Advertising Framework

Quick reference

• 00:04 In this video, we're going to continue with step four,
• 00:07 creating marketing content.
• 00:10 The next piece we're gonna look at is your advertising framework, okay?
• 00:14 Very similar to what we've been talking about before, right?
• 00:17 So, if you were gonna do a flyer for example, and let's say we're going it for
• 00:21 pure customer service, my company.
• 00:23 I'm going to start with what?
• 00:25 The bold promise, right?
• 00:27 So on that flyer, I would write on there,
• 00:30 hey, do you want to triple the amount of referrals you gain next month?
• 00:35 And that's my bold promise, that grabs their attention.
• 00:38 Next, I'll give them the testimonials.
• 00:40 My client that owns a gym, for example, that did that exact thing, okay?
• 00:45 So I'll put those testimonies in there.
• 00:46 Put three of them in there, okay?
• 00:50 Now, this next piece is awesome.
• 00:52 So now, you're talking about what your product is, okay?
• 00:55 So that's that content piece so
• 00:57 it could be bullet points of those challenges, okay?
• 01:00 Bullet points of the solutions, bullet points of the benefits, so
• 01:05 whatever those things are for you, okay?
• 01:09 So, next is scarcity, this is so big, this is the law of scarcity.
• 01:15 Whenever something is a law, that means you need to do it.
• 01:18 And you see this all the time.
• 01:20 So, for example, there's only three days left at this price.
• 01:24 Have you ever seen that when you're shopping on TV?
• 01:26 Right?
• 01:27 And it's going down they'll say, my gosh, there's only three of these things left.
• 01:31 When those things are gone, those things are gone." Okay, why is that?
• 01:35 Sometimes people think, that's some sort of sales technique.
• 01:38 I don't know if I could do that, that feels kinda funny.
• 01:41 Because, if there's no scarcity, if there's as much as you want,
• 01:46 people aren't as motivated to buy, especially not buy now.
• 01:50 They'll tell themselves on their head, I'll go back here in a week or so.
• 01:54 And in that week, they've got so much other information coming in,
• 01:58 they may even forget about your product, or your offering, or your service, okay.
• 02:02 So you want to put scarcity in there.
• 02:05 Make it legit, don't put it in there just to put it in.
• 02:07 But when you're doing a marketing campaign,
• 02:10 have a certain amount of things at a certain price.
• 02:12 Does that make sense?
• 02:13 Okay good, this next one is called price juxtaposition.
• 02:18 What does that mean?
• 02:21 So in my example, so for similar training in customer service,
• 02:25 you could pay $30,000 or more depending on the size of your organization.
• 02:30 But you get my program for only $497.
• 02:35 Woah, that's pretty cool.
• 02:37 That's price juxtaposition, now that was pretty dramatic, right?
• 02:41 Because, the way we calculate our numbers, if somebody went to a public workshop,
• 02:46 for example, they would pay all this different money.
• 02:48 And if they had a big group of people in their company that were going,
• 02:52 it could be a high price, right?
• 02:53 So what is it for you, what is it for you?
• 02:56 What can you compare yourself to,
• 02:58 where your offering doesn't look like much at all?
• 03:02 Okay, does that make sense?
• 03:03 Good, and then we have our specific call to action, right?
• 03:07 Specific call to action, so if this flyer was online, and
• 03:12 I could put a click button on there, I would say click here to get started.
• 03:16 Okay, click here to get started.
• 03:18 And then the final piece, this goes with scarcity as well, is a timeline.
• 03:22 I can't tell you how many times my clients say, David, what do I do next?
• 03:26 I've gone through the sales process, I've gone through the marketing process.
• 03:29 And the client's just sitting there, they're not making a decision.
• 03:34 It's because there's no timeline, they need to have a timeline.
• 03:38 We all need a timeline to make us move, okay?
• 03:42 So the timeline, hey, this offer ends at midnight on Friday,
• 03:47 then it's gone forever, okay?
• 03:49 And then what we do is we send reminder e-mails, or a text with a deadline.
• 03:54 And this is the important part that I really want you to get.
• 03:58 80% of our sales when we run a campaign like this come within the last 48 hours.
• 04:05 Boom, that's huge, make sure you put scarcity and a timeline into it.
• 04:11 And that's when people are gonna realize, gosh.
• 04:14 Because what happens, that fear of loss.
• 04:16 I don't want to lose out on this great deal.
• 04:18 That comes into play and
• 04:19 it moves them into action, that's how you boost your ROI, okay?
• 04:24 So let's do a quick recap,
• 04:25 we got your advertising framework in creating your marketing content.
• 04:29 If you're gonna do a flyer, or if you're gonna do, this works for
• 04:32 radio, this works for video, this works for print, this works for everything.
• 04:37 Start with that bold promise, grab their attention.
• 04:40 Put those testimonials in there, somebody who started with the challenge.
• 04:44 Somebody who used your product or service and got a result.
• 04:47 Then tell them what your benefits are, the solutions, and
• 04:52 tell them how you overcome the challenges that your ideal client has.
• 04:56 Okay, then you're gonna put some scarcity in there, okay.
• 04:59 So, there's only X amount of products left, right?
• 05:04 There's only X amount of this service that are gonna be sold at this price, okay?
• 05:08 And then price juxtaposition, whatever your core price is, for your core product
• 05:13 ,make sure you've got something more expensive that you can compare it to.
• 05:17 That's either a competitor or a different mode of getting the same product or
• 05:21 service that you offer, okay?
• 05:23 And next, make sure you have a specific call to action.
• 05:27 Click here to get started, call us today, email us today, okay?
• 05:32 Whatever that is, and put a timeline on it.
• 05:35 That ends at midnight on Friday and then it's gone forever, okay?
• 05:40 80% or more of your sales can come within that last 48 hours, okay.
• 05:45 You guys got this, I'll see you in the next video

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