Authentic Content Marketing in Your Business

are excited to talk about. So I hope you enjoy today's conversation with Jack Born. Welcome to the Proffitt Podcast where we teach entrepreneurs how to start launch and market their podcast. I'm your host, Krystal, Proffitt, and I'm so excited that you're here. Thanks for hanging out with me today. Because if you've been trying to figure out the world of podcasting, think of this show as the time saving shortcut you've been looking for. So let's get right to it, shall we?

everybody knows I love. I always talk about marketing, but specifically authentic marketing, because I wanted to just give you a bunch of kudos, Jack, because with deadline funnel, I think that this is something that y'all do. So well. But I'm curious, where does that stem from? Did you have a really bad experience in the past? And you're like, I never want that to happen to my customers? Like, where does that come from?

much better. There's a lot more heart centered entrepreneurs, I think, you know, your audience is probably full of people who really just want to reach a wide audience, they've got a message to get out into the world, you know, there, there was a little bit more of a sort of an edge or a ruthlessness to early days internet marketing. And I think, you know, I'm glad that I saw those days. But I think that really shaped me in terms of not

wanting to emulate that. And just trying to, you know, get the message across, but come across in a way where people can really sense that this is this is true, and this is real. And, and I know that it's a struggle, you and I were talking just before we hit record, that's a struggle for a lot of people where they think look, you know, I want to spread the word, but I'm not the type of person who likes to talk about myself all the time and brag and talk about

how great I am. And it's a sometimes people struggle with that. And so that's, that's, that's a real challenge. And so I think when it comes to, you know, marketing, a lot of creators know what they want to say to their audience. And they know they have a, they have a mission, they've got something that they want to tell the world, they know that they're changing lives, but they're not used to talking about their

themselves and their stuff. And so how do you, you know, part of them is holding back, because, you know, I don't want to come off as narcissistic and having a big ego. And you know, just sounding like a pushy salesperson. But I also want to get the word out there. So you can see how these two things are fighting against each other. Because if you're psychologically holding yourself back, you know, you're not going to do everything you can to get

the message out there. So it's I think that's a big struggle for a lot of creators out there.

that I'm creating. And I think that you're right, it is it's a struggle. But I think that when it comes to the foundation principles of marketing, authenticity is something that I know you and I both just have that in common. And it's one of the reasons why I was really drawn to Deadline funnel and

what y'all stand for. So one of the questions that I would really just love to know is if you're seeing any trends in the online business space that y'all are excited about, maybe something that's coming up on the horizon, or something you've seen in the last six months that you're like, oh, man, this, this could really be a game changer in the future.

not scripted. And so you get a real sense of who the person is, and just where they're coming from just based on little cues that we may not even be able to describe like, like, Why do I trust that person? Or why do I not but you but you pick up on those keywords, because it's really been hardwired into our system a long time, we just know, intuitively how to pick up on these things, even if we

can't describe it. And so getting on video, doing lives, or for some people, it's a webinar, any you know, even if it's recorded and watch that a later time, I really feel like that really communicates really well. And you know, the role of marketing is to not bring everyone to you, it's actually to polarize your audience, and to bring the people that resonate with you and your message. And let's face it, there are people that are not going to resonate with your

message. And that's actually the way that it's supposed to be if you stand for everything, then you don't really stand for anything. So you really need to have a specific message and be able to communicate, this is what I'm for. And this is what I'm not for, you know, one of the things that I think we've done really well with our marketing is that I really lean very heavily on our client case

studies and testimonials. And, you know, it's one thing for me to record a video and talk about, look, these are the changes that my clients are happening, this is why I built, the software that we built, etc, etc. And that's useful and powerful. It's very great. It's great to see from the founder, or the solo entrepreneur exactly why they did this, what's the origin story, but even more powerful, I think is hearing it

from clients themselves. And so for example, if you were to go to our case studies page, Dillon funnel.com, you can see a lot of these testimonials. But I would ask you to look for one of my favorite ones, which is from Abby Ashley. And I still remember exactly where I was and what was happening. When we did this case study, I was out. I was on vacation in Sydney, and I

was out on the porch. And I almost missed the call because it was, you know, in the holiday and it was at 7am my time, I'm staring directly into the sun. And I've got my laptop and I'm trying not to squint and it's burning my retinas. And I don't know what Abby's gonna say, you know, I just know that she's a happy client. And so we're doing this interview. And you can see all this like it like, if you want me, you can tell like I'm trying, I'm trying to hold my eyes open and not squint, but

