Today’s topic revolves around a common issue in marketing – when things aren’t working as expected. The reality is that marketing doesn’t always yield immediate results; it often requires optimization and perseverance. Many marketers give up too soon, not realizing that success is within reach if they stick with it. In today’s episode, I share my approach to solving this problem. By understanding their experience, their objections, and their motivations, you can uncover the key to successful marketing. Listen in to discover the secret sauce behind turning marketing struggles into success stories. If you’re looking to make the most of the remaining days of the year and elevate your marketing game, this is a must listen.  _________________________ Ways I can support: [FREE] Get a weekly behind-the-scenes look at what is getting our clients’ insane results in real-time delivered straight to your inbox: https://www.notforlazymarketers.com/newsletter  Tired of inconsistent revenue & marketing strategies that leave you overwhelmed? Apply & book a call to see how we can help: http://helpmystrategy.com

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READ THE EPISODE TRANSCRIPT

Emily Hirsh Hello, everybody. Welcome back to the podcast. Happy Thursday. If you are tuning in live, I’m feeling really excited about this month. I don’t know. I don’t know if you’re feeling it too. Something in the energy of like, it’s gonna be a good month. I don’t know. I feel really good about it. I am feeling really good today, especially. I had an amazing session yesterday, with somebody named Samson who’s in Austin and I’ve been working with him one on one doing breathwork, like somatic therapy, which is basically like body therapy. It’s really hard to describe you, you basically like shake and release energy in your body and it’s the weirdest thing, but it’s so incredibly effective. I’ve tried a lot of things and I love breathwork and body work like this. It’s just so powerful. And so I did like a two hour session yesterday and it was really amazing. So I’m coming off that and then I woke up and I went across it and I got pr numbers on my back squat, my strict press and my dead lift all three I pr and I was so pumped because I haven’t been, I, I worked out like three times a week when I was traveling, which normally I do five or more. So I thought for sure there was no way I was gonna come in and just like pr because I hadn’t been weightlifting as much the last six weeks. So I’m pumped about that and I’m feeling really good and I’m feeling just so grounded, so clear, so connected to myself and my intuition, I don’t know, feel really good.    So anyways, today’s episode is inspired because I spent this morning going through and catching up most of my communication if you’re a CEO, especially if you have a team, you know how backlogged that can get and like email slack text messages. And I’ve learned over the years to batch it and to leave things unread and not try to constantly be caught up. And so some days if I have a really busy day or like yesterday, I had that session and I didn’t really, I wasn’t able to go back in, in the mental space and like, answer a bunch of things. And so I just leave it until the next day. And I’ve learned, you know, it’s not actually as urgent as we make it think or as we make it seem in our minds and we’ll be ok. And so I caught up all the communication and one of those things is every one of our done for you clients has a Slack channel and their team is in it and then I’m in the channel and this has been, it’s been this way for maybe this year ever since I kind of got way back involved in my delivery and, and rebuilt a lot of processing team and whatnot. And I really like it. I don’t feel like I have to be fully caught up all the time on it, which isn’t the point I could spend all day because we have like 60 plus clients. And so there’s 60 plus channels but I’m able to go through in like a 30 minute period and sweep through it. And our account managers will oftentimes post an update and say, you know, here’s the data and here’s like the bulleted actions of what I’m doing, you know, to improve XYZ number or to improve sales audit, the webinar audit the email sequence. Here’s the strategy idea I have and it allows me to spend two minutes and weigh in if I see an opportunity to weigh in with my own strategy advice. And so our clients don’t know this, but now you do. I know everything that’s going on in the back end and I have an insane memory. Like that’s a skill of mine that I get complimented on all the time. I can remember like six months ago when you said this and you did this and this happened or that client who has this offer at this price and this launch, like, I don’t know what it is, but I, I have a crazy good memory. So I can remember like, 02 months ago this happened and that strategy didn’t work and this one did. So you should do this. And so my team loves it when I do this. They’re like, how did you remember that? Anyways, I went through and I gave some advice on a couple of our client channels that I felt like I wanted to weigh in on some additional things. And I thought I would share here where my mentality is when I’m giving that advice. And so this episode is what to do if your marketing isn’t working because the reality with marketing is actually most of the time, it doesn’t work right away. Most of the time it requires optimization. Most of the time you can get a piece of your marketing working, but the sales aren’t where you want them to be. And the true marketers and the true skill and the true like grit comes in when you push through and you get it to work because marketing will always work. It is a formula. You get those things right? You nail those things and you will create success and this is I not believe it. I know it to be true. But the thing is most of the time, people don’t wait long enough to create the success they give up too soon. They give up a month in or even two months in. And it’s like in the long, big picture of a decade plus business, two months is nothing, three months is nothing you need to commit to it. And you’re probably