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The Pay-Per-Click Advertising Experiment with Odell Bizzell

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Quote: “Really, people want to be supported more than anything. So, if you have an offer, make sure that you let them know (and are clear about) how they will get supported.” Odell Bizzell

Have you previously or are you currently using paid advertising? Most of us in the speaking world have, but have you ever put down some serious money to find leads? On this episode of The Wealthy Speaker Show, I am thrilled to welcome back my friend and client Odell Bizzell to share how his pay-per-click advertising has yielded him his investment back several times over and a few missteps you will want to avoid.

Odell Bizzell is a nationally known blogger, speaker, author, and entrepreneur. While in high school, Odell started a small candy retail distribution center that earned him over $75,000 while earning an academic scholarship to college.

 

Read Full Transcript

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Jane Atkinson: Well, welcome back everyone to the wealthy speaker. Podcast as you grow your speaking business, you start to think about expanding on how you get found by buyers. And today we want to talk about

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Jane Atkinson: other kinds of marketing, maybe like paper click advertising. Now, my friend Odell was talking about this on Instagram, and I asked if he would come back on the show and share his story. Odell Bazelle. Welcome back to the show.

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Odell A. Bizzell II: What's up, Jane, my friend Jane, I think I can call you my friend.

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Odell A. Bizzell II: So wealthy speaker. Family! What's going on? Everybody?

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Jane Atkinson: Oh, I'm so happy to have you back, and if you miss I'm gonna have you kind of.

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Jane Atkinson: If people didn't catch one of our earlier episodes, go ahead and let them know kind of what kind of business model you have in today's world.

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Odell A. Bizzell II: Well, yeah. So I like to tell people specifically, this helps with my parents and and my grandma, wondering how it is. I actually make money. And

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Odell A. Bizzell II: there there are 2 ways that I primarily make money, and I've been making money. And the first way is the one that a lot of us know about. That's somebody pays you to be on their stage. And primarily, when I first started

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Odell A. Bizzell II: about 15 years ago it was colleges.

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Odell A. Bizzell II: colleges, small colleges, specifically and speaking, at colleges. Then it grew to associations and some small companies. And so that's the one arm and the other arm is, and Jane, as you know, and many of your guests know when you start doing something successfully.

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Odell A. Bizzell II: you got all these people tap me on the shoulder, saying, Hey, how did you do that? Or how are you able to do that? So then I started getting paid to tell people how they can speak at colleges specifically. So those are kind of the 2

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Odell A. Bizzell II: income buckets business model that that I've come up in. And I've been speaking full time since 2013 as of this, and knowing some really other cool things, we're gonna be able to talk about

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Jane Atkinson: awesome, awesome. Well, thank you for kind of catching us up. And for those of you who may have missed earlier episodes, one of my favorite, all time podcasts that we've ever done here is called booking speeches in the college market with Odell Gazelle. So check that out, you can go into a podcast over at speaker, launcher.com, and just search, Odell, and you will find it ODEL. L. Alright. So

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Jane Atkinson: I saw something on Instagram about you. Spend in some coin like good coin on Facebook advertising. So I just thought, Hey, let's kind of look at all of the things that you've done both good and bad and kinda lay it all out there for people. So let's talk with this ad. Let's talk first about this ad spend.

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Jane Atkinson: It was back in May to December 2023. Now, how much did you spend, and how much did you make?

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Odell A. Bizzell II: Spent a hundred, $88,000 in Facebook ads, and we gross 388,000 from that ad spend.

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Jane Atkinson: Okay? And we know that when we find something that gives us. you know, one to just more than one.

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Jane Atkinson: we're gonna double down on that. And we're gonna do some more of it. So what were you after? And what kind of ads and just kind of talk us through all of that cause when your ad spend is getting up to. I don't know how much that must have been per month, but I'm sure you're going. Gulp. This is getting a little scary, I think. I'll start

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Odell A. Bizzell II: as of. We're recording this in the beginning of 2024,

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Odell A. Bizzell II: yeah, beginning of 2023,

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Odell A. Bizzell II: my wife. And we always knew that this was gonna be her passion. She was gonna go to nursing school.

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Jane Atkinson: and she had been home schooling our kids. We had our first child when we were 24.

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And so she'd been homeschool, mom, you know, doing all this stuff, cooking everything from scratch all that stuff supporting me and my business, and all of that.

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Odell A. Bizzell II: And so then it came a point. Our oldest is a teenager now. She looked at me, she said. it's my time like I have to start my career. I don't want to lose myself

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Odell A. Bizzell II: and the children, and then they're gone, and I don't know who I am. And I said, great! I said, Great baby, you do that.

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Odell A. Bizzell II: And me being the optimist that I am. So you're gonna do it. You're gonna do. Amazing. And she was amazing. But then, Jane, what had happened was then I had to

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Jane Atkinson: start doing more house. Yeah.

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Odell A. Bizzell II: I found that I actually liked it.

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Jane Atkinson: And and for those of you listening that that have been speaking for a while, you know.

