- Tell me if you've heard this before,
to become a world-class marketer
and make millions of dollars-
- One million dollars.
- You just need to leverage ChatGPT,
hustle harder on social media,
or do whatever get rich quick life hack
is popular right now.
I don't know: dropshipping, NFTs, or whatever.
While everyone's in a rush to do what's popular,
I want to explain the marketing skills
that nobody is talking about,
and that are much more likely to make you a ton of money.
While everyone else is chasing shiny, trendy, new things,
or trying to find a way to generate passive income
from the beach without doing any real work,
I want to help you master the timeless skills
that'll make you money in any economy,
regardless of the trends and that can't be automated by AI.
Six of the most powerful words in the English language are,
"Let me tell you a story."
The second we hear that,
our brains immediately tune in and start paying attention.
Most people like to think
that they make decisions logically.
They don't.
Stories allow you to bypass
the critical part of your customer's brain
and go straight to where it matters, the emotional part.
Stories are also easier to remember,
making your brands message or marketing more effective.
After all, it's hard to remember a painfully long list
of features and statistics and product traits.
But add a story to the mix that talks
about all of the life-changing benefits
that someone's going to get
as a result of doing business with you
or taking you up on your offer,
and you cut through all of the mental clutter
and get right to the heart of the customer.
The best part though is that
pretty much anything can be turned into a story
using this simple three-part structure.
Part one is the problem,
and all you need to do here is get people quickly
up to speed on what problem or challenge
or situation your character was going through.
If this is a personal story, then you're the character.
If it's a story about a customer
or a client or someone else, then they're the character.
It's that simple.
Part two is the journey.
This is where you break down what happened along the way.
So what did your character see,
experience, try, or learn along the way?
Were there setbacks, obstacles,
moments of hope that were shattered
by a reality check that smacked them right in the face?
Then part three is the solution or outcome.
What was the end result?
How are things better now than they were before, or worse?
Though if they're worse,
I wouldn't be using that as a story in my marketing.
Follow these three simple steps in your story
can be as long or as short as you like,
but if you really wanna ramp up your story-selling skills,
not to mention make all
of your marketing immediately more effective,
then you're also gonna wanna learn the secrets
behind what makes people tick, click, and stick.
Customers don't buy when they understand,
they buy when they feel understood,
which makes understanding your customers
and knowing exactly what they're going through
your number one job.
That's why at the heart of my marketing master plan
is something I call miracles and miseries.
Miseries are all of your customers' fears, pains, problems,
and all the nasty stuff they're trying
to solve or get away from.
Their miracles, on the other hand,
are all of their hopes and dreams and wants and desires,
and all the things they want to have or achieve or become.
And your job is to show them
how your business or your offer is going
to help them move away from their miseries
and towards their miracles.
And the better you understand
how customers think, feel, and behave,
what makes them tick,
the better you can tailor your marketing messages
and strategies for maximum effectiveness
to get them to click,
and the more likely they are
to become lifelong loyal customers,
which makes them stick.
Here are a few more psychological marketing hot buttons
you can push as well.
People are more likely to purchase a product or service
if they see others using it or endorsing it.
So show customer reviews, testimonials, and endorsements
to build trust and credibility.
Limited availability or time-sensitive offers
can create a sense of urgency,
prompting customers to take action.
Say things like limited stock, exclusive offer,
or sale ends soon to capitalize on this.
When people receive something for free or feel
that they've been given some kind of special treatment,
they may be more inclined to make a purchase in return.
So offer free samples, bonuses, lead magnets,
or anything else you can think of
to create a subconscious sense of obligation.
Consumers prefer consistency,
and may be more likely to continue purchasing from a brand
that they've had positive experiences with in the past.
So maintain a consistent brand image and messaging
and customer experience to encourage repeat business.
This is really just branding 101.
People tend to rely on the first piece
of information they encounter as a reference point,
so display a higher original price
before showing the discounted price
to make the offer appear more valuable.
Back in 2011,
Domino's Pizza had one of those eureka moments
when they launched the Domino's Live Pizza Tracker.
This fascinating little piece of technology
allowed customers to essentially
digitally stalk their pizza,
tracking it from the moment that they ordered it
all the way until it showed up at their door.
