Pixel Perfect

Peter Szabo      Sunday, May 14, 2017

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“My mission is to travel the world. To meet, teach and inspire people. To do the impossible and show that it IS possible.”



I'm a young kid from Slovakia and I've been doing internet marketing for the last 7 years. Ever since I was 11. I started my business career with many different things. My family invested a lot of money into an e-loan company that just didn't work out.

Back then, we took out multiple loans, we dried up all our savings accounts, and we pretty much put all our money into this small company... and we went broke. The national average back home in Slovakia is maybe like 500 bucks a month. That is kind of tough. But after that failed investment, it got even tougher...

I couldn't afford a pair of running shoes for 50 bucks, bread and butter all day, no vacations. Plus, I was kind of pissed because I believe that when you drop from a certain level -- could just as well be from millionaire to making six figures -- that becomes uncomfortable. It doesn't matter where you dropped from. It's more about that feeling that you used to be up the air but now you're down here. Very uncomfortable and it doesn't feel good. That propelled me to change.

Back then I didn't speak English and that just drove me to study and learn some English, and to learn Google, and essentially how to make money online. That's kind of how my journey started. So, I'm making some pennies... like two, three cents a day. It took me months to make my first dollar.

At that time it was quite discouraging. Everybody was pretty much laughing at me including classmates scoffing at me for working hard to make so little money. Bending over to pick it up from the streets. I tried different things and I failed, but I tried again. Eventually, I starting making $10 a day, then $100 a day, and now it's a pretty solid business, you know, with eight employees. We manage a bunch of ads. So, it turned out pretty well. Hard work pays off.

I built my very first funnel when I was about 13, and I ended up selling something like 1,000 copies in 7 days. I think I collected around $14,000. Some portion of that, maybe five or six grand was profit.

Some people like playing the four hour work week and all that stuff. I don't believe in that. I'm pretty much doing this full time 24/7.

Funnels are what convert strangers into customers, clicks into clients. If you just send somebody to a page that says "Buy", chances are it's not going to work. People need to go through a sequence. Emotion is what creates emotion. So that sequence is designed to make them feel something. Some kind of pain when they look into the future. And we make sure there's some pleasure and opportunity on the other side. Whatever you want to call it.

 

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With a specific funnel format, or specific sales letter format, you can put people through the sequence and get them to take the desired action. Which could be a purchase, or could be an opt in or other form of lead. At the end, obviously, you’ve got something to make money.

I'm still living in Slovakia. I like to travel every two months or so. People ask whether it's business or a pleasure and I usually say it's both. Usually there's an intention behind my travel. There's some mastermind happening, or a seminar, or just meeting up with friends. The end result is forming connections. I believe connections are number one. Just networking with people, getting to know different types of people, and finding mentors.

If there's only one thing I could share that's going to shortcut your way to success -- even though we dislike the word shortcut because you gotta put in the work -- it’s to connect with somebody who's been there, done that; and can show you the way.

One of my role models is Tony Robbins. If you hear his story, it’s just insane how much adversity he went through. Just listen to his stories. He went through some stuff that’s mind-boggling. Even I would have given up when faced with so much adversity. It inspires me how he faced the obstacles, how he fixed the problems. So I have like, six or seven mentors by now. I put a lot of money into coaching and mentorship, and I believe it was worth it.

When it comes to Facebook ads, I like to share two things. Ads alone are probably only 10-20% of the equation. Lots of people come to me thinking they have a traffic problem when it’s actually not the case.

People come to me with an offer that's not converting well, or not well enough. Or it could be a sales funnel issue. A lot of the time, people come to me expecting me to just provide more traffic. But then we get on the phone and we don't talk about traffic at all. We talk about sales funnels because they had major leakage in their funnel. So that is one thing.

