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Foreword Hi there, Jason Better here and congratulations for investing in the most valuable social media course in the networking industry! As you are probably already aware of, social media is pretty hot right now, and we are at the cusp of a massive online revolution, where many business owners will either experience the opportunity of a lifetime or watch their businesses go down alongside the US economy. Simply put, if you have a networking business, leaving out social media as part of your marketing is NOT an option. It's a necessity – regardless of whether you are the CEO of a major corporation, the owner of a small business, or an up and coming network marketing star. The writing's on the wall and the social media revolution is starting to bubble up from under the surface. The rise and success of the Better Networker Community is at the forefront of this new revolution. If you understand social media and how to utilize appropriately, you'll be rewarded as the rest of the millions of entrepreneurs in this industry continue to transition online. But if you approach this new and powerful channel the wrong way, it could literally mean the end of your personal brand and business, so you’ll want to read every page of this course carefully. So together with my good friends, Charles Heflin, and Wendy Blake, we are going to take you on a social media journey at the end of which, you'll become a social media whiz and be leaps and bounds ahead of everyone else. So buckle up and let's go! Copyright © 2009 BetterNetworker.com 1 Choosing the Right Social Network to Promote Yourself and Your Products The two biggest challenges you will face in trying to market your products and opportunity, via social communities are the following: 1) Choosing a Social Community to Focus Your Efforts On 2) Gaining Any Traction or Visibility Back in 2006 when MySpace and YouTube were breaking into the scene among recreational internet users, there were very few entrepreneurs who had realized that these social networks could be viable places to market a business. Believe it or not, there was a time when MySpace was NOT flooded with spam and fake messages from bikini clad women trying to lure you into their web cam membership site. MySpace at one point was actually used to socialize and meet new friends. Strange, I know! It was around this time that a few friends of mine started experimenting with MySpace to market and promote their particular business opportunity. Their experiment succeeded beyond their wildest dreams and brought them financial freedom. They literally had MySpace to themselves, using fundamental direct response principles and ‘friend getting software’ to build up their friends list to thousands upon thousands of people. Before you knew it, people were requesting information on how they did it, so they offered training on how to use MySpace to market a network marketing business. Pretty soon, they weren’t the only ones. The copycats ran amok. Guru after guru started popping up, promising you the latest tactic, trick, technique or software to ‘explode your business’ through MySpace. Soon after that, MySpace became flooded with network marketers using automated software to do friend requests, commenting and private messaging. I should know, I was one of them. Copyright © 2009 BetterNetworker.com 2 I got caught up in the hype and all the tools and tricks for marketing on MySpace, yet I couldn’t seem to get it to work. Then other social networks like Facebook, YouTube, Squidoo, Twitter, Del.icio.us, Digg.com, etc. started popping up and becoming the next big thing in the internet marketing craze and wanna-be entrepreneurs started shifting from community to community, creating profiles, doing friend requests, spamming those friends and getting nowhere fast. Internet marketing gurus, realizing the frustrations of these entrepreneurs, started offering training on how to use social media to market. Some of these programs were legitimate, while others were simply offering mediocre teaching and just making a quick buck from the craze. Again, I got caught up in that too. Not much success. The Turning Point Which Turned My Social Media Efforts, Into Profits Then one day, I was on a free training call with Dennis Karganilla, and he discussed some of the fundamental principles which had made their marketing on MySpace and YouTube so effective. I remember him covering the concepts behind ‘My Story Marketing’, which simply put, was about using proven copywriting formulas and storytelling on your MySpace profile. He talked about structuring the content on your MySpace profile like a sales letter, but with a more personal touch. He stressed the importance of telling your story with as much passion and honesty as possible. He emphasized that there is only one of you, therefore it is the best way to eliminate competition. He taught that you should be honest about your struggles, pains and triumphs. Up until that point, I had heard of people having massive success with their programs, but I didn’t really understand why until hearing him describe how he went about creating a profile. At that point, I realized that all the tricks, tactics and techniques didn’t matter if I wasn’t able to make a personal connection with other folks on MySpace. With thousands literally screaming at the people on my friend’s list, to check out the ‘hottest ground floor’ opportunity, I realized that the only way someone is going to listen to me is if they trusted me and felt like they knew me. Copyright © 2009 BetterNetworker.com 3 The fact of the matter is that when all was set and done, MySpace and any other community was about relationships and connecting with people on a personal level. It’s the one thing, which is going to bring down the defenses of your prospect and get them to listen to you. From that point on, I focused on being as genuine as possible and contributing the most value I possibly could in any video, article or post I made in the social media world. After that eye opening call my results and traffic began to improve over time. People were actually messaging me asking for help and mentorship, (REAL PEOPLE, not automated software blasts), but I still wasn’t satisfied. I needed to get results a little quicker. I eventually went on to become proficient at using Squidoo, Digg.com and YouTube to post my content online and get some awesome rankings on Google for the content I had uploaded to those networks. Services like Traffic Geyser and TubeMogul.com really amplified our results and traffic with video marketing. Things were really starting to come together, yet I wasn’t much closer to making the money I wanted to make and kick the J-O-B to the curb. I continued pushing forward, using all the traffic