{"version":"1.0.0","segments":[{"startTime":18.87,"endTime":19.65,"body":"[Inaudible]."},{"startTime":19.65,"endTime":21.72,"body":"Welcome to the E-Commerce Alley podcast,"},{"startTime":21.721,"endTime":25.71,"body":"where we believe that great brands"},{"startTime":21.721,"endTime":25.71,"body":"are built on passionate leadership,"},{"startTime":25.8,"endTime":30.09,"body":"smart operations, and powerful"},{"startTime":25.8,"endTime":30.09,"body":"marketing. I am your host,"},{"startTime":30.24,"endTime":31.14,"body":"Josh coffee,"},{"startTime":31.141,"endTime":35.43,"body":"and I couldn't be more grateful that"},{"startTime":31.141,"endTime":35.43,"body":"you're listening or watching right now."},{"startTime":35.67,"endTime":39.54,"body":"This podcast has one mission to"},{"startTime":35.67,"endTime":39.54,"body":"help e-commerce business leaders"},{"startTime":40.2,"endTime":44.73,"body":"expand their vision, their"},{"startTime":40.2,"endTime":44.73,"body":"team, and their profits. Today,"},{"startTime":44.731,"endTime":49.05,"body":"I'm going to introduce you"},{"startTime":44.731,"endTime":49.05,"body":"to the marketing operating"},{"startTime":49.051,"endTime":53.34,"body":"will unlock limitless"},{"startTime":49.051,"endTime":53.34,"body":"growth within your business,"},{"startTime":53.67,"endTime":54.6,"body":"let's do this."},{"startTime":61.35,"endTime":62.183,"body":"[Inaudible]."},{"startTime":64.41,"endTime":69.0,"body":"We've made it three and a"},{"startTime":64.41,"endTime":69.0,"body":"half months of planning and"},{"startTime":69.001,"endTime":71.67,"body":"preparation with our team, uh,"},{"startTime":71.7,"endTime":74.58,"body":"building this wonderful set that"},{"startTime":71.7,"endTime":74.58,"body":"if you're listening right now, um,"},{"startTime":74.61,"endTime":77.88,"body":"just so you know, we have an"},{"startTime":74.61,"endTime":77.88,"body":"actual, uh, video set that we built."},{"startTime":77.881,"endTime":81.39,"body":"I'm sitting in an alley right"},{"startTime":77.881,"endTime":81.39,"body":"now. That is just amazing. Uh,"},{"startTime":81.41,"endTime":84.6,"body":"shout out to Katie foster for all her"},{"startTime":81.41,"endTime":84.6,"body":"hard work over the last many months."},{"startTime":84.93,"endTime":87.72,"body":"And we finally made it to this point."},{"startTime":88.02,"endTime":92.97,"body":"And this podcast is definitely a"},{"startTime":88.02,"endTime":92.97,"body":"combination of blood, sweat, and tears,"},{"startTime":93.24,"endTime":96.42,"body":"probably not blood, but"},{"startTime":93.24,"endTime":96.42,"body":"more sweat and tears,"},{"startTime":96.421,"endTime":101.34,"body":"I would say from the entire process"},{"startTime":96.421,"endTime":101.34,"body":"of building it and figuring out all"},{"startTime":101.341,"endTime":104.58,"body":"kinds of different components of how"},{"startTime":101.341,"endTime":104.58,"body":"this whole a deal is going to operate."},{"startTime":104.581,"endTime":109.38,"body":"So all of that said, thank you for"},{"startTime":104.581,"endTime":109.38,"body":"listening or thank you for watching this."},{"startTime":109.95,"endTime":113.49,"body":"You can always go to Alli podcast.com"},{"startTime":109.95,"endTime":113.49,"body":"to get a lot of additional content. Uh,"},{"startTime":113.52,"endTime":115.65,"body":"if you want to watch it and you're"},{"startTime":113.52,"endTime":115.65,"body":"listening or you want to listen and you're"},{"startTime":115.651,"endTime":118.14,"body":"watching, you'll get links"},{"startTime":115.651,"endTime":118.14,"body":"to all that good stuff there."},{"startTime":119.07,"endTime":123.03,"body":"So who's this crazy fellow"},{"startTime":119.07,"endTime":123.03,"body":"talking to you right now,"},{"startTime":123.3,"endTime":125.79,"body":"or that you're watching right"},{"startTime":123.3,"endTime":125.79,"body":"now. My name is Josh coffee."},{"startTime":125.791,"endTime":129.27,"body":"I started my journey as an"},{"startTime":125.791,"endTime":129.27,"body":"entrepreneur about 10 years ago."},{"startTime":129.271,"endTime":131.67,"body":"And I actually got into the online, uh,"},{"startTime":131.76,"endTime":136.32,"body":"online education space before it was even"},{"startTime":131.76,"endTime":136.32,"body":"a thing. I actually had a studio, uh,"},{"startTime":136.35,"endTime":137.94,"body":"not as cool as this one"},{"startTime":136.35,"endTime":137.94,"body":"that I'm in right now,"},{"startTime":137.941,"endTime":140.43,"body":"but we had a studio and we did"},{"startTime":137.941,"endTime":140.43,"body":"all my drumming education lessons."},{"startTime":140.79,"endTime":144.57,"body":"And in doing that, I learned"},{"startTime":140.79,"endTime":144.57,"body":"so much about marketing."},{"startTime":144.63,"endTime":147.69,"body":"And while I don't own that"},{"startTime":144.63,"endTime":147.69,"body":"business anymore, two years later,"},{"startTime":147.691,"endTime":149.61,"body":"I ended up founding flight media,"},{"startTime":149.611,"endTime":153.51,"body":"which is the marketing and"},{"startTime":149.611,"endTime":153.51,"body":"design agency that I own."},{"startTime":153.66,"endTime":156.69,"body":"And that I operate right now that we help"},{"startTime":153.66,"endTime":156.69,"body":"our clients generate tens of millions"},{"startTime":156.691,"endTime":159.99,"body":"of dollars in revenue every"},{"startTime":156.691,"endTime":159.99,"body":"year through digital marketing."},{"startTime":160.41,"endTime":163.32,"body":"And that's kind of brought"},{"startTime":160.41,"endTime":163.32,"body":"us to where we are right now."},{"startTime":163.56,"endTime":165.39,"body":"We work with e-commerce brands."},{"startTime":165.51,"endTime":170.31,"body":"We specialize in e-commerce"},{"startTime":165.51,"endTime":170.31,"body":"we live, eat, breathe,"},{"startTime":170.34,"endTime":175.02,"body":"sleep. E-commerce, we're absolutely"},{"startTime":170.34,"endTime":175.02,"body":"obsessed with it. And so, because of that,"},{"startTime":175.021,"endTime":179.47,"body":"we decided there is no better thing we"},{"startTime":175.021,"endTime":179.47,"body":"could probably do then deliver the most"},{"startTime":179.471,"endTime":184.36,"body":"top-notch content that we can to interview"},{"startTime":179.471,"endTime":184.36,"body":"people and interview our clients,"},{"startTime":184.361,"endTime":189.33,"body":"people that are doing this live and people"},{"startTime":184.361,"endTime":189.33,"body":"that are absolutely crushing it. Uh,"},{"startTime":189.331,"endTime":189.641,"body":"so that,"},{"startTime":189.641,"endTime":194.62,"body":"that way we can give you insights and"},{"startTime":189.641,"endTime":194.62,"body":"ideas that you won't find anywhere else."},{"startTime":195.46,"endTime":196.151,"body":"Now, in this episode,"},{"startTime":196.151,"endTime":199.36,"body":"what I'm going to do is I'm"},{"startTime":196.151,"endTime":199.36,"body":"going to introduce you to"},{"startTime":199.39,"endTime":203.92,"body":"marketing operating system"},{"startTime":199.39,"endTime":203.92,"body":"or the MOS we use this"},{"startTime":204.1,"endTime":205.54,"body":"daily, not only in our businesses,"},{"startTime":205.541,"endTime":208.63,"body":"but we use it in all of our"},{"startTime":205.541,"endTime":208.63,"body":"client's businesses as well,"},{"startTime":208.631,"endTime":212.32,"body":"because the reality is it"},{"startTime":208.631,"endTime":212.32,"body":"works. It really truly works."},{"startTime":212.35,"endTime":215.59,"body":"And if you follow the"},{"startTime":212.35,"endTime":215.59,"body":"process, if you stick to it,"},{"startTime":216.04,"endTime":220.87,"body":"you will undoubtedly shatter any"},{"startTime":216.04,"endTime":220.87,"body":"revenue ceilings that you're currently"},{"startTime":220.871,"endTime":225.49,"body":"getting stuck at in your business."