Tactical Loopholes are for Today.
Diamonds are FOREVER!
Lucky for you, I have burrowed 3 Diamonds from the massive pile of rough-heap online, each designed to help you get exceptional results from every product you create, every campaign you set up, every email you write… every part of your marketing from the ground up.
I know that doesn’t sound as sexy as making $10k a month, but it’s far more important, and it’s NOT a bare-faced lie.
And look, if you are struggling to make money online, I’m certain it’s because you are NOT using any, or all three of the strategies I’m about to reveal.
Do yourself a favor.
Set aside the next 20 minutes, and get ready to be introduced to ideas that will literally change how you do business.
There are no “get rich quick” methods or short-lived tactical loopholes here.
If you think “marketing” is just about getting Facebook likes or Twitter followers or Instagram views… don’t kid yourself… you are NOT a marketer. You are playing peek-a-boo with business.
The Marketing Model You Have Adopted… is Broken
Marketing campaigns, sales pitches, advertisements, benefit statements, claims, and promises. Online, television, radio, billboards, direct mail, email, magazines, flyers, you name it. Many filled to the brim with hype.
That’s what you are up against, and your job is to get people to ignore all that, and pay attention to you instead.
Sure, you can sound off like a hype train and get your attention that way.
The problem with that approach: it raises immediate skepticism inside your prospects brain, which makes it less likely you’ll be able to keep the attention after you’ve sold your soul to get it.
People are bored with this hype shit anyway.
They simply ignore anything that comes even close to sounding like a sales message.
Is that always the case? Unfortunately, no… it’s not.
Some people respond better to hype, false claims and promises of instant riches. Those people always fail.
The second you spot a headline with the number $10k in it, you “should” be skeptical. Period. No exceptions on that one
For now, I’ll assume you want attention for your products, without having to stoop to those levels.
Sally Hogshead rightly put it this way: “Different, is better than being better”
It’s imperative you bring something different to the table-a different message-a different way of getting attention that doesn’t sound sleazy or hyped, and yet, gets your prospects intrigued without them feeling like they are about to be tricked.
In effect, we want our prospects, after reading our headline, or marketing message, to say… “What is that? What do you mean by that? I’ve never seen that before.”
Genuine Curiosity (we’ll talk more about curiosity a little later).
If you pop on over to the Warrior Forum, you’ll see a lot of plastic marketers trying to use curiosity in their headlines.
“Learn the Insider Secrets to Making $10k a Month on Autopilot… Even If You’ve Never Made a Cent Online Before”
It has “curiosity” alright, but what else is attached to that curiosity driven headline?
And even if you get people foolish enough to sign up for that nonsense, you’ll then have to work harder on the back-end to get them to trust you.
It’s like taking one step forward, and two steps back. Not to mention, it’s embarrassing to see people still creating these cookie-cutter, misleading headlines.
Is your email list unresponsive?
Are you struggling to make sales?
Why do you think that is?
It’s because you are playing the wrong game.
Ask yourself: Does your market want more of the same and better than the same? Or do they want something completely different than what HASN’T worked for them so far?
Think about it?
No one wants a better version of something that doesn’t work.
The following strategies on the next few pages will show you…
- How to get the right kind of attention
- How to separate yourself from the majority who are struggling
- How to generate interest for your products without having to lie, cheat or make false claims
- How to get, and keep attention without having to shout louder than everyone else
- How to guarantee you’re ONLY dealing with targeted prospects
- How to get far higher conversions on all your marketing pages
- And much more…
The Solitary Target is the First Stepping-Stone to Putting All Your Marketing Campaigns on Steroids
No doubt you’ve been told to either create an avatar of your perfect customer, narrow down your demographics to a specific audience… or to just know who you’re speaking to when creating your content and advertising your products.
It’s all a bit vague even if it implies specificity.
Before we get into the MOST important thing you need to do when creating products, advertising your business or even when building an email list…
It’s important to understand that ALL struggling entrepreneurs and business owners don’t do this at all.
