August 25, 2024 • 25 mins
Are your promotions falling flat, despite all your hard work? It might be because Is your messaging falling flat during promotions? In this episode, we tackle a critical aspect of online selling that could be holding you back: knowing whether your audience is problem-aware or solution-aware. We'll dive into how understanding this distinction can make or break your promotional efforts, especially when selling digital products, courses, or memberships.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
What is up guys?
Welcome back to the BusinessLounge podcast.
My name is Chris and I wannatalk this week about something
that we just covered in TBL Plus.
So if you're not familiar whatthat is, that's our group
coaching tier, and one of thethings we were just working on
was putting together promotionsand a promotional plan, but also
(00:21):
making sure that your messagingfor your promotions is on point
, and it's oftentimes maybeyou've experienced this where
you run a promotion, you get allexcited, you send all the
emails, you go live, you dowhatever it is you need to do,
whatever your promotional planentails.
But here's the deal.
Sometimes we do those thingsand, guess what, we don't make
(00:41):
any sales.
Speaker 2 (00:51):
Welcome to the Business Lounge podcast where
each week, we unpack the hottestonline marketing and business
strategies so you can grow yourbusiness, increase your bottom
line and make a bigger impact.
And now here's your host,kimberly Ann Jimenez.
Speaker 1 (01:12):
What's up guys?
Welcome back to another episodeof the TBL podcast.
Today we're talking aboutsomething really, really
important.
In fact, one of the things wewere just working on was putting
together promotions and apromotional plan, but also
making sure that your messagingfor your promotions is on point.
And it's oftentimes and maybeyou've experienced this where
you run a promotion, you get allexcited, you send all the
(01:34):
emails, um, you go live, you dowhatever it is you need to do,
uh, whatever your promotionalplan entails, uh which you can,
by the way, if you haven't gonethrough to run profitable
promotions inside of thebusiness lounge.
It's an entire program that youget access to that teaches you
how to do promotions the rightway.
So definitely do that if youhaven't checked that out already
(01:54):
.
But here's the deal.
Sometimes we do those thingsand, guess what, we don't make
any sales, and it's adisheartening moment.
I can empathize with you ifyou've been there, in fact, when
I just put some context behindthat when I left the running the
moving company my firstbusiness, for those unfamiliar
(02:14):
and I came into the online spaceand I said you know, I have
sold a hundred thousand dollarcontracts.
Before that, I had a job whereI was selling to big companies
like Coca-Cola, and you'retalking about multi-million
dollar agreements and so on andso forth, meetings that I had to
sign NDAs for, literallybecause of the amount of money
and the trade secrets involved.
(02:36):
And here I think I'm just goingto walk into the online space
and with all that experience, Iam just going to knock it out of
the park, right, all I have todo is send emails.
What that's crazy.
Well, the first promotion I ranwas a $7 email swipe file
promotion, and I was like youknow, I'm just going to launch
(02:56):
this thing and then we'll seehow it goes, just to get my feet
wet in this whole online game,I didn't make a single sale.
I'm not even joking, I didn'tmake a single sale.
I'm not even joking, I didn'tmake a single sale.
And what people come to quicklyrealize is that selling online
specifically for digitalproducts or for courses,
(03:17):
memberships, downloads, right,all the things that I'm
referencing here is one of thehardest things to sell.
It's a lot easier than it usedto be because we've gotten more
acclimated to paying for digitalthings and for coaching and so
on and so forth, but for thosethat have been around for more
than I would say six to sevenyears.
You know that back in the dayit was not easy.
(03:39):
In fact it was probably one ofthe hardest things that I've
ever sold.
So I was extremely disheartened, shocked, but also kind of
questioning whether or not I canactually do this, and that
feeling lasted for quite sometime until I really started to
put the pieces together.
And one of those pieces I wouldsay one of those biggest pieces
in fact was problem versussolution aware messaging was
(04:01):
problem versus solution-awaremessaging.
Now, there's a lot.
When I reference that, what I'malluding to is Eugene Schwartz.
He's an old-school marketer andhe created what he calls the
upside.
It's UPSYD.
That's a little bit of amodification from his original
source material, but for whatwe're discussing today it's an
(04:22):
acronym.
It's called the upsidemarketing model and what it
stands for is unaware, problemaware, solution aware, you aware
and deal aware.
Now, what it's referencing islevels of sophistication in your
market, and when I saysophistication, what I mean is
primarily how familiar arepeople when it comes to what it
(04:45):
is you're offering your specificsolution, right?
So most of you are not in anunaware market that's the first
one, right Whereby people don'teven realize there's a problem
to be addressed.
So think you know.
For some people it'd beblockchain, technology, web,
(05:05):
three like words that they maybehave heard, but they have no
idea what it is.
They're completely unaware.
They don't know a problem thatexists, that it solves.
They don't.
They've maybe heard of asolution, but they don't
understand it.
So, in those markets and again,none of you are probably in
there unless you're doingsomething really cutting edge Um
, the primary part of yourmessaging, though, in an
(05:27):
underwear market, is education,because if you don't educate
people as to the problem thatthis thing solves, that you're
selling, uh, and then explainthe solution and why it solves
that problem, you're probablynot going to make a whole lot of
sales, right, and some peoplewill assume that people know
things that they don't know, uh,and so if you find that your
broader markets you're appealingto is in one of these
(05:50):
sophistication levels and you'renot speaking to them with that
tonality in your messaging, it'sgoing to fall flat on deaf ears
, right?
