17 Years of Marketing Advice in 46 Mins

Summary

This video offers invaluable insights from a successful marketer who has generated over $7.8 billion in sales across 1,067 niches worldwide. The speaker emphasizes the importance of balancing product quality and marketing, understanding market demand, mastering storytelling, and leveraging direct response advertising. Key points include focusing on customer retention, taking bold risks, playing the long game, and the rising importance of creativity in the age of AI. Practical advice is provided on developing compelling offers, enhancing customer experience, and building a strong brand through both organic and paid strategies.

Takeaways

• 🚀 **Emphasize Both Product and Marketing**: Success lies in the synergy of a great product and exceptional marketing, rather than focusing on one over the other.
• 🌐 **Global Reach**: The speaker has a wide reach, with clients in 136 countries, highlighting the importance of a global marketing strategy.
• 📈 **Sales Over $7.8 Billion**: The speaker's experience in generating significant sales underscores the effectiveness of their marketing strategies.
• 💡 **Market Selection**: Choosing the right market is pivotal; it's about finding a market starving for your product, not just any market.
• 🛠️ **Product Versus Marketing**: The speaker argues against the idea that either a product or marketing alone can guarantee success.
• 📊 **Direct Response and Brand Advertising**: Both direct response and brand advertising have their place and can coexist in a marketing strategy.
• 💼 **From Chef to Business Builder**: The transition from being personally involved in every task to building a team and focusing on revenue-generating activities is crucial for business growth.
• 🎯 **Targeted Marketing**: Understanding and targeting the right market segment is essential for effective marketing and sales.
• 📝 **Storytelling in Marketing**: Storytelling is a powerful tool in marketing that can help build brands and connect with customers on a deeper level.
• 🔍 **Market Research**: The speaker stresses the importance of market research to understand customer needs and desires, which is fundamental to successful marketing.
• 💰 **Pricing Strategy**: Pricing should be based on the value delivered to the customer, not just the cost to produce the product or service.

Q & A

What is the speaker's area of expertise and what has he achieved in his career?

The speaker is an expert in marketing and has achieved significant results, generating clients that have contributed to over 7.8 billion dollars in sales across 1,067 different niches and 136 countries.

How many team members does the speaker have in his agency, and what is his role on Shark Tank?

The speaker has 100 team members in his agency and he is an investor on the show Shark Tank.

What is the speaker's main purpose in sharing the video content?

The speaker aims to share all the lessons he has learned throughout his journey, including the mistakes he has made, to help viewers shortcut their learning curve in becoming a marketer.

Why does the speaker believe that marketing is a crucial skill to acquire?

The speaker believes marketing is crucial because it is applicable in any career or life path, as it involves promoting and selling products, services, or oneself, and can fundamentally change one's life trajectory.

What is the speaker's stance on the debate between product and marketing?

The speaker believes that both product and marketing are essential and that neither can be neglected. Success comes from having an exceptional product that is marketed well.

What is the importance of market selection in business according to the speaker?

Market selection is pivotal because even with the best product and marketing strategy, if the business is in the wrong market, all efforts will be futile.

What is the difference between direct response and brand advertising as explained by the speaker?

Direct response advertising elicits an immediate action from the audience, such as making a purchase or signing up for a lead. Brand advertising focuses on reinforcing a message or lifestyle and building recognition over time.

Why is storytelling so important in marketing according to the speaker?

Storytelling is important because it is a highly leveraged skill that can build businesses, brands, and attract customers more effectively than any other form of communication.

What is the speaker's advice on the balance between organic and paid marketing strategies?

The speaker advises not to rely solely on organic growth or paid advertising but to use both strategies in tandem, using organic content to feed and test the paid advertising engine.

How does the speaker define the role of pricing in business?

The speaker defines pricing as a balance where a transaction occurs when the perceived value of a product or service exceeds its price. The goal is to create enough demand to allow for pricing at the highest premium possible.

What is the speaker's perspective on the future of marketing with the advent of AI?

The speaker believes that while AI will automate many tasks, the true differentiator will be human creativity and the ability to come up with big ideas that can guide AI, rather than being replaced by it.

Outlines

00:00

🌟 The Power of Marketing

The speaker introduces himself as a successful marketer with extensive experience, having generated billions in sales and worked with clients worldwide. He emphasizes the importance of marketing in business success and personal career growth, highlighting its role in attracting and retaining clients. The speaker promises to share his knowledge and mistakes to help others become successful marketers.

05:02

🔍 Market Selection and Product Viability

The speaker discusses the critical importance of market selection and having a product that the market is starving for. He shares his early business experience selling water filters in a market that didn't need them, underscoring the need for compelling offers that solve pressing problems. He advises launching with a minimal viable product to test market appetite before developing the business further.

10:02

📢 Direct Response vs. Brand Marketing

Exploring the differences between direct response marketing and brand marketing, the speaker notes that many successful brands started with direct response strategies. He argues that new businesses should initially focus on direct response to generate immediate sales and learn about their market before investing in brand-building activities. Direct response helps in understanding customer needs, which is essential for long-term brand success.

15:04

📈 Organic vs. Paid Marketing

The speaker explains the dynamics between organic and paid marketing, noting that both require investment, either in money or time. He advises using organic strategies to test messaging and hooks before amplifying successful content with paid ads. A balanced approach, integrating both organic and paid tactics, is essential for sustained business growth.

20:04

📖 The Power of Storytelling

Emphasizing storytelling as a critical skill, the speaker details how clear writing and compelling narratives can attract customers and team members. He suggests focusing on hooks and framing to capture attention and advises using the Hemingway app for clarity. The ability to tell stories that resonate with the market is crucial for effective communication and marketing.

