In Today’s show Rob & Leon speak with Oliver Billson, a serial entrepreneur from the UK who runs 4 successful businesses and consults with the “Crème de la Crème” of the marketing world on the topic of Dynamic Response Marketing.
Brace yourself for an array of cutting edge information Oli will dispense in this episode.
- Discover how to apply DDRM Methods to build 100 Million dollar company…
- Eavesdrop on the savvy business lesson Oli learnt from his days as schoolboy tennis player
that equipped him for his first entrepreneurial foray at the age 15.
- Learn the steps to creating a business dynasty combining your passion with Direct Response Marketing…
- Revealed: How an almost catastrophic business challenge wound up being a blessing
in disguise as it lead Oli to mastering a new marketing skill that saved his then fledgling
company from the scrap heap (The Best part is he paid less the £10 to learn it and made £55K in up front sales, not to mention the residual income)
- Would you like to know how to annihilate the brand based advertisers in your market using old school killer Direct response? (The secret is to conduct better research and articulate of your offer)
- Oli lays out the simple way to turn your advertising into profit using old school “2 To 1” Ratio Methodology. Once you grasp this strategy you will have unlimited marketing budget to play with…
- 41 mins into the interview Oli gives the unsexy answer to creating winning marketing
campaigns, which will outsell, outperform and outwit 97% of the player’s in your niche within 12-18 Months. No bright shiny objects to chase guaranteed.
- Oli gives you the best resource to beat the resistance to get shit done and kick the procrastination blues to the kerb once all for all, boosting productivity immediately.
- Oli shares rock solid advice to smoke out the half bridge marketing syndrome stunting business growth, the info will propel your business like a rocket towards outstanding sales results.
Speaker 2: How's it over there? It's certainly bandwagon. Sony is not the word. You know, I'm talking up on the tongue. It's kind of like liquid sunshine. It's still raining overcast, but Hey, you know, let's, this is British. This is the British summer. I was just saying to I guess, where are you? Are you in LA? Are you in San Diego? Are you somewhere so you can transport that energy over here. But unfortunately I think at the moment we're all sharing the same weather forecast we have waiting in the wings. Guys. We have Oli Billson on the show. How you doing Oli? I'm good, I'm good. Just so you guys know, he's over in Stafford, so we are sharing the same weather. Yep. So just to kick us off guys, I'm going to go into all these biologists. You get a bit more understanding of who he is and his backstory. So he's specially subject areas, dynamic response marketing and believe you me guys, this is going to be action packed. VT already. So here is all his super power lies in is strategizing and implementing cutting edge conversion, lead, money-making sales and marketing funnels. Unlike a lot of marketers, it's safe to say he makes more money actually practicing what he preaches than teaching it after starting his own business at the tender age of 15 Oli's portfolio now spans four incredibly successful businesses including information marketing, training and culture in bricks and mortar businesses. And he's widely sought after done for you marketing business as well as being an internationally recognized franchiser. So when he finds, is it Oli all suspense time as a consultant to many other well known entrepreneurs and business growth experts in recent years, he's been the mastermind behind many big launches and event promotions for other marketers, helping them grow and automate their businesses.
Speaker 2: Whoa, I'm looking forward to this guys cause we know some inside the stuff that you guys don't yet hopefully I also know is he's very accomplished guy when he's holding a gun in his hands and we'll get into shooting pigeons out of crazy pictures. We can jump into that. You want to start there? I want to start Rob Cohen as the unsaid. This is the first time we met the superpowers of Mr. Oliver Billson and he's just got an eye for hitting the target and this is the reason why we've got him on the show because we believe that what is going to drop in terms of knowledge and strategies and just just take in terms of marketing is going to be absolutely awesome. Especially because we know how good it is with a shotgun. I'm pretty good with a sniper rifle. These. Actually I saw the pictures. He was like, Oh, I've never shot any before any clay pigeon shooting but I have done this and I was like, this guy's taking the piss out of us marks when he comes to guys and as Rob said, we've met Oli recently, a kind of communal gathering of marketers from the Midlands where we all went out doing some clay pigeon shooting. No animals were harmed during that day. Guys, other than our support, the people saving us some food. Maybe I'm joking. But anyway, we were going to get stuck into this and like I said, we know a few extra bits about audio. Obviously speaking to him on the day, getting to know him a bit more and that's why we invited him to the show because this guy's got a lot of value that he brings and I want to kind of kick off first of all, just to get a kind of feel for his temperament and the way that he works with un-normal way and first port of call.
Speaker 1: Are these, when you're working on projects, when you're working in business, going through life, do you have a success quote, a mantra or key principles, the way that you work in order to get you, you know, to the results of success in life and business? Yeah, absolutely. In fact, I can probably put my finger on to almost immediately one would be a an age old quote by the well known copywriter Gary Halbert, which is motion beats meditation. I think that, you know, money is often attracted to speed. The version one is better than version not on. And I could just go on with one of these slightly different permutations of the same thing. But for us in the world that we live in, which is very direct response lad, you know, in very data-driven, most people often apprehend apprehensive to get going. They try to assemble all of the different pieces together before they actually get something launched into the marketplace. And of course, as we know, it's not until it actually happens that you know what to do to change the course of direction to, to actually see some success. And often that level of flexibility allows you to pivot in a few different ways, to really get the best results.
