Episode 199: How to Get 10,000 Fans with Kim Walsh-Phillips

This podcast is brought to you by Abby Connect, the leading live receptionist service. Did you know that 80% of business callers don't leave a message when they reach voicemail? Customers want to connect with real people, not machines or recordings. Abby Connect offers dedicated and guaranteed call answering at a fraction of the cost of hiring a receptionist or assistant. For our listeners, Abby Connect is offering a no obligation free trial. And after your trial is over, our listeners will receive the $95 off the first bill, but only when you sign up at our special link. Abbyconnect.com profitfirst Sign up today at abbyconnect.com profit first and we thank them for sponsoring the podcast.

I don't know if you can see right behind you, we have the books there. The same eye level. The books there, See, some of them are on cellophane wrap. I don't know. The pumpkin plan. Yeah, yeah, yeah. Do you know those are fraudulent books?

No.

Yeah. So, yeah, that's not. We don't necessarily know the source, that they were manufactured somewhere else. But here's the deal. I get a call from Penguin. They say, hey, you're selling used copies of the pumpkin plan. Penguin's my publisher. And I'm like, no, they're like, there's books out there that, that are selling for like, half the price of the pumpkin plan. And I'm like, well, who isn't? They said, we don't know. We thought it was you. Look, this coming up. It's this, like, fly by night company. And so now what we're trying to figure out and why we bought them is are they manufacturing them or are they somehow getting them from Penguin? They don't look like they're manufactured. They're manufactured perfectly. So that means they're probably penguins. But somehow someone got some of the inventory. I don't know how they did it. Maybe. Maybe it's above the law some way. But I were fearful that it was a little under law. So we bought a lot of their books and they went shut down and they were nowhere to be found.

Again. Interesting.

Yeah. Yeah. So now. So it's here. Weird. So we bought, I don't know, a couple dozen. So now we're sitting here and it's like, what do we do with them? Well, we're just. They're legitimate books.

Yeah.

So is it. Now we're putting them back into circulation when people. Not when they're buying a new book, when they buy a used book. Even those are brand new. When they buy a used book. This is the book we're providing. So we have to get rid of these 12 or 15 books. It's. But it's like. Is like evidence. It's not like this was like a. It's not like the cops were involved or anything.

Right. How did Penguin discover it?

Because there was. On Amazon, there was a company selling them at a extraordinary discount listing, as. I think it was listed as new books too. And penguins, like, no one else can sell the new books. We're the only company that provides them. So they called me and said, are you selling them? Because, you know, we get. You can see right, stacks of them. We sometimes get hundreds and hundreds of books for promotional purposes. Like, are you selling them? Because you can't do that. I'm like, nah, that ain't us. And it ends up that there was this fly by night company down it.

That's so crazy mystery. Like, worked at Penguin and could be.

Yeah. What if some guy. Yeah.

Oh, my God.

Oh, my God. Did he murder a book? I crushed that book.

Well, on that note, everybody, you are listening to the Profit first podcast.

Yeah, big one. Episode 199. You can feel the energy already. It's a little bit scary. Here we go.

Nice job. Welcome, everyone, to the Profit first podcast. I'm your co host, Kelsey Ayers.

And I'm your co host. Co host, Mike McCallows. I don't know what I'm in. You're a co host? I can't be a host.

Yeah, you are. You're the host. I'm the co host.

Oh, right.

It's a pilot. Co pilot.

Yeah, yeah, exactly.

Oh, so I am the host then. I'm Mike McAllows. I'm the author of Profit First. Have you read it? Have you read it? Have you read it? I also wrote another book that I think you're gonna love called Clockwork. Profit first is about profitability, probably the second most important part of a business, time, meaning living life. Having the time to live, I think is the most important. And that's why I wrote Clockwork.

Awesome.

So go check it out and you.

Can find us on itunes, Stitcher, Tunein radio, Google Play, profitfirstpodcast.com or any other podcast.

That's exactly right. Make sure you subscribe. Click that little subscribe button. Don't miss a single, single episode. Kelsey, what you been up to? Anything exciting going on in the Heirs?

It's my sister's birthday.

Oh, that's right.

Yeah.

So that's happening tonight.

That's happening tonight. Sister Delaney. Okay, she's turning 33, so 33 years ago, the world was blessed with a little bit more magic.

Yeah.

Yeah.

So is she married, Delaney?

She is. She's married and she has a little 18 month old baby boy.

And so is. So how do you do that? Kind of party. Are you guys taking her out or is she hosting now that she has.

Yeah, we're gonna take her out.

Okay. Where you going?

I don't know yet. She hasn't decided. My mom wanted to make. She made pot roast yesterday and wanted to just make like the leftover noodles with pot roast on top.

Nice, Mom.

Which is like one of my favorite meals. But it's not a birthday dinner meal.

Especially a reheat.

Yes, exactly.

Does she want to recycle the cake? Hey, here's our anniversary cake from your father and I. Anniversary cake. It's 35 years old and we just thought maybe we can enjoy this cake.

Yeah. Happy birthday.

So that cake you helped me like. So my father had his 90th birthday.

Yeah.

This is my update. He. So we're gonna take him out to dinner, and he's getting up there. He had a real close experience, you know, knocking on heaven's door. And so we all agreed, let's not go out. This could be too trying. So we had the party at his house, and he's like, I don't want the cake from Stussy Cakes next door, which is this. I don't know if it's world renowned, but it's in this area. It's known for its cakes. He's like, the fudge is too sweet. And I'm like, well, why don't we get a cake without fudge? He's like, oh, okay. Then. Suzy Cakes didn't have one.

They were closed for like three weeks.

