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First class competency as a marketer · We can build our mental health naturally

• 0:00
  Speaker 1: You see, first of all, in the context of business,
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  Speaker 1: marketing is the single most element of business success because
• 0:04
  Speaker 1: nothing happens without marketing. Because marketing is responsible for generating
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  Speaker 1: leads and customers and sales and all the stuff that's
• 0:10
  Speaker 1: actually going to fuel the business. And without customers and sales,
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  Speaker 1: you don't have a business. You just have a really
• 0:15
  Speaker 1: expensive hobby. But marketing is so much deeper than that.
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  Speaker 1: And even if we take it outside of the business
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  Speaker 1: world and into your personal life, well, anytime that you're
• 0:22
  Speaker 1: trying to convince someone else of your preference or your
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  Speaker 1: view or something that you want them to do, whether
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  Speaker 1: it's eating at a certain restaurant or watching a certain
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  Speaker 1: movie or whatever the case, everything is marketing. This is
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  Speaker 1: because marketing is really about communicating value or communicating the
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  Speaker 1: preference of one thing over another and helping the other
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  Speaker 1: person to really see how it's in their best interest
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  Speaker 1: to sort of adopt your viewpoint and allow them to
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  Speaker 1: see all the benefits that are going to come from
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  Speaker 1: doing business with you or from engaging with you or
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  Speaker 1: from seeing this movie over that one or eating at
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  Speaker 1: this restaurant over that one. anything like that. Marketing is
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  Speaker 1: all about the art and science of influence and persuasion,
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  Speaker 1: and those are two incredibly important skills if you want
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  Speaker 1: to succeed in business and in life. So knowing all that,
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  Speaker 1: how can you become the absolute best marketer possible? Well,
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  Speaker 1: that's what this episode is about. So with all that said,
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  Speaker 1: let's dive in to tip number one. The very first
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  Speaker 1: thing that you need to do in order to become
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  Speaker 1: the most valuable marketer possible is to adopt a marketing mindset. Now,
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  Speaker 1: this is going to mean different things to different people,
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  Speaker 1: but from somebody who's been doing this for a I
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  Speaker 1: want to share with you my view on what kind
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  Speaker 1: of marketing mindset I want you to develop and allow
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  Speaker 1: you to sort of see just how powerful this is
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  Speaker 1: going to be and how it'll not only serve you
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  Speaker 1: in the short term, but also for many, many years
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  Speaker 1: to come. The very first thing that I want you
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  Speaker 1: to try to adopt when it comes to sort of
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  Speaker 1: developing that marketer's mindset is the mindset of always delivering
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  Speaker 1: value first. You see, there's a reason that marketing gets
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  Speaker 1: kind of a bad reputation and that it can be
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  Speaker 1: kind of slimy or salesy or sleazy or we've all
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  Speaker 1: seen those late night infomercials and those bad ads that
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  Speaker 1: are promoting garbagey products that nobody wants and probably nobody
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  Speaker 1: should really buy anyway. Yeah, I mean, of course, that
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  Speaker 1: is marketing, but that's not the kind of marketing that
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  Speaker 1: I do and that you necessarily want to do. You see,
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  Speaker 1: there is an ethical and authentic and still incredibly profitable
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  Speaker 1: way to do marketing and that's by ensuring that all
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  Speaker 1: of your marketing really aims to provide value first and
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  Speaker 1: it'll makes you sort of to take a bit of
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  Speaker 1: a mindset shift in really switching to a more empathetic
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  Speaker 1: and understanding and customer first kind of priority rather than
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  Speaker 1: business first priority. Stephen Covey put this perfectly in his
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  Speaker 1: Seven Habits of Highly Effective People when he said, seek
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  Speaker 1: first to understand and then be understood. This is perfect
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  Speaker 1: when it comes to marketing. And I know he wasn't
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  Speaker 1: talking about marketing, but it's still an incredibly powerful sort
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  Speaker 1: of resource to draw on in that when you're doing
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  Speaker 1: your marketing, you really want to try and get into
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  Speaker 1: your customers or into your clients or into your prospect's shoes.
