

It’s difficult in the beginning because you don’t know what you’re outsourcing and you don’t know who to outsource to. But again, that’s where asking people who have been in the game for a little bit longer. They know who to outsource to. They know what a good rate is. They know where to go to, to find those people.

And you know, good old Fiver, I’ve had some brilliant jobs done for me on Fiver, which previously, I would have spent weeks trying to do myself and not having the success with it that I wanted to.

Jo: Don’t get caught up in the tech stuff is the message there. I’ve seen so many people get caught up in the tech stuff and sometimes, I think it’s a bit of an excuse. If I do tech stuff all day then, I am actually doing something. I’m kind of justifying the fact that I’m doing something.

Tina: Yeah and you know for me, this weekend I’ve just kind of taken on board the big leap to go from AWeber into Infusionsoft and I started struggling with it because I was trying to set up a webinar and have it speak to my webinar platform.

I just thought, oh stuff this. I contacted somebody and I went, right there you go that’s what I wanted you to do. What I did was, I found somebody who wanted to learn Infusionsoft to offer it as a syllabus for other people, so I got a really good discount rate by saying, well look, you can have my login and you can learn to use it and obviously, he’s going to have to have my login anyway to do my tech stuff. It’s a real win-win.

You haven’t got to pay top dollar all the time but because he’s a techy guy, I knew he’d pick it up really quickly and he did, so it was fantastic for both of us. I said to him, I said, I can feel a joint program coming on here. I’ll introduce it; you’ll do the techy bits because there’s going to be so many people.”

I’ve already had…because I actually posted it on Facebook, I said, been struggling with technology feeling relief, just got rid of it and I had about three people jumping on saying, who did you outsource it to, can we have an introduction?

Jo: Oh, yeah. Yeah, technical is one of the areas that people always look for. Tina I just want to touch on mentors because I know when I introduced you, I talked about the fact that you worked with me for a while, but I know that I wasn’t the only one.

I know you’ve had two or three key mentors in your business now. What would you say have been the good parts of that? What do you feel has been positive about having mentors? Do you think that having mentors is hugely important for people with businesses online or with businesses generally?

Tina: Yeah, without a shadow of a doubt, absolutely. If I hadn’t gone through my mentoring programs, I would probably still be banging my head against a brick wall, still procrastinating, still wandering around trying new different things because I would think that that wasn’t working and a lot of the time, I think it would have been because I was frightened to put my head about the parapet.

I can honestly say that it was the fastest thing that’s propelled me forward and my only thing I would do differently is I would have done it sooner. Because first of all, when I joined your program it was brilliant. If there’s one thing the lovely Jo doesn’t do, is sit there and have a nice fluffy chat.

It’s kind of that boot up the bum when you need it. I remember once I went through a real bit of doing stuff and thinking, I remember getting that feeling and I’m sure loads of people could relate to this, but I felt that I was talking to the wall. I felt like Shirley Valentine that I was talking to the wall and nobody was listening.

I remember you just said, basically snap out of it, pull yourself together, we’ve got business to do and it was what I needed to hear. But not only that, it was the advice and strategy and stuff which I didn’t know about because we’re all coaches, we can to a certain extent, coach yourself into the right mindset.

What you can’t teach yourself if you don’t know it is the strategy and the tools and a lot of the stuff that we learned was just humongous. But then, what I wanted was to really go wider and then I started getting mentoring off a guy called Nick James.

I remember the reason I went to Nick was because when we were looking at the whole speaking side of things, we were discussing, you know what, one of the things that would make sense is for me to start getting involved more in teaching webinars because they are, after all, online presentations.

I remember saying, yeah, there’s only one problem there, Jo, I don’t really know an awful lot about webinars and I’m quite new to them myself and I remember you saying, well you best get learning then. So I did. I mean that was, crikey, that must have been about nine months ago, now that was quite early in and so I did.

I immersed myself, and Nick James ran a two day webinar workshop and I thought right. I remember also saying, how do you meet joint ventures? I remember Jared saying to me, go to conferences. Go where people hang out, go to the conferences, go to the workshops.

