Passive Income Series Part 3: Designing Your Promo Plan to Sell Passive Revenue Products

Speaker 1: 0:00

whatever your passive revenue suite looks like, you've got to have content in place for all of the things that will lead people down the path that you want them to be led down. So you've got to have if it's graphics, if it's email, if it's copy, if it's video, if it's whatever it is, you've got to have a bunch of assets. That's what. That's what I mean when I say assets. You've got to have a lot of assets that you're building. Welcome to the Soulpreneur show, a podcast for a new generation of leaders, visionaries, disruptors and trailblazers who want to do business better. Our goal is to provide you with stories and insights into the strategy, systems and soul behind scaling, service driven, impact first, human centric businesses to help you create time, financial and lifestyle freedom. We want you to have a business that you not only love and pays you well, but that prioritizes what you want for your life, so that you can take actual unplugged vacations, you can step away from social media and you can spend your time doing things you love with the people you love. Let's get to it, okay. So the last two episodes that we did were all on passive revenue, passive products, passive income, whatever you want to call it and so we're going to continue with that today. So the first episode if you have not listened to the first of the two episodes, please go back and listen to at least the first one. These are progressive. You will get more out of the episodes if you listen to them in order. So the first episode was just really sort of pulling the carton back on what exactly it means to even be able to have passive revenue in your business, because there's a lot out there that's just hey, go sell passive, just go sell passive revenue products and it's going to be great and you can make so much money and it's all so easy, and that's so far from the truth. You need money in order to sell it Like there's just so much that goes into it. So please go listen to that first so that you know what you're getting yourself into, because I've seen way too many people go down the rabbit hole of wanting to start passive revenue and then they get six months or a year in and realize it's not even feasible for them because there's so much more that goes into it. And it's one of the you know how sometimes you wind up in a place where you realize that you've been sold something and you're not actually going to get the thing out of it because you didn't buy the next thing yet. And then you buy the next thing and then realize you're not going to get what was promised because you have to go and buy the next thing. That's very much how passive revenue works, when someone from this, from the standpoint of someone's teaching it, because they want to give you like a little bit of what you would need, but then you realize and this happened to me, by the way you realize like, well, this isn't going to work on its own. I've got to buy the bigger thing to be able to understand how to do this correctly. So here's an example. Here's exactly what happened to me.

Speaker 1: 3:03

So, and I really like the person that I bought this from. Like I'm still on this person's email list. I find that we're actually quite similar. We both have red hair, we both have theater background. I hope I'm not.

Speaker 1: 3:13

So I don't want to identify who this person is and I feel like that's so specific. It might there might be a possibility of identifying who that is. I do want to preface that like I really do. Like I really like this person. She's she. I will. I also identified a gender. She seems like a truly genuinely cool human. But it's really like there's a vortex that you get sucked into before you really get to where you need to be. And this speaks to what we want to speak to today, and that is like having a promotion plan for your passive revenue products this particular person's promo plan all relies on. Like it's going to be really difficult for the majority of people who buy the first thing to ever get the actual result that is intended without going all the way.

Speaker 1: 3:58

So, for example, in my business, if I'm sell, like I just introduced a $7 membership Interestingly, that's sort of like the kick in the pants was recording these episodes, cause I was like I don't really have any passive products to sell and I have really no intention of it, and I've been like I've been kicking around this membership idea for a really long time and then I spoke with someone in there like that is a great idea, and I was like you know, I'm just going to do it, like I don't need I'm I don't need this to work, like I've got other stuff happening in my business, so I would like to try this and it's going to be really supportive and anyway. Anyway, anyway, you can go into that $7 membership and not need anything. Unless you like, want hands-on support, you don't really need to keep going. I hope that people do want to keep going, but I hope that the majority, the vast majority of people who go through that membership will never work with me in a more substantive way. Now I hope that there will be a core group of people that I do work with in a more substantive way.

Speaker 1: 4:53

My goal is to be able to provide people with resources at at a very low price that will help them build to the point where they are ready to work with me to help them build their team or to take over their marketing or whatever that looks like. You know, depending on how it goes like, maybe there'll be, you know, like smaller, smaller and shorter products that come away from it. I don't know who knows what that could look like. I've got lots of plans in my head for what it could look like, but we're going to take it one step at a time. But the idea is like you're going to get a great result just from that $7 a month thing.

Speaker 1: 5:29

That's the goal with with a lot of passive product that are, with a lot of products that are teaching you how to sell passive products. The thing I'm really going on a soapbox and a tangent here, but I feel like this needs to be said as I've started down this road. I feel like it needs to be said. So, a lot of people who are selling how to create passive revenue. They are giving you just enough and a lot of times it starts with like ooh, how you can create a really small product. You can create something that's a really low cost, very low transactional ask from somebody where, like, if you're asking them to only pay $20 or $30, like it's not asking for that much, most people are going to be able to afford $20 or $30. If it's truly something that's going to solve a problem for them, that's not unreasonable to expect.

