Inspiring books I’ve read

Outrageous Multi-Step Marketing Campaigns That Are Outrageously Successful by Bill Glazer

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This is a fantastic book for any marketer. But it is real inspiration for anyone looking to automate their marketing with Keap / Infusionsoft. There are 49 multi-step proven and tested campaigns in the book that every marketer can take lessons from.

What I found very useful was that this book is not just about online marketing – sending emails, Facebook ads etc. But real-world tangible marketing like print, direct mail and phone calls blended with online marketing.

One gem that I took away was in Campaign 44 by Oli Billson. On the initial sign-up web form he asks a simple and innocuous question that enabled him to identify his ideal customers from amongst everyone who submitted the form. Based on this information he was able to take his prospective ideal customers through a Keap / Infusionsoft campaign (using the dynamic content functionality) that was designed specifically to resonate and appeal to his idea prospective customers and so achieve a much higher conversion rate. How simple and smart is that!

So this is definitely an inspiring read for any marketer. Cherry-pick from all the campaigns the individual elements that suit your business and build your own outrageously successful campaigns.

 

Making Websites Win by Karl Banks & Ben Jesson – founders of Conversion Rate Experts ⭐⭐⭐⭐⭐

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making websites win

making websites win conversion rate experts

If you are looking to get the most sales from your website then you need to read this book, Making Websites Win from Conversion Rate Experts. It is full of actionable learnings on how to go about scientifically optimising not just your website but all aspects of your business.

I am grateful to Nigel Botterill from The Entrepreneurs Circle for recommending that I read this book.

The amazing thing about this book is that you can get it for free, (but if you buy the book then the proceeds go to charity). So you can download a copy to your e-reader, or as a PDF and, I have never seen this before, they have even created a free podcast for the entire book! Just search for the podcast Maling Websites Win – how cool is that!

 

Here a few nuggets I took from this book.

Page 65. From the outset, you need to set up your website so it is easy to test new ideas. The authors give an example where it took a client 2 weeks of web design time to put a few words in italics. If it takes too much effort to get stuff done then it will never happen. Be sure to have your website set up so that it can easily be tweaked – that is one of the reasons WordPress has become so popular to host websites – it’s easy to learn how to use and update, and even if you are too busy or not techie enough there are a bucketload of agencies and freelancers who can help you. It’s a case of working scientifically – test small changes and a cumulative effect can be extraordinary.

 

Page 102. Ask customers who just bought this question – “What nearly stopped you buying from us today”

Why ask this?

  1. You put this question to customers – if you ask those who do not buy then you get a mixed bunch with many that are not qualified to become customers. Customers by definition are qualified so you will get better feedback.
  2. A customer has been through the whole buying process, so they know what they are talking about. Those who do not buy have dropped out at various points in the sales process and so cannot give you reliable feedback.

 

Page 162. Ask salespeople to record on video how they sell your product and overcome objections. Then get the video transcribed by a tool like Otter.ai.  This copy can then guide you in creating compelling copy on your web and landing pages.

 

Page 164. Here I learned about “Memory Buffers” and how to write better copy. When reading we only have the capacity to take in 15 or so words at a time and then they are interpreted. And then we read the next 15 words and so on. And after a series of buffers we need a rest and so our understanding of the text starts to fade. And this is why you need to keep sentences short and cut out unnecessary words. I am just scratching the surface here, but I found this part of the book fascinating and it has given me plenty to consider when next copywriting.

 

In Section 4 of the book, Page 323 the authors take us through a real-life case study where they helped grow a client’s business by over 470%. Points that struck me – they improved a mobile landing page by 78% and the length of the page increased by about 4 times to 2.5m in length! And the conversion principles outlined apply to the whole business, not just websites and online marketing. We are given an example where the activation rate of a children’s bank card was increased by 11% by writing (direct mail) not just to the parent, but the child too. Then they harnesed “pester power” to have the parents activate the card for the children.

This is a book I would recommend to all marketers and it’s a no-brainer because you can read or listen to the whole book for free.

