Online Genius Podcast

Today we’re going to be talking about the importance of repeat customers. A lot of business coaches teach that you only need one product. This might be enough to get you started, but the reality is you need to give people the opportunity to buy from you more than once.  For knowledge brands, the biggest expense in your business is usually customer acquisition. Building in ways for people to buy from you more than once will reduce your cost of acquiring customers and help you build a successful business for the long term. WHAT YOU’LL LEARN IN TODAY’S EPISODE: The definition of a repeat customer Why repeat customers have always been important in business It costs more to acquire a new customer than retain an existing one Why getting new leads is more difficult in 2021 How repeat customers can help you scale Why repeat customers are even more important in an online business The biggest cost in online business is to acquire new customers Repeat customers can help you significantly decrease your cost to acq

Today we’re talking with Andrea Ames. Andrea’s background is in the corporate world where she was a technical content writer for companies that were going digital. She came into the online space thinking she would help online entrepreneurs build their skills. As she’s built her online business, she’s had to face the challenge of defining her niche, but through this process, she discovered her strength is helping business owners with retention.  WHAT YOU’LL LEARN IN TODAY’S EPISODE: What a technical writer is Why so many companies don’t have documentation for their software products Why marketing doesn’t end with the sale Why retention is so important Why it’s cheaper to retain an existing customer than acquire a new one Why relationship marketing matters How content can be revenue generating What principles can help you delight your customers What assets can make a difference in your business The challenges Andrea faced when she transitioned from corporate to running her own business The money mindset shifts

Today we’re going to get granular and tactical about what it takes to build a business around your knowledge and expertise. We’ll focus on the three main types of knowledge businesses and what you need to have in place to be successful. Be sure to stick around to the end because I'm also going to share what I think we should be striving toward. WHAT YOU’LL LEARN IN TODAY’S EPISODE: Type 1: Info sellers The product is information Requires skill and knowledge but is copyable Competition drives down cost What it takes to be successful over the long term Type 2: Service businesses 1:1 work Requires skill but is widely available Competition drives cost down What it takes to be successful over the long term Type 3: Expert businesses Sell a variety of products Requires high level of skill and devotion to craft Expertise creates barriers to entry What it takes to be successful over the long term RESOURCES IN TODAY’S EPISODE: BADA$$ Online Marketing University Free Privacy Policy BADA$$ Online Marketers

Today I’m interviewing Chrissie Kenaston who is the copy coach in my group coaching program. In keeping with the theme of real talk about entrepreneurship, Chrissie shared the challenges she faced as she built her copywriting business and how long it took her to make real money as a service provider.  In addition to her copywriting business, Chrissie is also a published author and military spouse. She opened up about how those parts of her identity fit into her business. Last but not least, we took some time to geek out about copywriting. You don’t want to miss Chrissie's take on the biggest mistake that entrepreneurs make in their copy and how to do market research. WHAT YOU’LL LEARN IN TODAY’S EPISODE: How long it really takes to make money Why the challenges don’t stop when you’re making money What Chrissie’s biggest struggles are now The value of story in writing The difference between content writing and copywriting The biggest mistake that online entrepreneurs make How to do market research and find th

In this episode, we’re talking about the struggles of selling information. It’s time to deal head-on with the misconception that all you’ve gotta do is put some information out there and people are gonna buy it. It’s not nearly as simple as it sounds. My goal here is to help you understand some of the specific challenges you need to be thinking about as you build your knowledge business. WHAT YOU’LL LEARN IN TODAY’S EPISODE: You have to be innovating constantly Things are always changing Your products have to change to keep up You have to keep updating your marketing and delivery It’s not "create it and forget it" The kind of business you choose matters There is a cost involved in changing In most types of business, the incumbent has the advantage because change costs time and money There isn’t an incumbent advantage with information With things like coaching and DFY services, there is more of an incumbent advantage How to generate interest in your product without cannibalizing the product Quandary

