Andrew: This course is about building your company's blueprint. It's led by Juan Martitegui, the founder of Mindvalley Hispano. The website you see up on your screen right now, which sells personal growth products to Latin American customers. I'm Andrew Warner, founder of Mixergy.com, where proven founders, like Juan, teach. Juan, if the person who is listening to us absorbs everything you're about to teach them, give me an example of what they can do. Juan: Well, they would be able to start doubling their business and doubling it again and doubling it again with mathematical certainty. This process is about giving you a framework, a way of thinking about business, that you can start making very predictable incremental improvements that will get you down the line to doubling you business. So if you apply this framework to your business, you will get the certainty that if you keep doing it, you will get a business twice the size as you have now. So that's the goal of this session. Andrew: And you know that because you've been able to do this at Mindvalley? Juan: Correct, if you go to the next slide, there's a graph our sales. Now we don't disclose our sales, but actual was 2010. That year we were able to share with people our numbers. I started this company, during my first month, I did, like, $6,500 U.S. dollars in the first month. Then I started applying this process and compounding my effort and in a little bit less than a year we were at $60,000 a month or $58, something like that. So basically we got to almost 10 times the size in less than a year. Of course the base was small, but that's very significant, especially if you take into account we're selling to Latino American customers, who have no credit card sometimes, an info product. So it's not the most, coolest business in the world or any fancy thing that goes viral, but it works and I've seen it working for many, many companies that I advise or help friends. So it works. Andrew: OK. All right and you're going to show us this same system that you've applied at your company and I want to get started. So what's the first thing we need to do? Juan: So basically the decision will be splitting into three sections. The first section will be, I will share with you some big ideas that makes this work. The second thing of the session I will start teaching you the concepts to apply the framework and then in the third part of the session I will show you how I apply this concept to any business and I will show you particular strategies about traffic conversions. Whatever metric you need to improve, so you have knowledge already to apply to your business. But the most important thing to know the tactics, is the strategy that you will bring your business, so you can predictably double. So let's get to the first big ideas. Andrew: OK. Juan: So the big idea number one is that we are all in the same business. What I mean by that is, when you look at from a 10,000 foot view, basically all the businesses are structured in the same way. Basically if you can go to the life in a business, what you need to do is, you need to turn and impression. Which is an ad, which is a customer telling another word of mouth marketing, which is a sign in the street . . . Wait a minute, froze my computer, there we go. . . . which is an ad on the street or which is a flyer that someone gives you on the street. That's an impression and no one can give you money or buy anything from you if they don't know you. So the first thing you need is an impression. That's no matter what business you are in. So we need to turn impressions into, if you go to the next slide, we need to turn impressions into money and hopefully not only into money, but in the next slide we will see, happy customer. So every business needs to turn advertising impressions. They do their service. They provide their products, they should have money and a happy customer. [Moving to the next slide] We will see that that is the basic structure of any business. If the cost of providing the impression of doing the marketing plus the cost of delivering your service or your products are lower than the revenue that you are making for that transaction, then you have a profitable business. It is very easy to understand. You are spending in marketing, you spend in getting your name out, you spend on giving an awesome service and then a customer gives you money for it. When I give this session I ask people, "Can you think of any business that does not need to do this?" And there is no way they can come up with a business that does not need to do this. It could be that they do not pay for the marketing because it is word of mouth, but you are paying in a way, that you are getting your customers, training them to let people know or being an awesome service so that they comment about it. There is no business on earth that does not need, does not have this structure, so once you understand that, and of course... [You can go to the next slide] If the cost of marketing plus the cost of delivering your goods or services is more than the customer pays you, then you will go broke. That is the big idea number one, which is we are all in the same businesses. We turn impressions into money and happy customers. Andrew: OK. Juan: The second big idea where this framework is based on is at a mathematical level, you can only grow your business in four ways, and those ways are the following; you can get more prospects to your business, more people that are interested in buying from you. Then you can get those prospects to convert better to customers. If you have 1,000 people passing by your shop, then someone that comes into your shop would be a prospect. How many of those you convert to customers, if you do that, that is the second way to improve your business. Then, when a customer buys something, you can get that money per transaction up. That happens when you go to McDonald's and they say, "Do you want fries with that?" Or when you go to Amazon and you see all of the recommendations. The fourth way to grow a business is to get people buying more frequently from you. Any idea that you apply to your business will fall under one or two of these four categories. Again, I ask people and we can do the exercise right now, I can ask you if you can think of anything that does not fall into or impact these four areas? Andrew: No. I can't think of one example that does not fall into these four. But let us thing about a software company, an online software company, they sell software as a service, they get paid every month when users continue their membership, the way they grow their business is by finding more prospects, meaning more people who see the ads or give them email addresses or somehow become potential customers, they could get more business by getting more customers, meaning turning those prospects into customers, or they can find the current customers who are already paying them $50 a month and get them to buy an add-on service and go to $75 a month. Or, they could go from charging every month, to maybe finding a service that they can offer on a weekly basis and charge people more frequently. Juan: Yeah, or for example, they can offer an affiliate offer of another software that can integrate with them. That is getting people to buy from me a second time. Andrew: I got it. Juan: Or, they can increase the length of the membership, let us say a customer stays for only 4 months, if they get them to stay for 8 months they are increasing the frequency, because they buy 8 times, not only 4. That is basically the idea. Andrew: The way we use this is, when we are thinking how do we grow our business, or how do we even build our business, we just have to keep thinking about these four buckets, not the infinite number of possible changes we could make to our business, but these four buckets, how do we impact each one of them? Juan: Correct. Now, when we go through the session, I will show you how to think in an organized way so that you do not go after the, last [??] deal that teaches you the new technique without structure, because then you are learning, and learning, and learning and you cannot give in to that little. You are learning different things and you do not know if that is what is broken. So it sounds [??], then you just can get information overload because you do not know how to apply. This framework, it is all about getting all of those ideas, but it is killing it and making them work one at a time, or four at a time, as you can see now, and getting yourself organized and testing new things. Let us go to the next slide and I will show you the last big idea of this framework is based on, which is the stacking effect. You go to the next slide, please, and you will see here are two guys, the guy on the left, normally people know who it is, it is Einstein, and he says, "Compound interest is the world's greatest discovery." Then the other guy, who is a little bit more famous in America, is Benjamin Franklin, he says, "Compound interest is the eighth wonder of the world." They both agreed on that. What happens mathematically is this, [let us go to the next slide] if you go and you get a business that is doing $100 a month and now you do 20% better in finding more prospects, now you have a business that does 120%, $120/month because you are getting more people to that shop. You are getting more people to that landing page. You are getting more people to have meetings with your sales guy, that's a [??]