12 Building Blocks of Your Marketing Foundation – Building an Online Business Ep. 8

Wow I am tired. Hey guys Jason here and in this episode I
just wanted to do a review, or a little recap of everything we have covered thus far and
make sure that I fill in the gaps. So first of all I wanted to say thank you to those
of you who have A been able to discover these videos, because YouTube SCO with these kinds
of topics very hard, and number 2 I hope you have gotten some value out of this thus far.
So if you have gotten value hit that like button on this video and then comment below
with other things you would like to see, because this series is just as much about me building
my business as it is about helping you build yours. We are all trying to reach the same
goal, so I want to be as open and helpful to you guys as possible. So in this episode
I wanted to just go over briefly everything that I have covered thus far. Its kind if
a like a catch all and help you see we have done all these little pieces. The first one
was 40 minutes, learnt my lesson there and so we have cut them down a lot, but as you
cut them down little things fall through the cracks and even though not all these videos
have been perfectly optimised for SCO. I want to make sure that everything is covered so
if you are watching this right now or you watching this 6 months from the recording
date, you are able to get everything that is going on in here and hopefully it will
help you with your business. So I have my 1 note open here and I just wanted to hide
that ribbon so we have more space. So I just wanted to go through essentially
my kind of foundation if you will of building where I was at with starting this business.
So starting this consulting the big goal here is eventually have some business coaching
students, so I’m going to be the business consultant eventually down the road. I’m taking
the long way because most people don’t take the long way and I want to have everything
all set up, and I’m not really in a super rush. I’m in a rush to do things right not
in a rush to just get it done and out there. Let me rephrase that. I’m willing to do it
the right way the first time as opposed to just spamming people or going about trying
things to be very strategic with how I am spending my time because just like the rest
of you, I still have a job and responsibilities, and we all have things that we sometimes have
to do other than our business. We can’t always stay up till 3 or 4 am writing a sales
letter or making a bunch of YouTube videos. So I’m digressing here. The place I always
like to start is with Simon Sinicks golden circle start with why, and you can definitely
go look up Ted talk, I’ll leave a link in the description and essentially it’s just
saying why do you want to start your business, why do you want to do this and I highly recommend
that if you are just getting started go ahead and pause this video, and copy all of these
pages because these are all the pages you need to be successful in building a strong
foundation, particularly marketing foundation for your business. When I’m done you are going
to say this is a guarantee. So starting with why is understanding why you are doing what
you want to do. I personally believe every individual has
the capacity to control his or her financial future, and how I am going to that why is
why I started one of my first companies, which is the Wealth Titans teaching people how to
invest in the stack market, and its why I am eventually going to be starting this company,
which is showing people that they can take their passion or skill and turn it into a
small time business, and then with that platform grow from there because I truly believe from
my humble experience, that the quickest way to begin to break out and have your own business,
is to start building authority around yourself, you skills and what you are able to do. So
whether that is as a freelancer, a coach, a contractor, a consultant, whatever that
I believe is the best way to start , and then you can spring board your business off of
there, but more on that later. I’ll talk more about that philosophy down the road.
So here just watch the Ted talk and figure out why you are doing this, because the big
why is what’s going to you know keep you motivated. Its what’s allowing me to record this video
at 10 o’clock at night instead of watching Netflix or something else, something infantly
more entertaining by our society standards, anyway so starting with the golden circle
and then once you have that golden circle, I liked where he took his golden circle and
then he created essentially, kind of like not necessarily a mission statement but just
talking about the value you provide, and of course you can check that out on his website
as well and this is just saying okay, what am I going to do? I’m going to deliver value
on what actually works. I’m going to healthily empower individuals.
It’s part of this series, just showing you. Just me sitting in my home office recording
videos. It’s not radio so it’s really gritty, there are a lot of late nights, it
takes a lot of work, and I believe leading by example is the best way to do that so I’m
going to record this series, showing you that it really does take a lot of work and I’m
willing to put in the work, I’m willing to help you put in the work so that we can all
be successful and you can see the other tenants here. Providing quality information, developing
dynamic solutions, not saying that 1 size fits all and then leveraging great opportunity’s,
not jumping on every cool new thing that comes out, or every new marketing gimmick, but really
taking the time to figure out what really works 80 20 and then leveraging that. So this
is another thing you can find and I’ll leave a link in the description below, and ill actually
write out the higher Archie of these things so you can go through it as well, and then
this is an optional thing. I got this from Sam Carpenters work the system, creating a
strategic objective and 7 operating principles, and essentially his whole work the system
is seeing your business as a system and coming up with something that you can give your team,
to say this is how we operate. So if you had an employee and they are having a problem
with a customer, instead of coming to you and saying okay how do I handle this, they
could go to the operating principles or strategic objective and be able to find the answer for
themselves. So of course I went through this process and thought this would be really helpful
when I’m actually profitable and have you know a team. So this is defiantly something,
work the system is definitely something to check out. He has actually made the book free.
