Delete 95% Of Your Marketing (And Grow Faster)

Why can't marketing just be easy again? What if the reason you're not growing fast enough isn't because you're not doing enough stuff, but the opposite? You're doing too much. Too many moving pieces, too many different strategies, and none of them fit together. You're stuck there in the middle of it, completely overwhelmed, frustrated because it's not growing. It's super common. So, in this video, I want to show you how we replaced this massive marketing to-do list with a simple one-page plan that's got us to 1.7 million dollars a month. Show you how to use it. And the best part about the whole system is our first job is going to be getting rid of 95% of the that you thought you had to do. Shall we do this? Let's get started. My wife loves jigsaw puzzles. Me, I freaking hate them. Couple times a year, I'll come downstairs to the dining table and she will have like tipped out a box of a thousand-piece jigsaw puzzle all over the table to spite me. Worst thing is, she doesn't even look at the You know the picture on the back of the box? She doesn't even look at the picture. She just like goes by gut feeling and eventually over the period of a few days or a week or sometimes longer, a beautiful puzzle piece arrives. Every now and again, to try to be smart, I'll come down and I'll go, "Oh, here's a piece." And then I'll flip over the box I'll flip over the box to have a look at the thing and see where it all fits together. She's like, "That's cheating." Makes me put it away. So, I'm left with this stupid piece. I don't know where it goes. I don't know how it fits together. About 30 seconds later, I give up in frustration, put it back, and go back about my life. I don't want a thousand pieces of anything. Not in a puzzle, and certainly not in a marketing system. And that's what you've got going on right now. So, if I was a fly on the wall at your place, at your marketing system, I reckon I'd see a thousand-piece jigsaw puzzle all over the desk, and you're completely overwhelmed, not knowing how the pieces fit together or even if they're for the right set. And every day you get an email or you watch a piece of content or you click on an ad from some other schmuck trying to sell you another piece. And you just collect pieces to add to the puzzle that's already too much. Since when was the answer to too much more? Complex systems fail. And every day you click on emails or on ads or you watch a piece of social content from some other schmuck trying to sell you another piece. You know what they're trying to sell you? This list that I'm convincing I'm trying to convince you to chuck out. You need to do more viral shorts, launch a webinar, more lead magnets, something about AI. All of the stuff. More and more pieces and none of them fit together. No wonder your business isn't growing as fast as you want and you are overwhelmed. So, I hate puzzles with a passion. But, if I had to do one, I'd cheat. I'd get one of those puzzles for like a 5-year-old. You know, like five or six, maybe seven big fat chunky pieces and a picture on the back of the box that was dead simple, like I don't know, uh a Tonka truck or a beach with a an umbrella and the sun, something super super easy. You don't need more puzzle pieces. You need two things. Number one, less, a lot less pieces. And number two, a really simple picture on the back of the box to show you when this marketing system is fully fully operational, like the Death Star. This is what it looks like. Complex fails, simple scales. This thing wants to be so simple you could sketch it out on a piece of paper in 30 seconds and everybody on the team, even if it's just you, will totally understand exactly what's in it, what's not in it, and how to get leads and sales now. Let's chat about it. So, this happens to all of us. It certainly happened to me. A couple of years ago, business was like on paper good, but if you're on the inside, it was hard work. We're spending $60,000 a month on ads, had a sales team of nine who had to keep fed, you with leads non-stop. We were trying to do all the things and none of them were very good. And I remember just being super like a mix of like despair. man. Like, we are working so hard at this. We're spending so much money on this and it's just like growth had plateaued. There's nothing worse than feeling like you're throwing everything at something and it's just not working. So, partly like just pure frustration and partly shame. Like, I was looking at the stuff we were putting out and I wasn't proud of any of it. So, I figured it's time to change things up. And it started with what are we not going to do? And we decided to not do a bunch of stuff, uh and then just double down on the like a few core pieces that I could understand that were in my wheelhouse like as a as a superpower. And then we just like built one piece. And once that was working we added the next. And once that was working we added the next. And eventually over a period of, you know, four or five or six months this thing got really good. And now it's an absolute juggernaut. It's a simple juggernaut if that even exists. The cool thing about it is I can sketch it out in under a minute. And we'll do that together in just a second. But let me tell you what it's done for us because hopefully this convinces you that you know, I'm not just going to like sketch out some ideas for you. I just want to show you a one-page plan that has completely changed my business and that of a bunch of clients. So, it's got 700 clients to a million dollars a year just in the last little while. And in the last 12 months this little system has done a ton for my business and it'll do the same for you. We added an extra 70,000 followers on Instagram because of