Webclass Notes from Craig Marty’s Webclass ________________________________________ “Here’s how you can reach your business goals whilst WHILE STILL spending more time with your kids everyday.... Whilst you’re doing it. Whilst you’re growing your business.” I have two questions for you... 1. Do you want to double your business? 2. Do you need just another few clients a month? The goods news is that the process is the same to achieve either of those things. Isn’t that good news? BUT I’M NOT HERE TO JUST MAKE BIG PROMISES TO GET YOUR EXCITED - That’s now how I do things. The best news is that doing it the way I’ll show will mean you can spend more of your spare time with: ● Your kids ● Your Family ● Your partner ● Your friends ● By yourself relaxing ● OR HOWEVER YOU WISH TO SPEND YOUR NEWLY FOUND FREE TIME! I WANT TO FIRST WARN YOU THAT: a) I’m not about to jump around and pretend to be all excited, like I’ve had 12 red bulls. And... b) I’m not going to start showing you pictures of me next to my lamborghinis... Because I don’t have any I want to first warn you that I’m not about to jump around and pretend to be all excited, like I’ve had 12 red bulls. I’m not going to start showing you pictures of me next to my lamborghinis... Here’s NOT a picture of me NOT getting in my lamborghini... Yes... the lamborghini image is meant to be a joke. And here are some more... I’m not about to show you pictures of me shaking hands with celebs (pretending that I “know them”) .. What’s really funny is that, “gurus” who do that... they pay big $$ just to get a photo taken with someone famous - JUST SO they can show you and pretend they are important too... Seriously... Here are some examples I found online: ● Donald Trump $10,000 in 2011 ● Richard Brandon $2,999 and up. ● Robert Kiyosaki $2,000 and up. ● Arnold Zchwagenner: $3,500 (or $20,000 to be 1 of 20 people who sat down at the same table, had dinner, got a photo and then never saw him again). ● Grant Cardone: $20,000 (included seats at the event too). But general admission tickets were $497. ● Rolling Stones: $35,000 (long time ago, but people paid it!) ● And just for fun: Justin Bieber $3,000 It’s just silly, right? Wouldn’t it be better to invest that money in your business? Yes, I think so too. NOW, FIRST THINGS FIRST.... ➔ Earnings disclaimer: I am not promising you that by the end of this presentation that you will start making more money. ➔ I’ll also say that I’m not promising that after you go to sleep tonight and wake up tomorrow , there will not magically be more money in our bank account. ➔ Can we agree that there is no such thing as a magical money machine? Yes? Ok.. great. When I Got Started In 2004, The Only Thing I Wanted to do Was Replace My Annual Salary of $45,000 ● But I failed at launching my own business over 10 times. ● I made $20 - $40 here and there by referring other people's products for a commission... ○ But I never did it consistently. It took me years to figure this stuff out. If you've been trying to learn this stuff too but haven’t been able to “crack the code”... IT’S NOT YOUR FAULT! Take a look at this... Google search “weight loss” and you will find 1.5 billion results!! And now google search “internet marketing” .... That’s over 3 BILLION results! - DOUBLE “Weight Loss” ‘Weight loss’ is centuries old! ‘Internet marketing’ is only about 25 years old...... But there is double the amount of info on it. As you can see, if you haven’t been able to filter all the crap from the real info... it’s not your fault.! Is it safe to summarise that business owners want... 1. More customers / sales / profit. And also... 2. To do less “work” to get the things in #1 BUT I’m not saying business owners want “something for nothing” Us business owners just want to work smarter, and to be rewarded for it (and still reach our goals). Is that fair? No one sets out in business with the goal of working 70 hours per week! What most are missing is a map to get them from where they are now.. To where they want to be. My goal here is to show you: ● How you can get more customers flowing into your business. That’s it. That’s what the Customer Mountain Map is all about. Do you need any marketing, sales (or even business) experience for this? No. Just a little bit about me: ● Craig Marty ● Doesn’t like pictures. ● Father ● Husband ● Business Owner ● Marketer My time, energy, money, focus is now invested into my family and my business which fuels this life that we have. No lamborghinis for me ;) Business (& Life) Wasn’t Always So Easy In 2004 I discovered that “being your own boss” was possible! (I was a late bloomer). I’d work my day job from 9 - 5pm, then I’d get home and sit in front of the laptop all night until 2am (and all across the weekend too) - trying to do it! In 2011 I got laid off from my corporate career. Wife (girlfriend at the time) and I moved back to Australia from overseas where I was sent for work with my corporate employer. I had a home loan, bills, obligations and now I had... ....no job. “Luckily” this was before kids because I don’t know if I would have made it otherwise. So I was kind of pushed into taking the plunge with self-employment. 