30 Years Of Marketing Knowledge In 53 Minutes
Summary
TLDRThis video offers a comprehensive guide to marketing strategies, covering nine key elements such as hustle marketing, community marketing, social media marketing, profitable marketing, partner marketing, data marketing, PR marketing, and brand marketing. The speaker shares personal experiences and insights from building a successful personal brand and a $3 million company, emphasizing the importance of trust and personal connection in brand building.
Takeaways
- 📚 The speaker is a highly experienced marketer who has built a significant personal brand and a company worth $3 million in a year, offering marketing insights learned over 30 years for free.
- 💰 The speaker emphasizes the importance of 'hustle marketing', suggesting it as a low-cost, high-impact strategy that involves aggressive and innovative tactics like sticker marketing and guerilla marketing.
- 🤝 Community marketing is highlighted as a crucial strategy, focusing on building a dedicated community of fans and customers who can become brand ambassadors and drive organic growth.
- 🔥 Social media marketing is discussed, with the speaker sharing tips on how to create viral content that resonates with audiences by making them laugh, learn, or feel a connection.
- 💼 Profitable marketing is introduced as a way to not only promote a business but also generate income from marketing activities, leveraging content, products, and media appearances.
- 🤑 Partner marketing is explored, detailing how collaborations with influencers, brands, and even family members can amplify marketing efforts and reach.
- 📊 Data marketing is acknowledged as a necessary, albeit disliked by the speaker, component of modern marketing. It involves understanding and leveraging customer data to target marketing efforts more effectively.
- 📢 PR marketing is presented as a powerful tool for gaining exposure and credibility through media coverage, suggesting strategies like newsjacking and building relationships with journalists.
- 🏆 Brand marketing is emphasized as the unifying element of all marketing strategies, stressing the importance of personal connection, trust, and a clear mission in building a strong brand.
- 🚀 The speaker concludes by reinforcing the idea that marketing is an obsession and a passion, encouraging persistence and patience in building a brand and leveraging various marketing strategies.
Q & A
What is the speaker's area of expertise and what is he offering in the video?
-The speaker is an expert in marketing, claiming to be one of the best in the world at it. He is offering a free course on marketing, sharing knowledge that took him 30 years to learn, which he suggests could be worth $5,000.
What are the nine key elements of marketing the speaker plans to teach?
-The nine key elements of marketing the speaker plans to teach are hustle marketing, community marketing, social marketing, profitable marketing, partner marketing, paid marketing, data marketing, PR marketing, and brand marketing.
Can you explain the concept of 'hustle marketing' as mentioned in the video?
-Hustle marketing is described as one of the cheapest ways to get a business known. It involves tactics like sticker marketing, gate crashing events, knocking on doors, and branding everything associated with the business. It requires confidence, strategy, and a sense of fun.
What is the significance of '1,000 true fans' in community marketing?
-The '1,000 true fans' concept in community marketing refers to building a dedicated community of fans who believe in what you're doing and will promote and support you. It's about creating a group of 1,000 fans who are so passionate about your work that they can sustain your business.
How does the speaker define 'social marketing'?
-Social marketing, as defined by the speaker, is about making content that resonates with people on social media. It involves making people laugh, teaching them something, or making them feel a connection. The speaker emphasizes the importance of bringing value and making people feel something through your marketing content.
What is 'profitable marketing' and how can it benefit a business?
-Profitable marketing is about making money from your marketing efforts. It involves creating content that can generate revenue, such as YouTube videos, books, or products. The speaker suggests that if done correctly, companies may even pay you to market your business, and it can lead to significant financial gains.
How does the speaker view 'paid marketing'?
-The speaker views paid marketing as necessary but not his favorite. He acknowledges that it's an important part of the marketing triangle and something that businesses need to understand and have as an option in their marketing arsenal.
What role does 'data marketing' play in the speaker's marketing strategy?
-Data marketing is about understanding the information received from the backend of systems. The speaker admits he's not a fan of data marketing, but he recognizes its importance in boosting and creating incredible value. He suggests it's about targeting people in the right way and understanding their behaviors and preferences.
What is the speaker's approach to 'PR marketing'?
-The speaker views PR marketing as misunderstood and underutilized. He suggests that it's more than just getting in the newspaper. The speaker emphasizes the importance of building relationships with journalists, inserting yourself into relevant news stories, and leveraging the authority that being on TV or in the news can bring.
How does the speaker define 'brand marketing' and why is it important?
-Brand marketing, according to the speaker, is about making a brand have a personal connection. It's not just about the logo or the colors, but about the philosophy behind the company. The speaker emphasizes that brand marketing is about building trust and creating a relationship with the audience, which is key to driving sales.
Outlines
📚 Free Marketing Course Introduction
The speaker introduces themselves as a top marketer and offers a free marketing course, despite being advised to charge $5,000. They highlight their success in building a personal brand and a company called Helpback.com. The speaker emphasizes the importance of nine key elements of marketing and starts with 'hustle marketing,' which involves low-cost strategies to get a business known. Examples include sticker marketing and hustle hacking, like crashing a Batman movie filming dressed as Stormtroopers. The speaker also mentions the importance of not compromising the brand image, such as avoiding placing stickers on portaloos.
🏠 Personal Touch in Marketing and Community Building
The speaker shares a personal story about losing their father and how dealing with that trauma helped their career. They introduce BetterHelp, a therapy service, as a paid partner. The focus then shifts to community marketing, emphasizing the importance of customer service and building a community around the brand. The speaker discusses the concept of '1,000 true fans' and how starting with a small, dedicated community can lead to significant growth. They also mention 'beta community marketing,' where influencers are given early access to products, and 'subject matter marketing,' where people are mobilized around a cause rather than a product.
📈 Social Media Marketing Strategies
The speaker delves into social media marketing, explaining that it's more about engaging with people than just selling. They emphasize the importance of making people laugh, teach something, or create a connection to go viral. The speaker also discusses the value of bringing value to the audience, suggesting that selling the 'sizzle' rather than the 'steak' is crucial. They advise against cold selling on social media and instead recommend building a relationship with the audience. Persistence is highlighted as key, with the speaker mentioning their own consistent posting on social media.
💰 Profitable Marketing Techniques
The speaker discusses profitable marketing, explaining how content creation can generate income. They mention YouTube and TikTok as platforms where views can translate into revenue. The speaker also talks about creating products, such as books, that can both educate and promote the brand while generating profit. They suggest thinking creatively about products that can be sold and branded, like umbrellas, and becoming a TV star or podcaster as a way to market oneself. The speaker also shares a story about leveraging a food delivery business to secure sponsorship from Tabasco.
🤝 The Power of Partner Marketing
The speaker introduces partner marketing, starting with the importance of involving family in the business. They discuss the value of aligning with influencers and brands that share similar values or goals. The speaker suggests using social media tools for collaborations and emphasizes the mutual benefit of such partnerships. They also talk about brand partnerships, explaining how to approach brands with a value proposition. The speaker shares a personal experience with TikTok and encourages viewers to think big and believe in the possibility of securing brand partnerships.
