Quiz: What Type of Viral Content Would You Accidentally Create?
MWM Ask the Expert Generative Engine Optimization (GEO): The Next Wave of SEO
MWM Wants You to Know
Quiz: Which Infamous Social Media Campaign Would You Star In?
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MWM editors letter
Welcome to the September 2025 Issue of our monthly “Making Web Money” Online Digital Marketing magazinewhere every month we show you how real people, just like you, are making web money – online. This month we have MORE great articles and personal success insights, interviews,plussomeONLINEopportunitiesforyou.
- MWM Series on Business Help - 20 KILLER Questions to Transform Your Product and Radically Boost Profits
- MWM Interview – Chris Payne
- Rags to Riches? Maybe Just Stick with the Rags (Online, at Least)
- The Functional Strength Guide
- Start a Recurring Membership Site
- Friction Words Are Costing You Sales - Here’s The Fix
- How to Build Authority When You Have None (Without Sounding Like a Bragging Machine)
- FREE eBook - Six Figures A Year in Info Publishing
- 10 Insider Tips to Choose the Ultimate Email Marketing Platform (and Dodge a Costly Mistake)
- Anchoring Bias: How to Make Your Buyers Think Your Price Is a STEAL
- MWM Wants You to Know - Quiz: Which Infamous Social Media Campaign Would You Star In?
- MWM Q & A - Ditch the Cliché: 5 Unconventional Niche Strategies That Actually Work
- MWM Marketing CLINIC - How to Skyrocket Your TikTok Views (Even with Zero Followers)
- MWM Success Guide Copy MìLà’s Clever Conversion Trick to Increase Your Sales
- MWM Ask the Expert Generative Engine Optimization (GEO): The Next Wave of SEO
I hope you enjoy this month's magazine. Thanks for reading.
– Check out our 162 Great Back Issues of Making Web Money!
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The creators, producers, contributors and distributors or Making Web Money Marketing Magazine disclaim any liability for loss or lack of results from following the advice expressed herein.
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Joe Pulizzi & Newt Barrett
RESOURCES AND NEWS
Google’s AI Overviews Are Killing Website ClicksHere’s What Online Marketers Need to Know
Google’s new AI Overviews are gutting organic traffic, slashing clicks to websites by up to 50%. Instead of visiting your site, users now get quick, AI-generated answers directly on the search page decoupling impressions from real traffic and leaving small businesses scrambling. For marketers who’ve relied on SEO as their lifeline, this isn’t a tweak. It’s a tidal shift.
The move now is clear: audit your site so Google’s AI actually pulls from your content, but don’t stop there. Build an email list you control, double down on social media, and create direct touchpoints with your audience. SEO alone won’t save you in this new landscape you need a multi-channel strategy to stay visible and weather the AI storm.
Why Brands Are Turning Social Feeds into Mini TV Shows (and How You Can Too)
Social feeds are getting episodic. With TikTok and Instagram algorithms harder to predict, brands are swapping one-off influencer posts for serialized content that keeps viewers hooked. From Argos’ mockumentary Arghaüs to InStyle’s The Intern, these mini “TV shows” mix humor, narrative, and creator talent to turn scrolling into real engagement. Even small businesses like Little Joy Coffee saw a 40% monthly sales boost with episodic drink videos.
Long-form social isn’t just flashy it’s strategic. State Farm’s Gamerhood shows you can scale from Twitch shorts to full-blown streaming, while multipart creator series give marketers repeatable frameworks without reinventing the wheel. By building characters, worlds, and storylines, brands compete with every viral video, meme, and cat clip for attention. The takeaway: entertaining, serialized content isn’t optional it’s how you make your brand impossible to ignore.
Mark Zuckerberg's recent decisions for Meta, including halting independent
How to Run Your Business Like
Taylor Swift
Swift isn’t just a pop superstar she’s a master strategist. From her early MySpace days to her billion-dollar Eras Tour, Taylor has built a brand that thrives on knowing her audience, pivoting boldly, and keeping communication tight. She sprinkles Easter eggs for her fans, drops album teasers like clockwork, and transforms even a simple announcement into a global event. The lesson for you? Understand your customers so well that every move feels like it was made just for them.
And don’t forget the pivot. Swift started in country, migrated to pop, and kept her fanbase loyal because she leaned into growth rather than playing it safe. She doubled down on her strengths after criticism, embraced authenticity, and never shied away from making a statement political, social, or creative without losing her core audience. For your business, that means focus on what you do best, stay true to your values, communicate constantly, and don’t be afraid to evolve. Treat your brand like Taylor treats her music: Intentional, bold, and fan-focused, and you’ll see your audience not just follow, but actively cheer you on.
Post More, Grow Faster: What Buffer’s Instagram Study Means for Marketers
New research from Buffer analyzed over 2 million Instagram posts across 100,000 accounts and the message is clear: More posts = more growth. Accounts posting 3–5 times per week saw follower growth more than double, and those posting 6–9+ times a week saw even bigger boosts. Posting more also ramps up reach: 3–5 posts per week bring roughly a 12% lift per post, while hitting 10+ posts weekly jumps that to 24%. The takeaway? Every post is a chance to appear in feeds, Reels, and Explore and the algorithm rewards consistency.
But don’t let quantity crush quality. Buffer warns that content still needs to be relevant and valuable. Bombarding your audience with filler can backfire, so small marketers should focus on smart, frequent posting think high-value Reels, carousels, and photos while leaning on AI tools and creative workflows to scale output without sacrificing engagement. In short: Post often, post strategically, and let the algorithm work for you.
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This 12 month coaching program can help you feel good about every PLR purchase you've made (even those "junky" ones because I will show you how to polish them 'til they shine!). The PLR Profits Coaching Club can justify every penny you've spent. It can make those purchases worth something to you because you can put that content to work making money for you.
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This Magic Eight Ball of Online Marketing
Clever Conversion Trick to Increase Your
Sales
(And Sold for $85,000)
If you’ve ever stared at an online cart wondering why people abandon it, take notes from MìLà, the frozen dumpling brand quietly crushing it in ecommerce. Their secret? Smart, subtle nudges that turn indecisive browsers into paying customers before they even hit checkout.
