Tom Morkes, How To Recruit JV Partners and Affiliates - Even If You Don't Know Anyone

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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 hey everybody welcome
00:18
to funnel hacker radio I’m your host
00:20
Dave Woodward and I’m super excited I
00:22
have a good friend Tom Moore qez on the
00:24
line today welcome Tom hey Dave it’s
00:26
great to be here thank you for having us
00:28
very very excited Tom’s one of those
00:31
guys who is kind of behind the scenes in
00:33
some areas but is just crushing it in so
00:35
many different things you know it’s a
00:36
company called insurgent publishing and
00:38
you and I first met when you guys were
00:40
looking at trying to crush a Guinness
00:43
World Record is that right that’s
00:45
correct yeah so tell us a little bit
00:47
about that real quick sure so that was
00:50
back in March I want to say we actually
00:53
conducted or attempted to break the
00:55
Guinness World Record it was the actual
00:57
record was for I think longest I think
00:59
technically was for like longest
01:00
uninterrupted live audio broadcast we’re
01:04
actually doing a live virtual video
01:06
summit and we actually hosted it via
01:08
blab which is kind of this like social
01:10
media slash webinar platform type of
01:13
thing where people can come on live and
01:15
watch and interact and we brought on
01:17
about 65 speakers live one hour at a
01:20
time in a row so we did it I think it
01:22
was 65 hours we did I can’t even quite
01:25
remember but I just know it lasts about
01:26
three days and we did break the record
01:28
or at least we submitted the paperwork
01:29
and it’s still in review so but we think
01:31
we we broke it and there should be no
01:33
reason that we didn’t so yeah that was
01:34
that was the project that’s really cool
01:36
well the stuff you’re working on right
01:38
now I know in the works is the ultimate
01:41
startup bundle but you’ve got a ton of
01:43
things from joint ventures rocket
01:44
launches book launches affiliate
01:46
marketing and it’s really some of the
01:47
stuff I want to kind of dive into right
01:49
now it’s a lot of our listeners right
01:50
now they’re they’ve got products and
01:52
there’s they’re starting to get going
01:53
but they’re really trying to find out
01:55
how do they bring other partners on how
01:56
do they have a builder business and
01:59
you’ve got some really cool different
02:00
ways you’ve done this over the time so
02:02
if you don’t like the tell us a little
02:03
bit about
02:04
what you’re doing and how you work with
02:06
partners and how you build your business
02:08
yeah for sure so I’ll give a quick quick
02:12
background that that’ll tie into this I
02:14
think to make it explain a little bit
02:16
better but so I started actually in the
02:18
publishing space publishing books
02:21
so obviously self-publishing then
02:22
expanding the publishing other people’s
02:24
books and then from there what I noticed
02:26
the demand was not for a boutique
02:28
publisher the the reality is a lot of
02:31
bloggers and podcasters and influencers
02:33
and stuff like that want to own their
02:34
own the rights of their own stuff they
02:36
want to have full creative control so
02:38
what we started doing was shifting over
02:40
to just the marketing and promotion and
02:42
launches at these type of books which
02:44
then led to kind of a natural outgrowth
02:45
that that was doing going beyond books
02:48
to like product launches to courses and
02:50
membership sites and summits and things
02:52
like that so that was kind of the
02:54
evolution over the last three years we
02:56
worked with people like John Lee Dumas
02:58
we we set a Kickstarter record for his
03:00
we raised almost a half a million
03:02
dollars on Kickstarter for his book we
03:04
were working with neil patel in his new
03:06
book which will hopefully be a New York
03:08
Times best seller and then in the course
03:10
courses space we’ve worked with guys
03:12
like Naveed molasses on his virtual
03:14
summit mastery and Brian Harris on his
03:16
get 10,000 thousand subscribers so we
03:18
have a good range of different types of
03:22
products and digital products and books
03:24
that we’ve actually launched and and I
03:27
guess coming back to it then to explain
03:28
like how we do what we do and we can dig
03:31
in in in details in any one of these
03:34
aspects is a big part of what we do is a
03:36
strategy timeline development and then
03:39
execution of that and and we do ours is
03:41
very much outward facing marketing so
03:43
it’s how do we recruit basically a sales
03:47
team from scratch it’s almost like
03:49
probably one of the best ways to
03:50
describe it
03:51
when you think about affiliates or you
03:52
think about even in the context of books
03:54
where we’re not necessarily using
03:55
affiliates we’re still trying to recruit
03:57
people to share the book or or or give
04:00
it to their audience or otherwise
04:02
promote it right and so regardless of
04:04
whether it’s a book launch or a product
04:06