Speaker 1: 6:20

Now, what I talked about in the very first episode is like it's actually there's like takes a lot of strategy to be able to sell something. It's only 20 or 30 bucks. You would think that like well, that's, you know that's not as hard to sell as it would be that selling $20,000 or $30,000 products. And I'm going to tell you I've sold both and it is every time. I would tell you it is easier to sell a $20,000 or $30,000 product because someone who has the ability to purchase a $20,000 or $30,000 product just does not have the same.

Speaker 1: 6:51

Like hemming and hawing, like do I want this? Do I not want this? Am I going to do this? Am I not going to do this? Is it worth it? Should I do it? Should I not?

Speaker 1: 6:56

Most of the time, someone who could afford a $20,000 or $30,000 thing isn't doing that like. Like, I'm gonna look at it and do I want it? I don't know if I want. They're not going back and forth, they're just buying the thing. They're just buying the thing where, if someone is look in the market for a 20 or $30 product especially if they're really looking for 20 or $30 product that like is Substantive enough to actually solve a problem for them. That 20 or $30 is probably a bit precious to them and it's just. It's more of a decision. I digress. I just I keep digressing here. I just feel like it needs to be said.

Speaker 1: 7:32

So you buy the thing that's like in this example. Okay, I'm gonna buy the thing that's like gonna teach me how to create the 20 or 30 or 40 or $50 thing that seems like you know there's not much. There's not much to it. Like, of course it makes sense that someone like it would be so much easier to buy that 20 or 30 or 40 or $50 thing or that $7 thing, please. I just said I have a $7 membership. Please do not go make a $7 membership. I do not. I do not recommend. There's got. There's a whole strategy behind it, guys. So you know. And then you get, you get into it and you realize, like you start to try to sell it and you're like whoa, I published my $27 thing and everyone's cut it's Kevin Costner in the field of dreams and if you build it, they will come and here we go, and then no one, no one buys it. Or you sell like one of them or two of them, and you're like what? Why? Why did I only buy? And? And one of them was like your sister or something Like why is this not? Why is this not really going? Well, because you have to have a whole strategy. And then you realize, oh well, that person now has the next step up in their product suite is to now buy the thing that's going to be the high ticket thing that you have to. That you're pushing people toward.

Speaker 1: 8:37

We talked about this in episode 2. So here we are, 10 minutes in, I'm still recapping the last two episodes. Episode 2 we talked about, or the part 2 we talked about what it looks like to like actually build out a funnel and to like what, what are all the different pieces it's going to look like? So it actually builds the model for your passive products. So you realize like, oh okay, this person who's selling me, like the, you can create passive revenue Like I've now got to go buy the next thing that's gonna their higher ticket thing is going to teach me how to sell the higher ticket thing, or their their low-cost thing was to sell the higher ticket thing. And you realize that you need a lot more strategy on its own for that. So now you've got to buy the higher ticket thing to teach you how to actually build the funnel and sell, sell the tripwire thing that's the low ticket thing. And it's just all like well, what?

Speaker 1: 9:21

And then you get really into it and you realize, well, now there's actually a whole lot that I need to learn about ads. There's a lot that I need to learn about marketing. There's a lot that I need to learn about selling and it like I've got a lot of questions and, without fail, those other things that you bought don't have have a place for you to ask like actual questions of substance. It's like a Facebook group, if anything, or maybe you get like one call a month and you show up and there's a gazillion other people on it and you're like getting two minute long, three minute long answers and as great as those answers are, they're not enough to cover everything that you need. If you've ever gone through this Hands up, if this sounds like something you've experienced, so you realize that you need like actual Substance in support, substantive support I keep saying that word, but like that's what you need and and you realize like to get that thing, you're paying like the ten thousand dollars to get into the person's like big coaching program or the mastermind or the, whatever it is that they have.

Speaker 1: 10:13

Huh, well, it's not interesting how that works, but they didn't tell you from the beginning. They said, yeah, create the $30 product. They said it'll be great. So I'm not a big fan of the when things work that way. So that's why I want you to start at at part one. Wow, I'm really just getting to the point of of.

Speaker 1: 10:30

I want you to start at part one, and then part two is About building the model. I'm gonna move on to what we're actually talking about today, and that is creating some type of promotion plan to sell your passive revenue products. Now, when I say promo plan, I'm not going to tell you like step by step, this is how you would build out your plan for this. I'm gonna talk about all the different pieces that could exist within your promo plan and then you are gonna you would need to go build this yourself, but it's gonna give you a True overview of what this could look like.

Speaker 1: 10:56

So, to sell, the thing you need to know to sell passively is that you need a lot of Marketing and sales assets, a lot of them. You could build them as you go, but you cannot ignore them. So, to sell passively, you need a lot. First of all, you need a lot of email. You're gonna get a lot of emails and you can. You can write the emails as you go, and I've definitely been there like, oh, I need to. I'm about to go sell this thing, like I'm gonna have to write the emails as I go. So that's fine if you got to do it that way, but the emails do have to get written and if you're not, if you don't have those assets created, the thing is not going to sell itself, you're not going to have, you're not going to have the experience that you want to have, because you're not gonna make the sales that you want to make without having marketing assets.

