#73 The ADD Episode

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What should you be doing with your business? Frequency, positivity, independence, and more strategies are discussed on this latest episode of FreedomOcean.

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In this episode:

01:20 – The Fawlty Towers strategy
02:17 – Can you have too much frequency?
06:31 – What’s a bigger yield in terms of frequency?
07:45 – What have Tim and James been up to?
10:10 – Highlights of Tim’s trips
12:00 – BIG learning
13:08 – The instant influence framework
13:35 – Want to know the voice behind Siri?
14:51 – The idea of re-calibration
16:20 – A great lesson for everyone
17:00 – Misleading customers
18:49 – A great takeaway for business owners
19:04 – The elevator ride of shame
20:40 – “Always lemonade from the lemons”
21:48 – The effects of podcasting for Tim
23:54 – What’s big in the marketplace?
25:28 – What’s a funeral futurist?
26:55 – Great interviews of Tim
27:46 – The most important skill to develop
28:59 – Bumping into famous people
30:47 – More about webinars
33:36 – Who understands GoToMeetings?
34:10 – This is HOT
35:48 – Tim giving up social media?
36:40 – When you’re being dependent on someone else
37:11 – A little but effective secret
38:20 – Truth = Results
40:00 – Wrapping it up
41:20 – Don’t watch this on a plane
43:00 – Movie rating system
43:50 – Have you seen this documentary?

Tweetables:

Handling frequency in business. [Click To Tweet].

This is still BIG in the marketplace. [Click To Tweet].

Truth is equivalent to results. [Click To Tweet].

 

Internet Marketing Products & Resources

Here you’ll find Tim and James have some things to help your business become more powerful.

 

Transcription:

Tim:   Listeners, welcome back to the FreedomOcean!

James:   Here we are.

Tim:   Here we are!

James:   Tim, are we still friends?

Tim:   We are bosom buddies.

James:   Someone asked me that. They said, “Are you and Tim still friends?” Yes, we are friends. We’re fantastic.

Tim:   It’s such a schoolyard question.

James:  (Laughs) Well, I was looking at sort of the run on episodes that we had December… December, January, February, March, and we kind of skipped April, so it went to May now. It would be good to get back to monthly at least, I think.

Tim:   Yeah. I hate podcasts talking about their shows, but I’m going to quickly get rid of this conversation. Suffice to say that going forward, I officially announce that we are going to adopt a Fawlty Towers strategy, which is one of scarcity. In fact, Fawlty Towers, did they make 13 episodes and that was it?

James:   Is that all? ‘Cause it seems like far more prolific.

Tim:   Yeah, it does. Well, I’m pretty sure it’s on our list, one of our listeners will tell us, Jimmy James, but it was a small number of episodes. I’m not suggesting we’re going to just stop at a certain number, but we’re just going to go sort of ad hoc when we feel the need, when we feel the ocean drawing us in.

James:   This is an interesting conversation because people are banging their chest about daily podcasts.

Tim:   Oh, they’re the tough guys.

Can you have too much frequency?

James:   The tough guys who are, some claimed to invent it when they didn’t. We know that. Anyway, I often wondered and I actually asked Andrew, this question from Mixergy about can you have too much frequency? And I think I sort of ramped up the needle a bit on my own podcasts. A fair bit last year, maybe a year, maybe even 2 years ago, I really pushed hard in the beginning, and I’ve tailed back to a nice level, but I can tell you some interesting stats.

Tim:   Here we go.

James:   Whenever we publish FreedomOcean, it gets about the most downloads of any of the podcast shows that I do.

Tim:   There’s a lot of love in the ocean, Jimmy James.

James:   There is a lot of, the ocean runs deep with our fan base. So the lack of frequency is noted. It is like a bottle of Grange. It’s getting that maturity about it. I do also, on the flip side of that, my other podcasts, some of them get a fairly good download rate, but obviously the frequency just makes them far more audienced, or the listenerships expanded significantly. So I think there’s somewhere a nice balance.

Tim:   There is, and there is no direct answer to this whole frequency question in marketing. Not just podcasting, but it’s like email frequency, it’s like how many times do you run an ad if you’re an advertiser. And you know, I cut my teeth on making TV commercials for global brands all those years ago, and God, you’d make an ad and it’d run 2, 3, 400 times, because you kind of have to drill it into people when you never knew when they were ready to buy. These email marketers… what’s that copywriter bloke that you and I get a bit of a laugh from?

James:   Who, John Carlton?

Tim:   No, no. He now goes into a fold or mine, he puts an email out a day. He’s got a weird name.

James:   Ben Settle?

Tim:   No. He’s an English guy, old English guy.

James:   Oh, Drayton Bird.

Tim:   Drayton Bird! I mean he’s…

James:   Man, he sprays it up on Twitter every day.

Tim:   Sprays it! He’s just got a big gun and he pops it up against the wall.

James:   Sales, blah blah blah. He’s a funny old guy. I still hang around with copywriters. I was speaking to one yesterday actually. He sent through the survey that I sent the new members of my mastermind. And at the end of it, I asked this one question, and it’s “What is it that you’ve learned after going through this survey?” And he said, “I’ve just realized that I’m fu***d.” Obviously we had to bleep that out there. And then he goes on saying like, “Seriously, I think I’m going to be your best case study ever.”

But they have such a dry humor and they go for, they say the thing that other people won’t say sometimes. And a lot of them come through arty fields, like comedy especially. I’ve noticed there’s a big tie-in. They really go in strange places because it’s all about the story.

