Ed Dale, Secrets to Finding The Pains, Gains and ‘Jobs to Be Done’ Your Clients Are Begging For

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00:00
welcome to funnel hacker radio podcast
00:03
where we go behind the scenes and
00:05
uncover the tactics and strategies top
00:07
entrepreneurs are using to make more
00:09
sales dominate their markets and how you
00:12
can get those same results here is your
00:14
host dave woodward hey everybody welcome
00:18
to funnel hacker radio I am way excited
00:20
today I had the opportunity of really
00:24
talking to a guy I have known about for
00:26
years and was just recently introduced
00:29
by Adam teased on her team and again I
00:31
want to first of all welcome real quick
00:33
mr. ed Dale ed thank you so so much for
00:36
being on the call with us today oh my
00:38
pleasure Dave big big funnel fan well is
00:43
this kind of fun just uh just talk to
00:45
just before we’re kind of getting going
00:46
here if I think you know what this is a
00:48
guy who has been around for a long time
00:50
online and offline as well but it’s just
00:53
that’s a crazy crazy stuff like so how
00:55
would you like me in addition you know
00:56
what best thing is I’m just a good ol
00:58
country boy from down in beechworth
01:00
Australian so it kind of sums up exactly
01:02
what you’re like and I just I’m super
01:04
excited today just kind of go through a
01:06
lot of the stuff that you’ve been doing
01:07
things you’ve learned things that work
01:09
for you again I’ve seen your blog i’ve
01:12
been on your blog many times i get real
01:14
quick for those of you guys who haven’t
01:15
i’m going to just say it real quick here
01:17
and that’s ed Dale so it’s ed and then
01:19
da le Co definite place you want to get
01:23
some additional coaching consulting and
01:25
most important just reading this blog
01:27
it’s just got awesome awesome content on
01:29
there i was looking at just a few days
01:31
ago as far as you know burning the ships
01:33
and and i think that’s been one of the
01:35
things i’ve i’ve heard that story so
01:37
many times as i was reading through your
01:39
but your your blog about it that you
01:41
know what yeah it’s so appropriate and
01:44
especially for so many entrepreneurs i
01:45
just wanted to kind of take a few
01:46
minutes here and it just kind of dive
01:48
right in it tell us a little more about
01:49
yourself and go from there yeah well
01:52
it’s interesting because i wrote that
01:54
particular blog post you know my claim
01:59
to fame for what it’s worth is that over
02:02
10 years ago now and 11 years would you
02:04
believe i started the challenge after
02:07
it’s fascinating because it’s quite
02:09
topical now 11 years later but you
02:12
apprentice was their second season had
02:16
just I’d never heard of it being from
02:18
Australia at the time but they just
02:21
wrapped the second season filming of The
02:24
Apprentice at Trump Tower in New York on
02:28
Fifth Avenue and I was and I was up in
02:32
the starbucks there they’ve got a
02:33
starbucks on the mezzanine level they’re
02:35
at their at the gold Trump Tower and I
02:39
was reading a I had two books because i
02:43
have a bit little bit ADHD when it comes
02:45
to reading and there were two but one
02:48
was the how to write a novel in 30 days
02:51
right which was the which was a book
02:53
about the national novels writers month
02:56
in which happens in november and people
02:59
go and try to write a novel inside a
03:00
month and the other book i was reading
03:03
was the Steve Jobs unauthorized
03:06
autobiography because of course he was
03:09
still with us at that point and and I am
03:12
thought at the time you know this is
03:15
back 2005 you know a lot of the stuff
03:18
about how to make money online was all
03:22
about hey sell my product about how to
03:24
make money online to people you know
03:26
show you’ve got a paper that’s at the
03:32
tired I thought this is crazy because
03:34
there what if we could just show people
03:36
how to make one single dollar you know
03:39
what if we could do that because that’s
03:41
the most important thing right you don’t
03:43
have a business until you make a dollar
03:45
you can have all sorts of plans you can
03:47
have all sorts of theories you can have
03:49
everything but making a dollar is the is
03:52
the sign that you move from from you
03:55
know concept to actuality and and so
03:58
that was what the I thought wow I wonder
04:00
