What’s your story?

30 days. 

I want you to imagine that you have 30 days until you lose everything. Your house, your cars, your family…Everything. 

That wasn't supposed to be me... 

But it was. 

I'm gonna tell you how I got there (so you never have to). 

In my 20’s they called me the “golden boy” because everything I touched turned to gold. At the time I was working in sales for a 50 year old plastic packaging company. I got an idea for a new division. I brought it to senior management. They said yes. 

And we moved forward.

I grew that division to 45 million in annual revenue in less than five years.

From there, I became the CEO of the first digital portrait studio chain in the United States. When we brought it into franchising, things really started to take off.

Before long, I became known as one of the young guns of franchising.

We were growing… millions upon millions in revenue, ranked one of the top 15 hot franchises by Entrepreneur Magazine by year five.

I had this formula for success all figured out. I felt unstoppable.

The only thing is, I wasn't.

At one of the board meetings, I did what I usually did, and I laid out my plans for the upcoming quarter. Everyone usually got excited, and I went off and implemented the plan… Everyone's happy.

But this time was different. The board said no to my next quarter plan. I was confused. I asked why, and one board member said, “Don’t forget, you work for us.”

I wasn't blazing my own trail as I had convinced myself I was. At that moment, I said Dave, it's time to start something on your own. The voice in my head was screaming, “Speak up right now, resign and give 90 days' notice.” I took my own advice, and the golden boy became a real Entrepreneur. 

I was so excited to finally be able to live my life on my terms to do what I want. When I wanted. I was free of the red tape. I was free of obligations. 

I was also free of revenue. 

Now, I started out with a sizable safety net. I was putting all the time in and the creativity was there. The focus was there. But the income wasn't.

One month became six months. Six months became 18 months. And before you know it, I went from having everything, to being hundreds of thousands of dollars in debt. Credit cards got canceled. The creditors started calling.

And when I stopped answering their calls, my dad called to let me know they were calling him looking for me. Things got pretty bad…

I had to go to my young daughter and ask her for money from some of the babysitting she did just so we can pay our mortgage. Talk about utter shame as a parent.  When your daughter's asking you if you intend on paying her back. This entrepreneurship thing wasn't working. 

It came to the end of the line, and I had 30 days to turn it all around or else. I knew something had to happen. I just didn't know what it was.

Ok, so I’m going to stop here. If I still have your attention, hopefully you are now intrigued and wondering what happened next for me…

That’s because I integrated one of the best secrets to communicating a message in a compelling and memorable way. 

I used storytelling. 

People and brands that tell more about themselves, their brand, their products, or their services through story formulas resonate at a higher level with their audience. 

Storytelling has been used in marketing for decades, and for good reason… It works. (BTW: I’ll share a perfect example in a bit, which also happens to be one of the most infamous ads created to use storytelling). 

In fact, studies have shown that integrating storytelling in marketing and communication makes the information much more memorable and meaningful.  Psychologist Jerome Bruner discovered human beings are “22 times more likely to remember a fact when it has been wrapped up in a story.” 

Stanford’s Graduate School of Business did a study and found that “when people listened to pitches, either containing facts and figures, OR a story, only 5% recalled a statistic given, but an astounding 63% remembered the stories.”

Here’s the scientific explanation behind it if you were curious…

Basically, stories are not complicated for our brains to compute. When things are complicated, our brains find it harder to process the information. The more predictable the information, the easier it is for our brains to absorb it. 

Stories put everything in order for our brains so we don’t have to put much effort into trying to understand what’s going on. This allows our brains to retain the information a lot easier.

Plus, the brain also releases dopamine into our system when we are emotionally charged (stories cause this charge), which further allows us to remember and recall stories we hear or read.  

If you are unfamiliar with this concept of storytelling in marketing and other communication, simply think of it as using a narrative to get your message across. 

The purpose of telling any story really, is to make your audience feel something. When you can do that, an emotional connection is made. 

Emotional connections create resonation.  

When your audience feels connected to you, they are more inclined to do something, or take an action of some sort (purchase something perhaps). 

As human beings we are more likely to make our purchasing decisions based on the emotions the product or service stirs up inside of us (i.e., how does it make me feel)? 

