The online marketing arena, like the real world, is full of shysters, con artists, and wannabes. They have so many different angles, tactics, and maneuvers that they’re hard to keep track of. But that will not stop us from revealing who they are. We are nice like that… 🙂
We are going to paint a picture of the online marketing companies or people that you need to watch out for. They are costly, and have a negative impact on your business. This list comes from real life companies that we have visited and consulted with.
So here we go:
1. The Do Nothing Guy (most common)
Description: These marketers can charge a lot or a little for their services. It doesn’t really matter to them because they don’t do anything to earn it. They capitalize on your lack of knowledge and will talk over your head so they can keep you confused.
It’s an easy trap to fall into due to the fact that once everything is set up and running, an online marketer can just sit back and relax. At least for a little while. Eventually rankings, ads, and leads will die, but that could take some time.
I have talked with a few small businesses who are paying upwards of $10,000 to $18,000 a month and not getting anything in return. Let me phrase that another way: There’s online shysters who are taking in $2160,000 a year and not doing anything for it. The problem isn’t they money. Some companies are worth way more than that. The problem is in quality of work one is getting.
They might of set up a PPC campaign, they might have built your website, and you might be turning a nice profit. And the worse case scenario is your company is booming so you think they are doing a great job. This is where the opportunity costs come in. You could be making way more money, but the do nothing guy is holding you back.
Fix it: Online marketing is not a set it and forget it type of process. There’s always more that can be done. Any guy that thinks he can just sit back and relax is going to be trampled by professional online marketers who are doing the work. Online marketing is not easy and it can take months to see some results. But once the system is figured out and leads start to come in. It can be a huge revenues source for your company.
Below will show you how to protect yourself from these types of dudes.
2. No Brains
Description: These online marketers have zero education and do not know what they are doing. They can talk the lingo, but fall short when it comes to actual performance. They have never been successful nor do they take the time necessary to learn the trade.
You know you are working with a “No Brains Guy” when you have hired your uncle, your cousin, your friend, or a referral from a friend who has watched a few YouTube videos and is now in the business. You may be his first client. There are a lot of “No Brain Guys” out there and it would shock you to know who they are.
3. Over Promising Salesman
Description: “Page One of Google for Lawyers in 5 Days Guaranteed!”
These guys are amazing salesman and will promise you the world. Profits, immediate results, huge returns, page one, ranks of all your keywords, etc.
One of my first employees called me a while back to tell me about an internet company called 180fusion. They are well known and you can read about them on the web. I am not trying to pick on them or call them out, I just want to be very open about what is happening out there.
She had 99 clients under her and was getting paid a ridiculously low amount of money. There’s no way that one person can take care of 99 different clients. Her job…was to try and keep the clients as long as possible before they realize they are being ripped off.
This type of online marketing company will call you endlessly to get you to sign up for their service. Their sales force makes up the majority of their company. Their survival depends on it because they lose clients as fast as they bring them on.
4. Cheapest Guy In The Room ($299 a month service)
Description: This is extremely common and my guess is that most of you have signed up for one of these types of services. I myself have been guilty of taking on clients for a low $299 and end up giving them a bad service because my time has to be spent with clients who pay. Let me tell you how they work.
They undercut legit companies because their model is based on the numbers. They will ask you to pay whatever you can afford to pay. $299, $1500 or $5000 it doesn’t really matter because once you sign up they are off to get their next clients. These companies are all about adding accounts as quickly as possible. They are famous for saying, “It’s only $299, they won’t cancel.”
Sure they will have one or two success stories but it is based off of luck. Think about it…if they can sign up 100 companies, one or two of them will be successful not matter how bad they screw things up.
Ask yourself, how much time can a company really put into my business for $299 a month?
Doctors, Chiropractors, Dentists, and other local businesses are great victims of these services, so keep your eye open. I am guessing, most of you have 5 or 6 charges a month around that $200 dollar range. I would cancel them.
Oh wait, it is only $299 a month. What if it is working? lol
5. Do It All Guy (Owner)
Description: Nothing bad to say about these guys because they are usually the owner or manager of the company. They are making things happen, working long hours, stressing about growth, and taking all the risk. I have been there and still am some days. My heart goes out to these guys because they just can’t seem to let go and let the professionals grow their business.
