Thursday, September 21, 2017
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Authentic Startup: The Concept

Or, Don’t Overthink, Stick To The Model That Works

“Authentic Startup” is a way of creating profitable startups from scratch using personal and business experience you already have, or can easily obtain. It took several years for “Authentic Startup” to be transformed into a system in its present form.  It started as a “cheat sheet” I intended to use to “cheat” on any future exams at my “Experience University.”

In my own example, I was able to launch/co-launch several startups, including graphic design startup, a healthcare startup, a pharmacy (recently acquired by a chain), and even an EMR medical records startup by progressively building on each one of my business and life experiences.

“Authentic Startup” is founded on a concept that all of our experiences have a real cash value and it is up to us to “unlock” it using proper “packaging,” pricing and marketing tools while taking advantage of S.P.I.N. model at its core.

 

Authentic Startup: The Book

Eventually, “Authentic Startup” turned into a book with 40+ illustrations, graphs and inspirational content that takes a mystery out of launching a startup by setting up theoretical and practical frameworks to make your startup (or existing business) successful by keeping you away from overthinking and re-inventing the wheel by focusing on:

  1. How To Become a True Leader Of Your Own Startup and Stop Waiting on Others To Believe In Your Project

  2. How to Be Excited About Your Product

  3. How to Determine When is the Best Time to Seek Financing While Avoiding Traps

  4. How to Define an Authentic Product

  5. How to Package Your Product and Properly Price It.

  6. How to Properly Build a Website and Landing Pages with Conversion in Mind

  7. How to Achieve Explosive Sales Using Online Marketing and “The Nuclear Marketing” Concept

 

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 Contents:

Listed below are the actual chapters of “Authentic SPIN: How To Turn Your Unique Experiences Into a Profitable Startup”:
  1. Authenticity as a Starting Point of Your Startup

  2. The Three Words That Will Make All The Difference

  3. The “Experience Game” Strategy

  4. The Omega Mission Principle & The Two Types of Startups

  5. The Startup Capital Trap 101

  6. “SPIN” Packaging Your Experience Into a Sellable Product or Service

  7. How To Create an Authentic Product or Service The Smart Way: Marginal Authenticity Principle

  8. How to “Tweak” Your Product and Improve Conversion Using 7SP Authenticity Test

  9. SPIN Packages and Pricing

  10. Internet Sales 101: 8 Elements Of a SPIN Website

  11. Internet Marketing: Search Engine Timbuktu Dilemma

  12. Unlimited Customer Leads: Adding SPIN Copywriting and Social Media Components To Your Sales Funnel

  13. Even More Customer Leads: Google Bus Scenario

  14. The Nuclear Sales Funnel

  15. The Spin Gravity Theory

 

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Download it now! I look forward to your reviews and feedback.

On Google, a cost of 1(!) click for a word “startup” in my geographical preference is $10.

No, this is not a typo it is $10, yes, American, yes, dollars.

This means that if I needed to launch a test version of my marketing campaign in my niche and run it for 1,000 clicks (as I used to back in the days when a click didn’t cost nearly as much), I will have to spend $10,000, yes, American, yes dollars.

Let’s let it sink in: that’s probably enough money to jumpstart a brand new business.

If you are, let’s say legalzoom.com (sorry, guys, for spending your hard earned $10 on frivolous research) that looks to capitalize on incorporating startups, $10 (may) make sense (I cannot tell for sure, since I don’t know their sales funnel). But one thing I can tell for sure, is that a company trying to promote any product for which it will receive less than $10 is,well, out of luck.

How High Does The Cost Per Click Go?

So how high does Google’s price per click go? According to a recent article on wordstream.com it goes as high as $54.91 (for insurance related keywords). The lowest cost per click on their Top 20 list is for the word “cord blood” at $27.80, which makes my “lousy” $10 per click seem almost laughable.

Below is the infographic chart you can find on wordstream’s website.

where-does-google-make-its-money

Now Let’s Take a Look At The Top 4 Most Horrific Places Where Your Clicks May End Up

Yes, of course your Google clicks may end in the right hands clicking on your link moments before reaching for their very special American Express Black card and become your customers. That’s the ideal scenario and yes it can happen. Very often, however, it is far from being the case.