methods I could learn (Social Media, SEO & among others) to generate traffic to my site, build my list, adding incredible value to them and get some customers. Despite my progress, I felt like the social media world was too broad and generic. I am a network marketer and as great as “100 Million people on MySpace” sounds, the fact is that most of the people on MySpace or any other social network were not interested in what I had. They just wanted to send each other pictures of last weekend’s fraternity party, gossip and stay connected to their friends. And most of the people on MySpace (or anywhere else) who were interested in network marketing, were already promoting their own business and going at it all wrong. I can’t tell you how much time I wasted on people who really never qualified to be in business for themselves. The main benefit with networks like YouTube and Squidoo, was that you could get your videos ranked pretty high on the search engines if you knew what you were doing. But Copyright © 2009 BetterNetworker.com 4 I’ll be honest, tapping into the traffic WITHIN these communities was a whole other puzzle, I had yet to figure out. The #1 Social Community for Home Business Owners is Born… Then in mid-2007, Mike Dillard had announced that he was going to be selling the DVDs to his ‘MLM System Formula’ event he held earlier that year. I immediately jumped on the offer, took out the ol’ trusted VISA and the course was delivered to my door. It was there where I got to look deep within the mind of a millionaire, and genius marketer, which was a turning point in my network marketing career. But aside from the depth of his teaching, he made a few announcements about a project he and his team were working on. He told us that he was planning on launching a social community for network marketers under the Magnetic Sponsoring name. Hmmm… At first, I didn’t think too much of it. I kind of had my doubts as to whether the project would be worthwhile. There were already SOOOO many social networks (as I had opened accounts in every single one of them) and at first I didn’t see the value. In October of 2007, the Magnetic Sponsoring Community launched and I simply observed what was going on. People were kind of like fish out of water, not really knowing what to do with this “new toy”. Of course the ‘MySpace-style’ spamming commenced and I became very irritated. Especially considering that there were some awesome leaders in this community I wanted to connect with, but if the spammers keep doing their thing, I was afraid they were going to drive them away. So I decided to make a statement. I went back to all the incredible things I had learned over the past year on internet marketing, found the most amazing piece of content I could come up with, created a camtasia video presentation on the topic, wrote an article to accompany the content and posted the material on the forum. It was literally like dropping a massive bomb! The spammers on the site were stunned and frozen. People couldn’t figure it out. Copyright © 2009 BetterNetworker.com 5 I had just posted an amazing piece of content, I didn’t promote a single thing, nor did I have anything to sell. It was clear that the forum post I had made served one purpose and one purpose only – to add value and contribute to people’s lives. The level of content and teaching posted ended up attracting top tier leaders into a discussion, including 6 & 7 figure income earners in the industry. I ended up becoming good friends with these guys and we started exchanging ideas and knowledge. By NOT promoting my opportunity, I attracted more traffic and attention from the top leaders on the site, than the spammers had been able to do COMBINED. The social proof these leaders offered by commenting on my content and praising it, attracted other people in the community. The traffic and exposure I was getting within the community started growing exponentially; my list started growing by as much as 30- 50 leads in a single day! I soon realized that I had done something amazing, but I wasn’t sure what it was. How I Created this Social Media Perfect Storm All I had done was led with value and tried to do what I thought would really help a few people and set myself apart from the spammers and posers. Later on I was able to clearly identify what I had done and why it had worked so well. There were some fundamental principles in play, which had created the ‘perfect storm’. Here’s what they were: 1) I spoke to a targeted audience 2) I spoke about something my audience cared for 3) I actively distributed the content and engaged people 4) I built ‘mindshare’ with other leaders I’m going to be diving into this list in detail in the upcoming chapters, but the one thing listed above which was key to my success was item #1. You see when I was on MySpace and these other generic networks, it was very hard to get your message out to people who would actually care to hear it. On the Magnetic Sponsoring Community, almost everyone in this community was a home business entrepreneur and hungry for instruction, on everything from lead generation to search engine marketing. The light bulb had gone off and I had finally realized the genius behind the creation of the Community… Copyright © 2009 BetterNetworker.com 6 MagneticSponsoring.com, now known as BetterNetworker.com is a NICHE community, which means that the audience I was speaking to had common interest, common struggles and were all attempting to accomplish very similar things. Recently, my friend and Social Media corporate consultant, Charles Heflin made a Twitter post and he said, “We are finding that the most powerful social networks are in niche focused forums.” Now I’m not saying that the big networks like Facebook, or YouTube aren’t worth your time. I know a ton of folks who have had massive success with these mediums and I highly recommend their instruction. But understand the genius behind a community like Better Networker is that everyone on that site has identified themselves as a home business entrepreneur, so the sorting that you would have to do on Facebook or MySpace has already been done. Mark my words -- the next upcoming boom in the social media world will be niche focused social communities, which means even more great news for network marketers and home business owners. Why You Are Now On The Ground Floor of a REAL Networking Opportunity… Over the next year, you will see niche social networks popping up for all kinds of different interest. It’s actually starting to happen now… If you head over to: http://teamsugar.com/ You’ll notice this is a social community for women. Now if you scroll all the way down to the bottom of the homepage, you’ll see links to communities with more focused discussions on anything related to women, for fashion, pets, beauty, etc. 