Speaker 3: So don't overthink things and certainly don't overcomplicate things when you're first getting started. Really, you want to get something out into the market and then, you know, make iterations from that eye motion beats meditation. And the second is what you don't know, keeps you Paul I'm a great advocate of my own, development in, in lots of different areas of business and also in life and I think you've always got to continue to be learning, developing yourself. And the thing that a lot of people seem to forget, and I can definitely attest to this, is that your business will only grow as quick play as you will grow. So you've got a level of yourself to a point that allows your yourself to be in a place where you can fully embrace the, the true potential that's inside your business, not some big thing. What, what you know, what you don't know keeps you Paul. Awesome. Thanks for sharing those. Oli. Rob Uno's fired off a favor of yours?
Speaker 2: Oh yeah. As anybody knows in innovation nation, we are, we, you know, we love our direct response and we love the late Gary Halbert. So I've got a question. I've got a question for bill just just in case the artist, just because I know he's been in the game for a long time and there was a young, handsome man, hand, young, handsome industry. I've done a few single ladies. Did you ever get to meet Gary Oli?
Speaker 3: No, unfortunately not. But I, you know, coming from, coming from, you know, the kind of, the backstory to what's got me to where I am here. You know, I've, I've studied a lot of, a lot of Gary's work and his newsletters, the Byron letters and you know, being a big part of that and also know a few people that have been fortunate enough to be in his company. W you know, James Schramko had Dale and a number of other people that have always got a story about Gary. Everybody's got a story. So, you know, for me, you know, simple stuff that we use today, you know, simple copywriting structure, star story solution, being one of those, you know, our time tested proven formulas for, you know, getting, getting results quite simply. So we still use.
Speaker 2: Fantastic. Where are we going next? Let's get a bit of, cause you know, when you read the bio and I heard the bio and I think I'll go back to when we actually met, when the shires in the booster shires, Oli started a business at 15 and I think it's in this realm. So it's not like, you know, sitting suite from the playground even though it might be send the sweets at 13. But I think he actually started in this direct world, don't respond to one from the age of 15. So I said where there would be a great place to jump off is just to get your backstory on him, how you got into this world and you know, and take us up to the present day to our party history. Five, 10 minutes.
Speaker 3: Yeah, absolutely. Yeah, absolutely. So I, I was fortunate enough when I was quite young that I had a natural ability to play, play tennis. Actually I was quite good at playing tennis and from the age of seven to 14, I was a, a national tennis player. I played all over Europe, France, Holland, Germany, and got to a very, very good standard and looking up to play with people like Andy Murray, Jamie Delgado, and lots of other people that went on to achieve good things in, in, in the sport that the reason why I mention that is because most things that, that, that we did at that time around psychology, around sports, I think the traveling as well, the traveling element really kind of matured me at an earlier age a way to, to figure out of, you know, losing and picking yourself back up again, enabled to deal with that being almost quite resilient to it.
Speaker 3: That failure that is kind of taught me a lot. It was really my education I suppose that Ray Ronnie kind of gave me a leg up when I came into the business world, of my approach to business ready that the sport had been able to do for me at the age of 14. I, I unfortunately had a, a mountain bike accident. I broke one of my rests. And it wasn't really that, that stopped me from continuing to play tennis, but I realized that some of the life skills I suppose I'd developed to that point, I was, you know, I was certainly quite confident. I developed a, probably a bit of a natural ability to, to sell stuff as well. You know, it led me into focusing my energy into something else, which was of course business. And from that I had a passion for computers, which I always have.
Speaker 3: My, my, my passion at that time was, was obviously sport tennis, computers and cars. Now, unfortunately sports kind of a thing of the past now. But you know, cause and computers still are in technology, still with me to die. And obviously businesses. So I, as I mentioned this kind of knack of selling things, I think there's two types of people often there's people that are salesman and there's people that try to sell this to different, there's always do different types of people. For me, for whatever reason, I've developed that sales of LSA, but I was a salesman first. What that led to was me just, you know, creating some opportunities for myself. And at the age of 15, I was, I found myself in a situation where I was actually exporting computers over to the far race, building them, making them and selling them it was a great, Y right foray into, you know, commerce and business of course at that age.
Speaker 3: So really what that then led me to was going to finish in my mind, my schooling of course. And the inevitable step, which I felt I was almost pushed into was that, you know, if you show a certain propensities to be fairly intelligent, certainly at the school where I was probably because everyone else was pretty stupid. You didn't have to be that intelligent. I just thought to just be a slightly better than everyone else that that of course they, they wanted to see you go to university. Although I had been running, I, you know, a business Valley casually, I think it would be fast, but making money from it. I had two cars at the age of 17, I think I was, yeah, that was the first person in my year at school to pass my test of the, certainly the first person to have a car.
