Author Archive | Hassan Ko

Just a quick thought – you see a guru using a particular service, doing a particular technique, sending out a certain email, etc. And you think, “Hey! If he’s doing it, then it must be the thing to do, right?”

Well, not necessarily. Guru types make mistakes too. And because they are generally playing in a bigger arena, they sometimes make very big mistakes they quickly regret. The problem is, if you’re watching them then you can’t know for certain if what they just did was a good idea or the stupidest idea ever.

On top of that, you don’t know what their goals are. Maybe they’re selling a $2 ebook because they’re upselling a $97 course on the backend. So you sell a $2 ebook with no backend and then you wonder why you only made 6 sales and $12… It could be because you’re not a guru and so no one recognized your name and no one believed there could be value in something that costs $2.

That’s why you should never blindly imitate a guru – you don’t have the full story of what s/he’s doing and whether or not it’s working.

However, if you see him repeatedly doing something which he could easily change, then you might want to jump in and try it yourself. For example, you see a guru continually sending out emails with the same strange formulaic subject line. Try it.

If it wasn’t working for him, he wouldn’t keep doing it. Or at least we HOPE he wouldn’t – he might have someone in a faraway office sending those emails for him and he doesn’t even know the results.

Be cautious with imitating anyone, even the big dogs of marketing. Yes, it can be highly valuable to learn from others who are successful, but not everything that works for someone else is going to work for you.

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Social media platforms offer a great way to create new connections and strengthen existing relationships. Here’s 10 simple ways you can engage people on social media to develop more meaningful, and potentially profitable friendships and partnerships.

1. Acknowledge. It’s no accident that this is #1. Comment on your friends statuses and posts. Reply to their tweets. Interact. Acknowledge when they say something bright, funny or helpful. The fastest way to engage others is to meet them halfway.

2. Like and retweet. Maybe you can’t respond to everyone, but it only takes a second to give a like on Facebook or retweet on Twitter, and it makes the other person appreciate you all the more.

3. Don’t tell – tease. Next time you post a new article or blog post, don’t tell all. Instead, simply post a teaser that gets your readers wondering what the post is about. And don’t forget to add the link – the better the tease, the more clicks you’ll get.

4. Play caption-this-photo. Find a weird/strange/bizarre/humorous photo, and then ask your friends and followers for funny captions.

5. Offer weird trivia and facts about interesting things. For example, “To keep food from freezing, Eskimos use freezers.” or “In the 1830’s ketchup was sold as medicine.” Here’s some weird facts that will get you stated: triviachamp.com/Weird-Trivia-Facts.php

6. Variation on #5 above – ASK weird trivia questions. You can do this one of two ways: Either ask a question they can find online, such as; “How many dimples are in a golf ball?” or “What is the only domesticated animal not mentioned in the Bible?”

The second way is to ask a trivia question they cannot find online. Example: “How did I earn $674 in one day when I was 12 years old?” Or if you’re good at research, you can find something online that’s obscure, such as; “About 100 people choke to death each year on what common object?” (Answer: A ballpoint pen.)

7. Play “who-said-it.” Post a quote from a movie you’re watching and ask people who said it and what’s the name of the movie they said it in.

8. Update your photo. This works better on Facebook than on Twitter, because on Twitter the photos are so small to begin with. But on Facebook you can post a new photo everyday if you like, and because people notice photos before anything else, they’ll notice yours.

9. Play “fill-in-the-blank.” You make a statement but you leave one or two of the words blank. This way your followers and friends can complete it. HINT: Always make the statement about THEM, not about you. Try to use potentially humorous subjects. For example: “I like to ___ while I’m ___.” or “In bed, I often ___ while thinking of ___.”

10. Ask. Ask for thoughts, opinions, help, advice, etc. People love to be asked and will take the time for surprisingly thoughtful responses. NOTE: Be sure to THANK them!

Employ a few of these social media engagement strategies and become someone that consistently creates new value and interesting content that attracts people deeper into your circle of influence. 😉

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There may be no faster way to create a great product than by interviewing an expert in your niche. You set a time for the interview, prepare a few questions, record it, and possibly get it transcribed. Total time? Maybe 2 hours, tops.

But exactly what is it that you, as the interviewer, need to do to make the interview great?

To put it another way, how do you ensure that your listeners are going to stay riveted by the interview and be thrilled that they took the time to listen to it?

Here’s 17 indispensable tips for conducting a memorable podcast interview:

1. Have fun with it. If you’re all stressed out about doing this interview, odds are it’s not going to turn out well. You’ve got to relax and have a good time. Laugh. Joke a little. Smile. Did you know people can HEAR if you’re smiling? It’s true. And the more at ease you are, the more comfortable your guest will be, too.

2. Do some research. Know the person you’re interviewing, and by all means know something about the topic.

3. Confirm the details with the person you’re interviewing. This includes time and date, length of the interview and how they will be communicating (phone, skype, etc.)

4. Forget the umms, errs and ahhs. Please. If it takes you a second to think of the word you’re looking for, so be it. Don’t fill that time with incoherent sounds.

