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You know you have a killer offer. If only buyers could see it, they’d be sure to snatch it right up. But how do you get those buyers? Start by focusing more on your audience and less on yourself.

When you understand exactly what your market wants you’ll never have to wonder about how to get eyes on your offer again.

In this episode, I discuss why your offer is invisible to your ideal prospects and how to fix it instantly.

Here Are The Show Highlights:

  • The counterintuitive reason you should never need to actively generate traffic to your business (2:18)
  • What a flashlight can teach you about entrepreneurial failure (2:59)
  • Why everything you’ve been taught finding a niche is wrong and what to focus on instead (4:30)
  • The power of “ing” words to take your business from pathetic to profitable (6:53)
  • A can’t-miss market-defining framework that will bring you more customers than you can handle (10:32)
  • How to quit the endless cycle of course buying that leaves you broke and more confused (16:44)

If you’re an online marketer tired of struggling, go to JaysMastermind.com and get your copy of The Billion Dollar Framework today.

Read Full Transcript

Welcome to JaysMastermind.com podcast. The only show in marketing that couldn't care less about your fancy little feelings. If you're a smart internet marketer, that's serious about success, then put on your big boy pants and enjoy this episode with your host, Jay. [00:20.0]

Jay: Welcome back to this episode of JaysMastermind.com. Again, it's joined with your host, the prettiest eyebrows and marketing Jonathan Rivera. If you guys need a podcast, this guy he's freaking rock star, go to ThePodcastFactory.com, tell him Jay sent you and he'll make you look a lot better than I look right now, you know so. All right, so we tease it up a little bit. We tease up the fact of the whole concept of the billion dollar framework, kind of what we're going to be doing in this episode. So this might be a multi-part series. So if you guys like what you hear and you want to make sure not to miss an episode, definitely go to JaysMastermind.com. Go ahead and sign up. Subscribe. If you don't want to give me your email, then I don't really freaking care. You can follow me on the social media or go to all of your podcast places. I'm sure Jonathan, who would be taking care of all of the distribution. [01:23.3]

So the reason why I wanted to do this episode is, this is something I hear a lot and let me know if you've heard any of this. A lot of people in the internet sphere ask stupid questions like how do I get traffic to my product? How do I grow my list? What do I sell? Maybe my, maybe you've heard this before message my audience, people aren't engaging to it. So the question would be what is wrong? What is wrong is that you built a business all around yourself versus your audience. If you have to ask, how do I build or how do I get traffic to my offer? You've already lost bass ackwards. What is the function of a light Jonathan, a flashlight? [02:22.2]

Jonathan: To illuminate.

Jay: To illuminate. So if you're in a dark room, would you want a flashlight?

Jonathan: Yeah, maybe. What am I doing in that dark room?

Jay: Nothing that, nothing that we can say on this air. This is a family friendly show. No, it's not. No, it's not. So here is the problem. A lot of people go into the dark room and the dark room is the market, right? And they have a flashlight, but they're shining it on themselves versus shining it out. The whole purpose of even a headlight on your car is to shine forward, to illuminate the path, the direction to go, not shine, inward. If your car's headlights shined in the cab at yourself, the whole time what's going to happen?

Jonathan: Be blind.

Jay: You're blind, you're going to die. And this is where I think a lot of people go wrong. They focus on themselves versus focusing on their audience. Where do you go to get traffic for your offer is exactly where your audience is. I know that sounds so great. That sounds so profound, right? [03:30.5]

But let's actually do a little bit of an exercise. So what I'm actually creating in the billion dollar framework is again, the same systems, processes, and procedures that I utilize and billion dollar companies, that virtually almost guaranteed success. There is no guesswork. There is no wondering if campaigns are going to succeed. If somebody, if an advertising has given you a million dollars per month, you better produce. You better know. And if you can't produce and you've, you can't know they, then what's going to happen. They're going to pull their advertising revenue. So one of the fill in the blanks type of a template, so again, this is going to be so extremely high level. There's a whole course on this, just go get it— is following the simple framework. Well, let's actually stop. So let's talk about a niche. [04:22.9]