I thought, right, a two day webinar workshop will kill two birds with one stone. It will put me in touch with people and it will give me all the stuff I want to learn about webinars. Then, they did the sell to the mastermind program and that was also a great buying decision because through that, I’ve got other joint venture partners.

I’m being invited to be on an expert panel for a coach support service. I’ve been introduced to so many wonderful people who are now starting to take notice of what I do and it was just…and I actually like as well, one thing I like about that is I am a people person and although I love the online thing, they meet physically once a month and I really enjoy that.

I get a lot out of that physical meet up, as well. And then, I got brave. I thought, okay, if I’m going to throw my hat in the ring as being public speaking trainer and presentation skills and webinar and all of that, I need to benchmark myself against the best. I decided to take a look at what Andy Harrington is doing.

I, again, spent a fortune going through his training. But when I put together…it was like a jigsaw and all of those pieces came together…when I put together the stuff that you taught me, the stuff that Nick taught me and the stuff that Andy taught me that was when it was like magic and I had that first five figure month.

It was like everything, all the learning just came together. And it was like bingo. And it was amazing. None of that…that five figure month would not have happened without that mentoring. Not at all. I’m convinced. I’d still be probably doing a few 47s here and maybe a 37 there and a 27 there. But once I got on board with you and Jared and then, Nick and then, got greedy because to be honest, the mentoring I had with you was so good, I just got greedy and I thought, well, what else can I buy?

Jo: What else can I do now? So talking to people who are just starting out, Tina or maybe have been kind of going at it a while. What’s your advice to them? What do they need to be doing consistently to be building that business and to be getting to the point where they do their first five figure month?

Tina: Well, the first I would say is get a mentor because it’s so much easier having your hand held throughout the process. The second thing is, not stop learning. That’s not the right way of saying it, but start putting yourself out there. Just do it.

And for me, with the whole way that the internet is going, opt in pages are OK, great, fab. Sales pages are fab. But it’s that relationships building and there’s nothing that builds a relationship better than webinars. That’s kind of, again, why I went into that. Because I could see that and I was using you as a role model and I thought, what is it that Jo is doing that attracts such a great following?

I’ll be honest, I used to look at the engagement on the SNA group and page and I would be so jealous. I would say all these people are just chatting and interacting and you go over to my page and it’s like the wilderness. You’ve got this roll of…driftwood…or whatever it is…tumbleweed. That’s it. Tumbleweed kind of blowing through. It’s like a ghost town.

But then I thought, what you do is you do those regular webinars and people have got to know you through doing those regular webinars. So I thought, right well that’s what I want to do then and I still truly believe that a webinar is number one the best vehicle for showcasing your products and services.

But, number two, it’s the best showcase for you, where your potential customers in your tribe can get to know you. You know, at the end of the day, I know it’s a cliché, but we buy from people we know, like and trust.

I thought, that’s the way of getting…and I actually say as well…be brave and again like you do, you do a lot of hangouts and stuff and you do a lot of videos where people could see you and connect with you. A lot of people do hide behind the voice of PowerPoint presentation.

That’s good for the first couple of times maybe, when the nerves are kicking in. But be seen. Have a webcam in your webinars. Use hangouts as a type of webinar where people can really connect with you as a person and I think that makes a big difference,

Jo: And you’ve had your fair share of webinar disasters as well, haven’t you Tina?

Tina: Oh, absolutely.

Jo: A lot of people are like, I want to do a webinar but gosh, I’m so worried I’m going to make a mistake and I always repeat all of my first few webinars, which were absolutely complete corkers, quite frankly. In fact, I got known as being the webinar disaster queen at one point. You’ve had your fair share of disasters as well, haven’t you?

Tina: Absolutely. Yeah. This is where I think I could quite honestly and authentically say that catchphrase, I’ve made that mistake so you don’t have to. But no, seriously, I used to do things like forget to record them.

I have no replay to send out so I would have to sit there and do the whole thing again just so I could send out a replay. Or I’ve messed things up massively and certainly, even though I’d kind of been doing webinars a while and I’d already decided to play the webinar diva spot, because I’m just claiming that.