Tim:   How’s your IDD going, James? We were just talking about frequency and you were just taking me down a path of copywriting.

James:   No, I’ve looped it right back here.

Tim:   OK, here we go, loop.

Stories and email frequency

James:   About stories and email frequency. For the last month, I’ve been experimenting. You will recall on episode 72, we’re talking about stories. And we also got a nice shout out from Valerie Khoo on Twitter.

Tim:   Ah…

James:   Hello Valerie.

Tim:   “Khoo-gar.” That’s what everyone said.

James:   I don’t know.

Tim:   Oh, sorry Velerie. You’re going to hear that and it’s just wrong.

James:   That’s so Melbourne of you.

Tim:   I love you, Velerie.

James:   Velerie?

Tim:   There’s a great song by QuarterFlash…

James:   A, it’s A. Valerie.

Tim:   Oh, whatever. There’s a song by QuarterFlash in about 1982 called Valerie. I love that song. I can still see the album cover.

James:   So, who’s off-tangent now? I was sending out emails less often for the last month or so. And I was putting a little more story into them. And then I posted a question about this to my community, and I said, “What do you think of the stories?” And some of them said, “Oh, they’re terrible, I can’t stand them, I’ll unsubscribe.” And the other ones are like “I love them, they’re amazing. I just love getting insights into your world.” And then there are some like “Well, they’re good sometimes, but not all the time.”

Tim:   You can’t please everyone James.

How efforts affect frequency

James:   You can’t. But I mean, these are paying customers so I do pay attention to what they say, and I learned something from it. And here’s what it comes back to: In terms of frequency, you might get a bigger yield off a slower harvest. However, usually when I add it up, a little higher frequency with a slightly less yield often gets a much bigger crop overall. And that’s what I found with emails, with podcast downloads. To go for a fairly good effort more often usually gets a much bigger result than an amazing effort very infrequently.

Tim:   Well, I think it’s about quality. I think being prolific is relatively easy. Being prolific and offering high quality is really hard.

James:   Yeah, that’s like, we’ve talked about Seth Godin.

Tim:   Yeah, yeah, yeah.

James:   Like he puts something out every day, but a lot of it’s drivel, and some of it’s genius, and I think…

Tim:   Hello, Seth.

James:   Hey, Seth. There’s very little chance he’s going to comment on our show. He doesn’t really comment on…

Tim:   He listens. He gets half his ideas..

James:   Well, we’ve got Arnold Schwarzenegger listening to my other podcast, in our imagination.

Tim:   (Laughs)

James:   Joel and I often have a big shout out to Arnie because Joel does a good impression of him.

Tim:   I was in his city last week.

James:   You were and it seems like you bumped into just about every possible famous person or superstar. I’m interested to know, and I’m sure our listener would. What were you up to? You had some kind of conference?

Tim:   Are you interested?

James:   Were you dressing up as Mickey Mouse or something?

Tim:   Well, as long as we can pull something back, some kind of business learning from this navel gazing.

Business and travel

James:   Well, OK, just on that to make it relevant, I’ve also been away since we recorded. I’ve been to the US at least once, maybe twice, and I’ve been to the Philippines. And today I was speaking to someone from my old world from the old car industry. It’s just so apparent that we’re in a time and an age where you can build a business that is location independent, so you are still able to travel and I imagine that you were on your marketing sojourn in some way, and you’re tied back into a monetized fashion.

Tim:   Correct. I wouldn’t be as a disciplined traveler as you. You’d be getting there, you’d arrive, you’d get out the Macbook, you’d Skype, you’d email. But I kind of get there, the first thing I did was hire a car and drive to Six Flags Magic Mountain and ride 19 roller coasters for 9 hours.

James:   No. We’re much more similar now, Timbo.

Tim:   Cool.

James:   Like if there’s one thing to summarize this sort of phase in my year, I’m really simplifying and I’m building a lot more lifestyle in. I’m having a lot more purpose with the things that I’m doing. And it really started from December, when I started having the, I took Sundays off, and then I sort of graduated to Saturdays and Sundays. And now when I travel, I generally don’t schedule anything for the time that I’m away, so that I can really focus on adjusting to the locale and doing whatever I’m there for, if it’s a convention or if I’m sightseeing or whatever. I want to be able to not be dependent on that.

So a lot of that has come from building better frameworks and leveraging my team resources better. I’ve palmed off a lot of things that I used to do myself and I’m going to continually doing that, making a note of what I’m actually doing and then saying why do I have to do this? Why am I the only person that can do this? So, getting back to your situation, if you and I went somewhere together, I reckon we’d both be able to hop in the car, go to the roller coaster.

Tim:   Hmm, that would be fun.

James:   Yeah. So what was the highlight of your trip?

Highlights from Tim’s trip

Tim:   Probably the roller coasters. Well, here’s the thing; since our last episode, I’ve been to a few places but let’s focus on last week ‘cause that was LA. I spoke at a conference at Disneyland. Well actually at the Disneyland Convention Center, which was a bit of a wacky place, lots of Americans with prams  and screaming children. So that concept of “the happiest place on earth,” I’d question that. Because I went across to Disneyland, and again, more prams and more screaming children.

So, I spoke at a conference there, which was great. I can’t tell you the learning and I need to say this without sounding egotistical but there were a couple of American speakers, no Aussie or Australian speakers, this is a 3-day conference. Well actually there was one other, but she’s living in New York. I thought, gosh, I hear from these American marketers and social media people and kind of see where it’s really at. They’d be the pointy end, James. And I didn’t think they were, either that, or maybe I undervalued the knowledge that I have in the area of, kind of modern marketing methods. But I was surprised that just the kind of stuff they were sharing, I’m going, “Yup, know that, know that, got it, got it.”

