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SFP15: Success Secrets Of A Serial Entrepreneur with Neil Patel

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SFP15 Success Secrets Of A Serial Entrepreneur with Neil Patel

In this episode Greg shares with you an interview he had with the very successful, very smart Mr Neil Patel. Below is a shortened transcript of the interview. Also check out the links below to the resources mentioned in this episode, they are not to be missed.

Crazyegg is an amazing tool that does Heatmaps, Scrollmaps etc. What are any key learning’s you can share with us about how site visitors navigate around websites?

Neil: Some general usability tweaks and tips for people. One that most people don’t realize is when you’re on checkout pages remove all forms of navigation and you’ll typically boost conversion rates.

The other thing I’ve found is two step checkout processes usually have a 10% higher conversion rate than a one step checkout process. Think of it like dating. Think about marriage. You can’t just ask someone “Hey, will you marry me?” It never happens, unless you’re in Vegas and you’re trashed. But, what end up happening is something like, “wow you’re awesome, let’s go out for coffee.” You do coffee. Then, you may end up kissing them. You end up meeting their parents. You get to know them. You date for a while. You live together. Then, you may end up getting married. It’s this whole process. Psychologically speaking, the web is the same way. If I convince you to give me your email address and password or your name and email address, you’re already like “Well, I already gave Neil my email and password so I might as well just finish the purchase.”

But, when you give someone a daunting page that has all these fields they’re just like ‘wow, this is so much to do, I’m just going to leave’. When you’ve already got someone to commit with micro-commitments, they are much more likely to convert into a customer. What about sliders, or they’re sometimes called carousels. Is one or many better for conversion?

Neil: I’ve done a ton of A/B testing and all my data shows that carousels decrease conversions. Carousels are just distracting. The biggest thing that actually impacts a website’s usability and conversions is typically text. That’s the number one thing that people should be focusing on from instead of images and carousels and all these bells and whistles. You don’t need fancy websites. You need to tell people what they’re going to get, show it to them, convince them to buy it with testimonials, case studies etc, and then let them buy.

How about scrolling? What percentage of people are scrolling to the bottom of sites?

Neil: I actually see less than 20% of the people go to the bottom of a website. Very few people scroll. If your whole website fits above the fold within the monitor resolution, you’re fine as

100% of people are going to see it. Once you start getting quite long in which you’re four or five folds make up your website, you’re typically looking at around 20% are going to go all the way to the bottom.

KISSMetrics takes the learning’s of the site visitors and their actions to a much deeper level. Can you explain how it works and how best to use it to make an online business more profitable?

Neil: With KISSmetrics what we ended up finding is there are multiple devices that people use from mobile phones to laptops to desktop computers. Some people even have multiple computers within their home. What ends up happening is you can visit the website ten times from different devices.

What we do is we track people, so instead of it showing up as ten visitors it shows up as one. In addition to that, we’ll cross pollinate every interaction you’ve made with the website, and map out your actual user flow so that way you can figure out things like ‘Greg here is a converting user. He is our ideal customer. He’s engaged. He logs in. He buys from us many times.’

Let’s say you’re Amazon, and let’s say hypothetically Amazon’s using us. You may want info like “Ok, here are all the customers like Greg who buy on a regular basis from us. What are the specific user flows and patterns that Greg goes through to purchase?”

We’ll map that out and then the website owner knows to push more people down this flow that Greg took because it’s the highest converting flow. Then, from there they can generate more sales.

It’s very data intensive. The product is more complex than I would like. We’re definitely working on improving the simplicity of it. Nonetheless, if you’re a big business and you have a ton of data it can help you make quite a bit more cash.

On the business startup side – Crazyegg was self funded, where as KISSmetrics had a VC round of $13m. What were the key learning’s from these two completely different approaches?

Neil: Crazyegg was bootstrapped. We used our own money. I think my co-founder and I put in around a half a million bucks of borrowed money into it to grow it and start it off. We struggled for the first few years, and then it started taking off. We learned quite a bit from it. If I knew what I knew today back then it would be a much bigger company.

