Gideon: Hi! Welcome to my next video. Today as you can see, I’ve got a very special guest with me. If you’ve been following my stuff, you’ll know JayJay. Say “hi”, JayJay…

JayJay: Hey, what’s going on?

Gideon: So JayJay is someone that I’ve been working with in the past. We worked together on the FreeMagicLive project. We did a pretty good job on that. Is that right, JayJay?

JayJay: Yeah, right!

Gideon: How many views have we got on that channel right now?

JayJay: Ah… close to ten million.

Gideon: Close to ten million views… So at the moment, JayJay is running that all by himself. I’ve removed my involvement a little bit from that. I still help JayJay out there with a few things…

JayJay: Yeah.

Gideon: But he’s really taking it to the next level.

JayJay: It was your baby also.

Gideon: (Laughs) My baby… that’s where I tried out all my YouTube strategies.

JayJay: Yeah.

Gideon: There’s one thing that JayJay is particularly good at. And I wanted him to give you that bit of information. A couple of weeks ago, I had a video that talked about “How To Overcome The Fear Of Being In Front Of The Camera“. I’ve got a few tips but really the master is this guy here. So I want JayJay to give you one really good tip for how you can become really nice and confident in front of the camera… JayJay…

JayJay: Take it away… Thank you, Gideon. I love your stuff.

Gideon: Thank you.

JayJay: One of the biggest tips I believe that you will learn from getting comfortable in front of the camera is understanding you. What I mean by that is knowing your weaknesses, knowing what you’re good at, knowing what you’re not good at; and understanding that you’re not perfect; and understanding that really just owning who you are in front of the camera… You should have understood what I mean by that, don’t you?

Gideon: I think so. You’re saying you’re getting to the core of who you are, realizing that you’re not perfect; and that’s cool. There’s actually a lot of other people out there who are also not perfect, and they’re still confident.

JayJay: Yeah. We’re not meant to be news reporters. I think that’s what a lot of people think - you have to have every word clear… Just like before, I sort of mixed up a couple of my words, but I’m not really worried about it. I’m just talking with passion because I know what I’m saying. I know that I might not speak the clearest. I know that I might not be the smoothest sounding talker on my video. But I know what I’m talking about, and I know who I am and what my weaknesses are. I know how I can sort of convey that. And it gives me more confidence of who I am and something really important is knowing what you’re talking about; it’ll help you in front of the video.

Gideon: Okay, so two things - knowing yourself and knowing the stuff you’re talking about.

JayJay: Yeah.

Gideon: That takes time, right?

JayJay: Yeah, yeah.

Gideon: Not something that comes overnight?

JayJay: And probably I’ll throw in a little strategy tip?

Gideon: Yeah, definitely!

JayJay: A really good strategy tip that I’ve helped a lot of people out with - myself and Gideon will agree with this - is that people make the camera, they make this like this big shiny object… and you freak out. You think that if you stumble with some words, something is going to happen. Something that really got me comfortable in front of the camera, you know the big people say, how do you become good at something?… You practice. So , you know what? Do a video everyday! You can record it. Talk about something you know… talk about a story of your childhood. You want to get comfortable talking in front of the camera because when you start looking at the camera like it’s just another person, like you’re telling someone a story like I’m telling you now, you’ll forget that it’s a camera. I don’t know if that sort of makes sense.

Gideon: It does… Two things - it’s really just getting used to speaking in front of the camera. Just acting like it’s you talking to a friend… The other thing that I’ve found that works really well, and I notice you do really well, we look into the camera like we’re looking now, we’re really acting like we’re talking to you listening to this right now.

JayJay: Yeah.

Gideon: So, we’re acting like we’re talking to the real person. We’re imagining you’re sitting on the other side of the lens. And another tip to make that even better that I got from one of my followers - actually, I can’t remember his name - is to act like you’re in love with the person on the other side.

JayJay: Yes, that’s a really big strategy tip. And I think if you could do that once a day or even better, once in the morning and once in the evening. It will start to change your perception of it and realize it’s really not a hard thing. You’re just telling a story to someone. But I think people get so worried about every word has to be so clear. As I said, we’re not news reporters. News reporters tried numerous amounts of years to get every word so clear. But I think if you know what you’re talking about and if you’re passionate then it shouldn’t be an issue.

Gideon: That’s right. So, know yourself; know your content and topic really well; practice really good.

JayJay: Yeah. Like what they say, if no one is perfect, why practice?… Does that make sense?

Gideon: Not sure.

JayJay: Oh sorry (laughs)… If practice makes perfect; but nobody’s perfect, why practice?

Gideon: Yeah, I’ll think about that. I have to watch this video again. (Laughs)

JayJay: Practice… Practice will not… Anyway…

Gideon: I got it…

Hey, if you want to check out JayJay and see how he performs in the streets with his magic and how his confidence just shines through and to learn a few performance tips from JayJay, check out his channel. We’ll put the link right there…

Click on it and go to JayJay’s YouTube channel and you can watch some of the videos that he is doing right now. Very cool, very exciting! If you’re interested in magic, subscribe. Check it out.

But if nothing else, see how JayJay performs right in front of the camera and how he’s just himself. He’s just natural and hopefully, confident, I must say.

JayJay: Thank you very much…. Let’s recap. What were they again?

Gideon: Knowledge of yourself.

JayJay: Believing in yourself and realizing that you’re not a news reporter; you’re not supposed to be perfect; you’re allowed to make mistake.

Gideon: Knowledge of your topic area.

JayJay: Know what you’re talking about.

Gideon: And practice. So you can build up that skill.

JayJay: That’s it.

