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The Most Valuable Marketing Training You'll Ever Watch — Transcript

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0:00In a world where you can build anything,
0:01distribution is king. Alibaba and the
0:04internet opened up the world of physical
0:06production. How goods are made and who
0:08makes them was democratized and
0:10thousands of brands have emerged over
0:11the last few years from it. Now AI has
0:14done the same thing for software. Just
0:15my team alone has shipped one major app
0:17and multiple smaller apps in the last
0:19few months. The barriers are now taste,
0:21distribution, and attention. The
0:23business world is massively changing.
0:26Marketing has become the end-all skill
0:28that is the most desired and the most
0:30hired right now. So today, we are going
0:32to talk about all of marketing. This is
0:34a complete multi-hour course with
0:36companion downloads you can install and
0:38use. If you know nothing, I'm going to
0:39define every term and how they build on
0:42each other. You'll be able to savvily
0:44have a marketing conversation after
0:45this. And if you're experienced, you're
0:47going to notice some real nuance because
0:49I'm talking about the new playbook for
0:50the AI and algorithmic era, which is
0:53markedly different from what we learned
0:54decades or even years ago. So if you
0:56want to integrate your ad accounts with
0:58ChatGPT, build your social media-based
1:00brand strategies, this is going to be
1:01the cutting edge. You'll see we cover
1:03relevant brands from the giants of
1:05luxury to agencies and services-based
1:07businesses that rely on leads. I work on
1:10this both sides every day, both as a
1:11content creator, a brand owner, and as a
1:13partner in Darkroom where we basically
1:15bring in our own lead flow, and we help
1:17other brands with their performance
1:18marketing. We are in the weeds of what
1:20is happening right now. We will cover
1:22all those businesses all the way to the
1:24new software and tech playbooks. This is
1:26for everyone. So after this intro, there
1:28are four core sections here. You can
1:30mainline all this or take them one a
1:32day. We will start with lore,
1:33communications, messaging, and
1:35positioning, probably the most important
1:37thing in the modern day. With tools to
1:39train LLMs to help, and we will do an
1:40actual exercise to build out your brand
1:43world. I will bring the whiteboard out
1:44and we will work through it here. Then
1:46comes demand, social media, ads, and the
1:48characters related to demands, creators,
1:50influencers, and employees. This is the
1:52fun part for me at least. Then comes
1:54tactics, how marketing flows to sales,
1:57leads, and websites. We will teach you
1:59to make and deploy landing pages and
2:00chat GPT sites. This is the section if
2:02you want to make money in marketing.
2:04Advocate for a high-paying job, this is
2:06it. And last, narrative. Communicating
2:09with customers and leads, putting
2:11together campaigns, PR, and the
2:13narrative internally of explaining
2:15marketing to get what you want done. I'm
2:17going to screen share and whiteboard
2:18throughout. We aren't just going to talk
2:19about it. I'm going to show you Meta Ads
2:21Manager. I'm going to show you inside
2:22Klaviyo. We're going to build your chat
2:24GPT project. I want this to enable you
2:26to start now. And there will be dozens
2:28of examples from brands I've worked on
2:30to popular brands. You can actually see
2:31what's happening in the real world. As I
2:33mentioned, all the guides and skills and
2:35links from this will be in the
2:36bigmarketing.zip link that you will see
2:38in the description below. And thanks to
2:40my friends at OpenAI, all of this is
2:42free. Let's lock in.
2:46To start, let's define the four types of
2:48marketing that are most typically talked
2:50about. So, first, you have the most
2:51well-known brand marketing. This is all
2:53about perception and the untracked
2:55attention, positioning, a brand's feel
2:57and purpose. This is where brands like
2:59Patagonia and their mission or Loewe and
3:01their look and feel, Rodin their
3:03magnetic attention, or in B2B, someone
3:05like Ramp who does these big stunts, all
3:08comes under this brand umbrella. And
3:09then we have the tactical product
3:11marketing. Product marketers own the
3:12identification of what makes the product
3:15special and how you communicate it. They
3:17go through messaging, its actual
3:18presentation, they're syncing with the
3:19packaging, and then how this overall
3:21product roadmap syncs to the greater
3:23brand goals. You see a lot of standout
3:25brands in this last era, whether it was
3:27Graza having their sizzle and drizzle
3:29and their form factor, relates a lot to
3:31product marketing. Same thing with
3:32brands like Sauce who stand out on the
3:34shelf with these millennial flavors and
3:36the approach and the names that just
3:38want to make you put it in your cart.
3:39All the way to traditional, someone like
3:41De Beers positioning diamonds overall.
3:43The idea is that their products and
3:45their cuts and what moves over time. And
3:47then we have content marketing,
3:48leveraging social media, but also
3:50dealing with collateral, bigger media,
3:52etc. Content marketing often comes to
3:54what sales assets does a team have to
3:56send out? What decks are being prepared?
3:58It goes more than just social media. But
4:00brands build huge notoriety for this. I
4:02think of brands like Merit Beauty where
4:04every single piece of content they put
4:06out just speaks so perfectly to their
4:07target demographic. All the way to the
4:09champions of this category, someone like
4:11Red Bull, whose content and media is as
4:13important as the product itself. Then
4:15demand gen, actually buying media,
4:18placing ads, and generating sales. And
4:21then working with the partners and
4:22agencies to do so. This is where we see
4:24so many brands in this era. Hexclad,
4:27Comfort, Gruns, the myriad of supplement
4:29brands and the explosion of new brands
4:31that have blown up on TikTok shop or
4:33with Meta advertising really use this
4:36new formula of demand gen really well.
4:38We're going to actually walk through
4:39Meta ads and creator and how that works
4:41later on. And last, not least, hardly a
4:43core discipline, but this idea of
4:44marketing ops. I don't include it in the
4:46core four, but there are a lot of roles
4:48just around how do you tie this all
4:50together with systems and process, the
4:52back end of your Shopify, creating your
4:54LLM projects, whatever it is. Now,
4:57previously, while I was coming up as a
4:58marketer, the CMO, chief marketing
5:00officer, would orchestrate all of this.
5:03But now that's changing because these
5:04roles are blended. You can do so much
5:06more with the tools you have. So younger
5:07marketing leaders are also increasingly
5:09individual contributors. Someone leading
5:12teams who's also cracked at media buying
5:14or social media content. And the buckets
5:16are complicated. They don't necessarily
5:17fit into one. Content marketing and
5:19demand gen are becoming one. The product
5:21marketing happens as the content's being
5:23developed live. The brand becomes a
5:25perception out there in the world that
5:27is so much less controllable. That's
5:29what we're going to dig in here today
5:30with because this is where there's an
5:31opportunity to be someone who
5:33understands all this. Specialize in the
5:35parts of it that you like and
5:37orchestrate with a team and agents for
5:38the rest. We'll get to all this later.
5:40First, let's get into what the most
5:42important part is in the modern day. And
5:43it's not tactics, it's not social media.
5:46This is about lore, and by lore, I mean
5:48positioning. How are brands and products
5:51set up to succeed from a marketing
5:53perspective before you even open a
5:54social media account or touch an ad?
5:56Let's dive. So, what is positioning? In
5:59an increasingly saturated and chaotic
6:01world, with so many brands, and so many
6:03things happening, positioning is simply
6:05what you're known for. The association
6:07you have with an idea, and the lens
6:09through which your brand sees the world,
6:10and consumers see your brand. And most
6:12importantly, it cannot be generic. one
6:15goal here is to be remembered. When
6:18someone learns about you, do they
6:19understand what you stand for, and why
6:21would they consume it, and do they
6:22retain that? And importantly, in the new
6:24world, it needs to be AI legible. You
6:26will note, if you go search inside
6:28ChatGPT, or you're searching Google and
6:29have an automatic AI result shown to
6:31you, the way they recommend things is
6:33very practical. They need to have a
6:35reason to show you a brand, and that
6:38reason is going to show up inside how
6:40you position. And so, I'm going to go
6:41through over a dozen examples of
6:43different positioning here. But the
6:45easiest way to think about this is with
6:46an exercise. If you go to a store, and
6:48you go to the shelf of whatever it is
6:50you're buying, toothpaste, toys, greens,
6:53energy drinks, you have what we call the
6:55shelf test. Energy drinks is a great
6:57example. You go to an energy drink
6:59aisle, and then you will see Monster
7:00Energy with their big kind of quasi
7:02counterculture positioning. You will see
7:04Alani Nu with a more female-centric
7:06positioning. You'll see Celsius, which
7:08comes across almost like a health
7:09product. You'll see Red Bull that's sold
7:11on its content and perception. Each of
7:13these brands has a position that has a
7:15reason for it to exist on the shelf. And
7:17so, your job is to look at positioning
7:19in context of what's happening in the
7:21world, in what you sell. This goes for
7:23any brand. If you are another AP app
7:25that does accounts payable for brands.
7:27If you are another consumer software
7:29with a camera. If you're another social
7:31network. If you are an agency that sells
7:33freelance design services, or does
7:34interior design. What is your position?
7:37So, let's walk through a bunch of the
7:39common options. So, the first we're
7:40going to talk about is performance
7:42positioning. This is the best
7:43positioning you can have, but most
7:45brands don't have it. So, what do I mean
7:47by performance positioning? You can call
7:49out that what you create is better than
7:52what existed before quantifiably. So,
7:54for instance, this is the absorption
7:55company. They have a unique mechanism
7:57through which their supplements are
7:58absorbed, which gives them a higher
8:00efficacy. So, you could take less of it
8:01and have more of a result because of the
8:03proprietary science they've developed.
8:05That is their marketing differentiator.
8:07Scientifically formulated for increased
8:09absorption. David Protein is another
8:11one. David, via virtue of science, has
8:14better macros. They can offer more
8:15protein and less calories than anybody
8:18else on the market. They reinforce this
8:20with initiatives like this. This is
8:21their cod, where they're basically
8:22comparing the only thing that can hit
8:24their same objective better is actual
8:26fish. They're selling that with the
8:28marketing of it, a reminder that they
8:29can succeed on performance. So, if your
8:32brand, whatever it is you sell, is
8:33markedly better, you can actually show
8:36through data what you do has more
8:38efficacy, performance positioning is for
8:40you. You want to be able to repeat that
8:42story again and again. Do metaphors,
8:44like what David did, to show it. Prove
8:46it in certain tests. Call it out with
8:48science is an excellent way to position
8:50your brand. Now, another interesting
8:52one, that comes back to the product side
8:53of it, is category creation. So, I love
8:55to call out Oura Ring for this. We all
8:57know about fitness trackers. People wear
8:59them on their wrist. They said, "Hey,
9:00what if we gave you that same potential,
9:02but we gave it a ring? You don't want to
9:03wear something on your wrist. It's more
9:04subtle. It's more stylish." They are
9:06basically taking a product-based
9:08position that moves a known thing into a
9:10new form factor. A somewhat related, but
9:12still very different position is what we
9:13call a counter position. This is when
9:15there's a big existing product category
9:17and you're able to provide something
9:18that has a better user experience in
9:20some way, but is markedly different. So,
9:22perhaps one of my favorites of recent
9:24note is Gruns versus AG1. Everyone knows
9:27that they need to get their greens. No
9:28one wants to drink a bad drink. How do
9:30you solve that? Gummies. How do you
9:32really get that kickstart of inside
9:33households? Go for kids and then have an
9:35experience so good it transfers to the
9:37adults. This is Apple's I'm a Mac
9:39compared to a PC. This is drinking Poppy
9:41and Olipop versus drinking Coke. They
9:43are better experiences for a certain
9:45group of users. It's not a completely
9:48quantifiable in the same way of a
9:49performance brand or getting this much
9:50more protein, but you can still
9:52experience it and you get to say our job
9:54is just to take market share from this
9:56existing prior experience that isn't as
9:59good for our target demographic. And we
10:01call that counter positioning. Another
10:03one you see a lot now is smart
10:04positioning. How do you take a
10:05traditionally dumb category and add
10:07technology? Eight Sleep is a mattress
10:09with a technology component on top of
10:11it. Smartphones versus dumb phones.
10:13Adding technology inherently makes
10:15whatever product you're selling against
10:16seem dumb whereas yours seems
10:17preferable. The Nest as a smart home.
10:20Again, this is chosen by the product.
10:21Your product has to have that tech
10:23component, but if you do you're able to
10:24use some of these nuances to correctly
10:26position your product. Now getting into
10:28the more typical, we have value
10:29positioning. You're always able to sell
10:31your product based on cost. Now value
10:33positioning has lost some efficacy in
10:35the modern world we're in because a lot
10:37of that's been just dominated by China.
10:39Temu, Shein, your average Amazon
10:41reseller at the lowest price are all
10:42Chinese brands who are willing to take
10:44lower margin, who are closer to the
10:45supply chain, so it's become harder and
10:47harder to compete on price. But that
10:49said, if you are in a services business,
10:51if you are in a local business, if you
10:52are in an agency and you're just getting
10:54started, it's one of the best levers you
10:55have to be able to say everyone else is
10:57charging more than us. I will do the
10:59work for less and it will be close to as
11:01good is something that will basically
11:02always have its place inside the
11:04positioning we have niche positioning.
11:07This is the for us by us label. You
11:09could do this through language. It's the
11:11same brand but offered in Spanish
11:12language. You can do this through
11:14background. You will find a certain
11:15brand that appeals more to the
11:16African-American or Asian-American or
11:18Latin-American community and say that's
11:20where we're focused. Plus size versus
11:21petite. Brandy Melville is a niche
11:23position. This also happens in
11:24subcultures. Gothic, whatever it is.
11:27It's basically saying there is a large
11:28group that consumes a certain type of
11:30product, whether that is underwear to
11:32protein bars. How do we niche in on a
11:34one specific angle that we can tell a
11:36better story to? Ideally, one that we're
11:38also from. This is interesting
11:40psychologically because the purchase of
11:41a brand like that becomes an active
11:43support. But on the other side, it can
11:44often limit the amount of people that
11:46would actually be interested in engaging
11:48with the brand. You have to say, maybe
11:49our total available market or TAM
11:51available to us, we may never be able to
11:53reach. Very similar is generational
11:55positioning, the way you'll see someone
11:56like a Jones Road Beauty go for a
11:57slightly older, more refined consumer or
12:00Half Magic go to Gen Z. You could say,
12:02we're going to create a similar
12:03experience, but we're going to zone in
12:04on the messaging for a specific
12:05generation. This is where it starts to
12:07become less about the product and more
12:09about the marketing, right? You can't
12:10have a smart product, you can't have a
12:11performance product without an actual
12:13product improvement. But you can have a
12:15niche positioning or a generational
12:17positioning purely through marketing.
12:18Another very old-school tactic of this
12:20is a single attribute positioning. So,
12:22the way Volvo wants their brand to be
12:24synonymous with safety. You say, we're
12:26going to own one core word that matters
12:28in our consumers' mind. We are going to
12:30build product and marketing to remind
12:32you that of all time. Now, let's talk a
12:34bit about premium positioning. So, if
12:35you want to charge an extra amount of
12:37money and how a brand is purchased,
12:39which again gives you more room for
12:40marketing when you do so. So, the first
12:42is a performance brand. Very similar to
12:43how we talked about performance earlier,
12:45but you're basically saying, I'm going
12:46to provide a better experience for
12:47people who take a thing super seriously.
12:49It's a higher level of performance
12:50brand. We'll call it a true performance
12:52brand. You might say, Satisfy Running,
12:53for example. They sell lifestyle, but
12:55they also have all these tips and tricks
12:56and expensive products built for a very
12:58specific type of runner who takes
13:00marathoning and long distance super
13:02serious. And what they get when you
13:03create a great product for them is you
13:04get those aspirational customers that
13:07come behind it who are willing to pay
13:08the premium to look like that, to aspire
13:10to be it. Arc'teryx, Salomon, these are
13:12all these brands that you see that have
13:14this amazing experience that a lot of
13:15people purchase that don't really need.
13:17We'll call these lifestyle performance
13:19brands. And to anchor this, you have to
13:20both have the experience, the
13:22background, the expertise, and the
13:23credibility to be able to sell that.
13:25Then we have a designer brand. The
13:27aesthetics of the brand are a
13:28differentiator. Teenage Engineering is a
13:30great example. They sell these Bluetooth
13:31speakers for more than your average
13:33because of the design, the background,
13:34the care, and the marketing they do. And
13:36for people with whom aesthetics is a
13:38real differentiator, who like their look
13:40and feel methodology, they choose to
13:42spend more on it. Corresponding version
13:43is a bespoke brand. How can you make
13:45something truly custom, a luxury
13:47one-of-one designed to fit you as a
13:49customer? It was made exactly with your
13:52proposition in mind. It's much harder to
13:53execute, you can charge a premium for.
13:56Another great position is a counter
13:57position to luxury. You see Italic and
13:59Queens use this all the time, where they
14:01will say, "We are giving you luxury
14:02quality without the markup." They're
14:04saying, "We can give you something close
14:05to something super expensive." It's a
14:07new age spin on value positioning, where
14:09it's not the cheapest option, but it's
14:10cheaper than what you would normally buy
14:12it at. And there are all kinds of
14:13versions. You will see whether you are
14:14launching a product, there's a brand, or
14:16you have a campaign, there are hundreds
14:18of different positions. I've put
14:19together this positioning tool you're
14:21going to be able to find in the
14:22Marketing Zip Toolkit, where you can
14:23actually chat with it and play with it
14:25here. It's going to give you all of
14:26these strategies and back and forth on
14:28this cuz this is very nuanced and
14:30there's a lot of it. But once you
14:31understand the canon of what exists,
14:33what your options are to position, you
14:35get a lot more ways you can work through
14:37what you're going to do in marketing.
14:38Cuz there's oddball ones, too. One I
14:40love to call out is name positioning,
14:41right? Like Satoshi Nakamoto, the
14:43clothing brand. They're just adopting
14:45basically this entire crypto user base,
14:47all these people that are interested
14:48conceptually in that name, and it
14:50appeals to them, and no what, they just
14:51made a brand and just took it. So
14:52there's oddball positioning types, too.
14:54Why I give this as context before we get
14:55into any tactics or what you do, is you
14:58need one of these for whatever brand you
14:59are working for or have. The first thing
15:01you need to do is sit down and be like,
15:03"How do we differentiate? What do we
15:04sell? Are we selling based on value? Do
15:05we give a more bespoke experience? Do we
15:07have a higher performance? Are we
15:08selling better to a certain niche or
15:10lifestyle?" Take all those ones I
15:11outlined or any other ones you find in
15:13the chat and be like, "What is our
15:14differentiator?" There, this is your
15:16North Star. All your marketing, every ad
15:18we talk about, all the organic content
15:20that we talk about, your landing pages,
15:22your comm strategies, your email, your
15:24narrative, all comes back to knowing
15:26this position. And if you work for a
15:28company and you start in the company and
15:29they don't have that, it's your job to
15:31help bring that out. You build that
15:33strong position, everything else gets
15:34easier. Your ads get cheaper. People
15:36remember it. They refer more. It is such
15:39an important part and why I like to lead
15:41with it. So now we're going to go
15:42through an exercise you can do to
15:44actually map your brand world. All the
15:46characters, all the things we're talking
15:48about. How do you think about this? And
15:50this is a great exercise to do if you
15:52are coming into a marketing team new, or
15:54if you need a refresh and you want to
15:56reset your strategy to these modern
15:58methods, or when you begin to take on a
16:00new freelance client. We used to do this
16:02early on in my agency life. We would do
16:04this as a paid workshop for clients. We
16:06actually map all of the stuff out and
16:07then we'd reimburse that against
16:09whatever retainer came on the other side
16:11of it. So if they just did it and they
16:12just wanted the info, great. But if they
16:13wanted to do that and then leverage it
16:14into a plan, we'd work on it that way.
16:17But to map out your brand really, you
16:18have to think of it this way. So first
16:19we want to list out your characters. So
16:21that's going to be this quadrant over
16:23here. So in there, I want you to list
16:25out who is actually representative of
16:27your brand. Do you have a founder that's
16:29on camera? Do you have experts that you
16:31can get on? So for instance, you'll see
16:33stuff like Mango has some of their
16:35designers that actually come on camera
16:37for them. Do you have a social media
16:38team or a creator that you hire? Then do
16:41any of your customers make content? You
16:43can plug in stuff like Outer Signal and
16:44they'll show you all your influencer
16:46customers. And then you can expand this
16:48out even wider. You can go to
16:50collaborators. Do other companies you
16:52work with make content? Does someone
16:54Does one of your executives have a
16:55podcast someone in a different company?
16:57Who are all the voices that could
16:59represent your brand? Then the same
17:01thing with sets. Where do you have that
17:04you could film? So for instance, if
17:06there's a warehouse, office, a factory,
17:09or just a sick place that you can go to
17:11like some sort of studio, a lab,
17:13whatever it is. And so to talk through
17:15that, for a lot of companies, especially
17:16if you ship something out, actually
17:17being able to go to the warehouse and be
17:18like, "Hey, pack an order with us." Be
17:20inside the factory while you're putting
17:21those things together. Or alternatively,
17:23we have put a lot of OSMOs, like I have
17:25filming down here. We have just bought
17:27those for factory teams and like asked
17:28them to get a specific types of footage.
17:30Or hired a local videographer in
17:33different countries actually go travel
17:34that. You'd be surprised how easy that
17:36is with Upwork and a little creativity.
17:37If you do have an office, how can you
17:39make a corner of it into a more
17:40aesthetic presentation? And then also,
17:42even if you just get the psych wall
17:43white background studio, you're like,
17:45"Yeah, cool. We're going to get this
17:46once a month and we know we have our
17:47shoot days to film that." Those can be
17:49considered sets. This we have evergreen
17:51sets, and then we have temporary. So,
17:53things you can film at that are kind of
17:54coming up. So, for instance, do you
17:55build a really cool trade show booth?
17:57You're already investing a bunch of
17:58money inside a trade show booth. The
17:59night before when everything's set up,
18:01is that when you actually want to get in
18:02there and film a bunch of content? It's
18:04a great way to look at sets. And now,
18:07over here in this section, we are going
18:09to get into the events. This is the big
18:12one. So, this is actually going to be a
18:13calendar. You can do this in quarters,
18:15or you can do it by month. So, you can
18:17actually have what events are What is
18:20going on in these different areas?
18:21There's a different couple types of
18:22events here. So, first we have just
18:24company. That would be anything that
18:26you're doing. Are you doing a product
18:27launch in Q1? Do you have a big
18:30corporate offsite in Q2? Every year do
18:33you go to the same big trade show in Q3?
18:34Whatever. What are big things your
18:36company is doing? You can list out as
18:37many or as few of these as you like.
18:40Now, if you're releasing a lot of
18:41things, one thing that I'm always
18:42encouraging kind of software companies
18:43to do is uh Are you shipping new
18:45features like all the time? Like, okay,
18:47can you consider that to be a mini
18:48event? Can you roll six or eight of
18:49those into a new release and then have
18:51like a new release where you're having
18:52key customers to your office? Or how do
18:54you turn that into like a little
18:55marketing moment? Do a Do a big
18:58community call, whatever it is.
18:59Obviously, with clothing lines, you do
19:00new releases or capsules. But services
19:02businesses too, like think about what
19:03your events are. Are you going to Do you
19:04have a new offering? Are you going to
19:05update your portfolio? Hold a hackathon?
19:08Have a competition? A lot of things
19:09there. So, you have company, and we have
19:10culture, and we have industry. So,
19:12culture is what's just going on in and
19:14around the world, right? So, Q1 we have
19:16like New Year, New You, right?
19:18Everyone's kind of going back to the
19:19gym, they're doing all these things. Q4
19:21we have Black Friday and the holidays.
19:24Q2 you have Coachella, festival season.
19:26In this middle area here, you've got the
19:27summertime. How are you going to engage
19:28people if you are at all? What from
19:30seasonality, back to school, Valentine's
19:32Day? What do you have in there that
19:34actually makes sense for your customers
19:35or is going to distract or change from
19:37your buying habits? Where actually if
19:38you just want a map of these, dude, just
19:40ask ChatGPT and just be like, "What do
19:43my target consumers pay attention to?
19:45What is going on in their lives I should
19:47map out and think about potentially
19:48having launches or planning my calendar
19:51around forward marketing for the year?"
19:53And it will just tell you. Same thing
19:54with industry. So, industry is a great
19:56one to map out cuz industry is a
19:57combination of what's happening just in
19:59general in the space and what's
20:00happening with your competitors. So,
20:02we're going to get to this plot here in
20:03a second. We'll talk about competitors.
20:04So, industry is going to be like, "All
20:06right, is there a big trade show
20:06everyone goes to every year?" Also, if
20:08you're in the, you know, computing space
20:10and Apple has WWDC every year at the
20:12same time, okay, note that. Now, what do
20:15you want to do with those industry
20:17moments? If your big competitors have
20:18launches, do you want to launch at the
20:19same time and try to go head-to-head? Do
20:21you want to launch right before them to
20:22kind of steal their thunder? Do you want
20:23to launch right after to cut off the
20:25attention? Do you want to just have a
20:26completely different time of the year?
20:27If there's a big trade show, if you're
20:28in in tech electronics, do you want to
20:30be at CES and have CES be part of your
20:32plan or you want to counter position to
20:33that? But mapping all of this out gives
20:35you the opportunity to look at, "Okay, I
20:36have these characters. I have these
20:38places to film. Maybe I can add on some
20:40of those here." Now, we want to come
20:42with our plot. So, basically plot, we
20:44have events, we have enemies, we have
20:48friends, and we have specials. Think of
20:50this
20:51like TV. Whether you want a TV network,
20:53TV show, all the analogies work. But
20:55basically, every one of these events can
20:56be plots for your characters to talk
20:59about, for you to execute marketing on
21:00top of. Whether that's back to school,
21:02whether that's Black Friday, who is
21:04going to be talking, what characters,
21:05what sets are they going to be using,
21:07and how are they going to be integrating
21:08these events or leveraging them? One
21:10great one I saw was a company showing
21:12off their technology. I believe it was
21:13for the Masters and they built like a
21:15whole interface showing off their tech
21:17for which you could view the Masters to
21:18hop onto some fandom from there. Gap
21:20participating in Coachella, they're
21:22hopping on top of that moment, right?
21:24But friends and enemies gets interesting
21:26here. So enemies like okay, how am I
21:27going to respond to you know, obviously
21:29enemies a strong word but marketing and
21:31strategy in general are all war
21:34simulation terms. It's probably a
21:35separate video. But you know, look at
21:36okay, our competitors are launching
21:37when? We position our counter position.
21:39That's a plot piece. You need to think
21:41about that. Okay, they're doing their
21:42launches, where are we in context of
21:43that? We want to lead, we want to
21:44support, we want to counter position.
21:46And then same thing with friends. If you
21:47have partners in your brand like hey,
21:49you'll see collabs between brands all
21:51the time, right? Or you'll see big
21:52influencers you work with regularly, are
21:53they doing anything interesting? Reach
21:55out to them. Ask. I have brands I work
21:56with all the time be like, what are you
21:57working on for the next year? Are you
21:59doing a tour? Are you doing an event
22:00series, etc. Where can we plug in or
22:02program in? Other brands are having a
22:03big release or they're paying to do some
22:04big event, can you piggyback that, make
22:06some content, make some collaboration?
22:07And then start to identify the holes.
22:09You begin to look at okay, summer's
22:11here. We have anything going on? There's
22:12nothing planned. What can we do? This is
22:14where you have specials. Be like, hey,
22:15do we want to hold our own event? Do we
22:17want to launch a marketing series in
22:19that time, right? Like Away recently
22:21launched a social show, right? Social
22:22shows are very popular on social media
22:24where it's almost like a directed TV
22:25show is playing out on your Instagram.
22:27Like okay, they debuted a bunch of
22:28episodes pretty close in a row and it
22:30was in this or I thought the timing was
22:31interesting because in this in the
22:32summer it's normally really dull, right?
22:34No one's buying luggage in that time
22:35period. But they're gearing up to buy it
22:37for like Black Friday, etc. Maybe
22:38they're looking at a little bit now for
22:39Labor Day. And I was like, oh, all of
22:41having seven episodes late summer lead
22:43into that, they're entertaining, they're
22:44building some affinity to go convert on
22:46that in Q3 and Q4. This is how world
22:49mapping works. So when you do this the
22:50first time, you can map this out, you
22:52have this kind of chart, put it on a big
22:53whiteboard in your office, you can
22:54always be adding to it as you work. But
22:57then re-explore that, how can we add to
22:58the plot? Every month, every quarter,
23:00let's sit down, what can we update here?
23:01Oh, we have new sets. Oh, we have new
23:02people we found. We have new friends of
23:04the brand. We have new collaborators
23:05we're talking to. We could begin to plot
23:07this around. And this calendar trickles
23:10down, right? At the end of this video,
23:11we're going to talk about email
23:12marketing. And then this is a whole
23:13thing where it's like, okay, I what am I
23:14going to be promoting in my email? It's
23:16like, okay, well, now I get to look at
23:18here's what's happening in culture,
23:19here's what content we just made, here's
23:20what our friends are doing. You begin to
23:22have much more of an idea. You're not
23:23like, what are we going to do on social
23:25media? You can decide it all from this.
23:27And identify where you have holes and go
23:28to fix it. If there's not a single
23:30person in your company that will talk on
23:31camera, you probably need to hire
23:32somebody and advocate for that. If
23:34there's 10 of those people, but the
23:35content like just doesn't look up to
23:37your standards, like how do we turn an
23:38area into a set? Again, the holes of
23:39dates. All right, Q3, we don't have
23:41anything going on. Now we need to
23:42actually come up with some specials or
23:44go identify from our network what's
23:46happening that we can act on. But this
23:48is how to do brand world mapping. It's
23:50an exercise I absolutely love to do and
23:52put together. And I would highly
23:54encourage you to sit down and work on.
