Living The Red Life - Why Your Marketing Sucks! (& How To Fix It!)

Episode Date: January 11, 2024

In this dynamic episode of "Living the Red Life," host Rudy Mawer dives into a critical aspect of business success: marketing.Rudy shares his expertise in social media and direct response marketing, addressing why many marketing strategies fail and how to turn them around. With over a decade of experience and having helped thousands of clients, Rudy aims to transform your marketing from a point of frustration to a powerful tool for business growth.---Key Topics Covered:The Reality of Marketing: Understanding why marketing often fails and the frustration it can cause for businesses.Rudy's Marketing Expertise: Drawing from Rudy's ten-plus years as a leading expert in social media and direct response marketing.Building an Expert Audience: Insights into how Rudy built his marketing expertise by helping thousands of clients.Turning Marketing Tides: Strategies for transforming ineffective marketing into a significant, influential aspect of your business.Marketing as a Powerful Skill: Emphasizing the importance of marketing as a skill set and its impact on business growth.---Key Takeaways:Mastering Marketing: Recognize that effective marketing is a skill that can be developed and refined over time.Understanding Failures: Learn to identify why certain marketing strategies don't work and how to pivot for success.Influence of Marketing: Realize the immense potential marketing holds in influencing business success.Long-Term Growth: Discover how long-term dedication to developing marketing skills can lead to sustained business growth.Expert Insights: Gain valuable insights from Rudy’s extensive experience and success in the marketing field.---Join Rudy Mawer in this episode of "Living the Red Life" as he provides essential insights and actionable strategies to overhaul your marketing approach, turning it from a point of frustration to one of your greatest business assets.---Subscribe for more insightful episodes and join our community for ongoing discussions and updates!#LivingTheRedLife #MarketingSuccess #RudyMawerPodcast #SocialMediaMarketing #DirectResponse #BusinessGrowth #MarketingStrategies---Connect with Rudy Mawer:LinkedInInstagramFacebookTwitter

Shift your focus. You're not a product developer. You're not a software engineer anymore. You're not a whatever you think you are, creative, artist, whatever. You're a marketer. Shift your focus. Not forever. Reinvent yourself. Just for 6-12 months. Get good at marketing because then guess what? You'll know enough to be dangerous to get it off the ground. Then you can bring in agencies, teams and hire. If you suck at marketing, you're not even going to know if someone's good or bad. You're not going to know. So you have to know enough to be dangerous my name is rudy moore host of living the red life podcast and i'm here to change the way you see your life in your earpiece every single week if you're ready to start living the red life ditch the blue pill take the red pill join me in wonderland and change your life what's up guys welcome back to another episode of living the red life today

we're going to talk about why your marketing sucks. And what I mean by that is why is it not working? Why is it frustrating? Here's the great thing about being a great marketer. Most of the time my marketing works. Sometimes it still sucks. But I actually hit more wins than losses. But that's obviously because I've been doing this 10 plus years. I'm one of the best in the world, I would say at social media marketing marketing direct response marketing and I'm very fortunate to have that as a skill set is a very powerful skill set now obviously I'm not here just to brag about my marketing skills I'm here to help you and you know one thing that's important too is my marketing experience has been

built over those 10 years helping thousands of clients one-on-one. So I want to talk today about why your marketing doesn't work or why it sucks. Because the reason I want to do this today is if you can turn the tides on your marketing, it's going to be the most influential thing you ever do in your business. Marketing and sales, right? Marketing and sales is the thing that's going to help take your business to new highs. Operational stuff can be fixed. Product issues can be remade. Customer service can be improved, right? The one thing that will solve all of that is a lot of money. If you have a lot of money, you can bring in the right people. You can bring in consultants. You can hire better people. You can move to a more expensive product. You can change your manufacturer. You can improve your

shipping speeds. You can improve the logistical operations of your business you can pretty much you can hire better customer service team everything revolves around the marketing and sales of your business now when we look at Martin I've spoke about both a lot obviously but when we look at marketing and sales right what comes first well you can't have sales without marketing because sales is selling someone, whether it's a written sales page or a phone sales team or a live sales event, such as a physical in-person event or a webinar, right? That's how I kind of boil down sales as a