Gideon: Too easy… Actually, while we’re on this video, we’d love to hear from you. We want to know what is your main frustration and pain and issue with being in front of the camera. What is it that prevents you getting in front of the camera and being confident?… Leave a comment below. We’d love to hear from you so that we can help you get better. Perhaps we can create some more content that will help you overcome that fear of being in front of the camera. So, please leave a comment… Thanks for watching!

JayJay: Ciao!

WHEN DID YOU START BLOGGING AND HOW DID YOU FIRST GET INTO IT?

I started blogging about 3 years ago just with text blogging and the way I got into it is that someone told me that I can get more traffic from that and it wasn’t until recently that I started (I guess 2 years ago) video blogging and I started seeing the potential for that and I really got into it.

WHEN STARTING YOUR BLOG, DID YOU EVER EXPECT TO GROW TO WHERE IT IS TODAY?

Well, when I started blogging, I guess, seriously blogging with video blogging I already saw some results that other people got with text blogs and I wanted to duplicate that with video blogging. So, I guess I was kind of prepared for the kind of results that you can expect.

But I really didn’t expect how fast things would move and I think that a lot of it had to do with using video as my main medium for communication, and so, that’s, I think made all the difference.

WHAT HAVE YOU LEARNED ABOUT (AND FROM) HELPING OTHERS CREATE SUCCESS FOR THEMSELVES, AND HOW HAS IT HELPED YOU BECOME A BETTER TEACHER/ENTREPRENEUR?

I think one of the best ways to learn something is to actually teach it to others and it’s kind of a catch to in it to because, obviously, when you’re just new in a field, you’re not really an expert – you’re not that qualified to teach it.

But one thing that I often did was, as soon as I did a new course or read a new book that was useful to me and I wanted to really retain that information, I would immediately go and teach it to someone else like a family member or a friend or to a pet–if you have one. But I think that it’s a really good way of just getting that knowledge clear in your head.

But once you become an expert and start teaching the information to other people, I think it’s really an eye-opening experience because you kind of forget what it was like a few years back when you were just starting out.  And so when you actually teach other people just getting into it new, you kind of have to go through that same thinking processes and really put yourself back a few years ago into the people’s shoes that you are teaching and you know that could be often quite difficult.

But it’s really an eye-opening experience and it helps you to really look at things from a very different angle compared to if you were just doing it yourself.

So it’s very, very valuable. So, not only is it great to see what people are coming from, but it also helps me to look at the topic from a whole bunch of different angles which in the end, helps me to become better at what I do and also to teach in a much better way.

BESIDES LAUNCHING YOUR OWN PRODUCTS AND COURSES, HOW HAVE YOU INCORPORATED AFFILIATE MARKETING INTO YOUR BLOG?

Well, affiliate marketing is just–it’s huge. Just recently, I did a promotion with my business partner, Yaro Starak, and you know we sold close to a $100,000 worth of product for this promotion. Of course we didn’t get all of that $100,000 because we only got a percentage and we have to split the profit (that sort of thing).

It just shows you the power of affiliate marketing and while it was combined list with Yaro, a big push of that list was from my own people that I gained through video marketing and using online video to gain that. And I think because it’s video, the relationship that you build with people is just so much stronger. You can build rapport so much quicker with video compared to just text, so I think that’s one of the key reasons why something like affiliate marketing works really well with video blogging because you have that relationship with someone. You’ve got that trust.

So if the people on your list (if they) trust you and they follow you, and they listen to every word that you’re saying, when it comes to promoting an affiliate product, it becomes a lot easier to convince people to go ahead and purchase.

Now of course, I only recommend that you promote things that you totally believed in and that you would use yourself. I never promote things that I wouldn’t actually use myself. So that’s the key ingredient for the success that I have.

IN YOUR OPINION, WHAT IS THE SINGLE, BEST WAY TO MONETIZE YOUR BLOG?

I think, the single best way of monetizing your blog is really to start creating your own products. Getting money from (say) Adsense or advertising or even affiliate promotions–it’s pretty good. But you need to build up your own brand and your own brand equity and for that you need to create your own products—as simple as that.

So number 1, you need to become an expert on what you’re doing and number 2, you need to start creating your own products. Once you have those 2 things you get instant credibility – people start listening to what you’ve got to say, and more importantly, you make more sales. You make even more sales than just with affiliate promotions and the reason for that is because the trust level is even higher.

If you have your own products, people who follow you tend to be more inclined to buy that from you because they know you and they know that it’s your product and so it often converts a lot better than just affiliate promotions.

Affiliate promotions are great (don’t get me wrong) and it’s a lot less work but the income potential for your own products is just tremendous not to even mention everything else that comes along with it which includes things like credibility and authority and potentially massive exposure worldwide.

WHAT WOULD YOU RECOMMEND FOR A NEW BLOGGER THAT WANTS TO CREATE THEIR OWN BRAND OR PRESENCE IN BLOGGING?

I think the first thing that you’ve got to do is to find what it is that you want to blog about or video blog about and for that I often talk about the hedgehog model or hedgehog concept that Jim Collins talks about in his book Good to Great (fantastic book). I really recommend you read it and it talks about the 5 key things that some of the world’s top businesses did to become great, not just good, great-– and one of those 5 things were the hedgehog concept.

Basically, all it is, is the combination of 3 things–what you’re passionate about, what you can become very skilled at in the world (to become the best out of the world), and what you can make money from at the same time. When you combine those 3 things, when you find something that has all those 3 elements in common, you can do really, really well so that’s your hedgehog concept.

Once you’ve found that, it becomes sort of your niche and that you can create content about and become an authority in, and then the next thing is just to go nuts with creating really, really good content and especially with video, it becomes so much easier than just text to create some really amazing concept.

