Digital Marketing Isn't Hard, It's Misunderstood transcript

If you want to grow your business faster, I'm going to explain exactly how to do it. Because the truth is, if you are struggling to get customers, it's not because digital marketing is hard. It's because you are simply over complicating [music] it. I have cracked every single channel that there is. Built 2,000 funnels in a,000 plus niches to generate my clients over $10.2 billion in sales. And here are my eight non-obvious hacks of how digital marketing actually [music] works.

And if you apply them correctly, you'll never need to worry about money ever again. But to make all of these hacks work, you need one master key. Every single channel on the internet are playing one of two games. So, let's start with the demand capture game. And this is the game that everybody tells you is either too complicated or too competitive. Everyone thinks that Google Ads is just too complicated. They log into the dashboard, they see all of these features that are available.

You've got AIAX, PMAX, all these different bidding types and campaign objectives. But when you boil it down to its first principles, Google Ads is really demand capture in its purest form. Which brings us to hack number one. Basically, what we're doing is we are targeting people that have what I call a bleeding neck. They have an urgent problem that they need an immediate solution for. And you don't need to be a masterful copywriter or a persuasive genius in order to make this traffic channel work because these are people that already have a need.

And this is exactly [clears throat] where I tell every single business to start because you don't need to be highly skilled to convert this traffic cuz these people are already actively looking for solutions. So here's how you can apply this right now directly in your own business. In any given market, there are always four to five keywords that I call coliseum keywords. It's the keyword that your entire marketplace sits around.

And while there are hundreds of different keywords that it is that you can target, there are always these four to five that represent 80% of the search traffic and the business that there is to be made in this niche. And what I want you to do is identify those four to five keywords in your market. So the way that you do this is you sign up to a Google Ads account. You start going in there and setting up your campaign.

And when you do that, you're going to be hit with a search term part. And it's where you can start to populate certain keywords and search terms. and Google will actually tell you how many searches that there are for those given terms. And what most people do is they get all carried away and they start to add hundreds of different keyword combinations that are relevant to what it is that they're selling. And you might be thinking, Subrey, why shouldn't I target all of these keywords?

Well, the reason for that is is depth always beats breadth. So, what do I mean by that? Well, if you've got hundreds of different keywords, the way that Google ads work is all based on keyword relevance and your relevancy score. meaning how relevant is the page that you are sending people to and the experience that those users are having once they click on your ad. All Google wants to do is to provide their users with the best experience.

So what we want to do is we want to pick these four to five coliseum keywords and we want to build a standalone landing page and go super super deep and answer all the questions, give all the information that that searcher could possibly be looking for. and that is going to give them the best user experience. Our quality score is going to go up, our cost per click is going to go down and we are going to get all the premium traffic in this niche.

So what you want to do is isolate what those four to five coliseum keywords are in your market. You only want to run search ads. You do not want to run pmax. You do not want to run a max. And in terms of the targeting, don't go for broad match. Don't go for phrase match. Just do exact match. And what that basically means is that your ads are only going to trigger when someone types in that exact keyword where if you pick phrase or broad match, it's going to trigger your ads for a whole bunch of keywords that include what your coliseum keywords are and all the different variations of added keywords in there.

And what that results in is your budget gets burnt up on keywords that you typically don't want to be appearing for in the first place. Then what you want to do is you want to sit in the shoes of your customer. is someone is searching for this keyword, what is it that they're looking for? What are the answers? What are the solutions to the problems that it is they're looking for? And you want to make sure that your ad matches the same scent as your landing page and that you're not only just getting people to click, but then you are delivering on that click on the actual landing page.

And you have all the pertinent information that someone would want to know after they've clicked on your ad. And then you do this for each coliseum keyword so that you are basically getting traffic at a discount and you're bringing in the most highly relevant buyers possible. And this is hack number one. Capture demand using coliseum keywords. And this isn't theory. This is the exact tactic that I use to go from my bedroom desperately cold calling businesses with nothing more than $50 to my name to becoming a shark on Shark Tank.