they're, they're burning. So Abby starts telling the story of how she has this had this $10,000 A month business, she was getting some coaching and our coach said, hey, you've got to add the software into your business, Dublin funnel. And when she did, she said, I didn't do any extra advertising. And the next month I did $60,000 of revenue. And, you know, you can see the surprise on my face. I'm like, holy cow, that's, that's

incredible. So and she's in her reaction that she's just filled with joy and she's just speaking from her soul. And, you know, capturing that on video, and then being able to share that with your prospective audience, you know, really delivers. I mean, it's so much more powerful than the most powerful headline like you know, headlines are

important. Hiring great copywriters is important but really getting your audience to speak for you in a way that's just completely genuine and authentic and capturing that magic on camera. To me that is really the secret sauce of coming across as authentic and

really dissolving. You know the objections or the concerns of the anxiety like okay, is this really is this really going to help my business when you see the number of testimonials like if so not talking about Dublin funnel but for example, you know, in your business or someone else's business if you see 50 testimonials and the no matter which one you click on, it's a really authentic video and the people are having fun and they're just so excited about the change that's

happening in their life because of this program. You know, you don't need to read the sales copy you know it almost Doesn't matter like okay, what exactly am I getting with this? Look, I want that change I want what she has is sort of the the Meg Ryan, you know something about something about very well was the Meg Ryan movie where she has the she pretends to have, I hope this is okay to say but it happened in the movie, she pretends to have the orgasm in

the restaurant. And the woman at the table next door goes, I want what she's having, you know, so. So you want your clients to you know, your your leads and your prospective clients who are visiting your web pages, clicking on your links, attending your webinars, and listening to your podcast to hear these transformations from the clients themselves ago, I want what he's having, I want what she's having, like, I want that type of transformation, because it almost doesn't matter

at that point. What like, is it software? Is it training? Is it both? Like, who cares? Like, I just if you can do that for that person, and you've got 50 More of these testimonials? There's probably 10 times as many people who are having that transformation are 100 times as many people, but these are the ones that you have on your on your page. I'm sold, I'm in and so I you know, I really I don't think I don't think people do testimonials really the right way. There's sort of an art and

a science to it. But when you get it right, I really feel like that is super, super, super powerful. And, you know, I'll hand it over to you. But I you know, I think there's there's a place that we could go from there with regards to how do I spread the word about what I'm doing. Without sounding like I'm talking about me, me, me, me me all the time. But what I handed over to you because I've been doing a lot of the talking.

show. And you had set up this incredible funnel that I really just want to talk about this for a second because anybody that's listening, that's thinking about guesting on a podcast, they need to go back and listen to your interview on Amy Porterfield show, because I think that you did this so well, where you said, hey, you know, if, if you're listening to this, then go here, and you'll get, you know, a trial of deadline funnel. And that's, that's

awesome. But what I really want to hone in on is what you said, about having a message from the founder. And I gotta be honest, that's really why I signed up for deadline funnel, because yeah, I loved hearing the experience that she had and how she uses it in her evergreen funnel and her business, but seeing that message from you, and now that I think about it, I think that you are on vacation, and that I love how you just you know, you, you? Yeah, you just like people at your phone or

whatever. You're just like, hey, you know, hey, I'm Jack. And this is a little bit about deadline funnel. And this is why you should try it out. But you're so right in actions speak louder than words. And I think that y'all have done a fantastic job in just creating a really awesome product that people are happy to brag about. So we've talked a lot about deadline funnel deadline funnel, but can you kind of give the audience a little more clarity around what

your product actually is? And how it helps people?

space. So we both had a challenge, which is that we were big into lead lead generation at the time, it wasn't, you know, everyone's into lead generation that we understand the value of getting someone on your list and then developing know, like and trust, roll back the clock 678 years, and it wasn't as obvious driving traffic from Google was extremely cheap. And so why would we Why would I want to spend the extra energy building

a list? Well, Perry was a big believer in getting people on your list and developing a relationship with them over time, as was I. The challenge was that as a student of persuasion and marketing, I know I know that one of the most solid triggers that you can get to get someone to take action is to have a deadline. And if you think about it, no matter what market you're in, everyone listening is in the business of

changing lives, okay? But people are very resistant to change, like we want to change but at the same time, we're scared. We're a little bit afraid, we procrastinate. That's just human beings and we're selling to human beings. You have to understand that. So Human nature

