FB LIVE with Nicholas Kusmich

Hawk Mikado      Saturday, August 12, 2017

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The Warren Buffet of Facebook Ads

 

 

In October 29, 1929 the stock market crashed. Known as Black Tuesday, it lead to one of the greatest economic depressions in US history. And while the stock market has since recovered and bounced up and down (for novices this is a bull or bear market), a new stock market has emerged in the 21st century.

 

You have no doubt seen this market and have probably invested thousands if not millions of dollars into it. The thing is, that this market doesn’t close, it’s minimally regulated, and the returns can be upwards of 500%. If you haven’t already figured it out it’s Facebook Ads!

 

Check out our full story on the next stock market in our following edition of Funnel Magazine. First, a history lesson on the development of what is becoming the new DOW.

 

Back in 2004 when Facebook launched, the primary form of revenue came from Flyers. The equivalent to a flyer on a bulletin board, it allowed visibility for events happening around campus. They signed a deal with Party Poker, a short lived partnership as gambling was soon banned from the US. But Facebook made a splash and more big deals came together.

 

Apple and Victoria’s Secret saw the value and invested big time. Microsoft became the exclusive advertiser for banner ads and sponsored links. Only 2 years after Facebook launched they were already receiving offers to buyout the company.

 

By 2009, advertising on Facebook was available for anyone. They improved targeting options, including language and geography. The following year they introduced sponsored stories, as a result of liking something, the content was shown to only those viewers.

 

In 2012, Facebook added Mobile advertisements into the news feed. One of the most powerful features was also introduced: The Social Graph. This is all the data that connects together, that businesses can now see as data. With this data a company can market to you based on a song you like, a page you like, a comment you made, or a game you played. In addition, during this time Facebook also added retargeting with cookies, helping share more timely and relevant messages.

 

As a cherry on top of this fabulous sundae of an ice cream, Facebook created lookalike audiences and dark posts, taking Facebook Ads to ninja level status.

 

Just like with stock trading, it has become an industry of its own. Many novices have lost thousands of dollars in the stock market and the same goes for Facebook Ads. This is why businesses, especially brick and mortar have been scared to enter this market. They are afraid to make the investment and not receive a return.

 

The new (stock) broker is called a Facebook ads agency. These agencies understand the market and are able to mitigate the risk involved in the investment. Unlike the stock market though, this industry is for the most part a blue ocean. Not yet saturated, if I were Warren Buffet I would tell you to get in on this action sooner rather than later. “The best time to invest was yesterday, the next best time is today.”

 

 

 

 

 

Well today is the day and if you are even interested in learning about this new market, we sat down with the Warren Buffet of Facebook Ads: Nic Kusmich. Nic has been in the game from the very beginning of Facebook.  
 

Nic went from being a pastor for 14 years, and then transitioned into the internet marketing world and now he is known as having one of the most successful Facebook advertising agencies on the planet! He also recently released a new book called “GIVE”. Which he combined seven years of wisdom condensed down into 168 pages of a top-level, high-level strategy of how Facebook advertising works, and how to make it work. There’s a lot of people who know how to use Facebook advertising but, there's not too many people who know how to make it profitable.

 

Nic is an expert that knows the exact formula to making Facebook ads profitable. This article will share some of his strategies and wisdom, so you too, can generate more leads, and more sales, into your business.

 

The main motivating factor, and what drove Nic to write his book “GIVE”, was his frustrating with all the misinformation in the marketplace. When it comes to Facebook Ads, lots of so-called “experts” are talking about things that don't really matter. As a result, too many business owners are being led astray.

 

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Nic was inspired to put all his experience into a book and finally say: “you know what? If you want to learn the truth, in the trenches, actual results, based on the stuff that we've been doing for months and months and months, and years and years. ... the information in “GIVE” is going to be the way to do it!”.

 

The greatest problem Nic sees most people, or most new people, making on Facebook is the idea of using Facebook as a sales channel rather than kind of a lead generator. In other words, when people think of advertising, they think, “hey pitch whatever it is that you're trying to sell”. Now with sales channels like eBay or Amazon, these are commerce-driven platforms, this approach will make sense. But it doesn’t work with Facebook.

 

As an advertiser you can’t be saying “hey! I have this thing to sell come buy it!”. Facebook is a little bit of a different story from traditional e-commerce platforms  in that it's a social channel. People don't wake up in the morning with a credit card in their hand going onto Facebook saying, “hey! I'm looking forward to buying something!”. The reason they go on, is to connect with friends to watch weird cat videos.

Your advertising approach on Faceook can’t be purely focused on selling. Instead, you need to be building value. You need to use Facebook as a means to start conversations, or as we say generate leads, and then kind of go from there.

 

The reason most people fail with Facebook Ads is they are focused on “taking” instead of “giving” and providing value. This is what motivated Nic to title his book “GIVE”, where he goes into much more detail.

 

The second biggest mistake Nic sees most business owners making with Facebook Ads, is they are focusing too much on learning tactical technical advice, rather than higher-level strategy. Nic believes tactics work great, and technical advice is important but it's always changing because Facebook is always changing. He once heard someone say: “tactics can be used to generate sales but higher level strategy can be used to build a business”.

 

Nic is a firm believer in creating the higher level strategy that can be deployed first, and then look at the tactics second. Because, as the tactics might change, the higher level strategy won't. He calls it the 90/10 rule. Similar to the iceberg analogy, most people focus on the 10 percent, and what he likes to focus on is the 90 percent.

 

Nic encourages business owners to take a little bit of their attention off the specific tactical stuff, and instead focus on what's really going to move the needle. Ask yourself: what's really going to get the greatest result? What is really going to get you the ROI’s is taking a higher level of understanding of how the whole thing works, rather than just looking at one tiny piece.

 

One way to have the “GIVE” approach through Facebook Ads is to come up with some sort of a value-add lead magnet that's relevant to what it is you're trying to sell.

 

One of Nic’s clients is one of the number-one aromatherapy or essential oil companies. Instead of going directly to the sale, like what they do on Amazon, Nic advised them to create a lead magnet, which was free education, teaching them about how essential oils could help anxiety and stress relief. They called it: “The four top essential oils that everyone needs to put into the diffuser in order to alleviate stress.” This lead magnet focused on education, but it was also the perfect lead to the sale.