And that alone is the main reason they will consistently get overwhelmed and disillusioned by poor responses to their marketing efforts.
It’s that simple.
Not knowing your Solitary Target BEFORE you start any marketing tactic or strategy, is a bit like being a fantastic golfer, with long drives and a knack for chipping out of bunkers onto the green, but then struggle to get the ball into the hole. You could do everything else right, and still keep losing
That’s how important it is to know who your Solitary Target is.
Notice I’m talking about a SOLITARY target here, and not a target audience, or a demographic?
There’s a difference.
Specialists Speak to Individuals – Generalists Speak to Audiences
A target audience is having a vague understanding of who your best customers are, whereas, knowing your Solitary Target is a lot more specific, to the point where nothing is left up to chance or assumption.
Target Audience = Selling an Email Product to Internet Marketers
Solitary Target = Selling an Email Product to Non-English Speaking Internet Marketers
Imagine you are a Marketer looking for a product to show you how to write engaging emails to your list of subscribers. Now, what if English is NOT your first language? You can write and speak in English, but it’s not as natural for you as it is for the person born in an English speaking Country, right?
Now, let’s say you are out looking for a product and you come across two options…
Choice 1: How to Write Engaging Emails That Sell More Products
Choice 2: How to Write Engaging Emails That Sell More Products, Even If English is Not Your First Language
Which do you choose?
It’s obvious, isn’t it?
There’s only ONE option for you as a non-native English speaker.
Even if both products are the exact same, or similar in nature (like most info products are), you have to purchase the second option simply because it relates MORE to you than the first option.
That’s just one example.
There are many.
You see, when you target specific Individuals, with specific problems, you are then able to put specific solutions in front of them, and as a result… you will make more sales.
How to Make Competition Irrelevant
Imagine you are having trouble sleeping because you’re stressed out with work, and you ended up on a website that sells hypnosis products.
You’re presented with four options:
Option 1: How to Cure Insomnia and Sleep Like a Baby.
Option2: Drift Off to Sleep and Dream Without Interruption
Option 3: Quiet Mind. How to Sleep Through the Night
Option 4: Having Trouble Sleeping Because You’re Stressed Out From Work?
So, with money in hand, which option do you choose?
You choose the option that calls out your specific problem. All four products may be exactly the same, but only ONE of the products (option 4) calls out to you, specifically.
That’s the one you buy.
Competing products become irrelevant when you speak directly to a specific problem your Solitary Target has.
You might be thinking: “hey, does that mean I have to create different products for different people?”
The short answer is NO, you don’t.
In fact, every product has multiple audiences, multiple problems and multiple solutions. If your product solves 5 problems (which it does, because all products solve many problems) then you should consider creating 5 different ads targeting those 5 specific problems.
That’s how you win big time.
The Jack of All Skills, Gets Killed… and How I Saved My Friend From Going Out of Business
A few years back there was a housing crisis over in my neck of the woods.
Because of this, there were less houses being built, which meant there were less jobs available for all tradespeople (plumbers, plasterers, brick layers and carpenters).
A friend, who is a Plasterer, struggled to get consistent work, even though he is very good at what he does. With fewer houses being built, there were more tradespeople for less jobs, and so, a lot of people struggled to get work.
Now, my friend was, and still is, a great Plasterer with many different skills… like all Plasterers have.
He can do interior work, exterior work, dashing, cornerstones, patching, and what have you. In fact, all good plasterers need to be adept at all these skills. It’s not so different than an online Marketer claiming to be an expert product creator, email marketer and traffic expert, right?
He came to me for advice. So I told him his best option would be to pick just ONE of the many skills he has, and advertise his services to specific people wanting work done in that ONE area.
The Solitary Target I’ve been talking to you about.
Of course, he fought me on this in the beginning, because he wrongly assumed that he would get even less work if he narrowed his market.
