In this episode:
02:15 – Highlights and takeaways from SuperFastBusiness Live event
03:33 – Rounding up the the experts for the event
04:30 – What were the highlights of the event?
05:36 – Should you be a believer?
06:20 – How Sam Cook delivers content
08:00 – Training your customers on self-segmentation
09:25 – Great takeaway from Ezra Firestone
10:18 – Dan Dobos explains his unique newsletter strategy
11:06 – What the “Acknowledgement” episode was all about
11:38 – James delivers his best tips and tools
14:05 – Taki Moore’s live presentation skills
15:33 – Teddy Garcia shares his expertise on creating a vortex
17:06 – Greg Merrilees on applying the 80/20 principle
18:33 – Is your business connected to your personal life?
19:51 – What is the most effective email system?
21:32 – Walter’s magic tricks
22:49 – Having fun with James and Joel on Kickingback.com
23:12 – How attending a live event can benefit your business
24:41 – “Leadership is doing the right things.” – Peter Drucker
24:56 – John Logar shows how to be a successful “middleman”
26:07 – Where to get access to all recordings of the event
27:10 – Justin Brooke’s passionate presentation
28:56 – Mike Rhodes focuses on remarketing and retargeting
30:03 – Lessons learned from the event
31:08 – Brent Hodgson leaves all behind to start a brand
32:30 – Quirky new words and emotion-based marketing from Franziska Iseli-Hall
33:50 – Listen to the most popular TAG episode
34:29 – Keith Kranc shares his most effective Facebook advertising strategies
36:15 – The introvert Andre Chaperon live on stage
38:16 – Cheers to everyone who were part of the event
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Ezra: Hi there, listener. Welcome back to another episode of ThinkActGet. Ezra Firestone here with my partner as always, James Schramko. James, how are you, man?
James: Good, thanks Ezra, how are you?
Ezra: I’m good, I’m good.
James: Are you thirsty?
Ezra: No, I’ve… I didn’t drink.
James: Just say “Yeah.”
James: Yeah. Because I’ve got you a little something here.
Ezra: Is this a beer? Oh. Woah.
James: Why don’t you tell us what’s on that beer label?
Ezra: “Drink Act Get.”
James: And I have a little…
Ezra: “What you drink determines how badly you act, which results in how much trouble you get.”
James: So that was sent in to us from…
Ezra: Oh, that’s beautiful.
James: … Barry. Barry sent it.
Ezra: Barry. Well Barry gave me a card, and a box.
James: The box is full of…
Ezra: Full of beer? Oh.
James: Yeah. Full of “Drink Act Get.”
Ezra: That was a really lovely card, Barry. It made me feel really good about myself. Thank you so much.
James: Yeah. So we’re here at SuperFastBusiness Live, and in this episode we’re going to be talking about what happened. From the beginning through to the end.
Ezra: And we’ve been leading up to this event on the podcast, so you know, you the listener, that this event is happening. So now we’re going to talk about what happened.
James: So you gave me a pen, which is great, but what I need is my notes.
James talks about profit
James: Which are just here as well. So, what I thought we might do, is just have a look through the schedule and stuff. And we’ll skip all the other stuff that we normally do, like shout outs to listeners, etcetera, because this is going to be practically impossible.
And we might get some help, too, from our audience, at some point if we need it. But first up we had me talking about where the event fits into the general scheme of events that I’ve done, and I went into a section about profit. So I’m not sure if you remember anything from my presentation?
Ezra: Well, I don’t remember anything you said, although I do remember what you just said about what you said. And here’s what I think about that.
So I think that your first session was, the goal that you had with that session was to give your community context on why they’re even having this experience in the first place, which is a very good thing to do if you intend on putting someone through an experience, letting them know before you do so why you’re doing that is a really smart thing.
So if that’s what you did, and I’m not sure it is, I think that was a good idea.
James: I think I’ll run with that because it sounds smart. But what it is, I pulled out some of the better templates that we talked about before, the mind map that my business runs on…
One of the biggest messages was that not too much has changed in the core business model, and the second big message that hopefully came through was that I’ve been out and about in the last year, meeting people and going to places, and it was…
Ezra: Ah, that’s right.
Gathering the experts for the event
James: The big point to that is that you’ve got to get away from the desk. And I think, this is my theory, that the reason we had such good experts at this particular event is because I went out and met them and talked to them and convinced them to come to the event.
Ezra: You rounded people up. You travelled the world herding marketing experts.
James: Basically I’ve turned that into a job, is to scout out the best people I can find and invite them to the event once a year.
Ezra: And you know, it goes back to that thing that we’ve talked about on a previous episode, which is you get what you want from people who have it. If you want to learn how to do something, find someone who’s doing that effectively and learn it from them.
James: Exactly. Then we had this other guy up, Ezra, talking about e-commerce.