So the next rung down, and thetwo I want to focus on right,
are problem and solution aware.
Those are the next two rungsdown in terms of sophistication
in your market.
So, problem aware.
It's primarily people that areaware of a problem or a
(06:13):
challenge or something that theyexperience in their day-to-day
lives, but they're notabundantly aware of a major
solution in their marketplace.
Right, there's not a Nike inthat industry.
There's not a Wells Fargo.
There's a lack of solutionsthat they're familiar with to
(06:34):
ascertain to the problem thatthey're experiencing.
Right?
So the example that I gave inthe TBL Plus session was some AI
tools that exist right now.
Right, like, maybe you knowwhat AI is, you're familiar with
that concept, but maybe you'renot aware that there's an AI
tool that can address yourspecific problem.
(06:54):
Now, the example that I gavewas a blog writing tool.
Right, so it's Jasper, and it'smaybe maybe even heard of
Jasper at this point, but Jasperis an AI tool that writes blogs
for you.
What majority of the marketknows is that writing blogs
takes a long time, it's veryarduous and sometimes people get
(07:15):
writer's block and they don'tknow what to say.
They don't know how tocommunicate their message the
way they really want to.
Right, so they're.
They're very aware thatblogging, although they've heard
it's really powerful as amarketing tool, they're very
aware of how arduous it can be.
So, for Jasper, the primarypart of their message is
(07:36):
appealing to that problem.
Right?
They know you have a problemwith keeping up with writing
your blog.
They know you're not consistentwith doing it and they know
that you need to do that to getvisibility for your brand.
We help you do it faster andbetter with our AI tool that
writes it for you Eureka sales.
(07:59):
So you spend the majority of theamount of time in your writing
focusing on the problem to thenintroduce your new or lesser
known solution.
Right, that's problem aware.
You're going to spend, I wouldsay, 90% of your time focusing
on the problem and creatingrelatability to then introducing
your new or unique solution.
In this case, jasper, being theexample that I used right Now,
(08:21):
when you go a rung lower intosolution aware, it doesn't mean
you don't ever talk about theproblem, right?
Don't think that just becauseyou're a rung lower, that it
means don't ever talk about theproblem, right?
Don't think that just becauseyou're a rumbler, that it means
you could just skip over theproblem.
It just means you spend lesstime on the problem, right?
So the example that I gave inthe session was a car and I was
joking and I said imagine if youread a sales page or you came
(08:43):
across a TV commercial.
It takes too long to get towork.
It takes too long to get towork.
It takes too long to get aroundtown.
It takes too long to get to thegas station or, well, you
wouldn't need gas if you didn'thave a car, right.
It takes too long to get to thegym.
It takes too long to get here.
Introduce our solution a car.
It sounds ridiculous becauseeverybody knows what a car is.
(09:06):
It's a very established marketand so, yes, you can allude to a
problem in the market.
Everybody needs a car.
You need, right.
Maybe your problem you'readdressing is affordability, or
maybe it's safety is a concern,right, like that's the problem
(09:27):
they experience, but it's morecatered to the solution.
More specifically, you're alsogoing to use solution aware
messaging to talk about why yoursolution is different, right?
So you're going to so in thatspecific example.
Notice what they do in thosecommercials.
They tell you got a 9.9 safetyrating, which was, you know,
(09:48):
number one in the market yearover year for three years
running.
Right, reliability, this andthat 32 miles per gallon.
Right, they're focusing on allthe things that sometimes you'll
even see them say our brandcompared to the other brand,
like, remember, they did thosewhole, they did those whole.
Um, they did those whole.
Uh, what was it?
(10:09):
Brawn?
I think the the paper towelbrand, I think they used to do
this, or maybe not.
What was the quicker pickerupper like?
I even know the jingle, right?
You probably hear it as I saythat, uh, the the quicker, the
quicker picker upper, whatever.
And they would do our brandcompared to the other brands and
they would show when you werecleaning or whatever, the other
brand would just completelydisintegrate as you were
(10:30):
cleaning up a spill or something, and then their brand would
pick it up and it was durableand sturdy and you could keep
using it for longer and it wasgonna go further and you were
gonna get more bang for yourbuck, right.
So it was like our brandcompared to the leading brands.
That's solution-awarepositioning.
So you are primarily focused on.
In.
That's solution awarepositioning.
So you are primarily focused on.
(10:52):
In a very establishedmarketplace, you're primarily
focusing on why your solution isdifferent, and sometimes that
means AKA better.
It's a nice way of sayingbetter right Now.
It doesn't always have tonecessarily be that, but what
you want it to be is.
You want it to be better foryour specific people you want it
to be is you want it to bebetter for your specific people?
You want your solution to bethe blue ocean, and you can
(11:14):
utilize where others have failedto address that market.
And this is where, by the way,this is where you can flip big
corporations and create anadvantage for yourself, because
a lot of these big brandsthey're addressing a market that
is huge and so they don't havethe ability to create these
(11:35):
nuanced, specific products perse with specific messaging that
applies to a certain niche ofthe market.
So if it was just for women orif it was just for men or it was
I don't know specific use casesthat weren't broadly applying
to an entire market.
I don't know specific use casesthat weren't broadly applying
to an entire market.
So a lot of you can takeadvantage of that.
