Do you wish you could be more visible in the marketplace and have a competitive advantage?
In this episode, my guest experts, Matt Wolfe and Joe Fier, are uniquely qualified to share with you how to do just that. They will share how they help their clients get seen everywhere, create more sales, and take you behind the scenes of how they’ve created a business where they work just three days per week.
Joe Fier and Matt Wolfe are co-founders of Evergreen Profits and hosts of the podcast called Hustle & Flowchart.
Grab your pen and paper and get ready to put these steps into action…
Listen to the podcast here:
Evergreen Profits with Joe Fier and Matt Wolfe [Podcast 214]
Have you ever been in a place where you’re like, “If only more people knew how great I was? If only I could get seen in the market place? If only I could position myself to get the competitive advantage, I’d be able to hit amazing growth, triple, quadruple or double my business and a whole lot more.” If you’re wondering that, our experts are uniquely qualified to be able to share with you how to be able to do that. We’re going to take a deep dive into some of their insights and strategies, working with hundreds of different clients and a lot of different industries and a lot of different niches. How they help their clients get seen everywhere and get a feeling you’re everywhere, as well as some of the strategies they have built where they literally have a three-day workweek. Would you like to learn that? Our guests are Joe Fier and Matt Wolfe. They’re Cofounders of Evergreen Profits. They’re the host of the podcast called Hustle & Flowchart. They love showing people like you and me how simple it is to get seen online in competitive niches and industries. They’re avid marketers for over twelve years and podcasters at heart. We’ve got a chance to meet through our good friend, Steve Olsher, out an event called New Media Summit. Joe and Matt, welcome to the show.
Thanks for having us. I’m looking forward to it.
You guys have come on the scene over the last several years. It seems like an overnight success but twelve years of history. You guys are pretty passionate about helping people who maybe have tried other things and failed in the research I’ve done. They’ve tried other stuff and then they meet you. You help them get seen and explode and all these different things. Why are you guys passionate about doing what you’re doing?
It really comes down to following what we love to do. We always love to experiment and then share what we find out of these experiences and experiments.
You like to experiment do you?
All of the above. Our outlet is the podcast and we want to give the best we can there. We realized in everything we’ve done is if you can control the flow of eyeballs, your traffic online, then you can pretty much sell whatever you want or start any movement you want. You can raise money for some foundation or your own startup. When we realized that through all these experiences, it’s crazy when you can control it and then to have this mote built around your ecosystem, then you can do a lot. It’s a lot more predictable. We have the system that we’ve created throughout the years of doing it and we like to share that. It’s been helpful for everybody and we have a ton of people saying the same thing too.
We have a real passion for learning. We’re excitable little kids where you get a new gadget and you want to go tell every single one of your friends about it and show them how it works. That’s like us when it comes to marketing tactics and strategies. We learn new Facebook ad tip, a new Google ad strategy or some cool SEO trick and we just feel, “This is awesome. We have to share it with everybody.” That’s what we do.
It hasn’t always been this way for you. You’ve had in the journey of business, there are ups and downs. What would you say, to put context around this, to give people a perspective that everything you have done isn’t amazing? Perspective-wise, what’s been your biggest mistake or biggest failure for yourselves and what did you learn from it?
You nailed it earlier in the overnight success. We’re getting good momentum, ten years of that was a lot of, “That didn’t work. Scrap it. Do it again.” I’d say the biggest mistake is not leveraging others, having a team around us to do the things that we don’t love to do or we’re not good at.
I would say there are two things that I can see. One is, we waited way too long to build a team. We’ve been at this for twelve years. We started putting focus into building a team. It’s been the two of us for most of that time. The other thing I would say is the shiny objects syndrome, “This looks like a cool business strategy, let’s go over this way and let’s try this.” We’ve serpentined and gone all over the place and finally found our straighter path.
Speaking of that straighter path, after many years, you finally adopted the idea of getting a team. Maybe narrow it down, not that we ever as entrepreneurs or business owners eliminate shiny object syndrome because it’s part of our gift and our curse. As guys you have worked with lots of other clients too, it’s the big mistake that a lot of people are making as it relates to building their online platform and being seen out there.