2004 - 2011 I had been learning everything I could about having a business, marketing, getting sales and “living the dream” I had tried everything... ...and I had FAILED at it all too! But when I got laid off, it was time to put everything together and take some serious action. Even back then there was too much information... ● Email lists. ● SEO. ● Google Adsense. ● Affiliate marketing. ● Selling stuff on eBay. Early days = sinking in ideas and information. ...Not being able to execute on anything. I tried all the list of things I mentioned above, and much more and other variations of the same thing - I won’t bore you with them all. I Wasted (or “Invested”) Years and $100,000+ Trying To Figure It All Out - Now you can save yourself the trouble. What Actually Works While I was reading, watching and learning everything I could for years, I realised that there were some common things that the “pros” kept talking about. One of the common things or “rules” I kept hearing was that... “You gotta have a database!” . And others put it like this: “You gotta have an email list! I have always believed that when a handful of smart people all say the same thing, that’s something you should listen to. Agreed? So I started learning how to do this and went deep into that rabbit hole. Afterall... When a big corporation (like Facebook) buys another big company (like WhatsApp) for $16 BILLION dollars... X They are NOT buying the technology, because they could rebuild it themselves easily enough. √ They are buying the list of customers that the business already has. Just as I was getting good at having prospects / leads / future customers enter their email address on my website for more info.... ...something changed (or so it seemed). It was about 2008 or so and now every woman, man and their cousins were saying... “You gotta be on the first page of Google!” Does that sound familiar? So what did I do...? I started to learn everything I could about SEO (search engine optimisation) and climbing the rankings and getting my websites to the first page of Google). Even though I believed I had to learn it, I also felt like I had hit a big brick wall, and was back at square 1. Luckily or unluckily for me (depending on how you look at it)... Lots of things gained popularity during this time... ● Affiliate marketing. ● Google Ads ● Clickbank ● Ebay Stores ● And countless other stuff... (this was before Facebook Ads got big but as you know - that soon followed and became the next elephant in the room). I was just trying to stay on top of everything “I had to know”. There were some common themes sprinkled throughout all of these different ways to work for yourself and live that “laptop lifestyle” everyone was talking about. What Could Go Wrong? No matter if it was eBay stores or email database marketing, there were a handful of themes that kept floating back to the top. It’s the... “Before you do this, make sure you do that”, type of things. And also... “When you’re selling something to someone, make sure you have already done A , B and C. “ (For example). I only noticed these things because other people kept talking about them - so don’t give me any credit. Sometimes it was direct, sometimes it was indirect, but: The principles always came back to these 5 things in way or another: 1. Getting the right audience. 2. Bringing them into your database. 3. Build trust. 4. Utilise the best (but basic) tools. 5. Know how to ask them to buy (the right way). There’s other subtopics of course but they all roll back up into these main principles. Now I had put these pieces together, I wanted to try my next big idea but also apply all of these marketing and sales principles. This time, something was different.. Every other time I felt like I was just making a swing and hoping I’d hit a home run. But this time felt different.. I could feel and see the different pieces of my marketing campaign / ads / business idea (whatever you want to call it) kind of working together. ...there were sales coming in! But more importantly I had some systems set up to capture more sales in the days and weeks after the first few came in quickly. After years of learning, trying and failing, can you imagine how excited I was? Yes I was excited but that quickly turned to worry of.. “What if it was just a fluke or a once-off?” I was thinking: ● I’d had some small wins in the past. ● What if this was just another one. Of course not every marketing campaign I ran after that was a home run. But I now had more of a foundation of knowledge and understanding. I now had a system I could work from and tweak and