In 2008 Toombul Music shut it’s doors.
Not even the Iconic Brisbane Music Store that hosted Rock Stars such as Cliff Richard, could fight the might of the internet, and the shop was shut forever.
Why? The first D – word was the culprit…
Dematerialised. Watch the video below where Peter Diamandis clearly explains to you the definition of dematerialisation, and how it’s going to impact your business. Peter starts talking at the 4:30 mark.
Toombul Music was Dematerialized by iTunes.
Toombul shut up shop in 2008, and it should have rung alarm bells in the business community Australia wide. Yet here we are in 2014 six years down the track and it still obviously hasn’t dawned on many business owners exactly what they’re up against.
The latest Buy Locally Queensland promotion “to raise awareness” is proof of that.
Raising awareness means nothing, especially when you the thing you are raising the awareness about isn’t the real issue. Raising Awareness and getting a response – action is what you actually need to have happen.
I really need to point this out to you.
If before reading this post you thought that the Buy Locally Qld project had merit, it’s not your fault for thinking that way. One the surface it sounds like a reasonable idea.
It’s not your fault you don’t have time to scour the internet like I do to figure out the problem is much bigger that that.
Think about it this way.
Whoever created Buy Locally Qld probable also believes that brand based “get your name out there” marketing (if you can even really call that marketing) is a sound idea.
It sounds catchy and the Rainbows and Unicorns marketing crowd still probable believe that slogan will actually encourage people to shop locally. But it’s not going to happen.
Now let me point something out about Peter Diamandis.
- In that video you just watched above, Peter is speaking at an Event where the world’s top Business Owners pay $25,000 per year just to attend. It’s run by Joe Polish who’s the biggest fund raiser for Richard Branson’s charity.
- Peter also consults to fortune 500 companies on this very topic.
Peter makes it very clear that Dematerialisation & Demonetisation are the real problems (opportunity’s) faced by business owners worldwide.
So who are you going to listen to? The crowd that made up that catchy slogan, or Peter?
What the focus should have been.
How to capitalise on Dematerialisation & Demonetisation.
Don’t get me wrong, there are some good initiatives in this week long program. But the focus “Buy Locally Queensland” won’t fix the problem, because that’s not addressing the real issues.
Dematerialisation and Demonetisation.
But no one wants to hear about those two things. Why? Because it scares the shit out of them that’s why. For some unknown reason they think that if they bury their heads in their hands like a two year old does and cry I can’t see you, then the problem will just magically disappear.
The cold hard truth about the changes taking place.
There are going to be casualties. Some businesses will not survive, things will disappear (dematerialise).
Video hire places are next in the firing line. They have done nothing to adapt and or create an experience for their customers, and their days are well and truly numbered. They are (via iTunes) dematerialising before our eyes.
The only thing that has helped them hang in this long in Australia is our dreadful internet speeds. But they don’t have long left.
As Albert Einstein said “Doing the same thing over and over and expecting a different result is the definition of insanity”.
Focusing your energy on getting people to buy locally is the equivalent of going down to the beach in the morning looking for a rip and saying, I am going to swim against that rip with all of my might, no matter what happens.
There is only one thing that happens when you try swimming against a rip, you get exhausted and drown.
Attempting to get people to buy locally in Queensland just because you want them to is never going to work. You’re literally fighting the might of the internet crossed with human behaviour, which is to shop online wherever possible because it’s quick and easy.
It’s not all doom and gloom.
The opportunities are enormous, you just have to spend time identifying them. If you flip your focus to how do I capitalize on this all of a sudden a whole new world of opportunity opens up to you.
The ridiculously simple way to get people to buy locally in Queensland.
Yes it can be done with the right focus. And that focus is…
Make the reason for them doing it (buying in Qld) all about them! It’s not that hard, if people think their is an immediate benefit for them spending their money in Qld then they will quite happily do it.
Bitching and moaning “please support me because I am a local” will never ever work because there is no benefit to the person that you want to take that action.
Why a 15 year old Kid is cleaning up whilst business owners are floundering.
When you get a chance, have a read of this story, a 15 year old boy is reaching a Global Market from his parents shed in Doonan. The difference between him and the average business owner?
The kid understands the rules of how business is now played, and the business owner is still trying to play the game the way it used to be played before the internet.
By now you should well and truly understand the real problem.
If you have read this far and you don’t, this is what you should do next. Go and hand the keys for your business over to a 15 year old kid, any one will do. Then head directly to McDonalds and apply for a job there.
You may as well do it now and start getting used to it, because you are only delaying the inevitable. You cannot compete going forward if you’re not prepared to make changes and adapt.
