1 - Organic Marketing Overview

Hello and welcome to the organic marketing overview. So this is a really meaty module. We go through a lot of different methods, a lot of different tools. And so the purpose of this video is to give you, first of all, the mindset that you should be applying throughout the entire process of marketing your agency and generating leads, as well as give you a sort of 10,000 foot

overview of the different things that we're going to be covering. So I don't want you to get too bogged down when you go through the upcoming videos. I want you to have a framework to fit them all into. And I want you to recognize that even though there are, I think, like 11 videos in this module, not all of them are going to apply to you. And

what you're going to end up with is a really simple system that works for you and your niche and your agency. So there's a lot of meat, there's a lot of tools and tactics. Don't get overwhelmed. You're just going to pick the few that work best for you and apply the mindsets that I'm about to share with you. So to tie back into our speedboat analogy, leads

are like the fuel that powers your engine. So leads are absolutely crucial to any business. And in fact, they're one of the biggest struggles that early stage businesses have. Even more so than sales, in my experience, sales is a big struggle for a lot of newer freelancers, consultants, and agencies. But lead gen is often even bigger or at least comparable. It's something that people are usually pretty

scared of. So it's utterly critical. And as a speedboat, as opposed to a sailboat, you run on a steady supply of fuel. Your fuel is no longer the wind. It's no longer just luck and chance and happenstance. It is engineered. You have a lot more precision, a lot more control. So leads are the fuel that powers your engine, that powers your speedboat. They're going to show you

how to generate an endless supply of fuel. Now here's another mindset that was particularly helpful for me. And I'll explain why. When I first started marketing, when I first got into the whole realm of marketing, and especially things like cold outreach, things that you can piss people off if you don't do them right, I was really scared. I was really scared of getting rejected, of being able

to predictably turn people into prospects into leads and into customers, particularly. This is before I learned sales. And it was because I was sort of projecting my own insecurities onto them. And so an easy way to avoid this, and you don't want to apply this metaphor in some circumstances and I'll tell you what those are, but an easy way to avoid projecting your own insecurities and sort

of limiting beliefs that you're still working through onto your lead gen, is to actually view your prospects as systems, as machines. Every living organism is a machine, a very complex machine, but a machine. And so as part of your business, you're on a computer right now, that's a piece of technology that you're controlling by pressing buttons on a keyboard. You're probably using software, you're using the course

platform right now, and you're probably on a browser like Safari or Chrome. These are all pieces of software that you can control using specific inputs. They're all controllable systems. Now I want you to think of your prospects just like that. They're no different than your computer, they're no different than your web browser. The only difference is that there's a little bit of uncertainty. It's sort of like

you have to go through more volume. In other words, most people, when they market, they sort of reach out to a few people here and then and maybe put up a blog post or write a Facebook post to try to generate clients every now and then, but it's not predictable. And so they feel like their marketing isn't predictable. Whereas when marketing becomes predictable, when you put it

in a system, when you do enough of it, when you have high enough volume, statistically, it becomes quite predictable. So it's just like pressing the keys on your laptop, it's just like clicking on your web browser, it's just an extension of the system. Now, you don't want to apply this mindset when you're in sales calls. You want to be human. You want to apply this mindset when

you're actually writing a lot of the copy. But when you're planning mass outreach and things like that, I want you to actually think about it as a machine because it's hard to comprehend a bunch of different people, especially when you get over like 10 people, it's hard to actually conceptualize them also. I want you to think about it as a machine. And in order to market effectively,

it's like a puzzle. You just have to put together the puzzle of their mind, of the customer's mind. It's just like pressing buttons, like pulling levers. You just need to have the puzzle pieces and your marketing will work on a mass scale. So we've already done that. We've already identified their secret treasure and we've learned how to break their world using the sales script in order to

help them reach it. So we already have this. We already have the puzzle pieces that we need in order to market effectively in order to build this machine, this system that can predictably turn cold leads into or cold prospects, I should say, because a lead is qualified, cold prospects into qualified leads and then turn them into customers. So we're already halfway through the process. What this module

is really about is broadcasting your message at scale. So at this point, you have a really powerful message. You have a storm piercer, you have a positioning statement, it explains who you serve, how you serve them. And now we just need to tell people about it, essentially. We just need to get the message out there at a statistically large enough scale to start generating predictable clients. And

that's something that, you know, I may reference it again because it's something that doesn't necessarily click immediately on an emotional level, but it's super important to generating consistent leads is statistical significance. So if you don't send enough email, if you don't perform enough marketing, then it won't be predictable. When marketing becomes statistically quite predictable is when you do it consistently and when you have high enough volume.

