In today’s entertainment world, there are very few individuals who have the type of career and the name recognition that Will Smith has. The award-winning actor and chart-topping artist has proved he is truly a Jack of All Trades with successful television runs, Blockbuster and Academy Award-winning films and millions of albums sold around the globe. Even if you aren’t in the entertainment industry, there is no denying that Will Smith knows a thing or two about success. This is why when it is time to look for inspirational quotes from others for an extra boost of motivation, there is no better celebrity to turn to than Will Smith.
How Much is Will Smith Worth?
As if his numerous accolades and world-wide recognition wasn’t enough to convince you of his success, Will Smith is also one of the highest paid and richest celebrities working today. Although numbers can vary from outlet to outlet, it is estimated that his total net worth is valued around $250 million. He is estimated to earn, on average, around $30 million per year. While the number varies from publication to publication, there is no denying that Smith has earned a great deal of money and is showing absolutely no signs of slowing down any time soon. His business ventures, his profits from movies and music and the high paycheck he demands for every movie has helped the performer earn the title of one of the richest black male celebrities of all time, according to several publications.
Will Smith’s Business Ventures
In addition to acting and performing, Will Smith also has a history of making big investments in different companies and management solutions. He is also an investor in Carol’s Daughter, Fancy, Stance, Julep, BioBeats, Chromatick and the video sharing program Viddy. He is also a partial owner of the Philadelphia 76ers. Will Smith has been very active in all of his investments and has developed a knack for finding up-and-coming business opportunities and investing early on. He has made several joint-investment ventures with fellow performer Jay-Z. With so many business ventures under his belt, it should come as no surprise that Will Smith is hailed as one of the most successful and respected businessmen in the industry, in addition to his credits and success as an actor.
Will Smith’s Inspirational Quotes
Whether you are personally a fan of Will Smith, or not, there is no arguing that he is a successful man. He is also a very poised and driven individual and has delivered a number of impressive, and inspiring quotes during his decades of experience in the entertainment industry. Here are a few of our personal favorites.
“Whatever your dream is, every extra penny you have needs to be going to that.”
“I want to be the person that is the first person there and the last person to leave. That’s who I want to be, because I think the road to success is through commitment, and through the strength to drive through that commitment when it gets hard. And it is going to get hard and you’re going to want to quit sometimes, but it’ll be colored by who you are, and more by who you want to be.”
“So if you stay ready, you ain’t gotta get ready, and that is how I run my life.”
“I’ve trained myself to illuminate the things in my personality that are likable and to hide and protect the things that are less likeable.”
“Never lie, steal, cheat, or drink. But if you must lie, lie in the arms of the one you love. If you must steal, steal away from bad company. If you must cheat, cheat death. And if you must drink, drink in the moments that take your breath away”
“And where I excel is ridiculous, sickening, work ethic. You know, while the other guy’s sleeping? I’m working.”
“I’ve always considered myself to be just average talent and what I have is a ridiculous insane obsessiveness for practice and preparation.”
“If you’re not willing to work hard, let someone else do it. I’d rather be with someone who does a horrible job, but gives 110% than with someone who does a good job and gives 60%.”
“In my mind, I’ve always been an A-list Hollywood superstar. Y’all just didn’t know yet.”
“The first step is you have to say that you can.”
“Throughout life people will make you mad, disrespect you and treat you bad. Let God deal with the things they do, cause hate in your heart will consume you too.”
“Being realistic is the most commonly traveled road to mediocrity.”
“I know how to learn anything I want to learn. I absolutely know that I could learn how to fly the space shuttle because someone else knows how to fly it, and they put it in a book. Give me the book, and I do not need somebody to stand up in front of the class.”
“If you’re not making someone else’s life better, than you are wasting your time. Your life will become better by making other people’s lives better.”
“The separation of talent and skill is one of the greatest misunderstood concepts for people who are trying to excel, who have dreams, who want to do things. Talent you have naturally. Skill is only developed by hours and hours and hours of beating on your craft.”
“If you’re not making someone else’s life better, then you’re wasting your time. Your life will become better by making other people’s lives better.”
“Don’t ever let someone tell you that you can’t do something. You got a dream, you gotta protect it. When people can’t do something themselves, they are going to tell you that you can’t do it. You want something, go get it. Period.”
“Fear is not real. The only place that fear can exist is in our thoughts of the future. It is a product of our imagination, causing us to fear things that do not at present and may not ever exist… Do not misunderstand me danger is very real but fear is a choice.”
“The only thing that I see that is distinctly different about me is I’m not afraid to die on a treadmill. I will not be out-worked, period. You might have more talent than me, you might be smarter than me, you might be sexier than me, you might be all of those things you got it on me in nine categories. But if we get on the treadmill together, there’s two things: You’re getting off first, or I’m going to die. It’s really that simple.”
“When you’re running and you are there, there’s a little person that talks to you and that little person says “Oh, I’m tired”, “My lounge’s about to pop”, “I’m so hurt”, “I’m so tired”, “There’s no way I can possibly continue”. And you wanna quit. Right? That person, if you learn how to defeat that person when you’re running you will learn how to not quit when things get hard in your life.”
Will Smith’s Kids are Successful, Too!
In addition to having a great deal of success in his own right, Will Smith also unsurprisingly has very successful kids as well. His two kids Willow and Jaden Smith with wife Jada Pinkett Smith has already found a great deal of success in their own right. Despite being just young teenagers, the two famous teens have already found success in their own right. Will and his wife have taken a “hands-off” parenting style that give their children a great deal of freedom of expression, according to Smith.
This has helped both of his kids find success as recording artists, designers and artists. Willow Smith has had successful singles with her record deal at Roc Nation, including “21st Century Girl” and “whip My Hair.” She has also acted in several fills including I Am Legend and Kit Kittredge: An American Girl.