So those are the first things, find out what you want to blog about, and use the hedgehog model or hedgehog concept for that, then start creating massive amounts of content (really good content) and that will automatically start getting you notice and getting traffic back to your channel and back to your video back as well.

ANY RECOMMENDED BLOGS OR RESOURCES FOR BLOGGERS TO BRING THEIR BLOG TO THE NEXT LEVEL?

If you want to take your blogging to the next level, this course that me and my business partner, Yaro Starak, put together, it’s called Become a Blogger. There are 10 free videos at Becomeablogger.com that shows you exactly how to set up your own blog, your WordPress blog and if you want to take things further, we actually have a course there as well, Become a Blogger Premium, that takes you to the next level. Yaro, my business partner, also has a program that he talks about and we talk about that a little bit more at Become a Blogger as well. So just go to Becomeablogger.com and just check out the videos there and it will help you tremendously if you’re new to blogging.

DO YOU HAVE ANY BIG ANNOUNCEMENTS OR UPCOMING PROJECTS YOU’D LIKE TO TELL US ABOUT?

Currently, I’m working on my ex-project which is Rapid Video Blogging. The idea of that product is to show exactly what I do with my video blogging to get massive exposure. Some people would take 5 years what I did it in about a year’s worth of time and that’s all with using video blogging as the main medium for communication. So I got some pretty good results with that.

As I’ve mentioned before and inside this program, I want to teach you exactly what I did. So it’s going to be a free report that you can get about 80 pages long so packed with content. And then eventually, there will be a course as well that will go into a lot more detail with all those topics.

If you want to get access to the reports, just go to Rapidvideoblogging.com .

Gideon:    Hi everybody, this is Gideon Shalwick, and with me I’ve got Ed Dale. He’s actually driving in his car at the moment. He’s such a busy man that he doesn’t have time to talk on a normal Skype conversation, so he’s in the car on his mobile phone.

I’m going to ask him a few questions about the iPad. It’s just been released in the United States and we’re doing this interview in Australia. Of course it’s not over here yet, but I wanted to pick his brain a bit and just find out what’s so cool about the iPad, because I don’t have one and he’s got one, so it’s really exciting.

Welcome to the call, Ed!

Ed:    How are you? I appreciate being on the call – at least having a Prius, which is very quiet with the electric engine that takes care of things.

Yeah, I thought the iPad was so important that as a combination of my business and my 40th birthday, I decided the cool thing to do was to actually fly to Los Angeles, pick up my iPad in LA, and fly back the same day.

Gideon:    That’s crazy, because I was following you on Twitter and YouTube and watching this, going “This guy’s crazy! He’s only flying over there for one day to pick up the iPad.” You must really like it!

Ed:    It’s what it represents. Every day there’s a new application, which just points to the future of how important this is. I wouldn’t have done it for any normal Apple release, as much as I love Apple.

There was a very special reason, because people will look back at their first iPad and it will be the same feeling they had when they had Windows 95 with a mouse, or they had the first Macintosh computer. It’s that important. It is a new era of computing, which sort of disappears and becomes whatever you want it to be.

Gideon:    So it’s obviously a game changer. I haven’t played with it. I only read about it and watched videos about it. Why do you think it’s a game changer for us?

Ed:    I think the main reason is that it gets out of the way. The iPhone operating system is brilliant, but often people don’t think about it that deeply and there’s a good reason for that.

The reason we don’t think about it deeply is because we don’t want to care about an operating system. We don’t want to care about machines. We just want to make the phone call, just get to that website, and just get our email. We don’t want to think about an operating system.

And the iPhone’s been amazing. It’s this little computer in your hand which is small and portable, as it should be, but it doesn’t crash. It very rarely stops. It’s extremely, extremely solid, so it’s a huge step forward.

You can’t argue with the fact that 17 million of the things have been sold. Just put that into context. Nobody – and I mean nobody – has sold 17 million of anything in any sort of computing device ever, not even close.

Not all the X boxes, all the Wiis, all the Playstations, all the Nintendos – adding all of those combined hasn’t even come close, so they’re onto something with this operating system because it was so new and it was so incredible.

So when the iPad was announced, all the sudden people just said, “Ah, it’s just a big iPod touch or a big iPhone,” and yes, inside that’s good. I don’t know why that should be a negative, because the applications are there.

But then they make the assumption, “Well, it’s just going to be more of the same,” and they couldn’t be more wrong, because it is a notebook – well, let me explain.

It’s certainly a netbook-killer. Anybody given a choice, and of course because Apple released it at a price which would [suit most people] – if you’re considering a $499 netbook compared to the iPad, there’s just no contest. The iPad works so much better.

A lot of the magic of the iPad, if you will, is very hard to describe in a sense. Once you have it and once you’ve actually got it in your hand, you realize just how extraordinary it is, because the speed is so fast.

It’s the best way to surf the internet, and people can’t believe that, but once you’ve surfed on the internet on an iPad you’ll find it’s very, very hard to go back to a computer and use a mouse to point and click. It seems so clunky compared to the way you can do it on these things.

The real game changer, I suppose, was the fact that you have this device which gets out of the way but does email better for your average civilian. Again, I’m not talking about geeks, I’m not talking about road warriors, I’m talking about the average person.

It does email so much better. It does web surfing so much better. Applications are outstanding. The games on it are just breathtaking in how good they are. This is a computer for the rest of us.

If you’re a geek, go and upload your free Linux and play around and hack with your computer. This is for people who don’t want to know about the computer. They want the device to disappear.

I’ve seen so many reviews and it’s so true that you forget you’re using an iPad after awhile, because it’s not about the iPad. It’s about you’re reading a book, you’re surfing the web, you’re answering email, you’re doing a pages application, you’re playing a game – whatever that is meant to be.

