Jamie Turner, Founder of 60 Second Marketer, shares his secrets to success
Jamie’s Tip for Entrepreneurs
How it all began with 60SecondMarketer
Way before there was the idea of inbound marketing or content marketing, this is in probably 2007, I was working for a larger marketing company. I was driving on the highway one day and the word 60 Second Marketer popped in my head, and it just started there. I was like, “Huh! That’s an interesting name.”
I thought maybe a friend of mine had said it to me, so I called him and said, “Hey, did you ever say the term 60 second marketer in any of our conversations?” He said, “No. I don’t know what it is, but it sounds interesting.” I was like, “OK. Cool. I just want to make sure I wasn’t taking this idea.”
So then I played with it a little bit and said, “What if we create a little short 60-second video that explains marketing content to people and then use it as a lead generation tool for my parent company which was an agency?”
I went into the CEO. I told him about it. He loved the idea. He said, “Run with it. Love it. Go for it. Move forward with it.” As it turns out, it didn’t really generate that many leads for the parent company but it did make me a thought leader in the industry, which resulted in two books. The first one is called How to Make Money with Social Media” and then that turned into a second book called Go Mobile.
That turned into speaking gigs around the globe. So I get to go all over the place, Cairo, Amsterdam, Barcelona, you name it I’ve been there. And I get to speak to people about marketing and how to use marketing to grow their sales and revenue.
It was about 2007 when we first started it. It was before the whole idea of inbound marketing or content marketing had taken off. So, I was one of the early people saying, “Hey, I’m going to blog and I’m going to create videos.” We don’t create that many videos anymore, although we’re going to start it back up. We were a little too early to market – it was too still. YouTube was a new thing and we would embed the videos into our blogs, but we just found readership would drop off whenever we did a video.
Now, videos are sort of coming back strong and we’re going to start circling back around and doing more and more videos as we move forward.
Jamie explains how he manages to stand out from the crowd on the Internet
I got an early start. So I had a following before everybody else jumped in. It was a lucky strike.
The second thing I did was understand what it is that people are looking for. Most bloggers write either point of view pieces like, “Here’s what my point of view is on marketing today” and most people aren’t interested in that. What they want to know is, “Give me a piece of information I can use right away and apply to my business now.” And if you do that, they’ll be back tomorrow for more. And so, we did that.
And then the third was changing with the times. More people now skim blog posts and they actually do read them, so we’re starting to do larger crossheads and more graphics. For half of them who just sort of skim it, you can still get the idea from it just by skimming it.
And those were the key things that we did in order to do stuff. Now, we’re actually starting to do inbound and outbound content marketing. We continue to put the information on our website, but then we’re going to other websites to post it there, LinkedIn, Facebook, things like that.
It used to be all about driving people to your site. And now, it’s turning into: drive some people to your site, but also go meet them where they are hanging out and put your content there too.
Because there’s so much out there, we’re going to have to start investing in paid advertising to drive people to the site and to build awareness for it. So this year, we’re going to be doing that.
His favorite cloud services: Zoom is a great new platform for video meetings
I’m a fan of WeTransfer. You just drop it in there and it’s just boom!… the file is transferred. A couple of platforms that are out there are geared towards making it super easy to use. I think it grabbed people’s attention really quickly.
There’s also GoToMeeting which I’ve used for years. There’s a new product out there or service called Zoom which is very simple to use video meeting platform that works great. GoToMeeting really needs to get on the ball with making their platform easier to use. You always have to log in, download stuff and all that, where at Zoom, it’s like boom! You’re in and it’s very, very simple to use.
Jamie’s favorite business books
I’m reading a book right now that’s a big, but it’s a great book. It’s called The Lords of Strategy. It’s basically about the invention of strategy in business and how the management consulting firms kind of jumped in on that. It’s a great book if you really want to learn how to think big for your business.
Another I’m reading is called Madison Avenue Manslaughter by Michael Farmer. It’s all about how the ad agency world hasn’t kept up with the times and there’s some proof to that.
And then I often read books that are off – not on the business topic, because by the time I climb into bed, I really want to read something other than business.
How he finds the balance between work and play
I have found for me personally, it’s not about work-life balance. It’s about work-life integration. The truth is, I work hard. I work harder than most people, but it’s not work most of the time. I’ve done a lot of thinking about what motivates me and what motivates me is to teach and to help. Those are my two main driving forces. I think a lot of people are that way. Everybody pretty much wants to help others and if you’re pretty good at teaching, that’s another.
When I write a blog post for 60 Second Marketer, I don’t think for a nanosecond about whether it is going to generate revenue for me. Maybe I should think about that to be honest with you, but I mostly think about, “All right. I just want to help other people learn what I’ve learned.” And so, that’s what drives me.
To me, it’s really about doing something that you love so much that it’s not work
I mostly focus on work-life integration where it’s so much fun that I’m doing something that I would do anyway without getting paid.
Apple stands out, but I also admire Microsoft and Google
For me, it’s Apple. I had been a big fan of Steve Jobs, because I was always the person who didn’t want to be like everybody else. So Microsoft was for everybody else and then there was Steve Jobs who was sort of the contrary and I like that, until I read the biography of Steve Jobs by Walter Isaacson. That revealed that he was not really the world’s nicest guy.
And so, maybe Steve Jobs is not who I want to be like or emulate or look up to, but I am a fan of Apple products and services. I’m also a fan of Google. They’ve really stuck to that whole idea of let’s do good things that benefit people. They do make a ton of money, but they also make sure they’re reinvesting it on things that are never going to make money. And that, I honor and admire.
Microsoft, believe it or not, with the new CEO, whose name is Satya, seems to be turning the corner for Microsoft. So three technology companies, each with its own personality type, but all three I admire in their own way, shape, or form.
His #1 Tip for Entrepreneurs
Two pieces of advice if I may. One is: remember it’s a marathon, not a sprint. So you’re going to have these things that make you feel like, “Oh my God! Am I ever going to break through?” You will if you persist. And so, just keep plugging away.
And the second is: remember that failure can be your best friend. I’ve failed eight times for every one time I’ve succeeded. People come up to me and they are like, “Oh, how did you get published” or “how did you get on CNN” or “how did you get the blog following”, all that sort of stuff. I’m like, “Because I failed so many big monsters failures, so many times, but I’m just too dumb to quit. I just keep plugging ahead and next thing I know, I hit something and it works.”
So just remember that there’s this tendency online for us to see other people and see their successes, because we’re getting the highlights of their life. Behind the scenes are all these failures that just didn’t work out. I’m always trying to let people know that I’ve failed way more times than I’ve succeeded and that’s OK. In the end you’re just going to learn something anyway. It’s like hey, when you were learning to ride a bike and you fell over when you were three years old, you didn’t not ride a bike after that. What you did was you brush off your knee, patched it up, got back on the bike and kept riding.
It’s all about continuing to ride after you fall off the bike.