SaaS Interviews with CEOs, Startups, Founders
EP 111: Adding 3000 Emails Per Week Buildling Ziglar Empire with Tom Ziglar
12 Nov 2015
Chapter 1: What is the main topic discussed in this episode?
This is The Top, where I interview entrepreneurs who are number one or number two in their industry in terms of revenue or customer base. You'll learn how much revenue they're making, what their marketing funnel looks like, and how many customers they have. I'm now at $20,000 per top. Five and six million. He is hell-bent on global domination. We just broke our 100,000 unit sold mark.
And I'm your host, Nathan Latka. Okay, Top Tribe, every Monday I give one of you 100 bucks to invest in your idea and get to the top. To enter for your chance to win 100 bucks, simply subscribe to the podcast on iTunes right now and then text the word Nathan to 33444 to prove that you did it. This week's winner was Matt Wolfe in Chicago at the DDB Agency.
Okay, TopTribe, be sure to tune in tomorrow morning. Ethan Anderson worked for Google, he built Google Video, and then Google slapped him in the face when Google bought YouTube and shut down his baby. He then started another company that sold for $70 million.
Okay, Top Tribe, this episode is near and dear to my heart because several years ago I had the opportunity to go down to Bob Berg's Go-Giver event and I met a legend in Zig Ziglar. And today we have Tom Ziglar on the show. So prior to being named CEO of Ziglar's Corporation, Tom began his career in retail and direct sales.
He joined the Zig Ziglar Corporation in 1987 and learned every aspect of the business as he climbed from working in the warehouse to sales to seminar production to sales management and then on to leadership. Tom, are you ready to take us to the top?
Absolutely fantastic to be here, Nathan.
Well, I am thrilled to have you. Big fan of Zig. Big fan of the work you guys are doing. Now that you're in the leadership role at the Ziggler Corporation, what are you focused on? What's your main focus?
Our number one focus today is we've created a program called Ziggler Legacy Certification. And that's where we're teaching and training others to carry on our timeless message. So it's cool. We have people in 12 countries, 127 certified trainers around the world just sharing the Ziggler message and dream. So that's what's keeping me busy right now.
And where can I, I'm on Ziggler.com, where can I find more information about that particular program?
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Chapter 2: What is the focus of the Ziglar Corporation today?
They're going to say, well, of course he picks up and he goes, hi, this is Tom Ziegler. And everyone knows you're his son. So of course it's going to be extra easy. And you already had a legacy built for you. You just had to come in. I mean, pull some lessons out of that, about that, that a 27 year old listening to the show right now could pull from that about maybe sales or business building.
Well, I tell you, you know, I watched firsthand the way my dad conducted his life. And he had the most fun with people who had no idea who he was. And the reason is he treated them all the same, you know, with kindness and respect. And he was pleasant and he asked them how their day was. And then I would watch out of the corner of my eyes.
Somebody would go up to him and go, hey, do you know who that was? And you could just see, oh, wow, I had no idea. And so the reality is, is we think that we need to be on stage in certain situations. But I can tell you that the younger generation today, because of social media, because of the instant communication ability, can read through masks faster than any generation in history.
I mean, we can tell somebody who's putting on a face, who's just saying what they think needs to be heard rather than living it. And so today, if you're 25, third, doesn't matter what your age is, you need to be transparent.
And when your honesty and integrity comes through in that transparency, you will build a reputation that will survive, you know, job declines, you know, whole economies changing, new programs coming in, you know. That's the one thing that you always take with you. I did a program called Brand You, like Y-O-U, and it has to do with how we represent ourselves on social media.
And you put a footprint out there and it follows you the rest of your life. I've just been blessed to follow in the footsteps of somebody whose brand is integrity.
And by the way, I will vouch for that. When I had a chance to meet Zig in Florida, I went up to him and I want to do something different. So Snooki, you know Snooki Tom from Jersey Shore? Okay, she was a big deal back then. So I said, Zig, I want to Snooki fist pump with you. Okay, and he fist pumped with me. I have a picture of her on my Facebook page.
It was hysterical because I'm sure he had no idea who Snooki was, but he did it anyway because he wanted to make me happy. Right? So I love the legacy. So let's now fast forward now back forward to the course, okay, that you're focused on, which was the ā you said it was called the Legacy Ziggler ā
Ziggler Legacy Certification.
