Your Marketing is What People Say About you

When I opened my laptop this morning and saw this comment, I got pink.

Marketing
HotSpot Commented

Stop beating your chest.

Your marketing should be what others say about you, like HubSpot’s sharing of the Dollar a Day Strategy. Everyone should know Dollar-a-Day Facebook Ad Strategy.

Almost everyone gets this wrong.

Marketing Viewpoint

Thus, reframe your view of “marketing” from YOU cranking out stuff to promoting what others are saying about you.

You do 90% of the work if you have customers that love you.

You need to collect, repurpose, and amplify these assets, so they can continue to live forever.

Hence, the whole point is to uplift others, not just shameless self-promotion.

And then your Content Factory will continue to operate without you needing to “launch campaigns” all the time.

What do you think of this strategy?

The Myth of Overnight Success

It’s 1:26 am and I’ve just gotten through my email and messages– over 600 per day.

Now, to re-film a presentation I gave at CEO Lawyer Summit. Believe it or not, someone ran off with the camera equipment that had the recordings.

So, I won’t be done until about 3 am– but there are deadlines to hit, and the buck stops with me.

It may look like I live the “4-hour workweek” life– if you see only the highlights on social media.

People want overnight success.

The reality is that I’ve been at this for over 30 years. When I started, I ate off the dollar menu at Mcdonald’s to save money. 

I stayed in fleabag motels because I couldn’t afford a nice conference hotel. I stuffed food in my pockets to eat later.

I borrowed money from friends to help me make payroll.

And I still don’t believe I’m “successful” as an internet, digital, or social media marketer.

Entrepreneurship looks easy until you factor in the unexpected problems that always come up.

Overnight Success
Hidden Secrets behind Overnight Success

Secrets behind Overnight Success

Yesterday, I interviewed someone who made $87 million as an “overnight success”. 

And by overnight success, we mean 8 years of credit card debt up to his eyeballs, which he paid off just last month.

Don’t be discouraged if you haven’t “made it” with overnight success as quickly as some of the people you see on the internet.

They either aren’t telling you the whole story, or you might not realize it’s taken them 10 years to get to that point.

We are all so unique that it’s important to take notes on what we need and want.

It’s also important to remember some of those people who “made it” bought their following, PR, verifications, etc. 

Never compare yourself to others getting overnight success, especially on social media, where so much of it is artificial.

So many people get discouraged and quit so early. Get good at one thing and stop it with shiny object syndrome.

You might be thinking, at what point do you consider someone “made it”? 1M per year, 10M, 100M? Being fulfilled with what they do?

It depends on the person but rarely is it monetary.

This year one of my friends marks his 16th year working. I couldn’t tell you how many years were 80-hour workweeks to get to the 5 or 6-Figure workweeks. 

If you’re not willing or able to work for what you want, then entrepreneurship isn’t for you.

The vision is larger and much more desirable than the work it takes to get there.

Also, one of my friends used to stay up 24hrs every Sunday to blast 20,000 email addresses because they couldn’t afford the few hundred dollars for a legit mailing system.

Persistence is key. Read the success stories but let them inspire you rather than define you

Keep going. Keep trying. Remember you are doing this so you can serve the people you need to serve. You might consider closing your doors many times over the years.

The best tip for struggling entrepreneurs is to think about the consequences of stopping.

People want overnight success, but what would life look like if you shut down the business and got a job?

Would you be ok?

Could you rebuild the business on the side of the job?

It’s about understanding opportunity cost. Not everybody is meant to be an entrepreneur, and that’s ok.

But many hold themselves back unnecessarily. Sometimes you lose money and lose sleep to handle that emergency, even if out of scope.

The best tip is to understand that this is your journey. Stop comparing with others, just like Tony Robbins says 

“Energy flows where attention goes”

People will remember you for your character, generosity, and integrity in the long run on this long journey of entrepreneurship, as you exemplify.