When it comes to KISSmetrics we raised money. KISSmetrics is like crazyegg. We spun it out into different companies. Crazyegg was bleeding quite a bit of cash at that time. We were funding all the operations through consulting.

What I ended up finding out from a venturebacked business is that you have to grow very fast. It doesn’t matter if you’re profitable, because you’re worth it for someone to acquire if you can get enough of the market share.

What we ended up finding out with doing a funded-based company is it’s quite a bit of work, more than most people think. You spend a lot of time fundraising, and dealing with board meetings. Luckily, we have good investors, so it’s actually quite relaxing, quite easy from that aspect and we can focus on the business.

If you’re not growing fast enough you don’t have a business. With a venture backed startup it’s pretty much you try to either hit a home run or you go to zero. In essence, you die trying.

Both models are great.

The biggest thing that I ended up learning is that you can grow much faster if you’re venture backed, but you also don’t own the full percentage of the business. You have to give up quite a bit of equity to investors. I like both, and I think some startups are meant to be bootstrapped, in which they’re never going to be worth hundreds of millions of dollars so it doesn’t make sense to raise money from outside investors.

Some startups are meant to be those billion dollar ideas in which they’ll either work or they won’t, and those are the type of companies that you should try to raise money for.

With Quicksprout, Neil, there is no doubt you are an excellent writer, and that helps with growing readership, but what are other key strategies that you have used successfully for growing authority blogs?

Neil: I think having other writers is fine, as long as the content’s good, whether you know how to write or not or whether you’re paying someone else, it doesn’t matter. You just need to publish really good content. That’s the most important thing. Someone comes to a blog to read the content. If your content sucks, no one’s going to want to read it.

The next thing is you need to really engage with the community. Just like your social profiles, if you just keep posting tweets but you never engage, interact, comment, no one is going to actually convert into a customer. Why? You don’t have that bond. With the blog you actually have to go out there and respond to your commenters. No man’s an island. You don’t want someone to take the time to put a comment and not even thank them for writing the comment.

It’s really important, because once you build that rapport and that bond with your visitors they’re more likely to come back and purchase when you offer them products that they can potentially buy. Those are the two main mistakes that I see people making.

The third one is most bloggers focus on content and not the headlines. What most people don’t know is eight out of ten people will read a headline in a news article or a blog, and only two out of ten will actually read the content. If you can create an enticing headline you’re more likely to increase the number of people that actually read the content. I would focus at least 20, 30 minutes coming up with your blog headline.

Links & Resources Mentioned in This Episode:

Thanks for Listening & Next Steps!

Thanks so much for joining us this week. Have some feedback you’d like to share? Leave a note and start or join the conversation in the comments section below?

If you enjoyed this episode, please subscribe and leave an honest review for Sales For Profit on iTunes. Ratings and reviews are super helpful and greatly appreciated as it helps us expose this show to a wider audience – plus, we read each and every one of them!

SFP14: The Power Of Events

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The Power Of Events

When it comes to offline marketing methods, there are very few that have the power of events. In this episode JD and Greg go through the benefits that events bring to your business (no matter what kind), structuring an event for maximum impact, using webinars as part of your event strategy and much more.

In This Episode You’ll Discover:

  • The events JD and Greg have been running recently
  • Generating leads through running preview events
  • Speaking at other events with influencers to position yourself
  • How to make all your marketing powerful and useful
  • The purpose of your event and why you should offer something at the end
  • Types of events – delivery events vs selling events
  • How to structure your next event
  • Hijacking events and how to go about it
  • Difference between running webinars and live events
  • Using automation to increase the know, like and trust factor

Links & Resources Mentioned in This Episode:

Thanks for Listening & Next Steps!

Thanks so much for joining us this week. Have some feedback you’d like to share? Leave a note and start or join the conversation in the comments section below?

If you enjoyed this episode, please subscribe and leave an honest review for Sales For Profit on iTunes. Ratings and reviews are super helpful and greatly appreciated as it helps us expose this show to a wider audience – plus, we read each and every one of them!

SFP13: Lessons Learned

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SFP 13 Lessons Learned

If you have been in business as long as Greg and JD have, you tend to pick a few things along the road. In this episode they share their top three lessons learnt along the way and how those lessons can help you increase sales and profit for your business.