Speaker 3: I'm probably the first person to have two cars, but I wasn't, you know, I guess I've got certain convictions. I've, you know, wanting to own a business and have a business. But I went to university, KPMG who you probably may know, kind of picked me up to put me through that graduate scheme. And when I went through that process in my first year in reverse university, I was like, I don't want to be part of this corporate lifestyle, this corporate structure and, and it broke all of the things inside of me that were, that really rubbed against my own kind of philosophies about business. And life really. It wasn't really what I wanted to do. So I dropped out of university, quickly started another business and the rest is history. Rarely. I got into direct response marketing very early, kind of put in salesmanship that I knew well in print, you know, refined my copy abilities, my marketing prowess, and then started to see some success.
Speaker 3: In fact, one of my early, early kinds of mentors I suppose was Dan Kennedy, somebody who now is actually a client of ours. So quite a humbling experience to kind of go three 60 on. But yeah, I got the distinction early. That business, it didn't matter how good you are at what you do if you didn't have the ability to predictably get customers, you're in trouble. So one of my early businesses was a window tinting business was to do with cars and window tinting business. It didn't matter how good you were doing that. Really, I needed to change from the mindset of the doer to being the marketer of my thing and I knew that, you know, McDonald's don't always make the best burgers, that's for sure. But they've got great system of acquiring customers. So I focus a lot of my attention and my education around getting and keeping customers, which really is the lifeblood of really every business, you know?
Speaker 3: Yeah, yeah, absolutely. A lot of great insight there. So how did you come across Dan Kennedy as a mentor? Well, actually came out of nowhere, almost almost, I say almost a catastrophic failure because one of my businesses is that we still have it today, which has now got 170, franchisees internationally. But back then when, when we first started out, I built the business with partner who, who made things extremely difficult. If anybody's listening to this and they've had a bad business partnership, they've made some bad decisions, they'll probably understand this certainly. And I was in a situation where he really wasn't playing an active role in the business. He was taking money from the business, not to stealing money from the business. And, we obviously needed to do something about it. And we were at a point where we just, despite some of the successes that I'd had, this was kind of draining the life out of me and I felt shackled almost by my own business because of the partnership.
Speaker 3: Right? I remember coming out of our accountants at the time who had said, Hey, look, Oli, the bad news is, Hey ya, is that, you know, that there isn't enough money to make payroll at the end of the month, even though my cashflow forecast said that would be the wasn't. So, and not only that, but you've got corporation tax bill that's overdue, that needs to be paid. There's a VAT that bill that needs to be paid and there's not enough money there. You've got a choice. You can either try and put the money into the business or you can look at, you know, liquidating the business in some way. And I, I'd put a lot of work into the business in the early stages as most people do, put a lot of money into the business as well. So I figured that I'd fight my way out of that.
Speaker 3: I was fortunate I was going on a holiday. I thought I'd just, you know, just distill and recalibrate my thinking while I was on holiday. And at the Apple I picked up a book or the ultimate sales letter. I'm sure Rob, you know this book by Dan? Yeah. Book by Dan Kennedy. And you know, it's a fairly basic book about copywriting, but lay some solid foundations and I've read this book on holiday and, and, and I made the decision, you know what? I'm not going to let this beat me. I'm going to come out fighting. And so I'm going to come and I'm going to rye. You know what? Nobody believed we were doing national advertising at the time, very brand based advertising. So this was a very different thing to do. I came back and I said to my team, I'm gonna write this sales letter.
Speaker 3: And they were like, what's, what's the sales? I'm like, don't worry about LA. I showed them my first draft of this thing, which was a 14 page long form sales letter. They're like, this isn't our brand, Ollie. You can't do this. It's not gonna work. People won't like it. It just doesn't look right. It looks very high pay. It looks like direct, like mail order stuff. It's never going to work. We've got this national brand that we've built off. It's just not going to go well with that. I'm like, trust me, we're going to do it. But the amazing thing was when we came to actually post these things out, we didn't have enough money for the stamps. It was that bad. I remember Lindsay, my partners and intimate at the time and she said, look, Oli, what are you doing? I don't get it.
Speaker 3: Like I think she thought I'd lost my marbles or something. I don't know what it is that you're up to. Don't know what it is that you are doing this. I don't see anybody buying from this. There's, you know, the copy's not grammatically is very high pay and all of this stuff, and I said, right look, we'll pay you for this, this thing, which I think was about 950 pounds for the postage and everything. I'll pay for it if we haven't got the money in the course of three weeks, we made just over 55,000 pounds a front end for the business. But then we also had all of those people on a backend continuity as well and really just save the business. I managed to get my partner out of the business and direct response was they, was the savior, to it. And from that run in, I've been an advocate of that ever since.
Speaker 1: Awesome. That's a great story. Thank you for sharing that. And the reason why I ask is because most people IDL grow up then say, I don't believe most people know who Dan Kennedy is. His is a guy from America is fame for the book that Oli mentioned, as well as, I don't know, 10 or 15 other books in his no BS series. Rob's mentioned him a couple times in past interviews that we've done and he's a person that we refer to as well. So the reason why I ask is how old are you now, Oli? 30 33 there you go. So it's still a young guy, young. Good looking dashing guy as Rob said. And to be aware of an old school guy, I'll say, and I don't mean it with any disrespect, I mean in the sense he's a true guru in my eyes, not one of these fake guys. He's a guy who's been there, done it, still doing it to, to be of the mindset, to think I'm going to have this person as my mentor and it's great to see and like you say, you've gone full circle and actually he's one of your clients now. And when I learned that the my years immediately paid attention to what Oli was saying when we do coaching, I was like, okay, listen to this guy.