7 Copyright © 2009 BetterNetworker.com Your opportunity in this boom lies with being able to, not only promote your business opportunity via a social network like Better Networker, but also promote your products! You gotta think of your business like two businesses: 1) a retail business and 2) a franchising business. The franchising (sponsoring) aspect of it is well on its way, by establishing yourself as a leader on Better Networker. For the retail side of things, your job will be to seek out communities and forums where the discussions going on there are congruent with the products you offer. Then you need to become an active participant in these communities and add REAL value to those folks and establish yourself as an authority. This course is designed to teach you universal strategies necessary to promote ANY product or business, regardless of what social media platform you choose. So if you’re ready to get started… Here… We… GO! Copyright © 2009 BetterNetworker.com 8 Avoid Wasting Your Time & Money: Understand These Fundamentals Before Your Try Anything Else One of the problems I ran into with all the hype about social media marketing, was that I got too caught up in the tactics and techniques “gurus” were teaching. A lot of it was focused around getting tools and software to “automate” your social media marketing. (I later learned that “automating social media” was a bit of an oxymoron and I was a moron for thinking you could.) I think many of us are familiar with “Friend Blaster PRO”, which is automatic ‘friend getting’ software for MySpace. The software would literally harvest other people’s friends list, then with the press of a button would take over your computer screen and start doing friend request for you. You actually got to see it go through people’s profiles and do the requests for you. It was kind of scary because I was handing control of my computer over to a program. Well, eventually MySpace caught on and implemented CAPTCHA fields as part of any friend requests or messaging, which made it really hard to automate. Well, then a new version of Friend Blaster came out and it would recognize the captcha fields and periodically ask you to type in the captcha phrase on the screen. Now Friend Blaster was a ‘semi-automatic’ blaster. ;) But it didn’t take MySpace too long to detect when someone was using Friend Blaster or any similar software and started deleting profiles without warning. Literally, people had accounts with 10,000+ friends deleted – POOF! Disappeared for good… The concerning part about all this was that people kept jumping from trick to trick, and listened to the gurus who promoted this crap. 9 Copyright © 2009 BetterNetworker.com It didn’t take me long to figure out that this was not how you build a long term business. Your business should not be held hostage by any piece of software. Having a long term, sustainable business lies in the relationships you’ve built with your customers and prospects. Social media is no exception. This was nowhere more obvious, than when I started seeing the awesome results come in with the Better Networker Community. I just focused on providing the best content I could, delivered with passion, and truly caring about the success of those that followed me. This was the fundamental shift I had, away from the tricks, tactics and software. But that’s not to say that tactics and strategy aren’t important. They most definitely are. They can be a lot of fun, too! However, the focus of your social media efforts should not be on those tactics or tricks. It should be delivering real value to your reader, and using any tactics you may employ to enhance the readership and exposure that content will get. People will not mind being informed about valuable training and information. What they will mind is you promising something then when they get to your article or video, it ends up being a pitch for your business opportunity. So broken down into steps, here’s what it means to deliver value: 1) Do NOT SPAM This may seem like something obvious, but recently I’ve noticed there are some good people out there whom don’t really understand what spamming is. As a result, they are risking getting banned from the social media sites, because as far as they know, the activities they are taking part in are perfectly legitimate. So I’m going to draw a few distinctions as to what IS and IS NOT SPAM, within the context of social networking and in particular, the rules within Better Networker. 1) Posting an article, video, forum post or podcast giving someone an opportunity to check out your business and describing how wonderful it is, is NOT adding value. It is called SPAM. 2) Delivering ‘copy/paste’ messages via private messaging, comments or guestbooks is NOT adding value. It is called SPAM. Copyright © 2009 BetterNetworker.com 10 3) Offering a free ebook, in your guestbook posts or via private messaging, when no one requested one, is NOT adding value. It is called SPAM. The powerful thing about folks on social media sites is that they are very adverse to any type of unsolicited pitch or advertisement. As Charles Heflin puts it, people on social media sites are usually seeking the three E’s: 1) Entertainment (Example: Baja 1000 2008 Pre-Run by Tim Erway) 2) Enlightenment (Example: Zig Ziglar Says It Best... by Raymond Fong) 3) Education (Example: Answer to a Reader's Question by Mike Dillard) Anything that doesn’t fit into that will be considered SPAM or held in the same regard. And speaking of the three E’s, here’s the next thing you should concern yourself with… 2) Give Without Want, Before You Can Have This is probably the most counterintuitive part of this whole process. This is especially true, if you’ve never been in business for yourself or done marketing. And even if you have, you might still have trouble with this because it’s a little difficult to imagine that anyone would buy from you, if you don’t let them know about what you have to sell. The only problem is that the social media world is not a swapmeet or flea market. It’s a place where people come to socialize and learn from each other. And on Better Networker, if your audience are other entrepreneurs with their own business, they will want to have nothing to do with yours. But what most people on Better Networker and any other niche community are seeking is HELP. They are seeking the knowledge that they need, to become the best person they can be, in the particular area of their lives related to the community they are in. I have a friend who’s girlfriend, (let’s call her Sam), had gotten some plastic surgery a couple of years ago. Before she went ahead with this risky surgery, she had been researching the particular area of the industry for the previous 10 years. She became very involved in an online