Video Transcript:
Jason Drohn:
Hello and welcome to today's Sales System Experts, episode number 10, where we talk about...
Aaron Parkinson:
Oh, that's a major milestone.
Jason Drohn:
I know, right? 10 weeks. Have you ever done anything for 10 weeks in a row?
Aaron Parkinson:
I will say this, I used to host a 15-minute personal development call every Monday through Friday and I did it for four years straight.
Jason Drohn:
No.
Aaron Parkinson:
Yep.
Jason Drohn:
That is out of control.
Aaron Parkinson:
Yeah, man. We had a loyal following where we talk about business and life and fitness and living life to its max. But I will say this, of the number of people that have committed to making content, I wonder what the percentage of people that do 10 weeks consistently in a row are. I would say it's less than 2%.
Jason Drohn:
Yeah, it's got to be. Yeah.
Aaron Parkinson:
People just get disrupted or they just realize it's harder than they thought or whatever.
Jason Drohn:
Oh yeah. It's balls. I mean, it sucks. With you, it's not bad. But I just did episode 70 of GSD Daily earlier.
Aaron Parkinson:
That's insane.
Jason Drohn:
And every Monday through Friday and there are days where I'm like, "I don't know what the fuck I'm going to talk about. I have no idea." And then it's like, okay, what blog posts do I need to rehash or what question did somebody ask me yesterday that maybe could be interesting Facebook videos.
Aaron Parkinson:
Well, and that kind of is the context of the show today is talking about video and the power of Facebook videos to your business and maybe the best way to set the tone. I think it was you who was talking about this the other day is, I think it was Russell Brunson said something along the lines of, if you do a hundred pieces of content in a year or something, maybe you can...
Jason Drohn:
A hundred days. I think it's a hundred days. A hundred days of creating, I was in his book, Expert Secrets, but I didn't read it, another client was telling me about it. But I think it's, if you do a hundred days in a row of creating content, then you cement yourself as the expert in your prospect's mind.
Aaron Parkinson:
I think you could layer that with one more caveat which is, if you do the content and then you put it out into the world, so there's content creation and then there's content magnification.
Jason Drohn:
Yep.
Aaron Parkinson:
And for the most part, what you've done over the last a hundred days is content creation and search engine optimization. That's been where you've chosen to do your magnification. But when people ask me, basically the question is like, how do I become the authority in my space? I tell them that it's really easy to do, shockingly easy. And I don't know if that's a judgment of us as a human race or what... If you look back to where it all started, it's the invention of the television, right?
Jason Drohn:
Yep.
Aaron Parkinson:
Mentioned television came around before that's radio, but let's just say, mentioned television came around, we could see people. And as humans, we learn better when we can hear, when we can see and if we even add the extra layer in writing at the same time, then it's like the perfect combination, right? If it's like Tony Robbins or anybody else, they talk about that. And so when the TV was invented, it was like a new world. And if you were on television, you were successful. They were inextricably tied together. And so we have been conditioned now for 70 years that we should respect and trust and hold on a pedestal, anybody we see on a screen. We've been conditioned to it. It's built into us at this point.
Jason Drohn:
My five year old loves YouTube. The stupid shit he watches on YouTube, he loves those guys. I mean, he's gravitated to anything that any of these guys are playing with. Like the transform, he's forever coming, "Daddy, this transformer." And it's like, "Okay." This transformer was out of production six years ago and made only in China and is only available, used on eBay. Do you know what I mean?
Aaron Parkinson:
Well, and that's the new television, right?
Jason Drohn:
Yeah.
Aaron Parkinson:
My son's constantly saying, the other day he's like, Jacksepticeye, right? Jacksepticeye is getting a free plug today on the show. He's a YouTuber and he just released this new coffee and he's like, "Dad, everyone says this new coffee is the greatest coffee ever. We've got to get this new coffee." And I'm like, "Why? What makes a difference?" Jacksepticeye, it's his, right? There YouTube and the celebrities on YouTube are now the stars of our kids' minds, teenagers, even some 20s and 30s where the television stars back in the day were ours. Watching David Hasselhoff and KITT was like, right?
Jason Drohn:
Yeah.
