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generating and development of marketing · We can build our mental health naturally

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  Speaker 1: If I could give every small business owner out there
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  Speaker 1: one piece of marketing advice, it'd be this. Stop trying
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  Speaker 1: to sell everything to everyone and start selling just one
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  Speaker 1: really good thing to the right people. Now, here's why
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  Speaker 1: this matters. Most businesses think that more offers equals more revenue,
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  Speaker 1: but more offers usually just means more confusion, both to
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  Speaker 1: you as the business owner and also to your customers.
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  Speaker 1: And confused customers, they don't buy. But when you build
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  Speaker 1: your brand and your business around one core offer, the
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  Speaker 1: most valuable, scalable, and in-demand solution that you can provide,
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  Speaker 1: Everything else gets easier. Your funnel gets simpler. More on
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  Speaker 1: that later. All your content, your ads, and emails point
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  Speaker 1: to one clear goal. And your messaging gets sharper and
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  Speaker 1: more differentiated and converts higher. By focusing on just one
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  Speaker 1: single thing, it means you're now solving a specific problem
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  Speaker 1: for a very specific type of person. And having that
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  Speaker 1: kind of clarity helps your messaging cut through the noise
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  Speaker 1: like a hot knife through butter. Therefore, your conversion rates
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  Speaker 1: go up and your sales increase. Okay, one offer, one
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  Speaker 1: clear call to action, no endless menu of options, really
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  Speaker 1: just a yes or no. But wait, it's even better
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  Speaker 1: because your service delivery also becomes easier and you can
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  Speaker 1: now build a repeatable fulfillment system. What this means is
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  Speaker 1: a better customer experience and better margins for you and
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  Speaker 1: your business without needing a bigger team. But wait again,
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  Speaker 1: because it just keeps getting better. As simplifying your offers
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  Speaker 1: also allows your reputation to grow and get stronger, people
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  Speaker 1: tend to remember specialists, not generalists. And trust me, you
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  Speaker 1: want to be the business known for solving one thing brilliantly,
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  Speaker 1: rather than that whole jack-of-all-trades, master-of-none analogy. So the question then,
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  Speaker 1: how do you make it happen? Well, if you're just
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  Speaker 1: starting out, you want to talk to real people in
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  Speaker 1: your market, real potential customers. Find the one painful problem
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  Speaker 1: they have that they'll gladly pay to solve, and then
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  Speaker 1: build one solution to help solve that. Not two solutions,
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  Speaker 1: not five, just one. On the other hand, if you're
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  Speaker 1: already running your business and selling multiple different things, take
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  Speaker 1: a look at your customer data. Which offer are you
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  Speaker 1: currently selling brings in your best clients? The ones who
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  Speaker 1: pay well and refer others and which offer is also
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  Speaker 1: the easiest to sell and has the highest profit margins
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  Speaker 1: and is the most fun to deliver. I want you
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  Speaker 1: to find that and then double down on that offer
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  Speaker 1: and make it the focus of your website, your socials,
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  Speaker 1: your entire funnel. Then take everything else and you can
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  Speaker 1: either bundle it into different packages or cut it completely.
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  Speaker 1: This is the 80-20 rule, also known as Pareto's Principle,
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  Speaker 1: something that I live and die by. And your goal
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  Speaker 1: here is to find the 20% of things that are
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  Speaker 1: giving you 80% of your results. And then really just
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  Speaker 1: focus hard there. Fun fact, one really good offer beats
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  Speaker 1: 10 mediocre ones. And it's easier to market, easier to sell,
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  Speaker 1: and way easier to scale. And in a world full
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  Speaker 1: of noise and choice, having that kind of clarity gives
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  Speaker 1: you a significant edge over your competition. All right, here's
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  Speaker 1: something I think that you're really going to like hearing.
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  Speaker 1: You do not need to be on every social media
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  Speaker 1: platform to grow your business. In fact, trying to do
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  Speaker 1: that and be all of the places doing all of
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  Speaker 1: the things is one of the fastest ways to burn
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  Speaker 1: out and terrible, terrible results. When you try to be everywhere,
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  Speaker 1: you end up stretched thin and posting lower than average
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  Speaker 1: content all over the place and plain old just not
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  Speaker 1: getting any good results. Therefore, a better strategy is this.
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  Speaker 1: Pick one platform. Go all in. They get really good
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  Speaker 1: at it. Far too many business owners fall for this
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  Speaker 1: be everywhere myth. They start TikTok and Instagram and LinkedIn
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  Speaker 1: and YouTube and Facebook and Twitter, and they do it
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  Speaker 1: all at once. But every platform has different formats and
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  Speaker 1: different audiences and different algorithms and different cultures. Trying to
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  Speaker 1: master all of them at the same time is like
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  Speaker 1: trying to be the mayor of seven different cities. You'll
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  Speaker 1: end up unknown in all of them, and there's going
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  Speaker 1: to be riots and looting. It's not going to be pretty.
