#28 Fast Web Formula 3 attendees share their ‘Ah-Ha’ moments.


James reflects on FastWebFormula3 – how it’s changed since the last few live events he’s run and what parts he enjoyed the most. Then we hand the mic over to attendees and ask them what their major ah-ha moments have been and what strategies they’re going to race home and implement in their own business.

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TIM: Welcome back everyone to Australia’s most giving Internet marketing podcast, Freedom Ocean. I am one of your hosts, Tim Reid. Sitting on the other side of the fence there is James Schramko. How are you, James?

JAMES: Great! How are you going, Timbo mate?

TIM: I’m very excited. We’re back well and truly from Fast Web Formula 3 and listeners, first time listeners might not have heard it, but if they go back to Episode 27 of the show, they would have heard you and I do a live podcast from the recent Internet marketing event that you put on, so that’s going to be a worthwhile going back and having a listen to. But how do you feel, mate? It’s all done and dusted.

JAMES: Ah, it’s a bit of a relief, actually.

TIM: I bet it is. I bet it is. Did it meet your expectations?

JAMES: It did. I do have high expectations. It came out well. I’m really pleased that we did it and I think the reaction that I got is even better that I could hope for.

TIM: Yeah, right! Wow! That’s good because you did have fairly high expectations. What stands out for you?

JAMES: Community. When I’m standing there at the back of the room while someone else is presenting, I’m just looking around at about 200 bodies thinking that this all started with me sitting at my desk at 3 in the morning by myself. It was just me in my after hours, after going home from my job, starting this Internet thing. And now we have an entire community that comes together around an event that I guess I created. So it’s really quite overwhelming.

TIM: You and I talking about, before we came on here, this concept of—and it’s so important to get offline when you live your life online. Actually getting offline and talking to others and networking is a pretty sensible thing to do, isn’t it?

JAMES: It’s definitely the leverage point. That’s how I leverage my business, it was to get on an airplane and travel overseas, find out the things that I needed to know, meet the people that I needed to meet and build relationships, and I brought that back in to my business. And that’s why I create this live platform. I only did it once this year, but I think it is a real coming together of people in our industry. And there’s a common thread, people are talking about the fact that they could sit down and have a coffee with other people and have a normal conversation without people looking at them cross-eyed or thinking they’re some kind of alien.

TIM: It’s one of those things with Internet marketing. Doing anything online, you can find yourself 5 hours later, having spent those 5 hours online and not spoken to anyone. It’s nice to know that there are other people out there doing the same thing.

JAMES: Well, one of the other things is that not many members of the public understand even the slightest bit of what we’re talking about there. And I don’t think one expert had a decent line for what it is that they actually do. It still confounds us.

TIM: Yeah, yeah it does! Maybe that’s a good thing. Maybe it doesn’t corner you into any particular area.

JAMES: Well, it’s about who you are, not what you do.
TIM: Any moments, mate, that we’re just like, “Wow!” You were sitting there, either onstage or to the side of the stage, were there any moments where you’ve just gone, you felt like punching the air or felt, yeah, it’s just fantastic?

JAMES: No, not really.

TIM: Oh, come on! There must be something!

JAMES: (laughs) I know you get all excited about this. For me, the strange thing is it’s really just repeating things that I’ve done in the past, but in a whole new market with totally new players. I used to run big functions, you know. We’d have events at our dealership with 1,500 people coming through it, which I would market with 7 different marketing channels and track and measure and organize food and beverage and advertising and all this other stuff: key rings and pens. And so it’s exactly the same, and I think that’s, for me, I guess it’s the closest I’ve come to work in my current status. But it was also very satisfying to create something. And the output of it: the videos and the implementations by people who attend comes from it, then it’s all been worthwhile.

TIM: Yeah, that would be rewarding to start to see some of the things. Tell me, it’s your third live event you’ve put on, you’ve done Fast Web Formula 1, Fast Web Formula 2. What have you noticed in terms of things that have changed in the industry in those last 3 years, in terms of maybe technologies or in your business model showing themselves, anything striking this year?

JAMES: Tim, It’s my 7th.

TIM: Ah. Event.

JAMES: I take that back. Add four. Add four and yes, there’s been huge changes. The first event that I ran, we had 130 people with laptops and we taught them how to build a website, which they did in 2 days. But on Day 2, halfway through, whenever I pushed Go and their website went from nothing to something. It just existed. There was 130 people all at the same time had a website published. That was like a fist punching moment, like “Wow!” But if you look at now, my event is a more mature event and my teaching business fundamentals about cash flow and strategy and pricing and leverage; these terms were covered in my earlier ones but they were sort of the smaller component and now they’re the big component. I no longer think people should learn how to build their own website.

So I guess I’ve grown up but my whole community is growing up and some of these people who came to the very first workshop, like Steve-o and Nick, they’ve come to the first one and they’re moving through and now they have these huge businesses, they have 6 going on 7 figure businesses. Some of my students have built 7 figure businesses, even in the last year, because we’re now moving in to the concept of being an entrepreneur and having a business rather than a website, so it really is not just about the website and that’s the growing up of my workshops. And the other thing is the workshop used to be to fulfill a speaking commitment. And now, I don’t do any speaking, so the workshop is an entity unto itself, it is a community get-together, it’s a hub and it’s a part of the chocolate wheel which is on my mafia plan, which, if you haven’t been to the event, you know nothing about what I’m talking about! You get the videos of the event because it is a business fundamental that hardly any businesses understand, especially the first session.

TIM: Yeah, absolutely! And I think that’s a massive point of difference, James, in the Fast Web Formula event, which is actually focusing on business strategy and some business concepts and fundamentals, as opposed to just diving straight into any particular form of Internet marketing.