Aaron Parkinson:
He's a superstar, right? Or even The Rock, right? That's where he got his start was on wrestling. He was the biggest star at wrestling. That's where he made his plan, then the movies and like... But it's still all screen-based, right? So when we talk about the power of Facebook videos, whether it's podcasts like this, whether it's Facebook lives, whether it's IG, whether it's YouTube, you look at, what's the kid's name that launched the big makeup company this year? Shoot, his name's escaping me. He made makeup tutorial Facebook videos for four years and then he launched his makeup line in September. And he sold so much that he broke the Shopify platform for three days. He did 60 million dollars in sales in the first 48 hours, which is just madness, right? Because he had built up this following from putting out his content.
And when you combine putting out content with putting a little bit of money behind it, right? The magnification side, you magnify it on Facebook, Instagram, YouTube, all these channels, not only do you get bigger reach, but you can do it so cost-effectively. And that was a bit about what we want to talk about today is the power of Facebook videos in building your brand or direct response advertising or whatever. I think first things first, it's the impact that it has on people because we're conditioned to the screen. Secondly, what makes the Facebook videos so effective from an advertising standpoint in specifically the social media channels is that you can get a person to watch on average 10 seconds of a video that you make for about a penny.
Jason Drohn:
Yeah. Totally.
Aaron Parkinson:
It's emerging a penny in two pennies, right? And to put that into some type of comparison, if you ask people to listen to you on the corner of a road, you stood there all day and said, "Listen, I want to tell you something for 10 seconds. I'll give you two cents to listen to me."
Jason Drohn:
Yeah.
Aaron Parkinson:
They'll be like, "Get the fuck out of here." Right?
Jason Drohn:
Yeah. Yeah.
Aaron Parkinson:
I don't know what it would cost to stop. I will give you five bucks to listen to me for 10 seconds. That would probably be the threshold where I'd be like, "Okay, look, give me five bucks. What are you going to say?"
Jason Drohn:
Right. Yeah.
Aaron Parkinson:
Two cents? No chance. So for 2 cents in Facebook videos watch, you can get in front of not just people, but you could choose the people that you want to get in front of. So in your particular case, you do DFY Facebook videos.
Jason Drohn:
Yep.
Aaron Parkinson:
You do them every day, right? To put a hundred dollar a day budget behind it, I mean, what's the math on a hundred dollars divided by two cents?
Jason Drohn:
10,000 people, right?
Aaron Parkinson:
Yeah. It's ridiculous.
Jason Drohn:
Yes.
Aaron Parkinson:
And you can specifically target small businesses, business owners, people who are interested in internet marketing, you can zone right in on that audience.
Jason Drohn:
Yep.
Aaron Parkinson:
And then the next level after that is the social platforms, collect data on who watched your Facebook videos. So you can then take the people who watched your first video and only show your next Facebook videos to the people who watched your first video. So now you're not doing this shotgun approach wasting money, you're only focusing on the people who have shown interest in what you're doing. And when you compare that to something like television, you are a hundred G into a television commercial easy for production, then the ad spends probably another 100 minimum.
And then how do you know who watched it? How do you know how much of it they watched? How can you retarget the people who watched it and show them more of this stuff? You can't. You're doing it based on this guessing protocol of maybe if they liked this show, this is the same demographic, is what I'm going after. You're super limited in your ability to target your ideal audience to make sales. Then I know some people are watching this going like, "I don't want to make Facebook videos. I don't like video." We all think we're ugly. We all think we sound like shit on the camera. We're all...
Jason Drohn:
We all think that.
Aaron Parkinson:
We all think that.
Jason Drohn:
Yeah. I think that you think that.
Aaron Parkinson:
...lairs I think in the world, maybe Tony Robbins and Grant Cardone, I think that they're amazing. There's probably some other ones, but we all have self-worth issues.
Jason Drohn:
Yeah.
Aaron Parkinson:
We all think, what the hell would anybody want to watch my stuff for? We all, I shaved before I got on today because I look old and shitty. But the reality is, it doesn't matter.
Jason Drohn:
Yeah, it doesn't.
Aaron Parkinson:
It doesn't.