25:06

🎯 Capturing Attention

Attention is a valuable currency in today's market. The speaker stresses the importance of creating engaging content that competes with numerous distractions. Effective marketing starts with capturing attention through compelling and entertaining content, which then increases overall engagement and consumption of the marketing message.

30:08

🔥 Building Desire vs. Selling

The speaker differentiates between building desire and selling. Marketing should create such a strong desire for the product that the selling process becomes redundant. He uses Apple as an example, where products create enough demand that customers seek them out without aggressive sales tactics. The key is to articulate pain points and present a unique, desirable solution.

35:10

💰 Pricing and Value

Discussing pricing strategies, the speaker explains that pricing should reflect the value the product provides rather than just covering costs. Understanding the value to the customer and adjusting pricing accordingly can maximize profits and allow for reinvestment in product and service improvements. The goal is to create a demand that exceeds supply at the highest possible price.

40:13

👨‍🍳 The Chef vs. The Business Builder

The speaker addresses the transition from being a skilled practitioner to a business builder. Many entrepreneurs start businesses based on their passion but struggle with the broader demands of business management. He advises focusing on revenue-generating activities, hiring and training staff, and moving from hands-on roles to strategic oversight to scale the business effectively.

45:15

🏌️‍♂️ Taking Big Swings

Taking big, bold actions can lead to disproportionate success. The speaker encourages entrepreneurs to take significant risks once they have the financial stability to do so. These big swings, when unique and innovative, can set a business apart in the marketplace and lead to substantial growth and success.

📺 Master One Marketing Channel

The speaker emphasizes mastering one marketing channel, starting with demand capture for immediate sales. Once proficient, businesses can move to demand generation to create a larger market for their product. This approach requires skill in attracting and converting uninterested prospects, which can lead to explosive business growth.

📊 The Larger Market Formula

Introducing the larger market formula, the speaker explains that only a small percentage of any market is ready to buy at any time. Effective marketing involves addressing not only this ready-to-buy segment but also those who are gathering information or unaware of their problem. This broader approach can significantly expand a business's reach and potential customer base.

🕒 Quick Money vs. Big Slow Money

The speaker contrasts the pursuit of quick profits with long-term business strategies. While immediate revenue is necessary for survival, long-term planning and investments can lead to greater, more sustainable success. Entrepreneurs are encouraged to balance short-term gains with long-term goals for enduring business growth.

📚 Focus on Long-Term Skills

Focusing on skills with a long half-life, such as leadership and communication, provides lasting value in business. The speaker advises continually making oneself redundant by delegating tasks to focus on these high-leverage skills, which will compound over time and drive sustained business success.

👥 Increasing Customer Lifetime Value

Marketers should prioritize increasing the average lifetime value of customers over reducing acquisition costs. Providing exceptional products and services that encourage repeat business and customer loyalty can lead to higher profitability and market dominance, allowing the business to spend more on acquiring new customers.

🏆 Master the Basics

The most successful business people consistently master the fundamentals. The speaker argues that while advanced tactics may seem appealing, focusing on delivering exceptional products and basic marketing principles will yield better results. Sticking to the basics and executing them well is a proven path to success.

🤔 Addressing Market Skepticism

Market skepticism is at an all-time high due to low barriers to entry and prevalent incompetence. To counteract this, businesses must provide genuine value and help prospects by actually helping them. Demonstrating the unique benefits of their product and differentiating from competitors is essential to overcome skepticism and drive conversions.

🃏 The Godfather Offer

A compelling offer that clearly defines benefits and minimizes risk can significantly boost sales. The speaker advises creating offers so strong that they worry the founder, which ensures they are genuinely attractive to customers. This approach reduces acquisition costs and increases conversion rates.

🎩 Showmanship and Exceptional Service

Showmanship in marketing and exceptional customer service can create memorable experiences that customers won't forget. The speaker uses Ritz-Carlton's service model as an example of going above and beyond to delight customers, which leads to positive word-of-mouth and increased customer loyalty.

🤖 AI and the Future of Marketing

With the rise of AI, the manual aspects of marketing will become automated. However, creativity and big ideas will be the differentiators in the future. The speaker emphasizes the importance of imagination and solitude to foster creativity, which will guide the effective use of AI in marketing campaigns.

Keywords

💡Marketing

Marketing is the core theme of the video, defined as the activity of promoting and selling products and services. It's not just about attracting customers but also retaining them and delivering on promises. The video emphasizes that marketing is a fundamental skill that can change one's life trajectory, as it is applicable to any career or personal branding. The script mentions that successful businesses focus on reorders rather than just orders, highlighting the importance of customer retention and satisfaction in marketing.

💡Sales

Sales are integral to marketing, as they represent the act of selling products or services to customers. The video script discusses the importance of sales techniques and strategies for achieving business success.

Highlights

The presenter is an experienced marketer with a global clientele, having generated 7.8 billion dollars in sales across 1,067 niches and 136 countries.

Marketing is identified as a crucial skill for personal and business success, involving not just promotion but also client retention and delivery on promises.

A balanced approach to product and marketing is emphasized, cautioning against over-focusing on one aspect to the detriment of the other.

The importance of market selection is underscored, with advice to sell in markets that are already hungry for the product, not those that need convincing.

The concept of direct response marketing is introduced as a means to elicit immediate action from customers, contrasted with brand advertising.

A step-by-step approach to building a business is recommended, starting with direct response to understand the market before investing in brand building.

The presenter advocates for the use of storytelling in marketing, highlighting its effectiveness in engaging customers and building brands.