. Now you say, okay, let us convert 20% better of those prospects. Now you offer a guarantee, before you were not offering a guarantee. The prospects say, "Oh, there's no reason." Now you convert 20% better and we do not know if it will be 20%, 25%, 15% but the main idea is that you get the concept that when you start compounding things that impact these four main areas, it is very easy to double your company. Then you say, "Okay, let us increase the money we make per transaction per customer. Let us offer an add-on service, let us offer a premium service, let us offer something that allows us to charge 20% more or to offer something." It could be a partner probably, it does not mean that I need to be there, but I am making 20% more money. Let us find a way to keep in touch with these customers so that we can get them to buy from us 20% more frequently. If they are buying once a quarter, let us get them to buy once every two months, or whatever. If you compound those things, you will get to instead of doing $100, you will get to $207 which is more than doubling it, but let us say we doubled the business, these are the main three ideas this model is based on. So let us go directly to how we implement this and how we structure the business so that we can take advantage of these three main ideas. Andrew: Before we go to the next slide, if you don't mind, so you as an entrepreneur, Juan, you get up or you start your month and you think about, "I've got these four different levers, what am I going to focus on now and how do I get 20% more?" So if, for the month you are saying to yourself, or for whatever period you decide you want to work on it, you say, "I want to find a way to increase, to get more prospects. How can I get 20% more prospects?' Is it about changing the landing pages, is it about adding a guarantee as you said, is it about doing something else, like maybe finding a new source," and that is what you focus on and you just go to 20%. If it is about getting more customers, it is, "How do I convert 20% more of those prospects into customers?" That is the way you want us to think about our business and that is the framework that you are going to be showing us throughout the session? Juan: Correct. Andrew: OK. All right. So we are ready to go to the next step, and there It is. Juan: Here are the three steps to apply the framework. The first thing you need to do is to blueprint your business. What I mean by that is, it can be on a napkin, it can be on your notepad, it does not matter, you blueprint your business. Remember, every business goes from an impression to a happy customer that gives you money. So you put all of the steps in the middle, and we are going to do the exercise right now with some examples. Then after you do that, you pick four and you measure where you are at now, so let us say right now I am getting 100 prospects a week, or a day, or a month, or next month I want to have 120 and right now I am converting of those 100 prospects, I am converting 10. For the next month I want to find strategies, information, ideas that help me convert [??]. Now you are learning and your ideas have structure and you do not go crazy trying to implement 30 things at a time and you get an email from someone that says these work and you change all of the priorities of your team and you say, "Let us try these now." You drive people crazy. You drive yourself crazy. You do not have the predictability that you will double your business because you are shooting all over the place. If you get organized, and I wish this was fancy, fun and whatever, this gets results, as anything you would structure to, it is not the most fun thing to do, what I say is, let us have the fun within the framework. Let us have fun and become creative when you are talking about how to increase this metric by 20%. There you can be creative, let your imagination come with ideas but do not mess with the framework. This will give a lot of [??] to your efforts and you know when you execute something and you keep executing it, because of mathematics, you will double your business. So measure your big four, and after you do that, you need to take persistent, this is something that if you increase each of these factors 20%, you will double your business but that does not mean that the first idea you apply you will increase it 20%, you need to try. Organize, which is, I do it once a week. The month has four weeks, we have a month of prospects and so I go for traffic. We have the week of conversions so I test conversions. Every month I try to do this. Sometimes I double the business in a month, sometimes I do not, but I know that if I keep doing it, it will double. Andrew: That is where you focus, Juan? You say, 'We are going to focus each week on another one of these four items?' Juan: Correct. It depends on the business, if your business is very complex you may want to do it by month, it depends on the implementation time. Andrew: But for your business, it is every week that you do this? Juan: Correct. Andrew: OK. Juan: Yeah, and maybe sometimes an implementation takes longer than a week but it does not matter but that week I push it forward very, very fast with a lot of strength and focus goes there and then we move to a [??]. The other thing is take persistent, organized and educated actions. This shapes your learning so that you do not go and buy any book that you come across, you buy the book that you need to improve on that thing. So if you want to get more traffic, you go with your Mixergy and you buy the social media course or whatever, now this shapes your learning. Let us go to the first step, let us go to the next slide and see how we blueprint the business. Let us give an example of a shop that faces the street. What is their blueprint? Basically, they have people walking by, right? Andrew: Um-hum. Juan: If you are in the middle of nowhere, you are screwed; no one will come to your shop. People walking by. Then you have people stopping by because you put something there on the shelf or in the window that is interesting so that people say, "There is an offer, let me look there." So you got their attention. Then you have people that they enter to shop. That is another prospect for an offline type of shop; someone that showed some interest in what you have to offer. Then you have people engaging with your employee, with the salesperson. Some guys will try on the clothes, some people will buy and if they buy, you have an average sticker price and now you offer, like, do you want socks with that, or do you want a tie with that, or do you want, whatever, an extra whatever with that. So you got people on average [inaudible]. And then you've got people coming back again. They've had an experience so you ask for, hey, when it's your birthday, can I give you a call, we make you offers when it's your birthday. You can run strategies for people coming back. And then you have people referring to their friends because they have a . . . So that's a blueprint. And again, I'm not claiming that this is the blueprint for any offline shop, but I would say for most offline shops, it would work something like that. But the good thing is, you do it your way. I'm here just showing you some examples. Andrew: OK. And so you're saying . . . Juan: You go to the next . . . Andrew: . . . we sit down and you're going to show us another example of this, but . . . Juan: Yeah. Andrew: . . . one of the first things you would do, if you had time to be a consultant and help other entrepreneurs with their business, and I know that you don't, but if you did, if you came in as a hired gun you would say, we're going to sit down and we're just going to spend a few minutes writing down this outline of what our business is going to do. Where people come in, what they do next, what they do after that, and then how they end up becoming customers. And that's the first thing you want us to do, and you're going to show us another example of a company that does that. Juan: Yeah. Andrew: OK. Here goes. Juan: So, let's go now to a B2B business. Suppose you're selling to industries or to factories. It's a longer sale cycle. I've been a sales guy for a long time. And sometimes it's a pain in the ass, you start a deal and it gets a year until you sign the contract. So what you do there is you say, OK. What's my target market? How many people are there, common industries I can sell to because it's not unlimited. So then you'll probably give them a call or send an email or have some sort of initial contact. You will go back and forth until you get a meeting. That's kind of a measure of a sales guy. This could be also kind of the grouper mold. What says people do when they're in grouper, right? So they can get to a person [inaudible]. And then after the person takes the meeting, it's either a good job, people will buy, or ask for, request for a quotation. Something like, hey, OK, I'm interested. Just send me a proposal. And then after that, you will have people that say yes, and close those deals and you will have a first deal value. When I reach first deal value and again, you could have add-ons and you could do all sorts of things to make that deal bigger. And then you go and you have repeat purchases. How many times they run the group one offering groups, each happens to be grouped. Now how many of these guys, you can get them to give you referrals. That would be another thing. So that's the blueprint for a B2B business. But as most of the people here, they're probably in web businesses. I now included an example of a web business. So the first thing you have is the target market on the web. My products, they are not bought by all the