259: New Rules For Marketing Online In 2024 - #GrowYourLife

Hey everyone, thanks for listening to the Grow youw Life podcast. My name is Jeremiah Gracowski and on this podcast I talk about how to grow your coaching business. If you're an online coach, course creator or mentor and you want to scale to make six and seven figures, I've been doing this for 21 years and I want to help you get results. Now in this podcast episode, I want to talk about some of the changes that have been happening in funnels and marketing and a lot of some of the things that I'm seeing that's going on. AI has caused people's attention span to go to zero and that, you know, tick tock was doing the same thing for a while. We called the tick tock ification of the Internet. Now people don't seem to even have the attention span to sit through three day, five day challenges as far as that goes. Webinars depends on what your market is, I guess what that would be. But really like people want quick answers. They want to know right away if they can take action and they're willing to take action in the longer term if they there is certainty as far as that goes. So we're shifting up all of our funnels as far as this goes to, you almost have to as a necessity feed into this as far as that goes. And so where I'm looking at the shift is right now, like my YouTube videos, anytime I post a long form video on YouTube, it's getting at least a hundred views plus. And what I'm including in those is a lot of the stuff that I was talking about in my webinars, a lot of the stuff on the podcast as well. Because people want instant gratification, immediate information as far as that goes. Now here's one of the number one things that you have to do. You have to stay consistent as far as the topics that you're promoting that are related to selling the actual thing that you sell. One of the biggest mistakes that we make is trying to get engagement, likes, comments, shares, stuff like that. The engagement that you want is views, views and time on platform. Now more than ever, whether it be how long somebody's watching through an Instagram reel, how long somebody's watching through a long form YouTube video, how long somebody's watching through a webinar is important. And there's a process in delivering information that actually keeps people hooked longer watching and listening longer in your content. And so that's important to honor that, that's important to show up with that in mind when you're creating, when we're promoting our business, but here's where AI has kind of come in and caused us a little bit of a, of a challenge that now I'm like, okay, great, let's adjust. As far as this goes, I can, I can see the writing on the wall. As far as this goes. Because you can type in questions and get answers so quickly, everybody wants instant gratification. Now they're willing to sit through, you know, a 30 minute training of some kind, maybe a 20 to 40 minute training if it's really, really good. But beyond that, beyond about 20 to 30 minutes if they don't know who you are, it's just too long for a lot of people in the initial touch point as far as that goes. So what I'm shifting to is all my lead magnets now. I'm gonna, you're gonna notice I'm gonna do this is I'm gonna have lead magnets where I'm gonna have maybe four or five. I'm gonna take all the webinars that I was doing and this is what I'm planning on doing. And y' all are literally gonna see me build this in public. As far as that goes, if you're a part of just following me and doing this. And I got this from funnel hacking a number of different funnels and looking at what is everybody else doing that's running a lot of ads for the last six months, by the way. I'm going to pause here. That's an incredible thing that you want to do. You want to look at what are your competitors doing? What formats are they actually marketing and promoting for the last six to 12 months, this has been a massive shift in the market as far as that goes. Now we're not eliminating webinars or challenges, but we're creating vehicles to build trust before those as far as that goes. So the idea is I think I can generate a ton more leads to my email list that are highly qualified, highly nurtured by walking them through a very punchy packed 30 minute training. Now, one of the biggest things that we have to shift away from is over explaining things. Okay? So be willing to be misunderstood if you know that you're talking. Just you got to assume that you're talking to your buyers as far as that goes. You got to assume that you're talking to people that understand what you're talking about. You got to speak their language, of course, but you don't want to over explain like you're talking to outsiders, trying to explain to them what's going on and that was a big mistake that I've spent a lot of time in my content and my training doing is I was trying to bring outsiders into my world as far as that goes. And they were just like spinning their heads in circles, trying to make heads or tails of all the stuff that I was saying. And so now I don't over explain a lot of stuff. I straight to the point of what I'm trying to say. And if you misunderstand me, I trust that you can be an adult and ask a question, you know, or you're just gonna not follow me anymore because you're just like, okay, well that's not for me. And so what happens is because we're so pointed in what we're talking about and we're not, I'm not self editing as much. I'm not considering all the different ways that people might misunderstand me or things like that as I'm talking in a conversation, I'm able to actually get a lot more content out faster. I'm able to talk more like I do with my higher level clients at a smaller level. Now. Here's what I found from this. Two things. Number one, I've had a lot of drop off from people that have followed me for years, want nothing to do with me right now, and it's because