There are three things you need to know
if you wanna create effective, high-converting,
and profitable marketing to promote your business.
First, you need to nail message-to-market match.
Get this wrong, and it doesn't matter
how smart, or creative your marketing is,
or how much money you throw at it,
it's just not gonna work.
Next is something called connection content.
This is a massive change from what used to work
and sadly, what most people are still doing today.
But If you look at the top businesses in any industry
they're all using this strategy
so I'll show you exactly what it means
and how to use it to promote your business.
And lastly, you need to use algorithm leverage,
but don't worry,
it sounds way more complicated than it actually is,
but this is the key to explosive growth
without needing to become a workaholic
or dying of stress in the process.
Also, a big thank you to this video's sponsor Issuu,
but more on that later.
For now, let's dive right in with message-to-market match.
Do you wanna know the single biggest reason
that most marketing doesn't work?
It's not because it's not pretty, or funny,
or clever, or creative.
Nope, the single biggest reason
that most marketing doesn't work
is simply because it's saying the wrong things
to the wrong people.
Or to put it another way,
the reason that most marketing doesn't work
is because the offer
that the business is making to its customers
is either unrelated or unappealing.
An unrelated message means that the words and the offer
that the business is making is irrelevant,
it's not being perceived as important.
Saying something that people
just don't seem to care about all that much,
and trying to sell something in a way that doesn't resonate
with the customers' actual pains, and problems,
and fears, and frustrations.
And this usually happens when the marketing message
is too focused on the tangible features of something,
like what they actually gets,
rather than the benefit-driven outcomes,
which is the end result and all of the benefits
that the customer will experience,
as a result of doing business with you.
An unappealing message
is simply a message that's packaged wrong.
Or in other words, it's boring, and forgettable,
and just blends in with everything else.
And so time, and money, and energy
get invested in these boring,
and irrelevant marketing messages,
putting them in front of people,
and then wondering, "Why nothing's working?"
It sounds harsh I know,
I don't like to be the bad guy here.
But fortunately, I do have a solution,
which comes to you in the form of message-to-market match.
Message-to-market match
is pretty much exactly what it sounds like
and it really just means
that you've done your homework, and researched,
and have tried to understand
what problems your potential customers are going through,
so that you can be the one
to help present a solution and solve them.
And, you've spent the time to try to come up
with an irresistible offer and marketing message
that speaks directly to them,
making them feel seen, and heard,
and understood, and valued.
Get things right, and they'll buy.
Proving to you that this person
thought that the value of what you were offering
exceeded the cost required,
but miss one or two important elements,
and they won't buy.
And you can conclude
that this person did not think
the value of what you were offering
exceeded the cost required.
It's not personal.
They don't think you're a bad person,
or even that the service or the product
that you're offering is bad,
it's just not worth it to them, at this time.
And the solution to this
is to change their perceived level of value
associated with your offer,
by clearly communicating the value and benefits
it delivers to them,
in order to help them overcome
their unique problems and challenges.
In other words, you need to know your market
and then you need to make sure
that your message matches
and lines up with things
that are actually important to them.
Not by shoving your message down their throats,
which sadly gives advertising and marketing
a very bad name and reputation.
- [Announcer] Buy my stuff!
- But instead, by showing them that you understand
what they're going through, and where they're coming from,
and that you may have a solution
that could possibly help them out.
Something I love to say
is that customers don't buy when they understand,
they buy when they feel understood.
Of course, there is a right way and a wrong way to do this,
which is what creating connection content is all about,
so let me walk you through
exactly how to do that,
step by step in just a second.
But first, a real quick message
and big thank you from this video's sponsor, Issuu.
Issuu is an all-in-one platform
to create and distribute beautiful digital content,
from marketing materials and magazines
to catalogs and portfolios,
in an easy-to-view way that looks great on every device.
Whether you work for yourself
or you're part of a team,
Issuu helps you optimize your content
by turning boring old PDFs
into immersive online flipbooks,
with links and embedded videos.
Not only does Issuu
create a uniquely interactive reading experience,
you can also take your Issuu document
to produce email graphics, and GIFs, and social stories,
that are automatically scaled for promoting
across every channel,
which explains why it's used
by some of the biggest brands out there
like Cambridge University, Hyatt,
Etsy, National Geographic, and even NASA.
- [Astronaut] Houston, we do not have a problem.
(astronaut exhaling deeply)
- Issuu also works seamlessly
with the tools you already use and love,
like Canva, Dropbox, Mailchimp, and InDesign,
which makes it a great way
to help your creative ideas come to life
by sharing engaging content everywhere you want to be seen.
Get started with Issuu today
by signing up for an annual account,
and get 25% off when you go to issuu.com/go/Adam.
