5 Life Lessons That Will Make You Truly Rich (Father Teaches Wisdom) (Motivational Video) – Watch On Youtube:
Speaker: Callum Janes for Fearless Soul | Music composed by Patrick Rundblad for Fearless Soul
*Transcript Below – 5 Life Lessons That Will Make You Truly Rich (Father Teaches Wisdom)
I was talking recently with a very successful man… successful in the eyes of the world, yes, but also in every area that matters. Sure, he was wealthy, he had all the achievements… but he also had things that money can never buy… Freedom, passion for life, love, amazing relationships, a beautiful family life, a real sense of peace… and genuine joy.
Curious, I asked this man if he could share any secrets to his success… He told me that he learned 5 priceless lessons from his father, that will make anyone truly rich.
He said, “These 5 priceless lessons have the power to change any life, and they are:
- NUMBER1: WORK HARD BUT DO NOT PUT MONEY FIRST
- NUMBER 2: GIVE WITHOUT EXPECTATION
- NUMBER 3: BE PRESENT
- NUMBER 4: LIVE WITH INTEGRITY
- NUMBER 5: SMILE, LAUGH AND DO NOT TAKE LIFE TOO SERIOUSLY”
This list didn’t seem like anything out of the ordinary I told him. How could these principles make anyone truly rich?
Here’s his response:
NUMBER 1: WORK HARD BUT NEVER PUT MONEY FIRST
“Money doesn’t make you rich. Passion, purpose and love make you rich.
If you have all the money in the world, and you hate what you do, you’re not rich.
If you have all the money in the world, but don’t have passion for life, you’re not rich.
If you have all the money in the world, but have no love or special relationships in your life – you’re not rich. You can not be rich with money alone.”
You might have a Ferrari but that isn’t going to make you feel better. It’s not going to give your life meaning. For all of those who say ‘I’d rather cry in a Ferrari’ – you only say that because you can’t afford a Ferrari. If you’ve stepped on everyone to get where you are – if everything you do is for money – if you’ve burned all your most valuable relationships in your pursuit of success… no amount of money will save the emptiness headed your way.
The only things that make a man rich are PASSION, PURPOSE AND LOVE.
There’s many other names for these things; MEANING, CONNECTION, DIRECTION… call then whatever you like, but they are the three most important factors in living a rich life. PASSION. PURPOSE. LOVE.
Don’t get me wrong. I have money, and money is an amazing thing that can do so much good. It can buy you a level of freedom. Not total freedom, because that can only come from within. But it can give you the freedom to follow your passion and your purpose, which is so important. It can buy amazing things and help many people… if you choose to do so.
There is nothing wrong with EARNING money, even large sums of wealth – but if that is your ONLY or primary goal… just to make money, it will leave you empty. Guaranteed. Money should never DRIVE YOU. Do what you are passionate about and the money will come.
WORK HARD, EVERY DAY doing something you love – something that makes you jump out of bed every morning excited to begin the day. Something that has a bigger purpose for the world… but never put that work before love, connection and time to create your own best self.
If you have PASSION and PURPOSE for what you do, there will be no resistance to CONSISTENT HARD WORK. You will thrive on working hard to achieve your goals because they will have MEANING. Find that MEANING first and the money will find you.
NUMBER 2: GIVE WHEREVER YOU CAN BUT NEVER COUNT WHAT IS OWED.
“What does this mean” I asked?
“My dad taught me to give. But to give without expecting anything in return. Most people give, only because they want something in return. Their intentions aren’t pure. They give only because they want something back and they keep tabs… ‘you owe me this, because I did this.’
My father was genuinely generous. Even when he didn’t have much – he would give. Sometimes his money, but most importantly his time, and his full presence. Although he never expected anything in return, of course he was always paid back 10 fold… because that is how this universe operates… it’s called Karma.
He gave love and he got it back with interest. He gave his time and presence and he was paid back with others’ time and interest. He gave money and money came back naturally.