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Odell A. Bizzell II: when it's busy season, you know you kinda see them and you you're gone. And then in the slow season, you're kinda like there.

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Odell A. Bizzell II: And it was just okay. I have to do something, because the family that I say means the most to me is shifting is transitioning.

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Odell A. Bizzell II: so can I be on the road 80 100 times a year now and still keep everything the way it is. So beginning of the year, I said, Okay.

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Odell A. Bizzell II: went to my wife. I said, I'm gonna get a job because we got some good money saved up.

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Odell A. Bizzell II: I could probably get a decent job somewhere.

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Odell A. Bizzell II: and I think I'm gonna do that. And she looked at me, she said, Ha. no, you're not.

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Odell A. Bizzell II: And I said, no, I said, I said, I gotta do what I gotta do like. I'll do that. You know. I can still speak on the side. Blah! Blah! Blah, she said, you're gonna be unhappy. You'll never do that figure out another way.

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Odell A. Bizzell II: And I said, Okay. and then. yeah, I'd been doing coaching on the side, you know, just people that come into my world, you know. Hey? Pay me! Pay me some money here, I'll teach you, etc., etc.

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And and that's I. Wanna kinda preface everything that I'm about to talk about. As far as the Admin.

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Odell A. Bizzell II: I had something that worked is just I couldn't, but I didn't want to put most of my time into it, cause I love speaking

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Odell A. Bizzell II: so I said, you know what? I'm gonna have a coaching offer? I was. I have a coaching offer, and I want to give a shout out to you, Jane, for just being amazing in the speaking business, helping speakers, you know, being in your world learning a lot. Want to give a shout out to Josh, ship

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Odell A. Bizzell II: incredible entrepreneur. I've come to know, and Grant Baldwin as well like. These are people that I saw in the field early on, and then they transition their businesses as well. So I said.

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Odell A. Bizzell II: Well, I guess, and I had a conversation with Josh, and he told me how much he was making with his courses, and I said.

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Odell A. Bizzell II: really, he said, Yeah, I said, Okay.

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Odell A. Bizzell II: well, maybe, I said, Josh is doing this. Maybe I can do this. And you know, then figure that out. So this is what happened. Get into the Ad. Spend part of it. I said.

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Odell A. Bizzell II: My wife and I have a credit card. I had a credit card we don't ever use. I said. I'm a spin a good amount on ads.

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Odell A. Bizzell II: and if I make, if I break even

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Odell A. Bizzell II: then I'll keep doing it.

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Odell A. Bizzell II: That was it, Jane? So that when when everybody's 188,000, I started with 3 grand on a credit card

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Odell A. Bizzell II: credit card, what was the offer Odell offer was at that time it was a 6 week

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Odell A. Bizzell II: coaching something like.

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Odell A. Bizzell II: be with me for 6 weeks.

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Odell A. Bizzell II: I'll put you in front of decision makers, etc., etc., etc. Okay? So it was it college market based? Yes. Okay. So 6 weeks to get you up and rolling in the college market introduce you to decision makers, and you're gonna get your hand held through it.

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Jane Atkinson: And so you went out on to Facebook

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Jane Atkinson: and you spent your first buy was $3,000.

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Odell A. Bizzell II: It wasn't all at once. So I I'm and I'm still doing as of this recording. Was called a webinar funnel.

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Odell A. Bizzell II: Okay? And a shout out to Russell Brunson.

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Odell A. Bizzell II: the book expert secrets. I read that book, said, I think I can do that. And the whole thing was

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Odell A. Bizzell II: post a webinar pick a day

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Odell A. Bizzell II: 3 and a half days before that. Just run ads to that event.

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Odell A. Bizzell II: I picked it. I picked it Thursday.

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Odell A. Bizzell II: Went to my ads, Guy said, Hey, this is what I'm doing. I got 3 grand. Let's break it up over the course of this, and I did it, and at the first webinar

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Odell A. Bizzell II: we got 6 people to buy which at that point it was a $2,000 offer.

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Odell A. Bizzell II: and we spent 3, you know, do the math there spent 3

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Odell A. Bizzell II: made about 12, and I said I was shocked

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Odell A. Bizzell II: at at everything. Because and here's the thing, Jane.

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Odell A. Bizzell II: I knew what I had the information of what to do. I didn't have the experience, so I was just kind of doing stuff. I'm pretty decent presenter.

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Odell A. Bizzell II: and I just did it. And then the next week, I think we have 5 people. The next week we have 4, and so is this. Now the total. Do you have to get 5 or 6. What's your total number on the webinar?

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Odell A. Bizzell II: Yeah. So I've I've kept track of every webinar ever since I started. Just because II wanted to know the numbers. And I'm not looking at the numbers right now as of this recording. But we average about 3 to 400 people that register 300 to 400 registered. So when you're bu, when you're selling ads, or when you're buying ads, you're actually

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Jane Atkinson: trying to put people into a free webinar. and then your goal is to sell them from that webinar into your $2,000 offer. And you have. This is something that's really important.