If we’re thinking that way, it’s not harnessing the ways to drive traffic to your asset online. Something that you control and that’s not to your Facebook fan page and all that. Actually, your website that you can grow an audience and own audiences, is what we like to call them. Something like an email list, it could be something like a chat bot list, something that you can follow up with on demand that you have control over. For the longest time, Matt and I have worked together but then we separated ways a little bit. I had an agency and I took my eye off of the ball of growing email list, have a follow-up system. I didn’t do any of that. I knew it and Matt was great at it. He did that arm in his business well but that was the thing I always kick myself. I got four years into it, “What am I doing?” I still hit the email and relied on referral networks. A lot of folks do that and not harness and actually pay for traffic.If you can control your traffic online, then you can pretty much sell whatever you want or start any movement you want. - Joe Fier Click To Tweet
It blows me away how many businesses out there do not put any focus on growing an audience, growing something, some way to go back to people multiple times. Whether it be an email list, direct mail list and even social media following. Many companies are going after the sale and then the next sale and they don’t ever focus on, “Once I make the sale, how can I get somebody coming back to me?”
That first sale is actually to start the relationship or get them on some list, to follow-up with them. Let’s pivot a little bit, there’s a lot of noise around Facebook and yet you guys, not that you don’t focus on Facebook because it seems you do but it seems that you put a lot more focus into Google and leveraging Google. Speak to the benefit of that and how it translates to being able to build up that following or build up that audience that most businesses want?
We do put some focus on Facebook but we feel like Facebook is good for retargeting. Once people have already found you, bring them back to you over and over again. We love Google search ads because it’s very buyer-intent traffic. If somebody goes to Google and they’re searching for a product name or how do I solve this problem? They’re looking for a solution. It’s very buyer intent. I’m looking for a solution to my problem type traffic. If you’re the one that shows up at the very top and you link them over to a piece of content that shows them how to solve that problem, they’re going to start following you. You’re going to be that go-to expert for them in that niche because when they had a problem, you are the one to put that solution in front of them. Compared to Facebook, people are thumbing through looking at what their friends and family are up to, watching funny memes, stuff like that. They’re not going to Facebook in that buyer mode like when they’re doing a search on Google. We do like to follow up with them on Facebook but it’s not on that first touch. It’s on that second, that third touch after they’ve already been introduced to us and what we have to offer.
It’s almost like a one-two punch if I hear you right. It’s Google because it’s a buyer intent, then you’re using Facebook as a follow-up strategy to interact with them at a social level. The two creates this presence if you will, this feeling of, “You guys are everywhere. What’s up?”
That’s the idea. That’s another one of the problems that a lot of folks don’t think about is be multi-platform, be everywhere. Leverage, retargeting and Pinterest I think even does retargeting. If your market’s there, why not show up there? Thinking about how people interact online in your industry and where are your hottest prospects sitting, be there somehow.
Between Google and Facebook, you honestly can give this impression that these guys have a massive ad budget. They must be spending millions of dollars to get in front of people. Some of our ad campaigns, we’re spending a dollar a day on. Legitimately, we’re spending $1 a day on several things and the people that are seeing it are thinking, “These guys are everywhere.” Google search is how we capture people initially. Google search and SEO, which is actually a side benefit of doing Google search ads. If you use Google display network ads, you can retarget with Google display network and those are banners that you see on people’s blogs and on news websites and things like that. All of a sudden, your ads are going to start showing up in the sidebars of those websites. Using Facebook ads, you start to show up in the Facebook newsfeed and you can start to show up an Instagram. It appears where people spend most of their time, Facebook, Google search, YouTube, Instagram, you’re on all of them all of a sudden.
Would you like to have a feeling that you are everywhere and do it for as little as a dollar a day? I know that sounds too good to be true. You brought up a pretty significant concept for as little as $1 a day you can get this feeling that you’re everywhere. What are some steps that our audience can take to get started to leverage some of the strategies and techniques you’re talking about?
This would mainly be on Facebook, for the $1 a day strategy. A couple of mediums you can use is video. Video on Facebook, they want that engagement to increase. There are some cool strategies you can use with $1 a day there. You can target a lot of very specific audiences through Facebook’s different options that they have.
