01 | STT.ai

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Okay, you'll still be able to catch it in lab.

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Today is an all -day workshop.

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That means we'll be going until about 4 o 'clock,

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4 .30,

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with two 15 -minute breaks and an hour for lunch.

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So you'll have a chance to go potty and eat and stuff like that.

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We will have a live Q &A webinar with Ryan this

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coming Thursday.

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And that's at 1 p .m.

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Central Standard Time.

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Yeah,

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I know. It's like, where are we in the United States?

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Central Standard Time.

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And then we also have a live critique webinar on the 16th.

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That's next Thursday,

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also at 1 p .m.

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We like to keep things consistent.

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And the end of this 10 -day execution cycle will be

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May 18th.

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And that's when you're going to have your deliverables out.

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And Ryan will get into a little more detail on that as we go along.

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So in between those live webinars is your chance to work

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on what we're going over today,

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to go into our Facebook group,

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Elite Commons,

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and ask questions and reach out to your fellow lab members and get their perspectives.

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So please be sure to join the Elite Commons Facebook group as

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well anytime today or throughout the execution cycle if you haven't already.

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So let's go ahead and get this thing started.

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Our instructor needs no introduction,

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but I will just say that he is the co -founder and

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CEO of Digital Marketer Ryan Dice.

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Thank you.

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Appreciate it.

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Welcome elite members who are watching from home or office virtually.

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And welcome everybody who is here at the Digital Marketer headquarters in Austin,

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Texas.

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So excited that you're here.

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And I'm really excited to be talking about this subject,

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how to architect a brand blueprint that builds.

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authority if you had told me uh a few years ago that

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i was going to be standing on a stage teaching a workshop about branding i

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would have said uh you're wrong and stupid and don't ever say that

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about me again because for the better part of my career um i

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felt like branding was this kind of unnecessary

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optional extra that only the big dumb companies focused on that really the only

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thing that actually mattered uh what really is going to move the needle

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is demand generation,

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direct response.

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Can you get traffic?

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Can you convert that traffic?

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That was the whole reason that when we launched our conference,

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Traffic and Conversion Summit,

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we called it Traffic and Conversion Summit,

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because we literally would say traffic and conversion,

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because they're the only two things that matter.

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Nothing else really matters.

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after over a decade of doing this and after seeing some of the changes

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that have been happening over the last few years,

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much of what we're going to talk about,

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I can tell you that today,

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yes, while generating traffic and converting that traffic,

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while demand generation and direct response,

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while these tactics that do move the needle,

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that do generate sales,

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while those are critical,

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they're table stakes.

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You have to have them.

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The true advantage that we have,

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the moat that we as marketers have to build around our businesses is

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brand brand is as we're moving forward brand

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is going to be the unique advantage that we have if we want to grow in a time when

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all products are being commoditized

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when competition is fiercer than it has ever been,

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and when the idea of differentiating yourself is becoming increasingly more

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difficult and complex,

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and we're going to get into a lot of that.

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So I'm glad that you're here.

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I really am.

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I'm glad that you're here.

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And whatever stage you are in business,

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if you're just getting started,

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then congratulations,

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you're going to get this right from the get -go.

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If you've been in business for a little while now,

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and you're finding it difficult to scale yourself.

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and in particular to scale your marketing because gosh you've been the

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one who's writing all of the emails and now you need to hand it off to somebody else or you've

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been the one crafting all of those sales letters and and and you've

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been the one on camera maybe you're the face of the business maybe you are the business right you'd like to hand that

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off to somebody else but every time you try it just sounds so inconsistent

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it doesn't sound like you and it feels forced right

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You're going to benefit from this,

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and you're also going to benefit from it if you have a legacy company,

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and maybe some of that spark that was there at one point

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is now gone.

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Or if you work for a legacy company that,

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gosh, there was a time when they just seemed so cool,

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and now they don't anymore.

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Now they're kind of old and crotchety and yelling at clouds,

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right?