I've changed. They don't like the vibe that I put off, they don't like how I'm communicating. But I've also had an increase in the ones who really, really are a good target fit for me in their results that they've been getting and the deeper connection that I've been making with them. And that is a win, win, win, win on massive scale for me to see that as far as I go. So I'm always wanting to get a lot of connection with the best, highest quality group of people that's going to get the most amount of results. Everybody else I'm willing to let them drop off, especially if they've been wasting my time and theirs for that long, you know, and they can come up with all the different reasons why I'm not a good fit for them. I do not concern myself with that because I'm willing to let them go. Because we're pulling in a whole brand new group of people. We're pulling in an elite group of people, we're pulling in a higher level of people as far as that goes, who can communicate on a higher level. Because that's how I'm talking, that's how I'm Communicating from now on. And so from this, what you have to do is you have to really understand specifically who you're looking to reach. You have to understand how you help people. What is your expertise that you're going to bring to the table, what are your superpowers as far as that goes. And then build something around those superpowers in your offers, in your lead magnets. Everything needs to be actually drew the diagram right here. Even your free stuff to your paid stuff needs to be a straight shot beeline to whatever it is that you are selling. They need to be nearly exactly the same thing. But the free stuff is the initial starting stages of it. The paid stuff is what they're actually paying for for the implementation. Again, if you don't understand that side of it, we're going over that on my, on my webinar this week. I am hosting a webinar on June 5th where I'm going to be explaining a lot of that, how to build out your offers and stuff like that. There's some nuance to it, but I want to keep the nuance much simpler moving forward because it doesn't have to be over complicated. So I'm looking at people who, they want to run really good Facebook ads. That's what we're going to be focusing a lot of our market into, a lot of our marketing towards. And to run a good Facebook ad, you have to have a good lead magnet. You have to have a good offer. We're going to focus on helping people build out their lead magnets. We're focusing on helping people identify their niche. What we're focusing on helping people structure their coaching programs. These are all these kind of beginning stages of marketing, building and creating a coaching program. And then how do we launch a group program? How do we fulfill group coaching that does well. And if I can encompass all of that, trust me, if you start doing that, you're going to make six figures. Okay, if I can encompass that, showing people how to go from zero, finding their niche to growing clients to making six figures, that's gonna scale to the moon, which is awesome. And so now that I've gotten that like really, really dialed in, we're dialed in more now as far as our niche goes, more now than ever. We're gonna really be focusing in on helping people build up recurring revenue, membership sites stuff so they can move out of their corporate job. And one piece that I'm adding into it is helping people. They might be overwhelmed because they're working a job or they have a lot of stuff that they're doing outside of what they're doing. One of the things that I've mastered, literally mastered, is how I have very little time to build my business and yet I show up at a high level with minimal amount of time that I'm actually doing the business work or even brainstorming my business because I'm spending time doing other things as far as that goes. And this is something a I've learned over the years, but it doesn't have to take you 21 years to get there. I think it's a, it's a mental game is what that is. That side of it's a complete mental game. So all that to say I'm going to be building out these short form lead magnets that are like 20 to 30 minute videos where I'm going to teach power packed topics as far as this goes. And then from there I'll probably invite people to webinars that I will host and these might even be pre recorded webinars. And then I'm then I'll host paid events off of this. So we're going to have paid events where I'm live. Everything else, if it's free, is all going to be pre recorded and automated. So that's going to be a whole brand new kind of thing as well that I'm shifting into so that I can remove myself having to work on that I can record a pre recorded webinar. I mean right now it's 10 o' clock at night. Had some incredible inspiration for this podcast right now. Pressed record. Boom. How did I get the inspiration, you might wonder? I was washing dishes, watching a new show on Netflix. I was washing dishes, watching a new show on Netflix. Bing idea for the podcast walked into my office, pressed record. And that's how we started this episode. And that's literally the amount of time that I spent brainstorming over this because I've structured that activity to help me come up with content. And so that's a big part of again, what I teach a lot of people in my mentorship program is how to not spend a ton of time coming up with ideas for your content, relaxing yourself way much, not worrying so much about saying everything perfectly, sounding perfect, doing all the perfect stuff, looking and appearing like you got it all figured out. All of that is a facade. It is. And it's not reality. And it's not going to make you a dime more of money as far as that goes. In fact, in my experience, it will make you lose money to operate in that way. Anytime I try to operate in that way, I lose money because I'm not being authentic. I'm trying to be like what I think