The Harsh Reality Of
Marketing Your Business In 2018
(And How Admitting This Truth And Acting On It Can Help You Build A Strong, Stable Method Of Generating Leads, Attracting Customers And Making Money, Now And For Years To Come.)
Scroll down any entrepreneur’s Facebook newsfeed and every five posts, you’ll see the same ads cluttering the place up.
You know the sort:
“Why You Need To Publish A Book And How To Get Yours Written And Published In The Next 7 Days”
“Swipe This Funnel, And In Just Ten Days, You’ll Have More Cash Than You Know What To Do With”
The list goes on…
And we’re not going to insult your intelligence by suggesting that you fall for them; after all, we both know that marketing isn’t as simple as that.
You can’t just learn some marketing stuff and expect it to make a profound and immediate difference to your business.
A couple of reasons:
1. Trust is at an all-time low – the wannabe marketing consultants and the guys riding the wave of GDPR and Cryptocurrency have seen to that; not to mention the people who were teaching everyone that Snapchat was the way to go a couple of years back.
2. Most of what is taught is only related to “information marketing” – you know how it works – an internet marketer uses a webinar to sell you a course on how to make money from a webinar, and the content is just what they used to get you on the webinar in the first place.
The truth is, most people who teach marketing paint this picture of strategies and tactics being a bit like Popeye’s can of spinach: access this information and your business will be instantly transformed.
And because that’s what is taught, that’s what people expect.
Which means that a huge proportion of business owners are always looking for the next shortcut, the new shiny thing and the ‘quick win’.
So let’s level with each other: when it comes
to marketing in 2018, “quick wins” don’t really exist.
It might be that you can trick or fool your market on a short-term basis, but if you’re looking to build a strong, stable and long-lasting business, there really is no shortcut.
So if there are no “quick wins”, what should we all be doing to market our businesses in 2018 and beyond?
In short, we need to be building strong relationships with our customers, prospects and audiences.
As Dan Kennedy says, “Relationship controls the flow of money more than core competencies or deliverables”.
In other words, you won’t build a big, successful business just by being better at what you do, but by working hard on enhancing the relationship you have with people, and increasing the number of people who you have that relationship with.
But here’s the snag: you can’t manufacture relationships, and that’s why successful marketing in 2018 looks a lot more like going to the gym than it does cracking open a can of magic spinach.
Relationships take time to build, and precious few business owners have the patience required to build them.
Even if they do have the patience, the one asset we all struggle with is time, and if you’re running a business then you’ll be no different.
Pretty much all business owners have to wear multiple hats – whether it’s managing the staff, checking the money, liaising with clients and suppliers or helping to deliver the product – which doesn’t leave much time for the relationship building that we’ve already established is one of the most important things we all need to be doing.
Building relationships with your audience is one of the most important activities you could be doing, but you don’t have time to do it. So what can you do about it?
When we started Ideal Result back in June 2015, we started working with business owners in a way that we never had before.
With a hard limit of 42 clients, it was much more possible to get ‘under the bonnet’ and understand exactly what was going on in each business, and what their biggest problems were.
And one of the greatest discoveries was exactly this: so many of our clients didn’t have strong enough relationships with their target market.
Sure, their best customers got lots of facetime, phonecalls and “customer cuddles”, but that was far as it went.
They were investing in relationship, but only with the people who were already spending lots of money with them.
The relationships with their smaller clients and the prospects on their database were non-existent.
So we started fixing that problem, for lots of our clients.
We didn’t implement a complex “funnel”, with a “know, like and trust” sequence, or a tripwire to turn them into “buyers”.
We didn’t get them to write a book to increase their credibility.
We didn’t push them to a brand new social media platform to try and generate leads.
We helped them to create valuable and relevant
content that was sent to their email list, shared
with their social media audience and posted on
their website, every single week.
And this – combined with them growing their email list from the right sources – has had a tremendous impact.
People started replying.
People started commenting.
People started sending in feedback about how useful and entertaining the emails were.
People started calling.
People started buying.
