Build Your Marketing Persona Before Writing Your Story

Your marketing persona is something generally overlooked. Just like a character in a movie, you must define who you must come across. There is no requirement that your persona to be autobiographical. It can be your best self if that you desire or it can be fictional. It is completely legal and moral, just like books have fictional characters.

Before you write your story, define who are you and make sure that this comes as congruent with your marketplace. If I am writing a copy on a self-defense product, my marketing persona is a combination between Jason Borne and a 6.5 feet German who doesn’t talk much. If I am writing a copy on dating, my marketing persona is the loser who found the solution to dating and change his life around. Now he has a girlfriend and even if she leaves, he knows how to get one right away.

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Your First Real Marketing Goal Is To Reach Critical Mass

Hello,

Marketing requires a critical mass. This is the point at which sales are starting to fuel their own momentum and you don’t have to carry an uphill battle. There is a point where if a book makes enough sales, the momentum alone will carry it to a best seller list. There is also a point where if enough people share a video, it becomes viral.

This point is not fixed but it exists – the critical mass. It is similar to a plane taking off. The plane uses most of its power to get off the ground and escape gravity. A good example are also rockets. I’m no rocket scientist but I know that up to 80% of the fuel used by a rocket is used to escape gravity.

The general theory is that it takes 1000 real fans to reach critical mass. These are 1000 people that love everything you sell, that are talking about you, writing blog posts about you, like your Facebook posts and generally, see you as a great person or company. At this level, their own activity and compounded influence is enough to make that product or service a best seller.

This depends from market to market and the 1000 fans theory is mostly true when it comes to publishing. In the technology world, it may take 100 times as many people. In the world of precision watches costing over $50.000, it may take only 50. Whatever the critical mass may be, you’re carrying an uphill battle until you are getting there. You’re escaping gravity through selling, doing lead generation, driving traffic, building your list and all the efforts required to succeed in online marketing. Once you’ve reached that point, leads start appearing on their own, traffic comes naturally and organically, the list grows by itself and in most cases, the business has gained enough momentum to grow by itself.

This is true in all fields where being known is important. A singer must reach a critical mass of fans. A movie must reach a critical mass of movie seers. After that key point, the effort required to grow drops dramatically.

The question is then how do you reach your critical point?

You reach it by continually growing your audience. You make your message heard to as many people as possible. You engage in normal list building / audience building marketing activities and you track everything. At any point there is going to be artificial engineered growth (what you are doing through your own efforts) and some degree of organic growth. You may grow a list 90% through posting new articles and 10% through others sharing and inviting peers. After the critical mass point, you are going to see that the organic growth grows at a very fast rate and that in most cases, you are growing organically more than you’re growing through your own engineered efforts.

It takes some time but once you reach that point, it is all downhill.

Best regards,
Razvan Rogoz

Targeting Is A Highly Efficient Way To Boost ROI

Targeting is one of the most misunderstood concepts in marketing. It is simple yet few are doing it. Targeting simply states to go to that segment of the market that is the most willing to buy your product or service. It is taking the path of least resistance in selling.

When you are doing effective targeting, your sales message reaches exactly those that are most willing to buy. This means they are qualified to buy, need little education, can afford it and are actively looking for a solution. Doing proper targeting in a campaign is the most effective way to improve your conversion. There is nothing as powerful as talking to the right audience.

Targeting is a tool that allows you to maximize ROI while decreasing costs. Most traffic online nowadays is done in the form of PPC. As PPC is a field driven by a supply and demand economy, the more companies are investing in PPC, the more expensive it becomes. With rising PPC costs, it then becomes so important to get the most out of your advertising dollar by actually talking to the right people.

While targeting is a very important tool that does wonders in any campaign, it is also one that few people use. This is because of the emotional stress to lose customers. Some entrepreneurs believe that taking a shotgun approach and trying to sell to everyone will lead to better results. In practice, this just skyrockets advertising costs and dilutes the sales messages, as trying to appeal to everyone appeals to no one. Since marketing is just a numbers game and it all comes down what you get out for each advertising dollar invested, it is easy to see why engaging into a shotgun practice is a bad idea.

Targeting is something I have struggled in the past too. I have tried to often to convince the wrong people to buy by educating them on the need to buy. In practice, if you have to educate anyone on your product or service, then chances are that you are selling to the wrong crowd. The right crowd is actively looking for a solution and are buying on a competitive benefits basis, on the reason that what you are offering is a better fit to their needs than the competition.

