January 9, 2025 • 34 mins
After having this topic come up four times with different clients, in the last 48 hours, I realized it's a necessary topic to get into on the show.
In this episode I teach you the differences between marketing, public relations (PR), and advertising.
I explain how these components serve distinct purposes within a business strategy and I go into when and how to implement each one to maximize effectiveness and avoid common pitfalls.
BONUS: I'll break down what role event sponsorship plays in all this
This episode serves as an educational resource to help you gain clarity on these crucial business functions and make informed decisions.
Join the Seizing Happy Hybrid Community here -> https://bit.ly/SeizingHappyTribe
Sneak peek of EXTRAORDINARY here -> https://bit.ly/extraordinaryfeed
Want details on SBS? Email info@seizinghappy.com to apply
00:00 Introduction and Personal Background
00:21 Purpose of the Episode
02:46 Defining Marketing
06:59 Understanding Public Relations
16:28 Exploring Advertising
18:16 Sponsorship Insights
25:18 Budgeting for Marketing, PR, and Advertising
33:22 Final Thoughts and Recommendations
In this episode I teach you the differences between marketing, public relations (PR), and advertising.
I explain how these components serve distinct purposes within a business strategy and I go into when and how to implement each one to maximize effectiveness and avoid common pitfalls.
BONUS: I'll break down what role event sponsorship plays in all this
This episode serves as an educational resource to help you gain clarity on these crucial business functions and make informed decisions.
Join the Seizing Happy Hybrid Community here -> https://bit.ly/SeizingHappyTribe
Sneak peek of EXTRAORDINARY here -> https://bit.ly/extraordinaryfeed
Want details on SBS? Email info@seizinghappy.com to apply
00:00 Introduction and Personal Background
00:21 Purpose of the Episode
02:46 Defining Marketing
06:59 Understanding Public Relations
16:28 Exploring Advertising
18:16 Sponsorship Insights
25:18 Budgeting for Marketing, PR, and Advertising
33:22 Final Thoughts and Recommendations
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
This episode is especially exciting for me because I feel
like it's right in my wheelhouse of one part of
my professional career that I don't really talk about that often,
and that is my literal lifetime in media. And I
don't say lifetime loosely. I started working in television when
I was about five years old, then from there went
to radio and stuff like that. But I won't get
(00:23):
into the whole story of it, but the conversation around
sponsoring events and marketing and what percentage of my budget
should go to things like marketing and advertising and when
to use marketing and when to use PR. And this
home topic has come up in my coaching calls four
(00:45):
times in the past forty eight hours, and so I
figured that means that it is a hot topic in
our entire community, in our entire seazing happy community of
legacy makers, And so I figured it merits an episode
(01:05):
to gain more clarity on marketing, PR, advertising, kind of
really explaining what each of those things are, how they differ,
why they're necessary and when they are not, and more importantly,
when and how to implement these in your business. And
so this episode is not advice, It's just a conversation
(01:28):
for educational purposes, so that you can gain clarity on
what to do when, and more importantly, so that you
can utilize these words which are often used interchangeably, but
they are not interchangeable, so that you know what they
mean and you can use them correctly, so that if
anybody out there is coming to you selling you PR services,
you don't think what you're going to get is marketing
(01:50):
or advertising, or if somebody is selling you marketing services,
so that you don't think that you're going to have
the results that a PR campaign would have.
Speaker 2 (01:58):
So let's get started. This is Chats with gg a
podcast for women who are ready to step into their power,
get unstuck, and create more freedom in all.
Speaker 1 (02:11):
Areas of life. I'm your host GGDS certified life and
business coach, media personality and multi passionate entrepreneur. I've helped
hundreds of women find the necessary clarity, confidence, and courage
to build their dream life and achieve success with less stress.
(02:32):
If you're seeking weekly motivation, practical and spiritual advice, and
tangible resources to scale in life and in business, then
you're in the right place. Are you ready?
Speaker 2 (02:44):
Here we go.
Speaker 1 (02:46):
So the most important thing is to talk about what's
the difference between marketing, PR advertising, Because these words, like
I said, they're used interchangeably, but they're not interchangeable. They
mean something different. They're used in different ways, they create
different results in your business, and they should not be
used too soon or too late in your business. So
(03:07):
let's talk about that first. When it comes to marketing,
which is the most popular word, everyone's like, Oh, you
need to have a marketing expert. You need to hire
for marketing marketing marketing. Marketing is directly connected to the
concept of like it's like the larger umbrella that includes
(03:30):
PR and advertising because all of it encompasses the goal
of marketing, putting your product out there in the market.
That's why it's called marketing. It's a verb. You're marketing
your product right now. There's just different ways to market
(03:51):
that product. When you're looking at marketing, it focuses on
reaching reaching customers directly right or reaching potential audiences of
customers directly, with the specific intention, the specific goal of
increasing sales. That's it marketing as it is used. It
(04:15):
is with the specific goal of increasing sales. So you
could create a process, you could create a plan, you
could create a campaign, whatever, it is. It is with
the purpose of increasing sales. So we're talking about things
like focus on your products specifically, a focus on the
(04:35):
services that you offer with always ACTA to buy right,
and your audience is always going to be your customers.
It's always going to be the people you aspire to
have become customers. And you need to pay for marketing efforts.
You're never going to get a marketing campaign positioned anywhere
(04:57):
for free because and it's only fair. If your goal
is to sell, and you want to get on my
platform to directly sell your service, then you got to
pay me, right. And there are some platforms that will
allow something like a revenue share, but nine times nine
and a half times out of ten, you need to
(05:19):
pay for the space. So what that means is if
you want, for example, to get on the chats with
gigipodcast and you want to talk about your program that
you have that is launching on January fifteenth, and it
cost ten thousand dollars and you want twenty people in it,
and you're going to do xyz and have the other
(05:40):
transformation available, if that's the conversation you want to have
directly to sell and you want to say buy my program,
pay for my program. At the end of the thing,
you're marketing to my audience, So I'm giving you access.
I am being the bridge for you to get in
front of my audience that I have spent years building
and earned their trust to come sell your product. So
(06:02):
absolutely that has a cost, right, If you're going to
profit off of my platform, you got to pay. It's
the same thing with radio stations or television stations. They
have spent years getting the audiences that watch them. It's
why ratings are so important, right, how they put the
price on the airtime. Right, So if you're going on
(06:24):
there to sell your cars, to sell your candles, to
sell your product, of course you have to pay them,
right because you're utilizing their platform to make money, okay, directly.
So that is what marketing is specifically. So when somebody
comes to sell you a marketing campaign, yes you can
expect a direct and financial ROI from that, right because
(06:46):
it's going to be catered specifically to one of your products,
and it's going to sell the bjesus out of that
product and it's going to make everybody money. Okay. So
that's the definition more or less of marketing now let's
move in to public relations, which is completely different. Okay,
the goal of public relations is not to sell a product.