23:56And this is a great one too. If you're
23:57going for a job, mapping this out ahead
23:59of time. You're going for the interview
24:00and be like, "Hey, so I've actually
24:01mapped out your brand world, all the
24:03things that are happening in the niche
24:04and in the industry, the trade shows
24:05that are coming up, all the people I've
24:07seen pre-interview on social media. I'd
24:08be really excited to like we're going to
24:10work with the team with a like an
24:12exercise like this. I feel like it helps
24:13drive social media and marketing."
24:15People are going to be shocked by how
24:16prepared you are. I will say people do
24:18obviously like interviewing for jobs
24:19sucks. I have come to basically every
24:21marketing job I've ever done with like a
24:2360-90 day plan for my role. Have a
24:25handful of those places like stolen that
24:27to work on their own? Probably. Have a
24:28lot of them hired me and high-paying
24:30jobs cuz I was the guy who came with a
24:31plan, that was prepared, that I left
24:33them with? Also, yes. And I will leave a
24:35template for this in the download file
24:37that comes with this as well, so you can
24:39go use that and fill it in really easily
24:41inside some design software. So now that
24:44we've talked about positioning, we're
24:45going to talk about messaging. So every
24:47marketing job, whether you're creating
24:48content on social media, whether you are
24:50creating ads, whether you're working at
24:52events, you need to know how to talk
24:54about the products that you are
24:55marketing and to talk about the brand.
24:57And so in the past, you would have all
24:59these different statements used to
25:00write. We need a mission statement. We
25:02need a tagline. We need a vision
25:04statement. We'd have all of these pieces
25:05of literature that would get created.
25:07And I'm here to argue that a lot of that
25:09in the modern age really doesn't matter.
25:11You need to have a core idea of your
25:13position and what you know, and you need
25:14to be able to effectively write and
25:16write with LLMs to be actually able to
25:18describe that tactically, to be able to
25:20use it in scripts, to be able to use it
25:22in descriptions, or in emails. So we're
25:24going to break down some formulas and
25:25some styles for that. And then we're
25:27going to go in into how to actually use
25:29that inside the demand section to make
25:31ads and social media. So you'll see,
25:32often when people talk about writing
25:34copy in the modern era, they talk about
25:35loading up an LLM with all these
25:37examples, loading in all this brand
25:39copy. I think you need one statement and
25:41one style. And here's the statement you
25:43need to fill in. For our target, so I
25:45specialize that in there, for distance
25:47runners, who and then fill in the need.
25:50So for distance runners who deal with
25:52side pain, brand is the category that
25:55gives a benefit. You will have this
25:56exactly spelled out in the area below
25:58and I'll put it on screen here, too. So
26:00for distance runners who deal with side
26:02pain, brand X is the electrolyte
26:04supplement that solves it permanently in
26:06seconds. And you want to end this with
26:08unlike competitor, we differentiator. So
26:11let me explain that for a second. Unlike
26:13sugary electrolyte drinks, we provide
26:16instant relief with no crash or whatever
26:18it is. So this formula, this formula is
26:20really important because this gives you
26:21the ability, it gives any ChatGPT
26:23reference the ability to understand all
26:26the different pieces of your
26:27positioning, your target demographic,
26:28and your offering. And every brand can
26:30fill this in. Because you think about
26:31clothing brands, you know, for
26:32millennial men who want to feel
26:34comfortable in their own skin and don't
26:35want to dress like their fathers, we
26:37provide a set of clothing you can mix
26:39and match without having to think about
26:41how things go together. And unlike X
26:43brand, we do this with the baggiest fit
26:45fit possible, whatever it is. This is
26:47this all works no matter what category
26:49it's in. And so I want you to really
26:50think about who your target is. That's
26:52the thing first thing to identify. What
26:53is the need of the target? They need to
26:55want something and that can be cerebral.
26:57They can want to look cool. They can
26:59want to attract the opposite sex. They
27:00can want to look good. They can want to
27:01make friends. What is it they want? And
27:03then your brand's in the what category
27:04and what benefit do they give to solve
27:06that? And then call out. What are the
27:07other things that they might be shopping
27:09for and then why are you different? That
27:10statement is pretty easy. It's a
27:12spin-off of a really traditional
27:13framework by Geoffrey Moore. But it
27:15gives all the information that you need
27:17to begin to actually put together
27:18decisions and explain what your brand
27:20works around. Now, once you have that
27:22statement, you need to think about what
27:23the copy style is that reflects your
27:26brand right. And there's three that I
27:27love to call out. I use them in almost
27:29every project. And you don't need just
27:30one for your brand. You can have
27:31multiple. And there's a fourth one I'll
27:32call out, too. It's a fun example after.
27:34So, the first style to understand is
27:36direct response. There's an author
27:37called Dianne Kennedy who's one of the
27:39best references for this. You can pick
27:40up some of his books. But direct
27:41response is urgent, confrontational,
27:44numbers-driven explanations for a brand.
27:46One of the best modern examples of this
27:48copy style is the Hims brand. Lots of
27:50supplements brands use this. Where you
27:51will see fuller hair by fall 2026.
27:54They're giving you an exact timeline
27:56saying you can act on it. 79% of
27:58customers wish they started sooner.
28:00Finish this sentence. The worst part of
28:02going bald is blank. They are not afraid
28:04of being confrontational, of calling out
28:06the problem you have, numbers to do it.
28:08They are in your face asking for a
28:10result. This is the copy style that most
28:12marketers shy away from. It's
28:13intimidating to them, but it's also by
28:15far the highest efficacy of any of the
28:17ones we're going to work through. If you
28:18are willing to take that route, if we're
28:20going to call it right out, we're going
28:21to talk right to it, it is often the
28:23highest performing and is certainly
28:25worth a test. And you will notice this
28:26ad, you know, thicker hair in 3 to 6
28:28months, new low price. They are not
28:30putting any ifs, ands, or buts around
28:31what they are selling. Then we have what
28:32we call evidence-led. This is a more
28:34typical marketing approach. It's
28:36methodical. It's evidence-driven. You do
28:38call out some specific numbers, but you
28:40use a lot more testimonials. You are
28:42using your users' results to tell your
28:44story. You're doing that kind of same
28:45approach without that same level of
28:47confrontation of direct call out of the
28:49problem. You're doing it in a more
28:50calmer, explanatory way. There's a
28:52writer named Claude Hopkins who's an
28:54excellent example of this. And why I
28:55call out those reasons is I would
28:56encourage any of these styles that you
28:58find and you like, read the books by
29:00these people. They will go into detail
29:01on the copy and just by reading one of
29:03those and putting it into practice, you
29:05will be better than the majority of
29:06marketers explaining what you want to
29:08do. But also it's really useful to call
29:09out these styles that go into LLMs,
29:11which we'll do in a second. And the
29:12third I'm going to call out is
29:14human-driven. This is where you are
29:15telling stories in almost everything,
29:17including your story. One of my favorite
29:19brands who does this on social media and
29:20their website is Bad Hombre's. They're
29:22doing this in very casual terminology.
29:24Notoriously good bean and cheese
29:25burritos. The internet's favorite frozen
29:27burrito. Why are burritos hit different?
29:30Word on the street. They're using their
29:31customer testimonials, talking about how
29:33they do things. Welcome to the bean
29:35dream. Pictures of their team sitting
29:37there. They're building in public and
29:38they call it out and they show their
29:40content. Everything about it is about
29:41their story of what they're doing, how
29:43they're creating it, what people feel
29:44about it. Each one of their content
29:46starts with a human story. This thing
29:47happened in our business. As a very
29:49effective way to build a modern brand if
29:50you're willing to lean into the
29:51storytelling of it. And John Caples is
29:53an excellent example of a marketing
29:55copywriter who leaned into this as well.
29:57I was saying every kind piece of copy he
29:58does starts with a person or a story or
30:00surrounding that human nature moment
30:02inside of it. And the last one I want to
30:03call out is is Reformation. Reformation
30:06is also often used as an example of
30:08great copy. So they will be called a
30:09culturally savvy messaging brand who
30:11says they're able to show off that
30:13they're tapped in. So you will see, we
30:15have some of the copy up on screen. What
30:17you see from Reformation, niche
30:18interests. We have theories. Is their
30:21email subject lines. Ring my bell. Time
30:23to serve. They're basically taking
30:25things that they will make their
30:26customer base smile and laugh that are
30:28rooted in pop culture and bringing it
30:29into all of their social media content,
30:31their emails, their copy. They're being
30:33culturally savvy. And this only works if
30:35your brand and the people that represent
30:37it and your customer base are culturally
30:39fluent in a certain way. Those are four
30:41awesome ways to think about copy for
30:43your brand. What is the messaging style
30:45that you want to embrace? And for many
30:47brands, you'll test your way into it.
30:48You'll find you want to try a few and
30:50determine what works. We'll talk about
30:51that when we get into ads. But it's
30:53worth being aware of. When people talk
30:54about messaging, they talk about copy,
30:56they mention direct response, that's
30:57what those terms mean. And this is how
30:59you need to think about actually
31:00creating written content for a brand.
31:02And so, my skill for this is in the
31:04pack. So, I have a skill that you'll be
31:05able to put into Chat GPT and you'll be
31:07able to say, "Give me copy options in
31:09the style of these people." And it will
31:11give you those options. It also has a
31:12full landing page generator where you
31:14put in all the information about your
31:15brand and it will give you an
31:17evidence-led, direct response, and
31:18story-driven options for those copy.
31:20They already have all of like the AI
31:22nomenclature stripped out. But the thing
31:24that I would encourage you to do that
31:25will also walk through on here, that is
31:27extremely important inside this area, is
31:29to create a project for your brand. If
31:31you want to be able to actually write
31:32copy and work with a team on it, you
31:34need to create a project. So, we're
31:34going to create one right here. So, a
31:36project is basically a shared
31:37environment inside of Chat GPT. Your
31:40team can see and you can share with them
31:41or you can just use to assemble your own
31:43items as well. If you create the
31:44project, I'm going to say brand X. I go
31:47in and I create a project here. I go to
31:48sources. I you give it more context.
31:50This is important. This is where you can
31:51go and say, "I'm going to upload all of
31:53our product sheets." Basically, every
31:54product we have, then it will learn
31:55about all the products you have. You're
31:57going to upload your website copy. You
31:58can do more. You can connect your drive
31:59and your Slack and have it just hunt
32:01everything down. But I like to actually
32:02be pretty surgical about this. You want
32:03to basically take any product packs you
32:05have or product landing page information
32:07you have and drop it in there. I
32:08wouldn't even give it big brand guides
32:10and stuff cuz some of that stuff isn't
32:11really pertinent. I would give it that
32:12statement that we talked about at the
32:13beginning, the positioning statement you
32:15have. I would give it all the details on
32:16your products. I would give it
32:17testimonials and things your customers
32:19say, your review exports if you have
32:21those. And you add it all in there in
32:22the context. And then what happens is,
32:24whenever you are chatting back and forth
32:25with it and you say, "Hey, I want to be
32:26able to get some ad ideas for this or
32:28that." Or I want to using the copy style
32:30prompts we have, give me some direct
32:31response copy for this new release we're
32:33doing or for an ad idea. Then you feed
32:35back it. You say, "I like this and I
32:36don't like this. Show me results like X
32:38or Y." and the project remembers. And
32:40then your team can tap into it. So, if
32:41you have a marketing team and people
32:42need to write more copy, and you have a
32:44project that's pretty well trained, they
32:45can go in it and participate in it as
32:47well. This becomes a really key
32:49resource. If you're writing a lot of
32:50copy, you're generating landing pages or
32:52emails that you're able to work through.
32:54And the key thing to do on top of this
32:55is use it to start, and then go back
32:57through and make sure you're adding in
32:58what are human case studies we can put
32:59on the top. What are written things that
33:01happened in our company I can add in.
33:03What are funny or interesting nuanced
33:04things I can get, so I'm not just
33:06directly taking copy right out of it.
33:08That's what separates doing this
33:09mediocre versus doing it like all the
33:11big brands are doing it now. And this is
33:13a good time to talk about the biggest
33:14difference now from when I was a
33:16marketer, and that is these levels of
33:17integrating AI. So, the last time I was
33:19running a marketing team was when I was
33:20the SVP marketing at Gel Blaster. We
33:22were a toy company in consumer
33:23electronics. I've been the head of
33:24marketing at multiple consumer
33:25electronics companies. Now I work at
33:27Darkroom, we do performance marketing
33:28for lots and lots of brands. So, I look
33:30at the ad accounts and create concepts
33:32and work with teams on creator strategy,
33:33etc. But it's different than running a
33:35team inside of a marketing org. And so,
33:37what I end up talking about with my
33:38friends who run these orgs now, and what
33:40happens when I go in doing workshops
33:41with brands, is basically it's about
33:42what are the levels with which they've
33:44adopted AI or they're using new
33:45processes. And I'm going to talk to you
33:47the five levels here, cuz this is worth
33:48you understanding. If you're watching
33:50this as the new generation or the old
33:51generation trying to bring this in, this
33:53is crucial to understand. So, the first
33:55level that's 90% of teams that have
33:57adopted AI is just chatting. They're
33:58going into ChatGPT and they're just
34:00asking questions or asking it to do
34:01stuff. That's level one. That is fun and
34:04useful, but not super You're basically
34:06not taking advantage of a super
34:07intelligence that you have on your side.
34:09So, number two is what I just shared.
34:10Instead of just chatting and just asking
34:12randomly for it on the internet, you
34:13create a project. Now you are applying
34:15context to that intelligence. It has all
34:17your product info, has your
34:18testimonials. It can actually give you
34:20stuff that's more rooted in what you're
34:21trying to achieve. Now, the third level
34:23is called skills and making skills. So,
34:26what happens is if you do a process
34:28frequently, several times, inside your
34:30marketing flow. So, for instance, if you
34:31are always saying, "Hey, every time we
34:32do a new product release, we generate a
34:34like a super thorough Q&A landing page
34:37with a quiz." That's just a thing you do
34:38inside your marketing team. If you do
34:40that again and again, and you're using
34:41your project forward, or you're using AI
34:43to help create it, you can turn that
34:45into a skill, where it repeats it. Where
34:46you say, "Hey, this is our quiz maker
34:47skill." We put in all this information,
34:49it gives us a quiz back, and it'll
34:50actually give us a format that allows us
34:51to drop it directly into whatever we use
34:54to make our website. Or, if you're
34:55coming up with ad styles, and you go,
34:56"Hey, we always do category comparison
34:58ads, and we have built this big matrix,
35:00and we want to do this every time. We
35:01just want to be able to upload a new
35:02product, and then get all these ideas
35:04for category comparison ads." That could
35:05be a skill. What I'm going to give you
35:07for the copy styles is a skill. You can
35:09just drop it in. You can call the skill
35:11anytime inside ChatGPT, and it will give
35:13you those three copy references for
35:15whatever you're writing. Whatever you
35:16just wrote, it'll give you evidence-led,
35:17direct response, and human-led versions
35:19of it. So, repeatable things become
35:21skills. Now, those last two are really
35:22important, cuz cuz the biggest change
35:24that most people need to do is moving
35:26from single player to multi-player for
35:28AI. When you bring your team in, and
35:29your team is involved in sharing those,
35:31multi-player gets crazy. It's where you
35:32actually get real results within a
35:33brand. If everyone's all siloed and
35:35working on separate stuff, it doesn't
35:36matter. But, if your team is making
35:37skills and sharing them, so other people
35:39can do it. If they're making projects
35:41and maintaining them, so other people
35:42can use them, all of a sudden, you're
35:43all getting the benefit of people using
35:45technology. Let me break down a bit of
35:46how this works. The way to integrate AI
35:48into marketing teams is to give people
35:50responsibilities. One person on your
35:51team maintains the project. They're
35:53responsible for uploading new copy.
35:54They're responsible for work shopping
35:56that copy, and telling the project how
35:58to do it better. It becomes a
35:59responsibility they have that other
36:01people can then tap into. If if there's
36:02a skill that can get created, someone is
36:04in charge of creating it and keeping it
36:06updated. Cuz then we get to level four,
36:07which is agents. An agent is something
36:08that someone that does something on your
36:10behalf. So, basically, in ChatGPT work,
36:13it can use your browser, right? So, I
36:14have a ChatGPT agent that goes, and it
36:17checks my meta ads. It has read
36:19permission for meta ads. We'll get to
36:21that in the meta group, and it can
36:22actually give me summaries. So, every
36:24week, I used to go into to ads, look at
36:25everything going on, and then make a
36:27summary that I would send to the team.
36:28Now, that gets generated for me by an
36:30agent that goes and pulls that
36:31information and then also diagnoses it
36:33based on what I want to know for the
36:34specific brand and gives me ideas based
36:36on the type of ideas I was providing. I
36:38fed it all through reports that I used
36:39to do. I said, "What permissions do you
36:41need to make this process?" And I was
36:43able to make an agent. Now, I have it
36:44timed that acts every Friday when I want
36:46it to. So, your team has a combination
36:48of project for the brand, skills for
36:50repeatable things, agents for tasks that
36:52can be done regularly on their own. I
36:54hired at level four. And you can
36:56accomplish all of that inside of a
36:57ChatGPT. Level five is when you have a
36:59true brain for your marketing. So, a
37:01good example of this is a There's a
37:02program called Runneth. It's run by the
37:04Motion team. It basically has all of
37:05your meta ads connected, has all of your
37:07creative strategy connected, has skills
37:09and related items. It's a central
37:11repository for all marketing information
37:13that pushes out ideas and back and forth
37:15very dynamically. It's basically think
37:17of a project where it's really updated
37:18to include way more data sources. They
37:20have reason to it to exist. It exists
37:22for creative strategy, for ad strategy,
37:24for social strategy. It knows costs. It
37:26knows your the bombs of your products,
37:27which is basically your burden of
37:28manufacturing, how much things cost,
37:30your cost of your goods sold. It can
37:31make business decisions with you. And
37:33most brands are They need to go through
37:34the first stages before they even think
37:36about that. But that's where the future
37:37is headed, right? I mean, you see these
37:38Oh, we have a three-person brand that's
37:40doing $50 million in revenue. They're
37:42functioning from these kind of things
37:44where they've built these central
37:45repositories they're able to query and
37:47work back and forth with. And so, those
37:48are the levels to consider. And for you
37:50sitting there watching this, all you
37:51need to be able to think about is, "Hey,
37:52let me start the project. Let me
37:53maintain that." That is a skill that's
37:55worth money. Let me be able to do skills
37:56for repeatable things and ask ChatGPT to
37:59make those for me and share it with the
38:00team and maintain that. It's another
38:02worthwhile thing. It saves everyone
38:03time. If you are taking those two chunks
38:05of it, not even thinking about creating
38:07agents or beginning to run a brand, you
38:08are immensely valuable and I would focus
38:10your resources there. All right, let's
38:11break the whiteboard out and let's
38:13actually map through. Now that we know
38:14all this about positioning, about
38:16messaging, let's build a brand world.
38:22Now that we talked about positioning and
38:24a bit about building your brand world,
38:26we're going to talk about demand. So I'm
38:28breaking down what is a marketing team's
38:30real job. It starts with defining what
38:33differentiates the company and the
38:35products. That's what we covered above.
38:36Then mapping out the toolkit you have.
38:39And then, how do you generate attention?
38:41How do you bring people in to actually
38:43buy? That's the most important part of
38:45it, but if you don't do the first part
38:47we outlined, it's not going to go well.
38:49It's why they go can go into tactics and
38:52like other supporting functions, but at
38:54the end of the day, the core of the
38:55marketing function is generating demand.
38:58Now everyone talks about brand strategy
38:59or campaigns or art direction and stuff,
39:01but at the end of the day, it is there
39:03to convince people to buy. So there are
39:04three core ways with which marketers
39:07capture demand that we're going to talk
39:08through in this video. The first is
39:10social media. And this is a new one, and
39:12a big impetus as to why channels like
39:14mine exist is that there is not a lot of
39:17people from the old guard of marketing
39:18who understand how to leverage social.
39:20And marketing that still uses really
39:22antiquated tactics. So I'm going to work
39:23at this out by social network, and we're
39:26going to give some really thorough plans
39:27and examples here. The second is
39:29advertising. Spending money to people to
39:31place things for attention. And we're
39:33also going to roll through that here. I
39:35am going to from scratch show you how to
39:37set up meta ads, talk about ad
39:39strategies on different platforms, and
39:41get you a toolkit there and define all
39:43the terms you need to know to be
39:44dangerous. And then the third is
39:46outbound sales. That is actually going
39:49out to your target customer, sending
39:51them messages, sending them emails, and
39:53from scratch pulling business from the
39:55void. Now there are other ways to get
39:57demand, right? Setting up a big retail
39:59location that has foot traffic going by
40:01that people are going to show up to,
40:02throwing events and experiences, but it
40:04all starts, it all hinges on the alpha
40:07that you have. The alpha, what do I mean
40:08by that? Advantage. The advantage we
40:10have in the modern era as marketers is
40:13that social media gives you free
40:15attention. To put this into context,
40:17this opportunity simply didn't exist
40:19when I was starting as a marketer. You
40:20could not merely start posting and get
40:22100, 400, 1,000, 10,000, 100,000,
40:25million views from your first post. That
40:27was not an option. To be able to get
40:29those views and have them translate into
40:31sales on e-commerce or visits to your
40:33store or people that want to retain you
40:34for a service was not there. And it is
40:37still underutilized. Is it more utilized
40:39than prior years? Absolutely. But are
40:41you still competing against people that
40:42are afraid to do it or don't know how or
40:44using antiquated methods? Yes. And that
40:46is your advantage. If you are here
40:48watching this video, you can win surely
40:51off of activating there. Now, the same
40:52thing applies to advertise. If you want
40:54to advertise prior, you used to have to
40:55do big campaigns. Like maybe you could
40:57take a small ad out in your local
40:59newspaper or like advertise on
41:00Craigslist, get some banner ads on a
41:02website. But now, you can put your
41:05advertisement in front of the exact
41:06people who are ready to buy at
41:08relatively low cost spending $50 a day.
41:10We'll talk about some thresholds in the
41:12ad section. Actually test those messages
41:14and if they work, spend more and get
41:16that money right back. It is an
41:17incredible time to be a marketer if you
41:20lean in and do this. And before I get
41:22into the social and the ad section, I
41:23just want to highly encourage you. If
41:25you've wanted to get into marketing
41:27because it's cool, because you're into
41:28brand campaigns, you're into visuals,
41:30you're into aesthetics, that is amazing.
41:31This is a great niche for you. But do
41:33not be afraid of analytics, of
41:36advertising, of putting yourself close
41:38to the money. If you've watched my
41:39content, you hear me say this a lot. The
41:41most valuable marketers people that
41:43aren't afraid of those things. You have
41:44your tool kit, you have your knowledge,
41:45you have your taste and your aesthetics.
41:47But you absolutely aren't afraid to use
41:49those to make a landing page better, to
41:50make an excellent ad, to tie your social
41:52media statistics to KPIs for a business.
41:55That is how you end up getting raises,
41:57getting promoted, and building the
41:59toolkit to be an entrepreneur for
42:00yourself one day. Let's dive in. So, the
42:01first aspect of how you get attention in
42:03is organic social media. And organic
42:05social media and demand in general here
42:07is a function of narrative, the story
42:09you're telling, taste, how you make that
42:10story look and come across, focus,
42:13actually getting good at some of these
42:15techniques we're going to talk about,
42:16and credibility. Do people actually
42:17believe you? First, I'm going to walk
42:19through the different social networks
42:20and who they're good for and how you
42:21decide what to go to cuz up to the focus
42:23opportunity, that factor I mentioned
42:25before, it's crucial to decide on a few
42:27of these versus kind of being mid at all
42:28of them. Let's start with TikTok. TikTok
42:31is an incredible social network because
42:32it will give you attention right away
42:34based on the efficacy of your videos.
42:36But what I like to call out to
42:37businesses that are trying to decide
42:38should we be on TikTok? What's our
42:40TikTok strategy? Do you have someone
42:42internally who understands TikTok well
42:44enough not just to build an account but
42:46to build an army? What do I mean by
42:47that? To succeed on TikTok, your own
42:49branded account listed as a business is
42:51going to have a hard time. You'll have a
42:52way easier time on Instagram. Can you
42:54just cross post from Instagram? Yes,
42:56we'll get there in a minute. But the
42:57best TikTok campaigns for marketing have
42:59multiple accounts or they'll have
43:01creators or they'll have slideshows.
43:02They have all of these tactics that they
43:04put together to actually put messages
43:05out in wide arrays. There's a website
43:08called Social Growth Engineers. It's
43:10like 20 or 30 bucks a month. They have
43:11case studies of a lot of people using
43:13TikTok and scale TikTok like this. It's
43:15a great place to check out. But if you
43:16do not have someone who understands
43:18TikTok well enough to tell you, "Hey,
43:20your core business account probably
43:21won't do that good. If you have an
43:23expert or a great person to put on
43:24camera, we probably have a start. But if
43:25we really want to build out TikTok,
43:27we're going to need multiple accounts
43:28and strategies." TikTok's probably not
43:30worth pursuing beyond cross-posting what
43:32you're already doing for Instagram.
43:34Instagram is an amazing network to build
43:35your brand on social media. Much like
43:37TikTok, it will give you views right
43:39from the start and any point in time you
43:40can change your account's trajectory by
43:42simply posting better content. But to
43:44succeed on Instagram, you can't just be
43:46posting a handful of things or pictures
43:48of your business. I'll always see brands
43:50even still today that are like, "But I
43:52post pictures of my product and no one
43:53cares. Instagram doesn't work for me."
43:55You need a strategy. That's what we're
43:57going to get into here. So three of the
43:59strategies that most appeal to marketers
44:01you can wrap your head around and
44:02execute, I'm going to walk through here.
44:03The first is having an expert either on
44:06your account or on another account but
44:07promoting your business. What do we mean
44:09by that? Someone, a singular person,
44:11talking on camera about the business to
44:13promote it. This is the number one most
44:15effective and easiest way to promote
44:18your business on Instagram. This could
44:19be the founder of your business, it
44:20could be someone hired for it, it could
44:22be a team member, but someone is on
44:23camera talking about things relative to
44:25the business. So, a few examples of
44:27this. So, one is this girl Olivia
44:29Unplugged. She is on her own handle.
44:31She's not even on the main handle for an
44:33app called Opal, a mental health app.
44:35So, she's a creator that was hired to do
44:37whiteboard videos about mental health.
44:39Opal is a kind of mental health and not
44:41using your phone app, and she creates
44:43all of this really great content in
44:45different formulas, just her, talking
44:47about these things that then help
44:49promote the app. That's an example of
44:50expert content. Another great example
44:52here is Ken Sekata. He has a brand
44:53called Front Office, where he is the
44:55founder, is the face of it. And he is
44:57doing deep dives into everything around
44:59clothing, right? Not just the stuff that
45:00he designs, but information in general
45:02to build him up as expertise. And then
45:05whenever the brand releases something,
45:06you know the level of thought and craft
45:08that goes into it. So, that's approach
45:09number one, the expert approach. We'll
45:11get a little bit more into it later.
45:12Approach number two is the storytelling
45:14approach. Do you have a really
45:15interesting business in a way that
45:17people will get into? So, when you have
45:18expert content, you've got to be posting
45:20a lot. That is a three times a week kind
45:22of minimum proposition to be gaining
45:24traction on social media. But with these
45:25more narrative accounts, you put more
45:27time into releasing maybe a vlog and a
45:29carousel, like two posts a week. So, Bad
45:31Ombre's, I always like to call out as a
45:32great example of this. They make frozen
45:34bean and cheese burritos, and they're
45:36doing the story of, "Hey, we quit our
45:37jobs to take over this old Taco Bell to
45:39start making frozen bean and cheese
45:40burritos, and today we have a problem."