 

The other way to “GIVE” through your Facebook Ads campaign is to give a “free plus shipping offer”, which that is something related to your bigger offer. For example, the guys at Digital Marketer were great at this. They have a version of their business that sells men's clothing accessories and so they say, “Hey you can get cufflinks for free plus shipping and won't cost you any money except cover the shipping!”. Because they know that whoever buys cufflinks is probably going to buy shirts, ties, and suits also.

 

So the 2 main ways to “GIVE” using Facebook Ads is to: A. Produce a relevant lead magnet that leads to your main offer, or B. Create a free plus shipping of a relevant, but not the same thing, that would then naturally lead them to your main offer. These are two great ways to give first, rather than automatically saying: “hey come buy from me.”


 

A question you might be having, as a business owner, is: “If I'm giving it away for free and just charging shipping, how am I making money?” This is a valid question!

 

Nic explains that there's two ways that people should look at that - one is the short term value of a customer and one of the long term lifetime value of a customer. Especially when it comes to lead generation. For example, we're always thinking about, “How do we bring someone into our world, or ecosystem, so that over time we can make a sale to them at the appropriate time!”.

 

Nic believes people fit into one of three categories, which he calls swim lanes: fast movers, medium movers, and slow movers. The fast movers equate for a very small percent of the population who are ready to buy and ready to buy right now. Then your medium movers are typically what people design funnels for. It takes seven to eight touch points through a very specific sequence in order for someone to say, “I'm a prospect! Now I want to be a buyer!” And then you have your slow movers, who take 180 days or longer before they make a buying decision. So when you think like an e-commerce person or an information person, you need to have systems in place for all three of them!

 

For the fast movers, a free flash shipping offer could work. For example, a one-time offer, or an upsell. Right when they bought their free plus shipping offer, right there on the thank-you page you're going to say, “Well, hey by the way! If you want, if you like shaker bottles we have this great green shake that I think you would love and you can get it right now for the discount if you choose to purchase today! If not you'll be able to buy it later at full price but, hey this is your opportunity to try this out at the discounted price!” So that would be one way to approach the fast movers.

 

Then for the medium movers you're probably going to have some sort of an email sequence and some sort of content value to add social proof. Design your funnel to be able to get the medium movers and then for the slow movers. You can put them on a drip nurture sequence to continue to build value over time, and when that person is ready to buy, they will in fact buy from you.

 

It’s important to keep in mind that some of your money is going to be made immediately, some of it is going to be made over the next 7 to 21 days, and then some of it is going to be made over the next 6 to 12 months. You need to be prepared for all 3 types of buyers.

 

When you know the short-term and long-term value of your customers, then you can property determine how much your lead is worth.

 

Another question you might have, as a business owner, is: “how do I structure my lead-magnet, or free offer, in such a way that really helps someone?”

 

This is where Nic’s “S.A.G.E.” principle comes in.

 

Your free content should meet the S.A.G.E. format and principles.

 

S stands for “short”. Nic likes four to seven minutes consumption time. If you're going to give someone something, and especially if this the person doesn't know you. Nic says we can ask two things from people: we can ask for their money or we can ask for their time. Nic believes that time may even be more valuable than the money ask.

 

So to come out straight out of the gate and say, “Hey give me a full day of your time and attend one of my seminars, or, hey give me 90-minutes of your time and attend one of our webinars”. Nic thinks those are a good ask, but he thinks it might be sometimes too much. So instead, think the initial ask of someone has to be short “S” and should be about four to seven minutes consumption time. Usually that falls into the department of a downloadable PDF. For example, a 1 - 3 page downloadable PDF. Very highly implementable something that they can consume and implement in very short order.

 

Now “A” stands for “action-oriented” or “applicable”. Nic doesn’t think anybody wants any more information. Google is the world of information right now, and you can find out anything you want, about anybody, about anything in a matter of a few keystrokes. What is far more valuable than information is an “insight”. Insight is “what do I do with information so I can get a very specific desired outcome.” So, whatever it is that you're giving somebody has to be more than “hey did you know XYZ?”. Instead, it needs to say: “hey here's how to use XYZ” to get a very, very specific result. So the “A” stands for applicable or action-oriented.

 

The “G” stands for “goal-oriented”. Typically if somebody's coming to you, they're coming to you en-route to accomplishing a very specific goal. They're at Point A and they're looking to get to point Z, and they're looking for help along that journey. The thing that you give away needs to, in fact, get them one step closer to that goal. For example, if their goal is weight loss, how can you provide a certain tactic that's going to get them a little bit closer to that goal? If it's how to build a funnel? If it's how to write a Facebook ad? Whatever it be you want to provide, something that's going to help them take one step closer to their goal.

 

And then lastly, “E” stands for “easy”. Easy enough for a newbie to apply. In the world of marketing, or advancement, or personal development, everybody's making everything too complicated! You need to provide something that is super easy to do and super easy to understand.


 

One of the greatest feedback that Nic has gotten from the book is people saying, “Hey it's just how you simplified things, and that was one of the goals that we wanted to accomplish!”.

 

 

So think about, “What it is that you could give to your marketplace in order to start that conversation?” Make sure that it's S.A.G.E.. S.A.G.E.; short, applicable, goal-oriented and easy. And you'll be well on your way to starting to generate some leads and putting people into the top of your funnel.

 

Putting these strategies will help you do Facebook Ads the right way, and the way that gives you a positive ROI!

 

Funnel Magazine is fortunate to have done this interview with Nic Kusmich, Facebook Ads expert, and the author of “GIVE”.

 

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Hawk: Welcome Nic, I appreciate you for joining us.

 

Nick: No, hey the pleasures mine Hawk. I'm totally excited and stuff to be here and I appreciate everything that you got going on and doing all this kind of stuff. I mean it's  been an amazing journey. I went from being a pastor for 14 years. Transitioning into the internet marketing world and now fortunately, all the ducks have aligned and the dominos have aligned, the stars have aligned. We are now known as having one of the most successful Facebook advertising agencies out there on the planet! So we run that agency, we run a consultancy together and just recently we got to do this release a brand new book called “GIVE”. Which is basically seven years of wisdom condensed down into 168 pages of a top-level, high-level strategy of how Facebook advertising works and how to make it work. Because, I know a lot of people know how to use Facebook advertising but, there's not too many people we come across who knows how to make it work and make it profitable and that's my goal for everybody! Who is kind of watching and listening and reading here today so, it's, it's an exciting time thanks for letting me hang with you for a little bit here.