(07:08):
The goal of public relations is exactly what it's aid
to create a favorable relationship with the public. Okay. Now,
the curious part of PR is that it's not even
directly aimed at your potential clients like marketing is. With marketing,
your audience is going to be primarily the customers that
(07:30):
you have, So you want to sell them something else
or something new, or sell to them again or potential customers. Right,
So your ideal clients, you want to get in front
of them and try to sell them something for the
first time or again. With PR, it's more of an
open platform. It's more of an open reach. It's more
of an indirect reach. It doesn't matter. You're not going
(07:52):
to only do PR for your clients. You're going to
do it openly. So for example, you're going to get
you're going to get on mass media, right, so you're
going to get on a radio show, You're going to
get on a television show that's national. Right. What it
does it's going to bring awareness to your brand, right,
It's going to put your brand out there in the
(08:15):
spotlight so that people a know that it exists and
so that people be can create a hopefully favorable opinion
about your brand. It's going to draw the attention of
the public to your brand through conversations that matter to
the general public. Okay, when you're using pr it's not
(08:40):
just going to be your customers, because it's about the
umbrella reach of the company being front of mind for everybody. Right.
And while this is a component of marketing, it falls
under the marketing umbrella because you're still putting your brand
in the market. The goal is not necessary to sell
(09:02):
and because that's not the goal, the goal is to
position the brand to acquire a favorable public opinion, to
have a positive public image. And you can do that
by being featured on mass media through earned media, meaning
you're not going to pay for it. But the only
(09:23):
way that you're going to get picked up by mass
media without having to pay is there's two key elements.
Make sure you write this down. If you're taking notes,
you have to have a fully developed branded message. And
number two, you need to be bringing in a conversation
that is relevant to the audience of that platform, whether
(09:44):
it's a radio show or it's a television show or
whatever it is. I teach you exactly how to do this,
how to pitch yourself in this way to be picked
up by mass media. Inside one of the bonuses that
we offer for the Simple Business System, which is our
signature program, one of the bonuses that I have for
my members that are in that program is I teach
(10:06):
you how to successfully pitch yourself to media. Because again,
I spent literally my entire life in media. I've been
pitched to everything under the sun. I know what works
and I know what doesn't work in a pitch to
be able to pick to be picked up. So public relations, again,
it's not what you're going to do if you're looking
for like a boost in your sales, okay, because the
(10:29):
goal of public relations is to get your brand to
be spotlighted, to be known, to bring awareness to it,
to have a favorable image, to build relationships with the community.
Whether this is national or local. You can do a
public relations campaign on a local level as well, always
with the intention of having that audience, that mass audience,
(10:51):
know your brand and have a favorable image of your brand. Now,
the other side of public relations is something happens where
somebody shoots against your brand, somebody starts talking badly about
your brand, somebody you know wants to sue you, and
they get on media to talk shit about your company.
That's also when a PR professional would need to come
in to know how to divert the attention away from
(11:15):
damaging or disparaging conversations against your brand. Right, they would
know exactly how to come in. It's almost like the
attorney of public image, except with no legal with no
legal powers. So the other side of PR is that right,
like to protect your brand from from a bad from
(11:36):
somebody who wants to bad mouth your brand. So to
give you an example of some really phenomenal PR campaigns
that again they don't necessarily focus on selling, but they
do bring brand awareness and they do bring a favorable
image of the brand to the foreground, is like share
a coke, right, So, Coca Cola when they launched that
(11:58):
campaign that had the names on the bottles, I don't
know if you remember that, and it was like, oh,
share your coke with somebody, and it creates a connection
if you can see your name on one of the bottles,
like it's a fun thing. The other one that I
remember personally because We did this when I was working
in radio. Is the ice bucket challenge? Dude? That shit
went super viral, right, And the goal of it was
(12:21):
by the to bring awareness. I keep forgetting the word awareness.
Why do I keep forgetting that word? To bring awareness
for ALS? Right? So the point of that initially was
you either dump a bucket of ice water on yourself
and or you donate, right, And so everybody was dumping
the buckets of water, and the social media campaigns it
(12:43):
went super viral, people doing the ice water the ice
water and nominating somebody else to do the same. But
the point of that, which did get a little lost
in this PR campaign was you're also supposed to to
make a donation. It was, but it got lost, right.
So this is an example of like when your messaging
isn't completely clear. The point was the ice bucket challenge,
(13:03):
you also are supposed to make a donation, and then
you dominate the other person to do the ice bucket
challenge and make a donation in favor of ALS, right.
It wasn't just like, oh, let's dump water on ourselves.
Somewhere in that campaign. The ALS awareness part of the
campaign did get a little bit lost. Another one that
is really famous that actually just happened right now is
at the end of the year, Spotify does their Spotify rapped.
(13:27):
I don't know if you got the alert on your
Spotify I short did, especially on my Spotify creator where
they bring they give you like a wrap up. I
guess you could say, right, Spotify raps, like, let's wrap
this up and put it into like a one analytic
thing where they talk about all of your listening habits.
In my case as a Spotify as a creator where
(13:48):
I have my podcast on Spotify, it even gave me
your listening habits. What was the podcast episode that people
listen to the most, what was the like the topics
that were most relevant, stuff like that, And so they
what this does is when you get your Spotify wrapped, right,
it's going to lead you to want to share that
with other people on social media, right, and that's going
(14:09):
to help them to get that favorable image of like, oh,
we care about your listening, we care about how you listen.
We care about letting you know how your listener ship
was throughout the year, right, Like we care about our users.
This is a this is a primary concern for us. Right,
So it talks about the image that they want to portray, right,
(14:31):
And so those are a few PR examples that I'm
sure you're familiar with. Also, So to recap, marketing is
going to happen overpaid media. The goal the audience, The
focus is primary customers and or potential customers, and the
goal is to sell your products. So there is a
(14:53):
financial ROI in marketing public relations is to build favorable
relationships with the pub right. The name says it all.
And you do that by getting in the important conversations
that are happening usually in mass media and bringing value. Right.
So you're going to bring an element of the greatness
of your company, not just to sell, but like to
(15:15):
share to When you're jumping into these conversations, you want
to and I teach this inside that bonus I was
telling you about. You want to get on these like
trending conversations and talk about in your area of expertise
within your company services, how can you utilize that expertise
to serve the audience. Right. So that's the part that
makes it earned media. That's the part that makes a
(15:37):
television or radio producer want to put you on, right.
It's what value are you're bringing to the audience about
these big conversations that are happening publicly on big media, right,
and so the goal is just that. So is it possible.
Is it possible that you go on a PR campaign
and you get some sales? Absolutely, of course it's possible,
(16:00):
because if I find your brand and I absolutely love
what you're talking about, your missions and your visions and
your opinion on these conversations that you're jumping into, I'm
going to look you up and I may buy something
from you. But the angle of PR campaigns, the angle
of how PR works, is never going to lead with
a call to action that says buy this thing. Right.
