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Emily Hirsh:

Hello, my friends happy week. I guess we’re going to be halfway through the week when this episode comes out. We’re going into February. My littlest boy turns two in February. I cannot believe it. I can remember being on this podcast, making a bunch of episodes to prepare for maternity leave, and thinking by the time this one comes out, I’ll have a baby. It’s just so insane how fast time goes and we are done having more babies. So it’s sad when your last one is getting bigger. And you’re like, Ugh, I’ll never experience the one year, the first year or when they’re this age again. I’m trying to soak up all the time. Wow. Balance being insanely busy and in my business, which I’ve come to accept is just always going to be the case. You put your priorities ahead of that. And then you get down to everything you can do and you run at a fast pace and that how it is. 

So you guys are in for a treat. In this episode, I recently shared a new formula on a training that happened last week, and I got such insane, positive feedback about how clear it was for people, the clarity that was in it. So I wanted to pull a little piece of that training out and just share it with you because I think it’s very valuable in creating actions in your business. So the 2X formula is what it’s called. The promise is that if you follow this formula and you constantly come back to this formula… marketing, isn’t static,  it’s moving, it’s ongoing,  it’s never stopping. There’s always something that you can do.

There’s always something you’re going to be able to improve on. Then you’ll 2X your business from where you’re at right now and you’ll continue to do that. So this formula was based off of all the work I’ve been doing as we developed Market Like a Pro and as we developed and created new offer, that is a marketing consultancy combined with insane marketing genius and trainings, but also an incredible amount of live support, an entire team that supports you. So with that, I redid the entire way that we laid out marketing to create milestones and building blocks where you’re building one thing, then you add to that building block and add another thing. And I believe and have seen many times that’s the key to marketing. That is how you create success with your marketing because it’s not a matter of saying okay, tomorrow I want to do everything in my marketing from A to Z the messaging, the foundation, the organic, the content, the ads, the visibility ads, all of those things. That’s impossible. And that’s where most people get really overwhelmed. 

So let’s let me share the formula with you guys. It’s a three-step formula. The first step is that we audit you are before you can dive into anything in your marketing and actually fix it or even start it. I got a great question on the webinar and they asked, what if I’m brand new? I don’t have anything to audit. Well, you’re going to start here at step one. You do have something to audit. The first answer to your first question is going to be no. So that’s where you start. I love that question though. So I want to clarify that if you don’t have something to audit, you do, you’re auditing what’s nonexistent right now. You need to audit where you’re falling short. You’re either auditing what you have or auditing something that you don’t have and realizing, okay, that’s the first place I need to go to.

So the way you do that is you answer the following questions. They’re yes, no questions. you’re going to end up stopping at the first place that you said no. So you’re going to answer these questions and then you’re going to audit your business as a whole, your marketing as a whole. 

The first question is, do you have a super clear definition of your ideal customer? Yes or no? 

It was interesting in the webinar. A lot of you guys said, yes, a huge percentage of you guys said yes. I think that most people do have this. So I get that. But I think also there’s a lot of room for improvement here. When I ask this, it’s not just like, oh I target women ages 30 to 40, I’m talking about a deep level understanding of their frustrations, of their dreams, of their struggles of their fears. You might have it, you might not, but that is the first question. 

The second is, is your offer that you sell and the positioning around your offer is so good that nobody would say no when they hear it? is it like, wow, that is so valuable. It’s something that’s, 10 times the value. Does it directly address your ideal customer, avatars’ pain points, and frustration? And is it the same as everything else out there or is it different and better? 

So you’re answering this question with yes or no. Do you feel like your positioning of what you sell is so good that if we were to sit down together and you were to explain it to me, I’d be like, oh my gosh, sign me up right now. I need that. Of course, if I was your ideal customer, but if you answer no to that, you’re going to start here.

The next question is, are you producing consistent, free and valuable content? This is how you grow an audience and the more frequency and quality of valuable content you can put out the more you’re going to grow your audience.  are you showing up on a social media channel? One main one. Are you putting out content in the form of podcasts or videos or blogs? Are you currently doing that? Yes or no. 

