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PODCAST TRANSCRIPT

 

Ryan: I’m Dr. Ryan Debell. Welcome back to the Health Fit Business podcast.  On this episode, Dr. Anthony Gustin and I discussed internet sales tactics especially ones that we see frequently. People get sort of tricked in to believing that they have to do these sales tactics in a certain way on the internet in order to sell things and we disagree with that. So, in this episode we’ll get into specifics – things to voids, things we found effective and does some actionable stuff for you guys. So, let’s listen in to this episode of the podcast.

Anthony: Welcome! Welcome! Welcome to another episode of the Health Fit Business podcast.

Ryan: I’m your host, Dr. Ryan Debell.

Anthony: And I’m your co-host Dr. Anthony…

Ryan and Anthony: Gustin.

Anthony: This time what we have to talk about is a little bit of business building.

Ryan:  Are we actually recording right now because I didn’t know we are recording right now?

Anthony:  Yeah. We will be testing out some new equipment however…

Ryan: We are testing out new equipment.

Anthony: Trying to make it classier. Trying to upgrade. Now we are at… Where we at 52 listeners?

Ryan:  Well, we haven’t really.

Anthony:  Good day the other day! Big day! We had sixty.

Ryan:  No.

Anthony: Hundreds of thousands of downloads.

Ryan: No. Hundreds of millions of downloads the other day.

Anthony: That’s just crazy! We are just voted #1 podcast.

Ryan: We had an email from Apple saying that we have to be careful because their servers are crashing from so many episodes coming through iTunes. Does it even work that way? I don’t know. What are we talking about?

Anthony: We were just at dinner talking about it. We are back together again. Very happy to say that! Doc just landed here in San Francisco today.  We had dinner and we are talking about how having a product that you sell as a business is different from having a product that you sell as a gimmick with tactics.

Ryan:   Oh yes this!

Anthony: So, when people start bridging to online sales. One of the biggest problem they have is this elusive landing page in launch.

Ryan: Yeah! The idea of like the “classic model” I guess you could say would be, okay, you come out with a product, a digital product, and then you have to have these five or ten email sequence series to the pre-launch sequence then the launch sequence then you have to have a timer and you have to have a you know this and that. Blah… blah… blah… The sales page has to be… Is that a fire truck?

Anthony: Yes, it is.

Ryan: I don’t they don’t set up their little sirens. And then you have to have the sales page and it has to have this kind of language. It has to has these colored buttons with this type of stuff. We ended up getting so focused. If you will search for that in the internet, that’s what you would learn right? And then you forget, maybe could just make something so good and that solves an actual problem that people have.

Anthony: Right. Right. And so, people who maybe aren’t as familiar with all these stuffs you may have notice these things if you have try to buy especially digital products and an eBook, something like that or you have to scroll through maybe 15 pages of text with a bunch of testimonials and cheesy videos and big circle buttons that say, “Buy now!” There’s a yellow and they have green and have a blue text. Pretty much people will copy each other and throw you these gimmicks to trick people and use human psychology of looking at certain things that works. That’s completely fine if you try to trick people in to doing things. However, you’ll also notice the quality of these products is not really to solve any problem. If you actually built products that people wanted, they would not need these 15-page sales letter to sell them.

Ryan:  So, a good example would be one of the things that I just put out on The Movement Fix which is EnduraStrong Program. Literally, the landing page is a picture and then a short description of what it is – a 12-week training program for people who primarily do running.

Anthony:  It was just like any other product that other people buy online like Amazon. There’s no 15-page thing you need to scroll through before you buy something.

Ryan: The top of the page is a picture of the product or like several pictures and then brief or like bullet point description. On Amazon, specially, there are like maybe options. You could click them. “This color, this color.” Whatever! When it comes to digital products, it’s like, it has to be some weird tricky totally different thing. I think, it doesn’t have to be the case.

Anthony: Right! And so, a good example of this, I uploaded a few new products for Perfect Keto today in Amazon. You can put five bullet points and then under that five bullet points you can put up to 2000-characters of text. That’s all you can do!

Ryan: So, obviously there’s a reason why Amazon does it that way.

Anthony: If you can’t get the benefits of your products across in five-bullet points and 2000 characters of text, you don’t have a good product!

Ryan:  Yeah. If you need pages and pages and pages to like to explain or like coerced somebody, what do you…? Is it really…? Because in those five-bullet points and 2000-character text words, if that doesn’t show someone this is what they need and want, then maybe it’s not what they need and want!

