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: Hey welcome back guys. This episode of Jay's mastermind.com, joined with us is I've said it once, I've said it twice, the prettiest eyebrows in all the marketing….. here's Johnny. Hey man. How you doing?
Jonathan: Hey.
Jay: So now we know how you got cupcake. Now we know how you got cupcake. It's all in the eyebrows. When you going to grow the beard back out, I actually saw your Facebook and you had the beard. I was like, wow, you were like a MAN.
Jonathan: Burly AF, right?
Jay: Yeah. Burly AF.
Jonathan: This is all. You know what, the problem with that beard was?
Jay: hmm.
Jonathan: when I found myself having to blow dry it for 15 minutes and pull it straight. I'm like this, shit's got to go. Like my hair.
Jay: Yeah.
Jonathan: I don't have any hair either.
Jay: Dude. I love how the fact that just in our recording setups, you can tell so much about our, our, the differences of our personality and our lifestyles. [01:21.3]
Jonathan: How's that?
Jay: Yeah. It's all in the microphone. Like you can tell instantly that you're married. You can tell instantly that I'm not.
Jonathan: Wait a second.
Jay: All on the microphones.
Jonathan: How does a microphone show you that?
Jay: Me being single, I have mine double wrapped. That’s so much extra protection.
Jonathan: Now mine…
Jay: You being married, you're just rolling out. You're like what, what do I have to care, Stick it on it, it gets at that funky microphone smell on it. It's all fine. It's all fine. But staying true to hopefully my teaching persona it's a, this time I do want to do a little recap kind of drill down and take one of the concepts I did in one of the earlier episodes, I believe it was episode two. For those of y'all who have faithfully followed the show, tell me if that was the one where I talked about being a smart marketer or correct me. And if you do correct me, there might actually be a prize in it for you. You may like the prize, you may not, but there's only one way to find out and it's to correct me by leaving a comment. [02:25.0]
So we’ve been talking about this whole concept of employee manager and the CEO aspect. It's really doing the key findings of you know, business and really trying to get marketers and again, what I say, marketers, I'm kind of specifically talking to the internet marketing community or really the online entrepreneur. To me, it's, it's, all the same, right? You know, it's, it's all the people aspiring to create something and to sell it to as many people as possible. But it's really get them to start being smart, which is an acronym. And this, this methodology really turned me from being overwhelmed to still overwhelmed, but now I just get compensated a lot more for it. No, I'm not overwhelmed anymore. So this one again, titled how to be a Smart Marketer, again, the smart aspect of things stands for specific measurable, achievable, realistic, and time based. [03:24.7]
So how I utilize this in my own personal development career, all this stuff is I started actually, once I found this concept started making sure all of my goals had KPIs attached, which is part of what you go through, like the smart methodology, right? So you give yourself clear, specific time-based things that you're going for. And what it does is it get you out of being a dreamer and to being a creator because Martin Luther King Jr. was not a dreamer. Can I say that? [04:04.5]
Jonathan: Why not?
Jay: I don't know. It's cause actually it told a joke about the you know, somebody asks, well, how did, how did the recording go? Like great. You know, like, well, what kind of jokes did you do? Because you're always going to try to throw something in there. And I told the one where I said you know, did the little concept of do you know what I like about Jews more than their contribution to a, an aerodynamic penis? And they're like, I don't think you should say that. I'm like, that's exactly what I'm saying. And they're like, well, you know, in today's climate, you know, the whole wussification of America, people are gonna say that you're like anti-Semitic or whatnot. I'm like, well, no, I'm just trying to get who was at Russy Russy he's probably going to like wrestle my ass for saying that Russell Brunson, was it a dream 100? Is that one of his concepts? I'm just trying to create a platform to where maybe we can have Mel Gibson on the show. [04:49.4]
And anyways, on that note, but Martin Luther King, wasn't a dreamer just cause he had a dream. He was, I would say a creator because he had the dream, he had the vision, but he actually got off his ass and started walking. He started putting in the work; he started creating what he saw. And so many times we teach our children, Oh just follow your dreams, so we set them up for success. That's the reason why we have a lot of entitled pricks that we have right now that think that just because they want something, they should get it and not have to work for it. I do not believe that every kid deserves a trophy. I don't. But by establishing the KPIs in your business that takes you from having this wishful thinking syndrome, the I-want syndrome to now knowing exactly what you need to do to accomplish it in a very methodical way. [05:47.7]
So again, smart is be specific, be measurable. Is it achievable? And what I say about achievable is this is when you do a premortem. What's all of the reasons this can work? What's all of the reasons why you think that this is a legitimate goal, achievable, be realistic now, this is the postmortem ahead of time. What's all of the reasons why this won't work? Why would this fail? And then you can already plan for the contingencies and then make sure everything is time-based. The time-based thing I got really, really quick because I mean, prior to get into the whole market-landia, I built my way up utilizing kind of like this whole core framework before I even knew what it was to become one of the head operations managers at Apple’s, for the customer contact centers. I would establish their whole processes, they would drop me in a city with nothing more than a warehouse and give me 90 days to where I had to build the whole infrastructure, hiring, training, all that other kind of stuff, right. Sounds kind of cool, but they did not pay worth the crap. [06:55.8]
Just heads up if you ever wanted a job at Apple, but what we would do, we'd actually bring people in under a 90 day probation. Is that a way did I mean, that kind of sounds bad. That kind of.
