Best marketing quotes

With my Meta Ads Manager connected, I'm talking to Manus about how my ads are performing.

It's giving me any alerts that I need to know.

It's telling me which videos are converting the best and then it will give me tips on making more videos just like that.

I would not be able to keep up with the need of creating new creatives if I wasn't using AI.

Both my Facebook rep and my Google rep said to me, you need more ad creatives.

So I'm like, no problem, because I'm using AI now in a way that allows me to create creatives at scale.

It is very helpful to have outside trusted sources also recommending you for what it is that you do.

It's not just saying, hey, I'm great at this, so come to me.

But having someone else endorse you and having them linked to your site as well.

Having really solid testimonials that also echo or mirror what it is that you say is your expertise.

What are you specifically known for.

That can also reinforce you as an authority.

That's what AI is looking for.

For lower ticket products or packages I would say put the price in.

But for higher ticket, I haven't been including pricing.

Just being really clear on each of your service pages on what it is, what the deliverables are, who it's for.

She's like closing franchise deals.

Did a presentation the other day and they're like, yeah, that page they made that really sold it for us.

I tried this out and went and tested it and just made a bunch of ad images for this business.

I showed them like a low-res version of 20 different designs.

Can we get on a call immediately.

Instead of spending months on your brand, get an MVP minimum viable product and put it out there.

See if it resonates.

That's the beauty now, you can test a bunch of different angles, different marketing campaigns, different messaging super fast.

Positioning in very simple terms is how do you stand out in a crowded marketplace.

Imagine you go to a market today and all of the vendors are selling apples.

What can you say about your apples that makes them unique.

Even before you create your next piece of content, I want you to go back and ask yourself, do I actually know what makes me so different in a crowded marketplace.

If you're thinking about your own one-liner, use this simple framework.

I help target audience, solve problem, through solution.

I help founders build brands that convert by embedding as their fractional content strategist.

I can help them sharpen their positioning, lead their strategy and drive predictable inbound, all without a full marketing team.

Hiring in-house is often costly and it takes time to train and ramp up.

Agencies, although they are professionals, often are very expensive.

For me, I cover it all and I embed as your fractional partner.

If you are speaking to everyone, you are speaking to no one.

We went from leadership training for everyone to leadership training for the civil service and military sector.

We went from generic training to rigorous training.

Rigor is the exact thing that military folks like.

Your audience may not care about all 10 things.

In fact they probably only want to know what's in it for them.

So you need to filter out all the amazing things you can do into a couple of unique selling points.

I'm not an SEO copywriter.

I'm not a long form copywriter.

I'm a conversion copywriter.

That becomes one USP.

If they are doing things that are templated, they are basically like a one size fits all t-shirt manufacturer.

I am the tailored approach.

I am your bespoke tailor.

I get you a great looking suit that fits you perfectly.

This is where the magic begins because now I'm actually getting real human pain points from client conversations which I then turn into USPs.

I'm not creating the unique selling points by myself.

I'm creating it with the help of real client data, real client insights.

Lead magnets are very powerful.

It can get you a lot of pokes.

But you must also remember that a lot of pokes who come through lead magnets may not be as qualified.

The goal is to filter them to the right prospects.

One of my clients posted content very regularly on LinkedIn for two years.

Her content did really well.

She got quite a lot of new followers and views.

However, she did not get a single inbound lead for two years.

Even if I read the content, that's cool, but do I know what makes her so unique.

Why should I work with her.

What is the problem she solves.

If you don't answer those questions, no matter how viral your content gets, people are not going to come to you.

After reworking her positioning, within two weeks she got her first inbound lead.

Once you shift the positioning, you can put out a similar piece of content, but now it's really reflecting why someone should work with you.

It always starts off with that human first approach.

Define your positioning.

Build your strategy.

Then think about how to convey that with the right tone of voice.

Everybody can do content nowadays and anyone can write content.

But how many people can nail their positioning.

That is the difference.

The number one determining factor when a customer is making a purchasing decision is price.

That's probably never going to change.

But trust has skyrocketed up the charts.

We've all gone through the pandemic, political change and the chaos of the last five, six years.

It's all led us to the question of who can I trust.

And now with AI everywhere and chat bots and automations, it's really amplified this.

If you're building a faceless page where you give lots of valuable tips and education, you might get a lot of followers, but people might not trust you.

We connect with people through their humanhood.

Through the stories that they're telling, the struggles that they're facing, the things they've overcome.

That is what makes us human.

That's what makes us unique.

The more storytelling that you can do, the more examples you can share, the more anecdotes from your own life that you can share, the more people will trust you.

The higher your conversion rate will be.