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Jane Atkinson: You have an ads, guy or girl. You've got somebody that knows what they're doing, somebody that can go back and say, Oh, that ads not performing well, take it down, do something else, tweak it, do something else. This isn't something that I necessarily know how to do, or our listeners, they may not know how to do.

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Jane Atkinson: Talk about spending money on the ad person. How much are you spending a month to have them manage this? Because usually it's a percentage of the buy right?

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Odell A. Bizzell II: Well, in in this particular case I was fortunate somebody that II knew

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Odell A. Bizzell II: just in the world. And this is why it's important for everybody. If you're a listener of the wealthy speaker, podcast get to know the people that are

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Odell A. Bizzell II: on the podcast because, a lot of us are approachable.

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Odell A. Bizzell II: Depending on who you're talking to. But I met somebody in a Speaker group that I was in shout out to a real moody, have you had a rail on your podcast yet?

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Odell A. Bizzell II: You need to get you need to get them on your podcast talk about that later. But

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Odell A. Bizzell II: I met somebody through his group when I was in his group years ago, and that guy actually went out and started running ads for some really big companies. But we had a relationship, and he was doing some freelance stuff on the side. And I said, Hey, man, this is what I'm trying to do. And I told him I said.

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Odell A. Bizzell II: I just wanna break even. I said, I wanna break even. And at that time he said, Okay, we know it's a it's a thousand dollars a month.

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Odell A. Bizzell II: and you got to commit at least 90 days.

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Jane Atkinson: I said. All right, I said. Cool, I said, as long as I break, even for 90 days I get at least I got a lot of leads, and I learned a lot. That was that was my thought process. That's so good. I love that you took that chance. So you're like, okay, I'm gonna invest 3,000 in the ad sky. I'm gonna do. Maybe who knows how much in in the ads? And you're putting your money where your mouth is.

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Jane Atkinson: and talk about the webinar itself. What was so good about it that you got 6 buyers or 5 buyers from each webinar, and you probably rinse and repeat rent, and repeat rinse and PE repeat the same webinar. But you do it live right?

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Odell A. Bizzell II: Right? Yes. So a couple of things. I I'm just following the model that that I read like I said from Russell Brunson expert secrets. So many people. If if you're listening to this and you wanna do something like this.

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Odell A. Bizzell II: you'll learn more. Then you earn in the beginning. Okay, you'll learn a whole lot more. So the presentation. I'm a really good speaker.

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Odell A. Bizzell II: It's not the same like it's

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Odell A. Bizzell II: presenting to an audience teaching them how to, you know, teaching them your your framework of leadership or teaching them whatever.

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Odell A. Bizzell II: It's not the same presentation. It's not the same engagement. So I had to learn that. I think why my offer did so well is because I gave away a lot.

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Odell A. Bizzell II: and I gave away a lot, and that was something that, and we talking about mistakes. I know earlier you said, what did I spend money on? What I didn't, but

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Odell A. Bizzell II: a mistake that I made is that I gave them everything in the kitchen sink.

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Odell A. Bizzell II: Jane. I gave him everything except for a a night with my wife and my first born, like everything, and so they took it because they were like, is he really gonna introduce us to

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Odell A. Bizzell II: 20 people that can hire speakers? Is he really going to allow us to have one on one time with him. Is he really like all that stuff? And I figured out very fast because we grew fast? You know, 5 people. That's not a lot. 6 people, 4 people, 3 people. After a month

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Odell A. Bizzell II: you got 1213 people that you didn't have before.

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Odell A. Bizzell II: And then it's like, oh.

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Odell A. Bizzell II: serve those people. Yes, you gotta serve those people.

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Jane Atkinson: Okay. So you're balancing, not giving away the kitchen sink with creating an irresistible offer.

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Jane Atkinson: And that's the piece. I think that.

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Jane Atkinson: You know, I'm trying to put my

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Jane Atkinson: myself in the shoes of a professional speaker who maybe wants to get in front of a particular audience. Let's try to translate what that might look like for them. I mean, if they're trying to get book to speak.

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Jane Atkinson: That I don't know is

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Jane Atkinson: necessarily the process that we would suggest, although running your own showcases is not a bad idea. Like, if you have this great leadership concept.

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Jane Atkinson: and you wanna put 50 people in a webinar once a quarter? That's 50 more people who could hire you. II don't think that's a bad plan. And with one person hires you throughout that whole year. It's probably worth the ad spend because we're talking higher fees here. So I mean, this is certainly something that people could be thinking about. How could I use this in my own business

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Jane Atkinson: for me? Personally, I'm thinking about our course, and you know we've done all so many different variations of this type of thing. For me, finding the perfect person to run the ads is the hardest part of the puzzle

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Odell A. Bizzell II: absolutely. And and I want to echo what you said, because I think some people might have missed it. And this is something that I encourage the people that that I coach to do.

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Odell A. Bizzell II: I often say. just do what I do that, you know, worked. And so you mentioned well, you could give 50 people into a zoom room.

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Odell A. Bizzell II: Give them your leadership framework. That's something we actually teach. Because with ads, here's the beautiful part about it.