Anthony:  Yeah! Another thing to is you’ll find Yahoo even have books about this type of stuffs and like how to launch these sales pages.

Ryan:   I know, I have read these books! I am not ashamed to admit it!

Anthony: The biggest bullshit about it is that, they will launch and maybe say like “Oh! I made $18,000 in one week in launching this course. But then, I never made another cent again.”

Ryan: Right! Then nothing happened! That’s the big problem with these online products that people make is that they launch it with this formula and then nothing happens ever again.  They have to like to launch it again. Is it constantly about launching?

Anthony:  Yeah, which is not a real business!

Ryan:  Yeah. What do you mean by that? Like why….

Anthony: Using a tactic to try to convince people of like urgency and long things of testimonials that they really need it when they actually don’t.  Like what we mentioned earlier, if you can’t explain your benefits and you can’t have people who bring to that page. I think business is different because you market to people and put them on top of the pole that they are aware of your product and that the product solves their problem. If you can get the right people on that funnel, you will have solutions to their problem given to them which is the product that they buy.

Ryan: Right!

Anthony: If you have to must come up with some huge event every single time and essentially trick these people out once in to trying to buy your product but they don’t want to come back and get anything again, you didn’t solve a problem and you don’t have a real business.

Ryan: Uhhum… Yeah!

Anthony: You just trick people every now and then. It’s all it is!

Ryan: Right! Right!

Anthony: And so…

Ryan:  Like when I buy something from, if I go and buy a product from… I bought the new, you know that new iPad?

Anthony: Yeah, I bought two. We both bought it. There’s brand loyalty there.

Ryan: Because like there’s picture of it and like which option do you want. And then scroll down and then it shows you like what it does but its more factual.

Anthony: Here are the benefits and here are what this thing does.

Ryan: Here are the facts about these products. It’s not like it’s subjective it’s not like breathing prose.

Anthony: Like paragraphs and dense of texts.

Ryan:  Like, is ‘prose’ the word that I am looking for?

Anthony: I don’t know.

Ryan: There’s nothing like… I don’t know. That feels right.

Anthony: Hang in there! What is prose? It is a collection of texts.

Ryan: It’s like someone, I don’t know. Whatever! It felt like the right thing to say. It felt good.

Anthony: Hmmm anyway! So…

Ryan:  Yeah. It’s just factual. Here’s what it does, here are the specs. Blah, blah blah. Do you want it or now? Not like, “Look at this guy who got his iPad!”

Anthony: “How many pounds of weight he lost in the last 10 days?!”

Ryan: Not that social proof is bad or wrong.

Anthony: Making outrageous claim, imposing them in a way you are like tricking people. Apple does not put up a product and say “You better get it in the next 3 minutes otherwise, it’s going to be gone forever! Wait for the next launch.” No! Why won’t you let people, if you have a solution to a problem why would you not offer that to people whenever they want a solution to their problem.

Ryan: Yeah. It’s just a different way of thinking about it and really challenging like the common knowledge and status quo on online products like doing it not that way will be going to against the norm really, unfortunately.

Anthony: Yeah! And one of the reasons is why I say that is because not really building a business is because you are not establishing any type of brand loyalty.  If it is a one-off thing where you put it out there, someone purchases it and they never really think of that again. It’s not get worse, if you put it out again and they go, “What else is this company have?” or think in six months for them. I don’t buy an iPad every month whenever I want something like that I look to what Apple has and go purchase that and I don’t have to get tricked in to doing it. I am the one who chooses to do that. That’s what businesses do. They solve problem on a continuing basis without having to trick people.

Ryan:  Right.

Anthony: So, I don’t know. We can ramble about this all day!

Ryan: These are the thoughts we have over that 24 ounce.

Anthony: The ribeye?

Ryan: Is that a 24-ounce ribeye?  All the menu said it’s a 24-ounce ribeye? There wasn’t a big page about it saying, “You can only get this! we only have two left.”

Anthony: Yeah! “Hurry! Limited supplies!”

Ryan: “Yeah guys. Get it!” But I mean, there’s certain obviously like you know people run sales I mean that’s normal. People run promotions. That normal.

Anthony: That’s a tactic though. Right? There are tactics that businesses use that are not tactics that somebody uses as the business.

Ryan:  Hmmm. Tactic are… Is your business a tactic or do you use tactics for your business?

Anthony: Yeah. That’s the title of the episode right there.

