Messaging

Quick reference

• 00:04 In this video, we're going to continue with step three, create a marketing plan.
• 00:09 So, these is where we actually take the framework
• 00:12 of everything that you've got from your marketing plan in the last video,
• 00:16 now we're going to put it into an actual ad format.
• 00:20 Okay, so you could use this on a flyer.
• 00:22 You could use this in a video.
• 00:25 You could use this in some sort of radio ad, right?
• 00:28 This is the framework, okay.
• 00:30 And once you have this framework, you got this framework and you can use it for
• 00:34 any mode of advertising that you're going to do, online, email, anything, okay.
• 00:39 And, we're gonna talk about some more of those ways in future videos, as well.
• 00:44 So next, this is the messaging.
• 00:47 This is the messaging portion, okay?
• 00:49 And we start with what?
• 00:51 What do we start with?
• 00:53 What grabs the attention of your client?
• 00:56 The bold promise, good.
• 00:58 So, they can be in a question or it could be in a statement.
• 01:01 So if it was a question for example, here is an example of my company,
• 01:04 Pure Customer Service.
• 01:06 What if there was a way,
• 01:08 to triple the amount of referrals you get into your business next month.
• 01:12 That's in the form of a question.
• 01:14 Hm, what if there was a way.
• 01:16 They'll read on, right.
• 01:17 I just kind of grabbed their attention.
• 01:19 Number two is a statement.
• 01:22 And I like to use statistics and statements, okay.
• 01:25 So, 96% of your unhappy customers wont tell you they're unhappy,
• 01:29 they just wont come back.
• 01:31 How does that affect your business?
• 01:35 Really? Let me read on Okay?
• 01:37 Now, once you make that bold statement,
• 01:39 you have to have the evidence to support it, right?
• 01:41 That's social proof, so these are those three testimonials,
• 01:45 that's the magic number is three.
• 01:47 Again, if you have a ton of testimonials,
• 01:49 you could go up to five, but I would say three is all you really need, okay?
• 01:54 So three case studies of somebody who had a challenge, they use your product or
• 01:58 service and now they're here.
• 01:59 These are the results that they got, okay?
• 02:02 Next, did is so big.
• 02:04 I've seen this missing from so many pieces of marketing.
• 02:08 You have to have a specific and explicit call to action.
• 02:13 What action do they take?
• 02:15 Okay.
• 02:16 So, you want them to either call now or
• 02:20 you want them to email us today, or click here for X, right?
• 02:25 You have to be explicit and you have to ask.
• 02:29 It's called the Call to Action.
• 02:32 Because otherwise, they could read through everything and go, that's great.
• 02:35 Awesome. And
• 02:36 then they're on to the next thing, right?
• 02:38 Cause there's a lot of information coming at us.
• 02:40 You have to be explicit for what you want them to do next.
• 02:44 Make sure your call to action is one thing.
• 02:47 Don't call us now, and then email us, and then click here.
• 02:49 No, no, no.
• 02:50 One thing, in your call to action.
• 02:52 It's going to really help your ROI, and your percentages, okay?
• 02:57 Next, be very clear on the outcome you want.
• 03:01 Don't try to sell them a bunch of different things,
• 03:03 don't try to throw a bunch of different things at them.
• 03:06 Get an outcome, but get something specific, right?
• 03:09 So, you either want them to buy something in particular, right, just one thing.
• 03:14 Or you have one specific goal, you want them to take a specific action, or
• 03:19 you want them to take a survey.
• 03:20 Okay, whatever it is, there's one thing, one item, one service.
• 03:24 So, you have to be clear on that and steer them into that piece, okay?
• 03:30 So, if you have a company, right?
• 03:34 You wanna be able to tell a story.
• 03:37 Why is that so important?
• 03:38 Remember I talked about our brains connect with the why?
• 03:43 Right, they connect with the why of a company, and
• 03:46 then they get behind the product.
• 03:47 And now, they'll resonate with you, and you'll build rapport.
• 03:51 And the best way to get connected with your why is through a personal story.
• 03:56 Why do you do what you do, okay?
• 03:58 And when people get behind that, now they're starting to know, like, and
• 04:02 trust you, just through your marketing, and they haven't even met you yet, okay?
• 04:07 So I'll give you an example.
• 04:09 I owned an entertainment company a number of years back.