Ezra: Strange dude.
Ecommerce update from Ezra
James: He did pretty well, I think. He was well-paced, this time. He had some updates on what’s new with e-commerce, what’s changed and what’s working that he predicted with home pages and things.
How to personalize stuff with videos, and also some ads, yes, some traffic stuff. Have you got any highlights for you, from your session?
Ezra: Sure. Sure I do. I’ve got a lot of stuff. One of the highlights for me was just being back in front of this community. I don’t get to connect with the Australian community but once a year, and there’s some really, really good cool people from Sydney and Melbourne and Brisbane and I love Australia, there’s a special place in my heart for this country.
And strange, oddly enough, about five years ago, I was getting a, one of those, the people who tell you what’s going to happen in your life by looking at stars? There’s a name for them. Astrologists, yeah…
James: Bull**** artists?
Believe in clairvoyance?
Ezra: Well, no. Well, here’s the thing. Perhaps, right? But when you look at a human being’s ability to be clairvoyant, you’ve got all these, like, different people who claim to have the ability of clairvoyance.
And they use some medium to get there. it might be the stars, it might be a crystal ball, it might be some sticks on the ground, it might be tarot cards, whatever.
But they use these mediums to bring that ability out. And I’ve had some pretty interesting experiences with these people. And one dude, five years ago, told me that Australia was going to be far and away my best market for business. This was before I had a business. And so that’s turned out to be true.
James: Well, I’m sure that he said lots of things, but you remember the ones that…
Ezra: He predicted the day that I was going to meet Carrie. This guy was influential, man.
James: Yeah. So I’m not a believer, but that’s OK.
Ezra: Here’s the thing, that you’ve said many times over at this conference, is that I wasn’t a believer in this, until I read this thing and it convinced me.
So I think we just got to get you in front of a good psychic, we’ll get it on ThinkActGet, we’ll record it live, they’ll predict some stuff, and then we’ll see how it goes.
James: But I’ve seen scientific tests where they do this, and they tell the tarot reader to say the exact opposite, and everyone can read meaning into something…
Ezra: Sure. I’m not saying that you have to have psychics in your life.
James: You know what the most popular prediction is? Like in the Chinese fortune cookies?
Ezra: I do not.
James: “See the other side.” It’s like, alright. Let’s just move on.
Ezra: It was right over my head.
James: Then we heard from Sam Cook, who’s a SilverCircle case study.
Sam Cook’s way of delivering content
Ezra: Sam wants to kill some sh**! No, no, Sam… Well, here’s what it was from Sam that I thought was awesome and I actually, you know Sam and I have been trying to connect for the better part of two years or something like that. He lived in New York City, I live in New York City, we never actually…
James: He could have connected better if you hadn’t edited the podcast where you told everyone where you live.
Ezra: That’s, well, I, that freaked me out, man. But here’s the thing about Sam. When you look at the way that people present content, they often present it in some kind of a metaphor.
And one of the oldest metaphors for delivering any kind of content is that of like war and battle, because that’s just one of the oldest things in the history of humanity, is like wars and stuff.
So the way that he presented his content was actually very effective, and he was talking about traffic sources being weapons, and just all kinds of cool stuff that I thought was interesting.
James: Well, the biggest point that I had for Sam was logistics. It’s just so true of a well-organized Internet business is you’ve got your logistics organized.
Like you said, it sucks to run out of fuel in a tank. And I know that happened in a few wars, people just got annihilated because they were sitting there with no fuel, no food, no clothing, and just… Here we go… so, I like that, put together a team and get your logistics in order.
So, big takeaway. Just back to you, we should say something really good that you said, and I thought that was about your wizards. Your selection wizards, like I’m doing on my Products page, and it came up a few times in the conference. We’ve heard also from Greg Cassar, the conversions expert, doing exactly the same thing by a different name.
Greg Cassar on conversions
Ezra: Here’s what it comes down to. And we talk a lot about this when we talk about the different segments of our customers. It’s allowing your prospects who see your offers to segment themselves into the most relevant offer that you have.
So if you have multiple things you’re selling, you allow people to choose what is best for them. So for example, the example that Greg gave, it was a yoga teacher training offer, and there was multiple different yoga teacher trainings, and there was a page that said, which yoga teacher training is right for me?
And they would click that box, and then it would take them through a few questions that then presented them with the one that is right for them. They’re much more likely to buy that, because it’s the old commitment and consistency principle.
James: Well it’s just super relevant, people are finding the thing that’s talking to them.
Ezra: Another interesting thing about it is… can I? I’m going to, anyways.
James: Yeah, just do it. Roll it.
Ezra: Is that it’s not just for information products, services or… it works for physical products, too, which I find fascinating.
James: Yeah, I mean look at what happens out in the foyer here. There’s a men and a women’s door, for the bathroom.
