Podcast File

 

Podcast Transcription

 

Hey, guys! I’ve got something very special for you today. This is going to be a very powerful interview that I did the other day with Mr. Andrew Warner, the founder of Myxergy – it was on fire. 

 

I can tell you that this guy is very intense. I think I kind of impart a match. I’m always very fast.

 

You guys might have listened to some of my podcasts before, seen my seminars, I usually talk very fast and I’m very intense.

 

MATTERS OF DISCUSSION

 

online marketer business meeting with laptop

Doing this interview with Andrew, he’s also very fast and very intense. It was a very good interview. We went over the subject of Messenger marketing.

 

But we also went over my story how I got to where I’m at today:

  • how I was able to build my agency
  • how I got my first client
  • what I recommend for them to grab and get their agencies started
  • the Messenger marketing strategy. 

 

We talked about so much stuff. It is truly a powerful interview so I decided to put in here for you because I think that’s going to provide a lot of value.

 

MANYCHAT 2019

 

Also, today as I’m recording this, it’s Wednesday before the Conversations event starts which is the 2019 Messenger marketing’s biggest and largest marketing conference in the world hosted by ManyChat themselves.

 

I’m going to be speaking on it this coming Sunday. Maybe some of you guys will be there.

manychat conversations conference 2019 agm marketing agency t-shirt

Actual picture taken from the Conversations Conference Event

You’ll see some of my team’s shirts. We’re going to have AGM shirts. We’re going to be helping people.

 

There’s going to be a ton of us there just helping people understand the opportunity on the Messenger platform.

 

IT’S GOING TO BE GREAT!

 

If you guys are there, make sure that you look for the shirts. I’m going to be there all Friday, Saturday and Sunday.

 

Hopefully, I can meet some of you guys and see if we can chit chat a little bit. But anyway, I am going to let you get to this interview right now.

 

DO THESE THINGS FIRST!

 

happy businessman using laptop

Before I let you listen to this interview, which again you’re going to be blown away, I think you are going to like it, I am going to ask you for two things if you haven’t done so yet.

 

I don’t ask you for much. I generally don’t. I can tell you that for every single thing that I offer, I probably give a hundred things away and that’s just how I roll.

 

I think that’s a successful strategy for EARNING PEOPLE’S TRUST in any business.

IT’S EASY!

 

This one I’m going to ask you and I want you to go and do it. You don’t even have to pause this podcast. You can do it while you continue listening to this podcast.

 

I understand your time is valuable. You might be doing exercise or you might be cleaning or just learning while you work on the computer or the car wherever you might be.

 

I understand that but I’m going to ask you to help me with this if you’re in a position of being able to do so. I want you to first subscribe to the podcast. 

 

1. FOLLOW ME

subscribe-button-click

If you are on Apple podcast, you can just literally close down this particular episode and go to the main episode and SUBSCRIBE to the channel if you haven’t done so yet. 

 

It’s going to help me get more people, get BETTER RANKING, and positioning for my podcast. It’s important.

 

2. SAY SOMETHING

 

girl writing a review/feedback online

I want you to help me WRITE A REVIEW.

 

If it’s giving you any value if you have taken any of these podcast advice which is me just sharing with you the things that I’m doing successfully across my agency and my brands. 

 

I would like for you to spread the word and help me write a review.

 

It doesn’t matter if it is a 1-star or 5-star. Hopefully, it’s more 5-star. But if you could write me a review and let the world know what you think about me.

5-STAR-REVIEW-PODCAST

I will be greatly appreciative. I’m paying attention. I was going there and we got over 100 views already as of right now and they’re coming in. 

 

Helping a lot of people is exciting!

 

But if you can help me do that and take a minute and write a review on Apple podcast and Google podcast or any platform that you are listening to this podcast from, that I will greatly appreciate.

 

Say a few words, select a star rating and submit it. I’m going to be paying attention.

 

We’re going to be selecting a winner from the reviews every single month to get a one-on-one consult with me so I can help them with the bird’s eye view of the business.

 

We’ll notify the winner once we have selected that person.

 

But, in the meantime, I hope that you enjoy the podcast. Remember to subscribe and write a review, help me spread the word, and here you go. Here’s the interview with Andrew Warner from Myxergy. 

 

 

“THE INTERVIEW”

condenser microphone for interview

 

WHAT’S YOUR  INCOME?

 

Manuel: It’s a pleasure to be here, Andrew. Thank you very much. I’ve followed your story for the last few years and I’ve seen you provided a ton of value to this community. So, it’s a pleasure.

 

Andrew: Thanks, man. You’ve built up your agency from nothing. What is its revenue today?

 

Manuel: We’re doing about $200,000 a month. I’m already on the 2 and a half, $3 million a year and growing steadily, getting a lot of attention at this point right now because of my content, the results. I don’t even look for clients. They come and show up on my doorstep which is a good problem to have. 

 

ACHIEVING YOUR GOAL

Andrew: Give me an example of a campaign that you’re both proud of and will help us understand what you do. 

 

Manuel: There are many things that I’ve done over the last few years. We have a lot of big guys on our agency. One of them is like you mentioned, Dr. Eric Berg. He has grown dramatically. Messenger has been one of those big, and powerful channels for him. To give you a comparison, Dr. Berg has been in business for over two decades. In a matter of around 2 years, we generated a Messenger channel that has 700,000 subscribers on it today. 

 

Andrew: Seven hundred thousand subscribers. People are getting his Facebook Messenger alerts. Their phones vibrate, they tap it, they open it up. Does that translate to any revenue, profits, or anything financial? 

 

Manuel: A ton of it more than most people can say. One person that was shocked about this is Dr. Berg himself because it took him about 18 years to go from zero emails to 150,000 emails. The fact that we were able to repeat a process but 5x it in a matter of a year and a half was incredible. About 25% comes from Messenger and he’s in the millions of dollars every single month. 

 

Andrew: Wow, it’s a huge deal! For him, you told me before we started, one of the things you do is YouTube work. What do you do for him on his YouTube channel? 

 

THIS IS WHAT WE DO

Manuel: We have an agency that has over 50 staff and we have Facebook advertisers, media buyers, Messenger experts and all that. I have a team of people that created an explosion on his YouTube channel.

 

We optimize his titles, his SEO, content overall. We do editing and get the content seen by more people like this particular YouTube channel. I have rinsed and repeated that a couple of times already. 

 

It all started with my dad. My dad was my first client that also is a YouTube star in his rights with millions of subscribers and followers. Right now, Dr. Berg is getting about 16 million views on YouTube every single month and we are the ones ensuring that content is seen by as many people as possible. 

 

Andrew: SEO and other work, you also do editing and help him come up with topics?

 

HOW SUCCESSFUL PEOPLE DO CONTENT CREATION

Manuel: Yes. We give him content ideas. We have a whole structured process of feeding data to him. We use the survey data from our existing audiences to find out what content is hot and we feed it back to him. He uses that to create more content.

 

But these guy is next level on content creation. He does 14 videos a week right now. A lot of us are wondering if we have what it takes to produce one video a week. When you get in a rhythm, eventually you will get to that level. 

 

My dad does 7 a week and Dr. Berg does 14 a week. We do titles and optimizations, ads, descriptions, all the stuff you can do plus a couple of ninja things which is for another subject for another day in regards to getting that content see organically. The growth on YouTube is not paid advertising, it’s organic growth for both my dad and Dr. Berg.

 

Grant Cardone invest a lot of money on YouTube. That’s a different animal that will help optimize the channel too. But he does put a lot of money. 

