How many times has one (or all) of the following happened to you?

  • You wrote copy that you thought was good, but was completely disconnected from your audience.
  • You tried using a certain strategy that worked for someone else, but totally tanked for you. 
  • You cross your fingers and hope that your ad will work, but it just… doesn’t.

If you fall into any one of those categories, you might be unknowingly making huge mistakes with your marketing.

In my opinion, there are three catastrophic mistakes marketers make over, and over, and over.

They don’t dive deep enough into their ideal client avatar.

They don’t create a marketing strategy that is customized for their business.

They don’t plan out their ads or pair them logically with their current strategy.

Tune in to today’s podcast to learn the how’s and why’s of each of these mistakes so that you NEVER make them again moving forward!

If you’ve fallen victim to any of these mistakes without even realizing it, send me a DM on Instagram @emilyhirsh and let me know how this episode brought you clarity!

Need support shifting out of these mistakes and creating a marketing strategy that actually WORKS? Join me for my 3-part video training series Ads Like A Boss. 

I’ll be providing you with the foundational tools and strategies you need to hone in on your ideal customer & master your messaging, create a 100% custom strategy for YOUR business, and implement killer ads without blowing your budget.

The first training drops October 6th, so reserve your seat now at marketingalwaysworks.com!

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Emily Hirsh:

Hello, everybody. Welcome back to the podcast. I hope you’re having a fabulous Thursday, or whenever you’re tuning into this episode. It’s fall going into October, going into quarter four, which means I got to do quarterly planning, and monthly planning, and reset the goals, and it’s fall, and it’s my birthday month, and it is cooling down in Texas. I could not be happier about all of those things. Even though this year has been crazy, it’s still been a good year and still been a year of growth. You can’t control what’s happening and you take it how it is, and I’ve still experienced a lot of growth, had a baby this year, but I can’t believe we’re going into Q4. It feels like we just started with corona which was beginning of Q2. Crazy. 

So anyways, we are, weather’s cooling down. I’m outside every day now and we’re building, we have a garden. So my husband built these gardens and he’s very much like me where we don’t do things halfway. We only do things like 150%. So we don’t just have one little greenhouse. We have a greenhouse and two huge planter beds with huge wooden posts and a fence because we have deer. So we will have a very abundant garden and we get to start planning that with the kids because the weather is going down. So I’m so pumped. I’m also so pumped because I have a special announcement for you guys. If you can’t hear it in my voice, I’m a little extra excited today, a little extra energy, because I get to share something with you guys that we are launching and is coming up and you can sign up for. 

But today’s content, what I want to talk about is the top three mistakes that people make in their marketing. I like to boil down where are people going wrong consistently so that you can either correct your course if you’re doing it right now, or be aware of it as you start to build out your strategy or launch your ads or plan for things. And I have a very unique perspective because I’m able to see so much from a high up view across, you know, we have over 55 clients on our roster and I’m able to see all the different industries and businesses and funnels and marketing strategies and teams and the way everything plays out in situations. Then I have my business. I am in mastermind. 

So I have a very like big perspective and overview and that allows me to create content like this, where I can say these are consistently the three things that people are missing in their marketing. And it doesn’t matter if you have never run ads before and you’re a brand new business owner, or you have only done organic strategies and you’re going to take your ads paid, or you could be a multimillion business owner and still be making these mistakes. And I’ve seen both people do it, I’ve even made some of these mistakes. 

So we’re going to talk through that, and then as our special treat, I actually have a video series training coming up. The first video is going to launch October 6th that answers in depth, even more, each one of these mistakes. So today we’re going to talk about the mistakes and then I get to share the video training with you, and you get to go sign up and register for that. And it’s going to be so much fun in this. So we’re going to talk more about that. 

Okay, so the top three mistakes people make in their marketing. The first one, you’ve probably heard me talk about this on the podcast before because I talk about it so much because it’s so critical, and that is they don’t know their ideal customer. They go out, they create a strategy, they create ads, they set goals, they have this vision for their business, and they don’t truly know their ideal customer. And a lot of people think they do, but they don’t really. And they figure out that they don’t once they go to actually go deeper with their ad strategy, or maybe they start ads and the ads aren’t working and they’re like, man, I was just scratching the surface on my messaging on how I could actually talk to my ideal customer. 