So, even if someone is struggling as an entrepreneur, I’d say just trust that the goodwill and relationships you have planted and nurtured by doing the “right” thing will come to fruition one day, and you will receive many times over what you’ve given.

This too shall pass, but the relationships will last.

Here is some wise advice;

Doing the right thing always pays off eventually– call it “karma”, the law of reciprocity, or whatever.

The good guys win in the end.

The best tip I have – only two things will keep you from achieving success

  • If you quit trying to be successful and give up on your dream
  • You die before you become successful

The first one you control, and if you quit, you’ll never know how close you were to being successful.

The second one won’t matter because you won’t know you failed.

You need to focus. Sometimes you’re the windshield, sometimes you’re the bug.

Most days, I’m doing what I choose…even though it might feel like hell at that moment. You’ve got to be able to play the long game. It’s not for everybody, but it is for anyone that wants it.

Overnight successes average 10-20 years.

My advice is to know what you want. Aspiring to achieve that. Others shouldn’t have to be your driver. If you have a strong vision of what you want and the why behind it, you will have the motivation and perseverance to overcome challenges.

If you’re reading this, perhaps this message was meant for you — to give you that little bit of encouragement you need.

I’d love to hear your best tip for struggling entrepreneurs on the journey upward to overnight success.

TikTok Ads – 16 Useful Tips

TikTok Ads
Sharing the secret to TikTok Ads

What do you think if I say, “Every Facebook ads consultant out there is now suddenly a TikTok ads expert?” People usually watch for the flood of courses with the “secret” formula to massive viral success and $1 leads. ByteDance, the parent company of TikTok, reached out to me last year, asking for help in building a proper course on TikTok ads. We’ve been testing hundreds of campaigns and looking at the results shared by our friends in real estate, e-commerce, agency, legal, and so forth. 

 I’ll save you the $2,500 course and tell you the “secret” right here:

Short Video Recipe

  1. It’s in your simple, vertical video shot from your phone– that doesn’t look like an ad, has a “Hook” in the first second to capture attention, has big text so people know what it’s about, and tells a “Story”.

Algo-Does the Job. 

  1. No crazy targeting or sophisticated campaign set-up is necessary– the super smart algorithm uses your content’s performance. Same for spark ads, where you boost someone else’s post (called “creators” no longer “influencer”).

What about hiring an agency for TikTok Ads?

  1. Hiring an agency makes ZERO sense unless they can actively coach you through making 15-second videos.  The campaign set-up is relatively easy, as long as you already have your digital plumbing (pixels, tracking, data) in place.

TikTok is the Next Big Thing. Right?

  1. The frothy white waves of hype about TikTok being the next tsunami of traffic are true — just like we saw with Google and Facebook.

How much does it Cost?

  1. Traffic is about 1/4th the cost on Facebook on the paid side (because base CPMs are about $2.50, meaning CPC, CPL and CAC are correspondingly lower). Of course, you’re optimizing to the objective (the algorithm is so smart), using base traffic cost as one of many diagnostic measures.

Don’t Rush Because of FOMO

  1. But make sure you’re not jumping in just because of FOMO (fear of missing out)…..but because you’re shoring up the fundamentals of collecting your client stories in 15-second videos, have a process to process these within your operations, have your digital plumbing properly in place, and are putting money on the winners.

How  smart is TikTok Algo? 

  1. I was at Jake Paul’s house making 15-second videos for our social media marketing course for young adults.  One of the videos leaked out and got half a million likes.
  2. It had nothing to do with our course and wasn’t even on his TikTok account– but one of the guys helping film. But the TikTok algorithm recognized it was Jake Paul’s house in the background of the video, showed it to fans of Jake Paul– and then it went viral.
  3. You’ll see more stuff like this blow up out of nowhere on TikTok, almost exclusively on the organic side. But these are unlikely to be the posts you will be boosting as an extension of the Dollar a Day strategy.
  4. Instead, you’ll find that the same themes that worked for you on Facebook will work on TikTok, adapted to their format of storytelling via 15-second videos.
  5. It’s the same algorithm as Facebook and Google (fight me on this), which seeks to optimize your chosen objective based on conversion data you allow it to see.

