“On average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.” David Ogilvy
One of the biggest struggles and mistakes that I see businesses making is that they don’t spend enough time creating content. We run marketing campaigns for about 50+ companies, and our number one hurdle is the content.
I asked a client the other day to produce an article, and I got denied entirely even though the success of their campaign depends on it. The likely path of this client is a failure.
Without content there are no ads, email campaigns, blogs, nurture sequences, social media, etc..
I wish there was an easier way, but there isn’t.
So I am going to help you get over the hurdle of creating quality content.
You just do it!
SMALL BUSINESS OWNER? I have been there.
You just do it!
STARTING A NEW BUSINESS? You need content.
Just do it!
TRYING TO GROW YOUR BUSINESS? Nothing works better than content.
Just do it!
It all start with something we were born to do. Imitation!
“People today live by the assumption that they’re naturally “either good or bad” at a specific skill. While yes you do have natural talents that can help, but the best of the best don’t rely on talent… they rely on hard work and doing things that make you a bit uncomfortable until they develop a skill.”
I play a lot of basketball and spend a lot of time trying to get better. I’m the only 6’1″ white guy that has dunked on Shaq. You can see the proof on YouTube…:)
Let’s say I want to become a great shooter. Instead of starting from scratch, I can watch other great shooters and pattern my shot after theirs.
In my opinion, Klay Thompson has one of the best shots in basketball. I want mine to look like his, and I want the results that Klay gets. So I watch and observe and practice until mine looks like his. It’s not going to be exact because we are different, but I will take what I see and adapt it.
This is how I learn new skills. I will watch professionals and do what they do.
We all do the same thing.
We learn by observing what others are doing and putting into practice what we have seen. We do this on everything else, but when it comes to writing and content, we are so concerned about plagiarism that we think we need to recreate everything from scratch.
You don’t!
Over the coming days/weeks, I will give you some tips on how to create quality content. I will show you how, but you will need to watch what I’m doing, and put it into practice.
Doing is the keyword…
What I am doing now… is writing an email. I’m putting into practice what I have learned from others, and I am telling you to do the same thing. Get started by sitting down for 30 minutes and write or shoot a video.
Just do it!
Start with a simple Headline.
There is a simple way to create headlines that will grow your business. You will use headlines on your website, facebook ads, cover images, blogs, and emails. So it’s essential that you get a good one because a headline is the difference between success and failure.
The number one goal of a headline is to capture attention and get them to continue reading. That doesn’t mean you are going to create a headline that doesn’t align with your product or your message, but you can get creative.
If you put the word SEX at the top, it will grab attention, but if you are using the word SEX and your product is sleeping pills, you may get a lot of pushback which will have the opposite effect.
Actually, those two things may go together. Some people go right to sleep when they hear the word SEX. 🙂
Here’s a simple method that I have used to generate headlines. I call it… “the art of the steal.” Steve Jobs did it so we can imitate him.
Find Headlines that you like and adapt them.
“…great poets imitate and improve, whereas small ones steal and spoil.”
I have about 50 saved Facebook headlines, and another 50 saved Instagram ones. I am always looking at different ads to see what grabs my attention.
I will take the same headline and change up the words.
It’s that simple.
Here are some headlines that I have found on Facebook and saved for my future use. I will change the wording on these headlines to match the product or service I am pushing.
“PPC Agency Owners Are Finally Discovering The Perfect Way to Create High-Quality Leads, For a Fraction Of The Price, While Getting Paid What They Are Worth!”
Dan Wardrope
“Writing Copy That ACTUALLY SELLS Doesn’t Have To Be A Pain. Let Me Make It As Easy As “FILL IN THE BLANK” For You!”
Increase Academy
“It’s funny – I’ve struggled with marketing myself… but I’ve always been able to market the heck out of other people.”
Dennis Murphy
“Get Immediate Access To The Knowledge Business Blueprint Course & Software. The Training That Gives You The Exact Strategies And Done For You Marketing To Profit From The $355 Million Dollar Per Day Knowledge Industry.”
Tony Robbins, Dean Graziosi & Russell Brunson
“With the myriad of “marketing formulas” available to the modern marketer, what’s often forgotten are the answers to four simple, but critical questions.”
Todd Brown Marketing
“3 years ago I decided I wanted to share what I had learned in my journey of personal evolution and my expertise as an entrepreneur . . . but I didn’t know where to start…”
David Bayer
came from increase academy Sean Volser
Here are some more famous Headlines by some of the best Ad Men on the planet.
Do You Make These Mistakes in English?
How to Win Friends and Influence People
“At 60 miles an hour, the loudest noise in this new Rolls-Royce comes from the electric clock.”
How a “Fool Stunt” Made Me a Start Salesman
“They Laughed When I Sat Down at the Piano – But When I Started to Play!”
Who Else Wants a Screen Star Figure?
How a Strange Accident Saved Me from Baldness
How I Made a Fortune With a Fool Idea
Profits That Lie Hidden in Your Farm
How I Improved My Memory in One Evening
Is the Life of a Child Worth $1 to You?
