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6 Email Marketing Myths You Can Ignore

6 Email Marketing Myths You Can Ignore written by John Jantsch read more at Duct Tape Marketing

Email marketing has been around for a long time, and consequently, people have developed a lot of opinions about what works and what doesn’t. However, as the digital marketing landscape has changed, some things about email marketing that used to be true are no longer so. And there are some things that have always been myths, but still persist today.

Here, let’s debunk the six biggest email marketing myths out there.

1. Email Marketing is Dead

As more digital channels have emerged through which you can reach clients, there have been whispers going around that email marketing is dead.

In reality, that couldn’t be further from the truth. Marketers still see a great deal of value in email marketing, and are still investing heavily in this tactic. According to surveys from HubSpot , 93% of B2B marketers use email to distribute content. On the B2C side of things, 59% of consumers report that information in an email has influenced their purchasing decisions. And everyone is on email. Ninety-nine percent of consumers check their email every single day (and most report doing so multiple times a day).

2. Frequent Emails Feel Spammy

Some marketers are hesitant to send regular emails at the risk of annoying their mailing list. And it’s true, for most consumers, their inboxes are crowded places. A survey from Marketing Charts found that the average person receives 416 marketing emails each month.

But just because others are sending emails doesn’t mean you shouldn’t send any (or only send one once in a blue moon). The key to avoiding that spammy feel is ensuring that your content is always valuable. If you send emails that add value, provide information, and are actually helpful to your audience, you’re a lot more likely to see strong open rates and a reduction unsubscribes.

If you’re looking for tips on creating engaging content, check out this post.

3. Unsubscribes Are a Bad Thing

No one enjoys rejection, and an unsubscribe can certainly sting. But the reality is that unsubscribes are not necessarily a bad thing. A clean email list is key to staying on ISPs’ good sides, and that’s what will keep your emails from being barred from inboxes.

You can do things on your end to clean your list—like scanning for typos and giving people an option to re-opt-in if they’ve been unresponsive to your recent email marketing efforts—but unsubscribes are a way for you to get your customers to do some of the heavy lifting for you. An unsubscribe is someone saying they’re no longer interested in your content, and that could be for any number of reasons.

If you see a large number of unsubscribes all at the same time, that might be indicative of a problem with your content, but if you see people leave your list from time to time, that’s simply making space for a higher open rate overall and a better relationship with ISPs.

4. There is a Magic Day and Time to Send Emails

Some marketers swear by sending emails at a very specific time. If it’s not Tuesday at 10am, they won’t send an email!

There has been a lot of research over the years, with marketers trying to find that magic time where open rates will be high and conversions will abound. But these studies have been less than definitive, and so there is no one-size-fits-all approach to timing emails.

It’s certainly true that some audiences will engage with emails at a higher rate at certain times of day, but that will vary from business to business, so trying to stick with some antiquated idea about the one day and time you can send an email won’t serve you.

Instead, do some experimenting, send emails at several days and times throughout the week and see which ones get the highest engagement. Then aim for that time again, and see if you can repeat your results. Be willing to mix things up, and don’t be afraid to send emails out more than once a week (see point 2 above).

5. Long Subject Lines Spell Trouble

For a long time, marketers were told to shy away from subject lines that were too long to be fully displayed in someone’s inbox. That sounds on the surface like a sensible piece of advice, but it turns out that a recent study from Marketing Sherpa busted this long-held belief.

While email subject lines that fall into that “sweet spot” of 41-50 characters performed well, it’s actually longer subject lines with 61-70 characters that did the best. So don’t stress about fitting all of your email subject lines into those narrow parameters. Instead, work to create a subject that is attention-grabbing and really tells readers what they can expect to find inside the email.

6. Avoid Repeat Messages

Super Office reports that the average open rate for emails in 2018 was just shy of 25%. That means that three out of four people on your list are not seeing any given email. Some people won’t read a given email because the subject line doesn’t interest them, but others will miss it for completely innocuous reasons. They may have been busy that day or accidentally deleted the message.

Whatever the case may be, for your most important content, it’s okay to send the same email copy twice in order to get the highest engagement. This isn’t a tactic you should take with every email message, but it can actually be valuable when used sparingly.

There are a few caveats here. First, don’t send the same email on the same day. Instead, wait several days before you resend it. You should also switch up the subject line, so that those who wrote the email off the first time because of its subject line might open it this time, and so that those who opened it the first time around aren’t put off by getting the exact same email twice.

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The Proven Formula For Generating B2B Leads on Autopilot in the eLearning Industry

The Proven Formula For Generating B2B Leads on Autopilot in the eLearning Industry

eLearning is booming , with no sign of slowing down…

People want access to information and learning on demand.

Not in a month’s time when the next conference is on or when the next corporate workshop is planned.

As a society we’re impatient – and if we need a new skill, we need it now, and we need it on our own terms.

eLearning is the Netflix of personal development, it’s the Uber of corporate training initiatives. People can choose their own pathway for development and take lessons all from the comfort of their home.

For businesses that provide eLearning solutions, the biggest opportunity lies with corporations where you can sell programs and software to hundreds or even thousands of employees at the same time. Rather than fighting for every single sale, you can focus on the big-ticket clients and truly scale up the profitability of your business.

In 2017, corporate training expenditure in the United States grew by 32.5% . Basically, organizations are investing more in learning and individuals are seeking better and more flexible access to learning. It’s the perfect intersection for B2B eLearning solutions.

But, how do you generate a consistent flow of B2B leads in the eLearning space without burning out your sales team?

The answer is Inbound Marketing.

Bonus #1: Download a detailed PDF checklist that contains the exact steps to take in order to carry out this lead generation process

What is Inbound Marketing?

