We cover the lessons learnt from James’s recent product launch PLUS :
Internet Marketing Products & Resources
JAMES: Good day, Timbo! How are you this week?
TIM: I’m very good! And it’s lovely for you to be able to say this week because that means we’re becoming regular. We’re taking our podcast farther.
JAMES: Nothing like being regular, is there?
TIM: I like to be regular! I like to be regular in all aspects of my life. My dietary intake and my podcasting.
JAMES: Tim, do you get excited when we release a new podcast?
TIM: James, that is a leading question because I said, before we hit the record button, that you are setting me up, so I’m just going to go with it. I guess a little sphincter tightening when we release a podcast, I said to you before we hit record. And that is the truth…
JAMES: Is this going to be the title for this episode?
TIM: (laughs) Well, I don’t know! I don’t know. Maybe! Maybe not, because we want to keep our friends at Apple iTunes happy. I’m sure they’ll never listen to an episode, but we are expected to hit the explicit button if anything untoward is said. I don’t think sphincter’s untoward. It’s a body part. But I do love—I’m might say, mate, I love releasing a podcast. It’s one of those special times of the week for me. I just did it with my other show and we’re about to do it with Freedom Ocean, so I don’t know. It’s a bit like ticking a box or crossing something off a list, isn’t it?
JAMES: It is. It’s closing a loop. We like to close loops. So what are we talking about this week?
TIM: Mate, we’ve got a bit on. I’ve got a question for you—funny that! Funny that! I’ve got a question for you about the timing of sending emails, because I have an observation and I’m sure you’re another point of view. I would love to hear an update on how wealthification is going for you. It would seem to be going a gang busters and I enjoyed watching it. I’ve got a couple of comments about that. Wealthification is James’s new training product about how to basically set up a business right from the start. And the guts of today, Schramko, is all about considerations that we should scratch our chin and ponder when launching a product.
JAMES: Okay. Yeah, that’s good. It’s actually like a revisit of when you launched your product because now I’m launching my product and it’s probably time for us to get granular into a few little nooks and crannies that probably we’re missing in that first discussion because having been through this process, it’s been an interesting reminder for me.
TIM: Yeah, before we do that—
JAMES: Oh yeah, you go on.
TIM: Oh, you go.
JAMES: No. I was going to talk about…ask you if you liked the players inside Wealthification.
TIM: Yeah! You’ve changed your tune again. I thought you were happy with the players that you’ve done for Fast Web Formula 3. They were very neat and multi-player and all that, but now you’ve upped it again. Is that a new format that EZS3 are offering or what’s happening there?
JAMES: Nope, a totally new platform and it’s Tim-friendly as well.
TIM: Really? Is it drag and drop?
JAMES: I’d say even easier than that. It’s literally upload the raw file, so you don’t have to encode or any of that extra stuff. All you do is you just export from ScreenFlow or CamTasia and you just upload it and it automatically encodes it. It will even encode it in multiple formats. So if it browses you’ve got a high-speed connection, it’s showing in high-def. If you’ve got a low connection, it shows in the low-def automatically. And it is drag and drop, yeah. You can drag them around in different order and you can have secure embeds and it streams faster. It’s a full top level streaming server. And it’s wicked, it’s just so cool! But the heat map tracking you get and the analytics are phenomenal. You can see where people drop off the video and you can re-upload the video, the new version, without interrupting anything. It just waits until it’s encoded and then it just switches it out. So it’s awesome! I’m in love. I’m in love with this new platform.
TIM: Well, I can tell! I can tell! I mean, the passion in your voice is palpable. And now I’m interested—well, you’re going to tell us what it is first.
JAMES: Yup! I actually got put on to it by a friend of mine who’s called Fly Wheel. So a big shout out to Will Franco, who’s sort of my techno buff and adviser. He looks for things and shows them to me well before I implement them. And he’s been on me about this for a while and what happened was I was loading up my EZS3 multi-player into Nanacast the other day and it just wouldn’t stream, there’s something not working. So I went back to my email, so I found this solution, tested it and it’s called Wistia. W-I-S-T-I-A. And it is just a full online video upload encoding, embedding service. Now, if that is beyond the budget of our listeners, they might look at something like Vimeo Pro, but I think Wistia is definitely the way I’m going. I even went and re-uploaded my Traffic Grab videos and replaced the player in that too because I’m besotted with this player. It is amazing.