Do I really need a strategy for TikTok ads?

  1. TikTok didn’t want me to tell you that you can absolutely reuse Facebook strategies– since they want you to make TikToks only for their platform and know that most existing videos suck too badly to be repurposed.
  2. But if you’ve found success with the fundamentals of the Dollar a Day strategy, I’m pretty sure you’ll find success on TikTok– when repurposing videos, extending your conversion tracking/remarketing, and starting testing at $10/day.

What About Dollar-a-Day?

  1. There’s no better time to implement or refine your Dollar a Day process across Facebook, TikTok, Twitter, LinkedIn, and all social networks.
  2. We are seeing a growing convergence on the data and ads side of social platforms– since they are all dependent upon the same optimization algorithm that balances user experience with ad monetization.

Most Importantly

  1. Remember this each time you see a breathless pitch on how you need to jump on TikTok ASAP– to buy their secret before you forever miss the boat.

These Tips will help you make decisions for your TikTok journey. However, if you want a more detailed insight, check out my best-selling book, The definitive guide to TikTok Advertising

Buy Products for their Benefits not Features

Buy Products for their Benefits not Features

Pros know why people buy. They focus on the benefits, not the features.

If pros focus on benefits, then elites focus on the advantage of the benefits– the transformation.

Among folks that sell coaching and info products, the number of courses and those details is not as significant as helping people see the result.

To know WHY they should buy.

The hallmark of a great copywriter is not solid grammar (we should all be able to write clearly and error-free) but the focus on benefits.

And the key to zeroing in on benefits is having EMPATHY– which few people have.

EMPATHY comes from within and #LDT (Learn, Do, Teach is part of our nine triangle framework), meaning that you’ve gone through it to understand and have credibility.

If you’re an expert in any area– especially a consultant, real estate agent, attorney, or doctor– this is where your marketing must focus in 2022.

Focus on the following to get people to buy:

  • Benefits – the benefits people get from your product or service features: long-term benefits and results, not short-term turnaround and instant gratification. 
  • Outcomes – are what people get or become after using your product or service.
  • Transformation – seeing how their life will change for the better through your product or service. The perceived shift your prospects will get from your product or service will make their purchase from you.
  • Features – show them how your product or service works.

People’s vision of what they believe their outcome and transformation will be is what gets them to open up their wallets.

Unless the market heard it, in such case, choose a market or niche with less blood in the water.

4 Hidden Secrets Behind Incredible Content

4 Hidden Secrets Behind Incredible Content
Dennis Yu

Building an empire over social media seems different and challenging. However, there are some hidden secrets behind social media which few people can get. Every individual who wants to build a social network for their personal brand is working hard to fit into the system.

Making content is more straightforward than uploading, coordinating, posting, and cross-posting. For example, yesterday, I recorded a 5-minute video on Tik-Tok ads, and it turned out to be an article and a set of social media posts. It took about an hour with the Jasper, Descript, and utilizing other AI tools to manage it. 

It took me almost an hour of a training session with John Jonas about how he created a site with 2 million virtual assistants and how one can hire his own VAs to do the marketing. The episode further will take 2-3 weeks to create a boom in the market, or it might take longer than usual because of some confusion since there are so many different ideas circulating in the scene.

A Minute Hurdle *hidden secrets*

It is rather amusing that Grant Cardone makes me a one-minute video about how to create a video that is one minute longer. But it must consume days to move it by the Content Factory to turn into social media posts that we enhance for a Dollar a Day. There is only one thing that can stop you from creating content: fear of timelessness or how long it will take to go through all this confusion and mess despite having an army of VAs.

