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6 Things I learned at #smmw20 for Using Social Media for Your Business

On a recent trip to San Diego, California for the 8th annual Social Media Marketing World conference, I learned several tips for improving how to use social media for your business.

It’s About Community

Brian Fanzo, a digital strategist, says “the future of business is community.”  It’s really about storytelling to begin a following of people who are interested in what you say. Then you build a community of like-minded people by…

  • Be a passionate person
  • Inspire others through a shared purpose
  • Motivate people to create and collaborate
  • Leverage individual’s passion.

Things to consider measuring

Stop looking at your engagement stats and start looking at true connections. Who’s repeatedly viewing your content? Who’s sharing about your brand message? What offline interactions have you had? How many multiple connections/touches from the same person have you had?

Creating Connection

Pat Flynn, Podcaster shared ways to get people to connect with you. He shared how to he built connection into his book, Will It Fly, to get readers to engage on a deeply level.  It’s the same in social media. Every interaction on social media should be enhancing or encouraging the person to take the next step of deeper access to you.

Encouraging Collaboration

Marcus Sheridan, a pool making business owner, was a keynote speaker. He shared the power of story telling and engaging with your audience to bring them into the storytelling process by asking questions. His method is this:

  • Ask a question to get audience engaged in a dialog with you.
  • Tell a story to help the audience imagine themselves in the story.
  • The results – this is the payoff you get by listening.
  • The Challenge – this is the action you want them to take next.

Building Your Brand

Jasmine Star, photographer, strategist, and owner of Social Curator agency shared how to build a brand that thrives on Instagram. She told everyone that a brand is an experience. So, in what ways can you create experiences for your audience?  Read the entire session recap here.

Using the Right Words

Mike Kim, of CopyProof, talked about how to write persuasive copy in a voice that’s unmistakably yours. He shared his ideas on the 3 identities of a brand (Verbal, Visual, Value). “Marketing isn’t about closing the sale, but about opening a relationship.” If you’re still developing your brand consider these three questions:

  • What pisses you off? This stirs passion within you.
  • What breaks your heart? This is how compassion grows.
  • What is the BIG problem you solve? This is your business.

When you incorporate all three into your brand messaging you become unmistakably unique. You share this brand through the visuals and words you use.  You can read the recap I wrote for Mike’s session here.

Using Video to Reach Your Goals

Goldie Chan, the “Oprah of LinkedIn” and top LinkedIn Voice for Social Media, shared how to build an unstoppable brand with LinkedIn video. “Viewers retain 95% of a message when they watch it in a video” (Insivia).  “LinkedIn video gets 3x engagement compared to text posts” (Foundation, Inc). Get clear about the four objectives for using video on any social platform. 

  • Brand awareness
  • Amplify a product launch
  • Thought leadership
  • Targeted series

Once you identify your top objective, create content focused on that topic to drive engagement and interaction with your audience.  The recap of Goldie’s session can be found here.

Go create better, deeper, collaborative relationships with your audience on social media. There is no better time to get started.

How to Leverage LinkedIn Video to Grow Your Brand – Recap

Learn from Goldie Chan, LinkedIn Top Voice for Social Media (Video) and the “Oprah of LinkedIn.” Goldie goes over the best ways to define, attract and deliver to your perfect audience and customer/client base. Discover both organic video and LinkedIn live-streaming tactics that get you to the top of the feed and dominating your industry vertical.

Do you have a LinkedIn Account? If so, that means you can do LinkedIn Video.

Know what you want to do with video before you jump in and start doing video on LinkedIn.

She’s been in all the beta groups of LinkedIn. She has 7 million views, 750+ daily videos and written content. 60K people are following her on LinkedIn.

She loves to tell stories.

Goldie Chan is the youngest women of color in the Producer’s Guild.

Because she is a teacher, she told the audience there will be homework at the end.

Of 610+ Million members, only 3Million members are creating content. There’s some much land grab that can be done.

That means LinkedIn doesn’t have a barrier to entry.

Why we love video

The number is going even higher due to short form content on TikTok.

Whatever content you’re creating, consider video because it sticks with the users better.

She shared her first “hater” video.