Where maybe you're in a coursespace and you sell courses and
(11:55):
there's other course creatorsthat have had big followings and
they're massive influencers,well, guess what?
Maybe you can do something thatthey haven't done.
Where and we did this where youhave coaching tiers and people
are willing to pay you tens ofthousands of dollars because the
other courses they've gonethrough.
Those people have so manypeople, they're servicing
(12:18):
communities of 17,000 or moreand they don't have the space,
bandwidth or ability in a lot ofcases to offer a higher ticket
coaching platform.
Right, they're.
They're too busy servicingpeople at their course level or
at their membership level to toprovide that tailored,
(12:38):
customized personal service ofone-on-one coaching or group
coaching.
And so we found that we foundthat there were some people that
entered the space long beforewe did, and what we found was
that they actually created a newopportunity in the marketplace
because they had educatedeverybody on this opportunity to
build online business.
But guess what?
Then the questions would arise.
(12:59):
Well, I don't know how thisapplies to me.
I don't know how to makeFacebook ads work for me.
I don't know how to make acontent calendar for my specific
business.
I don't know how to create aproductivity system for me as a
personality type, or me as abusy mompreneur, or me, as you
know, right X, y and Z.
And so what you can find is andthis always happens there's
(13:20):
always a new blue ocean in anymarket, ever.
And if there's not one, um,then somebody's about to create
one the industry leaders and sowe can stop looking at
competition as oh no, there's noroom for me.
We can see where they're beingunderserved, and sometimes that
just means that they're creatinga new market of opportunity
because of their size.
(13:41):
And it doesn't have to be that.
Again, it could be anything.
It's just your job to be astudent of your market and
understand where people feelunderserved, right?
So and that applies forphysical products, that applies
for services, that applies forcourses, it does not matter
there's always going to be a newopportunity to serve somebody
(14:01):
at a level that they'recurrently feeling underserved,
and so we always say this andthis is so, so important, right?
So?
Understanding problem andsolution aware is probably going
to be a game changer for you.
Just that alone, right?
And we did a recent promotionwhere we literally ran the exact
same offer from last yearLiterally the exact same offer.
The only thing we diddifferently is I took a look at
the sales page and I told Kim Iwas like Kim, we're solution
(14:23):
aware in this market.
Now, it's not problem aware.
I think the reason it did welllast year, but we did incredibly
well this year like, massivelyincreased our conversions and
actually did less to do that wemade sales out of take that
we've never made sales before.
In fact, we had many people, asI told you guys in a promotional
recap podcast today, recentlywe had people like basically
(14:44):
coming through the screenheckling us to give us their
credit card information to buyour program, to buy TBL, and we
were blown away.
I mean they were.
They were messaging Brian on anoff day, on a Saturday, when
we're not we're not evenavailable, which we take the day
off on every Saturday whenwe're not even available, which
we take the day off on everySaturday, and like messaging
three or four times just like Idon't want to miss it.
(15:05):
I don't want to miss it.
And so we went from over timeand this should give you some
encouragement as well where,when we first started TBL, we
had to basically give a trial,we had to prove it to people
that it was worth your time,attention and money, and that
was the only way we could getpeople into the program.
We were never able to sell itdirectly.
It was like, well, hopefullythey'll come in and they're
willing to pay a dollar, andthen we would wow people so much
(15:28):
that hopefully they would stayand it works.
Right, it worked.
But man, you feel like you'rebegging and sometimes I think a
lot of you feel like I'm reallybegging people to, like you know
, take a chance on this offerand I feel like I'm having to
give away the farm and overdeliver like crazy, like I don't
feel like this is sustainable.
And when you nail the messagingpart and you know your ICA
(15:48):
right, you know your idealclient avatar and then you know
your, your market sophistication, which you're going to learn
from your ICA, by the way.
So if you feel like I don'teven know, like I'm like I don't
know, chris, I could be bothWell, there's some homework for
you to go do a follow-up insightsurvey uh, work with you know,
speak to previous clients, uh,or or just get re-engaged,
(16:10):
because usually that answer uhwill come from talking to your
people.
What have you tried before tosolve X, y or Z problem?
What physical products have youused before in this specific
area that I'm selling somethingand follow up with?
How did you feel?
Did it meet your needs?
Did you find yourself desiringmore and what ways were you
(16:32):
desiring more?
The best marketers lean in withcuriosity.
That's just reality.
They're curious individuals andthey're able to utilize the
feedback and the data that theyreceive to make discernible,
directional decisions, movingforward with their brand and
with their marketing and theirmessaging.
And what you'll find is is whenyou can layer those two
together ICA, with propermessaging right, and if it's
(16:55):
solution, aware messaging thenreally understanding where they
felt underserved and where theyfelt like they could have gotten
a better service X, y or Z.
What you'll find is that it'sgoing to flow, whether you're
creating an Instagram reel orwhether you're doing a YouTube
video, or whether you're runninga blog or you're running a
sales page.
That clarity over time, as youget more immersed in your market
(17:18):
and as you're looking at otherbrands and seeing how they're
doing what they're doing andyou're being a student of the
game, right, it's one of themost important things you can do
as a business owner is to be astudent of marketing, because if
you can't market what you doeffectively, you will always
lose out.
Even if it's an inferiorservice to what you provide, an
inferior product to what youprovide, you will always lose
(17:39):
out to somebody that can marketbetter than you.
That's just a painful reality.