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If you've got the brand equivalent of that,

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we're going to show you how to reclaim some of that gold.

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So whatever stage you're in in business,

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you're definitely in the right place.

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And this definitely matters.

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It definitely matters.

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This is not maybe as tactical and sexy as going out

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and writing amazing Facebook ads that generate super cheap

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clicks that turn into customers.

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This is every bit as essential,

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no matter what stage you're in.

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So some of what we're going to be covering.

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Talk about the core concepts of branding and positioning and why most companies get it wrong,

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especially when it comes to branding.

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I mean,

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I see a lot of branding and positioning experts,

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and when I hear them talk about stuff,

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it's like, that just is wrong.

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The way that you're going about it is wrong.

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It's unhelpful.

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It's going to wind up just in a book somewhere that nobody's going to read or use.

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It's just not what actually matters and what actually works.

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We're talking about how to craft a compelling brand blueprint that attracts ideal

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prospects and positions you top of mind in your category.

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And that's the thing that ultimately you're going to be building while we're here,

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is a brand blueprint.

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We're going to be working on this document throughout the day.

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You're going to be working on it throughout the week during this execution cycle.

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But this is going to be a document that is going to live and grow with your company.

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So as your company grows and changes,

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this document will grow and change as well.

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Let's talk about the five steps to reverse engineering authority,

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because you cannot have a brand unless you have authority.

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A brand without authority,

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a brand without soul,

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is called a logo.

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You can get those pretty cheaply on 99designs.

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So five steps to reversing engineering authority and why it has nothing to do

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with faking it until...

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You're making it.

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And also how to codify your brand's voice so you can scale without losing

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your identity and soul.

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One of the biggest questions that I get asked all the time is how were you able to transition from Ryan

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Dice, the brand,

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to digital marketer?

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and still maintain that same kind of soul.

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I mean, I hear it all the time,

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like, wow, you know,

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I love Digital Marketer.

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It's so human.

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You know,

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you seem so real.

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You seem so down to earth.

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I'm going to show you exactly why that is.

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I'm going to unpack,

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you know, some of our dirty little secrets.

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It's not dirty, actually.

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That's hyperbole.

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It's actually quite a clean and enjoyable secret.

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So the goal is by the time we're finished,

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you'll have a brand blueprint that positions your company as the obvious authority in virtually any market.

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That's what we want.

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We want you to be perceived as the obvious authority.

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When people think of a category,

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they think of you in a good way.

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All right,

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that's the goal.

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So let's talk about why brand matters.

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Why does brand matter?

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I touched on this a little bit in the introduction,

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but brand matters because the marketplace right now is noisier

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than ever.

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Is anybody alone in their space?

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Is anybody without?

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Competition.

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I remember when I launched my very first website online,

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I sold an e -book on how to make your own baby food.

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It's a long story.

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If you've heard me talk about it,

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it's fine.

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It's not really worth telling here.

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But yeah, the very first product that I sold online was an e -book on how to make your own

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baby food.

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It was a crappy e -book and an ugly website with terrible sales copy.

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But I sold it.

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I sold a couple of these little e -books every day just about for about 14 bucks

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a pop.

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Now,

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for a kid in college,

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that'll...

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pay some rent checks,

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right? That'll get some work done.

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I mean, it was one of the ways that I was able to pay for college.

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It was one of the ways that I was ultimately able to buy my now wife an engagement ring,

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if you've heard that story,

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right? It all started with this crappy little ebook on how to make your own baby food.

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Now, the thing about it is if I were to implement that same model today that I implemented

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almost 20 years ago,

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hasn't been that long,

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but it wouldn't work because look,

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Google how to make your own baby food and you're going to see tons of stuff way better for free in

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abundance out there on the internet.

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YouTube, blog posts,

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everything.

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The noise is fiercer than it's ever been.

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Back then I was the only one.

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I was the only one really even talking about it.

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Blogs didn't exist.

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This is 1999.

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There was no such thing as a blog.

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Amazon was a thing,

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but there weren't e -books yet.