Clear writing and communication are presented as foundational skills for effective storytelling and marketing.

The necessity of capturing attention in a competitive market is discussed, with strategies for making marketing content entertaining and valuable.

Building desire in the market is key, with the goal of making sales feel redundant by creating products that people actively seek out.

Pricing strategy is discussed, with advice to focus on the value delivered to the customer rather than the cost of production.

The transition from being a 'chef' to a 'business builder' is explored, emphasizing the need to move beyond hands-on work to scale a business.

The importance of taking calculated risks in business is highlighted, with encouragement to 'swing big' to achieve disproportionate results.

Mastering one marketing channel before attempting to diversify is recommended, with a focus on demand capture for initial growth.

The 'larger market formula' is introduced, explaining the different segments of a market and how to effectively market to each.

A long-term perspective on business growth is encouraged, with a focus on 'big slow money' over quick profits.

The presenter advises focusing on skills with a long 'half-life' in business, such as leadership and communication, over quickly changing technical skills.

A strategy for customer retention is outlined, suggesting that increasing customer lifetime value should be prioritized over lowering acquisition costs.

The importance of doing the basics well in business is stressed, as advanced tactics are less effective without a strong foundation.

Addressing skepticism in the market is discussed, with a focus on providing value and proving effectiveness to build trust.

The concept of a 'Godfather offer' is introduced, emphasizing the power of a compelling offer over a convincing argument in sales.

Showmanship in business is highlighted as a way to create memorable experiences for customers, setting a brand apart from competitors.

The impact of AI on marketing is considered, with a focus on the importance of creativity and ideas in a world where many tasks may become automated.