Speaker 1: 11:38

So, to be really clear when I say marketing asset, what I mean is that you need to have Content created that will sell and market whatever the thing is that you're selling, in, whatever order you're selling it. So, whatever your, whatever your passive revenue suite looks like, you've got to have content in place For all of the things that will lead People down the path that you want them to be led down. So you've got to have, if it's, if it's graphics, if it's email, if it's if it's copy, if it's video, if it's whatever it is, you've got to have a bunch of assets. That's what that's what I mean when I say assets. You've got to have a lot of assets that that you're building feel like I don't know if that was completely grammatically correct, but that's that's where we're going with this. So keep in mind that it's a lot of funnel building. That's why I said like this isn't going to be like step one, step two, step three. It's gonna be. I'm gonna tell you about the different pieces and you're gonna have to figure out how this would work, because this is it's a podcast episode, it's not a coaching call.

Speaker 1: 12:33

So keep in mind that there's a lot that goes into funnel building, so a lot of you, and so you're going to have to build your plan yourself. As you build your promo plan, remember that a lot of your, your Public-facing promo, is going to be going toward your entry-level products because it's funnel building, and then you build out the internal Ecosystem from there. I'm gonna say that again and say it in a way that's less jargony. So you've a lot of what you're doing with passive revenue is funnel building mean? Meaning Top of funnel is where, if you can see me right now, like I've, like I'm building a funnel with my hands.

Speaker 1: 13:12

So funnel building, you've got people who come in at the top, where the funnel is the widest. It's where you are going to experience, where the majority of people who experience your funnel are going to experience it. The majority of people will not continue to move down into the point of the funnel that's at the bottom. If you imagine your funnel like a big V, the bottom of the funnel where the point is, the majority of people are not Going to reach that point, that's. That's a funnel in general, because there's a lot of people at the top and very little people at the bottom. So as you build this, you are going to be doing a lot of your public-facing promotion To what is going to get them to the jumping off. I call it the detonation point, so it's the point at which they actually enter your funnel. So the where the majority of people are going to experience whatever it is.

Speaker 1: 13:57

Your thing is I want to be very clear on this because it's going to serve you a lot better to figure out how to build the top of funnel assets first and then build all of your Nurture assets into your sales assets. So nurture is more of your middle of funnel where you are warming people up, where maybe people have or maybe people are buying Some smaller upsells or they're they're buying some of your, some of your smaller tripwire products, but you're primarily nurturing them to get into the bottom of funnel where your larger, where your larger product is. Because what I said in in part two of this passive product series is that you, the all, all roads lead to high-ticket almost always. You almost always are leading to high-ticket, unless you've got a gazillion other lower-priced products that you can just like. Move people around, then around, then around, for what you typically are moving people down the road into something higher-ticket. So that's what I want to say about funnels. You are primarily focusing your promotional efforts on the top of the funnel and then you're building your internal ecosystem out, which is also a lot of assets. You're building the, the internal ecosystem for larger priced sales and for or higher ticket sales, I guess I'll say more premium priced products and and like anything that's going to nurture in the middle and where you might, you know, detonate something else to get them into a different product. It's somewhere, somewhere if you, if you have that available to you, so okay.

Speaker 1: 15:26

So there are five things we're gonna talk about. They were gonna talk about ads, we're gonna talk about emails, we're gonna talk about social, we're gonna talk about evergreen Marketing platforms and then we're gonna talk about affiliate or partnerships. So, to start, let's talk about I was gonna talk about ads first, but I think I feel like I wanna talk about email first, because I said, email is really important, so let's talk about email first. So email is gonna be your best friend. You have to have the ability to send emails to make this work.

Speaker 1: 15:55

Now, a lot of people are going to tell you that, oh, you don't need to go all in on your email marketing assets or your email marketing platform. Like to have some type of if you get MailChimp or ConvertKit or Active Campaign or whatever, whatever, whatever, wherever you could have your email at, and I agree with that. The thing that's doing it you would disservice, though, is that, without paying for an email marketing platform, you are probably not going to have the ability to track behavior from people who buy from you, or from people even who just opt in. You're not gonna have the ability to track behavior in the way that's going to be optimal. So what I mean when I say that is, for example, if someone opts into your free thing and you say, like I want, when someone opts into the free thing, I want them to get moved into a sequence, which we'll talk about what that is. Well, we'll talk about. I'll tell you what that is.

Speaker 1: 17:02

Right now, a sequence is like it's just a whole bunch of emails, emails, emails, email. They get email one, then they get email two, then they get email three, then four, then five, then six, then on and on and on. However many emails you've got, so you want them to go into an email sequence. I think that most free versions of providers are going to let you build sequences. However, if you in, let's say, the third email of that sequence, say, let's say that you're selling like healthcare type products, so you put in there like I wanna offer you some more free value.