In This Episode You’ll Discover:

  • Greg’s lesson #1: Build the list
  • Importance of building the list, be it online or offline business
  • JD’s lesson #1: Deliver the unexpected
  • How it makes a difference when you deliver the unexpected
  • Greg’s lesson #2: Automate more
  • Why you should be adding smarts in your autoresponder campaigns.
  • Including automated webinars as part of your campaigns
  • JD’s lesson #2: Get it in writing
  • The significance of having what you agreed upon in writing (Its not just about legal stuff)
  • Greg’s lesson #3: Being firm but fair
  • The issue of being too nice
  • JD’s lesson #3: MBO – Management By Objectives
  • What management by objectives means and why you should apply it

Taking these 6 lessons alone and applying them in your business can save you time, money and hassle. Be an action taker and turn these lessons into common practice in your business.

Links & Resources Mentioned in This Episode:

Thanks for Listening & Next Steps!

Thanks so much for joining us this week. Have some feedback you’d like to share? Leave a note and start or join the conversation in the comments section below?

If you enjoyed this episode, please subscribe and leave an honest review for Sales For Profit on iTunes. Ratings and reviews are super helpful and greatly appreciated as it helps us expose this show to a wider audience – plus, we read each and every one of them!

SFP12: Offline Tactics

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Offline Tactics

When it comes to your marketing efforts, it is best not to put all your eggs in one basket. In this episode Greg and JD not only explain why (their answer might surprise you) but they also get into the nuts and bolts of different types of offline tactics that you could use to grow your business to not only generate leads and sales but also increase your online traffic.

In This Episode You’ll Discover:

  • How Greg and JD teach their kids about sales and wow marketing
  • The two different camps of marketing
  • Why offline marketing makes sense
  • How to generate leads from an industry magazine or a newspaper
  • Getting in-front of your customers using direct mail
  • Using video brochures to market your products and services
  • The 5 step marketing formula
  • Combining online and offline marketing strategies
  • Driving online traffic through offline tactics
  • JD’s marketing strategy to fill up his seminars (hint: it involves chocolate covered strawberries)
  • Why you can’t afford to put all your eggs in one basket

Links & Resources Mentioned in This Episode:

Thanks for Listening & Next Steps!

Thanks so much for joining us this week. Have some feedback you’d like to share? Leave a note and start or join the conversation in the comments section below?

If you enjoyed this episode, please subscribe and leave an honest review for Sales For Profit on iTunes. Ratings and reviews are super helpful and greatly appreciated as it helps us expose this show to a wider audience – plus, we read each and every one of them!

SFP11: Facebook Video View Ads

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Facebook Video Ads

Are you looking to get your message out to your target audience? Do You Want to increase your brand recognition? Generate more leads and sales? If you answered yes to one or more of these, then you don’t want to miss this episode. Greg and JD dive deep into Facebook Video View Ads and share why it is a game changer and how you can deploy this cost effective tool with a very limited marketing budget to help grow your business.

In This Episode You’ll Discover:

  • Why you need to be using video in your online marketing
  • What Facebook video view ads are and why they are important
  • The specificity of Facebook ads and how you can target your buyers
  • How to record and create videos in a quick, easy and cheap way
  • The 95% rule that has been a massive game changer in Greg’s business
  • Type of marketing messages you need to be putting in-front of your audience
  • Explainer doodle videos and why they should be part of your video marketing strategy
  • The magic wand technique to help you come up with the content
  • Ideal length of Facebook video view ads
  • What you should do differently when it comes to creating videos for Facebook
  • How to maximise your video footage for multiple ads
  • Costs and ROI benchmarks for Facebook video view ads
  • What remarketing is and how you can target your people who’ve visited your website before
  • How to be seen everywhere and increase your brand recognition
  • What you should remember when creating videos
  • Your ‘Next Steps’ actions guide to get you started with Facebook video view ads

Links & Resources Mentioned in This Episode:

Thanks for Listening & Next Steps!

Thanks so much for joining us this week. Have some feedback you’d like to share? Leave a note and start or join the conversation in the comments section below?

