Hey guys, what’s up it’s Alex!
I am super glad you’re here.
As you can see, I am not in my studio in Vancouver.
I am sitting in my hotel room in San Diego where I am literally minutes away from walking
downstairs and kicking off our Flight Club Mastermind weekend.
Now, for those of you who don’t know, I run a high-level mastermind for experienced
internet marketers and entrepreneurs along with my business partner and co-host Glen
Ledwell.
And this weekend I thought I would do something a little bit different and give you sort of
a behind-the-scenes look at what it’s like to run a high level event, and also share
some of the key takeaways that I learned this weekend.
Because taking the stage are some of the most brilliant internet marketers, entrepreneurs,
traffic experts, SEO experts, copywriters, literally in the entire industry.
Now before I go be sure to subscribe because every single week I release a new tutorial
on copywriting, marketing and more.
So hit subscribe and I will see you right back here in a couple seconds.
Okay so I’m just about to head down for day 2 of my Flight Club Mastermind here in
San Diego.
And before I head down I wanted to share some of the key takeaways from yesterday's speakers.
Now I can’t say too much because the number one rule of Flight Club is…
“You do not talk about Flight Club.”
But I wanted to share just a couple of things that I think will really help you in your
copywriting.
So the first speaker who took the stage yesterday was Dan Rose. Dan is a YouTube advertising
expert who has profitably spend over $30 million dollars on YouTube ads.
So this guy knows a thing or two about using YouTube to drive traffic.
And the number one thing he said that really, really stuck with me is the need for
personalized sales funnels based on your traffic source.
So as I mentioned in my marketing trends video, personalization is becoming more and more
important in your marketing. So think about it... when you’re writing a sales funnel and
you’re using the same sales funnel for Facebook ads, and YouTube ads, internal traffic, and
affiliate traffic…
Every single person is getting the exact same message.
Whereas, if I’m coming to your website from a YouTube video I just watched, you might
want to think really carefully about that user experience.
How might you personalise that funnel to a YouTube click?
Maybe you would use video on the page, maybe you would include the topic of the video that
they just watched on your landing page, maybe you would include video testimonials.
If someone is used to the YouTube platform think about how you’ll want to use that
in your sales funnel.
So, creating personalized sales funnels based on traffic source.
So simple, so, so, so powerful.
So the second speaker who took the stage yesterday was none other than Roland Frasier.
Roland is an investor and advisor to companies like Digital Marketer.
The largest digital marketing company in the entire world.
Chances are you've heard of them or at least attended one of their events.
They do Traffic and Conversion Summit all over the world.
So what I really loved what Roland talked about is customer experience.
And I think as copywriters and marketers we don’t spend nearly enough time thinking
about customer experience.
And one thing he said that really stuck with me, is when a prospect interacts with your
brand, they are looking for inconsistency, They are looking for a reason to not buy from
you.
The market is becoming so, so savvy and they are not tolerant of anything that smells fishy
or hypey, or over markety, or inauthentic.
So this starts long before your sales page and continues on way into your customer experience
after they’ve purchased from you.
So he talks about something called the fab 50 which is essentially identifying the feelings,
actions, and beliefs of your prospect at every single touchpoint in your entire marketing
journey.
So from the very second they see your first ad, to all the way to well after they’ve
bought from you.
Think of every single touch point; your ad, your landing page, your thank you email, your
sales messages, your follow up messages, your purchase page, your shopping cart, your upsells,
your post purchase emails.
These are all touchpoints that need to be completely consistent from start to finish.
So I’ll give you an example of a feeling, an action, or a belief that someone might
have the second they see your ad.
So what are people feeling the second they see your ad?
Are they feeling comfortable?
Do they feel like they can trust you?
What actions would someone take as soon as they saw your ad?
Would they click the ad or would hey open another tab and google your business and see
how legit you are?
Do they believe you?
Do they believe you’re selling what you say you’re selling?
Do they believe they should pay for shipping?
So by actually talking to your customers, yes, actually talking to them…
Roland suggests interviewing your top 50 customers.
Ask them what their feelings, actions, and beliefs are at every single point of the purchase
process and this will give you invaluable information on how to improve your sales funnel.
Remember, because your customers are looking for a disconnect, Roland said yesterday that
all the copy that happens after the headline people will read just to see if there's anything
inconsistent.
So be consistent, be real, ask people whats up, and you can tweak your sales copy and
messaging to be infinitely more powerful, trustworthy, and authentic.
Now Roland also recommended that you read the book Be Our Guest, which is Disney's customer
experience method.
So it looks like this and I will include an amazon link in the description below so you
can get your hands on that.
I know I’m definitely going to be listening to that on Audible very, very soon.
Okay, so now I want to talk about the third speaker who took the stage yesterday…
And it’s my homegirl Amber Spears.
Amber is the co founder of East 5th Avenue Affiliate Marketing which is a boutique marketing
agency that represents some of the biggest personal development and health offers online.
In the last 3 years alone, Amber and her team have generated over $43 million dollars in
front end launch sales for their clients.
