Out of The Top 4 Things I Learned From The Eben Pagan Modern Marketing Mastery Seminar Which Will Prove Most Valuable To You?
The Eben Pagan Modern Marketing Mastery seminar was a rapid-fire, non-stop barrage of fantastic idea after fantastic idea on how to make sure that when your perfect prospect see’s your marketing, they have to know more and are excited for what you’re going to show them that promises to help them get away from pain and move toward pleasure.
So after sifting through my notes, I’ve hunkered down and boiled down what I believe to be the top 4 things you could learn from this seminar…
1. IT’S NOT ABOUT YOU OR YOUR PRODUCT
It’s about them and the outcome that they’re seeking.
You must stop talking about how great you and your product are/is.
You must start talking about them and their needs and the results or outcome they want or benefit they’re seeking, or else you’ll be banging your head against a wall.
2. MARKETING AND INNOVATION ARE ALL THAT MATTER – you can hire people for the rest of the stuff
Innovation is showing up with something that’s new, better, and different BUT ALSO something that solves a problem/delivers a result/gets a customer the outcome they want that wasn’t available previously.
Marketing is connecting with those people and showing them you have stuff that solves their problems, explaining it, and helping them to buy it.
Becoming a powerful marketer takes what you’ve learned about marketing, psychology, understanding the customer and uses these elements to fuel innovation.
3. IT’S NOT ABOUT GETTING YOUR NAME OUT THERE, IT’S ABOUT GETTING THEIR NAME IN HERE
Yelling your name from a mountaintop is not a useful start up strategy.
Eben Pagan explains “Getting their name in here” as such: finding your audience, finding your market, getting in front of them, understanding their needs, and then communicating clearly that your product/service/the thing that you offer will deliver them to the promised land by helping them get the result/the outcome/the delivery from the fear the anxiety or the pain they seek… at a fair price… and then making an offer – asking for the sale.
4. MARKETING IS ABOUT CONVERSION… NOT ABOUT COMMUNICATION
You’re not trying to communicate with people, you’re trying to get them to come in and convert and give you money in exchange for what it is you’re trying to sell.
Your Market, Your Model, Your Strategy…these are more important than things like the words written at the top of your ad
What Is Your Market?
The people you sell stuff to i.e. the target market + Products/services you sell.
Put those together you’ve got people that need stuff and the stuff they need and they’re buying it — this creates a market.
What Is Your Strategy?
This is your psychological approach.
It’s not what you’re doing but how you’re doing it. The methodology, the philosophy you’re using to get there. Are you the best in your market? The cheapest? The unique new solution that wasn’t available before? Being all things to all people is a fundamental mistake. You want to exclude everyone except the person that needs or wants your product the most and only talk to them.
What Is Your Model?
It’s how all the puzzle pieces fit together.
It’s the marketing channel you market through (i.e. print, TV, radio, direct mail, banner ads, PPC) how you generate a lead or a prospect, how you convert it to a sale, how you follow up, and how you upsell someone to the next product/service while they’re purchasing.
You want all these steps in a spreadsheet in a real model with metrics so you can see how they affect and influence each other, and how if you grow, it will scale and how the numbers will change.
And as you grow you’ll be putting these together in a model you can see a diagram of and show how they all affect each other and how you pour all the leads in the top and how the money comes out the bottom and how the ROI looks so you have a sustainable business.
The best models typically have one thing in common: They’re not trying to sell one thing in one shot. There’s upsells, there’s backend, there’s continuity, there are other products, there’s a long term life time value model.
Marketing is not . . .
“I’m going to create a great ad and it’ll make all the money for me.”
Marketing is . . .
Building a long term relationship with a prospect and selling them one thing after another after another after another to help them get the results they’re looking for.
So there you have it, my top 4 strategies you could learn from the Eben Pagan Modern Marketing Mastery seminar.
Have fun putting what you learned here into action,