#1 Email Marketing Secret: How To Grow A MASSIVE List

Summary

In this insightful video by Miles Beckler, he emphasizes the importance of email marketing as a core strategy for business growth. He frames email marketing as 'permission marketing' and insists that obtaining permission to communicate with your audience results in a more engaged and successful relationship. Beckler details several essential elements for building an effective email marketing list, from creating lead magnets to ensuring high levels of value and trust with subscribers. He provides a step-by-step guide to creating compelling lead magnets and underscores their role in preparing your audience for future purchases.

Highlights

• Email marketing is all about building long-term trust and delivering value to your audience. 📧
• Effective lead magnets are key to growing an email list quickly. 🧲
• Success in email marketing involves a multi-step approach, including obtaining permission to market and engaging with valuable content. 🛠️
• Building a list increases opportunities for sales, even converting cold traffic into customers. 🛍️
• Trust and value are the foundation stones of a successful email marketing strategy. 🏗️

Key Takeaways

• Email marketing is more than just pushing products; it's about nurturing a permission-based relationship. 🤝
• A strong lead magnet is crucial for capturing attention and building an email list. 📈
• Success doesn't happen overnight; growing an email list and achieving high conversion rates require testing and iteration. ⏳
• Capturing an audience's attention and trust leads to higher sales conversions down the line. 🔑
• Your email list is one of your business's most valuable assets, offering numerous ways to build, connect and convert. 💼

Overview

Miles Beckler kicks off the tutorial by stressing the concept of email marketing as permission marketing, emphasizing its effectiveness compared to traditional interruption marketing methods like Facebook ads. By securing permission, marketers can create far more value and trust with their audiences, transforming them into loyal customers.

Through a comprehensive breakdown, Beckler reveals how to create an influential lead magnet. He advises choosing formats that are easy to create and deliver profound value, like checklists or templates, to both capture and retain a high-quality audience. This not only nurtures trust but also encourages future sales opportunities.

Ultimately, Beckler drives home the message that email marketing is indispensable for long-term business success. He advocates for mastering the art of engagement and value delivery through your emails, as these are cornerstone strategies for building and maintaining robust customer relationships.

Chapters

• 00:00 - 01:00: Introduction to Permission Marketing The chapter introduces the concept of permission marketing, a term coined by Seth Godin in his 1999 book. It emphasizes the value of marketing to individuals who have explicitly allowed you to reach out to them, suggesting that such individuals can be significantly more valuable than those targeted through interruption marketing tactics, like Facebook ads. The chapter suggests that interruption marketing is not aligned with the consumer's current activity or interests.
• 01:00 - 03:00: The Importance of an Email List The chapter discusses the significance of having an email list in marketing strategies. It highlights that non-permission based marketing efforts are often less effective compared to permission-based marketing due to a lack of trust and relationship with the audience. The chapter emphasizes that the primary goal, after capturing an individual's attention, is to invite them into a relationship where they give explicit permission for marketing communication, allowing trust to be built over time. It outlines that the first step is to get the audience's attention, followed by seeking permission to market to them.
• 03:00 - 05:00: Building Trust with Email Marketing The chapter 'Building Trust with Email Marketing' emphasizes the importance of obtaining permission from individuals before marketing to them through email. It explains that the key to successful email marketing is to provide significant value, rather than just sending offers. This approach helps in building trust with the audience. When recipients trust the sender, they are more likely to engage with promotional content, such as clicking on affiliate links or visiting sales pages, because they believe the sender can deliver the promised results. The chapter suggests that an email list is necessary for this trust-building process.
• 05:00 - 07:00: Spikes in Sales Using Email The chapter discusses the challenges marketers face in converting cold traffic clicks into sales, noting that even top marketers achieve low conversion rates, often less than 1%. It emphasizes the importance of building an email list to create multiple conversion opportunities. Dean Jackson from the I Love Marketing podcast is mentioned in this context.
• 07:00 - 11:00: Dangers of Relying Solely on Social Media for Sales This chapter discusses the risks involved in depending heavily on social media for sales. It highlights a key insight from a successful marketer about purchasing behavior: 15% of buyers make their purchase within the first 90 days, but a significant majority, 85%, purchase after 90 days. This suggests a skewed version of the '80/20 rule' where the bulk of sales occur later, implying the importance of long-term engagement strategies instead of quick-social media based sales.
• 11:00 - 13:00: Required Pieces for Email Marketing Success The chapter emphasizes the importance of maintaining communication with potential customers over time, particularly after the first 90 days of interaction, as this is the period when most purchases occur. It highlights the role of email marketing in fostering relationships and providing ongoing value to the audience.
• 13:00 - 17:30: Crafting an Irresistible Lead Magnet The chapter discusses strategies for creating an effective lead magnet. The author highlights their experience in affiliate sales, particularly through demonstrations of practical tasks like keyword research. By showcasing a specific method and recommending a related paid tool, they successfully drive sales. The process involves sending timely emails that guide the audience to training sessions, culminating in a purchase. This approach constitutes the primary source of the author's income, emphasizing the importance of clear calls-to-action and result-driven content in lead magnets.
• 17:30 - 25:00: Types of Lead Magnets and Their Effectiveness In the chapter titled 'Types of Lead Magnets and Their Effectiveness', the focus is on trust and the transactional nature of email opt-ins. The chapter underscores that the first interaction between a business and a potential customer often occurs through the exchange of an email address for a lead magnet. The central theme is that trust is foundational; potential customers initially question whether they can trust the business with their email and if the promised results will be delivered. The chapter further explores how once trust is established and the promised value is delivered through the lead magnet, it encourages the customer to take action towards achieving their goals, thereby solidifying their belief in the business.
• 25:00 - 33:00: Creating Effective Checklists and Cheatsheets The chapter discusses the importance of creating effective checklists and cheatsheets, emphasizing how they help in achieving goals and facilitating sales. It highlights the concept of building reciprocity and overcoming objections, specifically through email communications. The idea is to instill beliefs that ensure clients feel confident in obtaining results, thereby positioning oneself as a trusted advisor. A screenshot of a shopping cart is mentioned as an example.
• 33:00 - 40:00: Building a Blueprint or Template for Success The chapter titled 'Building a Blueprint or Template for Success' discusses the importance of timing and sequence in marketing emails to drive income. It uses the metaphor of a heartbeat to describe the fluctuation of income levels corresponding with email campaigns. The peaks in income are aligned with the sending of special offer emails. Initially, there's a spike when the first email goes out, a small dip in between, and another significant spike towards the end of the offer period, emphasizing the 'last call' urgency. This pattern serves as a blueprint for successful email marketing strategies.
• 40:00 - 47:30: Developing Your Lead Magnet with Real-World Results In this chapter titled 'Developing Your Lead Magnet with Real-World Results', the author discusses the effectiveness of using emails in an autoresponder series to direct people toward specific offers, highlighting that the majority of their sales come from these emails. The author also mentions the use of pay-per-click promotions in addition to these emails, particularly during major promotions, but emphasizes that over 90% of sales originate directly from the emails themselves.
• 47:30 - 53:00: Brainstorming and Organizing Your Ideas The chapter discusses the concept of 'value emails' and their impact on revenue, emphasizing the importance of creating and maintaining an email list to ensure consistent income.
• 53:00 - 59:00: From Idea to Deliverable The chapter discusses the challenges and shifts in online marketing approaches, highlighting a personal anecdote where the author successfully made significant income by direct linking from MySpace to an affiliate offer. However, this strategy was abruptly halted when MySpace was acquired by Fox News Corporation, which led to a change in terms of service, prohibiting the author's method and resulting in a sudden loss of income. This situation emphasizes the reliance on external platforms in digital marketing and the importance of adaptability in business strategies.
• 59:00 - 72:00: Utilizing Fiverr for Lead Magnet Design The chapter discusses the importance of building an email list, particularly for those engaged in affiliate marketing. It uses the author's personal experience to illustrate how a lack of a subscriber list led to a complete loss of income when a campaign was turned off. The author reflects on how having a list would have enabled continued engagement with potential customers, leading to more sales both in the short and long term.
• 72:00 - 75:00: Finalizing Your Lead Magnet Design The chapter discusses the importance of being prepared for changes in traffic sources and the benefits of leveraging email lists to sustain income. It references a case study comparing a successful period of email marketing to the sudden decline experienced by a marketer named Melanie when Facebook's organic reach decreased significantly. This emphasizes the need to diversify and ensure a stable long-term strategy for growing and maintaining engagement and income.
• 75:00 - 78:00: Setting Up Your Lead Generation Funnel In the chapter 'Setting Up Your Lead Generation Funnel', the discussion centers on the transformation and sustainability of traffic in business marketing. Initially, a loss in a major traffic source is noted, but despite this, income levels remained stable. This was achieved through a strategic focus on growing the email list. Pinterest organic traffic also emerged as a significant alternative. The emphasis on email list growth is highlighted as a key factor in maintaining sales stability, showcasing the importance of adaptive strategies in digital marketing.