He didn’t hold on tightly. He didn’t hold back because others held back, and as a result everything flowed back perfectly.
He taught me to treat others how I would like to be treated, and so now I give wherever I can, in much the same way… I don’t keep tabs but my life is pretty abundant so I guess I have given a lot.
NUMBER 3: BE PRESENT.
“What does it mean to be present and how could this have any meaningful effect on your life?” I asked.
His answer surprised me as he said this was the one thing that made his father his hero, and also the one thing that he believed made his life so rich. He said:
“I couldn’t articulate it when I was younger, but my dad always had a special energy about him… Every time he was around, he made you feel special, without ever really doing anything noticeable or out of the ordinary.
When I was older I read somewhere that the only thing any child ever wants, including adult children, is to be seen by their parents… is for their parents eyes to light up when they enter the room. Well, that was my dad.
Whenever any of us entered the room, his eyes and his entire being would light up. There’s no amount of money in the world that could buy that genuine love and presence and no amount of money can buy the effect it has on someone throughout their life.
Imagine if you gave this kind of presence to everyone you cared about. Imagine if you gave this kind of presence to everyone you came into contact with.
The kind of presence where they can see VISUALLY how you really feel about them. The kind of presence that makes everyone you come into contact with feel special, unique, important, worthy.
When you receive this you are given a gift that enhances your life. When you GIVE this gift, the receiver feels it so deeply… perhaps they aren’t conscious enough to articulate it… or understand it or even to return the favour… But if you give it genuinely – your life… your relationships – they will never be the same.
Love will never leave you, when you need it, it will be there.
There’s nothing more important than genuine presence and showing everyone you love, how much you care for them. Be present. Treat others, especially those you love, like they are the only person that exists in this world. Treat them like they matter. Not only that the matter but like they are special to you.
Make everyone feel special, unique, important. It builds the strongest bonds, the greatest friendships, the best relationships.
NUMBER 4: LIVE WITH INTEGRITY
“My father always taught me to lead by example and to live with integrity.
Do the right thing… by yourself and by others. Live with integrity knowing you have always done the right thing by other people.
Those who put others down to get ahead won’t stay ahead for long. Do the right thing by others and they will do the right thing by you.
When no one is watching… live as if everyone is watching. DO THE RIGHT THING. Never do anything that you would not want done to yourself or anyone you love.
NUMBER 5: SMILE, LAUGH AND DO NOT TAKE LIFE TOO SERIOUSLY
“Lastly, my father taught me, by his example to ENJOY LIFE as much as possible. Smile. Laugh. Play. Enjoy every day, and every moment with those you love.
Don’t hold on to negativity or resentment. Let it go, and move back to joy. Who knows how short this life is? You don’t. I don’t.
We’re all chasing something… hoping it will make us smile, make us happy… why not just BE HAPPY… The funny thing is, when you stop chasing, and start BEING… more of those things come to you naturally.
When your mind is clear you make better decisions, and better decisions lead to better results… Results or no results, nothing is better than a life full of joy. That should be the primary goal of every day – filling it up with joy.”
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A comprehensive 3-step guide to build your product and sell it automatically.
Photo by Adam Nowakowski
By Jon Brosio
So you want to build a passive income online business but don’t know where to start?
Well, luckily for you — you’ve landed in the right place.
What you’re going to read in this article is my proven method for building a passive income online business. Now, I’ve been at this for about 4 years and I have gone from absolutely obscure and unknown online writer to over 3 million views, 5-figure a month income, working for myself, and doing the work that helps fulfill me that my office job and restaurant gigs couldn’t.
Now there are essentially two elements to my online business:
Active — the tasks, roles, and responsibilities that I follow in order to build and sustain the latter part of the business. These roles and responsibilities include: active writing, the building of courses/ebooks, site maintenance, drafting of email broadcasts etc.
Passive — the passive side of the business is everything involved with the systems of the business that I built. These processes work on autopilot. That isn’t to say they “pop out of thin air” there is active work needed in order to grow this side of the business. However, once those systems are in place, I am able to completely turn my attention back to the active side of the business.
