0:00

How would you like to build a website that generated

0:02

$25 million in sales?

0:05

Raise those peaks because today we're going

0:07

to break down some of the secrets behind

0:09

the best selling websites on the internet

0:12

presented by advertisement.

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The juke of digital will guide you through

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the rapidly changing landscape of digital

0:19

marketing, social media, and

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how to grow your business online. To

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submit a question for the show, text

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821-2044 or visit [inaudible] digital.com

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That's M I N t.com

0:42

or call (844)

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236-4686 to grow your business. Here's

0:48

your host, Brian Mitt .

0:50

All right , I'm excited today because we're joined

0:52

in the studio by may have reds . Ah

0:54

, um , you're the founder

0:57

of Atlantica. Is that right?

0:59

Okay, perfect. Oh man, I,

1:01

I'm so excited to have you here. Um,

1:03

for a couple of reasons. You know, we've collaborated

1:06

on a couple of projects , um,

1:08

that have been fascinating. Uh, as

1:10

I was able to work on them or , and was

1:13

seeing what you guys were doing , um,

1:15

which I was like, I've got to have you on this show

1:18

to explain some of your

1:20

methodologies behind what

1:22

you guys are doing out when

1:24

it comes to, you know , building fantastic

1:27

website . So let me do a little bit of introduction and

1:29

then you can correct me if these are all wrong.

1:32

Um, you know, you're, you're a marketing expert, a

1:34

business consultant, you're the founder

1:36

of Atlantica . Um,

1:38

you are, you've worked with Sony, Hulu,

1:42

cannon , um, you specialize a lot

1:44

in creative marketing strategies, website

1:46

consultation , um, and

1:48

a lot of digital advertising. And

1:51

most importantly, and one of the accomplishments

1:54

that, you know, I look at and I'm like, man, that's awesome. Is

1:56

you were awarded the two comma club

1:59

, uh, X award by click funnels

2:01

by creating a website to generate

2:03

over 25 million in sales.

2:06

Is that correct? Yeah, I've seen your, your

2:08

big award. They give you a thing you can hang

2:10

on the wall. If I click funnels, I mean,

2:13

so that's, I , I wanted

2:15

most people dream about

2:17

that. And when you actually have done

2:19

it and generated that in sales, I mean, that's

2:21

an incredible accomplishment. Um,

2:24

that most people will never get to. There's a

2:26

lot of people that talk about being able to do it. You

2:28

actually did it.

2:31

Yeah. Thank you. Marty. Uh, I mean , um

2:35

, uh, you know , um , first

2:37

of all, thank you for having me and I'm

2:39

really excited to be here. Um,

2:42

I, and you were saying that not a lot of people

2:45

will get to that point , uh,

2:47

especially with , uh, uh, building

2:49

a website that can generate 25 million, but I hope

2:51

they do, but the , the

2:54

honest fact is that most websites

2:57

don't make a profit. Most of them actually, and

3:00

over the last 13 or 14

3:02

years, I have been creating businesses,

3:05

working with businesses and consulting for businesses

3:08

on so many different capacity, whether it's website

3:10

marketing, Facebook ads , um

3:13

, copywriting, et cetera, et cetera, email campaigns.

3:15

But over those years and with, you know, hundreds

3:18

of thousands of dollars in ad spend and testing and split

3:20

testing. What I found was

3:22

that the common factor that

3:25

led to the success of all of those businesses was

3:27

having a centralized website

3:29

or landing page that was really optimized

3:31

to speak to that audience. Uh

3:33

, you know, help them be heard, you

3:36

know, show them that they're understood. And those

3:38

are the websites that are really powerful and convert

3:40

.

3:40

See, and this is why I wanted to have

3:42

you on this show and you know , a little

3:45

peek into our world. You know, I get contacted

3:47

all the time by people that are like,

3:49

Hey, I made a website last

3:51

night on Shopify. I spent 10, 10 minutes,

3:54

I put some images up, I'm ready to

3:56

go. You go make me millions

3:59

of dollars with Facebook ads. Um, and

4:01

it's just, it's rough when I see that. And I'm like,

4:03

man, you've got a lot of work ahead

4:05

of you. You know, they think that they've done

4:08

the, you know, the hard part's over and someone's

4:10

gonna go and make them a lot of money. And I'm like, man

4:13

, it couldn't be further from the truth. Meaning Facebook

4:15

ads or advertising in general will only

4:17

amplify what you have

4:19

in place. And I've seen people

4:22

waste millions of dollars by

4:25

not spending a

4:28

couple thousand on building a better website.

4:30

They're like, Oh, it's good enough. Let's just hit the gas

4:32

and go for it. And it from my time

4:35

in my eyes, sometimes it seems so inefficient.

4:37

And I'm like, guys, no, no, no, don't you , we want to redo

4:39

this. And they're like, no, no, no. Don't worry about that.

4:43

Um, we'll figure it out later. That's not important.