So do not over complicate it. The way that you build a brick wall is one brick at a time. But there is one more tactic to deploy on demand capture that does not cost you a single scent per click. And right now it is the biggest arbitrage on the internet. Which brings us to hack number two. Everybody thinks that AI has killed SEO. Everyone's spending hours a day on Claude and Chat GPT. But if you actually look at the stats, there are more searches conducted on Google this year than any other time in history.

So while a lot of people are abandoning SEO and this strategy because some guru on the internet told them that SEO is dead but right now if you do things correctly you also find yourself pulling in thousands of visits per month also from ChatGpt and Claude because fundamentally they are still using the same data set that Google uses to rank websites for their ask engines. All we are doing is basically capturing the demand that is already present on the marketplace from the people that are actively searching for solutions to their problems.

But instead of paying Google a cost per click to appear it, we are basically optimizing our website. So when Google crawls it, it sees it as being the most pertinent and important website for that particular search term. And this is exactly how it is that I recommend doing it. What you want to do is start a very smallcale Google ad campaign to begin with. And you want to find out what are the keywords that are actually driving most of your sales and also most of your leads.

And you might be thinking, Sabri, >> you just said that I can do this for free. >> Hear me out. I only recommend spending a couple of hundred, if not a couple of thousand to find out what those keywords are to begin with. Then you can turn off your Google ads if [music] you wish. And the reason why is that SEO is a slow burn. This thing takes [music] weeks, if not months. And so you want to make sure that you are building a house on the best foundation possible.

And the only way to know that for certain is to actually run some ads, get some data, and then to select what are those four to five keywords that it is you're going to be targeting with your SEO strategy. Once you've done that, what I want you to do is to fire up Google and to search for that coliseum keyword. Then I want you to scroll all the way down to the bottom of the page. And what you will see is Google will show you all the other searches that people are doing also that are in relation to this search term that it is that you're searching for and all the questions that it is that they've got around that.

And this is like spying on your market. And it's allowing you to be a fly on the wall and see what is on my prospect's mind. What is the information that it is that they're searching for? What are the questions that it is that [music] they've got? And so what we want to do is we want to take all of those different questions and all those related search terms and we want to stick them onto a Google document. [music] Then you want to build a standalone page on your website for not only your coliseum keyword that sits at the very top of the Christmas tree.

But then you're going to have all these related searches and all the questions that they've got underneath that. and you are going to write the most contentrich piece of page that really delivers and answers every single question that somebody has got around that coliseum keyword. And don't be lazy and do not go to claw. Do not go to chat chippy to do this. You want to think about a real human reading this page and getting real value from it.

Coming back to what Google is optimizing for. They are optimizing to give their users the best user experience possible. Is it a good user experience to go on Google and to click on a whole bunch of rankings and to read AI slop? No, it is not. And so, because they don't want to lose that search market share, they're going to be doing everything in their power to make sure that that highquality content surfaces [music] to the top.

And if you were just to have a look at it, more often than not, human written content is going to be greater value in depth for the users than an AI slop is. Then, once you've done that, you want to stack the trust signals. You want to set up a Google My Business listing page. You want to start building back links to your website. You want to start getting organic press and other articles mentioning your brand and pointing back to your website.

Google's ranking system is based off the Harvard referencing system where the more citations a piece of content has, the more relevant and pertinent and important and credible that it is. So, the more people that are linking to your website out there on the internet, [music] the better. And you want to do all this while your competitors are quitting SEO. They're looking at meta ads. They're pouring all their money into Google and meta ads.

And so there couldn't be a better time to invest in SEO than right now, which is hack number two, demand capture in the AI land grab. But look, SEO is a slowburn. What do you do in a market when there is no one actively searching for the solutions that it is that you provide? And this is where we start playing game number two, which is demand generation. When no one's out there actively looking for solutions to what it is that you sell, which brings us to hack number three.

