『The Number 1 Mistake Small Business Make In Marketing』のカバーアート

The Number 1 Mistake Small Business Make In Marketing

The Number 1 Mistake Small Business Make In Marketing

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2026年5月12日まで。4か月目以降は月額1,500円で自動更新します。

概要

 [TRANSCRIPT] 0:00:03 - (Jared Erni): This is the four Impact podcast, the destination for impact driven entrepreneurs striving to live life on their terms and create a ripple effect of positive impact in the communities they serve. Where we put your success stories center stage, dissecting the lessons learned and sharing insights and ideas that'll help you amplify your impact. And now, here's your host, Jared Ernie. 0:00:38 - (B): I'm excited to dive into some good questions today. We've got a little bit of group who's registered here, so hopefully we can dive into some good q and a here after. And while people are joining, I'm going to go ahead and share a few thoughts that I've had that I think would be helpful for everyone here as well. We go. You know, I've had some interesting conversations this week has led me to really kind of thinking back on how much the marketing out there that we see just marketing. 0:01:09 - (B): Most small business marketing just stinks. It really does. And there's probably a lot of different reasons why that's the case. But I think it's too, it's so common for us to look at what everyone else does and model that and not realize that we're actually modeling bad marketing ourselves. And there's so much wasted opportunity and wasted money when it comes to marketing. Even with all the new tech and how things changed and the dynamic environment we live in, with marketing evolving, most of this hasn't really changed for the better. In fact, most business owners are even more confused and more overwhelmed when it comes to their marketing. 0:01:48 - (B): So I wanted to share. What I look at is probably the number one mistake when it comes to our marketing, and that is marketing to the wrong people. Most marketing is not really directed to any one person, but it's more directed to just everyone. If you think about like, you know, the, the old classical method of printing flyers and then putting them on windshields in a parking lot, I've seen people still do that. 0:02:16 - (B): You're, this is like flying an airplane and just throwing a handful of flyers out and hoping that one or two land in the person's hand that is looking for what you have to offer. It gets a lot of waste and that's what we see in marketing today. But it also lacks a clear understanding on who you are actually trying to target. Here's the rub, though. Unless you have extremely deep pockets like one of these, you know, national or international corporations, you can't market to everyone. 0:02:48 - (B): You have to change. Now, I was reading this, I know I've shared this a few times. This book, $100 million offers by Alex Ramozi. It's really good and he uses an illustration here. One of the best ways that you can better target and focus your marketing is creating an offer designed or framed around a very specific person that you're trying to reach. This is a really good illustration because he says, if you were to create, let's just say, a product like a course, a time management course, you could sell that for probably $19. 0:03:19 - (B): But if you niche that down and create a course specific for time management for sales professionals, you could probably sell that for $100. Even further, time management for outbound b two b sells. That's probably more of a $500 product. And then time management for outbound b, two b power tools and gardening sales reps. You have a $2,000 program and you can see not only do you get very not only do you get more clear and concise with the marketing when you create an offer and niche down, but your value begins to increase, even if it's really the same thing, your specialty. 0:03:58 - (B): That's why specialists get paid the most, right? When you specialize, you are worth more. The easiest way to refine all your marketing is to create an offer that clearly resonates with the ideal customer that you are trying to target. And so you want an offer that is so good it makes people feel stupid to say no to. And you can only do that when you are very clear in who you are trying to target and create an offer that speaks and resonates to that specific person rather than to everyone. 0:04:28 - (B): Another really great book is magnetic marketing by Dan Kennedy. He says at any given point in time, only about 5% at best are intellectually, emotionally, practicably and financially ready to act on or make a buying decision about your product, service or proposition. Inevitably, that means that 95% of most advertising falls on deaf ears. This makes it imperative to hit the bullseye with the 5% by narrowing your focus. And the best way to do that is to, one, get very clear on who your ideal client is and number two, create an offer for that person that's so good. We call this an irresistible offer. So good that they would feel stupid to say no to. 0:05:11 - (B): Now, in local search academy, we actually teach you how to do some of those things. You could use our offer training to create an ...
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