Matt Coffy: I have got Tim the Paige on the podcast. Say hi Tim.
Tim Paige: Hello. Or hi Tim. If you wanna do that old thing.
Matt Coffy: Yeah but you are the voice right?
Tim Paige: Something like that. I have a voice.
Matt Coffy: You’re the voice of my podcast.
Tim Paige: Yes. That is true.
Matt Coffy: So among other things that you do, you’re also a voiceover specialist which is the reason I wanted you to do my intro is that you have that calm soothing demeanor. Your new job is more of an optimization strategist and that is totally cool. So this is the podcast that’s based off helping people grow their business faster. Part of that is because of your experience with the wonderful Lead Pages is the Conversion Cast which has been your sort of circle of fame, right? What do you think has helped overall
Tim Paige: Something like that, yeah.
Matt Coffy: I wanna ask you a question. What do you think has helped overall if you were to say look, one thing I recommend for you to do for most business owners or most people that are trying to get iut there, entrepreneur trying to go faster, what would you recommend them to do first?
Tim Paige: I would recommend them to have a nearly singular focused mind on one particular goal for driving their business forward and I would encourage them to have it not necessarily be just revenue. So the thing is for Lead Pages won, we were early on in our business. Our really big focus in fact prior to even launching the product, our biggest focus on growing our email list. That’s what we wanted to do more than anything and so having that focus and going okay we wanna build a list. That’s the biggest thing we wanna do. That allowed us to drive every other marketing effort that we put out there so if we were gonna do the podcast the question was, will the podcast allow us to get more people on our email list and the answer was yes. If we’re gonna do another blogpost, how is that gonna help our email list? And now we’re growing our email list. If we’re gonna do another webinar. Everything was focused around growing the email list for a long period of time. And because of that we were able to grow now is what I think is 200,000 subscribers and 44,000 paying customers a primarily as a function of focusing on growing our email list.
Matt Coffy: Wow 44,000. When is he getting IPO?
Tim Paige: I have no idea if that’s even in the realm of possibilities. All I know is that right now, our big focus is really trying to continue to capture this market. So we really have a strangle on the market that we’re in but one of the big things is with the release of our new product called Center which is kind of like a marketing command center. It makes all of your marketing tools talk to each other with the launch of that, that’s the big thing for us.
At this point in marketing, the smarter marketers aren’t using one size fits all product. They’re not using this tool can do everything. They’re using specialized tools, individualized tools but getting them all tied to each other is a pain in the butt so we wanted to make it so everything integrates together, everything works together. that’s kind of our big focus in launching Center and then Lead Pages being one of the biggest spokes of that wheel I guess.
Matt Coffy: We were talking about Clay Collins and Lead Pages for those who aren’t familiar with that. And I bet you there’s a story around trying to get Center.com
Tim Paige: I’m sure there is although I don’t know what it is but I bet you it’s amazing.
Matt Coffy: But you guys ended up with center.au. So tell me a little bit more about. You’ve been with Clay for a while and again I don’t wanna make this about the Lead Pages it’s more about you Tim. From your experience, what have you learned from Clay? To me he’s like a rockstar.
Tim Paige: Absolutely.
Matt Coffy: Two me, he’ll be like buying snapchat in two more years. The concept is that the dude just rocks the whole internet space with Lead Pages. What did you get from him like from a Plato Socrates type of thing?
Tim Paige: In terms of just specifically like what I was taught, one of the biggest things that Clay taught me was how to do webinars and I’ve been over 450 webinars in the last two years. He’s the one who taught me how to do webinars and that was really big but I think that in a grand scheme kinda thing, Clay has an unbelievable future vision like he can look at something and go okay great we’re gonna form Lead Pages which is a bunch of great landing page templates that you can edit in this tool. And then the early days it was like 12 templates and now that was the tool and you could get in there and do that but he never, for him it was never like we’re gonna build this little tool and it’s gonna be the best landing page tool. It was always like you know we’re gonna be the land page tool you use if you want to go to your email list and get more sales. All that stuff.
