508: Marketing Is _____ But It’s Not ______ – Marketing Secrets Nobody Tells You Series #4

It’s day 4 of the series Marketing Secrets Nobody Tells You, and I’m dropping a huge truth bomb. Marketing is NOT easy, but it IS simple. Successful entrepreneurs and business owners face challenges, failures, and roadblocks, even if it may not be apparent to you on the outside. 

Avoiding the pursuit of ease and complexity in marketing and business strategies is crucial to your success. Instead, start with simple tactics and assets that demonstrate the business’s value propositions and concentrate on simplicity, which leads to success.

If you’ve ever felt like marketing is easy for everyone except you, tune in. I’m easing those fears, and sharing personal examples of how I grew my business to nearly seven figures using simple networking, Facebook ads, and referrals.


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Emily Hirsh:

And every single time you talk to someone, there is some challenge or failure or roadblock or speed bump or something that they’re facing. It doesn’t matter. All their success there is something they’re facing that’s challenging and that is not easy.

You are listening to the Not For Lazy Marketers Podcast, episode number 508.

All right you guys. Welcome back to the podcast. We are on episode number four of this five part series of Marketing Secrets. Nobody really tells you, I am as usual having so much fun putting this series together. So there’s been three episodes, each one sharing a secret nobody really talks about. I’ve had a mix of tactical info in them in tactical strategies as well as some rants and mindset and just overall secrets. And today’s definitely gonna fall in the category of, I don’t think it’s a rant necessarily, but it is a secret. It’s something that nobody really talks about in all of them. I’ve given you an action to go take so you can actually apply what I’m saying into your business and your marketing. And the one thing I ask if you have enjoyed any part of this series and content is that you share it.

You share it on social media, send it to a friend. If you do share it on social media, tag me so I can thank you. But that obviously helps me get my content to reach more people and have that impact. Okay, so let’s dive into today. Today’s secret is the simple statement, which goes well with it that I want you guys always to come back to in your marketing and you could actually fill in the blank of business for the word marketing in this, which is, marketing is not easy, but it is simple. And the secret I’m sharing here is, is kind of more so along the lines of when you see something that looks really easy for somebody else, you see a business crushing it in your space. You see, you know, someone doing so well, making a lot of money and it looks and appears really easy on the outside.

It never actually is. Or maybe there’s a chance it feels easy in that moment for them, but long term it’s not because ease. You know, marketing and business is not meant to be easy. If everybody, if it was easy, everybody would do it and then therefore it wouldn’t be as valuable. And rewarding of a skill and accomplishment. And I was thinking about the other day how I have a lot of incredible entrepreneur friends, an amazing network of people both who I talk to all the time and some who I talk to very infrequently. But when we do, they’re really great deep conversations. And these are all people who on the outside, they’re not trying to make it look easy, but you see their success because they are successful. They are very successful people and business owners. And every single time you talk to someone, there is some challenge or failure or roadblock or speed bump or something that they’re facing.

It doesn’t matter all their success there is something they’re facing that’s challenging. And that is not easy. And so you don’t always see that because it, it doesn’t necessarily, not that people are trying to hide it, it doesn’t serve people to constantly talk about that. But I think it’s important for you to realize it’s always there, even myself, when you see me have or do something successful or it comes across successful to you, I have a lot of success. I do a lot of things right, but equal amount, I have a lot of failures or things that don’t work or don’t go how I wanted it or an unexpected thing thrown my way. And that is the nature of marketing and business. And so understanding that that’s normal and not trying to avoid that or prevent that from happening or feeling like you are failing when that happens, but understand that that’s normal.

So if we focus on the fact that marketing is not easy, but it’s simple, what does that mean for your business? First of all, it means you have to stop chasing ease. Ease is never the goal. If you’re going into this for ease, and I say this with like, you can hire a team to make it easy for you. I would hope marketing feels easy for our clients. It does feel easy for our clients, but that’s because we’re doing the work and we are constantly refining and optimizing and shifting and changing and trying things and pivoting and adapting and collaborating with our clients. But it’s not easy in the sense of build a strategy one time, launch it, it’s gonna be successful. And I think that people have come to realize this over the recent years, but there was, there is definitely a movement in the online space of online equals easy.