Unbelievable. So we're going out, we're picking up the food. My wife's like, stop by Suzy Cakes and get the cake. And I'm like, they're closed right now, so we have to go to Viking. She's like, oh, no one goes to Viking. I'm like, we are. She's like, that place is known. It's disgusting. Oh, no, it's fine. It's a bakery. She goes, no one goes there. So we went to the Viking Bakery. I got the cake. It was absolutely. It was. It wasn't. It wasn't world class. It was like, you know, it's just a cake.

Yeah.

Rolling eyes. Why did you do this? I'm like, I. So I blamed you.

I mean, it totally is my fault.

Well, no, it's not. Why? How Would you know, I did blame you. I said I asked Kelsey to pick up the cake. And Kelsey was proactive. And when Susie Cakes was closed, she just got an effing cake somewhere else.

Yeah.

So that's why, you know, I got creepy.

How many, like, bakeries were out of business in the area? Yeah, I guess, like when I did a search for other bakeries. Yeah. Oh, okay. This one's close by. And I called and they were out of business. And then it happened two more times and I was like, okay, I wonder.

If I should do a little blind taste test. There's a bakery down in Long beach island. When we go on vacation down there, it's called the Crust and Crumb. Great name, great name. They make cream filled donuts. It's a powdered donut, but not Boston cream. It's like a sweeter, believe it or not cream. It's like a. Almost like an icing that you put on a cake. It tastes so freaking good.

Yeah.

So it's tradition. My parents started this and then my family's now continued it. That every morning the man of the family goes to Krust and Crumb to pick up an order of donuts for the entire family.

Yeah.

I'm wondering if I go to Viking because Viking also makes these ones. I wonder if I get one from Viking and have my wife do a blind taste.

Put it in a different box.

Yeah. And say, you know, how do you think about. Oh, look, a crust and crumb donut. This is delicious.

Yeah.

I'll be like, it's freaking Viking.

Yeah. I think you should do it. You know my other boss, the boss at the bar that I work at. Yeah. She's vegan and they went to a vegan festival on Sunday and brought back these donuts and they were phenomenal. Like, just phenomenal. And I think the same thing. If you gave it to somebody and.

You know, they would never know.

They would never know.

But the pre judgment.

Yeah. Yeah.

Do we have any shout outs from any of our.

We sure do.

Okay. You got mail.

This one comes from another itunes listener. Okay, sorry I cut you off.

No, you can cut me off. Those stupid.

DCC0689. And he says. Or she says. I'm not actually sure. It's simple. You listen and apply it. Read it and apply it. Listen again and apply it. Read it again and apply it. It's simple. You can't help but enjoy the podcast. It provides great insight as to how to stay light hearted about your business, but focus on profit. Love everyone on the show and you guys have replaced morning radio on my ride.

Thank you. DCC0689. Don't you love know I have a second. I have Dolly Girl and DCC0689.

Well, thank you for your comment.

Yeah, no, you're very welcome. But I do love this show and I do think if you read it, imply it again. Now, in all seriousness, thank you for that post. It means a lot to me. Like we, when we made the show, we're like, like, I don't want to have this boring talk about finances. They're important, but important doesn't mean it has to be boring. Like, let's not horse. Why not horse around a little bit like a morning show? I do. We need to get some bits going. Me and you.

Yeah.

You know what a bit is.

Of course.

So I want to do a bit like where we. We do a call someone, like a prank call or something around finding. Like I want to start doing bits like that. So let's make some effort.

Okay.

You're making a note. I love it. I love when you make notes. Hey, one more thing I want you, my dear listeners, to make a note about is our corporate. Yeah, sorry, our corporate partners. These are people that support our show. They're crazy. Receipt, bank, nextiva, Fundbox. I know you've heard the names of these three companies a million times, but have you checked out their websites? Maybe not yet. Do it today. Receipts, bank, nextiva and Fundbox. We'll give you more details on them in just a little bit. But now to the essence of our show. We have Kim Walsh Phillips coming on. I met Kim through a mutual friend. Her name is Robin Robbins. Does that sound like I rolled the R to tell you?

Yeah, you did really well.

Thank you. Kim is an award winning speaker, author, podcaster and is the CEO of Elite Digital Group, which is a direct response social media agency. Kim has brought in more than one bill, as in billion dollars and maybe one bill, like as in a guy. There's one guy named Bill shows up. But she's brought in a billion dollars through her clients with her laser focus on increasing their revenue through direct response marketing. She's the author of the no BS Guide to direct response social media marketing. The ultimate no holds barred guide to producing measurable, monetizable. Did I say that right? Results with social media marketing. And she's done this along with the fabled Dan Kennedy. Something you may not know about Kim is she sings in the church Praise band and she is permanently in the archives of the indie tattoo Magazine because her hip was featured on the show. In the magazine. On the show. In the magazine. Welcome to the show, Kim.

Thank you so much. Guys, a few quick things. One is I can do a really good, heavy, annoying Long island accent for your whole, like, little thing you want to do with prank calling people. So I'm in for that. Yes. Yeah. Number two, that bakery sounds amazing. Although you may force me to go off my no carb thing I'm on right now because I was just picturing the crust and crumb.

That sounded a little.

The crust and crumb is amazing.

Delicious. And finally, where does one go? Off the rev. You know, the farm so much that you're like, I'm going to spend my time photocopying a book to sell it online, produce copies of it so I can make $3 per copy. When does that come your business plan? I don't. I really want to.

