In this super thorough video, I’m gonna take you through all 5 categories of digital marketing so you can see the mistakes to avoid AND what’s working best right now.
I’m also sharing 2 super simple hacks to get even more out of your marketing AND my 3-part digital marketing super strategy that’ll help you grow like crazy…
…even if you ignored everything else in this video.
So if you’re confused about what marketing strategy you need, disappointed with your results so far, or you’re unsure about what to do next, this is the video you need
🎬 Register for the FREE On-demand video masterclass training, “The Automated Clients-on-Demand Website Blueprint for Service Businesses” Just go to:
🤑 Need website hosting? Grab my exclusive affiliate discount and save up to 80% off normal hosting price:
If you're like 99% of small business Owners your digital marketing is taking Up way too much of your time and you've Got nothing to show for it so if you're Confused about what marketing strategy You need disappointed with your results So far or you're just unsure about what To do next in this extra thorough video I'm going to take you through all five Categories of digital marketing so you Can see the mistakes to avoid and what's Working best right now I'll also share Two super simple hacks that you can use To get even more out of your marketing And finally my three-part digital Marketing super strategy that's going to Help you grow like never before even if You ignored everything else in this Video let's do It if you handle the marketing for your Own business you've been blasted with This advice for the past decade you'd Want to make a YouTube video you have to Do video video content is the way to go And put out amazing videos and then more Of them but what all these marketing Gurus aren't telling you is that there's Actually a scientific reason why you Need to be using video in your business And once you unlock this secret you're Going to understand how to tap into a Really powerful connection with your Prospects making your business Unstoppable picture yourself back in the
1950s lounging on your plastic covered Couch eyes glued to the black and white Television set there you are watching Your favorite TV personality as they Make you laugh sell you cigarettes and Pretty much just make you feel like You're in the room with them it's like They're your close friend but you've Never even met them how could that be People were watching TV in their homes For the first time they had this screen Where their newscasters or their Favorite late night hosts were talking Directly to the screen and so Psychologists were interested in how we Were processing those people that we're Seeing on screen so researchers Donald Horton and Richard wool decided to Investigate this puzzling connection Between TV personalities and their Audiences as they peeled back the layers Horton and wool discovered that these TV Stars were absolute pros at creating a Cozy sense of intimacy and familiarity Especially when they would break the Fourth wall during commercial breaks and Talk right to you the Audience by Speaking directly to viewers a funny Thing happened they actually managed to Create an illusion of friendship even Though that relationship was totally Onesided and the reason it exists is all To do with how our brains are hardwired To take in information especially human
Faces I've done a lot of interviews with People about their connections to Characters and celebrities what we found Is that we process new faces the same Way whether we see those faces in person Or see them on screen I mean technology Moves pretty fast faster than our Biology can keep up with we've had just Film and radio For about a 100 years that's it it's Been popular mass media for such a short Period of time compared to the rest of The time we've been on this Earth so Horton and wool wrote The Definitive Research paper on this phenomenon and They called it a parasocial relationship Zoom ahead to today and we're living in The social media era where the Parasocial relationship has skyrocketed You know people are forming the these Perceived relationships with not just TV And movie personalities but influencers Tik tokers even small business owners Like yourself all thanks to the Incredible power of video content so What's the real upside of putting out Regular video content and encouraging These parasocial relationships from your Prospects to your business I found this Out for myself firsthand you know back In 2010 long before I Was Here on YouTube I was a web designer with my own Small Studio I was doing okay I had Clients and the way I got them was
Pretty standard they'd find my website From a Google search they'd set up a Consultation call and they'd pretty much Just sit back arms folded and they Wanted me to really prove my worth to Them they'd start off by asking me how Much a website is and then I'd explain That you know I have this deep Discovery Process to get to know what they need Out of the website to get them more Business from it and and that made sense To some people but most were just like Okay that's nice but how much for a Website and how fast can I get it and my Close rate from those calls was maybe 50% and I'd make usually like 2 to six Grand for a website so it was a grind And not a really profitable one at that Then right around 2017 I started this YouTube channel it didn't take off Overnight but slowly but surely I Started noticing little changes I was Getting more cons call requests and Something even better when I was on Those calls the energy was just Different it wasn't uncommon for my Prospective clients to start it off by Saying something like oh my God I feel Like I know you already and even I can't Believe I'm talking to you what and as Flattering as that was in itself the Real benefit came in the form of more Clients being booked at higher prices Because you know due to higher demand I
Was able to start charging more and I Was getting a lot more cooperation for My clients too because they'd already Seen my methods on YouTube they were Much more bought into my process in Other words they trusted me to do my Thing way more than they ever were pre Youube and the way they'd been watching My little YouTube videos one than Another than another their brains Treated those 10-minute one-sided Interactions as if I was talking to them Oneon-one over coffee and you can't Recreate that same feeling from writing Blog posts or posting images video has The distinct advantage over just about Every other form of content and you've Got it pretty good right now pretty much Every social platform is rewarding short Form video content and your future Customers are watching a lot of it so All you really need to do is create Bite-sized 30 second Clips on a regular Basis to achieve the same thing that I Had to make 10 minute plus videos for so Here are some of my best tips to help Make your videos work even harder for You be authentic you know people can Just sense when you're being genuine and That authenticity goes a really long way In establishing trust so show your true S in your videos and don't be afraid to Share your personality your values even Some behind the scenes moments so this
Is not the time for your buttoned up Professional self I don't care what Industry you're in this is Dr Dre nope Not that one this one she's a Dermatologist with a massive YouTube Following and while she could be in a Lab code in her office Reading from a Super polished script that she wrote she Doesn't do it that way and she's a Doctor she's not preoccupied with how Professional she comes across she's Casual she's just giving you advice from Her bedroom a lot of the time which Really contributes to her feeling less Like someone lecturing you on why you Should be wearing sunscreen and more Like your good friend who just happens To be a doctor giving you her best Advice tell stories our brains are wired To latch onto and respond to stories so Share your journey your successes and Even your struggles this is going to Help humanize your brand and create a Connection that's pretty hard to resist Engage with your audience encourage Comments and questions from your viewers And take the time to respond Thoughtfully this interaction helps Strengthen that Bond and shows your Audience that you genuinely care about Them educate and Entertain You Know Offer value to your viewers by sharing Those helpful tips tricks or insights That are related to your industry you
Know keep it interesting and engaging so They watch not one but two three 20 of Your Videos smart businesses have been taking Advantage of this little marketing hack Since way before marketing hacks even Existed it doesn't involve changing what You offer or even offering anything That's any better or different than what The other guys down the street have to Sell sometimes to see the most success In your industry all you need to do is Focus on what everyone else is ignoring Back in the early 1900s the Beer Market Was crazy competitive every brand was Fighting for attention at the time they Were all using brown bottles to keep Their beer fresh it has something to do With filtering out light but nobody was Really talking about the brown bottles As a feature or the resulting freshness As a benefit that's when Claude C Hopkins an advertising Legend stepped in To help Schlitz stand out when he Discovered that these brown bottles were The key to keeping beer fresh he saw his In he'd build a whole marketing campaign Around it highlighting the brown bottles As a unique selling point for Schlitz Even though everybody was using the same Bottles by emphasizing this unspoken Feature Schlitz became the brand you Thought of when you thought of fresh Beer you know they made a huge Splash in
The market making people believe they Were getting something Superior the Result sales skyrocketed and Schlitz Became one of the top selling beers in The US but chances are you don't sell Beer so how can you use the same Principles to help double your own sales And client generation on your website Well every industry even yours has Certain common features and benefits That most if not all of your competitors Also provide but the thing is these Features often go unnoticed because no One's talking about them and that common Oversight can be your unique opportunity To stand out the first step here would Just be to list out all the features That you provide your customers whether They're unique to your business or not So if you do have some unique ones great If you're not already talking about Those on your website you should start But if all those features you offer Really aren't too different from your Competition your next move is just to Start looking at their websites what Items on your list do you just just not See coming up very often either ignored Completely or minimized to the point of Irrelevance I just got married and when We hired our DJ we had no idea that he Offered all of the lighting equipment That would make our venue look really Amazing it came up after the fact and I
