Calls To Action: How and When to Use Them

And as you know, I've been working on the inception, webinars stuff, which is so and so, so much fun, but it's, it's very psychology heavy. Yeah. And to be able to teach it to people, I was like, I was like, I do this stuff naturally. But I need to be able to explain some of this better. So I, what I did is I basically, I just deep dive into it, like all the stuff that that I needed to refresh on,

essentially nice. So that I could be like, Okay, well, how am I using it in this situation, because I've been using it in advertising been using them branding, General marketing stuff, but not in like webinars, and webinars, like, you want a specific flow for it. And so I was like, Okay, well, deep, deep diving into this psychology stuff. And I was using, like, like I talked about in in one of the other episodes, I was using the learning strategies that that I use to learn things

quickly. And so what I did is, is basically, I read one book on it, and I watched probably about 10 hours worth of videos nice. And just kind of like, went through that process. But what I did is like to explain how like our brains work when we're learning something is that if you just passively go through the information, most of the time, it doesn't stick, but there's certain things that we

can do to get at the stick. So what I did is I took notes act like active notes, and when you're reading something like psychology, sometimes you like you have to, it's like so complex that you have to reread it a few few times. And, and so anytime I found myself just passively reading through something, I'd be like, Okay, I need to go back, I need to actively pay attention to what is being said, and then attach it to my notes, attach it to how I'm implementing it within

webinar structure. Hmm. And so I took all these notes, okay, so there's actually scientific studies that have been done around learning that if at the end, end of the day before you go to sleep on the day, you learned something, and you took notes. And you should take notes, because that's part of it, you go back and reread all of your notes, you have a much higher retention level. And then what you do is 30 days later, come back and review your notes

again. And then anytime you need a refresher, you can just usually review your notes every, you know, 30 days or so. Or, you know, go back to you know, when you need it or need the information. So

repayment. Mm hmm. Right. So, a great example to sit like say, say you have a boss and your boss comes up to you. He goes, Okay, that that raise you've been wanting, we're gonna give you the company car you've been wanting. We're going to give you the corner office with the windows. We're going to give it to you but here's the deal. We had someone quit today and that month long vacation you're going to take with your family, you're not going to be able to take it, huh? Okay, so what did they do?

They gave you a gift. Okay, you know, the thing you've been wanting essentially in this in this circumstance. But they asked, essentially immediately for repayment. Now, in this case they're asking, but, but if, if you think about it, in that moment, you would probably feel obligated to be like, yeah, I'll do that. Because you're giving, you're giving me something like this awesome gift of that you didn't have to give me a raises and company cars and window office and all that, right? Mm

hmm. Say a month after. Like, say, you've gotten the raise and the promotion and, and the company car a month after your boss came to you? and was like, Hey, you know, I'm gonna need you to like, cancel that vacation. Because someone quit. You probably like, well, I already got the job. And I'm already killing it at the, at the position already. Like, you're not going to fire me If I don't take my vacation. Right?

Yeah, didn't have, you wouldn't feel that obligation, because more time is passing between what's going on. So like, you can use reciprocity in your business with people and it can just be a small thing. But you know, be that person to give first, and you don't even necessarily have to ask, but if you do ask for something, they're more likely to do it, especially if it's in a very short window from now. Yeah, you know, another psychological trigger that we're gonna actually talk about today is

CTAs calls to action. Hmm. So let's look at what is a call to action. Okay. So basically, a call to action is asking someone to do something that you want them to do to move to the next step. And I want to be very clear that it's moved to the next step, and not move to the ultimate step. Because a lot of people get this wrong. And what I want to bring it up right now is because if you think about let's, let's say, you and I just met, and I say, Hi, you know, it's nice to meet you want to

get married? Right? Yeah, that's like, way too big of an ask. But if I say, Hi, nice to meet, what's your name?

relationships with people. And if you think about CTAs, in general, it's kind of a language game, it has to be an effective, action oriented language. That's encouraging. It's inviting, it's not demanding. So I was working with this client who she just wasn't clear on what she wanted to begin with. But then as we were talking through it, it was kind of like she was requesting to bark orders at her potential leads. So frustrating, I was like, that's not what we're doing here. We're, we're, we're

taking baby steps. I know that some marketing growth plans are just are just that where it really is one step in front of the other and it's it can it sometimes can feel like a slog, you're like, Oh, my God, what am I ever going to see some results. But the results happen when you stay the course. And CTAs are a great way to do that when you're adding value to someone slowly and steadily. And CTAs are a great way to to invite someone to be to be encouraged and to get involved

in what you have going on. For example, we will invite you all to go to

action. And then when people are taking or doing it you're taking you're like building baby steps on each other with calls to action because Your first call to action, maybe you're getting to, you're getting introduced to someone getting their name, maybe their email address. But then maybe the next one is you're getting their phone number. Maybe the next one is

