Uploading - The Art of the Offer with Tommy Magill: $30M+ Mastering Paid Ads and Course Funnels

The Art of the Offer with Tommy Magill: $30M+ Mastering Paid Ads and Course Funnels

02/21/24 • 36 min

About The Episode:
This episode is all about scaling profitability of your content and we're joined by Tommy Magill – he's scaled content businesses by millions through paid ads.

In just over a year, Tommy Magill's marketing agency went from zero to managing over a million in ad spend, and becoming the number one affiliate for Shopify. As a dynamic player in the content and course creation space, Tommy has unlocked potent strategies for leveraging trust, credibility, and a strong offer to not just attract but retain your audience.

Today, we'll cover:
- The art of securing low interest business credit and using storytelling to supercharge sales.
- The science behind testing offers and strategic allocation of funds for maximum return on investment.
- The undeniable power of content creation in building trust and testing course concepts with your audience.
- The insights Tommy gained from working with top-tier clients, including the effectiveness of paid ads and course marketing.
- Tommy’s perspectives on the future of content strategy and his commitment to long-form content for the year ahead.

What You'll Learn
1. Leveraging Low Interest Business Credit
2. Scientific Offer Testing & Analysis
3. Trust-Building Through Content Creation
4. Effective Paid Advertising Strategies
5. Course Creation & Concept Testing
6. Importance of Creating High-Quality Offers
7. Affiliate Marketing & Software Revenue Potential
Timestamps
00:00 Transitioned from affiliate marketing to online courses.
05:02 Networking: staying connected, learning, adding value.
07:03 Low ticket, mid ticket, high ticket products.
11:47 Meeting to discuss market offers and tactics.
13:55 Testing multiple ad themes increases engagement and credibility.
17:44 Create content like interviewing customers, engage, snowball.
20:21 Success story of growing ad spend with Shopify.
26:05 YouTube marketing boosted spending from $20k to $650k
29:06 Creating personal connection, scaling ads strategically.
31:18 Jeff Bezos ad transformed YouTube, made money.
34:15 Platforms favor organic content, diminishing ad space.
The Power of Affiliate Marketing and Education in Business Growth: "Found my way into courses because affiliate marketing keeps you sharp on just whatever marketing channel you chose."
— Tommy Magill [00:02:33 → 00:02:40]

E-commerce Pricing Strategy: "There's like the low ticket product, which is everything underneath. Like $197, which we found was like a consideration window from a click was like less than four or five days on average. There's what's called mid ticket, which is like that 197 to about 2000 ish dollars, where the click to purchase averages a little bit. I think it's seven days is what we found for the average. And then for high ticket, which is like anything 2000 plus, we see consideration windows of like 14 days on average."
— Tommy Magill [00:07:03 → 00:07:41]

Impact of Compelling Offers in Business Launches: "there's one of the brands in our portfolio talks about business credit and helping business owners acquire credit at a 0% interest rate for twelve months. We launched that, I believe it was like three years ago, and it sort of was mind boggling."
— Tommy Magill [00:09:29 → 00:09:46]

Webinar Marketing Insights: "I think this alone will provide a lot of value if you go to a tool called similar web and you just put in the website webinar jam, and webinar jam, for everybody who doesn't know it hosts a ton of webinars. And so if you put that into similar web and you look at the referring traffic, you can see effectively what are the best performing webinars right now, or over the past three months."
— Tommy Magill [00:12:07 → 00:12:34]

Building an Unassailable Brand: "this brand that we create is the only brand in the world that can do this like this."
— Tommy Magill [00:13:03 → 00:13:10]

Viral Marketing Strategies: "And when it rings true, the great thing is, then there is a quote unquote flywheel of people talk about how easy it was and how engaging the communities and everything like that."
— Tommy Magill [00:13:55 → 00:14:07]

Effective Content Creation Strategy: "set aside at least an hour per week. But really, I say, like four to 5 hours per week. So an hour per workday, so to speak, creating content for six months straight and do that every single day, and depending on your follower size, maybe that looks like Amas, maybe that looks like creating a Facebook group and just going in there and just talking about what you're got."
— Tommy Magill [00:15:52 → 00:16:20]

Creating Engaging Content: "Very similarly with content, do you want to know that what you're d...

