7 Marketing Mistakes You Don’t Know You’re Making

Transcript

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Welcome to the Jason Moss Show, where established online business owners go to increase their income, freedom and impact.

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I'm your host, jason Moss.

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Let's dive in.

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Does marketing ever feel like it's harder than it has to be?

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I see you out there, showing up, posting on social media, giving it your all, and yet do you feel like you're getting the level of traction that you really want?

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For most online entrepreneurs, the answer is no.

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They're feeling discouraged, they're frustrated, they're stressed out because they're showing up, they're marketing themselves, but new clients are inconsistent, or their income is up and down, or they're just missing the clarity that they need to figure out exactly how to market themselves successfully so they can grow their business, increase their income, make a bigger impact and do it with more freedom.

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And if that's you, you're not alone.

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Pretty much every entrepreneur I talk to has some version of this challenge.

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But here's the real problem.

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Most often, I find, in the hundreds of entrepreneurs I've mentored and worked with, that when this is happening, it's usually because you're making some big marketing mistakes, that you're not actually aware of Things, that if you're making these mistakes, it's okay, but the truth is nobody probably ever taught you what they are and how to avoid them and, because of it, you might be missing out every single month on income and clients and missed opportunities, because these marketing mistakes are turning people off and scaring your best clients away.

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And if this is you again, you're not alone.

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This is okay, but we can solve these problems, and that's why I'm so excited to share this episode with you today, because I'm going to be walking through seven of the biggest marketing mistakes most online business owners don't know they're making.

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These are mistakes.

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I've pretty much made every single one of them and they've cost me hundreds of 1000s of dollars of sales and clients.

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And when I look back over my 18 plus year journey of building online businesses, these are things that, if I learned them earlier, would have saved me so much frustration and allowed me to grow my business so much more quickly and so much more easily, and that's why I'm super pumped to be able to share these mistakes with you today.

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So we're gonna be talking about these seven mistakes and I wanna share with you each of them, what they are, as well as how to avoid them, so you can walk away from this episode with more clarity, you know exactly how to show up and market yourself more impactfully and more powerfully, and you can take these things and apply them into the next piece of content you create or the next email you send to make everything you do so much more effective.

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All right, let's go ahead and dive in.

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Mistake number one this is probably one of the biggest ones that I find with online business owners is pitching the process.

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Here's the truth.

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You're probably really excited about what you do.

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Whatever it is you do as a coach, as a consultant, as a course creator, whatever magic thing that you've dedicated your life to being able to master and understand, whatever your gift is, chances are you're really excited about it.

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So, for example, for me, I'm really excited about marketing.

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So when I get on a sales call and I talk to people about how I can help them, my tendency if left to my own devices, is I wanna tell them about all of the details of what we're gonna do and how we're going to help them dial in their marketing, and all of the frameworks that I have and all of the detailed, you know details around how we're going to improve their marketing, and I just get obsessed about marketing, because that's my thing.

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The problem is, if you're listening to this, you probably don't really care that much about marketing, do you?

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Marketing, for you, is a means to an end.

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What do you really care about?

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You care about making more money, growing your business, getting more clients, being able to make a bigger impact, having more freedom, and marketing is a stepping stone in that direction.

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The problem is, the process is not what gets you up in the morning.

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Most online business owners I meet some of them are like me.

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They're like a rare breed and we're like really excited about learning about marketing.

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But for the most part, the people I mentor and work with see marketing as a means to an end.

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It's a means to help them grow their business.

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The problem is, it's very tempting for me to get very focused on the process, because that's what I'm excited about, so I like to talk about it in my marketing.

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When I'm pitching, I like to get into the weeds of the process.

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But the problem is, when you do this in your marketing or on sales calls, you're actually turning people off, because the process is not what people buy.

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What they buy is the outcome or the result of that process.

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So when you're pitching and marketing whether it's in a social media post or in an email or on a sales call.

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There's a big difference between a pitch that sounds like this this would be like version one of the pitch.

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So you're going to come into my program and you're going to go through our two hour marketing training that's going to teach you our belief based messaging framework.

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That's going to show you what you need to do in your content and you're going to have these five different steps that you can use to create content, and you're going to have clarity on what you need to write in your posts.

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That's an example of how many people pitch when they get on calls.

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I've made those pitches before, so that would be pitch number one, very process focused right.

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Pitch number two would be something like this so you're going to come into our program, you're going to go through our marketing training and you're going to walk away from that training with the clarity you need to know exactly how to communicate more effectively so you can attract more of the clients that you want right away.

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And this is going to help you increase your income more easily and quickly without creating more content, so you can spend less time working on your marketing and more time doing what you really love, which is helping and serving your clients and also being able to have more freedom so you can hang out with your family and not constantly be working all the time, and this is going to help you do that.

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Hear the difference.

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It's dramatic.

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And what was the difference there?

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Pitch number one was very process focused.

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Pitch number two was focused on the outcome.

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Number one was very process focused.

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Pitch number two was focused on the outcome.

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I spent very little time in pitch number two talking about all of the details of what we're going to do inside my program.

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I spent the majority of the time in that pitch talking about what the impact of those things was going to be for you.

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And this is a huge, huge mistake that I see so many people making.

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They spend so much time pitching the process and they don't focus enough on the outcomes or the results.

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So, shifting the way you market to outcome oriented versus process oriented my God, it's one of the biggest changes that you can make.