Part of the equation, the bigger part, is the underlying factors: the USP, the niche, the offers, the psychology, all that good stuff. It's a mutual commitment. It comes down to myself, obviously, as the service provider, but it also matters what kind of clients I work with. If you bring me a client who is already making decent money-- they are profitable, they have a sales funnel that converts -- chances are I can go in there and spend a little time and add 50 or 100% to their revenue. I’ve done it many times in the past. I've doubled even tripled revenues for businesses in a matter of days or a few weeks.

I'm not saying this to brag. I'm just trying to make the point that as soon as you're successful, and you've got a base making 20, 50, 100 grand a month, then it is super easy to scale. Because if you look at the whole picture, it’s there in the numbers and the ratios.

If you look at the numbers and can make the right tweak, you can literally double or even triple your revenue. Take my own business, for example. In the past, I spent $90 per high ticket application and I noticed that not a lot of visitors were going from my application page to my booking page. So I needed to change it up. I gave it a new look and feel. I also presented the questions one at a time to leverage the psychological principle of consistency. People like to be consistent.

 

 

I present the questions in a specific way too. I started with no-friction questions with yes or no answers and worked my way up to the tougher questions. Literally overnight, at least three times as many people were completing the process. My cost dropped from $90 to $30 which, as you can imagine, is kind of a big deal in a high-tech industry.

It may not be the case, but chances are you’ve been trying to figure it all out on your own. I believe there are a couple of key guidelines or principles you should follow. Number one: I would figure out what your area of genius is. What is the number one thing that you do, that you're really good, that the market wants? That is the one thing that you should not outsource.

Then you figure out all the things that you should outsource. Such as Facebook ads. If you’re not also world class at that then you should probably outsource it to somebody who understands it better and can do a better job. Or maybe it’s sales. If you're not a born salesperson, then outsource it. I'm not a sales person. I can sell, but I don't necessarily want to do it. So I hired a sales team of four.

I don't think there's necessarily one or two ninja tricks that will make all the difference. Sure, there are small tricks you can use that may make a dramatic difference. But it really comes down to knowing your numbers, even the little numbers, and knowing what they represent, and how they affect the overall picture.

If you look at your entire funnel and at all the metrics you track -- and we see that your CTR is low or cost per click is extremely high, then you understand you need to work on your ad. That may mean changing the image or some other tweak, but just focus on that one metric. Make it a little bit better. That alone can change your entire business.

Or maybe you see that people are simply not booking a call or not buying. Focus on that one piece of the puzzle and keep tweaking it. Keep testing. Eventually you’re going to find something better. A relatively small increase from a 0.2 CTR to a 0.4 CTR can slash costs in half.

What I'm saying may be cool, but it still comes down to the fundamentals. Our brain feeds off complexity. We want to find advanced tactics. What is the advanced thing that I can do? But what I noticed is that a lot of people's businesses are fundamentally flawed. They don't know their numbers.

If you ask around, ask people “how much are you paying to attain a new customer?”, a lot of them don't know the answer. Literally, I just signed a client who’s making around 400 grand a month and he has no idea how much he's paying for a new customer. Even big businessmen sometimes don't know their numbers. Or this other client who said that a year back he could spend $1 on Facebook and easily get $10 back. So he was spending thousands of dollars per day. Then Facebook changed its algorithm and made things a bit more competitive.

More people are signing up. I think last year there were 4 million advertisers. In just one year I think it doubled to 8 million, right? So the competition went up. So I would say sure, there are advanced tactics you can use to double your business once you’re at the right stage. But I still believe that -- even if you're making a bunch of money now -- most of the money still lives in the fundamentals, because a lot of people mess it up.

Just keep testing. I don't think there's one answer that fits all. There are so many variables. What's your marketing message? What industry are you in? What kind of funnel are you using? And if it doesn't work anymore, reach out to somebody who has the answers. Reach out to somebody who's doing it. Maybe hire them for an hour just to get their insight and get you back on track.

CPM stands for cost per mille, cost per 1000 impressions. The more specific you are in defining your audience, the more it will cost to reach those people. It's a very thin line. It's like a double-edged sword if you like.