It's a painful truth, and I seebusiness owners all the time
that have a phenomenal product,a phenomenal service, and
they're struggling to make endsmeet, and it's because someone
else, even with an inferiorproduct or service, is able to
get their messaging in front ofother people and land it with
(18:02):
those people in such a way thatthey just outsell the other
person, even though it's anon-as-great-of-a-service.
So would it be an idealsituation in which everybody was
able to recognize, man, thevalue of this and this person's
not charging enough, and blah,blah, blah.
Yeah, that would be great, butit's our job to make them see
those things.
It's our job so that theyunderstand how we have something
(18:26):
that is made specifically forthem, that meets them exactly
where they're at.
And then, at that point, guys,what I can tell you is this it
becomes fun.
All this frustration withmarketing becomes really, really
fun.
Because here's the problem,right, and this is what we
always talk about, and so I justwant to qualify it further.
Guys, we love content, we lovesocial media.
We, contrary to popular belief,we rose to prominence because
(18:52):
of social media.
Like that was our shtick.
And so sometimes I think wedon't give a, we don't have the
full time and space to fullyexplain, like, our true position
on it.
The problem is.
What we've seen is this Peoplejump into the mechanics of doing
social media marketing.
They jump into the mechanics ofdoing blogs.
They're worried about the fancybells and whistles of chasing
algorithms and what's trendingand what music do I apply to my
(19:14):
reel, and this and this and this, or everybody's doing this and
everybody's doing that, buthere's the deal.
Doing this and everybody'sdoing that, but here's the deal
that is only as potent as themessaging is relevant for your
ICA.
When you know the ICA, when youknow them deeply and intimately
, because you've taken the timeto sharpen the ax and know who
(19:34):
these people are, you've takentime to get to know who they are
, how they feel and what theyreally desire, what's the
transformation they're seeking,what's the ultimate benefit that
they want, and then what, whereare they at right now?
When I say solution aware, it'sreally where are they at right
now?
What have they experienced?
And how do I meet them withsomething that is better for who
they are in this particularseason?
Right, when you can do that,then you take that very refined
(19:59):
messaging and you bring it toany of your marketing mechanics
Again, whether that's YouTube,blog, social media, etc.
And what you're going to findis, instead of just creating
more noise for the Internet,what you're going to realize is
that you're creating signal.
Signal is what you want tocreate, and not just signal for
the sake of getting engagement.
Signal for the people thatmatter to you and your business.
(20:21):
There's nothing better thanrealizing holy, wow, I am
attracting the exact person thatI wanna work with.
Not just people that will takeme up on my offer because I
undercut the price in the market, but people that truly are a
dream customer for me to workwith.
And now, with this refinedmessaging, I can go out every
day and find more people likethat.
(20:44):
People are showing up in my DMsbecause they're like oh my gosh,
this is exactly what I've beenlooking for.
People like they were doingwith us, emailing three, four
times in a day, on an off dayfor us, because they do not want
to miss out on your offer,trying to get approved four or
five times for a firm or Klarna,because they're like I have to
get this thousand dollar offer,I have to get approved for this.
People that literally willstart pitching you on them
(21:06):
because they want to end yourprogram so bad.
That's 100% possible when youpair the right messaging and you
understand your person at alevel of depth that allows you
to communicate with them, wherethey know that you know who they
are and now they understandwhat you offer.
Marketing first is about makingsure people feel like they're
understood and then, when theyget to your website, it's about
(21:28):
they understand you and what youhave to offer.
When you hit those twoalignments which all starts with
what I've talked about so farhere today, with ICA and market
sophistication game over Nowyou've got something scalable
and then the fun part starts tohappen.
Then you start scaling out andit goes beyond organic not that
you have to, but the pros payfor ads and if you want to have
a winning effort with paidadvertising on any platform,
(21:51):
that's how you do it.
Right there it's creating thatcampfire, so that gasoline is
the equivalence of the ads thatyou're going to run to it and
you can see and I went backhistorically and looked at some
some of our ads campaigns thatwe've run over the years that
have been successful.
We made something like 3000one-time sales in two months on
one offer that was reallyqualified, with ads going direct
(22:13):
to that offer.
We added 574 trials to thebusiness lounge at about 60 days
, literally.
Now that's life changing for alot of you Like.
Imagine if you had a membershipand you added 500 and almost
600 trials in two months yourlife could go from I don't know
how I'm going to grow thisbusiness or how I'm going to
make this work to I don't knowhow I'm going to keep up with
(22:34):
this growth.
And it was all because andother people, by the way, where
we crafted that ad, because wewent and worked with an ad
expert to do that almosteverybody else did not get
results.
Kim can testify to what I'mtelling you right now and tell
you I'm telling you exactly thetruth here.
People went to that sameworkshop where we worked on that
advertising the one I justmentioned, the one we made 3,000
(22:55):
sales and then I think we wenton to make 30,000 sales to that
offer with just that samecampaign, literally just direct
to a straight to an offer with aFacebook ad.
I would say of the bunch, two ofthem, us included.
So we were one of two thatactually got tangible results.
Why?
Because the other ones did nothave qualified offers and proper
messaging to the right person.
(23:16):
They had proven the offer.
They had no idea how to speakto an ideal client avatar and
they had no idea how to putmessaging together to sell them.
We came in with a sales pagethat was already converting
because we had proven it withorganic efforts and organic
traffic, and then we just putgasoline to the fire.
I can absolutely take youroffers to the next level.