launch and whether there’s affiliates
04:07
involved or not what we’re trying to do
04:09
is just get influencers to share
04:11
whatever it is that we’re creating and
04:12
and so the key to that I think number
04:14
one is that it lines up with what they
04:17
teach
04:18
or whatever their platform is about so
04:20
whatever their website or podcast or
04:22
blog is about that the content is
04:24
actually relevant to their audience so
04:26
we always look for number one is we look
04:29
at defining what is the product that
04:30
we’re trying to promote or sell and then
04:32
what are the themes or the themes for a
04:35
book and then for a product same deal I
04:36
would say is what are the themes around
04:38
this like where is this appropriate who
04:40
would actually benefit from this we
04:42
start that’s kind of where we start the
04:43
planning process we just kind of go into
04:45
just very kind of boring list building
04:48
and list scrubbing where we’re like
04:50
reach we’re essentially building out
04:53
hundreds and hundreds of outlets that
04:55
could potentially be partners or
04:56
potentially share or promote a book or
04:58
product and then we go through the very
05:00
rigorous and boring process of you know
05:02
in individual emails connecting with
05:04
people hopping on calls and basically
05:07
coordinating promotion around events and
05:10
it’s really time consuming but it can
05:12
really pay dividends you know I’m really
05:14
glad you brought that up I think it’s
05:16
frustrating for for us on the company
05:19
for me personally as I get hit up all
05:20
the time when people are saying hey
05:22
would you built you know what you
05:23
promote this for us would you share this
05:24
with your list would you do this and I
05:27
think what you just made mention there I
05:28
really want to make sure people
05:29
understand is it’s got to be something
05:31
that’s congruent with the person who’s
05:33
doing it you can’t just approach
05:35
everybody and say hey sell my stuff when
05:37
first of all you have no real
05:38
relationship with them and what you have
05:41
to offer them has is really gonna
05:43
actually hurt their less more than help
05:45
it so I yeah I love what you said there
05:47
it’s I know you’ve you’ve just been a
05:49
master at bringing some huge huge
05:50
players in I mean even as you were
05:52
recruiting for the authority semi I mean
05:54
some of the names you guys got to even
05:55
present was were large names I know
05:57
Russell promoted for you yep mentioned
05:59
it or at least was on the call and and
06:01
others another that’s a that’s a pretty
06:03
tough tough thing to do if you don’t
06:05
mind kind of expanding a little bit more
06:06
on on when you’re looking at that list
06:09
building that sorry how what type of
06:11
things are you really looking at it
06:12
actually makes sense for the person
06:14
totally so this is a great question it’s
06:16
like it’s both it’s almost one of those
06:19
things I think when people think about
06:20
they’re like that’s like that’s the
06:22
secret that I want is this piece
06:24
whatever Tom’s gonna say next
06:25
and I think the reality is it’s gonna be
06:28
really boring not really quite a secret
06:30
type of secret
06:31
and the reality is number one is it
06:34
comes down to relationships use that
06:35
word I had actually I don’t think I’d
06:37
actually use that word just yet but
06:38
that’s really the key when it comes to
06:40
trying to coordinating any type of
06:42
collaborative or JV promotion or launch
06:46
is the relationships that you’ve
06:47
actually already built and we can dig
06:49
into kind of that a little bit but I
06:51
would just say that’s that’s the key is
06:52
relationship so a lot of times where we
06:54
start is who are the people that we
06:55
already know who are doing this stuff
06:57
who are in that space we’ve already
06:59
connected to it and specifically that
07:01
we’ve already kind of maybe helped out
07:03
in some way shape or form maybe we’ve
07:05
already cross promoted their stuff maybe
07:07
we’ve even just as simple as leaving a
07:09
review on iTunes or sharing a blog post
07:11
and have we built up and how we
07:14
connected with them in some way shape or
07:15
form so that’s the low-hanging fruit
07:16
always is once we understand what we’re
07:18
promoting is looking at the
07:20
relationships we already have and so if
07:23
I’m working with somebody on a launch
07:24
that’s usually the first place we start
07:26
is okay what I want you to do is write
07:27
out the list of everybody that you know
07:29
that you feel relatively tight with or
07:33
friends with or at least acquaintances
07:34
and we’ll kind of look at each of those
07:36
relationships and say where do they
07:38
stand and then we’ll ask well basically
07:40
I look at like it’s kind of three
07:41
criteria is one what is the relevance of
07:44
this outlet to what is the potential for
07:49
them that we estimate that we guess it’s
07:52
totally a guess it’s totally a gut gut
07:53
kind of you know best guess what is the
07:55
potential chance that they will market