Inbound Marketing is a term popularized by marketing software tool HubSpot . The general idea of this concept is that you attract people to your business by first providing value – predominantly through content – rather than bombarding them with outbound sales messages. Once you have a prospect’s attention, you then engage with them via marketing automation and lead nurturing tactics, before delighting them as a customer of your business. The concept is depicted visually below:

eLearning - B2B leads - image 1

Instapage Founder and CEO Tyson Quick does a great job of summarizing Inbound Marketing in this video:

Why use Inbound Marketing in the eLearning industry?

While Inbound Marketing is an effective lead generation strategy in many industries, it’s especially powerful in B2B environments, and even more acutely suited to the eLearning industry. Here are two reasons why:

Trust and credibility

Perhaps more than any other industry, eLearning is built on trust, credibility, and expertise – be it perceived or otherwise. Companies are putting the achievement of their employee’s goals, ambitions, and career aspirations in your hands. So you need to instill confidence in these people that you are the right company to facilitate this journey.

Given its foundation of helpful content production as a way of attracting leads, Inbound Marketing is custom-made to build trust with naturally skeptical people.

Think about it for a moment, are you more likely to buy something after seeing a banner ad for a business you have never heard of before, or from a business that has gone above and beyond to provide valuable content that has helped you achieve something? It’s a no-brainer.

Cost-effective

When compared to traditional forms of digital marketing, such as cold advertising, inbound is far more cost-effective. Instead of running cold ads to people who have never heard of your business previously, you can remarket to those that have consumed your content. There is already a base level of trust in this situation which reduces your ad spend.

As well, by creating content that is evergreen in nature, you build assets that will deliver you leads today, tomorrow, and next year. Evergreen content can be created once and continue working for your business well into the future as it accrues organic traffic from search engines and social media channels. You are investing in content assets, rather than spending money on ads that will stop running as soon as your budget dries up.

How to use Inbound Marketing to generate B2B leads on autopilot

When it comes to generating B2B leads on autopilot in the eLearning space, here is a 5-step process you can follow. The inspiration for this process has been drawn from the eLearning Industry’s Always-On Conversion Engine (ACE) methodology for Inbound Marketing.

Bonus #2: Watch this free video on how this process works in practice, with real-life case studies and results

Step 1 – Research

It’s tempting to jump straight into creating content aimlessly without any direction. Sure, it may feel like you’re doing something to progress your goals, but in reality, the wheels could be spinning on the spot.

To get the most from your Inbound Marketing efforts, you need to start by researching your ideal customers, competition, industry trends, search engine keywords, and opportunities for brand growth.

Before getting started with your research, you should remember that your inbound marketing strategy must be very specific to your target audience so you can address their specific pain points in a more exact way. In order to build a successful inbound marketing strategy, you should focus on targeting the right buyer personas who will maximize your digital marketing ROI.

Armed with the information from this research process, you can then create an editorial calendar of content ideas that align with your objectives.

Step 2 – Create

According to the Content Marketing Institute , producing engaging content is the biggest challenge for inbound marketers:

eLearning - B2B leads - image 2

Basically, being successful with Inbound Marketing is not as easy as publishing a few blog articles and hoping for the best. Creating content is time-consuming and is far too easily pushed to one side by busy employees.

The thing is, you don’t have to publish every other day to get results from Inbound Marketing. In fact, most eLearning businesses won’t have the time, resources, or know-how to make this kind of content production happen. After all, you’re not a publishing business!

Instead, look at your inbound strategy as a project. Based on the research you have done, create a complete editorial calendar which targets your buyer personas. This will help you increase your Marketing ROI , without wasting your resources, money and time on less valuable audiences and topics.

Your editorial calendar should include 8-10 extensive articles per topic, use case or persona targeted, that will describe all aspects of your specific topic and buyer personas. By publishing high-quality, enjoyable content that is relevant to ongoing conversations in your industry, you can demonstrate your knowledge and authority.

You will write about the pain points your buyer personas face and how they can overcome them using your solution. This process will also help you progress your readers to the next steps of the buyers’ journey. A proven technique is to combine your focus keyword and your buyer persona in the title and text of your articles. That way the readers of your articles are unlikely to deviate from your target audience.

Regarding the content creation, a success factor of your editorial calendar is whether the articles you create will be search engine optimized and easily re-purposed into other formats like eBooks. So, the next step, after your article creation, is to repurpose the articles into an eBook. That way you will have the chance to turn your readers into leads by getting valuable information for them, such as their name, business email, their company, and their purchasing authority among others.

Finally, the last step to further nurture these leads, but also to create another conversion point for interested parties, would be to use the main outline of the ebook and summarize it into a webinar deck.

Step 3 – Promote

A fundamental mistake many would-be inbound marketers make is to focus all of their energy on creating content and neglect the distribution and promotion aspect of the process. One study found that as little as 15 cents of the dollar are spent on content promotion when compared to 85 cents that are spent on content creation . If you want to get serious with inbound, consider flipping this equation on its head.

Effective content promotion is about finding a third-party B2B eLearning publication where your ideal buyer audiences are active online and developing a systematic and repeatable way to access those people when you publish content.

Step 4 – Convert

Put simply, if someone ‘converts’ on your website, they have taken the specific action you intended them to. This is usually an exchange of value. For example, they may give you their contact information in exchange for the eBook I discussed in Step 2.

Those that part ways with their contact information are now your leads because you have permission to communicate with them again in the future – ideally turning them into a customer.

