How Do I Stand Out When Everyone Looks the Same?

0:00All right. So, quick question. How would you go about selling to a burnt-out market? So, for a context, we work >> Define burnt out. >> So, we own a marketing agency. We go after chiros, and every month every person and their mother has started a chiro agency, and >> Why are they burnt out? >> Well, it really comes down to we uh well, they offer this crazy guarantee, and they never >> to redefine what you said, which is that there are competitors in the space that you compete in. >> Yes.

0:27>> Okay. >> So, how would you go about uh making yourself different? >> Okay. So, that's a better yet. Forget the burnout thing. It isn't doing anything. Um maybe this is like just for everybody like you're seeing kind of a common theme of like the reason I asked to define the term is here. So, if you're I'll answer your question. But, it was a short one, so I'm going to have to I'm going to beef it up a little bit. Um So, three big questions that I try to ask to better understand understand, excuse me. Um is uh shoot. What is it? What does this mean?

1:01What does it mean? How do you know that? You've noticed that one? How do you know that? Who cares?

1:31Which is just a fancy way of saying logic. Or this is logic, excuse me. Uh sorry. Logic. Evidence. Utility. So, if you tackle the problem that you're trying to understand, right? With what you were saying, or you know, there's a handful of you guys. It's like, okay, what does that mean when we say they? What does it mean when you say burnt out? What does it mean by, you know, it's tough right now. What does it mean? Okay, got it. How do you know that they're burnt out? How do you know what they think? If you would answer that, which you didn't, but if So, as you cuz sometimes you'll just bust it on the first one. But, if it's like, okay, this is what I mean by burnt out. I mean that people have a lower likelihood of clicking on my ads. Okay, great. We have to define that. How do you know that?

2:21And they're like, I don't know that. I'm like, okay, great. So, then maybe we don't have a problem. But, let's say you did somehow know that you had a magic way of knowing that this market chiropractors has a lower likelihood of clicking on my ads, and I know that because of this data. Right. Now, why do I care? Why is this important? >> Cuz we want to make money. >> Not for that reason, but in terms of what it changes about your behavior. So, will you stop marketing as a result of the first two things? No. So, then a lot of data that we take in every day is irrelevant.

2:52And so, I think this is why most people walk around confused is that they filter things with fear, right? But, it means What does that mean? Okay, it means that you actually have You just have to click post. Okay, how do you like And again, we pop it on the first one. For for most people, it's like, I want to be more motivated. Define motivation. Don't know it. Okay, well, then what are you asking? And so, we ask these questions that we can't even define the terms that we're asking for. And so, it really just means like, this is me being really crude, I'm going to make face noise at you, and I want you to make face noise back at me that makes me feel good.

3:23>> [snorts] >> But, it's not going to change And so, fundamentally, the reason that I find these terms like intelligence is rate of learning. What's learning? New condition, same behavior. Other way around. Same condition, new behavior, right? I change what someone does. If you change what you do, you learn something. And so, hopefully, when you leave here, you change what you do. If we did that, then it means we taught something. Or more specifically, you learned we did stuff. And so, to go back to your question of how do you market an ad to a burnt out avatar, um, which we rephrased as how do I stand out, which I will then rephrase as how do I increase the likely people click on my ads.

3:59Much more solvable, right? And so the reason we reframe that is because now we can actually do something about it. Like how do I get more people to come to my hair salon? If that was the question you started with, sometimes just asking the right question makes it way easier to solve. It's like shit's really tough right now, should I start this retail product? When it's really how do I reliably recruit stylists? Great. We can answer that, right? Very, very easy to understand. And so with your particular issue, um, I will give you a a little tip-ski that I just learned um, reviewing 2,000 plus ads over the weekend.

4:34Um, how many clients do you have? >> Seven. >> Seven. How many clients have you helped for free? >> Two. >> Okay. So, I'll tell you right now, um, you need more proof. The reason you don't stand out in the marketplace is because everyone else also doesn't have proof. I 5,000, actually, I probably do have 5,000 testimonials cuz I have multiple testimonials from from same gym owners.

5:00But when I counted like several years ago, we were over 2,000 testimonials. And so I had an ad that was just tell me when. And I just scrolled. Just tell me when. And so right right now, it's not a branding thing, it's it's not a a new offer thing. You just need more proof. You're good. And so you can either do that by selling more aggressively, but that's kind of chicken and egg problem. Like they don't believe me because I don't have proof, but I need them to believe me so that I can have proof.

5:30But there's a way around that, which I cover in the Leads Book, which is work for 10 people for free. Get 10 insane testimonials. Get better at the craft. You'll quickly, guess what, be able to convert those people into more customers from the reviews, more customers from the referrals, and some of those people will just stay and pay. And if they they stay and pay, then you have to fix the thing, so you get good at it. Fundamentally, that's it. Like, you're not going to get around being really good. If you are really good, you won't have any You don't It won't matter because you'll be really good, so you won't fail.

5:57So, solve for being really good, and then the rest of it will be really easy. >> Got it. >> Makes sense? >> Yeah, absolutely. So, quick question to go back to the free. So, we do have I mean, all of our seven clients are paying us, obviously. How do we then now go back and say running this for free? >> Just say it's a beta program for something new you're testing. >> Okay. >> They don't need to know that it's the exact same thing you're currently doing. >> Got it. >> Change one thing, so ethically you feel okay about it. >> Got it. >> Cool? >> Yep, awesome. Thank you. >> Yeah, just go reach out to all your past customers and say, "Hey, um I didn't give you enough proof. I wouldn't believe me, either.

6:27Like, let me just prove it to you. You don't even have to put a card down. I mean, you need to put a card on Facebook, but you don't need to pay me. >> Okay. >> If that's how you're doing it, I don't >> Got it. >> Cool? >> Thank you. >> Yeah, no worries. If you like this video and you're business owner who wants to break through your current revenue ceiling, I distilled every lesson from scaling 10 businesses past 10 million and three businesses past 100 million into completely free scaling roadmap that I've used to go from zero to one, zero to 10, and zero to 100 plus. And so, you can click here and you can check it out. Again, absolutely free, and since you're business owner, appreciates you, and enjoy.