How to Get Leads Consistently (without Boredom) Ep 156

Summary Notes


In a discussion about effective marketing strategies, the speaker emphasizes the importance of consistency and understanding the unchanging core desires of the target audience. Using analogies from Henry Ford's advertising approach and the news industry, the speaker, whose identity isn't disclosed, illustrates that while marketers may tire of their own content, the audience is often experiencing it for the first time. The key to successful advertising is to identify "message buckets" that resonate with the audience and to craft stories within those themes. Personal elements in these stories make them relatable and credible, which is essential for converting ads into leads. The secondary speaker, presumably the host, briefly promotes their book "100 Million Dollar Offers" as a valuable resource for the listeners.

Summary Notes

Introduction to Marketing Consistency

  • Speaker A emphasizes the importance of consistent marketing and knowing that ads will convert.
  • The marketing team experiences fatigue from creating similar ads repeatedly.
  • There's a desire to innovate and create new content, but it's important to remember that the core desires of the target audience (avatar) do not change.
  • Speaker A provides two analogies to illustrate the concept of marketing consistency.

What's going on, everyone? Happy Friday. Hope you guys are having a fantastic Friday. I wanted to make this because I literally just got off the call with my marketing team, and I just gave these two analogies, and I thought they're really good about how to consistently market and always know that your ads are going to convert.

The speaker introduces the topic of marketing consistency and sets the stage for the analogies that will be used to illustrate the importance of maintaining consistent messaging in advertising.

Henry Ford Story

  • Henry Ford repeatedly sees the same marketing campaigns, leading to his own fatigue.
  • The Chief Marketing Officer (CMO) reveals that the ads Ford is tired of have not yet run, highlighting the difference between the company's and the audience's exposure to the ads.
  • The story underscores that while the marketing team may see an ad multiple times, for the audience it may still be their first time.

So Henry Ford was, like, going past his marketing department over and over and over again for months after months, or looking at these marketing camps, blah, blah, blah, blah, right? And so finally, five months in, he looks at his CMO and he's got this banner, this ad of like, a Ford car, whatever. He's like, hey, man, when are we going to stop running that? I'm really getting tired of that ad. And the CMO was like, we haven't run it yet.

The quote illustrates the disconnect between the frequency with which a marketing team views an ad and the fresh perspective of the audience. The marketing team's fatigue does not reflect the audience's exposure or potential fatigue.

News Industry Analogy

  • The news industry is cited as an expert in capturing attention and selling ads.
  • News content does not fundamentally change; only the people and specific events change.
  • Negative stories often dominate because they attract more attention.
  • Marketing should follow a similar pattern, where the core messaging remains the same even if the specific content or presentation changes.

Story two, the easiest way that you can see this is with news, right? So think about the news, right? They are kings and queens of capturing attention. That is what they have done, right? That's all they did is they capture attention. They sell ads. That's how the news networks work, right? That's their programming is news. But what's interesting, and I love this saying, is that news does not change. Only the people, as in, only the people in the stories change.

The quote highlights the news industry's approach to content, where the fundamental types of stories remain constant, but the subjects change. This approach can be applied to marketing, where the underlying desires and messaging stay the same while the superficial elements are updated.

Core Desires and Messaging in Marketing

  • The desires of the target audience do not change over time.
  • Marketing messaging should remain consistent to align with these unchanging desires.
  • Creative innovation in advertising should not lead to a shift in the core messaging.

Because the desires of your avatar don't change. The desires don't change, right? And the messaging shouldn't change either.

This quote reinforces the idea that despite creative teams wanting to innovate, the fundamental desires of the audience and the core messaging in marketing should remain consistent to ensure continued engagement and conversion.

Consistency in Business

  • The challenge in business is maintaining consistency, which can be difficult because humans naturally seek variety.
  • Businesses must resist the urge to change their messaging just because they are bored with it.
  • Consistency is key to reaching a wider audience since most people are still unaware of a brand, even as it grows.

"The biggest and hardest part about business is being boring and consistent because it's hard because humans get bored."