going to experience something where you get a part of your marketing working. Like I said, you’re getting liens or you’re getting traffic and then you’re not getting the sales yet. And this is where a lot of agencies will be like, well, good luck, like you’re not getting sales and we’re bringing you leads. So you gotta go figure it out and for us like it does not stop there because getting the leads is not that hard. I mean, it can take a little bit of refinement to get them at the cost that you want and the messaging, but what’s really hard is converting them to sales, especially if it’s a newer offer. So when something isn’t working, that’s where the true marketing steps in and that’s where it starts really because it’s easy to get something up and then cross your fingers and hope it works. And every single situation when I have something not working and presented to me, this is what I look at. I put myself in the shoes of that person So I, I, if a lead is not converting to sales, I put myself in the shoes of that person, I think about the experience where they are at, when they, you know, got to that point in the customer journey, what they’re feeling, what it, you know, what it’s been like, what they could be thinking, what they could be doing and that’s how I come up with solutions. And so when an offer isn’t converting, I will put myself into the position of the leads and I will think about what happened right before they got pitched the offer. What happened when they got pitched the offer? And you know, did they feel urgency? Were there a lot of objections? Did they feel called to buy right now? And what, what do we need to change around that? And so a couple of my pieces of advice, actually, most of them today that I weighed in on and the team was already on track with this, but I wanted to weigh in on a couple of things was honestly around offer positioning and it was around creating more urgency and being able to explain like specifically one of my suggestions for an offer that wasn’t converting as high as we wanted it to was because I said, I think that if you put yourself in the shoes of that lead, when they get presented this offer, they can’t see the road map and the path to achieving success because it’s a yearlong membership because it’s a longer offer. And so you’re presenting them this year-long membership and they’re thinking in their head. Well, what if I sign up and don’t use it? How long is it gonna take me to get results? And I might waste money and I don’t trust myself to stay committed to this. Right. So they have all these objections and we need to meet them with those objections and knock them down with bonuses with urgency with communication, with offer positioning and, and I said, you know, see how open the client is to this. But that could actually mean shifting the offer so that cold traffic, in this particular case, cold traffic is presented with a step down of an offer. And then those people are ascended into her year long membership. And you know, this is very custom advice, right? You can’t sit here and say, OK, if your webinar isn’t converting, now, I want you to all change your offer to something different for code traffic or you can’t promote, you know, a year long membership to code traffic. This was specific to this client, her strategy, her numbers, her business and also her audience because her audience was very specific. It was not an audience in actually the B to B space, it was B to C. And so how I provide the advice is I look at the journey that people are going through and especially the communication they’re receiving in that journey, how we’re talking to them, how we’re making them feel, how we are presenting the offer, how we are helping them overcome objections to the offer and where we can improve. And I put myself in that person’s place. And then that’s how I come up with suggestions every single time. And most of the time the suggestions are related to and around messaging. So communication, how the offer is being presented, how we are talking about the, the frustrations, the pain, the desire that it’s addressing. And a lot of times that’s where the refinement comes. In this particular case, I actually think there’s an opportunity to do a different offer. So shift the funnel strategy to go webinar, step down like offer that doesn’t last a year. So someone can get a win and then move into the yearlong membership. Because also if you put yourself in this position, this is actually a proven offer. This client sells this offer frequently to her warm traffic. But that also makes sense, right? If you’re warm traffic, if you know this client and their brand, it’s a lot easier to commit to a yearlong membership because you have that relationship. But if you don’t, it might be harder. So I’m putting myself again in the position of that person and going OK, I just found her, I just watched this webinar for the first time. I’ve never been in her world before. I don’t know her. I don’t trust her. I don’t have a relationship with her. And so I’m going to be more hesitant to buy this year-long membership. So now we have like a list of five different things that we’re gonna bring to the client and address and, and brainstorm and get their feedback and see what they’re open to and she may or may not want to try a different offer. But my point being if your marketing is not working, the first thing you need to do is figure out where’s the drop-off? Where are people stopping taking the action you want them to take? Is it the landing page turning into leads? Is it the leads converting to sales? Is it them filling out an application? Put yourself in their shoes? Look at how they’re being communicated to look at the experience they’re going through, look at how deep your relationship is or isn’t with them and what you need to do to help them overcome what’s stopping them from taking the action. I’ll give you another example. That’s actually my own business. Same thing. Marketing team. We do a marketing meeting. We’re talking about how we get so many leads and we get so many, you know, warm audience. I’m constantly growing my leads, my