if I could teach people how to do that
04:01
in 30 days and I’d been very fortunate
04:04
and sold a whole bunch of websites
04:06
literally that’s why i was in new york
04:08
and the challenge was born and for the
04:12
last 11 years at challenge co we’ve been
04:16
teaching people and showing them how to
04:18
get online for the first time you
04:20
and really taking them through the
04:23
basics and you’re getting you know
04:26
assuming that they’ve got no more skills
04:28
and starting an email and and doing that
04:31
now it’s it’s been wonderful we’ve had
04:33
over 400,000 people do that but what’s
04:37
been fascinating is of course it’s
04:40
exposed me to see a lot of the trends of
04:42
what’s been going on in too because it’s
04:45
it’s changed enormously you know back
04:47
back in those days traffic was super
04:50
easy getting attention was super easy
04:52
but the product creation side of things
04:55
was really hard like I remember during
04:58
my first product with Frank Kern and we
05:01
spent at least a couple of hundred
05:03
thousand dollars in product creation for
05:05
our first course and it was a physical
05:07
cause right and and the longest part of
05:13
that whole process was actually building
05:15
the course and getting it manufactured
05:17
right and that’s how it is now of course
05:19
with everybody’s smartphone you know you
05:22
can create content instantaneously
05:24
what’s hard and what’s super valuable is
05:27
attention because of course you know in
05:30
the old days we used to say hey you know
05:32
gosh yeah you’ve gotta you know you need
05:34
an ability to search through all the
05:36
rubbish to concentrate on the stuff
05:38
that’s good now there’s so much awesome
05:41
stuff online there’s so much awesome
05:43
things that you could be doing at any
05:44
particular time getting people’s
05:47
attention is an absolute gift and so you
05:50
have to really value that and so you
05:54
fast forward to today and you know it’s
05:58
funny though no job one back in 2004 was
06:01
building a list and guess what job one
06:05
in 2016 I don’t care what type business
06:09
online offline it’s building a list and
06:13
that’s why I’m such a big fans of the
06:15
funnel because of course how do you
06:16
build a list you have to create a funnel
06:18
and that is a big part of you know
06:23
today’s challenge and I think it’s you
06:25
know it’s important for everybody to
06:26
realize just how important it is and I
06:29
suspect you know there’s some
06:31
interesting things there Dave in terms
06:33
of
06:34
your understanding the you know there
06:37
are types of funnels and I must admit
06:39
I’m a big fan of the sort of that the
06:42
gentle hand raising style funnel as
06:45
opposed to the gauntlet style funnel
06:48
which is you know these dates because we
06:53
just can’t you know if people you know
06:56
I’m a huge fan of Dean Jackson and you
06:59
know his cheese and whiskers philosophy
07:02
of you know where you know a mouse or
07:04
chew through a three inch wooden door if
07:07
it thinks there’s cheese on the other
07:08
side right nothing will stop it but if
07:11
it spent two days and 23 hours going
07:14
through that wooden door and a cat comes
07:17
around the corner ball meets out of the
07:19
air right because yeah absolutely it yo
07:22
he prefers living to the cheese and so
07:25
much of marketing today and funnels of
07:30
today our risk just follow as soon as
07:32
the person sees the headline they can
07:33
instantly see whisker it’s like whiskers
07:36
coming around the corner to a mouse and
07:37
that to me is is a fascinating area well
07:42
tell me I’m really fascinated on the
07:44
whole getting attention because that to
07:46
me is again it’s one thing to build a
07:48
lesson it more important to really build
07:50
a relationship with that list but listen
07:52
if you don’t mind let’s spend a few
07:53
minutes just kind of talking about
07:54
getting attention this is something that
07:56
you specialized in for a long long time
07:57
how do you go about getting someone’s
08:00
attention to where it’s more than just
08:02
you know in-your-face type of stuff but
08:04
you get their attention and then more
08:06
importantly they want to stick with you
08:07
how do you do that yeah well I you’ve
08:10
got to you can’t be a drive-by marketer
08:14
anymore you know UK when we started out
08:17
you know in the old days a bit of an OG
08:19
when it comes to the the whole internet
08:21