4:46

Um, and it's just crazy to watch the , you know, sometimes

4:48

what I look at is a big mistake who

4:50

everyone gets to run their business their own way. But I

4:52

wanted to have you on, because I know

4:55

that some of your thoughts and

4:57

strategies behind the

4:59

companies that you work with and the companies

5:01

you're building , um, are very

5:04

built around the core of build

5:07

that amazing website first,

5:09

that that is built to speak

5:12

to the person who you're trying to bring

5:14

in. Um , first. And so I, that's

5:16

what I wanted to run through today. Yeah, yeah,

5:17

absolutely. You know , um , unfortunately,

5:20

just echoing what you said a little bit, a lot of

5:22

people, most people treat websites

5:25

as a necessary evil and

5:27

um , they really struggle when

5:29

they treat their websites as a necessary evil.

5:32

And , um, one of the

5:34

other biggest mistakes that many

5:36

even large companies make is

5:38

that they think that great design

5:41

or a beautiful design is the answer.

5:44

However, when you pull people

5:46

who visit websites and don't purchase well, what

5:48

was the number one reason you

5:50

didn't purchase? The most

5:53

frequent answer they get is that

5:55

I was confused either. You said

5:57

something that brought up a question in my

5:59

mind that you weren't able to answer or

6:01

I didn't understand your message. And

6:04

if the number one reason why people aren't

6:06

buying on a website is that they were confused,

6:08

well, you can't fix that problem with design.

6:11

I'm nothing against designers. I have great designers

6:14

that have a lot of respect for, but confusion

6:17

is not a problem that happens in the eye

6:19

. You know, confusion is a problem that happens

6:21

in the brain. So you can't fix

6:23

confusion with just a pretty website. It's

6:26

the messaging that's really has

6:28

to be dialogue . This is so good and I'm just

6:30

so excited about this. Um, so what

6:32

I've seen a lot of times is people will come and

6:34

they have a design that they've worked

6:37

on or they're like, yeah, this

6:39

is it. Here's my product, it's my

6:41

baby. I'm excited. They

6:43

know all the answers and

6:46

they'll run through it. How do you

6:48

work through the process of finding

6:51

now? What are the confusing elements,

6:53

not that the founders have, but did the visitors

6:56

are having as they come through

6:58

this site? Well, you know, there are some major

7:00

pet peeves that all visitors have when they

7:02

look at a website. And this

7:04

is going to resonate with everyone because we

7:07

have visited bad or terrible websites

7:09

before ourselves. It happens all the time.

7:11

And although I'm not a design

7:14

expert, I have worked on websites so much.

7:16

I understand how a website needs to

7:18

be designed in order to convert

7:20

, uh , the audience. And one of

7:22

the number one , uh, one of the

7:25

biggest problems that websites have is

7:27

that they are just

7:29

overly extraordinarily verbose

7:33

to the point where their audience gets, feels

7:35

like they get hit with a wall of words.

7:37

You know, when they get hit with a wall of words,

7:40

you're communicating to your audiences that, Hey, this

7:42

is going to take awhile. So come

7:44

back later. And that's what we're telling our

7:46

audience. They're thinking, okay, I'm going to come back later.

7:48

And unfortunately they never do because,

7:50

you know, we, our attention is so divided,

7:52

it's so split and it's short. So

7:55

if we can't communicate a message on

7:57

our website that immediately hooks our

7:59

audience, you know, sways people

8:02

who are undecided, crushes their objections

8:04

, um, gives them the confidence and the conviction

8:07

that they need to buy our product. If we can't

8:09

do that quickly with the fewest

8:11

number of words possible, we're going to have a very

8:13

hard time, not just in

8:16

marketing, but with everything, with advertising,

8:18

with growing the business, with profits,

8:21

with revenue, all of that stuff. You know, what I think is

8:23

fascinating is, you know, a lot of times it network

8:25

networking events. You know, when you go to

8:27

meet someone you'd be like, Oh Hey, you know, you know, what's your

8:29

name and what do you do? And there's some people

8:31

that will have, you know , very creative answers

8:34

where they're like, you know, they'll come up with some , I'm a doctor

8:36

and I work with, you know, this certain

8:38

type of disease or whatever.

8:40

There's other people that will be like, there'll be

8:43

going like this long, you know,

8:45

three minute talk about, well I started

8:47

bagging and you know, your history, you can just

8:49

tell like out of that everyone's like, ah, is

8:51

going to take over . It's going to take a while is awkward. Like

8:54

I don't, I'm not a part of this conversation. You're

8:56

just talking to me as opposed to

8:59

let's have a fun back and forth. And I think

9:01

what happens is on websites people

9:03

just feel like, I need to put

9:05

lots of information. I need to get in front

9:07

of them and tell them everything they ever want to know. And all

9:10

the , you know, big blocks of texts describing,

9:12

and I've seen people spend

9:15

weeks and months putting

9:17

together the copy and they're like, now it's perfect.

9:19

And I'm like, I don't think anything's ever perfect.

9:21

Right . You're always changing, adapting it . Yeah. Um,

9:24

but I just, I feel like that glaze over,

9:27

a lot of times people, they could sense

9:29

it in real life, but they can't sense it on

9:31

a website. Right. Meaning what

9:33

are your thoughts on how to be able to determine that?

