Jon Morrow, Secrets To Creating 'Influence' Through Content Marketing

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00:00
welcome to funnel hacker radio podcast
00:02
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 everybody welcome
00:18
back to radio I’m your host Dave
00:20
Woodward and today I am so excited to
00:24
have the most amazing man in the world
00:26
on our show today this is John morrow
00:29
John welcome to the show thank you I’m
00:31
so glad to be here I just I have to take
00:35
Alex Jarvan who introduced me to you and
00:37
I just was so so touched by his
00:41
introduction he they get alex is gonna
00:43
become a real good friend and I’ve known
00:45
him for quite some time we’ve done a lot
00:46
of different things together but I was I
00:48
was asking my someone who just can
00:51
really inspire people who can help
00:54
entrepreneurs really build their
00:56
business who’s had success at building a
00:58
business but also has had success as far
01:01
as just life success oh my gosh
01:03
let me introduce you to John and again
01:05
for those you guys who don’t know John
01:06
he’s got some amazing sites out there
01:08
already again smart blogger.com if you
01:11
haven’t been to smart blogger.com go to
01:13
smart blogger.com but also his latest
01:17
project is unstoppable dot me just an
01:20
amazing site we’re gonna talk a little
01:21
bit about that but you have to
01:23
understand I mean John you had what over
01:25
200 million people view your contests
01:28
alright
01:28
yeah throughout my career I’ve been
01:32
blessed enough just I mean which is just
01:34
about eight years or so now either the
01:38
course I’ve written or the post that
01:40
I’ve edited for for other writers to be
01:42
published it’s it’s up over 200 million
01:44
though and I think you know first of all
01:48
I can’t even conceive how large 200
01:50
million is I mean just blows my mind
01:52
that’s reached that many people and
01:53
that’s amazing in and of itself but the
01:55
part of thing people don’t understand is
01:58
you’ve done all of that through voice
02:00
editing correct yes I am so I have a
02:06
form of muscular dystrophy called
02:09
SMA spinal muscular atrophy is the
02:11
official term
02:13
and basically what it means is I mean
02:17
you’ve probably seen a lot of people are
02:19
publishing the telethons and things to
02:22
raise money for for kids with muscular
02:26
dystrophy and I have full sensation all
02:30
over my body but ever since I was a kid
02:32
I’ve just grown weaker and now as an
02:35
adult I’m in my 30s and I’m very healthy
02:38
very successful but I’m one of the
02:42
oldest people with my type of the
02:44
disease and I can’t really move anything
02:52
but my face at this point so from the
02:55
night down I still have full sensation
02:57
so it’s not quite like being paralyzed
02:59
but I can’t move anything and so what
03:03
that means is I upload the computer by
03:06
speech recognition software and it’s
03:10
been that way for the entire eight years
03:12
that I’ve been publishing online and I
03:15
also have a lip operated and mouse that
03:19
I had custom-built for me years ago that
03:22
I have in front of me right now that’s
03:24
um that’s that I operate with my lips
03:28
that allows me to move the mouse around
03:29
on the screen so that that’s how I’ve
03:32
done everything John I’m just so
03:35
impressed because I I read across people
03:37
all the time give excuses and I just
03:40
absolutely hate excuses I’m just like it
03:44
drives me crazy because I find so many
03:46
people who have so many other obstacles
03:49
in their way who are able to make things
03:51
happen and so for me there’s never an
03:52
excuse it’s just the will isn’t strong
03:54
enough and I’ve just been so impressed
03:56
with what you’ve done I mean 200 million
03:58
visitors to a ton of post you’ve worked
04:01
with neil patel and helped build
04:02
KISSmetrics and the thing that was so
04:05
touching to me on see i read this i
04:07
shared it already on my facebook page
04:08
i’m gonna have it linked here to our
04:10
podcast as well was the article that
04:14
you’ve put together on in december
04:17
basically as far as the seven length
04:18
lessons from a guy who can’t move
04:19
anything but his face i was so touched
04:22
by that because i’m like as an
04:24
entrepreneur it’s a real lonely world
04:27
and yet at the same time you want
04:30
there’s so much passion behind
04:31
entrepreneurs who really want to go out
04:32
and make things happen and John is I
04:35
read that I went through that it just it
04:38
was crazy thing it like it brought tears
04:40
to my eyes and yet at the same time
04:43
