Why-target-marketing-fails
Market Your Product

It’s Finally Clear Why Target Marketing Fails So Often

On any given day, go into any group, forum or online discussion about marketing, and you’ll see threads asking about avatar “targeting” and/or target marketing.

Most people did the demographic avatar “work” and now want to “reach the right people” through target marketing strategies, or marketing specifically to the interests of that avatar.

So they go into the Facebooks, spend most of their time selecting the right interests, age range, location, and so on- reflecting their marketing avara. Then they toss in a quick blurb about what they have to sell. And they hope for the best.

When their ads don’t convert, they blame the platform.

Be that as it may, the one thing I find most marketers do wrong has nothing to do with targeting demographic data.

Even though interests and location are important…

I find so many marketers ignore the importance of saying the right thing.

The Message Is Important in Target Marketing

Let’s say I have caviar for sale.

I put an ad on Facebook that says: caviar for sale. I send that ad to “everyone”. I don’t choose people who have a high net worth. I don’t target people 50+

You get where I’m going with this? I don’t use target marketing as it’s come to be known.

Instead, I select a few interests. Someone who likes yachts, boating, success mag, whatever.

I focus on the PSYCHOGRAPHICS. Not the demographics.

When the right people see my ad, they stop and click it.

The wrong people ignore it. Which is PERFECT.

Because if I put an ad that said “fish for sale” I get people who want to buy fish, people who like fish and chips, people who want salmon, haddock, whatever.

Do you see what I mean?

But caviar is targeted, it speaks to the right people. And REPELS everyone else.

I know this is a simple example of “ad copy”, but I’m sure you get the point. Target marketing copy is as much about what you say as who it’s too.

Our goal is to engage in target marketing not through speific demographics plugged into an ad platform, but through targeted interests, our copy, and our messaging.

As Roy Hollister William said: “The true secret of advertising success is to say the right thing to as many people as you can afford to reach over and over again. Word-of-mouth advertising is the result of having impressed someone, anyone, deeply.” (in this case let’s say my caviar is BEST in class 🙂 )

And the customer, impressed with the delivery, packaging, and taste starts that word of mouth 🙂
(But word of mouth marketing is for another time 🙂 )

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Kajabi email marketing
Improve Email Marketing

Kajabi email automation: automatic discount campaign when people don’t buy

Okay. In this video I want to show you how to create discount automation where if somebody goes to your sales page or something like that, and they don’t buy from you, you can trigger automation or find out who those people are, so you can offer them a discount.

This works whether you’re going to send either a broadcast to people, or even an email campaign. So I will set it up as a email campaign first and because I might maybe want people to go through this all the time.

[00:00:43] Email sequence right here. I want that like this, and we’re going to say you know, offer. Offer email campaign. Okay. We’ll just do it like that. And I can send people through this all the time or like one time and have this my offer. So I’ll just put it as offer for you. This is don’t copy any of this copy of course.

[00:01:08] Because it sucks, but that’s not what I’m trying to do. I’m trying to show you the parameters or the steps in how to do this. So this would be your email and you would type your stuff here. Okay. And then you’re going to link to your offer. 

[00:01:29] There we go. And it’s going to go to my sales page.com. So now we’ve got that link to offer and all your copy. Best, Joey, whatever.

[00:01:51] Okay. So we’re going to save that guy.

[00:01:56] Cool now what’s going to happen here is we want to have an automation, right? We wanna have an automation that is going to go into another. It’s going to trigger the other campaign, which wouldn’t have another campaign here. So when the email sequence is clicked. We want to do a couple of things here, but first let’s go create the offer campaign.

[00:02:21] So we have the offer email campaign, and now we’re going to do a discount campaign.

[00:03:11] And this one is going to be discount. Again, don’t copy any of this stuff because it’s not what you want on the subjects. And then you have your link to your sales page discount, page.com, whatever.

[00:03:39] Okay. Now we’ve got that in here. So now what I would do is if you are sending somebody to a sales page and you’re waiting to see if they’re going to buy, then obviously you don’t want to do it, right away. Like the second day. Because then they’re going to get used to you saying “Hey, go buy this thing.”

[00:03:58] But a day later he’s going to send me a discount. So I would do this maybe five days later or something like that. Okay. So now we’re going to do a couple of things here to make sure that we’re not sending a discount to somebody who’s already bought and all that other stuff.

[00:04:13] So now what we want to go back into this campaign and we want to do a couple of triggers. So we want to do that automation, right? When this email sequence is collect. And it’s any link in the email. So, but we’re going to do this one here and we say, okay, when that is clicked.