So, generally speaking, whenever I launch a campaign, I layer two audiences. That could be weight loss and beauty, for example. Those two together. That way I can reach a decent size audience, maybe a couple hundred thousand people and just see what happens.

My recommendation is to have a lot of audiences. Ten, 20, 50 audiences at $5 each per day. Because you never know. There's no way to predict which audience is going to be the winner, and at the same time pixel seasoning is huge. I don't know if we have the time to go that deep but getting the pixel seasoning is gigantic.

Facebook is an extremely smart, tough firm. They do all the heavy lifting behind the scenes. If you are tracking conversions and you let the pixel get seasoned, that alone can do all the heavy lifting for you in terms of targeting.

If they get seasoned enough, you can literally target the whole United States without specifying any audience interests. If the pixel gets “smart enough” to actually target people that are likely to complete the same action then you could target the entire country and your CPM is going to be tiny because you've got an extremely broad audience... yet your pixel is going to target the right people.

So, at the end of the day you're going to get quality traffic and make your sales at a very low cost. But you have to build your app to that point, which is something a lot of people don't understand.

To explain the pixel super quickly... You put the pixel on your site, and then you're going to essentially create a custom conversion for the "Thank you" page. The thank you page might be after they opt in or after they purchase something, but essentially people are going to be landing on that page; and as soon as they land, the pixel’s going to fire.

So the more people that land there, the more data the pixel is going to have. Essentially, it's going to be able to find people who match the people that landed on that thank you page. Eventually, Facebook is going to know who is likely to complete the same action, and now they can go out there and target those people with your ad.

 

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It's kind of like a paradox for people that are just starting out, right? They don't have a funnel, or maybe they just built one. They don't necessarily have a big budget and so it’s kind of a paradox because those are the people that are going to need to spend the most amount of money to get the pixels seasoned.

That's why I'm saying if somebody comes to me who’s already making a bunch of money - they’ve got pixels seasoned, they’ve got custom audiences as a lookalike - it’s very easy for me to double their business in most cases. They have the resources, and the pixels. It’s kind of their unfair advantage, but they had to start from scratch too and build it up.

I can be sure of two things. The first thing would be really focusing on seasoning the pixel. The pixel alone, if you are feeding it enough, is going to make your life so much easier. It is going to make you so much money but you have to spend a bunch of money to season the pixel. So that would be one thing.

The second thing is that Facebook recently rolled out worldwide targeting options.  So one of the tweaks that we can do is target worldwide, or pay for the top 30-50 GDP countries.  We make sure the populations speak English and in some cases we have seen cost reduced by 500%. Conversion drops by 5$ but if you do the math that is still a very good deal.

You can Google this.  You can just Google “top 50 GDP countries” and you are going to see wonderful countries like Singapore where I am incorporated and have my bank account. I was like, “70% of the country (if I’m correct, don't quote me on this) are millionaires. And there is Dubai too. These countries are untapped.”

Everybody is advertising in the United States. But you can reach Dubai, which is a super lucrative market where people have the money, and it is not as expensive as the States.  These countries are just the few examples. You’ve got Germany, Luxembourg, and more.  These places are untapped, easy to market to, and cheap, but they still buy.

I'll be completely transparent. Facebook ads is something I'm really good at. I looked at all the stuff that I've done, this was maybe two years ago, and I decided to niche down and focus on Facebook ads because that's what I was really good at. And I like doing it quite a bit. But at the end of the day, when I die and I'm looking down at my tombstone, I don't want to see “business man” on there. I think I'm so much more and I want to give back to the world. If I could see maybe “inspiration” on there, something of that nature, that's what I’d like to become.

As much as I like Facebook ads and I think I'm pretty good at it, it is not the end destination. I'm not necessarily going to be a Facebook marketing specialist until I die. I think it's more like a transition to build up my network, my influence, and then really funnel that into a greater cause.