being what it is. There's all these people that are reading your emails, attending your Facebook Lives, looking at your social media posts, clicking on your email links, etc, etc. And yes, some people are buying but there's so many more people who just are procrastinating. So the challenge was, could we incorporate a deadline without it being Bas, could we incorporate it a deadline with and still use marketing

automation? Because the power of marketing automation is that instead of just you know, it's sort of like if you're in a bike race, and you say, Okay, you can only pedal for a minute, and then you get to coast for 10. And then pedal for a minute and coast for 10. That's doing launches, whereas someone can pedal with less energy and less power. But if they're just pedaling all the time, you're constantly growing day after day, week after week. So that's the power of automation of your

business. So how do you combine the two without slapping up a fake timer on your website? And going yeah, the deadlines tonight, just please don't come back tomorrow, because you're gonna see the same deadline. So how do we do this without lying and falling into the trap of just saying, Look, this is this is gonna work, but it's also BS, right? So that was a challenge. But I just assumed that someone else had fixed this. The more searching I did, the more I realized, no, no one is fixed

this. And so I went about creating it. And so that's how Dublin funnel was born. And so what Dublin from does is that it helps course creators reach a bigger audience, make more sales, you know, it's not convincing people who already weren't in tune with your message. It's not magic pixie dust, it's going to take, you know, crappy messaging and make it amazing. But what it does is it takes what if you've got something working in your business at any level, it will magnify it, you just can't

magnify zero. So if you have, if you have something that is resonating with your audience, you just need more of the people who are paying attention to say yes, and take that final step, to become your client, so that you can grow your business faster and reach a wider audience. That's what Dylan funnel does.

everything will redirect. If you have deadline funnel, this is something that I use personally, when I do my launches, I'll have my sales pages. And then as soon as they're done, they authentically switch to something else, they go to a waitlist page, or they go to my main page, or they say, Hey, you know, this offer has expired. And I just appreciate that it makes my life easier. So thank you, because it's a great product, and it really works.

But I'm curious, do you see like, as content creators, is there a way that we can kind of approach creating authentic marketing, but also driving demand for what we have to offer? Without being so in your face? I think that this question comes up a lot, especially for I think a lot of our audiences, newer business owners, and they have this timidity when it comes to selling they're like, I don't want to be too aggressive. But I also want to use the right sales

tactics. So what would you say to someone who's having that struggle right now?

And yet we have 1000s of clients. So that so why, because what we sell is a delivery mechanism for results. So whatever it is that you're selling, whether it's a coaching program, an online course, you know, and you're doing actual done for you consulting, it doesn't matter, whatever it is that you're selling, it is just a delivery mechanism for life 2.0, or them 2.0, of where they want to get to. So there's a

transformation in between. And your job is to talk about the gap between where they are and where they want to be. So you're talking about them and their problems. So step number one is forget about the fact that

you're selling stuff. And it's the features and the benefits, like that's not the time for this talk about them and the problems that they have and the challenges and the more that you can put that to words whether it's written or whether it's on a podcast, so that someone says, oh my gosh, that is exactly the problem that I'm going through.

It's freaking me out. It sounds like you are in my head because you understand my problems and you've described it in a way that is 100% Spot on, but I've never explained it exactly that way even to my spouse, but you just said it like I am listening. I'm all ears. So once you have once you can describe the problem and the frustration and the emotions that they're going through. Then what I would do is is not time yet to talk about and here's how you solve it with XYZ problem, right? That

even sounds salesy. What you want to do is you want to talk about the a change in thinking or a modification in their action. So in other words, not your product yet. But you're talking about what is the what is the fundamental change. So for example, you might have a framework. And so like, step four of that framework might be what you want to talk about on

the podcast. And so if I were structuring a product podcast, it would be okay, what problem what one single problem are we going to be addressing on this podcast and I would open it up with words that would really bring someone in. So if someone has that problem, they're they're stopping what they're doing. They say, Okay, this is what I need to listen to right now. Because this is exactly the problem that I have. Tell me how

to solve this. And then I would talk about the one thing that you can, or the three things that you can do to fix that problem. Again, not yet talking about this, but then I would do this really cool twist that I teach in a program that we have called stealth selling, because a lot we want to teach people how to sell without sounding salesy. And so what we do is, one of the things that I teach is, then I talk about how

someone solved that problem. So it would sound I'm going to do this off the top my head, but it sounds something like you know, I'm going to today I'm going to so I'm jumping into we've already talked about the the problem. So I'm just going to jump into, okay, so if that if that interests you today, I'm going to share with you point three of my five step ABC

