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The SendOwl Digital Hustle Podcast is the show where get into the deep details with today’s tycoons and influencers in the online selling space. If you want to make waves with your ecommerce business, you’ve come to the right place.

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DH012 - Joe Pulizzi - Content marketing for digital entrepreneurs
<p> </p> <p>This show is hosted by SendOwl, the leading digital sales and delivery application for businesses who want to sell online.  Learn more at SendOwl.com/pod</p> <p> </p> <p> </p> <p>Is Joe Pulizzi the reason why all marketing companies make their brand color orange?  Joe won’t take credit for it!</p> <p> </p> <p>Considering digital entrepreneurs, why should they be concerned with content marketing?</p> <p> </p> <p>I think the best way to build a business today is through a content marketing approach.</p> <p> </p> <p>Create valuable and compelling content like a media company would, and then sell them something once they are engaged.  There are no barriers to entry today to build an audience.  There’s more clutter, sure, but there’s more access to an audience today.</p> <p> </p> <p>The best thing to do is to focus on the needs and pain points of a particular audience.  If you focus on meeting those needs, you can sell them whatever you want.  All that we do at Content Marketing Institute is to meet the pain points of our audience, and we can monetize it in many different ways.</p> <p> </p> <p>If you are like most entrepreneurs you come up with a product and try to sell it to an audience, and then you are forced to pivot when it’s not working and sell to a different audience.  The other way to do it is to find an audience that has a need, and then fulfill that need in that niche.  Grow the relationship and sell new things.  That’s where I think the opportunity is today for entrepreneurs.  It’s a lot less risky.</p> <p> </p> <p>LootCrate is a company that sends boxes to comic book nerds and geeks.  The customers don’t have any idea what is in the box, but they keep buying it because it shows up on the doorstep with random things that they love.  It’s a subscription.</p> <p> </p> <p>If you want to do something in 6 months then content marketing is not for you.  I would suggest that you do advertising if you want a quick impact.  But content marketing is the long game that works as you build a loyal following.</p> <p> </p> <p>We like to push people to our newsletter.  I find that having a good email list is the most valuable subscription.  We do all the other things also like YouTube and Facebook and Twitter.  If people engage on all of our platforms, they become better customers.  But remember, it takes a long time to get that data.</p> <p> </p> <p> </p> <p>What do you say to people who want to start to calculate the ROI of content marketing from the beginning of the process?</p> <p> </p> <p>If you have 6 months and you’re asking, “what return can I see?”  Don’t do content marketing.  This is about building a loyal relationship with a group of people over time.  You can’t rush that.  It takes between 12 and 24 months to see real impact.</p> <p> </p> <p>Let’s say that the core of your program is a newsletter.  That’s your call to action.  When you get that subscriber list, you can compare that to your customer database and see who is buying. </p> <p> </p> <p>Then you can start to measure:</p> <p>Do they close faster?<br /> Do they buy more stuff?</p> <p>Do they talk more favorably about me online?</p> <p> </p> <p>Somebody that subscribes to our newsletter and also two other social channels.  They are our absolute best customers.  They spend the most with us, they go to Content Marketing World.  They buy everything we’ve got.</p> <p> </p> <p>We have one subscription option that is there to open the door.  And then we have other elements of the process to close business.</p> <p> </p> <p>Our buying cycle is 9 to 12 months.  If you’re buying cycle is 9 to 12 months and you want results in 6 months, good luck!</p> <p> </p> <p> </p> <p> </p> <p>Can you give me an example of a company that you know who is primarily selling online who has a rocking content strategy?</p> <p> </p> <p>One of my really good friends, Brian Clark, started CopyBlogger.  He started in 2006 and had the idea that people would want to learn online copywriting.  They need tips on how to get found in search, etc.  Organic, not advertising.  Back in 2006 he started this and for 19 months he blogged 5 times per week.  They had an e-newsletter that people could sign up for.</p> <p> </p> <p>Over that 19 months he got to know his audience.  He generated over 100,000 opt-in subscribers to his newsletter.  Now really what they sell is a content management system focused on SEO.  He started selling it in the late 2000s, and they’re one of the fastest growing SaaS companies.  90% of his revenue comes through someone who build a newsletter first.  Now people buy is stuff.  He’s well over a $10,000,000 company.</p> <p> </p> <p>He put a team together, started blogging, and now he’s there!</p> <p> </p> <p> </p> <p> </p> <p>So you’re saying 5 times per week for 19 months straight. Is there such a thing as posting so much content that you overwhelm your audience?</p> <p> </p> <p>First of all, our goal is not to create more content.  We want to create the minimum amount of content for the maximum amount of results.</p> <p> </p> <p>Think about yourself.  If it’s really valuable you won’t say “I don’t really want another piece of valuable content.” </p> <p> </p> <p>Now, if you are creating content 5 times per week and 2 are good but 3 are not, you’ve got a problem.  Everything you create needs to make an impact. </p> <p> </p> <p>Think to yourself, what can we do really great with the resources I have?</p> <p> </p> <p>It might be one post per week, it might be one post per month.  Figure out what you can do, where you will do it, and then think about your velocity last.</p> <p> </p> <p>Now is a great time to own the email newsletter space because so many people are so bad at it.</p> <p> </p> <p>But remember, you’re competing with everyone in your industry, Google, Amazon, and everyone else.  So, you need to focus on a niche and do it better than anyone else.</p> <p> </p> <p>Find a micro-niche that’s not being covered very well and you have a big opportunity there.</p> <p> </p> <p> </p> <p> </p> <p>Are there any new marketing channels opening up that are a content goldmine or any that are on their dying leg?</p> <p> </p> <p>I have a subscription hierarchy.  At the top are email and print.  I get data, information, and control from these subscriptions.</p> <p> </p> <p>All the way at the bottom is a Facebook fan.  It makes me feel good but doesn’t do anything for by business.  But I’m always trying to move people into my email list.</p> <p> </p> <p>The thing about social media today is that Facebook, LinkedIn, and Twitter are the ABC, NBC, and CBS of our time.  They own the connections, not you.  But they’re great advertising channels.  Facebook is a fantastic advertising site.  You can reach a lot of people over a certain keyword. </p> <p> </p> <p>Organic reach on Facebook is terrible.  It gets less than 1% reach.  Buzzfeed built their entire audience on Facebook, then Facebook changed their distribution rules and Buzzfeed has been forced to find other methods.</p> <p> </p> <p> </p> <p>What’s the best way to get someone to move from being a social subscriber to being a newsletter subscriber?</p> <p> </p> <p>For people who sign up to follow you on a social channel, turn on advertising and push them to sign up for your email list.</p> <p> </p> <p>Even on YouTube, take Jimmy Fallon for example, you can verbally tell people to subscribe to your newsletter.</p> <p> </p> <p>You have to create compelling calls to action that push people into the next step.</p> <p> </p> <p> </p> <p> </p> <p>Is it better to spend a lot of time creating a polished piece of content, or is better to get it out quick and dirty and fast as possible?</p> <p> </p> <p>If it’s quick and dirty and super valuable I’m fine with it.  Ever heard of Kevin Kelly?  His blog is just text.  You would be lucky to get a picture.  But the content is great.</p> <p> </p> <p>Seth Godin has blogged every day for 20 years.  It’s a type blog with an RSS feed that goes to newsletter.  He’s done pretty well with that. </p> <p> </p> <p>Whatever works, but the content has to be good, valuable, interesting, targeted.  The flash and bang is secondary. </p> <p> </p> <p> </p> <p> </p> <p>Are you seeing any trends about short-form or long-form content?</p> <p> </p> <p>It depends on what your audience wants.  We have two podcasts.  One is an hour, one is five minutes.  They’re both successful but it’s a different audience.</p> <p> </p> <p>Years ago people made all the content short because they thought people didn’t have attention spans.  But people can sit and binge watch Game of Thrones today.  So people have time.  It’s all about value and interest. </p> <p> </p> <p>For me I like a 45-minute podcast because I listen while I’m running and that’s about how long I’m out for.  So the length doesn’t matter much.</p> <p> </p> <p> </p> <p>Contact:</p> <p> </p> <p>ContentMarketingInstitute.com</p> <p>JoePulizzi.com</p> <p>Content Marketing World</p> <p>@JoePulizzi</p> <p> </p> <p> </p>
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DH011 - Why the time to be a digital entrepreneur is now!
<p><strong>Tell me more about you.</strong></p> <p> </p> <p>I’m originally from Memphis TN.  I went to college at a school in Birmingham Alabama.  Then I spent a few years puttering around.  I became a freelance interpreter.  I taught English in Brazil.  I moved back to Memphis and worked for a digital marketing agency for a year.  Then I worked for an ecommerce company for a few years.  I started doing consulting for different ecommerce companies helping them with marketing, systems, and processes.</p> <p> </p> <p>At that time, I had <a href= "https://taylorpearson.me/archive/">my own blog</a> which I was working on as a side project.  I would process whatever I learned in a week and I kept a record of that on my blog every Saturday morning.</p> <p> </p> <p>Then I decided to write a book based on those experiences.  I didn’t know what the implications of online business were at that point in time. </p> <p> </p> <p>My book, <a href="https://taylorpearson.me/eojbook/">The End of Jobs</a>, is a way of articulating the online entrepreneur’s “script” or trajectory. </p> <p> </p> <p> </p> <p><strong>Tell me about mental models.</strong></p> <p> </p> <p>You would have looked at the world through a kaleidoscope, right?  And the way that you twist that kaleidoscope makes the perspective change.</p> <p> </p> <p>In life, everyone sees the world differently.  So, you can shake up your “lens” and see the world in a different way.</p> <p> </p> <p>Entrepreneurs look at the same reality that everyone else sees but they realize the opportunity differently.  We have the ability to rewire our brains and do this.</p> <p> </p> <p>In the book The End of Jobs, in the first section we talk about globalization and the rise of machines.  From the year 2000 to 2010 there were more college graduates than at any other time in history.  Now, educated people are very easy to access.  Now, people are competing globally, not just locally.  You can see this as a threat or as an opportunity. </p> <p> </p> <p>As an entrepreneur, today you can find the very best talent in the world, hire them, and work with them from anywhere in the world if you have a reliable internet connection.</p> <p> </p> <p> </p> <p><strong>You say that entrepreneurship won’t be around forever.  What do you mean by that?</strong></p> <p> </p> <p>Western history falls into four eras</p> <ul> <li>Agricultural</li> <li>Industrial</li> <li>Knowledge</li> <li>Entrepreneurial</li> </ul> <p> </p> <p>When Rockefeller started his factory, that was the right time to start a factory.</p> <p>When Bill Gates started Microsoft or when Thomas Watson started IBM, that was the right time to start a knowledge company.  The people were the real asset during this time.</p> <p>Now we are seeing a shift from what we consider knowledge work to entrepreneurial work.</p> <p>There is a commoditization of traditional knowledge work.  There is a supply and demand curve happening.  There are lots of lawyers but the demand isn’t increasing very fast. </p> <p>The ability to look at the reality and see something differently as an entrepreneur does, that is still a scarce resource. </p> <p> </p> <p>Consider startup costs today also.  If you wanted to start a software company 15 years ago, you needed a lot of capital because of the cost of server space.  The costs have come down so fast that you can now start easier.</p> <p> </p> <p> </p> <p><strong>Would you recommend to graduates that they should go after starting their own business?</strong></p> <p> </p> <p>That’s the general idea.</p> <p> </p> <p>A lot of people who end up lawyers don’t do it because they have a deep abiding love of the law.  But they’re doing it to make a good income. </p> <p> </p> <p>I ask people, how can you start to add an entrepreneurial component to what you are already doing?</p> <p> </p> <p>You can take an entrepreneurial view of legal practices for example and be very successful at that.  You can be a very entrepreneurial accountant if you develop a new way of looking at budgeting and forecasting for ecommerce companies, as an example.</p> <p> </p> <p><strong> </strong></p> <p><strong>What if I feel overwhelmed with responsibilities.  How do I move forward with my idea when I feel stuck?</strong></p> <p> </p> <p>When I talk to people who feel stuck it’s not necessarily that there’s a logistical problem.  Usually it’s an issue with emotional work. </p> <p> </p> <p>There’s a book called <a href= "http://www.stevenpressfield.com/the-war-of-art/">The War of Art</a> by Steven Pressfield.  He calls this idea “The Resistance.”  It’s the difference between a role where you are ticking all the boxes and one where you have to go out and make something.  Most people won’t like your idea at first. </p> <p> </p> <p>I have a friend who was more terrified of pressing publish on a blog post than patrolling Iraq during the war.  We are hardwired to not upset the status quo and it can be scary to do so.  But like Elon Musk from our example earlier, he upset the status quo and it paid off well.</p> <p> </p> <p>The second component is the logistical angle.  If you are younger and have less responsibilities it’s obviously easier to become an entrepreneur. </p> <p> </p> <p>One of my mentors said to me that it takes 1000 days of working on whatever your idea is to get it to a point where it can replace your full-time job.  That means 1000 days of no weddings, no barbecues.  That’s the tradeoff.  A lot of people don’t want to make that tradeoff.</p> <p> </p> <p><strong> </strong></p> <p><strong>There are a lot of people who went for an MBA but now they are stuck doing something completely unrelated to business.  Why do you think MBA students get stuck when it comes to entrepreneurship?  They have degrees in business, right?</strong></p> <p> </p> <p>I think MBAs prepare you very well to succeed at mid and upper level management of large corporations.  My understanding from people I talk to is that MBAs are quite good at that.  What MBAs are not, “How to start a small business.”</p> <p> </p> <p><strong> </strong></p> <p><strong>You reference this idea called “the return of apprenticeships.”  What is this idea?  How do you see it unfolding?</strong></p> <p> </p> <p>The first school was to take kids and teach them to be normal so they could be put into factories so they could do this consistent repetitive work.  Schools even look industrial.  And that’s how most schools still work.  To train you to work in businesses. </p> <p> </p> <p>In an apprenticeship, you would learn a trade from a master.  A blacksmith knows how to make swords and his apprentice would learn how to do that as well.  People who decide to learn in an environment that mimics apprenticeship will have a much better chance at being a successful entrepreneur than going to a school which trains them to be a desk clerk.</p> <p> </p> <p>Now what we are seeing is that people are deciding to take a “low-paying entry level job” at a startup to learn everything they can in a few years instead of going to a university for the same amount of time.</p> <p> </p> <p> </p> <p><strong>How can people leverage the internet to start a side hustle or something new?</strong></p> <p> </p> <p>If you have a job right now then you have some skillset that someone is willing to pay you for.  Can you leverage that into something more entrepreneurial?</p> <p> </p> <p>The other thing is side projects.  Can you take your existing skillset now and spin it up into some sort of entrepreneurial side project?  So <a href= "https://www.sendowl.com/blog/our-sellers-have-now-made-more-than-1-4-billion-dollars-through-sendowl.html?utm_source=blog&utm_medium=post&utm_campaign=dh011_podcast"> many of these online businesses</a> are extremely easy to start right now.  Something like <a href= "https://www.sendowl.com/blog/digital-file-delivery.html?utm_source=blog&utm_medium=post&utm_campaign=dh011_podcast"> selling digital products online</a> is very feasible. </p> <p> </p> <p>What’s a problem you have in your own life?  What are you spending money on?  What sectors do you understand?  Can you launch something in that space in less than 7 days?</p> <p> </p> <p>Is there something you can get off the ground quickly for a first project just to get your feet wet?  Something where you are scratching your own itch?</p> <p> </p> <p> </p> <p>You mentioned selling digital products online.  I came across your book online and I came to realize that you are using SendOwl to sell copies from your website.  So, you have managed to execute this concept in your own business.  How did you come up with the idea to write a book and publish it from your own site?</p> <p> </p> <p>I sell my book on a lot of different platforms.  The founders of the ecommerce company that I used to work for have an annual conference.  I was at that conference sitting around the breakfast buffet with a bunch of guys in their late 20s and 30s.  We were all talking about how hard it is to go back and explain to your friends exactly what it is you do. </p> <p> </p> <p>The idea from the book was born out of the conversation, “how can I explain what I do to my mom?”</p> <p> </p> <p> </p> <p><strong>Who should read your book?</strong></p> <p> </p> <p>The book is aimed at people who are either thinking about starting an online business, or they’ve started it and they are trying to find a way to rationalize the decision.  A lot of people need the book to help explain to their spouse why they are starting their own thing.  It helps people who are making the leap or they’ve made it and they’re trying to wrap their heads around it.</p> <p> </p> <p> </p> <p><strong>If listeners want to learn more where can they go?</strong></p> <p> </p> <p>TaylorPearson.me</p> <p> </p> <p>If you are interested in apprenticeship positions you can find more at my other website getapprenticeship.com </p> <p> </p> <p><strong>Additional Resources</strong></p> <p> </p> <p><a href= "https://www.sendowl.com/blog/our-sellers-have-now-made-more-than-1-4-billion-dollars-through-sendowl.html?utm_source=blog&utm_medium=post&utm_campaign=dh011_podcast"> Digital sellers have made over $1/4 billion through SendOwl</a></p> <p> </p> <p><a href= "https://www.sendowl.com/blog/how-to-choose-a-digital-download-service.html?utm_source=blog&utm_medium=post&utm_campaign=dh011_podcast"> How to choose a digital download service</a></p>
