In a discussion on effective marketing strategies, the speakers highlight the importance of meeting customers where they are to successfully sell a product or service. The main speaker, recounting personal experiences in fitness and dental marketing, emphasizes the concept of 'giving people what they want to give them what they need,' illustrated through the 'Ham and the garlic' anecdote. This approach involves initially offering a desirable entry point, such as a quick fix, to build trust and then educating customers about long-term solutions. The speakers suggest that by understanding and relating to the customer's current perspective, businesses can guide them towards more substantial, beneficial outcomes.
It's what's going on, everyone. In this short video, I want to tell you a story about how you can position your marketing in a way that gets a lot more people to respond to it, independent of whether you may like it or not.
The quote from Speaker A introduces the central idea of the video: how to effectively position marketing to engage more people, regardless of personal preferences.
Welcome to the game where we talk about how to get more customers, how to make more per customer, and how to keep them longer, and the many failures and lessons we have learned along the way. I hope you enjoy and subscribe.
Speaker B's quote provides an overview of the podcast's themes, focusing on customer-related strategies and the value of learning from past experiences.
When I was starting out, right, I. I struggled to get people to buy what I knew would help them, right? So when I started in fitness, I wanted to say, hey, there's a sustainable way to look the way you want to look. You just need to learn how to count your macros and do resistance training. And if you do that, you look the way you want to look. But for whatever reason, my marketing that talked about that, because I knew it was true, didn't get people to respond, right? And I didn't get any new customers, even though I knew I was saying the truth, right.
This quote from Speaker A illustrates the disconnect between marketing that is truthful and the actual response from potential customers. It underscores the challenge of convincing people to engage with a product or service based on factual information alone.
And later on in my career, before I learned this lesson, I was doing marketing for a dentist and I was running ads and we had landing pages that we had built and it was working. And he called me up furious, and he was like, this looks horrible. This is terrible for my brand. I would never sign up for something like this. And I was like, well, it's a good thing that you're not your customers. You already have nice teeth, right?
Speaker A's quote emphasizes the importance of tailoring marketing efforts to the target audience rather than to the personal tastes of the business owner. It demonstrates that successful marketing often requires a focus on what appeals to customers, not necessarily what the business owner prefers.
And so the story that drove this home for me was a story that's become famous in our community called the Ham and the Garlic. And so the way the story goes is there was a little kid, and he was incredibly excited to please his dad, right? And his dad one day decides to give him a dog and says, listen, son, you got take good care of this dog. And if you don't take
The quote from Speaker A introduces a story meant to encapsulate a marketing lesson about customer perspective. The story is set up to show the importance of aligning marketing efforts with what is pleasing to the customer, rather than what one thinks is best.
good care of the dog, then it means you're not responsible, all right? So you got to take good care of it if we're going to buy it.
This quote establishes the premise that pet ownership comes with the obligation to be responsible. The father is teaching his son that caring for a pet is a serious commitment.
And so one day the dad goes to work a couple of weeks later, and the kid sees the dog, he's playing with him, and he notices he's got ticks all over him. And he's like, oh, my God.
The quote highlights the son's shock and concern upon discovering the dog's condition, indicating his emotional investment in the pet's well-being.
And the grandma says, ah, miho, you just have to give the dog some garlic. All right, so go feed him some garlic, and then the ticks will go away.
The grandmother's advice introduces a traditional solution to the tick problem, showing the family's reliance on home remedies.
And she says, mule, did you just try and give him the garlic straight up? He's like, yeah. He says, you have to wrap it in ham.
This quote demonstrates the need for creativity and adaptation when the initial solution to a problem is ineffective. It shows the importance of persistence and thinking outside the box.
the dog eats it, and then an hour later, the ticks start crawling up the wall because the dog starts sweating out garlic, whatever, right? And the kid feels saved because the dog is taken care of and the dad still is proud of him, et cetera.
The quote captures the successful outcome of the situation and the son's relief at resolving the issue, which reinforces his sense of responsibility and the father's trust.