Ezra: Don’t pick the wrong one.
James: Yeah. I just think about the most-searched term for Ezra Firestone. Wedding. Anyway.
Ezra: People really… yeah, man.
James: OK, so…
Ezra: That’s an inside joke.
Dan Dobos on follow-up sequences
James: Dan Dobos got up, and I was talking about combining online and offline and how much better the conversions can be if you have an offline conference. You can convert half the room.
One of the best quotes he had was that people are predictably lazy. So you can rely on people doing nothing. It just shows how important it is to have follow up sequences and to… you know, if you really want something to happen, just put everything in place.
And it came up so many times, whether it’s Andre Chaperon talking about emails, and he’s pretty much relying on someone waiting to receive their email each time and it telling them exactly what to do, every email has that call to action.
So in life, in a ThinkActGet way, people sometimes think something but they quite often don’t act. And then they don’t get.
So we have to help them all the way, and we also talked about checkout abandonments, following people up with automation, was like a recurring theme as well. What are you…?
Ezra: I’m just enjoying listening to you talk, is that such a bad thing?
James: No, it’s a good one.
Ezra: No, do you want me… any comments on that?
James: Well, also like Dan said, they send part of the package.
Ezra: That’s what I was going to say. They do the old-fashioned, if you’re selling someone a newsletter, you send them along with that newsletter an empty binder that has all 12 months in it, and you have them fill that up and the way he does that with his seminars is emails people an empty DVD pack, and says you’ll get the DVD that fits in this pack when you come to the live event.
James: And they bring it to the event.
Ezra: They bring it to the live event.
James: And he also, he’s got such a sneaky question, it’s like “What have you heard here for the first time?” It’s having them acknowledge that they didn’t know something, which is very good, and…
Ezra: By the way, on ThinkActGet, we believe that acknowledgement is an extremely powerful tool, probably the most powerful tool that we have as human beings in our communication processes, and if you’re interested in that, Episode 12 I believe is the acknowledgement episode.
James: Very good. I wouldn’t have been able to name that episode.
Ezra: It might not be Episode 12.
James: Oh my goodness. Also, I like that he was able to have the participants at his conference acknowledge that they’ve actually improved while they’re there.
Ezra: Yeah, pre-sold themselves.
James: Showed them that he can help out a lot. Then after Dan, we had me talking about what’s been working since the last event. Do you remember anything that I said in that session?
Great takeaways from James
Ezra: Everything that you say to me kind of goes into one big Schramko sort of jumble in my head.
James: I’ll give you one thing.
James: Less meetings.
Ezra: Less meetings.
James: Less meetings with the team.
Ezra: That’s right.
James: Yeah. Just…
Ezra: A good jumble of Schramko stuff. Very good stuff.
James: We’ll run with it. That’s fine. Well, enough about me. Let’s move on to…
Ezra: Well, let me just say a little bit. Let me just say something about you. Which is that you are phenomenal at taking very big processes and things that might feel overwhelming to people and breaking them down into little frameworks that people can implement.
And one of the things that I’ve noticed consistently with your speaking – I’ve now watched you speak as entrepreneur and traffic converter, wherever – is that you’re consistently able to have people feel like they can do what you are teaching them even if it’s high-level stuff which is a skill.
It’s one thing to have good information. It’s another thing to take that good information and make it easy for someone to consume and then take action upon. It’s a very unique skill.
James: Oh, thanks Ezra. That’s super kind. Alright, so then we had Taki, and.…
Ezra: Great goblets, man.
James: Over in Australia we call them bottles. Taki, of course… isn’t Taki….?
Ezra: Talkshop Taki.
James: Why Talkshop Taki?
Ezra: I don’t know. It just came up. We just started…it was the Takster, and then we were looking for other nicknames. Like you’re Shramington, like Lamington.
Lamington’s like an Australian puff pie thingy that’s really tasty. Right? With a little cream in the middle, it’s like a Hostess cupcake, with coconut.
James: OK. So you can make these at home, you just get some sponge cake…
James: …you just put Vegemite on every side.
James: And then some dessicated coconut.
Ezra: Anything that you offer me… James came on my mastermind call last week, this is now live on my blog and everyone’s commenting on it, I recorded it, and offered me some worms.
James: Agave worm, from Tequila.
Ezra: Worms in a bottle. And we ate them live on the mastermind. I didn’t know you weren’t supposed to bite into it. Right? You’re just supposed to swallow it. That’s how it works, but I didn’t know.
James: For good luck.
Ezra: Yeah, and so I bit into it, and it was worm guts everywhere, it was really intense. Now if you offer me something to digest, I really think seriously about it.
James: Even after I make you scrambled eggs?
Ezra: Well, you make me… half and half. Sometimes it’s good, and sometimes it’s worms.