Once Lead Pages grew, he always was looking to the next big thing and it wasn’t like I’m gonna move on from Lead Pages to something else. It was what can this company Lead Pages become and for me I’ve always been a very task oriented person like we’re gonna do this, I’m gonna do more webinars. We need to build this webinar. That individualistic thing. He has this amazing big picture view of what’s coming down the line and what we’re going to do and where the industry is going to go as a whole and so because of that that’s been one of the biggest reasons that we’ve been able to turn Lead Pages into not just a landing page tool but the conversion mechanism for any kind if company out there.
Matt Coffy: That was my question was that you look at the just the level of really what’s going on in the space. Where do you see the sort of next generation of this ending up?
Tim Paige: It’s hard to say. I don’t have that kinda future vision that Clay has but the biggest thing that we’ve been talking about is that is that ability to have all your marketing tools communicate together.
The more we get sophisticated in our marketing, the more crowded the space gets, the more people are getting into marketing and getting better at marketing and competing for the same customers. The more we have to be smarter in the way that we’re communicating with people, the way that we are asking people to do certain things and it’s not working anymore to just say here’s my landing page and try to send people there.
[clickToTweet tweet=”The way that we are asking people to do certain things is not working anymore – Tim Paige” quote=”The way that we are asking people to do certain things is not working anymore – Tim Paige”]
Now you really have to have a way to communicate with people from the very second they find out about you all the way until they’ve bought from you and bought again or not bought from you and what do you do from there.
And so having specialized, being able to have specialized elements of your business from the start of the conversion process all the way to the very end and looped over again. That’s really the direction things are going and for a lot of people It’s not really tenable to say I’m gonna hire a specialist in every single area of business. It’s tough for a lot of folks regardless of the size of the business plus finding specialists in all those areas is tough but there are a lot of specialized fantastic software stuff that can do all of that for you.
And so it all comes down to using them efficiently together so you have this team of tools that are working together to do those things that it’s hard to find personal to do and so that’s what we’ve been focusing on. It’s a pain point that we’ve had for a long time that we just decided that we were gonna build it for ourselves and it became Center. That’s what we’re seeing in every area of the business from the ground up.
Matt Coffy: I hear you and it amazes me how fast the stuff has gotten to us complicated. Can you imagine the normal human being? How does anyone even start to outline this? Like our SEO discussions, to me I’m just like okay, blah blah, blah, but to someone looking on the outside, what the hell are you talking about? Who even conceived stuff? And our role is to help these people center these discussions around what are the things that are actually gonna make the most sense cause there’s so much to cover these days beyond belief.
Tim Paige: That’s really your job as a marketer whether you’re doing marketing for other people or just for yourself, you’re trying to figure it out is making sense of t and positioning everything in a way that just cuts away all that noise. That’s one of the biggest things that were finding whether it’s in copywriting or your messaging or anything that you’re doing is that if you can make things simple for your customers even outside of the marketing world, whatever your marketing. Whatever your products are, your services are people are now begging things to be simple and easy to understand and uncomplicated it. Our world is extremely complicated so you can find a way to show people how a simple way to solve their problem even if it’s a complex problem then that’s where you can win.
We’re always looking for ways to cut through the noise and find our place and a lot of times that translates to some people in marketing, that translates to let me get really complicated, let me deep into it and show my knowledge by putting everything out there and although I’m all for providing value as much as possible, but many times providing the most amount of value is to make it as simple and easy as possible.
That’s why it’s funny because many people hear from a lot folks really smart people, in your webinars, you talk about steps but isn’t steps kind of oversimplifying things? Isn’t it kind of overpromising to say follow these three steps to get these results? But it’s interesting because although it may seem reductive, it’s not. It’s just simply saying look, there are a lot of things that you can do. Here are three great things that you can do to achieve result whatever it is whether it’s fitness, relationships or whatever you’re looking to do.
If you can break things down in a really easy to digest way, it doesn’t mean being like unbelievably reductive but it just means making it something that people can digest, they can understand, and doesn’t not talking down to them, just really speaking their language and making it say here’s what you’re looking accomplish. Here’s what I have that can help you accomplish that. If those things make sense, jump on it.