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DH010 - Matt Farah's brilliant hustle to build The Smoking Tire into a business and brand
<p>Today I’m talking with Matt Farah, Chief Editor at The Smoking Tire.  If you have ever searched for a car on YouTube, you would have come across Matt Farah.  He’s been reviewing cars on YouTube for over 10 years.  Matt has a combined social following of almost 2 million across platforms.  He knows how to use a platform such as YouTube to build a revenue generating business.  Today he’s going to show us what it’s like to follow your passion and start a digital business. </p> <p> </p> <p>This podcast is hosted by <a href= "https://www.sendowl.com/?utm_source=podcast&utm_medium=blog&utm_campaign=dh010_podcast"> SendOwl</a>, the digital sales and delivery application helping entrepreneurs to sell digital products, memberships, subscriptions, and even physical products online – anywhere you can paste a link.</p> <p> </p> <p>Guess what?  <a href= "https://www.sendowl.com/blog/our-sellers-have-now-made-more-than-1-4-billion-dollars-through-sendowl.html?utm_source=podcast&utm_medium=blog&utm_campaign=dh010_podcast"> SendOwl just crossed $250,000,000 in customer sales!</a></p> <p>            </p> <p> </p> <p><strong>3:00 – Tell me more about <a href= "http://thesmokingtire.com/">The Smoking Tire</a></strong></p> <p> </p> <p>Well I grew up pretty much obsessed with cars.  I used to drag race in high school.  I thought it would be cool to be one of the guys that could write for the magazines, but that’s a job that only like 4 people in the world have.</p> <p> </p> <p>I bounced around from car job to car job.  I started a driving club.  I owned a car wash.  I learned my way around the business by doing.</p> <p> </p> <p>I decided when YouTube launched in 2006 that we should make videos of the drives.  That was my first foray into making videos with my partner Tom Morningstar.  That turned into me getting an actual job at this very early multi-channel network.  They hired me to make a show based on cars because of what we did in our silly little videos.  That’s something that will never happen again in history.  I got lucky because I wasn’t very good at making videos but someone was willing to pay me for my time to do it. </p> <p> </p> <p>We wanted to continue making videos and so Tom and I moved to California where we could make videos year-round without weather issues.  We started The Smoking Tire in 2009.</p> <p> </p> <p>A <a href="https://www.youtube.com/user/TheSmokingTire">very successful YouTube channel</a> can sustain one person in LA.  I have like 4 jobs now and The Smoking Tire is one of them.</p> <p> </p> <p> </p> <p><strong>7:30 – You have a huge following of over a million people collectively. How does it feel?</strong></p> <p> </p> <p>It’s like a little tap into the world of being a celebrity but it’s also kind of isolating.  I can go to a car show and I know that I will be a celebrity there.  But I can go to a mall and nobody knows who I am.  It’s nice to be able to choose the time and place to be a celebrity.</p> <p> </p> <p>Unlike a real celebrity, like a movie star, people will come up and talk to you like they’ve known you for a very long time.  Many times, I think, “Do I know this person?” “Should I know this person?” “Have I forgotten this person?” </p> <p> </p> <p>But I still feel like I’m at the beginning.  I feel like I’m at the bottom to middle of my climb, not the middle to top.</p> <p> </p> <p> </p> <p><strong>10:00 – You graduated from the University of Pennsylvania in 2004.  You started posting on YouTube in 2006.  At what point did you realize that you could build a business with your passion?</strong></p> <p> </p> <p>My dad taught me that if you need money, you have to do what you have to do to get that money.  But, if you’re young and you have the time, you should try to turn your passion into your business.  It’s very easy to get complacent and wind up with a mortgage or a wife or kid that might keep you from taking the kind of risks that you need to take to be successful with your passion.</p> <p> </p> <p>Let me be clear, I do come from a place of moderate privilege.  I had advantages that other people didn’t have.  I’m aware of that.  I’m not sorry for it.  It just is what it is.  What I am saying is that if you come from a little bit of a cushion I could afford to be a little risky with my business decisions knowing that if it all went down I wouldn’t be living in a cardboard box.  Know that I had that ability, it was helpful for me to get into this.</p> <p> </p> <p>Having an online business is just like having any other business with a storefront.  You can’t just do it in your free time.  You need to commit. </p> <p> </p> <p>So, when the company in New York went under I sold my half of the car wash and I sold one of my cars and we used that money to run The Smoking Tire for two years.</p> <p> </p> <p>You need to really commit financially and with sweaty palms.  You must find a way to crank out content.  You can’t push through that wall unless you push hard.  Until you have like 200,000 subscribers you’re making like no money.</p> <p> </p> <p> </p> <p><strong>15:00 – You drive some of the best cars in the world.  How do you get these cars in your hands, and what advice do you have for entrepreneurs who need resources that are owned by other people?</strong></p> <p> </p> <p>Most people when they email me and they say “how do I do what you do,” they don’t actually want to know that… They want to know how to get the cars.</p> <p> </p> <p>But what happened is this: I developed a reputation over a very long period of time of being a responsible person.  Now if you watch my videos and see me out there driving fast or whatever, you may call that irresponsible but I have a reputation of giving people their cars back in exactly the condition they were given to me.  And if something does happen I take responsibility for it.  </p> <p> </p> <p>A lot of business is taking on responsibility and risk.  I’ve stepped up immediately and taken responsibility for things.  It’s a reputation that takes a very long time to build.</p> <p> </p> <p>When I get a press car from a manufacturer it’s great because I get to spend a lot of time with each car.  It helps me get an in-depth review.  Press cars come with insurance, so God-forbid that I smash a press car into a wall, as long as I am not negligent that car is covered under an insurance policy. </p> <p> </p> <p>But, if I’m driving a personally owned car, any time that I get into somebody’s car I have to be prepared to write a check for the value of that car.</p> <p> </p> <p>People who are getting started in this industry don’t realize that or don’t have the stomach for that.</p> <p> </p> <p>And the thing is that a YouTube video only makes a couple hundred bucks.  I’m looking to make a couple hundred bucks against a risk that could be in six figures.  That’s a stupid thing to do for a job!  Mostly people would say “why would you do that?”  It’s because I love the job.</p> <p> </p> <p>If I wrecked a car, fortunately I wouldn’t be living in a cardboard box.  But if you don’t have the resources to write a check you shouldn’t be in this business. </p> <p> </p> <p> </p> <p><strong>21:30 - How much time did it take to generate revenue after your first YouTube upload?</strong></p> <p> </p> <p>I was fortunate because I had a contact at YouTube.  Back then you had to apply to be a partner.  Now there’s no vetting process.  But back then I emailed my contact at YouTube and I told him what I was doing. </p> <p> </p> <p>We were partners from day 1 so I got lucky there.  We were making money immediately but it was pennies.  It was two years before we had anything resembling more than a couple hundred bucks a month.</p> <p> </p> <p>The Smoking Tire in its current state with 700,000 subscribers will support one person living in LA.  Not two.  One person in a middle-class LA lifestyle.  But I want to be rich!  And that’s why I hustle harder than anyone else in this business.  That’s why I make more videos and why I studied how the YouTube algorithm works and how I can maximize the profitability for this business.</p> <p> </p> <p>I’ve had to keep other side jobs.  I do voice over.  I host and product for other YouTube channels on an independent contract basis.  I write columns.  <a href= "http://www.nbcsports.com/video/event/drive-episode-1">I have a television show on NBC sports</a>.  I do a podcast.  This is all going on concurrently. </p> <p> </p> <p>The Hollywood hustle is having an oil drum of a bank account with 20 hoses in it that are all on trickle.  It’s about keeping all those hoses trickling all the time and that adds up to a lot.  It can be stressful because you have to fragment your time across various gigs. </p> <p> </p> <p>A car isn’t a movie ticket or a set of batteries.  It’s not a cheap thing.  People take what I say very seriously.  It’s very important that I say what I really think.  And when I go to my grave I want to be able to say that what you heard in that review is what I really thought.</p> <p> </p> <p> </p> <p><strong>28:00 – How do you stay so consistent with your content?</strong></p> <p> </p> <p>From 2009 to 2013 we tried very hard to make television on the internet.  We were not happy with the level of TV programming in America about cars.  We made well produced pieces that would be TV quality.  While we were growing an audience, I wasn’t a good businessman and I wasn’t doing math. </p> <p> </p> <p>We would do a video and bring in 500,000 views and it would be like $600 but we would have spent 40 hours on it. </p> <p> </p> <p>I was hanging out with these video game guys who publish their videos on the internet, picture in picture.  These guys make a ton of money going straight from their x-box to YouTube.  I thought “there’s no way I can do that.”  Because I needed editing, and good cameras, and everything else.</p> <p> </p> <p>But they said, “Why do you need all that?”  And that’s when I realized that I didn’t need to make TV on the internet, just to make internet on the internet.  And I stripped everything out of the video and worked backwards. </p> <p> </p> <p>So, I removed the camera men, the sound guy, editing.  I started doing picture in picture with a real car.  It was like <a href="https://www.twitch.tv/">Twitch</a> but with a car.  Now it takes 90 minutes to do one video instead of 40 hours.  I can do between 4-6 of them per day.  I have never had to ask for cars since.   I can air videos every Monday through Thursday and now I have a stash of 50 unaired videos.  So, I don’t have to touch content for six weeks.</p> <p> </p> <p>I put out more content than <a href= "http://www.motortrend.com/">MotorTrend</a> by myself.  And now my videos are actually profitable, which almost nobody on YouTube in the auto space can say.</p> <p> </p> <p>The content gets the same amount of views no matter how good or bad the technical presentation of the content is. You just have to do the math correctly.</p> <p> </p> <p> </p> <p> </p> <p><strong>34:30 – I saw you had a degree in Fine Arts Photography and I was going to ask you about the creative art matters for YouTube but it sounds like it doesn’t matter much.</strong></p> <p> </p> <p>I always loved photography as a passion which is why my chosen media platform is Instagram.  But I graduated the same year that the first DSLR came out.  So, I spent most of my time processing film. </p> <p> </p> <p>There is no degree that can prepare you for this kind of job.  You learn by doing.</p> <p> </p> <p>But I love cars so I have to be successful at this.</p> <p> </p> <p> </p> <p><strong>37:00 – Some entrepreneurs try to tackle every social media platform at the same time.  What has worked for you?</strong></p> <p> </p> <p>I try to focus on social media platforms that either bring me money, or that I enjoy using.  I don’t like SnapChat.  I found that if I put the energy that I would spend on marketing into just making another video, I’ll get a better return.</p> <p> </p> <p>I produce content that I want to watch, and so people share it.  That goes across any platform.  The fact that I hate everyone else’s content makes me better at my job.</p> <p> </p> <p>Your last column won’t write the next one for you.  Keep producing content.</p> <p> </p> <p>I have made some garbage content that is still easily searchable on the internet.  But you have to move past it and make something better.</p> <p> </p> <p>I’ve had every worst-case scenario happen short of killing somebody.  At one point, I literally had no money.  I had 250,000 subscribers, was releasing a TV series, was putting out videos that were getting millions of views, and I took a job bouncing at a bar for $50 a night so I could cover the bills.  Fans were coming up and asking me to take a photo with them while I was carding them at the door. </p> <p> </p> <p>Being famous is really inconvenient if you aren’t also rich.  If you are famous and poor, that is sh**ty. </p> <p> </p> <p>Now I still do some side work but it’s all related to my industry.  Like maybe I’ll do appearances as car shows, or emcee at an event.  I can command a decent day rate now which is much better than bouncing at a bar!</p> <p> </p> <p> </p> <p> </p> <p><strong>46:45 – If you were going to start something like this again today, what would you do?</strong></p> <p> </p> <p>I have no idea.  I’m super O.G. YouTuber.  There are 3rd generation YouTubers.  The people that grew up watching me now have fans who grew up watching them.  It seems so saturated now.  When I started, there were NO premium content creators in the content space that weren’t magazines.  There was nothing.  Now that market is quite saturated. </p> <p> </p> <p>What nobody wants to say is that the answer is if you want to be me, you have to start by being me.  You have to have the personality, the passion, the ability to speak on camera or produce something.  I can give you the formula for what hard work looks like.  Ultimately, if you are not the personality that is driven and studious enough, that someone wants to listen to you, you’ll never get anywhere.</p> <p> </p> <p>I hate talking about this because I’m no-one special.  I’m just a dude who likes cars.  But if someone points a camera at you and your personality changes, this isn’t for you.  I can be the same person if there is one camera or a studio audience.</p> <p> </p> <p>Watch my videos and see what goes into the making.</p> <p> </p> <ul> <li>Adobe premiere pro</li> <li>Studying Titles, SEO and Tags for YouTube</li> <li>How to place good merchandise</li> <li>Camera angles</li> <li>Sound bits</li> <li>What time and days to upload content</li> <li>Social media management</li> </ul> <p> </p> <p>I do all of these things.  To be successful you have to break down what your job is and become proficient in all of the things you need to be doing.  Understand how all the systems work so when you are big enough to hire someone else to do it and you can give the right instructions. </p> <p> </p> <p>If you want to compete with someone who is already doing it, just take your own angle to differentiate. </p> <p> </p> <p> </p> <p> </p> <p><strong>Rapid fire:</strong></p> <p> </p> <p><strong>Do you think flying cars will become a thing?</strong></p> <p> </p> <p>Absolutely not.  Humans can’t even be trusted to drive on the ground.  Do you really think they will be able to drive in the air?</p> <p> </p> <p> </p> <p><strong>What’s your favorite road to drive so far and why do you like driving it?</strong></p> <p> </p> <p>There is a road in Switzerland called the <a href= "https://en.wikipedia.org/wiki/Susten_Pass">Susten Pass</a>.  That’s about as good as it gets.  Nobody up there, beautiful mountains, fresh air.  Up in the alps, it’s brilliant.</p> <p> </p> <p> </p> <p><strong>What really went through your head when you said, “Oh Jesus, this gentleman is dragging a log?”</strong></p> <p> </p> <p>That was the <a href= "https://www.youtube.com/watch?v=BsjuLsKAEFA">most profitable video I’ve ever made</a>!</p> <p> </p> <p>When I was driving along I could see the dirt trail.  But I was confused about how it was weaving all over the road.  Shock and disbelief.  That’s one of the most dangerous things I’ve ever seen on a road.  But I’m glad that video did over 2 million views.  That was the most viewed post on Reddit for 24 hours!</p> <p> </p> <p>There’s <a href= "https://www.youtube.com/watch?v=quydxUwy_s8">another video of the Dinan BMW M4</a> and there are people in the road doing pushups which is another super crazy one. </p> <p> </p> <p>I have two videos coming up.  One where <a href= "https://www.youtube.com/watch?v=og940xaqOg8">I’m driving a 1955 Mercedes 300SL Gullwing</a> and in the first corner of the video there’s a girl crossing the street on a horse.  I screech to a halt.</p> <p> </p> <p>In another one I have a vintage Porsche, it just started raining and we come up on a guy who just crashed a Malibu in a ditch in front of us. </p> <p> </p> <p>Additional Resources:</p> <p> </p> <p><a href= "https://www.sendowl.com/blog/what-types-of-digital-products-can-i-sell-online.html?utm_source=podcast&utm_medium=blog&utm_campaign=dh010_podcast"> What types of digital products can I sell online</a>?</p> <p> </p> <p><a href= "https://www.sendowl.com/blog/how-much-should-i-charge-for-my-digital-product.html?utm_source=podcast&utm_medium=blog&utm_campaign=dh010_podcast"> How much should I charge for my digital product</a>?</p> <p> </p> <p><a href="https://www.instagram.com/thesmokingtire/?hl=en">Matt Farah’s Instagram Page</a></p> <p> </p>