JAMES: Well, it appeals to so many different people. We had local business consultants, we had super affiliates, we had software moguls, we had shoulder and neck guys. I mean, all different people coming to this event got something from it.

TIM: I love talking to the super affiliate, Andy G. was one of the speakers and for those who don’t know what we’re talking about, we’re talking about a guy, ex-Swiss banker becomes an affiliate marketer is basically the headline there. And I interviewed Andy for my other podcast, Small Business, Big Marketing, and he took that whole affiliate learning that is basically his living, he makes a living from, and talked about how that applies in the offline world to a bricks and mortar business. So it’s a two-way street.

JAMES: Well, him and I are business partners for a reason. We have a very similar understanding of things. We both ran big blue chip star businesses and the same principles apply online.

TIM: It was good stuff. And now what we’ve got, though there’s a couple of low moments, obviously, that we just reflected upon, but whilst the event was on, James, I was out there trolling during the breaks, talking to people about what their a-ha moments were from Fast Web Formula 3. So let’s go ahead and have a listen to what others had to say.

TIM B.: Hi, I’m Tim Robinson from ZenTester. My favorite thing so far is Mike Rhodes on Day 2. He spoke about re-marketing and re-tagging your visitors. It’s basically the idea of building an invisible list so that when people come to your blog or to your website, you have this little Google tracking code and it tracks them for like a year and a half. And say you want to promote something in the future, you can go to Google and you can say send out this ad to everyone who’s visited my blog before in the past year and a half, and whenever these people go around the web for even like a year later, they’ll start seeing your ad in a productive way. And it’s like even without opting in your list or buying your product or anything. You can re-tag it to these people and you basically have this potentially thousands of people to remarket to you that you never had before, never been able to do this before.

TIM: Yeah, it’s really clever and being actually getting targeted ads, it makes sense to them and not some kind of like random message that’s a real hit and miss type marketing communication.

TIM B.: Exactly. And these are people that are interested in what you have to say that come to your blog before, they’ll probably be interested in your product too.

TIM: Any other major inspirational a-ha moment?

TIM B: One of the big things was that the gurus, even James and Alexi and everyone fail often, but they learn from their mistakes and they grow from that. They don’t just give up when they fail and even after years of being in the game, they still fail.

TIM: It’s lovely to hear the human side, isn’t it?

TIM B.: Yeah. (laughs)

TIM: They’re not just machines.

TIM B.: Yeah!

TIM: Thanks a lot, Tim!

TIM: I’m here with…?

JO: Jo McInnes from SHE Commerce.

TIM: And Jo, 2 days with Fast Web Formula 3 so far, what’s been kind of a big a-ha moment for you?

JO: I really enjoyed Leanne talking about Facebook. That was fantastic.

TIM: Jen.

JO: Oh, Jen!

TIM: Jen Sheahan.

JO: Jen Sheahan, sorry. There’s been so many different speakers here. Jen was great. There’s been heaps of just, I guess, cementing ideas and I guess when you’re working on a small business, work alone and you develop your strategies yourself and when you come here and when you hear these great speakers talk about the same strategies they’ve implemented, it kind of just helps you know that you’re on the right track.

TIM: Well I agree. Nice confirmation.

JO: Yes, confirmation. And I like that, to come here and go, “Yeah, I’m really in a good place with what I’m doing. And there are always little gems that come out and you can go away and think, “It’s a really good thing, I’ll try that.” Systems is my thing; I’m a very creative person so I really need to implement more systems.

TIM: Ah! You and me both! You and me both. You just want to create the content and let everything take care of itself.

JO: (laughs) Yeah! And because my team is growing, I have to put more systems in place to manage my team. And you learn the hard way, you learn it when the shit hits the fan, you just go, “Okay, it’s just the system I haven’t implemented yet.” And James is the system, like, king, and I just sometimes look at him and think, “How do you do that? How do you get all these systems in place?” So—

TIM: So what are you doing about it? Because it’s interesting, I mean, you’re not alone, so what are you going to do to address that issue?

JO: Well, I guess it’s going away with ideas of what software packages are out there to help assist me with that. I do use a platform called Action Method at the moment. Do I need to upgrade? I was using BackPack and I didn’t end up sort of following through on that. Because systems just do my head in. I’m a highly creative person, so anything to do with systems, I’m having a meltdown and I glaze over and feel like someone’s putting me in a cage. But I realize, after seeing James and all the other guys in here, that the guys that really stand out, who are really moving forward, they have these incredible systems in place to manage everything. So I guess it’s the things that you don’t want to look at that you need to look at that are found of the things that when you come to these events, you know—the things that you agree with or you know already and you go, “I’m doing that.” Big deal! It’s the stuff that’s irking me and I’m resisting is what I know I need to address and look at.

TIM: Right. So you got some tough days ahead. (laughs)

JO: I have some really tough days ahead because I’m sort of looking, well I’ve got some good admin girls on my team now, so what I can get them to do to help implement more things to manage. It’s more about when jobs come in, it’s more about quality control, it’s more about managing the team. I’ve had recently some issues with the team, I’ve tried to take some initiative and put sort of some things on client’s websites, but, you know, ding dong! Client doesn’t want that on their website! And I don’t want to squash their enthusiasm, but at the same time set up a process where if you have ideas that you think would benefit this website, this client, bring it to me first. So creating checklist, having clients come in and be able to fill in systems, I’ve just packaged up all of my products now, so that’s going to make it a lot easier as well for clients to buy.

TIM: Thanks so much for sharing what your Fast Web Formula 3 inspirations and have a good day today!

