Usable Marketing

Need to up-level your sales and marketing? Story-based selling could be the answer. Everybody loves a good story, and stories are the way we understand the world. I'll break down how to use story elements like the ones below to lead you to the promise land with customers.

I put a call out to owner/entrepreneurs about their biggest challenges. Here were the top 3.

If you're any type of consultant or non-inventory type business, "It Depends" is costing you business. Find out why "It Depends" are the most corrosive, self-defeating, incoherent, lazy and trust destroying two words you can use in business..  If you're interested in the next masterclass go to TMCmastery.com and get on the waiting list to receive more information.  Do you need a CHANGE in your marketing? Are you the Change Agent or the Change Maker? Either way, if you want to make your business very big, get more willing and able customers who love what you have to offer, and create an impact in the process, go download our free marketing guide at www.freemarketingcanvas.com. •Watch the podcast on [Youtube](https://www.youtube.com/channel/UCBsNUHeU-HiZtjra-KtWP7Q) •Follow us on [Facebook](http://facebook.com/gingerzumaetahq) --- Support this podcast: https://anchor.fm/usablemarketing/support

Today we are talking about doubt and skepticism in your own business and how they are crushing your forward movement with your business.  The difference between a big business marketing and the small business marketing is the large businesses have already proven to themselves they can grow and are willing to do what it takes to grow. When you're early in your growth path and you're at the crossroads going from DIY (do it yourself) to DFY (done for you) business, this is that bridge between the Small business to Large Business. This is where you run into doubt and skepticism.  You start to doubt those you hire and wonder if they can even do the job and do it as well as you. You can't be an expert at everything. When you start to have doubt it then creates skepticism. Once you're skeptical you start looking for problems and leading to disbelief. You're proving to yourself that there are problems by finding problems. Disbelief eroads effort. In my experience working with a bigger company is easier. Thi

Today I want to talk about why you need to STOP justifying your product. Because reasons are not the reasons they are buying.  If people have to be convinced to buy your product. There is no amount of reason is going to be the reason they are going to buy. You need to talk to their inner fear. When your thinking of buying something there is a little voice that is in your head and they are about rejections. Either they are telling you that you don't have the ability to do it, or the fear that someone else or something else is going to be the thing between me and my success.  1) The single biggest thing is to tell stories. Tell a more believable/success story. Give examples of success. Tell a story about a client that had an outcome because of what you did with them or sold them. The story in their head is fictional. You need to tell them a factual story with credibility. Replace your story with their story. 2) Think in advance what their external and internal objections are. Emotions sell and logic

Today we talk about how to fast forward your progress, profits, and results. You may want to think about getting an advisor. If you're seeing your competitors blazing past you it's time to step it up. I'm going to share with you three things you can do to get ahead. The first thing you can do is read books. Books help you get ahead and open up your train of thoughts. If you really want to move forward you want to get as much knowledge as you can with reading. Reading is free coaching. Here are the three books that have the biggest impact on me. Rich Dad Pore Dad by Robert T. Kiyosaki Getting everything you can out of all you've got by Jay Abraham Expert Secrets by Russell Brunson The second way to get ahead is to attend seminars and developmental events. There is nothing wrong with getting further into your knowledge. These seminars are put on by people who have proven success. Go learn from them, they are for everyone. Not only do you benefit from the content of the event but you're also meeting new peo

Welcome back,  I just got back from a conference from Colorado. One of the most humbling moments is when I got schooled by a 13-year-old. At this conference, we were encouraged to bring our children/teens. This was to help get our kids into the entrepreneurship world and open their eyes to the possibilities. Here is where I met Noah Lenz who is 13 and has managed to launch his own digital agency.  He basically connected to Russell Brunson by fixing his click funnels (all on his own) then sent them to Russell and explained what he had done and that there were no strings attached. One thing that stuck out in this conference was they talked about the Dream 100. The Dream 100 can be used in a couple of different ways. Who are the 100 people that are big already and your dream customers are already following? How do you access those people? and how do you access that person?  Figure out what is so amazing about the person who has your ideal customer. Then how do you cut your way in? All awhile build