Learned from our wedding planner that They pretty much all offer that either Included in the DJ cost or for a really Low add-on price that eliminated the Need for us to source that from a Different vendor which was a huge Benefit that was never even brought up With a sea of wedding DJ websites that Pretty much feel the same and all Promise to you know pack your dance Floor a really welcome add-on like this Would definitely make whichever smart Business that chose to publicize that Stand out even though it's not actually That unique step two would be to go Further than to Simply bring up the Feature what you really want to talk About is the benefit behind the feature And that's because features are really Just th things and nobody buys things They buy results outcomes pleasure and Avoiding problems in other words Benefits outsell features all day long Let's take a cleaning service for Example you know pretty much every Cleaning person I've ever used comes With their own cleaning products even Vacuum cleaners in some cases and you Don't really see that brought up on Their websites very much so if one of These cleaning businesses were to make a Big deal about it on their site it would Help them stand apart but again provided Cleaning products isn't really a benefit
In itself it's just the feature the real Benefit is that I the client don't need To worry about adding cleaning products To my shopping list and I never have to Worry about running out of anything it's Handled sounds like a little thing but Imagine shopping around for someone to Clean your house and only one of your Options specifically mentions that you Don't have to stock up on cleaning Products or pay for them or you know Wonder which ones you should even have That can be a deciding factor when it Seems like they're the only one offering That level of Service getting your business found in Search is actually pretty easy I mean There are thousands of experts online With plenty to say on the subject so With all that free flowing advice number One rankings are as good as right around The Corner which is what I would be saying If the internet wasn't so full of bad And outdated SEO information that can Actually keep you off of the first page Of Google forever now these are a few of The worst yet extremely persistent Pieces of SEO advice that you may have Heard and maybe you're still following On your website we'll talk about why It's bad advice how it's probably Keeping you off the first page of Google And what you should be following instead
So when you make these simple shifts You're going to be really surprised how Your results can start turning around The first piece of bad advice that Keywords are King so most SEO advice Goes a little something like this step One research your keywords step two Write content that uses those keywords As many times as possible step three Profit now don't get me wrong keywords Are important but they aren't the be all End all they used to be and here's why Google's pretty much in the business of Being a lot smarter than you or I even If there are int is of the artificial Variety so even if your web page doesn't Use the exact phrase dentist in akaran Ohio 17 times if you can tell the pages For a dentist in akaran you can safely Bet they know too so you may be thinking Okay fair enough but adding my keyword 100 times couldn't hurt right actually It can think about what happens when you See a keyword jammed into a page over And over again does it read well is it Persuasive probably not right because It's hard to balance keyword stuffing With well-crafted convincing Copyrighting so when you focus on Keywords and keywords alone you're Actually ignoring one of Google's most Important ranking factors how your site Visitors react to your content so if you Scare them off with stilted wording
They're just going to bounce pretty Quick and that can hurt your ability to Rank in the future not to mention you Just chased off a potential customer Bummer so rather than picking a keyword To use and reuse over and over again Just use it a few times in a few key Places like in the top headline in a sub Headline and maybe once or twice in the Regular body copy other than that if you Talk about what you do in an engaging Way you'll naturally use some of the Words that Google would expect to find On a page in your industry plus you'll Be freed up to build a really strong Case for why your prospects should work With you win-win bad SEO advice number Two link building is dead now before you Dust off your black suit I am here to Tell you the nail isn't in that coffin Quite yet so there was a time in the Early days of the worldwide web where Backlinks or websites linking to other Websites were pretty much the only Signal that Google had to gauge how Popular authoritative or good a website Is the way it went was was the web page With the most sites linking to it won The race because hey more sites are Linking to it therefore it must be the Best one now smash cut to today when Like I said Google she be Smart clever girl so some SEO experts Out there have swung way too hard the
Other way and claim that since Google's So smart links don't even matter anymore Just focus on creating great content They said the rest will will take care Of itself they said I wish while it's True that backlinks don't re quite as Supreme as they did back in 1998 they do Still Pack-a-Punch so by focusing Completely on only what goes on your Website without ever doing any work to Try to get other relevant highquality Websites to link to yours you'll get Absolutely eaten alive by your Competition who Is told you so yeah back links are still Pretty key to high rankings and here are A few tips to make sure that you get Them right first make sure you only Chase after links from high quality real Websites and make sure those websites Are related to your Niche right if You're an interior designer getting a Link from a pet log isn't going to do Much for you you're useless to me now if You want to build these links yourself You can write guest posts for Relevant Blogs or even go on relevant podcasts as An expert guest and they'll usually link Back to whatever page you want them to But if you're going to pay for those Links make sure you know what you're Paying for now I generally like to pay More for higher quality links on a real Blog that people actually read as
Opposed to a bunch of spammy links that Are on these really sketchy looking Websites that are pretty much just there For the purpose of selling links on they Call those private blog networks and They're garbage bad advice number three There's a perfect length for SEO now I Get it people love hard and fast rules To live by always wait 30 minutes after Eating before swimming drink pedite with Vodka to avoid hangovers and write your Web pages to be at least a thousand Words so while I happen to agree with The first two the last one's just plain Wrong and can lead to some pretty Uninspired writing I remember back in High school when we had to write a Three-page book report on catcher in the Ry actually is more closely based on the Cliff notes of Catcher And The Ry but We'll keep that just between you and me But when you have a length to hit what a Most of us do we Pat it baby we double Space we use more words than necessary To say the same thing and that extra Length isn't what's going to help you Back Linko actually did a study back in 2016 analyzing 11.8 million Google Search results to see if there's Actually anything to this word count Thing their study revealed that the the Average page one result on Google Contained 1,890 words of content so as you might
Expect people took that tidbit and ran With it what the study can't tell us Though is if that word count itself was Behind the rankings or if a longer page Just happens to contain more useful Information that Google and site Visitors can grab on to than a shorter One spoiler alert it's the second one so Rather than focusing on word count alone Focus on being more thorough and Complete than your top competition bad Advice number four your website has to Be lightning fast to rank I can't tell You how many of my students and YouTube Viewers come to me saying that they got A really low score in Google page speed Insights and they're ready to just Eliminate every image on their website In order to get into the green zone so They can have a better chance of ranking In searches now don't get me wrong page Speed matters a lot however it won't Won't necessarily cause your website to Dramatically increase or decrease in Rankings now the truth is they tend to Treat page speed is more of a tiebreaker Between two otherwise equally weighted Pages and in fact Google Representatives Gary ilas Martin split and John Mueller Recently chatted in the search off the Record podcast about why that is you can Make a really fast empty page but that Doesn't mean that it's necessarily a Good result for people so rather than
Stripping your website down to the point Of black text on a bare white page which Isn't going to be very appetizing for Your visitors what the is this You're much better off trying to make Your site feel fast while keeping all The richness that comes with images and Video that's really going to help you Sell what you're offering and to help You do that just use the nitr pack Plugin which is going to reduce your Image file sizes and it's going to add a Lazy loading feature to your site which ENT enally just prioritizes loading only What the user sees when they first get To your website then after that they Start loading the rest of the content Bit by bit as they start to scroll down To your users it feels really fast and They still get the full experience bad Advice number five social media will Help you rank so since the early 2010s every SEO blog you can read has Been inundated with posts about this Idea of social signals as a new ranking Factor uh these posts basically theorize That Google was really heavily weighing Everything from how many likes and Shares your web pag has got on Facebook To your number of followers to your Social media posts themselves it was Wrong then and it's even more wrong Today so here's a really brief timeline Of how it all went down in 2010 Google
