The Pe:p show

Do you keep getting product or service requests? Are they related to your core offering? In this episode, Peep discusses how saying no to customer requests that go against your core offering is a key to business growth and successful product development. Warren Buffet says, “The difference between successful people and really successful people is that really successful people say no to almost everything.”

 
Do you run an agency, offers services and people ask you for things that are not part of your car offering or maybe you're working on a SaaS startup and people keep asking you for new features. So what do you do in those cases.

You say no.
The thing is let's say that you do conversion optimization like like we have an agency that does conversion optimization. People ask us things all the time that are not related to what we do. So look there was this one guy who said hey I love you so much. I like what you do. I just want to give you money and buy from you. But I don't have a service yet or I don't think maybe it's a low traffic service. So would you please design a pitch deck for me because I just want to buy from you. Of course it's you know in a way that's tempting. It's like flattering he likes us great and wanted to give us money.

Well who doesn't like money but like it's it's a distraction.
Like that answer is no no no that's not what we do. We do conversion optimization. This is our core expertise. We're not a design agency because the more you do the thing that you're best at the better you get at it. And all these other things that oh maybe we should also do SEO and PPC and branding and storytelling and the la la la la. It's all a distraction and and like if you if you start doing everything and try to be everything to everybody you're stopping anybody.

And the quality of work you do just goes down.
Just focus on your core expertise and say no to the requests that don't inline with your core path if you if you run a software company people ask you for features all the time we get requests for CSO Institute features every single day. So what do you do with that. Of course some of it is accurate and valid. If people having usability issues like of course you fix all this stuff but like new features you want to see a who's saying that because there will be people that are asking for features that actually are not your your core audience there they don't represent your typical buyer or the people that Europe you're going after.

So like yeah this like like we get we get pushed back.
Oh I mean I don't want to. I want to give you money but like I don't want to subscribe to your services. Well I mean if you're subscription averse you're not the right fit to begin with. So anything you say we just couldn't disregard. Well thank you for your feedback but not going to listen to you. Don't listen to customers because they have sometimes silly it is sometimes what they say or who says it just is not a right fit for you. So you want to pay attention to people who are paying you top dollar who represent your target audience and also of course you want to make sure that you don't listen to outliers.

If 10 people every day request the feature Yes it's most wanted
you want to build that out that's needed it's useful provided of course that it's aligned with but the core thing that you do like in the sixth and they say that if they would say Oh well why don't you also you know enable a file sharing service. Well I mean know that that steers us away from what we're building here. So you need to stay true also to your vision and really know where you're going with your stuff. So all these requests coming in. Just make sure that you know where you're going.

What's your what's your core audience core offering and just
steer clear from the distractions.
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Can you achieve growth by copying your competitors? No, this is not the right growth mindset. In this episode, Peep breaks down why simply copying your competitors will not lead to the growth results you are expecting.

 
Speaker 1: Your competitors seem to be doing great things. Should you copy them? Probably not. Because in most cases your competitors are as clueless as you are. They don't know what the fuck you're doing either. So like they roll out some new feature or they roll out some new way to present their stuff and you're like oh well they must have tested that. Like what. Why not. Why why else would they roll this out. Well they probably didn't because what they probably did was they copied it from somebody else who copied it from somebody else who copied it from somebody who's blind leading the blind.

So do not to not to overestimate your competition and you
certainly just don't want to be the copycat. You want to be different from your competitors you want to run your own race. Just listen to customers see what works what doesn't for you because even if if you copy something that they're doing doesn't mean that the same thing will will work for you or even if it does work for them.
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Should you sell on Amazon.com? In this episode of The Pe:p Show, Austin Brawner from Brand Growth Experts discusses if your ecommerce business should sell on Amazon or take a chance growing your brand and services away from the ecommerce giant.

 
Peep: So who should try to be a solo site and not even have anything on Amazon, I just sell through my own store? And when does it make sense to do both? Austin: If you're gonna sell on both one of the things you should think about is how do you connect both of them? What I mean by that is if somebody buys on Amazon, how do you get the information from Amazon to your back end of your store?

Peep: Hi guys I'm here with
Austin Brawner from Brand Growth Experts and we're going to talk about Amazon and ecommerce. So Amazon is eating everybody's lunch or it seems that way. Austin: Sure. Peep: So what does an e-commerce company do in this situation like should they be an Amazon not on Amazon hybrid? Austin: Sure. Really tough question right. Amazon is dominating the ecommerce space and businesses that were a couple of years ago doing really well. Are now in this position where they feel like OK what are we gonna do? We're just going to ride out until Amazon takes our product listing.

They are rightfully scared.
They don't know what to do. So I guess what I've been talking about with with people who are in this position clients in the position is just making sure that you're not competing with Amazon? Really you don't. There's three things the Amazon dominates. Price you're never going to win if you try to compete with price. They're going to beat you every single time. Convenience. They're going to beat you every single time. Right. If you're going to try to compete with them on that you're going to lose. The third thing is selection those three things you if you're competing on any one of those three things you're going to lose.

So the idea is compete on things
other than price convenience and selection. Peep: So this service and brand or. Austin: Service brand customization that sort of thing doing things that are unique. I was talking to somebody yesterday about their their store. Austin: They sell product at Amazon. They have like a four million dollar sale store on Amazon and they sell mainly one product and they want to get onto Shopify. And the first question asked is why would why would somebody buy from you? From your Shopify store.

And that was a really hard
question for them to answer right and they started saying well we got guarantees we've got fast shipping. I was like Well everybody can buy from Amazon for that. Peep: And Amazon's guarantee is way better. Austin: Exactly. Much easier to return on Amazon. So I guess things I've been taught things I've been talking to people about has been. Austin: Really trying to compete on outside of those three pillars and making sure that if you're going to have a store that you are really thinking about your strategy before investing in your store.

Peep: So who should just try to
be a solo site and not even have any but anything on Amazon? I sell through my own store. And when does it make sense to do both? Austin: Sure. I think that's a that's a good question and one that. You know the big answer is It depends on what your business depends on kind of you are. Where you want to take your business? I think companies that should be just specifically on their own store with no Amazon listing are products and businesses that.

Are very easy to?
To copy and have other people. Peep: Come into. So let's look she the several that's double edged size sword there. So if you're in a commodity business and you're selling a commodity product and you've been dominant in there and you're on Amazon just continue to do that because if you try to break away and have your own store. Austin: You might just lose out on the Amazon opportunity. If you have look at some of the companies that have been successful on on their own store companies like every lane bonobos a lot of the traditional kind of cooler brands you think of it on their own store because they're focused on having an experience that's different.

There have unique products I
think I'm wearing the shirt here untucked there. They have their own store and they don't sell. I don't believe they sell on Amazon they might. But if they do it's quite limited listings. A lot of what I've seen a lot of people do is have a store and then sell limited listings on amazon and have the true better experience be on their Shopify store or Magento store. Custom builds for. People who sell on both. So. If you're going to sell on both one of the things you should think about is how do you connect? How do you connect both of them? What I mean by that is if somebody buys an Amazon how to get the information from Amazon to your? Back end of your store.

How do you get the customer
information? I've seen a couple of companies do this recently where they sell a product on Amazon. And then they have a follow up where you have to actually download an app and use an app. To access the product. And with that type of a product they don't care if you sell it they sell on Amazon or they sell on on their store because they're getting all the customer information anyway. That's a good fit where they can sell on both. And they really don't care where somebody comes in makes a purchase. Peep: If you want more interviews like this subscribe to my channel.
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Learn how to run conversion optimization experiments the right way. In this video, I sit down with Chad Sanderson, Program Manager on the Microsoft Experimentation Platform team, to discuss statistical testing, calculating sample size, and selecting the right tools to help you run statistically significant conversion optimization tests.

06:52
 
What about calculating sample sizes for other types of AB tests like my Facebook ads or e-mail split testing? Anytime you're doing any type of true AB testing. There always has to be some type of statistical test going on. I personally don't trust many providers besides the AB testing solutions to deliver that.

Hey guys, I'm sitting here with Chad Sanderson from Microsoft
Experiment Platform and we were just chatting about statistics and how people get even simple things wrong like calculating sample sizes. Can you explain? Yeah. So one of the most common errors that I see is people care about a metric like revenue per visitor or average order value but they base their experiment sample size off of conversion rate and that's normally because they find an online calculator that doesn't compute these continuous type of metrics.

The problem that most people don't realize is that sample
size depends based on the metric variance. So if the variance is really high if there's really big swings between the lowest point of your data and the highest point the sample size is going to be way higher. So if you build a conversion rate metric where the sample size is lower might be under powering your experiment pretty drastically. So you run a test and let's say you reach a sample size you declare B as a winner and then you were measuring both conversion rate improvement and revenue per visitor improvement. But actually the RPV you can't look at it there's not enough sample size there.

Yeah that's right.
You weren't even close to being able to see an impact either way. So if you want to measure RPV then you know how how would you go about it you calculate sample size differently? Well there's actually some pretty simple calculations to do in order to get those continuous metrics you can find them all online. You can just search for a continuous metric sample size calculators or there's also just pretty basic algorithms that'll do it as well. So it may take a little bit of leg work because some things haven't been developed for the marketer yet but you should still go after it and try to find these calculators or methods anyway because it's such a big deal.

