You can take an awful lot of those “how to market online” courses and sometimes still not learn the truly groundbreaking stuff. I’m talking about the seemingly unimportant things that turn out to be so important, it’s like a scene in one of those adventure movies:
The hero fights through obstacle after obstacle to get to this secret cave that hasn’t been entered in a century. He pries open the heavy door, sweeps away several inches of cobwebs, and by the light of his torch he sees something shiny. He picks it up… it’s a gold coin! Nice, but not that earth-shattering, right? It’s just one coin… Taking a set forward, he sees a small chest. Opening it, he sees a couple hundred gold coins. Yeah! This is pretty cool. But then he catches just a glimmer of something deeper in the cave.
Opening the door wider to let light in, he sees more gold. And priceless statues. And gemstones. And… the treasures go back as far as the eye can see. Holy cow. That one gold coin turned out to be the beginning of more wealth than the GPA of most countries.
Well that’s how I feel about what I’m going to teach you here. To the uninitiated eye, these three lessons might seem small, like a single coin. And they might almost appear trivial. But I promise you, if you follow these tips, your online income can become almost limitless.
And by the way, some people have paid literally thousands of dollars to discover what I’m about to show you:
Marketing Lesson #1: Make an irresistible offer
You’ve heard the term irresistible offer before, but what does it mean?
First, it’s an offer that’s better than anything your competition has. Second, it’s so good that’s it’s truly hard to pass up.
For example, if I were to sell you a brand new car for $1,000, that’s an irresistible offer.
Most marketers have trouble getting their marketing to covert because they’re offering the same stuff as everyone else. Yes, they try to make it sexy, but it isn’t. You can dress a pig up in a lovely, low-cut evening gown, or even a tiny bikini and high heels. But it’s still a pig. (Not trying to pick on pigs here, btw – I think they’re kinda cute and definitely smart.) You can have weak marketing and a great offer and make it work. But great marketing will never compensate for a weak offer.
If you don’t have the right offer, then it doesn’t matter how great the copy is, what the headline is, who is promoting it and so forth. If you want to make sales, you’ve got to have an absolutely superior, irresistible offer that the prospect simply cannot turn down. And you’ve got to back the offer up with a product that delivers, too. I’ve seen offers that blew me away, but once I got into the product, I realized it was 80% hype and 20% substance. As you might have guessed, I asked for a refund – as did close to 50% of their purchasers.
So make them an offer they cannot refuse, and then deliver on every promise you make. Do this and you cannot help but make a fortune.
Marketing Lesson #2: You’ve got to have a big marketing idea.
Just having a bigger promise or using a hyped headline isn’t going to work anymore. If you’re going to be seen and heard by your prospects, you’ve got to cut right through all the shouting online and present something brand new.
Think of it this way: A regular marketing idea is doing what’s already been done, expect maybe it’s 10% bigger or 10% better. That used to work, but these days it just blends with everything else. But a big marketing idea is something new, something revolutionary. It could be an entirely new approach, a new way of looking at something or a new way of doing something.
Take cars for example. A regular marketing idea is to make a car 10% more gas efficient, or 10% sleeker/bigger/smaller/curvier/boxier etc. If you think about it, most of the cars today just sort of blend. They look a lot alike, work a lot alike… it’s always been like that.
Then there’s Tesla. Put a Tesla side by side with any other car, and you’ll notice a difference. Talk about how a Tesla runs, and it’s revolutionary. Don’t let your idea be the latest model of Ford or Chevy. Make it a Tesla.
Give your prospects a feeling of discovery, of something completely new that gives them an AHA! Moment. Offer them hope that this is finally THE solution they have been searching for. It’s powerful, indeed.
Marketing Lesson #3: Customer acquisition is simply about good math.
I know you keep hearing about free traffic. But free traffic isn’t free; it costs you time and work. And more time. And more work. If you want to make serious money, then you’ve got to learn some math and be willing to invest some money to make that money.
Online marketing in the six and seven figure range is all about buying new customers – not hoping they eventually find you on their own. Buying new customers is how you grow big and fast. Think of customer acquisition as an investment. You’re investing in the acquisition of assets — customers. And to do this wisely… like the best marketers in the world… you need to know some numbers.
For example, one of the absolute most valuable marketing numbers for you to understand and use is the Maximum Allowable Acquisition Cost (MAAC). MAAC tells you the most you can pay to get a new customer. And to know your MAAC, you also need to know the lifetime value of your customer. Which in the beginning is hard, so do this instead – know the 3 month value of your customers. How much do they spend with you in 3 months? Whatever that number is, you need to spend less than that to get a new customer.
Most entrepreneurs and marketers don’t know their MAAC or their customers’ lifetime value. Or if they do know the numbers, they don’t use them to determine their traffic generation budgets. But if you want to earn six or seven figures a year, you’ve got to know and USE this stuff. Once you know these numbers, you’ve got to focus on increasing the value of your customer, so you can increase your MAAC, so you can get more customers. Very few average entrepreneurs and marketers understand this, but now you do.
So, did I just hand you three gold coins? Or a vast and unending treasure trove? That’s up to you and what you do with this information.