Basically, what we need to do is push a message in front of our ideal [music] target candidate. And the way that this game used to be played is that you would basically jump on the meta. You'd start to populate a whole bunch of interest for the kind of person that it is that you would be targeting. But the game has [music] changed. Now, your creative is the targeting. What do I mean by that? Well, you need to write long form, super specific copy that would only appeal to your [music] exact prospect.

And we call this dog whistle copy. It is a specific kind of whistle that only the dogs that we're trying to attract are going to raise their ears and pay attention to. And so, while there are a bunch of these Facebook ad geeks out there talking about short form copy and no one reads short form copy and you just need to have videos and these guys are all brokies, right? Realistically, what it is that you want to do is to use long form direct response copy that really has the ability to get your prospect to raise their hand in a sea of people that aren't problem aware and then to take them through the different [music] stages of awareness and agitate a problem and then build interest and get them to actually do what it is that you want them to do.

And the thing is, if you're using very short form copy, then you're not giving a lot of data to these algorithms [music] to be able to go out there and find exactly who it is that you're trying to target. [music] The more copy that you give them, the more data points that they can match that with and the more targeted that your ad becomes because Meta is analyzing every single part of your ad. And then it is going out onto the internet and is finding okay who out of all the billions of users that we have have the highest propensity to be [music] interested in what this ad is about.

And that's why today, you know, having no targeting at all and using what we call broad targeting where you're basically picking an entire country or an entire geographic location and you are not putting in the interest, you are not putting in the age, you are not putting in the gender, and you allowing the algorithm to go out there and hunt for exactly who your buyers are outperforms the super specific interest stack targeting that most broke marketers are still stuck doing.

And this is the demand generation game. And it's perfect for when there's either not enough people that are searching for the solutions that it is that you provide or when the cost per click is too high for you to be able to compete in. So take for instance a mortgage broker. That is a mass market audience that is perfect to target on a platform like Meta. And the beauty about it is instead of paying 36 bucks a click, we might be paying $2 a click.

But when it comes to running ads on Meta, the fundamental thing that you must understand is that people hate ads. As it stands right now, over 900 million people have installed ad blockers. That is 1/3 of the internet. So when somebody's on Instagram or they're on Facebook and they're scrolling, the last thing that they want to see is an ad. And where most advertisers get it wrong, they go, "Okay, cool. I want to start running meta ads." And they sit down and they think, "How do I make my ad pop?" and they put together this ad that really is jarring or really pops off the news feed and it screams ad.

As a result of that, people scroll right past it. The economics don't make sense and then they say, "Meta ads don't work for my business." No, no, no, no, no. It does. You've just approached it in the wrong way. So, the first rule with running ads on Meta is to never make your ads look like ads. They must look like native content that people are already consuming on this platform. And what you must understand is that 80% of photographs that people look at all day long are taken on a phone.

So that's exactly what it is that you want to do. You want to use all the creatives on meta ads taken from your phone. So they look very raw and they look very native and they don't signal to the user that this is an ad. Next thing is do not try and sell people from your ad. It's impossible to sell them from your ad anyway. So don't try to do it. The only thing that your ad must do is to sell the click of getting them to click your ad and then go to your landing page.

And the best way to do that is by using something that I call a hyperdopamine ad where you have a big specific benefit that your market wants so that the algorithm can then go out and find those people. And then you have what we call burning intrigue. It must open a loop in that prospect's mind that gets them to actually click on your ad and to find out what this is all about. And it's the intersection of those two things that create a hyperdopamine ad.

Then when it comes to your body copy, I want you to have super specific copy. Basically, think about that you've met a stranger on the street and you sit down with them and you need to take them from where they are right now, maybe being aware that they have a problem, but they're not out there looking for solutions and take them all the way from that to being able to agitate that problem. Tell them stories of people that have also solved that problem. and then what their life will look like once they do solve it.

Because they woke up that morning not thinking, hey, >> I'm going to click on this Facebook ad and I'm going to buy something or I'm going to become a lead. >> And so, we must take them from that state of them not being motivated to do that to then getting them to raise their hand and motivating them to take that next step that we want them to take. So, here's how to apply this specifically in your own business. What I want you to do right now is to write 20 ad headlines. make them big benefit super specific and then also have a hook of curiosity.