},{"startTime":220.871,"endTime":225.49,"body":"But the key is you have to commit,"},{"startTime":225.94,"endTime":229.93,"body":"you have to commit you can't just try"},{"startTime":225.94,"endTime":229.93,"body":"this or try one part of it and then give"},{"startTime":229.931,"endTime":231.73,"body":"up, you have to follow this process."},{"startTime":231.94,"endTime":236.02,"body":"And this has been a combination of work"},{"startTime":231.94,"endTime":236.02,"body":"that we've pieced together over the last"},{"startTime":236.05,"endTime":240.58,"body":"eight years as an agency, because one of"},{"startTime":236.05,"endTime":240.58,"body":"the main questions we get all the time,"},{"startTime":240.581,"endTime":241.24,"body":"and I think I still,"},{"startTime":241.24,"endTime":244.66,"body":"I still get this all the time is what"},{"startTime":241.24,"endTime":244.66,"body":"do I need to fix next in my marketing?"},{"startTime":245.32,"endTime":248.05,"body":"There's so many things going on all"},{"startTime":245.32,"endTime":248.05,"body":"over the place that you can be very"},{"startTime":248.051,"endTime":252.25,"body":"scattered. There's a new social media"},{"startTime":248.051,"endTime":252.25,"body":"coming on the market every six months."},{"startTime":252.4,"endTime":256.93,"body":"And so what we decided to"},{"startTime":252.4,"endTime":256.93,"body":"do was build a simplified"},{"startTime":256.99,"endTime":258.79,"body":"system. We call it the MOS,"},{"startTime":258.791,"endTime":262.0,"body":"a marketing operating system that"},{"startTime":258.791,"endTime":262.0,"body":"will allow you to predictably,"},{"startTime":262.001,"endTime":266.92,"body":"identify bottlenecks and fix them in"},{"startTime":262.001,"endTime":266.92,"body":"your marketing so that you can grow your"},{"startTime":266.921,"endTime":267.754,"body":"revenue."},{"startTime":268.39,"endTime":273.19,"body":"Every successful business has systems"},{"startTime":268.39,"endTime":273.19,"body":"that they operate within for key"},{"startTime":273.191,"endTime":275.74,"body":"components of their"},{"startTime":273.191,"endTime":275.74,"body":"business. And by doing that,"},{"startTime":275.741,"endTime":278.62,"body":"it allows you to experience growth."},{"startTime":278.621,"endTime":281.38,"body":"And I like to think of it like this"},{"startTime":278.621,"endTime":281.38,"body":"right now. If you're listening,"},{"startTime":281.381,"endTime":282.16,"body":"you can't see this,"},{"startTime":282.16,"endTime":286.78,"body":"but right now I have my Mac sitting"},{"startTime":282.16,"endTime":286.78,"body":"in front of me and my Mac has an"},{"startTime":286.781,"endTime":291.58,"body":"operating system dos, right? So"},{"startTime":286.781,"endTime":291.58,"body":"my Mac has an operating system,"},{"startTime":291.64,"endTime":292.96,"body":"but if you're probably like me,"},{"startTime":293.0,"endTime":297.97,"body":"then what happens is you get this"},{"startTime":293.0,"endTime":297.97,"body":"little reminder that pops up every so"},{"startTime":297.971,"endTime":302.56,"body":"often when it wants you to update your"},{"startTime":297.971,"endTime":302.56,"body":"max operating system and wants you to"},{"startTime":302.561,"endTime":304.93,"body":"update it pops up. But what do we all do?"},{"startTime":305.44,"endTime":309.04,"body":"We all hit the little remind"},{"startTime":305.44,"endTime":309.04,"body":"me later. And you might say,"},{"startTime":309.041,"endTime":311.14,"body":"remind me this afternoon,"},{"startTime":309.041,"endTime":311.14,"body":"or remind me tomorrow,"},{"startTime":311.17,"endTime":314.2,"body":"or just remind me in an hour."},{"startTime":314.8,"endTime":319.33,"body":"But the problem is by hitting"},{"startTime":314.8,"endTime":319.33,"body":"that over and over and over again,"},{"startTime":319.51,"endTime":324.49,"body":"eventually your programs on your"},{"startTime":319.51,"endTime":324.49,"body":"computer begin to get outdated"},{"startTime":324.79,"endTime":327.85,"body":"or certain things start to not work"},{"startTime":324.79,"endTime":327.85,"body":"the way they were supposed to work."},{"startTime":327.851,"endTime":331.66,"body":"Or sometimes you end up shutting"},{"startTime":327.851,"endTime":331.66,"body":"your computer down in the M in Mac,"},{"startTime":331.9,"endTime":336.76,"body":"apple forces you to do that"},{"startTime":331.9,"endTime":336.76,"body":"update. It forces the update."},{"startTime":337.27,"endTime":342.07,"body":"I like to think of the marketing operating"},{"startTime":337.27,"endTime":342.07,"body":"system or the MOS very similarly,"},{"startTime":342.43,"endTime":345.13,"body":"because you might be"},{"startTime":342.43,"endTime":345.13,"body":"operating on a crappy,"},{"startTime":345.19,"endTime":348.64,"body":"outdated incompatible"},{"startTime":345.19,"endTime":348.64,"body":"version with your marketing,"},{"startTime":348.88,"endTime":352.54,"body":"but instead of updating to a new"},{"startTime":348.88,"endTime":352.54,"body":"operating system, you keep hitting."},{"startTime":352.541,"endTime":354.82,"body":"Remind me later, remind"},{"startTime":352.541,"endTime":354.82,"body":"me later, remind me later."},{"startTime":354.97,"endTime":358.43,"body":"And I'm here to tell you right now, you"},{"startTime":354.97,"endTime":358.43,"body":"should stop hitting. Remind me later,"},{"startTime":358.431,"endTime":361.85,"body":"this is that wake up call and I'm going"},{"startTime":358.431,"endTime":361.85,"body":"to force. I'm not going to force it."},{"startTime":361.851,"endTime":362.93,"body":"I can't force anything. Uh,"},{"startTime":362.96,"endTime":367.1,"body":"but I want you to force yourself"},{"startTime":362.96,"endTime":367.1,"body":"to update your marketing"},{"startTime":367.28,"endTime":370.43,"body":"operating system and, uh,"},{"startTime":370.49,"endTime":372.77,"body":"to give a good example of this."},{"startTime":373.55,"endTime":376.7,"body":"It let's say you are a retail store"},{"startTime":373.55,"endTime":376.7,"body":"30 years ago, and I'm going to,"},{"startTime":376.76,"endTime":379.19,"body":"I'm going to go back 30 years before"},{"startTime":376.76,"endTime":379.19,"body":"e-commerce was really a thing, right?"},{"startTime":379.191,"endTime":383.48,"body":"Let's say we go back to retail and"},{"startTime":379.191,"endTime":383.48,"body":"back then, if you're in retail,"},{"startTime":383.96,"endTime":386.6,"body":"billboards or billboards is"},{"startTime":383.96,"endTime":386.6,"body":"still valid today, I guess,"},{"startTime":386.72,"endTime":391.13,"body":"but billboards and"},{"startTime":386.72,"endTime":391.13,"body":"newspaper were really valid,"},{"startTime":391.19,"endTime":395.21,"body":"profitable advertising networks"},{"startTime":391.19,"endTime":395.21,"body":"or advertising mediums."},{"startTime":395.39,"endTime":400.04,"body":"And so if you a retail store 30 years"},{"startTime":395.39,"endTime":400.04,"body":"ago, and you were running newspaper ads,"},{"startTime":400.041,"endTime":404.3,"body":"newspaper ads, and you're driving all"},{"startTime":400.041,"endTime":404.3,"body":"this foot traffic into your store. Well,"},{"startTime":404.42,"endTime":409.1,"body":"if you are trying to operate"},{"startTime":404.42,"endTime":409.1,"body":"today and profitably grow and you"},{"startTime":409.101,"endTime":413.6,"body":"didn't update that program, or in"},{"startTime":409.101,"endTime":413.6,"body":"this case, that marketing program,"},{"startTime":413.601,"endTime":416.12,"body":"if you didn't update that and you kept"},{"startTime":413.601,"endTime":416.12,"body":"doing the same thing over and over,"},{"startTime":416.121,"endTime":418.91,"body":"and you kept hitting, remind me later"},{"startTime":416.121,"endTime":418.91,"body":"from my emulator, remind me later,"},{"startTime":419.12,"endTime":420.71,"body":"one of two things is going to happen."