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This is a partial transcript from an interview with Neil Long and Nicola Cairncross all about how she helped her Jazz singer sister market herself online from scratch, with virtually no budget.

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To hear the complete episode on Blog Talk Radio CLICK HERE

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This is Neil and welcome to your Online Profits Radio Show. 

Now I do believe that we are going to be talking to the lovely Nicola Cairncross today. 

Nicola Cairncross is an author, a mentor and she is running the Money Gym, she is an entrepreneur. 

She has left corporate world is now a  complete success as a public speaker… entepreneur and author.

 We are going to be talking to her on the show today on the subject ‘how to market yourself basically from scratch with nothing’.

 Loads of us have heard about internet marketing.  Loads of us have probably seen the sales letters, they promise you people have this $47 product, press a couple of buttons and money will flood into your bank account like a tsunami.  Well, I haven’t seen that many tsunamis to be honest with you but I have seen lots of people complaining on the forums about the lack of cash coming into their accounts.

   So we are going to be talking about talking some of those problems, all about information overload, I mean how can we solve that, what do you study first of all and then how do you schedule your time – what strategies can you do to make the most of your time?  Otherwise, you’ll find yourself overloaded, sitting in front of the computer screen, failing like you are banging your head against the brick wall and perhaps it’s just a nightmare if you don’t do it right

Now we have Nicola on the phone – hello.

Nicola:     Hello Neil, how are you doing?

Neil:         It’s working.  It’s working – marvelous.  The technology is working and we are live to the world.  I have been telling a bit about the information overload.  Once you’ve got the information how do you know it was good information and then how do you know which bit of information to use and then this technical understanding – I was once in an internet marketing seminar and they showed this kind of a spider map called mind-map, I wonder what that was, but all the things you had to do with their business, it was absolutely overwhelming.  We like to try to run like an international corporation all by yourself.  People don’t realize there’s an awful lot to it and just because it’s online it isn’t something make you any different from the task you have to do when you run an offline business and some people learn that, including me, the hard way.

 So we are here to really help solve people’s common problems, recommend stuff – products and services that are going to help you out, save you time and hopefully make you more money.  That’s why it’s called your Online Profits Radio Show.

   We’ve got about 25 minutes and I want to get as much content in as I possibly can to give as much value as I can.  So I want to throw this over to you Nicola – the woman that does everything – entrepreneur, public speaker – ans a mum, mentor, I mean you’ve been in this game for a very, very long time.  You escaped the corporate world, broke out on your own, we know fantastic success and you know, looking at the way you’ve done it, it’s all pretty impressive I have to say.

 So I am going to shut up now and just really get you to spill…how to use internet marketing to launch anything from scratch.  So using that as the premise, as our starting point, go for it.

Okay, well first of all I called in on Skype and I think that Skype button if anyone wants to join us and it was really easy.  I just pressed the Skype button and it did the rest for me.  So that was really good.

So yes, welcome questions on this one and I’d like to step out starting to use internet marketing for any…because I came from a marketing record label background on the internet marketing.  I didn’t come from the background of building a list, selling your list stuff through an affiliate link.  I used the internet marketing techniques to market our record label first and then my coaching business.  So I am used to marketing real businesses online from scratch.

Recently I was having a bit of a challenge because I got a singer sister, who I know you talked to Neil, I heard a bit of, and she is a classical opera and contemporary singer.  She sings, travels the world singing in, in the best places really with people like Steve Reich who is just celebrating his 75^th birthday this year.

So she has got up to the level of soloist Steve Reich and people like that, and she has found with Pat Metheney and Dizzy Gillespie and all sorts of really cool people, but she still is subject to the vagaries of the classical singing world. …..

…..In that there are three or four fixes who fix all the big sessions, they fix all the big TV sessions, they fix all the big film sessions and film and adverts really have classical singers make their living because they certainly don’t earn enough from the classical performances to pay a good living, that’s for sure.

So she was saying, “I am really worried about next year.  I am getting older and kept a low voice, so I am in bond with the Sopranos and there’s more of them.  So I am in a bit better position, but still big gaps in my diary that connects these”, so I said, “Well what would you like to be doing”, and she started turning out what all things she could do to make money in between. 

She only does a bit property investing and teaching but she said, “What I really want and like to be doing is promoting and singing my own stuff and touring with my own staff”, and so I said to her, “Why can’t you do that”, and she said, I don’t have an album”, and I said, “Why, but you’ve got an album”, she said, “I don’t have any money to put an album together”, because you always get signs Neil, as you know, buy a big record live, then they take about 3x a year, each of them, and oh, you have to self-fund everything and Heather just wasn’t in a position to do that.

