How To Market Effectively

But as a marketer, what are you looking for? I'm looking for options to market to that hundred percent, to connect with the 20%, to have a bullseye for the 5% so that the people who want and need what I have will buy. Now none of us were born with any real beliefs. We weren't born any beliefs, any fears, any habits, any paradigms, perspectives, and we didn't have the meaning for anything. So what happens when we are born in the imprinting, modeling and experiential years, from 0 to about 12, 15, 20, we develop a map of reality and we give things meaning. So let me give you an example. If I brought a 10 foot python that is 300 pounds, a white albino python, three men carrying it into your house right now, how many of you would love it and how many of you would run out the back door? Just a white python, would you love it and want to caress it and kiss and take pictures of it or would you run out the back door? Okay, now listen, grab your cat and run out the door. Look how many people are running and how many people would love it. So here is my question for you. All I said is if I brought a white 300 pound 10 foot long python, now I'm going to add that can coil around you or your pet and kill it and eat it. Like last week a woman in Indonesia was eaten by a 23 foot python. True story, right? So some of you would run away, some of you would love to pet it. So does it have anything to do with the python? Think about what I am sharing with you. Does it have anything to do with the python or the meaning that you have around a python? Whether the meaning was built on reality, or a meaning was built on something you saw on television, or a meaning was built on experience in a zoo or or walking in the park, the meaning you and I give anything at a subconscious level triggers certain emotions. Positive, negative, constructive, destructive, move towards, move away automatically. Those emotions that are triggered subconsciously based on meanings create the electrical and neurochemical reaction that then is felt in the body consciously. Does that make sense? So emotions are triggered, subconsciously, processed by that instinctual part of our brain that's connected to our hippophalamus, which is the memory center of our brain. And then if there's a meaning that's negative disempowering, that can cause us pain or discomfort, boom. In a billionth of a second, the electrical system is activated, chemicals are sent across the synapses and then we have a feeling that we either move towards or away from something before you're even aware of what you're thinking about. Your subconscious mind's already processed this. Does that make sense? Does that make sense? So emotions are activated by the subconscious brain based on the map of reality and the beliefs and experiences that causes feelings and sensations. And there are six core emotions, there's many more sub emotions, but the six core ones, according to Dr. Paul Ekman, are happiness, sadness, fear, anger, surprise and disgust. Now I'm going to go through this fast, okay? Because this is not about this, but this is to help you understand that when we are dealing with the emotional state, your own or your prospects, I'm going to go back and forth so you understand you better, okay? And you understand your prospects better. When there is an emotion, ok, that can cause you any pain or discomfort, are you going to move towards it or away from it? Right? So we have these special emotions that when we understand what they are in ourselves and we learn how to manage our own mindset and emotions, we are empowered. And when we understand the emotions of our prospects, who they are and what causes them to be afraid or what is causing them to be afraid, what caused them to be angry or is causing them to be angry, what are they disgusted by, what are we going to do to surprise them, what may cause them sadness so that we can understand it, what caused them happiness so that there's approach behaviors, right? But we understand their goals, their vision, their desires. That's something that makes them happy because we activate that reward center. Are you understanding where I'm going with this? For the time being I'm going to go deeper, but are you getting where I'm going with this? The ayah, awareness, intention, action is the way you move towards happiness and activating your own reward center. The flip flop actor studio Inner size helps you flip from one emotional state and feeling to another. And then mental contrasting allows you to be able to see yourself overcoming any of these automatic reactions that may be holding you back right now. And then I see me is seeing your future state which activates that reward center, that happiness center, that love center. Does that make sense? So I want you to understand that you have emotions, but you're not your emotions. You have feelings and sensations, but you're not them. All of your emotions are being activated by your memory bank that is triggering a certain neurochemical combination that causes a feeling. Now what we want to do is make sure that you are moving towards your goals and dreams versus allowing fear, uncertainty, doubt to creep in and hold you back. So if you want to know why you may be held back, something may be happening at the subconscious level. And I think on day four or five, I'll show you the four things that are holding you back and what to do about them. Whenever my team and I are writing any copy, creating any videos, writing any articles, we're always asking ourselves, what is it that our ideal client profile is moving away from that's real or imagined? Okay. What is it that they're moving towards? Right? And if we want to focus on neuromarketing, we want to focus on the instinctual, then