big picture for today. But how does that exist without marketing? Because if it's sales reps phoning or taking inbound calls or ringing, if they no leads they can't do that if you have a live event and zero people show up you can't sell anything if you have a webinar and zero people show up you can't sell anything and if you have a great landing page or sales process maybe it's like a AI chat bar or it's a long-form landing page or a VSL page right if you have that and no one reaches the page, how many do you sell? The answer is zero. Well done. So here's the thing about marketing. It's the foundation for what comes next, which is sales. And obviously the flip is also true. If you have great marketing,

but then your sales team suck, or you have no way of closing the lead, then obviously there's a problem too, right? But most people don't get to that point. Like I literally, I help thousands of people and most of them don't say to me, Rudy, I have hundreds of leads a day. I can't manage them all. They're overflowing.

They're asking to pay and I'm missing all the calls. And I'm, you know, I've got thousands of people hitting my website and my pages aren't converting and my appointment setters aren't setting. You know, I'm getting 400 inbound messages a day on Facebook and Instagram and I only have one appointment setter. He's like, I don't really hear that that often. I do occasionally with like big influencers and big brands, but very rare, right?

It's like 95% of the time it's the marketing of really, I can't get leads. Leads aren't qualified. I can't get people to my page. I have no followers. I have no traffic. My sales reps need better leads, I need more leads, right? It comes down to a marketing traffic thing. So understanding those two differentiators, but why both are important, but why marketing comes first is the first part of today. It's the realization that if you don't put time into this, then nothing's going to happen in your business. And I do a fun activity with a lot of my clients. And I just did this a couple of weeks ago. I said, hey, write down your entire week and then tell me how and this and I

did this with some of my 100K legacy clients. So my clients paying 100K, which, you know, if generally you could summarize a somewhat successful because they have $100,000 to invest in a mentorship program with me, right, which most, most people don't. So even with those people, I said, now write everything down. And tell me how much of this is marketing. And it was generally like somewhere between five and 50%. The average is about 20% every time I do this activity. So think for a second in your own head how much of your time per week is spent on like marketing okay it's probably twenty to fifty percent maybe even less now if it's the most important part of your business and

it's not optimized I think it should be like eighty percent right now it shouldn't always be that way because eventually you're gonna do crazy good marketing then you're gonna need good way because eventually you're going to do crazy good marketing. Then you're going to need good sales teams. Then you're going to need better operations. Then you're going to need more fulfillment. Then you're going to need an exec team and a HR team. And you're going to have to work on culture. Then you're going to work on partnerships and expansion.

That's the growth of business. But it happens in those stages. There's no point in hiring a HR director and writing out your core values and planning how to build a world-class culture when you have two vas in the philippines right it is irrelevant you don't need that stuff yet so you have to focus on the right things at the right time marketing is the first thing so first um one reason your marketing sucks right let me get to the point here is because you spend 80 of your your time on the wrong stuff. And it's like saying, going to the gym, you say, really, my biceps suck, my arms. So I go, well, how often do you work out three times a week? How often do you work out your arms one time a week? I go, well, there's why your arms suck, right? That was back in my fitness days.

I used to have those conversations. And then I go, you want bigger biceps? I go, yeah, I go, okay, go train them four or five times a week. And then let's see how well your biceps do. And of course, you've got to do the right types of workout and eat well and have enough protein, blah, blah, blah. But it's the same with marketing. So yes, you need to do the right type of marketing too, right? Because if you go to the gym and run five times a week, your biceps won't grow. If you go and start working 80% of the time on marketing and your copy sucks and your strategy sucks, you probably won't do very well either so you have to pair effort and intent right effort and intent with direction and strategy so doing being very purposeful and putting enough effort into it and then combining that with strategy okay so first thing that is the first thing and that simple change i know it

sounds kind of bizarre you were probably imagining me teaching you this headline trick or something, but that isn't the case in life. It's so fundamentals, like I always say. So in life, it's like shift your focus. You're not a product developer. You're not a software engineer anymore. You're not a whatever you think you are, creative artist, whatever. You're a marketer. Shift your focus, not forever. Reinvent yourself just for six, 12 months. Get good at marketing because then guess what? You'll know enough to be dangerous to get it off the ground then you can bring in agencies teams and hire if you're suck at marketing you're not even gonna know if someone's good or bad right you're not gonna know so you have to know enough to be dangerous so figure out your marketing

put the time and energy there and then eventually delegate right that's the first lesson other reasons your marketing sucks a lot time and energy there, and then eventually delegate, right? That's the first lesson. Other reasons your marketing sucks. A lot of people, let's go from the top. So a lot of people talk about the offer. Alex Amozy, a friend of mine, made this very famous and sexy in the last few years with one of his books, right? But this is something that marketers like me and famous other marketers, we've known for many years, right? I realized this probably 10 years ago, and there's obviously people more experienced and even older than me that have been talking about this for 30 years.

