The next way you wanna be thinking about listening is actually with data, actual number data. Analytics. Because, remember, everything that's in your Google Analytics dashboard, your WordPress dashboard, your Squarespace dashboard, your Etsy dashboard, wherever you are, looking at numbers, each one of those numbers is a person and an action that person has taken. And so, it's not just numbers, it's people too. Numbers are people too (laughs). (spectators laugh) My friend, Jessica Mehring, who is big on data analysis in terms of listening to customers, says, "Data gets to the truth faster than most other sources of customer insight." And you know, I can't actually argue with her there. I love the back and forth, but that is a slow process. If you've got data, use it, because it makes things go faster. She says, "If you're learning about your customers from social media only, you're only seeing what they want you to see." And, you know what? That's true too. Data can actually help you ge...
t underneath what people are saying to what they really mean. Let me show you an example. This is a blog post that's been extremely popular on my blog, it's called "How to Generate Revenue (Even When You're In a Slump)." I think Lacey actually wrote it, or rewrote it for me (laughs) to be completely honest. Brilliant headline that Lacey came up with there. And so that's been really popular. Set an ad for it, and you can totally forget it. It's just gonna keep on giving the love, right? This is a similar, a sort of similar post. I was using both posts in the same campaign. This one is called "This is the Difference Between a 6-Figure Business and a 7-Figure Business." Very different subject matter, but it was aimed in the same direction: to get people to opt in for the same thing, to get them to buy the same thing. And the data on these was really interesting. Like I said, this post is the gift that keeps on giving. I had a 50 percent lower cost-per-click on this article. I was getting really, really, really cheap clicks. Click, click, click, click, click! Everyone wanted to read this article. But, this article had a 13 times lower cost-per-lead to cold traffic. Now, I know that sounds kind of mumbo-jumboey, so let me explain what that means. What it means is that, while everyone wanted to read this, this post was the one that made people opt in for what it was that I wanted them to opt in for. This one generated leads. This one just generated page views. So this was a whole lot of people who weren't the right people. This was a whole lot of people that were the right people. If I just looked at the surface level data, or if I just looked at my WordPress dashboard, I would say, "Oh, this is doing very, very well." Or my advertising dashboard: "Wow! That's cheap!" But when I got under the surface of that data a little bit, I could see this was the post that I actually needed to amplify more. Didn't matter if it cost more per click, because I got more of the right people much, much faster. Now, understand, this is a little bit more on the advanced side. If you're not ready to listen with that kind of degree of fine detail, please don't worry about it. It's just another option that's out there. But, if you do wanna try and use some data to bust your assumptions, to rethink how you might have always thought about your customers, here's some questions you might wanna ask. What do you think is true about the content that you create? And what's really true? What looks good on paper, but isn't really performing on the back end? Or, what looks crappy in your analytics dashboard, but actually brings in most of your customers? Is what's popular the same thing as what's effective in creating paying customers? And how have your assumptions affected your product decisions, or your marketing messaging decisions? So make sure, if you're gonna use data, don't just use it to prove things you already think you know. Actually use it to listen for places where your assumptions are incorrect.
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