(16:21):
The conversation just ends when the conversation is about the topic,
and that's it. You're never going to say buy my
shit right now. The third element is advertising, and so
advertising is also going to be paid media. It's going
to happen directly for in spaces where your clients are.
So it's going to be the radio shows, of television shows,
(16:42):
the podcast the magazines where your audience is. And like marketing,
you're going to do it with the intention of selling something.
And so the difference between advertising and marketing, I know
They sound similar because you're saying, well, Gigi, you're getting
in front of the direct specific audience that you want
to be buyer. They are both paid media, they are
(17:04):
both with the intention of selling something. So what is
the difference. I'll tell you what the domain difference is.
In advertising, you're paying for space in somebody else's platform.
In other words, you can buy an ad on Feelwell magazine,
you can buy a commercial on the Chats with GG podcast,
(17:24):
you can buy a commercial on any other radio station,
you can buy a commercial on television. Right. When it
comes to marketing, I can have a whole marketing campaign
for seizing Happy on my social media platforms. I can
have a whole marketing campaign for one of my programs
inside this podcast that I own, right, and so you
(17:45):
can have a campaign that is also run as marketing
to sell and increase the sales for your company within
your own platforms. In that case, it would be a
marketing campaign, right. Advertising is when you're d risk specifically
talking about putting an ad in somebody else's platform. Okay,
(18:06):
So I know that there's like a nuance there. All
of this falls under the umbrella of marketing, Okay, but
I do want to make sure that you know the
difference between the three things. And then one of the
reasons why I want it to also make this podcast
episode is because one of the four times or actually
two of the four times that this topic and the
lack of clarity in this space has come up in
(18:29):
the conversations that I've had in the last forty eight
hours is one of my clients was debating whether or
not to sponsor a certain event for a nonprofit, and
we got into the conversation about like sponsorship and putting
money into events and when to expect an ROI and
when not to expect an ROI, and so I want
to get clear on that as well. Sponsorship, for most
(18:52):
marketing experts and people who've been in this field for
a long time, falls under all three categories, and it
depends on the way that you're sponsoring whether it falls
under pr marketing or advertising. Okay, And so I'll give
you some examples of that when it comes to sponsoring
an event like Move Breath Grow, for example, when you
(19:17):
come to Move Breath Grow and you're a paid sponsor
whatever tier you're on, So if you are in the
Inspire tier, you pay for like a vendor table, you
can set up your goods there. So this is a
good sponsorship opportunity for those people who are selling a product. Right,
So you have candles, you have something else, right, whatever
(19:38):
it is that you're selling, I don't know. I always
go with candles as the example. But when you're there,
you have my permission as the event coordinator to sell
your stuff. Right. So, if you have a boutique, if
you make earrings, if you have like an item that
you sell, this is a great opportunity to directly going sell.
I've had sponsors for other events who are SPALL owners
(19:59):
and they have like sand semples of some of their treatments,
like the little red light ones and things like that,
and then you can go and buy a treatment and
you can go and get your treatment later. So in
that way, a sponsorship of an event is in the
way that I see it in that regard, in that
way that you're doing it, it falls under marketing because
(20:19):
you're going to directly be selling your product at the event.
Same thing goes for to continue using Move Breath Grow,
which is our flagship event or our big event each year.
If you're one of our ignite sponsors, you're on stage,
you get to speak, you get to highlight your service,
you get to talk about it, and then when you
(20:41):
go to your vendor table, you can sell your service
while you're there, obviously, and I just want to put
this as like a little asterisk. You need to be
able to sell to make money back from your marketing,
whether you're sponsoring an event or you're doing a marketing campaign.
Speaker 2 (20:54):
Right.
Speaker 1 (20:54):
So this goes into a different part of the conversation,
but I do want to mention that because you need
to be able to have two key things in order
for any marketing campaign to work. Number one, clear messaging.
If you do not have clear messaging that speaks directly
to the soul of your client, there is no amount
of money that you can put in a marketing campaign
(21:15):
that's going to get people to buy from you, right.
And number two, you need to be able to close
the deal. You need to have some experience with sales. Now,
for low ticket items, a good marketing campaign with good messaging,
we'll probably get the items sold relatively easily. But if
you're doing a marketing campaign where you're selling a ten
thousand dollars coaching program, for example, when you do that
(21:35):
marketing campaign, people are most likely going to end up
getting on some sort of sales call with you or
somebody on the team. You got to be able to
close them right. But the same thing is true if
you're doing a sponsorship at Move, Brief Grow and you
have a vendor table and people come to look at
your earrings, you got to be able to say, well,
my earrings are hypoallergenic and they're very light, so it's
not going to weigh down your ear They're super fashionable,
(21:56):
so they match with all kinds of whether you're dressing
them up or dressing them down like you got to
be to sell your shit or else people aren't going
to buy right. And so when it comes to sponsoring events,
if it's the type of sponsorship of events where you're
going to be able to sell directly to that audience,
then that sponsorship falls under marketing right because you'll be
able to take away clients from there, because you'll be
(22:18):
able to maybe even like gather email addresses from the
people that are in the audience. You'll be able to
pitch your products. You'll be able to say I am
a business and media coach, and I have a signature
program called the simple business system where I teach you
how to get your messaging on right so that you
can attract your dream clients, you can get more visibility,
(22:39):
and you can get more sales. If I can say
that on a stage, then I'm sponsoring that event. Then
that falls under the marketing category. But there is another
part of sponsorship that I personally don't think falls under marketing.
I think falls under pr and that is, for example,
when you are sponsoring, for example, like nonprofit organizations. Right,
(23:01):
a lot of times nonprofit organizations will ask for money
so that they can cover the overhead costs of pursuing
the mission that they are trying to pursue to create
the change in the world that they're trying to create,
whether that is save the homeless or save all the dogs,
or help women to launch and scale their businesses like
we do with the Seizing Happy Foundation. Now, when you
(23:23):
come into these spaces of nonprofits and you sponsor a nonprofit,
chances oh, you're not going to get any business from that,
right because you're not sponsoring a thing where you're going
to talk about sales. You're just giving them the money
and you're going to in return get a favorable public image.
You're going to in return have a positive reputation being
built because the audiences around that nonprofit organization are going
(23:50):
to say, oh, how cool is that that Seizing Happy
sponsored for all the dogs to be protected from kill
shelters for or that you know, sez Happy sponsored for
this organization that helps children that are in foster care,
have you know, entertainment or activities to do so that
they can have a you know, an enriched childhood if
(24:12):
that's if that's possible in their circumstances, right, But I'm
not going to get clients from that. Chances are that's
not the goal. It is the least likely outcome, right,
And so you would sponsor in those situations. You sponsor
because obviously a you believe in the cause, of course,
But what that falls under is more of the pr
(24:34):
part of moving money around for the purpose of getting
your brand out there, right, So for the purpose of
marketing as the umbrella, using the word as the umbrella
now sponsorship of events in that way, what it's going
to do is it's going to draw positive attention to
your brand. It's going to get exposure of your brand
and build favorable relationships with the public around you with
(24:55):
the public that that that other company that you're sponsoring
a t and so that is going to be reputation building,
and that to me falls under PR even though you're
doing the same thing, you're sponsoring an event. And so
now that that's clear, I want to talk about when
and how to do these things, because that was one
(25:19):
of the other questions that came up as a conversation
in the last forty eight hours. Is how much of
my budget from my company should I be allocating to marketing.