It, it means automation, it means work for me. It means once I build something, it’s set. And, and this is true for business. Like there is no such thing as automation. I talked about this in yesterday’s episode, so you can go back and listen to that. But simplicity is the goal because simple does equal success. And complexity equals failure because it never works. And so I think sometimes because we know that marketing isn’t easy and it has a lot of components and elements to it, we sometimes overcomplicate what we’re doing because we think that means success. But marketing doesn’t actually mean complexity. And so you don’t need a complicated sales funnel strategy with like 15 steps and 45 emails and seven different offers. And I’m obviously being sarcastic and exaggerated here, but even half that you don’t need because the, the root foundational success comes from the very simple tactics, strategies and assets.

Once you get to a place which is usually around seven figures, where you’ve created success out of those simple forms of marketing, then you get to scale and improve and increase what you’re doing and add the more bells and whistles. So let me give you a tactical example. I built my business to almost seven figures, which this was also, you know, five years ago. So things have changed, but I at that time did majority of my client in business building through networking. And then I did paid ads, which was primarily just simple lead generation brand awareness and my podcast. So I grew my business to a million dollars with my podcast, simple Facebook ads. I love Facebook ads because they sped up my growth. So it allowed me to reach so many people, faster paid ads, does equal speed, and then a lot of networking and referrals and conversations and bringing people in who were the right fit.

That’s how I built my business to seven figures. Now I’m able to have all these live launches and I added additional products and I have different things, but the initial like foundational success of proving my offers, proving my business came from a lot of simple tactics. So always remembering that sometimes people get caught up in maybe I need to have this like ninja hack or this special strategy or this secret targeting or whatever. And that’s gonna be the difference between my current reality of not being successful in success, but that’s not typically the case. Success comes from that simple foundation. Then you get to scale still with simplicity, but then you get to add in some of those bells and whistles. And I would define bells and whistles as like upsells, downsells you know, adding in text message marketing and all these different things and components.

They’re not gonna make or break success. They’re just going to build upon an already successful foundation. And so if we look at marketing and we say, okay, marketing is simple, what is it? What is the simple thing we’re trying to achieve with marketing? When you boil it down, this is what I believe and this is how I look at marketing, is you’re creating an experience. And this is what helps me develop custom strategies. This is what helps me to answer questions that people have around their marketing so quickly is because I view everything in marketing as an experience. You are creating an experience for your audience and your leads and over time and over an experience, you wanna bring them into being a paying customer for your product service, whatever. And so you have to look at where whatever element of your marketing you’re looking at and whatever point in the experience you’re looking at, and what is that experience you wanna create.

So if it’s your organic social media, okay, somebody’s scrolling Instagram at night or in the middle of the day or you know, they’ve got all this content being thrown at them, what’s the experience you wanna create? What type of content do you wanna create? What’s gonna stop people? What’s gonna get them to actually consume, connect, pay? And then you look at your funnel strategy, what’s the experience you need to create to take somebody who is not a lead yet and then become a lead? What’s that offer? What’s that thing they want from there? What’s the experience? What’s the experience of the webinar? What’s the experience of the lead magnet? What’s the experience of the, of the email sequence that’s going to bring them into being a paying customer at the end of the day? That’s how I look at marketing, that’s how I customize it.

Because when I look at someone’s marketing and they tell me, oh yeah, I’m gonna do you know, a 90 minute webinar or I’m gonna do a challenge, and I’m like, but your audience would never want that. They don’t have time for a 90 minute webinar. Or they, they would never participate in a challenge. They don’t have time for that. And people are so caught on doing that because they saw it work for somebody else that they can’t see that that’s not the right experience for their audience. And this is how I get into very customized strategies. They’re all based on foundational principles that work, but they’re made for your audience. Okay? And so if you’re overwhelmed with your marketing and what you should do next, take a step back and just ask yourself, what’s the experience I’m trying to create with this initiative, with this project, with this strategy, with this funnel, with whatever you’re working on, what’s the experience?

And that will usually answer your questions. And the beautiful thing about that is what it also does is it allows you to bring in things that are very unique to you. And this is where some of my most successful clients have tried things and done things that are like, I just had this idea and I wanna try it because I think my audience would love this. And I’ve done things like this, like my open house that I do. If you’re, you know, interested in working with Hersh marketing, okay we’re gonna do an open house. Like we’ve tried so many different things like that that come from what’s the experience we’re trying to create? How are we trying to make people feel? And also what type of experience to realizing either a different path or what they’re doing wrong, you know, as it relates to mistakes or, or ways they’re gonna get to their success.