Here’s the move that makes the difference: the slide-out cart. The moment a customer adds something, MìLà doesn’t just sit back. Instead, they hit two psychological sweet spots: urgency and scarcity.
Urgency Front and Center - A bright green callout shouts: “An item in your cart is in high demand. Order now to reserve your delivery. Your cart is reserved for X minutes.” The message is simple but effective: act fast, or risk missing out.
Countdown Timer - A ticking clock adds pressure, turning “I’ll think about it later” into “Better hit checkout now.” It’s a classic FOMO hack done right.
Why it works: people hate missing out. By nudging them before they even see the full checkout page, MìLà reduces decision paralysis and boosts conversions. Other brands wait until checkout, missing the sweet spot where most drop-offs happen.
The lesson? You don’t need flashy redesigns or crazy promos. A few clever UX tweaks well-timed urgency, scarcity cues, and a visual timer can move the needle big time.
So next time your cart feels like a ghost town, take a page from MìLà: slide it out, add some pressure, and watch those dumplings or whatever you’re selling fly off the virtual shelves.
Sarah Titus’s story is an inspiring example of how anyone can start from nothing and build a successful online business with determination, hard work, and a willingness to learn.
Snapchat Influencers Reign Supreme in Driving Sale
A new report reveals that Snapchat influencers are highly effective at driving purchases, outperforming those on other social media platforms. A staggering 85.6% of Snapchat users reported making a purchase based on influencer content, highlighting the platform's strength in social commerce.
This finding underscores Snapchat's unique ability to connect brands with engaged consumers and drive tangible results. As social commerce continues to grow, Snapchat's influence in shaping purchasing decisions is becoming increasingly significant.
Of the brands currently working with influencers and celebrities in sponsorship deals, 29% are first-timers, according to Sponsor United research, and the top category for deals is cosmetics and skin care, followed by nonathletic clothingandfootwear.
Instagram and Facebook are the most popular platforms for celebrities while TikTok and YouTube are the best platforms to engage influencers' followers.
Generative Engine Optimization (GEO): The Next Wave of SEO
SEO has been the backbone of digital marketing for decades but the rise of AI is changing the game. Enter Generative Engine Optimization (GEO), a new approach designed to make your content rank not just for humans, but for AI-driven search engines like ChatGPT and Gemini.
GEO blends traditional SEO with AI-friendly strategies to boost visibility in AI-generated search results. That means optimizing for clarity, relevance, authority, and conversational fluency. Think: authoritative claims, statistics, quotes, and direct answers. The goal isn’t just to rank - it’s to be understood and cited by AI.
Why GEO Matters for Small Marketers
• AI-first visibility: Your content can be surfaced by generative engines even if it ranks lower in traditional Google results.
• Better engagement: Using conversational formats and contextually rich content keeps both AI and humans interested.
• Competitive edge: Small brands can level the playing field by producing clear, authority-driven content tailored for AI.
The SEO Evolution: SEO → SGE → GEO
1. SEO (Search Engine Optimization)
• Focused on keywords, backlinks, and meta optimization to climb traditional search rankings.
• Goal: attract more organic traffic.
2. SGE (Search Generative Experience)
• Uses AI to generate contextual, interactive answers in the SERPs.
• Goal: provide richer, faster search experiences.
3. GEO (Generative Engine Optimization)
• Combines traditional SEO with AI-aware content strategies.
• Goal: ensure AI understands, prioritizes, and promotes your content.
Key GEO Strategies for Small Marketers
• Optimize for conversational clarity—write like you’re answering a real user question.
• Include authoritative stats and sources to boost AI trust signals.
• Structure content for easy AI parsing: headings, bullet points, FAQs.
• Think in content networks, not just single pages AI values context.
In short: GEO isn’t just a trend it’s the future of search. Small marketers who adapt now can get ahead of the curve, surfacing their content in AI-driven search results before their competitors even notice the shift.
How to Win Fans and Sales by Being Funny
Let’s face it no one wants to be the marketer who makes people groan or hit “next” faster than you can say “call to action.” Cringeworthy content doesn’t just flop; it scares your audience away like a cat at a cucumber convention.
Here’s the truth: Telling prospects how your product will improve their lives is key to selling but nobody wants to hear it like a boring lecture. Instead, mix in some humor and keep it authentic. If your content can make your own team laugh, chances are it’ll make strangers smile too and that’s when the real connection and sales kick in.
Plus, science says funny videos keep people watching longer. Because who’s going to scroll past something that actually makes them smile? Not your ideal customer.
Try this: Shoot a quick ad or post where you show your product in the first 3 seconds (don’t be shy, flaunt it) and weave in a joke that highlights why it’s awesome. Then, see if your audience loves it more than your usual “serious salesperson” shtick. Spoiler: they will.
Remember, making your audience laugh is like handing them a ticket to your brand’s VIP club—except everyone’s invited. So lighten up, get real, and watch those conversions roll in.
20 KILLER Questions to Transform Your Product and Radically Boost Profits Tricks Most
Marketers Miss
Imagine this true story: A marketer is ready to ditch a component from their product, thinking it’s just a bonus feature. But then, they asked one simple question to their customers: “What do you find most valuable in this product?” Turns out, that component was the heart and soul of the whole thing!
They flipped the script, made it the focus, raised the price, and – BOOM! - profits skyrocketed by 563%. That’s the power of asking the right questions.
If you want to turn your product from “meh” to “must-have,” it’s time to stop guessing and start questioning. These 20 gamechanging questions will get you the answers that can really move the needle.
Ready to discover your next big profit boost? Let’s go!
1. What is the most frequently requested feature or improvement from your customers that you’ve overlooked so far?
• This can reveal a crucial missing element that could dramatically improve customer satisfaction and retention.
2. Which component of your product do customers rave about the most, but you haven’t leveraged in your marketing?
• If you’re not highlighting your most valuable feature, it could be a missed opportunity to attract more attention and sales.