Said that this wasn't a thing in 2012 They said they were trying it this is Pretty much where Google plus came from If you remember that then in 2014 they Admitted that it didn't work out and was Once again not a thing so does this mean That you shouldn't concentrate on social Anymore not at all so if social is in Line with other aspects of your Marketing strategy it certainly has its Place but don't expect the stuff you Post on Instagram or even one of your Blog posts going viral over on LinkedIn To help you with ranking and search at Least not directly we know that Backlinks are a ranking f factor and we Also know that social media can get more Eyeballs on your site's content and that Can lead to more people linking to that Content but that's It what if you discovered that the Reason you click on a Facebook or Instagram ad wasn't actually your choice But that some really clever advertisers Were hacking your brain in a way that Forced you to click and buy and the Reason they have to do this is because If you don't click they could lose out On millions of dollars in Revenue so in This video we're going to reveal the Astonishing psychology tactics that they Use to do this and how you can do the Same with your Facebook ads if you're Running Facebook ads the number one
Challenge you face is noise it is loud Out there you know ads reals videos Pictures a lot of potential customers Scroll aimlessly through their timelines Maybe stopping for a couple seconds if They see something they like that's a Problem you know how how are you Supposed to drive Revenue to your Business with Facebook ads when you only Have a few seconds to capture a Customer's attention you got to get Inside their brain that's why I hopped On a zoom call with Dara Denny a fellow YouTube Creator and more importantly a True Facebook ads expert and her Specialty is combining cold hard data With proven ad creatives to jostle your Potential customers out of their seats Talking to her was honestly a treasure Trove of Jedi Mind Tricks and insights Into Facebook Facebook user psychology I'm not a mind reader I can't tell what Your potential customers and Facebook Are thinking but talking to DAR gave me A few mind tricks that almost feel like Using Facebook telepathy so the reality Is is every time your Facebook ad shows Up on someone's Instagram feed or Facebook feed they are not always primed And ready to buy in fact they might have A reason or a few reasons why they don't Want to buy so I think one of the best Ad strategies there is is to actually Attack those head on in other words do
Your customers's thinking for them and Handle their objections before they can Even object if you look out for the top Customer questions before most customers Even have a chance to ask them you're Going to dissolve most of their Objections proactively but that creates A new problem how do you find out Customer objections before they happen Well you've got a few options the first Is ADD comments if you've running ad Already you might have noticed a few Facebook users adding comments Complaints question questions or Concerns don't ignore these they're Definitely worth their weight in gold But only if you take them seriously so Jot them all down then Rewind just ask yourself what kind of Concern made this person write that Here's an example so if they're Complaining that your ads seems too good To be true it means you're lacking Credibility or authority if they're Saying it looks too hard to use show Them how easy it is build their biggest Objections into your next ad and just Watch the objections disappear but what If you haven't run any ads yet or if Your ads just don't have enough comments To be helpful they can actually get Ahead of their competition if they would Go to their competitor's ads or even if It's a bit of a reach competitor or
Someone that's really big in their Industry like I said your customers and Potential consumers are always giving Feedback and they are probably likely Giving feedback to your competitors next Look at the questions you get on social Media so if you receive enough questions Organize them into categories you're Noticing like questions about pricing or Concerns about quality then just rank Them by how many you get you know the Most commonly asked question is now the Top obstacle that you need to address in Your future ads and sometimes people Will even just give you that feedback Directly in your email flows or in the DMS your customer or potential customers Are always giving you feedback and They're very likely going to tell you Hey this is the reason why I'm not ready To buy right now okay so maybe you don't Have this kind of audience presence just Yet you know maybe people aren't Dropping Pitch Perfect questions in your DMs but that's not an excuse to skip This step get a little sneaky and look At your top competitor's entire web Presence you know I'm talking review Sites socials you name it because there Are plenty of user objections to be Found right in public now here's the Trick you've gathered some valuable Feedback you have a list of your Customers top questions and objections
So what do you do with them this is oats Overnight so they were get getting a Really frequent objection their prices Were just too high well they weren't About to lower their prices but they did Handle the objection with just a little Bit of creativity they started telling The story of how they Source the roats You know they explained the quality of Ingredients the superior packaging that Keeps things fresher they even told Potential customers how much it costs to Get oats this good so the objection of You're too expensive suddenly becomes Look at all these high quality Ingredients of course it's expensive It's better by preempting the customer's Objection you turn a potential complaint Into a selling point let me see your Identification you don't need to see his Identification we don't need to see his Identification handling objections will Have you speaking your customer's Language but how do you get your story To resonate in the first place your Product or service should always be Solving a problem that your customer has And one of the best ways to not only Hook the you the attention of your users And um to get them more interested is to Actually you know take the knife that is Already inside of them and twist it a Little bit more and you should do this By figuring out your customer's main
Problem then elaborating on it so don't Avoid the problem go the opposite way Talk about it more what are all the Little symptoms of that problem you know How does it affect the customer how does It lead to Downstream effects on their Life that customers absolutely hate so Don't stop at saying here's a problem That my service solves really dig deep Into what's been bugging your customers Lately the problem that you can fix but There's one caveat so what about Facebook you know I know that they Typically don't want you to stir up Those negative emotions in your ad Creatives right so how do you twist the Knife if you have to kind of tread Lightly with your language I think that There is a big difference between what Facebook/ meta wants to to be perceived As trying to steer in terms of what kind Of content they want on their platform And what is actually speaking and you Know getting a reaction from the users We've actually done several tests with My clients where we will lean into Negative marketing so we will take Things from a negative stance versus a Positive stance and we almost always Find that the negative approach tends to Work a little bit better the truth is People are sick of false positivity at This point you know we got to face it a Little drama and negativity sells The
Real Housewives ain't a polite tea party You know nobody would watch it if it Were and elaborating on your customer's Problem can be surprisingly authentic And if it feels at all icky to you just Remember it's not about you know casting A future of Doom and Gloom it's really More about giving words to the thoughts That your customers already have in Their head so if you can explain what They're experiencing they'll not only Assume that you get them but that you Have the way out too but straightforward Problem solution storytelling doesn't Always work what people are actually Really attracted to on Tik Tok is Intimacy and vulnerability and getting To know people the people behind the Brands so what I've actually started Testing out with a lot of my clients is Starting their ads off with a personal Story line a traditional TV commercial You know something you might see in the 80s would tell story I've got a headache This big no more headache to exedran That's all it took problem and solution Sounds good right the issue is that There's just no emotional resonance here Just questionable acting but in the age Of social media people crave Authenticity so Dar worked with a Supplement company who started running Ugc user generated content ads and these Ads delved into a customer's specific
Issue from the past and dwelled on a Personal story angle and we found that Those were the top performing ads again And again and it was a really repeatable Process for them they learned oh okay Our users really just want to hear from Other people just like them you can see Examples of this personal story approach Working all over the place in 2009 a Journalist and a writer kicked off an Experiment that they called significant Objects they went out and bought a bunch Of insignificant objects you know cheap Things that they could buy for about a Dollar each then then they had a bunch Of writers write stories around each Product one cheap ugly mug became a Story from a birthday party you know it Was bought for 39 and they sold it on Auction for 31 bucks in fact telling Stories about each object drove the Price up everywhere and people often Wanted this specific object from the Story that they' heard but even if that Strategy works for Tik Tok and auction Items what about the business you're Pitching on your Facebook ads does it Work there according to Dara yes it does The personal storyline you know I I've Actually found that meta and Instagram Particularly has been heavily influenced By Tik Tok and by the way that users are Actually interacting on that platform um So now like a lot more people are