This quote emphasizes the importance of consistency in branding and marketing, highlighting the difficulty due to the human tendency to seek novelty.

Understanding Your Audience

  • It's crucial to understand that the customer's desires and expectations remain constant.
  • The marketing strategies should not be altered based on the marketer's boredom but should be focused on what the audience wants to see.

"And so you do not need to become more creative."

This quote suggests that creativity in marketing should not come at the expense of straying from what the audience finds engaging and relevant.

Effective Messaging in Ads

  • Identifying core messages that resonate with the target audience is essential for successful advertising.
  • Marketers should categorize these messages into "buckets" that consistently generate interest and engagement.

"The secret to making great ads consistently is to bucket out the messaging that works the best."

The quote explains the strategy of organizing effective messaging into categories that can be repeatedly used to capture the audience's attention.

Utilizing Success Stories and Visuals

  • Testimonials and visuals of successful outcomes, like a gym owner hitting seven figures, are powerful tools for engagement.
  • Using various formats such as images, videos, short clips, and long clips can cater to different audience preferences.

"When I show a gym owner who hits seven figures, that is something that people click on."

This quote highlights the effectiveness of success stories in marketing, particularly when they align with the audience's aspirations or interests.

Repurposing Successful Content

  • Analyzing past ads to determine which ones performed best can inform future content creation.
  • Replicating the core message with new stories or visuals keeps the content fresh while maintaining the proven messaging strategy.

"I'd pull three or four ads up and I'd see the copy and I'd see the image and I'd be like, cool, what's another story that does the exact same thing?"

The quote illustrates the process of leveraging successful past ads to create new content that echoes the same message but with updated elements.

Role of a Marketer as a Reporter

  • Marketers should act like reporters by seeking out stories that fit the established messaging buckets.
  • It is important to find narratives that align with what the audience responds to, ensuring the marketing remains effective.

"What you need to do is act like a reporter and go out and find the story."

This quote underscores the marketer's responsibility to actively search for compelling stories that fit within the established messaging framework to engage the target audience.

Uniqueness of Storytelling in Marketing

  • The importance of adding a personal element to a story to make it engaging and relatable.
  • The distinction between the tactical, external results and the internal, emotional journey of the individual.
  • Personal stories should align with the larger messaging to be effective in marketing.
  • Pain points in a story resonate with people who share similar experiences.

text, which might just be the uniqueness of the story, right? It could be like with Jim O, number one, their kid was diabetic and they couldn't afford the medicine or whatever it was. And that was the problem before and the problem afterwards is that now they got the full treatment and they have the pump and they're good. They don't need it anymore, right? So there's the before and after. That's flavorful. That adds the personal element to the story.

This quote exemplifies how a personal story with a clear 'before and after' narrative can add depth and relatability to marketing content. It illustrates the transformation of an individual's situation, which can be compelling to an audience.

Value Proposition and Community Engagement

  • Speaker B highlights the effort put into creating valuable content for the community.
  • The mention of a book with high ratings on Amazon serves as a credibility booster and a gift to the community.
  • The strategy involves building rapport with the audience to facilitate future partnerships.

Hey, guys, real quick, if you're new to the podcast. I have a book on Amazon. It's called 100 million dollar offers. At over 8005 star reviews, it has almost a perfect score. You can get it for $0.99 on Kindle. The reason I bring it up is that I put over 1000 hours into writing that book and it's my biggest give to our community.

This quote is a promotion of Speaker B's book, emphasizing the quality and value of the content and its contribution to the community. It serves as a way to establish trust and encourage engagement with the audience.

The Human Component in Marketing

  • The significance of addressing both the external results and the internal feelings in marketing.
  • The human side of the story is crucial for making the content relatable and believable.
  • The outlined pain in the story should resonate with the core desires of the target audience.
  • The personal elements of the story make the marketing message believable and relevant.

So you need to do, all you got to do is update the numbers of the results of the person. That's the tactical stuff, that's the external stuff that everyone else sees. But then the internal stuff is all the stuff the person feels and then went through because that's the human side and that's what matters more.