forum, where women gathered to discuss and exchange information and help each other. Once she had gotten the information she needed and found the doctor she wanted to hire to perform this surgery, she had the procedure done and after the recovery period, was very satisfied with her results. Today, even though her surgery is done and over, Sam continues to be an active participant on this online forum, helping other women in this community make the right decisions when considering this procedure for themselves. Copyright © 2009 BetterNetworker.com 11 My friend showed me the forum his girlfriend was a part of and I was blown away. This hidden community has thousands of active members whom are very emotional, passionate and afraid about having this procedure done. Sam, (who writes under a pen name), is actively sought out by other women seeking advice specifically from her. They make forum post, which seem like desperate cries to speak to Sam. It’s amazing, she’s a “guru” on this forum, because of her past history of providing valuable advice and the success she had with her experience. Now tell me that you wouldn’t love to be the doctor who performed the surgery on Sam. Can you imagine the positive referrals this guy gets through Sam alone? When you give without want, people will begin to follow you and put themselves in front of you and ask the magic questions you hope people ask: “What should I do now?” “What company should I join?” “I don’t mean to bother you, but would you be willing to sponsor me?” “I know you are very busy Mr. X, but I’m looking for someone who is real and genuine. Can I join you?” It’s a great feeling to have people calling and emailing, because they trust you and know you can help them. At that point, it is your job to NEVER take advantage of that trust. If they do inquire about your opportunity, then it means they are open to hearing about it. Yeah I know, seems obvious but there are still folks who don’t get it. This is when it becomes helpful to have a website with an opt-in form, so you can capture the information of those who are seeking more information about what you’ve got to offer. (More on this later.) 3) Build REAL Relationships And speaking of people trusting you, I think by now you’ve figured out that you should establish real relationships with folks in your community. But the type of relationships you will have might be different from what you may be initially shooting for... Obviously, most people when starting out are hoping that anybody and everybody will join their network marketing business. But usually that’s not the case. However, just because someone doesn’t join your business, doesn’t mean you should stop talking to them. Copyright © 2009 BetterNetworker.com 12 Some of the most incredible and rewarding relationships I have with people, have less to do with business and a lot more to do with the friendly exchange of ideas. You are building relationships with people not just to gain their trust and have them take an interest in your business opportunity. You are also building relationships so you can grow as a leader and expand your mind. Charles Heflin refers to this activity as “mindshare”. What this means is that you will find people online who share common values with you and whom are very knowledgeable and talented. You become friends overtime, via the exchange of emails and ideas, and pretty soon you are ‘masterminding’ on a regular basis. These folks will also be the people who will promote your content to their communities, comment on your content posts and provide the social proof which will legitimize you as a leader. When another influential leader goes out of his/her way to endorse what you are doing and teaching, and you build more and more of these types of relationships, it becomes far more powerful than any piece of content or marketing strategy you can put together. Being that you are in a “social” community, when another leader provides you with “social proof”, that is directly in line with the dynamics and purpose of a social community. As Jay Abraham puts it, “Most people are silently begging to be led”. When social proof comes your way, many will identify you as the leader they will want to follow. 4) Be a Leader There are many different levels of leadership, which can occur in and around the social media circles. One of these levels is the type I’ve already addressed, by being someone who attracts prospects to him/her by giving and adding value to others. If someone notices that the knowledge you have to offer is valuable, they WILL want to follow you and consume everything you publish. Another level of leadership, which is rare but VERY powerful in the online world, is someone whom is willing to take a stand. Copyright © 2009 BetterNetworker.com 13 A great example of this is the forum post Jim Yaghi recently made on the Better Networker Forum titled, the ‘10 Things I Hate About Crappy Network Marketers’. This post stirred up quite a bit of controversy and a few folks were genuinely offended. I recommend you check it out to see what I’m talking about. But regardless, when you are able to show your ‘raw side’, be passionate about a topic and become the champion for a cause, it causes heads to turn. Along with being knowledgeable, people who may consider joining you will want to know that you are also a person of integrity as well as someone who is knowledgeable. Your willingness to take a stand, call people out and sometimes even piss a few people off, demonstrates that are not someone that puts up with BS. Even if you repel a few people, the people whom are in tune with your message will be drawn to you that much more. You need to look no further than talk radio pundits to find this repel/attraction theory in action. Psychologically, what makes this strategy so powerful is that you are establishing yourself as the “protector of your flock”. Whether it’s a company or another leader, it’s comforting for people to know that you hold their best interest in mind and will do whatever it takes to make sure that their interest is at the top of your priority list, even if you hurt a few feelings. Bottom line is that even if people are entrepreneurs, our human side still wants a level of security and as a leader you must position yourself as the one who can provide that protection and security. 