 

Andrew: Do you spend money on Grant Cardone or are you buying ads for him? 

 

Manuel: No! We did all the optimization for his channel. Our thing is optimization for organic each. He has an internal team that has been doing the paid advertising Google Adwords for him. We built his Facebook Messenger channel which was launched about 2 months ago. That, from the ground up was built by my team. It went from zero to 50,000 subscribers that he has right now. It’s quite fast with a little bit of energy.

 

OH NO! MY DAD’S IN TROUBLE!

Andrew: I do want to get into that. Let’s talk about how you built this business, how you got into it. You said that you got into the agency space because your dad had a problem and the problem was…

 

Manuel: Puerto Rico, if you guys know about that island, it has been on the news for a long time. Way before the hurricane, it was already a bankrupt island in a lot of trouble with a government that is falling into pieces. My dad being in Puerto Rico, we have a business called NaturalSlim which was in one single country, having a really tough time of not surviving. 

 

He had a book and his book was not doing that well anymore because there’s a limit. 

 

We’re talking about too many people on a small island. Eventually, you are going to run out of people to sell your products to.

 

I found my dad a situation having a tough time not being able to provide for his staff anymore.

 

I said, “Dad, we are going to get you in front of the camera. You are going to grab that incredible content that you wrote on that book and we are going to start putting it on videos.

 

frank suarez holding a book

 

He said, “Really?” I said, “Yes. Start.”

 

At this point, he’s 63 years old. He thinks he’s a crazy man talking to a camera. We put a camera. We put a studio and start talking about different things. For the first 6 months, nobody was paying attention but eventually, it started snowballing.

 

Andrew: I want to understand how you built up your agency. Let’s take it step-by-step. You helped him get in front of a camera. Were you holding up the camera or setting up the camera for him first? 

 

Manuel: There is a long story to that. In short, my dad is not into, just because I’m his son, he’s going to give me the empire. I built my own business. It was an e-commerce business. It was doing $600,000 a month.

 

Andrew: Before you helped him by getting him in front of a camera with the e-commerce business that you had?

 

HOW IT ALL BEGUN 

Handsome young teacher sitting at table in classroom

 

Manuel: My story started in 2010, Andrew, when I went bankrupt and I had to look for a solution.

 

Andrew: Why did you look bankrupt? 

 

Manuel: I came into the United States in 2006. I told you a little bit about this on the pre-interview. My wife and I bought a property. I don’t have a career, I don’t have certificates on the wall, I don’t have a degree, nothing. I got a job. The economy collapsed. I was the last one to buy a house in the subprime mortgage market. I was the last one. I don’t think anybody else bought after me.

The market collapsed in 2007. We lost everything. I already have 3 kids. In 2010, the bankruptcy is final and I had to rebuild and find a way out. 

 

For the next few years, I looked for options. In 2013, I got introduced to AMAZON which turned out that I am good at it. I found a partnership with two friends. We became a partnership of 3 people.

 

OUR FIRST PRODUCT

We buy bed sheets from China. We change the labels, put them on Amazon and started selling like crazy.

 

We’re in our pajamas in the middle of the night after work hours. Within a matter of 18 months, it was selling about $600,000 a month.

 

I said, “Dad, look at this. Do you believe me? Let me help you because you’re in trouble right now.” And then, he offered me the opportunity and he paid me.

 

This is a true story, okay? This is just me by myself right now not thinking about an agency, not thinking about any of that stuff. 

 

THE POWER OF PUBLIC NETWORK

 

I was already getting good in the social media world which was my thing, my starting point. 

 

I used social media to flow power towards my Amazon accounts and boom ranking and everything else.

 

That’s what I did!

 

HOW TO TAKE ADVANTAGE OF THE NEW WORLD

Andrew: What do you mean? When you say you used social media, what do you do on social media to get people…

 

Manuel: I got good at controlling social media advertising. When the Facebook Business Manager became public which was somewhere around 2013, I started learning about it and I got good at it on my own. There was no training because this was brand new. 

 

I started using social media paid traffic to my Amazon listing converting and that was helping me increase in the rankings.

 

Andrew: Because you were one of the first people to do it, you had an advantage.

 

Manuel: Absolutely. I was getting very cheap advertising. I was getting people to my Amazon listing. I was getting them to convert and I was ranking like crazy. I was feeding the algorithm and getting me super well-positioned.

 

The cost of advertising was so low. People were converting on Amazon. Win-win scenario. I got good at it and talked to my dad about it. Just a one-man show at this point, me just being a son, “Dad, I want to help you.”

 

I don’t think about building this empire that I’m building right now. I want to help you. 

 

He said, “Okay, son. Fine.” I had to convince him. At this point, he was investing $80,000 on television every single month.

 

Andrew: $80,000 in television? 

 

WORKING WITH FRANK SUAREZ

FRANK SUAREZ

Manuel: In a small island of Puerto Rico of 2 million people, he was dying. He was bleeding out. He has a company called NaturalSlim. You are going to see the website in Spanish, naturalslim.com.

 

It is a weight loss clinic that educates people and sells supplements so they can get more results with the use of supplements. 

 

A combination of health and supplements and not mere go pills. He has a clinic with a system. He was doing paid advertising on television to get people into his clinic and it was not working.

 

I think he was paying about $500 per acquisition at this point. It was a total mess. We don’t have to get into the gruesome details but at that point, I said, “I’m going to help you.”

 

FIRST JOB WITH MY DAD AS A MARKETER

 

He said, “Okay, fine son. Here’s your budget. I’m going to give you $250 for advertising a week and I’m going to pay you $250 to give this a try instead of $80,0000.”

 

I’m talking about a $1000 budget for social media ads. This is a point where social media for him didn’t exist. If you guys look at this guy right now, he’s a social media phenomenon. It just started 6 years ago.

 

Andrew: What did you do to get him there? You told us about how you got him on YouTube, what else did you do to get him to grow on social media? 

 

Manuel: Facebook and YouTube at the same time. 

 

Andrew: Buying ads on Facebook? 

 

Manuel: We started buying ads on Facebook for his NaturalSlim weight loss clinic. We started getting people into the clinics. But from the beginning, I had an intuition about this whole thing of not being direct marketers, selling.

 

PHILOSOPHY IMPLIED

JAB JAB JAB RIGHT HOOK PHILOSOPHY BOOK WITH BOXING GLOVES

It’s something that I felt like I had studied Gary Vaynerchuk’s book on crushing. I knew about the whole Jab, Jab, Jab, Right Hook philosophy. Because of that, I had this feeling of, 

 

Okay, this is right. I’m going to go ahead and grab my dad’s content, his information, and I’m going to invest money knowing that I’m not going to get any money back. And I’m going to pay advertising dollars to get this content seen by people.”

 

Andrew: Just to get people to watch him talk about weight loss, metabolism, and health topics on YouTube without an expectation of a return of an investment

 

Manuel: Exactly!

 

Andrew: How much money are we talking about? 

 

Manuel: As I said, I was starting at $1000 a month, $250 a week. Right away, I started doing retargeting strategies to say, “Hey, I want to thank you for watching my videos. Just so you know, I have a weight loss clinic which is natural. It’s going to help you get rid of those unwanted pounds.

 

Andrew: Where will this retargeting house? Somebody would come in from Facebook to see them on YouTube? 

 

Manuel: On social media. 

 

Andrew: If they clicked over to YouTube, on Facebook you’d have a video saying thank you for purchasing…

 

Manuel: Two worlds, Andrew. At that point, we had Facebook advertising and we have YouTube account creation. 

