"Only Marketing Morons Believe That No One Reads Long-Form Copy"

Learn About Marketing

1. Your'e Way Off Base

You might think that no one in today’s day and age reads long-form copy. But the truth is, when it comes to making sales, long-form copy will beat short-form copy every single time. I’ve spent R750000 on generating traffic and running thousands of scientific split tests, and I can tell you without a shadow of doubt that long-form copy works.

With one caveat: The copy must be entertaining and engaging. You can’t simply write long copy and think that it’s going to make your prospect buy. With that said, when your copy is entertaining, people won’t care how long it is.

2. You might still be saying, ‘But who reads all that text?’

The buyers are the ones who read it. They are the ones who have all the burning questions, the ones who are looking for answers. The people who aren’t going to read your copy aren’t going to buy in any case. So would you rather gear your copy towards those who are never going to buy, or would you rather convert more of the people who are deep in research mode, genuinely interested in buying, and looking to be pushed over the edge? The answer should be very, very simple.

3. Value-Based Marketing

Built on the simple premise of ‘giving before asking’, value-based marketing is about offering value to your customers without asking for a sale in return.

In my business, we use this in everything we do to create goodwill in the marketplace.Because when you deliver massive value to your prospects, you score a double whammy:

First, your prospects thank you for the materials.

Second, you position yourself as the trusted expert.

So while everyone else is just screaming, ‘Buy, buy, buy!’ you’re building goodwill by showing people you could help them… by actually helping them!

What’s more, with this kind of marketing you’re speaking to people who aren’t yet ready to buy but who are curious about what you sell. Remember – that’s a whopping 97% of prospects!

Most people get this wrong and immediately try to sell to the 97%, but the fact is, fast selling doesn’t work with cold traffic. These people have no idea who you are – it’s like asking someone to marry you on a first date!

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Understand And Identify Your Dream Buyer

High-Value Content Offer (HVCO)

The valuable information you’re offering here is called a High-Value Content Offer (HVCO), and it draws leads to you like moths to a flame. HVCOs come in multiple forms – free reports, e-books, videos, cheat sheets – but the goal is always the same: to offer your prospects incredible value, typically in the form of the solution to a problem they’re struggling with, without asking them to purchase anything in return. In return for all the value you’re providing, all you ask for is their name and email address.

Now you have their attention, you can include information in your report that will move them up the pyramid more quickly. For example, you could get prospects who are still saving money and in research mode to consider buying a new house right away by showing them finance packages that don’t require a huge deposit.

IMPORTANT: It’s called a High-Value Content Offer for a reason! There not only needs to be perceived high value, but it must deliver on that promise. When you offer information as an incentive, make sure it’s substantive rather than the cheap gibberish that clogs the Internet.

This is the very first exchange of value your prospect makes with your business. They receive the information you have on offer in exchange for providing their contact details.

You can’t simply trick people into giving you their contact details and then send them a crappy two-page free ‘report’ that is simply a promotional piece about your company.

The goal is to wow them with this experience. If done right, this will prompt a conversation to take place in their mind: ‘If this is what they’re giving away for free, imagine what their paid products/services are like!’

You want to lead with your best foot forward and deliver incredible value.

Think Facebook Doesnt Work? THINK AGAIN!

Facebook isn’t new, and neither is the idea that every business needs a Facebook presence.

However, a lot has changed since Facebook first entered the marketing scene. Today, the world’s largest social network can do things many of us would never have dreamed of 10 years ago: host 360-degree videos, sell products via a chat-bot, or even serve as a top news source for two-thirds of the adult population.

Facebook has 1.56 billion daily active users .Let’s put that in perspective. That’s nearly 5X the population of the United States, 20% of the world population … and still climbing.

So imagine the social influence achievable through Facebook in terms of your peer effects, e-commerce business, referrals, customer relationships, reputation, brand awareness, and much more (let alone, in combination with other social media platforms you market through).

It’s not only the sheer number of people but the amount of our attention Facebook owns. Globally, the average user spends almost an hour per day on Facebook. Considering the average person sleeps eight hours a day, that means about 7% of our waking hours is spent with our eyes glued to the social network.

Facebook has 1.56 billion daily active users .Let’s put that in perspective. That’s nearly 5X the population of the United States, 20% of the world population … and still climbing.

So imagine the social influence achievable through Facebook in terms of your peer effects, e-commerce business, referrals, customer relationships, reputation, brand awareness, and much more (let alone, in combination with other social media platforms you market through).

It’s not only the sheer number of people but the amount of our attention Facebook owns. Globally, the average user spends almost an hour per day on Facebook. Considering the average person sleeps eight hours a day, that means about 7% of our waking hours is spent with our eyes glued to the social network.

While the Facebook platform has been around for more than a decade, what constitutes an “effective social strategy” is constantly changing. It’s no longer enough to post a blog post once a day and hope for the best — more and more, successful marketers are turning to Facebook ads to reach their target audience.

That’s why we’re here to help you fully leverage the Facebook ads platform for business growth and take your social media marketing to the next level.

We’ll explore the tools Facebook offers to identify, understand, reach, and ultimately persuade your intended audience to take action.

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Customised Marketing Strategy

Your message needs to be strong & powerful and it has to be education-based to resonate – not simply a promotional piece about your company.

One of the key ways to educate your prospects is to offer insights and education to help people make a better buying decision when the time comes.

Keep in mind that while business (many marketing agencies) often think they just need traffic… In reality what you need is an “Offer” that converts traffic profitability. For a business, having the ability to turn advertising into a profit is the single greatest skill to ensure you won t ever go hungry!

