30 Years Of Marketing Knowledge In 53 Minutes

Summary

This video offers a comprehensive guide to marketing strategies, covering nine key elements such as hustle marketing, community marketing, social media marketing, profitable marketing, partner marketing, data marketing, PR marketing, and brand marketing. The speaker shares personal experiences and insights from building a successful personal brand and a $3 million company, emphasizing the importance of trust and personal connection in brand building.

Takeaways

• 📚 The speaker is a highly experienced marketer who has built a significant personal brand and a company worth $3 million in a year, offering marketing insights learned over 30 years for free.
• 💰 The speaker emphasizes the importance of 'hustle marketing', suggesting it as a low-cost, high-impact strategy that involves aggressive and innovative tactics like sticker marketing and guerilla marketing.
• 🤝 Community marketing is highlighted as a crucial strategy, focusing on building a dedicated community of fans and customers who can become brand ambassadors and drive organic growth.
• 🔥 Social media marketing is discussed, with the speaker sharing tips on how to create viral content that resonates with audiences by making them laugh, learn, or feel a connection.
• 💼 Profitable marketing is introduced as a way to not only promote a business but also generate income from marketing activities, leveraging content, products, and media appearances.
• 🤑 Partner marketing is explored, detailing how collaborations with influencers, brands, and even family members can amplify marketing efforts and reach.
• 📊 Data marketing is acknowledged as a necessary, albeit disliked by the speaker, component of modern marketing. It involves understanding and leveraging customer data to target marketing efforts more effectively.
• 📢 PR marketing is presented as a powerful tool for gaining exposure and credibility through media coverage, suggesting strategies like newsjacking and building relationships with journalists.
• 🏆 Brand marketing is emphasized as the unifying element of all marketing strategies, stressing the importance of personal connection, trust, and a clear mission in building a strong brand.
• 🚀 The speaker concludes by reinforcing the idea that marketing is an obsession and a passion, encouraging persistence and patience in building a brand and leveraging various marketing strategies.

Q & A

What is the speaker's area of expertise and what is he offering in the video?

The speaker is an expert in marketing, claiming to be one of the best in the world at it. He is offering a free course on marketing, sharing knowledge that took him 30 years to learn, which he suggests could be worth $5,000.

What are the nine key elements of marketing the speaker plans to teach?

The nine key elements of marketing the speaker plans to teach are hustle marketing, community marketing, social marketing, profitable marketing, partner marketing, paid marketing, data marketing, PR marketing, and brand marketing.

Can you explain the concept of 'hustle marketing' as mentioned in the video?

Hustle marketing is described as one of the cheapest ways to get a business known. It involves tactics like sticker marketing, gate crashing events, knocking on doors, and branding everything associated with the business. It requires confidence, strategy, and a sense of fun.

What is the significance of '1,000 true fans' in community marketing?

The '1,000 true fans' concept in community marketing refers to building a dedicated community of fans who believe in what you're doing and will promote and support you. It's about creating a group of 1,000 fans who are so passionate about your work that they can sustain your business.

How does the speaker define 'social marketing'?

Social marketing, as defined by the speaker, is about making content that resonates with people on social media. It involves making people laugh, teaching them something, or making them feel a connection. The speaker emphasizes the importance of bringing value and making people feel something through your marketing content.

What is 'profitable marketing' and how can it benefit a business?

Profitable marketing is about making money from your marketing efforts. It involves creating content that can generate revenue, such as YouTube videos, books, or products. The speaker suggests that if done correctly, companies may even pay you to market your business, and it can lead to significant financial gains.

How does the speaker view 'paid marketing'?

The speaker views paid marketing as necessary but not his favorite. He acknowledges that it's an important part of the marketing triangle and something that businesses need to understand and have as an option in their marketing arsenal.

What role does 'data marketing' play in the speaker's marketing strategy?

Data marketing is about understanding the information received from the backend of systems. The speaker admits he's not a fan of data marketing, but he recognizes its importance in boosting and creating incredible value. He suggests it's about targeting people in the right way and understanding their behaviors and preferences.

What is the speaker's approach to 'PR marketing'?

The speaker views PR marketing as misunderstood and underutilized. He suggests that it's more than just getting in the newspaper. The speaker emphasizes the importance of building relationships with journalists, inserting yourself into relevant news stories, and leveraging the authority that being on TV or in the news can bring.

How does the speaker define 'brand marketing' and why is it important?

Brand marketing, according to the speaker, is about making a brand have a personal connection. It's not just about the logo or the colors, but about the philosophy behind the company. The speaker emphasizes that brand marketing is about building trust and creating a relationship with the audience, which is key to driving sales.

Outlines

00:00

📚 Free Marketing Course Introduction

The speaker introduces themselves as a top marketer and offers a free marketing course, despite being advised to charge $5,000. They highlight their success in building a personal brand and a company called Helpback.com. The speaker emphasizes the importance of nine key elements of marketing and starts with 'hustle marketing,' which involves low-cost strategies to get a business known. Examples include sticker marketing and hustle hacking, like crashing a Batman movie filming dressed as Stormtroopers. The speaker also mentions the importance of not compromising the brand image, such as avoiding placing stickers on portaloos.

05:00

🏠 Personal Touch in Marketing and Community Building

The speaker shares a personal story about losing their father and how dealing with that trauma helped their career. They introduce BetterHelp, a therapy service, as a paid partner. The focus then shifts to community marketing, emphasizing the importance of customer service and building a community around the brand. The speaker discusses the concept of '1,000 true fans' and how starting with a small, dedicated community can lead to significant growth. They also mention 'beta community marketing,' where influencers are given early access to products, and 'subject matter marketing,' where people are mobilized around a cause rather than a product.

10:01

📈 Social Media Marketing Strategies

The speaker delves into social media marketing, explaining that it's more about engaging with people than just selling. They emphasize the importance of making people laugh, teach something, or create a connection to go viral. The speaker also discusses the value of bringing value to the audience, suggesting that selling the 'sizzle' rather than the 'steak' is crucial. They advise against cold selling on social media and instead recommend building a relationship with the audience. Persistence is highlighted as key, with the speaker mentioning their own consistent posting on social media.

15:01

💰 Profitable Marketing Techniques

The speaker discusses profitable marketing, explaining how content creation can generate income. They mention YouTube and TikTok as platforms where views can translate into revenue. The speaker also talks about creating products, such as books, that can both educate and promote the brand while generating profit. They suggest thinking creatively about products that can be sold and branded, like umbrellas, and becoming a TV star or podcaster as a way to market oneself. The speaker also shares a story about leveraging a food delivery business to secure sponsorship from Tabasco.

20:02

🤝 The Power of Partner Marketing

The speaker introduces partner marketing, starting with the importance of involving family in the business. They discuss the value of aligning with influencers and brands that share similar values or goals. The speaker suggests using social media tools for collaborations and emphasizes the mutual benefit of such partnerships. They also talk about brand partnerships, explaining how to approach brands with a value proposition. The speaker shares a personal experience with TikTok and encourages viewers to think big and believe in the possibility of securing brand partnerships.

25:03

📊 Data Marketing and Its Role in Business Growth

The speaker admits their dislike for data marketing but acknowledges its necessity. They discuss email marketing, SEO, and referral marketing as ways to understand and target customers effectively. The speaker shares a creative example of billboard marketing to attract advertisers and emphasizes the importance of targeting the right audience. They also mention retargeting ads based on successful content and provide a link for further reading on data marketing strategies.