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That will dramatically increase the number of people who are reaching out to you, who are signing on board as clients, who want to pay you money for what you do.

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Because, remember, your people don't really care that much about the process.

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What they care about is the outcome or the result.

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So, are you, too, process focused in your marketing?

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Is there an opportunity for you to shift the way you're communicating and talking about what you do from being focused on the process to being focused on the outcome?

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Dramatic, dramatic difference this will make in your business and one of the biggest mistakes that folks make when it comes to their marketing.

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Okay, so that is mistake number one pitching the process.

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Mistake number two this is something that I have run into, that I've honestly, that I struggle with for years, and it's something I see all the time in the clients that we work with, especially in our accelerator program, where I'm constantly reviewing content and giving you feedback on your posts, and so I'm in the weeds looking at what you're doing, giving you that feedback on your content, and so I see this come up quite a bit with the people that I mentor and work with.

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The mistake is speaking to the non-believers.

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You have two choices when it comes to marketing.

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You can speak to the people who don't believe the things that they need to believe in order to want to work with you, and try to convince those people to believe the things that they need to believe in order to want to work with you and try to convince those people to believe the things that they need to believe in order to be a good fit.

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Or you could speak to the people who already believe the things they need to believe in order to be a good fit to work with you.

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So, for example, I'll often see people coaches because I work with a lot of coaches post content that is explaining like I'll see, you know, a coach post a piece of content that's like what is coaching?

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Coaching is X, y, you know, z.

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Here, when you hire a coach, you're, you're.

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You have a partner who's going to ask you questions and it's like information educating people on the value of a coach or why you should hire a coach.

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I'm like, whenever I see that content, I'm like you are wasting your time Trying to speak to the person who does not believe that they need a coach and value a coach and trying to sell them on why that's a good idea.

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You're speaking to the person who is so far away from becoming a client that trying to do posts like that and content like that client that trying to do posts like that and content like that, it's a complete waste of time versus a piece of content that starts something like this.

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You already believe in the value of mentorship and coaching.

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You know that the fastest way to get to where you want to be is to hire people who can help you.

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And yet, when it comes to this challenge, in this one area, you feel like you're missing the clarity that you need to move forward and you're looking for that guidance and that support and that right mentor to help you unlock that next level of your impact or income in your business, as an example.

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So what is the difference between those two pieces of content?

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Well, the second piece of content is speaking to the person who already believes and values mentorship and coaching.

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So, rather than trying to convince the person who doesn't believe that, which is going to be a long road, you can just speak to the people who already believe the things that they need to believe.

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You know you can do this with anything.

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You already know how important investing is in yourself.

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You already believe in the power of being able to put your money in back into yourself.

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You know that that's the best decision you can make, versus writing posts all day trying to convince people To value investing in them in themselves which, by the way, is something that has actually shifted quite a bit for me, because I used to teach a lot more of like the idea of convincing in marketing, and there's still value in shifting beliefs, but ideally what you want to do is you want to speak to that person who is maybe just one or two steps behind where they need to be in order to be a good fit to be a client, versus the person who's like 10 to 20 steps behind the starting line and trying to drag them through all of the belief shifts that they need to make in order to be a good fit to work with you.

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So speaking to the non-believers huge mistake.

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And it's so much easier in marketing to just speak to the people who already believe the thing that they need to believe in order to be a good fit to work with you.

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The interesting thing about doing this is when you write a piece of content like that, you're also going to call the people who may not fully believe the thing up to that standard, like when I write a post and I say you already know how important investing in yourself is.

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You've already made that decision many times.

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You know the fastest way to get to where you want to be is to leverage the experience of other people to help you grow.

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Now, if you're reading this and you already believe that, you're like, yeah, you're speaking to me, but if you maybe don't fully believe that or aren't fully practicing it, you reading that post is also going to help you shift that belief and step more fully into that identity and mindset of someone who believes in values and investing themselves.

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So you're still doing the same thing, but you're doing it without all of that convincing needy energy.

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We want to get away from convincing in your marketing.

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You really don't want to be doing convincing when you're creating content.

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So much easier to speak to the believers instead.

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So big mistake that people often make and I see this all the time in messaging and content is speaking to people who don't believe the things they need to believe in order to be a good fit to work with you.

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So are you doing this in your content?

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Are you writing posts trying to convince those people to believe things?

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Doing this in your content Are you writing posts trying to convince those people to believe things?

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If so, how can you make that shift where, instead of doing that, you're just speaking to the believers instead Powerful, powerful marketing shift.

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And that brings us to number three, which is this is another one that people often struggle with.

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I've also struggled with this not dialing up what makes you different.

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So I was reviewing an intake form from a new client who just joined our accelerator program this week and as part of that process right now, when people sign up to work with me, they get a personalized business growth strategy that I create directly for them, so I'll review their intake form.

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It's a bunch of questions people fill out and this questionnaire basically covers every aspect of your business and it allows me to build a tailored, personalized plan for you that literally shows you here are the next steps you need to take in order to grow your business, in order to increase your income and sign more clients.

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It's just a really awesome, powerful tool that you get access to when you join Accelerator.

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So I'm reviewing this intake form from one of our newest clients this week.

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Amazing coach has so much to offer and there's a mindset section right at the end of the intake, and I asked some questions to uncover and illuminate what your biggest opportunities for growth are when it comes to your mindset, and it was very interesting to me because this woman said one of my challenges when it comes to my mindset is I know that I'm too assertive, I know that I can be too direct and I really need to tone that down.

