The Single Most Important Element Of Marketing To Increase Revenue (Not What You Think)

Amanda Sabri Subhi joins me now in the studio. I really look at business as an incredible vehicle to really, like, make good and make change in the world. This was something that I learned firsthand on the front lines of capitalism, like, getting my teeth kicked in. And making phone calls is like, when I worked for many different companies, is that like, you know, you're limited by how many phone calls that you can make. Right. And it's like the thing that I found that to be the most pivotal was the offer that we were making on that telephone. It wasn't necessarily just the delivery vehicle that was me or that was a salesperson, but what was the actual offer that's being communicated? And so the Godfather strategy is all around, how do you make an offer that is so compelling that your prospects simply can't refuse it? Right. And engineering everything around that, because a compelling offer is infinitely more powerful than a convincing argument. And most people's marketing is simply trying to have a convincing argument of why you should buy, rather than radically flipping that paradigm on its head so that an argument doesn't even need to take place because the offer is so compelling that it magnetically pulls people towards it where they would be a lunatic to refuse it.

In your book, you use an example of a digital marketing firm. Was that your own digital marketing firm that you changed the offer on, or was it somebody else's?

No, it was Al's.

It was yours. And so could you walk through that story for everybody? I think it'd be very valuable.

Yeah. It was like, so, you know, we. I started king Kong in 2014 and was definitely late to the party, so to speak, on digital marketing agencies. The blood was already all up the walls and in the water of competition, of how fiercely competitive the market was. It's 1,800 digital marketing agencies, you know, in Australia, for a population of 23 million people, 2 million small businesses, like, it's like everyone was, like, on the ground scratching it with the turkeys. And I wanted to be like that eagle flying in the air. So, you know what I realized when I was making a lot of cold calls is that most people had been burnt by two or three different agencies. It was always this argument of where different. No, no, no, no. We're different. We're not like Tom, Dick, and Harry that burnt you to a crisp before. Like, we're different. Right? And it's just like, it just falls on deaf ears. Like, it's like you just find yourself in these dialogues where you're trying to convince somebody that you're different. So rather than doing that, you know, I came up with the guarantee of actually guaranteeing results or we don't get paid. And when I did that, the tables turned dramatically and I went from having to try and argue and convince people and objection handling where it's like, no, I'm going to guarantee to get your business on page one of Google in the next 90 days or you don't pay us.

That was so powerful to me when I was rereading it this morning because, you know, we're a coaching business to accountants, mortgage loan officers, that type of stuff. And I was having a call with a woman yesterday who had been burned, as many entrepreneurs are, they have bad coaching experiences. And she said, what makes you different? And I did give a, you know, the spiel about what made us different. And then I realized what made us, what could have made me different, but I didn't tell her was like, hey, listen, just try us and if you don't like it, we'll give you your money back. And we recently did a couple of promotions around the courses that we have where we tried to make it a real no brainer offer by telling people that if they bought the program and got great results and simply sent me a testimonial, we would refund their money. And I think what you say in your book is, you know, it'll probably triple a great guarantee, will probably triple your response and your sales with only a small increase in the refunds. And I can absolutely say that you're right on that. So thank you for reminding me of that.

Yeah, and it's this, that's just a key, pivotal thing. Like you see people just mindlessly trying optimize their funnels and their ads and get more CTRs. And let me add this proof element and let me do all of these things, right? All of these additional things that give you minor increases or you can just change the offer and get a huge uptick. Like you're not going to double your ads, double your revenue, or double your sales by increasing the efficiency of one of your Facebook ads. That's not gonna happen. Right. But you will by making a more compelling offer to your prospects. And most people don't understand is like, let's just say that you spend 10,000 bucks a month on marketing, right? And you know, you convert 10 customers, so your customer acquisition cost is 1000 bucks per customer on the ordinary offer that you're making right now. Right now most people don't understand that if you have a weak offer that just increases Your customer acquisition cost. Right. They're thinking about the one or two people that they might need a refund. What happens if you could spend that same 10 grand and get 20 customers because your offer is way more compelling, and then have to refund one of them? Like, that's where. That's where the time is that you need to spend your energy on is the offer creation. And even as you ascend as a marketer from being on the tools, doing all the stuff, and then just become more of a, like, you know, an oversight and having a look and still being involved in the marketing. But if there's any leverage point that you can do, it's not the copy, it's not how sharp the funnel is, the webinar, the, you know, the replays, it's the offer. That's where you want to spend your time and effort. Is crafting something that gets people to pull out their wallets irrationally, emotionally, and buy in huge quantities?

Absolutely love that. And one quote that you had in the book that seems to be yours is, if the offer and guarantee don't keep the founder up at night, then they're not strong enough. Which means you've got to be feeling like, you know, the business owner should feel like they're being ripped off by the. By the customer. Because, like, this is just so good. Right?

Yeah. And that's. Yeah. And that's. That. That's. That's a screen that I run everything through and that I have to tell, you know, our clients and students about. Like, if this offer doesn't make you uncomfortable, if it doesn't keep you up at night tossing and turning, wondering what's gonna happen when you make it, it just ain't strong enough. Right. So you have to tie something on there that makes you feel uncomfortable. If you're really comfortable with it, then it's not strong. No.

Because you're proud. Because you feel like, oh, yeah, I'm getting the best out of this.

Yeah. And there's risk. There's risk that's present in every transaction. Either you burden that or you ask your prospect to burden that. Right. But in both of those instances, like, you know, if you're. If you're saying, like, I'm going to get, like, the prospect to burden it, you think that you're winning, but you're losing because you're not getting as many customers as you possibly can. Your marketing isn't as efficient as it possibly can, and you're just not doing an effective job as a business builder. If you're making an ordinary offer, and you're expecting the traffic guy or the agency or the funnel to magically fix that fundamental problem. If you enjoyed this video, please like and subscribe. We're dropping a video like this almost every single day on YouTube, and if you've got any questions, leave them in the comments box below with hashtag heysubri and I'll do my best to get in there and get that answered.