James:   I think we often underestimate how much we know. It’s a pretty common experience with members of both of our communities. They go out to normal public and it’s like they’re aliens speaking in another language.

Tim:   Yeah, yeah.

James:   Opt ins, posting, propagation… like what the hell are you talking about? And when we go to local meet-ups, it’s so good to have 25 or 30 other people who can speak the same alien language as you. And it is like you’re moving between different worlds.

BIG learning

Tim:   Don’t underestimate what you know. Big learning.

James: You know, I’ve told you plenty of times that you’re like a superstar marketing genius, and I think even you don’t believe that yet.

Tim:   Nah, no, certainly not. I am, in fact, I just added a slide to my Keynote, which is all about kind of questioning “Really, could you do that?” Like a self-belief type stuff. It’s kind of an interesting path I’m learning to kind of involve the audience more in, to question what they would never ask but one that I kind of want to bring to the floor, which is you know, who am I? I should be able to do that.

Instant influence framework

James:   Right. So I’ve got an interesting sort of take on that that might help you with that process. This one thing that I used in my last workshop day, my small workshop, I had about 30 people. I asked them to list down their action steps, and then after that, I asked them to list down what would stop them achieving it. And then I asked them to write down how they’ll get over that. So I was kind of building off the instant influence framework. And sometimes the reason why they might not be able to achieve it is that they don’t have the knowledge they need, or maybe they don’t believe that it’s possible. And then we can work on how they would be able to overcome that. So it’s really pre-doing the objections, or finding out in advance what’s going to happen when they go home and then fixing it on the spot.

Tim:    I like that.

James:   Yeah, well feel free to swipe it.

Who’s the voice behind SIRI?

Tim:   So I did that. I spoke at that and there were some American speakers and then there was the other Australian girl who is now living in New York, was a lady by the name of Karen Jacobsen, and I think you know who that is because I think you might have seen me post it on Facebook, but, if you don’t, she’s the voice of Siri, and she’s also the female Australian voice on the TomTom in-car navigation. And that was just kind of funny to hear her speak, right? ‘Cause you know, she’s speaking from the stage like, that’s Siri talking on stage.

James:   Wow! That is surreal.

Tim:   What’s particularly surreal is she’s going to be on the Small Business, Big Marketing show next week. Well, this doesn’t matter ‘cause these people could be listening to this in a year’s time but she’s going to be a guest on my show in a couple of weeks’ time. She has gone and created an… she’s a singer by trade. She’s a cabaret singer type person.

James:   Wow, and now she’s the GPS girl.

Tim:   Now she’s GPS and she’s Siri. And you know how in the GPS on TomTom, you know that whole phrase “recalculating” when you go off course? Well she’s gone and created an entire personal development keynote and workshop and book called Recalculating.

The idea of re-calibrating

James:   Oh, wow! ‘Cause I had a pretty big push recently on the idea of re-calibration, which I’m sure is just the same thing.

Tim:   Yeah, yeah, well it is.

James:   It actually came about from when I go surfing, the key that I put into my garage was stiff and it wasn’t turning right, and I was worried that it would snap off.

Tim:   I think it was the lock that was stiff. The key would have been highly erect anyway ‘cause it was metal.

James:   Yeah, OK, fair enough. But I put some lubricant into the barrel and it didn’t help. Well it turned out that the extension rod that protrudes from the garage door into the hole in the cement didn’t have enough clearance.

Tim:   You are playing games now with words.

James:   Now I had to insert a screwdriver into that hole and create an extra space so the metal rod could slide into the hole properly, and now it just drops in, it glides in beautifully.

Tim:   Oh, yeah.

Lesson learned

James:   I turn the key, it’s smooth as silk and no risk that the key will break. And I told a story about that, and the whole point was, the tiny little recalibration, was like 1 millimeter of change, allowed a completely different result, and we can apply this to every area of our life. I actually did a whole blog post about this. I reckon she’s onto something.

Tim:   Do you?

James:   Yeah, but so here’s the point back for our listener, the point is there’s something in your life right now that you could pull out and package for your audience and make it relevant for them.

Tim:   Are you talking to me or the listeners?

James:   I’m talking to both; I’m even talking to me. I’m talking in the mirror, because every single day I’ll utilize something that happens in my life, and put it into a business application to help someone. So for example, today I went down to the coffee shop at an unusual time of 3:15 right? ‘Cause I surf during lunch time, I had a call afterwards.

Tim:   Feeling a little bit lethargic.

When a business is misleading a customer

James:   No. Basically, I’m just on a slightly different schedule now. I wake up at 6 o’clock. It was kind of like a, it was actually a “merienda” they call it, afternoon tea.

Tim:   Who calls what “merienda?”

James:   Filipinos.

Tim:   Ah.

James:   Afternoon tea. Merienda, this is sort of…

Tim:   Where are you? Are you in Sydney or?

James:   Yeah, I’m in Sydney. I’m just slowly morphing.

Tim:   What did you order? Did you order a… let me guess?

James:   Well that’s the thing. I went in, there’s a big sign at the front and it said, “breakfast and lunch all day”. Huge sign, it’s like 1.8 meters tall.

Tim:   Hmm, big sign.

James:   I walked in. I saw on the chalkboard what I would like to order, and the lady says, “Oh, I’m just letting you know that the kitchen closed at 3.”