people want when I can show up authentically. And I've actually aligned the professional identity of my business to how I am authentically. And now they're integrated as the same thing, which is awesome. That's why you're seeing a new cadence to how I'm talking. Had to work through some therapy stuff over the last two and a half years to even get there. That's why, even if you listen to some of my older podcasts, different confidence level, different tone of voice, even as far as it goes, it's not that I'm actually, like, changing who I am as far as it goes. I'm really becoming the ultimate version that I'm creating of myself. And that's one of the biggest things, is I'm crafting Jeremiah Krakowski this, this, this who I am in my life to be everything that I've always wanted and dreamed of. And so that's how I get to show up. It's. It's a Jeremiah Krakowski that brings in maximum cash flow, shows up at the highest level for his family, is important and. And produces the best, best results for my clients. And I would say that those are, like, if I'm looking at my life right now, those are the three top priorities for me. Crushing it with the family, it's number one. Crushing it for my paid clients, that's number two. And then just being an expert bomb.com incredible at sales and marketing at the highest level. Content creator, teacher, speaker, somebody that people actually want to listen to the stuff that I want to say. And I can tell you, a couple years ago, that wasn't me. I couldn't show up that way. I couldn't talk that way. I couldn't communicate that way. And I know two years from now, I'm gonna look back at this and be like, wow, like, that's amateur hour right there. Two and a half years ago was amateur hour for me, and now I'm showing up at, I think, the highest level I ever have, and it's amazing. And so that's just, again, like a kind of a personal note for me. But I say all that to encourage you that you can get there as well, which is incredible. You know, I've been in this industry for 21 years, but I was never the guy in front of the camera as much, and I was always not being, like, fully myself. Now I can say I'm 100% being myself in all of the communications that I'm having where being integrated comes into play as far as that goes. Okay, but I digress from this. What we're going to be doing is lead magnets, short form content. We're going to use all the same topics that I've been doing because I've been running a ton of webinars over the last year and a half. And Russell Brunson says this, you got to run webinars for at least a year to really dial in what exactly you're going to do. Now I'm like, I'm so locked in as far as the topic that people want to hear from me. Like, I've literally in the last week had so many people reach out to want to coach with me in my program that, you know, I'm considering moving away from using a waiting list on my accelerator. Right now we still have a waiting list, but I'm considering moving away from that because I think we've gotten so locked in now as far as what we're doing that it might not benefit us as much. By the way, this is one other key element I want to tell you and I want to pause here. One of the biggest mistakes that we can make is you can look at, okay, what does a millionaire do? What does somebody who's making seven figures in their business do? And then you want to model what they're doing. That's a mistake in the fact that you actually want to model what they did from where you are at to what got them there. So if you're doing exactly what I'm doing in my business and you're not making six figures yet, it's probably not going to work for you as well. But if you did what got me from zero to six figures, which is what I teach you, that's going to get you there very quickly. As far as that goes, you might say, well, why wouldn't I just do what you're doing at seven figures? Here's why. Because there was a process that got me here and there's certain steps you can skip. And I talk about how to accelerate those timelines. Absolutely. But there's some data as well that you want that gets you to the place where you want to be as far as that goes. Understanding people, growing in your skillset, becoming a great communicator, that takes time of actually putting in the reps. And it's like working. It's like an Olympic athlete showing up at that high level. And so one of the biggest problems people have is they're so impatient, they want the results right away, when in fact, there is a process to it. If you follow me, if you plug in with me, if you listen to my podcast, if you listen to my content, I will give you that blueprint. I will give you exactly what the steps are to take. You can trust that every single time. Okay? So we got to keep it simple. We got to honor the fact that people's attention span is much lower, and we have to honor the fact that they're now more than ever. The algorithms are really, really highly addictive on social media. And so if you're marketing on social media, you have to tap right into that and be an extension of that same addictive algorithm. And this might sound a little bit uncomfortable because you're like, wait a sec, I don't want to be like, these addictive algorithms. You have to literally teach your content in a way that that's a direct extension of all the other content that they're seeing on the algorithm, meaning that it feels exactly like the stuff that they're wanting to engage with your target customer. And you might watch the stuff that your target clients engage with, and it does not feel like you or authentic as far as that goes. So that's where there is a structure to how you want to learn to communicate. You want to model what a lot of your competitors are doing as far as their cadence goes, far as their tonality, their tone of voice, maybe even some of the words that they're using. And you want to also learn how to build excitement. You