Everybody tells you that if you help people and focus on giving value then everything else will take care of itself. And I do believe in that concept, but I was blinded by a story, or a limiting belief.

I mentioned that just half a year ago I was making a quarter of what I'm making now. The reason is that subconsciously I was seeking income. I was in a mastermind when I figured out that I had a deep unresolved issue about my dad. For a long time, I've been trying to make more money to get his approval. To get his love. So even though I knew intellectually that I should focus on helping people, subconsciously I was driven by this need to make more money so that I'm a somebody in my dad’s eyes.

I realized that because of that I made poor decisions. I insulted people that I should not insult. And I noticed that people were not buying because they feel that intention. It wasn't my intention consciously but it’s what was down there in my subconscious. When I discovered this, I just cried for two solid hours and then fled back home.

It took me two days to gather the courage to talk to my dad about it. Talk for an hour, cry for an hour.

What I discovered is that my dad had a much tougher childhood. Then everything made sense and this boulder just lifted off my shoulders. In one month, I literally quadrupled my income because I was finally able to focus on impact rather than income!

Generally speaking, people are more cautious than ever before, especially in our industry -- our marketing world, coaches, consultants, whatever you want to call it. People are more skeptical than ever before. Chances are they’ve been scammed by somebody; they've been burned by somebody before.

So I believe that nowadays trusting, knowing, and liking somebody is bigger than ever before, and the way you achieve that is by being real. It’s by being vulnerable and sharing stuff that maybe is not that beautiful on the outside.

When I was finally able to embody this principle, not only think about it but actually embody and believe it with my whole being, then I started getting on sales calls with the intention of actually helping people out. I remember I was literally on a sales call and I'm like, ''Hey, dude, all I want is to help you, free of charge. Let me give you some free tips.'' And the guy responded, ''No, no, no, I want to pay you.''

 

 

Out of nowhere, people started buying stuff because, I believe, they feel your intention. You can talk about it as much as you want, but it’s not until you really let go of the bullshit that's holding you back and embody this principle fully that things start to happen.

You have to keep in mind that everything happens for a reason.

Sometimes people see fakers making unrealistic claims. Positioning themselves by posting certain types of pictures, or talking about how they made a hundred grand this month when in reality they probably sold a $1000 per month package to eight different people. They claim the whole year’s income in one month.

It’s “kind of” true and so I think there's two sides to the story. There are some people that are doing this sort of thing because they need to. I mean, if you're starving, you have to take care of your kids. If there's no roof over your head, you're going to do whatever it takes to make some money.

I've seen some of these cases firsthand. I've seen people steal my bestselling Amazon ebook and just copy and paste the content. They claim they are making a hundred grand a month, when the reality is nowhere close, but they felt they had to do it because they were broke and needed to put food on the table.

So part of me understands it. I think all of us go through hard times. I'm not a saint. Nobody's a saint. You have to learn either from your own lessons or somebody else’s.

I learned a major lesson from one of my past mentors. I'm not going to mention any names but I heard this pretty crazy story from a hire of mine who used to work with this person. My mentor was selling a pretty high end package for ten grand. At one point, something like 100 people joined a private Facebook group against this guy and they all wanted to sue him. They all wanted to get a refund or a chargeback and the head guy in the group was coaching them how to go about it. If you do the math, 100 times ten grand is a million bucks. That's pretty big deal!

The lesson I learned is that it’s only one part of the puzzle to sell people. A lot of people in the high ticket space or the internet marketing space talk about “sell, sell, hard sell people”. That’s fine. That's part of the business. But they forget about delivering!

You make a promise to deliver something. That past mentor is an example of not living up to that promise. I don't think the support they provided was enough... and I suspect 100 people would agree with me. They ran into huge troubles from that mistake and that was the learning lesson. Sure, you can make this company big, you can scale it, but you have to deliver to keep that money.