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She said something to that effect and instantly I was reading this and like alarm bells were going off in my head, because when I read this, what I see is someone who has this character trait that actually could be an incredible asset in their marketing.

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The very thing that this person thinks is too much, that they need to tone down, is actually the key to their magnetism, the key that, if dialed up in their business, would allow them to attract more of the types of people who are gonna be those soul aligned clients, the people who are gonna love working with this person because they maybe share that directness or that assertiveness.

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They're also wired that way.

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So here's the thing Most of us spend our entire lives being told that the unique ways that we are are a problem, and most of social conditioning is all about ironing out all of the things that make us different and trying to just fit in basically.

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So you think about the school system.

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Most of us went to public schools.

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I went to public school and it was all about standardized tests and it was all about getting the right answer and it was all about conforming and hitting some arbitrarily defined standard that you were going to be measured against everybody else with, and so it was all about ironing out all the things that make you unique.

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Everybody took the same classes.

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I still think that's crazy, by the way.

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I just I don't believe in having this like one size fits all approach, because we are all different.

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You know so much of what I believe when it comes to marketing is marketing is about playing to your strengths.

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This is why I don't have like a one size fits all strategy.

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When people work with me, we're building out customized roadmaps and plans for every single one of my clients.

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There's, of course, principles that are underneath all of marketing, but if you're trying to use the same plan as somebody else but you're a different person, it's not going to work for you.

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So many people look at somebody else and they try to copy the surface level of what that person is doing.

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I've done this before.

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I've made some major mistakes in my business by doing this, by saying, oh, this person has made a lot of money with this strategy.

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Well, let me just copy that into my business.

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The problem is we're wired completely differently, so that strategy that works for them may not be the strategy that's going to work for me.

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So so much of marketing is about understanding your strengths and about truly dialing up the things that make you different.

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I told her in her intake assessment.

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I was like look, this thing about you being assertive, this is a gift.

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Let's play this to a strength.

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What if we were like you are the no BS health coach.

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You're like the hard hitting, direct health coach who's going to tell it how it is, and that becomes very magnetic and attractive and the thing that actually allows you to stand out.

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So so many people in marketing I see this all the time and I've struggled with this too.

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It's so tempting to want to iron out all of the aspects of yourself that you feel like if you show people, certain people are not gonna wanna work with you.

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When I talk about being spiritual, or I talk about my belief in God.

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When I talk about being spiritual, or I talk about my belief in God, or I talk about being a cancer survivor, or I talk about my views on Donald Trump and how I think he's crazy.

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All of these things.

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These are things that polarize.

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They're things that push certain people away, and I know that.

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Why do I talk about them?

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Well, because I know that by dialing those things up in my content, by talking about them, by being who I am and not just being who I am, but really bringing the fullness of who I am into my marketing I create this moment for the right person, where that person can really feel connected to me on a super deep level and that person can have that moment of like.

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You are my person.

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This is how you stand out.

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This is how you get out of this framing where people just look at you as a commodity, because when you look and talk and act the same as every other coach out there, you got the same branding, you got the same basic message.

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You're not really showing people who you are.

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People are just like you're a commodity and you'll get on the phone with people.

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I hate these calls.

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These are like my least favorite calls, when you get on the phone with someone and they're like I've got like three calls this week with coaches and tell me about your offer and then they're texting you afterwards and they're comparing your offer to somebody else's offer.

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This lets me know that I failed when it comes to my marketing.

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I haven't done a good enough job connecting this person to my own individuality.

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So the mistake that people make is ironing this stuff out of their content, ironing this stuff out of their brand, ironing this stuff out of their brand, and I would encourage you to ask yourself what is unique about you, and so many people.

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They ask me how do I stand out, jason?

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I feel like I'm doing the same thing as 5,000 other health coaches.

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I'm like the thing that makes you stand out is you.

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It's that you are an individual.

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So what are the aspects of you that are different?

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And how can we dial those things up and bring those things fully into your marketing?

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So, in the case of this woman, bring those things fully into your marketing.

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So, in the case of this woman, it's her assertiveness, seeing that as a gift, not something that she needs to tone down, but something that she actually needs to dial up.

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How can we bring that more fully to the table?

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How can we really turn that into a strength?

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This is when you stand down.

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So the mistake is not dialing those things up or trying to hide them or tone them down or feeling like they're a problem.

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Super, super big mistake so many people make.

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They're just not aware of it because it's a different paradigm If you come from the corporate world, so much of corporate is about fitting in.

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Then people start their own businesses.

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They're like, wow, this is a completely different game.

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The belief, the mindset shifts from fitting in to standing out, from trying to be like everybody else to trying to be different.

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And, by the way, you don't really have to try to be different.

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You just got to be you and be you fully.

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So, all this said number three, not dialing up what makes you different Huge mistake.

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Hey, friend, hope you're enjoying this episode of the podcast and, before we get back to it, if you're an established online business owner who's serious about unlocking your next level of income and impact and growth in your business, I want you to watch my free million dollar online business training where I walk through a four step roadmap.

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It's going to make the journey of growing your business so much easier.

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I want to give this to you for free.

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All you got to do to access it is go to jasonmosscom forward slash growth, that's jasonmosscom forward slash g-R-O-W-T-H, to get free access to this training right now.

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Now back to the episode Number four.