Here is an example of a white paper being used in this way by eLearning Industry:

eLearning Industry: ebook example

Step 5 – Close

The final step of this Inbound Marketing process is the close. It’s when you turn a warm lead into a paying customer. When it comes to eLearning, one of the highest-converting tactics is to run a webinar. It makes sense in this industry because a webinar is essentially a live preview of the product you are selling.

It makes sense in this industry because a webinar is not only a live preview of the product you are selling but more importantly, a webinar is an opportunity to interact with people that have downloaded your eBook, in a live manner. When someone downloads an eBook, you really don’t know how much of the eBook they read, if any at all!? With a live webinar, you can qualify leads more deeply by monitoring their activity.

For example, you can use an intake form to select a few more critical data points, run a poll during the webinar, and foster a conversation during the webinar by taking cues from the chat/Q&A. This makes the experience much more interactive and full of insights, just like a normal sales call would feel.

The beauty of hosting a webinar is that you can record the session, use the recorded version to nurture future leads, and generate sales on autopilot.

Here is an example of a webinar sponsored by eLearning Industry and presented by Jon Graves eLearning Industry’s VP of Sales and Brittni Kinney Ratliff, VP at Influence & Co.:

eLearning Industry: webinar example

Want this process done for you by eLearning Industry? Find out more here.

Wrap

With the rapid growth being observed in the eLearning industry, the opportunity for fast customer acquisition is more prominent than ever.

However, with so much opportunity comes increased competition too. So you need to be smart about the foundations you lay for your lead generation objectives in the long-term.

Creating an Inbound Marketing engine that generates B2B leads on an ongoing basis without significant intervention makes a lot of sense. It’s cost-effective, and perhaps even more importantly, it reduces the trust gap between your business and its cold prospects.

The thing with inbound is that it takes time to bear fruit. So the sooner you start, the quicker you will see rewards.

What’s holding you back?

Want this process done for you by eLearning Industry? Find out more here.

The post The Proven Formula For Generating B2B Leads on Autopilot in the eLearning Industry appeared first on Jeffbullas’s Blog .

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The Powerful Secret to Getting Marketing Agency Leads

The Powerful Secret to Getting Marketing Agency Leads

More and more agencies admit to struggling with finding and closing new business. It seems as if every year, the challenge of discovering high-value prospects and turning them into marketing agency leads, grows exponentially.

Unfortunately, we can’t blame it on the size of the competition anymore. Although, I admit that’s often the first reason that comes to mind.

Most SEO agencies or digital marketing firms operate in markets filled with customers ready to part with their cash in return for marketing help, after all.

So, why does the challenge exist in the first place? From the stories our users tell – many of whom are digital agency owners, salespeople and other agency professionals – we’ve uncovered the reason.

It’s the lack of sufficient insights to evaluate opportunities each new lead offers.

The result? For one, targeting people who are too early in their buying process. And as a result, wasting time, effort and resources on deals that would never have come through anyway.

Let me illustrate this with an example.

Why we struggle to find marketing agency leads

I assume that it takes you up to two and a half hours to process a prospect fully, on average. It includes finding those people or companies out first. Then, researching, reaching out, connecting, engaging and everything else that’s involved in the process.

Simple math tells me that, to process just 15 prospects, you’d have to spend almost an entire work week!

Let’s assume further that you, on average, convert 5% prospects into leads. Since most agencies onboard one to three new clients a month, they’d need to process 60 leads a month to reach that number.

why agencies struggle with lead generation for marketing agency leads

(Image from Hubspot’s 2019 State of the Agency Selling report)

But let’s be fair. My (crude, I admit it) calculations assumed that an agency knows very little about their prospects. I presumed that its founder, CEO, the salesperson or whoever else prospects for new business couldn’t tell what these people want. Or what their average budget and current business situation are.

What if they could? What if they knew even the basic information – average budget, their marketplace situation or the competition, for example? Well, I can tell you, it would reduce the time needed for processing by more than a half for a start. And that’s still a modest estimate, I should add.

To reach the same results as above, an agency would have to spend only half of a week per month for prospecting. Its staff could focus on other tasks and still meet an ideal growth quota.

Intrigued? Let’s explore this further.

How do agencies evaluate prospects?

Agency prospects and leads come from two sources, typically – Outbound and Inbound initiatives.

Inbound marketing agency leads are people who have inquired with an agency or engaged with it in another way. These people may have learned about the company from search, social media, referral or any other inbound channel. Intrigued, they’ve emailed, called or connected with the company.

Most agencies would process those leads manually. I’d imagine that many of them turn to LinkedIn, simply. They research the prospect and their company there. Some might also visit the prospect’s company website and conduct a quick online search before responding to the inquiry.

Outbound leads are people the agency has identified as potential business partners and reached out to directly. Again, many agency owners and salespeople would use LinkedIn for outbound prospecting, using the information on the social network as the selection criteria.

Unfortunately, neither of the methods deliver ideal results. Often they result with agencies targeting:

  • People or companies who do not need digital services.
  • False prospects, people who might need help with digital marketing but aren’t ready to engage in a sales conversation yet.
  • Prospects with insufficient budgets.

So, even if an agency does manage to engage those prospects, those people either wouldn’t see the value in hiring the agency or they would struggle with the agency’s price.

Does the above sound like an impossible situation?

Luckily, it’s not. What’s more, to overcome it, you just need to start prospecting with the right information at hand. For example:

  • Their market and the competition. Analyzing the marketplace will help prepare a cold call that targets the prospects exact situation.
  • Marketing spend and trends. A company that upped its marketing spend might also be ready to invest in digital marketing services.
  • Budget gap between channels. For example, analyzing PPC and SEO spend could help an SEO agency to identify the best prospects.