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Odell A. Bizzell II: the the targeting. If you get the right ads person. Of course there's there's the preface, or unless you want to learn it yourself. Yeah. But the targeting of it is super interesting. You could get

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Odell A. Bizzell II: 50 people on a zoom pretty easily.

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Odell A. Bizzell II: Yeah, you don't have to spend as much as I do because of the targeting. I target the whole United States for my webinars. If you're a speaker that lives in Texas.

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Odell A. Bizzell II: you could just target Texas. Yes. or you could target Oklahoma or whatever bordering States that you want and spend less

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Odell A. Bizzell II: in ad spend. But

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Odell A. Bizzell II: show those people consistently. And you could. Also, there's other things you can do with interest. And I'm not gonna get into all the weeds of that. But it's worth looking into, because here's the the world that had opened to me, Jane.

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Odell A. Bizzell II: is that every time I come on a webinar, I say, how many, how many of you? This is your first time ever attending a live training, or ever hearing about me. and every single week people are like, I've never heard of you before. I don't really know if this is live or not like people say, they say all this type of stuff. And I'm thinking to myself, I'm like, Wow!

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Odell A. Bizzell II: These people never heard of me before, ever ever. And we discount how many people there actually are, and you can do the same thing with your with your target client, whoever that is. I have clients that have done that successfully. They run their own showcases. Okay? So let's

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Jane Atkinson: qualify a couple of things. You're running these webinar style. So everybody is off in the room, and they can chat with you, but they can't necessarily disrupt if you get some people on there who don't belong there right?

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Jane Atkinson: So that's good. The first thing that you're probably doing out of the shoot is because people aren't arriving fully cooked, fully cooked to me means that they already know, like and trust you. They are arriving raw, like raw chicken, which could get nasty if you don't. If you don't cook it up, so you then need to

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Jane Atkinson: let them get to know you so that they can know, like and trust you. So I'm assuming you're opening has some sort of credibility. Builder. How do you do that.

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Odell A. Bizzell II: So I've tried different things. And here's what's interesting about the whole model. And I'm not gonna go deep into because of time. But

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Odell A. Bizzell II: you get everybody. You get everybody on the webinar. So like you said, there's some people they come on there, Jane. to Troll.

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Odell A. Bizzell II: Yeah, they really come on there to say you don't know what you're talking about, you know, and there been instances where my team is that to kick people out. But

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Odell A. Bizzell II: they don't believe me, and and I get it. And I address that at the beginning I used to play my sizzle reel at the beginning and just have that like running until everything gets started. But I said, You know what.

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Odell A. Bizzell II: Let's open up the webinar, and I say how many I've been on webinars before, or this variation I mean, I've been on webinars before. How many I've been on webinars that promise you a bunch of stuff, and it didn't deliver

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Odell A. Bizzell II: alright cool. So this is not going to be this

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Odell A. Bizzell II: I am gonna sell you something, but I only want you to buy it. If you think I can help you

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Odell A. Bizzell II: that cool. Then we kinda get that out the way. Alright great. Then I say, this is who I am is why you should listen to me, and I don't take a lot of time. I don't take 20 min talking about my family and my background. I say I was here now I'm here, and these are all the people that I've helped throughout the course of the presentation. You'll meet some of them, cause I share testimonies and all that stuff. Alright, I already get started. And so now we're like 8 min in, and it's like y'all good, everything great.

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Odell A. Bizzell II: Let's jump into it. So I think, and if you do the webinar, if you do it in any variation?

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Odell A. Bizzell II: Addressing the elephant in the room again in this style, and that's why, earlier, I said, I had to get used to that because I was used to coming in like, all right. Got my video intro. Oh, Dale Bazill, about to come on. Yeah, everybody knows you read my bio th do the email blast, and you look me up also like they it's like, All right, dude.

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Jane Atkinson: Teach me something I don't know. That's why everybody comes to the webinar. So you have to be prepared for that folded in the back row, saying, Yeah, whatever to prove it prove it exactly. Show me something good. Right? So, okay,

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Jane Atkinson: 1 h is the webinar.

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Odell A. Bizzell II: 90 min. So it's it's about

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Odell A. Bizzell II: an hour worth of content, and then 30 with the close.

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Jane Atkinson: Okay. And how many slides would you on average use on a 90 min? Webinar like that?

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Odell A. Bizzell II: 222.

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Jane Atkinson: Oh, you're so good! I love that you love. Know your analytics like so well. 222 slides. So it's a quick move in like boom. Here's what do we doin who? Here's what we're doing? And so

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Jane Atkinson: let's talk about when you gave too much. and and what you've learned from that.

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Odell A. Bizzell II: Okay, now we're getting into so

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Odell A. Bizzell II: and this is something that everybody can learn at at whatever level of business you're at.

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Odell A. Bizzell II: We talk about. You know, you're selling the transformation and all that stuff most people they care about the result. but they also care about how they get there.