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This is more of a tactical thing Common mistake, I see, with a lot of content that I look at and review for my clients, speaking to the room versus speaking to the individual.

00:21:54.931 --> 00:21:59.970
I see every piece of content that I create as a conversation between you and me.

00:21:59.970 --> 00:22:02.696
This is you and me having a chat.

00:22:02.696 --> 00:22:10.402
Right now it's like we're sitting down having tea at my kitchen table and I'm sharing some things that I've learned.

00:22:10.402 --> 00:22:19.971
And the way I think about recording something like this is we are having a conversation, which means I use you and I.

00:22:19.971 --> 00:22:22.720
I don't speak to a room full of people.

00:22:22.720 --> 00:22:27.090
I'm not doing like a you know on stage presentation.

00:22:27.090 --> 00:22:42.112
Right now it's you and me, so I don't use like we language or I try not to like we language or I try not to.

00:22:42.112 --> 00:22:48.573
And I also don't talk to the camera or don't talk to the microphone, like I'm talking to a group of people where some of the people in my niche are in that group and some aren't.

00:22:49.295 --> 00:22:54.734
I was reviewing a piece of content from one of my clients the other day, and he's a great coach.

00:22:54.734 --> 00:23:03.477
He helps people who are gay men develop more of a sense of self-love and acceptance and navigate the journey in many cases of coming out.

00:23:03.477 --> 00:23:18.039
And he started off this reel saying this is a video for people who are gay and maybe have come out or about to come out, and if that's not you, this is not gonna be relevant for you in this video.

00:23:18.039 --> 00:23:19.355
So maybe you don't wanna watch this video.

00:23:19.355 --> 00:23:24.402
And so, in essence, he's speaking to the.

00:23:24.402 --> 00:23:33.180
He's kind of assuming that the person who's watching this video is maybe potentially not the kind of person that he wants to watch this video.

00:23:33.180 --> 00:23:35.297
So my feedback to him was no, no, no.

00:23:35.369 --> 00:23:48.165
Just speak to the exact person that you're speaking to, that you want to speak to, and don't act like there are people watching who are in your audience and people watching who aren't in your audience.

00:23:48.165 --> 00:23:55.638
No, just speak directly to the exact person and treat it as a one-to-one conversation, you and I.

00:23:55.638 --> 00:24:02.133
There's a level of intimacy that's created when someone feels like you're speaking directly to them.

00:24:02.133 --> 00:24:13.178
When it's not like we, when there's a level of like we're just having a one-on-one conversation.

00:24:13.178 --> 00:24:14.941
Right now, you and I.

00:24:14.941 --> 00:24:18.012
There's something very powerful that's created in that moment.

00:24:18.012 --> 00:24:20.096
So how can you do more of that?

00:24:20.096 --> 00:24:24.512
Are you speaking to a room when you write a post or send an email?

00:24:24.512 --> 00:24:31.673
Are you speaking to your audience or are you speaking to that one individual in your audience?

00:24:31.673 --> 00:24:38.664
That's that perfect person that you know needs to hear this message and is a perfect fit to work with you.

00:24:39.630 --> 00:24:41.675
So speaking to the room is a big mistake.

00:24:41.675 --> 00:24:44.171
Speaking to the individual is what we want to do in our marketing.

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And that brings us to number five.

00:24:46.777 --> 00:24:52.154
Mistake number five, which is trying to make people look good or feel good.

00:24:52.154 --> 00:24:57.002
Excuse me, trying to make people feel good or look good Could be either.

00:25:06.589 --> 00:25:07.413
Here's the challenge with marketing.

00:25:07.413 --> 00:25:11.791
Most of us are good-hearted people and because we care about other people you know, it's funny as I'm, as I'm speaking right now, I'm like I'm using we.

00:25:11.791 --> 00:25:14.759
I'm literally just doing what I told you not to do.

00:25:14.759 --> 00:25:16.063
So I'm going to shift that.

00:25:16.063 --> 00:25:19.538
You and I, we're good-hearted people, we care about other people.

00:25:19.538 --> 00:25:26.702
Feel the difference, by the way, when I say that in that frame you and I there's just something more intimate about it.

00:25:26.702 --> 00:25:29.717
So you and I, we're good people.

00:25:29.717 --> 00:25:30.859
We care about other people.

00:25:30.859 --> 00:25:33.618
We want to help other people.

00:25:33.618 --> 00:25:34.705
We want to make people feel good.

00:25:34.705 --> 00:25:35.349
We want to help other people.

00:25:35.349 --> 00:25:37.971
We want to make people feel good.

00:25:37.971 --> 00:25:41.876
It's just who we are, you and I, as individuals, because we care.

00:25:42.877 --> 00:25:54.587
The problem is, feeling good is not always going to be what people really need, and it usually isn't.

00:25:54.587 --> 00:26:24.623
And so so many times I see and I've struggled with this too, as someone who does really care about other people sometimes I mistake making people feel good with doing what's best for them, and this, in marketing, is something that often gets in the way of showing up in a powerful, compelling way that's actually going to lead someone closer to making a positive change in their life and transforming their life as a result.

00:26:24.623 --> 00:26:26.794
Now, what does this mean?

00:26:26.794 --> 00:26:30.294
I feel like you might be asking yourself the question, jason what are you talking about?

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So if I want to make people feel good all day and I'm just creating content that's inspirational and people read it and they're like, oh, I feel really good about myself, but if there's someone in my audience that, for example, I know I speak to people every day who they wanna grow their business or maybe they're not where they need to be or want to be in their business.

