How to Cure Up and Down, Feast-Or-Faminue Income Using Marketing Systems
Morning to you. It's a Saturday morning. I'll be writing my newsletter here in a minute. I believe I know what I'm gonna be writing about today is I was going through one of my notebooks. I have notebooks that I write, my notes in, and One of the notes that I had was a quote I had read that said the cause of ups and downs, or like when you go from crisis to crisis, the cause of that is the lack of a standardized activity.
In our case, that would be marketing activity. So good morning to you. This is what I want to talk to you about today. It's Saturday morning. I'll be writing my newsletter. Saturday morning's always a great time because my wife usually does pancakes or something like that and it's really good.
So masterminds, good morning. This is a Facebook group live stream only. So if you watch it on replay, type replay, if you watch it live, type live, you watch the Bitter End type, bitter in. Let me know if you're watching. In business and marketing, a lot of people go from crisis to an easy trap to fall into, and it's a horrible trap because it's exhausting, it's gut-wrenching.
It's tough. It's difficult. You go from crisis to crisis and from up and to down, and then you're down and you have to try to get up again, and it's just it'll wear a person.
and you gotta understand the cause of that. And so the cause as I read in this quote today, and I think it's so true, is the lack of standardized marketing activity. There's another quote I read from Mike Weinberg who's written multiple books I believe on selling. He's really great about selling, and he says the same thing.
That the top producers always have a focus on the top end of the funnel because, and the reason for that is otherwise you don't have enough prospects moving through the system. And therefore you won't have a reliable output. So you have to have enough volume. Moving through your system in order to create a reliable output.
Now, I know these are maybe big words Marlon, all this talk about things moving through what system and output, What is an output? Yeah, I know. I know. The output is money. The thing moving through the system, are your potential buyers, what we call prospects, right? And you need enough of them.
The top of the funnel means that they come in, they get the free report, or they buy a book, or they buy some little cheap thing, and then you hopefully have a little conveyor belt system. That moves them over to buying. That's like your autoresponder often sends them emails, moves to the point of buying, and then hopefully they buy more from you.
They trust you more and they buy more. This is the premise of ascension marketing, which is. You're The first sell is not the biggest because the customer doesn't trust you yet, and when they buy from you and you deliver, they develop more trust and therefore they are more willing to spend greater amounts of money.
There are anti-ascension marketers who say, Screw it, let's just go for the big kill immediately. . There's 3% of the people, 3% of the buyers that are alike will just buy immediately and they're like, Screw the other 97%. Let's just go for the 3%. The problem with that is unless you're in an industry with high turnover, you're gonna run out of three percenters.
If you have, if you're in an industry, not a lot of new blood coming in, like real estate, then you can just go for three percenters. But in most industries, you don't have enough new blood coming in, so you're gonna run out of three percenters with that logic. . So good morning to you. I hope you're seeing this
It's an I guess for a Saturday morning. It's early. Let me know if you watch the replay. Let me talk to you, just give you an example of standardized marketing activity that worked for me. And it's what I want to get back to, but, my standardized marketing activity. Now see, in the past we had tons of affiliates coming in, so the only standardized marketing activity I need, what needed was new promotions for this flood of affiliates coming in to promote today.
I'm having to adapt and change because our standardized activity needs to be bringing in new affiliates because unlike in the past, we don't have them coming in huge. And the reason is, the main reason is that I don't go on the road and speak at seminars as I used to for a lot of different reasons.
One is, the business is a little bit like the celebrity business I saw a thing today from yesterday from Janine Turner who did these incredible commercials for I think T-Mobile back. But it was like, God time flies it seems like yesterday, but it was really probably 20 years ago.
So it was her photo and about why she was up to and doing today, I'm like, Oh my gosh, I remember those. , those commercials, and they just seem like yesterday. But my point is, celebrity is can be fleeting, and Fame is fleeting. And so that's part of it. And then part of it is I don't know that I can travel and speak at seminars like I did when I was younger.