mould over the coming months and years - that’s exactly what I did! Soon I had the chance to test it in different industries - it worked. As time went on I also tested it in... ● Singapore ● Australia ● USA ● Dubai ● Philippines ● And Others. IT WORKED! (Admission: That’s not a real picture of me :) But that’s how it felt). We Got to a Stage Where My Wife (then girlfriend) & I Could... ● Go watch a movie during the day on a Tuesday - and have some lunch. ● Stay at home all day on a Monday and watch a TV series (on DVD - no Netflix back then). ● Do a 2-3 week road trip up the east coast of Australia. ● Take and enjoy more holidays in general. I don’t like photos - but my wife surely does. So here’s one of us in Vanuatu - sorry, I can’t remember the name of the resort. But What’s Most Important Now Is.. Being able to spend lots of waking hours every day at home with our growing family. ● No more 65+ hours a week. ● No more working for someone else. ● Commuting to work 3+ hours a day is a distant memory. ● Having family time every morning.. ○ Every day. ○ Every evening. ○ And several long weekends every month! Here’s 1 picture I do like: Me and my son saying “good night to Mr Sun” as we called it. Both I nor my wife work “full time” hours any more. But I Made A LOT Of Mistakes Along The Way In the early part of my career, I was $110,000 down trying and learning everything - with no kids, a full time job, and years of trial and error... this figure mounted up slowly over several years. When I calculated it one day - it hurt! But that’s why we’re here: You can learn everything I know and leapfrog all the mistakes. I’m about to share with you... These are the 3 “Secrets” that I use EVERY DAY! Here’s Secret #1: How to Get 83% More Customers WIthout Doing Any Extra Work or Chasing. After I found all the pieces to this puzzle, I put them together and over the years have moulded them into a process I call... “The Customer Mountain Map”. When I Got Started, I Only Wanted To.. Provide for my girlfriend (future wife) and future kids and family. When things didn’t work... ● I doubted myself, my ability and what I was capable of. ● I failed... A LOT! My First Proper Business Was... ● Building websites for other small businesses. But I couldn’t build websites... ...it’s just throughout the years of trying to have websites built (for all my “great business ideas”), I could see the issues small businesses faced. I learned how to outsource and get websites built fast and affordably! I must have had 60-70 websites built for myself in the early years (lots of ideas, time, money and energy “ invested ” to learn this marketing and business world!) I’d learned the principles and simply applied what is now called my Customer Mountain Map - but back then it was more of a “master list” of things I did. I’ll highlight and name the main steps as I call them today.. Here’s what I did... Checkpoint 0: Choose the best customers. (Not just any customer). ( “50% of the job is having the right audience” - Legend and Godfather of modern day marketing Dan Kennedy says). Checkpoint 1: Get their attention. (Customers won’t know you exist until you get their attention - but get it with something that is the precursor (the pre-step) to what you’re selling). Checkpoint 2: Give them what they wanted. (It’s often more important to know what they need and how to provide it). Checkpoint 3: Help Them Understand It More. (Very few customers buy right away when you get their attention - more buy later... so work with those people too to get more sales later). There’s several studies that back this up, the underlying truth is that... “More People Buy Months Later - Than Those Who Do During Week 1” (Craig shares a case-study of this on the webclass; 52% of customers who inquired about ‘faucets’ did actually buy a faucet in the next 18 months that followed). But You Must Have a Plan (a ‘simple plan’) In Place To Capture All These Paying Customers. ● The large majority of businesses get this wrong. ○ They think they need to endlessly hound people until they become their customers. ● It should really only take you a couple of hours a week. ○ That’s right - no chasing anyone! This means there is NO MORE OF this kinda stuff: “...oh hi, this is Sarah I’m just touching base.” And the last checkpoint is: Checkpoint 4: When Customers Pay You. ● Obviously this is the good part. ○ The better the earlier checkpoints, the more customers will get to #4. ● More people will come to you and say they’re ready to be your customer. ○ That’s a lot better isn’t it? Remember: ➔ Very few people buy on day 1 / or even during week 2. ➔ 85% of the customers that do buy, will take up to 18 months. ➔ You do NOT have to wait 18 months, you’ll still get the early and quick sales too (like the average business does). ➔ Doubling business comes from customers who become ready after 3 months (for example).