Three weeks ago I met with the owner of a growing business. They were bringing in a $150,000 a month in revenue, which is pretty good for a startup.
That $150,000 was all going out, and the owner was broke. Couldn’t afford to spend money on online marketing even though that is where his revenue was coming from.
What is the problem?
The owner is trying to do everything and is losing money in the process. He has no idea where his conversions are coming from, his website is a disaster, no up sells, no email campaigns, no content creation plan, and no tracking. He has started a great company that has huge potential but he will not let go so he can grow.
Like the other fraudsters, the “Do It All Guy” is usually harming himself. His ego has taken over. This must be stopped.
How to protect yourself from bad online marketing companies.
Now for the good part! We have identified the shysters, so now it’s time to get educated on how online marketing really works. That way you can know when to run.
1. How to hit page one of Google.
If any SEO company promises you rankings on the first page of Google in a short amount of time…(6 months or less) it is time to run. Google makes the rules, and they are very strict on how the game is played. There are always exceptions and it is easy to rank for keywords that nobody is looking for. I am talking about real money keywords. Ones that will actually bring you business. These keywords are extremely hard to rank for and you are competing against companies with millions to spend.
The only way to rank for competitive keywords is to create amazing content consistently and get qualified backlinks. This takes a lot of money, time, and effort. 4 blogs, 500 words+ per week is a good place to start.
If you can not afford to pay someone to do a good job than you might as well forget about it, because the 5 fraudsters above are not going to take the time necessary to get you ranked. It’s too much work!
2. How does Pay Per Click (PPC) work?
PPC is one of my favorites avenues because you can get immediate results. Every company should be running some type of PPC campaign even if it’s for remarketing only.
A PPC campaign is easy set up and it is even easier to forget about it. Some companies may check your account once a month others may not check it at all. This is where a lot of businesses can get in trouble. If you make a mistake in PPC… Google, YouTube, and Facebook will take your money within minutes.
Make sure you are monitoring your accounts daily, build out multiple landing pages, and start slow. It takes strategic planning to set up a profitable campaign and it may take a couple of months. Track everything down to a conversion.
This should give you a good idea of what to expect. Once again, the 5 shysters above are not going to put in the time, effort, or work…especially if you are paying them $299 a month.
3. How do email marketing campaigns work?
This is an area that you can create once and receive the benefits for years to come. I usually like to build out a 12 email sequence. Email provides you with a way to nurture and educate your audience after they have chosen to interact with your company. They should be carefully crafted and, ideally, you will want to build out different campaigns according to the needs of the customer.
Emails campaigns are the glue that holds everything together and it’s a must for marketing campaigns.
You can use Aweber, Infusionsoft, MailChimp or Constant Contact to create your sequences. The cost and time will be spent on creating the right content to help the audience convert. It’s that simple!
Not all marketing companies are bad and most of them have good intentions.
So here are some questions to ask yourself:
How much time should a company spend on your online marketing? How much time does it take to be successful?
Can you pay $299 a month and get 40 hours of work?
In my opinion you need 40 hours for a small startup and it can go up from there. Some companies need 20 employees at 40 hours a week. It just depends on your size and growth.
So that leads you to the next set of questions:
Do you bring someone in-house or do you hire it out?
Both options are great but both have their problems. If you decide to bring someone in-house you will want to make sure they are educated and know what they are doing. If you hire it out, you will want to verify that they are working and progress is being made.
Now for the final question:
How much should you pay? $10,000 a month? $5000 a month?
A professional marketer is not going to work 40 hours a week for free. Some of them could be worth $100 an hour, others $25 an hour. It depends on their skills and the results they are able to achieve.
This is where you have to put in the time and research necessary to hire the right people. If they are good, you will end up keeping them forever. If they are bad, your ship may sink with theirs.
The goal is that your business will become their business, and your growth their growth. Over time all cylinders will be firing and your online marketing efforts will pay huge dividends.