    So I said, “Well okay, so why don’t we just act as if…why don’t we just start mind mapping what it would take to put together a debut solo album?”  And she tells the story actually of how it all came about on her blog at www.heathercairncross.com

 Because that was one of the first things I said to her is I said, “Even if you had an album Heather, you’ve got nobody to sell it to.  You’ve got hardly any friends, you know, you’ve got your friends on Facebook but you haven’t got a big following on Facebook.  You haven’t got mailing list”, she told me, “Yes I have”. 

  I said, “Well what was your mailing list”, and she told about 159 of people who’ve come to gigs, the jazz gigs, and I said, “Well that isn’t really a mailing list, is it?”  I said, “You haven’t really got … your website’s okay but it’s not doing anything useful like collecting names and emails or selling anything”.  I said, “If we could just get an album made and you could just sell one or two albums a week, or four albums a week, that would be a really nice supplementary income, and the best thing about that part of income is it’s steady.  It’s not subject to the vagaries of a fix.

  So I thought okay, search into this to get let’s swap you your website which was a static html website over on to WordPress because that in part is more search engine friendly, and I said I know the people…she tells such fabulous stories – .  She told me three or four of Susan Boyle sessions and I am sure that people want to know about that.  She has sung in a major film- Harry Potter film.  She has done only glue-to-the-rings films.  She does poems.  She wrote three poems this year and they tell great stories about what happens in the poems and I always said, “I am sure if you blogged a diary of your life of as you travel around the world, doing this stuff, people would want to read it and that would bring traffic to your website and having it on a WordPress platform would make it very search engine friendly”.

  So instead of moaning about an empty diary and going out for the coffees and doing the gardening, which is what she used to do, bit of painting, desk writing, she started creating a WordPress website and she started blogging about the stories.  She don’t know again what to read and what not to, and she was always so terrified about what her peers would say because in the creative industries, when you are an artist or singer or musician or whatever, it’s not done to be too self-promotive ……

Nicola:     Well, because they feel that if you put yourself forward in a marketing and promotions way you are implicitly saying ‘you are better than everyone else’.

Neil:         But then we got to promote ourselves.

Nicola:     Well you and I know that obviously and I think radio stars are a bit better at it because they become celebrities too, don’t they?  But…

Neil:         It sounds like a real sort of pseudo humility – do you know what I mean?

Nicola:     Yeah, but it’s real.  It’s not pseudo.  They will feel humble about their skills because they are surrounded by brilliant people all the time so they don’t…I mean Heather sings with the best singers in the world.  So to say that she…she started promoted herself heavily, it’s almost saying, “Well I am better than you guys”, or “I deserve more attention than you guys”.  It’s interesting, isn’t that?

 So I talked a lot of that in about five minutes.!

Neil:         And I was just laughing. 

Nicola:     No, it’s taken a lot longer I am sure.  I have had to use quite a few coaching skills on that one but the thing is I said to her, “Okay, you can either care what everyone thinks and worry about whether your peers are thinking you are thinking above them or you can get on and make a living.  You could get on and create something that would be a legacy of your film.  You could get in those wonderful stories off your head and then on to a blog and perhaps even into a book one day”.

  So she liked the idea and so she started blogging and we we did about three weeks – the Susan Boyle Fan Club had picked up on one of her blogs about singing to Susan Boyle and she got probably about 900 visitors to her blog overnight because they posted all this stuff in the forum and she got emails, abusive emails and nice emails and she got phone calls from radio stations around the world wanting to interview her about being on the new Susan Boyle session.

Now this terrified Heather because one of the emails said, “We don’t believe that you’ll sing on the Susan Boyle session.  We don’t like what you said about Susan and we are going to ring Sony Music and get Simon Cowell to take you off the session”.  So she didn’t even know when she turned up at Abbey Road the next day whether she was going to be allowed in the building.  But any attention is better than no attention in my opinion.  So we ploughed on and she only have nice things about people but she does write honestly and so there is quite a room for debate and discussion.

 So then summing up, she was saying, “Well let’s not do that an album, I’ll make some franchise for the album cover”.  So again, she just said to one of her friends Wayne, who is starting out as a photographer, Wayne McConnell who is a local Jazzer at Brighton, he said, “I want to take some pictures of people, fill out for photo”, she said, “Okay, well I am thinking of doing an album so I’ll make the pictures”.