📊 Data Marketing and Its Role in Business Growth
The speaker admits their dislike for data marketing but acknowledges its necessity. They discuss email marketing, SEO, and referral marketing as ways to understand and target customers effectively. The speaker shares a creative example of billboard marketing to attract advertisers and emphasizes the importance of targeting the right audience. They also mention retargeting ads based on successful content and provide a link for further reading on data marketing strategies.
📰 PR Marketing and Building Authority
The speaker explains PR marketing, sharing personal experiences like buying a staircase that gained media attention. They discuss newsjacking, becoming an authority in a subject, and making friends with journalists as strategies to gain PR. The speaker also talks about commenting on news stories and leveraging appearances on TV or podcasts to build authority and brand recognition.
🏆 The Importance of Brand Marketing
The speaker concludes with brand marketing, emphasizing the need for a personal connection in brands. They discuss the difference between company branding and personal branding, suggesting that personal branding can be more effective in today's market. The speaker advises making the brand personal, having a clear purpose, and building trust through consistent value delivery. They stress that brand marketing is about creating a relationship and trust with the audience, which ultimately leads to sales.
Mindmap
Keywords
💡Marketing
💡Hustle Marketing
💡Community Marketing
💡Social Media Marketing
💡Profitable Marketing
💡Partner Marketing
💡Data Marketing
💡PR Marketing
💡Brand Marketing
💡Reactive Sales
💡Trust
Highlights
The speaker is an expert in marketing, offering a free course on marketing strategies despite being told to charge $5,000.
Achieved 100 million views on social media per month and built a $3 million company in 12 months.
Teaching nine key elements of marketing, emphasizing the importance of hustle marketing as a cost-effective strategy.
Hustle marketing involves creative tactics like sticker campaigns and hustling hacks, such as gate crashing events for exposure.
Community marketing is crucial, focusing on customer service and bringing value to customers by connecting them.
The concept of '1,000 true fans' is introduced as a strategy for building a dedicated community.
Social media marketing is discussed, emphasizing the importance of making content that resonates emotionally with viewers.
Profitable marketing is highlighted, explaining how to make money through content creation and product sales.
Partner marketing is explored, suggesting ways to collaborate with others to achieve mutual benefits.
Data marketing is acknowledged as essential, despite the speaker's personal dislike, for understanding customer behavior.
PR marketing is discussed, explaining how to leverage media coverage and build relationships with journalists.
Brand marketing is emphasized as the most complex but crucial aspect, tying all other marketing strategies together.
The importance of making marketing fun and engaging is stressed, using examples like dressing as Stormtroopers for a Batman movie filming.
The speaker shares personal stories, such as losing his father at 15, to connect with the audience and highlight the importance of mental health.
Influencer marketing is discussed, suggesting strategies for collaborating with influencers without necessarily paying them.
The concept of 'beta community marketing' is introduced, where a select group is given early access to products for promotion.
The speaker emphasizes the power of persistence in social media marketing, sharing his own experience of posting consistently for years.
Brand partnerships are discussed, explaining how to approach brands and offer mutual value to secure collaborations.
Transcripts
I am one of the best in the world at
only one thing that thing is marketing
and today I'm going to teach you how to
do it all for free even though I've been
told I should charge you $5,000 for this
course I'm going to give it to you all
for free I have built 100 million views
on my social media per month and one of
the largest business personal brand
globally in Just 2 years I've also built
a company worth $3 million Us in the
last 12 months called Help back.com and
I'm going to teach you everything I know
about marketing that's taken me 30 years
to learn right now for free if you can't
watch this video right to the end and
get all the knowledge for free then I've
got some news for you you're probably
not going to make it there are nine key
elements I'm going to teach you in
marketing today and first up hustle
marketing that is one of the cheapest
ways to get your business known you can
become a millionaire learning hustle
marketing alone forget the other eight
Community marketing 1,000 true fans you
might have heard about it we're going to
dive into that how you can build a
community and how Community can make
your life better social marketing of
course going viral social media are tell
you how to go viral in Social profitable
marketing one of my favorites you can
actually make a fortune marketing your
own business you'll get paid to Market
your own business partner marketing one
of my personal loves is working with
other people and making crazy
happen I'm going to teach you how to do
it paid marketing actually my least
favorite in the marketing triangle but
something you need to understand and
have it as an option in Your Arsenal
data marketing understanding the
information you're receiving from the
back end of your systems will help you
boost and create incredible value on
going to teaching how to do it PR
marketing an obvious one you think is
getting in the newspaper it's so much
more than getting in the newspaper
the newspapers anyway I'm going to teach
you how this all works and finally and
probably the most complicated brand
marketing you have to understand brand
marketing for all these pieces the other
eight pieces to come together let's get
started hustle marketing now hustle
marketing is one of the easiest things
to understand and probably one of the
hardest things to actually execute on it
requires a sense of confidence and
strategy now a silly example of hustle
marketing is I made 400,000 stickers of
help Bank when I launched in every city
we went to and promoted the business we
stuck stickers everywhere now it might
sound silly but it works people would
message me saying they'd seen it take
pictures and put it on Instagram saying
what is it we were quite clever we
didn't even put the website address on
it at first so people are like what is
this help bag everywhere it's sublimable
we put it on airplane seats in front of
people we did it everywhere we could and
you'll be shocked what a simple
marketing idea like that can do for your
brand and it doesn't have to cost a lot
of money and it can be a lot of
fun now it doesn't have to be stickers
it could be anything stencils on the
ground I saw recently someone jet
washing the dirty street with a stencil
of their Brad brilliant not all
marketing has to cost money that's one
of the themes I'd love to run through
this whole thing today I'm going to tell
you right at the end about brand
marketing and I'm going to touch on the
fact you want to be careful where you
put your brand so for example this might
sound silly but we didn't put these
stickers on portaloos we didn't put
these stickers in places that might
compromise the brand the second thing
I'd like to teach you is what I call
hustle hacking an example is while I was
living in Hong Kong I found out that the
Batman movie was being filmed not far
from my office so me and the team came
up with why don't we all dress up as
Stormtroopers and Gate Crash the Batman
filming now we knew because it was in
the street being filmed they'd be
pressed there as well so what happened
we gate crashed that party we got a
little confrontation going between
Batman and Stormtroopers and that was in
the front of the paper why was a
stormtrooper fighting Batman we got
front page coverage on every single
major newspaper in Asia why because we
took a risk because we did something fun
so hustle
hack think what you can jump into that's
already got all the coverage that if
you're there you'll get noticed number
three you're not going to like this one
but it's a fact knocking on doors is
hustle marketing knocking on doors and
telling people about your service or
doing research about your business or
asking people if they would buy your
product or service is literally the
lowest cost way of getting a client now
you'll get a lot of rejections people
will tell you to piss off who cares go
and do the
research now I know knocking on doors is
not glamorous most people teaching you
marketing won't even mention this but
they're missing an opportunity to do
great marketing for free now finally in
the hustle I'm labeling vehicle
everywhere you go everything you do
brand it your clothes this is marketing
I'm wearing all blacks marketing we're
about to launch a doorbell partnership
with them in New Zealand you can go
pitch with the All Blacks in New Zealand
your dream wear your brand on your car
on your scooter on your skateboard on
your laptop everywhere do everything you