Jason Drohn:
Well, there's one of my local clients here, is a manufacturer, and they had a job fair that they wanted to put the word out about. So I created this little 30-second video. So we have 120,000 people in our town. So I just did this little 30-second ish video that said, show up to the job fair, blah, blah, blah. I did a voiceover, some B-roll, nothing crazy. It was like $182 or something, we got in front of 18,000 of the 120,000 people here. That's how many unique impressions we got from Facebook videos standpoint. Throughout three days, it was shared like 200 times. And for this person knew that somebody is looking for a job and they sent out the thing about the job fair. And in no other world could you have gotten that kind of reach that quickly in such a geographic area for that little money.
Aaron Parkinson:
No. 180 bucks?
Jason Drohn:
Yeah.
Aaron Parkinson:
Go to your radio station and be like, "What can I get for 180 bucks?"
Jason Drohn:
Yeah. They're like, "Just turn around, walk right back."
Aaron Parkinson:
Yeah. That starts at five K, right? And then you don't know exactly who's listened to it. They're in their car, are they paying attention? That's the other thing with Facebook videos. Somebody has to stop scrolling looking for more cat Facebook videos and click your stuff.
Jason Drohn:
Yeah.
Aaron Parkinson:
So it's not just about having it there. Television commercials and radio are disrupted, right? You're there for a show, you're there for a song and then they hit you with this thing and they hope that it works. When we're talking about Facebook videos views, these are people that have stopped and said, "That looks interesting." There's a big value discrepancy in the business between those two scenarios.
Jason Drohn:
Yeah. Totally.
Aaron Parkinson:
And we do this once a week and I'm like, nobody's going to watch this, right? We just do it to be consistent and build content and, I look at the Facebook videos counts and I'm always shocked how many people tune in because if we did it for three years, that would be exponentially more people.
Jason Drohn:
Yeah, absolutely. And the fact that this is going to YouTube and everything else, I started these last week.
Aaron Parkinson:
Very nice. So you start to magnify.
Jason Drohn:
Started magnifying outside of just SEO. Yeah. So...
Aaron Parkinson:
Well, maybe you could talk a little bit about-
Jason Drohn:
The strategy?
Aaron Parkinson:
... The SEO side that you put in place because that's insane. What you've done with that.
Jason Drohn:
Yeah. So the SEO side is kind of the discipline that I've put together from an SEO side of my DLEs and also these because we're doing the same thing for Sales System Experts. So you get on, you record the podcast, you record the live stream and then you send it out to YouTube, Facebook, whatever. And then you download that MP4 file out on YouTube, you get it transcribed. A 25-minute session ends up being 4,000 to 4,500 words. So then what we do is we just grab that transcription and then we throw it in blog posts and that is that. So that blog post then it gets ranked in Google and you end up getting ranked for so many keyword phrases. Because it is a 4,000-word blog post. So let me see if I can find one here.
Aaron Parkinson:
When you just drop it into the doneforyou.com blog, is there anything tactical you need to do with it other than just putting it in there? Do you have to submit it to directories or any of that kind of stuff?
Jason Drohn:
No. Done for you, it's such an authority site that we don't submit it to directories or anything. The only thing that we do that may be out of the ordinary, it's not even out of the ordinary, is we take that MP four file, we use a plugin called a Blueberry PodPress or PowerPress, I can't remember, and we send it off as a podcast. So it also goes to Google play, it goes to iTunes, it goes to... We have three different shows now that are all kind of sending out of that one podcast. So not only do we get the live stream boosts that we can then amplify, as Aaron said, in traffic or Facebook, but we can also get it transcribed, a post that transcript to the website that gets us our organic traffic, then we send it out as podcasts to iTunes and all the rest.
Aaron Parkinson:
Yeah. So you're doing a really good job of syndicating the same piece of content across as many as you can, which is super important to leverage what you've created. And now you're starting to amplify it with a little bit of ad budget to get more eyeballs on it.
Jason Drohn:
Yep.
Aaron Parkinson:
And this is an example of one of our shows that we did where you just put it on the blog, you've got the video at the top, you've got a little call to action below it to grab customers and then this is the full transcription.
Jason Drohn:
Right. This is like the YouTube embed code and then we have a call to action. Then I have a little another call to action, a "banner ad". The only reason this is here literally is that this transcript is a wall of text. This is about as vanilla as it possibly gets. I think this was 6,500 words. So this particular podcast, let's see what it was optimized for, marketing automation tips, I believe. If we just do just a keyword term research, marketing automation tips, it's in here 10 times. So you can see where it is, marketing automation tips. So this thing will get ranked eventually for marketing automation tips.