Taki Moore’s mad presenter skills
James: Alright. So Taki’s an amazing presenter. He’s got mad skills.
Ezra: Taki has….
James: Design. Technique. Great frameworks.
Ezra: Yeah. Charisma.
James: What I like is how we delivered the information. If you’re going to deliver information you do it like Taki does. He talks about the main problems that people have, then step by step just shows you how to solve them.
Ezra: And the cool thing that Taki was doing was demonstrating everything he was teaching has a live example of it.
James: And he put loads of testimonials in there, and he gives you a non-douchey way to sell things, which is simply something along the line of, you know, “If you need some more help on that…”
Ezra: Well, what he does is he pre-frames them, he says upfront, “I’m going to give you everything I have in this hour, and then at the end of the hour I’ll show you where to go to get more help.”
So he’s made a promise upfront of what he’s going to do, and then when it’s time to transition into the close – and when people make pitches, on live events or video sales letters, or any kind of pitch that comes after content, the most common problem that we see is that they have trouble transitioning from their content to the pitch.
And so Taki says, “Hey, so I gave you everything I have in this hour and as I promised upfront, and now I’m going to tell you where to go to get more help.” It’s a very seamless transition.
James: “Let me show you how to get help with this.”
Ezra: “Let me show you how to get help with this.”
James: Yeah, that’s pretty cool. I really enjoyed that one. As much as I enjoyed all of them, that one was like so…
Ezra: It was really fun.
Teddy Garcia on creating a vortex
James: Then we had afternoon tea. And after that we had Teddy. And Teddy was talking about creating a vortex, which was pretty cool. And he, let’s see… Do you remember some of the things, or do you want me to read some notes?
Ezra: He was talking about automation.
James: He was.
Ezra: Different tools.
James: He gave a lot of tools. Like ScheduleOnce. And TimeTrade.com. And making appointments. Really good at taking an initial giveaway, which was a recurring theme.
How often do we hear lead magnet, give away something for free, bring people into the funnel, segment them, and start having actions happen as a result of behavior that someone takes, and automating it?
Ezra: And look at the way that you do this in SuperFastBusiness. This is one of the things that he was talking about.
Where someone will come and they’ll view one of your services, and based on that action, if they haven’t bought, let’s say they view SilverCircle and they watch half of the video and they don’t buy, they get followed up with an email sequence because of that action that they took, which was watch half your video and not buy.
James: Yes, so what you see is you work backwards. Basically start with the end in mind. You think, what would you like someone to do, and then you plan for people to not do it, which is along the lines of what Dan was saying, rely on people to do nothing, and segment early and often, and segment, I think that’s definitely one of the most useful things….
Ezra: And we’ve talked about that with regard to our advertising campaigns as well. Everyone who talked about advertising campaigns at this event was talking about segmenting and targeting, male and female, age ranges, interest groups.
Segmenting is huge not only for the front end, where you’re generating visibility and the back end when you’re engaging with the user.
James: And then we went on to Greg, who, you know, similar sort of skillset.
Ezra: That’s right.
James: Talking about the key principles…
Ezra: How to double a business.
Greg Merrilees on applying the 80/20 principle
James: Well he came in with the same sort of stuff I was talking about. I was talking on a macro level in my business and life, I’ve been doing that 80/20 right down to the 4%, you know, just doing the things that are important.
He showed this cool dashboard where he’s doing it on every part of a sale. Like what’s the 80/20? Where’s the best bit to work on to get the result for each step of it? And I thought that was really cool.
Ezra: And one of the things that he mentioned is that simple pages convert better.
James: Because of the 10-second rule.
Ezra: You want to explain that?
James: Well, it’s when people say, “Should I stay or should I go?” That’s what they’re thinking when they arrive on a page. And so you have to make it easy for people to find out what they should do.
And again, he was using the same technique that we’ve been talking about, but he calls them junction boxes, what we call…
James: Yeah. You call it wizardification?
Ezra: I call it “wizard selling,” but then someone else called it wizardification, which I kind of liked, but then it was close to “wealthification” so I gave it up.
James: Me, I call it a problem solver. So, same thing.
Ezra: One thing on that, which is that how – something that you mentioned right before you talked about Teddy was how you’ve applied these things to your business and your life and one of the things that you will find in life is that the way that you do something is the way that you do other things.
So the way that you are in your business tends to be similar to the way that you are in your personal relationships and vice-versa, so you can actually see significant growth in your business from working on your personal relationships.
James: That’s so true. Like the day before the event we had a SilverCircle mastermind, and we all went surfing.
Ezra: That was fun.
James: And I believed that people were surfing in a very similar way that they do business. Wouldn’t you agree, Ezra?