can get all your friends to wear your
t-shirts marketing is an obsession
marketing is Passion go out there make
every vehicle you travel in have your
brand attached to it if you've got this
far in the video I want you to take a
moment and just please look after
yourself as many of you probably know I
lost my father when I was 15 years old
he died suddenly of a heart attack for
the first 10 years of my career as I
learned the things I'm teaching you in
this video I carried that trauma with me
it wasn't until I got help and dealt
with this trauma that my career really
took off that's why today I'm pleased to
introduce to you better help a paid
partner in this video today but a
service I really believe in to help
connects you to a credential therapist
who is trained to listen and give you
helpful unbiased advice first you go to
their site you can use my link
betterhelp.com simonp you answer a few
questions and betterhelp will match you
to a professional who has years of
experience helping people with struggles
just like yours you can do it all from
your phone or computer via a phone call
video chat or messaging however you feel
most comfortable it's the easiest
possible way to start talking to a
therapist and I wish it was around when
I needed it let betterhelp connect you
to a therapist that can support you all
from the comfort of your own home visit
betterhelp.com Simons squib and enjoy a
special discount on your first month now
let's get back into it next up Community
marketing one of my favorite subjects
took me two decades to do this properly
this is a little bit complicated to
explain so I'm going to start with the
Top Line the most important thing is
that you look after your customers right
you'll hear that from all the successful
Brands now some don't do that all the
same I won't name any companies right
now but certainly the ones that don't do
that will die eventually the customer
service part is important but this is
more than customer service this is more
than looking up your customer this is
about bringing value to your customers
by bringing them together now this is a
competitive Advantage if you do this
right because a lot of brands are very
scared to do this if you think about Sky
they wouldn't put all their customers in
one place because we'd all be
complaining about how their service
is right so they don't want to bring
their Community together because they
haven't done a good job looking after
all their customers your competitive
advantage AG could be that you can do
that so start small I remember when I
started my first Community model I
basically picked 10
people and I made them Founders I made
them feel like founding members of what
I'm doing at help Bank 10 people can
tell 100 people about what you're doing
and the idea is to get what we call
1,000 true
fans but it starts with having 10
dedicated caring members of your your
community that believe in what you're
doing and will promote you and support
you if you can get this model right your
marketing costs can be zero and all that
money you're going to spend I'm going to
tell you about later with things like
paid ads I think you can put into this I
think it's better to give the money to
your community than Facebook right now
this means this video probably won't do
very well on Facebook now I've just
slacked them off I don't care you need
to know this information the best thing
you can ever do today is build a
community it will give you a competitive
Advantage it will allow you to give your
community extra value otherwise you'd
have to give to idiots like Facebook and
you can make a brand have a community
therefore more value than any other
brand out there probably doing something
similar now there's another way to work
community that isn't your customers in
your Silo and that is probably best
illustrated by Geniuses like Steve Jobs
and apple what Apple used to do is every
time they had a new product launch they
do something called demo days they' get
3,000 people in the room not necessarily
part of their Community journalists tech
people people that are influential in
the space of talking about products
YouTubers and they would do a demo to
them hours before anybody else so they
would give value to a certain Community
not their Community before the rest of
the world hear about it that will give
those journalists a chance to go and
blog about it do a YouTube video about
it go write about it make money for
themselves by helping Apple we call this
type of marketing beta Community
marketing
now you have to be careful with this
type of community marketing because of
course if you get the wrong people in
the room they might write something bad
about you as they might write something
good so you need to do your due
diligence and vet these people carefully
that being said all press is good press
right so let these people be themselves
don't control them too much again I've
been a part of the Apple beta room I've
seen how they do it it's very slick they
even give you the product at the end so
you're getting value all the way through
this sort of model is about giving value
to people in this case the journalist
can make money or a YouTuber can make
money out of the preview of your product
before anybody else you've given them
that access it's special it makes a
difference it's Community Based
marketing is powerful the third part of
community marketing is something I like
to label up as subject
matter so when you're doing a community
the key is not that necessarily those
people need to make money or they get
any benefit as I've just mentioned with
the other two ideas it's that they feel
a very strong bond to your problem that
you're solving for the world so example
of this is I really care about fixing
the education system and so I've been
working with companies that want to fix
the education system too and one company
in particular that I work with called
peas and pot what they did which is
really clever is they said we want to
help fix the education system for 5 to 8
year olds we wanted to give them an
alternative way of learning a forest
School way of learning but they didn't
have any money to market the business so
what they did is they went to all the
different homeschooling communities and
they said this is the product we built
it doesn't make as much profit a few
pounds a box and we use that money to
make the product better would you please
promote it thousands of people did now I
think this is a really interesting way
it's slightly different to the Thousand
Tre fans I mentioned earlier this is
more about mobilizing a sales team
around a subject not necessarily true
fans of your product they might not
necessarily be bought in totally to be
part of your community they might be
independent and not want to be part of
your community but they might believe in
your mission and want to promote you so
it's different to the one p Tre fans but
it's also very powerful if you can do it
you tap into what people care about a
lot of people are helping me today
because I'm trying to fix the education
system and write what's wrong in that
system so they will promote this video
and share it they will tell people about
this video because they're trying to
support what I'm doing and they don't
get any benefit from it but if in the
subject format you can build Financial
renumeration so for example affiliate
which I'm going to go into much more
depth a bit later but affiliate
marketing so every time someone gets you
an order they get 10% if you can do the
Holy Grail they like your subject matter
they want to support you and you can
financially reward them Bingo this can
be the best marketing you ever get these
people will be motivated and they will
help your business fly now there's
actually a lot of stuff in community
marketing but I'm going to kind of cover
in the rest of the subjects especially
branding at the end very important
branding part is very important to make
Community work and you need The Branding
piece to work to be able to build this
community P next up is social media
marketing now you might think you know
all about this trust me you don't I've
spent the last 5 years going deep on
social media marketing with hundreds of
millions of views in the last month not
over a Lifetime on this subject I know
how to go viral and I'm going to teach
you now it's a funny old word viral
marketing and I want you to understand
that it all starts actually within a
social context social marketing is more
literal than it sounds you've got to
care about the people you're talking to
you've got to imagine you've walked into
a pub and you're talking to these people
don't do what most people do most people
do walk into a pub and Shout hi I've got
a flower shop buy my flowers what
happens if you walk into a pub and do
that they'll tell you to off right
they'll tell you to get out of their Pub
and no one will want to buy anything
from you not how to do it you walk into
the pub and you do one of three things
this is how you make social media
marketing work it's a free prom attack
you even make people
laugh will you teach them something or
you make them feel a connection
now laughing is obvious if you can make
someone laugh can I make you laugh now I
could try and tell a joke maybe not not
my best thing making people laugh I can