people. They're probably people that are watching Mixergy, they're not interested in, like what are meditation, or, I don't know. It could be that they are. But it's not that my most likely target market. So I won't run ads there. But I start with that. What's my target market? Then I say, OK. The first thing that happens is people see my ads. Then, after they see my ad, I need to get them to click on my ad. Then I need them to sign up as a prospect. Then I need them to, after they sign up as a prospect in my business, I say hey, you're interested in this, the free report that I promise you, it's on the way. But if you're really interested, here is a one time offer. If you take it now, it's 30% off and again, some people are comfortable in that. In my business it works, so I do it. Because I tested it and with this one I said, OK, how can I increase the conversion and if I put a one time offer, it worked better. So I left it there. There are some people . . . Andrew: By the way, that totally worked on me with Get Clicky. I've been using their free version for a long time. And then suddenly they had this one time offer. Said if you finally want to stop being a cheapskate and not paying for the full service, we're giving you an opportunity to get it at something like 50% off, and it's going to go away within, I think it was two days. I said, you know what? I have been using it for a long time, this is just the thing to get me to get started. I paid up and I've been a happy customer ever since. So I see what you mean. So that's a way of getting more of those prospects to become customers, and we'll talk more about that, I'm sure. Juan: Correct. So then people download my report and if they didn't buy there, they would download the report that I brought in landing page. And then the goal of the report, and my follow up sequence is to get them to visit my sales page, right? Because there is where they can give you money. So I do everything I can to get people to my sales page. Then some of these guys will contact customer support, to see if there is a human behind the company, and we're selling to the American customers. Sometimes they are afraid to put their credit card online. Again, here I'm giving you, I don't want any Latin American guy to feel like, I'm from Argentina myself, but in reality, people are a little bit afraid, to do some transactions online. So they contact the customer support, some of us convinced him and they become a customer. Again, we have average initial price, and we try to get them to a buck, buy another product and we try to get them to refer to a friend via social media, video, audio, whatever. So that's kind of our model. But instead of just showing the blue print, let me show you exactly my ads, my landing page, so you see the crafts graphically. So in the next slide, you can see like for example, people search for meditation, they will see my ad that says something like learn meditation, see the method.com. And discover the power of meditation in United State, here is a free audio. So people click there. And if they didn't search, maybe they were in a page about meditation. So instead of doing their search campaign, we Google ours, I go, I do a content campaign. And I buy ad-sense ad. Or they said in their profile, that they like meditation or UFO or something like that, I show them an ad on Facebook. Doesn't matter what they do or how they see my ad, they will go when they click the ad, they will go to the next page which is the landing page. And there will say, "Hey, get you a free course, give me your email, etc, I'll send you the lessons. Basically I'll follow up with you". After they do that, they see the one time offer that I was talking about, and after that, they will go into a follow up sequence, I use Office Auto Finder list, I can not endorse them enough. I think it's a great service. Andrew: This is what you use to send out your emails? Juan: Yeah. Correct. And basically here I have a long cue of emails, that I let create a relationship with them, introduce myself as the author of the product. Kind of let them know that I'm interested in their success, and give them free tips and sometimes I send them my email here if they are ready to buy. But this is fully automated. So if I want to increase the visitor to my sales page or I wanted to run a promotion, where I'll go after the promotion work, I would add it to my follow up sequence. Because I try to increase 20% at a time, the amount of people that they go to my landing page, to my sales page. And if they click on some of the emails, they will go to my sales page, It's a long form sales letter, and why we do this, because it works better than the other sales letter. Now we're testing media sales letters, and they tend to work better than this normal sales letters. Andrew: I'm using another computer in the background to record this. That's what was popping up. So let me see if I got this, this is the first thing that people see in either search ad or an ad on Facebook, or maybe an ad on a webpage, that you bought Google ad-sense ads on. They click on one of those ads, they end up on your landing page, where you get their name and you get their email address. the next page after that, you say, I'm going to give you a one time offer to buy. So first you get their email, then you ask them to buy, then after that, if they don't buy, then you get them into this email process, where you email them, it looks like all we're seeing are two, four, six, seven days of emails, where you have a whole spot... Juan: I have a 160. Andrew: How many days? 160 days in your system, where you know what email they get that on day 0, meaning that the day they signed up, what email they get on day 1. And you just kept playing with those emails and test them to see what could increase conversions. Juan: Correct. And after that, if I run a promotion, after the people go through those lists, and the promotion worked, I added and automated. So every time, when I started and I only had 7 [??], I could afford to pay $0.50 per prospect, because I only did follow-up for 7 days. Now I can afford to pay a lot more per prospect. Anyone that wants to go to my space, they need to be willing to pay what I pay if they want to beat me and I would say it is almost impossible that they are willing to start that way. Andrew: Right. Juan: Because I can afford to pay a lot more to buy that customer. Then after that... Andrew: You click on one of the emails and they end up on a long-form sales page, and long because long works. You and I have had conversations where you say that sometimes you would like to do a different design or a different approach then the long form sales letter, but if it works, I have to go with the numbers, the numbers are king. Juan: Correct. Basically what the numbers tell you, numbers are people, right? A lot of people say you are very metrics driven, things like that, and if it was code, and being number driven for me, if they are the right numbers, it is very people driven because they are telling me in huge amounts of significance, because I am not pulling this out of an idea of mine, this is probably a sales letter that sold hundreds of thousands of dollars, and they are telling me that they like this more than a short thing saying "Buy Here." After you have that blueprint, now you are ready to go to the next step which will be "Pick Four and Measure." You have all new groupings and what you are going to do is just pick four, for that month, for that quarter, it does not matter how you do it, the time here is, the one applying the framework says what will happen. Now, if you go to the next slide, 'Just pick 4 and measure' and then how do you pick four? I use two criteria to pick those things. One is cost effective measurability, for example, how many people sign up or what is my cost per lead, it is very cost effective because AdWords gives me that metrics out of the box. What would happen if I start answering customer support emails in 5 minutes or less? That is very hard. It could be that [??] could do it but I cannot. I do not even know the math to do [??], it is very complex for me so I do not do it. I try to pick things that are very cost effective in terms of how I measure them. It could be visitors to the sales page versus buyers. Very easy to measure, analytics versus my shopping cart. It could be average per transaction, very easy because my shopping cart tells me that. So I try to pick things that are very easy to measure. C.T.R. on an ad, or things that are there in your system, and then I try to find things that I have the gut feeling that it is easy to improve, like a headline that sucks, or I read this book now and think that if I incorporate this idea I will be able to improve this thing, or I bought this course and discover that Facebook ads are working, I am not doing Facebook ads, can I increase my traffic by 20% with Facebook ads? It could be, let me try it out. That is what I do. Andrew: What you are saying is that you are giving up certain potential growth opportunities just because you cannot measure them and you cannot figure them out? Juan: Yeah. Basically, I can do that but it is not part of my framework. I can go and change the logo, or do some branding thing, but I know that the result is unpredictable and some people are comfortable with that. You know, I am an entrepreneur; I get paid by results, and why do things if I have a limited amount of time and a lot of ideas that can give me a predictable outcome, why would I do something that I can not measure, and