},{"startTime":421.58,"endTime":426.05,"body":"You are going to see a massive"},{"startTime":421.58,"endTime":426.05,"body":"decline in revenue and growth,"},{"startTime":426.56,"endTime":429.08,"body":"or you're going to have to shut your"},{"startTime":426.56,"endTime":429.08,"body":"doors because you weren't able to"},{"startTime":429.59,"endTime":430.73,"body":"profitably generate customers."},{"startTime":431.18,"endTime":435.2,"body":"And so the marketing operating"},{"startTime":431.18,"endTime":435.2,"body":"system works the same way,"},{"startTime":435.26,"endTime":436.88,"body":"but maybe you've said something like this,"},{"startTime":437.12,"endTime":440.84,"body":"maybe a marketing strategy comes on"},{"startTime":437.12,"endTime":440.84,"body":"the market, which is very frequently."},{"startTime":440.841,"endTime":444.17,"body":"It seems so let's say you read"},{"startTime":440.841,"endTime":444.17,"body":"about a new marketing tactic."},{"startTime":444.171,"endTime":447.92,"body":"You see something on bot messenger or"},{"startTime":444.171,"endTime":447.92,"body":"pay-per-click or email or whatever that"},{"startTime":447.921,"endTime":450.14,"body":"is. And you see something."},{"startTime":447.921,"endTime":450.14,"body":"And then you just say,"},{"startTime":450.86,"endTime":453.98,"body":"I don't have time for marketing, or"},{"startTime":450.86,"endTime":453.98,"body":"maybe you're saying XYZ strategy."},{"startTime":453.981,"endTime":457.52,"body":"Doesn't work in my industry."},{"startTime":453.981,"endTime":457.52,"body":"My customers aren't there."},{"startTime":457.521,"endTime":461.69,"body":"Or every agency I've ever hired has"},{"startTime":457.521,"endTime":461.69,"body":"bled me dry or produced zero results,"},{"startTime":461.84,"endTime":465.53,"body":"whatever that might be. And it might"},{"startTime":461.84,"endTime":465.53,"body":"be valid. I'm not saying it's not,"},{"startTime":465.531,"endTime":467.0,"body":"it might be valid. Uh,"},{"startTime":467.45,"endTime":471.83,"body":"but you're really pressing remind me later"},{"startTime":467.45,"endTime":471.83,"body":"because you're not taking the time to"},{"startTime":471.831,"endTime":474.83,"body":"figure it out. You're not taking"},{"startTime":471.831,"endTime":474.83,"body":"the time to update your programs."},{"startTime":474.831,"endTime":476.84,"body":"And sometimes you have to"},{"startTime":474.831,"endTime":476.84,"body":"get rid of old programs."},{"startTime":476.87,"endTime":481.16,"body":"So you can have ones that are compatible"},{"startTime":476.87,"endTime":481.16,"body":"with your marketing operating system."},{"startTime":482.06,"endTime":485.54,"body":"So markets change, tactics,"},{"startTime":485.541,"endTime":490.28,"body":"change methods of communication"},{"startTime":485.541,"endTime":490.28,"body":"change seems like every other day in"},{"startTime":490.281,"endTime":492.02,"body":"social media and search engines,"},{"startTime":492.35,"endTime":496.1,"body":"realistically change their"},{"startTime":492.35,"endTime":496.1,"body":"algorithms every single day,"},{"startTime":496.31,"endTime":500.84,"body":"which is why it's important to have"},{"startTime":496.31,"endTime":500.84,"body":"an MOS or a marketing operating system"},{"startTime":501.11,"endTime":502.46,"body":"that doesn't change."},{"startTime":502.64,"endTime":507.32,"body":"But rather the programs or the"},{"startTime":502.64,"endTime":507.32,"body":"marketing tactics just need"},{"startTime":507.65,"endTime":510.62,"body":"updated or removed as needed."},{"startTime":515.99,"endTime":516.823,"body":"[Inaudible]."},{"startTime":517.07,"endTime":518.48,"body":"An e-commerce email."},{"startTime":518.481,"endTime":523.46,"body":"Marketing must represent"},{"startTime":518.481,"endTime":523.46,"body":"30 to 50% of your revenue,"},{"startTime":523.461,"endTime":528.14,"body":"or at least that's what we see in the"},{"startTime":523.461,"endTime":528.14,"body":"highest performing e-commerce businesses"},{"startTime":528.23,"endTime":532.19,"body":"that we've worked with. And"},{"startTime":528.23,"endTime":532.19,"body":"if you've not used Klayvio,"},{"startTime":532.55,"endTime":534.95,"body":"you absolutely need to. We've"},{"startTime":532.55,"endTime":534.95,"body":"been in this business for so many."},{"startTime":535.17,"endTime":539.49,"body":"Now that we've tried about every tool"},{"startTime":535.17,"endTime":539.49,"body":"from HubSpot to MailChimp, to a Weber,"},{"startTime":539.491,"endTime":542.1,"body":"to constant contact, to"},{"startTime":539.491,"endTime":542.1,"body":"get response to claim,"},{"startTime":542.19,"endTime":545.67,"body":"but we've used almost every tool that"},{"startTime":542.19,"endTime":545.67,"body":"you can probably list off in your mind or"},{"startTime":545.671,"endTime":546.9,"body":"that you might be using."},{"startTime":547.2,"endTime":551.7,"body":"And we have never found"},{"startTime":547.2,"endTime":551.7,"body":"anything to be as valuable"},{"startTime":552.0,"endTime":556.38,"body":"as Klayvio for both email and SMS for our"},{"startTime":556.381,"endTime":558.9,"body":"campaign and our automations."},{"startTime":559.29,"endTime":562.89,"body":"If you've never used Klayvio we highly"},{"startTime":559.29,"endTime":562.89,"body":"recommend you try it, go to Allie"},{"startTime":565.71,"endTime":570.6,"body":"podcast.com/klayvio, which"},{"startTime":565.71,"endTime":570.6,"body":"is K L a V I Y IO to get"},{"startTime":570.601,"endTime":572.22,"body":"your trial started today."},{"startTime":578.79,"endTime":579.623,"body":"[Inaudible]."},{"startTime":579.87,"endTime":580.703,"body":"Okay."},{"startTime":581.04,"endTime":585.45,"body":"So the goal of the marketing operating"},{"startTime":581.04,"endTime":585.45,"body":"system is very simple. It really,"},{"startTime":585.451,"endTime":586.284,"body":"really is. Uh,"},{"startTime":586.29,"endTime":590.97,"body":"there's one primary goal in"},{"startTime":586.29,"endTime":590.97,"body":"India is to allow you to identify"},{"startTime":591.06,"endTime":594.03,"body":"bottlenecks within your marketing"},{"startTime":591.06,"endTime":594.03,"body":"and fix them. That's it."},{"startTime":594.6,"endTime":598.71,"body":"We want to quickly look at your"},{"startTime":594.6,"endTime":598.71,"body":"business at all as a whole,"},{"startTime":598.86,"endTime":602.76,"body":"and the marketing that you're"},{"startTime":598.86,"endTime":602.76,"body":"doing and identify, Hey,"},{"startTime":602.79,"endTime":605.49,"body":"this is what's stopping our growth."},{"startTime":605.79,"endTime":609.39,"body":"And then this is what"},{"startTime":605.79,"endTime":609.39,"body":"we need to do to fix it."},{"startTime":610.2,"endTime":612.69,"body":"So before I go into the MOS,"},{"startTime":612.691,"endTime":614.64,"body":"I'm going to break it down for"},{"startTime":612.691,"endTime":614.64,"body":"you in just a moment. I want it."},{"startTime":614.67,"endTime":619.23,"body":"I want to take it back to 1943. And"},{"startTime":614.67,"endTime":619.23,"body":"so I want to think back to 1943,"},{"startTime":619.231,"endTime":622.74,"body":"where there was this brilliant"},{"startTime":619.231,"endTime":622.74,"body":"guy named Abraham Maslow,"},{"startTime":622.741,"endTime":625.68,"body":"and you may have heard of this"},{"startTime":622.741,"endTime":625.68,"body":"and it's called Maslow's laws,"},{"startTime":625.681,"endTime":628.77,"body":"but it's the five levels of human needs."