digital digital is everywhere but
digital is not about technology digital
is about people and everyone in the
world now they will be online they will
be connected using smartphones tablets
laptop whatever is how many people
really use digital in its full potential
well the reality is that only a 0.01
percent of the population really must
really dominate the digital world so
when I take in a journey where I met
some of the brightest mind in the
digital world and in the business world
and I want to try to share with you some
of the tips that I’ve learned and we
have learned to improve your life in
your business if you have the right
strategy you can compress decades in the
day so literally you can save that time
but lots of people know the strategies
they know what to do some of your
viewers right now may know they have
their business or they have something
they want to change their life they know
what to do but they’re not doing it it’s
because they’re missing the right story
a story is just my metaphor for all the
beliefs we have all the expectations all
the rules about how life’s supposed to
be how business supposed to be and when
people don’t for example work out they
have a story they say I have no time
when the story is oh I’ve tried
everything the story keeps us from
either finding the strategy or actually
accessing and using it effectively the
way you change people is you change
their state so your story about life
changes when you change your state Ron
you change your state story and your
strategies you can get a breakthrough
so this is your company and this is the
digital war right and the big question
is what are you gonna do when your
company goes inside the digital
ecosystem what are you gonna do how do
you change what will you do and how will
you adapt the Internet of Things also
has the potential to to really
completely redefine a number of
industries like what if I had a
connected thermometer at home right so
that every time I took my child’s
temperature to see if they had a fever
that data was automatically made
a lot of people in companies think
digital is too complicated and they’re a
little bit afraid they feel like it’s a
sort of chess game but you can take
so here’s the old way of doing business
this is called brand experience a brand
experience and it sounds like this
I talked you’d be quiet’ that’s a brand
experience now that’s changed we’re in
the age of social and today it’s a
customer experience and it sounds like
this and listen I engage and that’s what
brands are doing today you see it on
their social media channels now get
ready here’s the change it’s about to
change one more time the next phase is
called a market experience and this
means that the companies have to help
two customers connect to each other to
share or buy at the current trade
services we believe that global
communications are here to say that
social networks are here to stay and
immensely empowering that machine
intelligence is going to lose all of
this and make it more and more powerful
and easier to use and that online video
go through our computers our tablets our
mobile phones is one of the most
powerful most emotionally engaging
medium I find that most people most
clients most human beings most people my
organization most people in the outside
world
most people use data as a defense as
something they consume as something that
they want to report on what they already
did and I think you need to flip that
and use the data to to give you
information and strategy and insight
into what to do forward most people
don’t do that they use the data as
consumption as a post game instead of as
the strategy for a player
business is changed yes and I show you
how very simple this is the old way of
doing business categories you know that
you know you can expect exactly what you
know what’s coming out from your
business but this is the new way of
doing business
imaging this is social media you really
don’t get it sometimes but just because
you don’t have the right guidelines if
you know how to do it this it becomes
everything more clear and so you have to
find a way you’re balancing is do worse
it’s not always easy but you can find
the way we are if we find it interesting
in one way or things only move because I
received something and I decide to send
it or wrong and you receive it for me
and you decide to save it so thinking
about is medium this is the most
important part of the internet which
this is is from the very beginning of
if you have the right strategy and the
right framework you can pick up the
right information understand what is not
for you and say okay this is exactly
what I need and everything is much much
easier last years you start hearing more
about education technology and that cuts
across all you know from actually
teaching students who are in school to
help them learn better to people who are
we never went to school to people who
are older and continuing education want
Emmanuel Montezuma montemagno Montezuma
right I know who I am and they know who
they are but don’t your company know who
they are the power is actually shifting
from the boardroom to the living room
and what I mean by that is that
consumers now have access to their
friends opinions they can research
online they can use apps to scan
barcodes and figure out prices so
consumers can be much more involved in
their purchase decision so in the past
brands and marketers were able to push
products out now it’s really more of a
pull mentality and the living room or