Speaker 1: So he, I think his all authority rubbed off on you immediately in my eyes. [inaudible] and that's a good thing. I've got a question before we move further forward cause, I want to touch on in a moment a couple of things, but I want to ask, so you have this window tinting business, but where did Ollie Oliver Billson, cause I know that's your company and we can see your sign behind you if you're watching this on video. That's the business that you're in and that's the business that I believe you from most things when it comes to what you do. So what's the journey from the tinting of what you're doing now?
Speaker 3: Yeah, sure. So we, we managed really by fully embracing that time tested, proven, direct response marketing principles taught, you know, that have been in working really for, for decades really to, to our businesses. And as we, as you mentioned before, we've been able to grow that in a number of different sectors. But, inevitably in doing so, a big part of that is having a marketing team, being, you know, very focused on really moving your marketing forward and marketing, creating opportunities for sales and sales, creating customers. So, we had started to build up a, a fairly strong marketing team based around my experience and in lots of different areas. And these days, as you'll know, there's a real spectrum of skills that are required in a modern marketing team for running paid traffic on Facebook, running paid traffic on Google, copywriting, frontend at click funnels, lead pages, WordPress building, website marketing funnels, Infusionsoft, active campaign, HubSpot content marketing and inbound strategy list I was on before you really touch on the strategic intent behind it all and the actual marketing plan.
Speaker 3: And what we found was, was that, people started to notice our success. In fact, people, or also some of our clients like infusion soft and other people had said, you know, you're already using our platform. It's not normal to go from zero to 170 franchisees in less than four years. How are you doing that? And, and more importantly, what can you share that allow us to know that for our business, most success get more customers for our business? And so people started asking me and I started consulting with a number of people and helping them grow their business and lots of different areas. And so what we started to do then was I, I was, I was kind of getting frustrated that I was consulting, giving really great advice that would allow them to tighten to where they want it to be.
Speaker 3: But the thing that stopped them from going there, the advice and guidance was one thing. But actually executing on the strategy was another. We then came up with the idea that we would actually, out of our existing businesses, create a full service marketing agency that would go and deliver what we know and what we already have proven in our own world to do. And a business really, don't get me wrong, this is a big, big distinction. People think every business is different. They're not, you know, and people, you'll hear people say, my business is different. It isn't, is exactly the same. The definition of a successful business is definitely the same regardless of what you do. So regardless of who that team is and what past experience they have, the important thing to know is that they've got results and that proven. And so we've adopted a lot of those strategies.
Speaker 3: Now. We work in lots of different natures, not just information marketers, coaches, trainers, consultants. We actually do their marketing for them and it's been a very successful model. We completely broke away from the usual agency model that bills by the hour or by the project. We have a much more partnered approach to working with people. And now I, I pretty much, my role I speak pretty much as you know all over the world on different stages, talking to them about marketing, marketing strategy, direct response marketing and marrying it together in marketing automation and some of those people they become clients, which is pretty cool.
Speaker 2: This is Oli. So you know the one that's got 172 franchises, what business is that? And just just talk through the four main principle business that you have right now that you're operating.
Speaker 3: So, so the, the one business you mentioned there is a black code. We Salai, we sell a franchise opportunity and and kind of like a business in a box. We sell all over the world, mainly sold through automated webinar but through a series of conversion points, automated webinar and discovery day. It's a recurring revenue model from a, from a back-end standpoint, but pretty much every type of funnel that you can imagine on the front end of that that lead to the conversion point of either webinar or discovery day we use in that business, so that is the one we've also got a training business that trains people how to do window tinting and vinyl wrapping, how to set up their own businesses. So that's a service based model, a training model with some backend continuity to it, mainly front and time again, fairly high ticket.
Speaker 3: Then we've actually got a service based business which is actually does window tinting and vinyl wrapping as well, so speaking to people seeing each other every day. So all of the marketing strategies and techniques that bring people into the store. We do that and also B2B as well as they say. And then obviously our marketing agency, which is, it's a multi seven figure agency, again, predicated on a recurring revenue model for our clients. So lots of different things. And then our actual clients ourselves, we've got people in the SAS space, so people that you may know, clients of ours, like wicked reports plus this infusion soft through to people that are more kind of information marketing led light GKI seen Dan Kennedy, Josh Turner, Mike Koenigs, they're all clients of ours. And we're running funnels, creating funnels for them. And I'm executing on marketing. Awesome.
Speaker 2: So guys, we have a funnel expert. I want to go so far as to say we're not experts right now in terms of whom we've interviewed. Rob, I don't know about you. I'm sure is. He's gotta be up there. And not only that, not only that, cause you know, obviously it's just like the right of copper. So you know, you've got the spank, the yanks, and you've got the Prince in it. You know, I would honestly say now that I've had the opportunity to meet on it, he would obviously be a, you know, it'd be the right captain with me.
