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More On Ego Bait
I had a five-hour session with Travis and Jenna Zigler and Ashley. They own Eye Love. A couple few episodes ago, I gave a shout out to their hydrate eye. I call it a moistener, I guess. It keeps your eyes moist, healthy and strong. They’re great for people. We scheduled the five-hour meeting for me to get under the hood and talk about their business a little bit and see what’s going on. I noticed during the five hours that their take on what I was podcasting on, a couple of points varied greatly from what I was trying to say. I’m going to use this podcast for some clarification because it’s going to be very beneficial. I’m titling this one More Ego Bait. I remember poignantly during the five hours when the ego bait topic came up and I mentioned, I said, “One, you guys can’t let me forget to talk about ego bait and two, remind me to mention that you should do at least ten of them.”
The cost of ego bait is just pure labor. Click To TweetAn hour later, we got to the point of ego bait and I said, “It would be amazing if you guys paired your hydrate eye product with nine other products and do ten different ones.” I said, “Are there 90 good if not even great eye care products worldwide if you include Lasik, cataract surgery, eye drops, certain soaps?” They said, “There’s no question there.” I said, “Could you imagine creating ten different pieces of ego bait?” If you do not know what ego bait is, please go back a few episodes in the podcast and study what ego bait is. It is one of the least expensive, most effective, and longest lasting ways to grow a website and a business and the cost is pure labor. What’s interesting is as I got going and talking about the recommendation that if they did ten pieces of ego bait and highlighted ten products, one of which was always theirs, put their product maybe in second or third place. When they went out to call and email these companies that they highlighted a couple of days before on their website in a top ten list, these companies are going to do the normal routine of going, “We were published on a website in a top ten list? Show me.”
Travis and Jenna would send them the link to their website, which published this other product. When I was in the middle of explaining, Travis said, “We were going to do that, but we were going to do doctors.” I want to back up a little bit. If somebody was to create an infographic or write a long blog post of the top ten, let’s say plastic surgeons in LA, that would be great. Then you follow up with a phone call to the doctor’s office saying, “I didn’t know if you guys knew you were published on such and such website.” Some would say they knew it. Some would say they didn’t and that would work because doctors have a sizable ego, to say the least, all of them do. If you were to do products, there’s a pretty good difference between a company that has a product and the doctor. I’m not talking the Dr. Mercola’s, the public doctors, I’m talking about the private doctors.
A private doctor probably has a social following, much smaller compared to a forward facing company that is using social media to sell their stuff. I apologize, I don’t have time to go into the total depth of what ego bait is, but sufficed to say, it is one of the most powerful ways to grow any business and I would study it via the prior podcast. Here’s the key. The difference between the Ziglers doing ten pieces of ego bait with doctors, which would be 90 other doctors and products, is the following. The odds are strong that the people following private doctors are existing customers, where a company would have a social media following of their existing customers. I would bet two times more people following any company, maybe ten times more, would be people who like the message, but not necessarily have bought the product, especially if it’s an expensive product.
If you were to do products, there’s a pretty good difference between a company that has a product and the doctor. Click To TweetThe point of this is, if you’re going to do ego bait, I suggest you do at least one piece per month. Keep it up for at least six months and do product-based pieces of ego bait, not people-based pieces of ego bait. You’d want to study the Wine.net example. We did the wineries. Those are companies, we didn’t do the owner of the company. it’s a little bit of clarification to the power of ego bait and a little slight technicality of making sure if you’ve got an opportunity to do ego bait between a person and a company with a product. Always go with a company with a product. I hope this helps. Take care.
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