Speaker 1: 17:35

I've got a blog. Let's say you've got a blog and you say I've got a blog post on keto, eating keto, and I've got a blog post on like cardio that's not running. And then I've got a blog post on clean eating. So you've got one on keto, one on cardio that's not running and one on clean eating. And you give them those options and you say I hope that one of these is going to be helpful for you. And let's say, now this is getting sort of bigger picture here. But if those are the things that you're putting in, like you're probably those are probably gonna be the primary things that you talk about with your passive products, just saying, but if someone clicks on the keto article, then you can tag them as being interested in keto and then you can start to deliver them more relevant content around keto, because that's something that they're interested in, whereas if they click the clean eating article, then you're going to be able to deliver them more content that's relevant to them based on what they click is the whole point here. You get where I'm going with this. I hope so you're delivering them more appropriate content based on what their interests are and they might click all three things because they're interested in all of it.

Speaker 1: 18:43

Hey, but oftentimes it doesn't happen. That's rare that that happens. Typically, like those are different enough that people sort of know what they want, unless they're like I'm just sort of feeling around for like what's going on and what could be helpful, so, but usually someone know like I'm not really interested in keto, I'm like cardio, no thanks. But like clean eating, yeah, that sounds great. So typically someone's going to know what that is for them and then you can like that can trip into not just offering them more email that's going to be of interest to them, but you can also start then offering them products based on what's interesting to them. So you really like when I said, there's a lot that goes into, like, your internal ecosphere. That's what I mean of like really, when you get into this, there can be a lot that exists within your marketing assets in order to get people to move around the way that you want them to, in a way that's going to make the most sense for what it is that you're selling. So that starts to get a little bit more advanced. Like, my preference for you would be to build that initial sequence and don't worry about like well, if someone clicks the keto thing on, I've got to develop a bunch of other stuff that zaps them into the now the extra keto sequence. So now they're getting extra. Don't worry about that. We're not worrying about the nurture stuff yet. We're just building that initial, that initial email sequence.

Speaker 1: 19:56

But you are going to want to start to build email sequences and this is no matter what else you do with any of the promotion stuff that we're talking about today. Email sequences, email in general, is going to be the thing that is probably the prerequisite to selling passively. You're going to have to build your email assets. So the sequences will be key Things that do that nurture people. They're going to deliver the initial product. They're going to introduce you. The emails will introduce you.

Speaker 1: 20:26

It's going to introduce, like, your values, why you do what you do. It's going to introduce your philosophy to what it is. That why you think about helping people in the way that you do. It's going to remind people that you've got something paid that they can opt in or that it's not opt into but that they could purchase if they didn't take that with the initial, if there was a download, the free thing, and then it's automatically going to point them into the upsell. You can have reminders within your email sequence to say, hey, go buy the thing. Or, if they did already buy the thing, now go buy the next thing.

Speaker 1: 20:59

Like it can get really complex. Just start with that one, start with that first email sequence, start with that first welcome sequence, to be the most clear, and then you can move people around as you build, as you start to build your own marketing ecosystem out. Then you can start to move people around to other offers, other sequences, et cetera, but essentially like clicking on those things, and this is why I say like it will really benefit you in the long run to have the ability to, if someone clicks on the keto link that they're gonna wind up going to the keto thing as an example is you are not going to be able to do that unless you're paying for your marketing platform. So, like I know that if you're doing, I highly recommend ConvertKit. I'm not an affiliate for them or anything. This is not. This isn't me like I'm gonna make some money off of this. Just I think ConvertKit is a really solid place to start for people who are selling these types.

Speaker 1: 21:51

If you're a blogger, if you're any type of creator, if you want to sell passive revenue products, like I think ConvertKit is probably your best option, even as you're starting out. But the thing is they I think they do have a free plan now. It's not gonna give you very much of what you need. It's worth. It's very, very much worth the low cost to just go like. It's just it's a cost of doing business. I'm gonna check what the cost is. I'm gonna just open my phone and check what this cost is, because it used to be 30 bucks a month, but I feel like it's less now I know that I pay considerably more.

Speaker 1: 22:26

The free version oh $9, oh that's. How can I switch to hang on monthly? I wanna see what it is monthly. The creator plan is $15 a month. Good, unlimited landing pages, unlimited forms, audience tagging and segmentation that's what you want. You wanna be able to do tagging and segmentation, automated email sequences, visual automation builders all that stuff is gonna be really important. Oh, you can audience tag and segment through the free plan, which is great. So I think ConvertKit would be a great place to start. I think that it's very, very, very worth it to pay $15 a month, like that's just treated as a cost of doing business. Or if at least, you start with ConvertKit and then, like, once you get to the point where you have made a first sale, then you can go ahead and upgrade if you choose to, if you don't already have a marketing platform, an email marketing platform. So that's what I wanna say about email. Like you really want to have an intentional journey for email as you take people through your passive product suite.

Speaker 1: 23:26

Well, now let's talk about ads. So ads are probably going to be important to you. Like there are other things that you can do. If you don't already have a huge audience, you're probably gonna need ads, unless you do affiliates or partner campaigns, which I will talk about today but ads are, like they're the most common thing that you're probably gonna wind up doing. So you're going to have ads for top of funnel, middle of funnel and bottom funnel, so I've already explained what those things are, so I'm not gonna explain them again.