45:42They do what's called hero's journey
45:44content. But they don't necessarily have
45:45to be talking on camera, they're just
45:47telling their story of what happened in
45:48their business that week. It's
45:50narrative-driven content. To do this,
45:51your business actually has to be
45:53interesting. So, it's not necessarily
45:54for everybody. The third approach is
45:55extremely art-directed content. A little
45:57more traditional, but you need like
45:58singular creative talent. So, Meshki is
46:00a great example of this. They're a
46:01women's fashion brand, but they are
46:03making art in every post. Everything is
46:05conceptual and thought through and
46:07really interesting, and they've invested
46:09a lot of time and energy into it over
46:11time to make it stand out on the feed
46:13and unique, but it is conceptual and it
46:15is time-consuming. Those are the key
46:17three strategies. There are other
46:19strategies that work, but those are the
46:20three I'd say 90% of brands should focus
46:22on one of those. And for most of them,
46:24it's going to be expert. But, what I
46:25like about focusing on Instagram as the
46:27primary network here is that the content
46:29you make there is easily reusable on
46:31TikTok. It You can actually cross-post
46:33it a lot on LinkedIn, on Facebook, on X,
46:36on all these other social networks. With
46:37Instagram as the primary is an excellent
46:39strategy for most brands. So, now let's
46:41talk about YouTube. If you have a
46:42services-based business, YouTube is an
46:44excellent one. But again, you need
46:46somebody who's going to be talking on
46:47camera. But, if you decide for your
46:49services-based business, you do
46:50construction, you do sales, you have an
46:52agency, anything of that kind, it works
46:54for other businesses, too. I think
46:55primarily it's a great magnet here. You
46:57can answer common questions. You can
46:59present your expertise. And even if you
47:01get a small amount of views, you end up
47:03getting quality leads. You know, a lot
47:04of people with businesses on YouTube
47:06will only get 1,000, 2,000 views on a
47:07YouTube video, but get enough leads to
47:09sustain their business. They start
47:10getting more, their business start doing
47:12really well. But, to do this and to make
47:14YouTube as a primary focus or even a
47:16secondary focus, you have to have
47:18someone that understands YouTube behind
47:19you. If you do not care about
47:21thumbnails, about the actual titles and
47:22positioning, you don't know how the
47:24social network works, it's going to be
47:26basically wasted energy. The last one
47:28I'm going to talk about in this video is
47:29LinkedIn. And now I've actually defined
47:31all these. We're starting to get into
47:32terminology and tactics. So, LinkedIn is
47:34a team sport is the way I like to
47:35describe it. It is great if you have
47:37multiple people that are active on
47:39LinkedIn or willing to become active on
47:40LinkedIn. So, let me look at an example
47:41of that. My friends at Air are a good
47:43example of this, where they have
47:44multiple active people on LinkedIn. So,
47:46their CEO is active on LinkedIn. He is
47:48posting all the time about their new
47:50updates and the things that they are
47:51doing. But then, you will notice there
47:52are multiple other people you have
47:54there. Their brand and motion designer
47:56is posting. Their head of content is
47:57posting. Multiple team members, they're
47:59commenting, they're interacting, they're
48:00doing their own versions of the
48:01narrative. They have at least five to 10
48:03people at the company who are regularly
48:05all active on LinkedIn promoting
48:06together. LinkedIn like this. It
48:08recognizes this. It encourages when
48:10people at a company are interacting with
48:11other posts at a company, it boosts it
48:13out there. Shows it to more people. So,
48:15it's worth thinking that through as a
48:16team sport. And there's companies like
48:18Buffer, the social media app, who have
48:20big programs for their companies. So,
48:22they have a program that or something
48:23like 80% plus of their actual employees
48:26are active on LinkedIn and participating
48:28in basically like paid and bounty
48:30programs around that. And you can see a
48:32constant stream of them reposting,
48:34people from Buffer and around who are
48:36basically pushing the conversation
48:38forward. And so, this is great again, if
48:39you have a a lead focused business or a
48:41B2B focused business, you're having
48:43trouble with some of the other social
48:45networks, or you just want a continual
48:47lead flow, activating on LinkedIn, but
48:49doing it as a team, doing it as one
48:50person is a lot harder than doing five
48:52plus, is an excellent strategy to think
48:54through. And so, what I would do for
48:55your business is I would look and I
48:57would say, "Look at of these options,
48:59which should I focus on?" There are
49:00other social networks, there's X,
49:01there's Snapchat, there's a few others,
49:03but I think for most marketers who are
49:04taking a marketing informed position on
49:06this, you're picking from one of these
49:08as the primary, and that's really likely
49:10going to be Instagram or LinkedIn. And
49:13you're going to be like, "This is our
49:13number one focus." And you can add on,
49:16reuse a lot of your other social
49:18content, and then develop separate
49:20strategies as time goes on. So, before
49:21we go further, let's talk about the
49:23goals and the terms you need to know
49:25about demand gen or organic social. So,
49:27the first thing is, "What are your
49:28goals? Why are you doing social media?"
49:29So, the first you can consider is brand
49:31awareness. We want people to know who we
49:32are. And you should probably have some
49:34metrics around that. That's when you
49:35look at, okay, how many views did our
49:36account get? That's brand awareness.
49:38Number two is sales. At the end of the
49:39day, this is here to make sales. So, how
49:41do you measure for this? So, when you're
49:42measuring your content, you want to
49:43measure hook rate, which is whether
49:45people chose to watch your video. It
49:46shows this in your analytics on
49:48Instagram and TikTok. You want to
49:50measure views, you want to measure
49:51saves, and you want to measure shares.
49:53When you're looking at individual pieces
49:54of content, those are the right metrics
49:56to look at. But then when you're
49:56actually quantifying your account, you
49:58want to have your brand awareness
49:59metric, which is most often going to be
50:00your total reach, how many views your
50:02account got for that month, etc. The
50:04next is going to be how many leads that
50:06you got, how many people signed up. And
50:07even if you're a D2C brand, basically
50:09how many people are adding to your email
50:11list or getting something from you. If
50:12you're a B2B or services business, how
50:14many people are becoming leads. And you
50:16want to encourage that, you want to
50:17track that. And then overall, can you
50:19attribute actual sales from social media
50:20and people clicking through? Basically
50:22judging a combination of those metrics.
50:24Other key terms for you to know. The
50:25first is the content funnel. These are
50:28important if you want to explain to
50:29people organic social and how it works.
50:31So first is whenever you're making a
50:32plan, you say, "Hey, these are the
50:33metrics we're going to measure. We're
50:34going to measure awareness through
50:35views. We're going to measure sign-ups
50:37and leads. Then we're going to see what
50:39we can attribute from sales." Then when
50:41people are trying to get you to be good
50:42at social media or have opinions,
50:44breaking down the content funnel is
50:45really important. So the content funnel
50:47general idea is you have top of funnel
50:48content, content that comes in at the
50:50top. This gets attention. It may not be
50:52content selling your product, it may not
50:53be promoting it. Like when we looked at
50:55Ken earlier, he makes content just about
50:56fashion in general. Doesn't even mention
50:58he has a brand or his products. Now at
51:00Ken, but the idea is that's there to get
51:01views. It's there to raise the floor of
51:03all your content. If you're on social
51:05social media, you'll notice you get a
51:06lot of views on some videos, it raises
51:09the floor of your other videos even if
51:11they're not as viral. Then middle of
51:12funnel content is educating and letting
51:14people know about your brand, your
51:16experience, the things that are going
51:17on. It's obviously brand related. It's
51:20core content, but it's probably not
51:21going to do huge views cuz they're going
51:22to be educational or a little more
51:23product-focused, campaign-focused. Then
51:25you have your bottom funnel content,
51:26content that's only there to achieve
51:28your goals. It doesn't necessarily mean
51:29it has to get super low views, although
51:31often it does, but it is there
51:32specifically for you to sell or achieve
51:34sign-ups, etc. So some examples of this,
51:36if I was a fashion brand, so I could be
51:38doing really cool like viral stunts and
51:40campaigns at the top, in the middle I
51:41could be breaking down the actual fits
51:43in the collections and how to style it.
51:45And at the bottom you could be like,
51:46"Hey, I'm the founder. We just launched
51:47this collection. These are my four or
51:49five favorite pieces and you should get
51:50them now before they sell out." I have
51:52uh extensive videos on content pillars,
51:54on the content funnel that I will put
51:56inside the download link if you want to
51:58dive really deep on this. I just want to
51:59explain what you need to know here. Now,
52:01we're going to go into the levels. But,
52:02why I want to talk about the levels is
52:03you actually need to be able to make a
52:04plan. What do I do first? What do I do
52:06second? How do I explain this to people?
52:08And that's the goal of what I'm going to
52:09go through in this content. We can get
52:10tactical on exact videos and stuff to
52:12make. I have plenty of videos on that.
52:13So, when you start thinking about making
52:14a plan, it's important that you have
52:16context and you can provide whoever
52:18you're working for with context. So, the
52:20first piece is that now, today, for
52:22social media businesses, different than
52:24what I would have told you last year,
52:25the world is more important than the
52:26brand accounts. So, what do I mean by
52:28that? Your Instagram account for
52:30whatever business you have, if you're a
52:31local business, it's one of the more
52:32important things you have. For most
52:34other businesses, and even for local in
52:36some cases, all the other people, all
52:38the experts, your founders, hiring
52:40creators, bringing in influencers, all
52:42the people around social media are just
52:44going to drive more impact and be more
52:45effective. And spending a ton of time on
52:47your base organic social is often not as
52:49important as the enabling content and
52:51characters we're going to talk about in
52:53another section here. So, it's always
52:54something to think about. You're only
52:55going to be able to put up so many views
52:57on a brand account, especially if you
52:59don't have an expert on camera. But,
53:01people gravitate towards personalities.
53:03You can multiply personalities, have
53:05more of them, put them on retainer, and
53:06it will get you somewhere. Second is
53:08your brand content is competing with
53:10other content. So, what people will
53:11normally do when they start social media
53:13or your boss is trying to get social
53:14media plans is look at competitors in
53:16their niche. What are they doing? You
53:17are not competing with them. You are
53:19competing with everything else that
53:20shows up when your ICP, your ideal
53:22customer profile, opens their phone. So,
53:24something you've seen me recommend in a
53:26number of videos is actually creating an
53:28account and following people who people
53:30in your ICP follow. You can do this
53:32really easily if you use something like
53:33Outer Signal, they get your customer
53:35list, actually gives you social media
53:36profiles. You can Google some of your
53:38customers, even easier, be like, who do
53:39they actually follow? Let me build an
53:40account and follow that. Interact with
53:42some of the content, like it, and over a
53:44course of checking that every day for 10
53:45or 15 minutes, after a couple weeks,
53:47you're going to have a very accurate
53:48picture of what they're actually seeing.
53:50This is what you're competing with.
53:51You'll notice you're not competing with
53:52Oh, it's not a bunch of other brands in
53:53their feed. It is individual people. It
53:55is skits. It's hot guys and hot girls.
53:58It's funny and relatable content. Maybe
54:00it's some information, but that is your
54:01competition, not these other brands. You
54:03have to be making content that will
54:05compete with that. This is why I always
54:06go back to expert on camera. Someone
54:08talking about something someone's
54:09passionate about is going to go way
54:10better than posting some pictures of
54:12your product or basically just making
54:13ads on your account. Same thing if you
54:15are actually making something funny or
54:17interesting or that has a narrative or
54:18has real art direction. Those That's
54:20your toolkit to help stand out here.
54:21But, you need to explain that to whoever
54:23you're working for. You need to be like,
54:24"Hey, we need to make content that
54:25competes with this, or no one's ever
54:27going to see it." It can't be about just
54:28what is the other companies in our
54:30niches do. And the most important factor
54:31for that is it has to be shareable. What
54:33is the reason someone would share it
54:34with someone else? And so, when you make
54:35an ad for a product where you're just
54:37describing whatever it is that you do,
54:39unless it's amazing, it's probably not
54:40going to be shareable. But, what is
54:41shareable? Relatable experiences,
54:43expertise, driving value, tutorials,
54:45things that are funny or interesting or
54:47aesthetically beautiful. Your job is to
54:48be able to create those things and then
54:50measure is it shared. And so, quick
54:51starter, I want to call out a few
54:52businesses that either I know or have
54:54worked on to give you some examples of
54:55kind of what I'm talking about here.
54:56Company Kyoko Beauty. Um I met the woman
54:59who I believe is the founder and is also
55:01on a lot of this content. I met her at
55:02the Clavio uh event at Shoptalk the
55:04other year. And I checked out their
55:06social media, and they they've a
55:07K-Beauty retailer. I believe they are
55:09curating and selling like other K-Beauty
55:10brands in Canada. And she is on camera,
55:12and she has a handful of other people
55:14that are on camera, and they are doing a
55:15lot of videos just educating. If you're
55:18a certain type of person, what of these
55:20beauty products would you like? Why
55:22should you use X or Y? Let's actually
55:23compare this product versus this
55:25product. They are active on camera, the
55:27founder and the top team actually
55:29walking through basically informational
55:31rankings, ratings, comparisons, why
55:34you'd use this, like who would use that.
55:36That's the core of the business. Expert
55:38on camera like we mentioned and built
55:39into the business. This is something
55:41that the founder is spending as much
55:42time on as operations likely. Um so
55:44another one one I worked with for a long
55:45time is Chris Group. They're actually
55:46the manufacturer for when I was doing
55:48clothing and their creator uh Yia went
55:50through Cut 30 and I worked with them
55:52kind of extensively on their strategy
55:53over time. We made content together. But
55:55they had a creator so he was kind of
55:56core creator on the account again not
55:58the founder and he's talking about doing
56:00quest content. Hey, I want to make the
56:01best leather jacket in China. Here's you
56:03know how I'd go about doing that.
56:05Showcasing crazy materials that they
56:06have access to. They're going to events.
56:09But you can see the funnel in action
56:11here. They'll show something like a
56:12really cool technique as a real big
56:14visual aesthetic. They'll have a
56:16collaborator with someone like me
56:17driving a lot of top of funnel attention
56:19talking about like an event that's
56:20coming up. All the way down to here's a
56:22recap of what we're doing at this
56:23particular event all the way to straight
56:25up bottom of funnel how to work with us
56:27videos with the founder, right? So they
56:28have a cast of characters. They have top
56:30of funnel, middle funnel and bottom of
56:31funnel content. And it's funny cuz
56:33people will look at this and be like, oh
56:34well it's so visual X or Y. There were
56:36before this account there were not
56:38manufacturers doing this. Like maybe a
56:40handful. But everyone who worked in
56:42factory manufacturing thought that was
56:43too boring to make content. Until
56:45someone does it it's always too boring
56:47or too much of an outlier. But I think
56:48they are a great example here. And then
56:50another one um that I worked on when I
56:52was uh running marketing at Gel Blaster
56:54we had a variety of TikTok accounts. We
56:56were using the different account
56:57strategies. We had accounts by region
56:58and our Mexico one blew up. Uh 800,000.
57:01It was Spanish speaking content, right?
57:03We were using our US speaking content
57:05translated. But this was all uh POV
57:07content. So basically we only showed the
57:09hands. The creator was very rarely in it
57:11with voiceovers on top of that skits and
57:13things of that nature. But it just goes
57:15to show you that you don't necessarily
57:16have to have someone on camera but you
57:17have to have a concept. If you are like,
57:19oh we don't have an expert to talk it's
57:20like, okay we can still do voiceovers
57:22etc. But it has to be visually
57:24interesting. It has to have an angle.
57:25And so we did that with these POV videos
57:27and we used them in a number of ways. We
57:28had our Spanish speaking account, our
57:29German account, our US account all doing
57:31variations of the same stuff. But for
57:33smaller business and services business
57:35works too. I want to call my friend
57:36Blaze who has a web design studio that
57:38drives the majority of if not all their
57:40leads from social media. And they're
57:41following the that exact same format,
57:43right? Like let me talk about let me
57:44compare brands websites at a high level.
57:47So people will see oh this person has an
57:48understanding of it. They're using big
57:50brands to capture attention. All the way
57:52down to here is a design that we're
57:54doing for like these emails is there to
57:56kind of drive them clients. They're
57:57doing that with him at the forefront.
57:59They have a combination of carousels and
58:01videos in their own kind of unique
58:02design style. That's an awesome way to
58:04look at a services business whether it's
58:05construction or web design is following
58:07that funnel strategy. So what's level
58:09one here? How do you get started? So the
58:11first way I've used like kind of the
58:12minimum team here is some sort of social
58:14media manager and someone that gets on
58:16camera. Ideally that's two people in
58:17some businesses it may only be one. But
58:19you need to have that person we almost
58:20all those businesses had it. Again, it
58:21doesn't have to be the founder as it was
58:23in many cases there it wasn't. You're
58:24making X amount of assets a month. The
58:26second thing you want to have is you
58:27want to have formats testing those
58:28assets. When we looked at Blaze's
58:30business they had carousels and they had
58:32green screen videos, right? They had two
58:33core formats. When you looked at The
58:35Chris Group videos they had vlogs them
58:37going out and about in the world and
58:38they had kind of explainers or someone's
58:40on cam explaining something and then
58:42they had carousels. So there are kind of
58:43those three or three formats. And every
58:45business should have, in my opinion,
58:47between three and five formats you're
58:49testing. So if you want to plan to walk
58:50out here today, you walk in your social
58:51media say we're going to do social
58:52media, we're going to do it better, come
58:53up with a list of three to four formats
58:55you can start. Hey, we're going to do
58:56carousels, we're going to do vlogs, and
58:58we're going to do sit down explainers.
58:59Those are three formats. Those formats
59:00become your pillars. You are going to
59:03basically do X of those each month. If
59:04you pick your four formats, you're going
59:06to run each of those videos three to
59:07four times a month. All of a sudden
59:08that's 12 to 16 videos you have for your
59:10social media presence and you're going
59:11to measure it. You're going to run
59:13analytics. And you are going to say
59:14great, at the end of the month, I
59:15wouldn't be overdoing your analytics, at
59:16the end of every month, look at the
59:18videos you did for that month, do it a
59:19couple days after so they have room to
59:20fill out, and actually compare the
59:21views, the saves, the shares, the hook
59:24rate, new followers versus old
59:26followers, and compare them. Compare how
59:27your pillars are doing against each
59:29other, and then compare them month over
59:30month. Are these pillars getting better
59:32or are they getting worse? And then
59:33decide how you're going to change them.
59:35I will link inside the marketing zip
59:37folder that you'll have down here is
59:38I've a whole pillars system. I have a
59:40spreadsheet for how to run it, and
59:41you'll have a whole like that's a detail
59:43there. But that's your social media
59:44plan. Get formats, test them, and then
59:46do reporting. Send at the end of the
59:48month to whoever your stakeholders are,
59:49here's where our social media did,
59:51here's where our formats were, here's
59:52our top performers. Some are getting
59:53better, some are getting worse, I'm
59:54going to make these changes. You start
59:56communicating like that, people are
59:57going to trust you a lot more. There's a
59:58system, there's a process. It also gives
1:00:00you the ability, why I love the system,
1:00:02is to be able to validate and invalidate
1:00:03bad ideas. Cuz inevitably you're going
1:00:05to get your boss or your boss's cousin
1:00:07who knows social media is going to we
1:00:08should do videos like this. Great.
1:00:09That's one of our pillars. We're going
1:00:11to do four of them. I'm going to get the
1:00:12analytics, and I'm going to compare it
1:00:13to the other content we do. And then
1:00:14next month, we're going to continue
1:00:16doing it and see if it does better or
1:00:17worse. But if it does worse twice or
1:00:18like two months in a row, we're going to
1:00:20swap it out for something else, cuz
1:00:21that's the system we use. And this is a
1:00:23system that hundreds, if not thousands
1:00:26of brands use. It also gives you the
1:00:28ability to test things. Hey, just like
1:00:29you suggested that I want to try this
1:00:30photo thing. That's going to be one of
1:00:31our pillars. We're going to make four
1:00:32videos of it. We're going to compare it.
1:00:33And it gives you the ability to quantify
1:00:35everything we work through it. You know
1:00:36what good social managers do? They don't
1:00:37rely on their instinct or say, "Oh, that
1:00:38doesn't work or this works." They
1:00:39validate it with numbers. And a pillar
1:00:41system is the ultimate way to do that.
1:00:43And if you run this at a business, you
1:00:44run four or five months of this, you
1:00:45have that data, you're like, "This is
1:00:46what works or not." You go to your next
1:00:47job or to pick up your next client, you
1:00:49get to pull up that spreadsheet and be
1:00:50like, "This is how I measure social
1:00:51media. This is the plan we have. This is
1:00:53how we tested into winning formats. This
1:00:55is how I validate ideas." That job is
1:00:57going to be like, "Oh, this person has a
1:00:58system they're going to run." They're
1:00:59going to trust you from the start, and
1:01:00you're more than likely to land that
1:01:02client cuz you actually have data-driven
1:01:03results. And it all comes down to
1:01:05spending about an hour once a month
1:01:06going through it. So with that
1:01:07reporting, you're also going to have
1:01:08your goals. How do we get leads? How do
1:01:09we get sign-ups? How do we get sales?
1:01:10How do we get views? And you're going to
1:01:12look at, okay, for our core network,
1:01:13where we had LinkedIn or Instagram,
1:01:15wherever our core is, how do we then put
1:01:16our content in as many places as
1:01:17possible? Putting it on YouTube Shorts,
1:01:19putting on LinkedIn, putting it putting
1:01:21it on X is worth the time. It's only a
1:01:23couple minutes to post across all of
1:01:24these because it compounds over time.
1:01:26Even if it does really mediocre to
1:01:27start, it begins to really add up. But
1:01:29level one is picking one of those
1:01:30networks, adapting a system like this,
1:01:32beginning to run analytics. Then level
1:01:34two is beginning to build a buy network
1:01:37strategy, right? So for instance, if you
1:01:38are doing really well on Instagram, your
1:01:40content you make for Instagram also does
1:01:41really well on TikTok, you don't need
1:01:42necessarily a separate strategy. But if
1:01:44it doesn't, you have to look at, "Okay,
1:01:45now that we've established something, I
1:01:47need a separate strategy. We're going to
1:01:48add YouTube on. That's a new strategy."
1:01:49We're going to add on TikTok. We
1:01:51actually have to shift our content a
1:01:52bit. It has to be a bit more personal, a
1:01:53bit more candid. We're going to shoot it
1:01:54on iPhone. We're going to get two
1:01:56creators to do X on the account. Maybe
1:01:58we're bringing that back over to
1:01:59Instagram. But you're basically adding
1:02:00on additional strategies. But I would
1:02:02not focus on this until you are good at
1:02:05one thing. I'd be letting everyone know,
1:02:06"Hey, we're going to get good at the
1:02:07network." If we run a pillar system, you
1:02:09should start to get some traction in 3
1:02:10to 5 months. Even if you're bad, you're
1:02:12going to be improving your way into
1:02:14making good social content 6 months
1:02:15latest. Then you'll be like, "All right,
1:02:17now that we have this, we have some try
1:02:18some baselines, how do we add in new
1:02:20networks and get good at those?" One of
1:02:21the pillars people often add in here,
1:02:22too, is a collaborator pillar. You'll
1:02:24see a lot of food accounts and
1:02:25restaurant accounts will get a regular
1:02:26creator that makes four videos a month
1:02:28for them as a collab post. We do this on
1:02:30our Darkroom agency all the time. I
1:02:31actually started before I was a partner
1:02:33there, I was a collaborator. I would
1:02:34make a video kind of roughly every
1:02:35month. It was in the mix there. But now
1:02:36there's other kind of up and coming
1:02:38creators that we'll just have as a
1:02:39continual pipeline of collaborative
1:02:40content that brings in a new audience
1:02:42from the collab posts. So for taking the
1:02:44time to walk through this, I have a
1:02:45couple tools for you, uh including this
1:02:47one that is free. Thanks to ChatGPT. So
1:02:50if you need some help with this, uh I
1:02:51put together this content oracle. It
1:02:53basically has all of my strategy and all
1:02:56of the data from my strategy for the
1:02:58thousands of people I've worked with in
1:02:59Cut 30, for all the brands we've done
1:03:00social strategy with, for all the
1:03:02content I've made around that. And we've
1:03:03workshopped the results here. So it
1:03:05helps generate ideas for brands. So if
1:03:07you go in here into the content oracle
1:03:09and you describe your business, what are
1:03:10you selling, who buys it, who can be on
1:03:12camera, give a basic brief of like what
1:03:14you have for your business, you can have
1:03:15to think a little or you can have to
1:03:16think a lot, and it's going to generate
1:03:18ideas for you. And those ideas are going
1:03:19to be based on my principles, and you'll
1:03:20start digging through them, they'll be
1:03:21pretty good. So, we can dive through
1:03:22this, let's do personal finance for uh
1:03:25startup employees in SF. You have an
1:03:29accountant
1:03:30that can be on camera. We also have a
1:03:34great graphic designer. I think a
1:03:35little, and it's going to generate It'll
1:03:37It'll take a second, but it's going to
1:03:38generate ideas, and you can continue to
1:03:40generate ideas and workshop. And this is
1:03:42helpful cuz I know for a lot of people,
1:03:43you may watch even the videos I have. I
1:03:45have a great video that I'll link inside
1:03:46the the folder as well about ideas for
1:03:48boring businesses. Some people just have
1:03:49a hard time thinking through it, that's
1:03:51fine. I built this so you can basically
1:03:52leverage my brain for that. So, it's
1:03:54like, "Hey, expert personality content
1:03:56in a light episodic series. Get the
1:03:58accountant on camera, the 300K salary
1:04:00trap. You make 300 a year and still feel
1:04:01broke." And so, an accountant's
1:04:02whiteboarding out where your money goes
1:04:04at this. Again, actual That's a That's a
1:04:06great video. Your equity is not cash,
1:04:08you know, explaining the mistakes
1:04:10employees make with RSU and options.
1:04:12What I do with 10K right now, here's how
1:04:14I'd use it. The SF rent test, here's
1:04:16what your rent costs in startup freedom.
1:04:18Uh these are good actually. Yeah, this
1:04:19is uh I like to be proud of my own work
1:04:21necessarily, but this shit's hot. But
1:04:23you have this, this is access for free
1:04:25thanks to ChatGPT. So, you can workshop
1:04:27as much as you want inside that, and
1:04:29continue to come with ideas or just get
1:04:30ideas to start your week, and we'll
1:04:32actually send them to you. But if you
1:04:33are in odd niches, so if you are in uh
1:04:36stuff where you think this doesn't
1:04:37apply, you're like, "I don't know where
1:04:38I have an accounting app, or we're B2B,
1:04:40or we're X." I love this website, Social
1:04:42Growth Engineers. I have no relationship
1:04:43with them. I did it cost money, but they
1:04:46basically break out all of the oddball
1:04:49winners who are doing like the real
1:04:51fringe tactics. Like, finance and
1:04:53investments niche, dating and
1:04:54relationships, religion and faith, kind
1:04:56of what's happening with these different
1:04:58um different hooks, or different styles,
1:05:00or different fringe ideas. if you're
1:05:01like, "Hey, I need to have a big win. I
1:05:03need to do something interesting and
1:05:04different, and I'm in a kind of an
1:05:06oddball niche." They are a great site to
1:05:07be a part of. But that's what I want to
1:05:09show is uh video database. So, this is
1:05:11another one that we we built this as an
1:05:13internal tool at Cut 30 that now we have
1:05:15released to the public. We sell it as an
1:05:17app. This entire thing is built on
1:05:20Codex. Is extremely thorough. Is it
1:05:23actually has all videos in different
1:05:25niches. You can go by topics. You can
1:05:26basically sort formats. So, when I
1:05:28talked about formats, I said, "What are
1:05:28formats?" Just go in video database and
1:05:30go down. Okay, 10 shots of format, an
1:05:31interview Q&A, a one shot, a single
1:05:33photo. We'll actually show you examples
1:05:35of any of these. So, like street
1:05:37interviews is a great format for a lot
1:05:38of brands. They'll actually go pull you
1:05:40top performing street interviews. And
1:05:41then there's topics. You want to go
1:05:42agriculture, athletics, beverages. We
1:05:44have tons of topics in here. So, if
1:05:45you're like, "Yeah, I want to look at
1:05:46what other people are doing in real
1:05:47estate." And I'd highly recommend
1:05:48looking outside your niche. Don't just
1:05:49look at your niche. Then we have all
1:05:50these concepts. We have elements of,
1:05:52okay, is it a 3D animation? Are they
1:05:53doing this or that? App accounts, brand
1:05:55accounts, local businesses. You can
1:05:57search it. And you can actually go by
1:05:58outliers. Be like, "Okay, cool. What is
1:05:59performing above normal for those
1:06:01brands?" So, it's at least a kind of 2x
1:06:03outlier there. Let me sort by views. Let
1:06:05me look at just Instagram or TikTok. Let
1:06:06me look at only videos, you know, but
1:06:08look at videos with the most recent post
1:06:10dates, whatever it is. And you actually
1:06:11get a wide variety of video examples.
1:06:14Again, these are all street interviews.
1:06:15Then when you open it up, we are then
1:06:17giving you hook analysis. What was their
1:06:19title hook, their verbal hook, and their
1:06:20visual hook? What's the narrative
1:06:22framework they have? There's a
1:06:23transcript you can grab. So, if you are
1:06:25beginning to brief or put together ideas
1:06:27for your own content, you have all these
1:06:28working starts. You have simple
1:06:29outlines. You have all, you know, the
1:06:30simple outline here I use all the time.
1:06:32It's a controversial question, rapid
1:06:33fire opinions, justifications,
1:06:35punchline. You know, okay, that now
1:06:36becomes you're starting to script or
1:06:38work through these for a brand. You can
1:06:39use video database as the core of this
1:06:41to get a bunch of your inspiration.
1:06:43There's also on the side here this
1:06:44creator panel where you can actually go
1:06:46and add context around you or your
1:06:49brand. So, you can give those some of
1:06:50those relevant. You can set a voice
1:06:51profile so it's relevant to you. So, we
1:06:52have this entirely built as a piece of
1:06:54software that we have thousands of users
1:06:56on that I we have built tailor-made for
1:06:59assisting you with organic strategy and
1:07:01for briefing ads, which we're about to
1:07:02get to. So, with that toolkit, you are
1:07:04well equipped to conquer organic social
1:07:06to drive demand. So, in the download
1:07:08folder below, you're going to find I
1:07:09will have linked to the content Oracle.
1:07:11You'll have my pillar sheet for how you
1:07:12track monthly and run analytics with a
1:07:14descriptor. And also, you're going to
1:07:15have an archetype cheat sheet I have.
1:07:16So, archetypes are basically taking
1:07:18examples of different brands and like
1:07:19how they do it, like styles, and giving
1:07:21you a bunch of templates and examples
1:07:22for how your brand could function. I
1:07:24have a dedicated video on that and a
1:07:25cheat sheet. So, all that will be in the
1:07:27zip. But, enough of organic, let's get
1:07:28into ads. All right, next up in demand
1:07:30is advertising. And I'm excited to walk
1:07:33through this one cuz I know I get a lot
1:07:34of creatives that watch my channel. You
1:07:35want to be an art director, a creative
1:07:37director. But, we start talking about
1:07:38ads, people's eyes glaze over. But, I am
1:07:41here to tell you this is such an amazing
1:07:43skill set to have. It is so much easier
1:07:45than people make it. And we're going to
1:07:46break it all down here in this next
1:07:48section. So, first, let's talk about
1:07:49terms you need to know. Then, we're
1:07:51going to talk about the different core
1:07:52advertising platforms. And then, I'm
1:07:54actually going to get into Meta Ads in
1:07:55particular. I'm just going to open it up
1:07:57and walk through a bit of how to set
1:07:59something up and begin running something
1:08:01if you haven't experienced it before.