Gideon:    It turns into basically whatever the application is that you’re working on. As you say, the iPad moves out of the way for the application.

Ed:    That’s right, because it’s just a piece of glass and a very solid-feeling aluminum back connected, and there’s one button on it. That’s it. So its function comes from whatever applications are running at the time. You add all that together and you’ve got this incredible usability.

What major piece of electronics has launched completely new that’s had 3,000 applications designed specifically for it from day 1? It’s never happened.

Think about the X box 360, think about the Wii, think about the Playstation. If they had half a dozen launch titles on day 1, they’d be lucky.

I’ll give you another number. They sold 300,000 on day 1. If you think, “Yeah, well, 300,000,” do the numbers on that. It’s the biggest successful hardware launch of all time, full stop, and in fact it’s the biggest launch of all time, full stop, for anything in 24 hours, except for the game, Modern Warfare 2. That’s the only thing in the history of mankind. Nothing has sold more than the iPad.

This is why people have to realize this is not Fan Boy talking. This is not some Apple-crazy person talking. This is a real change.

The best way that I’ve seen it over this half week of having it home here in Australia is giving it to people. My 67-year-old father-in-law was about to buy a Dell laptop to replace his 3-year-old PC. He had a real love/hate relationship with it, because he really struggled to get it to do anything.

I just handed over the iPad at the golf club and said, “Try it. See if you can do email. See if you can search,” and he was in love with it. He said, “I’m cancelling my Dell order and I’m getting one of these, because I can take it around with me.”

I haven’t even mentioned it yet, but 12 hours of battery life! Typically when a manufacturer says the thing will do 10 hours of battery life, you sort of go, “Oh yeah, sure,” basically. That’s what it’s been like since time immemorial in the information technology industry.

Well, they said 10 hours and I’m getting 12, and that changes the nature of the device as well. You don’t have time charging it. You don’t think, “Oh, I’ve got to have all my cables,” and that makes such a big difference, so it’s the whole thing, Gideon.

Gideon:    So what you’re saying here is it’s maybe not the best device for the techie guys, but what we’re seeing here is some massive uptake in the mainstream of this device, and people are just going nuts for it.

With these huge numbers of people adopting this new technology, how do you see this changing the game for internet marketers and bloggers? What are the opportunities that you see for internet marketers and bloggers for the iPad in particular?

Ed:    Look, it’s funny. People over-estimate what’s going to happen in six months, and dramatically under-estimate what’s going to happen in two years. I think the thing to understand here, Gideon, is what impact it’s going to have for people’s sales for information marketing type products and niches and so on. Maybe not that much in six months, but let’s take a two-year view of this.

There’s no question in my mind – there’s a few various articles which back this up, but I’m absolutely convinced of it – that way more people are going to be accessing the internet via a mobile device than are going to be sitting in front of a computer and accessing it that way.

There’s no question in my mind that that’s going to be the case, so if we go to the grand-daddy of all marketers, our godfather so to speak – Gary Halbert – what was his #1 tenet in marketing? It’s to go where the starving crowd is. You have to be where the crowd is. Don’t expect the crowd to come to you. You have to go to where the crowd is.

In my mind there is no question that people are using their mobile devices – their iPhones, their Android phones, the iPad, and I’m sure we’ll see Android tablets and the equivalent. More people will be accessing the internet and going online using these devices than any other thing – desktops, etc. There’s no question of that, in two years.

So what that means is that people need to start thinking about how do they deliver their [content mindful of] user location, because all of these devices are location-aware. Can I build an app for that? Can I deliver my content via an app?

As marketers, we value our client base. We value our customers above all else. Our relationship and our information on our customers are our gold. Our email list is our gold.

Now we’ve got to be careful because you can eat up that direct relationship with the customer because of all of these app stores, like the Apple app store and so on. Now Apple has all the information on the customer. You, unless you think carefully through this, have no information about the customer. You’re ceding control of your customer base to Apple.

Now I love Apple. I love them dearly. What I want to know and what I want to be able to communicate to my customer base – because that is the gold upon which any business is created – so if you’re doing an app you don’t have a choice about selling the app through the store, and honestly, who would want a choice? For goodness sake, for a 70/30 split?

We in the internet world are used to doing a 50/50 split, so I begrudge nothing to Apple in terms of their 30%. It’s better than [internet marketers] paying 50/50, so from that point of view, I love it.

But what we need to think about, Gideon, is how do we build into our apps, bluntly, thwarting people to make sure we get their information, their details, their email, their information, so we have a direct relationship with the customer base. That to me is a very, very, very, very, very important question.

Gideon:    While you’re on that topic, how would an app like that look? Would it be something that people purchase, obviously for a very low price or it’s even maybe free, and maybe as part of the app if they want to get, I don’t know, a larger part of the app, do they need to opt in for it? Can you even do that on an app? Is that just something built into the application?

Ed:    It’s services. You add services on, which means that you want to give people a really good reason to give you their email address. I saw a great example of it with this great game on the iPad called Charadium. It’s like Pictionary, if you remember Pictionary.

It gives you an instant Pictionary game, and of course the iPad with the form factor that it has, has the ability for you to be able to draw with your finger. So you play this global Pictionary game.

To get your rankings and stats and everything, you need to provide them with your email address. It’s permission based, so you’re building your email list that way. You’re building your email connectivity with the app.

There’s a huge opportunity for people, and I know a lot of us have this huge store of ebooks that we’ve sold over the years. Right now I’m getting all of my ebooks converted over to the ePub format, which is an open format, which will be able to be sold through the iBook store.