And over time, that simple activity of distributing weekly content created more prospects, more customers and more revenue and profit.
It’s not rocket science. It’s not tremendously complicated. But it works.
But it’s not a superhuman can of spinach. It’s not a quick fix.
And it needs to be done right, because its key aim is to build relationships.
It can’t be a sleazy sales email, or a corporate company newsletter.
It needs to be personal, real and relatable.
And it needs to land in the inbox and anywhere else you’ve got an audience, week after week after week – a constant reminder that you’re there, that you’re the expert and that you’re the solution to your prospects’ problems.
Too many business owners have tried this strategy and given up after failing to get immediate results – they’ve expected to press ‘send’ and see their bank balance rise, but that’s not how it works.
It’s the patient who win in this game, and given that we’re all in the relationship game, it’s definitely one that we all want to win.
So what’s the point here?
Well, it’s simple really: building a big list of the right people, and sending them useful and valuable content WILL help you enhance your relationship with them.
And when it comes to business, relationship is the most important asset you can have.
You see, the reality is that if you’re selling to business owners, you’re probably not selling something that people WANT to buy.
Whether it’s recruitment, or accountancy, or HR, or telecoms, or any number of products or services, the reality is that there is very little desire there for the things business owners need to run their businesses.
They NEED them, but they don’t WANT them. And if you’re selling something that people don’t want, then your relationship with the people you’re selling to becomes the most vital ingredient in getting the sale.
So that’s the first takeaway: regularly communicating with your clients and prospects, and if you’ve got the time, inclination and skill to do it yourself, we suggest you start right away.
But what if you don’t have the time, the skill or the inclination?
What if you’re rushed off your feet with a million and one things to do, and the blinking cursor on a blank Word document is up there with your most feared sights?
That’s where we come in, courtesy of a brand new Ideal Result service called “Copy and Content”.
Here’s how it works:
We build the relationship with your customers for you, by creating relevant and useful content for your email list and social media channels, from scratch.
Over the last three years, we’ve written literally thousands of pieces of content, for our clients and for our own businesses, so it’s fair to say that we know more than a thing or two about writing content that engages, adds value and builds relationships.
And with Copy and Content, we’re putting that expertise at your disposal, giving you the opportunity to have your weekly content carefully crafted by professional marketers and copywriters who really know what it takes to write engaging copy.
Here’s how it works:
1. You send us the germ of an idea, whether it’s a sentence, a news article or a few bulletpoints (if you’re stuck for ideas, we’ll help on that front too).
2. We turn it into a beautifully written, compelling piece of content.
3. It goes out to your database and onto your blog, social media channels and anywhere else you’ve got an audience, enhancing your relationship with that list and bringing them closer to you.
4. We give you on-the-spot guidance to help you make the strategy work, with support via email, Skype and phone.
And that’s that. Rinse and repeat, every single week.
We realise it’s not a proposition that’ll win any awards for ingenuity, but we also know that this is generally the biggest thing missing in most small business marketing.
“Surely Marketing Is More Complicated Than That?”
Well, no, it’s not actually.
In its purest form, marketing is about making your audience aware of your product, bringing them closer to you and increasing your opportunity to sell to them.
But over the last few years, there’s been an explosion of people wanting to teach marketing, and that – combined with the Internet – has meant that there have never been more tactics, strategies, techniques and “funnels” for you to choose from.
And just to be clear, some of them work.
You might have even tried some of them and had success.
But what none of the gurus ever tell you is that the huge majority of clever marketing tactics only work when they’re deployed to an audience that already KNOW, LIKE and TRUST the business that is marketing to them.
In short, they only work when a relationship has been established.
Without relationship, most of the tactics simply won’t work, and that’s why creating and sharing engaging and valuable content is the fundamental first step for your business, regardless of who you are and what you do.
“Is Copy And Content Right For You?”
Just to be absolutely clear, Copy and Content is definitely not right for everyone.
• If you don’t have a list of at least 500 prospects, then Copy and Content isn’t right for you yet.