Tim:   Oooh, red wrecking bull. Did you say “Do you know who I am?”

James:   I’m like, “Oh, OK.” No no, I didn’t. I had to say, “Oh ,sorry, by ’all day’ you mean it closes at 3?” She goes “Oh, yeah. Yeah all day until 3.” I’m like, why have you got the sign out the front? I walked out. I walked into the next place and asked the guy if he’s serving lunch and he goes “Yeah.” And he gets a menu, gives it to me, and then the boss of the shop goes, “No mate, kitchen’s closed.” I’m like, “Are you…” Like seriously, I’m hungry now.

Tim:   Yeah, and angry.

James:   And stuck 2 for 2.

Tim:   You’re “hangry.”

James:   Two from two. And I said to calm down a little bit and just go into the next place. But I certainly don’t want to reward either of their shops, as my custom, when they’re misleading me. And I accept that I’m going at a weird time, but I do everything differently than the rest of the population. I’m counter cyclical so I accept that I can’t always have everything that I want all the time, but don’t misrepresent.

Tim:   Yeah, yeah.

James:   I can’t remember how we got into that.

Tim:   Neither do I, but did you end up getting something?

Be very clear with your audience

James:   No. It’s about utilizing something to happen to me today. So the takeaway that I could draw from that is that be very, very clear with your audience about what you can offer and what you can’t offer. And don’t pretend to offer something if you don’t because it will upset people. I wanted to take a picture of it and Facebook it.

The elevator ride of shame

James:   By the way, just prior to that, the lift pulls up, there’s a lady with a pram and a little kid, and I get in the lift and the lady looks like there’s something terribly wrong and she looked like embarrassed and red. And I turn around and every freaking button was lit up on the elevator. This little kid had pushed all the buttons. And to top it off, like they’re next floor down, then they will get out. So I have to do the elevator ride of shame with every single button and every time the door opens, there’s a risk someone’s going to get in and they’ll all look at me. Who else are they going to look at? And they’re going to think, this id**t has pushed every button. It was like the perfect…

Tim:   Yeah. And every time they walked in, you had a choice. You could have blamed the kid or you could have gone, “Hey, how fun is this? I pushed all the buttons.”

James:   Yeah, there’s no one there, it’s just me now. Just some crazy guy pushing all the buttons. And I live here.

Tim:   Yeah, yeah. How funny is that guy? How funny is that guy? I pushed all the buttons.

James:   Yeah, so they looked at me weird the whole time, luckily no one got in.

Tim:   It’s good sales. There’s a bit of a sales strategy in there.

James:   What?

Tim:   Like if you’re kind of stopping at every floor. You know, you’ve got time to get your elevator pitch right.

James:  No. I had a look around. I sussed out the different foyer treatments. Some people have got pictures on the wall in the common area and the coffee tables. Some people have toys and stuff. So here’s another lesson, like there’s always stuff right under your nose you’ve never seen because you just bypass it. I basically got a little research experience of my location.

There is positive in everything

Tim:   There you go. There’s positive in everything.

James:   Yeah.

Tim:   There’s positive and a negative.

James:   Always. Always lemonade from the lemons. And you’re going to get them all the time.

Tim:   Correct. Hey Jimmy, I checked into a hotel, inside it’s President Obama.

James:   Right! Did you get frisked?

Tim:   Visually I did. I was being watched the whole time. I recorded a video and one of the Men in Black walked in and just gave me, he said, “Don’t do that.” I said, “Mate, I’m in the foyer of the hotel of which I’m a guest.”

James:   And what did he say?

Tim:   “Yes, don’t do that.”

James:   Really?

Tim:   Yeah, it was pretty cool.

James:   Can they stop you?

Tim:   Yeah, he stopped me. We were staying at the Beverly Hills Hilton. And he did, the President, he did check in, took 3 floors. He takes the middle floor, and then the floor above and the floor below were empty. There were police, and blokes in black, and dogs, and I don’t know.

James:  Why do you say?

Tim:   Yeah. Security sandwich. Blokes on the roof.

James:   Is that a security sandwich?

Tim:   I was even told there was a guy behind the counter. One of the porters, one of the concierge was actually a Men in Black. But he was dressed as a porter, full on.

How to get invited to events

James:   Wow! And so, how did you get this event? What’s the marketing lesson? How did you get invited to speak at Disneyland?

Tim:   It was a conference. It was just a conference for a financial planning company out of Australia. I have a new conference and this time, it was at the Disneyland Convention Center and I was invited to speak there. And then they moved to the Beverly Hills Hilton for the last night for an Oscar’s Night, a gala ball, which was a lot of fun.

James:   And how did they find out about you speaking?

How podcasting changed Tim’s career

Tim:   The whole thing. This is the thing. The whole reason that I now travel the world speaking is because I started a podcast 5 years ago. Like there’s a direct line relationship.

James:   Yeah. I’m sure of it. You build reputation and authority; you can stick whatever you want on your banners or products pages on your site, whatever that is, whether you speak. Effectively it’s a service and whether you’re an affiliate or you have software as a service or whatever, I think it’s just the most beautiful model.

Tim:   Beautiful model. Then you know, I did about 2 years ago, I got signed by Speakers Bureau because I did a particularly good job on one road show that I did, and they said, “Hey listen, why don’t you become exclusive with us?” and off the back of that I did. Well that has been cool. It’s one of those things “careful what you wish for,” because I don’t know, we’ve had this conversation before, James. But because I did have spinal surgery a couple of years ago. I’m sitting in a computer and just focusing for long periods of time now, I find more difficult and so speaking kind of plays to my strength of I love speaking, sharing knowledge. It’s a physical activity. That whole being on stage, you’re up and about and travelling around is physical and so, more movement, which is kind of cool. So yeah, be careful what you wish for.

