all right hey there my friend adam
erhart here and in today's
special and very impromptu live
streaming session i'm going to be
walking you through
some of the most important components of
creating a truly effective and
and truly profitable marketing campaign
or marketing plan or marketing strategy
or whenever you're trying to scale an
existing business or launch a new
offer to the market these are the things
that you need to pay attention to i'm
also gonna be breaking out
the ipad and that uh that nifty little
pencil so you're gonna get to see
why i failed grade three art class but
with all that said let me see if i can
get
our technology to work here and uh and
we'll
dive right in also if you happen to join
the live
halfway through make sure to say hi drop
a comment let me know
where you're from where you're tuning in
from as well as if you have a business
let me know a little bit about your
business because at the end of this and
it probably shouldn't take too long
maybe
five or six minutes of content i'd like
to open it up to questions
to answer any any relevant or specific
any questions really regarding marketing
business or anything else i'm qualified
to talk about so with that said
let's dive right in now i must warn you
ahead of time these drawings are for the
sake
of basically keeping us on track so so
bear with me but essentially what we're
going to be working with
are five m's and of course
that is when technology fails us we can
test it all ahead of time as much as we
like but
the moment it comes down to it oh there
we go look at that
5ms this is what you need in order to
create profitable and effective
marketing so we're going to start at the
top we're going to work our way
through the very first m is
model so what is model the model is
your business model this is essentially
the
the way that you deliver whatever
product or service um that you offer
it's the packaging it's the pricing it's
the positioning
are you selling something expensive or
inexpensive are you selling products or
services
are you selling whatever it is in
whatever combination
this is essentially it now this is an
important point rather than just saying
i sell
x or y or z or anything like that
because you really want to be aware
of the overlap between the things that
you could offer and the things that you
should
offer like all things in life we can put
this into a venn diagram if we trusted
my art skills that much which we don't
so what we want to do here is we want to
find a few different areas one of which
is
things that you could offer that you're
good at kind of obvious
things that you enjoy because you'd like
to be in this business for a substantial
period of time i imagine
and then third and maybe most
importantly of all
things that the market is willing and
able and has proven itself
willing to pay for because if you're
selling something that has no market
need not really going to do you any good
and in fact that's the number one reason
why most
startups fail is that they've created a
product or a service or an
offer that nobody wants so let's make
sure that we clear that up right away
once we've got that done and you've gone
through all of the different
combinations that you can have and
you've mapped out
kind of a rough customer journey of
introducing someone to your business
and what you would offer first and how
you would structure it and how you would
deliver it
well it's time to move on to the second
one
now this second point is arguably
interchangeable with the first one in
regards to priority so you could focus
on market first you could go to model
first
there's different cases to be made for
each but
we can't underestimate the importance of
market because
it's baked right in the word marketing
itself this is what
marketing is all about it's about
serving a target market an ideal
customer
a segment of the market that you're
perfectly positioned
to get them the best results possible
for
now when it comes to serving your target
market you've got a ton of different
options available
the three best ways to start to classify
and identify who you're going to serve
really come down to three different
things demographic details like age
gender income occupation things like
that geographic details what city state
province country they live in and so on
and psychographic details what are their
attitudes their beliefs
their values what kind of groups or
organizations or affiliations do they
belong to
if you've been in business for any
length of time then you know that
certain segments certain pockets of your
market are just
better to work with they are happier
with what you do
they are willing to pay you more for
what you do they get better results for
what you do
so therefore they refer you to more
people and so on so you really have to
dial in
that market all right three
message actually we're gonna do another
one
down here we're gonna we're gonna add a
six point just because we can but first
let's talk about message
the message is what are the pains and
the problems and the frustrations and
the fears and all of the things
that your ideal target market is
currently suffering with
that you and your business are uniquely
positioned to solve
so the way that i classify these are
miracles and miseries their miracles are
everything i just mentioned the fears
pains problems frustrations nightmares
all the stuff that keeps them up at
night sweating and miserable and scared
for the next day
and their miracles are all of the things
they want to get to
these are their wants and dreams and
goals and aspirations
and everything that they're trying to
achieve and your business
acts as the bridge that helps them cross
the gap away from misery
and towards miracle and your messaging
is the form
and the words and the video and the
communication
of that of the ability to help them move
away from all of their pain
and towards all of their pleasure
alright
four media
this is where most people start let's
put a little mini star here almost as a
warning
more than more than a signal of
importance what ends up happening in
marketing
way too often is that when someone
thinks about hey i need to market my
business they immediately jump to media
well should i use youtube should i use
um a podcast
should i do facebook twitter instagram
pinterest whatever tick tock
who knows right and they immediately
jump there the problem is
is that none of that is going to be
right or all of it's going to be right
depending on your model your market
and your message this is why you have to
figure out what are you serving um what
are you selling
next who are you selling to that's the
most important thing because
different categories different segments
of the market are going to be present
and active
on different media platforms for example
pinterest still
largely um occupied by women it's
largely
favors uh female demographics so if you
serve women or females or anyone like
that
pinterest probably a good choice um
youtube that's kind of wide open but
there's obviously a barrier to entry
being
video a podcast podcast is a phenomenal
tool
it tends to attract and tends to serve a
slightly more affluent and wealthier
demographic as well
but podcasting has some huge limitations
mainly being it's really hard to get
found
and to be discovered for your podcast
you should probably have an existing
audience
facebook map pretty much everyone uses
facebook especially if they're 30 35 and
up
instagram again it's pretty ubiquitous a
billion users on there now so you can
pretty much safely reach your people
but again you've got to find that
alignment between where your people are
and what your business is all about and
then go where your people are and ignore
everything else all right so that's
media let's move on
to machine
and we are going to hit a slightly more
advanced one and then uh then we'll wrap
it up here but first machine
so what ends up happening with any
business whatsoever is that
you need to put a system a process
a sequence in place to guide somebody
through
having no idea who you are all the way
through those no like and trust phases
and bring them out the other side as a
happy loyal loving customer or client
that
that is essentially in love with you and
in love with your business or at the
very least
likes you and likes your business
because people don't do business
with people part of me people don't like
doing business with businesses people
like doing business
with people because people are authentic
and relatable and human and have
personalities and we can
resonate more with them than we can with
large nameless
faceless vanilla corporations that are
hard to really
uh categorize for standing for anything
so our machine
your machine is going to be specific and
unique to you but it's going to guide
them through
that process now here's a kick what you
really need to do more than anything is
focus
on initially lead generation
through email marketing i've talked
about this a ton if you've been
following the videos for the last little
bit
i've been really heavy on on pushing and
promoting email marketing this is simply
because
looking back over my career and over the
last 10 years it's hard to think of a
single client
where i haven't added or optimized an
email marketing strategy
to the tune of a significant boost in
profitability it is one of the most
overlooked and therefore uh ripe with
potential opportunities
for business owners entrepreneurs and
marketers you've got to be doing email
marketing so
make sure that you've got a lead magnet
an opt-in a freebie a giveaway or
something
to attract that perfect fit customer or
client to your business
and then guide them through the process
using email marketing to work them
through
these stages all right
let's see next we have our last one and
then i'll hang around for a few minutes
and see if we've got any questions that
you'd like to have
answered oh we can't see that one
perfect there we go
moment so what happens now
is that if we match everything up right
model market message media
and machine we have everything in place
the reality of the situation
is still the fact that at any given
moment
most people will not buy
that's just statistically how it goes
you can put an offer in front of 100
people
the vast majority of them are not going
to buy in fact you could put something
free
in front of most people and the vast
majority of them won't take you up
on that offer now there's a ton of
different reasons it may not be right
for them it
may have not be appealing for them it
may not solve a problem that they feel
that they have
all of which by the way are um you can
overcome through the proper messaging
and proper marketing sequence
but there is that time there is that
point where hey it's just not right for
them right now
and this is why it's important with the
moment to build in
an overall marketing structure and
campaign that allows you to serve the
people who are ready to buy right now
who want an answer and a
sort of a solution to their problem but
also in a way that allows you to follow
up
again and again and continue making new
offers and building more trust and
establishing more authority and
presenting more solutions
so you can carry on for that moment when
they are ready to buy
and that really is the magic behind
every successful
every profitable marketing campaign
you've ever seen that has worked it's
gone through these stages the model
market message media
machine taking into consideration the
moment and this is why
one of the main things that i do and i
love to do is map out those customer
journeys
from initially meeting me or my clients
or my students businesses
guiding them through and nurturing for
lack of a better term
engaging with building trust building
rapport establishing a relationship
all the way through to the point that
they're ultimately ready to buy
so there we have it all right um
let's open it up to some questions
alan hi good to see you and uh
yeah if you've got any questions feel
free to drop them in i'll hang around
for a few minutes and we'll see what we
can
get solved and otherwise we'll wrap it
there and you can drop them
inside the comments after let me see if
i can come back here there we go
technology has not let us down
entrepreneur mindset just need to put in
more effort that is definitely
a element of it right like what ends up
happening
is um you obviously have to work hard
that's kind of a given
