#31 The Fetish Episode

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We start off this episode digging deep (and having a laugh) about James’s love of his favourite business tool.

**Listener warning – this discussion verges on fetish!**

We then continue where we left off in the last episode and continue discussing ways to generate ‘low hanging fruit’ traffic to your sales page. We cover:

  • Repackaging & redistributing of existing content;
  • Video marketing using YouTube;
  • Cliff Hangers (yep, Cliff Hangers. More on that in just a moment…);
  • Facebook sales squeeze;
  • Using keywords within your blog.
Thanks for listening – if you’ve got any comments, questions, criticisms or feedback then you can contact James and Tim here.

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Transcription:
 

TIM: Welcome back, listeners, to another episode of Freedom Ocean, one of Australia’s favorite internet marketing podcasts. I’m Tim Reid, one of your hosts and that over there is…

JAMES: James Schramko.

TIM: (laughs) Got you, mate! How are you?

JAMES: Good! Very good.

TIM: I’m on the road, I’m out on the road. If we can do—what’s that line from that Frank Sinatra song? New York, New York. “If you can make it here, you can make anywhere.” I am out in the middle of country Victoria. I’m sitting here in a rented home with—a real holiday home—with my boys running around out on the farm. I’ve got the Macbook with the in-built microphone and a pair of $10 headphones and a mobile modem dongle thing, so—

JAMES: Hi tech!

TIM: So if you can do it here…yeah.

JAMES: You know what, I bet you’ve still got faster internet than I do. (laughs)

TIM: That wouldn’t be hard!

JAMES: Yeah.

TIM: That would not be hard! You’ve got one of the slowest internet connections for one of the better internet marketers. It’s an anomaly.

JAMES: It’s disappointing coming home from Manila, I actually dropped back in internet speed. How’s that?

TIM: (laughs) Great! I like that! I like that! So that’s what I’m doing, mate. And last week you were in Manila and we’ve created a show off your Macbook as well. So you don’t have to have fancy mic’s and all that, do you?

JAMES: No. In fact, you’ve got to have less stuff. I’m really into this using less things lately dramatically. I’m right down to like two tools, I’m using nothing and I’m getting so much more done.

TIM: What are the tools? Macbook Air?

JAMES: Well yeah, I need a Macbook. At the moment, I’ve actually got all the other stuff switched off. I’ve only got my Macbook on right now and I’m using Evernote like crazy. Just Evernote. I’m not opening anything else. Just Evernote.

TIM: So what do you—okay, so that’s just capturing everything, is it?

JAMES: Yeah. Put it this way: I used to record things and I never watch them back, so now I don’t even bother. I just put my notes in the Evernote and that’s it. So I’m doing these mastermind courses every week with my best students and I take notes on the call and I don’t record it anymore. I used to record it and load the thing up and all that. But now I just type my notes as I go. I commit myself to paying full attention and being in that moment and I put my notes and I put the tags. And the other way that I’m using Evernote that is brilliant is I’m taking pictures of my whiteboard. I’ve got a new 3 meter long whiteboard and I’m now using that for all my mindmapping, for my project flow whiteboard. I just map it out, and I’ll take a picture of it and drag it into Evernote.

TIM: You love your whiteboard so much. You just take pictures of it anyway even if there was no writing on it.

JAMES: I would. And I’d Facebook it.

TIM: (laughs) You would!

JAMES: I don’t think there’s a better invention than the whiteboard.

TIM: What’s that software that I—Stupid Shot or Mug Shots or something, where you could take a shot of yourself every day for a hundred days and post it on the internet. You could do that with your whiteboards. You could have like a—there’s probably a whole lot of people out there with a whiteboard fetish, James. And you could just—

JAMES: You know, I’ve made millions from my whiteboard. It’s got to be the most worked tool in my office here. I could literally—gets written on every single day and I put stuff up. If I’m going to write an email, I just go on and write 6 bullet points on whiteboard and then I open up Aweber, I draft the thing, and then send it and then I go and rub it off. I think rubbing things off the whiteboard is probably one of the best feelings you can get.

TIM: It does. It gives you a bit of a, you know, hairs on the back of the neck, bit of a sort of tightening of the you-know-what, and yup, I know that feeling. That’s a good feeling. It’s like scrubbing something off a list.

JAMES: Well here’s another example of how I’d use it. Today, we decided to have a recording, so when I thought of something I wanted to tell you about, I just jot it down on the whiteboard, talking about 6 things here that I thought I must tell Tim. And after the call, I’ll rub it off again.

TIM: And is Evernote a jealous lover, do you think, of the whiteboard?

JAMES: No! They’re friends! When you drag the whiteboard into Evernote, it actually picks up the words from the whiteboard and—

TIM: Aw! Evernote loves the whiteboard!

JAMES: Yeah, it’s searchable and that’s the power of it. So good!

TIM: You were going to have to—out of interest, of all the sites you’re on, do you have a whiteboard affiliate site?