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Odell A. Bizzell II: And so what I found is in in this particular genre. Whatever it is you're selling. If you're a coach, and you want to do some some sales, or whatever

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Odell A. Bizzell II: you. You have to consider these things, too, and I'm sure, Jane, you you understand this as I go through it. But really people want to be supported

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Odell A. Bizzell II: more than anything. So if you have an offer.

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Odell A. Bizzell II: make sure that you let them know, and you're clear about how they get support.

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Odell A. Bizzell II: because that was my first mistake. I wasn't clear about that. So then people were like, Hey, Odell, I wanna talk to you. Let's hop on a call. That's that's not what it is. But I didn't make that clear. So their expectation was, oh, we're supposed to be doing this so

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Odell A. Bizzell II: and then that can create some frustration. So, being very clear with what you offer, and also understanding the infrastructure of your team. So if you're a speaker listening to this, or you're somebody that you're a solopreneur, or what have you?

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Odell A. Bizzell II: It's probably you

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Odell A. Bizzell II: a virtual assistant or 2, maybe a personal assistant with me. I have a part time personal assistant like, Who's who's a stateside?

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Jane Atkinson: And then I have some vas

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Odell A. Bizzell II: that are not stateside. And so when I was getting 5 people in, it would be nothing to have. My says, Yeah, you know. Just make sure everybody gets an email welcome like, make sure all those people get that individual attention. Well, when you're in week 5,

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Odell A. Bizzell II: and then you've got more people coming in, and you're about to usher the other people out. You're like, Oh.

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Odell A. Bizzell II: okay. Well, this person they didn't log in until week. 3. Odale. What are we supposed to do? So having the infrastructure and understanding? Hey? This is clear what I offer, and this is clear of the result that they get, and this is the last thing I'll say

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Odell A. Bizzell II: as tempting as it could be. Don't promise people the moment.

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Jane Atkinson: Hmm!

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Odell A. Bizzell II: It's so tempting because you you'll see. And, Jane, I know you're in. So you're in the speaker world. So your antennas are up, and you see, when you scroll. And you see.

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Odell A. Bizzell II: okay? Sure, yeah. Book a speech in 30 days. Liar like, sure you will. That's not gonna happen. But it's it's tempting to fall into that. Don't do it.

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Odell A. Bizzell II: I found that the more

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Odell A. Bizzell II: honest you are with your client about what you offer and the result that they get. It's a lot easier, you know. You're not gonna get as many people in the front door. But you'll get the right people once they actually get in. That's so good. And and one of the things that I've also learned over time.

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So we've run 30 day challenges. We've run 5 day challenges. and the goal is to get people across the finish line

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Jane Atkinson: quicker. So if you have a course.

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Jane Atkinson: being able to take people through some sort of small expedited version of the course to get them into. The rest of it is good, and we found that the sweet spot is kind of like the 5 day challenge. We just. And we do like to get paid for our 5 day challenge, because then people have skin in the game and they're more likely to spend money. So we're S. We said, about $47 for those 5 day challenges right now, and they're quite.

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Jane Atkinson: quite popular. We just finished one. So the other thing I think that people need to consider is everything must be automated. You wanna have an auto responder ready to go out week one. Here's what we're doing. Week 2. Here's what we're doing. Week 3. Here's what we're doing to make sure. I really like a 6 weeks something. But

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Jane Atkinson: don't you find now, though, that you need a rest after the 6 weeks, and then you start the next group later. Like, are you? Are you running them over top of each other and trying to keep track of who's where?

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Odell A. Bizzell II: Yeah, that that was one of the mistakes. So and I'll and I'll cover that a little bit. The mistakes that I made with the ads is. if you're doing any type of advertising like Jane said earlier, get a professional to do it. Yeah, if you can't afford to get a professional to do it.

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Odell A. Bizzell II: and I will boldly say that you're not ready yet. because

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Odell A. Bizzell II: if you try to do it yourself. You will run yourself ragged, and if you have a speaking business it'll fall to the side. It's just crazy. So II was fortunate because I know a lot of stuff

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Odell A. Bizzell II: to do like I've been in the marketing world. So the automations you're talking about

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Odell A. Bizzell II: I know how to do that stuff. I have a team to do it now.

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Odell A. Bizzell II: but I can better tell them like today, we're doing our Thursday webinar at a different time. I just text my team, I said, Hey, change the date on a landing page, cause it's different time. So I don't have to do it now. So with that I think the mistake that you can make is not taking a break.

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Odell A. Bizzell II: because what I did what I did, Jane, and I'll tell you I was doing 6 weeks

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Odell A. Bizzell II: for 5 consecutive weeks, 4 consecutive weeks. We made money

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Odell A. Bizzell II: that fifth week.

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Odell A. Bizzell II: I spent

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Odell A. Bizzell II: $10,000 on ads that week because I'm like, I've been making money for a month straight. Run it, run it, run it! I basically took all the profit I made and said, Hey.

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Jane Atkinson: everything! I'm a bit on black. Guess what happened, Jane?

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Odell A. Bizzell II: Nobody bought nothing. Isn't that interesting?

