1. We’re here with Nick Unsworth. Tell us about your entrepreneurial journey.
My journey started when I was a little kid, had a paper route at six, never wanted to work for someone else or have a job and just decided to take my entire life and devote it to loving what I do for work. My company is called Life On Fire and my mission is to help other people set up a podcast or build up an online brand so that they, too, can monetize their passion and love what they do for work.
2. So tell us about your company.
So LifeOnFire.com, we have a podcast called Life On Fire TV, that’s really cool because we do it three times a week, we’ve got John Lee Dumas coming up where we actually went through his home, kind of like MTV Cribs back in the day, so it’s very unique-style interviews, all on camera, all video, and we also have a thing called Pay It Forward Friday.
Yeah, we do random acts of kindness on camera as a podcast, too. It’s shocking because if you can go up to a little kid and give him a gift certificate, sometimes the parents look at it and they freak out, they think it’s a scam, they don’t know what to do, so you capture that emotion. Then once they realize you’re just being nice, it creates a little bit of a ripple effect and we’ve got a whole movement starting where people every Friday are calling in, they’re typing in their messages about what they’re doing to pay it forward, so it’s such a fun podcast.
3. Wow, that’s crazy. Tell us about your podcasts, what type of subjects do you cover?
What we cover is basically how to grow as an entrepreneur and build an online brand, so that’s everything from, my background is in Facebook marketing and advertising, so I am amazing with Facebook advertising, so how to build a campaign, get it to monetize so you can get email opt-ins for $2-3, which you can then monetize into sales for group coaching programs, to buy info products, to buy physical products, so we do a lot of lead generation training and then I also do a lot of mindset training about how to set yourself up to be more efficient, be more focused, because you can give someone all the tools in the world, but if they don’t have the mental toughness to actually implement it and do it, they’re not going to make it anyway. We really focus on mindset techniques to be more efficient and to just live at the highest level you can for yourself.
4. You have a great subject, mindset. Tell us what mindset is to you.
All right, so mindset would be, if you can be so aware of your own mind and your own body that you can, at any moment, change the thoughts in your head—for example, if you’re having a bad day or something happens to you, negative thoughts, if you can use a technique I call “moment on fire,” that’s where you literally just go to a place where you’ve had an amazing experience, it could be back from high school, it could be hitting a home run in softball, but you literally can take, no matter what emotion you’re feeling and completely wipe it away by reliving a moment in the past, I call it a moment on fire where you felt courageous or you felt tough or confident and then it changes your mind state right then and there and that changes your day. That’s one little technique that you can use.
5. Let’s change gears here a little bit. A lot of our viewers advertise on Facebook. What kind of advice would you give them? What tip can you give them on advertising on Facebook?
Advertising on Facebook, I would say that you’ve got to be using the power editor, there’s a lot more opportunity, you can add more copy, there’s just more flexibility with the power editor, but I would also say that we’re having a great, great success going from Facebook ad to a webinar and making sure that the webinar is very, you know, you’re solving the problem for your target market. Facebook ad to webinar and diving leads that way and if you’ve got a really strong message at the end of the webinar to sell, that’s our absolute best, best answer for bringing in sales fast.
6. What type of demographics are you trying to target with your webinars?
In my case, I target entrepreneurs that are 25-40, that’s my sweet spot, and for me, it’s as simple as targeting, I mean, literally the Social Media’s Examiner’s page, Amy Porterfield’s page, Marie Forleo, and you can just target people that like those pages. We run very, very personal ads, so it’ll be a smiling picture of me at like a party or something like this so it’s very engaging, very conversational. I say “dude” a lot, so like it’s like, “Hey, what’s going on? Dude, you’re not going to believe this technique that we use to get John Lee Dumas email opt-ins for less than $3, he did 1113% return on investment.” So in our ads, we’re oftentimes referencing very specific case studies because if people are too vague, it’s not going to capture people. We’re going out, we’re creating success stories with Facebook ads and then we’ll literally do a webinar sharing a specific actual case study from one person and then we’ll market it to their list.
As an example, John Lee Dumas, we got such great results for him with Valerie Shutman [phonetic], she’s the project manager on that account, and so if we got great results for that particular case study, we’re just taking that and marketing to people that like John Lee Dumas and that funnel is easily generating five figures because it’s so congruent, it’s so spot on.
7. Last question: How important is it to be yourself in marketing?
Oh my god, it’s everything. Connection is the glue and that’s where all the trust and relationships happen. We do all of our videos in one take, we don’t do any editing to the actual commentary because if I screw up, I want it to be real and natural and I find that being vulnerable every time I do a webinar, if we’re going to sell, I go way back and I share all the things about my entrepreneurial journey that makes me, that connects with somebody, it’s the near-bankruptcy moment, it’s the, “I bought tens of thousands of information products,” that’s what creates the connection and as soon as you have trust, they’ll buy from you. They’ll follow you, they’ll buy from you, and just being yourself and authentic.
Watch our interview with Nick Unsworth at Social Media Marketing World