Ezra: I would, yeah. I took Greg out… He’s making fun of me because I totally demolished Greg on a wave, on accident. Greg comes up to me last night, he goes, “I thought I was on that wave first.” I was totally on it first.
James: You got papsed, mate.
Ezra: Well, I had caught it from the side. And then there was Greg.
Entrepreneurs as surfers
James: You know what the surf school instructor said? Well, he said a few things, but one is he said, this group was a really good group. Because he teaches groups…
Ezra: Best group he ever had.
James: Yeah. Best group he’s ever had, because we had these high level entrepreneurs who follow instructions, most of them, and they really committed to the process of mastering this in the shortest possible time, so I thought that was really interesting. The other interesting thing was that the guy recognized me. He says I’ve been taking official school, up until..
Ezra: He recognized you from the water ‘cause you’re out surfing every day.
Lifting your deliverability
James: There’s probably a picture of me in the clubhouse, “Avoid this person.” So, then we had me the next morning. Time goes quickly, doesn’t it?
We’re talking about leverage and in particular emails. In this business, we all have email systems, and there’s so much we can do with it, even just making sure our emails get through.
There’s a significant number of things you can do, and one of them is to only send the right type of email to the right person at the right time.
And that will lift your deliverability, well; actually I could finish that sentence there, couldn’t I? Lift your deliverability. But there’s also scores that do that. And then, if you mix it with stories, then you can actually have people responding in a massive way.
Ezra: Let’s modify your own the race course strategy for a second, where we just put out really high quality content into a community of people and then make them relevant offers.
Now what you’ve started doing is instead of just putting out the really awesome content on the blog, you’re writing emails that sell the click to the content.
So you’re not only saying I have good content for you in an email. All your emails used to say, “Hey James here, another business video,” and now a whole story about why this piece of content is cool, which engages more of the people before they actually see what the content is.
So you’re taking this work that you’re doing, it’s conversion optimization right? You’re already doing all this work and now you’re just having more of your people engaged with that content, than what otherwise, by adding a story on to the front end.
James: Yeah, I’m taking the big leaf out of Andre Chaperon’s book, from the storytelling, and then switching it, which was aided and abetted by Walter, my surfing buddy, who showed me that my stories were interesting to other people. But I actually undervalued them.
Walter’s card tricks
Ezra: Walter, last night, handed fruit to a couple people right?
Ezra: And then he never… he just like left it at that. And now people, the guy probably still has that orange, thinking when is Walter coming to cut this thing open and where’s my fancy prize inside of it?
So like, he opened up this loop for these people, and that person’s going to come back next year with a rotten orange, looking for Walter.
James: Walter did a card trick, and he got it right. But you were trying to make him feel that he got it wrong.
Ezra: Well, I thought about it ‘cause I had stolen 2 cards. I had the times that I could make him think that he wasn’t right. But I felt bad halfway through, so I didn’t actually go through with it.
James: Yeah, I felt bad for Walter as well.
Ezra: Walter’s here!
James: Anyway, I’m so impressed that he did that.
Ezra: Yeah, that was pretty cool. I don’t know how he did that.
James: He’s good.
Ezra: He’s a magician.
James: Yeah. Interestingly though, while we’re on that, like last night’s entertainment was put together by people who are at the event.
It turns out through a bit of diagnostic investigation, that we, I’m covered a magician, a juggler, a comedian, and we added that to two real comedians and then me, and we had a fiasco.
Ezra: I thought you did quite well, I was very impressed. I wasn’t expecting you to do that.
James: I wasn’t expecting it, I didn’t even know what we were doing. It was Joel’s show, and Joel’s my co-host on Kickingback.com, the other podcast.
But I was actually, you know, the most interesting thing to me was that the community has amazing talent in many areas. Alright. So next up…
How to absorb everything in a live event
Ezra: Let me just interrupt you for a second. Just to say that, you know, one of the things, so when you come to a live event like the one that we’re at now, commonly what gets reported by people who have this experience is that they see a significant increase in their business after having attended it.
And the reason that happens is, in your life, in your business, the things that you put your attention on tend to grow. And the things that you ignore shrink. So if you ignore your personal relationships, they will go away; if you ignore your business that will get smaller.
And so when we come to a live event like this, not only are we getting out of our normal life and putting all of our attention in one area, which is our business, we’re being supported by a group of people who’s also doing that, so we see these big leaps.
But it can also overwhelm you and there’s a lot of stuff that you have to do and kind of drain you, so one of the things that we recommend that you do after you’ve had all these business information just like thrown at you, or if you go through a course that’s overwhelming for you, where you have a bunch of content, just take some time to relax, take it easy, disconnect, which is something you’re now doing on a regular basis, I think you should talk about that.
James: We’re also doing it now, we’re actually in it. In a way, we’re just re-looking into learnings over the last two days in a discussion, just in a nice relaxed pace.