but effort will only get you so far at
the end of the day we all have the same
24 hours in any given period
so there comes a point where simply
grinding more and hustling more
is going to have significant diminishing
returns and the solution
is actually i hate to say it because it
sounds so cliche but it's like instead
of working
harder we do have to work smarter and by
smarter i mean more strategic i mean
more in alignment with those proven
marketing fundamentals and principles
like
the model market message machine et
cetera et cetera
all right alan
we have two ellen's i have an idea
to start a food truck yep i'm all for it
provided that uh
that there's still need for it i mean
we're in kind of weird times right now
but if people
people still eat so yeah the key there
is uh do a bit of market research find
out
what else is going on also as a bit of a
tip head over to amazon
because they've got like i don't even
know i think i did a case study
on food truck marketing a year or two
ago and i remember going to amazon and
like looking through all of the books
and articles and that there's a ton of
information so the first thing you need
to do before starting a food truck or
any business is uh is research learn
study everything you can buy
100 200 worth of books and
courses and training and consume
everything you can and you're going to
come out
so much further ahead and be so much
more educated on all of that
all right daniel
what are some of the most important
things to consider when creating a
successful
email marketing oh that's a good
question and it's um
and it's deep things right i think um
while we're on this topic
the most important things to consider
when doing email marketing are
like all marketing so it's like what are
you trying to sell what is the market
that you're speaking to so you make sure
that you're using their language you're
talking to their pain points their
problems etc etc
what is um what is the message you're
communicating
obviously media is kind of irrelevant in
this case because we're on email unless
you're thinking about building
your email list and then we do need to
drive traffic what is the flow
of your email messages like are you just
communicating for the sake of
communicating are you guiding them
somewhere are you offering them
something are you
leading them through some kind of
sequence i think the biggest thing i
want to tell you here
uh when it comes to email marketing is
there's two huge problems to avoid two
massive mistakes
the first of which is the most common
and that is the i'm gonna give as much
value as possible
all the time i'm never going to make an
offer i'm just going to give give give
love everyone do everything i can for
them etc in fact i've just launched a
video
on this i think it's the video right
before this one so make sure to check
that out
if this is of interest to you but that
is a huge mistake
because what ends up happening is if all
you do is give and you never make an
offer or you never
offer to sell something first of all
you're never going to sell anything
which means you're not going to have a
business
but the second thing is when you do
finally get up the nerve
to make that offer your list your email
list your audience
they're going to do they're going to be
offended they're going to be angry
they're like
i thought this was free i thought you
were just giving out of the the kindness
of your heart and then you finally
offered to sell something
and they're going to get offended or
they're going to unsubscribe or they're
not going to buy because they haven't
been
for lack of a better word they haven't
been trained and initiated and
indoctrinated
that you and your business and your
services or products or whatever you're
selling
are there to help them so you're not
going to be pushy but you're going to
guide them in that way
now of course the flip side of this is
emails that all they do is sell
every single email is a hard pitch or a
hard offer or a sales message
and of course those those are total
garbage too right because who wants to
get
non-stop sales messages in their email
inbox they're going to delete them
they're going to unsubscribe
and move on but again yes for more info
on that check out the video i just
posted i think it's called
email marketing made simple or tips or
something like that
so you should be able to find it there
doo doo alan free template given for
your
email template it's funny as we're
talking about free right yes there's um
i'm not sure i have a free version of
the email template
i have a very inexpensive paid one but
that's again
only if you have a business and only if
you have something to sell if you're
just getting started then
simply watch the video and put it
together the template really follows a
sequence of
telling a bit of a story providing some
tips from that and then leading with a
call to action
of course there's more the devils in the
details so if you have a business and
you are using email marketing
it's worth looking into but yes
let's move on from there owen hi
super noob right on that's a good name
all right um
mikhail or michael mchale one of the two
let me know which one what are the
strategies to keep client
to buy our product so
that my friend is um again it's it's a
very deep very
complicated question right like what'll
end up happening is a lot of marketers
out there will be just like oh run
facebook ads there there's there's your
strategy that's the secrets facebook ads
or it's a facebook group or it's
promoted pins on pinterest or whatever
it is um the reality is
is that it's it's complicated it comes
down to everything we talked about at
the beginning of this video
what's your business model who's your
ideal target market what's the message
their miracles and their miseries how
can you position yourself that way
what media channels are they active and
present on and then making sure to go
there
with communication that mirrors and
matches and addresses their
their miracles and miseries and all of
that um what is the machine what is the
legion
and customer journey and marketing
funnel that's going to guide them
through to build trust and establish
authority and rapport and relationships
and then the moment of course being well
what if they don't buy right now what if
they're going to buy later what other
angles or hooks or whatever you can do
to guide them through and that's why i
guess that's probably one of my biggest
frustrations with the marketing industry
as a whole is that people have this um
this this false belief
because of all the fake stuff that gets
sold saying this is the secret and
that's the secret and the reality is
is there is no secret there's just
strategy and sequence
and stories and yes of course there are
some some hacks and tricks and some
psychological stuff that we can do to
make ourselves
more likeable and relatable and so on
but but that my friend
is it all right
manos would you apply the same
principles for a freelancer 100
yeah um so the main way that i'm talking
about these it's funny when we talk
about marketing
people often not just humanoids i'm not
calling you out but like people often
confuse
well what if i sell this or what if i
sell that or what if it's blue instead
of red or what if it's um
even a product versus a service which
yes there are some significant
differences between marketing products
and services
mainly services are intangible and you
can't see them so you need a higher
level of trust and you need more rapport
and more authority and so on
but all of the rest of the same
principles apply identifying your
business model
so as a freelancer what do you do how do
you do it what's the deliverable that
you're providing what's the end result
you're guiding someone to
who's your ideal target market is it big
business small business are you working
with this kind of client or that kind of
client in
this industry or that once you've got
that established what's their pain
points for the message
what makes them tick what problems do
they have that you
are uniquely positioned to help them
solve then media where are they active
and present that you can reach them
then machine how are you going to guide
them through the journey like all of
these things
are as important for regardless of what
business
that you're that you're kind of trying
to promote here all of the all of the
same principles and fundamentals
will apply
entrepreneur mindset why do we need to
do email marketing
oh i like that so you need to do email
marketing for
so many reasons but but to give you
specifics oh
and there's so many so i'm not going to
dive in all of them because i've got
i've got enough and i think i talked
about this in some previous videos as
well
everyone uses email that's a pretty big
one um i use email you use email
my mom uses email my brother uses email
everyone checks their email
so you've got direct line access to your
customers and clients where they are
they also check it like 15 times a day
which means you have this non-stop
pipeline directly into your clients and
customers brains
second of all you own your email list
you don't own your
youtube subscribers you don't own your
facebook fans or instagram followers or
anything like that they can change the
algorithm they can take it away
they can just wipe out your entire
business if you're relying on that
the second thing is that email allows
you to build a higher level of trust and
authority
because it gives you a longer form kind
of content where you can tell more
stories and establish
again more trust more authority and more
expertise um
statistically speaking email provides
the highest roi
of all marketing channels around four
thousand four hundred percent
roi now how accurate that number is
hard to really say i mean of course
you're going to have to have all of the
things in place like i talked about
before your model your market your
message your media
machine so on and so forth but if those
pieces are in place
like i said earlier i can't think it's
hard for me to think of a single client
over the last 10 years i've worked with
where we haven't been able to add or
optimize an email strategy for
a significant boost in profits and not
just profits but like
better clients better customers because
they resonate with you they understand
your values
and what you're all about and how you
work so
yeah i i can't say enough if uh if
you're not using email marketing you're
leaving
money on the table
all right techiac tech for a startup
should i brand or acquire customers
first
easy answer customers first always
that was easy i could go into more
detail if you like but it's always
customers first branding
should always especially for a startup
man especially for startup branding
should always come
as a secondary supplemental benefit
to direct customer acquisition because
if you think about it
yeah branding's important it'll make all
of your marketing more effective later
but for now you need
customers you need clients you need
acquisition you need sales you need
revenue
otherwise you're not going to have a
business anyway so yeah do whatever you
can to acquire
customers i'm glad you asked that thank
you great question
all right
[Music]
how to write marketing campaign uh
campaign plan any tips hey shirley
yeah right on so couple different ways
to do this one of which is i think i
have
pretty sure i have a video on my channel
which is like how to create
a marketing plan i think that's what
it's called so if you just type how to
create a marketing plan or marketing
plan adam erhart
that'll bring it up and it'll walk you
through the steps
the second thing is is if you go i'm not
sure i can write this on the screen with
all my
technology going on here but if you go
to adamerhart.com
slash cheat sheet so a-d-a-m-e-r-h-a-r-t
dot com slash cheat c-h-e-a-t-s-h-e-e-t
there we go all one word for cheat sheet
adamerhart.com
cheat that'll walk you through a
one-page marketing cheat sheet which
will give you an overview
of a marketing campaign and a plan so
it'll show you what you need to cover
the points you need to be aware of
actually if someone could do me a favor
and write that in the comments there
adamerhart.com
cheat sheet that would be hugely
appreciated
all right
evan good to see ya what's your opinion
on working in marketing as a freelancer
versus starting an agency i've been
working on building
personal brand in the meantime as i sort
out my product offering