3. What problem does your product solve that your competitors overlook or fail to address effectively?
• Identifying your unique selling point can help position your product as the solution people didn’t know they needed.
4. What would make your product indispensable to your target audience?
• Finding out what would elevate your product to a “musthave” status can guide improvements and increase its perceived value.
5. How can you add value to your product by bundling or pairing it with complementary items or services?
• Bundling products or adding extra value can increase the average order value and make your product more appealing.
6. If your customers could change one thing about your product, what would it be?
• This reveals areas for improvement that could potentially increase user satisfaction and loyalty.
7. How can you position your product to appeal to a new, untapped customer segment?
• Exploring new demographics or markets can broaden your customer base and result in significant growth.
8. What is your product’s true “wow” factor, and how can you amplify it in every customer interaction?
• Identifying and enhancing your product’s most impressive feature can make it stand out in a crowded marketplace.
9. Are there any pricing strategies you haven’t explored yet (e.g., premium pricing, tiered pricing, or pay-what-you-want)?
• Experimenting with different pricing models can unlock hidden revenue opportunities.
10. What kind of content or education can you provide that will make your product even more valuable to your customers?
• Offering content that educates customers on how to use your product more effectively can increase perceived value and boost retention.
11. How can you create a sense of urgency or scarcity without compromising your brand integrity?
• Techniques like limited-time offers or exclusive bonuses can drive faster purchasing decisions without seeming manipulative.
12. What type of feedback or data can you collect from your customers that will help you iterate on your product more effectively?
• A strong feedback loop is crucial for continuous product improvement, keeping you ahead of competitors.
13. Can you create a version of your product that addresses a different pain point or use case, increasing its appeal to new customers?
• Variations of your product that meet different needs can open up new markets and boost sales.
14. How can you turn one-time buyers into repeat customers with loyalty programs or subscription models?
• Encouraging repeat purchases with incentives or a subscription model ensures consistent revenue.
15. What would make your product irresistible to your ideal customer, even if they weren’t actively looking for it?
• Crafting an irresistible offer can draw in potential customers who may not have considered buying initially.
16. How can you improve your product’s delivery or customer experience to make it more seamless and memorable?
• Small tweaks in delivery, user experience, or packaging can have a significant impact on customer satisfaction and loyalty.
17. What partnerships or collaborations could you form to expand your product’s reach or credibility?
• Partnering with complementary businesses or influencers can expose your product to a larger audience and increase sales.
18. What is your product’s lifecycle, and how can you create upsell opportunities as customers continue using it?
• Creating upsell opportunities as your customers engage with your product over time can generate additional revenue.
19. What would make your product the best option in the marketplace, even if competitors offered a similar version?
• Identifying ways to surpass your competitors in features, value, or customer service can help you dominate your niche.
20. What’s one bold change you could make to your product that would disrupt the market and grab attention?
• Sometimes, a bold, unexpected move can draw attention to your product and create a significant spike in interest.
These questions aren’t just about scratching the surface they’re designed to dive deep into your product’s strengths, uncover unmet customer needs, and reveal untapped opportunities.
Answering them will help you unlock hidden potential, fine-tune your offerings, and set yourself up for serious profit growth.
Rags to Riches? Maybe Just Stick with the Rags (Online, at Least)
Why Humble Roots Win Trust and How to Build That Into Your Marketing Profile
Marketers love to flaunt the highlight reel: Six-figure launches, Bali workcations, private mastermind retreats with champagne and drones. But here’s a twist from the brainy folks at the American Psychological Association: We actually trust people more when they come from humble beginnings not luxury yachts and boarding schools.
In a study with nearly 2,000 participants, researchers found that when someone appeared to grow up in a lower-income household (public school, part-time job, no summers in Tuscany), people instinctively rated them as more moral and trustworthy. Not just nicer but more likely to act in your interest.
So, what does that mean for your online brand?
If you're marketing online especially in a personal brand or “trusted guide” role flaunting your scrappy origin story isn’t just relatable. It’s a conversion tool.
How to Lean Into It:
• Highlight the Hustle. Share stories of flipping garage sale finds, freelancing on your mom’s laptop, or working night shifts while building your business. That’s gold.
• Avoid Over-glossing. Skip the luxury flex unless you also show how you got there. Overnight success stories without grit? Total trust killer.
• Speak like a human. Drop the jargon and speak plainly. Polished-but-raw wins hearts.
Bottom line: You don’t need to pretend to be poor but positioning yourself as someone who earned their way up builds credibility fast.
If your audience thinks you’ve faced real challenges (and didn’t just “scale effortlessly”), they’re more likely to trust you with their attention, money, and loyalty.
So go ahead dust off that “how I started with nothing” post. Your past might just be your strongest asset.
How to Build Authority When You Have None (Without Sounding Like
Bragging Machine)
Building authority in a crowded market can feel like showing up at a rock concert with no instruments. But here’s the thing: you don’t need to rattle off your accomplishments or wave around your "expert" badge. In fact, bragging tends to push people away faster than a Wi-Fi password at a coffee shop.
Here’s how you can build authority in a way that’s way more effective, engaging, and dare I say likeable. Ready? Let’s dive in.
1. Solve Problems, Don’t Talk About Yourself
Nobody cares about your resume, no matter how shiny it is. They care about the solution to their problems. Instead of talking about how awesome you are, show your audience how you can solve their most pressing pain points.
Example: "Let’s face it: Facebook ads can suck your budget dry. But here’s the strategy I use to boost conversions without bankrupting yourself no magic tricks, just real tactics that work."
See what happened there? You skipped the humblebrag and went straight for the solution. Instant authority.
2. Share Your Real Journey (The Good, The Bad, and The Ugly)
No one trusts perfection. People trust realness. So don’t be afraid to show them your journey failures, lessons, and all. The more you open up, the more your audience will see you as a real person who’s been through the trenches, not some untouchable guru on a mountaintop.