This article is about that second element: how to build an effective passive income machine.
The foundation of your online passive income business
Let’s consider a few things before we jump right in…
Let’s consider that:
You’re consistently generating content that drives traffic (this could be through paid advertising, it could be through the creation of organic content on content platforms, it could be through content on your site that’s SEO optimized (so it can generate traffic).
You’re using and email service provider and building/attempting to build an email list
You’ve already created a digital elearning product. You don’t need to go overboard here — all you need is something that teaches your site/platform visitors how to solve a specific problem.
You need all of these things in place in order to proceed forward.
Now the first two considerations have too much nuance to you as the reader for us to illustrate the in’s and out’s of creating content. Plus, if you’re thinking of creating online writing content — there are so many resources already available in my own content library that can help you with this.
We are, however, going to go over the third consideration — how to create your own digital product that is going to be sold passively.
We’re not going to go over exactly what product you should or need to create — you can find the answer to that question by probing and surveying your audience and email list. Simply ask them what problems they are dealing with and think of a solution to a problem that comes up and creates a theme.
Okay — let’s look at creating your passive income digital product…
How to create your passive income digital product
Okay, so let’s get into the actual technical elements of creating our passive income product from scratch.
Please note, we’re going to be building an ebook download passive income product.
Now, when most people think about an ebook product, they throw their arms up in the air because they assume they’re going to need to hire an expensive freelancer on Upwork or Fiverr because they don’t have any design knowledge.
Well — like you, I’m one of those people. I’ve also created my ebook from scratch without paying any designers and I’ve sold thousands of dollars worth of my book and hundreds of copies.
So, imagine you have the idea for your book that is going to be a solution for a given problem within your operating niche. What’s a niche? A niche is,
“A specialized or focused area of a broader market that businesses can serve to differentiate themselves from the competition.”
So for you, let’s say it’s health & fitness.
You are solving a problem to help your readers build a “Greek God Bod.”
Okay — we’re going to build an ebook from scratch considering that idea what I just wrote (now I’m not a health & fitness expert so hold some criticisms if I’m way off the mark in the promise that we make later).
Let’s assume that you’ve already written out the guide (book). You maybe did this in a GoogleDoc (recommended). The most important part of this guide is going to be the cover of the book.
Contrary to the lie you were told as a kid — we do judge books by their cover.
At least subconsciously…
This has been proven by California Institute of Technology Professor Leonard Mlodinow in his 2012 Best Seller, Subliminal: How Your Unconsious Mind Rules Your Behavior,
“Moreover, when quizzed about the reasons for their decisions, the subjects proved completely unaware that those factors had influenced them […] Their comments included much about the relative merits of the detergents, but none mentioned the box. Why should they? A pretty box doesn’t make the detergent work better. But in reality it was just the box that differed — the detergents inside were identical. We judge products by their boxes, books by their covers, and even corporations’ annual reports by their glossy finish.”
Thankfully, we won’t be creating this completely from scratch — we’ll have some free templates to work with.
These templates can be found on Canva — a free to use design platform that has preloaded templates ranging from business cards to Facebook ad banners.
So after you’ve created your free account, you can see on the home page, the template for a book:
Source: Author Canva Account
Once you click there, you will be brought into the design page.
Here, we’ll be creating our downloadable passive income book.
Now — first following the “red arrows” we can see that in the search box, we searched within our niche (fitness).
After that, we selected the design that is going to fill our needs (second red arrow).
Next, our template gets expanded and set in the design area. You can now see with the “green boxes” that the text was changed from the template’s given text to the headline we chose earlier:
Source: Author Canva template builder
Finally, what we’re going to do is add our content to the rest of the book.
You can barely see it in this image, however underneath the cover page is a button that says, “add page.” We’re going to want to click that and it will put a blank page underneath our cover.
