By Finn Lobsien.
I can admit it. When you get into marketing, you’re flooded with vocabulary: Content, targeting, CPA, paid ads, info products, retargeting, email list, etc….
Learning marketing feels like learning a new language. It certainly did for me. And when you’re confused, marketers take advantage of you by selling you eBooks, courses, audios, PDFs and seminars. It’s not your fault if you spend money on bad products. Really, it’s admirable you want to learn so much.
But without a good understanding of the core principles, you’ll have a hard time learning how to do effective marketing.
Today, I want to eliminate confusion and simplify marketing for you. You’ll gain a high-level understanding and an easy framework to assess all the different offers you’re getting.
You see, when I started out as a copywriter, I didn’t know anything. Often, when I took on gigs, I found myself googling how to write that copy I’d just been paid for.
Things changed when I stumbled upon a recording by an old business expert where he explained a simple formula for business success. A formula I’ve now adapted to simplify marketing. Something “clicked” and I gained clarity. After giving it a few minutes of thought, I had that comic book moment: I felt like a lightbulb lit up over my head. I was able to fit all the tools, gadgets and strategies into a bigger picture and gained a deep understanding.
The only 2 components you need to do effective marketing
Here’s my version of what I learned.
You only need two things to do effective marketing:
Seems obvious, eh?
Well, the concept is actually quite deep.
Let me explain.
A “great” product is something (could be a physical or digital product or a service) you show your ideal customer—and they fall in love with it. They start telling all their friends and don’t care about the price. By definition, when the product is *that* good, you just need to put it in front of the right people to make money.
But not everyone is your ideal customer. Not even your email list is completely filled with ideal customers. And you can’t 100% laser-focus on ideal customers in *any* paid traffic strategy.
And you wanna make money, right? I’m sensing a problem here.
Luckily, you have component no. 2, which turns people into your ideal customers. A lot of marketing falls under this category. Each piece of content you put out serves the purpose of inching people one step closer to being your ideal customer.
Let’s examine some popular marketing devices using this framework
Since I focus on email marketing, let’s talk about email first. Every email has the purpose of moving people closer to being your ideal customer. And when they are your ideal customer…. $$$.
Here’s a behind-the-scenes insight: The reason sales letters, VSLs and webinars work so well for making a lot of money (and are super-hard to pull off right) is because those tools can take people from barely interested to ideal customer in a single ad.
So when you’re creating ideal customers for a great product in droves, you’ll be making plenty of money. And you’ll also have crowds of happy customers, who tell their friends, leave reviews or send you testimonials—and, by doing so, increase your revenue.
If you don’t do this, reading this was a waste of time...
Now, you know there’s tons of content creators who put content out there which has little practical value. In many content pieces, you might feel like you’re learning, but if you’re not executing, you’re wasting your time.
So let’s move from theory to practice, because execution is where you make an impact and earn your revenue. This will only make sense to you if you already run marketing or have a plan for your marketing—else you can bookmark this post and come back. I’ll be there for you.
Think of one channel you’re using (or plan to use) and imagine the people who enter that channel. Reading comments or general feedback can help you get a better picture. Be honest with yourself—these people are NOT your ideal customer yet, else you’d sell 100% of them.
Now, make a list. Write down everything separating them from your ideal customer.
That’s your to-do list for the channel you’re thinking of.
Now write copy and create marketing to reverse those differences…
...and you’re creating tons of ideal customers. Then, just show ‘em the product and your marketing will be effective (read: profitable).
This is simple, not easy. You WILL see failure. You might be wrong in your assessment of people. All those things can/will happen, especially if you’re new…
...BUT you’ll be executing and you’ll grow. And eventually, you’ll get better and make sales.
In the next paragraph, I hand you a free pickaxe. You’ll need to dig for the gold yourself.
To make this dead-simple for you, I’ve created a fill-in-the-blank template for you. All you gotta do is fill it out and you got your marketing for one channel planned (I use this template myself).
You can download it by joining my newsletter “Freelancing Tips From The Trenches”, in which I report what’s working for me as a freelancer—and what’s a waste of time. You’ll learn how to grow a freelance business and how to make your copy pull more profits.
Click here to join and get the template.