What’s your all-time favorite show? Mine would probably be Rick & Morty or House of Cards (I’m not one for binge-watching but have to admit I watched all 4 seasons in just 2 weeks!!! LOL). Where would these awesome shows be if it weren’t for them KNOWING their target audiences?
I think Seinfeld (another legendary show) put it best…
[NBC Exec: Why are people listening to this?] [George: Because it’s THERE..] [NBC Exec: Not yet..]
Until you know your audience and what they’re looking for – you’re only guessing & hoping that your products and services are going to be a hit. Wouldn’t you rather know for sure?! I know I did! When I started my second business, I didn’t have a lot of startup money so I needed to make sure I made smart decisions the first time round.
My goal was to set up a sales funnel & start bringing in profit as quickly as possible. I already had my niche chosen, but before I could begin crafting my product, I needed to find out more about my audience so I could learn their biggest pain points and what they need & want most.
Before we dive into the 9 pillars of your target audience, I just want to mention the 4 main types of traffic & audiences you’ll run into.
HOT – Product Aware: They’re aware of solutions and are typically in the ‘comparing’ stage of the buying process
WARM – Solution Aware: They aware of some solutions
COLD – Problem Aware: They Know they’ve got a problem
COLD – Unaware they have a problem (hardest to sell)
TIP: Keep in mind that at every stage of your business you’ll be dealing with these 4 types of readers. Since each type has different pain points, it’s best to create emails and segment your list for each type.
The answers to these 9 questions will help you craft better content & products that your audience won’t be able to resist gobbling up!
The 8 Pillars of Your Customer Avatar
What are their ONE biggest pain point?
What do they need help with?
What scares them?
What’s the biggest danger they don’t even see yet?
What are their greatest opportunities?
What are their hopes, dreams and desires?
Where do they congregate online? What sites do they trust? Where are they getting their news?
What gets them to spend money? What are their hobbies?
What are your audience Demographics:
Geolocation – where do these people live?
What percentage of your audience is female? what percentage is male?
What age group are they in?
***A quick note about demographics – although important – they are not nearly as important as knowing if your audience is product aware, solution aware, problem aware or completely unaware.
Go right now and find your answers to these questions! Your target audience is out there waiting for you!
P.s. If you’re not sure where to start – and are feeling overwhelmed – sign up for my email mastery program, where I “hold your hand” and walk you through each and every task step-by-step (from researching your niche & target audience to setting up your very first sales funnel) to get your own email based business off the ground and running.
Have you ever come to a turning point in your life that’s so drastic, it changes the course of your entire life? If so, you know how challenging it can be moving out of your comfort zone and into something brand new. Having a child can be one of those turning points, so can changing careers. My turning point, wasn’t exactly a career change – it was a business model change.
Really? A business model changed the course of your entire life?
You bet it did!
See before I discovered how to properly run an email-based, I was struggling just to get by each month. I didn’t have a proper sales funnel setup, I didn’t know how to scale up my business and I definitely wasn’t making the profits I wanted. Sound familiar?
Hundreds of thousands of businesses have found success by using email marketing and now more than ever it needs to be a STAPLEin your business if you hope to be successful long term.
“From legacy print organizations like The New York Times to digital native groups such as BuzzFeed, almost everyone sees the value of the (email) medium.” – Andrew Jack from niemanlab.org
So we know that email is the way to go, but there are a few things you should know before you go out and start asking for people’s emails. In this post I’ll cover what you need to know to make sure you select the right business model that will let you successfully scale your online business without getting overwhelmed or hitting a financial glass ceiling.
Making “the big switch” = going from a 9 to 5 to being fully self-employed from home.
If you’ve been looking for a simple (manageable) online business model, the best method to ensure you end up with something that allows you to scale up at your own pace is to look for these things:
Make sure the business model is proven to provide an ROI (return on investment)
Ensure your business model has a front-end to make sure you break even, and also a back-end to allow you to offer high ticket sales, if it doesn’t, even with a big list, you’ll have trouble growing your business.
Any good online business model doesn’t leave things up to chance – make sure your business model hasa formula for you to calculate just how much traffic you’ll need to reach your sales goals. This is vital because without it you’re just guessing.
While it’s not necessary, some awesome bonus features of a great online business model is that it also takes into account: continuity programs, upsells/downsells and extra income opportunities.