• 78:00 - 81:00: Continuous Testing and Optimization The chapter titled 'Continuous Testing and Optimization' emphasizes the critical importance of growing an email list for business success. It highlights this strategy as essential, noting that the email list is the core asset upon which a business is built. All value and income are derived from this asset, underscoring its significance. The chapter also introduces the concept of a lead magnet, which is an offer given to potential customers - such as an MP3, video, or PDF - to encourage them to join the email list. This approach is positioned as fundamental to traffic management and business growth.
• 81:00 - 77:00: Conclusion and Encouragement to Take Action In the concluding chapter, the focus is on encouraging readers or participants to take action through a series of steps involving an opt-in page or popup to deliver an offer, followed by a thank you page which confirms their action. The chapter also explains the use of an autoresponder that engages the new contact by delivering promised items and maintains communication through follow-ups and broadcasts. Additionally, the chapter emphasizes the strategic timing of product delivery to enhance engagement.

#1 Email Marketing Secret: How To Grow A MASSIVE List Transcription

• 00:00 - 00:30 I want you to think about email marketing as permission marketing this is actually the title of Seth godden's book from 1999 and the big idea here is that people who give you permission to Market to them are 10x to 100x more valuable than people you simply interrupt right so a Facebook ad is just Interruption marketing they're they're trying to waste time on Facebook they're trying to make the lives look better than it is they're spying on an X who knows what they're doing on Facebook but we interrupt them with our advertisement okay and that market
• 00:30 - 01:00 isn't necessarily going to be as compelling it's not going to hold as much weight there's not as much as much trust involved there's no relationship there therefore it's simply not going to work as well as permission based marketing that's why the number one goal in everything I do is to really after gaining their attention so the number one goal after gaining their attention is to invite them into a deeper relationship where they give you permission to Market to them so you can build trust right so step one got to get their attention step two is ask for and
• 01:00 - 01:30 obtain permission to Market to them now I say Market to them Loosely because ultimately through email marketing we give lots and lots of value and that is a key component because if you're just sending offers it's never going to ultimately work because you're not going to build the trust that you need so they trust you when they click on your affiliate link or they click on your sales page they trust that you can actually get them the result you could build up that trust through the process that we're going to go for here so why is an email list required for for
• 01:30 - 02:00 Success well 95 to 99.999% plus of people don't buy on the first click okay the greatest marketers in the world rarely get a 5% conversion rate from a cold traffic click in fact some of the best marketers in the world get less than a 1% conversion rate from a cold traffic click to an actual sale and when you build your list you're giving yourself multiple opportunities to convert that sale Dean Jackson from the I love marketing podcast he's a
• 02:00 - 02:30 brilliant marketer and he said many many times that of all the people who are going to purchase from you right not everyone's going to purchased period but of all the people that 100% of people who are going to eventually purchase from you 15% of purchased for 15% of people who purchase do so in the first 90 days 85% of people who will purchase from you are going to do so after that 90day Mark so the 8020 rule is actually skewed in favor of after 90 days so
• 02:30 - 03:00 after 90 days of that first interaction is when most people are going to buy so are you staying in touch with them are you building the relationship are you giving value email is the mechanism at which we can do this the best so you get more attempts to make the sale right and you can also offer more things you don't just offer your stuff you're able to offer other people's stuff if you were to count up and tally up the volume of sales I've made through the miles Beckler brand by far the majority of of
• 03:00 - 03:30 sales have been for other people's products as an affiliate right I do sell obviously this membership program but most of the transactions I've been able to initiate are actually for other people's things generally it's because I'm showing exactly how to do something here's how to do keyword research and by the way you need this paid tool so that kind of mechanism of reminding people here's the result that you want here's how to go get it send them an email that's well timed they click and they end up purchasing because they watch the training they want the result that's how I actually make most of my income so
• 03:30 - 04:00 it's all about trust and ultimately the email optin is the first transactional experience this is your opportunity to get them to trust you because their first thought is can I really trust them with my email address do I believe that they're going to help me get the result that they're saying I'm going to get in this lead magnet thing and we're going to talk about all these bits and pieces but it's trust when they give you their email and then you actually deliver on what you've promised they take action on that thing that you gave them they get on the path to achieving their goals then the belief gets instilled that you
• 04:00 - 04:30 can actually help them achieve their goals and it's when you cross that threshold that you're ultimately on the path to making that sale it gives you the uh opportunity to give more value so you can build up reciprocity you can also overcome objections through emails when you get really good at this uh you can build the beliefs that are required to to make sure that they know that they'll be able to get results working with you and ultimately this is how you become their trusted adviser now this is a screenshot from one of my three different shopping carts this is the
• 04:30 - 05:00 last 365 days and I'm showing you this because I want you to see the spikes I want you to see the almost heartbeat like shape to this and everywhere that there's a spike on this in income there was an email directly or a series of emails generally speaking it's a first email we got a special offer coming out and there's a limited time and then there's a final email which is why you can see on most of these there's a big spike up right away it goes down a little bit in the period between the opening and the closing of the cart and then it goes way up for that last call
• 05:00 - 05:30 and this is ultimately every single Spike right in here you literally could go back into my email autoresponder series and you can see that there are emails that are directing people towards specific offers and this is where we make most of our money right here I do also often run payperclick uh promotions in conjunction with these right so when I open the cart and I've got a big promotion running I'm definitely going to be running pay-per-click emails but over 90% of my e my sales come directly from the emails themselves and then
• 05:30 - 06:00 those low points in the revenue U these are when we're sending value emails to our list so we're rebuilding those the value we're making more deposits into that value account before asking for that sale again in the future and also that's kind of the revenue that's showing up usually on those are the one-time offer sales income without an email list is a big- Time danger zone so whether you've heard my origin story or not I started making money online in 2003 it's worth going back over this
• 06:00 - 06:30 briefly because there's such a truth in here now I was direct linking people from a social media website mypace in this day over to an affiliate offer and I was making thousands upon thousands of dollars but Myspace got bought out by Fox News Corporation and Myspace decided to block my links and essentially rendered My Method no longer in alignment with their terms of service and they shut me down overnight and my income that at that point in my life I had learned to live on I was spending every penny I made from my day job and
• 06:30 - 07:00 from my several thousand a month for my affiliate thing living on near the beach in Santa Monica California um literally my income dried up overnight it went to zero and I had no recourse had I grown a list I would have been able to make more money in the short term right because I would have followed up with people so the whole time I'm actually running that kind of uh affiliate marketing campaign I would have been able to follow up with more people and make more sales in the short term but then once they turned off
• 07:00 - 07:30 my links I still would have been able to keep earning income I would have weathered that storm and I would have been able to grow that for the long term I could have replaced that traffic as long as I would have been able to keep emailing I could have kept that income going so now let's contrast this a couple of years ago with Melanie on Facebook when when the Facebook organic marketing was in its Heyday uh Melanie was was just a profound marketer on that platform and we were getting over 300,000 visits a month to our website organically and then the algorithm changed and we lost literally 90% of
• 07:30 - 08:00 that traffic overnight it's actually way more than 90% of traffic okay but here's the cool part our income didn't really budge and we were able to replace that traffic Source now Pinterest organic is a big- time place where we're getting a lot of our organic social traffic from but our email list was still delivering approximately the same number of sales before we lost that traffic as it was after and that's because we focus all of our efforts on the email list growth so I made the mistake once I rectified the
• 08:00 - 08:30 mistake and survived a very very similar uh kind of catastrophe within the business on the traffic level and I'm with through both of these to be able to make sure it's 100% abundantly clear to you that you must be growing an email list it really truly is the asset that your business is built on which means this is where all the value and the income comes for you the required pieces to the puzzle so we've got the lead magnet which is the offer itself that's the thing you give away right the MP3 the videos whatever it might be the PDF
• 08:30 - 09:00 Etc then there's the opt-in page or the popup this is the mechanism or the moment you actually deliver your offer and you use a headline and you kind of give them that opportunity to take you up on that offer then there's a thank you page this is the page that they see immediately after taking that opt that action then you have the autoresponder this is once they're onto your email list you need to deliver the item and then follow up and send broadcast Etc then you have a delivery page we don't deliver the product right away we want
• 09:00 - 09:30 to deliver it via email so you need a special delivery page for that and then there's split testing you know the whole world of building out building out your email marketing machine uh it's not a done once and done forever part of your business okay successful businesses are always optimizing their opt-in process for maximum Roi melan's business is over 10 years old we're still optimizing testing new offers testing new upsells testing new email follow-up sequences because ultimately this is where all of the money is at Within our business so
• 09:30 - 10:00 the first piece of that was your lead magnet right we're going to help you figure out what is a high value easy to consume piece of content for your audience that's fast for you to create this is key because you might need to iterate a few times to find that thing that really clicks with them your lead magnet needs to get your audience into action right you want to help them get off the couch and get moving because those are the people they trust can help them get essentially the desired outcomes they want in their life right and you want to get them on the path to their desired result you don't always