Ryan:  I’m not going to remember that so better write down. So, yeah! When you are thinking about… If you are at that point when you have been listening to this podcast and you go “Alright, I am ready to actually start getting after it.”

Anthony:  Time to finally get after it.

Ryan:  A sign to finally get after it.

Anthony: After almost a year.

Ryan:  I’ve been listening to this for a year. This is about a year ago isn’t it?

Anthony: Yeah.

Ryan: I’ve been listening to this for year and I’m finally ready to get after it. I will have to delete my whole page now because it is full of that or maybe you think like “Okay.” I had a phone call with an HMO… (That cork is stuck right in this table). I had a phone call with an HMO last week and what he and I were talking about was what is the thing that you are trying to solve for people and if you don’t know what that is all the tactics in the world are not going to save you.

Anthony: Right back to drawing board you go.

Ryan:   You have to know what’s the problem that you are trying to solve and then of course clearly explain that to people on your sales pages. That’s what you are solving

Anthony: Right!

Ryan: It’s kind of… when you boil it down that’s kind of the most important thing!

Anthony: It’s pretty fundamental so, here is the Challenge of the Week. It’s two parts for people who are at different stages. Number one, you don’t have a product yet. Don’t settle without having a solution to a problem in your product.

Ryan: What do you mean?

Anthony: Your product should be a solution to a problem.

Ryan:  And if it’s not, then maybe it’s not…

Anthony: Then if it’s not, don’t move on to the next stage. And if you are at the next stage where you think you have a product, think about how your positioning this to people. Are you reading books that are telling you how to trick people or you are building a business with brand loyalty?

Ryan: I’ve read those books.

Anthony: Garbage?

Ryan: Yup, unfortunately.

Anthony: Yeah. So, with that being said either examine what your product would be and see if they would provide solution or think about how you are actually bringing that product to the world and if you are creating a business or if you are just creating tactics and get after it!

Ryan: Thank you guys for tuning in to this episode of the Health Fit Business podcast. If you found it helpful, please share with someone that you think it would also help and leave us a five-star rating on iTunes. Make sure also to go to healthfit.biz and sign up for the email notifications to which you can find right on the homepage so that you get all the updated podcasts and blog posts sent directly to you. Until then, we will see you next time.

End.

Ryan: I’m Dr. Ryan Debell. Welcome back to the Health Fit Business podcast.  On this episode, Dr. Anthony Gustin and I discussed internet sales tactics especially ones that we see frequently. People get sort of tricked in to believing that they have to do these sales tactics in a certain way on the internet in order to sell things and we disagree with that. So, in this episode we’ll get into specifics – things to voids, things we found effective and does some actionable stuff for you guys. So, let’s listen in to this episode of the podcast.

Anthony: Welcome! Welcome! Welcome to another episode of the Health Fit Business podcast.

Ryan: I’m your host, Dr. Ryan Debell.

Anthony: And I’m your co-host Dr. Anthony…

Ryan and Anthony: Gustin.

Anthony: This time what we have to talk about is a little bit of business building.

Ryan:  Are we actually recording right now because I didn’t know we are recording right now?

Anthony:  Yeah. We will be testing out some new equipment however…

Ryan: We are testing out new equipment.

Anthony: Trying to make it classier. Trying to upgrade. Now we are at… Where we at 52 listeners?

Ryan:  Well, we haven’t really.

Anthony:  Good day the other day! Big day! We had sixty.

Ryan:  No.

Anthony: Hundreds of thousands of downloads.

Ryan: No. Hundreds of millions of downloads the other day.

Anthony: That’s just crazy! We are just voted #1 podcast.

Ryan: We had an email from Apple saying that we have to be careful because their servers are crashing from so many episodes coming through iTunes. Does it even work that way? I don’t know. What are we talking about?

Anthony: We were just at dinner talking about it. We are back together again. Very happy to say that! Doc just landed here in San Francisco today.  We had dinner and we are talking about how having a product that you sell as a business is different from having a product that you sell as a gimmick with tactics.

Ryan:   Oh yes this!

Anthony: So, when people start bridging to online sales. One of the biggest problem they have is this elusive landing page in launch.

Ryan: Yeah! The idea of like the “classic model” I guess you could say would be, okay, you come out with a product, a digital product, and then you have to have these five or ten email sequence series to the pre-launch sequence then the launch sequence then you have to have a timer and you have to have a you know this and that. Blah… blah… blah… The sales page has to be… Is that a fire truck?

