I have a fancy grill on my back patio.
I don't really know how to use it though. Not properly, at least.
I've never been a good cook.
Even with burgers and steaks on the grill, I always feel I'm one family BBQ away from serving black bricks or something raw on the inside.
I have all the high-end tools though.
And I look good when standing in front of the grill. 🙂
But, using the grill and tools?...
Not so much.
No matter how many times I've upgraded to a more luxurious (manly) grill... and no matter how much I continue to spend on spatulas, forks, and tongs... it doesn't change the fact...
I really don't know what I'm doing. Lol.
I'm working on it though.
I understand... the tools don't make the meal, the ability to use the tools the right way does.
Fact is, when you know how to cook, you can use almost any tools.
The same applies to marketing online.
It ain't about how fancy your tools are... your software... your page-builder... your hosting... your CRM... or any of those things.
It's all about using your tools -- whatever they may be -- the right way.
More specifically, it's all about knowing how to craft a compelling marketing message from front to back.
When you know how to do that, the tools become almost insignificant.
With that, let's get to this week's goodies...
MY FAVS THIS WEEK
- How to Use Documentary Filmmaking Techniques to Craft Memorable Content
Right now, the docu-series is still an effective marketing tool when used correctly.
That's because it's yet to be commoditized as a campaign format.
It's not easy to do, takes a bit of talent and strategy, and requires a longer timeline for completion.
But, when done well, a marketing docu-series... or even single marketing documentary... can produce extraordinary conversion rates.
Part of this is because it's still a unique way of showing-up for an audience.
This is a great little article on what strategies and tactics can make the documentary approach compelling and captivating. - How To Break Bad Habits In 3 Steps, According To Science
We are the outcome of our habits.
So, proactively developing the right habits can have a significant impact on who we become and what we achieve.
This little article dispels the myth that "it's all our own agency and self-control that will push us in the right direction or make us fail."
It's a quick read. - OKRs That Don't Suck
Having and using the correct Objectives and Key Results (OKRs) are at root of being able to run an effective and productive organization. Especially as you scale your business.
Here's a good introductory video (and transcript) on the different types of OKRs and how and where they can be used in your business.
ODDITY FROM MY LIBRARY
Simple, powerful book.
Answers the question:
What can and should I share on my (professional) social media channels?
The principle idea is to share your work throughout the development process, rather than only sharing the finished product.
A mindset shift for many, yes.
This is about focusing on the generosity behind your idea giving, versus the genius behind the ideas themselves.
I find the approach creatively liberating. Not too mention... easier.
WHAT I'M TELLIN' MY TEAM
This week on our internal marketing training...
I walked the team through a flawed marketing campaign with lots of gaps and holes.
Sounds strange, right...
Why would I spend time showing my team a banged-up campaign?
Well, sometimes it can be more valuable to see a campaign which blatantly violates so many essential principles... because you come face to face with how a lack of these elements makes you feel when on the receiving end.
One biggie this campaign was missing was evidence and support for the claims presented.
Fact is:
An effective marketing campaign is always composed of claims and proof points, claims and proof points, claims and proof points.
Far too many marketers mistake a string of claims and benefit statements as a convincing marketing campaign or sales message.
It's NOT...
It's just a series of claims. And anybody can present a string of claims.
What's needed for prospects to be convinced a buying decision is wise is a rock-solid, airtight logical and emotional argument...
One that PROVES why your claims are true. And why your solution is the superior option for them.
Without the right proof at the right time... you don't have a marketing campaign...
You just have a bunch of statements you hope your prospect believes.
TEAM TAKEAWAYS IN THREE BULLETS:
- Anytime we present a claim in our marketing message it needs to be followed by support, evidence, proof. And our biggest claim shouldn't be bigger than our biggest proof point.
- Our marketing message should not sound or feel like we're presenting our opinion. It should feel like a set of facts which resonate with the prospect on an emotional and intellectual level.
- Our claims and proof points need to be structured in the correct order to lead our prospects, step-by-step, to see our solution as the superior choice. And along the way, we need to move them intellectually as well as emotionally. Emotion alone, without the logical justification, is not enough.
MY ADVICE
This question comes from inside the MFA Nation Facebook Group.
My response:
I wish I better understood the financial investing aspect of customer acquisition.
Like many early-stage entrepreneurs, I always thought the game of customer acquisition was won by spending the least amount possible on new buyer generation.
Today I understand it's the opposite -- he or she who can and does invest the most to acquire a new customer wins.
Fact is: As entrepreneurs, we're investors.
We're investing in the acquisition of assets.
Those assets are customers.
And those customers have a present-day value and they have a future value.
Our job is to invest the right amount of capital acquiring those customers, so we can scale while kicking-off ample profit.
The more aggressive we can be in the amount we can invest to get a new customer, the bigger and faster we can grow.
I didn't understand this early on.
And it cost me.
ROCKSTAR RESOURCE
If you're a consumer of information -- books, podcasts, articles, etc. -- you're hopefully noting your insights.
At a bare minimum, you should at least be highlighting the ideas which resonate with you as you're consuming the information.
Readwise is a simple tool for syncing all your highlights in one place.
It works with tools like Pocket and Instaper for articles, as well as Kindle for books, and even Airr for podcasts.
And, it can be set-up to automatically sync with note-taking apps like Evernote and Roam Research (which is the one I love).
PIC OF THE WEEK
Kel and the girls and I, last Saturday morning, helped to package a few hundred meals for folks in need of some help in Haiti.
I feel guilty we haven’t done this more.
I’m going to correct that going forward.
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