A similar concept is we’re using Google search ads to vet out the right people to bring into our ecosystem and then we retarget them to our offers. You can actually do the same thing with Facebook videos. You can create a video that teaches a concept that you want people to understand. Go after some cold audiences on Facebook with those videos for a dollar a day. Anybody who watches let’s say 50% or more of those videos, enter your retargeting audiences where you put your offer in front of them. The same concept. You can keep it all on Facebook if you wanted to. We prefer Google search ads over for our cold audience. It’s a little more buyer intent. The Facebook videos, if they’re scrolling, they see a video and we’re talking about a concept, they may not be a buyer of our product yet. It may show, “I’m interested in this niche, this industry but I’m not necessarily a buyer yet.” Where on Google, you’re going to find some of those buyers. With the $1 a day strategy, that’s what you would do. You would go and use $1 to run videos to this cold audience. Anybody who watches 50% or more of those videos is somebody that’s a warmer lead for your product.
Let’s say I’m a small business, local business in Liberty, New Jersey and I’m running HVAC Company and I want to grow my impact with this strategy. We call it the Google left jab followed by the Facebook right hook, if you will. Walk me through it.
I don’t totally know about HVAC industry specifically but let’s say there’s very common questions that people ask before going to a company like that, to purchase their products and services. You would think of ten of the most common questions people would ask, right before making a big purchase with your company. Those ten questions that people would ask, go and create ten articles around each one of those for your blog. Create an article for each question that answers the question. You can do it with YouTube videos as well. It doesn’t have to be a written thing. You can pull out an iPhone, answer the question on video, take the video, embed it and use that as your blog post. Either way, answer the questions that people tend to ask before they buy your product. Now, you’re going to go and run Google ads for anybody who searches for that question and put the most relevant article that you created into the ad.
When they do the search, your article pops up, they click, they go to your website and they get the answer to your question. That’s a question that we know is something people ask before buying typically. We’re going to retarget them everywhere. You’re going to go and create a Facebook ad that goes straight to your offer. Let’s say in this instance, it would probably be like a consultation, straight to a page where you can register for a free consultation. That would probably be where your Facebook ad retargets to or your Google display network ads retarget to. That’s pretty much the entire flow in a nutshell. Another thing that we would add into the mix is make sure you have an opt-in form and a call to action on the pieces of content as well. You probably will get some leads directly on the first touch. You want to be able to capture the email so that you can hit them from that direction as well.Answer the questions that people tend to ask before they buy your product. - Matt Wolfe Click To Tweet
Before all of this, have your pixels in place, your Google and Facebook Pixel. Even if you’re not ready to run ads, at least have those there to start building the audience. If you don’t have your ads figured out yet, cool but put the pixel on there because those are lost folks coming into the website and bouncing off that you can potentially follow up with later.
It’s for pennies on the dollar.
Maybe another idea is Facebook videos, you can actually target maybe some local companies, competitors or similar. Supplement businesses or types of industries that they could possibly target and run those $1 a day video ad to those folks.
That is one of the tougher parts about Facebook ads and one of the reasons we lead with Google. There’re a lot of times it’s hard to find those cold audiences to start with in the first place. If you’re an HVAC company in New Jersey, I’m not quite sure exactly what targeting you’re going to go for on Facebook to put videos in front of. You can geofence your town but how do you know for sure that those people are in the market for your product. That’s why Google ads starting from there is quite an easier way of going about it.
There are all kinds of approaches. There are a lot of ways to be right. Let’s say that you’re speaking to that business owner in Liberty, New Jersey who’s talking to another expert and that expert says, “You should run your Google ads straight to an offer. We need to get the phone to ring. You’re wasting money driving it to a content piece.” What would your response be to that question?
We have a lot of proof to show that the way that we run these ads and content in the long way of looking at things does work. Showing the proof and showing that, “You could go straight for the call and let’s try it. Let’s give it a shot for a week. Here’s a budget that we’re already planning on applying. Let’s apply it to that system that you think is going to work.” You can do that or you can split tests, “Let’s try a couple of options here and see which one shakes out.” Give each one enough time to actually go through the cycles, don’t rush the thing. That’s another thing a lot of folks do is pull the plug too early on their campaigns.
One thing about Google as well, Google wants to put the best possible results in front of people when they do a search. Google’s business model is constantly improving their algorithms. From an SEO perspective, they’re constantly improving their algorithms to make sure that the most relevant piece of content shows up when somebody does a search. If you play into what Google is looking or what people are looking for on Google and Google wants to optimize their algorithms, they want content, they don’t want a landing page. If somebody clicks over to that landing page and all that’s there is a lead capture form and they click away really quick, Google is going to start saying that’s not relevant to the search. People click and they click away really quick.