 So we went out down the street from the studio in front of a bunch of beach huts and got some pictures done, and then literally, I think it must have been the following week, she was singing at standing Jazz club and one of her biggest fans Tom Chapman, came up to her and he said, “Did you realize that in that gig you said that the drummer had an album available to sell it back”, the pi anist h

ad an album available to sell at the back, only a bass player had a drummer a CD available at the back, where is yours Heather?  And she said, “Well probably you should say that  because all I have been thinking about doing one but it’s cost, you know, you have to go to a recording studio, you have to pa they musician”, and he says, “Well, if that’s all it is then I’ll help you”.

So it was almost like the Kevin Costner film, ‘If you build it they will come’, and she said, “As soon as I decided that I wanted to do an album, everything started clicking into place”, and so now Tom is putting up the money and he is saying ‘whatever you need to do it’, and she knew already.  She wanted to work with one of two pianists.

So she went to David Newton who is her other preferred choice and whom she has worked with many times before and he not only was available but he found two days in an amazing house in I don’t know, outside London somewhere and it’s owned by a chap called Ronnie Smith. 

Now Ronnie Smith who is a very Jazz pianist and he has got the most amazing piano.  I can’t remember the name Neil, just my head, but they went up there and over two days on this vintage piano owned by this amazing Jazz pianist who used to work at the Dorchester.

 They recorded 18 songs – just David and Heather, and she had taken up 23 films.  They recorded 18.  They did about five takes of each one and she came back, I am not joking, with some absolute gold and it was just awesome to sit and listen to it all.

But one of the conditions that Tom lending Heather the money to do the album was that I get involved in the marketing because he knew that she wasn’t really A, didn’t have time and B, out to the job.  So I took it on as a product launch and I was working literally from scratch because 150 emails, a website that wasn’t getting any traffic until the Susan Boyle incident, and nothing.  She had hardly any video recordings of herself.  It was pretty tragic.

So I was working from scratch.  So I started going to a Jazz jam where she is singing, recording stuff with my I-Phone.She started blogging.  Westarted getting some attention.  I  set…I set a Twitter account for her, hooked that out to the blog and used a tool called ‘Tweet Adder’.  Now I know that you don’t know about Tweet Adder, do you Neil?  So this is something I am sharing that’s a secret.

Neil:         Please tell.

Nicole:     Yeah, it’s a really nice bit of software that runs on your computer and you can actually set it to go and find people and follow them who’ve got certain key phrases in their profile.  So I set Heather’s up to go and look for and follow anyone who had the word ‘Jazz’ in their profile, or ‘Jazz Singer’ or ‘Jazz Music’ or anything like that.

So Tweet Adder runs in the background while you are working away and it goes and follows these people and after five days if those people haven’t followed you back it unfollows them, and that’s important because you’ve almost got to keep the ratio of people that you are following ideally within a 1:2 ratio of people who are following you.

So every ten people following you, you will have to be following 12 people and the idea is eventually that you get it down so that you are always following less people than following you.  But what it started to do is build up a pool of people who have the word ‘Jazz’ in their profile that Heather could interact with and this swiftly grew and it swiftly grew and every time she wrote any blog post about singing, say for example the London Symphony Orchestra, they would retweet her tweets because her blog post was hooked up to her Twitter.  So every time, you know we talked about this for your website Neil, every time she wrote a blog post it got tweeted and then other people would retweet it. 

She went to singing Cork in Ireland and the Cork Opera House retweeted her tweets and all of this had this cumulative effect of bringing more traffic to her website, and then just recently she sent me an email saying, “Look, Michael Buble’s Christmas album is out.  Look what he is doing on YouTube”, and what we found was he created a sub-audio track with 5 or 6 songs in his new Christmas album and as you were looking at the video on YouTube you were able to click different parts of the picture and it would take you to different songs, and she said, “Could we do that?”  I said, “Well, I don’t know how to do it but I’ll find someone who does”.

So we did find someone who knew how to do it and we had it up by the end of the day and as of this morning she has had 1500 views on that in about six days.  So you can see words really spreading.  She is on Facebook, I am on Facebook.  We are on Twitter.  We are on YouTube.  The YouTube video is getting most abused and it’s really starting to spread now, and we are also using social media to get to people in media stations.

Now we are going to talk about that more in just a moment actually.  It just shows what is possible on this grassroots level and…literally from a standing start, I mean I think the famous story of ‘Arctic monkeys’, isn’t it, because they are pounding so they can get the big guest signing but the big signing, but they didn’t.  All they did all from grassroots.  They did offer to social media.  The MySpace, yeah the YouTube, the Twitter and obviously it’s a very common strategy now.  It must be, because only a very, very few like you said at the beginning of this, you know, get in the big signing.

To hear the complete episode on Blog Talk Radio CLICK HERE

ALERT: Podcasting How To- sound like an authority in your niche, and market like a pro

In this episode I interview Jack Humphrey some more of Blog Success, all about podcasting how to….