Then what I want you to do is to open up your photo library on your phone and to pick a native photo of yourself. It doesn't need to be highly polished. It can be something that your friend or your partner took of you and use that creative as the ad. I know you're going to be like, "This doesn't look like an ad. This seems very unprofessional." Just try it and watch. Then I want you to match that creative and the headline with super long form hypersp specific copy.

When I say super long form, I'm talking anywhere between 300 and 600 words max. Then what you do is you simply let the algorithm do all the targeting. All I want you to do is pick the geographic location that it is that you're targeting and nothing else and you let the algorithm cook. And that is hack number three, demand generation using meta ads. All right, so you're running meta ads to push an ad in front of somebody and to generate demand.

But the moment that you do that, there's something else that your prospect is going to start to do, which is to fire up Google and to fire up these other platforms and to actually start to search for your name and find out if you are legit. Which brings us to hack number four. Everybody is talking about organic content. They look at their idols in their niche and they go, "Wow, like this person's posting 15 times a day.

They've got a camera crew following them around. They're constantly vlogging. They're doing all of these things. That's what it is that I need to do. And the reason that people get so hot and bothered about organic content is they think that it generates free traffic. There is no thing as free traffic on the internet. It does not exist. Everything that it is you doing, it requires either human capital or financial capital.

You are spending your time as the founder to actually produce that content. That is not a free cost. or if you're in a place where you have means to hire other people that is also using financial capital to actually go out there and get that [music] traffic. So, I want you to wipe that from your mind of that it is free traffic because it simply isn't true. So, when you're getting started, the way that you want to be thinking about content is not how do I be absolutely everywhere all the time.

The only thing that I want you to be thinking about is passing what I call the Google sniff [music] test. When you start running ads on any platform and getting a certain amount of attention, people are going to start searching [music] for your brand name to try and figure out whether or not you are [music] legit. So instead of thinking about always having content on all these platforms to constantly be posting every single day, the way that I want you to think about it is to think about what are the four to five key pillar pieces of content that I can put out that are going to pass the Google sniff test.

Everybody sees for instance the amount of content that it is that I'm [music] producing and they're like oh Sabri is producing all the content then that's exactly what I need to do but they are not where I am and the thing that they don't realize is that I was already doing over $10 million a year before I ever posted a video onto YouTube. [music] Instead what I did is I made the intentional decision of like hey video content is very powerful.

There's nothing more powerful that I can do other than [music] physically sitting in front of my prospect and educating them like this. And I knew that that was going to be happening. So what I did is I sat down and I built out four pieces of pillar [music] content that addressed every single question that my market has and answering the question was, "Does this guy know his stuff [music] and is he legit?" So the way that you can apply this right now in your own business is to do [music] this.

I want you to sit down and I want you to draw a line on a piece of paper. And the starting point is where your prospect is right now. The last point on that line is exactly where it is that they ultimately want to be. And then I want you to map out what are the three to four steps that they must take in order to reach that end outcome. And whatever those three to four steps are, I want you to make one piece of evergreen content for each one of those steps.

And I want you to go super super deep. I want you to spend a week to two weeks in actually thinking about what it is that you're going to put in that content because it is going to be evergreen and it's going to be out there for you to be getting the benefits of for many many months if not years to come. And that content must be as good as what your competitors are actually charging for in their paid programs. And you want to use it as another conversion tool that your salespeople can actually send to [music] prospects.

And it can further do the job that they are meant to do over the telephone. And it can take the prospect from where they are closer to where it is that they want to go. And before you think about, oh, Sabri, I'm going to be giving out all of my secrets and then why are people going to want to buy from me? >> It's actually going to make much more people want to buy from you because the biggest thing that people have in their mind right now, is this person legit?

So, go super deep. Don't hold back the source and produce this. Then post it on all the social platforms that exist and use it on your website and in your funnel. And that is hack number four, the sniff test. All right, before we go any further, I want to address in the next 60 seconds, which is probably the most valuable part of this entire video. Because you're watching all of these hacks, you are starting to feel overwhelmed.

