The Purpose Academy Podcast, Episode 008: The Entrepreneur's Guide to Rest

Resources:

Michael's Website
Purpose Academy
The Content Crew Community

Transcription:

Welcome to The Purpose Academy Podcast Episode 8.

Hey, hey, hey, everybody and welcome to The Purpose Academy Podcast Episode 8. This is Michael Tatonetti, your host. I'm excited about tonight's topic because it's something that I've been talking about quite a bit lately across social media. First I want to acknowledge – I took last week off so there was no new podcast this past week and it actually ties into tonight's topic, so I'm going to talk a bit about why I took a week off, but specifically, tonight's episode is entitled “The Entrepreneur’s Guide To Rest.” – Rest, yes you heard that right. We're going to talk about rest tonight and the reason for that is this, we live in a culture where entrepreneurship, especially digital entrepreneurship, is pushed so much as like a 24/7 grind – hustle, hustle, hustle type of mentality like, team no sleep, pushing all the time to work on your business, acquire clients, and work on just everything that is expected of you and we don't really talk a lot about rest. I think it's crazy. I think it's ironic and I think it actually completely defeats the purpose of being an entrepreneur. To me, I could be wrong, but to me the main reason that I was drawn to becoming an entrepreneur, to working for myself, was that I wanted to pick and choose the projects that I would work on. I wanted to pick and choose the organizations that I would work with. If I'm going to do contract work with a church, or a school, or a company, do I want to work with them and I really wanted to set my own schedule. I wanted to set my own boundaries for what work would look like. Unfortunately what's pushed a lot in the culture of the online entrepreneur is this 24/7 grind – you eat while they sleep and all this crazy stuff, and it's just to me it's so unrealistic and it causes burn out and especially for new entrepreneurs, it gives them this unrealistic standard of needing to work all the time and not feeling good enough, not feeling sufficient, not feeling like what they're doing is valid and just enough period. We get so caught up in this comparison trap of how much other people are making in their launches? How many followers do they have? How often they're going live? How many times they're uploading a new blog, a vlog, a podcast? We can get so wrapped up in everybody else's world and it's like we don't actually realize that, hey the reason that you are an entrepreneur is to create a life that you love is to create a life that is honoring God that gives you space and margin for your family, for your spouse, for your kids, for your activities, for ministry, for different things. It's not about slaving away 24/7.

So I made an intentional choice last week to not record the podcast and the main reason was I always record the podcast on Wednesdays and of course they come out the following Wednesday, so what you guys are hearing tonight on September 27, I actually recorded live on September 20th and those who are watching me live on video on Facebook and on Instagram like tonight is September 20th right. So I always recorded in advance, but last week the episode which I would have recorded September 13th and would have come out September 20th, I didn't record. I had some evening appointments which I normally don't do unless it's my VIP clients. But I had an evening appointment, I just had a lot on my plate that day and I didn't have the time to space the margin to sit down and record it not only a 10 minute episode but the work that goes in after it –to make sure the podcast sounds right, to get it transcribed, to upload it to YouTube and my blog, and for iTunes and everything that goes into it. I knew I just didn't have the one hour of work or so that I needed and I said that's going to go this week. Quite a few other things went off the table too. I had other projects – other things that I wanted to get done that I wanted to work on and I was feeling a tension. I was feeling like I was out of balance, I was off kilter and I'm like, “I can't…” I needed to take some things off my plate and it's for self-care purposes. I cannot just keep going and going and going and so I made an intentional decision to kind of pull back and that's the beauty of it. That's the beauty of running digital products y’all, is that I can still sell my courses, my membership. I could still sell my book all without having to actually do much besides post on social media and run my current marketing strategy. My website of course is set up, my funnels are set up, my email marketing is set up. All I really need to do is post on social media a couple times a day and that's it and so if I wanted to fall back I can. To me that's the whole point of being able to be a digital entrepreneur and also to be able to choose again which corporate clients you take on. If you do corporate work is, do I have the time-space margin to do this and when I say margin I don't just mean time and space. I mean the mental, physical, emotional and spiritual bandwidth to be able to properly show up and be your best, do your meaningful work. So for me, I fell back and I share that story with the Content Crew which is my free Facebook group as y'all should know by now as you've been listening to the podcast for almost two months at this point. In the Content Crew I've been sharing a lot about that. I've gone live about it and my tribe really resonated with that message with like, “Yes, we need rest. We can't work all the time.” To me that's why you have sales funnels. That's why you publish books. That's why you have courses, masterclasses and things like that that you can sell out, right? So it's not always about doing service work and having to be in front of somebody and show up and perform. It's also about having that passive income that you can just market. You can literally be laying in bed to rest and post on Instagram and make some sales or you can choose to go live for you know 15 or 20 minutes and make some sales.

What I want to do tonight, I want to encourage you guys. Normally I give very practical advice like here’s what this is in the sales funnel and here's how you can use it, but I wanted to give you guys more of a life point on tonight's podcast which is, take an evaluation of where you're at in your business and your time and what needs to change. One thing that I encourage to my tribe this past week was to stop doing at least one thing. Find something in your schedule that you're like, “You know what, I don't actually need to show up for this” and “it's not really adding to my bottom line” “it's not adding value to my tribe” or “maybe not the biggest impact like the biggest lever” right? You might be doing a ton of things that are great and that some people benefit from, but I'm sure you can kind of pick out what is the thing that's making the least impact and you know that if you rest a bit more and take that out and create some margin, it will help you show up even better for everything else.

I encourage you this week to sit back and go, “Okay what can swap out to create margin and space for myself in my business so that I can be the best that I can be as an entrepreneur, so that I can show up for my clients, so that I can show up for my family.” – if you have a spouse if you have kids whatever that case is, any type of volunteer work, ministry, whatever you do outside of your business so that you have the margin, the energy to show up for that.

That's what I want to encourage you guys in this evening. Again it's a little bit different. Next week on the podcast we're going to be kicking off our October theme which is opt in options, so the entire month of October I am talking you through opt-ins and what are they and why do you need them and how do you set up the tech and what are some great examples of value that you should give in an opt in. I encourage you guys to subscribe to the podcast on iTunes. If you have not rated it already, go on and hit that five star rating and rate and The Purpose Academy Podcast for me so that we can continue to rise in the ranks for ratings on iTunes. Otherwise, I want you guys to make sure that you join The Purpose Academy Podcast on a more of a daily basis by joining the Content Crew which is my free Facebook group. If you go to michaeltatonetti.com, it is literally the link at the very top that black bar you can click or just go to Facebook.com and search for “the content crew.” It will pull up as The Content Crew with Michael Tatonetti. I'm in there every single day answering questions giving value. It's a great place to come and interact, and as well as we’re at over 600 members now in two months, so it's a great community, a great tribe of people, so come on and join us in the Content Crew on Facebook if you're not in there already. Otherwise I will talk to you guys next week. Have a great week. Bye.

The Purpose Academy Podcast, Episode 007: Should I wait to livestream until I've built an audience?

Resources:

Michael's Website
Purpose Academy
The Content Crew Community

Transcription:

Welcome to The Purpose Academy Podcast Episode 7.

Hey y’all. Welcome to the purpose Academy Podcast. This is your host Michael Tatonetti and you are now tuned in to Episode 7 of The Purpose Academy Podcast.

I am very excited for today's episode. I always say that, but I actually am once again because we're continuing with this live streaming theme and I have a really great question from someone in The Content Builders, my membership group.

They said Michael, “Should I wait to begin live streaming until I already have an audience or should I be live streaming before I have an audience?” And I wanted to take the time on today's podcast to answer that question on today's podcast episode that answer that question – tongue tied – because it really is a question of what came first, right? Like the chicken or the egg. At the end of the day, you actually want to start live streaming before you even technically have an audience. So that's the nutshell answer. You don't wait until you have an audience to begin live streaming. To me, you begin live streaming right away. It's actually how I started my business.