A Fool’s Paradise *hidden secrets*

But if somebody gave you 1/10th the time, would you still be eager to create more content, just like walk and talk in daily routine, or it might be a 15-second suggestion between driving a car, or it might be those ‘’how to’’ 5 minutes after a frustrating meeting with a client.

If we imagine a single instrument that can accomplish everything, we are in a fool’s paradise. Even so, some software companies may display their logo in the center of the layout, with spokes extending outward to represent all the other tools they replace. No doubt, there are some hidden secrets behind social media.

Honesty is the Best Policy *hidden secrets*

Our doors are constantly being pounded by social media companies pleading with us to buy their packages, enticingly disguised as Girl Scout Cookies. We are putting other turds into the punch bowl by mindlessly posting on social media, such as X pieces of weekly content on Y social media channels. 

No number of false followers or influencer marketing campaigns on social media will increase sales, and everyone is aware of this. They might even be robots and more expensive.

Be Your Own Master *hidden secrets*

Create your Content Factory to process the content you and your customers create. This is the only solution that does not cost $1,997 or require access to a hidden mastermind.

In the same way that I don’t want to learn how to fix my car but also don’t want to be ripped off by a technician, someone who is too busy to learn about tools might want to look at the Content Factory method. 

You’ll probably discover that it’s more about the procedure to get what’s in your head extracted, altered, and released through various channels. We are separating the creation of material from its dissemination; don’t tell the social media “experts” though; they’ll lose their cool.

It now only costs $1 and takes 3 minutes to edit an episode instead of $500 per episode and a week of labor-intensive, expensive software.

The ums and ahs are automatically removed, and the sound is cleaned up. You are producing social snippets, transcription, etc.

Are you now excited to finally get your Content Factory going and have the wool lifted from your eyes?

The purpose of the Content Factory is to create your content with people who are working for you and will do everything on their own because you hired them and trained them according to your brand requirements. So, what you need to do is learn the process. And the process is about how to build your own Content Factory.

Time of Posting Doesn’t Matter for Better Traffic

I will say something with which social media “experts” will not agree.

It doesn’t matter much what time you post.

And this applies to all channels– even though you’re supposed to post during “business hours” on LinkedIn.

time

I made this above tweet at midnight– but because it evoked an initial reaction within the first 3 minutes, more and more people saw it, then engaged with it.

It doesn’t matter what time of day your audience is on the internet– Facebook, YouTube, TikTok, LinkedIn, or whatever.

And even if there aren’t as many people up during the middle of the night, the algorithm will still show your post to people it thinks will appreciate it the next time they are online.

How the time of posting works?

The ultimate example is Google, where most of my website traffic comes from posts I wrote over ten years ago.

I could stop posting for months, and my traffic would be only slightly lower.

Now here’s the “trick”…

Posts like this tweet got a 10% engagement rate– a great signal on any social network. 

So, we’re going to cross-post it to other social networks with different time frames– with Twitter being the shortest, Google being the longest, and other networks in-between.

Thus, any “winner” can live forever in other channels as part of my “GREATEST HITS” to continue delivering traffic.

Significantly when I boost it for a DOLLAR A DAY, throwing fuel on the fire.

So, it doesn’t matter WHEN you post, as long as you’re posting QUALITY stuff that people want.

Don’t worry about how many hashtags to use, the “ideal length” of a post, or whatever the social media gurus breathlessly proclaim.

You do not necessarily need to space outposts to once per day or feel obligated to publish garbage just because you’re supposed to post X times per week on Y social network.

Share it when you have something compelling- as I do at midnight right now.

The fact that you’re reading this proves that the posting time doesn’t matter.

Facebook will show content to whoever is most likely to engage or find value– not by whoever posted in the last few hours.

Twitter is about the “latest news,” but Facebook is still about friends.

It boggles my mind that people worry about the best time to post. Don’t most of us have friends/followers in different time zones?

Because of this myth, there’s also a LOT LESS competition in newsfeeds during non-business hours!