do it from time to time but making
people laugh is key to some types of
viral content if you look at videos that
are really popular often there's some
element of making people laugh in there
teaching people something now you don't
want to bore them so you want to try and
you know have a whiteboard and a pen
make it interesting people think they're
going to learn something they will watch
it but it has to be quick these days
right has to be short Snappy and quick
and then finally connection do people
believe Le in your problem some of the
most popular videos are ones where
people are telling their personal
stories about mental health struggles or
issues in their business sometimes
having connection some people can relate
to will make people watch that video
share that video and comment on that
video now can you get all three of these
in here sometimes I've had some videos
that have definitely done this perhaps
if you go look at the Pinn videos on my
profile you'll see some of the made
people laugh and talk them something and
they feel a sense of connection it's
definitely powerful you can get all
three but you actually only need one to
go viral number two on social media
marketing bring value bring value it's
so underestimated I just mentioned it a
second ago but I want to go deeper on
this like don't just sell people
something make them feel something in
marketing we call this sell the sizzle
not the steak I've said it before I say
it again don't think about the product
think about how it makes people
feel make people feel that buying this
product will make their lives better in
social media people will buy because
they feel it not because they're told to
do it never jump into a social media
feed and start telling people here's
your product please buy it there's only
a few occasions when this can work and
that goes back to the community piece
when it's your community maybe if you
built a community you built a sense of
trust it's not the first time they've
heard from you if it's the first time
people have heard from you you cannot
just sell them cold you need to make
them feel something so when you do
social media posts bring value make
people feel something give them
something for free the more you can give
for free the easier sales gets later
again this Link's back to community and
it will also link to Brand I'm going to
talk about a bit later but make people
feel something give people value feel
value if you do this your social media
channels will grow people will want to
subscribe to you if you make them feel
like you're helping them even better if
you actually do it number three now if
you get lucky and a piece of content
works and trust me you need luck we all
do no one succeeds without luck
sometimes I posted a video that didn't
do well a month later I posted it again
like tweak change of Music dip a tagline
and it's blown up so if you've done a
piece of content that hasn't worked
maybe rejig it and post it again but
once you've learned how to fine-tune
your content and get it right and you
get a hit then this is exciting because
now you can repurpose that content if
you've got a video that's resonated you
can do things like boost which is a very
amateur way of doing it a lazy way of
doing it I'm going to go into paid
marketing a bit later do it in a more
sophisticated way but this is definitely
a video you want to cherish and you want
to learn how to leverage that video and
put it up there as your advert put it
out there as your promotion boosting I'm
going to call it for the sake of social
marketing you want to make sure the
video that's done well is the one you
give all the attention to it's the one
that you learn from I had a YouTube
video get 4.6 million views at the time
of filming this and I've used that video
as it was so successful as the hook for
this video learn from ones that work and
push it again and again in different
formats learn to boost it I'm going to
get into paid advertising in a little
bit later I'm talking boost now in the
sense of learn to leverage what you've
learned by doing a video that works now
the final point on social marketing
you're not going to like to hear this
but I have to tell you the truth
persistence at the end of the day you
just have to keep going I've done two
posts on social media every day for the
last 4 and a half years now I'm not
saying every single one of those videos
was good and I'm not saying every single
one of those videos has worked but
compound over time is a real thing we
don't talk about compounded marketing
enough it's how you grow you have to be
patient I'm going to put it in here it
might not be thing something you think
I've just taught you write it down be
patient be persistent that's how you get
luck next up profitable marketing
something I absolutely love and if you
do it right not only will companies pay
you to Market your business you'll make
money by doing it and even if you get
really good at it a company will want to
buy you for a lot of money that's
basically what happened to my agency
fluid I sold it to price waterhous cre
for a lot of money I made marketing
profitable now the best way for me to
explain profitable marketing is probably
to give you examples what I start with
this YouTube video this YouTube video
will make money now we have decided as a
company to give the profit from this
video a way to fund people's dreams and
build infrastructure for things like
help bank.com that's our decision but
this video will promote me and help bank
and what I'm doing and I'll make money
doing it now YouTube is not the only way
so I'm going to give you many other ways
but I want you to understand this
concept that if you do marketing
correctly you will make money we made a
video launching help Bank in Hong Kong
that got 21 million views the video was
a promotion for the fact we were
launching in Hong Kong we made thousands
of pounds from that video now we decided
to give that money away to the person in
the video but that's our decision you
don't need to do that that's not your
mission you can make content that makes
you money so number one on profitable
marketing is content now it's a pretty
VI one that's why I start with that but
I've got some really exciting things to
share with you you might be asking how
does content make money well there's so
many ways now obviously on YouTube the
ads around YouTube and the ads playing
during this YouTube video all make money
for YouTube and they give creators a
small slce of that revenue on Tik Tok
they've now monetized so when you do a
video that gets over a million views
that has over 1 minute on it you will
make money in that video but content
itself now pretty much every platform
Facebook's moving this way too what to
pay creators for videos Twitter have
just done it as well everyone's moving
that way so if you can learn to do
content you can make money marketing
your own business now there's an art to
it I think a value to it you have to
listen to what I was saying earlier in
the previous social piece but also
understand how brand plays A Part thing
I'm going to talk about at the end so
content marketing is a huge Revenue
stream from my platform that's how I am
able to help people for free and give
people money every day because we make
content that people watch and from that
content we make money now Beyond content
and it might sound like the same thing
you can make products that do the same
so for example a
book so I've got a book coming out it's
called what's your dream you can go
pre-order it now on Amazon please do if
you pre-order it helps us get on the
TI's bestseller list but this book
ultimately is all my knowledge which are
practically given on YouTube anyway so
you don't need to buy the book to get my
knowledge my knowledge is free but the
book itself does talk about the
philosophy I am trying to pursue which
is help people do what they love and how
people can follow their dreams but this
book ultimately we'll sell millions of
copies of it it will explain what we're
doing and we will make money from the
book now again we have decided to give
the proceeds of that book away to fund
people's dreams but that's Al cool and
doing a book even if it's a PDF download
for a pound or a free upload on Amazon
book shop can make you money a pound
here a pound there if you bring value in
that PDF or you bring value in that book
you can not only bring a relationship
closer to your audience but you can also
make money from it I used to make
brochures in my company fluid they used
to cost me £8 to make a brochure and I'd
send it to a customer they probably put
it in the bin but I had to spend £8
making it and sending it to them but
today if you're smart you just make a
book in your Niche people will buy it
and that will make you money and promote
your business I call this the book hook
but you don't have to be a book it can
be anything it can be any sort of value
item it could be a product for example
this might seem like a silly idea but
what about an umbrella that has your
branding on it and when it rains you
stand outside the tube stations selling
them to people you can make money from
the umbrella sale in that moment and
then put people are walking around
London with your brand on it it doesn't
have to be just a book hook but I'm