Tread carefully when you are hiring an online marketing agency. You only want to do it once…
Thanks for reading
How To Protect Yourself From Hiring The Wrong Online Marketing Company
We are finally to part 3 of scaling your business. It has been an eye opener thus far and I can’t wait to see what the next 6 months hold. If you haven’t read part one or part two you may want to.
Here are the links:
The other morning I was laying in bed in the twilight zone. I may be a little weird; I’ve had some crazy ideas come to me in the realm between fully awake and asleep. It’s like my brain is firing on all cylinders and the ideas start to flow.
It may sound crazy to some, but it happens to me all the time. One of these days I’ll tell you about the time I did calculus all night in my dreams, which helped be get a 99% on my calculus test.
Anyhow… I jumped out of bed and sketched our marketing blueprint.
As I looked at it, I could see a few holes that need to be filled and where we could adjust our remarketing and banner ad campaigns.
I’ll keep you posted on our results in the coming weeks. But for now, we have a complete online marketing blueprint. Here’s what it looks like:
As you can see, I am not the artist behind Ydraw videos. My chicken scratches will pass for a third grader and are fine for the time being, but I’m having this created professionally.
When I got done drawing I could see why we were generating so many leads. This Online Marketing Blueprint is a system that keeps getting better and better over time. To get the kind of results we are getting, each section has to be mastered. For example…Adwords is a big part of our business. We have put in a lot of time and effort to create the right text ads, keywords campaigns, display campaigns, etc. The same goes for Facebook, emails, and YouTube. Each section needs to be perfected.
It’s a lot of work, but very doable.
If you leave a part out…it may not work.
I just know that we have gone from 100 leads per week to 500 leads per week in a 3-month period. Which brings with it some growing pains, but those are great problems to have.
Here are the numbers from our Adwords accounts:
Adwords Spend: $8,083 Leads: 81 Cost per lead $99.79 Click To Conversion Rate was 3% to 9%
Adwords Spend: $10,653 Leads: 165 Cost Per Lead: $54.55 Click to Conversion Rate 13%
The Changes We Made to Adwords
You can see we’ve doubled our leads and cut our cost per lead in half. With the small changes we are making weekly, I can see this getting even better over the next couple of months.
Here are some of the changes:
We redesigned and simplified the website. I can’t stress the importance of simplification. Cut out steps and cut out the clutter. It made a huge impact on our conversion and I know it will make a huge impact on yours.
Create one call to action. What do you want the audience to do?
Google eliminated the right hand ads which gave us a little boost. This may have hurt a lot of other companies. We were always bidding high. It eliminated some of our competition.
Added more negative keywords.
Did A/B testing with text ads.
**added Gmail sponsored ads to the mix**
Gmail Sponsored Ads
I hate giving away secrets like Gmail Sponsored Ads because I know there are other video companies out their watching our every move. It’s a curse, but I want to make sure I give you as much value as possible.
In return I ask that you subscribe to our blog. It’s for the greater good. 🙂
Gmail sponsored ads have been a big focus of mine for the last couple of weeks. With Gmail sponsored ads you are able to run ads within Gmail.
We can place ads based on the account activity of a personal Gmail account. Think of all Gmail users out there. We are able to run promotions directly in their inbox.
The Gmail advert is set out in two sections in the Gmail inbox – a collapsed ad and an expanded ad, but essentially this is the same advert. The collapsed ad appears as a ‘new message’ in your inbox and when you click on it, this then leads you to another ad – the expanded ad. You pay for the cost per click (CPC) every time somebody clicks on the collapsed ad. The expanded ad then leads the user to your landing page; however, you do not pay for the click from the expanded ad to the landing page (this is free).
Here is what one looks like.
They are simple and have had a big impact on our Adwords account.
I created a simple tutorial video on how to set up Gmail sponsored ads. Watch it so you can see what I am talking about.
Now let’s jump over to Facebook and Instagram.
When we first started…here is what the numbers looked like:
Facebook and Instagram
(30 Day Time Period)
Spend: $4665 Number of Leads 446 Cost Per Lead: $10.45
Facebook and Instagram March 2016
(30 Day Time Period)
Spend: $6970 Number of Leads: 1461 Cost Per Lead: $4.77
Yay for Facebook and Instagram! Our leads have gone up drastically and our cost per lead has been cut in half.