30:04

📰 PR Marketing and Building Authority

The speaker explains PR marketing, sharing personal experiences like buying a staircase that gained media attention. They discuss newsjacking, becoming an authority in a subject, and making friends with journalists as strategies to gain PR. The speaker also talks about commenting on news stories and leveraging appearances on TV or podcasts to build authority and brand recognition.

35:04

🏆 The Importance of Brand Marketing

The speaker concludes with brand marketing, emphasizing the need for a personal connection in brands. They discuss the difference between company branding and personal branding, suggesting that personal branding can be more effective in today's market. The speaker advises making the brand personal, having a clear purpose, and building trust through consistent value delivery. They stress that brand marketing is about creating a relationship and trust with the audience, which ultimately leads to sales.

Keywords

💡Marketing

Marketing is the process of promoting and selling products or services. In the video, it is the central theme as the speaker discusses various strategies and techniques for effective marketing. The speaker emphasizes the importance of marketing in building a personal brand and a business, highlighting that it's not just about selling but also about creating a connection and trust with the audience.

💡Hustle Marketing

Hustle marketing refers to aggressive and innovative strategies to promote a business with limited resources. The speaker uses the example of distributing stickers for his company, Help Bank, to illustrate how hustle marketing can be cost-effective and impactful. It involves creative tactics that require confidence and strategy, emphasizing the importance of execution.

💡Community Marketing

Community marketing involves building a dedicated group of followers or fans who are invested in the brand's success. The speaker discusses the concept of '1,000 true fans' and how creating a community can provide a competitive advantage. It's about more than just customer service; it's about adding value to customers' lives by bringing them together and fostering a sense of belonging.

💡Social Media Marketing

Social media marketing is the use of social media platforms to promote a product or service. The speaker emphasizes the importance of creating content that resonates with the audience, such as making them laugh, teaching them something, or creating a connection. The goal is to engage the audience in a way that feels authentic and valuable, rather than simply selling to them.

💡Profitable Marketing

Profitable marketing is a strategy where the marketing efforts themselves generate income. The speaker discusses how content creation, such as YouTube videos, can be monetized directly through ads or indirectly by promoting the brand. This approach turns marketing from a cost center into a revenue generator, aligning with the video's theme of effective and strategic marketing.

💡Partner Marketing

Partner marketing involves collaborating with others to mutually benefit from each other's audiences or resources. The speaker talks about leveraging family, influencers, and brands to expand the reach of marketing efforts. This strategy is about building relationships and partnerships that can enhance the visibility and credibility of a brand.

💡Data Marketing

Data marketing is the use of data analysis to understand customer behavior and preferences, thereby tailoring marketing strategies accordingly. The speaker mentions email marketing, SEO, and referral marketing as examples. While the speaker admits to not being a fan of data marketing due to its 'snoopy' nature, he acknowledges its importance in targeting marketing efforts effectively.

💡PR Marketing

PR marketing, or public relations marketing, involves managing the public image of a company or individual. The speaker discusses how to leverage news stories and media coverage to gain exposure. Examples include newsjacking, making friends with journalists, and commenting on news stories to establish oneself as an authority on a subject.

💡Brand Marketing

Brand marketing is about creating a strong, recognizable identity for a company or individual. The speaker emphasizes the importance of personal connection in branding, suggesting that brands need to be associated with a person or a story that people can relate to. This approach helps build trust and loyalty, which are crucial for long-term business success.

💡Reactive Sales

Reactive sales is a concept where the marketing efforts are so compelling that they prompt potential customers to take action, such as making a purchase or reaching out for more information. The speaker uses the example of Liquid Death to illustrate how effective branding and marketing can drive reactive sales, where the audience is drawn to the brand's unique value proposition.

💡Trust

Trust is a critical component of brand marketing, as it influences how audiences perceive and interact with a brand. The speaker discusses how building trust involves giving value to the audience without any strings attached. Trust can be established through consistent, transparent communication and by delivering on promises, which ultimately leads to increased customer loyalty and sales.

Highlights

The speaker is an expert in marketing, offering a free course on marketing strategies despite being told to charge $5,000.

Achieved 100 million views on social media per month and built a $3 million company in 12 months.

Teaching nine key elements of marketing, emphasizing the importance of hustle marketing as a cost-effective strategy.

Hustle marketing involves creative tactics like sticker campaigns and hustling hacks, such as gate crashing events for exposure.

Community marketing is crucial, focusing on customer service and bringing value to customers by connecting them.

The concept of '1,000 true fans' is introduced as a strategy for building a dedicated community.

Social media marketing is discussed, emphasizing the importance of making content that resonates emotionally with viewers.

Profitable marketing is highlighted, explaining how to make money through content creation and product sales.

Partner marketing is explored, suggesting ways to collaborate with others to achieve mutual benefits.

Data marketing is acknowledged as essential, despite the speaker's personal dislike, for understanding customer behavior.

PR marketing is discussed, explaining how to leverage media coverage and build relationships with journalists.

Brand marketing is emphasized as the most complex but crucial aspect, tying all other marketing strategies together.

The importance of making marketing fun and engaging is stressed, using examples like dressing as Stormtroopers for a Batman movie filming.

The speaker shares personal stories, such as losing his father at 15, to connect with the audience and highlight the importance of mental health.

Influencer marketing is discussed, suggesting strategies for collaborating with influencers without necessarily paying them.

The concept of 'beta community marketing' is introduced, where a select group is given early access to products for promotion.

The speaker emphasizes the power of persistence in social media marketing, sharing his own experience of posting consistently for years.

Brand partnerships are discussed, explaining how to approach brands and offer mutual value to secure collaborations.