[00:04:34] You want to subscribe to an email sequence right here, and that is going to go into our discount campaign. So pretty simple right now, let’s go back to the other one and this is where you want the condition in. So If you want to do this automatically, this is kind of where it gets tricky because you want to have a condition here.

[00:05:04] The discount campaign. So if they’re already sitting in here, what’s going to happen is let’s put an unsubscribed trigger. And when the offer is purchased, it unsubscribes them from the discount campaign.

[00:05:33] So what’s going to happen is they’re going to go into let’s see right here. They’re going to go into the offer discount campaign. They click on the sales page, then it automatically drops them into discount campaign here. And they sit for five days.

[00:05:56] And that’s what I suggest like three to five days, whatever you want, maybe even longer than that. And there’ll be just sitting here waiting for this discount email. If they buy before he email goes out, the unsubscribe trigger will pull them out and they won’t ever get this.

[00:06:13] And that is how you can automate this entire process and make it a whole lot easier for you. Okay. Hopefully that helps you. If not leave me a message and I will respond to it and help you to make sure this is clear for you.

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pillar content strategy
Market Your Product

3-Core Pillar Content Strategy

The core pillar content messages are really about the top three things.

And I’m going to give you an example in a second here and show you this visually so you can grasp this.

But the first thing that you want to do is write down the steps that people need to take to go from A, to Z, from whatever it is that you’re teaching. Okay.

And then those things should only be the top five to seven big things, because if you’re like me and when I first was introduced to this concept of doing it this way, I said, Oh my God, there’s so many things people need to do.

Pillar Content Big Picture

But this is the big picture. And again, I’ll show you in a second, like a visual of this. So you really grasp it, but just start thinking about what are the five or seven big things that people need to do. To go from a to Z, whatever it is that you’re teaching.

And then you choose the top three things from that group that you can help people solve.

So for example, you know, the top three things that I can help people with are marketing and copywriting, email, and automation and mindset.

So let’s take a look at an example from my business. So here’s how you find, three core pillar content messages. So the first thing is you can see there that I’ve drawn a line and it says, well, the guy has no sales and he wants to get sales.

So you do the same thing on a piece of paper, you draw it out a line and you put what, where they are now, whatever it is, they’re a hundred pounds overweight and they want to lose a hundred pounds or whatever it is you’re teaching. So you draw that out and then you draw out the steps.

My Pillar Content Examples

So my content pillar steps are basically the people need to research the niche. They need to create a product. They need to put her on a delivery platform. They need to do marketing. And then they need to do automation like emails and then underlying all of that stuff is the entrepreneur mindset, which is kind of what I just alluded to just a moment ago where they need to understand this is not going to happen overnight.

They need to, there’s a lot of mindset stuff that goes along with it. So I kind of interject all that into my marketing or, or to my clients. Right.

So the three things, as I told you that I can help people with our marketing it’s automation. And it’s the mindset

Now, underneath those levels are a whole bunch of other stuff like under marketing there are Facebook ads, there is a copywriting and there are all kinds of stuff that goes underneath that, but that’s the next level.

I just wanted to give you the overall bigger picture of how you get your core messages. And I’m sure that you could figure out what goes underneath all of those other pieces.

Now, this doesn’t mean that I can’t teach. All of the other stuff, like I can teach you how to do really great research. I can show you how to create a product.

I could show you how to put it on the delivery platforms like Kajabi or click funnels or this and that. Like, I can teach all of that, but because I want to have a focus on what I really, really do well, is those three things.

And it doesn’t mean I don’t teach those things to clients if they ask me, but in my marketing, the way I’m attracting people are those three core pillars that I’m showing you there.

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Market Your Product

[CLIENT SUCCESS STORY] Alysa Golden

One of the greatest rewards I can ever receive is watching the success of my clients.  Alysa Golden started working with me in October 2019. 
 
She coaches health and wellness practitioners so they gain more freedom, flexibility, and money with an online course.
 
Before working together, Alysa made her first and only sale in August of 2019  from a beta group of health and wellness practitioners.
 
Not the “win” we are promised in this business am I right?
 
But that didn’t stop Alysa.  Because she joined my Strategic Marketing Lab Facebook group.  And she immediately felt ‘home’.
 
By October 2019, Alysa was ready for my Strategic Marketing Blueprint program.  As she says “it kept me moving forward when I was feeling disjointed.”
 
And that’s a good thing.  Because Alysa did free webinars and added true value to people throughout the fall. 
 
She sold a few things here and there and did some 1-1 coaching.
 
I helped Alysa niche down to mental health practitioners (from the larger group of health and wellness practitioners) just before Christmas.
 
And this is when everything began to change.
 
With a revised marketing message, Alysa launched another webinar.  And SOLD her big course!
 