I don't know if I was right or wrong? If I ran out of ideas, and sometimes it happens. What I do is say, "OK. Let me try this thing that we don't know how impactful it will be, and we can not measure it, but it's cool, and I think I will do better". And that's your sense and that's fine, and you can invest sometime doing that. But if all you do is speaking ideas that you can not measure, well, go and play the roulette, it's like, I rather don't do that. OK. So let's go and see, this is the examples, remember I told you we were going to talk about the big ideas, the frame work we're covering now. And here on my examples where we based all the strategy I want to teach you on how I increased the business, will be based on speaking these four things. This was my blue print, and I paid how many people to see my ads, because if I get more people to see my ads, I get more traffic to my landing page. Again, this assumes that they will convert more or less the same, that's not always the case, based on traffic, nothing converts as well as ad words, so maybe you need an increase of 40% of Facebook traffic to get that 20% of boost in sales. And doesn't matter, the idea here is that you start doing things in a structured way, and you don't know that they will convert at a lower rate, because you haven't tried it. So how can I get more people to see my ad? How can I get more people to sign up more? How can I get more people to visit more of my sales page? And, how can I get more people to become my customer? That will be the four things, that I'm going to show you now, strategies that I would apply, where to get ideas from, and where to learn, we'll cover all of that. So, people not only get the framework, but they will get some strategies that they can implement right now, in the business. Andrew: Let me ask you this, before we move on. You said that one way to grow your business is to have your current customers buy from you more frequently. And I see that in your Blue Print that, buys another product, is the second to the last item, refers me to a friend, is another way to do that. Why aren't you also blocking those off and saying, I could be focusing on getting more of my customers to buy more products. Juan: Oh. Because this is an example for the next month. Andrew: Oh, I see. So every month you say, "I'm only going to focus on four ways to get customers ". Maybe the following months you focus on, "How can I get my current customers you buy more product?" But for this month, you picked just four, and these are the four, you're going to think about. OK. I see. Got it. I'm with you now. Juan: OK. Let's go to the next slide. So now we got to the part where you have identified your regret, you picked the four, and you measured them, what's the current state. Now you going to take organized, and persist in it. The next slide I'm going to show you, remember our goal is directing your business by doing just 20% in four compound areas. Get more traffic, get more prospect, convert better, and get them to buy more frequently every month. So a lot of people ask me, how difficult is, the next line you'll see the question, 'How hard is to improve 20%?' So here is the month, suppose you get 1000 people to your landing page, and you get 10 desired responses, or to your sales letter, you get 1% of the people to buy. That's ten out of a 1000. To improve to 20% sounds like a lot. But in reality from the 990 people that did not buy, you just need to do better with two of them. So can you really work, can you roll through a course, can you ask for the opinion of a friend, that will tell you something to do better with two out of 990, should be very easy, when you think of it this way. So that's kind of my idea, a lot of people gets scared, they say, "Dabbling in business is difficult". If you compound the right things, 20% is not that difficult to get there. Maybe you do not do it with the first idea, or the second, but with the third or the tenth idea, you will reach that point where you got 20% better, it is not that difficult. How to get organized, what I do with my team is say, "OK, week one will be focused on getting more people to see my ads. Week two, get better conversions of visitors to prospects. Week three, get more people to my sales page more often. Week 4, improve sales page conversions." That would be my focus. Or, it could be that I am working with an employee, now I have a team so I can go and say, "What did you do this month?" I go to the AdWords and say, "You need to increase the traffic by 20% and you have a month to do that." All you do that month is that, because all you have is one focus and one priority. I can delegate and control it very easy because we know where we are at, we know what the goal is so any delegation problems are gone. You talk to the designer and say, 'Improve these landing page conversions by 20% by testing the colors, the [??] shot, whatever... Andrew: Juan, you give them a month to do this? You say, "This is my focus this week." Or do you say, "I am going to give you a month to get this right?" Juan: I give them a month because now I have a team, but when it was just myself and my wife working, we would do it by week. Andrew: OK. Juan: They can run all of the tests that they want and sometimes they know that one week one, I am focused on this thing, so the other guys need to figure it out by themselves. On week two I will take my time so that I can control and suggest ideas to improve these things. Basically that is how you get organized. It could be that you give them a quarter. If you are working for a multi-national company, it might be harder to test things and to get things rolling, so you give them a quarter. It does not matter, you can give them a year, I do not care. The main idea is that you use compounding and organization. Now, if you are a sole entrepreneur, you do it yourself and you have a weekly focus. If you have a team or a company, you dedicate that impact area, that leverage point [??] and you go with a weekly or a monthly focus, or if you are a multi-national you give them a year, I do not know. But, the beauty of this is that you can now use that, your guys have a very clear outcome that they need to achieve. It is very easy to control. It is very easy to delegate and in our case, we give them access to as many learning resources they need to do that job. You can buy courses, you can talk to us, you can talk to some of our partners or friends that are conversions experts, I will hook you up with whatever guy you need so you can implement in this area. Andrew: I see. Juan: After that, you stop information overload and you focus on what you need. You get educated. If you are out of ideas, if you do not think that you can improve it by yourself, you can hire an expert, or you can buy a course, or an [??] about that main thing. You do not buy a deal because it looks cool, you buy it because you need it for that week or for that month. That is the main idea on how you can information overload. Now that I have shown you the framework, is it clear? Andrew: Yeah, it is. Usually I do a whole lot more talking and a whole lot more pushing, but this makes a lot of sense. It is simple, elegant and I can see it working. Part of me just wants to ask questions and push, and see if we can find some way to debate this but there is no need for it. If it works and it is simple enough to work, I want to keep it that simple, I do not want to over-complicate it just so that we can feel like we are doing something, or just so I, as the co-presenter, can feel like I am putting my fingerprint on it, no, it has got to be what it is, and it has to stand as elegantly and as effectively as possible. Juan: Yeah, and we can argue a lot about it, but it is like arguing with math. It is like, 2 x 2 = 4. It is not like I came up with that, it is just math, and it may be that it does not compound exactly, and it may not be perfect. I'm not saying you will double your business every month or whatever, but if you increase 20% all of these things and they are perfectly compoundable. I have no doubt in my mind you will double your business because it's math. Andrew: And what you're saying too is sometimes you miss the mark. Sometimes you aim for 20% and you might end up with zero. Sometimes you aim for 20% and you discover that just a few changes to a landing page give you 30% lift, but the goal is, we're just looking 20% at a time and we're going to allow those 20% wins to compound. Juan: Correct. Andrew: OK. Cool. Juan: That's the main idea. So may I show you some strategies? Some things that actually that are proven to me to increase 20% or more and I will show you split-test graphs and everything. Andrew: Oh I'd love to see that, yes. Juan: OK. So let's go to the first thing. Let's say we're talking now in the wigwam goal. Which is get more people to see my app. So when I launch a business, I mean normally when people launch a business. Let's say I have a law of attraction business, right? So it's a course where I teach law of attraction to people that are interested. It may be weird for some of the guys listening to this that I'm talking about math and business and then I have this [??] on the side or whatever, but it doesn't matter. It's what I am that matters. Andrew: Do you teach, by the way, the law of attraction course and the other courses that you have on Mindvalley, are you teaching them all yourself? No. Juan: No. Some of them I am, some of them I find an alpha and I'm going more the other way a lot more now. Because basically I cannot be the