What Trump Taught Us All About Marketing (Even If You Hate Him)

I love marketing because it’s like having super powers. It’s the closest thing to mind control us muggles will ever experience, and it’s up to us to decide to use those powers for good or evil.

Regardless of our opinions of how evil, good, or excusable Trump’s incentives and actions have been, not a single one of us can deny that he’s pretty damn good at tapping into the minds of people and getting them to behave in his favor.

He executed a well laid plan with excellence, and any marketer who doesn’t observe and learn from it is doing themselves a disservice.

I’m not alone in saying I sure as hell wouldn’t work with him, but we can all learn from him.

Choose The Target Audience That Will Show Up For Game Day

The Number One key element between running as a republican or democrat: republicans historically have a higher voting turn out. So I don’t care who you are, when you run left you’re automatically setting yourself up to have to work harder than your opponent to get people off of Facebook and to the polls.

Frankly, judging by the past three primary elections this point is especially valid if you are a white male, which is only the tip of the iceberg he offered up on the podiums throughout his campaign. 

Which brings me to my next point: people don’t buy products, they buy solutions. He knew that his target audience (republicans) would buy the solutions he’s selling.

Lesson: Choose the target audience that is more likely to actually show up and buy into what you’re selling on game day.

Polarity is Crucial to Visibility

As a president I hope Trump becomes much more well rounded, but as a marketer this worked for him and every massively successful business on the market.

He didn’t gain popularity as a candidate because he sought to make everyone happy.

He gained popularity as a candidate in doing the exact opposite: he actively sought to make those who stand in opposition of his target audience unhappy and proudly announced his lack of fucks when met with said resentment.

He tapped into everything his audience was feeling victimized by, named his opposition the antagonist, and ran with that point of view as hard, loud, and proudly as he could, sparking controversy across not only the nation but the entire world.

And he did so with such bravado that people couldn’t help but talk about it.

It worked. He dominated headlines. He dominated social media. He dominated conversations throughout his entire campaign. He even helped control the conversations by planting ammunition in every interview and speech he gave. No matter how those conversations turned out, one fact remained: everyone has something to say about Donald Trump.

He broke the theory and proved, more than anyone ever has, that “there’s no such thing as bad publicity”.

Where you tap into polar opposite viewpoints you create discussion and debate. Debate begets controversy, and controversy creates an audience that is bound to grow and take seats on one side of the aisle or another.

He could surely have been much more civil about accomplishing this, but make no mistake that in the classical sense this is how word of mouth marketing is born. 

Don’t Just Appeal to Them. Vindicate Them.

After gaining popularity you have to create more and deeper loyalty in your target audience. This is what many marketers refer to as your “1,000 true fans”.

Trump relentlessly sought to gain as many “true fans” as he possibly could in the time frame he was given.

Because Trump understands that there’s a difference between those who say “I like that sweater” and those who say “I’m buying that sweater”.

He took a group of people who had concerns and issues he understood thoroughly. He vindicated those concerns by going to bat for them, he offered himself up as the solution, and he took the first step in crusading for them before they even knew he was an option for pain relief.

They crusaded for him in return.

Don’t just appeal to your prospects’ pain points. Be their ride or die. Promise to relieve that pain, and fight for it. The harder you fight for them, the harder they fight for you.

Summary

Be wildly focused in choosing the right target audience. This is the foundation of your success. You make the wrong move here and you’re effectively setting yourself up for failure before you even start.

Inspire people to converse and debate by creating polarity. While you’re making some love you, you should also be actively turning others off so there’s something about your brand that people can’t help but talk about.

Vindicate the concerns of your audience. Understand them so thoroughly that you can tell them you know exactly how they feel, how deep their pain is, and offer yourself up as their champion with conviction and purpose. Crusade for them, and they will crusade for you.

 

 

 

 

 

 

Why So Many People Buy Into Religion, Relationships, and Family

Have you ever wondered about that? Why society takes to these concepts, many of which seem so inorganic and out of place in humanity if you really think about it.

Little about science agrees with religion.

Little about our natural behavior patterns as a species abides with the notion of one life parter.

And I don’t know about you, but I celebrate and share more with my friends than I do my cousins, aunts and uncles.

The answer: people buy into religion, relationships, family, and anything that’s being sold because it relieves pain.

Some of the biggest industries to learn marketing from you probably didn’t even realize were industries, but Churches make money, Wedding Planners make money, and Family Counselors make money (as do hotels during reunion time). And none of these are “trends” or “fads”. They’ve been here, and they’re staying. You should learn from them.

