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Summary & Resources:

It is a plan for failure if your marketing plan consists of throwing a bunch of stuff at the wall and hoping something sticks. Hope Marketing never works. You need a real marketing plan.

In this episode:

  • The dangers of Hope Marketing
  • Why billboards are awful advertising
  • The people on the cliff method
  • The importance of testing
  • Making your solid marketing plan


Copywriting Secrets Book - This is where I learned the Person on the Cliff method, as well as a ton of other awesome marketing and sales copy writing strategies.

One Funnel Away Challenge - A great place to learn about sales funnels, marketing, making offers, and finding out where your target market likes to hang out and how to drop your message in front of them.

Episode Transcript:

Hello, this is Justin Coleman and this is Master Sales Funnels Episode 17.

Today, I wanted to talk about your big picture and ultimately the implications of Hope Marketing. I’ve used Hope Marketing a little too often, to be honest, and I’m sure everybody else has to. You just find what you think the next right thing for your business is going to be. And then you you put out whatever you can as fast as you can and just hope that it’s going to work.

And that’s no way to market. You need to have a marketing plan. You need to stop hoping that things are going to work. You need to look at your big picture. If you write things out and plan them out, you’re going to have a more solid marketing plan and you’re going to be able to make a bigger impact in the area that you want to.

If you don’t do your market research and you put all your time and effort into putting out a product or service that you think people are going to want, then you’ve just wasted a whole lot of time.

You’ve wasted time putting your funnel together. You’ve wasted time putting your website together. You wasted money on ad spend, and you’ve got to get your marketing plan together. And that can just simply be writing out what your main goal is and who you want to help.

I like to start out with a technique that I learned in Copywriting Secrets by Jim Edwards. He literally draws a little sketch of a stick figure standing on one cliff and then he draws another stick figure standing on another cliff. And you have to figure out how to bridge that gap.

So under the figure on the left hand side, I write people’s problems and the figure on the right hand side, I write what somebody who has successfully used my product or service is thinking. What they’ve accomplished and where they are compared to the person on the other side, on the other cliff. And then I like to draw a bridge across the middle and I like to put what my product is in there, because that’s what’s going to help them bridge the gap from where they are now to where they want to be.

And as you’re doing this, you’re starting to get a better picture of who you’re serving. And that’s really important in anything that you’re doing. Some market research needs to go into finding what people are thinking about, where they’re at now and what problems they need solved. And then if you can find people who have had those problems solved in some other way, then you get a better idea of where you want to lead people to on the other side.

Visualization in this whole process is really important, almost as much as your research, because you need to know where you’re going to take people. But you need to base that visualization on facts.

If you don’t know exactly what people are looking for, you need to ask them. If you have an email list, send out an email and ask them what’s up. Hit up forums and Facebook groups and get a better insight into the mind of your prospects so you know how to better serve them with your product or service. You can’t just assume that you know what’s going on.

A lot of us are part of our target market, so that’s a good place to start your research is just to start by putting yourself in other people’s shoes. But what is really effective is actually, you know, getting more of an average of what people are thinking more than just using yourself as a test subject kind of combining some past episodes, you need to set deadlines for yourself for your marketing plan. I’m going to do research by this date. I’m going to create my product by this date. I’m going to start advertising by this date.

You can write out your entire content plan, start writing out your sales pages and getting a basic funnel together. If you’re like creating a course or a product, you can create a prototype, basically. You can create just a couple of lessons in the course and a course description with the sales page. You don’t need to put the full product out there right away and you shouldn’t, because if you’re going in the wrong direction and you don’t have any feedback on what you’re doing is going to actually help your market, then you’re wasting a bunch of time.

You can give people discounts for being early adopters and kind of your test focus group and getting that information. You want people to go through and test your funnels to make sure they’re functioning before you do a mass release, otherwise, you’re spending a bunch of money on a funnel that doesn’t work.

You want to make sure that it’s converting well before you up your ad spend. You don’t want to just go out full force, releasing it to the market and again, hoping that it’s going to be the launch that you want.

I’ve said before that Russell Brunson said it takes him three or four tries, maybe sometimes five or six to even get one of his funnels to the point of profitability that is good for him to consider a large scale launch with it.