Most business owners, they are trying to spin 20 different plates and they're feeling like they're being pulled from all directions. They're asking, "Should I start a podcast? Should I vlog? Should I start documenting my life on Instagram?" And because they stretch themselves so thin and they try to do all of these things, they don't do one thing very very well. While you're starting to feel overwhelmed, let me tell you this.

[music] You do not need to do everything. All you need to do is one thing, and that is to choose one channel and to completely tap [music] that channel out. Because when you dial in that focus, you shut out all the noise and you make more progress in [music] 12 months than you did in the last 5 years. Which brings us to hack number five. Now, this next hack is my secret weapon. It's what I have used to go in and drag in tens of millions of dollars in sales.

It is without a question my highest ROI channel out of all of my marketing channels combined, and it is email marketing. Now, before you roll your eyes and think emails, is email still really a thing? Yes. Not only is it a thing, the actual value of attention in the inbox has gone up dramatically as people are more distracted now than ever before and they're on TikTok and they're scrolling reels while watching YouTube and doing all of these things.

And what you must understand is the value of somebody's attention on Instagram is nowhere near as valuable as somebody's attention in the inbox. When someone looks at their inbox, they're typically in work mode. They're trying to get things done. They're ripping through important [music] things. They're archiving things and they are trying to action some things that it is that they need to get done. So, if you can get somebody's attention in the inbox and get them to actually read something, that is infinitely more valuable than 60 seconds of their time watching a real.

So, when it comes to email, there are only two types of email. The first one is a promotional email, which is basically anything that appears to be promotional. And then the next one is a personal email. Think about it yourself. Whenever you fire up Gmail and you have a look at your inbox, what do you do? Check, check, check, check, check, check, check, check. Delete, archive, and you get rid of anything that appears to be promotional and non-important.

And then you think about your personal email. Anything that comes from a friend or a colleague or anything like that, they're the things that always get opened or they get saved. So, as a marketer, you only have one objective here, and that is to make all of your emails appear to be personal emails, cuz that's what people are paying attention to. Because if it looks promotional in nature, then your open rates are going to be completely in the toilet.

Instead, what you want to do is you want to basically provide value to them. You want to make sure that your emails are 80% value and 20% pitch. I'm not the kind of guy out there who's just like value, value, value, and never make an ask. However, is every single time that you email your prospect, you are making an ask. There is no value of them opening your email. You're not teaching them anything. Then very, very quickly, they're just going to stop opening your emails.

And the moment that they do that, then you're not going to be inboxing in the primary inbox because you're basically going to be sending a message to these ISPs that this email is promotional. It's not important cuz not many people are opening it. What you want to do is make sure that every single time somebody gets an email from you, they get a little shot of dopamine, a little happy shot in their neck that cheers up their day.

And the way that we do that is by providing value. Don't have everything completely fixated on selling your stuff and have it on thinking about where your prospect is and where it wants to go and how do you get them closer to where it is that they want to go even if they don't buy from you. And then at the end of that email, 20% of it is to actually [music] make the pitch. And if you do that and you follow this format, then your open rates are always going to be through the roof cuz people are always going to be looking out for your emails.

And you want to treat your prospects [music] as a paying customer. Don't think that you're going to reserve your best stuff for your paying clients. I want you to leave every prospect better than you found them. And that means you need to treat them as if they're already a paying client. So the way that you can apply this specifically in your own business is the next email that you write. First of all, you must answer the question of if I look at the subject line, does this appear to be personal?

What are personal emails look like? They're typically all in lowercase. They typically come from a human and not a brand name. They're typically not super highly designed with lots of images in them and [music] they're straight text emails. I want you to follow that format and make your emails appear to be personal. Then I want 80% of the content in that email to be value and 20% of it to be a pitch. If you do this for four to five emails, you watch your open rates skyrocket.