I'm just getting to know you. So if you think about it, like in the same way as like you're dating someone. So you don't just jump into a marriage with someone like you go out on dates, you get to know them. Like you have to think of your business the same way before moving to those next levels with people.

number. So there's a lot of different ways to set up so that you can gather the information to help you continue to grow your business. And as marketers, we always say money's in the list, we like to build email lists. So if you don't have an email list, or you're not familiar with how to do that at all, I'm sure we'll we'll probably dive into that a little bit here. emails are gold. And I think that's probably the easiest thing to ask of someone.

When you're first getting started with writing solid CTAs. What do you think ROI?

What is super valuable? So if you have a system or process that you teach, well, you know, maybe you're giving them a PDF of what that system or processes, so they could at least understand the high level picture of it. And if it's something that resonates with them, then I want to continue down the path with you. You know, you're, you're always gonna have people that that say, Okay, well, you know, I've got this, I see what you're doing, but it's not for me, and that's

fine. And that's fine. And they'll either, you know, maybe they're ready for it a year down the road, you keep sending your emails out and communicating with them. Or other times, they'll just remove themselves from your email list and it's fine. It's gonna happen, you have to expect that. Okay. See, one of the things is that like, email marketing, it's just not a sexy topic anymore. Like when it first came out. Like everyone was like, oh, like, email marketing, this is how you make

money. And you know, and like, so like, 15 years ago, when you when people found out that they could really make money from an email list was like, Oh, yeah, let's do that. You know, and then over time, things happen in your open rates. You know, don't don't go as well as you would like and things like that. And, and, and new strategies come out. But the thing is, is that like, I know a lot of top marketers, every single one of them says, I make money from my

email list like it. I just read an email the other day from Mike Dillard. Hopefully I can share this but he put it in an email so I'm sharing it It's not like private info. But he'd been having some health issues wasn't able to really run his business last couple years. And he's like, but I still made $3 million because of my email list.

they're interested in. You know, and even even in the health world, you know, sometimes you have to like adapt and say, Okay, well, this this thing, it went out of style on its own, and it's no longer popular, how can I tie what I'm doing into maybe something a little different, or use that as a hook to transition people to your method, which may be an older style method, that's not as known anymore. Right? So it's like, you have to, like think these things through what's top

of mind for people. You know, without being like, over the top, like everyone, and their mom, and their Grandma, and their sister and their brother, and everyone has been putting out stuff about COVID. Right? Yeah, it's like, yeah, you know, there's a, there's like, a right way and wrong way to do it. And like, I feel like, some people were very, like, Look, you know, this, this situation sucks, and I want to help you, and other

people. And, and, and they provided something of real value to people in that circumstance. And then other people were like, how am I gonna, like, utilize this in my business as a marketing tactic, and, and use it to make more money without actually necessarily helping

people? Right, and that, and like, you could, you could see it, like in the marketplace, if you're paying attention, which companies were like legitimate and real, like, doing stuff, and then other ones who were just like, you know, we're just doing this because it's, it's an idea we can latch on to, to try and, you know, market. And so you have to be aware of those, those things that are and not get caught in that trap, because it's really easy to get caught

in it and utilize it. Especially with something like that, where you know, this, there is opportunities that have popped up because of COVID. But you can't just be like you You need to, you know, seize these opportunities with COVID. Because it's not being also empathetic to the situations that people are going through.

long. They don't have to be witty, they can just be really to the point without sounding abrasive.

it to me now. So if you have something that is like a PDF download, or video or access to something, it's great to set it up in that way where it's, you know, click here to get instant access, things like that, where it's a no brainer, because if you think about it, the only the only currency that a lot of people have on the internet is their email address. It's their name is their personal information. Yes, there's like the monetary aspect of it where they can like, pay for things,

obviously. But the one thing that we all have, on an eat on a on an equal playing field, from a currency standpoint, if you're thinking about just like digital is their email addresses. So it's that's gold have being able to tactfully acquire someone's email through a strong CTA, and have them become a potential lead for other things you can charge for in the future. That's not something to take lightly.