Transcripts

I am one of the best in the world at

only one thing that thing is marketing

and today I'm going to teach you how to

do it all for free even though I've been

told I should charge you $5,000 for this

course I'm going to give it to you all

for free I have built 100 million views

on my social media per month and one of

the largest business personal brand

globally in Just 2 years I've also built

a company worth $3 million Us in the

last 12 months called Help back.com and

I'm going to teach you everything I know

about marketing that's taken me 30 years

to learn right now for free if you can't

watch this video right to the end and

get all the knowledge for free then I've

got some news for you you're probably

not going to make it there are nine key

elements I'm going to teach you in

marketing today and first up hustle

marketing that is one of the cheapest

ways to get your business known you can

become a millionaire learning hustle

marketing alone forget the other eight

Community marketing 1,000 true fans you

might have heard about it we're going to

dive into that how you can build a

community and how Community can make

your life better social marketing of

course going viral social media are tell

you how to go viral in Social profitable

marketing one of my favorites you can

actually make a fortune marketing your

own business you'll get paid to Market

your own business partner marketing one

of my personal loves is working with

other people and making crazy

happen I'm going to teach you how to do

it paid marketing actually my least

favorite in the marketing triangle but

something you need to understand and

have it as an option in Your Arsenal

data marketing understanding the

information you're receiving from the

back end of your systems will help you

boost and create incredible value on

going to teaching how to do it PR

marketing an obvious one you think is

getting in the newspaper it's so much

more than getting in the newspaper

the newspapers anyway I'm going to teach

you how this all works and finally and

probably the most complicated brand

marketing you have to understand brand

marketing for all these pieces the other

eight pieces to come together let's get

started hustle marketing now hustle

marketing is one of the easiest things

to understand and probably one of the

hardest things to actually execute on it

requires a sense of confidence and

strategy now a silly example of hustle

marketing is I made 400,000 stickers of

help Bank when I launched in every city

we went to and promoted the business we

stuck stickers everywhere now it might

sound silly but it works people would

message me saying they'd seen it take

pictures and put it on Instagram saying

what is it we were quite clever we

didn't even put the website address on

it at first so people are like what is

this help bag everywhere it's sublimable

we put it on airplane seats in front of

people we did it everywhere we could and

you'll be shocked what a simple

marketing idea like that can do for your

brand and it doesn't have to cost a lot

of money and it can be a lot of

fun now it doesn't have to be stickers

it could be anything stencils on the

ground I saw recently someone jet

washing the dirty street with a stencil

of their Brad brilliant not all

marketing has to cost money that's one

of the themes I'd love to run through

this whole thing today I'm going to tell

you right at the end about brand

marketing and I'm going to touch on the

fact you want to be careful where you

put your brand so for example this might

sound silly but we didn't put these

stickers on portaloos we didn't put

these stickers in places that might

compromise the brand the second thing

I'd like to teach you is what I call

hustle hacking an example is while I was

living in Hong Kong I found out that the

Batman movie was being filmed not far

from my office so me and the team came

up with why don't we all dress up as

Stormtroopers and Gate Crash the Batman

filming now we knew because it was in

the street being filmed they'd be

pressed there as well so what happened

we gate crashed that party we got a

little confrontation going between

Batman and Stormtroopers and that was in

the front of the paper why was a

stormtrooper fighting Batman we got

front page coverage on every single

major newspaper in Asia why because we

took a risk because we did something fun

so hustle

hack think what you can jump into that's

already got all the coverage that if

you're there you'll get noticed number

three you're not going to like this one

but it's a fact knocking on doors is

hustle marketing knocking on doors and

telling people about your service or

doing research about your business or

asking people if they would buy your

product or service is literally the

lowest cost way of getting a client now

you'll get a lot of rejections people

will tell you to piss off who cares go

and do the

research now I know knocking on doors is

not glamorous most people teaching you

marketing won't even mention this but

they're missing an opportunity to do

great marketing for free now finally in

the hustle I'm labeling vehicle

everywhere you go everything you do

brand it your clothes this is marketing

I'm wearing all blacks marketing we're

about to launch a doorbell partnership

with them in New Zealand you can go

pitch with the All Blacks in New Zealand

your dream wear your brand on your car

on your scooter on your skateboard on

your laptop everywhere do everything you

can get all your friends to wear your

t-shirts marketing is an obsession

marketing is Passion go out there make

every vehicle you travel in have your

brand attached to it if you've got this

far in the video I want you to take a

moment and just please look after

yourself as many of you probably know I

lost my father when I was 15 years old

he died suddenly of a heart attack for

the first 10 years of my career as I

learned the things I'm teaching you in

this video I carried that trauma with me

it wasn't until I got help and dealt

with this trauma that my career really

took off that's why today I'm pleased to

introduce to you better help a paid

partner in this video today but a

service I really believe in to help

connects you to a credential therapist

who is trained to listen and give you

helpful unbiased advice first you go to

their site you can use my link

betterhelp.com simonp you answer a few

questions and betterhelp will match you

to a professional who has years of

experience helping people with struggles

just like yours you can do it all from

your phone or computer via a phone call

video chat or messaging however you feel

most comfortable it's the easiest

possible way to start talking to a

therapist and I wish it was around when

I needed it let betterhelp connect you

to a therapist that can support you all

from the comfort of your own home visit

betterhelp.com Simons squib and enjoy a

special discount on your first month now

let's get back into it next up Community

marketing one of my favorite subjects

took me two decades to do this properly

this is a little bit complicated to

explain so I'm going to start with the

Top Line the most important thing is

that you look after your customers right

you'll hear that from all the successful

Brands now some don't do that all the

same I won't name any companies right

now but certainly the ones that don't do

that will die eventually the customer

service part is important but this is

more than customer service this is more

than looking up your customer this is

about bringing value to your customers

by bringing them together now this is a

competitive Advantage if you do this

right because a lot of brands are very

scared to do this if you think about Sky

they wouldn't put all their customers in

one place because we'd all be

complaining about how their service

is right so they don't want to bring

their Community together because they

haven't done a good job looking after

all their customers your competitive

advantage AG could be that you can do

that so start small I remember when I

started my first Community model I

basically picked 10

people and I made them Founders I made

them feel like founding members of what

I'm doing at help Bank 10 people can

tell 100 people about what you're doing

and the idea is to get what we call

1,000 true

fans but it starts with having 10

dedicated caring members of your your

community that believe in what you're

doing and will promote you and support

you if you can get this model right your

marketing costs can be zero and all that

money you're going to spend I'm going to

tell you about later with things like

paid ads I think you can put into this I

think it's better to give the money to

your community than Facebook right now

this means this video probably won't do

very well on Facebook now I've just

slacked them off I don't care you need

to know this information the best thing

you can ever do today is build a

community it will give you a competitive

Advantage it will allow you to give your

community extra value otherwise you'd

have to give to idiots like Facebook and

you can make a brand have a community

therefore more value than any other

brand out there probably doing something

similar now there's another way to work

community that isn't your customers in

your Silo and that is probably best

illustrated by Geniuses like Steve Jobs

and apple what Apple used to do is every

time they had a new product launch they

do something called demo days they' get

3,000 people in the room not necessarily

part of their Community journalists tech

people people that are influential in

the space of talking about products

YouTubers and they would do a demo to

them hours before anybody else so they

would give value to a certain Community

not their Community before the rest of

the world hear about it that will give

those journalists a chance to go and

blog about it do a YouTube video about

it go write about it make money for

themselves by helping Apple we call this

type of marketing beta Community

marketing

now you have to be careful with this

type of community marketing because of

course if you get the wrong people in

the room they might write something bad

about you as they might write something

good so you need to do your due