the person sitting at home has more
power if you are a company that knows
who you are the company actually the
image you will have outside for
customers that come to consumers will
actually have an impact look at this
word
some people could just see an old burnt
here other people see an opportunity to
build maybe something new something
different and so the lesson here is that
probably is good to be the only person
if you happen to be the one person that
thinks something’s right and no one else
thinks it can work then you have a shot
now cuz perception is not reality if it
started with perception reality are the
same from the financial community
there’s no upside if it starts with
perception is different than reality and
the company grows into reality if you
were the only one thinking that you’re
gonna do well while positioning your
business is so important finding the
right balance and the digital ward
positioning you have to reverse engineer
your strategy and what problems you use
based on what you’re selling if I’m
selling something that’s female-driven
I’m using Pinterest if I need to sell
something cool I’m using tumblr if I
need to sell something for moms I’m
using Facebook so you’ve got to really
understand where to tell your story
based on the who your target audiences
here’s one of the key of businesses the
bigger the wave that easier it is to be
a success so I think one of the keys
that I’ve always looked for is find big
opportunities that are offline that are
going to move online that are in that
transition period because if you can
identify that you only have to be kinda
right with your idea or your market size
or whatever to have a big wave
compelling some companies as fantastic
creative ideas others just don’t but
you have chosen thought leaders from
many different fields that’s the secret
to creativity that is the secret to
unleashing innovation and creative ideas
you don’t want to hear from people just
in your field you want to apply ideas
from completely different pieces the
best innovations in the Apple Store were
copied from brands and companies
completely outside of consumer
electronics
I love whiteboards and I don’t care how
good they make a computer screen or a
tablet there’s nothing as great as a
wall a massive wall with your ideas
where you know 2 to 20 people can stand
around and look at things or even if
you’re doing it alone just to kind of
look at things and even if it was
something like something this size and I
go to a coffee shop or something with a
pen there’s something and there’s
evidence and there’s some research about
this especially in Japan about you know
the brain and writing something with
this pencil a pencil or a pen rather
than typing things in you know something
about there’s something going on with
the creative process when you maybe this
is deep in our DNA or and our brainstem
know before we had pens we would use our
finger and or a stick there’s something
going on there I think it just opens up
the creative process how do you find
the first thing that you have to think
about is what are the most common
questions that you get on your blog or
on your show by email when people stop
you in the street you know when people
comment on Facebook and you know tweet
on Twitter whatever whatever the
platforms are when people are asking you
a question what are they asking because
often the most obvious thing is right
under your nose I found my niche by
saying I have a problem here who out
there can solve it and I knew that guys
like Seth Godin who I admired whose book
I read for a long time people like the
founder of Sun Microsystems Wikipedia
they weren’t just gonna talk to me but I
thought if I start doing these as
interviews they would talk to other
people through me and that’s how the
whole thing started you now at whether
you’re a two person company or a two
hundred thousand person company you can
have the same kinds of tools in the same
ease of use and it really is a
fundamental shift where you’re seeing
historically companies like sa P and
Oracle come in and you know sell into
the CIO office from the top down and now
what you’re seeing is the exact opposite
I love it I think that there is a
frequent misconception in startups that
what you do in the beginning is what you
do at scale and when you dig deeper into
the stories some of the world’s best
startups like eBay for example you see
that that’s not the case when even first
launched they literally sent people with
cameras to take pictures of an item so
if you listed a great pair of shoes it
wasn’t necessarily common yet for people
to have their own camera that take a
picture to upload it so they would
actually send someone to your house to
take a picture of your shoes and put it
online so you could sell them on eBay
that doesn’t scale but you don’t need to
do that forever when we did our first
five I personally went into the
companies made them feel very
comfortable created the profile for them
the companies were floored when we did
the next 25 it was someone from our team
who we had hired now it’s a team of
freelancers we actually modeled it after
the Airbnb model where we connect with
great local photographers and dispatch
them to create the profile
in 2013 still content is king’s father
first of all on the marketing side you
have kind of a lack of new platforms
that have come along in the last you
know three years or so you know it’s
been pretty stable Twitter and Facebook
we’re kind of now you know entrenched