Jaden is best known for his role in the major motion picture remake The Karate Kid. He has also starred in The Pursuit of Happyness and The Day the Earth Stood Still. By the time Jaden turned 12 all three of the films he had been in had debuted at the number one spot on their opening weekend.
Although the two Smith children have come under fire for their artistic lifestyles and mostly for choosing to “educate themselves” they are also two of the most noticeable young people on the planet, constantly covering magazines and being named models and brand ambassadors for some of today’s biggest brands. With so much potential in their young careers and only being teenagers, the two award winning performers are already on their way to greatness.
After all, with a successful and inspirational father such as Will Smith who is one of the most successful and honored actors in Hollywood today, it should come as no surprise that these two young people are already following in the footsteps of their successful father.
A successful man is successful not because he is lucky, but because he has the skills and characteristics that make him successful. Boosting your finances isn’t so easily done, and the frustrations and challenges that come your way may even drag your money and morale down. Most millionaires have many things in common—aside from lots of money—and they are skills that you should uphold as well. Here are some skills or characteristics most successful people have.
One of the characteristics you should have is being an Opportunity-Seeker. Always be careful and wise in analysing your environment and the situations around you. Know when you can knock on doors of opportunities and also be able to weigh out the risks and benefits before you take chances. Learn to identify which opportunities are manageable. Avoid deciding immediately until you have weighed the risks and benefits well. Manage your money well, and be wise with your investments. Otherwise, your money will go down the drain.
Another characteristic is always starting with the end goal in mind. Having a clear vision of success is essential because it constantly reminds you to do your best to achieve your goals. There may be times when challenges are hard to overcome, there may be times when you want to quit and pursue other things, but your vision of success will keep you motivated and will keep you on track to achieve your goals no matter how difficult situations are.
The third is focusing on action over words. When running a business or a project, what’s important is not just being able to understand and relay what should be done. You must make things work and ensure that everything is planned and implemented properly. A successful man is organized in the way he does things and expects to have the best product. When working with people, choose those that are excellent and determined in doing their work with quality. Always remember that actions matter more than words. Hire the best possible people to get your jobs done. With proper management, you can make a great team.
Never stop learning. No matter how much you have known over the months or years of experience you have with your job or business, keep in mind that there is always room for improvement and additional knowledge. A successful man does not stop learning when he achieves what he wants. He, instead, will be more open to opportunities to learn and invest in new ideas and innovations. Listen to the opinions and suggestions of other people and make the most out of them. Catch, improve and innovate new ideas into parts and parcel of a new successful work.
Get your work done as soon as possible. Delegate the work. Divide among the group the tasks to be done and communicate with each other from time to time for everyone to be updated with what’s going on. Avoid procrastinating and being distracted with trivial things while you are doing your work. However, this does not mean that the quality of your work can be sacrificed for the sake of being finished early. Never compromise when you can have excellent works laid down the table. Set aside possible distractions and focus on what needs to be done. This goes along with what has been mentioned above. Bear in mind that: Fewer distractions—more work done.
Last but not the least, know how to create win-win relationships and situations in everything that you encounter. There may be times that you will be forced or tempted to sacrifice things on hand to achieve something that you want. Before you compromise, search for deals and transactions where both sides “win” or acquire what they wanted without a big loss of their parts. For example, if you’re running a business, a win-win relationship comes in when you help your colleagues and office mates achieve their goals, and in turn—they help you achieve your goals. Win-win situations are often discarded and overlooked easily by businessmen and entrepreneurs. But, the successful man always looks back in search for situations where both sides benefit.
Again, becoming a Millionaire is not a walk in the park. It is not simply walking past a bridge. Becoming one requires the skills and characteristics mentioned above. Many people have grown successful in their own set of fields, and no matter how different their fields are from each other, if we take a closer look—they have similar characteristics and principles that they follow in the way they handle things. It just takes the will of a thinking man for him to pause and review what he is doing and how he is doing. We must all be open for little changes in our lives—positive changes, specifically—and then we will transform into wiser, wealthier individuals.
Our team kicked off the new year by attending Affiliate Summit West in Las Vegas. The conference brought together thousands of professionals from the online marketing world to discuss the latest trends and learn from experts in the industry. With an exciting new year of opportunities ahead, the conference was buzzing with insightful discussions on how to find success. One subject that is always top of mind at conferences is how to boost ROI to make campaigns more profitable. As always, we were eager to join in on this important conversation. Drawing on the educational sessions from ASW 2016, we’re breaking down three ways to boost ROI for your online campaigns.
1) Do Your Research
This was a common theme amongst many speakers at ASW. You may have heard it before, but even though it’s a new year, some tactics for success remain the same. Doing your research before diving into a campaign should always be your first step. Whether its monitoring trends on Google Alerts, researching top affiliate offers or analyzing your competitor’s strategy, research needs to be done. This allows you to:
Determine if the opportunity is worth investing in
Discover who is already succeeding at this in your industry
Establish benchmarks for ROI
Set yourself up for success with an informed strategy
There is an endless amount of resources out there for you to leverage in your research process. Find the ones that are relevant to your industry, target market and business and you’ll be on your way to a profitable campaign in no time.
2) Get Personal Through Relevancy
Advancements in technology are giving brands and marketers the opportunity to create more and more unique, personalized experiences for customers. As a result, customers have come to expect a more personal experience from their favorite brands. In fact, they actually feel more positive towards brands that do so. How can you get more personal with your digital campaigns? Be relevant. According to Dale Carr, Founder and CEO of Leadbolt, advertisers can use advanced targeting to reach audiences ‘in the moment’. For example, creating campaigns that are specific to holidays, celebrations or events and the people that partake in them. Targeting your audience at the right place and time builds a stronger connection, which should influence purchases.