How much of my budget should I be putting toward PR,
how much should I be market advertising? And so let's
talk about that, because I think it's important. Sometimes we
get into sponsoring things that are not a good fit.
(25:41):
Sometimes we get into advertising too soon. Sometimes you know,
the timing is important and the place where you are
advertising is even more important. And so let's get into
that a little bit. To the SBA, So according to
(26:03):
the Small Business Administration, most small businesses should budget between
seven and eight percent of their total revenue for marketing.
But this can vary depending on your industry, right, and
there are some new businesses that will allocate as much
as twenty to thirty percent of their budget to marketing,
(26:26):
so to advertising, to PR, and to marketing. This is
using the word marketing as the umbrella. Now here's what
I will tell you, and I will die on this sort.
If you're messaging without a single dollar of marketing, sponsorship, PR, advertising, nothing,
just your messaging online, on your reels, on your blogs, whatever,
(26:49):
wherever it is you're talking, wherever you're putting your message
out there for your brand, wherever it is you're trying
to sell already organically. If it is not attracting people,
if it is not starting conversations, if it is not
getting you a few sales one, two, here and there,
do not spend any money on marketing and PR. Spend
(27:10):
your money on a business coach that's going to help
you to get your messaging clear. Because when your messaging
is not converting, it doesn't matter how much money you
put behind it, it's still not going to convert. People
have a misconception that a marketing campaign converts because you
(27:30):
put a lot of money behind it, or because a
lot of people see it. That's not why marketing campaigns convert.
They don't convert if the message doesn't communicate desire for
the transformation. That you offer to the masses that are
being exposed to the message. So if you have a
(27:51):
shitty message and you put it in front of one
million people, you're not going to get high, high high sales.
Can you can some people buy a course? Yeah? Anything
is possible anytime. If you have a solid freaking message,
your messaging for your company is cleared, speaks directly to
the soul of your clients. You're going to put in
(28:11):
marketing campaign together and you're going to make more money
putting a solid message in front of one hundred thousand
people than you are putting shitty messaging in front of
a million people, right because it just doesn't touch the
hearts of the people who are likely to buy your product.
And so that is the very first thing that I'll say.
A lot of people want to spend money in marketing
in the beginning of their business, and I do not
(28:33):
think that that's where your little bit of revenue that
you're making in the beginning of business is best allocated.
And it's not because I'm a coach. I've done this,
I've been in this. My first business is a dance
studio that I've had opened for twenty one years, and
I wish I had spent money on a fucking business coach.
From the start, I did the same thing. I spent
money on getting a lot of things into the business, right,
(28:53):
so getting better wood for the floor, getting better mirrors,
getting better this. But you don't need any of that, right.
My dance class is worrying credible, right, And so you
want to make sure that the first money that you
spend on is on somebody that's going to help you
to make sure that your business is in the best
conditions to grow. So that means that your messaging is
getting to your clients. That means that your infrastructure for
(29:16):
your business is going to be able to take in volume.
Because this is another huge mistake that people make when
it comes to marketing campaigns. Let's say that your messaging
is amazing, your message is phenomenal. Organically, you're already making sales,
and you know that it's the right time to put
a marketing campaign together because if organically you're getting sales,
(29:37):
that means your messaging is on point, You're being able
to completely connect with your ideal clients, and when they
hear what you have to say, they're like, here, take
my money, baby, I'm ready I'm ready for the thing
you offer. You do that you know you're ready. You
put together an amazing marketing campaign, and you get thirty
clients off the get, you get two hundred clients off
(29:58):
the get. My question to you is, if I were
to put right now, handpicked, I were to put three
hundred ideal clients into your business right now, can you
serve them? Do you have a clear and automated process
that can onboard three hundred new clients into your business
(30:19):
right now? Do you have a system that is already
set up where you can serve three hundred new clients
in your business right now? If you work in the
product space, do you have three hundred of the thing
that you sell to sell right now? Can you ship
out three hundred tomorrow morning? If I tell you here
are three hundred orders for that thing you sell, can
(30:39):
you ship out those three hundred orders tomorrow? If the
answer is no, then I invite you to go back
to the statement that I just said and get with
a business coach. It doesn't have to be me, but
get with a coach that can teach you how to
create an infrastructure for your business that is prepared to
(31:00):
take on a large number of clients before you do
your marketing campaign. That's also one of the main focuses
that we have inside the Simple Business System. I want
it to be simple and I want it to be scalable.
I don't want that if I get three hundred purchases
that my systems are going to kink and fall apart
and it's going to stop my purchasing program because something
because there's thirty two different software websites and things that
(31:24):
need to connect with each other in some connection fall
apart somewhere, and then now instead of making six hundred tales,
my shit kinked at three hundred because my system is
so freaking complicated that now I have to go and
spend three hours troubleshooting with my team to see where
the sales are falling off and I miss out on money. Right, No,
it's the goal is a simple business system that allows
you to scale with simplicity. I don't want a complicated thing, right.
(31:48):
A lot of people think that business has to be complicated.
It fucking doesn't have to be complicated. It can be
very very simple. And that's one of the things that
we teach because once you're in there, once you're inside
the Simple Business System. I teach you how to speak
directly to the soul of your clients so that they're
in your DMS, not asking you questions, but rather asking
you for the checkout link I want to buy. When
(32:11):
you learn how to do that, and if you wanted
then to do a campaign to market when those people,
when you get twenty new clients, they're going to jump
right into your business and everything's going to flow. You're
not going to be overwhelmed. You're not going to be like,
oh my god, now I can no longer spend weekends
with my family. I have to double down. I have
to work past five pm. Now I have to do
these late that. You don't have to do any of
that shit right. And so to answer the question of
(32:35):
like when to do marketing, the key to things that
you need to answer for yourself in regards to when
to do marketing is is your messaging already attracting people?
If it's not, you need to get with somebody who
can help you to hone in your messaging so that
it speaks to the soul of your client. And then
if your message is attracting people and you are organically
(32:56):
getting sales, then the next question to ask yourself is
is my infrastructure built in a way that if this
marketing campaign is as successful as I want it to be,
can I hold twenty new clients? Can I hold two
hundred new clients? Can I hold five thousand new clients?