About The Episode:
This episode is all about scaling profitability of your content and we're joined by Tommy Magill – he's scaled content businesses by millions through paid ads.

Building an Unassailable Brand: "this brand that we create is the only brand in the world that can do this like this."
— Tommy Magill [00:13:03 → 00:13:10]

Creating Engaging Content: "Very similarly with content, do you want to know that what you're d...

Previous Episode

Mastering LinkedIN Growth for Small Teams: Insights from Content Evangelist Logan Lyles

About The Episode:
Logan Lyles, is the Head of Evangelism & Content Marketing at Teamwork.com, and host of the "Agency Life" and "Nearbound Marketing" podcasts.

Logan walks us through the importance of audience research, why LinkedIn could be a goldmine, and how a bit of authenticity can transform your strategy. Logan also breaks down the art of turning conversations into impactful content, and gives us a front-row seat to his strategic approach towards building an engaged audience.
Today, we'll cover:
- Journalism, B2B tech sales & content creation strategy.
- LinkedIn and how creators can maximize the platform
- Start by recording conversations and voice notes
- Repurposing content across formats
- Niche communities, employee advocacy, and the potential of short form video in 2024.

What You'll Learn
1. Content creation authenticity and value
2. LinkedIn engagement and audience building
3. Transitioning to team-based content strategies
4. Employee advocacy and content sharing
5. Repurposing interactions into compelling content
6. Multi-platform content strategy and distribution
7. Tools for innovative content creation
Timestamps
00:00 Path from journalism to b2b marketing.
05:20 Use tools to find top creators, engage.
09:51 Leverage tools to create, share engaging content.
11:42 Utilize Castmagic app for recording internal conversations.
14:26 Leveraging AI to quickly create branded video clips.
20:36 Consider audience's online location for marketing strategy.
22:33 Small companies have an advantage for content creation.
26:07 Embrace using tools to create quality content.
30:08 Create invitation-only LinkedIn content groups, encourage sharing.
33:09 Alex Hermozi is the new Gary Vee.
35:41 Engage, connect, and share to grow network.
38:23 Send form, share video, optimize, promote report.
Leveraging LinkedIn for Visibility: "If you scroll LinkedIn after listening to this episode and it says like, oh, Logan commented on this post, and then it shows the post and then it shows my comment, right? I'm getting visibility and I didn't even create a freaking post, right?"
— Logan Lyles [00:06:24 → 00:06:37]

The Power of Short Form Video: "I do think that video, especially short form video, I think anybody listening to this is not surprised by. That's hot right now. YouTube shorts, obviously TikTok, and even on LinkedIn, we're seeing the same sort of trends there."
— Logan Lyles [00:08:17 → 00:08:32]

Leveraging Employee Advocacy in Content Distribution: "how does that work into our distribution strategy on LinkedIn of what we call an employee evangelism program, where we're activating individuals within the team to share that content."
— Logan Lyles [00:09:52 → 00:10:03]

The Power of AI in Video Editing: "And then leveraging some AI, even within that tool to, say, shorten my word gaps, take out the filler words. And now in just a couple of minutes I can apply a template where it's got my captions with our branded font on there, the progress bar with our brand logo."
— Logan Lyles [00:14:28 → 00:14:43]

Social Media Strategy: "where is my audience, right? If they're all on X and you do some of that research, maybe you look at Sparktoro and you look at what are some of the accounts people are following? What podcasts are they listening to, what YouTube channels are they following? Where are those folks repurposing their content? Are they more active on LinkedIn and getting engagement? Are they more active on X and getting engagement? And you might want to follow the crowd that you're trying to gather and see where they're at. So I would say it comes down to kind of that fundamental marketing question of where is your audience at? And go there."
— Logan Lyles [00:21:16 → 00:21:49]

Advantages of Small Businesses in Advocacy Programs: "You don't have the bureaucracy of, if we launch an employee advocacy program, how do we let people in and tell some people no and all the different things and HR and legal and all that stuff, like you got five people, you can work it all out, right?"
— Logan Lyles [00:22:44 → 00:22:57]

Content Strategy in Digital Marketing: "Sharing that in a LinkedIn post is basically like product marketing on a small scale, right? Because the people are the ones delivering the service."
— Logan Lyles [00:24:44 → 00:24:51]

Content Creation Innovation: "Before castmagic was around, when I was at sweetfish, we were using gong or chorus AI, one of those call recording tools, and we were using it exactly for that. And obviously that didn't have any AI built into it, didn't have the quality of recording the audio or the video. But that's why w...