It’s such a good deal there. It’s a 70/30 deal. Amazon with the Kindle was charging 30/70 – in other words, you as the author get 30 and Kindle gets 70. They’ve changed now that now, of course, with the competition, and this is great.

The competition is there, but people want to have instant gratification and instant access to material. They’ve shown in extraordinary numbers, in billions of apps downloaded, that they want to make these sorts of purchases.

As internet marketers, we love the big course, the $1500 course. We love selling the $2,000 big bang products. Well, just maybe we need to start thinking about little bite-sized courses. “Download this video on how to do X for $0.99.”

Gideon:    Would that be done through an app as well, like the video thing?

Ed:    Absolutely. You can download video or you can stream it. We’re working on a system for our own stuff at the moment, so not only are you able to download it to your mobile device, but then it’s an iPod kit for you, so you can grab it offline as well. So you can save it on your computer, for example, and that sort of thing. These are the sorts of things that we’re trying to do.

It’s very, very early days and it’s very exciting. Again, let me give you this incredible stat. Apple has details on 180 million people and their credit cards. These are people with disposable income, by definition. They’re the type of people that we want to market to.

And here’s the thing. Most traditional software developers think Apple should do all the work. They should feature their app on the App Store and that will bring them big traffic, and there’s no question. If you were the featured app on the App Store, you’ve just had your year made. You will make an incredible amount of money.

I’ve lost count – there’s 180,000 applications and growing every single day. You’ve got a 1 in 180,000 chance of being featured on the home page of Apple. I don’t like those odds.

As marketers, we still have to be very conscious about building our sites, building our lists, using every technique in the book, to grow content in our chosen market and become a leader in our chosen market so people want to hear from us.

There will be a huge number of people to market to, to buy our apps and then trigger something viral, but I don’t like a viral campaign by chance. It’s lovely when you have something go viral like that, but your chances of something going viral are incredibly improved if you’ve got a nice big database of people to market to first, to get them to download your product first.

We can’t sell out everything that we’ve learned. Feel free to jump in, Gideon, because I could talk about this all day.

Gideon:    I was going to ask you how to actually develop an app, but maybe you can do that after what you’re going to say now.

Ed:    Developing an app – and this is a very interesting thing for people, and I’ll make a comment on that. I’m actually a C-class coder and a good graphic designer. Developing an app is probably outside of your skill set, and I think it’s good that it is, because it’s far more important to be a skillful marketer and understand what your market wants, than actually getting your hands dirty building the app.

As long as you know what’s good, the most important part is creating your app on paper. What’s the experience that people want to do? Literally draw it out.

In fact, there’s some awesome apps on the iPad that will do this for you. Omnigraphel is one, a $30 app which just is insanely good and lets you knock out the whole process, and then there’s [inaudible] lets you literally mock up, even if you haven’t got an artistic bone in your body, how your program would work, just by dragging. This is where the finger touch interface is so cool.

As long as you know what your market would want, you just create it and you let the coders worry about the coding. You let the designers make it look pretty. Don’t worry about it. You shouldn’t spend a huge amount of money on it, either.

Gideon:    So your focus as an internet marketer or blogger is to think about the usability of your application. Don’t worry about the technical stuff. Make sure it’s easy to use and flip it off to your programmer and get him to get it done for you.

Ed:    Absolutely, and if I can recommend a book too, 37 Signals is an extraordinarily innovative company and they just released a book, and of course it’s available on your iPad or on your Kindle or you can get it pretty much anywhere you like. It’s called Rework. I would heartily recommend that everybody listening to this should read that book. It’s absolutely awesome.

That book came from another book which they wrote, which was targeted to software developers and people who create software, which was called Getting Real, which is available by PDF for free.

I’d recommend reading Rework first, because they actually then made it more generic for anybody to read and have a look at. That’s an incredible book on the subject.

Unless it really floats your boat, I would not start learning how to program iPhone apps.

Gideon:    I agree with you. I think as a marketer, certainly you want to flip it off to a technical person who knows what they’re doing.

Ed:    Yeah. Every wet behind the knees IT student at your local university, I guarantee you right now, he’s learning how to code for the iPhone and would happily work for food, and a good designer at the design school, because you should make your apps look beautiful.

You should make them work really well, but you should keep them simple and just get the job done, and you can do that because you know what your market wants.

Gideon:    Cool. I’m just noticing the time is ticking on. I’ve got a few more questions, and I’ve also got some questions from some fans that I want to ask you too.

The first question is we’ve talked about all the cool stuff about the iPad. Obviously when new products get introduced into the market there are always bugs and issues and stuff for the first revisions.

What do you see are the current issues with the iPad and how do you see them getting fixed in the future?

Ed:    The biggest one for me, the biggest negative without a shadow of a doubt, is the way you have to get files on and off the device, and most particularly on the device in the first place. That to me at the moment is a bit clunky. The best way really is to email it to yourself.

Now the good news is, of course, there are solutions. What I did in preparation for the iPad is I made sure all my business data and email and everything is now in a cloud.

I use Google services, I use Dropbox, I use MobileMe, and I did that quite deliberately because I realize that people’s work habits began to change and it gives you incredibly more flexibility.

Now I didn’t actually do my iPad email, but like I’m waiting to pick up my daughter here in kindergarten and I could literally jump online and check out the latest document that I’ve been doing, or check out what a client’s been up to, because everything is cloud-based. It makes it very easy to import [documents and files.]

Having said that, the biggest negative is definitely for me the file management system, like getting a PDF on and off. There are solutions coming, but it’s a little bit of a pain. It’s not a deal breaker by any stretch of the imagination, it’s just not as beautiful as it potentially could be.