1:08:02So, first terminology, ROAS. You may
1:08:05have heard this. It's called return on
1:08:06ad spend. This is a number. Basically,
1:08:08it means if you spend $1, how much do
1:08:10you get back? So, if you had a 0.5 ROAS,
1:08:13you would spend the dollar, but you only
1:08:14got 50 cents back. If you got a two
1:08:16ROAS, means when you spend $1, you get
1:08:19two back. This is the most important
1:08:21number, arguably, of all these cuz it
1:08:22says for how much money you spend on
1:08:24ads, how much money gets back to the
1:08:26brand. Now, why is this important?
1:08:27Because you can basically build a model
1:08:29off of that. So, for most products, so
1:08:31fashion products, for instance, a lot of
1:08:32brands have a 4x markup is kind of
1:08:34typical. And this varies wildly. Some
1:08:36have way more, some have less. But, what
1:08:38that means is if you pay $25, a $25 cost
1:08:42for a product, you're selling it for
1:08:43$100. Makes it easy math. Sale price of
1:08:45$100, cost of $25. So, then if you run
1:08:48an ad, and the ad has a 2x ROAS on that
1:08:51$100 product, that means you spent $50
1:08:54to get that $100 sale. Now, you can
1:08:56actually look and say, "Okay, $25 is the
1:08:58cost of the product, $50 was the ad,
1:09:00$100 is the money I made. 100 - 50 - 25,
1:09:04I made $25 for the business on that ad.
1:09:07That is the math that basically makes
1:09:09all of online advertising go around and
1:09:11around. And why this gets relatively
1:09:12controversial, which is ridiculous, but
1:09:14from for marketers and agencies in
1:09:16general, is that it's very measurable,
1:09:17right? And because it's measurable, it
1:09:18means that you can say, "Hey, we did
1:09:20this thing. We generated X amount of
1:09:21dollars." And if you're doing a lot of
1:09:22other advertising, some crazy
1:09:23programmatic spend or whatever, you
1:09:25don't get that kind of visibility or
1:09:26it's an estimate, things begin to get
1:09:28antsy because why are we spending that
1:09:29money? We have a quantifiable one over
1:09:31here. And so, I like to lean into the
1:09:32idea that marketing is a combination of
1:09:34things. You need social media to be able
1:09:36to drive awareness and initial levels of
1:09:38sales and leads. You need ads to bring
1:09:40it home. And you need, as you grow,
1:09:42other key initiatives. But to for to
1:09:44start, you really only need those first
1:09:45two things. And the more quantifiable
1:09:47you can make it, the more justifiable it
1:09:49is. You're going to be able to do better
1:09:50things, more interesting stuff, and get
1:09:51more budgets. Building your world around
1:09:54justifiable marketing is really useful.
1:09:56CPA is a cost per action. How much does
1:09:58it cost to make a sale? So, a little bit
1:10:00different than ROAS in that if you are
1:10:01getting a cost per action, average cost
1:10:03per action for an ad, so basically it
1:10:05costs you $30 on average to get a sale.
1:10:07Well, that's very different if you're
1:10:08selling a $35 product versus if you're
1:10:10selling a $100 product. You may have a
1:10:12mix of products. It's cost per action.
1:10:14CAC, CAC is customer acquisition cost.
1:10:17How much does it cost for you to get a
1:10:18new customer? And these all kind of
1:10:20might sound similar. There's a big
1:10:22difference in whether you have a
1:10:23customer come back, make a second
1:10:25purchase versus the first time. So, a
1:10:26lot of brands as they grow will really
1:10:28focus on getting new customers and that
1:10:30customer acquisition cost. This is often
1:10:32compared to LTV, the lifetime value of a
1:10:35customer, how much they're going to buy
1:10:36over the course of years. So, for
1:10:37instance, if I buy regularly from
1:10:40Brunello Cucinelli, for instance, my
1:10:41lifetime value with that brand may be
1:10:43like two or three thousand dollars,
1:10:45maybe ten thousand dollars. It's a huge
1:10:47difference, right? But measuring that's
1:10:48really important because when a brand's
1:10:50starting out and cash is a constraint,
1:10:52they only have so much they can spend on
1:10:53marketing, etc., they want what's called
1:10:55first-order profitability. If I'm going
1:10:56to buy a shirt and that shirt is $200,
1:10:59they want to make sure that they're
1:11:00making money on it so they can put cash
1:11:02back into the business. But, if they
1:11:03have the data later on in the business
1:11:05where they have more cash, they're able
1:11:07to plan, they're able to bring on
1:11:08capital, they can begin looking at that
1:11:10first customer cost as more compared to
1:11:12LTV. They're like, "Well, when we get
1:11:13that customer, we know they're going to
1:11:14spend an average of $2,000 over time.
1:11:16That means that we don't care if that
1:11:18first order's profitable, we care if
1:11:20they're profitable over time. We can
1:11:21adjust the economics around that." If
1:11:23your eyes are glazing over, stick with
1:11:24me. This is crucial stuff to how
1:11:26businesses and marketing function, and
1:11:28it's really worth understanding. So,
1:11:29knowing those stats, lifetime value,
1:11:31your customer acquisition cost, the ROAS
1:11:33on any given campaign or ad, are kind of
1:11:35core metrics worth understanding for
1:11:36media buying. I won't get super deep
1:11:38into things like contribution margin and
1:11:39stuff here. You will often see people
1:11:40compare customer acquisition cost to
1:11:42lifetime value. There's another stat
1:11:44that's controversial and shouldn't be
1:11:45that a lot of brands are shooting for a
1:11:463:1 CAC to LTV. Believe that concept was
1:11:49popularized by the Common Thread guys,
1:11:50the Gruens, uh people talk about it a
1:11:52lot. We use it as a North Star with
1:11:54clients we work with to say, "Hey, if we
1:11:56have measured over the course of a year
1:11:57or two of the business that most people
1:11:59spend $100 with us, doesn't matter what
1:12:01their first purchase is, $33 is the
1:12:03customer acquisition cost we're shooting
1:12:05for, and what we found is you can get
1:12:06extremely rapid growth if you can make
1:12:08those economics work." So, then on your
1:12:10individual ads, whatever platform you're
1:12:12running them on, there's some other
1:12:13metrics. Click-through rate, so how many
1:12:15people who viewed the ad actually click
1:12:16it to go to your landing page. Then you
1:12:18have add to carts, how many people
1:12:19actually added it to cart whether or not
1:12:20they bought. Similar to checkouts
1:12:22initiated, so they actually went to cart
1:12:23and they started the checkout, maybe
1:12:24they stopped there. Email sign-ups from
1:12:26your pop-up also worth getting, those
1:12:28will have value. Your actual cost per
1:12:29click, how much does it cost when people
1:12:31actually click your ad? CPM, which is
1:12:33how much it costs for a thousand people
1:12:35to view your ad? Thumb stop, aka hook
1:12:37rate, how many people actually watch the
1:12:39first few seconds of your ad? So, CPM,
1:12:41CPC, thumb stop, those don't really
1:12:43matter, in my opinion. Thumb stop is a
1:12:44great indicator for if your ad is
1:12:46performing or not, but at the end of the
1:12:47day, if it has ROAS, even if it has a
1:12:48bad thumb stop, doesn't really matter.
1:12:50Your CPM, same thing, you may have a
1:12:51super high CPM, you may have a super
1:12:53high cost per click, or maybe super low.
1:12:54Does not matter if you are not achieving
1:12:56your goals. So, it's worth knowing what
1:12:58those are, but I would not be ultra
1:12:59focused on them. So, those are a bunch
1:13:01of key terms that are worth knowing.
1:13:02Now, let's actually get into what
1:13:04networks should you be spending money
1:13:05on, when and why. So, Meta. Meta
1:13:07basically shows ads on Facebook and
1:13:09Instagram. Meta is amazing, is a money
1:13:12printing machine. Obviously, I am a
1:13:13partner at Darkroom. We run performance
1:13:16marketing for brands. We run every
1:13:18single one of these. We run ads on
1:13:19Amazon, run ads on Meta, we run ads on
1:13:21TikTok, we run ads on Snapchat. Meta
1:13:23makes an absolute ton of money for so
1:13:26many of our clients. And I'm going to
1:13:27show down below, I'm actually going to
1:13:28walk through setting up a campaign. But
1:13:29the number one focus for 90% of brands
1:13:33who want to start advertising will be
1:13:34running ads on Meta. We'll go through
1:13:36that a bit later. Then we have Google
1:13:37Ads, so ads that show up in search on
1:13:40Google and sponsored result listings,
1:13:41Google display ads. This is another This
1:13:44is a great category, especially if you
1:13:45are doing something that there's a lot
1:13:46of search on, is an excellent place to
1:13:48be spending some money. And there are
1:13:50direct. Uh you can connect with Windsor
1:13:52and other connectors, AI, with your
1:13:54Google account. Now, we actually read
1:13:56that data back. One thing I don't like
1:13:57is that it's a harder interface. I I
1:13:59feel like I can sit down in an hour with
1:14:01basically anybody and teach them Meta
1:14:02Ads Manager. I cannot do that with
1:14:04Google, it's a hard thing to do. So, you
1:14:05either have to hire an ad agency, or you
1:14:07can be deploying that kind of stuff um
1:14:09with connectors. So, I will link there
1:14:10are some prompts you can use, there are
1:14:12some connector apps that will connect
1:14:13that all properly to your ChatGPT, that
1:14:15will all link inside the description.
1:14:17TikTok Ads, if you are running well on
1:14:18Meta Ads, you're running stuff on TikTok
1:14:20Shop, it functions very similarly. There
1:14:22isn't the same amount of kind of scale
1:14:24and return there, but it's pretty close,
1:14:26and it ends up being a great compliment
1:14:27if you're running Meta Ads. We usually
1:14:29say, "Hey, if you're in certain
1:14:30categories, you can probably get about
1:14:3230%, in some cases 50% of the scale with
1:14:35that, um especially for medium brands."
1:14:37There are LinkedIn Ads that are
1:14:38expensive, but they work, they are great
1:14:40if you are B2B or you have a super
1:14:42high-ticket thing. Um I'd be looking at
1:14:44again far after Meta. Then we have what
1:14:45we call incremental stuff. So, if you
1:14:47are running e-commerce in particular and
1:14:49you are spending a lot on Meta, you're
1:14:50starting to get into six figures a
1:14:52month, seven figures a month in spend
1:14:53and you want to be able to spend more
1:14:55and make more money. We have AppLovin,
1:14:57which does ads inside of like online
1:14:59gaming and like mobile games. ShopApp,
1:15:01which is Shopify's kind of app where
1:15:03people can just browse and get your
1:15:05notifications. This is actually a really
1:15:06solid platform. And Snapchat. All of
1:15:08those are incremental, right? 3%, 5%, 7%
1:15:12of your spend on another platform, you
1:15:13might be able to spend there and get a
1:15:14similar return. But all that adds up
1:15:16over time as you begin looking at
1:15:18marketing. But those should not be
1:15:19primaries that you're focused on for any
1:15:21of these. YouTube ads also excellent,
1:15:23requires some of its own creative. I
1:15:24view that as actually kind of
1:15:25underpriced. You have a lot of
1:15:27opportunity on there. It's a great
1:15:28second to Meta. So, our usual
1:15:30recommendation is you start on Meta ads
1:15:31as you get up there. You repurpose some
1:15:33of those ads to TikTok. It's an easy ads
1:15:36manager to like just run very similar
1:15:37stuff. You begin building out the
1:15:39horizontal versions of that stuff on
1:15:40YouTube as the first like real secondary
1:15:42thing you do. Your Google usually ramps
1:15:44up around the same time as this cuz
1:15:45you're using the same ads platform for
1:15:47it. And then when you're really spending
1:15:48a lot on all those, you begin adding the
1:15:49incremental. TV, we're not going to talk
1:15:51about and consider here. There are
1:15:52platforms like Tatari and a bunch of
1:15:54these you can use if you want to get
1:15:55into that, but that's kind of more
1:15:56advanced. But one of the underrated ones
1:15:58in my opinion is newsletter sponsorship
1:16:00is another good one. I did a lot of this
1:16:02early on in my career with some
1:16:03high-ticket products. But this is an
1:16:04easy win where you actually buy a
1:16:05placement inside a newsletter for people
1:16:07specifically talking about a product. If
1:16:08you have a really strange niche or a
1:16:10really particular set of customers,
1:16:12getting newsletter sponsorships is an
1:16:13interesting one to do. And there's two
1:16:15ways to think about this. First is
1:16:16Beehive, which is a newsletter platform,
1:16:17has a really easy network for basically
1:16:20putting up sponsorships that people can
1:16:21claim and put in their newsletter. And
1:16:23they make it kind of easy to find people
1:16:24and monetize within that. It's a great
1:16:26one to act on. And then also you can ask
1:16:27ChatGPT for popular newsletters in your
1:16:29niche. Something we do all the time.
1:16:30Like, "Hey, what are popular subreddits
1:16:31or popular newsletters like within this
1:16:33category in accounting and whatever?"
1:16:35And you'll get a bunch and they'll
1:16:35usually have rate cards and do
1:16:37sponsorships and placements. And you can
1:16:38gauge that the same way. "Hey, I want to
1:16:40I a certain amount of leads. I'm paying
1:16:41a certain amount for this newsletter. I
1:16:42have a segment in there and it has a
1:16:43call to action. What can we do there?
1:16:45It's another kind of underrated one I
1:16:46think a lot of more obscure brands and
1:16:48services and stuff should consider. So,
1:16:49let's actually get into what does it
1:16:51look like to run ads on Meta? And this
1:16:54is one of the most useful skills you can
1:16:56have as a marketer. If you have
1:16:57anything, if you are a graphic designer,
1:16:58a videographer, a creator, a social
1:16:59media manager, or whatever you are, if
1:17:01you also have a basic knowledge of Meta
1:17:02ads, you are a weapon. You are worth
1:17:04money. So, let's dive into what actually
1:17:06makes it work. So, first, there's no
1:17:07one-size-fits-all solution for Meta and
1:17:10strategy. I'm going to describe
1:17:11strategies that work for me. I've run
1:17:13Meta ads for my own businesses, and
1:17:15obviously I'm a partner in the agency
1:17:16where we're working on creative every
1:17:17day for Meta ads for huge brands. To 10,
1:17:21Olliepop, Amazon, Adobe, Fanatics,
1:17:23Necessaire. You look at our client list,
1:17:25you know how seriously we take Meta ads.
1:17:26But the core ideas that are the same
1:17:28across everything is that media buying
1:17:30is simply directing money to things that
1:17:32are working and testing new things to
1:17:34continue to have things that work. It is
1:17:36not like you turn on a couple of ads and
1:17:37you wait. It is a continual process
1:17:39every single week of testing new things
1:17:42and then spending more money on the
1:17:43stuff that works and stopping the things
1:17:45that don't. The biggest needle movers
1:17:47for this is who is your customer and are
1:17:49you making the right messages for them?
1:17:50What we talked about in positioning. The
1:17:52actual products you are choosing to
1:17:53pitch. What is the price point? And so,
1:17:55for instance, if you have a really
1:17:56low-price product and you can't quite
1:17:58make the economics work, okay, could we
1:17:59sell a bundle? There's sweet spots we
1:18:01found in the fashion brand that I have
1:18:02run ads on now for years and years. We
1:18:04really need the products in our Meta ads
1:18:06accounts to be like $180 to $200. That's
1:18:08the sweet spot we found. Anything
1:18:09cheaper than that, we can make some
1:18:10sales, but the economics don't work. But
1:18:12$180 to $200 all the way up to like $350
1:18:14is just a sweet spot for us to be able
1:18:16to do all the numbers that we want to
1:18:18do. And so, we make a lot of products
1:18:19specifically in that price point that
1:18:21the user looks at and justify that yeah,
1:18:23that looks like it's worth that money.
1:18:24They're a visual in the right way and
1:18:25they crushes on Meta ads for us. But
1:18:27you'll find that it's different for
1:18:28every brand and everything. You have to
1:18:29find that kind of right product price
1:18:31combo. Then offers, where are you
1:18:32actually putting out there? What is the
1:18:34What is the angle? What is the deal? And
1:18:36then the actual creative itself. what
1:18:37are the different designs and videos and
1:18:39hooks and things we're putting out
1:18:40there. So now let's actually go into
1:18:42Meta. And so when you go in for the
1:18:43first time and you hit create, you're
1:18:45going to create a new campaign. You have
1:18:46these options here. You select auction
1:18:48and you have your choices of what you
1:18:49want to do. Your biggest focus should be
1:18:51on sales. Occasionally you may want to
1:18:53look at leads, but the majority of
1:18:54people are going to be working on sales.
1:18:55So now you're going to see you have a
1:18:56campaign. I've been naming the campaign.
1:18:59And this is the biggest choice you have
1:19:00here, campaign budget or ad set budget.
1:19:03This is CBO and You will hear these
1:19:06terms all the time and they mean two
1:19:08very different things. And basically
1:19:10this is about how much trust you have in
1:19:12Meta. Do you trust their algorithm? So a
1:19:14campaign budget means that Meta is
1:19:16basically responsible for all your
1:19:17dollars. All your ideas, it's going to
1:19:19compare them to one another and it's
1:19:20going to push that out there. If your
1:19:22brand has a lot of data and you've run a
1:19:25lot of ads,
1:19:26you have really thorough customer lists,
1:19:28and Meta has an excellent picture of
1:19:30what you're trying to achieve, and you
1:19:32know what you're doing, CBO is a
1:19:35consideration to have. But for the
1:19:37majority of brands starting out, I
1:19:39recommend So is basically an ad
1:19:42set budget. This means that you have
1:19:44control over what you spend by ad sets.
1:19:47And so the way that we look at ad sets
1:19:49is a different concept. So anytime you
1:19:52have a different concept, say you're
1:19:53like, "Hey, I'm we're going to test a
1:19:54founder ad." You would create an ad set
1:19:57and you'd put a couple variations of
1:19:58founder ads in there and that is an ad
1:20:00set to test. Same thing if you're like,
1:20:02"Okay, now we're going to test you know,
1:20:04carousels and beautiful art directed
1:20:05photos for our product." Okay, let's do
1:20:06an ad set. There's that concept and we
1:20:09have four to 10 variations inside there.
1:20:12Every time you have a new idea, you
1:20:13create a new ad set and you put a
1:20:15variety of ads related to that concept
1:20:17in it and you test it. If it does well,
1:20:19you spend more money and more money on
1:20:20that ad set and has no impact on your
1:20:22other ads. That is the way that you most
1:20:24people should be starting and beginning
1:20:26to scale on Meta. I usually turn off
1:20:28budget sharing, but you create your
1:20:30campaign and you select your budget type
1:20:32in there. And then you have your ad
1:20:33sets. You can select if you want to get
1:20:35conversions from everybody or you only
1:20:37want new customers. When you're getting
1:20:38started, I'd go for all. When your
1:20:40business is has a lot of customers and
1:20:42you're really focused on new, you can
1:20:43look at it, but it's actually worth
1:20:44having both at play. And understanding
1:20:47the economics of each. But for most
1:20:48people to start out, you will be just
1:20:50just run ads regardless who they go to
1:20:52or focus on new customers. You can say,
1:20:53"What are we trying to achieve? We want
1:20:55to maximize the number of conversions on
1:20:57our website." Bid strategy, highest
1:20:59volume, or you can set certain goals on
1:21:01this. When you know what you're doing
1:21:03and you have ROAS goals and you scale
1:21:04ads, you can set ROAS goals or bid caps.
1:21:06That comes kind of later. But to begin,
1:21:08I would be looking for highest volume
1:21:10and just starting there. Standard
1:21:11attribution. And you have your budget,
1:21:13your daily budget there. I would
1:21:14recommend you're starting to go on Meta
1:21:15ads, $50 is what I'd be testing on any
1:21:18given ad set. You could go as low as 10.
1:21:20It's going to be slow, but 50 is a great
1:21:22place to start, $500 a month. 100 a day
1:21:25is even better. You'll get some of your
1:21:26results and learning faster, but
1:21:28understand sometimes, you know, it's
1:21:29based on
1:21:30the budget your business has. And then
1:21:32audiences. You are able to create
1:21:34audiences based on your website, based
1:21:36on your social media traffic, etc. So if
1:21:38you click over in this tab into
1:21:39audiences, you're able to actually set
1:21:41up some of these. You can upload leads.
1:21:44So for instance, this is a like a trial
1:21:46account I have for me. I have my email
1:21:48list uploaded in there as a qualified
1:21:50lead list. I have my Instagram
1:21:52connected. So you can connect your
1:21:54actual accounts of who's actually
1:21:55engaged with you on X or Y. And all of
1:21:57these help Meta build a profile for your
1:21:59account. So in this campaign, in this ad
1:22:01set, we can actually create ads. So I'm
1:22:02going to name this ad ad one. And you
1:22:04have the option of a partnership ad
1:22:05here. So basically, anytime that you
1:22:07want to run creative from another
1:22:09account, we'll talk about this in the
1:22:10character section, they can give you
1:22:12what's called an ad code. They get in
1:22:13their account, you can just paste that
1:22:14code here, and it will use a video from
1:22:17their account, and it'll just pull it up
1:22:18right there, and then you can choose
1:22:19where you want to go. So that's the
1:22:21partnership ad option. Or you can just
1:22:23upload your creative here. You'll type
1:22:25in the website that you want to send
1:22:26people. You can select image ad or video
1:22:28ad and then you're actually going to be
1:22:29able to upload your creative inside of
1:22:31there and you are going to be able to
1:22:32publish it. You'll also notice within
1:22:34that ad set that we had, you had options
1:22:36of placements. You can decide if you
1:22:37only want to show it to Instagram or on
1:22:39Instagram stories or on Facebook or if
1:22:40you want everything inside of that ad
1:22:42set set up. But then when you are
1:22:43running ads, you will have this list
1:22:45that shows up here and you have all of
1:22:47these columns that tell you all of the
1:22:49data there that you can go edit inside
1:22:52of this customize column section to show
1:22:54you all the data that you would want to
1:22:56see. So let's talk through some of the
1:22:57strategy there that you've kind of seen
1:22:59inside of it. So first is who are you
1:23:00targeting? Who are you sending traffic
1:23:02to? So the first option is lookalike. If
1:23:03you have some data, you have website
1:23:05data, you have social media data and you
1:23:06like you look at this represents our
1:23:08customers, you go into audiences, you
1:23:09create a custom audience, you upload
1:23:11your customer list, you select your
1:23:12audience actions, create lookalike and
1:23:14you can choose countries and you can
1:23:16choose how tight the match is. So 1%
1:23:18people need to be exactly like this, 3%,
1:23:1910%. Uh I usually start at 3% there then
1:23:22expand to 10% over time. And so
1:23:24basically if you have your existing
1:23:25customer data set, you can do that. If
1:23:27you don't, you have interest targeting
1:23:29is a great place to start. So if there's
1:23:30no initial data, you can actually go in
1:23:32there and say, "Hey, what are I want
1:23:34people in the US ages 21 to 25 who are
1:23:36male or female who are interested in
1:23:39this software or this thing and you can
1:23:40actually choose them from a list." It's
1:23:41not the most robust thing but it's a
1:23:43place to start if you have no data. And
1:23:44then the more data you get or if you
1:23:46have no list and interest don't really
1:23:48achieve the goal you want to have, you
1:23:49can do what's called broad targeting
1:23:50where basically Meta is going to figure
1:23:52out a lot of your targeting for you. I
1:23:54would 100% start on lookalikes and then
1:23:56expand into broad once Meta has a bunch
1:23:59of data from you. So then how do you run
1:24:00this? What actually happens? So every
1:24:01single week you do what's called
1:24:03creative strategy. And if we actually
1:24:04break this down into its result, what do
1:24:05we do? How do we buy ads? How does this
1:24:07all work? Someone actually comes up with
1:24:08the creative strategy, what ads are we
1:24:10putting in the account? Someone actually
1:24:12buys the media, someone reports on the
1:24:14analytics and then someone goes back and
1:24:16starts the new creative strategy based
1:24:17on the results. That someone may be the
1:24:19same person, these may be segmented but
1:24:21that's a worthwhile way of looking at
1:24:23the process. Creative, buying the media,
1:24:25getting the results, making new
1:24:27decisions on creative. Repeat forever.
1:24:29So, how every business should do this is
1:24:30every week put in new ads. Whether
1:24:33that's just one new ad set, whether it's
1:24:34a bunch, you'll find brands at different
1:24:36scales, right? A lot of the brands we
1:24:37work with are putting in trying to get
1:24:3850 to 100 new ads a month, some of them
1:24:40more like 200 to 400 new ads a month.
1:24:43But, for brands starting out, like we
1:24:44run ads for a Cut30, for instance. And
1:24:46we are trying to have two new ad sets,
1:24:48maybe three in each week. Like three ads
1:24:50inside them. So, we're trying to get
1:24:51like nine or 10 ads each week. But, your
1:24:53job is basically group ads into ad sets
1:24:55logically, by a customer profile, by a
1:24:57creative type. Hey, so we're trying to
1:24:58target moms now, or hey, we're I'm
1:25:00trying to run green screen ads. Start at
1:25:02that base budget. Hey, we're going to
1:25:03run this at $50 a day for each of those
1:25:05new ad sets. Three to 10 ads per set is
1:25:07a good rule. I wouldn't do more than
1:25:08that. I wouldn't do less than so you
1:25:09basically have a couple of versions. I
1:25:11wouldn't be making like light tweaks,
1:25:12I'd make like completely different
1:25:13creative following the same theme,
1:25:15whether it's a different creator,
1:25:16whether it's just a different take on
1:25:17the video, or slightly different style.
1:25:19And you want to look at the results. I
1:25:20would have a goal cost per action. What
1:25:22do I really want a sale to be, or what
1:25:23do I want a lead to cost? And to test
1:25:25something, I'd be spending three to five
1:25:27X what that target is, to basically see
1:25:29if you begin to hit it, if it's close,
1:25:30and if not, what the downstream effects
1:25:32are. So, for instance, if you spend if
1:25:34you have a cost per action that's you
1:25:35want sales for 50 bucks, you run a test
1:25:37for five days, you spent $250. If you
1:25:39got three sales in that, you're like,
1:25:41okay, I'm going to keep testing a bit.
1:25:42If you got five sales in that, you're
1:25:43like, cool, I'm going to spend more
1:25:44money for five or more sales, right? And
1:25:45you're hitting your target cost. If you
1:25:47got no sales, but you're seeing a lot of
1:25:49add to carts, and initiated checkouts,
1:25:51email sign-ups, then you may want to
1:25:52keep it running, but actually adjust
1:25:54like, okay, is our can our landing page
1:25:55be better? What's our message? What do
1:25:57we adjust downstream? And if you just
1:25:58got like terrible results, you turn it
1:26:00off, right? But, every single week you
1:26:01should be testing new things. If they do
1:26:03good, you spend more. If it continues to
1:26:05do well, you spend even more. It's
1:26:06called scaling, and you're adding in new
1:26:08ideas based on success, or based on new
1:26:10things you have there. And you're this
1:26:11is an infinite process that you run.
1:26:13Now, looking at this data in Ads Manager
1:26:15is pretty painful. It's a hard interface
1:26:18to use. So, I would highly recommend
1:26:20using the chat GPT MCP to look at it
1:26:22within chat GPT. I would just go into
1:26:24chat GPT work and just ask, "How do I
1:26:25set this up?" And it's going to have you
1:26:26go to workspace settings, have you go to
1:26:28apps, it's going to ask you to paste the
1:26:29meta MCP link, which you can easily
1:26:31Google. You ask Codex what to do next,
1:26:33it's going to have you log in and give
1:26:34access, here to create a user, it's
1:26:36likely going to make you sign up for a
1:26:37developer account in meta, and then
1:26:38create an app with a meta API and the
1:26:40meta ads API. This again starts to sound
1:26:42annoying, but if you just ask Codex
1:26:43like, "What do I do next?" It's going to
1:26:45literally link you to the stuff in meta
1:26:46to do. This is process is going to take
1:26:48you about 15 minutes. You add the app to
1:26:49the user that you have in meta, and all
1:26:50of a sudden you have access. What this
1:26:52access means is you can just get get a
1:26:53data readout. So, every Monday you sit
1:26:55down to review your ads from last week,
1:26:57you can basically ask chat GPT, "What
1:26:59ads are working? What's the results?