JO: Oh I will! Thank you!

TIM: Who are we talking to?

MICHAEL: Michael.

TIM: From?

MICHAEL: Redcliffe, just north of Brisbane.

TIM: Well, geographically is one thing, but what’s your business?

MICHAEL: Oh yeah, sure! So it’s for business, local marketing on the Internet, so it’s Redcliffe Marketing Labs.

TIM: And someone tells me you’re a chopper kind of guy as well.

MICHAEL: Yeah. So my background is pretty varied, but part of it is flying helicopters and teaching people how to fly helicopters. And that’s a very different avenue but also a lot of fun.

TIM: So Mick, number one inspiration or a-ha moment from the last couple of days at Fast Web Formula 3.

MICHAEL: Yeah, actually James was talking about packaging up your services, and that’s what I was doing, just having too many individual services, and so you sit down with someone, trying to describe what you do, their eyes just glaze over and it wouldn’t make sense. And so I think taking those individual services, putting them in the packages that makes sense and that sort of fit together with an outcome that people can understand is going to be a much easier way of saying here’s your 4 choices instead of here’s your 20 choices, what do you want to do? So that’s something that I’m going to get back to on the Internet.

TIM: You got an example in your mind? Maybe something you are already offering and that you have packaged up?

MICHAEL: Absolutely! So basically, looking at with lead generation and building a list, so a landing page with an auto responder at the back end of that and then an email chained up to that, and then on the front end, you know, Facebook ads or a Google AdWords to drive the actual traffic to that landing page. So setting it up as one package instead of trying to describe it as separate things.

TIM: You got a wacky name for you?

MICHAEL: No, I haven’t yet.

TIM: That’s the fun part.

MICHAEL: We’ll work on something that we could—

TIM: Yeah, yeah, start with ABC or Gold, Silver, Bronze and then—

MICHAEL: Well, really, that one is a Led Zeppelin, Rolling Stones, and Beatles pack. And see if—

TIM: Love it! Yeah, love it! Alright, Mick, any other inspirations that come to mind?

MICHAEL: There’s so many, but I really just want to keep it as a couple of action steps or else I’ll get confused again. But the other one was Mike Rhodes talked about the re-marketing and I guess the cookie tracking thing, and it’s not so much anything, I wish I could get a hang of it straight away, but that’s something we got to go back tomorrow, put that on there. So I’ll start doing a list of people who at least visit the webpage and then when I’m ready to target the traffic towards them, there’s a targeted list there while I was doing a general spread.

TIM: Mick Cullen, thanks for sharing, mate.

TIM: Who are we talking to?

CHERYL: Cheryl.

TIM: Hello, Cheryl! And your business is?

CHERYL: I’m just developing an online business for selling websites to local businesses.

TIM: So you’re a newbie.

CHERYL: I am! I am a newbie.

TIM: Wow! And why did you choose that direction?

CHERYL: Because I’m actually been caught in that situation myself. I’ve been sold a website for a lot of money, which did nothing. I just like to help other businesses realize that there’s more options out of there, that are available out there that can let you get that customers.

TIM: Yep! And have you used the local video marketing method? Do you know what I’m talking about?

CHERYL: I don’t know what you’re talking about. I’m so new to this stuff.

TIM: Well, there’s a wonderful product that James and I have spoken about, which takes people through that whole process of setting up a consultancy that helps local businesses get online. It’s called the Local Video Marketing Method. So I’ll show you where you can find that. In fact, I think, I think, and I might be wrong, but Kyle, who created it, may be talking today. We’ll check that off air. So what’s been your number one sort of a-ha moment in the first couple of days of Fast Web Formula 3?

CHERYL: Well, everyday and every hour has been an a-ha moment, I guess. There’s few things that I’ve felt like I could push forward through and that’s like with the WordPress directories. That was amazing! And just learning about the copy, which was just spoken about yesterday.

TIM: Do you want to just explain the WordPress directory? Because that was amazing and we’ve got a lot of people listening to this who won’t have seen it. So do you want to explain that concept?

CHERYL: Well, after years of in my existing business and work that we spent, sat down many times through the yellow pages and the Internet getting customers to sell to, and I guess it’s an automatic process that brings up customers in that genre to target either for websites or for whatever you want to use them for. So it’s fantastic!

TIM: Yeah, it was amazing how quickly it happened. So and Leanne did it live on stage to install a WordPress theme and the next thing you know, it was pet shops in New York, within 10 minutes, she’d created an entire directory of pet shops in New York. Powerful stuff. One other a-ha moment, Cheryl. What else have you got?

CHERYL: I guess the networking as well. Getting out there and networking with the locals and approaching them in a proper way and not full-on sales, here I am way, I guess.

TIM: I really liked the guy who talked about networking’s concept of talking through the room and not to the room, which was all about you don’t know who’s in the room and who they know. So yeah, nice. Yeah. Hey Cheryl, thanks for sharing!

CHERYL: That’s all right! Lovely to talk to you!

TIM: See you!

CHERYL: Thank you!

LUKE: My name is Luke and I’m from Brisbane. You may now know a little bit more about me in terms of—

TIM: I just want to know what your business is.

LUKE: Well, my business is it’s sort of physiotherapy. My practice is called Shoulder Guy Physiotherapy and I solely focus on treating people with shoulder pain problems.

TIM: What brings you to Fast Web Formula 3, being a bricks and mortar physio-type guy?