 

Hawk: Yeah, definitely man. So, how did you, or like, what was the inspiration behind the the book “GIVE”?

 

Nic: Yeah, so to tell, you know what? Everybody was asking for a long time, “Hey you're going to write a book? Are you going to write a book?” and the answer that I've given for the longest time was “NO”. I feel like, I'm a terrible writer. I feel like writing is a drag for me to do. Like just I don't feel like I have the DNA in me to do that. So for the longest time it was just, “no, no, no, no.” But, a lot of people, A. we're asking about it and B. I just saw so much misinformation in the marketplace. People talking about things that don't really matter all that much when it comes to Facebook ads and a whole bunch of people being led astray and so, I just kind of wanted to, kind of put it into it all and say, “you know what? If you want to learn from true in the trenches actual results, based on the stuff that we've been doing for months and months and months and years and years. I just wanted to say this is going to be the way to do it!”. So that was really the inspiration was half frustration and half demand from the marketplace. I said, “Okay, I'm going to buckle down and it's been the time energy and effort needed to make this work!” and took about a year; as most projects do and here we are finally with it all done and I'm really excited with the end result.

 

Hawk:  Awesome! So, you actually have a very similar inspiration for your book, as we do for the magazine. We, we are tired of misinformation so, there's so much of it out there, What is one of the things that you see as a huge like, you hear it across the board as one of those big misnomers that they should be doing, people should be doing on Facebook?

 

Nic: Yeah, I think there's a couple. One of them in fact, it's probably  the world today. So the the number one misnomer the thing that I see people make the most the greatest problem that I see most people or most new people start to make on Facebook and that is the idea of using Facebook as a sales channel rather than kind of a lead generator. In other words, when people think advertising because, we are talking about Facebook advertising. But when people think about advertising they think, “hey pitch whatever it is that you're trying to sell”. Now in normal sales channels, i.e., eBay or Amazon these are commerce driven commercial different platforms that will make sense. You know, “hey I have this thing to sell come buy it!”. Facebook on the other hand it's a little bit of a different story and what I mean by that, is it's a social channel. Like people don't wake up in the morning with a credit card in their hand going onto Facebook saying, “hey! I'm looking forward to buying something!”. They go on to connect with friends to watch weird cat videos to see what's going on in or the greatest mistake on is trying to sell on Facebook, rather than trying to build value, rather than trying to contribute to an industry or market place, rather than trying to use Facebook as a means to start conversations or as we say generate leads and then kind of go from there. I think that would be kind of the main issue and hence, we write a book called “GIVE”. Which is the opposite of “take” which is what a lot of people do and probably the second thing that I see happen on the Facebook world, is people focusing way too much on tactical technical advice, rather than higher-level strategy. I think tactics work great, I think tactical technical advice is important but, it's always changing because Facebook is always changing and I think that can use. I heard someone say this, “tactics can be used to generate sales but higher level strategy can be used to build a business” and I'm all about the higher level strategy that can be deployed to that. As the tactics might change the higher level strategy won't. And so I call it kind of the 90/10 rule or you know the iceberg analogy most people focus on the 10 percent what I like to focus on is a 90 percent and I think all the listeners and the readers should in fact take a little bit of their attention off the specific tactical stuff, not say that that's not important but what's really going to move the needle for people. What's really going to get the greatest result on their ROI’s is taking a higher level of understanding of how this whole thing works rather than just looking at one tiny piece, i.e. the ad or the bidding or the conversion strategy or anything like that.

 

Hawk: That's really powerful. So, instead of focusing on getting the sale focusing on getting a lead. I know that we have a ton of people in e-commerce especially in the following edition. We're going to have Trey Lewellen and he's going to be sharing. So we're going to have even more people. How ecommerce, I know that's a huge thing it's getting more and more popular. How does somebody need ecommerce generate leads without that you know push, “Hey I want to take on and make that sale!

 

Nic:  Yeah, I think there's one or two ways to do it, so an example of this would be to come up with some sort of a value add lead magnet that's relevant to what it is you're trying to sell. A great example of that is, we worked with a company one of the number-one aromatherapy or essential oil companies that does tens of millions of dollars of sales on Amazon and they said well we want to transition a little bit of our business off of Amazon and control it with Shopify but, how we’re gonna do that is to generate leads. It’s the same question. So I said, “Well let's look at it what are your top sellers when it comes to essential oils?” and they said, “well, we have a certain class that specific around anxiety stress relief making people feel better like a mood uplifter and that sort of thing.”. So, I said, “Great! Do you have a handful of essential oils that are key to making that work?” I think that absolutely so, “I said well why don't we just produce a lead magnet that says; here are the four top essential oils that everyone needs to put into the diffuser in order to alleviate stress.”. This is a perfect setup to sell the package of you know stress-related essential oils, but this is a great example of hey just a total value add that you can present to your marketplace and say hey “If you're kind of stressed out you're looking for essential oils to help you with that.” Take a read through the easy key ones and I think you need to implement plus some other things you should know like having a great diffuser ie being in a great environment ie using it at this time of the day etcetera etc. and putting that up to the marketplace. So that's one way. And then, the other way that we've noticed is, especially in the e-commerce field is if you can offer some sort of and I still consider as a “give a free plus shipping offer” that is something related to your bigger offer. So the guys at digital marketer were great at this when they were. They have a version of their business that sells men's clothing accessories and so they say, “Hey you can get cufflinks for free plus shipping and won't cost you any money except cover the shipping!”. Because they know that whoever buys cufflinks is probably going to buy shirts and ties and suits and pins and all the rest of that stuff you know another example is, I know some guy who has a protein shaker or greens shake and so what they did was they led with a free plus shipping for a free shaker bottle because they know if you're going to buy a shaker bottle you're probably shaking proteins or green drinks and so that was a great lead-in. So, even in the e-commerce business I think either “A” come with a really relevant lead magnet that leads to your main offer or “B” a free plus shipping of a relevant but not the same thing that would then naturally lead them to your main offer. Are two great ways to give first rather than automatically saying hey come by my shake or hey come by my essential oils package that make sense.


 

Hawk: Yeah, definitely so one of the things and I get this question all the time is, “If I'm giving it away for free with and just charging shipping, how am I making money?” Now, so I'd love to hear what you, how do you explain that to somebody?