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Kindle didn't exist.

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Google was still a science fair project.

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That's not the world we live in.

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We have to acknowledge that.

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We have to acknowledge that right now,

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The marketplace is noisy.

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Buzz Sumo posted this,

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talking about the number of articles published.

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This is just an example related to Bitcoin.

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All right,

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so let's look at a hot subject.

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So back in,

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you know, 2016,

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if you were talking about Bitcoin,

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you were kind of kicking it all by your lonesome.

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Then 2017,

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it got worse.

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By 2018, it's absolutely absurd.

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By the end of 2018,

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2019, I don't even want to know where it is.

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It doesn't matter.

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These all still exist.

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It's noisy.

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They also talked about artists articles published on content marketing compared

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to shares.

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This is what's truly frustrating and tragic as The amount of content

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published goes up the number of shares goes down Because

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you know why we share things we share things because it makes us

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look interesting we share things because it makes us look

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smart

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We share things because we get to look novel.

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We get to be that person who found this thing.

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Well, when everybody has found it,

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there's no benefit to sharing it.

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So not only is there more noise,

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but things are getting shared less.

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So the more work that we're doing,

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it's having less effect.

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I'm not saying that you don't do content marketing.

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I'm not saying you don't publish it.

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It's just this is the reality.

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Showing up is no longer good enough.

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In 1999,

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when I built my first website,

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when I sold my first product,

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showing up was absolutely good enough.

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absolutely is good enough now it is not the other big trend

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challenge that we're dealing with is customers just simply don't care they don't care

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they look at anything you're doing you think it's great they go man seen it before seen it

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before we at the most recent traffic

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and conversion summit we had sir Richard Branson come out and

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speak and

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obviously one of my business heroes when you're talking about somebody who started i'll say like

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11 billion dollar plus companies i mean this is a significant figure

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and we're back in the green room area kind of hanging out and my son

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He was 12 at the time,

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now just turned 13.

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He was back there with us,

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first time he was able to come out to the event.

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And so you've got kind of me and some members

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of the team, Richard Lindner,

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who's president,

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digital marketer,

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Roland Frazier, my business partner.

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My wife and my son are also back there.

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And so you've got Sir Richard Branson there.

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And my son,

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he's trying to make conversation with my son.

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And my son just could not care less to be talking to this person because

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he was not a video game.

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Right?

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He wasn't.

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But you know what?

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It's not that different for adults.

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It's not that different for your customers.

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Your customers are all 12 -year -olds.

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All right?

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In some way,

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shape, or form.

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The second that we're not instantly entertained and engaged,

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what do we do?

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We get on our phone and we play our favorite game.

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Or we get on our phone and we play our favorite game,

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which is called scrolling through Facebook or Instagram.

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Right?

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We all behave that same way towards things that should be more significant

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in our lives.

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This is a significant moment.

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This is really, really important.

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What do they say?

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Meh.

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It's Richard Branson.

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Meh.

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It's a product,

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a service that could change your life.

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You know that big challenge that you're dealing with,

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thing that's keeping you up?

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Look, here's an ad that's going to check that box.

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Meh.

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That's where they are today.

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Average landing page conversion rate,

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2 .35%.

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This is across all different types of landing pages.

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You may be thinking,

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mine's way better than that.

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That's fine.

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Is it better now than it was a year ago,

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two years ago?

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Or are your landing pages,

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like basically everybody else I know,

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getting slightly worse from a conversion rate perspective every year?

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Are you getting diminishing returns?

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Because they're going,

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meh. I've seen it before.

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I've seen it before.

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S… Speaker 2 (01)

The average Facebook organic reach.

11:54

S… Speaker 2 (01)

2011,

11:55

S… Speaker 2 (01)

you looked really smart if you were doing Facebook stuff.

11:57

S… Speaker 2 (01)

2011, you could post stuff on Facebook and something weird happened.

12:00

S… Speaker 2 (01)

People saw it.

12:01

S… Speaker 2 (01)

2012,

12:03

S… Speaker 2 (01)

down to 16%.