Listen: podcast - audio/mpeg

DH009 - How entrepreneurs sold $1/4 billion of digital products through SendOwl
<p>Hello everybody and welcome.  You know what time it is!  That's right it's time for the Digital Hustle Podcast.</p> <p> </p> <p>This is the show where we usually interview successful digital entrepreneurs who are making waves on the internet with their online businesses.  But today we are going to do things a little bit differently.</p> <p> </p> <p><a href= "https://www.sendowl.com/?utm_source=blog&utm_medium=post&utm_campaign=dh009_podcast"> SendOwl</a> is joining me today for longer than usual.  That's because today is our celebratory podcast.  SendOwl has just crossed $250,000,000 of sales transacted through our platform.</p> <p> </p> <p>We have invited a number of our closest and best friends to come and speak to you today about how they've found success in their business using the SendOwl platform.</p> <p> </p> <p>SendOwl must have very strong wings because he's delivered digital products across the world to over 186 countries. </p> <p> </p> <p>Let's hear from our guests!</p> <p> </p> <p>Mark Morris - Founder and Director of <a href= "http://www.introversion.co.uk/introversion/?utm_source=sendowl&utm_medium=post&utm_campaign=dh009_podcast"> Introversion Software</a></p> <p> </p> <p>We announced our sixth major video game release yesterday.  It's called Scanner Sombre and it drops tomorrow.  It's a game about exploring a cave using LIDAR.  Lidar is like radar but instead of radio waves it uses light waves.</p> <p> </p> <p>We are a video game developer and publisher.  We handle everything from the very first scratch of a pencil for an idea for a game, all the way through to development, product, sales, and marketing.  This is unusual for our industry.</p> <p> </p> <p>We've been going for 15 years.  Our biggest success was Prison Architect.  We've sold over 2 million units so far. </p> <p> </p> <p>In the games industry, there is one major platform to sell games and that's called Steam.  They own 90% of the market globally.  But we have always maintained our own streak of independence and a desire to not have to conform to constraints placed on us from a 3rd party.  When we launched Prison Architect it wasn't finished.  But we updated the game every month and we got more customers involved.  That mechanism to make updates wasn't available with other platforms.  But it was with SendOwl.</p> <p> </p> <p>SendOwl did perfectly what I wanted to do.  To have a light-weight system with just a little bit of code attached to a few buttons and we were able to sell.</p> <p> </p> <p>We switched to SendOwl from another commerce system and we had no faith in that one.  It was very difficult to debug.  Impossible to upgrade.  It was very bad.  With SendOwl we found the solution to this problem and we've been using it since.</p> <p> </p> <p>It's much easier for us to track ecommerce and data when we do it from our own store.</p> <p> </p> <p>My experience with SendOwl has been really good.  When we first went live with Prison Architect the number of sales was tens of thousands per day.  I had a Skype line directly through to SendOwl founder George Palmer and he really took care of us. </p> <p> </p> <p>When you run a business and you have a platform like SendOwl backing you up, you need good customer support response.</p> <p> </p> <p>I also like the constant drip of new features that come regularly.  All of the new features are useful for us and sometimes things I've asked for.</p> <p> </p> <p>I'm really pleased.</p> <p> </p> <p>Nobody else that I could find was doing what SendOwl was doing. And when we decided to take the plunge, everything worked and we had great support.  Great news about your 1/4 billion milestone.</p> <p> </p> <p>Wedge Black - Consultant with Clearbox Consulting</p> <p> </p> <p>We're a business consultancy firm.  We help organizations with their intranet and digital workplace.  It's about working out business requirements and strategy for their intranet systems.</p> <p> </p> <p>There's a great deal of SharePoint use because Microsoft has done so well with Office 365.  We are also happy to use any sort of software that can build an intranet including open source software.  We help companies sort out what solution to use and how to build it.</p> <p> </p> <p>Information management is at the core of what we do.  People. Content. Communications. Collaboration. Business Processes.</p> <p> </p> <p>We're a B2B company but we get a lot of traffic to our website and we work really hard on our blog.  Although what we do is physical in real life, we also find that what we do online is really important and it builds our credibility with our clients.  How we deliver our expertise online is really important.</p> <p> </p> <p>Right now, there is a lot of opportunity to develop SharePoint intranet.  We've put together a report which is a very long PDF detailing our 26 assessments of the various products that are out there to help any company transform their SharePoint to a decent intranet.</p> <p> </p> <p>It's 250 pages, 26 reviews, and it's taken thousands of hours to put together.  We're selling it for £400 and deliver it through SendOwl to get it to people in a secure manner.</p> <p> </p> <p>Once we signed up for SendOwl we immediately got it onto the website and we were making sales in days.  The integration is really nice.  We started off with the PayPal integration but that's not great for businesses around the world.  So, we continued to use SendOwl but we use the Stripe integration instead for a choice of payment gateways.  Buyers can just use a credit card and get it done.</p> <p> </p> <p>We sell it 24 hours a day and it's all automated through SendOwl which is great.  To do something that creates revenue for us online is a new venture for us and we're glad that it's been so successful.</p> <p> </p> <p> </p> <p>Amy Lynn Andrews - Founder AmyLynnAndrews.com</p> <p> </p> <p>I started blogging in 2004.  I actually just hobby blogged for many years and in 2010 decided to start generating income through my blog.  Now I get so many questions about how I started, how I set up WordPress, and everything else.</p> <p> </p> <p>My blog now is about teaching others how to start their own blog, making money online, and building email lists.  That sort of thing.</p> <p> </p> <p>After being in the blogging space for 13+ years and experiencing frustration myself, I think that people who are interested in starting a blog run into 3 problems.</p> <p> </p> <p>One, what information is trustworthy?</p> <p>Two, what information is accurate?</p> <p>Three, who has time to sift through all the advice out there?</p> <p> </p> <p>Because of this, I started keeping a log of all the most important blogging strategies which are up to date, accurate, and trustworthy.  I call it The Knowtbook.</p> <p> </p> <p>There's not a lot of fluff around it.  It's really straightforward.  I hand curate all of it and I'm super picky about the quality of information that I pass on.</p> <p> </p> <p>I found SendOwl on my own and I'm a paying customer, and I really like it.  It's important for me to only recommend products that I personally know of as a customer.  I use SendOwl to generate income on my blog.</p> <p> </p> <p>I've tried a lot of applications online and I really like SendOwl.  To be able to send buyers to SendOwl is easy.  Why can't everything be so easy?</p> <p> </p> <p>I'm constantly looking for solutions that are simple.  Many SaaS companies get overloaded with too much going on.  Since my business is just me, doing things quickly and streamlined is key.</p> <p> </p> <p> </p> <p>Amira Rahim - Fine Artist</p> <p> </p> <p>I am a full time artist and abstract painter.  I create colorful, vibrant, soulful paintings and I've been selling online for about 3 years now.</p> <p> </p> <p>Primarily I sell physical paintings, but recently I started experimenting with digital downloads.  Shipping art is challenging because it's a fragile item.</p> <p> </p> <p>I recently switched from Squarespace to Shopify in 2016 and SendOwl is one of the apps that I've been using.  I'm really happy with the results so far.</p> <p> </p> <p>I knew that I wanted to start offering digital downloads of my art.  I went to the app store to find one that could do it and I found SendOwl.</p> <p> </p> <p>I create scaled-down, cropped versions of my work.  Only 8"x10" downloads.  It helps me keep my licensing premium.  When people download my work it allows them to collect bite-sized versions of my work.  People use it in interesting ways.</p> <p> </p> <p>What I like about SendOwl is that I can sync the products with the Shopify store.  I'm not really tech-savvy.  I have an artist brain!  But SendOwl was easy to figure out how to use.  I just needed to type the information in and everything was updated.</p> <p> </p> <p>I allow people to download some digital items for free as a lead magnet.  It's a nice way to market myself without pushing the sales angle too hard. </p> <p> </p> <p>Because I do so much training I also use SendOwl to deliver e-trainings and courses.  They can purchase a video from me and I send the training URL to them by email.  I like the flexibility that SendOwl offers.</p> <p> </p> <p> </p> <p> </p> <p>Dan Comerchero - Founder, The Pro Audio Files</p> <p> </p> <p>The Pro Audio Files is a website and community that teaches people how to mix, record, produce, and master music.  It's 600 free articles and free YouTube videos.  We sell more in-depth training courses that people can download and purchase.  We have a membership site with a community there.</p> <p> </p> <p>We're teaching people how to mix, record, and produce music.  The landscape has changed a lot in 7 years.  We reach a lot of people.  Musicians.  Professional audio engineers.  Even producers.</p> <p> </p> <p>We have 10 different contributors that put out content.</p> <p> </p> <p>Our core audience is basic and intermediate audio engineers.  Even musicians.  Some people come to the site to find out how to get a good guitar tone.  Other articles are much more in-depth.</p> <p> </p> <p>We live in a great time when you can quickly build a business yourself using great services.  We use WordPress for the blog.  We sell all our products on SendOwl, which has been a total blessing.</p> <p> </p> <p>The music industry is tough.  It's hard to make money selling music, so it’s important to have your hands in a lot of things.  A lot of the guys and girls that visit our site run their own studies and they use the Pro Audio Files to improve their knowledge.  You can purchase the complete bundle for $350 vs how much you pay for university.  It's a great deal. </p> <p> </p> <p>I love SendOwl.  I switched to SendOwl from the first ecommerce platform we used.  I was so relieved.  The good design. The minimalism.  It's a very thoughtful UI.  The features are deliberate.  I switched everyone I knew with an audio site over to SendOwl to use the affiliate program.  Kudos to you guys for building this.</p> <p> </p> <p>I also think it's cool that I get messages from George the founder of SendOwl when I have customer service questions.  He's tapped in on the ground level and always getting feedback on the business. </p> <p> </p> <p> </p> <p>Marc Mueltin - Founder of V2G Clarity</p> <p> </p> <p>I've been in Medellin for 3 days now.  Lots to do otherwise I would learn Spanish and enjoy my time here.</p> <p> </p> <p>I offer consultancy services which doesn't scale and I'm always trading time for money.  I wanted to find a way to make money while I sleep and travel.  I wanted to spread some post-surface knowledge by setting up an eBook.  Those that want further knowledge can come to me and hire consulting services.</p> <p> </p> <p>I'm a computer scientist and I did my PHD in the area of how can we integrate electric vehicles into the smart grid, which is the electric grid that allows devices to communicate with each other. </p> <p> </p> <p>During my PHD I learned a lot about how this protocol works and I was starting my own standard.  The industry's interest in this technology is steadily rising.  Car manufacturers now need to know how this works.</p> <p> </p> <p>I set up a website for myself but I didn't do much business development.  Actually, people came to me because of my blog. </p> <p> </p> <p>My second client needed some documentation about how the standard worked.  I smartly arranged the contract so that I could keep the rights to the general content.  That's how I came up with the eBook.  It took less than 6 months.</p> <p> </p> <p>I was looking for a platform that allows me to sell it quite easily.  I found out about SendOwl and it has all the features I was looking for.  Very easy checkout for the client.  Very easy to set up for me.  It's easy to update the product.  I can update the version and my buyers get notified that an updated version is available.</p> <p> </p> <p>I like the user interface.  It's very clear to me.  Affiliate marketing is really easy to set up and it works good for me.  The VAT report is great.  In Europe we have some complicated taxes that we need to do.  SendOwl gives me all the data that my accountant needs.</p> <p> </p> <p>I love the monthly reports that come to me by email.  The price is also very fair.</p> <p> </p> <p>I sell my book for 450 euros.  I thought I might sell it for $80 or $90.  But I read an interesting blog post about how to price your digital product which helped change my mind about how much I could sell it for. </p> <p> </p> <p>Then I was in Bali at a great co-working space and they helped me see that nobody else in the world has the information that's in my eBook and they inspired my confidence to price it much higher.  And it's going well so far.</p> <p> </p> <p>I have the book, and a video tutorial, and then a combined product.  The video is at 550 euros.  I want them to buy everything together which is valued at 999 euros - and that's the best-selling product I have.</p> <p> </p> <p>I provide 2 pages for free from every chapter which has been a great way to get people interested in my book.</p> <p> </p> <p>If you're not currently using SendOwl you can go to SendOwl.com/POD to learn more and sign up for a free trial.</p> <p> </p> <p> </p> <p> </p> <p> </p> <p> </p> <p> </p> <p> </p> <p> </p> <p> </p>
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DH008 - How to make blogging your full time business
