Episode 14

As business owners, our future relies on customers buying the thing that we’re selling. That’s the way that most people would look at it. 

However the accurate way to put this is that our future relies on us selling the thing that customers really want.

It’s not our customers that buy things from us, it’s more about us having the right thing that our customers want to buy and then being able to offer it to them in the:

• Right way
• At the right price
• With the right conditions 
• ...and so on.

All real business owners have tried to sell something before. Maybe in a mass marketing push like a radio ad or on the internet with Google or Facebook Ads. 

If you've tried to sell something but it didn't work... this episode is for you. 

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EPISODE TRANSCRIPT:

The term “mother nature” gets used to describe lots of things that don’t make a whole lot of logical sense. 

When you hear things like “mother nature rules” or “mother nature decides”, that’s the kind of thing I’m talking about. 

‘Mother nature’ itself comes from Greek mythology. At the time and maybe still now, I don’t know… 

The people believed that there was a goddess called Gaia who created herself and then created the earth and the ecosystem all around the earth. Or something like that. 

Obviously I’m not a professor or student of greek mythology but it’s interesting to hear where the term came from. 

Now, let me tell you why I’m talking about this…

It’s What Moves People To Do Things and To Buy Things

As business owners, our future relies on customers buying the thing that we’re selling. That’s the way that most people would look at it. 

However the accurate way to put this is that our future relies on us selling the thing that customers really want.

It’s not our customers that buy things from us, it’s more about us having the right thing that our customers want to buy and then being able to offer it to them in the:

• Right way
• At the right price
• With the right conditions 
• ...and so on. 

Predictions in Marketing.

Before I get into the next bit here in this post I need to say that when I talk about “ads and marketing that work”, I’m only ever talking about Ads that cost you $1 and give you back $2 (there’s a lot more to be said about that but i’ll leave that for another day). 

All real business owners have tried to sell something before. Maybe in a mass marketing push like a radio ad or on the internet with Google or Facebook Ads. 

Now remembering how I judge if a marketing message has worked or not (based on getting MORE than $1 when you spend $1) I know that the majority of Ads businesses put out into the world ARE NOT effective! 

The business owner might feel good about it, and they might love the design or the video or the image or whatever…. But if it didn’t make them more than it costs than it didn’t work. 

To think that someone can write one Ad, put it out into the world and have it be a winning Ad on the first try isn’t realistic.

I’m talking about a winning Ad. Something you can continue to run for weeks and months and maybe years and have it consistently give you $2 for every $1 it’s costing you.  

You might get a couple of customers and then it might fizzle out the next day, that’s not a winning Ad.

Where Mother Nature Comes In

There's a simple reason why it’s not that easy, it’s mother nature. 

How can one person predict what 1,000 people will think without any prior information?

In marketing especially now in the internet age of marketing we talk about Ads in 1,000 people groups. 

It makes no sense to judge anything on what 2 people think, nor 10 nor 100… 1,000 is a more accurate number. 

Predicting how 1,000 people will react when they hear, see or watch an Ad is the job of professional copywriter. Copywriters are the people who write the words that you read or hear an actor or spokesperson or sometimes the business owner say in any Ad. 

Of course, it’s usually the business owner who writes down the words for their own Ads, but when you’re getting into the professional level of marketing it’s usually the job of someone who does it all day every day and has done for years...it’s the copywriter. 

The CEO of a magazine doesn’t decide on what words get written on their front page, they might review it and approve it… but they don’t write it, a copywriter does. 

It’s a copywriters job to try and get inside the heads of 1,000 people and think:

• What is it that they are thinking about? 
• What specific area do I want to focus on?
• What would make this person take the step I want them to take?

There’s a famous expression in marketing by Robert Collier who said: 

“You need to enter the conversation that’s already going on inside the customers head”. 

Reality of Marketing

The reality is that not all Ads hit the target and the further away you are from being a top performing and professional copywriter, the more ideas (more Ads) you will need to throw out into the world. 

Because Mother Nature rules, the opinion of the tribe rules… You need to get 1,000 people to read or hear your message and see what they think, it’s hard to predict mother nature. 

It’s 2021 as I’m writing this and it’s never been easier to test 10 different ideas in the same day. 

Back in Robert Colliers day (mentioned above) it was letters posted in the mail and needing to wait for returns to come back to your office with orders or ‘requests for more info’. Of course they tested different ideas thoroughly still, as everyone should. But today...

You can get it done before lunch. 

Facebook is a great way to reach customers. if you think your customers aren’t there… rethink that and then spend $100 with the right strategy and see what happens. 

I wrote a book on Facebook Ads and have recently updated it. In the book I cover the type of Ad I use 90% of the time and it’s the same type of Ad you should use too if you’re wanting to quickly test a few or 10 or 100 different ideas. 

When I was writing