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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

 

addtocart-amazon2

 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

 

addtocart-amazon2

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

When I came to America with just a few hundred dollars in my pocket, I didn’t yet understand the full potential of what it means to build an American dream from scratch. I didn’t know that an average Joe like myself had the capacity to make thousands, and later, tens of thousands of dollars in a single day as a part of my journey of consistently learning from, and building on both positive and negative experiences.

So, How Much Money Do You Need To Start a Startup?

Is it $5,000? $10,000? 100,000? 100 million?

What if I told that the amount of money you need to start your own business equals to, precisely, whatever you have in your bank account + however creative you can be to get the rest of what you need to get your startup going  ($0 in additional costs) + whatever experience you can bring to your business ($0 in additional costs), plus the cost of knowledge you will gain in the process.

I will explain.

A startup with $100MM does not have to be nearly as creative as a startup with only $1,000 to play with.
Similarly, a person with $1,000 in startup money will have to bring a lot more experience to, and be willing to learn a lot more from running a brand new startup:

before

 

10 Startup Courses (and Lessons I have Learned) at My True Alma Mater, “The Experience University”

Of course, the “knowledge” part can be a tricky one. During just the first few years of my startups I racked up a pretty hefty tuition fee payable to my true Alma Mater I call “The Experience University” (disclaimer: “Experience University” is not an actual university :)) The following is a short list of some of my pretty expensive “courses” I took at the “E.U.” while paying to the tune of hundreds of thousands of dollars in lost revenue and unnecessary business expenses (while the lessons below are real, course numbers, of course, are not :)).

1. Being Authentic 101 
A real life lesson where I found out that selling unique, authentic product(s) is the best way to maintain control of my pricing and profit margins. Startup that is founded on a unique/authentic product is, generally speaking, much more likely to succeed. Selling a high priced, unique product is much more rewarding and keeps your anxiety level within the normal range :). In addition, whenever you sell a product that is neither unique nor authentic you run a risk of competing with others over increasingly slimmer profit margins, thus automatically running a risk of losing your business.

2. Don’t Start a Business Just Because Someone Thinks You Should Start A Business 101
You can easily get yourself in a total disaster of a situation by jumping into, let’s say, a social networking project, or a brand new coffee shop business, expecting it to work just because it worked for someone else. Or perhaps because your friend told you that coffee shops in general make a lot of money.

3. Your Product Does Not Have To Be “Disruptive” to be Unique 101
Most of the billion dollar ideas (i.e. Facebook, Amazon.com, Google.com, Chobani Yogurt) are not all that “new” and not all that “unique.” All of them are slightly modified versions of products/services which already existed in the market at the time they were introduced. And yes, it took me a lot of valuable time to determine how much modification is needed for my product to be in demand.

4. Not Waiting On Others 105
Another real life course where I learned not to spend so much valuable time waiting on others instead of taking a lead and proactively doing a lot of the things (sales, etc) on my own.

5. Just Because You Have A Business It Does Not Mean It Will Make Money 201
Strange, but true. Going to work early and staying up late while working on your business does not equate to making money. What I have learned was the fact that one type of businesses is more likely to succeed and make more money than others and, ironically enough, the businesses that are likely to make more (a lot more) money, typically, require less (a lot less) work.

6. Being Your Own Boss Does Not Always Make You Free 205
Pick a business that does not tie you up to one geographical location. If you do not follow this advice, say good-bye to your travel plans and vacations. When planning a business, choose one that can be eventually managed via your phone and a laptop. I call it “The Agency Model.”

7. Many Already Have A Best Selling Product Or Service To Sell. They Just Don’t Know It Yet 305
Most of your business and life experiences can be packaged and sold by turning it into a new innovative service (consulting, graphic design, brokerage, a book, etc) or an innovative product (actual physical or software product). The problem for so many is not the lack of experience, it is the inability to turn experience into sellable packages and eventually into actual dollars. (Read my book, Authentic Spin, to find out more).

8. You Don’t Always Have To Spend Money To Make Money 401
Marketing can be very costly. Or it can be very cheap. It all depends on whether you are willing to spend some time learning how to do it. If you do it properly, you can get unlimited leads at very little cost. Yes, I am talking about online marketing.

9. Nuclear Sales Funnel 405
Don’t spend another dollar on advertisement until you can be sure that the sale of your product to just 1 customer will bring 2 more to your doorsteps.

10. Life Goes By Fast: The “Now” Method 410
From the time we are born util the time we die, only one moment matters. This moment is called “now.” Yesterday cannot be changed and tomorrow is not guaranteed. So if you want to start something. Start now.