expert in 20 different things. Even if I actually researched them and I had experiences with, I can teach them, and whatever it's just not good for branding. Again, I haven't tested that, but I believe so, but it's one bet. I don't play roulette all days. OK. So when I start a campaign, normally I would start, if it's about law of attraction, my keywords would be love attraction, love attraction course, movie the secret, or whatever, like, very related terms. Andrew: Mm-hmm. Juan: So now in the next week I say, 'I need to increase the traffic 20%.' How can I add more keywords if before I had only law of attraction, I would say add 20% more keywords. We would be law of attraction course, law of attraction domino, law of attraction book, law of attraction whatever and you have more keywords. Or what you could do is add more ad groups that are not that closely related, but it could be a target market they are interested in that. For example, guys that are interested in meditation or relaxation or visualization they could be interested in my course. So I would go on my AdWords scale and say let me try meditation and my meditation course and the ad says, "Do you want to learn law of attraction?" It doesn't mislead or anything, but the main idea there is because you're kind of targeting the same kind of customer avatar. The same guy, you have a chance to convert them, right? Andrew: Mm-hmm. Juan: So that could be a way that people increase 20% their traffic. I see it a lot of companies doing this. That they only, for example, if you have a customer support software, you could say, "Sell more by giving awesome customer support" and now not only you not only beating customer support software you will be in sales mix or sales courses or whatever because you relayed that prospect because of what he wants to do is sell more. So if you can prove them how they can sell more with your customer support software by answering quicker, by answering well, by having automated FAQ's or whatever. Now you have a guy and you increase the traffic. So that would be one way to get more people to see my ads. I can go on and on and on with more keywords, more ideas or whatever. You can do lateral thinking for ad placements. A lot of people, they sell in my industry weight loss programs, right? So they go weight loss, weight loss, weight loss. Weight loss products, weight loss forests, weight loss peels, weight loss diet, weight loss food, things like that. What if you go and put ads in a wedding site where you buy gifts? People go there to buy a gift to a wedding, if you are a woman, you want that dress to fit you. So now, you go with a weight- loss product that went very well in something that is American that is an explorer, because a lot of people do not go and advertise weight loss products on a wedding site. Or you have a weight loss product and let us say that someone would advertise it in a parenting site, parenting tip type sites, because usually if you are pregnant you want to get that weight off, now you have a weight loss product in something that the traffic is very cheap. Andrew: Right. Juan: You start doing lateral things. Suppose Mixergy, you go and instead of advertising in normal entrepreneur [??] or things like that, you go to women entrepreneurship forums. Want to become an entrepreneur? And these things are a little bit, if you can relate it well, it could be less targeted, or shop vortex, where you say, 'Why are you searching for a job?' Entrepreneurship teaches you have they got those reasons, so now, you are expanding laterally and you get another audience that was not part of your audience but in reality they needed you. That is another way to increase your traffic. The other way to increase your traffic would be other channels. For a very long time I was only with Google, because I was comfortable with the platform and it works great. Andrew: You said only with Google? That was where you focused. Juan: And then I started saying, "I hit the max here, I cannot add more keywords, I cannot add more add groups, let me go into other channels." I started going into affiliate efforts and doing affiliate marketing, and then I did Facebook and now I am in Yahoo, and now I am starting to do MediaBox. What is cool is Google AdWords has a placement report where you can go and run a placement report and see what the placements are where your ads are doing well, where you getting a lot of sales and a lot of traction there. So you run a placement report where there is enough volume for me to justify that investment, and would go and directly contact the site and say, 'Hey, I am doing well. I have learned a lot of techniques,' I think there is a profit course that talks a lot about that, I do not remember the name of the guy, [??] Mixergy. The guy has templates to contact the site. Andrew: [Elio Lichtenstein], he said that is what he did. Elio, he said he basically just went directly to the sites because then they could cut out the cut that Google takes for placing those ads and he can then give the publisher a more secure, long term revenue source, and he locks in for himself a good revenue source too. Juan: Correct. Andrew: So you are saying you see your numbers in Google, in the ad buys that you do through Google on other sites, if you find one person who is doing especially well for you, you just go and make a deal directly with them? That is another way of pursuing a different channel. Juan: Correct. And then you do social media, S.C.O. and things like that, and you can keep adding channels. That would be how I would approach with one goal; I would meet with my team, or sometimes I feel especially strong about something, I would say, "You got to do this week or this month." That would be an example. Let us go to week 2. Now we have decided to increase the amount of prospects that are here. We get more traffic now so we decided to increase the sign-up rate and the amount of prospects. Basically the way you do it is by doing [??], so you send 100 people here and 20 sign up, 100 people here and 24 sign up, now you have got a 20% improvement. I test very different designs. I hope people see this in the [??], if not I can send you the URL so people can see the actual URLs or the screen shots. Andrew: Yeah, we will give them this PowerPoint so that they can take a look at it themselves. Maybe I will convert it to PDF so that it is a more universal, easy-to-use format. But, what you are saying is, these are two actual sites, two pages that you tested? Juan: Correct. I got 25% improvement in the right one. Andrew: Wait, so the right one did better than the one on the left? Juan: Yes. Andrew: I'm so surprised. Juan: And I don't know why. Andrew: Sorry? Juan: And I don't know why. I would have bet my everything on that the left one would do better. Andrew: I would have thought the one on the left would do better, too. Got a phone number which feels more trustworthy. The right one has more links, which means there are more ways for people to leave the page and still the right one does better, but that's why we A/B test. Juan: One has kind of an arrow that points to the sign-up form. Where this one, the sign-up form is right there, but some people they don't feel that comfort with that. So I don't know. When you test then you can elaborate your theories and test it to see. What I can tell you is this didn't work that well. Andrew: OK. Juan: I mean, I won this one, but the first one I didn't. So that's fine. So on this next slide. So what are the things you can test in a landing page? You can test the headline, by far that would be like 60% to 70% of the landing page that makes the highest impact, what you promise in the headline. You can test the layout of the page. If you put the sign-up form in the right, if you put the sign up form in the left. Always try to put the sign up form on the right for several reasons. Sorry, I have a little bit of a cough. For several reasons. People are used to sign up in the right for emails, [??] and things like that. It matters where the eye finishes, not where the eye start and with like this one. Andrew: Left to right. Juan: [??] But you guys understand what I'm saying. That would be my recommendation. You can put the less fields you put the better. You can, this was a surprise, by the end of the cast. The call to action, if you put the button, you change it follow down to get instant access to send it to me. It has a very high impact. I will show you in the same space how a button can increase your sales by 33%. You can double your sales just by changing what the button says. I mean it can be the same company, same people working, you can change a place, you double your sales. So that's fascinating for me and when you discover one of these you say, 'Oh all the money I lost last year,' but it's fine, you know. You got to keep learning. You can test the lead magnet. Some people you can test a free trial. You can test a report, you can test 'Sign up for a Webinar.' That will make an impact also. You can test the image or the hero shot. Sometimes there's a nice girl. Sometimes it's whatever it's a screenshot of your product. You can test the colors. You can creativity icons if you have 'As Seen on NBC, ESPN,' whatever you've seen the product there. You can test that and you can put some testimonials. We did testimonials. If you're advertising Google, just be careful because, yeah why. Andrew: Why? Testimonials with Google is an issue? Juan: The FTC guidelines, basically Google is a lot more aware of FTC guidelines and sometimes people go and say, 