Anytime someone signs up for anything on any of my sites, we've now set it up, thank you, Rory, to have it be automated. So I'm not sitting there all day typing out personal emails, but it's it's set up in a way where it feels personal, it addresses them by their first name. So you can set these things up for

success. So what I mean is, if you've got something to download something to be downloaded, and you say, click here to download the guide to how to be an entrepreneur, and then there's no follow up after that, then it's what's the point. So make sure you're planning these things out sort of like a mini funnel, I guess, to introduce yourself further to provide more value. Don't just let it stop with that first lead. If you get someone to sign up through the CTA,

now. Mm hmm. Or, you know, whatever the name of the guide is, make sure you put that in there. I want to share my screen do something a little different. Can I can I do that? Can I share my screen, I want to show this is a site that Rory set up for me, this is my book site. So if people want to get a hold of my book, for free, the digital digital download for free, they come to the empowered book.com. And it's really simple like it's a it's a landing page, it is extremely simple. But here, let

me refresh it. So I can show you the magic of this page. And the way rebuilt this we're going to share with you on our resources Guide, which you can also get at BPP podcast.com. But I want to show you this because it shows some features that I've been in it bullet points, what they are going to get out of reading my book, it's got me on the cover, and then it says get my free book. So if I click it, the pop up is really straightforward. And powered will only be free

for a very limited time. Okay, so simply enter your email address below to get it. Now if I exit away from here, it says don't leave empty handed. Take this with you. So there's certain calls to action that are encouraging. But then if someone isn't taking the action you want, you can have these tools, these pop ups, it's like, hey, check it out. Not only are you going to get the book for free, you're going to get bonuses on the next page. So it's a further encouragement to take the action.

Anyways, so that's I just wanted to show that example. And something is interesting about this page. So most, most landing pages they convert at like around 15%. And most people who go Yeah, that's great. You know, I'll take 15% all day long. Now, in the back end, the stats on this page are 74%. Yeah, but for for a few reasons, right because I'm driving traffic. That is extremely targeted, right, but it's mostly cold traffic, which is

interesting. So, but all that to say is having really powerful calls to action that are encouraging. And it, it allows the opportunity for someone to take a look again, and it adds a bonus. Because if you saw it, it doesn't say bonuses right away. It just says get the book. And then if I'm like, No, no, thanks, I get the bonuses. So it really I mean, he had this, I was, I'm still it's still converting, you know, your urine A few months later, it's still

converting really well. And you know, through that, whenever every time somebody signs up, they get the book, and then the automated email series kick in, that leads to a whole host of other really fun things where people can can actually get a physical copy of the book, they just have to pay for shipping, I sign the book for them, they get personal. So there's, there's so many cool things that you can do just have a whole consulting

email series built out. Now it goes to everyone after that, so that they can find out that you do consulting and that you'll that they can get on the phone with you and all that stuff. And it's timed, right though. It's not just like, here's, by the way consulting, it's like, well, it's been a week, maybe I think it happens around like a two week mark. It's like, hey, that's plenty of time to read this book. Let me know what you learned. And by the way, you

know, these are my services. So it's a really good, very simple funnel. But the I'm not bringing this up, like look at my cool book thing. I'm bringing it up, because how well it was thought out. And it all stemmed from a very basic call to action that we knew we knew we wanted to do a simple call to action that wasn't grabby in your face, even though the word grab is good. But it wasn't like intense. It was just Hey, I want the book. Oh, but wait, you on the bonuses too. It was really good on

you're wearing super smart. So be thinking about what you're going to do ahead of time with the emails, be respectful, those emails, provide value through the calls to action, and don't just leave it at. Great. Now I have an email, you know, well, and then the other side is don't over email. Okay, so you don't want to send out three emails a day to people? No, no, no, no, no, no way. No, you have to be very strategic about how you send out

emails, okay? When you're in maintenance mode, like men, like you want to do once a week, like you don't ever want to skip that, when you're promoting something, if it's a short promotion, you can get away with two emails, but you have to be strategic about it two emails a day. You have one main email. And then anyone who didn't open your first email, try the same email but with a different subject line later in the day. And this is only in short term

promotions. I'm talking like maybe like a five day promotion where you're doing something. And you do those like, as part of like, like, that's how you like, implement an email marketing campaign, and be strategic about it. But then you go you back off after that. And you don't just go into the next promotion, the next promotion, the next promotion and promotion because you're gonna burn that

list out very quickly. And you'll start you'll see your unsubscribes go up and you'll see some backlash with people. You know, when is your easylist? Yeah, like I bought a a course a few weeks ago. And since that, the people who since I bought the course, the people who? Who put it out? Let's see. That was like two weeks ago, they've already pitched me four different courses. Wow, that to me says that their tags aren't set up properly. That That seems like overkill.