TIM: Tell me, well how much is it?
JAMES: Look, I don’t know what it’s going to cost our average user, but I’m a power user, so everything costs me a lot. For me it’s going to be at least $3,000 a year. But I’m sure there’s a lot of price range, you know? Like $70 a month or something. But the thing that’s good about it is someone like you, Timbo, can upload the video and hit embed and just copy then paste that code in your site. There’s no more EZS3, no more cut, paste, copy, whatever. It’s just simple. That’s what I like about it. It’s as easy as YouTube.
TIM: Yeah, I tell you what—
JAMES: It’s just like YouTube, but it’s private.
TIM: Well, you know what, I know you laugh at me and I’m sure there are listeners out there who get a bit of a giggle with my inability to cope with things like the technicalities of EZS3 or whatever it may be. However, I know I’m not alone and I just think there is such a massive opportunity for smart developers out there to hook in with a coder, whatever the terminology, and create friendly interfaces, you know?
JAMES: This is the most beautiful interface I’ve ever used. It’s amazing.
TIM: Well you know, interfaces are everything, you know? It just makes life simple. It’s just like Drop.box. When I found out that Drop.box was just a front for Amazon S3, I’ve gone, “that makes sense!” Because Amazon S3 is really complicated and someone’s realized that and made an interface. Nanacast is complicated. Someone, finally, someone will at some point, make a real cool interface for Nanacast or one of those other platforms. And obviously Wistia has recognized that as an opportunity. So therein lies a massive business opportunity.
JAMES: You know, James Dyson has OptimizePress 2, which is out soon. It will have Nanacast integration, so you’ll be able to just plug in your member and you can create WordPress front and back of house memberships that work using Nanacast as the glue.
TIM: I’ll be considered a pioneer in decades to come, James. They’ll dig up out of the rocks episodes of Freedom Ocean and say, “You know what? That Timbo fellow was on to something.”
JAMES: Oh look, I actually agree with you. I just like laughing at you because it’s fun, but I do actually agree. You know, a sexy interface will have my attention. I like things to be very simple and nice as well.
TIM: You know, it must happen. A nerd—and I say that lovingly. Hello, children, those who listen. I don’t know if we have any nerds that listen. I think we have doers. But the nerds would kind of go, “You know what? I could build something that would allow people to buy something online or upload videos or store stuff online. And they see that as an opportunity, which clearly it is. But what they don’t get is the design part, although it’s cliché. I mean that’s why Steve Jobs was so damn good because he got that intersection of technology and art.
JAMES: So it’s like YouTube. Other ones that people build that work and they’re good and they get picked up in their Facebook. If it’s easy to use, people will use it. So at some point probably difficult to use things were a barrier to entry for the everyday person. It was hard 5 or 6 years ago to make a website and it was hard to make audios and videos play. Now it’s extremely simple. So since everyone can do it, now we have to be better marketers and better business operators.
TIM: Yup! Yeah, absolutely! Yeah. The barriers to entry are falling because clearly technology is still not as much a barrier to entry. Interesting, mate. Whack a link to that in the show notes and I’ll be having a look at that as soon as this episode finishes. Now James, email timing. I’ve noticed of late a couple of things. You’ve had a lot to say within your businesses, you’ve had a lot to say. You’ve made changes, you’ve cancelled stuff, you’ve introduced new products and memberships or all these different things. And you’ve got a lot of email going out there. Observation number one. Observation number two is a product launch, historically, is a big event. It’s the culmination of all the work and now you say, “Well I reckon this is ready to take to market, to my precious list.” I think you launched Wealthification on a Saturday night or Sunday. Is that right?
JAMES: Depends on which list you’re on.