this page. We rebooted a dead YouTube channel and turned it into 165 paying clients and 5 million dollars because of this page. We've sold out clients and Black Belt and Boardroom. Black Belt's been sold out 12 months in a row now. Boo-ya. Super pumped about that. Boardroom's capped and full. And we're doing 1.7, 1.8 million dollars a month simply and easily by not doing most of the stuff you're supposed to do. So, to make this thing really simple, in a moment I'm going to go to my desk and I'm going to sketch out the picture on the back of the box, what the marketing system looks like when it's done and it's simple and it's working. The same thing that we're using right now. The good news is you don't have to do everything on the on the menu at all. Just like when you go to a restaurant you don't have to eat everything. So, in this video I'm going to show you all the pieces and then after I've shot this video I'm going to shoot a whole bunch more. Short ones, simple ones, tactical ones about how to do each of the pieces. I think they're going to end up in a playlist linked with this one. So, once you watch this one I'll tell you where where to go next so you can build an audience, you can get leads, you can sign clients and make the whole thing dialed in for you. But before we walk through the pieces, let me show you the picture on the back of the box. All right. So, let me show you how this works. Mhm. So, I'm going to sketch um cuz it's fast and it's simple. But if you want to download a a copy of this that you can look at your marketing through, I'll chuck one in the description below. If you're going to draw like me, get a worksheet, circle about a third of the way across, a diamond on the two-thirds. Lines down, divide it up, half, half, and this one this is the one-page marketing map. Its job, take people who don't know you, cold people on the left-hand side of this page, all the way through to happy clients paying you money on the right-hand side of the page. And to do that, we're just going to think about the three steps that people go through on that journey. Uh, we've got some people who are cold, skeptical, they don't know you, they don't trust you. We've got some people who are a bit warmer, you know them, they know you. They want to go deeper. And people who are hot and primed, ready to buy. Down here, we've got uh, clients. Uh, and this is our delivery part. So, this is their phase. If you think about you know, what you're doing along the journey, this column here, cuz it's for cold people, is our lead gen. This is where we get new people. This circle here is once we've got them, how we warm them up. We'll call that uh, L N for lead nurture. This part here is how we take people who are warm into clients. That's uh, convert. Or conversion. And then here is going to be deliver. You know, a program. Again, I don't know you, happy client paying you money. And all we want is a simple pathway from left to right. Uh, I want you to treat this a bit like a menu. You don't have to eat everything on the menu or order everything on the menu. I'm going to show you the options, and one of our steps, once you know the pieces, is going to be which ones are you just like, "Hell no, I'm not doing that." So, your leads and prospects and clients experience it left to right. When we build it, we actually build it, you know, reverse engineer it from product first. I'm just I'm just going to touch on these two. Uh, we're either product-wise we're either selling one of two things, either what we call a hero product, a course, something with a outcome in a set period of time, or we're selling monthly recurring revenue ongoing program, whether it's one-on-one or group, it's not the purpose of today. To get people to buy that, they're going to come into an offer, work on that a bit. Now that you know you're selling this or you're selling predominantly that, let's start at the fun end with lead generation. So like I said over at the couch, I'm going to give you the overview right now just so you can see what the box looks like, and then each one of these little pieces I'll shoot a video for so you can jump to the bits which are relevant for you, okay? When it comes to lead generation, we set up a really simple cadence, and the rhythm looks like this. There's something we do every day, something we do every week, and something we run every month. Daily, we post short-form content. You don't want to be on every platform, you just want to pick one platform where you're a native, you understand it, you get it, you enjoy it, where your prospects also happen to be. It could be video, it could be text, it really doesn't matter. I've chosen Instagram because I like it, but if if for you it's LinkedIn or X or Facebook or MySpace, you do you. Why do we start with short-form? Because this is the place where we build an audience. It's where you the people you want already live. And so we want to post something useful there each day in a way that builds an audience and gets them into the rest of the funnel. I'll shoot a whole video on short-form content, whether you're thinking ads or organic, it's got you covered. So we're going to build an audience, we need to get them out of passively watching you and into your into your world, you know, out of the social world and into yours. And so the way we do that is with a particular kind of magnet. You've heard of lead magnets before, you know, information, you know, how to do this, an article about seven ways to do that. My first lead magnet was the ultimate guide to building a 10 by 10 marketing system for your business coaching business. Uh, guess how many people read that? Not very many. Sharing broad information used to work in an era where you had the answers and your prospects