864 – Make it easy to digest: Tom talks Tenderize Your Promotions

Episode 864 – Tenderize Your Promotions
[00:00:08] Welcome to Screw the Commute, the entrepreneurial podcast dedicated to getting you out of the car and into the money with your host, lifelong entrepreneur and multi-millionaire Tom Antion.

[00:00:24] Hey everybody! It's Tom here with episode 864 of Screw the Commute podcast. Today, I'm going to talk to you about how to tenderize a promotion. How do you like that? So we'll get to that in a minute. Hope you didn't miss our last episode 863, which was How to Fail at a video shoot. That was 863. Anytime you want to get to a back episode, you go to screwthecommute.com, slash, then the episode number. How to Fail at a video shoot, which I do give you a great tips on how not to fail. That was 863, so screwthecommute.com/863. And make sure you pick up a copy of our automation e-book at screwthecommute.com/automatefree. You will thank me for it because it's going to save you hundreds of hours fighting with your computer.

[00:01:14] All right, let's get into today's things. You know, I like to to. Do these episodes kind of around things that I'm doing whenever possible. So this morning I was making a steak for breakfast and I have this little gadget it's got I counted them up. It's got 48 little tiny, really, really sharp knives. They're like little scalpels. They're just really, really sharp. And if you push it down on the steak, it cuts any kind of sinews and it just tenderizes everything. You push it down and the knives go in and they cut, and you just move it around and you keep pushing it down and you turn the steak over and do it the other way and do it all every which way.

[00:02:03] And when the steak comes out, it's way more tender. You can actually buy cheaper cuts of steak and use one of these gadgets and and make it more tenderized. So I was thinking about what else I could do with this is kind of like a self-defense. I, you know, if somebody decided to, I don't know, attack my culinary skills. You know, I could I could defend myself with this thing. And then in court that the judges say, well, what did you hit him with? You know, you got so many holes in him. I said, I didn't hit him, judge. I was just tenderizing him his comments, I was de-escalating. So anyway, I'm tenderizing the steak and I'm thinking, you know, it's kind of the way I run my business with my marketing and I definitely know that it's, you know, it's niches are great. You know, you want to know your target customer and all that stuff. And and I hear people brag, you know, talking about that all the time. And I'm in agreement with it up to a point. See, once you get, uh, so big, you're going to have all kinds of people on your list. They aren't going to be one exact demographic. So you got to kind of please them or they disappear on you.

[00:03:27] And what I'm talking about here is. When I do a promotion, like I might do a promotion with an email subject line, something like how to get $1 million in free publicity. All right. And I'm actually it's actually not as over the top as a lot of people. I mean, but but. Some people that's too, too harsh for them. It's unbelievable to them. And so a subject line for the same program. And this might be where I'm teaching you how to be a great podcast guest, is how to get podcast hosts to book you. Can you see how how that's. I brought that down many notches. Didn't brag about $1 million in free this and that and, you know, hit you in the face with stuff. But a simple how to get podcast hosts to pick you or to book you. So that's what I'm talking about in Tenderizing. So and I've had people talk to me that have been on my list for years and years and years, and they say are Tom that subject line that was kind of over the top. You just did, you know, you ought to cool it a little bit, but they've been on my list for years and years because sometime, you know, I only do that once in a while, and the rest of the time I tenderize it for for those people, you know, so I have a variety of people on the list, and so some are attracted to the real hit you in the face subject lines, and some are attracted to the more calm.

[00:05:06] How to do this? I want to learn this, but I don't believe in the multi millions and billions that you can make overnight. You know, everybody hits me with. So that's what I'm talking about. Tenderizing a promotion is the same. Promotion could have promotion that hits really hard and is almost over the top. I don't want to say clickbait, but approaching clickbait and then some are more calm to please that part of your audience. And when you get 100,000 subscribers, yeah, they're all over the place. All right. And like I said, the one person that sticks in my mind said, Tom, I love your stuff. But boy, that you know that that one thing you said in that one promotion was kind of over the top, wasn't it? And I said, oh, don't worry, you know, some people like that kind of stuff, but, uh, you know me, I'll always come through. And they said, yeah, yeah, I know. And they've been on the list for like 19 years. Right. So so that's what I'm talking about. Tenderizing is bringing it down a notch for that part of your, your constituency and then hitting harder on that part of your constituency and going back and forth. And then that brings up the topic of split testing.

[00:06:23] Oh, by the way, if you want to be a great podcast guest, you might want to check out episode 211 screwthecommute.com/211. How to be a great podcast guest with emphasis on great. Uh, but what I was talking about there is what we call split testing. This is where you can run the same promotion, and I'm specifically talking about subject lines and emails right now, but it's the same thing for headlines of sales letters and sales copy. All of this stuff can be tested and should be tested. So split testing is where the same promotion is run with. We're talking about subject lines, two different subject lines. One group of people gets one set of subject lines, and the other gets another set of subject lines. And the and you got to have a good shopping cart to do this. And we use kickstartcart.com of course we give free tutoring and how to do all this stuff, but. It tracks me. You know, we're not talking about a simple link tracker where one person opens one email and one opens the other. No, you have to follow the people through to see which one spent the most money. And so that's what real split testing is about. And you can do. I can teach in 15 minutes on Kickstartcart.com how to do this. But anyway, so you might send out half your emails with one subject line, half with another, or maybe you do three different ones, I don't care.

[00:07:51] And and you track to see which ones got the most response for that particular promotion. So you can't just say, oh, I got to do all tenderize, or I have to do all, you know, over the top subject lines or headlines or whatever you're testing. Its individual per that promotion. Yeah, you'll get a feel for your group of people over time, but if you get big, then just you can't tell. You can't trust what you think. You have to test it with these split testing techniques that will tell you for that particular promotion for that time of year, for that time of day. That's the subject line or headline that got the best response, but you still might get, you know, 20% response from the other group of people, you know. So, um, so what the bottom line in this particular episode is you have to vary your promotions on how hard they hit. And when I say tenderizes, I'm more hard hitting than tender, but I don't forget Tenderizing because that's a great big group of people that just doesn't like the over the top stuff. So tenderize your promotions and you'll reach a bigger part of all the people that follow you. All right, so that's my story and I'm sticking to it. Make sure you check out my mentor program at GreatInternetMarketingtraining.com, and I will catch you on the next episode. See you later.