If you are actually prepared to tackle this head on, and you have gotten this far, firstly Kudos because up until now I have done my level best to drive away the sooky la la’s that just want to bitch and moan about how unfair it all is.
All you hard work reading this far is just about to pay off for you.
This is what I call…
“The 21 Day Local Business Domination Isometric Blueprint”
Right now you are literally 21 days (which will go past in a flash) away from creating a marketing – sales campaign for your business that can harness the power of the internet and get those local people to willingly come back to your shop.
And then you can start reaching global markets as well.
Or as I like as I like to put it when people ask me what I do.
You will be creating “A Marketing Campaign that will shift, sort and screen people into one of these three categories”
- Learners, (this is where the real money is by the way) that you can educate and motivate to buy down the track.
- And immediate red hot got their hands on their wallets ready to go buyers.
Let’s take a look a number two for a minute.
That’s not a mistake. Number two is the group where the real money is. Why? Well for a couple or reasons.
- Statistics tell us that 50 % of people that inquire about a product or service actually buy it.
- Of that group that buys 85% buy somewhere between 90 days to 18 months after making their initial inquiry.
The plot thickens even more though because 80% of sales are made after the person has had somewhere between 5 to 12 contacts with your business.
Long story short…
If you don’t have a marketing campaign that follows up with people automatically, buyers are walking in and out of your door every day, but they’re probable not going to buy from you. So are you ready to sort that shit out?
Good, let’s do it.
As a bonus I will also send you the FREE Report, Ten Advertising Mistakes That Are Literally Costing You Thousands of Dollars Every Single Year. As it goes hand in hand with what you are about to implement.
A quick word of warning before you start.
This is not a beginners course. It’s some of the most advanced marketing strategies that I learnt from the best marketing minds on the planet. There are low cost tools that you will need to get this up and running quickly.
It’s not a technical how to set up accounts type of course. It’s far more valuable than that.
Before you freak out at me using that word technical, none of what I am going to show you to do is hard. In fact I use super simple cost effective tools that make it exceptionally easy.
Why If I can do this you can to.
I am a boilermaker (bash steel with big hammers and weld it) by trade. So if I can work out how to use all of these things it will be a piece of piss (ha see proof I am an old boily) for you to do it as well.
Why you shouldn’t do the technical stuff anyway.
You have enough on your plate running your business and getting your head around how effective marketing is actually supposed to work. There are plenty of cost effective options you can leverage to get all of this tech stuff for you done for you.
Even if you find one of those 15 year old kids I was talking about earlier (if you don’t have one of your own surely a friend does?) and get them to sort it all out. You just manage them and ensure they are getting the right parts in the right place.
The 21 Day Local Business Domination Isometric Blueprint is designed to force you to start thinking like the world’s top marketers, and create systems that do all of the marketing and sales work for you.
Mal Emery has a saying, “Money is made mentally before it’s collected physically” .
The first step in this 21 day process is to change your thinking, and track your results. To change your thinking I am going to recommend you get the book…
One of the best things you can do for your business is to focus on your strengths and do what you do best.
As Dan Kennedy says in the video above, “Frank Sinatra doesn’t move piano’s, he just entertains”
Next thing you must do is track your progress and hold yourself accountable to finish this, otherwise it’s never going to happen. Here is a super simple way (that Jerry Seinfeld uses) to keep yourself on track with just two pens and a calendar.
Select a single target market. Everybody knows they should do it (select a target market) but so few do. Why? The general consensus is that they think they are going to miss out if their products don’t appeal to as many people as possible.
Again I quote Mal Emery “You need to find a niche and inch wide and a mile deep”
Let me give you an example. Within my business my thousand dollar hamburger (you will learn about it in the 80/20 book) is what I call my Maverick Program. And this is what business owners need to be doing to qualify for it…
If you are a Maverick (unorthodox, individualist, non conformist) Business Owner that Spends Over $1500.00 per Month on Advertising, and has a product worth at least $1500.00 per sale.
Then I will show you how to generate the extra four sales you need each month (without increasing your advertising budget) so that you get my services for FREE.
See how specific that is? If you really want to dominate your market you have to be a specialist.
As I have always said…
“Brain Surgeon’s get paid shitloads more than General Practitioners” Work out what you brain surgery is, and create all of your marketing to attract in clients that need it.
Create a premium product. In the book the 80 – 20 principle the definitive guide to doing less and making more, Perry Marshall talks about the $1000.00 hamburger.
Yes it exists and yes people buy it. Why? Because it’s actually fantastic value, and there is an inch wide mile deep niche market that wants it.