It’s interesting even just reviewing my notes since yesterday morning, how much I’m remembering, and it’s becoming relevant to me which things I need to do.
So, my mantra is just do less. That’s what I discovered. If you don’t do as much stuff, the world doesn’t end. It’s a bit easier actually. You just got to focus on doing the right things, that’s a Peter Drucker quote.
And it’s one I’ve held dear to my heart for a long time, like a decade or more. That’s really the secret, doing the right things. Doing means you’ve got to do something, and the right things means they’re right things.
So we had John Logar talking about being the middleman.
Ezra: The man back there.
James: Yeah, he’s the man.
John Logar on being the middleman
Ezra: You know what’s cool about John’s presentation is, within 20 minutes, just following that, you could start, it was a business opportunity in a box.
You could start a business doing what John suggested, which was basically, to sell local marketing services to businesses who operate offline, who have a million or $2 million in total revenue, and then outsource all of the labor through services like your SEOpartner or ATLweb, or some of the other services that are available to us within this community.
James: Yeah, which is SuperFastBusiness.
Ezra: dotcom. Yeah just outsource, completely through James.
James: Yeah, but what John said I think that’s really cool is he said that he’d look for a, I don’t know if he said this in his presentation but he said it to me yesterday, was that he looks for supply partners who have resource, who are resourced.
I have a help desk and they have significant abilities to supply, not solo operators. If you don’t deal with a resourceful supplier, then you can’t be resourceful for your customer to fulfill.
So, he actually said who you should be targeting, he told people how to target them. It was a particularly useful presentation.
Ezra: Let me do a plug for you real quick.
Ezra: All the recordings from this event, at some point or another, will end up in your membership area, right?
Where to access all the recordings from the event
Ezra: So if all these stuff sounds cool to you listener, you can get access to it inside of SuperFastBusiness.com. Also, I just noticed there’s a dude in the crowd.
Who was wearing a shirt that says in big bold white letters, big bright blue shirt so you can really see it, “I’d rather be watching cats on the Internet.”
James: Did you have that T-shirt made yesterday? You just happen to have that because it worked for me because I said something about it.
Yesterday, I was talking about how people come to my house and they watch cat videos, and I didn’t know people use the Internet that way, ‘cause I’ve just been using it for work.It was probably a day before so… 150 people are looking at me like I have no idea.
Ezra: Well, yeah. You probably use it often far more often for play than work, I would imagine.
Ezra: No no no no. Well, I use it for both, no. I play outside, I use it for work. I play online poker from time to time.
James: So moving on. We had Justin Brooke.
Ezra: Beast. Like awesome content.
James: What did you like about that?
Ezra: What I loved about Justin…
James: The good… like, we’re into today’s stuff, so you….
Justin Brooke’s heartfelt presentation
Ezra: Was this today? Justin was today? It was really good. So the thing about Justin, is that he is extremely passionate about what he’s talking about.
And that comes across in a way that has you feel, number 1, like it’s earnest and legitimate and I can actually do this. And it was just so heartfelt, and the energy that he was sharing his content with was really one of like, I really want you to get this, and I’m going to open up my knowledge base for you and show you what I’m doing.
It was just like the most heartfelt speech or keynote presentations of the whole event. It was awesome!
James: Yeah, and he gave the Red Bull story of feelings.
Ezra: Yeah, told some stories, gave on some content.
James: I highly recommend that you watch the documentary that, Felix guy pulled the pin halfway through. And because it was such a high pressure stakes, he felt that I would literally ask him to kill himself, and you really got to watch the documentary to see that process.
The mental game was unbelievable. He taught a good tool resource, too: SimilarWeb.com
Ezra: Yeah, SimilarWeb.com. He also talked about health, Justin what was it, health something, the website for headlines? HealthHeadlines.
So, one of the cool things that I am very into, which is why I know I’d be very good friends with Justin and I’ll be following with him after the event, is copywriting and direct response copywriting, which is headlines, and creative and stuff like that. He dropped a lot of really good things on that.
James: Yeah, well Justin is in the community now. I think it will be wonderful for him to be able to share some of these ideas in more detail. We then went on to Mike Rhodes, who is such an old-school professional, long-term presenter at these events actually.
Ezra: Yeah, has done superfast PPC and some courses.
James: All of these recordings and courses are inside JamesSchramko membership. Every time Mike presents, you know the guy’s the real deal.
Mike Rhodes on remarketing and retargeting
Ezra: Let’s sexy it up a little bit. You know what’s cool about Mike is that… so remarketing and retargeting is a form of advertising that is extremely effective because it’s essentially showing messages to people who have engaged with their content in some way before.
So they’re not called leads, they’re the warmest leads you have. And he showed how to use the Pareto Principle, or even he actually did 40-60%, so he doubled that again on remarketing.