Most people say, start with a niche. I say a niche is irrelevant or relevant. Not, it doesn't matter. Right? And niche in a market is not the same thing. A niche is a group of people with shared interests and goals. A market are the people who actually invest in that niche. So a market is the people who are investing, a niche is just whatever. So give us an example, Jonathan of a niche. What is something and how do you find the niche? Just say, I like. Let's talk about you. Let's use a simple, what is something that you like?

Jonathan: I like doughnuts.

Jay: All right, so you like doughnut? Oh, this is going to be perfect. Cause I can actually might be able to spin this a couple of different directions. All right, let's see how this goes. So if you like donuts, then you simply write down as a consumer avatar, customer avatar, whatever you want to call it. You simply write on a piece of paper say, I like, therefore, I'm interested in, therefore I want to buy. And then you just simply fill in the blanks. This tells you exactly what your market wants. So I like doughnuts. So if you like doughnuts, therefore, what does that make you interested in? [05:33.2]

Jonathan: I'm interested in high calorie snacks. Which is the doughnuts, okay…

Jay: Yeah. Here's a question, are you a Boston cream guy or no?

Jonathan: No, no. I'm not into the filling.

Jay: Ha ha…no filling. All right, so you like the neutered donuts? I love the cream. Oh my God. I love Boston cream. Bitten or the Claire's Long Johns with, Oh my God. That's so good. Anyways. That's the reason why I gained 30 over COVID. But that's what a lot of people would say, it’s like, well, you know, I like, you know, doughnuts, therefore for like, I'm interested in high calorie, but what we're going to do is we're going to do one little caveat. Now let's change it. Forget about that, therefore I'm interested in and then filling in that blank. Let's let me, let me guide you a little bit. So there's a thing that I called ING words, right? They're verbs that end in ING; verb is an indicator of action. Action always leads to sales, that makes sense, right? So if you like donuts, therefore you're interested in just gimme a verb that ends in ING. [06:31.4]

Jonathan: I like eating.

Jay: Eating.
Jonathan: Interested in eating.

Jay: Okay. So eating, let’s name some more. So this is where you would basically do a massive brain power, massive dump. So eating is one that, that kind of is, that’s a verb that ends in ING. So here's some thought starter, I'll go ahead and give you. What about stopping? What about increasing? What about learning? All of this stuff is an indicator of action and action always leads to sales, right? Increasing. Are there any more verb words that start with a ING that you can think about?

Jonathan: I like the stopping, stopping for doughnuts. We do that all the time.

Jay: So I like doughnuts therefore, I'm interested in stopping.

Jonathan: All right.

Jay: So stopping what? Stopping for doughnuts. What about getting, getting. [07:20.4]

Jonathan: What?

Jay: The best deal? Increasing, increasing the amount of doughnuts you can eat without getting fat, right? Cause you're a fitness buff, right? You're not a fat daddy. I'm I'm I'm the chunky chunk. I'm the fat type. So then all you do is you say, I like blank. Therefore I'm interested in ING word blank. Therefore I like to buy. So if you are a daddy that likes doughnuts and you're interested in stopping, but what, what makes you want to stop besides the doughnuts? Besides the non-cream fill

Jonathan: Craving

Jay: Horrible. Cake. Are you, are you the cake? Are you the original?

Jonathan: Oh man, you got me.

Jay: Ahh, jeeezz.

Jonathan: I am one of the old fashioned, the old fashioned.

Jay: The old, are you serious? Oh my God. No, I like the frou frou. I like the frou frou. But all right, so then therefore, what would you like to buy? So if you stopped and you like eating the doughnuts or getting the doughnuts for stopping to get the doughnuts, what would you like to buy? You would like to buy a lot of doughnuts, right? [08:14.8]

Jonathan: I would..