JAMES: Uh, yes.

TIM: You do?

JAMES: Uh-huh.

TIM: Oh, you’ve lost the plot, mate. You’ve lost the plot! (laughs)

JAMES: Well, you know how valuable whiteboard search terms are and how many people are looking for them?

TIM: Well, they only get more valuable as you—

JAMES: I’m talking them up a bit. I should disclose my interest. Chances are, if you’re buying something online for whiteboard, I may be making money from it.

TIM: What would you say, being a whiteboard aficionado—and this is not in our show notes, James, by the way. We didn’t plan going down this track, but it is the ocean. As a whiteboard aficionado, what’s the biggest innovation on whiteboard technology been of late?

JAMES: Probably whiteboard paint. They’re in every school, like all the kids are trained on smart boards. They’re like a whiteboard crossed with a computer monitor and the teachers use them, the kids love them. But do you know, like a magnetic whiteboard, that people pay $7.41 per click for magnetic whiteboard search term? And even just whiteboards, that’s $5.42.

TIM: Where are you getting this information?

JAMES: From my favorite spy tool.

TIM: (laughs) But there wouldn’t be too many people in the world, James, that A) have a whiteboard fetish, and B) could rattle off the pay-per-click—what’s the terminology for that? The price, the—

JAMES: Cost per click.

TIM: The cost per click.

JAMES: CPC.

TIM: On whiteboard. I mean—

JAMES: But this is the beauty of what we do. If you find something that’s interesting to you, and let’s not go overboard here, like I’m not some freak. Whiteboards, I just happen to really use whiteboards a lot and I understand the power of them for me, and every single one of my students are really harped on about the whiteboard. But I know that people go online and they pay hundreds of dollars for whiteboards because they’re not cheap.

TIM: Alright, okay. Well, I think if you want—listeners, if there is a groupie out there who want to form some kind of we’ll call it a WA Group, Whiteboards Anonymous, where you can just get up and maybe meet each day via webinar and talk about it, send us your questions on Freedom Ocean.

JAMES: Like Toast Masters. (laughs)

TIM: (laughs) I love it! I love it! So mate, we are here, this Episode 31 of Freedom Ocean isn’t about whiteboards, although one could quite rightly say it is. But last episode, we were talking about some of the low hanging fruit, the easy opportunities to promote information products, and we covered six of them. We talked about word of mouth, we talked about affiliates going and seeking other people to sell your product, we talked about press releases, your existing email list, we talked about webinars and social media.  And that was all off the back of me having my Online Marketing Communications Master Class to sell. A bit of an update on that, James. I’ve had a couple of people approach me as a result of that episode, putting their hand up to become an affiliate; actually more than a couple. But to say approach me via email and say would like to become an affiliate of the Master Class. And in fact, listening to my other podcast and heard I launched another product, it’s called Site Boost. And they were also putting their hand up to sell that, which is great! I like that!

JAMES: That’s the benefit of having a podcast, isn’t it? You attract affiliates who want to go on and promote your products.

TIM: Yup! That’s leverage right there.

JAMES: Well, that’s one of the marketing channels, actually. The iTunes.

TIM: Yup. Yup.

JAMES: There’s a few ways to go about that and I’ve been experimenting with this, as recently as half an hour ago. And it really is quite fun. It’s totally different styles of podcast and leveraging that medium and getting some interesting results from it.

TIM: Now explain that.

JAMES: Well, this is something you can apply because I did it for my Fast Web Formula 3 recordings. My team have been cutting each of the videos—there’s probably a dozen—videos into little 2 and 3 minute slices and their instructions are 10 per video. So we’ll have one hundred videos. And they’re loading them up to YouTube and then I’m embedding them on my blog and then I’m Facebooking my blog post. And then they’re stripping out the audio and they’re podcasting it from my blog in iTunes.  So we put 10 up over the weekend. And then I post a link to my iTunes channel on Facebook. Now people can jump straight from Facebook to my iTunes channel, have a little listen to my sound bites and if they’re interested, they might subscribe and that may drive the episodes up. So it’s not a show. It’s not pre-structured. There’s no effort, any extra effort involved on my behalf from when I actually put together the show, the Fast Web Formula 3—

TIM: You’re working with existing content.

JAMES: Exactly! I’m re-purposing, re-packaging, and re-distributing and I’m putting it out. And now of course, when I put it on Facebook, it goes to Twitter and why would that be?

TIM: Because you love your Facebook going to Twitter and Twitter is Facebook’s bitch!

JAMES: (laughs) That was one of the popular quotes from last episode! Wasn’t it?

TIM: Yeah!

JAMES: I just wanted you to say that!