diligence and vet these people carefully

that being said all press is good press

right so let these people be themselves

don't control them too much again I've

been a part of the Apple beta room I've

seen how they do it it's very slick they

even give you the product at the end so

you're getting value all the way through

this sort of model is about giving value

to people in this case the journalist

can make money or a YouTuber can make

money out of the preview of your product

before anybody else you've given them

that access it's special it makes a

difference it's Community Based

marketing is powerful the third part of

community marketing is something I like

to label up as subject

matter so when you're doing a community

the key is not that necessarily those

people need to make money or they get

any benefit as I've just mentioned with

the other two ideas it's that they feel

a very strong bond to your problem that

you're solving for the world so example

of this is I really care about fixing

the education system and so I've been

working with companies that want to fix

the education system too and one company

in particular that I work with called

peas and pot what they did which is

really clever is they said we want to

help fix the education system for 5 to 8

year olds we wanted to give them an

alternative way of learning a forest

School way of learning but they didn't

have any money to market the business so

what they did is they went to all the

different homeschooling communities and

they said this is the product we built

it doesn't make as much profit a few

pounds a box and we use that money to

make the product better would you please

promote it thousands of people did now I

think this is a really interesting way

it's slightly different to the Thousand

Tre fans I mentioned earlier this is

more about mobilizing a sales team

around a subject not necessarily true

fans of your product they might not

necessarily be bought in totally to be

part of your community they might be

independent and not want to be part of

your community but they might believe in

your mission and want to promote you so

it's different to the one p Tre fans but

it's also very powerful if you can do it

you tap into what people care about a

lot of people are helping me today

because I'm trying to fix the education

system and write what's wrong in that

system so they will promote this video

and share it they will tell people about

this video because they're trying to

support what I'm doing and they don't

get any benefit from it but if in the

subject format you can build Financial

renumeration so for example affiliate

which I'm going to go into much more

depth a bit later but affiliate

marketing so every time someone gets you

an order they get 10% if you can do the

Holy Grail they like your subject matter

they want to support you and you can

financially reward them Bingo this can

be the best marketing you ever get these

people will be motivated and they will

help your business fly now there's

actually a lot of stuff in community

marketing but I'm going to kind of cover

in the rest of the subjects especially

branding at the end very important

branding part is very important to make

Community work and you need The Branding

piece to work to be able to build this

community P next up is social media

marketing now you might think you know

all about this trust me you don't I've

spent the last 5 years going deep on

social media marketing with hundreds of

millions of views in the last month not

over a Lifetime on this subject I know

how to go viral and I'm going to teach

you now it's a funny old word viral

marketing and I want you to understand

that it all starts actually within a

social context social marketing is more

literal than it sounds you've got to

care about the people you're talking to

you've got to imagine you've walked into

a pub and you're talking to these people

don't do what most people do most people

do walk into a pub and Shout hi I've got

a flower shop buy my flowers what

happens if you walk into a pub and do

that they'll tell you to off right

they'll tell you to get out of their Pub

and no one will want to buy anything

from you not how to do it you walk into

the pub and you do one of three things

this is how you make social media

marketing work it's a free prom attack

you even make people

laugh will you teach them something or

you make them feel a connection

now laughing is obvious if you can make

someone laugh can I make you laugh now I

could try and tell a joke maybe not not

my best thing making people laugh I can

do it from time to time but making

people laugh is key to some types of

viral content if you look at videos that

are really popular often there's some

element of making people laugh in there

teaching people something now you don't

want to bore them so you want to try and

you know have a whiteboard and a pen

make it interesting people think they're

going to learn something they will watch

it but it has to be quick these days

right has to be short Snappy and quick

and then finally connection do people

believe Le in your problem some of the

most popular videos are ones where

people are telling their personal

stories about mental health struggles or

issues in their business sometimes

having connection some people can relate

to will make people watch that video

share that video and comment on that

video now can you get all three of these

in here sometimes I've had some videos

that have definitely done this perhaps

if you go look at the Pinn videos on my

profile you'll see some of the made

people laugh and talk them something and

they feel a sense of connection it's

definitely powerful you can get all

three but you actually only need one to

go viral number two on social media

marketing bring value bring value it's

so underestimated I just mentioned it a

second ago but I want to go deeper on

this like don't just sell people

something make them feel something in

marketing we call this sell the sizzle

not the steak I've said it before I say

it again don't think about the product

think about how it makes people

feel make people feel that buying this

product will make their lives better in

social media people will buy because

they feel it not because they're told to

do it never jump into a social media

feed and start telling people here's

your product please buy it there's only

a few occasions when this can work and

that goes back to the community piece

when it's your community maybe if you

built a community you built a sense of

trust it's not the first time they've

heard from you if it's the first time

people have heard from you you cannot

just sell them cold you need to make

them feel something so when you do

social media posts bring value make

people feel something give them

something for free the more you can give

for free the easier sales gets later

again this Link's back to community and

it will also link to Brand I'm going to

talk about a bit later but make people

feel something give people value feel

value if you do this your social media

channels will grow people will want to

subscribe to you if you make them feel

like you're helping them even better if

you actually do it number three now if

you get lucky and a piece of content

works and trust me you need luck we all

do no one succeeds without luck

sometimes I posted a video that didn't

do well a month later I posted it again

like tweak change of Music dip a tagline

and it's blown up so if you've done a

piece of content that hasn't worked

maybe rejig it and post it again but

once you've learned how to fine-tune

your content and get it right and you

get a hit then this is exciting because

now you can repurpose that content if

you've got a video that's resonated you

can do things like boost which is a very

amateur way of doing it a lazy way of

doing it I'm going to go into paid

marketing a bit later do it in a more

sophisticated way but this is definitely

a video you want to cherish and you want

to learn how to leverage that video and

put it up there as your advert put it

out there as your promotion boosting I'm

going to call it for the sake of social

marketing you want to make sure the

video that's done well is the one you

give all the attention to it's the one

that you learn from I had a YouTube

video get 4.6 million views at the time

of filming this and I've used that video

as it was so successful as the hook for

this video learn from ones that work and

push it again and again in different

formats learn to boost it I'm going to

get into paid advertising in a little

bit later I'm talking boost now in the

sense of learn to leverage what you've

learned by doing a video that works now

the final point on social marketing

you're not going to like to hear this

but I have to tell you the truth

persistence at the end of the day you

just have to keep going I've done two

posts on social media every day for the

last 4 and a half years now I'm not

saying every single one of those videos

was good and I'm not saying every single

one of those videos has worked but

compound over time is a real thing we

don't talk about compounded marketing

enough it's how you grow you have to be

patient I'm going to put it in here it

might not be thing something you think

I've just taught you write it down be

patient be persistent that's how you get

luck next up profitable marketing

something I absolutely love and if you

do it right not only will companies pay

you to Market your business you'll make

money by doing it and even if you get

really good at it a company will want to

buy you for a lot of money that's

basically what happened to my agency

fluid I sold it to price waterhous cre

for a lot of money I made marketing

profitable now the best way for me to

explain profitable marketing is probably

to give you examples what I start with

this YouTube video this YouTube video

will make money now we have decided as a

company to give the profit from this

video a way to fund people's dreams and

build infrastructure for things like

help bank.com that's our decision but

this video will promote me and help bank

and what I'm doing and I'll make money

doing it now YouTube is not the only way

so I'm going to give you many other ways