and you know Google has not really made
a huge dent into either one of those
platforms and then you have obviously
tumblr and some others and so I think
there’s a lack of shiny objects you know
that marketers can you know turn around
and try to sell that’s one two is you
have increased confidence by marketers
in the ability to tell their story their
own way so they’ve been very successful
on social the last you know four or five
years they have the infrastructure now
and the confidence to go out and tell
that story and then three I think that
there’s a there’s a huge shift in the
economic of economics of media that all
of a sudden is creating new avenues for
content not just to appear on our
properties but to appear on some of the
most traffic sites on the web and I
think that’s a huge ship packaging
information in a way that sticks inside
the mind of your customer is fundamental
like an artist one way yeah human beings
you and me the only way you can scale
hat you know making your customers happy
is by delivering great work and by
scaling human beings more effort more
caring more giving a crap more
interaction more hustle more more more
more more more but more human stuff not
automation all right so we use no chance
to use any there’s no scaling although
the scaling comes in more human beings
that’s scaling essentially is becoming
clearer is what makes information
possible to penetrate our thick skull
and and it turns out that you know if
you package information in certain ways
it’s much easier for us to both or
understand and remember it if you can
tell a story and actually put it out in
in a visual spatial format and people
are more likely to both understand
and remember what you have to say but
Google is your application justified
okay don’t go move out for the sake of
going over this issue go mobile and
nobody is using your product some kind
so make sure that you have a valid case
for people to use your application on
their phones and that doesn’t apply to
everyone could can curve be to the
software that just will never make it
through a mobile app because it’s
complex it has so many features that
creating a simple experience on
you have to find new ways to skyrocket
but two things happen one it’s harder
than ever to get picked because more and
more people are saying pick me pick me
pick me and to the pickers have less
power than they used to rock it used to
be that if you were on the cover of a
magazine
everyone in quotations would see it it
used to be that if you got mentioned on
a TV show everyone with watch the number
of people who watch The Tonight Show is
a quarter or less what you who used to
watch the time so we’re getting picked
isn’t worth as much anymore anyway so
there’s an alternative and the
alternative is if you are frustrated
because you’re not getting picked
instead of whining about the fact you’re
not getting picked the alternative is to
build a business that does not require
gatekeepers to pick you so you write a
book you print it as a PDF you email it
to 50 people who like you and trust you
and if you don’t have 50 people who like
you and trust you start over right but
you do now if those 50 people who like
you and trust you look at the PDF and
say this is great and they email it to
50 people who like them and trust them
now you’ve reached 2500 people if it
happens one more time
you’ve reached over a hundred thousand
people who have read what you wrote now
if a hundred thousand people read what
you wrote in just five days for free
will you be better off deal worse no
simple tip if you want people to notice
your business just stop doing this
and start doing this the only way to
break through that some people do it by
spending so much money and creating
crazy ads that make you pay attention
because they’re sort of funny or bizarre
or raw but a lot of those ads you don’t
buy their product you laughs yeah you
know the company don’t buy their product
right cuz they’re it’s not necessarily
bringing you in the other way a small
business can do it is you’ve got to
figure an innovation that meets a need
that’s missing well the best marketing
of all is having a product right that
meets people’s needs so well that the
word of mouth is off the charts if you
make your mentality of marketing what I
call van V am value-added marketing or
instead of trying to compete for
eyeballs you go find out who that client
is and you find a way to meet their
needs and you do things for them that
really meet their needs I don’t care if
it’s educate them provide them an
insight something that gives them more
convenience the actual marketing itself
does that for people and then they begin
to understand you recognize you like you
trust you and want to do business with
you and that’s the way to do it today I
am a marketing person but I am a product
driven marketing person so I think the
start of all great evangelism all great
you know brands is a great product and
so you know I’ve tried to evangelize
people with crap and I’ve tried to
evangelize people with great stuff and
it is a lot easier to evangelize people
with great stuff so you know to me 80%
of the action is creating great stuff
and lots of people say yeah I created
great stuff and nobody bought it well
you know what I would be bait that it’s
great stuff okay so the keys to create
great stuff and you created they will go
mine I swear to God when you send an
email to your customers or potential
customers there’s a barrier between you
and bam