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  Speaker 1: Really understand where they're coming from, what they're going through,
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  Speaker 1: and sort of what you can use to sort of
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  Speaker 1: craft a message that's going to enable you to solve
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  Speaker 1: their problems with your product or service or whatever it
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  Speaker 1: is that you're offering. Another way that I like to
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  Speaker 1: look at this is that the marketing that you create
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  Speaker 1: should be valuable in and of itself, meaning that anytime
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  Speaker 1: you create any kind of marketing material, whether it's a
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  Speaker 1: video or a Facebook ad or an Instagram post or whatever,
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  Speaker 1: The goal of your marketing should be to provide a
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  Speaker 1: tremendous amount of value, even if somebody has no intention
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  Speaker 1: of ever doing business with you or never even buys
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  Speaker 1: your product. There's probably no better example of this than
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  Speaker 1: this video that I'm creating for you right here and
• 3:18
  Speaker 1: right now. I know for most people, working with me
• 3:21
  Speaker 1: is simply not an option or it doesn't fit the
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  Speaker 1: budget or it's not even desirable. And yet that doesn't
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  Speaker 1: mean that my goal still shouldn't be to provide you
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  Speaker 1: with absolutely as much value as I possibly can. This
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  Speaker 1: is because in the world of marketing, there really is
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  Speaker 1: the laws of cause and effect. And over time, those
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  Speaker 1: who provide the most value always win. Not necessarily in
• 3:40
  Speaker 1: the short term, but if you can sort of stretch
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  Speaker 1: your horizons and allow yourself to think long-term about building
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  Speaker 1: that bigger brand and building that bigger business, really, it
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  Speaker 1: just can't fail. Another example of this is Jay Abraham's
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  Speaker 1: strategy of preeminence, which is something I adopted years ago,
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  Speaker 1: and I'm so thankful I did, because it is such
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  Speaker 1: an amazingly powerful concept. And what Jay Abraham's strategy of
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  Speaker 1: preeminence is, is all about having the desire and the
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  Speaker 1: ability and really pushing yourself to become your client's or
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  Speaker 1: your customer's most trusted advisor. Now, in the legal world
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  Speaker 1: and in the financial world, this is known as a fiduciary.
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  Speaker 1: And it's someone who actually has a legal responsibility to
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  Speaker 1: act on the best interest of the client or prospect. Obviously,
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  Speaker 1: this doesn't exist in the world of marketing or business.
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  Speaker 1: There's a lot of businesses that are acting in anything
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  Speaker 1: but the best interest of the client or customer. So
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  Speaker 1: if you can be that rare one, that sort of
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  Speaker 1: differentiated marketer or better business person that actually makes decisions
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  Speaker 1: and suggests strategies and provides products and services that truly
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  Speaker 1: are in the best interest of your customer or of
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  Speaker 1: your client, you really rise to the top and you
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  Speaker 1: do it very quickly. This one strategy alone has been
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  Speaker 1: one of the biggest keys to my success and it's
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  Speaker 1: something I adopted very early especially when I was just
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  Speaker 1: getting going. And this was really something that was tough
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  Speaker 1: to kind of swallow because I really needed clients. I
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  Speaker 1: really needed customers. But by forcing myself to only act
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  Speaker 1: in their best interest and to really treat their business
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  Speaker 1: like I would want somebody to treat my business, well,
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  Speaker 1: obviously the results spoke for themselves and I was able
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  Speaker 1: to grow a number of very successful businesses. But I
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  Speaker 1: appreciate if you're just getting going, this isn't easy. It
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  Speaker 1: is a muscle that you do have to develop, but
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  Speaker 1: it's definitely one that is worth building. All right, the
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  Speaker 1: next concept when it comes to developing that marketing mindset,
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  Speaker 1: and kind of touched on this already, but it's to
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  Speaker 1: really think long-term. Now, obviously, there's a couple different camps
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  Speaker 1: in the marketing world. There's the direct response marketing camp,
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  Speaker 1: which is all about creating the ad, getting an immediate response,
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  Speaker 1: measuring that, and doing more of it. And then there's
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  Speaker 1: kind of the more brand awareness and branding camp, which
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  Speaker 1: is all about getting that brand awareness, getting that name recognition,
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  Speaker 1: building up the brand over the long-term. Neither of these
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  Speaker 1: are necessarily better than the other. And in fact, I
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  Speaker 1: fell pretty hard into the direct response marketing camp for
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  Speaker 1: years before slowly shifting over and starting to see the
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  Speaker 1: light about just how valuable branding really was. So I'm
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  Speaker 1: sort of somewhere in the middle, which I appreciate is
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  Speaker 1: kind of hedging my bets, but hear me out here.
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  Speaker 1: You see, if you're just getting going, then you're going
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  Speaker 1: to need to do some direct response marketing. You're going
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  Speaker 1: to need to put some stuff out there, get some
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  Speaker 1: feedback and make some sales. Otherwise, again, you don't have
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  Speaker 1: a business, but if that's your sole goal, if all
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  Speaker 1: you're doing is just running and pumping more and more
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  Speaker 1: ads into the system, Well, eventually there's going to come
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  Speaker 1: a point where those ads are going to provide diminishing returns,
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  Speaker 1: or you're going to realize that you could have probably
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  Speaker 1: gotten better results by building up a brand in conjunction
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  Speaker 1: with the direct response marketing so that people are going
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  Speaker 1: to be seeing your stuff over and over anyways. They
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  Speaker 1: might as well start to associate your name or your
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  Speaker 1: business with whatever industry that you're in. So it's going
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  Speaker 1: to provide even better results from your direct marketing. The
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  Speaker 1: key here, however, is this is a long-term approach. You
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  Speaker 1: can't just expect to spend a few bucks on, say,
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  Speaker 1: Facebook ads, get some results, and build a giant business overnight.