00:26:53.497 --> 00:26:58.355
They're having a hard time, but yet they're continuing to go down that road every single day.

00:26:58.355 --> 00:27:16.694
Clients are inconsistent, revenue is up and down, they're missing clarity, and yet they're just continuing in that cycle, either because it's comfortable or safe, or because they haven't made that commitment to themselves to really change, or because they're afraid of investing in themselves and really getting the help they need.

00:27:16.694 --> 00:27:37.260
Because they're afraid of investing in themselves and really getting the help they need, so they're missing out on income, on impact, they're sacrificing their potential, they're accepting less than they know they're capable of, and so I could show up every day and just create some friendly content that feels good, or I could call those people out.

00:27:37.260 --> 00:27:40.273
I could say, like, do you really want to keep going down this road?

00:27:40.294 --> 00:28:00.153
I was having a sales conversation with someone this was a couple of days ago who reached out to me two years ago to want to work together and she decided the timing wasn't right for her and she reached out to me, actually, I think I checked in with her and she said hey, I still need help.

00:28:00.153 --> 00:28:09.863
This was like within the last week and she was exactly where she was two years ago in our business and she's like I'm feeling some tension about making this investment.

00:28:09.863 --> 00:28:11.152
I said hey, can I share some feedback with you?

00:28:11.152 --> 00:28:12.193
Are you open to hearing my thoughts on this?

00:28:12.193 --> 00:28:13.297
Share some feedback with you?

00:28:13.297 --> 00:28:14.759
Are you open to hearing my thoughts on this?

00:28:14.759 --> 00:28:23.871
And she said yes, and I said so.

00:28:23.871 --> 00:28:28.001
We spoke two years ago and you're in exactly the same place in your business now as you were two years ago and you're so worried about making this investment right now.

00:28:28.001 --> 00:28:32.401
But the truth is you missed out on probably $200,000 over the last two years by not doing this.

00:28:33.970 --> 00:28:37.200
So I guess the question is are we going to have this conversation in two years?

00:28:37.200 --> 00:28:38.834
So I guess the question is are we going to have this conversation in two years?

00:28:38.834 --> 00:28:39.715
And, if so, where are you going to be?

00:28:39.715 --> 00:28:41.740
You're going to be in the same place.

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Are you going to make a change?

00:28:42.630 --> 00:28:43.712
You can decide to change this.

00:28:43.712 --> 00:29:04.579
So in that moment like that's calling someone out probably doesn't feel good, but I'm calling this person to rise, I'm challenging the level of thinking that has kept them where they are, and there is a place for this in marketing and it doesn't always feel good.

00:29:05.863 --> 00:29:09.421
So if your priority is, I just want to make my people feel good.

00:29:09.421 --> 00:29:13.594
You're going to miss out on opportunities to really call people out.

00:29:13.594 --> 00:29:18.530
You're going to miss out on opportunities to trigger people, really call people out.

00:29:18.530 --> 00:29:34.382
You're going to miss out on opportunities to trigger people because oftentimes, when people get triggered, what you're doing is you're helping them confront a part of themselves that they've been brushing under the rug, and so much of marketing is about this, so much of sales is about this too, and really sales and marketing are not that different.

00:29:34.382 --> 00:29:43.555
I just think of marketing as like you're speaking to multiple people at once, whereas sales is you're having a one-on-one conversation with someone, but really the same principles apply.

00:29:46.141 --> 00:29:49.817
So are you trying to make people feel good or are you really calling them to change?

00:29:49.817 --> 00:29:59.472
What are the uncomfortable things that people need to acknowledge that your niche, the people in your niche, need to confront in themselves?

00:29:59.472 --> 00:30:08.761
What are the excuses, the mental barriers and blocks that they've placed within themselves, in their dreams and their vision?

00:30:08.761 --> 00:30:35.138
How can you call them forward into the most expansive, highest version of themselves, which oftentimes means making them uncomfortable If you're not willing to do this, because you are more concerned about other people liking you and feeling good about you than actually helping them change?

00:30:35.138 --> 00:30:38.339
In my opinion, you're doing them a disservice.

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This is where we have to rewire and shift our beliefs around marketing and sales, because when you start to see doing this as an act of service, this is not about me.

00:30:50.540 --> 00:30:53.737
I'm not just making you uncomfortable for the sake of making you uncomfortable.

00:30:53.737 --> 00:31:11.378
I don't wanna make you feel bad, but I'm willing to get uncomfortable with you because I want to be an advocate for your vision and we have so few people in our lives who will actually call us out, who will hold us to those things and not let us slip.

00:31:11.378 --> 00:31:27.220
And when you can be that for your people, whole new level of marketing Makes signing clients so much easier because you're not concerned about oh, I just want to be liked.

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We got to set that aside.

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The goal of marketing is not to be liked.

00:31:32.934 --> 00:31:36.616
The goal of marketing is to help people change for the better.

00:31:36.616 --> 00:31:38.931
That is what you're here to do.

00:31:38.931 --> 00:31:42.719
That is what I'm here to do, not just make you feel good all day.

00:31:42.719 --> 00:31:45.431
So are you trying to make people feel good?

00:31:45.431 --> 00:31:46.373
Is that your goal?

00:31:46.373 --> 00:31:48.675
Are you afraid of making people feel bad?

00:31:48.675 --> 00:31:54.788
How can you start to shift that mindset?