like this gate try to figure out that
and if you have the right strategy if
you have the right key you can start a
conversation with them and you can be
sure that most customers or potential
I think the draft like the actual text
of the email is probably the most
important followed by the subject line
I think sender can matter and I mean
certainly you know we definitely found
that emails from Barack Obama did much
much better than emails from some random
you know personnel in a campaign I mean
I work in politics so I don’t know that
every one of these tips would apply but
certainly we found that you know sort of
shorter and less formal subject lines
worked better for us not always not a
hundred percent of the time but you know
in general you know I mean our best
subject line overall was hey and you
know so we had emails from from the
president and we would test out all
sorts of subject lines and this was the
subject line hey what’s the right price
for your product or service and how do
you wanna be at the premium end of your
market okay Femi amend of your niche so
if your and let’s say the fitness niche
that’s very different than the business
niche that’s very different than this
niche so you have to do a little
research to see what’s out there the
more premium you can go right the more
high-quality customers you’re gonna get
in and the less you have to sell for it
to be very successful free money or an
easy way to do money also in the digital
world doesn’t exist but there are so
many options that you have to monetize
your knowledge your product your service
but other factors that make a difference
of things like the kind of products you
talking about and how how much a source
of information your community views your
site so forums for example tend to
convert it much higher up so user
because people go to forums specifically
to research and get recommendations on
products they should buy and so they
tend to convert at a higher rate than
traditional Globes and other editorial
sites I’d be lucky in my career that I
built three companies for companies that
got to be worth over 250 million and I
co-founded another one that got to be
worth over a billion and when I look at
the Lords of of doing these and you say
what’s the formula right but I don’t
have a formula that’s the problem it
surprises me every day that’s the thing
that it surprises me I when I look
around I only see problems and yet this
is supposed to be success right success
and success so success must be like one
of those paint paintings that when you
look from very close all you see is
failure but when you look from far away
you see success I don’t know digital
it’s a fantastic opportunity
that’s totally there what are you gonna do now
digital is not about technology digital
is about people and everyone in the
world now they will be online they will
be connected using smartphones tablets
laptop whatever is how many people
really use digital in its full potential
well the reality is that only a 0.01
percent of the population really must
really dominate the digital world so
when I take in a journey where I met
some of the brightest mind in the
digital world and in the business world
and I want to try to share with you some
of the tips that I’ve learned and we
have learned to improve your life in
your business if you have the right
strategy you can compress decades in the
day so literally you can save that time
but lots of people know the strategies
they know what to do some of your
viewers right now may know they have
their business or they have something
they want to change their life they know
what to do but they’re not doing it it’s
because they’re missing the right story
a story is just my metaphor for all the
beliefs we have all the expectations all
the rules about how life’s supposed to
be how business supposed to be and when
people don’t for example work out they
have a story they say I have no time
when the story is oh I’ve tried
everything the story keeps us from
either finding the strategy or actually
accessing and using it effectively the
way you change people is you change
their state so your story about life
changes when you change your state Ron
you change your state story and your
strategies you can get a breakthrough
so this is your company and this is the
digital war right and the big question
is what are you gonna do when your
company goes inside the digital
ecosystem what are you gonna do how do
you change what will you do and how will
you adapt the Internet of Things also
has the potential to to really
completely redefine a number of
industries like what if I had a
connected thermometer at home right so
that every time I took my child’s
temperature to see if they had a fever
that data was automatically made
a lot of people in companies think
digital is too complicated and they’re a
little bit afraid they feel like it’s a
sort of chess game but you can take
so here’s the old way of doing business
this is called brand experience a brand
experience and it sounds like this
I talked you’d be quiet’ that’s a brand
experience now that’s changed we’re in
the age of social and today it’s a
customer experience and it sounds like
this and listen I engage and that’s what
brands are doing today you see it on
their social media channels now get
ready here’s the change it’s about to
change one more time the next phase is
called a market experience and this
means that the companies have to help
two customers connect to each other to
