I Read 17 Marketing Books to Learn These 3 GEMS 💎💎💎

I read 17 marketing books this year alone okay who am I kidding I listen to most of them and while I learned a lot these three secrets were by far the most impactful and helpful for anyone who's trying to Market their small business and increase their profits and the cool thing is these aren't just three random unrelated lessons if you stick around for all of them you can actually stack them one on top of the next for what I would consider to be the overall perfect marketing super strategy so you'll increase awareness traffic desire and

most importantly sales and you don't need to read 17 different books because I'm going to cover all the good parts and connect the dots for you in this video okay so let's start strong with the first secret there are five easy pieces to Market any business now this one comes from the book marketing Made Simple by Donald Miller and J.J Peterson because sales don't happen as a result of any one thing not an ad not an email not even your website it's a smart strategic combination of different marketing pieces put together in the right sequence

that does it as the book States most believe marketing is an art not a science we disagree while there is Art involved it is very much a science a science you can learn and the book goes on to prove that point by laying out the exact five pieces of marketing collateral that you need to create along with the why and more importantly the how to do it part so the reason this works so well is because these five pieces can all be mapped onto the three stages of sales psychology curiosity Enlightenment and finally commitment and

here's the exact list of what the authors say you'll need to create it all starts with the one-liner or as they put it the one magical sentence that will grow your business it's basically your elevator pitch you know a really short and succinct statement that you can use to clearly explain what you offer and the way they explain how to create this one-liner just follows a really simple formula you bring up the problem your customers are facing then your solution then the end result it creates for them oh and you have to do all of

it in one or two sentences and because I know how much examples can help here's one that they used in the book for a dentist office most parents get stressed when they think about taking their child to the dentist that's the problem at kids teeth our fun and welcoming office puts kids at ease that's the solution so they aren't afraid and their parents actually enjoy the dentist visit the result this is not only a really valuable exercise and just being able to explain what you do in a simple quick way that everyone can understand and

see the value in but you can use this in pretty pretty much all your marketing including your social media profiles business cards your emails and your website which just so happens to be the next item you need to create but not every website works and as they say in the book your website isn't a place to celebrate yourself your website is a place where you sell your customer a product that solves their problem and makes their lives better and this chapter goes into a lot of detail about what goes into a website that actually does

that and that actually just so happens to be something I can show you in my free master class so I've got a link to that down in the description so click on that if you want my exact blueprint for websites that will actually sell your services next you need a lead Magnet or as they call it in this book a lead generator this is essentially just a helpful usually downloadable piece of content that you give away for free in exchange for an email address this can be as simple as a PDF checklist or as complex

as a video training series but whatever format it takes your lead generator should promise to deliver a result and then make good on that promise so no this should not be a sign up for our newsletter or the six things you need to know before creating an Etsy Shop nobody wants a newsletter or to know more things they want a result they want a good outcome so lead with that once they opt in with their email address you'll set it to Auto deliver to them using whatever email program you like to use like whether it's

MailChimp or convertkit and hopefully they act on it and you've actually helped them get a quick win because that's going to kick-start the trust building process and make your business more memorable plus you now have their email which is what makes marketing pieces four and five possible those are nurture and sales email campaigns this part is super important because the follow-up emails that you send out after someone's opted in for your lead Magnet or where the money is people come to your website once that's great but the trouble is if they're in the 96 percent

of people who don't buy because they aren't ready yet or they just don't trust you as a business yet who's to say they're ever going to come back but when you send weekly emails that show them a new tip or advice or way to get the result they're after you're accomplishing two goals for one you're building a crazy amount of trust and second you're staying in front of them as a business over and over again and that repetition is key to ultimately getting the sale and speaking of sales that's the final marketing piece from this

book sales emails so it's all well and good to keep helping your prospects but there comes a time to put up or shut up right and by that I mean you eventually need to ask for the sale or at least give them the option for you to really help them with your paid service or product and when you have all five of these pieces of marketing working together you have a really dialed in sales funnel that converts at a much higher rate because you're speaking to people at every stage of the buyer's Journey you're making

them curious with your one-liner then your website lead magnet and nurture emails are enlightening them about what you can do for them and finally your sales emails will get them to commit and this does all ultimately come down to having the right website that can support the whole funnel and again click the link down in my description to sign up for my free Master Class where I'll show you everything you need for that okay time for marketing secret number two the value equation now this principle comes from one of my favorite books I read all

year it's called 100 million dollar offers by Alex hermosi and what I love most about this book is that it's not about changing what you offer at all it's just about changing how you talk about it that can help you sell way more of your offers for significantly more money money and to do that you need to make people see the true value of what you can offer them but most businesses and marketers tend to focus on the what this will do for you part but that's just one piece of the puzzle this equation actually