As extreme as it sounds, that’s actually how most of us make our purchasing decisions… Just think about a few of the last purchases you’ve made. As far as buying decisions are concerned, our logic informs, but our emotions persuade.

Here are a few more benefits of using storytelling in your marketing, branding and other communication… 

• Stories allow you to “humanize” your brand (again, allowing you resonate at a higher level with your audience). 
• Storytelling is a great way to describe the problem and the pain it causes in great detail that your audience CAN relate to–it helps your audience feel understood. 
• Most marketing copy out there screams “advertisement” and our brains are programmed to dismiss or ignore anything that might even come close to. Storytelling gets around this.   
• Storytelling helps you attract the right people…These are the raving fans and people who cultivate a fierce loyalty around your brand. 

IMPORTANT: In order to really utilize story elements in the most effective way copy wise, always keep your audience in mind and choose a story that your audience NEEDS to hear or read (as it needs to be 100% relevant to them). 

Here’s that great example of an ad I mentioned earlier that successfully uses story to draw in the reader… One of the most infamous ads created by John Caples: 

They Laughed When I sat Down By the Piano, But When I Started to Play!  

As far as the rest of my story… Was I triumphant in turning it around in 30 days? I’m sure you can figure out I was. But how I arrived there is the invaluable part… 

You can catch the rest of my story HERE by viewing my TEDx. 

To your success, 

David

P.S. Recruitment and Hiring is the #1 Entrepreneurial Blind Spot which is why most avoid it like the plague… 

Let’s face it, the entire process can be utterly frustrating & time consuming, AND often results in attracting and hiring the WRONG talent for your team and/or business. 

But what if ALL the heavy-lifting was done for you, and you were only handed the highest qualified candidates that checked every box you were looking for? 

Head to this link to see if Nitrogen Hiring Network™ could be your talent recruitment solution. 

P.P.S. Not sure how to find and attract more of your ideal clients? If you have a proven high ticket offer, we know EXACTLY how to fill your pipeline with a constant stream of qualified and highly-motivated leads through our exclusive Leads on Demand™ program.

Simply click this link for more details.

Digital Marketing Expert

Does Your Lead Magnet Check These Boxes?

The last two components I’ve outlined definitely pave the way to reach your ideal clients, but how do you successfully use your lead generation funnel as a vehicle that ultimately leads to a sale?

(Notice how I emphasized "ultimately"? I will explain this a bit later).

My answer is always the same when it comes to any lead generation activity.

It begins with Value Creation. When you lead with VALUE, you can never lose.

Leading with value means doing what you can to add value to someone’s life before money ever exchanges hands.

When you lead with value, your results are more consistent, predictable, and you create a bigger impact.

Value creation allows you to successfully differentiate yourself from your competitors.

You know as well as I do, your prospects have many options. Our world these days offers endless access to such a vast array of products and services (especially online). And the more choices we have, the harder it is to make a decision.

Where does that leave you trying to sell your product or service in such a fierce and competitive marketplace?

It leaves you with a BIG opportunity.

An opportunity to capture your market and make your company, product, or service the only choice in your prospect’s mind.

I’m sure you’ve heard of the term lead magnet. Lead magnets are used in lead generation funnels, and when done right, they can make or break the success of your funnel. Your lead magnet has more than one job when it comes to your funnel.

A lead magnet is nothing more than a value creator that incentivizes a prospect to give you their personal information in exchange for providing them something of value in return.

But not just any prospect… Your lead magnet’s first job is to identify the most qualified leads and get them to raise their hand. When you lead with value in your lead magnet, you’ll get more consistent and predictable lead flow of the right ideal prospects…

The second job of your lead magnet is to CREATE VALUE for your prospect. In most cases, your lead magnet will be something that educates your prospect on a topic that directly relates to the product or service you have to offer.

We call this education based marketing.

Education based marketing is a huge competitive differentiator in the marketplace, no matter what product or service you offer.

Most businesses focus strictly on the end result… The sales transaction itself. Not necessarily the prospect, their needs, and their timeline.