It’s time for another Friday interview episode! Today my guest is John Meese, the former dean of Platform University. John Meese is an economist by training and an author who has been thinking about how we can thrive and not just survive, especially in light of the big reset of 2020. John Meese shares with us about his decision to start a physical co-working space at the beginning of 2020 and how that impacted his life and business. In addition to business struggles, he faced immense personal challenges in 2020, losing his grandfather and father within a few months of each other.  In this episode, we talk about navigating the challenges of life, the 3 different kinds of products you need as an entrepreneur, and where your product fits in the hierarchy of needs. WHAT YOU’LL LEARN IN TODAY’S EPISODE: Why you need to think about your business in terms of where it falls on the hierarchy of need How your mindset around challenges can help you get back up when life knocks you down Why the best businesses are those

Talking about the economics of knowledge might sound like a geeky topic for a podcast episode, but if you’re building a knowledge business, this is an important concept to understand. Over the next few episodes, we’re going to continue our discussion of what it takes to build a knowledge-based business. If you haven’t listened to episode 226, be sure to take a listen so you can understand the big picture of what we’re covering in this (unofficial) series. WHAT YOU’LL LEARN IN TODAY’S EPISODE: How to assess your business in light of traditional product businesses when it comes to valuing what you sell Why information loses its worth as it is more widely available What things can devalue your knowledge products Why the barriers to entry in the information product space are low and why this leads to competition Why you need to think of ways to create barriers to entry in your own business How to position the value of your skills if you’re a service-based business RESOURCES IN TODAY’S EPISODE: BADA$$ Online Ma

Building an online business isn’t all rainbows and puppy dogs. But most entrepreneurs don’t pull back the curtain to show the hard stuff. That’s what this series is all about. I’ll be bringing on subject experts who have built thriving businesses but are also willing to share the challenges they’ve faced along the way. To kick things off, my Integrator, Katie, is interviewing me about the challenges I’ve faced in building my business. Grab your beverage of choice and take a listen to find out what she asked and hear my answers. WHAT YOU’LL LEARN IN TODAY’S EPISODE: What was the most difficult part of Bobby’s online business journey Why listening is more important than talking when you’re getting started The belief shifts that changed the trajectory of Bobby’s business How Bobby deals with imposter syndrome and keeps moving forward What Bobby’s biggest struggles are now What it means to market to your team What Bobby’s biggest challenges are with leading a team How Bobby gets stuff done even though execution

Today we’re shifting gears to tackle the topic of what it means to be a knowledge business. We’ll be addressing some misconceptions about knowledge businesses and laying out the principles that you need to make a knowledge business work. WHAT YOU’LL LEARN IN TODAY’S EPISODE: Knowledge businesses are different than other kinds of businesses (but not new) Pricing strategy Selling transformation (not a physical product) Personality  Inventory Logistics The 3 Pillars of building a knowledge brand You need to be an expert Expertise in your subject matter Expertise in marketing and business building You have to solve a real problem The bigger the problem, the more money you can make The difference between information and implementation You need to focus on the quality of service How to get repeat customers Social proof and brand ambassadors Why you need to be asking how you can serve your people better RESOURCES IN TODAY’S EPISODE: Ep 176: You Have To Understand The Why Of Marketing  BADA$$ Onlin

We’re starting something new today! If you’re listening to this the day it drops, you’ll notice that it’s Friday, which isn’t the normal podcast day. Since we don’t normally have guests on Tuesday, we decided to revamp our Friday episode and turn it into interviews with subject experts.  But this won’t just be a traditional interview show. Instead of just asking guests to share about their subject matter, we’ll be digging into the struggle and the challenges that online entrepreneurs face in building a business. These interviews will go behind the scenes so that you can see the ups and downs of entrepreneurship and hear what it takes to succeed. WHAT YOU’LL LEARN IN TODAY’S EPISODE: What to expect from the Friday interview episodes The benefits of understanding the ups and downs of entrepreneurship Why we also need to talk about our failures and struggles so we’re not only telling half the story RESOURCES IN TODAY’S EPISODE: BADA$$ Online Marketing University Free Privacy Policy BADA$$ Online Marketers Fol

