David Molina explains why nuance in marketing strategy was essential to building a six-figure business. He breaks down the difference between customers and clients, whale bait and fish bait, and how these distinctions make audiences pay attention and lean in to what you're selling.
Buenas tardes from Spain. It's cool here because it's sunny, unlike Poland, which is not. So we're with the Ukrainian now working on moving here, and we're excited about it. And I'm writing emails. Every time I travel, I get ideas on kind of how to, how to make things better for my business, for my clients' business. And one of the things that I was thinking about today was nuance. And good marketing creates nuance. I believe good marketing is, well, it's many things, right? But one of them is creating nuance. And what is that specifically is that people want to put you and your work kind of in a box. And that's why they want to say something like, oh, you're a coach, or you do fitness, or you do business coaching or whatnot. And it's not because they're evil or they're trying to demean your work in some way. It's just that it's an easy way to remember things when you label them as black and white. As humans, we like to label things as good, bad, right, wrong, effective, non-effective, and, uh, your prospects and your audience are not any different. But introducing nuance actually helps them understand the world in a better way and makes them ask, what else do you know? So if you see my marketing personally, it's full of nuance because I do think that it's useful to make distinctions between, for example, customers and clients. A lot of people treat them as the same thing. I don't. I think they're very different and they should be treated and marketed to differently. Or whale bait and fish bait. Most people just call it content, but there's a big difference between posting fish bait and posting whale bait. Value and insight, it's just content, right? But I make the distinction because it is useful, and that makes people, at least some people, lean in and say, what is this? What else do you know? How can I apply this? And it makes people interested in what you know. Now, you're probably an expert at something or more knowledgeable than others at something, and being knowledgeable at stuff means in a way you understand the nuance of the things that you do. So what is the nuance of terms in your industry that kind of everybody calls the same thing, but you know they're not? Making your marketing instead of amplifying the promise, making things better, creating better videos, making them cooler, which there's a time and a place for that. Nuance is kind of a big, big lever to pull. So take the concepts that all of your industry kind of treats as the same thing, but you disagree with that approach, and you can create nuance between— no, this is actually— it's not just A and B, it's A1, A2, B1, B2. And that makes people kind of, okay, what else do you know? What can you teach me? And And that's been actually quite effective for us in the Cash Creators. It's, um, it's been working for us now. It's been working for us for a long time, and it's because it's kind of one of those principles that are fundamentals. And, um, every time I deviate away from it, things get hard. But every time I introduce understanding to people from how I see the world, uh, business gets easier. So it might— it's very likely that it'll happen the same way for you. So if you'd like to learn more on that specifically, you can go to legsandcash.com. That's a free newsletter on how I show people how I built a $100,000 a month business, uh, through Nuance. That was one of the mechanisms among others, but you can go there and check it out.