And the beautiful thing about email is by the time these people are on your list, typically you've already liquidated the ad cost to actually get that person on your list. So all the future sales that you get from email go straight to the bottom line. And they make all the other ad channels that you're running much much more profitable, which is hack number five, planting an orchard, aka email marketing. And if you do that, every single email that you send will buy you a little bit more trust instead of simply getting deleted.

But there is another channel that gets far more opens than email ever can. And as AI continues to flood people's inbox cuz it's way cheaper to write emails, this real estate is becoming the most valuable that exists. Which brings us to hack number six. So, what if I told you that there was a channel that if you sent a message to your customers or prospects on, then 95% of people would open it and read it. Not only that, but you could actually get those messages sent for just [music] a couple of cents a pop.

Well, there is, and it's called SMS. Now, when most people think of SMS marketing, they think of some spammy nonsense, or they think about their favorite brands sending them out an SMS on Black Friday [music] with some kind of coupon code. Now, SMS isn't about texting complete strangers offers. It's about staying top of mind with your [music] prospects. So, if you're running an e-commerce business or even in a lead genen business, you are going to have a whole bunch of people on your database that you have their cell phone number for.

However, the amount of businesses that are actually utilizing this channel is abysmal. And I am quickly seeing that it is becoming the highest ROI channel for me and my business. So, how do you actually do SMS in a non-spammy way that actually provides value and gets you a lot of sales? So, first up, when it comes to SMS or really any platform, you want to converse and communicate the way that is native to that platform.

So, just like with meta ads, how we don't want to make our ads look like ads, it's the same thing with SMS. You want to basically open up your text [music] message inbox right now and have a look at all the messages that you've got. and you want to have a look at exactly how your personal messages look like when you're messaging your partner or your buddies or your best friend. How is it that you communicate with them and you want to model that exact same language in [music] SMS?

You want to make sure that it is all lowercase. It is all very lowkey, not very direct response and hard-hitting [music] sales language. Basically, all you can do in an SMS is to point that person to where it is that you want them to go. So instead of trying to sell them right in the SMS, [music] you want to load that thing up with a huge amount of curiosity that then moves them across to another platform. And the thing that I found that works best is to send a very short, sharp SMS that has a huge amount of intrigue that basically says something along the lines of if you want to find out more about what this is about.

And then it should go to a video, right? a page with some kind of video sales letter on it because you're catching them on their phone. They're not going to be sitting there reading walls of text. And so you want to give something that they can easily digest and they can make an easy quick pitch that [music] gets them to take the next step in your funnel. And a pro tip with this is is you want to get onto the blue messages.

If somebody sends you a message and you're an iPhone user and it is blue, it just feels more personal. And there's a whole bunch of service providers out there that provide this service for you to specifically be able to send blue messages. And it just gives you that little little bit of extra bump. So the way to apply this specifically in your own business immediately is most people have some kind of email flows or some kind of email funnels off the back end of their service.

What I want you to do is to start to implement SMS [music] as a part of those and watch your response rates go through the roof. Which is hack number six. the most [music] uncluttered marketing channel that exists, SMS. Now, look, sending a whole bunch of SMSs for a couple of cents a pop is a very, very effective strategy. However, it can take a while for you to actually build up a big enough list of people with their contact numbers.

And so, this next strategy, it is about renting that off somebody else and using their existing audience and their existing list to make sales [music] right away. Which brings us to hack number seven. So, when it comes to influencer marketing, this is how most people think it [music] works. You go out there, you find a bunch of creators that have got an audience that has a high affinity with what it is that you sell.

You [music] pay them a couple of grand, you send them some free product, you get them to produce a piece of content, and then they post it on their organic socials and you get a whole flurry of customers buying [music] your stuff. When the reality of it is that that is not how it works. What you're doing when you're doing influencer marketing is that you are doing all of those things, but you're not looking to make a whole bunch of profit and [music] sales from them simply posting it on their actual pages.

The way that it works is you take that piece of content that it is that they have produced and then you start to run that as [music] ads to that influencers's audiences and instead of getting, you know, a three or a four row, you're getting an eight or a 10 because you're not running to completely cold traffic. they have already built affinity with that audience. They already know, like and trust them. So when they see an ad with their face popping up on their newsfeed, they are much more inclined to pay attention.