Not the case.
It rarely ever is.
I told him to pick just ONE skill and advertise himself as the expert in that specific category.
He chose cornerstones.
Now, while all Plasterers can do cornerstone work, none of them were advertising themselves as cornerstone experts.
The question is: If you yourself wanted someone to do cornerstone work for you, and all Plasterers are capable of doing the job, but ONE person calls himself the cornerstone expert, who do you choose to do the job?
There’s only ONE option for you to choose, isn’t there?
You choose the person, or product, or service that is DIRECTLY and SPECIFICALLY related to the EXACT problem you have.
My friends business took off.
Are you getting how powerful this is?
Look, did my friend have to change ANYTHING about his services as a Plasterer?
No. Not one thing.
All he changed was his message.
That’s how you put your marketing, and therefore your business, on steroids.
Too Expensive to Create 5 Different Adverts?
It would seem that way, right?
Look at it this way: Imagine if my friend put his ad on a page with many other people selling their plastering services?
What is the response going to be?
He is competing with everyone else.
That means his message is diluted and he then has to share the stage with all the other Plasterers looking for attention from the same people.
Looks familiar to what’s going on in the online marketing space, doesn’t it?
So even when he cut his audience down, with a specific message, targeted at a smaller group of people, he massively increased the response from his ads because now he became one of very few options those people had to choose from
And remember, you don’t need everyone to respond to your message in order to make a great living
You just need the RIGHT people to respond
You can do this yourself, easily, with any product you create, or promote as an affiliate. The product doesn’t have to change at all.
For instance: Pick any product you are selling right now, and spend 30 minutes (or more) and list out 5 – 10 problems that particular product solves for your customers.
Come up with 10.
Now, while MOST marketers (nearly all) will create content, and marketing messages that address all those problems, YOU instead pick out just ONE problem (preferably the biggest one) and go deep with that problem ONLY.
This is what will happen when you do:
First, you are now able to create specific ads, targeting a very specific problem, that a very specific individual has. That alone makes your ad the ONLY option worth paying attention to for the person who has that particular, and specific problem (remember the hypnosis for insomnia example I gave above?)
Now, here’s why this approach is so much more powerful than just being a generic, one-fits-all solution your competitors are putting out there.
You’ll be able to…
- Create much more targeted advertising
- Write better headlines which resonate with the right people
- Position your product as the ONLY option
- Spend less on traffic since the people responding to your marketing are much, much more targeted
- Get higher conversions because you aren’t competing with every Tom, Dick and Harriette
- Charge higher prices for products and services (Surgeons get paid more than Doctors precisely because they have a specific skillset)
You now have far less noise surrounding your offers, because you are DIRECTLY speaking to the person who has that EXACT problem your product solves.
You could then create more ads specifically targeting the people who want a solution for each of the other problems you have identified that your product solves.
Remember, all you have changed, is the marketing message.
Shortly I’ll show you how to put together marketing messages that get you even more attention than your competitors.
Look, you know why people buy on price?
Because when presented with many options that are similar, they have no option than to choose based on price.
But, when your offer targets their specific problem, you then can charge more for your products, even if they are still the same.
If your business looks and sounds like everyone else’s, you must compete on price.
And that, my friend is how you go broke, quickly.
Because there can only be one Walmart. Someone else will always undercut you in the race to the bottom.
Not to mention, when you compete on price, you have no positioning and very little influence, if any.
Not good. Not good at all my friend.
Brevity is the New Way Forward
Look, if you sell information, then you already know that people are worn out with all the options they have to choose from at any given time. Having a one-fits-all product that claims to solve all problems is too overwhelming for your prospects.
They want micro-content now that focuses on specific problems, one at a time.
Your product which solves 10 problems is just adding more confusion to their already hectic and noisy world
When you zero in on just ONE problem your Solitary Target has, it not only makes your product stand out from everyone elses, it also makes it seem much easier to consume, which is massive in today’s cluttered environment.