share or buy at the current trade
services we believe that global
communications are here to say that
social networks are here to stay and
immensely empowering that machine
intelligence is going to lose all of
this and make it more and more powerful
and easier to use and that online video
go through our computers our tablets our
mobile phones is one of the most
powerful most emotionally engaging
medium I find that most people most
clients most human beings most people my
organization most people in the outside
world
most people use data as a defense as
something they consume as something that
they want to report on what they already
did and I think you need to flip that
and use the data to to give you
information and strategy and insight
into what to do forward most people
don’t do that they use the data as
consumption as a post game instead of as
the strategy for a player
business is changed yes and I show you
how very simple this is the old way of
doing business categories you know that
you know you can expect exactly what you
know what’s coming out from your
business but this is the new way of
doing business
imaging this is social media you really
don’t get it sometimes but just because
you don’t have the right guidelines if
you know how to do it this it becomes
everything more clear and so you have to
find a way you’re balancing is do worse
it’s not always easy but you can find
the way we are if we find it interesting
in one way or things only move because I
received something and I decide to send
it or wrong and you receive it for me
and you decide to save it so thinking
about is medium this is the most
important part of the internet which
this is is from the very beginning of
if you have the right strategy and the
right framework you can pick up the
right information understand what is not
for you and say okay this is exactly
what I need and everything is much much
easier last years you start hearing more
about education technology and that cuts
across all you know from actually
teaching students who are in school to
help them learn better to people who are
we never went to school to people who
are older and continuing education want
Emmanuel Montezuma montemagno Montezuma
right I know who I am and they know who
they are but don’t your company know who
they are the power is actually shifting
from the boardroom to the living room
and what I mean by that is that
consumers now have access to their
friends opinions they can research
online they can use apps to scan
barcodes and figure out prices so
consumers can be much more involved in
their purchase decision so in the past
brands and marketers were able to push
products out now it’s really more of a
pull mentality and the living room or
the person sitting at home has more
power if you are a company that knows
who you are the company actually the
image you will have outside for
customers that come to consumers will
actually have an impact look at this
word
some people could just see an old burnt
here other people see an opportunity to
build maybe something new something
different and so the lesson here is that
probably is good to be the only person
if you happen to be the one person that
thinks something’s right and no one else
thinks it can work then you have a shot
now cuz perception is not reality if it
started with perception reality are the
same from the financial community
there’s no upside if it starts with
perception is different than reality and
the company grows into reality if you
were the only one thinking that you’re
gonna do well while positioning your
business is so important finding the
right balance and the digital ward
positioning you have to reverse engineer
your strategy and what problems you use
based on what you’re selling if I’m
selling something that’s female-driven
I’m using Pinterest if I need to sell
something cool I’m using tumblr if I
need to sell something for moms I’m
using Facebook so you’ve got to really
understand where to tell your story
based on the who your target audiences
here’s one of the key of businesses the
bigger the wave that easier it is to be
a success so I think one of the keys
that I’ve always looked for is find big
opportunities that are offline that are
going to move online that are in that
transition period because if you can
identify that you only have to be kinda
right with your idea or your market size
or whatever to have a big wave
compelling some companies as fantastic
creative ideas others just don’t but
you have chosen thought leaders from
many different fields that’s the secret
to creativity that is the secret to
unleashing innovation and creative ideas
you don’t want to hear from people just
in your field you want to apply ideas
from completely different pieces the
best innovations in the Apple Store were
copied from brands and companies
completely outside of consumer
electronics
I love whiteboards and I don’t care how
good they make a computer screen or a
tablet there’s nothing as great as a
wall a massive wall with your ideas
where you know 2 to 20 people can stand
around and look at things or even if
you’re doing it alone just to kind of
look at things and even if it was
something like something this size and I
go to a coffee shop or something with a
pen there’s something and there’s
evidence and there’s some research about
this especially in Japan about you know
the brain and writing something with
this pencil a pencil or a pen rather
than typing things in you know something
about there’s something going on with