TIM: Well, it depends on—
JAMES: And what country you live in. Friday night for some customers if they’re in Australia, which would have been Friday morning in the US market, and that would have been Saturday for the majority of people who got emails about it.
TIM: Right. So any of those times, if you’d asked the email marketing academic, they would not have said Friday night or Saturday morning or any ideal times to launch a product. But I’ve heard people talk about Wednesday afternoon or 11 o’clock Thursday morning or whatever it may be. What’s your view?
JAMES: Well, my view is that—well, I’m normally up late at night and that’s the best time for me to create emails. And I like people to have them in their inbox early in the morning. There’s all these statistics that I’ve seen from people who actually know what they’re talking about, which is not internet marketers. It’s wide enterprise companies who measure and track things statistically. It shows that early morning gets the better open rates. Now, I also know that my market is very much a weekend market. I have a lot of people who are busy during the week and they get to their inbox on the weekend to actually catch up inverted commerce for that product, for Wealthification. It’s people who want to grow and enhance a business and I know most hardcore business people are still working weekends and people who don’t have a business yet have a job during the week. So I don’t think it’s a bad thing. Certainly sales-wise, it doesn’t look to be a bad thing at all.
TIM: Yeah, I can imagine. And I just wonder now whether all those measurements and stats that we see about email marketing, open rates at different times of the week at different times of the day. It just may be, as you say—and we’re all different, you know? And I particularly would say, probably for our market, for your market, there’s a lot of people who do this stuff out of hours. So you could quite easily get that one going out at 10 AM or 10 PM, maybe just open to something that goes out at 10 AM.
JAMES: Well, it’s interesting piece that you’ve managed to bump into it somehow.
TIM: Correct. Correct. Well, I’m online a fair bit. I’m online. Another thing I enjoy about seeing that episode of small business, big marketing just before we went on air is that people are now picking up that they can reply to those emails, so I’m loving that as well. And obviously people there sending what time is it, I sent that out at 4 PM on a—what’s today?
TIM: Yup. People are already replying. I love that. Well mate, that’s interesting. Fast response. Now, let’s talk about considerations when launching a product. So you went out with Wealthification on the weekend. And for those who hadn’t yet grabbed it, go to Freedom Ocean and grab your copy. FreedomOcean.com. Because it’s actually really interesting product, mate, because it applies to anyone. It’s anyone who’s either thinking of starting a business, has got a business, or is thinking of buying one. It covers all the key pillars.
JAMES: It’s kind of a general product. I do some general products. Like my traffic product was pretty general for anyone internet marketing related. This product is even more general and that was on purpose. I’m going to go granular on some of my other products, so I think you’ll see, well, Inbox Relief, for example, would be very general and be very broad because everyone has emails. And what I found is by casting a very wide net. I know it’s hard to market everybody, but for me I have a wide catchment funnel and it allows people to come in and get to know me and my products on a broad basis and then go a little bit deeper into this specific products. But I do have specific targeted products as well within my—
TIM: Can I digress? Before you go granular into—because you’re in there now and you mentioned Inbox Relief and I’m quite looking forward to whatever that is. Surely it’s just delete all your emails and action all the ones that come through and keep nothing in your inbox. What else can you say?
JAMES: Well it sounds simple when you say it like that, but I guess why then is everyone still overloaded?
TIM: Yeah, correct.
JAMES: I don’t think they have—that might be the short answer, but you have to help people arrive at that destination. You could say, “Look it’s easy not to be overweight. Just eat less and move more.” It’s actually that simple. Or stop eating sugar or stand up instead of sitting down. You can say these simple truths but people don’t seem to do it. So I think Inbox Relief will be more on the how-to. It’s like just go in and do this and click on that and do that and then it’s understanding why this is working the habit side of it, the understanding behind it. It’s what I’ve been doing for a couple of years now to stay lean in the inbox, even though I’ve got a bazillion staff and tens of thousands of customers, I still manage to keep it empty. And it’s habit and it’s having a routine. But the key component of course is the dashboard concept, which we’ve covered in other episodes. Without the dashboard, I think it would be very difficult. So it basically combines two of my products.
