7 Effective Marketing Strategies for 2024 (TIPS, TRICKS & TACTICS)

Summary

亚当在视频中分享了七个鲜为人知的营销秘诀，旨在帮助观众深入理解营销策略，提升营销效果。他强调了营销中的“最小有效剂量”概念，指出许多企业营销不足。亚当提倡找到市场的“甜蜜点”，遵循“营销七次法则”以增加品牌曝光度，利用“纯粹曝光效应”建立信任。此外，他建议深入而非广泛地了解目标市场，创建理想客户化身（ICA），并专注于客户的“奇迹”和“痛苦”，以及营销时要突出好处而非特性。

Takeaways

• 📈 营销成功与否往往不是因为策略问题，而是由于营销活动的数量不足，即缺乏足够的市场曝光度。
• 🔍 要识别并达到营销的“甜蜜点”，即市场饱和度，确保目标受众能够频繁地接触到品牌信息。
• 📊 营销的“规则七”表明，潜在客户通常需要与品牌有大约七次的接触，才会做出购买决定。
• 🤔 “纯粹曝光效应”是一个心理现象，表明人们会因为频繁接触而增加对某事物的信任和喜爱。
• 🎯 营销应该具有针对性，深入了解并专注于理想客户群体（ICA），而不是泛泛地面向所有人。
• 👥 理解客户群体的地理和心理特征，包括他们的价值观、态度、兴趣和信仰，对于创建有效的营销策略至关重要。
• 🛍️ 确定客户的“奇迹”（他们想要的东西）和“痛苦”（他们想要避免的问题），这有助于创建与客户情感共鸣的营销信息。
• 🍖 “卖好处，而不是特性”是一个常见的营销建议，强调了传递产品或服务带来的实际利益比单纯介绍功能更为重要。
• 🔄 如果首次营销未能成功转化客户，下一次可以尝试先介绍产品特性，再展示这些特性带来的好处，以此结合情感和逻辑的驱动力。
• 📧 电子邮件营销是建立客户关系和提高品牌曝光度的有效方式，不要害怕发送比常规建议更多的邮件。
• 📉 避免在营销中“一刀切”，应根据不同类型的理想客户群体定制不同的营销信息和策略。

Q & A

亚当在视频中提到的'营销秘诀'主要关注什么方面？

亚当在视频中提到的'营销秘诀'主要关注于理解营销可能不奏效的深层原因，以及如何通过七个核心概念来提升营销效果，包括增加营销量、找到营销的'甜点'、理解营销规则七、利用单纯曝光效应、深入而非广泛的市场定位、创建理想的客户化身(ICA)、识别客户的奇迹和痛苦、强调好处而非特性、以及在营销中结合情感和逻辑。

为什么很多人的营销策略没有达到预期效果？

很多人的营销策略没有达到预期效果，主要是因为他们没有做足够的营销工作。他们可能期望通过一次社交媒体帖子、一个Facebook广告或一个YouTube视频就能迅速走红，而实际上营销需要时间和持续的努力。

什么是营销的'甜点'？

营销的'甜点'是指在营销努力中达到一个点，在这个点上，你的市场饱和度足够，能够确保你的目标受众真正看到你的内容，并且你已经饱和了所有可能的接触点。

营销规则七是什么？

营销规则七是指一个人在做出购买决定之前，通常需要与品牌有大约七次的接触或互动。这个规则强调了持续接触和互动的重要性。

什么是单纯曝光效应？

单纯曝光效应是一种心理现象，表明人们会因为频繁地看到某物或某人而逐渐产生信任感。这种现象说明了为什么频繁地在目标受众面前展示品牌是重要的。

为什么要进行电子邮件营销，并且比你认为的要多？

进行电子邮件营销可以利用单纯曝光效应，通过频繁但不烦人的接触，建立受众对品牌的信任和熟悉度。而且，电子邮件营销是一种直接与受众沟通的有效方式，可以提供价值、内容和优惠。

什么是理想的客户化身(ICA)？

理想的客户化身(ICA)是对你理想客户的详细描述，包括他们的人口统计特征、地理特征和心理特征。了解ICA有助于你更精准地定位市场和定制营销信息。

为什么在营销中要关注客户的'奇迹'和'痛苦'？

关注客户的'奇迹'和'痛苦'可以帮助你更好地理解他们的需求和欲望，以及他们想要避免的问题。这样，你可以将你的产品或服务定位为解决这些问题的桥梁，从而更有效地吸引和转化潜在客户。