LUKE: Yeah. Well, I guess it’s sort of a need for and potentially to spread my business, to find out another income stream for my business. I’ve got multiple ones in the offline set of world. But I guess I saw an opportunity online to take my message further afield across Australia and then hopefully across the world as well, because there’s people that come to my website for my local business across the world, looking for solutions to their shoulder pain problems. So that’s the real reason I’m here, to get more knowledge about how to do that and how to make money from that as well.

TIM: And Luke, have you had an a-ha moment or just a couple of little inspirations along the way?

LUKE: Yeah mate, I think I’ve wet myself probably a few times here. I’ve just suddenly found my seat in a puddle of water. Yeah, multiple. I think the AdWords sort of side of things, which I haven’t really considered, to go outside of what my website is doing organically and maybe pushing things out a little harder and able to track clients that come to my website. I didn’t know that we could sort of do that in a sort of covert way, but also target my marketing to specific people that I would see in my practice. So that was certainly a massive thing. And I think, also, the big thing for me is implementation. I’ve got to get out there and do it and that’s the big thing that I really want to get out of this. There’s a couple of key points that I can go home and action right now that’s going to make a big difference.

TIM: So there’s some marketing things that you can do to get more people into your practice and re-marketing, which is what Mike Rhodes talked about is one of those things. Clearly, you can only be on the tools for so many hours a day. You got an idea of maybe doing some product creation that yourselves or these people who would not only come from overseas, but visit your site from everywhere. And if you have, what is it?

LUKE: Yeah, absolutely. So what I’ve recognized that at the end of the day, I don’t want to be on the tools. That’s the ultimate goal. And what I’ve recognized and having the offline business is a perfect opportunity to do some research about your clients, so every client that comes through the door, I’m asking what’s their biggest frustration, what would it would mean to them if I could solve their problem, and that also, would they be interested in a product that they could actually access online. And to my surprise, a lot of people said yes! Some people have reservations about it because they’re used to the old way of doing things, hands-on contact. So for me, I picked some clients that are fairly specific and they need specific needs. And product creation then is to deliver those people the right information, show them the right exercises, but it’s really targeted to a specific population. For example, young men or middle aged men that are at the gym that get injured. They’re very keen to maintain that fitness level, they don’t want to stop training, but how do they fix their shoulder pain problem fast? And they’re the perfect client for my information.

TIM: Clearly, a lot of these Internet marketing concepts that are talked about at Fast Web Formula 3 have a real impact on small businesses. They just need to know about that they’re ahead of the game.

LUKE: Yeah, absolutely! I sort of recognize this could be a way to do it. And I figured out who actually set up, but he said if you’re not making enough money, well you’re not serving enough people. So I went, well, okay. I can only serve so many people a day, so many people a week. So is my information applicable to the broad audience? I absolutely think so.

TIM: Good on you, Luke! Thanks for joining in the sharing.

LUKE: Yeah, no worries, mate! Appreciate it!

TIM: And who are we talking to and what is your business?

TANYA: Okay, you’re talking to Tanya Taylor and I run an agency called Agency XYZ. We do PPC and SEO and pretty well, I think.

TIM: And Tanya, we’re in the Day 3 of Fast Web Formula 3. Have you had an a-ha moment yet?

TANYA: Oh, so many already! I’ve been speaking to Ed O’Keefe. He is amazing at his helicopter perspective. Really encouraged me to take a percentage rather than just a flat fee for our services because we do you know get really good performance. Just little things from Mike Rhodes from Web Savvy, he’s actually now technically competitor, but he was coming out with some great stuff on Click to call only and just really saving on the cost per acquisition. Even Facebook, being able to actually re-target those who are fans of your competitors on Facebook to your page with re-targeting code. Now that’s gold. It’s an absolute gold!

TIM: Yeah, sneaky but beautiful.

TANYA: Well, it’s kind sneaky but they allow it. I do feel guilty knowing it. I feel like a little bit like I shouldn’t know. (laughs)

TIM: Nothing like a bit of online marketing guilt.

TANYA: But I’m going to exploit it, absolutely! (laughs) I’d be stupid not to do that for my clients, etc.

TIM: So listening to all the information, you’re already in the industry of online marketing. There were pennies dropping all over the place, yeah?

TANYA: Yeah! I’ve been doing this stuff for 5 and a half years on my own business, and too many years to talk about now before that. But just being around like-minded people, everyone’s always got a slightly different perspective and that’s just gold because you’re taking that one little nugget and apply the customer 25 accounts that we’ve got. And they’ve got their client loyalty because you are the market leader in what you’re bring to them.

TIM: Brilliant! Thanks, Tanya, for sharing!

TIM: Right. Who are we talking to?

RUSS: My name’s Russ Francis.

TIM: And your business, Russ, is?

RUSS: Mister Possum.

TIM: Oh, I love it! I love it! So you catch possums?

RUSS: Remove possums from people’s roofs.

TIM: Good on you for being at Fast Web Formula 3. So what’s the biggest learning or like maybe a-ha moment you’ve taken away, Russ?

RUSS: My biggest a-ha moment has been focus. For me, with the Internet marketing that I do, I’ve been chasing the bright, shiny lights, to put in your terms, and I’ve learned that I need to give all of that away and just focus on the things that make me money.

TIM: Yeah, okay. Anything in mind in particular?

RUSS: Particularly with the possum business, it’s just generating more income out of it. Serving clients better, having more of an offering to people to solve more of their problems, and to get out there and do more.

TIM: And specifically, Russ, I’m going to push you here for a bit of something technical. We got a lot of technical stuff this year, didn’t we? Anything technical that you’re going to implement?

RUSS: I do Internet marketing as well as this, and the technical stuff that I’m implementing is on this small pay per click advertising stuff that Mike Rhodes talked about was just phenomenal. And also track and measure more about my business to understand where leads are coming from, how they can affect my business, my conversion rates, and the bottom line, the income that I make.