This quote highlights the need to balance the presentation of tangible results with the emotional journey of the individual in a story. It emphasizes that the human aspect is what truly resonates with the audience.

The Role of Messaging in Marketing Success

  • Messaging is the driving force behind successful marketing.
  • When messaging is off, it leads to irrelevant and unimportant content for the audience.
  • A well-crafted promise is essential, but the personal element differentiates a mediocre ad from an excellent one.
  • Relatable pain and transformation in a story can lead to a highly successful ad.

And the thing is, the pain that you outline in the story will bring about people who resonate with that pain. So for example, everyone wants to make more money, everyone would like to work less. Everyone wants to scale a business, be in love. Everyone has these core desires. Everyone wants to have more status.

This quote discusses the universal desires that connect individuals and how addressing these in a story with personal elements can draw in an audience that shares similar pain points or aspirations.

Leveraging Proven Strategies in Copywriting

  • To improve copywriting skills, one should study and draw inspiration from successful sales letters.
  • Gary Halpert's method of training involves handwriting top sales letters to internalize effective techniques.

read copy that has already converted Gary Halpert, which was one of the best all-time copywriters ever. His way of training copywriters was to have them handwrite 100 of the best sales letters of all time.

This quote suggests that learning from proven successes in copywriting can enhance one's skills. It references Gary Halpert's approach to training as an example of how to absorb and apply successful copywriting methods.

Pattern Recognition in Copywriting

  • Pattern recognition in copywriting comes from extensive experience.
  • Recognizing what should come next is a skill developed over time.
  • The speaker is currently trying to teach others to see through their lens.

"Because after you've seen enough, what happens is it starts to become pattern recognition."

This quote emphasizes the importance of experience in identifying successful patterns in copywriting.

"You feel like you know what should come next in the copy because you've seen it so many times, right?"

The speaker highlights their familiarity with copywriting patterns due to repeated exposure.

Skill Development for Team Leadership

  • The speaker has mastered individual skills such as selling and marketing.
  • The current challenge is teaching someone to teach marketing.
  • Sharing the journey and tidbits of learning with others is a part of the speaker's process.

"I need to go from being able to double check to having someone else see through the same lens as me."

The speaker is transitioning from individual expertise to mentoring a successor.

"But right now I'm at the level I have to teach someone to teach people to market."

This quote indicates the speaker's progression to a more strategic and educational role within their company.

Sales Versus Marketing

  • Sales is described as formulaic and consistent across most scenarios.
  • Marketing is nuanced with variations such as short vs. long copy and different styles.
  • Creating templates for successful marketing messages is crucial.

"But the difference between sales and marketing is that sales is formulaic. Pretty much every sale is the same."

The speaker contrasts the predictability of sales with the complexity of marketing.

"Marketing is a little more nuanced, right?"

This quote introduces the idea that marketing requires a more tailored approach than sales.

Marketing to Different Avatars

  • Different marketing messages attract different customer avatars.
  • The effectiveness of marketing increases when it hits multiple avatars with a common pain point.
  • Relatable stories that resonate with experiences and desired results can go viral.

"There are different buckets, and the messaging attracts different ones of these avatars."

The speaker stresses the importance of segmenting marketing messages for various customer profiles.

"When they try and find a news like a story that has legs, that starts getting massive amount of reach, it's because the story that's relatable, that's just like you and me, and experience a result that everyone wants."

This quote underscores the power of relatable storytelling in marketing to achieve widespread engagement.

Call to Action and Closing Remarks

  • The speaker encourages tagging someone who makes ads or leaving a review if the content was valuable.
  • A positive and motivational closing message is delivered, wishing listeners success in their goals.

"So if that was valuable, maybe tag somebody who makes your ads."

The speaker suggests that listeners share the insights with others who could benefit from them.

"Otherwise, hope you guys have an amazing day. Fantastic Friday. Keep crushing your goals. Nothing but love. Have a fitness day. Catch you soon. Bye."

The conclusion of the transcript offers well-wishes and encouragement, maintaining a positive and supportive tone.

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