September 15, 2024 • 20 mins
Are your marketing efforts falling short? Discover why many businesses miss the mark and how to turn things around. Inspired by David Ogilvy, we explore the power of deep audience research to uncover unique market opportunities. Learn to avoid the trap of competing on price alone and create products or services that truly resonate with your target market. Stay tuned!
FREE RESOURCES
📅 Download The FREE Content Calendar Template:
http://thecontentcalendartemplate.com/
📔 Download The FREE Success Path: https://kimberlyannjimenez.com/success-path/
📈 Sign Up for our FREE Profitable Content Class: http://profitabilityclass.com
📽️ Watch our FREE Content Creation Class: https://kimberlyannjimenez.com/content-class/
WORK WITH US:
✨ Join The Business Lounge Waitlist: https://kimberlyannjimenez.com/businesslounge/
➡️ The Content To Customers Workshop REPLAY: http://ContentToCustomers.Co
💻 Sales Funnels Bootcamp Replay: https://kimberlyannjimenez.com/funnels-bootcamp-p/
📌 Work With Kim & Chris 1:1: https://kimberlyannjimenez.com/tblc-waitlist/
✨ Grab The Content Calendar Playbook: https://kimberlyannjimenez.com/content-calendar-playbook/
✨ The Prosper Plan: https://kimberlyannjimenez.com/the-prosper-plan/
Hit us up on Instagram and tell us your biggest takeaway from the show!
✅ Kim: @kimannjimenez
✅ Chris: @heycmh
✅ The Business Lounge: @thebusinessloungeco
Grab The Content Calendar Playbook: http://contentcalendarplaybook.com
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
TBL fam.
Today we're going to talk aboutthe number one reason why your
marketing efforts are notleading to more sales.
Stick around.
Speaker 2 (00:17):
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 (00:38):
What's up guys?
Welcome back to the show.
My name is Chris.
Let's go ahead and jump intothis.
This was something we revealedyesterday to our group coaching
clients inside of what we callTBL Plus, which stands for the
Business Lounge Plus, which isagain the group coaching tier,
and they really benefited fromit a lot, and we've been trying
(00:59):
to figure out.
You know, how is our approachdifferent?
How have we helped people getthese incredible results?
It really starts with changingtheir mindset first, and
unfortunately, when you aretrying to change people's
mindsets, it doesn't really helpyou if you're batting up
against a lot of common beliefs.
We talk about this often inmarketing is tearing down common
beliefs.
A lot of times we'll havegeneral practices and
(01:23):
orthodoxies that we follow andwe don't even know why, and I'll
give you an example of onebefore we get into this.
Remember when you went tocollege, right, and there were
no assigned seats.
You could sit wherever youwanted to, and yet almost every
single person would probablycome and sit in the exact same
seat every single day for theentire semester.
So there's just generalpractices and procedures and
protocols and common beliefsthat we hold that we don't even
(01:45):
realize are present, and so it'sa matter of taking the
unconscious and making itconscious, and what's happened
in marketing is we havegenerally followed the masses in
a lot of ways and,unfortunately, the masses are
those that are seekingengagement, trying to gather
influence, build big followings,and not necessarily to
advertise or market for abusiness and if you're listening
(02:07):
to this show, you are likely aonline business owner, because
that's who we work with by andlarge.
So let's talk about theparadigm shift that we're going
to make here today, and there'sa graph that I'm having the team
clean up and it's going to beall of our website.
So make sure you stay tuned forthat, and or follow us on
YouTube, because I'll probablybe covering it there as well, to
(02:27):
show the visual representation,because it is really powerful.
But let's talk about it.
So we practice what we call atop-down marketing approach
versus the alternative, which iswhat we see largely play out in
the marketplace, called whatI'm calling the bottom-up
marketing approach.
Marketplace called what I'mcalling the bottom-up marketing
approach.
(02:48):
So let's start with the rightway.
Right, in my opinion, and thisis the way we've learned it from
the OGs of marketing, the DavidOgilvys, who's known as the
grandfather of modern marketing.
I mean, this was literally goback way back in the day and
this guy was basically founded alot of what we do today in
terms of the purism, or thepurity, rather, of marketing.
(03:08):
So basically, everything that hewas preaching and teaching is
about starting with researchingyour audience right, and what
happens when you do that isyou're able to find the unique
opportunity in your market.
You're able to understand yourpeople at a very deep and
intrinsic level.
You're able to understand theways in which they have been
(03:31):
underserved in the past by theother solutions in your market.
If they've hired a coach before, how was that experience?
If they were a member at acertain gym, how was that
experience before?
If they joined membershipsbefore, like an online program
or something, what was thatexperience like?
And what you'll find in havingthose conversations is it'll
guide you towards finding whatwe call your blue ocean right.
(03:53):
That was made famous by RussellBrunson, but it's really the new
opportunity and or thedifferentiated opportunity in
your marketplace which is soimportant.
And when you don't have thatdifferentiation, it's a race to
the bottom in price, becausewhen you can't differentiate in
the value proposition, what youend up doing is differentiating
on price and you're just goingto undercut the market with
(04:14):
cheap, cheap, cheap, and we'reseeing that a lot.
We're seeing these like lowticket memberships where they're
trying to serve 10s of 1000s ofpeople at $7 a month or
something and it's like man,you've got to have so many
people to make that businesswork and the headache alone with
the administrative stuff andthe support tickets alone is a
nightmare.