marketing thing now which is a bit
08:23
hilarious but you know in the old days
08:26
when Frank or I created new e-book order
08:28
you know how to teach a parrot to talk
08:30
or one of my first ones was the you know
08:33
the fantastic you know how to have a
08:35
Cinderella wedding on a pauper’s budget
08:37
you know these were little
08:40
that now funnily enough I really not
08:45
that big a fan of weddings I don’t mind
08:46
going to them what going to and enjoy
08:48
that but really not my area of expertise
08:52
at all I think you can’t be a drive-by
08:55
marketer in this day and age you have to
08:58
understand your market and this goes to
09:00
attention because the only way I think
09:03
to get attention properly in this day
09:06
and age is to really understand the
09:09
pains the gains and the jobs to be done
09:13
of your market so you know job one is
09:17
market understanding you know creating a
09:19
business is pretty simple there are
09:21
basically six key things you need to
09:23
focus on them the first one is you have
09:25
to understand your market now in the old
09:28
days you know your first thing you had
09:30
to determine was whether is there a
09:31
market for your thing right well guess
09:34
what from my neck of the woods and
09:37
remember I specialize in helping
09:38
businesses yeah and helping people eunos
09:41
get their first hundred thousand dollars
09:43
you know build a six-figure business
09:45
because my view is that there’s you know
09:49
if you can get to six figures and with a
09:51
thirty percent margin you know the stats
09:53
show you Daniel Pink’s great book drive
09:56
you know if somebody’s got seventy
09:58
thousand dollars coming in that’s there
10:01
you know they’ve got a roof over their
10:03
head they’ve got food on the table you
10:05
know they’re there a point where they
10:07
can make decisions and you have that
10:10
first taste of freedom and flexibility
10:12
which is one of the best things about
10:13
doing these sorts of businesses so to
10:17
get to that point I think you’re
10:19
understanding your market is supreme and
10:22
getting attention so you know what do I
10:24
mean by that so pains for example what
10:27
are the pains of your market what are
10:29
the things that they struggle with and
10:30
how do you identify this well you know
10:33
you understand first where are they you
10:35
know because every market is a market
10:37
now is to finish my point right every
10:39
market is a market you know Frank and I
10:42
used to use underwater kickboxing as an
10:44
example in the early days of teaching
10:46
people how to do market because we
10:48
realized that if we ever lead used a
10:50
real market
10:52
Dave we would be in the point where
10:54
everybody would copy that market and
10:56
that’ll sound we was to learn how to do
11:00
it and take it to your own niche but
11:02
they’ll copy they might say we made
11:03
something up which was underwater
11:05
kickboxing well folks if you go in
11:07
Google underwater kickboxing now there’s
11:10
a it’s a thing right it’s a theme it’s a
11:14
meal there’s train people used to train
11:17
its created is equipment there’s and
11:20
order that’s unbelievable right and so
11:26
so here’s the thing you know if there’s
11:29
that great you know thousand true fans
11:31
philosophy and you know you get a
11:32
hundred doll you know if you get a
11:34
thousand people to pay you a hundred
11:36
dollars over the course of the year
11:38
that’s one hundred thousand dollar a
11:39
year business and that to me is super
11:42
exciting because that means that we
11:43
don’t have to worry about is there a
11:45
market for your thing anymore most
11:47
people don’t even get started because
11:49
they’re so stressed that a is there a
11:51
market for this or not I’d really don’t
11:53
know I don’t know what well guess what
11:55
news flash spoiler alert it is a market
11:58
if people can you know I’ve got clients
12:01
who are piano stool restoration experts
12:05
right you heard that right people piano
12:08
stool restoration and there’s actually
12:10
20 people around the earth every day
12:12
that download an app on piano stool
12:16
restoration okay 20 so dutiful it so
12:21
issue is not is there a market the
12:24
answer is whatever you’re thinking of
12:25
right now yes even you that’s a market
12:29
okay so that’s what our job is is market
12:31
understanding so we need to understand
12:34
their pain so how do we do that we look
12:36
