The finish line is near.
Last week I shared with you I was exhausted from working an ungodly amount of hours on the most audacious project of my two-decade entrepreneurial journey...
A brand new coaching experience unlike anything available anywhere.
And I'll tell you why it's unlike anything else in a second. And the lesson in it for you.
📝First, make a note...
Monday this officially opens to our tribe. That's you.
If you want to learn more about this new opportunity before most of our tribe, go here and set-up a time to speak with a member of my team. (You may have to wait a few days for an appointment. Just be patient. I promise it'll be well worth the wait.)
I chose to work like a madman on this new program... and have my team do the same... for one reason...
Because I saw a big shift in what most struggling or aspiring entrepreneurs need for success today.
No longer is the primary need more information, more tactics, more strategies, or more funnel models.
You're no doubt inundated with all that stuff already.
No. The need is not more information. Just the opposite.
What the majority of entrepreneurs need today... likely, YOU INCLUDED... is clarity on what exactly you need to do or fix or implement in your specific business RIGHT NOW to move forward.
You know there's already far too many "marketing prescriptions" out there. Yet, with zero diagnosis of the problem or need.
Most entrepreneurs are already aware of all the different things they could be doing...
👉🏼What they don't know is... what they should be doing. Based, on what their exact business needs right now.
Well, we've solved that with this new program.
And right there is the lesson I want you to take away.
Whatever business you're in... whatever product or service you market and sell... you're in the business of solving your market's problems.
You're not in business of peddling products; you're in the business of providing solutions.
And part of doing that is staying intimately in-touch with the new challenges and obstacles holding your marketplace back from the outcomes they want.
Then, figuring out more effective ways of helping them to overcome or by-pass those road blocks.
By improving your product or service.
That's how you become and remain wildly valuable to your marketplace.
That's... how you build a long-term, thriving business.
With that, let's get to this week's goodies...
MY FAVS THIS WEEK
- Why Is Facebook Launching An All-Out War On Apple's Upcoming iPhone Update?
Unless you've been living under a rock, you're already aware of the tracking issues associated with Apple's latest iOS update.
Well, this little article gives a great overview of the business model differences at the root of the controversy.
- Digital Smart Notes Part 1: The Capture Toolkit
I can't imagine being an entrepreneur or marketer today without having a system for collecting and organizing your ideas, thoughts, and notes.
If you want to get better at this, it all begins with how you capture everything. This article gives a killer overview of a process very similar to my own.
- How To Write A Book Description That Sells [With Examples]
Even if you don't have a book and aren't in need of a book description, there's lots of value in this article.
The outline Tucker Max shares can easily be adapted to an ad campaign, email promotion, or even YouTube video.
Lots of solid marketing here.
ODDITY FROM MY LIBRARY
I don't draw well. Nor do I draw often.
But, I do believe in the marketing value of a good image.
I've seen marketing campaigns soar off the back of a single picture or diagram.
Anytime you can convey your Big Marketing Idea or Unique Mechanism or Primary Promise in the form of an instantly-understandable image or drawing it can be powerful.
Drawings have an added value not found in stock images or charts or professional graphics.
Drawings are more personal. They feel more intimate. More authentic.
And they don't come across as if they were designed for impact. But, instead, come off as if they're there for educational purposes. Which, they are.
I found the approach presented in Draw To Win easy and doable.
For example... 😊
WHAT I'M TELLIN' MY TEAM
This week on our internal Team Marketing Training...
I walked the team through several core ways of improving our offers.
As you already know: the offer can make or break the success of your marketing campaign.
Everything else can be dialed, and if your offer is weak... your conversions will be weak.
This is why it's essential you invest the time, energy, and effort necessary to engineer S.I.N. Offers -- superior, irresistible, and no-brainer.
This week I focused my team on how to improve the quality of our S.I.N. offers by altering the payment terms and risk-reversal proposition (i.e. guarantee).
Both can have a tremendous impact on how well your offer converts. Even without changing anything else.
"How can we change the terms of their payment to lower the barrier of entry as much as possible... and eliminate all financial risk for them with the guarantee," was the main question I posed.
There are lots of ways this can be done.
As an example:
We can present a Soft Offer (i.e. pay nothing today), and for after they do pay... a 60-day double-your-money-back conditional guarantee (along with a secondary no-questions-asked unconditional guarantee).
Hard to say no to that kind of offer.
TEAM TAKEAWAYS IN THREE BULLETS:
- The easiest and quickest way to improve the performance of a marketing campaign is by improving the offer. Our aim is to make the offer superior to competitors, irresistible because of all the benefits, and a no-brainer with the terms and risk-reversal proposition.
- When done correctly, adding a performance-based Conditional Guarantee to an offer can significantly increase conversions. This is a... sort of... secret weapon few entrepreneurs use often enough.
- At a bare minimum, we should include a Soft Offer later in a marketing campaign... after we've presented all Hard Offer options. We're leaving money on the table when we don't.
This question was posted inside the MFA Nation Facebook Group...
Below is my response to the comment:
It all depends on your business model. Specifically, your Flywheel.
Before you do anything else, you need to get clear on the model and approach you're going to use to grow your business.
- Are you going to generate leads first... or are you going to go straight for the sale?
- Are you going to focus on getting organic traffic... or traffic from paid advertising?
- Are you going to lead new buyers to speak with a sales person about a higher ticket purchase... or are you going to sell them more of what they already bought?
- Are you going to monetize buyers with your own products... or are you going to build your revenue from affiliate streams?
You need to get clear on your model before anything else.
Clarity on your model will tell you the levers you need to pull to make progress.
It will also tell you the levers and activities you should avoid -- the ones which will not contribute to your progress... because they're outside your model/Flywheel.
Then, anytime you're faced with a new tactic or strategy or method or system you should put it through this filter...
Does this contribute to one of the levers in my model?
If not, skip it.
If it can, put it on your list to explore. Then review this list once a quarter.
Remember, just cause a tactic or strategy works for other entrepreneurs doesn't mean it's appropriate for you and your business.
Your model is what determines what's appropriate and what is not.
NOTE: If you're not in the MFA Nation Facebook Group with us yet, you're missing out on the opportunity to have me answer your questions. Not too mention, some killer content and live streams only shared inside the Group.
This spur of the moment Facebook Live Thursday turned into a full-on hour and thirty minute training.
Some of the goodies covered:
- How to determine your next marketing moves and what you should be doing for your business over the next 30 days.
- The only type of marketing education I recommend you focus your learning around.
- The smartest way to compensate affiliates so they're highly motivated to promote your offer above all others.
- What to do if your cost per new customer (CPA) is much higher than the average new customer transaction size (AOV).
- The difference between a Unique Selling Proposition and a Unique Mechanism.
- Why you should think like Warren Buffet when reviewing the performance numbers for your paid advertising.
- Why relying on plug-and-play templates and fill-in-the-blank marketing tools sets your business up for future problems.
- How to structure your business so you can easily outspend your competitors for client acquisition.
- ...and much more!
PIC OF THE WEEK
This was mid-lockdown last year.
John Mulry (our Director of Marketing) and I jumped on a Zoom session with my buddy, John Forde.
John's a veteran copywriter. And a wizard when it comes to the campaign lead -- the first 350-800 words or so of a marketing message.
John's also the co-author of Great Leads, a must-have marketing book for any serious student of direct response.
We talked about marketing in a pandemic. Specifically, how to adapt our campaign leads (i.e. openings) to be more appropriate.
Super insightful stuff.
A month or so later John interviewed me for his video podcast. Was also a lot of fun. Check it out here.
WANT MORE HELP GROWING YOUR BUSINESS?
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