webinar: you are too cheap!
TRANSCRIPT
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July 13th, 2016
#wpewebinar
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Ask Questions as We Go
Please use the “Questions”pane throughout the webinar
Slides and recording will be made available shortly after the webinar
#wpewebinar
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What We’ll Discuss
❖ Thought processes holding you back❖ Why others are making more and working less,
and how you can do the same❖ Productivity hacks to increase your profitability
and help you deliver even more value❖ Techniques to close more business up-front
and create a higher lifetime value#wpewebinar
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Introducing the Experts
#wpewebinar
Tomaz Zaman Founder, CTO Codeable.io @codeablehq@tomazzaman
❖ Father of 4
❖ Skydiver (jumping out of perfectly good airplanes @ 13000 feet)
❖ Polyglot: PHP, Ruby, JavaScript, BASH/Shell scripts
David Vogelpohl VP Web StrategyWP Engine@davidvmc
❖ First WordPress post was about Panama invading Europe & it was true
❖ Grew up a few miles from where Matt Mullenweg grew up
❖ Can make a custom URL shortener with WordPress in <15 minutes
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YOU ARE TOO CHEAP!
#wpewebinar
A story about two clicks.
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IT’S A PERSONAL STORY
#wpewebinar
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#wpewebinar
“It’ll just take you 2 clicks”
-- your crappy client
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#wpewebinar
“It’ll just take me 2 clicks”
-- you
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#wpewebinar
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#wpewebinar
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#wpewebinar
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#wpewebinar
“Time for an experiment. I’ll raise my prices.”
-- me
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FEARS
❖ What if I’m not good enough❖ I won’t get any clients❖ The projects will be too hard
#wpewebinar
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#wpewebinar
http://wordpress.tv/2016/07/03/sonja-leix-my-friend-the-impostor-syndrome/
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#wpewebinar
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#wpewebinar
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THE VILLAIN
#wpewebinar
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#wpewebinar
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#wpewebinar
MATT
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BUSINESS
#wpewebinar
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BUSINESS=
SALES / MARKETING+
COMMUNICATION+
CODE
#wpewebinar
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#wpewebinar
MATT
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#wpewebinar
“If you can find 1 client, you can find 10.”
-- me
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#wpewebinar
MATT
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#wpewebinar
MATT
3.17 BILLION
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#wpewebinar
MATT
ANNA
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#wpewebinar
MATT
3.17 BILLION
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#wpewebinar
MATT
3.17 BILLION
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#wpewebinar
“That will be $200, ma’am.”
It’s not about the screw.
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#wpewebinar
VALUE > TIME
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#wpewebinar
HOW DO I START?
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BUSINESS=
SALES / MARKETING+
COMMUNICATION+
CODE
#wpewebinar
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SELL YOURSELF!
❖ Begin by understanding VALUE❖ Clients don’t care about how awesome coder
you are. Or about WordPress for that matter❖ They care about their problems (and how
valuable they are to solve)❖ They are also control freaks
#wpewebinar
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COMMUNICATE!
❖ Always be proactive❖ Explain problems early.❖ Avoid excuses.
#wpewebinar
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#wpewebinar
LEARN YOUR TOOLS!
for (var i = 0; i < 9; i++)
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#wpewebinar
MATT
3.17 BILLION
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#wpewebinar
MATT
3.17 BILLION
https://cleancoders.com/
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#wpewebinar
“But I don’t have the time...”
-- you
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#wpewebinar
CHARGE MORE!
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#wpewebinar
3.17 BILLION
https://cleancoders.com/
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#wpewebinar
YOU WILL GET CLIENTS
Price affects decision making!
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#wpewebinar
MORE TIME = MORE EDUCATION
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#wpewebinar
MORE TIME = MORE SALES!
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#wpewebinar
MORE TIME = MORE FUN!
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#wpewebinar
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#wpewebinar
WORK FOR FREE!
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WHY?
❖ Conscious decision❖ Makes you a good person❖ Addictive❖ You’re using free stuff yourself❖ What comes around, goes around❖ It’s a business decision!