I can tell you, because we'vehad a big membership before
(04:36):
where we were serving lowerticket people and it was not fun
.
Those are the biggest screamers, are the people that are paying
the least amount of money.
It's crazy.
So the audience is your NorthNode right.
It's where you start.
It's what guides you.
You follow people, notplatforms.
We preach and teach that allthe time.
Now, through that going a rungdown and I did an upside down
(04:57):
triangle, so that's the topright.
Then we're going one step downto your product or service.
Now, as mentioned, youraudience will drive what that
product or service entails.
How is that product or servicegoing to be different?
What are the ways in whichyou're going to serve?
How is that product or servicegoing to be different?
What are the ways in whichyou're going to serve?
Whom are you going to serve?
Are you going to focus on acertain niche, a certain
demographic, a certain age group?
Right, all those things reallymatter and you're going to glean
(05:19):
that from that audienceresearch that you've done, from
all of those what we callinsight surveys.
Learning from your audience isgoing to determine the ways in
which you develop and designyour product and services, or
product or services.
Now, next rung down is offer.
So, once you know that, whatyou're going to do is you're
going to couple your ICA theideal person you want to work
(05:40):
with, that you learned from youraudience with the product and
services that you've now derivedthat are going to serve that
unique ICA, and you're going towrite up and create an offer.
Now you might say how is anoffer different from a product
or service?
An offer is how you package itup, it's how you sell it, it's
how you message it, it's how youmarket it.
So you're going to use all thisammunition that you've now
(06:02):
gathered to package something upthat speaks uniquely to that
specific person about thespecific products and how is
different which is a nice way ofsaying better than the other
services that they've maybetried and failed with before, or
how you're solving a problem ina new way.
Without that messaging, you'rejust selling a thing.
You're not selling somethingthat actually is gonna create
(06:23):
transformation, that's gonnaspeak to them at a deep level.
So that comes next, going anext level down, and I'll give
you a recap of these when we'redone here.
Next, going a next level down,and I'll give you a recap of
these when we're done here.
Going the next level down.
Now that you have all of that,you've got an offer, you know
how you're serving, you know whoyour people are.
It's your long-form content.
Now, if you've been around usfor a long time, you know we're
big advocates of long-formcontent.
The reason being is because wehave blogs, we have YouTube
(06:45):
videos, we have long-formcontent that has search ranked
for almost a decade at thispoint, meaning it is ranking so
high and it's ranking so highstill to this day, that we're
still getting leads, lead flowand we're still getting
opportunities from it everysingle day, even to this day.
Now, why does it matter thatwe're doing that next, after we
(07:07):
put these things together?
Because, again, now not only dowe have the audience, the
product, the offer, we're gonnawrite the long form content, but
through the lens of both theaudience and connecting it to
our product, service andofferings.
Because otherwise, if you juststart writing long form content,
what you'll find is this youjust wrote a bunch of free,
valuable information for theinternet.
(07:28):
You always wanna write throughthe lens of how does it connect
back to your specific audienceand to your specific people.
That way, when your long-formcontent is ranking, like ours
are, if you'll notice, a lot ofwhat Kim and myself have done
with that content is we'refinding ways to deliver value,
but we're selling through value.
We're tying it back to what wesell and how we serve, so that
(07:52):
people are aware of what we selland how we serve, so that
people are aware of what we do.
I can't tell you how many timespeople have come to us and they
say I get a lot of traffic butI'm not optimized for leads,
people don't buy my stuff andit's like, yeah, because you
didn't write it through the lensof how does it speak to my
specific people with my specificofferings?
It just makes sense, right?
So once we have thatestablished, we're going to put
(08:13):
out and build a strongfoundation of long form content
output, ideally, once a week,you'd be doing a blog or YouTube
video.
If you have the time and thebandwidth, you could do one of
each, or you could pick one,which is what we recommend if
you're brand new, and just dothat one.
Honestly, I started my firstbusiness just doing a blog.
It's one of the fastest ways tojust get your thoughts and
(08:37):
ideas out through the lens ofwho your people are, with your
services and offerings in mind.
Right, so?
A solid foundation there.
The next rundown is your microcontent.
Now, when I say micro content,what I'm really referring to is
largely social media content.
So, whether you're doingInstagram or Facebook or TikTok
or whatever you're on, the bestform that we have found in order
(08:57):
to do that is to take your longform content and break it into
multiple pieces of micro content, so you may be able to create
and Kim has taught this foryears inside of our content
calendar system program whereyou're creating tens, if not
hundreds, of pieces of contentfrom one blog, from one YouTube
(09:18):
video, right, so?
We create a lot of our reels,from our live trainings, from
our YouTube videos.
We'll pull quotes from theblogs that we wrote and we're
going to repurpose those inbite-sized format onto various
social media platforms.
Then, from there, we're goingto take that micro content and
the stuff that does well, we'regoing to throw it back into the
system and we're going to postit again in the future, because
(09:39):
why would you not use it again?
So the kicker is this Now we'vegot the audience as our North
guiding star.
We've got the product andservice that's curated
specifically for who we want toserve and who we're best
qualified to serve.
We've got an offer withappropriate messaging that
speaks to that person.
We've written long-form contentthat's going to work over time
and improve over time.
It's going to rank and it'sgoing to lead people to our
(09:59):
offerings.
And now we're going to leverageall of that into splintering
off micro content for socialmedia so that we're not spending
six hours a day which, by theway, was an average that was
found for small business ownersis they're spending up to six
hours a day creating content forsocial media.