Utilizing reals and a lot of the um user Interaction on the actual platform is Starting to become a little bit more Like Tik Tok which is why I think that This personal storytelling line also Works really well for meta ads but let's Imagine now that you're a new business Without customers which means no Customer stories do you try to build a Story for a customer Avatar or should You really focus on a legitimate story To tell I'll be candid I've done both I've hired ugc creators to act on a Testimonial that maybe one of our one of Our customers had had written that maybe Wasn't as true to the Creator but what I've always found is that when the Creator or influencer is speaking to Something that is truly unique unque to Them that is when we tend to find a lot More performance and that's really how I Go about working with creators now if I Have a brand that wants to work with a Creator and they want to try out a Personal story or personal history Storyline I make sure that the that Storyline is most authentic to the Creator as opposed to just kind of Pedaling what sort of angle the brand Wants to test so I'd recommend not Making up stories you know people's BS Detectors are generally going to give You away there so honesty and Authenticity are the goals here next
Mind Trick lean into the true desires of Your customer so there are eight Primal Desires that every person has right Number one is survival to live a long And healthy life number two is Protection so safety care and production For yourself and your loved ones three Freedom Four Comfort five pleasure six Relationships seven success and eight Likeability and social approval that Makes eight potential customer needs That you can tap into to you don't need To use them all and you actually Shouldn't just think about the one or Two that most closely align with the Desire that your customers have Dar Mentions Cuts clothing and true Classics On the surface companies that sell Clothes only hit on one basic need you Know staying dressed but Dar said these Brands succeed by leaning into our Desire to be needed or to be appealing They're really leaning into the idea of Relationships especially sexual Relationships and being a appealing to The opposite sex and they will actually Use in their hooks oh my wife found me More attractive because of this t-shirt Or my wife can't keep her hands off of Me when I'm wearing these jeans so if You take a step back and you think about Hey what do my customers actually desire Not just like from the product not just From the problem that we're solving 100%
Cotton machine washable that's all will And good but my wife couldn't keep her Hands off me after I put on the shirt is A much more Prime Reon to click and at The end of the day we're pretty much all Just Animals this marketing agency saw a 40% Increase in new clients just because They added one simple sentence to their Website it may sound like a cheat but It's completely backed by science and Human psychology in fact when average Consumers were asked 45% of them said That when they see this principle in Action it makes them more interested in Buying as opposed to only 177% who say That it turns them off so what is this Cheat code to more interest and more Sales imagine you're casually checking Out a personal trainer's website you're Not ready to commit you're just looking For now then you notice that the site Mentions they're down to their last Available slot for the month what does That information do to you it triggers Something right you know you suddenly Feel a pressing need to grab that last Spot even though seconds ago you were Just window shopping don't feel targeted Or manipulated it's just your brain Playing by the rules of scarcity now the Principle of scarcity says that we want Now what we think we may not be able to Get in the future it's some
Unavailability or a restriction of some Type that's Dr Mindy Weinstein and she Literally wrote the book on scarcity This one in fact the power of scarcity If you can in some way show that you're Exclusive you're selective you have Certain popular service bundles the part Of our brain that's associated with Value will light up right away and this Has been seen in brain scans so I'm not Talking about scarcity in terms of Telling a participant that they're not Going to get food and water or something That's essential to their survival I Mean these are things like an auction Simulation there's a sale going on but The fact is the brain reacts the same Way and this isn't just some random web Tactic there's actual data behind it a Study conducted by Northwestern University found that products with Limited availability were rated as more Attractive it's almost like the Potential of losing out on a product Elevates its perceived value and Scarcity doesn't just make people want Your services more the other thing that Happens is quicker decisions are made if You can incorporate scarcity in a Truthful fun way authentic way you can Really take advantage of getting people Closer to that decision and also helping Them value what you provide even more And if you thought that scarcity
Marketing tactics only apply to products It actually works even better with Service businesses for the simple reason That you can usually only help so many People and so it already exists so if You just tell people your potential Customers or clients we take on this Amount of projects at a time or we have A weight list all of that's still Scarcity so what are the different Varieties that scarcity comes in there's Four different types of scarcity there's Supply related demand related there's Time related and limited edition so Let's talk about each of these one at a Time along with some good examples of How a service business like yours might Be able to take advantage of each one Starting with Supply related and when We're talking a shortage in the supply For a service business what that usually Means is time right you may want to work With everybody who comes knocking on Your door but the truth is you're Limited to a finite number of people That you can physically help in a day All you need to do is make that known so You could say you know what um I only Take on five projects at a time or my Team only works with you know five or 10 Clients at any given time we do have an Opening coming up you know we would it We'd love to talk to you to see if we Are a good fit for you that's none of
That's manipulative none of it and it's Just the words you're using and it's Completely authentic and what's Interesting if you use that type of Verbage it really does change the Conversation because now they want to Work with you because you've showed Demand for you and your services or your Team but at the same time you've also Really show that exclusivity so them Working with you it's like they won they Got that spot so there was one Particular company that I consulted and We talked a lot about the verbiage that They were using when they were talking To prospects and once they started doing That they actually increased their close Rate in these meetings by 40% so it does Work I've seen a lot of service Businesses actually take this one step Further and make their prospects apply To work with them you know the idea Being that you know we're so busy that We need to make sure that you're a good Fit for us to make it worth it do those Work do you think or do you think that Goes a little too far yeah no actually They they do work so there is a fine Line to it so yes have a little tiny bit Of friction but don't have it so much Where you're giving someone this huge Questionnaire that they have to fill out When something's attainable and we think It can you know we're going to be a
Little bit more motivated but if it's Too daunting they're not going to do it Ever notice how that packed restaurant On the corner makes you want to try it That's demand related scarcity in action It's like they're silently telling you This is what's hot right now so then With demand related scarcity that is Showing popularity of some type and this One is actually really easy it with Services because you can do it in a few Different ways you can let's say on your Website if you have different Levels of your service so different Levels or different programs or whatever It might be you can indicate the most Popular or the best seller and all you Need to do is put a label on it you've Seen it on websites before where Businesses specifically call out this Package or that service as the most Popular or bestselling one we've seen Through psychological research that Doing that people actually really like It because it helps them take that Shortcut of like well no I don't have to Sit and try to think about which one I'm Going to deal when you put your top Service is in the spotlight on your Website it's not just a flex it's you Subtly offering a shortcut to your most Popular offer and guess what this tactic Comes in handy not just on your website But you could do the same thing in a
Proposal so with services so just like You could do that on your website if You're creating a proposal and you're Giving options you can indicate which One is the most popular you know which One do most clients or customers select And so you can do it there it doesn't Necess have to just be on your we it and While you're making it easy for your Clients to decide you can actually make It even more of a no-brainer by adding In a little something extra with a Limited edition offer limited edition is Just some type of spin on the original So a Services it could be that for the Holiday season you are doing this Special package where someone signs up For this service they also get this Bonus whatever it might be so this could Look like bundling a few Services Together into one package like a plumber Might put together a winterized your Pipes offer every fall that includes Several services for one Allin price or It could just be a different spin or Emphasis on what you already offer maybe A vet could offer a Golden Paw special You know a special checkup aimed at Senior pets or a tutoring service might Offer a finals Focus package Concentrated study sessions for students In the final weeks leading up to final Exams each of these offers is rooted in Everyday services that these businesses