Because if I can give someone a transformation of their mind and seen a better path seeing success, my offers also become a no-brainer. So I also have here what the top three drivers to successful marketing is. Like what are those simple things? And those three things And, and typically like if you have marketing that isn’t working or you’re working on your marketing, you’re building a strategy, it’s remembering that these three things hold majority of the weight to your success. The rest is really just tip of the iceberg. Okay? A lot of these I’ve talked about in the previous episodes. So go back and listen to those in this series cuz I’ve dug deeper on each of these. But the first one is messaging and communication. This is by far, this was episode number two. I dove deep into messaging, I defined messaging, I gave you guys some strategies for it.

 But most of the time if something isn’t working, it lies in that messaging and communication because it’s challenging. That’s why it’s not easy. It takes constant refinement. Getting your messaging in the way you communicate to your audience, to your leads, to your potential customers, and getting it boiled down to a very simple, clear and results driven place. Takes refinement, takes time, takes practice, takes, having feedback and then implementing that feedback and constantly adapting and adjusting. So messaging, which is just communication in the form of written video content, your webinars, all of those things is your messaging that is a huge driver to your marketing success. And what you’re always trying to accomplish with your messaging is simplicity, clarity, and results driven. And so when somebody reads something of yours or watches a webinar or watches a video, you want it to be very simple and very clear that they can understand it.

I actually told this to a, a launcher funnel live member the other day. As I said, I want you to actually go find someone who isn’t your ideal customer and ask them if they understand what your offer is because your offer should be so simple that a 10 year old could understand what it is. And if you can get it explained clearly enough in that way, it will likely convert. And then the other piece to pair with that is results driven. Way too often do we talk about all of our marketing in a very, like, here’s the ingredients label way, and this is true for your, you know, free offer of download this lead magnet, your webinar. This is true for paid offers. This is true across the board. People don’t care about the details of like, let me give you the list of what it is.

It’s what does that mean for me? Okay? I don’t care about what I’m gonna learn if I don’t know what I’m gonna learn is gonna help me be able to do. And this is, you know, constant refinement related to this. And you’ll likely over time develop the skill to get better and better at this. And to spot when you’re not doing this. Typically when I say something like this, every single time I get messages from people who are like, I thought I was doing this and I’m not. And it just clicked for me and I’m, and I went back to my marketing and I was able to, you know, refine it, which is normal. The second biggest driver to your successful marketing is your strategy and specifically a custom strategy. So something that was created for your ideal customer. That doesn’t mean complex, that doesn’t mean a super complicated 15 step funnel.

It means are you putting something out there that your ideal customer wants and is actually going to consume and have a positive experience with? And so if your ideal customer doesn’t want a challenge, don’t make a challenge. If the best way to communicate your content and your method and the way to move them to your offer is not a webinar, don’t do a webinar. And a lot of times this is where the testing comes in too, because you don’t know. But what the biggest mistake I see people make is they go look at a strategy that somebody else did, somebody successful who is obviously not the same audience, not the same offer, not the same person as them, and then try to replicate it exact, it never ever works. The foundation of it might work, the concept of doing a webinar might work for you and might be the right move for you, but you’ve gotta make it your own.

You’ve gotta make it the right experience for your ideal customer. The third biggest driver to your successful marketing, which this was episode number one, if you wanna go back and listen to it, is your offer. And people do not look at this enough as it relates to marketing. They think this is completely separate and it’s not because you can have the best marketing in the world and if your offer is not good or it doesn’t nail what your audience actually wants in solving their problem and speaking to their desires and their frustrations, it’s not gonna convert, especially in today’s industry where buyer hesitancy is higher. So the top three drivers to your successful marketing are your messaging, your custom strategy, and your offer. Those things are all very simple, very foundational. It’s not targeting hacks, it is not, you know, text message marketing, it’s not using many chat, it’s not using anything advanced and techy and you know, over the top it’s foundational.