If you send them to a blog post or a video that takes them at least three to five minutes to consume, Google see them click that link, hang out on that page for a while and then either not come back to Google at all or come back after some amount of time. Google is going, “This was relevant to that search because they stayed there for a while.” If you play into exactly what Google’s out there trying to do with their search engine, then that says it all right there. You’re playing into what Google wants and they’re going to give you a higher quality score on your ads. When you have a higher quality score on your ads, your cost per click is going to go down and you end up probably spending less money all said and done.
You probably get some SEO juice out of the mix. You start to get that free traffic going as well, Google likes it.
There’s so much wisdom that you guys have. You’ve worked with hundreds and hundreds of clients. You’ve given us a great strategy with one-two punch. You can start small with $1 a day. You can leverage both Google and Facebook and there are a lot of other strategies. If you had to narrow down, the top one to three breakthrough insights or strategies that you’ve guys have either put in place in your business in the last six to twelve months or maybe you’ve installed for some of your clients you’re working with, what would you say one to three of those big breakthrough strategies would be?
The biggest game-changer for our business in the last twelve months has been hiring an operations manager. I’m sure that probably would have been your number one thing you would have said as well. We hired an operations manager and it freed us up so much. We can actually take trips. You mentioned that we’re working three days a week: Tuesday, Wednesday and Thursday. That was something that Steve Olsher actually recommended that we start trying to do. Having this operations manager helping run our business has allowed us to do that. She does all of our hiring. We went from a team of two people to a team of eight people on our team. I can’t even name everybody on our team anymore because our operations manager’s running so many aspects of our business.
They don’t necessarily like that. We told her actually, “We need to have a team meeting and get together to actually hang out.”Figure out what’s important and what you should actually spend your time on, and do a great job on those things. - Joe Fier Click To Tweet
Our team called, we were literally talking about doing like a team retreat so we can all get to know each other. There are people on our team that I’ve never actually spoken to or even exchanged emails with. Our operations manager’s running that piece of our business. That was a big game-changer for us.
What advice would you give as a tweak on that idea? What advice would you give? Where did you find the operations manager? What advice would you give to someone looking to hire it?
We have a buddy named Tim Francis, the Great Assistant. We used his service to do that and I couldn’t thank him enough for that. He matched us with the Kolbe test, personality matching. It was in Traffic & Conversion Summit that we met Tim. We got on this whole path of, “We need a team. Let’s understand ourselves too.” Our personalities, how Matt and I worked together, we’ve known each other forever but he’s completely different in the way that he works and things than I am and that’s great. We actually have some substance to the Kolbe and then that’s how we found Shannon ops manager. It’s how we hired a couple of other people as well not ops manager but we vet partners that way even. It’s interesting.
The personality mixed up with the team. Another one added to the list, that was the podcast. Our podcast is our number one content machine. That’s where all the free, the best of the best. It feels like each one’s like a course in itself, some paid training course. Doing that and I would suggest that to anyone in whatever niche you’re in, if audio is your thing, if you don’t mind talking, maybe video is do that. The podcast is the top of our content funnel. Everything trickles down. We can segment like crazy. If someone listens to a traffic podcast and they’re interested in traffic generation, so we follow up with emails, Facebook ads and all that stuff to make sure they’re coming back.
The podcast has been such an amazing networking tool as well. I can’t overstate that enough. Our network has grown exponentially because of the podcast. Our knowledge-base, the people that we can tap into when we run into issues in our business has expanded and expanded because of the podcast. We know you because we’re all podcasters. We know Steve Olsher, we know that whole circle of people because we are podcasters. It’s opened up so many opportunities. A third one I was going say, this is going to sound ridiculous that it took us ten years to figure out in our business but listening to what our customers tell us they want from us. We went so many years going, “You know what would be cool? We should make a course about blogging. Everybody’s going to love this course. We should go make a software that does this. We should go create an agency that offers this service.”