Here is the next bit! It is in several short, bitesize parts for you. Enjoy! is part 2.

Neil: Before we get onto the nitty grity of podcasting how to, first a little history, and an accolade!

Your greatest success by far was the Authority Blackbook, wasn’t it? I mean that was just incredible that launched you as quite literally as an authority on the scene, I mean it was huge, wasn’t it?

Jack: Yeah, but we weren’t able to take advantage of Twitter and Facebook at the time because there weren’t all the tools so you could put right on your site. Now you can have an html plugin for landing pages where they would download the Authority Blackbook and people can comment on it.

Jack: What we did back then was we setup a blog where people had an autoresponder message after they downloaded the book, it says, “Hey, tell us what you think on the blog”, and we got a massive amount of comments doing that but it would have been so much bigger and better if the Facebook commenting was right under there. If anybody listening has seen that it basically looks just like Facebook. It’s a Facebook comment area and if you are logged into Facebook your little face, icon, whatever your profile picture is already there and when you type a comment out for what you think of that, say the Authority Blackbook, also goes on your Facebook wall, which then takes it viral.

I mean we got viral the old-fashion way. I can only imagine what Authority Blackbook comments would have been like had we had the ‘Tweet’ buttons and everything that we do today. It just would have been unheard of. In the end, so we got well over 100,000 downloads of that book and we still get about 50-70 downloads a day of that book without any…it hit critical mass. There’s so many links out there about it

now.

And then the Twitter and the Facebook stuff did pick up. We don’t do anything with that anymore; people just still find it everywhere. All the places we wrote about it, all the places that other people wrote about it on their blogs, people did reviews – lots and lots and lots of reviews came out of it and I tell you it wasn’t as much as us pushing it as putting up a really, really excellent product, and most of those things were people being moved by the product itself to do it and we didn’t have to go around and the weight of the world was not on our shoulders to get all the links that you’d see to the Authority Blackbook.

Neil: It was a fact that it was just so damn good, and you use that as a free give away to start with and then you start things on the backend of that rather than setting that individually, which is a very good strategy I thought.
Jack: Well and it is just podcasting how to. I mean you’ve got a monetization idea but you are not charging people for like my weekly radio show is free, and again which we work really hard to make it attractive and get people talking about it and that starts with taking it off of, I’d use BlogTalkRadio, taking that immediately off there and putting it on FridayTrafficReport.com and that’s my clientele right now.
The last two things I got published there that weren’t podcasts were two guest articles and I used to publish and you should when you are starting out. You should publish every day. If you are in the right kind of niche with a lot of topics, a lot of questions being asked out there by people, where you need to be providing the answers and providing link posts, things like that where you have just got a list of resources like ‘the top 10 places to do this’ or ‘top 10 tips for ______’, in the dog training thing how to get your dog stop jumping up on people when they come in the house or whatever.
Neil: So yeah, you are kind of answering the questions to get along on, thank you. It’s odd of but the original question I thought, I have this terrible tendency to go for tangents, which was how do you monetize audio content? We have established, you are a Web 2 master, we have established the tools much better than they actually were and that’s basically what you are doing, you are posting every day doing a radio show and then putting that on the post as well. You are obviously not charging for the radio content but you are finding out what people want and then creating appropriate radio content to answer the questions, would that be right?
Jack: Yeah, and I mean people will ask questions. When you start picking up a little gravity and people are starting to comment and things and you do things like you invite them to ask anything. Ask me anything about dog training, anything you want and if I choose your question I will use your name and if you want, or I’ll even link to your site if you own a website and I’ll answer it on the blog and then all of a sudden you’ve got content coming in that you can’t even handle all of it because there’s so many people are like, “Well, what do you do in this instance; what do you do in that instance?”
That’s a good niche because you can put up a post or you can do a show that answers the questions that way you think they need to be answered but if you are in a really rich niche, like dog training you’ve got millions of different breeds of dogs, you know, and just all kinds of different things. So you can only do so much in your podcast to answer questions. You want your podcast to bring up more questions. Thats a good key to podcasting how to/
In fact there was a trick that Andy Beal uses at MarketingPilgrim.com which is really a good one and it’s ‘don’t answer every question’, like know the answer to the overall question, give four or five different tips and purposely leave out one of the big tips that someone is going to go ‘Wait a minute, he didn’t say anything about this’ and they will make a comment and they’ll say, ‘What about that’ and that usually is a starter and that gets spread around because on your blog you should have a Facebook ‘like’ button and there’s a plugin for that, and you should have a ‘Twitter’ button – there’s a plugin for that, and those being separate are much more important than using the plugin called ‘ShareThis’ which is sort of overwhelming. When you click on that it’s a little green thing with two little nodules on the end. It opens up into this window that says, “You can share to all thes