Yeah, no, but and they're doing it in real time. Because they know they've got a hot audience, right? Because they had all these people come on board, and then they're like, Okay, so we're gonna upsell you to this thing. And this is how you can get this and this is how you can do this. And oh, you can do also this and you can do this strategy with this. Oh, and we've got this affiliate, you need to go see do this. And it's like, it's so much I'm just like, I haven't even opened your

course yet. You know, like that. And we both received like hundreds of emails every day. So, um, but then the other side of it is I bought and I may have mentioned this on here in another episode, but maybe maybe I was just talking with someone about it. I bought this course on LinkedIn, like in February, like just before, like, everything went haywire, and I bought it and then things went crazy and And I totally forgot about it. I realized, though, that because I back like maybe a

month ago, I thought about it. I was like, Oh, I bought that course, like, I probably should like, check it out at some point. So I put it on my, my list of things to go back to and I have not received an email from the person who created that course, since I bought it. No one email, and that's why I didn't think of it. There. It there has to be that delicate balance between like, we're still here, here's value, and not hounding. Yeah, getting the balance right

is definitely part of it. And like I said, part of it is just sometimes you're in maintenance mode, and you're providing value and you're connecting with people, you know, with a longer timeframe between your emails. And then when you're actually doing a legitimate promotion, then you're hitting a little bit harder, but not like so crazy hard, you're not going like 15 times a day. Try different

channels at that point. You know, if you're wanting to do more, have your email, also, like supplement also do Facebook Lives or Facebook posts or Facebook ads or Instagram going live on Instagram or you know, do some stuff on YouTube, like, just spread even if you want to hit like, more touch points, just spread it out and and make sure that people aren't getting overloaded, especially like people are really protective, I guess. Oh, yeah. Okay. have their email inbox? Heck, yeah.

Because Because we all get so many emails. And when someone wants someone starts bombarding us with emails, especially if it's not something we're interested in, like, Ah, no. But then, so the thing that bugs me is, when you unsubscribe, you think you're unsubscribing. But then all sudden, yeah, but all the sudden, you get another email, like an hour later, and you're like, I just unsubscribed. What is happening? Oh, apparently, I'm on all their

lists. I only subscribed or only unsubscribe from that one list. So then you got to go through the whole exactly, because and most people don't realize this in the back end of a lot of email systems, you can go, okay, as soon as soon as someone subscribes to this one thing, add them to the 30 other lists that I have as well, that's so annoying. Yeah. So you know, and, you know, and this is where we get into the the ethics of stuff. Right? Right.

Well, and also educate yourself learn how to actually use your email system, we use Active Campaign, which took me a while to navigate, it really did, because it's so robust, there's so much going on. And it took me a while, and there was some

trouble. Yeah. And, and I was telling you the other day about, like, the crazy stuff that you can do, which, you know, we've we set up where you can actually, just to give an example of what we did is, someone comes onto our email list for the podcast, they get sent, they get sent an email with the link to download the free PDF for the for our resources that we use in our business. And so that's complete, like resource guide

that they get for free. But we also add them to a Facebook audience that says that moves them to the next step toward the where we want to take them in the business and that Facebook audience, it automatically gets updated, and they're added or removed based on where they end up in our sales flow. Exactly. And you can it's all community oriented, though, it's not just one big seller platform, it's get involved

here. Yeah. And we put them on, and we put them on specific lists, with within the within Active Campaign, and within Facebook, so that they're getting the message for where they're at, and not every message. And and you're able to have a much more effective communication and relationship with people when you're actually speaking to them where, where they're at. Because if someone is just starting their business, and you go, No, here's my $25,000 mastermind for people who make a million

dollars a year or more. They're like, I love that, but I'm not there. It's not relevant to them. Mm hmm. Exactly. Yep. So you don't need to be pitching that to someone who they just want to make their first thousand dollars online, you know, you approach it differently, is what I'm saying.