Guys, that's a full-time job.
(10:19):
That's crazy.
No small business owner, noonline business owner, has time
for that.
I promise you.
I know that for a fact.
We work with enough of you toknow that, okay.
And then, lastly, the bottomrung, and this is one that maybe
makes you cringe a little bit,but is paid advertising.
Right, it's paid ads.
That doesn't mean you have todo it, but beyond six figures
(10:40):
requires ads.
If you want to go from, I wouldsay you get to 100,000, I don't
want to say easily, but withoutads you can get to 100,000.
Going from 100 to 500,000 or500,000 and beyond, it's case by
case, but by and large, itusually requires ads.
Now here's the kicker, though.
This is why it works in thismethodology, the top down
(11:02):
marketing methodology, becauseads should be throwing gasoline
on the fire, not just trying abunch of stuff and seeing what
sticks.
By the time you get to thatpoint, you've done all this work
leading up to this pointknowing your audience, selling
that offer, messaging itappropriately, the long-form
content's working.
You know what your people want,you know what they like to
consume, and you've seen it workon social media, because all of
that is based on research.
Right, it's not guessing, it'snot speculative, it's based on
(11:25):
research.
So then, what we're going to dois we're going to see what's
been working, what topics peoplelike to hear from you about the
ways that you've made the mostamount of sales, what gets
people in the door as a lead,and then we're going to make
sure that we just amplify that.
So I always say, the work thatyou're doing, the organic work,
the hustle work, the researchwork that's like building your
campfire.
You're sitting there, you'rerubbing your sticks together,
right, you're trying to get thatspark to fly and then, once you
(11:47):
get that fire going, you'regoing to then pour gasoline on
it In this case, the metaphorthat being the ads to really
make that, turn that into a bigold bonfire, right?
But if you just try to pour adson something that there's no
flame, it doesn't really doanything.
Maybe you get lucky, right,maybe you get really lucky and
we've seen guys do thatoccasionally but it's not
repeatable and we teachrepeatable foundational
(12:09):
processes around here.
So that's the top-downmarketing approach.
Now, that's what we teach,that's what we live by, that's
what the OGs in marketing havetaught, and we've embraced that
and tried to carry on thatlegacy of that very sound
marketing practice, right?
Let's talk about the flip side.
This is the side that most ofus are following right now, and
I'm not saying that to becritical, I'm not picking on
(12:31):
anybody here, it's just this ishow we've been led, and so raise
your hand to yourself.
Obviously I can't see you, butraise your hand if you can
resonate with what I'm about totell you.
Bottom of the barrel, right?
So instead of starting withaudience, what, what, what do
most of these people start with?
You get the marketing bros, thebro marketers, that they're
going to hack an ad together.
(12:52):
It's the fancy words and it'sthe gimmicks this and the models
in the background, and themoney and the cars and this and
that I'm not saying those guysdon't have success, because they
do, but a lot of the ones thataren't successful, the ones you
don't see, the ones that haven'tmade it, uh, they're hacking
and gimmicking and the ninjastrategies and stuff like that.
(13:12):
They're starting with the adsand it's largely not a really
differentiated offer.
It's just trying to putsomething out there, uh, that
sells a certain product, right,and maybe they get lucky, maybe
they make some sales, Maybe theyjust charge a very discounted
price and that's how they makemoney.
But we've all seen those people, right, it comes across as
gimmicky and it doesn't reallyhave any depth to it.
It doesn't really speak toanybody specifically.
It's a very much a commodityoffering, right?
(13:35):
Most of you aren't that.
Most of you don't start with ads, but that's really what we see
often with a lot of the bromarketer types, but where,
normally, where most of youstart is the next rung up, which
is micro content.
Now, what that means is this itmeans you start an Instagram
account and you put entrepreneurI own this company, founder of
this and then you just startposting content and the aim, or
(13:57):
the thought process is that, asyou put out content, it's going
to land with people and you'regoing to attract people and
you're going to figure it out asyou go.
Right, people are going to,you're going to post about this
and you're interested in thatand you're chasing this.
You know trending music andthat's going to get you exposure
, and so what you find is thatit's really not speaking to
anybody specifically.
You have a general idea of whoyou want to talk to.
(14:17):
Maybe it's like I work withwomen or I work with business
owners, right, but it's verybroad, it's not really specific.
It's not really specific, it'snot differentiated.
It's just I'm putting outcontent and hopefully I get a
lot of engagement and a bigfollowing and then maybe I'll
figure out what I want to sell,or maybe I'll start making sales
when my audience gets bigger,right?
So the problem is that itdoesn't really land with enough
people, right, because it's notreally specific, it's not
(14:39):
precise enough, because it's notbuilt on research, and so what
you're probably finding, ifyou're doing that is that, yeah,
you're creating a lot of stufffor the internet, but it's not
turning into a lot of sales,it's not moving people to DM you
to want to go to your salespages, it's not driving traffic
to your website, and so you'rekind of just a little frustrated
, you're getting a little bitoverwhelmed with the time
commitment that it takes andyou're just like why am I doing
(15:00):
this so much?
I'm spending six hours a daycreating this content and I'm
just not making sales.
And sometimes it feels like Ihave an expensive hobby.
And I say that with all thelove in the world because I
promise you, I have been theretoo and I have done that as well
, and that's why I'm giving youthis framework.
So usually that's where a lotof us start, right.
Next, you hear somebody like meor somebody like him say you
need to do long form content.