Snapchat does this effectively with their live-story filters. They allow users to apply holiday, location or event-specific filters to images if they are in the geographic area where it’s taking place. Everyone else on Snapchat can then experience these moments from wherever they are in the world. Whether it’s the Victoria’s Secret Fashion Show or celebrating the New Year in various locations, Snapchat creates extremely relevant advertising opportunities for brands and unique experiences for users.
3) Optimize or Die
Shannon Macleod, Optimization Strategist at Conversion Geek, gave a stellar presentation that drove this point home. The best way to optimize? Invest time into fully understanding what works so that you know instead of guessing what your next move should be. For example, if your landing page isn’t converting, take time to understand why. Consider the point where most customers are leaving the conversion process and then determine how you can change the design to prevent drop-off. Perform an A/B test until you find the optimal design. This will take time, but investing in it now will yield greater results in your conversions and ROI later. Check out specific examples from Macleod’s presentation here.
If improving ROI is one of your goals for 2016, don’t forget to do your research, get personal and remember to optimize.
Huge thanks to Affiliate Summit for putting on another incredible conference. Make sure to subscribe to our blog to get updates on what conferences we’ll be attending next!
Ever wondered what success habits separate high achievers from the rest of the dreamers?
Some people perform better. They achieve more and always succeed in what they do. But what more do they have that helps them get such results?
Truth is, they aren’t any different from us – at the beginning we’re all equal. But what differentiates them from the rest is the behavior they adopt on the way to achieving their dreams.
15 Success Habits High Achievers Have
High achievers have different habits than the average people. Their days consist of others activities and their head is full of other thoughts.
So here are the success habits and best practices of such people that make them stand out, get things done and move forward:
1) They Get Up Early
The average person needs a lot of time to wake up. That’s because he usually goes to bed late, stays in front of the computer, and is now hitting the snooze button, trying to put off starting the day.
But if that’s the firth thing you want and think about in the morning – how to avoid an early start of the day – then how do you expect the rest of it to be any better?
A different approach, however, is to go to bed earlier and have a good sleep. To wake up motivated to take action because you got stuff to do. To face the day, make the most of it, realize what a gift it is and be excited about what it will bring.
2) They Read
Instead of checking email and using your phone all the time, watching TV, being on all social medias and constantly updating random statuses, you should sit down and do some reading, or writing.
That’s an activity for your free time that will make you think, grow, learn and improve in general. And it’s what high achievers do daily.
The benefits are amazing – you get energized, boost productivity, jumpstart the day, have time for yourself, plan out the stuff you need to get done later, and have a peaceful morning. So think about it if you don’t have a routine already.
When you’re serious about becoming successful and achieving more in life, sleeping in is not an option. But it’s also important how you spend that first hour after leaving bed. And filling it with productive, positive and creative activities like meditation, a quick workout and some writing or reading, is the best option.
4) They Have A Vision
A life without direction is pointless.
Those who actually achieve something and get somewhere, are seeing that place much earlier than the time they actually get there. Because in their minds, they’re constantly visualizing the upcoming success in details.
That’s a powerful technique that can get you closer to whatever it is that you want in life. No matter how big.
5) They Rest Properly
Successful people sleep well, take breaks, power nap, meditate to clear their mind every day, and have other rituals that help them relax, rest their body and mind, and not feel drained at the end of the day.
This helps them work harder, be more focused, get better results, and eliminate stress and depression.
6) They Take Responsibility for their Actions
Blaming other people, or even circumstances or life in general, is an awful habit many people share. But that’s not how a determined person sees things.
Instead, he takes responsibility for his actions, even if he’s made a mistake, learns from it, accepts it, and moves on trying to do it right next time.
7) They Talk About Ideas with Other Purpose-Driven People
If you’re surrounded by negative people who let you down, complain about their lives all the time, or are just talking about other people and events in their life, you won’t change for the better.
But you can still turn that around and choose to communicate with positive individuals, spend time with creative people, full of life and positivity, ambitious human beings with goals and dreams. And soon you’ll see yourself thriving.
After all, environment is crucial for success and we’re the average of the five people we spend most time with.
8) They Have an Evening Routine
For maximum results you should start the day with a morning routine, and end it with a bedtime ritual.
It may include stuff like examining the day and assessing your performance, making a plan for tomorrow, brushing your teeth and flossing, meditating (again), and doing some reading so that you can go to sleep faster.
And it definitely doesn’t include any food, electronic devices, alcohol, or falling asleep on the couch in front of the TV.
9) They Prioritize
Even if you have 50 things to do today, there are just a few that are really important. Your job is to define them and focus on them first.
These are the things that help you move towards your goals, that help you improve, earn more, be in a better shape, etc.
10) They Say ‘NO’ to Some Things
High achievers know they have to say ‘no’ to stuff that seems pretty tempting now, but which can only harm them in the long term.
So they often miss parties or other social events, get up early even though they really want to stay in bed, work out when their mind tells them to stay in front of the computer for a little more, and don’t eat the junk food they crave.
Sacrifices like that are what shapes your character and make you the person you need to become in order to lead the lifestyle you imagine.
11) They Grow Spiritually
As I mentioned, some of their best (and daily) practices include reading, meditating, interacting with creative and passionate people, etc.
And all that helps them grow. Soon, it becomes a habit for them to look for chances to learn new stuff, try new things, gain experience and evolve.
12) They Eliminate Distractions
Distractions are everywhere. And always will be. But if we realize how important our current activity is, and choose to focus only on it, other people coming in the room, notifications, worries, fears and random thoughts won’t matter that much.