Transcripts

so there's one thing that I'm good at it

is marketing I have got thousands of

clients I've generated those clients

over 7.8 billion dollar in sales I've

gotten these results in over 1,067

different niches for clients that are in

136 different countries around the world

I've got 100 team members in my agency

and I'm also an investor on Shark Tank

today what I'm going to be doing is just

giving you everything that I have

learned along my journey all the

mistakes that I've paid for in full so I

can shortcut wherever you are on your

learning curve on becoming a marketer

there is no way that you cannot watch

this video and if you take notes and

actually implement the stuff that I'm

going to tell you for you not to make

way more money than what you're making

right now so what is marketing Marketing

in general I believe is probably the

most important and valuable skill that

you can ever acquire because regardless

of the career that you choose or the

different path that you walk down in

your life you're going to be faced in

some way in either marketing a business

or marketing yourself and it is

fundamentally a skill that can change

the trajectory of your life like no

other marketing is the activity of

promoting and selling products and

services but more importantly than that

it's also in not only attracting and

getting clients but retaining them and

then being able to deliver on your

promises because all successful

businesses are focused on not being in

the order business but being in the

reorder business do you want to be in a

situation where your clients are worth

more to you than any other person in

your industry and your Market therefore

you can spend the most to not only

acquire those clients but to also

service those clients and to have team

members come in and help you service

them and being able to have the funds to

actually pay for them this brings us to

step number one product versus marketing

there are so many people in the business

world that sit in one camp that it's

like it's just all about product if you

have a great product then you're going

to be able to go out there and crush

anybody cuz the word's going to spread

and everyone's going to come to you and

then they're going to want to buy your

thing and then you've got another school

of thought that it's just like all you

need is marketing like you just have

like marketing and you can sell anything

I believe that both of these people are

wrong it's not about product or it's not

about marketing but it really is about

both not all businesses are sexy just

focusing only on product and thinking

that that is the only that it is that

you need is a lie and I've seen so many

businesses die because of this they set

up their business they develop a logo

and then they just spend like a year or

two years of their life perfecting their

product or service they launch their

business and they never get any

customers even though their product is

great they can never ever scale it

because they're not marketing it and

then it just becomes this job but it's

worse than a job for them because

they're not getting paid holiday instead

of working 40 hours a week they're

working 880 hours a week and their life

is just left like the scraps of what's

left from their business and then you

have the other angle where the marketer

that goes out there and he has no

emphasis on product and customer

experience he's got a shitty product

that is pouring gasoline on and it

spreads and then negative word of mouth

spreads and then it's gone and then

they're on to the next business they

just keep on launching new offers and

new businesses and new markets because

they don't have any emphas on product

and realistically if you look at the

biggest businesses in the world those

businesses have an exceptional product

that they Market exceptionally well you

really need to get out of the mindset of

it's just product or it's just marketing

which brings us to step number two to

sell something that the market is

starving for when I got started in my

entrepreneurial career started by

selling water filters and I had to learn

a very hard lesson everyone in Australia

at the time had the perception that it

was completely fine to drink the tap

water so I was entering into a market

that people were not starving for the

product and instead of having a

compelling offer that solves a burning

problem I was trying to have a

convincing argument and everything was

like just pushing a ball up a hill and

swimming against the Raging current that

was the river of the desires of my

Marketplace when you're launching a

business you want to launch with a

minimal viable product or a minimal

viable offer and that is just enough for

it to be good enough for you to sell it

and you want to do that to test the

appetite that there is in the

marketplace and then only once you have

proven that there is an appetite for

what it is that you're selling do you

then want to go and develop the back end

of the business most people if you speak

to them they all have a business idea

right like everyone has a business idea

and then they're like oh I can't do that

because I saw somebody else had a

business in that Niche or I've seen that

idea before and they spend most of their

life looking for a completely unique

idea for the business that is they want

to start that is a horrible horrible

idea you want to look for markets that

there are lots of people in that Niche

and it is competitive because that has

proven that there is a need and so the

most pivotal thing above everything when

it comes to marketing is Market

selection you can have the sexiest logo

the best team the most dialed in funnel

if you are in the wrong Market Nothing

Else Matters and when it comes to

product the overarching advice that I

can give anybody is to build a business

that you would want to be a customer of

third point is direct response versus

brand direct response if you don't know

is the for format of advertising where

you're putting out messages in front of

a Marketplace that elicits a direct

response call this number go to our

website click this button become a lead

or buy something where you've got the

brand World advertising to tell people

that you exist to reinforce a message or

a lifestyle that you are trying to

depict if you ask most people like what

is the best brand in the world apple is

a brand that comes up in that

conversation a lot and what you'll find

is that a lot of these Brands they all

got their roots in direct response like

apple they were cold calling computer

dealers to get their computers stocked

into those networks and a lot of the

things that they were doing in the

beginning like were direct selling it

was direct response marketing throughout

their evolution they earned the right to

become a brand this is an argument that

I see a lot online people are talking

about hey like it's all about hardcore

direct response or they sit in the brand

camp and that is the only thing they

think is important the reality of it is

there is big businesses that have been

created in both of those categories

you've got businesses like guthy ranker

they do $2 billion a year in sales they

are behind Tony Robbins blew him up

using infomercials they've got like

proactive they've got brands with JLo

and they've been able to build a massive

monstr business using direct response

you've got lvmh group that have Louis

Vuitton they've got Sephora they've got

a whole range of Brands under their

umbrella yet these guys they spend $16

billion a year on Advertising I see so

many people they think it's all about

brand and they'll sit down and they'll

come up with these beautiful cut up

color palettes and the typography and

the sand serif and the logo and the

brand Mark and the site and all of this

kind of stuff they do not have a brand

most of these people they have a logo in

order to have a brand you need to have

customers the best place to start if

you're getting out and you do not have

huge amounts of venture capital is to

start in direct response whether it's at

local markets it's cold calling people

it's local dming people it's you being

the influencer and creating the organic

Tik Tok content in the beginning only

once you do that and you intimately

understand your customer you'll

understand what's important to your

Market will you understand how to

actually build a brand you're using

direct response you're making money

you're spending that money to make the

product or service even better you're

building the brand you're attracting the

right people that can help you then go

and build that brand even further and

that just accelerates and accelerates

and accelerates and then you can focus

on more brand building exercises of like

what is important to us as a company