(15:21):
It's.
The reason your efforts aren'tworking is because you need to
be on YouTube, and that's wherepeople are, you know, making
money, and that's how they'regetting good leads.
Or they're doing a blog, andthat lives forever.
You've heard these people saythese things.
Right, it needs to serve, itneeds to rank for search and so
on and so forth.
And so you start writing a blog.
But here's the problem is, it'snot researched.
It's still not researched.
It's just now.
(15:42):
I'm just creating either evenlonger form content and I'm just
writing about what I want towrite about, but it isn't
connected to a specific personthat I want to sell and, more
importantly, I don't really havean offer that I want to connect
it to.
That speaks with a lot ofvelocity to the offer, meaning
people aren't going to see thatand be like, oh my gosh, this is
exactly what I've been lookingfor, because you started at the
(16:02):
wrong end of the spectrum butyou've been told that's what you
need to do.
So you create long form content.
Maybe you went to Google trendsor Uber suggests or something
and you looked up some termsthat you could rank for and you
just put in those blogs andlet's see what happens.
Let's see if I get trafficRight.
But again, it's not strategic,it's just I can actually maybe
get some traffic from this, butwe're not reverse engineering
the actual sales process.
(16:23):
It's like we'll get to theselling.
We're not ready to sell yet.
We'll get to the selling andI'm here to tell you that's not
the right way to go about it.
Right.
Then, once we're doing that,we're like well, I'm going to
put an offer together.
Right, I can you start selling?
I'm tired of doing this forfree.
I'm tired of whatever I'm goingto, you know, put on my bio
like I sell this or I do that,or DM me for whatever.
(16:43):
And so you try to put togetheran offer, right, and then you
tie that offer to a product orservice right, you're putting
those two together inconjunction and you're trying to
massage that and send people toit.
And what have you?
And you know people aren'ttaking you up on it and you're
like, oh my gosh, when I launchor I talk about, I go live and
talk about a product I'm selling, I get crickets and nobody's
really engaged with what I'mdoing.
Um, I'm not making enough sales.
(17:05):
I make, if I really, reallyhustle, maybe I make some sales,
but I feel like I'm not gettingpaid what I'm worth.
These are things we hear all theall the time, right?
So that's the next rung up fromthat, that path that we're
talking about, from bottom upversus top down, and then
finally, finally, we'll seepeople, and often and it's sad,
but we do see a lot of peoplethat come to us that say I'm
(17:26):
finally ready to connect with anaudience, right?
So all of that to say is you'regoing from the bottom up,
hoping that you'll land with anaudience, but without actually
researching the audience first.
How much sense does that make,right?
So the metaphor that I like touse is this Anybody can sit down
and put together a casserole,right, you can throw it together
(17:47):
, you can figure it out.
Maybe it tastes good, maybe itdoesn't right, but having a
recipe makes it so much easier.
Why would we not do that?
It's like men putting togetherfurniture at Ikea.
Sure, they can figure it out,but how many times do you have
to put it together and take itapart and figure this out and
analyze this?
It takes a lot longer, a lotlonger.
So we always want to have aguiding star in anything that we
(18:08):
do, whether that's the recipebook or whether that's the
instruction manual to putsomething together.
We want to make our lives asseamless and as easy as possible
with the most direct point A topoint B that we can possibly
create.
Your audience is your direct Ato B.
It is your straightest linethat you can possibly create.
When you have that, when youknow who your person is when
you're speaking them directly,the rest of it should fall into
place.
When you have that, when youknow who your person is when
you're speaking them directly,the rest of it should fall into
place.
When you do bottom-up marketingand you're trying to start from
(18:30):
the bottom and then force yourway all the way up to try to
reach an audience that's notqualified, vetted or researched,
it's harder than it needs to beand it takes a long time.
Maybe you land with something.
Maybe after a year or two youput out enough content on social
media that gets people andyou're like, ah, when I do this,
they like it.
But it's harder than it needsto be.
If you talk to your audiencefirst and it's as simple as
(18:52):
doing some insight surveys,which we teach inside the
Business Knowledge Membership wecan literally do 10 of those
one-to-ones, learn who we wantto serve and then start building
from there.
That's the foundation that'sgoing to make things everything.
That's going to make everythingmuch clearer, and then from
there we can say great, I knowwho and how I serve, in the ways
that my alignment of my skillsis also in alignment with who
(19:14):
these people are and whatthey're looking for in the ways
they've been underserved.
So, again, hopefully this givesyou a little bit of an insight.
I hope this gave you some ahamoments like, oh my gosh, I we
we taught this.
Yesterday.
People were like I have beendoing bottom up and that's all
I've ever been taught.
I've only been taught bottom upmarketing.
And so I'm here to give yousome newfound hope and hopefully
you now have that.
Maybe you're in a situationwhere you're frustrated or
(19:34):
you're overwhelmed or you're notgetting the results that you
want and, hearing this, you'relike I can do that, because
here's the deal, guys Businessdoesn't have to be hard.
It's a matter of figuring outwhat works and doing more of
that.
Sometimes we overcomplicatethings.
When you start with youraudience and you build from
there, you're making your lifeso much easier.
So, again, I'm going to includethis graph on our website.
You're going to see a lot moreof it and actually, from a
(19:56):
visual representation standpoint, it's very clear what we just
talked about.
But you get the general gistand I did the best I could with
this medium and I will probablybe covering it on our YouTube
channel as well in the nearfuture.