LinkedIn is not Facebook. Of course! It’s a different ecosystem. Most people go on LinkedIn to look for jobs or clients.

LinkedIn beta on video was just 3 years ago.  But consider YouTube that’s been around a lot longer.

The rules have not been set yet.

This graph is completely made up. The beginning is real. The rest is a bunch of guesses. Still very few active creators. Those who post more than once a week.

The competition is not very big.

LinkedIn Live is in beta format. You have to apply.  Everyone can join if you apply. Keep applying. They are looking that your persistent.

Out of 610 Million people, less than 1,000 are live streaming and short form content are the future.

Respond to other people’s comments always.

Having a singular focus with one subject on your live stream. 5 minutes to 4 hours (max) should be focused on one subject.  10 to 15 minutes to start. Once you have an audience, 25 to 35 minutes is the sweet spot.

You can livestream on multiple platforms is amazing. Yes, you have to use 3rd party app for that.

Brand Awareness for B2B companies

If no one is listening to you, you don’t have a brand.

What’s your audience like? Where do they hang out online? What do they read? What are they interested in?

Engaging with the audience. Having a targeted market. Not selling to 12 years, but C-Level audience with a large budget.

Is your target audience on LinkedIn? If not, go to another session.

Amplify Product Launch

The best thing for B2C is NOT brand awareness.  Should focus on a launch for a specific subset of your targeted audience.

Brand awareness will not be effective over time for B2C.

Hashtags are being used now.  You don’t know how many people are seeing the hashtag. Better metrics are views and comments.

Thought Leadership

Show credibility. You are someone who is known for being the top provider in your industry.

You want to be known as the best for your specific area in marketing. Show you’re an incredible people and have incredible amount of knowledge.

She shared her tactics on building a personal brand because this is her area of expertise.

Each video showed she knew what she was talking about.

Fun content won’t help you get a job or client. Show yourself smart in your field.

Targeted series

Very focused series of content.  Daily Goldie was a daily show for 2 solid years. Understand where your focus is. This is where you can own two hashtags on LinkedIn.  One hashtag is made up #yournamespeaks. The other one is real that every one else is using #personalbranding.

Type in an example in the search bar to see if anyone is searching for it.

Huge spike in people wanting to learn about NASA.

5 Best Tips

Know your audience. Become the best in your space. It’s more helpful. Become the best person for your demographic. Know who you want to speak to before you open your mouth.

Consistency is the key. Use themed dates and regular posting. Hang in there even when it’s no longer fun.  Make daily videos.  She did it for 2 years.

Pick a day of the week and own it. Create content once a week to start.  Make 4 pieces of content each month.

LinkedIn is not Facebook, Instagram, or TikTok. Use appropriate captions.

When you create content use common sense. Every post is tied to you. This could impare your job or career moves if not done well.

Don’t ignore other platforms. Don’t shoot videos for YouTube and drop them in LinkedIn.  You need to create content tailored to the platform.

Link to your LinkedIn videos on other platforms.

Link your videos to your product pages by put the link in the comments.

Is there an optimal style to use on LinkedIn?  NO!

Make it work for mobile devices.

Be attractive framing. Don’t use extreme closeups.

LinkedIn Stories – it’s like Instagram, SnapChat, Facebook stories.

It’s short form vertical content. They have been trying this out for targeted audiences, such as Real Estate Agents in the Dallas area.


Halloween of 2018, Peter dressed up as Goldie Chan and thanked her and all video creators.

Create 1 video, write an optimized caption, upload video on mobile or desktop to personal page or brand page, and tag Goldie Chan.

LinkedIn Learning Goldie teaches many courses.

Be empowered to create a LinkedIn Video today!

How to Write Persuasive Copy in a Voice That’s Unmistakably Yours – Recap

Mike Kim of Copy Proof gave a 45 minute (not counting the Q&A) session at Social Media Marketing World February 29 – March 2, 2020 about how to write persuasive copy in a voice that’s unmistakably yours.

For those of you who don’t know yet, Mike Kim is a brand strategist and direct response copywriter who has worked for thought leadership like John Maxwell, Donald Miller and Suzanne Evans. (By the way, he’s also trained by my mentor, Ray Edwards!)