5. Do use the highest quality equipment possible. You can have the greatest interview ever, but if the sound quality is terrible then no one is going to listen.

6. Don’t ask yes or no questions. “Do you like to play tennis?” “Yes.” Have you been playing for long? “Yes.” Do you win every tournament?” “No.” How dull can you get? Always ask open ended questions that cannot be answered with simple yes’s and no’s.

7. Listen. I mean really LISTEN to the answers your expert is giving you. Your audience can tell if you’re just playing along rather than being fully engaged. So engage. Be prepared to ask spontaneous questions based on what you’re hearing. The best interviewers aren’t afraid to pursue new avenues and unearth new discoveries.

8. Don’t just ask “what,” also ask “why” and “how.” Learn everything you can from the person you’re interviewing. Go in depth and find out the reasons behind the reasons.

9. Remember that you are the interviewer. Don’t try to steal the show and don’t talk over your guest. You are there to elicit information, they are there to share their expertise. Don’t try to fill both roles yourself. If you do, you’ll annoy your guest and irritate your audience.

10. Don’t ask more than one question at a time. “How do you propose to do project A, and while you’re doing it do you also run the xyz program, and how do the two integrate into your discombobulator?” Sheesh. Think of your poor interview subject and just ask one question at a time.

11. Don’t say anything like, “I wanted to ask you…” or “My next question is…” Or even, “How are you?” Get to the topic at hand and keep the interview moving. Please.

12. Prepare your questions ahead of time. This will ensure you don’t get stuck for something to ask. Prepare follow up questions for each question. Or if the purpose of the interview is to teach a task, you and your guest might prepare an outline of the steps you’ll cover. In either case, this is a guide to help you along, not something written in stone. Be flexible.

13. Don’t keep your guest in the dark. Let them know beforehand what to expect and any pertinent details they should know. Offer to send them the questions you plan on asking. Thank them for participating. You should thank them when they agree to the interview and again in any conversations or correspondence you have both prior to the interview and after the interview.

14. Show your enthusiasm for both your topic and your expert guest. Enthusiasm is contagious, so share yours liberally. Your guest will appreciate your enthusiasm, and your audience will be more engaged.

15. Remember who your real VIP is – it’s not your guest and it’s not you, it’s your audience. You are doing this interview for them, so your first priority is to get your audience great content they want or need.

16. Relax. It’s not Mars-landing science, it’s just an interview. Don’t get stressed – think of it as an adventure.

17. Make mistakes. Look, you’re going to make them regardless, so why not put it on this list? You’re going to trip over your tongue, forget what you were about to say, or mispronounce a word you use all the time. It’s okay. Fix your mistake, smile, laugh, and move on. Your audience will love you MORE for the mistakes you make.

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You’ve got a new product or website, but you’re stuck for a tagline.

Should you spend a lot of time thinking up the best possibility? Surprisingly, no. There is a simple shortcut to writing the perfect tagline that will grab people’s attention and let them know immediately that your product is right for them.

So what’s the shortcut? Believe it or not, it’s letting your customer write your tagline FOR YOU.

First, a few things you should know about the perfect tagline:

1. It needs to accurately articulate what it is that you are offering, and it needs to position you positively with your target market.

2. It’s got to be original. Whatever it is that you’re selling, odds are there are plenty of others selling something similar. By being original, you can stand apart from the crowd to get noticed and remembered.

3. It’s got to be concise and precise. Memories are exceedingly short and the competition to be heard is getting tougher every day.

Now then, keeping those three points in mind, what do your clients tell you about your product or service? Better still, what do they tell you about the problem your product or service fixes? For example, career coach Julie Jansen helps people to find their ideal work. What do her clients frequently tell her when they’re in her office? “I don’t know what I want, but I know it’s not this.” That became the title of her book.

Another career coach kept hearing, “I don’t know what I want to be when I grow up!” She resisted using the phrase at first because her clients WERE grown up and she thought it might offend them. However, once she added it to the top of her website, she immediately experienced a dramatic increase in inquiries.

Two young software designers were showing a venture capitalist how their software worked. The investor suddenly exclaimed, “That’s so simple, my mother could do it!” Bingo! Their tagline was born.

An author wanted to write and speak about male-female communications. With the room full of people, she laid out a scenario in which they were all trying to communicate with the opposite sex but having difficulties. One gentleman yelled out, “Can’t she see I’m watching the game?” And her tagline was born.

If your tagline captures exactly how your ideal customer feels, you’ve got it right. As you can see, you don’t need to place pressure on yourself to find the perfect tagline – instead, simply listen to your customers.

To learn more, read the book: “POP! Create the Perfect Pitch, Title and Tagline” by Sam Horn. Then go improve the tagline for your product so you can sell more and serve more.

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Can you really get 50,000 visitors to your blog in 30 days or less… and do it without lists, without JV partners, without name recognition and without advertising?

Jane Smarts was a brand new blogger who knew she would have to do something different to get visitors to his brand new blog.

And to put this in perspective in case you’re not a blogger yet, getting 50,000 visitors in your very first month is akin to winning the lottery – it rarely happens and when it does it can pay off big.