07:57
or promote or share something like this
07:58
and that’s based on like historical data
08:01
basically of have they shared other
08:02
things like this before do they do
08:03
affiliate marketing some people just
08:05
don’t and that doesn’t mean that they
08:06
won’t share what you’re trying to share
08:08
you just have to approach differently
08:09
and then the third thing is like reach
08:10
what is that platform you know are we
08:14
gonna be able to get in front of our
08:15
audience so relevance reach and then
08:18
again potential to actually promote and
08:20
so we do the hard analysis of looking at
08:21
each of these outlets and saying okay
08:23
this is this is worthwhile for us to
08:25
approach or hey this one actually the
08:27
relevance is pretty low even though the
08:28
reach is really high it just probably
08:30
doesn’t even make sense to to email them
08:33
or to ping them or hop on a call so we
08:35
really the key is I think we’re always
08:37
relevant everybody always looks at like
08:39
oh it would be really cool to get like I
08:41
don’t know like Tim Ferriss or something
08:43
like that
08:43
like share promote my stuff
08:45
the reality is like he’s only gonna be
08:46
relevant for certain types of products
08:48
or services not to mention the chances
08:50
of actually getting that to happen is
08:51
probably slim to none right I don’t know
08:52
I don’t know personally I don’t have
08:53
that relationship right but but even if
08:55
I did I’d be very cognizant and careful
08:57
about approaching somebody if it’s not
09:00
the right fit so one is do we have the
09:02
relationship and then looking at those
09:04
three kind of criteria and then the
09:06
second thing is that we don’t have a
09:07
relationship as we do the list building
09:09
we put those into another category and
09:11
these are the cold the cold outreach we
09:12
do for these type of things and the cool
09:14
part is if you do it right
09:15
you’re not just saying hey can you
09:17
promote my stuff and and it hopefully
09:20
shouldn’t come off that way and I’m sure
09:21
sometimes in the past cuz we’ve done
09:23
thousands and thousands of like emails
09:25
and connections and stuff like that over
09:26
the past couple years that some people
09:27
probably take it as that which is
09:28
unfortunate but that’s just kind of you
09:30
expect that that’s gonna happen every
09:31
now and then but the reality is that
09:33
most of the time people are actually
09:34
happy that you reached out because we
09:36
put in the time to actually like a look
09:37
at a platform and say is this relevant
09:39
we look at it and personalize the email
09:41
and messages that we send out and we can
09:44
talk about how we do that on kind of a
09:45
large scale to to like actually
09:46
personalize what we do but we’ve taken
09:48
the time to analyze what they’re doing
09:50
to look at it to make the the creative
09:53
leap or to use the to use our creative
09:55
brain power to say your platform or your
09:58
podcast your blogs about X our product
10:01
is about Y but here’s where they cross
10:03
over and here’s why we’ll be a good fit
10:04
for you and presenting it that way
10:06
number one means that you don’t burn any
10:08
hopefully don’t burn any bridges and
10:09
it’s easy yes or no like either yes I
10:12
want more information or no I’m not
10:13
interested but then the most important
10:15
thing about this is that if you do it
10:16
right it opens you up opportunities even
10:19
if they say no that this could be
10:20
somebody that might be a great fit for
10:23
something else in the future and so it
10:25
is really comes back down to
10:26
relationship building so like the core
10:28
of my business in a lot of ways is if I
10:29
can continue to build those
10:30
relationships and make the right
10:32
connections and get people not just to
10:34
promote things but also help promote
10:36
their stuff cross promote make get them
10:38
connected with other people that’s
10:40
everybody kind of wins it’s it’s a it’s
10:43
a rising tide type of thing like it’s
10:44
not a zero-sum game when it comes to
10:46
this kind of stuff but that you can
10:47
truly make it a win win win for like
10:49
everybody involved me as maybe like an
10:50
affiliate or launch person the client
10:53
that we work with for his his or her
10:54
product or book and then the person who
10:56
might be an influencer to make it
10:58
for him and or her and and their
11:00
audience right so that’s what we’re
11:02
always looking for and it’s tough it
11:03
like it takes time it takes but it and
11:06
takes awareness to of like you know is
11:08
this somebody I know
11:09
is it a warm you know warm lead is that
11:12
somebody we already know well is it kind
11:13
of more of a cold lead and then of
11:15
course looking at those three criteria
11:16
Tom I think that’s actually awesome
11:19
because I know when we first started
11:21
again I didn’t know you personally and
11:24
I’ve heard different things about you
11:25
and things but your first approach to us
11:28
was you know would you guys promote this
11:29
