Today, we are joined by Jason Wright to talk about using active campaigns through website funnels in businesses. He is a speaker, author, entrepreneur, consultant, and digital marketing architect with a passion for helping real estate investors and entrepreneurs with their sales funnels. He also enjoys golfing, hiking, hunting, and fishing. He is currently living in Martinsville, Indiana.
[00:01] – [06:06] How He Started Out
- Jason Wright is a digital marketing architect and speaker who helps real estate investors and entrepreneurs with their sales funnels
- He started with digital marketing broadly and then nicheed down to work specifically with capital razors
- Why he recommends working with capital razors as there is nobody else doing this type of work
[06:07] – [11:31] How to Use Two-Way Text to Increase Sales
- Why capital razors make mistakes by not having a plan, no backend, and no strategy for their marketing campaigns
- He recommends using goal-driven automations to key people and reaching out after they’ve subscribed to your list
- Two-way text is a great way to make people more willing to talk
[11:32] – [19:37] Active Campaign Text Integration
- Jason recommends Sales message over negative text integration
- Why capital razors should narrow down their niche
- Why we shouldn’t be scared of polarity
[19:38] – [20:36] Closing Segment
- Reach out to Jason!
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- Links Below
- Final Words
Tweetable Quotes
“You may have an opportunity to niche down right in your face. You may not be paying attention, so be willing to pivot. Pay attention to the people you’re serving and listen to what they’re saying. That’s where you can get the tips to micro niche down. You’re not gonna figure it out on your own.” – Jason Wright
“If you want to do something different than the rest of the industry, get away from the PDFs. I challenge you to step away from the ebook or the one pager, create a lead magnet that’s powered by video and say, how do I give my target audience the information they want in a really palatable way.” – Jason Wright
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Connect with Jason! Follow Jason Wright on LinkedIn.
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Facebook: https://www.facebook.com/IntentionallyInspirational/
Website: https://www.getmorepassiveinvestors.com/
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Want to read the full show notes of the episode? Check it out below:
[00:00:00] Jason Wright: So the mistake that people make is they don’t understand that all digital marketing or marketing generals, building relationships, relationships start with getting to know you. I don’t wanna be pitched on the first interaction. Nobody does. You can have success, but you’re gonna have a lot more. If you do it, do it correctly. So most people don’t have anything set up. And then the people that do, they might have one automation and they don’t understand that the customer journey is not just step one and two, there’s multiple steps in between. So we help ’em set up kind of a goal-driven automations to keep people moving forward.
[00:00:47] Sam Wilson: Jason Wright is a speaker, author, entrepreneur, consultant, and digital marketing architect with a passion for helping real estate investors and entrepreneurs with their sales funnels. Jason, welcome to the show.
[00:00:57] Jason Wright: Thanks for having me, man. Excited to be here.
[00:00:59] Sam Wilson: Absolutely, absolutely. Always good to have a fellow Hoosier here on the podcast. I guess I’m a former fellow Hoosier, since I don’t live in the Hoosier state anymore, but either way, I digress. Jason, there are three questions I ask every guest who comes on the show in 90 seconds or asking you, tell me where did you start, where are you now, and how did you get there?
[00:01:16] Jason Wright: Where am I gonna start. Corporate America, like so many people, quick corporate America, twice wanted control over my time, unlimited earnings like most people. So that’s what got me down this entrepreneurial path. Where I think the second question is, where am I at now?
[00:01:29] Sam Wilson: Where’d you start? Where are you now and how’d you get there?
[00:05:17] Jason Wright: Where I’m at now is, I started with digital marketing broadly. We’ve niched and niched down and pivoted quite a few times the last seven years. Now we work specifically with active campaigns, specifically for capital razors. So I’ve got that unique entrepreneurial angle, you know, self-made guy with that. And what I do is niche enough that I’m not aware of any competition, so it’s pretty cool where I’m going. Wherever the hell we want to go up, up, up. So we’re gas pedaled down till we die type of company. We love what we do. I set goals and I reach ’em and go, you know what? I feel the same as I did before the goal, so let’s just keep going. So I’m in love with the journey, my friends, so we’re just gonna keep going up.
[00:02:09] Sam Wilson: Man. I love it. That’s really cool. Well, how, how did you niche into this? I mean, it’s. Like you said, there’s not anybody else that’s really doing what you’re doing right now. How did you discover there was a need and then how did you start onboarding customers in filling that need?