thoughts okay so i have no problem
as working as a freelancer versus
working as an agency i think whatever
floats your boat whatever you want to do
a lot of it comes down to what services
or products
that you want to offer through the
agency or through being a freelancer
with being a freelancer there's some
significant benefits you can really
specialize
in on a specific niche or area or type
of client or service or whatever it is
and get really deep expertise there when
you have an agency
you can still be a specialist but
clients again depending on the size
they may want other things again it
really depends it's just sort of a scale
question
because with an agency you're also going
to need staff and a team
and and all sorts of stuff if you want
to grow it and i've learned
the hard way i still have an agency um
but i never promote it i never really
talk about it it runs and
it's there it's it's maxed out and
waitlisted so
we won't even mention it but i realized
that if you run a seven-figure agency a
million dollar agency
and you have a 20 profit margin which is
pretty standard pretty decent
well that's i don't know what that works
out to a couple hundred grand a year and
if you do it right and you build up your
freelancing career properly and
establish authority and do your
marketing right
you can achieve that all as a freelancer
without needing the stresses and the
pains of having an agency so
up to you now in regards to building up
your personal brand i'm all for it
i like a personal brand but kind of in
relation to the last question on should
you brand or should you get customers
always customers so what i would do is
like i would sort out your product
offerings
today just buy what do you what do you
like what do you do talk to the market
what do they need help with
start helping them and when you do that
and you get customers then you can start
to sort of let your personal brand be a
more of a byproduct of it all right
let's see um entrepreneur mindset what
are the ways to attract
people towards our product everything we
just talked about yeah i i hate to
to sort of brush that one off but like
literally
through through marketing through the
plan what's your model market message
media
machine figuring out the moment all of
that that's how we attract people
um now what specifics they're going to
be unique to you and your business and
your marketing your industry and how you
position yourself and all of that so
there's specifics depending on what
you're offering and how you do it and so
on
matia just got your email script and
workflow today such a good one
um i will put it to work for me good for
you guys you should see all those videos
the answers all your questions and
doubts in the videos hey i appreciate
that my friend so
first of all yeah it's it's first of all
it's very important to me to sort of
pass on
what i've learned i've been really
fortunate um that being in this game for
so long i've had so many great
mentors and friends and teachers and
like people have really helped me out
they've shown me behind the curtains
behind the scenes of
what actually works rather than just
kind of what people are saying works
so i've been blessed with having this
sort of unfair access and advantage and
it's my goal to share that as much as i
can
with you now in regards to getting the
email script and making it work yeah man
put it put it to work it is a very very
powerful tool um
so keep me posted you're gonna be gonna
be very very happy
um alexandru what's your opinion on
google ditching
third party cookies it's basically okay
so
even even more relevant probably for
people it would be the apple
debate the ios 14 update and how they're
starting to change things around and um
and limit the amount of events you're
able to track through your facebook ads
and so on
my response whether it's any any
platform with cookies or tracking or
anything like that
there's a solution and the solution is
an email list
like that that's it it's um it's an
email list it's probably an sms list
although that's more prone to
changes as well and there's gonna be new
laws and regulations as marketers tend
to ruin everything by spamming people
but
uh there's a direct mail list getting
someone's a hard
address their physical mailing address
that you can send them stuff there's a
messenger list like manychat
or bots or anything like that like you
want to own
your audiences uh you don't want to be
reliant
or basically putting all your eggs in
this one basket of running
facebook ads i've seen way too many
businesses especially
having been in this game for so long we
used to be able to do crazy stuff on
facebook ads like like say the most
insane things ever
and facebook would be like that sounds
like a great idea you can do all of this
and now we can't do before and afters
we can't make big claims we can't call
people out with their problems we're
very limited
i don't mind i find i found workarounds
it doesn't doesn't really bother me but
it hurt a lot of people
the solution of course is we get them
off there and we get them into our list
so you have
control all right
kurt how do you plan a social media
campaign
oh man i'm going to sound like a broken
record but i want to say it again
the same way the exact same way it comes
down to
what are you trying to sell what is your
business who is your market they're
trying to reach
um what is the pains and the problems
and the content they would be interested
in
what social media platforms are they
active and present on
that sounds like a very high level
question but it is an incredibly easy
one to answer literally just go to
and type social media platform
demographics and it'll show you what
kind of people
use what kind of social media then
create content drive them towards
something ideally something that puts
them on your email list and follow up
with them from there
but that that is the bones that will
take you farther than 99
of people out there who are just
randomly throwing up pieces of content
on social media
danny hey bro i'm starting a service
website and honestly i don't know what
social media platforms to target okay so
we're these are good questions because
but we're all on the same theme right
the answer here
is where are your people like so when
you have a service website well what's
the service
um and who are you serving and i mean
actually just drop those in the comments
and i'll tell you
what social media platforms to use it
really is that simple it's like what are
you offering
who are the people that you're trying to
serve and there's going to be a few very
clear winners here
um if in doubt facebook instagram
uh pinterest part of me youtube or
said pinterest pinterest if you're
targeting women clearly if you're
targeting everyone men and women
facebook instagram youtube linkedin
those four you really can't go wrong
with one or a combination
of those four the big four i call them
um brandon i'm a manager in
a body shop and i sell manager oh sales
manager as well i'm having a hard time
to bring in work
thoughts or opinion in that field yeah
yeah yeah so
what i like about body shops are like
i'm assuming automotive body shop
somewhere where someone gets their car
dinged and then they need help um you've
got a very unique opportunity to run
hyper targeted local facebook ads video
that that would be my main that's a
tactic more than a strategy i would go
through everything else i talked about
here model message market media blah
blah blah go through everything that
we've just talked about
if you if you came in late watch the
video from the beginning and carry on to
here
but then yeah man facebook
video ads two minute three minutes
showing the body shop hey do you have
this problem did someone
t-bone your car or smash up your fender
or whatever we take care of it this way
we do this this this this
and then just target the local area
people that have cars
and um and let it run with a call to
action come in today for a free no
obligation da-da-da
and those work very very well
almost unfairly well
evan thanks for feedback love your
emails love the videos aw dude i
appreciate it man thank you it's good
good to have you along yeah car body
shop so exactly it
100 so my my tactic obviously my
strategy is go deeper than that
because there could be nuances and
details and you may serve a different
market and so on
but my tactic my just off-the-cuff idea
yeah
facebook video ads targeted at a local
area within 5-10 miles around your shop
targeting people with those issues
uh daniel what's your favorite email
marketing service for a small
business oh good question so when uh for
those not familiar email marketing
service could also stand for
um email service provider email software
and what
an esp email service provider or email
service is
is it is a piece of software that allows
you to collect people's
email addresses and names and phone
numbers if you want an address and
whatever
and then automatically respond or
collect them in a database so you can
market to them again and again rather
than just going through your own
personal gmail account which is
a terrible terrible idea so i've got a
number of different favorites what i'll
do
is um below this video i'll put a link
to it
rather than say it out loud and the
reason is is because it changes
uh there's there's different ones that
are better at different times and
sometimes new features get added or
deliverability changes
so i'm gonna keep you hanging i'm gonna
wait till this live stream is over and
then i'm gonna drop the link to my
current recommendation below because
that way i'll be able to keep it up to
date
if anything changes so look for that
shortly sabbah shop
don't know what that means
evan how many email campaign series do
you have running simultaneously are you
doing a lot of single sends or is it all
trigger-based
oh my man this is the question i was
hoping someone would ask
bonus points for you today so let's get
nerdy
guys if you dare um the way that i
structure
campaigns or essentially let's start
even before that when you send email
when you do email marketing there's two
different schools of thought
there's the autoresponder campaigns
which is where you preload all of your
emails to go out automatically on a very
specific series
and then go out ad hoc as you feel like
it whenever you want you just send out
emails
my approach is a combination of both
and but it all starts with an
autoresponder campaign
and the reason that is is because when
somebody first gets introduced to you
and to your business
and to um what you offer it's it's
really nice to like put your best foot
forward and guide them through a very
logical process
that walks them through what it's like
what you're like
think of it as a first impression that
you have control over rather if somebody
just joins my list
and i send out a broadcast email and it
happens to be one of my
let's say edgier emails and this is
their first introduction to me and all
of a sudden they're getting this like
rather provocative or polarizing email
that's probably not the way i want to
introduce them yet because they don't
they don't really know me they don't
know if i'm joking or serious or where
my values are so the
the short answer is that the long answer
and we won't go into it too much
is i actually have a very specific
process that i walk people through
it's it's very strategic based on all
right they opt in they go through this
campaign
based on an action they then go through
this campaign based on that they go
through this campaign
and i have a series of different
campaigns in total there's seven steps
to my overall i guess you could call it
launch or promo
promotion sequence um each one
containing a series of emails based on
where
they go and they'll go through that
whole process the beauty of doing it
that way is i'm able to go back
and i'm able to optimize subject lines
what got opened what didn't
how things worked how it didn't that
said again
what my recommendation here is start
with a good like three four five day
autoresponder sequence then start
sending broadcast emails
and from your broadcast emails you'll be
able to see which ones resonate which
ones don't and you'll be able to cherry
pick the best ones
and start plugging them into your
autoresponder so that way you end up
with like this
super campaign and that that is sort of
a secret
to marketing success all right
kurt my pleasure my pleasure my man