12:04

S… Speaker 2 (01)

2013, 12%.

12:05

S… Speaker 2 (01)

2014,

12:05

S… Speaker 2 (01)

6%.

12:06

S… Speaker 2 (01)

In 2014,

12:07

S… Speaker 2 (01)

you still looked halfway smart.

12:11

S… Speaker 2 (01)

Posting stuff organically on Facebook 2015 2 % 2016 1

12:15

S… Speaker 2 (01)

% 2017 it kind of stopped Mattering

12:20

S… Speaker 2 (01)

to even track this at 0 .5 % the line just becomes invisible.

12:24

S… Speaker 2 (01)

So this only goes to 2017 But it ain't like it went up.

12:28

S… Speaker 2 (01)

All right 2018 it was worse right now.

12:31

S… Speaker 2 (01)

It's even more worser.

12:33

S… Speaker 1 (01)

All right

12:36

S… Speaker 1 (01)

This is the reality.

12:37

S… Speaker 1 (01)

This is what we are facing today.

12:39

S… Speaker 2 (01)

And we're also dealing with a power shift in the marketplace.

12:43

S… Speaker 2 (01)

And this is what I mean by the power shift.

12:45

S… Speaker 2 (01)

This idea that it used to be the companies

12:49

S… Speaker 2 (01)

who won were the companies that had all the supply.

12:52

S… Speaker 2 (01)

I'm seeing enough gray hair in this room.

12:56

S… Speaker 2 (01)

Y 'all remember Blockbuster?

12:57

S… Speaker 1 (01)

Some of you do.

12:59

S… Speaker 1 (01)

Some of you don't.

13:00

S… Speaker 2 (01)

Do you remember Blockbuster?

13:01

S… Speaker 1 (01)

Do you really?

13:02

S… Speaker 1 (01)

Be honest.

13:04

S… Speaker 1 (01)

You've heard of it.

13:05

S… Speaker 1 (01)

You don't remember it,

13:07

S… Speaker 1 (01)

right? It's like when people like have you you know,

13:10

S… Speaker 1 (01)

you ever read you know this book like I have read it.

13:13

S… Speaker 1 (01)

No you haven't You bought it.

13:15

S… Speaker 1 (01)

You haven't read it The blockbuster the

13:20

S… Speaker 2 (01)

cab companies right in the past what we needed to succeed In

13:24

S… Speaker 2 (01)

business was to own the supply.

13:27

S… Speaker 2 (01)

We got the stuff that you want.

13:29

S… Speaker 2 (01)

That is not the case anymore.

13:30

S… Speaker 2 (01)

It is now a demand based economy

13:34

S… Speaker 1 (01)

It is who owns the demand,

13:36

S… Speaker 1 (01)

right?

13:37

S… Speaker 2 (01)

And that's why Netflix kicked the crap out of Blockbuster while Amazon kicked the crap out of Borders,

13:41

S… Speaker 1 (01)

right?

13:42

S… Speaker 2 (01)

It's no longer about having the supply,

13:44

S… Speaker 1 (01)

right?

13:44

S… Speaker 2 (01)

Supply is infinite.

13:45

S… Speaker 2 (01)

It's everywhere.

13:47

S… Speaker 1 (01)

Again,

13:47

S… Speaker 2 (01)

1999,

13:48

S… Speaker 2 (01)

why did I win selling a book on how to make your own baby food?

13:52

S… Speaker 2 (01)

Because I had the supply.

13:53

S… Speaker 2 (01)

I've got the information.

13:54

S… Speaker 2 (01)

You don't.

13:55

S… Speaker 1 (01)

If you want it,

13:56

S… Speaker 2 (01)

it's $14 in an unformatted crappy PDF,

13:59

S… Speaker 1 (01)

right?

14:01

S… Speaker 1 (01)

You want it.

14:02

S… Speaker 1 (01)

Here it is.

14:02

S… Speaker 1 (01)

It's $14.