Example: "Was I an overnight success? Heck no. My first launch was a disaster like, ‘sell a handful of courses, then cry in your coffee’ disaster. But here’s what I learned, and how you can avoid the same mistakes…”
By sharing the messy stuff, you become relatable, and guess what? Relatable = trustworthy.
3.
Use Social Proof, Not Just “Trust Me”
Let’s be real no one trusts your word. They trust what others say about you. So, don’t just tell people how great you are show them with real-life examples, testimonials, and success stories. Social proof makes you look like a superhero, without needing a cape.
Example: "Jane went from zero to $10k/month using this strategy here’s her story, and how you can apply it, too."
When others vouch for you, you don’t have to brag about your brilliance. It does the work for you.
a
4. Teach, Teach, and Teach Some More
The best way to show authority? Teach. The more you give away valuable information, the more your audience will see you as the go-to expert. If you’re always showing up with real advice that actually helps, guess what? People will start to think, “This person knows their stuff.”
Example: "Here’s how to improve your website’s conversion rate in 30 minutes no advanced degrees required, just simple, actionable steps you can implement today."
Giving real value consistently positions you as the expert, without needing a PhD in marketing.
5. Engage Like You Actually Care (Because You Should)
Want to build authority? Engage with your audience like a human, not a robot. Respond to comments, answer questions, and actually be present. The more you show you care about their needs, the more they’ll see you as a trusted source.
Example: "Hey Sarah, great question! Here’s what worked for me when I was stuck in the same spot you’re in..."
You don’t need to be an untouchable “guru.” Just be a person who’s invested in their success. That’s the kind of authority that resonates.
6. Partner With People Who Already Have Authority
If you’re new and don’t have the authority just yet, why not borrow some from those who do? Team up with influencers, collaborate on projects, or guest post. When you align yourself with credible names, you get to ride the coattails of their established trust and authority.
Example: "Last week, I teamed up with @JaneDoe to show you how we doubled our conversion rates in 30 days. Trust me, you’ll want to see this!"
By associating with respected figures, your authority gets a natural boost, and it doesn’t hurt your reputation either.
Final Thoughts:
Building authority doesn’t require flashing credentials or an endless list of accomplishments. It’s about showing up, helping your audience, and being real. Share what you know, teach them something useful, and engage with them like they’re humans, not customers.
When you focus on solving problems and being genuinely helpful, your authority will grow way faster than any "trust me, I’m an expert" pitch ever could.
So, forget the bragging and start building real authority one helpful tip at a time.
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Now you can create full image variations inspired by your original ad creative with text overlay capabilities, generating improved backgrounds around product images and expanding images to better fit multiple surfaces. In addition, you will r brands to choose from. Lastly, image expansion allows you to seamlessly adjust creative assets to fit different aspect ratios across multiple surfaces. These tools are now available on Reels and Feed across both Instagram and seamlessly with text overlays on your ads.
https://www.facebook.com/business/news/Introducing Features
Today's guest is someone who helps people turn their knowledge, their experience, and their stories into beautifully published books. Christopher John Payne is a publishing expert who's helped hundreds of clients bring their books to life, from writing and layout to getting them live on Amazon and into readers' hands. With a background in psychology and marketing, Christopher knows exactly how to guide people through the process, even if they've never written a word before. Chris, it is lovely to meet you.
Chris Payne:
Thrilled to meet you too. Thanks for having me on.
Editor:
Well, let's start maybe with a little bit about your story. How did you get into helping people publish their own books?
Chris Payne:
Well, I had a background in magazine publishing. I used to work for a computer magazine publisher. And then set up a mail order business called LifeTools. So I was importing speed reading courses and meditation courses and general personal development courses into the UK, and selling them via direct mail. So I was mailing up to a million letters a year around the UK. That was just little old me writing these letters, which were 8- or 16-page sales letters, and mailing them around the UK. I put adverts in Men's Health magazine and Cosmopolitan magazine, New Scientist, and all the national newspapers, and getting a quarter million people writing in. The key out of all this, what matters is, I learnt how to write. How do you write something that gets people to order online or ring in and buy it? I have to have that now. I've only got a first page through a sales letter, and I'm having to buy. That's what I learnt, and I just learnt from the best.
Editor:
So, have you always been a writer?
Chris Payne:
Yeah, I developed it. The guy I worked for many years ago, it was a guy called Derek Meakin. Derek launched the first free newspaper in the UK. Eddy Shah was a guy who created the Today newspaper, and he's quoted saying, "Derek Meakin was my inspiration."
So, I worked for Derek, and he taught me how to write. He would get me to write stuff for a magazine, and then he'd cover my printout in red ink, and I'd have to retype all the corrections. I'd go back to him, and then he'd change it all again. After a year, every time I used to give him something, he'd say, "Oh, Chris, you're not giving me anything because I'll never find anything, because you're so good now." And he'd literally find one tiny thing. We were like best buddies. I mean, he was decades older than me. He was like a surrogate father at the time. He taught me so much about how you communicate with a reader and get them excited about a magazine or an article or whatever.
Editor:
So, when was this? How long ago were you working on those computer magazines, and then subsequently starting your own business?
Chris Payne:
Oh, you're looking at 40 years ago that this happened. I was working with him for seven years. He eventually made me managing director of the software division, and I launched various bits of software that were very successful. Anyway, I left and literally started from scratch. From my kitchen table, set up this business, and slowly but surely built up a business that ended up with big offices and up to 25 people in the team and big warehouse with full of CD sets and DVD sets and video sets that I was mailing out. But it was me.
I don't think I was the best manager or anything, but what I learned, understood was the power of writing. I just loved spending a lot of time sitting and writing these long-form letters which anybody watching has read. That power, when you're reading it, you're shaking arm and thinking, "Oh, my god, this sounds so exciting. I got to hope it's not too expensive." And then sure enough, they think, "Oh, it's less than I thought." And then they buy it and they buy the upsells. Well, that, for me, is such fun to put that together.
Editor:
Going back to that time as well, you must've seen the dawn of the internet, almost like as a revelation in itself?