在营销中为什么要强调好处而不是特性？

强调好处而不是特性是因为客户更关心产品或服务如何改善他们的生活，而不是产品的具体功能。好处能够触动客户的情感，这是驱动他们采取行动的更强大的动力。

为什么在营销中需要结合情感和逻辑？

结合情感和逻辑可以覆盖更广泛的受众，因为不同的人在不同的时间和情境下可能更受情感或逻辑的驱动。通过首先触动情感，然后提供逻辑支持，可以更全面地说服潜在客户。

为什么营销需要时间和投资？

营销需要时间和投资，因为它是一个持续的过程，需要不断地与目标受众建立联系、提供价值，并根据他们的反应调整策略。没有足够的时间和资源投入，很难实现有效的市场渗透和品牌建设。

为什么说没有营销漏斗是营销中的最大错误？

没有营销漏斗意味着没有一个清晰的计划来吸引、参与和转化潜在客户。营销漏斗帮助企业系统地管理客户旅程，如果没有这个概念，企业可能只是在希望和愿望中营销，而不是基于策略和数据。

Outlines

00:00

😀 营销未见效的真正原因

Adam在本段中提出了营销可能未达预期效果的真正原因，并非是营销策略本身的问题，而是很多人没有投入足够的营销努力。他指出，许多人错误地认为只需发布一条社交媒体帖子或一则广告就能迅速成功，但实际上营销需要时间和资源的持续投入。Adam强调了识别营销的'最佳点'，即在投入和产出之间找到平衡点，并通过一个简单的图表解释了'最小有效剂量'（MED）的概念，指出大多数企业都未能达到这个剂量，因此他们的营销效果不佳。

05:01

📈 营销的饱和点与市场潜力

在第二段中，Adam讨论了所谓的营销饱和点，即在达到市场潜力之前，企业可以不断增加营销活动的数量和频率。他指出，即使是年收入百万美元的企业，在数十亿计的市场中也只是冰山一角。Adam强调，通过增加帖子数量、视频发布频率或开设更多频道和播客，企业可以大幅提升其市场覆盖率。他还提到了'营销规则七'，即潜在客户通常需要与品牌有七次接触才会做出购买决定，这强调了持续营销活动的重要性。

10:01

🔑 熟悉效应与电子邮件营销的重要性

Adam在这一段中介绍了'熟悉效应'，这是一种心理现象，表明人们倾向于信任他们经常看到的事物。他将这一概念应用于营销，强调了频繁出现在目标客户面前的重要性，并提倡使用电子邮件营销来增加与客户的接触点。他反驳了关于电子邮件营销的一些常见误区，建议至少每周发送三封电子邮件，以利用熟悉效应和营销规则七。

15:02

🎯 精准定位目标市场而非广泛撒网

在这一段中，Adam强调了精准定位目标市场的重要性，批评了那些声称'所有人'都是他们目标客户的营销策略。他建议通过缩小目标范围来深化与潜在客户的联系，而不是与大量人群建立表面层次的联系。Adam讨论了创建理想客户化身（ICA）的过程，包括分析客户的年龄、性别、收入等人口统计信息，以及他们的价值观、态度、兴趣和信念等心理特征。

20:04

🛍️ 客户奇迹与痛苦的识别

Adam在这一段中深入探讨了如何通过理解客户的'奇迹'（他们想要的、需要的、梦想的东西）和'痛苦'（他们的恐惧、问题、痛苦和挫折）来创建理想客户化身。他指出，营销的真正价值在于识别这些奇迹和痛苦，并在营销信息中传达出如何帮助客户从痛苦过渡到奇迹。这种理解使企业能够更有效地与客户沟通，并促使他们采取行动。

🔄 营销中情感与逻辑的交替使用

在最后一段中，Adam讨论了在营销中如何交替使用情感和逻辑来说服潜在客户。他指出，虽然情感是驱动人们采取行动的更强大的力量，但逻辑也扮演着重要角色。他建议在首次营销尝试中强调产品或服务的好处，如果这不起作用，下一次则先介绍产品的功能，然后再解释这些功能如何带来好处。Adam还提到了社会证明、推荐信、保证和风险逆转等其他营销工具的使用，以增加说服力。