TIM: Okay, alright. Well, that’s enough to whet the appetite. So let’s go back to considerations when launching a product. What learnings have you come across the last few days since launching Wealthification?
JAMES: Well we just covered one of them and that is the pre-announce things that are coming down the pipeline. I’ve talked about Wealthification, if listeners are very acute, they’ve probably picked up that word several times in the last whatever episodes because I happen to be working on it. And we talked about small batch sizes and the fact that Silver Circle members have been accessing the early modules of Wealthification for a long time and then it’s finally come to the public. So the main realization with this one is that your repeat customers are the most incredible asset that you can ever have. Your lifetime customer concept is killer. That is the thing. And I know that because I’m tracking my conversions and the loyalty coupon redemptions are astronomical. I look like I’ve got a good 30- something percent of my sales are people who have bought another product of mine and they’re just coming and grabbing it. We’re talking about the first 48 hours, I suppose.
TIM: Yeah. Wow!
JAMES: The rest of it is affiliate traffic and direct traffic, which I can’t track all of it, but I can track some of it. It’s not SEO just yet, but it’s starting to be. We’ve gone out on our YouTube channel with sample content, we’ve launched press releases as of yesterday and we’ve got another one going out every single day. We have Facebook campaign starting up today. I just saw the approvals so I think it’s live now. And you want to know some amazing numbers in the last 7 days? Remember our good friend Jen Sheen?
JAMES: Her team have delivered over 3 million impressions to my ads on Facebook in the last 7 days.
JAMES: And they keep refining the click through rate and the cost per click and I expect big things from Wealthification with Facebook because that’s also—I can go and target Richard Branson and Tony Robbins and all your popular success people. It’s right in line with those segments. Imagine it’s a broad market, so that’s cool. And of course, the customer list is just paring along. I just send out an update to my customers using my golden rules that they must be better off for opening their email. I’ve incentivized repeat customers by sending them a little gift coupon that they can use to change the price on the checkout page.
TIM: Just going back to Facebook. 3 million impressions in 7 days is fairly significant. Tell me about the click throughs and when they started and what are you getting into at the moment?
JAMES: Well, with Facebook you get a lot of impressions for not many click throughs. It will be .0-something. But that could still end up being, say, a thousand clicks and a thousand clicks in a week for most businesses. If they have a pretty relevant ad is a good starting point.
TIM: It doesn’t sound much, does it? That’s 2.9—I can’t do the sums on that. That’s 2.99 million who aren’t clicking on it. I’m not suggesting it’s bad but just it’s—
JAMES: Well, I mean it depends on how many page loads they get on Facebook. It’s a lot of exposure. But here’s the thing: that people that do click on it and they do purchase. One of my businesses—I won’t say which one—is doing about $1,800 a day from those ads.
TIM: And what are you spending to get out $1,800 a day in sales?
JAMES: Well, I’m spending no more than $1,000 a week on that particular thing. It’s probably $500 or $600.
TIM: I’m running a campaign at LinkedIn at the moment and just click through. I reckon the ads are pretty good. I’m actually really happy with the ads and I’m getting a lot of impressions, but no click through. I hear that a lot about LinkedIn.
JAMES: It’s been there for at least a year and a half I’ve been advertising it on there.
TIM: You have?
JAMES: Still do. Still live now. It gets pretty hopeless conversions, though.
TIM: It’s hard to see the ads. I know they’re there, but I don’t know, they just seem to kind of lost in the rest of the site.
JAMES: I don’t even log in. It’s not my thing. I don’t get logged in that much. You were going to interview the guy, did you do that?
TIM: I did! I interviewed the managing director.
JAMES: Was it good?
TIM: Well yeah, I think it is! That goes live next week. We interview the managing director or CEO of LinkedIn Australasia and challenged him on a few things and he shared some ways to optimize your presence there and all that type of stuff, so yeah, that will go live in—that’s Small Business, Big Marketing episode, not a Freedom Ocean episode. But I’ll let people know when that’s up and about. Alright, mate. What else have you done that has piqued your interest since launching Wealthification?
