dumb content strategy that made us millions — Transcript

Full transcript

1. 0:03Yeah, there.
2. 0:06>> Okay, start there. This is the hook.
3. 0:08Yeah, pan down.
4. 0:10Okay, today we're talking about the
5. 0:12three things that we do every day in
6. 0:15marketing that got us from $500 to blah
7. 0:18blah blah blah. We're almost at $20
8. 0:20million a year now. We're just a couple
9. 0:21of steps away. And I was thinking about
10. 0:24this in the shower and I was thinking if
11. 0:27I could boil our actions down into three
12. 0:30things with marketing, what would those
13. 0:32three things be?
14. 0:39[Music]
15. 0:47So since the start of the business, we
16. 0:50have only ever done three things in our
17. 0:53marketing. This is really a recipe for
18. 0:56going from $500 to $20 million. Just
19. 0:59focusing on these things time and time
20. 1:00again, getting better at them, and
21. 1:03drawing the audience closer and closer
22. 1:04and closer through these three types of
23. 1:07content. We're going to go through each
24. 1:08one and then we're going to pull it all
25. 1:10together at the end. So, um, the other
26. 1:13part that's going to happen is you're
27. 1:15just going to have to come with me in
28. 1:16the day. Like, you're just going to have
29. 1:17to flow with me in the day. So, it's not
30. 1:20all going to be sitting down and being
31. 1:21in front of a whiteboard. I'm going to
32. 1:23be teaching you this on the fly as I go
33. 1:25through the day.
34. 1:27[Music]
35. 1:40So, you're going to sell me this record
36. 1:42player later, huh?
37. 1:43>> Well, I'm trying.
38. 1:46>> The best one you've ever had in there.
39. 1:48>> Best one.
40. 1:48>> All right, I'm coming in.
41. 1:50>> You coming in?
42. 1:52>> Yeah.
43. 1:53[Music]
44. 2:00So, what we're looking at here is a
45. 2:01state-of-the-art diagram of a calendar
46. 2:04month. Your marketing strategy, whatever
47. 2:06you're doing, no matter how small you
48. 2:08are or how big you are, you're going to
49. 2:09have to fill these days with content.
50. 2:13Content meaning emails, social ads, blah
51. 2:16blah blah blah. What type of content do
52. 2:19you put into your marketing strategy?
53. 2:22Meaning, what are you actually executing
54. 2:24and scheduling to make your business hum
55. 2:27to give yourself the highest chance to
56. 2:29connect with people and then to convert
57. 2:31people? That's what we're talking about.
58. 2:40>> What we want to do for you is make this
59. 2:42really simple. So, the first thing that
60. 2:44you're going to think about
61. 2:46in your content, and we're all thinking
62. 2:47about it all the time, is sales. So,
63. 2:49there's going to be in our
64. 2:51state-of-the-art diagram
65. 2:55throughout your calendar for social, for
66. 2:58email, for everything, you're going to
67. 3:00have sales content that drops here. The
68. 3:03thing that you're aiming for at all
69. 3:04times is the sales content. It's not
70. 3:07what you're doing the most of, but it's
71. 3:10always what you're leading up to because
72. 3:12that's when you're profiting off the
73. 3:14relationship that you're building. You
74. 3:17want to keep this stuff as simple as
75. 3:18possible. Percentage off, free shipping,
76. 3:21buy one get one, bundle and save, dollar
77. 3:24amount off. So, number one, keep it
78. 3:26simple. Number two,
79. 3:29create a reason why you're running the
80. 3:31sale, which is almost as important as
81. 3:32the offer itself. This is appealing to
82. 3:34the logical part of the brain of your
83. 3:36audience. If we see an offer and there's
84. 3:38not a good reason why, we don't quite
85. 3:40logically justify it. It's only half of
86. 3:42the story that you need for good sales
87. 3:44content. What it does for the customer
88. 3:46is they feel something and then second
89. 3:48they need to justify it in their mind so
90. 3:50that their emotions and their logic is
91. 3:53in alignment and then that's when they
92. 3:55will usually buy something from you. So
93. 3:57great reason why we've got some examples
94. 4:00calendar date over ordered stock woke up
95. 4:03feeling frisky.