I always say that my business began on January 12th 2017 because that's the day that I went live for the first time. That's literally how I introduce my business. I made a Facebook page. I announced I'd be going live from it and I went live and that was it. The thing is this, when you first start live streaming, no matter how big your audience is, especially if you're first starting out, you may not have great numbers. I remember when I first started live streaming that there were times where I would have two or three people on and I would get excited if I hit five. There were times where nobody was on where there would be one viewer and I knew that one viewer was my wife because I would record the livestream downstairs on the first floor and she would be upstairs on the second floor on her phone watching the livestream. So I would know, like, “Okay she's the only one who have been paying attention right now and I have no actual viewers.” But I still kept showing up consistently – consistently showing up and consistently giving similar content, so similarly themed. I wasn't talking about 50 different things all of the time, but I kept talking around the same theme of my business over and over and I kept showing up. Slowly but surely, what you will find that happens is people share your video, people comment, they hard it up, all of that and as they do, that's going to bump you up in the algorithm, that's going to show you more in your timeline. It's also going to help people to find you because your tribe, your audience is not going to be when you first started out – just your family and friends. Chances are they're not going to be your clients even if because I get this a lot like, “Well, your family and friends aren't necessarily your ideal customer.” Even if they were, I don't know that I want them to hire me. I know them personally and to keep proper boundaries, I'm just a big fan of not mixing family and business and money. I'm not talking about my household like, my wife or my kids. My wife helps me with my business. My kids will work in my business one day when they're teenagers, but I'm talking about like aunts, uncles, cousins, parents, you don't really want to mix it. But what will happen over time as you get active, you start getting some new followers on social media. You get active in Facebook groups in different forums and what will happen is people will start to watch your live streams and that is an opportunity for them to get to hear you as an expert as an authority. From there, they may begin to share the video and typically birds of a feather flock together. When that one ideal client shares your video, they're sharing it with their audience, which should have other ideal clients so that they can follow you they can tag along into your live streams they can follow you across social media, check out your website.

As far as the question being, “Should I start my streaming first or should I wait until I have an audience?” Live streaming is the way that you build an audience. You guys have probably heard the statistic, it's beaten up so much, but it's something like by 2020 over 70% of advertising will be video. The internet is moving towards video. Everything is going to be about video. So if you're camera shy, if you want to lose a couple pounds, you need to get over yourself and just put yourself out there at the end of the day. So I highly recommend that you start with live streaming.

Now how do you do that? We're going to be talking about live streaming on the next one or two episodes though of The Purpose Academy Podcast. I'm going to be giving out some tips. Of course, my Content Builders are getting a great masterclass this month on live streaming, podcasting, blogging and building up that “know, like, trust” factor. So if you're a builder, make sure that you check out that masterclass that we're doing in September and the challenge. But otherwise, I just want to encourage y’all as we close out the episode because. Lot of people can feel really nervous about going live and what do I say, you do want to have some points. I've said this before, you don't want to read from a script. You want to kind of know your talking points and you want it to be natural and authentic. You want people to really get to know who you are, but at the end of the day you need to start. I can tell you the first two times that I went live, I went live on from my phone. I did not even have a tripod because I didn't invest in anything yet. I literally just decided – the day that I went live, I decided that day I felt called like, “You know what, I'm going live today and I'm just going to put myself out there.” And I went on Facebook at maybe like 2 o'clock and I said I'm going live tonight at 8:00 PM. That was it. Sorry there was no plan. I didn't have a tripod or anything. I made a stack of books, I put a vase behind it, and I rested my phone on the books against the vase so that I can have it at eye level and then it fell. In the first two episodes of my livestream, it fell – my phone fell. The phone actually fell. Did you know how that made me feel?

Like, I barely have any viewers and I'm screwing up? And then not to mention that, but the first few times I went live as well, I had my phone vertical instead of horizontal and I didn't realize they would give you those bad black lines on the side. It was just a mess. The point is, start. You have to start.

I want to encourage you all this week. Go live if you have not, otherwise I'm going to sign off now a little bit earlier than normal just because my throat really is bothering me this week, but next week we're going to continue to talk about live streaming on The Purpose Academy Podcast so be sure to tune in next Wednesday for the next episode. Bye y’all.

The Purpose Academy Podcast, Episode 006: Why Livestreaming is Important

Resources:

Michael's Website
Purpose Academy
The Content Crew Community

Transcription:

Welcome to The Purpose Academy Podcast Episode 6.

Hey y’all. Welcome to the purpose Academy Podcast. This is your host Michael Tatonetti and you are now tuned in to Episode 6 of The Purpose Academy Podcast.

Tonight's question is one that I really loved getting from my audience and it is coming from The Content Builders, which is my monthly membership group. In our private Facebook community, one of my builders asked me, “Why should I be live streaming?” I loved getting this question because personally I'm a huge proponent of live streaming. I go alive all the time. I mean, maybe not all the time, not multiple times every day, although I've been known to do that but I tend to go live at least a couple times every single week. I really believe in the power of live streaming for building the “know, like, trust factor” within your business, as well as a level of an opt-in if you will. I'm going to kind of share some of my trade secrets on why I think live streaming really matters.

For tonight's episode, the first thing that I want to talk about is the difference between building a personal brand and building a just straight business brand that is kind of faceless. This has said a lot, but I kind of have an analogy that I like to share because everybody always tells you like, “Look, your face needs to be a part of the brand. You've got to get out from behind the scenes and you need to put yourself out there.” And it really kind of is true because at the end of the day, people connect with people. They're not going to connect with the logo of a brand. They're going to connect with your face, right? Think about ads. We know, and if you don't know now you know, but we know that advertisements with faces do way better online when you're talking about Facebook ads, Instagram, twitter ads, LinkedIn ads than when there is somebody’s face in the ad and that is the focal point that there is a way higher click through rate, way higher conversion rate. Why? Because we like to connect with other people, at the end of the day we like to connect with other people. Does that mean – now let me let me kind of caveat that, does that mean that you need to share and go live about every little thing every day? No. Can you have a personal life? Yes. Do you need to share everything going on in your business or in your personal life? No and I don't think that you should. I think that you need to kind of treat it almost like when people report out like, they're bored or whatever. The business set up is that you share the great things. You share some of the mistakes and downfalls, but you don't share everything. It's not a behind-the-scenes look all the time, sometimes it can be.

Now having said that and hopefully given a level of credence to why live streaming matters, the fact that people don't connect with logos, they connect with people and they want to know why you run your business. They want to know why you want to serve them and your heart behind it. They connect with that and then they choose to purchase based on your professionalism.

Now the power of live streaming kind of comes in with that because at the end of the day, text can be very impersonal. I'm all for a really great copy. I love having great copy on my website, but at the end of the day, not everybody just wants to read a blog all of the time. In fact our attention spans are short. Not everybody just wants to you know read text. They want to see somebody or at least hear somebody like a podcast or maybe they'll play a video in the background while they listen, right? But they like that human interaction and that human connection.

The other thing is people today can feel a bit isolated. They don't always want everybody in their face directly with them. They don't want everybody knocking on their door, but they so long for that human connection and by live streaming or even podcasting and getting audio out there at the minimum or even doing Facebook audio lives, you are at least connecting with people at a space that they're comfortable with – so you're able to enter people's homes, their bedrooms, their dining rooms, their cars, their offices, and connect with them on a level that is personalized but still gives them that comfortable boundary of a screen where you're not actually in their face, right?

Having said all of that, I think that the way that you need to be looking at live streaming is really almost as a webinar. I think that you need to look at live streaming as a way to promote what you have coming up,, to talk about why you do what you do, to talk about what it is that you do without giving the way that “how” which is what I teach and membership and you really save the “how” for your masterclasses and your ebooks and your courses and things like that the people are paying for. But you definitely want to get the message out there of your “why”, your “what,” who you are because people are going to connect with that. At the end of the day, I strongly believe that my brand has grown the way that it has over the last, I would say, four months primarily because I livestream consistently primarily because people get to learn who Michael is. They get to learn my personality. They get to see me be authentic consistently. They get to see me being the same person consistently and so they feel comfortable and they're like, “You know what, I like who this person is, so let me look at what he does in his brand.” The crazy thing is not everybody in my tribe is always, again, like a client. Not everybody pays for everything. They just start to like who you are and they kind of hang around and that's fine because we know as I've talked about over the last two podcast episodes that not everybody is going to be your client, not everybody's going to move through your funnel at the same time. But even if they don't, they might know somebody who needs your services, right? They can recommend you to other people. So just being in people's worlds and sharing more about who you are and what you do, it's a great way to build that “know, like, trust” factor with your audience.