5) Be Active As I stated earlier in this section, there is no shortcut when it comes to being an active member of a community. The key to being efficient with your social media activities lie with the quality you are putting forth. I see a lot of people trying to post 5-10 articles per day all over the web, starting all kinds of ridiculous forum posts, uploading crappy daily videos with poor lighting from their bedroom, etc. It’s not about how much you do, but about the quality with which you do it. Copyright © 2009 BetterNetworker.com 14 If you are putting forth value, that information will be seen and will get spread around, especially if you’ve taken the time to build relationships with other leaders. They will be eager to share your content if it meets their quality standards. By building meaningful relationships and putting forth quality, those things will compound and you’ll find that it really doesn’t take much time at all. This is especially true when you’ve established yourself within a community. Make what you do count. Don’t take short cuts. Also, you have to judge what activity will be the most beneficial in the environment you are operating in. In a spammy and noisy environment like MySpace, it can be a bit tough to set yourself apart and get any traffic to come your way within the community. But that doesn’t mean there’s no value there. This is the time when you should be looking around and observing other entrepreneurs. The spammers will make themselves known immediately, but keep a look out for the leaders. The people who have good copy on their profiles, are posting valuable info on their MySpace blog, publishing educational videos, etc. Observe them, make a note of them and follow what they do. Next time they post some good content, let your communities (i.e. BetterNetworker, your email list, blog subscribers, etc.) know about it and send them over, (i.e. put up a forum post on Better Networker). Then send them a message and let them know that they are appreciated and you let a few other folks know about their stuff. When you do that, you’ve made an instant friend for life and he/she will likely return the favor. Remember, there are real leaders in every community, but they may be drowned out by all the noise there. But in the right environment, they can thrive. If you introduce them to Better Networker or another relevant community, they will shine and you will benefit from making a new and talented friend, and your community will appreciate you for expanding their knowledge base. So think hard about the activities you are taking part in and make them count. It’s not just about the tactics, but about what tactics and strategy you employ in a particular environment. We’ll be covering some more tactics in a later chapter. Copyright © 2009 BetterNetworker.com 15 How To Create a Soci al Profile to Get Prospects to Trust, Like and Join You Recently, we at Better Networker had a profiles contest where we gave members within the community, an opportunity to ‘pimp out’ their profiles and enter them into the contest. The winners would get their profile featured in front of the 20,000+ members of the Better Networker community. We gave them some basic guidelines to follow, and setup a forum thread for them to submit their profiles. We had an overwhelming response! It took a while to go through all of them. After all profiles where reviewed, we picked 5 winners and featured their profiles in a 20 minute video, which dissected exactly why they won the contest, but we also showed them how they could improve their profiles and make them more ‘magnetic’. You can view the video via this link: http://www.betternetworker.com/videos/view/magnetic-profile-contest-winners Now the key to creating an attractive profile or channel on any social network is about establishing a powerful connection with your prospect or visitor. These contest winners did an awesome job of this, but unfortunately, during the profile contest we didn’t have the luxury of getting too specific about things like the ‘About Me’ part of the profile. So we decided to let people learn from the winners. But now I want to dive into the key components about any social media profile, which will draw people in and get them to read, connect and click over to your website for more information about you. 1) Grab Their Attention Right Away When someone initially lands on your social media profile, know that they are first going to scan your page for anything that stands out and may seem interesting. Copyright © 2009 BetterNetworker.com 16 One of the best things to put up, will be pictures or a slide show of you in various “lifestyle shots”. These pictures could include you at business functions, on vacation, spending quality time with family, pictures of you with famous people, doing sports, etc. You want to visually convey what the life of a successful entrepreneur looks like. What all this also does, is it immediately lets them know that you are a real person. You’re not a computer program that created a bunch of MySpace or YouTube pages, to spam people with porn ads. As a result, you’ve already established some rapport with your visitor. Particularly if they share any interest in the activities you are involved with in your pictures. If the community doesn’t allow you to display a slide show or pictures, then a video would also be an awesome way to connect with people. If you can, have the video start playing automatically as soon as they land on the page. Some services you can use to create videos and slide shows are: Slide.com – for MySpace Animoto.com – create crazy cool video slide shows, add custom music & embed on your website or profile Remember, this is the first time people are meeting you so make it something compelling, while at the same time letting them know that you are a real person. Finally, if you are using a community that allows you to customize your profile to the extreme like MySpace does, don’t do it. Keep things professional, fun, but simple. Copyright © 2009 BetterNetworker.com 17 You don’t’ want to have anything that distracts them away from ultimately reading more about you. 2) Establish credibility After you’ve built that rapport, you are going to want immediately let them know that you are someone they should listen to, but not directly. A great way to do this is by stating that you are “the creator” or “author” of something. For Example, “My name is Jason Better and I’m the creator and author of More Friends, More Money – The Definitive Guide to Social Media Marketing”. Immediately what that is telling people is that you are an authority, by having ownership of something important. It is also a little bit of a “brain-itch” because they are going to want to know what it is you created and read about it. Position yourself as someone who knows what they are talking about. Socially “authors” and “creators” are held at a much higher regard. If you haven’t created anything, you can go out and register a domain. Then you can claim that “I’m the creator and owner of YourDomain.com”. In many instances, what will happen is visitors might totally forget about your profile, and head over to your website URL to figure out what it is you are “the owner” of. Of course it helps to have a capture page