Now that you know what a reliable business model should have, you’re ready to see my own business model that’s proven to help you reach your financial goals quicker than ever with my 100 clicks a day formula!
Have you ever opened your inbox only to find it full of desperate-sounding promos and spam messages you never remember signing up for? It’s so annoying, isn’t it? If you’re like me, you end up just dumping most of it in the trash bin, don’t you? (even if it was something that you initially wanted) Why is that?
Because more often than not, so many promo emails sound the same and at the end of the day – there just isn’t enough time to sort through it all.
So what you do? More often than not, you probably end up reading the ones from people you know and the ones with the most captivating subject lines, don’t you?
So whether you’re a blogger, marketer, momtrepreneur, or CEO, here are the 5 crucial things EVERYONE needs to know about email marketing that will simplify your life.
Email Marketing Tip #1) Subject lines are the MOST important element
Why? Because until someone clicks to open your email – it doesn’t matter what’s inside. You could be giving away a million dollars in cash but if you’re subject line sucks – guess what? No one’s going to open it! So the very first thing you need to focus on is creating an enticing subject line that readers can’t resist. When crafting your subject lines be descriptive, creative and stay true to your topic. After all you don’t want to create an awesome subject line only to have it be so mis-leading that you piss-off the people who end up reading it. You can also play around with using merge tags for added personalization with your recipients name or location sometimes this can increase your open rates – other times it doesn’t (that’s why we split test).
Email Marketing Tip #2) Write as if you are having a conversation with just one person
This one can be tricky, especially if you’re just starting out, but no worries I’m here to make it super-simple. First of all, I can’t tell you how many times, I’ve unsubscribed from an email list because I didn’t feel a personal connection – I felt like I was just a number to them. So how do you make a personal connection with thousands if not hundreds of thousands of people all at once through an email?
Step 1 – Know your audience
Getting to know your audience is a topic I could seriously spend an entire week talking about – no worries though, I’ll save that for another post later on (or maybe even a mini-series – who knows) anyways for the sake of time, I’ll simply mention the #1 most important thing to focus on, and that’s – what’s your audience’s #1 pain point? Once you know that, focus on being the solution for that problem!
Step 2 – Choose your language carefully
This is what separates the pro marketers from the armatures. Using phrases like: “you guys”, “you all”, “a bunch of you” not only shows that you’re speaking to a group, it also creates a sense of distance from your readers. That’s the exact opposite of what you’re looking to achieve. In fact, with email – you want to be more like this little kid –
“Come over here – just you and me!”
LOL, my point is you want your communication to be direct & personal like you had something important to tell a friend – not like you’re an underpaid online professor lecturing to hundreds of students.
Email Marketing Tip #3) Respect your reader’s time – keep emails short, sweet & simple!
So about 3 months ago, my wife and I moved from Sunny Florida to not-as-sunny Georgia. During the move it seemed there just wasn’t enough hours in the day to fit everything in and as a result my wife wasn’t able to get in her daily yoga session like she normally does. (Here’s the thing you need to know about my wife – when she’s not in action – she’s planning to take action. So in her downtime she’s always looking for new fitness & health tips & blogs to subscribe to.) She came across a blog written by a women she felt like she had a personal connection with and after reading a journey to yoga story, she said “I felt like we had walked similar paths” so she subscribed to her list. Initially she loved the story-like newsletters but after about 2 or 3 – she began to ignore them & just throw them in the trash bin – why? Because every single email was over 2,000-3,000 words long! “I love her passion and story-telling but I just don’t have the time to read all this” I remember her telling me as she hit the unsubscribe button. So the moral of the story is: Respect your reader’s time – keep emails as short & simple as possible!
*If you do have a lot that you want to say – create a video, podcast, blog post or infographic to get your larger message across in a more digestible (and time-efficient) way.
Email Marketing Tip #4) Always have one call-to-action
Writing an email without a call-to-action is like a billboard without a phone number – it’s just a waste. Now with that being said, a call-to-action doesn’t necessarily mean you’re asking someone to buy your product or service. Often times you’re simply asking your readers to click to get something free like a PDF, video, ect. Outside of being resourceful, another reason you always want to include a call-to-action is to train your subscribers to get used to clicking on a link in every single email you send. Why? Because over time, you’ll be sending out links to your products & services and you want your list to be used to clicking through so that they’re more likely to click through and buy your products as well. The final thing to remember is to only have ONE call-to-action per email. Any more than that will confuse the reader and decrease click through rates.