TIM: And a possum bloke, I’m imagining, has to be on the tools. Is there anything you’re going to leverage your income and make it more passive?

RUSS: Yeah, I am! I’m going to look at taking on more contractors to market myself in bigger markets, so we have possum girls, look out.

TIM: You might be the possum guy’s possum guy.

RUSS: I could be, yeah! And I’m also going to move into not so much in possum industry, but other industries and teach people how to market their own business, their small business, from real hands-on experience. I do these on my own sites and it works. And I’ve just been on record year, I’ve doubled my income in the last month through different strategies that I’ve used that I’ve learnt not only from here but from James and from yourself on the Freedom Ocean. Guys, if you’re listening to Freedom Ocean, this stuff works! The tactics and the tips and things that these guys talk about, put it into practice. It works!

TIM: Love it! I’ll get you out of the head lock now, so (laughs) good on you, mate! Thanks, Russ!

RUSS: Thanks, Tim!

TIM: So we’re here with?

BEN: Ben Stickland of Noble Samurai.

TIM: Ah, the old Samurai boys! Now Ben, you’re a pioneer, mate. You’re an old hatter on this stuff. You’ve spent 3 days in Fast Web Formula 3. Any a-ha moments?

BEN: I reckon I got—and it’s probably because we sit in the same space as you—but I reckon I got a lot out of—I mean, there’s a lot of people I got stuff off. I think Mike Rhode’s stuff was bloody awesome, just in terms of re-marketing stuff and just, you know, he’s a genius. But James Dyson’s stuff, being in the same space is just—selling a software product, there’s just a bunch of nice things that they sort of showed off, even the stuff that you guys support and actually I can’t remember it now, but I went through with our team actually, and I reckon all of these key points he said and there’s probably 6 things in there. Like he said, for example, we do everything with PayPal. And he said when we bought this out of payment then he gave an alternative, he got a 20 percent sales bump.

TIM: Yeah, right. So the other light bulb went on in there?

BEN: I mean, that’s a bloody million dollars! And so that was pretty good. And like you always do, I think it’s a pretty good crowd. I recognize a reasonable amount of people, but even if you don’t recognize, I’m pretty switched on. It’s been good in here.

TIM: Even over at Small Business, Big Marketing.

BEN: That was great!

TIM: Almost 18 months ago now! So this will find its way to Freedom Ocean, you know? I’ll be starting another podcast at some point in the future. I’ll bring you on. Good on you, mate! Thanks for being a part of it!

BEN: Alright!

TIM: So who are we talking to?

APRIL: April Wyrick. I’m a circus performer.

TIM: A circus performer. Okay. So what brings you to Fast Web Formula 3?

APRIL: Well, my dad got me involved in it and yeah, originally, just looking into Internet marketing and getting an idea of where I want to get into. And since I’ve been here, I’ve really got a direct line of where I’m heading now.

TIM: Oh, wow! So you’ve had an a-ha moment?

APRIL: I definitely have.

TIM: Okay, so what is it?

APRIL: Circus is where I’m going with it. I’m going to create a website with my circus products and I’m going to make it nice and get it from other places, and I’m also going to do a lot of tutorial videos on my site.

TIM: Okay. So sort of an information product training videos, stuff like that?

APRIL: Definitely!

TIM: Okay. And got a domain name or how are you going to go about actually putting it together? What’s the first thing you’re going to do?

APRIL: Well, I’ve actually started already. I’ve been looking at domains. And I’ve also been outsourcing products. I’ve looked at a couple ones like Circus Tricks and Circus Tricks Online. Although they’re now taken, so I might go for a .co because all the .com’s are taken. And I’ve already thought about all the videos I can put together and how I’m going to do it, whether I’m going to do it as one big video or lots of little ones for each circus trick. Definitely put a lot of thought into it on the last 3 days.

TIM: Brilliant! And is that stuff sort of in your mind prior to coming to Fast Web Formula 3?

APRIL: No, it wasn’t. Someone put it into mind in the first night when I was networking with other people. Yeah, they just said, “Well, you’re in the circus, why don’t you use that?” I said I never really thought of it. It’s quite a small niche, which is even better. And yeah, I was actually looking at it around on the web the other night and there really isn’t a lot of tutorial sites. I can get a lot on YouTube, but sites that have tutorials and things you can sign up for so you can get one away or whatever, there isn’t a lot of that.

TIM: So is there a moment you’re on in the weekend where you’ve gone, you know—I spoke to you a couple of days ago and you’re studying to be a fire—is it a fireman? Fire person?

APRIL: Firefighter.

TIM: A firefighter. So what was the moment where you’re going, “You know what? I’m going to take it in another direction.”

APRIL: It was literally when someone mentioned it to me. It was literally an a-ha moment. I’m like, “Oh, yeah!” Honestly, until they’ve mentioned it, I’d never even thought about it, not even once. And they said, “Why don’t you make tutorial videos?” And I’ve gone, “A-ha!”

TIM: Love it! Thanks for sharing, April.

TIM: Who are we talking to?

MICHELLE: It’s Michelle Brown from Melbourne, Australia.

TIM: And what’s your business, Michelle?

MICHELLE: I run MixedMediaArt.net and we supply crafting techniques to crafty mums who want to make stuff!

TIM: Love it! Now you’ve just finished 3 full days at Fast Web Formula 3. Any a-ha moments?

MICHELLE: Several a-ha moments, but as they just said when you’re overwhelmed and confused and frustrated, you don’t let that get you down, you use it to motivate and keep on going. And that’s—

TIM: Yeah, that was pretty inspirational, wasn’t it? So what do you do when you overwhelm?