Here’s what I think the problem is. A lot of people out there who teach your ideal customer, they don’t teach you how to go deep. They don’t teach you how to actually talk to that person and understand that person and then connect everything you learn and everything you define about that person to your marketing. So if I have a definition of an ideal customer I’m going after now. I need to connect that definition, connect that person in that persona over to my marketing. Meaning my podcast titles, the videos I create, the webinar I create, the titles I create, the customer journey, the strategy, the ads, all of it has to be connected to that ideal customer. And so a lot of people teaching this out there, they might teach you, oh, you’ve got to define your ideal customer. You need to have a description of who she is or who he is and what they’re afraid of. And that’s great because yes, that’s the start, but we need to take it a level deeper and think about it from the perspective of marketing.

And so where I see people mess this up so much is they think, they know, I think it’s like, I don’t think people ever really go, or it’s very rare that somebody goes into marketing and they’re like, I don’t need to know my ideal customer. Like, I’ll just go and I’ll just do this without that. I don’t think that’s what’s happening. It’s that people think they know their ideal customer well enough and then they go to create a strategy, to write a webinar, to launch a funnel, to launch their ads, to write ad copy, to write emails, and they realize, I don’t know my ideal customer well enough, deep enough and enough where anything I create, it’s not going to stand out enough from other people in my industry and in my niche because I’m not clear on it. 

The person who knows their ideal customer the most in your industry, the company that knows that person the best will win. And I look at huge companies, like Apple is one of them. They know, Steve Jobs knew his customer. He was obsessed with who his customer was, the way they thought, the way they worked, what they need, they knew what they wanted, but even better than they knew themselves sometimes because he was seeing so much, much visionary into the future of technology, but he knew his customer. And so the companies that really understand their customer and are able to communicate them the best in their marketing will stand out from everybody else. 

And so the mistake people make is not that they skip over this intentionally, but that they think they know their customer when they don’t. And what the repercussions of this are your ad copy, your emails, maybe even your marketing strategy itself. An example of that would be creating a challenge for an audience of people that would never participate in the challenge because you thought it was a good idea because your coach did it, or because somebody in your program did it that you’re in and they gave you the template, but you forgot and you disconnected from why you’d be creating it in the first place, which is for your ideal customer. So people have a disconnect in their messaging and their strategy, in the way they talk to this person to the point where then they don’t stand out. 

You can’t afford to be like every other business in your industry. You have to be different. You have to be better. And even if you’re not better, maybe there’s somebody who actually produces what you do just a little bit better and you doubt that. Which you shouldn’t, because you probably are the best, but because I know my audience, you guys care about your delivery, but you have to communicate that you’re better. 

So you could have the best product and be way better than the other, you know, Jen, over here who has the same coaching product or course as you at solving a similar problem as you and you see her as a competitor and you could be way better and you could be thinking to yourself, well, I am better. I know my product is better. I know I’ve put more into my delivery so people should care about that. They don’t, unless you communicate it right. And you can’t communicate it right unless you know your audience. So if you have a better product, but your competitor knows their audience better and can communicate to them better, but has a worse product, who do you think’s going to win over the customer better? The one who knows their ideal customer better. The one who knows how to speak to that ideal customer better. 

So in this upcoming video training series I’m doing, the first video actually is going to focus on this and I’m going to walk you guys through a process of how to actually interview your ideal customer, questions to ask them, and then how to tie that, like I said, to your marketing because that information should be a direct correlation to your podcast titles, the content you put out, the strategy that you create. The way that you consider everything in your marketing should be considering this person. Marketing is actually not that hard when you take a step back and you go, okay, I’m creating this for a person. What’s the best decision for that person? Most of the time you know the answer. I should do a webinar, I need this many emails, they’ll respond to this of urgency, they’ll respond to this type of product, or this type of positioning. If you can boil it down to that, marketing becomes so much more simple. And that’s a lot of what I do in strategies. 

When I talk to someone and I can’t tell you how often someone’s like, well I’ve got to do this funnel, I want to do a SLO funnel, I need to do it like this because I saw this successful… my friend’s making $30K doing it so I need to do it. And I’m like, well, wait a second. She doesn’t have the same audience as you. She doesn’t have the same customer as you. You’re not thinking about your customer when you’re speaking that way. And this happens so much where people miss out on this and they miss out on the gap of that your ideal customers should drive your marketing. Your marketing doesn’t then just define your customer. It’s not the opposite way around. 

