Click HERE to go to the previous lesson
Lesson V- Solving the Marketing Puzzle
Hey there! It’s Michael here.
Marketing for many people is a mysterious & difficult process. The problem is that people don’t have the framework to properly approach it. They get frustrated and give up.
The thing is, as we learned in Lesson I, you can’t build it and expect people to show up. Even if you have the best product in the world, you still have to put even the slightest bit of effort into marketing your product/service (even if that marketing is simply people walking/driving by your store).
In Lessons I-IV I shared with you several of the mindsets, strategies, and tricks that you can now begin using to “dominate digitally, create a legacy, and crush the competition like an angry kid squashing ants.”
Now we need to see how this fits together via other marketing strategies, as well as one critical piece that is missing from these lessons.
Here’s what we’ll cover today:
- Understanding Ethical Marketing & Feeling Confident in Growth
- A Little-known Secret That Ruins Your Success
- How To Grow Exponentially While Working Less
I’m so excited for you. We’ve learned a ton already and now we’re going to solidify all of it.
Soon I’ll also have a complete summary sheet & action steps, so that you can have a clear framework to reference when it comes to turning that great idea into a legacy!
Understanding Ethical Marketing + Feeling Confident in Growth
After all of this, can you define what the word “marketing” is to me?
The dictionary defines it as the action of promoting & selling products or services, including market research & advertising.
This uses too many buzzwords. You might think you know what marketing is, and that definition would be technically correct, but it doesn’t convey the true meaning of what marketing really is.
Marketing, simply put, is the act of communicating your product’s value.
Do you remember how earlier I made you write down how your product or service increases pleasure or decreases pain?
Marketing is the act of communicating your product’s value as clearly & effectively as possible. Nothing else.
In fact, this is what I would define as “ethical marketing.” Many people have hang-ups when it comes to marketing & selling because they feel they’re doing something sleazy by trying to sell their product.
Take a moment, relax, and stop trying to “sell.” The reason why most people feel like a fraud is because they don’t understand their own product’s value deeply, even if they understand it on the surface.
Think of this: have you ever been told that a product or service would fix a certain problem, only to find out there were hidden charges, or it didn’t work at all?
You probably felt pissed, and rightfully so. I hope you got a refund!
The problem here is that whoever sold you this faulty product/service communicated value that their product/service didn’t legitimately have.
As long as only communicate value that your product legitimately has, then you will feel confident and assured in your marketing operations.
When you write out a statement, I want to ask yourself this: “is it true? Does my product actually do this?”
If it does then you can feel confident in knowing you are communicating true value. If it doesn’t then what the hell are you doing..?
One great way to destroy your business & reputation is to make statements that are not true.
Exaggeration is okay, especially if it’s obvious it’s exaggeration or in a sense your product actually does achieve that result. Straight-up lying is not okay.
Ethical marketing is my term used to describe a process of selling that focuses on communicating true value rather than trying to sell for the sake of selling.
Focus on Them, Not You
While financial goes such as “making $20,000 per month” are great, I prefer to look at business in a different way: how many people are you helping?
If you know that the average customer purchases $125 from you every single month, then you know that in order to make $20,000 per month you need 160 customers.
Now a great, inspiring goal is “I want to fix THIS problem for 160 customers via my product.”
Instead of focusing on an arbitrary number which means little to the Heart, you can focus on the value that you provide to people.
Of course you are still focused on getting paid, running profitable marketing campaigns, and all that juicy stuff. But at the core of all of this is creating something valuable for another person who needs it.
Our society exists because people specialize in labor. Imagine trying to build your own house, car, collect your own oil, water, food, etc. It would be impossible.
We live in a society that focuses on specialization. Because of this it’s easy to lose touch with what true value is to another person. It’s all too easy to get caught up in this number or that.
I encourage you to focus on the value that you are providing to your customers, as this will prevent burnout and fill you with a newfound passion for your business.
Even if you’re in a rather mundane niche, realize that you are helping people.
You should feel compelled to sell your product or service. You completed the “increasing pleasures” and “decreasing pains” chart and know how valuable it really is. Focus on that, and suddenly marketing becomes easy.
Optimizing Your Marketing
A core thing about marketing that most people miss is that they get too focused on the tricks that sometimes work such as the “countdown timer” on a checkout page.