James:   I was speaking to one of my students today. We did a podcast about speaking. Funny that. And the main point was that in the time that I’ve been working with her, she’s been able to stop the travel and start doing from home in webinar format.

Tim:   Oh yeah?

James:   And I think this is going to be a growing trend. If you want to put on the forward filter, I’m looking at what’s happening in the marketplace and here’s what’s big.

What’s big in the marketplace?

James:   Podcast is still stronger than ever.

Tim:   Ever. Getting bigger, more competitive.

James:   Yeah, and I just released a new one and it just went gangbusters. So I’ve got a lot of validation that podcasting is good. I believe that webinars are very, very strong right now. They’ve been happening forever. But they’re just coming to the fore because some of the better practitioners who haven’t made it a big public deal about it are getting exposed. For example I recently published a whole session from my event on how to run proper webinars, and that has had a lot of reaction. And just couple of traffic source in front of that; you stick a podcast or some Facebook ads or an email list or some joint ventures, driving people to your webinar and then you do probably what you’re doing. You do some kind of consults or decision-making process to decide what thing someone is buying and then they order. In my case, where I’ve really specialized is creating recurring income streams. In your case, you’re doing the keynote speaking and a little bit of recurring income stream. And our listeners could be selling anything from car parts to funerals. Literally anything.

Tim:   Why a funeral? I want to interview an undertaker.

James: Well, I know one.

Tim:   I really want to interview an undertaker.

James: Yeah, I’ll hook you up with Robin Heppell.

Tim:   Who’s that?

James: The Funeral Futurist.

Tim:   What’s a funeral futurist?

James: He is a marketing expert for funeral homes.

Tim:   No.

James: He was a funeral dude.

Tim:   Ha! (Laughs) There’s a niche.

James: I’m sure he’d love to come on the show.

Tim:   That’s hilarious. The Funeral Futurist. And he’s literally providing marketing advice to funeral homes?

James: Yeah, man, there’s niches that are just hilarious.

Tim:   Yeah.

James: I was on someone else’s podcast this morning. And he said, “Look, this works for anyone except for maybe if you’re selling software to the NSA.” And I said, “Well, actually…” One of my customers sells things to the NSA and I’ve helped him do the domestic market version of his product that he’s been selling to military applications. He’s now selling it to hobbyists, let’s say. It’s a very, very popular device that does some pretty cool stuff, that we won’t talk about.

Tim:   Right.

James: But it’s just fascinating how broad this model can work for.

Tim:   Boy oh boy, is it ever. I do love a niche. I love it when I come across an unusual niche, like that.

James: Well, I think you’ve probably got the most eclectic interview of weird niche podcasts in the world.

Tim:   Which one… oh, overall?

James: Well, yeah. You’ve got the guy with the Titanic submarine, you’ve got the GPS girl coming aboard, you got bakers, you probably have candlestick makers, too.

Tim:   I’ve got a guy, I won’t say who it is, yet, but he’s an A-list TV personality of the past, in Australia, who is no longer a celebrity. Well he kind of is, but he’s no longer on TV. And he’s into real estate. And I think that’s really, well, it’s not cool, but I admire…

James: Oh, the poor soul.

Tim:   Well, I…

James: It depends on how… Big hello to all you real estate agents out there, but it does seem to have a negative connotation for me.

Tim:   It does, but I admire… the reason I’m getting him on the Small Business, Big Marketing show is because I admire his, what’s the word, humility? He’s dropped his pride. He’s said, you know what? My TV days are over, I’ve got to make a coin.

James: It’s like a sports star has to, you know, go off the field and maybe be a commentator or something.

Tim:   Yeah. I really admire that.

The most important skill for anyone to develop

James: Now I do, and in all seriousness, I think the ability to master change is probably the most important skill for anyone to develop. And you know, real estate or car sales or whatever, if you’re out there and you’re not taking benefits and you’re giving it a shot, good luck.

Tim:   Yeah, I agree. Change is scary for some of us.

James: And TV, TV stardom is fleeting, isn’t it?

Tim:   Well, I don’t know.

James: Well, I do. I wasn’t fearless. It was like a little micro-blip on my life spectrum. It was such a very interesting insight into the behind the scenes.

Tim:   I don’t think either of us are in a position to talk about TV fame. And I think your little fleeting film moment was exactly that.

James: It was. I was watching a movie the other day about the behind the scenes with Hollywood actors about some ex-child actor representing other people and it was like, it’s just hardcore. Hollywood is a special place. Now who else did you bump into apart from Obama? Did you bump into anyone famous?

Bumping into famous people

Tim:   Yup.

James: Who?

Tim:   I was shopping at the Ralph Lauren store on Rodeo Drive. And so was Jennifer Aniston. I was very excited by that. That was more exciting than staying in the same pub as Obama.

James:  And did you have any exchange?

Tim:   Ohhh. I caught her looking at me.

James:  Well, she’s only human, Timbo.

Tim:   She’s only human. It was probably because I was staring at her. And it was more of a look of, “Could you stop staring at me or I’ll call the police?” You know what they’re like.So that was kind of cool.

James:  And did she stop staring at you?