emotional, then logical part of the brain. Right? And so how are we going to do this? How do we activate the oldest, most sensitive part of the human brain that is focused on survival and safety? How do we target the part of the brain, okay, that triggers the emotions that we want? And then how do we deliver our message to the logical brain once we have done that? Most marketers, first and foremost, don't ever think of this. And then most marketers are actually marketing the wrong way. They're thinking that I have to be logical, and the answer is no. You have to trigger emotional first. Okay, so how do we do that? I want you to think about this. When you are marketing, when I share content, when I share videos, when I do any type of advertising, when I put out any free stuff, are people stopping to look at it because it's unique and different, or is it just more stuff? So when you create marketing and content, whatever you are marketing, make sure it's remarkable, so people remark about it. So you're better off creating one or two or three really good pieces that are unique and different and causes people to stop and look at it. So make whatever you do remarkable, so people remark about it so that it stands out. So you need to be creative. You need to take different angles, you need to stand out from the competition. Right? You need to look and feel different where you can. Now, as a marketer and as a salesperson, which every one of us is, or we're all marketers, that's the lifeblood of our business. When we think about 100 people out there in the market, 80% are not interested in our product or service right now. So we don't need to be worried about them. 15% of the population is possibly interested in what you have and could benefit from your product or service. And if we build trust and rapport and connect and educate them and build our brand awareness around what it is that our specialty is, then we're going to find the 5% that are ready to buy. So instead of making marketing for everybody, why not work from the bullseye or the inside out versus the outside in? Does this make sense? So I want you to think about this. If somebody has a real problem that is causing pain right now, emotional pain, financial pain, mental pain, spiritual pain, physical pain, right now, and I'm talking about any type of pain, if they are in pain right now, are they not looking to resolve, eliminate, get rid of that pain right now? Of course, if it is true that we do more to avoid pain than we do to gain pleasure, then our brain is on this high alert, God, this hurts. Or this is uncomfortable. I don't like this. I am frustrated, I am irritated. It pisses me off. When we are in a state of pain or discomfort, spiritually, emotionally, mentally, physically, financially, we are in a heightened state of self, dialogue and emotions. So that if we see anything written, video, audio, television, radio, that matches with our pain, fear, frustration, irritation, and also, if we are highly aware of what it is that our goals are, what we want to achieve, what we want to experience that is positive, that level of heightened state of desire to move away or towards what it is we want creates the highest neurological connection when we learn to match that state in our words or in our language patterns. Does that make sense? Why? Because the instinctual part of our brain and the emotional want part of our brain is giving attention and energy to what it is that we don't want. Why is it so hard for many people to deactivate their Frankenstein brain? It's because their Frankenstein brain is one of the most highly evolved parts of their brain that is focusing on safety and avoidance of that pain. So it's not only focusing on how to eliminate it, it's also focusing on the actual pain or fear or frustration or irritation as the Einstein brain is focusing on the wants, needs and aspirations. As this makes sense, I want you to understand you and I do more to avoid pain than we do to gain pleasure. So that single premise in neuromarketing and neuro sales is the difference between making 50,000 a year and $250,000 a year. Just this single difference in your marketing and in your approach, we can activate, okay, a neural network that is positive or negative, constructive, destructive, empowering or disempowering. And when you learn how to do this better, and you focus on the 5% who need and want what you have right now, and you focus on educating that next group, ok, who may not need it right now, they don't have the bleeding neck that needs triage right now. But they, with a little bit of education, they with a little bit of connection can be moved from 15 to 5 and then the 80% do not even worry about them. It's not worth marketing to the 80%. Do you know why? It's an uphill battle, right? It's an uphill battle if there isn't any interest, if there isn't any need and you try to convince them you are the one that spends all of your time, energy and attention convincing the wrong people instead of educating, building trust and rapport and creating great offers for the 15 and the 5%. So when we eliminate deliberately the 80% in our marketing, we end up getting the 15 and the 5% to focus in on what it is that we have. So rule one, get out of the convincing business. Rule two, create marketing only for the 15 and create irresistible offers for the 5. Are you getting me? Are you feeling what I'm sharing with you? Okay, stop trying to be everything to everyone or something to everyone. You will never be something to everyone, but you could be a lot to some. Now I'm going to take you back to lead generation, lead qualification. Now do you understand? In the lead generation, the lead qualification stage, we want to eliminate the 80%. They're not anywhere right there, if we