So that's going to be the biggest tweak, most likely, to any marketing system or practice that you have in place at the moment is simply the volume and the consistency. That's not to say we have necessarily high volume. We actually focus on quality over quantity, but you will need sufficient volume. So we'll get to that in a future video. Now here's an overview of the marketing strategies

that this module covers. So first of all, cold outreach. Cold outreach is huge. Most people do it really poorly and they sort of think it doesn't work or just dead. And the truth is a lot of methods of cold outreach are dead, maybe most, but there are certainly methods that still work extremely well. And when you become one of the few people that can do cold outreach

effectively, you immediately stand out when your emails land in the inbox of your prospects. So we'll cover cold outreach and that involves how to build a list, how to qualify that list, how to find their email addresses, and then how to effectively pitch them and follow up with them. And I have templates for all of that. We talk about organic Facebook marketing. So this is going to

be how to use Facebook posts on your news feed, as well as in groups in order to generate hungry clients, hungry, hungry leads ready to turn into clients. Now we're going to also talk about lumpy mail, that should say lumpy, which is another form of cold outreach, but using mail, and it's actually quite effective. Lumpy mail used to be, along with direct mail used to be a

big strategy back in the day. You know, just basically junk mail is a bad, an unaffected form of lumpy mail, but I follow some of the same principles. And what happened is people sort of stopped sending mail. I mean, you don't get as much junk mail. And so it kind of became good again. Lumpy mail is actually a very, very effective strategy for almost every niche. Honestly,

I think every niche that I've ever seen it implemented in, it's been effective. So walk you through what lumpy mail is, and how to craft effective lumpy mail campaigns. Then we'll talk about referrals and affiliates. Referrals and affiliates are huge. They're like the secret fuel stash that you never knew you had. I'm always amazed when I talk to business owners, when I talk to consultants, freelancers, agencies

that don't have a referral, affiliate or relationship based lead gen strategy, because those are always the easiest leads to get. So I'll show you exactly how to generate leads consistently and immediately, because they're going to be, you know, some of the quickest leads that you generate using referrals, affiliates and existing relationships. And again, I'll have templates for all this stuff. Then we'll talk about some additional marketing

strategies. So these are things that I personally don't have as much experience in. Everything else on this list, I've quite a bit of experience in. Instagram, Snapchat, YouTube, LinkedIn. I don't have as much experience in, but I know they work. And so I'll give you what I know about them, best practices in general for the platforms. And then in order to implement these effectively, it'll take some

testing or outside resources. But you don't necessarily need these, but they can be extremely helpful, depending on your niche. And maybe there's something that you already do or you have a particular interest in. So I wanted to cover them. Now we also talk about nurturing your list and your network. So when you build a list of prospects, and particularly when you build a list of customers of

relationships or not even just customers, basically just your network, the people that you know and are in regular contact with and have relationships with, you need to nurture them on a regular basis. Most people don't do this. And nurturing your list on a regular basis is just an incredibly powerful thing to do. Even almost from like a goodwill standpoint, almost from a moral standpoint, if you want

to go there. It's just a really sort of morally praiseworthy or just feel good thing to do to consistently add value to your network and sort of give back to the world based on what you can offer, what you've learned, what you can provide, your skills, et cetera. So it's just a really good thing to do in principle. It also is a really, really effective marketing strategy.