To download the book go to www.conversion-rate-experts.com and to listen to the podcast version search for Making Websites Win in your favourite podcast player.

Book Review – Duct Tape Marketing by John Jantsch ⭐⭐⭐⭐⭐

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duct tape marketing

duct tape marketing

Duct Tape Marketing is a great book for the small business owner and marketer without being full of marketing speak and jargon. Full of practical steps that a marketer can take to move the business forward.

Here are the top tips that I took from Duct Tape Marketing :-

Chapter 13, ‘Ramp Up a Systematic Referral Machine’. My eyes lit up when the title of the chapter mentioned “Machine”. This meant there was a system involved and business is all about having systems. Rather than have ad hoc referrals coming into your business build a system to maximise referrals. He even gives examples of how to build in asking for referrals as part of your initial sales process!!

On page 215, “One hundred percent refund for referrals”. Here he outlines a strategy where customers can get a 100% refund on their purchase by referring others to your business.

On page 215, “Peer-to-Peer Lead Conversion”. In this strategy, you put together a Zoom meeting to discuss an industry trend or a growing trend. Be sure to include at least two who are your happy clients. Then your job is to sit back and moderate the discussion. Three things generally result from this 1) your clients feel good about their decision. 2) Other attendees come away with a favourable impression of your place in the market and finally, 3) several members will call you the next day inviting you to show them how you can help.

On page 273, “The Powerful Marketing Habit of 5’s”. This habit is all about identifying 5 marketing actions and each Monday block out calendar time to do them. This dovetails nicely with the EC coaching habit of blocking out 90 minutes a day to work ON your business rather than IN your business. Check out this video by EC founder Nigel Botterill on working 90 minutes a day on your business.

So a practical marketing reference book for the small business owner and marker who is looking to maximise sales.

If you would like to discuss any of the points raised in Duct Tape Marketing then I would be delighted to schedule a 15-minute call – Schedule a Discovery Call

Clockwork: Design Your Business to Run Itself by Mike Michalowicz ⭐⭐⭐⭐⭐

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clockwork
Do you worry that your business will collapse without your constant presence? Are you sacrificing your family, friendships, and freedom to keep your business alive? What if instead, your business could run itself, freeing you to do what you love when you want, while it continues to grow and turn a profit? It’s possible

This super book goes hand in hand with the book Work The System (See post here). It is all about how to plan and set up systems so that you can take a full month out of your business initially and prove to yourself that your business no longer requires you to work in the business, rather you become the designer of your business. Amazon link here

Jordan Belforts Straight Line Selling methodology applied to Keap / Infusionsoft marketing

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Jordan Belfort Way of the Wolf Straight Line SellingThis weekend I read the excellent book ‘Way of the Wolf’ by Jordan Belfort. In this book, he outlines his Straight Line Selling methodology. This is fantastic training if you are a salesperson or manage a sales team – definitely worth a read.

But what struck me was the way that the Straight Line Selling methodology could be applied to Keap / Infusionsoft marketing campaigns using the Keap / Infusionsoft campaign builder. So I shot this quick video to explain my thinking and to demo how Keap / Infusionsoft campaigns can be improved and sales increased.

 


If you have any questions please drop me a line or you can schedule a quick 15-minute Discovery call.

Top 10 Marketing Business Books for Entrepreneurs ⭐⭐⭐⭐⭐

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Books for Entrepreneursjulian top 10 marketing and sales booksHere are my top 10 marketing business books for entrepreneurs (PDF download). Now, these books will only resonate with you if you own or work in a small entrepreneurial business where generating sales is key. If you are looking for academic marketing books or you work in corporate marketing then these will not be for you. There is just a brief explanation of the value I received each time I read these books.

The 1 -10 ranking does not apply, as each of these books has its own unique angle so it would be like trying to compare apples and oranges. Unless I gained valuable business and marketing insights and enjoy reading them, then they would not be on the list. The non-affiliate link takes you to Amazon where there are full descriptions and reviews to enable you to decide for yourself.