This is something worth considering: You could easily take those 10 problems your product solves, and create 10 separate mini-courses each solving the one problem.
That’s the approach I’m taking myself going forward.
Gone are the days when massive courses where the inn-thing.
These days’ people are looking for brevity.
They are finding it increasingly difficult to focus on too many things at once.
I wonder how many people follow through and complete the big courses they have purchased.
Not many that’s for sure. But, if you sold a simple little mini-course that solves ONE specific problem at a time, I guarantee you will have almost everyone who purchased it, finish it.
But that’s for another lesson. Let’s move to the second DIAMOND in the rough-HEAP…
Are Online Marketers Missing a Trick When It Comes to Getting Attention?
If I asked you what elements should go into a headline on your landing page or/and sales page, what would be your answer?
You would almost certainly mention the benefits, right?
If I asked you to write 10 bullet points for a sales page… what elements would you use?
You would again put in the benefits of the product, yes?
Which is fine.
To be fair, that’s what I had been hearing, and then, doing, for a long time.
It’s not wrong, really. However…
How come we as marketers start our conversations, talking about how our product solves “this” and “that” problem?
That’s what we do, isn’t it?
“Hey, my name is Johnna Johnson, and I help…”
Isn’t that how it goes on almost all business websites?
We help this person.
We solve that problem.
Marketers Are Obsessed With the Solution
Have you watched the news today?
Read a magazine, even just glanced at the cover?
Picked up the newspaper recently?
You didn’t see many positive stories or headlines, did you?
Why is that?
Are they not clued in like us marketers are?
If they took a leaf out of our marketing book, they’d soon change their stories to positive stories, and magazine headlines would read of benefits, and people being happy n’ stuff.
But… if they did listen to us marketers, they would go out of business very quickly.
Nobody watches the news, to hear fluffy stories.
And they know it.
You know this to be true yourself.
Problems get more attention than solutions.
Right now you’re prob’ly not aware you have a head, or a tooth for that matter. But, if you suddenly got a toothache, you’d not be reading the rest of this sentence.
As soon as a problem is introduced into your world, it demands attention
Everything else gets delegated to the efficient mind; the auto conscious. And in that moment you are fully awake, focused like a laser on the problem at hand.
Papers. Magazines. News Stations. Radio Talk Shows. Political Debates. Whatever it is, the topics covered are almost always about some problem or other.
Below is a screenshot I took just a minute ago on CNN. Every headline has ONE thing in common… PROBLEMS!
So… we marketers write headlines littered with benefits. We write sales pages chocked full of ‘em.
We even create 30 second elevator pitches where we talk about solutions (benefits).
Not as much about the problems though.
What business are you in?
My last Dentist thought he was in the Dental business.
He was in the getting and keeping attention, business.
He’s now out of business.
Look at the image below…
A lot of ads with smiling people, eh?
And not a problem I sight.
There are two reasons why this is bad practice (get it?).
- Problems get more attention than solutions.
- Solutions exist to solve a problem already there.
Having yellow teeth, crooked teeth, rotting teeth… are problems guaranteed to get attention if presented in the right way, so why on earth would you leave that out of your marketing?
Problems get more attention than solutions, and people are twice as motivated to get away from pain as they are to move toward pleasure, so why on earth would you leave that out of your marketing?
The Solution is JUST as Important as the Problem
This doesn’t make the solution less important when you’re marketing your products. The solution is equally as important as the problem.
The Joker goes rampant in Gotham City (problem) – and then the Batman arrives to calm things down (solution).
Problem, then solution.
Remember what business you’re in?
The getting and keeping “attention” business.
Get Attention = Problem
Keep Attention= Solution
Later when you go back and take a look at your headlines, product titles, report names… you’ll notice that you, and almost everyone else, starts with the Solution, instead of the Problem.