If you enjoyed this episode, please subscribe and leave an honest review for Sales For Profit on iTunes. Ratings and reviews are super helpful and greatly appreciated as it helps us expose this show to a wider audience – plus, we read each and every one of them!

 

SFP10: What If Disney Ran Your Business?

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If Disney Ran Your Business

How Would Your Business Be Different If Disney Ran It? Listen to this podcast episode and find out…

In this episode Greg and JD go through what would happen if Disney ran your business and how they go about delivering a great customer experience in their theme parks and hotels. You will also learn how you can apply those same principles to bring in the WOW factor in your business and deliver a knockout experience.

In This Episode You’ll Discover:

  • How JD got involved with the whole Disney business
  • Why good customer service just does not cut it these days
  • Why Disney doesn’t believe in good customer service
  • Delivering WOW marketing in your business and over-delivering on your promise
  • Examples of how Disney delivers a memorable customer experience
  • Handling complaints and customer issues “Disney style”
  • Other companies that deliver great customer experiences
  • What actions you should take to create a memorable customer experience
  • Teaser of the next podcast episode on Facebook Ads

Links & Resources Mentioned in This Episode:

 

Thanks for Listening & Next Steps!

Thanks so much for joining us this week. Have some feedback you’d like to share? Leave a note and start or join the conversation in the comments section below?

If you enjoyed this episode, please subscribe and leave an honest review for Sales For Profit on iTunes. Ratings and reviews are super helpful and greatly appreciated as it helps us expose this show to a wider audience – plus, we read each and every one of them!

SFP09: Getting Stuff Done

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Getting Stuff Done

Struggling with getting stuff done, then this the episode for you.
In this episode Greg and JD go through all the tricks in the book from the mindset around learning, the strategies & techniques for improving time management, importance of surrounding yourself with right people, the tools they use and a lot more.
So if you are serious about getting sh** done then hit play and get ready to be blown away.

In This Episode You’ll Discover:

  • Mistakes people make when it comes to learning and personal development
  • How to get the growth you desire in your business
  • Balancing between working in and on your business
  • Why surrounding yourself with the right people is one of the best things you could do
  • The importance of speed of implementation
  • Managing and juggling different balls/projects
  • The Impact Ease Grid to help you identify which project to run with and which to cull
  • Getting leverage by building a team around you
  • Management by objectives strategy to manage your time
  • Tools that Greg and JD to use to get stuff done
  • How to tackle the impossible

Links & Resources Mentioned in This Episode:

Thanks for Listening & Next Steps!

Thanks so much for joining us this week. Have some feedback you’d like to share? Leave a note and start or join the conversation in the comments section below?
If you enjoyed this episode, please subscribe and leave an honest review for Sales For Profit on iTunes. Ratings and reviews are super helpful and greatly appreciated as it helps us expose this show to a wider audience – plus, we read each and every one of them!

SFP08: Branding & Direct Response

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Branding & Direct Response

Ever wondered what you should be focusing on to grow your business, Branding or Direct Response?
Then don’t worry any more, in this episode Greg Cassar and John Dwyer get into the nuts and bolts of Branding and Direct Response. What it means, how to build a brand and a direct response campaign, how to integrate it all, examples of how other businesses are doing it and more.

In This Episode You’ll Discover:

  • Where does branding fit with direct response?
  • How Steve Irwin merged his personal brand and direct response to promote Australia zoo.
  • The definition of branding & direct response.
  • How branding differs from direct response and how they work together.
  • What a challenger brand is and how they can become successful.
  • How your products play a role in branding.
  • Combining your brand and direct response using targeted ads with Google and Facebook ads for your existing leads.
  • Deciding on spending your hard earned dollars on branding and direct response.
  • Benefits of building a powerful brand.
  • The intrinsic value of a brand, why people pay more and how to build it.
  • How to build your own personal brand and find your unique selling point.
  • Delivering a knockout customer experience and how Disney and Apple do it.
  • How big brands merge their branding and direct response.

Links & Resources Mentioned in This Episode:

 

Thanks for Listening & Next Steps!

Thanks so much for joining us this week. Have some feedback you’d like to share? Leave a note and start or join the conversation in the comments section below?