JAMES: Well, it’s just remembering to go and look at certain things that you have available to you, the tools. So maybe a quick rundown of what you can look at to get an idea of the success of it or not. The first thing of course is you check the people who hit reply to your email. If they ask you questions or they tell you that they’re not sure or something or they purchased something before and they never got their access or whatever, so that you can get good feedback on past products, but also you track the amount of sales. And what I do is I issued coupons by different lists, so I actually sent out about 4 different emails to my customer segments and I block out the other 3 when I send one, so that only that certain segment gets that list and it’s very relevant to the product that they purchased from me. It’s super relevant and then I can log in to my analytics and I can see how many people with that specific email purchased the product. And then I can work out how many received that email, how many opened it, and I can work out the conversion ratio for that particular list or that segment of my audience. And that helps me tremendously because I start to get a feel already in two days, I know which parts of my audience are responding the best. Was it the Fast Web Formula customers, was it the people who purchased It’s Not About the Website, or was it people who came to any other event like Underground Profit System or Business Internet Formula, or was it my internet marketing subscribers? Or was it Traffic Grab customers? So I think there’s like 5 segments and I can tell which ones are the most responsive. And I can start zooming in on that and working out what does that mean, what’s the information I’m learning here and how can I apply this.
TIM: Knowing your numbers.
JAMES: It’s knowing , it’s measuring and learning. What can you learn? So the list is one thing. So I’m looking at the opens, the click-throughs, the conversions to sale. I can measure all of those things because I’m using trackable links. Then I can have a look at press releases. I can see which traffic’s coming from press releases and which ones convert. And when I have a number of press releases, maybe 10, then I’d be able to find out which press release has the highest conversion. And I can start to understand what angle did we take that people resonated with. Because we have quite a broad landscape to play with on this product.
TIM: Yeah, you do.
JAMES: I could zoom in on any of the 10 modules. I could talk about taking control of your business, I could talk about automating your business, I could talk about business strategy in so many angles—
JAMES: Yeah. Marketing people, how to manage, how to hire, how to train, all these things that cover it. So it’s a really broad product. Then there’s affiliates. I go and see which affiliates are emailing or promoting it or tweeting it, and see who’s making sales and what their conversion ratio is. Now I know one large fellow who does podcast who had a very high conversion rate of his affiliate link fairly early on. So—
TIM: You like that one?
JAMES: But then I go and say, “Okay, what are they doing to cause that? What can I learn from this?” And I can learn obviously that person has a pretty strong community who trusts him, except for maybe one Twitter follower, and then—
TIM: (laughs) We’ll talk about that in a minute!
JAMES: Yeah, we will! Okay, and then the other thing is I go and look at all the other sources. What’s happening on the Facebook traffic, what’s happening from the YouTube channel, and then I go and search into Google. I’ll go and check the keywords and see what’s ranking, which is great early on in the campaign. If I invent a word like Wealthification—it doesn’t exist—and there’s only 500 or 600 listings in the world, I know that in a few months from now there’ll be thousands of listings. Isn’t it good to know which websites are on the first page of Google or the second page from an SEO perspective? Is it Squidoo, is it Hub Pages, is it Facebook, is it a blog, is it an affiliate review site, is it a press release? And that helps me to understand what’s effective next time I want to launch something. And when I last checked, my own blog, doing a review and a podcast about it, was the number 1 listing. And I can track sales from that as well. And then I’ll—
TIM: How much time would you say that has taken you? Just out of interest. Because there’s a lot of work there.
JAMES: Oh probably half an hour. It doesn’t take long to go—
TIM: What? What? Everything you’ve just covered?
JAMES: Yeah, because I’m using a dashboard. It’s simple. You click on the button, I go to Aweber, check my list conversions. I go to Nanacast, I check affiliates, I check sales, I look at Putler, I’ve got Putler open with the product name and it just tracks sales, bloop, bloop, bloop, bloop, bloop, bloop, they come in—
TIM: To make that noise?