So what did she do? We broke his methods into these steps:

1. Choose a niche you’re passionate about. Jane chose corporate consulting because it’s closest to her heart, and it’s also what her company does.

2. Make some quick posts so it appears as though your blog has been around for awhile. Jane already had 10 or 15 posts from previous work that she could immediately publish. Hopefully you already have some content written, whether it’s articles, an ebook, etc.

Break whatever you have down into blog posts and post them. If you don’t have content already written, it’s up to you whether or not you take this step. By having content already on your blog it appears as though you’ve been doing it for a while, but posting inferior content that you rushed to write is never helpful if someone should actually want to read it.

3. Do your research. Jane researched what kind of blog posts take off in her niche, and which get the most shares on social media. Her research showed that she needed to write really long posts – between 2200 and 3000 words, and she needed to use mixed media that included bullet points, video, images, sub headlines, etc. Her research also showed that “how to” posts or posts that people can apply to get results were the most popular.

4. Apply what you learn. Once she did her research, Jane knew just what to do and she did it.

5. Think about distribution. You can write your posts according to what your research finds works best, but that still won’t initially get your article in front of people. Even the most shared blog posts in the world have to first be seen before they are shared, and if you have no traffic to begin with, you’ve got to find it.

What Jane did was tailor her first post specifically to the audience of a social news website that she read everyday. By tailoring it to that specific audience, there was an excellent chance they would appreciate it and share it.

6. Write amazing content. Jane spent 3-4 days writing her initial post. That’s right… 3-4 DAYS, not hours. Make your content great.

7. Use what contacts you have. Don’t have any? Get some. Jane started the ball rolling by having a handful of friends give her post a bump so that people would begin checking it out. The post was good, it took off, the rest was history.

8. Capture email addresses and ask for social shares. Be sure to place your opt-in box on every page, both in the right hand column and again at the end of the article. And ask your readers – if they found your post helpful – to share it via social media.

9. Rinse and repeat. Jane found a formula that worked, so she did it again and again, each time focusing and targeting her newest blog post to a very specific distribution channel.

You might not hit the 50,000 mark your first month, but if you follow these steps, you could very well hit it within 2 to 3 months, even in a smaller niche. Imagine if you capture just 10% of that traffic – that’s an email list of 5,000 who you can now invite directly to every new blog post you make. Not a bad way to get your blog rolling…

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We are all familiar with social proof – placing positive testimonials on your sales pages and websites to show what others think of our products. However, there is a form of social proof used by many marketers that actually backfires and causes sales to drop dramatically, and it’s what they call “negative” social proof.

It works like this: You want to create a sense of urgency, so you say something like, “A lot of people have missed out on this, and you do NOT want to be one of them.” Or “Only a handful of people who read this letter will be smart enough to grab this offer before it’s too late.”

The problem is, you’re indicating that a lot of people are not buying the product. And since people tend to look to others for indications of what to do, this kind of social proof will actually encourage prospects to follow the lead of the majority and not make the purchase.

If you read the book Yes!, you’ll see Robert Cialdini’s experiment where he measured the effects of signs posted in the Arizona Petrified Forest to prevent theft of petrified wood. They tested 3 different signs, and the one that included negative social proof actually INCREASED theft.

The sign read, “Many past visitors have removed the petrified wood from the park, destroying the natural state of the Petrified Forest.” This sign actually TRIPLED the amount of theft because it demonstrated to readers that other people were already stealing, thereby making it seem alright for them to steal as well.

Here are more examples of negative social proof:

“This year Americans will produce more litter and pollution than ever before.” Potential result in thinking: It’s okay to litter, everybody’s doing it.

“35% of sexually active teens do not always use condoms.” Potential result in thinking: I don’t have to use a condom if I don’t feel like it.

“4 years ago, over 22 million single women did not vote.” Potential result in thinking: They didn’t bother to vote, why should I?

“50% of women report being harassed in the workplace.” Potential result in thinking: Lots of other men are doing it, I’ll do it too.

However well intentioned those messages may be, as you can see they are likely to have the exact opposite effect than what was intended.

So for example, if you’re marketing something to enhance the security of a WordPress blog, do not say “80% of WordPress owners unintentionally leave their websites wide open to hacking.” If you’re selling an SEO product, do not say “90% of website owners do no SEO whatsoever.”

If you’re selling a diet product, do not say “90% of overweight people will never lose the excess weight.” And if you’re selling a dating product for people over 40, do not say “Most single people over 40 have given up looking for their ideal mate.”

How can you avoid negative social proof? Don’t focus on how common the undesirable behavior is. Instead, show that it is rare and practiced only by social outcasts. Emphasize (where appropriate) that the behavior is:

– Illegal
– Subject to penalties
– Immoral
– Reprehensible
– Irresponsible
– Stupid
– Outdated and no longer acceptable
– (And best of all) Universally scorned.

By doing this, you can make negative social proof work for you rather than against you.

You might want to look over any sales material you have, and make sure you haven’t inadvertently used negative social proof. Just because 80% of marketers have unintentionally used it at least once doesn’t mean you should. 😉

And if you didn’t catch that last bit of negative social proof, you might want to reread this article again.

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