uh tim's at aubs glad you could stop by
it's my pleasure i'm happy to help
how should we post content on social
media i'm gonna need more specifics
for that one because um because the
answer is you just post it
but are you looking for timing or
structure or and again it's going to
come down to the different kind of
platform like for example youtube
you can do one video a week or you can
do three videos a week or you can do
seven videos a week you can post at 7
a.m or 3 p.m you can
and it's it's all going to be very
specific and if we look at facebook
there's
a million different ways to post so yeah
there's a there's a lot to it
daily seconds i once had the idea about
combining study results from
universities of course only private ones
not available to the public
uh what are your thoughts on that by the
way i love your videos first of all
thank you very much for the kind words
i'm glad you could stop by
um second of all if let me know if i'm
misunderstanding you but it sounds like
what you're gonna do is you're gonna
comb
through um study results presumably ones
that aren't copyright or hidden or
anything like that but you're going to
comb through
studies case studies research articles
you're going to
summarize them and simplify them for the
public to help them
if that is what i'm understanding and
we're not violating any laws or anything
like that
i'm 100 for it there is a a massive
level of authority to be gained for
those who are able to simplify
otherwise very complex things i'm going
to butcher this quote but i think it was
einstein
that's like if you don't understand it
well enough to explain it to a
six year old 10 year old something like
that then you don't understand it that's
very much the case
if you're able to take these very high
level complicated things and like
distill down the nuggets to then present
to people
as well as giving them a next action for
how they can implement or get results
then
yup all that
helen any free irresistible offer
template you can send to my email
yeah man so uh cheat sheet go go get the
cheat sheet that'll guide you in the
right direction in regards to the plan
and um and then check out the videos i
think honestly
adamerhart.com forward slash cheat sheet
if someone could again i don't think
i've seen it maybe someone did write it
if if no one's written it if you want to
do me a favor write adamamerh.com
cheat sheet and then people can find it
there and i'll pop it up on the screen
um but go there that's a that's a free
one it'll also add you to my email list
so you'll see the emails that i send and
the structure and the cadence and the
subject lines and the formatting
very strategic that that's i think for
no other reason if you go join the email
list just to sort of see
the way that the the method the madness
that goes on
there all right
mike what are your thoughts on inbound
marketing versus outbound marketing in
my opinion i love inbound marketing
better for generating quality
leads what are your thoughts on this
yeah i love both
um like genuinely love both i prefer
if i had to pick right like if you're
making me pick i would definitely pick
inbound uh permission-based inbound
marketing
you get a better quality lead a better
quality customer they
they find you naturally naturally even
though we engineer the whole process
anyway
the exception to that is if you do
outbound marketing and by outbound we're
going to just say advertising we're not
going to say
cold outreach we're not going to say
cold email cold calling none of that
garbage
i'm against that pretty much all the
time just i think it's terrible
not only does it not work it's kind of
spammy and um
and you destroy any positioning or
authority by doing it that way so we're
going to just say ads
but if you can put a really compelling
ad or message in front of someone
and then pull them in as a still not
inbound but even quasi-inbound
uh then i'm all for it so yeah i like i
like both
honestly um but again it depends on the
specific and how they're finding it so
seo
great content marketing 100 um
all good stuff
okay let's keep rolling
all right how do you bring users back
through email
yeah good question so it depends if
they're on your list
and they've just gone cold or
unresponsive i send them a re-engagement
campaign so i'll send them um one or two
different emails that basically say hey
you're not doing stuff come on back and
if they don't then we just wipe them
wipe them off the list because
they're done that's cool that said
before you wipe them off the list you
can download a csv file
of those email addresses for you to then
use on different advertising networks
later so you can upload it to facebook
create a custom audience you can run ads
to those people
so they're not gone forever and again
sounds like i'm kind of like
i don't even have email software to sell
but i wish i did because i mean honestly
i just i can't
preach about it enough the beauty of
email is that once you've got them
you've got their email address and
people don't change them as frequently
as they change
um basically yeah i mean occasionally
they could use like a spam address but
there's enough overlap where
we can still find them so yeah hope that
answers that one
tamzi can we get a new instagram
strategy
um i'm not sure about a new one i can
give you one
my my strategy that i'm liking right now
is using instagram stories for
engagement
so if you're not doing this already uh c
use instagram less for pitching and
promoting and more for trying to get as
much engagement as possible so on your
stories create
polls and quizzes use all of the tools
that they give you available
uh also instagram live still is getting
a crazy amount of reach
considering what they should
ross no need to be sorry i do get it a
lot
um why are you banned on facebook ads
and the answer is
don't know uh it happens for all kinds
of reasons it's happened more recently
than ever before
it comes down to a number of different
factors i've got a video on this as well
from
a year or two ago that basically covers
it what ends up happening
is that facebook has so many different
advertisers they're not manual reviews
they're automated artificial intelli
intelligence
bot reviews that go through your stuff
and they make these split-second
decisions on whether you're violating
their terms of service or not
it might be incorrect and that happens
again this is why i love facebook ads
i've run them forever i still run them
but i guide people to my email list or
to a direct mail list or to something
else where i can get them off facebook
as quickly
as humanly possible so you could be
banned for any reason the first thing to
do is
appeal it so just say hey i'm so sorry
this happened let me try to fix it can i
come back
the second thing is you could just start
another ad account the third is we have
to look at other platforms
all right
let's see danny tick-tock ads good idea
or money in another platform depends on
where your market is
i've not heavily experimented with
tick-tock ads so i can't give you a
personal
um reference on that one i don't run
them myself and i'm not
i don't have any clients where i'm
pushing them towards that so if that's
an indication
maybe but if your market is all on
tick-tock
yeah take a look at it just make sure to
track your numbers track your kpis
is it profitable i don't care about
likes and subscribers i don't care about
anything like that i need it to provide
a
a tangible return on investment you put
in a dollar you get a dollar or more
back out okay
let's see
elena thank you so much for responding
to my email yesterday i've generated a
few great ideas
today for building content marketing
around my part of yeah right on yeah my
pleasure it's um
i try to get to as many email responses
as i as i possibly can so i'm glad when
i can and that works out great um if you
have a question as well
the comments in youtube i'm typically
able to get to them better but if it's
obviously
something else then um then we can go
from there but yes
great ideas for building content
marketing around my product good for you
yeah
elena i remember the question now that's
right it was what ends up happening is a
lot of a lot of people and elena are not
calling you out here but a lot of people
think that based on their market or
their industry or whatever it is they're
selling that certain strategies
won't work for them specifically let's
say content marketing for a
product-based business
but the reality is is that if we go back
to those foundational marketing
principles
of establishing value and telling
stories and creating connections and
building relationships they apply pretty
much regardless of what you're selling
which is why
everything we talked about in the
earlier part of this video is relevant
almost regardless of what kind of
business you're in so good for you for
getting some ideas and
and yeah let's let's get it going
evan do i edit my own youtube videos how
long does it take you but it indeed
takes forever
yes i do not i have an amazing amazing
editor
um that helps me i used to edit all my
own videos
um and it took me way too long i'm not
very fast or proficient with editing
videos so
i have an amazing editor who takes care
of that yes keep looking if you're not
overly uh happy with the time
do do do
video quality is lit thank you and i
think you asked what uh tool am i using
that's a good question i'm not sure of
the exact stream one i think this one's
e-cam
live and then i'm running it through a
video camera with a special lens and
yeah it's more than you need you can go
live from your phone that'll that'll
check the boxes but
uh someone that does this a fair amount
and professionally yeah you can you can
get some cool
tools mike thanks for the advice loving
tuesday mal my pleasure man yeah dude
i'm i'm
very nerdy and geeky on marketing i find
it endlessly fascinating
the whole the psychology aspect of it
i'm very strict
on who i work with because it's got to
be a very ethical business
and a very um authentic person with
integrity
because the strategies and marketing
these are very powerful tools
like we we're not manipulating is not
the right word but we're persuading
someone we're influencing someone
they're going to trust us and that's
that's not something i take lightly that
is
that is a very serious uh very serious
deal but i find it endlessly fascinating
um all right let's see
[Music]
idea seconds that's what i meant
recently learned how to start a business
they said you should first realize if
there's
any market via surveys in my case is
that the right approach yeah surveys are
great
but you need to have someone to survey
right so if you don't have a large
audience or a large network that you can
tap into
it's not really going to do you any good
the worst thing you could ever do is get
a really small sample size and ask like
one person hey is this a good idea like
that's they're gonna
who knows right so test talk to as many
people that you think would be potential
clients or customers that's the one so
really again start with the model what
are you going to offer
go to a market identify someone you
think would benefit from what you're
offering
start with them and have conversations
with them that's the answer surveys
yeah okay have some interview questions
make sure you're asking them
proper questions but conversations that
that's
that's going to be the money when i
first started in business i had
so many so many conversations i i talked
to anyone who would talk to me about
hey i have this thing i'm thinking about
this would you be interested in this
could can i help you for this
also i did the very um
controversial surprisingly controversial
thing of working for free
i worked for free a lot uh to get
experience to get case studies to get
testimonials
there's a lot of people that say never
work for free never compromise your
value you're worth more
but if you're just getting started you
as a person are worth more but you to
the marketplace
not that valuable like we just don't
have the skills or experience yet and
that's okay we all start somewhere
but you got to get them so talk to
people work for free get some case
studies get some testimonials then
charge a little bit less
and ramp it up as you start to get
results
okay a lot of comments let me see if i
can i'm gonna shuffle them around here
there we go
uh doodle to do
ibrahim good to see ya uh how would i do
