Sabri Suby explains his "knife to the neck" approach to launching campaigns: treat failure as catastrophic to force your best work. He focuses on three things: building an irresistible offer, adding a strong guarantee to kill buyer hesitation, and producing the sharpest ads and copy possible.
Hey, guys. Today on hey, Subway, I'm answering Joshua Lim's question. What is your thought process prior to launching the next big marketing campaign? The way that I approach this is like, whenever I'm thinking about launching a new campaign or a new offer or whatever it might be, you know, I really like to basically put myself in this state which I call knife to the neck. And that's where it's like, I literally have a knife to my neck. And what would I do on this campaign if, you know, I would basically be beheaded if this campaign wasn't going to work? And you might be thinking, like, holy shit. That's like, you know, very solemn thought to think that way when you're launching a new campaign. But where that came from was that, you know, in the beginning, when I started off in my marketing career, you know, that bit of money, like the first thousand dollars that I had to roll into a campaign, that was literally money that was either going to pay for my rent or food or it was going to go into a marketing campaign. So it really, really needed to work. So that's where I start from, right? And then I think about, okay, well, if I had a knife to my neck and I was going to be beheaded at this campaign wasn't going to work, what would I do? Do you know what I mean? And then I start thinking, I would have the best offer that I could ever possibly think of, right? It would be just so irresistible. It would be the best godfather offer that I could ever make in my life. So I'm never left wondering, like, oh, I wonder that I could have made the offer a bit stronger. And then from that point, I think about, well, then what's the other thing that I would do? Well, I would have a very, very strong guarantee, because, you know, that's going to be a huge resistance for people to buy is that if they're going to buy and they're not going to get the results, so then I have a very, very strong guarantee. And then off the back of that, I want to make sure that I'm putting out the very best ads and I'm writing the very best emails and I'm writing the very best sales copy that I can possibly do, and I'm editing it down, and I'm really thinking, like, if this doesn't work, you are going to be beheaded. So I look at every single element and I try to make it the best that I possibly could. Otherwise, it is life or death. And it's really from operating from that point that it allows you to go out there and write promos and campaigns that just fucking tear the house down. And even when I'm in a situation now where I do have resources and I'm spending a thousand or ten thousand or whatever it is on a marketing campaign, I still operate from this point. I don't get sloppy and lazy and think like, if this doesn't work, it's okay. It's just a split test. No, no, no, no. I have a knife to my. It must work. So that's really the thought process and the mindset that I think about when launching a new campaign. Hey, guys, if you enjoyed this video, make sure that you click the like button and subscribe. We're dropping a video on YouTube every other day, and if you've got any questions about any of the content that I covered in this video, just basically leave a comment with heysubree in the comment section. And every week, we're also trying to go through all those questions and get them answered. So go ahead, click, click, subscribe, and we'll see you in the next video.