I don't I don't know that my heart can withstand that maybe. I haven't really tried that much, so anyway, the lack of standardized marketing activity though is a killer. It causes crisis where it causes up and down income, roller coaster income, and it will drain you. It will kill you, It will suck the life out of you if you don't have standardized marketing activity.
This is not a popular thing to say. It's like not something I can put out on a Warrior Plus offer, and people go, Oh yeah, I wanna have to do stuff regularly. I don't want that more. I just wanna do something, one time. And then, it just makes money forever. Or I just, I got software and I just push a button and then just the money comes.
I don't wanna have to do something regularly. Do you get it? There's this thing between reality and the dream. And sometimes you sell the dream. I got in, everybody gets in this business pretty much because of the dream I got into it. 1978. I read a full-page ad by Benjamin Suarez, which I still have.
Have the ad, the actual ad, and it was like I think it was like Ohio man. Discover a seven-step system to escape the rat, the greater American rat race, even though I didn't even know at the time really what the rat race was. Hi Terry. How are you doing? I didn't even know what the time was, what the rat race was, but I read that he had this RV vehicle, he traveled in with his family and fill out some forms, and then all this money would come in.
I'm like, Oh my God, I can fill out forms, right? So sometimes there's this dissonance between the dream that gets people into the business and what the business is the business requires. standardized marketing. Standardize is like a McDonald's burger. Every time you go, you get the burger same. Or here in San Antonio, we have Kane's chicken, and every time you go to Kane's chicken, you get the same chicken.
It's not a different chicken every time. That's a standardized marketing act. So that's standardized now, standardized marketing activity. happens like clockwork. So like clockwork. For a while, it was monthly. And then we went to weekly, we created a new affiliate promotion for this new stream of affiliates that constantly came into us, right?
And so that was our standardized marketing activity and it worked gangbusters. And if you have up and down. , then you don't have a standardized marketing activity. If you have roller coaster income, you don't have standardized marketing activity. If you live crisis to crisis and find yourself having to really push and hustle and work hard to make ends meet, you don't have a standardized marketing activity.
Now, I'm not gonna say it's easy to do, It's a simple solution. Simple. You need a standardized marketing activity. Simple is not always. , right? Because you're like, Okay, what should my personal standard standardized marketing activity be? And will it work? Like you can standardize something that doesn't work.
Standardize something that doesn't work, right? So that's why I'm doing these live streams, both in our Facebook group and by distributing them out to Twitter, LinkedIn YouTube, and so forth. And I'm experimenting in doing that because you've gotta get a standard action, a standardized activity that gets juice, that gets results because there you get no points for activity.
you get no bonus points for just engaging in activities that don't produce. Customers are, we're in the business of producing customers, so if your standardized activity isn't feeding the top of your funnel, whatever your funnel is, and you got some kind of sales process or conversion process or a little conveyor belt that little people come in here, these are your prospect.
Boom boom. They join my Facebook group. They see a video on LinkedIn, YouTube, and Twitter. Boom boom. Maybe they request my free [email protected]. They get on my conveyor belt boom. Maybe they get in my Facebook group then, or they're already in there and the conveyor belt, they see some sales letters.
And maybe they subscribe to my newsletter. Boom. And they buy, That's my little conveyor belt. You've gotta have that for your business. You gotta know what your conveyor belt is, and the conveyor belt has to work. If you're bringing people to the top of the funnel, actually a top of the funnel is like this.
They come here and they come down and they, Bye-bye. Bye bye. Or hone down until they buy. If you're not putting in enough people top of the funnel, then you only are gonna get the occasional drip out the bottom of the funnel and you're like, Okay, this sucks because my bills don't drip the.
The making in the expenses, unexpected expense expenses, they just come in regularly. And if you don't have a top of funnel and people coming in here at the top of the funnel on a standardized, regular, consistent basis due to standardized, regular, consistent marketing, then you're gonna have a just a little drip at the end of the funnel and it ain't gonna be enough for the regular bills.
See how that works? And this is. . This is the crux of the thing. This is the crux of the thing. If you can get standardized marketing in place that produces customers, then you win, then you're gonna win because you, those customers will buy again and again from you. But if you can't get a standardized marketing activity that brings in customers consistently every day, Then you're not gonna win, then you're losing the game.