 

Andrew: The Facebook ads were sending people to YouTube? 

 

Manuel: No. 

 

Andrew: Oh, they were just videos on Facebook also?

 

Manuel: We uploaded the videos on YouTube, grab those same videos, uploaded them on Facebook and run advertising towards those videos. 

 

Andrew: Only on Facebook to Facebook. 

 

Manuel: Only on Facebook.

 

Andrew: I Got it. 

 

Manuel: We built two worlds simultaneously. They were not connected. 

 

Andrew: If somebody watched him on Facebook, you’d also do a follow-up retargeting video that says, “Thanks for watching. You should also know that I’ve got these clinics.

 

Manuel: Absolutely. 

 

Andrew: That was the model. 

 

ENOUGH WITH TELEVISION ADVERTISING 

TELEVISION ADVERTISING

Manuel: We started bringing people into the clinic. Instead of paying $500 per acquisition, we’re now paying about $10 or $12 to get somebody to show up and get them closing the program.

 

As soon as my dad saw that, we reversed the budget and he cut television. He started giving me money to advertise on social media. We went and we exploded.

 

Facebook has been our driving energy. YouTube has grown organically while Facebook has been growing with paid advertising and great content, too. 

 

Andrew: YouTube is more SEO’s, search engine optimization.

 

LET’S TALK ABOUT FUNNELS

SALES FUNNEL

Manuel: We haven’t done heavy on advertising on YouTube on any of these guys that I have mentioned.

 

On YouTube, it has been organic growth, on social media. It has been organic but very heavy advertising on these platforms.

 

In building funnels, we build funnels.

 

You’re going to grab a video, you’re going to see it. You’re going to see an article and then you’re going to read it. You’re going to go to a website and then we’re going to go to the next step of the funnel.

 

Andrew: What’s the next step in the funnel? 

 

Manuel: In this particular example, in this era – no Messenger, we were still going to LANDING PAGES. So, the next step of the funnel was like you’re going to go visit the landing page and get an appointment with the clinic.

 

Or, you’re going to go to this funnel and you’re going to ENTER YOUR INFORMATION and we’re going to contact you.

 

One of our salespeople is going to give you a one-on-one consultation on the subject of metabolism.

 

From there, if you’re interested, you’re going to COME into the clinic. That’s how we did the NaturalSlim office in Puerto Rico. 

 

Andrew: Got it. Not a lot of email list it seems like.

 

OUR EMAIL MARKETING EXPERIENCE

email marketing

Manuel: No, we have a big email list but at that point, our email was not that hot anymore. Even 6 years ago, we’re getting 20% open rates.

 

Right now, it’s down to 8-9% open rates. That’s in America. It’s plummeted.

 

People are not opening up their emails anymore. They’re opening up Facebook, Messenger, and WhatsApp. That’s what they’re opening right now. 

 

Here’s something else. Here’s how it works.

 

In a matter of 2 years from 2014, we started exploding. In 2016, we now opened up in 9 countries. We went from the small little bankrupt island with YouTube and Facebook and now Messenger being a big deal because he also has 700,000 subscribers by the way, just like Dr. Berg. We have built this monster for his business which is our business too. We were in Panama, Costa Rica, United States…

 

Andrew: Mexico. It was huge for you guys.

 

Manuel: It was huge for us. 27% of our audience is from Mexico. This company now is doing over $40 million a year in revenue from one small little bankrupt island.

 

BUILDING MY OWN TEAM

Multi-Ethnic Group of People Planning Ideas

Andrew: That’s huge on your dad. I’m wondering, then, why don’t go ahead and get a client. Why not say, “My business is doing well. My dad’s business is doing well.” Let’s just focus on that. Maybe create another business. Why not get a client?

 

Manuel: That’s a good question. The main reason why that happened was that at that point I already have a team in place. And to tell you the truth, I got bored because it was rolling without me. We already had a strategy and it was rolling. Even my dad and I sat down and my dad said, 

 

You should build an agency. People were asking about how did you get this done? And all I say is: My son.

 

Andrew: Why an agency? Why not say, “You know what? We will do it again on another project for ourselves and 100% of it.” An agency means listening to clients, answering them and then you get paid per hour, not get a percentage of the upside. 

 

Manuel: Like they said, being somebody else is… Well, let me tell you one thing about why specifically. My dad has been building NaturalSlim structure for 20 years. Building that is hardcore. Doing all the structure, policies, documents, products, guidelines and staffing is a big project. 

 

Instead of me being like, Andrew what is your revenue right now? I’m doing $100,000 a month. Okay, would you like to do $300,000 a month? I have strategies for that. Just come on in. And then, what I do is I bring them in, charge them a retainer, and put them on a service. Instead of having 1 off project, they’re on a retainer, I also scale with them. 

 

The agency model, we charge them of the percentage of the advertising plan. For example, Dr. Berg, at first, we had a $5000 budget. My additional invoice was $500, 10%. Now, he spends $200,000. So, my additional invoice is $20,000. As I deliver results, I can scale with these guys. It’s an entree for me.

Nancy Cartwright

I have celebrities on my lines, Andrew. I’m working on a project now for Nancy Cartwright, the voice of Bart Simpson.

 

I have a big company from Italy that is a huge multi-million dollar company that we’re working at. 

 

This process of me being a content creator now has all these guys on my lines that I get to charge a lot more because this information here is so valuable. That’s what people don’t get…

You get paid based on your information. That’s what it’s all about. 

 

HOW ABOUT…?

Andrew: It’s kind of interesting what you’re telling me, “Look, Andrew, to get to a point where my dad’s business is, it takes years.” It’s not like I can say I’ve got all this marketing power and knowledge and I can then create a whole new business fast. It takes too long.

 

Why not focus on what you love and what you do well which is marketing and then go find businesses that you can take a cut of the growth that you bring them?

 

Manuel: Absolutely, I got it. 

 

Andrew: Manuel, what’s challenging about ‘I get to do these ads and say I can do whatever I want’? I feel the most part works out well. Sometimes, it’s ooh. I would less likely leave my stuff in it. It was painful. 

 

Manuel: It’s a process, right?

 

Andrew: It is. 

 

Manuel: I was a self-people, Andrew. In the first year, when you’re creating content, talking, writing, doing your podcast, it’s not about them, it’s about you. 

Andrew: You’re figuring out your process? Figuring out what you have to say?  

 

Manuel: Yeah.

 

Andrew: You know, I want to come back to ask you that because you said before we started, “Andrew, not everyone is as good as you in creating content.” I’m great at this podcast stuff and I built up a real reputation here. I’m trying YouTube out of my fascination with it. I’m a little bit shaky. It’s very shaky on it and I’m not sure how to do it.

 

FIRST CLIENTS IN THE BUSINESS

I want to get some feedback from you about it. But let’s continue. Now that you have your dad and you’re going out to get clients, how did you get your first clients?   

 

Manuel: Officially, I think my first clients, wow, I’m going to say that it was Dr. Berg.

 

Andrew: Really? Where was he at that time?

 

Manuel: I structured the agency, officially, we incorporated in February 2016, three and a half years ago give or take. It was just me talking with my dad. The initial idea was that my dad is going to be a partner. My dad said, “You do your thing and I’ll do my thing. And then we’ll just keep on helping each other.” Okay, fine.

 

I was like, “Great!” Because I was going to lose 40% of the business at that point. I’m happy about that decision right now. But, at that point, he had people asking him and my dad, not only he has a great personality, he is a great speaker, he’s also a brilliant businessman. He has a lot of people that listen to him. 