can, because we don't want to get on the phone with them for an hour only to find out they're not qualified. Now if we're going to get on the phone because our model requires them calling in and talking to somebody, then we better have our qualification questions in advance with our closing opportunity right there. So when I've worked with doctors, lawyers, dentists, engineering companies, anybody that does speak to prospects, the first thing they do is quickly trust and rapport. One minute to two minutes. Quickly, two minutes, three minutes qualification to see are they 80, 15 or 5 and that determines the next step. Does that make sense? We do not want to waste your time online or offline. So we are saying that 80% of you are not going to be interested. So when we are doing any marketing, when you are doing any paid or unpaid marketing, the purpose is to do marketing to be able to separate segment the 80, the 15 and the 5. When we start to think like this, guess what happens? We start to use our time, energy and attention on the people that are serious. Period. And I don't care if you're selling a pen, a brain, a course, a product, teeth whitening, I don't care. It doesn't matter. You will Find out that this is an accurate representation of out there. Now, in some cases it might be 3% and it might be 17 or 12. I get that. But understand the concept here is we want to be very, very good at targeted marketing. Agree? So how is it that you can spend a dollar and make two or three? Because you're targeting, you know, a specific audience for a specific behavior and need. Okay, which then means that I need. You need to know who your client profile is. So how do you start to create your client profile? Your client profile demographics. Who are they? How do they think and feel? What do they want versus what do they need? What really makes them buy? What hot buttons do they have? What do they want? Okay, and then are they the decision makers or is there an influencer in your sale? So let's say you're selling to corporations, all right? And you have a person in the corporation that you're presenting to. If there are influencers that this person has to work with to get approval from your marketing and your sales process, better address that. So let me give you an example of decision makers versus influencers. Any of you parents of young children or do you remember having young children? I want you to think about this question. There's a local pizza company that advertises on tv, on the tv, the local TV shows that your kids watches that on Monday there's a clown giving out balloons. And on Tuesdays while you wait for a pizza, you can play with clay and do some drawings. And on Wednesday you can learn how to bake a pizza in the little pizza center that was set up for kids to bake pizzas while they wait for their pizza to be made. And on Thursdays there is, you know, a coloring contest. And on Friday there's something else. And I want you to imagine that you and your significant other want to go for pizza on a Friday night to get a break from cooking and cleaning. And you want to go to your favorite pizza place. But your little kids, your 3, 5, 7, 8 year olds, have been watching the local TV station and their friends have been going to this place where they are having fun. Where do you think you are going for pizza that night? The place that you want to go or the place that the kids want to go and play? Which one do you think is going to happen? I will bet $1,000 I know the answer. When 90% of you are going to go, you're going where the kids want to go. Because if you don't, you will hate your pizza night out and you'll Prefer staying home and cooking and cleaning versus dealing with your kids having temper tantrums that they're not where their friends are. Agree. You better understand the psychology of the type of sale you make. If you are in real estate, if you are in insurance, if you are in any of the services that require spousal agreement, if you're any type of business that require board approval, that require other people in there, you're selling process online, offline, better match the decision making process of the buyers and influencers. Everybody agree? Understand what I'm talking about. So before we go out to do any marketing, I want to know who am I marketing to? Is it male? Is it female? How do they think? How do they feel? What have they tried? Okay, what myth do I need to bust? What story are they telling themselves right now that I can enter into that story? What is their hot buttons? Okay? Do I know what they want? Do I know what they've tried? Do I know what objections I need to overcome? When do you think I am going to figure that out? Ahead of time or I'm going to wing it? Most marketers and small business owners wing it when all of the answers already exist. All of the answers already exist. So how many of you are ready to stop winging it and to start building your business at the highest level possible versus winging it and having a business based on hope and prayer? Do you want the financial freedom? Do you want the choice freedom? Do you want to build an asset that works for you? If you want to build an asset that works for you, let's think like an architect, right? Who knows how to market and knows how to sell, right? And so we are going to figure out how to move you forward. So couple of things to consider, right? Is what is your avatar, okay? And this isn't for everybody because again, there are some people, for example, who buy art or jewelry. They're not sitting at night going, oh my God, you know, I don't have enough jewelry. There isn't enough, you know, beautiful art in my home. So remember, some of our marketing is going to be geared towards moving away from. Some of our marketing is going to