There is already that trust factor built. And as a result of that trust factor, [music] the rorowaz is a lot higher. What I want you to do is to go to Tik Tok, then use one of your coliseum keywords that you found for your [music] market and start to do searches for content using that keyword. And you want to start to isolate what we call micro influencers. These are people who have sub 10,000 followers on Tik Tok that are producing content in your niche.

And I want you to create a Google doc and I want you to put their handle in there, their name, and even find their contact details if they've got that in their [music] bio. And the game here is we are going to be building an army of 10 to 20 content creators in your [music] niche. And what you want to do is you want to reach out to all of these creators. Now, depending on how big they are, they are going to either agree to [music] a set commission for every sale that they drive you, or for some of them, you might even need to pay them a [music] retainer.

Then, what we're going to do is we're going to get these creators to set up what we call subpages or satellite pages to your brand. So, it's not your actual Tik Tok or Instagram page. These are subpages, and they are going to manage them. You're going to have one page per creator and their job is going to be to produce two to three pieces of content per [music] day. For whatever sales that they generate from that content, you are going to pay them 20 to 30% in [music] commissions.

Then you're going to take the best content creators from that network and you're going to chuck them on a Zoom call once a week and once a month. And you're all going to go over what is the content that is banging organically, which are the ones that are bringing in the most views, which are the ones that are bringing in the most sales. And then they are all going to do their own take of that one thing. [music] And so you're able to duplicate out the winners and you get lots of proven [music] content.

Then what you're going to do is you're going to take all of that proven organic content and you are going to move it over to your paid [music] ads engine and you're going to start running that as ads. And the reason that I love this strategy so [music] much is that you get to double dip. You get all of these micro creators that would absolutely love to be paid to actually just make content all day long cuz a lot of these people have got full-time jobs.

So they come and they manage this satellite page for your business. You're getting all of that organic exposure, but then you're also able to use that as a flywheel and feed your paid ads engine with unlimited content. And this is the bottleneck for most businesses that are running ads in today's day and age is that they simply don't have enough creative to feed Meta's Andromeda update and so that their ads fatigue very very quickly.

But if you do this, you not only get all the organic reach and sales that come as a result of that, then you get unlimited fresh ad creatives that have already been proven to bang organically and that will bring in even more sales on your paid engines. And that is hack number seven, building an affiliate army. Now, up until now, all of these hacks have been focused on one thing, and that is simply getting eyeballs. And once you go out there and you're getting all these eyeballs either organically or you're paying for them, it all comes down to one master skill and that is how do you actually convert that attention into money?

Which brings us to hack number eight. Every single day I get asked from business owners, subri if I just could get more attention, more eyeballs on my offer, I'd be making more sales and everything would be fine. And the thing that most people don't realize is that they don't have a traffic problem. Right? Traffic is abundant. The issue is that they have a conversion problem. They are simply unable to convert that traffic at a rate that is profitable that they can pay a couple of bucks a click to Meta and Google and that they can make more money off that traffic that comes through.

So this is the real game. It's all about converting the traffic. If you have the skill to be able to convert traffic, then you'll be able to go out and buy up all the traffic that exists on these platforms. [music] And that's exactly what this next step is all about. But when it comes to increasing conversion rates, people focus on the wrong thing. They think it's about the design of the actual page, [music] their fonts, their color panones, what the product image looks like, and they neglect the things that really move the money [music] needle.

There is one element alone that is responsible for lifting the most amount of freight, and that is the headline on any given page. When you're pushing someone through to a landing page, the very first thing that they're going to see is the headline. And if the headline is weak, if it's not specific enough, if it doesn't open a loop or create enough intrigue to get people want to read the rest of the page and scroll, and once they start scrolling, you're done.