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  Speaker 1: It just doesn't work that way. Despite what everybody is
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  Speaker 1: telling you online, there is no get-rich-quick scheme here. There
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  Speaker 1: is no thing that allows you to just put in
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  Speaker 1: a few bucks and get thousands out with doing no work.
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  Speaker 1: You've got to invest some time, some energy, and some
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  Speaker 1: money into building a proper business and building a proper brand,
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  Speaker 1: but this is a very, very good thing because most
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  Speaker 1: people aren't going to do that, which gives you a
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  Speaker 1: massive leg up on the competition. Okay, a few more
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  Speaker 1: points on mindset before we move on to the next one.
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  Speaker 1: But this is so important, so I really want to
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  Speaker 1: make sure that I hammer this home. Because if you
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  Speaker 1: get this right, and if you change the way that
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  Speaker 1: you think about marketing, everything else is going to become
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  Speaker 1: that much easier and that much more effective. So a
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  Speaker 1: couple more, starting with really having a what's in it
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  Speaker 1: for them, or W-I-I-F-M. W-I-I-F-M. WIFM. WIFM? Whatever. The point
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  Speaker 1: here is you really want to, again, be empathetic of
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  Speaker 1: where your customer or where your prospect is and really
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  Speaker 1: try to out-care your competition by essentially really being, again,
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  Speaker 1: putting yourself in their shoes, figuring out their pains and
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  Speaker 1: their problems and their frustrations and how you can care
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  Speaker 1: more by delivering more, by making better marketing, better products
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  Speaker 1: and better service really just trying to be better. But
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  Speaker 1: better isn't enough, which is kind of another point that
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  Speaker 1: I need you to understand here, in that you need
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  Speaker 1: to be different. In fact, there's a great quote by
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  Speaker 1: Sally Hogshead that says, different is better than better. And
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  Speaker 1: in today's hyper-competitive marketplace, this rings pretty true. You see,
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  Speaker 1: you need to give your customers or your clients a
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  Speaker 1: reason to choose you over somebody else, which means that
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  Speaker 1: you need to be different. Just doing the same thing,
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  Speaker 1: saying the same words, having the same marketing isn't enough
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  Speaker 1: to stand out today. And things like we provide better
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  Speaker 1: service or faster delivery or better quality, News break, these
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  Speaker 1: are not differentiators. In fact, everybody is saying this, especially
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  Speaker 1: your competitors. So you need to find some other area
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  Speaker 1: of differentiation that allows you to stand out and that
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  Speaker 1: actually matters to your customers. All right, now that I
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  Speaker 1: think we've got that one pretty much cleared up, let's
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  Speaker 1: move on to tip number two, which is to focus
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  Speaker 1: on strategy. If you've been following me for any length
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  Speaker 1: of time, then you know that I am a massive
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  Speaker 1: proponent of marketing strategy. I mean, tactics come and go,
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  Speaker 1: new software comes on the scene, new tools, new hacks
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  Speaker 1: and tricks, they fade out. At the end of the day,
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  Speaker 1: it's having a really solid strategy that really allows you
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  Speaker 1: to succeed in this business. That's because marketing is all
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  Speaker 1: about delivering results. It's not about creating pretty pictures or
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  Speaker 1: flashy pull cards or Hollywood style videos. It's really just
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  Speaker 1: about delivering the best results possible for the lowest amount
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  Speaker 1: of cost. Again, as I touched on at the beginning,
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  Speaker 1: marketing's job is to help you generate more leads, more customers,
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  Speaker 1: and more sales. And it should be judged in direct
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  Speaker 1: line to how well it does this. So basically good
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  Speaker 1: marketing should generate more leads, customers, and sales. Bad marketing,
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  Speaker 1: ain't going to generate a lot of leads, customers, and sales.
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  Speaker 1: It sounds obvious, but it's true. Of course, you may
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  Speaker 1: have sub-goals that lead to the leads, customers, and sales,
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  Speaker 1: like building that brand awareness or increasing your audience or
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  Speaker 1: whatever it is, but it should always be done strategically.