the creative process when you maybe this
is deep in our DNA or and our brainstem
know before we had pens we would use our
finger and or a stick there’s something
going on there I think it just opens up
the creative process how do you find
the first thing that you have to think
about is what are the most common
questions that you get on your blog or
on your show by email when people stop
you in the street you know when people
comment on Facebook and you know tweet
on Twitter whatever whatever the
platforms are when people are asking you
a question what are they asking because
often the most obvious thing is right
under your nose I found my niche by
saying I have a problem here who out
there can solve it and I knew that guys
like Seth Godin who I admired whose book
I read for a long time people like the
founder of Sun Microsystems Wikipedia
they weren’t just gonna talk to me but I
thought if I start doing these as
interviews they would talk to other
people through me and that’s how the
whole thing started you now at whether
you’re a two person company or a two
hundred thousand person company you can
have the same kinds of tools in the same
ease of use and it really is a
fundamental shift where you’re seeing
historically companies like sa P and
Oracle come in and you know sell into
the CIO office from the top down and now
what you’re seeing is the exact opposite
I love it I think that there is a
frequent misconception in startups that
what you do in the beginning is what you
do at scale and when you dig deeper into
the stories some of the world’s best
startups like eBay for example you see
that that’s not the case when even first
launched they literally sent people with
cameras to take pictures of an item so
if you listed a great pair of shoes it
wasn’t necessarily common yet for people
to have their own camera that take a
picture to upload it so they would
actually send someone to your house to
take a picture of your shoes and put it
online so you could sell them on eBay
that doesn’t scale but you don’t need to
do that forever when we did our first
five I personally went into the
companies made them feel very
comfortable created the profile for them
the companies were floored when we did
the next 25 it was someone from our team
who we had hired now it’s a team of
freelancers we actually modeled it after
the Airbnb model where we connect with
great local photographers and dispatch
them to create the profile
in 2013 still content is king’s father
first of all on the marketing side you
have kind of a lack of new platforms
that have come along in the last you
know three years or so you know it’s
been pretty stable Twitter and Facebook
we’re kind of now you know entrenched
and you know Google has not really made
a huge dent into either one of those
platforms and then you have obviously
tumblr and some others and so I think
there’s a lack of shiny objects you know
that marketers can you know turn around
and try to sell that’s one two is you
have increased confidence by marketers
in the ability to tell their story their
own way so they’ve been very successful
on social the last you know four or five
years they have the infrastructure now
and the confidence to go out and tell
that story and then three I think that
there’s a there’s a huge shift in the
economic of economics of media that all
of a sudden is creating new avenues for
content not just to appear on our
properties but to appear on some of the
most traffic sites on the web and I
think that’s a huge ship packaging
information in a way that sticks inside
the mind of your customer is fundamental
like an artist one way yeah human beings
you and me the only way you can scale
hat you know making your customers happy
is by delivering great work and by
scaling human beings more effort more
caring more giving a crap more
interaction more hustle more more more
more more more but more human stuff not
automation all right so we use no chance
to use any there’s no scaling although
the scaling comes in more human beings
that’s scaling essentially is becoming
clearer is what makes information
possible to penetrate our thick skull
and and it turns out that you know if
you package information in certain ways
it’s much easier for us to both or
understand and remember it if you can
tell a story and actually put it out in
in a visual spatial format and people
are more likely to both understand
and remember what you have to say but
Google is your application justified
okay don’t go move out for the sake of
going over this issue go mobile and
nobody is using your product some kind
so make sure that you have a valid case
for people to use your application on
their phones and that doesn’t apply to
everyone could can curve be to the
software that just will never make it
through a mobile app because it’s
complex it has so many features that
creating a simple experience on
you have to find new ways to skyrocket
but two things happen one it’s harder
than ever to get picked because more and
more people are saying pick me pick me
pick me and to the pickers have less
power than they used to rock it used to
be that if you were on the cover of a
magazine
everyone in quotations would see it it
used to be that if you got mentioned on
a TV show everyone with watch the number
of people who watch The Tonight Show is
a quarter or less what you who used to
watch the time so we’re getting picked
isn’t worth as much anymore anyway so
there’s an alternative and the
alternative is if you are frustrated