be moving towards, right? That's okay. Understand it's not always moving away from. It's not always pain and fear, frustration, irritation. There's not always want, need, aspirations and goals. But we as marketers, as business owners, if we really want to expand our sales, we should know both. If you are creating an avatar, you know, for, you know, a professional, you might create an avatar that looks like this, they're skilled at what they do, but they're not highly skilled at sales, marketing, leadership, operation, their systems. I can change this. Experienced entrepreneur, you know, professional or doctor with lawyer with engineer with any profession. I can also replace this with, you know, a small business owner. How many of you resonate with these things? As a small business owner, maybe you're skilled in what you do, but you're not skilled at sales, marketing, leadership, operations and systems. Anybody other than, you know, 90% of you smart. How many of you feel like you're smart? You're fun, you're growth minded, you're positive, you're willing to learn, listen and apply. Is that you? Oh, interesting. Tired of trying to figure out all on your own? Is that why you might be here? Maybe this cool cat, Jon Assaraf might be able to help shed some light on what I'm doing, right? Maybe some things that I could do better. How many of you are ready to shorten the learning curve? Oh, that's why you're here. How many of you are experiencing frustrations and pains and not being able to grow as fast as you would like? Oh, I'm talking to you. How many of you are tired of inconsistencies? Oh, you again. How many of you are working too many hours for not enough income? Oh, somebody there? How many of you Know, there must be an easier way. Like think about the dialogue that you have, right? Am I making my point right? Am I making my point right now? Obviously this requires some time to think, right? So this requires time for you to work on your business versus on the hamster wheel in your business, Right. And no, I'm hit the nail on the head. You have to enter the dialogue that's happening in their head. You have to enter the emotional state. State, okay, of what are they feeling and thinking so that I can create marketing that just meets them where they're at. I don't want to sell them anything. I want to build trust and rapport and first connect with them for them to go, oh my God, you get me, right? Remember, the first phase is trust and rapport. Why? Because, listen, when you're looking at an ad, the way yours in my brain works when we're looking at a sales page, we're actually trying to convince ourselves to leave, not to stay. We're looking for things to cause us to leave. Right? So what we want to do is cause our marketing to cause people to stay and move forward. Right? Right. So in order to effectively neuromarket and neuro cell, I want you to imagine that you take a little bit of time today and you just sit there and say, okay, I wonder what are the current pains that my ideal client is either experiencing right now or is worried she or he might experience in the future? What pain is he or she experiencing right now or that he or she might be experiencing in the future? Now we have a client of ours in this program. She actually started with our winning game of business program, which is the next level of this program. And her name is Brenda Salisbury, and she works in pain management with seniors. And she had no idea even how to market or sell. And so she works with people who are in pain right now that need physiotherapy, and she's got a location around aquatic therapy to eliminate pain. And so she created some marketing around the pain that her clients are already in right now. And she created an image of guaranteeing that they can get out of pain no matter what they've tried in the past. And you know, what, her business like went from start up to a million bucks last year. All right, so how does she do it? Is she had to enter the mindset and the emotion of what they're experiencing or feeling right now, what they want it to feel like. And all the marketing just met them where they were. So how did she do that? Well, she did it by creating, you know, here's what they're. Here's what they're experiencing right now. Here's what they're worried about. Here is what they're concerned about, that they might have a fall. Okay. And that fall is going to create, you know, paralyzation, or that fall is going to create months of not being able to be with their grandkids or spouse or in the hospital. She has a very specific profile of, in her case, 90% women between 50 and 65. So she's speaking directly to them. Okay. Directly to them. So what if you wrote down, here are the pains, here are the fears that my ideal client has. Here are the frustrations they're experiencing right now. Here is what irritates them in trying so many different solutions and nothing working. Here is what they really want. Here is what they really need. Here's what they aspire to. Here's how they. What they aspire to feel and think and do. Can I share something with you? When you do this little exercise, you will have enough marketing for the next year without thinking, what is the copy that I need? What are the videos I need to create? What are the white papers I need to create? What is the infographic I need to create. What are the images I need to use? Why? Because you've taken the time to enter the world of the 5 and 15% instead of trying to figure it out. I've already figured this out and so have other great marketers. Now, I want to just reiterate. Not every one of you has a product or service, okay, that's going to eliminate somebody's pain right now. But maybe your product or service, okay, helps them be more at ease and calm around a