Now maybe you have a lot of existing customers. You can live off those existing customers. You can live off existing customers for a long time. I have customers been with me since 2001 and before 1997, but they die off. People lose interest. That's how the market does. So you gotta have this new blood coming in.
You gotta find your personal standardized marketing activity. Now, the one that I'm working on and honing and refining to teach and share with customers is a whole system, not just for doing live streams and getting those out to the market, but there's actually a backend on it that's invisible. A backend that you really can't see.
And so I'm working on that to per, to hone and refine it some that I could roll it out at least as a to beta tester customers, and then hopefully from there we take it to a more refined system. Right now, you don't have to do live stream day. Really. One good live stream a week is all you need. One good live stream a week and properly then leveraged and may be able to bring in enough people if you have a.
An effective conveyor belt. See the less effective your conveyor belt is at bringing, getting cash out of customers in exchange for valuable services. Then the more people you need coming in on your top of funnel or getting onto your little conveyor belt, right?
The less effective your funnel is that converting customers into ascending. Then the more you gotta have people at the top of the funnel, the more effective it is, the less you have to have. So if you have a really great autoresponder sequence in place, then you can see [email protected], I let affiliates promote it and they get half of it.
So if you want to drop people into my top-of-funnel via reseller toolkit.com, you'll get half. You get half of that little machine I've set up that's a little conveyor belt that makes additional sales to customers and does a bit of ascension for them, right? And so I have friends and I know people that.
And it's easy to fall into crisis, to crisis, ups, and downs, and it's it will destroy you. It'll destroy your business, it'll destroy you, it'll destroy your family. You can't do it. You just can't do it. So in The four disciplines booked by Sean Covey, Steven Covey's son. He talks a thing about a thing called leading edge indicators, which is really the same equivalent, in my opinion, to the top of the funnel.
Were very similar. And he talks about how that you actually, they'll make a list with companies of things that could be leading indicators. The lag indicator is. Sell and money. That's the lag indicator. The lead indicator is what you can do every day That's going to feed the top of the funnel.
Bring the little, people, onto your conveyor belt that will ultimately output sales and cash and money. And he says One way to approach this is you make a list of possible leading indicators and you test them. You make a list of possible leading indicators and you try them out, you test them, right?
Once you find a leading indicator that works, the standardized marketing activity is everything, because without it, your crisis to crisis without it, you're through the ups and downs. Without it, it's Oh my gosh, I, I can't pay the bills again, or I don't have the money again, or whatever. And it's a simple root cause.
The simple root cause is you don't have a machine, you don't have a marketing machine, and you don't have a standardized marketing activity. And today there are so many possibilities. For example, having a VA that regularly contacts people on LinkedIn, it's a very simple activity, simple to hire someone for.
And they so Tom Poland does this. He has the numbers, I have the numbers written down somewhere. I don't remember them, but he knows that for every hundred p connection requests on LinkedIn that he makes, I think they get 50 except, and then the VA messages those 50 and invites him to a webinar, and 30 sign up.
And then, and then. , 30% of those show up. And he knows at the end of the day how much money that's gonna produce. And so literally he just has a VA that's a part-time job. It only takes them like, I think one hour a day to do a hundred connection requests. So literally it's only, it's a part-time job.
It's probably 200 or $250 a month for the VA to do that. And, but because they're going into a webinar, Oh I believe he does a live webinar weekly. Because they're going, because the live webinars convert a lot better than prerecorded webinars. So if you have a small number of people on your conveyor belt, you need to do a live webinar because you gotta maximize yourselves.
The very first thing people say is, I don't wanna automate the W Horror, I'm just gonna automate everything, and I'm just gonna eat pizza and drink beer. The problem with that is, is that automated webinars are not efficient and less until you get one that really sells gangbusters. and you can put a whole lot of prospects through the top of your funnel or on your conveyor belt.