96. 4:07The third step to good sales content is
97. 4:10a respectful cadence, which means you
98. 4:12don't want to send too many sales
99. 4:14campaigns. You don't want to do too much
100. 4:15sales content because otherwise your
101. 4:18audience is going to feel like they're
102. 4:19being clubbed in the face with a bat
103. 4:21that says sales on it. They're just
104. 4:23getting clubbed in the face and they're
105. 4:25like, I'm out of here. I don't want to
106. 4:27deal with these guys. All they do is
107. 4:28keep asking me for money. So, you want
108. 4:31to tow the line between what's optimal
109. 4:34for your business in the short term and
110. 4:36what's optimal for your business in the
111. 4:38long term. We've found that doing two
112. 4:40offers a month is great. You have offer
113. 4:45reminder and then you're not going to do
114. 4:47another one until down here. What do you
115. 4:49put in here? Like what type of content
116. 4:52do you put throughout the rest of the
117. 4:54time in the calendar so that you can
118. 4:56build relationship? And I think the
119. 4:58easiest way to do that is
120. 5:01[Music]
121. 5:23So in between sales stuff, that's when
122. 5:26you want to drop your educational
123. 5:28content. Education equals value. Value
124. 5:30to your audience equals useful. Useful
125. 5:33means connection between you and
126. 5:35customer is increasing and that's giving
127. 5:38you authority. When you have authority
128. 5:40and people look to you for answers,
129. 5:42that's when you start to develop trust.
130. 5:45And trust is what you need for a
131. 5:48transaction. And the easiest way to do
132. 5:50that is to think of all of your
133. 5:52educational content as a list. A
134. 5:55listical is a list. It's like Buzzfeed
135. 5:58used to do back in the day where it was
136. 6:01seven ways to raise your son so that he
137. 6:04doesn't become a communist or whatever.
138. 6:06Three steps to XY Z, whatever it is. If
139. 6:09you think about that from a creative
140. 6:10point of view, you don't have to title
141. 6:12your stuff as a listical, but it allows
142. 6:15you to outline in a sequence which makes
143. 6:18sense to the audience, which keeps you
144. 6:20creating on a straight line. If you're
145. 6:23um
146. 6:24educating somebody on your manufacturing
147. 6:26process, again, it's a sequencing of
148. 6:28events. If you're teaching somebody how
149. 6:30to shoot a basketball, you know, get
150. 6:33your legs balanced, bend down, strain
151. 6:37your elbow, flick your wrist, it's it's
152. 6:39a listical, but all you need to think
153. 6:41about as a brand is like what are the
154. 6:42problems that your brand solves? And now
155. 6:45what does the audience need to know
156. 6:48before they see your product as the best
157. 6:51possible thing to solve the problem that
158. 6:53they have? And that's where the edu
159. 6:55comes from. That's why you give away
160. 6:57free game to your audience because
161. 7:00you're building their knowledge of what
162. 7:03they need so that they see value in your
163. 7:05product and they see you as an authority
164. 7:09and they trust you. Transaction becomes
165. 7:11easy. So now when you have your edu
166. 7:14content plugging out before your offer,
167. 7:17your offer converts that much better
168. 7:19because the edu content pre-frame them.
169. 7:25Okay, so the next thing
170. 7:28the next thing we're going to talk about
171. 7:33is the ignition
172. 7:35to everything. What was your best
173. 7:38performing
174. 7:40Helsinki ad?
175. 7:42>> It was a founder ad. Yeah, it was a
176. 7:44story of my experience with selling
177. 7:46prints and it educated people. It It
178. 7:50ripped it up, man. It It killed it.
179. 7:52[Music]
180. 7:59What's up, Big G? Hey,
181. 8:02[Music]
182. 8:09>> looks like low car.
183. 8:11[Music]
184. 8:24>> Mark saying that it's a tax right off
185. 8:28>> if it's here. Y
186. 8:29>> rematch. Yeah. Cool. Next time we'll do
187. 8:32a um next time we'll get a 2-minute
188. 8:35section of you. I'll just ask you some
189. 8:37questions about running the running the
190. 8:39business.
191. 8:41[Music]
192. 8:44You know, storytelling is a real cheat
193. 8:45code. It is the absolute best skill that
194. 8:49you can learn if you want to make your
195. 8:51business grow. We talked about offers.
196. 8:53We talked about education and listicles.