But what about calculating sample sizes for other types of
tests like testing my Facebook ads or doing email split

testing?
Yeah so I think that's kind of a pretty big problem too or at least there is a lot of issues with it. So one thing that some email providers say is that they provide AB testing capabilities but the reality is you can't have a true AB test unless you're performing some statistical tests and the majority of these email providers are actually not performing as statistical tests there are simply randomising visitors into one group or another and then telling you the average and that's not really anything that's just doing a comparison and the other issue with email testing I think is that there's so many variables that may not give you a perfect answer.

For example most emails just go out all at a time over a single
day is, are we able to extrapolate from that that this was a winner and even if we do extrapolate from that what value does that have for the next email. So what would the value then be like... Because usually when they do split testing it's like I send out emails to say 10 percent of my email list and find that subject line B is better 10 percent better. Are you saying that it's actually probably not better or I don't know that it's better? So...

I think there's a lot of variables in that equation that
are unknown. So like for example let's say that I sent out a subject line B and it was 10 percent better or at least that's what I saw on paper. Well what if I had sent it out on a different day. Would it have still been ten percent better? What if I was actually tracking a different metric was would that somehow roll up and make it more accountable? What if I actually performed statistics on this and saw that well maybe I don't have the sample size to see a true 10 percent difference one way or the other? There's a lot of things that could be more robust about around e-mail testing and e-mail providers I think could do a lot better job in fixing those things.

But sometimes it's not quite enough just to say, Well we're
we're doing an AB test and I'm going to take it at the word of a system who's not even performing any statistics that this thing is truly a winner. Have you seen like a tool out there that is that you could use to calculate stats for an e-mail AB test? Yeah I mean the stats are basically the same regardless so if you are calculating conversion rate you can still do it to your traditional online calculators if you're doing a continuous rate then you have to maybe use another method like I was describing earlier.

I think the biggest thing around email testing is people should
stop thinking about individual tests because I'm kind of iffy on the value that that adds and instead start thinking around bigger factors over periods of time like for example we ran 50 e-mail experiments and in the vast majority of those it's the e-mails with the longer subject lines that won. That's like an actionable learning that you can then apply Gotcha. to your business. When you do split this for ads. Google Ads, Facebook Ads, you know et cetera same things applies? You know like impressions versus quakes and calculating sample sizes? Yep exactly the same.

Anytime you're doing any type of true AB testing there always has
to be some type of statistical test going on. I personally don't trust many providers. Besides the actual email besides the AB testing solutions to deliver that because it's pretty explicit. So if they're not you need to do the legwork to actually figure out how to run this data yourself and maybe question... Ok, number one am I calculating the right metrics? Am I performing the right stats? Am I looking at this for a long enough time? There's a lot of things that can go wrong.

I think it's very easy to just look at two base numbers and say
well yeah we have a winner or loser. Because so many people run on some sort of test on ads which makes sense but actually, they don't, I haven't heard that people are doing let's say upfront sample size calculations to figure out when the test is done. You know they're like let's test it. And, there we go... Yeah, exactly. You know one of the issues is a lot of people I think still haven't embraced some of the more scientific learnings that marketers have or CROs have from AB testing which is a very rigorous science so that doesn't exist for most people yet.

It's a slow learning curve and getting into statistics is
pretty hard. But you know people will get there. If you want more interviews like this... Subscribe to my channel.
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Digital Marketers wanting to land B2B deals are often optimizing for the wrong metrics, focused solely on conversion rate and getting low-quality leads. You’re doing it wrong! That’s why I interviewed my friend and seasoned B2B expert, Bill Leake, to discuss the most common mistakes in b2b marketing and how to optimize your website to land b2b deals the right way.

06:27
 
Peep: So many people that want to B2B deals are actually optimizing for the wrong metric. Bill: Most digital marketers are really just focused on 50000 people hit my web site and gosh my web site conversion rate is 2 percent. I need to get it to 3 percent.

Peep: Hey guys I'm here with my friend Bill Leake.
He is a seasoned B2B expert and I was just chatting to him about optimizing for B2B. And you were telling me that so many people that want B2B deals are actually optimizing for the wrong metric. Bill: A lot of times we see teams that are over optimizing for what's taking place on the website or get to the web form or you know get good contact info which is a good start. But that ultimately might still be one month, four months, two years before there's actually a revenue event.

Peep: What kind of deal size we're talking about here?
Bill: You know it typically... Deal size tends to be correlated with time and length of the sales process. The smaller the deal size the more likely even in B2B you could have a very rapid transaction something within a few days to a few weeks. Typically once the deal size gets up into the tens of thousands if not hundreds of thousands of people are taking longer to make the decision. And it might involve several different individuals. Peep: Right. So you get a lead in and that was actually the deal is happening off line. There are sales people involved.

Bill: Yes.
Peep: And so when people are optimizing to get the let's say the lead in. So what's wrong with that? Bill: Well they may be getting the right person. I mean I can easily get leads and we both know that if we want to maximize conversion rate we take out an ad word that says free bags of money and we have a landing page and on it says give me your data and I'll send you a free bag of money or whether you send the money or not. I mean who knows. But you're getting a lot of leads but are those really leads. Peep: So what should you do? Bill: You actually want to do a little bit of qualification on the landing page and in the ad copy if you're selling e-mail marketing software and your niche is targeted to people who have a list of more than 100000 people do you really want the names of people who are looking for MailChimp? Or is that just going to waste the time of your sales reps.

So you want to actually decrease your conversion rate a little
bit. In the early stages of the journey. So you're not bringing in lots of what are effectively bad leads we'll just waste the time of your sales force? Peep: One of the things that work for our agency was on the lead generation form we added a dropdown for what is your budget

for this project and the minimum was like 10k or whatever. And we
got instantly got rid of people with no money? Bill: I mean we want to help you do a lot of good good work in the industry. Giving away free stuff for people with no money. The goal is to grow them into people with money so that they can write your check someday. Peep: Right right. So what other common mistakes they are seeing when people do B2B marketing optimization Bill: We see a lot of times were the the people responsible for conversion and for the Web site are not getting the data back from the eCRM system they're not getting it back from the the ActOn the Infusionsoft the Marketo.

They may not be pulling data back from Salesforce.com or
whatever they're using PipeDrive, ZOHO, on the low end and really you want to figure out of the things that enter the funnel, which are the ones that are making it further down the journey and getting close to a revenue event. And think about conversion optimization really is maybe 12 different conversions that occur down the process some of which occur post web. What kind of tracking would you typically want to set up there you'd want to have every single touch tracked ideally? So from first first contact on the Web site or even even where they were being marketed to with the display ad or something else out there.

And then every time they're seeing something digitally.
And then also you know did they attend a seminar. You know how many how many e-mails did they get. Which ones did they respond to? How many? So you're able to take that whole data set and it really is it does turn into a big data problem. And that's why in marketing automation they have all this lead scoring and those kinds of things. And most digital marketers are kind of blithely unaware of all

that stuff.
They're really just focused on you know 50000 people hit my Web site and gosh my Web site conversion rate is 2 percent. I need to get it to 3 percent. Peep: Sure. So we have this data silo problem where we have the CRM here and then we have live chat here and web analytics here and email marketing. So how do you make all of them talk to her. Bill: Now they're there is there is going to be a problem with dirty data? There are bunch of different databases out there. Google Analytics is probably not the single source of truth if you're in B2B unless you're selling stuff on the website. So you have to you have to figure out which is our which is our source of truth and get all those datasets into one database.

We're possible with all those codes and then look at it and
see what can we learn from them? Peep: Do you use customer data platform, CDPs, for this? Bill: You can you can I mean some of. Those I think are going to be much better a couple of years from now than where they are now they're being they're being oversold with a lot of hype you kind of look at those high curves they are kind of near the top of it right now. So I mean heck we do a lot of Excel, crazy Excel.

You know Google's Data Studio is not bad for some of this stuff.
You can you can you can throw some things into a statistical program. I mean the key thing is really thinking through what are the stages of a journey? When you call a funnel and then kind of where does the data live in each of those stages? And sometimes it actually takes a couple years before you actually assemble the data set to have statistical significance. Peep: Right right. And so you want to track if they initiate life at track to make a phone call through the website right.

We have integrated call tracking.
Are chat leads better than website leads? Are phone leads better than chat leads? And generally the answer is yes to both the more intimate the event. Where a human's getting closer to a human and it's an interactive natural conversation. The more people are likely to take the next step in doing business.
Keep reading »

ABM works – when it’s done right. Taking shortcuts can cost you time and money. In this video, Steve covers what account based marketing is and how your marketing and sales teams can close bigger B2B deals faster with an effective ABM program.

07:42
 
Peep: So many people that want to B2B deals are actually optimizing for the wrong metric. Bill: Most digital marketers are really just focused on 50000 people hit my web site and gosh my web site conversion rate is 2 percent. I need to get it to 3 percent.

Peep: Hey guys I'm here with my friend Bill Leake.
He is a seasoned B2B expert and I was just chatting to him about optimizing for B2B. And you were telling me that so many people that want B2B deals are actually optimizing for the wrong metric. Bill: A lot of times we see teams that are over optimizing for what's taking place on the website or get to the web form or you know get good contact info which is a good start. But that ultimately might still be one month, four months, two years before there's actually a revenue event.

Peep: What kind of deal size we're talking about here?
Bill: You know it typically... Deal size tends to be correlated with time and length of the sales process. The smaller the deal size the more likely even in B2B you could have a very rapid transaction something within a few days to a few weeks. Typically once the deal size gets up into the tens of thousands if not hundreds of thousands of people are taking longer to make the decision. And it might involve several different individuals. Peep: Right. So you get a lead in and that was actually the deal is happening off line. There are sales people involved.