Here are the changes we made to our Facebook and Instagram ads to achieve our results:
We basically had Facebook track anyone who hit our conversion page and created a lookalike audience that matched our conversions. It has been very effective.
Created a new whiteboard animation video that provided a little better messaging.
Increased our ad spend budget.
Allowed our good ads to keep running continuously.
That is exactly how we increased our leads.
Please note that we have created an overall system and you are getting a glimpse into this portion of our marketing campaigns. There are more videos and blogs coming in the near future (and most likely a book).
Now it is your turn.
Let us know if you have any questions. We would love to help implement our whole marketing strategy to your business.
Thanks for reading Incredible: From 100 Leads Per Week To 500 Leads Per Week. See How We Did It!
Last week we created Part 1 of scaling a business and within 10 days we immediately ran into a problem. Which forced us to scale back our ad spend and make adjustments to our sales force.
That didn’t take long… 🙂
That‘s business for you. Just when you think you have figured something out, another bottleneck arises. I have a feeling this is going to happen a lot on this Journey. Originally, I was planning on creating a 4 part series, but I think this is going to turn into a 10 part series. It’s important that you guys see our roadblocks and challenges.
Scaling a business, by increasing ad spend, is not as easy as everyone thinks. There are roadblocks, traffic issues, offer issues, funnel problems, shipping, etc.
So do not get discouraged when things pop up. That is to be expected.
The Problem With Our Sales Team
Each Friday I have my sales guy send me the total number of leads, new opportunities, wins, and losses. This last Friday was not great.
We have gone from producing 100 leads a week to 275+.
You would think if the leads more than doubled, the opportunities would more than double.
This was not the case. We had a slight increase in opportunities from the prior weeks but nothing like it should have been.
We overloaded our sales guy with leads and he did not have a system in place to keep track of everyone. New leads were not getting a called right away, and he didn’t have time to follow up.
That is bad.
High-ticket sales don’t just happen.
When selling a higher ticket item, you have to have a sales force that can call immediately and say the right things. For this, we needed a strict sales script.
Curtis and I have shied away from a sales script. Our policy was listening to the prospect, identify the problem, and give the solution. We were there to help.
This works great when you have years of experience. It doesn’t work so well when you have a new salesman.
Once the script was completed, it was important for the leads to be called immediately.
Value per lead drops every minute that passes after the lead is generated. You want to reach them while they are looking at your website.
Because your ability to create an opportunity diminishes as time passes. Contact rates drop over time and lead qualification rates drop over time. Plus, it’s harder to catch the lead at an available time.
As time passes, that individual may forget or look for other solutions.
This is where my competitive spirit kicks in. I can’t stand the thought of someone going to one of our competitors just because we did not follow up.
I have found that Insidesales.com does a great job of educating sales teams. Here is a link to one of their ebooks, The Ultimate Revenue Engine.
How Sales Reps Are Failing
Sales are not easy and we all appreciate what they do. They are the life-line of the company. Here’s some great insight from a marketer at Inside Sales.
“The average lead response time for a sample of 3,068 sales teams at 38 hours 30 minutes. The same study showed that the average number of contact attempts was just 1.36.
There is a reason why this level of response is inadequate.
Lead response research done by Dr. James Oldroyd, shows that the odds of reaching a new sales lead drop over 10x if you wait longer than the ﬁrst hour of shown interest, and the odds of qualifying that lead decrease 6x.
InsideSales.com shows that at 1.36 contact attempts, a business only contacts just over 40% of leads.
Sales Reps, have to do better if you are going to scale up on leads.
This was our problem. We increases count form 100 to 275. This caused an overload.
Here’s how your sales force can fix the problem.
1. Use your CRM software
We use Infusionsoft as our CRM. They provide a lot of tools you can use to keep track of leads, opportunities, and closing. Use it.
2. Take Notes
When dealing with a large number of opportunities you have to take notes and keep track of conversations.
I can’t tell you how many times I get a phone from a prospective client asking me to recall our conversation 3 months earlier.
Notes make you look good.
3. Set a follow-up date and make them commit
Make sure that each and every conversation you have ends with some type of challenge/commitment.