MICHELLE: My plan is to have a few days off to spend a bit more time here on the Sunshine Coast. Just let it all sift and what I find—I think as you get older, you learn your best learning models and I know I need to put it all in and something will sift and one or two things will come to the top, and that will be the things that I’ve got to run and grab with.

TIM: Love it! Any sort of technical or kind of like, “Wow, I’m going to implement that,” moments on its way in?

MICHELLE: Certainly Mike Rhodes with his AdWords code to put in so that you can see where people go and put it in before you need it so you can—

TIM: Care to explain that one to our listeners?

MICHELLE: So it was talking about some of the new features in AdWords was that once people come to your site and then track where they then went and as potential in the future for them for your ads to follow them.

TIM: Yeah, really clever. A lot of people have mentioned that. Called a re-marketing. Very clever.

MICHELLE: Yes, very clever indeed.

TIM: Oh, lovely! Well, thanks for being a listener of Freedom Ocean and Small Business, Big Marketing, I do hope.

MICHELLE: Oh, definitely!

TIM: Good idea! Thanks, Michelle!

MICHELLE: Thanks too!

TIM: So tell me who we’re speaking to?

CLODA: My name’s Cloda Higgins and my company is called Get Focused Consulting.

TIM: Ah, Get Focused. And Cloda, you won what?

CLODA: I won a bottle of Grange, which is the first thing. And I also won a 6 to 8 week Silver Circle private mentoring group with James Schramko.

TIM: Oh, nice! Nice! How did you win it?

CLODA: Very nice! We all had to create a video. James gave us a video, I think it was on Wednesday, and says if you would like to tell me the effect that I’ve had in your business. So James going, “You find me, what effect did I have in your business?” And 50 people put in a video. It has to be 60 seconds, no more. And yesterday morning, I woke up and I wrote a script. I put together some slides and I did a Jing video and lo and behold, there I was today up on stage, accepting the prize.

TIM: Little miss clever.

CLODA: Sorry!

TIM: Now, we’re at the end of 3 days of Fast Web Formula 3. What was the biggest a-ha moment that you had, Cloda?

CLODA: Biggest a-ha moment for me, after going I have won the Silver Circle, will definitely, both the Ed’s. So Ed Dale saying we can do better. You think you’re doing a good job and then you realize that we’re not. There’s more we can do and Ed O’Keefe reaffirming that again today. But we’re in this room with people. I’m with the people that I want to be with, doing goodness, and that’s the part that I’ve gone, “A-ha! This is where I belong.” To have that re-confirmed—

TIM: You’re moved by all the emotional stuff. The two Ed’s! Wow!

CLODA: The two Ed’s, yeah, definitely. Plus also the other one for me was– because you’re in it all the time, like something like Facebook. I think, “Oh, that’s so mature.” To me, like, there’s a lot of ads on there. But to hear Jen Sheahan go, “This is at its infancy. We have not started the potential of Facebook.” To hear Kyle Tully going “50 percent of companies in Australia still don’t have a website,” cha-ching! (laughs)

TIM: As you say, we’re in it all the time and we forget that other people don’t know this stuff.

CLODA: That’s right! So you go, “Maybe I’ll be doing this in a year’s time or 18 months time,” or I hope I get another year out of it. But we realized that there’s actually a lot more potential right there. And I think that’s been great to re-confirm that there are definitely more clients and more people you can help.

TIM: Cloda, well done!

CLODA: Thank you, Tim! Well done to you too! (laughs)

TIM: Well, what about that, James? Is that pretty much what you expected to hear from other attendees?

JAMES: Now that’s the part that makes me smile, Timbo. That’s when I know that it was all worthwhile.

TIM: Yep! There was some pretty happy people out there.

JAMES: I’m getting great feedback from Facebook, Twitter, emails, my survey, and that’s the thing that I mentioned: the result. People say are you happy with the event or whatever, and I say I want to hear the feedback and I’ll know if I’m happy, because it doesn’t matter what I think. It matters what the participants do. And when I hear things like I’m remodeling my business or I have action plans that I’m implementing now or that I’ve doubled my profit or that I am more aware now of opportunities, that’s very exciting.

TIM: Yeah, you love hearing that, don’t you? And it’s good. I mean, it’s kind of why you do it.

JAMES: Well you know, there’s only one metric I’m really interested in from this event and that is if I would hold another event, would you come back? And if the overwhelming majority say yes, then that means they have gotten value and I have solved the problem, which is one of the main themes of my presentations. It’s how come we go out there and create huge value for others and do it on a larger scale. And when you have a one to many event like this, that’s when you get good leverage financially, but also we’re getting good leverage in the community. If I can help 200 people and they could help ten customers each, then now we’re leveraging to 2,000 problems solved. And those customers there, helping, probably helped many, many other customers. So we really do have a ripple effect, like throwing a stone in the middle of the pond and having that ring generate, that would be a good event.

TIM: Well, one of the things you spoke about, too, on Session 1 Day 1, is there’s this whole concept of the lifetime value of a customer. And certainly that’s the overall aim.

JAMES: Well, when I’m standing there with my community there. And when I say “My Community,” I don’t own it but I am responsible for those people being there in the room at that time. It’s like good friends with just about all of them. I really know those customers well, I speak to them a lot and they have multiple products or services. So it really is a strong connection that we have and I really hope that we can continue that.

TIM: What do you say to everyone who attended? There were 200 or so people there. A lot of business models were discussed. People were itching to get back to their desks in their offices to implement. What do you say to those that we’re now, by the time people listen to these episodes, we’ll be a couple of weeks out from the event. How to maintain that momentum and keep the focus? Any tips or tricks there?