 

Nic: Well I think there's two ways that people should look at that - one is the short term value of a customer and one of the long term lifetime value of a customer. And so when we think about lead generation. For example, we're always thinking about, “How do we bring someone into our world or our drivers or ecosystem so that over time we can make a sale to them at the appropriate time!”. I think people fit into one of three categories I'll call them swim lanes; fast movers, medium movers, and slow movers. I know that's not very technical and I got to come up with better names than that but, the fast number of fast movers are they equate for a very small percent of the population who are ready to buy and ready to buy right now. Then your media movers are typically what people design funnels for. It takes you know, seven to eight touch points through a very specific sequence in order for someone to say, “I'm a prospect! Now I want to be a buyer!” and then you have your slow movers. Who take 180 days or longer before they make a buying decision. So I think, as an e-commerce person or an information person. You need to have systems in place for all three of them! So for the fast movers, let's say a free flash shipping offer I would say that right there mid checkout sequence some will call this a one-time offer some will call this an upsell but, right when they bought their free plus shipping offer right there on the thank you page you're going to say, “Well, hey by the way! If you want, if you like shaker bottles we have this great green shake that I think you would love and you can get it right now for the discount if you choose to purchase today! If not you'll be able to buy it later at full price but, hey this is your opportunity to kind of try this out into discounted price!” So that would be one way to get it, get the fast movers. Then for the media movers you're probably going to have some sort of an email sequence and some sort of content value to add social proof. All these various things that you know better than me Hawk. About how to create a great funnel to be able to again get the media movers and then for the slow movers. You're probably going to put them on some sort of a drip nurture sequence continue to build value over time and when that person is ready to buy they will in fact buy from you. So, I think it's just keeping in mind that some of your money is going to be made immediately some of it is going to be made over the next, you know 7 to 21 days and then some of it is going to be made over the next 6 to 12 months and if you're prepared for all of that. You can know that, if I generate a lead for five dollars but, I know the value of that lead is worth ten or twenty dollars even if I don't make money right away. I still know that, that money's down the pipe and that just takes, you know knowing the lifetime or the short-term value of any client or customer.


 

So I was pulling up here your four “M” facebook formula. What's that, can you share next  is that your webinar? basically is that correct?

 

Nic: Well what's the webinar to make the content of the book actually and so the foundation of it is really that there are four ends in every kind of digital marketing campaign that you want to look at. The first “M” is message and this is under the belief that what you say is actually less important than how you say it and in the social world we are driven by narratives more than we are by logic and so the first thing that I think  anybody needs to know is what is their message, how is it unique in the marketplace and what is the narrative that are leading with in the marketplace of the first M. The second M is the market, so not only do you need to know what you're going to say to the people but, you need to know who they are, where they hang out, what they reside, what categorizes them and I'm talking about going beyond just a regular customer avatar. I'm talking about really deep diving knowing, what are the pain points, what are the things that makes your ideal prospect tick and how do you reach them so that's the second-hand market. Third M is magnet, we've already talked about this a little bit but it's this idea that you do need to give before you ask. It's this idea of what can you throw it into the marketplace, as a starting point to be able to generate leads and put them in  your funnel and then lastly, it's the “M” mechanism. And what the mechanism is some people call this a funnels, some people call it a sales process, whatever it is that you call it. You need to have what I call a predictable profit process. You need to know that if you have a message and you know your market and you're going to put out the magnet there and you're going to spend money to generate leads and bring them into this process. You need to know that you have a process that is in fact designed to take a prospect, turn them into a lead and turn that lead into a customer or client! If you don't have that last piece then none of the rest of it matters and so that is essentially the four “M’s” I believe that everybody who's going to do any sort of marketing online needs to have in place. In order to ensure that the marketing dollars are the most well spent and that ensures that you go well beyond just tactical stuff but, you have higher-level strategy that's designed to make sure that this whole thing works! So those are the four “M’s” they're in it's bite-sized but if you want the entirety of it. You're going to have to get the book.


 

…………..

 

Hawk: That’s powerful so just understanding that one key piece is really important. In terms of how do you end up getting started in facebook ads? Like isn't that you are a teacher? So how did that transition end up happening?

 

Nic: Yeah, totally by mistake to be honest with you. You know I was in the situation where I needed a side hustle to make some money. I was introduced to the internet marketing world and I realized very quickly that the internet marketing world was like Alice in Wonderland's rabbit hole. I mean it was an endless pit of possibility and opportunity some good, some bad, some ugly and I experienced all of it but the long and short of it is, I took a course or a series of courses that essentially said, “Hey you need to create an e-book and sell an online course!” so, I created an e-book and I sold an online course but I was looking for the best ways to sell that like the traffic game. At the point that I got into the space, Google was kind of the 800-pound gorilla AdWords with the place you bought traffic but they just come out with a couple of slaps and they were shutting people down. It scared me frankly so I said, “Well where else can I go to buy traffic?” I think it was the universe! Where I was just in the right place at the right time Facebook Ads had just come out in beta! At the same time, that plenty of fish the dating site released an advertising platform connected to their site so I decided to jump 2 feet in on both and see which one worked better and very quickly did I see Facebook as started to take off and plenty of fish advertising platform just wasn't as strong! so we dove two-three feet into Facebook and again, right place, right time, we got really good really quickly. We had first mover's advantage and the rest as they say is history here we are, a couple of years later as some of the leading kind of Facebook guys around. So it's was a fun journey but totally by mistake. So I wish I could take credit for thinking this through but it's kind of half of the way it is.

 

Hawk: That's awesome so Facebook has changed like drastically, it's does every month. For somebody who's learning Facebook ads or looking to hire somebody. How do you deal with the fact that it does change so rapidly and you've got to learn, you know! Yeah I, I saw it every three months. We have to relearn Facebook. So, how do you guys deal with that? how can the audience too, deal with that?