Now these things are not easy. And that’s what the secret I was trying to get across in, in this episode is that it doesn’t mean just because it’s simple doesn’t mean it’s easy. It takes refinement, it takes failing, it takes trying. Again, go back and listen to yesterday’s episode about that. It takes refinement, optimization, trying something, having it not work, trying something new and continually doing that. And it’s not going to work typically right out the gate unless you’ve done this before. So when you see someone who has a strategy and it looks really easy and they, you know, post something or they launch something and it’s like, oh my gosh, how do they make so money, so much money outside the gate? I’ve already said this in another episode, but I’ll say it again. Here’s why. Number one, they’ve done it hundreds of times.

Number two, they’ve spent probably a decade building an audience of people who will buy anything they put out because that’s the value of your warm audience. That’s the value and the payoff of consistency. That doesn’t mean easy. You see them have a easy quote, easy launch, which there’s problems in every launch. So you’re also not seeing that, but you see them have a successful launch. And what you’re not taking into account is the years and years of consistency that earned them the right to have that successful launch. Okay? Business is not easy, marketing is not easy despite people wanting to make it seem that way. And the reason people wanna make it seem that way is because you guys buy into it. Humans do we all want the easy button? We want it for health, we want it for business, we want it for everything because wouldn’t that be nice?

But true success takes work, it takes grit, it takes buckling down and getting it done and then earning the right to then get to the next level. But while you do that, you can keep it very simple, very streamlined, and you don’t have to overcomplicate things because the magic happens in the refinement and the improvement of the simple things that move the needle. So my action for you guys today is to take those top three drivers, your messaging, your strategy, and your offer, and ask yourself, what are three things I could do to improve one or all of these? And those are actually in order too because well actually no, I would say offer is number one, but a lot of times you can’t figure out your offer until you have the messaging. So you need to know your offer, but sometimes you get clear on your messaging and you get clear on your ideal customer and it changes your offer.

And that happens to a lot of people who go through my content because they realize, oh, I’m missing a whole part of my offer that would solve their problems. So look at those three things. You’re messaging your strategy and your offer and ask yourself, what are three things I could do right now to actually improve those and to bring those from where they are today to the next level? That’s where you focus and you stay focused on that and you keep it simple and you don’t chase ease. All right, everybody. I do wanna mention if you heard about this in a previous episode, or this is the first one. We have our v i P experience that we launched this week and we are taking people in May five businesses only. And this is truly like a very exciting offer for me because I feel like it’s gonna make such a huge impact on the businesses who do choose to move forward with this.

So basically it combines a half-ish v i p day with me where we’re gonna deep dive on your strategy. We’re gonna look at messaging, strategy, organic, paid every single stone uncovered in your business to be able to get you to the goals that you want. And then we’re gonna define that strategy together, you and me. So this is me personally doing the strategy for these five businesses. And then I’m gonna bring my team in and we’re gonna build every asset out in three days. So that means all of your funnel copy, all of your email copy, all of the tech work, building your funnel pages, all the ad copy, we’re actually gonna give you video requests on day one. And then during the three days you’re gonna record it and we’re gonna edit it so that by the end of the three days you have fully fleshed out, like 10 outta 10 elite level marketing strategy, covering organic funnel, paid everything, and then you have every asset built out for that, which takes people so many months and so much time to be able to do that.

So you have your funnel, you have your emails, you have ad copy, you have social posts, you have videos done and edited, you have ad copy, you have ad creative all in three days. And so we already have some spots taken. This will be five in May. Obviously very labor intensive for us. It’s basically like having a full marketing team, snapping your fingers and having that. So if you’re interested in that, we have a really simple application for you to fill out at, not for lazy marketers.com/v p. From there, we’re gonna get on a call with you because I wanna make sure that if you invest in this, it’s the right decision for your business. It’s the best next move. And so you have nothing to lose. Filling out the application and exploring that if that level of strategy and that quick turnaround of assets and results would make a massive difference for your business, I would go check that out. If you have any questions, feel free to DM me on Instagram and I will be back. We will be releasing the fifth episode of this series on Monday, so look out for that and then we’ll go back to regular tuning podcast. Thanks so much guys, I’ll talk to you then.

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 profitable than they ever dreamed possible. Head over to helpmystrategy.com and see if you qualify for a free strategy audit with Team Hirsh.