But the moral of the story is that you have to give people what they want in order to give them what they need. And so many times, people are not at the perspective from which they don't have the perspective. They don't have the context to understand what you're saying, because you already in the know.
This quote encapsulates the core message of the story, highlighting the necessity of communicating in a way that is accessible and appealing to the audience, especially when they may not have the same level of understanding or context as the person providing the information.
Would love to talk to you. And if you like that, or would like to hear more about it, go to acquisition.com.
This quote is an invitation to business owners who are looking to scale their businesses to a much larger size, directing them to a resource for further information.
And so you have to go back in time to before you knew what you know now and meet people where they're at and then walk them across the bridge to where you need them to go.
This quote emphasizes the need for business owners to empathize with their customers' initial states of knowledge and needs, suggesting a tailored approach to guiding them towards more sophisticated solutions.
And so when we started marketing fitness, we would market short duration, challenges, detoxes, things like that, because we knew that people who were in that state of mind, what they want is a quick fix, right?
This quote illustrates the initial marketing strategy used to attract customers by offering solutions that align with their immediate desires, in this case, quick fixes in the fitness industry.
And then once we earned their trust, we said, hey, I know we had some success in this first few weeks, but you're not here just for a few weeks because you don't want to gain it back right.
This quote shows the transition from fulfilling immediate customer desires to building trust and then introducing the idea of long-term goals and sustainable results.
You really want this to be a long term thing because if you lose it and gain it back, what's the point?
This quote reinforces the importance of setting long-term goals with customers, highlighting the futility of short-term solutions that don't offer lasting benefits.
And at this point, we said, this is the garlic. What you need to do is you need to learn how to count your calories. You got to learn how to eat macros. You got to learn how to train for real.
This quote details the "garlic" or the essential components of the service that customers need to engage with for long-term success, which includes educating them on nutrition and training.
But it took the ham to get them in the door.
This quote summarizes the strategy of using an initial, attractive offering ("ham") to engage customers before introducing them to the more substantial, beneficial aspects of the service ("garlic").
And so right now, you may have something that you're trying to market in your business and you're trying to get new customers in the door, and you're marketing from a position of already knowing the answer.
This quote addresses the common mistake of marketing from the business owner's perspective, with the assumption that potential customers understand and value the long-term solutions from the outset.
And you may shake your f
This incomplete quote suggests a continuation of the discussion on the challenges faced when trying to attract new customers, potentially addressing the disconnect between what the business offers and what the customer initially seeks.
"I'd encourage you to shift your perspective from saying this is the truth to this is their truth right now, and I need to meet them where they're at."
This quote emphasizes the importance of recognizing the audience's current perspective and adapting communication to align with that viewpoint for effective marketing.
"You have to give them what they want in order to give them what they need."
This quote illustrates the marketing strategy of initially offering something desirable to the audience to build a bridge towards introducing what they ultimately need.
"And so that story has always stuck with me because it applies to any type of coaching or mentor, mentee relationship or really anything that you're marketing to the public where you need them to break a belief in order to consume your service or get the result that you need them to have or that they really need for themselves."
This quote discusses the applicability of the transformational journey approach in marketing, particularly in contexts where the audience needs to overcome existing beliefs to benefit from the service or product.
"You can begin with the end in mind, but you do not begin with the end. You have to start where they're at and then tape them along the journey, the same one you did, so that they can get to where they want to go, which is where you know is going to be the best place for them."
This quote advises marketers to have a clear vision of the desired outcome but to initiate the marketing process from the audience's current position, leading them step by step towards the goal.
"I'm sure there's buttons and things that you can click, can learn more and all that stuff."
This quote suggests that there are interactive features, such as buttons, associated with the marketing content that can provide additional information or engagement opportunities for the audience.
"But anyways, keep being amazing. Have an awesome day and I'll catch you soon. Bye."
This quote serves as a friendly and uplifting conclusion to the marketing message, implying ongoing support and future engagement with the audience.