you know authority summit and I said you
11:31
know what we just don’t promote anything
11:32
at all which is kind of been our our
11:34
standard line is we just don’t but again
11:37
it was more than just that for you is
11:40
more about just building the
11:41
relationship and so from that we decided
11:42
you know what there’s a couple things we
11:43
could end up doing and so we ended up
11:44
doing it a unique product or offering
11:47
for for the authority summit perform
11:50
from clickfunnels which was obviously
11:51
was a huge thing for us you guys decided
11:53
to use you know clickfunnels on some of
11:54
the actual marketing and pages and
11:57
things and then from that you and I’ve
11:59
talked about a couple of other different
12:00
products projects you’ve referred me to
12:02
someone else who we’ve looked at doing
12:04
some different things with and so you’re
12:06
always out there providing value and
12:08
here we are at this point you know doing
12:10
a podcast and this podcast at the end
12:13
guys I’m we’re going to talk a little
12:14
about their ultimate sales their
12:16
ultimate startup bundles kind of the
12:18
stuff they’re doing on that and again if
12:20
people wanted they can get that as well
12:21
so you’re all about long-term
12:23
relationships which i think is really
12:24
super important tom because so often
12:26
everyone’s in it for just a quick buck
12:27
and because of that they just burn
12:29
bridges like crazy
12:31
yeah and it’s scary and it’s one of
12:33
those things I’m always cognizant of and
12:34
it’s tough because we have actually so
12:36
many people in the last week I think we
12:38
could spoke into between five and ten
12:41
people who were like interested in
12:43
hiring us for a launch and it’s puts me
12:46
in a really tough position because
12:48
because a lot of what we do is is
12:50
relationship driven number one it’s long
12:52
term and then of course from client or
12:55
from an agency type perspective which is
12:57
kind of like what we are is basically an
12:58
agency I guess you know I can only only
13:02
it can only handle so many of these
13:04
projects at a time so they have to be
13:06
really the right fit and it’s one of
13:07
those things I feel like it’s tough and
13:09
it’s one of those things I’m always
13:10
weighing is
13:11
is this the right fit is this something
13:12
that I feel confident we can win like
13:14
win with that like me promoting it
13:17
we we we benefit from promoting it from
13:19
being the person behind it that the
13:21
person we’re helping out they they they
13:22
benefit because we’re able to get them
13:24
the right connections but then also
13:26
manage it the right way and make sure
13:28
that you know we were able to you know
13:29
10x their investment in us so there’s a
13:32
lot of like questions even from like an
13:33
agency perspective on that because so
13:35
much of it is a relationships game and
13:38
and so not kind of unlike maybe like
13:40
conventional PR which I feel like it’s
13:43
when somebody says the word PR I think
13:45
kind of spammy blasts and stuff like
13:48
that so I don’t really consider what we
13:49
do PR at all but but really truly like
13:51
collaborative relationship type building
13:54
and so they yeah that’s a cornerstone of
13:55
it and again it’s one of those things
13:57
I’m always cognizant of I’m always I
13:59
always try to be super careful about how
14:01
we approach people to make sure that
14:03
it’s it’s never high pressure that it’s
14:04
always clear what the benefit is to them
14:06
and then also that there’s always an out
14:09
that there’s never gonna be any kind of
14:10
hard pressure that they have to be a
14:11
part of it and that only if it feels
14:13
right for them for their audience and I
14:15
think again kind of coming back to and I
14:17
said this I think earlier but if you
14:19
approach things that way you do end up
14:20
actually building relationships even
14:22
people who are kind of those cold leads
14:23
I told you about like will do that and
14:25
any time we do a launch
14:26
I mean I’ll end up with like twenty or
14:28
thirty new people that I didn’t really
14:30
know and I’ll be able to get to get to
14:32
get to know them over the course of the
14:34
launch and then what I always do and
14:36
this is probably something you know
14:37
people can incorporate from relationship
14:39
building standpoint is post launch you
14:40
always try to connect with them and hop
14:41
on a call or something like that and
14:43
talk through like whether it was good
14:45
for them if they liked it anything we
14:47
can improve but then also what’s really
14:49
cool is then I open it up and say okay
14:50
what do you guys working on right now
14:51
are there any people that I can connect
14:53
you with like with the authority super
14:55
summit as an example we had 100 amazing
14:56
people on the summit really amazing
14:59
entrepreneurs and business owners and
15:00
stuff like that and now that we have
15:02
those relationships I’m very happy to
15:04
like connect people to other people like
15:06
even within the summit itself and so