Keywords

💡营销秘诀

营销秘诀是指那些不常被讨论，但在营销实践中非常有效的方法或策略。在视频中，Adam提到了七个营销秘诀，这些秘诀是帮助观众理解为何他们的营销可能没有达到预期效果，并提供了提升营销效果的方法。

💡营销甜点

营销甜点是指在营销活动中达到最佳效果的那个点，在视频中，Adam用一个钟形曲线来形象地描述这个概念。它指的是在一定的营销努力之后，能够开始看到明显效果的阶段，是营销活动中量变到质变的关键区域。

💡最小有效剂量

最小有效剂量（MED）是指在营销活动中，达到能够开始产生影响的最低活动量。在视频中，Adam指出许多企业在这个阶段就放弃了，因为他们没有意识到需要更多的营销活动来积累足够的动力和触点。

💡营销规则七

营销规则七是指潜在客户通常需要与品牌有七次接触，才会做出购买决定。这个概念强调了在营销中持续接触和互动的重要性，说明了为什么需要多次的营销努力来促成销售。

💡纯粹曝光效应

纯粹曝光效应是一个心理学现象，指的是人们对于频繁出现的事物会产生更多的信任和喜爱。在视频中，Adam解释了这个效应如何影响消费者对品牌的认知，以及为什么频繁出现在目标市场面前可以增加品牌的可信度。

💡理想客户化身

理想客户化身（ICA）是营销中的一个概念，指的是品牌理想中的典型客户的形象。在视频中，Adam讨论了如何通过确定ICA的共同特征来更精准地定位和吸引目标客户群体。

💡奇迹与痛苦

奇迹与痛苦是指客户的梦想和恐惧，是他们想要实现的理想状态和想要避免的问题。在视频中，Adam强调了理解客户的这些深层次需求对于创建有效营销信息的重要性。

💡功能与好处

功能与好处是指产品或服务的具体属性和这些属性带给客户的实际益处。在视频中，Adam讨论了在营销中强调好处而不是仅仅罗列功能的重要性，因为好处更能触动客户的情感，促使他们采取行动。

💡营销漏斗

营销漏斗是一个模型，用来描述潜在客户从初次了解产品到最终购买的整个过程。在视频中，Adam提到了营销漏斗的重要性，以及如何通过漏斗管理客户的购买旅程。

💡情感驱动

情感驱动是指营销信息通过触动客户的情感来促使他们做出购买决定。在视频中，Adam解释了情感在营销中的作用，以及为什么情感比逻辑更能驱动客户的购买行为。

Highlights

分享了七个营销秘密或技巧，这些通常不被经常讨论，因为它们比社交媒体上的快速技巧更为复杂和微妙。

营销可能效果不佳的真正原因是很多人没有做足够的营销，这是一个数量问题，而非质量。

提出了“营销甜点”概念，即在达到一定营销量之前，所做的营销效果几乎为零。

解释了“最小有效剂量”(MED)，即在达到此范围之前，营销活动几乎无效。

强调了营销的“甜点区域”，在这个区域中，营销活动开始产生效果，需要达到市场的饱和点。

讨论了“营销规则七”，即潜在客户通常需要七次接触点才能做出购买决定。

提到了“单纯曝光效应”，即人们会因为频繁看到某物而对其产生信任感。

建议进行电子邮件营销，并强调其重要性，反驳了一周只发送一封营销邮件的传统观念。

提出“深入而非广泛”的营销策略，强调与少数人建立深层次联系的重要性。

介绍了理想客户化身(ICA)的概念，强调了解客户共同特征的重要性。

讨论了客户的“奇迹”和“痛苦”，即客户想要的东西和他们想要避免的问题。

强调了营销中“好处”比“特性”更重要，因为客户更关心产品如何改善他们的生活。

提出了营销中情感驱动的重要性，以及如何通过情感来促使客户采取行动。

讨论了在营销中先强调好处，如果不成功，再强调特性的策略。

提到了营销漏斗的重要性，以及没有营销漏斗可能导致的问题。

最后，提出了一个数字营销策略视频链接，帮助观众提升他们的营销效果。

Transcripts

- Hey there, my friend, Adam here.