Jonathan: (cross talk)
Jay: Takes me back to my bad boy days, right. But it's one of those things it's like, all right, we're going to get you in, we're going to train you. But guess what training is a definitive time period. Some of you listening to this have been training and learning and trying to do all that kind of stuff for years about online marketing. Again, you have full bookshelves and empty bank accounts and there's something wrong with that. So we would say, all right, here's a definitive training period. Now you have to go out and actually put to action what you learned. And that's really where the results come from. And that's, whenever again, you go from just listening and all of a sudden kind of step to where you actually have the output, but guess what? You have 90 days to perform. In 90 days, here's your minimum performance measurements that you have to adhere to or what happens after that 90 days, if you were to guess John? [07:58.7]
Jonathan: You get a nice little pink slip.
Jay: Well, how we used to do it, I used to, did you ever see Up in the Air with George Clooney?
Jonathan: I don't know. I don't think so.
Jay: He was a professional fire, so they'll bring them in whenever he did like multiple like, like massive like corporately offs and stuff like that, just a pretentious prick. And I was at guy, I would have so much fun with it because at first it was hard because like I have hired and fired probably over 5,000 people, right. So at first it was hard and then it, it was just the mindset shift is cause one thing that we say is like, well, guess what? Now you get the opportunity to seek success in a different endeavor. We gave you 90 days with very specific KPIs. The agreement of appointment says, and these weren't like aggressive, like top performing and all this other kind of stuff. These were very achievable goals. And honestly, after that you had 90 days to raise it or we would fire you because honestly they were not good. [08:52.0]
But sometimes we had a big ramp up season. And so we have to hire a bunch of people and then for three months, and then we have to let people go. Tenure doesn't mean a hill of beans in the Apple community, it's all about performance. So whenever you got on, if you outperformed your 90 days versus somebody that is in for nine years, you get to stay, they get to go because it's all KPI driven. We even establish a framework on a piece rate, so where all of the KPIs was built off of a smart methodology to where, if you wanted to give yourself a raise, you gave yourself a raise, you knew exactly the KPIs you had to hit, and you got a bonus for hitting those KPIs. We would hire people with master's degrees and marketing, so just because you're educated, don't talk to me because I used to hire you for $9 an hour, come in at $9 an hour. But if you hit your KPIs and did your smart goals, you can double your salary almost instantaneously, right? [09:50.6]
So that is the whole thing, a lot of people need to put a time-based and this is one aspect. And then let's actually get into, I'm going to ask you a question, cause I'm sure you talked to a lot of people that have questions and they say that they're overwhelmed or I have too much stuff to do, or they're wanting to grow stuff. So I'm going to have you throw some examples and see if off the cuff, you know, if I can kind of break it down into a smart methodology framework, just for the people listening or viewing. But this is something that you really want to do and actually spend time with. Don't be as flippin as I'm about to be with it, because again, this is how you determine whether you need it, invest time, energy, or resources. Cause again, if, if any action you're doing, isn't growing your top line revenue or increasing your net profit margin, you don't need to be doing it. You can overwhelm yourself with busy work and you can always find more things to do, more ideas to do, more things you can try to put in to see if they work, more spaghetti in the pot. There's always spaghetti in the pot, but at the end of the day, if the plate never gets served, because you're trying to perfect your spaghetti, if it never goes out there to where you're selling it, the waiters can deliver it. Then you're not making money as a restaurant. You're not making money as your business. [11:06.3]
So be specific, be measurable, achievable, which are all the reasons why this can work realistic, which is all the reasons why this won't work and plan for the contingencies ahead of time and make sure you give yourself a time base. Same thing with your marketing, your offer. You've been thinking about a course, be specific. What exactly do you want that course to do? How are you going to measure results? What's all the reasons why you think your course would work? What are all the reasons why it won't work? And then give yourself a timeframe - 90 days, 60 days, 30 days, a year, give yourself something specific that work for that way you can put those step goals in there to determine whether or not at the end of the day maybe you either need a fire, your project, your course, or you need to fire yourself. You need to get out of the way and just hire somebody else to do it. So people say all the time, I was like, Hey; I want to make more money. Have you ever heard that one John?