#1. I’ll admit, my heart skips a beat every time I see a 3 year old chasing a digital frog on a free app (with AdWords’ clickable ads at the bottom) her Daddy downloaded last night onto her tablet. Sometimes she catches a frog. Sometimes she catches an ad costing an advertiser more and more of his marketing dollars.

To a little girl clicking on an ad is a minor disturbance in a fun game. To you, it may be a cost of a long awaited pizza dinner after hours of work. Now, imagine not one, but thousands of those little cute 3 year old kids with their cute 3 year old hands clicking your business all the way into the ground, one $54.91 click at a time. Insert  a track to your favorite horror movie music and fade into black.

#2. Let’s think of those “Top 20,” or “Top 30” anything lists i.e. (Top “Photoshop Fails” and the like), where in order to move to the next “Photoshop fail” you have to click on a tiny arrow, surrounded by Google ads. While someone accidentally clicks on a link and quickly backs out of it, to you it may be another $10 dollar expense you simply cannot afford.

#3. Your 2 year old decides to spend Saturday watching funny kittens on YouTube. Non-stop. No one has taught him how to skip or how to not click on ads. Thus, in a matter of just a couple of hours he “earned” $100s of dollars for Google while costing you as an owner more and more resources.

#4.  AdSense scams. While Google claimed at some point that they are looking into the problem, but I do, personally, believe that AdWord scams are out in full force. This happens when a person who signs up for AdSense clicks away on ads AdSense places on his/her websites.

Fine. Some of it, of course is an exaggeration. The 3 year olds, the no-good fraudsters that click their way into riches at your own expense, it may all not be as bad, but the question remains: at what point the risk associated with paid advertisement outweigh the returns?

Content Marketing vs. Pay-Per-Click Marketing

Content Marketing vs. Pay-Per-Click Marketing

This weekend Google “suggested” I spend $2.75 per click for keyword “fashion” for my clothing startup. I said sure, let’s give this another shot. AdWords gives me a pretty good data on traffic I get to my site and that’s great. And yet, when it came down to what mattered most, i.e. signups, the outcome was very much comparable to what our Twitter account brought to us just one week ago for exactly $0.

Yes, of course, you may say that I am not providing you with enough data and that, of course, the number of users I added with Twitter last week ultimately reflected the amount of followers on my specific Twitter account. Sure. But this goes beyond the point I will attempt to make here.

 

Content Marketing + Social Media Clicks vs. Paid Clicks

It is year 2015 and pay-per-click by large search engines become less and less affordable, while their clicks become more and more questionable. Google’s 35 allowable letters for $1-$54 per click in 2015 cannot compare with Twitter’s 140 letters for $0. The idea that your Google dollars can go to a click-happy toddler with no interest in your product may seem to be okay at $.10 per click as it was in the good ol’ days.  At $10 per click, it is no longer reasonable. And just like 10 years ago, when it took everyone to realize that Google was a much more profitable model over, let’s say Excite or Yahoo when it came to ROI, today everything looks completely different and paid clicks today gradually become what billboards became to businesses 10 years ago – an exceedingly losing proposition.

 

An Exceedingly Winning Proposition: Building Your Own Superior Resource of Niche-Specific Valuable Information via a Niche-Specific Blog, One User at a Time 

Google didn’t have AdWords to market itself. It built its customer/user base one visitor at a time, by providing a superior product.

Back in the early 2000s Google won everyone over by being an efficient “content broker” and a hub for all things valuable on the internet. It was better than Yahoo, Excite, HotBot and whatever else we were using back in the days as a search engine. It re-defined the internet by giving us what we wanted when we wanted instantaneously though its unique algorithm of prioritizing more popular websites over less popular ones. It made sense. The AdSense.

However it is 2015 and users are going more and more beyond popular and into a content that is more and more useful within a specific nicheFor example, a particular piece of information may be extremely useful, but not particularly popular outside of its niche and, as a result, Google will not make it readily available on its search pages.