Bill: Yes.
Peep: And so when people are optimizing to get the let's say the lead in. So what's wrong with that? Bill: Well they may be getting the right person. I mean I can easily get leads and we both know that if we want to maximize conversion rate we take out an ad word that says free bags of money and we have a landing page and on it says give me your data and I'll send you a free bag of money or whether you send the money or not. I mean who knows. But you're getting a lot of leads but are those really leads. Peep: So what should you do? Bill: You actually want to do a little bit of qualification on the landing page and in the ad copy if you're selling e-mail marketing software and your niche is targeted to people who have a list of more than 100000 people do you really want the names of people who are looking for MailChimp? Or is that just going to waste the time of your sales reps.

So you want to actually decrease your conversion rate a little
bit. In the early stages of the journey. So you're not bringing in lots of what are effectively bad leads we'll just waste the time of your sales force? Peep: One of the things that work for our agency was on the lead generation form we added a dropdown for what is your budget

for this project and the minimum was like 10k or whatever. And we
got instantly got rid of people with no money? Bill: I mean we want to help you do a lot of good good work in the industry. Giving away free stuff for people with no money. The goal is to grow them into people with money so that they can write your check someday. Peep: Right right. So what other common mistakes they are seeing when people do B2B marketing optimization Bill: We see a lot of times were the the people responsible for conversion and for the Web site are not getting the data back from the eCRM system they're not getting it back from the the ActOn the Infusionsoft the Marketo.

They may not be pulling data back from Salesforce.com or
whatever they're using PipeDrive, ZOHO, on the low end and really you want to figure out of the things that enter the funnel, which are the ones that are making it further down the journey and getting close to a revenue event. And think about conversion optimization really is maybe 12 different conversions that occur down the process some of which occur post web. What kind of tracking would you typically want to set up there you'd want to have every single touch tracked ideally? So from first first contact on the Web site or even even where they were being marketed to with the display ad or something else out there.

And then every time they're seeing something digitally.
And then also you know did they attend a seminar. You know how many how many e-mails did they get. Which ones did they respond to? How many? So you're able to take that whole data set and it really is it does turn into a big data problem. And that's why in marketing automation they have all this lead scoring and those kinds of things. And most digital marketers are kind of blithely unaware of all

that stuff.
They're really just focused on you know 50000 people hit my Web site and gosh my Web site conversion rate is 2 percent. I need to get it to 3 percent. Peep: Sure. So we have this data silo problem where we have the CRM here and then we have live chat here and web analytics here and email marketing. So how do you make all of them talk to her. Bill: Now they're there is there is going to be a problem with dirty data? There are bunch of different databases out there. Google Analytics is probably not the single source of truth if you're in B2B unless you're selling stuff on the website. So you have to you have to figure out which is our which is our source of truth and get all those datasets into one database.

We're possible with all those codes and then look at it and
see what can we learn from them? Peep: Do you use customer data platform, CDPs, for this? Bill: You can you can I mean some of. Those I think are going to be much better a couple of years from now than where they are now they're being they're being oversold with a lot of hype you kind of look at those high curves they are kind of near the top of it right now. So I mean heck we do a lot of Excel, crazy Excel.

You know Google's Data Studio is not bad for some of this stuff.
You can you can you can throw some things into a statistical program. I mean the key thing is really thinking through what are the stages of a journey? When you call a funnel and then kind of where does the data live in each of those stages? And sometimes it actually takes a couple years before you actually assemble the data set to have statistical significance. Peep: Right right. And so you want to track if they initiate life at track to make a phone call through the website right.

We have integrated call tracking.
Are chat leads better than website leads? Are phone leads better than chat leads? And generally the answer is yes to both the more intimate the event. Where a human's getting closer to a human and it's an interactive natural conversation. The more people are likely to take the next step in doing business.
Keep reading »

Are you sending the right ad to the right person at the right time?

In this video, Mercer talks about the funnel BEFORE the funnel. He uses his “Behavioral Funnel” technique to build custom audiences for Facebook and LinkedIn along with Google Analytics events to prime customers at the stages before becoming a lead. If you aren’t using Google Tag Manager, now is the time to start!

05:40
Keep reading »

Stop selling yourself short, optimize your navigation menu the right way!

Brian Massey, the Conversion Scientist, has been experimenting with optimizing the main navigation of websites and has found out that most people are doing it wrong. Sites that let the information architecture drive the main nav are selling themselves short. In this episode of The Pe:p Show, I ask Brian why and how menu navigation affects your entire site and what you can do to improve your navbar’s conversion rate.

05:08
 
Peep: What are the top mistakes you see people making when it comes to navigation? Brian: Sites where they let the information architecture drive what's in the main nav, are selling themselves short.

Peep: Hey, I'm here with Brian Massey the conversion scientist
and he's been cooking up something really interesting recently. He's been experimenting with optimizing the main navigation of the website. So how does that work? Brian: So the thing we're discovering is that the main navigation has more task than just getting the person the right side, right part of the site. It turns out to be really important for communicating what sites about what we put in there with the bucket of value proposition messaging. So for instance if you have an ecommerce site the words that you pick, and the order that you put them in for that top navigation really can have a significant effect on all visitors. Let me give you an example we have a client that is, runs an ecommerce site, sells construction gear, work gloves, safety goggles, those

sorts of things. Boots to the people working construction,
working in manufacturing, those which things. They have like what we would call a functional main navigation. So it was like product category rather than listing the products. So we tested switching that actually listing the products and what we tried a number of things. When we talked about gloves, safety wear, and specifically talk about the categories of products instead of a functional navigation, we found that there were no more people interacting with the navigation than before

the control, but we saw a thirteen percent increase in
site-wide conversion rate. Peep: Just be more aware of what's in... Brian: That's right. Because our hypothesis is that we're doing a better job of communicating what the size about. That is certainly one of the first elements that anybody is going to look at when they come to a page for the first time and that happens to also be the first question they have am I in the right place to solve the problem to get the products that I wanted this case. Peep: So let's say I have a site I have something in the menu how would they figure out how to A: improve the wording and how do I figure out then the right order for the menu items? Brian: So order is pretty straightforward we'll often use heat map reports to see if people are more interested in a item that's more to the right. We read left to right top to bottom in the west and so we expect the left most items to have the most heat because they get the most attention. So we see one that has a lot of attention on it a lot of clicks on it further down then we develop hypothesis that that should be moved more to the left now in terms of picking the right words, I think what we did at Galeton was the first idea of changing from a functional to a product oriented or a category oriented

series of words for the for the navigation. I would also look at
integrating offers into their so for an ecommerce site, having a clearance item there. For a blog for instance you could have sign

up for free updates as one of your menu nav items. If you
have, one of our clients has a unique name your own price business model. So we're testing adding name your own price has one of the main navigation items rather than putting it as a a banner at the top or banner below the headline. So that that test is yet to run so we'll see how that goes but swapping things out like that and picking the right things because we also see a lot of inconclusive test and that so I

would plan to run a series if you've got the traffic to find
that right combination of words. Peep: What are the top mistakes you see people making when it comes to navigation? Brian: Sites where they absolutely let the information architecture drive what's in the main nav are selling themselves Peep: For example? Short for all the reasons I just talked about. Well so we have a client that does lead generation and so they have products solutions apps and that's the way that the the

people who develop the website organized the content. So they
start with this very logical like if I'm going to click down and go through a tree, it's the right way to do it. Most people don't do that. Most people are looking for something very specific and if they don't find it then they'll either abandon if you're lucky they'll check search, site search so be

willing to let your navigation break free of the logical
construction of the website and you'll be able to do more of these tests where you're using navigation communicate value.
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“Content distribution is probably the hardest part of content marketing…”

In this episode of The Pe:p Show, I interview Sujan Patel, growth marketer and Co-founder of Mailshake & Ramp Ventures on his approach to content distribution. We discuss email outreach, social media blasts, and the importance of building a relationship with other to make better content.

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I’m doing a new series of video interviews. If you like this one and want more, subscribe to my channel.

In this video, I sit down with AJ Wilcox, founder of B2Linked Agency and expert on all things LinkedIn Advertising. You can check out his LinkedIn Ads course on CXL institute

