If this resonates with you, our Modern Marketing System (MMS) is our flagship training that teaches what this Manifesto lays out. And if you’re not already on our email list, you can add yourself here.
Hey, it’s André and Shawn…
In the previous episode, we wrote:
…success requires three non-negotiable skills and one meta-skill that ties them all together.
Notice we said skills.
That’s very important because skills have two characteristics that make all the difference.
First, skills are learnable. We learned them and you can too.
Second, skills improve with practice.
Today we’re going to explore those skills in detail and set you up for success in 2022 and beyond.
Because, from the outside, modern marketing looks infinitely complex.
Every day it seems like there’s something new to learn or you’ll be left behind and rendered irrelevant by tomorrow.
And, to make matters worse, the giant tech gatekeepers like Google, Facebook, and Apple keep rewriting the rules to suit their needs while the rest of us pick up the pieces.
Just when you feel like you understand something, everything changes…again.
But underneath that complexity is elegant simplicity. You just have to know how to find it and trust yourself it’s there to be found. (It is!)
Today we’re going to show you how.
Let’s get started…
When you remove all of the distractions, you quickly realize that marketing requires three critically essential skills:
- Getting attention. (Awareness)
- Sustaining attention. (Engagement)
- Monetizing attention. (Conversion)
Broadly speaking, awareness is how your audience knows you, your business, or a specific offer you have created (or are promoting) exists.
Organic, paid, referral, affiliate, content, display, email, and social traffic create awareness.
(Pro tip: If you want to make yourself crazy as quickly as possible, and guarantee that you never get an idea off the ground, try to implement awareness strategies for all of those options above at the same time. That’s a recipe for disaster we’ve seen play out more times than we can count.)
Engagement happens anytime someone in your audience takes a step closer to you and interacts with you in a meaningful way.
For example: by clicking on an ad, opting in to receive your emails, expressing interest in an offer, attending a webinar, etc.
Engagement isn’t a one-time event.
Instead, attention and trust are earned over time.
Think of engagement as a dance between you and your audience. You’re moving toward them by sharing value that’s interesting, entertaining, insightful, and meaningfully helpful.
They’re moving toward you by paying attention, signaling interest, giving feedback, etc. (Including consuming — and putting into action — knowledge and wisdom from your paid courses.)
The P.S. in episode one is a perfect example of engagement. We posed an interesting question and many of you responded thoughtfully, genuinely interested in having the dance with us over email (which continues in today’s P.S.).
Those replies informed what followed (which contributed to the relevance and value we create for you).
That’s engagement in action.
The third skill — conversion — happens when someone buys something.
We’ve said it many times — and we’ll repeat it here — unless you’re selling something, you don’t have a business, you have an expensive hobby.
Selling makes many people (including us at times) uncomfortable.
But, when you do it right (which we’re going to explain in the following episode), enthusiastic paying customers are an inevitable next step for the segment of your audience that’s ready to buy and enroll in a deeper journey with you.
And now, with the sound of drum beats thumping in the background…
Let’s move on to the fourth ‘meta-skill.’ This one unlocks and amplifies the power of the other three.
Before we do that, however, we need to be transparent about something.
With the best of intentions, we got this wrong in the past. (This is the mistake we mentioned in episode one.)
For a long time, we believed that we could teach how we create, sustain, and monetize attention as separate courses.
And, based on results and feedback from customers, we felt good about that approach.
But, we always hoped that our customers would integrate all of our courses into their businesses because we knew that they worked infinitely better together.
Which brings us to the fourth meta-skill…
(Those drums should still be thumping in the background; come on, work with us here, people…)
Getting, sustaining, and monetizing attention all need to “row the boat” in the same direction.
They can’t be optimized effectively individually because each is part of a larger system.
The parts need to connect and interact like puzzle pieces that fit together perfectly.
This is why most business systems fail.
Each part is at odds with the others, all individually competing to be optimized for better results.
Let’s look at some examples.
Example #1: curiosity-driven clickbait ads get low-quality attention that’s difficult to sustain and nearly impossible to monetize (without a blunt force trauma approach).
The result is decimal place conversion rates which require tremendous amounts of traffic to keep the party going.
The moment the traffic stops the band stops playing, champagne corks stop popping, and the party is over.
Awareness metrics look great (curiosity drives a lot of traffic), but the business, as a whole, can’t thrive.
Or, example #2: over-the-top lead magnets that build big email lists on the back of juicy promises and hyped-up gifts that rarely translate into customers.
Time, energy, and (lots of) dollars are front-loaded into lead generation only to discover later when it’s too late that those leads don’t convert.
Engagement metrics are impressive (“wow, our cost per lead is SO low…”) but, again, the business limps along from campaign to campaign, waiting for that winning lottery ticket before the bank account drys up for good.
Finally, example #3: ‘straight-to-the-sale’ funnels that generate ‘customers-for-free’ (meaning the cost to acquire a customer is less or equal to the average order value).
The story that’s told is that customers are far more likely to buy more from you, so lower the bar until it scrapes on the ground to get a customer (looking at you “free plus shipping” book offer).
Then cross your fingers and hope that a person who spent $9.95 on a book will buy your $1,995 course 30 days later.
Sure…that makes sense…
In example #3, conversion metrics are excellent. Customers for free = time to scale, bro!
But, spending $100,000 for traffic to make $100,000 in front-end sales with a list of customers who won’t buy your more expensive offer is not a business we want.
(Would you buy that business for $100,000?)
The problem with all of these examples is the mismatch between the parts of the system.
Each part is working against the others instead of working together (and the whole business system suffers).
The solution is to build systems where every part works together and harmoniously to produce a happy customer factory.
Every touchpoint is in service to that larger single systemic goal.
Tomorrow we’ll show you how we do that. It’s easier than you think (and a LOT of fun).
On Friday, we’ll open the first enrollment ever for the Modern Marketing System, which combines the:
… and a few other surprises we haven’t announced yet) into one, systematic, profit-maximizing course where you have access to everything you need to build and grow your business.
Based on your feedback, it seems like we’re on the right track with our previous summary of why get-rich-quick is such a powerfully attractive idea.
Let’s start by improving our definition (with some help from Jason C.).
This was our summary:
“An optimal ‘get-rich-quick’ solution will make enough money that we have control over our lives and opportunities to help others with less time, less effort, and a low barrier to entry.”
And Jason’s reply:
Almost perfectly describes the fantasy I’ve wasted hours daydreaming about in my life, however there is one aspect i think it misses.
Less time constraints — as in not only less time but also the flexibility of when or where the work can be completed.
That’s an important distinction.
None of us want to be chained to our desks (or stuck in an office) 16+ hours a day, seven days a week, getting rich while the world (and everything it has to offer) pass us by.
The whole point of creating and accumulating wealth is to enjoy it.
Which, now that we think about it, points to something else we should add to our summary — enjoying the work we do.
That reminds us of a favorite quote.
“The master in the art of living makes little distinction between his work and his play, his labor and his leisure, his mind and his body, his information and his recreation, his love and his religion. He hardly knows which is which. He simply pursues his vision of excellence at whatever he does, leaving others to decide whether he is working or playing. To him he’s always doing both. ” — James A. Michener
Now we have all of the ingredients.
Tomorrow we’ll bring all of those ingredients to their logical, rational, inevitable conclusion and answer the question, once and for all, if get-rich-quick (GRQ) is real or not.
We’ve been throwing stones at GRQ for years. But, with your help, we’re starting to see the appeal.