Email Marketing Tip #5) Engage your list everyday
This one may surprise you but really it’s common sense when you break it down. When you think about your close friends, family, people you trust – how often do you talk to those people? Pretty often, isn’t it? It’s the exact same way when it comes to emailing your subscribers. The more you engage and talk to your subscribers, the more trust you establish with them. The more trust you establish the more likely they are to buy from you. Just check out this graph from econsultancy.com it breaks it down beautifully.
Now you know the 5 most important things about email marketing. I hope you’ve found this post helpful. Join my list to get more great tips like this and see how I engage my subscribers. See you on the other side!
“What do you do for a living?” God, I used to hate hearing that when I met new people!
I would internally cringe at the question. By 2015, I really hated my job. Sure, I worked an online job from home. Yeah, it paid the bills (barely). And sure, I got to go to work in my PJ’s but I wasn’t fulfilled in the freelance work that I was doing. I felt stuck, un-able scale up and it began to take it’s toll on me mentally, socially and even physically. That was businessmistake #1 – doing a job I really didn’t wantto do.
My breaking point was the year I signed $125,000 in SEO clients – and by the end of the year, all I got out of it was $25,000! We’re talking legally-binding SIGNED CONTRACTS! – can you imagine going from having the best year of sales of your life, to barley scraping by? It felt as though that entire year I was kicking myself going – “if only these bastards would pay up!” I took most of them to court – but a lot of them were dead-beats. Not even worth the time it took me to get them to court.
I was bringing in money but not a lot – enough to get by. And my wife and I were working way too hard, working 50-60, sometimes 70 hour weeks – bending over backwards for clients who were scamming us out of our money! I hated my clients, my job and life in general! Mistake #2 – getting paid less than your worth. It was like a bad twilight episode (ya know, the one where the client scam over the SEO company – instead of the other way around).
After sitting down with my wife and talking about what we could do better – she said “that’s easy – we’re not focused on doing just ONE THING”
That was mistake #3 – We weren’t focused on just ONE THING. We had to get focused. I needed to decide what my purpose in life was going to be. What niche did I really want to be in? What audience was I truly looking to serve? Did I really want to be an “SEO guy” for the next 20 years? At the time, I had my hand in 4 or more business projects – 2 of them were making over $500 a month and the other two about $500 combined. “Money is money” I used to say – but I’ve stopped using that expression because money will come to you in the form that you accept – remember that! When I was desperate – I attracted desperate unqualified customers. Just like in physics – like attracts like – always!
As humans we need focus because focus creates momentum and power. When our brains have to switch activities it interrupts our momentum and this is called ‘stress’. The more tasks we engage in at a time, the more stressed and un-focused we become. When we’re overly stressed or committed to too many things and continue to keep going – often times we quickly grown tired or feel unmotivated to even start an activity. (While there is a chemical change called cortisol production, happening in the body) I am using this opportunity to show you how closely our thoughts, actions and behaviors are all intertwined. Things like a cluttered work environment, a list of unfinished business projects or continual discussions of ‘a great new business idea’ are all symptoms of unfocused people.
Mistake #4 – at first, I didn’t know what I wanted. If focus creates power, what creates focus? Questions help us define & control our focus. Questions like these will help you better narrow down what type of career you should dive into and what jobs to stay clear of:
“What would you do if you knew you couldn’t fail?”
“what are you passionate about?”
“What things do you enjoy doing?”
“What tasks do you want to do on a daily basis?”
“what are tasks you never want to do?”
“where do you want to work?” (indoors, outdoors, office, from home?, traveling?)
“where do you see yourself in 5, 10, 20 years from now?”
“What are your financial goals (monthly, yearly, lifetime)?”
If you haven’t done so already, write down & answer these for yourself right now.
Finally – What is the first step/task you need to do to accomplish your monthly financial goal? Leave it in the comment section below!
Let’s break the cycle by stay focused & turning your passion into profits!
p.s. if I had to add a Mistake#5 – I got into debt because I wasn’t focused.I can speak from personal experience when I say having debt limits your options. Limited is exactly how I felt at age 24 when I had maxed out all 3 of my credit cards and had over $15,000 in personal debt.