You can follow suit and keep doing this if you like, just keep in mind that HUMAN BEINGS naturally gravitate towards problems, not solutions, and if you want to get attention ahead of your competitors, maybe it’s time to give people what they naturally want…
…and do what news stations, magazines, talk shows, news papers, and everybody else does… which is to START with the problem, and END with the solution.
Worth thinking about.
Let’s move on…
Captain Hook is Not Just a Cartoon Character… Oh Wait… He Is
Anyone can make the “we’re better” claim, can’t they?
But it’s worthless, it’s not worth paying attention to.
Being different however, needs no explanation.
It’s apparent, easy to spot, no claims needed.
And it gets attention.
This third Diamond from the rough Heap builds on the previous two, and bolsters them further into the concrete
First, we targeted a specific person, with ONE problem, and positioned ourselves as the person who solves that ONE problem, even if our products and services solve more than ONE.
Second, we seen how CLEARLY the problem gets more attention than the solution, and if we want to get attention in a cluttered environment, we have to introduce the problem, before the solution.
Now, we need to create headlines, and book titles, and product names, and attention getting ads. But not just any old shit just slapped together. I mean, we aren’t like the rest of the hacks over in the Warrior Forum, right? RIGHT?
You’ve noticed there’s a whole lot of “Internet Marketers” who’ll just rattle off any fucking shit just to get attention?
Loud and obnoxious.
Making the boldest, dumbest claims.
Always banging on about making money, like… yesterday.
Hyped up cookie-cutter skepticism-creating ads.
Sounding more like salespeople; not marketers.
Salespeople PUSH – Marketers PULL
Salespeople have to shout, hassle, interrupt and push their products onto people who are naturally going to be the most resistant.
Marketing is what you do to make selling superfluous.
The better, and more unique your marketing is, the easier it is to make the sale.
Let’s answer a simple question:
What is the primary goal of a headline, a book title, an advertisement?
To get attention.
And although being loud and obnoxious gets attention, it isn’t the only way to get it, and it’s certainly not the best way get it.
That’s good news for us.
So, getting attention and keeping it, is our goal.
That’s tricky if you’re playing by the same rules as everyone else.
So, don’t play by the same rules then.
Here’s what we know about getting attention:
- It’s in scarce supply
- We must be different to stand out
- Problems get more attention than solutions
- Focusing on ONE problem, instead of many, is better
There’s one more element that we need to introduce:
I touched on this earlier, now I want to go a little deeper with it.
It’s very, Very, VERY important.
Most people get it completely wrong.
Instead of creating curiosity, they create skepticism.
Example: Who Else Wants to Know the Weird Underground Secret I Use to Bank $10K a month Online?
Seen it a million times before in a million different ways.
I need a shower.
Wouldn’t it be much better to create a headline, or a book title or a banner ad, that gets attention, without feeling like you’ve just had a three-way with your parents?
What we really want, is to get attention without making our prospects skeptical.
As soon as your headline raises doubts, you’re finished. It’s incredibly difficult to turn a skeptical prospect into a buyer.
If they are on your squeeze page, they will hit the back button without hesitation.
So, we want to raise curiosity, without any skepticism… and we want our message to be relevant, and unique, to our Solitary Target.
Try these on for size:
The Cheesecloth Condom
The Toyota Process
Gluten Free Tactics
Diamond in the rough Heap
Easy enough, right?
You might be thinking, “hey, smart-arse, won’t people get confused about the product you’re promoting if you’re talking about cars, and cloths, and food, and gems?”
No, is the answer to that question.
Those are simple titles to reel them in, and once you get the attention without raising skepticism, you then have the opportunity to explain what you mean.
Besides, it’s the “principle” that’s important here, not the actual names I chose as examples.
Let’s take The Toyota Method name…
Toyota vehicles are known as the most reliable in the world, right? Well, once you get your prospect curious enough to take a closer look at your offer, you can then tell the story of why Toyota cars are so reliable. They will relate “reliable” to your product.