but I want you to understand this

concept that if you do marketing

correctly you will make money we made a

video launching help Bank in Hong Kong

that got 21 million views the video was

a promotion for the fact we were

launching in Hong Kong we made thousands

of pounds from that video now we decided

to give that money away to the person in

the video but that's our decision you

don't need to do that that's not your

mission you can make content that makes

you money so number one on profitable

marketing is content now it's a pretty

VI one that's why I start with that but

I've got some really exciting things to

share with you you might be asking how

does content make money well there's so

many ways now obviously on YouTube the

ads around YouTube and the ads playing

during this YouTube video all make money

for YouTube and they give creators a

small slce of that revenue on Tik Tok

they've now monetized so when you do a

video that gets over a million views

that has over 1 minute on it you will

make money in that video but content

itself now pretty much every platform

Facebook's moving this way too what to

pay creators for videos Twitter have

just done it as well everyone's moving

that way so if you can learn to do

content you can make money marketing

your own business now there's an art to

it I think a value to it you have to

listen to what I was saying earlier in

the previous social piece but also

understand how brand plays A Part thing

I'm going to talk about at the end so

content marketing is a huge Revenue

stream from my platform that's how I am

able to help people for free and give

people money every day because we make

content that people watch and from that

content we make money now Beyond content

and it might sound like the same thing

you can make products that do the same

so for example a

book so I've got a book coming out it's

called what's your dream you can go

pre-order it now on Amazon please do if

you pre-order it helps us get on the

TI's bestseller list but this book

ultimately is all my knowledge which are

practically given on YouTube anyway so

you don't need to buy the book to get my

knowledge my knowledge is free but the

book itself does talk about the

philosophy I am trying to pursue which

is help people do what they love and how

people can follow their dreams but this

book ultimately we'll sell millions of

copies of it it will explain what we're

doing and we will make money from the

book now again we have decided to give

the proceeds of that book away to fund

people's dreams but that's Al cool and

doing a book even if it's a PDF download

for a pound or a free upload on Amazon

book shop can make you money a pound

here a pound there if you bring value in

that PDF or you bring value in that book

you can not only bring a relationship

closer to your audience but you can also

make money from it I used to make

brochures in my company fluid they used

to cost me £8 to make a brochure and I'd

send it to a customer they probably put

it in the bin but I had to spend £8

making it and sending it to them but

today if you're smart you just make a

book in your Niche people will buy it

and that will make you money and promote

your business I call this the book hook

but you don't have to be a book it can

be anything it can be any sort of value

item it could be a product for example

this might seem like a silly idea but

what about an umbrella that has your

branding on it and when it rains you

stand outside the tube stations selling

them to people you can make money from

the umbrella sale in that moment and

then put people are walking around

London with your brand on it it doesn't

have to be just a book hook but I'm

telling you now if you start thinking

like this you'll realize there's a

million opportunities to promote your

brand for free for profit number three

become a TV star now when I tell you

this your initial thought is I'm not

going to be on TV Simon you'll be

shocked how easy it is to get on TV

today now of course you need a lot of

luck that's part of it if you're not

putting yourself out there it won't

happen but I see today people like

Clarkson's Farm I if you guys are

watched it you should if you haven't

it's a great show Jeremy Clarkson talks

about him trying to make his farm work

it's all very simple it's made him

$220 million us all he did was document

him trying to make his farm work so why

don't you document you Tred to make your

business work and then you can put it in

content you can make a book about it and

you can become a TV star it's possible

now I'm not saying it's going to happen

overnight it could but I'm telling you

right now if you can get on TV is one

great way I look on things like Netflix

there's a show about property selling

Sunset basically opheim group The

Property agent in that show have become

famous they make more money from the TV

show than they do from selling property

so think like a TV show think how you

can make money from being on TV it can

feed the other two things I've just

taught you as well have an ambitious

goal You' got to think why not think big

of course it doesn't have to be TV it

can just be a good podcast it could be

good social media Mr Beast isn't on TV

and he's making a lot of money with his

YouTube channel but maybe just think

this way think about how you can build

assets build platforms that make you

money now the final thing I want to

teach you on the profitable marketing

side just before I tell you this I want

to say this is not sponsored by Tabasco

all right I don't like Tabasco just for

the record but this is what happened to

me I was helping a food delivery

business in Hong Kong I built their

website for them and I was building

their infrastructure on the market side

and they told me they were losing a lot

of money doing the deliveries and we did

the numbers this is back before Uber

Eats or any of these Brands popped up

and I worked out that really each

delivery driver Not only was underpaid

but there were also a cost center for

the business so you know what we did in

main thing that was ordered on this

business was pizzas the main product in

those pizzas was Tobasco so the company

was already buying a lot of Tobasco

Source if anyone doesn't know this

product don't bother Googling it it's

point I'm trying to make is we went

to Tobasco and said we are your number

one seller of Tobasco in Hong Kong we'd

like you to advertise on the side of the

delivery vehicles and they did and they

paid us so much money that the client

was able to pay the delivery drivers

more which made me happy and was able to

also make profit from the deliveries so

how can you apply that to your business

think about it where can you get an

outside company to come in and sponsor

something you're doing your delivery van

get them to sponsor it your delivery

scooter get them to sponsor it your

website your laptop your car what can

you do to bring a brand in that maybe

you're accidentally promoting right now

that you're accidentally supporting to

fund your dream and make your marketing

profitable I'm going to label this idea

driver just think how you can drive your

business forward by working with a

partner because 1+ 1 equal 11 next up is

partner marketing which is slightly

different to what I was just explaining

around driver and partner marketing is

brilliant I see nobody doing it nobody

knows how to do it and I'm going to

teach you it right now for free I'm I'm

excited now there's a chance that my son

Will watching this one day so I just

want to tell him I love him and that

he's the best thing in the world right

now he's gone to the forest he's running

around the forest having fun well I'm

here thinking of him while I talk about

partner marketing why the number one

partner in your partner marketing is

your

family people don't spend enough time

getting their family on board in their

business invest in getting them on board

everybody I work with everybody I'm

living with is part of my business and

are my friends I don't want to work with

people I don't want to be friends with

and I don't want to live with people

that aren't understanding what my

business life is like I literally this

morning went through with my son and

said this is the video I'm making what

do you think he's 6 years old he gave me

some advice he said Daddy kids don't do

what you say they do what you do okay

the advice is not relevant but the point

I'm trying to tell you here is that

family is key to partner marketing now

I'm going to get into some more

elaborate thinking on this but I want

you to write this down everybody in your

life has to support your business you

cannot Market this business on your own

no one could do it on their own we all

need a little bit of help to make our

business work and if your partner can't

go and sell your business for you when

they're out get a new partner or train

them so they can stay get your family on

board next up is more traditional

influencer

marketing

now I think people get this wrong

actually you don't need to pay

influencers to do marketing big part of

this video for me today is be showing

you ways to get your business marketed

about huge cost and I think if you align

with your competition work with people

that have the same values as you or

trying to solve the same problem you'll

find quite often you can get a lot of

free marketing so for example I have

been on a podcast pretty much every

major business influencer so they have

had me on their podcast and then they

have promoted what I'm doing now you

could argue that we're all competing

with each other and maybe and I know

this is the case for some people they

don't approach these people because like

well Simon's my enemy I'm not going to

work with him but the truth is I'm I'm

trying to fix the education system so if

you're trying to fix the education

system please come on my platform I'll

promote you you know ultimately you'll

be shocked if you can focus your

influencer marketing around purpose

around the thing that matters to that

person as much as it matters to you

they'll partner up with you and it won't

cost you any money the other thing these

days is people don't understand how

advanced the tools have got on social

media so you can do a collaboration