Speaker 3: It's funny robot if I, 90% of our clients are all in the U S and Canada. We don't do a lot in the, in the UK we do have some companies that we work with in the UK, but actually funnily enough, yes. So we've got a couple of team members over in San Diego, but the majority of our team are, are in the UK here and are a humble abode. So yeah, I've got a question and this is really for somebody who's aware and there's somebody whose marketing awareness is, is not really at the level that you are talking about Oli. Because for me it was kind of a differentiation. I want it, I just want to raise a point. Sure. There's this funnels, yeah. That you're talking about. What you also mentioned is this layer above this strategy, you know, kind of, you know what, I want to get to that in a second.
Speaker 3: So somebody comes up to you know, general public and they hear these great things. You should be doing social media marketing, you should be doing this, you should be doing that. Why should people pay attention to direct response marketing when all the other things are kind of hot topic in your face, blown out of proportion. Like tell me why anybody should pay attention to dark response marketing because a lot of people haven't heard of it. And when they do hear, it's not like a sexy boss in their mouths right now. Oh really? For any business that's between the size of zero to probably about 80 to a hundred million dollars pounds a year, direct response is really the overarching, principles that the business from a marketing standpoint should be focused upon. So regardless of the tactics, shall we say, then they have to, they have to feed into a direct response lead foundation.
Speaker 3: Now, you know, people our focus, you totally right. And in some ways, people can often get overwhelmed with all of the different things that they could go and do. But there are, see, I mean a number of things that they should go and do and whatever they do needs to have a direct response approach. And the reason why, and, and to put it into context, the reason why is because every business should be focused on turning advertising into profit. So simple as that. Okay. They should be focused upon affordably converting leads into customers. Really where dart response con comes in is the measurement of being able to put one pound in and get two pound back or better than that, your business will never not be profitable. If you focus on the simple metrics. Now of course things can get a little bit more elaborate than that.
Speaker 3: But in a sales message standpoint, you are looking to have, let, let me give you an example of this which I think might help this. So let's say for example, we go completely old school to make this totally relatable for everybody on the call. So let's say for example, your local garage. You do mot or garage, services of some kind and you're in Wolverhampton, for example, or any, any area that we die, you will die. And the natural thing for you to do is either online or in the local newspaper, you put together an advert and on that advert typically it's okay, so this is our, this is the name of our company, this is how long we've been in business for. These are the services that we offer and this is where we're located. And right at the bottom they'll probably be a telephone number or something.
Speaker 3: And if they, if they've got anything about them, probably some kind of voucher or something like that for them. Okay. That is what we call brand based advertising, brand based marketing. Okay. Now the difference with direct response advertising, well, let me put it, here's the thing, if you're looking through that newspaper, the champs is our all magazine. The only people that are going to respond to that ad. The people that need your help today. Right now, that's going to be a very, very small amount of people that are flicking through and go, I'm just so happy I stumbled across this advert today because this is exactly what I need right now. Well, of course a direct response like advert would one have eye attention grabbing headline, something that draws somebody into them. So it would say, discover how you can, some kind of hook that pulls people towards that business.
Speaker 3: It could be save a certain amount on that maintenance and service phase or whatever it may be. Sure that what they're going to give is they're going to provide an information in advance mechanisms, so they're going to say, instead of talking about themselves, they're going to talk about that, that potential customers. So they would have put together some kind of a lead magnet, what we call kind of a widget. Really that is going to be appealing to everybody that's going to be reading. Okay, so it will be maybe a free guide. It would be a consumer guide if that would be the right thing or maybe a checklist or something that I can give away for free and all of the benefits, all of the bullets that are on that wouldn't talk about how long they've been in business. It would just talk about the benefits of going to claim this free thing and then there would be a very clear call to action and there'll be a deadline.
Speaker 3: Then say they can this with a special discounts if they do it by a specific time, so creating urgency to doing so. So there is an author now, it's not an offer to buy something. It's an offer to claim some things for free. Okay. Now that's very different because the person that's flipping through the newspaper, first of all, something stands out with them now even though they're not ready for some guaranteed services like the end product, immediately the like, yeah, I'd like to know how I can save X number of thousand pounds on my servicing bills each year. That sounds quite interesting. It says, Hey, go to this website and claim my free thing. Great. I'll tell you that now of course when they get there they have to provide that contact information and that process is called lead generation and lead generation isn't a one-step sale.
Speaker 3: It isn't the person that's looking for a garage that day. It's the building of, of of a number of people that have a propensity to be interested in your services that may eventually buy from you that you can build a relationship with. They can get to know, like, and trust you that you can be going to be with authority, the celebrity in your local area, in your area of expertise. So you become a category of one for them to when they are ready, who are they going to choose? Who is the galleries that they're going to go to for anything that they need, they can build that relationship. Very different strategy.
Speaker 3: So that would be my example of the tape. I think it's a really good example and I think the, for me the, the answer solidifies the fact that what Oli's just taken you through guys is how you attract people in, how you hook them in. First of all, not just how do I jump on social media and put some random message out there. There's a clear structure and once you've hooked somebody, you're now moving into the phases of lead generation. So it's not, you know, kind of just get my message out there. What he's taking you through is actually how do you generate leads and then the next step is turning those into customers and you've got a better chance at doing it rather than just putting random messages out there. And don't get me wrong, the vehicles that you can use, Facebook, Twitter, social media, everything, it's all great because it gives you access to a big audience. But when you're going out there with a watered and watered down message and it's soul diluted that it has no chance of standing out there is a problem, then I think, you know, direct response on a Rob is an absolutely huge advocate of this and this is something that we focus on with elevation nation and our customers. And I say, guys, take that to the bank. Where do you want to go next rug? Where are we going to take which road we're going down next in our tinted car.