I don't know. I don't know. So my thought is, when we look at the book, I mean, we. We opened it, we tore it apart, the binding, everything is exactly the same. So either it's a great clone. And so what we're thinking is one thing is the printer may do an overrun on. On purpose, and this group bought the overrun. Maybe. Maybe it's legal. I don't think it is. Or they somehow procured it. But yeah, for them. But you're right. At the end of the day, they make 3 bucks a book or 10 bucks a book. Like, you know, that seems like weird thievery. But they shut down. And the interesting thing is when we went through the reviews that all these complaints on Amazon, like, hundreds of complaints of the book came, it was torn apart. They never delivered. Yeah, yeah, yeah. So it was interesting. All right, let's get to the. The concept at hand or the topic at hand. You're arguing you can get 10,000 followers on Facebook. So I want to talk about how to do that, but first, I want to understand, why do you want 10,000 fans?

Right? So if we're going to be all focused on money, why would we focus on fans? Because that could certainly be a fluff metric if we spend all of our time. Focus on popularity. Right. Popularity without profit is a great way to go out of business, to be one of those unfortunate bakeries that didn't profit in the very beginning. Right. So we want to focus on profit. Well, it's become so much more important because recently, Mark Zuckerberg, the whole team at Facebook has said they're going to protect the user experience on the platform, they've always declared that to be the number one thing. And it makes sense. Because if people hate going on the platform, if they hate going on Facebook, they're not going to use it anymore. And then there's no reason for any business to be on there to protect your user. And too many businesses have screwed this up. They've used the marketing platform to spam the crap out of people in the newsfeed. And people get tired of it, they click on the right hand corner of the ad and say, I don't want to see this anymore.

Right.

Yeah. And that's happened way too many times. And so Facebook has come out and said, you know what, if you don't have a page that has a good, has good engagement with your followers or has conversation or has fans, we're not going to show your posts anymore and we're not even going to allow you to advertise on here anymore. Yeah, it's huge. Right. And so I think it's a great statement that Facebook is making where a lot of businesses are freaking out about it. But if you've been a great marketer all along, you've not looked at marketing as a transaction, you've looked at it as an opportunity to develop a relationship with your key prospect. Right. And so if that's the case, if you developed relationships on social and turned them into cash paying customers, you're going to do incredibly well. Because. Because that's exactly what they want businesses to do. But it has to start with an audience. If no matter what your marketing message is, if no one is there to hear it, it won't do anything. So fans, fans are the way to crush it from the very beginning and have this incredible audience that not only can hear your message, not only can become your next cash paying customer, but also they serve as this bat signal to Facebook that says, hey, there are people that know like and trust this pa. Let's share their posts with people and let's allow them to advertise at a really great cost per lead.

Gotcha. Okay. Let's put some foundational stuff in place. I'm not sure I really know what direct marketing is. And I understand that's what you wrote a book on, that this is the foundation of. This is direct marketing. So can you explain what that is?

Absolutely. There's this whole marketing thing out there that you do. Awareness. Right. It's kind of like the spray and hope method, or we call it the Goodyear blimp method. You know, they put the blimp up in the air, hoping that people will remember Goodyear tires and someday go to the store and buy them. Well, most businesses can't operate on that way. We can't hope and wish that we'll have some kind of result or think we can put stuff out there and, you know, get great results. Maybe you've heard that John Wanamaker statement of I know half of my advertising is working. I just don't know which half. Have you heard it?

Yes.

Right. Well, that's detrimental to businesses. The truth is we can track everything. You know, my favorite quote is, in God, I trust everyone else, bring data. Yeah, yeah. So we can track everything. And direct response marketing is based in a type of marketing that for every marketing message you put out, it is tracked and should elicit a response, some type of action from the person looking at it. It could be click on a link, it could be enter your contact information. It could be comment on a post or make a purchase, sign up for a consulting call. But whatever it is, you're not just creating the image, the ad, the article in order to create awareness. You are creating that marketing piece in order to drive action.

I have a question around this. I had a recent conversation that I think brought clarity to me. I was developing a webpage, actually, for my new book, Clockwork. And the initial webpage, I said, well, some people will want to download resources so they can go here. Other people will want to learn more about my company so they can go there. Other people may want to just engage further in my list, and I can give them some free resources beyond what's available in the book. So I had multiple kind of gateways for them to engage. And this person's like, no, no, that's so confusing. You got to walk them down a clear path where they just basically say yes or no. Do you kind of agree with that approach? And is that part of direct marketing that you're moving them through a funnel of sorts?

Too many choices will prevent your prospect from taking action 100% of the time and also unclear directions. Now, this comes back from the infomercial days, and I encourage anyone, if they're ever stuck in a hotel and they don't have good choices on tv, find an infomercial, because you'll actually get an incredible ROI from the experience you can get out of it. It's a good opportunity to be to geek out and nerd out on some good marketing. Because what they'll do during the infomercial is to give the clearest instructions of how to place an order they'll literally tell you to pick up your phone, put in the phone number. They'll tell you the phone number, wait for the representative to get on the phone, and then give them your order. That seems so ridiculous, right? We all know how to place.

We all know that.

Yeah. But when we give that specific instructions, it takes away any question, doubt, confusion, or other options in our mind. When we make one path only, we give the clearest and most effective way for our prospect to make a purchase.

Now, I've heard, well, I've heard, I've read like in Robert Cini's classic Influence, that if you give one choice that it could dissuade customers from buying. But if you give three choices, they have enough sense of freedom in making choice that they're more empowered to make choice. And then if you give 100 choices, they'll become overwhelmed with decision making. What I'm hearing in this marketing is there's one path. It almost sounds contrary to what Cildini is doing, but maybe he wasn't talking about marketing. Maybe he's talking about something else. Maybe I'm confusing things. What's your thoughts around that?