Tim:   She bought a white dress and hopped into a black Range Rover and whisked herself away, which I’ve discovered because I was interested to wonder who am I going to see, being the star-spotter that I am. And I’m like talking to the bloke in one of the other stores, one of the shop attendants in Rodeo Drive and like, who do you see? Who comes in? And he said, “Mate,” – I want to try the American accent – but he said…

James:  That was the least American accent I’ve ever heard. I’m thinking, what’s this Aussie guy doing?

Tim:   Yeah, I was like, mate, mate,? Well he was gay, so I could do the gay accent but I couldn’t do gay American accent. So I was like, seriously, like the A-listers, they don’t come in, they just send their stylists in. Right?

James:  So you had low expectations?

Tim:   Yeah, yeah. He’s like “They don’t come in.” He said, “The fact that you saw Jennifer Anniston, real lucky that she was doing some shopping for herself. Normally, they just send their stylists in.” But that was kind of cool.

By the way, the headline for this episode, the ADD episode, we’re going from pillar to pillar here.

James:  Do you think it’s too many pillars?

Tim:   Oh no. It is what it is, Jimmy.

James:  I’ll take what we can get.

Webinars as marketing channels

Tim:   Yeah correct, correct. You were giving us some insights into things that are hot-rod. Now I agree, podcasts’ early days mate, early, early days. Webinars, I just wanted to say on that webinar thing before you give us number 3, is webinars got a bit of a dirty flavor about them because so many people abuse them to just as a sales channel. Come on. And you know, I’ll give you 30 minutes of gold but then you’re going to have to listen, we don’t have to, you can hang up, but then I’m going to give you 60 minutes of pitch.  So, think often, webinars have lost their value. That’s it. I sold a webinar last year. I had 50 people on. I think I paid, I can’t remember what it was… 80 bucks or something, 79 bucks? It kind of proved that they can be a revenue channel but I hope that they do come back because they’ve been around a long time as a marketing channel, as a way of communicating and sharing and  teaching. I reckon they’re gold.

James:  Yeah. That’s the way that I use and mostly, it’s for content delivery and it’s fair to say that I probably bring in about 6 figures a month from just content webinars, just only to paid people.

Tim:   OK. So, within your SilverCircle, you use Webinars to then deliver content.

James:  Yeah. I meet my members every week, and in SuperFastBusiness every month.

Tim:   Pretty amazing technology, isn’t it?

James:  It is amazing technology. I could just click a button on my computer and have a thousand people watching whatever I’m doing. It’s great. And the seed of this idea for me came from the first Underground that I went to, number 4, and they’ve done number 10 now. I spoke at number 10 and this guy Hubert and his mate were doing stockbroking and…

Tim:   It’s a funny name because as an Australian. I wouldn’t know whether to lengthen or shorten that name. Would I go Huberto?

James:  Yeah. I suppose it would be like Bert?

Tim:   Bert? Yeah. I guess so.

James:  or Hugh? Or Hub?

Tim:   No.

James:  Bert?

Tim:   Hub.

James:  His name is Hubert Senters, with an S.

Tim:   He’s got a verb for a surname.

James:  Really, really cool guy. Very clever guy, he was a stockbroker. And he was making  a lot of money stockbroking millions and what they did, they actually turned the video off for this section, it was so important.

Tim:   In camera? It was in camera?

James:  Basically, they turned the cameras off. And he said, “What we did is we charge people to just turn up and watch us trade live every day.” And they doubled their sales or something like that. It went from 4 million to 10 million or something in revenue just by charging admission for people just to sit over their shoulder. And they’d literally like have a lunch break. They’re like, “All right, we’ll see you in an hour.” And then I went home and just like, I just “webinared off” my face from then, I’ve had a GoToWebinar account for 6, maybe 7 years.

Tim:   “Webinared off” my face.

Who understands GoToMeetings?

James:  Yeah.  Like I do, I run webinars every week and I have done for years. But still, if you go and speak to the average person out in business land, only sort of managers and etc. will know what a GoToMeeting or a webinar is as they’ve cut down on airline budgets and they want to do virtual meetings. But a man on the street, the normal sort of on the corner person, it’s not really their favorite. They’ve still got a long way to go.

Tim:   I agree with that. What’s another thing that you think is hot?

This is HOT

James:  Facebook Ads. It’s just huge, Facebook ads, everywhere you turn. Facebook ads. Facebook ads. Facebook ads. It’s just how…

Tim:   Facebook sucks, though.

James:  Well, I was going to say you do a  great job because I found your, I mean I knew you were awake because I was watching your Facebook updates when I log on for mine like 3 minutes a day, Facebook feeds, if I remember. I actually spend like less than an hour and a half a week on Facebook.

Tim:   Just think, it’s just they’re limiting what we’re seeing. I don’t get it. I honestly don’t get the algorithm anymore because I could log on to my Facebook and the first update I see is one from like 24 hours ago, and it’s not because I haven’t refreshed. Like I’ll do, I’ll hit New Stories and then I’m seeing stuff that would be like, and there’s this one guy who just is in my feed the whole time.

James:  You can unsubscribe from him.

Tim giving up on social media?

Tim:   Yeah. I know, I can do that. I don’t know, Facebook, come on. I reckon you’re losing the plot a bit. You’re becoming less relevant. And you know what it’s like, you know when you kind of hit that point of like, we are now so big we’re just going to peel it ripe and pillage with advertising in Facebook’s case? And I know Facebook ads work and we just launched this week some videos, and they’re going to have Facebook video ads. I don’t know, mate. Anyway, that’s my rant about Facebook. You know I’ve had a love-hate relationship with social media for a long time and I find it… You know what I’d love? Digressing here but hey, welcome to this episode. I would love to just give up social media. Ah, because I just haven’t quite got the bowl.