Jay: So let's think about something else. So like, let's take a, a niche that I know nothing about, besides I think what was it? Happy Gilmore and Adam Sandler where it's a get in the hole. Let's let's talk about golfing. Right? So in this situation I'm like, all right. I like golfing, me personally, right? So if you don't know where to start, the easiest thing to do is to mirror yourself with your audience. So I'm about to be 37. So I'm a 37 year old male. So that's kind of like my demo. I know how to talk. I'm culturally relevant. What I always say is on your demographic breakdown. If you want to get technical and we'll get to a little bit more in the traffic episode, you always go the segment that you're in and then go as segment above and segment below because you always have the people older than you that wanna, you know, look. And like either one, like they're younger or they're, they're frustrated that they haven't received or achieved the results that they wanted. So they're looking for this young whipper snapper, you can actually motivate them or you have the people that are younger than you that want to look up for a mentor so that that's something we'll get into. [09:18.5]

But in this situation, golf, which I know nothing about it doesn't matter because this system, this framework actually rings true. So if I say I like golf, I like golf. Therefore I'm interested in stopping, increasing, whatever, achieving getting. And then I simply fill in the blank. So I like golf there from interested in improving. Oh, there's one I just came up with. Improving my what? My short game, my putting, my swinging, my whatever it is. I don't even know what are the terms, my fore-ing for. Therefore I'm interested in buying, well, guess what? We already have a framework there. We know exactly what they're searching for. We know exactly what they are looking for. We already know their intent. So they're looking at buying tips, secrets, training, whatever it is on increasing their or improving their short game. So if I like golf and I'm interested in improving my short game, therefore I want to buy five tips or five training or five secrets to improving your short game fast. Right? [10:23.7]

Same thing it’s with blog content, right? So you're trying to come up with stuff to rank for, or for your content for your blog or content for your social media, you know. How do I know what my market wants? Well you follow this framework, cause it's going to tell you. So who is your market? Maybe you're a single mom. So I'm a single mom who is interested in stopping my kids, peeing in their bed, whatever. So therefore I'm looking to buy, all right five tips for getting kids from, pissing all over the place, fast, right? Fastest to stare for some copy flavor. You know, I used to be a copywriter, so I know these things. It's NLP I'm sure. But think about what the market is now going to be doing. [11:07.1]

If you're an online marketer, who's tired of struggling, tired of the BS and tired of buying course after course with nothing to show for it. Then the choice is clear, go to JaysMastermind.com and grab your copy of the billion dollar framework today. [11:24.0]

Jay: If you're somebody and again, going back to your example. So I like donuts. I'm interested in stopping or getting the best deal on doughnuts. I want to put 10 of these bud babies in my mouth at the same time. Therefore you're interested in getting the best freaking deal on doughnuts, getting doughnuts delivered, whatever, right? So if you're a Door Dasher or whatever company, a doughnut delivery place. Imagine now if you put an ad that targeted you specifically that says, are you a doughnut lover who’s interested in getting 10 doughnuts shoved in your face as fast as humanly possible. Well, guess what? We have free delivery, click here. You're getting them take action. What most people do is that they try to come up with a concept and then they try to convince the market to buy their concept. Right? They're trying to justify their idea is again, their managers. They have all of these ideas, they want us to see. But it's all about the, what ifs, right? So they're trying to justify the need for their offer in the marketplace, versus just finding out exactly what your market wants and giving it to them. [12:30.0]