So concentrate on what you’re doing now. And if it’s connected to your dreams, you’ll find a way to eliminate everything that distracts you and will actually get some work done.
13) They Take Immediate Decisions
People usually spend too much time trying to make a decision. Even if it’s an easy one, they struggle with choosing an option as they try to choose the best one.
But you should let go of perfectionism. And, instead, just take one of the two things and make the best of it.
14) They Get Rid of Time-Wasting Activities
Most of the things we do daily aren’t productive. In fact, they are only slowing down our self-improvement process. And the best we can do is stop doing them and do more of what works and has helped so far.
Reading newspapers may not have any positive effect on you, but if you spend that time planning out your whole day in details, you’ll be much more productive and will see the bigger picture of where you’re heading in life.
15) They Approach Other Successful People
Often we’re too scared to even try to talk to someone that’s superior to us. But people like that are usually friendlier and more open-minded than we expect.
After all, they too started somewhere and wanted to change and ask more successful individuals for advice. So they might as well take the time now to give you some tips, help you in some way or encourage you and give you feedback.
Great habits, right? And none of them are hard. You can start applying them right now. But start small – one change at a time.
Can you add other practices that lead to greater results in life?
Life is demanding, and it’s very easy to feel that life is out of control. But you have a choice. You can bring balance to your life if you make it a priority. It’s easy to spend all day chasing objectives, only to feel that you’ve accomplished nothing at the end of day. Rebalancing your life is possible. A busy life can be meaningful, interesting, and invigorating.
Try these effective strategies to create balance in your life
1. Learn to be more patient. Your life might be more balanced that you realize, but it’s hard to see it if you’re impatient. A lack of patience makes every situation more challenging. A little patience makes many challenging situations manageable.
* Impatience is one way you agitate yourself. You also make yourself less capable in the moment.
2. Simplify. It’s very easy in today’s world to buy more things than you need and take on more responsibilities than you can manage. Every extra item and responsibility in your life can create imbalance. Eliminate the superfluous and bring more harmony into your life.
3. Give your health a priority. When life gets hectic, our first response is to sacrifice ourselves for everyone and everything else. This is a mistake. Without good health, life becomes very unbalanced.
* If you don’t give your health the priority it deserves, your resulting bad health will eventually get your full attention.
4. Create a schedule that includes downtime. Downtime isn’t just the time that’s left over after your responsibilities are completed. Downtime is something you do on purpose. Plan for it. Make time for it. Knowing you have a break scheduled in the near future will motivate you to spend your time more effectively.
5. Get started early. It’s challenging to start the day and common to procrastinate. Time is such a valuable resource. It’s possible to increase your wealth or to receive more love, but we’re all limited to 24 hours. Once you fall behind, the entire day is out of balance.
* Get started on your day with a purpose and the rest will fall into place.
6. Spend time on the activities that mean the most to you. Your family is likely a priority, but what else do you find meaningful? Hiking? Playing the violin? Reading? Working isn’t the only priority in life. The more time you’re able to spend on enjoyable activities, the more you’ll enjoy your life.
7. Spend time on your relationships. This includes, but isn’t limited to, your romantic relationships. Keep up with your friends and extended family too. It takes time, but you’re probably wasting time on something less meaningful, like television.
8. Get enough sleep. Do you sleep less than seven hours each night? Even if you’re highly successful, you could be doing even better. Studies have shown that performance increases for many tasks, both physical and mental, when subjects receive at least seven hours of sleep.
* If you don’t have time for seven hours, it’s time to reexamine your priorities.
9. Make yourself your biggest priority. When you take good care of yourself, you can take better care of others. When you’re at your best, your performance at work is at its highest. It might seem selfish to prioritize your own needs and happiness, but everyone in your life will benefit from this mindset.
Define what having a “balanced life” means to you. Balancing your life will be impossible until you clarify what balance means to you. How much time would you spend at work? How much time would you spend at home? How many leisure hours do you need each week? How would you spend those hours? Create a well-balanced life by choosing your priorities wisely.
Increasing conversion rates is a science. Achieving it requires knowledge, and testing. It often seems complicated, but for me, regardless of who you are, what your niche is, what you sell, or how much traffic you get, it all starts with this one idea…
MEETING YOUR VISITORS EXPECTATIONS.
A visitor first comes into contact with you via an ad. Whether that’s your page’s description ranking for a search term, or some paid ad, this is how your relationship with that person starts.
Right at that moment, an expectation is set. They read what your “ad” says, and they get some idea in their heads about who you are and what you’re going to give them.
Then they get to your site.
How well your site meets the expectation you set them determines how deeply they’ll engage with your content.
They read your content and if it’s what they were looking for, they see your affiliate link. They’re considering the product you promote.
When they look at your affiliate link, another expectation is set.
They’ve listened to what you said about the product and there’s a set of things they’re expecting to see when they reach the sales page for that product.
How well the sales page meets the expectation you set in your presell determines how likely they’ll be to buy the product.
These two meetings of expectation are what conversions rest on.
You therefore have two bits of analysis to do, if you want to increase affiliate sales on your site that’s getting SEO traffic.
1. “DOES MY TITLE TAG & META DESCRIPTION ACCURATELY REFLECT MY CONTENT”?
There’s plenty of talk about mentioning your keyword here. Or about being seductive and appealing so as to generate the click.
But neither of those will improve sales if you’ve set an expectation with your title tag and meta description that isn’t met in your actual page content.
Here’s an example.
The wonderful, and rather wise Priscilla Schoeman wrote a review of the Rankings Institute last year. It ranks for the keyword “Rankings Institute review”.
Here’s what it looks like to a searcher:
So the expectation is set.
