How To Influence Your Customers Like A Pro | ROY SERIES 18

Whenever you're watching, why I can lock your attention the entire time? Because I know that every piece of those videos performed really well on Facebook. Yep, nice to meet you, Zach. He does great videos, and what do you work on? I do digital marketing. Digital marketing too, yeah, yeah.

Roy here, Roy Abdu, as many of you guys know, super well networked, but also runs Digital Revamp, a marketing company here in the DC metropolitan area. And also Zach Wade, thank you for having us.

Thank you for being here.

Yeah, sure, CEO of Make Offices, where this is being hosted. So yeah, let's just get this rolling.

Back in the days, they used to like, for instance, you want to launch a product, you go to development, you try build a product, then you try to go out to sell it, and then you might fail, and then things just go south because you spend so much money on development and you don't know what's going on, right? Things just shifted, and now you can sell the product before even having the product. And this is how I kind of almost built an agency, just because I thought about the idea I can sell something before I even have it. Right? And here's what I talk— what I'm talking about. You can easily right now spin up a Facebook page, a landing page, put up on Facebook, put up the product on it, and then see if there's demand for it. And if there's demand, what you could do is just basically pause it and then go get the supply for it and then sell it. And most people don't think about those stuff. They still think about building something, spend so much R&D on it, and then figure out it's gonna sell, right? So that's— that shift in mindset, I think it's huge. And that's sort I just want to like put it out there. People misunderstand the value of the online journey, right? Most people focus on like one element, you know, I want to do Facebook ads, I want to do, you know, like LinkedIn ads, or it's all about, to me, it's all about the content. The content you produce has to be hosted somewhere. And the way I break it down is I break it down into like 4 elements, right? Your own media, your paid media, your shared media, your earned media. And those 4 have to be connected. And you're gonna tell me right now, oh, I don't know how to do this because I'm only good on video, I'm only good on— I'm only good in writing, I'm only good in, you know, some piece of the puzzle. Guess what? There's something called Fiverr, there's something called Upwork, there's something called freelancer.com. There's millions of resources that could repurpose the content, right? So that piece of video— I'll give you an example. Whenever I produce a piece of video, that piece of video, we send it to Fiverr to get the audio out of it and becomes a podcast. And that That video becomes what? We send it to transcribers so that it becomes an article. And then send that transcription into an editor on Fiverr and get that to become another article online, right? So the organic post you're talking about, the videos you're producing, the content you're putting out, the value you bring into the world can totally right now repurpose at almost barely any cost that used to be back in the day, right? I know what it's like when you're thinking about putting content out and afraid to be judged. Right? Who's been there? We've all been there, right? And guess what? No one cares. The best book I read on this was The 20/40/60 Principle. This woman goes, when I was 20, all I cared about is what other people think about me. At 40, I stopped caring what other people think about me. At 60, I realized no one cares about me. Get it? So why wait till you're 60 to realize about that? And the biggest thing happened when A friend of ours, we were out in this bar and this girl asked me, so if you know that you're dying tomorrow, what would you say was your biggest achievement that you made till today? You're thinking about that, right? I thought about it. I was like, I guess my family. Then I thought about what's my second biggest thing that I'm proud of that I've been working on? Guess what? It's my videos. Because the fact that I get people hitting me up like, hey, you're brightening my day, hey, you're making, you know, thanks for the encouragement, keep pushing. I mean, I get messages from Indonesia sometimes. People, I don't know how, through the hashtags, right? And that gets you, keep you, it got me thinking of like, it's not about only posting the content that you put up. You gotta basically spend time engaging with the community, responding, you know, basically making sure you're putting the right hashtags. Most people just put up the content and forget, hey, they're not speaking the language of the platform, Instagram, make sure you're putting some hashtag in there. If you're on LinkedIn, make sure you have a little group. You know, we have one of them. It's called the Secret Pod, where basically a bunch of people, once you post something, the first 15 minutes go in and comment and help you, like, to push you in the algorithm. The last trick I wanted to put on the table, and I was talking about it, I think, with you, is when you think about short and long video, right? We all here think that short video is better on social media, right? Who thinks that? It's actually true, but it's actually not true too, right? Here's why. One of the coolest campaigns that apparently one of the bestseller books used was the long-form video, which is basically they put up an 8-minute video about them talking about the book, and then they can— you have the ability on Facebook to retarget those who watch to a certain point with the video, right? So for instance, those who watch more than 4 minutes or 3 minutes of this video, they were retargeted again and again with the book because those who already have invested so much time into this, right? So they can— they're basically buying from you, right?

And interesting, they're more into it, so fire more at them.

100%.

Wow.