People invest in religion because it offers a result that relieves a profound pain. The fear that everything just goes dark in the end. Feeling like you could spend your entire life making something of yourself on earth for it to be worthless after death.

Whether it’s reincarnation or Heaven, religion tells you there’s more to your existence than this life you’re living now.

People invest in relationships because they offer a result that relieves a profound pain-loneliness. You look around at all your friends in relationships. You see the cure to loneliness they’re getting and gear up to pay the same price they pay without even considering an alternative.

Tack on the long term goals–the human aversion to growing and dying alone–and here lies the ever common longing for marriage.

People invest in family because it offers a result that relieves a profound pain. Your family is the group of people that’s supposed to accept you and love you no matter what. Even the best friends turn out to have love for you that’s flaky and conditional. But you make it home for Thanksgiving and the same cousin is there that gives you shit and threatens to fight anyone else who gives you shit.

There’s something safe in that, something warm that feels like home. Family is a code a group of people abide by that helps you feel like you always have someone, even when you have no one.

You don’t sell a product or service because it’s cool, because it’s pretty or based on what the benefits are. You sell a product based on what pain it relieves. You disrupt a market because you’ve helped a massive amount of people with a similar pain point, not because you thought of the coolest idea.

How are you relieving pain?

 

The Market Didn’t Kill Your Business. You Did.

Every business flop is a result of a lack of resilience.

 

Your business didn’t fail because of a crap product, or bad service.

 

I think that’s what a lot of people have a hard time understanding. What their business is founded in:

 

Your business isn’t your product or your service. Your business is the result you bring to people’s lives.

 

Which means your business doesn’t die unless you stop engineering results for your market.

 

So you dreamt up this big idea for a product that you didn’t validate. You create a business based on this invalidated product, you take it to market and it doesn’t sell.

 

And to you, that means your business is dead. It’s actually those words coming to fruition in you that kills your business.

 

Wake up.

 

Your business didn’t spontaneously combust in opposition with your best effort.

 

Your business is too young to not bend to your whining and giving up.

 

There’s a difference.

 

You still have room to learn a lesson and execute the original intended result for those same people who told you no before.

 

How?

 

You go back and test other products that deliver the same result, validate it. Model your success from what’s already succeeding in your market. You launch again, and you sell.
 
If you lacked resilience in your execution the market didn’t kill your business.

 

You killed your business.

 

6 Pro Tips for Seeing Profit During Your ClickFunnels Trial

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If you’re anyone who’s anyone you’ve likely heard some great things about ClickFunnels by now but aren’t really sure how to get started.

Dipping your toes into that 14 day trial to get a taste of automated income is pretty tempting, but honestly most people make the huge mistake of jumping in too early, ill prepared, and end up paying for the full service before they see the results.

I’d like to change that.

It’s best to go into the 14 day trial fully prepared to hit the ground running with your first funnel so you can start making profit (or at least break even so you can make profit after) before the trial is over.

Here are some pro tips to getting started on the right foot so the day you sign up for the trial will be the day you launch your first funnel–getting you started on a great foot.

Pro Tip #1: Map Out Your Funnel Before Signing Up

You don’t have to be inside the software to know what you want your funnel to look like and how you want it to function.

In fact: ClickFunnels will give you 6 free pre-made, highly effective funnels during the trial so you don’t have to start from scratch.

Take a look:

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These are just the landing pages that your leads will land on to opt into whatever you’re selling. ClickFunnels also incorporates the email sequences that come thereafter. They recommend seven–or seven points of contact before people are happy to purchase–but you can use as many as you want.

Figure out what lead generation you want to use (my preference is Facebook Ads), what pre-made funnel you want to use, and how many emails you want to have. Map out what benefits and value you want to offer in each.

You should have an excellent idea of what your funnel’s going to look like before signing up for the trial. If you sign up for the trial and then start mapping, you’re wasting valuable trial time that could be used for launching and automating some income.

 

Pro Tip #2: Create ALL of Your Content And Have it Ready to Plug-In

This is due to the same lesson as you learned in pro tip number one–you don’t want to waste precious trial time backtracking, like so many new subscribers do.

Now that you’ve mapped out your funnel it will be easy enough to just start executing some content. Set aside a couple of hours every morning until everything you’re going to plug into ClickFunnels is already created.

 

Pro Tip #3: Have Your Lead Generation Method Ready For Launch on Day 1

This also generally means prepping it early.

There are plenty of lead generation methods people use, but I’m going to talk about Facebook Ads because they’re the most trustworthy, equitable, and effective in my experience.

Design your Facebook Ad, from headline to copy to image. Plug it into the power editor, target your audience, and set your ad spend and dates, before you start the trial.