<p> The <a href="https://www.sendowl.com/pod">SendOwl</a> Digital Hustle Podcast</p> <p> </p> <p>How to make blogging your full time business</p> <p> </p> <p><strong>2:00 Intro to Amy Lynn Andrews</strong></p> <p> </p> <p>Started blogging in 2004. Hobby blogged for many years.  In 2010 decided to start generating income from my blog.</p> <p> </p> <p>Now I teach people how start a blog, how to make money online, building email lists and the full package of blogging from beginning to end.</p> <p> </p> <p>AmyLynnAndrews.com</p> <p> </p> <p> </p> <p> </p> <p><strong>5:15  What are some common mistakes that people make when starting a blog?</strong></p> <p> </p> <p>Separate mindset mistakes from actual practical mistakes.  Mindset mistakes are the ones that think if they start a blog they can start making money quickly.  That’s just not true.  So you have to prepare yourself for this in your mind. </p> <p> </p> <p>Practical mistakes are more technical in nature.</p> <p> </p> <p>One mistake people make is immediately uploading images from their camera directly to their blog.  But those images aren’t optimized.  So they will slow your site down.  I see this happen a lot.</p> <p> </p> <p>One mistake people make is to make their first blog post “I’m starting a blog.”  It’s better to put this information on the About Page…</p> <p> </p> <p>The best thing you should do is write 10-20 really solid pieces of content.  When people come to the blog there should be something there that makes them stay there. </p> <p> </p> <p>Not starting an email list right away is a mistake.  You should capture your audience as possible in the beginning.</p> <p> </p> <p>In the beginning, nobody is reading your blog.  When you don’t have a readership it gives you time to work the kinks out and get into a rhythm.  Once you find your rhythm then you can start talking about it to other people. </p> <p> </p> <p>Don’t be afraid to start.  Just be in learning more and willing to tweak things along the way. </p> <p> </p> <p> </p> <p><strong> </strong></p> <p><strong>11:45 - How can I generate more traffic for my blog?</strong></p> <p> </p> <p>What type of traffic do you want to generate?</p> <p>Organic traffic like google search results?  Paid ads like Facebook campaigns?</p> <p> </p> <p>Let’s consider that organic traffic is your goal.  It’s traffic that comes to you from search engines or via organic social media sharing. </p> <p> </p> <p>When you write your posts, be very helpful.  Think about what someone is going to type in Google to get to your post. </p> <p> </p> <p>Be thorough in your coverage of the topic.  Google has guidelines for content creators online.  When Google sends someone to your site, their goal is to provide the information that person is looking for.  The more thorough your answer, the better.</p> <p> </p> <p>Make your content so good that people want to talk about it and share it with others.</p> <p> </p> <p>Backlinks help search engines determine of your site is high quality or not.</p> <p> </p> <p> </p> <p> </p> <p><strong>16:00 - How much does traffic matter for monetization?</strong></p> <p> </p> <p>To focus on the traffic, that’s a mistake!  You should focus on conversions.  If you want to make money with your blog, the bottom line is conversion.  And conversion means they are going to buy something from you.</p> <p> </p> <p>The amount of traffic necessary depends on the type of monetization you are going for.  If I want to make an income from Adsense I need super high traffic.  If I’m selling a product it doesn’t matter how much traffic I get.  You can have smaller amounts of traffic but make the same amount of money by reaching customers in other ways beyond monetizing page views.</p> <p> </p> <p> </p> <p> </p> <p><strong>19:50  How should I decide which is the best method for me to monetize my blog when I start out?</strong></p> <p> </p> <p>Think about what makes the most sense for you.  Your season of life and personality should be huge determining factors.  When I started my blog back in 2004 I was at home and my husband was working outside.  We also had kids at that point.  I didn’t have good sleeping babies so I was up for hours every night tending to hungry crying babies.  So for those first few years there was no way I could have focused with any clarity on monetization in any way that was regular.  So I just opted at that point to keep my blog at a hobby.  It wasn’t until later that I could focus on money.</p> <p> </p> <p>It’s easy to see someone doing something good and try to become that.  But they might be in a different season of life than you.</p> <p> </p> <p>What is your personality?  A popular method at this point in time is a membership site. Creating content on a regular basis creating content for people who want to be a part of an inside community.  It’s subscription based concept.  For me that would never work.  I have zero desire to do it because of my personality type.  It’s a fantastic model, but it’s just not for me!</p> <p> </p> <p>Think also about your target audience.  Who are they and what are they wiling to buy?  IF you market is college students and you provide a luxury product, are they in a position to buy it?  If the two don’t mesh you might have a problem.  What is your target audience wiling to buy? </p> <p> </p> <p>You may also look at another blog which is already monetizing and determine how you can capture that market by standing out.</p> <p> </p> <p> </p> <p> </p> <p><strong>27:30 What tools can I use to make money with my blog once I get traffic there?</strong></p> <p> </p> <p>When I think about monetizing my blog I loosely split those options into 5 different categories.  You can monetize with ads.  You can monetize selling physical products.  You can monetize selling digital products.  You could monetize by selling a service like a virtual assistant service.  You could do affiliate marketing which is promoting someone else’s product.</p> <p> </p> <p>The number of options in each of these are infinite.</p> <p> </p> <p>You can use Adsense or Adthrive.</p> <p> </p> <p>You can use Kindle for books.</p> <p> </p> <p><a href="https://www.sendowl.com/pod">SendOwl for digital products.</a></p> <p> </p> <p>Merch by Amazon for physical products.</p> <p> </p> <p>Once you figure out which category of monetization you will tackle, do some research on the easiest ways you can make it happen on your website.</p> <p> </p> <p>It can be overwhelming but it’s so exciting because there is so much room for everyone. </p> <p> </p> <p> </p> <p><strong>31:00 How long does it take to build a blog from zero revenue to cover the bills?</strong></p> <p> </p> <p>There are so many factors involved… So I would ask these questions:</p> <p> </p> <p>What is your background experience?</p> <p>What is your business experience?</p> <p>What is your computer and blogging experience?</p> <p> </p> <p>For most of us, if you are starting from zero without much experience, going from scratch to covering the bills you should give yourself at least a year or two.</p> <p> </p> <p>If you branch out into other ways you might be able to figure out how to bring in money quicker.</p> <p> </p> <p>Steve Chu – My wife quit her job dot com.</p> <p>Steve ran a blog for a long time but he also sells physical products through his online store.  He says that if you need money quicker selling a physical product is the best way to start.  If you have the time to let it build up then starting a blog is a great idea because you don’t have a lot of overhead and investment.</p> <p> </p> <p> </p> <p><strong>34:45 Should I solicit help from ghost writers or should I look at it far down the road?</strong></p> <p> </p> <p>It can work, especially if the writers are good and can write good content.  If you are thinking about it at the beginning, I would keep it in mind because you don’t want people to get so attached to you as the blog owner.  Otherwise you will start a blog, build a big following, and then when you transition to ghost writers or contributors people will notice the change and lose interest.  The whole feel of the blog can change.</p> <p> </p> <p>If you want to solicit help from others, go for it.  Make it about the content then, and less about your own brand. </p> <p> </p> <p> </p> <p> </p> <p><strong>38:15 What can people find by looking at your service The Knowtbook</strong></p> <p> </p> <p>There are 3 problems that people run into when trying to start a blog.</p> <p> </p> <p>1 – They don’t know what information online is trustworthy. How do I know that the person giving the information?</p> <p>2 – They’re not sure which information is accurate about starting a blog.</p> <p>3 – They don’t have time to sift through all the information.</p> <p> </p> <p>There are so many people who want to start online.  My website is aimed at helping them to get started blogging.  But the Knowtbook is aimed at helping people go beyond blogging and use their blog as a springboard for another thing. </p> <p> </p> <p>I don’t want people to get stuck watching hours of course material to find the 15 minute section that they really need.</p> <p> </p> <p>The Knowtbook isn’t fancy.  It’s very straightforward.  You go in, get what you need, and come out without much fluff.</p> <p> </p> <p>I hand-curate the whole thing.  If it’s in there, I wrote it!</p> <p> </p> <p> </p> <p><strong>43:20 What tools do you personally use to bring in revenue from your blog?</strong></p> <p> </p> <p>My chosen monetization strategies are:</p> <p> </p> <p>Selling my own products. An eBook. The Knowtbook. I’ve dabbled in physical products.</p> <p>Affiliate marketing.  I recommend products to my readers and 90-95% of those are products that I use as a paying customer. </p> <p> </p> <p>For example, I recommend SendOwl to my readers.  I found SendOwl on my own and I’m a paying customer but I really like SendOwl so I became a part of their affiliate program.  I only recommend products that I recommend as a customer. </p> <p> </p> <p> </p> <p><strong>45:00 Owl Questions – What do you love most about blogging?</strong></p> <p> </p> <p>The thing I love most about blogging is that anyone can do it.  And I know people making far more money doing this than me, and I make a full time income on it. </p> <p> </p> <p>People get discouraged sometimes.  I totally understand that.  I’m not a patient person in general, so I get it!  But if you find something you are passionate about and if you find something that you have a unique angle or spin on it, you can do it.</p> <p> </p> <p>What are some things that you already do in your life that people compliment you about?   What do people marvel at?  That could be your blog story!  You can be the go-to resource for that thing! </p> <p> </p> <p>Business in the past was: you have to be the big company with a ton of ad spend.  It’s not like that anymore.  You can create a business by yourself with your blog today.</p> <p> </p> <p> </p> <p> </p> <p><strong>53:00 How can people get in touch with you?</strong></p> <p> </p> <p>Amylynnandrews.com</p> <p> </p> <p>30 Day free trial of SendOwl at <a href= "https://www.sendowl.com/pod">www.SendOwl.com/POD</a></p> <p> </p> <p> </p> <p> </p>
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DH007 - Building an online business with email nurturing campaigns
<p><span style="font-size: 14pt;"><span style= "text-decoration: underline;"><strong>Building an online business with email nurturing campaigns</strong></span> </span></p> <p> </p> <p>In this episode of the Digital Hustle Podcast we sit down and have a lively chat with Tom Tate, Product Marketing Manager for AWeber.  AWeber was founded on creating an email automation solution almost 20 years ago.  They’ve been doing this a long time.  So who better to tap for email automation advice!</p> <p>This podcast is hosted by <strong><a href= "https://www.sendowl.com/?utm_source=blog&utm_medium=post&utm_campaign=dh007_podcast"> SendOwl</a>,</strong> the leading platform for sales and delivery of digital products, subscriptions, and memberships.  </p> <p>Let’s get into it!</p> <p> </p> <p><strong>2:00 – Detail about <a href= "https://www.aweber.com/landing.htm?utm_source=sendowl_podcast&utm_medium=blog&utm_campaign=sendowl"> AWeber</a></strong></p> <p> </p> <p>AWeber is an email service provider since 1998</p> <p>Email automation tools</p> <p>Integrated with SendOwl</p> <p> </p> <p><strong>2:46 – How do you define email nurturing?</strong></p> <p> </p> <p>It’s building a relationship and at scale!</p> <p>Email nurturing is intimacy at scale.</p> <p>You can’t just send an email to anyone. Spam!</p> <p>Email nurturing is basically just taking advantage of the ability to send valuable content through email and doing it over time.</p> <p>Then if you have provided enough value, you’ve equipped them with what they need to know to make the purchase.</p> <p>Most people miss the mark by stopping the nurturing process after the sale is finished.  You can and should continue to engage.</p> <p>It’s like a bank account.  If you want to make a relationship withdrawal you have to make deposits as well.  Email nurturing is making those deposits by providing great material.</p> <p> </p> <p><strong>6:00 - What kinds of businesses can use email nurturing?</strong></p> <p> </p> <p>A lot of people think that email marketing is not for them.  But you are not your customer.  You are not your audience.  You may dislike signing up for email lists but other people do.</p> <p>Any business should use email nurturing!</p> <p>Online, people don’t have the chance to meet you face to face, so give them the chance to know you, like you, and trust you.</p> <p>Online businesses should definitely use email nurturing.  Your buyers buy online so engage with them online.</p> <p>When you engage and keep your brand top of mind you get more referral business also.</p> <p>Ryan Dice says “you won’t ask someone to marry them on the first date.”  Your product might not be a small ask.  Nurturing brings people closer to commitment.</p> <p>People try to invest their time and money in social media marketing but you have to be considerate of the fact that people aren’t on Facebook looking for products to buy.  They’re not in a buying mindset.  If you really want to sell your product, email is the place to be.</p> <p> </p> <p><strong>12:00 - They say it takes somewhere between 7 and 11 touches to get somebody to buy. Is that accurate?</strong></p> <p> </p> <p>We’ve seen conversions happen after 3 emails in a 7 day window mostly.</p> <p>It depends on the persuasiveness of your content or your industry.</p> <p>It’s very possible to convert in the first message or the first week.</p> <p>We’ve seen people send out an email every day, 365 in a year.</p> <p>The question is: How much value do you need to give before they recognize that the product is for them?</p> <p>Give Give Give Ask Give Give Ask</p> <p>3 Gives and an Ask then 2 Gives and an Ask has worked for us.</p> <p>Too many entrepreneurs are stuck in the mentality of promotion promotion promotion.  Nurturing is about giving something.  And most people need to get some value before putting money on the table.</p> <p>One of the best things you can do is give away the first bite sized piece of your product for free.  Then send a few emails so people can slowly unpack that value over the course of a few emails.  Highlight all the value you’ve given them in just that one bite-sized piece.  And that’s only a snippet of what’s to come!</p> <p> </p> <p><strong>18:00 - What’s the benefit of using an automation tool instead of doing this manually?</strong></p> <p> </p> <p>The first benefit is that as you scale it’s just not feasible to do it manually.  It’s going to be too much to follow up with people.  If you have a super high ticket product and you have a sales team then maybe it’s possible for you.  If you are selling a digital product under $30 it’s not possible for you to do that outreach directly.  Use automation to save a lot of money and time.</p> <p>You can use personalization tags in your automation tool to make it seem more personal.</p> <p>Second, you’ll get to a point where you can’t do this in bulk.  Your deliverability will be better using a service provider.  The IP addresses behind automation services are stronger and deliverability will be better.</p> <p> </p> <p><strong>21:30 - How can you use forms on a website to automatically enroll subscribers to a nurturing campaign and not just a list?</strong></p> <p> </p> <p>With AWeber we have a feature called “Campaigns.”  You can set up multiple campaigns within one list.  They can be triggered from the moment somebody initially subscribes or it can be based on a tag.</p> <p>A tag works like this: If somebody opts in on page A then we are going to send them campaign A.  It’s a higher level of contextual marketing.</p> <p> </p> <p><strong>22:50 - How can I use the data captured from a form from my buyers to cross-sell them on other products I have available?</strong></p> <p> </p> <p>In AWeber that would be passing through the data capture from the form with the use of tags to trigger specific campaigns on related products.</p> <p>The ability to say, “You bought product A so now you are tagged with product A,” is really powerful.</p> <p>In the subscriber management area, you can create some pretty powerful segments using our query builder.</p> <p>On Facebook advertising, you can create a segment of all your subscribers in AWeber, email them with the promotion, and then take that list, export it, import it into Facebook as a custom audience and run a promotional Facebook ad campaign. </p> <p>Facebook also has lookalike audiences which is great.  You can drop in all of your subscribers and target people like the ones that bought you already.  If you do this, you can run awareness campaigns.  They don’t know your brand yet but you can give them some great content to opt in for and they will become leads and join the cycle.</p> <p> </p> <p><strong>28:25 - What is the psychology behind email nurturing?</strong></p> <p> </p> <p>Don’t think of it as an email “blast.”  Try to speak to one person by sending relevant content.</p> <p>Get people to know, like, and trust you by being human and proving that you can solve the problem they have. Be clear and compelling by providing value.</p> <p> </p> <p><strong>31:00 - In Owl Language:  </strong><strong>What is your number one tip for people just starting out?</strong></p> <p> </p> <p>It can be discouraging if you’re not getting many sign-ups at the beginning.  One thing I like to do in that automated sequence is to ask a simple question.  “I just want to ask you one quick question.”  Ask them a question that you want to know the answer to and you will get actual responses from people who hit that reply button.  You will learn so much more about your audience from those responses than you will get anywhere else.  You will learn from them what you need to do next to build your product.</p> <p>It’s important to do this earlier in your business than later because you need to respond to everyone that replies to you directly.  So do it early and gather this wildly important data.</p> <p> </p> <p><strong>Additional resources:</strong></p> <p> </p> <p><a href= "https://www.sendowl.com/pod?utm_source=blog&utm_medium=post&utm_campaign=dh007_podcast"> 30 Day Free Trial of SendOwl</a> – The best way to sell and deliver digital files online</p> <p><a href="https://twitter.com/tnrt">Tom Tate Twitter Account</a></p> <p><a href="https://twitter.com/SendOwlHQ">SendOwl Twitter Account</a></p> <p><a href= "https://www.sendowl.com/blog/how-to-sell-subscriptions-and-memberships-online.html?utm_source=blog&utm_medium=post&utm_campaign=dh007_podcast"> How to Sell Product Memberships and Subscriptions</a></p>
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DH006 - Rachel Andrew - The steady journey from expert to influencer.