The only problem remaining is where to find that data… And we want to tell you about something truly amazing. It’s called SEMrush Oppty and here’s how it helps your agency grow.

Semrush Oppty for marketing agency leads

Oppty helps you identify leads who need your marketing services. Using SEMrush’s proprietary data on your target audience, you can:

  • Focus your efforts on the most promising opportunities,
  • Tailor your outreach and offers to their current situation,
  • Make a strong first impression based on a deep understanding of their market.

All to increase your chances of winning their business.

Try it here .

Guest author: Tanya Vasileva is a Product Marketing Manager at SEMrush  – a leading digital marketing toolkit for SEO, PPC SMM and content marketing professionals worldwide.  She writes about marketing, analyzes SEMrush data and interested in marketing strategy. 

The post The Powerful Secret to Getting Marketing Agency Leads appeared first on Jeffbullas’s Blog .

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Finding Hope and Happiness in a Pessimistic World

Finding Hope and Happiness in a Pessimistic World written by John Jantsch read more at Duct Tape Marketing

Marketing Podcast with Mark Manson
Podcast Transcript

Mark Manson headshotThis week on the podcast, I chat with best-selling author, blogger, and internet entrepreneur Mark Manson.

Manson is the author of the New York Times’ best-seller, The Subtle Art of Not Giving a F*ck . He’s described it as “a self-help book for people who hate self-help.” The book has sold over 8 million copies and has been translated into 25 languages.

Today we discuss his latest book, Everything is F*cked: A Book About Hope . Manson shares his tips for finding happiness and optimism in an unstable, pessimistic world.

Questions I ask Mark Manson:

  • With all of the issues in the world, has cursing become trifling?
  • You say that the opposite of happiness is hopelessness. How do we wrestle with that?
  • What are the benefits to suffering?

What you’ll learn if you give a listen:

  • Why we have such a difficult time acting on all of the things that we want for our lives.
  • What mental habits we have that are having a negative effect on our psyches.
  • Why a little bit of boredom is a good thing.

Key takeaways from the episode and more about Mark Manson:

Like this show? Click on over and give us a review on iTunes, please!

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This episode of the Duct Tape Marketing Podcast is brought to you by ZeroBounce .

Email is still an important marketing channel, but it’s gotten harder to get into inboxes. ZeroBounce is an email verification system that will validate your opt-ins. They integrate with all of the major services you’re already using like MailChimp and HubSpot. Check them out at ZeroBounce.net.

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Transcript of Finding Hope and Happiness in a Pessimistic World

Transcript of Finding Hope and Happiness in a Pessimistic World written by John Jantsch read more at Duct Tape Marketing

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Transcript

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John Jantsch: This episode of the Duct Tape Marketing Podcast is brought to you by ZeroBounce, an email validation system that integrates with all the major ESPs to make sure, hey, your mail doesn’t bounce. Check it out at zerobounce.net .

John Jantsch: Hello and welcome to another episode of the Duct Tape Marketing Podcast. This is John Jantsch, and my guest today is Mark Manson . He is a speaker and a blogger at markmanson.net and the author of The Subtle Art of Not Giving a F*ck and the new book, Everything is F*cked: A Book About Hope . Having thrown my PG rating out the window, I want to welcome you, Mark.

Mark Manson: It’s good to be here, John.

John Jantsch: There is a Mark Twain quote that I love, and when I quote people, I end up paraphrasing. I never get it right, but he advised writers to every time they were tempted to use the word really or very to substitute the word damn because your editor would strike it out, and your writing would be so much stronger, but not so much anymore. Huh?

Mark Manson: Apparently not.

John Jantsch: I’d like to think of these more as concepts than words, but I was walking by… the use of this language anyway. I was walking by an airport bookstore the other day, and there’s an entire section now that I think maybe you started of people using F with some variation of asterisks. With all the issues going on in the world now, is cursing become trifling?

Mark Manson: I guess so. Honestly, I’m fascinated by it too. Clearly, I’ve created a brand, and a bunch of people are jumping into it and copying it, but there seems to be something about vulgarity that the shock value in it or the emotional charge in it that people are getting really excited about for whatever reason.

John Jantsch: Yeah. Well, it might have something to do with some sales that you’ve accomplished as well. Last time I looked, and I’m sure you have it more accurate, but I think I saw somewhere 8 million plus copies of The Subtle Art… Do you have any sense of why that book exploded?

Mark Manson: I think it’s a combination of things. I definitely think part of it’s the title. It definitely grabs your attention, but I also think… I sometimes call my brand of self-help a pessimistic self-help. It’s a personal development that is less about, “Oh, we can achieve anything.” It’s more just, “Humans suck; let’s try to suck a little bit less.”

Mark Manson: I think there’s something about the last few years that I think people are just feeling incredibly pessimistic, and there’s a cultural moment that’s happening where we’re becoming very aware of our own pessimism, and so for whatever reason, my style of writing, my titles, everything, it’s really catching that wave right now.

John Jantsch: Yeah and for those who have… the handful of people who have not read any of Mark’s work, you’re very funny. You tell great stories that are very engaging, and so it’s actually very easy to read. What I enjoy the most is you’re reading along, you’re reading along, and then you just zing us. It’s like in this newest book, the How to Start Your Own Religion, I was like, “Wait a minute. What? Is that… ?”

John Jantsch: I wasn’t sure if you were kidding or not for awhile, and that’s what I love about your style of writing, but I’ve got a really hard question for you.

Mark Manson: Sure.

John Jantsch: Not everybody sells 8 million books. What has that done to your life?