TIM: And I just want you to write the book because I want a book on my bookshelves that says, “Twitter is Facebook’s Bitch!” (laughs)

JAMES: Oh, it cracks me up! Yeah! So anyway, this is all going to tie in beautifully here because what we’re talking about here is as I’m doing my posts, as I embed YouTube video on my posts, I have a keyword tool in front of me and I go and type the seed phrase and I go and look for phrases that gets searched for that have a high cost per click that I’d like to rank for and then I start using them for my post titles and my tags. And then the Traffic Grab system will kick in. Every time I do a post, things happen. That blog will get distributed via RSS out to networks, my team will come along and write a press release, plus they will also bookmark the post and basically this thing’s just going everywhere and driving a whole lot of traffic to my site, which of course has a name capture, bringing people on to my email list. So it’s just a beautiful synchronized symphony.

TIM: Well, I can see why at some point, mate, you’ve put together the spaghetti bowl because as you speak, I don’t know, I’d love to know what the listener’s take on all that is because I actually understand exactly what you’re saying. You’re just taking some existing content, you’re chopping it up, and you’re putting some calls to action, some video content, you’re putting some calls to action at the end of it to say if you want more of it, go here. And at some point, the lot will get to your website for name capture or they’ll get there and buy the actual product.

JAMES: Which they are. I can see the sales have started since the program have started on the weekend. Fast Web Formula 3 video sales, and that’s pretty exciting.

TIM: What I’m saying—so this is just a massive amount of work. And that’s more observation than anything and it just reminds me again of just the power of having that team—

JAMES: That’s why if you put the work in, if you set yourself up a spaghetti bowl—and if you don’t know what a spaghetti bowl is, then Tim will explain. (laughs) But if you set yourself up the system to receive the content, then you will be in a situation where you just got to add the thing in and the system takes over, okay? So in our case, when we drop the blog post and we turn it live on our blog, it will automatically go to iTunes. That’s already been set up. It will automatically go down that RSS channel, wherever we’ve submitted our feed for our whole blog. Do you know it gets auto published into a PDF document that gets pushed out to Scribd as an internet marketing news blog. And I think as of yesterday, I’ve hooked it up to Kindle too. I’m hoping to submit it to Amazon so that it will push the content out through all these different channels because the channel’s set up once and then all you have to do is just add water, so to speak.

TIM: Well, the channels are set up but the actual cutting up of the videos and doing all that stuff, the work was, yeah, once you set up an iTunes feed, for example, then you’re there for around a day, but it’s actually the creating and the re-purposing of the actual content that’s labor intensive and that’s where you need the teams, particularly if you’ve got a lot of content.

JAMES: Well, interestingly it’s only one guy who’s making those videos.

TIM: I’m going to digress, but it’s all in spirit of driving traffic to the low hanging fruit. I did tell it on Small Business Big Marketing’s Facebook a couple of days ago, which have also seen some significant—

JAMES: I saw it, I saw it.

TIM: Did you?

JAMES: Yup! Yeah, the Sales squeeze video thingy.

TIM: Yeah! How did you see that?

JAMES: I’m connected, mate. I think I found the Twitter.

TIM: You might have! Yeah, maybe I did cheer on Twitter. There was a very cool little free app that didn’t require any coding or anything. Basically, what you do, if you go to facebook.com/smallbusinessbigmarketing, the landing page will be a video that basically suggests that I have learnt  something from interviewing many, many small business owners over the years. And at the end of that one minute video, if you hit Like, it’ll take you to another page that reveals the secret. And we’re seeing some really good increased friends coming on board at Facebook, which reminds me, why did we get 33 Facebook likes in the last—

JAMES: That was weird, wasn’t it?

TIM: Have you figured it out?

JAMES: Not a hundred percent.

TIM: I know.

JAMES: It was mentioned in or Master Mind call but I don’t have more than 33people in that call, but they said Episode 30 was definitely one of the greatest episodes we’ve ever done.

TIM: Really?

JAMES: Yeah. They really hit a strong point. I think because a lot of people can relate to that part of the—especially people in my Master Mind. They’ve got stuff, they just need to get it out there, so that’s a good episode.

TIM: It resonated with me, mate, and that’s why I want to continue that discussion today and it’s probably more episodes in it because—let’s get stuck into that. And while—

JAMES: I thought we did it! We take the videos, create a YouTube channel—

TIM: Yeah, okay!

JAMES: Alright, so you’ve got the class, right?

TIM: Yup.

JAMES: So what we do is we make a master video that’s the sample video. So you say this is how I want it to start, this is how I want it to end. And we use video bumpers, like the little showy sort of thing like those podcast intros and then I say I want the watermark through the entire video or the URL, knowing that if it’s on YouTube, affiliates and other people will embed these on their own site and I want to have that URL throughout the whole video. Nice, short one, I’d actually get an abbreviated one because I don’t want people to have to click Fast Web Formula 3. I just want FWF 3. And that’s through the whole video. At the last slide, I tell them I want you to end the video on a cliffhanger, which means don’t reveal the thing you just talked about with your one secret. And then I have a slide that says Get More Videos at FWF3.com and then it finishes. And I say no more than 3 minutes because we don’t want to bore the crap out of our customers, right? They’re prospects. So they have to make 10 per video.