1:27:00What are I What are ad sets?" And it's
1:27:02going to give you a read report of
1:27:03what's happening there. You can also
1:27:05send requests back in there. You can be
1:27:06like, "Update the budget on this. Turn
1:27:08these ad sets off." That is the maximum
1:27:10I would do of pushing. I basically think
1:27:11it's great to read, but meta will kind
1:27:13of shut accounts down where you're
1:27:15automating it. I wouldn't be having it
1:27:16publish or post a bunch of ads directly
1:27:18from there. I would still publish ads in
1:27:19ads manager, but getting your data back
1:27:21or making light changes is typically how
1:27:23we approach it. But now you have a
1:27:24command center. You have, "Okay, here's
1:27:25all my ad information." If you label
1:27:27those ad sets well, so basically
1:27:28whenever you put a new ad set in there,
1:27:29you're already testing, you're like
1:27:30naming your customer profile, you're
1:27:32naming the creative type. Now you're
1:27:33giving Codex a lot of information. And
1:27:35you start to combine it with a project
1:27:37that has all your customer information,
1:27:39like all your key value propositions,
1:27:40all your of your customer profile, stuff
1:27:42we've talked about. Now you can begin
1:27:44asking you can say, "Hey, based on this
1:27:45data, then based on our customer
1:27:47profile, what new ad ideas should be
1:27:49run?" Okay, let's come up with hook
1:27:50ideas. Let's come up with ad angles. And
1:27:51this is how a lot of people are running
1:27:53these accounts now where you actually
1:27:54generate a lot more creative. Then you
1:27:55can ask it to mock it up. Hey, give me a
1:27:57mock up static for this so that I can
1:27:58send to a designer as a reference. You
1:27:59begin to have a good set of skills for a
1:28:01brand guide where you have a cut 30, you
1:28:02can actually just cut creative right
1:28:03there depending on the brand. And so, a
1:28:05few final terms before we start going
1:28:06into characters, cuz characters is the
1:28:08extension of this. Who creates your
1:28:09content? How does it work? As you have a
1:28:11couple types of assets you can use as
1:28:13ads. You have static ads, you're just
1:28:14running an image. You have video ads
1:28:16where you're running basically like a
1:28:17TikTok or a video. Just a piece of short
1:28:19form video you put in the account. You
1:28:20have carousel ads where you have
1:28:21multiple in a row. You have catalog ads
1:28:23if you have e-commerce. So basically
1:28:24just take the photos you have in your
1:28:26e-commerce account or you can use
1:28:27services like Marpipe that like spice
1:28:28them up and they just run automatic
1:28:30stuff in in retargeting. So it's worth
1:28:32kind of testing a group of those and
1:28:34then you can get into whitelisting which
1:28:35is using other accounts and other
1:28:36creative. We talk about that in
1:28:38characters. I know this section was
1:28:39dense but I hope you now know some of
1:28:41the metrics you have. You know that hey,
1:28:42I should start and I should use an
1:28:44campaign. I should be adding new ad sets
1:28:45every week. I want you to get the basics
1:28:47of how this works. There's all kinds
1:28:48more nuance on top of this. But our goal
1:28:51here is for you to have a basic
1:28:52understanding now. I can do demand. I
1:28:53can do demand from the organic side. I
1:28:55can do demand from the ad side. I know
1:28:58where to start. I know what to look at.
1:28:59I know how to sound somewhat dangerous
1:29:01when I'm doing it. Now we're going to go
1:29:03into the character section. But the last
1:29:04demand piece, this is only going to be
1:29:05like a minute or two but it's worth
1:29:07noting is okay, if I'm not doing any of
1:29:08that, I just need to drive sales. I need
1:29:10to be like getting aggressive with it.
1:29:12We have what's called outbound. So what
1:29:13you'll see is if you start getting a
1:29:14bunch of emails if you work at a company
1:29:16and there's people trying to pitch you
1:29:17software and stuff. That's outbound
1:29:18marketing. Same thing with LinkedIn DMs.
1:29:19People trying to set up a meeting or a
1:29:20call. Outbound. Outbound is a hard game.
1:29:23But the first agency I had was a
1:29:24contract engineering agency. We built
1:29:26that off outbound. It was hard. It
1:29:28was aggressive. We were sending hundreds
1:29:29of emails a day, dozens of LinkedIn
1:29:31messages. We had all these strategies to
1:29:32set up meetings to get new clients and
1:29:34it was a core of our strategy cuz we
1:29:36just didn't have anything else. It was
1:29:37our first project and it was kind of do
1:29:38or die. I remember at the time I had a
1:29:40couple months worth of rent in the
1:29:41account. We were all moving over to
1:29:42this. We had to make it work and I
1:29:43didn't care what the other results were.
1:29:45Yeah, we were doing organic. Yeah, we
1:29:46were running ads but the outbound was
1:29:48like we could rely on. It was just a
1:29:49game of of sheer will and attrition. So
1:29:51to do that, just so you have an
1:29:52understanding of it, there's a piece of
1:29:53software called ListKit which is like
1:29:55the platform. Basically you have ListKit
1:29:57and you have LinkedIn Sales Navigator.
1:29:58LinkedIn Sales Navigator you pay for and
1:30:00it lets you send messages and find
1:30:01leads. So if your business you're
1:30:03working on your marketing and you're
1:30:04like man, we've got to drive leads.
1:30:05We've got to get outbound. Don't be
1:30:06afraid of it. Lean into it. Be like,
1:30:08"All right, we have to set up LinkedIn
1:30:09Sales Navigator. Our team is about to
1:30:10send a lot of outbound LinkedIn messages
1:30:12and you're going to work on crafting
1:30:13good copy and ideas and presentations
1:30:15for that." We'll talk about sales
1:30:16support later in the video. And if you
1:30:18want to do it through email, like
1:30:19ListKit is is the answer here. It's a
1:30:20competitor to a service called Apollo,
1:30:22but I firmly look at it We've looked at
1:30:24all of them and this is like a lot of
1:30:25these things you look at it and you're
1:30:26like, "Okay, you could use this software
1:30:27or that software." This is kind of the
1:30:28software. So, it does domains, inboxes,
1:30:31warm up, all the stuff we actually have
1:30:32to set up to be like, "Hey, how do I
1:30:33send those emails? How do I do it in a
1:30:34compliant way?" You don't have to worry
1:30:36about all these technicalities and
1:30:37stuff. They handle all of that and then
1:30:38they have the databases where you can
1:30:39actually go find your target leads and
1:30:41like tools to automate a bunch of this.
1:30:43So, if you are going to do that, I'm not
1:30:45going to go hugely in-depth in here cuz
1:30:46I know it'll probably be a rare case,
1:30:48but in case that has to be part of your
1:30:49toolkit, LinkedIn Sales Navigator,
1:30:51ListKit, go down the rabbit hole there
1:30:53and Godspeed.
1:30:58Now that we've talked about demand,
1:31:00let's talk about characters. This is an
1:31:02important way to think about influencers
1:31:05and creators and how they play a role in
1:31:07your brand. Cuz when we did that brand
1:31:08world exercise, remember when we mapped
1:31:10that out? That is an expansive universe
1:31:12you can create that can be as big as you
1:31:14want it to or as your brand grows into.
1:31:16So, we are going to talk about creators,
1:31:18how to find them, the role they play.
1:31:19We're going to talk about influencers
1:31:20and the difference between the two. And
1:31:22then we're going to talk about briefs,
1:31:23how you create a brief or an instruction
1:31:25manual that you give influencers and
1:31:27creators and designers to actually
1:31:29enable creating awesome assets that
1:31:32actually perform for your brand. So,
1:31:34first, let's talk about creators. How do
1:31:35I define a creator? So, in particular
1:31:37and in context of influencers that we'll
1:31:39talk about next, these are people that
1:31:41are up-and-coming who are making content
1:31:43from zero to let's say maybe a couple
1:31:45hundred thousand followers max who don't
1:31:47have a big celebrity or acclaim in their
1:31:49niche, but who make content and can make
1:31:51content for your brand. This is a
1:31:53crucial part of modern marketing. One of
1:31:55the biggest chances you have to get
1:31:57ahead and do better than the next
1:31:59generation who's who's doing this for a
1:32:00while who may not understand this is to
1:32:02be in on the creator side. So, what are
1:32:04creators good for? A couple things. The
1:32:06first thing is, when you are putting
1:32:07creative into your ad account, when you
1:32:09are running advertising on Meta, on
1:32:11TikTok, etc., having it come from a
1:32:13creator or a person that makes content
1:32:15is going to often be some of the top
1:32:16performers in your ad accounts. And
1:32:19you're going to want to have a myriad of
1:32:21voices, people that have different
1:32:22styles of creating, like vlogs versus
1:32:25yapping videos, people that have
1:32:26different looks, whether that's gender
1:32:28or race or this type of content that
1:32:30they make. You'll find that certain
1:32:32people appeal to other types of people,
1:32:34and you want to be able to perpetuate
1:32:35that inside your ad account. It's a
1:32:38concept worth knowing called creative
1:32:40diversity. So, there's the idea that you
1:32:42can create content just specifically for
1:32:44advertising. Second thing they're good
1:32:46for is because they create content
1:32:47around your brand for their accounts.
1:32:48There's a concept called seeding, which
1:32:50is when you give free product away to
1:32:52creators by asking nothing in return,
1:32:55but hoping that they will post. It
1:32:56becomes a very successful strategy for a
1:32:58lot of brands. So, you'll see people,
1:33:00especially if you have a low average
1:33:01order value. Say that you're giving away
1:33:03something that only costs your brand $10
1:33:06to 30 or 40 dollars, they'll only be
1:33:07doing a lot of seeding. Then the third
1:33:10thing is actually creating content for
1:33:12you for a percentage. So, these are
1:33:13called affiliates, and this works on
1:33:15TikTok Shop. This also works with people
1:33:17doing things like Shop My and LTK, which
1:33:20give people a specific link if they
1:33:21recommend a product that they can put in
1:33:23their bio or their stories or on their
1:33:24Substack. They are generating sales for
1:33:27a brand and making content that they
1:33:28would likely be making anyway. Or
1:33:30they're building an entire account
1:33:32around monetizing in this fashion. And
1:33:34the fourth way is just getting them to
1:33:35actually create content, whether it's on
1:33:37your organic account or on a separate
1:33:38account. So, you will notice there are a
1:33:40lot of brands that just have a creator
1:33:41on the core account. My friend Yah was a
1:33:43creator on an account for a fashion
1:33:46production group called Chris Group for
1:33:47a long time. They had other content with
1:33:49other people from the company, they had
1:33:50carousels, etc., but he was the face of
1:33:52the company, where he would actually put
1:33:54out a lot of videos explaining what they
1:33:55did. He became a character in their
1:33:57universe. Same thing has happened for
1:33:59brands that use multiple of these.
1:34:00Gymshark is another example. They have
1:34:02lots of creators making content for
1:34:03them. And then it goes out beyond the
1:34:05account. There's a brand called Opal.
1:34:07They're a kind of like a mental health
1:34:08brand where they actually had a creator
1:34:09on a separate account who was doing
1:34:11whiteboard breakdowns around mental
1:34:12health and screen time limiting and the
1:34:14psychology behind it on a separate
1:34:16account but was promoting the company.
1:34:18And then there are companies that take
1:34:19this really wide. They will have
1:34:20multiple creators. There is a app called
1:34:23BeFree'd that's a good example of this
1:34:24where they actually have like a literary
1:34:26app and they have dozens of creators of
1:34:28all looks and backgrounds making very
1:34:29similar videos promoting the books you
1:34:31can read to achieve X or Y or habits
1:34:34that you can do that encourage people to
1:34:35get the app. These are all creator
1:34:38strategies that happen in the modern
1:34:39world. They're worth you being aware of.
1:34:41So, how do you source and find these?
1:34:43So, the first place to start is on your
1:34:45own customer list. There's an
1:34:46application called Outer Signal that
1:34:48will actually go and go through your
1:34:49customer list or your email list and
1:34:50find people that are existing
1:34:51influencers. I would start there. It's a
1:34:53layup win that you can have as a
1:34:55marketer. The second place that you can
1:34:56find if you want people who will run
1:34:58advertisements for you, the ads in your
1:35:00ad account. They will get paid on a
1:35:01commission, a percent of what is spent
1:35:03on that ad. There is an app called
1:35:05Tribe. I'm going to link all of these
1:35:07inside the actual download that we have.
1:35:10But you can source creators on there who
1:35:12will do ads specifically for you.
1:35:13There's another service called Sideshift
1:35:15to actually find creators if you want
1:35:17them to be on your account or
1:35:18representing you. And there are agencies
1:35:19that do this. This is one of the things
1:35:20we do at Darkroom. We set up creator
1:35:22campaigns for all kinds of brands for
1:35:24both ads and regular posts. There's also
1:35:25platforms that you can search that often
1:35:27have managed services. Later is an
1:35:29awesome platform for that that I've
1:35:30worked with before. That's the kind of
1:35:31basic toolkit of how do you work with
1:35:33those creators and then where do you
1:35:34find them? Next up is influencers.
1:35:36Influencers are people that have an
1:35:37outsized result with their audience.
1:35:39They're not necessarily up and coming.
1:35:40They are established. When they say
1:35:41something, it can shift your campaign.
1:35:43They can be a face or a voice. So, for
1:35:45instance, in the marketing world, I
1:35:47started as a creator. I was coming up
1:35:48there. But now I'm fully an influencer.
1:35:50I can be a part of a launch campaign in
1:35:52the marketing world. I helped debut
1:35:54Shopify's editions every time that they
1:35:56do them as part of the rollout. So, I
1:35:58would look at these like anchors when
1:36:00you do so. We'll have micro creators at
1:36:01the bottom, new creators, people that
1:36:02are putting out a lot of creative that
1:36:03goes in the ad account. We're
1:36:05experimenting, we do a lot of it in a
1:36:06lot of style. In the mid-tier, we have a
1:36:08lot of creators, people that are
1:36:10successful in a niche. Maybe they have
1:36:1130,000, maybe they have 100,000
1:36:13followers who form the core of it. And
1:36:15then we have a couple big influencers at
1:36:17the top who are anchors who are making
1:36:18amazing creative core or getting the
1:36:20other creators below them excited about
1:36:22participating in the campaign. And all
1:36:24three of those work in concert to make
1:36:26amazing marketing. That is a modern
1:36:27strategy. So, how do you actually find
1:36:30these? So, there's lots of software and
1:36:31systems for them, but this is one of the
1:36:33best use cases if you do want to build
1:36:34an agent. You can be searching through a
1:36:36number of the platforms that have
1:36:37enabled search on them. Meta has its own
1:36:39feature that allows you to find creators
1:36:41inside of it. There are softwares like
1:36:43Social Snowball that even give you
1:36:45access to that in a platform that does
1:36:46outreach. But, doing those repetitive
1:36:48tasks like going in and searching for
1:36:50people mentioning a word on TikTok or
1:36:51Instagram, or then running those
1:36:53platforms, and then making a list,
1:36:55vetting the list to see if they're
1:36:56active, and then doing an initial email
1:36:58outreach is a great use case for
1:37:00something that you could build with
1:37:01something like ChatGPT if you want to
1:37:03experiment with making your own agent in
1:37:05that flow of how you use AI in marketing
1:37:07we mentioned before. But, the key to
1:37:09doing all this is the brief, right? You
1:37:10can identify people, you can reach out
1:37:12to them. That is a numbers game. You
1:37:13have to reach out to a lot. You want to
1:37:15constantly be searching. You want to be
1:37:16engaging in content in your niche to
1:37:18learn it. A lot of that involves just
1:37:19being online, searching, being active,
1:37:22utilizing these software platforms. But,
1:37:23if you want to make good content with
1:37:25them, that comes down to the brief.
1:37:26Let's break down how a brief works, and
1:37:28I've included a template for this, my
1:37:30brief template that you can use. I am a
1:37:32big fan of what's called a modular
1:37:33brief. So, a brief is really a bunch of
1:37:35information that you provide a creator,
1:37:37a designer, a videographer, whoever's
1:37:39working on an asset for you to help
1:37:40guide them in the process. And so,
1:37:42people always have some end all, this is
1:37:44our brief format or not, but it really
1:37:45varies. It varies on who the creator is,
1:37:47what you're trying to get across. And
1:37:49so, I have what I call a modular brief,
1:37:50which is a long checklist of things to
1:37:52include, of different items, and I will
1:37:54basically constrict or expand this based
1:37:57on the actual campaigns. We will just
1:37:59remove some of these items, and I star
1:38:01in the template the ones that are the
1:38:02most easiest to remove if you don't want
1:38:04to do too much. And what you'll notice
1:38:06is the best 10% of creators and
1:38:08influencers you work with, people that
1:38:09really know what they're doing, they
1:38:10don't use the brief. You probably don't
1:38:12need to give them any information. They
1:38:13act alone. But the bottom 90% really
1:38:16need the brief. And so, I wouldn't be
1:38:17afraid if you have a great creator to
1:38:18let them abandon this entirely. I also
1:38:20would make sure if you're doing a lot of
1:38:22work with a lot of people, you give them
1:38:24this guidance and don't let them just
1:38:25cook on their own. So, the core things
1:38:27to include in the brief. The first is
1:38:28the two most important messages. What do
1:38:30you want to make sure they get across or
1:38:31learn about the product or the service?
1:38:33I would just make sure you call that
1:38:34out. Don't put five or 10 points. What
1:38:37are the most important ones they need to
1:38:39mention that work? Then I would have a
1:38:40quick pitch on the target demographic.
1:38:42Who are you trying to reach? Millennial
1:38:44moms, young up-and-coming students. Give
1:38:46a quick split of info on that that you
1:38:48have. You can basically take your
1:38:50persona and put that in the ChatGPT and
1:38:51get a quick overview for that. It's a
1:38:53good use case for it. Then the content
1:38:54type. Do you want a vlog? Do you want a
1:38:55yap? Getting a static asset? What is it
1:38:57they're being asked to create? And is
1:38:59there flexibility on it? Then have you
1:39:00given them hook inspiration based on
1:39:02what works, either accounts that you've
1:39:03pulled from things like video database
1:39:05or from existing creative you know is
1:39:07good. I'd recommend sharing and reusing
1:39:09hooks amongst your creators if things
1:39:10start to work. And then the hook there
1:39:12is broken down into what text on screen
1:39:14inspiration, what visuals might work on
1:39:16there, and what do you want them to say?
1:39:18Now, I would assume a lot of them aren't
1:39:19going to follow this, but you can at
1:39:20least give them a framework. This really
1:39:21works well for object hooks. If you're
1:39:23like, "We want you to actually unbox the
1:39:24object. We want you to start with this
1:39:26really compelling visual that we've been
1:39:28doing on a bunch of these." Give that
1:39:29inspiration. Don't make them stick to
1:39:31it, but it's helpful to put in there.
1:39:32Then references. If you have any
1:39:34high-performing content from the
1:39:36campaign or from previous things you
1:39:37want to be able to reference, include
1:39:39it. You have any stuff If basing the
1:39:40brief on from stuff you pulled from
1:39:42video database you have in your
1:39:43bookmarks, link it in there so they can
1:39:45see the things you like and pull ideas
1:39:47from. And then I'd go through the
1:39:48mechanism. This is the one that Stark's,
1:39:50you may not have a mechanism or not, but
1:39:52what do I mean by mechanism? Like one is
1:39:53a blitz. So the blitz content is very
1:39:55popular right now. It'll be like 10 out
1:39:57of 10 niche habits, guys who want to be
1:39:59high performers. And this was list like
1:40:0010 things. We call blitz content, at
1:40:02least in my world. And so you can
1:40:04basically say, "Hey, we want you to do
1:40:05this kind of intense rapid-fire
1:40:06content." Storytime content is doing
1:40:08well now, too. 7-minute TikToks where
1:40:10you're actually breaking down some crazy
1:40:12interaction between people. That could
1:40:13be the mechanism you're using, and I
1:40:15would include that if you are running
1:40:17around a tactic like this. And again,
1:40:19it's an easy one to eliminate if you
1:40:20don't have that identified and want to
1:40:21rely on the creator. Then I would do a
1:40:23simple outline. We include this in video
1:40:25database. Every video reference we
1:40:26actually do an automatic breakdown to a
1:40:28simple outline. And again, you don't
1:40:29have to follow, but gives them some idea
1:40:31of like we want you to hook, then we
1:40:32want you to go into a scenario, then we
1:40:33want you to get into point one of the
1:40:34product, then we want you to get into a
1:40:36joke, and then do X. That's a good way
1:40:37to give people, especially new creators,
1:40:40some level of outline so they're not
1:40:41winging it. And then any assets, you can
1:40:43give them any video, any B-roll, any
1:40:45graphics they can pull up. The more of
1:40:47this, the better, especially if you're
1:40:48doing green screen, it makes their lives
1:40:49easier and ensures they have a library.
1:40:51And then last, the variance needed. Do
1:40:54you want to have a call to action? It's
1:40:55a common call to action. Need to have a
1:40:56separate call to action for a version
1:40:58you're going to run as an ad. They want
1:40:59to do a couple versions of the ending.
1:41:01You want them to do two or three hooks.
1:41:02Call that out in the brief and so you
1:41:04can get a pack of those assets back to
1:41:05you. So again, we have a template for
1:41:07this in the description and it's the
1:41:09cornerstone of putting this together. A
1:41:10lot of marketing teams are doing briefs
1:41:12for assets all the time. Becoming good
1:41:14at this is a really great skill. Now,
1:41:16I'm going to get into a screen share
1:41:18here as well about how you use video
1:41:19database to explore some of that here in
1:41:21a moment before we get into the tactic
1:41:23section. The last thing I will leave you
1:41:24with is that for creators and
1:41:26influencers, there's this term
1:41:27whitelisting. Now, also do the term
1:41:29darklisting. So whitelisting is when you
1:41:30take an asset that someone puts on their
1:41:32account, an influencer puts on their
1:41:33feed. They can give you what's called an
1:41:35ad code, you can plug it right into Meta
1:41:37that we talked about, and it will run
1:41:39that ad from their account. This is a
1:41:41very common thing to do. They often
1:41:43perform way higher than regular ads. You
1:41:45will find a lot of great accounts. We
1:41:47had a panel about this at Can and
1:41:48running like 30% 50% of the ads in their
1:41:52account white-listed from other
1:41:53accounts. Dark-listed is when that ad is
1:41:55actually put out from their account, but
1:41:57it was never put on their main feed.
1:41:59This is an option that TikTok gives you.
1:42:00It's also an option you can do in Meta
1:42:02that allows you to actually just run ads
1:42:04from someone else's account without any
1:42:05of that organic traffic, which is kind
1:42:07of somewhat less useful, but some people
1:42:09who are getting into more robust tactics
1:42:11use it. I want to make sure you know all
1:42:13of the availability, the different
1:42:14things you can have in your toolkit. So,
1:42:16whenever you want to do this, you ask
1:42:17for an ad code. When you create the ad
1:42:19in Meta, you can see the use partnership
1:42:22code, and you can actually just paste
1:42:23that in there, and it goes live. And I
1:42:25would be running as much of this as you
1:42:26can if you are using creators and
1:42:27influencers. And if you want to get into
1:42:29the really advanced version of this, you
1:42:30want to have a brain that actually pulls
1:42:32in all of these different stats and
1:42:34tactics and what works and doesn't and
1:42:35should we be white-listing more or what
1:42:36are our good briefs? If you want to look
1:42:38at advanced AI like that, there's a
1:42:40service called Run It from Motion that I
1:42:42will also link inside in the description
1:42:45that's like the extremely advanced
1:42:46creative strategist version of it.
1:42:47You'll find a lot of companies doing
1:42:49high-performing white-listing use. And
1:42:51there's a lot more to go through I have
1:42:52in some of my other content, but I want
1:42:54to make sure you have the basics of how
1:42:55this works for your brand in this
1:42:57section before we start going into the
1:42:58important part here, the part that's
1:42:59going to make you money, tactics. All
1:43:02right, in this section, we are going to
1:43:03talk about the flow. All that attention,
1:43:05the organic social, the ads we talked
1:43:07about before, how do you convert that
1:43:09into sales? This is also known as the
1:43:12funnel. I do have an entire video on
1:43:14funnels, but we're going to walk through
1:43:16the attention part of this here. So,
1:43:17first, I want to call out that your goal
1:43:19as marketing is not to do cool
1:43:20campaigns. It is not to avoid being
1:43:23quantified. It is to drive leads and
1:43:25sales for whatever business you work
1:43:26for. That is the end goal at the end of
1:43:28the day. And there are generations of
1:43:30marketers who try to avoid this. I want
1:43:32to tell you that you need to lean into
1:43:34that. If you are the person who is good
1:43:35at being able to measure it, who
1:43:37understands that's your goal, who can
1:43:38prove it, that's how you get paid what
1:43:40you're worth. That's how you move up
1:43:42within companies. That's how you begin
1:43:43an entrepreneurial journey. It is worth
1:43:46it to embrace this. I'm just like you, I
1:43:48fought this forever. I want to be a
1:43:49designer. And then I began to realize
1:43:51all of the success and all the things I
1:43:52want to design or make was on the other
1:43:54side of understanding the flow. So,
1:43:56let's start over here. We have
1:43:57attention. It's what we just talked
1:43:58about. You are going to get attention
1:44:00that is coming in to your brand. And you
1:44:01are going to get that from what we just
1:44:03talked about, ads, organic social,
1:44:05referral, search. So, defining referral
1:44:08and search real quick, referral will be
1:44:09if someone recommends your company,
1:44:11whether you have a program for it or
1:44:12they do it organically. And then search
1:44:14is whether someone is on Google or
1:44:15they're searching on chat GPT, does your
1:44:17product show up? And you also get into
1:44:19some nuance here of things like traffic.
1:44:22So, if you have a retail store, are
1:44:23there people actually walking by? If you
1:44:25are on someone else's, if you are being
1:44:27sold in Costco, does someone walk by
1:44:29your aisle? How do you stop them?
1:44:30There's a lot of attention that happens
1:44:32over here. But then your job is to get
1:44:33them over here to becoming a lead or a
1:44:37sale. And so why this is important is if
1:44:38you have a services business, you are
1:44:40having an agency, you sell construction,
1:44:42roofing, architecture, whatever it is,
1:44:45leads are important, right? People don't
1:44:46just buy right away. They need to get on
1:44:48a phone call, they need collateral.
1:44:49We're going to get into all that in a
1:44:50second, but it's really important to
1:44:52understand. But then if you are an
1:44:53e-commerce company or you're selling a
1:44:54product, you may get leads, you'll get
1:44:56people on your email list, they function
1:44:57as leads, but at the end of the day you
1:44:58want people to buy them to buy quickly.
1:45:00So, a couple key terms that I want to
1:45:02define here. The first is a CTA or call
1:45:05to action. So, to be able to get
1:45:06attention, you need a CTA. You need to
1:45:09basically ask people for it. So, on your
1:45:10ad it could say buy now, take advantage
1:45:12of the 70% off sale, get it before it's
1:45:14gone, get on the waitlist, whatever that
1:45:16is a call to action. Same thing if you
1:45:18are getting leads and you're like,
1:45:20"Download our free cheat sheet. Sign up
1:45:23for a free consultation. Get a phone
1:45:25call to learn more." Now, all those
1:45:26things are a call to action. It's
1:45:28important to think about what that call
1:45:29to action is, and then how it's
1:45:31supported. So, one of the big ways the
1:45:32call to actions need to be thought about
1:45:34is your bio on your social media
1:45:36account. So, if you are a business, and
1:45:37you have a bio on social media, how do
1:45:39you get people with a call to action?
1:45:41So, usually what I like to do in the bio
1:45:42structure is you list what the actual
1:45:45company does. The second line is what
1:45:47you're going to learn from, or why you
1:45:48should follow them on social media. Then
1:45:50the third line is a call to action. And
1:45:51it can be as simple as sign up for the
1:45:53next release, get the free cheat sheet,
1:45:55see our latest collection with whoever.
1:45:57There's a call to action there that
1:45:58encourages people when they go to the
1:46:00profile to then become a lead. And you
1:46:02will see on all of my social medias a
1:46:04personal brand, it is join my brand
1:46:06strategy newsletter. I get people on my
1:46:07hyper newsletter. Then they become a
1:46:09email sign up for me that I can do all
1:46:10kinds of stuff with if I choose to over
1:46:12time. Now, after the bio, the other key
1:46:15thing to understand about CTA is that it
1:46:16takes them to a landing page. So, your
1:46:19CTA ends up on a page, and I'm going to
1:46:22screen share some landing page stuff
1:46:24here once we're done with this
1:46:25whiteboard. But that page that people
1:46:27are on is a huge part of the marketing
1:46:29process, cuz basically you took all this
1:46:31time, money, and attention to get them
1:46:33here. You got them to this landing page.
1:46:34Now, are they going to do what you want?
1:46:36If you are making a sale, that is a
1:46:38product page. So, most often, there's
1:46:40some exceptions, that will be your
1:46:42product page, or your product detail
1:46:44page, or a derivative where you're
1:46:45actually explaining what the product is,
1:46:47and why someone should buy it. Now, what
1:46:48do I mean by that, or a derivative? So,
1:46:50often you have your default page on your
1:46:52site, your e-commerce page. But then you
1:46:53can also have variations of that based
1:46:56on your campaign. So, for instance, if
1:46:58you are testing a campaign with a bunch
1:46:59of TikTok influencers, you may have a
1:47:01page that has videos from those TikTok
1:47:03influencers. If you have a different
1:47:04campaign for people 50 plus versus 30
1:47:06plus, your product page may have all
1:47:08pictures of people 30 plus or 50 plus.
1:47:10This becomes a nuance of the marketing
1:47:12funnel. And generally what I recommend
1:47:14looking at this with is, if you are just
1:47:15getting started, you're testing ads like
1:47:17we talked about, you're on that $50 a
1:47:19day, focus on your default pages. When
1:47:21you're starting to spend more, you start
1:47:22to realize we have different targets, we
1:47:24have different campaigns. Now we're
1:47:25spending thousands to tens of thousands,
1:47:27you begin to realize I need different
1:47:29messages for different people. I have
1:47:30multiple landing pages. We'll talk about
1:47:32how to make those in a minute. Now, the
1:47:33same thing goes for leads, except your
1:47:35goal for there is to get an email or a
1:47:37phone number, and ideally both. But as a
1:47:40marketer, this landing page is your
1:47:41property is one of the most important
1:47:42thing cuz here's what happens. Say that
1:47:44you get 100 people from your ads, and
1:47:46you paid a dollar for each one of them.
1:47:47So you paid $100 to get people to this
1:47:49landing page. That landing page converts
1:47:51at 4%. So you get four people from it.
1:47:53Those now cost $25 for people that
1:47:55converted on that landing page, getting
1:47:56their email or their phone number, or
1:47:58going into that sale, right? And that
1:48:00math varies significantly. That goes up
1:48:01to 11 or 12 people, that's extremely
1:48:04better math. That's down to 1%, the math
1:48:06is way worse. And a lot of that is
1:48:07controlled by what you put on here and
1:48:09the messages you use. I've built a
1:48:11custom tool for this you will get access
1:48:13to in the marketing.zip downloads. But
1:48:15then now, once you get them into a lead,
1:48:17what happens then? So now we have a CRM.