 

1 The Ultimate Sales Machine by Chet Holmes.

ultimate sales machineWhat can I say about this book? If you are in sales you should read this book. Unfortunately, Chet died in 2012 and so it appears a little dated with regards to internet marketing but the principles are timeless and I am sure this will become a classic sales/marketing text. Only 3% of people are ready to buy at any time when we are adverting. But what about the other 97%. How do you tap into these people and generate sales? The top 100 concept is a killer strategy for B2B marketing Amazon Link . BONUS – Check out this video with Chet and Tony Robbins. All in all it is about an hours worth of video, but very compelling – link to video.

2 They Ask You Answer by Marcus Sheridan.

Mention blogging, content marketing, keywords, CMS, SEO to most business owners and their eyes glaze over with the thought of technical marketing mumbo jumbo. But this book is a practical ‘how to’ guide totally focused on what customers are looking for and how you can deliver education online that ultimately draws customers to you, rather than you chase them. One of my clients recommended this to me after I got him started with “blogging” and I showed him how I was able to attract customers to me just by providing valuable content online. This book contains timeless marketing principles, not a quick fix, gone tomorrow solutions that are so prevalent in internet marketing. Amazon Link

3 DotCom Secrets by Russell Brunson.

Fantastic book as it gives the small business owner a solid foundation by which to structure their marketing. Do you just sell one product? Russell introduces the concept of product ascension. His products range from free to $1M a year consulting. This is game-changing for most small businesses.  Amazon Link

4 Emyth Revisited by Michael Gerber.

Another top selling publication. As with Work the System (4) this is all about organising your business for success. Gerber walks you through the steps in the life of a business—from entrepreneurial infancy through adolescent growing pains to the mature entrepreneurial perspective. Most importantly, Gerber draws the vital, often overlooked distinction between working on your business and working in your business. Amazon Link

5 Work the System by Sam Carpenter.

So many small businesses are run on a wing and a prayer. No formal systems and this holds them back from greatness. In his book Sam uses his business as an example- taking it from working an 80 hour week, fighting bankruptcy and all the stress to a hugely successful business where he just has to work a couple of hours a week. Systems are key to business growth. Amazon Link

6 Launch by Jeff Walker.

The Product Launch Formula online training by Jeff Walker has been around now for 10 years or so. In this book, Jeff maps out his process for selling products and services online. The separate principles of his concept are nothing new, it is the way Jeff has organised them into a system which makes it so powerful. The book costs around £10 but I must say it contains about 80% of what is contained in the Product Launch Formula online course which costs about $2000. So this book is a smart investment. Amazon Link

7 Oversubscribed by Daniel Priestly.

Traditionally businesses spend money on advertising and chasing after customers. But times are a changing. With the internet and Google, anyone can quickly learn about any service or product they are interested in. In this book, Daniel explains in this new world how to position yourself and your business as the experts and so attract customers to you so that you are oversubscribed and as a result charge a premium for your product or service. Amazon Link

8 Clockwork: Design Your Business to Run Itself by Mike Michalowicz.

This book goes hand in hand with Work The System (No. 4 above). It is all about how to plan and set up systems so that you can take a full month out of your business initially and prove to yourself that your business no longer requires you to work in the business, rather you become the designer of your business.

9 Duct Tape Marketing by John Jantsch.

Duct Tape Marketing is a great book for the small business owner and marketer without being full of marketing speak and jargon. Full of practical steps that a marketer can take to move the business forward. Read more.

 

10 How to Win Friends and Influence People by Dale Carnegie.

This is a timeless classic and is the foundation by which so many of today’s “gurus” are based. To be honest this should be a read for everyone. This is more personal self-development than marketing, but it just has to be on this list for me. Amazon Link

 

What is your most valued read as an entrepreneur? I would love to hear and maybe it will make it on my list of top books for entrepreneurs.

‘Work the System’ by Sam Carpenter

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work the system sam carpenterThis book I found really thought-provoking and actionable. With Keap / Infusionsoft we systemise the marketing activity, and even subsequent internal processes can be automated.