Jonathan: Is a broke person talking.
Jay: Yeah, yeah, it's true. Well, what it is is a dreamer, not a creator, right? [12:07.2]
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. [12:24.9]
Jay: They always want to dream more money or more sales, right? And this is actually where a lot of business owners, if you ask a business owner at the end of the day, what do you want to do? I want to make more money, right? Well, what is the specific amount of money that you want to make? How do you plan on measuring that? What's all the reasons why you think you can make that money? What are the reasons why it won't work? Are there any contingencies in place? And then how quickly do you want to make that money? Or I want to get more sales, right? You can hire somebody to let's do an outbound sales or something like that on your fancy high ticket item. And you can basically be like, look, I'm going to hire you because I want you to generate more sales. Well, more sales to you might be 10 in a month; more sales to them might be one in a month. Clear directions you can't coach to, I mean, technically they generated more sales, but what makes it, so how many more sales? All right, so that's specific, measurable. How are you going to track that this person specifically had that lift in sales versus just your overall marketing span, all this other kind of stuff, right? [13:24.7]
What's all the reasons why you think this can work? Meaning that like, look, I want to get 10 extra clients this month or this quarter, whatever it is. And the reason why we think is we actually have a thousand people on our prospect list. So our goal at that point in time being specific is we need to convert only 10 out of the thousand and these are people that have somehow raised their hand, they might've bought a course or nothing. These are our prime prospects. This is all the reasons why it can work. Okay. Well then what are the reasons why it won't work? Well, maybe all those people on our thousand dollar prospect list or not a thousand dollars, but our a thousand person prospect list that we're trying to get 10 off of, maybe they don't have money. Maybe it's a price objection. Maybe we got the wrong prospects. Okay. So now is it going back up one, as soon as you fell, when you go back up, is it achievable then? Well, if you have a bunch of low value freebie seekers on your list, because you fell for the marketing guru that says offer free value. What are you going to have to do? [14:26.5]
Maybe the goal is not at this point in time to be focused on increasing your high ticket sales, because maybe the contingencies is the place to where you need to pivot on a business aspect of things and focus on getting a higher qualified prospect list first. So what did you do? You saved yourself the overhead of bringing somebody on to burn through your you're burning through either the salary or the budget or whatever that is, because you honestly just weren't ready for it yet. But maybe you do maybe look, you have a thousand person prospect list and you're trying to get 10 of it. Well, do you want 10 this month? 10 and a quarter, what's realistic? If you honestly happen, 90 day sales cycle, which on one of the agencies that have sold out, if we had a six month sales cycle, six months, that's a long time to be chasing a lead. So the stuff that I do right now, Oh, you want more sales right now, it's not realistic because of the fact that we have a six month sales cycle. [15:24.1]
You can give me a hundred thousand dollars to invest right now, that's not going to get hill of beans for next week's matrix numbers. It's just not, because we have a six month sales cycle. So I always list this out vertically and say, all right, is what I'm doing very, very specific. Is it measurable? Here's all the reasons why it will work. All the reasons why it won't work and then give myself a very specific, time-based a realistic time base. And the moment that I go down the list, as soon as I fell one aspect, I go right back up and say, all right, what is the shifts that I need to do? And this will simplify your life. It'll simplify your business. All right. I want to grow my list. Right? You hear that a lot, at least in online marketing community. All right, well be specific. So grow your list is if I show you how to do throw an extra a hundred people on your list, would that be good? What about a thousand people per month? Are you trying to grow to a hundred thousand and you're starting off with nothing, right. Be measurable, all right. [16:23.6]
I have a whole course setting, basically talking about what one of the modules is all about the advanced tracking of where everybody get it wrong. Even the advanced, you know, two comma clubs and three comma clubs and all this other kind of stuff. Marketers that hire my agency for consultation, doesn't actually have the measuring and the tracking and that the right framework in the ability for scale. That's the reason why they get these awards. They told them to you to sell their products, but then they wind up never getting to a place to where they're actually cash flow negative because they bought their way into that, thinking that well, if I just keep spending and get the million person list, and all of a sudden I'm going to become like the next name your guru, Frank Kern, Ryan Deiss, all this other kind of stuff. And the chances are that sad reality is, is that they put 1.2 million on lines of credit. And then now they're, they're looking at me to bail them out and I make them go to the same process. So, okay. So you want to grow your list, measuring trackable, all that kind of stuff. In that course, that module is, can be the billion dollar framework. You can go to JaysMastermind.com to go ahead and get it. [17:22.1]