9:36

So how to be the , the question is how to

9:38

be able to determine what

9:41

are the great things to say and what to leave. Yeah , yeah,

9:43

yeah. So a website, in my opinion, is

9:45

it done when there's nothing left to remove?

9:48

Not when there's nothing left to add. Oh, it's so

9:50

good. That's a really,

9:52

really important, our audience

9:54

isn't coming to us because they want to know

9:56

everything. We need to understand

9:58

what are their major success factors,

10:01

what are their biggest challenges and obstacles

10:03

that get them to move forward. And we just

10:05

need to focus on that and remove everything else

10:07

out of their way. So, I mean, that in

10:10

itself is a $25 million tip.

10:12

Sure. In my career,

10:14

the number of times I've seen that rule broken.

10:16

Yeah. All the time. And I've watched people waste

10:19

well beyond 25 million. What

10:22

a great tip. So I mean, when you take,

10:24

if you were to, if we were to bring up a website right

10:26

now, what would

10:28

you start removing? Like are you

10:31

walk us through that process of what you and your team

10:33

would do? So I would remove everything because

10:37

every single website, almost all of them

10:39

are missing the most important thing

10:42

that a website needs to have. Okay . And

10:44

that is the never talk about the problems

10:46

that they solve. If you think about

10:48

it, if the purpose of creating

10:50

a product is to solve a problem and

10:53

then you go leave that problem out of

10:55

your website, your product basically

10:57

has no purpose. Now. So

11:00

businesses , when they don't start with the problem

11:02

they solve, they don't hook their audience's

11:05

attention, number one. Number two,

11:07

they haven't made themselves irrelevant to

11:09

their audience, you know? And number three,

11:11

they just haven't , uh,

11:14

you know, it made their values

11:17

clear , uh, made their , uh,

11:19

worth or their , uh , you know,

11:21

clear to their audience that this is how I'm

11:23

going to make your life better. This is how I'm going to help you overcome

11:26

the status quo. These are the short

11:28

term , uh , failures I'm going to help you avoid

11:30

this is a longterm success I'm going to help you achieve.

11:32

Now, he's not in some of the previous podcasts that

11:34

we've had, we've had individuals who've

11:36

come on who've talked about a story

11:39

like creating a story that resonates with

11:41

people. Um, you're very, I

11:43

mean, does that need to be intertwined

11:45

with absolutely. Um, you

11:47

know , the value prop back to the user. So

11:50

, so here's where people story is

11:52

very, very important. It's probably

11:54

the most important thing on the website when it comes to your

11:56

messaging. The problem people

11:58

have when they talk about a story is that they start

12:00

to tell their story instead of their audience's story.

12:03

You know, they don't tell their customer story. And

12:05

this goes all the way back to a

12:07

great , um , book

12:10

called a hero with a thousand faces

12:13

by Joseph Campbell. And then there's a,

12:15

you know, a writer's journey. And then there's also

12:17

nowadays is a company that's popular

12:19

is, you know , uh , building a StoryBrand. They teach

12:21

you how to tell a story that's

12:23

about your audience and not about you. And

12:26

the best way to begin telling

12:28

your audience a story is start with the problems

12:31

that they're facing, the problems that you're going to help them

12:33

solve. And you know, this is taken

12:35

straight from the best

12:37

literature that has ever been written, the

12:39

best movies that have ever been created. For example,

12:42

one of my favorite , uh , recent

12:44

movies as Batman begins, right? And

12:46

how does Batman begins? Begin

12:49

the movie begins with Bruce

12:51

Wayne losing his parents. You know, it begins

12:54

with the problem. That's how people hold

12:56

the hook and hold your attention. And then my

12:58

favorite movie of all time is the godfather.

13:01

If you're familiar with a godfather, yes,

13:03

the movie starts in a happy , uh,

13:05

during a happy occasion, a wedding,

13:07

but quickly they remove themselves from

13:10

the wedding. Go to the Godfather's office, a

13:12

dark room where a man comes before

13:14

the godfather and says, godfather

13:16

, I have a daughter. She's a good girl. But she got

13:18

involved with these guys and they tried to take advantage

13:20

of her and then they beat her and they

13:22

beat her. It. Great. The best

13:25

stories ever told, always start

13:27

with a problem. And that's where websites

13:29

need to start. You need to start with

13:31

talking about the problem your audience

13:34

is facing. The problem that you're going to help your

13:36

audience overcome. That's where every website

13:38

needs to so fast . I've heard that before by

13:40

several other people that they're like any

13:43

, if you're a business or a service and

13:45

you're trying to tell your story, they hero in

13:48

that story. Should always be the

13:50

customer and your business

13:52

is something that comes along. Yeah.