From there, in the left hand design navigation bar, we’re going to select “text” and then build a text box on that blank page copying and pasting our content from the GoogleDoc we created earlier; creating a new page whenever we run out of room.
You’re going to then download (in the top right) and save as a PDF.
Save it somewhere in your computer because it’s going to be uploaded at a later time.
Next, we’re going to go into how to store that newly created digital product into a digital storefront.
How to setup your storefront to sell your product
This isn’t the first time I’ve written about this.
Generally when I have — I talked about two different ways this can be done and I really glossed over the technicalities of each one. I would generally give an overarching “idea” of what needed to be done and let the reader figure out the rest.
I’m sorry for doing that…
So in this article, I want to be more thorough for you. With that, however, I can only choose one of the methods I generally go over.
So, with that being said, we are going to go over using a hosted WordPress site and using WooCommerce (free plugin) in order to do so.
If you don’t have a hosted site yet, don’t worry, it’s actually not too hard to get it setup. I use bluehost personally but you can find other hosts like siteground, hostgator, godaddy etc.
Unfortunately, we’re also not going to go over the “science” of choosing a domain name and setting up a theme (I put science in quotes because I actually think people overthink this step) because I feel there are already scores of articles, walkthroughs, and how-tos on how to accomplish this and putting this type of information in this article will surely bore you to death and that’s the last thing I want.
We’ll assume that you already have a hosted WordPress site and an operating theme.
Considering that, we can move forward with the WooCommerce plugin to sell your passive income ebook.
Setting up WooCommerce:
Like I said, WooCommerce is a free plugin (there is a paid version, but we don’t need it). It can be used to sell everything from:
- Physical products
- Digital downloads
And of course, we’ll be focusing on that last bullet point.
Now that you have your saved PDF, we need to upload it to WooCommerce in order to allow for someone to purchase it.
It is to be noted that you will need to setup your Stripe and PayPal accounts in the settings section of the WooCommerce plugin in order to be paid. This shouldn’t be too hard if you are already operating in a country where Stripe and PayPal are allowed.
So when you’ve downloaded the plugin, you will see “products” on the left navigation bar of your WP site.
You will then want to upload your newly created passive income product and add it to the backend of WooCommerce. You can do this by clicking “add new”. See image:
Source: Author WP dashboard
From here, You will be put into the “product” page on the backend of WP and WooCommerce. You will have a series of steps listed out in the image that is going to follow.
Rename the product to what we named it in the previous step
Make sure the product is both “virtual” (doesn’t need a shipping cost) and “downloadable” (can be uploaded into WooCommerce).
Choose your product price
“Add file” and then “choose file” (find the saved PDF we created earlier)
Source: Author WP dashboard
You can also choose the thumbnail image, download limit, expiration etc.
Really those are all variables that you can mess around with but they’re really not applicable to what we’re doing.
Again, we’re trying to keep this like a basic b — .
This next step is going to get a little tricky to fully illustrate seeing as you might have one of a thousand different themes/page builder already setup on your site.
So, I’m going to include the shortcode for the “buy button” that you can implement on your site. We’re not actually going to build the sales page because there are too many variables that are specific to the page builder and you might not have that.
So, as broadly as I can put it — when you’re building your new WP page, you’re going to want to include an image of your product (which you can take directly from your Canva PDF) and put that somewhere on a sales page.
You can also put this product on a landing page builder (Convertkit, Mailchimp, Leadpages, Unbounce etc).
But you’re going to want to go into your WP page builder and start a new page.
In your page builder, you’re going to want to add a button element.
But this isn’t going to be a normal button we can add in our page builder — it’s going to be a shortcode.
Now — and this part is really important — we need to tell the WP site where to lead the clicker if they click on the button and we want to lead them to the WooCommerce uploaded PDF product that we just uploaded. So, in order to do that, we’re go to add our own WordPress shortcode in the button. You can look up with your page builder how to do this (elementor, WPbaker, Thrivethemes, elegantsthemes etc.).