I click this link thinking “I’m going to see whether RI is worth the investment… maybe she’ll tell me something no one else can, and maybe there’ll even be some special deal”.
Then here’s what I see when I get to the page:
Now this is by no means bad.
She’s established that this page is definitely about the Rankings Institute… like I expected when clicking.
She even shows the Logo of RI, to prove it’s definitely THAT RI we’re talking about. (This is quite important in many niches, when there are a lot of different products that are quite similar, perhaps even for the same brand).
But there are some bits that she doesn’t do straight away, which would certainly help those expectations be better met. Namely:
1. It’s not going to hurt to state right there at the top that this is a review, and from the perspective of someone in the course. Remember the expectation was set of “inside info”. I’d want to tell people straight away that what was promised, is exactly what they’ll get.
2. She didn’t say anything about the “investment” in this early paragraph.
Most of us have heard the phrase “tell them what you’re going to tell them” and this is key at this point, because expectations will be met if tell them that what you said you’d tell them… you’ll definitely be telling them…
In other words, you need to assure them that this page is definitely going to have what you promised them. And assure them IMMEDIATELY.
Reading that first paragraph they have no trust in you. They’re still considering hitting the “back” button and choosing another site.
But that thinking stops if they instantly see that they’re going to get what you promised them.
To me, Priscilla’s review is more engaging (and will have more people reading on) if it says in that first paragraph:
“I’ve made the investment in the Rankings Institute program and this review attempts to help others decide whether the same investment will pay dividends for them”.
Boom. Exactly what they thought they’d find at this page. They can feel confident to keep reading.
When you’re doing this analysis, you go through your own content in that same way, continually asking “Are readers clearly getting what I promised them here?”
2. “DOES MY REVIEW, (AND MY CALL TO ACTION IN PARTICULAR) ACCURATELY REFLECT MY PRODUCT SALES PAGE”?
It’s great to get people excited about the product you’re promoting. You want to tell them why the product is great and why people like it.
But if you aren’t also accurately reflecting what they’ll see when they click your affiliate link, it won’t be effective.
Here’s an example from a different site. This is a review of a GPS watch.
Here’s what I see on the review…
And here’s what I see when I click that – rather small – link to Amazon underneath the watch.
Let’s play spot the difference.
For one, the price is different. I was expecting $177 and I got $183.
Maybe I won’t care about the $6 difference but there’s no reason for an affiliate to risk it. Probably this review just hasn’t been updated but this is definitely the kind of thing you need to watch out for.
For two, the image of the watch is slightly different. A different face is showing. This is negligible but in other cases it can be more significant. What they see on the merchant page has to be exactly what they saw on your page.
The point is, your prospect is close to making a purchase here. You don’t want to give them a reason to even blink, let alone wonder whether your review was definitely accurate.
That was an easy one, but common issues are things like:
- You promote a product that comes in 3 colors. Your affiliate site shows an image of the product in one color, and the first image visible at the sales page is the other color. It looks like a different product and people might be put off.
- You tell people there’s a special offer or some bonus currently available and they can’t see it mentioned on the sales page.
- You tell people about the 5 star reviews but when they get to Amazon there are a couple of 1 star reviews high up on the list, that you didn’t mention.
- Something you told people about the product is contradicted by something else on the sales page (can happen when a reviewer on Amazon contradicts something your review, and the manufacturer says)
And there are many more.
Making sure you’re meeting customer expectations at the content/call to action level is easy enough.
You just double check to make sure all the details are right, and that all the impressions you gave them about the product will be confirmed when they hit the sales page: No ambiguity, no confusion.
THAT’S THE BASIS OF HIGH CONVERSIONS
Everything else comes next. There’s no need to test different buttons, or colors, or adjust your pre-sell copy… or heck even abort a product review because it’s not converting… before you’ve taken the steps outlined here.
Go run the analysis on your sites and keep those affiliate sales coming.
THE FORMER APPLE RETAIL GURU WAS SEVERELY HUMBLED AFTER FLAMING OUT AT JC PENNEY. ONLY A STARTUP COULD SAVE HIM.
Most mornings, Ron Johnson rises just after 4 a.m., without the use of an alarm clock, and sets off on a five-mile run. "My strategy is, if I wake up before 3 a.m., I go back to sleep," he explains to a group of his employees, a dozen men and women in their twenties who listen with a mix of awe and a little horror. Next, he hits 50 chip shots in his backyard in Atherton, California—"because your short game matters"—and then, as the sun is coming up, he spends a couple of hours answering emails.
Johnson’s goal is to get his blood flowing before he ever sets foot in the offices of Enjoy, the Silicon Valley e-commerce startup he founded last year, and which officially launched in May. He tries to spend the entire workday in meetings, usually receiving updates and conducting informal reviews with groups of employees like this one.
Johnson has a desk with a computer on it, but he almost never sits there, and although he carries an iPhone, he mostly gestures with it. In my time with him, I never once saw him even glance at the screen. "Anytime you’re going to your phone, it’s a withdrawal from a relationship," Johnson says. "The team needs to feel your presence, your concentration, your interest."
Johnson, 56, has found that he can be efficient this way, so much so that on most days, he heads home around 3 p.m. Family matters to him—he’s married and has a daughter, 20, and a son who’s 18—and, as he explains, he’s not as young as he once was. "You’ll find, when you get older, the cycles tend to get the better of you," he says, leaning back in his chair, allowing his legs to slide forward and his hands to fall behind his head, as he breaks into a wide smile.
His audience, part of a team that delivers high-end consumer electronics to people’s homes, laughs politely. Many of them started their careers at the Apple Store, which Johnson helped create, so they regard him as a hero, and also as a bit of an alien. Although we are sitting in the offices of a small Bay Area tech company, the CEO is dressed as if he’d just stepped off the back nine at Pinehurst—white Lacoste polo shirt, light-blue trousers, athletic socks, and golf shoes. Johnson’s background, habits, and mannerisms run contrary to just about every stereotype about what makes for a successful startup CEO.