00:31:54.788 --> 00:32:05.492
Very, very powerful when it comes to marketing, and that brings us to mistake number six, and this is something that I'll be honest.

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This is a mistake I continue to make, which is skimping on the hooks.

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I see so many people create amazing content.

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They got an amazing post that they wrote and then it's like the first line is just like whatever they came up with first, it's like a throwaway, they don't think about it.

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Or they start the post in like the most boring way and then like halfway through the post, I'm like this is amazing, but the problem is no one's ever going to read it.

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Halfway through the post, I'm like this is amazing, but the problem is no one's ever going to read it, because if you can't stop the scroll in that first line, in that headline, if you're on social media, it's the first line or two of the post or the image.

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If you're on Instagram, image driven platforms, that is basically the headline, because the image is like 80% of it on Instagram.

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So if your image is not amazing or if you're on YouTube, you don't have a great thumbnail and headline.

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You could have the most amazing video in the world, but no one's going to watch it.

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Or your email, your subject line.

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Your first goal is you need to get people to pay attention.

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If you have an amazing piece of content but you can't grab someone's attention in the first place, it doesn't matter, it's never going to be seen.

00:33:22.119 --> 00:33:24.345
So the value of focusing on headlines.

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I think it was David Ogilvie, one of the old school ad guru guys.

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He said once you've written your headline, you've spent 80 cents of your advertising dollar.

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So many people treat the headlines as the throwaway.

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In my opinion, this is the most important thing.

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So you should be spending a lot more time on the titles of your videos, on the first line or two of your posts.

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Write the post and then go back and tweak the headlines and tweak the first few lines and come up with, you know, four or five or six different versions.

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When I come up with headlines for these YouTube videos or these podcast episodes, I go into ChatGPT I love using ChatGPT for this and I'll be like come up with 50 headlines here's an example of the content and I will go through like 50 to 100 headlines to come up with the one that I think is going to be the right fit for this piece of content.

00:34:20.980 --> 00:34:38.106
I try to spend a lot of time really honing in those headlines Because, if you can do this, it's the difference between someone just scrolling past your piece of content, even if it's amazing, and maybe like five times the amount of people actually reading something, or 10 times the amount of people reading something.

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There's so much ROI from this very small, insignificant thing that most people don't pay enough attention to.

00:34:44.911 --> 00:34:49.251
So are you paying enough attention to your headlines today?

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Can you double down on this in your next post?

00:34:54.070 --> 00:34:57.280
Can you double down on this in your next post?

00:34:57.280 --> 00:34:59.443
So, so, so important.

00:34:59.463 --> 00:35:07.291
And that brings us to the last of these seven marketing mistakes, which is, if this, then that thinking.

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Most online business owners I meet are too narrow in the way they think about marketing.

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In other words, they post a piece of content and if that content doesn't immediately generate sales or leads, they feel like the content wasn't good.

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Or if they do a masterclass and they don't immediately get applications after the masterclass, or maybe in the week afterwards they don't get applications right away, their first thought is oh, the masterclass wasn't good.

00:35:39.554 --> 00:35:46.291
It's very tempting to look at marketing in this way, which is linear, narrow.

00:35:46.291 --> 00:35:47.701
If this, then that thinking.

00:35:49.704 --> 00:35:55.711
We tend to think about the journey that people go on as A, b, c, d, e.

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In other words, someone downloads my lead magnet, they're on my email list, they get the first email on my autoresponder and then the second email and then they read the third email and then the fourth email and then the fifth email is a sales email and they're going to buy in the fifth email.

00:36:08.666 --> 00:36:12.800
That's how so many people think about marketing.

00:36:12.800 --> 00:36:38.288
That's why most people have a hard time with marketing, because if you actually look at the journey that most people take from stranger to client, it's a meandering, winding, messy, crazy journey of lots of stops and starts and it looks nothing like a clean auto responder sequence that you might create in your email marketing software.

00:36:39.121 --> 00:36:44.166
What it most often looks like is someone click your ad they downloaded your lead magnet.

00:36:44.166 --> 00:36:58.867
Then they unsubscribe from your email list, then they're getting your retargeting ads and then maybe they stumble upon your YouTube video, like six weeks later, and they watch your YouTube channel and they watch a couple of videos and then they forget about you for a month and a half.

00:36:58.867 --> 00:37:06.746
But then they see another ad and they decide to sign up for your email list again and then they're a little bit more familiar with you and they see that you're running a masterclass.

00:37:06.746 --> 00:37:09.268
They sign up for the masterclass and they never go.

00:37:09.268 --> 00:37:13.668
And they see the replay email, but they didn't get to it in time, so it expired.

00:37:13.668 --> 00:37:25.550
And then they saw another YouTube video and then they heard their friend talk about this coach they're working with, and the coach actually knows you, and so they heard that you're actually really good at what you do.

00:37:25.550 --> 00:37:35.853
And then, two months later, when they finally decide they're ready to make a change, they think of you and they submit an application using a different email address.

00:37:35.853 --> 00:37:42.440
So in your system it looks like this person just signed up, but in reality, they've been following you for like six months.

00:37:42.440 --> 00:37:44.826
This is the journey of marketing.

00:37:45.947 --> 00:38:06.161
So the problem is when you, when you start to think about marketing in a way where you start to look at everything as quantifiable and everything as okay, someone's going to do this, and then they're going to do the next thing, and then they're going to do the next thing, and everything can be measured and tracked and I can evaluate each individual piece of this in a vacuum.