Here is a Quick Way to Break up a Cold
How Much is Your Working “Tension” Costing Your Company?
How to Burn Off Body Fat, Hour-by-Hour
Get Rid of Money Worries for Good
For the Woman Who Looks Younger Than She Is
Thousands Now Play Who Never Thought They Could
To Men Who Want to Quit Working Some Day
How a New Discovery Made a Plain Girl Beautiful
Why Some Foods “Explode” in Your Stomach
Imagine Me… Holding an Audience Spellbound for 30 Minutes
The Lazy Man’s Way to Riches
Are You Ever Tongue-Tied at a Party?
You Can Laugh at Money Worries – If You Follow This Simple Plan
Why Some People Almost Always Make Money in the Stock Market
Take one of the headlines above and adapt it to your product or service.
That is it!
Your headline is now created and you can move onto step 2.
Step 2 will be discussed in our next email. This is where we learn to position the problem and overcome their objections.
It basically about having a conversation about what is going on in your prospects head. The better you understand them, the easier it will be.
“On average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.” David Ogilvy
As I scroll down through my Facebook feed, I see an endless number of self-proclaimed gurus that are running marketing campaigns for businesses.
Here’s how it happens.
A “guru” says he is making a $10,000 a month running marketing campaigns on Facebook for other businesses.
Simple money right?
So he creates a course on how you can make money running marketing campaigns for businesses on Facebook. He flashes a few images of money he has collected in his bank account to get people to sign up.
Desperate people buy it, and we are off to the races.
The new “guru” who has just been educated by the old guru is now promising businesses that he will make them successful. He lands a couple of gullible business owners, and now he is off to the races.
Rinse and repeat.
It’s the perfect case of the blind leading the blind.
Who are the losers?
The business owners. Many of them are not educated enough to know what is fake and what is not. They will eventually figure it out after months of wasted time and money.
By than…
The “guru” has moved onto other companies.
Beware of “gurus” and beware of promises. Best to only pay these people based off of their performance. But don’t go blindly and mindlessly into business with them.
Marketing takes time, money, and expertise. There’s no simple solution. It’s hard work to beat out your competition and wrestle with social media and search engine platforms.
It’s a battle out there. You can’t have tinker bell at the head of your army when you’re fighting against Maximus or William Wallace.
Now onto some good stuff.
I’ve been reading “Scientific Advertising” for the third time. It’s one of the best advertising books out there because Claude Hopkins was one of the best Ad Men.
He understood that Advertising is about profits. He said, “Men are in business for profit, not to exploit their ideas. And their ideas vanish just the moment that profit fails to show.”
Profits come by speaking to the consumer and getting in their heads. We are continually fighting this concept with both Marketing Hy and Ydraw.
Your audience will listen if you talk service to them. Speak to their needs and their wants. Consumers will turn their backs when you seek to impress an advantage for yourself. If you take a look at your website and it is all about you, change it up a bit and change your ads.
Most advertising dollars are blown by companies creating selfish ads.
“That’s another big point to consider. Argue anything for your own advantage, and people will resist to the limit. But seem unselfishly to consider your customers’ desires, and they will naturally flock to you.”
Marketing does not need to be complicated, keep it simple and your marketing message will be clear.
Your marking campaign doesn’t need to be over complicated, keep it simple and your marketing message will be clear.
Marketing to Solve their Problem
First off, you have a product or service and that product or service solves a problem.
If you’re a property manager, the problem you’re solving is people don’t want to manage their own properties, it’s complicated, it’s a pain in the butt, and so tell people that. And you don’t need to over complicate it.
You don’t need to come up with some amazing slogan or anything that tries to sound pretty. The idea behind marketing is tell people how it is, tell the problem you solve, and then create a clear message.
Kinda simple.
Share Your Marketing Message
Step number two. Make sure you create a clear message and share your message.
Share your message on social media, video, on your website, on brochures, whatever you want to do.
You’re just gonna take that clear, simple message and you’re just gonna put it out there.
And then at the end, you are gonna invite people.
Give Them a Call to Action
I’m always surprised by these companies that build these amazing videos. They go out there and they’ll spend hundreds or thousands of dollars and the video doesn’t even invite people to do things.
So you want a clear call to action and invite them to change, invite them to buy, invite them to try, and that’s it.
Marketing Mistakes – What Not To Do:
Complicate Your Marketing Message
What most people do is they complicate things.
First, they confuse the heck out of their audience because they don’t create a simple message.
They want to talk about all the features of their product. How it does this, how it does that, how it solves, how it’s this color, and they forget at the end of the day they’re there to solve their customer’s problem and they don’t ever speak to the customer or mention their problem.
Confuse Your Ad with Features
Companies are just doing too much. They are using too many words and also using too many marketing strategies.
So you’ll go to a lot of websites and you have no idea what they do because they’re sharing so many different messages and what you want to do is stick to one message.
Another thing they do is have too many websites, too many funnels, just too many platforms. They over complicate things and they can’t figure out the one thing that’s gonna get them customers.