You don't have to sell; you don't have to go through the whole 27 page sales letter. You don't have to do the cheesy, scarcity tactics and stuff like that. Because guess what? Finding what people are wanting at the point of their need, what they're already actively investing in, you do that by finding out what they're already verbING in. Maybe you're a single dad or maybe not a single dad. Maybe you're, you're a soccer mom, whatever it is, it doesn't matter. So I'm a soccer mom who's interested in helping my kid not suck. Therefore I would buy 10 exercises that you can or attend practice drills that you can have your kid do at the home where he doesn't get laughed at. Right? And then the next thing that market is going to do, if you have an ING, a verb ING desire is that that'll give you your, your market's instant, whether they're, it's their pain point., they're looking at stopping. Look, I'm a fat lard, and I'm interested in losing 230 pounds. So please I'm interested in buying a divorce attorney because God, that was the best decision I ever had. [13:35.8]

Again, a lot of truth said. But once you find out the desire of your market or the pain point or the promise or the ultimate desire, what do you think your market is going to do? In today's age, if you're looking for the best deal on doughnuts or how to deal with doughnuts, or if I'm looking at how do I improve my short game? Where are you going to go?

Jonathan: Click.

James: Click.

Jonathan: Like right on the ad. Where? Yeah, well, first you're going to go probably go to Google. You're probably going to go to YouTube. You're probably going to go to these places that are called search engines. And guess what people are searching for. These are your mid funnel and your, your in market, right? There's a whole breakdown between like again, like I think, what was it? HubSpot, the top of funnel, the bottom of funnel, middle of funnel, all this kind of stuff. It's all about the consumer journey. And maybe we can either have a training on this, maybe I'll do it after burn thought, or maybe you can just buy the damn course and get everything completely outlined for you. [14:29.6]

But as soon as some people are in the mood to research to either end their pain point or achieve a promised result, they're going to go. So if they search how to improve my short game, cause I'm a golfer and they see a, a search ad, a PPC ad that says, “How to improve your short game fast? Click here and get this course.” Chances are they're going to click, but if they don't click, maybe they're going to go on a website, right? Maybe they're going to go do some research@golf.com. But guess what? You're going to have a display ad that says how to improve your short game fast. What if they don't do that? Maybe they're actually looking for a video training and this is YouTube is one of the highest viability right now. The average customer value and the rate of return that you can actually get on YouTube is astronomical. And that's most of where I'm actually making my money is basically getting businesses, transition away from Facebook, which I love Facebook and enter the Google sphere because of the rate of return is so crazy. [15:22.1]

But if you go to YouTube and you're looking for this and you start seeing an ad that says, Hey, if you're a golfer, who's interested in improving your short game, we put together a five part series. If that's something that's interested into you, then go ahead and click here. Guess what's going to happen. They're going to click there and then go to your website and that you you're paying for stuff. You're creating an offer. That's exactly what your market is searching for. That's exactly their pain point. Or, and again, maybe it's a blog post. Maybe it's a podcast. Maybe it is whatever. But when in doubt, I like, therefore I'm interested in, therefore I want to buy. You're always going to move people to action. Uffff. So does that makes sense, Jonathan? Do you think, are there any areas?

Jonathan: Bro I feel guilty because I think it was an episode or two ago, you were like, Oh, they're buying all the, all the courses and I just can't help, but I'm like, where can I get this damn course? [16:12.7]

Jay: Yeah, no, it's true. Here's the thing like by buying all these courses, right? You should have a set budget per month, right? I'm like, look, I can buy whatever course and training and book and all this other kind of stuff that I want. But I never, ever, ever let the money that I spend for education get higher than the money that I spend for audience building or traffic generation. If you do that hands down, you'll lose every single time. But again, going back, you want to find people, the market, the markets easy. The market, you just come up with the niche, it doesn't matter. Hey, if you're interested in underwater basket weaving and you're looking at increasing your weed, whatever the industry jargon is, right. Then I put together this thing, or I here's a podcast or here's, here's some type of content that I'm going to utilize to take action. And a lot of people are sending out emails to their list that aren't resonated, that aren't opening because they're sending out stuff. [17:16.9]

It's like, look, if I'm interested in increasing my short game, then I could care less about how, which cleats I need to utilize me. Maybe that's good. Maybe I can segment out. Maybe that's something, but that's not what I like. Right now I have a problem, I have a need, I'm the person in the desert, right? And I'm the person in the desert. I've been there for three days. I'm dehydrated. I'm on my last leg. The last thing I need to do is go through a 30 parts sales sequence series of the reason why your water's better. If I have an immediate need or immediate pain point, I want that water. I would take a drink mixed by Cosby himself. [17:56.6]

Jonathan: By Cosby.