telling you now if you start thinking
like this you'll realize there's a
million opportunities to promote your
brand for free for profit number three
become a TV star now when I tell you
this your initial thought is I'm not
going to be on TV Simon you'll be
shocked how easy it is to get on TV
today now of course you need a lot of
luck that's part of it if you're not
putting yourself out there it won't
happen but I see today people like
Clarkson's Farm I if you guys are
watched it you should if you haven't
it's a great show Jeremy Clarkson talks
about him trying to make his farm work
it's all very simple it's made him
$220 million us all he did was document
him trying to make his farm work so why
don't you document you Tred to make your
business work and then you can put it in
content you can make a book about it and
you can become a TV star it's possible
now I'm not saying it's going to happen
overnight it could but I'm telling you
right now if you can get on TV is one
great way I look on things like Netflix
there's a show about property selling
Sunset basically opheim group The
Property agent in that show have become
famous they make more money from the TV
show than they do from selling property
so think like a TV show think how you
can make money from being on TV it can
feed the other two things I've just
taught you as well have an ambitious
goal You' got to think why not think big
of course it doesn't have to be TV it
can just be a good podcast it could be
good social media Mr Beast isn't on TV
and he's making a lot of money with his
YouTube channel but maybe just think
this way think about how you can build
assets build platforms that make you
money now the final thing I want to
teach you on the profitable marketing
side just before I tell you this I want
to say this is not sponsored by Tabasco
all right I don't like Tabasco just for
the record but this is what happened to
me I was helping a food delivery
business in Hong Kong I built their
website for them and I was building
their infrastructure on the market side
and they told me they were losing a lot
of money doing the deliveries and we did
the numbers this is back before Uber
Eats or any of these Brands popped up
and I worked out that really each
delivery driver Not only was underpaid
but there were also a cost center for
the business so you know what we did in
main thing that was ordered on this
business was pizzas the main product in
those pizzas was Tobasco so the company
was already buying a lot of Tobasco
Source if anyone doesn't know this
product don't bother Googling it it's
point I'm trying to make is we went
to Tobasco and said we are your number
one seller of Tobasco in Hong Kong we'd
like you to advertise on the side of the
delivery vehicles and they did and they
paid us so much money that the client
was able to pay the delivery drivers
more which made me happy and was able to
also make profit from the deliveries so
how can you apply that to your business
think about it where can you get an
outside company to come in and sponsor
something you're doing your delivery van
get them to sponsor it your delivery
scooter get them to sponsor it your
website your laptop your car what can
you do to bring a brand in that maybe
you're accidentally promoting right now
that you're accidentally supporting to
fund your dream and make your marketing
profitable I'm going to label this idea
driver just think how you can drive your
business forward by working with a
partner because 1+ 1 equal 11 next up is
partner marketing which is slightly
different to what I was just explaining
around driver and partner marketing is
brilliant I see nobody doing it nobody
knows how to do it and I'm going to
teach you it right now for free I'm I'm
excited now there's a chance that my son
Will watching this one day so I just
want to tell him I love him and that
he's the best thing in the world right
now he's gone to the forest he's running
around the forest having fun well I'm
here thinking of him while I talk about
partner marketing why the number one
partner in your partner marketing is
your
family people don't spend enough time
getting their family on board in their
business invest in getting them on board
everybody I work with everybody I'm
living with is part of my business and
are my friends I don't want to work with
people I don't want to be friends with
and I don't want to live with people
that aren't understanding what my
business life is like I literally this
morning went through with my son and
said this is the video I'm making what
do you think he's 6 years old he gave me
some advice he said Daddy kids don't do
what you say they do what you do okay
the advice is not relevant but the point
I'm trying to tell you here is that
family is key to partner marketing now
I'm going to get into some more
elaborate thinking on this but I want
you to write this down everybody in your
life has to support your business you
cannot Market this business on your own
no one could do it on their own we all
need a little bit of help to make our
business work and if your partner can't
go and sell your business for you when
they're out get a new partner or train
them so they can stay get your family on
board next up is more traditional
influencer
marketing
now I think people get this wrong
actually you don't need to pay
influencers to do marketing big part of
this video for me today is be showing
you ways to get your business marketed
about huge cost and I think if you align
with your competition work with people
that have the same values as you or
trying to solve the same problem you'll
find quite often you can get a lot of
free marketing so for example I have
been on a podcast pretty much every
major business influencer so they have
had me on their podcast and then they
have promoted what I'm doing now you
could argue that we're all competing
with each other and maybe and I know
this is the case for some people they
don't approach these people because like
well Simon's my enemy I'm not going to
work with him but the truth is I'm I'm
trying to fix the education system so if
you're trying to fix the education
system please come on my platform I'll
promote you you know ultimately you'll
be shocked if you can focus your
influencer marketing around purpose
around the thing that matters to that
person as much as it matters to you
they'll partner up with you and it won't
cost you any money the other thing these
days is people don't understand how
advanced the tools have got on social
media so you can do a collaboration
function now with someone and all they
need to do is press accept and it can go
on their feed and promote your business
now I'm not saying do this without their
permission but it's not a lot of work
for some people to do it it so sometimes
people have mentioned me in videos and
they've just added me as a collaboration
I can accept it and now I can help them
get access to my 6 million followers
right without much effort influencer
marketing of course can get much more
elaborate where you need to go and pay
an influencer to promote you and sure we
all know how that works it's big money
sure you can do it and I want to include
it it's part of influencer marketing but
there's so many ways to get influencer
Partnerships done that don't have to
cost a lot of money even I owe you a
favor later model which means you can go
to an influencers and say I'm going to
be big on social support me now and I'll
support you later I'll I'll give back
now I believe in give without take but
in the influencer world it can be quite
transactional so just think about how
you can Leverage What I've taught you
earlier about hustle to work with an
influencer but of course it's part of
the marketing strategy when it comes to
Partners now number three brand
Partnerships now a lot of people ask me
how to get a brand on board is so simple
to get a brand on board follow a
three-step sales process to get any
brand on board first do they need need
you do they need you do you bring
something to them they need second get
to know the people who actually work at
the company get to like them get them to
like you if you need each other and you
like each other the third thing which is
the deal structure always falls into
place an example I did a big partnership
about 3 years ago with Tik Tok Tik Tok
wanted to get more into the business
space and I could help them do that
because they're not business people
they're tech people and internal
marketing people we did a partnership
with them where I would bring my
credibility as an entrepreneur to the
table I would help people start
businesses which is what I wanted do
nway which I was doing anyway 3 years
ago and they needed that credibility but
they had the reach so they literally
pressed a button on my live and suddenly
I got 50,000 views on my live instead of
100 they have that power they're
privately owned people don't realize
this right but working with Brands and
figuring out what value you can bring
them and what value they can bring you
means that neither of us paid any money
I didn't pay any money to get the 1.6
billion views we ended up getting on
that content I didn't pay for any of
those views but I did pay for it by 30
years of business knowledge which I've
given you in this video right but