And, if you do your targeting properly, your book/report/offer will only be seen by people looking for information about that particular topic anyway.
You get me?
Obviously, I would only create a title with the word “Toyota” in it, if my goal was to project the idea of “reliable” to my target.
So… if you want to project the idea of quick, and easy… then you would choose a different name, yes?
Now look, the goal of your headline/tagline/book title… is NOT to sell anything.
It has ONE job ONLY… get attention, raise curiosity… and essentially have your prospect saying…
What is that?
What do you mean by that?
This is new. I haven’t seen this before.
No hype or mad promises, just a simple little tagline that raises enough curiosity to make people want to take a closer look.
That’s what we’re after.
We don’t need to sell anything.
We don’t need to state any benefits.
We don’t need to make any claims.
The Cheesecloth Condom: surely gets attention, and has nothing to do with marketing (which means there’s no skepticism created in your prospects mind when they read it). Instead, they are curious, asking the question, “What Do You Mean by That?” You can then create a tagline or sub-headline for context.
The Toyota Method: is again another connection to your product from an outside market. Since Toyota vehicles are well known to be reliable, it speaks to what the prospect wants; a reliable, predictable system that gets results.
Gluten Free Marketing: We all know that Gluten adds no nutritional value to food, so is completely useless. It’s similar to an overwhelmed marketer adding tactic after tactic to their workload, and getting nowhere.
Diamonds in the rough Heap: You have to find out more. You just do. This also speaks to the marketer who is constantly looking for the magic bullet. Feeling like they are “missing” key information in a sea of noise.
Learn From My Mistakes
A while back I created 8 one-page cheat sheets. One for 8 different parts of creating an online business. You know what I called them?
“Free One-Page Cheat Sheets”
Didn’t call out a particular person.
Didn’t call out a problem, or solution.
No attention getting mechanism.
Here are a few names I could have used, making connections from things outside of my own market…
- Popcorn Reports
- Microwave Tactics
- Road-Runner Whitepapers
Okay, I just made those up on the fly.
Popcorn implies quick (remember, they are simple one-page cheat sheets)
Microwave implies quick, easy and effortless
Road-Runner implies quick
Let’s say I chose to call my reports Microwave Tactics instead of Cheat Sheets.
It opens up a new way for me to explain how easy it is to consume my reports, without having to speak like a marketer.
“Have you ever made oatmeal the slow way? It takes effort, doesn’t it? It’s a bit messy, and it takes a lot longer to make than it would, let’s say, Instant Oats, which of course you just pop into the microwave and they are done in less than a minute.”
See how I have created a simple little (non pushy) story that explains the benefits of downloading and using the cheat sheets? You know it’s going to be easy to consume them. You know they will take very little time to read. And you know that you are going to get results, quicker.
Of course, I would flesh out that little analogy some more, but you get my point, yes?
And not once did I have to make a marketing claim. I let my prospects come to those conclusions themselves, which is ALWAYS more powerful.
And of course, it’s different enough to stand out without needing hype, false promises or being anywhere near pushy.
Connect two seemingly different things, from different markets, and create a unique name that gets attention without your prospects getting skeptical.
Remember, it’s your “marketing” that matters when you want people to buy from you.
Your product may solve 10 different problems.
All products do.
But, if you want to put your marketing on steroids, then…
- Focus on a Solitary Target
- Use the PROBLEM to get attention
- Create a unique HOOK to reel them in
3 Diamonds in the rough Heap
You can use these strategies for your products and services. You can use them for headlines on your sales pages and landing pages. You can use them for book titles, course titles… you can use them for your advertisements… literally ALL and ANY part of your marketing.
Heck, you can use these principles for your emails, blog posts, videos and reports.
Break out. Do things a little off-kilter. Separate yourself from the noise. Be creative.
You’ve hopefully read every word trice.
That’s 3 times for the slow.
Thank you for reading.