He likes to send a thousand people to one of his funnels and test to see what works, see what didn’t, and then tweak from there. So part of a marketing plan is slower releases. I mean, you can still act with speed, but again, don’t do it all at once.

One day you can send a thousand people in and see what happened, tweak it for the next day. That’s still acting with speed, which you should, but it’s also still not throwing ten million dollars into ad spend, hoping that it’s going to work the first time. You need to make sure that you have a viable product within your funnel and viable conversion rates where you need them to be in order to be successful.

I would say in your marketing plan, you need to focus on certain types of traffic and not try and hit too many places at once. You need to find out where your audience is and how you can get in front of them. And by doing that, you’ll save money because you won’t think that you need to market everywhere. Marketing to everyone is basically marketing to no one.

When you’re starting out, you can’t afford to be marketing to everyone. That’s called brand awareness and it’s just not viable. And some marketers don’t even believe it’s viable ever. And I’m kind of in that group because, yes, it’s good that more people know your name, but it’s better to be targeted with your audience because you get better insights into your target market and your money is not going to waste on thousands of people who just don’t care.

That’s why billboards are kind of a waste of money, because there’s just thousands and thousands of people that see them. And 90% of them, 95% of them don’t even care. So you’re spending $1,500, $2,000, I don’t really know how much a billboard is nowadays, on advertising. And what’s happening is you don’t have any stats on the eyeballs that have seen your advertising. And that’s just insane to me. Not having data to act on.

You need to be advertising in some channel that you can get data to then act on and improve on in the future. And even when you have data, like in online advertising, you need to be focused.

I mean, your target market is not going to be on all platforms. You can’t advertise on Snapchat and Pinterest and Google and Facebook and expect to hit your market. Your market may be on each of those, but when you’re starting out, you need to pick the platform that they’re most likely on, based on your research, and start targeting that platform.

Again, if you have a bunch of money and you’re just throwing it out there with your Hope Marketing, you’re going to go broke. I myself have been very guilty of Hope Marketing in the past, but have recently been compiling more plans. I’ve been drawing the little figures on the cliff and doing my research on where they’re at and where they want to go and how my products are going to help them get across that gap.

“If you build it, they will come” is not true no matter what anybody or any movie says.

You need to make sure that you’re doing your research and you need to create your plan based on that research and you need to stick to the plan. I have deviated off my plans way too many times in the past. And you really just need to stick to something. Just because it doesn’t work the first time doesn’t mean it’s not going to work. You only fail when you quit. If you don’t quit on something, then you are not a failure.

You just keep tweaking it until you find exactly what your market wants. And it all comes back to focus that I talk about a lot because that has been my Achilles heel in business so far is the lack of focus, because I had shiny objects and syndrome for a really long time.

And I would even say within the past month when I’ve bought lifetime deals, it’s kind of shiny object syndrome. I mean, yes, now I have a lot of firepower in my business, but it was the next great thing that was going to help me succeed in my business.

So I have a plan for Q1 of next year to avoid more lifetime deals and focus more on using the arsenal that I have to help aid my market plan in reaching my target audience.

If you’re trying to start an agency and your building funnels for other companies and other people, you definitely want to have a marketing plan. They’re not going to keep paying you or hire you to begin with if you are operating their business on Hope Marketing.

So you need to learn how to get a solid marketing plan together, how to reach their target audience, and how to build the funnel that that business needs in order to succeed.

There’s a lot more on the line when you’re working for somebody else, because you’re not just failing yourself if you quit, you’re failing this other business that has paid you money to make them successful.

There’s a lot of power in marketing plans. And I just really suggest that you learn what you can about making one and go out and implement one and ditch the Hope Marketing.

Today’s show notes will be available at mastersalesfunnel.com/017.

I hope that you’re going to ditch Hope Marketing and get on a good path with your business and your plan.

Thank you to those of you who have been listening on a regular basis, I really appreciate the loyalty and I seriously hope that what I’m teaching you is helping in your business.

If it is helping. I’d love to hear from you, justin@mastersalesfunnels.com.

And if you know somebody else who you think would benefit from hearing this podcast, I would really love if you’d share it with them on whatever platform you’re listening to or whatever platform that you know they listen to because I’m distributed on a lot of channels.

Reach out to me if you have any questions.

And as always, Keep Funnelin’.


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