And it turns out people loved it.
Not only did it increase customer satisfaction
and boost sales, but Domino's Pizza
also learned a thing or two about improving efficiency.
You see, it's one thing to just look
at a whole bunch of different numbers on a spreadsheet.
It's another thing entirely
to watch a pizza visually track through space.
Fast forward to today,
and now over 70% of their sales
come through digital channels.
In the world of marketing, data is like a gold mine,
but without the ability to properly visualize this data,
it's more like looking at a pile of rocks
that nobody wants to see.
And that's where data visualization comes in,
acting as your trusty mining assistant
to help you separate the gold from all of the rubble,
turning complex spreadsheets
and mind numbing numbers, the rocks,
into eye-catching easily digestible charts and graphs,
the gold.
And these gold bars represent different aspects
of your audience or customers
from their demographic details,
to their interests, to their buying behavior,
all things that you can use to create
a powerful and profitable marketing strategy.
Most importantly of all though,
is that it allows you to make smart and strategic decisions.
And you know what else allows you
to make smart and strategic decisions?
Knowing exactly what your competitors are up to,
which is what this next skill is all about.
What if there was a way to see exactly
what your competitors were up to?
I'm talking about seeing exactly
what kind of marketing emails they're sending,
what kind of content they're posting on social media,
and what kind of advertising campaigns they're running
so that you can adjust your strategy accordingly.
Well, my friend, not only can you do this,
but it's also 100% completely free and legal and ethical.
No creepy stalking required.
And engaging in a little regular competitor analysis
by monitoring your competitor's strategies and tactics,
you can identify gaps in the market, differentiate yourself,
as well as make sure that you're staying ahead of trends.
Let me show you how to do this using Olipop as an example.
Say I decide one day that I wanna start a new soda company,
and I decide that Olipop
is likely to be my strongest competitor.
Well, the first thing I do is visit their website,
which is gonna give you more information
than you could have ever dreamed of,
including what they think is their best value proposition,
usually indicated by the main headline above the fold,
which is the very first thing you see
when you visit the site,
and what CTA, or call to action, they're most focused on.
And a quick scroll down the page
will also show what new flavors they're launching,
what promotions they're running,
and what kind of words and language they use
to appeal to their target market.
Plus, at the bottom in the footer,
they list out all of their social media profiles.
So you can click into each one
to see what kind of content they're posting
and what kind of engagement
and responses they're getting back.
And on Facebook, when you visit their page,
you can click on about,
then page transparency, then click see all,
scroll down to the ads from the page section
and click go to ad library
to see what ads they're running as well.
Now, they're not running ads right now,
but you can use this same process
on any other Facebook page you want to take a look at.
And what's good about regularly doing
just a little bit of competitor research
is that you'll start to see trends and patterns everywhere,
which is really gonna help when it comes
to this next digital marketing skill,
which is the ability
to take a boring old plain looking website
and turn it into a money-making machine.
Fun fact, most website visitors
who visit your website aren't going to do anything
and are going to leave and never come back again.
Wait a second, that wasn't fun at all.
So yes, generating traffic and clicks
and visitors to your website is important,
but it doesn't really mean much
if everybody just shows up on your site,
takes a look around,
and leaves and never takes any action.
Zappos, the online shoe gurus, were curious
when they realized that a lot of people
were adding shoes to their cart,
but then leaving, not checking out.
So they put on their detective hats,
did a little bit of market research,
and determined that customers
really hated paying for shipping,
and also didn't want to have to deal with the hassle
of returning products that just didn't fit.
So in the interest of increasing their conversion rate,
Zappos started offering free shipping, free returns.
They put this offer front and center
and made sure that everybody knew about it,
as well as updating their site's navigation,
which made it even easier to find a pair of shoes that fit.
And the result was more people
visiting Zappos than ever before,
conversions going through the roof, and sales skyrocketing,
ultimately leading Amazon
to buy the company in 2009 for $1.2 billion.
And what Zappos did,
the skill of making those changes to the website
in order to increase conversions is called, wait for it,
conversion rate optimization.
It's a very original name.
And it's the process of understanding user behavior,
running tests, and making data-backed improvements.