setup, offering a special report or email course, so that you can capture leads. What are They Going to Learn & Why You are Here? When starting your ‘About Me’ section, you are going to want to let them know what they will be learning from you and why you decided to create the ‘profile’ or ‘channel’ in the first place. Here’s an example: “If you’re interested in learning how to use Better Networker to find success minded entrepreneurs and grow your business, well I’ve got some awesome news for you. You see recently, I’ve had some amazing success on Better Networker and I want to share some of my strategies with you. But before I do, here’s a little about myself…” This my friends, is called ‘the take away’. You’ve teased them a little about what they can potentially learn from you, but then you take them into establishing a deeper personal connection with you. Copyright © 2009 BetterNetworker.com 18 The reason you do this, is because you want to let the visitor know what is in it for them, if they decide to continue reading. You hook them with that, but then you keep them glued to the page by telling your story. How did you become the entrepreneur you are today? What struggles did you have to overcome? How did your world view change as a result of it? You don’t really need any copywriting skills to do this, (although it will help). The primary thing you are trying to convey in your writing is the REAL you. It’s important that you understand that you are not only trying to connect with prospects who visit your website, you are also trying to connect with people who have similar values, interest, etc. In other words, people who are like you and whom you wouldn’t mind being friends with. Frank Kern in his breakthrough DVD, Core Influence, teaches that if you want to create long term business online, you are going to want to grow that business with people who are like you. Otherwise, you are going to be miserable serving people whom you don’t connect with or like. What being genuine in your story also does for you is that it’s non-threatening. In a place like MySpace or Facebook, you really stick out like a sore thumb when you are the only one not “shouting” for attention. Tell About a Life Altering Event As you tell your story, you are going to want to recount the moment in your life when you decided to become an entrepreneur. This will most likely be something your reader can relate to or even experienced the same thing themselves. In network marketing, many of our stories are very similar: How we got involved in this industry… The common struggles we faced… Your story could be about realizing that college wasn’t for you and that you decided to take your life in a different direction. You can talk about your time in corporate America, how much you hated it and give some real details about your experience. Whatever event you choose to tell them about, make sure it’s real and put yourself in state of mind where you are reliving that moment. Copyright © 2009 BetterNetworker.com 19 The realness of that experience will be transferred to your reader if you do that. Problem-Agitation-Solution Next you are going to want to talk about your struggles, trials and tribulations. After you’ve dived into that pain and frustration, you now want to talk about what you learned, which was the major breakthrough in your business career. In direct response copywriting, there’s a story formula that’s used to write sales letters called Problem-Agitation-Solution. That’s what you’re doing here. You are presenting the problem you had in making that transition into entrepreneurship, and you describe how you felt when as you were going through these struggles. Remember, just like before, revisit those experiences and put yourself in a state of mind that allows you to convey what those moments were like. Then tell people what you discovered, which turned your business around. In many cases, finding this course and discovering the strategies you are learning here was the difference maker. Tell them some of the things you learned. A good copywriter always provides value to their reader and rewards the reader for just reading the letter. After you’ve given them some quick tips, tell them about the results you’ve been able to produce with what you’ve learned. Give them the proof, if you’ve got it. The Solution – Finding a Mentor Now when teaching them a few things, you want to let them know that learning strategies and tactics are one thing, but the real difference maker that allowed you to reach the next level was in finding a mentor. This is key, because the whole reason you want them to click over to your website and become a lead, is because eventually you’d like to become their mentor or coach. So by telling them that successful people find mentors and don’t go at it alone, you are positioning yourself perfectly to be chosen as that mentor. And in a non-sales and hype-free way, let them know that you recently authored a free course or special report and if they’d like to learn more about the marketing strategies you currently use to build your business, and it might be something worthwhile for them to check out. Copyright © 2009 BetterNetworker.com 20 Let them know that, you started much like they did and simply found someone you could trust and started building with their help. Now even though I’ve been giving you a lot of copywriting tips and correlating this to a sales page, it’s really a couple of notches more toned down than a sales letter. Your primary purpose in writing all this is to build rapport and trust. You’re simply telling them what you did and letting them know that the same opportunity is available to them, as well. Call to Actions – Opt-in, Add Friend & Join My Group And after you’ve stated the facts as to what you did, give them a few simple instructions on how they can continue learning from you and stay connected. First you can let them know that they can benefit from some more useful tips and information if they head over to your website, fill out their name and email and opt-in. And since we are operating in the social networking world, tell them to add you as a friend in the particular community you are a part of and let them know of any other communities you are active in so they can check you out. And if your community has any type of ‘subscription’ feature, have them subscribe to receive more information via that community. For example, your MySpace profile has a blog which people can subscribe to. Facebook has fan pages or groups you can start… Copyright © 2009 BetterNetworker.com 21 On YouTube people can subscribe to your videos, as well as be your friend. On YouTube you can also send out a bulletin to your friends & subscribers get notified every time you upload a new video. And on Better Networker we have groups you