Again all link and references are in the description below. I’m going to spend like a hour looking all
that stuff up, but that’s okay but definitely something that I have in my foundation materials,
but I just haven’t actually used and part of this series is just telling you hey I went
through this but I didn’t get a lot of value out of it yet, and then we have the prospect
aviator and this is arguably I think the biggest piece of value I have gotten out of everything
that I have learned thus far, is knowing that you need to focus in on 1 person, so I have
the oops, I have the 70 questions to ask, essentially you just make a profile. I mean
we know why we are doing what we are doing, we know what we want to deliver, the value
we want to deliver and then we need to go out and figure out who are we going to deliver
that value to, and you notice that all of this and I don’t even have a product yet,
and I think developing all this before you have a product, you can have product ideas
it’s okay. I put those in a project file up here where I keep them completely separate,
but this forces you to go through a very meticulous process. It’s not painful and it will save
you a lot of pain in the future. We are going through this process to make sure that what
you do wind up building, what you do spend 3 or 4 months putting together your sales
pages and courses actually gains traction when you launch it. So creating your customer
aviator is like step number 2 or 3 in the process. So step number 1 being what are your
core values, why you are doing what you are doing, what value do you want to bring and
provide, and then sept 3 I’ll call this step 3 is who you are going to provide that
value to, and then once you know who you are going to provide that value to then we went
in to the unique selling proposition, and I just took this from a marketing genius Master
Perry Marshal. 80/20 Sales and Marketing definitely can’t
recommend that book enough. Its phenomenal using his power USP formula I said okay well
I know who my ideal customer is, and I know why I’m doing what I want to do so what could
I give to that ideal customer that would be valuable. Again I haven’t created a product,
I did this before I created a product. I said okay if I was going to give them this top
of the line, cream of the crop coaching programme, like I was personally going to hold their
hand what would that unique selling proposition look like, and that’s what I developed here
and you will see I have the elevator page USP, my commitment to you, power USP. Those
are all just various variations of the 80/20 sales marketing master formula. So really
you just need to do the formula and you will be good to go, and do this formula as if you
are going to have this great coaching program, where you are going to work 1 on 1 with your
ideal customer and you are going to be able to give them everything they need, and doing
that number 1 helps you get into the frame of okay this is how I put together USP, that
was really helpful to me. Number 2 it helps me see where I want to go, because obviously
not every product or service I make is going to be the coequal, the whole hundred yards,
this is everything you need to know and I’m going to be calling you every day at 7 am
saying get out of bed, go do what you need to do, you know maybe that would be ideal
but it’s not really realistic if I want to, I don’t know help more than 2 people but
creating the USP for that kind of programme where I’m able to develop 100% of my time,
to just 1 person is helpful in saying okay this is what the ideal scenario looks like,
what kind of products or services can I make that are close to that in the future, and
then I take this USP and take little pieces of it to create USP for other and services,
and when I say products and services that could be a marketing material like a lead
magnet or it could be what you take for a webinar, or it can be an actual course or
it really could be you know a service you provide, or a coaching program you wind up
making. So that is step number 4 now which is the
big selling proposition, and then we have the attractive character and I got this idea
from Russell Bronson again with the description bellow. Wow it’s a lot of links and essentially
its saying you know what you believe, you know what you want to do, you know who you
are going to do it for and you have an idea of what your value is and how you can communicate
that with your selling proposition. So now what kind of person are you going to portray
yourself as, and this doesn’t mean you are going to come up with a fake like TV personality,
but you are going to choose what you share about yourself and what you don’t share about
yourself, and how you are going to behave and conduct yourself, and it may seem a little,
it was strange to me when I first ran into it because I went wouldn’t I just be myself,
and the answer is yes but when you write down who yourself is it is a lot easier to A relate
to your ideal customer, and B it’s a lot easier to be yourself. I mean even though there is nobody else in
the room with me right now, just talking into the camera and the microphone it’s still
nerve racking. I’ve done maybe 10 or 12 videos and this is still really weird, but because
I have already created this kind of persona, like I know how I’m supposed to behave which
ironically pretty much identical how I behave when the camera is off, but it helps keep
you personable and keeps you, you as you go through making videos and writing blog posts
because it ensures that you don’t try to be something you are not which is kind of ironic,
you are going to design yourself so that you act like yourself, and that was just my personal
take on it. You know in his book .com secrecy dives really deep into how to do this and
then actually when you write though your attractive character, he does it through a story, you
write through your attractive character story you will actually be able to use that in your
sales and marketing materials further down the road. So you will notice I always say
you will be able to use this in your sales and marketing materials further down the road,
so not only are we kind of building the foundation of our business and figuring out who we are
and what we want to do, we are also building the beginnings of assets we are going to be
able to come back and grab from in the future, and that is what this undoctoring sequence
is. It’s his formula for this is how you make your attractive character story and how
you communicate you know, your personal struggles in a relatable way and you see it’s a work
in progress because I’m still working on it right, and then we have marketing philosophy
which I think was from one of our latest episodes, and this is just a way that I like to organise
all my thoughts and I like breaking down my entire industry or business, or niche that
I’m in into 3 big steps. So in this particular case its marketing.