08:16
 
so<00:00:00.179> what<00:00:00.510> are<00:00:00.810> some<00:00:00.840> of<00:00:01.290> the<00:00:01.439> most<00:00:02.220> common so what are some of the most common so what are some of the most common mistakes<00:00:03.179> you<00:00:03.330> see<00:00:03.510> people<00:00:03.810> making<00:00:04.110> I<00:00:04.589> think mistakes you see people making I think mistakes you see people making I think one<00:00:05.580> of<00:00:05.609> the<00:00:05.730> most<00:00:05.819> common<00:00:06.210> mistakes<00:00:06.569> is one of the most common mistakes is one of the most common mistakes is following<00:00:07.589> linkedin's<00:00:08.069> advice<00:00:08.429> quite following linkedin's advice quite following linkedin's advice quite frankly<00:00:13.309> if<00:00:14.309> this<00:00:14.490> is<00:00:14.639> Pape<00:00:14.849> I'm<00:00:15.089> here<00:00:15.509> with<00:00:15.690> my

frankly if this is Pape I'm here with my
frankly if this is Pape I'm here with my man<00:00:16.049> AJ<00:00:16.770> AJ<00:00:17.460> wall<00:00:17.880> Cox<00:00:18.210> is<00:00:18.510> the<00:00:18.570> number<00:00:19.350> one man AJ AJ wall Cox is the number one dude<00:00:20.670> on<00:00:20.970> the<00:00:21.119> planet<00:00:21.150> for<00:00:21.720> LinkedIn man AJ AJ wall Cox is the number one dude on the planet for LinkedIn dude on the planet for LinkedIn advertising<00:00:22.650> which<00:00:23.460> is<00:00:23.580> why<00:00:23.760> I<00:00:24.119> wanted<00:00:24.570> to advertising which is why I wanted to advertising which is why I wanted to have<00:00:24.779> this<00:00:24.869> chat<00:00:25.109> with<00:00:25.260> it have this chat with it have this chat with it because<00:00:25.980> AJ<00:00:26.490> I<00:00:26.789> hear<00:00:27.720> from<00:00:27.840> so<00:00:28.080> many<00:00:28.140> people because AJ I hear from so many people because AJ I hear from so many people the<00:00:28.769> LinkedIn<00:00:29.400> advertising<00:00:29.670> just<00:00:30.390> sucks<00:00:30.750> the the LinkedIn advertising just sucks the the LinkedIn advertising just sucks the cost<00:00:31.560> per<00:00:31.679> click<00:00:31.920> is<00:00:31.949> ridiculously<00:00:32.640> high cost per click is ridiculously high cost per click is ridiculously high while<00:00:33.570> the<00:00:33.600> click-through<00:00:34.020> rate<00:00:34.440> is<00:00:34.770> so<00:00:35.309> low while the click-through rate is so low so<00:00:36.239> can<00:00:36.690> anybody<00:00:37.200> make<00:00:37.320> money<00:00:37.710> on<00:00:37.950> LinkedIn while the click-through rate is so low so can anybody make money on LinkedIn so can anybody make money on LinkedIn yes<00:00:38.730> you<00:00:38.940> absolutely<00:00:39.120> can<00:00:39.450> make<00:00:39.809> money<00:00:40.020> on yes you absolutely can make money on yes you absolutely can make money on LinkedIn<00:00:40.590> but<00:00:41.190> there<00:00:41.370> is<00:00:41.489> a<00:00:41.520> load<00:00:41.730> of<00:00:41.879> a<00:00:41.940> trick LinkedIn but there is a load of a trick LinkedIn but there is a load of a trick to<00:00:42.180> it<00:00:42.480> so<00:00:42.750> just<00:00:43.020> as<00:00:43.469> you've<00:00:43.620> heard<00:00:43.800> the<00:00:44.280> cost to it so just as you've heard the cost to it so just as you've heard the cost per<00:00:44.820> click<00:00:45.000> is<00:00:45.030> obscenely<00:00:45.600> high<00:00:45.930> compared<00:00:46.410> to per click is obscenely high compared to per click is obscenely high compared to other<00:00:46.530> platforms<00:00:46.860> in<00:00:47.760> general<00:00:48.239> what<00:00:48.360> we<00:00:48.450> see other platforms in general what we see other platforms in general what we see is<00:00:48.780> a<00:00:48.809> six<00:00:49.140> to<00:00:49.320> nine<00:00:49.500> dollar<00:00:49.770> cost<00:00:50.129> per<00:00:50.309> click is a six to nine dollar cost per click is a six to nine dollar cost per click which<00:00:50.910> is<00:00:51.239> high<00:00:51.480> in<00:00:52.260> some<00:00:53.039> Google<00:00:53.370> ads which is high in some Google ads which is high in some Google ads industries<00:00:54.180> you<00:00:54.300> might<00:00:54.480> see<00:00:54.660> you<00:00:55.350> know<00:00:55.410> cost industries you might see you know cost industries you might see you know cost per<00:00:55.890> click<00:00:56.070> getting<00:00:56.340> that<00:00:56.789> higher<00:00:57.030> higher<00:00:57.360> but per click getting that higher higher but per click getting that higher higher but in<00:00:58.140> social<00:00:58.440> we're<00:00:58.770> used<00:00:58.949> to<00:00:59.100> Facebook<00:00:59.520> where in social we're used to Facebook where in social we're used to Facebook where you<00:00:59.730> have<00:00:59.969> you<00:01:00.300> know<00:01:00.329> 150<00:01:00.899> $2<00:01:01.739> clicks<00:01:02.129> kind<00:01:02.699> of you have you know 150 $2 clicks kind of you have you know 150 $2 clicks kind of at<00:01:02.850> the<00:01:02.940> maximum<00:01:03.359> so<00:01:04.199> because<00:01:04.559> of<00:01:04.710> that at the maximum so because of that at the maximum so because of that because<00:01:05.100> it<00:01:05.430> costs<00:01:05.820> more<00:01:06.030> to<00:01:06.090> get<00:01:06.360> in<00:01:06.540> what<00:01:07.080> it because it costs more to get in what it means<00:01:07.439> is<00:01:07.619> you've<00:01:07.770> got<00:01:07.890> to<00:01:07.979> be<00:01:08.040> able<00:01:08.100> to<00:01:08.220> make because it costs more to get in what it means is you've got to be able to make means is you've got to be able to make more<00:01:08.640> money<00:01:08.700> on<00:01:09.030> the<00:01:09.180> back<00:01:09.450> end<00:01:09.860> in<00:01:10.860> order<00:01:11.100> for more money on the back end in order for more money on the back end in order for to<00:01:11.970> have<00:01:12.330> a<00:01:12.360> return<00:01:12.840> right<00:01:13.619> so<00:01:13.890> so<00:01:14.369> for to have a return right so so for to have a return right so so for building<00:01:15.090> an<00:01:15.150> outbound<00:01:15.479> sales<00:01:15.720> team<00:01:16.020> but building an outbound sales team but building an outbound sales team but typically<00:01:16.560> say<00:01:16.830> that<00:01:17.100> your<00:01:17.689> minimum<00:01:18.689> annual typically say that your minimum annual typically say that your minimum annual contract<00:01:19.590> value<00:01:19.890> be<00:01:20.130> like<00:01:20.310> $10,000<00:01:21.270> to<00:01:21.420> make contract value be like $10,000 to make contract value be like $10,000 to make sales<00:01:21.900> teams<00:01:22.200> work<00:01:22.470> so<00:01:22.650> what's<00:01:22.830> like<00:01:22.979> the sales teams work so what's like the sales teams work so what's like the minimum<00:01:23.520> ballpark<00:01:24.150> for<00:01:24.360> a<00:01:24.420> LinkedIn minimum ballpark for a LinkedIn minimum ballpark for a LinkedIn advertising<00:01:25.140> so<00:01:25.740> we've<00:01:25.860> seen<00:01:26.040> people<00:01:26.189> make<00:01:26.490> it advertising so we've seen people make it advertising so we've seen people make it work<00:01:26.759> with<00:01:26.939> less<00:01:27.150> but<00:01:27.570> what<00:01:27.900> I<00:01:27.930> generally<00:01:28.140> tell work with less but what I generally tell work with less but what I generally tell people<00:01:28.770> is<00:01:28.860> if<00:01:28.979> you're<00:01:29.070> gonna<00:01:29.189> earn<00:01:29.689> $15,000 people is if you're gonna earn $15,000 people is if you're gonna earn $15,000 or<00:01:30.840> more<00:01:30.869> when<00:01:31.320> you<00:01:31.409> close<00:01:31.619> a<00:01:31.650> deal<00:01:31.890> LinkedIn or more when you close a deal LinkedIn or more when you close a deal LinkedIn ads<00:01:32.700> makes<00:01:32.939> a<00:01:33.180> ton<00:01:33.420> of<00:01:33.450> sense<00:01:33.570> pretty<00:01:34.079> much ads makes a ton of sense pretty much ads makes a ton of sense pretty much every<00:01:34.439> time<00:01:34.820> 15,000<00:01:35.820> that's<00:01:35.970> high<00:01:36.090> so<00:01:36.479> like<00:01:36.780> if every time 15,000 that's high so like if every time 15,000 that's high so like if my<00:01:37.110> product<00:01:37.439> is<00:01:37.710> 200<00:01:38.369> bucks<00:01:38.780> no<00:01:39.780> chance<00:01:40.079> not my product is 200 bucks no chance not my product is 200 bucks no chance not unless<00:01:41.100> they're<00:01:41.280> gonna<00:01:41.400> stick<00:01:41.640> around<00:01:41.700> for<00:01:41.939> a unless they're gonna stick around for a unless they're gonna stick around for a long<00:01:42.240> time<00:01:42.479> and<00:01:42.659> you're<00:01:42.750> okay<00:01:42.990> footing<00:01:43.290> that long time and you're okay footing that long time and you're okay footing that