WEBVTT 1 00:00:00.000 --> 00:00:04.640 Welcome everyone to the Jim sequence podcast. My name is Alex Musi, and I am going to be your 2 00:00:05.600 --> 00:00:07.600 Hmm your guide through this 3 00:00:08.640 --> 00:00:10.640 Stranger magical world 4 00:00:11.200 --> 00:00:18.240 Anyways, what I wanted to talk to you about today is the concept of marketing and branding and this is a little bit 5 00:00:18.240 --> 00:00:20.240 Usually I'm pretty tactical with my stuff 6 00:00:20.240 --> 00:00:25.200 Um, but this was just something that was on my mind because I had a phone call yesterday with Jim on or who you know 7 00:00:25.200 --> 00:00:26.200 I'd gone to a branding company 8 00:00:26.200 --> 00:00:29.800 So I'm I'm saying this to hopefully save everyone lots and lots of money 9 00:00:30.360 --> 00:00:34.280 It kind of hopefully shifts how you're thinking about how you market your business 10 00:00:34.520 --> 00:00:39.480 So the idea of branding right and I got like everything that I tell you here like I've made the mistake 11 00:00:39.560 --> 00:00:46.040 Okay, so like I paid someone five thousand dollars to make me a website in the logo right and got zero dollars back for it 12 00:00:46.920 --> 00:00:48.920 Like did not work at all 13 00:00:49.640 --> 00:00:51.640 um 14 00:00:51.640 --> 00:00:54.440 I'm saying this because I've made the error, right? 15 00:00:54.840 --> 00:00:58.840 Um, but if if someone is promising you to make you an expensive logo or a website like 16 00:00:59.480 --> 00:01:03.000 Do just like use click fundals you can make your own site and it'll work and it'll make you more money 17 00:01:03.080 --> 00:01:08.200 All right, I'm just saying that right off the back. I feel like being a nice guy can click my failure like anyways um 18 00:01:09.320 --> 00:01:15.400 But the difference is this branding is BS because it doesn't actually produce anything people like well 19 00:01:15.400 --> 00:01:20.120 It's it's good to have like awareness. It's like what does awareness like how do you how do you monetize awareness? 20 00:01:20.200 --> 00:01:24.040 Right how you supposed to know anything about oh this guy bought because he was aware 21 00:01:24.440 --> 00:01:31.320 No, like you have to have direct response marketing and what I mean by that is that every single piece of marketing material that goes out should have an offer 22 00:01:31.800 --> 00:01:37.560 And it should have a deadline and there should be something that is clear that it's trackable that is monetizable 23 00:01:37.640 --> 00:01:44.120 So what I'm going to do is basically give you a brief outline and this is from the godfather Dan Kennedy um 24 00:01:45.080 --> 00:01:50.280 But no matter what when you like in your business, you should always have an offer that is going on 25 00:01:50.280 --> 00:01:54.120 There's always an offer. Okay. We'll number one always an offer. All right. This is from 26 00:01:54.760 --> 00:01:56.280 Dan Kennedy's no 27 00:01:56.280 --> 00:01:59.400 Holds bar direct response marketing book whatever that is 28 00:01:59.720 --> 00:02:06.520 Like this but this is so so true and like I just want to save you so much time and money and spending and trying to like 29 00:02:06.920 --> 00:02:12.200 Like branding doesn't matter your colors don't matter like they really don't okay like like 30 00:02:12.840 --> 00:02:16.680 Xerox like who would think Xerox would be the name of a business like 31 00:02:17.000 --> 00:02:22.280 Printing supplies like who here is Xerox is like oh printing now you do because they've made so like like 32 00:02:23.160 --> 00:02:29.080 Like it's everything has to do with how you're monetizing the traffic platforms that you're using whether it's direct mail 33 00:02:29.080 --> 00:02:34.280 Whether it's radio whether it's television whether it's Facebook Instagram YouTube stories whatever it is, right? 