So I broke it down into authenticity, customer focus and trust and I wrote a blog post on
A what I think about my topics, so what I think about marketing. B what I think is wrong
with how other people do it. I don’t name pacific names, I just talk about in general
and the C I present here is how I think you should go about marketing yourself, or if
you are in the fitness here is how I think you should go about losing weight or gaining
muscle, and I like breaking those down into 3 steps. So for me it was authenticity, customer
focus and trust and I’ll leave a link to what I originally call the power brand marketing,
ill eventually do a new video, but essentially I broke it down into first you start with
content marketing, then you use direct sales to connect with the customers because a lot
of direct sales methods are actually very effective in building a core. It doesn’t always have to be just using
those things only when you sell, and then social media being on the backend fostering
and growing that relationship as opposed to you using it as a way trying to try to start
that relationship, and to start the relationship with great content, you use direct sales methods
to really solidify that initial report, and then social media is kind of like what comes
in on the back end and turns that little spark into hopefully a flame, but I will leave a
link to the description that talks more about this but just having some sort of philosophy
where you can break down 1 2 3, and this is what I believe and this is how you do it in
1 2 3, is really helpful in terms of recognising your unique voice and your unique angle on
how you go about things, and of course here this is just a bunch of gibberish for coming
up with the marketing video, but it was just a few couple of slides and me talking. So
I make a couple of edits since then so I probably should fix it but you can go check that out
in the subscription below, and then in this video I’m going to go through 3 things that
are kind of new, and I just decided it wasn’t worth going through the entire video forum,
because I’m definitely going to do it down the road but one of the things is if you know
you are going to be doing a lot of search engine optimisation, or that you know you
are going to be doing you know PVC advertising then figuring out what you key, or YouTube,
figuring out what your core key words are going to be is really important, so you kind
of want anywhere from 10 to 20 key words and ideally long tail key words, so not just like
how to invest it’s how to invest in the stock market or, it’s a terrible example,
so not just how to invest but you say how to invest in Blue chip stocks. Right that
is a little bit longer and it’s more specific. So 10 to 20 of those types of key words. You
will want to just look up and of course you can use Googles key word research tool and
add words, but you will have to set up and add words account and put in a credit card
otherwise they will not give you the actual information, or you can go on Fiber and tell
someone you are in the industry and they will use Spy foo, SME Rush or something that is
like 50 or $100 a month and they will be able to find those long tail key words for you,
and it will cost you like 10 bucks. So that is something you can do when you are
just starting out, so as you move forward, you know you make a blog post, you make a
YouTube video or you are sharing something on social media and go okay these are the
key words I want to include in what I’m doing, because I want to build my outreach strategy
around that, and then there is company colours. Between you and me I spend way too much time
on this, but there is a great log I’ll leave it in the description below and I can’t
remember the name so it will just pop up. Okay there it is, that’s the blog and this
article goes through every detail you would ever want to think of how to choose your company’s
colour scheme. So I thing laughably I spend like 7 or 8 hours on this 1 day and that is
just part of the weakness of getting it right, and I don’t even think I scratched the surface
of what I could choose, but this I use to try figure out what my colours were going
to be for the authority funnel that I’m eventually going to be sharing with you guys and the
act marketing logo that I haven’t done much with, and that’s just being a solo entrepreneur,
you will be like okay I want to make my logo, I want it to be the perfect colours because
I want this to be right the first time and I’m not going to change it, and you spend
all that time and you get the logo and you like okay, now I have to go do something that
will produce rubbling, so this was definitely sharing one of the things I spent way too
much time on, and then testimonials and I think I way, a couple of years back I did
some freelance work on Fiver and Enlace now Up work and I went back and clipped all of
those testimonials, and even though they are not directly related to what I’m doing now,
it’s really good to just have a safe place to keep all of the positive feedback you got
because you never know when it’s going to be helpful in terms of building credibility,
for yourself moving forward. So whenever I’m putting together a landing