TIM: So can I just understand. So 10 per video doesn’t mean that every 3 minutes create a new video. Basically you’re saying find 10 interesting—

JAMES: Yeah, up to 3 minutes, but it could be 30 seconds.

TIM: Okay, so 10 interesting 30-second to 3 minute sections of each video and always finish with a cliffhanger?

JAMES: Yup!

TIM: Which says for more of this action then—

JAMES: No, no, before the For More of this Action the part in the videos. So I’ll say, when I’m up on stage at Fast Web Formula 3, I might say, “And you know, of all the things that I’ve ever discovered, there was one thing that I came back to time and time again and it was…” and that’s where the video stops. So it’s like the coming back after the commercial break, we’ll see a shark maul 6 divers in Sydney Harbor. As if we’re going to go and turn the TV channel. I mean, we finish the video on a cliffhanger and then we have the “This is where you go and get more stuff” slide.

TIM: Gotcha.

JAMES: So you set the standard. Now if it’s you having to create these, that’s fine. You could probably punch these out in a day. But let’s assume it’s not you, you find a videographer or a video editor or a student from the local university or film school, a poor actor or somebody who knows how to use iMovie or Camtasia or employ someone full time, like I do. I actually have 3 people in my team who just do videos. That’s all they do and they love it. It’s the best job in the world. And they make the videos and they stick them into Dropbox and then you just load them up to YouTube.  YouTube, I think, has a multi-video uploader so they can stick them all up in one hit. And you go along then, once the video is up, it’s already going to start getting traffic. We’ve got hundreds of views on the first ones already. And it’s got the keyword tags, the labels, the description and the link back to the sites. So that’s step one of the video traffic technique. Then you syndicate that. You go and share it. You get the embed code and you stick it on your blog. You can share it on YouTube.  You know how you put your video on Facebook? The first thought that I had was I wonder why you didn’t put it on your own YouTube channel and then share it. But then as I understood, you were trying to bribe people and makes sense to why. But I don’t ever load videos directly to Facebook because you’re better to load it to YouTube and then embed the video on Facebook. You get 2 hits. But now I get 3 because I put it on YouTube, then on my blog, and then I put my blog on to Facebook and that syndicates to Twitter because…

TIM: Bitch. (laughs)

JAMES: (laughs) Now it’s in multiple places, the same content. Now, the theory is—and this is the next step. We make playlists. So my video team leader will go in and make playlists from videos so that people go from one to the next, to the next, to the next and—

TIM: Within YouTube?

JAMES: Yeah. So they’re getting snippets. Now, they’re not in order. They’re not in the same order as my presentation. So people are going to get parts of the message. They’re going to get good nuggets, but of course, the best way to complete the set to get the whole thing is to buy the thing. So we’re really using what I call the iTunes or the Amazon preview sample here. You can go to iTunes and go to the Any Tune to the site if you like it before you buy it.

TIM: 90 seconds.

JAMES: Yeah. And you could go to Amazon and rate the contents so that the chapter or—you can’t get the whole thing from it, but you can get a really good feel for it. And that’s my approach. I’m not bribing people to see, to do an action before they get to see the goods. I’m showing them the goods first and then I’m asking them if they want to buy it. It’s called a reverse squeeze or reverse call to action. Give and then take.

TIM: It’s an interesting marketing lesson, which is this morning, myself and my boys went to a little adventure park, mini-golf and all that type of stuff, and I got to talking to the owner later and he said business was tough and taught him what I did and we sat down and we had a red Slurpee, a red slushie, James, around a picnic table, had a red slushie, me and the owner, and gave him a few marketing tips.  And one of the things—exactly what you said with iTunes and Amazon, that whole preview concept, the whole idea of giving someone a taste in order for them to think about, you know, in order for them to want to buy it. I said, “Go on and have a look at what Dream World, Sea World, Movie World do in their marketing.” Because effectively, this guy had a very, very, very mini version of one of those and it’s the same concept of look what the big guys are doing and learn from it. And apply the same principles. The budgets are going to be different, the production values are going to be different and all that type of stuff, but the actual principles of how they go about marketing their business so often apply to a small business as well.

JAMES: Well, especially Disney. They’ve got one of the highest spend per customers ever, I think, because after the ride, they land you at the gift shop. They get the picture of you on the ride, right? That’s exactly what we’re doing online and your golf guy could do it too.

TIM: Well, I said to him, like, you should give me an example. I said, really simple, you know, “Go into the local country towns of which this place is surrounded by them. And hit up all the schools and kindergartens and child care centers and offer annual fun passes. Because usually they try to sell a game of mini golf for a dollar, I said, “Go and sell annual fun passes for the families in the community.” The great thing about that is now the families get a discount and generally, a lot who bought fun passes to Dream World would probably won’t go back there. (laughs) So it’s often a win-win situation for both parties, but you could learn so much from the big guys.