},{"startTime":629.76,"endTime":633.66,"body":"And with the five levels of human"},{"startTime":629.76,"endTime":633.66,"body":"needs, you have to envision a pyramid."},{"startTime":633.66,"endTime":635.58,"body":"If you've never heard"},{"startTime":633.66,"endTime":635.58,"body":"of this, it's a pyramid."},{"startTime":635.581,"endTime":639.48,"body":"And there are five different levels"},{"startTime":635.581,"endTime":639.48,"body":"of the pyramid starting at the bottom."},{"startTime":639.81,"endTime":643.08,"body":"And what Mazzo is states is"},{"startTime":639.81,"endTime":643.08,"body":"that starting at the bottom,"},{"startTime":643.081,"endTime":647.76,"body":"we have psychological needs. This"},{"startTime":643.081,"endTime":647.76,"body":"is the need for food, water, warmth,"},{"startTime":647.85,"endTime":652.8,"body":"rest. These are the basic level of human"},{"startTime":647.85,"endTime":652.8,"body":"needs. And so we have to have that met."},{"startTime":653.04,"endTime":656.31,"body":"There's a basic need in order"},{"startTime":653.04,"endTime":656.31,"body":"to ascend to the next level,"},{"startTime":656.311,"endTime":660.72,"body":"which is safety needs and the"},{"startTime":656.311,"endTime":660.72,"body":"need for security in a home."},{"startTime":660.99,"endTime":662.46,"body":"And so you have safety needs."},{"startTime":662.64,"endTime":666.96,"body":"And if you have those met you ascend to"},{"startTime":662.64,"endTime":666.96,"body":"the third level, which is belongingness,"},{"startTime":666.961,"endTime":670.32,"body":"and this includes intimate relationships"},{"startTime":666.961,"endTime":670.32,"body":"and your friendships because people"},{"startTime":670.321,"endTime":674.7,"body":"need to feel a sense. Humans"},{"startTime":670.321,"endTime":674.7,"body":"need a sense of belonging."},{"startTime":674.73,"endTime":679.17,"body":"And then above that we have esteem needs."},{"startTime":674.73,"endTime":679.17,"body":"And then it ends at the highest level,"},{"startTime":679.29,"endTime":681.87,"body":"which is self actualization."},{"startTime":681.871,"endTime":686.28,"body":"And this is realizing the full"},{"startTime":681.871,"endTime":686.28,"body":"potential of yourself, of your life,"},{"startTime":686.31,"endTime":688.26,"body":"that feeling of purpose."},{"startTime":688.26,"endTime":691.53,"body":"And so those are the five levels"},{"startTime":688.26,"endTime":691.53,"body":"of human needs that Maslow stated."},{"startTime":691.83,"endTime":696.31,"body":"And when he stated is we start at"},{"startTime":691.83,"endTime":696.31,"body":"the bottom and we ascend upward."},{"startTime":696.39,"endTime":698.64,"body":"And so as a need is met,"},{"startTime":698.76,"endTime":702.45,"body":"we will send through the five levels."},{"startTime":702.72,"endTime":706.47,"body":"But as a need is required,"},{"startTime":706.71,"endTime":711.48,"body":"we will revert to the lowest level of"},{"startTime":706.71,"endTime":711.48,"body":"need. Now, let me give you an example."},{"startTime":712.14,"endTime":715.63,"body":"Let's say all five levels are being met"},{"startTime":712.14,"endTime":715.63,"body":"all the way up to the point where you"},{"startTime":715.631,"endTime":718.63,"body":"have self-actualization you"},{"startTime":715.631,"endTime":718.63,"body":"realize your full potential,"},{"startTime":718.631,"endTime":722.44,"body":"you feel fulfillment in life. You"},{"startTime":718.631,"endTime":722.44,"body":"have greatest team, you have, uh,"},{"startTime":722.45,"endTime":726.04,"body":"your spouse and you have friends in"},{"startTime":722.45,"endTime":726.04,"body":"the safety and psychological needs."},{"startTime":726.041,"endTime":729.61,"body":"Let's say you have all of this, right?"},{"startTime":726.041,"endTime":729.61,"body":"You have all of these things. Well,"},{"startTime":729.79,"endTime":732.34,"body":"and then you're out with friends,"},{"startTime":729.79,"endTime":732.34,"body":"which is belonging, that's level three,"},{"startTime":732.67,"endTime":734.71,"body":"and you're hanging out with your"},{"startTime":732.67,"endTime":734.71,"body":"friends. You're having dinner."},{"startTime":734.74,"endTime":738.67,"body":"All of your needs are met. You feel"},{"startTime":734.74,"endTime":738.67,"body":"wonderful. But then as you're eating that,"},{"startTime":739.3,"endTime":742.24,"body":"uh, that prime T-bone steak, uh,"},{"startTime":742.6,"endTime":747.28,"body":"a piece breaks off and you start choking,"},{"startTime":742.6,"endTime":747.28,"body":"this is probably not a great analogy,"},{"startTime":747.73,"endTime":749.98,"body":"uh, but it breaks off and"},{"startTime":747.73,"endTime":749.98,"body":"you start choking. Well,"},{"startTime":749.981,"endTime":753.67,"body":"what's going to happen is"},{"startTime":749.981,"endTime":753.67,"body":"none of the needs matter,"},{"startTime":753.671,"endTime":758.11,"body":"except the lowest need, which is the"},{"startTime":753.671,"endTime":758.11,"body":"psychological need for air, right?"},{"startTime":758.111,"endTime":761.35,"body":"We have to breathe to survive."},{"startTime":758.111,"endTime":761.35,"body":"So it's going to drop,"},{"startTime":761.47,"endTime":763.96,"body":"self-actualization goes out"},{"startTime":761.47,"endTime":763.96,"body":"the window, esteem needs,"},{"startTime":764.02,"endTime":767.86,"body":"goes out the window security. You don't"},{"startTime":764.02,"endTime":767.86,"body":"even give a crap. You need to breathe,"},{"startTime":767.89,"endTime":772.66,"body":"or you're not going to live. And"},{"startTime":767.89,"endTime":772.66,"body":"so, as we ascend as needs are met,"},{"startTime":772.661,"endTime":776.86,"body":"we will ascend through the five"},{"startTime":772.661,"endTime":776.86,"body":"levels. And as Anita arises,"},{"startTime":776.861,"endTime":780.64,"body":"we will descend to the"},{"startTime":776.861,"endTime":780.64,"body":"lowest level of need."},{"startTime":781.27,"endTime":785.32,"body":"So I read that and I've known about it"},{"startTime":781.27,"endTime":785.32,"body":"for years. And then I read it in a book,"},{"startTime":785.98,"endTime":788.44,"body":"uh, a couple of years ago."},{"startTime":785.98,"endTime":788.44,"body":"And as I read in a book,"},{"startTime":788.65,"endTime":792.49,"body":"it started to click started to make"},{"startTime":788.65,"endTime":792.49,"body":"sense because marketing works very"},{"startTime":792.491,"endTime":796.48,"body":"similarly. If we want to"},{"startTime":792.491,"endTime":796.48,"body":"ascend through marketing,"},{"startTime":796.481,"endTime":799.9,"body":"to achieve brand omnipresence"},{"startTime":796.481,"endTime":799.9,"body":"in market leadership,"},{"startTime":799.95,"endTime":802.15,"body":"we want to achieve some"},{"startTime":799.95,"endTime":802.15,"body":"of these highest levels."},{"startTime":802.42,"endTime":807.1,"body":"We need to ascend from the base and"},{"startTime":802.42,"endTime":807.1,"body":"start working up through key components."},{"startTime":807.101,"endTime":808.54,"body":"So after many,"},{"startTime":808.541,"endTime":813.52,"body":"many moons of studying and planning and"},{"startTime":808.541,"endTime":813.52,"body":"building philosophy and testing this,"},{"startTime":813.521,"endTime":816.82,"body":"not only on ourselves and our"},{"startTime":813.521,"endTime":816.82,"body":"clients over and over and over again,"},{"startTime":816.821,"endTime":818.11,"body":"as well as our students, uh,"},{"startTime":818.111,"endTime":822.61,"body":"we've established what we call the"},{"startTime":818.111,"endTime":822.61,"body":"three levels of the marketing operating"},{"startTime":822.611,"endTime":824.62,"body":"system. The three levels"},{"startTime":822.611,"endTime":824.62,"body":"of MOS is what we call it."