Most tech company founders are coolly rational engineers; Johnson is a marketing guy with strong emotions and a penchant for showmanship. He is a regular churchgoer, a man of faith. Most Silicon Valley founders are proud workaholics; Johnson sports a tan acquired during a nearly monthlong summer vacation on the French Riviera. And then there’s the age thing: Johnson is almost twice as old as the typical founder of a venture-capital-backed tech startup, according to a Harvard Business Review study.
Still, he is among the most accomplished retail minds of the past two decades, having orchestrated the design partnerships that turned Target, the Minnesota-born discount chain, into "Tar-zhay", the middlebrow mega-retailer, while developing a playbook that H&M, Uniqlo, and many others have copied. Johnson’s work at the Apple Store created a business that makes more money per square foot than any other retailer in America and helped to transform a geeky niche brand into one as ubiquitous, beloved, and profitable as any American company in history.
Then, he had the audacity to attempt one of the most ambitious business turnarounds in modern memory—remaking JCPenney, the ailing department store chain. Even after the public humiliation of his firing, Johnson could have found work with any number of other struggling retailers, become a very well-paid consultant or investor, or even retired. Instead he is going for broke, having raised $80 million from Kleiner Perkins Caufield & Byers, Highland Capital Partners, and Andreessen Horowitz, among other investors, including Johnson himself, to found Enjoy. The company sells consumer electronics via the web—AT&T iPhones, GoPro video cameras, Sonos speaker systems, DJI drones—and has its couriers, or "Experts," in Johnson’s parlance, act as modern-day Maytag Men, hand-delivering the items in as little as four hours (currently in the San Francisco Bay Area and New York) and giving customers lessons on how to use them. The company offers service calls, too, with Experts showing up at your house and helping you learn how to use your digital camera or smartphone. The cost is $99 per visit, though it’s free if you buy something through Enjoy. "What we’re trying to do is deliver unimagined customer experience," Johnson says. "It’s better than a store, it’s the same price as online, and it’s faster than even Amazon Prime."
Enjoy, like all startups these days, dreams of both changing the world and becoming an insanely valuable enterprise. But for Johnson, Enjoy is more than even that. It’s a chance to find himself.
"If you have thoughts, jump in," Johnson says to me as he convenes a 9 a.m. meeting with eight employees in Enjoy’s Menlo Park headquarters late this summer. "Why not?" Having started his career as a trainee at Mervyn’s department stores, he runs Enjoy like a retail manager, paying little attention to hierarchy, preferring huddles to one-on-one meetings, and asking for direct feedback from anyone who happens to be in the room.
At the time of our meeting, Enjoy is about a month away from the biggest day in its brief history: the launch of Apple’s new iPhones 6s and 6s Plus. Thanks to a deal Johnson made with AT&T, hundreds of the carrier’s customers in Enjoy’s delivery areas are expected to buy phones each day, which means that the company’s Experts will have to hustle to fulfill all of those orders. But for the partnership to work for Enjoy, AT&T customers need to see the service as more than merely free delivery. Johnson slouches in his chair, sips from a big bottle of Smart Water, and counsels the group packed into a small conference room. "You’re in the relationship business," he says. "The measure of success is if they come back" and buy something else. "You don’t go on a date to see the movie; you go to a movie because you’re interested in a relationship."
Enjoy’s Experts hope they’ll be able to form emotional bonds with these new customers, but they will also need to gather a raft of data, including email addresses and their technology preferences, so that Enjoy will be able to market to those customers directly. The current plan is to do this through a survey on an iPad, but Johnson thinks that sounds a little tacky. "What if the Expert could do it through a natural conversation?" he asks. "That’s very different from, ‘Give us all your information.’" He suggests that the Expert memorize the responses to input later, the way waiters at fancy restaurants take orders without a notepad.
Johnson, who grew up in Edina, Minnesota, is still very much the humble Midwesterner—he often begins sentences with "my instinct" or "my intuition"—but there’s no doubt who is in charge. When the company’s head of supply chain, Omar Devlin, a former Apple operations guru, suggests that Enjoy shoot to have its Experts show up on time 95% of the time, which he says would be an appropriately impressive, and achievable, goal, Johnson starts to lose his composure. "Ninety what?" he asks. "Ninety-five percent would be a very good accomplishment. But 98% is a better goal." When I ask Johnson about it later, he tells me that he rarely prepares for meetings, choosing instead to react emotionally to what’s being discussed. "I want to create a space where everything is in the moment."
Johnson is full of these Zen-like aphorisms, often telling employees to "ruthlessly eliminate hurry." He projects this calm in part by hurrying when nobody is looking. "Underneath that calm is a boiling cauldron," says Bill Campbell, a former Apple board member and a longtime friend of Johnson’s.
If Johnson’s management style sounds vaguely familiar, that’s because it’s modeled after that of one of his mentors: Steve Jobs. By 2000, Johnson had become a retail wunderkind (at almost 40) after recruiting acclaimed architect and designer Michael Graves to produce a housewares collection for Target, where Johnson was the VP of merchandising. Jobs was in the market for a retail genius to run his planned stores. "Steve and I connected right away," Johnson tells me. After all, he sold Graves by telling him, "Good design shouldn’t be expensive." Jobs saw a kindred spirit in Johnson.