34 00:02:34.520 --> 00:02:40.200 Like whatever wherever people's eyeballs are there's gonna be a way to monetize it and it's not their branding 35 00:02:40.280 --> 00:02:46.120 Okay, so here are the guidelines for how you're supposed to be doing this and this goes for really any business and not just gym businesses 36 00:02:46.120 --> 00:02:51.480 But one you always have to have an offer people should always have an offer that they should say yes or no to 37 00:02:51.960 --> 00:02:57.800 Okay, for me at the end of this podcast I'm gonna say hey if you want you can have a free download of our four case studies of how we fill gyms 38 00:02:58.040 --> 00:03:02.600 From zero to full in 30 days. How do we do it? I got four case studies. You can download them for free 39 00:03:02.600 --> 00:03:08.040 Walk through the whole thing. That's my offer. Okay. Now. There's always an offer. Okay. Second thing. There's always a deadline 40 00:03:08.520 --> 00:03:11.400 I'm actually not really making my role there. You can download this free ones whenever 41 00:03:12.200 --> 00:03:16.600 But we do have a deadline because our prices increase every like eight weeks. So 42 00:03:18.120 --> 00:03:20.280 If you'd rather pay us less of the services that we do 43 00:03:21.240 --> 00:03:23.240 Then do it sooner rather than later. Okay 44 00:03:24.600 --> 00:03:28.120 So first there's an offer second. There's always a deadline third clear instructions 45 00:03:28.360 --> 00:03:30.360 I said go to 46 00:03:30.360 --> 00:03:32.120 gymlensheakers.com for slash quiz 47 00:03:33.000 --> 00:03:35.720 Which is where you can download the free case studies 48 00:03:35.960 --> 00:03:39.640 Hopefully that is clear instructions now when you have an offer that's like a direct mail piece 49 00:03:39.720 --> 00:03:41.720 It would say like step one 50 00:03:41.720 --> 00:03:46.680 Go like text this to the short code or call this number or whatever right 51 00:03:47.320 --> 00:03:49.480 If you're making an ad on Facebook, it should say 52 00:03:50.280 --> 00:03:52.280 Click then opt in 53 00:03:52.280 --> 00:03:57.400 Right like super simple, but people don't know what to do like you have to let them know what to do next because they're like 54 00:03:57.400 --> 00:04:00.920 Oh, I want to do that, but now what I want to do like I can't tell you the amount of times before I was doing this 55 00:04:01.320 --> 00:04:05.480 People would comment below my end be like I'm interested and it was because I didn't tell them what to do 56 00:04:05.960 --> 00:04:09.560 I was like here's this amazing offer. I spent all this time on this copy and I was like hey 57 00:04:09.560 --> 00:04:12.680 Do you guys want it and they would be like I'm interested and I'm like dude click the link 58 00:04:12.760 --> 00:04:17.800 But I had to say that because I didn't put it in the copy. Okay, so one you have a deadline 59 00:04:17.800 --> 00:04:21.880 Sorry, one you have an offer always have an offer. Okay second you always have a deadline 60 00:04:22.040 --> 00:04:27.080 Three you always have clear instructions on what their next steps are and what it's gonna look like and what's nice about 61 00:04:27.080 --> 00:04:32.520 This is that the more the experience that they go through is in sync with exactly what you said 62 00:04:33.160 --> 00:04:35.560 The more they're gonna inherently it's a conscious of trust you already 63 00:04:35.800 --> 00:04:39.080 Because what you said was going to happen happened. Okay 64 00:04:40.360 --> 00:04:46.040 For this kind of overarching statement you never spend money on branding the only branding that you're going to have is going to be 65 00:04:46.600 --> 00:04:51.880 From people seeing a direct marketing materials and like the point of marketing materials is to make you money 66 00:04:52.280 --> 00:04:58.520 And if it doesn't make you money which branding doesn't because there's no way of tracking it which is number five 67 00:04:59.400 --> 00:05:01.400 must be trackable 68 00:05:02.360 --> 00:05:05.480 Then then you don't know what you're doing you're literally just shooting money into the dark right 69 00:05:05.800 --> 00:05:10.360 So any marketing company that tells you hey give us money and then there's no way that they have 70 00:05:10.920 --> 00:05:18.280 For you to measure whether or not something is effective run the other way as fast as you can and tell all your friends to not be with them 71 00:05:21.560 --> 00:05:27.480 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 72 00:05:27.640 --> 00:05:30.840 Going to 50 hundred million dollars plus we would love to talk to you 73 00:05:31.160 --> 00:05:35.960 And if you like that would like to hear more about it go to acquisition.com and you can plan anywhere on the page and 74 00:05:36.440 --> 00:05:39.000 Talk to one of our team and see if we can help you get there 75 00:05:42.040 --> 00:05:46.200 Okay, you can ask any one of the clients that I have I got out the phone someone yesterday 76 00:05:46.760 --> 00:05:49.400 Who would have been in a mastermind you've heard of them 77 00:05:50.520 --> 00:05:52.840 Um, it's been in two thousand dollars a month 78 00:05:53.160 --> 00:05:56.360 Okay, been doing it for six months and I was like awesome. How much is your business growing? 