13:54

It helps them on their journey,

13:56

get to where they want to go and they're like, if

13:58

you're not framing the story

14:01

in that way, you know , I've worked with

14:03

several , um, you know, CEOs

14:05

or presidents of companies where they're like, let me tell you about

14:07

the story and on the hero, I'm

14:09

the founder. I went through a tough time . I'm

14:11

going to be very engaged . Yeah , no , and that's exactly

14:13

what happens is the results are generally

14:16

very lackluster. That kind of brings

14:18

me to like the second thing I wanted to mention

14:20

is the most important thing on our website is

14:23

building trusts. After you talk about your

14:25

audience's problem, you need to build trust and

14:28

people have a lot of wrong ways

14:30

that they try to build trust. They try to

14:32

build trust with talking about how much money

14:34

they've made, how many awards they've

14:37

won, but none of those things are really

14:39

effective at building trust because

14:41

from research, from science and

14:43

data, we understand that humans, as

14:45

humans, our brains decide to trust.

14:48

When we understand the utter other person's

14:50

motivation. That's the only

14:52

time we decide we can trust somebody

14:54

is when we know that that person's or

14:57

that business is motivation. Right? And

14:59

the best way to get your audience to trust

15:01

you is not to talk about how amazing

15:03

you are, how much money you have, how many awards

15:06

you've won, how many deals you've closed. But

15:08

it's to show them that your intention

15:10

and your motivation is to help them.

15:13

Then they see that their interest

15:15

and your interest are aligned and

15:18

then they trust you. And people

15:20

only do business with other

15:22

businesses they trust. And we know that ourselves.

15:24

Like if I, you know , ask

15:26

you where did you buy your phone from? Who

15:28

did you buy your car from? The, if you

15:30

think about it, the core factor

15:33

that comes down to how you decide

15:36

who you're going to do business with is that you trust that company.

15:38

You trust that they're not going to disappear. You trust that they're

15:40

going to give you good service, you trust that

15:42

they're going to back up their product. So the best

15:44

way to get somebody to trust you is

15:47

to review your motivation to them.

15:49

And that better be for their own

15:51

good and not for something that's self-serving.

15:53

Oh man. It just , that's just another powerful

15:56

tip. Um , and I guess I see this

15:58

a lot where because

16:00

of the speed of the internet, you know, if you look

16:02

back 25 years , uh

16:04

, maybe before the internet, you know, when people were like, I want

16:06

to create a store, they would have to,

16:08

you know, get a location

16:10

and buy inventory or you know, set

16:13

up a restaurant or whatever it was they were doing. And

16:15

then they had to get people and come in and build that trust

16:17

little by little. Yeah . Customer by customer.

16:19

A lot of times people are now are like, let me

16:21

try to just put up some fake five star reviews

16:24

and I'll create my own award.

16:26

That doesn't really exist in the world, but people think it does

16:28

and they're trying for a lot of these shortcuts.

16:32

And it's just so funny because I see a lot of

16:34

times in people a lot of times just can't tell

16:37

what is true and what's not, which I think

16:39

ultimately leads to more trust

16:42

where people are now skeptical of that, which is

16:44

why trust is that much more important.

16:47

And you know, as a Facebook ad ads expert

16:49

Brian , that um, uh, because of what

16:52

Facebook calls a couple of bad actors, a

16:54

lot of people have to pay for that. They get there

16:56

, they get their accounts shut down, they

16:58

get their, you know , ads turned

17:00

off. So there are bad actors

17:03

out there and unfortunately everybody

17:06

kind of has to end up paying because of them.

17:08

But if you can show your audience in

17:10

a genuine way that your intention

17:13

and your motivation is to look out for

17:15

their best interests and not yours, they're

17:17

going to trust you. And you can do that with testimonials.

17:20

If you use testimonials that show you're tested

17:22

by the way, testimonials work when

17:25

, um, your website

17:27

audience can kind

17:29

of somehow associate with the person

17:31

that's leaving the testimonial. And again,

17:33

how do you create that connection?

17:35

Use a testimonial that talks about a problem

17:38

that your client had, what the experience

17:41

of working with you was like, and what

17:43

success they achieved, right?

17:45

Most people ask for testimonials

17:48

to talk how great their business

17:50

is. You know, when you have a website

17:53

full of 30 testimonials that just

17:55

talk about how amazing you are. Those

17:57

testimonials never increase your conversion

18:00

rate at all. So when you hear things like,

18:02

Oh, low stock alerts , uh,

18:05

you know, testimonials, account downtime

18:07

is all these things increase

18:09

conversions. Actually they don't unless

18:11

you know how to use it. So, I mean, I've always

18:13

viewed those as almost

18:15

kind of gimmicks sometimes. Then your little

18:17

kind of add on things that you can be like, Hey, let me see

18:19

if that works. It's like a widget. You need,

18:22

timer is running down, this is going to , you know, increase

18:25

sales. Um, and it's always saying , you know, I've

18:27

, I've seen a couple of instances where it's worked. I've

18:29

seen several where it hasn't worked, so it

18:31

can kind of go back and forth. Um,

18:34

you know, so are there any other common

18:37

mistakes that you see may absolutely.

18:40

[inaudible] I mean, I can imagine you could just write down a list.

18:42

Yeah , I have a lot man. And uh , um,

18:45

you know, actually , uh, while

18:48

I was on my way here, I wasn't driving, but

18:50

I said , uh, you know, I have a , I have a PA

18:52

, I have a document on my phone and it's

18:54

like 12 or 15 pages

18:57

of just bullet points of mistakes people make.