#wpewebinar
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#wpewebinar
THANK YOU!
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Agencies: Optimize your bottom line!
#wpewebinar
Increase profits, generate higher LTV, and deliver more value to your clients.
@davidvmc
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It’s almost a certainty that you’re making your clients’ online businesses worse!
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Why you’re not as good as you think you are...
“80% of B’s fail to beat the A’s”
Best-of-the-best lose 60% of the time
#wpewebinar @davidvmc
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Millions of ways to win, infinite ways to lose
#wpewebinar @davidvmc
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Plan to failBid Iterative
Releases
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Typical professional services WP project
Home Services Contact About $$Blog
60-80% chance of worse sales for your client!
@davidvmc
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Iterative professional services WP project
Home Services Contact About $$Blog
Home B Services B Contact B
Home C Services C Contact C
100% chance of increased sales
$$
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Typical ecommerce WP project
Home Contact Category Product $$Cart
60-80% chance of worse sales for your client!
About Blog
@davidvmc
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Iterative ecommerce WP project
Home Contact Category Product $$Cart About Blog
Home B Contact B Cat. B Product B Cart B
Home C Contact C Cat. C Product C Cart C
$$
100% chance of increased sales
@davidvmc
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The Art of Upselling
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Maintain a draft proposal for Upsells
you discover
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Finding problems with HTML... validator.w3.org
@davidvmc
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Combine GA conversion reports by browser with CBT
crossbrowsertesting.com
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Upsell existing clients on A/B testing & analytics
$$@davidvmc
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Flip the funnel, upsell to uCRO
Un-Conversion Rate Optimization
The practice of optimizing your site to encourage visitors to not take actions which decrease profitability
@davidvmc
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uCRO ecommerce WP project
Home Contact Category Product $$Cart Cancel Refund
Home B Contact B Cat. B Product B Cart B
Home C Contact C Cat. C Product C Cart C
$$
Blog
Cancel B Refund B
Cancel C Refund C
$@davidvmc
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Use the WPE speed tool to spec site speed projects
wpengine.com/speed-tool(also available in WPE portal “Page Performance”)
@davidvmc
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Get clients ready for PHP7
wordpress.org/plugins/php-compatibility-checker
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Automate maintenance upsells by email
Email old clients out-of-date plugin notices with
upsell messaging
#wpewebinar @davidvmc
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Use WP Admin for upsell messages
This site is managed by WP Agency. Contact us or call 888-123-4567 for assistance.
@davidvmc
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earn profits Faster
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Let PMs do site migrations
wordpress.org/plugins/duplicator/
wordpress.org/plugins/wp-site-migrate/
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Template common builds
#wpewebinar @davidvmc
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Stop paying for staging sites
Free unlimited staging installs with every WPE account!
wpengine.com/developer-program @davidvmc
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Leverage development frameworks
@davidvmc
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Stop logging into a million installs
@davidvmc
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Consolidate hosting management
@davidvmc
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3 simple lessons to remember...
Bid to iterate Master the upsell Optimize opps for profits
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Codeable - #1 marketplace for WordPress experts: https://codeable.io/Tomaz’ WordCamp Switzerland presentation:
http://wordpress.tv/2016/05/14/tomaz-zaman-your-website-in-not-your-business-card/
WP Engine Developer Program: https://wpengine.com/developer-program
WP Engine Speed Tool: https://wpengine.com/speed-tool/
PHP7 Compatibility Checker: https://wordpress.org/plugins/php-compatibility-checker/
Resources
#wpewebinar
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Q&A
Feel free to ask away inthe “Questions” pane!
Are you an agency or freelancer?
● Finish more sites in less time● Unlimited staging installs for WordPress projects for
as little as $29 per month.
Ask about qualifying for a listing in our online consultants’ directory!
Call +1-512-827-3500, orChat with us wpengine.com
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SEO Optimization Webinar
Wednesday, August 24th, 11 am CDT/ 5 pm GMT+1
More Details to Come...
Next
Mark Your Calendars!
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Next
Lastly...