e different places”, and most people don’t belong to the vast majority of them. It gets confusing and they end up not sharing as much and we have tested that.
Neil: Yeah, yeah, that did confuse. That’s an aspect that confused me. There’s so much information.
Jack: That you end up doing nothing.
Neil: Yeah, coming in all directions. I love one of your phrases, I have read one of the things you wrote, ‘it’s becoming information overlord rather than the information overload’, which I thought was brilliant and perhaps if we could talk a little bit about tools that help you head down, that laser light focus that is obviously necessary. So it’s interesting you brought out and you talked about sharing because you are right, you don’t want to confuse people. Not that people are stupid, far from it but people are easily confused. You come to the website and say, “Well, what am I going to do here?”
Jack: Right, and that you need to give them very…everything on your site is designed for desirable actions that you want people to take, like opting into your lists or clicking on a link to go to your product page or an affiliate link – I mean you have all of these desirable actions you want people to take and you’ve got to get them to take those actions with the least resistance and friction as possible. They cannot be expected to figure things out in any way; it needs to be handed to them.
Neil: Yes.
Jack: So it makes you pare things down. So the ‘ShareThis’ plugin, if anybody is using that and they are wondering why they are not getting shared a lot, it’s because it’s too complicated. It’s really, really geeky. You have to go back and remember what it was like when you started surfing the web, and you will remember that you didn’t know what all of these buttons meant and ‘ShareThis’ gives you a million buttons to click on.
Most people don’t belong to any of those services and if you are going to share on the web you are going to do it on Twitter or Facebook, that’s just where everybody is. I mean plain and simple, there’s 500 million on Facebook, there’s a 145-150 million on Twitter and those are the places where you are going to want to go to get the most buzz for yourself. So you want those buttons individually at the bottom of each post.
Neil: Right.
Jack: And if you want to throw one more in there you throw in Google Buzz and there is a plugin for that. So you have three buttons and three chances. So if somebody is really loving more than any other, they love Google Buzz then that’s what they are going to push. They are not going to probably come back and push the Twitter button or the Facebook button. You are going to get people to do one thing if anything and so when you are publishing your content just sings to them, is their muse and if they really like it, they like the tune, they are going to spread it around and that’s how you leverage your following – the traffic you are getting from the search engines and the traffic you are getting from the search engines again, to your podcast page. If you use like BlogTalkRadio or you are just podcasting on your own, you are recording stuff and putting it right on the blog, you build up a following and that following needs to know at all times that you would like them to ‘like’ ‘tweet’ or put it on Google Buzz or otherwise blog about it. You’ve got to get people blogging about your stuff too.
If you surf around in any niche you have these little movers and shakers and you are either one or you are going to be one, and what they will do to come up with content is start with a quote from someone else. Somebody came out with a blog post about an interesting dog training trick and you quote them in your podcast and in the notes for your podcast on that same blog post. You might even link to them. You are doing to them what you want them doing for you and what did they do to get you to do that? They said something interesting and very relevant to your audience, something that your audience you thought really needed to know.
So it all originates with the content. You can’t polish a turd, as we say, and so if you are just slapping up stuff and you are doing it from the sake of it, because you heard podcasting was a great way to, and it is, get a bunch of links, get out in areas that most people don’t th ink to market

in and add really quality different kind of content and especially different mode of delivery to your site, then you can do that. You can’t just go through the motions; there’s got to be good stuff and if it’s good stuff then that’s what gets passed around and getting it passed around, you have to make it very, very easy for people to do that.
Neil: Let’s just destroy the myth that you can just put aside that, put a few plugins on to something and little too much to go far and to make you a millionaire of the night because that’s the impression you would get from some of the websites out there. I mean like you say, it’s got to be good quality stuff, the tools. Of course the tools are secondary to the good quality content. But if you want to make your own podcast it certainly can’t help you.
Jack: And don’t confuse good quality with you’ve got to be able to produce a podcast like Neil does with all the bells and…that’s not the quality, when you create your own podcasting how to – The quality is the information and it’s more specifically answering questions that desperately need answers, that people have already been out there going I wish somebody would just break this issue down for me or keep me up to date on the latest information in a certain area and do it in a way that…you know the way that you do it is not as important as that you are doing it and that you know where to find the content that people really want, the ideas for content that people really want to know about. This is the key to podcasting how to.
Neil: And how would you find that if you were researching on these? I mean so we have established beginning user with the podcasting as our mode of delivery, we’ve got some good tools in place to do it, we’ve set ourselves up on BlogTalkRadio, we’ve got the right plugins but then how do we go and find good old niche finding in the very beginning – how do we get that there?

