Have you ever been to a row of little shops where everybody jumps out at you and says you got to check out their booth? Or in some cases, perhaps even got dragged in and brought to their booths? That correlates to websites. Very often, people wonder why nobody’s buying anything from their website. The thing they have to remember is you don’t bring people to a website, you bring your website to people. The normal process would be to build a website and then do some search engine optimization so it comes up in search.
But if you do some homework, the majority of the sales that are made through a website in any capacity are when companies find a way to strategically bring that website to people. Imagine if you could build a link and get it to an influencer and ask them if they could tweet it out or put it into their Facebook following, you would literally be bringing your website to millions of people. Stop for a minute and think, are you trying to get people to that product or service or are you trying to get that product or service to people?
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Got Dragged In
This is the podcast where I live life. If I see something that directly or indirectly relates to business, I make a note. I could not wait to do this podcast. I just got back from China. My daughter is doing her sophomore year in Shanghai at Pepperdine. As we went to visit her, we took all her brothers and sisters. There were five of us going to visit and we had an incredible time. Let me start by saying that both Beijing and Shanghai are 21 million people each. Both cities are about the size of Chicago. Chicago has seven million people, and if you could imagine, Chicago’s pretty busy. You’re bumping into people on the sidewalks and you’re fighting to get a cab. I want you to picture three times more people and cars. Add on to that scooters, bikes, skateboards, anything you can imagine. There are tons of Mobikes. They are free bikes that the government supplies all over the place.
This podcast is titled Got Dragged In. We were in Beijing and we saw The Great Wall. After coming off the mountain and taking the Toboggan down, we went to these little shops to get little chotchkies or some trinket and it’s a mob scene. This lady, a very senior woman and half of my height, grabbed me by the arm and dragged me into her little shop. I did not want to go. I literally was holding my ground like, “I don’t want to buy anything.” I bought a little trinket and I had no desire to go into one more booth. This lady literally forced me into her shop. I go into the shop, I looked around, and something catches my eye. I give her ¥50 and bought something else. I remember the whole minivan ride home to our hotel of how impactful that event was for me. I had walked by so many other booths, everybody jumps out at you and tells you, “You’ve got to come and check out my booth,” but this one lady grabbed me and brought me to her booth. She physically forced me to come in.
I correlate this to websites. I cannot tell how many people have asked us to work on their website and build and market a website. Six months go by and they wonder why nobody’s buying anything from their website, “How come there’s no traffic?” We try the best we can to explain that, “You don’t bring people to a website, you bring websites to people,” and I get a lot of starry-eyed look when I say that. A lot of people think you market a website so that you can attract a tremendous amount of people. You could make the argument that in some ways, that’s possible. The argument is much stronger when you explain that you build a website and then do some search engine optimization, so it comes up in the search. If you do some homework, the majority of the sales that are made through a website in any capacity are when companies find a way to strategically bring that website to people.
Let me give you an example. If I had a self-improvement product and I could, in five minutes or less, allow people to take a diagnosis on themselves through ten questions, it then spits out some answer about them and then provides a solution of improvement all for the incredible price of say $9. Could you imagine if I could package that in some cute little form or some downloadable item on a website? Could you imagine if I found a way to get that page of my website in a link in the hands of Tony Robbins or Oprah Winfrey and ask them if they would tweet it out or put it into their Facebook following? I would literally be bringing my website to millions of people. I would not be bringing millions of people to my website, that’s not how it works. If I’m able to build a link and get it to an influencer who then pushes it to their people, you have to take a step back, take a breath and realize Tony Robbins pushed my website to his people, he did not push people to my website.
I want everybody to ask yourself, “What are you selling? What is the product? What is the service? Are you trying to get people to that product or service or are you trying to get that product or service to people?” This lady physically grabbed me and forced me into her booth. This lady was half my height and 75 years old at the youngest and she pushed me into her shop. She was not letting an American with money in his pocket walk by her booth. “Are there things you can do with your website where you can push your website and force it in front of people?” “Sure, there is. You can listen to my two $50 Facebook podcast or my pay-per-click podcasts.” You can put your website and push it in front of people for close to nothing.Life and success in business is often doing what you don't have to. Click To Tweet
I wrote some things down on the airplane ride home, “A woman literally dragged me into her booth and I ended up buying something.” That blew my mind. I came home defiant. I’m going to start doing Facebook ads on my podcast and all my websites. I’m going to start doing pay-per-click ads at a nickel a piece to my podcast and to all of our websites. I might even try highway billboards or radio. I’m going to get in every way, shape or form my websites and my podcasts in front of every human being that I can because I witnessed something staggering.
In China, there are 21 million people in the same size as a town in Chicago. If you don’t push your way into the cab, you’re never catching a cab. If you do not push your way into the street and then honking your horn and flashing your lights the instant the person in front of you is not moving, you’re never going to get anywhere. These people live a completely different lifestyle because they have to. What if we, as Americans, lived exactly the same way even though we don’t have to? Life and success in business are often doing what you don’t have to, so someday when you can’t, you don’t need to. I hope that helps. Take care.