197. 8:56And the beautiful part about story is
198. 8:58you can put stories into both of those
199. 9:01things which amplify the effectiveness
200. 9:05of the offer and sale or the listical
201. 9:08and the education. So having said that
202. 9:11I'm just going to give you a little
203. 9:12rundown on how to tell a story. When I
204. 9:14was uh studying screenwriting I did a
205. 9:16master class from Aaron Sen and he
206. 9:19taught me that
207. 9:22story is just three things. It's intent,
208. 9:25obstacle, and resolution. What we do is
209. 9:28we have our big mission in the in the
210. 9:30future, which is our overall
211. 9:32brand narrative. That's the TV series as
212. 9:35a whole. And then anytime we send an
213. 9:38email or anytime we send a piece of
214. 9:40content or even an ad, that's an
215. 9:42opportunity for us to tell a story as it
216. 9:44relates to our mission of solving these
217. 9:47problems for these people. The way that
218. 9:48I've broken down intent for you to steal
219. 9:50and for you to get right away is you can
220. 9:52say a phrase like we set out to
221. 9:57give you XY Z. That XY Z might be
222. 10:00natural hair products. Whatever that
223. 10:02mission is, we set out to do XY Z is the
224. 10:05intent. The next phrase is but this
225. 10:09annoying thing got in the way. That's
226. 10:12the conflict. That's the obstacle. You
227. 10:14set out to do a bikini brand, but when
228. 10:17you got overseas, you realized that
229. 10:20things were too expensive. So then we
230. 10:22get into resolution. So we had to
231. 10:24sacrifice
232. 10:26XY Z. You are you following or is this
233. 10:28off? Yeah. Yeah. So So we had to
234. 10:31sacrifice ABC because giving you XY Z is
235. 10:36so important to us. Now this is these
236. 10:39are the stories you just tell time and
237. 10:41time again. Before we go jumps, get an
238. 10:43over shoulder of this, but just know
239. 10:44that I've got the basics of story here.
240. 10:48And then I've got like some building
241. 10:49blocks of story. I'm not going to go
242. 10:51into them because it's out of the scope
243. 10:53of this video, but you can just see the
244. 10:55building blocks that you can use in your
245. 10:57stories. Brand values, mission, product
246. 10:59values, enemies. If you think about
247. 11:02these things and you double click into
248. 11:03them for yourself, you'll start to mine
249. 11:05for resources that will be the building
250. 11:07blocks of your stories moving forward.
251. 11:09And then I've got this vin diagram which
252. 11:11is basically just mission, values,
253. 11:14problem, solution. And in the middle,
254. 11:16that's where your truest impact will
255. 11:18have when you're talking about your
256. 11:19mission, your values that are being
257. 11:21tested, and aligning that with the pro
258. 11:23problem solution of what your brand
259. 11:25actually sells, the products, which are
260. 11:28always a solution to a problem. That's
261. 11:30when you start cooking. That's when you
262. 11:32get to the next level.
263. 11:34Hey.
264. 11:35>> Hey.
265. 11:36>> Do you think storytelling is the most
266. 11:39powerful vehicle for us in terms of
267. 11:42content?
268. 11:44>> I mean, look at the results.
269. 11:48>> [ __ ] yeah.
270. 11:50Are all the founder ads you're making at
271. 11:52the moment story based? How much is it
272. 11:55spending a day at the moment? Your ad,
273. 11:56your founder story?
274. 11:58>> I don't know. Should I
275. 12:00>> roughly?
276. 12:01I actually all I know is that it's take
277. 12:03taken the majority of the spend. So how
278. 12:06much we spending a day? Almost 30 grand.
279. 12:09>> You happy about that? You don't seem
280. 12:10thrilled.
281. 12:11>> I say happy about it. But I'm making
282. 12:14more
283. 12:23[Music]
284. 12:37Okay, so now we're going to wrap it all
285. 12:40up. You know what you want is the glue
286. 12:42to wrap up the sales, the listicles,
287. 12:46and the stories.
288. 12:48And that glue is made up of two
289. 12:50different things. The first one is
290. 12:51relevance for your audience. Relevance
291. 12:53is just whatever's useful, whatever's
292. 12:55interesting, whatever's important to
293. 12:57your audience. The next part of the glue
294. 13:00formula is this story that you're
295. 13:03telling bringing people closer to your
296. 13:05brand and your product. And if you're
297. 13:07doing all of those things,
298. 13:09it just becomes a matter of repetition.
299. 13:12So, you want to get out your little
300. 13:13calendar thing and you want to think
301. 13:15about maybe doing two specific offers a
302. 13:18month. And then in the leadup to those
303. 13:20offers, what education are you dropping
304. 13:23and what stories are you telling that
305. 13:24are going to bring people closer and
306. 13:26preframe them for that specific offer?
307. 13:31If you can do all of that stuff,
308. 13:33then
309. 13:36well, that's how we've built our brand.
310. 13:39So, um, there's nothing magic about
311. 13:42this. It's just how good can you get at
312. 13:44this game? How good can you get at
313. 13:46telling stories about dropping content
314. 13:48about edu?
315. 13:50If you can get great at it and you can
316. 13:52make stuff that's relevant to your
317. 13:53audience and you can make stuff that
318. 13:55brings people closer to your brand,
319. 13:57connects them,
320. 13:59the game's over. You win.
321. 14:04[Music]