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Traffic, leads, conversions and sales are the cornerstones of every profitable business. But getting traffic, standing out in the crowd and following up are hard to do. We’re all too busy running our businesses. Who has time for search engine optimization and managing a sales funnel?
You can learn an easy content creation formula that takes less than a day to implement and will provide a steady stream of rankings, traffic and leads to any website and business. This content will:
- Help people find you online and drive traffic to your site.
- Establish credibility and trust with visitors and prospects.
- Differentiate you from your competitors.
- Create desire for your product or service.
- Decrease or eliminate the need to “sell.”
- Help you build a list of leads.
You’ll move viewers from being ignorant about you to becoming qualified prospects and eventually buyers. You’ll go from being a salesman to an authority, trusted adviser and friend—the real goal of marketing.
When you see how incredibly simple this process is, you’ll want to run to your computer to start your own 10x10x4 campaign. And you can see how this formula worked for my friend, best-selling author Tim Ferriss.
You need only a computer and an inexpensive video camera (even an iPhone or Android phone will work). Here are the steps:
1. Write down the top 10 frequently asked questions about your product or service.
2. Write down the top 10 questions a potential buyer should be asking about your product or service. These are what differentiate you from your competitors, things you wish they’d ask.
3. Record 20 videos, 30 to 120 seconds each, responding to the questions.
4. Now record these mini videos as well:
a. “Call to Action,” appended to the end of each video. In it, you tell people where to go to get all your videos. Once you spread your 20 videos all over the web, you’ll offer people who viewed one of them the chance to see many more, all free if they supply their names and email addresses.
b. “Enter Your Name and Email to Get All 20 Videos,” the video for your “lead capture” page.All lead-capture systems (more in Step 5) automatically build a “thank you” page and put your thank you video on it. It helps you connect with visitors, explains your offer and tells why they should enter their contact information.
c. “Thank You for Signing Up,” the video for your “thank you” page. When visitors fill in the form, you tell them they’ll receive their videos as soon as they check their email.
d. “Buy My Stuff,” which gives viewers an offer to either buy your product or service or sign up for a consultation or trial.
5. Make a “lead capture” page. Send people here after they watch one of your 20 videos (it’s easy—more on this soon).
6. Upload your videos to as many video sharing, social bookmarking, podcast directories, social networks and blogs as possible. You can post your videos on YouTube and try your luck, or you can try a service that works as PR Newswire does for press releases, but in this case seeds the web with your 20 videos. Full disclosure: I own a company, Traffic Geyser, which performs this service for you; you can use it for a trial period for $1. Or you can submit your content manually.
Once your videos are submitted, search engines will point people toward them. In a few days, you’ll dominate the keyword phrases associated with your videos and see rankings and visitors. And you are sending visitors to your “lead capture” page for a free offer; this is where you capture names and build your list.
Why 10x10x4 Works
When you upload videos to top video sites, they get ranked and show up quickly in the search engines, which love video. Videos usually show up in Google’s result pages hours or a few days after submission.
When users notice domination in organic listings, they click! And when users watch your video and visit your site, they’re five to 20 times more likely to take action and buy than from an ordinary link or a paid advertisement. If you have a good offer, they’ll buy from you!
A 10x10x4 Example
The 10x10x4 formula works for every business, product, service, author, expert or speaker.
I did a series of interviews with Tim, author of The 4-Hour Workweek, to promote his book, The 4-Hour Body at FourHourBodyBook.com. I lost 17 pounds and 4 inches off my waist after a month with his program, so I wanted to share my results.
Tim’s “lead capture” page (shown above) promises you free videos about losing weight, getting a perfect night’s sleep, reversing sports injuries and more in exchange for your email address.
I usually put the “Enter Your Name and Email” video on this page, but in Tim’s case, I put just a picture and bullet points about what people would receive if they gave us their info. I broke my rule because I found that the number of people who opted in increased when I removed the video!
I came up with the 10 frequently asked questions and 10 should-be-asked questions (find them at SUCCESS.com/Koenigs), and I taped Tim answering my questions.
As soon as the viewer signs up, we send the “Thank You” video and say we’re sending the 20 free videos via a link to their email address.
Then comes the most important video, when we ask viewers to invest in Tim’s book (the “Buy My Stuff” video; if you don’t ask, you don’t get). Here’s the tone Tim took for this video (you should use it, too): “Thanks for signing up and taking action. I’d like to give you an opportunity and a reason to invest in my book. When you order the book from Amazon and forward your receipt to FourHourBodyBook@gmail.com, I’ll give you a special 30-minute documentary interview that shows how I’ve managed to produce two New York Times No. 1 best-selling books and enjoy my life.”
For the bonus video, I recorded another Q-and-A session with Tim that I call “Success Leaves Clues,” about how he became so successful in just a few years and how you can, too.
We got a fantastic list of book prospects and buyers. From there, we could market complementary products and services to them. The resulting sales were astonishing.
How 10x10x4 Helps You
Every venue for your videos—articles, blog posts, social media and video link—can generate dozens of incoming links for you. When you educate, inform, entertain and build rapport, the audience feels a sense of connection with you and will buy products and services from you, a credible expert.
That’s how the 10x10x4 formula works. I’ve helped thousands of small-business owners, entrepreneurs, authors, speakers and consultants in many businesses in more than 60 countries. This strategy works because you create rich content that search engines and people love. It naturally develops a bond with your customers.