JAMES: Right. So back to the little guys.

TIM: Yeah, back to the little guys.

JAMES: So we put our videos up. Now, this is another thing. I make a channel just for Fast Web Formula, so I’m not putting my other eggs in this basket. It’s really just the content for that channel and that allows me to really focus on that channel and to put the flashy banners around that channel and dress it up and people who are part of the community know what it is.

TIM: So you really, just couldn’t resist just the one channel? You’re not trying to create or not going into the one—

JAMES: Not in the same bucket.

TIM: Not in the same bucket, okay.

JAMES: So I have separate channels for Silver Circle, Fast Web Formula, my own channel and others. Traffic Grab has its own channel and we threw a stack of videos up there and we sold thousands of that thing. And it’s just that channel for that product. And you can really theme it that way. Again, they would do that in Disneyland, right? You’ve got the different lands, Space Land and then Medieval Land and all that. Same thing; you theme out your business into categories and segment it off. So I also posted my Fast Web Formula wall of Facebook, these videos. Because anyone who was at the event, it’s probably like that page and they would like that to go on remind themselves about it. And that increases sales from people who were at the event who would like to get it on video. The funniest thing is when I’m looking at these videos back, I’m repeating the lessons for myself. I think I learn from these events than anybody. Now, the other thing that we could do when we’re embedding this video on our own blog is we can cheat a little bit and here’s where the low hanging fruit is sitting that most people ignore completely. Your blog is probably already ranking for some phrases if you’ve done any sort of content or posts, true?

TIM: Yup! True.

JAMES: Now, some of them are probably sitting on page 2 of Google or the bottom of page 1 for some pretty mickey terms that you may or may not be aware of.

TIM: Yup!

JAMES: Now, if you could put a post and tie it in with that term and make the post title that term and put a few tags that relate to that term, you could actually lift you position in Google for that term just by embedding a video and putting two paragraphs of content and a couple of tags.

TIM: And I saw that. One of the blogs have got ranked really highly. In fact, it ranked one page one for small business for Small Business Marketing in Australia. And I test some other phrases and I was surprised to see that these individual blog posts came up on page 1 of Google. Just individual blog posts and not the website. But I was amazed. One blog post, properly tagged and titled. All of a sudden, there you are.

JAMES: Well, we just popped the client side for almost that exact phrase. We’re number one in Australia right now just from putting a targeted title on the site. It’s very, very close.

TIM: Yeah, wow! You mean your post is close to my post?

JAMES: Yes. We outrank you for some other ones.

TIM: (laughs) Okay, there’s another competition you and I have got to have. Microphones, whiteboards, now posts.

JAMES: It’s close, Tim.

TIM: This ocean is not meant to be a competitive space.

JAMES: I know, I know. But I like to wind you up a little bit. Let’s go back to something else. Something that I’ve had a hand in, okay? The Ideas Guy, your site. .com, right?

TIM: Yup!

JAMES: So I can see that my team helped you rebuild that site into WordPress. And since we did that, we’ve added dozens of key phrases to your Google rankings and I can see that one of the most valuable terms that you are ranking for is $5 per click that people would have to pay, and you’re currently looking like you’re about position 13th in Google for this phrase.

TIM: Okay.

JAMES: Now, if you were able to put a post with that phrase in it, you might bump yourself on to page 1 and pick up a whole bunch of traffic.

TIM: Well, I’m going to do that. I’m going to do that. If you can tell me what that phrase is after the podcast is over.

JAMES: (laughs) Okay. I won’t tell you.

TIM: And I’ll report back. I’ll write that post tonight and let’s just see how quickly that can happen—

JAMES: Well there’s one way you’re positioned 7th and it’s $3.60. I guess if you could put a post with that in it, I’m sure you’ll bump yourself up from 7th up a bit higher and it is actually currently I think it is the workshop marketing page that’s currently ranked 7th, so if you put a new post and you link to the page, you’ll probably get a double listing and you’ll bump up for both of these phrases.

TIM: What tool are you looking at that’s giving you the Google rank and the cost per click?

JAMES: Right. There’s several tools that do this, but my favorite is SEM Rush.

TIM: Yeah, okay, you talked about that before.

JAMES: I love it because it tells you a whole lot more actually, but you can sift by position. So when I’m doing my post, I go and punch my own website in and I look for stuff that’s positioned 4th, 5th, 6th, 7th, 8th and I’ll want to bump them up higher because the traffic at the top of the page is significantly higher than halfway down the page. And if you’ve got something on page 2, nobody’s finding it. But if you bumped it up, if you take this, there’s a $6.63 term that you’re on position 14th for that if you can bump on to the top of the first page, and you probably can without too much effort, you will pick up very lucrative business because the terms is highly commercial.

TIM: Right. Okay, I like that.