didn't, but that's not the world we live in right now. They can Google, they can YouTube, they can, you know, AI that stuff. And so instead of wanting to learn more, therefore we give people information, they just want an outcome. And so what we do is instead of giving people broad information, we give them a micro magnet. And a micro magnet is instead of being broad, it's skinny. And I think about it like pulling a splinter out. They don't have to learn anything. We're like, "Oh, you're in pain there?" We pull it out. They go, "That was amazing. And I want more." And they find out about the rest of your work together. Again, video on micro magnets in the playlist. We're building an audience, we're getting leads. Once a month, it's time to shake the tree and turn some of those people into clients. And the way we do that is with a monthly workshop. You can do them in person, you can do them online. It's easy to do them online. You can do them free, you can do them paid. It's way better to do them paid. So there's a whole video about how how we get people to pay to come to a workshop that you run once a month and either book a call, if that's your sales process, or read an offer doc, if that's your sales process, and go from lead gen into the conversion side in one step. So that's our daily, weekly, monthly rhythm for lead generation. The next piece is lead nurture, because we've got people who have gone from cold, they're not hot yet, right? We need to warm them up. So the way we do that is with this thing called the nurture cycle. There are four things on the menu they get to choose from. Rather than like write little things, which is hard, especially if you're watching this on a phone, I'm going to explode this circle out, draw it over here. And then we'll come back to the rest of the map in a moment. This is your nurture cycle. Again, I want you to think about the job of this is to get people from uh warm to hot and ready. The big idea here is that instead of like waiting until people are ready by dripping on on them consistently and hoping that the time does its job, we can intentionally build that time on on brand and get people hotter quicker. So there are four options on the menu. Uh we built a multi-million dollar coaching program using DM conversations and sell by chat. That's an option for you. Just understand I'm not talking about like cold DMing strangers, okay? That's it. Doesn't fly. I get thousands of them every single day. No, I don't want you to edit my videos. No, I don't want you to sell for me. No, I'm not looking for a hardcore aggressive relentless closer. Okay? If we do this right, we get people who've raised their hand here and we continue the conversation there. It's like we've got them to knock on your door and it'd be rude not to respond. So, chat's a great tool for taking people deep quickly. And that's where we started. The next one that I added was email. Every day I see some idiot saying that email's dead and do this instead. Oh, I haven't sent an email for ages. Oh, I just repurpose my old stuff. Yeah, no wonder you think it's dead cuz it's dead for you cuz you're doing it in a stupid way. If you stripped out everything else that I've got in terms of lead nurture and conversion and just left me with email, I would still clean house cuz it's my go-to. I'll shoot you a whole video about how we do email well, particularly how we use the offer cycle and campaigns. But just know that that's the best channel you've got because everything else is on rented platforms. Yeah, you don't own Facebook, Zuck does. You don't own Instagram, Zuck owns that one as well. You don't own WhatsApp, etc. etc. etc. Email is is an asset that you own and you've got complete control of the relationship. If you send stuff that's good and moves the relationship forward. Again, you don't have to do all of this, you get to choose. The next piece that we added though was a VSL, video sales letter. That lives on YouTube. It serves to take a prospect from warm to hot in like 20 minutes. It's the single most useful asset you can build if you've got leads but not enough clients, this is the piece that's missing. So again, I'll shoot you a video about how to do that. And then a year ago, we figured out that if the job isn't to increase their time on the list but increase their time on brand, their brand width, there is nothing like a long-form show that people get to binge because binges are buyers. And so that's where YouTube and long-form came in for us. I'll do a whole video about it but just understand those are the four tools in this uh nurture cycle. And people, we generate leads here, and then they go through the cycle until they're hot and we make the right offer for them. So, we've talked lead gen and lead nurture. Now comes the sales piece. This is a choice. I want you to pick this one or that one. Don't do both. Either you sell uh with an Offer Doc sales list like we do, or you sell with sales calls, and our job then is to get more appointments booked and have them close. We call that the appointment engine. I see a bunch of people trying to do both. You've only got one It's tough to ride two horses. So, in a minute when we flush out the whole map, you're going to choose which bits are fit for you. And one of the core decisions is, okay, am I selling something short or something long? Followed by do I want to sell it with calls or not? You don't need to do both. They both work equally well. It's just which one works best for you in your situation and the kind of life you want to live. For me, I don't want a sales team and I don't want to be on sales calls, so this decision was easy and that's not even part of my map anymore. So, there's only one more bit. This weird diamond that's sitting out here