If you’ve ever been significantly in debt, you’ll find there’s very little wiggly room for personal spending or investing to grow your business. Financial burdens also have a tendency to bring social and relationship strain as well as a host of other problems like lowering your credit score. *In a nutshell, do everything you can to maintain a budget, and stay in the green at the end of each month and if you can, make depositing into your saving account a habit as you’re able.
The value ladder breakdown is one of the most critical parts to understanding the “Email Mastery Journey”. It puts you in a “bird’s eye view” of what your business will look like when it’s making $1M+ a year.
Value Ladder Breakdown
Hi, I’m Zach Miller and today I am going to break down a very unique process. Quite simply I think a lot of us as marketers or advertisers seem to forget, and what that is, is the simple idea of a value ladder. Now, what does that mean? A value ladder, quite simply broken down just simply means that you start out with your relationship with someone just opening their wall. The idea that they would even trust you with their information especially when we do online sales and e-Commerce, things of that nature, someone is trusting you with their credit card details and in a day and age where online fraud is pretty low but the idea, the stigma is still there that you could just steal this. So when someone brings out their wallet and they say yes for that first time when they purchase, that’s the initiation of the value ladder truly coming to its first step. Because when you are at base level your value is being a subscriber, and that’s always the baseline before you start your relationship, someone that is just free, they haven’t purchased anything and you are building up everything from there. So of course, naturally the time, the value that you can give is of equal measure.
Now, if it is good content and I am sure that just like this, it is being free, and you guys find extreme value from it and that you can only imagine what the next step up holds for you on the other end, which of course increases that relationship allowing me to instruct you to that very first step, opening your wallet for me, usually for a low-cost purchase, something usually under $100. Most of my free things I love are free + shipping or tripwire. Now those are things where it is the idea of being able to say it is still free. But again, you have someone’s credit card details, it’s on the system, it’s on the file. So everything that I offer them from here on out is just a one click up-sell, especially when you use Click Funnels, that really helps as a system for utilizing it. I love it and currently it is something that is truly integrated and woven throughout my business the way that I do marketing online now. It just allows you to capture these details, process it at a further date, no matter what that date is, whether it be tomorrow or 10 months from now. As long as everyone still on the list subscribe and they say yes to a purchase, it’s just one click away for you. And that makes it a lot easier because people don’t have to give you and open up that wallet again and almost rebuild that relationship. So again, once you have someone’s details you want to keep that. There are a lot of other systems out there but Click Funnels is what I use, it is the best right now. Of course, I got my affiliate link down there, you can join and you can even hack my whole funnel just by getting that link.
What I want you to really do is really associate what you can give as your baseline value for free subscribers as much as you are willing to give. I want you to establish that because that is what it is going to be – a lot of your subscribers are going to be sitting on there, that’s probably about 80 to 90% of what your list is going to be. The very fact is that a lot of people are still waiting on the edge, on the cusp, and it’s not the matter of fact that they are not willing to go and jump all the way to the top of your value ladder and spend $25,000. Or they are extremely successful, maybe they won a million dollars funnel for coaching program that you built up for them, whatever it may be, the point is that there is always that ability to jump up there. But you need to deliver value for someone that is going to stay on that side and that portion and it just learn enough about you, kind of what we call them is just lurkers – they just sit there on your email list, no open, no click through on certain things, but they really won’t make that initial first purchase.
Now, once you finally do get a product, of course that is that hot ticket, that hot button, you can convert a lot of your list into buyers. And that buyer is usually converted through a tripwire or a free + shipping. Like I said, you are building up that value up and up more as you increase the value along the lines. So what you want to do is as you step everything up, the price steps up. Now these things can range depending on what the markets are, the market always dictates what you can charge. And if you are within your own niche or you are doing your own thing, covering something no one has covered before, I suggest that you start modest. Always look for as I say for $1 in, $1 out. You’re thinking of breaking even on your first product or your first entire funnel build out including all your up-sells, that should all break you even. If you make anything, great, but you are looking to build a buyers list, because that’s that 10% or that 20%, like I said the 80/20 – 20% will be buyers, the 80% will be all free subscribers, but guess what? You are going to meet 80% of your money from those 20% of your buyers, and the other 20% is going to come from your freebie users.