Your job as a marketer is very rarely to educated and never to create desire. For all intents and purposes, all products must fit into an existing pattern of desire. Your product can be only a new way to satisfy something that was already there but you can not make people desire something there’s no need for. Fortunately, most products fulfill some need at some level and it is very rare to see a product that I can say about “here’s a solution nobody asked for”.

In my particular case, as a specialist, I do not want to sell to the crowd that doesn’t understand what a specialist can do for them. I do not want to educate anyone on what copywriting is and how it works. Instead, I’m appealing only to that segment of the market that have used marketing specialists before, are currently using sales funnels (or at least, preparing to use), use KPIs like conversion and know how to make the difference between good and bad practices. This is because my skillset is advanced and it caters to more complex solutions as opposed to helping beginners in the field.

I could of course try to sell to beginners but ROI wise, it would not make sense. The same is true in your particular case. You could try to sell to someone who is not your ideal customer but it is going to cost you a lot more and in some cases, you may even lose money.

Let’s think about a simple sale situation. Prospect A is qualified. He bought a product similar to yours in the past. He knows what quality is and what he wants. Prospect B never bought before. He doesn’t know how to make the difference between a quality feature and a not so good one. Prospect A takes two hours to close. Prospect B takes ten hours. Both are paying the same revenue yet, ROI wise, prospect A is five times better than prospect B. It is not a matter of revenue and it is not a matter of how many people you close. It is just a matter of ROI, what you put in and what you get out.

The last statement is obvious and not needed since this blog is read by veteran entrepreneurs who are more than qualified in understand ROI and taking ROI based decisions. Yet, even in this case, even with veterans, I’ve seen how easy is to not target properly. It is easy to get caught up in the minutia of improving your sales funnel that you forget who you let in your funnel to begin with. At the end of the day, while there are many things that improve conversion, targeting is easily among the top three. A bad funnel with good prospects does infinitely more than a good funnel with bad prospects. Being mediocre in the right crowd will make you a millionaire. Being a genius in the wrong crowd will make you frustrated.

Target your message properly. It increases ROI dramatically.

Best regards,
Razvan Rogoz

“Your Customer’s “Journey Of Trust” Is The Number One Factor Based On Which He’ll Keep Buying Or Not!”

Dear friend,

In my last post, I have made it clear that holding to customers is always a superior strategy to getting new customers, as lead generation comes with a cost. In this post, I am taking the post important concept from the article – progression of trust and I’m developing it.

Can you tell me what trust is? It is hard to define. It is an intangible, like happiness. Trust in my words can be defined as the willingness to accept that what another person is true. We rarely think about it in an analytical manner and yet, trust, the concept of trust is one of the things that makes the world go round.

Let’s use a dating analogy. Virtually everything in sales can be related to dating. You are a guy. You meet a girl. At first, she doesn’t know a lot about you. She doesn’t trust you. She doesn’t say yes easily to you. You get to know her. She gets to know you. You spend time together. A first kiss. A first night together. She trusts you more and more. She opens up more and more. She becomes vulnerable.

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“It Is Not About How Many Customers You Serve – But Rather, How Many You Keep”

Dear friend,

I’m currently waiting for customer support. I’m trying to get into contact with a leading financial provider, because they’ve shipped my debit card to a wrong address. I’ve been waiting for 30 minutes and I have 20 minutes remaining. The level of frustration I’m experiencing now made me want to share a very important lesson from my experience as a copywriter.

I’ve been in the position to work with amazing customers, businesses and people. In the first month, it was okay. In the second month, it was okay. Then, ironically, the better the relationship was, the less I was invested in it. If in the past I used to reply to emails within hours, I started replying in days or not replying at all. If deadlines were sacred for me, I’ve started missing them, not by days but by weeks.

This happened years ago, when in all matters and purposes, I was just a young adult. It happened at the beginning of my career as a copywriter. Yet, it is a lesson that I’ve learned very fast. People have expectations from you and if you want to keep those people paying you, you must satisfy them. In a way, it is similar to dating. In the beginning, he’s bringing her flowers. He’s taking her to dinner. He’s doing everything in her power to impress her. Maybe he even starts going to the gym.