ultimately you guys can learn to
leverage Brands understand what they
need so for example if you're a graphic
designer maybe you could offer up
QuickBooks a free lesson for their
community members on graphic design and
building a brand maybe in return they'll
promote you to their millions of
customers right why not try people don't
try that's why I love this category so
much because people think brands are
unobtainable they're big companies like
or apple you can't reach them it's not
true it's never been easier to reach
these people than it is today through
Linkedin through things like help bank
it's never been easier you just need to
believe it's possible and then do it the
biggest barrier people have to getting
brands on board is believing it's
possible do me a favor drop brand you
want to work with in the comments maybe
I've got a contact I'll try to help I
can't promise I'll reply to all of them
but I'll try don't think it's not
possible that's key try build a package
that brings value to them go and talk to
them try the biggest barrier to this one
is you believe it's possible there is a
hack to get brands on board you may have
heard I bought a staircase in Twickenham
in London and on the bottom of that
staircase we stuck a doorbell you can go
there press that doorbell pitch your
dream we pay for it to be edited and
uploaded to my channels to help you get
your dream out there and get some
support now when we started it we
originally put up a ring doorbell we
didn't ask them we didn't get their
permission it was the best product at
the time for what we were trying to do
and of course those videos have gone
viral millions of views of many of them
so what happens well ring eventually
sees it we did approach them we went to
a festival where they had a stand told
them what we were doing we got a contact
we followed through we followed through
then they saw the video and now they're
sponsoring us it took a year but it's
done that's how you do it patience along
with perseverance that's a common theme
in most of my videos if you notice it
you want to get lucky you have to be
persistent you have to persevere number
four now I want to think a little bit
differently when it comes to marketing
and partner Marketing in particular so
this might sound a bit wacky but bear
with me become a model for other
people's Brands get involved D in
another person's TV show build your
brand partner marketing can also be you
just being a part of something else that
can give you some prominence you think
how many people have managed to make
money after being on love Island right
love Island isn't a career love island
is a partnership opportunity they pay
you a small amount of money to go into
that show you then get famous now I'm
not saying you might not be a love
Island contestant I'm not saying that's
the only way but think about the things
that you see going on that have
prominence that you can be involved in
look at social media influences for
example that are doing really well and
maybe get involved in helping them and
maybe they'll mention you in their
social media stories or in the foot and
note of their YouTube video go hold
their mic get involved in things
especially things that relate to what
you want to try to do I'm going to call
this be a
player so for example dudly that works
on the team here standing behind the
camera right now he's gone and done an
internship in a production company
because he learns from that but beyond
learning maybe he'll get in the next
apple show he wants to be in an Apple TV
show he loves Apple so basically you can
be a player you can get involved in
other things right you don't have to do
just your job to get exposure for your
business to get marketing done
partnership marketing is pretty powerful
maybe apply to that Island you never
know you might get next up is data
marketing I bloody hate data marketing
but I'm going to teach you it because
you need to know it I don't really like
it and in part because I don't really
like it I'm not
necessarily the best at it which I hate
to say because this is meant to be a
video about how brilliant I am on FB
marketing but data marketing is the only
area in these nine things you need to
know that I don't think I I'm brilliant
out because I don't like it so why I'm
going to do I'm going to teach you what
I know and it's good knowledge but I'm
also going to put a PDF down below in
the comments with a deeper understanding
of paid someone actually does it all day
every day has made for us so it's for
you in the comments but data marketing
this is my view on it now there's a lot
of different ways to do data marketing
the headline I'll give you is it's all
about understanding your client where
they live where they hang out and how
they're acting right now one of the
reason I don't like data marketing
because it feels a bit Snoopy you know
it feels no I'm not talking about the
furry little dog that sleeps on a box
I'm talking about like like looking at
your life and trying to figure trying to
manipulate you that's what I don't like
about data marketing so I'm going to
talk initially about a little bit more
aspirational things and then go read the
PDF about how to manipulate people
because that's not really my thing right
number one on the list email marketing
right it's the most simple data
marketing you can do people sign up to
your main list then ideally you ask them
what their interests are what they're
looking for why they signed up to your
main list and then you can Target them
with relevant datadriven information
number two is SEO marketing again less
manipulative more what are people
searching for what are people looking
for and make sure you're optimized for
that search so yesterday I helped an
entrepreneur who sent a letter to the
staircase telling me their dream and
their whole business is HR recruitment
and they originally had Human Resources
support as a website right now that's
the name of their business but when you
go on Google typing in HR recruitment so
they didn't have HR in their URL so we
bought them at HR related URL and now
they're ranked on SEO so it's
understanding that side of data what
does Google rank you on what are people
searching in platforms like Google how
can you then turn up in those searches
so that's another way of thinking about
data number three referral Market
marketing now I'm going to talk about
this in branding again later because
it's has to all LS but referral
marketing is kind of what it says on the
tin you have someone who's an existing
happy customer and you target them to
promote your product to their customers
and you help them understand what your
customer is you use data to understand
whether they can actually do it right
but you give them a referral you pay
them to promote you and that's all
targeted around this customer loves you
for example if someone's giving you a
review on trip advisor then you go and
approach that person saying thank you
for promoting us how about we pay you a
percentage of every order we get in the
future to promote us so use the data
that's out there someone's giving you a
good referral to then take that customer
who clearly loves you and ask them to
help you promote your business to their
community and you'll pay them simple
right number four now this is where I
like to go a bit wacky to help you
understand how brilliant this can be if
you do it right so data marketing sounds
so techy doesn't it here's one of the
best marketing things I ever did I was
looking to promote a new business that I
created something called Coast ads very
simply ads on drinks coasters we took
out all the Heineken and carbur coasters
and we put in branded coasters with ads
in them instead carlsburg were not happy
oh well and what did we do well we
wanted Brands to advertise on these
coasters so we did a billboard right
outside the advertising agency's offices
there were only in one office in Hong
Kong we did one advert every time
someone from those agencies walked out
of their office they would see our
coaster ad on a billboard so what did
they think they thought we were a
massive company advertising across the
whole of Asia that we had this new
platform called coaster ads data
marketing is about targeting people in
the right way it became a Smash Hit
coaster I made a lot of money from that
business and all because we us data
where other people were trying to get on
board to advertise on this product where
do they live and then Target them the
end I'm going to label this one
Billboards just so you don't forget it's
not always Billboards of course it can
be anything it can be literally you know
where your customers live drop them a
letter so they see it now there's a lot
more to data marketing and I said a lot
of is a dark C I'm not a big fan of I
understand it I know you can take an ad
you can retarget it I mentioned it
earlier that sort of marketing is pretty
clever if you know a video is working I
mentioned this earlier right if a video
is working then repurpose that video and
target people so you know exactly an ad
that works for your target audience
that's what I love about doing viral
content because once it's working
virally it will probably work as an ad
so I'm going to put it down here
targeting ads
but I personally have never paid for any