18:59

And I think there's probably

19:02

over a hundred, you know, common mistakes

19:04

that everybody makes on their website when they go

19:06

to build it. I will say, you know,

19:09

the third thing I'll mentioned that one of the

19:11

most common things is people don't

19:13

have clear calls to action on

19:15

their website, you know , um, instead

19:17

of , uh, sometimes people hide their

19:19

call to action button and sometimes

19:21

they have confusing calls to action button.

19:24

Um, so calls to action button that says, want

19:26

to get started, question Mark or learn

19:28

more. But if you're selling something, you

19:31

need to be very clear with your calls to

19:33

action button. Buy now, schedule

19:35

an appointment. Um, you know, book

19:38

a reservation. You need to have clear

19:41

calls to action buttons and need to

19:43

place them frequently throughout your website. That

19:46

kind of goes into the second point I made earlier. Like

19:48

people hide their calls to

19:50

action button on their website. And if you think

19:52

about it on a website, a call to action

19:54

button is the cash register. Yeah. Imagine

19:57

you go to Macy's or Nordstrom

19:59

or something like that and you've got your

20:02

shirt picked out and your jeans picked out and

20:04

you can't find the cash register anywhere, right?

20:07

And you ask an associate and you know, where do I

20:09

go to check out ? They're like, okay, you got to go down to the other

20:11

end of the mall. You got to take the escalator, you

20:13

got to walk down the hall, you know, turn

20:15

by the hall and you know , pass the water fountains, go

20:17

through the door. And when you hide

20:20

the call to action button on your website, that's

20:22

what you're doing for your audience and for your website visitors

20:25

is you're just putting up another barrier.

20:27

So what I like to say is after

20:29

you talk about the problem you're going to solve, put a

20:31

call to action button right there. Have a paragraph,

20:34

have some bullet points that talk about , um,

20:36

how you're going to help your audience to build that

20:38

trust, to build that authority. Put a call

20:40

to action button, have a call to action

20:42

button at the top right hand of your website that's

20:45

sticky. That always follows you no

20:47

matter where you are on the website and you're scrolling. Okay

20:49

? And um, what I really

20:51

think is also Poe is powerful, is

20:53

dedicating a section of your website

20:56

to break down your costs . Call to action

20:58

into three or four

21:00

steps. For example, if you are

21:02

a financial advisor , step

21:05

one, book a risk risk-free

21:07

call. Step two , answer

21:09

a couple questions. And step three

21:12

, um , you'll get a plan. Download

21:14

a plan, a customized step-by-step

21:16

plan to invest for the future. So you've

21:18

taken your call to action and broken it

21:20

down into just a couple of simple steps

21:23

to show people that, look, this is not difficult.

21:26

This is not going to be challenging. It's actually going to be easy

21:28

now. I mean, so go back to call

21:30

to actions, you know, you know, there's, you know , different

21:32

types of websites and different types of objectives.

21:35

Some people may be wanting to generate leads

21:37

for our business. Other people may be wanting to

21:40

generate sales. Absolutely. So

21:42

I mean in terms of that, I mean one of the upsides,

21:44

especially if you're sending a lot of paid media

21:47

towards it, is if I'm going for

21:49

sales, someone may come look around,

21:51

they might leave. Um, is

21:53

there, do you put any sort of strategies

21:56

in place to be like step one

21:58

is get them to come and maybe get their email

22:00

and then I work them through email

22:02

marketing or their chances or , absolutely.

22:04

You just, you know , always go for the sale. No,

22:07

no. Absolutely. Some, some websites,

22:09

some landing pages are just for lead acquisition.

22:11

Some is to just provide value. Some are gated,

22:13

some are not gated, meaning that they don't

22:15

need any kind of commitment from the um

22:18

, visitor, like a name or email address. Nothing

22:20

at all. Sometimes. Well, hopefully

22:22

they're going through something like that before they get

22:24

to a sales page where you're asking them

22:26

to add something to the cart. Yup . Now,

22:29

one thing that I've seen a lot with lead ads

22:31

or with generating leads is a

22:33

lot of times there's a an offer

22:35

or some sort of informational

22:38

product or some value. Can I add

22:40

something? I'll Google everything that we've talked

22:42

about so far in this, in this meeting,

22:45

[inaudible] applies to all types

22:47

of pages. So just because you have a

22:50

page where you're just asking for a name and email

22:52

address, people think that all I need

22:54

to do is create an ad and send people

22:56

to a form with some fields for

22:58

the name and a email address and hit submit.

23:00

But if you haven't talked about the problem, if

23:03

you haven't built trust, and if you haven't called

23:05

to call people to action in a meaningful

23:07

way, even if it's a free video, right? Step

23:09

one, watch the video. A step one.