can start, and when people join the group, you as the leader of the group will be able to send email blasts to everyone, to let them know about any future training or content you post on the community. Copyright © 2009 BetterNetworker.com 22 Every community has different features and ways of staying connected. It’s one of the advantages of operating within a social community. It is expected behavior for someone to add you as a friend and stay connected. Find the feature within your niche community, which will serve this function. Invite the folks who read your profile to become a part of the subscription or group, and incentivize them with future training or information. Finally, you could even invite them to private message you, in case they have any questions. There are many opportunities for you to stay connected with your prospects. Don’t worry if the flood of traffic isn’t coming to your website right away. Invite your prospects to stay connected with you within your community. If you don’t get them to come over to your website, they will in the future if you provide them with valuable content. Copyright © 2009 BetterNetworker.com 23 How To Produce Powerful Content and Bring You Massive Exposure For the most part, most social media marketing hype around internet marketing circles over the past year has been focused on people getting quick results via the search engines. Even though quick search engine results and top 10 rankings on Google are great, by only focusing on search engine results, this really becomes a case of “missing the forest for the trees”. The fact of the matter is that it’s very unlikely that you will get search engine rankings, using tools like Traffic Geyser or Article Submission software, for highly trafficked and competitive keyterms. Most of the results people produce with these tools usually result in mid to low level competition keywords with nominal levels of traffic. Now as part of any comprehensive social media strategy, Traffic Geyser and similar tools are great, but if this is the only part of your social media strategy, you’re missing out on HUGE traffic and opportunity on the “social” side of this industry. And let’s be really honest here… The folks with a huge following within YouTube and other social networks, (i.e. 1,000,000+ views for one video), don’t get those type of results by targeting keywords to siphon some traffic from the search engines. They get it by doing two crucial things: 1) They actively build relationships with other folks in their community 2) Their content is so powerful and/or entertaining, it goes viral Search engine results are just icing on the cake, but it’s NOT the cake. Now the relationship and networking we will be covering in a later chapter on tactics and strategies. What this chapter will be focused on will be teaching you how to produce powerful content which will: a) Brand you as an authority Copyright © 2009 BetterNetworker.com 24 b) Get your content shared with others (go viral) c) Get your content Digg’d, Mixx’d, bookmarked, etc. Now if you are still concerned about search engine results, c) will absolutely knock your socks off. But let’s cover these benefits one at a time and make sure you understand what they are… Branding on Social Communities To many folks, branding may sound like some vague concept having to do with coming up with a catchy name for your website, but that’s not the case at all. For people who understand branding, they know it has more to do with forming relationships with a large number of people online, such that they will know you by name, recognize your face and will seek you out for advice on a consistent basis in a particular area of their life or business. (Think about being Oprah, but on a smaller scale and for a specific niche.) When you’ve helped someone in a way which impacts their life and business, you become their new best friend and they will keep a look out for anything you publish online – whether it’s via email or on a social media network. This also is related to having your content go viral… Going Viral When a powerful piece of content/video is produced, it goes viral when people feel compelled to share it with others, and then those people continue sharing. From one person viewing a video or reading an article, you can potentially get dozens or hundreds of people to continue to pass on the video or content you created. People have a different interpretation of what going viral means. But it is pretty well accepted that if something gets shared beyond the 3 generation, (i.e. Person A shares w/ Person B; Person B shares w/ Person C; Person C shares w/ Person D; etc.), you’ve got something hot. And a good indication that your content has gone viral online, is when you’re content is being shared via the various social bookmarking sites… Getting Digg’d, Mixx’d, Tweet’d and Shared Now if you can consistently get your stuff shared virally via social bookmarking sites, you not only will benefit from having your things shared through these services with Copyright © 2009 BetterNetworker.com 25 other people, it will also build up valuable backlinks to your content giving your site an SEO boost and the bookmarks from Digg.com, Mixx.com, etc. will also start taking over the long tail search results on Google. So what this means is, if you produce valuable content which people look forward to getting, they read it and are eager to share it, you’re going get the SEO benefit as a by- product of it going viral, because people will start sharing it, posting links to your content on forums and bookmark them on Digg.com, Mixx.com and other sites. We’ll be going more into how this new SEO 2.0 concept works as explained by SEO & Social Media expert Charles Heflin in a later chapter, but for now, just know that if you focus on providing value, using good copywriting principles and producing content which makes a real impact in people’s lives, the SEO stuff will happen automatically. Now, how exactly do you go about producing killer content, which will go viral? Here’s how… Observe and Respond There are a number of angles you can approach from when developing content to be published on a social media site. But before you do, one of the most important things you can do as part of your content strategy is simply observing what people in the community are currently producing, how they are behaving and what common frustration or desire most in the community currently have. For example, when the Better Networker Community first launched late last year, thousands upon thousands of networkers hoped on to the community and had absolutely no idea how to use this “new toy”. For a time, it was no holds barred in the community, with novice networks publishing articles, videos and making forum posts pitching their opportunities. Others