A short YouTube monologue summarizing key lessons the speaker learned from reading many marketing and sales books. Core claims: (1) storytelling—sharing customer transformations is the highest-leverage marketing asset; (2) businesses need both direct-response tactics (copywriting, ads, funnels) and long-term branding working together; (3) to build strong offers quantify value by speed of transformation, required customer effort, certainty of outcome, and price. The video ends with an invite to request a part two.
So when you have read as many of these books as I have, you start to notice a lot of commonalities and patterns and that's what we're really going to talk about today. So why do you think we love movies so much? Why do people buy tickets months in advance for their favorite Marvel movies? Well, it's because we love characters, we love stories, we love living through those stories. So if you have a service, a product, or even a coaching program, there's people who have bought that thing. So your ability to tell the story of the other people who have bought that thing is the cap on your ability to get more people to buy the thing. And when I really took this idea and implement it into my own business and I started to tell stories of my own stories on how I got started, that's when my business really took a massive leap forward. Dan Kennedy, Ray Edwards, all of these great experts of direct response marketing, they all agree that a well placed story of somebody who's a lot like the other people that might be looking at your ad, who then went on to buy that thing and experience a significant transformation, that is the single most valuable resource that, that a business owner can possess. So from now, moving forward, instead of listing all your deliverables, all your benefits and features, why don't you start to try telling stories and see what happens? The second thing that I've learned is the difference between direct response marketing versus branding. You see, branding is really just the reputation that your company or your brand have. That's ultimately what a brand really is. Whereas direct response is a series of things that you tell somebody you know to try to convince them to buy things. So think about copywriting. Direct response is how you get a business off the ground. Sending, you know, thousands of cold emails a day or spending 500 bucks a day on, you know, running ads campaigns to drive traffic through. But the thing that really takes a business from zero to, to seven figures a year and really getting its legs underneath of it is its branding. So learning how to both excel at direct response, copywriting and marketing and building a brand all at the same time in a way where there's kind of some cross pollination and mutual beneficiary of mutually beneficial relationship between your direct response and your branding, that's when things really take off. And I think a lot of small business owners either focus too much on one or the other, but you need to focus on both. It's usually either the Gary Vee content approach versus the Russell Brunson one, the one funnel away approach. But just building a series of sales pages and spending a bunch of money to convert the traffic. So now both of these approaches have their merits and benefits to them, but it's when you really marry the two, that's when you really get something special. So another thing that I've learned is what value means. When you're marketing and trying to exchange value with people, how do you actually quantify the amount of value that your service or program or whatever it is that you're selling has in comparison to the money from what they are spending? Well, here's how you do that. First, you need to look at the amount of speed in in which you can create the transformation that your service is promising. So how long does it take between the purchase and the end result being achieved? Is it 30 days? 90 days? A year? Two years? What's that process like? It kind of goes without saying that the faster the speed, the more value is involved in your offer and how that might be perceived by your customers or clients. The next thing is the amount of effort the clients or students or customer has to extend in order to achieve that said outcome. Does it take every single day, 12 hours a day, tons of focused work? Or is it something where they can kind of do this on the side for an hour a week and reap tons of rewards? Another element of value is the effect of certainty. How certain is somebody that what you have relates to their problems? Again, you can achieve all of this certainty by telling stories and relating the prospect or the potential client or student in their situation to other people that you have served and have been in a similar situation as them. Finally, it kind of goes without saying, but what's the price of your product or service? Is the barrier of entry too high or is it really low and nice, simple and cheap to enter into? When you know how to quantify value, you know how to build great offers. And therefore, you know what you should even be marketing in the first place. That's really when your business really starts to take off. Honestly, I could go on for hours and hours, but I'm just boiling down some core messages and lessons that I've learned into this short video. Right. So if you want a part two, I'll make it. Just make sure you drop some comments. But this is really just a shorter video on some key lessons that I've learned from having read as many marketing and sales books as I have. Right. Hopefully you've enjoyed this video and I'll see you on the next one. Bye.