a funnel for luxury products i know it's
more of a marathon than a sprint and
email marketing will play a key role
then any tips you can give me
yeah it's very much the same just a
longer cycle
so with luxury products with high-end
more expensive
products typically the buying cycle is
longer
that's okay i don't mind that and in
fact the fact that you're asking this
question is is phenomenal
because it means that you've got a
chance to succeed where other people are
going to get frustrated and burned out
what most people do is they take their
multi-thousand dollar thing and they put
it in front of someone and they're like
hey do you want this and the person's
like no
and then they're like ah this sucks
marketing doesn't work and they leave
but they don't have enough information
they don't trust you yet they don't know
you yet they you've got to build trust
and establish authority and rapport
so yeah email marketing phenomenal
you're going to want to increase
touch points and value and frequency and
communicate with them and understand
what they need
all of the same concepts apply we're
just looking at a longer time frame
typically and then of course figuring
out um
who wants it now that we could sell to
as well
okay
ah sharon new in please i'm new in
marketing what would go down in a
digital strategy session what does a
digital strategist
do uh depends yeah it depends on the
person and who's offering the
session i guess um typically
so for me i guess as a as a strategist
it's very much like what we talked about
here so anytime i sit down with a client
for the first time
my questions are very similar what do
you sell who are you selling to
what is the packaging in the offer in
the promotions what have you done before
what's worked what hasn't what are your
markets biggest pain points how does
your
product or service accomplish those
basically trying to get the background
information on all of that information
so that
then we can plot out a strategy moving
forward so essentially
how do we find your perfect people how
do we communicate with your perfect
people
how do we influence and persuade and
show them that you're the best
fit for their problem and then guide
them through a series in a process that
that really is it in a nutshell
all right me brothers i hope i've
fat me fed me hope i pronounce that
correctly
there we go i'm building a new service
creating websites i almost have a sales
site i target entrepreneurs small
companies
i have what they like what they want
what would you recommend well sounds
like you got the pieces in place then if
you think
um what you need probably is to
get some people so find out again if
you're just starting with this
you're going to have to find the market
that you want to go after by niching
somehow
the worst thing you could do is be like
i build websites
because you and like a million other
people so you've got to find out
what makes yours special what makes
yours unique what kind of market do you
want to serve
and then start reaching out to them
start having conversations with your
network your network is
your friends and family and people you
know they're a really good resource not
to sell them directly because like
my mom doesn't need a website um but
like they'll know people and they'll be
able to introduce you
so that's really the best place to start
and then just start working on
projects make sure yours is up to up to
scratch and looking good
uh and then go through what we talked
about model market message media machine
moment i sound like a broken record but
it isn't important
um af what do i think about sawstack
marketing model i really like it um i'm
not gonna be able to
recall them all off the top of my head
but like strategy
pardon me strategy and
uh tactics and all sorts of stuff
i i use it uh as a as a model i think i
might even have a video
on sawstack on my channel somewhere um
even though the acronym is completely
slipping my mind now but yeah i like it
for those who are unfamiliar
it's basically another way of looking at
say model market message media by
identifying what's going on in the world
around you another way is like the
the pestle analysis looking at like
political economic
legal where are we up to technological
environmental something else
uh but it's essentially giving you a
broad picture of your entire environment
so
yeah i think it's important i i run
through it all the time
evan how often do i play the mesa boogie
yeah man good eye
um had the messa wrecked over years ago
yeah i so i play it
daily but very very little five ten
minutes take a break
crank out some tunes i've actually got a
a cheaper easier
plug-in non-tube amp uh marshall back
there
that i probably play more often just
because it's quieter that thing's that
can't that thing can get loud
uh doo doo doo let's see
kurt should we start small with looking
for customers or should we be
everywhere you should start small yeah
because if you try to be everywhere
you're going to be going up against
everyone and you're going to be
naturally forced to water down your
message
which is not going to be relevant or
relatable to people then so
start small
let's see
um augustine adam thanks for answering
me on instagram yeah my pleasure i've
got a question what strategy would you
highly recommend for selling services i
know funnels are kind of best
but is there other so i
love services marketing that's probably
the core of most of my strategies is
around
services-based marketing i find it the
most interesting um because you are
selling something intangible
so you do need to have a higher level of
understanding of your
your market your i mean you're selling
something that's not even there and the
person typically
pays for it in advance so they have to
have this huge level of trust
with you so i don't know if i'm going to
say a strategy
but what works really well for services
is is a typical funnel where you are
giving them some kind of lead magnet or
opt-in
and then you're going to guide them
through a journey through email through
video through content through however
you choose
email right but like through the others
as well that guides them through
the problems they have the solutions
that you can present to them
basically identifying all of the blocks
all of the obstacles all of the
objections they would have
from getting results and from taking
action so again
a funnel is is the right word but not
like clickfunnels leadpages unbalanced
not
software funnel but rather let's look at
it as a customer journey
and then really mapping out the chain of
beliefs
someone would need to have from first
hearing about you all the way through to
becoming a happy
loyal paying client
danny do you have any courses on udemy
and if not how can i contact you to ask
some questions
so i do not have courses on udemy i have
some on my website
occasionally but i keep them relatively
under wraps
um email like signing up for my email
list is probably the best way to
get information uh the best way to ask
me questions is right here on youtube by
far
like catch me if i'm live on the rare
chances that i am and if not
find me below uh in the comments of the
youtube videos
ask there and i should be able to get it
um div yanch you
have asked this question a few times so
let me answer it i don't know
uh i don't work with paypal or work for
paypal
um so you'll have to find someone
probably over 18 as my guest if paypal
won't let you do it if you're
under that age then you're gonna have to
reach out to them my friend i'm sorry i
wish i had an answer for you
um
[Music]
there is a let's take a tangent then
we'll write go back to marketing
i am not going to answer this because i
am uniquely unqualified
to answer about investing so i have no
thoughts on crypto for investment
i suggest you ask someone that would
have a better answer than i would
uh if you have a marketing or business
question i'm your guy you got come to me
first you have a question on
health relationships crypto there are
better people
uh carrie do you think it's okay to work
for free in the beginning 100
uh absolutely 100 in fact if you haven't
like
i know we're pushing on an hour on this
video head back i don't know maybe 20
minutes or so
i gave a bit of a rant on why not
working for free is crazy
and why you should absolutely work for
free and um
and it's a great way to establish trust
and authority and credibility and get
case studies and testimonials and so on
and so forth
uh sharon how would you build out a
strategy for an ecom fashion client that
sells to 18 to 35 can never find actual
strategy without the fluff
yeah so the reason is is because it's
like typically if you're if you're
looking for someone to provide you a
strategy that that is free of fluff
then it's going to have to be specific
and relevant to you which means that
you're probably going to need to hire
someone to guide you through that
process
now if you want to do it yourself my
recommendation is very much again my
broken record here but go through the
steps i talked about right at the
beginning
what's the business model how do they
sell it what are their upsells what are
their downsells what are their
um like do they do recurring do they
have subscription
prices do they have discount codes like
what basically everything involved in
the model
who's the market well 18 to 35 um
female male what kind of 18 to 35 do
they like this do they like that also 18
to 35 is a very
very wide gap um so if they want to be
specific they're going to probably need
to break those down into like
18 to 22 18 to 24 and then like 26 to 35
because like we're looking at
different generations essentially like
35 being
elder millennials uh 18 being oh man
what's the other one gen z
like again different messages so you're
going to have to sort of break that down
by going through the steps
[Music]
workaholic gang yeah uh so i'm a
recovering workaholic
i still have those tendencies how on
earth do you identify the thin line
between work
and leisure when working for yourself
boundaries
again um a lot of these are sort of a
lot of the boundaries that have been
placed on me were placed on me years ago
by my family who are like adam you need
to come home and um
and stop working which is true you do
need boundaries so i set myself
a schedule and then i stick to it it's
um it's a
grueling schedule i'm up at about four
a.m pretty much every single morning if
not a little bit earlier
um and i i crank out work for a solid
amount of time
uh but that's based on love for it and
interest in it so the way that i have my
business structured
and i've sent this before in emails i
could actually walk away take some time
off do whatever i need work 20 minutes a
day
however i want and the business will
still function based on the systems and
the processes and everything that's set
up
i choose to work more because i really
really like it like i find it endlessly
fascinating
i love these conversations and being
able to help and that so yeah the best
thing man boundaries
set a time nine to five eight to four
four to four whatever you need to do
that works for you
and your and your life and then yeah
it's hard
ah kurt yeah my man my pleasure happy to
help all right
fatma brothers i really hope i'm
pronouncing that right but yeah my
pleasure happy to help glad you
um found it valuable
yeah and yeah good stuff some funny
stuff going on yeah um
all right so let's see ibrahim
yeah there you go good man so he's going
to help you out there divine
um but yeah i can't i can't help you
with paypal
logistical issues i'm afraid i'm sorry
that's between them
uh kurt what metrics matter when you do
campaigns like emails or social media
oh good question so here's the deal
there are a million different metrics
you can track i've got a textbook on
marketing metrics more than one i think
if you want to fall asleep fast
that is the textbook to read but here's
the deal roi
return on investment that is the single
most important one
by far how much are you spending how
much are you getting back that's really
the only metric and that's the one that
everyone ignores in fact
one of again i've got a number of pet
peeves in the marketing industry but
one of the biggest ones by far are the
marketing agencies or the
the consultants or the gurus or anyone
that's like build a big audience and get
likes and get comments and get shares
because as i like to say you can't feed
your kids with likes