So, she knows a thing or two about affiliate marketing.
And Amber really talked about how the industry is changing and how people are no longer tolerant
of not doing things in a very authentic, very up front transparent way.
And that doesn’t just apply to your sales pages.
As I mentioned before, your offer starts long before anyone even sees your sales page.
So one of the things Amber hears a lot from her clients is; this offer is dead, it’s
no longer converting, I need to create a new product or write an entire new sales page
in order to keep my business off the ground.
And, that's just simply not true.
In fact you can create multiple entry points for one particular offer.
Because often it’s the ad, or the landing page, or the way you’re positioning the
offer front end that's fatiguing and the offer itself is actually totally fine and still
something that's incredibly valuable and highly sought after.
So create multiple assets, ads, landing pages, emails, go to town on thinking about all the
different ways you can position your offer to different audiences and you can quadruple
your business.
Use YouTube, Facebook, podcasting, email marketing, affiliate marketing, there are so many ways
that you can position an offer to new audiences, without having to redo everything.
You just have to be smart and intuitive and know what your prospect wants.
Okay, so I’ll be back tomorrow with a couple takeaways from today's sessions and I’ll
see you guys real soon.
Alright guys, so it is day three of the Flight Club mastermind and we are about to head out
on a beautiful catamaran around San Diego harbor, but I wanted to check in real quick
and share my top three takeaways from yesterday's speakers.
Just like day one these speakers were absolutely amazing.
We had Alex Mendozian kicking off the day, now if you do not know Alex Mandossian he is
legit an internet marketing OG.
Back when I started at MindValley in 2008 his stuff was some of the first that I studied.
He’s absolutely brilliant, since 1993 he has helped his clients, his students, and
his JV partners earn $417 million dollars in sales.
And he talked about something that was so, so powerful, and something that I think all
you copywriters and entrepreneurs out there might wanna check out.
So he told the story of advertising executive Leo Burnett.
And you might not have heard of Leo Burnett, but you’ve definitely heard of some of his
advertising campaigns: the Marlboro man, Tony the Tiger, he was truly the genius behind
many of the most successful advertising campaigns.
And he had in one year, 62…
62 marketing campaigns fail.
And by the way 62 failures means he had a lot more marketing campaigns which means if
you're failing, or if your marketing is not working, your copy’s not converting, keep
trying.
So what he found is that these advertising campaigns actually failed because the copy
included too many adjectives and not enough verbs.
So according to Alex Mandossian, nouns bore people, adjectives push people away, and verbs
actually move people.
And it makes so much sense, right?
A noun describes a person, place, or thing, boring.
An adjective is a descriptor word which often pushes people away because think about it,
when we’re describing ourselves we don't want to say; I’m amazing, I’m brilliant,
I’m smart, I’m funny.
You know, we’d want to talk about what we do...
And verbs are action words.
So I thought this was absolutely brilliant.
I actually found an adjective counter online that I’m going to link to below.
But it's a super cool exercise to run your copy through this calculator and see how many
adjectives you’re using in your copy and how can you replace those adjectives with
verbs.
Or words that actually get people to move.
Awesome, right?
Okay so, the second speaker who took the stage is Loren Baker.
Loren is an SEO expert.
He runs a publication called Search Engine Journal which is one of the most read SEO
blogs online.
And he talked about how content marketing is changing.
So SEO is no longer about quantity, it’s no longer about writing a bunch of articles
on related topics.
What Google is looking for now is quality, authority pieces that are useful and useable.
And the three things that Google looks for in your content are; Expertise, authority,
and trust or E.A.T.
So if you do any sort of content marketing and you have a lot of old posts on your blog
or any content that’s no longer relevant…
Definitely go back and clean that up, and merge a lot of posts on related topics into
one authority piece that’s longer and includes more of those elements.
Okay last but not least, the one and only Mat Boggs took the stage at Flight Club.
Now Mat is a dating and relationship coach who has over 590 thousand subscribers on YouTube.
Although he wasn’t talking about YouTube at Flight Club, he was actually talking about
the key communication differences between men and women which was absolutely fascinating.
And you know, there was one quote that he shared that was a really big takeaway for
me, and I think this applies not only in your relationships but also in your marketing.
And it’s a quote by Marshal Turnbell and he says that “The meaning of your communication
is the response you get.”
So it doesn’t matter what you’re saying, if you’re not getting the response that
you want, or if you’re not getting a response that’s favourable, then you need to change
your communication.
And isn’t that true in all communication, not just with our loved ones, family members,
romantic partners, but in our marketing.
So if you’re trying something and it’s not working, and you’re not getting the
response you want, try changing your communication.
Alright, well I have a boat to catch so that is all for today.
I hope you enjoyed this video.
Give me a thumbs up below if you found it helpful.
And stay tuned because next week I’ll have a brand new video coming your way.
In the meantime you can check out a couple of my videos here and here, and be sure to
subscribe.
I’ll see you next week.
Till then, I’m Alex, Ciao for now!