bill<00:01:43.860> for<00:01:44.430> a<00:01:44.460> long<00:01:44.909> time<00:01:45.180> to<00:01:45.299> get<00:01:45.420> to<00:01:45.630> your<00:01:45.780> okay bill for a long time to get to your okay bill for a long time to get to your okay so<00:01:46.530> it's<00:01:46.890> typically<00:01:47.220> like<00:01:47.490> enterprise<00:01:47.970> speed so it's typically like enterprise speed so it's typically like enterprise speed to<00:01:49.020> be<00:01:49.140> software<00:01:49.740> like<00:01:50.189> what's<00:01:50.399> what's<00:01:50.640> what to be software like what's what's what to be software like what's what's what was<00:01:51.390> the<00:01:51.479> best<00:01:51.630> fit<00:01:51.840> typically<00:01:52.290> yeah<00:01:52.740> SAS was the best fit typically yeah SAS was the best fit typically yeah SAS software<00:01:53.670> makes<00:01:54.060> a<00:01:54.149> lot<00:01:54.270> of<00:01:54.299> sense<00:01:54.600> just software makes a lot of sense just software makes a lot of sense just because<00:01:54.899> with<00:01:55.470> SAS<00:01:55.649> software<00:01:55.829> you've<00:01:56.189> got because with SAS software you've got because with SAS software you've got that<00:01:56.460> recurring<00:01:56.909> agencies<00:01:57.780> tend<00:01:58.020> to<00:01:58.079> work that recurring agencies tend to work that recurring agencies tend to work really<00:01:58.350> well<00:01:58.969> especially<00:01:59.969> if<00:02:00.210> they're really well especially if they're really well especially if they're charging<00:02:00.630> you<00:02:01.020> know<00:02:01.140> one<00:02:01.409> to<00:02:01.680> three<00:02:01.950> thousand charging you know one to three thousand charging you know one to three thousand a<00:02:02.340> month<00:02:02.490> you<00:02:03.030> can<00:02:03.119> make a month you can make a month you can make back<00:02:04.060> pretty<00:02:04.960> quickly<00:02:05.170> in<00:02:05.410> less<00:02:06.190> than<00:02:06.370> a<00:02:06.430> year back pretty quickly in less than a year that<00:02:06.940> makes<00:02:07.420> a<00:02:07.510> lot<00:02:07.630> of<00:02:07.660> sense<00:02:07.900> also<00:02:08.380> we<00:02:08.470> found back pretty quickly in less than a year that makes a lot of sense also we found that makes a lot of sense also we found devices<00:02:09.310> like<00:02:09.490> medical<00:02:09.910> devices<00:02:10.210> tend<00:02:10.660> to devices like medical devices tend to devices like medical devices tend to make<00:02:10.840> a<00:02:10.869> lot<00:02:10.990> of<00:02:11.020> sense<00:02:11.490> things<00:02:12.490> like<00:02:12.700> you<00:02:13.180> know make a lot of sense things like you know make a lot of sense things like you know refurbished<00:02:14.770> x-ray<00:02:15.190> machines<00:02:15.550> we<00:02:15.790> found<00:02:16.300> just refurbished x-ray machines we found just refurbished x-ray machines we found just anything<00:02:17.320> with<00:02:17.530> a<00:02:17.560> high<00:02:17.740> contract<00:02:18.220> value<00:02:18.520> mix anything with a high contract value mix anything with a high contract value mix a<00:02:19.000> lot<00:02:19.300> of<00:02:19.390> SCOTUS<00:02:19.990> oh<00:02:20.140> no<00:02:20.320> no<00:02:20.650> one<00:02:21.130> dollar a lot of SCOTUS oh no no one dollar a lot of SCOTUS oh no no one dollar trick<00:02:21.640> it's<00:02:21.850> no<00:02:22.090> print<00:02:22.540> business<00:02:22.900> cards trick it's no print business cards trick it's no print business cards online<00:02:23.490> web<00:02:24.490> hosting<00:02:25.140> that's<00:02:26.140> crap online web hosting that's crap online web hosting that's crap nope<00:02:26.830> that<00:02:26.860> stuff<00:02:27.400> this<00:02:27.520> does<00:02:28.030> not<00:02:28.270> pay<00:02:28.480> off nope that stuff this does not pay off nope that stuff this does not pay off all<00:02:28.900> right<00:02:29.140> let's<00:02:29.350> say<00:02:29.500> that<00:02:29.680> I<00:02:29.740> have<00:02:29.980> a<00:02:30.010> SAS all right let's say that I have a SAS all right let's say that I have a SAS software<00:02:31.240> I<00:02:32.230> have<00:02:32.470> a<00:02:32.620> plan<00:02:32.920> enterprise<00:02:33.460> plan software I have a plan enterprise plan software I have a plan enterprise plan I'm<00:02:34.150> good<00:02:34.330> to<00:02:34.450> go<00:02:34.600> so<00:02:34.960> what<00:02:35.590> will<00:02:35.740> be<00:02:35.770> like<00:02:36.070> like I'm good to go so what will be like like I'm good to go so what will be like like top<00:02:36.850> five<00:02:36.880> things<00:02:37.540> I<00:02:37.780> should<00:02:38.020> do<00:02:38.350> to<00:02:38.800> make<00:02:38.830> sure top five things I should do to make sure top five things I should do to make sure that<00:02:39.340> my<00:02:39.840> LinkedIn<00:02:40.840> experiment<00:02:41.320> works<00:02:41.470> out that my LinkedIn experiment works out that my LinkedIn experiment works out yeah<00:02:42.160> so<00:02:42.190> I<00:02:42.370> have<00:02:42.850> this<00:02:43.000> acronym<00:02:43.390> I<00:02:43.570> like<00:02:43.720> to yeah so I have this acronym I like to yeah so I have this acronym I like to use<00:02:44.020> called<00:02:44.290> a<00:02:44.530> moe<00:02:44.740> bring<00:02:44.980> your<00:02:45.130> ammo<00:02:45.550> to<00:02:45.610> the use called a moe bring your ammo to the use called a moe bring your ammo to the fight<00:02:46.000> so<00:02:46.510> you<00:02:46.540> have<00:02:46.810> your<00:02:47.020> audience<00:02:47.530> your fight so you have your audience your fight so you have your audience your message<00:02:48.370> and<00:02:48.610> your<00:02:48.790> offer<00:02:49.060> your<00:02:49.750> audience message and your offer your audience message and your offer your audience it's<00:02:50.650> gonna<00:02:50.770> be<00:02:50.890> pretty<00:02:51.070> straightforward it's gonna be pretty straightforward it's gonna be pretty straightforward linkedin<00:02:51.910> has<00:02:51.940> by<00:02:52.270> far<00:02:52.540> the<00:02:52.720> best linkedin has by far the best linkedin has by far the best business-to-business business-to-business business-to-business targeting<00:02:54.160> of<00:02:54.340> any<00:02:54.610> platform<00:02:55.120> you're<00:02:55.510> gonna targeting of any platform you're gonna targeting of any platform you're gonna look<00:02:55.840> in<00:02:55.960> there<00:02:56.140> and<00:02:56.290> it's<00:02:56.380> gonna<00:02:56.470> become look in there and it's gonna become look in there and it's gonna become immediately<00:02:57.310> apparent<00:02:57.550> who<00:02:57.850> your<00:02:58.030> who<00:02:58.420> your immediately apparent who your who your immediately apparent who your who your people<00:02:58.720> are<00:02:59.040> number<00:03:00.040> two<00:03:00.280> your<00:03:00.490> message<00:03:00.880> is people are number two your message is people are number two your message is really<00:03:01.720> just<00:03:01.930> a<00:03:02.050> distilled<00:03:02.470> version<00:03:02.950> of<00:03:03.160> what really just a distilled version of what really just a distilled version of what your<00:03:03.700> landing<00:03:04.030> page<00:03:04.210> says<00:03:04.480> or<00:03:04.810> what<00:03:05.080> your your landing page says or what your your landing page says or what your offer<00:03:05.380> is<00:03:05.650> so<00:03:06.430> we<00:03:07.000> don't<00:03:07.150> worry<00:03:07.300> too<00:03:07.360> much offer is so we don't worry too much offer is so we don't worry too much about<00:03:07.630> that<00:03:07.900> we<00:03:08.020> can<00:03:08.110> talk<00:03:08.200> about<00:03:08.410> the about that we can talk about the about that we can talk about the different<00:03:08.830> ad<00:03:08.980> units<00:03:09.430> you<00:03:09.520> have<00:03:09.610> available different ad units you have available different ad units you have available but<00:03:10.420> the<00:03:10.510> third<00:03:10.750> part<00:03:11.020> do<00:03:11.380> the<00:03:11.950> offer<00:03:12.130> this but the third part do the offer this but the third part do the offer this makes<00:03:13.450> a<00:03:13.600> hundred<00:03:14.080> percent<00:03:14.170> of<00:03:14.410> a<00:03:14.470> difference makes a hundred percent of a difference makes a hundred percent of a difference in<00:03:14.980> in<00:03:15.280> your<00:03:15.520> campaign<00:03:15.940> in<00:03:16.930> general<00:03:17.380> if<00:03:17.470> you<00:03:17.620> go in in your campaign in general if you go in in your campaign in general if you go too<00:03:17.830> high<00:03:18.430> in<00:03:18.880> terms<00:03:19.840> of<00:03:20.020> cost<00:03:20.260> or<00:03:20.560> that<00:03:20.739> will too high in terms of cost or that will too high in terms of cost or that will go<00:03:21.220> like<00:03:21.910> the<00:03:22.180> offer<00:03:22.530> how<00:03:23.530> friction<00:03:24.190> prone<00:03:24.400> it