And then not only that, they fired the part— they fired webinars to them, they fired, you know, like other products to them, they fired other interesting stuff because they're more interested in the product versus the attention, right? Because most of us are always obsessed with like the first 3-second rule, the attention, which is great. But think about the way we break it down in the vlogs. You know, one of our most successful pieces, when we break it down to the 3-second rule, like the 3 seconds and then hook them for the next 3 seconds, because the attention span goes in from 3 to 5 seconds in people's mind, right? And if you understand that, when you're building anything, any piece of content online, you got to either switch scenery or switch tone or do a variation or do something about it. Otherwise the audience is going to get bored. And then the other thing that I always talk about is the two brain functions. The brain is designed for two things. It's going to help you avoid burn calories. And the second one, help you survive. So whatever content you're putting out, it has to serve those two functions. I'll give you an example. If I gave you, here's 20 million steps how to become a millionaire, you're like, ugh. You're already stressed out. But here's 5 ways you can become millionaires, your brain tunes in, right? And the attention spam is like the survival piece. Is crucial whenever you're putting content. Like, here's going to help me. Shifting the conversation from you to how you're going to help them get further. That's the whole winning piece, I think, in terms of content. It is actually constructed of 120 variations that we tested on Facebook. A/B testing. Like, we put $50 for every piece of the puzzle, and we look which one performed the best and turned this into one piece of video. Does that make sense? So whenever you're watching, why I can lock your attention the entire time, because I know that every piece of those videos performed really well on Facebook. Commercial for one of our clients, right? It's a— the app is called Kangaroo. That app connects travelers and shoppers. Let's say today you want an iPhone— you want, I don't know, what do you want from Paris? You want a bag from Paris. You go on there, list that bag on— list that bag on this app, and then someone coming from Paris will bring it to you here, right? So you want to shoot them a commercial to introduce this whole concept. The commercial is gonna be this girl out of New York shopping, and then this woman, this lady wants an iPhone in Paris. She's gonna buy the iPhone for her and then bring it to Paris, right? So that's the script. So when we're shooting it, I have in mind is think about the 1-minute video is gonna be 20 teasers, and every teaser is— I'm gonna see how long they're gonna watch out of that teaser. Does that make sense? So you think about, think about the movie, right, is a minute, is an hour long. They make those trailers, different trailers. Imagine testing those trailers to see which trailer works better, then make that the first opening scene of the movie. You see what I'm thinking? Beautiful design, right? People always Instagram the wall. I see it all the time on the story here. So We helped them with that. The second piece was the community management piece, which basically we have someone online 24/7 checking what kind of Yelp reviews they're getting. And if it's a bad review, we'll respond, "Hey, sorry, you know, I'm sorry you had a bad experience. Let us know we can help you. Next time you come in, join us for, you know, free dessert, free coffee. We'll let the manager know." The fact that we respond just increases our— increases the value of the restaurants. And then guess what? Their business went up by at least 30% in the past year we were working with them. You know, that's a huge success just because we took care of the community management aspect piece.

I have a friend of mine who owns a bunch of restaurants and he said there's, uh, when someone comes in a restaurant, there's a 40% chance that they'll come in again. And if they come in twice, there's a 70% chance they'll come in a third time.

They come regular, yeah.

And after that third time, then you have a customer. But you have to get them past from one to two. So there's, they have all these different sort of like, hey, listen, Thanks for joining us, here's a free dessert. The next time you come in, there's a free dessert. And then the next time you come in, there's one. And once they get 3, then you're in.

Then they're good.

It's like 1 to 3 is a big restaurant metric.

Personalization is huge. And that's the whole thing coming on the web. How much do you like it when you have to go to a site and you don't have to create another username and password? Oh, it's cool, right? So thinking about all those, designing the journey. So before I even get into a client, I'm like, okay, the first thing, you got to fix the house, which is your website. I don't want to log into it. I want to have my Facebook login or LinkedIn login, because if I'm— the more you add stress to my life, the less I'm going to do business with you, right? Thinking about those steps.

Yeah, go ahead. When they go to put a review, 9 times out of 10, it's because they're unhappy, not because they're happy. So how do you influence a consumer to put in a positive review? I mean, obviously, if it's a bad review, they're going to do it anyway. But the positive review is harder to pull out from that customer.

Here's the thing. The difference between positive review and negative review— one, people don't ask you about it, and you go put it up. But if you ask for a positive, you might get it. 100%. So one of the key things I tell them when I— when we're like basically working with brands, okay, ask those happy people. Just if you— but here's the catch: if you ask one person, you're gonna fail. You know how many people you gotta ask to get one? Take a guess. 100 to get one. Mm-hmm.