function now with someone and all they

need to do is press accept and it can go

on their feed and promote your business

now I'm not saying do this without their

permission but it's not a lot of work

for some people to do it it so sometimes

people have mentioned me in videos and

they've just added me as a collaboration

I can accept it and now I can help them

get access to my 6 million followers

right without much effort influencer

marketing of course can get much more

elaborate where you need to go and pay

an influencer to promote you and sure we

all know how that works it's big money

sure you can do it and I want to include

it it's part of influencer marketing but

there's so many ways to get influencer

Partnerships done that don't have to

cost a lot of money even I owe you a

favor later model which means you can go

to an influencers and say I'm going to

be big on social support me now and I'll

support you later I'll I'll give back

now I believe in give without take but

in the influencer world it can be quite

transactional so just think about how

you can Leverage What I've taught you

earlier about hustle to work with an

influencer but of course it's part of

the marketing strategy when it comes to

Partners now number three brand

Partnerships now a lot of people ask me

how to get a brand on board is so simple

to get a brand on board follow a

three-step sales process to get any

brand on board first do they need need

you do they need you do you bring

something to them they need second get

to know the people who actually work at

the company get to like them get them to

like you if you need each other and you

like each other the third thing which is

the deal structure always falls into

place an example I did a big partnership

about 3 years ago with Tik Tok Tik Tok

wanted to get more into the business

space and I could help them do that

because they're not business people

they're tech people and internal

marketing people we did a partnership

with them where I would bring my

credibility as an entrepreneur to the

table I would help people start

businesses which is what I wanted do

nway which I was doing anyway 3 years

ago and they needed that credibility but

they had the reach so they literally

pressed a button on my live and suddenly

I got 50,000 views on my live instead of

100 they have that power they're

privately owned people don't realize

this right but working with Brands and

figuring out what value you can bring

them and what value they can bring you

means that neither of us paid any money

I didn't pay any money to get the 1.6

billion views we ended up getting on

that content I didn't pay for any of

those views but I did pay for it by 30

years of business knowledge which I've

given you in this video right but

ultimately you guys can learn to

leverage Brands understand what they

need so for example if you're a graphic

designer maybe you could offer up

QuickBooks a free lesson for their

community members on graphic design and

building a brand maybe in return they'll

promote you to their millions of

customers right why not try people don't

try that's why I love this category so

much because people think brands are

unobtainable they're big companies like

or apple you can't reach them it's not

true it's never been easier to reach

these people than it is today through

Linkedin through things like help bank

it's never been easier you just need to

believe it's possible and then do it the

biggest barrier people have to getting

brands on board is believing it's

possible do me a favor drop brand you

want to work with in the comments maybe

I've got a contact I'll try to help I

can't promise I'll reply to all of them

but I'll try don't think it's not

possible that's key try build a package

that brings value to them go and talk to

them try the biggest barrier to this one

is you believe it's possible there is a

hack to get brands on board you may have

heard I bought a staircase in Twickenham

in London and on the bottom of that

staircase we stuck a doorbell you can go

there press that doorbell pitch your

dream we pay for it to be edited and

uploaded to my channels to help you get

your dream out there and get some

support now when we started it we

originally put up a ring doorbell we

didn't ask them we didn't get their

permission it was the best product at

the time for what we were trying to do

and of course those videos have gone

viral millions of views of many of them

so what happens well ring eventually

sees it we did approach them we went to

a festival where they had a stand told

them what we were doing we got a contact

we followed through we followed through

then they saw the video and now they're

sponsoring us it took a year but it's

done that's how you do it patience along

with perseverance that's a common theme

in most of my videos if you notice it

you want to get lucky you have to be

persistent you have to persevere number

four now I want to think a little bit

differently when it comes to marketing

and partner Marketing in particular so

this might sound a bit wacky but bear

with me become a model for other

people's Brands get involved D in

another person's TV show build your

brand partner marketing can also be you

just being a part of something else that

can give you some prominence you think

how many people have managed to make

money after being on love Island right

love Island isn't a career love island

is a partnership opportunity they pay

you a small amount of money to go into

that show you then get famous now I'm

not saying you might not be a love

Island contestant I'm not saying that's

the only way but think about the things

that you see going on that have

prominence that you can be involved in

look at social media influences for

example that are doing really well and

maybe get involved in helping them and

maybe they'll mention you in their

social media stories or in the foot and

note of their YouTube video go hold

their mic get involved in things

especially things that relate to what

you want to try to do I'm going to call

this be a

player so for example dudly that works

on the team here standing behind the

camera right now he's gone and done an

internship in a production company

because he learns from that but beyond

learning maybe he'll get in the next

apple show he wants to be in an Apple TV

show he loves Apple so basically you can

be a player you can get involved in

other things right you don't have to do

just your job to get exposure for your

business to get marketing done

partnership marketing is pretty powerful

maybe apply to that Island you never

know you might get next up is data

marketing I bloody hate data marketing

but I'm going to teach you it because

you need to know it I don't really like

it and in part because I don't really

like it I'm not

necessarily the best at it which I hate

to say because this is meant to be a

video about how brilliant I am on FB

marketing but data marketing is the only

area in these nine things you need to

know that I don't think I I'm brilliant

out because I don't like it so why I'm

going to do I'm going to teach you what

I know and it's good knowledge but I'm

also going to put a PDF down below in

the comments with a deeper understanding

of paid someone actually does it all day

every day has made for us so it's for

you in the comments but data marketing

this is my view on it now there's a lot

of different ways to do data marketing

the headline I'll give you is it's all

about understanding your client where

they live where they hang out and how

they're acting right now one of the

reason I don't like data marketing

because it feels a bit Snoopy you know

it feels no I'm not talking about the

furry little dog that sleeps on a box

I'm talking about like like looking at

your life and trying to figure trying to

manipulate you that's what I don't like

about data marketing so I'm going to

talk initially about a little bit more

aspirational things and then go read the

PDF about how to manipulate people

because that's not really my thing right

number one on the list email marketing

right it's the most simple data

marketing you can do people sign up to

your main list then ideally you ask them

what their interests are what they're

looking for why they signed up to your

main list and then you can Target them

with relevant datadriven information

number two is SEO marketing again less

manipulative more what are people

searching for what are people looking

for and make sure you're optimized for

that search so yesterday I helped an

entrepreneur who sent a letter to the

staircase telling me their dream and

their whole business is HR recruitment

and they originally had Human Resources

support as a website right now that's

the name of their business but when you

go on Google typing in HR recruitment so

they didn't have HR in their URL so we

bought them at HR related URL and now

they're ranked on SEO so it's

understanding that side of data what

does Google rank you on what are people

searching in platforms like Google how

can you then turn up in those searches

so that's another way of thinking about

data number three referral Market

marketing now I'm going to talk about

this in branding again later because

it's has to all LS but referral

marketing is kind of what it says on the

tin you have someone who's an existing

happy customer and you target them to

promote your product to their customers

and you help them understand what your

customer is you use data to understand

whether they can actually do it right

but you give them a referral you pay

them to promote you and that's all

targeted around this customer loves you

for example if someone's giving you a

review on trip advisor then you go and

approach that person saying thank you

for promoting us how about we pay you a

percentage of every order we get in the

future to promote us so use the data

that's out there someone's giving you a

good referral to then take that customer

who clearly loves you and ask them to

help you promote your business to their

community and you'll pay them simple

right number four now this is where I

like to go a bit wacky to help you

understand how brilliant this can be if

you do it right so data marketing sounds