go like the offer how friction prone it go like the offer how friction prone it is<00:03:24.700> so<00:03:25.060> high<00:03:25.660> meaning<00:03:26.260> really<00:03:26.560> low<00:03:26.860> friction is so high meaning really low friction is so high meaning really low friction would<00:03:27.760> be<00:03:27.880> something<00:03:28.090> like<00:03:28.470> read<00:03:29.470> my<00:03:29.680> blog would be something like read my blog would be something like read my blog post<00:03:30.310> or<00:03:30.610> view<00:03:31.270> this<00:03:31.420> infographic<00:03:31.840> and<00:03:32.380> that's post or view this infographic and that's post or view this infographic and that's a<00:03:32.680> very<00:03:33.040> low<00:03:33.310> commitment<00:03:33.880> by<00:03:34.180> anyone<00:03:34.510> and<00:03:34.840> the a very low commitment by anyone and the a very low commitment by anyone and the very<00:03:35.470> bottom<00:03:35.830> would<00:03:35.920> be<00:03:36.070> here<00:03:36.430> talk<00:03:36.640> to<00:03:36.670> my very bottom would be here talk to my very bottom would be here talk to my high<00:03:37.060> pressure<00:03:37.330> sales<00:03:37.630> rep<00:03:37.989> really<00:03:38.650> high high pressure sales rep really high high pressure sales rep really high friction<00:03:39.300> if<00:03:40.300> you<00:03:40.420> go<00:03:40.570> too<00:03:40.630> high<00:03:41.080> you<00:03:41.410> don't friction if you go too high you don't friction if you go too high you don't have<00:03:41.680> a<00:03:41.709> strong<00:03:41.950> enough<00:03:42.100> call-to-action<00:03:42.760> on have a strong enough call-to-action on have a strong enough call-to-action on the<00:03:42.940> blog<00:03:43.150> post<00:03:43.180> you're<00:03:43.959> generally<00:03:44.590> going<00:03:44.709> to the blog post you're generally going to the blog post you're generally going to have<00:03:44.890> a<00:03:44.920> very<00:03:45.280> low<00:03:45.520> conversion<00:03:45.760> rate<00:03:46.209> meaning have a very low conversion rate meaning have a very low conversion rate meaning a<00:03:46.810> very<00:03:46.840> expensive<00:03:47.470> cost<00:03:47.890> per<00:03:48.070> conversion<00:03:48.190> if a very expensive cost per conversion if a very expensive cost per conversion if you<00:03:49.090> go<00:03:49.209> all<00:03:49.360> the<00:03:49.450> way<00:03:49.510> to<00:03:49.600> the<00:03:49.720> bottom<00:03:49.930> where you go all the way to the bottom where you go all the way to the bottom where you're<00:03:50.380> telling<00:03:50.620> someone<00:03:50.800> talk<00:03:51.370> write<00:03:51.850> to<00:03:51.970> my you're telling someone talk write to my you're telling someone talk write to my sales<00:03:52.269> rep<00:03:52.570> or<00:03:52.870> take<00:03:53.110> a<00:03:53.140> demo<00:03:53.620> or<00:03:54.000> or<00:03:55.000> pop<00:03:55.660> on sales rep or take a demo or or pop on sales rep or take a demo or or pop on this<00:03:55.989> trial<00:03:56.459> that's<00:03:57.459> gonna<00:03:57.670> be<00:03:57.880> really<00:03:58.120> high this trial that's gonna be really high this trial that's gonna be really high commitment<00:03:58.900> and<00:03:59.050> it's<00:03:59.470> gonna<00:03:59.560> have<00:03:59.739> a<00:03:59.769> low commitment and it's gonna have a low commitment and it's gonna have a low click-through<00:04:00.459> rate<00:04:00.850> meaning<00:04:01.180> LinkedIn<00:04:01.540> is click-through rate meaning LinkedIn is click-through rate meaning LinkedIn is just<00:04:01.780> gonna<00:04:01.900> shut<00:04:02.140> it<00:04:02.170> off<00:04:02.380> so<00:04:02.830> what<00:04:02.950> you<00:04:03.040> need just gonna shut it off so what you need just gonna shut it off so what you need to<00:04:03.250> have<00:04:03.519> is<00:04:03.700> an<00:04:03.820> offer<00:04:04.000> that<00:04:04.300> somewhere<00:04:04.720> in to have is an offer that somewhere in to have is an offer that somewhere in the<00:04:04.959> middle<00:04:05.230> what<00:04:05.920> I'll<00:04:06.010> call<00:04:06.160> that<00:04:06.220> chunky the middle what I'll call that chunky the middle what I'll call that chunky middle<00:04:07.060> where<00:04:07.480> you<00:04:07.930> get<00:04:08.940> enough<00:04:09.940> interest middle where you get enough interest middle where you get enough interest that<00:04:10.540> people<00:04:10.600> are<00:04:10.840> willing<00:04:10.930> to<00:04:11.140> click<00:04:11.350> on<00:04:11.500> it that people are willing to click on it that people are willing to click on it and<00:04:11.799> an<00:04:12.400> offer<00:04:12.609> that's and an offer that's and an offer that's it's<00:04:14.420> call<00:04:14.660> to<00:04:14.780> action<00:04:15.080> that's<00:04:15.200> strong<00:04:15.410> enough it's call to action that's strong enough it's call to action that's strong enough that<00:04:15.620> people<00:04:15.830> actually<00:04:16.250> convert<00:04:16.790> so<00:04:17.239> that's that people actually convert so that's that people actually convert so that's gonna<00:04:17.540> be<00:04:17.630> things<00:04:17.900> like<00:04:18.109> here's<00:04:18.680> this<00:04:18.950> free gonna be things like here's this free gonna be things like here's this free checklist<00:04:19.609> or<00:04:20.209> a<00:04:20.269> free<00:04:20.570> cheat<00:04:20.870> sheet<00:04:21.170> or<00:04:21.350> join checklist or a free cheat sheet or join this<00:04:22.100> free<00:04:22.280> webinar<00:04:22.460> or<00:04:23.060> a<00:04:23.860> attendant<00:04:24.860> of<00:04:24.980> a checklist or a free cheat sheet or join this free webinar or a attendant of a this free webinar or a attendant of a free<00:04:25.370> in-person<00:04:25.730> event<00:04:26.180> something<00:04:26.720> like<00:04:26.840> that free in-person event something like that free in-person event something like that that<00:04:27.440> people<00:04:27.710> are<00:04:27.800> saying<00:04:28.790> that's<00:04:29.060> valuable that people are saying that's valuable that people are saying that's valuable enough<00:04:29.900> to<00:04:29.930> me<00:04:30.200> that<00:04:30.230> I'm<00:04:30.470> willing<00:04:30.740> to<00:04:30.770> give<00:04:30.919> my enough to me that I'm willing to give my enough to me that I'm willing to give my personal<00:04:31.340> information<00:04:31.880> for<00:04:32.030> that<00:04:32.060> got<00:04:32.390> it<00:04:32.600> so personal information for that got it so personal information for that got it so it's<00:04:32.930> an<00:04:33.110> it's<00:04:33.410> an<00:04:33.560> email<00:04:33.770> opt-in<00:04:33.950> offer<00:04:34.280> yeah it's an it's an email opt-in offer yeah it's an it's an email opt-in offer yeah exactly exactly God<00:04:35.810> do<00:04:36.470> you<00:04:36.560> ever<00:04:36.680> see<00:04:37.010> people<00:04:37.040> just<00:04:37.580> asking exactly God do you ever see people just asking God do you ever see people just asking for<00:04:38.419> money<00:04:38.660> straight<00:04:39.080> up<00:04:39.230> or<00:04:39.440> yeah<00:04:39.980> you<00:04:40.760> know for money straight up or yeah you know for money straight up or yeah you know because<00:04:41.419> you're<00:04:41.600> only<00:04:41.720> gonna<00:04:41.930> pay<00:04:42.200> when because you're only gonna pay when because you're only gonna pay when someone<00:04:42.470> clicks<00:04:42.800> for<00:04:43.580> the<00:04:43.640> most<00:04:43.790> part<00:04:44.030> we<00:04:44.330> tell someone clicks for the most part we tell someone clicks for the most part we tell people<00:04:44.810> hey<00:04:44.960> let's<00:04:45.200> test<00:04:45.530> any<00:04:45.770> call-to-action people hey let's test any call-to-action people hey let's test any call-to-action you<00:04:46.550> have<00:04:46.760> because<00:04:47.300> if<00:04:47.419> you<00:04:47.540> have<00:04:47.780> a<00:04:48.110> product you have because if you have a product you have because if you have a product that's<00:04:49.520> so<00:04:49.820> revolutionary<00:04:50.150> or<00:04:51.050> disruptive that's so revolutionary or disruptive that's so revolutionary or disruptive that<00:04:52.160> people<00:04:52.490> haven't<00:04:52.790> heard<00:04:52.910> of<00:04:53.060> it<00:04:53.090> before that people haven't heard of it before that people haven't heard of it before and<00:04:53.419> there's<00:04:53.660> some<00:04:53.840> latent<00:04:54.169> demand and there's some latent demand and there's some latent demand yeah<00:04:54.919> sure<00:04:55.130> they'll<00:04:55.370> hop<00:04:55.520> on<00:04:55.640> the<00:04:55.730> phone<00:04:55.850> with yeah sure they'll hop on the phone with yeah sure they'll hop on the phone with the<00:04:56.060> sales<00:04:56.270> rep<00:04:56.480> because<00:04:56.810> they've<00:04:56.930> never