Mark Manson: Oh, well, it’s made my bank account a lot bigger. It’s funny, I was on another podcast recently, and they were like, “Wow man, so tell it. Come on, tell us what’d you go out and buy?” I was like, “Uh, I bought a Nintendo.”

John Jantsch: Well, here’s the reason I asked that. Obviously, it swelled your bank account, but I don’t get the sense-

Mark Manson: Sure.

John Jantsch: … that you’re a person that necessarily seeks fame and seek it or not, you’ve gotten it.

Mark Manson: Yes. Yeah. It’s funny. I don’t think it’s changed my life a whole lot. I tell people that I think being a famous author is the perfect mix because your work is widely known and appreciated, but people don’t really recognize you on the street or if you go into a restaurant or anything, so you don’t really get your privacy invaded a whole lot. I wish I could give you a really exciting answer, but I don’t think it’s affected that much.

John Jantsch: You mentioned the last couple of years seems like it’s been a rough patch. I think every generation probably thinks that theirs has been the worst time in history. Do you find that to be true? I mean you look at some of the divides going on, particularly in the United States right now, and I feel like they’re historically bad. I know you’re an avid researcher. Do you think that that’s the case?

Mark Manson: I do think you’re right. Every generation does because every generation, whatever problems face that generation, are completely new and unexplored. There’s a little bit of I think a sense of specialness that comes with each generation. What is interesting about today is that the level of pessimism or I guess just hysteria that’s going on is not relative to how well we’re doing economically. Our economies are booming; we’re safe; we’re not at war, we’re not being bombed by anybody. There’s not riots in the streets.

Mark Manson: Usually, the type of pessimism that we see right now is accompanied by some sort of massive, tumultuous thing that’s going on. For whatever reason, today it’s not. I just thought that was really peculiar, and that was one of the starting points of the new book is basically if everything’s awesome, why are we so upset all the time?

John Jantsch: How does admitting we’re all gonna die let us live a better life?

Mark Manson: I think facing one’s mortality is a big principle in my work, and it’s one thing I’m constantly trying to make the reader more aware of, I guess their own insignificance. I think while it’s a downer, I think it has a very liberating effect in that it’s only by thinking about one’s own death that we’re able to really get good perspective on what’s important in our life.

Mark Manson: If I start asking myself questions like, “Well, if this is the last year I’m alive, would I still be doing the same thing I’m doing?” that presents a lot of clarity for the decisions that I’m making and helps us avoid traps and falling into habits that we wouldn’t be happy we had in the long run.

John Jantsch: There’s some… Viktor Frankl, certainly… You have a story about Auschwitz in the book, and Viktor Frankl I think was in Auschwitz?

Mark Manson: Yes.

John Jantsch: Eli [Wiesel] was in Auschwitz, and I think… I can’t remember which one of these said this, but that the opposite of love is not hate. It’s indifference. Hope is in the title of the book, and you talk about the opposite of happiness is hopelessness. How do we wrestle with that?

Mark Manson: I wrote a book about hope because I think, again, coming back to this pessimism that’s pervading everything today, I wanted to investigate what it is about modern life that is making it so difficult to have a clear vision of where we want to go in the future. I think happiness gets discussed a lot, and we all want to feel good, and that’s great and everything, but really it’s at the end of the day, we need to have some sort of hope for something greater for that happiness to ever emerge.

Mark Manson: If we’re not able to construct that vision of something greater for ourselves, then we just end up in despair. If we’re angry or we’re sad or we’re anxious or upset or something, that at least implies that there’s hope of something greater. But if we just feel hopeless then that implies that there’s no vision for any sort of improvement.

John Jantsch: I believe at least that a lot of people have hope when they feel they’re in control of their situation. You basically tell us that self-control is an illusion, and that we all pretty much just have to accept our fate. Maybe I’m paraphrasing, but I read that.

Mark Manson: Well it’s not that we don’t have any control over ourselves. It’s that our… First of all, I agree with you that a lot of hope is rooted in a feeling that we have control over our fate. Chapter two is called self-control, is an illusion. The point of that chapter title is that we actually have far less control than we think we do, and we perceive ourselves to have total control over our lives.

Mark Manson: Anybody who’s tried to start using their gym membership or maybe cut something out of their diet quickly finds out that you have less control over your behavior than you typically would like to admit.

Mark Manson: The whole chapter simply discusses why don’t we do the things we know we should do? Why do we seem to have such a difficult time acting on all of the stuff that we want for our lives, that we know is good for our lives, but just for some reason, we can’t peel ourselves off the couch or whatever? It turns out our minds are kind of a messy place, and there’s a little bit of an art to getting ourselves to act the way that we would prefer ourselves to.

John Jantsch:You know, email is still a very important marketing channel, but it’s gotten harder to get in the inbox. Even if people that want your email. ZeroBounce is an email verification system that will validate your opt-ins. Check them out at zerobounce.net . They integrate with all of the major services that you might be using already, like Mailchimp or HubSpot. Check them out zerobounce.net .

John Jantsch: My favorite part of that chapter is that you told a little story about Tom Waits, one of my favorite singer-songwriters. Old 55 changed my life.

Mark Manson: I love Tom.

John Jantsch: One of the things that I see frequently, particularly, you get to a certain… You’re not living on the streets. You got a nice job. You’ve got a nice house. You’ve got a nice car. We go out of our way to make sure that we don’t do anything that’s uncomfortable. A lot of people anyway. You talk quite a bit about not necessarily the need to suffer, but the benefit of suffering. You want to unpack that a little?