And that last part is particularly important,
the whole making decisions based on data
rather than aesthetics, or designs,
or how you feel something looks,
because truthfully, sometimes ugly works.
Your conversion rate is the average number of conversions
per interaction shown as a percentage.
So if you have 100 website visitors
and five people sign up for your email list,
you have a 5% conversion rate.
If you have 100 website visitors,
and 2 people buy something, you have a 2% conversion rate.
And if you have 100 website visitors
and nobody is signing up for anything
or downloading anything or buying anything,
then you have a 0% conversion rate,
and something's gotta change fast.
And while the definition of a good conversion rate
is kind of hard to define
as it just varies so much from market to market
and business to business and industry to industry,
there are a few general guidelines
that you can take a look at to at least make sure
that you're in the right ballpark.
Typically, what we're looking for
is an average conversion rate of say 2 to 5%
if we're trying to make a sale
or something that requires
a little bit more of a larger commitment.
And a conversion rate of 20% to 30%
if we're running more targeted traffic
with a lower barrier to entry offer,
like getting someone to download something
or sign up for an email list.
Whatever conversion rate you start with though,
the goal is always the same,
which is to try to increase that number as much as possible,
because when you do that,
you can then focus on sending even more traffic
and more clicks and more eyeballs to your offer
without fear of wasting your time
and money and energy sending them to a website
that's never gonna convert.
And this next digital marketing skill is gonna be the key
to helping you tap into a nearly limitless supply
of new traffic, new clicks, and new leads.
So let me unpack it for you now.
Whether you're brand new to marketing
or you've been at this game for any length of time now,
I'm sure you've heard the advice
that in order to be successful you need to do everything
and be everywhere all the time.
I'll admit it sounds solid,
but unless you've got a six figure marketing budget
or are happy to work yourself to the bone
posting 10 to 15 times a day
across dozens of different social media networks,
it's just not that realistic or practical
unless we find a way to systemize and automate some of this
so you can do less but get more.
So here's how to do that
using my Pillar Post Piece strategy.
The first thing you want to do
is create a single piece of long form content.
Long form content is pretty much
exactly what it sounds like.
It's content that's long, as in not short.
So think full length blog article
or YouTube video or podcast,
and not Reel, TikTok, Short, or Story.
This long form piece of content is your Pillar,
and it can be video, audio, or text,
but my recommendation is to go video
as it's gonna give you the most flexibility later
to take clips for Reels and TikToks and Shorts.
Use the audio for podcast and transcribe it
for social media posts or emails.
The Reels, TikToks, Shorts and transcribed text
to use as emails or longer form social media posts
are your Posts.
And then you get your Pieces
when you break down your Pillar or Posts even further
by carving out clips for stories or tweets.
And just like that,
you've taken one long form piece of content
and turned it into say, 4 to 5 Reels,
which can be reposted as tiktoks or shorts,
and 10 to 15 Pieces that you can use as tweets or stories.
You can do this manually or with the help
of repurposing and social media posting software.
And there are a ton out there, including new players
coming on the scene almost every single day.
Which leads me to the next skill
that you're definitely going to want
to have in your tool belt moving forward,
marketing automation and AI.
I use marketing automation and AI in my business
and agency every single day, and so should you.
It frees up time, takes care of boring and repetitive tasks,
and most importantly of all, allows you to produce
a better result faster and significantly easier
than trying to do everything manually.
For example, I use HighLevel
to automate my entire marketing funnel,
turning cold traffic into leads, leads into customers,
and doing it all on autopilot.
Now, this video is not sponsored,
but I will put a link up here on the screen
as well as down in the description box below,
which will get you access
to an extended free trial, a free course,
as well as a free strategy call
on how to use the software best for you.
I use AI and predictive algorithms and software
like CreatorML and TubeBuddy in order to help me come up
with the perfect title thumbnail combination.
I use VidIQ and Headline Studio
to help me write higher converting titles and headlines.
And, of course, who could forget ChatGPT,
which can write blog articles,
and come up with business ideas,
write emails and social medias and ads, and so much more.
And that's why the next thing you're gonna want to do
is check out the video that I've got linked up right here
where I'm gonna show you exactly how I got ChatGPT
to build me an entire marketing campaign.
So make sure to check that out now,
and I'll see you in there in just a second.