He shared key principles from marketing personality-based businesses you can use to infuse your own marketing with personality, nuance, and psychology.

Mike talked about the 3 identities of a brand:

  1. Verbal
  2. Visual
  3. Value

Verbal identity of a brand is determined by your copywriting. He shared a great example of a Louis Vuitton product shot with Walmart tagline. And the something just didn’t feel right.  When he switched it to actual copy Louis Vuitton used, it feel congruent with the brand.

That was a powerful example of how important copy is for your brand.

“Marketing isn’t about closing a sale, it’s about opening a relationship.” – Mike Kim

For every relationship to work there must be communication. That’s what copy does for your brand.

He share the 3 principles to creating a brand that sounds as unique as you are.

  1. What pisses you off? This will stoke up the injustices in the world that fuel your passion.
  2. What breaks your heart? This stirs up compassion for the people you serve.
  3. What is the BIG problem you solve? This is your business.

Using these three principles to craft the story of your brand will set up apart from everyone else.

To implement your brand consistently, you need to create a brand guideline. This is a collection of things that demonstrate how you want to communicate.  Mike shared his own brand guideline to give you an idea of what to put in yours.

  • Never start a sentence with “And”
  • Yes, we use the Oxford comma
  • First paragraph of all blog posts must use a drop cap
  • Never use an ellipsis in mid-sentence, instead use double-hyphen
  • Web writing: No paragraphs longer than two sentences
  • All CTA buttons should end with a chevron >>

He not only shared 5 of the different types of brand “voice” can be used, but also shared several examples in each category.

  1. Academic
  2. Professional
  3. Emoji
  4. The Snark
  5. The Motormouth

He ended the session with encouragement to use the guideline to help you get started writing in your own voice by applying the answers to the three principles above with the “voice” type that works best for you. Then you pick a medium (social platform) you write for most frequently, and start sharing using your newly formed brand guideline.

If you’d like to learn more from Mike follow him on Instagram at @mikekimtv.

How to Use Facebook Ad Analytics to Improve Your Results: A Deep Dive – Recap

In this session with Andrea Vahl, author of Facebook Ads Made Simple, you’ll learn how you can make big leaps in ad performance by just drilling deeper into your Facebook Ad Analytics.

As you can see from the slide above, Andrea knows what’s she’s doing when it comes to FB ads. She has the track record and results to prove her tactics work.

She gave a touching tribute to John Haydon, who recently passed away from cancer.

How Facebook Ads are like Parenting

Tip #1 You have to feed them every day.

Tip #2 They can be overwhelming.

Tip #3 It’s exciting to get great results.

What stats should you watch?

Look at each level of the campaign, ad sets, and ad levels.

Your ad interface may look different. Facebook likes to move things around for some reason.

Adjust the columns to see what you want.

Performance and Clicks Report is a good place to start.

Key Performance Indicator (KPI) is the only thing to watch.

Setup a purchase pixel to see how much you get back with your FB Ad.

You define the KPI. Then optimize your ads for that KPI.

Easy to get reach, harder to get purchases.

These are typical results. Benchmark your own results. What’s true for me? How can I get better?

Watching the right metrics.

FB will use algorithm to show your ad to the people most likely to click.

Test different objectives.

Focus on the cost per result.  Back up one step. Are you getting enough people in the funnel?

If you’re tracking purchases, watch click through rates to see if you are getting enough people clicking through.

How to do an audit on existing results to know what to test next.

New Clients – how have they setup campaigns in the past, do they have pixel setup correctly, etc.

Existing results – where are the opportunities to create new audiences, new placements, new creatives. Maybe you’ll be scaling wider audiences. Maybe you try a different kind of ad.

Look at overall trends. Look for better performing demographics in ad manager.

Look where the audiences were used in campaigns.

Look at pixel configuration. 50% add to cart for purchases is really good.

Make sure you have Pixel setup properly for every step of the sequence.

Creative Overview shows you all the ads using the same image can help you know what’s performing better.

Look at conversion by audience to determine which ads to keep running.

Watch the costs. If costs are increasing you need to find out why.

Compare month to month and week to week helps you make better decisions.