Now as far as what should you be live streaming about because that's a typical question like, “Okay, what do I say when I go live? What am I talking about?” I recommend that you share either something that's coming up or you share it like a promotion or you share a behind the scenes. I think those are the two safest places to start. Behind the scenes can kind of be, “Hey, what do I do in this situation?” “I'm struggling here” or “Here's a lesson that I've learned” and you're sharing kind of after the fact or promotion – it can be – it's not going to be salesy, just like, “Hey, I'm selling this” but it can be, “Hey this thing happened and because of that here's the why behind it I'm doing this.” One of my live viewers, Jen, said, “Do you recommend having a script in the beginning?” No. I recommend having bullet points. I do not recommend having a script like verbatim. The reason being, people can tell when you're reading off of a script versus when you're flowing off the top of your head. I understand that not everybody has the gift of public speaking, but at the end of the day if you're going to start a business you're going to have to pitch yourself to customers, a variety of different stakeholders. You have to be willing to get up and put yourself out there even if it's not your natural bent, even if it's not something that you love to do on your own. You still need to get out there in public and speak. Having said that, I actually think it's really wise to have some bullet points to know what you're going to talk about. Don't just get on and start randomly randomly talking, right? But at least know, “Okay here is my why, here's my big idea, here's maybe three talking points and I'm just going to kind of vibe with it.” Jen said, “No, definitely not verbatim.” So we're in agreement there Jen but I do agree with having bullet points. I do agree with knowing what you're going to say, not just hitting live and then winging it right.

I have some other tips I'm going to share about live streaming I'm actually going to be talking about live streaming for the next three or four episodes every week. I'm going to be sharing more about techniques when you go live and topics and things like that in future episodes. But for tonight's episode I really wanted to hit on why is life assuming important and the bottom line is that you are your brand. It is just the truth. It doesn't matter even if you're running a small business with 20 to 50 employees and you're making a few million a year. They still want to know who the president or the CEO or the owner is. They still care mostly about that person. That person's brand is what really pushes the business brand forward. At the end of the day we're in the age now of personal branding not of just following a logo or a business name, but actually following the person behind the brand. If you're going to put yourself out there as a business owner, it would be to put yourself out there as the business owner by live streaming, being on social media, and kind of being the face of your brand.

If you have any questions about live streaming, I want to encourage you to join The Content Crew. You can literally go to michaeltatonetti.com and it is the very top link to join or you can go to facebook.com/groups/thecontentcrew or just search Facebook for “The Content Crew.” It'll pull up as The Content Crew with Michael Tatonetti. When you go in there, you can drop any questions that you have for the podcast and just tag me in it and I will add those into the podcast queue.

Otherwise, tonight's episode of The Purpose Academy Podcast is brought to you by Content Builders which is my monthly membership where we talk sales funnel content, marketing, branding, all of those great things on running your online digital business.

Until next week, y’all have a great week and again I look forward to getting more questions from y’all. Bye.

The Purpose Academy Podcast, Episode 005: How do I effectively move clients through my funnel?

Resources:

Michael's Website
Purpose Academy
The Content Crew Community

Transcription:

Welcome to the Purpose Academy Podcast, Episode 5.

Hi everybody and welcome to The Purpose Academy Podcast Episode 5. This is Michael Tatonetti, your host.

I am excited for tonight's episode. This is actually the first time that I'm going live on Instagram and on my Facebook page as I record The Purpose Academy Podcast. Normally I only go live for this in my Content Crew group, but I decided this week to switch it up and open it up to everybody. I'm really excited to be here with you all tonight as we dive into tonight's episode. A quick note for those who are watching live and have come in since I started recording, you're going to see me recording the podcast tonight and it will be out on iTunes next week for you to download. My question tonight comes from somebody in Content Builders, which is my membership group and this question came from Jenny. Jenny asked, “How do I effectively move clients through my funnel?” That's what I'm going to tackle tonight and teach on for about 10 minutes for the podcast.

When it comes to moving clients through your funnel, the first thing is that you need to have steps in order to the funnel so that people have something to move through. It cannot just be random that you're saying, okay, you opted into this email and then you're manually tracking them down or you're manually following up with phone calls and emails and randomly telling them “this is the next thing” even if it's not the next thing. You need to know first and foremost, you need to be able to take a step back as a business owner and you need to be able to say. “Here are the steps. Here's the customer journey.” This is the sales funnel that they're going to progress through.

Now some of your clients may skip some steps because I've had this happen myself where I have my opt-in, I have a tripwire, and then I have some low level and then some high-level offerings. I've had one person come to me skip the opt-in, the trip wire, they paid one $100 for a quick consult and the next thing I knew they signed a four-figure contract within a month for a private project, so they kind of skipped some steps. That can happen when your “know, like, trust” factor is strong and you've built a positive rapport with that person. But not everybody is going to do that, right?

That's a great client when they just come through but not everybody will do that. For some of your clients, they're going to need to slowly progress through. What you need to have is automated systems. That's really my biggest answer to this. The way that you effectively move clients through your funnel is when you know the map of the funnel, when you know the customer journey. The biggest thing for me is you need to have two things in place that are automated. The first is your email marketing. The second is your social media.

For your email marketing, you need to have a clear sequence, a clear customer journey sequence, within your email marketing where you're walking them through periodically to remind them of that next step. Here's what that might look like at a high level, when somebody opts in to one of my three opt-ins that I have, they're going to get five email sequence over a period of about two weeks. I email them about every other day, every two to three days, with kind of some pushes, some extra bonus tips and reminders of what the next step is. After that two week period, they're going to just start to get one email from me every week which is my weekly newsletter.

They're also going to get reminders about once a month, every two to four weeks about that next step until they progress to that next step. They might get them every two weeks and every four weeks, then it might dwindle down to quarterly. They're still going to get the weekly email from me, so they're still hearing from me. But the reminder for the next step is going to come gradually and kind of in that manner. From there, the other thing that you really need to have – and you should have that for each step so from opt-in to tripwire, from tripwire to your low-level offerings, to your mid to your high VIP, whatever your funnel looks like. You should have these email sequences set up and tags in a way that as they progress through, they're getting out of that one sequence, so you're not emailing them a year later saying, “Don’t forget to buy the tripwire when they already did, right?” You need all of that automation set up.

On the flip side, the other big thing for me has been social media and I actually – I'm not going to lie, I have not been one to use my email in the way that everybody teaches. I email my people once or twice a month. I have a new system that I'm rolling out for September, which is what I kind of just shared but honestly I'm not emailing the left and right like that. For me, social media has actually been my biggest win and the way that I do that is by – so kind of moving them to that customer journey what I do is about half of my posts tend to be around my freebees, my opt-ins, free resources. For me, I'm promoting The Content Crew which is my free Facebook group, I'm promoting my opt-ins, I'm promoting my podcast – things like that, my free stuff that they can get. And then the other half is kind of my paid offering. I do use some of my mid level and then like twice a month I'll hit on my high level stuff. What that does is it reminds people. It keeps it on their mind like, “Okay, Michael offers this.” Yes I've subscribed to the podcast. Yes I'm in The Content Crew, the free Facebook group, but maybe I haven’t purchased anything yet and then they see that that Instagram or Facebook post once every 10 days about a strategy call. They say, “You know what, let me pay you the $100.” That's my current rate – so if you're listening to this here from now don't come back to me and say you want it for that rate – But, “Let me pay that $100 for 30-minute strategy call around my content, around one big hurdle that I'm having.” – Right? So that “He can help me overcome the obstacle.” That kind of reminds them.

The same with the VIP day, I had to increase in August for VIP days and I made a post saying that – and I told both of them I only had one day. I said, “Whoever comes first gets it.” I had a post already scheduled because I schedule my social media about a month out now. My social media is not responsive to what's actually happening that day. it is is planned content, but I had a scheduled post that said, “Hey, I've only got this one day left. If you're interested for August, make sure that you sign up.” And one of them was like, “Oh yeah, let me hurry up and get on it.” And that triggered them to message me one of the two. They stepped up. They paid. They booked it, right? It was like a reminder or a gentle push without me actually reaching out to those people and saying, “Hey, don't forget.” By using your social media, by using your email marketing, you can kind of nudge, you can remind people so there should be an actual sequence in your email that moves them to the next step. But you also want gentle reminders to your tribe of what you offer and what you have, right? Because at the end of the day, that's what's going to kind of push them through the funnel and make them go, “Oh yeah, I'm ready for that next step.”