And then you you segment people, and then you have it allows you to have a that more effective communication and, and they they appreciate it more because they're not getting bombarded with stuff that isn't relevant to them. Well, and for the bottom line is the business owner and the marketer you're not wasting valuable funds you you can have more Educated discussion with your team about where to allocate those funds, right? Because if you're running campaigns that are too broad,

it's a waste of money. And then it gets flagged, people don't want to see it. It's like a whole issue. So yeah, doing doing the segmentation process and funneling people through a strong and encouraging CTA, they get the free resource and then inviting them into a community. That's a really wise way of doing it, which is why we've done that for all the view. Alright, so calls to action, what what else? Can we talk about on calls to action?

So another thing that comes to mind is when you're developing strong CTAs is to use language that can provoke emotion or enthusiasm. So if you can immediately get someone excited where they were like, yes, like, create a call to action, that's a no brainer. It should be a no brainer if you're designing it for your target demographic. Okay, can you give me example of

what a no brainer? Yeah, so a no brainer would be like, Okay, if I'm really interested in getting my dog trained, I don't have a dog but if I had a dog, And he and I need puppy training, right, and let's say my puppies leaving accents all over the house, and it needs to be potty trained. Okay, so maybe a strong CTA that I would want to opt in for would be get the top three tips for potty training your puppy today, see results tomorrow. Something like that, where it's like, really

exciting, no brainer. My puppies peeing everywhere I need help now own it's free score, you know, and then through there, you can lead them into Hey, need some tips on how to training for not biting or, you know, so that's a no brainer. I would say to Don't be afraid to get a little creative. Like it's it's okay to be witty if that's your target demographic, like with the forever yours stuff, right and i if you don't know our run

a band called forever yours. And we used a lot of witty, engaging fun language and it really captured our target demographic. For example, the word awesome was like an every headline we use, like how to be awesome it. I think we would have an episode for this one how to be awesome at anything in five minutes, right? Yeah. check that one out. That's a super cool episode. So all I'm saying is don't be afraid to really put your flavor on it. If you if you have some wit going on with your brand.

Use it. It doesn't have to be hyper professional all the time. If that's not the realm you're in something else I've noticed that's been really powerful for my marketing, and Rory, you do this as well is when we use numbers. So if we're able to say how I saved $4,000 a month by doing this one thing, why want to know what that is? You know, what's that one thing? So anytime it's like a curiosity is turned on? That can be a really good CTA too. So learn how to do this, grab my guide now.

Something like that. Asking questions for a CTA can be good, too. Yeah, there are my money saving guide right now. Exactly. There you go. Yeah, perfect. Yeah. Simple, simple to the point, learn my number one secret to business growth. You know, learn, learn how to do this, learn how to do that. Yeah, the number one phrase right now on Google is how to blink. Everyone right now is at home, and they're wanting to learn how to do something. So too, as well. YouTube as well,

right. So how to do what how to make money from home, how to design the perfect office space, how to do whatever it is, whatever your your niches, anytime you could do how to and then provide value is really good. So yeah, and keeping it simple. Don't say, you know, how to utilize 107 different ways to, you know, save money with your online banking. It's like, No, no, no, I hate the Hundred and One ways to just, yeah, the top three, I don't want to keep it simple. People don't

have the attention span. Yeah, 101 ways stuff worked 30 years ago, when no one else had anything to do. Right? Compared to now and we're getting overloaded, right? And you were getting it in a book format. And you would you would read the book, and you'd be like, okay, yeah, there's a lot of great information in here. And I can skim the table contents and choose the one that the ones that apply to me, aren't even

going to do that. Now. They're going to skim the table of contents, because they're, they're too busy. Too many things are going on. There's so much information out there. So the things that are enticing are like 135, sometimes seven, the seven was hanging out with the blueprint. It's like my seven steps to love love love blueprint. That was like a really popular title like a year or two ago. I haven't seen a lot of that recently, though. No, it's getting smaller and

smaller. Yeah, yeah. And that's why we focus on the one thing as much as possible, because people, people just want to know what they want to know, this is going back to the psychology stuff, they want to know, the simplest and most effective way to do something that where they're going to get a result right away. Mm hmm. That is it. Like, everyone has that mindset, and it's ingrained in us. We don't want to do 100 things.