• 10:00 - 10:30 get them the actual desired result this is the idea that your optin is actually preparing them to become a customer okay they need to have the experience of wow miles really can help me get closer to my dreams of a successful online business right that's what my opin is there to serve so when the time comes to offer my product they're like man you know I went through this free thing and God that was really good I bet it's paid stuffs great and why do they have that belief because they took action and they got on the path to their desired result
• 10:30 - 11:00 and it became more believable for them so this is really the key at this point and this is what this whole training is designed to do is to help you get going fast we need you to get version 1.0 up and running fast so you can start to build your email list so you can have a location to send people to to get your free thing that's going to be exciting for them so you can start to prove to your audience members that you can help them you are the trusted adviser you are that friendly helpful guide who can help them achieve their goals everyone in this world seeks to improve their lives
• 11:00 - 11:30 we all want more happiness we all want less frustration there's things we all want and literally secret secretly maybe not even secretly we're all looking around for people we can trust who can guide us to get us that which we desire and when you prove yourself as that person for your audience that you're committed to them that you're trustworthy that you can actually help them get results that is the moment you've actually won in business and that's why this little segment this section here is truthfully the key all
• 11:30 - 12:00 right at this point we're into the actual lead magnet portion of the training and the goal here in this training is to help you build out your irresistible lead magnet yes the main purpose is to get the optin right that's so why you create the lead magnet that's why we build the lead Pages that's why we're growing our list but ultimately your lead magnet needs to prepare your audience to buy our goal here is not to solve all of their problems you want to get them on the path to a better life so they believe that you can help them
• 12:00 - 12:30 solve their problems and achieve their goals okay so ultimately you want to give them the first steps give them an easy win and get them into action it's key to remember that no one wants more email literally zero people woke up this morning thinking I hope I can get more emails in my inbox today and and really if you think about it they don't even want what you sell they want the result they want a better life and what that means is different to every single human being on this planet right so so some people might Define a better life as
• 12:30 - 13:00 less pain right less knee pain less back pain less emotional pain a lot of different ways that can manifest some people might look at a better life as less weight but yet another person might look at a better life as more weight right somebody might want to lose weight because they're obese and they want to get skinny whereas somebody else might be skinny and they want to bulk up and have muscles okay somebody might want more time more fun more joy the truth is that every human on earth wants to experience more Happ happiness okay
• 13:00 - 13:30 happiness is relative to them their world their situation and each and every one of us is always choosing what we are willing to put and focus our time on and our income on and our money on because we think it's going to bring us more happiness for some people spending all day on Sunday in a man cave drinking beer watching American football and winning at Fantasy Football that is their ultimate happiness and we could think of a yogi who wants nothing more than to do a 30-day silent Retreat and
• 13:30 - 14:00 that is their happiness and I can't really think of uh much other extremes to make the Clear Point and this is the key Point here is that everyone has a different vision of happiness and ultimately you need to know what that is for your customer Avatar because you need to help get them on that path and when you're the one who gets them on that path you become their helpful guide and that's really what they want because what there is is there's a gap between where they are now and where they want
• 14:00 - 14:30 to be they need help Crossing that Gap and that's where you come in that is our job as digital marketers is we help people get results what result it's happiness they want more happiness and they might think losing weight is that happiness they might think gaining more muscle is that happiness they might think that learning how to make quilts is that happiness it could be a billion different things right so they're willing to invest in that which they believe is going to bring them more happy there's a gap between where they are now
• 14:30 - 15:00 and where they want to be which they think that being there is where they're going to be happy right winning at Fantasy Football then I'll be happy having a business that generates 10 grand a month then I'll be happy having a Facebook ad that converts 5% of people to click then I'll be happy these are the things they think of and we build those bridges for them and the first steps on that bridge is ultimately the lead magnet now these individuals are skeptical and they also have thousand thousands of different desires they
• 15:00 - 15:30 could spend their time and money on okay so there's they're always making kind of OnDemand judgment decisions real-time judging decisions on what they're actually going to put their money and their time their attention towards and they're really only going to care about your lead magnet they're only going to care about your offers if it helps them get more of what they value most when you show them that you can help them get the results that they desire and when value that result that you can help get
• 15:30 - 16:00 them more than the million other desires that they have they're ready to take a step in your direction not just for the lead magnet not just for the emails not just for the products that you offer but really ultimately for the results that they desire most so preparing them to buy is actually one of the key things that your lead magnet will do what will they these are these three questions you're looking at right here on your screen these are great questions to be asking yourself right this this is this is kind of
• 16:00 - 16:30 taking what you know from the customer Avatar and bringing it into the world of how do I actually Bridge them from where they're at to help them get on the path to get the result to ultimately purchasing my course my coaching program my training that affiliate thing I recommend that is going to get them the result that they desire so you need to think about what will they need to believe in order to buy my product or service what objections might they have before buying that's exactly what we can do right now is we can we can answer their objections before they ever come up on a sales page with this kind of
• 16:30 - 17:00 content with the um ultimately with the lead magnet in the follow of emails what pain or desperation precedes they're purchasing okay what is that moment what is that inciting incident what is that thing that happens that okay now I'm ready to start losing weight or okay now I'm ready to hit the gym and bulk up okay what is that actual moment that thing so your goal isn't to solve all the problems and it's not to sell them something it's preparing them to buy and proving to them that you can help them get what they want you need to install
• 17:00 - 17:30 the beliefs required for them to purchase your core product and one of these beliefs is you know can I trust this person that's one of them can this person help me has this person helped anyone else do what they say they're about to help me these are all of the beliefs that need to be built up in their mind before they're ready to click the buy button on a sales page okay so this is your opportunity to overcome their objections before they ever hear this the sales offer and really solving that first key paino on a long path is the ticket here if you sell a Facebook
• 17:30 - 18:00 ads course then having a Facebook ads checklist is a great way to help them make sure they don't mess up their first campaign because if they're just launching their FA first Facebook ads campaign they might not be ready to buy your $300 $500 course on Facebook ads they might be thinking I'm going to go at it alone I'm just going to launch this out but the moment before they click that button they're like wow did I forget anything did I miss anything oh I don't want to mess this up and if they can go get for free your checklist you someone someone who has spent hundreds
• 18:00 - 18:30 of thousands of dollars successfully on Facebook ads you who has created millions of dollars in Revenue right if they can go get your actual checklist for free just to be sure that they got everything done that is going to make them feel happy in that moment that is how they get confidence and happiness in that exact moment and that is a great connection point for someone who might actually be interested in buying your full course in the future that's how this works a great lead magnet is quick and easy to consume it's in instantly actionable and as results focused okay
• 18:30 - 19:00 and it's focused not generic right it's specific not generic people are extremely busy we're all surrounded by distractions and we have very short attention spans the number of distractions that are bombarding each and every one of us today is so much greater than it was 10 20 years ago 30 40 years ago that we have more distractions to compete with right you have to figure out a way to become the signal within the noise and there's more noise today than ever so your content
• 19:00 - 19:30 needs to be quick and easy to consume and it needs to be simple to understand if they can't get in and quote unquote get it right and understand it and be able to put that into action quickly the next distraction is going to come up that next alert is going to happen on their phone the kids's going to come in with with bloody elbows because they fell off their bicycle something is going to distract them if you don't get them Captivate them and get them on the path almost instantly so a huge win for you is when they start taking action when they experience the results based
• 19:30 - 20:00 on your teachings and they have a moment of hey I kind of get this I think I might actually cross that Gap and get to where I want to go the Facebook advertising checklist example that I did a moment ago right when they have that moment of like okay I'm now confident that I got all of the bits and pieces in the right place I'm ready to launch this campaign and when you help them gain that confidence you have just taken a gigantic step forward in that role of being their trusted adviser this is also a chance to support yourself as the
• 20:00 - 20:30 absolute Authority in your field getting known as a master of one thing is going to help you immensely in your business being a great Facebook ad writer versus being a great Facebook Ad payperclick Pro versus being a social media marketing Pro versus being a digital marketing Pro okay when people are in the moment looking to solve a specific problem they want a specific answer and someone who's says hey I'm a digital marketing Pro I can help you with
• 20:30 - 21:00 Facebook I can help you with everything versus the person who has an issue that their ads not working they know their ad's not working they know they need a better ad they are going to go seek out the best Facebook ad writers and teachers of Facebook ad writers out there so when you're specific you have that opportunity to meet them where they are okay hope that's I hope that makes sense because the specificity and everything that you do we're we live in the age of long tale you can go look on YouTube and you can find channels about