Well, any way we can get money, we should take it. That's number one. So testing is always a good thing for sure. Anyway, baby. But we. Yeah, so that would be on the sales message, which they should have already gotten into your relationship. You know, I kind of relate it like this. Back when I was dating in a few years ago, before I met my wonderful husband, I was in the South Florida market of dating, which is terrible. And I would date one of two types of people generally. One would be the guy who would spend all night talking about himself. He was beautiful, pretty smile. But the only questions he would ask me are, why did you go out with me? Which is really more questions about him. Really. Let's think about him, you know what I'm saying? Or the guy who. The first date we have is talking to me about how, how many kids do I want to have? Should we meet, when should I meet his parents, what do I like to do at the holidays? Completely freaking me out because it's about a sale. And that too often is what we try to do with marketing. We try to ask people out too far on the first conversation or make everything a cost. Right?

Yep.

And when it comes to great marketing and taking people down this one path, it's really like a dating relationship. First we're going to attract them to us, then we're going to see if there's a connection and Ask out on an initial date, which would be the opt in. Then we're going to give them a further offer. So let's go out for dinner. That's going to be either a more of an opt in, you're going to get more contact information from them, or you're going to make the sale for the first time. But often it'll be a small sale upfront, then we're going to ask for continual sales. But most businesses want to go from hello to hey, you want to buy the car, you know, and that's just not how as consumers we want to make a purchase. So if we take people down one clear path, that's nurturing, by the time they get to the sale, they should already know like and trust us. And then absolutely we can give them a few options. And what Robert Cialodini is talking about is anchoring the thing you really want them to buy. So if you're doing three packages, let's say if you have one that you want, you sell most often it's the profitable one, it's the one you enjoy doing, then that should be in the middle. It's anchoring their decision. They think, I don't want to go from the bottom one. That's not, you know, an 80% will choose the middle one, but then you'll have that 10% that choose the top, which is great because it's more. Prof. Or the 10% that choose the bottom, which is fine because that works for you too. But if you have three options and the middle one is the one you really want them to do, you have a higher chance of them making the sale.

Got it. Okay. And we are going to get back to the 10,000 fans as kind of the base that feeds this. But now I'm curious about the, I guess it's an upsell sequence. If someone, you start slow dating and you sell them something, you deliver something to them, you're building trust. Now there's an opportunity to sell them something greater that will move them along further in their path and generate more revenue and profit for my business. Do I upsell instantly? If I can get someone to buy the $10 item, do I instantly go for the 50? And if they buy the 50, instantly go for the thousand or two thousand. What's the timing around this?

It depends on what your end goal is. If you're a business that is making majority of their money on selling services and you're $10,000 or higher in a service model or even 5,000, we found you really cannot be selling Any of that stuff online, you need to get them on the phone. And so in general, your thank you page, you might not ever sell them something online. You might use all of your marketing nurturing to get them to join your email list and then get an email, see a blog, and then get on the phone to talk about their needs. If you sell online products, programs or services, you absolutely can test how many of these transactions could happen online without having to have a conversation or drive them to another event like a seminar or webinar. As much as you can put into the initial campaign, that's when they're most excited. And that's where you're going to fund all of your marketing. You think about it in step one, when they entered their information in step one, they were telling you, hey, I have a problem. This is something that I think you might be able to help me with here. I trust you enough to give you my contact information. So they just show they like you enough, they trust you enough to tell you who they are. And even if it's not the email they always use, they put something in there because they want to get something from you. Well, on the thank you page, most businesses say simply thank you for downloading the free report. Right?

Right.

And at that point, you are losing so much opportunity here because you have a, a qualified prospect or at least an interested prospect who's just come into your business channel. They've said they trust you. Well, sell them something here. Either sell them a product, a program service. We've had dentists sell whitening packages online. You know, educators sell a course. We've had marketing consultants sell an intro package of services you can sell right there on that thank you page. And you give it, make it super enticing because you make it that one time only opportunity. You could sell this another time, but it's a really great price. Or you can sell them into a conversation. So a lot of our clients, and you mentioned Robin Robinson in the beginning, their target market IT professionals on their thank you page, they are simply getting people to book a sales call to have a conversation about what their business needs are. So all of these things are measurable and trackable. And think about it this way. You turn this awareness based marketing into a daily campaign that you can track of. Here's how many leads we got, here's how many sales we got, here's our revenue and here's our profit. It's a much different way to scale your marketing.

Okay, I love it. I am convinced now. I want this 10,000 fans. I mean, I'd be lucky if I have six fans on Facebook. How do I. How do I start building 10,000 fans?

Yeah. Well, first of all, you were beloved on Facebook. We both know that. So that's not.

Well, okay.

Okay. I had to call that out. I think you might have been fishing for that. But I'm not 100%. Yeah, I figured. Okay, cool. Awesome. So it's really, really easy. First you start with your messaging. So when people, when you put out a Facebook, like, ad, you don't want them to again, you're not ready to get married. You're just trying to get them to pay attention to what you have to say. So step number one is to choose a motivational phrase of some kind that anyone could agree with. So, and you want it to be five words or less because you want to leave a lot of white space on the ad. Now this is getting kind of technical. I get it. But there's only a few steps, so if you could hang in. Basically, if you can follow the directions on making a box of macaroni and cheese, I promise you'll be able to do this. Promise.

Okay.

So step one is you choose this motivational phrase of five words or less. For example, I choose you were made to thrive. That's something that anyone could agree with. You wouldn't want to do something like pizza is awesome. Because while pizza is awesome, my oldest daughter does not agree with that. I don't understand how I could be genetically connected to her and have that be the truth. But she doesn't. So not everyone does. You have to do a phrase that everybody could agree with. If it's on that cheesy motivational poster on the wall, you would anyone agree with it that passed it by? And if you have trouble finding them, you can do that right on Google. You literally can Google five word motivational phrases and you will find thousands. Then you.

How's this one? Now this is six, but I put, sorry, life is meant to be lived.

That's pretty cool. Awesome.

That's an example. Okay.