at things like you know we go to where
12:38
do people hang out so if they’re in a
12:41
facebook group for example any time you
12:43
say you here’s somebody right on a form
12:46
of don’t worry I don’t have to look long
12:47
for pains you know I hate it when all
12:50
this really frustrates me I can’t stand
12:53
it when you know anytime you hear those
12:55
sort of questions that’s manna from
12:57
heaven right that’s you get out your
13:00
three by five card or your little
13:01
notepad or whatever you use and you
13:04
write that down because guess what
13:05
just uncovered a pain and of course what
13:08
you’ll find is that there are certain
13:09
pains which stick out so you’ve got to
13:13
directly address that pain because you
13:17
can’t like I say be a drive-by market or
13:19
anymore you know an exam to give another
13:21
example you know if you walk into a
13:24
florist shop and say hey I can get you
13:30
more business and they’ll say yeah you
13:33
and seven other people this yeah right
13:38
it shows a complete and utter disregard
13:41
and disrespect for their business
13:43
whereas if you walk into that same
13:46
florist and say hey do you do weddings
13:48
of course they’re gonna welcome it
13:51
because weddings is crack cocaine for a
13:53
florist because all of a sudden that
13:57
bunch of flowers that cost twenty bucks
13:59
on Tuesday costs 200 on Saturday that’s
14:03
all right so so so they’re all of a
14:06
sudden you’ve got their attention
14:07
because that’s cheese right as Dean
14:09
would say right that’s cheese and then
14:12
you know you can say well look do you
14:14
have capacity to have a couple do a
14:16
couple of extra weddings yeah it’s all
14:20
designed about respect about market
14:23
understanding having that respect of
14:25
knowing that a flora that the crack
14:27
cocaine for florists is weddings that is
14:32
a key thing so in that case I suppose
14:33
that’s an example more of a gain but we
14:37
need to understand that so when people
14:38
are trying to get attention you can’t
14:41
use if you’re using a generality or you
14:44
can’t be specific then you’re gone okay
14:48
so you need to understand pains gains a
14:50
very simple to find to gains are things
14:53
where your people say ah one day I hope
14:56
I can I wish I could yeah I can’t wait
15:00
to be able to do this i’m so jealous i
15:02
love when you do this what you’re
15:04
hearing there whatever comes after those
15:06
phrases are gains their pay places where
15:09
people want to get to this also is manna
15:13
from heaven the third one which is
15:16
actually a jobs to be done theory which
15:18
was
15:19
done first in the innovative solution by
15:22
our Clayton Christensen and he
15:25
highlighted that you know that there are
15:28
jobs to be ever you effectively hire a
15:32
you know a product to do a job for you
15:34
and it’s a really interesting way of
15:36
thinking of things so jobs to be done in
15:39
any particular market I don’t yet
15:41
understand them I think that’s I want to
15:43
i hope people understand that one that’s
15:45
you know people will always go through
15:46
as far as the pains and gains yeah yeah
15:48
I get that but the one you’re talking
15:50
about right now I think is super
15:51
critical and I’m really I just want to I
15:53
want to make sure we kind of take a
15:55
little pause here make sure that people
15:56
should really pay attention about what
15:58
you’re about ready to say because the
15:59
jobs to be done is critical for me as
16:03
far as when you’re really trying to get
16:04
attention absolutely and and this is
16:08
where again it’s respect for people’s
16:10
time because yeah they’ve got you know
16:12
three four thousand odd messages that
16:15
are going for their attention every
16:16
single day so unless you understand what
16:20
the job they’re hiring your product or
16:22
service or your email to do for a funnel
16:26
then you’re in all sorts of trouble so
16:29
for an example for that how do you find
16:31
jobs to be done every time people say
16:33
you know how do you do this what’s the
16:37
approach to this you know I’ve news golf
16:38
as an example you know a pain is I get
16:43
embarrassed when I skeeps slicing off
16:45
the tee you know it’s terrible again is
16:49
gee I’d love to break a hundred for a
16:52
beginner that would be awesome but a job
16:55
to be done is well how do you how do I
16:57
hold the putter what driver do I use
17:00
what’s the stance that I use these are