Education based marketing provides immediate value (your prospects learn something they didn’t know before), and therefore gives them the confidence to make a more informed, intelligent decision.

When you build someone’s confidence by leading with value, trust is developed.

TRUST established with your potential clients and current clients is vital to the sustainability and growth your business. Trust me on that.

Education based marketing also allows you to establish yourself as an authority and builds your credibility as the "Expert" in your field.

Educational based lead magnets come in many different forms:

1. Guides and reports

2. Ebooks

3. Courses

4. Case Studies

5. Tools or Resources

Here’s an example of one of our lead magnets:

This lead magnet is a downloadable book, designed to educate the business owner that is currently running traffic and may not be satisfied with their ROAS or lead conversion.

You tell me… Does it check all the boxes?

Does it allow a specific target audience to identify themselves and raise their hand?

Does it offer that audience something of value–and teach them something they might have not known before, giving them more confidence?

Is it absolutely FREE?

Does it build trust and credibility, and establish us as an authority?

First, we are targeting a specific audience…People who need help optimizing their ads. First box, check.

In this book, they will learn some of the biggest and costliest mistakes businesses make with their ads and how to rectify them. Some business owners have have saved thousands of dollars just rectifying one of these mistakes so we know it’s worth its weight in gold for prospects. Creating value, check.

It’s free. Check. Lead magnets are free for a reason. Free is hard to resist IF your lead magnet is valuable enough in the eyes of your prospect.

Free lowers the resistance of our prospect, and then reciprocity kicks in.

Most times we feel inclined to give something back to someone who has given us something. When your lead magnet creates value and is something that helps your prospect, they will have no objection in giving their name and email address to get it.

Lastly, because we’ve educated our prospect, they are now more confident and can even apply what they’ve learned to optimize their ad spend and either make more money, save more money, or both (positioning us as experts and building our credibility). Check.

But it doesn’t end with the lead magnet….It only begins there.

Remember at the start when I mentioned how to use your lead generation funnel as a vehicle that ultimately leads to a sale?

After your prospect gets your lead magnet, this next part is the pivotal component YOU CANNOT skip (like so many others try to shortcut).

Bottom Line: Your buyers will buy when THEY are ready, NOT when you are ready.

Did you know that 30-50% of leads are not ready to buy when they first inquire about your product or service?

They are in the "gathering information" phase.

Three quarters of those leads will become "sales ready" within 12-18 months.

Lead magnets give you the opportunity to open the door, but nurturing the prospect to establish even more trust, and build rapport is how to develop a relationship with a prospect. It’s how to play the long game and be the only one that picks up those sales when all of your other competitors have given up.

Think of your lead magnet as the stepping stone to building relationships with future clients.

Relationships lead to sales.

Relationship building starts with ongoing communication and value creation with your future clients.

Simple follow up sequences or subscriptions to newsletters are often used to continue building that relationship with that prospect and letting them know you are always there WHEN they are ready.

By continually moving your prospects up the value ladder you’ve designed, you also indirectly create a more confident buyer. These confident and educated buyers are exactly the type of clients you want.

Building a lead generation funnel is hard work and it takes a lot of commitment and strategic thinking and implementation to make it massively successful.

Building and optimizing funnels is just one thing we help our clients with at Business Nitrogen. If you are curious how it works, let me know and we’ll set up a time to chat.

Talk soon,

David

P.S. Recruitment and Hiring is the #1 Entrepreneurial Blind Spot which is why most avoid it like the plague…

Let’s face it, the entire process can be utterly frustrating & time consuming, AND often results in attracting and hiring the WRONG talent for your team and/or business.

But what if ALL the heavy-lifting was done for you, and you were only handed the highest qualified candidates that checked every box you were looking for?

Head to this link to see if Nitrogen Hiring Network™ could be your talent recruitment solution.

P.P.S. Not sure how to find and attract more of your ideal clients? If you have a proven high ticket offer, we know EXACTLY how to fill your pipeline with a constant stream of qualified and highly-motivated leads through our exclusive Leads on Demand™ program.

Simply click this link for more details.