Today, I wanna share with you seven marketing secrets

or marketing hacks or marketing tricks,

essentially things that nobody's really talking about.

Not even me that often.

And it's because they're a little more complicated

and a little more nuanced

than the quick hits that we often get

when it comes to social media,

things like post at this time,

or adapt your content for this algorithm tweak

or use this kind of font or this kind of color

or all of those things.

What I'd rather do is get to the core of why your marketing

may not be working as well as you want.

And even if it is working okay,

understanding the seven things

that I'm gonna be walking you through here today

will allow you to immediately upgrade all of it.

Get better results, more clicks, more traffic,

more sales from everything you do.

And not only that,

probably the most important thing that I could ever give you

is to show you how to think about your marketing,

how to process different marketing strategies

and basically the crazy stuff that goes on inside my head

when I'm evaluating different marketing tactics and tools

and resources and all of that.

So my goal here today is as ambitious as it is,

is to try to pack seven secrets and seven hacks

into a very short period of time,

so that you're gonna be able to watch this.

And you're going to be able to extract

these little golden nuggets and apply them to your business,

to your client's business,

to whatever it is that you're doing.

And it starts right now.

So the very first thing that we need to talk about

is kind of what ends up happening when someone says,

"Hey, my marketing's just not working.

Like, it's just nothing's happening.

No one's clicking.

No one's watching my stuff.

The algorithm isn't pushing it or promoting it to people.

Nothing's working."

It's something that I hear all the time.

I see it in the comments below very common.

90% of the time,

it's because they're just not doing enough marketing.

It's just a question of volume.

It's a question of quantity, not so much quality.

So let me explain.

I don't know who's to blame for this one.

Maybe it's the get-rich-quick things.

Maybe it's all of the courses and the programs

that promise that you can become a millionaire in 30 days

with no work or whatever it is.

But for some reason, when people think about marketing,

they think that all they need to do is make a Facebook ad

or an Instagram ad or post one video on YouTube

and they'll just blow up

and become the next viral sensation

and everything will just work out miraculously well,

and, seriously, I wish this was the case.

That'd be amazing, but it's not, right.

It's like marketing is just a business function.

I'm gonna make this sound horribly boring,

but it's like accounting or finance

or legal aspects of a business or HR or sales

or whatever it is.

They're all just different business functions,

which means that they require time.

They require energy.

They require money and investment in them

in order to get them to work.

Now, what ends up happening

is most people will make one post on social media.

It won't get the traction.

And then they'll swear off that platform.

So they'll hop over here,

try out Twitter now and make a couple tweets.

Nobody engages.

So they say, "Well, Twitter doesn't work,"

and they'll make a YouTube video.

And then that won't take off and they get frustrated

and they get angry because it's just not working

when the reality is, they probably just haven't done enough.

And that's why the first concept,

the first sort of hacker secret

is identifying the marketing sweet spot.

So in the most rudimentary art drawing class ever,

let me show you exactly what I mean by marketing sweet spot.

And you can see where you fall

and where the vast majority of businesses fall.

And if you find yourself in this position,

you know that the answer is to keep on pushing through.

It's not to dial back.

It's not to pivot.

It's not to do anything like that.

It's just to keep going forward.

So lemme show you what that looks like.

So I want you to imagine for a second, a bell curve,

kind of like the traditional bell curve.

Of course, that'll be the, there we go.

We'll get some ink flowing here.

So this is our bell curve, our ugly, ugly bell curve.

And it's gonna have three different sections.

Now over here on the left,

this is what you're going to call

the minimum effective dose.

So the MED, the minimum effective dose.

Essentially, what ends up happening here

is until you're in this range, nothing you do matters.

It's about sort of making that one post on social media

that someone sees one time and then that's it.

And then you wonder why it's not working.

It's about spending $5 on Facebook ads or Instagram ads

and not getting immediate sales

and then sort of swearing off

the entire online advertising system and that,

but the reality is we just haven't hit

the minimum effective dose.

There's not enough momentum.

There's not enough touch points.

There's not enough exposures and reach and engagement

with the audience that you're trying to reach.