 

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

 

addtocart-amazon2

 Contents:

Listed below are the actual chapters of “Authentic Startup: 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

 

addtocart-amazon2

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

There was a point when I became an addict.

A “hashtag-contentmarketing” addict.

A “hashtag-contentmarketing” addict who became convinced that in this day and age building a business without content marketing is all but a mute point.

I became an addict who I tried to read all about content marketing on Twitter. I paid my “hashtag-contentmarketing” and “hashtag-marketing” dues by scrolling up and down through various blogs with “marketing” tags while occupying that coveted table next to the only outlet at my Barnes & Noble bookstore.

I did all of this to accomplish one thing. To be a better “hashtag-contentmarketing” person. And to do this I needed a “hashtag-perfect-content-formula” that works.

 

The “Perfect Content” Formula. The 4 Elements.

By the time I was done, I have ended up with content creation formula that consisted of 4 elements:

combined

 

handThe Links:

(For convenience sake the links are here):

Fact browsing:
www.factbrowser.com

Images:
www.shutterstock.com,
www.dollarphotoclub.com
www.clker.com

Infographics:
www.infogr.am or www.easel.ly

 

The Dilemma

Now, after figuring out the “perfect content,” 4-element formula I had a dilemma. It appeared to me that a pretty heavy percentage of blogs I have encountered already, more or less, followed a similar formula and yet, their content seemed dull, not very useful and, quite frankly, not particularly interesting.

The reality was, I came to conclude, there is a definite threshold  to how many articles titled “7 Reasons You Should Add Images To Your Blog,” and “5 Reasons You Should Use Captivating Headlines” one can scroll through until thoughts such as “What am I doing here?” begin to creep in and a Starbucks girl washing floors under the table next to your politely tells you that it is already after 10 p.m and it’s time for you to leave the premises.

For the sake of my time and my own sanity, I concluded, when it came to most of such blogs, reading the headlines was sufficient.

And yet, the dilemma remained. How do I adjust the “perfect content” formula so that the content I write does not appear dull, not very useful and, quite frankly, not particularly interesting to anyone, myself included?

 

The Fifth Element

Over time, the revelation I eventually came to, was that just like any good formula, my “perfect content” formula was lacking a key variable.

I call this variable, the “authenticity variable.”

Since I have already spent a great amount of time defining “authenticity” in my book, I will say only that one of the definitions of authenticity has to do with being able to trace an item (tangible or intangible) to its original source (the author).

When it comes to writing or blogging, staying authentic means that your content should be unique enough for your repeat reader to be able to determine you as an author prior to scrolling down to see your name, whether by developing a distinct point of view on a niche subject, attaching your blog (or a video blog) to your life story,  a unique manner of writing, or a unique visual representation of your blog, etc.

No matter what you are trying to promote or share,  and no matter how many images and how much infographic content you use, content marketing should revolve around what I now call “The Fifth Element:” incorporating your unique and authentic take on a particular subject in each post, independent of how popular or unpopular it is.

And no, I am not talking about you being the center of the universe, I am merely talking about your viewpoint, your own (not someone else’s) trials and errors and your own experiences being the center of your blog. Thus, a blogger who never ran a business should never write about “7 Steps To Run a Business,” just like a blogger who never had to hire employees should never write about “7 Steps To Hire A Great Team.” This is unauthentic, laughable, always obvious, and always detrimental to blog’s credibility.

Yes, you can follow the 4-element formula to enhance your content with facts, infographic and images, however, the idea that you should blindly use factbrowser.com to search for something interesting to write about (just because you yourself have nothing to write about), or the idea that you should be using infographic  just for the sake of infographic to be successful at content marketing is, essentially, a virtual equivalent of trying to use vague titles, complex plots and never-ending sentences to replicate, let’s say, the success of Dostoyevsky’s novels.

handThe Takeaway.

Do tell your story. Do reveal who you are. Do share your mistakes and what you have learned from them.

Do use images. Do use captivating headlines. Do use facts.

Do NOT create content that does not have your own take on a subject.

Do NOT attempt to replicate other blogs as by the time you start thinking about copying someone else’s content, it has already been copied many times over.

If you have something to say – say it. If you don’t have anything to say – don’t. If you like what you see on someone else’s blog – retweet, like, and move on, don’t clutter the internet by trying to create more and  more copies of what is already out there.

And finally, stay true to yourself and your don’t get sidetracked by what others are up to.

