- I don't want you to just watch and learn from me
and not take any action.
- And there's one diagram that Dan drew out in front of me
that still to this day, it really stuck on me.
So for those of you, imagine a funnel, okay?
In a typical online funnel,
you have the top of the funnel,
middle of the funnel and bottom of the funnel, right?
It goes down and you have little people out.
Travis talked about the funnel in yesterday's section.
Now we all are thinking, well, we've got to build a funnel,
a funnel funnel funnel.
They're going to go from top, to the middle,
to the bottom of the funnel.
Then Dan this completely blew me away
when he actually drew this up.
That's the traditional way, which is needed to work, right?
That's how you actually drive revenue.
But then nowadays it's kind of changing up.
What's happening is that people don't go linear.
They go segway.
So Dan can actually talk a little bit about that
because that diagram,
it gave me a huge aha moments.
Even being an entrepreneur for a decade,
I was like, holy crap.
That moment, I was like light bulb moment for me.
- Yes, because first of all, I think most people,
they spend way too much time just generating sales.
And yes, in the beginning you need to generate sales,
that's important.
But simultaneously what I recommend is,
don't forget building a brand.
Social capital is building a brand,
brand versus just making sales.
Both, right?
So think about funnel,
like what Fred was describing like that typical, right?
What I'm saying is people don't go through
like that anymore.
So example, so I'm going to take you back
into direct mail days, how I just started, with my mentor.
Back then, you would let's say run a newspaper ad.
And for some I know for the young people,
you don't know what I mean.
What is the newspaper, Dan?
The stuff that you read, you know, on a piece of paper,
and news, where you get news.
And we would run a this small ad and lets say from there,
they would eventually call a toll free number
to get a free report.
They'll leave their address,
and we'll send them a free report.
They read the free report,
and there's some kind of offer there, right?
It's kind of done from a display ad,
to direct mail, to an offer.
Now the problem now with social media,
not the problem, but that's what's happening
is people don't do.
They don't operate like this.
So here's what, think about is this how
you operate as well?
Let's say Fred is running an ad, right?
And I, oh, that's interesting talking about
how to start an eCommerce business.
Yeah you know, I've been thinking about that,
but maybe I don't click on it first, right?
And finally I'm like, okay, I'll click on it.
I could go to the landing page,
and it's like, oh, that's interesting.
But now I'm not going to opt in,
I'm going to think about it, right?
And then maybe then I would go to the web,
but I'm curious about Fred as a person.
So I to website check out, okay, who is he?
Right?
Or maybe I want to see his LinkedIn profile, right?
Or I want to see if there's any YouTube video that he's made
that talks about how to start an econ business, right?
I want to know a little bit more about
his philosophy, right?
So people don't go linear like that, they bounce.
We all bounce, right?
Or maybe I go to Amazon to check if Fred's got a book,
which he does, right?
Like I would do that.
We all do that.
So it's never a linear like that anymore.
It's bounce, and this period of time,
they might do this whole thing in a matter of month.
They might do the whole thing
in a matter of 10 minutes, right?
If they like what you do.
So think about, if they see an ad,
but then they go to YouTube,
there's nothing there.
They go to your website, there's nothing there, right?
Oh, is there a podcast?
There's nothing there.
Instagram, very little content.
Suddenly now they're thinking,
hmm, I don't know about this person.
This seems to be a little bit questionable, right?
I don't know, right?
Versus, let's take a different scenario, okay?
Someone searching for Fred again,
they will see same thing,
and now they go to Amazon, oh Fred's got a book.
Hmm, you know what?
Maybe I'll invest in the book first.
Let me get a Kindle version, right?
I'm reading, oh, that's interesting,
I finished the book in few days, that's interesting.
And then maybe I want to check out
some of Fred's video right there.
Right on YouTube.
Okay, I'm check in,
oh, that's nice.
I think, you know,
Fred really knows what he's talking about.
It makes sense and brings traffic.
Like he knows his subject very well, right?
Well, let me connect with him on LinkedIn, right?
I have some questions,
to see you know, if he could help with my business, right?
And there, I connect with Fred on LinkedIn.
I added him.
Right now we've made a connection, right?
And I will see someone's article, that's interesting.
I'm still not ready, right?
But then a month later, I see an ad,
and now we're talking again
from Fred talking about maybe a webinar.
Hmm, that's interesting, right?
Let me jump on that.
And then once I click on done it say,
oh, there's actually a course that I could purchase.
You know what?
I think now after reading the book,
after consuming some content
and connecting with Fred on LinkedIn, i'm ready now.
Boom, and I make a purchase.
That's how we all buy now.
The question is, you want to,
you don't need to be like dominating all the platforms,
but you need to be on it, so people could connect with you.
They want to connect with you.
Here's the biggest difference.
Before, as an entrepreneur, we can market the way that
here's how, as a company, we want to communicate with you.
That table has flipped, right?
Now consumers want to consume your content,
just like Netflix, right?
They want to binge watch, they could.
They want to connect with you
when they want to connect with you,
how they want to connect with you,
whatever platform they choose.
We don't choose.
So the more places you have,
more entry points that you have
for them to connect with you,
the higher the probability
that they will do business with you.
But if you've got none of that,
then maybe your competitors are already on there.
Then it puts you in a huge disadvantage.
Because they maybe they were thinking about,
doing business with you.
Let's say they say
Fred doesn't have a YouTube channel, right?
He doesn't have a book.
I see the ad, I'm like, yeah, I want to learn more.
I go to YouTube, nothing, right?
I want to go to Amazon, nothing.
The website, there is on a landing page.
I don't know.
I'm not so comfortable with that.
And people are thinking, right?
They do their research.
So that's my recommendation.
It's different now.
So it's not this, it's this, it bounces.
So I want to be on all those.
I have enough content for someone to consume for like years,
without ever transacting, right?
They want to transact,
they want to do business, when they want to do business,
which is fine.
I've got a thousand videos,
I've got, I don't know, two, 300 episodes of podcasts.
I've got so much stuff, right?
So much stuff.
And it's okay, that's what you want.
You want to use your social media to build the relationships
without spending your,
back then it's one on one coffee time,
now it's this, right?
This conversation I'm having with hundreds of people.
That's the power of technology and we can not ignore it.
We can not ignore it.