<p>*Intro:** Hey everybody and welcome to the Digital Hustle Podcast. I'm James Milliron from <a href= "https://www.sendowl.com/?utm_source=podcast&utm_medium=blog&utm_campaign=dh006"> SendOwl</a> and yes, I was just talking to an owl... Hey look, we were all blessed with various talents and some people just have different talents than others, okay?</p> <p>And speaking of talents, if you are looking to utilize your talents to build a business, you have come to the right place!</p> <p>This is the show where we interview the movers and shakers in the digital selling space.</p> <p>Our guest today is <a href="https://rachelandrew.co.uk/">Rachel Andrew</a>, someone who I can only describe as serial digital entrepreneur. Today we are going to take a look into her life, explore the businesses that she's build, and learn the strategies that she has used to become successful in her own online journey.</p> <p>**James Milliron** Welcome Rachel how are you doing today?</p> <p>**Rachel Andrew:** I'm good thanks! I got off the flight from Seattle yesterday. That's a bad time difference for me. That eight hours is nasty!</p> <p>**1:40** – Introduction to Rachel Andrew and her projects.</p> <p>- I'm a web developer, author, and public speaker.<br /> - I've been a web developer for 20 years.<br /> - My main product is a CMS called Perch.<br /> - I do a lot of with speaking and writing about standards and CSS.<br /> - I'm on the road about 4 months out of the year!</p> <p>**2:30** - How did you go from developing sites into consulting into starting your own firm?</p> <p>- I started doing this back when site building was trivial and there wasn't much to learn.<br /> - I was known as the person who knew HTML so I did some freelancing at that time.<br /> - Then I went to work for a couple dot com companies and it was just around the time that the dot com crash happened.<br /> - I realized it was better for me to work for myself than a company which might just fold.<br /> - So I went back freelance!<br /> - I've worked for myself since 2001 and set up Edgeofmyseat.com at the time.<br /> - After doing so much work for other people's projects we launched our own.</p> <p>**5:30** - What was the hardest part of starting your own business and how did you overcome that?</p> <p>- Money and instability was the hardest part.<br /> - I was lucky enough to be helped by an organization in the UK called <a href="https://www.princes-trust.org.uk/">The Prince's Trust</a>.<br /> - I was mentored by them and now I even go back and speak at their events.<br /> - Having someone to talk to is very important. Today you can get advice online easily. Back then it was more difficult. It was important for me to have their help.<br /> - It's helpful for new entrepreneurs to see someone who has build a successful business.</p> <p>**8:20** - You've authored multiple books. What strategies do you have to get so much on paper so quickly?</p> <p>- I think by writing! I tend to write things down to work them out for myself. This results in a lot of content.<br /> - I don't ever sit there and stare at the screen thinking that I need to write this thing.<br /> - If I have deadlines I just get on with it!<br /> - If I'm writing a book, I outline it and then I jump to another section on another day.<br /> - I don't let myself just sit and look at a blank page.<br /> - Staying organized is important. I keep everything in <a href= "https://www.omnigroup.com/omnifocus">OmniFocus</a>.</p> <p>**10:30** - How do you keep things organized? What tools do you use?</p> <p>- I usually use my computer and I usually work in Markdown.<br /> - I use <a href="https://www.ulyssesapp.com/">Ulysses</a> markdown editor. I like that.<br /> - As long as it syncs to Dropbox I'm happy with it!<br /> - I don't worry much about formatting. I just write, and sort it all out later.</p> <p>**12:00** - When did the tipping point happen for you when you transitioned from being an expert in your field to public speaking and being recognized as a public figure?</p> <p>- When my daughter became independent it become more of a possibility for me.<br /> - Conferences and public speaking does add a weird layer of internet celebrity which I'm a bit uncomfortable with... nobody needs to be shy about coming to talk so someone who is just a peer.<br /> - Thankfully I'm reasonably comfortable getting on stage and talking about this stuff!<br /> - I'm quite introverted and I struggle to make those conversations happen at a meetup. The good thing about a conference is you have a platform which makes it easier.<br /> - The best thing about the speaking life is that people do want to talk to you, and that's great.<br /> - Don't worry so much about becoming a public figure. Focus on what you are good at and sharing it! It's just about sharing and listening to others.</p> <p>**15:20** - What is your current hustle?</p> <p>- We just shipped version 3 of Perch!<br /> - I'm currently working on a book.<br /> - I'm right in the middle of conference season. Next week I'm off to Tokyo!<br /> - Planes are a good place to write! I get a lot done on planes. Those 10 hour flights are great for it.</p> <p>**16:40** - You use <a href= "https://www.sendowl.com/?utm_source=blog&utm_medium=libsyn&utm_campaign=dh006_podcast"> SendOwl</a> to sell books on your personal site, how is that going for you?</p> <p>- SendOwl is really quick. You can just pop it up onto your site and sells stuff and it's all just dealt with.<br /> - For anyone who wants to sell something, a book or whatever, you don't want to spend too much time messing around with how to deliver the thing. You want to get it out there!<br /> - That's where SendOwl has done really well. It's nice, it's straightforward, and you don't spend days faffing around with the thing.</p> <p>**18:00** - You're a mother. You run marathons. How do you manage to build and run a successful business while excelling in your personal life also?</p> <p>- Partly is I don't sleep very much! I like being busy. I don't really have a concept of sitting and watching TV. I've never done that. I'm always doing something as well.<br /> - I am incredibly organized. I have to do my own travel booking and expense claims and such. So I have to be organized. I'm organized with the personal stuff as well. Everything goes into OmniFocus.</p> <p>**19:30** - Are you organized from the beginning or do you set aside specific time to reorganize everything?</p> <p>- It's a bit of both. Some things need to be done every quarter. Typically I try to knock it out once per day. I quickly deal with anything that comes in. If I can't deal with it now, I make a task for it in OmniFocus.</p> <p>**20:45** - How did you take The CSS Workshop from idea to inception?</p> <p>- This was based on the work I'd done for in-person workshops. I had 2 days worth of material. I thought there must be a way to sell it online in some way. So I came up with the idea to deliver it via video tutorials with a Slack group that people could ask questions in.<br /> - Recording video is so time consuming. But we got it done!<br /> - It's been online for about a year now and it's been a really nice way to get more out of the content that's already written instead of limiting the content to just 6 workshops per year.<br /> - Spin material in different ways!</p> <p><br /> **22:40** - How would the course have been if there wasn't video?</p> <p>- The video is what people like and it's something I had to learn because I don't find video useful in the slightest. I'm completely non-visual!<br /> - It does seem it's the best way for people to learn! It massively cuts down on our support.<br /> - We all learn differently. So I do a lot of video now even though I don't learn that way.</p> <p>**24:00** - How much time does it take to get an online course from idea to a fully executed program?</p> <p>- I had all the material but I was recording for about 8 weeks.<br /> - I was getting up early and spending a few hours recording.<br /> - The editing is what took forever! Get a good setup and work out exactly how you plan to accomplish it all. It's time consuming.<br /> - You can't wake up tomorrow and decide you will have a course completed and launched in 2 weeks from today.<br /> - For anyone that wants to do video stuff, do some short videos first and see how people like them. Put them out on YouTube first. It will give you an idea of whether you can put up with doing it long-term. If you get positive feedback then you can put more time into it.</p> <p>**27:10** - You've tackled a number of different businesses. Is it better to create a niche business that you've mastered completely or broaden your reach to mass market?</p> <p>- If you are bootstrapping, you need to go to a niche business. You can't compete with the giants. And you won't have time to go into something you don't understand well. Nor will you have the resources to mass advertise.<br /> - We developed a CMS for web designers who were building small sites for clients because we knew about web designers. We didn't try to take on Wordpress!<br /> - Figure out where you expertise can fit into the market!</p> <p>**30:40** - What other products and services do you have that could be useful for people working on their own businesses?</p> <p>- I've got an ebook called <a href= "https://https//rachelandrew.co.uk/books/the-profitable-side-project?utm_source=sendowlblog&utm_medium=post&utm_campaign=dh006_podcast"> The Profitable Side Project</a> which is our story of how we started Perch and some of the things I learned while doing it - Available on my site sold through SendOwl.</p> <p>**31:10** - SendOwl questions</p> <p>_In Owl Language_ “What's it like working on the road?”<br /> <br /> - If you are going to travel 4 months out of the year and run a business you need to figure out how to get things done.<br /> - Schedule the important stuff to get that done!<br /> - Keep a standard routine while on the road. For me, that's keeping up my fitness and eating well.<br /> - Have a good setup while traveling. I travel with a Roost Stand. I don't travel light but I can get into a hotel and set up a comfortable work station.<br /> - Invest some time and money into a traveling work kit. It's invaluable.</p> <p>**33:45** - How can listeners reach you?</p> <p>- @rachelandrew on Twitter.<br /> - RachelAndrew.co.uk<br /> - GrabAPerch.com</p> <p>**34:10** - Wrap up additional resources and contact information</p> <p>Visit <a href="https://www.sendowl.com/pod">SendOwl.com/POD</a> to get a 30 day free trial of SendOwl.</p> <p>If you liked this episode, **subscribe** to the Digital Hustle podcast on iTunes and the [SendOwl channel on YouTube](https://www.youtube.com/channel/UCbzM1MjvVUU6tAOzgeFrO9g).</p> <p><a href= "https://www.sendowl.com/?utm_source=libsyn&utm_medium=blog&utm_campaign=dh006_podcast"> How to sell digital products online</a></p>
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DH005 - How to build beautiful emails that keep customers coming back for more

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DH004 - Brennan Dunn - Freelancers: How to demonstrate extra value and fill your sales funnel
<p>**Intro:** Hello everyone and welcome to the SendOwl Digital Hustle podcast. And in case I don't see you - Good afternoon. Good evening. And goodnight. Don't worry. We are just getting started!</p> <p>I’m James Milliron from SendOwl, and if you don't want to listen to me, you should listen to my guest today: Brennan Dunn. Brennan is the number one authority in the whole world on helping freelancers increase their value. The advice he's giving on this podcast can be applied to almost any business.</p> <p>This podcast is hosted by SendOwl the leading digital sales and delivery app for entrepreneurs who want to increase their online sales conversion rates, to provide a seamless checkout experience for their buyers, and for those who want to get setup up and selling in under 5 minutes.</p> <p>You can learn more about SendOwl by visiting [SendOwl.com/pod](www.sendowl.com/pod) where you will find a 30-day free trial waiting just for you.</p> <p>Thanks for listening. Let's get into our topic. We are going to be covering how freelancers can demonstrate extra value and fill their sales funnel.</p> <p>**James Milliron** Brennan how are you today?</p> <p>**Brennan Dunn:** I'm good James, how are you?</p> <p>**James Milliron:** Tell me a little bit about yourself and your business.</p> <p>**2:00** – Introduction to Brennan Dunn and DoubleYourFreelancing.</p> <p>- 2006 started freelancing<br /> - 2008 started an agency<br /> - 2011 we peaked at 11 employees<br /> - Exited the company to start a SaaS, Planscope.<br /> - To sell it I decided to create content for agencies and freelancers.<br /> - That turned into a book and some courses.<br /> - What meant to be a training business eclipsed Planscope's revenue 10 fold.<br /> - 2016 sold Planscope and since then have been full time on DoubleYourFreelancing.<br /> - All of the resources were consolidated under this new brand.</p> <p>**3:40** - It's interested to hear that the training courses exceeded the revenue of the SaaS company.</p> <p>- The SaaS model can be a hard sell. Especially with a complex product. It's hard to get people to make the switch.<br /> - If you can give someone a clear value prosition about how you can help them with a course, it's a much easier sell.<br /> - I'm able to affect people differently now than I ever could with a SaaS.</p> <p>**6:45** - Freelancers should be able to negotiate the terms of their value and what they are providing with their life's services.</p> <p>- How it's done is the most important part.<br /> - How can you deliver a better product and charge more.<br /> - It's not about getting more skills, but rather focusing your efforts on the business problems that people have.<br /> - If you want to price higher, you need to sell a higher value product.<br /> - Get away from commoditizing your services.<br /> - Solve business problems. I lay out strategies for how people can increase the value of their services.</p> <p>**8:00** - Do you see freelancers right now building products online and selling them?</p> <p>- Absolutely.<br /> - They usually aren't using them as primary revenue sources, but as a stepping stone to more business.<br /> - It's easier to hook people with an initial product and then upsell them than it is to try to sell them directly on your core services.<br /> - Last year I built a course on Marketing Automation. Today most of my consulting projects come from people who had signed up for that course.<br /> - When people see what you teach and like it, they will come back to you for more help.<br /> - A better way to build a funnel is get people to sign up for an email list. Then pitch them on a $30 ebook. Then let people self-select what they are interested in before you pitch them on consultation services or projects.<br /> - This is an effective way to build and nurture a pipeline.<br /> - Sometimes people don't trust you enough yet to jump into your core services.<br /> - Building a course or a drip campaign can build trust and move people closer to buying your core services.<br /> - This reduces risk for your clients and now they want to work with the expert that taught them.</p> <p>**14:00** - This keeps customers from scouring the whole market for someone else who can do the same thing as you.</p> <p>- It becomes risker now for your audience to look for someone else than to work with you. Now that you've established yourself as the expert. You're the most trusted and thus the less risky option.<br /> - I'm willing to pay a premium for someone who has already proven their services.