15:08
that’s though I’m always looking for
15:09
those kind of opportunities because that
15:10
builds that kind of social capital I
15:12
think that pays dividends down the road
15:14
well that pays huge dividends because
15:15
you are the very first one who’s
15:18
actually come back to me and you know
15:20
said to you know thanks so much for for
15:22
this how can I help you and you know
15:24
Dave hey we’ve got these hundred
15:25
but we promoted it we’ve we’ve worked
15:27
with it we’ve got great relationships
15:28
with them now hey if there’s something
15:30
that I can do to help introduc introduce
15:31
you to those guys or anything like that
15:32
and it was it wasn’t a sales call at all
15:35
it was just a genuine friend basically
15:37
calling and following up with me and
15:38
saying hey hey I got this thing going
15:40
you know how can I help you out
15:41
awesome awesome idea if you don’t mind
15:43
I’d love if we could kind of jump into
15:45
the whole personalization piece because
15:47
that is one of your strongest suits at
15:50
least from my perspective as I was
15:51
watching you and I see everything that
15:53
you’re doing you really do a great job
15:55
of personalizing things and in the whole
15:58
promotion affiliate JV game so many
16:00
people don’t so if you don’t mind she’s
16:02
kind of expanding on that I’ve loved it
16:03
here kind of what you do yeah totally so
16:06
I guess there’s a few ways to approach
16:08
it and I’ll take it from kind of the
16:11
baseline of how we actually do outreach
16:12
which is probably most important or the
16:15
thing people I would assume probably are
16:17
most interested in especially from when
16:19
it comes to like cold outreach so again
16:23
taking all the same stuff that I said
16:24
about like just being cognizant of what
16:26
is it what’s the product or what’s the
16:27
service you’re trying to promote who’s a
16:29
good fit so doing that list building
16:31
then that list scrubbing so we go
16:33
through like iterations of this like a
16:36
series of these things so when I when I
16:38
talk about list building it’s trying to
16:39
get like anybody in a niche that might
16:41
be relevant bloggers podcasters
16:42
influencers list scrubbing is where we
16:45
go through and we say okay what is this
16:47
blog we you know when we do the list
16:49
build we might get like 400 or 500
16:51
potential outlets but then we do the
16:53
scrubbing we’re going through each one
16:54
and we’re saying is this the right fit
16:56
like you takes you honestly if you get
16:58
good at it it could take you probably
17:00
like 60 seconds to maybe like maybe a
17:02
few minutes to hop on somebody’s website
17:03
read through a blog post or listen to a
17:07
part of a podcast and and know does this
17:09
make sense for what we’re trying to do
17:11
and to kind of have an impression it’s
17:13
either kind of a yes or no like maybe
17:16
not and and it’s kind of gut there and
17:18
so that’s the scrubbing piece is just
17:19
kind of mixing anybody that doesn’t feel
17:22
right from that like real short analysis
17:26
and then we kind of go more in depth
17:28
though once we do that that’s scrub and
17:30
we and we say we okay we have we had 500
17:32
now we’re down to like 200 or down to a
17:33
hundred now let’s go through and look at
17:36
what was the most recent blog or podcast
17:37
they had
17:38
relevant to what we’ve done so we’ll go
17:40
through and we’ll read like different
17:42
blog posts they they’ve created our
17:44
different podcasts that they’ve produced
17:45
and we’re looking at its different
17:47
subject matter that where there might be
17:48
crossover and will annotate that in our
17:51
list as we like kind of build this
17:52
information we’re almost doing like
17:54
we’re doing information gathering on
17:56
influencers and so as you can could
17:59
guess as we do this the more we do this
18:01
the more information we have on tons and
18:03
tons and tons of influencers which is
18:04
really cool and kind of the side benefit
18:06
of this the first time you do it it
18:07
takes forever and I know it’s always
18:09
tough anytime you do it cold and there’s
18:11
always new outlets to look at and people
18:13
who are doing great things and just
18:14
getting started and so we’re compiling
18:16
that information to say okay what can we
18:18
do then in this case to help this person
18:20
out and then that’s where we’ll do
18:21
something like will share their blog
18:23
posts on social or will listen to the
18:25
podcast write a review and then we’ll
18:27
share it on social or I’ll reach out and
18:29
just the first thing I want to do is see
18:32
what I can do to lead with value which
18:34
is either again you know if you read
18:36
like seal Dinis influence you know
18:40
obviously that could be manipulated but
18:41
I think if you do it right it’s there’s
18:43
a reason this works is that if you lead
18:44
with generosity people respond and they
18:47
feel compelled to be generous back and
18:49
that’s one thing I notice anytime
18:50
somebody like does outreach to us if if