want to build anticipation, you want to build connection engagement, where people want to watch all the way to the end because they're hanging on what you're saying. So this is exactly the same structure that filmmakers take. This is exactly the same structure that novelists take and video game creators take. And now it's coming into our social media world, where it's like, okay, it's always kind of been this way, but this is really the piece that you have to get is you have to really tap into. There's certain triggers that fire off dopamine in people's minds, and it creates this kind of dopamine drip in their brains where it's, like, very exciting to listen to you. It fires off the triggers in the brains where it's like, the brain is like, this is what I want more of type of a thing. And so it's sticky, and they get more hooked on it. And so what you got to do is you got to create very sticky Highly. You're going to hook them in with your content. You're an extension of what these addictive platforms do. And the idea is, because you're a coach and mentor, you're moving people to your platform to where if you're a good coach, you're gonna. You're actually gonna help people understand how digital detox is helpful, something I help people with. Understanding how looking at, like, just being so sucked into the algorithms is like, really rewiring your brain in a way that's. That's against creating wealth. And then you're gonna help people wire their brains to understand, to rise above the matrix, as far as that goes, is a big part of it. Okay. But you have to. When you're marketing, when you're doing your sales and marketing, you have to go right into the matrix and actually communicate in the same way that people expect on the algorithms. And this is where, like, if you're, if you're. Our pride and ego could get in the way of this. Where we're like, well, that's just not me. I'm not gonna do that. No, I'm. I'm, you know, I. Again, I had, I dealt with this myself, and now I've had to. And that's one of the subtle shifts as well in the content that I'm creating is. That's part of why I don't over. I'm not over explaining everything anymore is because that creates much more engaging content because it actually triggers curiosity to create more questions. You want your content to actually trigger curiosity as far as it goes. You want to become a great communicator. You want to learn how to communicate in a way that people actually want to listen to. People actually want to sit down and spend time listening to, and they want more of what you're talking about. I hope, I hope that when you're listening to me, like, you want more of what I'm talking about. You want to learn more about this stuff. You want to learn more about how you can make six figures in a business using these concepts. You want to learn more about how you can make this kind of money working only 10 to 15 hours a week even. Okay, so again, that's exactly what we go over in my events, is exactly what we help you with in my client growth accelerator program. If you're not in the accelerator program, would highly encourage you to get on the waiting list for it to jump in when we do open the doors to it and become a client and to work with us in there to help you build out your landing pages to build out your offers, build out your ads and get the results you want. All right, so hopefully this has helped you. It's giving you kind of a little bit of a bird's eye view as far as where the landscape of things is headed. I've been talking about this, the TikTok ification of the Internet for a long time. It really is now. It's AI is the biggest. Is the biggest thing is because. It's because people want instant gratification. So you gotta feed that beast. You gotta feed the instant gratification drive that people have as much as possible in the sales process. And then you, you sort of like get people off of that instant gratification in a way that you're still sort of feeding it. That's why your, your courses and your coaching programs need to have step by step, you need to provide like, support and accountability. And this provides people with a combination of everything that they've always hoped and dreamed of that keeps them hooked and sticky inside of your ecosystem, inside of your coaching program. The classes, the courses, the information that they're able to get as well, keeps people engaged at those levels. All right, so hopefully this has helped you. This is something I've just been, I've been tossing around different ideas on them. I'm going to be refining it even more as far as this goes moving forward. I've been teaching a lot of this to my coaching group. I'm going to start teaching more of it on this podcast as well. It took me like six hours to explain what I just told you in like 20 minutes three months ago, by the way. That's another skill set. You learn how to literally say the same thing in a a fraction of the amount of time to pack a lot of punch. I probably could Talk for another 20 more minutes on this to dive deeper into the whole, like, dopamine triggering process. If you understand how algorithms work and how films and TV and video games and, and even fiction novels and even, even non fiction now has to do this. Non fiction now just merely providing good information is not good enough. You have to educate and entertain and be interesting. It's not enough to just be academic anymore. It to be something that people really want to spend more time consuming as far as that goes. And you can craft all the highest quality education and information in a highly engaging, entertaining way. And so that's what produces results. That's what you're looking for. All right, listen, if this podcast episode has helped you share it with somebody, make sure you subscribe subscribe to the YouTube channel. Keep plugging in. I'd love to see you in our. In our coaching group. Alright, talk soon.