Then do you have a strategy to generate lead it’s on your email list every day, week, month? Are you consistently growing your email list? Yes or no? 

You should be seeing that number go up every day, week, month. If you’re not, your answer would be no to this question. Are you converting those leads to sales? Yes or no. 

This is the final question. And usually, if you’re getting all the way here and you answered yes to all the other ones, usually not every time, but usually going back and fixing the other questions fixes this final one.

A lot of times people are like, well, I’m not converting my leads to sales, but the problem is in their messaging or their offer positioning or they’re not creating valuable content and growing their audiences or there’s something wrong with their leads. That’s the first step. Now we audit it. Now you have an answer of yes or no to all of these questions. Now we’re going to assess, we’re going to take inventory of everything that you filled out and we’re going to stop at the first question you answered no to. And we’re going to determine where you have the biggest opportunity to improve your marketing process and execution. This will be the first place you’re going to take action before you go on to the next because if you don’t fix the holes, the first one impacts everything else. So if you don’t fix that first hole of having an ideal customer avatar, you can’t do anything else.

So let’s just assess this for a second. For example, if you don’t have a true and clear definition of your ideal customer, well now you can’t create content because you don’t know who you’re creating the content for. You can’t write copy. You can’t write ads. You can’t write emails. You can’t write landing pages because who are you writing it for? How are you going to attract them? You can’t build a funnel. Who are you building it for? What’s the strategy. Who’s it for you? Can’t sell your off marketing will 100% fail. So we’re assessing, do you fall in that bucket? Because if you do, that’s where you start or maybe you fall in the bucket of your offer and its positioning. 

Another question I got was what do you mean by positioning? I mean, how are you describing the benefits, the promise, the features in your offer, and why those are important. A lot of people make the mistake of saying, this is what my offer is. It’s 50 videos and coaching or it’s this membership site where you get this. Nobody cares about those things. People care what those things are going to do for them and how it’s going to solve their problems. So if your offer, isn’t so good that it’s such a no-brainer for your audience then you can build all the audience and leads you want. Nobody’s going to buy it. If your offer is like every other one out there, you’re never going to sell it. And you’re going to be consistently hitting a wall with your results. If you’re not producing free and valuable content, you’re not growing your audience. And those audiences are potential leads in sales. So if you are not putting out valuable content consistently, you’re being drowned in the competition and the chaos and the people who are doing that. You’re losing the opportunity to build trust with your audience and trying to generate those leads in sales is going to feel like you’re walking through mud. 

I got a lot of questions on the webinar where people were like, well can’t I do one or the other can’t I just create valuable organic content or do paid ads. And, it is a somewhat complex question, but in short, no, I think you should be doing both because if you are running ads and you’re generating leads in sales, and then you are putting out zero valuable content, which typically valuable content bleeds into emailing your list and nurturing them with content so that they become buyers. So if you’re running ads, that’s great and you’re getting leads. That’s great, but you’re still leaving money on the table. If you’re not producing free and valuable content, at least one piece of valuable content a week, like a podcast or a video.

Then you’re showing up three to five times on social media a week, one main platform. You don’t have to be on every platform, one main platform. But if you’re not doing that, you are leaving money on the table. Now you can always make the decision of where you should put your resources as a company because sometimes you might have to make the decision of like, I can’t do that. I don’t have the time, but you should be producing free, valuable content because at least, you’re going to use it for the leads that you’re generating with ads. 

The next one is leads. If you’re not generating new leads every day, week, month, then you can’t sell your offer. If you don’t have leads to sell your offer to you, can’t sell your offer. And specifically, if you’re not consistently generating leads, then selling your offer and making sales will be just as sporadic or nonexistent as the lead generation is.

