One of the fundamentals of marketing is that you don’t try to sell your product or service the exact same way to everybody. Tailoring your marketing for the ones who might need it most presents you with an opportunity to grow in that specific sector. Host, Ken Courtright, takes you through the process of putting your marketing out on a trial basis for cheap. There are so many ways to go about this process, but Ken gets down to the most time-efficient and effective way to do this. Learn what you can do to make your marketing stronger today!
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$50 Marketing Trial
Do you present in person the same presentation for your product or your service to a 75-year-old male the same exact way you would present that product or service to a 22-year-old female? I would certainly hope not. The fundamental of marketing is the method in which a product or service is sold, the benefit, to an individual’s need. A 75-year-old male’s need for any product or service might be a little different than a 22-year-old’s need, especially if it’s a female. I’m a growth consultant. In the past, our company has consulted for McDonald’s, a national company, but also a one-person shoe repair company in Joliet, Illinois. I didn’t go into the one-person shoe company in 1994 and offer them a marketing plan for national radio. The benefits would still grow them at some point in some micro-level. The reality is I’m going to tailor my message, product and service to that person or that company’s need.
Everybody reading this understands that you’ve got to do that. Nobody’s going to say the exact same presentation to a completely different audience member. We’re going to take this to the title of this podcast, which is $50 Marketing Trial. I got down doing some consulting with another marketing consultant. I was talking to this person and I said, “Who is your audience?” She explained and I said, “What is the age group?” She explained and I said, “What are five different ways that you can layout the greatest benefit of your marketing?” She goes, “I don’t understand.” I said, “Would you state it? As a matter of fact, let’s do an exercise. Do you have $50?” She’s like, “Sure.” I said, “I want you to go to YouTube and watch the top four videos on how to create Facebook ads. They’re all 5 to 20 minutes each. I want you to learn how to quickly create a Facebook ad.” I explained why and I said, “Here’s the key. What is your biggest marketing benefit?” She goes, “I can grow any company of any size if they give me a chance.” I said, “Are you going to state that to a 75-year-old male the same way as a 22-year-old female?” She goes, “Of course not.” I said, “Give me an example.” She gave me some examples.
Here’s what we came up with. This is a real-world case study of something we did in 2016. We created five different AdBlock. The title of the first AdBlock was, “Want to Hear the Greatest Growth Hack?” A growth hack is a Millennial term. It’s a young person term. It’s one of the hottest terms trending in Google. We’re going to put that ad in front of younger people on Facebook. It has a picture of a young man holding his chin contemplating. The second ad we created was, “Why Has Her Business Exploded?” It’s got a girl sitting in front of a laptop visibly excited looking at results on a laptop. Needless to say, there’s a female in the picture that’s going to get put in front of females that are slightly younger. The third one, “Not Sure About Your Next Step in Business?” There’s a female holding her head like holding a migraine. She’s pressing her hands against her temples. She’s uncertain and we know in business when you’re uncertain, you do nothing. Finally, “Is Your Business Ready to Launch?” It’s a picture of a man standing next to a rocket ship. It’s tailored to males. The last one, “Top Five Business Growth Tips.” There’s a picture of somebody’s hand with this finger pointing out touching the middle of five stars like a five-star review.When you are uncertain in business, you do nothing. Click To Tweet
I suggested to this person that they take a $50 budget. They put five different ads up, $10 apiece two days in a row. Both days in a row, the “Want to Hear the Greatest Growth Hack?” and “Top Five Business Growth Tips” were the two that far and away pulled better than the other three. That tells us so much. We know there’s a younger crowd out there craving for this information and it was a 3 to 1 result. Three times more people and three times faster clicked on “Want to Hear the Greatest Growth Hack?” and “Top Five Business Growth Tips.” If you look at the other phrases, now that we analyzed this, are more psychological. They’re more in-depth. These people want quick information right now, “I want to growth hack and I want five tips.” We found this psychologically. This is incredibly powerful information upfront.