Aaron Parkinson:
And you made sure that the URL, the website address at the top had it embedded in there as well.
Jason Drohn:
Yeah. Yeah. Totally. So it's in the title, it's in the slug, which is the URL, it's 10 times within the blog post, it's in this video. It's like the URL. So it's all over the place in this blog post, but like in a month or two, and when you go to search marketing automation tips, we will probably be on the third page of Google with just this. And it's just the podcast and we dropped the transcript. We go through it with Grammarly just to make sure there aren't any egregious spelling things, because it is transcribed by rev.com. It's a human transcript too. So yeah. And that's it. And-
Aaron Parkinson:
Yeah. That's a really interesting feature that you, the way that you approach it is, you don't do a whole lot of adaptation.
Jason Drohn:
We don't edit it at all. We just make sure that it passes a simple Grammarly check. In 6,500 words, there are a hundred grammatical errors that Grammarly will pick up, but it is just like. We just accept them down because it's better than what it was. And then when this starts ranking, when it starts kind of showing that it's ranking in Google, we'll come back in and do a full edit. So we'll pull out sub-headlines and do some more aggressive linking. Unless it's getting traffic, it's just sitting here, you know what I mean? There's no reason to invest more time in this thing if nobody is seeing it.
Aaron Parkinson:
Right. And maybe you could share with people like this all starts with just doing video, doing content and then syndicating it and amplifying it. And you've been on this tear for 90 days.
Jason Drohn:
Oh, yeah. So our search traffic it's increased, it's doubling every 30 days right now. So it started at the beginning of March and we were getting about a thousand organic visitors a month. But it was about a thousand organic visitors a month. We're up to about 5,000 organic visitors a month now. So that's in two months March-
Aaron Parkinson:
And how would you like to have 5,000 highly targeted free customers coming to your business offer website? Not to mention the ones we get from paid amplification or people who organically show up to watch the show or all the other fringe benefits, the authority side of it.
Jason Drohn:
Right.
Aaron Parkinson:
And I think you're a great example of this. For those people who are saying, "I just don't feel comfortable."
Jason Drohn:
Yes. I'm an introvert, literally. I hate all of this, not anymore, but I used to. So for me, it was like, I'm okay doing video now but I have a workflow. But when I'm not comfortable in my workflow, then I'm not okay doing video. Like now sitting here, I got my camera, I got my screen, I'm good. This is my standing desk over here. So you can see that that's my little standing. I got some lights there. So that's where I do my morning shows. There's the work harder poster there.
Aaron Parkinson:
I like that one.
Jason Drohn:
But yeah. If I have a good workflow, I'm totally happy. I just feel more comfortable. I think that's it. It's once you feel comfortable, I just throw out my Dumb For You shirt, I don't have to worry about dressing up for what I look like or... You just show up.
Aaron Parkinson:
That's a super valuable tip. It's not actually where I thought you were going to go with it, but it's super, super valuable. Because if I have a system and process in place that I have a goal that I have to hit every single day, then I'll do it. It's just working. I'll just go through the motions and I'll get it done. But one of my favorite old quotes is, the confused mind says, no.
Jason Drohn:
Yeah.
Aaron Parkinson:
So if you get up and you're like, "I don't know what I'm going to shoot today. I don't know when I'm going to do it. I don't know what my background is going to be yet." You just going to find a million excuses not to do it.
Jason Drohn:
Yeah. Totally.
Aaron Parkinson:
I mean, even just sitting here in front of these simple backdrops once a week for 52 weeks, there's nothing special.
Jason Drohn:
No. And it's what we do all day long anyway. I mean, I'm at this desk at this time every single day. Or I'm there and you're there and so it's just, you turn on, like if I had to go to on location somewhere in green screen and the whole deal, first of all, I think you lose some of the authenticity of what it is. Neither Aaron nor I do anything fucking exciting. We were on computers and talking to people.
Aaron Parkinson:
Don't tell them that. We are very unique special wizards. Okay.
Jason Drohn:
Wizards. Right.