Matt Coffy: That is such a great way to put it together. So let’s go back to the email strategy, the list, one of our biggest things that we needed to do this year, I actually managed a meeting this morning on how we’re gonna be more in active campaign in putting together a better strategy to build a list. You know how important it is. What’s your favorite way to particularly take a customer from a listener into subscriber or even a customer?
Tim Paige: My favorite, the tactic that gets us more leads than anything else, not just from the podcast but in general, overall for Lead Pages is content upgrades. And I think a lot of people are talking about this now. There was a long period of time that people weren’t talking about but what a content upgrade is every time you create a piece of content, whether that content is a blogpost, a podcast episode, a YouTube video, sometimes even a social media post or like a LinkedIn post, what you do is you create some extra bonus piece of content topic of that blogpost or that podcast episode or whatever, something that will add an extra bit of value to that thing but in order for them to get whatever that piece of content is they have to opt in and like a great example and this goes by the way this goes really deep. You can do this for just about any industry.
I was reading a blogpost about how to build a wooden picnic table because I am the least handy human being in the universe. So I read the article and at the bottom of the blogpost about building a picnic wooden table, you can download a PDF checklist of all the materials that you need to build that picnic table so that way you can print it out, take it with you to the store so that you wouldn’t forget what you need to make that table.
And it’s so specific because when I’m reading that post the reason I wouldn’t want that checklist. I’m reading that post because I’m interested in building.
Matt Coffy: What amazes me is that there’s so many things to cover. So many coverage pints that we need to work on. How do make a big difference on how we go about this business and picking which ones we wanna go after?
Tim Paige: Sorry picking which what now?
Matt Coffy: Which topics to even go after because there’s so many things to cover when you start to talk about space like where our best value would be from a perspective of how do we utilize from a marketing perspective how we utilize the best maneuvers into the space? Is it email marketing? Is it capturing more subscribers or is it something else as we start to move into the social channel. Where do you put your finger the first place where you wanna make the most impact?
And I’ve always thought we’ve been bested just direct customer interface meaning just going after the customers directly. I wanna go after these dentists, doctors, lawyers. Let’s approach them as opposed to even dealing with drip feeding or maybe we’re old school, but we came into some traction from that plus referrals.
Tim Paige: I think it’s different for every business and I think the question of what do you do like what makes sense for you is gonna be different for somebody else because it comes down to a few things, one is what’s your skillset? As the person that’s doing the marketing, what are you good at? Are you good at one to one direct selling because not everybody is? Are you better at writing something out and allowing that piece of evergreen content to create value for you? Are you better with audio? I’m an okay writer but I can’t stand doing it so it tends to take me about twenty seconds to write something that’s okay, I get out there but I’m done.
But I’m pretty good with audio so the podcast media made sense for us and that generate lots of webinar registrants which for us is a huge portion of our overall revenue is webinars. So for us that made sense but for somebody else, maybe one on one interactions if they’re selling really high end product or high expense product, great. if that makes sense for them.
You’re selling $5-10 widgets, that one on one interaction might or might not makes sense but it all comes down to finding what your strengths are or hiring into those weaknesses and hiring those to do what they’re best at and that’s the thing with Clay is he’s really good at a lot of stuff. He’s good at pretty much everything in our team is good at but he hired people that he believed were better than he was so he hired me to do the podcast and then turned out that for whatever reason I out converted him on webinar so he had me keep ding the webinars.
[clickToTweet tweet=”Success in marketing comes down to finding what your strengths are – Tim Paige” quote=”Success in marketing comes down to finding what your strengths are – Tim Paige”]
He hired some of the best copywriters in the world even though he’s a fantastic writer. He hired an amazing design time. He hired these different folks to do what they’re best at and that’s what I think for a company that is looking to do that, that’s looking to grow to a big level, hiring into your weaknesses is the best way to go. Now if you’re really bootstrapped, you don’t have the budget to hire people, then I say focus on the things that you’re really good at that don’t make you want to stab yourself in the eyeball and do those things and focus on those things as long as they have a result of getting you customers.
I’m not telling you to go out and post on Facebook 50 times a day if it doesn’t get you customers but find your strengths and move those into areas that are going to become customer generating activities like list building, like webinars, like direct sales, direct marketing whatever it is that makes sense with what you are good at.