JAMES: Would you want me to tell you what that one is?

TIM: Yup.

JAMES: Marketing keynote speaker.

TIM: Oh, I love that key term!

JAMES: So could you see how that might be a very lucrative term for you?

TIM: Yeah, very much so.

JAMES: If you were ranked in first or second for that phrase, someone’s actually sitting there that got their annual meeting for companies that are coming up in 2 weeks. They’re like, “Shit! I need a marketing keynote speaker!” They search and you pop up. “That is the guy! Look at his handsome dial! That guy represents marketing to me. I think I even heard him on a podcast, right?” That could be a 5, 6, 10, $15,000 gig for you. That is a highly commercial phrase. And people are paying $6.63 to be there with Google AdWords.

TIM: Wow! There it is right there! I’ve got a whole section. I mean, that’s not a coincidence that I’m ranking—what am I ranking for on that at the moment?

JAMES: Well, you’re actually ranking 14th, according to this. And that’s maybe not as that today, but recently.

TIM: Yup.

JAMES: And this is your marketing keynote speaker page, right? So you want to go and check the title on that page and then you want to get a bunch of links to that page from somewhere else and you’re probably bumped up to page 1.

TIM: Beautiful!

JAMES: But if you did a post about it and then you linked to that page from your post with the right anchor text, the right keywords in it, then you might get a double listing as well.

TIM: Okay, okay.

JAMES: They could recognize this. “Oh, this is like that! I’ll put them together.”

TIM: Yup!

JAMES: I’ll give you an example of that, anyone on this call could go and look at. They could Google Freedom Ocean and they’ll see that we actually have the first listing and multiple pages within there, but if we start joining some of the words together, like Freedom Ocean Podcast—it’s not showing me right now, but it’s got our iTunes thing as well. But we actually, if we pick some of the phrases that are in our posts, they might end up pulling a double listing. See if I can get another one.  You’ve got to love Google Instant. Right, so I just Googled Freedom Ocean affiliate marketing and we’ve got 1, 2, 3, 4, we got the top 4 listings plus the next one is our iTunes and then we have 2 YouTube videos from our YouTube channel. So we actually own the whole top half of the page for that phrase.

TIM: For Freedom Ocean affiliate?

JAMES: Freedom Ocean affiliate marketing. That’s what’s showing on my screen right now. That’s in Australia. And if I switch that across to USA, we still have 1st, 2nd, 3rd, 4th, then iTunes, then YouTube, then YouTube. Alright, then we also have our Facebook thing in there. So we actually have almost every single listing or about 2 on the first page of Google for that phrase. And the first page that came up was our affiliate accelerate page, followed by an episode on affiliate marketing, followed by the home page, followed by our products page, followed by iTunes. So Google’s basically comparing that phrase within our site and finding all of the most relevant pages and displaying them as our priority. So go back to just what I said before, if you want to take out this keynote term, then you create some posts around that topic then point them back to your page. You’ll probably pick up the page plus the post.

TIM: I like that.

JAMES: Maybe even the home page.

TIM: So going back to that—after the low hanging fruit and selling information products, the idea of identifying, would you suggest identifying 1 to 5, 10 keywords and really going after them, like how many? I’m talking about for someone who hasn’t got a big team behind them to go and chase them the sales. Someone who’s going to do the work themselves, how many keywords should you identify for an information product?

JAMES: We just start with one.

TIM: Start with one.

JAMES: The first thing I always do, when someone says, “I don’t know what to rank for,” like when you came to me and you said, “I’ve got the Ideas Guy and I want to do some SEO, but I really don’t know where to start,” I’d say to you, “Tim, what makes you the most money? What’s your most profitable product? What page on your website do you think best converts customers that people land on and they turn into a buy?” It could be your Master Class, it might be your keynote speaking. They are the two natural sort of things and I will actually go and I’ll say, “Well Tim, you ranked on the first page of Google for terms like Tim Reid,” of course, but you’re not number one for that for some reason. But you’re actually making well—

TIM: This is an American actor.

JAMES: Right. Conference facilitation, okay? Maybe that’s your gig. I’ll say, “Tim, does this mean anything to you? Conference facilitation.” And you might say, “Oh yeah, I actually facilitate conferences.” And I’ll say, “Well, your positioned 4th on that. If you bump that up a bit higher, maybe that would lead to some gigs.” But I think the obvious ones, that looking at the cost per click is a great indicator. If someone’s prepared to pay more to be in the top of Google with the page search, then that’s probably a good indicator as to commercial intent. So I would say that you’re ranking quite well for marketing keynote speaker. You’re on page 2. That would be a great term to attack and see if you can get yourself a higher listing if you want to do keynote speaking jobs.

TIM: Yup.

JAMES: If you said, “No, I’ve retired from that,” I’d say, “Okay, well what aren’t you retired from? What do you want to sell now?” And you might say, “Well, I think I would like to promote my Master Class.” So then we go and look for, “Oh, there you go. You’re on page 2 for Online Marketing Communications.” That would probably be a target customer. Let’s see if we can bump that up. People are still paying nearly $4 for that.