17:03
all how to’s these are all jobs to be
17:05
done that your product or your funnel
17:08
can solve it’s also understanding that
17:10
that the the the famous example that
17:14
clay Christensen used was the the
17:16
concept of the thick shake you know
17:19
people were hiring that thick shaking
17:21
drive-through windows in the morning
17:23
people understand why people have in
17:25
thick shades for breakfast right though
17:28
this particular fast-food restaurant was
17:31
couldn’t understand it so they actually
17:33
interviewed people who said look why are
17:36
you having a thick shake in the morning
17:38
and they realized that it was because of
17:41
two factors that was it was something
17:43
that was the perception was it was
17:45
filling and it’s something that they
17:48
could are easily consumed while driving
17:51
okay so so these were the two things yet
17:55
the jobs to be done at the end of the
17:57
day for a thick shake was more was for
18:00
dessert it was for enjoyment and it was
18:02
often you know it was it was the trip
18:04
what we consider traditionally so they
18:07
were able to look at that and say well
18:08
hang on what if we actually implemented
18:11
you know breakfast smoothies and
18:13
actually have you know something of
18:15
nutritional value inhalation so we can
18:19
add the jobs to it so we’re solving that
18:20
by understanding the jobs to be done
18:22
they thought what if we offer some
18:27
healthy smoothie options and they did
18:29
this and they exploded there early
18:32
morning business because they understood
18:34
at the jobs to be done and that is it is
18:38
just such a fundamental thing you know
18:39
we asked the question all the time you
18:41
know when you’re looking at a funnel you
18:43
know you look at the page and often when
18:45
I’m doing a hot seat I’ll say to people
18:47
look what’s the job to be done here on
18:49
this page what what’s the job for the
18:51
plot what’s the client hiring this page
18:54
to do and that will be usually solving a
18:57
problem or finding out how to get
18:59
somewhere from where they are now and
19:01
you need to be specific you can’t afford
19:05
to have generalities so so this goes
19:08
back to look in some ways getting
19:09
traffic is super easy right tape yo you
19:12
can hey you got a credit card and you
19:15
don’t care about your money you know
19:17
slam it down Facebook YouTube they’ll
19:20
get your traffic no problem right
19:22
they’ll take your money wyd happily you
19:25
know in vast quantities if you don’t
19:26
watch it but if you are able to then
19:29
tart you know if you do it smart and
19:31
this is the only yep the only weapon we
19:34
have I know I assume most people are
19:37
listening to this don’t have million
19:40
dollar a month ad spend budgets like big
19:43
brewing companies and kaka
19:45
these fair to say yeah hey if you do
19:49
call us right but here’s the thing right
19:54
our advantage our advantage and remember
19:56
I’m my market is working with people who
20:00
are just starting out they definitely
20:03
don’t have big dollars to spend on
20:05
marketing so your superpower your
20:08
advantage is that you can highly highly
20:11
target you understand the market really
20:15
really well and what you do that by
20:17
breaking it down into tiny single target
20:19
markets so to use the Gulf example again
20:21
you know you just don’t advertise your
20:24
product on you know how to putt better
20:27
to golfers because there are a lot of
20:30
golfers who that’s not the issue at the
20:32
time so they’ll completely you know you
20:34
just waste a lot of money whereas if
20:37
you’re targeting people who have a
20:39
putting problem how do you do that well
20:41
you can target you know there are
20:43
putting gurus on facebook so you can
20:46
target an ad that targets people who
20:48
like the putting guru on this particular
20:51
yo you because there’s a fair chance
20:54
that if they’re following this pudingu
20:56
they’ve got some issues with their putty
20:57
and then you can you know if you
21:00
directly address their pain that’s how
21:02
you get attention because anytime you
21:05
have a generality any time that you try
21:08
to catch everybody you end up catching
21:09
nobody because again its whiskers right
21:12
you’ve got that cat coming around the
21:14
corner as dean Jackson would say that to
21:17
me is the the essence that’s the art and
21:21
engineer of a great attention-getting
