Don’t Market and HOPE (Why Direct Response Is The Only Way)

I want you to see that no matter what you want to do, where you want to go, the right direct response marketing and the ingredients we're going to cover today can set you apart from everybody else. Welcome to the Dean Graziosi show. All success starts right here today with all the topics we could talk about. I want to talk about direct response marketing because it will affect everyone, every single person watching right now. You have a business, want to start a business, want a side income or just want to go to that next level. These are the foundational skills. So let me ask you, and I'm going to share what is your definition between like general marketing, marketing that or so called branding marketing compared to direct response. So, and I'm going to, I'm going to give my definition. I just want to hear yours.

For me, it's like branding in this general marketing is just you spend money on advertising or you do your social media and you just kind of sit back and you hope, you hope that the money you spent is going to come back. You hope that everything you did on social media is going to make you money. You hope that all the events you sponsored is going to make you money. And you sit back and you wait and you pray and you pray and maybe it does and maybe you get lucky or maybe it doesn't. You have no idea what you did wrong. And you're there like, why is my business not where I want it to be? Why am my new business not growing? Why is it, why am I going bankrupt?

Right. And I will just add to that great explanation. Let's think of general marketing as this. If you own a business or have ever owned a business and the radio, local radio station comes to you and says, we want to do 17 ads with you and we'll write the ad and at the end they just promote your business. That's not direct response because you can't, it's not, doesn't have a measurable result. You spent ten grand in radio advertising and you hope your business goes up. You spent money in the old days with yellow patches and you hope people called you. You can run ads on AdWords, you can run ads on Facebook and just say, we're the best company in the world at doing real estate or doing leads or doing whatever it is you do and that's general advertising, hoping that someone will see that ad and you'll get more business. That is the old way. That's a way. And the other way too is people think, I'm going to start a business, I need to Brand myself. I don't know. Branding is a hard thing because you want to get the right logo and you obsess on it and you want to get the right look, and then you want to get it out there. So your brand, to me, that's old school. That's the old way. Let direct response marketing pay you to brand a name. Let direct response have measurable results. And here's the definition of measurable results. In direct response marketing, you track. So if you spend a dollar, you want to get back a dollar, or you want to get back two dollars, or you want to get back five dollars, and you measure its direct response, you want to measure every single thing that you do. How would you explain exact same thing.

The ability to spend a dollar on, whether it be Facebook ads or Google AdWords or whatever it is, and know I get $2 back within seven days. Exactly. Or $2 and 10 cents back. And when you know you can get $1 and spend $1 and get $2 out, what do you do? You just keep start spending more money. You could spend $2 and you get $4.

Right. In the old days, in the old days, you'd say, we have a $10,000 market.

Yeah, exactly.

Those days are gone. Now you have a marketing budget saying, if we spend a dollar and two come back, spend as much as you possibly can, because where can we get.

More money to spend into this?

Right? So let me give you an example. If you do postcards, you've tested postcards or you haven't yet, that is direct response marketing. If done right, what you do is you. And we're going to go over the pieces to make marketing work. Right? So we're just explaining now, but just using an example, you send out 5,000 postcards, you know how much it cost per postcard that went out. And then you track how many calls came in, how many deals were closed, and how much money those 5,000 postcards brought in. If the 5,000 postcards cost you five grand, let's say it wouldn't cost that much, but let's just say it cost you five grand. But you got one deal out of that that brought you in 20. Your direct response marketing says when we spend five, it brings in 20. Let's go spend another 20. Compared to the old days of sending out a postcard and saying, hey, we're the house company, best people in the world, when you're ready, you should call us. No, it's compelling copy, it's compelling words. It's three things. It's delivery Systems, messages, and target audience, or going to go over those today. And I want you again to think about this. Sometimes I go into really heartfelt stuff that we all need to plow through to make our business go. Other times, I want to give you the secrets that are generated. I mean, with direct response marketing, I've done hundreds of millions of dollars in sales. I know direct response marketing better than most people in the world. I want you to see that no matter what you want to do, where you want to go, the right direct response marketing and the ingredients we're going to cover today can set you apart from everybody else. And there's three things that I want to talk about. The first thing about marketing is there's delivery systems. Now, again, this might sound too technical, but really stick with me because we're going to get into copy and emotions and how you get people. When there's lots of ads on Facebook, lots of postcards, lots of radio ads, lots of TV ads, how come one person stands out? Why does one person always click on that link or call that number? Or there could be two restaurants. Why is one slammed and the one with better food's got nobody in it? Cause one's a better marketer, One has better compelling copy. One pushes someone to take action. One knows how to have a call to action. So I don't care what you do. You need this today. So the three things are a delivery system. To me, a delivery system is what?

Sure, it's Facebook advertising, it's Google AdWords. Maybe it's direct mail, right?

Could be TV, could be radio, could be flyers, Whatever it is the delivery system, you need the right delivery. Delivery system. So we know that. But the second thing you need is the right message on the delivery system. So think about this. A hundred dollar bill and a $2 bill are the same paper, same size, but one is worth a lot more than the other. You have to think about your messaging, whether you're doing postcards, whether you're trying to get leads off of Facebook or Instagram or AdWords or your website or someday in the future, or trying to provoke, promote, get promoted in the job you're at, or starting a new company. The message is the key factor, right? You could deliver it through Facebook. But listen, I've literally had people say to me, direct mail's dead, doesn't work anymore. And literally in that week, we spent maybe $100,000 in direct mail that week because it's giving us an roi, right? It's like we both can send out a letter. One Letter gets people to evoke an emotion. One letter goes in the garbage. That's messaging, that's copy. Whether you're speaking copy to sell, face to face, whether you're doing it through ads, whether you're doing it through video, whatever it is. One message doesn't get you sales, one message gets you sales. And the third thing is the target audience. So think about delivery system, the message, the right wording, and then making sure the right people are looking at it right. So if you think about it, Ryan is literally running my book campaign on Facebook from start to finish. It's amazing. It's why I want him here doing so well. If my book is called Millionaire Success Habits, greatest book I've ever written. Most of you have it, most of you read it. You know how passionate I was, you know the messages that I shared in that book. But if Ryan was on Facebook targeting 17 year old kids who specialize in hockey, do you think we'd make one sale? Even if the delivery system was good at Facebook and the message was amazing, it wouldn't work. If we had an exercise program on how to run Mount Everest, how to be ready for Mount Everest in 14 days or less, and we targeted 85 year old people or above, not that some of you watching could do it above 85, would it sell? No. So think of those three things in your company, in your business, in your real estate, in your future, things that you want to do, delivery systems, the message and the copy.

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