They’ll run display ads, video ads, Instagram ads, and it’s not bad to do all this stuff, it’s just what you need to do is find one avenue that’s gonna produce you income and then turn around and expand out from there.
Most importantly where most companies go wrong, is they like to do everything all at once. It just gets too complicated and at the end of the day they are not getting the results they want.
This week make it a goal to simplify your marketing.
Keep it simple.
I promise you if you keep it simple you’re gonna see great results without confusing your audience.
If you have questions, always reach out to us.
You can find us marketinghy.com, or you can go to our other company, sister company, ydraw.com if you’re looking for a video.
Writing consistently is not easy. It takes time, effort and a consistent drive to get better. I’ve always struggled with writing, but I make myself do it. I expect my clients to create content, so I better.
I like to practice what I preach.
Very rarely will a business admit that their marketing is not producing. The same goes for agencies. All of us, including you and me, have a slightly shrewd idea of ourselves. We often try to convince others and ourselves that we are something we are not, or that we are “doing” something we are not.
Therefore, my reader, the truth shall set you free.
Burn this message into your mind. Be very skeptical of what people and agencies tell you. Be very skeptical of surveys, rewards, questionnaires, and reviews. Instead, believe in what you see and in the results.
For example, if a marketing guru tells you they do marketing, what should you do?
First, you should check out their marketing campaign.
Do they run Facebook ads, Google ads, Remarketing, YouTube ads, or create email campaigns?
Do they keep a pulse on the industry? Do you have an excellent clean website? Do they rank for SEO?
And the big kicker.
How do they themselves get customers? Did they cold call you to sell you on online marketing? There’s a bit of a disconnect there! If an online marketing company can not produce leads from their own online marketing campaign, what makes you think they can do it for you?
So let’s talk headlines!
“The purpose of a headline is to pick out people you can interest.” Scientific Advertising
We are all in a hurry, and the headline is the piece to slow us down. Not just one headline, many headlines are required.
Ad platforms allow us to test different variations of our headlines, but we aren’t using them the way we should.
We aren’t doing near enough testing with our headlines.
Let’s start with a simple headline…
“How to grow your business.”
This is ok, but it needs to be customized a bit.
“How A Chiropractor Can Grow His Business.”
What if we took this a bit further?
“How a Salt Lake City Chiropractor Can Grow His Business.”
Even better…
“How a Salt Lake City Chiropractor Can Grow His Practice in 30 days or less, guaranteed.”
Customization works a lot better. If you are a Chiropractor in Salt Lake City looking to grow your practice you will click on the ad. Ad platforms allow you to test different headlines and target in on the exact audience. Use them!
Start with the first headline and keep working on different types of headlines until it’s customized.
Ideas breed other ideas so keep working at it.
Customization is so cheap, and most other guys fail to use it. It’s a great way to lick competitions.
They own WhatsApp, Messenger, Instagram and Facebook.
If you are looking to do marketing, you want to be on
Facebook.
Facebook is the perfect tool to make money and to drive
people to your product or service.
But, like all online marketing, Facebook is not a quick fix.
Your written copy and your content do matter!
So, make sure you are creating offers that’s driving people
to your website, where you’re gonna collect their information and continue to
nurture them.
Marketing takes multiple touches for somebody to buy your
products or service.
Here’s a quick hack: The more engagement you get, the longer
your posts are gonna stay in the News Feed.
So, make sure you are liking your comments, liking the
comments of other people, and commenting when people comment on your post.
And lastly, Facebook is a pay to play game.
So, make sure you are spending some money or budgeting
enough money to get some good results from Facebook.
If you want some FREE guides visit our website
marketinghy.com
Keep Marketing!
Learn strategies on how to use Facebook to promote your business.
Online marketing takes money, time, skill, and good content.
You can’t succeed without knowing what you are doing.
Don’t be fooled by online marketing companies, know your stuff.
POP QUIZ
Take out your pencils.
Marketing your business online and generating a real ROI takes:
a) Content
b) Time
c) Money
d) Expertise
e) All of the above
times up…
The answer is e.
If you have been watching my videos you would have known this. But we should have thrown in a couple of others:
f) The right message
g) A good product
h) Tracking
i) Adjustments
z) A bit of luck
The Problem with Online Marketing
Not all online marketing campaigns are going to see a positive ROI.
48% of online marketing campaigns are a total disaster.
Google that.
Fortune magazine just confirmed that number this morning.
But I will tell you it is worse.
This is a big problem because right now you are probably spending money on a campaign that has no chance of succeeding.
They will promise you that for only $250 a month you will be on the number one google spot and will skyrocket your business, but then it all will disappear.
The Pareto Principle
The fact is that that online marketing follows the same principle of everything else. The Pareto principle. Also known as the 80/20 rule, the prediction that 80% of effects come from 20% of causes.
Dentist, orthodontist, doctors, real estate agents, mortgage officers are notorious for falling for this one.
That’s funny and unrealistic.
Think of it logically.
There is only 1 spot available for the number 1 spot on Google.
Do you really think you are going to take that position by putting in minimum effort, time, and money?