because you’re not getting picked
instead of whining about the fact you’re
not getting picked the alternative is to
build a business that does not require
gatekeepers to pick you so you write a
book you print it as a PDF you email it
to 50 people who like you and trust you
and if you don’t have 50 people who like
you and trust you start over right but
you do now if those 50 people who like
you and trust you look at the PDF and
say this is great and they email it to
50 people who like them and trust them
now you’ve reached 2500 people if it
happens one more time
you’ve reached over a hundred thousand
people who have read what you wrote now
if a hundred thousand people read what
you wrote in just five days for free
will you be better off deal worse no
simple tip if you want people to notice
your business just stop doing this
and start doing this the only way to
break through that some people do it by
spending so much money and creating
crazy ads that make you pay attention
because they’re sort of funny or bizarre
or raw but a lot of those ads you don’t
buy their product you laughs yeah you
know the company don’t buy their product
right cuz they’re it’s not necessarily
bringing you in the other way a small
business can do it is you’ve got to
figure an innovation that meets a need
that’s missing well the best marketing
of all is having a product right that
meets people’s needs so well that the
word of mouth is off the charts if you
make your mentality of marketing what I
call van V am value-added marketing or
instead of trying to compete for
eyeballs you go find out who that client
is and you find a way to meet their
needs and you do things for them that
really meet their needs I don’t care if
it’s educate them provide them an
insight something that gives them more
convenience the actual marketing itself
does that for people and then they begin
to understand you recognize you like you
trust you and want to do business with
you and that’s the way to do it today I
am a marketing person but I am a product
driven marketing person so I think the
start of all great evangelism all great
you know brands is a great product and
so you know I’ve tried to evangelize
people with crap and I’ve tried to
evangelize people with great stuff and
it is a lot easier to evangelize people
with great stuff so you know to me 80%
of the action is creating great stuff
and lots of people say yeah I created
great stuff and nobody bought it well
you know what I would be bait that it’s
great stuff okay so the keys to create
great stuff and you created they will go
mine I swear to God when you send an
email to your customers or potential
customers there’s a barrier between you
and bam
like this gate try to figure out that
and if you have the right strategy if
you have the right key you can start a
conversation with them and you can be
sure that most customers or potential
I think the draft like the actual text
of the email is probably the most
important followed by the subject line
I think sender can matter and I mean
certainly you know we definitely found
that emails from Barack Obama did much
much better than emails from some random
you know personnel in a campaign I mean
I work in politics so I don’t know that
every one of these tips would apply but
certainly we found that you know sort of
shorter and less formal subject lines
worked better for us not always not a
hundred percent of the time but you know
in general you know I mean our best
subject line overall was hey and you
know so we had emails from from the
president and we would test out all
sorts of subject lines and this was the
subject line hey what’s the right price
for your product or service and how do
you wanna be at the premium end of your
market okay Femi amend of your niche so
if your and let’s say the fitness niche
that’s very different than the business
niche that’s very different than this
niche so you have to do a little
research to see what’s out there the
more premium you can go right the more
high-quality customers you’re gonna get
in and the less you have to sell for it
to be very successful free money or an
easy way to do money also in the digital
world doesn’t exist but there are so
many options that you have to monetize
your knowledge your product your service
but other factors that make a difference
of things like the kind of products you
talking about and how how much a source
of information your community views your
site so forums for example tend to
convert it much higher up so user
because people go to forums specifically
to research and get recommendations on
products they should buy and so they
tend to convert at a higher rate than
traditional Globes and other editorial
sites I’d be lucky in my career that I
built three companies for companies that
got to be worth over 250 million and I
co-founded another one that got to be
worth over a billion and when I look at
the Lords of of doing these and you say
what’s the formula right but I don’t
have a formula that’s the problem it
surprises me every day that’s the thing
that it surprises me I when I look
around I only see problems and yet this
is supposed to be success right success
and success so success must be like one
of those paint paintings that when you
look from very close all you see is
failure but when you look from far away
you see success I don’t know digital
it’s a fantastic opportunity
that’s totally there what are you gonna do now
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