In person, we would never present the same message to the same audience. Don’t do it online, split test. Doing five different ads allows us to split test the ones that worked the best. We’re going to take it to the next step. We’re going to take “Want To Hear The Greatest Growth Hack?” and “Top Five Business Growth Tips.” We’re going to make each one of them different a little bit. Maybe a different picture or maybe “Want to Hear The Greatest Growth Hack?” a little bit different. We’re going to take that exact phrase, that benefit, that leading hook and we’re going to state it in five different ways. We’re going to go to the “Top Five Business Growth Tips,” and we’re going to use five different pictures in five different vernaculars. As in this first test, we’re going to get results that show us that one of those new images and new phrases pulls better than the rest. This is called the $50 Marketing Trial, episode 83. We are done with this episode.
Now it’s time to play a little Let’s Make a Deal. I am building my talks for our next Digital Footprint. You, loyal followers and readers, know that a couple of times a year, we hold a West Coast and East Coast event called Digital Footprint. It’s a Forbes recognized one of the top five can’t miss and must-attend business conferences in North America. It used to be about $3,000 to $4,000 per weekend to go. We pay for all the food and we bring in entertainment. We blow people away by bringing our top fifteen managers at our company. We teach hundreds of business owners how exactly do we build and buy revenue-generating websites at a high level. It is a gas of a weekend. It’s an absolute blast. We have incredible other keynote speakers that we bring in, truly world-famous and it’s awesome. You can find that info at DigitalFootprint.net.
We got to play, Let’s Make A Deal here. I am building my talks for an event in Orange County or Los Angeles. One of my talks is on platforms. This show here is my main platform. It’s one of my platforms. My biggest platform is the stage at Digital Footprint. There’s an episode on this called the Platform Before The Platform. I’m going to do a detailed 90-minute talk on platforms. What I want to do and what I’d love to do is quote multiple testimonials sprinkled throughout the guts of this talk. I want to play, Let’s Make A Deal for anybody and there’s no limit to this. There’s no scarcity to this for those of you that know scarcity marketing. This is open-ended. Any person that emails me directly at Ken@IncomeStore.com, that is not filtered by an assistant. That goes directly to me. I answer all emails within a week. There is no email autoresponder. This doesn’t put you in a list, for those of you that know my previous podcast. Unfortunately for us as a company, we’re too busy to even create a list. We have no emails that go out and no newsletters, so you’re not going to get hit with anything from me. I can assure you of that.
For those that email me directly at Ken@IncomeStore.com, I need two things from you. First is I need a podcast testimonial. I’m going to email back a code to get into our event, which includes all weekend and even the extra Thursday. We’re having special guests coming in. All entertainment, wait until you see the entertainment and the wine experience. You taste the finest wines from one of the top vintners in the world and how to taste a fine wine. It’s a cool exercise that we do. It involves branding. Most importantly, all the weekend meals. You’ll pay for nothing once you get there. You’ve just got to get there and get your hotel room. I will email you back a code taking the price down to $1, but here’s what I need. I need a one-paragraph testimonial that highlights one of a couple of different things. Either you can highlight something you’ve learned from any of these episodes or you could tell me the 1 or 2 favorites and why. If you can give me some nugget of how you’ve applied it, how you’ve used it or if you’ve shared this with all the management team of your company, I’m going to take the best ones. I’m going to sprinkle them throughout the talks because the platform of this show is set to give me the meat and potatoes for the talks that I do every six months on my bigger platform.
The second thing I’m going to ask you to do if you haven’t already, and I’ve seen many of you have, is please jump onto a desktop computer and go to iTunes. For whatever reason, but a tablet or a smartphone does not work. You’ve got to jump on an actual computer and go into an actual iTunes and pop me a review. Give me an honest review and then tell me in the email, “I threw you a review on iTunes. Here are my couple of paragraphs.” I can assure you, I will get you back a coupon code within a week that you can go to a DigitalFootprint.net. Plug yourself in and make sure you click Apply Coupon or it does not change the price to $1. I appreciate all of you that are going to help me with that. Quite possibly, you’ll see yourself mentioned in one of my presentations. Those are our whole weekend. By the time Sunday comes, because on social media, our event is viewed by about one million people. It’s awesome. See you all on the trail. Take care.
- Platform Before The Platform – episode 32
- iTunes – Today’s Growth: Growing Business Today
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