If you enjoyed this episode, please subscribe and leave an honest review for Sales For Profit on iTunes. Ratings and reviews are super helpful and greatly appreciated as it helps us expose this show to a wider audience – plus, we read each and every one of them!

 

SFP07: Internet Ducks Part 2

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Internet Ducks Part 2

In this episode JD and Greg discuss the second lot of the 16 Internet Ducks you need to have in a row in your business. If you missed the first part then go to Internet Ducks Part 1.

If there was some sort of recipe of business success then this is it. From years of experience in his own business and working with hundreds of clients, Greg has discovered this framework and has called it “The Internet Ducks” inspired from the old adage “Getting Your Ducks In A Row”.

Think of your business as a cake and while baking a cake if you were to miss a critical ingredient then it simply won’t rise, such is the internet ducks recipe.
Its all the things you need to be doing right in your business to help it rise and succeed.

In This Episode You’ll Discover:

  • The previous 8 ducks you need to line up in a row.
  • Duck #9: Google & Facebook like it – Google and Facebook have to like what your business is, that includes your website and any advertising you setup.
  • Duck #10: Time Effective – You need to be able to scale your products in such a manner that you are not working in every step of the process (systemization is key)
  • Duck #11: Range depth – Repetitive sales, you don’t want to sell only one product. You want to provide a range of products and services that meet your customers other needs.
  • Duck #12: Passion/Enjoyment – Not 100% mandatory but it really helps if you love what you are doing and care about the results your clients get.
  • Duck #13: Energy units – You need to give enough energy to one thing to see it to completion and smash it out of the park rather than splitting that energy into different projects and never completing one.
  • Duck #14: Speed of Implementation – When you learn something new, how quickly do you action it and see it to completion?
  • Duck #15: Timing – Timing of the market is critical and vital when it comes to implementation, being too early doesn’t help nor does being too late.
  • Duck #16 : Mindset – The most important out of all of them – Have an abundant, can do, positive, learning mindset. 70% of everything comes down to the mindset.

Links & Resources Mentioned in This Episode:

Thanks for Listening & Next Steps!

Thanks so much for joining us this week. Have some feedback you’d like to share? Leave a note and start or join the conversation in the comments section below?

If you enjoyed this episode, please subscribe and leave an honest review for Sales For Profit on iTunes. Ratings and reviews are super helpful and greatly appreciated as it helps us expose this show to a wider audience – plus, we read each and every one of them!

 

SFP06: Internet Ducks Part 1

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Internet Ducks Part 1

In this episode JD and Greg discuss the first lot of the 16 Internet Ducks you need to have in a row in your business.

If there was some sort of recipe of business success then this is it. From years of experience in his own business and working with hundreds of clients, Greg has discovered this framework and has called it “The Internet Ducks” inspired from the old adage “Getting Your Ducks In A Row”.

Think of your business as a cake and while baking a cake if you were to miss a critical ingredient then it simply won’t rise, such is the internet ducks recipe.

Its all the things you need to be doing right in your business to help it rise and succeed.

In This Episode You’ll Discover:

  • The importance of getting all the ducks in a row.
  • Duck #1: Demand (Want It) – People need to actively want your products or services. Why you need to give people what they want first and then tackle their need.
  • Duck #2: Supply – Have a supply of your products when your customers do want it.
  • Duck #3: Pricing – It has to work for the market (be desirable and also be able to make profit).
  • Duck #4: Logistics – Building a business without you having to do everything all the time (building systems).
  • Duck #5 & #6: Searching for it & Targetable – People should be searching for what you have to offer and are you able to target those people.
  • Duck #7 & #8: Have Money & are Motivated to spend it – Do your customers have the money to spend on your products & services and are not afraid to spend it to meet their wants.

Links & Resources Mentioned in This Episode:

Thanks for Listening & Next Steps!

Thanks so much for joining us this week. Have some feedback you’d like to share? Leave a note and start or join the conversation in the comments section below?

If you enjoyed this episode, please subscribe and leave an honest review for Sales For Profit on iTunes. Ratings and reviews are super helpful and greatly appreciated as it helps us expose this show to a wider audience – plus, we read each and every one of them!