the sales rep because they've never the sales rep because they've never heard<00:04:57.380> that<00:04:57.410> this<00:04:57.770> product<00:04:58.040> existed<00:04:58.640> and heard that this product existed and heard that this product existed and they're<00:04:58.880> excited<00:04:59.090> to<00:04:59.330> hear<00:04:59.810> from<00:04:59.960> you they're excited to hear from you they're excited to hear from you but<00:05:00.800> that's<00:05:00.950> so<00:05:01.280> rare<00:05:01.520> I<00:05:01.700> mean<00:05:01.760> I<00:05:01.940> would<00:05:02.210> say<00:05:02.390> 5% but that's so rare I mean I would say 5% of<00:05:03.200> the<00:05:03.260> time<00:05:03.440> you<00:05:03.800> can<00:05:03.950> get<00:05:04.070> away<00:05:04.160> with<00:05:04.400> a but that's so rare I mean I would say 5% of the time you can get away with a of the time you can get away with a really<00:05:04.669> heavy<00:05:04.880> ask<00:05:05.120> right<00:05:05.750> so<00:05:06.350> they<00:05:06.440> have really heavy ask right so they have really heavy ask right so they have different<00:05:06.860> ways<00:05:06.980> to<00:05:07.190> advertise<00:05:07.310> there's<00:05:07.760> a different ways to advertise there's a different ways to advertise there's a link<00:05:08.390> text<00:05:09.200> ads<00:05:09.500> banner<00:05:10.130> ads<00:05:11.140> sponsored<00:05:12.140> email link text ads banner ads sponsored email link text ads banner ads sponsored email so<00:05:13.990> which<00:05:14.990> one<00:05:15.200> works<00:05:15.410> the<00:05:15.530> best<00:05:15.740> when<00:05:16.640> should so which one works the best when should so which one works the best when should you<00:05:16.970> use<00:05:17.030> what<00:05:17.510> so<00:05:17.840> 95%<00:05:18.410> of<00:05:18.830> the<00:05:18.890> time<00:05:19.040> I'm you use what so 95% of the time I'm you use what so 95% of the time I'm telling<00:05:19.520> people<00:05:19.669> start<00:05:20.540> with<00:05:20.690> sponsored telling people start with sponsored telling people start with sponsored content<00:05:21.620> these<00:05:21.979> are<00:05:22.070> the<00:05:22.130> ones<00:05:22.280> that<00:05:22.340> are content these are the ones that are content these are the ones that are going<00:05:22.610> to<00:05:22.760> appear<00:05:23.060> right<00:05:23.330> in<00:05:23.510> their<00:05:23.690> user<00:05:23.900> feed going to appear right in their user feed going to appear right in their user feed they're<00:05:24.830> gonna<00:05:24.979> appear<00:05:25.610> both<00:05:25.790> on<00:05:26.060> desktop<00:05:26.600> and they're gonna appear both on desktop and they're gonna appear both on desktop and on<00:05:27.020> mobile<00:05:27.050> no<00:05:27.440> matter<00:05:27.590> where<00:05:27.860> you're<00:05:28.070> viewing on mobile no matter where you're viewing on mobile no matter where you're viewing LinkedIn<00:05:28.700> you're<00:05:28.850> gonna<00:05:28.940> see<00:05:29.180> these<00:05:29.390> and<00:05:29.630> they LinkedIn you're gonna see these and they LinkedIn you're gonna see these and they have<00:05:30.140> some<00:05:30.979> of<00:05:31.040> the<00:05:31.100> highest<00:05:31.130> click-through have some of the highest click-through have some of the highest click-through rates<00:05:32.770> that's<00:05:33.770> going<00:05:34.310> to<00:05:34.400> get<00:05:34.729> you<00:05:34.910> a<00:05:34.940> click rates that's going to get you a click rates that's going to get you a click somewhere<00:05:35.540> in<00:05:35.690> the<00:05:35.870> six<00:05:36.200> to<00:05:36.320> nine<00:05:36.470> dollar somewhere in the six to nine dollar somewhere in the six to nine dollar range<00:05:36.979> so<00:05:37.430> that's<00:05:37.580> just<00:05:37.790> what<00:05:38.030> you<00:05:38.090> can<00:05:38.240> plan range so that's just what you can plan range so that's just what you can plan on<00:05:38.450> and<00:05:38.810> I<00:05:39.260> say<00:05:39.620> 95%<00:05:40.130> of<00:05:40.520> advertisers<00:05:40.910> can on and I say 95% of advertisers can on and I say 95% of advertisers can start<00:05:41.450> there start there start there the<00:05:42.770> next<00:05:43.070> place<00:05:43.280> that<00:05:43.310> I<00:05:43.580> say<00:05:43.880> people<00:05:44.030> can<00:05:44.240> go the next place that I say people can go the next place that I say people can go to<00:05:44.419> is<00:05:44.780> you<00:05:45.380> go<00:05:45.470> to<00:05:45.530> text<00:05:45.919> ads<00:05:46.100> because<00:05:46.550> they to is you go to text ads because they to is you go to text ads because they are<00:05:46.940> by<00:05:47.150> far<00:05:47.180> the<00:05:47.630> cheapest<00:05:48.169> cost<00:05:48.410> per<00:05:48.710> click are by far the cheapest cost per click are by far the cheapest cost per click of<00:05:49.040> any<00:05:49.190> ad<00:05:49.370> out<00:05:49.580> there<00:05:49.790> but<00:05:50.390> they<00:05:50.540> have<00:05:50.660> a of any ad out there but they have a of any ad out there but they have a really<00:05:51.440> really<00:05:51.590> low<00:05:51.860> click-through<00:05:52.160> rate<00:05:52.580> so really really low click-through rate so really really low click-through rate so you've<00:05:53.120> got<00:05:53.240> to<00:05:53.330> have<00:05:53.450> a<00:05:53.479> pre<00:05:53.720> sizing<00:05:54.550> 0.000<00:05:55.550> so you've got to have a pre sizing 0.000 so you've got to have a pre sizing 0.000 so it's<00:05:56.180> like<00:05:56.360> point<00:05:56.810> zero<00:05:57.260> to<00:05:57.320> five<00:05:57.860> percent<00:05:58.220> is it's like point zero to five percent is it's like point zero to five percent is the<00:05:58.850> average<00:05:59.300> and<00:05:59.570> that's<00:06:00.229> two<00:06:00.650> point<00:06:00.919> five the average and that's two point five the average and that's two point five out<00:06:01.400> of<00:06:01.490> every<00:06:01.700> ten<00:06:02.060> thousand<00:06:02.690> times<00:06:02.810> they're out of every ten thousand times they're out of every ten thousand times they're saying<00:06:03.320> so<00:06:03.680> yeah<00:06:03.860> obscenely<00:06:04.400> locally<00:06:04.910> through saying so yeah obscenely locally through rates<00:06:05.330> meaning<00:06:05.900> if<00:06:06.050> you've<00:06:06.200> got<00:06:06.350> a<00:06:06.380> super saying so yeah obscenely locally through rates meaning if you've got a super rates meaning if you've got a super targeted<00:06:07.100> audience<00:06:07.610> of<00:06:07.850> 30,000<00:06:08.840> people<00:06:08.870> you'd targeted audience of 30,000 people you'd targeted audience of 30,000 people you'd be<00:06:09.620> lucky<00:06:09.800> to<00:06:09.979> spend<00:06:10.280> ten<00:06:10.490> dollars<00:06:10.789> in<00:06:10.910> a<00:06:10.970> week be lucky to spend ten dollars in a week be lucky to spend ten dollars in a week good<00:06:11.840> the<00:06:12.650> beautiful<00:06:12.800> part<00:06:13.220> about<00:06:13.250> this<00:06:13.490> ad good the beautiful part about this ad good the beautiful part about this ad unit<00:06:13.940> is<00:06:14.030> its<00:06:14.180> desktop<00:06:14.450> only<00:06:15.080> so<00:06:15.470> if<00:06:15.530> you<00:06:15.650> have unit is its desktop only so if you have unit is its desktop only so if you have a<00:06:15.830> landing<00:06:16.160> page<00:06:16.340> experience<00:06:16.850> that's<00:06:17.000> not a landing page experience that's not a landing page experience that's not great<00:06:17.360> for<00:06:17.570> mobile<00:06:17.720> this<00:06:18.200> is<00:06:18.260> the<00:06:18.410> only<00:06:18.770> way<00:06:18.890> to great for mobile this is the only way to great for mobile this is the only way to go<00:06:19.150> mm-hmm<00:06:20.150> and<00:06:20.450> then<00:06:20.600> finally<00:06:20.960> as<00:06:21.050> you go mm-hmm and then finally as you go mm-hmm and then finally as you mentioned<00:06:21.530> sponsored<00:06:22.099> in<00:06:22.220> mail<00:06:22.460> this<00:06:22.729> is<00:06:22.880> the mentioned sponsored in mail this is the mentioned sponsored in mail this is the newest<00:06:23.390> ad<00:06:23.570> unit<00:06:23.870> that<00:06:23.930> we<00:06:24.020> got<00:06:24.169> access<00:06:24.470> to newest ad unit that we got access to newest ad unit that we got access to they<00:06:25.970> are<00:06:26.210> by<00:06:26.599> far<00:06:26.629> the<00:06:26.900> most<00:06:27.050> expensive<00:06:27.530> ad they are by far the most expensive ad they are by far the most expensive ad unit<00:06:28.370> on<00:06:28.460> LinkedIn<00:06:28.849> because<00:06:29.240> you're<00:06:29.569> paying unit on LinkedIn because you're paying unit on LinkedIn because you're paying per<00:06:30.289> send<00:06:30.710> not<00:06:31.460> per<00:06:31.759> click<00:06:32.000> so<00:06:32.740> you<00:06:33.740> know<00:06:33.830> you