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Odell A. Bizzell II: Nobody bought anything I don't know. I don't know. And but because of that

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Odell A. Bizzell II: it. It created a shift in me

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Odell A. Bizzell II: cause I was like.

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Jane Atkinson: what role?

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Odell A. Bizzell II: What did I do wrong? What did I do wrong? I did this, and I did that. And so then the next week I think we made like one sale. And so then the offer that had worked in my mind it wasn't working anymore.

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Odell A. Bizzell II: Right? Cause? I said, Okay, so then I and I changed it.

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Odell A. Bizzell II: And now we're not doing the 6 weeks anymore.

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Odell A. Bizzell II: And but it it got back to working. But a mistake that I made was

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Odell A. Bizzell II: not

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Odell A. Bizzell II: gradually walking through it.

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Odell A. Bizzell II: And so it can be tempting for those of you, especially if it works, you're like, Oh, yeah. Well. yeah, let me let me put double triple.

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Odell A. Bizzell II: You might get more people. I think that week we got 860 something people to register, and we had, like 190 people show up, and when I tell you my heart was broken at 180 people.

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Odell A. Bizzell II: and nobody bought anything. I said, there's

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Odell A. Bizzell II: there's a glitch in the matrix like that

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Odell A. Bizzell II: that hurt. So that that's that's one mistake spending too much too fast, not automating, not having a team cause. That's like a 3, 4 person job like, what I'm talking about is you need multiple people to do that.

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Odell A. Bizzell II: But the the third thing I would say is making sure that you

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Odell A. Bizzell II: have one person that's helping you

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Odell A. Bizzell II: tweak what you're doing. So having a coach do it all. And, Jane, I know you've probably experienced this. People come into your wealthy speaker program like, Oh, I love Jane Atkinson, and then you're going through your calls, or whatever, and they say, well, this coach told me to do this or that coach told me to do that, and you're just like

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Odell A. Bizzell II: you gotta pick one, you know. So if you're if you're doing this in any way, if you're gonna do it to, you know, up level your speaking business, or you're gonna do it to up level any coaching or any personal consulting you're doing. Just take advice from one person because everybody's gonna have an opinion on what you're doing. They're gonna say, we, you should run this type of ad, or like.

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Odell A. Bizzell II: we spent $10,000. And it didn't work. It's like, Oh, you should do something totally different.

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Jane Atkinson: And it's like, I just didn't work that week. Yes.

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Odell A. Bizzell II: but we got 800 leads. You know what I mean? Like, there's

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Jane Atkinson: so 800 people. I wanna go back to something you said 800 people registered, and you got 180 on the line live. Is that right?

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Odell A. Bizzell II: So look at those numbers. Everybody like, think about how many people you actually need. If you want to put 50 people bums in seats.

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Jane Atkinson: Then you're probably talking 100 and

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Jane Atkinson: webinars, of course. So so there's a lot of different ways to advertise. You can advertise to sell a $20 book you can advertise to sell, to give away a lead magnet. You can advertise to give away a live event.

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Jane Atkinson: free items tend to

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Jane Atkinson: talk, talk, talk, to talk to things about that like, where do you think

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Jane Atkinson: people?

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Jane Atkinson: How much do you think people would buy based on an ad. That's what I'm curious about. That's that's a great question. And the beautiful thing about this has with this recording with 38 webinars in.

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Odell A. Bizzell II: And so we got tons of data. Once we bounce back from the week 5. I'll never forget. Week 5. Once we bounce back, bounce back from that.

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Odell A. Bizzell II: It was okay. The Webinars are working on those first 5 weeks. We didn't have automation. By the way, we didn't have when when Jane signs up she didn't get a text message and an email. We didn't have none of that. We had emails, only. So we we changed some things shift to some things. But it was also like Jane said, well.

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Odell A. Bizzell II: and 90 min doesn't seem like a lot.

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Odell A. Bizzell II: But when you're doing that every week. it's it's taxing. It's like if you had a speaking engagement every week

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Odell A. Bizzell II: that that's a big deal. So then I started selling a low ticket item, and here's what I found, and to address your question, and and a question that some people might be having. Whenever you do something free.

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Odell A. Bizzell II: you're you're you're attracting

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Odell A. Bizzell II: information seekers, which is not a bad thing, but because of where we are in this world, on the Internet and social media.

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Odell A. Bizzell II: they're just looking for free stuff.

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Odell A. Bizzell II: So if I had to do it over again. I probably wouldn't do the webinar the way that I'm doing it

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Odell A. Bizzell II: if I had to do it over again, because a lot of people want

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Odell A. Bizzell II: free stuff. Here's what worked really well, and we're actually

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Odell A. Bizzell II: up leveling this offer. The information seekers something that does not cost you a lot to deliver

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Odell A. Bizzell II: a lead, for instance. Yes.

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Odell A. Bizzell II: but sell it to him. I call it a cap, a customer acquisition product. So create something low. Ticket. 17 to 47 bucks

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Odell A. Bizzell II: that they can get a quick win. Quick, adrenaline boost! I'll tell you all what what I did, and people have actually stole my idea, which is fine. I think most ideas people take, but I gave away a thousand college leads

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Jane Atkinson: for 17 bucks.