[00:02:25] Jason Wright: Yep. So I have to give you a little bit of the backstory to make it make sense. Yep. So when I quit corporate America, my wife is not the risk taking type, right? She’s like, paycheck benefits. It’s so safe. It’s so safe. It’s not safe at all. It’s one income stream. It’s absolutely crazy to be an employee. To be honest, I can’t stand it. So anyway, I convinced her I was gonna start this magazine company like two months into it. I was outta money, made no money. I was out of money and made no money. So it’s a bad scenario, but I became obsessed with showing people that I could do this cuz people were rooting for my failure and all this kind of thing. So, when I started to finally get traction, it was with digital marketing on Upwork, right? I learned digital marketing for myself to try to push my blog, intentionally inspirational out there to the. To encourage people to quit their jobs, even though I hadn’t done so successfully yet myself. So I would go on Upwork, I’d find little blogging jobs and make like a little money to appease my wife. Hey, we’re kind of breaking even this month, not really with this business. So then I started to see this trend that like man and active campaigns and Google ads and all these different things. There’s always people looking for help. I’d say, Hey, client, I don’t know how to do this, but I’ll figure it out and make sure that you’re like five star satisfied. If you hire me. People would be like, okay. So I look at it as on the job training. Um, I was using Upwork. I never really thought there was a full-time business in there. Eventually we started focusing on the sales funnel. It was a little bit better money, a little bit more specific. And then about five years ago, I said, let’s just do sales funnel only. So we got to a point. There’s enough business to go full-time. Quit corporate for good. And I was like, I don’t know how I really scale this. Right? There’s so many people doing. So I said, I’m gonna go active campaign specific on the
back end of the funnel. So that in itself helped us grow in scale, but there’s still a wide range of people using it. Well, I hate E-com, so I was like, okay, we’re down to high ticket service providers and things like that. And then, um, I worked with a few capital razors, didn’t really know what it was, but I was like, man, these people have nothing, like, no kind of systems or anything. And then I met my buddy hundreds of miles. Hunter Thompson from Rays Masters and worked with him and did, uh, I did some work with some of his funnels on the back end and spoke at his event at LA this January. And, uh, we were talking after, after our panel and he said, Hey man, um, you’re really good at what you do. Really good at what you do. You’ve got a great ability to connect with people. He said, here’s something to think about. He said, if you want to be the active campaign guy in this industry, there’s nobody else doing it. There’s nobody else doing it like you would do it. Something to consider. I’m saying. So I said, so you’re saying just work with capital razors? He’s like, I think there’s enough there for you to be happy with it. And I’m like, let me talk to my team and my wife. And uh, we jumped. and we had to figure some things out. We had to kind of an author and we got feedback and we tweaked the offer and we tweaked the offer. And it’s worked out really well. Best year of my life ever, we just put ourselves into a completely different stratosphere. And the cool thing is by working with people like this, I’ve become an LP myself. We’ve actually got a capital raising company that no one knows about yet, so we’re gonna try to do a Cog p dealer too next year. And it’s like, why wouldn’t I, why wouldn’t I? With the knowledge of the network I have and some of my neighbors and friends are kind of interested in what I’m up to. So it’s been a really interesting road. It was never the plan. The whole point of this story is none of it was the plan, but I was smart enough to. I’m not married to my ideas. If something makes sense, it’s in line with what we do and what we want to do. Let’s go.
[00:06:06] Sam Wilson: Man, I love it, that’s great. Tell me this, what are some of the key mistakes that you see capital razors making today, either with their sales funnel or what are some things that you’re helping people even build out that sales funnel? I mean, probably not even asking a clear question, but I gotcha.