Is the infrastructure ready to do that without you falling
(33:19):
apart or the business falling apart? So I know this
is a pretty long episode. I wonder if I should
break this episode in two. I'm going to listen back
to some pieces and see if maybe this needs to
be broken up into but I probably won't. You can
handle it, and I hope that this was able to
bring you some clarity as to the differences between marketing
and all of that which falls under that umbrella of PR,
(33:41):
advertising and marketing for the intentions of sales and building
relationships and stuff like that, and when and how to
do your marketing. If you have any questions about this,
this is one of my zones of genius and I
would love to answer all of the questions that you
might have about this, So find me on Instagram at
Seizing Happy and ask Away. Thank you so much for
(34:02):
listening to this episode of the Chat with ggpodcast. If
you loved what you heard, it would light me up
inside if you rate, review, and share this episode with
a business vestie who you think will benefit from tuning in.
Sharing this podcast is the best way to help it
grow and to continue to grow our tribe as well.
(34:25):
In the meantime, join me on Instagram at ggdas live,
or check out our latest courses and programs for personal
and business growth at seizinghappy dot com.
This episode is especially exciting for me because I feel
like it's right in my wheelhouse of one part of
my professional career that I don't really talk about that often,
and that is my literal lifetime in media. And I
don't say lifetime loosely. I started working in television when
I was about five years old, then from there went
to radio and stuff like that. But I won't get
(00:23):
into the whole story of it, but the conversation around
sponsoring events and marketing and what percentage of my budget
should go to things like marketing and advertising and when
to use marketing and when to use PR. And this
home topic has come up in my coaching calls four
(00:45):
times in the past forty eight hours, and so I
figured that means that it is a hot topic in
our entire community, in our entire seazing happy community of
legacy makers, And so I figured it merits an episode
(01:05):
to gain more clarity on marketing, PR, advertising, kind of
really explaining what each of those things are, how they differ,
why they're necessary and when they are not, and more importantly,
when and how to implement these in your business. And
so this episode is not advice, It's just a conversation
(01:28):
for educational purposes, so that you can gain clarity on
what to do when, and more importantly, so that you
can utilize these words which are often used interchangeably, but
they are not interchangeable, so that you know what they
mean and you can use them correctly, so that if
anybody out there is coming to you selling you PR services,
you don't think what you're going to get is marketing
(01:50):
or advertising, or if somebody is selling you marketing services,
so that you don't think that you're going to have
the results that a PR campaign would have.
Speaker 2 (01:58):
So let's get started. This is Chats with gg a
podcast for women who are ready to step into their power,
get unstuck, and create more freedom in all.
Speaker 1 (02:11):
Areas of life. I'm your host GGDS certified life and
business coach, media personality and multi passionate entrepreneur. I've helped
hundreds of women find the necessary clarity, confidence, and courage
to build their dream life and achieve success with less stress.
(02:32):
If you're seeking weekly motivation, practical and spiritual advice, and
tangible resources to scale in life and in business, then
you're in the right place. Are you ready?
Speaker 2 (02:44):
Here we go.
Speaker 1 (02:46):
So the most important thing is to talk about what's
the difference between marketing, PR advertising, Because these words, like
I said, they're used interchangeably, but they're not interchangeable. They
mean something different. They're used in different ways, they create
different results in your business, and they should not be
used too soon or too late in your business. So
(03:07):
let's talk about that first. When it comes to marketing,
which is the most popular word, everyone's like, Oh, you
need to have a marketing expert. You need to hire
for marketing marketing marketing. Marketing is directly connected to the
concept of like it's like the larger umbrella that includes
(03:30):
PR and advertising because all of it encompasses the goal
of marketing, putting your product out there in the market.
That's why it's called marketing. It's a verb. You're marketing
your product right now. There's just different ways to market
(03:51):
that product. When you're looking at marketing, it focuses on
reaching reaching customers directly right or reaching potential audiences of
customers directly, with the specific intention, the specific goal of
increasing sales. That's it marketing as it is used. It
(04:15):
is with the specific goal of increasing sales. So you
could create a process, you could create a plan, you
could create a campaign, whatever, it is. It is with
the purpose of increasing sales. So we're talking about things
like focus on your products specifically, a focus on the
(04:35):
services that you offer with always ACTA to buy right,
and your audience is always going to be your customers.
It's always going to be the people you aspire to
have become customers. And you need to pay for marketing efforts.
You're never going to get a marketing campaign positioned anywhere
(04:57):
for free because and it's only fair. If your goal
is to sell, and you want to get on my
platform to directly sell your service, then you got to
pay me, right. And there are some platforms that will
allow something like a revenue share, but nine times nine
and a half times out of ten, you need to
(05:19):
pay for the space. So what that means is if
you want, for example, to get on the chats with
gigipodcast and you want to talk about your program that
you have that is launching on January fifteenth, and it
cost ten thousand dollars and you want twenty people in it,
and you're going to do xyz and have the other
(05:40):
transformation available, if that's the conversation you want to have
directly to sell and you want to say buy my program,
pay for my program. At the end of the thing,
you're marketing to my audience, So I'm giving you access.
I am being the bridge for you to get in
front of my audience that I have spent years building
and earned their trust to come sell your product. So
(06:02):
absolutely that has a cost, right, If you're going to
profit off of my platform, you got to pay. It's
the same thing with radio stations or television stations. They
have spent years getting the audiences that watch them. It's
why ratings are so important, right, how they put the
price on the airtime. Right, So if you're going on
(06:24):
there to sell your cars, to sell your candles, to
sell your product, of course you have to pay them,
right because you're utilizing their platform to make money, okay, directly.
So that is what marketing is specifically. So when somebody
comes to sell you a marketing campaign, yes you can
expect a direct and financial ROI from that, right because
(06:46):
it's going to be catered specifically to one of your products,
and it's going to sell the bjesus out of that
product and it's going to make everybody money. Okay. So
that's the definition more or less of marketing now let's
move in to public relations, which is completely different. Okay,
the goal of public relations is not to sell a product.
(07:08):
The goal of public relations is exactly what it's aid
to create a favorable relationship with the public. Okay. Now,
the curious part of PR is that it's not even
directly aimed at your potential clients like marketing is. With marketing,
your audience is going to be primarily the customers that
(07:30):
you have, So you want to sell them something else
or something new, or sell to them again or potential customers. Right,
So your ideal clients, you want to get in front
of them and try to sell them something for the
first time or again. With PR, it's more of an
open platform. It's more of an open reach. It's more
of an indirect reach. It doesn't matter. You're not going
(07:52):
to only do PR for your clients. You're going to
do it openly. So for example, you're going to get
you're going to get on mass media, right, so you're
going to get on a radio show, You're going to
get on a television show that's national. Right. What it
does it's going to bring awareness to your brand, right,
It's going to put your brand out there in the
(08:15):
spotlight so that people a know that it exists and
so that people be can create a hopefully favorable opinion
about your brand. It's going to draw the attention of
the public to your brand through conversations that matter to
the general public. Okay, when you're using pr it's not
(08:40):
just going to be your customers, because it's about the
umbrella reach of the company being front of mind for everybody. Right.