Jay: Himself. No questions asked if I'm dying of thirst. So that is now going back to everything that we learned so far, right? Quit buying into the hype, quit buying it into the stuff. You can either be an employee, all the wishful thinking, the lotto bind, set, like I call it right? So you want them, I don't want to pay for traffic, right? Well, what was it, the last episode we talked about? Can you make 10 bucks? Can you give me a $100 and I'll give you 110 back. How often would you do that? Right. If you can do that in a week, you have a million dollar business. If you can do that in a day, guess what? You have a $7 million business. It's the law of compounding fractions; it’s the long term, that's what the CEOs are. There's a lot of stuff we can get into the fans targeting. Like you can do targeting, you can do traffic. And there's all that stuff I make my living doing that. $10 million a month in ad spin. I can show you a thing or two about traffic, but you don't even have to be good at traffic. [18:51.8]

If you start with the audience and simply create whatever it is that they want to do by I like, therefore I am ING verb What? Stopping what? And guess what? Talking about product shelving, which we have coming up in an episode, if you're a golfer is interested in increasing your swing, I don't know. What is it called? Swinging? Is it like put?

Jonathan: Driving.

Jay: Driving. Yeah. See, I don't even know this crap, but if you're a, if you're a coffer interested in adding, increasing your driving yard range and I have a product that says, Hey, I know exactly what I need to create at that point in time. I'm going to do five secrets for adding 30 yards to your swing. The next time you go out, right? But guess what if you're a golfer is also interested in reducing your handicap. Guess what? That's a whole another product idea. [19:43.4]

If you're a doughnut addicted dad, that's interested in losing five pounds, right? Here's the thing. How can you lose five pounds by keeping your doughnut habit or whatever it is, right? So you have endless supplies of products for his many different ING verbs that you can come up with and you're drilling down into your buyer intent. I don't even have to be good at traffic to say, look, I'm going to target people that like golf. Cause if I have an ad that says, Hey, if you're a golfer, that's interested in improving your short game. Well, if their short games already on point, then are they going to click on your ad? No. You can do mass marketing, you can go to Facebook right now and buy golfing enthusiasts for people who like golf. I don't know. Is there a golf magazine? I'm sure there is, but you don't have to get into the weeds right. Into the weeds is where managers are, You're a CEO. You can be high level to very specific call-outs and then that's how you can make $10 off every a $100 you have. And that's how you can basically build your billion dollar empire. But do we have any more times for any more by sweat or is that pretty much it? [20:56.7]

Jonathan: I think we need to do a tease and save it for the next one.

Jay:All right. So that was the little foreplay to the billion dollar framework. In the next episode, I'm actually going to go a little bit deeper. Now it's time to stop talking and teasing, and it's going to be time to get into some action. If you want to know about traffic, all the traffic traps that basically caused you to go broke. If you want to know the truth and the reality of what it's going to actually take to grow, then make sure to go to JaysMastermind.com and join us. It's been a pleasure again, Jonathan, you were great.

Jonathan: The doughnut daddy.

Jay: The doughnut daddy. I want doughnut so bad now. All I can think about the whole time I'm just like, dude, I wonder if Door Dash has doughnut.

Jonathan: They have to, they have to make it. All right, man.

Jay: All right. Take us on out of here. Let's get going cause I got to go urinate.

Jonathan: That is a wrap for The Jay’s Mastermind Podcast. We will be back in your ear buds next time. Thank you for tuning in and remember for more traffic tips from more from Jay JaysMastermind.com [22:00.0]

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