Users Looking For More Useful Content Tend To Find It Outside of Search Engine Results

Today, the technology allows us to exceedingly do away with various non-niche “content brokers” and non-niche resources (i.e. big name search engines). In the past decade or so, we’ve all learned our way around the internet and we now tend to hangout on what I would like to call “tribal platforms,” i.e. twitters, wordpress blogs, and various quality online communities we have learned to love and enjoy. It is those “tribal” blogs, sites and platforms that are gradually taking more and more bites out of Google’s main function of a superior “content broker.”

There lies and opportunity for all of us.

Today, using blogs and community-based platform we have the ability to “build tribes” of like-minded individuals, one user, one fan at a time using WordPress or whatever other content hosting platform of your choosing. Today, anyone can, if you will, become an efficient content hub, as well as content “broker” with a website or a blog  that can provide exceedingly more useful (not just more popular) content for its visitors within a specific niche.

If you are reading this post today, chances are you came here either from another blog, a social media post, or any number of other tribal platforms that have nothing to do with a typical search engine as we know it. Those “mini-content-broker” blogs and social platforms are here to stay for many years to come and I see the advertisers in a very near future moving away from search engines and into individual blogs and social communities within targeted niches.

High volume, high quality blogs in a specific “niche” do not have to pay a penny to search engines and at the same time charge thousands of dollars for ads and blogposts as their audience within their niche keeps expanding independent of any non-niche search engines.

One user, one fan, one blog subscriber at a time. This means that if you woke up this morning thinking that the 1 blog fan you gained on your company’s blog (after spending 2 nights putting together a useful article) is not worth the effort, think again. This is the future.

 

Truly yours,

Max Azarov
Authentic Spin, Author
YoloStartup.com Project Founder

If you have ever started a business you are very familiar with this: a Facebook “Like” button on your page was installed days ago and yet the number of likes has been stuck at 11, seemingly forever. Does this mean no one likes your product?

Not necessarily. But this does, however, mean that your product may need a lot more exposure, and that, in turn, can lead to a lot of stress and unnecessary pressure.

Big established companies have this thing I call “a lot.” They already have a lot of users and, as a result have “a lot” of leverage when it comes to hiring best employees, best developers, best sales people, you name it.

For obvious reasons young startups do not have this type of leverage. A startup may have the most amazing product out there and yet, limited users means, well, limited everything. How in the world are you going to hit your first million users if, as of last Thursday you counted only 32 new user signups in your admin console?

Unless you already have an experience of quickly gaining hundreds of thousands of users, chances are, the idea of gaining, let’s say your first million users may seem like a rather daunting task. On top of that, as a new startup you probably simply do not have the skill to manage this amount of users in any meaningful way. This is why the tool I most often recommend is:

 

Doubling To Infinity

The premise of “Doubling To Infinity” is this.

At any given point you already know how to double (or increase by 100%) the amount of users you ALREADY have, since you have ALREADY done it before, thus you can be pretty certain that you can do it again. For example if, so far, your website has 32 users after you promoted it on Twitter, you can be pretty sure that by doing the same amount of effort you can get another 32 users, thus doubling your number to 64. The number 64 now becomes your new point of certainty and you can now focus on your new goal of 128, without the stress of  getting to a million users, since, chances are, the leap from 128 to a million users at this point may appear unreachable.

Of course, each round of doubling your users will push you to be more and more inventive, while allowing you to always see your user glass as half full as opposed to nearly empty.

“Doubling To Infinity” will allow you to subdivide your goals into 100% doable tasks, the goal setting structure I have often used in the past.

Surprisingly, in my experience, doubling my users to, let’s say, a couple of thousand took less effort than doubling from 50 to a 100 (a task that also seemed impossible at the time).

Thinking in terms of graphs, this is how “Doubling To Infinity” strategy looks visually:

ladder-edited

 

One user, one measurable step at a time, doubling your users from 64 just 16 times will get you to a promised land of milk, honey and over 2 million users.

Don’t let the opportunities pass you by. You are who you are. You do what you do. And if you plan on doing something, I urge you to do it now.

 

Sincerely yours,

Max Azarov
“Authentic Spin,” Author