And while this is a component of marketing, it falls
under the marketing umbrella because you're still putting your brand
in the market. The goal is not necessary to sell
(09:02):
and because that's not the goal, the goal is to
position the brand to acquire a favorable public opinion, to
have a positive public image. And you can do that
by being featured on mass media through earned media, meaning
you're not going to pay for it. But the only
(09:23):
way that you're going to get picked up by mass
media without having to pay is there's two key elements.
Make sure you write this down. If you're taking notes,
you have to have a fully developed branded message. And
number two, you need to be bringing in a conversation
that is relevant to the audience of that platform, whether
(09:44):
it's a radio show or it's a television show or
whatever it is. I teach you exactly how to do this,
how to pitch yourself in this way to be picked
up by mass media. Inside one of the bonuses that
we offer for the Simple Business System, which is our
signature program, one of the bonuses that I have for
my members that are in that program is I teach
(10:06):
you how to successfully pitch yourself to media. Because again,
I spent literally my entire life in media. I've been
pitched to everything under the sun. I know what works
and I know what doesn't work in a pitch to
be able to pick to be picked up. So public relations, again,
it's not what you're going to do if you're looking
for like a boost in your sales, okay, because the
(10:29):
goal of public relations is to get your brand to
be spotlighted, to be known, to bring awareness to it,
to have a favorable image, to build relationships with the community.
Whether this is national or local. You can do a
public relations campaign on a local level as well, always
with the intention of having that audience, that mass audience,
(10:51):
know your brand and have a favorable image of your brand. Now,
the other side of public relations is something happens where
somebody shoots against your brand, somebody starts talking badly about
your brand, somebody you know wants to sue you, and
they get on media to talk shit about your company.
That's also when a PR professional would need to come
in to know how to divert the attention away from
(11:15):
damaging or disparaging conversations against your brand. Right, they would
know exactly how to come in. It's almost like the
attorney of public image, except with no legal with no
legal powers. So the other side of PR is that right,
like to protect your brand from from a bad from
(11:36):
somebody who wants to bad mouth your brand. So to
give you an example of some really phenomenal PR campaigns
that again they don't necessarily focus on selling, but they
do bring brand awareness and they do bring a favorable
image of the brand to the foreground, is like share
a coke, right, So, Coca Cola when they launched that
(11:58):
campaign that had the names on the bottles, I don't
know if you remember that, and it was like, oh,
share your coke with somebody, and it creates a connection
if you can see your name on one of the bottles,
like it's a fun thing. The other one that I
remember personally because We did this when I was working
in radio. Is the ice bucket challenge? Dude? That shit
went super viral, right, And the goal of it was
(12:21):
by the to bring awareness. I keep forgetting the word awareness.
Why do I keep forgetting that word? To bring awareness
for ALS? Right? So the point of that initially was
you either dump a bucket of ice water on yourself
and or you donate, right, And so everybody was dumping
the buckets of water, and the social media campaigns it
(12:43):
went super viral, people doing the ice water the ice
water and nominating somebody else to do the same. But
the point of that, which did get a little lost
in this PR campaign was you're also supposed to to
make a donation. It was, but it got lost, right.
So this is an example of like when your messaging
isn't completely clear. The point was the ice bucket challenge,
(13:03):
you also are supposed to make a donation, and then
you dominate the other person to do the ice bucket
challenge and make a donation in favor of ALS, right.
It wasn't just like, oh, let's dump water on ourselves.
Somewhere in that campaign. The ALS awareness part of the
campaign did get a little bit lost. Another one that
is really famous that actually just happened right now is
at the end of the year, Spotify does their Spotify rapped.
(13:27):
I don't know if you got the alert on your
Spotify I short did, especially on my Spotify creator where
they bring they give you like a wrap up. I
guess you could say, right, Spotify raps, like, let's wrap
this up and put it into like a one analytic
thing where they talk about all of your listening habits.
In my case as a Spotify as a creator where
(13:48):
I have my podcast on Spotify, it even gave me
your listening habits. What was the podcast episode that people
listen to the most, what was the like the topics
that were most relevant, stuff like that, And so they
what this does is when you get your Spotify wrapped, right,
it's going to lead you to want to share that
with other people on social media, right, and that's going
(14:09):
to help them to get that favorable image of like, oh,
we care about your listening, we care about how you listen.
We care about letting you know how your listener ship
was throughout the year, right, Like we care about our users.
This is a this is a primary concern for us. Right,
So it talks about the image that they want to portray, right,
(14:31):
And so those are a few PR examples that I'm
sure you're familiar with. Also, So to recap, marketing is
going to happen overpaid media. The goal the audience, The
focus is primary customers and or potential customers, and the
goal is to sell your products. So there is a
(14:53):
financial ROI in marketing public relations is to build favorable
relationships with the pub right. The name says it all.
And you do that by getting in the important conversations
that are happening usually in mass media and bringing value. Right.
So you're going to bring an element of the greatness
of your company, not just to sell, but like to
(15:15):
share to When you're jumping into these conversations, you want
to and I teach this inside that bonus I was
telling you about. You want to get on these like
trending conversations and talk about in your area of expertise
within your company services, how can you utilize that expertise
to serve the audience. Right. So that's the part that
makes it earned media. That's the part that makes a
(15:37):
television or radio producer want to put you on, right.
It's what value are you're bringing to the audience about
these big conversations that are happening publicly on big media, right,
and so the goal is just that. So is it possible.
Is it possible that you go on a PR campaign
and you get some sales? Absolutely, of course it's possible,
(16:00):
because if I find your brand and I absolutely love
what you're talking about, your missions and your visions and
your opinion on these conversations that you're jumping into, I'm
going to look you up and I may buy something
from you. But the angle of PR campaigns, the angle
of how PR works, is never going to lead with
a call to action that says buy this thing. Right.
(16:21):
The conversation just ends when the conversation is about the topic,
and that's it. You're never going to say buy my
shit right now. The third element is advertising, and so
advertising is also going to be paid media. It's going
to happen directly for in spaces where your clients are.
So it's going to be the radio shows, of television shows,
(16:42):
the podcast the magazines where your audience is. And like marketing,
you're going to do it with the intention of selling something.
And so the difference between advertising and marketing, I know
They sound similar because you're saying, well, Gigi, you're getting
in front of the direct specific audience that you want
to be buyer. They are both paid media, they are
(17:04):
both with the intention of selling something. So what is
the difference. I'll tell you what the domain difference is.
In advertising, you're paying for space in somebody else's platform.