 Welcome back, I have been out on Vacation and I am back. Today I'm talking about B2B (Business to Business) marketing. B2B is a complex business cycle and different than attracting consumers as you would for a B2C (Business to Consumer) business With a. B2B you still have your website but most likely you don't have a landing page. If you have any type of digital marketing you really need to bring them into a landing page rather then your home website page. The reason for a landing page is to bring that business right into what brought them to you directly. For example, let use Evernote. Let's say I found an ad about Project Management so I click on that and it brings me to the home page on their website. Now it's forcing me to search for the Project Management information. Instead, I should have been able to click on that ad and it takes me directly to what that ad was about. Use this opportunity to gather information about the person who clicked in. Get their phone number, emails, and names or maybe ha

Today I'm talking about the execution plan. We all know, first, you have to get your strategy right and then comes the execution.  What I learned with the Masterclass we just launched is that everyone was so excited about the strategy, but when it came time to put the execution in place it became overwhelming and scary. Don't let it stress you out.  I want you to really look at what is your result?  Focus on one action at a time. Have you heard, How do eat an elephant? One piece at a time. I encourage you to look at the results you want to produce. What is one small action that you could do to get you closer to that result? Take one step at a time, Start small.  Once you take one piece at a time you'll start to see how you're covering a lot of ground and making headway.  I challenge you today to just take one small piece and work on it today.  I want to give a Special thank you to everyone who completed this past MasterClass. We will be starting another MasterClass in September.

Failure in getting marketing results is usually either a failure of strategy or it's a failure of execution.  And by execution, I mean the tactics. Those are the two sides of marketing - strategy and tactics/execution.  To get strategy right, you need to understand 3 things: Strategy is quantum (i.e it's not incremental) Strategy is operational (i.e. it affects not only what you say to your market, but if it affects every business process that you have across your entire enterprise) Strategy is in the realm of belief building - It's about a big brand promise and manifesto. In the podcast a breakdown Walmart as an example of strategy. Now tactics is a different thing. For some folks where everything falls apart. Tactics is the actual building of the campaigns. It's building the website, it's building the lead funnel. It's generating traffic. It's doing a/b split tests, sending email, creating direct mail, running billboards, whatever happens to be appropriate for your business.  That is the

Let's talk about the Hero's journey. Remember the movie Ratatouille? It's the perfect example of the classic Hero's journey.  The rat Remy dreams of becoming a great chef, Despite being a rat. He follows his dream with the help of the garbage boy Linguini and he puts his culinary skills to test. Despite all the obstacles, he becomes this major chief who wins over the food critics and proves his culinary abilities with this simple dish. Long story short is anyone can do anything they set their minds to. We are all wired to respond to stories. The story structure begins with the context where you set the stage. Your Hero is in a world and there is a conflict that sets them on a journey. The hero is in their world and figures out there is a wrong within the world. An example is they don't like the flavor or maybe the color of something. Now, you have to find that resolution. Stop thinking of them as customers, start thinking of them as Heroes and you're helping them complete their journey.  You serve a

We're launching a masterclass, and you're not gonna want to miss it. Get on the waiting list at http://tmcmastery.com --- Support this podcast: https://anchor.fm/usablemarketing/support

Today I wanted to share with you about the "In process" work that I did yesterday. I put a survey out to my followers asking what the ONE thing that you need to boost up your marketing education. I received some awesome responses. The reason I asked this question is my clients have been asking me to use my brain of knowledge to teach their teams. So many times I see backwards thinking and backwards marketing. I want to challenge you today to get to know your customers on a ridiculous level. Go look at your competitors and see what they are offering. Take your offer to the market and get to know your customers. If you want to know what your customers want, go look at your competitors and see what they are offering and how does your product/service stand out from them. Learn why the customer is going to them. Find out what is driving the customer their direction. If these podcasts are helpful to you please Like, Share, Comment or give me feedback.  Do you need a CHANGE in your marketing? Are you the Change