18:53
they’re not leading with some kind of
18:54
thing that they’ve done for me I don’t
18:56
really feel compelled to do anything but
18:57
if somebody’s like oh hey I just left
18:58
you a review on iTunes or something like
19:00
that or I just shared your blog post and
19:01
then ping me in it on Twitter or
19:03
something like that guess what I’ve
19:05
noticed this person before they’ve
19:07
already done something to benefit me
19:08
even if it’s the smallest thing I feel I
19:10
need to reciprocate even in a small way
19:13
and that’s how I want to start every
19:14
relationship where there’s something
19:16
we’ve done so it’s never so that we’ve
19:18
given first so then looking at how to do
19:20
this on a large scale we use some tools
19:22
that I like to use is contextually is
19:24
like gold
19:26
it’s a CRM and I’m not a big like I
19:29
don’t obviously there’s always like you
19:31
don’t want to focus on the tools without
19:33
doing like the right kind of stuff we
19:34
just talked about like the strategic
19:36
stuff and approaching the right way but
19:37
as far as tools are concerned I think
19:39
contextual is one of the best out there
19:41
and there might be might be others that
19:42
do what I’m gonna talk about here and
19:43
why it’s so good but the really cool
19:46
feature of of contextual ease of CRM is
19:48
one of course you can consolidate all
19:50
this information that we’re talking
19:50
about so I can tag
19:53
I can add tags and I can segment all
19:56
these different people that we do
19:57
research on I can add notes to each of
19:59
them to they’re basically like their
20:00
profiles that we create excuse me and
20:02
then we can also they call them buckets
20:05
in can’t actually but I can put all
20:07
these people into a bucket so if I’m
20:09
working on a new project I’ll create a
20:11
bucket for you know client X or product
20:15
X bucket
20:16
maybe cold people I don’t know and then
20:19
we’ll maybe create a bucket for warm
20:21
warm relationships that we we already
20:23
know and then maybe we’ll do maybe we’ll
20:26
even segment that by what type of
20:29
platform is it is it a podcast is it
20:31
blog is it a YouTube channel is it
20:33
something else some other kind of media
20:35
publication and so then we have all this
20:37
great information on these people we’ve
20:39
segmented them the right way and then
20:40
comes the outreach so the ability to
20:43
personalize large-scale outreach is why
20:46
I love contextually they have this
20:47
feature called scale mail which allows
20:50
me to essentially create email templates
20:54
and then personalize each one to the
20:56
people that are beings that they’re
20:58
being sent out to there are ways you
20:59
could probably like automate this more
21:01
that I am kind of nervous about we
21:03
actually mean it will manually go
21:05
through and we’ll add the stuff for each
21:07
person just because there’s probably way
21:08
you can use merge tags and the sky’s the
21:10
limit with merge tags but you could
21:12
probably go ahead and merge tag a lot of
21:14
like personally stuff but then it kind
21:15
of still feels like a merge tag if you
21:19
if you aren’t careful so I’m very like I
21:22
I believe that it’s worth the extra few
21:24
hours it’ll take us to personalize these
21:27
emails but the fact that I can I can
21:29
send out because I know I’m gonna I’m
21:31
knowing you know again as you think
21:32
about it I’m segmenting I know why I
21:34
want to reach out to the people I know
21:35
that they’re like cold and I don’t
21:37
really know them yet but I know that
21:38
there’s gonna be you know however we’ve
21:40
segmented I can then instead of saying
21:42
one-off emails and I’m sending just from
21:43
Gmail which would take like a day or two
21:46
I can spend maybe three hours in can’t
21:49
actually scale mail create one generic
21:51
template and then personalize certain
21:54
elements of it that are the most
21:55
relevant like hey I just listened to
21:57
your recent blog post on the subject I
21:59
just shared it if that’s the you know
22:01
the truth right and then I can say I
22:02
thought it was relevant I thought this
22:04
other thing that I’m working on might be
22:05
relevant be
22:06
this these few reasons and that might be
22:09
personalized for each outlet but that’s
22:11
the kind of thing that goes the extra
22:12
mile I think and means that you don’t
22:14
get just immediately deleted at least
22:16
most of the time so our response rate on
22:17
these things when we’ve done thousands
22:19
and thousands of emails like this is
22:21
upwards of like 30% which I don’t I
22:24
don’t know what’s you need to Street
22:25
averages but that’s I think that’s
22:26
pretty good that’s huge
22:28
no that’s huge especially considering
22:30
you don’t always know those people and
22:32
some of them kind of cold so I mean oh
22:34
that’s it that’s huge response rate I
22:35
think it’s fantastic yeah and we are one
22:38
another thing too is like I don’t know
22:39
if this comes came off the right way but
22:41
we don’t start with the pitch either
22:42