JAMES: It does make a little noise and it flashes a light box across the bottom of the screen. So it’s pretty cool. And to look at the other stuff’s pretty easy too. But live chat’s also running in the background and it’s showing people on the site and where they come from. And then Google Analytics is very quick. There’s only one view that I really use and it’s like the goal view. And it shows me which part they came in on to turn into a sale. And it’s just brain dead simple. It shows me the tracking URL that I used in the email and I know which segment’s the biggest and which segment is the smallest just at one glance.
TIM: Do you ever get into like for example with your Aweber, do you get in there and see who has clicked on a link and do you have a go as far as emailing people who have clicked on a link or people who may have started the shopping process but pulled out. Do you go on that part?
JAMES: You can do those things, especially if you’re using a more intelligent email like Infusionsoft. You can have triggers and rules. You can also do it, if you combine some software with, say, WordPress and Aweber, you can actually move people from one list to another with the API, without having the double opt-in. That’s a bit more advanced. So you can make it Infusionsoft desk or an office sort of pile of dish if you want. But I haven’t got that advanced but I have more simple automation which is if someone buys Wealthification, I will remove them from my free list for webinars that I run or whatever, and I start them from scratch. Or if they join the Wealthification opt-in, then I’ll take them off that and move them into the VIP list. Now, something interesting that I’m testing is an exit grabber. If people go to the homepage and then go to leave, it’s got a very subtle, “Hey, do you want to see the video anyway? No, I want to leave this site,” or, “Yes, I want to stay.” I’ve actually converted 4 percent of that traffic into sales.
TIM: So that’s a little pop-up. It just recognizes you’re about to leave and suggests watching the video before you go.
JAMES: Yeah and it just takes them to—it bypasses the opt-in, basically. Now, the other thing is people can bypass the opt-in if they go to the bottom of the page. They can click on Order and it bypasses the opt-in. So I’m not being forcible with the opt-in. It’s like an opt-in if you want, but there’s two other ways to get to that stuff. And that’s providing that they actually get the opt-in page because I’m split testing opt-in versus straight sales page without opt-in to check the conversion difference between the two. And it will take me a longer time to get the result because I need to know the lifetime value of those customers. But I’ll be able to measure.
TIM: Mate, there is a 3-day workshop in what you were talking about.
JAMES: But it’s fun.
TIM: I’m going to—it is fun, I’m sure.
JAMES: So the visual website optimizer—
TIM: I’ll share the tweet—sorry, I interrupted. Go on.
JAMES: You can just pop it all in one tweet, everything we just said.
TIM: No, I’ll share the tweet that I put out on the weekend and we’re going to have a bit of a laugh. We won’t mention any names, but I put out a tweet on Saturday which said if you run a business or thinking of starting or buying one, then watch this video and linked off to James’ sales page. And within a couple of minutes, someone who I thought kind of respected what I do on Twitter and knew I just didn’t go off spamming people, came back and said, “Which of the massive internet marketing make-money-quick people is behind this one?” And I thought that was a little bit offensive. And you must have seen it too. And I went back to him and said—I’m just looking at my Twitter timeline here as it loads—I went back to him and said that’s very harsh, insert person’s name. It’s actually good quality info that would benefit any business owner. And then he just started to say I’ve just been burnt so much from these things all the time in the past, I turn off now as soon as I have a video. As soon as I see a video landing page, which I think is quite an interesting conversation. And then he said it might have been harsh but equally legit. An equally legit question to understand the background. And then you came in and said to this fellow, “I mentioned my name at the 6th and 2nd.
JAMES: Yeah, well he’s obviously reflecting his thoughts and feelings about experiences that happened to him. And there are a lot of bandits out there. The thing that I have done differently on that page that he obviously didn’t bother to look at for more than a few seconds was in the second slide I mark.” So I thought that was insightful. I’m not flicking that aside. I thought it was a bit harsh, what this fellow said initially in response to my tweet. But clearly there is still a mindset out there of get-rich-quick, make money, see you later type people. introduced myself. I put my name and picture, explain my business, and reveal all of my business models. So there is not a scrap of make-money-fast, there’s not a scrap of promises, no guarantees, there’s no screenshots of money. So it’s different in that regard. But the other thing that I have put on this that most people don’t do is I put a PDF document where people can download the whole first module transcription for free and read it, and see every picture in the video and every word for word typed out. It’s just below the video. So there’s the video and the PDF document for people who prefer to read.