The Apple Stores were, by every measure, an unprecedented success and made Johnson’s then-counterintuitive decisions—the high-end locations for a computer store, the layouts that emphasized what you could do with Apple’s products, and, of course, the Genius Bar—into retail orthodoxy. Less appreciated, then and even now, is Johnson’s idea that he could find enough employees who, as he puts it, "know technology and can love people." He personally interviewed every Apple Store leader and insisted that those folks personally interview every employee on his or her team (often 100 people or more) to imbue Apple Stores with a culture of personal service. "My whole goal was that everyone knew someone well who knew me well," he says.
Johnson’s bet on people was expensive, but it is one of the secrets to Apple Stores’ success. "There’s a Midwestern warmth," says Campbell. "Ron put that humanness in there."
By 2011, Apple Stores were generating $5,600 per square foot, and Johnson was the biggest star in American retail. Johnson admits now that running it had begun to feel "like hitting golf balls"—fun, yes, but no longer some great adventure. "We knew how to design a store, we knew how to deliver a great experience," he says, "but it wasn’t challenging." Not only that, but Jobs had already indicated that Tim Cook would succeed him as CEO; it was unlikely that Johnson would ever get that job.
A few months before Jobs’s death in October of that year, the activist investor Bill Ackman approached Johnson with a particularly intriguing challenge: Could the guy who made Apple a cool retailer do the same for the venerable but dowdy department store JCPenney?
Johnson’s roots were in department stores, so he was tempted. He could stay at Apple for the rest of his career, but should he? Penney’s may have been a faded brand, but it was also a very recognizable name. As Peter Bell, a friend of Johnson’s and a partner at Highland Capital Partners (which led Enjoy’s $50 million second round of financing), tells me, "You can say that Ron had bad judgment. But it would have been glorious if it had worked." He accepted the job.
Johnson’s troubles as CEO started almost immediately. His first public move at Penney’s was to stage an Apple-style launch event, where he unveiled a more youthful logo and a "fair and square" pricing scheme that ditched coupons and sales in favor of round numbers. The changes, bolstered by a dramatic new ad campaign starring Ellen DeGeneres that first aired during the Oscars, represented an elegant solution to the problem of rampant discounting, albeit one that none of the company’s customers, many of them coupon-loving senior citizens, had asked for. (In his 12 years at Apple, Johnson had internalized Jobs’s disdain for focus groups and customer tests, so he hadn’t bothered vetting any of his new ideas.) "We insulted the core customer," he now admits.
Not surprisingly, sales fell precipitously, the company lost close to $1 billion for the year, and the board began to wonder if Johnson knew what he was doing. "You watch Steve [Jobs] do a turnaround and you sit there and think, ‘I would like to be the architect of something like that,’ " says Campbell, explaining Johnson’s thought process. But, he notes, Apple’s turnaround "took seven or eight years, and Ron did not have that chance." Under pressure, Johnson dug in, stubbornly refusing to test new initiatives and reportedly approaching the old Penney’s culture with the sort of contempt Jobs had once reserved for Apple’s competitors. With his family in Menlo Park, Johnson commuted to Plano, Texas, by private jet—all while laying off 19,000 employees.
The adventure, which ended with still more losses and Johnson’s firing in April 2013, damaged his reputation (commentators began to suggest that he’d merely coasted off of Jobs’s brilliance) and his bank account. He had invested $50 million personally in JCPenney warrants, which will only mature if the stock price rises above $30 a share by 2018. Today, the share price is around $10 and Johnson’s investment looks, essentially, worthless.
Those closest to Johnson say he approached failure in much the same way he approaches everything: with preternatural cheeriness. "Ron is relentlessly positive," says John Ortberg, the senior pastor at Menlo.Church, where Johnson regularly attends services. Even so, Ortberg continues, "the criticisms marked him. There’s a recognition of things he can’t control."
Johnson’s friend Marc Andreessen advised him to take a year off, but soon after his firing, startup CEOs started calling, asking him to speak to their teams. "I think they felt sorry for me after the Penney’s thing," he says with a chuckle. He spoke at Airbnb, Dropbox, Box, and Google, and met with founders of up-and-coming retail startups, such as the Bay Area’s Philz Coffee and the L.A.–based clothing brand Nasty Gal. (He’s now an investor in both.) He also met with a number of consumer electronics startups, including Jawbone and Sonos, which were looking for better ways to get their products into consumers’ hands. "The question that kept coming up was, ‘How do we go to market?’ " he says. "The old way is not working."
In a meeting with Sonos CEO John MacFarlane, Johnson suggested that Sonos send representatives to customers’ homes to sell the company’s high-end sound systems. MacFarlane loved the idea—"The best place to experience a Sonos product is in your own home," he tells me—but told Johnson that Sonos, which reportedly sells more than $1 billion in products annually, could not support such an operation. He suggested that Johnson do it himself, with a startup.
Enjoy initially came to Johnson as a tagline. "One day I woke up and said, ‘Order today, enjoy tomorrow,’ " he recalls. The original concept was simple: "What if we just brought the best of the Apple Store to the customer," Johnson suggested to Tom Suiter, a former Apple creative director who had worked with him on Apple Store displays. Suiter, who would join Enjoy as cofounder and its head of creative, loved the idea and began working on branding right away. "I really felt like if there was anybody who could do this, it was Ron," he says.
For Johnson, who was raised Lutheran, the decision to start Enjoy was partly spiritual. He had regular lunches with Ortberg, who encouraged him to think about work as an extension of his beliefs, as "love made visible." Johnson has never talked about his faith publicly, but it’s been a part of who he is since he was a little boy. It informs how he thinks about designing stores and creating great customer experiences. "I’d sum up the whole Bible in four words: Love God, love others," Johnson says. "Most love is not emotional love. It’s rooted in compassion or help. Look at the Genius Bar. You’re just helping people. And so that’s what my governor is: How do you create an environment where you feel this love? Because love is contagious."