fear that they have, okay, Or a frustration that they have or something that they want. Does that make sense? But as a marketer, what are you looking for? I'm looking for options to market to that hundred percent, to connect with the 20%, to have a bullseye for the 5%, so that the people who want and need what I have will buy now. And those who don't, that show interest. We will keep marketing to them until they buy or die. Do you know why most business owners fail? They don't think like this and do this stuff. So consistency is critical. Getting the right message to penetrate the right part of your prospect's brain is critical. And if you do those things right, then it becomes effort less versus effort more. Okay? I love teaching this stuff. All right? So when you have that and you can move them away from what they don't want and towards what they do, all right, you're doing better marketing. So, example is if you're marketing to doctors, okay? Let's say you're marketing doctors. I don't care who you're marketing to. I'm giving you templates to fill out, okay? So that you start to think this way. So let's say you're marketing doctors or doctors marketing to patients, okay? You have to think like the doctor or the patient. You have to enter the dialogue and the emotion of them. So doctors spending too much time treating patients, practice reliant on them. No systems in place or a few systems in place, can't delegate well, not make enough money. Inconsistent new patients, poor patient retention, inconsistent cash flow. Any doctors in here that know what I'm talking about right there. Any physicians in here, go, oh, my God, that's me, right? Yeah. All right. Pains, they can't delegate. Working too many hours, not enough time. What are their fears? Declining patient population. Business won't make it. They'll have to start over. They'll be alone. Financial issues, feels like a failure. Not living on purpose, being taken advantage of, not having enough for retirement, et cetera, et cetera, et cetera. If I know what they are really thinking and feeling, right, I can do some marketing to them. What do they want? What do they need? They want predictable stream of income, higher retention, current paycheck, higher. LTV is lifetime value, right? More free time, high return on staff, control and confidence, direction, support structure. Can you see? Watch this. I want you to pay close attention. Stop writing for just a moment. Let's say I am going to be marketing to a doctor and I want to do some marketing and I either want to do print or video, free or ads, does it matter? And I go, hi, are you a doctor that's spending too much time treating patients and your practice is too reliant on you? Are you having some real issues because you're not making enough money? Because there's poor patient retention that's causing inconsistent cash flow. If you've ever thought of these things and you want to create consistent flow of leads and cash, blah blah, blah. As a doctor, have you ever felt like you're working too many hours and possibly if you're new, you're going deeper in debt and that's causing you not to live the life that you want? Now, many doctors are experiencing a declining patient population and they're worried that their business won't make it. Here are three tips to helping you create a consistent flow of patients that not only come to you and create consistent revenue, but refer their friends and family to you. Discover our three step process how to do that. What am I just doing? I'm just taking this stuff that's here and I am making stuff up on the fly because I know what they are experiencing and thinking. Does that make sense? I could take any of these pains, fears, frustrations. Okay, okay. And I can start to create marketing. I can start to create headlines, I can start to create bylines, I can start to create a story that is one minute or 30 minutes long. I could do an entire webinar just on this for doctors. Are you all with me and understanding what I just did here? If you take the time to do this, the marketing becomes easier. Before I go after any new niche, weight loss, fear, procrastination, self image, business money. I invest about four to six hours and I just sit with a whiteboard like that one right over there or my pad and I just start to ask myself these questions. What are they thinking? What are they feeling? What are they experiencing? What pains are they having right now? What have they tried? I just write all this stuff down. If I say I don't know, I go and do research and then I come up with all of my answers and then I start to create marketing. And I can check and balance with my existing customers. I can check and balance with the experts. Right? Research, Lando, Google, Google, Google. Google is how I do research. Okay. Or, you know, I'll go on any of the forums and ask questions in the specific forums that this person may be on. If you want to know why, you may be stuck. If you want to know why, maybe your business hasn't grown as fast as you'd like. If you want to know why, you may be having inconsistent cash flow. If you want to know why you may not be as profitable and generate enough leads, referrals and business. We have to figure out the cause. The effect will take care of itself. These are just some thoughts for you. And if you have employees or partners or team members okay to start thinking about now. Again, I don't expect you to have all these answers today, but can you see how working on your business and specifically the marketing and selling aspect of your business will help you become a better entrepreneur? Hey, this is John. And if you like that video, watch the next video because it is packed with things that you can do right now to achieve success way faster than ever before.