Now the last thing that I want to say for tonight's podcast is this. Not everybody is going to move to your final in the timeline that you desire and you need to be okay with that and here's why. Because it is not about you and it is not just about the numbers, a lot of people will teach – well, if you have percentages, they'll say, well, if you have 100 people on your email list and you can convert 20% of them or 30% of them into a free offering, an extra free offering like a challenge for your next paid offering and then you can convert half of them into a tripwire and 10% percent of them into the actual paid offering or whatever, they treat it as a numbers game. And yes, I do believe in being strategic because I actually do a level of math and statistics in what I can expect for conversions, right? That's wisdom.

However, not everybody needs everything that you have to offer at every point in life. Some of my people will take a masterclass and they'll implement it within a week and they're ready for the next thing. Other people might take a month or even three months to implement and you can judge people all you want, but at the end of the day, those are your customers and it is not your job to judge those people. It's your job to serve them and love on them and then bring them along as they're ready especially when you're working in the online space and you're serving people who may not be doing their entrepreneurial job full time, if they're holding down the 9-5, if they've got kids and the spouse and all of that, they don't have time all day every day just to implement everything, right? That's a common issue that my people bring up that are 9-5’ers that are transitioning into entrepreneurship, is the fact that it's a struggle for time, right? Which means it's a struggle to learn. It's a struggle to implement. So don't judge your people because you can become hardy [0:08:49] You can get to a point where you're like, “Why haven't they moved through” and “I'm over them” or whatever. Don't ever look at people that way. I've had people that I've done, back when I did free discovery calls, that I did a discovery call with and nothing happened and then they popped up two months later, three months later, and now they're paying clients. Some of those people are doing jobs I'm doing for them that are four-figure jobs. One of my clients, without naming names, we did some free calls and things like that, and now they're getting ready to pay me for six months of coaching upfront after Labor Day. That was a seed well planted.

If I would have looked at it like why haven't they moved through in like in a hardy way, then I would’ve lost out on that customer. You can say the wrong thing because you assume and you know what assuming does and you don't need to do that. What you do need to do is love on your tribe, learn what they need and build your pipeline. I did a great live video on building your pipeline last night. It actually related a lot to this episode tonight and I didn't realize the topic I'd already picked for tonight's episode what I did last night’s live, but it ties in well. If you're catching the podcast, you can go to my Facebook page, facebook.com/mtatonetti or go to michaeltatonetti.com and click on the Facebook icon at the bottom and you can find that livestream from August 22nd where I share a lot more valuable information on this.

At the end of the day, what I want you guys to walk away with as I close out tonight's episode is, you need to have systems in place to move your people through. In order to have that, you need to know the journey that you're taking them on. You know those hot Instagram pictures where someone's holding the hand and they're running off in the distance, that's kind of how you are with your clients. You're holding onto their hand and you're leading them. You're guiding them in the direction that you want them to go. But be gentle, be patient with everybody on the timeline that they're ready for and I truly believe in provision and I truly believe that people will move through the final in the right time. As you build up your pipeline over months and over a year and beyond that, that it's all going to kind of work out you're going to hit those metrics in those numbers. But everyone's not going to statistically move through because they're not robots, so everybody may not move through your pipeline in the exact time frame that you want. They may move on their own schedule and that's fine. But when you love on them and you treat them well, they're going to stay with you. If you come at them crazy and talk up the side of your neck, then they're going to leave you bounce onto the next person that can do exactly what you do. Please remember customer service when you're talking about moving people through your funnel.

That's what I've got for tonight. I appreciate you all for tuning in to tonight's podcast, Episode 5 of The Purpose Academy Podcast. You can subscribe on iTunes, just search for The Purpose Academy Podcast. If you're listening to this on iTunes, please go ahead and subscribe and rate us a five-star rating, so that we can continue to move up the charts. We are at about 100 subscribers already in about three weeks since we launched the podcast, which is exciting. Otherwise, for more great information like this, you can join The Content Crew, which is my free Facebook group and I answer questions like this every day in there. Just go to facebook.com/group/thecontentcrew or search Facebook for the “content crew” and it will pull up as The Content Crew with Michael Tatonetti or you can go to michaeltatonetti.com and the link is in the very top bar on the website.

Otherwise, I will see you guys on next week's episode of The Purpose Academy Podcast. I hope you all have a great week. Bye.

The Purpose Academy Podcast, Episode 004: How to move forward if no one is buying your products/services.

Resources:

Michael's Website
Purpose Academy
The Content Crew Community

Transcription:

Welcome to the Purpose Academy Podcast Episode 4. Hey everybody, welcome to the Purpose Academy Podcast. This is Michael Tatonetti, your host, and you are now tuned in to Episode 4.

I am really excited for tonight's question. Tonight's question is coming from one of my Content Builders and Content Builders is my paid Facebook group where I have all of my masterclasses and I teach one to two new classes every month, I do office hour – all that good stuff. We have the private Facebook community, of course everything that you would expect from membership. And one of my Builders actually has quite a few excellent questions this week and so I plucked one of those out and decided to use one of their questions for this week's podcast focus. So without further ado tonight's question comes from Jenny. Jenny has been with me for quite awhile now. She is from the UK and she had a great question.

Jenny's question is, “How do I move forward if no one is buying my products or services?” So kind of “What do I do?” Like, I've put some things out there. I've made products. I am offering some services, some solid coaching programs but no one is buying them up. What do I do? And I love this question because many times people go into entrepreneurship and think that they automatically are going to be a hit right out of the gate and they're not going to need to work on much. They're like, “I've got this great idea. That's all that I need, right?” Wrong. There's a huge thing where you actually need to be able to prove the concept for your business and that includes making sure that there is an audience for it. That includes making sure that that audience is willing to pay for what it is that you're offering, making sure that your pricing is correct, making sure how you're packaging it makes sense. There are so many things that go into it. So I do have a great answer, or at least what I think is a great answer, it's what I coach my folks on, and I tell them that there are two main things that you need to look at.

So when products and services are not moving, and what I mean by “moving” is they're not really selling or they're not selling at all, before you just go rip them down and rework them and relaunch, I want you to look at two things. These two things are what I'm going to talk about in today's episode.

The first thing that I want you to look at is going to be your branding and marketing. Because at the end of the day, you can have an excellent product, you can have an excellent service, but if you're not telling people in a way that they can catch, if you're not communicating it to the right audience, they're never going to know that you exist. There are so many people in the digital space who are going to do things pretty much the same way that you do them and it is up to you to differentiate yourself, to find the people who are drawn to you, your tribe, and who are going to “know, like, and trust” you and make sure that they're purchasing from you.

So the first thing that I always recommend when your products and services are not moving is before you go switching up the whole game, do an audit of your brand, do an audit of your marketing and your sales. So things like are you posting some great stuff on social media but you don't actually have a great website and landing pages, sales pages, where people can quickly and easily just go and make that purchase, because if you're making it difficult for them, they're going to keep on moving; or things like are you using the right hash tags, the right captions, the right images, do your images on social even look appealing to your audience. As far as your sales strategy goes, are you clearly communicating the benefits, the pain points, are you hitting on those in your copy. You want to look at all of that stuff because you may actually have a great product or service, but the way that you are packaging it the way that you are selling it, is not coming across in a way that your target audience is going to receive. So you want to make sure that you're talking their language and that you are targeting them well.

The second thing that I recommend that you look at if your products and your services are not moving is your pricing. If you are communicating everything well, your copy is on point, your social media images are on point, the hashtags are grabbing the right people, they're liking, they're commenting, you're building engagement, you're building “know, like, trust” factor, but no one is converting into a sale then that could very well mean that it is your pricing. So with your pricing, you want to make sure that it's competitive, that you're clearly communicating the return on investment. Now how do you know which one it is? Before I go deeper with return on investment, I actually kind of want to take a step back now that you know the two things to look at and say, “How do you figure it out?”

Well, if you're posting and nothing is happening as far as engagement, nothing is happening as far as people opting into your freebie, then more than likely it's your marketing and your branding. But if people are engaging, if people are moving into your funnel just not through your funnel, then more than likely it could be your copy but more than likely I start looking at pricing at that point.