framework. And what is really cool is I'm going to share with you the story of Abby Ashley, and how she took the concept that I'm going to teach you today and how she went from the same problem that I just described. And she was making $10,000 a month in her business to instantly making $60,000 a month in her business, just by applying the tip that I'm going to share with you in the next 30 minutes. So if you're ready, let's go ahead and jump in, boom, they're like, Okay, I'm

sold. Now. Now I'm not talking. So I've started by talking about their problem, the listener, and then I've linked it to a story about a client. So now I'm bringing in a testimonial of a client and have dropped. So the just dropping in the fact that I have a client I don't need, I don't need to say, by the way, I have something to sell you because they're our client, they

obviously bought something. So even if this is your first podcast, you understand without me even seeing it, oh, this person is in business doing something. But they're not interested in that yet. But you've already planted that seed. So it's not a big shock, like, oh, okay, you're selling something, like you're kind of dropping these little breadcrumbs. And people are learning about this as they go.

But first, you're talking about them, then you're talking about how, like the specific idea, and how you're going to tell a story through one of your clients. And then you can bring it back to something like, Hey, if that really interests you, you can learn about my five step framework in step three is what we went over today. So just download the free framework, my site, comm forward slash

whatever. And so that could be the structure of the podcast, but it doesn't sound or feel salesy, and yet I'm resonating with the audience because I'm talking about their problems.

It's not about you, it's never been about you, it is 100% about them and the version of themselves that they're trying to become or the problem that they're trying to solve. And I think that anytime you start with that foundation in mind, like you're gonna win, even if they don't end up becoming a customer, but maybe they end up starting to follow you on social media and really start develop your content and then eventually

become a customer. I think there's so much pressure to start an online business and make a million dollars tomorrow. And I think that it gets a lot of people frustrated and

impatient. And I just love this approach of leading with value and really the testimonial piece I think that that's so key and something that y'all do really well again with the testimonials with deadline funnel, but just saying hey, you know, my client or a member of our community or previous student is something that's really helpful to plant that seed of credibility and authority. So this this is so good, Jack, I actually wanted to ask you one more question. It's

gonna be kind of silly one. But I so I'm, I'm a deadline funnel like I'm on your email list. I see us updates. And one of my favorite things is when you do test so he will do a test of the product. I saw one of the videos you did, where you bought a brand new iPad, and then you flew to I can't remember if you flew to the States or you flew to Australia, but tell me about that because you had your whole family involved in this video too. And I just thought it was

so fun. Did they think oh my gosh, what's dad up to now like what's going on? Tell us that story.

So step one is to think about, you really need to step into the mind of your audience and be really brutally honest, like, Okay, if, if I was that skeptic, who thought, okay, everything that that person says, I don't believe it. Like who says so who says, so how do I know that?

That's true? So one of the so once you go through that list, for us, it was okay, you say that the tracking is accurate from device to device, I don't want to look like a sleazy marketer, I don't want to look like, you know, someone clicks on the link on day five, and they arrive and it says you've got 10 days left, right? I want to make sure that this thing is super accurate and not make me look like an idiot. So how do we

prove that? Well, I came up with this idea, we were vacation, we were visiting family in the States. And so I decided that I like 438 When we're in the airport, feeding our face before we got on this flight. Hey, I know what I'll real quick set this up so that I can log in, like start myself as a lead in this Active Campaign sequence. And so I turn on the camera and you see my family goofing off in the background. And, and so I do that, and then we get on the

plane. And two days later, I'm driving with my daughter to to the nearest Apple Store. And it's actually this this iPad, we went in, purchase it and we I unwrapped it unbox it right there, do the quick Apple change over Yes, bring everything over. And I load up my my Gmail, and it shows there's only X number of hours left on this five day campaign, which is the was the right amount of time. And so right there, you see proof that

everything works. So we're in a completely different country, and a completely new device that came out of the box. So this is one of those things that sort of like, I don't want to come off as an infomercial person. But one of the things that infomercials do really well is they have these demonstrations that just just wow, you're like oh my god, if it can, if it can, if that knife can cut through the steel pipe and then cut

through the tomato. Like obviously, it's gonna work like you just saw it with your own eyes. So I don't want to come off as infomercial Lee. But I think again, what they do really well is the proof that's hard to