Speaker 1: 23:59

But your top of funnel ads, these are going to be things that are pointing people directly to the awareness of the solution that you provide. So it might be awareness of just who you are, what you do, where you develop. I do this through, just like video ads, and you can even build audiences through. I'm not gonna get into all that. I'm not gonna get into all that right now, but you can start to build an ads ecosystem, and so your top of funnel ads are going to be to get people to opt in to your free thing and to maybe build awareness around who you are.

Speaker 1: 24:30

Depending on how you wanna do it, you can do both. You can do one or the other, and if you're like I have no idea, I understand, like ads are a whole thing, but you essentially want your top of funnel ads mean that you're just running them to anyone, so you're not retargeting people. You are just completely cold audience, sending ads to deliver to people who probably don't know who you are. Those are your top of funnel ads. You might run top of funnel ads that test directly to a sale, but what I do not recommend doing is running ads to a completely cold audience that are for a paid product, unless you have an intentional buyer journey ahead of them. So if you have not developed an offer suite that's going and all the other assets that are going to move people down the road of being able to continue to buy something from you, then I don't recommend running ads directly to a paid product because people are.

Speaker 1: 25:28

Your ad cost is gonna be astronomical. Like you're gonna see, oh, I've got a $27 thing and I'm gonna run ads to it, and then you realize, like it's costing you 100 bucks to even get one sale. So cool, you're gonna. You can use ads to sell that thing, but at a deficit. So you've gotta have other stuff on the backend and we talk about that and we go way more into that in part two. If you have not already listened to that, I recommend going back and listening to that. So you're probably gonna run ads at a deficit unless you've got other things in the backend that are going to alleviate your ad cost and then move you into the realm of profitability, which is what we want. So your top of funnel ads are probably going to be your ads that are being delivered to people who are not as familiar with you or potentially not familiar with you at all, are probably going to be either for awareness or to have them opt into your free thing, and that free thing will lead them down the rest of the path of wherever you're trying to send them to to buy the paid thing.

Speaker 1: 26:23

Then you've got middle of funnel ads, which is retargeting your warm audience. That either it's your warm audience because they follow you on social media or they've liked something on your social media, or maybe they've interacted with one of your ads, or maybe they've bought something from you or whatever. Like it's someone that is warmer to you. They've already had some type of interaction with you, whether it be they've opted into your email list, they've interacted somewhere on social media, they've interacted excuse me somewhere on your website, or they've actually already bought something from you. Any of that would be considered middle of funnel retargeting to your warm audience, where you are nurturing and building more trust with them. Maybe you're targeting them into your lower cost paid products here too. But it's primarily for retargeting, to nurture and build trust so that when you do present them with your bottom of funnel ads with the paid thing, it's going to be more. It's going to remove friction from the process to get them to buy from you. It's gonna be more of like yeah, you are the number one choice If they're looking to pay someone to have that particular problem solved. It's gonna be a lot more likely that you are going to be the person that they choose because they know who you are and because they've seen a lot of you. So that moves from middle of funnel to bottom of funnel ads, where you are then retargeting that warm audience again.

Speaker 1: 27:41

And you can get tricky with this where you say, like you're retargeting people who have watched your top of funnel and your middle of funnel content, or they have engaged with your top of funnel and your middle of funnel contents in some way, or you can simply say they're already warm to me somehow and run them the same way that you would middle of funnel ads, but it's directly the call to sale. So you're directly asking someone for the sale, you're asking them to go into, you're asking someone to join your high ticket coaching program, or you're asking them to join whatever that might be for you. So that's a general overview of what you would be doing with ads and that's you have to sort of understand how to run ads in general, to have made sense of that. But at least it's going to give you like a jumping off point. If you don't know anything about running ads. You need to learn how to run ads before any of that's gonna make a ton of sense to you. But that's the jumping off point there. So email, then ads.

Speaker 1: 28:35

Now let's talk about social media. To make passive products work with social media, you need volume, and there is no other way around this. So either you need to be running ads on your social media, like we just talked about, or you've got to really focus on audience building. So, because I talked about this a lot in, I don't remember which part it was was it part one or part two where you've got to continue to replenish your audience? I think it was part two, but I don't remember. You have to continue to replenish your audience.

Speaker 1: 29:02

If you're, you are never going to get a 100% conversion rate, you're never gonna get a 90% conversion rate, you're never gonna get an 80% conversion rate. There are always going to be people in your audience that are never going to buy from you. So if you have an audience of a thousand people, it's a lot more likely that only in on social media your numbers go way down. So if you've got an audience on social media of a thousand people, it's really likely that you're only gonna get maybe maybe 10 buyers from them. That's 1%. Could you convert 1% of your social media audience? Maybe could you get 10 buyers out of a thousand.