Hope you guys enjoyed it.
Make sure to subscribe to theshow for more of this.
Leave us a five-star review ifyou feel like we earned it and
we will see you guys in the nextone.
TBL fam.
Today we're going to talk aboutthe number one reason why your
marketing efforts are notleading to more sales.
Stick around.
Speaker 2 (00:17):
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 (00:38):
What's up guys?
Welcome back to the show.
My name is Chris.
Let's go ahead and jump intothis.
This was something we revealedyesterday to our group coaching
clients inside of what we callTBL Plus, which stands for the
Business Lounge Plus, which isagain the group coaching tier,
and they really benefited fromit a lot, and we've been trying
(00:59):
to figure out.
You know, how is our approachdifferent?
How have we helped people getthese incredible results?
It really starts with changingtheir mindset first, and
unfortunately, when you aretrying to change people's
mindsets, it doesn't really helpyou if you're batting up
against a lot of common beliefs.
We talk about this often inmarketing is tearing down common
beliefs.
A lot of times we'll havegeneral practices and
(01:23):
orthodoxies that we follow andwe don't even know why, and I'll
give you an example of onebefore we get into this.
Remember when you went tocollege, right, and there were
no assigned seats.
You could sit wherever youwanted to, and yet almost every
single person would probablycome and sit in the exact same
seat every single day for theentire semester.
So there's just generalpractices and procedures and
protocols and common beliefsthat we hold that we don't even
(01:45):
realize are present, and so it'sa matter of taking the
unconscious and making itconscious, and what's happened
in marketing is we havegenerally followed the masses in
a lot of ways and,unfortunately, the masses are
those that are seekingengagement, trying to gather
influence, build big followings,and not necessarily to
advertise or market for abusiness and if you're listening
(02:07):
to this show, you are likely aonline business owner, because
that's who we work with by andlarge.
So let's talk about theparadigm shift that we're going
to make here today, and there'sa graph that I'm having the team
clean up and it's going to beall of our website.
So make sure you stay tuned forthat, and or follow us on
YouTube, because I'll probablybe covering it there as well, to
(02:27):
show the visual representation,because it is really powerful.
But let's talk about it.
So we practice what we call atop-down marketing approach
versus the alternative, which iswhat we see largely play out in
the marketplace, called whatI'm calling the bottom-up
marketing approach.
Marketplace called what I'mcalling the bottom-up marketing
approach.
(02:48):
So let's start with the rightway.
Right, in my opinion, and thisis the way we've learned it from
the OGs of marketing, the DavidOgilvys, who's known as the
grandfather of modern marketing.
I mean, this was literally goback way back in the day and
this guy was basically founded alot of what we do today in
terms of the purism, or thepurity, rather, of marketing.
(03:08):
So basically, everything that hewas preaching and teaching is
about starting with researchingyour audience right, and what
happens when you do that isyou're able to find the unique
opportunity in your market.
You're able to understand yourpeople at a very deep and
intrinsic level.
You're able to understand theways in which they have been
(03:31):
underserved in the past by theother solutions in your market.
If they've hired a coach before, how was that experience?
If they were a member at acertain gym, how was that
experience before?
If they joined membershipsbefore, like an online program
or something, what was thatexperience like?
And what you'll find in havingthose conversations is it'll
guide you towards finding whatwe call your blue ocean right.
(03:53):
That was made famous by RussellBrunson, but it's really the new
opportunity and or thedifferentiated opportunity in
your marketplace which is soimportant.
And when you don't have thatdifferentiation, it's a race to
the bottom in price, becausewhen you can't differentiate in
the value proposition, what youend up doing is differentiating
on price and you're just goingto undercut the market with
(04:14):
cheap, cheap, cheap, and we'reseeing that a lot.
We're seeing these like lowticket memberships where they're
trying to serve 10s of 1000s ofpeople at $7 a month or
something and it's like man,you've got to have so many
people to make that businesswork and the headache alone with
the administrative stuff andthe support tickets alone is a
nightmare.
I can tell you, because we'vehad a big membership before
(04:36):
where we were serving lowerticket people and it was not fun
.
Those are the biggest screamers, are the people that are paying
the least amount of money.
It's crazy.
So the audience is your NorthNode right.
It's where you start.
It's what guides you.
You follow people, notplatforms.
We preach and teach that allthe time.
Now, through that going a rungdown and I did an upside down
(04:57):
triangle, so that's the topright.
Then we're going one step downto your product or service.
Now, as mentioned, youraudience will drive what that
product or service entails.
How is that product or servicegoing to be different?
What are the ways in whichyou're going to serve?
How is that product or servicegoing to be different?
What are the ways in whichyou're going to serve?
Whom are you going to serve?
Are you going to focus on acertain niche, a certain
demographic, a certain age group?
Right, all those things reallymatter and you're going to glean
(05:19):
that from that audienceresearch that you've done, from
all of those what we callinsight surveys.
Learning from your audience isgoing to determine the ways in
which you develop and designyour product and services, or
product or services.
Now, next rung down is offer.
So, once you know that, whatyou're going to do is you're
going to couple your ICA theideal person you want to work
(05:40):
with, that you learned from youraudience with the product and
services that you've now derivedthat are going to serve that
unique ICA, and you're going towrite up and create an offer.
Now you might say how is anoffer different from a product
or service?
An offer is how you package itup, it's how you sell it, it's
how you message it, it's how youmarket it.