outlines four components that go into how valuable an offer is perceived to be so in section three of the book Alex says that if you provide enough value your offer should always be a steal for the prospect so on the top line we have the dream outcome and the perceived likelihood of achievement in other words how good is the outcome you're promising and How likely is it that your business will actually get them that outcome then on the bottom line is the time delay or how long they have to wait to get it and effort

and sacrifice in other words how much work are they gonna have to personally put into it the way this works is you want to use the words on your website in any of your other marketing materials to make the top two components seem as high as possible the dream outcome should be big and the likelihood of achievement should be really high and this is where most amateurs Focus all their effort by inflating these top parts to ridiculous levels that can kind of come across as skeezy used car salesman tactics what they don't realize but Alex

does is that most really successful companies actually Focus just as much if not more on decreasing the bottom line elements how can you communicate that it won't take much time to get good results or that your customers don't have to put in a lot of work to get what they want and of course every business is different and you may need to focus more on the top line stuff if you can't claim that it's quick or easy or you might need to focus more on the bottom line if you can't promise you'll fundamentally change someone's

life for the better but in really simple terms the higher you can get the top line and the closer to zero you can get the bottom line the better and again use the words on your website to convey all of this it can literally be as simple as four sections just stacked on top of each other talking about each element there are a ton of ways you could do it just make sure you address all four and you're golden okay now for the third valuable marketing secret video is non-negotiable this comes from the absolutely game-changing

book they ask you answer by Marcus Sheridan here's the truth the way we make buying decisions has changed dramatically over the last decade fact 70 percent of those decisions happen before your customers have ever even had a sales conversation with you or anyone in your business so what changed well smart businesses started creating helpful content that they put online that helped their customers arrive at a decision all by themselves and really smart businesses know that video is by far the best way to put that information out there into the world the only question is are

your potential customers going to find helpful video content from your competition or from you if you can produce helpful videos that educate your potential customers on how to get results for themselves or that helps them figure out their options answers their questions proactively it helps them make the best decisions for them you're just going to build up massive amounts of Goodwill and Trust which is a great thing because like it or not with so much information readily available online only the most trusted businesses can even hope to survive and while the author Marcus Sheridan does

concentrate most on what he calls the selling seven or the seven different uh types of videos you can create that will help you make a more bottom of funnel sales video can do quite a bit for your top of funnel marketing too so if you make the right educational or how-to videos and title them right that's how a lot of your future customers can actually find you in the first place you can put these videos right here on YouTube then embed them on your website to get found in both Google and YouTube searches and since

the videos he goes into are mostly about sales I will go over a few of those types because they can actually be pretty useful for your marketing too and the first one he talks about is called the 80 video so this is pretty much just a series of videos that each answers a question that roughly eighty percent of your customers regularly ask you this can be super short and sweet and you can put them on your service pages on your FAQs page or in your social media he then recommends taking your top seven questions and

putting them into one longer super cut which becomes your finished 80 video so why seven right Sheridan says that we've simply found with our own clients that seven tends to be the most effective number so another video he recommends making is the product and service fit video so these are going to go on your home page if you just sell one product or service or on your various product and service Pages if you have more than one and each video in this category will just say who your service is for and more importantly who it's

not for and I love this quote because it sounds counterintuitive to come right out and say who you're not for right well Marcus has a different opinion on that he says the minute we're willing to say what we're not is the precise moment we become dramatically more attractive to the those for whom we are a good fit next he recommends creating cost and pricing videos so earlier in this book Marcus has a whole section about why you need to address pricing on your website and the reasons are pretty compelling ultimately it's all about being really

transparent to build trust and this video can accomplish that plus it can be a great way for people to find you when they search for pricing information online which pretty much everybody does and even if you can't just say you know we charge this exact price for this exact service your pricing video or videos should at least address the factors that you base your pricing on also you want to talk about your industry's pricing in general so where do you fit into the Spectrum and why are you higher priced or lower and if you can

properly work on what we talked about in the last big lesson the value equation this will really help you sell your specific value there anyway recommends creating one cost video for every major product or service you sell next we have customer Journey videos which are essentially a case study where you show from start to finish what you did for a previous customer starting from their initial problem all the way through the solution you provided and the end result and of course this all hinges on having the right kind of website where you can display all

this info all these videos host your lead magnet and communicate your value and I want to show you how you can create that website yourself including what to put on it and what to leave off of it for maximum client generating power so just click right here to save your spot in my free on-demand masterclass I can't wait to show you how easy this actually is so click here and I'll see you there