James:  But I thought, you actually… Zuckerberg loves you, bro. You’re putting great content up there for him, making him rich.

Tim:   Yeah. Exactly.

James:  I’m not doing that so much. I just want to put up my own site.

Tim:   Yeah. You kind of…

James:  I’ve got a Facebook to bring people back to my site.

Tim:   Yeah. What were you going to say, having just kind of smashed Facebook as a content provider…

James:  You’re on fire, man. You smashed America. You smashed Facebook and… this is great.

Tim:   I’ll smash something else before we finish. But say, despite the fact that Facebook as a content platform, I think, is losing the plot, Facebook ads are doing OK and I’ve seen that from my business and you’re seeing the same.

When you’re being dependent on other platforms

James:  Yeah, I’m not a heavy user since I got banned from Facebook, banned from Google AdWords and recently got banned from Amazon’s affiliate program. Basically, I’ve learned so many times not to worry too much about being dependent on someone else because eventually, they will ban you. It’s not that I’ve done anything that I could put my finger on. I had an agent running my ads. I had no idea what I did wrong. There’s been no recourse. You end up just getting switched off with this super arrogance, but good news is I’ve…

Tim:   It is, isn’t it? Super arrogance.

A little yet effective secret

James:  If someone is listening to this, and then they go, “But I saw an ad…”  Yeah. I set up another account. It’s our little secret. It’s just between you, me and Timbo. Basically, it is very effective. You can super target. You can bring people to wherever you want. And that’s hot because everyone is on Facebook. Most people are on Facebook. They spend hours on there. I know people who spend 12 hours a week on Facebook because I’ve had all my students install Rescue Time so that they can just get a reality check on their own capacity. It’s very revealing. Every week, it just automatically sends you a report, it says, “Here’s a…” It’s always email. Email is number one every time. And then after that, it’s like, “Oh dear… Oh really? That much Facebook?”

Tim:   Remind me not to install Rescue Time. I don’t think I want that reality check.

James:  Timbo, you should install Rescue Time.

Tim:   Ah. I thought I said not to remind me.

Truth is equivalent to results

James:  I was just getting in there while it’s not too late. It comes back to what we’re talking about a few episodes ago. The more truthful you want to be with yourself, the more results you get from your business.

Tim:   Ah. So you’ve kind of… You got to look in the mirror every now and then. Is that what you’re saying?

James:  It just sends you a little thing. Here’s how I use it. I make sure I’m not working too many hours a week. If it sends me a higher workout week, then I feel like I haven’t been very effective because I’ve got to fix my procedures, fix my frameworks. And I know if you’re going to spend too long on the computer, you’re gonna become dull, ineffective, jaded. You’ll be less polite with people. I’d rather be fresh and keep my time to specific, purposeful sessions. And I really aim for a 25-hour work week. In the past, it has been significantly higher than that but I think that’s enough time to have a life, to do some other things in your day, and this is pretty much like a 5-6 day work week.

Tim:   When I met you Jimmy, a few years ago, you were working your ring off.

James:  I was working very hard. Too hard. Too much. And I am a reformed man now. I’m a surfer. And funnily enough, I’m still able to run the business more profitably and enjoy things like reading and watching movies and stuff that I used to feel… I used to always be drawn to the computer but now, I’ve let go of that need to do that.

Tim:   You are a changed man.

James:  I told you I’m more like…

Tim:   God help you. God help you. Hey, we’re at 40 minutes, I’m going to wrap things up. There’s enough jibber jabber. There’s enough things that people need to get their head around.

Wrapping things up

James:  At the very least, it’s been just wonderful to catch up and see what you’re up to.

Tim:   Did you record any of this?

James:  I think so.

Tim: Oh, what are you going to do with it?

James:  I’m going to publish it. I’m going to publish it in our May episode.

Tim:   In the form of a podcast?

James:  Yeah. Podcast it.

Tim: Yeah, podcast it. Whack it out there so people are going to listen to it on their ‘pods. I’ll tell you what…

James:  Did you have something to say about our homepage?

Tim:   Yeah. Cool homepage. I hadn’t been to the website of FreedomOcean.com.

James:  You hadn’t been to our own website so long, you got the first time visitor cookie.

Tim:   It’s pretty sweet. It’s got a GIF of James’ backyard or front yard on it. So go on and check that out, I won’t say any more. Well it says, basically, give us your email, or we’ll come and get you. That’s what it says. And you can’t skip the page.

James:  You can skip the page.

Tim:   No, you can’t.

James:  Well no, you can but you shouldn’t. Is that what you’re saying?

Tim:   No. If you hit the ‘Skip this page’, what it does, it takes us to your bank account.

James:  I love it.

Don’t watch this on the plane

Tim:   That’s what it does. That’s called Internet marketing extraordinaire. Hey, just to finish on a Hollywood note, really just to talk about a film that I’ve watched 3 times in the last 3 weeks. Don’t watch this on a plane, because you’ll laugh out loud and people around you get the sh*ts. How funny is Anchorman 2?

James:  It’s OK.

Tim:   Ah. OK? He’s a genius, Will Ferrell.

James:  Yeah, I’m always intrigued on the airplane, when people are watching movies that have nudity in it.

Tim:   Ah, it’s weird, isn’t it?

James:  And I see them sink a bit low, I think you’re like, sitting next to people. It’s not the sort of thing that, it’s just…

Tim:   Yeah. It’s weird, because you’re thinking…

James:    It’s not just me, right?