So, the shortcode we need to embed on the page is WooCommerce’s “add to cart” short code. You can copy this shortcode that was taken directly from WooCommerce’s shortcode database:
It’s important to note that you’re product id probably isn’t going to be “99”. In fact, you can see where yours is by hovering your mouse over the product in the product list and seeing the id:
Source: Author WP dashboard
So then obviously, yours would look more like:
Now, I am able to show you at least an illustration of the code injected into the page but not on the page builder — it is through the backend page builder that comes strictly with WP.
Again, this is because I don’t want to confuse you that my screen looks different than yours and my elements are different etc. If you are operating with WP, you will at least have this screen.
Note: there isn’t any copy text, images of the product etc. Again, I had to do this because the pages would look different and cause too much confusion.
Source: Author WP dashboard
So when you actually publish this page and someone clicks on the “add to cart” button, they will have your PDF added to their purchase cart and a completed sale of this passive income product can be completed.
Below, you will see a “dummy” page that shows the shortcode in an actual page and how it looks. You will see I did a basic design to include an image of the ebook on the right.
This is what the sales page could look like with an actual page builder (the one used in this example is thrivethemes). See image:
Source: Author example WP page
You can find the URL to the page you created from the backend of your WP site. You’re going to need this URL so you can direct your audience to this page should they have interest in the product that you just created.
Directing your audience to the sales page (automatically) is where we’re going to pick up next.
Passively directing your audience to the sales page
So, the passive element of this whole sequence is coming into play now.
I know, I know — we’ve had to do a lot of “active” work in order to get here. But I promise we’re nearing the place where all of this is going to fire off automatically thus making it a passive income system.
So, if you’re not building an email list by now — you really need to.
Unfortunately in this article, we’re not going to go over building an email list in depth. We’re already nearing 3,000 words and there’s no way we have enough bandwidth to include that here (it could really make up it’s own book — just building an email list).
Let’s consider that you’re including opt-ins with your articles (you know, those fancy things you see at the end of articles).
Whenever someone opts-in to your email list, you can start a “welcome sequence” email that welcomes the new subscriber. From there — you want to welcome them into your tribe over the next few days:
What can they expect to gain from the list?
What can they expect to learn?
How many emails daily/weekly/monthly/yearly can they expect to receive?
Do you do shoutouts?
What’s a bit of your background?
After that (let’s say it’s a 5 day sequence) — on day 5, you can “pitch” this product that we created in the email. You would simply let them know that the product exists in the email and include the URL from the page we just built.
Now, not everyone is going to be interested in the book— but there are going to be people who want the value you can offer them by providing them with this product.
And you’ve done just that!
Now, everytime someone signs up for your email list, they are going to be automatically (cough — passively — cough) sent through the system we provided and be “pitched” this product.
I can promise you — if you’re providing enough value from front to back (from the exposure of your content to the pitch of the product) you’ll definitely be creating customers.
Note: you can find how to create sequences with your specific email service provider by doing a quick Google search.
Wrapping it up
You owe it to yourself to be rewarded for all of the knowledge, wisdom, and information you can share with the world.
You can do this through the creation and passive sale of your very own information product.
How do you do this?
Well — the quickest way to get all of this done is to:
1. Create your digital product:
You can create your digital product by simply writing it in a GoogleDoc and then formatting it for free with the help of Canva.
Canva is an online platform with hundreds (if not thousands — I haven’t counted) of templates for digital creation. The important one here that we want to focus on is the “book” creation.
you can simply:
- Search for your niche
- Choose a design
- Change the wording and some of the formatting
- Copy and paste your GoogleDoc to the rest of the template
- Save as a PDF
Once you have saved your newly created product, it’s time to upload it so people can buy.
2. Create your digital storefront
In order for your future customers to purchase this product, you need a “digital storefront.” For the purposes of this article, this comes in the form of WooCommerce — a free WordPress (WP) plugin.
Follow along in the directions above for uploading your product into WooCommerce and then implementing the WooCommerce “add to cart” shortcode button so when a site visitor clicks the product — it will be added to their cart.