 

 

Nic: Yeah! So, I think there's two ways. I mean obviously, if you outsource your Facebook ads to an agency you just want to trust that they're staying on top of things and you don't ever have to think about it. I always suggest business owners and entrepreneurs to stay sharp enough to be dangerous. In other words, to know whether or not your agency is performing for you or not. But not to be bombarded with the “my new show” of how to run the ads and all that sort of thing. Unless that's your gig now, if you are on the other hand. Running it yourself and you're the doer and you're the marketer of you business and that's what you choose to do then I think it's super important to be a part of either. If you're buying a program to be a part of a program, that updates their content regularly because, what was good even for six months ago is not good today, Or to be part of masterminds or programs that allow you live interaction so that you can be constantly staying on top of things. Frankly I mean, there's so much information out there easy to get overwhelmed and so what I say not just in the Facebook space but for any entrepreneur who's looking to grow and scale their businesses find someone who emulates and resonates with what you want to do and how and what represents kind of your values. Commit to just saying, “okay I'm going to get really focused here” and then just make sure you stay on top of it but, do it secondhand. Like, you could go and do all the research in the reading and stay on top of it or you can be part of a Facebook group or a mastermind program or some sort of a coaching program. Where they do that all for you and you just got to be plugged in to make sure you're on top of the game but, the short of it is, make sure you do stay on top of things. Like this because you took a course six months ago doesn't mean it's relevant to what you're doing today.

 

Hawk: Awesome and you guys have a course right? What some, is that a whole thing or that you teach the adjusting your master mind? How does that work?

 

Nic: Yeah! So, we actually have a full suite of stuff. We have online courses, we have at this point five or six in total. Some are very, very specific to specific elements of Facebook ads and then our kind of signature program is a program called, “Anatomy” and that's kind of a full soup-to-nuts, top to bottom, how to run Facebook ads! We also have what we call our two-day intensive and this is where you say, really the difference between the course and the intensive. The course is kind of self learning you go online, you learn at your own pace,to kind of implement. The intensive is where we lock you in a room with me and my team and we force you to get the work done right there on the spot. So the big problem is, is you come with whatever you have, you leave with your top of funnel completely done for you or at least pretty darn close by the end of two days. Those are called, “The Art of Lead Generation Implementation Intensive”. We also have what we call the “Council”. Which is kind of a small group of people. Who, it's where if information is not enough and you want access to me, that's what provides that there and of course, we have our agency. So we try to cover the gambit, no matter where you're at in your journey, we try to provide a solution for the right person to help them out that way.

 

Hawk: It's awesome and you mentioned masterminds earlier. What's that? What are some of the masterminds or programs that you found have been pivotal not just, not necessarily the Facebook outside. But, yeah pivot talking him in just growing your business and how does that help you?

 

Nic: Yeah, that's a great question and so originally, my perspective towards masterminds was to go to get great content and very quickly being a part of them did I learn that mastermind is not so much for great content. Although you get them, but on top of that, it's for who you meet, who you connect with and then building some great relationships along the way. So I mean, I know there's a ton of great stuff out there, stuff that I've been personally involved with in one way shape or form have been Joe Walsh's 25k Network. Fantastic, amazing, wonderful people! They're one of my favorite events which is kind of a pseudo mastermind, it's half event experience-based half mastermind, adjacent gay nerds mastermind talks. That is one event that I clear my calendar for every single year and be a part of, for some great networking! One of my great friends, Giovanni Marcy Co, has a mastermind called, “Archangel Academy” that I've been part of since the very beginning. Has been pivotable to us and then from a content standpoint you know digital marketers war room. Has been also a great thing, again there's so many to list but, I would think when you're thinking about what you want to be a part of. Don't necessarily think about “Where am I going to get the greatest content?”. Content is abundant you can get it almost anywhere. But think about where are, you know, the people that I want to emulate. “Where do they hang out? What are they a part of?” and then join masterminds going in with the intention of like, “How can I develop some great lifelong relationships and friendships” that way and then based on that you know some great and amazing things can come from it.

 

Hawk: That's, it's very, very true! Yeah, go, go in for that.  Yeah, I think we did the same thing we joined a bunch of masterminds and then it was all the people and the friendship who helped us out. Awesome! So, what are some of the, what are some of the things that you guys have on the horizon. I mean, just in the book. I'm sure that's going to lead into all sorts of those things or at least you guys as. So what are some of those ideas or things that you guys are finding?

 

Nic: Yeah! That's a great question, I mean I'm all about making what we have all that much more better. I I've kind of learned to tame the entrepreneurial adv that I had a few years ago. Where I kind of chase all the next things and I try to just make what do we have and help you make it even better. So we have a fantastic agency right now, it's very boutique, we work with twelve clients at any given time and we're always just looking to up the ante about, “How we provide better results, more specifically and more importantly how to provide better service to the people that we work with.”. So that's something that we're constantly working on. Our flagship kind of magnum opus is our “Art of Lead Generation Intensives” and we’re constantly everyone is different from the last. Because, we're constantly evolving it, to make it a better experience for our people and better content and better results and so on the short term. You know we've written the book, we're always going to be producing top-of-the-line, cutting-edge courses and materials as new needs arise. We're always looking to work with better people and provide better results, on our agency’s side and always we're going to make our intensive kind of an overall better experience for everybody involved. Outside of that, I have been doing a lot more speaking lately. Which is being amazing taking me around the world. Traveling and talking to some amazing people, making some great people but, outside of that really that's where our focus is. Until you know something shifts and some new opportunity comes our way that looks like it's just a great fit for what we do.

 

Hawk: Pretty cool! So, what are some of the key components that you guys are developing. Actually, I love to know before again that, what did the book like, how did that journey. What was the experience for you guys because I know that there was a lot of things that you guys got on. The Wall Street Journal which was a part of your goal right? The journey, what was the the mindset behind that?

 

