Hey You,

internet marekting experts-blogging marketing

Hold peoples attention using what you learn from this blogging beast


It’s Lewis a.k.a Nerd #2 a.k.a. L.L. Cool Nerd.

Today I’m sharing notes with you that I’ve taken on The Third Tribe course which revolves around the premise of blogging marketing and how to go from zero to having a blog that’s putting money in your bank account and learning how to do so directly from internet marketing experts who’ve done it like Darren Rowse, Johnny B. Truant, Leo Babauta, Chris Brogan and Brian Clark of Copyblogger fame.

The notes that follow are from the interview Sonia Simone did with Brian Clark titled . . . “How To Build A Business Around A Blog”.

Let the show begin . . .

How Does Copyblogger Make Money?

As of this recording, none of their money came from 3rd party advertising.

They only do a little affiliate marketing.

So the bare bones answer to this question is . . . they create and sell products and services.

For the first year and half of Copyblogger’s existence, nothing was sold. Not because Brian didn’t want to. He was just being a pussy worrying about what others in the blogging community would say about his site “selling out?” and going commercial.

He wouldn’t behave as a pussy like this again if he had to start over.

The one thing he nailed though is he showed up to the party with a ton of value and allowed people to build trust in his opinion and connect with him in his comments section and probably through email too.

6 businesses have since been spermed purely from him partnering with other experts who had knowledge he didn’t and joining forces to create a product or service. For the most part the other guys created and Brian did the most important part which is marketing it in a way that caused people to be aroused by the idea of putting their hands all over it.

Now if you’re looking at what he’s done in 3 years and feeling a little overwhelmed, that’s perfectly natural. One thing you should remember though is that he hasn’t done anything you can’t and are already doing if you have a blog that’s teaching people how to do stuff. The next step is to turn your desire to create content into revenue you can rub all over your naked body.

Why did you choose the business models you did? Where did you turn to for advice on how to put all of this stuff together so you could start making some real money?

Looking at Agora publishing model was huge.

Their whole model revolves around email marketing. Imagine this diagram in your mind . . . the email list sits in the middle of their marketing universe. Now surrounding the list are all of the satellite sites which basically serve as landing pages – pages where traffic is driven to from the email list. In this model, they blend daily content with offers to one or more of those landing pages depending on what they were promoting at the time.

The one thing Agora was spacing out on by relying solely on email was the SEO factor and the traffic ie email addresses that you could pour onto yourself if you people were seeing you in search results. Maybe they were being camel toes because like Brian, commercial blogging hadn’t been accepted yet.

At this time, technology wasn’t sharp enough to tell the good guys from the bad and so delivery rates on email were getting worse and worse so this with seeing how much benefit there was to letting SEO work for you, led to him starting a blog with RSS.

And of course he still collected emails on Copyblogger because you get paid from subscribers – not hits, page views, or any other stat that people like to masturbate their frontal lobes with that doesn’t lead to money in the Agora model.

The other methodology that played a huge role in his success was Jeff Walker’s Product Launch Formula in which Brian didn’t learn anything new because he knew everything in it already because PLF is a disguised copywriting course. It’s all about getting the words, however you put them in front of your audience, written, audio, video, right. But it’s not sold that way which is VERY smart because only copywriters are interested in copywriting courses.

The one thing that did awaken Brian was the concept of turning the selling of your product into an event that your audience anticipates occurring. And what Product Launches let you do because they’re sequential, pieced out salesletters, is they let you hear your audiences objections your audience has about trying to accomplish the outcome you’re “Teaching” in your launch videos.

The “Who” you’re writing to/targeting and the “Offer” are the two most important factors in the success. A product launch allows your “Who” to tell you exactly what challenges they want solved which allows you to make sure that when you finally present the product/service, it’s evaporating all the objections thus making the buying decision simpler to justify.

Instead of delivering a 30 page salesletter that reads top to bottom that you hope covers all the objections your perfect prospect might have, you flip it sideways and turn into a 30 day long sales letter that a person can digest over 30 days in the form of blog posts in Brian’s case and email as in Jeff’s case or any other media you’d choose to use.

So instead of one big log you hope your prospect sits and reads from start to finish, you can warm people up to your solution at the pace of a simmer instead of hoping you catch enough people in heat to make a good amount of money on.

And when you simmer someone to “ready to buy” they get to warm up to you and the idea that they want to get rid of this challenge they’re having because they see you as being friendly because for 29 days you’ve been giving them awesome free content that’s already helping them get closer but not all the way to what they want.

Marketing is nothing but the never ending conversation you have with your audience as to why they should give you money over anyone else. And a product launch allows you to do this under the radar in fields not exposed to internet marketing. And if you are marketing to people who’ve seen all the launches, it still works because you’re allowing people to warm up to the idea of buying and sell themselves instead of ramming something up their butt and depending on the urgency button to get them to take action.

A product launch shows up to party with cases of beer and liquor in hand which is to say it brings massive value first. It earns the permission to pitch. And when you bring the goods (ie. shit tons of quality free content), you earn credibility, trust, and authority and what comes out of your mouth when you present is taken seriously.

A great piece of free content you can give away in these launches are case studies which are nothing but stories about how someone used what you’re going to teach your prospect in your product and got themselves great results.

Salesletters try to accomplish this but testimonial blurbs are not the same as detailed, interview style case studies that show you the full story. One of Jeff’s was titled, “From Foodstamps to Millions” or something like that. I know the food stamps part was in it but can’t remember the last part. The spirit of it is there though.