23:12

Um, you know, enter your name and email address. Step

23:14

two, watch the video. Step three, email me if you have any

23:16

questions. If you haven't done that, you're

23:19

still going to struggle to just get leads. It doesn't

23:22

mean that everything has to be a

23:24

monetary transaction and when you do

23:26

that, your your quality of leads

23:28

will increase just not the number

23:31

of leads, but your quality of leads . It's funny that you just

23:33

answered my question. I

23:35

know . It's great because to some extent, you know , a lot

23:37

of times what we all hear

23:40

conversations from is people will be like, you

23:42

know, the information isn't right or people

23:44

are going to a, and they're entering in a wrong

23:46

name and email you. How do you,

23:49

you give them the information first and

23:51

I think ultimately what you said was the

23:53

answer, which is you've got to address

23:56

their problem. You've got to build trust

23:58

and if you can do that again , audience, people

24:01

will want to be give you their information

24:03

and they'll be like, I want to know more. I want to get to

24:05

the next step. Yep . As you know, I

24:07

mean usually

24:10

50% of more or more

24:13

of the people who opt in for something never

24:15

end up going through it, watching it or reading

24:17

it. But if you do it this way, you

24:20

know you're going to get more qualified

24:22

leads, they're going to be more engaged

24:24

because you have spent

24:26

some time with them. You've helped them understand

24:28

that you get them, so they're going to be much

24:30

more likely to go through

24:33

whatever you've just provided them for free. And

24:35

you know, fun for one of these large companies

24:37

that we worked with, you know, they were spending

24:40

almost, almost seven figures a month

24:43

to send people to a lead acquisition

24:46

form. But the problem was less

24:48

than 50% of people were actually consuming

24:50

the information. But when we changed

24:52

their landing page to go

24:54

acquire the lead from a form

24:57

to something that tells a story about their audience,

25:00

the percentage of people that started opening

25:02

the emails after

25:05

they opted in went from less

25:07

than 40% all

25:09

the way up to 70% and higher.

25:11

That's incredible. That's incredible. How

25:14

important when it comes to, you

25:16

know, landing pages or websites is

25:18

video to help you

25:20

achieve your goals.

25:23

You know, video is always

25:25

important because there are different type of

25:27

people who visit your website. Some people

25:29

just like watching a video. If there's a

25:31

video option, they'll give you the time. If

25:34

there's not a video option, they won't give you their

25:36

time right now. Right? And

25:38

creating a video is again,

25:40

very simple. When you use this powerful

25:43

story framework, start your video

25:46

by talking about your audience's problem

25:48

building trust, not just authority

25:51

or you know, competency,

25:53

but building trust.

25:55

You know, by showing them that you are your

25:57

, your motivation is their best interest

26:00

and calling them to action. So the same

26:03

formula that you use to create

26:05

your landing page or your sales page or your website,

26:08

you can use the same exact one for your video. Nice.

26:10

Now do you , um, I'm just curious,

26:12

do you recommend autoplay

26:15

videos or do you allow people to click? Um

26:17

, well , I was actually , uh , I'm interested in

26:19

asking you about that. What is, how

26:21

does Facebook feel about autoplay videos?

26:23

I mean when they go to landing pages and

26:25

it just starts auto-playing uh , I mean it can exist.

26:28

Ultimately what we always will look at

26:30

is the, the numbers behind it. Um,

26:33

a lot of times the autoplay features now , um

26:35

, we'll begin with the audio off. So

26:37

if you do auto play with like a YouTube video that's

26:40

embedded, here's kind of what I

26:42

think about auto videos , um,

26:45

until people read a really

26:47

attractive offer and

26:49

understand how this business

26:51

is going to help me, they're not very interested

26:54

in watching a video. So if

26:56

you look at heat maps of a website,

26:58

right? If a video doesn't have a really

27:00

interesting headline, by the way, this is another problem

27:03

that websites have is they'll stick a video

27:05

on their website, but it has no interesting headline

27:07

to entice people to watch that video. They

27:10

think just because I build it, people will come.

27:12

Well, if you think about YouTube, you can't just upload

27:14

a video to YouTube and not put a thumbnail

27:16

and engaging thumbnail, an interesting headline

27:19

that opens a story loop that you

27:21

know, builds curiosity. Without that,

27:23

no video is ever going to get clicked or watched.

27:25

When you have a autoplay video,

27:27

you know, you haven't done those things. Uh , it

27:29

could work. I'm not saying it's not going to work, but it's a

27:31

lot better if you build some interest.

27:34

If you hook their interest, if you deepen

27:36

their , um, uh, you

27:39

know, if you deepen their interest

27:41

in your brand and your website, they're more

27:43

likely to consume the information

27:45

, uh, and have it resonate with them. Ah

27:48

, it's such good advice. Um,

27:50

is there anything that you would say

27:53

behind creating

27:56

a great value proposition?