'Oh I lost eight pounds or whatever' . . . Andrew: Ah I see. Juan: . . . and now the FTC has some guidelines that they say you can only advertise testimonials that are representative of the average experiences of the users. I'm not a lawyer. I shouldn't be listened by any lawyer or go and talk to your lawyer, whatever, don't put testimonials. Generally, I would say in a landing page if you don't do it very carefully, I don't think you will be out of trouble with Google if you put testimonials. Especially if they're a little bit more pushy. So that's things you can test in the landing page and a lot of people will come and say, 'Juan, I'm not an expert on this, how can I get ideas?' So if you go to the next slide. Andrew: By the way, I'm seeing here. It looks like you bought your landing page design, the one that you're showing us on the slide here. You bought it from Theme Forest? Juan: ThemeForest. Yeah. Andrew: ThemeForest is fantastic for buying these kinds of landing pages, it is only like $12, they look stunning, they are easy to work with, and they get how to increase conversions. Juan: Yes. It is awesome. So here... Andrew: Oh, I see. Juan: Where do you get ideas from? One place to get ideas from is test photo speed companies, because they want to brag about speed testing and they show you a lot of user cases that they did better. So you go to [??], optimize me, visual works site optimizer, they have blogs, very active, they post experiments, info, graphics and things like that, they will give you very awesome free training about landing pages and how to increase landing page conversions. You can go to [Google] Website Optimizer, also, I use Google Website Optimizer, I do not use any of the other guys because of the amounts of traffic I buy, they get a little bit expensive, but for people that do not depend on a lot of traffic, it is an awesome solution, but I cannot use them because it gets really expensive. Andrew: Congratulations on all of the traffic. Juan: Yeah, well, some days we get 2,000 - 3,000 sign ups per day. Andrew: Wow. Juan: Across the company, it is a lot of traffic. And then the guy said [??] metrics, I never talked to the guy or anything but they ran an awesome blog and they seem to understand what conversions is all about. Read their blog. They are very active. They are more like an evangelizing company, they go and teach so it is nice. The other thing that you can do is go to the [??] or marketplaces, for example there you have [themeforest] [??] \ [??] \marketing\landingpages and you will get a ton of ideas. The good thing about that is, if you like an idea, you can buy it for $15 or $20, it is very inexpensive. You change the logo and you have a new landing page that is working, very easy and very inexpensive. Or, you can go to Portfolio Sites of Design Firms. Then what you can do is go to companies with crazy testing contracts, for example, Google is famous because they tested 16 different shades of blue for their boxes, and crazy [??] like that, because they have a lot of traffic so they can do it. So, when you see that those things work better for them [inaudible, problem with audio] you are going to ask the Amazon [??], things like that, we give it a try and sometimes it worked. So, that is nice, Amazon is also an awesome company to look for what they are doing. Then you can read blogs of conversion experts and gurus, there is a lot of crap out there also. A lot of people putting articles and things like that, I don't know, you may [??] for yourself. Then you can get a formal education and books. You know, like always be testing, it is a very famous book on G.U.I. Website Optimizer, and I really encourage you. You are going to be in this business for long, you have got to understand speed testing and you have got to understand conversions. It is better, even if you need to hire an outside consultant, it is better if you really understand what you are hiring for, what you are aiming for, what the language is that you need to speak to the guy in, and you will be better at spotting guys that are just starting out and things like that. That would be my recommendation. This one is huge for me, brainstorm with your team, talk to customer support or the chat agent, because sometimes the chat agent or customer support team would say that a lot of people are contacting them with these questions. OK, so put it on the landing page because it means that people are interested in that. Or in [??], they are interested in that. Why not clarify there. Then, you can also look at Ask, like direct response marketers and the line where you are crossing the [??] line and direct response, it is not my job what you feel comfortable with. But I will promise you a sales letter telling a story, will do better than a screen cast video of you doing click, click, clicking, in your applications. But again, that's kind of a reputation of my industry and things like that, but we do things that work. So if you can look at us, I think it will pay off. Not only, ask my value or but the direct response marketing in general. Andrew: What I'm finding is that a lot more software companies and other companies that might turn towards branding in the past. Today are thinking more like the direct response marketers. Because the internet just almost forces you to think that way. You only have a second with the audience on the internet and you want to make sure you get as much impact as possible. And you're not going to get as much impact, by just showing them a branding message, as you are if you say, 'Join our list, and give us a chance to build the relationship with you'. All right let's go on to the next slide. Juan: All right. Let's go to it. How are we doing on time? Are we OK? Andrew: We got a little bit more. Juan: OK. Good. Week 3, get more people to my sales page more often. So one thing that I do that OfficeAutoPilot allows me to is split test my follow up emails. So I don't see the power point right here. I can open it so I can quote the numbers, and give me a second. But basically I send two emails to with these different split test messages, split test headlines. For example when you see, like the first message, I changed the subject line, my word is more or less the same. The second message though, I changed the subject line, and I get, I want my yesterday's message, and put the first name. I get instead of 20% click through rate, I get 25% click through rate. So that message that was 20% better than the B message, on the second message. The third message, again I split test two different headlines there. One get 5.5% click through rates. The other one gets 8.4% click through rates. Thus again, almost 20% better. Andrew: 5.5% click through rates vs 8.4% click through rates. OK. Juan: So that means I get the same amount of prospect and more than 20% only in that email are going to my sales letter. So more people see my sales letter, more chances that I have to sell them. So that's one thing. The other thing that I can do to send more people to my sales letter, is in my follow up sequence longer. I'm amazed that I sign up for a free trial for companies, they never send me an email, never. Or sometimes is, "Here's your free trial", and that's it. Never hear from them any more. And they say, "Oh. I wonder why I don't sale". Because you wanted to get married on the first date, it's impossible. Just be in the relationship. Get them to see you right. That's a luxury. So that's something that's based, I think, in software service company, they really, I mean, if you come to my site, sometimes, you don't even know that I have something for sale. Why I would show you something for sale, if you're not ready to buy. Let me be in the relationship, after I have the relationship, and you know that I'm someone that sales something, because it's not really accepted, like the insurance guy, the metes friend, or you are the MLM guy that makes friends with you, and suddenly he goes, "Why don't you come to this meeting or whatever". I made sure that they know that I'm a company and that I'm here for money and I want to help them also. I won't tell them the price so that he takes it when they are not ready, doesn't make any sense. And then you can create more sales page, different offers, rocket ships, Brahmans. Excuses to contact them. And I put there don't be arrogant. A lot of people say, I do that amazing thing. Let's suppose get picky, in your example. They are not some service, I use them. I love them, very simple. Let's suppose they were very arrogant and they say, "Oh, I'm just signing up, he still don't see the value in us, so he's a douche bag", I don't care, if he's right or not, he's basically lacking in, who hold for developing his business. If they went that way, they'll never have gotten you as a customer. But they decided to create a new promotion and let you know about the promotion. And you can run a, sometimes it doesn't have to be that fancy, you can run like a Christmas special. Or you know like a, it doesn't matter, sometimes I go and, normally for my birthdays, I go and say, 'Oh, I'm turning 30, I want to celebrate with you with a 30% discount, and next year will be 31% discount'. They are my friends, and it gets sales. Andrew: That's what you mean by excuses, you're just looking for an excuse to connect with them or looking for an excuse to promote to them, looking for an excuse to give them a discount or whatever it takes for them to say, 'Yes'. Juan: Yeah. And sometimes you can be blatantly honest like, "My taxes came, I'm screwed, I need more money. But