13 Years of Marketing Advice in 85 Mins
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0:00Поглавје 1: I've been marketing for 13 years. 299s · Speaker 1
I've been marketing for 13 years. I built and sold nine companies. I sold my last company for $46 .2 million to American Pacific Group. I've also written two books on marketing that have sold over a million copies. Here's 13 years of market…
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5:00
I actually did it as a non -profit for charity so that I could get clients in the door and test out whether my stuff actually worked and that I could deliver services. And when you're having the conversation with those first few people, whe…
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6:44Поглавје 3: Like, what should I do to make my content better? 76s · Speaker 2
Like, what should I do to make my content better? And he's like, dude, he's like, you don't need to make your content better. He's like, you're just not making anything. And so what he did was he pulled up his profile on LinkedIn and he pul…
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8:01
oh, all of the things in volume that work in sales, that work in customer success, that work in product in terms of iterations, the same concepts apply to advertising and marketing. Like you just need to do a lot in order to figure out what…
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13:04Поглавје 5: And if the answer is nothing, then we 10x the business. 300s · Speaker 1
And if the answer is nothing, then we 10x the business. Now, most times there is something that would break, like what would break first? And so as soon as we identify what is the first thing that would break if we 2x'd, 5x, 10x'd, we then …
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18:04
even across on the content side, that if we have two different thumbnails, You can literally see the average view duration go up by two or three minutes sometimes simply by changing the thumb that people click before they watch the video. I…
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19:56Поглавје 7: you have like, I, I, I do 10 times the. 280s · Speaker 4
you have like, I, I, I do 10 times the. on the first five seconds, 10 times, actually 10 times. So if I have an hour, I would spend 55 minutes on the first five seconds and then five minutes on everything that's after that. Like that's the …
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24:36Поглавје 8: only you look. 235s · Speaker 5
only you look. But again, they all get attention. And so I try to make my call -outs as specific as possible to get the right people, but broad enough to get as many of them as I can. So pay close attention to advertisers who use call -outs…
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28:32Поглавје 9: right? And that's what people I think a lot of times mess up is they don't even know what their gross profit is and then they spend blindly. 301s · Speaker 3
right? And that's what people I think a lot of times mess up is they don't even know what their gross profit is and then they spend blindly. So I'll tell you a fun one. So if you've seen Starbucks advertise, now a lot of them, they just use…
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33:34Поглавје 10: Stuff that is tried and true. 148s · Speaker 1
Stuff that is tried and true. I'm not gonna try and reinvent the wheel. We've already spent zillions and zillions of dollars. I know that these hooks, these entrances work well. Now 20%, the last 10, is where I get to use all my inspiration…
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36:03Поглавје 11: But it murdered. 247s · Speaker 2
But it murdered. It absolutely crushed. And so, rather than say, wow, Okay, well, that was nice. Let's try and do that. Let's try and get somebody else to see that. We took that and we squeezed the living life out of it. And so here's 10 th…
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40:11
realistically, and I'll get to some of the specifics on this, is that in order to get more leads, you need to be able to do so profitably, which then comes back down to the business and building the business back to front. We advertise fron…
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44:20Поглавје 13: lo and behold, your stats get better. 152s · Speaker 5
lo and behold, your stats get better. And then you can state the facts and tell the truth and have that truth be wildly compelling. And so real talk, part of the reason that Gym Launch to this day has still not been beaten or dethroned as t…
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46:52Поглавје 14: right? And so it covers all four of those. 164s · Speaker 3
right? And so it covers all four of those. So when you're making these, you want to hit all four of those things when you're explaining the data publicly. And I will say that the fewer conditions you have, the more compelling it is. Because…
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49:37Поглавје 15: you know, you know, I spent, I spent 20 hours making a summary of this book and you can read the whole thing in 10 minutes. 300s · Speaker 5
you know, you know, I spent, I spent 20 hours making a summary of this book and you can read the whole thing in 10 minutes. That's why summaries still always work. right? Because people want to get a deal on their time. If they get the same…
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54:38Поглавје 16: We literally only worked with micro gyms that did before and afters of weight loss and transformations. 109s · Speaker 1
We literally only worked with micro gyms that did before and afters of weight loss and transformations. They had to do fitness and weights or some combination of those. That was it. That's a niche of a niche of a niche. And that business st…
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56:28
Now, despite me saying these five ways of expanding and everyone gets their juices, you know, their jollies off by thinking about how they're going to expand, most time I'm going to start with that original story, which is that you can make…
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1:00:53
If you do, it gets really hard to get out of that game because sometimes you take the wrong steps, you artificially inflate revenue, and then you increase costs to sustain that revenue, but it was the wrong strategic move. But then you can'…
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1:05:54
Like humanity, if you told us hundreds of years ago that we'd have the Internet in our hands and we'd have air conditioning and Wi -Fi and all this stuff, we'd be like, oh my God, all of our problems are solved. But we have more problems no…
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1:07:35Поглавје 20: Profit. from 5 ,800 followers on Instagram. 302s · Speaker 4
Profit. from 5 ,800 followers on Instagram. She had no other platform. She sourced 100 % from Instagram. And this blew my mind. I mean, like, I say this stuff, but having that level, like it was such an extreme example of tiny audience, big…
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1:12:37Поглавје 21: and I allow my marketing messaging to attract the higher quality customers. 167s · Speaker 1
and I allow my marketing messaging to attract the higher quality customers. So this allows me to go upmarket or narrower and give away all the other stuff so I can create my more qualified customers. The amount of businesses that I know tha…
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1:15:25Поглавје 22: yes, we optimize our advertising from front to back. 300s · Speaker 4
yes, we optimize our advertising from front to back. We put our effort on the front. But in terms of where our LTV comes from, we work from back to front so that we can spend more on the front end. A big problem in terms of efficiency is th…
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1:20:26
And I think this is one that's going to break a lot of your beliefs. And so I want to really emphasize this one because it's important. Once you start making content, once you start running ads and you start putting stuff out publicly, you …
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1:24:28
right? And so the idea here is that you put out significantly more, but we have this assumption that everyone's paying attention and no one is. And so we put out tons of volume with the hope that we catch one person on that one day. And you…