[00:06:24] Jason Wright: I know exactly what you’re asking. So one of the biggest things I see is people have no plan, no backend at all. So when I say backend, I’m talking about what happens. After joining your email list, right? What most people do is give them the pdf, if that’s what they come in for, and they throw ’em on a main. They’ll send ’em newsletters and they’ll let ’em know there’s deals and, and there’s nothing else there. It’s a big mistake, right? It’s like if you and I became neighbors and I came over and said, Hey man, I’m Jason, great to meet you. I didn’t see you or talk to you again for six months. Right? Then I come over one day, dude, you gotta hear about this deal. It’s only gonna cost you 50 grand. You’re gonna be like, bro, I don’t know who you are. Get outta here. Right? Get off my. I’m in Memphis. I will throw a rack of ribs at you, bro. You know , you see it every week in your email. You know, people subscribing to their lists and they pitch me deals and I’m like, bro, I don’t know you. You’re dead on arrival to me cuz I didn’t opt in. I don’t know who your company is, so I’m not gonna invest. I don’t even wanna hear about it. So the mistake that people make is they don’t understand that all digital marketing is, or marketing generals, building relationships. Relationships start with getting to know you. I don’t wanna be pitched on the first interaction. Nobody does. You can have success, but you’re gonna have a lot. If you do it, do it correctly. So most people don’t have anything set up. And then the people that do, they might have one automation and they don’t understand that the customer journey is not just step one and two, there’s multiple steps in between. So we help ’em set up kind of a goal-driven automations to keep people moving forward and that new potential of ster. We help with capital, raise a lot of people with the capital raises, we’ll send out an email or two, kind of hope and pray and, uh, see what happens. And hope is not a good marketing strategy. It can be effective, but it’s not the best idea. So we help with that type of stuff. We, uh, we use automation. Provide air cover for what you’re already doing.
[00:08:20] Sam Wilson: Yeah, and that’s a strategic or not even strategic, but there’s a lot of thought that goes into how you build those funnels. And then even at what point do you reach out and then, and, and it gets really, really, Detailed and confusing. Like the further you get into it, it’s like, oh my gosh. Like that is not, you know, for guys like me, it is not my strong suit. Like you ask me to, hey, build out a 10 email template. You know, somebody signs up for our list and I think they get 10 emails from you over the course of like two or three weeks. Like, Hey, here’s how I started and tell a backstory, blah, blah, blah, blah, blah. You know? And this all goes through active campaign, but I had to bring somebody on like you in order to help me get that done. Yeah. So it was like, I mean, I spent a year and a half trying to figure it out and every time I’d look at it, I’d start to sweat and I’m like, oh gosh, I suck at this. I suck at this. I hate it, and I’m still trying to get it done. And so you’re serving, obviously you know this, so I’m not sounding like I’m pitching your services, which I kind of in, in its own way am because there’s some, it’s, it’s just not what our forte is. Right. And, and, and thinking through those, what, what other than like email drip campaigns, what are some really. Cutting edge, maybe things that are on, you know, that you guys are working on maybe that haven’t been released at, or that have recently been released that are, that are kind of different that you guys are, are finding as good strategies.
[00:09:41] Jason Wright: Yeah. So a piece of low hanging fruit that’s relevant a lot of people aren’t taking advantage of is two-way text, okay? And even ringless voicemail. Now, I must tell you, listen carefully. Do not use two-way text and ringless voicemail if you have not spoken to the person before. Right? Doing it cold is creepy and it’s not going to go well. Now if you’ve had a Zoom call with somebody and they’re thinking about investing, using two-way text as part of your marketing automation is a phenomenal idea. When we added two-way text to our own follow up, it added multiple six figures a year in revenue just from two-way text. Wow. Absolutely stupid because. Think about it when you’re texting friends or family, it’s very conversational. It’s weird as it sounds. It’s a safe place. People are more willing to talk and open up through text than they are. Email, right covers up the screen of the phone. You can’t really ignore texts, like you can’t email. You know how many email accounts I have? I have like six. And it’s easy to not look at ’em and everybody does, you know? Two-way text is really, really strong. Even for capital raises two-way text is really strong and you can automate the sending of all of that, right? So that’s a piece of low hanging fruit. Other stuff we’re working on is we, uh, we are getting into a little bit of a new, a la carte service average for our clients that relies heavily on ai. Right. So it’s like how do we get more engagement at higher open rates with all of your marketing automation? So we’re using the stuff that we use in our own business and offering it to clients now, and it’s pretty crazy cool stuff, but it’ll start figuring out who’s most likely to close in your pipelines and all this crazy stuff using algorithms. But it’s really, really neat stuff and nobody’s using pipelines and goal-driven automations like we are. So I know that nobody’s using this AI stuff. Gets pretty nerdy and cool, but it’s, uh, it’s pretty much set and forget it type stuff.
[00:11:32] Sam Wilson: That’s really interesting. And we’ll get into the weeds here for a quick second. Does Active campaign have a native text integration?