 

They ask him all kinds of stuff. Being what he is and what he had done, he had people ask him about it. One of those people was Dr. Berg. They were friends. They knew each other. He said, “What are you doing on Facebook? I’m so clueless over here. I don’t know what to do.” He was like, “He’s my son!

Then, Dr. Berg reached out to me and it was 3 years ago. He said to me, “Your dad told me about what you were doing for him. I’m interested to find out if you can help me.” And I said, “Absolutely Doc. I would love to help you. Let’s roll.” So, I got started.

 

At that point, it’s funny because we have grown so much. It’s something that because of his growth, we have to FORCE ourselves to also GROW because we made him explode.

 

At that point, Dr. Berg had about 50,000 subscribers on YouTube. He was a baby. You can even reverse engineer his process. If you go back, he was creating content on YouTube since 2009. At that point, in 2016, it’s been 7 years…

 

Andrew: … of him constantly creating content. 

 

Manuel: … constantly creating content.

 

Andrew: And YouTube, by the way, 2009 was largely like my finger-typed stuff, cat videos and kind of stolen stuff of online. It wasn’t like stolen. But, the next level of… I get it. How did you get him as a client? 

 

Manuel: My dad told him.

 

Andrew: And also, your dad knew him. I got it, okay. 

 

Manuel: Andrew, there’s nothing more powerful in this universe than the WORD OF MOUTH. Nothing! 

 

Andrew: But, I kind of feel like whenever a guest tells me a word of mouth, I feel a little bit helpless about it because I can’t choose word of mouth. I could buy more Facebook ads, create more podcasts. But, choosing word of mouth is hard. 

 

WORD OF MOUTH ON MESSENGER?

Manuel: No, no, no. In social media, you can incorporate word of mouth. On Messenger, you can incorporate word of mouth. 

 

Andrew: How do you do it on Messenger?

 

Manuel: People trust what other people say. They don’t trust as much as what you do.

 

Andrew: You’re saying that if I get a testimonial, I can amplify it there. But what you’re saying is your dad knew him because they work in the same industry. Got it. So he referred. What did you do for Dr. Berg? 

 

Manuel: The first things that we did, I slowly started taking over all his areas. The first thing that I took over was his Facebook. He was not doing anything. He was pretty dead with a couple of a thousand followers and I built a strategy for him. The main thing that I did was like, “Okay, we need a strategy.”

 

I built a content strategy and I looked at the content on YouTube and I said, “Wow, your content is spectacular. We need to get that seen by people. Facebook is an opportunity.” So, I built a content strategy on social media organic and paid. I grabbed his best videos and I started posting it every day, 3 to 4 posts every single day.

 

Andrew: His best videos from YouTube and put them on Facebook. 

 

Manuel: Exactly.

 

Andrew: Got it. Then, you were linking them to where? How are you going to monetize it? 

 

Manuel: At that point, we’re not linking it anywhere. I’m only investing dollars in getting his content seen…

 

Andrew: … because you’re trying to build up subscribers.

 

ENGAGEMENT ON FACEBOOK

 

 

Manuel: Forget about subscribers. On Facebook, I’m trying to build people engaging with the content. Why?

 

Andrew: I guess what I mean is because once they do and they’re following regularly, then you do have something to sell which is a Gary Vaynerchuk thing in where he talks about Jab, Jab, Jab, means give, give, give. And then he eventually gets asked. But, you have to earn it by jabbing, by giving. 

 

Manuel: But, this is the thing, Facebook Page likes, followers, don’t matter anymore. You want to go ahead and grab people that get stuck in that number. It doesn’t matter. You can do a whole experiment. Look at my content on social media and my Facebook Page. I have 4000 followers. I’m still a baby but if you see my engagements, I have a ton more engagement than people that have half a million followers.

 

Andrew: Let me take away a couple of lessons from these that are broader. 

 

#1: Focus on people reacting to your stuff more than how many people are following or other numbers. 

 

They are becoming valid metrics. Maybe they always were.

 

#2: It seems like whenever there’s a new medium, take what’s working in the old medium and use that as a starting point for the new medium.

I see this for people who are creating chat Messenger experiences. They’re going to their clients and saying, “What’s your best email funnel?” Let’s just repurpose that for a chat and then we’ll create something brand new so that we at least get a little bit of momentum before we reinvent it. 

 

Am I right to take those two lessons? 

 

Manuel: 100%!

 

Andrew: Okay. If I’m going to add a third lesson, it might be:

#3: If you’re starting a new agency, go to friends, people, and family who you know and go and find the people they know because you’re going to get taken more seriously. 

 

Manuel: Right. Let me give you a specific example, Andrew. Like Grant Cardone’s Messenger channel, he had nothing to do with that channel, nothing.

Grant Cardone

He didn’t even produce a content piece for that channel. That channel is full of content. We grab all his content that was doing good in social media and we created a Messenger channel. 

 

Andrew: So, you go to his Instagram, he kills it on Instagram. You’ll take the stuff that works best on Instagram and send it out via Facebook Messenger. And then you start to learn new techniques like surveys, contests for building an audience, and many of those also have their roots in other online experiences. So that’s what I’m getting. 

 

I want to spend a lot of time here talking about how to create content and about what you’re doing in Messenger but let’s finish out the conversation about your agency with a couple of other things. 

 

Number 1, I thought I saw on LinkedIn that you’ve got a co-founder, Jorge if I remember… Jorge Rodriguez, there you go.

 

Manuel: I have 2 co-founders and they’re co-founders because we’re family. Jorge Rodriguez is my brother-in-law. We’ve been learning about marketing for ages together. He was the first one that introduced me to the Amazon world in 2013. 

 

My other partner who is Ernesto, we are the ones that built this Amazon business together. When we sold that business 2 and a half years ago or so, we had already started the agency. We’ve been together for so many years. We’re like family. 

 

I am the majority owner, I’m the founder, but they are my partners.

 

ENGAGEMENT, SALES AND REVENUES

Andrew: We got a question from Scott Dawd saying, “How does Manuel measure engagement and how is that compared to sales and revenues?” Yes, what are you looking for? Are you looking for a number of comments? Are you looking for a specific metric? 

 

Manuel: It is a great question. Absolutely. Let me tell you what that question can be answered in a very long way but let me simplify it.

 

The way that we built very powerful sales channels, I’m talking about generating revenue, has been through building audiences. When I say building audiences, that’s equal to creating engagement. 

 

If somebody stops on a feed and they consume a video, they are engaging.

I have that data. I as the marketer know if Andrew is watching my videos or not. That’s engagement. They don’t even have to click anywhere and that’s all. All they’ve got to do is stop their fans.

 

Andrew: Not being a fan, not being like who/whatever that, you’re just saying, “LOOK“, even if they’re watching, it’s considered engagement

 

Manuel: Absolutely. If they:

  • comment
  • share
  • send a message
  • visit a website
  • click on a call to action

Those are all engagement metrics. I’m trying to build massive audiences of people that are engaging with my content on that first step. That’s all.

 

Andrew: Okay. Let’s talk about how you got other clients. Once you had to go beyond friends, what works for you for getting clients? 

 

Manuel: You know, I thought about probably building a course in the future on how to get clients, the whole process work. I did a video the other day on InstagramTV which I recommend that you guys follow me on Instagram and check it out.

I talk about the process of building an agency like if I reverse engineered myself. The way that I did with my dad was I offered him my services for almost free. I said, “Let me prove myself.” 

 

This is what I would do if I was starting all over. I did a little bit different and I’ll tell you right now.