Speaker 1: 29:38

Maybe over time, maybe if you're really intentional over how you're warming them up and you're moving them into your ecosphere somewhere where you're having them opt into a lead magnet and then you've got an intentional sequence of things that you're moving them toward the sale. Maybe maybe like 1% conversion on social media, like okay, and the higher your number if you've got a hundred thousand people on social media, you're probably not converting 1% of them to anything. That's just the way that it goes. So the higher, the bigger your audience is, the lower your conversion rates are gonna be. That goes for any audience anywhere. That's just sort of I'm not gonna get into like this is why it's true and this is why it's not true. We're just gonna say that, like that's just the way that it works right now, and you can choose to believe me or not, but that's my experience and that's everyone that I've ever known. That's their experience too. The bigger your audience, the smaller conversion numbers you're going to have, because there's just a lot more like gunk that winds up coming in the middle, like there's just more people who are not necessarily ideal buyers to whatever it is that you're selling. I sort of digress there.

Speaker 1: 30:34

But your goal is going to be to build that audience, because if you've got a thousand people in your audience and you've got 10 people who buy, well, what happens once those thousand people, like, once you've got those 10, once you've gone through the people who are already going to buy the thing, like you've got to find another thousand people and you've got to find another thousand people. This is why ads make the most sense, because you pay to get put in front of the audience who's most likely to buy. There's a lot. There's more to it than that. It's strategy, to be sure, but that's why you're paying. Facebook or Instagram and Instagram is the same thing. Facebook, pinterest, like, whatever the thing is you're paying. You're paying Zuckerberg, you're paying whatever to get you in front of the right people who are hopefully going to buy, because it's most of the time going to be as long as you've got a good strategy, it's going to be easier than trying to build an audience. Well, I guess six, six and one half dozen of the other.

Speaker 1: 31:27

There are definitely challenges in whatever both ways. They're pros and cons. But if you're going like I'm not doing ads, I can't do ads. I won't do ads. Like don't ever run ads unless you've got the money to lose. That's my general rule with ads If you don't have the money to lose, don't run them. So if you're like, well, I can't run ads, like I'm not willing to do that, I'm not willing to lose money, and you're like, okay, I'm going to go to social media. Like, you've really got to bust your behind on building an audience.

Speaker 1: 31:52

So this is where, like get on the real trends, get on the tiktoks, get on the like, the things that are going to give you volume on social media. That's where that's at. And in the meantime, if you don't have that audience yet, or your warm audience on social media is already tapped out, whatever that looks like for you then you can borrow an audience. In the meantime, borrowing an audience might be smarter anyway. So it's really the saying sort of goes it's difficult to create influence, it's much easier to borrow it. That's where this comes into play. So if you don't have an audience, or you don't have the audience of the right people, or your audience is tapped out whatever it might be it is it is going to be to your benefit to borrow an audience. Now you can borrow an audience through ads that you are paying Zuckerberg or whomever to borrow that audience and you're paying money to be put in front of the right people. That's one option.

Speaker 1: 32:46

Or you can borrow and sometimes you pay for this also, but you go into, like Facebook, groups that are pre established, that have all the right people. So you know, if you work with moms, you go into mom groups, like big mom groups. If you sell B2B business to business, then you can go into entrepreneur groups. Now, a lot of these groups have gotten savvy to people coming in and wanting to pedal their products to people that's nice alliteration and so they put rules in place where you're not allowed to do that. There are some memberships, though. There are some groups that put memberships in place where they've wised up to. I know that people want to pedal their products to my people, because I like the alliteration, I'm saying it again. So they put like paid products. They build their own passive products off of their giant Facebook group that they've spent a lot of time and effort building and you pay them money every month and you're allowed to then promote your stuff.

Speaker 1: 33:39

So, like if you are B2B and I find that this works a lot better if you are selling to more newbies you could go into a group like women helping women entrepreneurs, where they've got like close to a million members at this point 8, 7, 8, 900, 1000 people I don't even know how many are in there at this point but you can pay oh gosh, I pay for this, I don't you. It's one of the things that I pay for that I really don't use. But I'm grandfathered in where I think I paid 97 a month for it, but I think now it's either 197 or 297 a month in order to get that membership with them, and so you pay them the money every month and you're allowed to. I don't know what the rules are at this point. I think I'm grandfathered into that too. I think you're allowed. You're allowed to like do one promo post per week, and it's tricky, like you've, when you've got that many people in that group and there are lots of people who are posting lots of different things and there are lots of paid people paying their stuff. You've got to think it's strategic again, it's strategic, you've got to have a strategy to get in front of the bright people and to actually get your posts seen. So that's, that's one strategy, that where you can borrow audience in the meantime. So that's what I want to say about social media.

Speaker 1: 34:46

Now, evergreen platforms. So when I say evergreen platforms, I mean YouTube, podcasting, blogs, pinterest, etc. Podcasting, you could argue, is not necessarily an evergreen platform, because podcasts like if your show is ranking, you can be like, you can get suggested, but they're not typically like oh, let's suggest relevant episodes to you the same way, like the YouTube algorithm would. But podcasts have a lot more longevity than general social media does. So I'm leaving it in this category.