The promo code, ADAM25 is already applied
so all you need to do is head over there after the video
or click the link in the descriptions below.
OK, with that said,
now it's time to talk about
one of the most powerful marketing tools available
to the modern-day entrepreneur and marketer,
and that is, creating connection content.
Can I tell you a secret?
Now, I can't see you,
but I can only imagine that you're nodding your head, yes,
so here it is.
People don't like doing business with businesses.
(Adam gasping) - [Crowd] Oh.
- I know, crazy, right?
Overly dramatic Adam,
but the good news is
that they do like doing business with people.
(Adam sighing deeply) - [Crowd] Ah!
- Good news indeed, which means,
the more human and authentic you can make your brand
and your business, the better.
Now, I'm not talking about being unprofessional
and sharing every flaw and folly of your entire operation.
- [Interviewer] So, can you tell us about
those insider trading accusations
that came out last week?
- [Producer] Cut, cut, cut!
- Normally I'm talking about oversharing
areas of your personal life
that you don't want to
or don't feel comfortable talking about.
For example, you may or may not know,
and may, or may not care
that I'm married with four kids, and a dog,
and that I enjoy long walks on the beach, sunsets,
and slow rock ballads with sweeping guitar riffs.
And that's what most people get wrong
when it comes to creating content,
and trying to be authentic,
and trying to build a real, and genuine,
and actual relationship
with your customers and with your audience.
They think that in order to build a connection,
they need to pull back the curtains
and expose literally everything
that's going on behind the scenes.
But number one, as surprising as this may sound,
your customers may not actually care all that much
about what you had for lunch
or what your every waking thought is.
(text clicking)
- [Announcer] What's the matter with you?
- And number two, most importantly,
connection, and building trust, and forming relationships
is all about creating value,
and value is created through service,
and empathy, and sharing, and caring, and staring?
No, don't stare, staring's rude,
but do focus on creating value-providing content.
Content that helps answer customer questions,
and helps solve customer problems,
and content that helps prove
that you're a valuable and reliable,
and trustworthy expert,
that they can count on when they need help.
And if you can do this with video, even better.
You see, it's no secret that video is one of,
if not the most effective form
of communication available to you
as a business owner, an entrepreneur, or a marketer.
It doesn't matter what study, or statistic,
or person you talk to,
everyone is watching a whole lot more video
online these days.
Which means, you should be making
a whole lot more video online these days.
First, it's what your customers want,
whether it's long-form videos on YouTube,
short-form videos on YouTube Shorts,
or Facebook Reels, or Instagram Reels, or TikToks,
or even long, long-form video,
like webinars and online-hosted
live streams or workshops.
But there's another benefit as well to video,
and specifically, a certain kind of video,
that's getting an extra boost from the algorithm,
which means you can get a lot more bang
for your marketing buck
by essentially, getting the algorithm
to do a lot of the heavy lifting and hard work for you,
essentially, pushing your content
in front of more potential customers.
So let me show you how to do that now
by talking about algorithm leverage.
Let's play a game for a second.
You can be on the Red Team or the Blue Team.
The Red Team spends 60 minutes making a piece of content,
a blog post let's say.
They do a little keyword research,
find an interesting headline,
and type it up, and post it to their blog.
Then, they take a few snippets and quotes from it,
and post to social media as text,
with the hopes of driving traffic back to their blog.
Not bad, and up until a couple of years ago
this strategy actually worked out pretty well.
But now, let's introduce the Blue Team.
The Blue Team spends the same 60 minutes
making a piece of content,
but they decide to do it with video first.
Now, video's kinda new to them
so it's not perfect or pretty,
but they get it done nonetheless.
Then, they take that video content
and use the audio from it to create a podcast,
they use an automatic transcription software
to turn it into a PDF, and using Issuu, of course,
they turn that PDF into an immersive online flipbook.
Then, they take quotes and clips from that
and turn them into tweets, and captions,
and other social media posts and stories.
And then, they take the best clips from the video
and turn them into short-form vertical videos
to be posted on YouTube as Shorts,
Facebook and Instagram as Reels,
and TikTok as well, TikTok's.
And the algorithm loves this,
consistency and frequency,
and so it rewards them with more reach,
more exposure, more engagement, and more everything.
And so, the Blue Team wins. (Blue Team cheering)
While the Red Team is left playing catch up
trying to figure out what went wrong.
And if you'd like even more ways
to effectively promote your business,
I've put together a video right here
with 10 of my top marketing strategies.
So, make sure to check it out now,
and I'll see you in that video.
Now, the next thing that we need to do,
we've got to figure out,
what kind of content are we going to make,
and that leads us to content type.
Now, what I'm gonna suggest here
is that we need to establish a content...