discount, right? And so if you go, I wanted to do a demonstration where someone thought, Okay, if it works for that, then it's going to work for my clients who are staying local, but they're going to be online and Starbucks and checking their email, Hey, today's last day, when they click through, I know it's gonna work. I know Dylan phone's gonna work because I saw that crazy demonstration. So, you know, I would I don't know if it's applicable for everyone's

business. But I think it's a great thought exercise to go through and think okay, what is that last bit of doubt? That someone you know, that I can somehow overcome? What sort of thing Could I could I could I record? Or do that would really just completely eliminate all doubt where you think, Okay, on top of the testimonials on top of the case studies, there's this crazy demonstration, okay, if I don't buy it's not because I don't believe that this is going to work, you know, it's

obviously going to work. Maybe Maybe I'm not ready for it. But just by eliminating the doubt, and the anxiety, you're going to get a lot more people who are coming in. And besides, it adds a little bit of drama like, hey, is this gonna work? You know, what's gonna happen when Jack arrives in Australia? So you know, it's again, it's storytelling, storytelling, storytelling stories, storytelling?

story, it was really cool. But I just so appreciate you being here with us today, Jack and I actually want to move into I have a rapid fire question segment that we do. There's three questions. So I didn't prepare you. But I promise these these will be pretty, pretty painless. So are you ready?

did the big stuff right? So even though it wasn't perfect, it was working so well that now you can afford to bring on the VA or the team to be able to handle those little things. So and that. So I guess my follow up piece of advice would be, no one gets to the top of the mountain alone, you know, and so you have to bring on really quality team members to help you out. And that might not be day one. But most people, myself included, wait way longer than you should

have. And your first hire may not be a success, your second hire may not be a success. But once you get it, once you find that person who can really take stuff off of your plate, and you know, when I hand it to someone, so it's gonna get taken care of they like they're they're sharp, they're a plus, it completely changes your business. So I think both of those go hand in hand. So I kind of cheated. I gave two. That's good. That's good.

them. So I'm not oblivious to some of the issues that they have and skeletons in their, in their closet. So dream podcast, are you asking an existing podcast that I want to be on?

is no such thing is perfect. And the sooner you get your idea out into the market, as Seth Godin calls it shipping, so you need to ship your product, ship your work, until you get it out in the hands of people who can say, I love what you're doing, or I love what you're doing. But could you make these changes, that's when things really start to accelerate, you start to

learn. And this fear of failure is really holding a lot of people back because you know, there's so many things that we do, that are really just a giant mask that we tell ourselves or like we're fooling ourselves, hey, the reason why I'm not shipping this as well, because I got to change the headline, I have to change the video, I have to make sure that this is perfect. And that's perfect. You know, because I take pride in my work. And I'm not saying don't

take pride in your work. But if you're really being honest with yourself, you're delaying getting your thing, your podcasts, your product, your whatever, in the hands of the market, because you're scared and it's okay to be scared. But you need to push through it because pushing through it and getting your stuff out into the marketplace. And yeah, getting some feedback that might be hard to hear is how you grow and change and develop your 1000

true fans. So I would tell my younger self stop it with a procrastinate with the perfectionism is just procrastination. Get out there and do it and get it out into the hands of the clients.

again. We know that you didn't wake up saying oh yeah, another thing that I can sign up for, but if it helps you grow your business, then we want you to experience it and our team is here to help you. So I would say go over there, we have a lot of cool things. We just launched a new community that we're getting off the ground. And we have other platforms for creators that I'm not ready to announce yet. But it's literally just

weeks away. We've got some stuff, one of the things we've been working on for three years, and I think it's going to really shake up the industry. So I'm super, super excited. That's

your customers to take action. I hope that you check out deadline funnel. I have been using it for two years at this point, like I was crazy. I was looking back and I was like oh, I've been using it for about a year. I've been using it for two years at this point. And it just keeps getting better and better. So I want you to go check it out. Go to KrystalProffitt.com/deadline for a free trial. I use this in my evergreen funnel as well as even my recent launch and

promotion. Whenever I'm doing countdown timers and I want to redirect pages, it just makes everything so much easier. So again, go to KrystalProffitt.com/deadline to try it out for free. But I want you to go to today's show notes as well. If you want to learn more about Jack and connect with him, you're going to find a few resources there. So you can go to KrystalProffitt.com/episode327. But that's all I have for you

today. So if this is your first time tuning in, make sure you hit the subscribe or follow button wherever you're listening to this podcast and I would love to know what you thought about today's episode. Tag me tag jack on social media and let us know what you thought. That's all I have for you today. So as always remember, keep it up. We all have to start somewhere