And we're gonna talk about that one in just a second,

but this is where 90% of businesses fall

as they sit around here in this minimum effective dose

kind of half committing to different strategies,

and then wondering why nothing's working

and the answer here, the solution is, again,

you've got to push through, you've got to move up here.

And this is the sweet spot.

This is where you're going to find

sort of the saturation of your market.

You're going to be hitting the number of touch points

that are required.

Again, we'll talk about that in just a second.

You're going to be making sure

that the people that you want to reach

are actually seeing your content.

You're gonna make sure that you've essentially saturated

everything that you can.

Now, the reality is this sweet spot is huge, massive,

massively huge.

Like when we're thinking about your business,

your market or your industry,

these are huge, huge industries,

billions and billions of dollars.

So unless your business

is doing a billion dollars a year or more,

there's more that you can do.

It's crazy when I hear about someone that thinks that,

"Well, look, I'm already posting once a day on Instagram,"

or, "I'm already making one YouTube video a week,"

or, "I've got a podcast.

I'm pretty much maxed out.

There's nothing else I can do."

And they're sitting at around, say a million bucks a year,

and they're in, let's use health and fitness.

So if you're in,

let's say the health and fitness industry,

this massive multi-billion dollar industry

and your business is doing a million a year,

two million a year, a hundred grand a year, whatever it is,

you haven't even scratched the surface

for what you're capable of doing

and for the amount of people that you could reach.

So you could go from one post a day to five posts a day.

You could make one video on YouTube a week

to one video on YouTube a day.

You could do two videos a day.

You could start other channels.

You could have other podcasts.

There's so much that you can do.

Now, of course, at some point,

you're going to reach this third area,

which is diminishing returns, biminishing returns.

There we go, D for diminishing, diminishing returns.

There's gonna be some point where eventually more money,

more effort, more time isn't gonna pay off,

but I can't even begin to tell you of all of the businesses

I've worked with over the last 10 years,

the tiniest fraction falls in here.

And typically it's when they're spending

like a million dollars a month on ads

and they simply can't get in front of more people

with their ads.

So they're doing blogging,

they're doing podcasting, they're doing SEO.

They're running Google ads and Facebook ads

and Instagram ads and all that.

The biggest example here

is if you're running some kind of search-based PPC,

pay-per-click advertising, like a Google search ad.

At the end of the day,

you can't make people search for more stuff.

So you can max out.

But again, you can make that broader.

You can go for discovery ad platforms

like Facebook and Instagram,

where you can put things in front of people

that may potentially be interested.

There's a lot of ways.

So the reality is,

let's find a bright, happy, colorful marker.

This is where we're going for, this sweet spot here.

Like everybody is down here

in this sort of minimum effective dose.

They haven't even scratched the surface for what's possible.

And then they're wondering why their marketing

is not working.

The best piece of advice of everything

that I could give you here

is, really, you just have to do more.

Now, of course, you need to be strategic.

You need to think through it.

That's what the rest of this is going to be about,

but more is your answer.

So on that note, how much more?

And that leads me to the marketing rule of seven.

Now, depending on your business or market or your industry,

depending on if you're selling something

for low-dollar value or high-dollar value,

it's kind of universally agreed

that for somebody to make a purchase decision,

for someone to take action and actually buy from you,

they need around seven touch points,

which means seven engagements,

seven interactions with your brand.

You can't simply put something in front of them one time,

expect them to buy and then call it a day.

You're gonna have to do this multiple times, seven.

Now, if it's expensive, it's gonna be seven to 14.

If it's significantly cheaper,

like you're selling a pack of gum for 99 cents or something,

you probably don't need seven touch points.

One should be sufficient,

but that rule of seven is important

because it forces you to not give up too early.

It's just like when you're looking

at these statistics around sales

and you realize that most conversions,

most closes for sales happen after like five rejections

or five follow ups, five emails, five extra calls.

It's rarely, pretty much never, the first time.

Same thing goes with marketing.

A bit of a side note here,

but marketing is kind of selling one to many,

sales is one to one, marketing, one to many.

So we use the same concepts, the same strategies,

all of that with sales.

But I like to think of marketing as a little more exciting

and a little more challenging even

because instead of trying to convince

one person at a time and overcome their objections

and their fears and their concerns,

we have to do this on mass

and we have to do it without really getting much feedback

from our market.

So rule of seven, that's important.