Anthony: Yes, it is.

Ryan: I don’t they don’t set up their little sirens. And then you have to have the sales page and it has to have this kind of language. It has to has these colored buttons with this type of stuff. We ended up getting so focused. If you will search for that in the internet, that’s what you would learn right? And then you forget, maybe could just make something so good and that solves an actual problem that people have.

Anthony: Right. Right. And so, people who maybe aren’t as familiar with all these stuffs you may have notice these things if you have try to buy especially digital products and an eBook, something like that or you have to scroll through maybe 15 pages of text with a bunch of testimonials and cheesy videos and big circle buttons that say, “Buy now!” There’s a yellow and they have green and have a blue text. Pretty much people will copy each other and throw you these gimmicks to trick people and use human psychology of looking at certain things that works. That’s completely fine if you try to trick people in to doing things. However, you’ll also notice the quality of these products is not really to solve any problem. If you actually built products that people wanted, they would not need these 15-page sales letter to sell them.

Ryan:  So, a good example would be one of the things that I just put out on The Movement Fix which is EnduraStrong Program. Literally, the landing page is a picture and then a short description of what it is – a 12-week training program for people who primarily do running.

Anthony:  It was just like any other product that other people buy online like Amazon. There’s no 15-page thing you need to scroll through before you buy something.

Ryan: The top of the page is a picture of the product or like several pictures and then brief or like bullet point description. On Amazon, specially, there are like maybe options. You could click them. “This color, this color.” Whatever! When it comes to digital products, it’s like, it has to be some weird tricky totally different thing. I think, it doesn’t have to be the case.

Anthony: Right! And so, a good example of this, I uploaded a few new products for Perfect Keto today in Amazon. You can put five bullet points and then under that five bullet points you can put up to 2000-characters of text. That’s all you can do!

Ryan: So, obviously there’s a reason why Amazon does it that way.

Anthony: If you can’t get the benefits of your products across in five-bullet points and 2000 characters of text, you don’t have a good product!

Ryan:  Yeah. If you need pages and pages and pages to like to explain or like coerced somebody, what do you…? Is it really…? Because in those five-bullet points and 2000-character text words, if that doesn’t show someone this is what they need and want, then maybe it’s not what they need and want!

Anthony:  Yeah! Another thing to is you’ll find Yahoo even have books about this type of stuffs and like how to launch these sales pages.

Ryan:   I know, I have read these books! I am not ashamed to admit it!

Anthony: The biggest bullshit about it is that, they will launch and maybe say like “Oh! I made $18,000 in one week in launching this course. But then, I never made another cent again.”

Ryan: Right! Then nothing happened! That’s the big problem with these online products that people make is that they launch it with this formula and then nothing happens ever again.  They have to like to launch it again. Is it constantly about launching?

Anthony:  Yeah, which is not a real business!

Ryan:  Yeah. What do you mean by that? Like why….

Anthony: Using a tactic to try to convince people of like urgency and long things of testimonials that they really need it when they actually don’t.  Like what we mentioned earlier, if you can’t explain your benefits and you can’t have people who bring to that page. I think business is different because you market to people and put them on top of the pole that they are aware of your product and that the product solves their problem. If you can get the right people on that funnel, you will have solutions to their problem given to them which is the product that they buy.

Ryan: Right!

Anthony: If you have to must come up with some huge event every single time and essentially trick these people out once in to trying to buy your product but they don’t want to come back and get anything again, you didn’t solve a problem and you don’t have a real business.

Ryan: Uhhum… Yeah!

Anthony: You just trick people every now and then. It’s all it is!

Ryan: Right! Right!

Anthony: And so…

Ryan:  Like when I buy something from, if I go and buy a product from… I bought the new, you know that new iPad?

Anthony: Yeah, I bought two. We both bought it. There’s brand loyalty there.

Ryan: Because like there’s picture of it and like which option do you want. And then scroll down and then it shows you like what it does but its more factual.

Anthony: Here are the benefits and here are what this thing does.

Ryan: Here are the facts about these products. It’s not like it’s subjective it’s not like breathing prose.

Anthony: Like paragraphs and dense of texts.

Ryan:  Like, is ‘prose’ the word that I am looking for?

Anthony: I don’t know.

Ryan: There’s nothing like… I don’t know. That feels right.

Anthony: Hang in there! What is prose? It is a collection of texts.

Ryan: It’s like someone, I don’t know. Whatever! It felt like the right thing to say. It felt good.