TIM: Well, the PDF document, you’re really sort of moving away from people who don’t want to download a PDF document and read it on the screen, then I have to choose to watch the video. If you think you might come back to just maybe a couple of paragraphs of copy that sit under the video or above the video.
JAMES: Well I could do. I could even—with Wistia, you could actually just hit a button that says Transcribe Video and it will display the transcription under the video.
TIM: What do you mean?
JAMES: You can have every word of that video transcribed, probably that video, for about $25. You just have to click a button. But the thing is if they just click on the PDF, it will just open the document in their browser. They don’t have to download it. They can view it right there and read it. Every single word that’s mentioned in that video, with pictures, for people who like pictures.
TIM: Bring it!
JAMES: Yeah. So it’s got audio, it’s got video, it’s got PDF, and every module is transcribed as well, so it’s really designed for younger and more mature traditional types because a lot of my customers prefer to read instead of watch videos.
TIM: Hey, pretty good insights there. A couple of more things before we wrap up show, wrap up Episode 35 of Freedom Ocean. I’m getting a little studio built in my home. And it’s going to have rockwall, which means it’s going to be very quiet. Because I do a lot of these recordings from my office and it’s got an air conditioning that’s blasting away. So I’m excited about that, James. That’s about 3 weeks away.
JAMES: So that means you’ve got rock climbing indoors?
TIM: No, it doesn’t. Not one of those rock holes that has little pebbles sticking out. It’s this insulation they put in inside the cavity of the wall. So I am excited about that. What do I call this—
JAMES: Are you getting a van as well?
TIM: What do you say that?
JAMES: I can imagine you’ll probably stow people away in that room and—
TIM: I’ve been talking to Luke, my other host on my other show about—so I was thinking I need somewhere quiet to record, and we finally figured out how we can create some space in my home. But one thing Luke and I were talking about was actually buying a white van and setting up a studio on the back of it. You know, like one of those big VW sort of things? Could have been the mobile recording studio if worst came to worst. Because I need a new car anyway.
JAMES: Could be a bit dodgie.
TIM: Yeah, yeah. Yeah, yeah. It’s a bit kind of Silence of the Lambs, isn’t it?
JAMES: Does this rag smell of chloroform?
TIM: (laughs) I don’t know. Just smell it! And before we close, I came across…because we’ve spoken a lot in very early shows about all the different internet marketing business models, and I interviewed a fellow last week. I was watching the TV news and this story came on. “Man Sells House on Twitter.” So what’s the story, I think. A bit clever. And I tracked him down on Google and interviewed him the next day. And he didn’t actually sell a house using Twitter. He did use social media very well to sell his house. But as a result of it, he has created a whole business out of using, of creating a blog and then using a social media, YouTube, Facebook, Posterous, Twitter, and Animoto, to sell houses. And he’s getting a huge amount of airplay in 7 countries around the world in all this, but to keep a long story short, what he’s done is gone to a vendor—he owns a digital marketing agency—goes to a vendor, creates a WordPress blog, and the vendor, the person who lives in the house, populates this blog with pictures and words, sharing what it’s like to live in the house, which kind of makes sense, you know? Get the person who lives there to talk about it instead of the agent. They still have an agent. And then off the back of creating that information out of the WordPress blog, just shares it on all the different social media channels. And I now notice within a week of doing that interview, there’s copycats popping all over the place.
JAMES: Yeah, well…
TIM: So I know that internet marketing business model.
JAMES: I’ve been there and done that, buddy! I sold my house on the internet years ago.
TIM: Oh you did! I remember you telling me that when we first met!