1:48:20They're going to go into a CRM as a
1:48:21customer relationship manager. So a
1:48:24great example of a CRM, HubSpot is
1:48:26probably one of the most known CRMs.
1:48:27They store leads for businesses that are
1:48:30services-based businesses,
1:48:31technology-based businesses. Emails and
1:48:32phone numbers go in the CRMs, so you
1:48:34have records of them. Also, if you're
1:48:35looking at that for for email, that
1:48:37would go into something like Clavio. And
1:48:39you will have two types of records
1:48:40inside your CRM. You will have your
1:48:42leads, and you will have your customers.
1:48:44So a lead has not converted yet. Once
1:48:46they're in your CRM, you have the
1:48:47ability to talk to them. They opted in
1:48:49to give you information. So now if you
1:48:50are a services business, you want to be
1:48:52able to reach out and schedule a call.
1:48:53You want to send them collateral. Same
1:48:54thing if you're in an e-commerce, that's
1:48:56when your abandoned cart emails come
1:48:57into play. And there's some tools that
1:48:59we're going to talk about here. So we
1:49:00have basically we have touches, and we
1:49:02have automation. So automation is
1:49:04something that happens automatically.
1:49:06We'll go through this in the narrative
1:49:07section of this video in depth. But for
1:49:09instance, if you leave something in a
1:49:10cart, you put your email in, you receive
1:49:12an abandoned cart email, it's an
1:49:13automation. Now a smart automation will
1:49:15have more than one email, it'll have a
1:49:16reminder, They'll offer you another
1:49:18deal. That becomes an advanced
1:49:19automation. But also, if you just start
1:49:21getting a series of emails based on the
1:49:22product you chose with more content
1:49:24info, more testimonials, and those
1:49:25emails or those text messages come over
1:49:27time and they're not campaign based,
1:49:29which gets sent one at a time, they're
1:49:30sent in automated fashion based on when
1:49:32you sign up, that is an automation flow.
1:49:34And so now, your job as a marketer is to
1:49:36enable this. So, we're going to go into
1:49:39enablement. So, what do you send to
1:49:41these leads to get them to convert and
1:49:43these customers to then go and buy more?
1:49:45Not going to touch that as much here.
1:49:46We'll focus on leads. So, someone hasn't
1:49:47bought from your e-commerce business or
1:49:49hasn't gotten your service, what happens
1:49:50next? So, first is this idea of a touch.
1:49:52If you are selling something that
1:49:53requires someone to get on a phone or a
1:49:54salesperson to talk to them, speed to
1:49:56touch is super crucial. This is how
1:49:58marketing interfaces with sales. You
1:50:00bring a lead in, you have generated that
1:50:02lead, you put all this work into it, you
1:50:03want sales to touch it as fast as
1:50:05possible. I mean, a minute, 5 minutes.
1:50:08As fast as humanly possible, a ping goes
1:50:10into the system, a salesperson is
1:50:11picking up the phone or sending an
1:50:12introductory email. Whether that is an
1:50:13automated or whether they're doing that
1:50:15in the system. You need to be ruthlessly
1:50:17dedicated to how fast people respond to
1:50:18those leads because you will find for
1:50:20every even minute that it goes by, that
1:50:22chance of response goes down. So, speed
1:50:24to touch, that's a coordination effort.
1:50:27And then, we're going to have what we
1:50:28call our close assets and our thank you.
1:50:31After they become a lead, they get taken
1:50:32to a thank you page. After they made a
1:50:33sale, they get taken to a thank you
1:50:34page. What is on there? This is
1:50:36extremely underrated and really crucial.
1:50:38If you sign up to be a lead and then you
1:50:39get a thank you that actually goes and
1:50:40goes, "Hey, cool. Here's a video
1:50:43explaining what the process is to buy
1:50:44from us and what that looks like and
1:50:45that video is actually made by the
1:50:47person that's about to call here's the
1:50:48things you can expect to see next." Now,
1:50:50you feel really educated and enabled and
1:50:51the call isn't a mystery. You know
1:50:53what's going to happen. Maybe you're
1:50:54excited about it. Maybe you really want
1:50:55to meet Maria or John or Jose or
1:50:57whoever's going to call you next because
1:50:59you saw them on that page. So, that
1:51:00thank you is a great thing to optimize.
1:51:02Then, the close assets. When that person
1:51:04reaches out or when you send an
1:51:05automated email, what are you providing
1:51:07them that will help you close? So, one
1:51:08of my favorites is most popular videos.
1:51:10If you have really good content you
1:51:11spent time making, reuse it. Make sure
1:51:12the sales people send it over. Hey,
1:51:13before we get on the call, check out
1:51:15these top things that break down how the
1:51:16product works. You just sign up for an
1:51:17email. Hey, have you seen our popular
1:51:19piece of content with this influencer or
1:51:20whatever it is? So, you have videos, you
1:51:21have testimonials. Do the work for them.
1:51:23That's what they're going to do anyway.
1:51:24The customer is going to go and say,
1:51:26"What do people say about this product
1:51:27online?" Solve that. Be like, "Hey,
1:51:29great. Here's 50 examples of people that
1:51:30have a win with us. Here's all of our
1:51:32top reviews. Here's what people are
1:51:33saying." Solve that in an email or a
1:51:35deck. And then FAQ. What are those
1:51:37questions and objections that come up?
1:51:38How can you preemptively answer them in
1:51:40written content in a PDF, in a video, et
1:51:42cetera. Give those to your sales people
1:51:44or send them automatically. That becomes
1:51:46this flow. And this attention-based flow
1:51:48that then goes into a similar flow when
1:51:49you have people buy one and you want
1:51:50them to buy more over time. This is
1:51:52where the money is made. You are a
1:51:54master of this. Attention comes in and
1:51:55you're like, "I turn that attention into
1:51:57dollars. I make sure the sales team is
1:51:59on their touches. I give them banger
1:52:00assets. Our thank you page is optimized.
1:52:02I am listening to the phone calls and
1:52:04stuff they have. I'm using stuff like
1:52:05Granola and I'm summarizing those notes.
1:52:08I have them right back into the ChatGPT.
1:52:09I'm summarizing the objection every
1:52:11single week. And those objections I turn
1:52:13into updates that I provide inside this
1:52:15content. You are worth a lot of money.
1:52:17And this flow is all done within here.
1:52:19It's the more technical part of
1:52:20marketing. But this is the part that if
1:52:21you're good at one of these other things
1:52:23and you add this, you become a killer.
1:52:25And if you're going to obsess about
1:52:26things in here, obsess about the
1:52:27conversion rate here. This is going to
1:52:29be your North Star metrics. Conversion
1:52:30rate on the landing page. And then the
1:52:32close rate on the leads. If you want to
1:52:35get into some more nuance there, you can
1:52:37start getting into qualified rate. So,
1:52:40basically, are the people that sign up
1:52:41for those calls or getting the email
1:52:43list, are they actually good enough to
1:52:44be customers? It gets into more advanced
1:52:46stuff. I don't really care about these
1:52:48two right here. You can kind of live and
1:52:50die by what are you doing to improve
1:52:52those? And then obviously, the volume of
1:52:55leads. And if you want to impact that
1:52:57close rate, think like that speed of
1:52:58touch, reminders of when the call is,
1:53:00what they send right before and after,
1:53:02the thank you. You optimize that.
1:53:03There's a full funnels video you can tap
1:53:05into some of that with that I will put
1:53:06in the marketing.zip. Well, thank you
1:53:08for whiteboarding that with me.
1:53:10Whiteboard this out. This is a great
1:53:11exercise to do with your sales team. You
1:53:13want sales to love marketing? Want to
1:53:15feel like you're working together and
1:53:16it's not some hate relationship? Sit
1:53:17down and map this out. Here's how we're
1:53:18bringing in attention. Here's the
1:53:20landing pages. Here's what we're going
1:53:21to give them after the landing page.
1:53:23Okay, you're on the call. What are you
1:53:24sending them? Here's what you should
1:53:25send them that we have. What are you
1:53:26looking for? What are the objections?
1:53:27Hey, I'll work that into this. You're
1:53:28mapping that funnel out with them.
1:53:30You're godsend. We're going to swap from
1:53:31this into screen share for landing
1:53:34pages. Let's talk about landing pages.
1:53:36What do we mean by a landing page? A
1:53:38landing page is where people land when
1:53:40you've given your attention, right? When
1:53:42you get their attention from an ad,
1:53:44organic social media, a click on the
1:53:46website, etc. You don't want them to
1:53:48just go to your homepage. You want them
1:53:50to go to a page designed to help them
1:53:52convert. So, a big part of marketing
1:53:54work is actually writing and designing
1:53:56these landing pages. And I'm going to
1:53:58walk through exactly what makes them
1:53:59great. So, first let's start with an
1:54:01example. Uh this is actually my friend
1:54:03Ashman's brand. He does an amazing job
1:54:04on his landing pages, so I wanted to
1:54:05call them out. So, you will notice up
1:54:07top this is an e-commerce product. Now,
1:54:09I'm going to walk through some other
1:54:10examples including luxury here in a
1:54:11second. You have the ability to scroll
1:54:13through all their top e-commerce photos,
1:54:15which immediately aren't just pictures
1:54:16of the product, right? It's not just
1:54:17glam photos. You have one good photo of
1:54:19it. Then we have immediately the three
1:54:21benefits backed by science. Here's the
1:54:23results that you get, etc. And when you
1:54:25scroll down the page, you get backed up.
1:54:27It explains to you how the product
1:54:29works. It shows you the clinical boosts.
1:54:31It has graphs about its efficacy. It
1:54:33shows you the timeline which is the
1:54:34product works. It goes into
1:54:36testimonials. It shows you the
1:54:37background of the people that actually
1:54:39put it together. Then goes through all
1:54:40the different ingredients that are
1:54:42inside it with full information. And
1:54:43then it goes into tons and tons of
1:54:45testimonials from real people. And then
1:54:47last they end with frequently asked
1:54:49questions. So, the entire role of this
1:54:51entire page is to remove any questions
1:54:54or objections that someone may have
1:54:56about buying the product. And I'm going
1:54:58to walk through two important types of
1:55:00landing pages here today. The first is
1:55:02going to be this more product-based
1:55:04landing page. How does when someone land
1:55:05on it, they actually get all the
1:55:07information they need and how do you put
1:55:09that together? And the second we're
1:55:10going to talk about is what's called a
1:55:12listicle landing page or a more
1:55:13content-heavy landing page. I'll start
1:55:15with that one first. So, you may find as
1:55:18you test in marketing over time that
1:55:19just giving all of the benefits and
1:55:21selling your product and using
1:55:22testimonials is the best way to go. But
1:55:24if you begin to test content that's more
1:55:26educational or more informative, you can
1:55:28take them to more information as well.
1:55:30So, we will often call this a listical
1:55:32landing page. It's one of the most
1:55:33common types. And it's based on what you
1:55:35used to see back in the day from people
1:55:36like BuzzFeed, etc. when they'd be like
1:55:38the 20 things you need to know or
1:55:39whatever that looks like. So, what you
1:55:41will do on a listical landing page is
1:55:42you'll actually list out common things
1:55:44someone might be dealing with. So,
1:55:45instead of going right to your cosmetic
1:55:47brand, you would be this is how you put
1:55:48together 14 steps to put together this
1:55:50specific look. A styling page for a
1:55:52fashion brand or information on the
1:55:54craft. educate and then take people into
1:55:57the sales process. Those are the two
1:55:58types of core landing pages worth being
1:56:01aware of. What I've done here is I know
1:56:02that there's a lot of information out
1:56:04there around this. There's a lot of
1:56:05people who are like, "How do I even
1:56:06begin to write one?" So, we've put
1:56:07together a tool. I built in ChatGPT
1:56:10Codex a specific tool where you can see
1:56:12here, you can fill in your brief of
1:56:15what your product is, who your audience
1:56:16is, what your promise is, any copy you
1:56:19have, any proof points, your CTA, your
1:56:20price, you can upload material, and it
1:56:23is going to give you three different
1:56:25landing page copy templates in my
1:56:27structure I'm going to walk through here
1:56:29in three different voices. Also, in
1:56:31addition to this, if you want to make
1:56:33your own and have one that's
1:56:34custom-built just for your brand, I have
1:56:36a prompt included that I used to build
1:56:39this that you can use as well. So, it's
1:56:40all going to be in the download pack.
1:56:42But why do I put it like this? Voices
1:56:44are really important in describing your
1:56:46product. We talked a bit about this in
1:56:47positioning and we'll talk a bit about
1:56:48it in narrative. But on landing pages in
1:56:51particular, you'll find that different
1:56:52audiences like to
1:56:54hear different things from the
1:56:55marketers. And also that your brand they
1:56:58want to communicate things in different
1:56:59ways from other brands. So the three
1:57:00that I always go with are direct
1:57:03response, evidence-led, and
1:57:05story-driven. If I had to choose between
1:57:07those for my brand, you've heard about
1:57:09this earlier in the video, I would
1:57:10choose from one of those three. So let's
1:57:12actually go here and and do this as an
1:57:14example and you'll see the copy I create
1:57:16and why. So you're going to go here and
1:57:17you're going to enter all of this down
1:57:19there. And I'm going to do this for an
1:57:20example with Cut 30. So I have some I
1:57:22have some generated results here for the
1:57:2430-day program we saw in content. So you
1:57:26will see up top it's going to give you a
1:57:27headline and a sub-headline. Stop
1:57:29guessing, start building a system that
1:57:31works. Here you have a problem, you're
1:57:32going to have a three points of proof,
1:57:34you're going to have objection solving,
1:57:36you're going to have some claims, you're
1:57:37going to have an offer. It's going to
1:57:38give you a bunch of different things
1:57:40that you can use in different copy
1:57:41sections on your landing page. There's a
1:57:43more evidence-driven one and there is a
1:57:44more story-driven one that you're going
1:57:46to be able to use as well. So you have
1:57:47the options to generate copy in all
1:57:49three of those styles. Let's look at the
1:57:50average structure. What do you need to
1:57:51know about this? So if you're doing this
1:57:53for any e-commerce product, uh we did a
1:57:55ton of these when I worked as a creative
1:57:57in residence at Van Group. We made the
1:57:58Road website, the Wear Beauty website,
1:58:00the Kai website, Hex Clad, Ridge Wallet,
1:58:03Lola Blankets. We specialized in super
1:58:05high-performing PDPs. We are locked in
1:58:07on this. So you will see they start with
1:58:10lifestyle photo. There's also video
1:58:12inside of uh this carousel as well.
1:58:15The ability to buy the entire routine up
1:58:17top. And then direct examples on people.
1:58:20We basically every single option you
1:58:22have to buy, we are showing you those
1:58:24examples here so you can see real
1:58:26results in real life as the next step.
1:58:27Then we have all of our benefits of the
1:58:29product, but look we reframe it to the
1:58:31user. It's good for what? What does it
1:58:32feel like? What does it look like? Then
1:58:34we have the actual value props of what
1:58:36it looks like. We have how to use it as
1:58:38the next section. Then there's a
1:58:39breakdown on what all the different
1:58:41ingredients are for people that want to
1:58:42know. Then there's the data points so
1:58:45you can actually get into clinical
1:58:47studies and consumer results. And then
1:58:48FAQ for the common objections. This is
1:58:51the formula that I would recommend using
1:58:52for 90% of your PDP landing pages. If
1:58:55you want to look at this for another
1:58:56product I really like, 10,000, another
1:58:58Van website, and great pair of athletic
1:59:01shorts, you will see they dump you all
1:59:02the text on top, why you love it, who
1:59:04it's for, the features, the materials,
1:59:06again, the ability to complete it right
1:59:07up top, gives you the overview, but then
1:59:09gets into each one of these features has
1:59:11a little video. You want to talk about
1:59:12the liner, you want to talk about the
1:59:13shell, you want to look at the pockets.
1:59:15It's actually showing you a video of all
1:59:17of these to be able to see it, not just
1:59:19view it. It's an excellent landing page
1:59:21there. They explain the design process.
1:59:22Then they get into being able to see the
1:59:24real reviews, what it pairs well with,
1:59:26etc. Those are great formats to follow.
1:59:28Now, luxury, if you're selling luxury,
1:59:29Jacob & Co. is another website that was
1:59:32done by Van Group. So, when you're going
1:59:33to a $50,000 watch, it's a very
1:59:35different set of questions you're being
1:59:37asked. Really, it's about why is this
1:59:38worth this money? So, your job is to is
1:59:40to impress. So, here it shows the design
1:59:42inspiration, what went into the behind
1:59:44it. There's glam shots that are the are
1:59:45the primary. It actually animates in the
1:59:47design of the watch. Again, you can
1:59:49actually watch people sit there, you
1:59:50have the data, like dwell on the actual
1:59:52page itself. You'll see this is all the
1:59:55stuff that goes into even just a sketch
1:59:57of what that looks like. Then here's the
1:59:58info on the actual development process.
2:00:00Here's shots of all the interiors of how
2:00:03this works. Again, super high-quality
2:00:05video of what that looks like. If you're
2:00:06selling luxury, take the time to do
2:00:09these macro shots to show people level
2:00:11of craft that goes into justify the
2:00:13price point. By the time I've scrolled
2:00:14down to this to start seeing this, I'm
2:00:15like, okay, I understand why this watch
2:00:16costs so much. Before we even get into
2:00:18the features and the high quality of it.
2:00:20And again, we're still going. It's now
2:00:22starting to go through multiple of the
2:00:24features, right? The job is basically to
2:00:25overwhelm you with how incredible it is.
2:00:27And then goes into the lifestyle and how
2:00:30that looks
2:00:31as well.
2:00:33And getting into specs, and you have the
2:00:35ability to go navigate through this as
2:00:36well with a call to action to inquire.
2:00:38So, if you are doing luxury content, you
2:00:40really need to use the high quality of
2:00:42your content to tell the story on the
2:00:44website. And a good practice I would get
2:00:46into is anytime you click an ad or
2:00:47anytime you're doing research, just list
2:00:48the sections people do. AG1's another
2:00:50great example of people that built their
2:00:51business off a landing page. They're
2:00:53doing comparison charts on the different
2:00:54products that they have. They're talking
2:00:56about your goals. They have testimonials
2:00:58of their consumers on there. All of
2:01:00those are recipes you can have to test
2:01:02for a landing page. Like, yeah, I do
2:01:03have a bunch of consumer videos. I'm
2:01:04going to section of it. Oh, I could do a
2:01:06comparison chart. And you can build up
2:01:08and down your landing pages based on
2:01:10that and test whether they work. And so,
2:01:12not only am I going to give you the
2:01:15landing page text generator we have
2:01:17there, you should be looking at how do
2:01:18you actually generate your landing pages
2:01:19in Codex. So, we have a prompt that
2:01:21shows you how to actually put together a
2:01:23skill for your business's branding.
2:01:25That's what we did with the Cut 30
2:01:26branding. And if you want to be able to
2:01:28write and deploy those landing pages on
2:01:30your sites from this, you can do all
2:01:31that within the Codex app that I have
2:01:33open here. So, I did that for that
2:01:34Content Oracle that you've seen that
2:01:36we've walked through as well, was built
2:01:37inside Codex. So, I'm able to say,
2:01:38"Here's the text. Here's what I want it
2:01:40to accomplish. Use this brand skill."
2:01:43What I show you doing a prompt. The
2:01:43skill is a collection of the colors, the
2:01:46backgrounds, the images to actually
2:01:48generate something there. So, you see we
2:01:49have this Content Oracle page here. I
2:01:51uploaded this imagery to use. I uploaded
2:01:53the text we wanted. It has my brand
2:01:56guide in the skill of how we do these
2:01:57buttons and the colors we use. And you
2:01:59can generate pages there and then just
2:02:00critique it. You will see we did the
2:02:01back and forth inside Codex here where
2:02:04I'm saying, "Hey, I want this to be a
2:02:05little bit lighter. Can you place these
2:02:06buttons a little bit differently? How
2:02:08does this look on mobile?" And then
2:02:10deploy it. So, how do you really mean by
2:02:11deploy it? So, what this will do is this
2:02:12will build a ChatGPT site. But what also
2:02:14is great about Codex is we'll actually
2:02:16connect to wherever your sites and
2:02:17things are hosted and give you the
2:02:18ability to push things in and out. So,
2:02:20there's an entire video on funnels I
2:02:22have. I won't include it marketing.zip
2:02:23if you want to dive in deep. But I
2:02:25wanted to give you the entry-level
2:02:26toolkit to understand landing pages, to
2:02:28understand the parts of them. You can
2:02:30use the text generator that we built.
2:02:33And you can also put together a skill
2:02:35file, which I will have a complete
2:02:36prompt for as well, and upload a design
2:02:38skill into your ChatGPT in and to be
2:02:41able to actually create landing pages
2:02:44using your design system. We'll get into
2:02:46that separately. Let's keep moving.
2:02:48>> So, once you capture all this attention,
2:02:50you get all this demand, you will
2:02:52understand the flow of what happens
2:02:54going in the sales, marketing becomes
2:02:56about narrative.
2:02:57>> I mean, it's good advice.
2:02:59>> So, what do we mean by that? How do you
2:03:00communicate with leads and customers and
2:03:03the market over time? And you will find
2:03:05for most businesses who are trying to
2:03:06find their footing, they need to master
2:03:08that demand flow first.
2:03:09>> How do we use ads or organic social to
2:03:11drive leads and sales at work? But,
2:03:13eventually you begin to realize, now
2:03:14that you have that handled, you need to
2:03:16add these other things into your
2:03:17toolkit. So, in this section, we are
2:03:19going to talk about campaigns. It's like
2:03:21putting your marketing ideas together
2:03:23into these moments that create more
2:03:25attention. And we're going to talk about
2:03:26email and retention. So, when you are
2:03:28communicating with the leads and
2:03:30customers and sign-ups that you get, how
2:03:31do you have an ongoing conversation with
2:03:33them? And you understand how that works
2:03:35and how can you put it together?
2:03:36>> And we're going to talk a bit about PR,
2:03:38the idea of getting journalists and
2:03:39people to talk about you and also to
2:03:41understand and have planning around
2:03:42crises and things that come up. And
2:03:44about communicating narrative
2:03:45internally, which matters a lot, too.
2:03:47What do people in your company say? How
2:03:48do you explain what marketing does? So,
2:03:51to start, I want to break down there's
2:03:52three types of strategy that people talk
2:03:54about in creative and these overall kind
2:03:56of big thinking narratives and and
2:03:58basically strategic roles inside of
2:04:00marketing. And these words are used
2:04:01interchangeably and they shouldn't be
2:04:03and I want to break them down. So, those
2:04:04words are brand strategy, creative
2:04:06strategy, and creative direction. Let's
2:04:08talk about them. So, brand strategy are
2:04:10these big conceptual ideas, like we
2:04:13talked about in positioning. We need to
2:04:14say, how is our brand thinking about
2:04:16this product release or this next
2:04:18quarter or next year or our story
2:04:20overall? How do we position? What are
2:04:22these messages we should test? What is
2:04:24our tone of voice? How are we going to
2:04:25do these big overall ideas? Okay, we
2:04:27really want to go focus in on creator
2:04:30versus influencer or we need to start
2:04:31spending more time justifying our money
2:04:33in retail support versus online. Those
2:04:36are brand strategy questions. Those are
2:04:38macro, they're at a high level, and
2:04:39they're meant to actually give direction
2:04:41for the rest of the company to be able
2:04:43to move on specific campaign, a quarter,
2:04:45or a period of time like a product
2:04:47launch or an upcoming year or two. Now,
2:04:49creative strategy is one of the most
2:04:51talked about. And creative strategy is a
2:04:52very popular role. It's ultra useful
2:04:54right now. So, creative strategist focus
2:04:56very specifically on the ad account
2:04:59and/or the organic social account. I'd
2:05:01say most of the jobs that looking for
2:05:03this now are very focused on the ad
2:05:04account. And so, those people who are
2:05:06creative strategists are every single
2:05:09week coming up with new concepts to be
2:05:11put into ads. So, they come up with new
2:05:13hook angles. They come up with new
2:05:15ideas, new messages, and they brief
2:05:17those angles similar to the brief
2:05:19process we call out. So, they are
2:05:20responsible for coming up with those
2:05:21angles, writing them out into briefs,
2:05:23and distributing them, whether that's to
2:05:24creators, graphic designers, team
2:05:27members, whoever is actually executing
2:05:29the creative, and then feedbacking that
2:05:30as it comes in. How do we do it better?
2:05:32No, that's wrong. So, it's extremely
2:05:35tactical. It is ongoing. It is informed
2:05:37by the brand strategy. And you may have
2:05:39a creative strategist that works quarter
2:05:40to quarter on some overall brand
2:05:42strategy work and then dials in, but
2:05:43it's an extremely tactical job to
2:05:46basically help your ad account perform
2:05:47better, or also to help your organic
2:05:49social account or your creator world
2:05:51perform better. So, some creative
2:05:52strategists will just work on influence
2:05:54or external creators or with teams.
2:05:56Creative strategy work that I've done a
2:05:57lot of is working direct with an actual
2:06:00team where they have multiple people on
2:06:01their team who are making content like
2:06:02founders or they have an influencer or
2:06:03two that works for them. And we actually
2:06:05workshop the strategy of those groups
2:06:07and do new ideas every week or every
2:06:08month. So, very tactical. And then we
2:06:11have creative direction. The holy grail,
2:06:13per se. What a lot of people want to
2:06:14aspire to be in their careers. There's
2:06:17this big perception of the elusive
2:06:18creative director. So, if you have a
2:06:20creative strategist that's relentlessly
2:06:21briefing, they're maintaining the
2:06:23ChatGPT project with all the data,
2:06:24scripts, personas, and angles. They're
2:06:26feeding in unique ideas, and they're gas
2:06:28pedaling what works. The creative
2:06:30director drives the brand vision that
2:06:32enables creative strategy. So, they work
2:06:33on the campaigns, the build-outs, and
2:06:35the intangibles that build something
2:06:37special. So, for instance, you may have
2:06:38a theme for your quarter of creative
2:06:40strategy work or for a product launch.
2:06:42You may have a big campaign that we're
2:06:43about to talk about in campaigns as a
2:06:45singular theme and idea and visual
2:06:46ideas. You may have merchandising in all
2:06:48your stores and packaging refreshes. A
2:06:50lot of this ends up getting led by
2:06:52creative direction. It may be informed
2:06:54by a brand strategy working hand in
2:06:56hand. Sometimes there's some overlap,
2:06:57but they use raw ideation and then tap
2:06:59into a network to basically build these
2:07:02moments and these visions. And
2:07:03importantly, that creative director is
2:07:05someone who can step in. They can do
2:07:06videography. They can shoot the photo.
2:07:08They can do the styling. They can do
2:07:09some of the design. They can deploy
2:07:11anything around one of these campaigns
2:07:13and one of these ideas if they don't
2:07:14have someone they can tap in or someone
2:07:16doesn't show up. They often are
2:07:17multifaceted creatives, but their
2:07:19ability is to bring in all these people
2:07:21and all these things together to execute
2:07:23on an idea. And then strategists will
2:07:24then go they can disseminate that on
2:07:26down, right? They can actually take some
2:07:28of those cool strategies. They can take
2:07:29some of what works and apply that to the
2:07:30day-to-day tactics. But to be a creative
2:07:32director requires you have to know how
2:07:33to do all these things and be decent
2:07:35enough at it, but then also be able to
2:07:36have a network you can call on and be
2:07:37like, "We can use this photographer. We
2:07:39can use this influencer. We can get
2:07:40these people. They'll drop everything in
2:07:41a week. They'll do this at a lower than
2:07:43budget to be able to execute this idea
2:07:44that I have that everyone's going to
2:07:45love and be excited about." So, those
2:07:47are very you know, there's obviously
2:07:48some overlap between those three topics,
2:07:50but it's very different on what are we
2:07:51going to do from a brand perspective?
2:07:52How do we position? How do we think
2:07:54about this launch overall to how do we
2:07:56create ideas that move inside creative
2:07:58direction to how do we tactically every
2:08:00week make sure that there's assets that
2:08:02are creative that perform under creative
2:08:04strategy. And there's a lot of
2:08:05definitions for these terms, but to be
2:08:06frank, all the other ones are
2:08:08antiquated. In this world we're
2:08:09operating in right now where people are
2:08:11hiring, these are how these jobs are put
2:08:13together. So, it's a perfect segue into
2:08:15this idea of campaigns. We'll talk about
2:08:17PR. We'll talk about email retention.
2:08:18All right, so we're going to talk about
2:08:19campaigns. We'll talk about a few
2:08:20different types of campaigns. So, the
2:08:22easiest example to give of this is we're
2:08:23going to look at Set Active. So, you
2:08:25will notice that Set Active basically
2:08:26has
2:08:27content on their social media feeds all
2:08:29the time. So, let's look at this here.
2:08:30There's a collab here for a giveaway for
2:08:32their State Fair giveaway where they did
2:08:34a shoot at the State Fair. They got all
2:08:36these They called out their winners.
2:08:38They have influencers involved, uh
2:08:40including their founder in promoting it.
2:08:42And then, you know, Ferris wheels,
2:08:43people hanging out at the fair, all this
2:08:45content around the theme of the State
2:08:46Fair. It then goes right into this theme
2:08:49of out of office. They're showing
2:08:52content in Italy. They're tying into
2:08:54their Paradiso collection. They're
2:08:55showing behind the scenes. They're
2:08:57putting all these pieces together,
2:08:58right? You go right from someone showing
2:08:59behind the scenes on what they're
2:09:00launching to the actual campaign to this
2:09:02kind of through line they have in this
2:09:04more candid content, lifestyle
2:09:06incorporated in it. All this is a
2:09:08campaign. And you will see I love to
2:09:09show their account cuz they just move
2:09:10campaign to campaign. There's very
2:09:11little in between it. It goes right from
2:09:13State Fair campaign for the summertime
2:09:15to Out of Office Italy campaign that
2:09:16comes right after that. They are
2:09:18extremely campaign oriented. And it
2:09:20plays out really well on their social
2:09:22media as an example. And so, when you
2:09:23think of a campaign, how do you create
2:09:25something for a brand? It is In a moment
2:09:26in time, what is an idea that we are
2:09:28trying to get across? And how do we
2:09:29bring our world into that idea? Let's
2:09:31break that down. So, for instance, you
2:09:33are launching a summer collection. You
2:09:35are a brand like Set Active. Or even
2:09:36here, the spring collection we have.