• 21:00 - 21:30 everything about model trains about uh figurines like there's just there's so many super specific Niche desires being kind of tuned into through the world of the cell phone through the world of the Google and the apps that we all love the Facebook groups the the forums that there's we're all congregating together in these hyper hyper focused Niche Pursuits of ours and you need to take that approach as a content creator and as someone making your lead magnet here
• 21:30 - 22:00 so what are the different types of lead magnets um webinars video trainings ebooks audio interviews audio files and interviews strategy sessions Consulting checklists guides blueprints templates cheat sheets uh this is a wide variety and there's more than this right anything that you can give away obviously could be a lead magnet but not all lead magnets bring in the same volume of leads and not all lead magnets bring in the same quality of leads so so what we're helping you figure out here
• 22:00 - 22:30 is what actual items are going to give you the best balance of volume and quality because honestly if you have a big list of 100,000 subscribers and they're very lowquality leads you aren't going to make good money long term if you have a really focused list maybe 2 200 or 3500 people who are really really focused on a list and you know exactly what they want and they're super high quality you can often make more money with this small list than you can with a big big list which is exactly why you
• 22:30 - 23:00 can't go scrape a million emails from the internet which there software tools that will do that and make any money because they don't know who you are they don't trust you they don't you don't know what they're interested in there's not that relevance right so when I was growing my list at 3,500 subscribers I did an email promotion and in three emails I generated over $30,000 in Revenue actually that was profit for me right so why did that work with such a small list when other people with 100,000 subscribers on their list did not perform as well as I did it's
• 23:00 - 23:30 because I know these people deeply innately right the customer Avatar exercise really understanding who they are and then building that trust when it was time to you know focus them on this unique opportunity they were ready to take action so we're going to break down the the differences between each and every one of these in the next slides but really I I recommend you focusing on the right- hand column because these items the checklist the blueprints the templates the cheat sheets they're really easy easy to create for you and
• 23:30 - 24:00 they're easy to consume for your audience which is key and they also can be extremely actionable so they're going to help your subscribers start seeing results fast that little Facebook example with with the checklist that I gave you earlier right that individual downloads that checklist when they're about to launch their campaign and then they go through it and they go yep okay I got that yep check that off of my list okay yep I got that and they're able to go right through that within a couple of minutes you know 5 minutes 7 minutes and they're done and they're like o I got everything or or maybe you help them identify something that they haven't
• 24:00 - 24:30 done yet and they don't have their custom conversions set up and you actually showed them that they're oh I'm really glad I downloaded this before I launched this out that would have been a big mistake you're quickly able to help them get realworld results with all the items on the right side plus they're easy to um create so they're easy to iterate they're easy to test you might end up testing several different lead magnets in the coming months to truly identify what your audience responds to best so little story here on the miles Beckler brand the first thing I put together was an audio file it was a
• 24:30 - 25:00 downloadable MP3 I was only able to get about 18% conversion rate on that the second one was a video training it was actually a video case study um is how I presented it but it was effectively a video training um that didn't work all that well either but when I came to the seven-step blueprint that I'm still running today as I record this that has worked wonders because most of the people who are attracted to my content they want a plan they can trust they want a plan that is proven and when I finally broke everything down into that
• 25:00 - 25:30 seven-step blueprint things really started to work and that converts about 56% for me at this point in time note that I tried three separate things right three separate deliverables or lead magnets before I found the one that worked for me my wife the second thing she tried worked really well which is an MP3 file and since we sell an audio file since we sell audio files giving away an audio file is actually a really good uh way for us to prepare prepare them to buy but we're now testing other ones
• 25:30 - 26:00 we're testing different types of PDFs we're testing different things still to this day 10 years in that business we had a 45 to 48% conversion rate with the audio but now I'm getting over 60% with my newest tests right there's always an opportunity to improve and if you're buying traffic your conversion rates on your opt-in page are everything so let's jump into all of these different bits and pieces so first the webinars and the video trainings now webinars and video trainings to be highly desired which can
• 26:00 - 26:30 lead you to getting great quality leads but they're difficult to consume and often times they take a long time to produce for you webinars specifically you might be able to get your script dialed in by following like the perfect webinar script or something but you're probably going to have to perform that webinar 30 40 50 sometimes upwards of a 100 times to really get the presentation down people who do a webinar once or twice and then record it have terrible results people who go perform that webinar over and over over and over it's just like speaking from stage right it's
• 26:30 - 27:00 an act that you have to master so they also require scheduling at the webinar level and you're always going to lose a percentage of people after opting in who never show up right so when with a webinar you don't only have your opt-in rate but you have your showup rate that you have to manage and often times you'll lose half of the people who opt in to your actual webinar itself and what this does is it drives up the cost and even though you might be getting really good people right high quality leads the fact that you're getting so
• 27:00 - 27:30 few of them to actually show up means you have to pay a lot of money to get a customer and it's often times cost prohibitive because of these challenges I think also people are starting to associate the word webinar with sales pitch so this also drives up the cost per lead because he like uh probably learn one or two things out of this but I don't really want to watch a sales pitch right now that's not true in every Niche but in many niches that is absolutely starting to happen right now so this can actually be one of the most
• 27:30 - 28:00 expensive of all lead magnets to promote Now video trainings that are access on demand they're easier for people to watch and they don't have that um showup rate so there can be a greater value for your audience long term in those but they're difficult to produce and they're difficult to consume right when someone just signs up for free and they get a three-hour video training or a long series of video trainings or even a full hour video training they have to stop everything else they're doing in life to go through that video training and then they'll start to one is this person going to help me get on
• 28:00 - 28:30 the path to success quick enough or am I just going to drown in lots of content compare that with the checklist that we talked about earlier where they can download it they can go through what they're doing and within a few minutes they've identified yes I'm on the right path or B I miss this I need to go back and work on this we want to help them get on that path quickly so I don't necessarily recommend this it can absolutely work in certain niches but you got to be a pro to get this stuff to work right then there's ebooks and book excerpts excuse me um depending on the
• 28:30 - 29:00 audience these can have a very low perceived value the world of ebooks has been kind of blown out of proportion for a very long time and ebooks have been used as lead magnets for just way too long and book excerpts are even worse because they're not even going to give you the big picture right by definition if you're just getting a chapter of a book you're not going to get the whole big picture out of that book so just getting a piece and not the whole idea is not all that valuable and it's definitely not going to be all that actionable most books aren't actionable let alone um most books aren't
• 29:00 - 29:30 actionable let alone the excerpt being actionable itself so you're not necessarily going to be able to get them on the path an ebook feels like it's going to take a long time to consume and everybody's experienced downloading an ebook that was absolutely terrible it feels like a waste of time and when they have that moment of like oh God this just took a bunch of my time this I I don't even know what to do with this like I'm out of here you've lost them right because you didn't get them on the path to success quickly and mp3s and interviews so if you're an affiliate
• 29:30 - 30:00 marketer and you're focused on a specific uh product or series of products interviewing those product creators can make for a great lead magnet this is a wonderful way for you to bridge the gap from being someone who's trying to help people in a niche that you're not necessarily an expert in surrounding yourself with those experts and giving your audience members an experience of teaching of learning of connecting with the creators the experts behind the products that you do actually
• 30:00 - 30:30 recommend could be a really powerful opportunity and a lot of these course creators and a lot of these vendors if you will who sell their affiliate products will be willing to get on and create great content with you you just got to reach out and kind of schedule that so MP3s are easier to create than video courses and they're easier to consume generally speaking for the end users right it's easier just to listen you could do other things while you're listening but they don't always hold as high of perceived value which is potentially a challenge also there's very seldomly a correlation between
• 30:30 - 31:00 listening to an MP3 file and having a feeling of like this is really going to get me on the path to creating the life I desire it's good information but it's not always actionable and you see that a lot in the world of podcasts and audiobooks it's great to fill our brain with positive stuff but ultimately with your lead magnet getting them into action is the biggest key because then they trust you can help them get results because you got them into action seeing results so these do work again you know my wife and I we we've given away hundreds and hundreds of thousands of
• 31:00 - 31:30 MP3s um but again that's because we sell MP3s so for our business It prepares people to buy very well if you're not doing something in the world of MP3s it may or may not work but the idea of using interviews where you're interviewing the other experts in your space that could be a very very very powerful and valuable item if you get the right experts for the right people next are the strategy sessions and the free consultations now to be perfectly real here uh these are just sales calls
• 31:30 - 32:00 and everybody knows it I don't know about you but I avoid my phone like the plague at this point in my life it's full of spam Robo dials Etc I think the phone is quickly like the actual phone where you you dial numbers and you pick up to talk to people I personally believe that the phone is quickly turning into a world of spam that most people avoid at all costs so on this world of giving away a free strategy session or a free consultation you are absolutely going to have the lowest optin rate and the highest cost per lead you're also probably going to have the