 

If I were starting all over, I would learn ADVERTISING and BOTS, understand the Facebook world very well because believe it or not, even though you guys in the e-commerce, in the online world think it’s already late in the game, it’s just getting started and it’s a baby in evolution.

That’s the reality. I can tell you because I do a lot of seminars all over the place many times a year so I know. People don’t have a clue and it’s over their heads yet. 

 

If you learn about it and if you walk up to any business if you communicate with people and tell him, “Look, I want to give you services for free. Let me just run this for free for you for a month. If you like what I do, I can go ahead and keep you and put you on a retainer.” 

 

Andrew: So, you’re saying that your approach is to go to clients and say I will do this ad buying for free. If you like it then pay me or not. Really? 

 

Manuel: PROVE YOURSELF. That’s not my approach right now, it’s not. 

 

Andrew: But, that’s the approach that you had when you started? 

 

Manuel: I did it slightly differently. I had a very low entry fee with a 100% guarantee of refunding the money if they weren’t satisfied with the services.

 

Andrew: Because you’re doing Facebook Ad buys largely. 

 

Manuel: Exactly. Now, I didn’t generate leads through Facebook Ad buying myself. My leads for the agency came through me doing a lot of content and also being a part of special groups that have large audiences. I was then invited to talk to those audiences. That’s how I started building my brand.

 

MY STORY WITH BEN CUMMINGS

Ben Cummings

Andrew: Give me an example of a group that you built up your brand with.

 

Manuel: Mr. Ben Cummings is one of the biggest and largest e-commerce Amazon teacher in the world. 

 

Andrew: It’s you in his Facebook group? 

 

Manuel: I’m his number 1 (student). I’m his go-to guy in the social media world. 

 

Andrew: When did you do that with him? 

 

Manuel: Do you know what, Andrew? This is a funny story. Do you know what we’re saying how you should just put a little grain and seed and talk to people? That’s the way that I did it too.

 

I wanted to become a personal brand and a personal teacher. I wanted to show people that I was good.

 

I was Ben Cummings’ student from 2013 to 2016 or so, and I kept communication with him. I bought his programs and training. I was a part of his monthly programs and I was super connected all the time. 

At one point, I decided to start sending emails to support him and show him the results of what I was accomplishing through his training. Also, to show him the ninja things that I was learning along the way. One message, two messages, three messages. 

 

Andrew: So, you’re constantly staying in touch with him and that elevated you to the point where you were a teacher within his community and then that brought customers to you – people who are learning and saying, “Hey, you know what Manuel? I rather just hire you to do it.

 

Manuel: Absolutely. That was my first speaking engagement. In 2017, in January, I went to Vegas and I delivered a seminar to 50 of his top students that paid $10,000 to be on that spot.

 

Andrew: And then, they become customers of yours? Some of them? 

 

Manuel: No. I started getting attention. It trickles, Andrew. It’s like a little bit of, “Hey Manuel, can I hire your agency?” They send me a message here, they send me an email. At this point, I don’t even have a website built. Now, I have a badass website. Agmagency.com is a powerhouse but I didn’t have that.

At that point, it was just a lot of like, “Manuel, would you be able to help me to… Wow, what you did for Dr. Berg? Wow, what you did for your dad? Can you go and help me out?

 

I started getting one customer. I got some local clients. I did some local seminars. I have for example a chiropractor doctor. I am always flooding his clinic with clients and I’m keeping his inactive pages coming back to his clinic.

 

And then, I had this e-commerce Amazon brand for me to help them boom their Amazon brand. It just trickles like that slowly but surely. 

 

Andrew: Got it. And so, it’s not direct like, “I spoke at this conference and some of them walked up to me and said that I want to be your client.” It’s more like the more that you elevated your brand, the more the people got to know you and then that led to sales. 

 

Manuel: The more that I gave value, the more that I just educated the people, the more the people are lined up I had that want to be a part of my agency. 

 

Andrew: So, would you recommend that people now if they’re into Messenger chat as a marketing channel, would you recommend that they go into the ManyChat community?

 

I run a company called Bot Academy; and into our community, and other communities. Just be the personal answer’s questions and then eventually get clients that way or is that a big distraction?

 

Manuel: 100%, Andrew. Stay connected with the group. My example with Ben Cummings was the thing that helped me take off in a big way. Later on, I was invited to speak at Entrepreneur on Fire Podcast. Then, I was invited here. You’ve just got to have a starting point.

 

LAS VEGAS!

For me, my first moment was Ben Cummings after four messages finally emailing me back and saying, “Manuel, this is awesome! Would you be interested in giving a little seminar to my students in Vegas? I’ll pay for your plane ticket.” 

 

That’s all. Now, you get in for free. I know if you’re not comfortable, I mean I was scared. At that point, I didn’t know if I’m a speaker and do I know how to talk. All this growth has happened in two and a half years just like that, Andrew. 

 

After me, one thing that I usually tell people is

When you’re trying to learn from people, make sure that you’re learning from people that are doing it.

 

It will be kind of weird if Andrew is not building bots himself. 

 

Andrew: Do you go into ManyChat yourself and build a bot yourself now?

 

Manuel: I do but I have more of a staff that I just basically give strategy, too.

Andrew: And then they go in and they build it.

 

Manuel: Exactly. I tell them what I want on it and I said, this is how you’re going to build it and this is how I want the menu, sequences, growth tools, slide-ins, and chats. That’s what I do. 

 

Andrew: What I do also is I will go in and sometimes mess up their stuff because I’ll go in and edit within ManyChat to change the links, copy, and what we’re doing. I probably shouldn’t be doing that. I should probably not because I feel like I’m stepping on their toes.

 

Manuel: You should direct them.

 

Andrew: I saw you wincing as I said it. There’s no way to comment on it and just send them comment unless I take a screenshot. It’s easier sometimes for me to just go in and edit or link to something else. But the problem with that is filing to something else that I don’t know what I link to, we could be breaking stuff because they’re not adjusting what I’m linking to. Anyway, it’s cut. 

 

Manuel: Andrew, did you see that you can note now? You could put notes?

 

Andrew: Yes, but that’s not enough for me. 

 

Manuel: Oh, it’s not enough for you. Okay. How about recording your screen?

 

Andrew: What I do ideally is I’m an iPad person. I do take screenshots and then I write on the screen myself. You write that and I send it over. But, there’s nothing like going in sometimes that I shouldn’t be. I should be doing the other things you’re talking about.  

 

Let’s talk about, why don’t we start with CONTENT CREATION and then go into CHAT BOTS as a channel and then we’ll close this interview out. Then, you will do screen sharing and show us what you do well. 

 

CONSTANT CREATION

go pro camera and computes

I have been doing interviews for years. I decided you know what, I got my little GoPro. Let’s just start recording videos before and after the interviews, maybe even tell stories out of the interviews and turn them into 10-minute pieces. It’s kind of a pain. How do you recommend somebody who struggles with content creation? How do you recommend that we create content? 

 

Manuel: It’s an absolute must, Andrew. If you don’t solve this problem, it becomes impossible to penetrate in the social media world, in the Messenger world and everything because Messenger, especially because of their rules that Facebook has imposed on the Messenger platform, CONTENT IS THE ONLY WAY to be able to make it successful in the platform. 

Andrew: What do you mean? What is it specifically about Messenger?

 

Manuel: It’s not a marketing platform for direct selling. It is not. You cannot just send 10% off coupons every day.