I thought, right after the work, after the research I’m just going to step into it and claim it. Then I thought, okay, let’s start playing with hangouts, and I was being interviewed by the lovely Julie Sommers for a hangout and she asked me a question and I hadn’t realized…you know, you get the ten second count down to where it goes on air and I was talking about the whole presenter, that it’s like all stiff, can I say what I said? Or shall I clean it up a bit…

…sort of stuck up your backside and it started filming and it started recording just at that point. I think we lost you there for a minute Jo but…

Jo: Yeah, did you lose me or did I lose you?

Tina: I have no idea.

Jo: Good, you carrying on, excellent then…the recording should be absolutely fine, you carry on.

Tina: I was just telling about the Julie story with it just started to record at the moment when I said about having a broom up the backside. Course nobody knew what context that was in, so…and Julie stopped me and we both sat about laughing and we had to redo it.

But even when we redid it, she was sat there doing the introduction at the start and I got a fit of the giggles and I’m just sitting there going….you know. Oh deary.

But yeah, do you know the funny thing is, I’ve had so many technical disasters as well, where things have gone wrong and people keep saying to me that they can really respect that I just keep going and just deal with it.

It’s really strange because I think I’ve got more credibility for handling the disasters than I would have got if it the disasters never happened if that makes sense. It’s strange and…

Jo: Tina, I know exactly what you’re talking about. I know exactly what you’re talking about because it’s exactly how I built my business. The fact of the matter is, I think people appreciate the fact that we’re real and that it’s not all perfect and it’s not all rose tinted and not everything looks amazing and turns out amazing every single time. That there are disasters, that we do make mistakes and I think the reason people appreciate that is because they look at it…it’s kind of a backhanded compliment really…they kind of look and they say, well, if you can do it, I can do it.

Tina: Absolutely. But that’s what I want. That is what I want for my people. I don’t want my tribe to think, oh my gosh, isn’t she wonderful I could never do that. I want people to say, I can do that.

Yeah, I want people to say she’s amazing but I want to be real enough that people can say, I can do that. The big tip is you just develop the webinar face. Or the speaking face. It’s a bit like the swan gliding and poised on top and underneath you’re paddling like hell and what’s behind the eyes that people don’t see is, oh my gosh, what happens next? Now what do I do?

[laughter]

Jo: Yeah. You become a queen of the impromptu cover-up.

Tina: Absolutely, absolutely.

Jo: No, that was meant to happen, that was meant to happen.

Tina: Yeah, absolutely.

Jo: Yeah, yeah, no, I was supposed to not be able to figure out how to turn off my webinar. Anyway, Tina, I just want to ask you inspirational wise. Is there anything that you have read? A book you’ve read or a film you’ve watched or a person that you’ve followed.

Through any time through your life. It doesn’t have to be over the last couple of years but just through your life has really kind of inspired you that you would like to share with us?

Tina: It’s so many really. Obviously for me, Tony Robbins was a massive influence when I first got into coaching and NLP. More recently I just loved Brendan Brachard and his book, “The Charge” was fantastic.

I’ll be honest though, personally, the greatest inspiration for me, it wasn’t anybody famous, but it was one of my closest friends. And I think for me a big tip would be, surround yourself by the right people. One of my closest friends is another SNA member, Linda McGrory. She is amazing and I’ve been able to turn to her…

Jo: Hi Linda!

Tina: …for anything and we’ve developed a kind of…when things are going wrong when we have a tantrum. We’ve got this little person that we called Little Missy. So instead of being bogged down with, oh I’m feeling frustrated and I feel like giving up. We kind of put it into the third person.

This is Linda’s creation and I just nicked it, I adopted it with her permission. We just say, oh Little Missy’s having a right tantrum today. Little Missy feels like giving up.” Just that ability to put it into the third person and detach, that for me has been the biggest inspiration and the biggest technique that’s got me through so many hard times.

Jo: Basically what you’re telling me is that you and Linda, two grown women have created an invisible friend?

Tina: Absolutely.

Jo: And that’s your biggest inspiration. Awesome. Takes all sorts, ladies and gentlemen. Doesn’t it? Clearly takes all sorts.