Chris Payne:
Very much. When, of course, I started, there wasn't the internet. So I could launch stuff in the UK and put much higher price.
I'd buy something in from America, and almost maybe double or triple the price, and add in all these extra bonuses, and there'd be enough margin for me to make a good profit. But when the internet came, people could say, "Well, I can actually buy this from America and save five pound or fiver dollars." But they'll take three weeks extra to get the thing delivered. So the business just changed when the internet came along.
Editor:
What was the process for that? Was it a case of finding a product in the US, and then buying the licence rights to that so you could republish it?
Chris Payne:
Yes, the process was that I would find products at exhibitions, conferences in the US, or through reading personal growth magazines from the States, going through them, and then ringing up the company and saying, "I would like to sell this product in the UK for you."
I think of one case where the company in the States created this product, and it wasn't doing well, and they were really struggling financially. They sold the products to me, and I rewrote all their sales material, wrote it more enthusiastically, and I was selling far more in the UK, which is a fraction of the size of the American market, selling far more than they were selling in America. And then they saw what I was doing in how to put together a sales letter, and then adopting some of those practices themselves.
Editor:
That's amazing. So fast forward to today, now you are helping people write their own books. How did that transpire? How did you get to that point?
Chris Payne:
Well, one of them was just a life change. I mean, I had a difficult marriage. I had a complete breakdown with the behavior of my wife at the time, I'll just be honest. So I completely collapsed. I ended up having to close LifeTools as a result. It's just one of these things that happened. I thought, "Well, what would I do differently?" So I decided to be a consultant. So what I would do is take people who were interested in making money online. They might have a small email list, and that they'd have a product, they'd spend six months developing it, they'd launch it to their email list, and it would fail.
They'd come to me almost in tears, and I would say, "Right. Sit down with me in my home, and let's rewrite the sales letter. Let's redesign the website. Let's go into one of my bedrooms, and we'll set up some lights and record some new videos." And then they would have much greater success. Part of that journey was, a couple of those clients wanted help to create a book. And I owned not many, just 3,000 books. Is that many?...
Ditch the Cliché: 5 Unconventional Niche Strategies That Actually Work
You’ve probably sifted through a mountain of articles on “finding the perfect niche,” right? I’ll bet you can quote them in your sleep: “Pick something profitable and that you’re “passionate” about.” Snooze fest!
Let’s shake things up a bit with this game-changing advice no one’s bold enough to share:
1. Pick a Niche So Unusual, It Gets People Talking
Forget blending in. Choose something so weird, so specific, that people can’t help but ask, “Wait, that’s a thing?”
The beauty of this approach? You won’t have to fight for attention you’ll be the attention. The more niche, the more curious people will be. And curiosity? Oh, that’s your golden ticket.
Example: Start a business around teaching people how to train their dogs to “dance.” Seriously. It’s quirky, it stands out, and people who love dogs (most of the internet) will definitely want in on the action.
And here’s the best part dancing dogs aren’t just cute, they sell. Once you’ve got their attention with those adorable moves, you can start selling them all kinds of products: training tools, custom dog outfits, high-energy treats, dog dancing accessories, pet cameras to film their pups in action, and even online courses for advanced dog choreography.
Bam! Your niche went from “dancing dogs” to a full-fledged dog empire.
2. The “Will I Still Care After 3,000 Hours of Research” Test
Forget passion let’s talk endurance. Ask yourself: Can you see yourself discussing this topic for hours, weeks, and years without feeling like your brain might melt? Because let’s face it, creating content, marketing, and customer support aren’t one-and-done tasks. You’re going to live, breathe, and eat your niche.
So, make sure it’s something that doesn’t make you want to fall into a black hole after 3,000 hours of market research. You need stamina to avoid burnout.
If your niche makes you feel that deep, unshakable meh after the third deep dive into forums, you know it’s not the right one. If you’re still excited, eager to learn, and itching to dive deeper, then congrats - you’ve found something that can stand the test of time (and your sanity).
3. Pick a Niche with Built-In Drama
Here’s the thing: Drama is your friend. Not the “reality TV” kind of drama (unless you’re in reality TV marketing, of course), but the kind of drama that gets people talking, debating, and passionate.
If your niche is a hot topic, you’re not just selling products - you’re selling opinions, conflict, and buzz. You’ll ride the wave of everyone having an opinion on what’s better, faster, or more effective.
Example: Dive into the vegan vs. keto debate. Yes, it’s been done, but guess what? People will never stop arguing about it. And that’s perfect for you. Keep it relevant, keep it spicy, and watch your audience grow as they argue their point while buying your products (maybe even the products that help them debate better!).
4. Pick a Niche Where People Actually Spend Money
This one’s simple: You need a niche where people will pull out their wallets. If your niche is in the “saving money” category, people will be hesitant to spend it, even on something amazing.
No one wants to spend $50 on a budgeting course when they’re just looking to save a buck, right? Find a niche where people are actively investing in solutions to their problems.
Example: Forget “general health and wellness” get specific with sleep optimization products. People spend loads of cash trying to fix their sleep, from fancy pillows to sleep trackers. Make sure your niche taps into a pain point people will willingly pay to fix.
5. Pick a Niche That Can Evolve With You
Your interests will evolve. Trust me. So, why pick a niche that’ll box you in for the next 10 years? Instead, choose something that’s adaptable—something where you can grow, shift, and pivot as your ideas and passions change. Your niche should be a platform for evolution, not a cage.
Example: Start with “DIY sustainable living” and eventually branch out into eco-friendly home products, zero-waste cooking, or even sustainable travel. Your niche can grow alongside your personal interests, without losing relevance or passion.
Final Thoughts:
Choosing a niche doesn’t have to feel like navigating a labyrinth of bland advice. Embrace the weird, the quirky, the slightly offbeat— because that’s where the real opportunities lie.
Choose something that you can talk about until the cows come home, and something that keeps evolving with you. And remember, a little drama never hurt anyone, especially when it leads to more clicks, more sales, and a whole lot of fun.