When it comes to your pricing, you want to make sure that you're clearly communicating your return on investment, your ROI, and your return on investment is simply what you're explaining to your tribe that by you paying this, you're getting this from me. So it's not you're paying $1,000 and you're getting a course, it’s you're paying $1,000 and you're gaining the knowledge of how to completely, let's just say, launch your own course or write your own book, and by writing a book, you're establishing yourself as an authority. You're selling you're establishing yourself as someone that people can trust as a thought leader. You're going to sell that book. You're going to make a $10 royalty on every book and so your goal is to sell 100 of those books and you’ve made your money back, right? If you can't sell these 100 books you shouldn’t be writing a book. So, that's the return on investment. If you're not clearly communicating that in the copy or if the price doesn't reflect that return on investment, if you want somebody to pay you $10,000 to DIY their own book, probably not worth the time and the money that they have to put into it. But if it's $1,000 to learn how to do it themselves, that's worth it. If they're paying $5,000 hours for you to do the editing and formatting and book cover for them and coach them through writing the book that's worth it, right?

Now people may not be able to afford that and that's fine. That doesn't mean that your pricing is off just because everybody can't afford it, but is that ideal client – for me, like with my book coaching program, I want people who are already established as entrepreneurs, who are already selling products and have a tribe so they have someone to sell to typically. And therefore for them they can spend $5,000 on a program where I walk them through everything and I hold their hand and then I do all the formatting and editing and book cover and all that for them and publish it for them. For that, that makes sense.

So those are the two things. Jenny's question again was, “How do you move forward if no one's buying your products or services?” The first thing is you need to check out your branding and your marketing. Are you building the “know, like, trust” factor? Do you even have a tribe? Are you clearly hitting them? And then if so, if you have a tribe but nobody is buying then, are you pricing it right? Are you clearly communicating the ROI? Are you packaging it up in such a way that they say, yeah, it makes sense to spend $1,000 on this iPhone because I know I can basically run my business from this iPhone on the go, or it makes sense for me to purchase this credit recovery service because I know if my credit score can go up so many points, I'm going to save money on my mortgage, I'm going to save money on that next car note, I'm going to save money on interest across the board, or I'm finally going to qualify to buy a home and therefore I can stop wasting money renting, right? So you have to be able to communicate the ROI.

So those are the two things I recommend that you look at when your products and services are not moving. Check out your branding and marketing. Check out your pricing. If those are fine then chances are people are buying but then they're not continuing, and if they're not continuing onto the next thing that could mean that your content was wack. And that's when you need to go back and make sure that you have solid sales funnel content and that you're actually making something that is impactful and makes sense and is strategically done. Okay? You don't just want to randomly make stuff and sell it and then it's crap. So that's my answer to Jenny tonight.

That was a great question from Jenny for this week's episode of the Purpose Academy Podcast. And again, this week's episode is brought to you by Content Builders. Content Builders can be found a purposeacademy.co and that is my monthly membership program where you get access to all of my masterclasses, one to two new classes every month plus an office hour, and I’d help move you in a group setting through building solid sales funnel content, so that you can build your digital empire.

So for more information, head to purposeacademy.co or michaeltatonetti.com, otherwise I look forward to seeing you guys in the Content Crew which is my free Facebook group and until next week, make sure that you submit any other podcast questions to me in the Content Crew.

I look forward to seeing you then have a great week. Bye.

The Purpose Academy Podcast, Episode 003: How Often Should I Update Content?

Resources:

Michael's Website
Purpose Academy
The Content Crew Community

Transcription:

Hey ya’ll. Welcome to the Purpose Academy Podcast. This is Michael Tatonetti, your host and you are now tuned into Episode 3 of The Purpose Academy Podcast.

On tonight’s episode, I'm answering a question from The Content Crew, which is my free Facebook community and you can find it on Facebook. Just search for “The Content Crew” with Michael Tatonetti or you can find it on my website michaeltatonetti.com. But I had one of my Crew members ask a great question yesterday and this wasn't even submitted as a podcast episode, but it was just such a great question that I wanted to use it specifically for the podcast this evening because it's a question that I don't think many people think of to ask, but it's one that they should be asking and it's one that we should be intentionally thinking about.

This Crew member asked, “How often should I be going back to review my evergreen content in my sales funnel?” So this person in particular had some eBooks that she had created and she was basically asking, “It's been a few years. I haven't looked at them. I haven't touched them really. I know they're outdated. But what should the process be? What should I actively be doing when it comes to updating my old stuff?” So I want to answer that on tonight's podcast episode because I actually have a systematic approach that I've always used with my corporate clients and in my own business and I think it's just a great practice for everybody to have in their own business. Of course you can take this and tweak it to whatever works best for you, but I definitely think that there needs to be some type of a system in place.

What I recommend to all my content creators is an annual review of your big stuff. So what I specifically do is I block out one week every year where I go through all of my evergreen content that are big things. I'm talking like masterclasses, courses, major things that I'm selling that are big income streams for my business. I recommend taking that week and going through all of the material yourself, and yes, that can be a little bit boring because you're really listening to yourself and we're our own worst critic and we don't like listening to our voice and on and on and on. But at the end of the day, if you can't listen to it and find the value in it and find value in it and find room for improvement or ways that you can expand even upon it maybe the content as you're viewing it is still good, but maybe you need to add a module or maybe you need to add some worksheets or an addendum to it. Maybe you need to completely revamp that model or the entire course or whatever the project, whatever the content is that you're reviewing. So I recommend blocking out time.

Now how much time and how frequently will depend. Again, I recommend for the big stuff one week per year that you just kind of block out, you know that you're not doing client work or creating anything new that week. What you're doing is you're reviewing your old stuff. You're going back through it. You're checking for anything that you need to add on so that the total bundle stays fresh or you're making notes of what you need to completely redo. And then you can go and work on it in the following weeks and update and refresh things as time permits.

Now for little things like opt-ins or low-level tripwires, your really basic stuff, you can review that annually as well or sometimes what I'll do is really every six months you could do every quarter, but like every three to six months our view those and I'll go, “Okay, how’s this opt-in looking? How is the free masterclass looking? Are people still registering?” Also, I look at conversions like, “Is it still converting people or moving them deeper into my funnel.” Because if people are registering but then they're not signing up for the next step, that tells me that there's a disconnect. So not only is it a great time to review the content and make sure that it's still good and it's still valid, but it's also a great time to analyze your funnel and how are people walking through it to get to the higher end products or services that you're offering. So I tend to check my lower level stuff quarterly if not every six months and then I always check my big stuff annually. And again even for my corporate clients, I check their stuff annually and I say, okay, let's do an audit. What's missing? What's new in the industry? What else do people need to learn to make sure that we're filling any gaps that may exist because information is constantly changing and as an infopreneur as someone who is selling a message and communicating like knowledge, things will change within whatever it is that you're even teaching, so you need to make sure that it's current, that it's fresh. You're also checking for the technology like, is the technology that you recorded with still good? So for example there have been some masterclasses that I've recorded and then I look at them later when I do an audit and I'm like, the video quality is no longer that great. Video quality has come further in the last year or two, it’s time to re-record this. For one of my corporate clients right now, I literally have one of their faculty members redoing four classes and it's about 12 hours’ worth of content because each class is a three hour class. This is for like a professional development that they offer and they're redoing all 12 hours this year because the audio quality and the PowerPoint deck and all of that is just so outdated now, that it really needs to be revamped if they're going to sell it at the price that they're still selling it at.

So when it comes to evergreen content it's not necessarily that you're going to make something and then it's going to sit there for 10 years and sell with you not lifting a finger outside of the customer service. You also have to do upkeep in making sure that it's current with technology, it's current with information and that it's optimally moving people through your funnel onto the next step. If any of those are not the case, then you want to be reviewing it annually, if not quarterly or semi-annually for your lower level stuff that's really quick to check. And then you want to make any necessary adjustments as needed. That's also a great time if you do launch cycles to check your stuff before you do another launch.

So let's say that you have a signature course and you launch it once per year in September and enrollment opens up let's say in September. You're marketing it all summer long and then they'll say that the class actually begins October 1st. So people can sign up for one month and then they get into the class and it's like an eight week class that your goal is that they would complete before the holidays come around. Then you may want to take the time in June or May to go through the course yourself, check what's going on to see are there any videos that you need add or anything else that you need to contribute to the cause, so that before you're even selling it again and you get to that launch cycle, you make sure that everything is correct on point.