especially if it’s cold but we’ll just
22:44
start with like that first email where
22:46
it’s personalized and it’s leading with
22:48
something generous and then if they
22:49
respond and they say thank you then we
22:52
might follow up and say hey you know
22:53
what are you working on or hey you know
22:54
what what are your what are your goals
22:56
like over the next few months like if
22:58
it’s a podcast sake are you interested
23:00
in you know interviewees if it’s a blog
23:03
like what’s like you know I don’t know I
23:05
asked I’ll ask questions that’s
23:07
personalized too but the nice part is
23:08
we’re able to get the first email out
23:11
broadly to many people much quicker than
23:14
we could if we were just writing
23:15
individual emails and then I can follow
23:18
up on an individual basis to ask them
23:20
more questions that are kind of leading
23:21
questions I want to find out more about
23:22
them I want to find out what they’re
23:24
working on I want to find out if there’s
23:25
something actually I could immediately
23:26
do for them because if somebody’s like
23:28
as a podcaster is like oh yeah I’m
23:29
always looking for great guests on this
23:31
topic then boom I might actually have a
23:33
client that’s perfect for that right but
23:35
I didn’t just pitch them hey here’s my
23:36
client would you would you interview
23:37
them it was it was the right process to
23:41
like let them let me know if if offering
23:44
something is appropriate does that make
23:45
sense oh yeah totally does I think it
23:48
kind of goes back to the whole idea as
23:49
far as you know did your well before
23:50
you’re thirsty type of approach and
23:53
unfortunately too many people you know
23:55
I’ve seen this happen so fast word
23:57
they’re just just throwing so much crap
24:00
on the wall hoping some of it six that
24:02
someone’s gonna promote for them and
24:03
you’ve done a great job of always
24:05
building that relationship and as far as
24:07
you know digging your well before you’re
24:08
thirsty it doesn’t have to be years and
24:10
years in advance I mean this your
24:11
process literally is what week two three
24:14
weeks four weeks yeah it’s pretty quick
24:17
and you’re providing so much value to
24:19
these people that they’re going
24:20
yeah you know what I appreciate your
24:21
help yeah at least I’ll have the
24:23
conversation which is the main thing all
24:25
you’re trying to do it first is just get
24:27
that conversation going where you say
24:28
hey let’s see what we can do together
24:29
yep that’s exactly it and yeah we our
24:32
process may be like usually if we’re
24:34
doin like we kind of break it down by
24:36
phases of different launches and stuff
24:38
like that we might have our recruiting
24:39
and outreach phase might be like two
24:41
months just to give us extra time but a
24:44
lot of that is just done in the first
24:45
couple weeks of that first initial app
24:48
first initial email and then responding
24:50
and then following up to see if we can
24:51
schedule calls to sit down and chat and
24:54
then of course following up with anybody
24:55
who hasn’t responded and that’s another
24:57
interesting thing like sometimes if
24:59
we’re doing like a bit like more
25:02
large-scale promo especially with warm
25:05
leads we’re I will say this I am pretty
25:07
aggressive when it comes to following up
25:10
and that’s another area where again you
25:13
can either love that or hate it
25:15
I I love it for the simple reason that
25:17
I’ve gotten so many people who have said
25:20
to me wow like after the third or fourth
25:21
and usually I’ll cap at around like for
25:24
three to four emails tops so like the
25:27
first email it’s just outreach then I’ll
25:29
have if somebody doesn’t respond I might
25:30
have maybe two to three to drip out and
25:33
just say hey just check and see if you
25:34
got this hey no pressure but just want
25:37
to see if it you know yes or no or
25:38
something like that that’s if we’re
25:39
doing kind of like this kind of direct
25:40
pitch type thing like for example like
25:44
with John John we do mrs. book he had
25:46
you know establish maybe like a thousand
25:47
relationships over the course of all as
25:49
podcasting so we talked about what’s the
25:50
purpose strategy there and he just
25:52
wanted to say hey let’s just do go
25:54
straight to the pitch and say I’m this
25:56
one I’m working on I’m and I’m asking
25:58
for a request because he basically said
25:59
hey anybody who’s been on the podcast
26:01
that’s what I said is I don’t want
26:02
anything from you right now but like
26:04
then it was okay let’s go straight to
26:05
this so in that case I would never brush
26:07
to this ever but if they’re already
26:09
relationships that are established or
26:10
something like that then we basically
26:11
said okay here’s what John’s working on
26:13
he’s just asking for your help if you
26:15
can share it in any way shape or form
26:17
and what we did is we just put it on
26:18
again and some other cool tools like
26:21
follow-up see see is the ability to kind
26:23