So you're going to use all thisammunition that you've now
(06:02):
gathered to package something upthat speaks uniquely to that
specific person about thespecific products and how is
different which is a nice way ofsaying better than the other
services that they've maybetried and failed with before, or
how you're solving a problem ina new way.
Without that messaging, you'rejust selling a thing.
You're not selling somethingthat actually is gonna create
(06:23):
transformation, that's gonnaspeak to them at a deep level.
So that comes next, going anext level down, and I'll give
you a recap of these when we'redone here.
Next, going a next level down,and I'll give you a recap of
these when we're done here.
Going the next level down.
Now that you have all of that,you've got an offer, you know
how you're serving, you know whoyour people are.
It's your long-form content.
Now, if you've been around usfor a long time, you know we're
big advocates of long-formcontent.
The reason being is because wehave blogs, we have YouTube
(06:45):
videos, we have long-formcontent that has search ranked
for almost a decade at thispoint, meaning it is ranking so
high and it's ranking so highstill to this day, that we're
still getting leads, lead flowand we're still getting
opportunities from it everysingle day, even to this day.
Now, why does it matter thatwe're doing that next, after we
(07:07):
put these things together?
Because, again, now not only dowe have the audience, the
product, the offer, we're gonnawrite the long form content, but
through the lens of both theaudience and connecting it to
our product, service andofferings.
Because otherwise, if you juststart writing long form content,
what you'll find is this youjust wrote a bunch of free,
valuable information for theinternet.
(07:28):
You always wanna write throughthe lens of how does it connect
back to your specific audienceand to your specific people.
That way, when your long-formcontent is ranking, like ours
are, if you'll notice, a lot ofwhat Kim and myself have done
with that content is we'refinding ways to deliver value,
but we're selling through value.
We're tying it back to what wesell and how we serve, so that
(07:52):
people are aware of what we selland how we serve, so that
people are aware of what we do.
I can't tell you how many timespeople have come to us and they
say I get a lot of traffic butI'm not optimized for leads,
people don't buy my stuff andit's like, yeah, because you
didn't write it through the lensof how does it speak to my
specific people with my specificofferings?
It just makes sense, right?
So once we have thatestablished, we're going to put
(08:13):
out and build a strongfoundation of long form content
output, ideally, once a week,you'd be doing a blog or YouTube
video.
If you have the time and thebandwidth, you could do one of
each, or you could pick one,which is what we recommend if
you're brand new, and just dothat one.
Honestly, I started my firstbusiness just doing a blog.
It's one of the fastest ways tojust get your thoughts and
(08:37):
ideas out through the lens ofwho your people are, with your
services and offerings in mind.
Right, so?
A solid foundation there.
The next rundown is your microcontent.
Now, when I say micro content,what I'm really referring to is
largely social media content.
So, whether you're doingInstagram or Facebook or TikTok
or whatever you're on, the bestform that we have found in order
(08:57):
to do that is to take your longform content and break it into
multiple pieces of micro content, so you may be able to create
and Kim has taught this foryears inside of our content
calendar system program whereyou're creating tens, if not
hundreds, of pieces of contentfrom one blog, from one YouTube
(09:18):
video, right, so?
We create a lot of our reels,from our live trainings, from
our YouTube videos.
We'll pull quotes from theblogs that we wrote and we're
going to repurpose those inbite-sized format onto various
social media platforms.
Then, from there, we're goingto take that micro content and
the stuff that does well, we'regoing to throw it back into the
system and we're going to postit again in the future, because
(09:39):
why would you not use it again?
So the kicker is this Now we'vegot the audience as our North
guiding star.
We've got the product andservice that's curated
specifically for who we want toserve and who we're best
qualified to serve.
We've got an offer withappropriate messaging that
speaks to that person.
We've written long-form contentthat's going to work over time
and improve over time.
It's going to rank and it'sgoing to lead people to our
(09:59):
offerings.
And now we're going to leverageall of that into splintering
off micro content for socialmedia so that we're not spending
six hours a day which, by theway, was an average that was
found for small business ownersis they're spending up to six
hours a day creating content forsocial media.
Guys, that's a full-time job.
(10:19):
That's crazy.
No small business owner, noonline business owner, has time
for that.
I promise you.
I know that for a fact.
We work with enough of you toknow that, okay.
And then, lastly, the bottomrung, and this is one that maybe
makes you cringe a little bit,but is paid advertising.
Right, it's paid ads.
That doesn't mean you have todo it, but beyond six figures
(10:40):
requires ads.
If you want to go from, I wouldsay you get to 100,000, I don't
want to say easily, but withoutads you can get to 100,000.
Going from 100 to 500,000 or500,000 and beyond, it's case by
case, but by and large, itusually requires ads.
Now here's the kicker, though.
This is why it works in thismethodology, the top down
(11:02):
marketing methodology, becauseads should be throwing gasoline
on the fire, not just trying abunch of stuff and seeing what
sticks.
By the time you get to thatpoint, you've done all this work
leading up to this pointknowing your audience, selling
that offer, messaging itappropriately, the long-form
content's working.
You know what your people want,you know what they like to
consume, and you've seen it workon social media, because all of
that is based on research.
Right, it's not guessing, it'snot speculative, it's based on
(11:25):
research.
So then, what we're going to dois we're going to see what's
been working, what topics peoplelike to hear from you about the
ways that you've made the mostamount of sales, what gets
people in the door as a lead,and then we're going to make
sure that we just amplify that.
So I always say, the work thatyou're doing, the organic work,
the hustle work, the researchwork that's like building your
campfire.