Hmm. And we don't want to spend 20 years learning how to do something, we just want the most effective thing where I can get a result today, kit in my brain. Give me all the knowledge. Yeah. And then if it's something that's interesting, then you go, okay, there's something here. And I know there's more to it, and I want to learn more. Exactly, that's it, but you have to hook them in. And that's, that's where strong calls to

action come in. Because they allow that hook that you have to, to for them to take action on it and to get it. So then then you say, Okay, well, you know, grab, grab this guy, grab this book, grab this, whatever it is. I'm using grab as an example. But that's not the only example. Yeah. Because that, you know, if everyone starts saying grab, then it becomes less effective. That's just how marketing goes. It's what it is. Right? As you know, right now, it's been working. But it's not

the only thing that works. Hmm. So you know, and and it's gonna work for different audiences as well. So you have to test these things. You can't just say, I'm only going to say grab, I'm only going to say get, I'm only going to say, you know, download now. try out different calls to action and split test and see which one's worked better. I'm so glad you brought that up. And I can't believe I didn't mention that before. Where Yes, calls to action are great. But you have

to test them out. Just like Rory said, split testing is he huge, huge. On the back end of just about every single one of the websites I've ever built has split testing language, just so we know what works best. Same thing with the ads that I've ever built, you know, have like 30 have the exact same ad like image, but then the copy will be completely different. Because we know, hey, that image performs really well. But what if we tweak the copy a little bit, and one month one might work over

the other. And that's just I think that's what makes marketing so fun. And I think that's what a lot of people don't understand about why I get so excited about marketing is the big picture. Because it's constantly evolving. It's constantly changing. And it's fun to be the first it's something where it's like this is working really well jump on it now. And maybe it's great for like a week, like score. And then you have to figure out the next thing. So don't lose heart.

If something didn't work the first time, you just have to keep retooling and reshaping and trying other things. If you have a built a relationship with your audience, and you have an email list, send out a survey to them and say, What are you guys looking for? If, if maybe you're looking to do a new course or something, right? Like you don't have to go back and reinvent the wheel, you can ask your target audience what they need. There's a lot I seen a lot of marketers

do that right now. And there's no shame in that, like, Look, I'm not gonna waste my time or your time, what do you want from me? Tell me what you need, and then create something for them. So that's that's one one way of going about things. Yeah. And if you don't already have an audience to do that, like, you have to do some research. Mm hmm. And and look and you're gonna you're gonna look in Facebook groups that are on the topic that you that your

business is about. You're gonna look at a cura you're gonna look at YouTube comments, you're gonna look you know, a video like a videos that are maybe someone that's really well known in your audience, maybe they're not delivering something, book reviews of big books that are you know, you're in your market and you you find things and you go, man, you know, they there's some really great information about this, but I'm like, so stuck on this other thing, and they didn't answer it and you

start to see commonalities, and you go, Okay, well, there's enough people hear that are saying the exact same thing, or very close to it. And that's how you you find markets that there's, there's something out there and then you do your research and go Okay, well, is there something that already is out there? And if not great?

Like, jump on, you've got an open field as long as it's something that is that people will will buy and pay for but say there is some competition well, then what you do is you go and you look at the competition, say can I make something better than this? How can I be better than this? And then you find those ways you're like well yeah, they've got some great simple information here but man, I just know so much more about

this. And I'm gonna go into this, this and this and this is what they really need to know like, this is like in your in your actual training. You can go into the deep stuff. But what's the one thing that like they really need to know right now? And that's what I'm going to give them for free. So then you just start, like you're just mapping out and you're going, Man, I've got a business here. I got an idea. Oh, excited. Yeah. And like and see, this is how it happens. It can happen

fairly quickly. I mean, you can do this in a night, you just sit down, and actually I put in the work. It makes me excited. Just thinking about, I know I shared, I shared with you before, I'm not I'm not going to say what it is yet. I'm not ready yet to release this, but start a new business when I moved out here to Colorado a few weeks ago. And it's already doing really well, just based on the very little marketing I've

done. So I know, it's like a, it's one of those really weird niche markets, where you just go like, Huh, how come no one's done this before? Like, am I way off base here? I just have to, like, run with it and like, make it happen. But I haven't officially launched the site yet. I've only been doing marketing just through Instagram. And so I'm not gonna say anything yet.