You always want to get them on your email list.

I sometimes just want to give something away, literally no strings attached.

But for the most part, you want to get people onto your email list.

One way to help the agent, like Claude for example, to do even better is if you understand who good copywriters are throughout time.

It can be from forever.

They don't have to be alive or they don't have to be anything.

Or just people who really understood marketing and products.

One of my favorite things to do is how would Steve Jobs make this.

Anytime I want to make something simpler, I always think about Steve Jobs because he was the king of simplicity.

Steve Jobs didn't think about products the way most course creators do.

He thought about them the way an artist thinks about sculpture.

What do we remove until only the essential remains?

A lot of times we think we need to add everything to a landing page, a program, 5,000 bonuses and you know what I mean?

A lot of times the opposite, especially now, works better.

The creator thinks more equals more value.

Jobs knew the opposite was true.

More equals more confusion.

More equals more guilt.

More equals more people buy and never finish.

And of course nobody finished a course that produces no results, no testimonials.

Jobs would start with one question.

What is the one transformation this person needs and what is the fastest, most elegant path to get them there?

You can even have Don Draper from Mad Men go in and rewrite your stuff.

And he's an amazing copywriter on most of these.

So it's just a cool exercise to go through.

If somebody just goes through this step by step and redoes it, they're going to get so much value.

So I will go with Steve Jobs and say less is more.

If you do not have any proof of doing good work, if you offer services, if you don't have any proof of your product or happy customers or clients, then this is not for you.

HVAC companies, you are losing business because you don't show the price on the website.

So people just leave.

98 percent of the people come to the website and they just leave.

The more HVAC companies stay and watch this, the more YouTube says let's show this to more HVAC companies.

If I pay for one view, I'll get another five or six views if the content's good.

It's not that you get penalized if you run ads, but if people don't stay and watch your video, then yeah, organic gets weaker.

If the content's good, organic gets stronger and stronger, even though we paid for the first view.

Dollar a day works on any of them, because they're all driven on an algorithm that's trying to feed people what they want in a feed.

Any kind of feed-driven thing where it's free to the user but it's ads for us.

It's the same dynamic.

If you have pieces of authority, if you have happy clients, if you have relationships, podcast episodes even from years ago that show that you are credible, then you're gonna find this to be a very valuable session.

We're targeting roofing. So it starts with the niche.

The reason why this works is that we're very, very niche.

We're very clear on exactly the result that we drive.

It's not like we're AI consultants and we'll do anything for any company.

No, no, no. Roofing companies, we answer the phone better than your humans do, especially after hours where nobody's answering the phone.

How many other people do you know that are really good at SEO and pest control?

Who's the number one SEO guy in pest control?

Well, it's this guy.

It's so niched.

Even in pest control, which you think is some tiny industry, even though it's a tiny niche, it's a multi-billion dollar industry.

George said, but I'm a nobody, I'm a student, I'm just living in the dormitory and I don't have a camera.

I said, it doesn't matter. Just go ahead and reach out.

Find the biggest roofing companies, the guys who for sure you think they're going to turn you down.

He reached out to the 10.

All 10 said yes.

He said, but I don't have any money. I'm a poor college kid.

I said, fly Frontier Airlines and get the Go Wild Pass, which is 349 dollars.

So what? Just interview other people that are well-known in the industry. Talk about them and their story.

Everyone wants to give their advice.

George interviewed Ethan.

Then Ethan turned around and interviewed George.

Isn't that awesome? So why not multiply both ways?

He's interviewed this guy. Then Ethan interviews Dan, and then Dan interviews George, and George interviews me, and I interview Dan.

All of us, we interview each other.

I said, no, no, no, no, no.

You carry way more credibility staying at the big roofing company.

I'm leveraging Dan's authority to build mine.

I'm leveraging the authority of. you name it. because I'm honoring them.

What is the thing that you want to amplify?

What's the key relationship, the key customer, the key thing that you have, the picture with you and so and so?

That's pure gold, and people don't seem to realize that you can do that.

We call it your North Star belief.

The thing that you know that once your dream customer is on board with, they will buy.

You can always stack your lead magnets by putting something inside for your AI to direct people to.

I've asked countless clients, why did they buy from me?

And they always said it was me.

People buy you more than they buy what you do.

If you rank Google webinar consultant, I still rank number one.

But nobody Googles anymore.

It's all AI snippets.

I'm actually using four of these agents as lead magnets I'm going to be testing during my next launch.

People are going to be opting in for an AI tool.

People that read stuff actually tend to be more likely to buy.

There's a lot of data behind that.

If you think about short-form video, it auto-plays.