Nowhere along the line where people telling us, “You should go do that because I would spend money on it.” It was only within the last couple of years that we got to this point where people are, “If you made a course that taught us how you’re driving traffic, I would totally buy that.” It got to a point where we had twenty, 30 people saying, “Those traffic strategies you’re teaching on your podcast, dive deeper into that and create a course on it.” It took people coming to us and saying, you need to make that before we finally started making it where, maybe there’s something this whole listening to your customers thing.
Look at simplifying your business by having other talent around you, whether it is operations manager or a project coordinator, project management, to free you up to stay in your sweet spot number. Number two, look at ways to build a content machine. Podcasting is a great tool to be able to do that. Number three, listening to what your customers tell you. I’m curious, as a side tangent because this is a question I get asked a lot. How do you guys monetize your podcast?
I alluded to it a little bit with the segmentation. We see it as a massive way to figure out what people want to dive deeper in. The traffic was a prime example. We have a lot of different traffic-focused episodes. It might be about YouTube, Google or Facebook specifically but we know if they’re sticking around, if they’ve hit that page, our Facebook pixels are going to fire our Google pixels are going to fire. We usually have custom opt-ins for each episode we put out there, either episode-based. We actually have a cheat sheet, we have folks opt-in for and we take the notes for them, which was really cool. We do that or we do a general traffic opt-in but all of that is to dive deeper into traffic. We do automation with any tools as an affiliate as well. We do the same thing.
The short answer is we sell a course and we promote affiliate products. Those are our two biggest monetization. What Joe was talking about is this ninjary behind what we’re doing, our podcast is a segmentation tool. If somebody listens to an episode about traffic strategies, we retarget them using the exact strategy we talked about. We retarget those people to our course on traffic. We have a lot of software developers on our show, a lot of SaaS product creators who come onto our podcast. Whenever we talk to them and interview them about their product, anybody who listens to that episode is probably going to start seeing retargeting ads on Facebook and Google display network with us promoting the software that they were talking about. We use the podcast as this giant segmentation tool to retarget people based on the interests, based on what they listened to.
I’m going to be bold. You’ve got to be saying, “These guys have got it going on.” I want to encourage you to pay attention to what they’re doing, how they’re doing it and watch what they do. There are a lot of people who talk a good game and then there are those who do what they say they do. These guys are examples of that. If people want to go deeper with you guys, learn more about what you’re up to, where can they go? What resources do you have available to ideally bring them into your funnel, get them on your list and then market to them every day for the rest of their life?
The Evergreen Traffic Playbook[/caption]
To be quite honest, the people that are on our list too. We do mail our list every single day, full disclosure but it is all content. There are very little offers to our email. It’s pretty much all content because if you view our content, you’ll see our offers. Don’t worry about that. If you go to EvergreenProfits.com/GTF, you can get our book called The Evergreen Traffic Playbook and it’s for sale on Amazon and everything. You can get a free digital copy by going to that link.
That outlines a lot of these strategies we talked about, but deep dives into these specifics. You can actually try it out yourself. We have ten experts we’ve interviewed ourselves or ask some questions too about how they generate traffic as well so you get all of these insights.
Go take advantage and get the resource. Use it, apply it and consume it. Go check out what they’re doing. It will be the last day you struggle with traffic. Take advantage of what they’re making available. You look like twelve years old in many ways. You guys have this amazing spirit and it’s been great to get to know you over the last several months. As parents, let’s shift. I want to get into some personal things. Let’s face it, being a dad, being a parent and an entrepreneur is interesting. What advice would you give to parents who are also entrepreneurs in navigating the kids, business and family business type stuff going on? What’re your insights there?
We talked about this often, people try to balance it, find this work life balance thing, which as an entrepreneur you think about, “I don’t know if I can do that. Is that possible?” The family might not understand, but if you can integrate the two, that’s what we try to do individually with our families. Try to mesh, live and flow but it’s being present and being aware with who you’re speaking to or what doing in that moment. If you can be present with the folks around your kids, your wife, your spouse, whoever, it doesn’t matter how. You might be working like a crazy person, even late at night but if you’re present and spending the time with your actual family, your kids, then a lot can change in your life. There’ have been periods where we dropped out of being present with our families and you definitely feel it or you hear about it. You don’t want that burden to be on someone else that doesn’t deserve that. It’s tricky but it’s possible.