 

Andrew: You’re saying, “Look, if I want to reach people via Messenger, I can’t just keep selling to them. I have to send them content. If I haven’t figured out content, I can’t do Messenger. But I’m also recognizing that if I haven’t figured out YouTube and other content, I haven’t figured out business.”

 

Business today is more so about CONTENT CREATION than even about accounting. God knows, I took accounting classes at New York University. There are phenomenal comm classes. I never took content creation classes. 

 

So, what do you recommend to someone who hasn’t taken a content writing class, who doesn’t have your dad’s charisma and boy, this guy has authority in charisma emanating from him, or yours, or mine when it comes to podcasts. And, what do you recommend we do when we try to create content for all of these different mediums?

 

Manuel: Absolutely. Content is a variable. One thing that I want to clear out – I don’t have a degree in content. I didn’t take lessons in writing. It is something that you develop like: Some people are going to feel comfortable in front of a camera, some people are not. There are three ways that you can create content:

  • Through camera – I’m talking about a message that you can entertain, inspire and educate on video.

 

  • If you want to do written content, that’s also still valuable. I have a blog that’s called manuelsuarez.com. I’ve put a lot of content there. We do two articles every single week. If I want to get more attention, I run paid advertising which in this day and era you have to understand paid advertising. There’s no way around it, right?

 

FREE PODCAST PLATFORM

anchor podcast

If you don’t feel comfortable writing articles, you do like Andrew and like me also. You do a podcast. I don’t know if you guys know about this. I don’t know if you have talked about this enough, Andrew, but there’s a platform that I use called ANCHOR.

 

Anchor is a free platform. I’m not sponsoring them at all. I’m just saying the excuses have been taking off the plate. 

 

Andrew: You’re saying learn how to find something however you’re comfortable. If it’s writing, do the writing. If it’s interviewing, do interviews. If it’s just talking into a mic, do it. But you’ve got to figure it out. 

 

Manuel: Absolutely. Now, can I share something on my screen? 

 

Andrew: Oh, wait. Don’t do that. Let’s do that afterward because it screws things up. The majority of the people are going to be listening and I want to make sure that they follow along.

 

Manuel: Got it. All right. This is something that you can write down on the chat. But, there are a few places, because I also understand how you are going to be like, “But, Manuel, Andrew, I still don’t know what to talk about. I don’t get it. I don’t know what to write about. I just want to sell more products. I just want to get more money.

 

If you don’t understand that content is your gateway towards being able to get more money, then, you already lost.

 

WHAT IF YOU STILL HAVE NO CLUE?

 

Andrew: I’m doing a bunch of interviews about entrepreneurship. There’s a ton of topics that come up here. I could pick any number of topics. How do I pick the right topic that people will care about? You’re starting to talk about that.

answerthepublic.com website man looking at you

Manuel: Here’s the tool. There’s a website called answerthepublic.com – a beautiful and powerful website. If you go in there and search for whatever topic that you’re passionate about, whatever thing it is that you want to talk about, whatever your niche market is, you’re going to get actual Google queries by actual human beings and you’re going to get a ton of them. It’s going to come up like in a beautiful way, like a whole wide circle of why, what and when.

 

Andrew: In answerthepublic.com, all I’m seeing is a promotion for a book.

 

Manuel: I’m looking at it right now. 

 

Andrew: answerthepublic.com, do you see a guy with a beard standing in front?

 

Manuel: Yeah.

 

Andrew: Got it. It’s underneath it. I see it. Let me type in ‘chat bots’. I know that you don’t like the phrase chat bots. I don’t like it either but I’m just going to type it in to see what people ask about it and let’s see what comes up. 

 

Manuel: I give these guys a lot of business. I’m not affiliated with answerthepublic.com. They allow you to search for several times for free and then they put you on a program. But, it’s brilliant. 

 

Andrew: Look at this. So, I see 118 questions of people. Look at this, the how, where, when, etc. Let’s pick. How does chat bots work? Got it. How chat bots help businesses? So, what you’re saying now is I pick this topic. I know how chat bots works. Look at the enthusiasm. What I do now is… okay, I’m going to do a video saying how chat bots work.

 

Manuel: You got it. 

 

Andrew: I just show them my screen share. Great, it is done. Once I show them my screen share, one of the things that I’ve learned that I could do is there’s a tool called arthur.ai. It will convert anything that I speak, any audio or video into transcription. So now, I have a transcript of it. If I take some screenshots of my screen sharing, I’ve got a blog post with screen sharing and now I’ve got that. Frankly… BOOM! That’s what you’re talking about. 

 

That’s my YouTube strategy!

 

Here’s another one – How chat bots help businesses? I might need a little bit more information about that. 

 

Oh, wait! So, let’s see. I clicked… Oh, so I click it and now it takes me to YouTube searches and I can see what people would have asked. 

How chat bots improve customer service? … Got it!

 

Manuel: I can bet you, Andrew, that you can probably answer 95% of those questions.

 

Andrew: MIND BLOWN, dude! You got anyone else excited about this or am I crazy? 

 

Fil is saying, “Pumped.” Christian is saying, “Mind-blown.” 

 

I like it! Give me more. Give me more! Give me more!

 

I’m taking my jacket off. It’s hot. 

 

Manuel: I’m going to go with you, man. We’re taking our blazers off. Let’s go all-in, we’re going all in. 

 

Andrew: Give me more! Give me more!

Manuel: This is the cool thing, guys. These are actual searches by people that you want to find no matter what it is. You can type in makeup. You can type in chiropractic. You can type in weight loss. You can type in whatever you want to type in there – construction, remodeling. 

 

Andrew: Can I start my initial YouTube stuff which is me talking into a camera and maybe doing a little screen share answer that? Can that be a good strategy? 

 

Manuel: Isn’t that cool? I mean, if you think about how Gary V. formed his audience, he had the Ask Gary V. show. He gets people’s questions and he would answer them. It’s as simple as that. 

This is the thing that I’ve noticed being a speaker myself throughout the last few years, being a podcaster, being a writer, a video creator, I have noticed that most people take for granted the information in their minds, they take it for granted. All you’ve got to do is understand that your information people are dying to get …

 

CONTENT IDEA GENERATOR 

Andrew: Give me more ideas for how I can find out what people are dying to get, information that they’re dying to get from me. 

 

Manuel: There’s another cool website, it’s simpler, not as advanced, called contentideagenerator.com. Do you know what it does? Wild, wild guess?

 

Andrew: Yeah, content idea generators. It generates ideas. Okay, I’m with you. 

 

Manuel: I have a crazy mind just like you probably, Andrew. We have a lot of things that we want to talk about so I keep a list on my phone of videos that I want to create, podcasts that I want to create, articles that I want to write. And I’m always, whenever I get an idea, I write it down. But that’s because I don’t need ideas. 

 

But most people out there, they need ideas. They don’t know what to talk about. 

 

Andrew: The thing that I want is pain that my customers, pain that my audience has so that I can answer that. Do you have any ideas for how to get them to tell us more about their problems, more about them saying, “Here’s what I don’t understand”?

 

THE FACEBOOK MESSENGER

facebook messenger

Manuel: That is the power of a Messenger channel. That is the power of one of the things that I wanted to show you which are surveys, quizzes, those things that you can build in. What we do is we use social media paid strategies to flood Messenger. I use the channel to get data about them and I can use that, right? 

 

Andrew: What I do now is I get people subscribed to my Facebook Messenger and then I send out regular messages teaching them stuff. You’re saying, “Andrew, no.” The Manuel Suarez approach is they subscribe, you don’t start teaching, you start asking questions. So, give me an example of an actual client that you have and the questions that you start off your Facebook experience with. 