Matt Coffy: I hear you and you’re good at audio for sure obviously and the webinar stuff has been a tremendous boom for the business and also one of the things that I recognize that you’re substantially undervalued is actually your copywriting. I think you’re exceptional.
Tim Paige: Well thank you. I appreciate that. The thing about it is that people forget, a lot of people will say I’m good at sales, but I’m not good at marketing. Or I’m good at marketing but I’m not good at sales. But it’s all psychology, speaking to human psychology and what gets people to take actions that you want them to take and understanding what pain points and problems that they have and just speaking directly to those instead of saying I have this product that’s a great product that can do XYZ.
It’s all about them, it’s all about what are the customers wanting to accomplish, what keeps them up at night, what things excite them and show them how those things could be improved and what it looks like if those things are improved and then just direct them to whatever it is that you have. so for me I can sell, I spend a lot of my life selling and so that translates pretty well to writing to podcasting to webinars. That kinda thing. But writing, I would say is one of my weakest points.
Matt Coffy: It’s surprising at how strong just because the fact that I think you’re close enough to a lot of the immediate step that way ahead of most people’s active strategy in their marketing. And now I know a lot of people in the space and I follow Conversion Cast, I follow the whole process of how place value in it and reevaluating it and respun the business, now it’s gonna be changing but the massive amount of subscribers meaning these people like a Schramko or a doctor or a Vaynerchuk. These people who have massive followings, they can just literally one button push.
The revenue comes in if you have a product that has enough value or if you have a service of something like that or it’s just a matter of trying to build that customer base. Obviously, we’ve done it by the most stone hedged ways of direct sales and we have a couple hundred customers that’s great but to put thousands of people like the recent thing or so where you did a thirty-day challenge with Melanie and Devin Duncan and the 2000 leads in 30 days. It throws me up the wall like are you kidding me? Am I missing the boat here? It’s just insane.
Tim Paige: It’s really amazing. There are so many things that you can do and I always tell people to focus on what it is that you’re good at, what your strong suit is and the thing is you could go out and get 2000 leads in 30 days and find out you don’t know how to turn those leads into customers. So there’s the next step and the next step but it’s a learning process and it’s funny because I’ve had the conversation many times where people said, hey how do I start my business, I’ve got my product, I’m a coach or I’ve got this thing and I want to sell it. what do I do? Where do I start? Should I get a website? A landing page?
I really do think a first great place to start is to pick up the phone. Call a few people. Make a couple of sales pitches and start from there. Grow a business from there. Get some customers. Orove that what you have is something that people want and then talk to them and find out what made them buy in the first place. What is it that it helps them with?
[clickToTweet tweet=”A first great place to start growing your business is to pick up the phone. – Tim Paige” quote=”A first great place to start growing your business is to pick up the phone. – Tim Paige”]
Tie that messaging into the things you’re using to grow your email list, the things you’re using to get people on your webinar, the things that you’re doing on the website and everything is focused on what gets people to open up their wallet in a positive way, not in a shady way. What gets people to open their wallet? Why they buy? Why do they care so much about what you said on why your product is what you’re paying for? And you can tie that in and then say okay what gets people to open their wallets. What would be the step before that that would naturally lead them to that if somebody is they’ve got this problem, what’s like an early stage to that problem? Something where it’s like oh yeah that really helped. That moved the needle a little bit. And that’s the thing you offer to get them on the list. And when you get them on the list, you show them a couple of people that have had some positive results as a result of whatever you’re selling and then you show them what life could be like after they’ve gotten that thing that you’re selling them. It’s all kind of stair step, I’ve got this problem but whatever I’ll deal with it as opposed to man I just want to get rid of this. Here’s my money make it go away.
Matt Coffy: Great information. I know we don’t have a lot more time here but I wanna ask you just two questions. What do you think is the best methodology for picking up the list? Facebook or just put content? What would, look you gotta be a hundred thousand people in the list tomorrow, start. What would you do in order to get those people to sign up on the list?
Tim Paige: There’s two big things that I would do. I would start doing a live webinar every single week. That is something that I think last year webinars brought us in something like 80,000 leads.