But soon, I promise you and I will well, and this is something I want to point out is that it's like, Okay, well, we have our main businesses that we do, it doesn't mean we don't have other businesses that we don't necessarily share with the world all the time, or you don't know that we're the front of them. Right. There's a few is it Yeah, that's Yeah. No, either one is just so ridiculous that I'm excited to

share it eventually. Yeah. But but it's the it's the thing is like one, you know, once you've built a business, so once it's like running and functioning on its own, then you go Okay, well, what's next, and like, you realize you have so many ideas, you have so many things that you feel like to help people you like, you know, like, we expand our agencies and build upon them and separate agencies. But then then you have like, this random idea that doesn't fit any of that model.

And then you're like, Okay, I'm just gonna build a website and drive some traffic, you know, and see if it's of any interest, and you go, Wow, like, This is crazy. Like, I've got a whole other business here, that doesn't necessarily take a whole lot of time. But has a high profit margin, and people are really interested in it. And then you go, Yeah, well, like, it's just another income stream, right? So like one of the things that's like, okay, like, you know, we talked about, like

getting started in business. But once you've got started in business, and you're running your business, and you're like moving past the six figure levels, like, sometimes businesses cap out at a certain point, and you need to go after

different markets. And the way to do that is to build other businesses, other income streams, and then you're diversifying, so that when something happens in one market, because one market is like always having an issue somewhere, it doesn't matter what's going on in the world, some market is always having an issue. It's never like, all markets are great, all markets are bad. It's like, there's

always this Evan flow to it. And if one of your businesses or websites or you know, whatever is doing really well, and another one's not, but then something happens and they flip. You're still doing good. Yeah. And also, you're not, you're not? Well, for me, anyway, I get bored doing one thing, which is why I love the fact that I can use my marketing and analytical mindset and put it into something like this new project I started, which is

ridiculous and awesome. But I was able to make a website in two hours, knew how to set everything up. And, you know, put a store up and said, let's see what happens. And so if we're constantly like I said, retooling and back to the CTAs, trying out new things, seeing what works, you might just all of a sudden have this aha moment of like, you know what, maybe I started a, an ice cream company over here. But you know what, I'm really into chocolate Instead, let's go that route.

And maybe the profit margins are better, and it doesn't have as high of a melt rate or whatever, you know, but you'll, you'll see, as you continue down this path of maybe you're really passionate about one thing, but you realize maybe it's it's not fitting or you're bored with it. Great. Move that knowledge forward, move it to the next thing. It makes me so sad when I hear. And I hear this all the time, even with my clients, but they just feel disheartened when something doesn't go their way

or doesn't. It doesn't fit their picture. But that's been true growth happens for the business owner for the leader. The entrepreneur, is when you're able to pivot, right? And we talked about this with Dolan who's amazing guys, go check out that episode with Dylan white. But when you're able to pivot and look at the bigger picture of your personal goals, not just for your own business, but to expand upon and do something

else. That's what this life's all about people continuing to evolve and expand and grow. Well, yeah. Why do you think I have so many different bands in different genres? Yeah, like, yeah, playing in playing one style just like I like so much different type of music, that I'm like, I want to do something else. Like, it's not that, you know, but I still do the stuff that I originally did before as well. It's just expansion and learning new skills and, and different ways of writing music

and things like that. It's like, you know, writing a, you know, I think there's this misconception maybe to an outsider doesn't understand the music industry is that like, Oh, you can write a song, it doesn't matter what genre it is. And it's like, that's not the case. You know, you know, writing a hit ballad versus a hit metal song is completely, right, different.

In almost every aspect. Yeah, there's some foundational stuff that transfers, if you go in and like try and write like a jazz piece, in the same way you would write a classical arrangement. I mean, it may be interesting, very cool. Same, same general, same general knowledge, though, was between classical and jazz, same. Yeah, similar but but different. Different structure, different outcome, different emotion you're going for, like, there's all these other aspects to it,

right? Even though they're, they could be like, they could be instrumental, both of them but completely different approach. different instruments. Like there's so much to their Well, there's, there's a ton to it, and you're so unbelievably talented. And in every instrument that I've ever seen, you play it's been like, really, like, I've explained this, I'm guitar did I cannot like Christopher bright, who's phenomenal who we've had on the on the show here. And he's been

giving me lessons. And I swear, I'm still, I'm still just doing my very simple chords. I have spent thousands of dollars throughout my career, and music career on guitar lessons, and I my brain just doesn't connect for whatever reason, I can play piano, okay. But guitar is like, No, you get the guitar, you just got to keep up with I just have to do it.