Provide but tailored just enough to Offer something special and timely Amplifying their appeal and speaking of Timely Tim related is a time restriction Of some sort but it could be countdown Timer so counting down to an event that You're having it could be a sale so Maybe you are offering a promotion for a Certain time so all of that's time Related and what happens in that Situation is that someone is now Competing with a CL so just come up with And get the word out about a deal Attached to a deadline it's the old Black Friday type of deal and it works For any type of business there is but it Does usually rely on offering some type Of discount which isn't ideal for every Business if you're going to do it just Be careful on that one because if you do Too many promotions or you do the same Promotion all the time I'm sure most People have heard this before you end up Devaluing your services because now They're like oh well your service is Just worth but that promotion is I'm Just going to wait till you do your next One so use that one a little bit Carefully time related offers work best When you time them to your typical slow Or off peak periods like a moving Company that gives you 20% off during Midweek moves or a buy one room get one Free house painting special in the
Slower winter Months a good lead magnet supposed to Attract your most ideal clients to it Like well like a magnet but what if your Lead magnet just doesn't stick it Happens more than you'd Think and rather than trying to force it It's probably a better idea to fix it Instead so in this video I'm going to Nicely rip apart six lead magnets that Aren't really capturing people as well As they could and since this is really All about helping you make the best Possible lead magnet for your business I'm going to show you how I would Personally fix each one of these to be Stickier and much more irresistible so The whole point of using a lead magnet Is to build your email list which is Still the number one most important Thing you can do to build that Runway of Future clients which is how you build Your business now in case you don't know A lead magnet otherwise known as a Freebie is just a valuable piece of free Content that you give away in exchange For someone's email address so there are Literally hundreds of lead magnet types You could choose from but whatever form It takes they opt in you deliver it Usually that process is automated and Then is where the magic really happens You send more helpful value packed Emails in the days and weeks that follow
To build trust and cement you as the Business that they really want to work With so with that basic understanding Out of the way let's now look at some Lead magnets that I was able to find Online that fall into some of the really Common traps that I see so small Businesses fall into when it comes to Creating their lead magnets and just to Be clear here I am not here to troll These businesses or to be negative I Just want to point out what's likely to Hold these back and what I would do Differently to boost optins and hey you Can use these points when planning your Lead magnets too so that you can explode Your email list and your Runway of Future clients so let's see what we got All right so I've got six lead magnets Pull up here so we're going to take a Look at each and I'm going to show you What I would change personally to make Each perform better so let's start with This one from think active this is the Free atome exercise ebook so what's Wrong with this it looks pretty good Right the design is good the biggest Problem I can see with something like This is this is just way too General People know that they can go on YouTube Or a million other places and get Workouts that they can do at home so it Doesn't really make a lot of sense to Ask for someone's email address for
Something like this now what would I do Instead to tweak this to fix it to make It perform better so the first thing I Would do is I would want to come up with Something to make it a little bit more Specific and a little more results based Cuz right now all this promises to do is Teach me some at home workouts you know There's no result attached to this There's no end story benefit attached to It so something more like how does set Up your own at home gym for under a 100 Bucks something like that that is a Higher value because it has an actual End goal to it you're setting up a gym Free home exercises that's just saying Here are some exercises go nuts but Anytime you can promise that result in The end you're going to do much better The other thing I would really think About here is the format right how many People are going to want to learn Exercises from an ebook or a PDF I Wouldn't right I would definitely rather Go on to YouTube get some video Instruction So what I would do if this were mine is I would probably restructure this to Make it either that you know build your Gym at home for 100 bucks or whatever That dollar amount is in a certain Period of time or if they were going to Be exercises you could do at home I Would structure it in a way where it
Becomes a timed challenge 5-day Challenge 10day challenge 30-day Challenge where every day I'm emailing Them a new either workout plan for that Day or a new video showing them a new Workout that they can add to the stack To get to those results in the end so Anything physical like this where it's Showing a workout or showing something That you have to like get moves right to Do does not make a whole lot of sense to Do in a written form I would always Rather see a video and then having that Timed challenge really helps it come to Life and shows you okay if you stick With me here for these 30 days on the Other side this is the result you're Going to get so so much more interesting That way so much more likely for someone To hand over their email address for Something like that okay but now it is Time for our second lead magnet this one Is from Horton and the lead magnet is a Case study so case studies can be great They can show you've done for other Clients which is a good way for someone To feel like you know you can help them The problem I have with it when you just Say check out our case study or download Our case study is there's no inherent Benefit for for the person who's Downloading it so if you read this it Says download to learn more about how we Helped create their vision from start to
Finish do you see how business centered That is about Horton as a business not About uh the company that they helped And certainly not about you the person Who's going to download this to learn Something from it and the good news is Here Horton probably doesn't need to do Much at all in terms of reworking the Actual content of the lead magnet I Would say a simple renaming retitling of This will work wonders you know I might Retitle this something like the behind The scenes secret way one company used Its branding to double sales in 30 days And how you can replicate their results Right that is still a case study but It's making it all about the results That not only this company got but that You can replicate for yourself so case Studies can be good but you got to give It the right title all right our next Lead magnet up here is from B2B Marketing and this lead magnet is called Evolution to Revolution how covid-19 and Behavioral Trends will shape the role of The CMO causing a seismic shift towards Marketing Le organizations by 2030 now I'm betting you can guess what I'm going to say here right this is so Worth to the point of being I Mean I'm kind of at a loss here in terms Of what even what this even means what This even means to the CMO who's reading This but when I look down here and I
Read the description you know we've got These bullet points which I love bullet Points when it comes to selling a lead Magnet kind of telling people what They'll be able to achieve or the Results they'll get or what they'll Learn that kind of thing I found one Bullet point right down here buried at It's the third one that I think actually Could make for a great lead magnet it's Talking about the qualifications and Skills you need to become tomorrow's Chief marketing officer so if this title Were to simplify and refocus on how to Future prooof your career as a chief Marketing officer something like five Indispensable skills you need to master To become the CMO of tomorrow and make Sure you're never out of a job that that Speaks to something very real that People are worried about certainly more Than this mouthful of a title and you Could tell me Wes but this lead magnet Is for people who are specialized that's Going to mean something to them I reject That out of hand I do not think that Language would appeal to almost anybody Even if they're a chief marketing Officer or not speaking in plain Language that actually helps solve a Real fear or a real pain point is always Going to do much better than writing to Impress which is what this title seems To be doing okay but now on to our next
Lead magnet so this one is from Simply Together and this one is called rebuild Your relationship free 4-day challenge Then it goes on to say get a free sneak Peak into our course and learn what it Takes to feel closer and more connected To your man okay so first of all what do I like about this I think the main Premise of this rebuild your Relationship free 4day challenge is Pretty strong um where I think it goes a Little sideways is in the description so What I'm picturing from this is I'm Picturing 4 days worth of material where I'm going to build on each thing in Order to save my relationship but what This says is it basically says no you're Not going to get that you're just going To get a free sneak peek into our course And learn what it takes to feel closer Learning what it takes is not the same As doing something or accomplishing Something in other words the title says I will rebuild my relationship this says I will learn what it takes to rebuild my Relationship those are two very Different things and the fact that I am Now asking questions about okay what is This actually going to be makes me very Unlikely to part with my name and email Address right here so what would I do Differently I already like the concept Of this now it's just a matter of Delivering on the promise of rebuilding