And so webinars are one of the most powerful list building tools that you can employ. They create a sense of urgency because it’s a time thing, it’s on this day, this time and if you’re not there, you’re gonna miss it so people are likely to register even if they don’t show up. So now only do you get people to where you can provide them a lot of value and at the end as a result of that value you get to ask them to buy but also the people that don’t even show up, you still can continue to market to them. You’ve now got them on your list. So webinars would be one thing I would encourage people to do even if you’re not comfortable behind the microphone or behind the camera, I tell almost everybody to figure it out and get over it. It’s worth it. I know it’s hard, I get it. but it’s worth it.
Another thing is content upgrades like I mentioned. So I would encourage people to yes start blogging. If I were to say alright I’ve got this new business, here’s what I think what I wanna do. I would start creating content right away, I would start blogging right away because obviously are more likely to rank in the search engines, they’re shareable, you can do content upgrade those blogposts. You can promote those blogposts as a result of using Facebook ads and get a really cheap cost per click because Facebook oh wow, not landing to a homepage or a sales page, but instead to content.
So you can do a Facebook ad to a blogpost and use a content upgrade in that blogpost to get really inexpensive cost per leads and if you don’t have a budget to do Facebook ads then you can do a survey and create that blogpost you spend half of your time creating blogpost, the other half writing blogposts that you pitched to other people to go on their blog. So you write the post and you send it somebody and say hey I’d love to have you publish on your blog and when they say yes, you say the only stipulation I ask is you allow me to offer a content upgrade on that post to try to grow my email list. You get great free content that you didn’t have to write and in exchange I’m growing my email list. Those are the things that I would do day 1.
Matt Coffy: I love it. There’s so many different variations of the theme there with obviously content started but with how do you get the distribution out there so you pick up the customer on your list. One last question and then I’ll let you talk about anything that’s going on in your and probably there’s a webinar too. But what was it like when you first started when you first got involved and fast forward to now, about the mindset change you had when you first started on what’s possible? I’d love to hear it because you saw it from the very beginning four years ago I think, three years ago?
Tim Paige: I think that for me the only mindset shift was because I was in sales that was what I did it was all one on one. It was just figuring out how to translate one to one sales, to one to many and the funny thing was I first learned how to do that, then I had to remember to translate it back to one to one because marketing speaks to a whole lot of people but really you just need to be speaking directly just to one. That was the big mindset shift for me was that it’s all really the same it’s just that when you’re marketing, your message is getting out to a lot of people but that message needs to be speaking directly to one.
Matt Coffy: Very cool absolutely. So what do you got going on this month or your next webinar or anything that we should know about from Tim’s side of the world?
Tim Paige: So we’re doing a live webinar, this is a brand new webinar that we’ve recently come out with and it is called Your Most Effective Funnel, how to generate more leads in sales. And it walks you through. It’s a three-step process. The exact process that we follow to get new subscribers on our email list and then how to take those subscribers and turn them into paying customers. I even walked through our exact follow up sequence that can get sales from email number 1. It’s completely free. It’s Thursday 12pm Eastern and to join you gotta couple of options. If you’re in the US, you can take out your cellphone right now and text leadpageslive to 33444. So it’s all one word. Leadpageslive. All one word. Text that to the phone number 33444. Or you could just go to leadpageswebinar.com and register there.
Matt Coffy: I love the text. It’s for a bunch of my clients. They all love it.
I could probably talk you for 400 years. There’s so much more. What amazes me more than anything else is just how much, how fast and how much growth is in this industry and how people think oh there’s not any room, there’s too many people. I’m like we are just at the very very very beginnings of this and I think people should take it back to the fact that they should look at some of the stuff especially go to their webinar. I’ll be on it but it’s just a pillar time to be in this industry. I literally think this is hyper growth. Talking to someone about Snapchat, 8 billion opens every day. it’s like vertical growth. This has happened. You’ve gotta realize things are changing dramatically, we all know the phone is the business. We need to think about how we interact, how does it work? People are just gonna be more and more condensed down and leaving the terminal and the keyboard as something you look in the past as a fax machine. Really? You still use a computer?
Tim Paige: Exactly.
Matt Coffy: Awesome. Alright man. I’ll let you get on your day. Let’s say we can catch up maybe at the end of the year and see what happens.