February of 2020 was her BIGGEST month ever…and then COVID hit.
 
But that still didn’t stop Alysa.  Because heart-centered entrepreneurs with a passion to serve people first don’t quit.  They don’t quit on themselves.  And they don’t quit on the people they can ultimately serve.
 
Here’s the thing.
 
Building a business isn’t all sunshine and roses.
 
So Alysa took the next 3 months to re-center. With her mind free, she wrote a book at that time.  It wasn’t in the “plan” but we’ll use it in some way for the business moving forward.  The point is, Alysa didn’t quit like 85% of people do.
 
Then in May of 2020, after taking my Write Marketing Copy program Alysa started doing more free webinars. With newfound marketing language.
 
We assessed what worked and what didn’t.  She developed a couple more paid products. 
 
And her conversions were good because she spoke to the narrow niche.
 
Lots of zoom calls, the constant value in a couple of groups, and then another similar business asked to collaborate with Alysa.  This relieves Alysa from doing any of the marketing and advertising…and she taps into an established base of potential customers just waiting for her to serve them.
 
This is ALL because of the constant value add that I teach in my Strategic Marketing Blueprint.
 
From there she had 2 sales – one for private coaching.
 
If you still think all of this is not worth the effort,  a third private client came from a free zoom call Alysa did 6 months ago.
 
At the time of writing, Alysa has 4 private clients altogether now paying monthly.
 
Plus she put them all on Kajabi. So there is monthly affiliate income there too.
 
Now Alysa is in another launch of her big signature course and poised to scale her business like she always wanted.
 
But this time, the business is in alignment with how she wants to live her life.
 
How AWESOME is that??
 
It is a gift to work with purposeful people like Alysa Golden.  Plus the gift never ends when I see the expanding results from the hard work and passion of clients like Alysa.
 
Bravo on all your accomplishments so far Alysa!  You serve the world as promised<img draggable=” 
BOOK A FREE CLARITY CALL WITH JOEY
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Janet Taylor - Parents Never Give Up Success Interview
Entrepreneurial Mindset

[CLIENT SUCCESS STORY] Janet Taylor from Parents Never Give Up

Janet Taylor’s Parents Never Give Up mission is clear.  It’s to support parents with at-risk children.  She assists parents so they handle and do whatever it takes to help their children, and themselves without judgment – in a safe environment.
 
So, Janet signed on as a private client in January 2020 to get some help to drive her mission forward.
 
The first thing we did is get clear on who Janet wanted to work with (aka her “Dream Client”)
 
She discovered how to use her superpower of getting people to see they can do anything no matter how long it takes as a driving force to continue adapting the business.  Because let’s face it.  NONE of this biz’nis stuff is easy.
 
It takes work and STRATEGIC commitment.
 
No problem there with Janet.
 
Because then she created an entirely new website with lead generators.
 
She began Facebook Lives – almost EVERY DAY. And STILL going BTW.
 
Janet stepped into what she does best – SPEAKING her truth – directly into the hearts and minds of her clients through the camera lens on her iPhone.
 
Simple.  For her.
 
And simple enough that it worked.
 
Isn’t that the point?
 
Whenever coaching and “strategy” are at the forefront, it’s up to your coach to know how to adapt.  Not follow a one-size-fits-all manual.  It’s up to your coach to combine the tools, methods, and strategies that FIT you and your business.  At least this is how I work with clients like Janet.
 
Which is why we explored different avenues together.
 
We tried some things that didn’t work.  Or it didn’t ‘feel’ right to Janet.
 
No problem.  We move on to the next thing.
 
But that doesn’t mean I don’t push Janet to grow.
 
In one example, she went beyond her comfort zone to learn enough about “tech”.
 
Janet also took on “copywriting” with the Write Marketing Copy program.  She’s not a “writer” and isn’t fond of copy either.  But after taking the program she was hooked.  Because it completely changed the way she communicates with her audience.
 
Go figure.
 
And here we are…just a few weeks later  and Janet has 12 people in her bi-weekly zoom group (membership) so far with the next one in the works!!!
 
PLUS she has 2 private clients who just signed on for one-to-one coaching!!!
 
BRAVO Janet!
 
As she puts it “All the work is paying off and my daily videos in my closed FB group are gaining traction. “
 
This is only the beginning for Janet.
 
You will see her in more ways than one.
 
She is recognized by Tony Robbins himself – and even was interviewed by the team.
 
I believe in People-First-Profit-Second.  So does Janet.
 
And it proves to be the success driver of so many – including Janet.
 
Janet’s passion is powerful.  And I am grateful to be a small part of her Parents Never Give Up movement.
BOOK A FREE CLARITY CALL WITH JOEY
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