It’s like saving a blog entry for publishing. Once you get into ClickFunnels and plug all of your content in, you don’t want to then have to go create an entire ad campaign in addition to that, or order Solo Ads, or whatever the case may be.

This is all about getting the foundation set up before you start the trial so you don’t waste trial time, but the following tip takes it to the next level.

Pro Tip #4: Set Up Your Affiliate Funnel on Day 2

Once you sign up for ClickFunnels you are automatically given an affiliate account so you can make commission from promoting ClickFunnels.

(Yes, I am an affiliate and my affiliate links are being used in this pos so that we all benefit financially–together)

The cool thing is that ClickFunnels already has some pre-made, starter content templates (in addition to those remade funnels up there that you can easily get a little creative with), so making a standard affiliate funnel that will at least net you what you’ll be spending on the service is easy as pie. 

So, while you’re waiting for the results to roll in from your first full day of your main funnel you would be leaving money on the table by not taking advantage of 40% recurring commissions you’d get with the affiliate funnel (not to mention they’re currently offering a free car to anyone who signs up 100 people).

Keep in mind that once you set up the affiliate funnel it runs on autopilot too. The income is automated, so it’s simply DUMB not to at least set it up for the trial.

Pro Tip #5: Get Your Own Affiliates to Promote Your Product or Service Right Away

You can set up all kinds of different operations with ClickFunnels, but one of the no-brainers to get started with is to set up an affiliate program to get someone else to sign up to.

Think of it this way: you probably know someone who is a low level influencer and can hook you up with a few buyers. Why not ask them to help you out?

For instance: If you’re running a home remodeling service you probably know a busy Realtor who wouldn’t mind passing along his affiliate links to his clients. If you have that kind of help it just helps you break even and make profit even faster.

Post on your Facebook Page and ask if anyone is interested in making commissions by posting an affiliate link for your funnel. You’ll be surprised what happens.

Pro Tip #6: Use These Guides to Educate Yourself on How to Persuade Your Leads Every Step Of The Way

Beginner’s Guide to Running Facebook Ads That Convert by Neil Patel

Your All In One Guide to a Successful Webinar Funnel by Stephen Esketszis

4 Landing Page Hacks That Create a Flood of Conversions by Neil Patel

DotCom Secrets by Russell Brunson (FREE BOOK–order it now and it’ll be at your doorstep before you sign up for the trial, so you can go back and tweak your funnel after skimming through it or during testing)

 

Click Here to Sign Up For Your ClickFunnels Trial Now

 

 

 

 

 

 

Your Idea of Marketing is All Wrong

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Your idea of marketing is all wrong. You’re listening to what the experts say and they say you need email marketing, you need a YouTube channel, you need a blog, you need social media, you need SEO, you need all of these things and more.

They’re all lying to you.

The truth: there are only 4 things you need when marketing any brand or product.

  • to discover your audience (who are they? what do they want? where are they located?)
  • to make your audience aware of your brand
  • to engage them so they fall in love with your brand
  • to make an offer

That’s it. Those are your only needs in successfully marketing a product or brand. Everything else is a method or tool in helping you accomplish one of those things you need to accomplish. They’re all beneficial, and they all work for the right people, but most importantly for you to understand is they’re all optional, and they’re not all a good fit for you.

So you don’t have to choose them all. You just have to figure out which one(s) work for you.

How do You Choose?

Play to your strengths.

My greatest strengths are content and strategy, and too many of my clients seek me out openly admitting they aren’t good at writing, but they say they NEED to start a blog or build an email list.

Listen Linda.

You don’t go on a date in an outfit you look bad in. Why are you trying to court a client in a suit you know looks ugly on you?

You don’t need that suit. If you want to learn how to wear the suit I’ll help you, and I’ll take your money doing it, but I’d hate to think that you were under the impression that it’s the only suit available to you.

If you’re bad at writing, be bad at writing. Figure out what you’re good at and use that instead.

If that means you’re not going to build an email list, fine! What are you better at? Talking? Build a Podcast Subscribers list.

Are you great at putting on a show? Build a YouTube subscribers list.

Are you better at just connecting with people in face to face atmospheres and you suck at all of this technology bs? Great, get out there on foot and start meeting people who would buy your stuff and get their numbers like my buddy who went from 0 – 6 figures within a year and still fails to update his website gallery.

Don’t get me wrong, it’s great to experiment and build your skill set. Just understand the difference between trying something out and feeling like you NEED to wear this outfit that doesn’t suit you.

Ultimately, remember the things that you need to do and the things that are just tools and methods to help you do them.