The second thing is a lot of the iPad apps were developed without the benefit of having an iPad, so you can’t blame the developers for this. Something which is hugely important — and they made a big deal of this in the announcement and everybody said, “Eh, no big deal,” – is the orientation, the fact that there is no up, there is no down, there is no side on the iPad.

You think, “Big deal,” and it’s actually a huge deal when you’re using it. It’s a massive deal, and a lot of applications were pretty much designed either landscape or portrait as their focus, and you can’t do that on the iPad, because people turn it around any which way they want to.

You have to design your application to be fully functional in portrait or landscape, or give them very deliberate jobs for each, based on that.

Gideon:    I suppose when you look at the iPad it’s not like you know where is top in any case, right?

Ed:    Right. Honestly you lose yourself in your iPad. I’ll go to press the Home button and I’ll press glass, because I’ll realize I’ve got it up a particular way.

There’s a very funny story. Somebody was complaining that they wanted the headphone jack on the top and not somewhere else, and I’m thinking, “Well, turn it around. It’s on the top. Or it’s on the bottom now if that’s what you want,” and that’s how it works.

Those are the two things for me.

Gideon:    We’ve got a little less than 10 minutes before you’ve got to shoot off. We’ve got some questions from some keen fans that I’ll just run through and we can just rip through them.

The first one is from Finland through Twitter. He’s saying, “Ask Ed where the iPad’s pot of gold is. With the iPhone it was the apps. Is it now time for books or other content?”

Ed:    I think the apps are probably still the pot of gold in the iPad, but definitely there are huge opportunities for people with regards to books, and there’s a way to market [these things to] impulse buyers. This distribution method to sell your ebooks is so much easier than [anything else out there].

Those are two pots of gold. Apps, make no mistake, but the ability to sell books as well is right there.

Gideon:    Awesome. The next question is from Twitter again saying, “iPad gets all the hype, probably good marketing, but shouldn’t we target other weblets as well –joojoo, slate, itablet, etc?”

Ed:    Well, none of those other things [compare at all] Joo Joo sucks, sorry to be rude there. I mean they made about 90 of them.

You should be thinking about tablet computing, not talking about a particular device, but when the market is so big as 17 million iPhones, and when you add iTouch we’re talking about a user base of 100 million, that is a huge user base in anybody’s language.

If you talk about an installed user base at the low end of 5 million in 12 months – I think it’s going to be way more than that personally, but let’s be conservative – 5 million in 12 months, you are talking about a major new device here.

Likewise, you’ve got very different demographics. My demographic is baby boomers. The people buying my products are baby boomers. This is going to be the baby boomer computer, make no mistake.

Gideon:    Good point. The next question is from Tyrone also through Twitter. He says, “Please ask Ed how can we use and leverage the iPad to increase traffic and subscribers to our blog.”

Ed:    Interesting one. I suppose make it friendly, but that’s really shortchanging. I see the iPad and the iPhone as output in your system. In other words, they’re places where your content is used and people interact with them just like they’re interacting with the web.

So to me, the market leadership and the thing you need to do to build your tribe aren’t impacted per se by the iPad, except if you come up with some sort of viral app or something that’s really cool and build your market that way, then yes, I would say that that’s a way to build your market.

I’ve got to say, I’m more looking at the point of view of building my market leadership through what I do online and writing books and the traditional ways of building market leadership in your particular niche, and then the iPad is a delivery mechanism for that. I think in the long run it’s another very important device to start to build that content.

Does that make sort of sense, that unless you’ve got an app I don’t see it as being of itself – it’s the internet, it’s the web, so everything still applies.

Gideon:    More a consuming device.

Ed:    Yeah. I think they’re going to change. I think we’re going to see people create some really funky content with it, but 90-95% of people are going to use it to consume information.

Gideon:    Which is good to know, like you said, as a content creator.

Ed:    Absolutely!

Gideon:    Next question is, “Ask Ed in what situations he prefers iPad over Macbook or iPhone for content creation on the go.”

Ed:    Let’s use a best-case scenario as the best way to describe this. I’ve got a big conference coming up in the United States in May. I’m talking a lot there, I’m running the conference, and typically that would be a classic case where I’ll be bringing along my (what feels now incredibly heavy) Macbook. It’s funny, it wasn’t heavy three weeks ago. Now it’s a monstrosity.

I won’t be bringing a laptop. I see no need to bring my laptop, because everything I can do in Keynote – and this is why Apple, of course, spent so much time making sure Keynote worked – that to me is going to be a core thing for me.

Where there’s time where I’ve really needed access to a Mac while I’m traveling or a day trip or going on holiday for example, I won’t be bringing the laptop anymore. I’ll be bringing the iPad.

Keep in mind it’s a sitting down device, just like I said to you. I’ve had to rush out and go pick up my daughter at kindergarten. I wouldn’t bring my iPad for that. It’s much bigger than a phone. You’d look like a total fool. It’s not a standing up device.

That’s why I laugh at people saying, “I can’t believe they didn’t put a camera in. How terrible,” etc. No! Rubbish. It’s too big. It would kill your arm trying to take a photo with this thing. That would be stupid. Of course you don’t want a camera. It doesn’t make any sense.

It’s a sitting around computer, or even a lounging around computer. If I’m at a coffee shop, if I’m anywhere where I’m casually computing, even in bed or in a lounger, that’s where I’ll be using it, because I’m not lacking for anything.

I can type on it as fast as I can type on my computer, in fact probably a bit faster, because I’m not a touch typist. If I was a touch typist this would slow me down.

Gideon:    Once again, ideal for the baby boomers, I suppose.

Ed:    Perfect, because they’re all [thumb typers]!