Now, how do we do this?

Well, we do this by showing up

in front of our ideal target market

where they're present and active,

which means that we need to be selective

about what social media platforms we're going to,

about what kind of content we're creating,

about where we're putting that.

And we need to make sure that it's in alignment,

not only with you and your content style

and what you like doing, hate doing,

but also where your people are.

In fact, that's the most important element.

There's no point on being on Twitter or Pinterest or TikTok

or Instagram or YouTube if your people aren't there.

So you've gotta find out

where they're present and active online,

and then you've got to make it your mission to follow up

and to make sure that you're consistently showing up

in front of them with value, with content, and with offers.

So that's the marketing rule of seven.

Now the next point is more of a psychological phenomenon,

more of a mental hack that you can use.

I've talked about this a ton on this channel here,

but it's called the mere exposure effect

and what the mere exposure effect is,

is a psychological phenomenon

that says we, as people, as humans,

we associate frequency with trust.

So the more often that we show up in front of people,

the more often that they see us, the more they know us,

the more they like us and the more that they trust us.

This kind of stems back to caveman days,

where if we saw something enough times

and it didn't try to kill us or eat us,

we assumed it was safe.

Well, all of that programming,

all of that evolution is carried forward to today.

So now when we see things again and again and again,

we naturally start to like things more

because we're familiar with them.

They're less scary

and, therefore, we're more likely to trust them.

So this is why the marketing rule of seven is so important.

This is why following up is so important.

This is why making sure

that you've got a solid email marketing strategy

in place is paramount.

It's crucial.

Probably the second most important thing I could offer here,

the first one is to make sure

that you get out of that minimum effective dose zone

and into the sweet spot, by doing more.

The second probably most valuable piece of advice

I could give you is to make sure

that you're doing some kind of email marketing

and you're doing it more than you think.

So for some weird reason,

there's this rule, this gospel in the marketing world,

that you should send one marketing email a week at most,

maybe one a month, 'cause you don't wanna bother people.

Garbage. It's absolute garbage.

There's plenty of businesses and industries

where you could send one email every three days,

you could send one email a day.

There's some businesses and companies

that I've consulted for and done work with

and own and have stake in

that do two emails a day and it works.

People don't get angry, they don't unsubscribe.

You've just got to know who your market is.

At the very least, however,

I'd say that you should be shooting for three emails a week,

kind of at minimum.

Otherwise, again, you're not going to have the chance

to establish yourself

and to take advantage of all of those touch points

and the marketing rule of seven

and the mere exposure effect.

And that leads me perfectly to the next kind of secret,

which is that you really wanna go deep rather than broad.

So let me tell you what is probably my biggest pet peeve

when it comes to marketing.

And that's whenever I ask somebody,

"Well, who's your target market?"

And they say, "Everyone,"

or "People with money," and that's amazing.

That'd be great,

but there's like eight billion people on the planet.

And I promise you, you don't want all of them.

Even if they all wanted to do business with you,

some of them are just terrible, terrible fits

for your business.

So why don't we rein that in a little bit.

And even if we were to say separate men and women,

well, now, we're down to like four billion

or then we separate to this country.

Now we're down to like a hundred million

and then maybe this area, now we're down to 30 million.

I mean, still, we're gonna wanna carve that down

to a significantly lower number,

someone that you're going to be able to connect with

on a deeper level.

So the easiest way to do this

is to take a look at yourself and your business.

Now I appreciate you are not your customer.

You know things that they don't know,

you have experiences that they don't have.

However, most people, when it comes to business,

they're solving a problem that they had at some point.

They're solving something that they know about,

that they care about,

that they want to share and help other people.

So you probably understand a little bit about your situation

and what they're going through,

and, therefore, you're more likely to attract people

similar to you.

It's another kind of same reason

that if you are a personal brand or a coach or consultant

or someone like that, you tend to attract people,

give or take 10 years around your age.

So if you're 30, you'll attract like 20 to 40.

If you're 40, you'll attract 30 to 50, whatever it is.

There's like this 20-year sliding scale,

10 years on each side that tends to work,

that can balloon out a little bit here and there.

But on average, you'll find most of your people

fall in that range.

Again, it's just because you relate to them better.

You know the words that they use,

you grew up in the similar time,

you have the same references, all of that stuff.