per send not per click so you know you per send not per click so you know you send<00:06:34.639> it<00:06:34.729> to<00:06:34.789> someone's<00:06:35.090> box<00:06:35.360> you<00:06:36.349> paid<00:06:36.650> you send it to someone's box you paid you send it to someone's box you paid you know<00:06:37.460> 40<00:06:38.060> to<00:06:38.180> 80<00:06:38.360> cents<00:06:38.719> usually<00:06:39.199> to<00:06:39.319> send<00:06:39.530> it know 40 to 80 cents usually to send it know 40 to 80 cents usually to send it to<00:06:39.740> someone<00:06:40.069> it's<00:06:40.580> gonna<00:06:40.699> have<00:06:40.969> a<00:06:41.000> 50<00:06:41.509> percent to someone it's gonna have a 50 percent to someone it's gonna have a 50 percent open<00:06:42.169> rate<00:06:42.229> on<00:06:42.590> average<00:06:42.770> and<00:06:43.219> it's<00:06:43.490> gonna<00:06:43.580> have open rate on average and it's gonna have open rate on average and it's gonna have an<00:06:43.849> 8<00:06:44.060> percent<00:06:44.240> click-through<00:06:44.689> rate<00:06:45.020> still an 8 percent click-through rate still an 8 percent click-through rate still pretty<00:06:46.009> good<00:06:46.219> I<00:06:46.520> not<00:06:47.330> too<00:06:47.569> bad<00:06:47.780> but pretty good I not too bad but pretty good I not too bad but considering<00:06:48.949> that<00:06:49.069> when<00:06:49.250> you<00:06:49.370> work<00:06:49.939> out<00:06:50.090> the considering that when you work out the considering that when you work out the math<00:06:50.389> you're<00:06:50.780> at<00:06:50.870> like<00:06:51.110> a<00:06:51.169> 12<00:06:51.500> to<00:06:51.680> 24<00:06:52.099> dollar math you're at like a 12 to 24 dollar math you're at like a 12 to 24 dollar cost<00:06:52.580> per<00:06:52.789> click<00:06:53.030> so<00:06:53.419> for<00:06:53.840> the<00:06:53.900> most<00:06:54.020> part<00:06:54.139> I cost per click so for the most part I cost per click so for the most part I say<00:06:54.560> that<00:06:55.069> works<00:06:55.310> really<00:06:55.669> well<00:06:55.909> if<00:06:56.060> you<00:06:56.090> have<00:06:56.240> a say that works really well if you have a say that works really well if you have a very<00:06:56.629> special<00:06:57.139> offer<00:06:57.289> something<00:06:57.919> that<00:06:58.069> makes very special offer something that makes very special offer something that makes you<00:06:59.180> feel<00:06:59.330> because<00:06:59.599> of<00:06:59.840> who<00:07:00.110> you<00:07:00.259> are<00:07:00.289> in<00:07:00.530> the you feel because of who you are in the you feel because of who you are in the industry<00:07:00.740> we<00:07:01.280> want<00:07:01.400> to<00:07:01.520> give<00:07:01.610> you<00:07:01.729> special industry we want to give you special industry we want to give you special access<00:07:02.719> or<00:07:02.870> a<00:07:02.900> sneak<00:07:03.229> peek<00:07:03.560> or<00:07:04.069> come<00:07:04.460> to<00:07:04.550> this access or a sneak peek or come to this access or a sneak peek or come to this free<00:07:04.909> event<00:07:05.030> where<00:07:05.300> you<00:07:05.389> get<00:07:05.509> to<00:07:05.599> network<00:07:05.690> with free event where you get to network with free event where you get to network with your<00:07:06.080> peers<00:07:06.139> those<00:07:06.949> kinds<00:07:07.310> of<00:07:07.400> offers<00:07:07.699> tend<00:07:07.969> to your peers those kinds of offers tend to your peers those kinds of offers tend to work<00:07:08.180> really<00:07:08.389> well<00:07:08.629> otherwise<00:07:09.199> there<00:07:09.940> that work really well otherwise there that work really well otherwise there that can<00:07:11.060> just<00:07:11.210> be<00:07:11.240> pretty<00:07:11.930> expensive<00:07:12.139> so<00:07:12.349> what<00:07:12.710> are can just be pretty expensive so what are can just be pretty expensive so what are some<00:07:13.370> of<00:07:13.490> the<00:07:13.639> most<00:07:14.360> common<00:07:14.930> mistakes<00:07:15.110> you<00:07:15.500> see some of the most common mistakes you see some of the most common mistakes you see people<00:07:15.979> making<00:07:16.280> I<00:07:16.729> think<00:07:17.000> one<00:07:17.750> of<00:07:17.779> the<00:07:17.900> most people making I think one of the most people making I think one of the most common<00:07:18.379> mistakes<00:07:18.740> is<00:07:19.009> following<00:07:19.849> link<00:07:20.060> Tim's common mistakes is following link Tim's common mistakes is following link Tim's advice<00:07:20.449> quite<00:07:20.990> frankly<00:07:21.259> Lincoln<00:07:22.039> will<00:07:22.190> give advice quite frankly Lincoln will give advice quite frankly Lincoln will give you<00:07:22.430> advice<00:07:22.729> that<00:07:23.000> is<00:07:23.150> hey<00:07:23.870> we're<00:07:24.199> gonna<00:07:24.319> give you advice that is hey we're gonna give you advice that is hey we're gonna give you<00:07:24.650> this<00:07:24.770> this<00:07:25.159> range<00:07:25.639> of<00:07:25.990> bids<00:07:26.990> that<00:07:27.349> you you this this range of bids that you you this this range of bids that you should<00:07:27.650> do<00:07:27.770> and<00:07:28.009> they're<00:07:28.699> gonna<00:07:28.819> quote<00:07:29.150> you should do and they're gonna quote you should do and they're gonna quote you really<00:07:29.779> high<00:07:30.219> for<00:07:31.219> the<00:07:31.370> majority<00:07:31.669> of really high for the majority of really high for the majority of advertisers<00:07:32.389> who<00:07:32.539> don't<00:07:32.810> have<00:07:33.020> massive advertisers who don't have massive advertisers who don't have massive budgets<00:07:33.889> I<00:07:34.069> think<00:07:34.520> you're<00:07:34.819> probably<00:07:35.300> okay<00:07:35.719> to budgets I think you're probably okay to budgets I think you're probably okay to bid<00:07:36.139> pretty<00:07:36.469> low<00:07:36.680> and<00:07:36.949> fill<00:07:37.490> your<00:07:37.639> budget<00:07:38.000> up bid pretty low and fill your budget up bid pretty low and fill your budget up with<00:07:38.270> cheap<00:07:38.539> clicks<00:07:38.870> as<00:07:39.110> opposed<00:07:39.680> to<00:07:39.800> filling with cheap clicks as opposed to filling with cheap clicks as opposed to filling your<00:07:40.250> budget<00:07:40.580> very<00:07:40.789> quickly<00:07:41.120> with<00:07:41.629> expensive your budget very quickly with expensive your budget very quickly with expensive clicks<00:07:42.409> so<00:07:42.919> LinkedIn<00:07:43.430> is<00:07:43.520> gonna<00:07:43.669> tell<00:07:43.879> you<00:07:44.029> bid clicks so LinkedIn is gonna tell you bid clicks so LinkedIn is gonna tell you bid eight<00:07:44.810> nine<00:07:45.050> twelve<00:07:45.589> fifteen<00:07:45.889> dollars<00:07:46.610> start eight nine twelve fifteen dollars start eight nine twelve fifteen dollars start near<00:07:47.690> the<00:07:47.719> minimum<00:07:48.139> if<00:07:48.349> it<00:07:48.560> says<00:07:48.830> the<00:07:48.979> minimum near the minimum if it says the minimum near the minimum if it says the minimum is<00:07:49.339> five<00:07:49.460> dollars<00:07:49.699> go<00:07:50.240> 525<00:07:51.020> 550<00:07:51.560> it's<00:07:52.129> a<00:07:52.190> good is five dollars go 525 550 it's a good is five dollars go 525 550 it's a good place<00:07:52.520> to<00:07:52.669> start<00:07:52.879> and<00:07:53.060> just<00:07:53.629> see<00:07:53.810> and<00:07:54.139> if<00:07:54.319> you place to start and just see and if you place to start and just see and if you can't<00:07:54.770> naturally<00:07:55.279> spend<00:07:55.550> your<00:07:55.699> budget<00:07:56.029> at can't naturally spend your budget at can't naturally spend your budget at those<00:07:56.449> at<00:07:57.440> that<00:07:57.740> bid<00:07:57.949> sure<00:07:58.490> you<00:07:58.699> can<00:07:58.819> raise<00:07:59.000> it those at that bid sure you can raise it those at that bid sure you can raise it but<00:07:59.300> start<00:07:59.629> low<00:07:59.839> don't<00:08:00.560> overpay but start low don't overpay but start low don't overpay so<00:08:01.250> you<00:08:01.310> see<00:08:01.580> this<00:08:01.849> is<00:08:01.969> what<00:08:02.120> I<00:08:02.150> always<00:08:02.449> say so you see this is what I always say so you see this is what I always say don't<00:08:03.800> just<00:08:04.219> follow<00:08:04.490> best<00:08:04.849> practices<00:08:05.449> blindly don't just follow best practices blindly don't just follow best practices blindly and<00:08:06.440> if<00:08:06.620> you<00:08:06.710> want<00:08:06.889> more<00:08:07.099> interviews<00:08:07.729> like and if you want more interviews like and if you want more interviews like this<00:08:07.969> subscribe<00:08:08.930> to<00:08:09.229> my<00:08:09.440> channel
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