Now the unique thing is that, Dan Kennedy told me this, and it was something that just runs so true, so deep inside of me and it gave me a haha moment. He said, “A buyer is a buyer is a buyer” and it seems simple but we forget that, we forget that someone who has bought from you has now opened up their wallets, they are now willing to buy the next thing, the next thing and the next thing. You just need to give them the next amount of value that shows, “Hey, here is why you should pay me this much more because I am giving this much more time and dedication into this product or service right here.” And you are building them up of course, through time. And sometimes like I said, people will do the job but it is usually a very natural progression. People start out with your opt-in, they will see you about 10 to 12 times because people don’t usually buy on the first time, they will actually buy after they have seen you 12 times; that’s what I found out. That’s a very natural number actually; that’s why you have re-target hitting or that’s why you have your email list especially, that’s why email is number one on my marketing agenda for anybody who is first starting out online. An email that you collect can end up making you who you are, you don’t know who that person is on your list, it could be one person. Take for example, I had an email list only 1000 buyers when I first started delivering my SEO in larger contracts, charge anywhere from 5 to $1,000 a month and issuing anywhere from one to two year contracts. I could get contracts from my list of just 1000 buyers, and guess what? Those buyers, just $5, that’s all, they opened up their pockets. And the fact that they opened up their pocket that qualified them, that they trusted me; from that trust I was able to sign very large contracts. And the same can be said across any genre, any niche, any industry; it can be applied with the exact same formula.
The value ladder allows you to lift up that value to people. You get to explain it to them over time and let them know, “Here is who I am as a person, here is what I do, here is what I love to give out just because I love to give”, honestly that should be a very core thing of who you are as a person. If it isn’t then I definitely suggest that you check out some of my NLP videos and some of my podcasts regarding that, because with NLP we can definitely make a core part of you being a person because you should feel good when other people feel good and succeed because that’s your success and, you know, it spins. And when things spin, emotions spin, you can spin good things out of control, and then when you actually do have control of good emotions then you can spin them even faster. It makes you feel better and it makes you motivate towards things where you want to give as much as you can up front so that people know who you are, how much you are willing to give, give that value so that they can have success immediately.
And usually what I suggest doing is giving the best things you can, usually 80% of your best because you don’t want to give everything, you don’t want to cloud people’s ideas and minds with 100 different things that they can do. No, you usually want to focus. Just like you keep listening to me you will have heard a lot of the things that I touch on and talk about, and if they are a lot of the same core features that I cover inside my courses. Inside my courses I break them down, I go in depth – we’re talking case studies, we’re talking what matters; the core, efficient things. But here I am giving you all the same ideas, but I am just casting a wide net and giving you ideas and letting it more free flow and let you guys know, “Hey, this is value ladder, here’s how you can apply it to any industry over here or there.” But when I actually get into the courses it goes, “Here is exactly what you’re going to do, here are these price points that you should be giving, here is what you should be offering at these points in time, here are the type of funnels that you should be using when you are at this point in the value ladder.” I go very in depth, very laser targeted so that it’s hyper success oriented; and that’s what happens inside of the courses. But here, again, it’s just a wide net, I want to you just to free form and flow and understand and think and get your mind really just going, “Oooh, aaah, yeah.”
With the value ladder you are understanding that, “Hey, I am going upwards, I am able to increase that price.” You can charge people $12,000 but you have to establish why $12,000 is worth $12,000. It’s not just $12,000 that you get when you get my coaching and I build out funnels and my team and staff helps you with your scripts and everything. It’s not just that; it’s the fact that you understand the applications behind what is being delivered inside of someone’s hands. And if you can give that message clearly and it should just be one thing at each step inside your value ladder, if you can deliver that one core idea, just make it one thing, you will be much, much more successful.