• 32:00 - 32:30 lowest sh show up rate which is probably going to be even lower than webinars because there's that that schedule conflicting thing right so with all of those challenges stacked on that means you're probably going to spend a whole lot more to actually have those conversations and you are going to need to be a master closer for this to work the benefit is that you can get really high quality leads okay so somebody who's willing to get on the phone with you for a strategy session or free consultation they clearly are motivated enough to solve their problem to jump
• 32:30 - 33:00 through all of those different Hoops but if you have to pay hundreds and hundreds of dollars per lead you're really going to have to just be an expert closer in order to get enough people in to recoup those costs I personally believe that the right kind of checklist or template would be a better frontend lead magnet and you can offer the strategy session after building the relationship and after helping them get on the path okay so what I'm saying here is use one of the simpler approaches as your cold
• 33:00 - 33:30 traffic offer and then put the strategy session as a backend offer in your autoresponder or something you mention on your future broadcast emails to take out of those group of people on your email list out of your audience who subscribed who is ready to take that next step they already know you they already like you they already trust you and at this point getting on the phone with you is a little bit more of a valuable proposition than some random ad they just saw on Facebook or YouTube so
• 33:30 - 34:00 next we're getting into the ones that I really think are some of the smartest places for people to start checklists and cheek cheats when working on a new project or when people are working in a new platform everyone has that that like underlying thought of did I forget something it's the equival it's the digital equivalent of you're going on a road trip and did I leave the coffee pot on or did I remember to close the window right we all have these kinds of thoughts and by offering check lists and cheat sheets you can ultimately be their
• 34:00 - 34:30 savior right these are highly desired and they're actionable which is so key so a seven-step checklist for YouTube videos that rank is going to be something that people who are trying to build a YouTube channel are all about then they get it they could print it out they could have it right by them they can memorize it and they're like man that that has helped me optimize each and every video they can see the growth rate in their Channel they love you in that point in time or maybe it's a nine-step checklist for creating real estate listings that sell fast right
• 34:30 - 35:00 maybe you've been a great listing agent you're able to do 50 deals per year which is about a deal a week which is very very fast for a real estate agent and you've got this process and you're able to break your process down into a nine-step checklist and so other listing agents who want to sell more of their listings who their listings aren't moving they can go find your checklist they can look through it be wow I didn't do step number six or seven that's why my listing hasn't sold they take action they make those changes the listing sells who do you think they're going to be looking for for coaching on getting more
• 35:00 - 35:30 listings after that happens obviously it's the person who gave them the checklist or maybe it's an 11-step checklist for profitable yoga retreats this can be used in a very wide variety of niches this is not digital only this is not make money online marketing only you need to sometimes think about it a little bit differently to kind of find those hooks where you can get in with a checklist but they're super actionable which is why they're really really great and I think they also prepare people to buy very well just with my kind of um
• 35:30 - 36:00 example right if if your YouTube publishing checklist helps me get going and I can see actual growth in my YouTube channel and you have an actual fullon YouTube course well I put your free thing into action it worked for me I liked it I love the result man maybe I will get your course because that free thing works so well maybe I will actually take that course this is the thought process that happens and that's how they prepare people to buy okay especially when your larger greater system is actually a deep dive training
• 36:00 - 36:30 on every single component in the checklist right so if your your process is those seven steps and you just go deep into each and every one of them I'm doing my best just trying to tick each of those seven boxes but you're going to give me a deep dive training on each you've primed me to realize that all seven steps are important so when your sales page shows me that you have the the trainings for all seven steps and how each one builds together to make a massive YouTube channel I already believe it okay that's how this works
• 36:30 - 37:00 and that's why these are so powerful and what's funny is these are often super easy to put together and super easy to test I think a lot of people spend way too long building complex lead magnets that they have no data points whether they're going to work or not when a single simple PDF checklist can work wonders when they follow your checklist and they feel confident in taking the next step you've really truly taken a big step into the world of being their trusted advisor and their help guide this is such a key again you've heard me
• 37:00 - 37:30 repeat it over and over I'm going to keep repeating it because that is when you have won is when they look at you as the person they can trust to help them get that thing they want more of in their life guides and blueprints so this is like handing someone a road map people want to follow proven paths they want to use proven systems to create results that others have created okay in my world when someone embarks into the world of make money online or digital marketing they want to know that the
• 37:30 - 38:00 path they're on is going to create a pro a proven result how do they know if that's going to be true well they follow people who have created the result and they like to follow people who have not only created the result but documented the process along the way okay so my 15 years of experience in digital marketing mixed with my multiple successful websites has proven me as someone who can create a specific result online I can grow audiences I can grow email lists and I can grow cash flow so now I've broken this up into my seven step
• 38:00 - 38:30 blueprint this is my blueprint that I've followed that I've used multiple times over on multiple sites that's what I give away and it's converting very very well for me because it's a proven system so I think when you're using the systems and the excuse me the the guides and the blueprints you want to kind of either break it up into the number of steps or the number of minutes so like the seven step blueprint to whatever it is or the nine step or the five step could be three steps uh or the 10-minute guide to blank right the 10-minute guide to
• 38:30 - 39:00 intermittent fasting and you're kind of giving them the understanding that they're going to get the full guide and it's going to be quick and easy to consume that's the key here and a seven-step blueprint feels quick and easy to consume even if each step is is rather comprehensive which they might appreciate right because I want high quality people personally I want people who look at all of the work I want them to be willing to do the work so I'm I'm I'm happy to go comprehensive on this level of training but ultimately you want it to feel at the moment it's
• 39:00 - 39:30 displayed as an offer on the optin page you want it to feel relatively simple uh I've also tested on the steps uh odd numbers seem to test better than even numbers for me uh you might want to test it in your world but I think you could just start off running with the odd numbers for the number of steps seems to test better for me now whether people are starting a brand new hobby whether they're committing to a specific result like dieting or weight loss or or weight gain muscle gain or whether they're starting a side business anything people do to go and they're willing to be new
• 39:30 - 40:00 at they're going to have to go through the learning curve and they're probably going to do research on it so two things are going to happen number one they're going to suck at it right away because we all that's that's just where you are when you're in the beginning of the learning curve whether you're trying to learn how to drive fly racing drones whether you want to learn how to quilt whether you want to learn how to crochet you're just not going to be good at it your first times then the natural y today is to go watch YouTube videos to go read blogs to go look at Pinterest to
• 40:00 - 40:30 go consume content to get in the Facebook groups and then overwhelm kicks in so not only are we not feeling competent we're not very good at it but we're also overwhelmed with the amount of information that is out there and I think that that's the the big onew punch of the challenge so when you give people a road map that helps them feel confident so they can take action and when you sell deeper dive trainings on all those pieces in the road map it's a great way to get them ready ready to buy it's a great way to get them on the path to success uh guides and blueprints also
• 40:30 - 41:00 allow you to really go deep and reveal the root problem okay most people are looking to to solve the the symptoms but there's often an underlying root problem and when you show the path but you also focus in on the big challenges there's there's a magical thing that happens right when you are the person who best explains the problem you're always perceived as the one with the solution so you don't always want to give them the exact solution here you often want to just get them really clear on what
• 41:00 - 41:30 the root problem is in this scenario because once you've explained that better than anyone else and they're like wow this person gets me they get the problem they get the challenges that I'm going through because you did the work from the customer Avatar training at that moment The Logical connection that happens is well they obviously can help me solve the problem then if they're that clear about the problem and boy this is right I I feel it on every level of my being they know exactly what my problem is and why it's a problem okay they obviously know how to solve the
• 41:30 - 42:00 problem so then the trick is a guide or a blueprint they can get in they can start taking action they start seeing results in their world they're a better Knitter they're a better snowboarder they're a better first- person drone racer whatever it is then at that point in time they're ready to consider your other products right the belief is being built in that point in time and then there's templates I I really think that templates are are some of the most valuable and I've got got a couple of um uh phony headlines here for you and I
• 42:00 - 42:30 just want you to feel what you feel when I say this and this was an example of what a headline on optin page could be so free Facebook ad template that generated $75,000 in Revenue in one month would you like that Facebook ad template how about this one get my autoresponder sequence that has generated $300,000 in Revenue in the last year yeah interested in that one so there's an there's a feeling and a belief around a template that wow I could just go take this template I could rework it I could plug in my man that that would probably even if it didn't get me those exact numbers boy if I even
• 42:30 - 43:00 got close that would be magnitudes better than what I'm doing so templates from the standpoint of the user feel very easy to implement and they also feel very confidence inducing it makes them feel like wow you know even if I don't get that exact extreme result that they got I'll probably get a pretty good result and that pretty good result probably better than what I've been getting on my own you know what I am going to grab this template and I am going to give it a shot and you're getting them into action quickly and
• 43:00 - 43:30 that's what really makes it so powerful here the audience when you're offering it from the landing page they can see themselves implementing a template fast and easy it's something you could do in a couple of minutes in a half hour and 5 10 minutes right so the belief is instantly placed that this could work for me and that they can get a similar result that you got with it so it's the best way to give them a quick and easy win which is is huge for you long term and if you have them if you help them