We’ve got no interest in working with people that won’t see a return on this investment, so you’ll be required to have a decent sized list to be a Copy and Content client.
• If you’re not prepared to invest in list growth, then this strategy won’t work as well as it should.
If you’ve got a decent sized list already, then that’s great, but to really make Copy and Content work for you, then you’ll need to be prepared to grow that list. We’ll give you some advice about how to do that, but the important thing is that you recognise the importance of it.
• If you’re not bought into the concept of ‘content marketing’ and relationship building via email, then that needs to change, and if you’re looking for a ‘quick fix’, this isn’t right for you.
Simply put, ‘content is king’. We’ve all been hearing that phrase for years, but it’s still as true as ever. If you’re able to provide useful and valuable content to your audience, and show up week in, week out, then you’re seven steps ahead of the guy who offers the same service with a radio silence.
For Copy and Content to work for you, you need to recognise and agree with that statement – it won’t work if you don’t buy into it.
“What About GDPR?”
There’s been A LOT of hype about the General Data Protection Regulation that comes into force on May 25th this year, and a lot of people have questioned how this will affect email marketing going forward.
No doubt you’ve heard more opinions on the GDPR impact than you can count on two hands, and that’s because the reality is that – truthfully – no one knows exactly what the new legislation will look like in practice.
But, there is something you can do to protect your business and your data:
Get started with this process.
The more emails you send to your list, and the quicker your database becomes an active, response one, the less you’ll have to worry about GDPR.
If you’re sending regularly to a list that is opening your emails and engaging with them, then the chances are that GDPR won’t impact your business at all.
But wait, and send nothing to them, and the value of your database will diminish, as will your ability to send emails to them without worrying about the repercussions from a data protection perspective.
“I’m Struggling To Get People On
My Email List, Will This Still Work For Me?”
Yes. For two reasons:
Firstly, we’ll help you to get more people on your email list. Because the bigger your email database, and the stronger your relationship, the better your business will be.
Secondly, the content we create for you won’t just be for emails.
That one piece of content can be sent to your list, posted on Facebook, added to LinkedIn and placed on your blog, increasing your reach, and building your audience in multiple places.
“What Are The Alternatives To Copy and Content?”
The truth is that there aren’t many alternatives to Copy and Content – that’s why we’re launching it – but there are a couple:
1. You could write your content yourself
If you like writing, you’re good at writing, you’ve got time to write every single week and you’ve got the dedication to keep at it, then this is a very genuine option. However, experience tells us that if this is you, you’re pretty rare.
2. You could hire a Junior Copywriter for £21,000 a year
We’ve hired copywriters in the past, so we know that’s an option, but it comes with more than its fair share of flaws.
For a start, you don’t know whether they’d be any good; so you could end up going through the pain, hassle and expense of hiring only to have to re-evaluate a month or two down the line.
Secondly, the chances are you probably wouldn’t be able to really make the most of them – have you got enough work to keep a copywriter busy full-time?
Thirdly, there’s a difference between writing engaging email content and compelling sales copy, and few copywriters are good at both, so you’d probably end up with someone who could write killer emails but couldn’t sell anything, or vice versa.
And lastly, it’d be expensive – a £1,750 monthly investment; a fair chunk of change AND a lot more than Copy and Content will ever set you back.
So let’s get onto that – the investment to become a Copy and Content client is just £649 + VAT per month; around a third of what you’d pay a junior copywriter with way less experience.
The truth is that for a lot of Ideal Result clients, this is the only marketing they ever need to do, and we’re sure you’ll agree that less than £650 for an entire monthly marketing budget is very reasonable indeed.
This is the first time we’ve gone out and ‘sold’ Copy and Content though, so we’re going to do a few things to kick it off with a bang:
FAST MOVER BONUS #1 – LIFETIME DISCOUNTHave your application accepted and become a Copy and Content client before Monday 19th February and you’ll get a lifetime discount on your monthly fee, making your investment just £599 + VAT each month.