Now, what this means and boils down to is how do you position your brand? How do you position your product? How do you get very clear on what your product delivers, stands for, and does versus what the client wants, okay, or the customer wants. And in this world of internet marketing and digital marketing, offers are often seen as a promise, right? So a big promise might be how to get 30 leads a day with AI, okay? Or it might be how to double the size of your bicep in 27 days, right? Or it might be how to find the love of your life in 30 days. Or it might be how to revive a dying relationship in 27 days, right? So there's a lot of that these days because

people are starting to learn about it. And people like Alex Hamosi are creating books and stuff, teaching this big promise result thing. Okay. Now, the offer isn't always as simple as that. Like before everyone started to learn this stuff, think of brands, right? Like e-commerce brands. What is Louis Vuitton's offer? It's not buy this handbag to turn heads and get more Instagram likes and look like you're rich and successful, right? But that's kind of what it delivers. So Louis Vuitton doesn't have a direct headline if you go to the Louis Vuitton website that says that. What Louis Vuitton has created is a brand that resonates with people so people are clear on the outcome. And it's doing it without having

to write this big sexy headline that's bold and with some big promise and guarantee. And I'm not saying that's a bad thing at all. I'm just saying it's going to be different for every type of brand. Okay. So as you grow your brand, your brand will start to create feelings and emotion and intention and communities and all of those things that people desire in our core DNA. So you have to understand what your brand stands for. You have to understand what the offer is of your brand,

the unique selling point of your brand and how to position it. That is one fundamental reason why most people's marketing sucks because they either don't have that, it's not clear, and if it is clear, sometimes what they're actually promoting just isn't sexy even though they think it is and they don't know what their audience wants. And most of the time when I work with people, they kind of have pieces of it, but it's like you go to the homepage, I page i'm like okay you just told me all this great stuff show me the home page i can't where does it say any of this it's like

some airy fairy fluffy stuff right so it has to be if you're gonna have these clear promises guarantees etc unique selling points make it third grade level and obvious most of you aren't louis vuitton so if you're not a louis vuitton, you can't have a nice picture of a handbag. I was filming my TV show last month and we had to explain this to one of the participants because they didn't understand that, right? Until you get to Louis Vuitton level 50 years from now or 10 years from now, you have to sometimes be more third grade level, right? You know, so Louis Vuitton's third grade level is what I said. Buy this handbag to look sexy, to get more Instagram likes, and to look like you're wealthy and turn heads, right? So you have to sometimes boil it down to a third grade level.

So kind of the second part, like I said, is the offer creation, unique selling point, and being clear in the outcome and what your brand and product actually stands for. That's kind of like a foundational thing because if that's off, everything else in your marketing is kind of off because of it. It's kind of like the brand story and identity, right? Like what they teach more in a corporate or university or college or whatever. If that's just not right, then everything's going to be kind of skewed with.

Next thing is traffic. We talk a lot about traffic because it sounds, again, it's so obvious to me, but most people don't pay attention to it. So ask yourself this question. How much traffic did I get to my website yesterday? How much traffic did I get to my website a month ago? Most people don't even know. I'm like, how are you tracking your business and monitoring if you don't even know how much traffic you're getting there, right? So first thing to do is understand how much traffic you've got. There's a very clear and direct and obvious correlation. If you own a restaurant and you get 100 people come to the

restaurant window and look at the menu in the window and they look through the glass and they look what it looks like inside and how busy it is, they are making a decision. Now out of those 100 people, if 25 of them come in and they ask for a table and sit down, you have a conversion rate now, right? One in four are coming in. It's 25% rate conversion rate. So 100 people come to the window and 25 come in. That's a very simple basic metric that if you own a restaurant, you probably want to know, right? And if you don't get 100 people come into your window and you don't get 25 people coming in over the course of a night, right? Then you have a problem. If you only have five people come to the window and then you ask yourself, why am I not making any money anymore? It's very obvious.