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  Speaker 1: But when you choose one platform and focus there, well,
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  Speaker 1: you start to build momentum. You build skill and experience
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  Speaker 1: and knowledge, and you start generating real leads and sales
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  Speaker 1: from your content, which is a really good feeling. So
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  Speaker 1: here's a simple way to pick the right platform for
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  Speaker 1: you and your business. If you're in the B2B or
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  Speaker 1: business-to-business or high-ticket services space, LinkedIn is pretty much where
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  Speaker 1: you want to be. If you serve an audience over
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  Speaker 1: 40 years old or you serve local markets, Facebook still wins.
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  Speaker 1: If you're targeting people under 35, look at Instagram, TikTok,
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  Speaker 1: or YouTube Shorts. And if you want content that works
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  Speaker 1: across all ages and builds long-term assets, YouTube is still
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  Speaker 1: the best platform and it's not going anywhere anytime soon.
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  Speaker 1: Thinking strategically about your marketing like this isn't about choosing
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  Speaker 1: which platform is the hottest. It's about finding where your
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  Speaker 1: ideal customer is already spending their time and then figuring
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  Speaker 1: out how you can show up there with value and
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  Speaker 1: how you can do it consistently. Now, once you've picked
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  Speaker 1: your platform, the next step is to commit to mastering it.
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  Speaker 1: Don't just post random content. I want you to learn
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  Speaker 1: what works, watch what other top creators and brands are
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  Speaker 1: doing in your space, and then study engagement, test, iterate,
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  Speaker 1: and keep learning and improving. All right, here's another fun
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  Speaker 1: fact I think you're also really going to like hearing.
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  Speaker 1: You do not need to go viral to grow your
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  Speaker 1: business and make an absolute ton of money from social media.
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  Speaker 1: What you need is to build trust and demonstrate expertise
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  Speaker 1: and connect your offer to your audience. Even if you
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  Speaker 1: only post once or twice a week, great content on
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  Speaker 1: the right platform is going to beat someone posting random, general,
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  Speaker 1: not-so-good content daily across five different platforms. The truth is
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  Speaker 1: you don't need to dominate all of social media. All
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  Speaker 1: you need to do is focus on finding the one
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  Speaker 1: space where your ideal customers are already present and active online.
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  Speaker 1: Then go there and show up consistently, and you're going
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  Speaker 1: to turn followers into leads and leads into loyal customers
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  Speaker 1: that will buy and will grow your business. All right,
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  Speaker 1: I admit, SEO might not sound exciting. It's not as
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  Speaker 1: flashy as TikTok, it's not instant like paid ads, and
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  Speaker 1: it doesn't have that cool factor that's associated with video marketing. But,
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  Speaker 1: and this is a big but, I cannot lie, SEO
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  Speaker 1: is one of the only marketing channels that compounds over time,
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  Speaker 1: becoming more and more valuable every day that you work
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  Speaker 1: on it. In other words, the SEO work that you
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  Speaker 1: do today is gonna keep on generating traffic and leads
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  Speaker 1: and sales for months, and maybe even years from now.
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  Speaker 1: For example, if you go to Google and search for
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  Speaker 1: introduction to marketing, you'll likely find a video I made
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  Speaker 1: years ago, way back in 2019. And that video is
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  Speaker 1: still ranking and bringing in traffic to this day. And
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  Speaker 1: I've got dozens, maybe even hundreds of these videos all
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  Speaker 1: doing the exact same thing, allowing me to grow my
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  Speaker 1: business for years from work that I only had to
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  Speaker 1: do one time. Paid advertising, on the other hand, like
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  Speaker 1: Facebook ads and Instagram ads, they stop the moment you
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  Speaker 1: stop spending. And most short-form content also has got a
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  Speaker 1: 24 to 48-hour half-life. and is replaced by whatever the
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  Speaker 1: latest and greatest content the algorithm thinks is worthy that day. So,
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  Speaker 1: the question then is, why do most businesses still ignore SEO? Well,
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  Speaker 1: three reasons. Number one, it feels too technical. Number two,
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  Speaker 1: the results that SEO delivers aren't instant, unlike paid ads.
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  Speaker 1: And number three, there's a lot of people out there
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  Speaker 1: who've been burned by bad SEO freelancers or bad SEO
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  Speaker 1: agencies in the past. so they don't trust it, which
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  Speaker 1: is totally fair. But today, SEO doesn't have to be complex.