Yeah, you're on it. On it. So then yellow background, short image taking up less than 20% of the page. And if you want help creating it, you can use a great free software, canva.com C-A-N v a.com and use their cover photo setting. So get that created. Awesome. Go to your fan page, press the promote button. Then you're going to choose promote my page. And all you're going to do, you're going to make very few changes. On here, you're just going to upload the image, change the copy above the image to click like to like this page if you agree and press place just places that that final step, if you're hanging in there again, your water's boiling, the macaroni is about to come out of the pot. We're almost there. Third step, we are on our, we go to Our Ads Manager, facebook.com/forward/ads manager. And right there we're going to find that campaign we just set up. Now, here's where the magic sauce happens. You're going to go inside your ad set. You're going to change just one thing, and that is the location. This is controversial, but you gotta do it. So, yeah. So we're gonna choose Worldwide as our location. It's a secret unknown spot inside of Facebook that you can literally target the entire world that is on Facebook. And then we're going to exclude the expensive countries which are United States, Canada, United Kingdom and Australia. Now, if you're listening, you're thinking, most likely, but why would I want to exclude them? Because that's my target market. Right. And I get that. What we're doing is we're basically fueling our page with lots of fans that are super inexpensive. They are real people. They aren't bots to Facebook. They are just the same as anybody here because Facebook is an equalizer. They don't say they're not worth as much because they're not in the United States. States. They will see your page, if you have 10,000 or more is super valuable. So day one, day two, you're going to run it to worldwide. Day three, you flip your ad over to your local market. You can go all of United States, you can go to your local town and you will on days one and two, be able to get fans in for less than one penny each. And day three, when you flip to your local market, it you'll still be able to get local fans in your community for less than 15 cents a piece, which is dollars less per fan than you could do otherwise. All the time giving the signal to Facebook that you are a page that people know like and trust. So they'll share your content and give you incredible costs for ads.

Okay. Wow, this is like the ultimate hack. Kelsey, I love it. So, okay, so now I do this flip. I start getting the markets I'm targeting, which may be the US And Canada. I see this momentum now and I have more and more fans coming. What do I do with these fans? Does this now enter the funnel that you've been talking about.

Yeah. So every fan that we place money on, so we place a dollar on a fan, we always get back at least $7 back. Which, if we were in Vegas, those would be amazing odds, and I probably wouldn't have to be home. Right? Well. Well, you can do that with your fans if you use a key spot on your fan page, and that would be that cover photo at the top of the page. If you start thinking about it as a gateway into your marketing campaign as the first place to attract that perfect prospect, we call that what you should put there, a juicy carrot. The reason being, when it comes to Facebook marketing, I want you to think of it as scaling, as multiplying. Here's how you're going to reach many more people than you ever could before. And what animal loves to multiply but those cute little baby bunnies? So we're gonna get that carrot so we can attract many into our market. The juicy carrot is gonna be on our cover photo, and this is going to be something that will attract our target market. And it will be an ebook, a video, a checklist, a seminar, a webinar, a coupon code, a sweepstakes. Anything that's so valuable that if it weren't free, they would do pay for it. But it is free. So they're giving you their contact information, and that's gonna go right on your cover photo. So as all these fans are coming in, they're not just liking your page, they're entering your marketing funnel.

Okay, so when I do some of my cover photo on Facebook, it's a graphic, right? It's not clickable, is it?

It is. That's what's incredible. On mobile and desktop. Thank you for that great transition, by the way, Mike. It is on mobile and desktop. You can click on the image, and then up comes the description of the image. And in that description, you can put full landing page copy. You can put bullets of what they'll get when they opt in. You can put links, and they become clickable. It is an incredible billboard that's interactive, becomes your landing page, and Facebook doesn't charge you for it. They 100% allow it. And you can put any kind of marketing message on it that you want.

Wow. So, okay, so. And do people know to click on cover images in Facebook?

They went necessarily. So you want to make sure you put a button on it that says, click here, click here.

Yeah. So they see that. They click there. Up pops a new screen. And is it. Since it's within Facebook, is it just Textual or can I actually format that screen? Can I make it into an actual sales page?

You're going to still have the imagery for the COVID photo, so you just make sure they tie in together. So at my page right now I'm promoting the training. We just had the mini training. We do it live every week. It's a three day live training and we have it in the COVID photo. When you click on it, you still have that image there, but then we just do a few bullet points of copy and then the link that goes to the actual landing page to opt in, you don't have to send them to another landing page. You could use. There's some great technology. One of the resources we love is leadpages. You could use what's called a lightbox that you people can click on that link and just upward pop the opt in and you don't even have to go to the landing page. But do you not need to make it super complicated wherever you're sending people to opt in? Even if right now all you have is your newsletter, use that. Do something. So you're not just using your Facebook page to get popularity, you're using it to get people into your funnel of your business.

And it sounds like, like this process, you don't have to be an established big brand or anything. It sounds like anybody could use this process.

Absolutely brand new to Pages that have ten thousands or thousands of people can use it. And within 72 hours you can add 10,000 more fans to your page.

My gosh.

Yeah.

Now going back to that ad you said, you know, use something that everyone agrees to so life is meant to be lived. So people start saying yes, yes, yes, yes. How do I know the quality of these people? I mean, it sounds like anyone would agree to it. Therefore I can get anyone. Can I target who those fans are beyond or, and do I even want to beyond a country? Maybe. Maybe I want to say I want to get entrepreneurs who agree with this, but maybe that costs too much.