But what I think is interesting, though, and this comes back to marketing is Rory and I both have these these music minded analytical backgrounds, like way back like we started, we started playing music together, over a decade ago. That's how we met. And it's fun now to come together. And I know that so much of like my thought process like and how I would sit down and write a song from like, beginning to end is a lot of very similar ways of how I would like build a website or approach

building a brand. Like it's a system. It's a system that I've developed, or I've learned, and the way that we write music, I feel is it's, it's there's a creative process, obviously. But it's still it's still a system. And the more you continue to refine your personal systems and what you enjoy doing, the better result you're going to have in the end. So build your systems that work for you adapt to when things need to change, or pivot and write some good CTAs people.

We've covered a lot here, but I think I think these things are all are all important. They are and yeah, so just to recap on the CTAs make sure that they are something that people actually want and that you can deliver. And that Yeah, you didn't know you can deliver. That's a big, big thing. But make them very specific. The more specific pretty much the better. Now, obviously, you don't want your CTA to be like three paragraphs that like no

one's even gonna read it. But just the simplest, instead of like we talked about instead of just download now try something like download the free x guide now. To get to this result, is also something you can tack on. So if you have the space, yes, so yeah, yeah, you don't like you don't want, like, a lot of times you're putting it within a button, or sometimes a link, like word based link, you don't want like a button to take up, you know, like four lines. Right? That would be really

weird. Usually you're shooting just for one like that aesthetically, one thing that's going to get that if you're watching this on a on video, and you go back and look at the Monica's book website, they're somewhat long, but they're not multiple lines. Right. But it's so clear, do this to get this.

Yeah, and there's, there's other parts and you know, we're just a lot of times we're just talking about, like, what to put on the actual thing that they're going to click but they're set up for it and sometimes that's the bullet points and sometimes that's your headline that inform and and And include what you're saying about the results that they're gonna get. Yeah. Something else that has worked really well for me is, is making

it personal. So if I say Click here to get my guide, or my number one, you know, step two, whatever it is, it's, it's because I've built up a report that point though, or my social credibility has kicked in, and people see that. So I wouldn't Yeah, so I'm cold audience that may not work, right. But um, but if you've brought up, but as soon as they're warmed up a little bit, yeah, then you can try out some stuff like that. I mean, try it, try it on, you know, cold audience and see if it works for

your audience. But, you know, then that because that's the thing about marketing is you never know exactly what's going to work. You just use best informed practices. But But what we can do is we can say, Okay, well, you know, for the warm audience, let's try that. Does it? Does it get us a better result once they're warmed up a

little? And it may, and if it does, go with it, if it doesn't, don't stick with what you got, you know, in terms of AB split testing, or just just testing in general, make sure you're giving yourself at least like, I would say, at minimum 100 people coming through there where you're able to get to gather some legit data. Don't just say, oh, five people came to the site, nobody opted in. So I guess it doesn't work? Well, no, give it some time. On hundreds the minimum, um, thousands best.

Yeah. Because then you're able to gather something more concrete, and then you can make an educated decision. And it's, it's better to make an educated decision looking at the analytics and the data than an emotional one, when it comes. Every time, your data will not lie to you take the emotion out of it. And I know it's hard sometimes, trust me. I know it's hard, but you gotta gotta take

it out. So and if you guys are in the process of writing some CTAs, and you don't know if you think they're going to be effective, or if you guys need like an opinion on it, email them to us, you can go to bp podcast.com. You scroll all the way down to the bottom, you guys can submit your questions. And we'll answer them right here on another episode. And we'd be happy to review them for you and just give our two cents and see if it's a good plan for what your model is.

Yeah, and then we can share that information and help other people on the podcast, man. Yeah. Cool. All right. Yeah. Thanks, everyone, for listening. We'll see you next time next time. Bye. Hey, Dominica here and thanks so much for taking the time to listen to

this episode. To download the digital episode companions watch, unedited and behind the scenes content from this and all our other episodes, get access to exclusive trainings from us and our guests get direct access to myself and Rory and to schedule your business critique with us. Head on over to be PB podcast.com Ford slash vi P. All right. We'll see you there.