were promoting their training courses, affiliate products and making really weak attempts at producing educational content. You were able to sense the tension among some of the members who really “got it” and knew that these tactics would never work. Copyright © 2009 BetterNetworker.com 26 Well, a handful of leaders within the community really saw this as an opportunity to stand out by providing real value produced some amazing content pieces. Jim Yaghi saw that a lot of folks were looking for help on how to use social media to market their business so he wrote the wildly popular, “How To Market in MySpace Like a Teenage Girl…” The title of the article was intriguing and the content was interesting, in depth and utilized some very impressive copywriting techniques. He also broke up the content with some fun pictures and graphics, which kept the reader glued to the article. Another extremely popular article, which took advantage of the frustrations and concerns that people in the community had about all the spam and blatant sales pitches which plagued most major social networks was an article by Ferny Ceballos titled “Are You Posting Crap on the Magnetic Sponsoring Community?” My friend likes to refer to this as a excellent example of the copywriting technique, “become a champion for their cause”. Now at the time, I don’t know if Ferny did it intentionally or not, but there is no doubt that this article struck a nerve with many folks. At the time of this writing, it is the highest rated and most viewed article on Better Networker and continues to rise in readership every single day. In this article Ferny “calls out” people who are engaging in certain ‘bad behaviors’ in the community, and really polarizes people who read it. Obviously, if you are one of the folks who was engaging in the questionable activities, you might get defensive or even offended by what Ferny wrote. But if you were one of folks who was frustrated with all the social media spam, this spoke directly to what was on your mind and made you want to go grab a pitch fork and go after a few of the offending parties. Of course, nothing like that happened. The point of these two examples is that both Ferny & Jim spoke to folks in the community about issues they cared about. One was educational in nature and the other was a passionate “rant” on the do’s and don’ts of social media. But both spoke about something the community cared about. Listen to your community and respond accordingly. Copyright © 2009 BetterNetworker.com 27 Connect Personal Experiences with Your Audience Now part of your branding strategy should be to use personal stories and experiences to draw lessons from, which you can then put in the form of an article, video or podcast. The reason you want to use personal stories is because you want to be able to form a personal connection with your audience as well as inform and educate. And this is where network marketers can really shine, because most of us, especially if you’ve been in the industry for any period of time, have plenty of personal experiences related to negative relatives, prospecting gone bad, crappy upline advice, companies getting shutdown, etc. Not only are these experiences things that most people in this industry can relate to, they provide an endless source for lessons learned and ‘mistakes to avoid’ type of content. An important aspect of copywriting is making your prospect paint a picture in their head of what you are talking about. The visualization focuses your readers attention on what you’re talking about and entertains them. Delivering straight content without personality will not do as well as content that entertains and induces this visualization. So dig deep among all the memories you thought would be best left untold and share some of those embarrassing moments and triumphs for the benefit of your readers. If you are seeking examples, sift through the Top 10 All Time articles, which have been published on the Better Networker community. That content is ranked high for a reason. The ‘A-Bomb’ Content Strategy Now this strategy is pretty simple, but does require that you have some serious and valuable knowledge stored in that marketing brain of yours. The goal is simple – blow people out of the water with a juicy piece of information. For those of you who are SEO, Adwords or Social Media geniuses, you’ll have clear advantage here. Survey upon surveys of people in our industry who are familiar with internet marketing have told us that the top 3 topics people are most interested in are SEO, PPC and Social Media/Web 2.0. The good news is this ebook gives you a great foundation for understanding both SEO and Social Media as one strategy. Copyright © 2009 BetterNetworker.com 28 But simply regurgitating things you learn isn’t the way to go, since people will want to see results. Teaching void of any proof will be looked upon with a skeptical eye. More importantly, if someone is to consider joining you, they will want to see proof that you’ve done what you say you can do. What you want to do is implement various strategies and tactics you’ve learned and write a case study (report) of what you did and what results you were able to produce. Many folks learn best through examples. By providing a case study, you are teaching through example, producing results for yourself and providing the hard proof your prospect needs to feel comfortable joining you. Gather and Share Interesting Information Another awesome content producing strategy which is by far the least time intensive, yet still produces some awesome results, is to gather great content from other leaders you follow, share it with your community via a video, article or forum post and providing your perspective on the subject. Here you are leveraging quality content others produce, giving them credit for the content they produced, but you’re the one engaging your community in a discussion about the content in question. By demonstrating to your community that you understand the subject matter and can comment on it, authority is also given to you in the eyes of the people who come across your content. What you also become is a resource for finding quality content for people. So along with people looking forward to your content, they will also look forward to seeing what other valuable pieces of information you find to share as well. The other benefit associated with this content strategy is it puts you in good graces with other leaders in the social media world. Trust me, people who know what they are doing in the Social Media circles very much appreciate being rewarded with more exposure and traffic to their websites or social media channels (profiles). It’s the ultimate compliment and often times this type of activi
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