</p> <p>**16:40** - There are stages of inbound marketing where you can catch a potential buyer. Freelancers can create courses or resources and make them available online so that once they are hooked, they don't have a choice but to stick with you.</p> <p>- A $30 product that you offer is super low risk and can be an impulse buy. It's easier to grab their attention with a product like that then try to sell them straight away on your core product.<br /> - Don't be afraid of giving away some value. Once you establish yourself as the expert, it takes more work for people to do it themselves than to hire you.<br /> - Focus on getting people in the top of your funnel. Do the broadcast stuff to get them into the funnel. They will walk down the funnel on their own.</p> <p>**20:50** - What categories of freelancers can take this approach?</p> <p>- It only doesn't work for people who are doing something really B2C, like a freelance DJ.<br /> - When you sell yourself as a swinger of tools, you will have trouble with this.<br /> - Don't let your work become commoditized by being one step away from selling a service that a computer could do. You must add extra value.<br /> - I hired somebody just like this. I got an email from a subscriber once who agreed to help me product my courses. But he added a ton of extra value and I hired him because of the extra services that he was able to provide. His understanding of my end-goal is what made it valueable. I paid him 20x the local people because of the extra value he communicated.<br /> - How can you give your clients a better product.<br /> - Don't focus on the features of your products. Focus on what the buyer needs.</p> <p>**29:20** - If I'm a freelancer developing a course, what are some steps I need to take to go from zero to selling a course?</p> <p>- Build off of stuff you have already done.<br /> - I turned existing content into DoubleYourFreelancing<br /> - Go through your notes from previous clients and find content you can make and deliver based on those notes.<br /> - You can determine whether it should be a paid product or a free product based on notes from your past customers. How much do they need this?</p> <p>**32:50** - How much time does it take to go from no course to course?</p> <p>- My course has been done and redone two dozen times.<br /> - Start with something and you can build on it.<br /> - Send out surveys. You will get a lot of data.<br /> - Ask people why they signed up for your course to begin with. Listen to what people want.<br /> - You're not aiming for perfection on day one.</p> <p>**35:50** - So, get the first course out there and then get feedback.</p> <p>- Most content tends to be a monologue. Every time you talk with a new prospect or lead you can learn about new needs.<br /> - When you uncover needs, figure out how you can solve the problems in a scalable way.<br /> - This helps prepare people mentally for your services.<br /> - With this funnel you then only need to focus on getting people into the front of the funnel.</p> <p>**38:50** - Why do freelancers generally struggle to make the money they should be making?</p> <p>- The typical way freelancers determine what they should be paid is to look at what they used to make at their full time job.<br /> - Sometimes they use online calculators.<br /> - These methods are wrong.<br /> - What you should do is understand the value of your services to the businesses you serve.<br /> - Understand the amount of return you help your clients get. The return on investment that you can provide determines how high you can price your services.<br /> - The smart freelancers are the ones who know what they can do that the typical employee can't and how to come in as a consultant not just an implementer of tools.</p> <p><br /> **41:40** - So you can stop the cycle of reducing the cost of your services by focusing on business needs and goals of your clients.</p> <p>- You're still doing your core business, but what is being bought is different.<br /> - They're no longer buying a commidity from you, but a thought-out service.<br /> - This also gives freelancers more creative freedom, which everybody wants.</p> <p>**43:15** - Q&A with SendOwl</p> <p>_In Owl Language_ “What tools can people use online to distribute courses and campaigns?”<br /> <br /> - Put a post script in your newsletter to gather feedback about how much interest there is in your service. Let your customers determine how they want to buy your offer.<br /> - You can use SendOwl or another ecommerce tool to gather purchase funds from those that buy your tool.<br /> - The important thing is to figure out early on how much people will pay for your course or campaign first.<br /> - You can take preorders if your course isn't ready yet.<br /> - I put together a Trello board and invited my potential customers to comment on what they want out of my lesson plans. That even helped in creating the lessons.</p> <p>**48:00** - How can freelancers reach you for help?</p> <p>- [DoubleYourFreelancing.com](https://doubleyourfreelancing.com/)<br /> - Reach me on Twitter! @BrennanDunn</p> <p>**49:10** - Wrap up additional resources and contact information</p> <p>Visit [SendOwl.com/POD](https://www.sendowl.com/pod) to get a 30 day free trial of SendOwl.</p> <p>If you liked this episode, **subscribe** to the Digital Hustle podcast on iTunes and the [SendOwl channel on YouTube](https://www.youtube.com/channel/UCbzM1MjvVUU6tAOzgeFrO9g).</p> <p>[How to sell online memberships and subscriptions](https://www.sendowl.com/blog/how-to-sell-subscriptions-and-memberships-online.html?utm_source=podcast&utm_medium=blog&utm_campaign=dh004&utm_content=promo1)</p>
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DH003 - How to build a niche online community - with Dan Comerchero of The Pro Audio Files
<p>**Intro:**  Hello everyone and welcome to the SendOwl Digital Hustle podcast.  Just pretend that you've accidently tapped into a telephone conversation with people that are sharing intimate details about how they found success on the internet.</p> <p> </p> <p>I’m James Milliron from SendOwl, if you want to make waves with your ecommerce business, keep listening.</p> <p> </p> <p>Our goal is to help you uncover new ideas and tools to add to your online sales strategy and that through the experience of our expert guests.</p> <p> </p> <p>This podcast is hosted by SendOwl the leading digital sales and delivery app for entrepreneurs who want to increase their online sales conversion rates, to provide a seamless checkout experience for their buyers, and for those who want to get setup up and selling in under 5 minutes.</p> <p> </p> <p>You can learn more about SendOwl by visiting [SendOwl.com/pod](www.sendowl.com/pod) where you will find a 30-day free trial waiting just for you.</p> <p> </p> <p>So, thank you everybody for tuning in.  Do subscribe to our podcast feed on iTunes or SendOwl channel on YouTube to stay up to date on future episodes.</p> <p> </p> <p>Without further ado, let’s get into it, our topic of discussion today is about how Dan Comerchero built a niche online community for recording artists, and how he monetized it.  I do have Dan here with me today. Dan thanks for joining us.  How are you?</p> <p> </p> <p>**Dan Comerchero:**  Hey good, thanks for having me.</p> <p> </p> <p>**James Milliron:** And I must say that I'm a bit terrified to be inviting onto one of our first podcast episodes somebody who is an expert in recording.  That's just a tiny bit intimidating so I hope you will take it easy on me today!</p> <p> </p> <p>**2:30** – Introduction to The Pro Audio Files.</p> <p> </p> <p>- A website and community that teaches people how to mix record and master music.</p> <p>- 600 free articles plus more in-depth courses.</p> <p>- We teach people how to mix and record music.</p> <p>- 10 contributors to produce articles and videos.</p> <p>- Our goal is only to get people involved that I fully trust and respect so I can give them complete creative freedom to do their thing.</p> <p>- That facilitates creativity</p> <p> </p> <p>**6:00** - How does giving your contributors full freedom contribute to your business?</p> <p> </p> <p>- It contributes to the quality of our content.</p> <p>- When you build a niche online business, every contributor brings their own flavour to the table.</p> <p>- It ensures that I can get the highest quality content created.</p> <p>- Quality content can generate the most revenue.</p> <p> </p> <p>**7:15** - Who is Pro Audio Files for?  Who should sign up?</p> <p> </p> <p>- Beginner and intermediate audio engineers</p> <p>- People with home studios</p> <p>- People producing their own music</p> <p>- Electronic producers</p> <p>- Musicians who want to learn more about mixing and recording</p> <p>- It's important to stay focused in your niche. We do that at Pro Audio Files</p> <p> </p> <p>**9:15** - If you don't keep a niche focus for the long run you might find that people unsubscribe and lose interest.  A niche focus helps retain the audience.</p> <p> </p> <p>- Be aware of adjacent niches also.</p> <p>- Adjacent knowledge can be very useful but if you get too far away from the core niche business then people may walk away.</p> <p>- We want to reach as many people possible without alienating our core subscribers.</p> <p> </p> <p>**11:00** - When did you start Pro Audio Files?</p> <p> </p> <p>- Seven years ago in 2010</p> <p>- I started it in college</p> <p>- I was working on an ear training app and I thought "I think it would be cool to release articles about mixing and recording so I can have a banner ad for my app on the sidebar."</p> <p>- I didn't even know what content marketing was.</p> <p>- Blogs were different back then.  Today, many people want to publish on 3rd party platforms like Medium, but there's something to be said for hosting your own content. I wanted to do that.</p> <p>- I made a post on a forum and asked a group of audio engineers to contribute to my website and I said I would pay them.</p> <p>- It was a win/win because I got great content for my site and my contributors also got to promote their own personal brands.</p> <p>- Online, you can make things happen so quickly!</p> <p>- One of our great contributors, David Glenn, somebody retweeted one of his tweets. I watched one of his YouTube videos and then sent him a DM on twitter to say, "Hey I loved your video.  Would you be interested in getting involved with the site.  You can build your brand and we can pay you."</p> <p>- 20 Seconds later David got back to me and said "Hey I love your site.  I follow it.  Let's do it."</p> <p>- Don't let an opportunity pass you by because you are afraid of hearing "no."</p> <p>- Just send the message or make the call and you'll be surprised how many people will say "yes."</p> <p> </p> <p>**15:45** - Sometimes people get social anxiety, like millennials.  We don't always feel comfortable reaching out to people.</p> <p> </p> <p>- I've had success enough times reaching out to people that I can override it or go to my therapist more often. haha</p> <p>- We put people on pedestals too often.</p> <p>- Even in audio we have "A list" engineers that seem unapproachable but they're really not.</p> <p>- People are people.  Send one email and they are down to do it.</p> <p>- If I never posted on that forum and met Matthew Weiss, I would have a totally different business.</p> <p>- I could have so easily not have sent that message...</p> <p>- If you're listening right now and there's somebody in your head that you think "I would love to do business with that person..."  Just reach out and make it happen.</p> <p> </p> <p>**17:30** - Is Pro Audio Files your first entrepreneurial venture?</p> <p> </p> <p>- I was in school for music production and interested in learning about audio.</p> <p>- I thought that I could promote this app that I had just made which is made for readers of this blog, and I would also learn a lot about audio at the same time.</p> <p>- Not only would I learn, but I would develop a platform to promote my app.</p> <p>- Outside of this, there was no other foresight.</p> <p>- It's important to be open to your project or business changing into something else.</p> <p>- You might have a vision but you have to be open to that changing over time.</p> <p>- Eventually our site became monetized!</p> <p>- I love the process of idea to execution.  That's where I'm happiest.  Pro Audio Files was the one idea that blossomed into something that I could make a living from.</p> <p>- Some of the best business opportunities are things you need for yourself.  Problems you need to solve. That's where you can build a niche online business.</p> <p> </p> <p>**21:15** - The Pro Audio Files has a monthly membership subscription.  What other revenue streams are connected to this business?</p> <p> </p> <p>- The main expense is getting high quality content on the site.</p> <p>- For two or three years all I was doing was promoting the app through the site.  That was great because it didn't fall into the app store abyss.</p> <p>- I couldn't make a living off of it back then.</p> <p>- Somebody approached me and said they wanted to put a banner ad on my site.  I was ecstatic!</p> <p>- Back in the day it was bliss to get 1000 visitors to the website.</p> <p>- When we got the banner ad proposal for a couple hundred dollars per month I was excited.</p> <p>- Fast forward a couple years.  We had a lot of interest in how to mix hip-hop.  We had a lot of organic Google traffic coming from these terms.  Matt wanted to make a paid course on this.  So we decided to do it.</p> <p>- We made a landing page and packaged the course.  We were charging way too little for it but we made a couple thousand dollars and were hyped because the site was making money.</p> <p>- Now we have 15 or 20 paid courses, the [membership site](https://www.sendowl.com/blog/how-to-sell-subscriptions-and-memberships-online.html?utm_source=podcast&utm_medium=blog&utm_campaign=dh003&utm_content=promo1), and ad revenue coming from Google. </p> <p>- Every couple of years we keep pushing it forward and test what is and isn't working.</p> <p>- Don't become too romantic about an idea.  Test it and if it works do it.  If it doesn't, move on.</p> <p>- When I hired an editor it freed me up to do things other than editing the site.  That was a big win for us.</p> <p>- Figure out how to put systems in place that help you scale to your business goals.</p> <p> </p> <p>**27:15** - As you build a niche online business, do you offload or outsource the tasks that you don't like to do or do you offload tasks that you're not good at?</p> <p> </p> <p>- You can't just outsource things you don't like.</p> <p>- There are some very specific things that only you can do.</p> <p>- It doesn't make sense for me to outsource business development.</p> <p>- Tasks that I don't enjoy and also don't require a specific skill that only I have, that is something I can outsource.</p> <p>- Entrepreneurs struggle with being control freaks, but you have to offload tasks to grow.</p> <p> </p> <p>**29:20** - What ecommerce tools are you using to sell online?</p> <p> </p> <p>- We use WordPress for the blog and [membership site](https://www.sendowl.com/blog/how-to-sell-subscriptions-and-memberships-online.html?utm_source=podcast&utm_medium=blog&utm_campaign=dh003&utm_content=promo1).</p> <p>- We sell all the products on SendOwl.</p> <p>- We use Member Mouse for our membership site.</p> <p> </p> <p>**30:10** - What about other people that use your website.  Do you have members of your community that are selling their work online?</p> <p> </p> <p>- The music industry is really tough.  It's hard to make money.</p> <p>- I switched from music performance to music production was because it felt more tangible and lucrative.</p> <p>- It's important to have your hand in a lot of different things.