But the point is you want to go deep here

and you wanna make better connections with fewer people

than these superficial surface level connections

with a ton of people.

The big reason here is because when you go broad,

when you go after everybody,

you're forced to naturally water down your message.

It becomes more vanilla, it becomes more bland.

And it has to, because if you are being specific

about someone's unique pains and unique problems,

well, it wouldn't be appealing or interesting

to, like, everybody else.

So, therefore, you have to make it broad.

And when you're broad,

you're boring and everybody just ignores you.

And you sound like 99% of the other businesses

and marketers out there saying the same things,

like we offer higher quality

and we offer better service and all of that stuff

that everybody's heard a million times before

and they're completely blind and deaf to.

So the best way to solve this

is to move on to our next point here,

which is that you need an ICA.

ICA is marketing talk for ideal customer avatar.

I'm not completely strict

on this exact fictional representation

of your ideal customer.

And you've got to give them a name and a hair color,

and they've got to wear this kind of shoes

and listen to this kind of music.

I don't think that's necessary.

It's helpful at times, what I think is more important

is that you get really clear around the commonalities,

the common characteristics that your top customers,

your top clients, your top audience members have in common.

And we typically divide this

into three different categories.

The first of which being demographic.

So what's their age, their gender, their income,

their occupation, their title,

all of those stereotypical marketing things

that we associate.

Number two, what are their geographic details?

What city, state, province, country, where do they live?

Number three, they're psychographic details.

This is all of the head stuff.

And this is where the bulk of your ICA

should really be formed.

So what are their values, their attitudes,

their interests, their beliefs, their organizations,

their political affiliations, their lifestyles,

things that make them them.

After all, we often want to group people

into these broad buckets,

like men or women or this age or that age.

But the reality is depending on what product

or service you sell, you may have a wide range of that.

And it may be more problem based.

On the other hand,

you may also have multiple different ICAs,

ideal customer avatars.

That's cool too.

I'm all right if you've got like,

look, we work well with women who are 20 to 25

and we also work well with men who are 40 to 45,

but those two different ICAs

are gonna have different pains and problems

and fears and frustrations.

We'll talk about that in just a second.

So you can serve them both,

but you need to serve them both with different messages.

You simply can't appeal to them

by using the same generic, broad, bland terminology

'cause you're just gonna turn the other one off

by talking about things

that are completely irrelevant to them.

So you have an ICA,

but make sure that it's specific and you can have multiple.

And on that note, the way to dive into that

is with the psychographic details

of their values and attitudes and interests and beliefs.

And I call that their miracles and miseries.

So let me find my pen, and let's talk about that now.

All right, so when it comes to creating

your ideal customer avatar,

when it comes to thinking about your audience,

your clients, your customers, the money is, the value,

the real results that you're going to get

from your marketing come down

to identifying their miracles and miseries.

Now there's this great expression that I love

that says customers don't buy when they understand,

they buy when they feel understood.

The way to make them feel understood is with this.

So their miracles that's over here,

that's all the things that they want, their needs,

their desires, their dreams,

all of the things that they wish would happen,

the desired end state of where they're trying to get.

And then of course, over here, you've got their miseries.

These are their fears, their problems, their pains,

their frustrations,

all of the things that they're trying to get away from,

at least in regards to your business and to your offer.

You need to identify what these are

and ideally drill down into which the most important

and the most painful ones are.

And then what the most desirable end states are,

because then you're going to be able to position

your business as the bridge

that takes them from miracle, oh, here we go.

Memo to self: I gotta buy some smaller tip markers,

but that's it.

This is your business right there.

Your business's job, your offer, your product, your service,

whatever it is that you sell,

it's only mission is to move them away

from their current state that they're in right now,

that they don't want to be in, whatever that pain is,

and towards the desired end state.

And the better that you're able to communicate that,

which is essentially the job of marketing,

it's to communicate the value of what you have to them

in regards to your offer, your product, your service.

The better you're able to do that,

the more likely you are to get somebody to take action

and to actually buy from you and move them here.

And this is where the conversions happen.

It's right here.

It's moving them away from miseries and towards miracles.

And on that note, let's hit the next point here,

which is a very cliched thing to say,

but I wanna break it down a little bit more.