Digital Marketing Expert

The Ultimate Guide to Improving Indoor Air Quality with Air Conditioning

The Ultimate Guide to Improving Indoor Air Quality with Air Conditioning

Introduction:
Nowadays, we spend the majority of our time indoors, whether it's at home, in the office, or in other enclosed environments. As a result, maintaining good indoor air quality (IAQ) has become more crucial than ever before. One effective way to achieve this is by utilizing air conditioning systems. In this blog post, we will delve into the latest scientific findings, studies, and expert advice to explore various effective tips for improving IAQ through the use of air conditioning. By following these practical guidelines, you can enhance your well-being and create a healthier living environment for you and your loved ones.

The Benefits of Good Indoor Air Quality:
Before diving into the tips for improving IAQ, let's first understand the potential benefits it offers. Good IAQ has been associated with various advantages, including:

1. Improved Health: Poor IAQ can lead to respiratory issues, allergies, and even more severe health conditions. Maintaining good IAQ can help reduce the risk of these health problems and create a healthier living environment.

2. Enhanced Productivity: Clean air promotes better concentration, focus, and overall cognitive function. By improving IAQ, you can create an optimal environment for productivity, both at home and in the workplace.

3. Better Sleep: Breathing in clean air during sleep can enhance the quality of your rest, leading to improved energy levels and overall well-being.

Tips for Improving Indoor Air Quality using Air Conditioning:

1. Regular Filter Cleaning: One of the most important factors in maintaining good IAQ is ensuring that your air conditioning filters are clean. Clogged filters can harbor dust, allergens, and other pollutants, resulting in poor air quality. Clean or replace filters regularly, following the manufacturer's recommendations.

2. Proper Ventilation: Although air conditioning can be effective in filtering and cooling the air, it's important to strike a balance between airtightness and ventilation. Opening windows periodically allow fresh air to circulate and dilute any indoor pollutants.

3. Temperature Control: Maintaining an appropriate temperature indoors can help prevent the growth of mold and bacteria, which thrive in high humidity. Experts recommend keeping your home within the range of 20-24°C (68-75°F) during the summer months.

4. Regular Maintenance: Schedule routine maintenance for your air conditioning system to ensure its optimal performance. This includes checking for refrigerant leaks, proper drainage, and inspecting ducts for any issues that may affect IAQ.

5. Consider High-Efficiency Filters: Upgrading your existing air conditioning system's filters to high-efficiency particulate air (HEPA) filters can significantly enhance filtration capabilities and reduce airborne pollutants.

Pitfalls and Drawbacks:
While air conditioning can be a powerful tool for improving IAQ, it's essential to bear in mind a few potential pitfalls:

1. Overuse: Running your air conditioning system excessively can contribute to a dry indoor environment. Dry air can cause dry skin, irritated eyes, and throat discomfort. Avoid excessive cooling and consider using a humidifier to maintain appropriate moisture levels.

2. Indoor Pollution Sources: Even with a perfectly functioning air conditioning system, it is crucial to address the sources of indoor pollution. Common culprits include smoking, pets, cleaning products, and mold growth. By eliminating or minimizing these sources, you can further improve IAQ.

Real-Life Examples and Personal Experiences:
Let's have a look at a real-life example to understand the impact of following these tips. Sarah, a homeowner, noticed a decline in her family's health, with increased allergies and respiratory issues. After following expert advice and implementing the above tips, including regular filter cleaning and keeping the temperature within the recommended range, Sarah saw a significant improvement in her family's well-being.

Conclusion:
Indoor air quality plays a vital role in our health, comfort, and overall quality of life. By utilizing air conditioning systems effectively and implementing these tips, you can enhance IAQ and create a healthier and more comfortable indoor environment. Remember, maintaining regular maintenance, practicing proper ventilation, and being mindful of potential pitfalls is key to reaping the benefits of using air conditioning for IAQ improvement. Prioritize your health and make informed decisions to create a space that promotes well-being and productivity.

hvac

Ad Traffic Mistake #3

Happy Tuesday! 

I saved the best for last. 

In my experience, this is probably one of the most costly mistakes made when running ad traffic… 

It’s also one of the easiest to rectify.

Results and performance management is often overlooked when it comes to ALL marketing (not just running ads). 