what do we stand for what is the problem

that we solve for the market who is the

customer and what is important to them

and you can start to spend money that

emphasizes those things within your

direct response marketing mix and you

can keep that going like a flywheel and

so that is what I have seen from all the

brands that I have worked with which is

all the way from small to mom and pop

businesses all the way up to

multi-billion Dollar Behemoth Point

number four is organic versus paid

another two very defined groups of

thought some people think hey you always

have to be able to spend money to

acquire a customer and then you've got

one school of thought that it's like

only focus on putting content out and

getting customers organically and have

that word of mouth spread but both of

those are resources that you're paying

with one of them is you're using money

and the other one that you're using time

there is no such thing as free

advertising organic is meant to be in a

way where it sounds like it's free but

it's not it cost money for me to have

these cameras and videographers and

lighting and mic and the time and energy

that is required in order to produce

that content as well so they all come

with a cost when I started you know I

started in direct selling I was cold

calling businesses I got a few clients I

got enough to start running some direct

response style ads and only after I was

doing more than $10 million a year in

Revenue did I start doing all of this

stuff and producing YouTube content and

doing all of those things I do believe

that organic shows huge huge potential

that's why I'm spending the time and

energy and doing what it is that I need

to do but I would not rely purely on

organic to build my business one of the

things that has become more apparent

with Instagram reals and Tik Tok is that

you want to use organic to feed the paid

engine so it's a great way now that you

can get Distribution on these platforms

without having huge follower bases for

you to test hooks and for you to test

messaging that works in your Marketplace

and then finding out what works

organically and then turning that into

an ad and then amplifying it the

customer journey is not like a funnel

anymore it's changed the people that are

going to maybe discover you from an ad

they're going to do a Google sniff test

go to your YouTube watch two videos then

get retargeted on Facebook download a

high value content offer or some type of

opin or register for a webinar watch

that go on your email list get five

emails book in a call and buy one feeds

the other you want to have a combination

of both if you start with Organic and

there's no one looking at your stuff and

that frustrates you and you stay there

that's ultimately going to kill your

business so it's not either or it's both

Point number five is storytelling

storytelling above all else when it

comes to building businesses Brands and

going out there and getting lots of

customers is Bar None the most highly

leveraged skill that you can have and a

lot of people talk about storytelling

but then they don't really tell you like

what are the steps that it is that you

need to take in order to become a better

Storyteller and that's what I'm going to

do for you and the best place to start

is being a good writer and being able to

clearly

articulate what it is that you want to

say because you've got a side of your

business that's going to be the employer

brand and and wanting to attract team

members into your business where you're

going to need to be able to very clearly

articulate why it would be great to come

and join your team and then you've got

the storytelling component of how do you

actually tell compelling stories that

get people to want to buy your things so

the first thing to understand is that a

good writer is a good thinker they have

clear thoughts because when you sit down

to write something by definition you

have to get clear of what it is that you

want to write whether it's a job ad or

it's a Facebook ad or it's landing page

copy you have to actually crystallize

your thoughts and then write them down

you then want to think about the clarity

of your writing and a great app that I

use that helps with this is the

Hemingway app now I have studied the New

York Times bestseller list the best

YouTubers the people that have been

elected into the most powerful officers

in the world and the commonality that

you will see in all of their forms of

Storytelling is that they write and

speak at a sixth grade reading level or

below and the reason for that is that

you will not alienate people by having

your message too clear to consume but

you will certainly alienate people by

making it so verbose and over the-top

and hard to comprehend that people will

stop paying attention to your message

the next part of Storytelling is really

in your communication style so

communication is something that you need

to create time in your week or in your

schedule to become better at because

you're going to be communicating until

the day that you die and you're not only

going to be getting the leverage in that

within your business you'll be getting

that in all your relationships like

anything it's a skill that can be

acquired and you need to practice it the

next thing when it comes to storytelling

is Hooks and Framing and a hook by

definition is something that does just

that it hooks people it is a statement

that you can grab the attention of a

group of people and make them pay

attention to what it is that you've got

to say one good hook is worth more than

a thousand of the most masterful crafted

copy that exists and you want to spend a

disproportionate amount of your time on

the hooks because if you can't hook

somebody it doesn't matter how good the

rest of that piece of communication is

with this you want to be a student of

markets you want to go onto Tik Tok you

want to go onto YouTube you want to be

going on Instagram reals and having a

look at the videos that get the most

views and have a look at what it is that

they're doing in those Hulks and the

last point on storytelling is what you

say is infinitely more important than

how you say it most people spend the

majority of their time finessing words

on how they are saying a particular

thing when instead what you want to do

is you want to focus on saying the right

things in the first place and the way

that you do that is you look at customer

service complaints you look at reviews

you be in Facebook groups you look at

YouTube comments and you really

understand what that beating pulse is of

your Marketplace so that when you write

words they strike like lightning cuz

they specifically talk to the pain

points of your Marketplace once you know

that you're saying the right thing then

think about saying it in the the best

way possible Point number six the very

very first sale that you will make is

the sale for somebody's attention and

we're living in a day and age where

attention is a new form of currency we

all hear that all the time you're no

longer competing with Bob down the

street that's in a similar business to

you you're competing with all the other

Alternatives that possibly exist for

your prospect to spend their time and

attention on Netflix Instagram YouTube

everything is on the phone right and

this thing is the arena that you must

compete in to get people's attention and

if your stuff is boring and D then you

are going to be dead on arrival and if

you look at what the biggest brands in

the world are doing and how they stand

out I used to like look at them and

think like like how is this going to

sell anything like this this is this is

the most outrageous ad it has nothing to

do with even selling the product in the

first place and the thing that I didn't

understand at the time is the game that

these guys were playing is that they

were winning the first game which is to

get attention and to get people to

consume the message in the first place

is this piece of marketing communication

this ad this video this promo this

subject line is it enough that it is

worthy of my customers attention and it

is greater for them to consume than all

the other Alternatives that exist that

are probably infinitely more

entertaining than what it is that you've

got to sell and if you can't

fundamentally answer that with a big

resounding yes then you have already

pushing the boulder up the hill and the

thing that you can do to get the most

amount of throughput in your whole

funnel with everything that you do is

just to increase consumption and the

best way to increase consumption is to

by definition have something that that

is entertaining to have strong Haws and

very good packaging to that content

Point number seven is building desire

versus selling marketing's job is to