Survey your best customer that spend the most money with you and ask them what else you could do for them. A little hint with this one, busy people will always pay a premium for a product or service that is going to save them time.
Key point for today…
Not all customers are equal, and you need to identify who the Fatty is for your business. Just like my Old Mate Fatty in the video below.
Write an advertisement to sell you premium product, BUT and this is a big BUT, you are going to write an ad that will actually work.
I am not talking about get your name out there crap the branding crowd push. You need a direct response advertisement.
People read it think to themselves “that’s sounds like exactly what I need“, and they respond to your ad.
Well you do if you actually want to make money from your advertising. That is why you do it right?
When you write your ad for your premium product, make the call to action to go to a Lead – Page just like the one in the video below. This simple system of running an ad to a specific page increase the effectiveness of your advertising dramatically.
This is the secret to taking cold leads that read your advertisement, and warming them up ready to buy from you, without you having to lift a finger.
And the beauty of LeadPages is they even give you the basis of the copy that you need for your page. The template you need to use is the Native Ad’s Page.
It’s time to start running some Facebook ad’s, and you can start with just one dollar per day. See the Video Below. Again these ad’s need to run to that ad page you created yesterday on day five.
Remember this is all about talking to the single target market that you are gunning for. We want your Fatty to come into your store and say I will take all eight reels please.
Time to pay for more highly targeted traffic. The kind that wants to buy your products and services. Again you are going to run this traffic to your ad lead page from day five.
YouTube ad’s have been highly under-utilised by the small business community and I am guessing the main reason why is because up until now it has been fairly complicated to do.
But Gideon Shalwick has created the simple to use platform called Veeroll that removes all of the headaches for you. Take a look at the video below to see just how easy it is for you to get started.
You have heard the saying “you have to get your name out there” right? Well it’s a bullshit saying dreamed up by advertising agencies that like to charge you a lot of money, for very little results.
What you need to do is get your name out there, and get a response back. It’s called positioning and if you really want to be paid what your expertise is actually worth, then today is a very crucial day for you.
Today it’s time to start getting your head around building authority in your marketplace.
Let me introduce you to the concept of tripwires.
Do you want to know what the hardest thing (especially online) to do with a prospective customer is? Get the first dollar out of them. But you can easily alleviate that problem if you lower the cost of their first purchase so that it’s almost negligible.
The next thing you need to do then is deliver massive value. And that’s super simple to do on autopilot via an online platform called Selz. This all happens without you having to do any additional work once it’s set up.
Take a look at this tripwire below that I have created for my own market. It’s a simple keynote presentation that delivers massive value by teaching people exactly what they need to do to create and automate a tripwire product for their business.Buy this on Selz Start selling on Selz
Today you are going to have an easier day. All you need to do is create a Dropbox account if you don’t already have one. Why? Because it’s going to give you a massive amount of leverage on your time.
Over the next few days you are going to start creating audio, once that audio is created you are going to send it to Dropbox so that you can then share your audio with outsources that can transcribe it and turn it into video for you.
Again I quote Dan Kennedy.
“Frank Sinatra doesn’t move piano’s he just entertains”
All you need to do is get your knowledge out, then let someone else turn it into reports, video’s etc.
Let me make this very clear. When I am talking about email marketing I am not talking about NEWSLETTERS!! I hate those damned things, so much so that I created the Anti Newsletter.
First thing that you want to do is create a series of nine word emails. Why because an email only needs three things (I learnt this from Dean Jackson) to be effective.
- Expecting a reply
The ultimate goal at this stage of the game is to revive prospect that you thought were never going to buy from you.
Your first nine word email will be exactly like this
Subject Line: Hey Fred
Hey Fred, are you still interested in a (insert the thing Fred showed interest in)
Regards Your Name
It’s just a simple email. But don’t let the simplicity fool you, it’s highly effective.
“If you want to make more money, you have to make more offers, more often” Pete Godfrey
And the best way to make offers without continually having to discount or look like a rug salesman is to create a yearly Marketing Calendar.
What that does is give you excuses to make offers, think public holidays, sporting events, local event, anything that your market would have an interest in that you can use as a reason to get them to buy from you.
This is a list of events that I use within my own business.
- Melbourne Cup
- State of Origin
- NRL Grand Final
- Start of the football season
- Various Fishing Competitions
- Various Trade Shows
You know why most people don’t get referrals?
- They don’t actually ask for them.
- They don’t have a system in place to make it easy for people to refer them.
Yes you can Engineer Referrals, in fact if you don’t you are definitely missing out on sales via the exceptional powerful online word of mouth advertising.