Monitor your audience, ad competition, if costs are going up, you might shut off the ad and run it again later.

Who is responding to our ads? Who responds better? Look at the countries. You might separate out which audience is doing better. Expand the audience in its own ad set and scale it.

You might look at gender or placement and do the same thing.

The wrong ad placement can be bad.

Look at which ad placement is doing better. If Instagram is doing better but gets less budget, you can fix that. Pull apart the placements and run them separately. Test.

The 25-34 group was not getting enough budget but doing very well. So, she split out that age group separately to still if it would perform even better.

Manually shut down ad set to direct spend to other ad sets that are performing better.

Inspect: Delivery Insights report is not always available. It’s at the ad set level.

What kind of first-time impression ratio are we getting? It’s a better metric that the frequency because within frequency it captures repeat views from the same user that brings the average down a bit.

Using the Inspect: Audience Competition you can ask yourself “Are your results increasing because more people are in the Ad market?”

Rising competition in -20% is normal.

If you have good pixel setup, you can see overall revenue.

Test 11 times more than other accounts to keep things looking good.

Pull in different audiences. Test different creatives, messaging, calls to action.

Sometimes the lower value lookalikes do better. Watch both high-value and low-value. Test everything.

Wider audiences allow the algorithm to find the ones that convert.

Budget optimization – keep audience sizes similar. Do 4 audiences at a time. 2 to 4 ads under each ad set.

Don’t change your ads or audience, we want to keep our data pure.  Duplicate the ad set and then modify the copy.

Increase budgets slowly.

Audience sizes need to be similar.

For more help troubleshooting your FB ads, you can find Andrea’s guide at Or text ANDREA to 773-770-4377.

When your ad is tapped out

Look at frequency.

Keep the first-time impression ratio at 30 to 40% if you can.

Sometimes with a wide audience your ad is still showing steady. That’s because FB is doing the work for you.

FB doesn’t optimize this very well.  Stay in control, test in systematic way.

Always be testing – that’s where you’ll see the most success.

Jasmine Star’s session on How to Build a Brand on Instagram that Stands Out and Thrives – Recap

What if you could get more Instagram followers, turn them into raving fans, do it for free and it wouldn’t take forever?

That was her opening question to the audience at her keynote presentation at Social Media Marketing World February 29 through March 2, 2020.

Jasmine is a big fan of using Instagram Stories to become the master of her destiny.

If you don’t know Jasmine Star, she’s a first generation Latina college student and she went to law school! Then her mother was struck with cancer for the second time and it rocked her world. Her husband asked her what she wanted to do with her life. She said “I want to be a photographer.”

Now she’s a photographer, strategist, and owner of Social Curator. She beat the odds with her brand.

She shared repeated in her talk that the fastest way to grow on Instagram (or any other platform) is to build a brand.

The good news she shares is you don’t need any money, experience, talent, education, or connections to build a brand.  All you need to do is make people feel something.

She addressed three common excuses she hears from people.

Excuse #1 – I have a small following

She reminds the audience that people buy from pleasure or pain.  

She encourages us to use social stories to cast yourself as the go to person when they need your service.

Tell a stories, offer a solution for free.  She offered two examples. One a lawyer who surfs and a dentist who does videos that go viral.

Excuse #2: I don’t know what to post.

She honestly admits she doesn’t know what to post either. That’s why she test ideas out in two ways:

  1. How followers respond to the visuals of your story

She tested three stories, each with a different visual and posted one every other day.  She collected data on each an compare which one did the best.  Then she knows which direction to go.

2. How followers respond to calls for engagement

Try using different ways to call for response. See what data you collect has to say and then you’ll know what how well your audience will engage.

She says none of this is too hard. In fact, anyone can do it. She says “Don’t think about it, you must do.”

Then she gave the audience 5 stories you can do right now. Not only did she show you the types of stories you could post, but she offered free templates to use too.

The caveat is that your stories must be of value to your audience.

Don’t share a picture of what you ate for lunch but how that lunch fueled you to be more creative in serving your audience.

Excuse #3: I don’t have time to post.

It’s not about you. It’s about what your audience needs to know.