• 43:30 - 44:00 have one quick and easy win then they're going to believe that you can help them get even more another cool thing is templates are often really easy for you to create you can go back through what's worked for you and figure out how to templatized right you might not want to give them your exact subject line you might not want to give them your exact Facebook ad you might not want to give them your exact quilt template but maybe you do or maybe you can make it generic enough to where you take out the ex thing you have in and and you just make it a little bit more generic so it
• 44:00 - 44:30 becomes a fill-in-the blank kind of a thing that gets them to replicate your success in their own way and again this can work for everything from from cooking to to cleaning to to yard work to to building out a garden I mean there are templates and plans can be used in Woodworking and metal working and Welding as well as the digital world right the the Pinterest ads template or whatever it might be for you in this world so it makes templates extremely desirable they're extremely actionable
• 44:30 - 45:00 they have a very high likelihood of helping your audience actually get on the path and start to experience the results and of course you want the results you'll get them in your paid course the things that they'll hear about after they opt in you want those results to be similar with what these results are meaning if you have a Facebook ads course giving away a Facebook ads template makes sense if you have a Facebook ads course giving away a Pinterest ads template does does not make any sense right again preparing
• 45:00 - 45:30 them to buy is one of the keys of what a lead magnet does and nobody talks about that but that is actually the key to what this works so then once you choose which one for you works best you get into actually creating your lead magnet you need to really start with looking at the result you've created in your life and the consistent result that you've helped your one-on-one clients and your students and the people you've helped for free achieve as well right again we as digital marketers are helping people will get results based on what we've been able to accomplish we aren't making
• 45:30 - 46:00 things up as we go along we're basing what we deliver to people on our real world experiences and results so look back into your history what have you done what have you done that crushed it what have you done that flopped right where can you pull these templates in these checklists what systems have you created or synthesized that you've learned along the years that now you're just replicating this system over and over and maybe you're able to pop out quilts five times faster than everyone else because you have a quilting system
• 46:00 - 46:30 that you've kind of developed through the years you learned a little bit from Grandma you learned a little bit from the neighbor lady you found that person on YouTube and you've made a synthesis of a variety of things and your quilting process is the fastest way to make great warm quilts and by the way winter is coming right like that's that's what you're looking for and then you really just need to break it up into phases and steps so you want to take time to map out your overall framework your system or your processes for me this is a very messy process um I don't know of any
• 46:30 - 47:00 neat and tidy ways to do this I generally start with freew writing so I'll take notes as I'm doing things when I'm ready to teach someone something whether it's a teammate of mine whether it's a client whether it's an inner circle member I I start by taking notes on what I do I look at my process whether I can go through that process now again so let's say I want to teach how to do Facebook ads well when I go launch my next Facebook ad campaign I'm going to just take detailed notes on what I do in what order and often times I find that I'm I'm very inefficient in
• 47:00 - 47:30 my ordering which we'll talk about how to figure that out in a minute but what I I just want to get it down right and when I say Get it down I prefer to use a pen and real paper I got to bring it into the real world here at this phase once I get all the bits and pieces down I just freewrite for a while and I try to write out my explanation of it so this whole training that you're going through right now actually was three fullon pages in my notebook um 8 and 1 half by 11 no lines just just hand written and I just wrote wrote wrote as much as I could to get the whole process
• 47:30 - 48:00 and not just the steps but my explanation of the steps is what came out in this next phase right so step one was just just try to get those steps out as best I could part two was to to write out the steps and their explanations freehand super scribble no one ever really looks at this but me I sometimes can't even read my own writing because I'm going quickly here I'm just trying to brain dump the ideas and then what I do is I go back through with a different color pen usually and I start to underline the key pieces I underline those little quotes my little quotables
• 48:00 - 48:30 that came out I'm like oh that actually sounded pretty good right so I'll underline all of those and I transfer the steps with those main bullet points which are the quotables onto either Post-it notes or 3x5 cards now some people can go straight into like a PowerPoint presentation at this point and sometimes I do that but I'm usually not really as organized as I feel like I should be uh to teach this so I'll put it on to Post-it notes and 3x5 cards and that allows me to move things around and so then I can start to put the different pieces in the different places and I
• 48:30 - 49:00 kind of talk it out out loud and I'll be oh man well actually that that step needs to be after that step so I'll move the 3x5 cards around a little bit and I'll add notes to the back of the cards or on the the Post-it notes because I'll have an expansion I'll I'll kind of explain it aloud as if I'm sitting there as if I'm doing it for my YouTube channel for example or as if I'm sitting there with a friend explaining to them this process there's something that happens when you speak it out loud uh just even in rough draft mode that that hearing it bounce off the walls often makes me think like H I can't say that
• 49:00 - 49:30 like that or I need to add that or if I tell them this I need to reference back to the last training the the customer Avatar train or whatever that may be then once you have your 3x5 cards you get it in the right order from here you can often put it into whether it's an outline a word doc a PowerPoint presentation whatever that actual mechanism needs to be a series of questions for your interview etc etc um that's really it once I'm confident I've got the process the template the seven step blueprint in the right order um I just make it into a draft and sometimes
• 49:30 - 50:00 I'm I'm sitting on eight steps and I'm like oh man I really want this to be seven steps and I'll find a way to mash up two of the steps right I'll find a way to make two of those 3x5 cards marry each other to become one thing and I might have to change the name and I might have to reorganize it but that's really what we're working at in this is what are those core pieces what are those core steps what are those core chunks and then you want to actually build it out into a deliverable into something that's delivered to them so depending on what kind of lead magnet you choose you're either going to create a PDF an MP3 or an MP4 video right that
• 50:00 - 50:30 that's really it you might have a call scheduler like calendly if you're doing the one-on-one bookings type situation but I really only recommend that for people who are absolute badasses at selling right if you're not if you are not an extremely competent uh like salesperson on the phone don't go in the direction of generating more phone calls let's Leverage The Power of email marketing to build the relationship first before you go into that world so really ultimately you're going to make a PDF an MP3 or an mp4 you should host the
• 50:30 - 51:00 PDFs or MP3s or the videos on a thirdparty system you don't necessarily want to host these on your web server you can in the short term but when you start to get 50 leads a day 30 leads a day and you're delivering a bunch of audio files and PDFs it can slow down your web server so you want to use a third party system Amazon's AWS which is the Amazon web services they have one that's it's called S3 it's uh simple something sending Solutions it's Amazon
• 51:00 - 51:30 S3 it's essentially Cloud right you use the cloud to deliver it or you can use libson Libs YN most notably known for podcast delivery but you can deliver um videos you can deliver mp3s and you can also deliver PDFs from libson uh that's where I deliver most of my PDFs and and a lot of those components if it's a video training you want to host it on Vimeo Pro and Vimeo Pro versus YouTube is going to eliminate all of the the distractions that come with YouTube uh
• 51:30 - 52:00 someone could click on the title and disappear into the world of YouTube when they're you're trying to get them to watch your training uh or when the training is done uh YouTube tries to recommend all sorts of other videos whereas Vimeo you just get more control over that player again eliminating distractions what we talked about earlier is one of the keys here you want to really take time to create a high quality highquality and branded deliverable that that really conveys TR okay that the perceived value of everything you do is important from this
• 52:00 - 52:30 point in the conversation with your audience so people judge the book by the cover you probably heard that right don't judge a book by cover well we all do it and if your document looks like an unformatted dooc with uh bad punctuation and and hasn't been proof red that's just going to reflect negatively on you so you do want to hire whether it's a PDF designer or an audio engineer or a video editor if you don't have those skills obviously if youve got those skills just take time making it great go
• 52:30 - 53:00 back through the audio file pull out some of the the ums and the US and the crutch wordss and just really spend time mastering a great audio file if that's what you're doing okay if it's a PDF I personally I didn't do a PDF I did a kind of a series of web pages but it was written content I hired a a copy editor and a proof reer and I just spent the extra time and money it took several days to get it go back and forth with them and to get it done but now I know that the commas are in the right places and the periods are in the right places and it reflects highly upon me it's not
• 53:00 - 53:30 glaring with these types of um proofreading issues that are just showing up there so again people judge the books by the covers so so kind of work that in here um and then also if you're doing a PDF make it branded hire somebody to actually do a layout get your logo up top maybe a little bit of color involved make it a branded kind of piece that that conveys more value than the simple ugly typewriter looking micros soft Word document um that's really it at this point in time I will
• 53:30 - 54:00 say if you're hiring someone to do like a PDF design for you you want to have a cover design made as well and then you're going to want to get like a 3D image of the cover that looks like an actual book uh this is going to be used on the landing page training you're going to see that next um so so if you're working with someone to create an inner design for that actual PDF document that delivers your checklist or your template you might as well get like a cover created as well that way you can use that and leverage that for the um
• 54:00 - 54:30 the front end of your offer from the front of your funnel from your opt-in page it will come in handy might as well have the same person do it there so I use Fiverr fiverr.com I also use upwork.com um you might know somebody locally really you can just get these one-off jobs done on Fiverr pretty easily pretty effectively relatively quick and relatively inexpensive and honestly the key from this point here right now where you're at is speed of implementation creating your next opt-in page right away this is something that