Gideon:    [laughing] Ed, there’s a couple more fun questions, and then we’ll finish it up. This one is also from Twitter. “Is it true that emails sent from the iPad are more shiny and attractive?”

Ed:    [laughing] No question about it. [Much more shiny] with any email sent from an iPad.

Gideon:    Awesome. Then the final one is from Facebook, “Does it blend?”

Ed:    Ah, see, that’s just evil. I will not watch that video…

Gideon:    I’ve watched it, and I do not recommend you watch it, Ed. It’s very painful. As a Mac Fan Boy you’d be hurt. [laughing]

Great stuff, Ed. Sounds like you’re probably at the school.

Ed:    It’s probably the screaming kids in the background.

Gideon:    Good timing. Thank you so much for the call. I hope everyone finds it as useful as I did.

Ed:    No worries. Let me know when it’s all up and I’ll make sure I tweet it all around.

Gideon:    Brilliant. Thanks, Ed. All the best.

Gideon: Hi everybody, Today I’ve got a very special guest – it’s Darren Rowse from www.problogger.net. And I’m going to ask him a few questions about his latest project which is the third tribe. Darren, thank you very much for joining us!

Darren: No problem, nice to meet you in person.

Gideon: Excellent. I’ve interviewed Darren before on video but the previous time it was on Skype. So this time the interview is in real life! Darren can you tell us a little about The Third Tribe, what is it and why should we care?

Darren: It’s kind of a merge that is a bit of journey for a number of people, and people behind it are myself, Brian Clark from copyblogger.com, Sonia Simone from copyblogger as well and Chris Brogan from chrisbrogan.com. And we all had similar kinds of experiences as trying to find out a place in this online marketing kind of world if you like.

I personally started blogging just for personal reasons and I had no intentions for making money from it but when  I started making money from it, I noticed that there were these different groups of people doing things in quite diverse ways. On one hand you’ve got , Im generalizing here, you got the internet marketing crowd which is known for their extreme form of hype, and annoying you to buy their products and manipulation at times.

Gideon: Also known as the evil ones…

Darren: Yes, the evil ones. And on the other side of things, and again on the extreme, you have the social media crowd which traditionally have struggled to make money from it or who have not wanted to make money from it. I’ve kind of resonated at different times with people on both of those groups, but never really felt quite home with both of them either because I didn’t agree with some of  their tactics or because I wanted to make money from social media and I didn’t  quite agree with some of that.

Myself and the others in Third Tribe have been swinging between these two extremes and wanting to learn from both these groups of people. And Sonia wrote a post on copyblogger about her experience of this about these two tribes and in the comments on that post was this incredible rush of people coming in and resonating with what she was saying  and they started using this language of the third tribe. Chris, myself, Brian and Sonia began to talk about it and we did a panel last year at the Blog World Expo and again people came out to us afterward saying things like “At last, I feel I found people like me…”

Gideon: You found your ocean…

Darren: Yeah. And it’s quite strange so we started this site, Third Tribe, and really we don’t know exactly where it’s going. We got some content on there, we got some forum on there but really it’s about people coming together to talk about their place and to learn the lessons from different disciplines.

Gideon: So this is something free that people can access at the moment?

Darren: No, it’s a paid monthly subscription. We have about two and a half thousand people signing up for it already!

Gideon: Awesome!

Darren: Which has just been beyond what we thought but it’s really this concept of what I’ve just explained, People who have  been on that same journey and so they want to connect and want to learn from one another.

Gideon: So you would say that’s the thing that people get out of there? It’s finding other like-minded people that are in-between the hard core internet marketing and the really low key sort of blogging or social media?

Darren: Yeah…

Gideon: It’s a hang out place basically for people to share ideas?

Darren: Yeah, it’s a number of things… What we’re finding is that people are signing up for all different kinds of reasons and some people want to learn the  techniques. We as founders, we learned a lot of things and the people joining are bringing incredible diverse sort of experiences from different disciplines. So people are going to learn that we are producing content for people every month and having question and answer sessions.

But then there’s this forum area which is just alive with all kinds of discussions and these people there connecting but there is also people there asking questions and looking for collaborations as well. So we started seeing people started businesses together and trying to start some things and meet up. So it’s starting to happen where the meetups are happening all by themselves – those type of real world collaborations, and yeah it’s really exciting…

Gideon: Yeah, it’s pretty cool. So if they want to check it out where should they go?

Darren: It’s  www.thirdtribemarketing.com.

Gideon: www.thirdtribemarketing.com and we will also  put the link below this video or in the description area on the side depending on where you are watching it . Darren Rowse, thank you very much for telling us more about the Third Tribe! Go check it out!

CAN YOU DESCRIBE WHAT YOU DO AND HOW YOU EARN YOUR LIVING?

I get asked all the time and you know it’s interesting because I don’t always don’t know what to say and because in the past I try and explain to people what do I do and  how do I earn a living. I just give up because people don’t get it. So lately, I just say, people ask what do I do, I just go–I mean IT and that normally settles the issue for them.

But really what I do is I create online video products and then I market them using online videos and lots of social media strategies like blogging, YouTube and Twitter, and to help drive traffic to my sites. Then I sell the products from this traffic that I’m getting. So that’s basically in a nutshell–what I’m doing and how I’m earning a living from it.

WHY DO YOU THINK VIDEO MARKETING IS THE FUTURE OF TRAFFIC GENERATION?

Well I think online video has come a long way in the last few years. It’s still really in its infancy. I think there’s still a massive growth for online video. I read a really interesting report that talked about how the mainstream of the US and the UK will only be basically fully on YouTube by the year 2012. That means at the time of this recording. There’s basically two years left until we get to that massive mainstream being fully on YouTube. So I think there’s a lot of opportunity there that you can take advantaged of if you jump on it already now.