there were tears of I went through like
04:46
a million emotions of tears and oh my
04:47
gosh that’s that’s kind of sucks and yet
04:49
it’s not same time I was like oh my gosh
04:51
that is so awesome and so I have this
04:53
crazy roller coaster of emotions of that
04:55
I’ve read through this and if you don’t
04:57
mind I’ll just kind of cover those seven
04:58
things if you’re okay with that
04:59
sure I’d be happy to so the first life
05:03
lesson basically had was if you can’t
05:05
win the game change the rules which I
05:07
love that life lesson so can you give
05:10
people a little insight as far as what
05:11
that means
05:11
yeah years ago I mean before I started
05:14
doing all of this I was on Medicaid and
05:18
Medicaid works differently in different
05:20
states but it’s health care for for
05:24
people who were poor right and it was
05:28
the only way that I could pay for my
05:30
medical bills most people don’t know
05:32
this but if you need caregivers with you
05:34
if you need like nurses private
05:36
insurance won’t pay for that even if you
05:40
medically require it the only way that I
05:44
could get it was through Medicaid and I
05:47
mean it cost several hundred thousand
05:48
dollars a year and there was no other
05:51
way I could I could pay for it
05:53
the problem is Medicaid instead of North
05:57
Carolina at the time also limited me to
06:00
$800 a month of income which I mean
06:05
that’s like thing right right I could
06:09
barely survive on that but it was the
06:12
only way to get the help I needed and
06:15
I’m very grateful for that help by the
06:17
way I don’t want there to be any
06:19
misconceptions that I’m angry I’m
06:23
grateful that I could get help in any
06:25
shape or form but it was also a trap
06:27
right it’s a trap that that millions of
06:32
disabled people are caught in right now
06:34
and the only way I could figure out to
06:37
get out of that trap was to
06:40
actually move to Mexico where health
06:44
care costs were cheaper and so what I
06:48
did is I actually started out writing
06:52
for free for a site called Copyblogger
06:55
which became one of the biggest online
06:56
marketing sites out there and my deal
07:01
with bland was who’s the founder of
07:04
Copyblogger is listen now right for you
07:06
for free but if I do a good job if I
07:08
write a lot of a really popular posts
07:11
one of these days I’m gonna ask for a
07:13
favor and that you can’t say no what’s
07:17
kind of the deal and I you know I was
07:23
trusting him and he’s totally been
07:26
worthy of that trust by the way and I
07:30
mean I wrote for I think it was about a
07:32
year and just and I became the most
07:35
popular writer on the site and from
07:41
there when I moved down to Mexico
07:44
I called buying up but I said remember
07:48
how I said one day I would ask you to
07:49
work they were well now it’s it’s time
07:53
to cash in and what I asked him to do I
07:56
mean he’s one of the biggest online
07:57
marketing sites out there I said I want
08:01
you to tell people that I’m now doing
08:02
blog consulting and I want you to email
08:05
the Copyblogger list and he emailed the
08:11
list and within 24 hours I had 300
08:17
clients off of that list I was making
08:23
six figures down in in Mexico just from
08:27
doing consulting and I lived on the
08:31
beach I paid for nurses and nurse that
08:38
works like in the ICU of a hospital down
08:41
a Mazatlan Mexico which is where I was
08:43
they make about four dollars an hour
08:45
it’s like the top wage one that works in
08:49
a clinic makes about two dollars an hour
08:51
and this is for a nurse for the
08:53
four-year registered nursing
08:54
degree crazy okay so I paid four dollars
08:59
an hour cut my pick up whatever nurses I
09:01
wanted and basically lived in paradise
09:06
down there I mean a doctor was to go see
09:14
the you could see a doctor that had just
09:19
finished med school and was doing like
09:22
their residency for three bucks you
09:28
could get a house call from like the top
09:31
specialists in City for 20 bucks they’d
09:34
come to your house so that’s the way I
09:39
lived for three and half years but
09:41
eventually I got homesick and I decided
09:44
to come back to the US so but that’s a
09:47
very long story told very quickly but
09:51
yeah that’s where they would have met I
09:53
love it and again I want everybody to go
09:56
get doughnuts tappable got me take a
09:59
look at it I’ll have the link here as
10:00
well the other lesson I love is lesson
10:03
number four which is the art of the
10:05
counter punch do you mind explaining
10:07
that sure so all of us have guns in life
10:11
where we feel like we’ve been punched in