of my videos to reach people personally
haven't done it doesn't mean it's not a
good idea I don't like to do it because
sometimes it can skew the following it
can sometimes hurt the people that
follow you are following you because
they saw one particular advert not
necessarily because they understand what
you're trying to do so in 5 years I've
managed to resist ever boosting or
paying for reach but it doesn't mean to
say it's not something you shouldn't
understand cuz for your business it
might work well one of the best ways to
think about it I know someone for for
example who's selling stationary it cost
them 20p to do the ad and every time
they get a sale they make 40p profit so
it makes total sense for them to do the
ads because they don't really want to be
fussed building a community or spending
years building up a following they can't
be bothered with any of that which I
think is a shame but I also get it it
can be a great way if you spend 20p on
the ad and you make 40p profit then
absolutely you should do it but it is a
dark art and the link is down below from
a company that I believe is quite good
next up is PR Market a lot of people
misunderstand this and this is I spent
years understanding how to get right and
you don't need to be a PR expert to do
all of these things now not only am I
hoping you're getting lots of value from
this video and if you are please do do
comment or share or like to let me know
you enjoying the video but the more
important thing is that PR companies
will charge you thousands of pounds to
do what I'm be a to tell you how to do
now for free so be careful with PR
companies because a lot of them will
sell you stuff you don't need and PR
strategy when it comes to Market Mar in
can be very powerful now the best way
for me to maybe explain first step in PR
marketing is tell you my own story I
bought a staircase in Twickenham it was
in the news the staircase for sale in
London the first time a staircase had
ever gone for sale in London in the
crazy property Market that is the world
right now cuz property's being abused by
people doing buy to rent and all that
stuff the news headline is staircases
for sale in London now it resonated with
me instantly when I heard it on the news
two reasons one do believe everything is
a step-by-step process so owning a
staircase kind of fits how I think about
the world so why not own the staircase
and make that physical illustration of
how everything is step by step including
learning marketing but also I knew if I
bought that staircase if presently all
these newspapers and all these radio
stations were covering the staircase
they would want to know who bought it
right so I knew I could news Jack by
buying that staircase and that staircase
in the end cost me £40,000 after all the
legals and everything else so you don't
need to spend 0,000 to do what I did you
just listen to the news and think how
can you
newsjack now newsjacking is done by a
lot of influencers if you watch people
that are popular with a video they then
might critique it right and that's how
they new that they take somebody that's
popular and they do something themselves
around that popular thing if I talk
right now about politics it would
probably do quite well because we're
about to go into an election now when
you're watching this YouTube video later
the election might be over and we might
be in the middle of a nuclear war who
knows the point I'm trying to make is
hopefully Nigel farage is not in charge
and you can news check you can look at
what's happening in the news related to
your subject matter ideally I wouldn't
just some people just jump on these new
things for the sake of getting exposure
they damage their brand when they do
that because they get following around
that subject so for example I tend to
not talk too much about politics because
I don't want a load of people that are
political activists being a part of my
community that's actually not what I'm
about so I don't necessarily want to
hijack news related stories but anything
to do with entrepreneurship so I just
saw Tim Cook talk about the Apple Mouse
and how it was a success when everyone
in the world for it was a failure I did
consider jumping into that cuz that went
a bit viral that he still thinks the
Apple mouse was a popular thing right so
I was tempted to jump in there as a
business person and talk about it it
wasn't quite right for me but it was in
the news I could have jacked it right so
that's what you need to think about how
can you Jack the news and you can get
amazing PR marketing by jumping on the
back of something else that's already
popular now another way of doing that
and a less aggressive way perhaps is to
be the person that the Press come to
around certain subjects so for example
if you're in the distribution business
perhaps next time there's a brexit story
you want to write to the journalist and
say because of brexit my business has
suffered or benefited depending on your
take on it and I have something to say
on this subject so whenever anybody ever
writes about brexit which sick and tired
of that word but you know you can insert
yourself as the authority in that
subject one side or the other so a news
reporter is always looking for someone
that can give them a Viewpoint one side
or the other on a story so look out in
newspapers look out online for who's
writing about what that might relate to
your business and your life and insert
yourself right to the journalist Twitter
by the way or X whatever we're calling
it these days is where most journalists
hang out so an interesting hack is to
follow all the journalists on Twitter
and then comment on their posts they get
to know you and when the time is right
slip into their DMS and let them know
you can help them with a particular
subject to a PL story that may or may
not be writing in the future I call this
make friend with
journalists making friends with the
people that you want to work with on the
pr should be done with sincerity and
with the Viewpoint that can you help
that journalist write a better story if
your side of the story is inserted into
any story they do in the future number
three this might sound so basic I'm
shocked how many people don't do this
every time there's a new story of any
sort and someone else has posted about
it comment on that post especially
people that have a lot of influence
around that particular subject and try
to get in there early set the alerts
early when I first started doing this if
anyone was writing about business in
general I would always set the alert and
make a comment in their Instagram in
their Tik Tok in their Linkin I'd be the
person having an opinion on that subject
so you can insert yourself in other
people's feeds other people's social
media feeds and become the authority
I've got thousands of likes commenting
on someone else's post I built up my
brand by connecting to something that
matters to me within someone else's feet
again this is a press related activity
so think about it from a news story
point of view what new story is someone
posting about that you want to insert
your opinion about and become the
authority in that subject that's how you
leverage PR and just call this one
comment have a comment have a voice be a
part of the conversation number four try
to get on the news now again a bit like
I was saying earlier about getting on TV
it's not that hard now don't do anything
crazy to get on the news but if you do a
flash mob you might get on the news if
you do a charity drive or a long run
across Africa you may get in the news
and once you get in the news you can
take that news clip and post it on your
social media feeds I was recently on a
pretty crappy show that's now since
closed down called St pack lunch and I
was happy to go on it it was a great
experience I took the clip I think I got
about 50 views on Channel 4 from that
being on that show but I took the clip
from that show and I put it on my social
media channels it's now had couple of
million I views at least so it's not me
being on the TV show itself that
actually proved to be beneficial it was
the authority that me being on TV
brought when I put it on social media so
learn to leverage that now you only need
to get on TV once somehow to to leverage
this sort of thing again try to bring
value to the broadcast try to insert
yourself if you follow all the other
things I've just mentioned newsjack
comment on news stories talk to the
Press you'll probably get invited do
something good in the world will often
get you on the news this isn't told
enough I've been on the news quite a lot
because I'm doing something good most
people think they have to be on the news
for I don't know robbing a bank right
sure that won't be good press will it so
ultimately try to think about what good
you can do in the world and that will
lead getting on TV I a brilliant name
for this get on TV now it doesn't have
to be TV it can also be on someone's
podcast it can be on someone in
someone's YouTube story it doesn't have
to be TV per se but I'm just using that
to illustrate the idea to you PR
marketing is powerful if you leverage it
right now that's PR marketing for you
brand marketing now is big and it's the
one I've left at the end because it ties
all of this together if you don't