Perry Belcher told me the second that he introduced two or more ideas inside of a sales letter or any side of email blast or send that he ended up doing to his buyers list, it didn’t work, it wasn’t successful. The second that he focused on just one idea, one thing, one benefit, one reason, this is it, here is why, with this it shows you how to, without having to ________. You want an ‘how to benefit without the pain point’, usually what it takes to get said benefit. Again, your product should just have some simple tweak. Everyone can think about a tweak inside of your system that goes “Aaah”, this haha moment. It doesn’t have to be everything inside of your system. Guess what? Inside of my email mastery course I have almost two hours of my best content, but most reasons why people buy is my 100 clicks a day video, my formula which shows you here is how it’s all truly possible, here is how you are going to fill in the blanks for this formula and make it your own. And that, that simple thing, I only touch on that and it takes about 15 – 20 minutes – out of the two entire hour course, my best materials. But that’s the point, it’s that you are focusing on one single thing, that’s what you’re building every touch point inside of the value ladder – one idea, one thing, repeating, repeating.
And once someone gets that idea they purchase, they open up their wallet because that is what they are there for. And that is your dream customer, your dream client, your dream student, whatever you want to call them, your tribesmen, your clan, your client, it doesn’t matter. That becomes the initial core ideas, getting them in to that simple buy, and then you can explain the next benefit, reel them up and reel them up and make it a bigger and bigger value for them so that they understand when it comes to, “Hey, I am going to fly out, and I am going to spend 3 days with you. And you are going to teach me all this cool stuff, all the inside things. I am going to get to see how you do what you do because honestly I want to see the way you breathe when you work.” And there are people that want to see that, there are so many people that want to see how do you just walk and move inside your home when you work and how do you do it, and what does your setup look like? Is it amazing is it… No, it’s pretty simple. But those are the inside details that are high up on the value ladder because people built up their interpersonal relationship with you and your story and who you are.
So again, just think about that, that you can increase the price as you increase the value, and that’s the value ladder, that’s where you build up. You cannot charge people instantly out of the gate $5,000 for something. Yes, maybe 1 in 1000 people will convert and that is great, you can even have a decent ROI with that, but it is not going to build lasting relationships, it is not going to build a lasting business for years to come because when you have a clan you can rely on maybe just a couple thousand or even 1000 because that’s all it takes, people. Then when you have that and you introduce your next thing and every one of those thousand people are having success with what you do because they are doing what you do and they are manipulating it for their own needs in the sense that they grow their business or their health or they lose weight. Whatever it may be, people are constantly, constantly there looking for the next way they can increase that next level.
And as long as you are there saying, “Hey, here’s the next level that I offer”, people are going to be willing to say “Yes, I want to be there with you no matter how much it costs.” No matter how much, people are willing to pay millions of dollars to spend time with you as long as you have the story that makes it cool to spend time with you or that makes it a reason that you would help build their business or shape their life in the way they think or their health and give them a whole new makeover. Whatever it is, you can build that value if you already know, you’re thinking it inside your mind even now as I say these words. So just get your value ladder together, think about what you want, what you would step people up with. Like I would say, the very top is what you would charge people the most for. Don’t be afraid, I think the minimum should be $5,000. For me the haha moment was $12,000 for my industry, my niche where people are just really… you can tweak them, you can make them hyper successful; you don’t just want successful people, right? That’s not your dream client; you want hyper successful people, you want to make them hyper, hyper successful, that’s what it’s all about.
So again, that’s your idea, that’s your dream, what you are willing to charge. At the very bottom that’s where you need to focus because that’s where everyone is coming through, that’s the top of your funnel, the very bottom of your value ladder. And what you are willing to give, for people that are going to stay there basically almost as if they were there forever, but you are trying to convert them obviously, that is always the goal. But what is that value? How much are you willing to give? What are those topics? They should stay core topics and you should really just focus on that, don’t try and give them too many ideas at once; you can introduce other things down the line. Maybe one month you are covering just Facebook, or one month you are covering just how to do weight loss or ab workouts or this supplement or this dietary plan or whatever it is, how to. Each month focus on that one thing for your list that you are giving to those free subscribers to step them up because there is always something that you can push them up with, a very simple “Here is a $7 thing that I spent 30 minutes doing, I made a video, this could be a $7 offer explaining the ladder.” Something like that, just give it out and that just helps increase that value and you identify who is willing open their pocket and go, “Okay, I trust you now.” And once they trust you, that’s a tribesmen, a clan, a client, a customer, a student; whatever it is, that’s the person you are going after and that’s the list you’re building.
So value ladder, I hope that helped, I am going to let you guys go. If you enjoyed become a subscriber below. See you guys later, bye bye.