Tim:   No, it’s not. And I got busted a couple of weeks ago, I was watching Little Britain. That BBC thing. And there’s one of those skits with bubbles and some other, and they get dressed up in those really big, fat, nude fat outfits. Does that make sense? Yeah, basically they’re in those costumes, listeners, where…

James:   Fat suits.

Tim:   Fat suits, but they’re nude. Nude women. I just laugh out loud when I watch Little Britain, and then the cabin crew guy just comes to serve me, my you know, half warm blueberry muffin and there it is, there’s the two of them in those nude fat suits. I just felt weird. I felt dirty. I felt as though I shouldn’t be there and I was just a naughty boy. It’s like my, you know, dad had found my Playboy stash when I was 24.

James:  Right. Late developer. So, yeah, I watch quite a lot of movies and I ran a little movie rating system inside one of my memberships.

Tim:   Right.

James:I give it a score out of 10 and a commentary.

Tim:   Can you ask them what they think of Anchorman 2? Because, clearly, you didn’t rate it whereas I’d just rate it really highly. And Steve Carell, I reckon, is almost as good as Will Ferrell.

James:  Knock yourself out. I did put a rating in there, but it’s buried in the…

Tim:   Rock.

James:  It was a long time ago since I watched that one.

Tim:   What?

James:  It’s an old one. Here’s my claim to fame. I’ve seen every single film on the Qantas airplane. Latest movies and documentaries.

Tim:   You’re exhausted. There’s actually not as many. I mean, that’s pretty, you travel a lot but there’s actually not as many as you think. I’m surprised.

James:  Yes. It’s true. It’s not that many.

Have you seen this documentary?

Tim:   Have you seen, now we’re just buying time here, most listeners have turned off anyway, Jimmy. But I gotta laugh, if you’d seen, you would have been, seen the documentary. Do you know which I’m gonna say?

James:  Blackfish?

Tim:   No.

James: The one about Twitter?

Tim:   No. That’s boring.

James:  Henry Ford?

Tim:   No. This one’s kind of weird and wonderful. The man with the world’s giant… The world’s giant testicles. The man with the world’s biggest testicles.

James:  Yeah, that’s really unfortunate.

Tim:   That’s unfortunate and sad, but he’s a good guy.

Little guy, Big personality

James:  So often, so many times I came out of the surf yesterday and I walked up the steps and there was a… I’m not sure of the appropriate word to call these people but they’re not very tall.

Tim:   Right, a midget. A dwarf.

James:  Is it a midget or little person? OK. I get confused. But anyway, he had a huge smile on his face and he goes, “The waves look a bit small in there.” And I’m like, “Yeah, they’re a bit small.” He goes, “I bet it’s warm.” And my first thought was, you know what, big personality. Big personality. Quite often, someone with a physical difference is going to be really big on the personality and the character because society’s probably mean to them.

Tim:   Well, what I can say, and it is an unfortunate condition which he had fixed. But the man with the world’s biggest testicles is actually a really good bloke and I wish him all the best and good on him for putting himself on that documentary because he didn’t, he certainly didn’t have to. Well maybe he did, maybe it paid for his medical expenses. I don’t know. Jimmy, we are waffling.

James:  Yeah, we’re over. We’re going to get off. We’ll quit while we’re behind.

Tim:   Correct. Correct. And as comedians, I think we’re great marketers. I think we’ll leave it there, buddy. This has been FreedomOcean.com and we will be back sometime in the future. See yah.

James:  See yah.

 

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  • ok.. to sum up … for my start up business .. its (1) Goto Webinars, (2) Facebook Ads to get people to my site, (3) rescue Time 🙂 (4) Podcasts . Thank you guys !

  • Hey James and Timbo,

    Love the Banter episode. Awesome that you were banned from Facebook, James. Timbo, having Jennifer Aniston staring at you – good thing you’re not a local – no telling the results.

    Catherine

  • funeralfuturist

    Thanks for the shout out James! Timbo, let me know if you want to line up an interview.

  • Troy Dean

    It’s funny to hear Timbo saying that Facebook is crap these days but FB ads are still working a treat. The reason FB ads are working so well is because their algorithm is designed to keep you logged in as looooong as possible by showing you the most engaging content from your network (that is content that has likes and comments). It’s not necessarily the most relevant or the newest content – it’s the content that is deemed the most “interesting” by your friends and friends of friends – that’s why babies, cats and food always win.

    But of course, you knew that already 🙂

    • Totally. It all depends on who is using Facebook and for what purpose. I suspect I am a light user compared to most.

  • Nick May

    Good stuff you guys! I’m stalking Timbo a bit, and found you guys last night. Just want to thank you for keeping me up half the night. I just kept think, “Just one more.” So I was listening to SBBM when Tim had you on several years ago (yes, I’m listening to the old one), and was interested in the program Fast Web Formula. Has that changed to a new name?
    Watched your video on your story too last night James. Loved it.

    Timbo, I find that you sound a little different on these podcasts. Am I getting to see more the real you here. You sound a bit more relaxed and off the cuff. Not in a bad way. Subtle, but it’s there.

    On a side note, thanks for all the American slams Timbo. All I can say is the truth is funny. Always makes me laugh when we get pummeled in the media. Do you guys all really have pet kangaroos? 😉

  • I’ve listened to all the podcasts (basically since you guys started!!), came to the website to see if there’s any news, clicked into this post and I have to say, reading the transcript is soooo funny! Timbo’s jokes and James’ reactions are even funnier written down! Love it 🙂