The following topics will be discussed every month:
Week 1: Power
Week 2: Production
Week 3: Profit
Week 4: Protection
We’ve dipped into the archives for this week’s episode of Warrior Wealth where you get access to a closed-door training from the Warrior Wealth Summit that focuses on the all important but oft times neglected topic of Marketing.
In This Week’s Episode….PRODUCTION
Golden Nugget #1: Diamonds in Your Own Backyard
- Back in the day when I was running live mortgage events with 500 people in attendance, my team would gather their information, we would highlight the ones we could do mortgages with, and then we’d toss the rest. What I was essentially saying was go ahead and shred the resource for two years that would have sustained our fucking business.
- You are really excited about doing a Facebook ad campaign, and let’s say you have 700 clients from the past 3 1/2 years. What are you doing with them? “But we’re really excited about a fb ad campaign.” Shut the fuck up. What are you doing with the 700 clients right now? Are you even talking to them?
What does your internal marketing system look like?
Golden Nugget #2: Direct Response Marketing
- Direct Response Marketing is marketing that commands or demands a response. It’s a Call to Action. We don’t send anything to our clients or put any type of promotional material or information out that has not first been thought out as to the response that we are requiring or expecting from the piece that we are sending.
- Direct Response is an attitude of: I do not put out a message without a ‘something to do’ at the end. A ‘something to do’ is an attitude that changes the way you think, but it’s not always “buy my shit.” There is no message sent without a clear call Call to Action: Click This, Do This, Think This, Try This, Go Here, Consider This.
How can you use this Call to Action inside of your marriage?
Golden Nugget #3: Frame It
- When communicating your message, regardless of the modality that you use, the art and the science of it are the same – frame it. Here’s what that looks like: 1 Position the problem, 2 Paint the Possibility, 3 Insert the Path – I can get us from here to here, 4 Pitch – you’ve got to have the balls to be a leader who is ok with telling people to do shit.
- If you’ve done this correctly, people won’t feel manipulated when you tell them what to do to get access to what they want, that you’ve helped them clearly see what they want by positioning the problem, paining the possibility, inserting the path. If you don’t have the balls to tell people to do shit, they’re not going to do it, and then you’ll be frustrated because you still won’t have the result you were looking for.
Have you mastered the art of the Frame?
Golden Nugget #4: The Marketing Dirty Work
- Everyone talks about wanting to do ads. If you don’t have clarity of what the fuck you’re trying to say, it doesn’t matter how much money you dump into advertising because nobody’s going to listen to you or give a shit with what you have to say.
- Once I know that a certain path is the one I’m supposed to take, I fucking burn anything else as an option. Marketing has been no different for me. I hired four marketing coaches all at the same time. At the end of the day, they knew that the best way they could help me was to open up space for me by asking the right questions. Why are we so successful? Because I had clear answers to these questions.
Are you clear about the message you are sending?
Golden Nugget #5: What Is Your Number?
- I had been in business for so many years and had never once considered that I could actually go buy a ticket to buy my ideal client; that if I could figure out the messaging and put the dollars with it, that I could actually go reach out into the marketplace and I could buy a client and bring him home. And then when I wanted some more, I could do it all over again.
- Knowing what a client is worth to you and knowing how much you’d be willing to pay to get that client, gives you courage as a businessman because you’re no longer sitting in a game hoping that people will show up.
What are you willing to pay for your ideal client?
Quote of the Week:
“You are a hunter in the game of marketing. If you are willing to hunt, if you’re willing to figure it out – game over.”
–Garrett J White