So achievable. What's all the reasons why this can work. Well, honestly, I've done the research utilizing the billion dollar framework. I know exactly how to go from the niche to create a market, to create the audience targeting. I know how to do the exact offer they want to do, okay. I already have a hundred dollars a week or a month or whatever it is set aside, okay. I already have the system and the framework and all this other kind of stuff mapped out. And this is all work you can do before you go and start buying up all of these Landing page creators, funnel creators, site, hosting, Word Press themes, domain, like all this stuff, right? Because like the average person that I usually talk to that hasn't even generated to launch a product, spend anywhere from 500 to a thousand dollars a month in softwares and services for this potential business that they'll eventually get to. But they've never, they have all this output, but they'd never ran through this process, what you can do ahead of time, the test, the viability of any business. [18:21.9]
So, okay, well realistically, what's all the reasons why this won't work to build my list. Well, guess what? I have everything in place, but I honestly don't have any paid advertising costs. Okay. That's where you stop. Why are you going to do another step if you don't have the advertising capital? Maybe you do have the advertising capital, maybe it's just a hundred dollars in your cost per lead is $2. That means you can realistically do 50 per month or 50 per week, whatever that budget of a hundred dollars is. So to then go back and say, all right, based off of that is the fact that I want to grow a hundred thousand list this month, whenever I only have a hundred dollars to spin, is that achievable? Probably not. Is it realistic? Probably not. Right. And then when do you want to do it? Time-Based give yourself a freaking time. And again, we talked about putting your, your back up against the wall. You either need to create a safety net to keep you from procrastination, which is what I did by going to ThePodcastFactory.com hiring Jonathan, right. [19:26.0]
Jonathan: Eyebrows.
Jay: Yeah, the eyebrows. It is just the eyebrows, not gay though, but definitely the eyebrows, no play. So you either need to set that or you need to get out, get outside of your way, all these ideas that you've had for products and blogs in courses and podcasts and social medias and all this other kind of stuff, you've had it. And you haven't done anything with it. The biggest thing that you can probably do is say in the next 30 days, create yourself one smart goal to accomplish and say, if I don't get this done, I'm going to fire myself. Turn off auto renew on the domain name. I knew a guy who had over a hundred domain names cause he had all these bright ideas. He would come up with domain names, get them on auto renew, or what is that 800 to a thousand dollars per year auto build BAM!
Jonathan: Ouch. [20:14.4]
Jay: And he never did anything. And this is before this is you do this prior to like, alright, should I invest in a daily video series? Well, what specifically are you trying to get out of it? Well, I want to grow my audience. I want a bigger audience. That tells you nothing. Specifically how much? All right, if I can do this and if I can hit 10 new subscribers per what month, per week, per day, how am I going to track that specifically? What's all the reasons why this can work? What's all the reasons why it won't work? And then give yourself a time frame. I work in quarters; I give myself a 90 day viability period. I even have the same process mapped out as far as alright, that's the reason why we did season one. There's a viability threshold that I had to hit. I even told Jonathan that whenever we signed up, I was like; I want to get to X-many subscribers. If I can do that based off of the investment that I'm making, then I'm at least matching what my CPA would be on cold market, like direct whether it's YouTube or Facebook ads. And it's not a lot. Season one get a hundred subscribers. Maybe I get more and maybe I get less. Maybe because of that, I already have my contingencies in place that says all right, if I start getting some stuff out there and promoting it organically and people don't catch on there's enough sick and twist mother lovers out there just like me to where maybe I need to kind of get in my pocket a little bit, already have the contingencies of the ad campaigns. [21:42.8]
I know for sure we're going to hit that. And then before I even just grow the list, then at that point in time, I'm going to do this exact same profit. All right. Well, I have those hundred subscribers, now what? What is my next goal? Right. Cause just having a bunch of people on your list that don't pay you anything. Like I said, in one of the episodes, it's like having a big box of vibrators. It makes a lot of noise. It might make you feel good, but it offers no satisfaction. So with that, is there any questions or follow-ups that you have on that Jonathan, before we wrap up? [22:13.0]
Jonathan: I like the framework and I imagine this is part of the course, but I wrote the notes here. I do have one question. I don't want to take us too far.
Jay: Yeah.