Nic: Yeah, you know what? To be honest with that, I didn't entirely know.  I think part of it was ego driven because, everybody says you need to write a book and I think it's cool. To have a book that has your name on it and all of a sudden you're like, “Wow! I'm a published author” so this has kind of part of that! To be a to be honest with you, part of it was to be able to reach a greater audience. I know that right now a lot of people love to read books and so I knew that there was a whole ton of people that I couldn't reach unless I wrote one. In fact just the other day, I got screenshots from someone reading this book in Cambodia. A marketing director in Cambodia was reading this book. I also got another image of someone who's reading this book on the airplane and the person beside them say, “Hey I know Nicolas! I just saw him speak out of this event in Florida” and so two people kind of interacting. So I realized that there's amazing potential that books can do that webinars might not be able to or that consulting might not be able to or agency work. So that was kind of the thought behind. It is (A) How can we just produce a great piece of content in a way that I think and kind of changed people's lives and get information out to them that they normally wouldn't be able to get access to. So that was one thing and then the journey of writing it! So originally I thought I was going to write the entire thing myself, locked in a room and make that happen that wasn't the case. I just didn't have the discipline of the capabilities to do that. So, I ended up working with an organization from a good friend of mine named Tucker Max. He has an organization called “Book in a Box”. Which really, is a great business to help people like me, who have all the content in the world but just need to be able to put it in writing in a way that makes sense so that was about an eight months journey to do that. All the publishing, the writing, the graphics, of all that formatting and then when you think it's all over. So you have the book! It sits in your hand and you're like, “Whoo I'm finally done!” then you realize, there's a whole other mountain to climb and that's getting the book out there and marketing it and getting people to consume it and all that sort of stuff! So that began a whole journey of marketing and how do you market a book and one of our goals was get on the Wall Street Journal list and to get the book out a thousands, thousands of people and that was a journey in and of itself probably too long for this conversation here but, just know anybody's interested in writing a book that, (A) find the best way to write it that works the best for you and that's only half the battle the second part of the battle is and how do you market this book in a way that you can get it into the most hands as possible and know your goals! One of our goals was to hit a list which was important to us. Another goal was to get this into the hands of people who never knew who I was and into industries of people who are not familiar with me and that I think is being accomplished. Some of it was to get me on more stages for speaking and that has happened as wel.l So I think it's important to liking everything know the goal before you begin. Then when you begin, keep that goal in mind throughout the rest of the journey and as you do that. Then you will start to see those goals become kind of faster.

 

Hawk: That is, that's good so setting up those goals and I know you mentioned that you guys are about to do a free clicking offer yourself with with the book. So where, how's that? How's like, coming about being you guys in that?

 

Nic: Yeah, it's a great question! So you know there's a bunch of ways you could sell books! Originally because we wanted to get on the Wall Street Journal list. It started as a Kindle only offer that's just because Wall Street only records, you know, Kindle vs. Kindle and paperback together and we just didn't want to cause any confusion. So we started as Kindle only gotten via Kindle and then one of my big promises was, “If you buy the Kindle version you're going to get the softcover for free!”. I did just cover the shipping. So originally it started for only the people who bought the Kindle will get a free version of this if they'll just cover shipping but then, I realized and this is one thing we learned. (A) Not everybody owns a Kindle and (B) A lot of people actually don't like to read books digitally. They like the flesh-and-blood, they like holding it in their hands and so, we decided to open it up to everybody and rather than charging people for the book! The goal was never to make money a hundred percent, of all the proceeds from the book did in fact, go to charity water. So they were being donated to a charity and that will continue to be the case for Kingdom Come. So the goal is never to make money and that's why now we have a free plus shipping offer and this that's where (A) if you want the book I'd love to give it to you if you just cover our hard cost to get that to you and then “two” of course and this is full transparency all free plus shipping offers have another offer attached to it. So when this book goes out for those who are interested, the book will go out and then will let you know of a couple of courses and a couple of programs. That are available to you and we'll offer them to you at discount! I think that's fair, so that's kind of where we're moving with the book you know starting now moving forward.

 

Hawk: Awesome! So just out of curiosity, you guys what platform are you guys using to build the free plus shipping offer?

 

Nic: Yeah, so free plus shipping will be on our good friend Russell Brunson ClickFunnels! We do like it! We obviously, a lot of people are using it and they have a great platform there. So that's where the whole thing is going to be built out on.

 

Hawk: Awesome, that is. I love ClickFunnels, I mean all of it! Just out of curiosity. So I knew a lot of, I go and I like to find every single page. That our interview like when I'm going to interview like I go find every single page. Why do you still use leadpages?

 

Nic: Yeah that's a great question and the answer is and I don't want to hurt anybody's feelings because I'm friends with the people who run that business. That's where we started and frankly it was a decision of being lazy. We, there was a was a platform that we were used to, our team was used to, everybody was used to it. So we built everything there and then we just didn' change it. I had owned a ClickFunnels account for some time just never used the darn thing. But, now that anything new that we're starting to build, we're starting the transition over to clickfunnel. Not that we necessarily think it's better, although in many cases it is. But. yeah, it just come time where any new thing that we are developing, will be built on that platform and all of our old stuff. Just for the sake of keeping ease, will stay on the old leadpages account but any new thing that we're building out will be on clickfunnels, yeah.

 

Hawk: Cool. there you go. So, um do you guys have in store? Do you have the plans of, what those upsells are going to be here? Is that still a trade secret?

 

Nic: No! Not a trade secret. I mean, so here, here's the reality we've gotten hundreds of positive five-star reviews for the book. I've gotten two three-star reviews and those bug me but, when I went to read them. Here was the number one critique about the book they said it was amazing but, what it was lacking was technical tactical advice and the truth is of course it was. Because if I put technical tactical advice in the book. The moment it was published, it would have been outdated. We already talked about this. Anytime you talk about specific tactical stuff. Facebook is so constantly changing that it would have been outdated. So I left this book to be completely higher-level strategy and I left all the tactical technical stuff to our programs and so because of that three star reviews are people are like, “Well, what was the technical tactical stuff? I want to know what buttons to push in Facebook and how to make that all up!”. We have a great program called “Anatomy Essentials”. Anatomy Essentials is literally the A to Z. The only things you need to know if you're getting started on Facebook to show you the exact buttons to push and how to setup your ads and getting familiar with the Facebook Ads manager and power editor. That's exactly what it is, so that will be the initial offer it will be Anatomy Essentials at a discount for anybody who wants to learn the technical tactical side and there'll be one up on top of that for the upgrade to the full Anatomy program. So essentials is, how to run the technical tactical side, the full Anatomy program teaches people, beyond the essentials, beyond just technical tactical stuff and actually getting into some strategy and so between the two. For those who want the technical tactical stuff they'll be an offer there, so those who want the full kind of blown thing there'll be an offer there and that's probably where we're going to go on the back end of the free plus shipping offer.

 

Hawk: Ok awesome and you guys have a bump order it or is that the essentials course is that the bump order?

 

Nic: Yeah so the essentials is bump and then on top of that the upsell to that will be the full program for those that make sense too.

 

 

Hawk: Ok, cool. So, anybody bump order is the little box at the bottom and that allows you to maximize profits and give the second piece. So if you're offering a strategy in this case its ethics. So just to make sure that we don't lose anybody on that. The technical terms, awesome! so you guys have rocked it. In your book itself what's like one thing if they were to open the book what we have strategy that you'd recommend that they go to and I love that you went and you made it so bite-sized. Like you can read it in a couple of days. Yeah, my wife read it really, really quickly! Actually, yeah, awesome! So what would be one of those strategies that they could implement if you could expand on that too?