Neil: Thanks so much for agreeing to do this. What I want to talk to you about Jack was you have a very successful – if busy internet business, and radio show , and a blogging master-what I wanted to really focus on was how you get your audio and market it on the blog and with Web 2.0 (Social media), and how to make a successful business model out of that.

Jack:

Well, I did it kind of backwards in a way, I mean I did the FridayTraffic Report.

com was a blog that was mostly text-based original content and what I call foundation

contents. In every market you need to have content on your site that people expect to see.

So if you have a site about dog training there are pieces of content that everybody needs to have on the site. It shouldn’t be all the same. It should be original content but it should be, if you are on a dog training site you are going to want to see that they have all the different aspects – puppy training, leash training, paper training – all these different kinds of things which make up the foundation content. Every dog training site should have that foundation.

That foundation content gets you rankings to start and gets you the respect that you need when people land at your site that you are an authority in that niche at market, and that’s basically what I did for a couple of years on Friday Traffic Report. I just blogged.

If I was to start over with the idea of having a podcast right from the very beginning I would do the same thing. I would blog as much as possible. If you really are honest about your niche and you have chosen a good one, that’s really good version and topic range and all the different things that you can do then you will have a lot of things to write about or have written, outsource it – however you want to do it. But that’s not just doing keyword research and saying ‘this is what I need’; it’s also doing competitive research with people who are already out there doing this stuff who probably have the popularity that you want at some point and looking at their best pieces, the ones that get the most traffic, using compete.com and your Google Tools and things like that to analyze.

There’s a really good tool actually for analysis. It’s at SEObook.com, that’s Aaron Wall and he has got a really cool SEO toolbar that can tell you a lot about every individual page that you land on with your competition and go ‘wow, this content really got a lot of lengths’, you can see the comments without having a toolbar, got a lot of comments interaction.

You can also analyze how many times that was ‘retweeted’ and ‘liked’ on Facebook. Typically that will be writing your phase-2, that’s widget’s report back on that and then those…

Neil: Can you just explain ‘retweet’ quickly for the benefit of those that wouldn’t understand that, what does ‘retweeting’ mean?

Jack: Basically it’s when someone grabs a piece of content on the web and tweets about it and usually your blog should be set up with a plug in and there’s many plug ins that do this but when you are working with WordPress you just go into the ‘plug ins’ database and do a search on Twitter and you will find every plug in that does anything with Twitter. Most of them do something to connect your blog to Twitter and so you are the one who is actually putting your content on Twitter all the time. Every time you post it goes up on Twitter.

And ‘retweets’ are when somebody goes ‘I like this enough; I am going to retweet it’, that means they pass it on to their followers by retweeting and it goes on and on and on like that. Their followers can do the same thing and it can get viral sometimes. So that’s retweeting.

‘Liking’ is Facebook and that’s when people click the ‘like’ button. Everybody is familiar with the ‘like’ button now and what happens there is same thing.

More in part 2.

How do you come up with content because I am starting to get the impression that there’s almost a way of making this like a demonstration of continuous motion.  We find things to talk about; we find people to interview, convert it, get traffic from it, which draws people who have got stuff to tell you.  I mean is it like that?  Is it like a perpetual motion machine?

Nicola:       Absolutely Neil and that’s why I call my company the Business Success Factory because I wanted to make people realize that business success can be systemized.  It can become like a factory and production line and people, they sort of don’t like that idea – because they think ‘oh well, we know there is no entrepreneurial spirit or anything’ but the thing that having systems in your business does for you is, you know, I am still a one-man band.  I am just trying to take on the first apprentice and I am outsourcing bits

and pieces here and there but the thing about having systems means that you could get on the exciting fun stuff but you need traffic to convert to a mailing list, the mailing list you could sell the things to and you could get feedbacks.

So for example, I am just about to launch a very short, sharp, shock coaching program 4 weeks – very affordable and I got that idea from talking to our list about what they want because there’s a large portion that can’t afford my up market  mentoring programs but they really did well, a nice little short, sharp shock.

So that’s I wouldn’t have got that I do if I hadn’t been talking to our list about what they need.

Neil:            Interested about yeah, communication – different levels of, yeah.  So you would recommend podcasting as a good medium of communication and easily done.

Nicola:       Yeah, one of the easiest because everyone can talk can’t they, not everyone can write but everyone can talk and everybody can interview people so even if you have got a little blog, a little website, but still get to need traffic and it’s about a particular topic, you could identify your top ten experts in the field and go and interview them on the telephone for an hour each, not only could you then transform that and get it on your blog but you could podcast

it and you can turn it into video for YouTube and then you could make a little product out of it from your website.