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  Speaker 1: It doesn't have to be slow. It just needs to
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  Speaker 1: be smart. So here's how to do it right. First,
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  Speaker 1: use a centralized platform to save time and a ton
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  Speaker 1: of headaches. Trying to manage your search engine optimization with
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  Speaker 1: a dozen different vendors and platforms and software is a
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  Speaker 1: complete nightmare. A platform like Fat Joe lets you order content,
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  Speaker 1: build links, get citations, run PR, and even repurpose blogs
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  Speaker 1: into videos, and it does this all in one place,
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  Speaker 1: but more on this in just a second. Second, quality
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  Speaker 1: link building does still matter. Google relies heavily on links
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  Speaker 1: to determine the trust and authority of a site, but
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  Speaker 1: not all links are created equal. Spammy backlinks are going
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  Speaker 1: to hurt you, whereas high-authority relevant placements are going to
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  Speaker 1: boost your rankings and your credibility. Third, content is still king,
• 6:45
  Speaker 1: but strategy is queen. If you want to rank higher,
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  Speaker 1: then you need content that helps your audience and moves
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  Speaker 1: them towards your offer. After all, it's no sense and
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  Speaker 1: no use ranking higher for a search term or a
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  Speaker 1: page that's not going to grow your business that is
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  Speaker 1: totally unrelated to what you sell. Now, most businesses give
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  Speaker 1: up after two or three posts or videos, but if
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  Speaker 1: you publish three to five high-quality pieces a month aligned
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  Speaker 1: with real search intent, SEO is quickly going to become
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  Speaker 1: a steady stream of warm leads for your business. And
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  Speaker 1: if you're a local small business owner who serves a
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  Speaker 1: local geographic area, please, for the love of all things holy,
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  Speaker 1: do not forget about local SEO. If you serve a
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  Speaker 1: specific city or region or small geographic area, then local
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  Speaker 1: SEO is one of the highest ROI channels out there.
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  Speaker 1: Full stop. I've built and helped so many businesses off
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  Speaker 1: the back of local search traffic, it's almost crazy. And
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  Speaker 1: in fact, local SEO was how I got so many
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  Speaker 1: leads for my first marketing agency way back over a
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  Speaker 1: decade ago. So set up your Google business profile, buy
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  Speaker 1: some citations, publish local content. You're going to dominate the
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  Speaker 1: Google map pack and get calls and visits and leads.
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  Speaker 1: And you're going to do all of this without having
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  Speaker 1: to spend a single dollar on ads. All right. So
• 7:43
  Speaker 1: if you're thinking all this SEO stuff sounds great, but
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  Speaker 1: how do I actually do this without managing 27 freelancers
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  Speaker 1: and totally losing my mind? I've got you. I want
• 7:50
  Speaker 1: to introduce you to a platform I've personally been recommending
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  Speaker 1: a ton called Fat Show. These folks have been around
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  Speaker 1: since 2012 and they've quietly become one of the top
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  Speaker 1: rated SEO service providers on the planet with over 223,000
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  Speaker 1: orders delivered and a 4.8 star ratings with more than
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  Speaker 1: 1500 reviews. Basically, they know what they're doing. What makes
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  Speaker 1: Fat Joe awesome, though, is how ridiculously easy they make
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  Speaker 1: it to get your SEO done. We're talking blogger outreach,
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  Speaker 1: high-quality content writing, digital PR and media placements, local citation building,
• 8:16
  Speaker 1: even stuff like social video ads and blog-to-video repurposing. And
• 8:19
  Speaker 1: it's all white label, with no contracts, no minimum spend,
• 8:21
  Speaker 1: no drama. Just click, order, done. Whether you're a solo founder,
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  Speaker 1: part of a growing team, or running an agency, their
• 8:27
  Speaker 1: workspace is built for speed and scale, so it just works. Plus,
• 8:30
  Speaker 1: they back your first order with a 100% satisfaction guarantee,
• 8:33
  Speaker 1: which is basically their way of saying, try us, risk-free. So,
• 8:36
  Speaker 1: if you're ready to stop piecing together SEO with duct
• 8:38
  Speaker 1: tape and actually scale it, head to the link below
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  Speaker 1: and create your free Fat Joe account. Honestly, it's the
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  Speaker 1: easiest way I know to make SEO actually happen. Okay,
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  Speaker 1: let's keep going with strategy number four next. If there's
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  Speaker 1: one marketing channel that's been declared dead more times than
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  Speaker 1: I can count, but still delivers absolutely phenomenal results, it's email.