That is one of the reasons I'm up-scaling by operations so rapidly. I want to make sure that before I scale, I can actually deliver properly. I'm working on training my team and being ready for that scenario so I don’t make the same mistake he made. I could double or triple my number of clients but I don't do it on purpose. I don't have the capacity to handle that many clients right now. So behind the scenes, I'm working hard on expanding my team by getting more Ad managers, account managers, and assistants.

When the time comes and I pull the trigger, we will be able to serve those people at a very high level. To deliver on our promise. There's no point in selling people and making a bunch of money only to have a bunch of unsatisfied customers. You may make money in the short run, but I'm in it for the long run. I don’t just want to grow this business. I want to sustain it and keep it.

I feel like we all hit a plateau, and then it's about sticking to your guns. What works for me and what doesn't work for me? I know now that there are specific routines that I can follow and if I do them I'm going to get back on track. I'm going to get into an awesome state and then I can build that momentum. I also know what things I need to do to maintain that momentum.

One of the things I've struggled with, for years, is following through. Many things (well, pretty much everything) require that you not only begin the thing, but follow through and persist until you get the result. That’s why I recently hired a life coach. I said, "There's only so much I can do by myself. I need a little bit of help.”

I think mentors and coaches are extremely important. They help keep things simple. I think maybe the biggest thing they provide, even more than new ideas and insight, is just accountability. I think a lot of us know what we should do, but we simply don't do it. Having that kick in the ass alone can transform somebody's life.

I would love to say that I read a lot of books. Lately, I've just been pure implementation. I'm just cranking out work, working and failing forward. But if I think back to books that impacted me, it was Money, Master the Game by Tony Robbins. Another one was by Neville Goddard, a compilation of all sorts of his metaphysical books. I used to be a huge spiritual guy, and I think I still am to some degree. I believe there's something to quantum physics, the law of attraction, whatever you want to call it.

I don't know how long Facebook apps are going to be around. They are definitely going to be here for a long time but if there is a lot of competition then costs will climb quickly. I'm wondering how long it's going to take until stuff becomes a little too expensive. Just being real, I don't know how long Facebook is going to last. It’s this gold mine now; it's hot, but who knows how hot it will be in the future.

So I definitely want to do some investing. I want to build passive income. Maybe do some real estate, different things, and like I said, just build up my net worth, and my influence. One thing I'm considering is sharing stuff on YouTube, maybe blogging. Sharing my life and travels and then having that platform and influence for bigger, better goals.

Life is not only about business. I've never really been a nationalistic person. A lot of people are born in a specific country and really cling to it. I get that and I respect it but I've always thought of myself more like a citizen of the world. I love to travel, and even though I think Slovakia has its ups and downs, I've never been focused specifically on how I can better Slovakia. It's more about how can I better the world?

Over the last seven years, I’ve installed into myself the principles and beliefs I mentioned earlier. Now, even if the going gets tough I know deep down that there is light at the end of the tunnel and so I just keep going. If I was in the habit of giving up, I would not be where I am now. It is very important to believe in yourself and to believe that stuff is going to work out.

Let me give you an example. Literally yesterday, a my Facebook ad accounts got shut down for my main lead generation. 99% of my lead gen comes from there. So I am like, “Fuck, I am screwed.” But it was just 24 hours since that happened and I am back on track. I opened a new account and got different accounts loaded up.

That was a wake-up call. My business depended on this one source. This blessing in disguise allowed me to see that. I need to diversify. I need to put my eggs into different baskets. Obviously I have heard these quotes before and I understand them but for some reason I hadn't acted on them. So now this wake-up call, something “bad” happened, and I can take meaning from it. Now I appreciate that it was a good thing.

Now I’m back on track again generating these calls for 20 bucks. But I’m also starting to run some YouTube and Twitter ads and, judging by the stats, the Twitter ads are doing pretty good. So, sometimes bad things, if you trust things are going to work out, turn into to the biggest blessings. 

 

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Pixel Perfect

Sunday, May 14, 2017


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