 

Manuel: What is your clear revenue? How many staff do you have? Do you have any YouTube channels? Do you have social media? 

 

Andrew: This is for yourself? 

Manuel: It will. I mean, if I want to get information about my potential students or potential clients, I ask as many questions as possible so I can use that in my social media. I know what you’re talking about. You can go a lot more micro to find out what areas are you struggling with. Are you using Messenger marketing? Do you have a Messenger channel? You don’t know how to grow it? You don’t know how to nurture people inside Messenger? 

 

Andrew: Those are big wins for me already. The first thing I do is I say, “Here’s what you’re going to learn.” I am going back now and reformulate it and say, “Tell me a little bit about yourself” in Facebook Messenger and other chat programs including even iMessage though iMessage is not as open and available to as many people. But, anyone can create and experience Facebook Messenger. 

 

When someone subscribes and says, “Yes, I want to hear from you and my Facebook Messenger“, the first thing I’ll ask is the question about, if I’m teaching about chat bots.

 

I’ll say, “How experienced are you with chat bots? Have you built a chat bots before?” Ask a couple of other questions. “Do you have a business now or not? Are you trying to build this for your agency or just sell stuff for yourself?

And then, I might even ask an open-ended question like “What is the number one challenge that you have with chat bots?” And have them type it in. “What is the number one objection or frustration you have with chat bots?” And have them type it in. And then, I use that to learn what kind of content to create for them and see where they are. 

 

The other thing that I can do is based on some of what they tell me, I can start creating different flows for them. 

 

Someone who says I’ve never heard of a chat bots should be introduced and thought over the next few days of what a chat bots is. If someone says, “I have”, maybe then I’ll start to say, “Well, this guy, Manuel Suarez, thought me one thing that you want to know if you are a know-about a chat bots”. 

 

BOOM! I got it. Give me more! How about surveys? Am I missing anything about surveys before I move on to something else? 

 

Manuel: Well, to give you an idea, one thing that I’ve been in touch with ManyChat, with the Team with Kamilla, Anna, and some of these guys there. What they want to do, I think it’s… We’ve been talking about it for a while. I think that’s the way to go about it. You can do a specific campaign to bring in a particular type of audience and you can give them content particularly just for them. 

 

For example, on Messenger, what we’re thinking about doing with ManyChat as a company is we’re going to target coaches on social media, bring them into Messenger and show them how to use Messenger marketing as coaches. That’s different than targeting e-commerce entrepreneurs, bringing them into Messenger and showing them how to use Messenger marketing for e-commerce.

You’ve got to give them a unique experience and that’s what you want to get data about these guys. 

 

Andrew: Can I do that right now? I can do that, can’t I? 

 

Manuel: What do you mean? 

 

Andrew: I can ask them if they’re coaches or something else. You’re saying don’t even ask them? Find a way to know that before you even ask?

 

Manuel: You can find out right now.

 

Andrew: Why are you asking ManyChat for a change? Can’t they do that already? I’m missing something. 

 

Manuel: No. They want me to help them build a campaign to target people on social media to bring them into a coach’s experience specifically. 

 

Andrew: Oh! So, you’re be building their chat experience for them. Got it! Because they recognize that some people use their software to create chat bots who need coaches and other people who are different. Got it. Okay. 

 

Let’s talk about other things that have worked for you and then we’re going to stop the interview. I’ll have you share your screen and we’ll see it for ourselves.

 

What’s one other thing that’s working for you in Facebook Messenger for growing a subscriber base?

 

Manuel: The most important thing that I want everybody to be aware of, it’s a process, it’s a sequence of steps. It’s like, for example, an analogy that I like to use is you don’t try to sell a book unless you have written a book generally. You have a book, you write it, and then you can offer it.

On Messenger, you have to build the book, you have to build the channel. The things that I’m doing in the Messenger channel is I’m building the content, answerthepublic, all those things are going to give you a lot of ideas on how to build it. 

 

When I say building, there are a few main elements that you want to have on every single Messenger channel – A powerful menu, you want to have a sequence to educate people that are coming in and you want to have growth tools that you’re going to be using on social media channels, email marketing, and other places to bring people in.

 

Once you have that built out and you know that you have a good solid 60 days of content to keep people once they come in, that’s where you have a channel that you can now flood with people. We briefly touch on this, Andrew. I think you’re on mute right now. 

Andrew: You’re saying you have 60 days worth of content set up for people who are subscribed? 

 

Manuel: Yeah. That means we want to do about 30 messages, right?

 

Andrew: 30 messages. So, 1 every other day on average? 

 

Manuel: Exactly. That’s what we’re doing right now. Also, another thing that we’re doing, because we don’t want to give communication to people that don’t want to receive communication first and foremost, right? 

 

Andrew: Yeah.

 

Manuel: We consistently give people an option to unsubscribe and get out of the channel, right? But, the idea is going to be so value-packed and so targeted to them that they are going to want to get that information.

Andrew: Anne is watching us live and hears it and thinking the same thing as I am which is what’s your unsubscribe rate when you’re hitting people every other day with an alert, goes up on their phones and they tap and open it. What do you think is your subscribe rate?  

 

Manuel: 20%

 

Andrew: 20% and you’re comfortable 20% going because of that?

 

Manuel: I’m comfortable because I’m going to keep on floating it and I want to get rid of those people that don’t want to get my messages. Eventually, I’m going to get qualified people. I have tested this out so I know it’s all fine.  

 

Andrew: What content are you sending out? Give me an example of a specific client and what client you are sending out. Would you like to talk about Grant Cardone?

 

Manuel: On Grant Cardone, if you guys check out his channel at m.me/grantcardonefan, we have mini-courses that we built through his content. 

 

For example, there’s How To Be a Better Salesman, Tips For Real Estate Investing.

 

Andrew: So you’re telling, the content that is already created teaching the stuff, you’re shortening it, making it more bite-sized, making it fit there, and you’re sending it out. Got it, okay. 

 

Manuel: We have four sequences that are based on the actual survey answers. We have the main sequence for Grant Cardone, we have like a real estate sequence, we have people that want to learn about handling objections, and then we have people that want to get better at sales.

 

Andrew: Every other day you’re getting a tip that teaches teaches teaches and then eventually you need to sell. How do you sell it? I’m going to put that link in the chat. 

 

Manuel: In Grant Cardone’s channel, they get content every day because they are subscribed to the main sequence of content which has motivational, the Grant Cardone message overall, getting people pumped. 

 

And then the next day, they get content unique to what they want to get more content on. 

 

Andrew: Got it. So for inter-real estate, they get something more specific. What’s your process for converting them to customers?

 

THE 24+1 FACEBOOK RULE

Manuel: It’s an upsell process. Most of you guys know that there’s 24+1 rule, right? You bring the subscriber in and you have the right to promote whatever you want for 24 hours. You also have the right to send one more promotional message after the 24 hours have passed. 

 

After that, if you don’t have content built into this channel, you have no chances of getting these guys to be part of your promotional audience.

 

Andrew: If I’m understanding this right, if somebody is reading Grant’s tips for 30 days, if they responded to the last tip at day 30, by just hitting a button that says Yes I Want to Learn More, now you have an opportunity to come back to them within 24 hours and say, “By the way, Grant has got this live event. If you want to buy tickets, you can.” That’s cosure within their process, right? 

 

Manuel: I go one step further, Andrew, with everything that we do.  

 

Andrew: So, in the sequence, if they’re learning by getting a tip, hitting a button to say I want more, learning a little bit more, you might say, and by the way, I’m selling more here. So, you’re selling like that? 