</p> <p>- A lot of people using our site are running their own studios.</p> <p>- You can purchase the complete bundle of courses from Matthew Weiss for $350 and get full access to Q&A and everything.  You don't have to go to college for it anymore if you don't want to.  Obtaining the knowledge is much easier.</p> <p>- People are making money off of what they learn at Pro Audio Files.</p> <p> </p> <p> </p> <p>**33:15** - How might SendOwl customers use Pro Audio Files to get help with their creations?</p> <p> </p> <p>- Pro Audio Files can help any musician expand on their skillset so that they can produce better tracks faster.</p> <p>- For under $1000 you can have your own rig.  A midi controller, an interface, a single microphone and an instrument are all you need to create great stuff.</p> <p>- There's no stigma attached to being a "bedroom producer."</p> <p>- You can use Pro Audio Files to expand your knowledge and make better music.</p> <p> </p> <p>- One great idea to do: If you read an article you like on a website, reach out to the author and see what you can do together.  You never know!</p> <p> </p> <p>**36:30** - Tell me about your experience with SendOwl.</p> <p> </p> <p>- I love SendOwl</p> <p>- I switched to SendOwl from the first ecommerce platform that we used.</p> <p>- I appreciate the thoughtful UI and design.</p> <p>- I switched everyone with an audio website over to SendOwl so I could take advantage of the affiliate program.</p> <p>- I also think it's cool that George, the founder, does customer service and I get messages from him.</p> <p> </p> <p>**38:40** - What's it like to start a niche community?</p> <p> </p> <p>- I don't really know what it's like to start a business with a broad reach.  I sometimes wonder if that increases the fad factor.</p> <p>- It's easier to build a tight-nit community when it's a niche thing.  Everybody is passionate about it.</p> <p> </p> <p>**40:00** - At what point did you have to put in the most hustle to overcome a slow time?</p> <p> </p> <p>- Every day!  I have to remind myself to keep going at it.</p> <p>- It's scary running your own business because there's no net underneath.</p> <p>- I have to constantly remind myself not to let the good things make me complacent.</p> <p>- I hustle on different aspects of the business to keep pushing it forward.</p> <p>- I reinvest every cent that I have into it and I put every day into it.</p> <p>- You have to meditate on "what's the best use of my time right now?"</p> <p>- Make sure you hustle in the right places.</p> <p> </p> <p>**43:10** - Our listeners are always looking for a cool new marketing idea.  What was one marketing thing that you did which propelled your business forward?</p> <p> </p> <p>- If you run your own business and you have video but you're not transcribing the video, that's a huge missed opportunity.</p> <p>- We transcribe the video and upload it all on YouTube.  We keep the full transcript because Google can't understand the words in the video, but the transcription can be indexed.</p> <p>- That's been a big SEO win lately.</p> <p>- Also, find what you're good at and go all in on that.  For us, that was Facebook Ads.</p> <p> </p> <p>**45:30** - What is better? To dabble in a number of different marketing ideas to see what works, or should you go after one specific marketing idea at a time and go all in with it?</p> <p> </p> <p>- What do you enjoy and what do you think is sustainable?</p> <p>- When I get into something and enjoy it, I can go all in and focus on it.</p> <p>- Test a lot of things at first before you go all in.</p> <p>- You don't need the quantity if you set up the right funnels for it.</p> <p>- Notes in this section about maximizing what is already working.</p> <p>- It doesn't matter if the content is old.  If it's a new audience to target, it's new to them.</p> <p> </p> <p>**50:30** - The best content in the world that you can turn into a business is quality.  It's not free, it's sold.</p> <p> </p> <p>- We'll put out a quick tip on YouTube, but it's not the full picture.  They watch the free video, see the style of the video and the quality of the education, then they end up on the course page with testimonials.  Then the next step is to sign up.</p> <p> </p> <p>**53:00** - A fun question, have you met any celebrities?</p> <p> </p> <p>- I've met people that are mixing pop tracks on the radio.  They're all just super cool normal people.  Accessible and not on a pedestal.</p> <p>- One of the first backlinks we got was from DJ 8-Track.  He had a blog and he linked to our article. </p> <p>- I reached out to a few respected audio engineers and they agreed to do interviews.  Everyone can help each other with mutual value.</p> <p>- Everyone is connected online these days.</p> <p> </p> <p>**55:15** - Q&A with SendOwl</p> <p> </p> <p>_In Owl Language_ “Do you follow [Gary Vee](https://www.youtube.com/user/GaryVaynerchuk) and [Tai Lopez](https://www.youtube.com/user/tailopezofficial) on YouTube?”</p> <p> </p> <p>- Gary V is all about Hustle Hustle Hustle.</p> <p>- Tai Lopez is all about don't work harder, work smarter.</p> <p>- There was a war between the two of them online which was funny.</p> <p>- Actually though, it's finding a middle ground between the two to make your business successful.</p> <p>- Find something that works and go 1000% in on it.</p> <p> </p> <p>**58:20** - Where can people find more information about Pro Audio Files and how to get in touch?</p> <p> </p> <p>- [TheProAudioFiles.com](http://www.theproaudiofiles.com)</p> <p> </p> <p>**1:00:00** - Wrap up additional resources and contact information</p> <p> </p> <p>Visit [SendOwl.com/POD](https://www.sendowl.com/pod) to get a 30 day free trial of SendOwl.</p> <p> </p> <p>If you liked this episode, **subscribe** to the Digital Hustle podcast on iTunes and the [SendOwl channel on YouTube](https://www.youtube.com/channel/UCbzM1MjvVUU6tAOzgeFrO9g).</p> <p> </p> <p>[How much should I charge for my digital product?](https://www.sendowl.com/blog/how-much-should-i-charge-for-my-digital-product.html?utm_source=podcast&utm_medium=blog&utm_campaign=dh003&utm_content=promo1)</p> <p> </p> <p> </p> <p> </p>
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DH002 - How to increase online sales conversion rates
<p><strong>Episode 2: How to increase online sales conversion rates</strong></p> <p> </p> <p><em>“Do we accept Beak Coins?  Are Beak Coins the currency of the digital owls surfing around the internet?  Yes, they are!”</em></p> <p> </p> <p><strong>Intro</strong>:  Hello everyone and welcome to the SendOwl Digital Hustle podcast the show where we get deep into the details and sometimes into the weeds with today’s movers and shakers in the online space.</p> <p> </p> <p>I’m James Milliron from SendOwl, if you want to make waves with your ecommerce business you have tuned into the right frequency.</p> <p> </p> <p>Our goal is to help you uncover new ideas and tools to add to your online sales strategy and that through the experience of our expert guests.</p> <p> </p> <p>This podcast is hosted by SendOwl the leading digital sales and delivery app for entrepreneurs who want to increase their online sales conversion rates, to provide a seamless checkout experience for their buyers, and for those who want to get setup up and selling in under 5 minutes.</p> <p> </p> <p>You can learn more about SendOwl by visiting <a href= "https://www.sendowl.com/pod">SendOwl.com/pod</a> where you will find a 30-day free trial waiting just for you.</p> <p> </p> <p>So, thank you everybody for tuning in.  Do subscribe to our podcast feed on iTunes or on the SendOwl channel on YouTube to stay up to date on future episodes.</p> <p> </p> <p>So, let’s get into it, our topic of discussion today how to increase digital sales conversion rates.  And guess who’s back!  George Palmer back again on his own podcast, the founder of SendOwl!  Welcome back George!</p> <p> </p> <p><strong>George Palmer</strong>:  Thank you very much.  I am yet again humbled that you are having me back on the podcast of the company that I founded.</p> <p> </p> <p><strong>James Milliron</strong>: Why don’t we jump in here.  We’re talking about digital sales conversion rates.  That can mean a lot of different things to a lot of different people.  George, how would you define digital sales conversion rates in your own words?</p> <p> </p> <p><strong>2:00</strong> – How to define digital sales conversion rates.</p> <p> </p> <ul> <li>There are two conversion rates people talk about.</li> <li>One: True conversion rates. The number of visitors that come to your site versus the number that sign up.</li> <li>Two: Cart conversion rates. The number of people who click on buy product versus the number of people that actually complete the checkout.</li> </ul> <p> </p> <p><strong>3:30</strong> – We are not talking about marketing conversion rates.  We are talking about making an actual sale</p> <p> </p> <ul> <li>Marketing conversion rates can help increase your sales. But you’re not getting paid for those so for today we’re talking about converting visitors that have already made it to your site.</li> </ul> <p> </p> <p><strong>4:15</strong> – Why is it important to measure conversion rates at all?</p> <p> </p> <ul> <li>What gets measured gets managed</li> <li>Start measuring so you can start tweaking</li> </ul> <p>            </p> <p><strong>5:10</strong> – What is a “good” conversion rate?</p> <p> </p> <ul> <li>There is no correct answer…</li> <li>Amazon has 8% conversion rates – a very low number.</li> <li>SendOwl sellers drive targeted traffic and sell a specialized product. Those conversion rates on a personalized site end up being a lot higher. It’s possible to hit 30% plus.</li> <li>Advertising can decrease conversion rates but increase sales.</li> <li>It can be complicated and confusing. So, we’ll talk about it.</li> <li>Set up conversion rate tracking now so you can start monitoring results now.</li> </ul> <p> </p> <p><strong>8:30</strong> – <a href= "https://www.sendowl.com/blog/how-to-improve-conversion-rate-part1.html"> How can I improve my conversion rate</a>?</p> <p> </p> <ul> <li>One: Increase the number of people that buy.</li> <li>Two: Increase the number of people visiting your site.</li> <li>Design is important depending on how technical your audience is.</li> <li>The aim of design is to get people to focus on what is important on the page. The product, the values, the social proof.  Design well to look like you know what you are doing.</li> <li>When we redesigned our website, we changed the design and not the copy, and the design alone had a 40% lift in conversion rates.</li> <li>Copy/Content. The words you use communicate your unique angle in the market.</li> <li>Most people buy emotionally, not logically. If you can connect with them emotionally through good copy, you can increase your conversion rates drastically. </li> <li>Checkout Process. People think there is a “best checkout” that will work out for all domains.  That’s just not true.</li> <li>Customization for checkouts is important.</li> <li>The less technical the audience, the more they are expecting to enter things like postal address, regardless of whether they need to for a digital item.</li> <li>Trust icons are very important.</li> </ul> <p>            </p> <p><strong>16:00</strong> – What should I say on my checkout page?  Is there an optimized way to go about communicating my product properly?</p> <p> </p> <ul> <li>Show don’t tell.</li> <li>Don’t just say you have good customer support if you think you have it. Demonstrate it with a quote. </li> <li>If you are selling an eBook, show a page or two of your eBook so they can see the quality of what they are purchasing.</li> <li>Also, talk in terms of benefits instead of just talking about features.</li> <li>Super Mario reference: Feature is you can eat a flower. Benefit is you can destroy more monsters.</li> </ul> <p>            </p> <p><strong>22:15</strong> – What are some ways people can use media to increase sales conversions?</p> <p> </p> <ul> <li>A picture is worth a thousand words. A photo can communicate a lot.</li> <li>Video is a step up from images. If possible experiment with communicating big ideas in video.</li> <li>Just don’t be excessive. If there is too much on the page, people can get distracted and lose focus on buying.</li> <li>Don’t link to other sites. People will leave your page and you will lose sales.</li> <li>Show them the benefits of your product.</li> </ul> <p>            </p> <p><strong>23:30</strong> – What can we do to increase the credibility of our brand?</p> <p> </p> <ul> <li>Social proof is the classic example.</li> <li>Testimonials. Quotes from influencers in your sector.</li> <li>If a physical store you can see the products and the vibe with your own eyes. You don’t get that on the internet.  So, reviews really come into play on the web.</li> </ul> <p>            </p> <p><strong>28:00</strong> – How do I make a good call to action?</p> <p> </p> <ul> <li>Colors of buttons don’t make much of a difference. The most important part is that the button stands out. </li> <li><a href= "https://blog.kissmetrics.com/ab-testing-introduction/">A/B testing</a> button colors will mostly be a waste of time.</li> <li>The copy that you use on the button does make a big difference such as “buy now” or “only 16 remaining.”</li> <li>You’re much better spending your time on the page content because once somebody sees the call to action button they have already made their decision based on website content.</li> </ul> <p> </p> <p><strong>30:45</strong> – How important is mobile optimization?</p> <p> </p> <ul> <li>This year (2017) Google will be favoring mobile optimized checkouts.</li> <li>Shopify announced last year that more people are checking out on mobile than desktop.</li> </ul> <p>            </p> <p><strong>32:00</strong> – How does website loading time affect sales conversion rates?</p> <p>            </p> <ul> <li>A 200 millisecond slower loading speed can cause big losses in page engagement. That will absolutely cause your conversions to drop.</li> <li>It’s also <a href= "https://blog.kissmetrics.com/loading-time/">incredibly frustrating</a> using a slow website. So, don’t irritate your buyers with a slow site.</li> </ul> <p> </p> <p><strong>34:00</strong> – Does image optimization and cleanliness of code affect conversion rates?  Is it more of a problem with SEO or is it about customer frustration?</p> <p> </p> <ul> <li>If you use big images, you will have a <a href= "https://blog.kissmetrics.com/speed-is-a-killer/">slower site</a>. It would affect your SEO ranking also which would reduce your incoming traffic.</li> <li>Major structural issues with your site will hurt the usability of your site which would obviously affect conversion rates.</li> </ul> <p> </p> <p><strong>35:40</strong> – How can we set a good expectation at the beginning of the checkout experience so people will complete the buying process?</p> <p> </p> <ul> <li>The type of checkout you use depends on the audience.</li> <li>If your buyers are technical all you’ll need is a credit card and an email address.</li> <li>If you’re selling a carpentry product to people are retired, you’ll also want to capture a postal address, contact number, and trust symbols. Because this is what that crowd is used to.</li> <li>Know your audience and match to their expectations.</li> <li>If you’re not sure about that, research where they hang out online.</li> </ul> <p> </p> <p><strong>38:00</strong> – Do people actually care about trust symbols?</p> <p> </p> <ul> <li>Trust symbols mean absolutely nothing… but they do reassure many non-technical buyers. So, they do serve a purpose. </li> </ul> <p> </p> <p><strong>39:10</strong> – Is it physically possible to give a completely custom tailored checkout experience for your buyers?