The relationship so what I would rather See in this description then is Builds On this where it's basically saying You'll get four daily assignments that When done all together you will be well On your way to rebuilding your Relationship and then it's just a matter Of then following through in that Promise and sending out those four daily Uh emails as part of the challenge okay Now it's time for our next lead magnet And this is a free ebook your guide to Finding a better financial advisor okay So my big problem with this kind of lead Magnet and I see this one a lot actually A good lead magnet is not a hiring guide Okay the best kind of lead magnet solves The problem that someone would need you For to begin with so in other words no One's problem is finding a better Financial advisor what's the problem They're facing where they need a Financial advisor to begin with solve That problem instead so what you really Want do here is come up with some kind Of a lead magnet that's going to help Them with their financial problem that You actually charge to fix so this can Be a little micro thing that you can Kind of give them a quick win for it Could be some kind of a checklist it Could be a 3-day video series it could Be a starter kit with a few different Elements that's going to promise to get
Their you know monthly budget in order Or just some little thing where you've Gotten them a little bit of a win that They can see tangibly and now they're Like okay cool what else you got and That's the beauty of what a lead magnet Does it's supposed to make people it's Supposed to give them a taste of what You can do for them and now they want More and you're the person who's going To give it to them all right moving Right along to our next lead magnet this Is from the knot it's a wedding planning Website and this says a free wedding Checklist made for you let us pick up The checklist okay clever word play There add personalized to-dos and Organize your day all for free so on on The face of it this actually seems Pretty solid where I have questions Though it says a free wedding checklist Made for you if all I'm doing is putting In my email address and this one's Asking for a password so I guess it's Asking me to kind of sign up for the Knot it's a free service but I guess That's their tactic here I'm struggling Wondering how this is a wedding Checklist made for me cuz they're not Asking for anything so what I would Probably recommend here to make this Stronger is to combine the checklist With a quiz where basically you're Asking like maybe five questions in a
Row and the result of those answers is Going to make a personalized checklist Just for me now something like that's Incredibly valuable I'll show you what I Mean there's one I found from Neil Patel And this is along the lines I'm talking About it says it's a totally different Topic but it's what I'm saying want more SEO traffic answer nine quick questions And I'll give you a stepbystep 7 we Action plan showing you exactly what you Need to do based on your answers to get More traffic now imagine how less Enticing this 7-week action plan would Be if we didn't answer those questions And if this weren't made just for our Specific situations so quizzes can be an Excellent lead magnet especially when You pair it with personalized action Steps that follow you know based on the Results of the quiz In this video you're going to learn the Exact three-part strategy to putting Together a customer attracting deal Closing Instagram Sales Machine this Overall system has everything worked out Inside of it it's going to help you be Discovered by more and more prospective Customers every day it'll help you get Through to them with repeated exposure Which builds trust and credibility and Best of all there's a built-in mechanism To actually turn all that attention into Dollars on the back end and to help me
Unlock the secret to getting all those Leads clients and sales using Instagram I've enlisted some help help in the form Of queen of Instagram sales strategy Herself Jasmine star so Jasmine why is Instagram the platform that you chose to Build your sales machine on there's a Kind of like a secret sauce that Instagram has and that is they capture People's attention best and so if you Are going to just choose a particular Platform you're going to want to choose The platform that has the most Stickability that keeps people there the Longest and Instagram has been serving Like hit after hit of keeping people's Attention every type of content creation Which would be short form video stories That disappear in 24 hours things that Live exist on the feed a live broadcast Component messaging that is getting more And more personalized now I know Tik Tok Offers a different set of values but Collectively as a whole I still would Bet on Instagram so this Instagram Sales Machine all starts with uh your Irresistible offer but what makes an Offer truly irresistible anyway Sports Illustrated articulated this idea better Than any other company I've ever seen And they're probably one of the first For founding forefathers of an Irresistible offer now during the like 80s they were really trying to push
Their subscriptions and they were having A hard time so this Magazine Subscription was their offer but what They needed was an irresistible offer in Addition to what they offered to not Make somebody make a decision in general But to make a decision there and now so Sports Illustrated tested an idea of an Irresistible offer and what they came up With was a football telephone oh the McDow family absolutely had that Football phone I know it all too well Okay so you I mean this is like it's It's it's it's famous and Infamous all At the same time so what happens was Sports Illustrated saw a massive spike In magazine subscriptions not because of Just their offer but in order for in in Order for somebody to get the phone they Had to do it within a set time period While supplies last all of those things Contributed to what made that offer Irresistible that empowered somebody to Make a decision not just to buy but to Buy right then what you want to do as a Business owner is try to the best of Your ability to come up with an Irresistible offer that would get Somebody from not just making a decision But making a decision right then so if We were to use an example of let's just Say a family photographer a family Photographer's offer is photography Services and or photographs from the
Session great but what's going to make a Family book a family photographer right Then and there could you for a limited Time let's say during the holidays a Family photographer says if you book Before this date and book this Collection well then I'm going to Include a 100 designed Christmas cards And pre- addressed envelopes but they're Limited you must book by this date and It's well supplies last all of a sudden Somebody's being forced to make a Decision of not yes but yes right now And by the way your irresistible offer Doesn't have to and honestly shouldn't Run all the time if it did it really Wouldn't have the urgency that it needs So think of a few different promotions Bonuses or discounts that you could Throw into the mix like three to six Times a year I'm a big advocate of Setting promotions a promotion could be Anything from I'm launching a podcast to A limited time sale to a holiday driven Thing or an incentive for like a friends And family anything that's going to give You a reason talk about your same Business in a new and different way so When we talk about making an offer and Adding an irresistible offer we do that Within a specific promotional period This is when we're going to see a spike With strategy for sale and since it's so Easy to get tripped up here on choosing
A less than irresistible offer I asked Jasmine so what's a bad idea that uh People generally have that isn't Actually an irresistible offer a bad Would be more of this same thing you're Offering so if I'm a family photographer Normally a session comes with 50 photos But if you book before this date you get 75 it's kind of like I'm still deciding On the same thing but just more and Sometimes people don't value uh Sometimes people don't look at Value as In more they they value something that Is in addition or different and Instagram moves pretty fast which is why It's super important to be incredibly Clear on what your offer is and how it Can help alleviate a pain point or help Them achieve a result that they want Once you've got your first irresistible Offer clearly defined it's time to move On to part two your Instagram sales Funnel for this stage you're going to be Creating regular content in a really Smart strategic way not just posting Some random stuff and seeing if it Sticks and you can think of this content In two overall buckets in the first you Have your regular everyday value based Content so when we come about creating Value 90% of the content you should be Sharing is all about what does my dream Customer need to know need to see or Need to hear at this point in time and
That comes far before the promotional Period so think of this value based Content as anything that teaches informs Or even inspires your most ideal Customers the trick is you want to keep It pretty relevant to your offer so for That family photographer example you Might post about ways to get your babies To look at the camera or five tips for Family photos or poses that they can try You're trying to to reach and help those Moms or dads out there who are Interested in capturing family memories And the second bucket of content is Going to fill the other 10% of your Posts that you'll mostly run during your Promo periods and that content has a Very specific purpose first you want to Just clearly lay out what the offer is In some of those posts but also what we Want to make sure we're showing people Is things that will answer their unasked Questions oh they're answering something I didn't actually ask and now I am wiser Smarter more prepared to make a decision So what we want to do during this very Specific time frame is answer questions Share testimonials um clearly and Cleanly address objections what you're Trying to do is have a conversation that Feels like it's two-way but the two-way Is coming I know you so well I'm going To create this piece of content so that We feel connected and therefore you