page or a sales page, I’ll come to this page and I have another much longer page in
my full time file, and I’ll go through those testimonials and pick out the ones that are
relevant to the product or service that I am promoting or selling, of course testimonials
that have to do with what the product or service is. You definitely don’t want to take a testimonial
that was for your protein powder and then use it for your investing course, because
it doesn’t really match up. I mean you can cause most probably no one is ever going to
find out but if someone does find out it’s a pretty big risk, and I have been around
enough and looked at sales pages to see you know big names who actually use the same testimonials
over and over again, and your audience will eventually catch on and then the testimonials
will do exactly the opposite of what they were designed to do. So I am around 23 24
minutes now so I’m going to go ahead and end it here. I just wanted to give a great summary,
hopefully it was great video, hopefully it was valuable and just taking everything that
is done thus far and compressing it together and showing you exactly the process I’ve gone
through, to hopefully lay the foundation for a strong business and before I let you go
I just want to reiterate the fact that this is a long game, I mean even using all of the
courses that I am leveraging, one of them being Frank Curems webinar blue prints. You know John Bensons 3XVSL formula, several
guides from digital marketer. This stuff really takes work and when you are working full time,
or you are working more than full time you definitely want to set reasonable expectations
of how much you think you can get done, and dealing with disappointment of coming home,
you come home late and you are like all of a sudden man I said I was going to work on
this tonight but I’m really tired, go back to your why, you know when I have these things
I’ll go to the Garry Vader checks YouTube channel and watch a video or 2 of his and
then I’ll be pumped, because he is always no excuses, kicks your butt. Then also I sometimes
watch just some inspirational videos you know, you have probably seen them on YouTube play
clips from movies and they have this inspirational speech going on in the background. Whatever
helps you get pumped up and helps you get over that hump of man I’m tired, I don’t want
to start because the hardest thing is starting. Once you start it’s easy to just keep going
and going and then you will look up and oh wow its 12 or its 3 or its 5, you know I stayed
up the whole night, oh I need to go to bed now because I do have work tomorrow, or saying
no to friends when they invite you to something and committing to getting this done. Sometimes I find it helpful, I just leave
the house. I go to a coffee shop. It’s just coffee shop, laptop and I have to write. I
need to get this course done. So focusing on that and at the same time giving yourself
some slack and realising that this is hard, and the more you do it the easier it will
get but there is always going to be that challenge of balancing how much you really want to get
done, and how much you actually get done and of course for that I like to do every month
I reassess all my milestones, so that everything is always adjusted based on what I’m learning
and you will change your goals, your milestones based on what you are learning, and that’s
okay and that is why I recommend at least once a month, you look at your milestones
or your plan, hopeful you have one and if you don’t make one for a month, just month
to month plan. I want to get this done this month, I want to get all that stuff I’ll
do that in the future and you just have a list of what you want to do this month, and
then you have a list of all the other stuff that has to happen in the future and you just
work from there, and it keeps you from getting overwhelmed and allows you to pivot quickly
if you have something on your to-do list, and realise actually it’s not that important
as I thought it was, you can push it off and pull from something you thought you were going
to do later on down the road. So that does it for this video. I hope the summary was
helpful and you know the little feedback on what it looks like when you are trying to
build a business on the side, when you have you know your job is your main priority and
your family is also the main priority in your, you trying to fit this in you know late at
night or early in the morning without compromising those other areas of your life. So if you got some value out of this please
go ahead and hit that like button and hopeful you will subscribe, because this is for subscribers.
If you are not welcome to the channel, go ahead and hit that subscribe button for less
videos like these, and more that are focused in individual pieces of building your business,
and of course every 8 to 10 episodes I’ll do one of these kind of catch up things, just
to share what It will look like and what is going on. So go ahead and if you have any
questions or feedback go ahead and drop those in the comments below. I’m almost going to
hit 30 minutes on this video which is my big cut off so I will see you in the next episode.
Keep doing the business you love.

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