so techy doesn't it here's one of the

best marketing things I ever did I was

looking to promote a new business that I

created something called Coast ads very

simply ads on drinks coasters we took

out all the Heineken and carbur coasters

and we put in branded coasters with ads

in them instead carlsburg were not happy

oh well and what did we do well we

wanted Brands to advertise on these

coasters so we did a billboard right

outside the advertising agency's offices

there were only in one office in Hong

Kong we did one advert every time

someone from those agencies walked out

of their office they would see our

coaster ad on a billboard so what did

they think they thought we were a

massive company advertising across the

whole of Asia that we had this new

platform called coaster ads data

marketing is about targeting people in

the right way it became a Smash Hit

coaster I made a lot of money from that

business and all because we us data

where other people were trying to get on

board to advertise on this product where

do they live and then Target them the

end I'm going to label this one

Billboards just so you don't forget it's

not always Billboards of course it can

be anything it can be literally you know

where your customers live drop them a

letter so they see it now there's a lot

more to data marketing and I said a lot

of is a dark C I'm not a big fan of I

understand it I know you can take an ad

you can retarget it I mentioned it

earlier that sort of marketing is pretty

clever if you know a video is working I

mentioned this earlier right if a video

is working then repurpose that video and

target people so you know exactly an ad

that works for your target audience

that's what I love about doing viral

content because once it's working

virally it will probably work as an ad

so I'm going to put it down here

targeting ads

but I personally have never paid for any

of my videos to reach people personally

haven't done it doesn't mean it's not a

good idea I don't like to do it because

sometimes it can skew the following it

can sometimes hurt the people that

follow you are following you because

they saw one particular advert not

necessarily because they understand what

you're trying to do so in 5 years I've

managed to resist ever boosting or

paying for reach but it doesn't mean to

say it's not something you shouldn't

understand cuz for your business it

might work well one of the best ways to

think about it I know someone for for

example who's selling stationary it cost

them 20p to do the ad and every time

they get a sale they make 40p profit so

it makes total sense for them to do the

ads because they don't really want to be

fussed building a community or spending

years building up a following they can't

be bothered with any of that which I

think is a shame but I also get it it

can be a great way if you spend 20p on

the ad and you make 40p profit then

absolutely you should do it but it is a

dark art and the link is down below from

a company that I believe is quite good

next up is PR Market a lot of people

misunderstand this and this is I spent

years understanding how to get right and

you don't need to be a PR expert to do

all of these things now not only am I

hoping you're getting lots of value from

this video and if you are please do do

comment or share or like to let me know

you enjoying the video but the more

important thing is that PR companies

will charge you thousands of pounds to

do what I'm be a to tell you how to do

now for free so be careful with PR

companies because a lot of them will

sell you stuff you don't need and PR

strategy when it comes to Market Mar in

can be very powerful now the best way

for me to maybe explain first step in PR

marketing is tell you my own story I

bought a staircase in Twickenham it was

in the news the staircase for sale in

London the first time a staircase had

ever gone for sale in London in the

crazy property Market that is the world

right now cuz property's being abused by

people doing buy to rent and all that

stuff the news headline is staircases

for sale in London now it resonated with

me instantly when I heard it on the news

two reasons one do believe everything is

a step-by-step process so owning a

staircase kind of fits how I think about

the world so why not own the staircase

and make that physical illustration of

how everything is step by step including

learning marketing but also I knew if I

bought that staircase if presently all

these newspapers and all these radio

stations were covering the staircase

they would want to know who bought it

right so I knew I could news Jack by

buying that staircase and that staircase

in the end cost me £40,000 after all the

legals and everything else so you don't

need to spend 0,000 to do what I did you

just listen to the news and think how

can you

newsjack now newsjacking is done by a

lot of influencers if you watch people

that are popular with a video they then

might critique it right and that's how

they new that they take somebody that's

popular and they do something themselves

around that popular thing if I talk

right now about politics it would

probably do quite well because we're

about to go into an election now when

you're watching this YouTube video later

the election might be over and we might

be in the middle of a nuclear war who

knows the point I'm trying to make is

hopefully Nigel farage is not in charge

and you can news check you can look at

what's happening in the news related to

your subject matter ideally I wouldn't

just some people just jump on these new

things for the sake of getting exposure

they damage their brand when they do

that because they get following around

that subject so for example I tend to

not talk too much about politics because

I don't want a load of people that are

political activists being a part of my

community that's actually not what I'm

about so I don't necessarily want to

hijack news related stories but anything

to do with entrepreneurship so I just

saw Tim Cook talk about the Apple Mouse

and how it was a success when everyone

in the world for it was a failure I did

consider jumping into that cuz that went

a bit viral that he still thinks the

Apple mouse was a popular thing right so

I was tempted to jump in there as a

business person and talk about it it

wasn't quite right for me but it was in

the news I could have jacked it right so

that's what you need to think about how

can you Jack the news and you can get

amazing PR marketing by jumping on the

back of something else that's already

popular now another way of doing that

and a less aggressive way perhaps is to

be the person that the Press come to

around certain subjects so for example

if you're in the distribution business

perhaps next time there's a brexit story

you want to write to the journalist and

say because of brexit my business has

suffered or benefited depending on your

take on it and I have something to say

on this subject so whenever anybody ever

writes about brexit which sick and tired

of that word but you know you can insert

yourself as the authority in that

subject one side or the other so a news

reporter is always looking for someone

that can give them a Viewpoint one side

or the other on a story so look out in

newspapers look out online for who's

writing about what that might relate to

your business and your life and insert

yourself right to the journalist Twitter

by the way or X whatever we're calling

it these days is where most journalists

hang out so an interesting hack is to

follow all the journalists on Twitter

and then comment on their posts they get

to know you and when the time is right

slip into their DMS and let them know

you can help them with a particular

subject to a PL story that may or may

not be writing in the future I call this

make friend with

journalists making friends with the

people that you want to work with on the

pr should be done with sincerity and

with the Viewpoint that can you help

that journalist write a better story if

your side of the story is inserted into

any story they do in the future number

three this might sound so basic I'm

shocked how many people don't do this

every time there's a new story of any

sort and someone else has posted about

it comment on that post especially

people that have a lot of influence

around that particular subject and try

to get in there early set the alerts

early when I first started doing this if

anyone was writing about business in

general I would always set the alert and

make a comment in their Instagram in

their Tik Tok in their Linkin I'd be the

person having an opinion on that subject

so you can insert yourself in other

people's feeds other people's social

media feeds and become the authority

I've got thousands of likes commenting

on someone else's post I built up my

brand by connecting to something that

matters to me within someone else's feet

again this is a press related activity

so think about it from a news story

point of view what new story is someone

posting about that you want to insert

your opinion about and become the

authority in that subject that's how you

leverage PR and just call this one

comment have a comment have a voice be a

part of the conversation number four try

to get on the news now again a bit like

I was saying earlier about getting on TV

it's not that hard now don't do anything

crazy to get on the news but if you do a

flash mob you might get on the news if

you do a charity drive or a long run

across Africa you may get in the news

and once you get in the news you can

take that news clip and post it on your

social media feeds I was recently on a

pretty crappy show that's now since

closed down called St pack lunch and I

was happy to go on it it was a great

experience I took the clip I think I got

about 50 views on Channel 4 from that

being on that show but I took the clip

from that show and I put it on my social

media channels it's now had couple of

million I views at least so it's not me

being on the TV show itself that

actually proved to be beneficial it was

the authority that me being on TV

brought when I put it on social media so

learn to leverage that now you only need

to get on TV once somehow to to leverage

this sort of thing again try to bring

value to the broadcast try to insert