</p> <p> </p> <ul> <li>PayPal doesn’t give you much customization.</li> <li>Something like SendOwl can let you customize colors, add your logo, remove fields, add fields, and several other things to get your checking matching your brand.</li> <li>It’s always better to reinforce your brand and color scheme.</li> </ul> <p>            </p> <p><strong>40:40</strong> – How can we make sure that people understand what they are going to pay at the end of the checkout experience?  Considering things like sales tax and shipping.</p> <p> </p> <ul> <li>People want to know what they’re getting into in regard to pricing.</li> <li>It’s always good to give them some idea of what the cost will be on the first page.</li> <li>Don’t try to be sneaky and bolt on extra costs on the end.</li> <li>If you think buyers will need to pay extra shipping costs because of location, feel free to make a note about it.</li> <li>Some people do leave a checkout if they get ambushed by increased costs at the end.</li> </ul> <p> </p> <p><strong>43:45</strong> – Do payment methods affect <a href= "https://www.sendowl.com/blog/how-to-improve-your-conversion-rate-part2.html"> conversion rates</a>?</p> <p> </p> <ul> <li>This is huge.</li> <li>People already know at the beginning of the checkout experience how they wish to pay.</li> <li>If you only limit your checkout to PayPal processing, you’ll lose a lot of business.</li> <li>Give them a choice. There are a lot of people who love PayPal and will only use PayPal.  Others hate them.  Give them options.</li> <li>Adding additional payment methods will massively increase your conversion rates.</li> <li>There are alternative payment methods like <a href= "https://www.bitcoin.com/">Bitcoin</a> and <a href= "http://www.apple.com/apple-pay/">Apple Pay</a>. When we added Apple Pay to SendOwl’s checkout as an option it significantly increased conversions for a lot of people.  Now you don’t have to enter in any credit card or address information.  It’s just a finger print scan and your purchase is done.</li> <li>A lot of countries also have specific payment solutions. So, if you are doing business globally you should find ways to integrate those local payment methods.</li> </ul> <p>            </p> <p><strong>48:00</strong> – Many people leave the checkout process before they click “pay.”  How do we bring them back?</p> <p> </p> <ul> <li><a href= "https://www.sendowl.com/blog/cart-abandonments.html">Cart abandonment tools</a> are the key to brining people back.</li> <li>Send them a discount offer to complete their purchase.</li> <li>Send them an email to remind them to come back and buy.</li> <li>A simple reminder or a discount code can bring a lot of buyers back.</li> <li>Cart abandonment takes 60 seconds to set up. In the worst-case scenario, you won’t get any sales.  In the best-case scenario, you will get a lot of extra sales.</li> </ul> <p> </p> <p><strong>50:20</strong> – Let’s say that someone is 100% convince to buy.  We have a guaranteed conversion.  Is there anything we can do within the checkout experience that can bring in more revenue per sale?</p> <p> </p> <ul> <li>Upsells are my favorite.</li> <li>When somebody buys product “x” you offer them product “y” for additional money.</li> <li>You can have them switch from “X” to “Y” or you can offer them “Y” in addition to “X”.</li> <li>The best upsell tools will even let you upsell somebody after they’ve already pressed the “buy” button. They’ve already put the card in, so the upsell is immediate.</li> </ul> <p>            </p> <p><strong>54:30</strong> - Q&A with SendOwl</p> <p> </p> <p>             <strong>[In Owl Language]</strong> “How much can you customize the checkout with SendOwl?”</p> <p>            </p> <ul> <li>You can manipulate the HTML and CSS.</li> <li>I’ve seen SendOwl checkouts that I didn’t recognize because people were able to customize the checkout so much.</li> </ul> <p> </p> <p>             <strong>[In Owl Language]</strong> “Do we accept Beak Coins?  Are Beak Coins the currency of the digital owls surfing around the internet?”</p> <p> </p> <ul> <li>Beak Coins are not translatable into to dollars or pounds so we can’t consider using them at this time.</li> </ul> <p> </p> <p> </p> <p><strong>57:00</strong> – Wrap up additional resources and contact information</p> <p> </p> <p><strong>Visit</strong> <a href= "https://www.sendowl.com/pod"><strong>SendOwl.com/POD</strong></a> <strong>to get a 30-day free trial of SendOwl.</strong></p> <p><br /> If you liked this episode, <strong>subscribe</strong> to the Digital Hustle podcast on iTunes and the <a href= "https://www.youtube.com/channel/UCbzM1MjvVUU6tAOzgeFrO9g">SendOwl channel on YouTube</a>.</p> <p> </p> <p><a href="http://www.helpscout.net/blog/value-proposition/">The Art of Creating a Magnetic Value Proposition</a></p> <p><a href="https://www.sendowl.com/blog/checkout-upsells.html">One Click Upsells</a></p> <p><a href= "https://www.sendowl.com/blog/how-much-should-i-charge-for-my-digital-product.html"> How much should I charge for my digital product?</a></p>
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DH001 - How to publish and sell an eBook
<p><strong>Episode 1: How to publish and sell an eBook</strong></p> <p> </p> <p><em>“So if you’re selling a product at 5000 euros you probably only need to sell two of those a month and you have yourself a full-time business.”</em></p> <p> </p> <p><strong>Intro</strong>:  Hello everyone and welcome to the SendOwl Digital Hustle podcast the show where we get deep into the details and sometimes into the weeds with today’s movers and shakers in the online selling space.</p> <p> </p> <p>I’m James Milliron from SendOwl, and if you want to make waves with your ecommerce business you have tuned into the right frequency.</p> <p> </p> <p>Our goal is to help you uncover new ideas and tools to add to your online sales strategy and that through the experience of our expert guests.</p> <p> </p> <p>This podcast is hosted by SendOwl the leading digital sales and delivery application for entrepreneurs who want to increase their online sales conversion rates, to provide a seamless checkout experience for their buyers, and for those who want to get setup up and selling in under 5 minutes.</p> <p> </p> <p>You can learn more about SendOwl by visiting <a href= "https://www.sendowl.com/pod">SendOwl.com/pod</a> where you will find a 30 day free trail waiting just for you.</p> <p> </p> <p>So thank you everybody for tuning in.  Do subscribe to the podcast feed on iTunes or on the SendOwl channel on YouTube to stay up to date on future episodes.</p> <p> </p> <p>So let’s get into it, our topic of discussion today is how to publish and sell an ebook and today we're kicking off our first podcast with our very own George Palmer the owner and founder of SendOwl.</p> <p> </p> <p>What’s happening George?!</p> <p> </p> <p><strong>George Palmer</strong>:  Hi James thanks for having me and it’s very strange to be invited as a guest to a podcast for my own company.</p> <p> </p> <p><strong>James Milliron</strong>: I’m actually really excited to have you speaking to kick off even though we have a great line up of future podcast guests, because digital hustle is something you know a lot about.  Why don’t we start off by giving the listeners a quick intro on how you started SendOwl and how it relates to our topic of ebooks.</p> <p> </p> <p><strong>2:15</strong> – How George Palmer started <a href= "https://www.sendowl.com/ebooks">SendOwl as a means to sell his eBook</a>.</p> <p> </p> <p><strong>4:50</strong> – Agenda and introduction to the main content</p> <p> </p> <ul> <li>What you should do before you start writing your eBook</li> <li>What you should do during the process of writing your eBook</li> <li>How to prepare for publication</li> <li>Pricing and publishing your eBook</li> <li>Distribution</li> <li>Go to market strategy</li> <li>How to maximize all the efforts you’ve made after the launch</li> </ul> <p> </p> <p> </p> <p><strong>5:25</strong> – How can someone go about finding a good eBook idea?</p> <p> </p> <ul> <li>Determine what you’re good at.</li> <li>It’s easy to forget that the average person on the street doesn’t know as much as you do about your choice topic.</li> <li>Take your knowledge and get it into a really accessible form.</li> </ul> <p> </p> <p><strong>8:15</strong> – If I’m writing an eBook should I choose a topic that I think will sell or should I choose a topic that I enjoy writing about?  What’s the balance?</p> <p> </p> <ul> <li>If you choose an extremely niche topic that only 100 people are interested in, you will have a hard time.</li> <li>So you should consider that your topic is sellable.</li> <li>Out of the two options, you should still choose something you enjoy writing about or you will hit a wall.</li> </ul> <p> </p> <p><strong>10:00</strong> – Should I use my own name or an alias/stage name?</p> <p> </p> <ul> <li>It’s personal choice but personal brand will become more and more important as time goes on.</li> <li>Only choose a pen name if there is some conflict of interest in your life that would make it so your book shouldn’t have your name attached to it.</li> </ul> <p> </p> <p><strong>10:50</strong> – How do I come up with a good title?</p> <p> </p> <ul> <li>Leave it to the end. You have 3 to 5 words to get across the content and your unique angle.</li> <li>Ask someone who is good with words to help you with it.</li> <li>Don’t get too hung up on titles before you start writing.</li> </ul> <p> </p> <p><strong>12:20</strong> – Is there any way to know whether or not my book will be successful before I begin?  Are there any tests I can do to gauge the market?</p> <p> </p> <ul> <li>Throw $100 at <a href="https://adwords.google.com/">Google AdWords</a>.</li> <li>Bid on the keywords you’re interested in.</li> <li>Send people to a simple <a href= "http://www.wix.com/">Wix</a></li> <li>Create a buy button.</li> <li>When they click it, say you’re not ready yet but leave your email and we’ll notify you when it’s ready.</li> <li>This will give you an idea of the conversion rate you might get from your website eBook.</li> <li>This will help you see if the market fit is wrong or if there are enough people interested.</li> </ul> <p> </p> <p><strong>15:00</strong> – I have a lot of ideas about my next upcoming eBook. Should I just start writing or do I need a plan?</p> <p> </p> <ul> <li>When you have the enthusiasm, start writing. But don’t write the whole book like this.</li> <li>Create a plan for the structure of the book so you can see how you can market it when finished.</li> <li>You can’t do anything in life without a plan!</li> </ul> <p> </p> <p><strong>17:20</strong> – How can we mitigate distractions while writing?</p> <p> </p> <ul> <li>See where you can find an extra hour in your day.</li> <li>Set aside that one hour with zero distractions.</li> <li>Turn off technology so you can focus.</li> <li>You must be dedicated to do it.</li> <li>Keep resources available throughout the day so you can pen down your ideas.</li> <li>If you work from home one day a week, use your commute as writing time.</li> </ul> <p> </p> <p><strong>22:10</strong> – Is there anything else I can do while writing my eBook to start building awareness?  Is this the right time to start doing these activities?</p> <p> </p> <ul> <li>Build a community of followers ASAP.</li> <li>Offline communities convert faster, so try to build relationships in the community.</li> <li>The benefit of an online audience is it scales faster.</li> <li>Hang out in places where your consumers will be.</li> <li>Get involved in Facebook groups, Twitter, etc.</li> <li>Once your book is ready you can market to these people.</li> <li>You can use this as a platform to start gathering feedback for your book so you can make changes.</li> <li>You might also get testimonials about the quality of your book by sharing a first draft with influencers.</li> </ul> <p>            </p> <p><strong>26:30</strong> – We have a first draft ready.  What else should I do before I’m ready for publication.</p> <p> </p> <ul> <li>Think about graphics for your book, should you hire or buy the rights to existing images?</li> <li>Hire a proofreader.</li> <li>Think about how you will convert it into something sellable.</li> <li>Start preparing a go-to-market plan.</li> </ul> <p> </p> <p><strong>28:00</strong> – What’s the best file format to use for <a href= "https://www.sendowl.com/blog/how-to-publish-an-ebook.html">publishing an eBook</a></p> <p> </p> <ul> <li>There are 3 formats.</li> <li>.PDF</li> <li>.MOBI</li> <li>.EPUB</li> <li>Never publish a finished version in Microsoft Word or another editable format.</li> </ul> <p> </p> <p><strong>29:55</strong> – How do we get our finished eBook in front of an audience.</p> <p> </p> <ul> <li><strong>Option 1</strong>: Sell via marketplace by using something like Amazon.</li> <li>Amazon would take 30% – 70% of your profit.</li> <li>They give you a platform for people to search for your eBook.</li> <li>Another downside is you don’t get to keep data on your buyers. You miss out on email data and other useful stats.</li> <li><strong>Option 2</strong>: Sell direct from your own website.</li> <li>In this way you can save all the email and customer data.</li> <li>You get to upsell and cross-sell other products to them later.</li> <li>You get complete control on your pricing.</li> <li>If you sell direct you can sell eBooks at prices up to and over $100.</li> <li><strong>More details in this section about eBook sales math.</strong></li> <li>One example here about an eBook writer who made a fortune on his 100 page book at a very high price.</li> </ul> <p> </p> <p><strong>37:30</strong> – Other preparations for a go-to-market launch</p> <p> </p> <ul> <li>Hype around your product creates desirability. Setting a launch date can be helpful for this.</li> <li>Announce to social media.</li> <li>Announce to your email list.</li> <li>Set up affiliate deals to get others talking about your eBook.</li> <li>Get your “buy button” live on your own website.</li> <li>Make it all happen on one day!</li> </ul> <p> </p> <p><strong>40:00</strong> – What are some tips that we can use to maximize the effort of our sales post launch?</p> <p> </p> <ul> <li>Get your buyers on a mailing list so you can sell to them again in the future.</li> <li>Create a secondary product on a similar topic to use as an upsell.</li> <li>It’s easier to sell to an existing customer than a brand new one.</li> </ul> <p>            </p> <p><strong>42:20</strong> – Q&A with SendOwl</p> <p> </p> <p>             <strong>[In Owl Language]</strong> “What is the most innovate eBook that anyone has ever created?”</p> <p> </p> <ul> <li><a href="https://annkullberg.com/">Colored Pencil Magazine</a></li> </ul> <p> </p> <p>             <strong>[In Owl Language]</strong> “What is the most expensive eBook you’ve seen?”</p> <p> </p> <ul> <li>Market research report on mobile phone apps. Sells for EUR 5000.</li> </ul> <p> </p> <p><strong>45:30</strong> – Additional resources</p> <p> </p> <ul> <li><a href= "https://www.sendowl.com/blog/how-to-publish-an-ebook.html">Blog articles</a></li> <li><a href="https://docraptor.com/">PDF file creators</a></li> <li>Get started now! Get stuff done!</li> </ul> <p> </p> <p><strong>46:30</strong> – Wrap up and contact information</p> <p> </p> <p><strong>Visit</strong> <a href= "https://www.sendowl.com/pod"><strong>SendOwl.com/POD</strong></a> <strong>to get a 30 day free trial of SendOwl.</strong></p> <p><br /> If you liked this episode, <strong>subscribe</strong> to the Digital Hustle podcast on iTunes and the <a href= "https://www.youtube.com/channel/UCbzM1MjvVUU6tAOzgeFrO9g">SendOwl channel on YouTube</a>.</p> <p> </p>
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