Jonathan: I wonder when we're thinking about a realistic part and the contingencies part, I feel like there's a tendency for people to get caught up there and then procrastinate forever. So how do you, how do you get past that?
Jay: That is actually a good question. So that's a multifaceted question actually.
Jonathan: Actually, like I, wasn't going to ask a good question.
Jay: No that is a multifaceted question because the reason why they may get caught up, that's whenever there's so many different reasons, right? So I'm going to ask you just for the sake of this and if not, I can give you some breakdown. We'll just go a little bit longer, but specifically, why do you think based off the people you talk to, because you do a heck of a lot of coaching, right? A heck of a lot of coaching, part of the benefit of The Podcast Factory is the coaching. So why do you think that would trip somebody up? [23:12.3]
Jonathan: To me it seems pretty straightforward. It's almost an if- then, yes-no thing.
Jay: Yes.
Jonathan: But I see how most people operate in a hamster wheel where they'll keep spinning themselves into the procrastination loop. No, and back, no and back, but keep looping instead of moving on. And so I'm wondering if there's a way to identify that, Hey, you're looping or spinning out. [23:32.6]
Jay: I think that comes also in plays specifically on time-based. Right. So if you're saying like, look, the easiest way to do is you always stick up or like I always step up. So like, think about it. Let's say like email marketing and let's say this, this answers your question. Some people are like, all right, how do I make more money with my list? Well, like you can go through all the different reasons as far as, you know, like all the big broad tactics. But what I say is you break it down into what you call step goals. So each step goal, then you run through the same smart methodology. So specifically with email marketing, if you're trying to send out an email or if you're hiring a copywriter or whatnot, you know, the first thing is if you only have a 5% open rate and you're wanting to instantly double your profitability of your list, but you don't have the new double, the amount of people hitting your list, what's your only other option? Would be to either you can get really freaking good at copy, which is kind of hard to quantifiable or hard to quantify, but it is possible. [24:31.5]
Or you can basically say, all right, if 5% on average people open up, the step goal that I'm going to get is let me see if within this week, if I can just get up to a 10% open rate. See that's, if you're feeling yourself overwhelmed and go into their hamster wheel, you're trying to bite off way too much more than you're trying to chew or that, that you can chew. So let's just say reasonably is that if I don't change anything else you can go through and do different send times and different, you know, long form copy, short form, copy all of a sudden kind of stuff. But at the end of the day, if you can just get twice as many people on your list to open, maybe try some more income comes in. Okay, then what's the next step? Maybe if you have all right, what's your click through rate once they opened it. All right, you want to get an additional 25% of what of your volume is not 25% click through, but at 25% lift, right? [25:24.5]
Well, all right, what if I didn't change a single word in my copy? It changes single time delivery, all this other kind of stuff gets that's big, but maybe I just need to find a way to get 25% more people to click, add the link twice, add it up, add it lower, whatever it is, you see what I'm saying? So it's basically biting off to those or breaking it down to that, what are those micro goals that we can do, those step goals that will eventually lead us to the fact that it's that summation, that compounding effect. It's not the, alright, send this magical email formula and make a 100k. It's all right, can I get 10% lift on each one of my matrix for your open rate that might be going from 10% to 11% At 10% lift in your business week over week will translate to an extra million dollars, right? Depending on a wide variety of different factors, but I don't know, did that answer it or did that…[26:15.9]
Jonathan: Here's and I'm going to simplify it. And then we got to do a teaser for next time.
Jay: Yeah.
Jonathan: The way I understood it is the step goal is what can I do right now? So one thing I can do in the next day or the next week right now to test the viability is.
Jay: Yeah.
Jonathan: Actually taking an action, having an idea of what you want that action to do for you and putting the rubber to the road.
Jay: Yeah.
Jonathan: So doing something. That's how you get out of the spinout.
Jay: That's how you get yeah,
Jonathan: You captured it. All right, what's coming up next time?
Jay: Ah, the next time I'm going to actually try to do a little bit of a callback again, but this time is probably going to just say, I actually want to go through some of my biggest annoyance, some stupid stuff marketers say. We're going to riff back and forth, there's probably going to be some things that you thought of Jonathan, that we can add in there. Again, if there's stuff that we don't hit in this episode, make sure to leave a comment on that episode and then I'll do it in the after burn thought that you can find by following at, at Jay's Mastermind on all social media, but that is what's coming up. Let's let's have a little fun and rift on this horrible community, we're all a part of. [27:17.0]
Jonathan: Another episode of Jay's mastermind is in the can. Thank you, boys and girls for tuning in, and we will be back in your ear buds next time. [27:26.0]
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