[00:11:41] Jason Wright: So their negative text integration is absolute garbage. Um, the reason why is it’s one way, so you can send texts from automations, but if people respond, you’ll neve know. Oh, great. Can’t talk to ’em, which makes. Right, so we use Sales message. It is an outside platform. It does integrate beautifully with Active Campaign. Uh, it will capture all your conversations in Active Campaign automatically and save the notes, which is great. Um, if anybody ever gets a text from me, it’s from an automation. If they respond, hits my app and I talk to ’em like that, but it’s, uh, it’s a wonderful tool and, and we use it and promote it pretty heavily,
[00:12:14] Sam Wilson: Got it. Now, one active campaign is one piece of, I think an overall marketing strategy. Yeah. You know, having a great website, having all that stuff that then ties back into the active campaign forms. And as you probably could tell, I do use active campaigns in my business and there’s other, you know, competitor products out there, but we’re talking about active campaigns. Talked about website building, website funnels, how all those build back in. I mean, is that something else you guys farm out to other people? Cause I know you focus on active campaigns. Is that part of the business you guys handle? Walk me through that.
[00:12:46] Jason Wright: Yeah, we don’t handle it. Well, we can talk about it from a strategy standpoint. We used to do it for clients, but when I went through that process of what do I hate doing for clients, that’s the stuff we cut out because design is subjective, right? I might say, Sam, check out this website, bro. You might be like, start over. Right. It’s not a good scalable model, so we don’t do traffic or design, but one, so we can, we can talk about it. We can point you in the direction. We don’t really farm it out per se, but we just kind of deflect. One thing that I think a lot of capital razors could benefit from with their overall strategy is narrowing down their niche. Right? If I say to somebody, who are you targeting? If they say anybody with money, I’m like, oh my God, come on man. Please. You know, if you were in tech, maybe target tech people, if you’re in doubt, who to target? Target a former version of yourself. Hmm. What corporate path did you come from? What entrepreneurial path? You know, so that is, that is something to think about because when you get narrow, Then your landing pages and your website messaging gets more narrow, then your traffic gets more narrow. How do I go find more of these specific people? Right? Where do I get what we’re doing in front of other audiences that haven’t heard about me yet? That’s where marketing really gets fun. When the backend stuff converts, when the landing pages convert, then it’s just traffic forever. Where do I get in front of more people that are gonna be attracted to what we’re doing and how we roll? And don’t be scared to create polarity, right? And what I mean is some people are gonna be turned off. That’s not me. And other people are gonna be like they’re speaking to me, right? You want that. You don’t wanna, I wanna please everybody. It’s not a good strategy.
[00:14:33] Sam Wilson: I wonder, I wonder if I’m serving vanilla ice cream, when you’re saying I should be saying, Hey, you know, it’s like, what? I can’t think of any ice cream flavors, but the stuff that’s like, okay, you love it or you hate it, and you’re, and you’re saying that creating that layered butter cup.
[00:14:48] Sam Wilson: You what now?
[00:14:49] Jason Wright: Chocolate peanut, butter cup. Right?
[00:14:51] Sam Wilson: Yeah. I don’t want chocolate peanut butter cup. That sounds nasty. So, but either way that’s what you want, I think out of people coming to your site, it’s like, no, this isn’t for me, or it is for me. And you and I like what you said there. I think it’s good. It is really defining who your investor avatar is, and figuring out a way to do that. I’ve never heard it said, you know, think of a former version of your. I mean, that’s brilliant cuz yeah, I go, I rewind five, seven years and I’m like, gosh, I didn’t know anything compared to, you know what I know now. Um, so go back and try to, try to find me and, and serve to me what, what, uh, what makes sense at that point in time. This is really cool. I just love what you’re doing and how you are really niche down in your own business. And again, there’s not many people, if any, at all that are doing what you’re doing inside of the capital raising. What else have I missed? What questions should I be asking? Things that maybe typical clients ask? Anything on that front that I should have asked you about?