(23:38):
If you have questions aboutthat, let me know in the
comments below on this episode.
You can actually comment below.
So if you have questions, makesure you drop those below and
we'll see you guys in the nextone.
What is up guys?
Welcome back to the BusinessLounge podcast.
My name is Chris and I wannatalk this week about something
that we just covered in TBL Plus.
So if you're not familiar whatthat is, that's our group
coaching tier, and one of thethings we were just working on
was putting together promotionsand a promotional plan, but also
(00:21):
making sure that your messagingfor your promotions is on point
, and it's oftentimes maybeyou've experienced this where
you run a promotion, you get allexcited, you send all the
emails, you go live, you dowhatever it is you need to do,
whatever your promotional planentails.
But here's the deal.
Sometimes we do those thingsand, guess what, we don't make
(00:41):
any sales.
Speaker 2 (00:51):
Welcome to the Business Lounge podcast where
each week, we unpack the hottestonline marketing and business
strategies so you can grow yourbusiness, increase your bottom
line and make a bigger impact.
And now here's your host,kimberly Ann Jimenez.
Speaker 1 (01:12):
What's up guys?
Welcome back to another episodeof the TBL podcast.
Today we're talking aboutsomething really, really
important.
In fact, one of the things wewere just working on was putting
together promotions and apromotional plan, but also
making sure that your messagingfor your promotions is on point.
And it's oftentimes and maybeyou've experienced this where
you run a promotion, you get allexcited, you send all the
(01:34):
emails, um, you go live, you dowhatever it is you need to do,
uh, whatever your promotionalplan entails, uh which you can,
by the way, if you haven't gonethrough to run profitable
promotions inside of thebusiness lounge.
It's an entire program that youget access to that teaches you
how to do promotions the rightway.
So definitely do that if youhaven't checked that out already
(01:54):
.
But here's the deal.
Sometimes we do those thingsand, guess what, we don't make
any sales, and it's adisheartening moment.
I can empathize with you ifyou've been there, in fact, when
I just put some context behindthat when I left the running the
moving company my firstbusiness, for those unfamiliar
(02:14):
and I came into the online spaceand I said you know, I have
sold a hundred thousand dollarcontracts.
Before that, I had a job whereI was selling to big companies
like Coca-Cola, and you'retalking about multi-million
dollar agreements and so on andso forth, meetings that I had to
sign NDAs for, literallybecause of the amount of money
and the trade secrets involved.
(02:36):
And here I think I'm just goingto walk into the online space
and with all that experience, Iam just going to knock it out of
the park, right, all I have todo is send emails.
What that's crazy.
Well, the first promotion I ranwas a $7 email swipe file
promotion, and I was like youknow, I'm just going to launch
(02:56):
this thing and then we'll seehow it goes, just to get my feet
wet in this whole online game,I didn't make a single sale.
I'm not even joking, I didn'tmake a single sale.
I'm not even joking, I didn'tmake a single sale.
And what people come to quicklyrealize is that selling online
specifically for digitalproducts or for courses,
(03:17):
memberships, downloads, right,all the things that I'm
referencing here is one of thehardest things to sell.
It's a lot easier than it usedto be because we've gotten more
acclimated to paying for digitalthings and for coaching and so
on and so forth, but for thosethat have been around for more
than I would say six to sevenyears.
You know that back in the dayit was not easy.
(03:39):
In fact it was probably one ofthe hardest things that I've
ever sold.
So I was extremely disheartened, shocked, but also kind of
questioning whether or not I canactually do this, and that
feeling lasted for quite sometime until I really started to
put the pieces together.
And one of those pieces I wouldsay one of those biggest pieces
in fact was problem versussolution aware messaging was
(04:01):
problem versus solution-awaremessaging.
Now, there's a lot.
When I reference that, what I'malluding to is Eugene Schwartz.
He's an old-school marketer andhe created what he calls the
upside.
It's UPSYD.
That's a little bit of amodification from his original
source material, but for whatwe're discussing today it's an
(04:22):
acronym.
It's called the upsidemarketing model and what it
stands for is unaware, problemaware, solution aware, you aware
and deal aware.
Now, what it's referencing islevels of sophistication in your
market, and when I saysophistication, what I mean is
primarily how familiar arepeople when it comes to what it
(04:45):
is you're offering your specificsolution, right?
So most of you are not in anunaware market that's the first
one, right Whereby people don'teven realize there's a problem
to be addressed.
So think you know.
For some people it'd beblockchain, technology, web,
(05:05):
three like words that they maybehave heard, but they have no
idea what it is.
They're completely unaware.
They don't know a problem thatexists, that it solves.
They don't.
They've maybe heard of asolution, but they don't
understand it.
So, in those markets and again,none of you are probably in
there unless you're doingsomething really cutting edge Um
, the primary part of yourmessaging, though, in an
(05:27):
underwear market, is education,because if you don't educate
people as to the problem thatthis thing solves, that you're
selling, uh, and then explainthe solution and why it solves
that problem, you're probablynot going to make a whole lot of
sales, right, and some peoplewill assume that people know
things that they don't know, uh,and so if you find that your
broader markets you're appealingto is in one of these
(05:50):
sophistication levels and you'renot speaking to them with that
tonality in your messaging, it'sgoing to fall flat on deaf ears
, right?
So the next rung down, and thetwo I want to focus on right,
are problem and solution aware.