10:13
the face and we’re you getting knocked
10:18
on your butt right and I have gone
10:22
through just as much of that it’s not
10:24
more than than those people right and
10:27
one of the things that I’ve learned is
10:29
that whenever you get punched just like
10:33
if you get in the ring now I’m not a
10:35
expert on boxing but from what I do
10:38
understand about it whenever a boxer is
10:42
winding up to to a brunch the bigger the
10:46
punch the bigger the opening bailey’s so
10:48
if they just throw the little jab they
10:51
really don’t leave themselves very open
10:53
but if they wind up for a big punch to
10:55
knock you out they leave themselves open
10:57
during that time when my experience life
11:01
works the same way whenever you get
11:03
punched there’s always a counter punch
11:06
available
11:08
where you can turn it to your advantage
11:10
and during my life I’ve done that over
11:14
and over and over again I mean just take
11:18
this interview right now I mean did I
11:20
have a very rough time overcoming
11:24
everything I’ve ever come absolutely but
11:26
it’s also the reason why I’m talking to
11:28
you today it’s given me a fantastic
11:31
story and that fantastic story is now
11:35
inspiring millions of people and it’s
11:38
also made me a lot of money it’s made me
11:41
millions of dollars right I mean other
11:46
simple examples when I was I was in a
11:52
car accident in 2016 so it was already
11:55
in the wheelchair was in a car accident
11:57
got 17 broken bones and was laid up for
12:04
like six months and didn’t know what I
12:06
was gonna do with myself
12:07
but all of a sudden I said hey I’ve done
12:09
the right right
12:11
that was the counterpunch I’m laid up
12:13
got nothing else to do well what am I
12:15
use all of this three times the free
12:18
time was the advantage in that situation
12:21
and in my experience the the advantage
12:24
of any it is always proportionate to the
12:29
disadvantage so if you get look I love
12:33
that love come life so if you get hit
12:36
with something really hard
12:39
the bigger the blow that you just took
12:41
means the bigger the opportunity is
12:44
sitting right there in front of you so
12:46
you just have to find it and train
12:48
yourself to find it because in my
12:50
experience it’s always there the last
12:54
lesson I want to make sure we address is
12:56
one of things I’m totally passionate
12:57
about and that’s utilize your lesson
12:59
number six which was embrace the crazy
13:03
what yes so that means if you’re ever
13:07
going to do anything extraordinary in
13:10
your life you have to be comfortable
13:11
with the idea that other people are
13:14
willing to call you crazy and some of
13:17
the things you do might even be a little
13:19
bit crazy
13:20
it was crazy for
13:22
meet and move down to Mexico without
13:24
knowing for sure whether you know I was
13:28
gonna have any way to make money that
13:30
was broke I mean I I went off of living
13:33
on the $800 a month
13:34
literally packed everything I owned into
13:38
a van went down there with my poor
13:40
mother who was also broke okay and we
13:46
literally had no plan B that was that
13:49
was not something a sane person does
13:54
right but but sometimes you have to do
13:58
crazy things I mean for for me to become
14:02
a popular writer so one of the stories I
14:05
didn’t tell on the post I don’t think
14:08
but when I went to work at copy blogger
14:13
Brian told me John you’ve got to get
14:17
really good at writing headlines for
14:20
your post so hopefully all of your
14:21
listeners by now they know cut lines are
14:24
one of the most important things whether
14:25
it’s on a landing page blog post or
14:27
whatever well
14:30
Brian said John I want you to are the
14:32
hundred headlines a day and at the end
14:35
of 30 days come and see me and we’ll
14:37
talk about it so I said hungry today
14:40
that’s a lot but sure okay
14:43
and so I went back and every day I did
14:46
100 headlines and the end of a month I
14:49
went to and said here my three thousand
14:50
headlines and he said you know I’ve told
14:55
that to every new writer at Copyblogger
14:57
you’re the first one that’s actually
14:59
done it and do a lot of people writing a
15:05
hundred cut lines a day is crazy why
15:10
would anyone where the hundred headlines
15:12
are there but that’s how I became really
15:16
good at writing headlines and not only
15:18
did I learn a lot from doing it for 30
15:20
days I said you know what I’ll continue
15:23
this for a year so for an entire year
15:26
where the hundred headlines a day were
15:28
there were 35,000 headlines my first
15:31
year people asked me John how did you