So that one’s a little more obvious, but you have to be generating leads and seeing your email list grow to see your sales grow. In most cases, if you’re not converting those leads into sales, which very few people made it all the way to step number five, again, because, the rest of the steps directly impact this because likely what’s happening here if you’re spending money on ads. You’re putting resources into your marketing and you’re not making it back. So you either have a messaging or a quality issue in your funnel. Most likely this problem will be solved by actually going back and being super honest with yourself about the other questions and addressing one of those problems that I listed before because it’s almost impossible to say, wow, I have the best understanding of my ideal custom where I know them so well, my offer is such a no-brainer that the value is 10 times what I’m charging easy and it’s different than anything else out there I’m consistent. I’m creating consistent insanely valuable content. People are engaging with it. I’m generating leads on my list. They’re engaging with my entire funnel and they’re not buying like that’s pretty rare. Usually, the hole comes before you get to the sales point and it’s directly impacting, impacting that. 

The final piece of this formula is action. So now we’ve audited, we’ve assessed everything and we’ve got the ability to create an action plan. what you’re going to do is assign specific actions to the customized assessment you just walked through for your business. Ideally, I want you listening to this to walk away with three specific actions that you can take, exactly what you’re going to go do based on the audit and the assessment you just did. 

So for example, you said, I don’t have a deep understanding of my ideal customer avatar. Okay, you guys who said no to that, you’re going to go interview 15 people. You’re going to go interview 15 people who are your ideal customer. you’re going to ask them specific questions about their frustrations, dreams, and struggles. You do that and you’ll have a description and you will have a better understanding of who you’re trying to target, who you’re trying to talk to, who you’re trying to create content for than you did before. If you said no to your offer and your offer positioning and that it doesn’t stand out… it’s not irresistible that it wouldn’t be a no-brainer for someone to buy. You have room there, then you’re going to do this. You’re going to list out every single micro problem. Every single one that your ideal customer is facing and then how you’re solving every single one of those problems. There should be like 25 to 50 micro problems, not the big like they want to lose weight, but they don’t have time to grocery shop. They don’t know how to fit their workout in and they don’t know what to do for their workout, the micro problems. 

Then you’re going to make sure that every feature in your offer, you have a direct benefit and it should be like we have these videos so that you can achieve X, Y, Z, and you’re going to have specific clarity on how it’s better than any other offer out there. That’s three actions right there that you could go do. 

If you do these things and it means you need to go change or add components to your offer, do that, do that. It will make a big difference in the selling of your offer. If you’re like, wow, I’m actually not addressing all the problems that my audience has. I need to improve it. If you’re on the valuable content question and you said no to that, because you’re not creating consistent, valuable content, then using your ideal customer average avatar description and the knowledge of what they are struggling with, what they’re frustrated with, what they want, create a content plan that allows you to produce one solid piece of content a week and be active on social media every day.

This is one of the biggest things I beefed up in Market Like A Pro where we’re giving 50 content piece ideas I shared and gave away. For the first time, I broke down my podcast process and the spreadsheet as a template that we use. I put a lot into how to create a successful content plan and not give up all your time with organic social media. So you need to create that content plan that allows you to show up consistently, but also in a reasonable way. Then you have to hold your free content to the standard that it should be so good. Somebody would pay for it. If that’s not the case, how do you make it better? If you got all the way to question four on lead generation, because you’re not generating consist every day, week, month onto your list, then you need to determine what free valuable offer you should be doing to generate leads and build that funnel.

If you have one and it’s not working, then make that offer better. If you’re offering a webinar or you’re offering a PDF and people aren’t downloading it and you’ve tried a bunch of things, maybe the offer isn’t good and you need to adjust that. That’s something also so that I taught in, in Market Like A Pro and I reworked when I worked all the training was how to make sure the offer is irresistible. And this includes a free offer because if your webinar title or your PDF is not what people want, you’re not going to get the leads. Then maybe your next step is launching paid ads to this lead generation funnel to start consistently generating leads. 

If you got to the fifth question and you said no to converting leads to sales, then what you guys can do, because you have leads. If you got all the way here is to go ask your leads why they aren’t buying. go interview them, go survey them, go re-look at your offer, go re-look at the positioning of it. Look at the of it. Look at the way you’re presenting it. Is it overwhelming? Is it not clear? Determine the quality of your leads if you’re not bringing in qualified people. For example, if people have to be at a certain stage or phase or qualification to work with you and you’re not making that upfront in your lead generation, then you’re going to have issues with your sales. So you need to go fix your messaging in your lead generation and make sure you’re not bringing in poor quality leads. Most of the time with offers that aren’t converting and you’re bringing in leads and you’re doing everything else. It does go back to the messaging and the offer positioning. And you think it’s okay, but it’s not. And you need to go back to that. 