27:59

Meaning something that people

28:02

are like, man, I've got to do

28:04

this now versus, you

28:06

know, a day from now or a week from now. Like

28:08

it could be a great product. It could be a good

28:10

website. I see about, you know, the

28:12

, the, you know, the benefits

28:14

to me are the problem. So how to get people

28:17

to act right now. I mean , I guess, I

28:19

mean I guess there's two cause the value proposition is what does it

28:21

do for me? Yeah. But there also would be,

28:23

you know, getting people over that final

28:26

hump of, Argh , I gotta

28:28

I gotta do it. This is kind of scary

28:30

because , um, I mean, you

28:32

can remove this part later, but I actually

28:35

am launching a free course about

28:37

websites , uh, in 20, 20

28:39

and beginning of 20, 20. And

28:42

this part of it, like the three things we

28:44

just talked about, you know, the problem

28:46

trust and the calls to action are,

28:49

you know, the , the chorus talks about that thing and the other

28:52

two things. So five things total is

28:54

exactly about this, how to get people to act

28:56

now and not later. So I don't,

28:59

it's like, did he watch that? But he couldn't watch

29:01

thy way into the future. Watching

29:03

came back, I took notes and came back. So, you know, getting

29:06

people to act right now to take action

29:08

right now, not a month from now or a

29:10

year from now is really important because you

29:12

can get people all the way to the

29:15

edge of the cliff. But if you can't convince

29:17

them to jump over the gap and go

29:20

to the other side, if you can't convince

29:22

them to take action, well, your business is

29:24

not going to grow. And most

29:26

businesses struggle with, well, how do I get them to

29:28

act right now? So that's why

29:30

you see those things like fake

29:33

count , you know, fake scarcity, countdown timers and things

29:35

like that and count . It's not always fake.

29:37

It's not always , um, uh,

29:41

it's real. Sometimes, you know, the low stock

29:43

alert, those things. However,

29:45

through our testing, what we saw that there's something

29:47

more powerful than all of that, and

29:50

that is , uh, creating

29:52

some kind of stakes where

29:55

you talk to people about the short term

29:57

failure that they're going to experience

29:59

if they don't move right now, if they don't

30:02

take action, if they don't break out of the status

30:04

quo, define what the status quo is.

30:06

It's the thing that has them running in place

30:08

constantly but not moving forward,

30:11

right? The short term failures that they're going

30:13

to experience. And then talking about the longterm

30:15

successes that they're going to experience, the big picture,

30:18

the promise land, right? Defining

30:21

those things, talking about those things clearly

30:23

on a website is what motivates

30:25

people to act right now. Because

30:28

they see a, you know,

30:30

fast approaching, you

30:32

know, negative scenario. I mean

30:34

being, you know, as long as we're all being genuine

30:37

and things like that, when we're uh, talking

30:39

to our audience, they see that fast

30:41

approaching, you know, apocalypse

30:44

and that longterm

30:46

success that they can achieve if

30:48

they act right now. So creating

30:51

these kinds of stakes , you know, helps

30:53

them overcome the status quo. And that is actually

30:56

more effective than saying, you

30:58

know, this webinar only

31:00

has 50 seats , uh , we only have

31:02

10 more , uh, toothbrushes

31:05

in stock or you know, your

31:07

chance to sign up

31:09

goes away in five minutes. I mean, there have been websites

31:11

up for like four years that's saying like, you

31:13

know, these next five minutes of your

31:16

life is the last chance. So those things

31:18

aren't very effective. But what's more effective

31:20

is, you know, creating some steaks . So what's

31:22

the short term challenge challenge you're going to

31:25

, uh , experience and what's the longterm

31:27

success you're going to experience if you act now. I love

31:29

that. And the truth is, I think any business,

31:31

if you sat down, you could

31:34

quantify what would

31:36

it cost someone if they didn't

31:38

absolutely buy , buy my product or service

31:40

for a day or for a

31:43

week or for a year. Like if you

31:45

waited, what would that

31:47

amount to in a dollar? I

31:50

was most likely the easiest way to do it would be an a dollar.

31:52

But there's other, you know, values of thinking

31:54

of time, lost time or frustration

31:57

or headaches or other relationship

31:59

relationships, you know,

32:01

years of , uh , you know, professional

32:04

opportunity, opportunity costs . I mean,

32:06

those, sometimes those things

32:08

can get at a deeper level than just

32:10

like, you know, here's the amount of

32:13

money you're not going to make in the

32:15

next month if you don't take action. If you can talk

32:17

about those, you know, emotional

32:19

hooks, if the, you know, the, the way those

32:22

problems manifest inside

32:24

of them , uh, around them

32:26

and spill over to their coworkers,

32:29

to their family, to their home, like

32:31

those kinds of things. Now you're

32:33

making it so much more real

32:36

for your audience. So good. So the

32:39

tips that you've given today are just

32:41

fantastic. Um , I want to take a minute, just

32:43

make sure, how do people find

32:46

you if they want to connect with

32:48

you? I mean, you are dropping some, some massive

32:50

truths today and I want to make sure that they can connect

32:52

with you if they want. I would love to

32:54

connect. Um, you can go to my

32:56

website, atlantica.com that's

32:58

what the D a, D, a,L

33:00

, a, N, T, I, C a. It's

33:03

kind of like the Atlantic ocean, but with

33:05

a D because of advertising play

33:07

on words there. You can just go to Atlantic

33:10

a.com and there's a button to like reach out to

33:12

us. Um, and uh,

33:14

you know, we're redoing our website right now. I mean,

33:17

at a company where we focus

33:19

on websites, we're redoing our website all the time.