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Chapter 3: What are the main programs offered by Ziglar Corporation?
I want to do this.
Well, so let's, I want to break down a little bit into the numbers, but also tell everyone in the audience, we'll link to everything that Tom is mentioning, the podcast, the Ziegler Vault and everything in the show notes at NathanLeica.com forward slash Ziegler.
the top one 11, because you should go experience these sites, listen to the communication, listen to the energy on the, on the, on Tom's podcast and the Ziegler podcast. So that's the emotional side, but let's just numbers for a second. So 4 million Facebook fans, how many unique website views are you driving to the Ziegler Ziegler vault? Tom, would you say on a monthly basis?
We just changed the strategy less than two months ago, so it's not optimized yet. But we're at about 400,000 to 500,000 unique visitors a week.
Okay, 400K a week. Okay, and what about the podcast? About how many downloads per episode?
It's growing. So now it's over 35,000 per episode. Once per week, right? Yeah, once per week. And one of the cool things is that we have more sponsors than we have episodes. So we're having to add shows.
Oh, do you guys have sponsors on the show? Yes. It's interesting. We're getting hit up all over the place. I'm just saying, no, I just enjoy the heck out of it too much. I don't want to stick in too many sponsors. But you guys always operate from a place of integrity. How are you deciding which sponsors to say yes or no to?
Well, it's pretty simple. If we can't stand behind the program or the product or the service, we don't do it. One of our sponsors, just an inside story, is Harry's Razors, and they send us razors. Man, I started using it. I swear by it. I use it every day. So if that can, I use the product beforehand. That's great. That's how we do it. And there's something that we won't take.
Yeah. Well, okay. So you've got 4 million Facebook fans, 400,000 unique website views to the Ziggler Vault each day, about 35,000 downloads of the podcast per week. Going back to the Ziggler Vault, are you building ā I mean, I imagine list building and emails are critical to pulling the legacy forward.
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Chapter 4: How did Tom Ziglar start his career in sales?
So it's a free download. It's an audio. It's our newsletter. And then from that on the newsletter, our strategy now, because the Ziggler Show has taken off, is we want to first get them on the Ziggler Show. So if they don't already know about the Ziggler Show, before we sell them anything, we're like, you've got to get the greatest Zig Ziggler message ever free via podcast.
And what we do is it's a real simple formula. We take a timeless truth and we present it in a timely way. So we take about a 10-minute segment of Zig's, you know, of Dad's legendary stuff, and we put commentary on both sides of it. And then we have guests, like we had Bob Berg on there. So we have guests that interject.
And so everybody loves it because it's real, it's today, you know, it's relevant. And then once they've, you know, taken that, they've seen the value through the vault, through the free stuff, through Ziggler Show. Then they're ready to go to the next level. And Dad said this, we never give a promise without a plan.
So if we promise somebody, hey, you're born to win, you can go to the top, then they need a plan to get there. And so all of our materials are designed to help people take that journey of success. And we say this, we want to move people from success to significance.
I love that. And so going back up and we talk about kind of the email list building before you introduce them to the podcast, how many people are you adding, would you say, per month or per week to the email list? And how big is the email list currently or the community currently?
I would say we're adding about... Gosh, we're probably adding 3,000 to 5,000 names a week right now. And once again, it's new, so that's not optimized. And you learn something new every single day, as you know, when you deal with this world. And our email list is about 400,000. But we're just changing providers again. And over half of that is not good email.
So that's one of the challenges you run into is when you offer things for free. And when we say a good email, it just means ones that never gets open and you respond back out to it. And so we're constantly tweaking and testing on how to get good emails from people. Well, Tom, go ahead. No, that's it.
That's just a... Well, I was going to say, I mean, your story is so unique. There's so much legacy. There's so much integrity. There's so much success behind the Ziggler brand. And it's just amazing to hear how you've pulled that forward. And you now have a 2015 version of,
the same kind of content repurposed that's working, taking from Facebook, going into the Ziggler Vault, going into the podcast. So if people want to follow, okay, and they want to follow, Tom, what you're doing online and what the Ziggler Corporation is up to, where can they do that?
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