[00:15:49] Jason Wright: Yeah, so one thing I want to say about the niche thing that’s important is this is just my experience. Everything I ever say, it’s from experience. It’s not repeating what other marketers are saying. It’s all, all straight shooter. Here. Trying to figure out that niche can be extremely difficult. So here’s what I would tell you. Here’s what I. You can kind of niche down by targeting a former version of yourself if it makes sense, and then pay attention. Listen to the people that are investing with you. You might start to say, you know, Getting a lot of people like this and they’re great, and here’s why. You may have an opportunity to niche down right in your face. You may not be paying attention, so right. Be willing to pivot. Pay attention to the people you’re serving and listen to what they’re saying. That’s where you can get the tips to micro niche down. You’re not gonna figure it out on your own. That’s my experience with it. I’ll tell you this, I talk to people every single week. Capital razors. I will probably talk. Oh God, 2 50, 300 this year so far. And anybody who, it doesn’t even matter if they hired me, but anybody who talks about this stuff, there’s always this degree of shame. It’s really fascinating. Like, I’m so embarrassed. Can I tell you a secret? I’m like, I already know what you’re gonna say. Go ahead and say it. They’re like, I should be so much further along, or I haven’t started yet. I’ve been meaning to everybody in that place. Right? Even if they do have some stuff, there’s always this. I know I should be, there’s like this degree of shame around it, but it’s completely normal, so I give you permission to not be as far ahead with your marketing as you think you should be. Right. Thank you. Feel better. Other things you should be asking? One thing I’ll say is, In capital raising, just like with lead magnets, right? Trying to build your list. Um, if, if you want to do something different than the rest of the industry, get away from the PDFs. I challenge you to step away from the ebook or the one pager, create a lead magnet that’s powered by video and say, how do I give my target audience the information they want in a really palatable way? People love video cuz video not only teaches, but they can watch you and I think this person believes what they’re saying, so that makes me trust ’em a little bit. Right. You’re on video and you’re sketchy and you’re seeming scared, and it may, may not be a good choice for you, but now video can shorten, I know. Like, and trust curve a whole bunch for you.
[00:18:04] Sam Wilson: That’s really interesting. In what way? Because other than running a daily podcast. which goes on YouTube obviously every day, but other than this, like I don’t really use. I use video a lot in communication directly with investors, but not as part of an automated campaign. How would you suggest someone use video? Is it in follow up email sequences? Is it in, you know, part of the, you know, again, if you sign up for our investor list and you get a 10 email, you know, 10 emails from me. Are there videos inside of those? How, how do you see that effectively being?
[00:18:39] Jason Wright: Any way you want to. So sometimes I’ll send out newsletters to my list of videos only. It’s just literally the headline will say, no text, only video, and they’ll open it and there’s an implanted video. You could do that to announce a new deal. Hey, there’s a deal. Can give you a two minute overview? If you wanna sign up to the webinar and do some below or whatever, um, you can drop links and texts through vid, you know, videos. Well, video testimonials are powerful. Get some of your best investors, maybe get a testimonial. Use that in your marketing. Follow the video testimonial is about the most powerful thing you can use in marketing, especially if the people doing them are unscripted. Just say, Hey, just spend two minutes in your own words. Don’t write it out. Just roll with it, because people pick up on that. And the nice thing about video from my standpoint, and make about 2000 a year through lomenzo. Hmm. I use it for SOPs in my business to train my team, answer client questions, marketing, et cetera. It’s so fast and easy. It’s so much faster than writing. I’m a one take guy. Unless something goes horribly wrong, one take and move on. Let’s keep going.
[00:19:43] Sam Wilson: That’s great advice, man. Yeah, and that’s something that I use in my video like you a lot. I was responding back to somebody’s, you know, a document the other day and I’m like, look, I’m just gonna record this and just talk you through it cuz it’s gonna take me an hour to type this all up in five minutes to send you a video. So, no, I love the use of video, but incorporating that into our marketing campaigns is, you know, probably not something that, you know, I’ve personally used a lot of, so I love the tips there. Jason, this has been awesome. I love the product you’re developing. I look forward to hearing more about it and staying in touch with you and just kind of seeing where this goes for you and your team, cuz you are certainly in a blue ocean and there’s loads of people like me out there that need what it is that you’re putting together. So, very, very cool. If our listeners wanna get in touch with you and learn more about you, what is the best way to do that?
[00:20:34] Jason Wright: Yeah. I mean go to our front porch, which is intentionally inspirational.com and yeah, find out what we’re doing and connect there if you want.
[00:20:42] Sam Wilson: That’s awesome. Intentionally inspirational. We’ll make sure we include those there in the show notes. Jason, thank you again for coming on the show today.I certainly appreciate it.
[00:20:49] Jason Wright: Thanks, man. I appreciate it.