14:04

S… Speaker 2 (01)

Now you get that information in infinite supply So

14:08

S… Speaker 2 (01)

who wins the people who are able to control the demand my?

14:12

S… Speaker 2 (01)

Good friend David cancel who's the CEO of drift taught me this.

14:15

S… Speaker 2 (01)

It's actually their chart I love this quote companies can no longer differentiate on features

14:19

S… Speaker 2 (01)

in a world of infinite supply brand is

14:23

S… Speaker 2 (01)

the only true marketing advantage In a world of infinite supply

14:28

S… Speaker 2 (01)

in a world where everything is only always available

14:32

S… Speaker 2 (01)

everything's always pretty good right how are you gonna win

14:36

S… Speaker 1 (01)

oh well we've got a feature that's a little bit

14:40

S… Speaker 2 (01)

better than our competitions not good enough not good enough I

14:44

S… Speaker 2 (01)

remember we had somebody we've got a higher -end mastermind group called

14:49

S… Speaker 2 (01)

war room and this is made up of all people they their businesses need

14:53

S… Speaker 2 (01)

to be generating at least a million dollars in revenue most the folks in there are 10 million up we've got

14:57

S… Speaker 2 (01)

a couple billion dollar companies I remember this was a number

15:00

S… Speaker 1 (01)

of years ago this had to have been well i'll tell you what will date it um the

15:04

S… Speaker 1 (01)

ipad had just come out right so i don't remember what year that was

15:08

S… Speaker 1 (01)

but it was called a while ago so we were hosting a um we're

15:12

S… Speaker 1 (01)

hosting a warren gathering and one of our members a long time member said

15:16

S… Speaker 1 (01)

i've got a friend of mine and i think he could be a really great member

15:20

S… Speaker 1 (01)

Phenomenal entrepreneur, exciting person.

15:21

S… Speaker 1 (01)

Can I bring him as my guest?

15:22

S… Speaker 1 (01)

And usually we don't allow members to just bring guests.

15:25

S… Speaker 1 (01)

But this was, again, a longtime member,

15:26

S… Speaker 1 (01)

a founding member.

15:27

S… Speaker 1 (01)

We really trust him.

15:28

S… Speaker 1 (01)

We really liked him.

15:28

S… Speaker 1 (01)

He vouched for this person.

15:29

S… Speaker 1 (01)

So we're like, OK, fine.

15:31

S… Speaker 1 (01)

We'll make an exception.

15:31

S… Speaker 1 (01)

So this person shows up for the meeting.

15:33

S… Speaker 1 (01)

And he seemed cool.

15:34

S… Speaker 1 (01)

Seemed totally normal.

15:35

S… Speaker 1 (01)

And had some decent ideas.

15:36

S… Speaker 1 (01)

Again, had been successful.

15:38

S… Speaker 1 (01)

Had,

15:39

S… Speaker 1 (01)

I believe, sold a company the year before and was trying to come up with what his next thing was

15:43

S… Speaker 1 (01)

going to be.

15:45

S… Speaker 1 (01)

And so we said,

15:46

S… Speaker 1 (01)

okay, so it was his turn to go around and talk about his business,

15:49

S… Speaker 1 (01)

kind of get some feedback.

15:49

S… Speaker 1 (01)

We said,

15:51

S… Speaker 1 (01)

all right, so what's your business?

15:52

S… Speaker 1 (01)

He said, well, it's pretty exciting.

15:54

S… Speaker 1 (01)

I'm not going to tell you what it's called.

15:56

S… Speaker 1 (01)

I won't tell you what we're doing.

15:57

S… Speaker 1 (01)

We're like, okay,

15:57

S… Speaker 1 (01)

I'm intrigued.

15:58

S… Speaker 1 (01)

Go ahead.

15:59

S… Speaker 1 (01)

He said,

16:00

S… Speaker 1 (01)

well, how many of you have heard of the iPad?

16:02

S… Speaker 1 (01)

And only 100 % of human beings on planet Earth had heard of the iPad at that point.