79 00:05:56.680 --> 00:05:58.840 And they're like what do you mean? And I was like well 80 00:05:59.400 --> 00:06:03.800 You start like they sold you on the fact that you were going to make more money in your business and I was like 81 00:06:04.440 --> 00:06:08.280 This was six months ago. What were you making then? And I was like and what do you make it now? 82 00:06:09.480 --> 00:06:11.480 She was like oh 83 00:06:11.560 --> 00:06:13.560 I don't really think about that. I was like 84 00:06:13.800 --> 00:06:19.240 Ask any of the people we work with and they will give you to the penny how much money they have made more since they've been working with us 85 00:06:19.400 --> 00:06:21.880 Okay, like you got to have that all right 86 00:06:22.760 --> 00:06:29.480 So it has to be measurable that's number five six whenever you have an offer you have to follow up and I'm gonna explain in another podcast 87 00:06:29.560 --> 00:06:34.920 What perfect follow-up looks like okay, um, but you have to follow up with people like if you just expect people to like 88 00:06:35.720 --> 00:06:40.840 Some of the best offers in the world are free, but it's not because of the off people like how can you give the help you to make money on something 89 00:06:40.840 --> 00:06:44.280 It's free. There's a bajillion ways to make money on something that's free, but it's in the follow-up 90 00:06:44.680 --> 00:06:51.320 It's in how you ascend the people it's in how you increase people's awareness of your product and service and the problem they have in your ability to solve it 91 00:06:51.880 --> 00:06:57.960 That will dictate whether or not it's going to be successful and ultimately profitable for you and you know good for them, okay 92 00:06:59.000 --> 00:07:01.000 Seven last one 93 00:07:01.160 --> 00:07:06.440 There will always be strong copy in this medium copy has to be what I'm saying right um 94 00:07:07.480 --> 00:07:15.320 But in the ads and the drug marketing materials that you are making you have to have strong copy right like and like copy 95 00:07:15.320 --> 00:07:20.200 Like so many times especially in fitness business. I see guys who are just like this is why I hate huge opportunity ads 96 00:07:20.200 --> 00:07:22.200 I'll get this why I hate them, okay 97 00:07:22.680 --> 00:07:28.360 Huge opportunity we're looking for 15 people like if that's if that's it like that's not copy 98 00:07:28.680 --> 00:07:31.720 That's just someone who's super promotion aware and not problem aware 99 00:07:32.200 --> 00:07:38.200 Okay, and so what you get is a bunch of people who are promotion aware and not aware of the problem that they're trying to solve 100 00:07:38.440 --> 00:07:40.600 And so when you're trying to position yourself in the marketplace 101 00:07:40.600 --> 00:07:44.680 Is someone who's going to be an expensive like which if you're working with me? 102 00:07:44.680 --> 00:07:46.280 You should be the most expensive in a marketplace 103 00:07:46.280 --> 00:07:51.240 There's no advantage of being the second cheapest in any marketplace. There is an advantage to being the most expensive 104 00:07:51.640 --> 00:07:53.640 Um, which anyone is listening we are the most expensive 105 00:07:54.200 --> 00:07:56.440 um just FYI but we're also the best 106 00:07:57.320 --> 00:07:59.320 all right um 107 00:07:59.320 --> 00:08:05.640 But there has to be strong copy all right has to be compelling it has to hook people has to drive emotions 108 00:08:05.960 --> 00:08:12.520 It has to solve the problems that they think that they have or if they don't have the problems make them aware of the problems that they have and then solve them 109 00:08:12.840 --> 00:08:16.040 Okay, there's a sequence that you take someone through through persuasive copy 110 00:08:16.600 --> 00:08:21.160 It's like it's too deep-filled