00:38:06.161 --> 00:38:24.132
You're not thinking about things in the way that marketing actually works, so you're missing out and, as a result, people who tend to think about marketing in this way tend to look at marketing in a very narrow, short-term, transactional context.

00:38:24.132 --> 00:38:32.063
You know, when I was a director of sales, our marketing system what we used was very short-term, transactional.

00:38:32.063 --> 00:38:42.884
We had an ad people were running to, people were clicking on, and then that would lead to a webinar, and then that webinar would lead to a sales call and that worked for a little bit until it stopped working.

00:38:42.884 --> 00:38:53.623
Because the problem is, when you run a system like that, you're really only speaking to the 3% of people who click the ad, who watch the webinar, who are, like, ready to buy in that moment.

00:38:53.623 --> 00:39:00.300
But what about the 97% of people who watch the webinar who may not be ready to buy yet, but might be ready, like six months down the line?

00:39:00.300 --> 00:39:05.884
You end up turning those people off in many cases because you got this very short term, transactional way of doing things.

00:39:07.226 --> 00:39:10.512
So here's the truth Marketing is an ecosystem.

00:39:10.512 --> 00:39:30.447
Everything that you do and create is part of a larger ecosystem and every single time you show up, every time you create a piece of content, every time you send an email, every time you post, every time you have a conversation with a potential client in the DMs, that maybe doesn't even lead to a sale.

00:39:30.447 --> 00:39:45.047
In that moment, you build trust, you plant seeds, and so the more you can think about marketing in this way less as a if this, then that, more as this holistic ecosystem the more effective you're going to be.

00:39:45.047 --> 00:40:02.989
It's this zoomed out, larger perspective thinking that allows people to be more successful in the marketing that they do, and that means that even if something doesn't produce results right away, it doesn't necessarily mean it was a failure.

00:40:02.989 --> 00:40:10.793
This is one of the reasons why I create so much free content and I'm so generous in the content that I create.

00:40:10.793 --> 00:40:22.710
I give a lot away, Because my goal when I I create a video like this or show up and record a podcast like this, is I don't care about you buying after this episode.

00:40:24.081 --> 00:40:29.860
Maybe one of you or two of you who are watching this is like great, this was awesome, I'm ready to go.

00:40:29.860 --> 00:40:37.554
For the most part, I see this more as like we're just building a relationship here, and if I can create an awesome experience for you here, we can build some trust.

00:40:37.554 --> 00:40:38.737
You get to know me a little bit more.

00:40:38.737 --> 00:40:49.682
On a deeper level, you walk away from this experience being like oh yeah, jason really knows his stuff and maybe we'll have a conversation three months or six months or a year down the line when you decide you're ready.

00:40:49.682 --> 00:40:56.894
So if I was thinking about this, if this, then that kind of context, this wouldn't be possible.

00:40:56.894 --> 00:41:10.925
Every video I'd create would be like a sales pitch, and you probably know people you follow on the internet like this, or maybe you follow them for a bit and you just get super turned off because it's very transactional.

00:41:10.925 --> 00:41:16.293
So are you falling victim to?

00:41:16.293 --> 00:41:17.715
If this then that thinking?

00:41:17.715 --> 00:41:22.889
Are you treating everything you do in marketing in this very narrow way?

00:41:22.889 --> 00:41:25.887
If so, how can you zoom out?

00:41:25.887 --> 00:41:27.708
How can you see the larger context?

00:41:27.708 --> 00:41:31.670
How can you look at what you create as this larger ecosystem?

00:41:31.670 --> 00:41:37.431
The more you can make this shift, the more successful you will be.

00:41:38.900 --> 00:41:42.030
So some powerful marketing mistakes we've covered in this video.

00:41:42.030 --> 00:41:48.440
Number one making sure that you avoid pitching the process, focusing on those outcomes and results instead right.

00:41:48.440 --> 00:41:52.009
Number two speaking to the believers instead of the non-believers.

00:41:52.009 --> 00:41:57.471
Speaking to the people who already believe the things that they need to believe in order to be a good fit to work with you.

00:41:57.471 --> 00:42:00.730
Number three dialing up what makes you different.

00:42:00.730 --> 00:42:04.489
Number four speaking to the individual versus the room.

00:42:04.489 --> 00:42:17.329
Number five not worrying about trying to make people feel good, letting go of that and really seeing your role in your marketing as motivating people to make a change, which sometimes means you got to make them uncomfortable.

00:42:17.329 --> 00:42:21.010
Number five or number six, excuse me, skimping on the hooks.

00:42:21.010 --> 00:42:30.052
So really focusing on making those hooks in your content First line of your posts, your subject lines, your headlines, your thumbnails the best that they can be.

00:42:30.052 --> 00:42:37.481
And then number seven, looking at your marketing as this larger ecosystem rather than focusing on things in a very narrow context.

00:42:37.481 --> 00:42:51.802
These are some of the biggest mistakes I've made on my journey not doing these things, and if you can avoid these mistakes, you will be so much further ahead than 99% of the online business owners out there Now.

00:42:51.882 --> 00:43:00.208
This is, of course, one piece to success, and there's so much else that goes into growing a wildly profitable online business.

00:43:00.208 --> 00:43:02.570
Marketing, of course, is a big key to this.

00:43:02.570 --> 00:43:04.331
You also got to have clarity on your niche.