Johnson’s rebirth as a startup entrepreneur allowed him to recast the trajectory of his entire career. What he’d loved about Apple, partly, was that Jobs had essentially given him a blank slate. And what had doomed him at Penney’s was that it was an entrenched brand, making the wild changes he’d sought all but impossible. "I realized big companies are not my thing," he says, despite having spent his life working within them. "I love creating, and I love beginnings. It felt like, ‘I can do this.’ "
Johnson was not shy about using his Rolodex to give Enjoy a leg up. His first call was to AT&T Mobile CEO Ralph de la Vega, who agreed to become Enjoy’s first partner, and one of Johnson’s initial investors was Oak Investment Partners, where Johnson’s mentor at Mervyn’s, Jerry Gallagher, had worked before he died in 2014. Johnson did not ask Apple CEO Tim Cook for help; he wanted to prove himself as an entrepreneur first. "If I went to Tim, it’d feel like he was doing me a favor," he says. "I want to earn the right to serve Apple."
On a Saturday night this summer, on a bit of a whim—and okay, maybe after a glass of wine or two—I log on to Enjoy’s website. I’m tempted by a $1,500 Boosted electric skateboard, but my wife quickly vetoes that idea. I then gravitate toward the Sonos Playbar, which is basically a fancy speaker for your television that costs $700, plus tax. Seven hundred dollars seems like a lot of money to spend on a single speaker, but it’s half the price of what I really want, and my wife is open to something that would improve the sound on our TV. Enjoy has a generous return policy, so if I have any regrets, I can always send it back. And hey, this is for work, right?
The following morning, my phone rings. "Hi, I’m your Enjoy Expert, Omar." He sounds genuinely enthusiastic even though he has been assigned to come to my apartment at 5 p.m. on a Sunday. He promises to send me a text when he’s an hour away. Omar turns out to be Omar Pouerie, 26, a former Apple Store employee with a mohawk and a calming presence. He arrives at my front door at 5 p.m. sharp, having already tested and updated the software on my new speaker back at the Enjoy "house," as the company calls its home base in each city. (Enjoy does not have traditional retail space, but rents hip lofts in New York and Menlo Park for its Experts to commune. Johnson is already looking at possible locations in Los Angeles, where it’ll likely land next.)
Omar, who wears a uniform Johnson designed with Uniqlo to convey trust—white button-down shirt, blue puffer vest—works efficiently, and he quickly walks me and my wife through the basics of how to use the speaker. He supervises as we each download the Sonos app onto our phones, and shows me how to connect my Spotify account so that we can stream music. Omar and I trade parenting tips—my wife and I had recently had a baby; Omar also has young children—and within 25 minutes he makes a discreet exit, without pausing for a tip, which Enjoy prohibits. "You gotta have really good EQ," says Johnson, referring to the measure of emotional intelligence. "But you don’t want to get too personal."
The experience is incredibly convenient, and perhaps, more importantly, it makes buyer’s remorse seem unthinkable. By the time Omar walks out the door, I am committed to my extravagant purchase. After all, it’s already blasting music.
This is by design. When Johnson and I speak three days later in Menlo Park, he informs me that over the company’s first 1,000 or so orders, Enjoy hasn’t had a single return, which is one of the reasons the company can afford such high-touch service. Based on typical retail margins, Enjoy probably made about $200 on my Sonos order, which means that Omar only has to make a few visits each day before Enjoy can profitably afford to pay his salary. And Omar does make a salary. Though Enjoy allows its Experts to set their own hours and work remotely like Uber drivers, they get the flexibility of the gig economy with the economic security of a very good retail job—salaried employment, with stock options and health benefits.
If my Enjoy visit felt special, that’s because it literally was. During my time with Johnson and Enjoy in New York later in August, I learn that Johnson’s company—with 135 employees in two cities and $80 million in venture capital in the bank—is only selling a handful of items each day. Johnson proudly notes that on the previous day, a Monday, Enjoy Experts made 20 visits in New York and the San Francisco Bay Area, a record for the company up until that point.
The number seems small to me, but not to Johnson. "When you start something new, by definition it’s going to be small," he tells his staff during an all-hands meeting shortly after lunch. "We always tend to want to be in a hurry, but what’s exciting is how quickly we’re learning and improving." He notes that Enjoy is just nearly 100 days old, and that the 20-order day puts it roughly on pace with Uber’s run rate over the same time period.
The numbers will get much bigger this fall with the new iPhone launch, when Enjoy expects to add 10,000 new customers over six weeks. "That’s what’s going to catapult us into the public consciousness," he says, reminding his team that Apple Stores once weren’t much farther along. Johnson recalls that on the morning of the Apple Store’s 100th day, he was driving into the company’s Cupertino headquarters when he got an irate call from Jobs, complaining about a store Johnson’s team had recently opened in the Willow Bend shopping mall, not far from JCPenney’s Plano, Texas, headquarters. "The new store we opened is awful!" Johnson screams, doing his best Steve Jobs imitation.
Johnson tells the story with a fond nostalgia. "These things are hard," he says. "But we’re going to have a better 100th day, aren’t we? And no one’s gonna call me about Willow Bend."
He pauses and glances around the room. "Now, today’s sales could be lower," he adds, with just a hint of concern. "I don’t want to ask how we’re doing today. I hope it’s good." He smiles at the crowd—first at the Experts and then at the executives who are lined up near the company kitchen. He very much wants to know how today’s numbers look.
"A drone [order] just went through," a young woman calls out. The DJI drones that Enjoy sells start at $700, and it's another customer who may return to buy a new iPhone this fall.
It’s just one sale, Johnson knows, but he exhales and a wide smile forms across his face.