},{"startTime":825.1,"endTime":829.42,"body":"And so what I want you to do is picture"},{"startTime":825.1,"endTime":829.42,"body":"a pyramid. And on the first level,"},{"startTime":829.421,"endTime":831.4,"body":"this is that foundational level."},{"startTime":831.58,"endTime":835.54,"body":"You have your website and"},{"startTime":831.58,"endTime":835.54,"body":"instead of psychological, I mean,"},{"startTime":835.541,"endTime":838.72,"body":"really your website is the"},{"startTime":835.541,"endTime":838.72,"body":"psychological needs of your business."},{"startTime":838.99,"endTime":843.85,"body":"It sells your products, no"},{"startTime":838.99,"endTime":843.85,"body":"products, no sales, no business."},{"startTime":844.09,"endTime":848.5,"body":"And so your website and"},{"startTime":844.09,"endTime":848.5,"body":"e-commerce is that lowest level."},{"startTime":848.501,"endTime":851.38,"body":"It's the level one. If you"},{"startTime":848.501,"endTime":851.38,"body":"don't have your website,"},{"startTime":851.381,"endTime":854.17,"body":"you're not going to be able to ascend or"},{"startTime":851.381,"endTime":854.17,"body":"really do much because you can't drive"},{"startTime":854.171,"endTime":858.07,"body":"traffic to a dead website or a"},{"startTime":854.171,"endTime":858.07,"body":"website that's not existing, right?"},{"startTime":858.071,"endTime":862.54,"body":"So that's the very, very first level."},{"startTime":858.071,"endTime":862.54,"body":"And within website, we have messaging,"},{"startTime":862.63,"endTime":864.58,"body":"we have design, we have"},{"startTime":862.63,"endTime":864.58,"body":"conversion rate optimization."},{"startTime":864.581,"endTime":867.37,"body":"There are different components in that."},{"startTime":864.581,"endTime":867.37,"body":"And I'm not going to dive by the way,"},{"startTime":867.371,"endTime":871.75,"body":"crazy deep in each one of these"},{"startTime":867.371,"endTime":871.75,"body":"levels, because the first few episodes,"},{"startTime":871.87,"endTime":874.06,"body":"we're going to be diving"},{"startTime":871.87,"endTime":874.06,"body":"deeper into these,"},{"startTime":874.061,"endTime":877.51,"body":"to give you more understanding and"},{"startTime":874.061,"endTime":877.51,"body":"more explanation of what they are,"},{"startTime":877.57,"endTime":878.83,"body":"some basic components,"},{"startTime":878.831,"endTime":882.49,"body":"and then some more advanced components"},{"startTime":878.831,"endTime":882.49,"body":"based on where you're at in your business"},{"startTime":882.491,"endTime":885.43,"body":"journey. So the first"},{"startTime":882.491,"endTime":885.43,"body":"level is your website."},{"startTime":885.82,"endTime":890.02,"body":"And so after we have a website"},{"startTime":885.82,"endTime":890.02,"body":"it's operational, it's functioning,"},{"startTime":890.021,"endTime":892.64,"body":"it's working we to the second level."},{"startTime":892.85,"endTime":896.27,"body":"And the second level is what we"},{"startTime":892.85,"endTime":896.27,"body":"call funnels and communication."},{"startTime":896.62,"endTime":901.49,"body":"And this is where we convert and"},{"startTime":896.62,"endTime":901.49,"body":"nurture our database of both customers"},{"startTime":901.91,"endTime":906.53,"body":"and subscribers and subscribers are"},{"startTime":901.91,"endTime":906.53,"body":"people that have not yet purchased from us"},{"startTime":906.68,"endTime":908.96,"body":"yet. So funnels and communication."},{"startTime":908.961,"endTime":912.89,"body":"We're going to send people to"},{"startTime":908.961,"endTime":912.89,"body":"a funnel that converts people,"},{"startTime":913.07,"endTime":916.82,"body":"and then we're going to nurture them"},{"startTime":913.07,"endTime":916.82,"body":"through communication, which could be SMS."},{"startTime":916.85,"endTime":917.84,"body":"It could be email, et cetera."},{"startTime":918.08,"endTime":921.98,"body":"And it's going to nurture them to the"},{"startTime":918.08,"endTime":921.98,"body":"point of making new purchases for us,"},{"startTime":921.981,"endTime":925.64,"body":"with us, or repeat purchases"},{"startTime":921.981,"endTime":925.64,"body":"with us. So funnels,"},{"startTime":925.641,"endTime":928.25,"body":"convert traffic into"},{"startTime":925.641,"endTime":928.25,"body":"customers and subscribers,"},{"startTime":928.52,"endTime":933.32,"body":"communication nurture is your"},{"startTime":928.52,"endTime":933.32,"body":"customers and subscribers to place"},{"startTime":933.41,"endTime":938.06,"body":"orders with you. And so we do this"},{"startTime":933.41,"endTime":938.06,"body":"through funnels, uh, automation,"},{"startTime":938.061,"endTime":942.89,"body":"whether it's emails and SMS campaigns,"},{"startTime":938.061,"endTime":942.89,"body":"uh, whether it's email or SMS,"},{"startTime":943.07,"endTime":944.84,"body":"you get the idea. So"},{"startTime":943.07,"endTime":944.84,"body":"that's the second level,"},{"startTime":944.841,"endTime":949.16,"body":"which is funnels and communication."},{"startTime":944.841,"endTime":949.16,"body":"And the third level as we ascend,"},{"startTime":949.161,"endTime":951.5,"body":"once we have funnels and we"},{"startTime":949.161,"endTime":951.5,"body":"have communication established,"},{"startTime":951.65,"endTime":953.9,"body":"the third level is kind of"},{"startTime":951.65,"endTime":953.9,"body":"like the gasoline on the fire."},{"startTime":953.93,"endTime":955.25,"body":"And this is the traffic."},{"startTime":955.4,"endTime":959.03,"body":"So level three of the MOS is traffic."},{"startTime":959.06,"endTime":963.8,"body":"And this grows your database"},{"startTime":959.06,"endTime":963.8,"body":"because you're driving traffic to"},{"startTime":963.801,"endTime":967.25,"body":"those funnels that allow you"},{"startTime":963.801,"endTime":967.25,"body":"to then grow your database."},{"startTime":967.251,"endTime":971.15,"body":"And this can come in the form of word"},{"startTime":967.251,"endTime":971.15,"body":"of mouth, just client, uh, not clients,"},{"startTime":971.151,"endTime":975.65,"body":"customers loving your products and"},{"startTime":971.151,"endTime":975.65,"body":"just referring them to other people and"},{"startTime":975.651,"endTime":976.79,"body":"sending them to other people,"},{"startTime":976.91,"endTime":981.35,"body":"word of mouth is the strongest"},{"startTime":976.91,"endTime":981.35,"body":"form of traffic that you can drive."},{"startTime":981.351,"endTime":982.94,"body":"The conversion rate is"},{"startTime":981.351,"endTime":982.94,"body":"really, really high,"},{"startTime":983.15,"endTime":987.41,"body":"but the problem is you can't"},{"startTime":983.15,"endTime":987.41,"body":"predictably generate word of mouth."},{"startTime":987.59,"endTime":992.54,"body":"And so traffic is level three. And"},{"startTime":987.59,"endTime":992.54,"body":"then you also have within that,"},{"startTime":992.63,"endTime":994.82,"body":"you have word of mouth, you"},{"startTime":992.63,"endTime":994.82,"body":"have organic methodology,"},{"startTime":994.821,"endTime":999.26,"body":"and then you also have paid strategies"},{"startTime":994.821,"endTime":999.26,"body":"that you can incorporate. Now,"},{"startTime":999.261,"endTime":1002.41,"body":"one thing I do want to note that,"},{"startTime":999.261,"endTime":1002.41,"body":"although we have three levels, right,"},{"startTime":1002.411,"endTime":1006.28,"body":"we have the website, we have funnels"},{"startTime":1002.411,"endTime":1006.28,"body":"and communication, and we have traffic."},{"startTime":1006.281,"endTime":1010.39,"body":"It's important to note that each"},{"startTime":1006.281,"endTime":1010.39,"body":"level will never be never be"},{"startTime":1010.391,"endTime":1012.91,"body":"100% satisfied."