Next, you’re going to need to sell the product passively through your email list.
3. Passively direct your audience to the sales page
If you aren’t currently building an email list — you need to be.
Like, right now.
An email list allows you to build a tribe of subscribers that you can then direct to and pitch your newly created passive income product.
You do this through an email welcomes sequence.
The sequence goes through what to expect from being on the list and then ends with a “pitch” at the end.
And there you have it — the quickest way to get up and running with your very own passive income online business.
Is there active work that needs to take place in order for all the systems to be build.
But once you’re there — you’ll see payment notifications roll in from the sale of your passive income digital product.
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How to create powerful hooks with Brendan Kane.
By Fab Giovanetti
Marketing is a discipline that is strictly linked to currencies. May those be social currency or return on investment (ROI), we are looking for ways to make our content stand out from the crowd and lead to, ultimately, sales.
What if I were to tell you that, right now, there is a much more important currency you should be focusing on? Attention.
A study by Microsoft concluded that the human attention span has dropped to eight seconds — shrinking nearly 25% in just a few years.
Attention is one of the most important currencies in the online world, and for good reason. Boston Digital called us the Impulse Generation. In the Impulse Generation, age is not the principal factor, but our dependency on the web and mobile devices for fast, easy access to information.
This means our brains have been reprogrammed to get answers and get them fast. How can we make a mark in such a world? How can marketers tap into storytelling and stand out from the crowd?
In the past month, I had the pleasure to interview author, marketer, and strategist Brendan Kane for our podcast, and discuss in the depth the principles from his second book, Hook Point: How to Stand Out in a 3-Second World.
Brendan has worked with hundreds of individuals and brands providing business and digital strategy for more than 15 years, including MTV, Taylor Swift, Rhianna, and many others.
As well as show business and entertainment, he has helped a variety of brands and companies, testing and refining the way storytelling can impact individuals online and offline.
The Power of Hooks
When talking about hooks, we are referring to the first three to five seconds that audiences are spending consuming your content. Knowing how to build hooks is the most valuable skillset that you can have. Most people caught up in building followers or sales, which are all important — but if you can’t figure out how to hook people it’s not going to sustain.
In order to start building effective hooks, Kane suggests studying the market. Finding great hooks already out there can help you refine your own strategy and find patterns within the space.
“What is a billboard that makes you stop? A TV ad or a Facebook ad? Taking that sentence or the first three to five seconds and plug in your words or your content.”
Kane recalls how one copywriter he interviewed for the Hook Point book has sold over a billion dollars through copywriting.
He told the story of when he first started out and he was horrible at creating hooks, so the exercise he started doing was to find other people’s hooks and plug his messages, his services, and things of that nature. “It starts training you to think in that capacity”, he added.
Getting someone to look at your content is a challenge. But captivating them enough to stay and give it their full attention? Unheard of.
When thinking about hooks, it’s important not to confuse them with clickbait content or strategies. Kane points out that clickbait is not going to deliver value to your brand, and that’s when powerful hooks can have such a considerable impact.
In constructing a powerful hook that’s effective, there are three core pillars.
The first is the hook itself, which Kane explains to be designed to capture attention such as pattern interruption or subverting expectation by standing out from the crowd.
The second is a story. Kane explains you have to have a compelling story to match the attention that you’re going to grab because if you grab the attention, then you don’t have a powerful story, then it falls apart. And that’s typically where clickbait happens.
And then the third, which is just as important, is authenticity and credibility. Do people believe what you are telling them?
If you can’t capture attention, you’ll never get to the story. If you capture attention with a poor story, you’re going to lose people. And then if you capture attention with a powerful story, but it doesn’t feel authentic, then it falls apart.
With this simple yet powerful system, Kane points out why you need to have these three key pillars playing off of each other in order for that whole model to work into actually maximize the value of attention.
How can we measure hooks through marketing practices? One of the best examples can be outlined through email marketing.
