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Billy Sticker says marketing has one job: move prospects through four stages, from unaware to solution aware to you aware. Each touchpoint, from Facebook ads to email subject lines, should push them to the next step, not close the sale.
Billy Sticker says marketing has one job: move prospects through four stages, from unaware to solution aware to you aware. Each touchpoint, from Facebook ads to email subject lines, should push them to the next step, not close the sale.
Marketing has, has one job. You're moving people down a path. You're moving people forward. A Facebook ad. Now we're using that because most of you on this call have done Facebook ads for the past 10 years. Your Facebook ad is not to sell them on chiropractic. When you send an email, the subject line is not to sell them on whatever. The subject line is to get them To move forward and open the email. The first sentence of the email is to get them to move forward and read the rest of the email. And then there's a CTA, there's a call to action in that email. So it's not— you're not trying to sell them everything. What's the path that a new journey a patient goes down? A new patient goes down. What does that journey look like? And how can your marketing be bringing them From unaware to problem aware, to solution aware, to you aware. We're moving them down a path.