make sales redundant you should be

building so much desire in your

Marketplace that people are already sold

before you even ask them to buy you

build enough desire that people are

coming to you and they're lining up

asking for help for what it is that

you're selling think about an Apple shop

right you don't have to ever go into an

Apple shop and the person there's like

aggressively selling you a MacBook Pro

like the people that are in an apple

shop they're just order takers they have

earned that right they have built enough

Desire by creating incredible products

that solve pressing problems in the most

elegant way that exists they can charge

a premium for doing so and there's so

much desire around that that people

people are literally by definition lined

up out the front of their stores to buy

their products at a premium and that's a

good Telltale sign that they are

absolute Masters at not only creating an

exceptional product but they are also

exceptional marketers that is literally

your job as a marketer to be

articulating the pain points showing

them how your product solves them

agitating those pain points and then

Pres presenting your offer as something

that is truly unique and exciting and

unlike anything that they've ever seen

or heard about before so whenever you're

in those situations and people aren't

willingly handing over money just

understand that the reason that they're

not doing it is because you simply

aren't good enough yet and you haven't

built enough desire in your Marketplace

and you're either not marketing enough

or the marketing isn't effective Point

number eight pricing price is what you

pay and value is what you get to quote

Warren Buffett and a transaction takes

place where value exceeds price and in

business you really want to get into a

situation where you have way more demand

than supply of what it is that you've

got and then you play with the price

elasticity equilibrium I.E you figure

out where on the demand curve do you

need to price your product so that you

can fulfill and you can able to actually

meet the demand for what it is that

you've got and you have enough Supply to

meet that demand at the highest premium

possible most people when it comes to

pricing they look at how much it costs

to deliver that product or service and

then they mark up a multiple of what

they think is reasonable this is the

worst thing that you can do because a

lot of the time when people do that they

never factor in all the other overheads

that exist in order to acquire a

customer the ads the sales team the

product Innovation team the packaging

inflation all of those things instead

what you want to do is you want to

prescribe a value to the problem that

your product solves and that is the

thing that you want to think about what

it would be worth to my customer in

order to help them solve that problem

the more money that you make the more

that you can invest in your product and

service the more people that you can

hire the more Innovation that you can

spend on to solve that problem in a

better way for more and more people

which brings us to the next point the

chef versus the business Builder most

people they start their business because

they are the chef that loves cooking

they think hey I really love cooking why

don't I start a catering business they

think that their love for what it is is

enough for them to build a business and

and there's an underbelly to this they

are the person jiating the carrots and

scrubbing the potatoes they're all

plating up the food they're doing all

the accounts they're doing the tax

returns they're doing all the errands

that need to be done within their

business and they end up overworked and

underpaid for what it is that they're

doing and the amount of stress that

they're burdening from themselves they

get basically put at a fork in a road

which is do I continue doing what I'm

doing right now which is very very

stressful or do I hire people to help me

come in and grow this business and the

problem is what got you here is not

going to get you there and the skills

that you do of being on the tools and

doing all of those things you realize as

you start to bring people into your

business like hey like I can't do this

anymore if I want the business to grow

and I need to start focusing on things

that actually move the money needle and

bring enough cash into the business in

order for me to hire people to train

people to retain people to lead people

and your skill set goes from being the

practitioner to actually being the

business Builder that is responsible for

growing this business and they are two

entirely different skill sets there is

like this place that I call Death Valley

and it's where you as the business owner

you're doing absolutely everything that

is required in your business yourself

you're working very very long hours

you're very very stressed yeah you're

making good money but you don't have any

time to even spend that money or spend

with your family or do any of those

things because you're so busy doing all

of these stuff and then you're like

this is not the reason I got into

business I got into business because

there was going to be like lots of

freedom and I'd be making more money and

I might have location Independence but

then you realize that that's not the

case and then you're like oh what do I

do okay I need to hire some people all

right in order to hire people I need to

have enough money to hire those people

and then if I go and hire them and then

I'm going to be spending all my time

training those people then who's going

to be delivering for my clients like how

am I going to do that and it's the

Chicken and the Egg it's a a cycle that

I say all businesses have to go through

and it is very character forming and you

learn a lot about yourself and it

becomes very very stressful and you need

to understand that is typically a season

or a chapter and it's not going to be

forever and you need to quickly get in

and get out of that situation and the

way that you do that is focusing on on

the activities in your business that are

Revenue producing what are the things

that are going to ring the cash register

bring in customers so that you have

enough funds to go hire people build a

team and then as you build the team they

can become more competent help you come

in and run the business and then you can

focus more on the revenue producing

activities the better that you become as

a marketer the more highly leveraged

tasks that you'll be working on in the

beginning that might be the onetoone

interactions of getting customers and

then it might be marketing and running

ads and then it will be like oh you're

focused on your employer brand you

always want to look at how much is a

unit of time worth to you take the total

amount of profit that you earn in a

month or in a year and divide that by

the number of hours that you work in a

month or year and you do not want to be

doing anything that is below that hourly

rate that you could then go out and hire

somebody to do those things Point number

10 take big swings the more SU success

that you get the more money that you

acrw the more that you will have the

ability to take big swings and in the

beginning success is usually by taking

lots of smaller swings that aren't going

to put you out of business but the more

financial resources that you get if you

want what others don't have then you

need to do what others don't do and the

best way to do that is to take big

violent wild swings of something that no

one else in your Marketplace is doing

nothing else that you've ever done

before those are the things things that

are really going to give you the most

disproportionate results to what it is

that you're doing the more years that I

get under my belt in business the more I

realize that the bigger swings that I

take the further that I can hit the ball

Point number 11 Master one channel in

marketing you've got demand capture and

you've got demand generation and you do

not want to start by trying to master

both of those things straight out of the

game if there are people that are

actively searching for what it is that

you sell the easiest path for you to go

down is demand capture I.E are people on

Google actively looking for a solution

to what it is that you provide they are

the easiest people to convert you do not

need to have crazy offers Hooks and

storytelling or anything to be able to

convince those people to buy they are

customers that I call have a bleeding

neck and they're looking for an

immediate solution to that problem

demand capture are where the millions

are made but demand generation

are where the billions are made and that

is being able to go out into a

Marketplace and to generate demand to be

able to put out ads offers Hooks and