JAMES: Well I gave a technique of just writing them down and to action points. And if all you do is just tick off an action point at a time, you will get growth. And one of the pages in the workbook, I actually listed out some of the highest impact areas that you could possibly focus on. And if I were just to circle one or two of those and start implementing, then I think the results they get will actually encourage them to keep doing it. That was on page 10 of the workbook. And that page 10 on the workbook has generated millions and millions of dollars for businesses that I’ve fixed up and for my own business. And I know that it will work in anyone else’s business.

TIM: It’s pretty intense workbook. I think it’s the biggest mindmap I’ve ever seen, James.

JAMES: Well, you haven’t seen my private mindmaps.

TIM: Oh, really?

JAMES: Well, you know, I only put these things together for myself, originally, to work from and to commit them to memory. And then, I have to actually simplify them for other people so that I don’t overwhelm them. Because it’s important for me to try and deliver my message in the minimum possible information to get the result.

TIM: So your biggest mindmap isn’t just a dot on screen. It’s impossibly big enough to even display that.

JAMES: If you were to join all the mindmaps that I have in my mindmaps folder, you would be able to fill the IMAX cinema screen.

TIM: (laughs) Hey, there’s an event!

JAMES: Now, that is an event! I think we’d fall under criticism overload or whatever. That would just lock up. I mean, even when I keep my sessions short to 30 minutes, we still could hear a pin drop. We’ve got that, you know, the brain starts to really start processing, the Twitter streams stops dead, people are, they are locked in to the power of what I’m talking about. Because I’ve strained all that coal down to a diamond. And I’m quite happy to show actual results and the real scenarios. They’re so simple when you say it, but most people aren’t doing it.

TIM: I think that was a recurring theme for me. Just hearing you speak is that when you’re doing these concepts without cheapening them at all. They’re not complicated and I get really frustrated by that because when you look at it, you go, “You know what? They’re not complicated but for whatever reason, some of shoes to complicate them and make them harder than they need to be.

JAMES: Well that’s mostly what I’m trying to do on a full-time basis, is to simplify and simplify and simplify everything down to its core until I can’t take anything away from it. And that’s why I really have reduced down the amount of processes and tools and business models that I’m pursuing. I’ve really simplified it down because I’m finding a lot of power and energy and having less.

TIM: You know how you were talking—you’ve mentioned before how the first live event you did, you spend two days showing people how to build a website. Now you’re suggesting, if you’re going to win, if you’re going to go into Internet marketing, don’t spend time learning how to build a website. Does that go to somebody, other technical stuff that we’re often confronted with as Internet marketers? Do you reckon anything—it’s a general question, but should everything be outsourced and you focus on the content creation or…where’s the balance?

JAMES: Well generally, you’ll be focusing—especially on the marketing. That is the thing that you can’t get someone else to do because if someone else is doing it, then they know a whole lot more about marketing than you, and that’s where the power lies. So that’s why these authors or professors or geniuses, they still have to grovel and beg to a marketer to get them online because they can’t, so I think we should hold on to the marketing and the business strategy and do the thing you’re most passionate about. If you love programming or you love designing websites, it’s okay to do that, but not to do the other things that you don’t love. So that’s when we run an event, I get help setting up the events and managing the event because that’s not my passion and I would rather be available to build slides and to focus on delivering a good product to paying customers. So yeah, I don’t think you need to know all of the technical stuff. The funny thing is that I can do all of the technical stuff. I can build websites, do recordings, set up shopping carts. I could create banners and graphics if I were so inclined. So I actually still do some of my own stuff because I’m fast and good, but also I’m able to interpret it and for me it’s almost turning into a little bit of art. I like making sales videos for my own products, but at the same time, my team are making many, many more than I am for other people or for our products that do not have my name on the front door. So we’re doing both. So I guess being able to choose what you want to do is probably the key point here.

TIM: Yep! Yeah, yeah. There’s some stuff that you probably don’t need to do but love doing and you get enjoyment out of it, and then there’s the other stuff that you just either don’t know how to do it or you hate doing. That’s the stuff to outsource.

JAMES: Exactly.

TIM: It’s amazing hearing, it was amazing speaking too people, to other attendees and I don’t think even amongst the new ones, James. Most people were outsourcing something. Now that may seem obvious in an Internet marketing community, but when you speak in the wider community, outsourcing is still something not heard of, unheard of.

JAMES: Well that’s another little life cycle that I’ve been through. In the beginning, when I started my sort of 3rd.

TIM: I can feel an outsourcing episode coming on, James. It’s a hot topic and it will continue to be as people figure out how to do it. We’ll know what to do and how to do it. business model, which was dealing with local customers, I did the SEO myself. Then as I scaled and leveraged, I found a team to do the work and then the next evolution was I hired my own team to teach them. And the final evolution was to let go of the contactors and just take it all in house. But the funny thing is, that’s not what I would suggest everyone else do. I know that it’s too expensive and two difficult to go out and hand hire, hand train, and resource a team to do this work. You’d be crazy not to just use my team to do it, because I’ve done all of that effort, so would say go to the stage 2, the one in the middle there. Not do it yourself and not try and hire a team to do it yourself and take over the whole thing. Just go for the middle option which is hire a specialized team who are really good. So you’re not doing it and you’re not becoming a recruitment manager and a resource manager.