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Odell A. Bizzell II: and with that I called a speaker leads some of y'all listen, and probably

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Odell A. Bizzell II: probably saw the the ad or see the Ad. But 17 bucks

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Odell A. Bizzell II: speaker leads. I give you a thousand leads, but also give you bonuses. How I found the leads, how you can find more leads, etc., etc. So for 17 bucks I have speakers that I know that have been speakers that, like dude, what are you doing? This is this is insane. You're giving away so much. That's what you want them to think.

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Odell A. Bizzell II: because from that list, Jane, going back to it, circling back around I was getting. I get leads every week.

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Odell A. Bizzell II: Most of the people don't show up to the webinar. So then, hey, here's the $17 thing we launched. Speaker leads in November.

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Odell A. Bizzell II: and since November we've sold over 750 units of Speaker leads primarily to the list.

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Odell A. Bizzell II: See where I'm going, so that you could have something then, and then you can have a place to ascend them too. So I would say, if if you want to attract somebody, I one of my clients, she said. I only wanna consult Ceos that want to speak better like. That's why I wanna attract, I said, cool. Don't do a webinar phone. Don't do that. Do an application funnel

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Odell A. Bizzell II: still run ads. But you're sending them to a short video, saying that this is what I'm going to help you do with. This is how you can better do this. XYZ. If you're interested, set up a call with me or my team.

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Jane Atkinson: So it's like a lead magnet. So the add leads to the lead magnet, which is the video series? Or what have you which leads to a phone call? Do you see how like

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Jane Atkinson: really mapping out what's gonna happen? First, it's this. then it's this, then it's this, then it's that I think really

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Jane Atkinson: almost like back in believe it or not, Odell. I was actually trained to be a computer programmer.

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Jane Atkinson: and we work in flowcharts with like, if they do this, then you go here. If you do this, then you go here like I. So I know how to think in flowcharts, but it's just not current top of mind anymore to me. It's not that skill has gone way by, but when you flow chart out your idea of what's gonna happen. First, second, and third, that's when things get really clear

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Jane Atkinson: and beautiful. And you do need help. Probably on the back end to make sure that it all goes well. If you have a lead magnet that you're giving away, make sure that there's several emails that follow that take people through a sequence. You wanna make sure you give them what you've said you're gonna give them. But also

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Jane Atkinson: there's an ask or something that's gonna come later on. So I'm thinking about a book is a book you're giving away a thousand leads for $17.

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Jane Atkinson: What

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Jane Atkinson: value does a book have like a tangible book?

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Odell A. Bizzell II: Tangible books? Yeah, they work.

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You have to think of how you want to fulfill it.

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Odell A. Bizzell II: If if you want to do it via email they got, you know, like a ebook version of it. You. So you could have like the ebook on the front end, and then

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Jane Atkinson: that would have to be how it goes, because otherwise, if you, I do all my fulfilment through Amazon. Well, now, Amazon gets that lead. I don't get that lead

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so interesting. I have tried

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Jane Atkinson: Odell, and failed

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Jane Atkinson: to spend money on like, because I believe that all if I get people to read my book. Then it leads to my school and coaching and all of them things that I want it to lead to right. So I just wanted to put all my money into selling books on Amazon ads.

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Jane Atkinson: But do you think I can find an expert who can help me with Amazon ads like I I'm paying people, but nobody is I I've had like 3 people who have said, I've taken you as far as I can go, and they just can't seem to get me the results that I'm after. So if you know of any Amazon ad people, or maybe your guy knows that Amazon ads. I would love to talk to you about that offline

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Odell A. Bizzell II: for sure. And and I'll say this for for Jane, for you, for anybody.

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Odell A. Bizzell II: The the beauty

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Odell A. Bizzell II: of running ads. And this actually helped me with my speaking business, too.

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Odell A. Bizzell II: because the process that you have to go through to figure out what you're going to offer. So when you go inside of any ads manager.

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Odell A. Bizzell II: they ask you, who are you targeting? What's the purpose of this campaign? They ask you all those questions, and I found in my speaking business. It helped me, too, because then I said, Oh, well.

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Odell A. Bizzell II: huh! I'm former law enforcement. So this year I'm targeting law enforcement conferences? Oh, no, because law enforcement conferences. I have a book for law enforcement professionals. Hmm, so I can.

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Odell A. Bizzell II: I can target those people, and I can advertise to those people about that. And I have a couple of those conferences coming up. And but also now I'm thinking

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Odell A. Bizzell II: I can get people on a webinar

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Odell A. Bizzell II: like there it it opens up your mind to the people that are out there to the audience, and how you can target them. And not just online offline as well. If you offer a book

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Odell A. Bizzell II: or something.

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Odell A. Bizzell II: make sure you get the contact information. I'm not a hundred percent sure how Amazon works that way. But I know, like you said, if somebody buys the wealthy speaker today from Amazon you don't.