yourself if you follow all the other

things I've just mentioned newsjack

comment on news stories talk to the

Press you'll probably get invited do

something good in the world will often

get you on the news this isn't told

enough I've been on the news quite a lot

because I'm doing something good most

people think they have to be on the news

for I don't know robbing a bank right

sure that won't be good press will it so

ultimately try to think about what good

you can do in the world and that will

lead getting on TV I a brilliant name

for this get on TV now it doesn't have

to be TV it can also be on someone's

podcast it can be on someone in

someone's YouTube story it doesn't have

to be TV per se but I'm just using that

to illustrate the idea to you PR

marketing is powerful if you leverage it

right now that's PR marketing for you

brand marketing now is big and it's the

one I've left at the end because it ties

all of this together if you don't

understand how to do brand marketing a

lot of what I've just described to you

previously can actually hurt you so for

example if you do rob a b and you get on

TV to do it that will not be good for

your brand right brand

marketing the first thing I'll say about

brand marketing is can you name me a

brand that you love today you don't

instantly know the person who that brand

is attached to so for example do you

love IBM I don't think so right who's

running IBM who knows who cares these

Brands become irrelevant over time brand

marketing today is about connection

that's why what I mentioned earlier in

this video is all connected you have to

make brand today have a personal

connection one mistake I see a lot of

people on Tik Tok doing is they set up a

Tik Tok account with their company name

which feels okay I've got my company

name secured but no one wants to follow

a company no one cares about a company

people care about people despite what

the news tells us people care about

people so the best thing you can do is

update your company profile on Tik Tok

with James building sheds.com right

you've got to make it personal that's

the first thing I'm going to tell you

about brand marketing business is

personal it's when people say

don't take it personally it's all

personal people want to buy from

people they don't really want to buy

from Brands now they will buy from Apple

but in part because they're bought into

the Steve Jobs story and now Tim Cook

who is going to protect your data it's

all part of that image that Apple are

creating the personal brand of Tim Cook

is deliberately designed to make you

trust apple with their data that's what

he's all about Steady Hand a trusted

person a techie he's going to trust he's

trustworthy that's what that personal

brand is about Mark zukerberg a lot of

people confused about Mark zukerberg as

a personal brand I don't like Mark

zuberg as a when I see him I'm sure we

all feel the same something weird right

but he does appeal to tech people he's

actually there to bring in Tech Talent

he's there to allow Facebook to help

build Tech that's what his personal

brand is there to do he's not there to

make the consumers happy he's there to

bring in Tech Talent so personal brand

if you start analyzing businesses you'll

see the ones that are the most

successful Oprah Ryan Reynolds these

personal brands are powering up

companies in the future I mean

Kardashians we us to laugh at these

folks but they're brilliant personal

brand people have a personal connection

they'll buy from these people you must

learn to make it personal the second

thing I'll teach you about brand

marketing there's two types of sales cuz

this Al marketing is sales right there's

reactive sales and there's proactive

sales proactive sales is you go out

there and sell it's hard to do proactive

sales it's good to do it I've done a

whole video on sales which you can watch

it's a brilliant video about how you do

sales but in marketing the reason

marketing is so powerful is because it

creates reactive sales reactive sales

are people coming to you people calling

you and probably the best example I've

seen today of this kind of reactive

sales is liquid death first of all they

name a product that instantly stands out

you're like why would you name a drink

something death right second is their

marketing is brilliant they just did a

video clip which I love of them smoking

in a classroom and giving kids sugar to

drink like it's just brilliant right

kids smoking it's weird but it's

brilliant marketing and that makes me

want to proactively go buy the product

right that is the genius of marketing

learn proactive sales and I've done a

sales video all on this anyway you can

go watch later but a proactive approach

to sales you want to create a marketing

your brand marketing campaign that makes

people go oh my God that Brand's

different oh my God that brand has these

values that I align with oh my God that

brand cares about the problem they're

trying to solve and I care about the

same problem brand is about relationship

ship it's not about an image of what a

logo looks like or the colors none of

that matters what matters is the

philosophy behind your company what are

you doing is often obvious how are you

doing it it's often obvious but why are

you doing it what is your purpose build

that into brand so make it personal and

have a purpose and you have a proactive

sales mindset number three when it comes

to Brand understand there's two

different parts of branding the first

part is company branding the second part

is personal branding branding now

company branding without personal

branding as I just mentioned I think

longterm is a problem in today's world

people want to know who's behind the

company what their philosophy is what

they're going to do with data but in

branding the best way for me to explain

this would probably be let's say the

camera we're filming this on right now

it's a brand now the brand itself might

not have a Founder it might not have

someone that wants to be the face of the

company so what do these brands do they

get someone who has the respect within

their industry so Peter mckinon for

example is a well-respected photographer

with millions and millions of followers

online camera company will sponsor him

so he then becomes the spokesperson and

the Ambassador and I guess the moral

guardian of that brand so they as brand

will leverage a personal brand to give

their brand relevance so I think most

people starting a business today the

cheap way to do it is to make yourself

the personal brand to make yourself the

way to do it of course if you're a big

company you can afford to pay an

influencer to be your represent ation

then great in the past people giving me

equity in companies to be their brand

master I think this is quite a clever

way to do it go Daddy hired me to be

their brand ambassador for a year the

point is that that's how you do it if

you've got lots of money if you haven't

got lots of money ideally one of you you

or your co-founder or someone in your

company can be your brand ambassador and

illustrate to the people at large what

your values are because that's what it's

about brand is about your values your

mission statement it says Who You Are

it's not a pretty color and a nice

looking shape it tells people at a

glance what your values are to have a

brand

strategy are you going to be the brand

yourself is your co-founder going to be

the brand are you going to bring someone

in who's going to be the brand or are

you going to hire people to make your

brand alignments and values clear number

four now brand marketing is a really

complicated subject but once you've

understood personal brand and its impact

you understand the proactive sales

approach and you understand brand

strategy the final thing probably is

like literally the marketing of a brand

so of course you want to be aligned to

the right people as I've just mentioned

you might find that sales come from

Brand trust so for example I'm not

genuinely downloading anything from a

brand I don't know I'm not going to open

up an email from someone I don't know we

have a inbuilt protection system if we

don't trust the brand we tend to not

interact with it so you need to build

trust now trust in my opinion comes from

giving everything you've got two people

without any catch every time you add a

catch I think you hurt a brand so when

people sell a course for example they

start off saying oh everything in the

video is going to be free and then at

the end of the video they start selling

you something they hurt their brand they

reduce trust now in this video I'm never

going to sell you anything because I've

got nothing to sell the point I'm trying

to make here is that trust is key to

making a brand work you want to build

trust and you do it I think by giving

giving giving now you might think well

if I keep giving I won't make any money

not true you'll create brand value most

companies in this world that are worth a

lot of money spent years doing stuff for

free big Brands like Instagram for years

the service is free today they had

verification and they had this way of

making money and that way of making

money but for the first few years it's

just about here's a product that can

bring value to you the point I'm trying

to make is soon as they start selling

your data you don't trust them anymore

right so trust is key to building a

brand and if you get trust you'll get

sales if you can build a brand that is

trusted and then you can promote that

brand use the other things I taught you

earlier you will make a lot of money

brands are the future build a brand

notot of business a business on its own

is not scalable a brand you can add huge

amounts of value both pricing wise you

can charge more but also people will

trust you more the open rate on your

emails will be higher people will look

at that billboard when they walk out of

their office and they'll care about your

business they'll watch your content

you'll make money on social media you

see how it all ties together I hope

you've enjoyed this video today I'm

going to go eat some chicken for lunch

now starving appreciate you guys thank

you so much for listening got any

questions drop them in the comments I

will try to read them