Neil:            Well thank you for this wonderful information.  What about transcripting – is that expensive?

Nicola:       No, I have got a lovely lady in the Philippines who I thought was called ‘Aa’ because whenever she wrote to me she just signed herself ‘Aa’ and it turns out that’s actually her initials and I think pulling her off at last.  But she cost me about $10.00 an hour for transcription.  If I send her an hour’s worth of audio it costs me $10.00 to get it transcribed and she has got used to my little colloquialisms now so she comes back very accurate indeed.

Neil:            Yeah, well thanks so much for sharing this information with us.  I am off to do exactly that to follow your advice to the letter.  So Nicola Cairncross, thanks ever so much but before we go because this is going to be on my blog and on YouTube and podcasted, as you know, please give us some details about what you are offering and where people can find that.

Nicola:       Okay, I have a nice little webinar going at the moment which is called ’17 Things Every Entrepreneur Must Know to Profit in Tough times’ and you can find that at www.NicolaCairncross.dom/17things

–        that’s the number 17 and the word ‘things’, so www.NicolaCairncross.com/17things

Neil:    Okay, thank you very much indeed Nicola Cairncross.

Nicola:       You are welcome any time.

Neil:            Thank you.

OK, you have heard (correctly), that podcasting is good for brand awareness, and you know pretty much how to do it. But then you realise that the search engines do not index audio – I mean, technology is good, but not THAT good. So, is it possible to leverage your work , and vastly increase your traffic? Yes, read on to learn how, this is a transcript of a conversation between Neil Long, and internet mentor and genius, Nicola Cairncross.

Neil:         …think I can get you to spill about podcasting how to and how it’s been of great benefit to you etc. and we will shamelessly transcript it and put it on the blog and please feel free to plug your wares because I know, that Nicola does an awful lot of different things, a lot of which are very, very valuable to many, many people.  So do feel free to plug away shamelessly anything you have and use this as your forum.       Ladies and gentlemen, Nicola Cairncross talking about how to make a podcast.

Nicola:       Hi there!  Thank you for having me on your call again. Shall we talk about podcast creation?

Neil:            Welcome!

Nicola:       Well, we can talk about podcasting because I have to come a massive, massive convert since you have taught me how to do it.  I did a little bit about years ago and then I just let it slip because it seemed like awfully hard work but you inspired me again and then you helped me to set the tone up and now what I am doing is I am recording most of my blog posts and turn them into podcasts and more than that, I am working on my sister’s album which is being recorded now and she is doing an album probably called ‘At last’, which is ironic, and she has recorded old standards from the 20s, 30s and 40s in a contemporary accessible jazzy style but I think that they are really intimate. Think Adele.

She had about 28 people on mailing list and about 70 followers on Twitter and a blog that she had not been blogged on.  So I am getting her not only to blog three times a week but then to read those blogs out loud so we can turn them into a podcast and then on taking those audio recordings and as well as podcasting them on I-Tunes and taking them and turn them into videos and uploading them to her YouTube channel- if you create your own podcast, you can leverage your content in this way.

Yes, so every bit of writing she does is being leveraged in three places.

Neil:            And what does that do for the traffic?  Does that literally triple the traffic?

Nicola:       Well it takes a little while to build up Neil, but when I look her stats for traffic, she was jogging along getting about 10 visitors a day since about last June or July and suddenly, in the last three months she is up to nearly 100 visitors a day.

So when you look at where it was just coming from, it is Google organic search, it is Twitter and it is Facebook.  YouTube is building very slowly but once you reach a certain critical mass on YouTube I think it’s probably when you got about 50 to 100 videos, your YouTube traffic starts to dramatically increase because your videos are shown higher in the list of related videos when other people are watching stuff that’s related to what your video is about.

Neil:            Ah, so it’s a sort of compound interest, if I may.

Nicola:       Exactly, yes.  Exactly, compound interest on traffic but the point is it’s so easy.  She takes a while to write a blog post because she likes to include also detailed pictures and things but then it only takes her five minutes to read it out loud and let me say she sounds very Radio 4!

And then it only takes me the work of minutes to put a picture on it in my movie editing software on my computer.  I let her just input the audio, put a picture on it and then save it as a video and then upload it to YouTube.  So each bit of writing is being leveraged in three ways and it inspired me to start doing the same with my blog.  Well, it shamed(!) me actually to start doing this…but it’s had a dramatic effect on by far traffic which is rather marvelous.