Today we’re wrapping up our series on inbound marketing with a discussion of how to create a content plan. Last week, we talked about creating an overall strategy, and in this episode, we’re talking about creating the plan for our long-form content. WHAT YOU’LL LEARN IN TODAY’S EPISODE: How to take your content strategy and turn it into a plan Why you should focus on evergreen content as much as possible The types of topics you should be creating content about Thought leadership content Awareness content Awareness Do people even know they have a problem Trojan horse content Thought leadership content Educational/how-to content Belief shifting content Why you need both types of content How to pick topics Define your content pillars What are the areas that people need to be educated about What mistakes belief shifts do you need to talk about Explaining your core differentiators Brainstorm topics based on those pillars Why you need to focus on the basics Ways to organize your content  RESOURCES

Today we’re getting back to the marketing stuff and talking about content marketing. In Episode 218, we set the foundation for what content marketing is, and today we’ll look at how to create a content strategy that works for your online business. WHAT YOU’LL LEARN IN TODAY’S EPISODE: Guiding principles for your overall content strategy Why you should favor long-form content over short form COPE (create once, publish everywhere) Spend as much time promoting content as you spend creating it Focus on creating evergreen content Long-form content strategy Creating campaigns around each piece of long-form content Pick a core format that lets you establish thought leadership (video, podcast, blog) Understanding how people find your content Recognizing how people consume content The value of starting with video Creating a plan for social media Pick one primary platform to promote your content and engage with your audience Create multiple pieces of content based on your long-form content Don’t post and ghost

Online membership sites are a great way to create regular, recurring revenue in your business. But like every other kind of online business, you still gotta deal with the legal stuff. Today we’re wrapping up our series on legal stuff for different kinds of online businesses and focusing on membership sites. We’ll cover the different agreements you need to have in place, what should be in them, and why getting your agreements in writing is critical. WHAT YOU’LL LEARN IN TODAY’S EPISODE: Online business legal basics (check out Episode 219 to get details on trademark searches, copyright infringement, and IP transfer) The value of getting your agreements in writing The differences between a membership agreement and a course agreement What you need to include in your membership agreement Fees (pros and cons of monthly vs. annual) Payment plan authorization Cancelation policy Refund policy What they get Intellectual property and privacy Dispute resolution Other agreements you might need RESOURCES IN TODAY’S E

Over the years, I’ve worked with many coaches to help them deal with the legal stuff. That’s why I wanted to record a podcast that covers the specific issues that coaches need to consider as they build their business. Whether you’re just starting out or have an established coaching business, be sure to listen in so you can make sure you have what you need to protect your business. WHAT YOU’LL LEARN IN TODAY’S EPISODE: What you need on your website Privacy Policy (click the link below to get this for free) Terms of Use Disclaimer Your Coaching Agreement Why you need a written agreement The different sections you need in your agreement Other agreements you might need Course agreement Digital product agreement Membership agreement Group coaching agreement Team agreements (for contractors and employees) Publicity releases (testimonials, guest coaches, podcasts) RESOURCES IN TODAY’S EPISODE: Online Legal Foundations (FREE Inside BADA$$ Online Marketing University) Ultimate Legal Checklist FREE Privacy Polic

Many online entrepreneurs have built successful businesses offering valuable services like web development, copywriting, social media management, or virtual assistance. While it can be tempting to jump into working with a new client before you have an agreement in place, that’s not a good idea. If you’re a service provider and are wondering what you need to know about the legal stuff, then today’s episode is for you. We’ll cover what agreements you need to have and what you can do to help prevent disputes before they arise.  WHAT YOU’LL LEARN IN TODAY’S EPISODE: The agreements you need if you’re a service provider Client Agreement Why you need an agreement before you exchange money How a client agreement protects your relationship with your clients How an agreement helps you avoid disputes  Why your agreement should be as specific as possible Why you need to define payment terms Why you need to define ownership of the work Why you need a dispute resolution clause Team Issues Independent contractors ver