My suggestion is, if you have not got a YouTube channel yet, go and create one as soon as possible. I mean, YouTube is just one example of many, many other examples out there of online video sites that is growing significantly. But if you just want to see the power of online video, just go to YouTube and get some amazing stuff there and when you dig into it a little bit deeper, you’ll see that it’s just an amazing platform for helping you get attention online and for helping you generate traffic back to your blog or website or to whatever you’re doing online.

WHAT CAN BUSINESS OWNERS DO TO CASH IN ON THIS GROWING PHENOMENON?

Well I think the first thing you need to do is to figure out which niche do you want to operate in. Once you’ve figured that out, the next stage is to generate loads and loads of really good, really high quality online video content and submit that to your YouTube channel or whatever other online video strategy that you are using.

But just keep on submitting really, really good video quality content and get your name out there. Get your product out there. Get the exposure for your website out there. I think that’s the key thing if you can provide really good quality content and deliver it over a period of time consistently. Over time you start building traffic to your YouTube channel and as a result, you will be able to drive that traffic back to your website.

Once you’ve got traffic, you can do magic. You can really do wonderful things once you have traffic and that’s like the Holy Grail. If you can figure this one out, then you’re in very, very good position to start making some really good money online.

HOW DO YOU MANAGE TO BUILD A LARGE AND LOYAL SUBSCRIBER BASE OF FANS?

Well, I think it really comes back to the whole content thing, once again. Content really is king. It still is king. In my view, it will always be king. If you can provide really quality content, people will want to watch and will want to spread to their friends and family. I think you’re really a winner. I think that’s the key thing.

But the other thing I really recommend you do is to focus on one video sharing website and the one I recommend is YouTube. I’ve been talking about YouTube all the time. Really focus all your efforts there and start making friends with the people in your niche, get involved in the YouTube community and get to know people in the YouTube community who are also interested on the same stuff that you are interested in. Start interacting with them. Start having a conversation with them. And it so easy doing them with YouTube. You can send people emails within YouTube. You can write comments on their channels. You can write comments on their videos. It’s really interactive. I think it’s just an amazing place where you can hang out to build an audience and to eventually build a big subscriber base and a whole lot of raving fans. It’s just awesome.

I mean to give an idea of something that I did recently with one my business partners in the magic industry is that we pretty much just submitted two videos to YouTube per week and we embedded those videos on to our blog as well every week.

But basically in a period of about seven months, we managed to build our list, our email list, our fan list to I think–it runs about 13,000 to 14,000 people. We’re currently sitting on at about 16,000-17,000 people and I think it’s about 8-9 months now. So it’s really rocketing ahead and that’s mainly through the content that we’re submitting to YouTube.

TELL US MORE ABOUT YOUR BECOME A BLOGGER PREMIUM ONLINE TRAINING PROGRAM

Become a Blogger Premium—yes that is my most successful online product so far. Basically, it’s a course where we teach people how to blog. We’ve got a whole lot of free stuff there at Becomeablogger.com. There are ten free videos to show you how to set-up your blog from scratch and these are sort of are really hands-on step-by-step videos that shows you exactly right from the beginning–how to set up your own blog.

So the ten videos—free that you can watch there. And there’s also a report that me and my business partner, Yaro Starak, wrote together that talks about how to make your blog successful.

But then on top of that, we’ve got a course, the Become A Blogger Premium course, that goes into a lot more details for—how to optimize your blog for search engine optimization, how to add images, audio, and video, and how to get into all the social media sort of stuff and record those x-factors for really making your blog stand-out from the crowd.

And then we go into traffic generation strategies which include the social media stuff. Once they get traffic, they will move on to the final module which talks about how to monetize their blog–so that’s with me and Yaro Starak. We both teach inside the course and I teach more the step-by-step how-to stuff whereas Yaro goes into the strategy side of things. So it’s really a good marriage of skills and experience that we combine into this powerful course. s

WHAT’S YOUR ADVICE FOR ASPIRING ENTREPRENEURS LOOKING TO GET THEIR BUSINESS UP AND RUNNING FAST?

Well, I think you just have to take action. I think, first of all, create a vision or a plan for what you want to do and then just take action. Start doing something. And you know, once you start doing something, you’ll very quickly realize whether you are on the right path or whether you are on the wrong path. But if you don’t take action, you’ll never know. The sooner you can take action, it doesn’t matter what kind of action, but as long as it’s sort of within the direction where you want to go–we think you want to go at least, I think that’s the best way for getting a business up and running. So there are also a lot of courses that you can do. But you know really take action.

Second thing that I would say, especially for online business, is to really apply massive focus. You really have to very, very focus if you want to be successful online–so many distractions. And so what you got to do is to cut out and remove all distractions and just focus on one project at a time. Get that done. Show some success on that one thing before you try and do all sorts of other things. That’s my recommendation for getting up and running as fast as possible.

ARE THERE ANY FINAL WORDS OF WISDOM THAT YOU WOULD LIKE TO SHARE WITH US?

I think it’s important to have fun with this. Obviously, there are two aspects to it. There’s having fun with the process of doing what you’re doing online. But there’s also having fun with the actual result.

So I think you’ve got to enjoy both. You’ve got to enjoy both the process of doing the work. For example in my case, I just love everything about online videos. I love the process of creating video or thinking about the video and putting it all together, interacting with online video communities and getting results from that. And then of course, I love the result, as well, that comes because of that which is a successful business and successful online video products.

I think that would be my last bit of advice if you can really think about something you can do online where you enjoy the process as well as the end result. But I really believe that if you enjoy the process and you apply a bit of clever business—business strategies, you know you’re on a good way towards some good success online.

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