},{"startTime":1012.97,"endTime":1016.81,"body":"Marketing is a long term"},{"startTime":1012.97,"endTime":1016.81,"body":"game. It's not short term,"},{"startTime":1017.08,"endTime":1021.58,"body":"it's a lifelong process in your"},{"startTime":1017.08,"endTime":1021.58,"body":"business of optimization. In learning."},{"startTime":1021.581,"endTime":1025.78,"body":"We really have to think as scientists"},{"startTime":1021.581,"endTime":1025.78,"body":"that's I call our whole team."},{"startTime":1025.781,"endTime":1028.12,"body":"I tell our team, like we were"},{"startTime":1025.781,"endTime":1028.12,"body":"literally just scientists."},{"startTime":1028.24,"endTime":1030.76,"body":"We have to test a versus B."},{"startTime":1030.79,"endTime":1033.52,"body":"We need to see what works"},{"startTime":1030.79,"endTime":1033.52,"body":"and what doesn't work."},{"startTime":1033.521,"endTime":1035.62,"body":"And then we're going to take what"},{"startTime":1033.521,"endTime":1035.62,"body":"works. And we're going to shift that."},{"startTime":1035.621,"endTime":1036.58,"body":"And we're going to say, okay,"},{"startTime":1036.73,"endTime":1040.99,"body":"can we beat the thing that was"},{"startTime":1036.73,"endTime":1040.99,"body":"working last time with a new thing?"},{"startTime":1040.991,"endTime":1044.08,"body":"And whether that's an angle or a product"},{"startTime":1040.991,"endTime":1044.08,"body":"or a funnel or whatever that might be."},{"startTime":1044.08,"endTime":1045.55,"body":"There's so many things in"},{"startTime":1044.08,"endTime":1045.55,"body":"marketing you can deal."},{"startTime":1045.88,"endTime":1050.8,"body":"And so your goal is to think like a"},{"startTime":1045.88,"endTime":1050.8,"body":"scientist to be in this ongoing process of"},{"startTime":1050.83,"endTime":1055.3,"body":"optimization and ascending"},{"startTime":1050.83,"endTime":1055.3,"body":"through these three levels."},{"startTime":1055.93,"endTime":1059.62,"body":"But if you operate within the system,"},{"startTime":1055.93,"endTime":1059.62,"body":"if you operate within the system,"},{"startTime":1059.74,"endTime":1060.61,"body":"there's good news."},{"startTime":1060.79,"endTime":1065.74,"body":"You'll always know how to identify"},{"startTime":1060.79,"endTime":1065.74,"body":"where you need to put your next"},{"startTime":1066.1,"endTime":1069.19,"body":"marketing dollar with"},{"startTime":1066.1,"endTime":1069.19,"body":"marketing. There is no Senate."},{"startTime":1069.35,"endTime":1072.44,"body":"There's no set it and forget it,"},{"startTime":1069.35,"endTime":1072.44,"body":"which I, I hear that a lot. Hey,"},{"startTime":1072.441,"endTime":1075.68,"body":"once we get our Facebook ads off the"},{"startTime":1072.441,"endTime":1075.68,"body":"ground or our Google campaigns going,"},{"startTime":1075.681,"endTime":1077.6,"body":"we can just set it and kind"},{"startTime":1075.681,"endTime":1077.6,"body":"of cruise on that. Right?"},{"startTime":1077.87,"endTime":1081.38,"body":"And the answer is for a short"},{"startTime":1077.87,"endTime":1081.38,"body":"while. Yes. For a little bit,"},{"startTime":1081.381,"endTime":1084.89,"body":"you might be able to, but with real"},{"startTime":1081.381,"endTime":1084.89,"body":"marketing, with powerful marketing,"},{"startTime":1085.04,"endTime":1088.34,"body":"it takes work. It takes patience."},{"startTime":1088.52,"endTime":1093.14,"body":"If you skip steps or you avoid change"},{"startTime":1088.52,"endTime":1093.14,"body":"and you'll avoid updating your, your,"},{"startTime":1093.141,"endTime":1096.65,"body":"your tactics or your programs within"},{"startTime":1093.141,"endTime":1096.65,"body":"the marketing operating system,"},{"startTime":1096.74,"endTime":1098.9,"body":"you're going to find yourself"},{"startTime":1096.74,"endTime":1098.9,"body":"right back where you started."},{"startTime":1098.9,"endTime":1103.34,"body":"And that is with an outdated"},{"startTime":1098.9,"endTime":1103.34,"body":"operating system. Now,"},{"startTime":1103.43,"endTime":1107.06,"body":"once, once you you've kind of"},{"startTime":1103.43,"endTime":1107.06,"body":"grasped this once, you know,"},{"startTime":1107.061,"endTime":1109.82,"body":"this is the marketing operating"},{"startTime":1107.061,"endTime":1109.82,"body":"system, this is the MOS."},{"startTime":1109.821,"endTime":1111.65,"body":"We have the three tiers,"},{"startTime":1109.821,"endTime":1111.65,"body":"right? We have our website,"},{"startTime":1111.83,"endTime":1113.96,"body":"we have funnels and communication"},{"startTime":1111.83,"endTime":1113.96,"body":"and we have traffic."},{"startTime":1114.11,"endTime":1118.04,"body":"The next question becomes, okay,"},{"startTime":1114.11,"endTime":1118.04,"body":"Josh, well, what do I do? Um,"},{"startTime":1118.07,"endTime":1119.84,"body":"I'm doing a little bit of social media."},{"startTime":1119.96,"endTime":1124.13,"body":"Maybe you're doing a little"},{"startTime":1119.96,"endTime":1124.13,"body":"bit of blogging. Maybe, uh,"},{"startTime":1124.16,"endTime":1125.84,"body":"Maybe you're, you've tried Facebook ads,"},{"startTime":1125.841,"endTime":1129.08,"body":"but it hasn't worked in the past"},{"startTime":1125.841,"endTime":1129.08,"body":"before. Uh, your website is operational,"},{"startTime":1129.081,"endTime":1131.63,"body":"but it's not where you want it to be."},{"startTime":1129.081,"endTime":1131.63,"body":"And there are all these questions, right?"},{"startTime":1131.78,"endTime":1135.11,"body":"Cause there's so many things that"},{"startTime":1131.78,"endTime":1135.11,"body":"you can focus, focus on. Well,"},{"startTime":1135.38,"endTime":1139.19,"body":"I like to do a quick five minute"},{"startTime":1135.38,"endTime":1139.19,"body":"evaluation and it's six, really,"},{"startTime":1139.191,"endTime":1142.67,"body":"really basic questions. And this is more"},{"startTime":1139.191,"endTime":1142.67,"body":"if you're, if you're getting started,"},{"startTime":1143.0,"endTime":1146.78,"body":"uh, this is a wonderful place to"},{"startTime":1143.0,"endTime":1146.78,"body":"begin. And in the coming episodes,"},{"startTime":1146.781,"endTime":1148.52,"body":"I'm going to dive deep into"},{"startTime":1146.781,"endTime":1148.52,"body":"more advanced strategies,"},{"startTime":1148.521,"endTime":1152.57,"body":"but here are six questions you need to"},{"startTime":1148.521,"endTime":1152.57,"body":"ask yourself related to each one of those"},{"startTime":1152.69,"endTime":1157.16,"body":"levels. The first question is, do I have"},{"startTime":1152.69,"endTime":1157.16,"body":"a website that is functioning? Well,"},{"startTime":1157.43,"endTime":1162.29,"body":"doesn't look like it was built in 2005"},{"startTime":1157.43,"endTime":1162.29,"body":"and is currently able to take orders."},{"startTime":1163.7,"endTime":1168.02,"body":"If the answer is, yes, you can put"},{"startTime":1163.7,"endTime":1168.02,"body":"a check mark by that for right now."},{"startTime":1168.08,"endTime":1169.28,"body":"And we're going to send to the next level."},{"startTime":1169.43,"endTime":1171.65,"body":"There are more things within the"},{"startTime":1169.43,"endTime":1171.65,"body":"website that I'm going to again,"},{"startTime":1171.68,"endTime":1174.2,"body":"talk about later that are more"},{"startTime":1171.68,"endTime":1174.2,"body":"advanced, but for right now,"},{"startTime":1174.26,"endTime":1176.66,"body":"do you have a website? Is it taking"},{"startTime":1174.26,"endTime":1176.66,"body":"orders? Are you getting orders?"},{"startTime":1176.661,"endTime":1181.04,"body":"Is it functioning? And does it not look"},{"startTime":1176.661,"endTime":1181.04,"body":"like it was built 15 or 20 years ago?"