15:34
become
15:35
so good at writing these viral headlines
15:38
I wrote 35,000 my first year okay so
15:46
it’s doing crazy things that allow you
15:50
to accomplish crazy goals that’s how it
15:56
happens I love it absolutely love it so
15:59
let’s talk about content now because I
16:02
know this is one of the things a lot of
16:04
our listeners and everyone else I run
16:06
across always struggles with as far as
16:08
the whole content thing and how how
16:10
important marketing really is and how
16:12
much time to have to spend on content
16:14
what are some of the tips that you
16:15
learned as far as content marketing
16:18
that’s creating such opportunity for you
16:21
and your lives the first thing is that
16:28
there is nothing better for building
16:32
influence than content that’s actually
16:36
the objective of content so this is a
16:38
huge lesson but it’s such a subtle one
16:40
that I’ll try to explain it a lot of the
16:44
people that approach content marketing
16:47
think that they’re doing it to get free
16:50
traffic they say I want a publisher
16:53
article so I can get people to come to
16:54
my website for free and then I’ll
16:57
convert them into opt-ins or or whatever
17:00
or into customers and and that’s their
17:02
business model that’s not how content
17:05
works yes it might get people into your
17:09
website but what content is gear that
17:12
more than anything else is building
17:16
influence whether it’s on the front end
17:19
and you’re publishing it to try to get
17:20
ranked in the search engines or whether
17:23
it’s in the middle of your funnel where
17:25
after someone opt-in upsome you send
17:29
them content to build influence or even
17:32
toward the end where you’re trying to
17:33
influence them to buy the soil okay so
17:36
the the biggest question that you can
17:38
answer is what do I want the person to
17:42
do after they’re done reading this
17:46
content or
17:48
this video whatever it is and then once
17:52
you figure out what it is you want them
17:53
to do then what you do is you engineer
17:57
the content for that purpose so like
18:02
that the posts that we talked about that
18:04
went viral the the life lessons one I
18:07
engineered that post from day one to go
18:11
viral that was my intention my other
18:14
intention for the post was to make to
18:20
give people a story so incredible that
18:23
they would never forget and that they
18:26
would talk about it with all their
18:27
friends and that not only that that they
18:29
would be inspired that they would trust
18:32
me and that they would want to listen to
18:34
every word that I said
18:36
and that basically awesome yeah so my
18:41
goal I mean to put it very succinctly
18:44
and this is a little bit over set over
18:46
simplification my goal was to make every
18:48
reader fall in love with me
18:52
after they read that post and we got
18:55
over 3,000 emails into our hope disc
19:00
with people just they were we call them
19:03
love letters that people telling me
19:06
their life story talking about how
19:08
inspired they were so I engineered it
19:11
from day one now if my goal was to rank
19:13
on the search engines
19:14
I would engineer it for that purpose so
19:17
that that’s the biggest thing is know
19:20
exactly what you’re trying to influence
19:21
people to do and then engineer your
19:23
content to do exactly that
19:25
I love it again the article were talking
19:28
about is seven life lessons from a guy
19:30
who can’t move anything but his face
19:32
amazing amazing headline and again you
19:35
can find it unstoppable dot me but the
19:38
cool thing I take a look at this thing’s
19:40
been shared seventy five thousand times
19:42
seventy two thousand times on Facebook
19:44
three thousand on Twitter and 631
19:46
comments I mean that is so so much
19:50
content but most importantly the
19:53
influence I mean I think of it being
19:55
shared seventy five thousand times and
19:57
how many other people must have seen
19:58
that content you’ve got to be into this
20:01
hundreds of thousands if not millions of
20:03
people who have seen this content and I
20:05
love how you’ve engineered it so what
20:07
are some of the other tips or tricks
20:09
again even you’re the master at content
20:12
marketing so what are some other tips
20:13
you can give our listeners when it comes
20:15
to content marketing so the next thing
20:18
is to go over to go for quality and not
20:22
quantity this is one thing that’s
20:25
changed in the last few years the only
20:31
way you should go for quality meaning
20:33
publish a whole bunch of articles is if
20:35
you if you’re Forbes or The Huffington
20:37
Post with those sites the reason why