Speaker 2: Yeah, there's, there's so many angles off. We probably need only to come back on a second then I could talk for days on the subject of direct response. I just love it. But let, let's see, because obviously look around and you're, you can only speak on some of the biggest stages in terms of, you know, marketing and getting out, you know, getting your message out there and you'd be nice to speak. I think one of Dan Kennedy's events later this year, I think he'd been asked by the team at digital marketer, Ryan dice his people to speak at their event. So obviously you're getting a good flavor. What is working now? What is current, what people should be aware of. So my question is, is what do you think our community elevation nation should be kind of aware of? Like a new trend or an emerging trend or just something that's coming back into fashion? Kind of retro, like, you know, a feeder, a feed of trucks, what is going on that they should be aware of right now? I feel a tracksuit. Proper retro. Okay. Okay. Nice answer. That one on there. So, well, I think there's probably two parts to the answer. The first is, is probably a very unsexy thing to say, and the other one will be a little more Sexter. Okay. So, so the first thing is that there is really no, you know, silver bullet. There is no real, you know, magic. The, the, the, the guy who's on there are just new platforms, new technology to buy what already can work for virtually any business. And we're still using the same, philosophies abs that people like Eugene Schwartz, Claude Hopkins, and, and all of the greats have used and have been modeled many times over. The key often that a lot of people get confused with, about the unsexy part in this answer is that most people don't really look at who their market is. They don't really understand what message they should position and use to attract that market. And they don't look at what the media is best for them in order to get the result that they want. The three arms talk about the three M's. It's the basics. It's totally the basics.
Speaker 1: But you know, we work as you, as you've said, you know, with, with, with some of the biggest so-called gurus online marketers that are doing millions and millions and millions of dollars, every year and in some cases every month. And yet when you distill back in you, you pull everything back to the core over what actually works. It's the alignment of the message to market match that actually gets results every single time. Now of course there are multiple ways of being able to do that, but a lot of people focus on, you know when we're writing long form copy and we're putting together some kind of like internal lead generation piece or offline to online piece or online to offline piece of whatever it may be. You're doing the the facts are is that 60% of your results is going to come from the market that you're sending it to the list you send sending it, so okay, about 40% of the result.
Speaker 1: Wow. Probably 30% of the results. I was going to say break it into two, but 30% of the result is going to be the message, the actual irresistible offer that you're going to give them and I know that you and me, Rob probably don't want to hear this, but probably only about 10% of it actually comes down to the copy. Whereas a lot of people absolutely obsess over the copy and actually that that's not always the most important thing. That's really where you can really get some huge leverage when you die or you're copying that will give you the multiplication that you really want. But in simple terms, you've got to think who are you sending it to, what the offer is and what the message is and and focus on those things. That alignment is what we call like the difference between spraying and praying being kind of like a shotgun versus being like a sniper rifle, being laser focused.
Speaker 1: And when people are coming towards you, ask them, you know, when you're, when people are opting in to your offers, ask them if they're on the front end, back end, profile them, find out which book they fit in because the trumps is all, there's going to be multiple avatars to your business and if you don't have the right message that's going to attract them and engage them in getting to consume what it is that you're about, then they're not going to feel like they are understood. That's certainly not going to feel like you can overcome that biggest challenge, frustration, concern. And it's very important that you do that. So that's like the basics, but also the unsexy answer. Yep. Okay. So now we'll talk about the sexy stuff. Sexy stuff guys. Listen. So building on that, we're doing a lot more these days with, with mobile marketing and more specifically about leveraging SMS marketing and using what we call dynamic response marketing.
Speaker 1: She is using direct response with marketing automation to get results. And so, we're lead generating from, different advertising platforms like Facebook with Facebook lead ads and also Google text to click, with mobile marketing. Well, that really means is instead of delivering your message through email, you're actually communicating with them through text message. And the reason why that is is because there's a congruence between the response mechanism and the delivery mechanism. If somebody is on Facebook on their mobile phone, which 95% of people are through mobile, then why would you, when they opt in for your author, why would you get them to go to their email client to go in, receive it? Not to mention filling forms out on a mobile phone is pretty difficult anyway. So why not make it easy with a Facebook lead ad, which collects all the information but then delivers the promise of the offer through text message. You don't have to worry about deliverability. And most of the time, unless you're outside the country, you can make sure that they're going to consume it and engage with that. So often offerings and offer is like a free video, but we won't deliver that through email. We'll say we'll text you a link to the video and then we'll continue the conversation through text message to get somebody then to a point when they become more of a prospect to convert them into a customer.