Remember Your Lead – Pages Account that I got you to set up? Well head over there and set up a referrals page just like the one in the video below.
Another easy day for you today. Today you are going to set up an IFTTT account. What IFTTT allows you to do is post in one place and reach people in various corners of the internet.
If you don’t have any of the accounts below it’s time to set them up as well. I have linked all of these to my own accounts so that you can see how I use them all.
- Facebook Pages
- WordPress (Self Hosted)
- Google +
It’s back to IFTTT to set up your recipes and accounts. IFTTT makes it very easy to do.
- YouTube to Facebook Page
- YouTube to Tumblr
- YouTube to Twitter
- YouTube to Linkedin
- SoundCloud to Dropdox
- Soundcloud to Tumblr
- SoundCloud to Facebook Pages
- SoundCloud to Twitter
- Instagram to Tumblr
- Instagram to Twitter
A quick note about video sharing. I use the SocialCam App to post to YouTube, then IFTTT takes over.
Today you are going to do one of the things that the top 300,000 websites that rank on the front page of Google all do. That sounds like a good idea yeh?
Your website on the front page of Google has to be good for your business right?
One of the three things that they all use is Google + . In fact Search Metrics are predicting that by 2016 there will be more + 1’s (Google’s version of a like) then there will be Facebook Likes.
So it’s time for you to get in front of the stampede and stake your claim on there now.
Today you are going to create a slideshare presentation. There are two main reasons for choosing Slideshare.
- It’s an additional source of traffic.
- You can use it for your Google + Hangouts.
You don’t have to be a genius at creating presentations to do this.
Take a look at the slideshare I created below where I step people through how to create a buying frenzy with a $3 tripwire product.
Today you are going to put a few more pieces of the puzzle together for running a Google Hangout. There’s three main reason why you need to be doing this.
- It’s good for your SEO. Remember what we said earlier about what is happening with Google + well hangouts play a big part in that, because Google loves them.
- You can sell to many people at once, instead of just one on one.
- They’re great for creating deeper engagement with your market.
Once again Lead-Pages has a template for Hangouts. See the video below on how to quickly and easily set it all up.
Create an event on your Google + page for your Google Hangout. Again this has SEO benefits, and you can use it as a place for people to ask questions that they would like answered on your Hangout.
I would also suggest that you create an event on Facebook to entice your Facebook Likers to attend your event.
When setting up your Hangout event page, make sure you use the video trailer option. This is a fantastic way of explaining to people how they are going to benefit by attending.
Huge point with Hangouts. Make sure you add value and teach your attendee’s something that they can take away use and get a result.
If you use it as just a sales pitch, they will quickly lose interest and disappear.
You need to have an online hub that all of these social platforms you have set up point back to. WordPress is the go to platform for this purpose.
Funnily enough you can host all of your Lead-Pages on WordPress and we can post to it automatically from SoundCloud, YouTube, Etc. This is how you blog, without actually blogging.
Be sure to set-up a self hosted wordpress site for your business so that it’s a piece of online real estate that you actually own.
I also highly recommend using the Genises theme on it as well. It’s the most user friendly effective theme I have found, and I run it on my main blog.
Day Twenty – One
Last platform to set up is SoundCloud. And the habit that you need to create with it is recording short audio podcast episodes.
Aim for 2 to 3 minute talks to start with. Talk about a problem people have and then give them a solution.
As you get better at it, talk for longer about more in depth topics. Now remember how I had you set up a dropbox account? Well you set SoundCloud up to post to dropbox (via IFTTT) after you record your audio.
Then you take those audios and have them transcribed for blog posts, articles, FREE Reports and video’s.
Sites like fiverr and odesk are ideal to get that stuff done. You just find a person to do it and give them the link to the dropbox folder where your audio is stored.
Then it’s time to…
Have a schooner!! You have earned it.
Obviously you don’t stop there, we have only just scratched the surface of what can be done.
But if you just do the 21 days worth of tasks that I have shown you how to do above, your competition will feel like they have been hit by a fucking freight train.
You will dominate quickly. So what are you waiting for? The sooner you start, the sooner you dominate.
A small percentage of you that have read this post will fall into my Maverick Category. If that’s you, here is what you need to do next.
If you don’t fit that Maverick Category yet, but you want to start working towards it, here is what you need to do next.
One last thing in closing, it’s one of the best business lessons I have ever learnt and it was from Barry Bull of Toombul Music.
“People never forget the way you make them feel” Barry Bull
Go out there and make people feel like you are the only one they ever want to do business with.
It’s a hell of a lot more effective than crying…
“Please Support Us Because We Are Local”
Beanie the Social Tradie