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  Speaker 1: Here's the thing. Email still works. Better than ever. I
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  Speaker 1: see this across pretty much every business that I work with,
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  Speaker 1: whether it's big or small or B2B or B2C. The
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  Speaker 1: businesses that are consistently growing revenue and customer lifetime value
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  Speaker 1: are all using email strategically. Yeah, all of them. On
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  Speaker 1: the other hand, the small and big businesses that are struggling, well,
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  Speaker 1: they're almost always relying entirely on social media or paid
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  Speaker 1: ads and therefore are leaving an absolute ton of money
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  Speaker 1: on the table. So here's why email is basically non-negotiable
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  Speaker 1: if you want to succeed in marketing today. First, you
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  Speaker 1: own it. Social media reach can disappear overnight, and it
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  Speaker 1: often does. And advertising costs are just going up, and
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  Speaker 1: they're going to continue to do this. But your email list,
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  Speaker 1: that's yours. Second. Everyone checks their email. It's still the
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  Speaker 1: most universally used communication channel out there. Can't say that
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  Speaker 1: about any single other social media platform. And third, email
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  Speaker 1: marketing delivers massive ROI. Study after study after study shows
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  Speaker 1: that email returns anywhere from $ 38 to $ 44 for every
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  Speaker 1: dollar spent. And honestly, it's kind of conservative. In my experience,
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  Speaker 1: when you're doing this well, email out converts social and
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  Speaker 1: advertising by a very wide margin, but very wide. A
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  Speaker 1: while back, I worked with a business that had been
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  Speaker 1: stuck at 7 million a year for over 10 years.
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  Speaker 1: In just 12 months, I helped them grow to 12 million,
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  Speaker 1: almost entirely through email marketing. So, question is, how do
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  Speaker 1: you build an email list that actually works? Well, here's
• 10:09
  Speaker 1: where most businesses go wrong. First, they don't start building
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  Speaker 1: their list early enough. Second, they don't email their list consistently.
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  Speaker 1: And third, they treat their email marketing like an afterthought,
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  Speaker 1: not a primary growth channel. Therefore, you want to do
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  Speaker 1: the opposite. But first, start building your list as soon
• 10:23
  Speaker 1: as you possibly can. Next, you want to communicate with
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  Speaker 1: it consistently. I'm talking at least bare minimum once a week,
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  Speaker 1: but two times to three times is better and will
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  Speaker 1: lead to more sales. And third, use your email list
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  Speaker 1: to build trust, drive sales, and grow your brand. And
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  Speaker 1: do it strategically, which means actually putting some thought behind it. Now,
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  Speaker 1: if you've never done email marketing before or you're not
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  Speaker 1: sure where to even start, here's the basic playbook. Step one,
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  Speaker 1: create some kind of lead magnet. In other words, you
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  Speaker 1: want to offer something valuable that your ideal customer wants
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  Speaker 1: and And you want to make it very easy to get.
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  Speaker 1: So this could be a checklist, a free guide, a
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  Speaker 1: video series, a discount, offer, a tool, a template. But
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  Speaker 1: the key is alignment. Your lead magnet should naturally lead
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  Speaker 1: towards your core offer. Step two, build a welcome sequence.
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  Speaker 1: When someone joins your email list, don't just leave them
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  Speaker 1: hanging with a, hey, welcome. What you want to do
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  Speaker 1: is you want to have a three to five email
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  Speaker 1: sequence that's ready to deliver your lead magnet, then introduce
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  Speaker 1: your brand and the value that you're providing, and then
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  Speaker 1: offer a clear next step, usually your core offer or
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  Speaker 1: some kind of strong call to action. And step three,
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  Speaker 1: email consistently. Once someone is on your email list, you
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  Speaker 1: want to stay top of mind. Like I said before,
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  Speaker 1: I recommend emailing one to three times per week, at least.
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  Speaker 1: If you do it right, more is pretty much always better. Now,
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  Speaker 1: some people are going to say, that's too much, Adam.
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  Speaker 1: You should only be emailing once a week at most,
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  Speaker 1: probably once every two weeks. But those people are what
• 11:34
  Speaker 1: I like to call wrong. Because if you only email
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  Speaker 1: once a month, say, you're going to be forgotten, unsubscribed,
• 11:39
  Speaker 1: and marked as spam. But if you show up consistently
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  Speaker 1: with valuable content and relevant offers, you're going to build
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  Speaker 1: trust and drive sales. Email marketing is like the glue
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  Speaker 1: that connects everything else that you're doing, the SEO, the content,
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  Speaker 1: the paid ads, the social, and it turns that attention
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  Speaker 1: into revenue. If you ignore it, which would be a
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  Speaker 1: massive mistake, you're going to be forever chasing new customers.
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  Speaker 1: But if you embrace it, you're going to build a
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  Speaker 1: loyal audience that buys from you again and again and again.
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  Speaker 1: So start building your list, nurture it, use it well,
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  Speaker 1: and it's seriously one of the smartest marketing investments that
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  Speaker 1: you can make today and for years to come.