Mark Manson: Yeah. I think in this discussion of why have we seemed to be so [inaudible] pessimistic today, I spent a couple chapters talking about comfort and talking about pleasure and avoiding pain. Essentially, the short version is that I come to the conclusion that the same way we need to… our muscles need to be stressed and strained a little bit on a regular basis to grow and improve and maintain health, I think our emotional and our psychological “muscles,” so to speak, need a certain regular amount of stress and strain to also remain healthy and robust.

Mark Manson: My fear is that so much of the 21st century world is built around convenience and immediacy and instant gratification that we’re not getting those reps, where part of our mental health is essentially just atrophying from a lack of regular exertion.

John Jantsch: Yeah, I read somewhere… I can’t remember actually who the author was, but, and there may be some physiological benefit to this, but you’ve talked about taking a cold shower in the morning, and the benefit of it was that you were going to suffer some right off, beginning of the day, and that was going to then set the benchmark for the whole day. Again, there may be some actual physiological benefits too, but he was talking more mental.

Mark Manson: Yeah. I think there’s a lot to be said. I think the same way 50 years ago we discovered… nutritional science started to figure out like, “Oh hey, you can’t eat cupcakes every day. That’s bad for you,” it’s, I think, we’re starting to discover just in the last few years that some habits that we have, whether it’s phone usage or social media or where we get our information, has the same effect on us mentally.

Mark Manson: I think there needs to be an informational diet in terms of making sure that we’re challenging ourselves, challenging ourselves intellectually, but also challenging our own beliefs, challenging a lot of our assumptions about our relationships in the world and things like that, and that we need that to a certain degree to maintain a healthy and balanced psychological worldview.

John Jantsch: I wonder to what degree we can blame mobile devices and social media for people being so freaked out lately?

Mark Manson: I think this is a hot, hot topic right now, and it’s funny cause there’s a lot of data that shows a lot of really scary stuff. Then there’s a lot of data that shows a bunch of nothing, and the jury’s out, but my sense is that social media is probably only really bad in very large doses or for very young people. That seems to be the most clear pattern amongst the data on social media.

Mark Manson: Interestingly, I think the smartphone thing might actually be a bigger culprit here. I think it’s the constant instant access to everything you want that actually creates more psychological issues and emotional issues than necessarily Facebook.

John Jantsch: I remember when I was growing up, like all kids, “Mom, I’m bored,” and she used to say, “Well, good. You should be. You need to be. It’s healthy.” Now, we we just can’t allow ourselves that moment of boredom, can we?

Mark Manson: Yeah and there seems to be with that unwillingness to be bored a little bit, there also comes this lack of attention, lack of focus, and also this… I think it causes us to be a little bit more emotionally volatile than we would be otherwise.

John Jantsch: I am a big fan of Thoreau’s writing, and I love this quote from… I’m not sure actually where it appeared, but we ignore the God inside us in an effort to venerate the God that would not exist without us.

Mark Manson: Hmm.

John Jantsch: You take on religion a little bit, or at least the organized fashion of religion as a little bit of a, I don’t know if you want to say enemy, but as something that also freaks people out.

Mark Manson: Yeah. It’s funny the… There’s a chapter on… You can’t really write a book about hope without writing about religion, and so I’ve avoided touching religion for pretty much my whole career, but I felt like this book was finally the place to do it. I have a couple of points about religion. One, first of all, I’m an atheist, but I’m not necessarily… I definitely am not super critical of traditional religions themselves.

Mark Manson: I think there’s a lot… I understand why people believe in them and a lot of the benefits and meaning that they get from them. For me, the points I wanted to make with that chapter is one, I don’t think there’s actually… It’s actually the opposite of atheism, which is that I don’t really think it’s possible for us to not behave religiously to some extent.

Mark Manson: You know, even if you don’t worship like a traditional God or go to church, you’re still buying into certain groups and belief systems largely on faith, that they are important, they matter, and that they’re going to make the future better. They provide hope for you. Anytime you buy into this set of belief systems or set of constructs on faith, you end up creating alliances with other people who share those values and then also defending those beliefs against other people. I cast a very wide net in terms of how I define religion.

Mark Manson: Something as simple like something… political parties, sports teams, even being a fan of a TV series, these can all be religious experiences in that there is a mythology that we are putting our hopes in, and then we are organizing ourselves around those hopes together and finding meaning in them. It’s a fundamental human behavior. We all do it, but as with every human behavior, it has a lot of benefits, but it also has a lot of costs.

Mark Manson: A lot of people just over the years and a lot of people… I’m always being emailed by [various] religious people, saying, “Well, X book that defines my whole religion said a bunch of this stuff before you did.” My approach has always been like, “Well, of course it does, because this is just how the human mind works.

Mark Manson: The reason these religions have been around so long is that they manage to help orient people very well towards the world. It’s a little bit of a trippy chapter, and I’ve definitely lost some readers over it, but I’ve been prepared to make that sacrifice.

John Jantsch: I thought we were just going to lose the Catholics, but now we’re going to lose Game of Thrones fans and The New England Patriots fans all in one shot, one chapter. Great.

Mark Manson: We’re probably better off without them.

John Jantsch: The political messages today seem to be everything is screwed up, and it’s not your fault. It’s them. I think that that mentality seems to be at the root in some ways of all this discontent.

Mark Manson: Yep, absolutely. One of my big goals with this book… Because one of the things that surprised me and made me very happy about the success of Subtle Art was that I had very, I have very large fan bases on both sides of the political spectrum and especially, in 2019, there are not many people who are able to speak to both sides without being skewered in some way.

Mark Manson: I very consciously wrote this book to speak up to both sides at once and say, “Hey, it’s not ‘them’ that are causing the problems. It’s us. We are the problem. There’s nothing special about that person you hate or that person you hate. It’s us. This is a cultural issue, and we have to come together to solve it.