Those are the next two rungsdown in terms of sophistication
in your market.
So, problem aware.
It's primarily people that areaware of a problem or a
(06:13):
challenge or something that theyexperience in their day-to-day
lives, but they're notabundantly aware of a major
solution in their marketplace.
Right, there's not a Nike inthat industry.
There's not a Wells Fargo.
There's a lack of solutionsthat they're familiar with to
(06:34):
ascertain to the problem thatthey're experiencing.
Right?
So the example that I gave inthe TBL Plus session was some AI
tools that exist right now.
Right, like, maybe you knowwhat AI is, you're familiar with
that concept, but maybe you'renot aware that there's an AI
tool that can address yourspecific problem.
(06:54):
Now, the example that I gavewas a blog writing tool.
Right, so it's Jasper, and it'smaybe maybe even heard of
Jasper at this point, but Jasperis an AI tool that writes blogs
for you.
What majority of the marketknows is that writing blogs
takes a long time, it's veryarduous and sometimes people get
(07:15):
writer's block and they don'tknow what to say.
They don't know how tocommunicate their message the
way they really want to.
Right, so they're.
They're very aware thatblogging, although they've heard
it's really powerful as amarketing tool, they're very
aware of how arduous it can be.
So, for Jasper, the primarypart of their message is
(07:36):
appealing to that problem.
Right?
They know you have a problemwith keeping up with writing
your blog.
They know you're not consistentwith doing it and they know
that you need to do that to getvisibility for your brand.
We help you do it faster andbetter with our AI tool that
writes it for you Eureka sales.
(07:59):
So you spend the majority of theamount of time in your writing
focusing on the problem to thenintroduce your new or lesser
known solution.
Right, that's problem aware.
You're going to spend, I wouldsay, 90% of your time focusing
on the problem and creatingrelatability to then introducing
your new or unique solution.
In this case, jasper, being theexample that I used right Now,
(08:21):
when you go a rung lower intosolution aware, it doesn't mean
you don't ever talk about theproblem, right?
Don't think that just becauseyou're a rung lower, that it
means don't ever talk about theproblem, right?
Don't think that just becauseyou're a rumbler, that it means
you could just skip over theproblem.
It just means you spend lesstime on the problem, right?
So the example that I gave inthe session was a car and I was
joking and I said imagine if youread a sales page or you came
(08:43):
across a TV commercial.
It takes too long to get towork.
It takes too long to get towork.
It takes too long to get aroundtown.
It takes too long to get to thegas station or, well, you
wouldn't need gas if you didn'thave a car, right.
It takes too long to get to thegym.
It takes too long to get here.
Introduce our solution a car.
It sounds ridiculous becauseeverybody knows what a car is.
(09:06):
It's a very established marketand so, yes, you can allude to a
problem in the market.
Everybody needs a car.
You need, right.
Maybe your problem you'readdressing is affordability, or
maybe it's safety is a concern,right, like that's the problem
(09:27):
they experience, but it's morecatered to the solution.
More specifically, you're alsogoing to use solution aware
messaging to talk about why yoursolution is different, right?
So you're going to so in thatspecific example.
Notice what they do in thosecommercials.
They tell you got a 9.9 safetyrating, which was, you know,
(09:48):
number one in the market yearover year for three years
running.
Right, reliability, this andthat 32 miles per gallon.
Right, they're focusing on allthe things that sometimes you'll
even see them say our brandcompared to the other brand,
like, remember, they did thosewhole, they did those whole.
Um, they did those whole.
Uh, what was it?
(10:09):
Brawn?
I think the the paper towelbrand, I think they used to do
this, or maybe not.
What was the quicker pickerupper like?
I even know the jingle, right?
You probably hear it as I saythat, uh, the the quicker, the
quicker picker upper, whatever.
And they would do our brandcompared to the other brands and
they would show when you werecleaning or whatever, the other
brand would just completelydisintegrate as you were
(10:30):
cleaning up a spill or something, and then their brand would
pick it up and it was durableand sturdy and you could keep
using it for longer and it wasgonna go further and you were
gonna get more bang for yourbuck, right.
So it was like our brandcompared to the leading brands.
That's solution-awarepositioning.
So you are primarily focused on.
In.
That's solution awarepositioning.
So you are primarily focused on.
(10:52):
In a very establishedmarketplace, you're primarily
focusing on why your solution isdifferent, and sometimes that
means AKA better.
It's a nice way of sayingbetter right Now.
It doesn't always have tonecessarily be that, but what
you want it to be is.
You want it to be better foryour specific people you want it
to be is you want it to bebetter for your specific people?
You want your solution to bethe blue ocean, and you can
(11:14):
utilize where others have failedto address that market.
And this is where, by the way,this is where you can flip big
corporations and create anadvantage for yourself, because
a lot of these big brandsthey're addressing a market that
is huge and so they don't havethe ability to create these
(11:35):
nuanced, specific products perse with specific messaging that
applies to a certain niche ofthe market.
So if it was just for women orif it was just for men or it was
I don't know specific use casesthat weren't broadly applying
to an entire market.
I don't know specific use casesthat weren't broadly applying
to an entire market.
So a lot of you can takeadvantage of that.
Where maybe you're in a coursespace and you sell courses and
(11:55):
there's other course creatorsthat have had big followings and
they're massive influencers,well, guess what?
Maybe you can do something thatthey haven't done.