33:21

And in the beginning of 20, 20

33:23

, um , if you're listening to this in January

33:26

or February, the free course is probably

33:28

already out and it's going to be,

33:30

you know, a lot more

33:32

information about what we just talked

33:35

about. It's going to go much deeper. It's going

33:37

to actually pull examples from

33:39

like the best ad campaigns in history

33:41

, um, from the biggest brands

33:43

like Apple and you know,

33:45

so many others. And the goal

33:48

of the course is not to leave

33:50

you hungry for more so that

33:52

you buy something. The goal of

33:54

the course is after you

33:57

watch this course, you should be able to create

33:59

a website that is on the

34:01

level of those major brands and

34:03

it's completely free. Um, and

34:05

my goal is to, you know , create

34:07

free content that is better than paid

34:09

courses. That's my goal. And I V

34:12

I'm very firm on that, so if anybody

34:14

wants to learn more about this, they can watch that.

34:17

Um, yeah, that's great. No, that's , that's fine. I

34:19

was going to say, you know, man, you have to, if

34:22

that course lodges, you know , like let people know

34:24

where to be able to find it. So it'll be on your website.

34:27

There'll be able to go and sign up for that. Um, fantastic.

34:30

Uh, I'd probably go sign up right now

34:32

if I get a check that you have to let me know

34:34

when it goes live. Cause , I mean it sounds good.

34:36

I mean I , I've technically already seen it in the future

34:39

cause I right . Questions. Right . That's

34:41

great. Well, you know, as we kind of wrap up here

34:44

, uh, is there any final words

34:46

that you would have for, you

34:48

know, people out there that you know, have a website right

34:50

now and you know, maybe they're

34:53

thinking, you know, Hey, it's, it's uh

34:55

, we think it's okay. Like I think that's another thing is

34:57

people a lot of times don't know,

35:01

they don't have a baseline for that. So yeah, feel

35:03

free to, I have a couple of things. Number one, don't

35:05

get bogged down by what tools you should be

35:07

using. You know, all the tools

35:09

are going to at the end of the day, help you deliver

35:12

your message and uh,

35:14

you know, spread your message and attract

35:16

an audience, right? So don't get

35:18

so obsessed with, well, where

35:21

am I going to host this? Where am I going to put this? It really

35:23

doesn't matter if you're just

35:25

starting out. If you're creating a business

35:28

to put a really strong foot forward,

35:31

you need to sit down and think about your audience.

35:34

You need to think about what they struggle with. You

35:36

need to think about what be meaningful to them and

35:38

you have to deliver it to a way that is convenient

35:40

for them and not get

35:43

stuck in your head about what you want to

35:45

say, what you think is important. And

35:47

that is hard. That's not always easy.

35:49

So once you've done that, go

35:51

to somebody and ask them for

35:53

just 10 minutes of their time. Ideally

35:56

a potential customer or

35:58

potential client. And don't tell them

36:00

anything about what you do. Don't say anything

36:03

and say, Hey, can you read this

36:06

and tell me what you think? And

36:08

they are going to answer

36:10

all of your questions for you. When people

36:12

ask like, you know, how do I know

36:15

whether I should do this or whether I should do that with our , I should

36:17

say this. And whether I should say that I say, go

36:19

to your audience, they have all the answers.

36:21

Yeah . You know, I still do this to this

36:24

day. You know, when we create a website, either for a

36:26

large company or ourselves, we,

36:29

you know, focus group it and

36:31

I give people two and a half minutes to

36:33

look at my website. I don't tell them anything about

36:35

it and I ask them to answer six questions

36:38

, uh, four to six questions.

36:40

And if they're able to nail those four to six

36:42

questions by spending, you know, 120

36:45

seconds on a website, I feel like, okay,

36:47

I've done my job and now I'm

36:49

confident about coming to someone

36:51

like Brian and saying, Brian , this,

36:54

I think this is ready for traffic. Ah

36:56

, Oh good.

36:57

Your , your pieces of advice are just like,

36:59

I get goosebumps hearing

37:02

it because it's, it's , maybe it's just like

37:04

gold after gold after gold

37:06

that you've kind of shared today. So

37:09

anyone that , uh, is looking

37:11

to improve your website , um , definitely

37:13

check out that course. Uh, you

37:15

know , get recourse free course. Get on that.

37:18

Um, just fantastic tips. I think every

37:20

website has the ability to be improved in some way.

37:23

Um , and the truth is all the big ones always are, they're always

37:25

changing them. They're always Justine

37:27

and try new things. So their websites

37:30

never really come to an end. So there's always a way to

37:32

level up. So I just wanted to thank you

37:34

so much. Thank you. How many chairs ? It was a pleasure

37:36

and a privilege. Oh, that's great. All right guys, thank

37:38

you for hanging out and we'll catch you on the next

37:40

episode.

37:41

Thank you for listening to the Duke of digital

37:43

podcast with Brian Mitt , one

37:46

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37:49

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37:54

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