21:24
campaign in this day and age Dave I love
21:27
that again specificity is specifically
21:30
specifically specificity I guess we when
21:32
you’re looking at the jobs to be done I
21:34
think that is one of the keys of really
21:36
why we love having sales funnels and
21:38
what software will inform us work so
21:41
well because you can be that specific
21:43
you living can target a putting coach is
21:46
facebook page to drive them specifically
21:49
to that page about that putting coaches
21:51
philosophies offering in your product
21:53
and service to then satisfy the need of
21:55
what that person
21:57
but the job that person’s trying to hide
21:58
around for so yeah it’d be great because
22:01
how much does it cost to do one uh you
22:05
know one final page or click pages
22:07
nothing at all I mean it’s just all I
22:09
can create I mean it happiness stuff to
22:12
do a hundred funnel pages right there
22:15
honestly for ninety-seven bucks a month
22:18
you would have plenty of funnel pages
22:20
you can create yeah right and and so
22:23
that so it’s effectively the cost per
22:25
opt-in page is effectively zero it’s the
22:28
time it takes to create it and of course
22:31
there can be a bit you know for people
22:33
who are just starting out that can that
22:35
concept can be oh gee you know that’s
22:38
that’s a lot of work creating all these
22:40
little funnels and my oh well hey you
22:43
don’t create a thousand to start with
22:44
you create one okay and build from there
22:48
but there’s never been a better time you
22:51
know to hire people to create click
22:53
final pages for you to build it once
22:56
you’ve got the template in place once
22:57
you’ve got the the checklist you know
23:00
you can hire people for five bucks to
23:02
create a new opt-in page for you you
23:04
know you can you can hire people to do
23:08
the you know the facebook campaign once
23:11
you’ve got it templated and you figured
23:13
it out now you start you start by just
23:16
doing one one single target market 21
23:20
you know getting them to raise their
23:21
hands by directly addressing a job to be
23:24
done that people have that to me that’s
23:27
the magic and and that’s the exciting
23:29
part of the you know there’s never been
23:31
a better time never been a better time
23:33
in the entire history of online business
23:38
any business to start a cyst totally
23:42
agree with you I I kind of I started
23:44
about about two or three years after you
23:46
did it in this whole industry and for me
23:48
that the product creation was crazy my
23:51
first product I literally flew around
23:53
the country sighting of filming the
23:54
lifestyles and some of the successful
23:56
internet marketers at the time and so
23:58
each product was you know I think the
24:01
product we put together was right around
24:03
70 thousand eight thousand dollars
24:05
before we’d even sent out any ads before
24:07
we created any pages and then we had to
24:09
spend all the time create
24:10
funnel and default took another month or
24:12
so and I was just like ahh I’m never
24:14
going to see any return on my money yeah
24:16
exactly it was such a long time whereas
24:19
if you look at it today and he is here’s
24:22
the promised here’s what’s so exciting
24:23
this is why I’m such a fan of click
24:25
funnels and building funnels and
24:27
narrowing target markets because if you
24:30
get people to raise your hand and you
24:31
get people’s trust by solving you don’t
24:34
even have to solve their issues you have
24:35
to point them in the direction just
24:37
giving them a helping hand because the
24:39
one thing nobody has his time and if you
24:41
can save people at a time you’re gonna
24:43
get a lot of gratitude from from people
24:45
and of course the beauty of today you
24:47
know speaking of product creation well
24:49
let’s look at product creation today
24:50
because I would never create a straight
24:53
product from scratch anymore if I’ve got
24:55
a list why would you do yeah oh you
24:58
would do all around like you would do a
25:00
crowdfunding campaign why you’d go on
25:01
Kickstarter or possible or IndieGoGo and
25:04
you create your sales page here I was I
25:08
hope I was very fortunate to work with
25:10
and be meant by gary halbert the great
25:13
direct marketer and and you know the the
25:18
holy grail the holy crail unfortunately
25:22
was illegal but the holy hell I absolute
25:27
hurt the was that in the old days you
25:30
