These last couple of weeks have been an excellent example of how stressful marketing can be. I am sure some of you have wondered if it is worth it…haha
I may have added some additional pressure, but at the end of the day, I want all of you to increase your frustration quotient. I learned this a while back when I started my first business.
What used to be stressful doesn’t even phase me. I can take on a lot before I feel any pressure.
The more you take on, the more you can expand. Just don’t stress. Replace stress with work and skill. Those two things are the antidote.
Results Are The Only Thing That Matter
Last letter I talked about getting results for our clients. It’s the only thing that matters.
Here’s a great example
Nicole has been working like crazy on one of her clients. We have entered month three of the contract, and this last week she generated 700 leads. That’s 700 people getting introduced to our automated email sequence.
Once a lead is captured, they’re nurtured by the following:
1. Customized Email Sequence
2. Remarketing Campaign On Facebook And Google
3. Phone call or text message
4. Email Blasts
It takes multiple touches for a lead to convert to a customer.
Obviously out of the 700 leads you are going to land customers right away. Nicole mentioned 10 per day were requesting they be contacted immediately.
I love hearing this. Results matter.
We’re Ad Men and Women. The pressure is on us to perform. We earn our keep and do not get recognized for our success. Our images, ads, videos, content, and website have to generate results. That is just the way it is.
Fun right?
Advertising Is All About Human Nature
For the most part, the majority of the human race wants the same thing. Power, money, fame, youth, change, and progress.
They want to fulfill their desires.
But it’s hard for anyone to take action on desires alone. They need to face an actual problem first. Once a problem arises, they will go to great lengths to solve it.
We seldom spend money to prevent problems. We spend fortunes to fix them.
I have found that most do not take action until they have a problem.
I have been reading a book by Claude Hopkins. It’s a little gem and I want to quote some of the book that applies directly to our Facebook ads, blogs, Videos, etc.
“Never advertise negatively. Always present the attractive side, not the offensive side of a subject. Do not picture or feature ills. The people you appeal to have enough. Show and feature the happier results which come from your products or methods.
People are seeking happiness, safety, beauty, and content. Then show them the way. Picture happy people, not the unfortunate. Tell of what comes from right methods, not what results from the wrong. For instance, no tooth-past manufacturer ever made an impression by picturing dingy teeth. Or by talking decay and pyorrhea. The successes have been made by featuring the attractive sides. ”
Go stuff. Make sure you use it in your ads, offers, and your Headlines. A well-crafted headline and offer can be the determining factor in the success of your ads. Nicole’s campaign is a great example of this.
Video Marketing
Mckell and I had a very productive discussion on Friday about Video. She was stressed about a video, and I have not been communicating exactly what I am looking for in our video shoots.
We have issues and need to figure them out. This week we will have a conference call to go over our thoughts and see what we need to do moving forward.
A video is successful if it does the following:
Generates a direct ROI on YouTube and Facebook ads
Helps the client decide to make a purchase
Ads to our nurture campaign or top of mind awareness (remarketing, email, etc.)
Makes the client happy
I think our efforts are ok, but we have fallen short. This will all be discussed in our call.
House Keeping Items
We have found that people like our little guides and infographics that we have been creating. Everyone one of your clients could use them.
We have two artists that can produce them.
Kent and Dustin.
I will be emailing you their contact information so that you can contact them directly. No need to go through me. When you order one, let me know, because I do not want a huge bill at the end of the month.
You can check out the ones that I have created for Marketing Hy. Here are the links.
It’s has been extremely stressful few weeks for everyone. It’s a battle out there. Keep up the great work. This last month we have been all over the place. We shot videos in Phoenix and Baltimore, I spoke at Las Vegas Pubcon on Video Marketing and Lead generation, and Taylor may have found a girl…lol
I want to go over a couple of things and give you some tools to help with some of your clients messaging.
I have mentioned this before, but I think it is important that I go back over it. We have to keep things simple. Our clients tend to want to complicate their message which causes customer confusion.
Less is more. We are seeing that people are browsing sites. If you have a large paragraph on your website, it’s most likely getting skipped.
Every message must be simple and clear. Every website should have a clear call to action and some type of offer. There’s a proven system behind everything that we do.
The message needs to be directed to the customer and hit on their pain points. We want to make it clear and simple as possible.
Once you have created a clear and simple message you can move onto the offer.
Today I was looking at the websites of some of the clients and very few of them had an offer. Let’s get that fixed.
They all need an offer.
Here is a little tool to help you. It’s from Donald Miller at Storybrand. I recommend reading his book.
Page speed (Load Speed) is a big deal when it comes to website performance. After you have optimized the website, you should make sure your hosting company has enough juice.
Companies like Godaddy, Bluehost, 1and1, and network solutions just don’t have it. They are cheap, which may work for startups, but if you are serious about website performance you need to upgrade.
Speed matters and hosting can make a big difference.
Here is an example of the exact same website that is being hosted by two different hosting companies. We like to use wpengine for our clients. Since we have a lot of different websites we share the expense.
Our hosting vs the other guys hosting.
You can test your speed by going to Google Page Speed.