It's like, hey, you're not making any money anymore because you got 20 times less people come into the window. 20 times less. That's a massive amount. So how could you make the same money as 100 people when 25 came in? Now you have five people. At best, you can get five people in. But statistically, based on the conversion rate we just talked about, you'd get one and a half people in, right? 1.25 to be exact, which is one person.

So you have to understand these basic metrics because look, if you have a business, a product, a service, and you're getting seven people to your website every day, tell me how you're going to make money. Tell me how you're going to get a ton of leads. Tell me how you're going to get a bunch of sales calls. It's physically impossible, physically. And I always teach my members, I say, you don't have a money problem, you have an attention problem most of the time if you had more attention on your brand and more traffic the rest would take care of itself as long as you've got a good process if you've got a good upsell process and

sales process then all you need is the tension and traffic right so figure out how do I get more traffic how I monitor my traffic how do I become obsessed with it? And this is why I became good at paid ads. Why? Not because I woke up one day and said, I want to master paid ads. It never in my head did I think that. I said, I made a realization early in my 20s because I'd learned a lot and read a lot of books and podcasts and I'm very logical and strategic.

So in my head, it clicked one day that, hey, if I can control how many people I can promote to, then I can be successful in any product or thing I sell. I just made this realization, right? Kind of like a realization of, hey, if I go to the gym, I will be healthier and fitter than if I don't go to the gym, right? And if I wear a seatbelt in my car, I'll be safer than not wearing the seatbelt in my car. I just made this realization one day. So make the realization today that a big part of your business success will be how many people know about you,

how many people see you, and how many people come to your website, how much traffic you get. Obsess over it and then go away and figure out how do I promote my business? What are all the best ways to get traffic? And I can do another episode on that. You got YouTube, you got Facebook, you got Instagram,

you got Twitter, you got TikTok, you got influencer shout outs, you got radio, you got TV, you got email. It's just never-ending. You got billboards, right? You got banners on other people's websites. You got ads across all those social platforms. You got celebrity endorsements. You got you got TV you everything right I just listed

15 ways to get traffic so which one are you gonna start with pick one two or three and stop playing around with them the reason I pick ads is TVs hard I don't want to try radio I mean it's broad enough to reach everyone I want I don't want to go and have to plan a billboard and pay $20,000 in a three-month contract and wait a month for it to go up and go live, right? And I don't want to just do organic on social media because if I'm starting out, I have zero followers. So that's why to me, paid ads becomes a more obvious first step, right? Now, some people that do a lot of organic and have a massive following will say organic's better, but that's because they have a massive following, right? If you

took them back 10 years and I said, go make, you have no followers, go make a bunch of money. They can't do it, right? They had to spend the years growing their organic and now they make a bunch of money and now they think, well, because my organic's big, now I'm making a bunch of money, organic kills it. Yeah, it does in hindsight five years later. But you had five years of building it first when you weren't selling your products. You didn't know all this stuff. So you have to understand where you're at and where's the easiest place to start with getting traffic. Next thing, why does your marketing suck?

Most of the time, you don't have a good ascension model. Okay, ascension model is how do you take someone from buying an initial product, buying more buying again, and I call this the Apple model. And I say to my members this, I say how much, right, some of you obviously don't have Apple, I know, you have to tell me that that you're not an Apple user, and you have green text messages, we get it. But if you have green text messages, or it but if you have green text messages or blue text messages the same thing applies if you're an apple user how much are you going to spend on apple products in your entire life i'll give you five or ten seconds and if you're an android user how much you're going to spend on android based electronics or google based electronics or whatever in your entire life okay now, now, wherever, whatever your blue text or green text, right, doesn't matter.