20:41
they publish I mean I think it’s in some
20:43
cases like a thousand the articles a day
20:46
okay they’re trying to publish as much
20:50
as they can and the reason why is it’s
20:53
throw as much as we can at the wall and
20:55
hopefully something will stick and get
20:57
us a little bit of traffic and then they
21:00
make money off of the pageviews
21:02
so the advertising there is there every
21:05
time someone loads the page they’re
21:06
making money so their goal is to get as
21:09
much traffic as possible now here’s the
21:11
question
21:13
those sites how many people had better
21:17
publishing a thousand you know maybe not
21:21
all of those articles are Crotty but the
21:23
vast majority of those articles are
21:24
crappy ok those articles are generating
21:29
no influence even if they generate
21:32
traffic I mean one way to think about
21:36
this is imagine if you put a funny cat
21:39
video up on the website to advertise
21:43
your accounting firm it would probably
21:46
get traffic people love funny cat videos
21:49
they share them with their friends but
21:52
even if it got you 10 million visitors
21:55
it probably wouldn’t get you a single
21:58
customer because it’s generating no
22:01
influence right the better way to go
22:07
about it is to
22:10
[Music]
22:11

  • very very deliberately craft the best
    22:15
    article ever written on a topic that
    22:19
    that your audience really wants to know
    22:22
    about and and then to go out and spread
    22:26
    it as far as you can
    22:27
    one article that’s the best article on
    22:31
    that topic ever published will do more
    22:34
    and generate more influence for you
    22:37
    than 10,000 crappy articles okay so so
    22:43
    focus instead of I’m going to publish
    22:45
    every day and this is how we’re gonna
    22:47
    work on the search engines that’s not
    22:49
    how it works
    22:50
    not if you want to generate influence
    22:53
    not if you want to make a sale the way
    22:56
    it works if you want to make a sale is
    22:58
    to be the person that they say whenever
    23:01
    I want to know the answer I go to this
    23:03
    site because they always have the best
    23:06
    content that’s how you win that’s great
    23:09
    advice so with so many different types
    23:13
    of content being produced these days
    23:15
    whether it’s again we’re talking right
    23:17
    now primarily about blogs and articles
    23:19
    obviously there’s a lot of stuff on
    23:20
    social media whether it be Facebook or
    23:23
    Instagram or YouTube what do you find
    23:26
    when people are looking for content and
    23:28
    for trying to gain that influence where
    23:31
    some of the best things that you’ve
    23:32
    learned as far as different types of
    23:34
    mediums to use so as far as social media
    23:38
    goes and well even just understanding
    23:41
    traffic in general okay I think it was
    23:44
    Business Insider they recently published
    23:45
    an infographic that it showed the amount
    23:51
    of traffic on the web referred by source
    23:54
    the the FIR the number one source is
    23:57
    Google okay number two source by very
    24:00
    close margin was Facebook the number the
    24:05
    resource I think was Twitter but Twitter
    24:08
    was like ninety percent lower than
    24:11
    Facebook so what the end all of the rest
    24:15
    of the traffic source is on the web so
    24:18
    if you take all of the other like what I
    24:21
    don’t know fifty referral sites they
    24:24
    didn’t like add up
    24:25
    to Google and Facebook so there’s this
    24:28
    huge drop-off so really the name of the
    24:32
    game these days for getting traffic is
    24:34
    really to focus on Google on Facebook is
    24:36
    the answer I mean yes there are sites
    24:40
    like Instagram and Pinterest and and in
    24:43
    certain cases in certain markets if you
    24:46
    have like highly visual topics like into
    24:50
    design or fashion that those types of
    24:53
    things can work really really well
    24:55
    but if if you’re a beginner or you want
    24:59
    to go to where the traffic is so just
    25:03
    another quick little thing when I was
    25:06
    graduating from college I told my dad
    25:09
    that I wanted to figure out how to make
    25:11
    some money and my dad had been a
    25:14
    successful real estate developer and
    25:16
    what he told me is he said John if you
    25:20
    want to make money
    25:21