00:43:04.331 --> 00:43:07.755
You got to know what your offer is and have a really good offer that people want to buy.

00:43:07.755 --> 00:43:12.338
You got to have a sales process that's super dialed in place and clarity on your marketing strategy.

00:43:12.338 --> 00:43:15.166
And look all of these pieces work together on your marketing strategy and look.

00:43:15.166 --> 00:43:27.510
All of these pieces work together and it's more than possible for you, once you have these things in place, to go from a place where maybe you're not sure when your next client is gonna come, or you feel like your revenue is inconsistent up and down.

00:43:27.579 --> 00:43:31.885
You're missing clarity on your marketing, you're working harder than you need to be.

00:43:31.885 --> 00:43:33.972
Do you ever feel like that?

00:43:33.972 --> 00:43:39.012
Just like man, I'm seeing all these people out there that make this look easy, and yet it doesn't feel easy for me.

00:43:39.012 --> 00:43:41.282
It feels like I'm working really hard for this.

00:43:41.282 --> 00:43:45.422
If you feel this way, you're not alone, and I want you to know that it does not have to be this way.

00:43:45.422 --> 00:44:01.731
With the right pieces in place, with guidance, with mentorship, with support, with someone on your team who can based on the hundreds of entrepreneurs I've helped and served to be able to literally just take a look at what you're doing and say this needs to change.

00:44:01.731 --> 00:44:02.561
This is really good.

00:44:02.561 --> 00:44:03.643
Don't change that.

00:44:03.643 --> 00:44:07.492
Here's what I think you need to do to tweak your offer.

00:44:07.492 --> 00:44:11.032
Here's some feedback on your content and posts.

00:44:11.032 --> 00:44:13.561
I mean, imagine what that would do for you over the next six months.

00:44:14.764 --> 00:44:28.349
Our accelerator program is really designed to give you these tools to give you the guidance, the mentorship, the personalized strategy and plan, the feedback, the support from an incredible community of high-level entrepreneurs who are all on this journey with you.

00:44:28.349 --> 00:44:32.286
So you're not alone, you're not second-guessing, you're not wondering what to do next.

00:44:32.286 --> 00:44:37.242
You're feeling that sense of clarity that you know is what you need in order to move forward.

00:44:37.242 --> 00:44:42.701
We currently have a couple of spots open inside of our accelerator program.

00:44:42.701 --> 00:44:45.168
I'd love to extend an invitation to you.

00:44:45.168 --> 00:44:49.045
If you're an established entrepreneur, you've already had some level of momentum in your business.

00:44:49.045 --> 00:44:56.032
You're not completely brand new and you're ready to unlock that next level of income and growth and impact and freedom in your business.

00:44:56.032 --> 00:44:58.648
I'd love to explore how we might be able to help with this.

00:44:59.661 --> 00:45:04.391
If you go to jasonmosscom forward slash apply.

00:45:04.391 --> 00:45:07.429
There is a link to an application form.

00:45:07.429 --> 00:45:09.487
Spend a couple minutes, fill that out.

00:45:09.487 --> 00:45:10.884
That will go directly to me.

00:45:10.884 --> 00:45:16.800
I'll review that personally and if I think we can help you and I think you're a good fit for the program, I'll review that personally.

00:45:16.800 --> 00:45:35.367
And if I think we can help you and I think you're a good fit for the program, I'll reach out to you personally within the next two days or so and we'll have a no pressure conversation, a chat about what you really need, about what your best next steps are, and we can figure out together whether or not this is best for you and, if not, I'll do my best to point you in the right direction, towards another resource or coach or someone else who can help you when it comes to growing your business.

00:45:35.728 --> 00:45:46.088
So your next step, if you're interested in exploring what working together might look like, is to go to jasonmosscom forward slash, apply.

00:45:46.088 --> 00:45:48.753
That's jasonmosscom forward slash, apply.

00:45:48.753 --> 00:45:50.342
Fill out that application.

00:45:50.342 --> 00:45:57.762
We'll take a couple minutes and do it now, because you and I both know you get busy and you listen to a podcast episode like this.

00:45:57.762 --> 00:46:02.766
You have that little moment of inspiration where it's like, yeah, I really need to do this, and then you're off to the next thing.

00:46:02.766 --> 00:46:08.016
You're busy in your business and you know, look back six months or 12 months down the line, you're right where you are today.

00:46:08.016 --> 00:46:09.400
So I don't want that for you.

00:46:09.400 --> 00:46:16.070
I'd love to extend that invitation to you and I'm looking forward personally to exploring how we might be able to help you.

00:46:16.070 --> 00:46:18.213
So jasonmosscom, slash apply.

00:46:18.592 --> 00:46:19.894
I hope you enjoyed this episode today.

00:46:19.894 --> 00:46:24.490
We got so much more good stuff coming and I will see you in the next episode.

00:46:24.490 --> 00:46:28.452
Thanks so much for listening to this episode of the podcast.

00:46:28.452 --> 00:46:33.726
I hope you enjoyed it and if you're listening on Apple podcasts or Spotify, consider leaving a review.

00:46:33.726 --> 00:46:36.391
It really helps the show and will help new people discover it.

00:46:36.391 --> 00:46:39.717
And if you enjoyed this episode, share it with a friend.

00:46:39.717 --> 00:46:43.027
There's so many people out there that could benefit from this material.

00:46:43.027 --> 00:46:58.003