When you’re working on your business or you’re working on your family, being with your family, be fully focused and committed on whatever you’re doing in the moment. Try not to be wandering to the opposite thing. For us, that’s probably the best advice that I can give. We’re not huge believers in that work-life, business-life balance. It’s all just life.
The idea of work-life balance is utter nonsense and BS. Similarly, I believe it’s integrated, your life and your business merge together and they’re universal. If you’re committed as anybody to be awesome, you’re going to be hyperfocused. We’re in pro football season and these guys aren’t talking holidays off. They’re working through the holidays. They’re at practice, grinding it. A lot of professional athletes go through that and they go through that in a compressed time collapse or compressed window. They have the ability to have greater opportunity, greater money, greater media exposure and all these things for that collapsed window to enjoy the things most people won’t enjoy downstream.
As an entrepreneur, there are no guarantees like as an athlete, there are no guarantees. The old term the meritocracy idea, which simply means that you get to reap the rewards of what you go out and create or miss out on what you don’t, which can be scary. As a husband, what are you guys most afraid and insecure of in what you’re doing as an entrepreneur? It’s something that I find a lot of entrepreneurs have in their heart which is not talked about that openly. What would you say has been something or maybe had been in the past, something you’d been insecure with as a husband and an entrepreneur? What did you learn from it that our audience can learn from it too?
As we’re trying to build this business, grow our brand and we’re trying to do more speaking engagements. Going to conferences to network and meet other people in our industry. One of the bigger struggles I have is spending time away. When we went and did The New Media Summit. We were gone for ten days or something like that. It was a while because there was the whole event. Joe bought a car out there and actually drove the car from Austin back to San Diego. That was a whole three-day process. Spending the time away, I’m always very conscious of the fact that my wife is at home with two kids. I know how they can be at night when it’s time to put them down for bed. They never want to eat their food and there are all these nightly struggles that I know and I’m not there to support. For me, that’s something that I’m very aware of whenever I’m away for more than a day or two.
That’s a good one and that’s always in the back of my brain anytime I travel. I love to spend time with my wife. She’s an entrepreneur as well. It’s an interesting relationship because there’s a lot of business talk but it seeps into life. We’re foster parents as well. We’re actually working on a big fundraiser for a documentary we’re putting out there. A multi-series documentary of around fostering and it’s a lot of effort. My personal nature is to dabble and try a lot of new things and experiment in quick start. In the Kolbe, I’m way high up there. I am a nine and my wife has similar. The overcommitting thing and actually following through on what I say I’m going to do is always in my brain. We’re a relationship, Matt and I. It’s unique and we call each other the spouses too and wives totally are cool with that. For me it’s taking a moment and figuring out what’s important is what should I actually spend my time on and actually doing a great job on those things and then fulfilling what I say I’m going to do. That goes to Matt as well because that’s a stressor and it’ll get in my head or buzz around until I actually do that thing or make amends somehow. Those are the things swirling in our heads pretty often.
I thank you for sharing. That’s not an easy question to answer. I’ve had some people shut down, which can happen. Obviously, all of us have different relationships but my feeling is of the spirit of you guys, this will be one that will give our audience a real deep look inside the human being of you guys beyond even what we’ve covered to this point. If you guys were going to turn to your wives and say, “Thank you, honey, for showing up this way and how you support me to be the champion I am,” what would you say to your wife and what would you thank her for in the way she’s shown up to support you?
It’s easy for me. I would thank her for being so strong and supportive. Literally, from day one when we had no money, she supported us completely. I moved in with her and all the way that she doesn’t have her business, she sold that, I’m supporting. The tables have flipped but that’s not how we look at it. It happens to be where we’re at. We were navigating some pretty interesting situations. It was stressing me out a little bit but she sees this and I thank her for noticing these things that I might not be communicating. She’s like, “Something’s a little off. Go outside and go take a breath. Do some breathing and let it go. Take five minutes and clear your head, get back at it.” It’s constant reminders.
I had a very similar scenario in the beginning, where my wife was supporting me while I was starting the business. She actually had a day job when I left my job to focus on this. She eventually quit and she’s been a stay-at-home mom ever since. I would thank her for allowing me to work on this. We have our domains in the household. I’m the finances. I make sure the money’s coming in, the money’s going out at the right times and taking care of the business side of things while during the day she’s taking care of keeping track of when the kids have events they need to go to and what time they have to be at school? Getting them to school on time and making their lunches. All that stuff is something that it doesn’t have to clutter my mind on a daily basis and I can stay focused on the business. I would thank her for allowing me to focus and giving me that space to focus on this, while she has that space to focus.