could if you sent out a direct mail
25:32
letter write to somebody promising a
25:36
product and asking for people’s money
25:38
for this product and it didn’t exist
25:41
guess what that was called dry testing
25:44
and it was an offense right now solutely
25:49
praise be to the deity of your choice
25:52
right some thanks to some Brooklyn
25:54
hipsters now you can put a page on
25:58
Kickstarter you don’t have a product it
26:00
doesn’t exist you have a video in a
26:02
sales page and you can send your list to
26:06
that and you can say hey if enough of
26:08
you back this I’ll build this product
26:10
but if enough of you don’t well I
26:12
haven’t got that I haven’t got the
26:13
messaging right for this product yet no
26:16
skin off what have I wasted I’ve wasted
26:17
the time creating a sales page a video
26:19
and yeah message
26:24
right and nobody’s hurt right because
26:26
that the packers don’t get their money
26:29
back it’s magnificus what dry testing
26:32
has become not only legal but trendy and
26:36
that to me is a miracle right so there’s
26:40
no excuse to taking the risk out of
26:43
creating a business in this day and age
26:45
you know if you build that list yo you
26:47
get your first few thousand people on to
26:49
your list you know a kickstart you know
26:53
what a big list is considered in
26:54
kickstarter world three four thousand
26:58
people yeah right it’s considered a big
27:00
list okay for a successful kickstarter
27:03
campaign so you know there’s why even go
27:07
to the risk of actually building a
27:09
product in the first place why not and
27:11
guess what people don’t expect it to be
27:13
delivered straight away they expect it
27:15
to be built and then delivered so you
27:18
know that to me how exciting is it yeah
27:21
but all of these things are these things
27:25
become possible only once you have a
27:29
list if you’ve got a absolutely right
27:32
yeah yeah so that’s that’s really
27:35
interesting and you know I think as we
27:37
move to apps and in working with mobile
27:41
you know push notifications and
27:43
messaging i think is going to be a
27:44
really really super big thing i know
27:47
some ID we developed some software
27:50
called script cast and mad cast which
27:52
allowed you to publish on the mobile
27:54
phone and people are now using push
27:57
notifications a11 magazine extraordinary
28:00
vision he was an outdoor photography
28:03
magazine and he was actually good it was
28:04
too great job he had 80,000 people but
28:08
guess what no list no collecting emails
28:12
just wait I know it makes me so sad it’s
28:17
corrected now fortunately but here’s the
28:20
thing you know he decided you know what
28:24
well you know I’ve got to make some
28:26
money with this and so he said he just
28:28
sent out a push notification to send
28:30
them back to his appt to all those
28:32
80,000 people saying look you know I’m
28:34
running this kicks if you want this
28:36
Maggie if you love the magazine
28:37
want to continue I’m going to kick
28:39
started for the next year’s publication
28:41
and he just used push notifications to
28:45
so he is so communicating people on the
28:48
moat text messaging effectively and he
28:50
was able to have a fully funded
28:52
Kickstarter from that and by the way
28:55
start collecting those emails which is
28:59
really so yeah gosh there are so many
29:01
possibilities out there now Dave and but
29:04
it all comes back to you know a bigger
29:07
as you pointed out being able to get
29:09
somebody’s attention giving them the
29:11
respect the dignity of understanding the
29:16
problems the conversations that are
29:19
going on in their head and addressing
29:21
those through your funnel helping them
29:24
solve that problem and then you’ve got
29:26
the start of a relationship you know and
29:29
then you know people will put their
29:30
heads up when they’re ready to take that
29:32
next step and then it’s about you know
29:34
it’s about serving your market at that
29:37
point that’s focused area number two
29:39
serving your market which is your things
29:43
like that you know you you right now
29:45
Dave you are serving the clickfunnels
29:47
audience you’re creating a podcast with
29:50
lots of fabulous examples and
29:52
interviewing interesting people maybe
29:54
this one’s been a bit of a low point but
29:57
generally they’re really good um you
30:00
know hey you can you know you can’t hit

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