I know you have the chance to buy this brand new list of animal". And you would say, "Oh, no one will buy". They do buy, they see you as a person. And even if they don't, it's funny, and they will talk about you, and you will be more present in their life. It's interesting. So try these type of things, we really encourage you to do these things. Andrew: All right. Let's take a look at the next slide. Week number 4 improve sales page conversions. Juan: OK. So the first thing I would say, please go and read, Influence, the book you can buy at Amazon at I think, $15 or whatever. And again, please read, Influence, because we're in a marketing business, go and read it. It has a tons of evidence of things that the human brain is ridiculum in a way. If I quote your testimonials, you would buy more. If I make it scarce, you will buy more. If I make it premium, you will buy more. Go and read that book. It'll give you a lot of ideas and a lot of concepts that are things that work, things that you can speed test, headlines, the other bottom text, the other bottom shape and colors. The guaranteed, if you have a guaranteed or you don't have a guaranteed, that will make a huge impact. Leaving the first part, after people read the headlines of what you're all about. Testimonials and then get a word of FTC. And your prices, there's a lot of people, that they don't test price. So do you prefer to convert 1% and $97, or do you prefer to convert 3% at $27? Well, you make more money if you convert 1% at $97. So some people, they don't do those types of testing. And again, if you're a company that you're trying to drive user growth, maybe you want to go cheaper, it doesn't matter, if you make less money. It depends on the business model, I basically, I need to pay for my advertising, so i need to make the X amount of money I make. So that will be one thing. Video sells letter, work in the same space instead of carry in a sales page full of video sales letter with a story or both. I like [??], that will work really well. And the other things where you can get idea, is look at infomercials. And again, it will be TCN. These guys do works, they beat brands out of dicing push. Very pretty to me. So look at what they're doing. There are tests in the infomercial industry that they said, for example, they said, 'Please call us, we're waiting for you'. And they changed that for, 'Busy, call again'. And it increased the conversion rate by 30%. Just changing the phrase on the infomercial. Andrew: Sorry. The connection was dropped out as you were saying it, so you were saying it's either "Please call us", or "If lines are busy, please call back". And the idea of saying, lines are going to be busy and giving people the message that this is a very active, product, got more customers. Juan: Correct. So these tiny things can make a huge impact in your bottom line. So let me show you some examples of free money, and this is everyone will wants ... Andrew: Nice screen shot there by the way. Juan: So what I mean by this.... Andrew: Nice Stock photo. What is this, all right? Just tell me. What are we looking at? Juan: OK. What I mean by free money is the following. Your advertising spend, you're spending, right? So anything that increases your conversions without increasing your advertising spend is free money. If you paid for 100 clicks, right, and you get one customer. If you paid for the same 100 clicks and you get two customers, that extra customer is free money. So basically what I'm trying to say here is if you're not split-testing, you're kind of an idiot. That would be my rule. [??] So I switched, I changed kind of these two headlines. Again I read the response headlines and blah, blah, blah, but the second one did 54% better with a 98.3% chance of outperforming the original. So with this degree of confidence, if I run this experiment 100 times, 98% of the times I will rewrite. So it's a good risk to take. So that means Mindvalley Hispano could be making whatever, let's say $10,000 a month or $15,000 a month doing like with the same people, same effort, working our asses off as we were. Just because we changed a sentence, you know? When you think about that, the ROI of your time to split-test. It's huge. Even if you find one after 10, it doesn't matter, it's huge. If you don't have a split-test or two or three in your website, it's kind of, 'What are you doing?' After seeing this over and over again, I think it's just stupid not to do it. Sometimes I'm guilty of [??] enough. Andrew: Sometimes what? Juan: I'm guilty of not doing it enough. Andrew: Ahh. Guilty of not doing enough, right? We all are. Juan: So that would be kind of a recommendation. Set up split-tests with [??]. A lot of people, what I'm afraid is, [??] that I quit my Latin business because I was at $6,000 a month and it wasn't enough, you know? I never have been that, you know, a bigger a company, where we're 12 now. So it's why on Earth don't [??] this. You find one and say $6,000 now, it's $9,000 or $12,000. Now I can live off this. That means I can quit my job and invest, you know? And sometimes you are one split-test away, one successful split-test away, to be at that point. So why not do it? That I don't understand and sometimes it maybe it doesn't have that much popularity, split-testing or it's a little bit boring because, you know, it's more mathematics and things like that, but you should do it. Anyone starting their business should split-test their landing page or whatever. Andrew: Let's look at the next one. Juan: So let's go to the next slide. Andrew: This is the book I'm reading right now. Predictably Irrational. Juan: OK. It's awesome. So here's the way. I read the book and I say, "OK". I learned something. They had a concept called decoy pricing. The New York Times did a price test, where they say we want offline, online, or both. If you buy both? Andrew: I'm sorry, I just read it so it's fresher in my mind. This is the Economist that did it, but I don't remember. What was the name of it? What was the pricing called? Juan: Decoy pricing. Andrew: Ahh, decoy pricing. Yeah, yeah, right, right. Juan: So yeah, I'm sorry, the Economist did it. So basically they say we want the offline edition, just the offline edition. Do you want the online edition or do you want both [??] same price? And that increased conversions by a lot. So I learned that in the book and I said, 'Let me try this on my website.' I went and set up this thing where you can compare them easily be the same thing. Conversions increased, let me see if I have it here, oh no the next one is the screenshot of the order button. I think this one was 25% to 30%. That means again, if you were selling $100,000 or $1,000,000 by simply setting up this little split-test, now you are at $300,000. Andrew: Do I have the number next to me? Sorry? Juan: No. Sorry. It's 30%, 30% more, it depends on your race, right? And again this worked for us. What I'm telling you, don't go and set up the same order menu, you know? Just think what works in you industry, but that's kind of the main idea is that you understand that I read a book. The idea was there. Apply that knowledge and got a positive result. Andrew: And so this is something I've been dying to try too. What you're saying here. You're doing almost exactly what the Economist did. You're saying for $97 you get just the digital version of our product. For $197, you get just the CD version of our product or for $197, you get both the digital and the CD version. So what you're making people think is it would be stupid not to take this $197 offer that includes both of them together, where ordinarily they . . . Juan: Correct. Andrew: . . . might go to $97. And this worked and it increased your conversions and you're saying if it's in a book, I now have a place to go and test out the ideas and not just leave the ideas in the book. Juan: Correct. Andrew: OK. And I'm repeating it because for some reason our connection now is starting to die. The longer we go with the course, the more the connection withers away, but we have just a handful of slides left, so we can continue. Juan: Yeah and again it's not a really good idea on the book. When I receive an idea on [??] a book then I stop everything. I study the [??] so during the week I can diagnose. Here you have the order button, basically what I changed is the text on the order button. One it was 'Orden la Orda.' Sorry it's in Spanish, one in [??] when it was and the order when it was [??] and the orden order was 53% more conversions than my original. So again, free money, you've got a website it was making like 10 grand a month, now it's making 15 grand a month because I changed, not even a sentence, what the order button said. So it's very impactful when you compound two or three of them. I can't hear you. Andrew: There we go. I keep lowering the mic for the background noise. Can you translate that to English? So what does it say to do now? One button says . . . Juan: One button says "Order Now" the other one says "Inquire Now" and the other one says, "Try it Now." Andrew: So, "Order Now," "Inquire Now," and "Try it Now" and the one that got the most is "Order Now." Wow, I wouldn't have guessed. Juan: Yes. Well because the "Try it Now" basically got a lot of clicks, but not the conversion because 'Try it Now' seems like it will be free and people then go to the checkout page and they don't want to. So I think that was the psychology. So if you go to the next slide, basically a free [??]