16:05

S… Speaker 1 (01)

It had just come out.

16:06

S… Speaker 1 (01)

It was a really big deal.

16:07

S… Speaker 1 (01)

He said, okay,

16:08

S… Speaker 1 (01)

this whole thing,

16:08

S… Speaker 1 (01)

the tablet movement.

16:10

S… Speaker 1 (01)

It's going to be huge.

16:11

S… Speaker 1 (01)

This is the next big computing,

16:13

S… Speaker 1 (01)

mobile,

16:14

S… Speaker 1 (01)

all this other stuff.

16:15

S… Speaker 1 (01)

I mean, he painted this whole picture about why tablets were such a big deal.

16:17

S… Speaker 1 (01)

But he said, but I'll tell you,

16:18

S… Speaker 1 (01)

Apple has got it all wrong.

16:20

S… Speaker 1 (01)

They've got it all wrong.

16:22

S… Speaker 1 (01)

They're completely missing the boat.

16:25

S… Speaker 1 (01)

See, I found this supplier out of China that can produce the exact same thing as an iPad.

16:28

S… Speaker 1 (01)

And we're talking about a great device,

16:30

S… Speaker 1 (01)

looks good.

16:30

S… Speaker 1 (01)

But we've got twice the megapixels on the camera and

16:34

S… Speaker 1 (01)

a USB slot.

16:36

S… Speaker 1 (01)

Boom.

16:39

S… Speaker 1 (01)

That's how we're going to win this game.

16:40

S… Speaker 1 (01)

Screw you,

16:41

S… Speaker 1 (01)

Apple. I'm going to come out of nowhere.

16:42

S… Speaker 1 (01)

You know why?

16:43

S… Speaker 1 (01)

USB,

16:44

S… Speaker 1 (01)

more megapixels on the camera,

16:45

S… Speaker 1 (01)

a little bit more storage.

16:47

S… Speaker 1 (01)

But here's the thing.

16:49

S… Speaker 1 (01)

You know what we're going to call our device?

16:51

S… Speaker 1 (01)

The Orange.

16:53

S… Speaker 1 (01)

They're Apple.

16:56

S… Speaker 1 (01)

We're the Orange.

16:57

S… Speaker 1 (01)

Because if you're comparing apples to oranges,

17:01

S… Speaker 1 (01)

we're going to win.

17:03

S… Speaker 1 (01)

Why?

17:04

S… Speaker 1 (01)

Because we got more features.

17:05

S… Speaker 1 (01)

I thought the guy was joking.

17:08

S… Speaker 1 (01)

I literally laughed.

17:11

S… Speaker 1 (01)

He wasn't.

17:12

S… Speaker 1 (01)

He was quite angry.

17:14

S… Speaker 1 (01)

I kind of felt bad.

17:34

S… Speaker 1 (01)

We're going to talk about why Apple won and continues to win,

17:37

S… Speaker 1 (01)

sometimes having inferior products,

17:39

S… Speaker 1 (01)

not having the same features,

17:40

S… Speaker 1 (01)

because it doesn't have to do with feature set.

17:42

S… Speaker 1 (01)

That's not why you win.

17:44

S… Speaker 1 (01)

In a world of infinite supply,

17:45

S… Speaker 1 (01)

brand is the true marketing advantage,

17:48

S… Speaker 1 (01)

and that's why Apple won.

17:50

S… Speaker 1 (01)

So if you think that,

17:51

S… Speaker 1 (01)

oh, we're going to win because we're a little bit better,

17:53

S… Speaker 1 (01)

you're wrong.

17:54

S… Speaker 1 (01)

There is no space for a little bit better.

17:56

S… Speaker 1 (01)

If you think,

17:57

S… Speaker 1 (01)

okay, okay,

17:59

S… Speaker 1 (01)

here's how we're going to win.

18:00

S… Speaker 1 (01)

We're going to win by being 10x bigger.

18:02

S… Speaker 1 (01)

10x better.

01

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