You're sitting there, you'rerubbing your sticks together,
right, you're trying to get thatspark to fly and then, once you
(11:47):
get that fire going, you'regoing to then pour gasoline on
it In this case, the metaphorthat being the ads to really
make that, turn that into a bigold bonfire, right?
But if you just try to pour adson something that there's no
flame, it doesn't really doanything.
Maybe you get lucky, right,maybe you get really lucky and
we've seen guys do thatoccasionally but it's not
repeatable and we teachrepeatable foundational
(12:09):
processes around here.
So that's the top-downmarketing approach.
Now, that's what we teach,that's what we live by, that's
what the OGs in marketing havetaught, and we've embraced that
and tried to carry on thatlegacy of that very sound
marketing practice, right?
Let's talk about the flip side.
This is the side that most ofus are following right now, and
I'm not saying that to becritical, I'm not picking on
(12:31):
anybody here, it's just this ishow we've been led, and so raise
your hand to yourself.
Obviously I can't see you, butraise your hand if you can
resonate with what I'm about totell you.
Bottom of the barrel, right?
So instead of starting withaudience, what, what, what do
most of these people start with?
You get the marketing bros, thebro marketers, that they're
going to hack an ad together.
(12:52):
It's the fancy words and it'sthe gimmicks this and the models
in the background, and themoney and the cars and this and
that I'm not saying those guysdon't have success, because they
do, but a lot of the ones thataren't successful, the ones you
don't see, the ones that haven'tmade it, uh, they're hacking
and gimmicking and the ninjastrategies and stuff like that.
(13:12):
They're starting with the adsand it's largely not a really
differentiated offer.
It's just trying to putsomething out there, uh, that
sells a certain product, right,and maybe they get lucky, maybe
they make some sales, Maybe theyjust charge a very discounted
price and that's how they makemoney.
But we've all seen those people, right, it comes across as
gimmicky and it doesn't reallyhave any depth to it.
It doesn't really speak toanybody specifically.
It's a very much a commodityoffering, right?
(13:35):
Most of you aren't that.
Most of you don't start with ads, but that's really what we see
often with a lot of the bromarketer types, but where,
normally, where most of youstart is the next rung up, which
is micro content.
Now, what that means is this itmeans you start an Instagram
account and you put entrepreneurI own this company, founder of
this and then you just startposting content and the aim, or
(13:57):
the thought process is that, asyou put out content, it's going
to land with people and you'regoing to attract people and
you're going to figure it out asyou go.
Right, people are going to,you're going to post about this
and you're interested in thatand you're chasing this.
You know trending music andthat's going to get you exposure
, and so what you find is thatit's really not speaking to
anybody specifically.
You have a general idea of whoyou want to talk to.
(14:17):
Maybe it's like I work withwomen or I work with business
owners, right, but it's verybroad, it's not really specific.
It's not really specific, it'snot differentiated.
It's just I'm putting outcontent and hopefully I get a
lot of engagement and a bigfollowing and then maybe I'll
figure out what I want to sell,or maybe I'll start making sales
when my audience gets bigger,right?
So the problem is that itdoesn't really land with enough
people, right, because it's notreally specific, it's not
(14:39):
precise enough, because it's notbuilt on research, and so what
you're probably finding, ifyou're doing that is that, yeah,
you're creating a lot of stufffor the internet, but it's not
turning into a lot of sales,it's not moving people to DM you
to want to go to your salespages, it's not driving traffic
to your website, and so you'rekind of just a little frustrated
, you're getting a little bitoverwhelmed with the time
commitment that it takes andyou're just like why am I doing
(15:00):
this so much?
I'm spending six hours a daycreating this content and I'm
just not making sales.
And sometimes it feels like Ihave an expensive hobby.
And I say that with all thelove in the world because I
promise you, I have been theretoo and I have done that as well
, and that's why I'm giving youthis framework.
So usually that's where a lotof us start, right.
Next, you hear somebody like meor somebody like him say you
need to do long form content.
(15:21):
It's.
The reason your efforts aren'tworking is because you need to
be on YouTube, and that's wherepeople are, you know, making
money, and that's how they'regetting good leads.
Or they're doing a blog, andthat lives forever.
You've heard these people saythese things.
Right, it needs to serve, itneeds to rank for search and so
on and so forth.
And so you start writing a blog.
But here's the problem is, it'snot researched.
It's still not researched.
It's just now.
(15:42):
I'm just creating either evenlonger form content and I'm just
writing about what I want towrite about, but it isn't
connected to a specific personthat I want to sell and, more
importantly, I don't really havean offer that I want to connect
it to.
That speaks with a lot ofvelocity to the offer, meaning
people aren't going to see thatand be like, oh my gosh, this is
exactly what I've been lookingfor, because you started at the
(16:02):
wrong end of the spectrum butyou've been told that's what you
need to do.
So you create long form content.
Maybe you went to Google trendsor Uber suggests or something
and you looked up some termsthat you could rank for and you
just put in those blogs andlet's see what happens.
Let's see if I get trafficRight.
But again, it's not strategic,it's just I can actually maybe
get some traffic from this, butwe're not reverse engineering
the actual sales process.
(16:23):
It's like we'll get to theselling.
We're not ready to sell yet.
We'll get to the selling andI'm here to tell you that's not
the right way to go about it.
Right.
Then, once we're doing that,we're like well, I'm going to
put an offer together.
Right, I can you start selling?