So those are all actions that you could go take after auditing your business and creating a customized action for all of those. And this is the other piece I want you guys to understand about this formula. You’re going to repeat this over and over and over and over again. so you’re going to do this one time right now and you probably have actions that you can go take now, and then you’re going to go take those actions and you’re going to come back and you’re going to audit and you’re going to assess, and you’re going to take action and you’re going to keep doing that until your marketing is profitable and converting. And then you’re probably going to continue to do that. Even when your marketing is profitable and converting because I could do this right now.

If I was to do this right now, I would say our creating value I’d wanna increase. And I’d also want to increase our lead gen. Those are the two steps I would stop at and have, we do have actions for it. Even though I have a profitable marketing strategy and I’m accomplishing all these things, I can still go through and audit my marketing strategy and come up with actions to go walk away with. And I think understanding that about marketing is one of the biggest things that’s going to move the needle for you. Once you realize that your goal is not to build a strategy or build a funnel, that’s going to work forever and you can set it and forget it. That will never happen. So throw that out the window and start creating marketing as a dynamic strategy. It’s not static. It’s not a one-time thing and then you’re good to go. It is constant. You’re constantly refining. You’re constantly testing what you refine. And then you’re repeating that process over and over and over again. And you can do it until you’re marketing’s profitable and then you can continue to do it. 

If you commit to that, you will be successful. That is the reality. If you’re able to commit to not moving away from this process and moving towards a throw spaghetti at the wall approach where you’re like, it’s not working, I’m going to try all these random things. I’m going to put up a random post. I’m going to boost that, I’m going to launch a funnel, but I’m not really going to strategize that funnel. That’s what’s killing you and you can easily overwhelm yourself, trying to go address all these areas at once. This is the mistake people make is they audit go through that process and then they go try to fix everyone.

At the same time. The goal is not to fix every piece of your marketing. One at a time it’s to build solid build lean blocks on top of each other, eventually creating that marketing success, that ultimate success. So incorporating that formula and then building the building blocks, becausewhat you’re doing is, is building blocks. You got the first one where you’ve got your messaging, you got your ideal customer, that’s your foundation. And then you build your offer and your positioning on top of that foundation. And then you build your content plan and then your visibility. And this is exactly what I just did with Market Like A Pro. 

This is the way I structured it so that you are not saying being thrown and saying, Hey, create a successful marketing strategy. Here’s every single thing now. Good luck. But you’re building these building blocks that start to create this snowball effect where now you’ve been putting consistent effort in your marketing and what you’ve, what you’ve done is starting to pay off. And the leads that have been on your list for months now, they buy and the audience that’s been following you and you’ve been putting valuable content out consistently. Now they’ve had enough touch. They come to your webinar and they sign up for your offer. You name it. The snowball effect of marketing is extremely powerful and should be what you’re aiming to get to.   Hopefully, you guys found this helpful. A lot of people on the webinar training did. So I just wanted to share this portion. If you still want to check out Market Like A Pro, you can go to joinmarketlikeapro.com to check that out, which essentially builds way on top of this and then combines incredible live support, like auditing your ad account meeting with our messaging coach, getting one on one support with our account manager, your account manager in the program, incredible one-on-one private support so that you can for sure be successful.

So thanks so much for tuning in today, guys. I hope you got lots out of this and I’ll talk to you next week.

Thanks for listening to the, not for lazy marketers podcast. If you love this episode and want deeper support with your marketing head over to helpmystrategy.com to see how Hirsh marketing can help take your marketing to the next level, no matter where you’re at today, we help our clients scale faster than ever find hidden leaks in their funnel experiment with new creative marketing strategies and help their business explode and be more profit old than they ever dreamed possible. Head over to helpmystrategy.com and see if you qualify for a free strategy audit with team Hirsh.

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