“People change no faster than they make and keep commitments.”
Meaning as people commit to the next phone call or the next action, they are that much closer to becoming a customer. The more time they with you and your product, the better it is.
4. Make 6-10 Contact Attempts (lots of touches)
I am busy, and I am a businessman. When I am looking to purchase a new product, I have found it takes about 10 to 12 touches.
This might be too much for some people, but all I know is my purchasing behavior likely matches a lot of others.
For example, I’ve been looking to buy a new couch for my office. I found the perfect couch 45 days ago on Amazon. But I kept shopping. I wanted to find something that was a little lower in price.
I have looked at that couch online at least 7 times, I read the reviews, I compared, and I looked for other deals.
This is a normal buying cycle for me. I do it with everything.
Finally, yesterday morning I woke up and bought the couch.
You never know what the buying cycle of a prospective buyer is. So it’s best to follow up 6 to 10 times.
Or better yet…go until you get a definite Yes or No.
5. Call The Leads Within The First 5 Minutes
The quicker you call the higher your chances to turning a lead into an opportunity.
I can’t tell you how impressed people are when you follow up quickly. If you can call the prospect while he is searching for your product or service, you can answer any of his questions and resolve his doubts.
So there you have it…
This was the first roadblock we faced with scaling our business. It is not completely fixed, but we will get there.
Until next time…
If you liked these types of articles, let us know. We love advice. If you have ideas that you can share with our readers, leave a comment.
Thanks for reading. More to come.
Fixing Our Sales Team. Scaling A Business With Facebook, Adwords, and Instagram Part 2
Since October of 2015, we have been creating, running, and testing Instagram Sponsored ads. I’ve become obsessed because I think the platform is the perfect way to advertise certain products or services. It’s not just for branding.
Now Instagram has come out with Stories and all the new features, it’s becoming a great tool for businesses.
Instagram ads are one of the most powerful tools we have as business owners.
Our path has not been all roses, but we have been able to achieve a huge ROI. Whether you’re looking to spend $5 a day advertising to a single zip code or $50,000 a day reaching fans everywhere, you can find your ideal target audience.
Make sure you give us some love and comment if you have any other ideas or suggestions. I want this to be the go-to place for Instagram Ads.
Before we get started I want to explain something about Instagram. Instagram was purchased by Facebook for an obscene amount of money. They control Instagram advertising. The way you advertise on Instagram is through the Facebook ads manager. When I show you how to create ads I will be using Facebook. I have had some people get confused in the past.
Let’s jump into the top 7 things I have learned running Instagram Ads.
1. Instagram does not scale perfectly. There is a sweet spot.
What do I mean by this?
Let’s say you are spending $20 dollars a day on ads and your cost per conversion is $1.89. Common sense would tell you that if you increase your daily spend to $100 your cost per conversion should stay at $1.89 or close to it (assuming you have a big enough audience).
This has not been the case. As you will see, by the image below, every time I increase my Instagram daily spend, my cost per result increases. Often times it will triple the cost.
Instagram Sponsored Ad Results
How do you overcome this?
You create more ads. Instead of increasing your daily spend, I suggest you create more ads. For now, that has been my work around and it is working.
2. Lookalike Audiences or Custom Audiences will give you excellent results.
Facebook (Instagram) is under pressure from Wall Street to produce earnings. They can not do this unless advertisers are spending money. Advertisers will not spend money unless it is working. The more our ads produce for us, the more we will spend on Facebook and Instagram.
It’s a vicious cycle but one that benefits all of us. Facebook has taken everything they have learned from Facebook ads and applied it to Instagram ads.
Facebook/Instagram wants you to be successful, and their algorithm is extremely good at finding your ideal customers, as long as you give them the parameters.
Custom audiences and Lookalike audiences offer a simple and automated way to put your message in front of an audience that you know will perform well.
Here is how you will do that.
A. Create a custom audience from your Conversions. Meaning, place your conversion pixel on your Thank You page.
B. Create a Lookalike audience from your Conversion audience.
3. Instagram Does Work For Direct Response Advertisers
When Instagram Sponsored Ads appeared in 2014, it was for brand awareness. Now, we are seeing direct response advertisers getting big results.