So in this video training series, that’s the first video. And I want to give you guys a link now to go sign up for that if you want. It’s a three part video training series with workbooks attached to it, and a pop-up Facebook group attached to the training series where I will be doing bonus booster trainings. So you’ll have a core video and then I’ll do a bonus supplemental training with it to help you move through that content even more and give you, for example, the first one, the actual interview questions to go ask what I walk you through that process, different things. You actually get results. So the first video drops on October 6th, the second on October 8th and the third on October 13th. And you can get access by going to marketingalwaysworks.com and you guys love that URL. I say that always all the time, right? Marketing always works, it’s just a matter of when. So now I own the URL marketingalwaysworks.com and you can go there and sign up for Ads Like A Boss training series. So that’s the first video. 

This second biggest mistake people make in their marketing ties into the first, of course it does because they all bleed down into each other. And the second biggest mistake people make is they don’t create a custom strategy with this ideal customer in mind. And so kind of the scenarios I was just sharing with you where people go, well, I have to do a webinar because I’m in a mastermind and my coach is teaching me how to do a webinar and she says it has to go opt-in to a webinar and then they can go to my product, and I can’t go direct to the webinar because they said I couldn’t. 

And I hear this so much. And I’m like, who’s their audience? And okay, is that your audience? And that’s great that that worked for them, but that doesn’t mean it’s going to work for you and all of these people out here, which, you know, no shade to them, like they’re doing the best that they have with the resources they have, but there’s so many people out there teaching a marketing strategy when they’ve only implemented that marketing strategy for themselves. And they’re like, this is the way to do webinars, I’ve got to tell everybody. And the only way I know, and they don’t say this part, but the only way I know is because I did it for my ads, or I did it for my marketing strategy. And I’m not saying they’re bad strategies. Like sometimes they are good strategies, but that doesn’t mean everybody should do it. That doesn’t mean that Sally who’s targeting moms should follow it when Joe is targeting business owners, like there has to be a difference. And so people are missing creating that custom strategy for their ideal customer. 

So video two that I’m going to walk through for you guys, it’s going to show you how to kind of go through a journey where you’re like, okay, I know my ideal customer. Now I want to consider that person and create my strategy. That doesn’t mean that overall strategies like webinars, for example, they do work, but you have to consider the length of the webinar, the way you’re getting somebody to the webinar, or the way that you’re following up in the webinar. All of those pieces need to be thought about for your customer and not template it. And so I can’t give you a template on how to do this. I have to help you guys learn how to think this way so you can make the decisions in your business. And so that’s what video two talks about., but right now, as I’m saying this, I want us to think about that because people, again, aren’t intentionally making this decision, but we are seeing what somebody else is doing or hearing or learning, or in a course, or in a program, or even in a Facebook group seein something and we’re trying to kind of adapt these strategies. Because you know, that’s what we do in marketing is we see something cool and we replicate it, but we’re losing sight of why. We’re losing sight of the fact that the only reason you create marketing strategies is to attract your ideal customer. So to create something that wouldn’t necessarily attract them in the best possible way, or the most effective way would be damaging to your overall strategy would waste you time, would waste you money.

The other piece with this and creating the custom strategy, and the problem with this is if you use a template and strategy and it doesn’t work, you’re most likely in a situation where you’re re-doing strategies every two to four weeks, you’re like, well, that didn’t work so throw that away. Let’s try this one, redo this. And it’s exhausting. It’s exhausting to be like, okay, we’ve got to do this and build this funnel page and add these emails and do this. Like, I know how overwhelming and exhausting it is. So my goal in this training when we go deeper on this with you guys, is to actually get you to a point where you’ve created a custom strategy map. We’re just creating the map. We’re not building the pages, we’re not doing any of that stuff, but we’re creating the map and the blueprint. And you’re so confident and sure that it’s created for your ideal customer, that you can commit to it for 90 days, because that’s part of the key. 

You’ve got to have a strategy that was created for your ideal customer with them in mind and it’s for your business and for your offer, because that’s the other thing. Your offer should play a role in the strategy you create. I’m not going to run a webinar and pitch a $97 product necessarily on that webinar because I don’t need to, because I’d be losing people through there and not making it. I’d be paying so much for the lead to get them on the webinar, watch the webinar to hear about the product. That doesn’t make sense. So if your offer is different than what other people are teaching, you have to have a different strategy. And that’s the thing that like, I don’t know that the people teaching it, it’s like, okay well your audience has all different offers, prices and types. And I think that’s where I appreciate a lot of my knowledge because I’m able to see all these different funnels, membership funnels, high ticket funnels, course funnels, e-commerce funnels. And I’m able to kind of be like, okay, well this is kind of what works and these are the places we have to customize. 