Aaron Parkinson:
It's true. Stop giving away the secrets. No. It's true though. I had this conversation twice this week where people are like, "Man, you have this great life. And then I want to get our business to where your business is at." And I'm like, "Look, bro, I sit in this chair for seven hours a day. I work on campaigns, I take sales calls, I do strategies. It's the same thing every single day." My clients have a more exciting business than I do. They're out creating their things and selling their things or whatever, I'm just helping them do that. But it's fairly mundane. So I look forward to these Fridays when we do these because it's a break from the norm to just get on here and shoot the shit. And then half the time when I'm listening to us, I'm like, "Man, we're relatively intelligent."
Jason Drohn:
I know, right?
Aaron Parkinson:
We know a couple of things about a couple of things.
Jason Drohn:
A couple of things.
Aaron Parkinson:
Yeah.
Jason Drohn:
So closing up, if you had a three-step strategy to creating celebrity status, what would it be?
Aaron Parkinson:
Well, we used to have a product called celebrity fame formula. And number one is, figure out who your target market is. Get clear on who your audience is going to be.
Jason Drohn:
Name that person.
Aaron Parkinson:
Yeah. So in our particular case, let's call it small businesses that want to expand online, right? Number two, really isolate what their pain points are, right? In our case, it's not enough visibility, not enough leads, not enough sales, standard things, for small businesses. And then number three, make a list of 31-minute small pieces of content where you can help them. Give your best stuff. And you can film it on an iPhone, you can film it on your computer, it doesn't matter what it is, right? Just make 30-second to one-minute pieces of Facebook videos content and put them using paid media, Facebook, Instagram, YouTube, those platforms right in front of those people, and put a $5 a day budget behind each one.
So once you get up to 30, you got $150 a day ad budget, it's going to end up being five grand a month. I did this with one of my clients a year and a half ago and he hated the idea. Because once the 30 had run their course, we put out one every three days. I said, "You're going to have to keep making one every three days after this." But in the last year, he's had seven million views on his content. He's been interviewed on four new stations. He's been invited to 45 podcasts. He's taken his cost per acquisition of his core product from $120 to $32 in that timeframe because he's built the audience that he can now retarget within ads.
And he's taken his business from pretty much a starting point, like 10,000 a month to about 450,000 a month in just over a year, just following that basic strategy. And now he knows there is no other way. And he used to love doing that, the content. Now he's like, "Got to do another piece of content." But he knows, this is the core tenant of his business, right? And once you establish that authority in your niche, nobody can get around you.
Jason Drohn:
Yep. You are the expert.
Aaron Parkinson:
You are the expert. You're the go-to. You're the first person they think of when they think, I would like to have a funnel built. Oh, got Jason Drone guy, right? He talks about funnels all the time I'm going to call him. It's just, done.
Jason Drohn:
All right, man. So we should probably start ending things with the call to action.
Aaron Parkinson:
What a good idea. I think we should start with a really basic call to action and not get tricky about it. You give yours and I'll give mine. My call to action recommendation would be, if you would like your business to have a high converting funnel, to easily attract and convert more customers or you'd like to have a professional media team to help you go out and target those clients and send them to your site, go to doneforyou.com.
Jason Drohn:
Or doneforyour.com/start.
Aaron Parkinson:
Look at that. See, I didn't even know that was coming. You got to give me credit.
Jason Drohn:
There you go.
Aaron Parkinson:
You got to give me credit. Your call to action was, get an action plan call. So you're letting people know, hey, they can talk to you. They can talk to the big cheese and-
Jason Drohn:
They can talk to me or the team. Yeah. Put together an action plan call and you're rock and roll.
Aaron Parkinson:
Absolutely. I love it. I was close.
Jason Drohn:
You were close. And yeah, it was all loaded in. So this is the other one. We got that one. And then we got a little ticker. So this ticker, we can just like all session long.
Aaron Parkinson:
I can't believe that you own consultingsession.com. Just ridiculous.
Jason Drohn:
I do. The other good one is moneysites.com.
Aaron Parkinson:
Impressive.
Jason Drohn:
And after that, I'm all out of tricks.
Aaron Parkinson:
No tricks needed.
Jason Drohn:
All right. I will talk to you soon.
Aaron Parkinson:
All right. Thanks for the show.
Jason Drohn:
Bye.