Whereas YouTube, there's intent because you've got to click in order to watch it.

To actually stop and use your brain on a platform that is designed to completely take over your mind and engage you with entertainment, you have to be kind of a strong-willed person.

Or you have to have a major problem where you're trying to look for a solution.

I had a sales call just a few weeks ago with a guy that had 8 million subscribers on YouTube.

It was all pranks.

The dude was making less than 10K a month.

I've got many people that I've worked with.

I think of one woman, she literally has 900 followers on Instagram making more than 50K a month.

Views feel good.

It still feels good for me.

But it has to be the right type of views.

You are basically walking onto Mark Zuckerberg's stage saying some words.

But no one knows who you are and why they should listen to you.

When you're speaking to strangers, you need to lead with some type of credibility.

As a fat loss coach for the last 20 plus years.

Or I used to be obese and now I've got a six pack.

You can also do it via implied authority.

For example, while I was studying my quantum physics PhD.

That's an example of implying without saying it in a douchey way.

We just put up one story, four sentences, no graphics, just Instagram's basic text.

Within two hours it had 165 replies.

DMs getting flooded with leads, people booking sales calls, converting deals on the back end.

This is really just matching what you do with the way that you solve that problem and who needs it.

Imagine if you were a music artist and you put out hip hop music.

If you put it on a country station, nobody's gonna care.

Clarity makes space for connection.

It creates this space for people to really get a sense of what you're up to and why that matches with who they are.

Congruency equals trust.

There's gonna be a lot of ways for us to monetize and make money and move fast.

The relationships matter.

People don't just want content.

They don't just want information.

They want a solution.

You're not just creating, you're actually broadcasting your perspectives to the world.

I put out videos that had 50 views, a hundred views, and they still ended up being hundred K contracts.

It doesn't mean that if it's not getting a lot of traffic, it's not valuable.

We don't want to just post across all of the platforms and not actually learn from what our market is telling us.

Simply adding AI to your sales page and your marketing copy used to be a really big deal because there wasn't a lot of people using AI.

Today, that is the bare minimum.

Your clients are more than pain points and different is better than better.

Your ideal client needs to feel just like Cinderella with her slipper, like it's the perfect solution.

When people say, what do you do, do you know how to actually answer that in a way that is clear and concise and makes them go, yes, take my credit card, let me throw it at your face?

A lot of people talk about pain points.

We also talk about tickle points, like what are the things that make them laugh, get super detailed.

That video actually turned into loads of leads and sales.

Virtual summits changed my life and business. They are the fastest way to build authority and grow your audience.

The behaviors you witness others getting away with will influence you to join.

In meetings, sit across the person you want to influence.  A speaker in full view usually determines the outcome of a discussion.

pluralistic ignorance in which each person decides that since nobody is concerned, nothing is wrong. Meanwhile, the danger may be mounting to the point where a single individual, uninfluenced by the seeming calm of others, would react.

By concentrating our attention on the effect rather than the causes, we can avoid the laborious, nearly impossible task of trying to detect and deflect the many psychological influences on liking.

All the weapons of influence discussed in this book work better under some conditions than under others. If we are to defend ourselves adequately against any such weapon, it is vital that we know its optimal operating conditions in order to recognize when we are most vulnerable to its influence.

Often we don't realize that our attitude toward something has been influenced by the number of times we have been exposed to it in the past.

Persons who go through a great deal of trouble or pain to attain something tend to value it more highly than persons who attain the same thing with a minimum of effort.

Our best evidence of what people truly feel and believe comes less from their words than from their deeds.

There's a difference between a mystery and a question. Questions demand answers, but a mystery demands something more valuable-explanation.

civilization advances by extending the number of operations we can perform without thinking about them.

stubborn consistency allows us a very appealing luxury: We don't have to think hard about the issues anymore.

You use your cuts to get people to swing attention to the parts of your message you really want them to focus on.

They behave in accordance with what the contrast principle would suggest: Sell the suit first, because when it comes time to look at sweaters, even expensive ones, their prices will not seem as high in comparison.

The house I got them spotted for looks really great after they've first looked at a couple of dumps.

To make it climb, make it rhyme.

The rule says that favors are to be met with favors; it does not require that tricks be met with favors.

Consistency is the hobgoblin of little minds.

Advertisers love to inform us when a product is the fastest-growing or largest-selling because they don't have to convince us directly that the product is good, they need only say that many others think so, which seems proof enough.

They described how they were able to draw website visitors' attention to the goal of comfort merely by placing fluffy clouds on the background wallpaper of the site's

automatic-pilot device, like social proof, should never be trusted fully;

The time to react protectively is when we feel ourselves liking the practitioner more than we should under the circumstances.