So that’s what I’m going to walk through with you guys and then get you to a place where you feel confident in committing to it for 90 days because you can’t just be in this pattern where you’re changing strategies every two to four weeks. It will cost you so much time and money. And I also see so many people doing this. So if you haven’t gone over yet to marketingalwaysworks.com and save your spot for that training, go over and do that cause video two is going to walk through the process of creating that custom strategy. 

Now the third mistake, the third biggest mistake people make in their marketing is with their ads. And it is not knowing their numbers and not planning their ads for the strategy they just created. So a lot of times, most of the time, what people do is they’re like, okay, well I have a strategy now and I’m just gonna run ads to my webinar. Maybe I’ll boost a post cause I don’t know what I’m doing. Or I hear, so I’m gonna throw spaghetti at the wall, see what sticks. I’m going to cross my fingers and hope this works. Ads do not have to be like that. Ads can have a process attached to them. They can be very intentional and everything’s like a waterfall. Your ads should be created based on your marketing strategy. So now that we start with our customer okay, once we have that we can create our custom strategy. Once we have our custom strategy, we can create our ads, and it can’t be done backwards. We can’t create our ads and then go back into our strategy and back and create our ideal customer. That’s why in our onboarding process when we work with clients. Like we’re focusing so much on their messaging and their strategy and getting that foundational piece done before they’re passed to the ads team to actually start their ads, and people want to just get straight into the ads. And so they dive into the ads, they don’t have goals set, they don’t have metrics, they don’t have sales goals set based on their budget, or their budget set based on their sales goals. And they’re just like throwing money out there, hoping it works. I don’t want you guys to do that and I’m going to stop that from happening. 

So in video three, which drops on October 13th, I am going to walk through how to create that custom ad strategy based on your custom marketing strategy that you created. I’m also going to walk you guys through how to a plan your budget and your sales and give you one of our calculators in the pop-up Facebook group. So the biggest mistake people make really is they start here and they’re like, okay, I’m going to boost a post. I’m going to try and get some webinar registrant’s and then I’ll just see what happens. And I’ll go from there and I’ll make decisions after that. That’s backwards. We got to do the foundational work we need to know the audience, we need to have the custom strategy, and then we have to plan out our ads. If we have a webinar, we want to plan out webinar, replay ads maybe, or maybe we want to plan out specific sales ads. We want to look at the objections that our buyer might have and pair testimonials with those objections. Things need to be thought through to get the most money out of your marketing. 

And that’s what I’m going to help you guys do in this training series. So I don’t want any of you guys making these mistakes and that’s why I’m doing this training series Ads Like A Boss. If you haven’t gone and saved your spot, go to marketingalwaysworks.com. It is going to be incredible. Like I am literally jumping up and down because it’s not just about the training videos, which are awesome, but there will be a pop-up Facebook group connected to this training where myself and I have two strategists team members, plus support customer service team members in there, of course, but strategists actually in there answering your strategy questions during this time period where the videos are dropping, which has so much value. We do not do that normally. So I actually have team members and myself. 

I will have nothing else on my list for these days that the videos drops in between, but to go in and support you guys to do bonus Q and A’sm to do bonus trainings, to answer your questions for your business, because I’m determined that everyone who participates inside of this training series and inside of the video and does the workbooks and shows up, you will see results by the end of it. You will have a plan, a blueprint, clarity, direction by the end of it with your marketing, because I want you guys going into quarter four, that first month of quarter four where you’re going to finish off the year with a huge bang. We’re not going to slide down and be like, oh, well, we’ll just wait for the new year. We’re going to make this amazing. And I know that if you come in and you participate and you’re there with me, you’re going to get so much value. So go to marketingalwaysworks.com to save your seat. 

We have fun stuff too, like a preparation checklist while you’re waiting for the videos to release. We also are putting all of the videos and all of the content in a private podcast feed so all of the audio and all of the Q and A, the bonus trainings I do, anything that I do that has an audio component with the video, we’re going to strip that audio, put it in a private podcast feed to make it even easier for you guys to consume. But you’ve got to go save your spot, marketingalwaysworks.com. Thanks so much for tuning in today guys, and I’ll see you next week.