WEBVTT 1 00:00:00.000 --> 00:00:13.000 What's going on, everyone? In this short video, I want to tell you a story about how you can position your marketing in a way that gets a lot more people to respond to it independent of whether you may like it or not. 2 00:00:13.000 --> 00:00:20.000 Welcome to the game where we talk about how to get more customers, how to make more progress, how to keep them longer, and the many failures and lessons we have learned along the way. 3 00:00:20.000 --> 00:00:22.000 Hope you enjoy and subscribe. 4 00:00:22.000 --> 00:00:29.000 When I was starting out, I struggled to get people to buy what I knew would help them. 5 00:00:29.000 --> 00:00:39.000 When I started in fitness, I wanted to say, hey, there's a sustainable way to look the way you want to look. You just need to learn how to count your macros and do resistance training. 6 00:00:39.000 --> 00:00:41.000 If you do that, you look the way you want to look. 7 00:00:41.000 --> 00:00:48.000 But for whatever reason, my marketing that talked about that, because I knew it was true, didn't get people to respond. 8 00:00:48.000 --> 00:00:53.000 And I didn't get any new customers, even though I knew I was saying the truth. 9 00:00:53.000 --> 00:01:05.000 And later on in my career, before I learned this lesson, I was doing marketing for a dentist, and I was running ads, and we had landing pages that we had built, and it was working. 10 00:01:05.000 --> 00:01:12.000 And he called me up furious, and he was like, this looks horrible. This is terrible for my brand. I would never sign up for something like this. 11 00:01:12.000 --> 00:01:17.000 And I was like, well, it's a good thing that you're not your customers. You already have nice teeth. 12 00:01:17.000 --> 00:01:25.000 And so the story that drove this home for me was a story that's become famous in our community called The Ham and the Garlic. 13 00:01:25.000 --> 00:01:35.000 And so the way the story goes is there's a little kid, and he was incredibly excited to please his dad. 14 00:01:35.000 --> 00:01:41.000 And his dad, one day, decides to give him a dog, and says, listen son, you've got to take good care of this dog. 15 00:01:41.000 --> 00:01:44.000 And if you don't take good care of the dog, then it means you're not responsible. 16 00:01:44.000 --> 00:01:46.000 So you've got to take good care of it if we're going to buy it. 17 00:01:46.000 --> 00:01:48.000 And he says, okay, so he gives him the dog. 18 00:01:48.000 --> 00:01:51.000 And so one day the dad goes to work a couple of weeks later. 19 00:01:51.000 --> 00:01:56.000 And the kid sees the dog he's playing with him, and he notices he's got a takes hold over him. 20 00:01:56.000 --> 00:01:59.000 And he's like, oh my god, he's super distraught. He's like, what am I going to do? What am I going to do? 21 00:01:59.000 --> 00:02:03.000 And so he runs over into the other room who's grandmother who's looking after him while his dad's at work. 22 00:02:03.000 --> 00:02:08.000 And he says grandma, like, what do I do? The dog's got ticks all over him. 23 00:02:08.000 --> 00:02:13.000 And the grandma says, ah, me whole, you just have to give the dog some garlic. 24 00:02:13.000 --> 00:02:17.000 All right, so go feed him some garlic. And then the ticks, you know, we'll go away. 25 00:02:17.000 --> 00:02:20.000 And so the kid goes and he tries to feed the dog garlic. 26 00:02:20.000 --> 00:02:24.000 And you know, the dog's moving his head because he smells like garlic. It was when he ate it, right? 27 00:02:24.000 --> 00:02:29.000 And so he goes back to the grandmother and says, grandma, I tried the garlic. 28 00:02:29.000 --> 00:02:34.000 He didn't work. What do I do? And she says, me all, did you just try and give him the garlic straight up? 29 00:02:34.000 --> 00:02:39.000 And he's like, yeah, he's just, ah, you have to wrap it in ham. 30 00:02:39.000 --> 00:02:44.000 Wrap it in ham first, then feed it to the dog. And so he's like, okay, so he wraps it in ham and goes to the dog. 31 00:02:44.000 --> 00:02:50.000 The dog eats it and then a couple, you know, an hour later the ticks start crawling up the wall 32 00:02:50.000 --> 00:02:54.000 because it's the dog starts, you know, sweating our garlic, whatever, right? 33 00:02:54.000 --> 00:03:00.000 And the kid feels saved because the dog is taken care of and the dead still is proud of him, et cetera. 34 00:03:00.000 --> 00:03:06.000 But the moral of the story is that you have to give people what they want in order to give them what they need. 35 00:03:06.000 --> 00:03:10.000 And so many times people are not at the perspective from which they don't have the perspective. 