“You’ve totally shifted my perspective on marketing business and life itself.”
—Ed Robinson
“I feel like I’ve finally found someone who teach marketing the way I want to do marketing myself. So excited to learn and implement.”
—Mui Tsun
“As usual, these emails are a piece of art!”
—Giacomo Verdez
“… I wanted to thank the 2 of you for liberating me from the marketing prison I had so carefully built over the past 5 years. I truly feel free for the first time in a long time to walk the path I’ve always wanted without fear of missing out.”
—Anita Toth
Emergent Marketing is the foundation of everything we do.
We’re going to take you on a journey through a new marketing paradigm to help you stand out and matter to an audience in a world of distractions and sameness.
You’re either going to resonate deeply with our version of marketing, or you’ll want to run in the opposite direction as fast as possible.
There’s a big payoff for you if you choose to stay. You’ll never see marketing the same way again (and your results will change accordingly).
To orient you, this first email is going to systematically unpack what we call Emergent Marketing.
Emergent Marketing is a principles-based framework that will give you a new lens to see the role of marketing in your business and life.
Marketing that is so good, it invisibly pulls and tugs at the people you seek to serve without the need for persuasion tricks and coercion tactics.
Marketing with your audience, not at them.
Marketing you, and your audience, will love.
Imagine that.
We understand that may sound crazy. However, between the two of us we have more than four decades of experience in digital marketing. Everything we’ll share with you is based firmly in hard-earned, time-tested, in the trenches reality from working with hundreds of clients and thousands of customers.
And it’s all accessible to you the moment you embrace it.
Marketing In The Ordinary World
Marketing today is largely unchanged from years past.
The tactics and tech have changed, but the strategies and mindset haven’t.
It’s the same ‘push’ marketing tactics beneath a new technically savvy, automated veneer.
We’ve all experienced push marketing. It’s objection-crushing, persuasive sales copy with the added high-octane racing fuel of urgency.
Buy, buy, buy, now, now, now…
Does push marketing work?
Absolutely.
Because it masterfully taps into the coronary artery of human fear, insecurity, hope and desire. But it’s getting harder to create results from marketing at people instead of with them, especially online.
Prospects are increasingly sophisticated, and they’ve been burned too many times by shady businesses, over-hyped launches, and underwhelming products.
There is a better way. And this better way is available to you the moment you decide to embrace it.
All it takes is a decision.
Marketing In The New World
Instead of pushing prospects through a sales funnel, persuading and coercing them along each step of the way …
… we can ‘pull’ prospects forward with the power of belief-shifting insights and compelling, empathy-driven stories.
The fundamental difference between push vs. pull marketing is the perspective we take when designing our marketing system.
When marketers in the ordinary world push a prospect, they’re engineering a system to move prospects forward step by step, in the order that they care about.
- Click this ad (laced with clickbait-y curiosity) …
- Buy this low-cost offer (now, before we raise the price) …
- Buy the first upsell, buy the second upsell (or never see this one-time-offer ever again) …
- And in a week, buy the core offer (before we pull it from the market).
- Then, after 30 days, prepare for the onslaught of affiliate offers. The inevitable reality of the behind the scenes ‘you scratch my back and I’ll scratch yours’ dealmaking.
Let’s look at an alternative reality …
When we look at our marketing system from the perspective of what our prospect wants …
And through that lens, we make our marketing meaningful and valuable — to him or her — before asking for anything in return …
When we do that, something magical happens.
Our audiences feel an invisible pull towards experiencing more — they want to go deeper down the rabbit hole we’ve created for them.
The question we start with is: how can we make our marketing so valuable to our audience that they can’t help but be pulled forward and want to experience more?
Pay attention to this next piece, because it’s an important insight we’re giving you right out the gate …
Giving value is not the same thing as giving “helpful information.”
Helpful information is a commodity. It’s never more than one click away.
Rather than share information, we engineer insights — value that’s truly meaningful because it combines experience and expertise in ways that are unique, interesting, and engaging.
Useful information is a paper airplane. A powerful insight is a rocket ship!
Useful information is a lightning bug. A powerful insight is lightning!
This series will present you with insights to find, and when you do, everything you see will be different.
Everything.
Re-read this series a few times. Each time you do you’ll likely find a new insight hiding in the shadows that you previously missed because you weren’t ready to find it.
Enjoy!
We believe in marketing that leads with generosity and empathy before a transaction ever takes place.
We win because you win first. (You’ll understand why this idea is so powerful when you read the third email in this series.)
The next step is up to you to take.
If you want to come on this week-long journey into what we call Emergent Marketing, click the red button below, then enter your best email address.
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See you in your inbox.
— Shawn Twing