. If you're not split-testing, really think about how you run an online business because it takes one hour and you will get learnings out of split test. So that would be my recommendation. So be persistent at that stage. Organized, educated, and persistent action. The compounding effect is what makes this process great. When I started this business, I wanted to make a $1,000 extra a month and it was quickly at $6,000 and now it's a business with 12 employees. We are doing great. So the compounding is what makes this great. It's not the first one, it's not the second one, it's after six months of you doing this or one year of you doing this, I promise you, you will do a lot better. Andrew: So you started out trying to do $1,000 a month is what you said? Juan: Yeah. Andrew: Wow. Well what a way you've come. Juan: Can we do it with more than four impact areas? A lot of people ask me that and I have no problem. You can compound 10 things, you just do it. I just have a problem with focusing on more than four things or one at a week at a time. And I wouldn't recommend that because there's a power in focusing on one or two or three or four metrics and you get all your guys, all your team working on that. So you can do it [??] what makes this great is the compounding effect. So the more areas you compound it's better, but it gets a little bit messy. If you want to do it in 10 areas, you will probably, you know, I will tell you, 'OK. Tell me what kind of metrics for the ten areas you would not remember, so you know, now you can [??] in more than four areas but I would not recommend it. Here is a little story because a lot of people ask, "What about breakthroughs? We are improving our business but we are not getting any major breakthroughs, it is more like [??]." Right? So basically by blueprinting your funnel, you have your metrics so clear that you will come up with many ideas that you would not have come up with if you did not have the blueprint or the metrics so clear. Let me tell you a very quick story, I was a recruiting consultant for a software company here in Argentina, it was very hard to find developers because if you ask the company how many developers they want to add in the next year, they would say 1,000. And if you look at Universities, you would get 3,000 or 4,000 developers out of Universities. It was [??] so people were competing for that. So, I started this process, once defined, basically we [??], we called them, we invited them for an interview, then a technical interview, then the offer and then if they accept then they will be employed. I started tweaking 20%, 30%, let us call people, the first thing is let us get another database to call people, what a concept! Now we could double the traffic because we were calling more people. Why don't we go and get [??] % more conversions, let us tweak the script. A lot of people because they were in a job already, they need to lie to their current job four times to come to the first, second, technical interview and the offer interview, so they needed to lie four times. It was very difficult for us to get people into a room to make them the offer or even interview them because they were on the job. My thinking on how to improve that, I thought, what if we could make the whole process in one afternoon, so what will happen is, first of all, people will come in batches, 30 at a time. The interviewer, instead of explaining the same thing, what the company is about, will explain it to 30 people at a time. There will be 30 there, it creates competition, they see that they are not the only person trying to come here and work, so it creates social pressure. The technical guys were super happy because instead of interacting with candidates all the time for the technical interview, we were telling them, "Here comes the 30." Just leave Friday afternoon, now they were not getting interrupted all of the time. When we gave the candidate a cup, eating and a t-shirt, they would go back to their jobs and say, "This interview is the most amazing thing." So they would call up to get more interviews, to get the cup or whatever, and before the interview was happening only in a room where the candidate spent most of the time waiting for someone, and the company was really cool, media games, Playstations, now we are interviewing people playing Playstation, Ping Pong and things like that. The numbers went crazy but the way that I got the breakthrough was by knowing the funnel and asking questions. How can I improve the call rate 20% when I call someone to set up the interview, and then I got a breakthrough that if I did it all in one day and it was a huge change in the process and now the blueprint is completely different. Andrew: I see. Juan: That is how you get to your [??]. Andrew: The connection was dropping a bit so let me sum it up. What I learned from that is that this can be done for anything. It is not just for increasing sales on a webpage or getting more people to buy from your brick and mortar store, but you used it even to help increase recruiting efforts. That is the first thing I got out of it. The second thing I got out of it is, you are right, a lot of people are going to see this and say '20%? I have got a smaller company so 20% is not going to be that meaningful to me.' Or they might say, 'I want to go huge. I want to go big or go home.' And you are saying, 'Wait, you can make these big breakthroughs if you know where to focus your attention. If your attention is spread out in too many places or if you are not sure where to spread your attention you are going to be ineffective, but if you have these four areas to focus on, you are going to find ways to go beyond the 20% and find those breakthroughs because you now have some place to direct your energy and your creativity. Juan: Correct, basically, by asking questions of how can I improve this thing. For example, now I'm trying to improve the amount of people that pay for my product. We've got leads. Right? I say, "OK. People don't have credit cards, don't have debit card." And now I'm testing how they can pay me with SMS for my products. That could be huge and lead me to a new thing. That came out of asking how can I increase [TD] in my four other things. It's now that you get your breakthrough by applying the process. Sometimes, then the breakthrough is so big that you restructure your business, and that blueprint changes completely. So, that's kind of the thing. So, I think that's it. Basically, this is, just get working. None of these ideas will make you any money if you don't apply. Actually, none of your courses, my course, or any courses, will make you any ideas if you don't apply. And by having [TD] this one, you will have regular meetings and people will say, 'OK. What are the ideas?' So, you create a content. Andrew: By having what? I'm sorry. Juan: By having this structure in your company, you may create meetings, or, at least, I would think. And your employees will say, 'OK. What's this month's effort? What's this month's idea?' [inaudible] Andrew: I see. So, they know what to expect. They know where they're directing their energy. As a whole company you're working together, because now you know where the energy's going. Juan: Correct. And you create a context for yourself as an entrepreneur to not get this 'shiny object syndrome' that any new idea is cooler than what you are doing now. You create that context, where you have people pooling you for new ideas to improve your business all the time. So, it has some other measurable organization benefits, not only growing your business two times, doubling your business. Andrew: So, this is your slide saying thank you to us, but I've got to say thank you to you. This has been incredibly helpful. You've been generous with the real data, as you can see from slides like this one. That really helps us understand how these ideas apply in the real world. You've also given us a series of steps that we can take. You've shown us how to outline our business. You've shown us how to organize our sales process. This has been fantastic. Let me get your website up on the screen right here, go through your numbers one more time. This is just the one year that you're willing to show data for. Right? Juan: Yeah. Andrew: A year and a half roughly. Congratulations on the success there. Let me speak to the audience. Every time I do one of these courses, and I say, at the end, "Please send me your results", I get results from people via email. It's often private, and believe me, I respect your privacy. I will not share your data with anyone if you're not comfortable sharing it. I understand that you want to try an idea and then use it and keep your results to yourself for a while before you share them with the world. I will respect that, but I'm curious to see your results. I want to see them. So, come back to Mixergy. Let me know how you've used these. Let me know what you're doing with them. Let me know what some of your challenges are too. And go to Mindvalley, and say thank you to Juan. Juan, thank you for doing this course. I hope people get to thank you directly, and show you the appreciation that I know that they're feeling for the work that you've spent and put into this course. Thank you. Juan: Thank you for having me here, and keep going. [??] For you guys that need ideas, Mixergy premium, it's awesome. I am a member, and I get a lot of ideas from that. I'm not saying it for anything. Really, it's an awesome source of information. So, there it is. That's my direct response marketing. Andrew: I appreciate that. Thank you. Thank you, Juan. Thank you all for watching. Send me your feedback and results.