Ryan Deiss argues that discounts kill margins and high-pressure tactics drive refunds. Instead, use content across social, podcasts, and YouTube to build relationships and convert faster. He calls it marketing romance.
I'm reacting to some of my Most popular tweets. Two observations after about $8 million in ad spend, number one, discounts don't shorten sales cycles, they tighten margins. Number two, high pressure sales tactics don't close more sales, they create more refunds. If you want to speed up the buy, stop selling and start feeding content. Binging beats discounting every time. Here's the deal. Marketing is romance. And just like a romantic relationship can progress very, very quickly if you're spending a lot of time together. The same is true with business romance. And so today, what that looks like is kind of what we're doing right now. If you're consuming a lot of my content, we're spending a lot of time together, then this can progress really, really quickly. And this is the best way to take somebody who's a stranger to get him to become a friend, to get him to become a buyer and ultimately a raving fan. It's through content binging, through social channels, through podcasts, through YouTube. It's a far more effective, scalable way of converting prospects. Yep, you can discount and that'll get some people who aren't yet buying to buy today. But that's going to hurt margins, it's going to hurt your brand. Yep, you can use high pressure sales tactics that's also pulling money forward. Same kind of deal that's going to hurt your brand as well. The ultimate way that is best for all involved is can you just come up with a way to get your prospects to binge your content. Content binging. This is how sales cycles are shortened today.