It's over. The party is over. You can go home. Instead, what you must do is to stop that scroller in [music] their tracks and get them to read your message. And the way to do that is from the headline. The next thing is your offer. So, you've got offers broken down into two categories. Let's [music] unpack them one at a time. First up, you've got e-commerce. So, if you're selling a product online that is requiring somebody to use a checkout and to buy your stuff, the thing that you can change that is going to move the money needle more than anything is [music] the price of the offer.

And most people when it comes to price, they never even [music] split test it. They come up with some arbitrary number based on what their competition is charging or what their cost of goods are and they go that number looks nice. Let me just stick that on there. And they never ever split test it. But there is a silent killer on there which is if your price is too high, you are going to pay for it in any case because your conversion rate is going to go down and your rorowaz is going to go down.

And what most people don't realize is that you can often times shave the cost of your product down by 10 bucks, by five bucks, by $15. And subsequently, that will lower your customer acquisition cost, maybe by 20 or $30. So it's actually more profitable for you as a business to have a cheaper price because the conversion rate goes up. So, as a bare minimum, what I want you to do is to set up a split test today for your hero product and put in three different price breaks [music] for that product and then measure them not only on the conversion rate, but also on the EPC, [music] the earnings per click.

What is the rorowaz that it is that you're making? And often times by lowering your price, you increase your overall rorowaz. And usually that results in more money in the bank account. All right, so let's unpack lead generation. So, when it comes to lead generation, the offer is what is the offer that you're making on your lead genen lander to actually get somebody to raise their hand and either request more information or to book in a [music] call with you.

And this is where most people get it wrong. Their offer is simply contact us, get a quote, speak with our team, and book a call. Your offer, it must be of value in itself. Whether or not somebody is going to buy from you, there must be value attached to it. And if all you're doing is trying to sell your on the phone call, then you're not going to get many people booking in calls with you, that call in itself must be something that people would happily pay for cuz there is so much value attached to that call.

And you can't be like, "Trust me, bro. It's a good call." You need to stack the value in terms of bullets and the tangible things that somebody's going to get when they [music] book in that call with you. The next thing to understand is that we are living in a trust recession because of the internet has lowered the barriers to entry in every single business in every single category. What is happening is more people are starting businesses now than any other time in history.

And basically what that has resulted in is a whole bunch of people that have no clue what they're doing entering in your niche, pretending like they know what they're doing, selling a bunch of your customers and your prospects and basically creating this huge amount of skepticism and a recession in trust because they're like, "Hey, I tried XYZ product and I didn't get the results that it is that they promised." So for me as the prospect, how do I basically differentiate the two of you?

And the only way to do that on a funnel is by using proof. And you want to make the proof louder than the claims that you're making. You must have enough unquestionable, undeniable proof on your funnels that you could convince a jury [music] of the claims that it is you're making. And you can't just say it. You have to show it. Because as we say in marketing, show don't tell. I want you to be using Trustpilot, third-party review platforms, screenshots of SMSs, emails, before and afters to unequivocally convince them that whatever the claims that you're making are [music] in fact true.

And when it comes to conversion rate optimization, that is really the 20% of things that are going to drive 80% of the output. But look, I could make an entire video about conversion rate optimization and about [music] optimizing funnels. And in fact, I am actually going to make one of those videos. So, make sure [music] that you're subscribed so you don't miss that. And this is hack number eight, converting attention using conversion rate optimization.

[music] So, look, digital marketing isn't hard. It's simply over complicated. You do not need to be everywhere. You do not need to do all of these things. You need to pick [music] one of these platforms and master them. And if you do that, you'll never have to worry about money again. And if you're wondering why is this dude with all these millions of dollars and investor on Shark Tank actually making this video, well, I grew up in a single parent [music] household with a lack of money.

And I always said to myself, if I ever make it to a place where I am in a place of abundance, I am going to send the elevator back down to people that [music] are in need. And that's exactly what I do with all of this content that it is that I'm producing. If just one of these videos can help one person get closer to [music] where it is that they're trying to get to, then all of the content that I put out is worth it.

And if you liked this video and you want to know how to become disgustingly good at digital marketing, then I made this video. You can go and watch it now. [music] Like, subscribe, and I'll see you in the next one.