Speaker 1: 35:15

So if you're evergreen platforms, again the goal is volume. If you want to do YouTube, you're going to have to build an audience on YouTube. If you want to do podcasting, you're going to have to build a podcast audience. If you want to write a blog, you're going to have to build traffic to go to that blog. So a lot of this is if you want to build your audience, you need to learn SEO. Youtube, blogging, etc. Like it's. So SEO is search engine optimization. Pinterest is the same way. Youtube, youtube, web sites. So blogs, pinterest there is SEO behind all of them. Google, google controls a lot of that because Google owns YouTube and Google. It's like 92% of searches that exist in the world happen through the Google search engine. So the Google algorithm is the thing that's so weird. The Google algorithm just feel like the Google algorithm is the thing that's like really going to be your key and being able to move around and be seen by the bright people for the ways that you want to, and it takes time.

Speaker 1: 36:15

The thing about these evergreen platforms is you've traditionally got to be able to put like six months in before you start to see any traction from them. So that's something to keep in mind. Where social media, you know it's got a shelf life of like 24 hours, so it's if you're gonna get seen, it's gonna happen right away. Reels are a little bit different now. If you're, if you're doing reels, like it's possibility, if there's a possibility that you could create something and it's not gonna actually pick up and gain traction for a couple of weeks, but then once it does gain traction, like typically almost always, what's gonna happen is it'll have a burst. It lasts for a couple days, maybe a week, and then it's gonna go away. But beyond that, social media in general is it's a very temporary platform. I call it an active platform because it's you get seen and then it then then it goes away. The shelf life is really short.

Speaker 1: 37:04

Evergreen platforms are it's. It's a slow burn when you're on an evergreen platform, so you really got to put in a lot of effort before you ever see the results from it. So, like if you're selling high ticket when you're, when you're saying I'm not talking about passive products, like I'm I'm talking if you're just like straight up selling your one on one coaching or your, your, your group coaching program, but you're not like doing some passive products to lead into it any kind of way, like if you're primarily just selling high ticket, then I always am going to recommend you start with social platforms because they're so quick, and similarly to this, like I wouldn't necessarily recommend starting with your evergreen platforms unless you've got time, unless you know that you've got time to build these assets up, because it's gonna take three to six months to start to get traction on Pinterest. It's probably gonna take six months. It started to get traction on on in the Google algorithm for SEO or on YouTube, and that's if you know what you're doing. You could. You could go years and never get seen in search on either platform if you don't properly have an SEO strategy.

Speaker 1: 38:09

So, like I said way in the beginning, strategy is key. If you don't have strategy, this is probably not going to work for you. You need email strategy. You need ad strategy, you need evergreen strategy like there's so much strategy that goes into this. So Volume evergreen platforms again, you need volume. In order to get that volume and build your audience, you probably are going to need to learn SEO or hire someone. There's more money. You're going to need to hire someone who can help you with SEO, or you could borrow audience again by collaborating with other creators who have other evergreen platforms that have that larger, established audience, hopefully, of ideal buyers.

Speaker 1: 38:47

So, if you are going well, I'll get into this with, when we talk about affiliates, partners. That's essentially how you would lead into all this. So you borrow those audiences by saying like head left, come on your podcast, head left, come on your YouTube channel and you pitch them, or you pitch them writing a guest blog post or whatever that looks like. And then you know you of course you have to ask permission like am I allowed to pitch something at the end and that would then trip people into. And that's the most efficient point of getting someone into. Whatever the your ecosystem, whatever part of your ecosystem you're sending them into, whether you're asking them to Detonate into your free thing or your paid thing, whatever that looks like. So that is an Excellent segue into affiliates and partners. So we talked about email, we talked about ads, we talked about social media, that we talked about evergreen platforms. Now we're going to round this out with affiliates or partnerships. So affiliates or partnerships is where you are essentially borrowing someone's audience. So this will happen with if you're borrowing social media platforms or if you're borrowing evergreen platforms. So you are essentially going into this relationship and saying, now there's there's strategy behind doing this too, but it could be like after the if it feels like a really good fit and you want this. Is what I started to say I was like I'll talk about when we get to actually talking about affiliates. Is your your best?

Speaker 1: 39:56

Affiliates or partnerships are going to come out of people who have Complementary but non competitive audiences. So this might look like you know someone. If you are, if you are someone who's selling passive product or any type of product on, like home renovation, maybe you could speak with someone who has like a really large like real estate channel, because a lot of people who are investing in real estate are going to do some type of renovation, but it's it's not competitive because you're not doing the same thing, but it's there's a really good chance that there's a lot of overlap in that. So that's what I mean when I say complimentary but not competitive. So if you find, if you start to find those partnerships which, if you not like, if it's one of those Facebook groups where you're just going to pay for the membership, it doesn't matter, like you're just paying to get in front of those audiences, if you're doing ads, like you're just paying to get in front of those audiences, that's the difference between partnership and like paying to Paying to borrow influence. So, but if you are going to just like, try to develop an organic partnership with someone, then get in front of people who have a platform Of people who are ideal buyers, but you're not like stepping on their toes, where you're going to like you know you're going to take money out of their pocket, that's.