Don’t get me wrong, you should totally use those things. This is also talked about in “How To Write Copy That Sells.”
But at the core of everything must be the value that your product or service is providing.
I’ll say it again: marketing is the communication of the value of your product or service to those who might need it.
Anytime someone doesn’t purchase who could be benefitted from your product does so not because they “don’t have money” or “want to wait,” it’s because they don’t understand the true value of your product!
A Little-Known Secret That Ruins Your Success
One of the questions I like to ask prospective clients before taking over their marketing is this:
“Are you legitimately prepared to handle growth?”
They almost always say “yes,” but then I demand they truly contemplate it.
I had a client that needed leads. So I took over their Facebook Ads. Within a month we were getting leads at the absurdly cheap price of $1.69 per lead (click HERE for the case study).
At a small daily budget of $35 per day that’s 20-21 new leads per day running into their business.
That would be amazing, but they had a huge problem.
There were no email automations. They didn’t have a CRM. Their interns weren’t completely ready to handle this.
This company also had a lackluster sales team that didn’t follow-up on people who didn’t immediately answer. They didn’t give value on the calls but instead were mundane and boring, overwhelmed by too many leads.
The sales team was “old school” and thought they could do without email automations or follow-ups or fancy CRM’s. Pen and paper was surely the way to go, right?
The ads had to be turned off. It was too much too fast.
By the way, I have a case study of how I got all these leads HERE.
Are You Legitimately Prepared to Handle Growth?
In all aspects you must be totally prepared to handle any growth you set out to achieve.
You may not even believe entirely you can succeed until one day you do and you sell out of all your products.
My mentor told me a story about his new business (AdZombies). He kept launching ads and they didn’t really experience a lot of growth, until one day sales more than doubled and stayed that way.
For reasons & metrics he wasn’t able to measure (or aware of), his ads were effective but people weren’t purchasing immediately. One day everything blew up like the big bang.
He was prepared for this though, and got along fine (though there were some late work-days for sure).
In the case of that client I mentioned, they were grossly underprepared and jumping into things too fast. Money was effectively wasted because by the 4th day of running ads they couldn’t even call the leads within 24 hours, which vastly reduces the chance of a sale!
You need to be mentally prepared to handle growth and your business needs to be prepared to handle it as well.
Mentally speaking you need to be honest with yourself. Most people can’t handle sudden increases of wealth. It drives them mad.
Just do some basic research about lottery winners, or sports stars who won millions and millions of dollars.
A shockingly large percentage of them, despite having more than enough money to live many fruitful lifetimes, end up bankrupt because they spend it all! They go crazy!
I’m not saying this will happen to you, but it very well could. Maybe you have a good month in business, and rather than re-investing that $1k you drop it on fancy dinners with your wife.
Then the next month business isn’t that good, but you keep going out because “it’ll surely come up, right?”
Instead of reinvesting $800 and celebrating with $200 you waste $1,000 because subconsciously you’re self-sabotaging.
Listen, I’m not psychology expert, so I just want to make you aware that self-sabotage happens. I’ve done it myself as well, when it came to getting new clients or expanding Marketing The Universe.
I remember I got stuck in a rut for about a year, and when I finally increased my income I blew it up within 3 months rather than re-investing that extra money.
Be aware of your own behaviors. Celebrate your successes but remain aware of your thoughts & feelings so that you don’t self-sabotage.
The second area that people screw up in is in their business infrastructure. In the case of that client they didn’t have the infrastructure to handle so many new leads.
You need to have everything setup and a clear-cut process sorted out for how these new leads or prospects will be sold. If you don’t and launch a campaign with plans to “figure it out later” then you’ll likely throw money at the wall.
A plan is key to success. How much do you intend to grow? What is do-able?
Small, sustainable growth is better than huge spikes in growth. Huge spikes reduce stability and make it more likely you fail.
Now, don’t get so obsessed with a plan that you never get started (see: self-sabotage). Set a due date for when an ad campaign will be launched, create a total outline for how it’ll work, then get the work done.
Finally another problem that happens when it comes with people’s marketing strategies is they get addicted to one working ad and forget to keep testing.
Maybe you try for 3 months to get a working ad, but because you’re completely new to business you fail every time.
Then one day you finally get a working ad. You jump around, dance, scream, cry, laugh. You finally did it!
