I get a lot of success stories from students and clients each week...
And I still find it just as humbling and gratifying today as I did when I first started many moons ago.
Every success story or update or thank you note is a reminder of the real lives on the other end of our marketing and content. Real people with real dreams and goals, and real fears and obstacles they're dealing with.
Too many entrepreneurs and marketers view the people in their tribe or audience as nothing more than contact records in a CRM or numbers in a database.
I don't blame them for this. I'm not saying they're bad people because of it.
It's easy to forget on the other side of all the digital stuff we do... the online marketing strategies and tactics... there are real people.
In your audience, on your email list are sons, daughters, mothers, fathers, sisters, brothers, aunts, uncles, grandpas, grandmas. People with health issues. People with financial issues. People struggling with depression or divorce or the death of a loved one.
I've never forgotten this. And I'm grateful for it.
Because one of the most essential character attributes of a great entrepreneur is empathy for those you serve.
The most successful entrepreneurs I'm blessed to coach and guide all recognize the value of putting people before profits.
For the entrepreneurs who put profits before people... it comes across in the quality of their products, their customer support, their company policies, as well as their marketing.
Your audience can feel how much you care. Or how little.
But even if they didn't, you should still care deeply about those your business exists to serve.
Because, again, they're real people with real dreams and goals, and real fears and obstacles.
And you're someone who can help them. And protect them. And care for them.
With that, let's get to this week's goodies...
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MY FAVS THIS WEEK
- Musturbation: the irrational demand for perfection
If you in anyway struggle with perfectionism... or find yourself endlessly editing and tweaking your marketing before releasing it... this is a must read.
(Side note: Anne-Laure Le Cunff has become one of my favorite bloggers.) - How To Create a Personal Strategic Plan That Aligns With Your Goals
I like this little twist on goal achievement. This one line in the post made me want to read the full article:
According to an article in the Journal of Management Research, “effective personal strategy means being able to think in multiple time frames, clarifying what one is trying to achieve over time as well as what needs to be done in the short term to get there.” - In 2020, Two Thirds of Google Searches Ended Without a Click
I found this article insightful. It covers the difference in behavior between people who search Google on their desktop and those who search on a mobile device.
Nothing actionable. But interesting nonetheless.
ODDITY FROM MY LIBRARY
A lot of folks know about Drew's other book Cashvertising; few seem to know about BrainScripts.
It's absolutely fantastic for the serious student of marketing.
BrainScripts reminds me a bit of Joe Sugarman's Triggers, also a great book which belongs in every marketer's library.
BrainScripts, though, is a bit more advanced, for lack of a better phrase. It covers deeper psychological drivers and how to tap them through what you say and do with prospects.
Well worth reading. In fact, I'd recommend you read it at least twice. There's that many gems in there.
WHAT I'M TELLIN' MY TEAM
This week on our internal Team Marketing Training...
I showed the team how to make marketing claims more believable using one of two copywriting tactics: (1) softening, and (2) conditions.
Claims and promises are, obviously, essential to every effective marketing message. They tell the prospect "what's in it for them".
And big, bold, audacious claims and promises are what make a marketing message compelling.
But, those claims and promises only fire-up your prospect's emotions if the prospect believes them.
If your prospect doesn't believe what you're saying is true... or has doubts about the accuracy or validity... nothing else matters. Your campaign is dead in the water.
Believability must be the driving force behind every claim and promise you present.
Of course, every claim and promise MUST be grounded in truth. No lies.
But, never forget, just cause something is true doesn't make it believable.
Your claims and promises must be true... and must be believable. They must be both.
Sometimes, when your claims and promises are true, but really big and really audacious, you need to either soften them up or add conditions to them.
TEAM TAKEAWAYS IN THREE BULLETS:
- Smaller, less audacious claims which are believable are more valuable in copy than are big, bold unbelievable claims, even if they're true. It's not enough to present claims and promises which are true, they must also be believed by the prospect.
- Our copy should never make people feel as if they're being pushed or manipulated. Our copy should feel educational and lead prospects to the conclusion we want them to have.
- Softening your copy does not mean weakening it. When in doubt, think of your copy like having a one on one conversation with your best friend who is in pain and who has the problem you can solve. How would you communicate with them?
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MY ADVICE
A question posted inside the MFA Nation Facebook Group...
Below is my response:
I'm funnel model agnostic.
There is no one right funnel model.
Too many marketers have been led to believe the model is what does the heavy lifting with a marketing campaign.
It doesn't.
Conversion is not based on the marketing model. Conversion is based on the message being delivered through the model.
A bad marketing message can not be fixed by a "better" model. Because there is no "better" model. There's only a better marketing message.
A bad marketing message which doesn't convert with a webinar will likely not convert much differently as a VSL or long-form sales letter or launch sequence or chat bot, etc.
The model is almost never the problem; the message (or offer) almost always is.
You can certainly use webinars to grow a coaching business. You can also use VSLs, long-form sales letters, email-only sequences, a launch sequence, etc.
With that said...
What I would recommend is you pick one or two marketing models... and stick with them. Get good at them. Get efficient with them. Master them.
Personally, I love the VSL and long-form sales letter.
There's no product or service which can't be sold with those as your two go-to marketing models.
***
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.
Go here and join us inside the MFA Nation Group (it's FREE!).
ROCKSTAR RESOURCE
I stumbled across Wave.video last week when doing a little research on YouTube about another piece of software.
Wave.video is an app for creating and repurposing video content.
It does all the typical stuff like: auto-captioning, progress bars, audio waves, music, editing, ...all that jazz.
But it also allows you to turn a single video into the proper format and size and layout for a variety of different channels. All with the click of a button.
So you can take one video asset and turn it into several assets very quickly.
I dig it. I think we'll definitely be using Wave.video going forward.
PIC OF THE WEEK
After wrapping-up an intense few weeks creating the brand new monster-sized E5 Coaching Curriculum, Kellie and I took a few days in the Keys.
We stayed in this secluded bungalow on a private island resort.
The place was stunning.
We had a private outdoor soaking tub and rain shower… a eucalyptus steam room… a Himalayan salt therapy room… and access to Zen gardens and two pristine beaches just feet from our bungalow.
And, of course, we had a couple of Mary Poppins-style bikes, which we rode each morning.
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