It's widely believed you have to always give the customer what they ask for. This is a fallacy in a sales and marketing environment. Example: Data shows you make more sales when you take controls off a webinar replay. If you asked people what they'd prefer for a replay, they would say they'd want the ability to hit pause or scroll through the video. What your customers like isn't always what's best for your marketing. There's value in controlling the frame. No one asks for a 2-hour webinar with a pitch at the end. Yet you can't argue with the sales that webinars can produce. Something to consider when designing your marketing. “If I had asked people what they wanted, they would have said faster horses.” - Henry Ford.

This is the question I've been thinking about this for the last few weeks. In my opinion, it's the toughest marketing channel to break into because they need to pay thousands of dollars into the platform(s) without a clear idea of what they'll get out of it. It's a tough pill to swallow. There are some tools that can help you estimate what you'll get, but in my experience, they're ballpark estimates at best and sometimes completely off. The best way to get some data is straight from the platform. Too often the owners want to "dip their toes in the water" which works to a limited extent. If they're not spending enough it'll take weeks if not months to get enough data to optimize the accounts effectively, they'll get occasional leads but nothing consistent, and they won't get enough conversions to leverage the power of the machine learning and AI the platforms have. And the worst part is that they start to believe that paid ads are inconsistent and won't work for their business because this test didn't work for their business and they won't want to try it again in the future, stunting the potential growth of the business. As I've been meeting with potential clients, I have to qualify them well and make sure they're ready to take the step into paid ads. I've had to turn away a few because I knew I couldn't get them the results they wanted. What are your thoughts? Am I onto something here or over-exaggerating in my echo chamber? I've worked a good amount with other channels and they don't seem to have as high of a bar for entry.

Link to video: https://www.youtube.com/watch?v=reisEL_D7xc&t=3486s 5 Golden Nuggets That I learned From Hormozi's Video: 1) There’s Only 4 Ways To Let People Know About Your Stuff - Warm outreach (Example: Calling Friends / Family) - Cold Outreach (Example: Cold Calling / Door Knocking) - Making Content  - Running Ads IF YOU ARE NOT SPENDING YOUR DAY DOING ONE OF THOSE CORE FOUR THINGS, YOU ARE NOT ADVERTISING. YOU ARE NOT MARKETING YOUR BUSINESS. YOU ARE NOT MAKING MONEY. THE FIRST 4 HOURS OF YOUR DAY IS ADVERTISING. LETTING PEOPLE KNOW WHAT YOU DO. BECAUSE WITHOUT ADVERTISING, YOU DON’T MAKE MONEY. 2) Scaling Framework 🤯 💰 When you are at 0 - 6 Figures, you sell one product, to one avatar, on one marketing channel. That’s it. No shiny object. No multiple channels. When you go from 6 - 7 Figures, you sell one product, to one avatar, on one marketing channel, CONSISTENTLY. When you go from 7 - 8 Figures, you go one avatar, one marketing channel, two products (Upsell / You sell something else), CONSISTENTLY. When you go from $10,000,000 - $50,000,000+, two marketing channels, one avatar, two products, CONSISTENTLY. 3) Say What Only You Can Say Show What Only You Can Show *TALK ABOUT THE THINGS YOU HAVE DONE, RATHER TELLING PEOPLE WHAT TO DO. IT’S HOW I VS. HOW TO.* Marketing Agency Example: *Show. Not tell.* Instead of saying: “Hey, I am going to get you leads!” What I want to do is get on a sales call and I am going to play what a live lead for one of my clients sounds like. Then say: “Do you think you can take 50 of these high quality leads per month?” 4) $ YOU GET FAR MORE LEVERAGE BY DOING THE SAME THING 100 TIMES THEN DOING A 100 THINGS AT ONE TIME. $ 5) We Need To Be Reminded More Than We Need To Be Taught PS - Don't watch the video if you don't want to help more people and make more money.

Quick tip for those of you who want to a sure-fire way to increase response. (This works particularly well if you are doing cold outbound.) Appeal to the ego. As the saying goes: "Flattery will get you everywhere". Wanted to share two emails employing similar tactics. Email 1: A cold pitch I got 6 days ago from a lead generation company Email 2: An email I got 5 years ago from Dean Graziosi’s team. Notice the following: - The frame has been shifted so it's more in-direct. By having the email come from another person it helps lower sales resistance. This is disarming so it doesn't feel like you're being sold to. - In both instances you are being talked about. (in a neutral or even good way.) This makes you feel more important and strokes the ego. Important people get talked about, so if you are being spoken about behind closed doors, you are more important as a result. - What works in cold outbound can work pretty well in email marketing (and vice versa). Go learn sales and apply that to your marketing. Fun fact: When I taught myself copywriting, I would go and do social experiments & I even took on multiple sales jobs (cold calling, door knocking & customer research). I still use those insights to this day and it's helped give me an edge online when I have to write stuff to convert people. Hopefully this helps. @Sam Swirsky, thank you for the inspiration with your post on a little honey goes along way. Reminded me of this. 💪

If you don’t I will. 😈 Here’s why: BIG Picture: The real value in this group is who’s going to be in it (and who’s already here). You don’t have to post valuable stuff in the channel. (You can if you want, and I encourage you to.) However, I do want to make you aware of one of the ways this group is being built. Because over an extended period of time, it can represent a lot of value for you - when you need it. This group (in part) is becoming a rolodex for each of you. Independent of the other benefits you’ll get. What’s a Rolodex? A Rolodex = a contact list of people who you can call & reach out to who have got your back. (Or have skills you need.) Whether you give each other referrals or work, create campaigns together, or whatever else you decide. I’d like to build a community here where you guys can collaborate to make each other more successful at the various projects you’re working on. To help each other out best, you guys need to know each other. Or at least introduce yourselves. Therefore, please introduce yourself now. (You can do so with a comment below, and I’ll pin this post.) Final note: On the topic of this being a Rolodex… Here’s some more context about this group. About a year ago, I spent an entire quarter finding the brightest marketing minds who secretly work behind the scenes. The men and women who are involved in the larger companies in our respective spaces. After all was said and done, I complied a Google Doc 27 pages long of talented individuals who can: - Spend millions on ads profitably. - Build funnels that convert people - Write VSLs and webinars - Build CRM’s - Make direct-response ads which can scale - Explode social media accounts And so on… Guess what? Who do you think is joining this group at the present moment? For example, @Jimmy Contrini joined yesterday. Jimmy helps build big brands on social media. He was a content strategist for Gary Vee and helped build the Hormozi content team over the last two years.