Speaker 1: 41:03

There are very few people are going to be open to doing that with you. And then you're essentially going to be like you record the podcast episode with them or you record the YouTube thing with them, or you write the blog post for them, and then you feel it out like use. You have to have a good sense of like reading people to be like did that go well? Is this a person that I feel aligned with? Is this a person that I feel like would be receptive to maybe entering into some type of partnership? And you could say to them like after the episode like this was amazing, this, like we had so much synergy together. I love the conversation that we had.

Speaker 1: 41:32

Like would you ever be open to, like I've got? You know, I've got something like I think my audience, I think your audience would be really perfect for what I do like is that something you'd be open to and you can go from there? You could also pitch them in the in the way of like, if you were to pitch, to be on a podcast or something you could say, like you know, I'd also love to offer. Let's say, like I've got a, I've got like a fifty dollar little mini e-course on let's use the, let's use that you sell home run of it, you sell home renovation information product type things, and you pitch someone who's got like a real estate channel. You could say, like you know, I've got a like a little fifty dollar mini course on doing like a little DIY, doing like a little DIY thing, and I would love to give that to your audience for like Half off or 75% off and I would give you a cut of that of that revenue or whatever. Like whatever that would look like for you. But essentially You're giving that like, you're incentivizing somehow to be like I want to give more value to your audience. If this would help you and I want to provide value for you, so like I would be happy to make you an affiliate of this.

Speaker 1: 42:29

Now, again, the only way that's really going to work for you in the long run is either having a lot of volume where, if you do give a discount, and or a percentage of your product to an affiliate, then you've got to have a volume because at the end of the day, you're not going to make that much money off of it Because you're giving most of it away either in a discount and or to the affiliate as a partnership commission. So you know, you've got to have an ecosystem. You've got to have, you've got to have that warm ecosystem build out to be able to target people into whatever the next thing is. They're going to continue to buy. So you've got to, you've got to have a, you've got to have your assets built out to be able to do this. You also are going to have to have a secondary.

Speaker 1: 43:09

If you want to do affiliates or or partners and I use those words interchangeably affiliates, partnerships, like, basically the same thing, whatever you want to call them you would need to have a secondary set of assets built out so that you can say I want to make this as easy for you as humanly possible. I would say, like if all you're doing is offering, like if I'm going to be on the podcast for someone and you're offering them, like, you know that you get a cut of this if someone wants to opt into my thing Then, and they wind up going into the trip wire where they opt into my free thing, and then they wind up buying like the $27 thing, like will give you a cut of it, or whatever. That looks like You're not necessarily going to need to provide them with assets beyond, like a discount code or a special link that that shows that it they came from their audience. But if you are given, if you're like I think it would be cool to do like a partner webinar, like I think your audience would be great for this, like would you be interested in doing like a webinar with me, or I would love to do a master class for your people, or whatever, then you've got to have an entirely secondary set of assets built out to give to the partner, to say, like You're not expecting the partner to write come to my, come to this webinar for you. You've the. The onus is on you to have all that done and so that you can present them with a full set of assets to go and then go, go forth and promote to their own people.

Speaker 1: 44:15

That was a lot. So we covered email ads, social media, evergreen platforms, and then doing affiliates or partnerships those words can be used interchangeably. And that brings us to the conclusion of this passive revenue series, and this was. This was kind of like a master class to. I kind of was on a soapbox in the beginning, but that was kind of a whole master class on different promotional vehicles for selling sort of selling in general, but definitely selling passive products. So I hope this was super, super helpful for you. Again, I have real no stake in like I'm not selling necessarily anything. At least right now.

Speaker 1: 44:48

I've got seven dollar membership. You can go, go get into the seven dollar membership. That will help you. It will help with SEO. It actually do have something to tell you. The seven dollar membership would help you with SEO. It will help you with social social strategy. It will help you with content strategy in general. It definitely will help you with email marketing. Oh my gosh, it will help you with email marketing and then the ad stuff would be separate, like right now I'm currently, because it's like in the first week I'm offering people, if you buy into the seven dollar membership thing, that will, when this airs, will it still be? No, by the time this airs, that will already be over. So I don't there's no reason to even talk about it. So there will eventually be an upsell into like ads and funnels through the seven dollar membership. So that's what I got for you. I'll link it because I don't know what the web address is going to be to check out for that. I know what the checkout page is, I know the link for the checkout pages, but I don't know what the sales page will be because it's not built yet. I haven't built yet so cool, so I'll just link that in the show notes if you are at all interested in that.

Speaker 1: 45:40

I hope you found this incredibly helpful If you did this. So I'm going to say this again. It was like a little master class. If you found this helpful, my only ask from you is that please, please, please, go and leave a review Wherever you're listening to this. Go leave a review for the show. That's my ask. Forget the seven dollar membership. I would, I would. This is this is actual. I would rather you leave a review than go buy the seven dollar thing. I mean, that's cool if you want to go. If you do both, that's also cool. But I would greatly appreciate a glowing hopefully glowing if it was helpful for you Glowing review. A written review would be even better, so I'll leave you with that. I hope this was helpful for you and I'll catch you in the next one.