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Unit Economics

Cost Per Lead (CPL)

You can calculate your CPL by dividing the cost of your advertising by the number of leads received for a particular campaign or marketing activity.

Cost Per Acquisition (CPA)

This is what it costs you in advertising to acquire anew customer. This is the Most Important Metric to understand for all businesses. Its the only way to really understand for all businesses.Its the only way to really understand if the marketing you are doing is profitable.

Life Time Value (LTV)

This is the projected net profit that a customer will generate during their life as a customer of your business.

Why is knowing Unit Economics so Important?

Put simply, if you have a firm grip of your unit economics you’ll know exactly how much a customer is worth to your business over their lifetime. Then you can understand how much you are able to spend to acquire a customer while still turning a healthy profit.

You might tr Ad-words, look at the CPC (cost per click) and think ‘oh wow that’s this google stuff is really expensive’ when it could actually be highly profitable for your business if you knew how much money you make from each client.

The Benefits of a Marketing Retainer

One crucial decision (and investment) most businesses will make is deciding whether to keep their digital marketing in-house, or to outsource (or a mix of both). These days, digital marketing has MANY moving parts, and is more complicated than ever.

To survive, you have to keep up. To thrive, you need an in-depth understanding of how to integrate ALL of these components.

The Challenge?

Most in-house teams aren’t equipped to keep up with the specialized and holistic approach that today’s digital marketing requires. And frankly, even the most skilled in-house marketer is limited simply by the hours in their work day.

Successful marketing departments must be experts in:

  • Content development and strategy 
  • Search engine optimization (SEO)
  • Paid media management
  • Website design, edits, and development
  • Email marketing
  • Graphic design
  • Data analysis
  • Social media management

For most marketers, it takes years of professional experience to become an expert in just one of these areas, so it’s unrealistic to expect results across the board from just one or two people.

For many businesses, housing an entire team of specialists is just not within their budget.

That is why they partner with a marketing agency – a solution that serves as a cost-effective way to leverage the many specialists you need to make your investment in marketing more than worth it.

Let’s break it down:

Cost:

When comparing costs between hiring a full-time marketing employee vs. a marketing agency, often times indirect and opportunity costs are overlooked.

Let’s say a marketing agency will charge you R15000 per month. Compare that to hiring one marketing manager who will be paid a R30,000 salary. Not only will you be lucky to find a seasoned marketing professional for that salary, but there are additional costs that need to be considered.

What does it cost to offer healthcare, vacation/sick time, and other employee benefits? Not to mention, investing in costly software platforms for one employee to manage, monitor and analyze all of your marketing initiatives.

In the end, hiring an in-house marketing manager will cost you upwards of R360,000 annually (excluding opportunity costs), while an adequate monthly retainer with a marketing agency will cost you R180,000 per year (and give you access to a whole team of multiple marketing specialists).

It’s easy to identify the clear-cut winner here in-terms of cost savings (and that’s based on conservative numbers).

Value and quality:

An in-house marketer who is responsible for all of the elements in a marketing strategy can spend a full 40 hours per week developing and executing a single marketing campaign, while still falling short when compared to their competition who partnered with a marketing agency.

The main reason for this is marketing agencies have the right people and processes in place to effectively execute marketing campaigns in a timely fashion. It’s like the old saying “Jack of all trades, master of none”.

A team of masters will always outperform one jack.

Additional benefits: 

Here are some additional benefits to working with an experienced marketing firm:

  • Tax deductions vs tax liability
  • Efficiency and timely execution
  • More resources = more ideas, more creativity, more perspectives, more internal review and more solutions.

Comparing a-la-carte agency services to retainer services:

So you’ve come to the conclusion that a marketing agency is the best solution for your marketing needs, but now you’re faced with yet another choice. Do you choose an agency that provides a-la-carte services or a retainer partnership?

The real question here is: do you want your marketing to be results-driven or task driven? If your answer is results-driven (which is should be), then your best option is a marketing retainer.

Why? Because choosing to post on Facebook 3 times a week and email a newsletter once per month is invaluable, especially if it doesn’t connect your solution to your audience.

You must post with a purpose. Your goals may change on a quarterly basis, and if they do, your marketing tactics should shift with them. One initiative may require more content development, while another may require heavier paid search support.

The point is, marketing isn’t effective when it’s cookie cutter.

Unlike the traditional a-la-carte approach, a marketing retainer delivers results with minimal limitations. They allow for the implementation of ANY marketing tactic to be used at ANY time in order to achieve specific goals and objectives.

And we get it, as we used to be a services-based agency. But after realizing it doesn’t allow us to do whatever it takes to achieve client success, we switched to the retainer model and it has worked wonders for our clients.

So many times, we see businesses performing marketing tasks they either THINK will work, THINK they need or are simply FEEL more comfortable executing.

Marketing agencies take a totally different approach. All of the marketing efforts are aligned with a client’s specific goals and objectives. The agency will then use any and all tools in the toolbox to achieve those goals.

The only limitation you face is time. Marketing retainers are based on a certain number of hours per month. But using that time efficiently and effectively based on goals will provide the best ROI to your marketing budget.

Any business would benefit from a true partnership with an agency that develops strategies and campaigns around goals and objectives, executing whatever tactics necessary to achieve them. Marketing in today’s digital world is exhausting, complex, and multifaceted. Partner with a retainer-based agency so your organization can grow, and you will look like the superhero.

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