So I love the question. Again I don't think it's a question that entrepreneurs ask enough as far as how often should they be checking their stuff. I think with most entrepreneurs what happens is they'll make something and then they want to change all the time, so they don't really give things a lifecycle or they make something and then they just kind of leave it there and they never really think about, okay, how is this selling? What is the volume? Is it something that should even still be active in my catalogue or does it just need tweaking? Does it need to be taken down? So I highly recommend that you come up with some kind of a cycle for yourself where you're checking your things on some sort of cycle over a 12-month period to make sure that it's fresh, that it’s good before you go making a ton of other programs that what you're currently offering is always up to date, always relevant.

So that is going to be it for tonight's episode, Episode 3 of The Purpose Academy Podcast. I appreciate you all tuning in and don't forget to join The Content Crew which is our free Facebook group where you can be with a like-minded community that is building sales funnel content and that is all about making impact and income. Search Facebook for The Content Crew or you can go to michaeltatonetti.com to get the link or it will be in the show notes.

Y’all have a great day. Bless.

The Purpose Academy Podcast, Episode 002: What is this KLT Factor?

Resources:

Michael's Website
Purpose Academy
The Content Crew Community

Transcription:

Welcome to the Purpose Academy podcast. My name is Michel Tatonetti and you are now tuned in to Episode 2. Welcome, welcome everybody.

All right. So on today's episode, I'm getting a question from The Content Crew, which is my free Facebook group for those who are building out digital content and digital empires using their knowledge and their expertise – their genius as I like to call it. And tonight’s question is coming in from Shamaria. And Shamaria asked me if I could do a mini-KLT Factor session, because I've been talking a lot lately about the “know, like, trust” factor in our Facebook group, especially when we're talking about sales funnels, and I realized that a lot of people in my group did not fully know what the “know, like, trust” factor is. And so I wanted to go live and chat with you all about it just a little bit and specifically how I use it in my own business, how I use it for the Michael Tatonetti team, for Purpose Academy, for everything it is that we're doing here.

So the “know, like, trust” is a term that's basically used as a step before opt-ins. So this is specifically something that you need to consider as a part of your funnel. When I'm listening to a lot of people teach about sales funnels and digital empires and content, what I'm hearing them talk about frequently is kind of starting with your opt-in, like, building out your email list and having this solid opt-in that everybody is going to go crazy over and want to be a part of and then you move them into the tripwire and etc. throughout your sales funnel. But I have to tell you that the “know, like, trust” factor is actually the very first step when it comes to your sales funnel. So the “know, like, trust” factor is pretty clear in what it is, right?” The “know, like, trust” factor means that your people need to know you, they need to like you, and they need to trust you. So let's kind of dive into how do we make that happen. So the “know, like, trust” factor is going to start with things that are going to get you exposure because the first step is people have to know who you are. They have to know that you exist. It's not enough to say I'm really passionate about my area of expertise and I really want to start a business in this area and there's a market for it and people are just going to flock to me naturally. That may actually not happen. Sometimes people don't just automatically find you and start purchasing from you. It can take a little bit of time. And so the “know” factor is that you have to put yourself out there that people can find you.

So how do you do that? How do you get people to know who you are? Well, first, “old school” and I'm using air quotes for those watching the video that are not that are listening to the podcast version, but old school is blogging. Blogging is a huge way that you can specifically get people to know who you are and the beautiful thing about blogging is that it actually also gets people to find you through search engines. So if you're writing your blogs correctly and you're using keywords for your industry that people might be searching for that can help them define your blog and therefore your website so much more easily and therefore you might garner some new traffic that you haven't thought of before.

Another great way for you to actually get people to know who you are is through podcasting, so you can operate your own podcast and you can actually share valuable information and then people can search for you on Soundcloud, iTunes or wherever it is that they may be searching for specific content.

Another way which is my favorite way to build up the know factor is live streaming. I'm a huge proponent of live streaming. I absolutely love it. I intend to go live multiple times per week because it allows people to really get to know your personality and see you in the moment and then they can ask questions. They can make comments. They can give feedback and you can actually reply to them in real time. So it's almost like doing this big massive group session where you have all of these people that did not have to fly into one city or sign up for a webinar at the same time. But if they happen to be free and they happen to have your liver alerts set up where they get notified when you go live, then they can just pop right out or maybe they're just scrolling through their timeline and they happen to see you on and they decide, “You know what, I'm going to hang out and see what this person is talking about.”

So those are just some of the ways that you can build up you “know” factor. Other things can be your book. If you’ve published a book and have it on Amazon, that's huge. Everybody goes to Amazon to search for knowledge. YouTube is another huge source of you post videos. If they don’t Google, they tend to go to YouTube a lot of times especially for how-to’s, for tutorials, so that's a way that you can actually throw your genius out there and allow people to see what it is that you're talking about. So those are just a couple of the ways that you could build up the “know” factor.

Now the “like” factor is where a lot of people get hung up. Because once someone is exposed to any of those avenues or other ways, it could be somebody resharing your content. “Know” factor can also be found on social media. You just making post on Facebook, Instagram, Twitter, LinkedIn, etc. So as people get to know you and they're exposed to you, then they're going to make a decision, “Do I like this person?” And this is where a lot of people can get caught up is, they want everybody to like them. But honestly and truly this saying is beat up to me, but it's the God honest truth that not everybody is your ideal client. Not everybody is your audience. It's just like high school, right? We’re all grown now, but in high school we wanted everybody to like us and we wanted to fit in. We need to know now as grown folks that not everybody is going to like you and it's the same thing. If you can go back to high school and tell yourself, “You know what, I don't care if they like me or not. I'm going to be me. I'm going to do me and the people who like who I am are going to be drawn to that.” That's the same mentality that you need to take in the KLT factor because you need to understand not everybody is going to like you. So people are going to see your videos and they're going to leave angry faces or they're going to leave rude comments or they're going to read your blog and l eave some rude comments. People are going to be mean at times, right? But at the end of the day that's okay. Not everybody is your audience, not everybody is your tribe. But what I will tell you is this, that when you are authentic in the free content that you're putting out there for people to know who you are, then those who connect with it naturally and are drawn to your authentic self, are going to stick around. So for me, I know one of my biggest things is I like to share my faith and I have to share my genius with training content. But I also really –people know I get down and I'll share about Jesus in my stuff and I'm not ashamed of that and I don't apologize for that. At the end of the day, some people are drawn to that and some people are not, but what I do know is those who are drawn are going to have a similar bend that are probably more likely to be my ideal client and have a similar thought process as I have. Other people may not and I don't discriminate, anybody can be my client, but at the end of the day you're going to kind of know where I stand on things. For you it may be that you have some quirky hair or the way that you talk is a little bit different or you may dress a little bit differently or your thoughts may be different in your field than other people's thoughts. I tend to break convention at a lot on what other experts in this arena say. I tend to kind of share some different points of view because I have a more corporate background. And so, some of my thoughts and some of my methodologies are a little bit different. That's okay too. Not everybody is going to like who you are, but you need to embrace who you are and the biggest takeaway I can give you is be authentic in who you are. Do not try to act like someone that you're not. Don't try to act like the next person who is doing well because at the end of the day chances are what's going to happen is that those who are drawn to it are going to tell that you're fake. And then the people who really would actually like you if you put yourself out there are not going to get the opportunity to even know who you are.