at the end of the day you need dollars
now i'm not suggesting that we
prioritize profits over everything else
but you do need to make money that is
the point of a business and if you're
not making money
you don't have a business you have a
hobby so it's fun but let's not pretend
that we're doing something that we're
not so roi is the biggest one if you're
running ads it's called row as return on
ad spend
uh once that's done you're gonna have
different metrics for email and social
media
roi is the main big metric
and then the rest are what i call
diagnostic metrics because i use them to
diagnose potential problems so for email
open rates click-through rates response
rates engagement rates things like that
social media could be impressions but
that's like how many people saw it
it could be cpm cost to reach a thousand
people click-through rate cost per click
cost per um acquisition of a lead and so
on so it's going to be
different depending on the campaign that
you're working on
all right
okay my brothers what platform is best
for marketing web services creating
websites
taking care of them google facebook uh
does it
depend on the people that you're
targeting yeah so google is a search
based platform predominantly right like
it's a search engine so if you're gonna
do seo and organic rankings you're gonna
run google ads
you can market your services that way
but you better have a very compelling
offer to try to compete against all of
the other people
who are marketing for that including
some of the big players in the game the
massive website companies
i'm not sure we want to go into that
game facebook would probably work better
if you're very specific about your offer
and you have a niche
that you can craft a compelling offer
for to put in front of them
and get them to actually take action for
it so i would probably steer you in
there so it's like if you're doing
um you make websites for graphic
designers let's say
so you could be like hey are you a
graphic designer that needs a website in
this case you need these four main
elements of all
important graphic design websites to get
clients
but yes you're absolutely right it does
depend on the people
you're targeting all right there's a
question i'm qualified to answer ravi
what do i think about chatbot marketing
yeah i like it ish
um again there have been rules and
regulations and changes
and the the laws are relatively strict
around like how often you're able to
reach out
what constitutes a reply how much you
can keep responding to someone
if they ignore you and so on so
familiarize yourself with the laws
but if your market responds well to chat
bots yeah by all means i
i think they're they're fine they're
great i don't use a lot of them
um i use them as a supplement i call
them booster campaigns
so i'll run my main campaigns for 99
of my clients least is is almost always
like an email-based
strategy that runs the foundation that's
that's the foundation
then from there i'll add on these
booster campaigns and one of them could
be chat bots one of them could be sms
one of them could be direct mail um we
could even look at like other kinds of
offline media but but it's always
underpinned around that main thing
so yeah test it and see
no i don't pronounce it again right on
yeah you'll have to correct me on how to
uh i'll just call you i'll just call
your brothers we'll just go from there
that'll be easier
all right ibrahim thanks for answering
all these questions this lives literally
priceless to the communion super
invested into reading books top five
books you read related to marketing
business well first of all my
ibrahim my pleasure man and i'm glad
that you found it useful
and uh and that is that is my goal
that's that that means a lot so i
appreciate it and i'm glad you're
getting
good value from it top five books
related to marketing and business yeah
so
oh this is a hard one so what i'm going
to do um i'm actually probably going to
try and work on a video
on my or in a list of my top books i've
been saying this for a while
this is a harder task than i thought it
would be because my bookshelf behind me
just has a few token books on it but
i've got
stacks of books over there and many more
on audiobooks and some on my kindle and
i've got books everywhere so they're
they're incredibly incredibly important
now which ones are best let's
let's give you a few to point in the
right direction we'll start with some
like high level stuff and
we'll move on i'll give you some
specifics um an amazing book that i
absolutely love in regards to
business more so than marketing is 80 20
80 20 principle
uh that one's really good if you want a
specific version of it 80 20 sales and
marketing by perry marshall amazing book
i had perry on the podcast a couple
years ago
we had a really good chat actually you
might be able to find that on the on the
youtube channel as well if you look
perry marshall adam erhart you should
find us there um
those are really really good uh story
worthy
by matthew dix is a really good book on
telling stories that's probably my
favorite book on stories
i've got some other books actually
sitting beside me so i'm just going to
bring them up
now um this is a hidden gem not a lot of
people know about
scientific advertising by claude hopkins
this thing is really old
like 100 years old 80 years old it's
really old
i can look it up right now but it's old
but it's still very good if you can get
past all the old english
language of it and how they used to
speak back then amazing amazing book
um positioning another really good book
um
let me do a quick search what else do i
have behind me to
jog my memory
yeah those are good ones to start with
the ultimate sales letter uh by dan
kennedy
that's a good one if you've never
written ads or things like that the
copywriter's handbook by robert w bly
those are good
uh this is one of my prized possessions
which
you can buy it's called breakthrough
advertising uh this again is a really
old book i think it was written in the
60s it's by eugene schwartz who's one of
the
the godfathers of direct response
marketing and copywriting that book man
i've gone through it i couldn't even
tell you how many times i've read
through it it is one of the most
valuable books
i've ever bought i think you can still
buy it from brian kurtz
um through his titans of direct response
marketing website or what i think it's
about 150 bucks
for it so it's not like a 10 book you
just get on amazon
but it's good so so go through the other
ones first if you're really geeky about
it and you really want to dive deep
that's a good one uh
let's see
all right this is a good one we'll hit
it why a lot of marketing agencies focus
on likes fans etc
um how controversial do i want to be how
two reasons one of which is um they
don't know what they're
that they're oh this is i don't wanna i
don't wanna throw
too many stones but if they're focusing
on fans and likes and things like that
it's because they don't understand
marketing that's a big one they just
don't understand that that's just not
important or valuable and uh and they
think that that's what marketing is and
it's not
that's that's building vanity metrics
and making people feel good for a short
period of time and then their business
dies
so that's why i'm really really against
it and if anyone ever says like i'm
going to build you a likes campaign
i want you to run in the other direction
as fast as you possibly can
the second reason that they do it is
because it makes them look good to the
client
so a lot of marketing agencies just want
to make the client happy and they don't
prioritize the client's needs
over their own business um i learned
this a long time ago that you always
have to prioritize your clients needs
above yours
so for example if a client comes to me
and like adam i'll give you this
huge amount of money and i just want you
to run a likes campaign i'm going to say
no i mean like that is a very very
bad idea unless they can convince me
that there's some
crazy reason they need this it's a bad
idea so
that's it make clients happy or just
because they don't understand marketing
and it's sad but
that is our world ah
yes uh good job kurt yes look into the
metric videos
to low to low you just leave 100 yeah
metrics dude not
not exciting but that's where the money
is made right like when you know your
numbers
um that's the reason that i'm able to
create so many
six seven eight figure marketing
campaigns it's not that i'm
gifted at all i learned some stuff and
and i know some stuff from
from studying it a lot but like i don't
have any special talents or skills that
made me a marketer
i didn't always i wasn't always a
marketer i used to be a pilot and then i
sort of fell in love with marketing
about 10 years ago and just
dove in but i do know the math
and the the systems of setting up a
funnel and tracking your metrics and
knowing it
that's why we're able to build these
these really big and really profitable
campaigns it just
comes down to knowing your numbers and
knowing what to do at each stage of the
funnel
hi golu good to see ya glad you could
make it in
yeah kurt good question i hope i
answered that one there top five books
uh for for ibrahim's there
um danny what about viral marketing i've
read about it but still
not a clear path i can go to ah that's
because you
can't create virality there's another
myth
people like to think uh and they like to
sell you on
this myth that the secret is creating
viral content viral marketing that's all
you need to do is one viral campaign
but even the best people in the world
can't do it consistently because you
just never know
what's going to hit and that's the
reason that marketing is never a one and
done type of thing
it's always a series and a sequence and
a funnel and a progression and a journey
it's creating this piece of content and
that and and going through everything we
talked about at the beginning of the
video the model market message media
machine even the moment because you just
never know
what it's going to take to convince
someone or push them over the edge
so viral marketing can happen happen but
you can engineer it by including
important psychological triggers and and
all kinds of stuff that are that are
beyond the scope of this conversation
right now and cognitive biases to be
aware of with people
you can you can design stuff but you
never really know when it's going to
click
a good example if you go to my personal
uh page which is i think facebook.com
earhart.adam which is my personal one
not my business one
i actually post there a lot so you can
uh you can follow i think i'm maxed out
on friend request so i won't be able to
accept it but you can still follow and
we can we still have a chat there
um you'll find i think my most recent
post got something like
250 comments or something like that but
if you scroll back a few more you'll
find a post probably with
three comments or five or nine right
like
did i so i can't engineer perfect
virality with every single post
that i make arguably humbly humble brag
i'm pretty good at it and even i
can't crack it every single time because
there's too many factors involved
so again your secret here is uh is
repetition
and just keep going about it
um alan how can you get an investor you
are
going to need to prove a viable business
model ideally get some customers and
some proof and so on and so forth
it's not my favorite path so i won't
dive too much more in there
but um but yeah you basically need to
prove market viability for for what
you're doing yeah right now kurt it'll
be good
uh katie good to see ya looking forward
to our chat
and yes positioning is an amazing
amazing book in fact on the on the topic
of positioning
what ends up happening is they've done
different studies on
two different kinds of um of marketing
strategies one of which being
a positioning which is uh a
differentiation strategy
and the other being a a price-based
strategy let me see if i'm going to see
if i can open something up here i'm not
going to
make any promises that the technology is
going to work for us but i want to go
into positioning just a little bit here
and what ended up happening
unsurprisingly is the marketing strategy
that was based on differentiation
and finding a proper position in the
market that you can own destroyed
the price-based one because there's
always someone who's willing to be
cheaper than
you and if you're if your whole
marketing strategy is based around just