The next day the ad is still working. You delete the bad ads, and put the budget behind that ad.
You read my advice on avoiding self-sabotage, so you have a journal to monitor your thoughts & feelings, and you also have business infrastructure prepped. You only intend to grow by 15% because this is do-able and won’t destroy your mind.
The ad continues to work, and you stop testing new ads. You put all cash behind this ad.
And you know that? It works. It will continue to work, but what people fail to realize is there’s always an end to a working ad. There’s a point at which it stops working.
Maybe it’ll take a week. Maybe a month. Maybe a year. But one day your ad will have ran through the market and be obsolete.
Competitors will innovate your advertisement into something better. New products or services will enter the playing field, pushing you further back.
Don’t get too attached to one thing that works. Stay humble and keep grinding.
In fact the perfect time to test a new advertisement is exactly when you find a working ad that’s making you money (or due to the lifetime value you have calculated that it will profit you down the line).
The reason for this is because you’re already feeling great from the high of finding success, and you also will have the funds to invest. Don’t hold onto one working ad because everything else failed- keep finding working ads.
In short, sometimes the problem isn’t that your ad campaign doesn’t work. Sometimes people find success and lose their mind because it destroys their sense of reality, or their business can’t handle the growth, or they get too attached to one thing that’s working that they neglect the process of testing to find more ads.
Ask yourself this: how much can you legitimately grow?
If your business is making $100,000 per month, then an extra $20k per month is likely do-able and within your infrastructure & sense of reality. You also likely already had failed ad campaigns, and so won’t get attached to one thing that works.
On the other hand if you’re at $5k per month then the extra $20k per month is way too far out of your reality, it’s unlikely you can handle the growth safely, and you may get too attached to the one thing that works and blow it all up in your face!
How To Grow Exponentially While Working Less
Tomorrow I have more content on this, so stay tuned for this. For now we’re going to hit the key points.
Let me ask you something: have you heard of the term “flow?” What about “deep work?”
Both terms had a book written about them. Both terms are critical to your marketing success.
Flow is a state used to describe immersion within a particular field. For example, have you ever began working on a project only to lose sense of time, forget to eat, or forget other commitments?
That’s a flow state. Video games can sometimes induce this state as well.
Don’t confuse flow states with “derp states.” Watching the TV puts you into a state I like to call “derp.” You are a passive consumer of the content, not an active participant.
In Flow you become extra creative, extra focused, and extra efficient. People who can regularly enter flow are often quite successful.
For more information on flow, check out the book “Flow.”
Deep work is another book wrote about how the most successful people in the world can focus deeply on one particular craft in order to master it.
For example, you should turn off your phone while working and focus intently on one task until completion. You might think you can multitask, but it’s actually ruining your business.
Of course if you are the CEO of a large company you will have to deal with all kinds of random fires and stuff happening. Some CEO’s are anomalies that can focus despite all kinds of distractions- but it’s unlikely you’re that person. I know I’m not!
The key to your success is “deep work” via “flow” (look up both books for more context if needed, or YouTube each term for a quick video description).
Even if you have a team to manage, schedule uninterrupted time towards specific projects that demand your direct attention. Focus and hammer out work for a few hours, then deal with all the random distractions that come about.
Most humans have about 4 good hours of real work per day. When you distract yourself with your phone and interrupt your flow, you take away from these 4 hours.
It’s important to learn how to delegate tasks and remove distractions to that you can “dive deep.”
To be successful in marketing or your business you don’t need to be superman. You just have to be wise about how you work.
Whether you’ve got an idea or already a successful business, I’m sure you’ve heard of those people who boast about working 90 hours per week or something crazy like that.
Or.. maybe you are one of those people?
The thing is working so long and “hard” doesn’t actually accomplish anything. First I’ve observed in these people that their definition of work isn’t real work. Checking your phone, eating, and working just for the sake of work doesn’t count as work!
When it comes to your marketing campaigns and entire business, the same applies.
This is actually another reason why I recommend you to focus on only one advertising platform at a time. Soon you will be too busy with dealing with employees/contractors, product improvement, business infrastructure, accounting/legals, customer support, and your marketing campaign to be able to invest more time in another advertising platform.
For more information on this, I recommend reading the books “the 4 hour work week” and “e-myth revisited.”