Thank you, guys. What are one to three action steps that you hope our audience take as a result of our time together?
It starts with content, give value. Start by educating, even if you’re learning. Educate with your thoughts and what you’re consuming, what you take of that. Don’t try to be someone you’re not but say, “I learned this, this is what I think about this.” Put yourself out there. Always lead with value. If that’s a podcast, I think it’s a good medium but YouTube is also a great medium that you can go put yourself out there. Obviously blogging, anything you can do that flows.
The whole process that we mapped out for traffic, it all starts with creating content that solves a need for people. If you make sure you’re putting a focus on solving people’s needs through content, without thinking of anything in return, even before you have a product to sell, you can start putting out educational content that will seed what you’re going to sell. I would say the content thing is number one. Number two, focus on building an audience that’s yours, whether it be through an email list, through social media, through retargeting pixels, through chat bot lists. There are so many different ways to have an audience that you can go back to over and over again. For us, it’s email lists and ad pixels are the audiences that we focus on. Focus on having some mechanism to get in front of people multiple times after they visited you once.
Get to know yourself, figure out who you are first and let yourself off the hook for the things that you’re trying to be that you’re hitting a wall. Why are you trying to be perfectly organized? I’m not that person.
We’ve done a lot of stuff, the Kolbe assessment, the DiSC assessment and the Myers Briggs assessments. We’ve done all of these little assessments to understand a little bit better about how we’re wired. Once we’ve had that understanding of how I’m wired, I have an understanding of how he’s wired because he’s obviously shared all those results and vice versa, we know how to communicate with each other better. All of our team members have done the Kolbe and the DiSC, we have a very good understanding of how they’re wired to communicate with them as well. Having that deep understanding of this is the way my brain is wired, this is the way I like to work. This is the way I like people to talk to me. This is how I tend to talk to other people. Having the self-awareness and awareness of team members around you have been a massive impact on our business.
What’s something I should have asked you that I didn’t?
What’s something creative, what’s an outlet outside that’s maybe a little different, that’s not work? I would answer that by playing music. I acquired these different little instruments. I like to tinker with stuff that’s in my nature too, fidget move and some guitars. Matt is the same way. He plays guitars. I would say, we always need that little release. It’s almost like meditation in a way.
If you were to ask me the same question, it’s music, photography and standup comedy. I don’t do standup comedy but I am obsessed with standup comedy. I like going to comedy shows, I watch comedy shows on YouTube. I actually literally read books about standup comedy. I listen to a podcast about standup comedy. This is weird but I think standup comics are probably some of the most intelligent people on Earth. They have to take heavy topics and make people feel like this is light-hearted and fun. The ability to do that requires extreme intelligence and so I have this weird thing where I study comics.
Do you guys know Kevin Rogers and Dean Edelson?
We don’t know Dean, we do know Kevin. Kevin has been on the show a couple of times.
We’ll get you guys connected. You guys will love Dean. He’s from the same school and he worked in LA writing scripts and also as a comedian. He is very similar to Kevin and a lot of ways. You guys will appreciate that. I encourage you to go get the resources they’re making available to you. Take action. If you want to have an ability to build a multimillion-dollar business on a three-day a week model and a framework, leveraging traffic, to give people a feeling that you’re everywhere, to give feeling of one-two punch where you can maximize your ROI. If you’re in a place where you want to get yourself out there and not be known as a sales person but rather as a content expert, these guys have the goods. Go check out what they’re up to. If you never want to miss an episode, you can do that at GrowthToFreedom.com/subscribe. We’ll see you next time.
Resources mentioned in this episode:
- Evergreen Profits
- Hustle & Flowchart
- New Media Summit
- Great Assistant
- Traffic & Conversion Summit
- The Evergreen Traffic Playbook
About Joe Fier and Matt Wolfe
Joe Fier & Matt Wolfe are the co-founders of Evergreen Profits and hosts of the podcast called Hustle & Flowchart. They absolutely LOVE showing people how simple it really is to get seen online in competitive industries. They’re avid marketers for over 12 years and podcasters at heart.