Anthony: Hmmm anyway! So…

Ryan:  Yeah. It’s just factual. Here’s what it does, here are the specs. Blah, blah blah. Do you want it or now? Not like, “Look at this guy who got his iPad!”

Anthony: “How many pounds of weight he lost in the last 10 days?!”

Ryan: Not that social proof is bad or wrong.

Anthony: Making outrageous claim, imposing them in a way you are like tricking people. Apple does not put up a product and say “You better get it in the next 3 minutes otherwise, it’s going to be gone forever! Wait for the next launch.” No! Why won’t you let people, if you have a solution to a problem why would you not offer that to people whenever they want a solution to their problem.

Ryan: Yeah. It’s just a different way of thinking about it and really challenging like the common knowledge and status quo on online products like doing it not that way will be going to against the norm really, unfortunately.

Anthony: Yeah! And one of the reasons is why I say that is because not really building a business is because you are not establishing any type of brand loyalty.  If it is a one-off thing where you put it out there, someone purchases it and they never really think of that again. It’s not get worse, if you put it out again and they go, “What else is this company have?” or think in six months for them. I don’t buy an iPad every month whenever I want something like that I look to what Apple has and go purchase that and I don’t have to get tricked in to doing it. I am the one who chooses to do that. That’s what businesses do. They solve problem on a continuing basis without having to trick people.

Ryan:  Right.

Anthony: So, I don’t know. We can ramble about this all day!

Ryan: These are the thoughts we have over that 24 ounce.

Anthony: The ribeye?

Ryan: Is that a 24-ounce ribeye?  All the menu said it’s a 24-ounce ribeye? There wasn’t a big page about it saying, “You can only get this! we only have two left.”

Anthony: Yeah! “Hurry! Limited supplies!”

Ryan: “Yeah guys. Get it!” But I mean, there’s certain obviously like you know people run sales I mean that’s normal. People run promotions. That normal.

Anthony: That’s a tactic though. Right? There are tactics that businesses use that are not tactics that somebody uses as the business.

Ryan:  Hmmm. Tactic are… Is your business a tactic or do you use tactics for your business?

Anthony: Yeah. That’s the title of the episode right there.

Ryan:  I’m not going to remember that so better write down. So, yeah! When you are thinking about… If you are at that point when you have been listening to this podcast and you go “Alright, I am ready to actually start getting after it.”

Anthony:  Time to finally get after it.

Ryan:  A sign to finally get after it.

Anthony: After almost a year.

Ryan:  I’ve been listening to this for a year. This is about a year ago isn’t it?

Anthony: Yeah.

Ryan: I’ve been listening to this for year and I’m finally ready to get after it. I will have to delete my whole page now because it is full of that or maybe you think like “Okay.” I had a phone call with an HMO… (That cork is stuck right in this table). I had a phone call with an HMO last week and what he and I were talking about was what is the thing that you are trying to solve for people and if you don’t know what that is all the tactics in the world are not going to save you.

Anthony: Right back to drawing board you go.

Ryan:   You have to know what’s the problem that you are trying to solve and then of course clearly explain that to people on your sales pages. That’s what you are solving

Anthony: Right!

Ryan: It’s kind of… when you boil it down that’s kind of the most important thing!

Anthony: It’s pretty fundamental so, here is the Challenge of the Week. It’s two parts for people who are at different stages. Number one, you don’t have a product yet. Don’t settle without having a solution to a problem in your product.

Ryan: What do you mean?

Anthony: Your product should be a solution to a problem.

Ryan:  And if it’s not, then maybe it’s not…

Anthony: Then if it’s not, don’t move on to the next stage. And if you are at the next stage where you think you have a product, think about how your positioning this to people. Are you reading books that are telling you how to trick people or you are building a business with brand loyalty?

Ryan: I’ve read those books.

Anthony: Garbage?

Ryan: Yup, unfortunately.

Anthony: Yeah. So, with that being said either examine what your product would be and see if they would provide solution or think about how you are actually bringing that product to the world and if you are creating a business or if you are just creating tactics and get after it!

Ryan: Thank you guys for tuning in to this episode of the Health Fit Business podcast. If you found it helpful, please share with someone that you think it would also help and leave us a five-star rating on iTunes. Make sure also to go to healthfit.biz and sign up for the email notifications to which you can find right on the homepage so that you get all the updated podcasts and blog posts sent directly to you. Until then, we will see you next time.

End.

 

 


 

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