So, pick your niche, strap in, and get ready to create something that actually excites you and more importantly, excites your customers.
10 Insider Tips to Choose the Ultimate Email Marketing Platform (and
Dodge a Costly Mistake)
Not all email marketing platforms are created equal. The best platforms come packed with innovative, next-level tools that can completely transform your strategy and keep you ahead of the competition.
Ready to take your email marketing to new heights? Here are 10 unusual but incredibly powerful tips to consider when choosing the right platform for you.
1. Prioritize Dynamic Content Over Static Templates
Everyone loves a good drag-and-drop editor, but what about content that adapts to each recipient? Look for platforms that allow dynamic content blocks sections of your emails that automatically adjust based on recipient data (like location, past interactions, or preferences). This goes far beyond personalization; it’s about tailoring the entire email experience for each reader, making your content far more engaging.
2. Behavior-Based Segmentation for Real-Time Triggers
Most platforms let you segment based on demographics or past purchases, but to truly elevate your game, look for platforms that offer behavior-based segmentation with real-time triggers. This means your email lists will update automatically based on actions like abandoned carts or page visits, ensuring you always send the right message at the right time— without manual tagging.
3. Harness Predictive Analytics (Yes, Really)
Forget just analyzing past data what if you could predict the future? Platforms with predictive analytics use AI to suggest the best times to send emails, optimize subject lines, and even predict customer behavior. This kind of insight lets you make data-driven decisions that can dramatically boost your results. It’s like having a crystal ball but, you know, with actual data.
4. Incorporate Interactive Features in Your Emails
Clicking links is so 2010. Want to step up your email game? Look for platforms that allow you to add interactive elements like in-email forms, carousels, or even GIF-based actions. These features turn passive readers into active participants, making your emails more engaging—and much harder to ignore.
5. AI-Powered Copy Testing (No More Guessing)
A/B testing subject lines is so last decade. Today, look for platforms with AI-powered copy optimization. These tools can suggest tweaks based on emotional tone, industry trends, and audience behavior, helping you create subject lines and copy that are more likely to grab attention and convert. Say goodbye to endless subject line testing, and let AI do the hard work for you.
6. Easy Customer Journey Mapping
The best email platforms don’t just send emails they help you map out the entire customer journey. Look for platforms with visual, drag-and-drop journey builders that allow you to see exactly how your customers interact with your emails at every stage. This clarity helps you refine your strategy and pinpoint where people drop off so you can boost conversions by fixing those gaps.
7. Go Beyond A/B—Try Multivariate Testing
A/B testing is a great start, but if you really want to fine-tune your emails, look for platforms that offer multivariate testing. This method lets you test multiple elements (like subject lines, images, CTAs, and even email length) all at once, helping you find the best combination of elements for maximum performance.
8. Built-In Compliance Tools for Peace of Mind
To avoid legal headaches, your business must comply with GDPR (General Data Protection Regulation) and CCPA (California Consumer Privacy Act). The top email marketing platforms include built-in compliance features, such as streamlined opt-in management and data collection systems that meet legal requirements. This not only saves you from future complications but also ensures your campaigns remain legally sound and trustworthy.
9. Seamless Integration with Your CRM
A CRM integration should be seamless, not a clunky, one-time import. Choose a platform that automatically syncs customer data with your CRM, allowing you to send hyper-targeted, personalized emails based on up-to-date information. This smooth integration lets you deliver relevant messages to the right people without manual work, improving the customer experience and your bottom line.
10. Simplicity in Analytics (Because We’re Not All Data Scientists)
Great analytics are essential, but they shouldn’t be a headache. Look for platforms that provide simple, visual reports with actionable insights. You want a platform that gives you high-level data, such as open rates, conversions, and click-throughs, but also allows you to drill deeper when needed. The best tools should make your performance easy to understand.
Don’t Settle for Yesterday’s Technology
When choosing an email marketing platform, don’t just go for the basics. Look for tools that offer AI-powered personalization, dynamic content, and predictive analytics to take your email game to the next level.
Anchoring Bias: How to Make Your Buyers
Think Your Price Is a STEAL
Ever noticed how the first number someone hears sticks in their brain like gum on a shoe? That’s anchoring bias a sneaky little psychological trick your brain uses to judge value. And yes, as an online marketer, you can totally use it to your advantage.
Here’s the deal: humans aren’t rational calculators. We’re lazy, emotional creatures. The first price, offer, or statistic we see becomes the “anchor,” and everything else is measured against it. Show someone a $997 course first, then a $297 course, and suddenly that $297 course looks like a golden bargain—even if it’s still overpriced for what it delivers. Magic? Nope. Psychology.
How to use it in your marketing:
1. High Anchor First: Always show the “expensive” option before the cheaper one. Launch a premium plan, then reveal the basic plan. Watch your conversions climb while your competitors scratch their heads.
2. Context Matters: People compare, not calculate. A free bonus thrown in after showing your premium offer makes the core offer seem like even more of a steal.
3. Numbers Are Sticky: Don’t just say “cheap” or “affordable.” Numbers stick. $49 feels cheaper than “under $50.” $499 feels scarier than $500. Oddly enough, it works.
Real-world example? Amazon. That “was $199, now $149” tag is anchored in your brain the moment you see it. Suddenly you’re thinking, “I’m saving $50!” and clicking “buy.”
Bottom line: anchoring bias is your silent sales wingman. Use it thoughtfully, ethically, and with a dash of marketing flair. Forget it, and your competitors’ $997 anchor might just look like the better deal.
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MWM wants You to Know
Quiz: Which Infamous Social Media Campaign Would You Star In?
Take the quiz and uncover your inner marketing disaster…or the accidental genius you never saw coming.
