Here’s the hard truth — there is no reason to optimize your marketing until you figure out what your conversation should be. Almost once a day I speak with business leaders, entrepreneurs, online marketing teams, or content marketing experts who are looking to grow their personal businesses (and wealth) through new, creative strategies recommended by a handful of leading online marketing gurus.
Our conversation includes all kinds of buzzwords like squeeze pages and product launch formula, video seminars, and upsell pages.
We talk about the best set of plugins for building out WordPress, the ways to manage and improve website visitor conversions, and the new tools for email marketing to subscribers who sign up at the website.
The conversation pretty much always goes the same way
They tell me, “I bought __________ course. I watched all the videos and started implementing the cutting edge strategies that I learned. You can see my website over here.”
Which is where I usually stop and ask them, “So why are we talking? What’s the problem? If you have the inside secrets of the ‘world’s best’ online marketers why aren’t one of them?”
To which they all seem to reply: “It’s not working… I’m not getting even close to the results that I should be getting. It’s like I’m in a different universe. I’m following the strategies verbatim and coming away looking foolish. Nothing good is happening.”
At which point I usually start asking more uncomfortable questions.
I start digging into more than just how they implemented the course from __________. I ask what motivates them in life and why they’re doing what they’re doing right now. I ask them what they’re really trying to accomplish by pursuing these strategies and who they’re trying to help.
I asked about their finances, their fitness, and what’s going on in their head. I come away all too often with the same sad, disheartening story.
The person I’m speaking with fell into the funnel of__________ and decided to pay for a webinar, online course, or personal coaching from someone they thought would help them find happiness, make more money, and unstick them from the mess they are in currently.
Instead, they got a series of highly targeted messages, links from smart tools, and the reassurance that if you follow the process you’ll make a bunch of money that will fix the rest of your problems.
And the reason it doesn’t work is because that strategy has never worked.
It makes the people who sell those courses rich, but it doesn’t enrich you. There are many reasons why.
Massive amounts of hard work, confidence, investing in your own success, and delivering more value than people pay for — these are just a few of the necessary ingredients for success. Assuming you have all those figured out and are ready to play the game, you’re going to figure out pretty quickly that getting people to listen to you is nothing short of a miracle.
Before you waste your time optimizing how you squeeze money from your audience, you need to figure why they should care about what you have to say.
What outrageous value to do you have to provide that they can’t get somewhere else? What makes you so amazingly remarkable that they have to be a part of what you are doing?
That’s why your marketing is still a big failure.
You can’t answer those questions by checking a box, plugging in some technology, or stepping through an online course from your favorite marketing guru. You have to live a different life to deliver outrageous amounts of value and be amazingly remarkable.
It’s less about what you do and more about who you are as a person. You can’t fake it, borrow it, or steal someone else’s strategy for success.
You’ve got to be the best version of you. And when that happens, you’ll break through the noise around you and find yourself surrounded by people ravenous for your brand of awesome.
And that, my friend, is going to work.