Most people with Apple are going to spend at least 20 grand. I've spent over 100 grand already because I have all these crazy expensive red Macs. I have like 30 red Macs in my office. I get a new laptop every year. I get a new phone every year. I buy all my family new phones. I have a bunch of laptops that are asked. I have a laptop in every location that I go to I've iPads So I've already spent way over a hundred grand but even a normal person probably at least 20 grand right maybe 50 grand

So Apple has a great ascension model and ways to cross sell you and upsell you and guess what you install the app and then you go in the app store and buy apps. They get 30% of that too, right? And then the list goes on, right? Got Apple TV subscription now. They get that money. iTunes, get that money too, right? Now, even any brand, right? Any big brand, Louis Vuitton. Most people that buy a Louis Vuitton handbag buy more than one Louis Vuitton handbag over their life. People that buy from a grocery store, okay? Target or Walmart. How often do you go to Target or Walmart? A lot of people will shop in that same grocery store for 20, 30, 40, 50 years of their life, okay? So all the big brands have what's called an Ascension model, a way to upsell, right? And cross-sell and keep you as a customer. Most small brands don't have that. They sell one product, and there are outliers that grow massive companies with one

viral product. I'm not going to lie, but most of us don't. It's like the viral influencer, right, the Jake Pauls or the Kardashians of the world. It doesn't apply to 99% of us, right? Most of us have to build these essential models where we have multiple products, multiple ways people can stay with us and grow with the company and spend more money with the company over time. Why is that important? Because the more you make per customer the lifetime value, the more you can spend to get the customer. Then you can do more promotion, which means want more traffic. And when you get more traffic, it equals more leads and people and more buyers. You see how it becomes a continuum. Now you've got more buyers and you're get more traffic it equals more leads and people and more buyers you see how it becomes a continuum now you got more buyers and you're making more money per buyer because you built your model business model like Apple so then you can spend even more money on traffic and now you

spending even more money on traffic so now you have even more customers and boom before you know it you're a big company that's how it works okay so next reason marketing your marketing sucks you don't have more than one product to sell and you don't promote all your other products properly and make them buy all the products right you want to get them to buy all the stuff that's what it boils down to okay now the next reason your marketing sucks is you don't have a brand five years ago I wouldn't have said this now I'm saying this now I have a big brand why because the writing was

on the wall for me I saw into the future I saw wow these personal brands are taking off Mr. Beast, Kardashians, all these influencers I started working with influencers probably eight years ago and I started realizing I like worked with some influencers and made like half a million a million dollars for them running their stuff and I'm'm like, holy cow, these people just literally did nothing. They partnered with me. I ran all, built all their stuff, made a bunch of money. And I just saw the writing on the wall.

So I've now built a brand. And nowadays, way more than ever, way more than five years ago, people wanna do business with brands. People wanna do businesses with people. People wanna identify to a group, right? There's water companies, Liquid Death death built a 700 million dollar company selling canned water just because it's got a bit of a community tribe different feel and buzz to it right so every company can build a brand

okay if you can can some water up and create a 700 million dollar company out of it i believe every single one of you can build a brand that stands out a brand that grabs attention a brand people want to be part of okay whether it's a personal brand grant cardone everyone wants to hang out with grant cardone be a 10xer he filled stadiums with events people come and pay him hunt i know if i have friends and other clients that pay him 150 grand to have four 30 minute sessions a year with him four 30 minute sessions because he built a brand okay he might not be able to teach anything different and i'm not saying he can or can't i love grant i'm friends with him by the way but i'm not he someone else could maybe teach similar things for half the price why why people can buy a handbag for $50 or $5,000,

right? Why? Because of the brand. It's the same thing, right? You look at Lamborghini and Ferrari. You're not buying that because you need to go drive to the grocery store. Guess what? Most of the drivers of those cars don't go to the grocery store. And I talked about that on another episode, why you shouldn't ever go to the grocery store. that's you go watch that episode too so i build the brand that people want to spend a lot of money right because build the louis vuitton of your business build the grant cardone of your business build the lamborghini or ferrari of your business build a brand that people want to be part of and a brand that stands out guys okay so there's four fundamental reasons four key reasons your marketing sucks. I really wish you could just fix all these because I want you to be successful. And I know you would be way

more successful if you're obsessed on these. And guess what? When you're more successful and your business is healthy and growing and you're getting lots of leads and stuff, now you have more money, not only to give me, but to pay for employees and to pay for product development and to do all these cool things and maybe to pay yourself more so you can earn a lot of money and have a good life and give some to charity and support your family and live in a nicer house and just be able to pay an assistant so you don't have to go to the grocery store ever again which like i said you shouldn't be going to the grocery store if you're listening an entrepreneur so guys that's it for me please don't let your marketing suck this

year i know that if it doesn't suck you can change lives you can impact the world and you can build something amazing which is what I want for you until next time guys keep living the red life and I'll see you soon Субтитры сделал DimaTorzok