Instagram is a direct response advertiser’s dream. You can create highly visual static ads or video ads and drive traffic to your landing pages.
It’s extremely easy to communicate your message which is what direct response marketers need.
Here are a couple of examples.
4. Your Target Audience Is Most Likely On Instagram
If you are searching for Lawyers, Doctors, CEOs, CMOs, Mothers, Fathers or Teenagers you are going to find them on Instagram.
Instagram currently has 300 million active users. Your target audience will be there.
The money is made in the audience. The most common mistake is people do not spend enough time researching their audience. Spend a couple of hours creating the perfect audience. Not 5 minutes!
5. Video Ads Create Better Engagement
A little unknown fact about Instagram ads is that you can run 60 second sponsored video ads. You are not limited to the 15-second video post.
Instagram has increased the amount of time you can run a video as long as you are running an ad. This is a nice little benefit. A 60-second ad is that it gives us a chance to deliver our message.
With video, you are able to deliver your message with words, images, and music. It’s much more entertaining and useful for your future customers.
It’s kind of a no-brainer.
These last two lessons are more for encouragement and motivation and might be the most important.
6. Don’t quit too soon. You are going to screw up and lose money
Like everything that is worth doing, Instagram ads take money and endurance. If you have zero budget, don’t plan on running Instagram ads. If you’re a whiny bag and expect instant results, try the yellow pages and Radio ads. Their ads always work… (haha?)
And another thing…
I can’t tell you how many times I get people wanting to run ads with zero budget. If you can’t pay, you can’t play.
If you do have a budget, be prepared to make mistakes that will cost money. Keep moving forward. As long as you have a good product that produces value, you will get buyers.
7. It Is Only Going To Get Better
Since we started running Instagram ads in October, Instagram advertising interest is skyrocketing. Costs are going to increase, but at the same time, it is only going to get better.
Facebook is losing traction and Instagram is gaining. I can’t believe the amount of time and energy wasted on scrolling through Instagram posts.
Even though I want to advertise to 30+ year olds, my ads are still being shown to 15-year-olds. Things like that will get adjusted.
Instagram will improve their platform and their targeting options are going to also get better. Instagram wants to get the right ad in front of the right people.
Don’t miss it.
Instagram Case Study
45 days ago we took on a client that does HD Body Sculpting. It’s a type of liposuction that gets rid of fat in a couple of hours.
Within a day we created the website, built out the social media accounts, and started running ads.
You can see by the screenshot below that Instagram alone, produced 123 Consultations in a 30 day time period.
I have created video tutorials on How to Run Instagram Ads. There are also other blogs that will give you some tips.
Did you know that there are 5 Ways Scriptwriters, Marketers, and Advertisers Control Your Life And You Don’t Even Know It?
Scriptwriting and advertising is an art. Some are born with it, but most are not. You are about to learn why and how you can control the masses.
Have you ever wanted something so bad that it is all you can think about until you get it? This is common we all do.
Copy Writers know this and the good ones know the right way to structure their material to have you in full pursuit mode. You are basically eating out of their hands and you don’t even know it.
As for bad copy writers and marketers…They do not have a clue how to turn on the switch.
This goes for advertisers and marketers too. They can manipulate you to buy stuff that may or may not harm you.
We all know that smoking can kill you and every smoker wishes they can quit, but the doesn’t stop them; nor does it stop cigarette companies. There is so much more going on behind the scenes. You’re being controlled a bit.
Have you ever wondered why you buy a certain product or service only to regret it a couple of days later? Or lets say you want a car and finally the day comes that you can afford it. For months every time you saw that car on the road something inside of you screams, “I want it, got to have it!” Then the day comes for you to finally pick it up. You wake up all excited because you are finally able to fulfill your desire yet within a couple of week the happiness has worn off and you are looking for your next big purchase. For some this is an addiction.
Do you ever wonder why two grown men with fight like little boys to get the girl?
Or do you wonder why you continue to do things that harm yourself like drugs, cheating, alcohol, overeating, sugar etc.
Here is your answer:
Dopamine, Oxytocin, Serotonin, Endorphins, and Cortisol
The first 4 are happy drugs and the last one is not.