[laughter]

Tina: But it’s funny because that little invisible friend, you can either give her a kick up the backside or you can give her a cuddle. It works. It so works.

[laughter]

Jo: Oh that’s classic. Absolutely classic.

Tina: I keep telling her we’ve got to write a book about Little Missy one day.

Jo: I think that would go a long way to clarifying that, yep, I think that would be good. No, I jest. I’m sorry. Good.

It shows, what works, what keeps you inspired, what keeps you going. We all need something to keep us going and things moving forward and I love what you said about surrounding yourself with people that are going to empower you, lift you, energize you.

I think that’s really important and also what you were saying earlier in the interview, Tina, about the fact that you love those monthly physical meetings, as well. This could be a very lonely business, this behind the computer stuff.

Tina: Yeah definitely. And also, I think you take inspiration from…like the latest thing I was so chuffed and I went out the other day and I came back to find a present on my doormat. One of my mentees sent me a book by Daniel Wagner, “Expert Success”. It was fabulous. That gave me new inspiration. It didn’t necessarily teach me anything massively new but it just gave me new inspiration.I just love it.

Jo: I know. Every day, if I watch a video on a new funnel that somebody’s trying out or a new technique, it just does, it gives you even more inspiration. So, Tina, it’s been an absolute pleasure to have you here on the show.

Could you just leave our viewers with a message? What would you say to people out there starting out? What’s your message of inspiration to them?

Tina: My message of inspiration is, get out there and do it. It’s funny because, again from your inspiration last week I created a little video called Start Spreading the News. I put it to the…it’s probably highly illegal because I used music from the “New York, New York,” good old Frank.

It’s stop hiding behind that kind of rock and step into the spotlight and just…my biggest message is that there are so many people listening, who’ve got fabulous unique talents that the world is desperate for.

You have to not only do a duty to yourself but to do your duty to them by sharing it with them. Unless you tell them about it, you’re not going to be able to help them. Don’t be shy, get out there. There are loads of people it will help.

Jo: So there you go, ladies and gentlemen. I heard some great advice in my very first few months of internet marketing from the great Jeff Walker product launch formula, who said the very same thing. Just get published.

Those were his exact words and Tina’s just said exactly the same to you. So listen to these guys. They know what they’re talking about. Tina, where can people find out more about you?

Tina: They can find out more about me at theonlinepublicspeakingacademy.com or that’s a bit of a mouthful so topsa.net for short. Which is T-O-P-S-A.net. I couldn’t get .com. They wanted to charge me 2000 pounds for it so I had to go for .net.

I don’t know. So yeah, or I’m about to…or actually the best, my favorite is tinasibley.com which is my blog. I’ve got loads of stuff on my blog, as well.

Jo: Great and the links will be underneath this video when you’re watching this video on the blog or the links to go and find out more about Tina will be directly below this video, as will the PDF for you to read the transcription and the audio on iTunes.

So thank you so much for listening. Thank you so much for coming Tina and spending an hour with us today.

Tina: My pleasure.

Jo: It’s been inspirational to talk to you. I think you…one of the biggest things I would like to leave everybody with is that one of the reasons that Tina is beginning to see some great success with her business is because she’s an action taker and there’s no other word for it, quite frankly.

It’s all about action. Has Tina made mistakes? Absolutely. Has Tina got things right? Absolutely. Has she struggled? Has she spent some money? Has she spent hours? Has she done all that? Absolutely, but the most important thing is, she’s just kept going and taking action and more action.

And learned from mistakes and kept trying different things and taking more action and taking more action and congratulations, Tina, because you completely deserve all the success that is coming your way.

Tina: Thank you and it’s down to you! Thank goodness I knew nothing about Facebook fanpages because that’s how I found you.

[laughter]

Jo: Good old Facebook fan pages. All right ladies and gentlemen, thank you for joining us for another episode of Mind, Money, and Marketing and I will see you. Have an awesome week. As Tony Robbins is one of your guiding lights, Tina, I shall leave with a good old Tony Robbins quote: “Live with passion!”

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 #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.

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: 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!

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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”

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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! :)