1. Your “big idea” looks like this:
A. I grab a celebrity, because nothing says “genius marketing” like a famous face holding a product.
B. I drop a pun so clever, people might need a PhD in wordplay to get it.
C. I hype it up like it’s the final season of Game of Thrones everyone MUST know.
D. I want people to feel amazing… like, “Wow, I’m the hero of this story!”
E. I quietly test my idea with a small audience first, then unleash the full glory once I know it lands.
2. Your motto when posting on social media:
A. “One image can save the world… or at least get 10k likes.”
B. “If they don’t laugh at the pun, do they even deserve to see my post?”
C. “FOMO is my middle name, and this post will make everyone jealous.”
D. “Everyone should feel like Beyoncé discovering a new wardrobe.”
E. “If it’s useful, funny, or engaging, I post it. Otherwise… nope.”
3. You’ve been asked to create a trending hashtag. You:
A. Make it inspirational, heroic, possibly tear-jerking.
B. Pun it up until people say, “I think I get it… maybe.”
C. Make it exclusive, VIP-level, “I-can’t-believe-I’m-not-on-the-list” kind of elite.
D. Make it warm, fuzzy, and self-love-approved.
E. Test a few hashtags on posts, see what actually gets traction, and pick the winner.
4. When your post gets criticized online, you:
A. Blink, mutter, “We were trying to unite the world,” and sip coffee.
B. Chuckle and think, “They clearly don’t appreciate the pun genius I am.”
C. Panic, then double down on hype like it’s a Hollywood premiere.
D. Nod thoughtfully and tweak messaging to make it feel uplifting without being cringe.
E. Take notes, adjust fast, and thank the audience for being brutally honest (and occasionally hilarious).
5. The kind of marketing disasters that secretly excite you:
A. Something controversial that people can’t stop talking about, even if it’s a little messy.
B. Confusing, clever, memorable… and slightly ridiculous.
C. Big, flashy, FOMO-inducing, and maybe will trend for a hot minute before imploding.
D. Well-intentioned campaigns that just need a sprinkle of wisdom to shine.
E. Creative experiments that teach me, engage my audience, and don’t destroy my brand in the process.
Results: Which Social Media Disaster Would You Star In?
Mostly A’s: Pepsi’s “Kendall Jenner Moment”
You’re dramatic, heroic, and think one soda can solve the world’s problems.
The story: Pepsi tried to show unity by having Kendall Jenner hand a can to a police officer at a protest… people were less inspired and more eyeroll-y.
Lesson: Big gestures are fun, but context is key. Even a solo marketer can channel this energy but read the room before saving the world.
Mostly B’s: Burger King’s “Whopper Neutrality”
You love puns and wordplay more than oxygen.
The story: Burger King tried to mix net neutrality with Whoppers. It got clever… but mostly left people confused.
Lesson: Clarity wins. A solo marketer’s time is precious if your audience needs a manual, rethink the joke.
Mostly C’s: Fyre Festival Social Campaign
You live for hype, glitz, and “what could possibly go wrong?” energy.
The story: Fyre Festival sold dreams of luxury on social media… delivered chaos. Millions of Instagram followers, zero marshmallows.
Lesson: Hype is fun, but overpromise = disaster. Solo marketers, stick to what you can actually deliver.
Mostly D’s: Dove’s “Real Beauty Sketches”
You want to inspire, uplift, and make the world smile… but sometimes miss the mark.
The story: Dove celebrated self-perception vs. others’ views but some found the messaging off.
Lesson: Positive campaigns work, even for solopreneurs just test your messaging before going live.
Mostly E’s: The Smart Solopreneur Winner
You’re the marketing ninja everyone wishes they were. You experiment, you track, and you don’t need a team to win.
The story: These campaigns test small, iterate fast, and delight audiences without creating chaos.
Lesson: Testing, adjusting, and iterating is the real superpower for solo marketers. Big personalities, hype, and puns are fun but strategy keeps you alive and thriving.
Friction Words Are Costing You Sales
- Here’s The Fix
As an online marketer, you’re always hunting for ways to boost conversions and get more clicks. But sometimes, the secret lies in the tiniest details like the words you use in your calls to action (CTAs).
Take a moment to consider this: words like “Buy,” “Submit,” and “Sign up” are everywhere. They’re standard, sure—but they also can trigger friction. Why? Because these words highlight the effort your customer has to make. They sound like chores, tasks, or commitments, and that can make people hesitate.
The better move? Shift the focus away from what the customer has to do and zoom in on what they get instead. This subtle change flips the script from friction to excitement.
For example, instead of a boring “Sign up,” try “Get instant access” or “Claim your free spot.” Instead of “Submit your info,” say “Grab your exclusive offer.” See what happens? Suddenly, your CTA becomes a promise rather than a demand.
Here’s why this works: human brains love rewards and benefits. When your language highlights what’s in it for them, you reduce hesitation and make the conversion feel effortless even irresistible.
It’s a small tweak, but it smooths the entire conversion path. Every word your visitor reads shapes how easy or hard your funnel feels. Cut friction where you can, and watch your click-through rates climb.
Want to level up your CTAs? Start by auditing your current buttons and links for friction words. Then rewrite them with the customer’s gain front and center. You’ll be surprised how a simple swap can turn “maybe later” into “take my money now.”
Your customers want the payoff not the process. Make sure your copy shows them the prize, not the work.
Google Lifts its 2019 Ban on Fingerprinting for Advertiser.
Google has changed its rules to let advertisers use digital fingerprinting, a method that tracks users across different devices and websites. This means advertisers can collect information such as IP address, operating system details, and screen resolution to follow an individual’s online activities.
This change has raised privacy concerns. The UK's Information Commissioner's Office (ICO) has criticized Google for allowing advertisers to track users through digital fingerprints, warning that this practice could reduce users' control over their data.
For online marketers, this development offers new opportunities to target ads more effectively by tracking users across devices. However, it's important to balance these opportunities with respect for user privacy and compliance with data protection laws.
How to Skyrocket Your TikTok Views (Even with Zero Followers)
TikTok is one of the most powerful marketing tools out there, but getting your first views on TikTok when you don’t have a massive following can be tough.
So, how do you get more eyes on your content when you're just starting out? The secret is strategic growth. By applying the right tips and tactics to boost visibility and engagement, you can start succeeding even if you're starting from scratch.