The last part of the KLT factor – so it’s know, like and then it’s trust. It’s trust. So when someone decides “Okay, like you” the next step is they need to hang around for a while because they're not going to purchase. They're not even necessarily going to opt in immediately. They may opt in once they decide they like you, but they're not going to be ready to purchase something. They're not going to be ready for that tripwire, they're definitely not going to be ready for some low, mid and high level products. They have to decide that they trust you. They trust your content. They trust what you're talking about. They trust the results that you say that you can get for your tribe. They have to determine that you are consistent in your authenticity and who you are because “Yeah, I like you. But is that really who you are?” “Are you that person through and through?” So they want to follow you for a couple of weeks or maybe even months depending on the investment that your products or services asked for before they make that purchase. So you have to kind of look at it like a funnel. Again, it literally is a sales funnel but like an actual funnel in that people are going to take time to move their way down into the base of the funnel. Not everybody is going to jump right in and spend $1,000 dollars or $5,000 with you. Some people are going to hang around for a year or a month or six months before they actually take the leap and make that purchase and that’s okay. It discourages my new entrepreneurs because they go, “I want the sale now.” And they want to I start making their money now. But what you have to understand is you have to take the long view of it. So yes those people who are coming around now that aren’t purchasing may not purchase today. They may not purchase next month but in the next year, God willing, they're going to purchase from. And guess what, in the next year you're going to see other people who are just entering that “know, like, trust” factor and they may purchase a year later and what will happen is over time you're building up more and more people and you hit a critical mass. Because people who “know, like and trust” you will tell other people about you. And when they tell other people about you, those other people are going to be much quicker to agree and align in the “know, like and trust” factor because someone else is co-signing for you. So they're going to say, “You know what, my friend bought something and loved what they got. So I'm going to check them out. I'm going to quickly know who they are and then like them” and the trust factor is going to come in even quicker because I know somebody who got results or I know somebody who speaks highly of this person. So some people are going to move much quicker through that pipeline, right? But you have to take the time and massage your audience to work through that “know, like and trust” factor.

So again for me, live streaming is a huge thing for me, but that's why I'm also podcasting. I'm going on YouTube. I'm blogging, I'm spreading out my tentacles and repurposing my content in multiple ways so that people can know who I am, and that they could determine if they like me, and then they can determine if they trust what I say I actually know as an expert. And from there, they’ll move on into my funnel and if they don't, that's okay. You keep going through.

So that is the “know, like and trust” factor and it is the first step in your sales funnel. Do not let somebody else teach you that the first step is your email opt in and that email – email does matter, do not get me wrong, but it is not the first step. No one is signing up for that opt in unless they “know, like and trust” who you are at the end of the day. So focus on the “know, like and trust” factor. Focus on getting people to know who you are and like you for your authentic self and be willing to put aside any haters that don't like you and then allow people to have time to trust you. And at that point, they're ready to not only opt into an email but to start spending some money with you. Then at that point, that's when we need to talk about how solid your content is, so if they actually want to continue to move to your funnel because if they purchase something and it's whack they're not coming back. Then you just basically duped them, like you have mascot and you pull it off and they're like “What is this?” Okay?

So we're going to talk about that more in Content Builders, which is my membership, so shameless plug for that if you're not a member of The Content Builders. You can go to purposeacademy.co and join us there. It is my membership program. You could sign up for monthly or annual membership. You will get access of my master classes and I actually walk you through these things that I'm teaching lightly in the podcast in a much deeper way, so that you can build up your sales funnel content, otherwise until next week's episode. I want to thank you all for tuning in and I look forward to talking to you next week. If you want to submit your question for the Purpose Academy Podcast, make sure you go join my free Facebook group, The Content Crew with Michael Tatonetti on Facebook. Just search for “The Content Crew” or you can go to michaeltatonetti.com or purposeacademy.co and click on the link for my free Facebook group. Every Tuesday I ask for a question to record the next day, so your question can be picked. Have a great day y’all. Bye.

The Purpose Academy Podcast, Episode 001: How Many Steps Should I Have In My Funnel?

Resources:

Michael's Website
Purpose Academy
The Content Crew Community

Transcription:

Hey, hey, hey everybody and welcome to the Purpose Academy Podcast Episode 1.

I'm Michael Tatonetti and I and super excited to have you all here with me today for the very first episode of the Purpose Academy Podcast.

So tonight I'm going to be taking my very first question from two of my steadfast members of The Content Crew Facebook group. The first one is Terassah and the second is Candace and they both asked the same question, so I wanted to hit that up and answer it very clearly for y’all so that I can serve you well.

So tonight's question is simply this, “How many steps should I have in my sales funnel?”

So this is a great question because a lot of times people who are just figuring out their sales funnel, especially for the first time, can struggle with what should I do, like, how do I keep this or that it isn't too complicated and then at the same time keep it moving along so that it's active for my audience, for my tribe, right?

So here's what I want to recommend when it comes to steps in your sales funnel. The very first thing is you need to be able to determine what is the end goal? You need to know how are you best serving your people because it may or may not make sense for you to have a five- or a ten- or even twelve-step sales funnel. What may make the most sense for your specifically is to have just two or three or four steps to keep it very simple at first and keep you moving along on the right path, the right trajectory.

The next thing that I want to share specifically with you all, is that it depends also on how new you are or how far out you are from starting out with your sales funnel. So when you're first starting up with your sales funnel, you actually don't want it to get too complicated and I really recommend that it's pretty simple and straight to the point. The way that I would do that is I would define what is your current end goal for your audience. So what do you currently want them to sign up for or do that is going to make the most impact and make the most sense with your time. So if right now your biggest goal is to do more one-on-one work, which can be tiring, but everybody says, “Oh go courses.” But when you're first starting out, a course may not make sense. It may make sense to focus more on clients or on doing some one-on-one work or even some group coaching work. So if you find that that is kind of your end goal to start out for the next quarter or two, then I would start with that as end game and figure out how do I get people into consultations or into this group coaching program. If your end goal to startup is that you want to launch, let’s say, a Mastermind, how can you move people towards that? If your end goal is, how can I move people towards maybe a workshop or a live event that I'm doing, how can you move them towards that? What I would do is I would at least set up a three-step sales funnel at first. So the first one would be to go out with the current end goal is. Again, this is not going to be your end goal forever, you can change, you can switch it up. But for that first end goal, what do you need to do to get people there and you need to put yourself in the shoes of your ideal client and you need to be able to say, “Okay, if someone comes to me and they are brand new, what should be the first step?” And here's how you do that, I would take whatever the end game is and I would actually extract some of that information. So let’s say that the end game includes a four-week coaching program and you want people to sign up for one month of coaching with you.

If you have a four-week program and you cover ABCD in there over those four weeks, I would give a teaser for A or B or C or D and make that kind of a tripwire, so that people get to know and get comfortable with you. The other thing that I would consider is if you’re doing, let's say, if you're doing a coaching then it would have to be like a Masterclass or something in live, so that they can actually see you. Basically you want to mimic the environment that you're going to be creating anyways for them in the end goal. So if the angle is a course, then it can just be like a masterclass or an e-book because it's not as personable. But if it's something where they're actually working directly with you, then let that work with you throughout the funnel to the best of your ability. Scale back your time but give them some kind of access where they can see and hear you simultaneously and not just read something from you. And then from there, always have an opt in.

So like step one is always going to be an opt in. Step two would be some kind of a tripwire. Step three is going to be end game. So you can start with this simple enough funnel like that and work people through it. Now as time goes on, you're not going to want to invest a ton of your time into working on one-on-one with clients. Your goal is going to be that you build up your lower level offerings in a way that can meet the masses, so that you can hit your audience and hit the majority of your audience who's going to pay this lower level price because not everybody is going to move up and pay VIP pricing. For you if you're high end offering is $10,000 and your low end is $1,000 you're going to have the majority of your people at the $1,000 level and then less and less are going to move up towards that $10,000 benchmark. If your low end is $100 dollars and your high end is $1,000 It's the same principle.

So you want to be able to eventually make it where your lower level stuff is going to hit the masses and maybe it's something that you've recorded and then you walk away and you're done and you don't really have to touch too much. This way they're getting great value and you're done doing the heavy lifting, right? And you're going to want to save your heavy lifting for your high-end VIP clients. But when you're first starting out, you might start with just a simple three- or maybe even four-step sales funnel. Now, when you get advanced, I want to go to my advanced folks because I don't just want to focus on entry level beginners because we're all moving towards advanced practitioners. So as you advance and you get more complex with what you're doing in your sales funnel, to me that's what I can see a five or six or even more level sales funnel. What I would recommend is not going over eight or nine steps in your sales funnel. What I actually recommend is diversifying your sales funnel, not just adding tiers just to add tiers.

So what do I mean by that? Let's say that your sales funnel has an opt-in, let's say that it has a tripwire, a $100 product and then a $500 product – let's just go low-end, okay? What I would do is instead of then saying, “Okay, now I'm gonna have $1,000 and then a $5,000, and then a $10,000” and scaling it where it’s huge because then people will feel like “when do I stop?” or “when do I actually get my full value from you?” So if your goal is to be a lower level like, $500 or $1,000 and less sales funnel and you want to reach more people by doing that, great. Instead of adding on the $5,000 and the $10,000 offering what I would recommend is have your high level, so if it's $500 or $1,000 dollars have that kind of be like a signature offering and then at your lower levels like your $100, your $50 or whatever diversify there and add multiple options.