2:09:38Okay, we want to be able to show off
2:09:39some of the aesthetics of it. So, they
2:09:40have posts that are actually describing
2:09:42the colors and the looks like you see
2:09:44here. We want to set a tone for the
2:09:46visuals and who would consume this. So,
2:09:47we've actually created these kind of
2:09:48graphics. We're doing a shoot in this
2:09:50area, people that are going hiking and
2:09:52engaging in the springtime. We're
2:09:53bringing in ambassadors. Our founders
2:09:55are making content. Our designers are
2:09:56making content. Our influencers are
2:09:58making content. And they're all talking
2:09:59about the same thing in the same launch.
2:10:01It propels that moment forward bigger
2:10:03than any of these individuals. So, a
2:10:05campaign ties together, we'll wipe board
2:10:07this in a second, all of the different
2:10:09things that you have as a brand and in
2:10:10your world, your own channels, your
2:10:12founders, your email, and your external
2:10:14channels. Partners that are going to
2:10:16promote it, your retail partners, your
2:10:18influencers, etc. And there's levels to
2:10:19this, right? When you start out, it may
2:10:21just be you're putting out a couple
2:10:22videos on your page with your people.
2:10:23But, there are what we call anchors to
2:10:25campaigns to think about. So, another
2:10:26brand I love who does uh incredible
2:10:28campaigns is Sunnies Face. They're in
2:10:29the Philippines. So, they used to do a
2:10:31fragrance campaign. They're announcing
2:10:32fragrance. They had an entire visual
2:10:34campaign around it. They're showing the
2:10:35inspiration in the background to what
2:10:37inspired the designs. They had a big
2:10:39anchor influencer involved in the
2:10:41launch. And she's the front of the
2:10:43campaign. So, it's worth kind of
2:10:45investing. If you have these big
2:10:46moments, you can spend a little more
2:10:47money on a big person to help get that
2:10:49message out there further and then back
2:10:51that up with amazing creative. You see
2:10:53this kind of really interesting campaign
2:10:54they put together around it. So, there's
2:10:55levels to this. You grow bigger, you're
2:10:56saying we're entering a new category.
2:10:57Great, let's get a good big face to make
2:10:59sure that content goes farther than it
2:11:01did before. We call that an anchor. Now,
2:11:03this happens in software, too. One of
2:11:04the easiest examples is Editions from
2:11:06Shopify. You see me, I promote the new
2:11:08Shopify Editions. I just did a recap
2:11:09video of the last one and the one before
2:11:11where I promote it to my audience as an
2:11:12influencer in their campaign. They also
2:11:14host a big event. They have all their
2:11:16people online talking about it. They
2:11:17invite all their customers. They stream
2:11:19a big thing around it. They have a
2:11:20website, a microsite they make where
2:11:22they detail all the new features. They
2:11:24make explanation videos for all of
2:11:26these. They have content rollouts. They
2:11:27have workshops. They're using this to
2:11:29debut their features. This is what the
2:11:31software world looks like doing this.
2:11:32Now, I would highly recommend anyone to
2:11:34do. Your customers become used to the
2:11:35once a year or twice a year new big
2:11:37feature dump, right? And another type of
2:11:39campaign that's worth mentioning is kind
2:11:41of like a seasonal campaign or like a
2:11:42yearly campaign. So, Equinox is known
2:11:45for these. They've gotten some flak on
2:11:46them recently, but they're always a good
2:11:47one to call out where they will
2:11:48basically announce a theme for the year
2:11:50with a signature campaign to go around
2:11:52it. So, they have one called Make
2:11:53Yourself a Gift to the World that we see
2:11:55here. It's a theme that kind of is
2:11:56supposed to appeal to their customers.
2:11:58They create art. They put it on the
2:11:59sides of their retail locations. They
2:12:01put it on their main feed. They bridge
2:12:02together these big thematic arcs that
2:12:04are supposed to appeal to their
2:12:05customer. That is the core of a campaign
2:12:07for them. So, tied into campaigns is the
2:12:09idea of public relations, right? Getting
2:12:10journalists and people to write about
2:12:12your product. I used to work in this
2:12:13niche. My wife used to work inside this
2:12:14niche. And it's not what it was, right?
2:12:16Getting people to write about your
2:12:17product in any of these publications has
2:12:18a fraction of the efficacy it used to.
2:12:20It generally is not worth the time or
2:12:22the money. But again, it's part of this
2:12:23world that we're going to whiteboard out
2:12:24of all the things you could do to tell
2:12:26that story. But where it is still really
2:12:27useful is it's basically the art of
2:12:29workshopping. If someone comes after
2:12:31your product for some reason or comes
2:12:33after your founder or someone's
2:12:34canceling you, like we just talked about
2:12:35Equinox. They're getting come after for
2:12:37the AI campaign they did because of how
2:12:39it portrays Asian women in its context.
2:12:41Now a PR team there, it's very important
2:12:43to be like, "Okay, are we going to fight
2:12:45back at that? Say that's That's not what
2:12:46we meant. These people are being crazy."
2:12:47Are they going to be like, "Oh my god,
2:12:48we're sorry." What are the fallouts of
2:12:50that? What are the repercussions? It's
2:12:51still a very important art in the
2:12:52internet era more than anything because
2:12:54you have to be in this constant
2:12:55communications flow. And so if you are
2:12:57in the marketing world now and you have
2:12:59that PR background, you being able to
2:13:00get a journalist to write about the
2:13:01product is likely never going to provide
2:13:03the amount of value versus what you're
2:13:04being paid for it. But you being able to
2:13:06workshop the messages of what do we do
2:13:08in these scenarios? How is it going to
2:13:09come across online? Is a bit of a dark
2:13:11art, right? The natural starting point
2:13:12for a lot of it is to basically tell
2:13:14ChatGPT, "Hey, if you You're a crisis PR
2:13:17person and you're dealing with this
2:13:18fallout. And this is what our persona is
2:13:19like and this is what they're saying
2:13:20about us online. What are our options?"
2:13:23And then be actually able to look at
2:13:24that through a human lens and be like,
2:13:25"How is this going to be responded to?
2:13:26What are they going to say?" Do that
2:13:28scenario role-playing. What could you
2:13:29call out about this? What could people
2:13:31get mad about? How can we create a
2:13:32counter balance to that? That narrative
2:13:34construction is actually harder and more
2:13:36important than ever. And it's one of
2:13:38those things that you are the kind of
2:13:39person you can live within that and spin
2:13:41that and work with it or you are not.
2:13:47>> All right. In this section, we are going
2:13:48to talk about email and SMS marketing. I
2:13:51love to talk about this topic. And it's
2:13:53funny cuz if I made like an entire video
2:13:55about email and SMS marketing, no one
2:13:57will click it, right? It's unglamorous.
2:13:59But the reason that I'm so fond of it is
2:14:00I had advice from a mentor early in my
2:14:02career when I was like, "Hey, what can I
2:14:04do to get better?" I was a designer who
2:14:06was getting into marketing. I had the
2:14:07creative side, the content side down,
2:14:09but I was trying to improve. And the
2:14:11advice they gave was, "Hey, get
2:14:12certified in marketing automation." And
2:14:14so, I took all these courses that the
2:14:15software that we use, which is Eloqua at
2:14:17the time, provided. And I just learned
2:14:19an absolute ton. And I remember the
2:14:21mentor was like, "Hey, if you learn how
2:14:22to do this, you're never going to lack
2:14:24for a six-figure job ever again, right?
2:14:26You could just be an automation
2:14:27specialist." And automation sounded so
2:14:29boring at the time. Once I realized what
2:14:31it was and how it works inside
2:14:33businesses, I was like, "Oh, this is
2:14:34actually a really useful skill, and you
2:14:36can still flex your creative muscles,
2:14:37especially as a designer, inside of the
2:14:39frameworks." So, I'm excited to share
2:14:41everything I know about email marketing
2:14:42here with you today. I would encourage
2:14:44you to get involved with this at
2:14:45whatever company you're working on,
2:14:47because it is actually pretty
2:14:48straightforward, especially in the AI
2:14:50era, and it is high value. So, first,
2:14:52let's define some terms. So, we have
2:14:54marketing campaigns, email and SMS
2:14:56campaigns. I'm in I'm here I'm in a
2:14:58piece of software called Mild here. So,
2:15:00Mild is great. It is a directory. I'm
2:15:02just on the free account. There is like
2:15:04a paid version, but it will basically
2:15:05give you recent emails from different
2:15:06companies. So, I'm in Reformation's
2:15:08emails here. So, I can go click on
2:15:09Reformation. And it's like, "Here's all
2:15:11the emails they've sent out." Which is
2:15:12awesome to see. So, for instance, in
2:15:13August, they have sent 1 2 3 4 5 6 7 8 9
2:15:1710 11 12 13 14 15 16 17 18 19 20 21 22
2:15:1923 24 25 25 emails. Now, then you can
2:15:22also look and be like, "Oh, what's an AB
2:15:24test?" You're like, "Oh, this is These
2:15:25two emails have like the same top with
2:15:27slightly different fonts." Those are all
2:15:28AB tests. So, of that, okay, maybe they
2:15:30sent like 12. They're actually testing
2:15:32different versions of their emails, or
2:15:33they're segmenting it. And you can begin
2:15:34to get a look at any brand's email
2:15:36strategy, which is an awesome thing to
2:15:38do to just understand the volume and
2:15:39velocity they're working at. I'm a huge
2:15:41fan for most brands of being at a
2:15:43velocity of like one to three emails a
2:15:45week. I think it's a good velocity for
2:15:47most brands. If you're in that everyday
2:15:49discount email life, it's it's brutal.
2:15:51Obviously, you can put up some numbers
2:15:53doing it, but it you are in constant
2:15:54list attrition, whatever. Let me Let me
2:15:56get ahead of myself. Let's get back to
2:15:57defining terms. So, an email campaign is
2:15:59when you send one of these, right? So,
2:16:01this campaign, I won't even try to
2:16:02pronounce the French here, is them
2:16:04sending out Oh, it's cuz it's to their
2:16:06French French list. They are sending out
2:16:08a basically a lookbook and some
2:16:09different looks you can achieve with
2:16:11their clothing, right? That's an email
2:16:12campaign. We'll talk about types of
2:16:14campaigns later.
2:16:15Later. But then there's what we call
2:16:16flows. So here I am inside Klaviyo.
2:16:18Klaviyo is probably the most popular
2:16:19software for e-commerce. I will talk
2:16:21about e-commerce and I will talk about
2:16:22standard brands that don't sell a
2:16:24product like Shopify. But but Klaviyo is
2:16:27a most common software so I'm going to
2:16:28do tutorials so you can actually see it
2:16:29here. And they have what's called flows.
2:16:31And so flows are automated sets of
2:16:33emails. So for instance here you will
2:16:35see someone gets added to the profile.
2:16:36They get an email right away. They get
2:16:38this email. And look at these stats. 35%
2:16:41of people are opening it. 7.3% of people
2:16:43are placing that order. I will take
2:16:44those numbers. It's for a small brand.
2:16:46But then 2 days later they're getting an
2:16:47email with the best sellers that we
2:16:49have. A couple days later they're
2:16:50getting some proof, right? Celebrities
2:16:51that wear this brand's clothing. Couple
2:16:53days later there's an offer. So that's
2:16:55automation, right? Based on an action
2:16:56someone takes a number of things happen.
2:16:58Those are two key concepts to think
2:17:00about here.
2:17:01Whenever you're talking about email or
2:17:02SMS. So back to campaigns. What are
2:17:04types of campaigns here? I want to show
2:17:06some some brands. I think Rhode does a
2:17:08great job with email, especially more
2:17:10art directed email. And you will notice
2:17:11here they do these little lifestyle
2:17:13vignette campaigns. So right, they'll
2:17:14basically have a photo shoot with a
2:17:16creator. So this email right here,
2:17:18bikini to mini. Carlo Genola's, that's
2:17:20an influencer they're working with.
2:17:21Essentials from day to night. So it has
2:17:23her they're following her throughout her
2:17:24day. She's taking a couple photos. She's
2:17:27showing using the product. They call out
2:17:29the product very lightly on some of
2:17:31those photos and then you can click and
2:17:34shop. It's a good example of a creative
2:17:36campaign, right? Someone's just out
2:17:38about in the world. They're probably
2:17:39also doing an influencer video with her.
2:17:40But they're like, "Hey, can we get a
2:17:41photo dump that we can use inside our
2:17:43email as well?" It's an awesome way to
2:17:45think about your influencer creator
2:17:47program, being able to get a couple more
2:17:49assets or make the most out of assets
2:17:51you're already getting.
2:17:52Then they have spotted out. This is an
2:17:54example of a a from the community email
2:17:57where you're just curating stuff that
2:17:58people have been doing. People who are
2:18:00seen with your product on social media
2:18:02or using it, putting all that together
2:18:04in there. They have a pretty
2:18:05sophisticated strategy cuz they're doing
2:18:06everything like those customer vignettes
2:18:08to
2:18:09showcasing their community to more
2:18:11tactical stuff that's timely, to using
2:18:13their obviously celebrity founder, to
2:18:15just general product-focused email, but
2:18:17always having like a clever visual
2:18:19approach. And so the reason I like to
2:18:20scroll through this is for instance like
2:18:21I don't work much in beauty anymore. I
2:18:23worked a lot in beauty last year, but
2:18:25like this approach here where it's like,
2:18:26"Oh, it's the product. It has like a fun
2:18:27addition to it. It's on the white
2:18:28background, so it's really catchy." I
2:18:30was like, "We We're We're going to use
2:18:31that." Easy thing for me to forward,
2:18:32right? Same thing with layouts where
2:18:34like, "Oh, cool. This is just a couple
2:18:35testimonials like over a like a product
2:18:37detail shot." Like, "Awesome. Cool
2:18:39layout to try and do." That's a great
2:18:40way to to work through these. So let's
2:18:42run through your toolkit of what you
2:18:43actually have to use for your campaigns
2:18:45if you're sending them out every week.
2:18:46And again, just scrolling through
2:18:47popular here is an awesome way to begin
2:18:49looking at a bunch of different emails
2:18:50from different brands. So first is shop
2:18:52the content. Show off content you're
2:18:54already making. Videos that happen,
2:18:56things that were on carousels, actually
2:18:57put some of that detail in there and
2:18:59just provide more information about
2:19:00where they can get it. You'll notice
2:19:01that I also do this in my personal email
2:19:04list. I will take a carousel I do on
2:19:05Instagram and I'll put the slides of the
2:19:07carousel in the email with more details.
2:19:08You're already spending time and
2:19:09investing on content, bring it into the
2:19:11email. Easiest win you have. People have
2:19:12not seen them both. And if they are,
2:19:14provide them with just a little more
2:19:15information, a little more written
2:19:16information there. New release emails,
2:19:18obviously if you're launching something
2:19:19or have a new feature for software,
2:19:21great opportunity to send. Uh software
2:19:23brands are always like, "How do you do
2:19:23email marketing?" It's like, "Cool, you
2:19:24added something new." It's like,
2:19:26"Explain why and showcase it, right?"
2:19:27Like doesn't have to be game-changing.
2:19:29From the community like we saw from
2:19:30Roar, what is happening? What is the
2:19:31chatter online about your brand?
2:19:33Business updates, like what's actually
2:19:35happening in the business? You move
2:19:36offices? Is there like a founder or
2:19:37someone who can be one of the voices on
2:19:39email and you know, be like, "Hey, Julie
2:19:41here." This is stuff that was happening
2:19:42this week at Blank as we prepare for
2:19:44this launch or we work on X or Y or
2:19:45who's with the mood boards look like.
2:19:47Here's some summer pics from our
2:19:48stylist, whatever it is. By the way, we
2:19:49have what we call better together email
2:19:51internally. And just for some context,
2:19:52right? So Darkroom, where I'm one of the
2:19:54partners at, uh the agency runs a lot of
2:19:55retention for a lot of brands. So in
2:19:57addition to having my own brands I'm a
2:19:58partner and I've been worked on email
2:20:00marketing as a marketing leader. Now, we
2:20:01are just in retention all the time,
2:20:02right? So, we're constantly talking
2:20:04about and referring to and briefing
2:20:05email and SMS. But, a better together
2:20:08email is just you giving context, right?
2:20:09So, for instance, if you sell something
2:20:10technical, say you were selling a
2:20:12kitchen accoutrement, you're selling a
2:20:13pan. It's like, "Hey, here's recipes
2:20:15that you can make with that and you can
2:20:16also use this spatula and here's how it
2:20:17works with this range." Like, how can
2:20:19you highlight other things or in the
2:20:20world around it that are worth calling
2:20:22out, whether it's your own product line,
2:20:23whether it's overall. Even though things
2:20:25like when Ro had the packing list there,
2:20:26it's like, "Hey, you're going on a
2:20:27vacation. What are the best things to
2:20:28put inside your suitcase?" It's a good
2:20:30example of just a better together email.
2:20:31How can you build some world around it
2:20:33with some other items either in your
2:20:35lineup or outside of it or even
2:20:36conceptually. Then we have a category
2:20:38history or curation email. This is how
2:20:40you just give some context around your
2:20:41space, right? Uh vacation sunscreen came
2:20:43out of an email called pool suite where
2:20:45they would just send out like basically
2:20:46cool retro stuff that they found from
2:20:47the 1980s and around the internet that
2:20:49eventually like sparked an entire brand.
2:20:50There's brands that will just send out
2:20:51every week kind of things that their
2:20:52founders are into or found around the
2:20:54internet. When we had when I worked at a
2:20:56consumer drone company, we had a
2:20:58curation of all the things happening in
2:20:59the niche. We knew a lot of people were
2:21:00hobbyists and enthusiasts about drones
2:21:02overall and so we used to just curate
2:21:03all the things happening in regulation
2:21:04in the world around it and we had that
2:21:06sent out to a more engaged segment of
2:21:08our list with more educational. Then we
2:21:09have what we call an FAQ email. Things
2:21:11are coming up a lot inside your sales
2:21:13calls or on your social, just actually
2:21:14answer those questions, whether it's in
2:21:16video or in text or in graphics. You'll
2:21:17notice a lot of layouts like we see here
2:21:19from from AG1. It's basically cards.
2:21:21You're like, "Okay, cool. I have three
2:21:22cards to put together an email." Start
2:21:24your day with the ABCs. Let me show a
2:21:26testimonial from a customer. You give a
2:21:28key reason why you would buy this
2:21:29product. It's easy to take on the road,
2:21:31right? You can begin to think about,
2:21:32"Hey, I really need two or three cards
2:21:33to make an email." You don't need much
2:21:34more than that, people overthink it. You
2:21:35can build more interesting things if
2:21:37you'd like to, but clicking through, you
2:21:38can walk through it again. This is an
2:21:39email speaking to a customer pain point,
2:21:41right? Toiletry bags cause problems for
2:21:43our consumers. Here's how our product
2:21:44helps solve it if you're traveling,
2:21:46right? Good email for summer. And then,
2:21:47of course, the deals, limited time
2:21:49offer, etc. And so, I would highly
2:21:51encourage you to build a mix. Everyone's
2:21:52going to notice your deal emails are
2:21:53going to sell more, but then people
2:21:54aren't going to buy unless they see a
2:21:56deal email. So, I would highly encourage
2:21:57you to use deals. If you have a wide
2:21:59swath of email people are used to
2:22:00opening for different reasons, oh,
2:22:01they're curating. Oh, there's updates
2:22:03about the business. It's new lookbook.
2:22:04It's a new creator. They have reasons to
2:22:05open and kind of consume more casually
2:22:07anyway. And one pro tip here is that you
2:22:09can send it from the business, right?
2:22:10But I would consider especially if
2:22:11you're a small business or a services
2:22:13based business, send it from a person.
2:22:14When I was working with Van Group, one
2:22:15of the immediate changes we made, and
2:22:17we're selling premium websites there,
2:22:18was to start sending it from the
2:22:19founder, right? And have it be more
2:22:21conversational. Have it be plain text
2:22:22versus these big design graphics. So,
2:22:24people felt immediately like they could
2:22:25email or ask a question, and we'd
2:22:26encourage that. What project are you
2:22:27working on? Are you interested in a
2:22:28website? What did you like from the
2:22:30download that we put out? And all of a
2:22:32sudden, they're in a conversation
2:22:33quickly with the CEO, and that's part of
2:22:35the sales process. So, tool to have in
2:22:37your toolkit. But now, let's talk about
2:22:38flows and putting together flows. In
2:22:40Klaviyo, you click create, go to flows,
2:22:41click click create flow, and they're
2:22:43going to have a bunch of templates for
2:22:44this. It's the same thing in in Kit or
2:22:46Beehiiv or any of these. They're all
2:22:48going to have flow sections where you
2:22:49can create these automations. They'll
2:22:51have a bunch of templates. So, welcome
2:22:53series, build customer loyalty, that
2:22:55kind of thing. There's a whole bunch of
2:22:56inspiration you can get here by just
2:22:57filling some of these out. Let's look at
2:22:59browse abandonment. When we go through
2:23:00flows, some of the ones that are most
2:23:01important are going to be welcome when
2:23:03someone signs up, what emails do they
2:23:04get over time over a few week period,
2:23:06abandoned cart when someone leaves
2:23:07something in their cart, how are you
2:23:08sending them reminders to actually check
2:23:10out. Same thing with browse abandonment.
2:23:11Once you have them in a pixel, anytime
2:23:13they're browsing the website, even if
2:23:14they don't add something to a cart, but
2:23:15they're signed up to your email list,
2:23:16you can automatically trigger a browse
2:23:18abandonment email or multiple And same
2:23:20thing with other actions. Repeat
2:23:21customers when they're on their second
2:23:22purchase, their hundredth purchase,
2:23:23their year with you, whatever it is.
2:23:24Those are good automation triggers to
2:23:26have. We'll get advanced to talk about
2:23:27segmentation in a second. But basically,
2:23:28you can say, "Hey, I want to use this
2:23:29template." You can click in, and you can
2:23:30do it. You can name it. And then you'll
2:23:32see there's an action when someone does
2:23:34something. So, someone views a product,
2:23:35and you can add a filter. Like, "Hey, if
2:23:37they've bought in the last 2 days, don't
2:23:38include them here." How long do you want
2:23:39to wait, and then what do you want to
2:23:40do? And then you have conditions. This
2:23:42condition basically says, "Cool, I'm
2:23:43either going to text them if I have
2:23:44their number, or I'm going to email them
2:23:46if I don't have their number." And then
2:23:47what's it going to contain? What's the
2:23:48email look like? And you actually build
2:23:49out the segment from there. And so one
2:23:51of the best things you can do as a
2:23:52marketer if you want to do some work
2:23:54that is going to be able to help drive
2:23:56results over time and you're just
2:23:57completing it once it would be to set up
2:23:59those automations I just remember with
2:24:01really basic stuff in here. Just use the
2:24:02templates to start and we'll talk about
2:24:03getting advanced here next. So what's
2:24:05your actual workflow for this? I'd be
2:24:06looking at like every week, early in the
2:24:08week, Monday. What happened last week or
2:24:10what's going to happen this week we can
2:24:11get in the email rotation. What content
2:24:13got posted? What came out from the
2:24:15community? What happened in our
2:24:15business? What objections or things came
2:24:17up in sales calls or meetings? Ideally
2:24:19you're putting this to your end of the
2:24:20week recap. You already have some of
2:24:21this information made for yourself.
2:24:23Okay, let's actually get that in the
2:24:24email. Then I'd be asking, what can be a
2:24:25plain text email? What could we just
2:24:27write something? And ideally have it
2:24:28come from somebody and send. What would
2:24:30need design? So you can send it to a
2:24:31designer if you have one or you can have
2:24:33some graphics put together with ChatGPT.
2:24:35I'm going to include a set of skills and
2:24:37information that I've copied from
2:24:38somebody on X who did a great job at
2:24:40saying, how do you make more almost like
2:24:41UI looking graphics for this to have the
2:24:43right gutters and edges to make your
2:24:45emails better. That's something that's
2:24:46actually included in the zip pack you
2:24:47can get from this. Klaviyo also has
2:24:49inside of it has their composer agent
2:24:51that does an excellent job of making
2:24:52like basic graphics to this stuff. But
2:24:54you want to basically identify the
2:24:55topics, get them in production. Who's
2:24:56producing them? Are you doing it or is
2:24:57someone else doing it? And then set time
2:24:58on the calendar to actually get it done.
2:25:00And you want to have subject lines for
2:25:01those emails and have it be a flywheel.
2:25:03Again, the other assets you're doing
2:25:04should help inform this. You put out
2:25:06good video the week before, you got good
2:25:07things from a sales call, get that in
2:25:09the email. You shouldn't have to
2:25:09reinvent the wheel for this. Now a
2:25:11couple of advanced flows here. One is
2:25:13Outer Signal. Outer Signal attaches to
2:25:15your email list and will break your
2:25:16customers into different segments. So
2:25:18you'll be able to say, hey, if I have my
2:25:19customer list or my whole email list, do
2:25:21people fit in these big buckets? For
2:25:22instance, when we did this for a beauty
2:25:24brand I was working with, it was like,
2:25:25hey, we actually have we have a younger
2:25:26Gen Z customer. We have this kind of
2:25:27almost random middle-aged Latina
2:25:29customer. It's very different. We
2:25:30actually have a decent we have a 7%
2:25:32non-English as a first language base on
2:25:34here. How are we going to change our
2:25:35list? Oh, we should be sending Spanish
2:25:37emails to that segment. We should have
2:25:38different styles and messages to the Gen
2:25:39Z segment versus the middle-aged
2:25:41segment. You don't need to have 50
2:25:42segments, but begin to identify what are
2:25:43big changes we can make that will likely
2:25:45increase our open rate and our
2:25:46conversion rate. It's how you begin to
2:25:48think about this idea of segmentation.
2:25:49And what to do is to create a segment in
2:25:51Klaviyo is you can basically you can
2:25:52connect it to something like Outer
2:25:53Signal or you can do it based on actions
2:25:55or things you see. Multiple viewers,
2:25:56people who click the link. All of those
2:25:58are things you're enabled to to use to
2:25:59basically create a subgroup you can
2:26:01email or text. And if you want help with
2:26:03this, the Klaviyo MCP connects to
2:26:04ChatGPT. So when you can literally
2:26:06connect the two of those, you can just
2:26:08install the MCP and you can call on it
2:26:10anytime. This is an awesome thing to do
2:26:11in that weekly meeting that you're
2:26:12doing. Call on the MCP and be like, how
2:26:14could our email flows be performing
2:26:16better? What email content if we put out
2:26:17we should consider adding to any of
2:26:19these automations? We have this new
2:26:20persona data, should we consider
2:26:22creating a segment or not? And you can
2:26:23actually chat with it. And that becomes
2:26:24an actual good use of being able to just
2:26:26have a conversation partner who will
2:26:27look at the data for you so you're not
2:26:29actually having to bend through the data
2:26:30for hours and be able to recommend some
2:26:32of those things that you can try and you
2:26:33can put that on your objectives. Now, so
2:26:35what if you're not selling a product? So
2:26:36while Klaviyo's kind of the default for
2:26:39e-commerce email, ConvertKit and Beehiiv
2:26:41are great tools for just regular email.
2:26:44I'm more partial to ConvertKit, but it
2:26:45doesn't really matter. And so what
2:26:46they'll do is they those pieces of
2:26:48software help you create landing pages,
2:26:49so easy places for people to opt in with
2:26:51a form, and they have the same email.
2:26:53They're just more heavily weighted
2:26:54towards more text-based email than
2:26:55designed email. And that's a good thing.
2:26:57I'm a huge favor, even if you have a big
2:26:59brand, of more text-based email. People
2:27:01reading something and clicking something
2:27:02feels more natural. But it's the same
2:27:03exact thing, right? In your agency, what
2:27:05were your new clients? In your services
2:27:06business, you just finished new
2:27:07construction project. What content did
2:27:09you put out? It's the same
2:27:10communications cadence. People always
2:27:12think that this big D2C marketing is cuz
2:27:13it has glamorous stuff is so different,
2:27:15but it's really not. Maybe you have less
2:27:17lookbooks, maybe you have less products,
2:27:18but it's the same thing for a
2:27:19construction firm. Like, look at the
2:27:21progress in this new thing we're doing.
2:27:22Look at this new piece of equipment that
2:27:23we've added to the list. Meet this
2:27:24person from our team. We just got this
2:27:26new certification. On agencies, hey,
2:27:28these are the ads that we have working
2:27:29this week. A big new account we became
2:27:30the agency of record on. So these are
2:27:32all things you can think of, even if
2:27:33you're a freelancer or someone small, is
2:27:35is these lists and just sending out
2:27:36those updates and those texts and
2:27:37looking at the same thing every week.
2:27:39And look, one a week totally fine
2:27:41starting point. One a month is better
2:27:42than none. But it's your job as a
2:27:43marketer to come in with a plan for
2:27:44that. If you start looking at your weeks
2:27:46like this, hey, beginning of every week,
2:27:47what is our communications cadence? How
2:27:49am I basing that off what I did on
2:27:50social last week so I don't have to
2:27:52start from scratch. You'll see how all
2:27:53these things that we've talked about
2:27:54here, cuz we're about to get into
2:27:55supporting sales in a second which ties
2:27:57really well into it. It sounds all
2:27:58fragmented and complicated when you look
2:28:00at it from an outside perspective. When
2:28:01you begin looking at it as a flow, like
2:28:03every week you're checking in, you're
2:28:05actually reusing a lot of these things.