The first couple of days you're going to leave the targeting as Facebook chooses for you. Generally they're going to choose targeting based on who's already a fan on your page. Of course, if you're a brand new page, they won't have that data. But don't touch the targeting until you get to that day three, because that will allow your page still to be flooded with those 10,000 and generally your first few are not going to be your biggest buyers of all time. That is true. But as you target and you become more Local, you will get those buyers in. But I'll tell you because I can't. My business does service a worldwide audience. We started profiting immediately and we have a lot of students who have the same experience. So go into it thinking the first two days you're just getting fans. You're not getting your future customers. If you get anything else, it's a bonus. But day three is when you flip it to local, where you'll start turning those likes into dollars.

I love this. Now, what about the brick and mortar folks that are listening to the show? So if you have an online business, I get it. It's so obvious and easy. But what if I sell ice cream at an ice cream store or something as opposed to at a. As opposed to a newspaper store? I don't know why I had to share. It was an ice cream store.

Ice cream and a shoe store might be my dream location. So there'd be that.

Could you imagine? Would you like these stilettos with the pistachio ice cream?

Yes, Yes, I really would.

So. But. But how can the ice cream store use a technique like this? Or can they?

Absolutely. You want to have more fans than your competitor. You want to have a signal out to your local market that you are the most popular in town because other people care about it. It's why restaurants put people in the front window the first that are seated for the night to attract other people in. It's why when you're at a trade show and there's someone in the booth, many more people will go in there as soon as there's one. Right. We want someone else to go first. So beating out your competitors. Good. The other really cool benefit, when you have more fans, you actually rank higher in Google searches. So if someone search. Yeah, yeah. Really, truly. Yeah. Because it's just these are all signals to the web saying people are going to this page. This is valuable. So then when people are looking for you, your Facebook page will come up ahead of other businesses. We tested this with one of a page we just created. It was nothing. Wasn't even a real business. We just put. But Facebook, don't kick me off for this. If you're listening. I love you. It's down now. It's all done. We created a page that was just about marketing in a certain town. We just called it Main street marketing and named the town. And within the 72 hours, we had the number one listing for that location for that service in that town. Never having had an establishment before, but running this fans campaign. Wow.

Wow. Now the other thing is this sounds costly, but also there's a return. So how did the numbers work? What, what can I expect to spend? But how do I offset that spending by the money I'm earning? And how do I know it's really profitable versus it's not.

The nice thing with fans being only a penny a piece. This is about a hundred dollar marketing campaign and really never can you get in 72 hours huge results and only spend a hundred dollars. But in this situation you can. So there's not a lot of risk, which is good. But as you continue on in your marketing, you want to track every day. So in your cover photo, when you use that link, create a new link you can track so you can see what is the direct ROI from our Facebook marketing efforts on our page. When you place an ad, use a different landing page link. Most of the services you use, whether It's LeadPages or WordPress or Unbounce, to create these pages that people will opt into, you can easily duplicate. It's one of those steps that a lot of businesses don't take, but it takes a matter of seconds you can then track and you don't ever have to give that result or that answer of we don't know what's working this way. You know what's working. Interestingly enough, we just ran this this week we were supporting someone's book launch and we ran, we did separate links and we found very quickly that the ads we ran from their Facebook messenger platform outperformed the ads that we ran on their regular news feed. Now that doesn't sound like a big deal, but if I know what's working the best, right, I'm going to spend a heck of a lot more time and money on the thing that's working the best. And so we can only do that if we track things separately.

And you can use this for book launches, huh?

Yes, you can use this for eating. I was seating right there. Did you like it? My anchoring?

Totally see. You totally see it. Because I'm like, we got to talk. So just so our listeners know, we work with Kim's comments company, Elite Digital. And honestly, we're not the best customer in the world because we're just ignorant buffoons over here. So we're like, this isn't working. We don't get this. We don't understand. But Kim has dealt with us and has brought amazing results. Like, there's no question we are more profitable because of this. So, Kim, I definitely want to talk with you or your team about Doing a book launch.

Well, and I have to say, the results that Mike has had are not representative of everyone out there. No, it's been incredible. Working with your team, obviously, is that when you get to work with somebody everybody loves, it's amazing. So in that example, if you have a product, program, or service and your customers love you, you know, you're providing incredible value to them. You should not wait. You should put yourself out there, because people want to be served by you. They're hoping, wishing, and praying every day that their problem will be solved. And they can only do it if you reach the them.

Yeah, I met with Yannick Silver. I'm sure you know who he is, or do you?

Yes.

So I met with Yannick. This is about 10 years ago, and he's kind of like the godfather to some degree of online marketing. He's one of the popular names in the beginning, and he sat me down and says, mike, do you believe in what you offer? I'm like, yeah. He's like, is it better than the competition? Like, yeah. He's like, you have an obligation to market this and out market your competition, because if you're offering something that serves people, you have an obligation. And that was kind of the aha. Because it felt Almost felt slimy or manipulative. And that was the moment I said, oh, my God, if I shirk in the corner and then have the excuse of saying, oh, this is not. This is. This is manipulative. People are gonna buy elsewhere. He said, and then that's shame. He goes, shame on you for allowing that to happen. And that was kind of a big slap to the face. All right.

Did he actually slap you to the face? Because he's very strong.

He kind of did. It was at his. At his house. We were playing pool, and then thank God, we started drinking after that.

To ease the pain.

Yeah, yeah, to ease the pain a little bit. So I'm gonna actually. I'll have Kelsey call you or Kate over your office. I want to talk about the book launch. But for our listeners who may want to engage your services, where can they learn more about you and your organization?

Absolutely. Well, you want to start with our live training, which you can find out exactly how to get those 10,000 fans. To get that, go to three three days two 10K dot com. That's three days two 10K dot com. And if you want to check out the agency and what we do, it's.

Elite digital group.com amazing organization, and they work with neophytes like us, so they can work with anyone. So it's the number 3 and the number 10 in 3 days to 10k. We'll put that in the show notes. Kim, thank you so much for sharing the recipe today. Thanks for coming on the show.