In other words, you can buy an ad on Feelwell magazine,
you can buy a commercial on the Chats with GG podcast,
(17:24):
you can buy a commercial on any other radio station,
you can buy a commercial on television. Right. When it
comes to marketing, I can have a whole marketing campaign
for seizing Happy on my social media platforms. I can
have a whole marketing campaign for one of my programs
inside this podcast that I own, right, and so you
(17:45):
can have a campaign that is also run as marketing
to sell and increase the sales for your company within
your own platforms. In that case, it would be a
marketing campaign, right. Advertising is when you're d risk specifically
talking about putting an ad in somebody else's platform. Okay,
(18:06):
So I know that there's like a nuance there. All
of this falls under the umbrella of marketing, Okay, but
I do want to make sure that you know the
difference between the three things. And then one of the
reasons why I want it to also make this podcast
episode is because one of the four times or actually
two of the four times that this topic and the
lack of clarity in this space has come up in
(18:29):
the conversations that I've had in the last forty eight
hours is one of my clients was debating whether or
not to sponsor a certain event for a nonprofit, and
we got into the conversation about like sponsorship and putting
money into events and when to expect an ROI and
when not to expect an ROI, and so I want
to get clear on that as well. Sponsorship, for most
(18:52):
marketing experts and people who've been in this field for
a long time, falls under all three categories, and it
depends on the way that you're sponsoring whether it falls
under pr marketing or advertising. Okay, And so I'll give
you some examples of that when it comes to sponsoring
an event like Move Breath Grow, for example, when you
(19:17):
come to Move Breath Grow and you're a paid sponsor
whatever tier you're on, So if you are in the
Inspire tier, you pay for like a vendor table, you
can set up your goods there. So this is a
good sponsorship opportunity for those people who are selling a product. Right,
So you have candles, you have something else, right, whatever
(19:38):
it is that you're selling, I don't know. I always
go with candles as the example. But when you're there,
you have my permission as the event coordinator to sell
your stuff. Right. So, if you have a boutique, if
you make earrings, if you have like an item that
you sell, this is a great opportunity to directly going sell.
I've had sponsors for other events who are SPALL owners
(19:59):
and they have like sand semples of some of their treatments,
like the little red light ones and things like that,
and then you can go and buy a treatment and
you can go and get your treatment later. So in
that way, a sponsorship of an event is in the
way that I see it in that regard, in that
way that you're doing it, it falls under marketing because
(20:19):
you're going to directly be selling your product at the event.
Same thing goes for to continue using Move Breath Grow,
which is our flagship event or our big event each year.
If you're one of our ignite sponsors, you're on stage,
you get to speak, you get to highlight your service,
you get to talk about it, and then when you
(20:41):
go to your vendor table, you can sell your service
while you're there, obviously, and I just want to put
this as like a little asterisk. You need to be
able to sell to make money back from your marketing,
whether you're sponsoring an event or you're doing a marketing campaign.
Speaker 2 (20:54):
Right.
Speaker 1 (20:54):
So this goes into a different part of the conversation,
but I do want to mention that because you need
to be able to have two key things in order
for any marketing campaign to work. Number one, clear messaging.
If you do not have clear messaging that speaks directly
to the soul of your client, there is no amount
of money that you can put in a marketing campaign
(21:15):
that's going to get people to buy from you, right.
And number two, you need to be able to close
the deal. You need to have some experience with sales. Now,
for low ticket items, a good marketing campaign with good messaging,
we'll probably get the items sold relatively easily. But if
you're doing a marketing campaign where you're selling a ten
thousand dollars coaching program, for example, when you do that
(21:35):
marketing campaign, people are most likely going to end up
getting on some sort of sales call with you or
somebody on the team. You got to be able to
close them right. But the same thing is true if
you're doing a sponsorship at Move, Brief Grow and you
have a vendor table and people come to look at
your earrings, you got to be able to say, well,
my earrings are hypoallergenic and they're very light, so it's
not going to weigh down your ear They're super fashionable,
(21:56):
so they match with all kinds of whether you're dressing
them up or dressing them down like you got to
be to sell your shit or else people aren't going
to buy right. And so when it comes to sponsoring events,
if it's the type of sponsorship of events where you're
going to be able to sell directly to that audience,
then that sponsorship falls under marketing right because you'll be
able to take away clients from there, because you'll be
(22:18):
able to maybe even like gather email addresses from the
people that are in the audience. You'll be able to
pitch your products. You'll be able to say I am
a business and media coach, and I have a signature
program called the simple business system where I teach you
how to get your messaging on right so that you
can attract your dream clients, you can get more visibility,
(22:39):
and you can get more sales. If I can say
that on a stage, then I'm sponsoring that event. Then
that falls under the marketing category. But there is another
part of sponsorship that I personally don't think falls under marketing.
I think falls under pr and that is, for example,
when you are sponsoring, for example, like nonprofit organizations. Right,
(23:01):
a lot of times nonprofit organizations will ask for money
so that they can cover the overhead costs of pursuing
the mission that they are trying to pursue to create
the change in the world that they're trying to create,
whether that is save the homeless or save all the dogs,
or help women to launch and scale their businesses like
we do with the Seizing Happy Foundation. Now, when you
(23:23):
come into these spaces of nonprofits and you sponsor a nonprofit,
chances oh, you're not going to get any business from that,
right because you're not sponsoring a thing where you're going
to talk about sales. You're just giving them the money
and you're going to in return get a favorable public image.
You're going to in return have a positive reputation being
built because the audiences around that nonprofit organization are going
(23:50):
to say, oh, how cool is that that Seizing Happy
sponsored for all the dogs to be protected from kill
shelters for or that you know, sez Happy sponsored for
this organization that helps children that are in foster care,
have you know, entertainment or activities to do so that
they can have a you know, an enriched childhood if
(24:12):
that's if that's possible in their circumstances, right, But I'm
not going to get clients from that. Chances are that's
not the goal. It is the least likely outcome, right,
And so you would sponsor in those situations. You sponsor
because obviously a you believe in the cause, of course,
But what that falls under is more of the pr
(24:34):
part of moving money around for the purpose of getting
your brand out there, right, So for the purpose of
marketing as the umbrella, using the word as the umbrella
now sponsorship of events in that way, what it's going
to do is it's going to draw positive attention to
your brand. It's going to get exposure of your brand
and build favorable relationships with the public around you with
(24:55):
the public that that that other company that you're sponsoring
a t and so that is going to be reputation building,
and that to me falls under PR even though you're
doing the same thing, you're sponsoring an event. And so
now that that's clear, I want to talk about when
and how to do these things, because that was one
(25:19):
of the other questions that came up as a conversation
in the last forty eight hours. Is how much of
my budget from my company should I be allocating to marketing.
How much of my budget should I be putting toward PR,
how much should I be market advertising? And so let's
talk about that, because I think it's important. Sometimes we
get into sponsoring things that are not a good fit.
(25:41):
Sometimes we get into advertising too soon. Sometimes you know,
the timing is important and the place where you are
advertising is even more important. And so let's get into
that a little bit. To the SBA, So according to
(26:03):
the Small Business Administration, most small businesses should budget between
seven and eight percent of their total revenue for marketing.