• 04:12 And, I started off with this huge struggle, right?
• 04:15 Because I was living in LA, my office was in Beverly Hills.
• 04:20 And we would service the movie studios.
• 04:23 And it's a very tight knit Industry as you can imagine, right.
• 04:29 So, everything is based on referrals.
• 04:31 So I was going though how can I get referrals and
• 04:34 I was struggling because I loved entertainment.
• 04:36 We provided entertainment for live events, it was DJs,
• 04:40 show host, it was live bands, some video production, right.
• 04:45 And we really loved it and we were really good at it right.
• 04:49 We love entertaining people.
• 04:50 I loved to entertain since I was a little kid right.
• 04:53 I mean, that was my thing for me right.
• 04:56 So for me, I was struggling to get referrals in this industry.
• 05:00 And then, what happened when it dawned on me was when,
• 05:03 I would really give some great customer service to somebody, to one of my clients.
• 05:09 They would send me a referral.
• 05:11 Started thinking hm, there must be a system that I can put together,
• 05:15 a customer service system that could boost our referrals, and
• 05:19 that's exactly what happened.
• 05:21 I put this system into place, and I did it on every single client every single time.
• 05:25 And, all of a sudden our referrals starting to explode.
• 05:28 So much so,
• 05:29 that when I sold the company at that time 90% of our business came from referrals.
• 05:36 And we have all the major studios, we had Universal, we had Paramount,
• 05:39 we had Dreamworks, we had Sony, we had MGM at the time.
• 05:43 And we do a lot of the parties on their back lots, we do the movie premieres,
• 05:46 we gonna all that stuff.
• 05:48 And it was that customer service framework that we put together, okay?
• 05:51 So, that's an example.
• 05:53 So for you, think about your company.
• 05:55 Think about your industry, okay?
• 05:58 What is your story?
• 05:59 Why did you start that company if you're the founder for example, or
• 06:03 if you're working for that company, why do you work for that company?
• 06:07 Okay, what is your Y?
• 06:09 What's your story?
• 06:10 And a lot of times when people tell their story.
• 06:13 They just go like hey look at me I'm so great blah, blah, blah.
• 06:16 Okay, that's awesome but also put in the struggle that you had.
• 06:21 Where did you start?
• 06:22 What were the challenges, right?
• 06:24 People like to connect with that.
• 06:26 What was the challenge?
• 06:27 What brought you up?
• 06:28 To get to that point where you're standing like this.
• 06:31 Okay?
• 06:31 Because people will connect with the struggle that you or
• 06:35 your company went through, and the reason behind you do what you do.
• 06:38 Okay? So for example,
• 06:39 if you have healthy food snacks, there's some health food companies
• 06:44 that started from disease in the family and they had to change something.
• 06:49 And then, they got into health food and it changed their life.
• 06:54 People relate to that story, so huge in marketing.
• 06:59 Lets do a quick recap, step three create a marketing plan,
• 07:03 this is the frame work Start with your messaging, your bold promise, right?
• 07:08 It could be a question, or it could be a statement.
• 07:11 Then you want at least three testimonials, three to five, three is the sweet spot.
• 07:16 People who've used your product, used your service, they struggled,
• 07:19 they had a challenge.
• 07:20 They used your product or service, and now they got a great result.
• 07:23 Okay, next, you need a call to action, the action they take either to call you,
• 07:29 to email you to click here, okay whatever it's going to be you need
• 07:33 that specific call to action and get super focused on the outcome that you want.
• 07:38 Do you want them to buy something in particular?
• 07:40 Do you want them to sign up for something?
• 07:42 Do you want them to do a survey?
• 07:43 One thing, keep it simple that you want them to do, okay?
• 07:47 And finally, get your story straight.
• 07:50 It doesn't have to be a long, drawn out story,
• 07:52 it could even just be a few sentences of how you started your company,
• 07:56 or why you started that job, or whatever it is for you.
• 08:00 Get a personal story that people can relate to in your marketing, okay?
• 08:04 Make sense?
• 08:05 This is an important video, so if you have to go back,
• 08:08 watch it again get that information and I'll see you in the next video.

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