like cutting your prices
what ends up happening is you both just
keep cutting your prices until
um everybody goes out of business or you
end up being the second cheapest person
which is the literal worst possible
marketing strategy ever
all right here we go so let's talk about
positioning real quick
just because it's a valuable exercise to
have so this is a positioning map
and um we'll just put p for positioning
actually let's write out positioning
because
what ends up happening is positioning oh
there we go
writing is getting worse as our as we
progress uh
what positioning is is it's putting
yourself
in contrast or comparison to somebody
else in your field so for example
let's say that we have um quality
on the top and we have
price on the uh on the side access here
what ends up happening is you can start
to map out different competitors
based on where they sit and you'll be
able to find these gaps
we already did a d a b c d
e and a a lesson in spelling there we go
so you'll be able to find these
different gaps of where you want to sit
in relation to your competitors and to
other people in the market for example
you want to be high quality high priced
you want to be
lower quality lower price more
economical um if you were a car
a car company would you want to have
four doors versus two doors versus
luxury versus
sedans versus um whatever and you map
out this on a positioning map which will
allow you to start to claim and own
a part of the market uh typically you'll
find at least in regards to quality and
price it'll follow this axis
of like because the last thing you want
to be is like low quality high price
because then no one's going to buy or
high quality low price sounds good in
theory
but if you're really that high quality
you're not going to be able to stay in
business very long because
you're going to eat into your margins
ravi where do i live awesome
communication skills thank you very much
and i live uh most of the time on the
west coast of canada
canadian guy
and uh brian is incredible he's an
amazing guy assume we're talking about
brian
kurtz from um from the book there but
yes
yeah if if that is the one then yes 100
super super nice guy
like super nice guy yes
claude hopkins david oglebee my favorite
copywriters right on uh
dan kennedy i'm glad you wrote that
actually dan kennedy
um another really good one uh who who
else is there there's also
well we're on the topic of it uh gary
halper another amazing copywriter he's
got a book called the boron letters
actually wrote in prison um side side
note but uh another real really good
book
um and i've actually got ogilvy on
advertising behind me as well another
really good book so
yeah there's no shortage no shortage
all right and yes okay brian kurtz good
man
we'll have to tag them and show them how
much we love them here
uh what do i think about guerrilla
marketing mall for it yup
all good i think i've got a video on
guerrilla marketing as well 17 or 20
something odd guerrilla marketing tips
if that's what you're into
go check that out that'll go into more
detail then i could do
here uh katie what are some of the
biggest
mistakes businesses make in marketing oh
we oh man we have we don't have the time
to go into all of them
so many so many um off the top of my
head because there's there's a laundry
list
the the biggest one is um it's it's
truly selfish marketing it's
and it's not selfish from being arrogant
or conceited it's selfish by
by failing to understand that marketing
is never about the business ever
everywhere
it's always about the customer or the
client and their needs and their wants
and their problems
so most marketing comes off as either
overly pushy and salesy
or it comes off as um as like irrelevant
and not properly describing the problem
and people don't get it
so that's a big one the second one is um
is one of two different marketing
approaches
and i talked about this earlier actually
with email which is the all value all
content all the time approach
which basically trains people to never
buy from you so if all you're doing is
creating valuable content and you're
never making an offer
and you're never saying that look i have
services or consulting or courses
um and you should maybe buy them if
you're interested again you don't have
to be aggressive but mentioning it
if you don't do that when you inevitably
do they'll get offended and they'll
unsubscribe and they'll be mad at you
the other side of it is always pushing
and always being salesy and always being
aggressive
so that's another one there's another
issue of not respecting the customer
journey
and thinking that you can just come out
and propose marriage on the first date
and be like hi
come on in and buy everything i have
without properly establishing authority
and connection and relationship
um not following up enough uh ignoring
very profitable marketing channels um
and proven ones like email marketing in
favor of the sexy new stuff like
chat bots or ads or anything like that
like we stick with the basics they work
really really well
um i could go on there there's many but
that's a few
let's see um
ravi moment marketing yeah so we talked
about that briefly
through the um through the early part of
the video being the my kind of my bonus
step about it
um obviously have your model your market
your message your media your machine
and then your moment now i think what
you're talking about here with moment
marketing is yes using ongoing part of
me using events and that
unbelievably powerful i think this is
probably beyond the scope of this
conversation because there's there's a
lot more to it but
the way that i use moment and i talked
to evan about this earlier in this video
where the way that i structure my
campaigns is actually like seven
different campaigns
and all of that is engineered to be
specific events
so for example if you give someone the
option to
take action now or take action later
they're going to do later and later
typically means never
so you do need to engineer a real event
around your marketing with actual
legitimate ethical
authentic scarcity and urgency baked
into it very important otherwise
people don't tend to take action
um ancho and call oh i'm gonna i'm gonna
mess up that pronunciation too
and call we'll say subscribe to you
today wish i'd done that earlier i'm
glad you're here now
all good better late than never it's
good to have you here
let's see i think we got a couple more
and then i think my voice
is um i'm going to be running out of
water and my voice is going to be fried
so alexandra yeah these are good
my favorite marketing books this is
marketing by seth godin biology and
purple cow i have all of those
right beside me as well as a stack of
purple cow books below my desk that i
keep for
anyone that happens to be interesting in
biology behind me was one of the um
yeah changed the way that i thought
about different ways of doing marketing
this is marketing
phenomenal tool seth godin is one of my
i should have said that actually first
when we were talking about marketing
books
he's had the biggest impact on me and my
um way of marketing and permission-based
marketing and value
and communication and connection and
prioritizing the customer
above everyone else uh he he's one of
the main reasons that i got into
marketing as heavily as i did
i can't say enough good things about
seth godin phenomenal phenomenal
marketer person human by all of his
books they're they're really good
uh
[Music]
ah ro i don't speak
portuguese but i'm gonna assume that's
cool hopefully that's a nice thing to
say i don't know because i don't speak
it
but thanks for stopping by uh let's see
in the media attention connecting some
way to marketing
uh danny is the media attention
connected in some way to the marketing
i've read traction yeah traction's good
um so i'm not sure what you mean about
is the media attention connected in some
way to the marketing don't follow so
clarify that one for me
but traction is very good so yeah if you
haven't read the book traction as well
we're just going to give you all kinds
of books to read today you guys are
going to be busy for for weeks but
traction is another very good book so
i've
i was actually just listening to it
again uh yesterday many of my favorite
books i i really listen to frequently as
a way to sort of
embed the ideas deep into my brain
uh ibrahim good man okay good to see ya
we'll see you next time
uh majdy i hope i pronounced that right
too
as a youtuber what would be your advice
for new youtubers
marketing wise so couple things um one
of which is
oh there's so much uh the first of which
is to find a way to be consistent
so my youtube videos today are
significantly better than they were when
i first got started unsurprisingly
there's
hundreds and hundreds of videos in the
meantime so find a way
and and don't second-guess yourself too
much you will get better
um no matter where you start even if you
start amazing you're still gonna get
better
based on practice so find a way to be
consistent one video a week is a great
place to start
start there make it as good as you can
then move on to two or three
then probably cap it there for a few
months and see how you're doing
um i've got a number of videos on
youtube marketing on my channel
so go search adamerhart youtube and i
think you'll find a bunch there
once you're more experienced i do have a
very inexpensive entry-level product
called the perfect video script
i don't think it's available right now
uh but stay tuned because that'll walk
you through
essentially the framework and the script
and the strategy i use that
sort of gets the click gets people's
attention and gets them to keep watching
through the video but that should be it
all right
ro you're from brazil all good i still
don't speak portuguese though so
yes seth godin uh made me want to do
marketing yeah right on man
i feel ya i feel ya it's uh it's it's
very powerful stuff
and in fact even if you don't like
marketing i don't know why we'd be here
having this conversation but if even if
you know someone that doesn't have any
interest in marketing
uh get them the book linchpin by seth
godin it's about how to become
uh irreplaceable in your business market
industry company
life work etc phenomenal book like again
also heavily impacted the way that i
view marketing to try to make
myself as irreplaceable as possible to
clients to students to you um to become
a part of
your life and of your business journey
ravi branding is important as marketing
um
that's a loaded question i think
marketing is more important than
than branding branding comes as a
side benefit of marketing
so do marketing but be aware of branding
as well
kind of kind of a weird answer so
branding is
the thoughts the impression the feeling
someone gets about you branding is very
intangible it's not just your colors or
your logo or anything like that again
i got a video on branding or a few of
them so go check those out they'll give
you a better idea i might even have a
video on
is branding more important than
marketing but if not i definitely cover
it in those videos
but marketing first um and in fact if
you're just getting started
almost even sales before marketing
because you need to sell you need to get
clients and customers and feedback you
need to get market validation you need
to make money
um now of course they kind of all work
together but one of the biggest mistakes
in marketing there's another one katie a
biggest mistake in marketing
is um is prioritizing audience building
and
brand awareness um that's like that's
not going to do you any good
if you have this massive brand awareness
and everyone knows about you but they
don't know
how you can help them what your offers
are why they should care
oh man i made that mistake years ago i
built up an audience of
of non-buyers of people that weren't
likely to take action or do anything
with it and they just they like the
dopamine hit and everything was fine
um but then the business didn't grow so
yeah gotta be strategic
all right
niyati if the client wants more leads
what objective would
generation campaign or go with traffic
objective first so
for those of you um who are not familiar
with this terminology this
is uh facebook ad terms and basically
when you run a facebook ad you have a
couple different
objectives that you can choose from you
actually have a ton of different ones
you have
video views and conversion campaigns and