Just to break down those three pillars in terms of an email analogy, grabbing the attention is the subject line and how you measure that is the open rate.
This means shifting the focus of your emails to what matters the most, your headlines. For example with our newsletters and emails that we focus on that (subject line) first, and we’ve taken our email opens from like 8 or 9%, up to like 40 or 50%, and that’s by testing those headlines.
If you don’t get people to open the email, you don’t even get to the content, which means you’re not getting to the second pillar, which is a story. To measure the effectiveness of that story is if you put a link in the email, you can measure with the effectiveness of what that click-through is.
At the same time, trust and credibility can play to the click-through percentage. If you’re trying to drive that click-through into a sale, or to some type of registration that can tell you how effective you are in terms of building that authenticity and building in that credibility.
This is a perfect example of those three pillars put into action by looking at what happens with email marketing.
Now that we understand the principle of powerful hooks, how do we present them in a way that resonates with our audience?
Ahead of our interview, I listened to Kane’s first book One Million Followers, in which he challenged himself to build a million followers in 100 countries in 30 days. In the book, he discussed something known as process communication, a communication framework he works with to this date.
The core concept revolves around the idea that people perceive the world in different ways. That means that the way that you express your product or brand or service needs to understand how different people perceive it.
“Do they perceive the world through feelings, emotions, thoughts, logic or opinions? That’s another thing that I think businesses don’t really think about when they’ll create one ad or one way to present their product or brand.”
According to the Process Communication Model, each of us represents a unique combination of six different types of personality, including the thinker, the persister, the harmoniser, the rebel, the imaginer, and the promoter.
How can we apply this knowledge effectively to a business?
The secret of reaching wider audiences lays in testing different messages.
“We did this in the film industry all the time is, you’ll see a movie, which the basic plot is the same, but they’ll do different ways of expressing it. Maybe they have one that talks about the feelings, versus another that is action-packed.”
From that, you’ll measure the response to better understand your audience.
It’s time businesses challenge themselves when designing content, whether it’s organic, or paid or advertising. “Are they expressing how they view the business, the brand, or the service versus how is the audience perceiving it?”
Kane pinpoints this as a shift that can help brands reach their prospective customer base and current audiences alike, and such an important concept he uses it with all of his clients.
From his company’s ad creative or social content to landing pages, but also with private clients in order to understand how they are they perceiving the world.
“We need to contextualise the information we want to present them to help them grow their business so that they can hear what we’re saying.”
In order to deliver powerful hooks and create an effective marketing strategy, we need to truly understand how people perceive the world this way businesses can articulate their values in a way that connects with the larger audience and the different ways people perceive it.
Understanding the basics of powerful communication and combining them with compelling hooks is the first step to revolutionize every single aspect of a business, whether you’re talking about organic social content, paid ads, landing pages, emails, or business development.
“If you look at the holistic picture of your business, maybe you’re amazing at grabbing attention, but you’re not a great storyteller or your stories are falling short. Or maybe you’re great at grabbing attention telling stories, but there’s something often the way that you’re delivering it that’s turning people off.”
Being able to highlight individual weaknesses that lay with any given within this simple three-step process can shift the effectiveness of storytelling within marketing.
As businesses are no longer just fighting against their direct competition, but every piece of content, it’s more important than ever to craft powerful hooks.
In a world that questions the power of stories, being able to grab people’s attention and stand out from the crowd will become more and more an art to be cultivated.
Image credit: Nuthawut Somsuk | Getty Images
ENTREPRENEUR LEADERSHIP NETWORK CONTRIBUTOR, CEO of Insights-Beyond
Adaptability and creativity are playing major roles in the pandemic lives of businesses. Inflexible responses to lockdown and slowdown are met with slow sales or no sales. While the effects of the pandemic are wreaking havoc across the globe, some businesses have figured out a way to make the current circumstances work. Some are even thriving.
Here are three tips on how to grow and scale your company during the pandemic:
1. Pivoting to new business models
It’s all about the pivot, according to Harvard Business Review. Companies that pivot to a business model that fills immediate pandemic-related needs can leverage the temporary new normal while also creating a long-term growth strategy.