John Jantsch: The final chapter, you talk about AI, and I think you even go as far as calling it “the final religion,” when I read that… I’m into technology. I like to know the new things going on, but the further I got into that chapter, I couldn’t decide if I was hopeful or if that actually caused despair, the idea of that.

Mark Manson: Yeah. It’s-

John Jantsch: I couldn’t tell really where you were coming down on that.

Mark Manson: I think I’m strangely… I’m in a very weird spot with AI. I think most people, there are people who are I guess terrified of AI, who think that AI is going to overthrow the world order and we not make it out alive. Then there are AI utopists who think that AI is going to… we’re going to merge with the AI, and everything’s going to be amazing, and we’re going to solve all of our problems.

Mark Manson: The reason I called it the final religion is because essentially, all of these other issues that we struggle with today on all these other places, all these other places that we try to find meaning, once once general intelligence surpasses human intelligence, it’s gonna render all of these other questions either obsolete or it will advance them so quickly that we’re not going to be able to keep up.

Mark Manson: I felt like it was a natural end point. As much as it’s blindsided a lot of readers, I felt like it was a very natural end point for the book, and I personally think AI’s probably going to render us obsolete, but I find that to be very hopeful because, for one, I believe morality is very much based in rationality. I think the best aspects of ourselves come when we are able to sit down and think and be compassionate.

Mark Manson: If the AI surpasses us in intelligence, then it’s probably going to surpass us in its understanding of morality as well. One of the points I make in the book is look, we’re the ones who commit genocide. We’re the ones who beat and abuse and enslave each other. We don’t really, in terms of an ethical argument about AI, we don’t really have a leg to stand on.

Mark Manson: If this greater force comes along that we’re no longer able to comprehend, and they start organizing a world in which a lot of these religious conflicts and us versus them dichotomies fall away, then I think that better for everybody, even if we’re not the ones in charge anymore. I’m like this misanthropic AI supporter.

John Jantsch: Then there are those that would argue that it could actually amplify those things that you talked about as opposed to making them go away. I guess that’s the challenge with any technology.

Mark Manson: It is; it is. It could amplify, and it could amplify up to a degree, and then I think once it surpasses us, maybe it comes back on the other side. The other thing I wanted to explore in that chapter that I haven’t really seen talked about anywhere is that traditional religion emerges from mystery. It’s when humans don’t understand something, we come up with a lot of, I guess, supernatural explanations.

Mark Manson: It’s like if you dance this way, then it’s going to rain next week. I really enjoyed exploring this idea of once AI takes over, we’re not going to have any idea what the hell is happening anymore. Cars are going to show up and drive us somewhere and drop us off at a building. There’s going to be people there, and we’re not going to know why any of this stuff is happening.

Mark Manson: In a weird irony, we might start returning to a lot of this religious behavior of cavemen and stuff. It’s like, “Oh, well if you wear this shirt, the AI gods will will put favor on you, and they’ll take care of your family. Be sure to say this when the car comes.” I don’t know. For some reason, I think it’s hilarious, but a lot of people have emailed me and been like, “Dude, that is dark.”

John Jantsch: Yeah I didn’t find it dark. I think the word you said, mysterious. It just really shows that it could be a different world, which maybe-

Mark Manson: I-

John Jantsch: … is unsettling to some.

Mark Manson: I think it will be. All of this joking and the religious talk aside, I think it really is going to be a different world, and I think it’s going to be different in such a way that we can’t really comprehend what the issues and divisions are going to be when it comes.

John Jantsch: Mark’s books can be found pretty much anywhere. In fact, I have a… This is a personal question. Many of my listeners may not care about this, but I noticed your recent book, Harper brought it back out in paperback and hardcover at the same time. Was there any thought in that?

Mark Manson: Well, they’re doing this thing. It drives me crazy, man. They do these things called Harper Luxe, and it’s basically large print editions. They’re paperback, but they’re large print editions, so it’s like 500 pages. The fonts are blown up really big for people with poor eyesight.

Mark Manson: Amazon keeps categorizing them as paperback even though they’re these special editions for people with bad eyesight, and so people keep buying them thinking that they’re the paperback. Then they show up, and they’re these big fat like 600-page books with giant text.

John Jantsch: I’ve got another funny story for you on my first book published 2007 by Thomas Nelson who is now owned by Harper or they’re all owned by each the same company probably, but my first book, they had very few edits, but one of them is they wanted me to take the word crap out of the texts, so I thought you would enjoy that.

Mark Manson: Wow. How far we have come.

John Jantsch: Mark, it was a pleasure meeting you in this format and learning your thoughts and deeper thoughts on your writing, and people check out Mark’s work. As I said, the books are sold pretty much anywhere you can buy a book, and you might want to follow markmanson.net . Any other places you want to invite people?

Mark Manson: No, that’s it.

John Jantsch: I did it all. All right. Awesome. Mark, thanks so much. Hopefully, we’ll run into you out there on the road sometime.

Mark Manson: All right. Thanks, John.

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Duct Tape Marketing

Internet MarketingMaking Money OnlineResources

The Best Internet Marketing Resources – Roundup

Best Free Photo Resource?