Manuel: Not I might say, I do. 

 

Andrew: You do every single day’s tip would have some way for them to buy if they interact with it? 

 

Manuel: This is the cool thing about this. Most people don’t realize what they can do with Messenger. This is the thing – with CONTENT, you build an engaged community.

 

As soon as they engage, they click a button, they comment, they see something and they engage with it, you have just reset a 24-hour window which means that you have opened up the channel for being able to market to them. 

Andrew: How fast do you sell to them within that experience?

 

Manuel: Let me give you an example, okay? A particular example – Dr. Berg, one of the sequences invites people to do a new mini-course called the ‘Rapid Fat Burning Mini-Course’. That course is composed of, and any of you guys can get it done if you go to m.me/drericberg, you’ll see how that whole channel is built.

 

I’m going to say, Andrew, that this channel is probably one of the biggest Messenger channels on health and fitness, alright?

 

 

Because I saw before the Messenger platform change, there was a ranking on who was the number one, and we were above WebMD and a lot of the other guys. We have a powerful channel there. If you go to m.me/drericberg, you’ll see that we have mini-courses embedded in the menu. 

 

Now, the menu is about to change today. 

 

Andrew: You know what, I got the wrong URL. I’m giving it to the live audience. By the way, I should know as a live audience, Becky is saying that few other people said which is, “Andrew, I can’t take notes fast enough.”

 

Manuel: Yeah, he typed it incorrectly – drericberg. Here’s the example – You start doing the mini-course which is a course that is going to give you five lessons with a good Copywrite on how to get rapid fat burn. It’s super valuable and people are into that especially Dr. Berg is a great teacher, right? But anybody can do a mini-course. You don’t even have to do a video. 

 

Once you engage with it and you get through the mini-course, the last video, we’re going to say something. Dr. Berg already hinted at it. He said, “Look, if you want to maximize your results while you’re implementing this technology, this is a series of products that are going to help you get the most of it.” 

 

 

We sell something called Keto Kit. If you get through the course, at the end of the course, we upsell out of that particular keto kit. Our click-through-rate, generally about 40% if they get there, and our conversion rate once they land on that page is going to be about 15%.

 

Andrew: 15% of people who land on the page will end up buying?

 

Manuel: YES.

 

Andrew: I’m on this site right now. I see it within Facebook Messenger.

 

Manuel: But why? It’s because they’re getting educated, Andrew. These people are connected with your content so they are already sold on the idea.

 

Andrew: Free Fat Burning Mini-Course, Free Mini-Course on Ketosis, Free Eating Hacks Mini-Course. I see it. This is on the menu. Whenever anyone is getting a message from him, they can go into the menu in Facebook Messenger and see that. 

 

 

By the way, people who have not seen Facebook Messenger are just going “What are you talking about?” You have to go to experience this stuff yourself. It’s like me trying to describe email to an old person who’s never been online before. There’s no context for it. You just have to see it for a minute, send it out and realize what it is. Guys, go out and check this link as we’re talking about them.

 

Let’s talk finally about one more way that you get people into Subscribe using contest and then we’ll end the interview and we’ll take a look at the behind the scenes stuff. 

 

Manuel: Okay, great. The tools that I use to grow a Messenger channel right now, they revolve around contests, quizzes, freebies which are any resources that anybody can find to structure. I mean, to give you an idea for those of you guys that are completely clueless as to how to get a resource that you can utilize as a lead magnet. I have a tool for that, too. 

 

THE PLR STORE

If you go to theplrstore.com, it stands for Private Label Resources. Theplrstore.com, guess what, you can buy your eBook and private label it for $23 and it’s all yours. Congratulations, you have bought yourself a lead magnet. 

 

Again, any people that have excuses, any of you guys that are like, “Oh, but I don’t even know, I don’t have time…”, there’s an option for all of you guys, the lazy ones and the busy ones, for everybody.

 

Andrew: What’s the guide to get the free eBooks to sell for free? 

 

Manuel: theplrstore.com. You can go in there and buy an eBook and make it yours.

 

You can give it to a designer on Fiverr.com and just pay $10 to maybe add a logo on that pdf and it’s all yours. You can plug that into Messenger and run some Facebook advertising to get people there. 

You don’t even have to have a video. 5 Tips to go on Organic Budget, 10 Easy Ways to Lose Weight Without Doing Exercise, whatever it is, no matter what your subject is. You can come up with some content in one or two pages you can add a structure and give it as value.

 

Again, the first step, READ THE CONTENT, BUILD YOUR MESSENGER CHANNEL, WRITE THAT BOOK ON MESSENGER, GET IT ALL STRUCTURED AND READY TO RECEIVE TRAFFIC, SEQUENCES, MENU, GROWTH TOOLS, ETC. 

 

And then, you’ve got to learn about PAID ADVERTISING. That is my obsession. I’ve learned paid advertising throughout the years.

 

Andrew: I kind of feel like paid advertising, we’re sending people out to go and figure out paid advertising. It’s so competitive now. What’s one thing that we could do that will work even for new people?

 

Manuel: Competitive? Hmm. I would tell you that there’s still a lot of opportunities, Andrew. It is competitive, there’s a lot of content out there but you can generate leads. I’ve generated leads for pennies on the dollar. 

 

Andrew: Give us a suggestion for something that we can try right now that works and then we’re going to get back into chat bots.

 

MESSAGES AS YOUR CAMPAIGN OBJECTIVE

 

 

Manuel: Objective, use messages. If you want to use the most valuable objective on Facebook right now. Facebook is composed of three areas, when you’re going to run a campaign using the Business Manager, business.facebook.com. If you don’t have a Business Manager account, you create that account. 

 

When you create a campaign, you select an objective, messages as one of the objectives.

 

Andrew: Meaning the objective, the goal of the ad is to get people to interact with our Facebook Messenger which means subscribe to our messages. Is that an easier thing to do right now? Because there aren’t a lot of competition for it. How are you finding that compared to getting people to the website?

 

Manuel: Because it’s so user-friendly, it’s so easy to get them to engage, it’s so seamless, the experience is so nice to them, they don’t have to wait for a page to load or anything like that. Because of that, we’re seeing a great conversion rate from our ads. But, it depends on the industry.

 

I have a lead generation webinar coming up in one minute that I’ve been promoting in a while, Andrew. I’ll talk about the things that we do over here but not particularly on messages. I will talk about that probably in a little bit but in reality, what we do is we bring people into Messenger, get them subscribed to our sequences.

 

Once they’re on sequences which is educate, educate, educate, we can even send promotional messages. Listen to this: EVERY SINGLE DAY. You can send out promotional messages seven days a week.

 

Andrew: As long as they interact with the messages.

 

Manuel: As long as they interact with the messages. But guess what, if you do content, you’re going to have audiences interacting every day.

Some people interact one day but they don’t interact with the next one. Now, you can communicate with them. But now, they come to interact with the next one. In that way, you can send promotional messages active into these people and that’s why content is so valuable.

 

You can sell during the up-sells like I told you guys about. You can also sell on broadcast to people that have interacted with your bot in the last 24 hours. 

 

Andrew: You can go into ManyChat or whatever tool people are using. But ManyChat is the most popular now and say I have this thing to sell, I want to send it out to everyone who interacted with my chat bot in the last 24 hours and you just send it out.

 

We recommend being a little more strategic than that. It might be that I want to send it only to people who fit within the category of the product that we’re selling and who interacted within 24 hours.

 

Manuel: I like that. I agree with that. 

 

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