Show up for your audience. She admonishes us with this… “When you care more about creating VALUE for your followers, you stop making EXCUSES.”

What NOT to post

“We’re here at #smmw20 with@smexaminer in San Diego, CA”

“Super excited about this session #smmw20”

“Ready for #smmw20. Got my learning boots on and ready to get learnt.”

If you’re not getting engagement, it isn’t the platform that doesn’t work. You might want to look at the content. Is your content offering any value?

What TO share instead

Your goal is to offer value to your follower.

Here’s a suggested way to share:

Can I share with you some of the best kept marketing secrets for FREE?

I’m at #smmw20 and I want to share the Top Three best tips for marketing your business

  1. (Tip#1)
  2. (Tip #2)
  3. (Tip #3)

I’m learning even more and can’t wait to use new strategies for our clients…always staying ahead of the curve at Agency X!

Which tip is your favorite? Let me know in the comments below so I can dig deeper into marketing your business.

A brand is an experience.  You need to get people to feel something.  Make your followers feel like they are seen, known, and belong. A brand is how you make someone feel.

You can ask yourself “How does this make my dream customer feel?” if you doesn’t move them, don’t post it.  

Show the benefit of the value you provide.

Respond to every comment. Let them know you see them.

She follows the 10X rule – go leave comments on 10 other accounts for every one of your posts that you ask for engagement and you’ll start getting responses.

Be thoughtful in your comments.

You might believe the excuses you’ve been telling yourself. If you do, you won’t get far in your business.

If you want to be bold, grow your brand, build an audience, and get your business from struggling to thriving, consider the wisdom shared today.  Pick at least one thing to go implement.

Learning is great, but the results come from taking action. It’s your turn now. Go take action!

Interested in learning about LinkedIn Video? Check out Goldie Chan’s recap here.

12 Reasons Storytelling is Critical for The Future of Your Business

I love a good story. But why do I love them so much? So I did some research to find out more about why…

Storytelling is the single most effective way to capture people’s attention, influence them favorably towards you, and cause them to take action.

So here’s a few comments from articles I found on why storytelling is so important to your business.

In the Forbes article 3 Reasons Why Brand Storytelling is the Future of Marketing, we learn stories (1) make you unforgettable (2) helps you build your tribe and (3) drives profit through humanness.

In the Quantified Communications piece on Storytelling is 22 times more memorable, we discover stories can be up to 22 times more memorable than just plain old facts. (5) Stories help with memorization. (6) Stories engage our emotions. (7) Stories use our brains differently. To create a story, you have to map out the Story Arc – characters, tension, climax, resolutions, and the new normal.

In the Harvard Business article What Makes Storytelling So Effective for Learning, Kendall Haven, author of Story Proof and Story Smart, shares this…“Your goal in every communication is to influence your target audience (8) (change their current attitudes, belief, knowledge, and behavior). Information alone rarely changes any of these. Research confirms that well-designed stories are the most effective vehicle for exerting influence.”

In another article Power Storytelling Use Stories Differentiates Connect Influence we see…“Our stories (9) help define who we are and what we stand for. (10)They set us apart in a noisy, competitive world. And they help ensure we’re remembered,” Rob Biesenbach signs off.

In Tony Robbins post on The Power of Story by Peter Guber we discover storytelling is a vehicle (11) to create loyalty, build an emotional connection with your audience, and (12) a place to be transparent and authentic.

There you have at least 12 reasons why storytelling is beneficial to your business.

Here’s a quick video on the topic of stories.

Do your marketing efforts incorporate an element of storytelling? If not, why?

How Using “The Power of One” Increases Clarity In Your Writing

Have you ever read something and was confused by what you read? It happens all the time.

A writer who is overly enthusiast about the subject they are writing on begins to write about everything relating to that one subject. They throw in multiple facts to “support” their claim but end up only muddying the waters. They toss in a story or two thinking this also will help convey the message. The words keep flowing.

What’s the end result? Reader confusion.

A confused reader will not take action of any kind, except maybe to click away from the page they are reading.

What does “The Power of One” mean?

It means that each piece of writing (web page, blog post, letter, email, etc) ought to have ONLY one core idea.