This website has a ton of free photos you can use in your marketing. Check the licenses – most are unrestricted and even allow you to use them in paid products, on your website and so forth.

unsplash.com/

All Design Tools in One Place

Youzign is an easy to use design app that lets you create any design you need, including social media graphics, ebook covers, blog graphics, business cards, flyers, coupons, memes, infographics and more.

youzign.com/

Record Skype Calls

‘Pamela for Skype’ is a free, fast and easy to use tool for recording your Skype audio and video.

www.pamela.biz/en/

Make Videos Like the Pros

This
is an all-in-one video creator to quickly make high quality videos.
Boost your conversions, increase your sales, and spend less time
doing it.

www.videomakerfx.com/

Customer’s 2018 Choice for Online Meetings

Hold
online meetings, collaboration-enabled online conference rooms, video
webinars and more. Handles up to 500 video participants and 10,000
viewers.

zoom.us/

World Class Security for Your Files

Keep
your computer (and your income) safe with online backup and file sync
for your home or business, 100% automatically.

mozy.com/product/mozy/personal

Online Scheduling Assistant

Clients
can view your real-time availability and self-book their own
appointments, as well as paying you online, rescheduling with a click
and more.

acuityscheduling.com/

Get People Talking About Your Site

A
quick and easy way to get your blog posts some quick links with a
human-powered social bookmarking service.

socialadr.com/

Email Marketing Funnels Done for You

If
you don’t want to hassle with the tech work of setting up email
marketing funnels, you can test drive this software and service for
just a buck.

Sneaky Way to Get More Likes on Facebook…

…and
also twitter retweets and Google+. Earn credits for what you’re
already doing, then use those credits to get your stuff shared by
other members. These are real people who can choose what they share –
not bots.

www.justretweet.com/

Edit Graphics Quickly

Photo
editor, design maker, touch up artist, collage maker and other fun
stuff to make super cool graphics that get clicked and shared.

www.picmonkey.com/

10 Psychological Tricks to Boost Your Website’s Sales

Just
a tiny little thing is often all that is needed to get a wavering
customer to purchase.

www.entrepreneur.com/article/314741

How Blockchain Could Change Digital Marketing Forever

Could
the technology behind Bitcoin change the way you do online business?

blog.hubspot.com/marketing/blockchain-could-change-digital-marketing

$0 to $1,000 in a Day…

The
Marketing Method You Must Use to Grab People’s Attention.

This
video highlights a great idea on niching down to a passion and
repurposing a product to sell it like crazy.

www.entrepreneur.com/video/314538

Also
check out The
Traffic Secret to Turn Your Visitors into Customers:

www.entrepreneur.com/video/314539

4 Reasons Why people Stop Reading Before the End of a Page

Ever
read something like this on a website?

Always
striving for excellence, from our very inception, a visionary,
vigilant, and flexible approach has ensured that we are awake to the
exciting possibilities science and technology allow, so that we can
offer you beautiful, precise, and high-quality hardwood floors.”

Huh?

Copy
like that is a great way to LOSE customers. Here’s what to do
instead:

5 Ways to Improve Your Email Marketing with Gamification

Gamification
is a lesser-used but highly effective tactic for engaging email
subscribers. 

econsultancy.com/blog/70105-five-benefits-of-using-gamification-in-email-marketing-with-examples/

3 Myths Stopping You from Making More Sales on Amazon

You
might be looking at things like ratings and shelf space all wrong.

marketingland.com/the-myths-that-keep-you-from-winning-on-amazon-242450

Why Facebook Chatbots Could be Your Best Online Marketing Friend

Imagine
using a chatbot to talk to your prospects for you. Sci-Fi? Or
present-day reality?

www.entrepreneur.com/video/314870

4 Email Templates that Generated $100,000 in 30 Days

HubSpot
columnist Matthew Scott shares four email templates that helped
HubSpot generate $100,000
in 30 days.

blog.hubspot.com/sales/100k-email-templates-follow-up

How to Handle Angry Customers

Shopify
shares 7 ways to handle your customers when they’re upset with you,
your product or your service – even when there is no easy answer.

www.shopify.com/blog/helping-upset-customers

The Goal-Based Approach to Domain Selection

VIDEO:
The
MOZ team says, “Choosing a domain is a big deal, and there’s a
lot that goes into it. Two essential questions to ask to guide your
decision-making: What
are my goals,
and what’s
best for my users?”

moz.com/blog/goal-based-domain-selection

Dan Kennedy: Increasing Marketing Response Rates

Most
marketers’ failures and disappointments result from giving
confusing directions or no directions at all. Confused
or uncertain consumers do nothing. And people rarely buy anything of
consequence without being asked.

Here’s
how to clearly tell your customers how to buy your products in a way
that makes them take action.

www.entrepreneur.com/article/313316

Email Marketing is Dying, Right?

Ummm….
No. Not even close.

Consider
these stats:

  • Messages are five times more likely to be read
    via email than on Facebook. -Radicati

  • Email acquires 40 times more new customers
    than Twitter or Facebook -McKinsey
  • Your content will be shared with your email
    followers three times more than any other visitors. -QuickSprout

  • 92% of all adults online use email, and 61%
    use it on any given day. –Pew Research

  • Targeted and segmented emails account for
    generating 58% of all revenues. –DMA
  • Email open rates are highest when a company
    sends two emails monthly. –Database Marketing Institute

Read
more here:

3
Trending Marketing Tactics in 2018

We’re
halfway through the year – time to catch up on the latest trends
that may be affecting our business:

www.entrepreneur.com/article/314922

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Social Media

59% Generation Z Spending More Time on YouTube

The HubSpot contributor Clifford Chi has shared 2019 YouTube demographics data.

It shows some significant trends observed on the video sharing site.

Here are some of the findings:

  • Approximately 90% of 18-44 year old American internet users watch videos on YouTube
  • 50% American internet users aged 65 and over watch videos on YouTube
  • 46% of millennials (25-34-year-olds) watch more content on YouTube
  • YouTube is available in more than 91 countries in 80 different languages.

blog.hubspot.com/marketing/youtube-demographics

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