Now is unlike any time in history.
It is a blessing to be born in today’s day and age if you are running a business.
In the past you used to have to “pound the pavement” as my Dad would say.
You’d have to go door to door, business to business and deal with hundreds if not thousands of nos.
Believe me I have been there. A little known fact about me.
I worked on Wall street for a long time. Before the creative endeavors. Before releasing my soul.
I was a cog in the machine. A suit.
And at the young age of 21 I worked at a place named Hanover Sterling. Hanover was referenced in the movie the Wolf of Wall Street. And in the book Born to Steal and Mob over Miami. It was the Water street headquarters to the satellite office of Stratton Oakmont an over the counter brokerage firm.
It was a seriously crazy thing. I was young I didn’t know any better I knew that you wore a suit and you came to work and you got on the phone every day and called a ridiculous amount of people that told you no.
But what I didn’t know was that the mafia ran this operation. And literally people were doing blow in the bathroom, or having sex with strippers in the boardroom, or worse polishing their Heckler and Koch in their office.
I’ll get to that story more in a few future posts. Just know I have lived more experiences than 3 lifetimes. I don’t talk about it much.
Anyhow the reason I bring this up is because the very essence of cold calling was to call as many people as you could in a day and get maybe 1 or 2 possibles. 100 calls 98 hang ups.
That is how most owners are STILL marketing today. BAD.
They are talking about how good their services are, they are telling people how awesome they are and mostly everyone who hears it goes “Bullshit”.
It’s why so many people are struggling to get their message out.
Simply because they are trying to get it out. Instead of attracting people.
Attraction will always be superior to promotion.
In a world full of unauthentic phonies, empathetic narcissists (which one is it are you buddha or Bobby Brown. Pick one) plastic butts, and steroid abuse social media is a ego maniac’s play ground. Where people buy friends on Instagram or they take pics in front of a car that’s not theirs so they give you the illusion that they are balling out.
It’s why we gravitate to the Gary V’s and the Tony Robbins, and the Russell Brunson’s because we can sense real from a mile away.
We can see bullshit from a mile away too.
People are longing for real.
In that realness it green lights others to feel that they too can be the same. That they too can be attractive. We all have attractive qualities. And we all have a message that needs to get out. But the way we try to get it out still to this day is very used car sales manlike.
Worse off it’s filled with ego and pretentiousness.
“Look at me, look at me.”
Have you ever been in a conversation where it seemed genuine and then all of a sudden someone steers it in a direction and then they drop the reason – to brag about them self. Ugh.
You know that feeling in the pit of your stomach. Well that’s what most marketers do.
So here are 3 steps to crush it for your business.
Step 1. Be Real.
Be really real, if you are sensitive be that, if you are loud be that, if you are raw be that, be who you really are and people will love you for it and a whole lot will hate you for it.
Hate you for who you are but mostly they will hate you because you have the balls to be who you are without apology. Such is life you need to start attracting the people who resonate with you and repel the people who don’t. If you are only focused on making everyone happy you won’t be memorable.
Step 2. Start Attracting People. Stop Promoting Yourself.
Stop being the guy at the bar looking to pick up every chick. Be the guy at the bar that pays little mind to the chicks except a fleeting glance and watch how they want to know why you aren’t paying attention to them. BE YOU. Be confident in you. Be that.
Don’t as a business owner try to sell your wears. Instead shine a light on the problem your market has. Shine a BRIGHT light on it, agitate it make them feel that pain and then show them the solution you have.
This stuff is really simple yet so many business owners fudge it up because they make it about them. Hey look at my service. No one gives a shit about your service. Don’t even talk about it. Talk about them. Stop promoting like you are the best thing since sliced bread. Attract because you know THEY are the best thing and they have a problem and you know how to radically fix it.
Step 3. Get On Camera.
Here’s the technical aspects of it. Video connects more emotions better than any other medium on the plan. The only other one may be a live event. It touches on sound, vision, emotion and feeling. No other medium can do that.
Copywriting is great but it doesn’t hold a candle to video creation. Not even a little. Copywriting relies on the viewer to first read it, then digest it and interpret it (that can easily go awry) then act on it. As a viewer of video you are a spectator. Watch feel act. Simple easy and powerful. The other aspect is you can convey a message so much easier and faster with video then you can with anything else. Plus people can see your face, they connect with you. Humans connect with other sets of eyeballs. Since the dawn of time. When someone sees you they automatically connect better. (Or repel, such is life)
Finally Facebook is pushing all video to the forefront if you are running image ads, dump them they are dead. Image ads don’t work anymore. Video gets upward of 150% push and a higher conversion rate than all other ads.
Facebook LIVE is getting an even bigger push. So like mention it’s never been a time in history where you can go directly to your market and attract them to you. Rather than pounding the pavement. Simply go make videos with your message, and content, put them on Facebook, run them as ads and see how well they do. That’s the short version I can write 10 posts about this topic alone. But the world is waiting to hear from you.
If you need help in how to create great videos go here. Get going now!
So that is it. It’s not super complicated, but it is work.
It means you need to put the work in day in and day out. If you are going to release on Tuesday, release every Tuesday. Show up day in and day out and watch the empire you build grow!