• 54:30 - 55:00 should be able to be done in an afternoon or at longest in a weekend okay because again you want to create something that's easy to create for you easy to consume for them so a template a checklist a worksheet those kinds of things NE they should be easy for you to create okay so the faster you can get this lead magnet created the better off you're going to be making progress the universe rewards speed so we need to get you into action creating your lead magnet that's going to get your audience into action helping them get their results fast I really think you should
• 55:00 - 55:30 be able to put together a checklist or a template in an afternoon a video training even like a video training a multi-part video training should take no longer than a weekend because it shouldn't be all that long this is not your paid product this is the free thing to get them into motion so give yourself a definitive deadline right now I want you to look at your calendar I want you to pull out a calendar and I want you to declare I'm going to have my lead magnet done by blank make it a aggessive if it's Thursday that thing needs to be done by Sunday evening you need to
• 55:30 - 56:00 really force yourself to get this out and remember that iteration is required from here so as I stated it took me three different lead magnets each one I tested many different headlines on but it took ultimately three different lead magnets for me to figure out the one that really works well to where I was able to move on to the next steps in my business that process was like eight or nine months and I'm still to this very day testing new headlines for that thing which we're going to talk about split testing in the future I just want to
• 56:00 - 56:30 reinforce the idea that this is not a once and done okay I checked it off my list I'm I'm done with this forever it's never that kind of a scenario because you can always create something that's more valuable for your audience that can convert higher that can get them into action faster that prepares them to become a buyer more effectively that's really the key and that's what you learn and how do you learn well you learn by doing you put out your best idea first and you get that going and then we test it and we see how high we can get that opt-in rate if we can get up to 45% or
• 56:30 - 57:00 something great we can move on to the other aspects of your business if we can't get you over 25 30% conversion rate after testing multiple headlines we're going to come right back to the lead magnet and we're going to have you test another new lead magnet because the offer itself is more important than the headline headline is the second but the offer is first but we got to test a few of them okay so we're going to go through all of this but again give yourself a deadline right now force yourself to get your next lead magnet if this is your first lead magnet great I'm excited to get you on the path now if
• 57:00 - 57:30 you already have one and you're ready to build something that's going to be more effective I invite you let's dominate and let's increase your optin rate let's create something that's of more value for your audience it's going to help them get better results more quickly and it's going to better prepare them to buy your stuff whether that's your coaching your products your services or even if it's the affiliate items you promote what you deliver through your lead mag is directly correlated to how much money you make on the back end because if
• 57:30 - 58:00 you're not helping people take action if you're not building the right beliefs if you're not overcoming objections if they don't believe you can help them get the results that they desire that they value they're never going to buy your stuff but when they have that belief and those beliefs start to stack up and those objections start to dissolve and they believe that he I can do it and then they believe B you can help me get there and then they believe C your course that's the thing that's been missing that will bridge the gap from where I'm at today to where I want to be selling
• 58:00 - 58:30 is easy you don't need fancy copyrighting when they have those beliefs in place this is why my wife and I have been so successful it's this mechanism it's this part of the business that leads into the emails that we'll talk about in the future trainings but it all hinges right here on getting permission to follow up with them getting permission to Market to them and ultimately getting permission and an invitation into their inbox so you can deliver more value so you can help them on their path to more happiness in their
• 58:30 - 59:00 lives cuz that's what they're willing to invest in all right at this point you understand how to create the lead magnet but there's always a gap between you know knowing how to do it or knowing what to do and actually implementing it so kind of a game time decision on my part I decided that I'm actually going to go through that process with you to help you see how quick and easy it was because I said this is something you need to be able to do in an afternoon or on a weekend it might feel and sound daunting so we're just going to go through the process so you can see that it actually can be quite simple now the
• 59:00 - 59:30 first thing for me to look into is I have a few lead magnets right so for me I need to come up with a new lead magnet so I'm going to come up with a new customer Avatar and ultimately I'm thinking about my world and what I teach and what is a result that I've created that other people are going to want to duplicate this is a great starting point right again it all comes back to that thing that I can actually help audience members do so I'm going focusing on YouTube for this cuz now at this point
• 59:30 - 60:00 of this recording I'm at like 110,000 subscribers so really helping people understand what it takes or giving them a checklist is what I'm thinking at this point um on how to get a 100,000 subscribers and the way I'm going to position this on the landing page which we'll go through later is you know uh get the blank step checklist That Grew my channel to 100,000 subscribers my goal is to actually position the checklist as the thing that created the desired result for this moment right now
• 60:00 - 60:30 you need to think back what is that desired result that you're going to be able to help them accomplish so for me uh 100,000 subscribers so we're going to jump on I'm going to literally go through the process of brainstorming this and getting all my notes together so let's get on the computer here and now I'm just going to start kind of uh working with these ideas so let me get my pen So within the world of you YouTube there's there's a few phases right and I want to make this this my goal is to make this a one-page document this is
• 60:30 - 61:00 going to become a one-page PDF and really so phase one is essentially recording okay and then phase two I guess I should put a one there since I called that phase one phase two is the actual publishing process so this is kind of this is where the bulk of the SEO comes in and then phase three is like promoting okay so this is like um after
• 61:00 - 61:30 publishing so that's another way to say it right so this is kind of before um this is during publishing the actual process and then that's after uh really I think that that in here this SEO right the actual process of publishing I think that's the the biggest thing but I'm I'm going to incorporate all three of these phases into it I might have to rearrange things or um I'm I'm going to stay flexible right because I want this to be a onepage PDF I may end up making a
• 61:30 - 62:00 little video to go along with it to describe the PDF but I don't know ultimately I just need a YouTube publishing checklist so these are my three phases um so what I'm going to do now I'm going to clear this screen and I'm just going to keep writing and I'm I'm really trying to just show you when I say I I just kind of brain dump ideas I really do so I'm GNA talk about the publishing part first so this is this is the phase two portion so in the publishing like the number one thing that they absolutely have to do is
• 62:00 - 62:30 they have to do keyword research Okay cool so number one keyword research have you identified your best keyword with high search volume and low competition now why is this so important for my people in this scenario ultimately it's because YouTube's a search engine right and and that's why my channel grew so fast is because of keyword research so then they've got their keyword again we have a video done at this point is what I'm thinking because I'm in phase two um so the second part is going to be the title so at this point it's the title
• 62:30 - 63:00 which is keyword at the front and a compelling to click title uh in the membership in the members area here you you have access to my YouTube publish pro software right and that's kind of what I'm thinking through is what are all those things I try to force people or coers people to do with that software one of the big thing is once you know your keyword you want to get the title you want to get the keyword at the beginning but it needs to be compelling to click right so the title serves two audiences the algorithm and ultimately the human um having that so then number
• 63:00 - 63:30 three is the description okay so let's get that on here so now the description has a few parts to it so there's the first 120 characters we want the keyword at the beginning and we want the first 120 characters to be compelling because that displays as a description perfect so I've got the first 120 characters there um compelling and keyword at the beginning so that's good for SEO that's good for the click and then the second part of the description so I'm actually going to go
• 63:30 - 64:00 kind of like number four here so I'll calll this description one and then description two so the second part of the description is long copy right so I want this to be I want them to to Really fill out the the text with descriptive text so cool so the second aspect of the description is that it's long copy minimum of 300 words relevant to your keyword I can give them a little um hack here one thing I've been doing is um
• 64:00 - 64:30 using all 5,000 characters with my transcription okay and then there's another part of the description which is I'm going to call that Des I'm going to put number five here and that's description three perfect so now even in writing this I think the order for them I would need to switch numbers four and five right because ultimately I want to get the links in before you fill up your 5,000 words of cop copy that would just be an easier workflow so just put a little arrow there for myself um then
• 64:30 - 65:00 tags are next and then in my tags I recommend so we'll put six for tags so on the tags I recommend that they add at least three to six competitors first perfect so tags three to six competitors first and then the brand and the brand names whether it's uh their name their software name their brand their YouTube channel Etc and then fill the rest of the tags with relevant content and then the thumbnail is the other thing in the actual process so number seven is
• 65:00 - 65:30 thumbnail okay so for the thumbnail I really want it to be compelling right it needs to get the click uh it needs to have big text uh not repeating we we don't want to repeat the title we want to really induce curiosity to get the click um I'm going to put like color here also so we need to have a note on color so that's really it right so this is my phase two so I've got a seven-step process for phase two now there's other components in here right there's the um adding your subtitles there's the um adding cards if relevant and end screens
• 65:30 - 66:00 Etc but those things some people can't add cards and there's there some people aren't really interested in doing the actual transcriptions so this is the core of it for me so what I'm going to do is I'm going to just write this down and have a note of it for myself and then ultimately I want to go work on and just jot out the other phases so you can see how this all works so let's go ahead and uh give you one quick second here all right so I've got this all noted put it down for myself so I'm just going to erase this and we're going to go on to I'll go to phase oops let me get my pen