of craft auto follow-up emails that drip
26:25
out over the course maybe like two weeks
26:26
you know one two three or you know some
26:30
kind of those kind of emails we ended up
26:31
doing that and what’s crazy is
26:34
you think one email be enough but you
26:36
actually leave so much on the table if
26:37
you don’t remind people because a lot of
26:39
people you’re reaching out to are super
26:40
busy so they don’t respond to the first
26:42
thing and oftentimes they’ll just delete
26:43
it if it’s the first thing and they
26:44
don’t see it but if somebody politely
26:46
but a graph that’s why I don’t like to
26:48
use the word aggressively but but
26:50
politely but persistently follows up
26:52
they’re gonna give it they’re gonna at
26:54
least say no which I’m okay with like we
26:56
always we always position this stuff so
26:57
it’s an easy easy no or yes or you just
27:01
send me more information if that makes
27:02
sense so that’s all about how you
27:03
structure that that email - is that
27:06
basically if somebody just can give you
27:08
the courtesy of saying it no thanks so
27:09
this isn’t good then then they can do
27:11
that but we’ve had we had numerous
27:12
people that after like the third or
27:14
fourth email okay thank you so much for
27:15
following up again I just was on
27:17
vacation or thank you so much following
27:18
again this went in my inbox and I wasn’t
27:20
able to find it and we ended up getting
27:21
you know hundreds of people to promote
27:24
that we otherwise wouldn’t have if we
27:26
had not done that follow-up sequence I
27:27
think that’s fantastic well let’s spend
27:29
just a few minutes I want to talk more
27:31
specifically about this whole the
27:33
ultimate startup bundle yeah because it
27:35
ties into exactly what you’re talking
27:37
about and the way you approached us in
27:39
doing that so we’d already had some
27:41
relationship with regard to the
27:42
authority summit but then you came babe
27:44
you basically came back and said hey you
27:46
know Dave we love Russell’s book we’d
27:48
love to be able to promote it do you
27:50
have in a digital format and you know
27:52
unfortunately don’t write but that’s
27:54
kind of how it started and then it went
27:55
from that to say well so tell me you
27:57
know tell more about what you’re doing
27:58
as far as why do you need the book and
28:00
well it was yeah where you’ve got this
28:01
ultimate startup bundle and so it was a
28:03
very natural conversation that then led
28:06
into creating this so if you don’t mind
28:07
spend a little bit of time talking about
28:08
what the ultimate starter bundle is and
28:10
Mike really what I want so for those you
28:13
guys who are listening I’d love for you
28:15
guys to funnel hack this pay attention
28:17
to it look at it buy it and it’s they’ve
28:20
done a great job of doing this in
28:22
multiple niches and it’s really why I
28:23
wanted some kind of have Tom on the call
28:25
today you know if you don’t mind first
28:27
of all tell us a little bit about what
28:28
the ultimate starter bundle is the
28:30
different types of niches you’ve done it
28:31
in and how how this all works yeah so
28:34
I’d say this is like one of the most
28:35
collaborative projects I’ve worked on
28:37
just because it’s actually a joint
28:38
venture type project between me and
28:40
ultimate bundles com run by Ryan
28:42
Langford super smart guy great guy
28:44
really nice knows the stuff and he built
28:47
all
28:48
to make bundles over the last I think
28:51
he’s been live for like two years I
28:52
think they’ve done about 130,000 or more
28:54
sales of different bundles and in
28:56
different niches and so conceptually
28:58
what a bundle is in this case is usually
28:59
a digital bundle it’s a digital it’s a
29:01
digital curated list of books and
29:03
courses on a specific subject so they’ve
29:05
done it on home making they’ve done and
29:06
on
29:07
you know DIY stuff and they’d never done
29:09
anything in the business space and my I
29:13
guess you could say my specialty is in
29:15
the business and marketing space and
29:17
having again over time kind of built a
29:19
lot of these relationships and done a
29:20
lot of book launches in the business of
29:22
marketing space and in knowing a lot of
29:24
writers in that space and so we talked
29:27
and it made sense to team up on this
29:29
until it kind of leveraged our
29:31
individual skills on in that regard
29:33
so as totally like from the beginning
29:34
was a collaborative project between our
29:36
two companies and then the bundle itself
29:38
conceptually is this it’s called the
29:39
ultimate startup bundle and as you could
29:42
surmise it’s about how to start a
29:44
business from scratch and then grow it
29:48
and scale it so it’s not just for the
29:50
beginner who’s just has nothing but it
29:52
also goes through every essentially kind
29:55
of the life cycle of a small business to
29:57
kind of growth and scale and actually
29:59
getting like that traction to get to
30:00
maybe $100,000 or more whatever that

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