list, my audience, we’re running visibility ads, we’re running lead gen ads every single day because we follow our process and we’ve actually always struggled with our retargeting ads. So targeting people from like our list or who have listened to the podcast straight to our application and for a little while, we just kind of stopped running them because we’re like, well, they’re not really converting like emails doing better. We’ll just stick to that. And then I was like, wait a second, why do we think they’re not working because these people are quality leads? But if you think about it, if you go from Facebook or Instagram and you go to our application, well, our application is pretty in depth. It probably takes you five minutes to fill out and we want it to be in depth. That’s not a bad thing because we want to get all the intel. We wanna make sure you’re qualified. We don’t want to waste your time on a call. We don’t want to waste our time on a call. Like we want to respect everybody’s time and be fully transparent with price. But we also need to get intel about your business. We’re not gonna just send you us personally. Our strategy is not to just send someone to a call, booking link because that could lead to a lot of wasted time for both parties. So we have an in depth application. But if you think about the experience, somebody from Facebook or Instagram scrolling their feet at night sees an ad for an application goes to the application and if it’s gonna take them five plus minutes to fill out, there’s a high chance they’re not gonna have time to do that right now or they’re not gonna want to do that if I think about my own behavior, if I go to an e-commerce product and I have to go find my wallet to get my credit card. I’m not gonna do it. I’m laying in bed or I’m on the couch or I’m doing something like I’m not gonna get up, my wallet’s usually in the car in the garage and go out and get my wallet. Right. And so I put myself in the shoes of our ideal customer and I said, and of the lead who’s seen that ad? And I said, you know, I think why it’s not working is that our application is too long for somebody to fill out from an ad. Now, that doesn’t mean shortening the application, you have to dig deeper than that. We still want the application that we have. That is a very good process that gets out the information we need to have a productive call. But what if we met them where they’re at with a step lower? And we had them come into our D MS and then from there, we could talk to them a little bit and then send them their application and now we have leads. So that’s what we switched to do and it’s working better, right? And so how I came up with that solution, which even for my own business that is converting and that is working and we’re having our best launches and our best months, there’s still opportunity for improvement and how I came up with the solution. And what we were gonna do was I looked at the experience and in this case, it wasn’t the messaging, it was the actual experience. It was as simple as I don’t think someone wants to go from their Instagram feed to filling out a 5 to 67 minute application because they’re gonna get distracted, you know, they have whatever going on around them. That’s a simple fix. And also note that I didn’t address it by saying, let’s shorten the application or let’s go straight to book a call because that’s gonna have its own repercussions, right? We’re gonna have less quality leads, we’re going to have you know, people wasting their time. So that wasn’t the solution, but we came up with a solution that we could do that would meet them where they’re at and create the experience they need to create, but still achieve the outcome we’re trying to achieve. So moral of all of this is if something in your marketing is not converting the first place, you need to look at what you need to do is put yourself in the place of the person, the lead, the audience who is going through the experience and where they’re stopping where they’re dropping off, where they’re not taking the action you want them to take and ask yourself what can I change about the experience or the communication in order to get them to take that action, why aren’t they taking the action? What is it? Is it confusion? Is it fear? Is it not enough desire for them? It’s like they don’t believe it’s going to solve their problem. It’s one of those things and fix that and tweak that and change that and continue to do that and you will create success in your marketing. So if you listen to this episode and you’re like, damn, I want that team on my marketing because I’m telling you every client we work with gets results. Some, it takes three months, some, it takes six months, some, it takes one month. But you commit to this process and you can hear the tone in my voice. I know we can create success for you because it’s a process. Marketing is not luck, it’s a process and it’s refinement and its optimization and sometimes it’s patience to achieve that. So if you want that support and now you know the secret of, I know all of our clients and all your strategies and I do weigh in and it takes, what’s amazing about this process is it takes me two minutes. I sent like a, I sent a three minute voice message on that Slack channel with a bunch of ideas for that client. The account manager is gonna take it to the client and they don’t even know that I gave some of those ideas. She gave some of those ideas. That’s an amazing level of collaboration and value because you’re getting more than one person’s opinion and thoughts and critical thinking into your account. So you can go to help my strategy dot com. If you want to explore working with us, we have some spots opened up for September and I would love to support your business, especially with this remaining, you know, like 100 and 15 days left of the year. Let’s make them count. And let’s get that marketing working because it’s honestly more important than ever that you have consistency with your marketing, your audience, your leads, your sales. So, all right, everybody. Thank you so much for tuning in and I will talk to you all next week.