Next Episode

Building a Personal Brand for Business Growth with Will Nelson

About The Episode:
In this episode, we're joined by entrepreneur and content creation expert Will Nelson, as he shares his insights and practical advice for capturing and converting ideas into engaging content. Tap into the mindset, strategies, and routines that fuel Will's success in the high-stakes world of professional and personal branded content.

Today, we'll cover:
- Will's personal strategies for finding inspiration in everyday moments and staying productive without the pressure.
- Practical tips for time management and creativity, including how to align content creation with your natural workflow.
- The common pitfalls that new content creators face and how to avoid them for long-term success.
- Insight into Will's journey from building to selling businesses and how these experiences now shape his approach to content for professional brands.
- Strategies for content creation and monetization tailored to your personal or business goals, and the secret of providing value first.

What You'll Learn
1. Inspiration for content creation
2. Timing content with creativity peaks
3. Documenting and sharing content strategies
4. Personal branding and online presence
5. Consistency in content production
6. Monetization of content creation
7. ROI and investment in content
Timestamps
00:00 Marketer turned entrepreneur, building 64 Stories agency.
05:56 Start creating content, grow, adapt, find voice.
09:52 Social media strategy depends on your goals.
13:55 Analyze top social media content for inspiration.
16:16 SEO results take time, require commitment.
19:46 Prioritize time for content creation and analytics.
21:49 Transform voice notes into engaging social media.
28:26 Capture and document content to avoid loss.
29:18 Various activities inspire creativity at different times.
32:55 Dedicated sessions help foster creativity and focus.
36:14 Greg's content praised, audience directed to socials.

Entrepreneurship and Content Creation: "I've always been an entrepreneur that has struggled with distribution myself. I identify as a builder. I love building things. I've never been fantastic at getting attention for either my personal brand or for my businesses without having to pay for that attention through Facebook ads or more traditional media."
— Will Nelson [00:02:37 → 00:02:58]

The Evolution of Personal Branding: "It might take longer to build a personal brand, but it's something that you can come back to. It's an asset that will keep paying you dividends long term versus having to constantly rent."
— Will Nelson [00:05:33 → 00:05:44]

Content Creation Process: "So I was talking to Dave Gerhardt the other day from exit five, and he has a notion page that he just jots down ideas into on a daily basis and then circles back to those to see if he can create any piece of content from. So whenever an idea pops into his head, he's putting it down somewhere."
— Will Nelson [00:07:13 → 00:07:30]

Social Media Strategy for Creators and Businesses: "I think in general, though, on social, you should have the mindset of just giving away as much as you can for free, and then very infrequently asking for something in return. So just like going to the ATM, you need to first put money in the bank account to take money out. For business owners, I typically recommend ten to 20% for top of the funnel content, 60% to 70% for middle of the funnel content and then ten to 20 for bottom of funnel content."
— Will Nelson [00:10:12 → 00:10:45]

Content Strategy Insights: "So I have a full time analyst that will go to YouTube, TikTok, Instagram, Twitter, LinkedIn and start to mine the top performing content in a given month to get a sense of what hooks are performing, what style of content's performing, what types of edits."
— Will Nelson [00:13:55 → 00:14:13]

Understanding ROI in Content Marketing: "It probably takes, realistically, three plus, maybe six plus months to start to see an ROI. And so you're losing money or you're investing money into something without seeing a return for a little while, and that can sting."
— Will Nelson [00:16:20 → 00:16:35]

Content Creation Efficiency: "So take the inputs that you're giving your voice notes or whatever app you're using to log those insights and then chop that up into written content or video content if you're recording that, and then actually post it to the various social channels that you want to get on."
— Will Nelson [00:21:49 → 00:22:19]

Content Marketing Persistence: "A lot of the big accounts that are on X or LinkedIn have been at it for quite some time, so it's a lot of just stick tuitiveness."
— Will Nelson [00:23:40 →...