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  Speaker 1: This is because building an audience for the sake of
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  Speaker 1: just building an audience or getting more likes on your
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  Speaker 1: posts or sort of getting more comments or more shares,
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  Speaker 1: these are vanity metrics, and they might make you feel good,
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  Speaker 1: but they're not actually going to drive business results. So
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  Speaker 1: why are you doing them? Again, if you're doing them
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  Speaker 1: just because you want to, I guess that's strategic. Doesn't
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  Speaker 1: really make a lot of business sense, but I'm not
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  Speaker 1: here to judge. On the other hand, if you're trying
• 9:36
  Speaker 1: to generate likes to drive business revenue, well, those two
• 9:39
  Speaker 1: aren't related. And then I do have to judge a
• 9:41
  Speaker 1: little because it's just not a strategic move. Certainly not
• 9:44
  Speaker 1: a good strategic move. This is why in order to
• 9:46
  Speaker 1: become the best marketer possible, you need to be strategic
• 9:49
  Speaker 1: and you need to perform accountable marketing, which means that
• 9:52
  Speaker 1: you're accountable to the decisions that you make and then
• 9:55
  Speaker 1: the results that those decisions deliver. So focus on strategy first,
• 10:00
  Speaker 1: tactics later. And never get married to your idea or
• 10:04
  Speaker 1: to even the strategy behind it, because you can be wrong.
• 10:06
  Speaker 1: And at the end of the day, especially when it
• 10:08
  Speaker 1: comes to marketing, I try to remove my ego as
• 10:10
  Speaker 1: much as possible from the picture. Again, I don't really
• 10:12
  Speaker 1: care who comes up with the idea or what it
• 10:15
  Speaker 1: looks like or what people even say about it, all
• 10:18
  Speaker 1: I care about are the results that it delivers. So
• 10:20
  Speaker 1: do your best to not only be strategic, but to
• 10:22
  Speaker 1: switch your viewpoint from not only the inputs and all
• 10:24
  Speaker 1: the stuff that's going into the campaign, like the pictures
• 10:27
  Speaker 1: and the words and the videos and whatever, but the
• 10:29
  Speaker 1: outputs that they're delivering and really Are they generating those leads, customers,
• 10:32
  Speaker 1: and those sales, or are they not? Because if they're
• 10:34
  Speaker 1: not working, you need to change the strategy on the
• 10:37
  Speaker 1: front end to make sure that you're getting the best
• 10:39
  Speaker 1: results on the back end. Also, by switching your viewpoint
• 10:42
  Speaker 1: and by really focusing on that strategy first, you really
• 10:44
  Speaker 1: set yourself apart from the pack and differentiate yourself as
• 10:47
  Speaker 1: a true and professional expert marketer. This is because coming
• 10:51
  Speaker 1: up with the who, the what, the why, the when,
• 10:53
  Speaker 1: the where... Basically, all of the strategy that goes into
• 10:56
  Speaker 1: the marketing campaign, that's the hard part. The how and
• 10:59
  Speaker 1: the actual mechanics of it, like running a Facebook ad
• 11:01
  Speaker 1: or uploading a video or anything like that, those are
• 11:04
  Speaker 1: the easier parts once the strategy's been defined. So if
• 11:07
  Speaker 1: you really want to become an expert marketer, really spend
• 11:10
  Speaker 1: a lot of time diving into all of the strategy
• 11:12
  Speaker 1: behind it and the who, what, where, when, and why,
• 11:14
  Speaker 1: and basically everything we're going to talk about in just
• 11:16
  Speaker 1: a minute, which really leads me to my next point,
• 11:19
  Speaker 1: you need to study. Even after nearly a decade of
• 11:21
  Speaker 1: doing this, I still read and study and listen and
• 11:25
  Speaker 1: basically consume marketing information pretty much every single day and
• 11:29
  Speaker 1: a whole lot of it too. The thing with study
• 11:31
  Speaker 1: or with accumulating knowledge or sort of building up some
• 11:34
  Speaker 1: expertise is that you really do need to appreciate that
• 11:36
  Speaker 1: it doesn't happen overnight. And it's going to take kind
• 11:38
  Speaker 1: of a slow and steady drip of continually exposing yourself
• 11:41
  Speaker 1: to new information and new ideas. also old information and
• 11:44
  Speaker 1: old ideas. And again, this kind of reverts back to
• 11:47
  Speaker 1: the strategy, really figuring out the who, the what, the where,
• 11:49
  Speaker 1: the when, the why, all the strategic stuff that comes
• 11:52
  Speaker 1: around really identifying your ideal target market, figuring out their
• 11:55
  Speaker 1: pains and their problems and their frustrations and how to
• 11:58
  Speaker 1: craft the perfect offer to put in front of them.
• 12:00
  Speaker 1: Then identifying which platforms are going to be best to
• 12:02
  Speaker 1: put your message on and everything that goes into creating
• 12:05
  Speaker 1: a really solid marketing campaign.