Because here's the other thing that you have to consider with your sales funnel. Some people will opt in, some people will buy a tripwire and then they will stop. Because even though it's good and they want to advance to the next thing, maybe it’s not the right time, maybe they don't have the money, maybe for them they haven't bought in enough yet, so they may need a little bit more pushing. And that's where if you have a second trip wire or third like priced in that tier, they might be able to come back a month or two later and you can nurture that lead through your email marketing and say, “Okay, I know you bought this and I want to introduce this to you.” If they have not bitten the next step, like the next higher cost item, then you can send them an email without saying, “Hey, you're cheap” and like, “You're not buying the next thing.” What you could do is say, “Hey, I noticed that you're stagnant and I want to continue to serve you. So I have this other masterclass for $97. If you're interested, I would love to have you in. Here are the benefits of the class. Here's what you're going to learn. Come on and join.” And then they may take that second one and go, okay cool. Now I'm ready for the $500 product or the $1,000 product. So what I would recommend in a huge sales funnel, and again this like a quick answer, but what I would recommend in a huge sales funnel of multiple steps is beef up your opt in, tripwire and low level offerings. So look at how many offerings you have as a pyramid, like, less offerings as they become more expensive and you have more at the low level end. The other nice thing about that is as you update your opt-ins and your tripwires frequently, that's going to help with lead nurturing because some people of course if they come to you and they've never seen this opt-in before, cool, but again for those people who are stuck by having a variety, some people may stay at that low level but eventually they're going to start moving up. Some of them will move through your funnel and therefore get to be your VIP clients. And that's really the goal of a funnel, is a natural progression to working with you one-on-one or in a very small group setting at a higher cost. So you want to find out who your tribe is and if they can financially afford to move up and attract that ideal client, but you want a variety of offerings at the base of your sales funnel, not to confuse them – you don't want to give them so many options that they never move up, but you also want to give enough because one may not be enough. One tripwire, one opt-in may not be enough to move them and progress them through.

So that's what I would recommend as far as how many steps and I've even included a bit of diversity. Of course I'm always recording the podcast live, so if anybody has any questions, feel free to drop them in the comments here in our Facebook group. As I wait for any questions before we wrap up, I do want to share of course that tonight's episode is sponsored by The Content Crew. The Content Crew is my free Facebook group. You can go to facebook.com/groups/thecontentcrew or you can just simply search “The Content Crew” in Facebook and it'll pull up The Content Crew with Michael Tatonetti or you can go to michaeltatonetti.com or look at the show notes for the link to the Facebook group.

I want to thank you guys for tuning into the first episode. I know it's only going to go up from here and I look forward to working with you all and seeing you all in The Content Crew Facebook group.

The Purpose Academy Podcast, Episode 000: Welcome!

Resources:

Michael's Website
Purpose Academy
The Content Crew Community

Transcription:

Welcome to the Purpose Academy Podcast Episode 0

Hey y’all and welcome to the Purpose Academy Podcast. This is your host, Michael Tatonetti. I am so excited to have you on this very first episode of The Purpose Academy Podcast.

The Purpose Academy Podcast is going to be a place where creatives are here to make impact and income. We are a tribe that was birthed out of The Content Crew, which is my free Facebook community. And in The Content Crew we are specifically always talking about sales funnel content, branding, and marketing. We have a lot of people in there who are self-publishing books, and they're basically all people who have a message or something that they want to share. And they're basically infopreneurs and they're getting that message out there to their tribes and we are a supportive community.

The way that the Purpose Academy Podcast was birthed, was I would constantly get some really great questions that I thought, “Man, I need to capture this and bottle it up” because I was answering these questions and yet it would sometimes get lost in the group. And so, we decided to start the Purpose Academy Podcast and it's not named after The Content Crew. It's actually named after my online school, which is called Purpose Academy and you can find it at purposeacademy.co and in Purpose Academy that’s where I house my membership program and all of my online courses. But really, we wanted to name the podcast after Purpose Academy because we believe that everything that we do is with purpose and intention and that it's for something that's a greater good than just making income. That's why we say it's all about making impact and income.

So I wanted to introduce myself in this episode because you're probably like, “Okay cool. All of that's great, but who are you?” My name is Michael Tatonetti. I am a speaker, I'm a best-selling author, and I'm a training guru. And basically, I have a strong professional background in education and training and development. So I started out working in Higher Ed, and then in K12 as a teacher and I worked my way up to being a principal of a K8 school. I'm a former educator and had these responsibilities over curriculum and assessment and it was basically all instructional design. I slowly pivoted from the education realm over to the training and development realm and became basically an executive of a global association, where I was managing online courses and sales funnels for them and managing large corporate accounts where they're signing up for our training, and running conferences on multiple continents and therefore multiple countries throughout the year, and picking these speakers and just all of this good training sales funnel-type of content. So it's all online, it's speaking at conferences, it’s publications, and I basically took all that knowledge and I found this little online world of people who were trying to package up their purpose and their message and run their own business as a successful entrepreneur.

What I found when I came to the online space, originally I was not going to teach the sales funnel training stuff that I do teach. Originally, I was going to come in with my own brand, my own kind of service and product line that was not related to training and development, but what I found as I started to work on my own business, which was more focused on professional development and career, was that a lot of my peers, as I began networking, they weren’t making great content and there was a lot of conflicting information out there and it was lacking. And so, I slowly started to give advice like, “Okay well, you know, this is how I'm doing my sales funnel or how I'm doing my thing” and I just kind of brought that corporate and educational background in, and adult learning theory, and just different things. So it wasn't just like, “Oh, go sell course because it's the hot thing to do” or “go sell an e-book” or whatever. I really brought in this solid background and what happened was they started asking to pay me to do it. And so, my original business was there and it was making a little bit of money, but nothing great. And slowly but surely, I actually started to make some really great money by helping other entrepreneurs with their sales funnel content.

And so, that's kind of how my business was birthed and I tied it into this whole alignment of purpose and doing meaningful work, which was my book that I wrote – Do Meaningful Work – and I have Purpose Academy, which was already the name of my academy since I was focused on finding your purpose within your work. I translated that over to The Content Crew, which is the Facebook group, and Content Builders which is my membership program and everything I do under The Michael Tatonetti Team. Because what I realized is I really like to work with purpose-driven entrepreneurs who truly believe that they have a specific message, and a lot of them are faith-based, but it's not required, but a lot of them have a very strong conviction that they have a solid message to bring and they want to get it out in a way that that's done with excellence and professionally.

And so, that's kind of how I transitioned into this entrepreneurial world. So basically the premise now for Purpose Academy Podcast is every single week in The Content Crew, which again is my free Facebook group, every week on Tuesday I will ask my tribe what questions do you have like, “throw me some questions,” and I pick one of those questions and I was always answering. And so now basically what we're doing is I'm answering them on Wednesdays live in the group while I record this podcast. And then the following week the podcast will come out on iTunes and on my blog and YouTube and I'm going to transcribe it for LinkedIn. So it will come out in other places as well. But to catch it live and to catch it first, you have to be in The Content Crew. But basically I was like “I can't just keep answering these great questions” but then it just stays here. I thought this is a great way to get my brand out there but to serve and to help other people, so if you are someone who is making digital products and content, writing a book or speaking any of those infopreneur-type things, then I think this is a great podcast for you and I'm glad that you found it and I'm definitely looking forward to serving through this mechanism of a podcast. It's been on my heart for a while to do one, so I'm so excited that we are here and we are on iTunes and we are published.

So definitely, if you like to get in touch with me, my website is michaeltatonetti.com. You can also go to purposeacademy.co for my digital products or you could follow me across social media, my handle – I'm most active on Facebook and Instagram – and my handle is @mtatonetti, or you can join The Content Crew and that is where I am most active is my free Facebook group and that is at facebook.com/groups/thecontentcrew or you can just go on Facebook and type in “The Content Crew” and it will pull up as The Content Crew with Michael Tatonetti.

I look forward to getting to know ya'll and working with ya'll and serving ya'll as we're trying to do some amazing things where we are simply creatives that are here to make impact and income.