Remember when you sat in English class in school and had to write a paragraph? You were taught the first sentence is the main topic of the paragraph. The rest of the sentences are supporting the one main topic.

Why did they teach us that?

To help us communicate clearly. To help us stay on topic during a written conversation. To help our brains learn to share information in way that others can easily process.

That is one skill we could use every day to improve our communications.

Well, it’s the same way with writing for your business.  Use one main idea in each piece of content you’re writing.  Don’t clutter up a piece of content with too many ideas thrown into one piece. That would be very confusing for the reader.

Along with the one main idea, think about what one emotion you want your writing to evoke.  When someone reads your message…

How do you want them to feel?

The great copywriter, Mark Ford, explained the “Power of One” this way…Stir one core emotion. Emphasize one good idea. Tell one captivating story. Direct your prospect to one inevitable response.

Every word you use has a purpose. If it doesn’t support your core idea for the piece, cut it out. Every sentence should emphasize that idea. Lead your reader on a journey to taking the next logical action.

If you enjoyed this article, you might like to read How to Craft an Irresistible Headline That People Want to Read.

Launch Your Business Now and Say Bye-Bye to Low Income!

If you’re a woman who worked in Corporate America for years and found yourself laid off…

If you’ve started a business but suffer from low income…

If you’re frustrated with not having money left over at the end of the month…

Then this message is just for you. Here’s why…

I’ve been where you are now. I know what it feels like to launch out on your own…working your fanny off to bring about your dream, only to struggle with low to no sales or low pay for the projects you do take on. But have no fear, I have a solution.

If you’re planning to launch a business, or you have a business but need a boost, this is for you. Don’t miss the 5 Keys to Create the Wealth You Want in Your Business Webinar replay.

If You Ignore Your Low-Income Problem, It Just Gets Worse and Your Business Your Suffer!

I know because it did for me. When I wasn’t making what I needed, I tried everything. I got desperate and starting applying for jobs knowing full-well no one would call me back! (Hint: taking a step backward, doesn’t move you forward.)

Panic set in and I started searching for items in my house I could sell just to get by. Fear was ruling me. Decisions became harder as I was paralyzed by fear of making the wrong choice.

What most people do when facing a lack of income is search for quick solutions. But for most people, none of those things work.

  • They search for another J-O-B because it’s what most people think is the only way to make money.
  • They realize get rich schemes don’t work but they try them anyway, wasting time and money, getting nowhere fast!
  • They give up because it’s easier to be lazy.

And what happens if you just keep doing what you’ve been doing?  

  • Your business will be crippled by lack of cashflow, causing it to fail, striping you of your confidence and leaving you feeling like a failure.

How I Tripled My Income in Three Easy Steps

I have an answer that works. Here’s the story:  

I was just like you. After 20 years in Corporate America, I was laid off. I applied for other positions and quickly found out I was “over-qualified.” 

I began to imagine how I might run my own marketing business using my “over-qualification” to my advantage. I liked the idea of setting my own schedule, working when I want to work, and taking as long of a vacation as I wanted with no one telling me what I can and can’t do.  

I was ambitious, determined, and ready to try it. I jumped in with both feet. I learned it was harder than I thought it would be. Things didn’t happen as fast as I’d hoped. And that caused some problems in my marriage. 

I discovered three things that changed the trajectory of my business. One, I discovered I wasn’t serving my ideal audience, which made everything more work than it needed to be. Two, the internal dialog with myself wasn’t helping me move forward either. Three, I wasn’t leveraging the systems and processes to my advantage. 

That’s when my income started to soar.  

And it’s not just me.  

It Worked for These People, And It Will Work for You

Kimberly Anderson

Kimberly, a consignment store owner, was struggling with low margins in her business due to the overhead. She wanted more income. But no matter how many hours she put in at the store, she didn’t see any revenue boosts. 

After working with me, we identified a strategy to create another source of income by leveraging her skills as a personal stylist. She became excited about the possibility of helping women on a deeper level than just selling clothes. Now, we’re working on a product launch for her new personal style coaching program. And she couldn’t be happier!  

Karen Nelson

Karen, serial entrepreneur, held a false belief that she needed multiple businesses to support her lifestyle. In reality, managing multiple businesses was draining and she wasn’t able to give enough attention to any one of the businesses to really make the impact she wanted to. 