There are either NO tracking mechanisms or processes in place, or the ones that are set up, aren’t reliable and report inaccurate data. 

Those that have NO tracking systems in place live in continual flux… Think of it like going to a casino every day, and feeding a slot machine dollar after dollar, just hoping it’ll pay out. 

I don’t know about you, but I could find so many other ways to invest marketing dollars other than gambling it away. 

I’m sure you’ve heard of the phrase, “Everything measured improves,” right? 

If you can’t measure something to determine the results, you can’t possibly get better at it. 

I like to give the example of someone trying to lose weight.  Have you ever tried to lose weight without stepping on a scale to measure your results? 

How about trying to improve your golf game. How hard would this be to accomplish if you didn’t keep score?

Marketing is NO different. 

If you can’t measure your results, you never know how effective your efforts really are. 

You’ll also never improve. 

  

Running ads is like any other marketing strategy…

Without accurate tracking, you don’t know what is producing results and what isn’t. When you don’t know what’s working, and what’s NOT working, how are you supposed to know what to stop, what to continue, what to refine, etc?

Here’s the kicker. Not only could you be losing money running ads that aren’t working; the ads that ARE working are not getting optimized. 

I ask clients all the time…

“Would you allow this to happen with any other marketing strategy or campaign? Not knowing your ROI?” 

Let’s say you did a postcard mailing. You know exactly how much you spent on creative, print material, postage, list, etc. Let’s say that was $4500 in total, out the door. 

Let’s say your CTA was to call the office, give this code [YPT340] and clients get 25% off their order. Eight clients call in with this code and their purchases total $28,000. What do you know? 

Your return on that campaign was $23,500 or a 622% ROI. Was it successful? Absolutely. Would you run it again? Absolutely–and maybe the next time on a much grander scale. 

Getting these exact figures and stats on your ads is just as attainable. 

Here’s what you see when you’ve set up tracking codes on your website (in this case Google Analytics) and have also set up a tool to report all of the metrics and conversion goals that need to be tracked. 

In this example, you can see the breakdown of your sales page visitors based on their age groups. This is just ONE of the many in-depth reports your tracking tool can provide if it is set up correctly. 

Another compounded issue that occurs from ineffective or incorrect tracking is when your ads are directly tied to sales in the form of commission.  

Many business owners I talk to hire an ad agency to place their ads for them and in addition to a monthly fee, they collect a certain percentage of sales made. 

I hope you see where I’m going here…

If your tracking is not set up properly, what if the incorrect tracking for your ads is reporting more sales than there really were… and you’re paying a commission on sales that were never made to this third party? 

Bottom line…

Data drives decisions. Remember this. 

In fact, write it down on a post-it and stick it to your computer if you need to…

If you don’t have a dedicated team member or a third party that can help you set up your tracking (or you don’t know if it’s set up correctly), I highly recommend investing in a traffic audit (having a team of ad experts put your stats, ads, and strategies under a microscope and audit every moving part of your ad account). 

My senior ad team performs Premier Traffic Audits here at Business Nitrogen. It’s a 30+ point comprehensive audit process that identifies any and all areas that can decrease your CPL, increase your conversion rate, and optimize your ad spend overall. We’ll also do a deep dive on your stats and reporting mechanisms. 

Sometimes just one discovery and alteration can pay dividends in the end. 

You can get more information here: Premier Traffic Audit. 

To your success, 

David

P.S. Recruitment and Hiring is the #1 Entrepreneurial Blind Spot which is why most avoid it like the plague… 

Let’s face it, the entire process can be utterly frustrating & time consuming, AND often results in attracting and hiring the WRONG talent for your team and/or business. 

But what if ALL the heavy-lifting was done for you, and you were only handed the highest qualified candidates that checked every box you were looking for? 

Head to this link to see if Nitrogen Hiring Network™ could be your talent recruitment solution. 

P.P.S. Not sure how to find and attract more of your ideal clients? If you have a proven high ticket offer, we know EXACTLY how to fill your pipeline with a constant stream of qualified and highly-motivated leads through our exclusive Leads on Demand™ program.

Simply click this link for more details.