Speaker 2: That's sexy. That's sexy, that's sexy. A sexy guys, you need to listen to this cause look, it's kind of like, this is like Asia, about a couple of hours ago I was writing, I'm writing an email and I'm talking about the very same that you're talking about, but according to execution, that's what I'm, that's what I'm, that's the title of the email that you're going to see. Elevation nation is Texas. So it's very similar to what Oli's just said. But whenever you hear this episode, I think Oli just giving you a proper 100% strategy that you need to be jumping all over straight away. But you would also read up right here guys, what we have right here, I'm going to go out and say we have an old market in seoul right here. This is a guy who, he's speaking the language and you know, he, he's, he's rolling with some real top kind of a clients. And I think you were talking about this yesterday and today I think Rob and probably yes actually about letting the marketing results prove otherwise rather than going on a feeling, let's actually see where the results tell us that you know, everything lies. And I'm really, I'm enjoying this interview like you say, I know we're going to come to an end fairly soon, but I think it just goes to show like Stafford stand up all is in that I'm saying the meetings, it's got some real hot shot marketers. I don't know about the big smoke, how many might be the Capitol. What I told ya we're from a city of a thousand trades me boxing, firing guns up up in the North.
Speaker 1: Yeah. I, you know, I totally stand by what you just said, not about the staff at standup now. I man I may, I mean that really results roll period. That's the, that's the bottom line. And then really coming back from a direct response standpoint, that's the only thing that really matters. You need to make data driven decisions about your marketing that will lead you to the pot of gold on the other side of the rainbow. But a lot of people end up with what we call kind of a half built bridges or poach where they will Hess about something that they should go and do and there's a lot of information out that what they'll do is just end up with a lot of half built bridges, which leads to a lot of frustration, lack of results, don't ultimately get them to where they want to be.
Speaker 1: And so really you need to be careful who you listen to because you know, you can, you can quickly be misguided. I mean, just to share with you, and I always like to back things up with facts. The, the, the, the strategy that I just shared with you all based at a high level actually, helped one of our client's businesses generate another $40,000 in revenue within three months of implementing it. But more importantly than that, it actually helped them reduce their sales staff from six people to one person. Okay. It decrease that advertising costs, which meant that they had a friend and 10 X return on that ad spend half the number, half the number of the number of calls that they were making outbound to try and close people. And it meant that when they did speak to people, when that one person was speaking to them, the lead to buy a time was a lot shorter and they would be with that were more qualified and, and, and the, were more disposed to spend the money that they wanted all by using a different modality with tax messaging.
Speaker 1: You know, I know when we, I know you hear people talk about it all the time and it can be a bit frustrating, you know, your business if you're listening to this might not be, you know, $40,000 a month. That's like amazing. Like that would just be the panacea. Like if only I could. Well, the truth is, you know, I believe, I believe in entrepreneurs, and albeit everybody needs a little bit of help believing in themselves. Sometimes. I can totally tell you I'm living Testament to the fact that hard work continued education is a very, it can get you to where you want to be and beyond where you ever thought possible actually. So I often like to work more in percentages than I do anything else cause it's all more relative to everyone else. So you know that strategy for Frank Kern for example, got him another million dollars in sales. But for you in your business it might give you another 25% or even 50% more sales at the back end of a webinar for example, starting conversations and text messages and engaging with them through tax. So just wanted to put it in perspective.
Speaker 3: Ooh, replay that part that I love just taking you through. Cause if you don't know what to track in your business, you've got to be at least six KPIs. I think you just mentioned that at least and absolutely worrying and wondering about what you should be focused on. There you go. The keys to the, to the building. So I've got a quick question then. So you're kind of learning, we're getting close to wrapping up, but what key audio or book resources would you recommend to elevation nation right now for them to, to start out in the right direction? According to the words of Oli.
Speaker 1: I always like to give something that very easy to consume, because I believe that these are, is to consume not only where you actually follow through and do it all, but you'll actually do something on the back end of it. So, the, the, well I'm going to give you probably takes most people a few hours to read. It's not days to read this stuff and it's a book by Steven Pressfield called do the work. I think it's very, very, probably the best resource that I could give you for your type of audience that really needs to take the information and actually go and do the work, going to execute and implement on things and then how to overcome what he calls a resistance in doing that. It's a great book and a great audio. It can be. It's on audible as well. Really for any entrepreneur that needs to break three of that creative battles and to slay the dragon of resistance as equal. So thank you for sharing the Oli over to Rob.
Speaker 2: Yeah, I've got a quick question before we wrap up cause we are going to wrap up. We value your time. But here's a quick question and I'm going to do this in two fold because this is a, firstly I, we bought a lot of festivities, this new show. So early I've got this question is if you are having a dinner party and you were going to invite, I'll give you four, three, three, three, three, three guests, three guests, right? Who wouldn't it be and why? This is like non-marketing then one which were just marketers. Which three marketers would you have around your dinner table?
Speaker 1: That's a very interesting question because I'll just share a damning emission with you about. So number one, I never watched the news, I have never read any newspapers and I don't go on any news websites to know what the hell was going on. So in regards to my dinner party of who I'd actually have that that a non marketers, I would probably be kind of struggling I suppose to be like I don't know what's going on in the world. I know what's going on in my world. I don't know why I was just going on outside. It's like, Oh. And the other thing is as well, my guys, my team completely take the piss out of me all the time. I never watch any films so I have no light. I have literally no reference point. Any jokes, any, they put like gifts in our Slack channel about some, some things are just completely lost about them.