in depth to go through on this podcast because I try to keep you short 111 00:08:21.640 --> 00:08:22.840 um 112 00:08:22.840 --> 00:08:28.680 But those are the seven components of your marketing that is outbound as a gym owner or small business owner 113 00:08:28.760 --> 00:08:35.240 Okay, so one if you don't always have an offer make one okay two there should be a deadline on that offer always 114 00:08:35.800 --> 00:08:40.920 Three there should be clear instructions for what a prospect needs to do in order to attain that offer and then after they have that offer 115 00:08:40.920 --> 00:08:45.160 What you want them to do next okay in the copy that I have I'm like hey 116 00:08:46.600 --> 00:08:48.840 After you open for the 3k study there is going to be 117 00:08:49.400 --> 00:08:53.640 Application page and if you want to hop on a phone call we're not going to sell anything promise 118 00:08:53.880 --> 00:08:58.760 Okay, like we literally just hop on the phone we'd like to get to know you um like you have that option 119 00:08:58.920 --> 00:09:03.640 Okay, so I let them know what's going to happen next and then on the next page they say hey thanks for applying 120 00:09:04.040 --> 00:09:07.000 Just so you know all you got to do now is schedule time to call and make sure you show up 121 00:09:07.400 --> 00:09:12.120 Okay, like and then after it like each one of those things is going to pre-frame the next step so they know what's going to happen 122 00:09:12.120 --> 00:09:15.960 People hate being surprised actually they hate bad surprises people like it's crazy 123 00:09:16.920 --> 00:09:22.200 But people hate the unknown okay, it's like the number one fear people not knowing what's going to happen next all right 124 00:09:22.360 --> 00:09:28.120 So always have an offer have a deadline clear instructions no branding okay forget branding never be branding again 125 00:09:29.000 --> 00:09:35.400 Five that has to be measurable you have to have a way of measuring your return on every single piece of marketing that you do if you don't have a way of measuring a turn 126 00:09:35.720 --> 00:09:39.720 You're literally burning money. It's like it's insane. Okay, don't do it 127 00:09:41.000 --> 00:09:47.080 Six there has to be follow okay, you have to have a process you have to have a choreographed experience that you're trying to take a prospect through 128 00:09:47.160 --> 00:09:49.160 To list it a certain result okay 129 00:09:50.120 --> 00:09:53.960 Free stuff or whatever thing you want to do is a bait or hook or offer whatever it is um 130 00:09:54.600 --> 00:09:59.720 Like you have to have a thing that like there always has to be a next thing a next step otherwise they just stop and then they forget about you 131 00:10:00.040 --> 00:10:01.560 You have to have a next step for them 132 00:10:01.640 --> 00:10:05.480 Which is why value letters exist which is why ascension exists for clients 133 00:10:06.680 --> 00:10:11.400 So if you don't have ascension to your business model. I was strolling recommend doing that um and then seven 134 00:10:11.480 --> 00:10:13.560 There will always be strong copy you have to have 135 00:10:14.360 --> 00:10:22.120 Words on pages that get people emotionally engage say yes and raise their hand and say I want that and it makes this whole process 136 00:10:22.600 --> 00:10:29.560 So much easier all right, so we've hit our 10-minute mark. I hope you guys have an awesome drive to work or 137 00:10:30.520 --> 00:10:35.800 But I don't know between workout sets or whatever it is or whatever people are listening um if you are a gym 138 00:10:35.880 --> 00:10:37.880 And you'd like to get from zero full capacity in 30 days 139 00:10:38.520 --> 00:10:42.840 You can go to gym launch secrets.com for to last quiz and download our four pre-case studies 140 00:10:42.840 --> 00:10:46.760 We'll walk you through how we do this process and if you want to your micro instructions 141 00:10:47.160 --> 00:10:51.240 Um you go on the next page and you can apply and we'll hop on the phone promise you won't sell anything 142 00:10:51.640 --> 00:10:56.360 Um, at least won't take your money if you want to talk to us again after that then we'll take your money um 143 00:10:56.360 --> 00:11:01.240 Anyways, have an amazing amazing day and I will talk to you guys on this side