traffic campaigns and reach campaigns
and all this other stuff
uh the the very simple and very clear
and only answer for you is um
is running a conversion campaign to a
lead generation
tool so i wouldn't run a lead gen form
like a format through facebook ads i
don't really like those i would run
traffic with a conversion objective to a
lead
download like a free pdf uh whatever it
is whatever you're giving away
get them to opt in again a perfect
example of this if you go to
adamerhart.com that's my lead generator
that's what i give away for free
i've got a free cheat sheet with it i do
i just recently shot a video training on
it
that's my way of giving someone
something to get them into my world
that's relevant to them
so i can follow up with them via email
find out what they need and then guide
them in the right direction so
always go for the conversion first um
the only time i run traffic is for
retargeting ads because they've already
been optimized for conversions
katie oh i had it then i lost you
obsessed with marketing now that i
actually understand it's not another
word for sales 100
yeah you're totally right it's like to
me
my definition of marketing is marketing
is communicating value to the customer
period that's it that's what marketing
is it's not my job to create desire
in fact as eugene schwartz would say in
our trusty book breakthrough advertising
you can't actually create desire desire
is there
beforehand or it's not there you don't
create it you just tap into it and you
guide the person
and you help them and you serve them and
you give them what they need
by steering them in the right direction
for them which may be you
or it may not i have no problem telling
someone if they apply or
get something or they're interested in a
course or training i have no problem at
all telling them this is not right for
you
in fact for most brand new people i
recommend they don't buy a single thing
even some of my cheaper stuff
like 20 bucks or 30 bucks i was like
don't buy it maybe a book
maybe a newsletter but otherwise go to
amazon buy all the books that i just
talked about
you're going to get so much there to
find out if it's right for you build
your business
so yeah we've always got to be putting
ourselves in our in our client's shoes
communicating the value talking their
language most people think
marketing is synonymous with advertising
some people think synonymous with sales
yeah nothing could be further from the
truth marketing when you really look at
it is all about
communicating value
all right hey
peru bruno and a guitar too
is that a bass i can't tell bass or
guitar looks like a
forehead at the top but um
what would you say to a college student
on digital marketing i'm a sophomore and
your videos have helped me a lot
i'd say keep learning and and good for
you first of all i'm stoked that
my videos have helped you and thank you
for letting me know it means a lot and i
appreciate it
um here's the deal your education
is going to come from outside of school
when it comes to marketing
for example when i first went through
school way back in the day as a young
pup
i um i took aviation because i wanted to
be a pilot so i went through school
was a pilot for a while i went back to
school to study marketing because i
started to get super interested in it
and what i did is i studied on the side
while going to
school full-time and by far the vast
majority of what i learned and
what got me to where i am was the stuff
that i learned outside of school school
was good it was okay it taught me some
good stuff
especially actually first year where was
like accounting and business ethics and
economics and and like that the basic
stuff that's good stuff to have i'd
recommend pretty much everyone go to
like year one
college take those courses for business
uh year two three and four
i don't know how super useful it was it
was very useful if maybe if i went into
like straight corporate but even then
there's a lot of buzzwords and a lot of
stuff like that so the best thing you
can do and this is going to sound very
self-serving but like watch
all of my videos watch other marketers
videos get the books that i talked about
and read them um sign up to my email
list watch what i say
watch how i structure my promotions um
it's one thing to look at like what
people tell you to do it's another thing
entirely to look at what they're
actually doing
so yeah stick around keep me posted and
um
that'll do awesome ravi business versus
job that's a personal decision
yep up to you there's no right or wrong
answer honestly
um a lot of people get pushed into
starting businesses that shouldn't
they're they're hard and they're a lot
of work but if you love it
uh it's it's phenomenal and it has
definitely a higher
potential level that you can reach by
having your own business
so that's that's my recommendation if
it's right for you but if not
yeah no need augustine oh i'm zooming in
there look at your comments going all
over right on man hey my pleasure
thank you um thanks for stopping by and
thanks for all the kind kind words and
good comments
all right one sec
all right we'll keep going we got a few
more yeah
thanks for guiding but what if the
client have nothing to offer as a lead
magnet ah then you make one
yep simple make a lead magnet they're
not complicated um
think of like if the client's services
takes them from a
to z or a to z as we say in canada uh
the lead magnet should take them from a
to b
what's a quick win you could give them
what's a free report what's a case study
what's a download what's a cheat sheet
what's a blueprint
what's something you could offer them
that would be relevant and valuable
to what they're going after very simple
to do you can do it in google docs get
it designed on
upwork or fiverr or do it yourself for
like 50 bucks or 100 bucks and they'll
design a beautiful
pdf download that you can then use to
grow your business
it's um money well spent every business
needs a lead magnet
uh i thought that i don't have books for
reading
now i have books for a year i know i
know i'm sorry
there's there's so much good stuff um
start so my recommendation there
and for anyone listening is start with
what you find
most interesting and where you're most
curious so if you're like really
interested in copywriting look at the
copywriting books if you're interested
in old school direct response marketing
principles
look at scientific advertising or
breakthrough advertising if you're
interested in
advertising and ads look at stuff by
ogilvy ogilvy on advertising
if you're interested on productivity and
maximizing
your potential and your returns look at
80 20. um if you're looking at getting
more
and better results from your marketing
look at 80 20 sales and marketing it's
like there's
there's something for everyone but but
follow your curiosity and that'll guide
you in the right direction there's so
much
i never stop learning i read every day
every single day and i have for for a
decade now
on marketing alone and i still learn
every single day it's endlessly
fascinating
yeah not even a discount it depends i
don't like discounting
it's not my favorite you can see how it
works if if the market is used to it and
that's what they expect
discount works as a lead magnet like get
10 off your first order enter your email
here
but then keep in mind the kind of lead
magnet just like all of marketing this
is relevant so
the kind of marketing the kind of
initial offer you put in some in front
of someone
is going to attract that kind of person
so if you put discount offers
cheap offers inexpensive offers tons of
free stuff you're going to attract that
kind of person you're going to attract
the person
that's signed up for something free or
something cheap and they're not
necessarily going to want to pay full or
they're not going to be happy when you
have a full price offer so again
it's all about congruence
um sim if the goal is to mainly make
sales what would social media objective
be
so the goal is always to make sales
right like that that's always the goal
um that's always the end goal so the
main objective then
is what is the process what is the
sequence what is the journey
that i have to walk somebody through to
lead them logically where the sale
isn't just an option but it's the only
viable option is the only solution to
their problems
is this sale that's the bigger question
so
really the the the long answer here
is again like we talked about go back to
the beginning of the video go through
model market message media and machine
guide them through a journey and lead
them logically to where the sale
is the is the inevitable conclusion the
the climax of the story
the outcome that they want to get but
yeah the goal is always sales
okay final few minutes and then we will
rap ravi um what are your thoughts on
personal branding like elon musk is
manipulating marcus with their tweets
yeah so musk and his market stuff
well outside of my wheelhouse i won't
even touch that one my thoughts on
personal branding are that it's
phenomenal
um it's it's a it's a very valuable tool
but keep in mind
it it mirrors and it echoes my views on
branding in general
which is that it comes kind of as like a
byproduct of doing really good marketing
so what happens is when you do good
marketing when you have
a business model that you like when you
have a target market
that you like to serve when you have a
message that
resonates with people and you have
values that you strongly believe in like
for example
throughout this entire video you've
heard my values come up again
and again and again you know that i
believe that
um agencies that just uh try to sell
likes and building an audience for the
sake of it i believe that's unethical
at worst and just useless at best so you
know those values
you know that i prioritize relationship
and
connection and building trust and
building authority those are values that
i have
about marketing that form my personal
brand but all of this
comes as a byproduct of marketing of
creating content of
sharing stories of communicating value
of
trying to help of leading people to
logical conclusions
you'll notice especially we're like an
hour and a half into this thing
but you'll notice if you go back through
this video there wasn't a single point
where i was like hey
if you have this problem go to my
website and buy my thing
that never that didn't happen once and
yet what ended up happening is there was
a question that was asked
where i had a solution where one of the
answers was in fact something that i
sold or something inexpensive
but i was like look you don't need it
but if that's the problem that you have
you should probably go take a look at it
that's how you can sell
authentically and ethically and that's
that's how i choose to do marketing
that's how i make
make push suggest prompt my clients and
students to do it as well
is that we're there to help and to serve
and to provide value
now if you believe in what you do well
your programs your services your offers
your courses your products whatever it
is you sell
is a logical conclusion to the
customer's problem so you shouldn't be
shy
about offering them help after all if
you've got a client or a customer
or someone with a problem and they're
suffering and they need help
it's kind of unfair to just let them
suffer because you don't want to be
salesy and you don't want to offer them
help that's just that's not fair either
so you've got to find that balance
you've got to walk that line in between
all right everyone
with that said let's wrap it up thank
you so much for
coming by and for stopping by the live
thank you for the amazing comments and
the amazing
interaction i appreciate it i'm glad
that you found it useful those of you
that did
feel free to carry on i think we'll be
able to have some comments below this
one as these main ones
will disappear from the feed once it
gets published and of course make sure
to carry on the conversation leave me a
comment below
um if you haven't yet head over to
adamerhart.com
cheat sheet and you'll be able to
download that one page marketing cheat
sheet like i talked about as well as get
on the email list
to hear the stories to see the methods
to go through the funnels
and to actually see what i'm doing in my
own business so you'll be able to see
this isn't just what i suggest
it's actually what i do myself all right
everyone thank you so much
i'll talk to you soon