Here’s the thing: TikTok’s algorithm is far more than just a popularity contest. It rewards relevance, creativity, and engagement. The more eyes on your content, the more TikTok’s algorithm will push it to a wider audience. If you’re ready to see your TikTok views and engagement skyrocket, keep reading for these game-changing strategies no followers required.
1. Optimize Your Profile for Discoverability
Before you even post, make sure your profile is optimized to help new people find you. It's not just about the content, but also about how searchable and approachable your profile is. Use your bio to explain exactly who you are and what kind of content you create, and include relevant keywords that align with your niche. Don’t forget to use a clear, engaging profile picture and a catchy username it’s your first impression, so make it count.
2. Harness the Power of Hashtags
Hashtags are the lifeblood of TikTok discovery. But instead of just spamming popular hashtags like #foryou, get more strategic. Use a mix of trending, niche, and specific hashtags that are relevant to your video content. You want to hit the sweet spot of high-traffic and highly targeted hashtags. Pro Tip: Use 3 to 5 hashtags, not 20. Too many can look spammy. Stick with ones that fit naturally into your content and audience. Plus, TikTok’s autocomplete feature will help you find trending tags related to your video.
3. Use Trending Audio & Music (But Be Creative)
TikTok thrives on audio trends. Using popular sounds or songs is a surefire way to increase your visibility because TikTok users often browse by audio. If you hop on a trending audio clip, you’re automatically part of the wave.
However, don’t just slap the trend on and call it a day. Get creative with how you use the sound. Your twist on the trend will set you apart from everyone else using the same clip, boosting your chances of being featured on the For You Page (FYP).
4. Jump on Viral Challenges
TikTok is practically built on viral challenges. If you see a trending challenge that fits with your brand or content style, jump in! This is a great way to get your videos noticed and engage with what’s popular. But here’s the kicker: Don’t just participate add your unique flair to the challenge. Whether it’s a funny spin, a creative concept, or something that resonates with your audience, stand out from the crowd.
5. Perfect Your Hook in the First 3 Seconds
TikTok users have incredibly short attention spans, which means you have about 3 seconds to grab their attention. If your video doesn’t immediately hook the viewer, they’re swiping to the next one. So, what makes a good hook? It could be a bold statement, a thought-provoking question, or an unexpected twist in the first few seconds. Your job is to make sure that when they scroll, they can’t scroll away.
6. Create a Consistent Content Calendar
Consistency is key. If you want to grow your views and presence on TikTok, post regularly. A good starting point is 3 to 4 times a week but don’t go overboard. Quality beats quantity. Stick to a sustainable posting schedule, and aim to keep your content fresh. You can batch-create content, so you always have videos ready to post without scrambling at the last minute.
7. Engage with Your Audience in Real-Time
TikTok thrives on real-time interaction. Respond to comments, ask questions in your captions, and even interact with other creators. People love being acknowledged, and responding to comments or doing video replies boosts engagement. TikTok’s algorithm notices that you’re fostering a community, which could lead to more exposure.
Also, don’t forget about TikTok Lives. They’re a great way to connect with your followers in real-time and increase your visibility. Plus, TikTok loves when creators go live, which could help boost your chances of being featured on the FYP.
8. Participate in Duets and Stitch Videos
Duets and stitches are unique TikTok features that let you interact with other creators' content. A duet places your video next to someone else’s, while a stitch lets you react or add to the video. These features are excellent for building community, gaining exposure, and even collaborating with others to expand your reach.
Pro Tip: When you duet or stitch, make sure the content you’re reacting to is relevant to your niche or audience, and add something valuable to the conversation. Reacting to popular content also gives you access to the original creator’s audience.
9. Leverage TikTok’s SEO Potential
You’ve probably heard of SEO for Google, but did you know TikTok SEO is a thing too? TikTok has a built-in search function, which means users are searching for content based on keywords and phrases. You can optimize your videos by including relevant keywords in your captions, descriptions, and hashtags.
Take advantage of TikTok’s autocomplete and search bar to see what keywords are trending within your niche. This makes it easier for TikTok’s algorithm to categorize your videos and surface them in relevant searches.
10. Collaborate with Influencers and Creators
Teaming up with influencers or other creators can supercharge your reach. Influencers can introduce your content to their followers, giving you exposure to a much wider audience. But remember, the collaboration needs to feel authentic to both parties. You can create something fun, educational, or just plain entertaining that ties into both your brand and their content.
11. Experiment with Different Video Styles
TikTok isn’t a one-size-fits-all platform. The more you experiment with different formats, the more you’ll learn about what resonates with your audience. Play around with:
• Short vs. long videos
• Voiceovers vs. no voiceovers
• Trendy vs. original audio
• Tutorials vs. personal stories
The more you experiment, the better you’ll understand what clicks with your followers and TikTok’s algorithm will reward you for it.
12. Track and Use Analytics to Fine-Tune Your Strategy
To keep growing, you need to know what’s working. Use TikTok’s built-in analytics to track metrics like view count, watch time, and engagement rate. These numbers will help you identify what types of content perform best and when to post. Use these insights to improve your strategy and create more of what your audience loves.
Grow Faster, Get More Views
TikTok’s algorithm may seem mysterious, but with the right strategy, anyone can skyrocket their views even without a huge following. By optimizing your content for discoverability, engaging with your audience, and experimenting with trends, you can break through the noise and start seeing real growth. So, get creative, track your progress, and watch as your TikTok views (and followers) soar!
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Why Should You Create a Membership Site?
Essentially, a membership site is a site that users pay to subscribe to. This normally works by first enticing the reader with some free content and showing them the kind of entertainment/information/value that you’re capable of providing.
Once they’re hooked, you then make sure they know that they need to subscribe in order to gain access to your very best content and to get frequently updated. So what’s so different about this? Well for starters, it means that you can much more easily convert visitors to paying customers seeing as they’re not having to put down a large amount of money and seeing as they know what they’re getting right away. This means the money is recurring and much more predictable.
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