 

What Was Your Experience With Posts that are Authentic (offer a unique point of view of an author) vs. Non-Authentic (re-written version of someone else’s blog)? Please let me know by commenting below.

Authentically yours,

Max Azarov, “Authentic Spin,” Author

I have recently read an article about “the right way” to start a startup. It had a list that included having a great team, sufficient financing and a plan for “monetization.” I am pretty sure it was a true eye-opener for those who were ready to launch their startup by hiring an unruly team, no financing, and no plans to make any money (sarcasm).

Yes, you can find an amazing team of developers and you can also be a step ahead of your competition by thinking “monetization” first and, in fact, you can read every major book about a startup and funding and yet, NONE of it will ever matter until you have the key component of your startup: quality audience.

But before we discuss the significance of having a quality audience for your startup and offer a few clues to your audience’s whereabouts, let’s talk about a very sensitive startup clock that makes having the quality audience a priority #1 prior to having your startup go “live.” I am talking about the ROI Clock.

 

The ROI Clock.

What many of new entrepreneurs don’t realize is that the proverbial ROI clock starts ticking as soon as the very first dollar is invested into developing a logo, making your very first set of business cards, your website and that state of the art software to run your business. At this stage, many new businesses don’t make any money and yet the business expenses begin to pile up, one charge after another.

 

Googlenomics of Today: Bidding Your Small Business CPC Against Multi-billion Corporations

It is true that Google Adwords can quickly resolve your audience problems. And yet, it is also true that in today’s Googlenomics, based on its system of more and more competitive bidding you may end up “competitively bidding” against multi-billion corporations that have no concern of whether to spend a $1 or $100 per click, as long as it puts them on that coveted front page of Google.

As your costs per click begin to add up, you may begin to wonder if the startup game was worth it (as was the case with some of the app developers I met some time ago) and if there was anything else you could have done prior to having your startup go “live.”

 

A Social Marketing Structure Designed to Save On Costs Per Click.

As I have learned from my own experience, there are at least 3 things one should do (especially prior to having a business go “live”) to save his/her company or a startup tens of thousands of dollars by building a true and engaged audience at minimal cost prior to, or while building a new business. All have to do with maximizing social media as a part of overall marketing strategy.

Start Building and “Working” a Twitter Following In Your Niche (Higher quality, free contacts)
It is  just now, after years of complete denial, I only wish I could tell you that I have started Twitter years ago and now I have tens of thousands of followers. I haven’t. I did start setting up Twitter accounts for all, myself and my clients just a few months ago and at this point, all of the accounts combined can start bragging about finally getting thousands of highly engaged followers who are noticeably contributing to our overall website registration rates and email signups at NO (or very minimal) additional cost.

Start Niche Blogging
After spending a good amount of my “younger” years in a highly regulated pharmaceutical world I was, at least initially, against blogging as a form of marketing altogether. In fact, the idea of blogging as a part of a marketing strategy for a very long time appeared to me, to put it politely, not very serious. As recently as several years ago, the idea of blogging away at a local Starbucks always appeared to be an activity more suited for someone who doesn’t really have a “real” job, or “real” marketing strategy.  If I could drive thousands of visitors to my and my clients’ websites using a proven formula of Fine-tuned SEO combined with an ironed-out adwords campaign, why bother changing things, right? Wrong. Because ironed-out Twitter+Blogging campaign has a potential to drive even more visitors at NO (or very minimal) additional cost.

Start and “Work” your YouTube Channel
Ok, unless you have an extremely engaging content, or you already have a pretty big following, trying to build your YouTube Channel from scratch my appear like a daunting task, and yet, there are 2 things to consider.

  • Properly structured video content will lead users to your website and, eventually, to your product at absolutely NO cost.
  • Even, if your content is not engaging enough to  become viral, the cost-effectiveness of YouTube AdWords ads when it comes to driving traffic to your website in my experience significantly exceeds that of using plain, non-YouTube text ads.

 

Old Model vs. New Model.

Overall, to me this blog is personal. The formula for  building an engaged audience for my businesses and businesses that work with us has been irreversibly changed. While just several years ago, most of our efforts were focused on SEO and Google AdWords with minimal efforts put into blogging and Social Media, today our strategy had a 180 degree turnaround:

OldModelvsNewModel

 

What Was Your Experience?

Are you on Twitter? LinkedIn? Instagram? How did it help (or not help) your business and your marketing/sales strategy?

Look forward to hearing about your experience.

Authentically yours,

Max Azarov, “Authentic Spin”  Author