 

Nic: Yeah, so what strategy I really like, I mean because so the basic premise of the book is give before you take or ask. That's why we call it “GIVE”. It's the idea that on social you need to be thinking about how you can give something first to start a relationship, to start a conversation, to get someone in the funnel and to work out the rest of the process that way. It doesn't work on every platform but definitely social platforms specifically Facebook. That is the way to go rather than a direct sell. So then, the second question comes. Well, what do in fact I give? If I am going to give something what do I give? And then the third question is how do I structure that give in such a way that really helps someone? So I think the greatest take away that I could provide here is one of the sections of the book talks about that and it's a principle that I call “SAGE” S.A.G.E.. When you're thinking about what it is that you're going to give somebody I believe it should meet the S.A.G.E. kind of format or principles S stands for “short” I like four to seven minutes consumption time. If you're going to give someone something and especially if this the person doesn't know you. I think we can ask two things from people we can ask for their money or we can ask for their time and I believe time may even be more valuable than the money ask. So to come out straight out of the gate and say, “Hey give me a full day of your time and attend one of my seminars or hey give me  90 minutes of your time and attend one of our webinars”. I think those are good ask, but I think it might be sometime too much. So, I think the initial ask of someone that we ask has to be short “S” and should be about four to seven minutes consumption time. Usually that falls into the Department of a downloadable PDF for example. A 1 to 3 page downloadable PDF. Very highly implementable something that they can consume and implement in very short order so that's the “S”. Now “A” stands for “action-oriented” or “applicable”. I don't think anybody wants any more information, I mean Google is the world of information right now, you can find out anything you want, about anybody, about anything in a matter of a few keystrokes. What I think is far more valuable than information is. What I would call “insight”. Now insight is what do I do with information so I can get a very specific desired outcome. So, whatever it is that you're giving somebody has to be more than. Like “hey did you know XYZ?” it says, “hey here's how to use XYZ” to get a very, very specific result. So the “A” stands for applicable or action-oriented as a “G” stands for “goal-oriented”. So what I mean by that is typically if somebody's coming to you, they're coming to you on route of accomplishing a very specific goal they're at Point A they're looking to get to point Z and they're looking for help along that journey. So I would think that, the thing that you give away needs to in fact, get them one step closer to that goal. So if their goal is weight loss, how can you provide a certain tactic that's going to get them a little bit closer to that goal? If it's how to build a funnel? If it's how to write a Facebook ad? Whatever it be you want to provide, something that's going to help them take one step closer to their goal. And then lastly, S.A.G.E. “E” stands for “easy”. Easy enough for a newbie to apply. I think in the world of marketing or advancement or personal development. Everybody's making everything just so bloody complicated! If you can provide something that super easy to do, super easy to understand. I hope that you know that's one of the greatest feedback that we've gotten from the book is people saying, “Hey it's just you simplify things that was one of the goals that we wanted to accomplish!”. So, yeah! Great tactic that I would suggest everybody look into, is a think about, “What it is that you could give to your marketplace in order to start that conversation?” and whatever it is that is. Make sure that it's S.A.G.E.. S.A.G.E.; short, applicable, goal-oriented and easy. And you'll be well on your way to starting to generate some leads and putting people into the top of your funnel.

 

Hawk: That is so awesome I, I absolutely love the the second one so, A. I see this time and time and time again people do not want more information they want to learn how to master and be able to actually implement. So, how can somebody and there's, there so many courses out there, so much out there. Can you point more on that key component like how can somebody go in and teach or add that type of value in a short 3 to 5 min or short you know 4 to 7 minutes.

 

Nic: Yeah, absolutely! So, I think rather than even thinking about teaching. It’s what is a tool you could give them to get them to do so. Here's a great example, I mean one of the lead magnets that we put out there is, what I call the the perfect Ad tech play. So I could spend 90 minutes teaching someone how to write a great Ad and I think that would be great information or what I decided to do is give you or give the person the exact 10 steps that I use every single time. I write an Ad, it's literally a one-page template that says every Ad should start with blank. Then it should have this, then it should have this, this is what your image should look like. This is what, this should say and you literally hand that to a person and say, “Don't think, don't learn, just do!” and I think that's where the insight comes into place because, you're right this tons of courses that people can take and some take time to do and I'm not docking courses. I think information is great but where people get the most paralyzed “How do I apply this information” So if you could, if you could give someone the tool. If I was, you know teaching people about landing landing pages. I could teach them how to write a great landing page or I could just give them a template! To change the words on. If I was teaching people how to have a great sales conversation on the phone or I could give them the script. So that's what I would think is if you're thinking about, “How to do this?”. You want to think of a tool or some sort of a resource guide or something that some can literally take and implement immediately. So that they're not asking what more can I learn but, you're just giving them the ability to implement. Whether whatever it is, that they probably know how to do or want to know how to do in the first place.

 

Hawk: That is awesome! I am actually have your attendance that looks pretty tough. Pretty cool, (coughs) excuse me. So in terms of, one second. I'm trying to try not to cough on here. So what, what are you, what are some of the other like in a specific industry. If we go to e-commerce and info products can you give an example of something that in, in each of those industries they need to seem that might work?

 

Nic: Yeah, so uh great examples and all actually in fact, let me use one of my own. We talked about the perfect guide template. Which I think is a great first example! The other one is you know and, and, I think this is important. A couple years ago I was looking at what was happening in the marketplace. When I looked at what was happening in the marketplace, one of the greatest problems that needed to be solved was people were losing their Ad accounts on facebook and so I said, “Well I could do this whole 90 minute webinar teaching people you know what you need to to avoid getting your ad account shut down or why don't I just provide a checklist of the exact things you need to watch out for before you ever launch an ad campaign to prevent yourself from getting your ad account shut down.”. So I went ahead, I created this checklist. I believe it's about three pages long, I called it Facebook pocalypse and we literally put it out there and there's been tens of thousands of downloads of this thing and this one simple three-page PDF has led to God! I mean conservatively half a million dollars in sales. Just by that, knowing the marketplace knowing a problem that they needed solved and then providing a very simple three-page actionable checklist. That's going to get them to kind of a follow through on that. So that would be a simple example of understanding where the market is, at understanding a real pain point that is being uncovered in the current marketplace and then providing a very simple solution to be able to overcome that you put those three things together and together and all of a sudden you see some great results does that make sense?