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“You’ll Learn How To Sell Or You’ll Accept The Breadcrumbs From Your Competitors!”

Dear friend,

A few weeks ago, I’ve ran an analysis over my CRM. I was doing this in order to understand what business sectors are most people with whom I’ve made contact.

The results were predictable. Most are in digital publishing, some are software developers and some are coaches, trainers and speakers. A light-bulb went off then, lighting the entire room in which I was working.

Ding. This analysis is false. These people are not trainers, speakers or digital publishers. These are only the products they are selling, the value they create to the marketplace. Every single one of the people in my CRM list with a C-level position was in the same field – sales.

Now you may tell … “Uhm, sorry Razvan, that doesn’t sound right, unless all your contacts are salespeople”. I wouldn’t blame you for thinking this but the truth is – every single person I know is selling. That’s his or her business. The CEO is selling ideas to investors and partners. The manager is selling the plan to his employees. The freelancer is selling his time to potential customers.

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Your 20% Most Important Effort Is Constantly Identifying & Fixing Bottlenecks

(This Is NOT A Sales Post But It Is Going To Help You In Growing Your Self-Improvement Business!)


I have realized that the 80 – 20 distribution and the TOC (Theory of Constraints) are largely related. This means that in any I/O system, the 20% that generates 80% of the results comes in the form of eliminating the most important system-wide bottleneck.

Life is made out of I/O systems. It is what you put in (input), you get out (output). Everything in human existence can be abstracted to some form of I/O. It is true if you go to the gym – how much you exercise and how much benefit you get from that given exercise. It is true when watching TV, when reading a book, when dating, when running, when eating. Everything in human existence can be summarized to a simple formula “you put effort in and you expect some benefit out of it”.

The 20 – 80 distribution simply states that 20% of what you do creates 80% of the outcome. This is not always true and it can be 30 – 70 or 10 – 90 or even 5 – 95. The key principle is that there is an uneven distribution between cause and effect and a small part of what will do will be highly efficient in obtaining your desired outcome while a large part will be system waste.

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“Tell Your Story. It Is One Of The Most Persuasive Things You Can Do”

Dear friend and reader,

What’s your story?

I’m asking this almost every person I meet. In most cases, I get blank stares as it is not quite the type of question to start a conversation with. In some rare cases, I do get an answer. This answer comes in the form of a journey that the other person experienced. It is with ups and downs, with moments of courage and cowardice, with joy and pain. In that moment, I know that I’m connecting with that person no matter what, because there are few things more intimately than sharing your story.

And … this is exactly what you need to do with your market. You see, if you’re trading time for money or even if you’re selling information products, your market is not only buying the asset (service or product) you’re delivering. They’re also buying a part of you, your personality, your time, your identity. Selling an eBook or a seminar is a far more personal experience than selling a laptop. They are buying for who you are just as much for what you’re offering. The product may contain the functional benefit, but you’re the charm behind it.

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“How Smart Entrepreneurs Use The Power Of Bonuses & Premiums To Close The Deal”

Dear friend & reader,

There is one thing you can do right now which will boost your conversion rate. It is almost guaranteed. It taps into the basic human nature and I’ve used it successfully both for myself and for others.

It is simple – add bonuses to your offer.

When it comes to sales, bonuses alone won’t sell your product. However, bonuses are directly correlated with your closing rate, in other words, decisions to buy. The more you add of them, the more valuable they are to your market, the easier you are going to close the sale.

This is because we, as people, love getting free stuff. We like to pay for something and get something extra. This is present everywhere – be it that we get a Cola with our burger, headsets with our new iPhone or a free dinner at a fancy restaurant when you participate to a workshop.

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“You’re Undercharging And Over-Delivering. Learn Why You Need To Charge MORE Right Now!”

Dear friend and reader,

I’m writing this post for self-improvement authors, trainers and coaches that have been in this field for a while already but are disappointed with their results. If you are just starting out, this may help you but my primary focus is on those that already put a minimum of one year in this field.

This world taught me something not very empowering. This is that you’re supposed to accept who you are, what you can achieve and be happy in your small box. It taught me that “you must” accept faith and that if things have always been in a certain way, things always must be in that way. I’ve learned that consistency for many is a virtue, even when consistency is actually the biggest obstacle that keeps you back.

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