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Jane Atkinson: You won't even know, hey, that I get them is, we have a QR code throughout the book that leads back to me. And so we do get I mean, you'd be crazy to pass up a. I don't know 60 page workbook that's free because of the QR code. So I think I get, I do get most people eventually. But one of the things you can do. Everybody

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Jane Atkinson: is, think about 3 or 4 speakers that you are similar to.

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Jane Atkinson: and your advertising could say, if people have liked this particular thing, you can narrow it down that way. So somebody who has followed a coach who's similar to me, and then they might be a good target for me somebody who has purchased another book on professional speaking. They might be a good book for me to put on my list of. If somebody bought this book, then show them my book.

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Jane Atkinson: So there's a lot of that. That you know. You should always have the name of 6 people who you probably compete with for speaking business in your back pocket because they could be helpful to you when doing advertising.

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Odell A. Bizzell II: That's a great point. And also when you're scrolling, because y'all are scrolling.

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Odell A. Bizzell II: just take pictures of the ads that

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Odell A. Bizzell II: pick your interest. And

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Odell A. Bizzell II: that's how you. That's how I come up with my creative. I look at wow! They I like that. Let me see how I can do that, you know, for my business, too, and it'll it'll help you it. You become a student of marketing

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Odell A. Bizzell II: when you when you do that. And even if if you're listening to this, and you're like man, I'm never gonna do

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Odell A. Bizzell II: Facebook ads or anything. Everybody pays to acquire customers.

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Odell A. Bizzell II: everybody. So at least

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Odell A. Bizzell II: figure out, how much is it costing for me to acquire a customer. Also. I'll add this

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Odell A. Bizzell II: when you go to a conference, and I know Jane teaches, you know, connect with associations. You can go to these different places, do the exact same thing that people do online to get business. They come to your booth. Hey? You want this free thing.

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Jane Atkinson: Let's sign up here information for sure. Sign up here and then have that automation work

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Odell A. Bizzell II: the same way. But, Odell Jane, shouldn't I pitch them about my amazing program? Sure. Do that get their information. First I get their information. Then you can reference that back. But that again. That's something that's helped me when I go to conferences. Now, Jane.

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Odell A. Bizzell II: Hey?

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Odell A. Bizzell II: Hey? Y'all y'all want this? Come over to my booth, hey? We're having a special meeting

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Odell A. Bizzell II: Vip meeting

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Odell A. Bizzell II: in this hotel room that I paid $250 for us. Right next year I'll come. It's the same. It's the same muscles and marketing muscles. And so even if you don't run Facebook as there's a lot of things that you can learn from it and and do it. And it's not a magic pill, anyway. So just know that

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Jane Atkinson: you have learned so much through this, and I appreciate you sharing it with people. Hey? Okay, so where do we want people to go who would like to know more about you, Odell. What's the best first step that people should take?

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Odell A. Bizzell II: I think the the best first step. And and I say this, and I think I've said this on most of of our interviews is stay connected to Jane. I. Jane, is

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Odell A. Bizzell II: a wealth of information.

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Odell A. Bizzell II: and she said. Y'all heard at the beginning. You list, she said we were friends, so she's my friend, but she's also somebody that's super genuine in in this business, and so she's somebody you can plug into. The best way to find me. If you want to connect with me is Linkedin.

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Odell A. Bizzell II: You can send me messages on Facebook and Instagram. But I'll let you all know I don't check those messages. If somebody checks them is probably somebody on my team

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Jane Atkinson: cause I get so many messages on those platforms now, so Linkedin is the best, is the best place to to catch me, and it's Odell, ODEL. LVIZ ELL. Okay, find Odell on Linkedin. Thank you again. I absolutely love

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our conversations, and you know, for those of you who maybe some of you said, Okay, I definitely know I'm not doing that now, but that's something that you know. I know there was some gold in here for you, even in just thinking about

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Jane Atkinson: how you reach out and get your customers. In the first place, mapping it out. Thank you, Odell, again for sharing your wisdom. I appreciate you so much, my friend, and with that we will say, See you soon, lovely speakers! Bye, for now everyone.

Highlights you won’t want to miss:

  • How Odell makes money. [1:00]
  • The ad spend was how much? [3:30]
  • The offer… [8:00]
  • Find a balance in your offer. [15:30]
  • Building credibility with a new audience. [19:00]
  • Don’t give it all away! [23:00]
  • How many people buy from an ad? [33:00]
  • Narrowing your ad audience. [41:00]

As a successful keynote speaker, Odell has been featured in USA Today, Yahoo Finance, CNBC.com, and over 200 media outlets. Odell has partnered with over 200 colleges, youth organizations, and the military to reach tens of thousands of students. 

If you would like some great ideas on how to spend your pay-per-click ad dollars wisely, you simply can’t afford to miss this episode!

I hope you’ll listen and learn.

Links:

Odell’s website
Earlier podcasts with Jane & Odell
Josh Shipp
Grant Baldwin
Russell Brunson’s Experts Secrets: Canada  US
Odell’s LinkedIn profile
Jane’s LinkedIn profile
The Wealthy Speaker School
Private coaching options with Jane

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