After we talked a few times, she identified the business that she was most passionate about and got to work crafting the offer, sales funnel, and email sequences to draw her ideal customers to her automatically. Now, she’s pumped to be focusing on the one business that means the most to her.

Vanessa Frost

Vanessa has a passion for health and wanted to grow her audience through educational materials. She’s seen first-hand the devastation that cancer and health issues can leave behind. She wants to tell the world how small changes in your nutrition can improve your health and protect against health issues. 

After few coaching sessions, she was able to get her first sales funnel setup and begin her monthly newsletter sharing health tips to grow her audience.

And I can help you too.

Finally, It’s Your Turn  

Want to learn how to avoid the mistakes of first-time startups? Want to learn how to zero in on your perfect audience who’s eager to work with you? Looking to grow your revenue to new levels? When you join me on this teleseminar, you’ll learn about my Five-Keys to Creating the Wealth You Want Program.  

It’s Go Time!

Here’s what you and I both know. One year from today you will surely arrive. The question is where? That’s your decision to make right now. You get to decide whether you’re going to produce the same results you did in the past or better results this time. You get to choose where you arrive.

And you won’t be alone. I’m going to hold your hand and walk you through the process. In the webinar, I will share tried and true principles for success. You’ll discover the key to move you in the right direction.

Take a new action and get a new result. And finally create all the wealth you want in your business.

Here’s what to do now…Click here to register for the webinar.

So…Are You In?

Website Redesign: Design Versus Words?

Are You Considering a Website Redesign?

If so, you need to know that design alone will not give you the results you’re looking for in a website redesign.  

Listen to Cathy’s story.

Cathy is responsible for the global marketing of her company. The only problem is her website isn’t working. Oh, it’s beautifully designed. She spent thousands of dollars to ensure the design was appealing to the eye.  But when her boss asked how the newly designed website was performing, she was gripped with fear. How can she tell her boss that all that money they spent had little to no effect on the performance?

I’ve had plenty of conversations with business owners discussing websites. Some don’t know that the words are not part of the design aspects. Although, the smart ones do.

Which Comes First?

Design or Words. It’s kind of like the chicken or egg question.

Pictures do help communicate a message, it’s true.

However, will the designer know what image captures the intent of your message without the words communicating the message? 

You must instruct the designer using words that convey the feeling you want to come across in the images.

You must communicate…

  • the type of audience you’re targeting
  • your audience’s problems
  • how you understand those unsolved problems are causing them pain
  • you know the impact to your audiences’ lives because of that pain.

Without that, you receive only pretty pictures or snazzy design that’s hollow at its core.

Words Really Do Matter

With one phrase you can provoke people to take inspired action. Or drive them away faster than a pack of wild hyaenas.

As humans, we communicate with words. Always have for centuries. Why would anyone think a mere picture or image can convey the complex message we want to share?

Stories are the best vehicle to carry our ideas to the masses. Stories are how history has been passed down from generation to generation.

Even God’s message to His people was written into words to be read and shared with millions and billions of people. And there are no pictures in the Bible, just words.

The Son of God, Jesus Christ is called the Word of God who became flesh and dwelled among us lowly humans.

The Word of God was with God. The Word of God was God. The Word of God was Jesus, God in human flesh.

Don’t Make the Mistake

When you’re tempted to redesign your website, don’t make the mistake of hiring only a designer. Else you’ll end up with a beautiful website that doesn’t do its job converting visitors into paying customers.

Hire a direct response copywriter. Work out the words you want to use to convey your message. Make the language conversational. Speak to your ideal audience with words that they understand. Convey your expertise by showing how you know about their struggle and have a solution to help.

Then and only then do you hire the designer. Armed with the right words, coupled with a capable designer, you’ll have a website that not only looks good, but does what it’s supposed to – generate leads and convert leads into customers.

In Conclusion

If you don’t want to end up like Cathy, when you’re thinking about a website redesign, get my 35 Point customer experience checklist. It’s a free and powerful checklist to ensure you’re designing in customer experience elements that make your website irresistible.