But this can vary depending on your industry, right, and
there are some new businesses that will allocate as much
as twenty to thirty percent of their budget to marketing,
(26:26):
so to advertising, to PR, and to marketing. This is
using the word marketing as the umbrella. Now here's what
I will tell you, and I will die on this sort.
If you're messaging without a single dollar of marketing, sponsorship, PR, advertising, nothing,
just your messaging online, on your reels, on your blogs, whatever,
(26:49):
wherever it is you're talking, wherever you're putting your message
out there for your brand, wherever it is you're trying
to sell already organically. If it is not attracting people,
if it is not starting conversations, if it is not
getting you a few sales one, two, here and there,
do not spend any money on marketing and PR. Spend
(27:10):
your money on a business coach that's going to help
you to get your messaging clear. Because when your messaging
is not converting, it doesn't matter how much money you
put behind it, it's still not going to convert. People
have a misconception that a marketing campaign converts because you
(27:30):
put a lot of money behind it, or because a
lot of people see it. That's not why marketing campaigns convert.
They don't convert if the message doesn't communicate desire for
the transformation. That you offer to the masses that are
being exposed to the message. So if you have a
(27:51):
shitty message and you put it in front of one
million people, you're not going to get high, high high sales.
Can you can some people buy a course? Yeah? Anything
is possible anytime. If you have a solid freaking message,
your messaging for your company is cleared, speaks directly to
the soul of your clients. You're going to put in
(28:11):
marketing campaign together and you're going to make more money
putting a solid message in front of one hundred thousand
people than you are putting shitty messaging in front of
a million people, right because it just doesn't touch the
hearts of the people who are likely to buy your product.
And so that is the very first thing that I'll say.
A lot of people want to spend money in marketing
in the beginning of their business, and I do not
(28:33):
think that that's where your little bit of revenue that
you're making in the beginning of business is best allocated.
And it's not because I'm a coach. I've done this,
I've been in this. My first business is a dance
studio that I've had opened for twenty one years, and
I wish I had spent money on a fucking business coach.
From the start, I did the same thing. I spent
money on getting a lot of things into the business, right,
(28:53):
so getting better wood for the floor, getting better mirrors,
getting better this. But you don't need any of that, right.
My dance class is worrying credible, right, And so you
want to make sure that the first money that you
spend on is on somebody that's going to help you
to make sure that your business is in the best
conditions to grow. So that means that your messaging is
getting to your clients. That means that your infrastructure for
(29:16):
your business is going to be able to take in volume.
Because this is another huge mistake that people make when
it comes to marketing campaigns. Let's say that your messaging
is amazing, your message is phenomenal. Organically, you're already making sales,
and you know that it's the right time to put
a marketing campaign together because if organically you're getting sales,
(29:37):
that means your messaging is on point, You're being able
to completely connect with your ideal clients, and when they
hear what you have to say, they're like, here, take
my money, baby, I'm ready I'm ready for the thing
you offer. You do that you know you're ready. You
put together an amazing marketing campaign, and you get thirty
clients off the get, you get two hundred clients off
(29:58):
the get. My question to you is, if I were
to put right now, handpicked, I were to put three
hundred ideal clients into your business right now, can you
serve them? Do you have a clear and automated process
that can onboard three hundred new clients into your business
(30:19):
right now? Do you have a system that is already
set up where you can serve three hundred new clients
in your business right now? If you work in the
product space, do you have three hundred of the thing
that you sell to sell right now? Can you ship
out three hundred tomorrow morning? If I tell you here
are three hundred orders for that thing you sell, can
(30:39):
you ship out those three hundred orders tomorrow? If the
answer is no, then I invite you to go back
to the statement that I just said and get with
a business coach. It doesn't have to be me, but
get with a coach that can teach you how to
create an infrastructure for your business that is prepared to
(31:00):
take on a large number of clients before you do
your marketing campaign. That's also one of the main focuses
that we have inside the Simple Business System. I want
it to be simple and I want it to be scalable.
I don't want that if I get three hundred purchases
that my systems are going to kink and fall apart
and it's going to stop my purchasing program because something
because there's thirty two different software websites and things that
(31:24):
need to connect with each other in some connection fall
apart somewhere, and then now instead of making six hundred tales,
my shit kinked at three hundred because my system is
so freaking complicated that now I have to go and
spend three hours troubleshooting with my team to see where
the sales are falling off and I miss out on money. Right, No,
it's the goal is a simple business system that allows
you to scale with simplicity. I don't want a complicated thing, right.
(31:48):
A lot of people think that business has to be complicated.
It fucking doesn't have to be complicated. It can be
very very simple. And that's one of the things that
we teach because once you're in there, once you're inside
the Simple Business System. I teach you how to speak
directly to the soul of your clients so that they're
in your DMS, not asking you questions, but rather asking
you for the checkout link I want to buy. When
(32:11):
you learn how to do that, and if you wanted
then to do a campaign to market when those people,
when you get twenty new clients, they're going to jump
right into your business and everything's going to flow. You're
not going to be overwhelmed. You're not going to be like,
oh my god, now I can no longer spend weekends
with my family. I have to double down. I have
to work past five pm. Now I have to do
these late that. You don't have to do any of
that shit right. And so to answer the question of
(32:35):
like when to do marketing, the key to things that
you need to answer for yourself in regards to when
to do marketing is is your messaging already attracting people?
If it's not, you need to get with somebody who
can help you to hone in your messaging so that
it speaks to the soul of your client. And then
if your message is attracting people and you are organically
(32:56):
getting sales, then the next question to ask yourself is
is my infrastructure built in a way that if this
marketing campaign is as successful as I want it to be,
can I hold twenty new clients? Can I hold two
hundred new clients? Can I hold five thousand new clients?
Is the infrastructure ready to do that without you falling
(33:19):
apart or the business falling apart? So I know this
is a pretty long episode. I wonder if I should
break this episode in two. I'm going to listen back
to some pieces and see if maybe this needs to
be broken up into but I probably won't. You can
handle it, and I hope that this was able to
bring you some clarity as to the differences between marketing
and all of that which falls under that umbrella of PR,
(33:41):
advertising and marketing for the intentions of sales and building
relationships and stuff like that, and when and how to
do your marketing. If you have any questions about this,
this is one of my zones of genius and I
would love to answer all of the questions that you
might have about this, So find me on Instagram at
Seizing Happy and ask Away. Thank you so much for
(34:02):
listening to this episode of the Chat with ggpodcast. If
you loved what you heard, it would light me up
inside if you rate, review, and share this episode with
a business vestie who you think will benefit from tuning in.
Sharing this podcast is the best way to help it
grow and to continue to grow our tribe as well.
(34:25):
In the meantime, join me on Instagram at ggdas live,
or check out our latest courses and programs for personal
and business growth at seizinghappy dot com.
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