Where and we did this where youhave coaching tiers and people
are willing to pay you tens ofthousands of dollars because the
other courses they've gonethrough.
Those people have so manypeople, they're servicing
(12:18):
communities of 17,000 or moreand they don't have the space,
bandwidth or ability in a lot ofcases to offer a higher ticket
coaching platform.
Right, they're.
They're too busy servicingpeople at their course level or
at their membership level to toprovide that tailored,
(12:38):
customized personal service ofone-on-one coaching or group
coaching.
And so we found that we foundthat there were some people that
entered the space long beforewe did, and what we found was
that they actually created a newopportunity in the marketplace
because they had educatedeverybody on this opportunity to
build online business.
But guess what?
Then the questions would arise.
(12:59):
Well, I don't know how thisapplies to me.
I don't know how to makeFacebook ads work for me.
I don't know how to make acontent calendar for my specific
business.
I don't know how to create aproductivity system for me as a
personality type, or me as abusy mompreneur, or me, as you
know, right X, y and Z.
And so what you can find is andthis always happens there's
(13:20):
always a new blue ocean in anymarket, ever.
And if there's not one, um,then somebody's about to create
one the industry leaders and sowe can stop looking at
competition as oh no, there's noroom for me.
We can see where they're beingunderserved, and sometimes that
just means that they're creatinga new market of opportunity
because of their size.
(13:41):
And it doesn't have to be that.
Again, it could be anything.
It's just your job to be astudent of your market and
understand where people feelunderserved, right?
So and that applies forphysical products, that applies
for services, that applies forcourses, it does not matter
there's always going to be a newopportunity to serve somebody
(14:01):
at a level that they'recurrently feeling underserved,
and so we always say this andthis is so, so important, right?
So?
Understanding problem andsolution aware is probably going
to be a game changer for you.
Just that alone, right?
And we did a recent promotionwhere we literally ran the exact
same offer from last yearLiterally the exact same offer.
The only thing we diddifferently is I took a look at
the sales page and I told Kim Iwas like Kim, we're solution
(14:23):
aware in this market.
Now, it's not problem aware.
I think the reason it did welllast year, but we did incredibly
well this year like, massivelyincreased our conversions and
actually did less to do that wemade sales out of take that
we've never made sales before.
In fact, we had many people, asI told you guys in a promotional
recap podcast today, recentlywe had people like basically
(14:44):
coming through the screenheckling us to give us their
credit card information to buyour program, to buy TBL, and we
were blown away.
I mean they were.
They were messaging Brian on anoff day, on a Saturday, when
we're not we're not evenavailable, which we take the day
off on every Saturday whenwe're not even available, which
we take the day off on everySaturday, and like messaging
three or four times just like Idon't want to miss it.
(15:05):
I don't want to miss it.
And so we went from over timeand this should give you some
encouragement as well where,when we first started TBL, we
had to basically give a trial,we had to prove it to people
that it was worth your time,attention and money, and that
was the only way we could getpeople into the program.
We were never able to sell itdirectly.
It was like, well, hopefullythey'll come in and they're
willing to pay a dollar, andthen we would wow people so much
(15:28):
that hopefully they would stayand it works.
Right, it worked.
But man, you feel like you'rebegging and sometimes I think a
lot of you feel like I'm reallybegging people to, like you know
, take a chance on this offerand I feel like I'm having to
give away the farm and overdeliver like crazy, like I don't
feel like this is sustainable.
And when you nail the messagingpart and you know your ICA
(15:48):
right, you know your idealclient avatar and then you know
your, your market sophistication, which you're going to learn
from your ICA, by the way.
So if you feel like I don'teven know, like I'm like I don't
know, chris, I could be bothWell, there's some homework for
you to go do a follow-up insightsurvey uh, work with you know,
speak to previous clients, uh,or or just get re-engaged,
(16:10):
because usually that answer uhwill come from talking to your
people.
What have you tried before tosolve X, y or Z problem?
What physical products have youused before in this specific
area that I'm selling somethingand follow up with?
How did you feel?
Did it meet your needs?
Did you find yourself desiringmore and what ways were you
(16:32):
desiring more?
The best marketers lean in withcuriosity.
That's just reality.
They're curious individuals andthey're able to utilize the
feedback and the data that theyreceive to make discernible,
directional decisions, movingforward with their brand and
with their marketing and theirmessaging.
And what you'll find is is whenyou can layer those two
together ICA, with propermessaging right, and if it's
(16:55):
solution, aware messaging thenreally understanding where they
felt underserved and where theyfelt like they could have gotten
a better service X, y or Z.
What you'll find is that it'sgoing to flow, whether you're
creating an Instagram reel orwhether you're doing a YouTube
video, or whether you're runninga blog or you're running a
sales page.
That clarity over time, as youget more immersed in your market
(17:18):
and as you're looking at otherbrands and seeing how they're
doing what they're doing andyou're being a student of the
game, right, it's one of themost important things you can do
as a business owner is to be astudent of marketing, because if
you can't market what you doeffectively, you will always
lose out.
Even if it's an inferiorservice to what you provide, an
inferior product to what youprovide, you will always lose
(17:39):
out to somebody that can marketbetter than you.
That's just a painful reality.
It's a painful truth, and I seebusiness owners all the time
that have a phenomenal product,a phenomenal service, and
they're struggling to make endsmeet, and it's because someone
else, even with an inferiorproduct or service, is able to
get their messaging in front ofother people and land it with
(18:02):
those people in such a way thatthey just outsell the other
person, even though it's anon-as-great-of-a-service.