So I'll talk about how to nurture your list and your network in a way that provides them with a ton of value and keeps you at the top of their mind. And the last sort of strategy that we're going to touch on, and this one is more of a skill than a tactic, but it's actually the most important out of all of these. It's the most evergreen

out of all of these. It's at the foundation of all of these, which is how to use copywriting to predictably convert strangers into leads. So I don't talk, you know, I would need a separate course to go in depth into copywriting, but you can learn quite a lot in a quick video. And what I'll do is I'll give you a ridiculously powerful daily practice that you can

use to master copywriting incredibly, incredibly quickly if you want to. And it's sort of a hack, and it's really, really brilliant. I didn't come up with a famous copywriter named Gary Halbert did, and I'm really excited to share it with you copywriting. For me, it's incredibly fun and rewarding, and again, it is a way to help people find and claim their secret treasure. It's a really empowering

thing to do, and copywriting is sort of integrated into each of these strategies. So that is the overview. Those are the core strategies that we're going to be covering in this module. We'll go through in-depth, provide you with scripts, templates, and examples, and in the next video, we'll show you how to put them together comprehensively into a system that you can execute consistently, because we don't want,

you know, we cover a lot. You don't want to do all of it at once. You want to have a simple, effective system that you can execute with consistency and get results. So another mindset before we wrap up this video that it's really important to have is that marketing and lead generation is something you do with your customers, not at them. It's an exchange. So a lot

of people, this is sort of the stereotypical internet marketer, like the Screamy Sales page, the, you know, clickbait headlines that just try to hook your attention at all costs and just sort of push you through a marketing funnel or some sort of sales process. This is how a lot of people think of marketing. It's something that's sort of thrown at you. It just pushes itself into your

attention and, and when you can't push it out, when you don't have the strength or whatever to push it out, that's when it succeeds, that's a really negative and also narrow view of marketing. How marketing is done effectively in this day and age is as a collaboration between you and your community. You provide them with some value. They provide you with some value in return. You provide

them with a little bit more value in return. They provide you with a little bit more value in return and to the extent that they want to keep learning from you and moving towards the secret treasure that you can offer them, you'll continue exchanging value. This is sort of how business works in general. That's a funnel. That's a value ladder. And it applies to cold outreach, especially

it applies to all of these marketing strategies. It's something that you do with your customers, not at them. It's an exchange of value. Marketing fails when it places immediate conversion over legacy. This is something that I don't think everybody, in fact, everybody would not agree with this. Not everybody would agree with this, but this is one of my sort of controversial beliefs. Marketing fails when it places

immediate conversion over legacy. If you're using, on the extreme end, if you're using slimy, unethical sales tactics in order to make a lot of money, you can do that. You can make a million dollars pretty quickly if you just lie to people, but whether you keep it is a different story, and whether you can sleep at night is an entirely different story. What I care about above

and beyond, and what a lot of people, hopefully most people in this program care about above all else, is their legacy, the impact that they'll leave on this world. When you always make decisions through the paradigm of your deathbed, how would I view this when I'm laying on my deathbed contemplating the life that I've lived? Things like unethical, slimy, persuasion tactics just don't make sense. They're short-sighted.

A more subtle version of this is there are all sorts of little things that I just really shy away from. Another example is a lot of people host webinars, and they'll say, we only have 100 seats at this webinar. There's absolutely no reason to have a restriction on a webinar, or the worst is when you'll see we only have 100 copies of this ebook or something like

that. Manufactured scarcity, just these manufactured situations, you can always authentically create persuasion triggers. You don't need to do it in a way that's slimy or unethical. That is a very strong belief that I have. Marketing fails in the long term when it places immediate conversion over legacy. Your ability to be proud of what you've done, your business's reputation, and your long-term profitability as well. All are maximized

when you make decisions from the paradigm of how will this affect my legacy, which actually cuts out a lot of common marketing practices. Marketing is something you do with your customers, not at them. It's an exchange, exchange of value, and marketing fails when it places immediate conversion over legacy. That's it for the organic marketing overview. We've got a lot to get through in this module, and by

the end of it, you're going to have a simple, effective system for consistently generating leads that you execute automatically every day, and that brings you steadily towards a six-figure agency that creates for you a life of freedom, impact, and a whole lot of fun. Let's dive in.