stories that actually gets people to

want what it is that you've got so think

Facebook ads YouTube ads and this is the

channel That unlocks the most violent

scale in any business because you're not

limited by the number of people that are

specifically searching for what it is

that you've got it also requires a much

greater level of skill because you need

to take somebody that is not remotely

even interested in what it is that

you've got and you need to piak their

interest in order to them provide a

solution to what it is that you've got

and actually get those people to buy

which brings us to point number 12 the

larger market formula basically what it

shows you is that in any given Market

there are 3% of people that are looking

to buy they're the people that already

know that they've got a problem they're

on Google they're looking for Solutions

to their problems then you have a

further 177% of the market they're the

guys that are in information gathering

mode they kind of out there seeking out

information they might not be looking to

buy right now but they're certainly

thinking about it and they're they're

open to it then you have a further 20%

of the market that is problem aware they

know that they have a problem they know

that they need to lose weight they need

to buy a car they need to meet a partner

but they're not actively out there

seeking out information and looking

looking to buy and then you have 60% of

the market that is not problem aware and

that's where it's your skill as a

marketer in the demand generation to be

able to go out to those people and to be

able to get their attention to hook them

in to keep them interested to build

enough desire in what it is that you've

got and then make them an offer and get

them to buy once you master the skill in

being able to do that that is when you

unlock a different level of geometric

growth for your business step number 13

quick fast money versus big Slow Money

the longer your time Horizon the bigger

the payoff is and if you're focused on

making as much money as you possibly can

right now then you are going to be

leaving a huge amount of money on the

table because you're not playing the

long game and longer games have fewer

players in them and you want to play in

decades not in years but most people

they're just so impatient that they want

that quick win that they're just

concerned only about how much money that

they're going to make this month or this

year where if you look at the biggest

businesses in the world take for example

Amazon they lost money for over a decade

before they started making money they

had such a longterm perspective of being

able to build build out a logistic Hub

of their business that would allow them

to reach all the customers at the scale

that they are today and that required a

significant investment but because they

were willing to do that they get to reap

the biggest money the big slow money and

you want to in the beginning be focused

on quick fast money because you need

money it's the oxygen that keeps you

know the lungs of your business full but

the more success that you see and the

more money that you kind of squirrel

away then that earns you the right to be

able to play longer games and really

think about not where do you want to be

this time next year where do you want to

be in 10 years what is the type of

business that you want to be building

and when you start thinking that long

term it completely changes your

perspective of the things that you

invest in in your business I learned

very early on in my career that people

don't want to get rich they want to be

rich you want to go and fish where the

fewest go because the fishing is best

where the fewest go and the fewest go

where those

longterm games where you're playing in

decades but the payoff for those things

is going to be infinitely more than the

whole pool of people that are playing

for the quick small money Point number

14 focus on the skills that have the

longest halflife in business there are

in infinite things that you can focus on

and the more success that you see the

more that you want to engineer your week

your month and your years to be focused

on acquiring the skills that are going

to compound throughout your whole career

so as a marketer you might start as the

salesperson you might start as the media

buyer that is running the Facebook ads

there is in Facebook ads all day long

what we know from Facebook ads now is

going to be entirely different like in

the next four years so I obsess over the

next year of becoming the best Facebook

media buyer in the world those skills

and all the time that I spend to acquire

them they are going to be completely

different in four years therefore they

have a very small halflife instead

leading people communicating with people

being a clear writer these are all

things that are going to continually

compound in whatever the skill or

whatever the business is that you run in

the future and as you continue to work

on those skills the biggest hack that I

have found is just to try to make

yourself redundant at every step of the

journey so that you can focus on those

skills that give you the most leverage

long term and that are going to serve

you because if they give you the most

leverage you're going to get the most

throughput and you're going to build a

much bigger opportunity for everybody

that's involved Point number 15 spend

80% of your time focusing on how to

increase the average lifetime of a

customer and spend 20% of your time

focusing on how to reduce your customer

acquisition cost if there's anything

that I see more common in the marketing

world is broke marketers obsessing on

how to lower their cost per lead or to

lower their customer acquisition cost

and they obsessively run crazy split

test they're buying every single

Facebook media buying course that exist

out there and they're just myopically

focused on this thing like it's the

detriment to their business and instead

what you want to do is focus 80% of your

time focusing on how do I deliver a

better product or service that either

gets people to buy more or to buy more

frequently and just provide an

incredible experience where my

customer's lifetime value

is higher than anybody else in my

industry or my category and therefore I

don't need to obsessively be focused on

how do I have the cheapest customer

acquisition cost I can afford to spend

the most to acquire a customer because I

make the most of each customer and

you're able just to snatch up everyone

in that Marketplace because you're not

worried about trying to shave $2 or3 off

your CPA 80% on increasing LTV and 20%

on reducing your customer acquisition

cost Point number 16 Advanced people

always do the basics I see people all

the time obsessed over doing the most

advanced and shiny things that's

possible and whenever I used to read

like biographies of billionaires or I'd

meet with people and I would ask them

about their journey I would feel like

that they're leaving out all the juice I

was like when are they going to get to

the Tactical stuff like the exact

sentences that I can say the exact ads

that I can run that are going to make me

successful and they always spoke in like

generalities and like in Frameworks and

I was like yeah like that's all good but

like give me the juice dude like give me

the actual specific things like yeah

okay cool like have an exceptional

product right and have it so exceptional

that you can charge premiums and then

make more profit per customer so that

you can hire the best people to come in

and help you with the business and make

sure that you break off a percentage of

your annual profits into R&D I was like

yeah that's all cool right like give me

the tactics Now give me the shiny

tactics and I realized after reading

lots of books speaking with lots of

people these Advanced people they always

did the fundamentals every time where if

you look at like a lot of gurus online

and if you look at a lot of business

experts they will be selling you the

most advanced thing the most advanced

tactic and a lot of times they don't

have big businesses because they're not

following the fundamentals they're

obsessed over the most advanced funnel

that you can have or the new Facebook ad

targeting strategy I can save you all

the heartache right now none of that

matters if you just do the

fundamentals and you do them

exceptionally well you will wipe the

floor with the people that have the most

complex Advanced funnels and AD

targeting strategies that exist Point

number 17 skepticism in the 17 years

that I have been in business one of the

constants that I have seen is that the

level of skepticism in all markets keeps

on increasing now that you have Tik Tok

and YouTube and all these organic