So would it be an idealsituation in which everybody was
able to recognize, man, thevalue of this and this person's
not charging enough, and blah,blah, blah.
Yeah, that would be great, butit's our job to make them see
those things.
It's our job so that theyunderstand how we have something
(18:26):
that is made specifically forthem, that meets them exactly
where they're at.
And then, at that point, guys,what I can tell you is this it
becomes fun.
All this frustration withmarketing becomes really, really
fun.
Because here's the problem,right, and this is what we
always talk about, and so I justwant to qualify it further.
Guys, we love content, we lovesocial media.
We, contrary to popular belief,we rose to prominence because
(18:52):
of social media.
Like that was our shtick.
And so sometimes I think wedon't give a, we don't have the
full time and space to fullyexplain, like, our true position
on it.
The problem is.
What we've seen is this Peoplejump into the mechanics of doing
social media marketing.
They jump into the mechanics ofdoing blogs.
They're worried about the fancybells and whistles of chasing
algorithms and what's trendingand what music do I apply to my
(19:14):
reel, and this and this and this, or everybody's doing this and
everybody's doing that, buthere's the deal.
Doing this and everybody'sdoing that, but here's the deal
that is only as potent as themessaging is relevant for your
ICA.
When you know the ICA, when youknow them deeply and intimately
, because you've taken the timeto sharpen the ax and know who
(19:34):
these people are, you've takentime to get to know who they are
, how they feel and what theyreally desire, what's the
transformation they're seeking,what's the ultimate benefit that
they want, and then what, whereare they at right now?
When I say solution aware, it'sreally where are they at right
now?
What have they experienced?
And how do I meet them withsomething that is better for who
they are in this particularseason?
Right, when you can do that,then you take that very refined
(19:59):
messaging and you bring it toany of your marketing mechanics
Again, whether that's YouTube,blog, social media, etc.
And what you're going to findis, instead of just creating
more noise for the Internet,what you're going to realize is
that you're creating signal.
Signal is what you want tocreate, and not just signal for
the sake of getting engagement.
Signal for the people thatmatter to you and your business.
(20:21):
There's nothing better thanrealizing holy, wow, I am
attracting the exact person thatI wanna work with.
Not just people that will takeme up on my offer because I
undercut the price in the market, but people that truly are a
dream customer for me to workwith.
And now, with this refinedmessaging, I can go out every
day and find more people likethat.
(20:44):
People are showing up in my DMsbecause they're like oh my gosh,
this is exactly what I've beenlooking for.
People like they were doingwith us, emailing three, four
times in a day, on an off dayfor us, because they do not want
to miss out on your offer,trying to get approved four or
five times for a firm or Klarna,because they're like I have to
get this thousand dollar offer,I have to get approved for this.
People that literally willstart pitching you on them
(21:06):
because they want to end yourprogram so bad.
That's 100% possible when youpair the right messaging and you
understand your person at alevel of depth that allows you
to communicate with them, wherethey know that you know who they
are and now they understandwhat you offer.
Marketing first is about makingsure people feel like they're
understood and then, when theyget to your website, it's about
(21:28):
they understand you and what youhave to offer.
When you hit those twoalignments which all starts with
what I've talked about so farhere today, with ICA and market
sophistication game over Nowyou've got something scalable
and then the fun part starts tohappen.
Then you start scaling out andit goes beyond organic not that
you have to, but the pros payfor ads and if you want to have
a winning effort with paidadvertising on any platform,
(21:51):
that's how you do it.
Right there it's creating thatcampfire, so that gasoline is
the equivalence of the ads thatyou're going to run to it and
you can see and I went backhistorically and looked at some
some of our ads campaigns thatwe've run over the years that
have been successful.
We made something like 3000one-time sales in two months on
one offer that was reallyqualified, with ads going direct
(22:13):
to that offer.
We added 574 trials to thebusiness lounge at about 60 days
, literally.
Now that's life changing for alot of you Like.
Imagine if you had a membershipand you added 500 and almost
600 trials in two months yourlife could go from I don't know
how I'm going to grow thisbusiness or how I'm going to
make this work to I don't knowhow I'm going to keep up with
(22:34):
this growth.
And it was all because andother people, by the way, where
we crafted that ad, because wewent and worked with an ad
expert to do that almosteverybody else did not get
results.
Kim can testify to what I'mtelling you right now and tell
you I'm telling you exactly thetruth here.
People went to that sameworkshop where we worked on that
advertising the one I justmentioned, the one we made 3,000
(22:55):
sales and then I think we wenton to make 30,000 sales to that
offer with just that samecampaign, literally just direct
to a straight to an offer with aFacebook ad.
I would say of the bunch, two ofthem, us included.
So we were one of two thatactually got tangible results.
Why?
Because the other ones did nothave qualified offers and proper
messaging to the right person.
(23:16):
They had proven the offer.
They had no idea how to speakto an ideal client avatar and
they had no idea how to putmessaging together to sell them.
We came in with a sales pagethat was already converting
because we had proven it withorganic efforts and organic
traffic, and then we just putgasoline to the fire.
I can absolutely take youroffers to the next level.
(23:38):
If you have questions aboutthat, let me know in the
comments below on this episode.
You can actually comment below.
So if you have questions, makesure you drop those below and
we'll see you guys in the nextone.
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