TIM: Okay.

JAMES: So I think just start with 1 or 2 and make sure that it appears on your page title and then do a post about it and point them back to that landing page where you’re going to do the converting.

TIM: Brilliant! I’m so excited about that that I want to wrap up this episode up. But I won’t do it just yet because I know our listeners do want a little bit more. But that’s brilliant, James. Gee, that’s interesting. And it’s all about that single-mindedness about identifying one thing and really going after it, yeah?

JAMES: But this is something you can do over and over and over and over again. This is a process that I do all the time.

TIM: Yeah. Traffic Grab.

JAMES: It’s in Traffic Grab. I even loaded a specific training video of me doing this on my own site in the Member’s Area as a bonus video. If you’ve already got Traffic Grab, log into the Membership and go right into the bottom of the playlist and look for the SEM Rush modules. And I also showed you another tool that’s pretty cool.

TIM: And if you haven’t got Traffic Grab, just for God’s sake, get it. It’s the best $79 you’ll ever spend. And so go to FreedomOcean.com and click on Products and it is there, it really is. And it’s really due to Traffic Grab that this episode exists and the last one, where we’re really just starting to sort of identify where to start, where to start for someone who’s—you know, the product creation is a lot of fun. And once you’ve got it though, it’s a bit like having it sit on the shelf and gathering dust if you don’t go and do the kind of stuff that we’re talking about now. It doesn’t go anywhere. You’ve got to move it. You’ve got to move it.

JAMES: What else is new, Timbo?

TIM: Oh, mate! For me—not that we really like to date our podcast—but we are at the end of the year. It’s Christmas in about 5 days’ time, but have been winding down. It’s been a mighty year and I’m really excited about next year, and keynote speaking is one of those things that I will continue to pursue, but I’m excited too about creating more products an—

JAMES: Gosh, that’s funny! Like I’m doing exactly the opposite. I’m winding up like there’s no tomorrow. In terms of date, if you’re going to date it, we’re just past the halfway point for the month and I’ve already exceeded last month’s sales. So our business is just going off the Richter scale and that’s because I think all tied up in all the usual stuff and I’m doing the marathon, not a sprint, so I don’t actually have to stop and rest because I sleep in every single day.

TIM: And well, you sleep in, but you’re up late at night, by the way.

JAMES: I am a night owl. But the thing is, I’m going to focus—I’ll probably do more reading and there’ll be less customers and less JV approaches and less this and less that so I should be able to really focus on my business.

TIM: Speaking of reading, I’ll tell you what I’m enjoying and I didn’t think I would, and I’ve got my Amazon boxes you saw a few days ago delivered. And there’s some good stuff in there. The first book I started was the 4-hour Body and it’s not a book that I intended to read, but I thought I saw it at your Amazon site would recommending other books that you should read once you’ve selected one.

JAMES: It’s that one year behind the times.

TIM: I know, I know!

JAMES: It was big last year, January, I think.

TIM: I know! But still, it’s like you, you don’t update yourself—

JAMES: What chapter are you up to?

TIM: About page 100, talking about—

JAMES: Okay. Did you find the Charlie Munger notes?

TIM: No.

JAMES: Oh. My tip for that book is look at the little notes at the back of the chapter. He links to the Charlie Munger Thinking Models. It’s one of the best thing—

TIM: Oh! Yeah, yeah, I have! I know what you’re talking about. He’s—

JAMES: Warren Buffett’s right hand man.

TIM: Warren Buffett’s off-sider. I have seen that. I haven’t gone and checked out the link.

JAMES: Ah! I went and bought all his books on Amazon a year ago and they’re very, very, effective.

TIM: Right.

JAMES: Maybe he’s a billionaire. But anyway—

TIM: Ah, he has to be! The 30-second mind or something, is it?

JAMES: Yeah, that’s him.

TIM: I just like Tim Ferris’s take on the world. Putting aside any kind of biology discussion or dietary discussion, I just like his challenging of what is normal, but like you mate.

JAMES: Yeah, I went away with Tim Ferris’s about then as well, just before he released it, actually.

TIM: James, Mick Jagger said to me—

JAMES: Ha-ha-ha!

TIM: You know what I’m going to say. Mick Jagger said to me, “Never drop names.”

JAMES: Hey, you know what? I’ve discovered the secret to weight loss because I’ve now lost 8 kilos since we had that, since I’ve reached my peak.

TIM: Yeah? What’s the secret?

JAMES: Well, part of it is, I think, the standup desk. I’m burning kilojoules.

TIM: Oh, yeah!