Let me explain.
We are going to use me for an example. I love massages and for the past 20 months I have received a lot of them. Vegas, Florida, Mexico, California, Arizona, Bahamas, Utah are a few of the places. I have gotten them at high-end spas, to dumps that are infested with diseases—or at least they look like they are.
Black women, white women, Asians, Mexican, Brazilians, old and young ladies have all had the opportunity to massage these bulging muscles.
Lucky them… (sorry, guys are not allowed)
Why do I like them so much?
I just figured this out the other day. It is nothing but a huge chemical injection for me.
1. Dopamine kicks in and tells me that I need a massage. My body starts to crave it, so I start looking for a place or a therapist. I am now on the hunt, and the anticipation of getting a massage just releases more Dopamine. The sketchier the more Dopamine. (These are therapeutic only. I repeat Therapeutic only)
2. Once I get there and start to relax, dopamine is gone but the oxytocin and serotonin kicks in.
3. If it is a horrible massage, or the massage lady stinks, then I am so let down and I swear off massages for the month. Only to have the craving for another massage come a week later. What the crap? I’m way more discipline than this!
It is a vicious cycle that costs me a lot of money. The same goes with smokers.
1. They crave a cigarette and have a need. Dopamine is screaming at them
2. They go outside and start to smoke with another person who has that same problem
3. Oxytocin is released.
Here is the thing with smokers. A lot of times it is not the cigarette that they are addicted to, it’s the social aspect of smoking. (Oxytocin)
Smokers all belong to a club and can enjoy a nice smoke together, even if they are total strangers. They feel part of something, which is a need most of us have.
I’m telling you…this stuff is powerful! So what does it have to do with writers and advertisers?
Think about it.
Chemicals control everything we do. It is all part of the genetic code and it is what keeps us alive. Scriptwriters know this, or at least the good ones do.
Dopamine – keeps you seeking what your body needs or craves.
Oxytocin – loves safety, touch and interaction with others. It’s the love drug.
Serotonin – is the security of social dominance and loves respect from others. Think billionaires who continue to want billions.
Endorphins – mask pain and hurt. (Marathon runners are addicted to endorphins otherwise known as the “runners high”)
Cortisol – Makes you depressed and causes bad feelings. It is also what causes stress. “Do something feeling”
So lets look at this from a writer’s perspective and how to really manipulate your audience.
Most scripts are written like this in this format.
1. Headline or introduction 2. Problem, peril, or pain 3. Solutions, resolutions 4. Call To Action or Happy Ending
Think about it this way: Lets use chemical control.
The best Scriptwriters, movie producers, and advertisers all love messing around with your chemicals.
First, they capture you with an amazing headline and they start laying out the problem. They want to hit you with Dopamine and then start injecting Cortisol.
You’re not good enough – you need this – your dreams will come true – be part of our group – everyone is doing it – your life is bad – this product will fix it – do you want to be loved – we can give you power – people will look up to you –
[xt_blockquote author=”Loretta Graziano Breuning”]“When your cortisol flows, it links the neurons active in your brain at that moment. This wires you to recognize those danger cues in the future. When you feel a cortisol alert, your brain looks for a way to make it stop.” [/xt_blockquote]
Take that last sentence and read it again. “When you feel a cortisol alert, your brain looks for a way to make it stop.”
So once a writer has injected Cortisol into your system they will then provide you with a solution. Their solution is a way for you to get Serotonin, Oxytocin and Dopamine back into your system.
Now doesn’t that feel so good?
How does this apply to your business? Take a look at your material and see if it is fulfilling a need of your audience. Does your product or service provide Serotonin? (A way for them to feel important) Apple is a great example. If you have an Apple product you are part of something.
Does your customer service and experience give them a jolt of Oxytocin?
Do they anticipate your next email or product? (Dopamine)
If they do not buy your product or service are you injecting them with a bit of Cortisol?
Find ways to use these happy chemicals and I promise you sales will increase and your customer retention will also improve.
Let’s go get a massage.
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5 Ways Scriptwriters, Marketers, and Advertisers Control Your Life And You Don’t Even Know It
Instead of telling you what to do, I am going to show you what I did and how you can do it too.