},{"startTime":1181.07,"endTime":1182.63,"body":"And the answer is, yes. We're"},{"startTime":1181.07,"endTime":1182.63,"body":"going to go ahead and, uh,"},{"startTime":1182.99,"endTime":1184.58,"body":"send you to the next level."},{"startTime":1185.51,"endTime":1189.14,"body":"Second question you need to ask regarding"},{"startTime":1185.51,"endTime":1189.14,"body":"funnels and communication is do I have"},{"startTime":1189.141,"endTime":1194.12,"body":"a core product page that I drive"},{"startTime":1189.141,"endTime":1194.12,"body":"traffic to as an entry point for people"},{"startTime":1194.121,"endTime":1197.87,"body":"becoming a customer, the first funnel,"},{"startTime":1198.65,"endTime":1201.68,"body":"the first funnel that we"},{"startTime":1198.65,"endTime":1201.68,"body":"recommend is finding a product,"},{"startTime":1201.98,"endTime":1204.56,"body":"a product that is a bestseller,"},{"startTime":1201.98,"endTime":1204.56,"body":"maybe of a bestseller right now,"},{"startTime":1204.561,"endTime":1206.45,"body":"or you have a product that"},{"startTime":1204.561,"endTime":1206.45,"body":"is a core product for you."},{"startTime":1206.6,"endTime":1209.99,"body":"That is a great entry point for"},{"startTime":1206.6,"endTime":1209.99,"body":"your customers because you have,"},{"startTime":1210.02,"endTime":1212.03,"body":"you can't run traffic to every product."},{"startTime":1212.031,"endTime":1215.69,"body":"Let's say you have 120 products or"},{"startTime":1212.031,"endTime":1215.69,"body":"some clients we work with have 12,000"},{"startTime":1215.691,"endTime":1219.65,"body":"products. You can't equally run traffic"},{"startTime":1215.691,"endTime":1219.65,"body":"to everything. It doesn't make sense."},{"startTime":1219.8,"endTime":1224.51,"body":"You have to find what we call"},{"startTime":1219.8,"endTime":1224.51,"body":"our core product or products in."},{"startTime":1224.511,"endTime":1227.51,"body":"Those will become our initial funnels."},{"startTime":1227.54,"endTime":1231.11,"body":"We're going to drive traffic to them"},{"startTime":1227.54,"endTime":1231.11,"body":"with the goal of acquiring purchases."},{"startTime":1231.111,"endTime":1231.98,"body":"So that's the first question."},{"startTime":1232.16,"endTime":1237.14,"body":"Do I have a core product page that"},{"startTime":1232.16,"endTime":1237.14,"body":"I can drive product traffic to as"},{"startTime":1237.141,"endTime":1240.53,"body":"an entry point for becoming a"},{"startTime":1237.141,"endTime":1240.53,"body":"customer? The third question is,"},{"startTime":1240.531,"endTime":1244.1,"body":"do I communicate weekly with my database?"},{"startTime":1244.34,"endTime":1247.59,"body":"And your communication can look"},{"startTime":1244.34,"endTime":1247.59,"body":"different. It might be email,"},{"startTime":1247.62,"endTime":1249.81,"body":"which is the most common."},{"startTime":1247.62,"endTime":1249.81,"body":"Uh, it might be SMS,"},{"startTime":1249.9,"endTime":1254.73,"body":"or maybe it is you send snail"},{"startTime":1249.9,"endTime":1254.73,"body":"mail, snail mail letters, uh,"},{"startTime":1254.76,"endTime":1258.06,"body":"to your customers and your"},{"startTime":1254.76,"endTime":1258.06,"body":"subscribers via direct mail."},{"startTime":1258.09,"endTime":1261.12,"body":"I highly doubt you do that. I'm"},{"startTime":1258.09,"endTime":1261.12,"body":"just being a little absurd here,"},{"startTime":1261.39,"endTime":1264.12,"body":"but do you communicate Kate weekly,"},{"startTime":1264.36,"endTime":1266.85,"body":"at least weekly with your database,"},{"startTime":1266.851,"endTime":1270.87,"body":"if not leave that box open because that's"},{"startTime":1266.851,"endTime":1270.87,"body":"something that you need to fix a good,"},{"startTime":1270.99,"endTime":1272.25,"body":"I'm going to give you a story. Actually,"},{"startTime":1272.251,"endTime":1276.87,"body":"we had a client start with us and 5%"},{"startTime":1272.251,"endTime":1276.87,"body":"of the revenue was coming from email."},{"startTime":1277.2,"endTime":1279.96,"body":"And when we asked them, how"},{"startTime":1277.2,"endTime":1279.96,"body":"often are you emailing your list?"},{"startTime":1280.22,"endTime":1285.12,"body":"They said once per month or whenever"},{"startTime":1280.22,"endTime":1285.12,"body":"they get to it. So as you know,"},{"startTime":1285.121,"endTime":1288.9,"body":"and if you're doing that right now, it"},{"startTime":1285.121,"endTime":1288.9,"body":"might be once per month. But in reality,"},{"startTime":1288.901,"endTime":1291.42,"body":"it's like once every five"},{"startTime":1288.901,"endTime":1291.42,"body":"weeks or six or seven weeks."},{"startTime":1291.421,"endTime":1295.47,"body":"And because there's no plan"},{"startTime":1291.421,"endTime":1295.47,"body":"behind it, if you fail to plan,"},{"startTime":1295.53,"endTime":1296.79,"body":"you plan to fail."},{"startTime":1297.09,"endTime":1300.72,"body":"And so you have to send at"},{"startTime":1297.09,"endTime":1300.72,"body":"least a weekly communication."},{"startTime":1300.721,"endTime":1304.38,"body":"And so this client 5% of the"},{"startTime":1300.721,"endTime":1304.38,"body":"revenue was coming from email. Uh,"},{"startTime":1304.41,"endTime":1305.191,"body":"right after that, we said,"},{"startTime":1305.191,"endTime":1308.61,"body":"you need to start sending"},{"startTime":1305.191,"endTime":1308.61,"body":"at least a weekly email to"},{"startTime":1308.611,"endTime":1313.32,"body":"weeks of doing that email represented"},{"startTime":1308.611,"endTime":1313.32,"body":"25% of their entire store's"},{"startTime":1313.321,"endTime":1317.01,"body":"revenue. It was that easy. And we got an"},{"startTime":1313.321,"endTime":1317.01,"body":"email from them saying, oh my goodness,"},{"startTime":1317.011,"endTime":1318.09,"body":"we had no idea."},{"startTime":1318.091,"endTime":1322.62,"body":"This is how powerful email really is"},{"startTime":1318.091,"endTime":1322.62,"body":"and how powerful weekly communication"},{"startTime":1322.8,"endTime":1325.83,"body":"is. So all that to say, if"},{"startTime":1322.8,"endTime":1325.83,"body":"you're not communicating weekly,"},{"startTime":1325.831,"endTime":1328.71,"body":"you have to communicate with your"},{"startTime":1325.831,"endTime":1328.71,"body":"database customers and subscribers,"},{"startTime":1328.89,"endTime":1331.71,"body":"at least once per week."},{"startTime":1328.89,"endTime":1331.71,"body":"The fourth question,"},{"startTime":1332.07,"endTime":1336.03,"body":"do I have basic email"},{"startTime":1332.07,"endTime":1336.03,"body":"or SMS automation setup,"},{"startTime":1336.06,"endTime":1339.78,"body":"and this will be cart abandonment"},{"startTime":1336.06,"endTime":1339.78,"body":"in a new customer welcome series."},{"startTime":1339.781,"endTime":1344.19,"body":"When somebody buys from you, are you"},{"startTime":1339.781,"endTime":1344.19,"body":"indoctrinating them to your brand?"},{"startTime":1344.191,"endTime":1347.91,"body":"Are you sending them"},{"startTime":1344.191,"endTime":1347.91,"body":"a series of 5, 10, 15,"},{"startTime":1347.91,"endTime":1351.84,"body":"20 emails that are indoctrinating"},{"startTime":1347.91,"endTime":1351.84,"body":"them, getting them to know who you are,"},{"startTime":1351.841,"endTime":1353.85,"body":"what you represent,"},{"startTime":1351.841,"endTime":1353.85,"body":"why you do what you do,"},{"startTime":1354.0,"endTime":1356.49,"body":"and also positioning other"},{"startTime":1354.0,"endTime":1356.49,"body":"products in front of them."},{"startTime":1356.52,"endTime":1361.14,"body":"So do you have basic levels"},{"startTime":1356.52,"endTime":1361.14,"body":"of email or SMS automations"},{"startTime":1361.2,"endTime":1364.86,"body":"set up? And those are the three"},{"startTime":1361.2,"endTime":1364.86,"body":"questions for funnels and communication."