According to the theory, whenever free choice is limited or threatened, the need to retain our freedoms makes us desire them (as well as the goods and services associated with them) significantly more than previously.

And once you've got a man's self-image where you want it, he should comply naturally with a whole range of your requests that are consistent with this view of himself.

As the stimuli saturating our lives continue to grow more intricate and variable, we will have to depend increasingly on our shortcuts to handle them all.

Obviously, horse-race bettors are not alone in their willingness to believe in the correctness of a difficult choice, once made.

Even those children whose birthdays fall soon after the holidays receive fewer toys because of the recent Christmas spree.

Price alone had become a trigger feature for quality; and a dramatic increase in price alone had led to a dramatic increase in sales among the quality-hungry buyers.

Our typical reaction to scarcity hinders our ability to think.

The feeling of being in competition for scarce resources has powerfully motivating properties.

The drop from abundance to scarcity produced a decidedly more positive reaction to the cookies than did constant scarcity.

The joy is not in experiencing a scarce commodity but in possessing it.

Such cases it is vital to remember that scarce things do not taste or feel or sound or ride or work any better because of their limited availability.

Compared to the customers who got only the standard sales appeal, those who were also told about the future scarcity of beef bought more than twice as much.

People find objects and opportunities more attractive to the degree that they are scarce, rare, or dwindling in availability.

It's no longer trying to be the expert.

Saying, here's how to do these three great pushups, and I'm the expert, I'm gonna show you how to do it, and kind of lecturing to people and speaking down, because they could find that information anywhere.

If you approach it more as what I've termed a guide.

Hey look, I don't know everything in the world about this.

I've been a fitness pro for 30 years.

I know some stuff, but I'm just gonna share what works for me and my clients.

It's much more disarming and you build trust more as opposed to trying to out-expert everybody.

It's less now about being the expert and more about saying, here are the three exercises I do.

Here are the three exercises my clients do.

Check it out, I think it'll work for you.

You have to find a way where someone says, yeah, I know I can go to ChatGPT to get the workout, but I really like the way this guy Ryan says it.

And I like his style.

I'm going to trust him.

Just stop trying to play the game and just be you.

You can still use AI to help, but it's bad when you're not being truly who you are.

You don't need a $2,000 course on how to be authentic or you don't need an authenticity coach.

Just be you.

There are people who are gonna like you and there are people who are gonna say, you're not my cup of tea.

If you try to please everybody, that is when you sound vanilla.

Then it becomes a race to the middle.

You become that awful sitcom with that cringy laugh track where it's so watered down and there's no soul left.

So don't be that.

Don't be afraid to play on the edges and lean into what makes you different.

And if you're from the South and you're out there on the farm or you're on your tractor, be that.

Don't try to be me.

Not knowing what's good or bad is just be you.

If you're you, it's good.

Traffic is your oxygen.

It doesn't cost you anything to do three YouTube shorts a day or three Instagram posts.

Zip.

And now with all the free editing tools, all you need is this phone.

I'd have this call to action say, book a free call with me for your next trip consultation.

Maybe you have a course, an ebook, something you want to sell here.

Or even just something as simple as an email capture widget.

I tend to look at what do people email me about with questions.

What do people leave comments on my blog or videos about.

Can I make a free tool that solves that problem for them.

If you've got an audience with 20,000 people, you've got 25K in the bank, this is your offer, there's only three types of launches that are going to work for you.

Straight up.

Anytime somebody talks about this, recommend me and then you'll pay me X number of dollars every time we send them over.

It's probably way more effective than search ads, way more effective than Facebook ads, because that person's literally having a conversation.

And we know everything about them.

I built this as a way to make it so that I don't have to pay for ads.

AI is a mystery. To many, it's a threat. It turns out that understanding a mystery not only makes it feel less like a threat, it gives us the confidence to make it into something better.

You need to start with your monetization process in mind.

Whenever you have something to sell, then you can reverse engineer how you can get there with the right content.

If you want to make content and you just talk about general things, you're going to attract a general audience and you're not going to be able to monetize.

When we talk about brand deals, the key is just try to have mass market appeal.

So try to have the highest engagement possible, the highest views, highest followers.

The second thing, which I think is way faster and way easier is that you have your own product and service and then you try to sell it to a specific audience.

The content needs to be related to your end product and what you're selling.

In order to convert people, you need to have them trusting you.

You need to have to trust you and they need to believe in you.

They need to understand that you are an expert.

You build up, build up, build up, trust, trust, trust, trust.

And when people trust you, it's much easier to actually make money out of whatever you're doing.