JAMES: I think for most people, Timbo, a VA would be a good start, where they have the VA or virtual assistant, managing other suppliers. It could be tasks sourcing, it could be outsourced services, but I actually think I’ve seen a lot of people try and build their own team at 5 or 6 or 10 and fail miserably. It’s just not for everybody. You’re better off to have one or two assistants who can help you do the grunt work to find the proper supplies to do interviews, to send work back and forth or project manage an interface with other service providers. So a lot of our SEO customers, we’re dealing with our customers’ virtual assistant now.

TIM: Yeah, okay.

JAMES: But basically, we’re the de facto back end team and they only have one person to worry about.

TIM: So just let me understand, for example your SEO service, you’re dealing with a virtual assistant who is looking after the client’s business?

JAMES: Exactly. So if you want to scale up SEO, firstly, Timbo, wouldn’t do the SEO himself. That’s crazy! Timbo wouldn’t hire 10 people and try and teach them how to use the software or SE Nuke, that’d be crazy. Timbo’s best to hire one or two virtual assistants and give them all the jobs and they go and deal with our team in the background. So you just deal with one or two people, you have the cost of one of two people, but you can access a team of many, many ninjas in the background, on a cost per unit basis, which is another important thing. You have a scalable fixed per unit cost, you know what your costs are per unit, rather than having to pay wages and then trying to squeeze different activity within that.

TIM: Hey, speaking of upcoming episodes, and I digress from outsourcing because we will cover it in greater detail in a future episode. But James, that Fast Web Formula 3, you and I did that live podcast where you covered some of the things that you do better, and some of the mistakes you made. But we ran out of time and there’s still a few points left on that list. I’m wondering if our listeners would love to hear the continuation of that and what should I do? Maybe they should go to our Facebook? Or send us an email. All they need to do is reply to any email we’ve sent them and we’ll just see whether there’s a sense of, “Hey yeah, we’d love to hear the end of that list.”

JAMES: Oh, I don’t think they want to hear my mistakes, Timbo!

TIM: James!

JAMES: I think we’ve run out of time or did we run out of space? I’m sure we’re getting close to the end of that list!

TIM: (laughs) Mate, looking at that list, I reckon we’ve got about halfway, but it might have been my eyesight! I don’t know.

JAMES: Did you enjoy doing the live podcast?

TIM: I thought it was amazing. I thought the energy, having that audience energy, was great. I’m getting that instant feedback, knowing that people were enjoying it. I thought I was a great thing to do. I think I said on a Twitter or on Facebook or somewhere. If there was only a way of replicating that each week, I think it would be absolutely tremendous. In fact, I know of a couple of comedy podcasts that actually do that. Well, maybe podcasts as a by-product of them actually putting on a weekly comedy event out of LA, but they have a live audience and then they sent it out as a podcast. What about you? Did you enjoy it?

JAMES: I did enjoy it, it was fun! You’re quite fun to work off, I guess. You do some very strange things at times. (laughs)

TIM: It’s alright! (laughs)

JAMES: It’s all caught on camera!

TIM: Exactly! There might be a bit of a YouTube action involved.

JAMES: I think so.

TIM: You think there will be?

JAMES: Oh, I think we’ll probably video cast this one somehow from our blog.

TIM: Somehow, somehow. Hey, coming to the end of Episode 28, James. For those who weren’t on the event and who are listening to this episode, and I do want to say to the event, it was fully recorded. All sessions were recorded. What should they do to get their hands on it?

JAMES: Buy the videos. Just get these videos because I really think it was a good event and there’s something in this for everybody, so we’ll put a link with the show notes.

TIM: Yeah, we’ll put a link on the show notes. Just go to FreedomOcean.com and you’ll see the show notes there for Episode 28. You can also sign up and if you were to sign up, you would have that link sent to you along with the transcript of every episode that we ever do. So hey, James, it’s good to be back, mate! I wish there was an audience in front of us, but there’s not. So we’ll just have to make do with you and I.

JAMES: Maybe we should do a webinar one where we get people to dial in and we take questions or something.

TIM: Yeah, well, we should do that because I know that there’d be a few darling. And it doesn’t quite give us that audience energy, but maybe we’ll have to get Liam to wack in a bit of a background ambiance.

JAMES: The crowd roars!

TIM: Yeah! Oh, there they go! Oh, they’re going nuts! They’re loving it! They’re loving it! Do you want more? Yeah, that’s good mate. Well, alright buddy, thanks for a great event. Listeners, until next time. You have been listening to Tim and James rattle on about all things Internet marketing on the ocean, on the Freedom Ocean. So thanks for tuning in. Speak to you next time.

JAMES: Thank you. See you!

TIM: See you, James!


  1. Awesome episode guys. It was obviously a very powerful event. Wish I could have been there but the videos will do just fine for this year.

  2. Hey Guys.

    Awesome reflection on the event. Should a FWF4 be nn the horizon, I am hoping to be there. James, you should be quite proud of you loyal following…a true testament your your ethos.

    Can I put an episode request in? How about another listener love in? I’ll throw my hat into the ring here with a question.

    A number of months ago I left IE behind and migrated to Firefox. I love the SEO plug ins and some other handy ones. Now I am thinking of a move to Chrome (on James’ recommendation I might add)…what are the must have plug-ins for Chrome, SEO or otherwise?

    Well done guys! I can’t wait for the next….



  3. Hey James,

    I can’t wait…..I love the ‘Love Ins’. They often ask questions I never thought to.

    I’m not going to teach my granny to suck eggs here but maybe a survey to F.O. listeners prior?

    I heard my father-in-law use that term once….I’m sure it’s applicable here. How about this instead – “I don’t want to show the cow how to eat cabbage”. Be sure not to use that around the mother-in-law if there’s any cabbage around though.

    Well, off like a prom dress! There’s work to be done.


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