Thanks.

Oh, thanks for having such a great program, such fun to listen to, and what an honor to be on it.

Oh, you rock. We'll catch you later. I'm asking the Ruby tan. What do you think about what Kim said? Bazinga. Nice. Oh, Ruby's voice has changed a little bit.

Yeah. Weird.

Yeah, you got. When you laugh like that, you gotta laugh into the mic. Your emphysema. Oh, my God. So. So here's what we're gonna do. Kels.

Yeah, Mike.

I want to recap what we learned. I want to hear what you learned. We're going to talk. Do we have a listener? Mail came in today.

Yeah, sure.

Okay, so we have some listener mail. We'll go over. And then I want to thank our corporate partners. And we're gonna do it in reverse order. Ish. Okay, first thing. Are corporate partners.

Yeah.

Do you use your next step? Is the sun in your eye like you're. You know how to roll that thing down? Do you want to? Yeah, you can roll it.

It was raining two.

It was raining two minutes ago. Now you're blasted in the eye with sunlight. So first, let me talk about nextiva. Nextiva is a voice over IP phone system. Do you have the nextiva at your house?

Right, I do. I love nextiva.

It's good experience, right?

Yeah. I also just sent one to our assistant in Florida. We set her up with one there. So she works remotely. Yeah.

Oh, I didn't know that when we called her was a.

Well, she had to pick up her daughter, so. Yeah.

Oh, she was on herself. Okay. Okay. So I don't know about, you know this, but when I'm going to Phoenix, do you know I'm going to Phoenix in a bed?

I saw that on your calendar. I did not know.

I didn't tell you. I just booked it myself. I'm like, I got secrets. Sneak it past the goaltender. I'm going out with my. My men's group, if you will. My. My business forum.

Yeah.

And I called Next. Stephen said everyone would die to visit. Like. Oh, yeah, come on in. So they're hosting a lunch for us now. We're going to tour their offices. So nextiva, besides being just a great company, they're a voiceover IP phone system. They're a communication system. They have a phenomenal new CRM we're one of the first people to adopt the system and we're trying it out and it's going to be available for the general public pretty shortly. Next company is Fundbox. You know, we don't use Fundbox directly. We have our clients use them. So that's our relationship with them. We run profit first. And we have never. I shouldn't say. I didn't say we've never. And at the same time, we've yet to have so yever we've never have an issue and we plan to never, ever yever have an issue.

Perfect way to bring it back.

Thanks, Mike. Well done. But some of our clients do. You know, you have money due to you, and now you're like, oh, my God, I need cash. But you have those invoices outstanding. That's where Fundbox steps in. They release the funds to you on the spot. It's a great cash flow way to address cash flow.

And don't forget about Abby Connect, the leading live receptionist service. It just makes sense. If potential customers can't reach someone, they're going to call the next company on their list. You invest in websites and advertising. Shouldn't you invest in converting those calls into customers? And don't forget, Abby Connect is offering the no obligation free trial for our listeners. And after your trial is over, our listeners will also receive a $95 off their first bill, but only when you sign up at our special link abbyconnect.com profitforward. Thanks, Abby Connect.

And then the last company's receipt bank. Any of those receipts you have, you can scan them in, link them to your accounting system, and you no longer have to have that receipt box, which, by the way, is mandated by, like, law. If I shouldn't say it's mandated by law. If you don't have it, you get penalized when the government comes in and audits you and says, oh, where's your receipts? You don't have any. Sorry, you can't account for these expenses. I guess it wasn't appropriate expenses. And they whack you with a bill, Will. Receipt bank prevents that from happening.

Thank you, receipt Bank.

Thank you. Okay, what'd you learn today there, chiefy?

So what I learned today.

Oh, there's a.

There's homage to Christina Bulldog, I dare say. I mean, she's a beautiful voice. Listen.

I can't listen over you.

Oh, I was gonna say, did you know I was singing over that? Because we're so in tune. What'd you learn today? What you learned today?

Oh, that's so beautiful.

Thank you.

When I say beautiful, I mean horrible. Yeah. So what did I learn today?

What'd you learn today?

How awesome is that?

That's pathetic. What did I learn today? Scrambling. Scrambling.

How awesome is it the exact recipe to get 10,000 fans? Like, not. You know, in a theoretical sense. It's like an ideal. You know, one day you'll get 10,000 fans. Literally, in three days, I can get 10,000 fans.

Yep.

Yeah. And how smart. And, you know, at first when we were talking about. I was like, oh, yeah, but that's. It's, like, fake. It's not real.

Yeah.

Real fan. Yeah, but it's true.

It's.

It's the necessary step to get you to the point where you can be in front of your real fans.

Yeah.

You know.

Yep.

And like you were saying, it's not about manipulating it. It's about getting the people who need your service access to your service.

Yeah. So I want to try this. Seriously. Do you mind just calling Kim or Kate? And so get. I want to do the 10,000 fans, and I want to start seeing what we can do to convert people into sales. You know, we set that one thing up, and we've sold. People have joined because we had a lot of natural traffic to our website. I'm talking about the Mike McCallowitz site, not First Professionals. But I want to go. I want to do more of that.

Well, it's funny. So this is set up for profit First Professionals on our Facebook page, and we were getting all of these, you know, likes and followers from all over the world.

And I was like, oh, do we send thousand fans for profit First? I didn't know we even did.

I don't. I didn't. I never even looked at how many fans we have, honestly. But I just noticed all these people that were liking us from other parts of the world. Wow. Yeah.

Okay. It's unbelievable. And. And the thing is, we have a profit. First Professionals is an international business. Like, we have offices everywhere. Except we don't have offices in China yet. We gotta do that, or I shouldn't say offices, locations, licensees. So in Japan, though, we do. His name's Manabu no Manaboo. Manaboo. Which doesn't sound Japanese.