understand how to do brand marketing a
lot of what I've just described to you
previously can actually hurt you so for
example if you do rob a b and you get on
TV to do it that will not be good for
your brand right brand
marketing the first thing I'll say about
brand marketing is can you name me a
brand that you love today you don't
instantly know the person who that brand
is attached to so for example do you
love IBM I don't think so right who's
running IBM who knows who cares these
Brands become irrelevant over time brand
marketing today is about connection
that's why what I mentioned earlier in
this video is all connected you have to
make brand today have a personal
connection one mistake I see a lot of
people on Tik Tok doing is they set up a
Tik Tok account with their company name
which feels okay I've got my company
name secured but no one wants to follow
a company no one cares about a company
people care about people despite what
the news tells us people care about
people so the best thing you can do is
update your company profile on Tik Tok
with James building sheds.com right
you've got to make it personal that's
the first thing I'm going to tell you
about brand marketing business is
personal it's when people say
don't take it personally it's all
personal people want to buy from
people they don't really want to buy
from Brands now they will buy from Apple
but in part because they're bought into
the Steve Jobs story and now Tim Cook
who is going to protect your data it's
all part of that image that Apple are
creating the personal brand of Tim Cook
is deliberately designed to make you
trust apple with their data that's what
he's all about Steady Hand a trusted
person a techie he's going to trust he's
trustworthy that's what that personal
brand is about Mark zukerberg a lot of
people confused about Mark zukerberg as
a personal brand I don't like Mark
zuberg as a when I see him I'm sure we
all feel the same something weird right
but he does appeal to tech people he's
actually there to bring in Tech Talent
he's there to allow Facebook to help
build Tech that's what his personal
brand is there to do he's not there to
make the consumers happy he's there to
bring in Tech Talent so personal brand
if you start analyzing businesses you'll
see the ones that are the most
successful Oprah Ryan Reynolds these
personal brands are powering up
companies in the future I mean
Kardashians we us to laugh at these
folks but they're brilliant personal
brand people have a personal connection
they'll buy from these people you must
learn to make it personal the second
thing I'll teach you about brand
marketing there's two types of sales cuz
this Al marketing is sales right there's
reactive sales and there's proactive
sales proactive sales is you go out
there and sell it's hard to do proactive
sales it's good to do it I've done a
whole video on sales which you can watch
it's a brilliant video about how you do
sales but in marketing the reason
marketing is so powerful is because it
creates reactive sales reactive sales
are people coming to you people calling
you and probably the best example I've
seen today of this kind of reactive
sales is liquid death first of all they
name a product that instantly stands out
you're like why would you name a drink
something death right second is their
marketing is brilliant they just did a
video clip which I love of them smoking
in a classroom and giving kids sugar to
drink like it's just brilliant right
kids smoking it's weird but it's
brilliant marketing and that makes me
want to proactively go buy the product
right that is the genius of marketing
learn proactive sales and I've done a
sales video all on this anyway you can
go watch later but a proactive approach
to sales you want to create a marketing
your brand marketing campaign that makes
people go oh my God that Brand's
different oh my God that brand has these
values that I align with oh my God that
brand cares about the problem they're
trying to solve and I care about the
same problem brand is about relationship
ship it's not about an image of what a
logo looks like or the colors none of
that matters what matters is the
philosophy behind your company what are
you doing is often obvious how are you
doing it it's often obvious but why are
you doing it what is your purpose build
that into brand so make it personal and
have a purpose and you have a proactive
sales mindset number three when it comes
to Brand understand there's two
different parts of branding the first
part is company branding the second part
is personal branding branding now
company branding without personal
branding as I just mentioned I think
longterm is a problem in today's world
people want to know who's behind the
company what their philosophy is what
they're going to do with data but in
branding the best way for me to explain
this would probably be let's say the
camera we're filming this on right now
it's a brand now the brand itself might
not have a Founder it might not have
someone that wants to be the face of the
company so what do these brands do they
get someone who has the respect within
their industry so Peter mckinon for
example is a well-respected photographer
with millions and millions of followers
online camera company will sponsor him
so he then becomes the spokesperson and
the Ambassador and I guess the moral
guardian of that brand so they as brand
will leverage a personal brand to give
their brand relevance so I think most
people starting a business today the
cheap way to do it is to make yourself
the personal brand to make yourself the
way to do it of course if you're a big
company you can afford to pay an
influencer to be your represent ation
then great in the past people giving me
equity in companies to be their brand
master I think this is quite a clever
way to do it go Daddy hired me to be
their brand ambassador for a year the
point is that that's how you do it if
you've got lots of money if you haven't
got lots of money ideally one of you you
or your co-founder or someone in your
company can be your brand ambassador and
illustrate to the people at large what
your values are because that's what it's
about brand is about your values your
mission statement it says Who You Are
it's not a pretty color and a nice
looking shape it tells people at a
glance what your values are to have a
brand
strategy are you going to be the brand
yourself is your co-founder going to be
the brand are you going to bring someone
in who's going to be the brand or are
you going to hire people to make your
brand alignments and values clear number
four now brand marketing is a really
complicated subject but once you've
understood personal brand and its impact
you understand the proactive sales
approach and you understand brand
strategy the final thing probably is
like literally the marketing of a brand
so of course you want to be aligned to
the right people as I've just mentioned
you might find that sales come from
Brand trust so for example I'm not
genuinely downloading anything from a
brand I don't know I'm not going to open
up an email from someone I don't know we
have a inbuilt protection system if we
don't trust the brand we tend to not
interact with it so you need to build
trust now trust in my opinion comes from
giving everything you've got two people
without any catch every time you add a
catch I think you hurt a brand so when
people sell a course for example they
start off saying oh everything in the
video is going to be free and then at
the end of the video they start selling
you something they hurt their brand they
reduce trust now in this video I'm never
going to sell you anything because I've
got nothing to sell the point I'm trying
to make here is that trust is key to
making a brand work you want to build
trust and you do it I think by giving
giving giving now you might think well
if I keep giving I won't make any money
not true you'll create brand value most
companies in this world that are worth a
lot of money spent years doing stuff for
free big Brands like Instagram for years
the service is free today they had
verification and they had this way of
making money and that way of making
money but for the first few years it's
just about here's a product that can
bring value to you the point I'm trying
to make is soon as they start selling
your data you don't trust them anymore
right so trust is key to building a
brand and if you get trust you'll get
sales if you can build a brand that is
trusted and then you can promote that
brand use the other things I taught you
earlier you will make a lot of money
brands are the future build a brand
notot of business a business on its own
is not scalable a brand you can add huge
amounts of value both pricing wise you
can charge more but also people will
trust you more the open rate on your
emails will be higher people will look
at that billboard when they walk out of
their office and they'll care about your
business they'll watch your content
you'll make money on social media you
see how it all ties together I hope
you've enjoyed this video today I'm
going to go eat some chicken for lunch
now starving appreciate you guys thank
you so much for listening got any
questions drop them in the comments I
will try to read them
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