    go find a river of money that’s already
    25:24
    flowing and go stand in the middle of it
    25:26
    and just scoop up as much as you can
    25:29
    that’s what you do that’s what you do he
    25:33
    said but you never try to make the river
    25:37
    change course he said you just stand in
    25:40
    the middle of the river that’s already
    25:41
    going and what a lot of people don’t
    25:44
    realize is there are really only two
    25:45
    rivers in traffic it’s Google and
    25:48
    Facebook go stand on one of those focus
    25:51
    on that and chances are you’ll be okay I
    25:55
    love that great advice
    25:58
    so as you take a look at at some of the
    26:02
    stuff that you’re working on the
    26:03
    projects that you working on as far as
    26:04
    coming up with content how do you come
    26:08
    up with with the content that you come
    26:09
    up with so it all comes down to what am
    26:15
    I trying to accomplish so depending on
    26:18
    the site depending on what I’m doing if
    26:21
    my goal that the three basic objectives
    26:24
    or search engine traffic social media
    26:31
    traffic or building a bond with your
    26:34
    existing audience typically
    26:38
    a post will only accomplish one of those
    26:42
    three objectives it’s theoretically
    26:46
    possible to accomplish all three but
    26:48
    almost impossible from for most people
    26:51
    unless they are extremely good writers
    26:54
    you’re better off choosing which of
    26:57
    those objectives you want to do so like
    27:00
    the post that we talked about the seven
    27:01
    life lessons was I engineered that one
    27:04
    for social that coach does not get a lot
    27:08
    of search engine traffic it wasn’t
    27:10
    designed for that on the other hand I
    27:13
    have clothes like we ranked in the top
    27:17
    three for make money blogging on smart
    27:20
    bloggers and that post was engineered to
    27:24
    be to rank high for make money blogging
    27:27
    it gets like I think 50,000 visitors a
    27:30
    month or something just from that one
    27:34
    post in that one search engine ranking
    27:38
    and so when I’m creating a post that way
    27:44
    I do things that the search engines want
    27:47
    me to do so if it’s if it’s on social I
    27:50
    generally focus on the science of
    27:53
    virality about which is mostly about
    27:59
    emotion by the way the more emotion you
    28:04
    can make people feel and general the
    28:07
    better something does on social media
    28:08
    that’s where we’re simplifying it but
    28:11
    that’s the simplest way to understand it
    28:15
    with search engines it’s about two
    28:18
    things and this is all of SEO condense
    28:21
    down into a very simple statement get
    28:26
    right the best content ever published on
    28:28
    the topic and get the biggest
    28:30
    influencers in your space to link to it
    28:33
    if you do those two things you will rank
    28:37
    a hundred percent of the time now I
    28:40
    don’t get you that’s one of things I’d
    28:42
    get questions about all the time yes it
    28:45
    is difficult and it comes down again
    28:48
    there do a few things number one if
    28:51
    your post genuinely is the best if it
    28:55
    genuinely is the best then and and
    28:59
    they’re going to link to anyone they’re
    29:00
    going to link to you right so if you’re
    29:04
    already the best you shouldn’t have any
    29:08
    shame about reaching out to them and
    29:11
    saying okay you know I noticed that you
    29:14
    write a lot on this topic I just
    29:16
    published this and you know not to toot
    29:19
    my own horn but I genuinely believe it’s
    29:21
    the best article ever published on this
    29:22
    topic could you take a glance for 30
    29:25
    seconds and and if you like it could you
    29:28
    just share it with your audience if it’s
    29:30
    genuinely the best they will okay most
    29:37
    influencers like I get emails all the
    29:39
    time from people who want me to share
    29:42
    their stuff it’s almost never the best
    29:45
    article ever written on the topic almost
    29:48
    never and whatever it is I share it a
    29:50
    hundred percent of the time okay and
    29:54
    most other influencers are the same way
    29:56
    so you can send a cold email to an
    30:00
    influential person and get them to share

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