No, because you're thinking of, like, Malibu.

Yeah. You think more of a. Yeah, Malibu. I'm thinking, like, Indians with an ooh. Doesn't sound Japanese to me. It'd be more like a kai. I don't know, like an I. Sound to me like he's manakai now. He's Japanese. Manabu. He sounds like a. He's from Malibu.

Yeah, yeah, yeah.

He's great. By the way, we've been emailing back and forth. I haven't spoke with him, but just his concern and interest in making the country of Japan more profitable. They're really going. They're going through a tough economic crisis still in Japan from 2008. It's lingering 10 years in, and he's like, I gotta fix this for my country. And the dialogue I've had when there's been moving dialogue.

Oh, that's awesome.

And that's why I became a prop first professional. So for me, it was too many options. Paralyzed people.

Yes.

So we were talking about kind of some brick and mortar type businesses and online businesses. And it's a common theme. The more options you give to people, the safer choice is just to do nothing. The other thing I thought was cool was she goes, there's a reason when you get seated a restaurant that they put you at the window.

Yeah.

And I was thinking, isn't that nice? I arrived early, they want to put me at the window.

They care for me.

And now I realize it's really two sides are benefiting. And I think that was the hidden message too. Like, they aren't manipulating. They're not putting me at the window so they can get more business. They're putting me at the window because they can get more business. And as a customer, I will appreciate that. It's like a win, win.

Yeah.

And I think that's true in all marketing. And also, I want to check out canva.com. i thought that was a cool little tip on how to set up a graphic.

We use it all the time.

Is that what you're using?

Yeah.

I thought you. I thought you're a badass. Like when you're like, hey, can you do some design work you're doing on Canva?

No. It is so easy.

Your stature.

It is so easy.

Your stature's declined. I just want you to know, like, I thought you were a designer. I mean, they're really good stuff.

Yeah. Yeah. And they have so many templates that you. It's. You just kind of take it and you plug in your own wordage.

Do we. Do we pay for that or is that free?

It's free. Yeah.

You can press.

It is brilliant.

You've impressed it.

Also, Adobe has a Adobe Spark. They have one that's similar and it's different. So it's. Sometimes I'll use it because it'll. It'll. You can put Your wordage in, and then you can sort of change the designs around it to see, you know, all these things super easily.

Unbelievable. Unbelievable. All right. Hey, what we got for. For listener mail? Oh, pattern baldness.

Okay, so this comes from Michael Corrals. I know. Gets more funny every time. So he says, can you help me understand the 1025 rhythm of profit? First, during the month when we get paid, the cash goes into a checking account and accumulates. Then on the 10th and the 25th, we move it to each bucket. And then on the 1st and the 15th, we transfer to the external profit and tax account. Owners pay subcontractors, etc.

Question mark, Michael. Close. You had it, like, all the way until you get that 115 in there. That's not part of the rule. So first of all, why do we do this? And then I'll explain how to do it. Why we want to get into a rhythm is most businesses are reactionary. I call it peaks and valleys. We wait until money comes in. We see money in our bank account. We see if we have bills. We panic. Oh, my God, I pay all these bills, and all the money goes away. And then we're in a valley. We're starving for money. And then wait until next time money comes in. So we're very reactionary. It's a horrible way to manage money because you don't understand your normal cash flow. When we get into a rhythm, doing this every 10th and 25th is when I suggest you do it. You'll start to realize what kind of income is flowing into your business at those periods. And over a very short period of time, you'll expect a normal amount. Normally, there's $10,000 in that account every 10th and 25th. And anytime it goes out of whack, it's higher or lower, you'll notice. And that's time to. At the call to action time for you to call your account and say, hey, why are we doing more? Why are we doing less? And take action accordingly. So we want to get in a rhythm because it's easier to monitor. On the 10th and 25th, the money's in the income account. We allocate to the other accounts on those days. That's where I got you. Michael, you said on the 1 15th, you do the transfers. No, on the 10th and 25th, once the money's accumulated, you transfer it all out to your other accounts, and the income account goes back to zero. Then you run your business off the money that's in the house there in the operating expenses and you pay yourself out of Prof. Out of owner's comp. Profit goes to profit and tax goes to pay your tax bill. But this will get you into a regular, predictable rhythm so you know how your cash flow is going. Hope that helps, my brother. Hope that helps. Okay, that's. That's the signal to you. You're sitting there painting. Were you painting your nails or something? You're sitting over there like, oh, that was interesting. Painting nails.

Oh, gosh.

I do everything on Canva. I don't even need to work anymore. Canva just does the work for me.

It literally does, guys.

It literally does.

Well, everybody, please let us know what your takeaways from today's episode were. Leave us a comment and ratings on itunes, stitcher, or any podcaster anywhere. Yeah, what else can they do, Mike?

Even else they can do, they can go to propfirstprofessionals.com actually, elite digital is a group that helped us design it so you can check it out and see how we do our flow now. Way different than we used to do it. Way more effective, and it's real simple. At the top, there is a button that says, find one. We will find you a proffers professional. Listen, I know you want your business to be profitable. That's why you're listening to this show and you want to be entertained a little bit. But there's one more thing. If you want to be profitable permanently and do the right way, the best thing to get is a trainer. Why not talk with someone who's an expert in profit first, and they can drive your business toward the levels of profitability you desire. So go to proffers professionals.com, click on the find button, fill out the little form. We'll hook you up. My brothers and sisters will hook you up, and then you're off to the races. Okay, that's it. Do it now. Bye, bye, bye. See you all later.

Do it.

Yeah. There he is. I got the rhythm going. I'm a dj. All right.