The former has a lot of negative hype surrounding it. The point isn’t to work a 4 hour work week (although it is possible, I’ve done it myself).
The key is to become vastly efficient & focused in specific parameters that get you results rather than working on all kinds of things that don’t bring you profit.
This is also why I made you write a single-sentence mission statement earlier. Who you are, what your product is, and how it helps people aligns your entire business operations such so that everything supports this single statement.
The E-myth revisited talks about setting up “processes” to automate your business. Think about leveraging technology to guarantee the same results every day, or creating an employee handbook that tells someone what to do step-by-step.
Tomorrow I’m going to dive more in depth into this stuff, but for now I just wanted to touch on these points and give you some more references to check out.
Need Some Help?
Don’t worry, this is a lot- I know. The past few days have been packed with an intense amount of information.
I promise that if you can apply all of this, you will experience massive results in your business (or that great idea will take off).
Right now I’d like to give you a quick little reminder that I review all answers to the “homework” section personally, and if you have any questions you can always click “reply.” I’ll do my best to help you out.
If you would like more help in all of this, such as letting me take over your marketing or receiving direct coaching, then I’m here for you!
I have an application for this which you can fill out by clicking HERE now.
Here’s what I can do for you:
- Take over your digital marketing, getting you sales, leads, and branding
- Improve your entire sales & marketing processes
- Advise on other business operations
- Coach you on all this and teach you everything I know personally
Alternatively you can do all of this on your own, it just takes time to figure it out. I believe in you!
If you’d rather specialize on your product & other business operations and let an expert handle your marketing, then you should choose “I want to hire you” on the application.
If you want to learn everything yourself but just need some consulting calls & overview, then I can also help. Choose the “I want you to coach me” on the application.
I will review your application to determine if we’re a good fit, and if we are then we’ll schedule a call. You’ll get a free demonstration of how I can help you out, or a coaching call right there and then!
Again, click HERE for the application.
The Marketing Puzzle can feel overwhelming & scary- believe me I know. This is especially true when you already have to worry about your product, customer service, and employees/contractors (or even getting your idea off the ground).
However by clearly defining ethical marketing we can align ourselves to what needs to be done.
By referencing our single sentence mission statement (which is “I help [customer] solve [problem] with [product]) we can align all our business operations.
By memorizing our product’s “increasing pleasures” and “decreasing pains” we can properly market the product to the right people, and feel confident that we aren’t “selling” but instead giving value to people who need or want it.
Let’s recap today’s lesson:
- Ethical Marketing is the process of communicating your product’s true value to people who might need it
- If you truly understand the value of your product, you can feel confident growing and “selling” because you aren’t taking from anyone but instead giving value
- Focus on providing value to people above everything else. Profit comes only from giving value
- When an ideal customer doesn’t purchase, it’s because YOU didn’t communicate the true value of your product
- Sometimes people aren’t prepared to handle growth. Don’t grow too fast
- Mental sabotage is a sneaky, little-known cause of failure. Be careful about your mental reality (research: lottery winners & rich athletes going crazy + bankrupt)
- Business infrastructure must be prepared to handle growth also
- Don’t get too attached to something that works. Stay humble, keep testing- the process is what brings you success.
- Deep work & flow are key to success. Don’t diversify too many marketing channels or do “derp work.” Focus on what gets results, period.
- Book recommendations: how to write copy that sells, deep work, flow, 4 hour work week, e-myth revisited
By the way, just a quick reminder that the final lesson will contain a reference to all recaps, as well as action steps so that you can succeed in this! That’s coming in tomorrow.
Now for your homework. Complete this and what you learned will be remembered forever (okay not forever but you get the point):
- What is ethical marketing in your own words?
- How will you ethically market your own product?
- Why do people purchase from you?
- What are the 3 ways people screw themselves over when they grow?
- Why should you avoid spreading yourself too thin?
- How do you plan to focus deeply and what will you focus on?
- How will this lesson improve your business or idea?
Remember that you can hit “reply” and I will review your answers free-of-charge! Feel free to hit me up with any questions too (:
Tomorrow’s lesson: Course Recap + Action Steps
P.S. If you’d like personal coaching or to hire me to take over your digital marketing, remember to fill out my application by clicking HERE. Thanks!
Click HERE to go to the next lesson.