• 66:00 - 66:30 here I'm going to go to phase three because that kind of follows next so phase three was post publishing okay and this is where we can do the cards relevant videos and calls to action we'll say end screen so then you can pin the top comment you can pin the top comment with a question okay this is engagement bait sharing on social media groups
• 66:30 - 67:00 LinkedIn quora relevant okay so then you want to go link your old videos that are relevant so you want to link your old relevant videos to the new video and we can do that one of three ways through the description cards end screen or obviously through all three um and then let's make a podcast out of it and then might as well make a blog post now ultimately all of these are optional okay the the phase two that I
• 67:00 - 67:30 covered first that's the core that's really if they do that every time with the keyword research and the focus that's going to help like are these things going to help sure each one of these things could help but when someone's pressed for time I need to make sure they do what we covered first there so give me one more quick second I'm going to note this all down and then I'm going to do the next part for you okay with that all noted down now I'm going into the pre-published so this is actually phase one and this kind of just goes to show you I'm all over the place
• 67:30 - 68:00 right I'm just getting the ideas out so phase one is pre-publishing so in the or we'll just say pre-publishing SL production so in the first 30 seconds you can ask a question okay so that's engagement bait so you ask a question in the first 30 seconds and you have them answer in the comments um that's designed to get them to actually engage on the video which which will move the uh the search engine kind of algorithm in your favor uh you can ask for a like during the video during the first minute
• 68:00 - 68:30 of the video so you can ask for the like or the thumbs up in the video in the first 60 seconds uh you obviously wouldn't want to do all of these um but but ultimately you can do some of these some of the time and then there's the Cliffhanger so then there's the Cliffhanger in the beginning of the video you could say hey at the end I'm going to share my number one favorite blank whatever that is you're seeding them you're opening a loop if if you will um that's going to ultimately make them want to stay to the end of the
• 68:30 - 69:00 video which could increase your watch time and then the final thing that you would want to do in the production side of things is to um speak out your your main keyword so now even in this I'm starting to realize and see you know if if this is phase one pre-publishing and they need to speak out their main keyword I need to get them to do keyword research at the very beginning so I think I'm just going to put keyword research in here again and so it's kind of like a video idea
• 69:00 - 69:30 to so really with the organization of these ideas in phase one they have to do keyword research first and this is how I'm literally building what order is this going to be laid out on the document right so they have to do keyword research first so they're going to have a video idea in mind that they want to produce and they'll need to go look and cross reference what keyword is actually searched for that and they have to do that so they can actually speak out the main keyword in the beginning and then they'll use that same keyword in the title of the description as we did in phase two so at this point I'm
• 69:30 - 70:00 going to um I'm going to actually just get into Microsoft Word and I'm going to try to organize this in a way that it's all like bullet points it's all kind of neat and tidy and this is what I'll end up sending over to a uh designer who will be able to kind of work with it from here to create my actual onepage PDF so uh that's it really I wanted to show you the brainstorming now remember so made 570 videos or something crazy like that at this point so I've been through the process so many times that I
• 70:00 - 70:30 know it by heart right I've got it down this is my exact process I'm not ripping off some I'm not ripping off something somewhere this is just what I do and I truly believe that when people follow this process I think this process is what helped me grow to 100,000 subscribers so quickly right it's because keyword research because I created great content that's engaged with because I create great content that ranks well in the YouTube search engine and when people process use this process
• 70:30 - 71:00 when they habituate this process they're going to get that same result therefore it's a perfect checklist so this is really how I created my checklist and um I'll probably what I'm going to do is I'm going to get on uh you won't follow along this part I'm going to try to speed it up here and I'll show you the the final document this really is just a basic outline here of everything that you saw me come up with now you know some things are really important so I've bolded them I'm I'm wondering you know the asteris is kind of like these are optional things um and I don't know exactly how this is going to get laid
• 71:00 - 71:30 out right but these are all of the ideas and I even added a few I had a few ideas of things that were like oh I forgot about that once I typed it up this is why I like to go through ideas in multiple phases starting with brainstorming first before actually typing it up because I usually find one or two things that I was missing so from here I'm going to go hire someone on Fiverr um in order to make this kind of beautiful for me so let's go over to Fiverr and here I am on Fiverr f i rr.com and I just searched for PDF checklist designer and you can see right
• 71:30 - 72:00 here I've got someone uh I will I will design your checklist professionally starting at $15 um Pro workbook and checklist so what I'm looking at here is their star rating and the number of reviews so I don't like that they only have five reviews here I even think 10 to 14 is low so I'm going to scroll down and kind of look around here real quick um and now so you see here I'm at uh 77 reviews I've got 63 reviews on this okay this
• 72:00 - 72:30 person right here 426 reviews five stars this is what I look for um when I'm looking on Fiverr I want hundreds and hundreds of of great reviews uh so this is up to five pages for 35 bucks and I mean that's that would be it right so I need to get a few more of my ideas together I might add some hyperlinks in this I want to figure out what's optional what's not but this is really the process and then once I send this over to the designer excuse me let me go to the right page there it is
• 72:30 - 73:00 once I send this over to the right person to the right designer I'm then going to move on to the landing page side which is where I'll meet you on that next video okay and this is what I got back from that Fiverr gig so I did end up purchasing from that same individual now this cost me $10 in fees for the actual service provider uh Fiverr charges $2 and then I did pay an extra $10 to get the editable source file because I wanted that if I wanted to make any changes but with that said I went back and forth with the service provider a couple of times there were
• 73:00 - 73:30 some typos and I just wanted to reorganize things a little bit um and I really like what we came up with so for about $122 invested if you don't have skills to do this on canva or whatever and this is what we came up with so we've got the main steps in the order I realized I've got my kind of uh phase one phase two phase three broken out to really make sense and then all the different optional stuff and I made it hit the uh 11 steps so I could use that 11 step process that grew me to 100,000 as kind of my big headline okay so now I've got my PDF I've got my actual lead
• 73:30 - 74:00 magnet done what do you do with it from here how do you actually get that in place so from here I've got a step-by-step blog post that shows exactly how to get this going so if you go to my website miles becker.com right here on top it says start your email list if you click on this you'll see I actually walk you through the process of building it out it's a free landing page builder and when you sign up and get going you also get up to a th000 email subscribers for free so it's completely free email Marketing System you get to build the landing pages and you can see I'm
• 74:00 - 74:30 literally building out this landing page for the 11-step guide we change the button color everything gets set up all the way down to the bottom how to deliver the MP or the PDF excuse me um at the end of it so all of this again is on the miles becker.com blog click on start your email list now if you're using another system if you already have a landing page design system you're on lead Pages which I personally pay for and use or if you're using Thrive themes with architect which I personally pay for and use um just search on YouTube
• 74:30 - 75:00 miles Beckler opt-in page design this top video right here that says steal my high converting opt-in page this shows exactly what the best converting layout is when you're using a dedicated page builder you can't build this on the free system but if you've already invested in a tool um I highly recommend watching that um and then obviously there's more videos for here and then finally you know email marketing is a rabbit hole email marketing there's a lot to learn in the world of email marketing so you can always search miles Beckler email
• 75:00 - 75:30 marketing if you want to write an autoresponder my wife and I talk about the autoresponder she created this is a brilliant video here I think this is one of my more underrated videos um strategically uh how to write emails that actually get open and turn into customers I I write the email in real time on this video I show you how to go from idea all the way down to making it happen so just miles Beckler email marketing is what you would search up there and that it you now understand and have all of the bits and pieces that are required to build out your first
• 75:30 - 76:00 marketing funnel your first lead generation funnel if that's where you're at or you now know what to do to make your next one I want to remind you that it takes testing okay you might have it takes perseverance you might have to watch this video two or three times to really let it all sink in great go through it again take notes again if needed and I commend you you're one of the few people who have made it to the end most people don't take action most people never actually commit themselves so jumping in the unknown to building and producing something as you saw here it's not all that difficult but your
• 76:00 - 76:30 best first guess might not work just like my first one didn't work your best second guess might not work that great it took me three tries and dozens of headlines and dozens of split tests to ultimately find what works but here's the cool part once it's dialed in and that lead generation system has been working for me I've been converting approximately 55 to 60% of people who go to miles becker.com free- course and whoever goes there about 55 to 60% of people actually opt in they get on my
• 76:30 - 77:00 list I get to build a relationship and my business grows from there my wife list has had over a half a million subscribers on it um this is the keys to building and running a successful business online I hope you've enjoyed this if you have questions for me get at me in the comments if you think this was a great video feel free to share it please share it on social tweet about it put it out on Reddit get it out to those who who need a little bit of help in this time uh getting going in the right direction and or just go create something awesome create something amazing for your people that gets them ready to buy your stuff you'll be amazed
• 77:00 - 77:30 at how well this works within your business model I wish you all the success in the world I'm here to help I'm going to keep putting out videos for you so subscribe hit the Bell like do what you do and I will catch you on the next video Until then be well my friend