Only seeking desperate buyers who are in heat this instant is what leads to low conversions. For the most part selling is all about educating and cultivating trust in your capabilities and credibility. The more thorough you are in process, the easier it is for your prospect to say “yes” to you.

How Do You Know What To Offer Your Market?

You’re never gonna know 100% what your market wants.

But this doesn’t mean that you wing it and go off of your assumptions or just copy what someone else is doing because there’s better ways to figure out what a large percentage of your perfect prospects want.

It took Brian a year and a half to figure out what his audience wanted. He’s cool with that feeling that if he’d rushed it and pre-maturely ejaculated the wrong product, he would’ve left his readers disappointed and failed miserably.

No one is ever gonna be right 100% of the time. One of the keys is to be flexible. You pay attention to what works and learn from that as well as what doesn’t work which can often lead to bigger and better lessons.

Einstein nailed this when he said, “I’m not smarter than the other people in my field. I just work on the problem longer than they do.” That’s the key to evolving and staying relevant to your fans.

One of the keys that will help you with this is if you are the customer and are a part of the market you’re serving and you don’t think you’re above your customers.

What is taught about running a successful business by professors knowing how to read spread sheets and most of the other shit they teach ends up being stuff you can outsource.

What you never want to outsource is your personal feel for what your market wants, that you acquire through observation, and take action on after a lot of conscious thinking on how to best support and get your customers moving towards and getting what they want.

Why You Want To Fail

People who fail are some of the most successful people on the planet. People who are pussies and never do anything because they’re afraid to fail are the bums and “Joe Averages” of the planet.

What gets revealed to you in failure is the answer for how NOT to do something which puts you one step closer to discovering what TO do in order to succeed.

Why You Want To Be A Social Media Peeping Tom

It’s easy to get swept away in having conversations online. It’s harder to keep your mouth shut and watch conversations your audience is having, unfolding and unpacking all the emotional feelings they have about a topic because they’re swept up in wanting to be right or wanting to be approved of. Can also be both.

When you ask someone a direct question, especially if you lead the witness, you can have people go into a mode of telling you what they think you want to hear. But out in the wild, doing Twitter and Google searches and lurking in forums, can show you the real animals behaviors and preferences.

Brian is a huge fan of peeping. He’d rather spend time lurking than blabbing. In this instance lurking pays the bills and chatting is a time suck.

It reminds me of quote that stuck in my mind years of ago about the power of keeping your mouth shut and listening, “I never said anything I didn’t already know.”

Book Yourself Solid With Paying Gigs By Listening

Jon Morrow used the Copyblogger platform/fan base to set up a shit-ton of free 20 minute consulting calls.

Once all the slots were filled people still wanted to consult with him which led to paid consulting. Also, after he got paid in intelligence by listening to his prospects’ issues on their free 20 minute calls, and anyone who was serious needed and wanted more time with him and this led to even more paid consultations.

For what he wanted to know, he could hope he could get by paying a marketing research firm to try to find the information he needed. But that’s not the same as you, their friend, their guru, getting on the line with them and asking the right questions that allow a person to truth tell with you vs. say what they think you want them to.

And what’s cool is that you’ll start to see a trend occurring. People aren’t random. They majority whom you want to sell too, are gonna be asking the same sets of questions and bringing up the same set of challenges. This is why you don’t have to do 40 of these calls. You can do 20 and probably have all the intelligence you need.

One thing you won’t be able to do in a survey that you can do on the phone or one-on-one is ask the question “Why” after they’ve given you an answer and ask it again after that answer, and again after that answer and go deeper and deeper and deeper into why they feel a certain way about something.

3-4 why’s down is where you usually get to the real answer.

What you find in these calls about what people want help with and really need will probably be far from what you assumed they wanted or needed help with.

If you want to develop a winning product, you’ll start first with harvesting this “ears on the street” knowledge so that you can give yourself house odds.

How Soon Is Too Soon To Start Offering Stuff For Sale?

One thing Brian says is that if you’re in any market besides the teaching marketing one, it’s dangerous to start right off the bat with something to sell unless it’s your own services because you an customize those.

The helps you avoid investing a ton of time and money into developing a product that no one wants . . . if you’re not completely in tune with what the majority of your perfect prospects want.

This is why it’s best to start out by laying content out and see which animals poke their head out of the jungle that is the internet and comes and laps it up.

If you choose to sell someone else’s stuff through a JV or affiliate marketing, you only choose a product that you know other people like your audience have voted for with their wallets and loved.

Try it out and see what happens when you adhere to one of the best ways to affiliate market:

Tutorial Marketing – You offer a bonus that demonstrates a way to get more from the product that is isn’t covered in the course. Or you make clear some an aspect of the course that was confusing because it was incomplete or got rushed through.

What Do You Do To Build An Audience?

This is not the same question as, “How to get traffic?” which is usually what’s implied when people ask this question of Brian.

Traffic is people who show up. Audience is people who consistently show up because they love what you do.

The hardest part is building up momentum. Once you’re rolling it becomes easy. Actually it almost becomes unfair. Everything compounds.

It took a year for Copyblogger to get 6,000 subscribers. 4 years later he had 100,000. 1 month later – 106,000. These numbers should encourage you. It’s something you’ll see in common with all successful blogs that keep the momentum rolling forward.

Here’s The Five A’s Approach To Building An Audience . . .

1. Attention

2. Authenticity

3. Authority

4. Action

5. Acceleration




That’s it for today ya’lls. Make sure you come back for Part 2 if you’re on a mission to build a business around a blog.

Talk soon,

Note Taking Nerd #2