Trust me more and you're more likely to Make a transaction and on sale so during A promotional period when I clearly and Cleanly asking for a transaction my Content will be less value driven and More sales-driven but we can't always Have sales-driven content because if There's no value people stop paying Attention if people stop paying Attention they're never going to see Your sales offer great so how do you get More of your ideal customers to even Start seeing your content to begin with Is it all about hashtags well not Exactly my answer has always been Pouring gas on the floor is not going to Do anything unless you're pouring Gasoline on a fire it doesn't matter What hashtags you're using if the Content in it and of itself isn't fire So statistically speaking you put out a Post and anywhere from 2 to 2 and a Half% of your organic audience will see That so because I'm not a mathematician Let's just keep it as simple as possible Let's say you have a th000 Instagram Followers generally speaking around 20 To 25 people are going to see that post Now depending on who engages if it shows Your post to say 25 people and 10 people Like it and two people leave a comment Statistically that's great measurement For the algorithm to say well we just Showed this to 25 of Wes's followers
That means if we show it to another 10 And people continue to engage in the Same way their engagement is indicating To the algorithm that more people should Be seeing it this is the exact Definition of virality Instagram will Take a post and see how many people are Engaging very high engagement early on Is a good indication that it should show To more people and if they show it to More people and the exact same amount of People or more engag with it it means More people should see it more people Should see it more people should see it So how do you get more people to see Your content number one you're creating Content that your dream customer wants To see it is less about your business And more about what your business does For your followers when they feel Educated empowered and or entertained There is a higher likelihood that they Will engage and once you get that Engagement then it's Off to the Races Thereafter and now a good time for an Extra not so little tip that'll help you Get way more reach whether or not you Have even one follower right now and That's going all in on Instagram reels Sure you still need to check all those Boxes that Jasmine mentioned to make Sure the people who see your real watch It and engage with it in some way so That the algorithm shows it to more and
More people but the reason that I think You should hit this type of post extra Hard is because Instagram is also Hitting it hard they want to beat Tik Tok and all the other short form video Platforms so badly in the race that They're pushing those reels like crazy Which is going to get you more exposure And more chances to go viral a heck of a Lot faster not to mention when you use Video and use it often you'll actually Build recognition trust and likability a Lot faster than you ever could by just Sharing still photos or stuff like this And if you're really trying to build a Robust Instagram Sales Machine like the Title of this video Promises you should Be posting these short videos as often As you can daily if possible but shoot For at least 3 days a week and if that Scares you or sounds completely undoable With your schedule I'm telling you it's Easier and quicker than you think first Of all these guys can be incredibly Short like 10 to 30 seconds secondly They don't require a bunch of editing Record right in the app then just slap a Title on it and you're good to go third I'm a big believer in batching content So write enough scripts to get you Through the next month then record all Of them at once like in an hour or two But all that said don't cut corners on The quality of the content when you're
Planning this out remember it doesn't Matter if the content in and of itself Isn't fire and I found this really Interesting going through uh Jasmine's Instagram reels she does include some Reels that are pretty much text only and Believe it or not these are some of her Highest reaching ones so maybe pad your Numbers out by creating a quote or Single tip in text with some trending Music and maybe you can do one of these For you know every five on camera reels That you make now it's time to actually Turn all that hard work into cash with Part three your strategic cloth flow now You'll want to layer in more emotional Posts that are meant to drive sales or Appointments or consultations all year Long remember they should be about 10% Of your overall posts but you'll Especially want to use them during those Promo periods that we talked about you Want to make sure that in order for me Somebody to make a decision within a Specific time frame that there are Incentives and reminders you want to Make sure that the content you're Putting out during this promotional Period is reminding people that the Offer or the shape of the offer will Disappear or perhaps you have have Things that are attached to it like Let's say a bonus let's say doors are Closing let's say limited seats or
Limited time value a limited discount it Is something must disappear or be taken Away which causes somebody to say well I Don't want to lose out on oftentimes People as business owners what we want To do is talk about all the good and People are like great I agree with the Good but when you contextualize it for What do you miss out what do you lose Out on there's this thing of hey what is The opportunity cost for not investing In the football phone not investing in This photography not booking this Business coach not going to this Chiropractor there is something that Somebody loses by saying no we must Remind them during this time and then Give them a specific date as to when They should make their decision and I Know that social proof is really Important in the closing phase so how Can we use that inserting testimonials That facilitate the promise it's not Enough to say wow this program worked For me the the the best testimonials are This is a specific way that this offer Program or product help me get the Results that I wanted so we're speaking Directly to our followers unstated Desires and saying wow this person knows Exactly what it is I want they helped Somebody else achieve a very similar Goal I believe I can do that if I invest And then we remind yes you want to
Invest to not miss out on irresistible Bonus closed doors bonuses disappearing Buy one get one free things of that Nature so other than posting about your Promotions there's another important Part to this close flow that we're Talking about and that's actually Closing right and as the kids say it all Goes down in the DMS that's what they Say right yes that's what they say and For a lot of more spammy businesses this Means a lot of cold prospecting and cold Dming strangers just hitting them up for A sale but that's not what this strategy Is all about it doesn't need it because That's what all your posts and reals Have been doing all along attracting People to you so that all you need to do Is respond to their DMS when they want To know more about your offer often Times if people have questions or They're doubting that's where the DMS Come in and DMS are so powerful in Closing sales because the direct message Speaks directly to them so they feel Known seen and heard and they often will Respond by saying if Wes is showing up For me in a DM to respond and make sure I'm seeing how much more would he show Up once I have transacted on behalf of His business the DMS are a powerful way To close sales and if you want to make Your DM responses even more powerful One of my favorite pro tips here is to
Answer as many questions as you can with The voice memo feature so imagine Following someone on Instagram and You've seen a bunch of their reels and Posts and then you get a personalized Voice response from them it just makes Them feel special and like Jasmine says Seen and heard that little extra touch That honestly is faster to do than Typing out a response anyway is going to Generate a massive amount of Goodwill And boost sales big Time I read 17 marketing books this year Alone okay who am I kidding I listened To most of them and while I learned a Lot these three secrets were by far the Most impactful and helpful for anyone Who's trying to Market their small Business and increase their profits and The cool thing is these aren't just Three random unrelated lessons if you Stick around for all of them you can Actually stack them one on top of the Next for what I would consider to be the Overall perfect marketing super strategy So you'll increase awareness traffic Desire and most importantly sales and You don't need to read 17 different Books cuz I'm going to cover all the Good parts and connect the dots for you In this video okay so let's start strong With the first secret there are five Easy pieces to Market any business now This one comes from the book marketing
Made simp simple by Donald Miller and JJ Peterson because sales don't happen as a Result of any one thing not an ad not an Email not even your website it's a smart Strategic combination of different Marketing pieces put together in the Right sequence that does it as the book States most believe marketing is an art Not a science we disagree while there is Art involved it is very much a science a Science you can learn and the book goes On to to prove that point by laying out The exact five pieces of marketing Collateral that you need to create along With the why and more importantly the How to do it part so the reason this Works so well is because these five Pieces can all be mapped onto the three Stages of sales psychology curiosity Enlightenment and finally commitment and Here's the exact list of what the author Say you'll need to create it all starts With the oneliner or as they put it the One magical sentence that will grow your Business it's basically your elevator Pitch you know a really short and Succinct statement that you can use to Clearly explain what you offer and the Way they explain how to create this Oneliner just follows a really simple Formula you bring up the problem your Customers are facing then your solution Then the end result it creates for them Oh and you have to do all of it in one