},{"startTime":1366.12,"endTime":1368.37,"body":"Two more questions."},{"startTime":1366.12,"endTime":1368.37,"body":"Question number five is,"},{"startTime":1368.43,"endTime":1371.22,"body":"do I post on social media"},{"startTime":1368.43,"endTime":1371.22,"body":"three to five times per week?"},{"startTime":1371.25,"endTime":1375.3,"body":"And this is the reason this"},{"startTime":1371.25,"endTime":1375.3,"body":"is the question is because"},{"startTime":1375.301,"endTime":1380.13,"body":"that very first entry point of organic"},{"startTime":1375.301,"endTime":1380.13,"body":"marketing. Social media is pretty easy."},{"startTime":1380.19,"endTime":1381.36,"body":"You're probably doing it right now,"},{"startTime":1381.39,"endTime":1385.32,"body":"but are you posting at least three to"},{"startTime":1381.39,"endTime":1385.32,"body":"five times a week minimum to check that"},{"startTime":1385.321,"endTime":1388.02,"body":"baseline box? If so, check that."},{"startTime":1388.021,"endTime":1390.06,"body":"And we're going to move on to"},{"startTime":1388.021,"endTime":1390.06,"body":"the final question. And that is,"},{"startTime":1390.33,"endTime":1395.01,"body":"am I profitably advertising on a"},{"startTime":1390.33,"endTime":1395.01,"body":"single paid ad network like Facebook"},{"startTime":1395.28,"endTime":1397.8,"body":"or Google and profitably is the key."},{"startTime":1397.801,"endTime":1400.86,"body":"You have to know if"},{"startTime":1397.801,"endTime":1400.86,"body":"you're profitable or not,"},{"startTime":1400.861,"endTime":1402.69,"body":"and I'm going to be teaching you some, uh,"},{"startTime":1402.75,"endTime":1404.1,"body":"I'm going to be teaching"},{"startTime":1402.75,"endTime":1404.1,"body":"you in another episode,"},{"startTime":1404.101,"endTime":1408.51,"body":"the three rules of profitable marketing"},{"startTime":1404.101,"endTime":1408.51,"body":"and how we apply it to every component"},{"startTime":1408.72,"endTime":1411.54,"body":"of the MOS in a future"},{"startTime":1408.72,"endTime":1411.54,"body":"episode. But you have to ask,"},{"startTime":1411.541,"endTime":1416.43,"body":"am I profitably advertising on a"},{"startTime":1411.541,"endTime":1416.43,"body":"single paid ad network like Google or"},{"startTime":1416.431,"endTime":1420.66,"body":"Facebook? So those are the six questions"},{"startTime":1416.431,"endTime":1420.66,"body":"it's going to cover your website,"},{"startTime":1420.81,"endTime":1422.7,"body":"your funnels and communication"},{"startTime":1420.81,"endTime":1422.7,"body":"and your traffic."},{"startTime":1422.73,"endTime":1427.3,"body":"If you have not checked those boxes,"},{"startTime":1422.73,"endTime":1427.3,"body":"then you know, is where I need to fix."},{"startTime":1427.33,"endTime":1429.85,"body":"This is what I need to fix next."},{"startTime":1429.851,"endTime":1432.58,"body":"And they're simple questions that will"},{"startTime":1429.851,"endTime":1432.58,"body":"get you started. So if you've answered,"},{"startTime":1432.581,"endTime":1436.21,"body":"no, that's where you need to start. If"},{"startTime":1432.581,"endTime":1436.21,"body":"you've answered yes to all of these,"},{"startTime":1436.45,"endTime":1440.29,"body":"then you need to continue listening"},{"startTime":1436.45,"endTime":1440.29,"body":"because we're going to be deep diving into"},{"startTime":1440.32,"endTime":1444.19,"body":"each one of those three components"},{"startTime":1440.32,"endTime":1444.19,"body":"of the MOS and future episodes,"},{"startTime":1444.191,"endTime":1448.18,"body":"as well as walking through"},{"startTime":1444.191,"endTime":1448.18,"body":"our three rules to profitable"},{"startTime":1448.78,"endTime":1450.76,"body":"marketing. So to close up here,"},{"startTime":1451.0,"endTime":1454.3,"body":"I want to recap the three levels"},{"startTime":1451.0,"endTime":1454.3,"body":"of the marketing operating system."},{"startTime":1454.51,"endTime":1459.37,"body":"The first level we have your website that"},{"startTime":1454.51,"endTime":1459.37,"body":"sells your products. The second level,"},{"startTime":1459.371,"endTime":1461.29,"body":"we have funnels and communication,"},{"startTime":1461.41,"endTime":1466.06,"body":"this converts and nurtures your"},{"startTime":1461.41,"endTime":1466.06,"body":"database of both customers and"},{"startTime":1466.061,"endTime":1466.894,"body":"subscribers."},{"startTime":1466.99,"endTime":1471.13,"body":"And the third highest level"},{"startTime":1466.99,"endTime":1471.13,"body":"of your MOS is traffic."},{"startTime":1471.43,"endTime":1475.81,"body":"And this expands and grows"},{"startTime":1471.43,"endTime":1475.81,"body":"your database predictably."},{"startTime":1476.89,"endTime":1480.31,"body":"Now, what I want to do is issue"},{"startTime":1476.89,"endTime":1480.31,"body":"you a challenge. I want to,"},{"startTime":1480.64,"endTime":1485.29,"body":"I want to issue a challenge for you"},{"startTime":1480.64,"endTime":1485.29,"body":"to commit to the MOS for the next 90"},{"startTime":1485.291,"endTime":1487.42,"body":"days. I want to challenge you to commit,"},{"startTime":1487.421,"endTime":1492.31,"body":"to following the process for the next"},{"startTime":1487.421,"endTime":1492.31,"body":"90 days, to using that framework,"},{"startTime":1492.311,"endTime":1496.99,"body":"to identify where your bottlenecks"},{"startTime":1492.311,"endTime":1496.99,"body":"are and what you need to fix next."},{"startTime":1497.95,"endTime":1502.48,"body":"So if you're in, I want you to do one"},{"startTime":1497.95,"endTime":1502.48,"body":"thing. I want you to go to your email."},{"startTime":1503.14,"endTime":1503.973,"body":"I want you to email"},{"startTime":1507.4,"endTime":1511.72,"body":"me@joshatalliepodcast.com with the"},{"startTime":1507.4,"endTime":1511.72,"body":"subject line I'm in as a sign of your"},{"startTime":1511.721,"endTime":1512.32,"body":"commitment."},{"startTime":1512.32,"endTime":1516.85,"body":"And then that way I can follow"},{"startTime":1512.32,"endTime":1516.85,"body":"along and share you on during your"},{"startTime":1516.851,"endTime":1520.96,"body":"first 90 days of implementing the MOS,"},{"startTime":1521.38,"endTime":1523.87,"body":"you've been listening to"},{"startTime":1521.38,"endTime":1523.87,"body":"the e-commerce Alli podcast."},{"startTime":1524.23,"endTime":1525.46,"body":"You can find the show notes for this"},{"startTime":1528.37,"endTime":1530.83,"body":"podcast@allipodcast.com as well"},{"startTime":1528.37,"endTime":1530.83,"body":"as other resources on the MLS."},{"startTime":1530.86,"endTime":1532.75,"body":"If you want to visually"},{"startTime":1530.86,"endTime":1532.75,"body":"see what it looks like,"},{"startTime":1532.751,"endTime":1535.96,"body":"you can go find all that"},{"startTime":1532.751,"endTime":1535.96,"body":"information and please, please,"},{"startTime":1535.961,"endTime":1540.79,"body":"please drop a review of this podcast and"},{"startTime":1535.961,"endTime":1540.79,"body":"whatever app that you're listening in"},{"startTime":1540.791,"endTime":1544.45,"body":"on, on behalf of the entire team of"},{"startTime":1540.791,"endTime":1544.45,"body":"flight media. I want to say, thank you."},{"startTime":1544.72,"endTime":1548.2,"body":"Thank you for listening to this podcast"},{"startTime":1544.72,"endTime":1548.2,"body":"and thank you for doing what you do."},{"startTime":1548.201,"endTime":1552.1,"body":"Thank you for making the world a"},{"startTime":1548.201,"endTime":1552.1,"body":"better place with your products."},{"startTime":1552.37,"endTime":1553.203,"body":"We'll see you soon."},{"startTime":1590.14,"endTime":1590.14,"body":"[Inaudible]."}]}