There's this super cliched saying in marketing

that says you want to sell the benefits, not the features

or sell the sizzle, not the steak.

The problem is, is that like most cliches,

there's that element of truth to it

that's absolutely the fact here,

is like when it comes to marketing

and to representing what it is that you're selling

and what you're trying to promote,

it's not about the features,

it's about what those features are going to deliver

through the benefits.

That's what they're after.

They don't care about features.

They care about how those features

are going to positively impact them.

So yes, we can make a cursory mention of the features.

We gotta highlight them.

We'll talk about them.

And we'll talk about kind of the flip side of that

in just a second, but the real value is in the benefit.

Now, one of my favorite examples

and it kind of stems from like, "Hey, sell me this pen."

Well, it comes down to,

this pen doesn't actually have a pen cap,

but we're gonna use that analogy anyway.

It's sort of like,

well, why does the pen have a pen cap or fictional pen cap?

And the reason that this pen has a pen cap

and the benefits it provides,

that's what we wanna highlight.

So the feature is a pen cap.

The benefits is, well, it prevents you from getting ink

all over yourself.

And then of course we could elaborate on that.

We could explain it a little further and so on.

A bit of a side note,

do you know why pen caps have like those tiny little holes?

I dunno if you've got a pen around, you can find one,

but like they've got those little holes on the pen lid,

it's actually so if you swallow it,

you don't choke to death.

Random, hey.

Anyway, the reason that benefits work

significantly better than features,

is because benefits are emotionally driven,

and emotion is far more powerful driver than logic.

It doesn't mean we can't have logic.

It doesn't mean we shouldn't use logic.

We absolutely should, but emotion is the money maker.

That's what compels somebody to take action.

When they feel it, like, deep down in their core,

this is going to make my life better.

This is going to help me achieve the goals that I want.

This is going to increase my status.

This is going to make me healthier or happier or wealthier

or any of those intrinsic drivers that we have as humans,

when we're able to properly communicate that,

that's when conversions happen.

That's when sales happen.

Now here's the kicker.

When you're first creating your marketing,

whether it's through an ad or a sales page

or a social media post or an email or anything like that,

we always wanna highlight the benefits.

And then of course, we're gonna talk about the features.

But if for some reason, people don't convert, we flip it.

And then the next time, we lead with features

and we back up the benefits.

And the reason that we do this

is because we know that emotion

is a significantly more powerful driver than logic,

but logic still has a part.

Not to mention, it's not that some people are,

or it's not just that some people

are more emotional than logical.

We all know those people

that fall on one end of the spectrum or another,

but it's also that we, as people,

we have days where we're more emotional or more logical.

And within those days,

we have hours where we're more emotional and more logical

and there's situations and circumstances

that you can't always control for,

which is why we really want to cover our bases.

We wanna, of course, lead with emotion,

'cause it's the most powerful driver,

but we want to back it up with logic.

The next time somebody interacts with us,

if we tried emotion and it didn't work,

we'll lead with logic and we'll back it up with emotion,

and we'll kind of go back and forth.

We'll sprinkle in social proof.

We'll sprinkle in other forms of testimonials,

we'll sprinkle in guarantees and risk reversals.

We'll use all of the tools in our toolbox as marketers

to get somebody to take action,

knowing full well that we don't have control

over where they're at right now in their current situation.

And it's funny, I didn't actually plan this,

but this actually kind of leads us full circle

back to that beginning statement

of minimum effective dose

of you're simply probably not doing enough

if you're not getting the results that you want.

I mean, you can see here,

when we look over the rule of seven

and the mere exposure effect, we need to go deep.

We need to have ICAs,

talk about their miracles and miseries.

We need to highlight benefits.

And if that doesn't work, we go for the logical element.

And then we go back to benefits.

All of this is going to take time.

It's gonna take energy,

and it's gonna take investment in your marketing,

which is why if you're at this stage right now

where it's just not delivering the results that you want,

you need to do more.

Now of course, I'm not gonna leave you hanging

with just that,

which is why I'm gonna link up a video right here

that's gonna show you a digital marketing strategy

that's going to help.

So make sure to check it out now,

and we'll see you in the next video.

Now the worst offense here is not having a marketing funnel

or more accurately not thinking about your marketing funnel

and instead, just hoping and wishing.