traffic engines that exist the barriers

to entry to start a business keep on

getting lower and lower then on the

other end of that you have the whole

Guru model where there's a whole bunch

of people out there that are selling

courses about people quitting their N9

to-5 and starting their own business you

have more people that are not experts

that are in business in every single

category that exists and as a result of

that there is a lot of incompetence and

that incompetence adds to people's bad

experience which also adds to their

skepticism people are just jaded they're

more skeptical than ever before and you

need to be very very present of that in

all of the marketing that you put out

there and the antidote to skepticism is

value and the thing that I have found

that you want to focus on is by proving

to people that you can help them by

actually helping them there is nothing

that you can do there is no headline

hack there's no ad targeting hack that

is going to Trump that and when you do

that you get a much larger group of your

Market that actually does buy because

you lower that skepticism meter of them

being burnt in the past and you provide

value and you prove to people that you

can help them by actually helping them

then in addition to that you also

provide all the Goodwill to your

Marketplace by helping people that are

never ever going to buy off you as well

so you need to throw stones at the other

Alternatives that exist that aren't your

product and you need to show how those

products have not been able to deliver

on the promise that they make in the

first place which forms into something

called a unique mechanism so we'll take

the weight loss market right is

someone's in the weight loss Market the

chances are that they have tried another

diet they've tried paleo keto

intermittent fasting they've tried all

of those things yet here they are still

overweight and wanting to lose the

weight and you need to be able to

articulate why all of those things have

failed the individual and then and only

then then do you present the unique

mechanism behind the solution which is

your product to solve that problem and

you need to compare and contrast and

show people how it is superior to all

the other Alternatives that exist in the

marketplace and unless that you're doing

that with your ads and your funnels and

your promos then you're never ever

addressing the skepticism that is

rampant in the market and unless you

address that skepticism your conversions

will always be low Point number 18 a

Godfather offer a compelling offer is

infinitely more powerful than a

convincing argument in any transaction

there is risk present and in most

transaction the business owner is asking

the prospect to wear all of that that

risk they're like this is the product

just buy it this is the price just buy

it when realistically you want to be

aware of the risk that is present in

every transaction and you want to burden

the majority of that risk as a business

owner and the more that you do that and

the more clearly Define the end benefit

that your offer enables the more

compelling your offer is now the biggest

rebuttal that I get when it comes to

making a Godfather offer is that like oh

wow you want me to burden all of that

risk and then if I do that there might

be refunds and that's going to cost me a

lot of money but the thing that most

business owners don't take into

consideration is that we are all in the

business of going out there and getting

attention and then converting that

attention into customers the more

compelling the offer the more people

that you're going to get to actually

convert and that is going to lower your

customer acquisition cost a compelling

offer is more so about having a very

clearly defined promise that you're

making and then removing all the risk

and my lipus test for this is if the

offer does not keep the founder up at

night then it's simply isn't strong

enough think about what is it that you

can add to make your offer more

compelling or how more clearly defined

that can you make it or how much more

risk can you burden for your prospects

to make a no-brainer for them do that

and watch your sales explode Point

number 19 Showmanship and service I

believe that Showmanship is one of the

most long lost art forms that exist in

business people will forget about what

you say in your ads what you write in

your

emails what's in the specific thing that

it is that you've got but they won't

forget about the way that you made them

feel not only only just being a showman

in your promotion and in your ads and in

the way that you get attention but even

in the way that you service delight and

surprise your customers and a great

example of this is be Ritz Carlton

they're kind of been studied as like the

gold standard of customer service and

one of the things that they've got is

that they give every single team member

in their business an allowance of

$2,000 for each incident not each person

staying in their hotel each incident to

write a wrong or a complaint that a

customer has while staying with them

they don't need to get approval they all

have $2,000 as a budget to write that

and as a result of that that just has

people having the most incredible

experience ever when they stay at their

hotels because if anything ever goes

wrong that person that is serving them

has the authority and power to spend

$2,000 to to make sure that that

experience is no longer an issue and use

that opportunity not to just overcome

that problem but to surprise and Delight

the customer not thinking about what is

reasonable what can you deliver on start

with the extremes and then you think

about how can I inject some of that in

my business what is it that I would be

able to do to surprise and Delight my

customers so that they have a remarkable

experience that they bu definition want

to go and leave a remark about and tell

other people and then you get more

customers and I have found that the more

Showmanship that I inject in my business

from the way that I promote and Market

to how we service and Delight customers

once they come in there is nothing quite

like lighting someone up with a big

smile or getting handwritten letters of

saying what a surprise and how delighted

that they are it's also good business

which brings us to Ai and the future of

marketing not a day goes by where I

don't receive an email a handwritten

letter or somebody asking me sub what

about AI like how is isn't this is going

to make all agencies redundant isn't

this going to make most businesses

redundant what are you focusing on as a

marketer as AI comes about and what do

you think is the areas that I need to

focus on that aren't going to be

replaced by Ai and I think that over the

last couple of years like I have been

completely in the trenches on AI and

applying it to my clients businesses to

my businesses and the more that I use it

and the more that I have my team use it

Things become apparent a lot of the

manual tasks that we do like

interpreting data operating Within These

auction pools on Facebook and Google ads

and doing media buying all of that stuff

is eventually and inevitably going to be

completely automated but if everybody is

using AI for all their media

buying and all of these marketing

campaigns that they're running then what

is going to be the differentiator what

is going to give people an edge

everybody has the same advantage and

that's been a question that I've been

obsessing over for the last year and a

half and the thing that I keep on coming

back to is it's all about the ideas and

in

imagination is more important than

knowledge to quote Albert Einstein and I

think that that is going to be something

that's going to ring true over the

decades to come and it's going to be

people's ability to come up with big

ideas and to apply their imagination

that then we can guide AI into to help

us do all the logistical script writing

media buying running the ads writing the

headlines and doing all of those things

and when it comes to like ideas and

creativity the thing that I have found

that helped that is that Solitude is the

wind that Stokes the flame of

creativity and you do not want to be in

a constant state of consumption because

the more that you consume the less that

you

create so if you want to create more you

have to consume fewer things and when

you allow time and space to transpire

and you allow quiet to happen and you go

for a walk without your phone that's

often the time when your imagination

runs wild it's these big ideas and these

Concepts that is going to be really the

differentiator with the coming of AI so

I hope this serves you wherever you're

at on your business Journey like

subscribe and I'll see you in the next

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