But what this book highlighted to me is that even in a business where Keap / Infusionsoft is brilliantly executed if it is surrounded by disorganised systems then the business will never fully achieve its potential. For instance – we organise the marketing system brilliantly, but invoicing, collections and accounting is disorganised. The business will never perform optimally. Often I see that the best system for small businesses to systemise invoicing is using a “system” called Xero. Every business is surrounded by systems that can be implemented and then continually refined.

In Work The System Sam uses his own experience with his telecom company as a great case study. How he went from working 80 hours a week, looming bankruptcy and the accompanying stress to just working a few hours a week on the business and having a transformed business. Just by rigorously implementing and continually system improvement.

Definitely worth a read. Here is the link (not an affilaite link)

Work the System by Sam Carpenter

And here is an excellent interview with Sam Carpenter where he talks about all the separate systems that surround us to make up our business and how to “tweak” them to get the resutls you want.

 

 

 

The Machine using Keap / Infusionsoft

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the machine using infusionsoft

the machine using infusionsoftHave you read the book, The Machine by Ryan Deiss? Are you looking to implement The Machine using Keap / Infusionsoft?

If you are an Keap / Infusionsoft user then I strongly suggest that you buy a copy and read it – it could transform your business!

The book covers some advanced thinking that most marketers are blissfully unaware off. If you want to be in the top 1% of marketers then this is a must read.

Here is the link to Amazon ( not an affiliate link). Click here

 

If you already have the book and are looking for help with implementation of The Machine using Keap / Infusionsoft then feel free to get in touch.

Cheers

Julian

the maching using infusionsoft

 

 

 

Oversubscribed by Daniel Priestley ⭐⭐⭐⭐⭐

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oversubscribed book cover

I had to read Oversubscribed after my brother said that it contained many of the ideas and principles that I follow.

And he was right. This book resonated very strongly with me – it makes perfect sense.

Rather than think of the market forces of supply and demand being fixed, the paradigm shift occurs when you see how the factors governing demand can be changed by you, for your benefit.

Another paradigm shift is to think about getting new clients in batches rather than one at a time.

On page 159 Daniel says – “From now on you’re also in the IT business” – and that is so true. If you do not have systems in place (like Keap / Infusionsoft) to automate your marketing and business processes then you are in big trouble. So many businesses do not realise what technology can do for them or how the costs have come down.

What this book has done is given me context for the things that I have been doing and have given me success already. Now I have more structure and insight into how it all fits together, rather than just doing things off the cuff because they feel the right things to do.

Oversubscribed is one book I look forward to reading again and will be a book I recommend to my clients.

Link Amazon to buy Oversubscribed book (please note this is not an affiliate link)

Guerrilla Marketing and Keap / Infusionsoft

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guerrilla marketing and infusionsoftI have just been reading the book ‘Guerrilla Marketing and Joint Ventures‘ by Jay Conrad Levinson and Sohail Khan and it got me thinking about Guerrilla Marketing and Keap / Infusionsoft.

This is a very good book and I would recommend it, but I feel it is lacking in one area

In the book on page 62 they list 200 Guerrilla Marketing Weapons which can get your product or service noticed by potential customers. On the list at number 43 they have ‘List building (email/ direct mail)’ and at 55 they have ‘Auto-responders’

But what about Marketing Automation?

You see it is all very well using all 200 Guerrilla Marketing weapons to generate customer interest – but if you are unable to first capture that interest and then nurture that interest to a point where the prospect is ready to buy – then you are leaving so much money on the table. So in the book, they do mention briefly about building a list and using autoresponders but when you start to consider the power of automating your marketing then surely that must be a key weapon that underpins all the other weapons they refer too.

Having used Keap / Infusionsoft, the leading marketing automation software for small and medium-sized businesses for the past 5 years I have used many of the 200 weapons the book quotes and used Keap / Infusionsoft to support the guerrilla marketing activity for many clients.

If you are interested to learn how guerrilla marketing and Keap / Infusionsoft can grow your business then I would be delighted to speak with you. Feel free to schedule a Discovery call.

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