2:28:06Your great social piece became also a
2:28:08great email, became a great tool for
2:28:10your sales team, became an idea for
2:28:11another piece of content. It's how you
2:28:13begin to get into a flow as a marketer.
2:28:16If you are working on a modern marketing
2:28:17or trying to understand marketing, I
2:28:18would not be looking at PR as a
2:28:20fundamental thing to spend time on. But
2:28:21what I would be looking at is sales
2:28:23support, the second section of this
2:28:25portion of the video. How can marketing
2:28:27support a sales team? And so, what I
2:28:29mean by sales team, right? So, a couple
2:28:30scenarios. Well, if you work at a
2:28:32company that sells products, you
2:28:33probably have a sales team that's
2:28:34selling into retail at some point. This
2:28:36is a big part of my career in consumer
2:28:37electronics and beauty. And as a
2:28:39marketing team, we need to be able to
2:28:40provide support for the sales team to
2:28:42encourage retailers to bring in more
2:28:44product. Or how are we going to support
2:28:46them to move units off of the shelf and
2:28:48tell those compelling stories. Now,
2:28:49that's a few degrees removed in a lot of
2:28:51cases. It's not as tactical. But then in
2:28:53other companies, you're in any services
2:28:55business, you're in any business that
2:28:57has lead flow and sales people that are
2:28:59on the phone. I've worked on quite a bit
2:29:00of this, too. Now, this is super direct.
2:29:03The marketing team can have a profound
2:29:05impact on how that team performs. And
2:29:07doing this, when I talk about, you know,
2:29:09there's getting into marketing, there's
2:29:10getting into marketing you're excited
2:29:11about, there's working on cool stuff
2:29:12like social media or ads. And then
2:29:14there's the stuff that's going to make
2:29:15you a lot of money. And so, we look at
2:29:16things like, you know, retention and
2:29:18email automation, stuff we talked about
2:29:19there. But sales support is a surefire
2:29:22way to get yourself made money. I
2:29:23basically the rule is the closer you are
2:29:25to the dollars, the more money you make.
2:29:26So, a creative strategist has ended up a
2:29:28high-paying role cuz they're close to
2:29:29the money being made from ads. So, if
2:29:31you start to scale on ads, and a person
2:29:32is responsible for a lot of that, you
2:29:34can end up getting paid a lot. It's the
2:29:35same thing with sales support. And I
2:29:37would highly encourage you, especially
2:29:38if you're analytical or numbers-driven,
2:29:40but even if you're not, and you just
2:29:41want to say, "How can I progress in my
2:29:43marketing career to get into the sales
2:29:45portion of this?" So, let's break that
2:29:46down. And define some key terms to
2:29:48start. So, first is a lead. A lead is a
2:29:50person that has signed up for
2:29:51information from your company that a
2:29:52salesperson is trying to convert. That
2:29:54could be a retailer who's mentioned on a
2:29:55website or made a demo order on a
2:29:57website like Faire, who's considering
2:29:59bringing your product on. Could also be
2:30:01someone on your website who's signed up
2:30:02to get a consultation call or filled out
2:30:04the form, etc. Whenever anyone fills out
2:30:06the form on Darkroom to become a client
2:30:08of our agency, they are a lead. And the
2:30:09lead becomes a customer once sales
2:30:11people close them. And they are tracked
2:30:12in what's called a CRM. HubSpot's a
2:30:14great example of a CRM that most people
2:30:16know and use. So, that has a log of all
2:30:18of those leads, what their status is,
2:30:20when they came in, what sales rep is
2:30:21responsible for them, how many times
2:30:23have they been emailed, what's their
2:30:24likelihood of closing, what's the size
2:30:26of their business and detail. That gets
2:30:28housed in a CRM. So, what can the
2:30:29marketing team do here? The most
2:30:31important things are collateral. What is
2:30:33your sales team armed with for the
2:30:35closing process? For when someone signs
2:30:37up and says, "Hey, I'm interested." all
2:30:38the way to them becoming a customer. So,
2:30:40I'm going to walk through what the types
2:30:41of collateral that are helpful are. Now,
2:30:42I'm going to walk through what to
2:30:44actually use to make those. So, really
2:30:46important collateral for the first
2:30:47email. Someone signs up, someone opts in
2:30:49and says, "I want information about your
2:30:51business. I want to buy from you. Tell
2:30:53me more." What is the salesperson
2:30:54sending them? It's first email
2:30:56collateral, first touchpoint. Taking a
2:30:57step back, after they sign up, they
2:30:58probably get served a thank you page.
2:31:00What's on that thank you page? Does that
2:31:01prepare them for that call? These are
2:31:03important moments. Then we have
2:31:04collateral for the call itself. What
2:31:06decks are they walking through? What
2:31:07examples are they showing? Same thing
2:31:09with after the call. Once they're on a
2:31:10sales call, what do you follow up with?
2:31:12What actually gets sent by the sales rep
2:31:13to the person for them to convert? And
2:31:15this is important as you start to think
2:31:16about someone's buying, you know, if I'm
2:31:17buying a piece of software for my
2:31:19company, and I get on a sales call, I'm
2:31:21probably going to have to go to my boss
2:31:22and say, "I want to buy this piece of
2:31:23software. It costs X a month. Here's the
2:31:25justification." So, if the marketing and
2:31:27sales team makes it really easy for me
2:31:29to say, "Hey, here's the numbers, here's
2:31:30the comparison, here's all the reasons,
2:31:32here's other successful companies in my
2:31:33niche that have done it." When I forward
2:31:35that package to my boss, it's more
2:31:36likely to get approved, and I'm more
2:31:38likely to want to stand behind it and go
2:31:39make that sale. And then, an underrated
2:31:41one, over time, collateral for the
2:31:43upsell, right? Cuz often, say you sign a
2:31:45client onto an agency, you'll close the
2:31:46deal, but in 90 days they're evaluating
2:31:48their business. Is it good or is it bad?
2:31:49Or do you want to sell them more stuff?
2:31:51What are you equipped with as a sales
2:31:52rep to be able to do that? And so, why
2:31:54is marketing involved Well, marketing
2:31:55has a better line of sight on what
2:31:57assets you have, what videos you've
2:31:59made, what social media performs, what
2:32:00customers are saying, often has creative
2:32:02talent. So, for instance, when I ran
2:32:04marketing at Gel Blaster, I had the
2:32:06creative team and the design team
2:32:07reported to me as the head of marketing,
2:32:09as well as the e-commerce team, as well
2:32:10as the events team. But, if sales want
2:32:12to have really good-looking assets, it's
2:32:13coming through the design team, and we
2:32:14had a flow for that. They would request
2:32:16assets that they wanted to use. There's
2:32:17a form in ClickUp, it got assigned to
2:32:19designers, we would review it in regular
2:32:20calls, and I had to get we had to get
2:32:22eyes on. What is the sales team sending
2:32:23over? Hey, can we make this better? So,
2:32:25what to use for this? What do you want?
2:32:26What kind of collateral we make? So,
2:32:27first, a lot of this collateral is just
2:32:29stuff that gets pasted inside an email,
2:32:30or it is a PDF that is easily sendable,
2:32:33or perhaps it's a video or a designed
2:32:34graphic. That's really the toolkit. And
2:32:36so, I would consider your common FAQs.
2:32:38What do you hear on social media? What
2:32:39do you hear from the support team? Do
2:32:40you have a way to answer those, either
2:32:42with a PDF, or they're including some of
2:32:44those top questions or objections with
2:32:46answers already in the email that are
2:32:47message, or a video from the CEO that
2:32:49actually walks through those questions
2:32:52in a really personable way? Testimonials
2:32:54and case studies. Anytime anyone's given
2:32:56you a positive review, aggregate those.
2:32:58Any case studies you've done with
2:32:59customers, how they succeeded, this was
2:33:00the result, and you have that in a nice
2:33:01little one-page PDF that shows the
2:33:03results. The best content you have,
2:33:05high-performing or viral content is
2:33:06great to send. Hey, check out this
2:33:07recent video from us, we're going viral
2:33:09over there. This is especially important
2:33:10in retail, cuz they going to want to see
2:33:11you're generating attention that will
2:33:13lead people to want to get it on the
2:33:14shelf. Something I do all the time, I
2:33:15would always equip the sales reps with,
2:33:17"Here's the hottest stuff we have every
2:33:18week." Every conversation where you're
2:33:19touching a new lead, send them this cool
2:33:21new influencer campaign we did, send
2:33:22them this piece of organic content
2:33:23that's banging, make them feel like
2:33:25they're part of a movement. Infographics
2:33:26and data, so actual information on
2:33:28what's happening in the industry, what
2:33:30are trends like, what's this result
2:33:31we're seeing with this client or that
2:33:33client. Hey, this type of ad is getting
2:33:34X or Y or our approach to construction
2:33:37has this savings. What are stats you can
2:33:39quickly rattle off? Then comparisons. We
2:33:41were going to go compare against the
2:33:42field. How do you compare to other CRMs
2:33:44if you're selling a piece of software?
2:33:46How do you compare to other services
2:33:47firms, SEO? What is your difference in
2:33:49promise and can you outline that in a
2:33:51simple graphic or a easy stat someone
2:33:53can paste and send? But overall, sales
2:33:54collateral is an opportunity to show off
2:33:56your marketing and put together really
2:33:57useful things. And a lot of the things
2:33:59you create, all of this is a flywheel,
2:34:00right? You make a great testimonial
2:34:02video or PDF, well that's probably also
2:34:04something you should include in your
2:34:05email automation. It also might make a
2:34:07good walk-through video for an ad,
2:34:08right? All of this ties together. You
2:34:09start to think like that. You start to
2:34:11have your toolkit of all the different
2:34:12styles and things you do and you have
2:34:14all your references for the brand, of
2:34:15all the testimonials and things you've
2:34:17saved. You have this amazing like little
2:34:18functional box as a marketer that makes
2:34:20you really invaluable. Now, the other
2:34:21thing marketers should think about is
2:34:23making the most of leads. This is
2:34:24something that isn't technically
2:34:25marketing's responsibility in a lot of
2:34:27cases. There's lines as to where
2:34:29responsibilities go inside of different
2:34:31organizations of lead management and
2:34:33sales, but it's really important if
2:34:34you're generating email subscribers or
2:34:36you are generating people that have
2:34:38signed up for a sales call as marketing,
2:34:39that's one of your stats. What sales
2:34:41done with that and how well they close
2:34:42those is going to basically determine
2:34:44how much value comes from your work. And
2:34:46so I'd be very invested in the sales
2:34:48process. And so a few things worth
2:34:49knowing about to consider there. The
2:34:50first is speed of response. Anyone who's
2:34:53been a part of sales knows that the
2:34:54faster that your sales team touches a
2:34:56marketing lead after they come in, the
2:34:58higher the chance of close there is. So
2:35:00for instance, if you were on a webinar
2:35:01about whatever and you signed up for
2:35:02informational call, if a sales rep calls
2:35:04you right away, you're called within 60
2:35:05seconds. You're wow, I just signed up
2:35:07for that and you're having a convo,
2:35:08you're already warm. If that's 2 days
2:35:09later and they call and you're like,
2:35:10what webinar was that again on Sunday?
2:35:12Okay, what was the topic? Speed is huge.
2:35:15And so you should be pushing for that
2:35:16for the sales team. Like how fast can
2:35:18they touch new leads and monitoring that
2:35:19and encouraging it to be like basically
2:35:21moving as quick as possible. Then the
2:35:23number of touches and equipping them for
2:35:24this. Like how many times they actually
2:35:25talk to these leads? We found when I was
2:35:27selling high ticket stuff in outdoors,
2:35:29it was like our 11th touch. And this is
2:35:31a sale with an average order value of
2:35:32like nine grand. The 11th touch was most
2:35:34likely to convert. This is just me being
2:35:35an insane person measuring this cuz I
2:35:37really cared. I was bonus on the back
2:35:39end off of it. But when we had that
2:35:40stat, we were able to equip the sales
2:35:42team to be like, "Hey, actually like
2:35:43there's these jumps. So you people
2:35:44either convert right away on the first
2:35:45or second touch or it takes like 11
2:35:47times of emailing or calling them to
2:35:48convert." And you're like, "Oh, okay.
2:35:49Well, now they know. I'm going to make
2:35:51my money. I'm going to get my commission
2:35:52whatever if I get to that amount of
2:35:53times." And equipping them to do that.
2:35:55What's email three? What's email five?
2:35:56Why is this reason to call? And those
2:35:58can be timely things like you have some
2:35:59sort of special or it's Labor Day or
2:36:01hunting season came and whatever is
2:36:03important to your niche. And it can be
2:36:04just like new content and new awareness.
2:36:06So amount of touch points. And then
2:36:08triage is big, too. So when we talk
2:36:10about social media, what you can do in
2:36:11different social media that makes a
2:36:12difference, identifying those leads is
2:36:14huge. So for instance, if you're doing
2:36:15one of those LinkedIn campaigns we
2:36:16talked about where all your employees
2:36:17are posting on LinkedIn, the smart
2:36:19companies that act on that are triaging
2:36:20it. If people comment or if anyone on
2:36:22the team is getting a new follower, if
2:36:24they are qualified, if they look like
2:36:25the kind of prospect that's the right
2:36:26person to buy from the company, right
2:36:28ICP, right business size, having a slack
2:36:30channel where you just send those to
2:36:32sales. Send the link to that. So those
2:36:33people can also add them as a follower
2:36:35and be like, "Hey, so I connected with
2:36:36my colleague blank." Or you can do a
2:36:37handoff. You can message that person
2:36:39once they add you and be like, "Awesome.
2:36:40So cool to hear you're interested. Mind
2:36:42if I connect you to Corey who could tell
2:36:44you more about it?" Right? Triaging and
2:36:46working through that sales basically
2:36:47takes it from, "Hey, we're generating
2:36:48this interest. We're helping convert
2:36:49that interest." Same thing in the
2:36:50Instagram DMs. Everyone always talks
2:36:52about, "Oh, I want to go viral. I want
2:36:53to get views." Like, "Okay, do you have
2:36:542,000 followers?" Say you're a roofing
2:36:56company in the Northwest. How many of
2:36:58those people that are following you? You
2:36:59can go see where they live. All right,
2:37:00they're in the Northwest. We're sending
2:37:01them a DM like, "Hey, saw you followed.
2:37:02Thinking about a new roof?" All of a
2:37:04sudden, those sales tradeoffs and
2:37:05working together on that help your
2:37:07companies grow. And a lot of times
2:37:09marketers are afraid of it. And I'm here
2:37:10to tell you, if you want to make money,
2:37:12you want to be successful in your
2:37:13career, lean into it. If you're the kind
2:37:14of person that's into that, you'll
2:37:16notice that the leaders and the sales
2:37:18leaders are way more supportive of you,
2:37:20real quick. Their tone about marketing
2:37:21changes completely when you're helping
2:37:23them move revenue, which also means all
2:37:25your other initiatives and things you
2:37:26want to do get easier to approve. And
2:37:28all of a sudden, when you're asking for
2:37:29money and you're being like, "Yeah,
2:37:30look, I'm helping drive the sales
2:37:31process." It's the easiest way to get
2:37:33more money. And if you the org you're
2:37:34working with, the sales people don't
2:37:35understand it, look for the hungriest
2:37:36sales person. Get one sales person on
2:37:38your team as a marketer that you can
2:37:40work closely with. And usually it
2:37:41doesn't have to be the best one. The
2:37:42best sales people tend to be kind of
2:37:43complicated to deal with. Means getting
2:37:44the hungriest sales person, the person
2:37:45that wants to do the work, that will dig
2:37:47through this stuff with you and work
2:37:48with you, who's like just hungry for the
2:37:49commission cuz they're having a baby or
2:37:51whatever it is. Think through those
2:37:52dynamics and work closely together on
2:37:54it. And the last thing I'll note here, a
2:37:55great workflow for you, is sales call
2:37:58notes. If your brand is doing sales
2:38:00calls, first make sure that they're
2:38:01recording it. Granola's obviously really
2:38:02popular for this. Fathom, there's a
2:38:04bunch of different softwares that will
2:38:05actually record sales calls and
2:38:07basically make notes from them. But this
2:38:08is your best friend as a marketer. Is
2:38:10take those notes. Like Granola has an
2:38:11MCP right in the ChatGPT. Take those
2:38:13notes, pop them right over, and
2:38:15literally ask for what content should we
2:38:16be making to handle objections? How
2:38:18could marketing do better to prepare
2:38:19sales for this sales call? What kind of
2:38:21feedback could we give them? What
2:38:22customer pain points should be
2:38:23reinforcing versus the copy that's
2:38:25already on our website? You now have a
2:38:26queryable tool based on real sales
2:38:28information. This is like shockingly
2:38:31enabling compared to the world we were
2:38:34in, right? Everyone talks about like the
2:38:35AI era marketing. People are all
2:38:37equipped to do all these crazy things.
2:38:39You could hook all these things together
2:38:40and auto generate this or that. Awesome.
2:38:42Those opportunities totally exist, but
2:38:44you know what's also extremely powerful?
2:38:45Having access to every piece of data
2:38:47from every sales call, not having to
2:38:48parse through it, being able to get
2:38:49summaries of that, being able to use
2:38:51that to inform what marketing choices
2:38:53you made. Just is the kind of thing we
2:38:54would spend hundreds of hours having to
2:38:56do manually if we did it all before, and
2:38:58that's now all at your fingertips, very
2:39:01easily. Well, thanks for bearing with me
2:39:02through the tactics. Now we're here to
2:39:04the part where everyone's excited about,
2:39:05putting together marketing campaigns and
2:39:07thinking holistically about this. So,
2:39:10let's actually whiteboard out a
2:39:11marketing campaign. This is the same
2:39:12exercise you should do when you're doing
2:39:14campaign planning. I do have a 30-minute
2:39:16complete campaign video as well that I
2:39:18will include in the collateral if you
2:39:20want to dive deeper into this, but let's
2:39:21do the quick version. So, first we have
2:39:23stages of a campaign. So, we're going to
2:39:24go stages over here. So, what do we mean
2:39:26by that? So, first is your teaser.
2:39:28Before the campaign announces, how do
2:39:29you get people excited about it? Then
2:39:31you have the actual campaign asset
2:39:32itself. So, we have what what we'll call
2:39:34the campaign. This will be your your
2:39:36your big videos and release and all the
2:39:38core assets. You have your unveil.
2:39:40Unveil is the first time you actually
2:39:42see the product or walk through the
2:39:44product and what it does. And then we
2:39:45have sustain, which is what happens with
2:39:47the campaign over time. So, let's
2:39:49actually break these down. So, for every
2:39:50one of these stages, you have internal.
2:39:52So, basically, you are going to for each
2:39:54one of these, map to what am I going to
2:39:56do on my social accounts, via our email
2:39:59and SMS, our website, our stores, our
2:40:01physical retail. Let's put physical if
2:40:03you own anything you operate inside of
2:40:05it. What are we going to do inside of
2:40:06our ads? And each one of these stages
2:40:07will have a different one. You may put a
2:40:08social media teaser out. You may be
2:40:10putting an ad out to get people to join
2:40:11the waitlist to go towards it. You may
2:40:12be having signs that go up inside of
2:40:14physical retail saying blank is
2:40:15launching soon. Website may have a
2:40:17section, you know, a pop-up that says,
2:40:19you know, something big is coming. Email
2:40:20and SMS is being like, "Hey, come tune
2:40:21in to the launch event that we do on on
2:40:24the campaign day." And then same thing
2:40:25on these other ones, too, right? When
2:40:27you actually do the campaign, you send
2:40:28it you put it on your website, you send
2:40:30it out to your email list. Unveil, what
2:40:31I mean by this is the first time anyone
2:40:33walks through the product or actually
2:40:34sees the whole product for the first
2:40:35time. This is a really important asset
2:40:37because those walk-through assets are
2:40:38the best ones to live on the product
2:40:40page in your website, often as a high
2:40:41performer on ads, especially to your
2:40:43existing kind of targeting group. And
2:40:45then sustain is important cuz sustain
2:40:46kind of happens over time. You may
2:40:47create a lot of assets around this, but
2:40:48you realize, "Hey, it's a long summer.
2:40:50We're doing this big summer campaign.
2:40:51We're going to keep adding stuff onto
2:40:53it." And we're going to base that off of
2:40:54feedback. From everything that happens
2:40:56here, we are going to get feedback,
2:40:58questions, ideas, things that come. You
2:41:01feed those into the sustain section of
2:41:03how you keep it going over time. And
2:41:04sometimes we'll even get what we call a
2:41:05refresh here, too, where you're like,
2:41:07"Man, this product's been out for 6
2:41:08months, we still got to keep selling it.
2:41:09We need to actually do another stage of
2:41:11this campaign as well." Just something
2:41:12doesn't always happen, but worth calling
2:41:14out. But with internal, you also have
2:41:15external. This is the biggest thing if
2:41:17you I can encourage you to do anything,
2:41:18you have to think about this, too.
2:41:19Everyone always kind of focuses on their
2:41:20internal for campaigns. External is
2:41:22partners, okay? Can we get a company
2:41:24that we're involved with to also promote
2:41:26at the same time? If you do have
2:41:27retailers or VARs or anyone that
2:41:29actually helps sell your product, how
2:41:30are they promoting it? Influencers and
2:41:32creators. If you are how are you working
2:41:34with people with their own audiences to
2:41:35anchor into that? Are you seeding
2:41:37product? Any of the things we talked
2:41:38about inside those strategies. PR,
2:41:40magazines talking about it, trade stuff
2:41:42talking about it. Are we on podcast?
2:41:43What does all that look like? And you
2:41:44have your combination of internal plus
2:41:46external at all these stages. It's going
2:41:49to equal your campaign. And the more you
2:41:51do on all these and the more power of
2:41:53the assets you have, the more efficacy
2:41:54you have. But it's worth This is This is
2:41:56the map. This is what you do. You sit
2:41:57down and go, "Hey, we have these four
2:41:58stages. What are we activating for each
2:42:00of them, internal and external? And then
2:42:01what are our ideas, what assets are we
2:42:03creating?" And you do the same exact
2:42:05thing we talked about before. You need
2:42:06an asset list. And first for anything,
2:42:08you need your position. What are we
2:42:09doing for this campaign and why? So,
2:42:10your position and idea, that goes into
2:42:12your asset list, all the things that you
2:42:14want to create here. The asset lists
2:42:16need dates and uh stakeholders. Who
2:42:19actually is in charge of getting it
2:42:21done? And then what So, we talked about
2:42:22before, you need your work back. When do
2:42:24you need to do it? Who needs to review
2:42:26it? When do you start to actually put
2:42:27this together well? Tie that back into
2:42:29that world brief we built, you're going
2:42:30to have all these campaigns that go
2:42:31throughout the year. And now you are
2:42:33doing real marketing. That's that. So, I
2:42:35want to talk about last in narrative is
2:42:37internal narrative. How you actually
2:42:38create consensus in your company around
2:42:40your marketing. Now, I believe that
2:42:42marketing people need to be proactive
2:42:43communicators cuz it's so hard to
2:42:45justify what's happening on the fringe
2:42:46of marketing to people that don't
2:42:47understand it. But what people really
2:42:49want from their marketing team and their
2:42:50marketing people is they want to feel
2:42:52comfort that they know what they're
2:42:53doing, that they're creating measurable
2:42:55ROI, and that they care, right? And so,
2:42:57my number one recommendation for this,
2:42:58no matter what role you are in, is to
2:43:00communicate up on a weekly basis. What
2:43:02do I mean by that? So if you're an
2:43:03individual contributor, emailing your
2:43:05boss every week and being like, here's
2:43:06the wins we had this week. Here's the
2:43:07things I did and here's where like the
2:43:09outsized results were. Here's what I
2:43:10have going in the next week. Here's what
2:43:11my priorities list are. I'm going to
2:43:13work on this, this, this, and this. And
2:43:14then here's what my blockers are. Here's
2:43:16things that I can't do because I'm
2:43:17waiting on somebody or we don't have a
2:43:19consensus on or an agreement or a budget
2:43:20I need a decision on. Let me break down
2:43:22why this is important. First, you need
2:43:24to call out things that go well in
2:43:25marketing or no one's going to notice.
2:43:26Hey, this post out performed what we
2:43:28thought. Hey, we got more revenue online
2:43:29than we thought. If you're not calling
2:43:30out and cheerleading your wins, no one
2:43:32will and I would highly recommend doing
2:43:33that. And if someone feels like it's not
2:43:35worth calling out, then you're in the
2:43:36conversation about it. You need to be
2:43:37working through those things with
2:43:38people. The actual what's next is
2:43:40important too, so people know what your
2:43:41priorities are, know what you're working
2:43:43on. If someone else has asked you from a
2:43:44different department to do something or
2:43:46you're doing something you don't agree
2:43:47with or they have a priority to add, you
2:43:49can do it. And the blockers is also
2:43:50important so people need to know if
2:43:51something's not done, why? If you're
2:43:53ahead of that, it begins to prevent all
2:43:55these things happening at the last
2:43:56second and is able to actually get you
2:43:58the messaging of this thing didn't
2:44:00happen because of X. Yes, I communicated
2:44:02that. I told you two weeks ago we didn't
2:44:03have X and Y and you begin to get
2:44:05expectations out of other people. And
2:44:06then below that, I'd put whatever
2:44:07reporting you can. So we talked about
2:44:09pulling that from meta ads, you're
2:44:10actually recapping the ROAS and what's
2:44:12performing and how it is week over week.
2:44:13Talked about doing the same thing with
2:44:14Klaviyo and ConvertKit and the MCPs
2:44:16there. Basically put in the summaries of
2:44:18the data of what you've done. How many
2:44:19leads came in? How many views? What are
2:44:21those KPIs? Put them in every week. I
2:44:22guarantee you your bosses probably won't
2:44:24even look at it. Probably won't even
2:44:25measure it, but they care that you're
2:44:27measuring it, that you care, that you're
2:44:28putting the data into those analytics.
2:44:30And then this rolls up. When I was still
2:44:32leading marketing teams, I would
2:44:33assemble these from my team leaders. I
2:44:35had a design team lead, I had a content
2:44:36team lead, I had a e-commerce team lead,
2:44:38and I had a media buying team lead. And
2:44:40they were sending me their recaps and
2:44:41events. We had a we had a field team,
2:44:42too. They're sending me, what are your
2:44:43wins? What's up next week? What are your
2:44:45blockers? What are your stats? And then
2:44:47I'm cherry-picking from that. Here's the
2:44:48team's biggest wins. Here's the team's
2:44:50biggest blockers. Here's the team stats
2:44:52that matter. and recapping that to the
2:44:53executive team, so they know what the
2:44:55marketing team's focused on. And guess
2:44:56what? They rarely, if ever, had any
2:44:57questions cuz they could go check
2:44:58exactly what is going on, what we're
2:45:01measuring and why. And if I'm calling
2:45:03out a blocker to the executive team
2:45:04that, "Hey, this woman needs this to get
2:45:06the events job done. It hasn't gotten it
2:45:07from sales." I'm able to actually
2:45:09advocate for my team and then the people
2:45:11know, "Hey, this person's going to hold
2:45:12everyone accountable to get what they're
2:45:14going to get done done." And I can do
2:45:16the same thing with them. That was an
2:45:17important way to put marketing through
2:45:19and a great opportunity to facilitate
2:45:21conversations. I would highly recommend
2:45:22instituting that into your flow. It's
2:45:24easier than ever. It is a once-weekly
2:45:26email. It will change your life and the
2:45:28arc of your marketing career. All right,
2:45:29if you have made it all the way to here,
2:45:31you are one of the real ones. We have
2:45:32covered all of the core of marketing in
2:45:35the modern era. So, what do you do now?
2:45:38Now you have all this information, what
2:45:39are you going to do to act on it? So, I
2:45:41want to end with encouraging you to do
2:45:43the exercises. Put this stuff here into
2:45:45action with your brand, with a client,
2:45:47with a friend, workshop it and make
2:45:49content about it. But the brand world
2:45:51whiteboard we did, the attention to
2:45:53sales pipeline exercise that you saw,
2:45:55picking an archetype for social media,
2:45:57making a landing page for your product,
2:45:59making a project in chat GPT for the
2:46:01brand that you work for, these are
2:46:02crucial things that if you just start
2:46:04acting on it, you become the person that
2:46:06does it, it will transform your career
2:46:08no matter where you are at. And so,
2:46:10what's next? First, get the downloads.
2:46:12There is so much in there. You get the
2:46:13content oracle, you get the landing page
2:46:15generator, you get the skills. We put so
2:46:17much work into these. I want you to use
2:46:19them. I'm doing a community call soon
2:46:20where I will answer any questions you
2:46:22have from the comments. If you're
2:46:23dealing with a specific brand problem or
2:46:25career problem or a messaging or
2:46:27positioning issue I might be able to
2:46:28help with. I will dive into as many as I
2:46:30can in the comments and I will also rip
2:46:32through a bunch in the community call
2:46:34and post that. If you want to work with
2:46:36me and the team on things like this, at
2:46:37Darkroom we work with growing brands.
2:46:39It's not for small brands, it's for
2:46:41eight-figure brands plus. But if you are
2:46:43in that category and you want to crush
2:46:44growth marketing and retention with us,
2:46:46our info is below. And then a huge thank
2:46:48you to Open AI and ChatGPT because
2:46:50without them this could not be free. I
2:46:52didn't think about doing this for
2:46:52creative direction next. We'll see what
2:46:54happens. But thank you all so much as
2:46:56always for watching.

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