Neil:            All right, so what you are saying is it is not as hard as it sounds; it is easily teachable and you just brought one thing – you said you put a picture in.  I have once, see I am a bit of geek, once I get on the Movie Maker Software, I think ‘Oh, that picture would be nice’, and I turn it into sort of an epic production again.  It gets turned in Star Wars or something but really actually for the sake of this one picture would do, one still picture, right?

Nicola:       Yeah, I mean what I have done is I have created them…she has got a logo for her podcast and then I just duplicated that but changed the word to ‘Vidcast’ and so I put that at the beginning and then she always puts that tools for your pictures in her blog-post anyway.  So it’s not really very hard for me just to copy those into the movie.

So I have a 15-minute movie; she might have three or four pictures and then perhaps the webcast – one at the beginning and the end and it mainly is effortless almost because it’s working away in the background process in the movie while I am getting over the other stuff and then you just upload it to YouTube and that happens in the background too.

The key thing with YouTube is to go and write a keyword-heavy description.  So what I am doing with her things is wherever she is writing about, you know she likes to get down to John Wilson, ‘Hooray for Hollywood Prom’ and so I went and put in ‘Hooray for Hollywood’ on YouTube and I found the most viewed videos and I looked to the tags they had used and I included those tags in Heather’s video tags.  Yeah, and that’s the best way to make sure your video is get shown off to other people watching high traffic videos.  That’s a good trick for you if you make your own podcast.

Neil:            Yes, sorry I was so blown away by this internet marketing acumen.  I am sorry,

I was trying to think about three things at once but I was very blown away and that is a fantastic tip.

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If you have been struggling to learn how to start and market a business online, you may be considering getting a membership with Chris Farrell.

I have thoroughly researched this internet marketing training program, and here is what you should know.

One of the major differences that you should know about Chris Farrell’s membership program and other internet marketing trainings is that his videos are very easy for any beginner to understand. Chris completely understands how difficult internet marketing can be, and he stands alone in his ability to teach a step-by-step approach better than anyone I have seen. Chris breaks it down for his members into short videos for you so that you don’t get overwhelmed.

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When I first started trying to build my own Internet Marketing Business online I was subscribing to every list I could find, reading every article and blog, trying to learn everything I needed to, and let’s face there is so much to learn!

To be honest, this was the worst approach I could have taken, but I didn’t know any better – I’d learn bits from one blog, and more bits from articles, but for everything I learned, I had as many new questions as I had answers, and it was frustrating that no one was explaining the whole business from the most basic principles.

Building an Internet Marketing Business can be a tricky endeavor – with so much to learn, so many people telling you the “right” way to do things, so many different ways of doing things, and with ever emerging new trends on the Internet to keep abreast of, how we can best manage our time and efforts to make this business work

?

The answer, for me, was to find a mentor and become an active member of a successful community.  I didn’t want to just join a “program” to teach me the skills; I wanted to belong to a commun ity where

i could share and contribute in the collective experiences and skills of a group of people, and the program I chose was the Chris Farrell Membership program.

Who Is Chris Farrell?

Chris is (much like me) an Englishman living in the United States – Beverley Hills in Chris’ case – with his wife and hoard of dogs.  A former London Radio DJ, he now makes a full-time living through his Internet Marketing Business.

Who Is The Chris Farrell Membership Program Intended for?

When Chris started online he found that no one was teaching the basics in an easy-to-understand way, and so he struggled.  Once he got it all figured out and started to make a full time income from Internet Marketing, he thought it was time to give back and do the thing no one had been able to do for him – start at the beginning and teach everything needed to create an Online Internet Marketing Business.

This program is definitely intended for:

• Beginners in the industry
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Ok, Ok, so the last point is a stretch perhaps, but there are video tutorials of Chris walking you through pretty much any topic you can think of – everything from having the correct mindset for business, how to create your first website, setting up an auto-responder campaign, to driving free traffic from any number of sources, including Social Media – probably the hottest source of traffic right now.

If you are just beginning to build your Internet Marketing Business and are looking to get started, or just need some pointers on the business you already have, I highly recommend you check out this Chris Farrell’s Membership review, and for more articles and resource like this one, check out my Internet Marketing Blog.

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Learning how to make money online and eventually build an Internet marketing business is a lot like going into college. The Chris Farrell Membership is definitely a place where you can learn how to be successful in setting up your online business. In this article, we’re going to take a look at some of the clear benefits that you’ll get when you join Chris Farrell’s site.

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Getting started with Internet marketing is really tough if you’re doing it by yourself. That’s why it’s very helpful if you have a group of like-minded individuals that you can talk to. That’s why you can also get access to their forum. You’ll notice that there’s a dedicated forum moderator that will attend to your needs.

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