 

Hawk: Yeah, yeah that definitely makes sense. So I was pulling up here your four “M” facebook formula. What's that, can you share next  is that your webinar? basically is that correct?

 

Nic: Well what's the webinar to make the content of the book actually and so the foundation of it is really that there are four ends in every kind of digital marketing campaign that you want to look at. The first “M” is message and this is under the belief that what you say is actually less important than how you say it and in the social world we are driven by narratives more than we are by logic and so the first thing that I think  anybody needs to know is what is their message, how is it unique in the marketplace and what is the narrative that are leading with in the marketplace of the first M. The second M is the market, so not only do you need to know what you're going to say to the people but, you need to know who they are, where they hang out, what they reside, what categorizes them and I'm talking about going beyond just a regular customer avatar. I'm talking about really deep diving knowing, what are the pain points, what are the things that makes your ideal prospect tick and how do you reach them so that's the second-hand market. Third M is magnet, we've already talked about this a little bit but it's this idea that you do need to give before you ask. It's this idea of what can you throw it into the marketplace, as a starting point to be able to generate leads and put them in  your funnel and then lastly, it's the “M” mechanism. And what the mechanism is some people call this a funnels, some people call it a sales process, whatever it is that you call it. You need to have what I call a predictable profit process. You need to know that if you have a message and you know your market and you're going to put out the magnet there and you're going to spend money to generate leads and bring them into this process. You need to know that you have a process that is in fact designed to take a prospect, turn them into a lead and turn that lead into a customer or client! If you don't have that last piece then none of the rest of it matters and so that is essentially the four “M’s” I believe that everybody who's going to do any sort of marketing online needs to have in place. In order to ensure that the marketing dollars are the most well spent and that ensures that you go well beyond just tactical stuff but, you have higher-level strategy that's designed to make sure that this whole thing works! So those are the four “M’s” they're in it's bite-sized but if you want the entirety of it. You're going to have to get the book.

 

Hawk: Awesome man and so I'm, that. Those are powerful and I definitely agree! If you do not have the well, the first three are essential but, if you don't have a way to profit or maximize on it. It doesn't matter we have a slightly, we have a different formula web but it's just the same essentials and if you don't know. Who you're making, you don't know the impact, you don't know who you're making that impact on. So your message, your market, you don't have the vision to share with them, then the rest of it doesn't matter! So it's those key. All right we are, we're kind of kind of close to the end here. You know I always like to find out, you know if you were to leave the audience with one thing that they can implement and do today. What would that one thing be?

 

Nic: I would want people to walk away with the idea of understanding that our role as marketers in a social world is to be authentic and transparent and so I would want people to say, rather than, “how can I sell the most in my marketplace?” that's naturally going to come and don't get me wrong. I'm full capitalist. I'm, is the reason I'm in business but, I think you will generate more sales by understanding the two golden rules of marketing. Golden rule number one is, you must give before you ask. If you can think about, “How can I be the best value contributing member of my community? How can I provide value to my industry in a way that nobody else is? How can I out give my competitors?” you're going to fulfill rule number one and it's going to really set the stage for some massive sales. And rule number two is, every step of the marketing process should be valuable in and of itself. So that means, that every step that I throw something out there and frankly, I hope people listening and watching and reading this or is getting some great value. Whether or not someone chooses to do business with me short or long term. It is my goal, always that someone would leave an experience with me saying, “I've learned something or I can apply something.”. Again, whether or not they choose to do business and if you can go into it with that mindset as well. I think your business is going to skyrocket! So the big takeaway, then is really what can I give to my marketplace today, that's going to establish me as a leader, that's going to build credibility and authority, that's going to have people like. know-like and trust me even better! So that we can start this marketing journey and get people to see me as an authority and to put people top a funnel so that the rest of the process can do itself. If everyone can do that, I think not only we generate more sales but I think we're just going to live in a less douchey put a world of internet marketing and people are going to kind of be gravitated to you a lot more that way! So that would be my take away.

 

Hawk: Awesome and you mentioned one thing that comes up at least for for our clients and for people who watch our webinar is the credibility piece. Being the credible expert, being the master in your thing. What's the one thing like we see this all the time it's like people are saying, “oh I'm not the expert, I have all this experience ,I have all this knowledge but somebody else is more of an expert than me”. Those I'm gonna be like if you're you're the god of Facebook ads because you've been doing this since Facebook was invented. Facebook ads was invented but it's like yeah! But if you if you're leading your marketplace. How did you know, I just, can you expand on that a little bit because I see this as a common thread for entrepreneurs who are hitting their own black feelings are creating so?

 

Nic: Yeah I think the biggest thing is redefining the term expert. So what I mean by that is, an expert defined to a prospect is someone who's simply ahead of where they are at. So it doesn't mean you have to be the foremost expert in the world, that has the most knowledge of the most experience that exists on the planet. If you can eventually get there great but, I don't want that to stop anybody from moving forward. I think an expert is simply defined as; are you one, two, three, five steps ahead of the person that you're trying to help? If the answer is yes! Then you are a leading expert to them and there's always going to be people who are smarter than you in certain case but always people who are not going to know as much as you and so as an entrepreneur who wants to be an expert. I would just say, “Okay what experience and knowledge do I have? and how can that help someone who doesn't have that experience and knowledge?” and right there you will realize that there are hundreds of thousands, if not millions of people who fit into the category of they have less experience and less kind of understanding than you do! In which case you become the foremost expert and if you could focus on simply providing value in helping people. That is your fastest path to getting expert authority in your marketplace.

 

Nic: Perfect love it. Well thank you guys for watching and thank you Nicholas for sharing your wisdom and insights it's been a pleasure to have one.

 

Nic: Okay the pleasure was all mine! Thanks for letting me hang with you I appreciate it.

 

Hawk: Welcome! All right guys that is a interview, our interview with Nicholas Kushmich. Facebook Ads genius and just absolute pleasure to have them on you guys. Want more interviews like this and joining? Subscribe to Funnel Magazine go to: funnel magazine.com/subscribe and you'll be able to get a special invitation when you get your magazine today. We're going to give you access to a couple of interviews and a couple of extra key things that are only available when you get it today! So, thanks guys for watching and it's been a pleasure.

 

 

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