JAMES: So I was going to say without modifying my exercise, but that’s probably not true. I used my stomach muscles more. I actually aggravated a little hernia, so I had to have that operated on. In order to do that, had to fast, which was great. And then I thought, you know what, I’m 40, there’s a bit of family history, I might have let them do a little checkup inside. I had this stuff called Pico Prep, and that thing is better than any juice fast or those people who stick water up their backside or whatever that is, colonics. Forget that. Just go down the local chemist, grab some Pico Prep, it’s over the counter, and that’ll clear you out quick and smart, there’s be nothing left, you’ll lose a kilo straight away, but anyway, since I got a start on that, I just eat less. I’m not eating much and it’s just dropping off.

TIM: I don’t think I’ll call this show Freedom Ocean (laughs).

JAMES: It’ll be Free to Motion. Anyway, that’s sort of an aside, but just eat less is my main tip. It actually works. I’ve seen the pictures of you in your other blog and it looks like you’re eating plenty cookies.

TIM: Geez, you’re harsh!

JAMES: Well, is it true?

TIM: Yup, couldn’t be truer. And let’s just be clear here, because we got people send us things and someone sent us a big box of these most delicious cookies. So there was photos of me munching into them. But anyway, back to 4-hour body. I like his thinking. I think I’ll finally realize that Krispy Kreme’s do have fat in them, they do contain fat.

JAMES: They’d never promote themselves as a health food, though, Timbo.

TIM: (laughs) They don’t!

JAMES: I know we’re rambling and we’ll probably get massive bad comments about that on iTunes, but it would be nice if people left some good comments, so it’s probably slowed down a bit.

TIM: Well, your dog’s crying in the background, so clearly he’s not happy with where we’re going so I think—

JAMES: He’s fine.

TIM: Oh, one last thing. I did like—one of our listeners sent us a photo of him with his feet up on what looked like a large cruise ship out in the middle of the ocean. So I thought that was pretty impressive and he says that’s where he listens to our Freedom Ocean. And finally, James, before we do go, we are getting some amazing—what would you call them? Case studies, emails…

JAMES: Results. People getting results.

TIM: Results. Listener results. Wow! Wow!

JAMES: We should have a listener result episode. We should get people—I don’t know if we should get them to submit audio or perhaps we should interview them or something, because people have had massive transformations just from listening to this free podcast, which is cool.

TIM: Well, it is. Some of the stuff we’ve seen, I’m shocked at. I don’t know whether people are making them up and just flicking it through, but why would they do that? I mean, we are really, really seeing people who are using the word life-changing more than once, James.

JAMES: That is good. So I don’t know what we decided—

TIM: We’ll figure it out what we do with that information.

JAMES: Maybe listeners could suggest how we could help them, because their stories actually quite powerful and they’re true, which is the best thing.

TIM: Well, I think the power—and let’s be clear here, the reason we’d want to do it is because—and I’m speaking on behalf of everyone, I think—it’s inspiring to see that it can be done, you can choose to live a life full and a little bit more freedom that you’ve currently got. And we’re just seeing that come true on Facebook and through the email. So we’ll figure out what to do. If anyone’s got any ideas, send it to questions@freedomocean.com or reply to any of the emails that you get from us, because we see them all.

JAMES: I have two more really quick discoveries. They’re very short.

TIM: Well, nothing’s short but—

JAMES: No, it is short. It is.

TIM: Have a go, okay.

JAMES: One is I’m not a gadget freak or whatever, but I think I’m going to ditch my keyboard soon. Siri is amazing and it’s definitely, I think all computers will go this way very quickly where we’re just telling it what to do because it’s surprisingly accurate and extremely useful for taking notes, sending emails, updating Facebook, posting to forums, Skype. It’s wicked! That’s one thing. And secondly is my new dashboard’s coming along very well and yesterday we upgraded it and a couple of my testers we’re locked out. And I got these emails from people saying, “Hey, what’ up with the dashboard?” But the best thing of all is obviously they’re using it. They’ve become hooked on it, which means it’s actually solving the problem that was intended and that was the best news of all. So love that fact.

TIM: Is it in beta or is it out?

JAMES: It’s not available for sale but it probably will be by the time this comes out.

TIM: Okay, well check out the products page on Freedom Ocean, guys, because I’ve used it and it was early beta and I could see just what problems it solved. It put everything, all the important stuff right there in front of you. And that’s gold, mate. So you’ve been kicking some goals. Well, I’m going to go and rank my page.

JAMES: Go on and find that low hanging fruit.

TIM: Love your word, mate. Have a great week and look forward to chatting next time.

JAMES: Thanks, Timbo.

TIM: See you, mate!

  • Randolf

    Thanks for all the great content.
    Hanging for a new ep please 🙂
    Maybe some guest presenter’s or just guests with valuable input could be considerd.
    Maybe some newb like me could come in and share how they are going, and provide insight to what they have struggled with.
    Keep up the great work, it’s appreciated, and you should be proud to be giving back so much.
    Thanks!

    • James

      I would love to do that Randolf. Lets see what Timbo thinks 🙂