Or two sentences and because I know how Much examples can help here's one that They used in the book for a dentist Office most parents get stressed when They think about taking their child to The dentist that's the problem at kids Teeth are fun and welcoming office puts Kids at ease that's the solution so they Aren't afraid and their parents actually Enjoy the dentist visit the result this Is not only a really valuable exercise And just being able to explain what you Do in a simple quick way that everyone Can understand and see the value in but You can use this in pretty much all your Marketing including your social media Profiles business cards your emails and Your website which just so happens to be The next item you need to create but not Every website works and as they say in The book your website isn't a place to Celebrate yourself your website is a Place where you sell your customer a Product that solves their problem and Makes their lives better next you need a Lead Magnet or as they call it in this Book a lead generator this is Essentially just a helpful usually down Loadable piece of content that you give Away for free in exchange for an email Address this can be as simple as a PDF Checklist or as complex as a video Training series but whatever format it Takes your lead generator should promise
To deliver a result and then make good On that promise so no this should not be A sign up for our newsletter or the six Things you need to know before creating An Etsy Shop nobody wants a newsletter Or to know more things they want a Result they want a good outcome so lead With that once they opt in with their Email address you'll set it to Auto Deliver to them using whatever email Program you like to use like whether It's MailChimp or convert kit and Hopefully they act on it and you've Actually helped them get a quick win cuz That's going to Kickstart the trust Building process and make your business More memorable plus you now have their Email which is what makes marketing Pieces four and five possible those are Nurture and sales email email campaigns This part is super important because the Follow-up emails that you send out after Someone's opted in for your lead Magnet Or where the money is people come to Your website once that's great but the Trouble is if they're in the 96% of People who don't buy because they aren't Ready yet or they just don't trust you As a business yet who's to say they're Ever going to come back but when you Send weekly emails that show them a new Tip or advice or way to get the result Thereafter you're lishing two goals for One you're building a crazy amount of
Trust and second you're staying in front Of them as a business over and over Again and that repetition is key to Ultimately getting the sale and speaking Of sales that's the final marketing Piece from this book sales emails so It's all well and good to keep helping Your prospects but there comes a time to Put up or shut up right and by that I Mean you eventually need to ask for the Sale or at least give them the option For you to really help them with your Paid service or product and when you Have all five of these pieces of Marketing working together you have a Really dialed in sales funnel that Converts at a much higher rate because You're speaking to people at every stage Of the buyer's Journey you're making Them curious with your oneliner then Your website lead magnet and nurture Emails are enlightening them about what You can do for them and finally your Sales emails will get them to commit and This does all ultimately come down to Having the right website that can Support the whole funnel and again click The link down in my description to sign Up for my free Master Class where I'll Show you everything you need for that Okay time for marketing secret number Two the value equation now this Principle comes from one of my favorite Books I read all year it's called $100
Million offers by Alex heroi and what I Love most about this book is that it's Not about changing what you offer at all It's just about changing how you talk About it that can help you sell way more Of your offers for significantly more Money and to do that you need to make People see the true value of what you Can offer them but most businesses and Marketers tend to focus on the what this Will do for you part but that's just one Piece of the puzzle this equation Actually outlines four components that Go into how valuable an offer is Perceived to be so in section three of The book Alex says that if you provide Enough value your offer should always be A steal for the prospect so on the top Line we have the dream outcome and the Perceived likelihood of achievement in Other words how good is the outcome You're promising and How likely is it That your business will actually get Them that outcome then on the bottom Line is the time delay or how long they Have to wait to get it and effort and Sacrifice in other words how much work Are they going to have to personally put Into it the way this works is you want To use the words on your website and any Of your other Market in materials to Make the top two components seem as high As possible the dream outcome should be Big and the likelihood of achievement
Should be really high and this is where Most amateurs Focus all their effort by Inflating these top parts to ridiculous Levels that can kind of come across as Skey used car salesman tactics what they Don't realize but Alex does is that most Really successful companies actually Focus just as much if not more on Decreasing the bottom line elements how Can you communicate that it won't take Much time to get good results or that Your customers don't have to put in a Lot of work to get what they want and of Course every business is different and You may need to focus more on the Topline stuff if you can't claim that It's quick or easy or you might need to Focus more on the bottom line if you Can't promise you'll fundamentally Change someone's life for the better but In really simple terms the higher you Can get the top line and the closer to Zero you can get the bottom line the Better and again use the words on your Website to convey all of this it can Literally be a simple as four sections Just stacked on top of each other Talking about each element there are a Ton of ways you could do it just make Sure you address all four and you're Golden okay now for the third valuable Marketing secret video is Non-negotiable this comes from the Absolutely gamechanging book they ask
You answer by Marcus Sheridan here's the Truth the the way we make buying Decisions has changed dramatically over The last decade in fact 70% of those Decisions happened before your customers Have ever even had a sales conversation With you or anyone in your business so What changed well smart businesses Started creating helpful content that They put online that helped their Customers arrive at a decision all by Themselves and really smart businesses Know that video is by far the best way To put that information out there into The world the only question is are your Potential customers going to find Helpful video content from your Competition or from you if you can Produce helpful videos that educate your Potential customers on how to get Results for themselves or that helps Them figure out their options answers Their questions proactively and helps Them make the best decisions for them You're just going to build up massive Amounts of good willll and Trust which Is a great thing because like it or not With so much information readily Available on online only the most Trusted businesses can even hope to Survive and while the author Marcus Sheridan does concentrate most on what He calls the selling seven or the seven Different uh types of videos you can
Create that will help you make more Bottom of funnel sales video can do Quite a bit for your top of funnel Marketing too so if you make the right Educational or howto videos and title Them right that's how a lot of your Future customers can actually find you In the first place you can put these Videos right here on YouTube then embed Them on your website to get found in Both Google and YouTube searches and Since the videos he goes into are mostly About sales I will go over a few of Those types because they can actually be Pretty useful for your marketing too and The first one he talks about is called The 80% video so this is pretty much Just a series of videos that each Answers a question that roughly 80% of Your customers regularly ask you these Can be super short and sweet and you can Put them on your service pages on your Faq's page or in your social media he Then recommends taking your top seven Questions and putting them into one Longer super cut which becomes your Finished 80% video so why seven right Sheridan says that we've simply found With our own clients that seven tends to Be the most effective number so another Video he recommends making is the Product and service fit video so these Are going to go on your homepage if you Just sell one product or service or on
Your various product and service Pages If you have more than one and each video In this category will just say who your Service is for and more importantly who It's not for and I love this quote Because it sounds counterintuitive to Come right out and say who you're not For right well Marcus has a different Opinion on that he says the minute we're Willing to say what we're not not is the Precise moment we become dramatically More attractive to those for whom we are A good fit next he recommends creating Cost and pricing videos so earlier in This book Marcus has a whole section About why you need to address pricing on Your website and the reasons are pretty Compelling ultimately it's all about Being really transparent to build trust And this video can accomplish that plus It can be a great way for people to find You when they search for pricing Information online which pretty much Everybody does and even if you can't Just say you know we charge this exact Price for this exact service your Pricing video or videos should at least Address the factors that you base your Pricing on also you want to talk about Your industry's pricing in general so Where do you fit into the Spectrum and Why are you higher priced or lower and If you can properly work on what we Talked about in the last big lesson the
Equation this will really help you sell Your specific value there and he Recommends creating one cost video for Every major product or service you sell Next we have customer Journey videos Which are essentially a case study where You show from start to finish what you Did for a previous customer starting From their initial problem all the way Through the solution you provided and The end result the biggest reason why Digital marketing feels hard is because Of all the bad advice floating around Out there so to make sure you don't fall For any of that check out this video Next where I react to some of the worst Marketing advice I've ever seen on Tik Tok I'll tell you why it's bad and what To do instead so click right here and Let's avoid some really common marketing Mistakes