You aren't gonna get even a drip at the end. You aren't gonna get Jack, so you probably gotta do the weekly live webinar. That's what Tom does. Now, his are small, he only has eight, or I think eight people on his, but he's selling a $15,000 ticket and it gets one sale a week. So that right there is what, 15?
- $60,000 a month just from a VA that he pays 200 or 250 a month to because he can sell a big ticket. That's one kind of standardized market activity for us. For most of my career, our standardized marketing activity was putting out one new promotion to affiliates on a weekly basis like clockwork.
Every week we did it like clockwork, right? That worked gangbusters because we had a lot of fresh new affiliates come in. Now my new standardized marketing activity is going to have to be contacting potential affiliates, right? Ask them to make an offer to them promote and do other things that will attract or draw in potential affiliates.
So that can be, that marketing activity can be standardized. You can take people that have that For example, you could take people that do launches, that fail launches on Warrior Plus launches on JV Zoo. There are hundreds of them, and you can contact them and offer to write their sales letters or create a better sales process for them, or recruit affiliates for them.
Okay, so now you have a standardized marketing activity. You contact him and, out of this many contacts boom. We can end up making this many sales for Alex Hermo and his business has a book called Jim Launch. It's an incredible book. It explains all of the systems that he used for making tons of money with these gyms, and they had one where they would consistently sell for $600.
A six-week seminar. R and he had a way to sell it that was really interesting, and he had a way to convert it, so that was one of his systems. In another system he once had, he had people in his funnel top of the funnel, and they went through a little front-end deal. He had a way that he sold a MIG ticket, which was they would pay a hundred dollars for a consultation and he would close.
At worst, 50%. But he said most people would close 90 up to hundred percent on small group coaching because the people were already warmed up. They were pre-war up and literally said most of his good people would close a hundred percent. But at worst, if you're getting a hundred dollars deposit, For a, basically sales conversation, you should be closing 50%.
So in Frank's case, in this case, the one in the book, then, it would cost $42 roughly to get somebody to pay a hundred dollars for the consultation, and then they would close 50% and more. And so it was like wildly, enormously profitable because they were selling 'em. I think. At, they were selling 50% of those appointments, a $2,500 ticket, right?
And it costs $42 to get the appointment. But remember, they're paying a hundred bucks. They're paying, they were paying, I think, 50 bucks to hold. I can't remember if they were paying 50 or a hundred bucks to hold the appointment. For the appointment, it was 50 or a hundred. I don't remember off the top of my head.
But anyway, the point is that the amount that they paid to book the appointment paid for the generation of the lead. So these were free leads at that point, and they would close at worse, half of them at $2,500. That's all explained in the book, Jim March. I threw on this page 2 96 if I recall.
1 7 6, 2 96, something like that. It's called the small. It's in the back where he is going, doing the icing on the cake analogy. And it's called his small group coaching. And so, that was his standardized marketing activity that would bring in customers, right? Bring in a predictable amount of revenue every month.
There are people that do it. There's a book that was called I have a book about. L trying to remember the name off the top of my head. I have it written down over there. I may go grab it in a second. It was a book about a lady that promotes a hundred touchpoints with potential buyers a day by connecting with 10 on LinkedIn, something like this.
10, 10, or 20 on LinkedIn, 10 20 on Facebook, and 10 or 20 on another platform. And so they would have, she would have a hundred touchpoints a. And at extremely predictable cells, then based on those touchpoints, a would make a lot of money from it. Let me get the book so I can tell you my notes so I can tell you the name of the book.
These are the books I keep all of my notes in here. I get these cost 40 or 50 bucks, but that way you respect your notes and they're also hardbound and they last forever and they have thin lines, thin rules, and page numbers. So let's see if I can get them if I think I wrote it down here.
We'll see if I can find it. I don't know if I can or not.
Yeah, no, darn it.
Thought I wrote it down here. Yeah, no, I don't see it must be in the, I got multiple books. Must be in the other book. All right. Oh. The digital sales rep e-book. So the name of the book is called Digital Sales Rep, right? The digital sales rep e. and yeah, so they would do a hundred touchpoints based off of LinkedIn Facebook, and I don't remember what else, but anyways very successful and productive.