all orphaned and alone. What the hell's that about? Well, so we're getting leads, we're warming them up, we're going to either sell with a doc or with a call into one of these programs. The thing that's going to make sure that the doc converts well or the calls convert well is how tight, how good, how compelling, and clear your offer is. There are five things that make an offer sell or not, and you've got to get them all right. So, we'll do a whole video on the offer diamond so we can get yours sharpened up, too. So, this is the one-page marketing map. It's the model I use. It's the same system that we use with every single one of our clients. It's got 700 of them to a million bucks a year so far and counting, about one every week. And uh the next job is, okay, now that I understand it, what the hell do I do with it and how does this make my marketing simpler? So, let's do that now. All right, this isn't supposed to be part of the video. I had come up with a clever idea to illustrate the idea of uh showing people's way through your pathway. So, I needed a pen to do that with. The pen wasn't primed, so I shook it. And there was a bit of a Jackson Pollock experience where I've now got like purple paint everywhere. And then I looked at the cup and picked that up, and I've managed to pour coffee all over my You're about to see what happens when I'm left unsupervised. Yeah, there's mostly spiders over here. >> What are [laughter] you doing, man? >> Oh, So, remember, you don't need everything on this map. It's just a simple visual of your customer journey. Our goal is to get someone from like, "I've never heard of you." through lead generation, lead nurture, conversion, through your offer, into one of these programs, and come out as a happy client paying you money. So, if I was your coach right now, and we were mapping out your marketing, we'd do it in three steps. The very first thing we'd do is we'd look at this map and go, "Is there anything on this list that's like a oh, hell no for you?" That's my favorite thing, cuz we can just cross stuff off based on your situation. So, let me give you an example. I'm going to grab my red pen here. I'm like, "Well, in my business, I'm completely salesless. We don't have a sales team, no setters, no closers, no appointments, no nothing. So, anything that involves salespeople is an instant oh, hell no for me. So, there's no appointment engine cuz I don't want appointments, and there'd be no one to have them in the first place. In the nurture cycle, I told you it got messy. In the nurture cycle, DM sales and sell by chat is out as well because of the same reason. If I'm thinking about Black Belt, it's monthly recurring, it's not a hero, and that's out. And all of a sudden, in I don't know, 10 seconds? 20 seconds? I've already taken a bunch of pieces off the board that I don't even have to worry about anymore, and I feel like 5 years younger. That's what we want for you. Step one, oh, hell nos. Step two, what are you already crushing at? What's already great? Because there's no need to reinvent a wheel that's rolling great. So, in my world, when we started this process, couple things were really good. The offer was strong. So, I'm just going to circle that. That's great. Don't touch it. And my monthly recurring revenue program, Black Belt, is epic. So for the purposes of like dialing in my marketing, I got to ignore those as well. And there was only a few other pieces left on the table. So then, of what's left, we go, "Okay, what's first, what comes next, and then what?" You don't need the whole like 12 months worth of runway mapped out in front of you. Just the first three is going to be great, and we can usually get the first one, probably two done in 6 weeks, and then we just pick up the next one. And these things just stack like a marketing system that just gets stronger and stronger and stronger over time. So for us, I actually started with email. This was number one for me. I was really embarrassed about the stuff we were sending out under my name, and I wanted to take it take back control of it for 6 weeks, and if I liked it, we keep going. There's a whole system for email that's crushing. That was where we started. That started to work, and so that gave me a bunch of confidence. I was like, "Okay, well, let's dial this in, and short-form came next. So we had email sorted, and short-form. So if you notice, I got something for lead gen, I got something for lead nurture. The third piece we did was the doc. Having a a really clean, super clear, compelling offer in a doc that people could read and self-check out. And then things just spiraled on from there. Then we got into micro magnets and workshops and long-form and the VSL and all the pieces. So the mission for you is really simple. If you're looking at this map right now, colorful as it is and coffee-stained, it starts with red pen, what's your hell no's? Green pen, what's already great? And then yellow, what do we need to add first, second, and then third? When we do this with our clients, two things happen. The moment we cross and circle reds and greens, people breathe cuz life just got simpler again. And when we do first, next, and then, our 1 2 3, then life gets really simple cuz I know what to focus on, and most importantly, what to ignore. Typically, we can get two of these projects done in the first 6 weeks, and they're getting leads and sales and money in a couple of weeks' time. Most of our clients when we start working together, lead generation is a real problem, so we'll often start there. That's the next video in the playlist. You can watch it up here. We started today with uh marketing video number one, why can't marketing just be simple again? I think we've done a great job here. Thank you. Spiked.