Today we talk about how to turn your business problems into high quality questions, for example, How might I _______________ so I can do _______________. Start with the top 3-5 problems that you're dealing with right now and translate those problems into questions. STOP talking about your problems and start asking high-quality questions.  Do you need a CHANGE in your marketing? Are you the Change Agent or the Change Maker? Either way, if you want to make your business very big, get more willing and able customers who love what you have to offer, and create an impact in the process, go download our free marketing guide at www.freemarketingcanvas.com. •Watch the podcast on [Youtube](https://www.youtube.com/channel/UCBsNUHeU-HiZtjra-KtWP7Q) •Follow us on [Facebook](http://facebook.com/gingerzumaetahq) #businessproblems, #turnproblemsintoquestions, #business, #marketing, #mindset --- Support this podcast: https://anchor.fm/usablemarketing/support

Today I'm talking about the difference between the Red and Blue ocean. Meaning where to find your customers. Did you know that your customer's prospects are in the Red ocean? Now you have to dive in and figure out what bait your customers are taking and how you can pull them over to your Blue ocean.  We are building a frame worksheet on this that will be available online soon. Do you need a CHANGE in your marketing? Are you the Change Agent or the Change Maker? Either way, if you want to make your business very big, get more willing and able customers who love what you have to offer, and create an impact in the process, go download our free marketing guide at www.freemarketingcanvas.com. •Watch the podcast on [Youtube](https://www.youtube.com/channel/UCBsNUHeU-HiZtjra-KtWP7Q) •Follow us on [Facebook](http://facebook.com/gingerzumaetahq) #marketing #sales #redocean #blueocean #customers --- Support this podcast: https://anchor.fm/usablemarketing/support

Firstly, I credit Dan Kennedy with that quote. It's from a book of his about using presentations to sell. Breaking down the quote: Change Agents - This implies someone who is tasked or called to create change. If you are responsible for selling (or marketing ) in any way, this is likely you. It implies recommending a different set of actions, behaviors, or processes. If you're making an offer to a client or customer, you are trying to affect a change. Change Makers - This is the tricky part. In order to bring about the change, your 'audience' or potential buyer must be ready, open, willing, able and ideally pre-dispositioned to bring about that change as well. This is why targeting and QUALIFYING your customers is so important. And finally, there's Effecting Change - This is the result of both forces being in play. The change agent, in effect, needs to find a suitable change maker. “If you cast the finest seeds onto hard, infertile ground, nothing will grow. But even the most ordinary seeds cast upon rich, so

Want to know where to plant your message so that a customer will listen? Find the pain point in the customer journey. This example is pure genius. It may not get an immediate customer, but it's an innovative way to guarantee customers in the future, probably for years. Go download our free guide on building a killer marketing strategy with The Marketing Canvas at www.freemarketingcanvas.com. •Watch the podcast on [Youtube](https://www.youtube.com/channel/UCBsNUHeU-HiZtjra-KtWP7Q) •Follow us on [Facebook](http://facebook.com/gingerzumaetahq) #customerjourney #marketing #sales #directmarketing #directmail --- Support this podcast: https://anchor.fm/usablemarketing/support

In this episode, I am breaking down the red ocean. The red ocean contains qualified customers who are already buying. By figuring out how big that red ocean is, you can start to see who your customer is and what your customer's needs are.  Your homework is to get educated on your competitor and learn what they are using to pull customers. Then figure out what your perks are to your business. What is going to draw these customers to you? Go download our free workbook on building a killer marketing strategy with The Marketing Canvas at www.freemarketingcanvas.com. •Watch the podcast on [Youtube](https://www.youtube.com/channel/UCBsNUHeU-HiZtjra-KtWP7Q) •Follow us on [Facebook](http://facebook.com/gingerzumaetahq) #redocean #blueocean #marketing #sales #idealcustomer --- Support this podcast: https://anchor.fm/usablemarketing/support

How to use Amazon listings and book titles to see what customers are really asking for. --- Support this podcast: https://anchor.fm/usablemarketing/support

In this episode, I talk about modeling success. Researching your competitor and finding out who they are targeting and what is their Target Persona? What do you need to do to pull that customer towards your business or service? Really pay attention to their ads and how they are constructed, focus on what their hooks are.  Go download our free guide on building a killer marketing strategy with The Marketing Canvas at www.freemarketingcanvas.com.  #mindset #marketing #business #target #persona #traffic --- Support this podcast: https://anchor.fm/usablemarketing/support