I'm tired of doing this forfree.
I'm tired of whatever I'm goingto, you know, put on my bio
like I sell this or I do that,or DM me for whatever.
(16:43):
And so you try to put togetheran offer, right, and then you
tie that offer to a product orservice right, you're putting
those two together inconjunction and you're trying to
massage that and send people toit.
And what have you?
And you know people aren'ttaking you up on it and you're
like, oh my gosh, when I launchor I talk about, I go live and
talk about a product I'm selling, I get crickets and nobody's
really engaged with what I'mdoing.
Um, I'm not making enough sales.
(17:05):
I make, if I really, reallyhustle, maybe I make some sales,
but I feel like I'm not gettingpaid what I'm worth.
These are things we hear all theall the time, right?
So that's the next rung up fromthat, that path that we're
talking about, from bottom upversus top down, and then
finally, finally, we'll seepeople, and often and it's sad,
but we do see a lot of peoplethat come to us that say I'm
(17:26):
finally ready to connect with anaudience, right?
So all of that to say is you'regoing from the bottom up,
hoping that you'll land with anaudience, but without actually
researching the audience first.
How much sense does that make,right?
So the metaphor that I like touse is this Anybody can sit down
and put together a casserole,right, you can throw it together
(17:47):
, you can figure it out.
Maybe it tastes good, maybe itdoesn't right, but having a
recipe makes it so much easier.
Why would we not do that?
It's like men putting togetherfurniture at Ikea.
Sure, they can figure it out,but how many times do you have
to put it together and take itapart and figure this out and
analyze this?
It takes a lot longer, a lotlonger.
So we always want to have aguiding star in anything that we
(18:08):
do, whether that's the recipebook or whether that's the
instruction manual to putsomething together.
We want to make our lives asseamless and as easy as possible
with the most direct point A topoint B that we can possibly
create.
Your audience is your direct Ato B.
It is your straightest linethat you can possibly create.
When you have that, when youknow who your person is when
you're speaking them directly,the rest of it should fall into
place.
When you have that, when youknow who your person is when
you're speaking them directly,the rest of it should fall into
place.
When you do bottom-up marketingand you're trying to start from
(18:30):
the bottom and then force yourway all the way up to try to
reach an audience that's notqualified, vetted or researched,
it's harder than it needs to beand it takes a long time.
Maybe you land with something.
Maybe after a year or two youput out enough content on social
media that gets people andyou're like, ah, when I do this,
they like it.
But it's harder than it needsto be.
If you talk to your audiencefirst and it's as simple as
(18:52):
doing some insight surveys,which we teach inside the
Business Knowledge Membership wecan literally do 10 of those
one-to-ones, learn who we wantto serve and then start building
from there.
That's the foundation that'sgoing to make things everything.
That's going to make everythingmuch clearer, and then from
there we can say great, I knowwho and how I serve, in the ways
that my alignment of my skillsis also in alignment with who
(19:14):
these people are and whatthey're looking for in the ways
they've been underserved.
So, again, hopefully this givesyou a little bit of an insight.
I hope this gave you some ahamoments like, oh my gosh, I we
we taught this.
Yesterday.
People were like I have beendoing bottom up and that's all
I've ever been taught.
I've only been taught bottom upmarketing.
And so I'm here to give yousome newfound hope and hopefully
you now have that.
Maybe you're in a situationwhere you're frustrated or
(19:34):
you're overwhelmed or you're notgetting the results that you
want and, hearing this, you'relike I can do that, because
here's the deal, guys Businessdoesn't have to be hard.
It's a matter of figuring outwhat works and doing more of
that.
Sometimes we overcomplicatethings.
When you start with youraudience and you build from
there, you're making your lifeso much easier.
So, again, I'm going to includethis graph on our website.
You're going to see a lot moreof it and actually, from a
(19:56):
visual representation standpoint, it's very clear what we just
talked about.
But you get the general gistand I did the best I could with
this medium and I will probablybe covering it on our YouTube
channel as well in the nearfuture.
Hope you guys enjoyed it.
Make sure to subscribe to theshow for more of this.
Leave us a five-star review ifyou feel like we earned it and
we will see you guys in the nextone.
Popular Podcasts
Stuff You Should Know
If you've ever wanted to know about champagne, satanism, the Stonewall Uprising, chaos theory, LSD, El Nino, true crime and Rosa Parks, then look no further. Josh and Chuck have you covered.
My Favorite Murder with Karen Kilgariff and Georgia Hardstark
My Favorite Murder is a true crime comedy podcast hosted by Karen Kilgariff and Georgia Hardstark. Each week, Karen and Georgia share compelling true crimes and hometown stories from friends and listeners. Since MFM launched in January of 2016, Karen and Georgia have shared their lifelong interest in true crime and have covered stories of infamous serial killers like the Night Stalker, mysterious cold cases, captivating cults, incredible survivor stories and important events from history like the Tulsa race massacre of 1921. My Favorite Murder is part of the Exactly Right podcast network that provides a platform for bold, creative voices to bring to life provocative, entertaining and relatable stories for audiences everywhere. The Exactly Right roster of podcasts covers a variety of topics including historic true crime, comedic interviews and news, science, pop culture and more. Podcasts on the network include Buried Bones with Kate Winkler Dawson and Paul Holes, That's Messed Up: An SVU Podcast, This Podcast Will Kill You, Bananas and more.
The Joe Rogan Experience
The official podcast of comedian Joe Rogan.