And not just do remarketing, ‘cause what most people do in the e-commerce space, which is a space that I come from, is just throw remarketing cookie on every page of their website and try to remarket folks. And Mike talked about how to segment your remarketing.
James: He said how you can double your results by blocking people. And so again, that’s another example of getting more from doing less.
Ezra: Let me just give a couple of the quick tips that I thought were really cool from Mike’s presentation.
James: Really quick.
Ezra: Number 1, you can do a negative keyword list if you know anything about negative list or Google Adwords, you know you can just block people from seeing your ads of people who immediately bounced, who were on your site only 2 minutes.
Basically, you can do negative lists and only have people on your remarketing list that were on your site 6 minutes or longer..
James: ‘Cause they buy all the stuff.
Ezra: Yeah, ‘cause they’re the most engaged with your content.
James: I loved that presentation.
Ezra: Ah, one more thing about what Justin said and what Franziska said, this was a common theme, which was, engage people in a story with content before you make them an offer.
I’ve talked about third contact direct response advertising the way we do in Boom on ThinkActGet before. But it is a common theme that we see in for every one of these presenters were saying.
James: And pretty much, the core of my entire business model is …
Ezra: It’s OTR, podcast, videos, content..
James: OTR, videos, content, come and get it, learn all about it. I’ve had so many people come up to me at this event say, “Yeah, I heard your podcast like a year and a half ago, or 2 years ago, or 3 years ago, and end up here.” So it’s a long term game.
Ezra: We are playing a long game here.
Brent on starting a new brand
James: So let’s talk about Brent. Brilliant presentation about starting up a brand new passion product, when everyone else told him to do it and he didn’t think he could do it.
Ezra: And also a cool presentation about someone who, and this is really key guys, someone who walked away from a good situation, so he was like making money, working at a really good company called Market Samurai, which a lot of us are familiar with ‘cause we’ve used that tool.
James: He was just working there.
Ezra: He was like a partial owner right? But he was working for and with and whatever. But the point is, that he had a good financial situation but he was not feeling fulfilled, so he left that and now he’s better off because..
James: And another clear point that got through is that he got support from people around him who could see the path clearer than he could. And every step of the way, even today, his business model gets reinforced because he’s got more market validation to make it stronger into.
You know when he does dial in more elements to take it from minimum viable product to fully fledged, high level production values in a single beat, monstrous.
Ezra: You know, one of the things that we talk about is only do stuff that you really enjoy doing, and like you can take that to an extreme because you’re not going to enjoy doing every task that you have to do in your business, but absolutely don’t do stuff that you just don’t feel good about.
‘Cause you know what you don’t feel good about, you can feel that. So, if there’s something that you don’t feel good about, don’t do it.
James: Alrighty! So, we then had Fran, we learned some new words.
Ezra: She was hilarious!
Quirky words and emotional marketing with Franziska
James: Wee-wee, bum-bum
Ezra: Poo-poo, square poo..
James: Yeah, we have square poo. I did not know that one bit.
Ezra: I didn’t either. It was phenomenal. It was. Not the wombat poo, but the presentation.
James: No, there was some marketing tools as well.
Ezra: Yeah, some branding.
James: It was about being human in your marketing, being credible, design matters, and emotions, how do people feel about that.
Ezra: That’s the part I was going to touch on.
James: I’d say with our show, there’s a bit of emotion around our show.
Ezra: It’s solely based on feeling. Here’s the thing, you can feel. If you get in touch with how you feel, you’ll be a better marketer. A lot of people numb themselves to their feelings or their emotions, and we’re socially taught to do that particularly as men.
Men are taught to that more than women, but you’ll be a much better marketer, much more able to communicate with people and have them feel if you’re in touch with your own feelings. So when you feel stuff, just like, take time to feel it and have it be OK. If you feel sad, that’s OK.
James: They even wrote a song.
Ezra: They did. They wrote a song, they performed it, it was awesome.
James: And my mom was, well she’s just a microphone holder.
Ezra: She was. She was a prop.
The most popular TAG episode
James: My mom was on a previous episode for networking. She was a legend.
Ezra: Most popular episode we had.
James: She just managed to meet, pretty much, every person.
Ezra: And people from the other conference.
James: Just hands up if you’ve met my mom. She’s a one-person army. And, hands up if you’re my dad. There he is in the front row. So, one thing I like about this show, he came in to see this show by the way, is that…
Ezra: Well, he’s going to be on a survey.
James: Yeah, and your dad is going to be on it, too.
Ezra: That’s right!
James: So, it’s like, we’re bringing in, it’s like a reverse family business. We’re like, we’re bringing in the parents in on the game. Then we had Keith, how did you feel about Keith’s presentation? ‘Cause you are into the Facebook stuff.