JAMES: It’s exactly the same. I’m sure he’s probably bought Business Internet Formula where I case studied and documented it.
JAMES: I’ve had a WordPress blog, I had the agent’s listing, I had pictures of the house, I had YouTube videos made from Animoto, Twitter, Facebook, Friend Feed. The bit he’s missing is the cost per view to roll up the ticket on the agent’s site, but we’ll keep that one a secret, just between us and Freedom Ocean.
TIM: The cost per view. Yeah, okay. Don’t tell anyone! Just whisper that to me.
JAMES: You go and bid. You bid 1 cent per impression on a big site like House.com and you land people on your house on the agent’s site and it increases the count for how many people viewed the listing. That pushes it up to the top of the page.
JAMES: So I managed to manipulate my agent’s website to have my house showing at the number one spot.
TIM: That’s unlike you!
JAMES: Yeah. Well, all I’m saying is this is not a new idea and I’ve done this already and it’s fully documented and there’s still a video up on YouTube and definitely works.
TIM: Clearly! I honestly didn’t know you’ve done that and in fact, finally enough, I’ve been trying to sell my in-law’s beach house for a few months now, which I’ve created a website for but hadn’t gone to the trouble of doing the rest of the stuff, so it’s on my list of things to do. But clever! Clever! And what I like about it, new or old, I mean it’s just a good example of getting the person who owns the thing to sell it or at least talk about it, because who could do it better.
JAMES: Well, I have a good customer of mine does exactly this. He helps people sell their own houses using the internet now and it’s revolutionizing the industry because they no longer need a local agent who’s just in that place. Now the customer can market their house anywhere in Australia. But I would not be surprised if the person that did this, whoever you’re interviewed, had access to my course because I know that at least 30 or 40 of my students have done exactly this for island properties, they’ve gone to developers and sold development homes and it’s not a brand-new idea, but when I did it, I haven’t heard anybody doing it.
TIM: I must say in justification, this fellow who I ended up interviewing never said it’s his idea or it was brand-new. And when I asked him how on earth did the Channel 7 news source, which is where I saw it, find about it. Did you do a press release? He said he had no idea how they found out about it. So interesting. Interesting. Hey mate, I reckon that’s a wrap at the 40-minute mark. There’s a few gems in there, I think, James. Any little nuggets at the end that you want to share or shall we say farewell?
JAMES: Well, I renamed my home server, my home router to Slow As Hell and the kids got a good laugh at that. One day when this high-speed internet rolls out, we’ll be cooking.
TIM: Yup! You will be cooking! Look out!
JAMES: Oh, I’m travelling too, soon. So next episode I’ll have news of the world.
JAMES: Heading off to America, catch up with some people and do some stuff, which will be good.
TIM: Well, absolutely! You’ve given us nothing but catching up with people and doing some stuff.
JAMES: (laughs) It’s important to get out there! I’ve been asked to talk about some high-level SEO stuff at a conference, so I’ll be heading over to do that. And when I come back, I’m sure there will be some ideas and news. Maybe we can have a show where we talk about the key insights from the coal face of internet marketing.
TIM: Hey, well, absolutely! At the bleeding edge.
JAMES: At the bleeding edge.
TIM: I’d like that! I’d like to have a bit of an SEO update.
JAMES: By the way, the site that I set up for this house thing was registered in 2008. So I did it 4 years ago.
TIM: Well, there you go. I have to tell this fellow—
JAMES: Tell him it’s old news. Send the TV crew over. By the way, there’s probably 10 other things like that that I have done that have never been published and may never be. It’s up to you to dredge them out of me.
TIM: Dredge them out? Alright, well I’ll do that. You should probably come easy once we start talking on a future episode.
JAMES: Probably have to spill my beans, don’t I?
TIM: Correct! Correct! Alright, mate, well listen, thanks listeners for tuning into Freedom Ocean. Go to FreedomOcean.com and register and you will get a transcript of every single episode we have ever produced and will produce. Until next time, see you out in the ocean. Thanks, James!
JAMES: Thanks, Timbo!
TIM: See you, mate!