And based on, a lot of it was based on outreach work gangbusters. So there was a predictable marketing activity. That would then create results. So no feaster famine, no ups or downs, no crises, because there's a predictable marketing system top of the funnel that would either bring people through your funnel process, whatever you want to call it, or I call it a conveyor belt.
The difference is a funnel is typically built around ascension, even though that's where, cuz it's going down, should be. Ted Nichols called an ice cream cone. Cause you get bigger, right? But I like a conveyor belt. People come, my prospects come in, they convert, and then they go through email sequence and so forth and buy additional products and services.
And there's some ascension in there. I'm not a hardcore ascension business at this point, although I probably should be, the ascension. Over a thousand dollars Ascension is a phone call. Probably at least over 1500 is definitely a phone call. Probably over a thousand is a phone call, right?
Like 500, a thousand is a lot easier to sell. But when you get over 1500, that's very typically a phone call. So anyway, what is your regular marketing activity? What is your standardized marketing activity that's everything. Without it, you get drained Without it, you have festa famine. Without it, your life sucks.
Without it, your life is pretty horrible. Without it, you're stressed out without it. , there's nothing good about your life because there's no predictability to it. They, because there's no causation. So you gotta, yet you gotta know what your drivers are, what your causation is, that causes cells that results in cells, and that's some kind of pro standardized, predictable marketing activity.
If you don't know your causation, if you're not if you don't have causation in place, every. Then, now maybe it's a delay in four weeks or six weeks, or eight weeks or 12 weeks, you don't have the output, you don't have, you can live off of your current leads so long, but if you don't have consistent causation in place, those leads are gonna run dry and your money's gonna run out and you're gonna have a little bit of, you drip out of the end of your final and you're gonna go, This sucks.
What's wrong? What's wrong is you don't have a standardized marketing activity in place. That's what's wrong. All right, so those are my thoughts. There are a lot of other predictable marketing activities out there, right? Direct mail can be one of them. I had a frit, I had, it is a long time ago.
I did telemarketing for people, plus he promoted Zig Ziglar events. I was very young. And she started a consulting business later on for book authors to teach 'em how to become speakers, and she would just smell out like a hundred letters a week o offering a free consultation, or maybe not even a hundred.
And she'd get 'em on the phone and she was a tiger on the phone and would just pit bull. She would like close every one of them. And then they would pay I don't know what it was, I think maybe $3,000 for a consultation, and that's how she made her living. But it was a systematic, regular, dependable marketing activity, a standardized marketing activity that eliminated the ups and downs, eliminated crises and made everything good.
Without it, your life is awful. Without it, your life sucks With it, everything comes up. Roses, right? It's everything. If you don't have it, then your life is gonna not be pleasing. Now, there are two parts to it. One is the activity, and the activity has to bring in these prospects, but then you have to have some kind of conveyor belt or some kind of system that converts these prospects, right?
You bring them in and then you have to have some kind of a system that converts the prospects. Now that can be a system where first you send it to a webpage, then you send 'em the video sales letter, then you send 'em over to a webinar. It can be a little four-video sequence, which for video number one, explains the problems and the pains and how much things suck without the solution.
Video number two is the general category of the solution, and you help 'em narrow it down to, I need this kind of a solution. Video number three. Is within that category of solution. There are a lot of different vendors or products available. Why yours? That's your unique selling proposition. That's your differentiation.
Video number four is the offer and why you gotta do it. Today's scarcity. And so forth. That can be a very predictable marketing system that I just laid out to you right there. Now all you gotta do is you just gotta get people into video. Number one, if you get people into video, number one, after four videos, it's gonna output buyers, it's gonna output customers, it's gonna output cash, it's gonna output money, and all of a sudden, your life is great.
Everything's roses. Without it, then there are no roses and it's up and down in crises and it sucks and it's a terrible way to live and a terrible way to make a living. So this is everything. This is everything. All right, if you got any insights today, type your insight. If you watch a replay type replay, if you watch it live type, live, you watch the bitter in type, bitter in, and you all have a great Saturday.