Keith shares Facebook advertising strategies
Ezra: Yeah, Keith’s stuff was really good. It was a very powerful presentation which a liked. His slides were beautiful, and his Facebook strategies were spot on.
James: ‘Cause you, I mean you know about this stuff.
Ezra: I was waiting for Keith. I haven’t seen any of Keith’s Facebook content, so I was very interested in it because as someone who puts out Facebook content, I’m very curious to see what other people put out, and I was impressed.
James: I liked what he said, one of the first things he looks for from a customer to get a campaign going is a video testimonial.
James: And he really focused on having a good offer. So, of all the presentations, if you would summarize the main points, you’ve really got to have a great offer, and landing page that’s simple and talking to the right person that you can start the conversation with.
And then you continue that conversation with stories and engagement, and then you make sure you’ve got that third part, which was, there’s a lot of talk about that advanced leverage stuff – what happens after people buy and get repeat sales and build communities.
Ezra: And Keith showed a really cool system, a little campaign that will work for any business that basically showed how to run a Facebook ad to a piece of content, then when they’ve viewed that piece of content, you put them on a remarketing list for an offer, it was really cool little strategy.
James: And you were sharing that idea into mastermind the other day. And that’s what exactly I do on my blog.
James: So, put a post, share on Facebook, they come to my blog, they get remarket tagged, and one day, if I ever get my account back, I’ll be able to run some ads.
Ezra: I got you a new account. I got you one.
James: Oh, thanks buddy!
Ezra: $500 a day budget.
James: Whew! OK.
Ezra: I can get that raised after you spend some money.
James: Alright. Well, when I can afford it I’ll… Just kidding! Alright, then we had Andre. It was like, this guy’s such an introvert, he refused to podcast with me for years.
Andre’s heroic act
Ezra: And then he came on stage live.
James: Yeah, he came on stage and spoke to 150 people, that was heroic.
Ezra: Yeah, let’s give it up for him.
James: Even though he’s eluded that it was his first and last live presentation, I don’t think so. I think he, maybe he could be convinced to come back next year, what do you reckon? So, and then we had me.
Ezra: Well, let’s talk a little bit about Andre, do you not want to talk about him?
James: I do, we’ve got 2 and a half minutes.
Ezra: Just quickly?
James: So what was your highlight with Andre? For me the highlight was that he was able to share this stuff, you know what, for me it was his personal growth story, and the fact that the email that he read out was so awesome.
Ezra: It was incredible.
James: And it was like, it’s like the 10 steps passed where I’m at with my surfing video, surfing stories, he’s so well developed with it that, when I grow up I want to be like Andre Chaperon.
Ezra: That was exactly what I was going to say. It was that storytelling through the written word. I speak, I’m not into the written word, it’s not something that I do.
But it’s something I’d like to get better at, and when I see someone who’s truly masterful at something, it inspires me and shows me what’s possible and has me feel really good about like, hey, that person has that thing. And if I work hard at it, I can too. It makes me feel really good, so it was just awesome.
James: And it’s like, when you’ve got really switched on successful people who are coming here and saying where the future lies and being excited about it, for me, as a facilitator, that’s an ideal outcome that everyone is moving forward together.
Ezra: And it did convince me, ‘cause you know, in every one of my businesses, I do content. If it’s a physical product business I still have a community and content, to now implement in every one of those businesses a campaign for every piece of content, to our current email list to sell them on the piece of content before they go to it.
So, to write a little story that preludes the content and email that push them over the blog post.
Saying thanks to everyone
James: Right, and then it was just me recapping the event, thanking the experts, the crew, especially the film crews and the hotel staff. They’ve dropped a lot of things.
Ezra: You were acknowledging everyone. It was a lot of, I broke a bottle, but you know, you took the time to tell everyone that you appreciated how they participated in the event, which is a very cool thing to do.
James: Because it’s not a one-man show you know. It takes a lot of people to…
Ezra: And you get a lot of credit being up here, being fancy, and funny, and stuff, but like, it really does take a team.
James: I’ll take that one.
Ezra: It takes a team to do what you’re doing. And it may not be visible from just the naked eye, what it actually takes to pull this off. So it’s cool to acknowledge, there’s Ken back there, rallying people up at lunch, and pushing them in the room.
James: And also, I want to acknowledge Allan. Yeah because he actually designed the…
James: Yep. He designed the workbook of a draft that I sent him, and we even worked so it went embossed. And I think it’s probably the best one I’ve done yet because it had open spaces to make notes which what I’ve been referring to on this podcast, and on the front cover was the agenda.
‘Cause last time I ran an event, the biggest feedback I got was, I’d like to know who’s on when, and the event run on time because… it’s 5 o’clock, we know what that means.
Ezra: Does that mean we’re done?
James: It means it’s time to surf.
Ezra: Oh yeah, baby!
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