“I love dealing with the legal stuff!” said no course creator ever. I know the legal stuff isn’t sexy, but protecting your business is pretty freaking important. That’s why we’re going to take a few weeks off from talking about inbound marketing and focus on the legal stuff for different kinds of online businesses.  Today we’ll be focusing on the legal stuff that course creators need to know. If online courses are part of your business model, then this episode is for you. Don’t let what you don’t know hurt you.  WHAT YOU’LL LEARN IN TODAY’S EPISODE: How to choose a name for your course Trademark basics Google Social media What to do if the name is already taken What you need to know about legal stuff as a course creator Copyright issues Intellectual property rights How to protect your course with a course agreement Guarantees Disclaimers What they get What they pay Refund policy Length of access Dispute resolution Other agreements you need in place in your business Contractors Guest Teachers Te

Content marketing is a big topic, so we’re going to be breaking it down in more detail over the coming weeks. Today we’ll be looking at content marketing from a higher level. We’ll see how it fits into our overall marketing strategy and discuss the different types of content and the purpose they fill. WHAT YOU'LL LEARN IN TODAY'S EPISODE: How content fits into the different phases of the buyer journey The different types of content you’ll need for different phases of the buyer journey What content marketing includes Why long-form content trumps the short life span of social media posts How long-form content can help you build authority and solidify your message, beliefs, and systems How to incorporate promotional content, attention content, thought leadership content, and engagement content into your marketing RESOURCES IN TODAY’S EPISODE: BADA$$ Online Marketing University (BOMU) Free Privacy Policy BADA$$ Online Marketers Follow Bobby on Instagram Episode 211

Email marketing has always been thought of as a tool for converting leads to buyers… and that is definitely one area where it shines. Any time you’re planning a promotion or launch, you should think strategically about how you can use email as part of your sales efforts.  A word of warning though… if you’ve neglected your email list when you aren’t selling, chances are that you won’t have much success when it comes time to sell. The sales process is where you cash in some of the equity that you’ve built with your list through the connection efforts we talked about in the last episode. WHAT YOU'LL LEARN IN TODAY'S EPISODE Why you can’t just send some emails and expect to sell The emails that you should include in EVERY promotional sequence The psychology behind a sales sequence Why you should be sending more emails than you think How many emails you should send during a promotion A quick and easy tactic so that you don’t have to feel bad about sending too many RESOURCES FROM TODAY'S EPISODE BOMU LEGAL TEMPL

As an entrepreneur building a knowledge brand, one of the key parts of the inbound journey is to build connections with your audience members. This is a part of the journey that sets us apart from typical product brands… we need to build the know, like, and trust factor to get people to buy.  Email marketing is a particularly good tool for building that connection with your audience, but you have to be intentional about how you use email. The majority of the emails you send over the life of your email marketing should be designed to build connection.  In this episode, we’re talking about HOW to build that connection. WHAT YOU'LL LEARN IN TODAY'S EPISODE How to build credibility with email What to cover in your welcome sequence How to write awesome weekly emails and effective newsletters RESOURCES FROM TODAY'S EPISODE BOMU

Email marketing is a key element of a successful inbound marketing strategy. Email gives you the chance to deliver a message directly to members of your audience without algorithms or other obstacles placed by tech platforms.  Email marketing is also particularly important because it is the quintessential example of permission-based marketing. You are only sending emails to people who have expressly raised their hand and asked for you to communicate with them.  To get the most out of your email list, you need to approach email marketing the right way, which is what we’re talking about in this episode. WHAT YOU'LL LEARN IN TODAY'S EPISODE Where email marketing fits in your customer journey Why email marketing is a journey, not a destination The right way to approach email marketing RESOURCES FROM TODAY'S EPISODE BOMU