For example, Spotify was in a prime position to take advantage of a lockdown when customers without a lot of options could still listen to songs all day — except Spotify relied on advertising dollars from businesses that ended up cutting their budgets. They needed to pivot to stay relevant. Acting swiftly, Spotify signed exclusive podcast deals with celebrities, and now that they offer original content, the platform transformed into profitable copyright owners, which is exactly how they were able to secure their deal with Joe Rogan.
2. Collaboration with influencers and brands
Pivoting is another way of saying “meet your customers where they already are,” which is home, on their phones. In response to the increased use of social media, Social Media & Marketing suggests businesses collaborate for mutual benefit with other brands and influencers to grow during the pandemic.
Whether a business hires an influencer to post on their feed or join them in a giveaway, they should invite influencers with at least 10,000 followers to partner with them. Celebrity giveaways are huge right now. HighKey Clout, for example, founded by brothers Jordan and Luke Lintz (their third company) does major celebrity giveaways. They partner with people like Snoop Dogg, Kevin Hart, Rick Ross, Dababy, TrippieRedd and Bella Thorne for cash giveaways to random people on Instagram while working with brands to help promote their businesses and drive followers. The team has given away over $100,000 during the pandemic and is looking to give away over a million dollars in the next two years.
3. Offering protection and safety for your customers
If a business hopes to hold onto in-person transactions, they can start by making their products and services available in the safest way possible, thereby protecting people’s health. As described by CNBC, businesses have implemented contactless transactions and to-go windows to address public safety concerns. Opening outdoor patios with socially-distanced tables allows service-industry businesses to continue operations with the health of their customers remaining a top priority. And, ecommerce has obviously seen a massive increase during quarantine as well.
Healthy products that ensure safety don’t have to just be topical precautions. For example, Skyler Stein leads Gladskin, a biotechnology-driven skincare brand whose products are defining a new category of treatment for eczema. After launching Gladskin’s Eczema Cream with Micreobalance in the U.S. in January 2020, Stein and the Gladskin team have focused on delivering their products through an advanced DTC approach, which is disruptive to the industry and has been a huge benefit to their customer base during COVID. While physical drug stores are the primary distribution channel for OTC eczema treatments, Gladskin makes shopping online more convenient, service-driven and safe during this time of social distancing.
Additionally, as a precautionary measure to contracting COVID, it is recommended by the medical community to wash your hands frequently. However, a person suffering from eczema will experience more rashes, red itchy skin and outbreaks by washing their hands often, which creates an obstacle unique to this particular consumer. Gladskin has seen an opportunity to improve its product and help their customer base by leveraging its patented global endolysin technology science, using its products to improve inflammatory skin conditions by rebalancing the skin microbiome (even with frequent hand washing), which provides a vital feature to their clients during COVID. So even with increased handwashing, their consumer’s skin can remain balanced and moisturized. After helping hundreds of thousands of people across Europe, Stein and Gladskin are on track to do the same in the U.S. –– even in the midst of a global pandemic.
The lesson here is to actively seek ways to make your product and business pandemic-proof by increasing healthy options and alternatives. If you’re a protein brand, introduce a new line that provides an immunity booster and allows people to order online. If you’re a software company, create an online community to promote positive mental health amongst your customer base. In the midst of this pandemic, it will benefit your business to figure out ways to help improve people’s health and wellness. Today’s consumers want brands that show they care about their needs and health. These consumers will remain loyal to your brand.
Whether businesses adopt new ecomm platforms, leverage social media or automate systems that were once processed by employees, technology can save businesses time and money while simultaneously helping companies scale. The pandemic may force companies to adopt new tactics that may be more work or expensive upfront, but in the long run, these tactics may end up helping them grow post-pandemic. This pandemic is unprecedented territory for everyone, but with the right focus, tools and vision, you can grow and scale faster than before.
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