36 00:03:10.000 --> 00:03:14.000 They don't have the context to understand what you're saying because you are already in the know. 37 00:03:14.000 --> 00:03:23.000 Most of the nation real quick, if you are a business owner that has a big old business and wants to get to a much bigger business, 38 00:03:23.000 --> 00:03:26.000 going to $50 million plus we would love to talk to you. 39 00:03:26.000 --> 00:03:31.000 And if you like that, we would like to hear more about it. Go to acquisition.com and you can plan anywhere on the page 40 00:03:31.000 --> 00:03:37.000 and talk to one of our team and see if we can help you get there. 41 00:03:37.000 --> 00:03:42.000 And so you have to go back in time to before you knew what you knew what you know now 42 00:03:42.000 --> 00:03:47.000 and meet people where they're at and then walk them across the bridge to where you need them to go. 43 00:03:47.000 --> 00:03:54.000 And so when we started marketing fitness, we would market, you know, short duration challenges, detoxes, things like that 44 00:03:54.000 --> 00:04:00.000 because we knew that people who were in that state of mind what they want is a quick fix, right? 45 00:04:00.000 --> 00:04:05.000 And so what we would have to do is we'd bring people in, we'd give them what they want to get them to respond 46 00:04:05.000 --> 00:04:11.000 and then once we earn their trust, we said, hey, I know you had a little, you know, we had some success in this first few weeks. 47 00:04:11.000 --> 00:04:15.000 But you're not here just for a few weeks because you don't want to gain it back, right? Of course not. 48 00:04:15.000 --> 00:04:19.000 You really want this to be a long term thing because if you lose it and gain it back, what's the point? 49 00:04:19.000 --> 00:04:25.000 And they're like, yeah, and it's like, and at this point, we said, this is the garlic, which you need to do is you need to learn how to count your calories, 50 00:04:25.000 --> 00:04:29.000 you got to learn how to eat macros and you got to learn how to train for real, all right? 51 00:04:29.000 --> 00:04:35.000 And so when we had that, we now had the context to have the truthful conversation with them and deliver the garlic, right? 52 00:04:35.000 --> 00:04:38.000 But it took the ham to get them in the door. 53 00:04:38.000 --> 00:04:43.000 And so right now, you may have something that you're trying to market in your business and you're trying to get your customers in the door 54 00:04:43.000 --> 00:04:46.000 and you're marketing from a position of already knowing the answer. 55 00:04:46.000 --> 00:04:48.000 And that's the issue. 56 00:04:48.000 --> 00:04:54.000 And you may shake your fist at these other marketers, your competitors, they're like, man, they're marketing short duration things. 57 00:04:54.000 --> 00:04:57.000 They're marketing these whatever's, right? 58 00:04:57.000 --> 00:04:59.000 But they're probably marketing it because it's working for them. 59 00:04:59.000 --> 00:05:06.000 And so I'd encourage you to shift your perspective from saying, this is the truth to this is their truth right now. 60 00:05:06.000 --> 00:05:17.000 And I need to meet them where they're, I have to go back across the bridge to where I used to be, talk to them in that language, relate to them, understand their problems and their fears. 61 00:05:17.000 --> 00:05:24.000 And then with my, once I've convinced them to trust me enough, then deliver the, the, the garlic to them. 62 00:05:24.000 --> 00:05:27.000 So you have to give them what they want in order to give them what they need. 63 00:05:27.000 --> 00:05:34.000 And this is an essence, what a lot of great marketing is, especially if you have any type of business that has any sort of transformation that you're delivering. 64 00:05:34.000 --> 00:05:38.000 Anything that the other person has to take some steps towards you in order to be successful. 65 00:05:39.000 --> 00:05:53.000 And so that story's always stuck with me because it applies to any type of coaching or mentormenty relationship or really anything that you're, you're marketing to the public where you need them to break a belief in order to consume your service or, or get the result that you need them to have, right? 66 00:05:53.000 --> 00:05:55.000 Or that they really need for themselves. 67 00:05:55.000 --> 00:06:01.000 And so many times you can't begin with the end, you can begin with the end in mind, you do not begin with the end. 68 00:06:01.000 --> 00:06:09.000 You have to start where they're at and then tape them along the journey the same one you did so that they can get the where they want to go, which is where you know it's going to be the best place for them. 69 00:06:09.000 --> 00:06:11.000 So anyways, I hope this is valuable for you. 70 00:06:11.000 --> 00:06:16.000 If you like that, I'm sure there's buttons and things that you can click and learn more and all that stuff. 71 00:06:16.000 --> 00:06:19.000 But anyways, keep being amazing, have an awesome day and I'll catch you soon. 72 00:06:19.000 --> 00:06:20.000 Bye.