Speaker 1: What the hell they're about. So I don't really know to be honest with EA in. Interesting. I'll probably be more, I'd probably have a better answer for you. Would probably be who would be the marketers may be, let's go with that table. Okay. The marketing round table. Okay. Okay. Okay. I'd probably have Ryan Levesque round round at the table who I'm speaking with actually in the end of November, which would be nice. I would also have Mr. Ralph Burns from dominate web media and I would also have my friends, Mike Rhodes who is from Australia who is a Google runs all of the traffic for Tony Robbins for Google. And just because we run a podcast together and we're good friends. Tom breeze for you. I know you've interviewed, so we've kind of got a conversion person, a Facebook ad person kind of funnel version all in the room together, which has got to make quite a quite a quite a thesis. Yeah, quite a quite a thesis team.
Speaker 3: It's either going to make, not make for a great evening or loads of customers, the Mager agent. Awesome. Thanks for sharing that Oli. That's a great answer and thanks for asking Rob. Now I think at this point we're at the point of wrapping up guys cause we've just, you know, we've really been going into and I've enjoyed the conversation that's come back and I can tell Oli loves talking about this stuff as well. It's really cool. So, first of all, I just want to say thank you for taking the time out for this interview with that elevation nation there along with us. Really appreciate it. If somebody wishes to get in touch, Oli, what's the best way? Can you share a website or what social media profiles your activities?
Speaker 1: Oh, I'm sure. So they want to check out all of the bilson.com with two hours. So Oliver billson.com and they'll find some useful free on gated content on our blog there if they want to continue the conversation they can have a discovery call with one of our team to find out how we can help. Awesome. Thank you for sharing.
Speaker 2: Cool. So yes, it's come to that time in a conversation in our interview and this was, this was great. Nice little bit of a, the old dart responds to the old great masters names dropping. So guys, what I would say you've listened to, you've heard Oli speak and is as we always say me, and then you're going to have to listen to some couple of times because he has dropped some old school names on, on the podcast that you might think you'd do with these people and they, you know, they go back to the legendary days of direct response, the early days into the 18 hundreds going forward. So there's some great names that Oliver's dropped, but once again, innovation nation, we want to thank you for listening to through your real support of coming on the show, listening, liking our stuff that we can get guests like Oliver onto our show and could ask you to do is make those comments when this episode comes out, get on fire. Give us a five star review on iTunes or Stitcher radio or just, you know, just reach out to us and say, Hey, that was a great interview. Can we have somebody on the show again? So as it is with tradition on our show to have the final word, I don't know if mr street or is it going to myself where it's going to have this one. I could see nothing. Smiling is nothing.
Speaker 3: You know I'm thinking but here's what I'm thinking. I want to hand it off to the guest on the spot cause this guy's got a lot of value to give. So Oli, what I'd like to do is hand over to you for the final word. He, you know, he's an experienced guy. Like he says he does a podcast with Tom breeze as well. I know he's got many things to say, but what would you like to leave with that elevation nation as a parting gift?
Speaker 1: What I would say is, is that everybody's only got a certain amount of time in their day. A lot of people focus on how can they be, can become more productive time management strategies, things that they can do, optimize that day to get more things done. But commonly a lot of people focus on, a lot of people focus on the wrong things that don't necessarily move that business forward in fairly short, sharp order. So I just want to share with you, the way that you can segment up your activity during the day so that you can be laser focused on the things that actually matter. So, the first is making sure that this is in priority order. So when you look at your day, the night before you, the night before, you want to break your day up into these areas of activity.
Speaker 1: The first is promotion. Now promotion is that is any activity that's gonna move the business forward. So some people might call that marketing or advertising, but it's about promotion. What's the promotional activity that you can work on that day to get more leads or convert more of those leads into customers or convert more customers into repeat buyers or get those customers to refer, refer you to more people or get more of those customers to buy. Again, I mean, very simply put, it's the promotion inside your business. So what you should do is put one promotion and the right activity for that day that you're going to do to promote your business. Make sure you follow all of those things. Three. The second is production. I call these the four PS. So production is the second PO, second level of priority and that's anything to do with creating your company's products or assets.
Speaker 1: So really this is I guess you know, you may have videos that you need to record or you might have content that you need to produce that's not in the promotion section. Okay. This isn't the production sections you want to write down production to production and even that's involved with production three is prevision and that's anything that's involved with providing the services that your company has for your clients so this is, this is really the part of your day where you're going to focus on speaking to clients that you said that you'd speak to schedule calls or anything that involves the doing of your business. Now even notice that seemed the priority of three. So it comes from way down the list. And the fourth is pedestrian, and this is really anything else that's involved with your business that needs to be the last.
Speaker 1: It's really the organizing, the mundane things, the administrative, administrative staff, things that you need to get done, organizing things that, all the things that can make you feel busy, but you're not actually doing anything by prioritizing things into the four P's of promotion. Then production, provision, and pedestrian, you're going to get a lot more done and it's going to really channel and focus your energy into make getting your business from where it is now to where you want it to be or some Ollie Oliver Billson. It has been an absolute pleasure. This guy has dime after dime after value bomb after value bomb does any rum. Absolutely. So there you go. Elevation nation, motion beats meditation. Take the right action and we'll see you on the next episode. Thank you.