How to Plan Your Indoctrination Email Series


I realized not everyone will understand the word “indoctrination” or “email series” for that matter. So, let me begin with a few definitions.

What is An Email Series?

An email series is an automated way to send information to your prospects and/or clients on your email list. The reference of “series” means more than one. This could mean 3 to 5 or more emails in one series.

What Do I Mean By “indoctrination”?

Well, it’s a set of things someone needs to know about you when they first meet you.  It’s helpful information that encourages the person to get to know more about you.

For example, when you sign up for Digital Marketer email list you are immediately added to their “indoctrination” email series. You start receiving emails that help you understand who Digital Marketer is, what they stand for, and how they can help you grow your business.

And it should be the same for your business.

As you get new subscribers, you need to provide a few emails to help your subscribers get to know you better.

An Example of An Indoctrination Series

1. Welcome Email

The first email you send should be a welcome email.

You’ll want to thank them for joining the family. Next, you’ll want to address how you help improve their business.

Share what they can expect from you. Give them an idea of the type of information you’ll be sharing and how frequently you’ll send emails.

In the latter part of the email, you’ll want to educate the reader on how to “whitelist” your email address so your messages don’t end up in the spam folder.

Ask them to connect with you on social media platforms by providing buttons and/or links for easy connection.

Then wrap up the email with a P.S. providing a sneak peak about what’s coming next. This will help them look for your next email.

2. Because You’re New Here Email

Always provide value in the eyes of your subscribers. They signed up with you for a reason, so don’t let them down with dull emails.

In the second email, send them a round up of some of your best content and why you think they should read it.  Again, close the email with a strong P.S. that whets their appetite for what’s coming next.

3. Just Like I promised

In the third email, you’re fulfilling your promise to send whatever you hinted at from the second email.

In the P.S. you may want to share testimonials so the readers start to get a good view of you. Maybe add a P.P.S. to hint at the next topic you’ll share.

4. About Me

In the fourth email, you might to craft a message to share something personal about you.  Tell a story of why you started your business, or how you came to be in this line of work.

People love hearing stories of how you got started in business, and why you do what you do.

In the P.S. encourage the reader to hit reply and share something about them.


Now you know what an indoctrination series looks like.

How Do You Plan an Indoctrination Series?

Have you ever heard the phrase penny wise but pound foolish? Skimping to save in one place but foolishly overspending in another area.

Well, writing emails without a strategy behind them is like being penny wise and pound foolish.

You see, every email you send must do two things:

  • Cause the reader to know, like, and trust you.
  • Guide the reader to take action.

If your emails don’t do that, you’re missing the potential of email marketing.

After all, you want to increase your sales, right? When you build relationships with your prospects, the sales follow.

Step 1: Assess Your Content Assets

The first thing you need to do when planning your indoctrination series is identify all your content assets. Everything from web pages, blog posts, videos, brochures, direct mail, training material, ebooks, special reports, etc.

Armed with what you have available, you can then move to Step 2.

Step 2: Map out the Storyboard

In this step, you’re going to create a storyboard of the various emails that will go into your indoctrination series.

email follow up with indoctrination series

Figure 1 Storyboard of Indoctrination Series

Notice the template above has the following columns:

  • Day – On which day do you want to send the email?
  • Email Type – Specifically what type of email is it going to be (welcome, content, personal, etc.)
  • Subject Line – List the actual subject lines you plan to use here
  • Content ideas – list the ideas you want to include in the email

This storyboard is a great tool to help you organize your thoughts and validate each email is building the case to get to know you better and helping to guide the reader to take action. It’s also good to provide your content creator guidance on what you want written.

Step 3: Identify Your Goals

The last thing you need to do before you move to the content creation step is to identify a goal for each email.

For example, in the welcome email we want the readers to connect with our social media profiles or click a link for more information.

In the Because You’re New Here email we want readers to click links to valuable content we share.

You get the idea. Every email has a purpose and you want to be able to track it. And in order to track it, you must identify what you want to track.

These goals will be used later in the on-going maintenance process, which is a topic for another day.


There you have it in under 1,000 words…How to Plan Your Indoctrination Email Series.

If you need help planning your indoctrination email series, email me at





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