It all began this last week when I attended the Start SLC conference up in Salt Lake City. The Conference was a jewel. In fact, it was so good I plan on going for years to come or at least until they let me be the keynote speaker.
I’ll invite you when that happens… 🙂
While sitting in the audience being inspired, I came up with a simple solution to land those big clients.
I have to admit that I am not much of a networker. When they have those networking parties, I will usually go grab a sprite and head back to the hotel.
It’s bad, but for some reason I never have liked the whole networking thing.
While sitting in the audience listening to a speaker from Domo I came up with a couple of ideas on how to target a specific company or a specific person with a customized ad. I decided to target all the executives.
Why do you want this?
Imagine if you are a finance company looking to land that multi million-dollar client. If you could run a particular ad to that individual, don’t you think that would have an impact on their decision? Meaning you run a custom ad designed to land that one company.
You can also use it to set up a lunch appointment or speak with a company’s executives. It’s just a great way to get attention.
For this to work, you will need the following:
Facebook ads (a Facebook account)
YouTube Channel linked to your website
Here are the Step To Become An Amazing Marketer A.K.A Stalker:
You get the target’s info
Build a customized ad
The target sees the ad
Goes to the landing page
We cookie his machine
Run him video ads on YouTube banner ads on other sites in the Google network
Step 1: Collect The Targets Info
For this to work you need to get the Target’s email address. You will upload the email address into Facebook. Facebook will then locate the Target’s Facebook Page.
I found the executives of Domo on LinkedIn, became their friends, and then exported my contact list.
You can also get them to like your Facebook page and start running ads to those who like your page.
Not a perfect system, but it worked.
Step 2: Build the Assets
1. Build a Facebook ad, a landing page, and a video. 2. Place a Remarketing pixel on the landing page. You can place a Facebook remarketing pixel and a Google remarketing pixel. 3. Embed the YouTube Video on the landing page. This is will be used for YouTube retargeting.
Step 3: Create The Ad
Jump onto your Facebook account and create the ad. Under custom audiences you we be able to upload the contact list.
Warning! You have to have a minimum of 20 people on this list. Facebook changed its guidelines a while back, but it’s really not a big deal. If your target is a male you can fill the rest of the list with females and select “Only Market to Male.”
I hope so because it’s not an easy task to pull this stuff out of my brain, but I do it anyway all in the name of sharing…☺
I actually uploaded all 2000+ Linkedin contact because I wanted to see if other people would click on the ad out of curiosity.
Like I said…not a perfect system but it works. You might have to have a broader audience, but we are paying such a small amount per click that it won’t matter if you run the ad to thousands of people. That’s what I did.
Step 4: Run It
Once the ad has been created it is time to let it fly.
Step 5: Generate a YouTube ad that is customized.
You’re on YouTube and you’re about watch your favorite One Direction Video. I say One Direction because just last night I found out my wife dropped $1300 for the whole family to go see them in concert.
It’s been a rough night…
Since your target has watched the video that was sitting on your landing page, you now can run custom pre-roll ads.
(If you do not know what those are, I will direct you over to another article. YouTube Pre-Roll Ads. /youtube-preroll-ads-work-company-run-video-ads/ )
Once your target clicks on the play he gets a customized YouTube ad that speaks directly to him.
“Hey Don… We need to do business and I would like to take you out to lunch. What day works best for you? Click here to set up a time…I’m waiting Don!”
Effective? Who could turn that down?!
Here is a good example of a YouTube video that is customized.
1. Find the target and get ahold of his email address 2. Create a landing page and place your retargeting pixels on the page 3. Create an ad that speaks directly to the target 4. Turn on the ads and drive him to your landing page 5. Run a YouTube pre-roll ad that is customized for him
I hope that helps and make sure to let me know if you try this out. There are a lot of people that would like to hear about your successful campaigns.
So far I have had a good number of clicks and I have received a phone call from a guy that works with Domo. He tried to sell me on his product…
I have some fine-tuning to do, but I know I will get some results. Have a great day and I look forward to hearing about your success
Hope you enjoyed
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How To Create a Creepy Marketing Campaign. Some Call It Stalking We Call It Amazing Marketing.