FAST MOVER BONUS #2 – TWO HOUR STRATEGY SESSIONCome on board before close of play on the 19th and we’ll host you for a two-hour kick-off strategy session at our lovely barn in Meriden; a stone's throw from the M42 and Birmingham International. In the session we’ll do a deep dive on your current marketing activity, and help you come up with a solid marketing plan that’ll help you generate the leads and customers you need to build the business and lifestyle you want.
FAST MOVER BONUS #3 – AUTORESPONDER SEQUENCEAs you build your list this year, you’ll want some tailored email communication that helps your prospects get to know your business and understand what you’re about, bringing them closer to you in the process. We don’t usually offer this service, but as a special bonus for coming on board as a Copy and Content client before Monday 19th February, you’ll get your very own autoresponder sequence crafted for your business.
FAST MOVER BONUS #4 – ENTREPRENEURS NETWORK MEMBERSHIPHave your application accepted before close of play on the 19th and you’ll get your EN membership for free, saving you £69 a month, and giving you access to heaps of business-building content from founder James Sinclair and the EN team.
We trust you see the immense value in these bonuses, and hope it makes it easier for you to make the decision to come on board with Copy and Content, but really the only question you need to ask yourself is this:
“Would my business be in better shape if I distributed useful and valuable content to my contacts every single week?”And if you agree with us that the answer to that question is ‘yes’, then the only other question is this:
Would you like those emails crafted by an expert marketing team, who know what gets engagement and builds relationships AND know how to write content that people love to read, taking the job off your desk in the process and allowing you to get on with doing what you enjoy?
And if the answer to that question is a yes, then Copy and Content is definitely for you, and you need to take action very soon to secure the bonuses we’ve detailed above. But that isn’t quite it, because there are three other key bits of information we need to share with you:
#1 There Are Only 15 Spaces Available.
We want to do this right, and that means starting with a small group of people first, and making sure we deliver immense value to them. That’s why there are only 15 spaces available, and they’re first come, first served. So if you think it could be right for you, you need to submit your application right away.
#2 There’s A Six-Month ‘Gentleman’s Agreement’
As we said earlier, this isn’t a ‘quick fix’ or a silver bullet. It’s like going to the gym, and you may well not see instant results, but over time, you’ll reap the rewards. That’s why we ask for a six-month commitment to the process.
#3 There’s One More Bonus, But You’ll Need To Move Super Fast To Get This One…
Come on board as a Copy and Content client by Monday 19th February and you’ll get the lifetime discount, the autoresponder sequence and the two-hour kick-off session thrown in, but if you act faster, and have your application accepted by Monday 12th February, you’ll get all of this, PLUS you'll get your very own sales letter written for you, by Seb. We don’t do one-off work at Ideal Result – Seb only writes sales letters for our Private Clients, and the few times we’ve quoted for one-off work, a sales letter sits around the £3,000 mark. But if you come on board as a Copy and Content client before 5pm on Monday 12th February, you’ll get a Seb Greenwood sales letter crafted specifically for your business, for free.
We’ve said all we need to say; now it’s your turn to decide if this is right for you.
If you’re not currently sending out regular content…
If you understand that relationship is the most powerful asset in business, and you know that you’re not doing as much as you should be doing to enhance yours with your prospects…
If you like the idea of having regular emails going out to your database, and regular content being pushed out on your social channels...
If you love the idea of that content being crafted for you by a team with a proven track record…
If you want to be like the other Ideal Result clients, who have already reaped the benefits of regular emails, with increases in sales and profits…
…then you need to submit an application today.
You can do that by filling in the short form below and clicking the button.
Once you’ve done that, one of us will be in touch to talk your application through, and if we both agree it’s the right thing, we’ll move forward from there.
Remember, to get the four fast-mover bonuses, you’ll need to have submitted your application by Monday 19th February, and to get to superfast-mover bonus, your application will need to be in by Monday 12th February.
Thanks for reading, and we really hope that this letter is the catalyst you need to make 2018 your best year yet.
Lots of love,
Mark, Thom & Seb