517: Remember These 3 Things When Solving Any Marketing Problem

In today’s episode, we’re going to talk about an essential concept that is often overlooked. It’s easy to lose sight of the bigger picture, but by remembering the why, the promise, and the outcome, we can align our actions with our goals to create a more impactful and purpose-driven business. Considering the “why” can guide decisions, customize strategies, and create more meaningful connections with customers.

If you’re ready to shift your perspective, gain clarity, and harness the true power of your marketing and business strategies, then you’ll want to tune in! Get ready to take a step back, reflect, and rediscover the driving force behind everything you do.


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Emily Hirsh:

The one big tip that I have for you guys when you’re up against a decision like that, how should I do this? What should I do here? What goes here? How many emails? How do I structure it? Is to take a step back and remember the why. Remember the promise and remember the outcome that you are trying to create. 

You are listening to the Not For Lazy Marketers Podcast, episode number 517.

Hello everybody. Welcome back to the podcast. I am just coming off our final call in the Launcher Funnel live experience, which was a six week experience to support people in strategizing and actually building out their sales funnel and having it ready to go, ready to launch either organic or with paid ads in just six weeks time. And it was so much fun. I’m so proud of the businesses that were in there and the people that were in there and, and how many of them showed up. And it’s a lot of work and put in the work of writing the emails, of writing the copy, of doing the messaging work, of figuring out the strategy of showing up to the calls and coming off that I was reflecting on something which was a theme, especially in today’s call but is really a theme whenever I get asked questions.

And so I thought I could share this because I think it’ll be helpful for you guys. It’s also very simple, but often really, really overlooked. And the way I thought about this is oftentimes when people ask questions to me about their marketing or their business, it’s obviously very specific to their business. So it feels like they don’t have the answer and they’re asking for a specific answer. But what I was reflecting on is I find myself frequently coming back to the same answer and then customizing it for them. And so the different questions I’ll get asked is, you know, what should my webinar be about? What, how do I sell my offer? Like how should I present it from the webinar into, you know, the sales pitch? How many emails should I have? What order should I do something? What should my content be?

What should my strategy be? I also had even questions today around delivery to an extent. Like how do I get more people to my live calls and should I have a guarantee in my offer? And just different questions that are seemingly accustomed to their business but are all related to one thing. And so the one big tip that I have for you guys, when you’re up against a decision like that, how should I do this? What should I do here? What goes here? How many emails? How do I structure it? Is to take a step back and remember the why. Remember the promise and remember the outcome that you are trying to create. And so when you look at marketing or you look at your product and your offer, you have to take a step back and remember, why am I doing this?

Like, what is the reason why I’m even writing these emails, creating this strategy, creating this product, putting this delivery sequence together? Why am I doing it? What is the outcome that I’m trying to create with what I’m tactically doing and implementing? And what’s the promise that I am communicating? And so anytime I get a question, I find myself going back to this because that should drive the actions, the why, the promise and the outcome should always drive our actions. So I’ll give you an example. Someone asked me, how do I create the transition in my webinar? How do I create the transition? And like, what’s the best way to communicate when I get to the pitch? And I, and I came back to, okay, remember why they’re on the webinar. Why are they on that webinar? What’s the promise of the webinar that you’re fulfilling on and the outcome that you want them to have from that?

And then we can easily tie it into the next thing. So for her, I said, one of the ways that we can do that is, well, first I helped her with what the content of her actual webinar should be because we talked through the transformation experience we wanted to create for people on that webinar. And then I said, okay. And so from there, the why, the reason why they’re on that webinar is to get that specific information, is to have that transformation, is to learn the three actions that they can take. That’s what we came to. Three actions they can take to help their relationship with their teen. And from there, the experience we wanna create is get them to realize they can go implement this on their own. And here’s where they’re gonna struggle and you’re gonna point out where they might struggle or they can bring you in for expert support to work with their teen.

And so how I got to that in two minutes or less was I was taken into consideration the experience that the person would be in on that webinar and the why, the what we needed to get them to understand. So we needed to get the individual on the webinar to see that they could take the information they learned today. And then I said I want you to actually have them reflect on where they think they might get stuck if they go take it and implement it themselves so that their mind is already going, oh, I’m not gonna be able to do this by myself. They are saying that themselves when you ask that question. And so you’re already getting them into a mindset where they are more open to buying and then you bring in your offer. How I was able to get there and create this custom for her because that’s something that I maybe wouldn’t tell somebody else exactly how to do it. I would’ve changed it up. I am focused on what I’m trying to achieve in that moment, the experience I’m trying to create and the outcome and the why. And so I think I oftentimes witness business owners getting wrapped up in the tactical to-dos that they forget the why. Another question I had was someone said, well, not enough people come to my live calls in my program. And so how can I increase that and, and what should I do? And at first I was trying to give her some ideas for that. And then I was like, but wait, are people getting the result that you promised in the program? And that should be what you focus on. Not how do I increase the attendance to my live calls, but how do I increase the number of people who complete my program and get the result that I’m promising?

Because why are you even doing the live calls so that they can get a better result? So maybe you need to change your communication so that they understand how critical the live calls are to getting that result. Or maybe you need to adjust something else in the program to make sure more people get that result. So remember the why, and don’t get so focused on something that you think is gonna solve the problem when you’re forgetting why you’re even doing it. And this will come up time and time again. Somebody else asks me, okay, if I do a training to introduce my beta offer, what should the topic be? And I said, okay, well first, what is the promise? This is the question I asked. Or what is the promise and the ultimate result of your program? Okay? And so from there, what do we need to get people to?

What experience do we need to create so that they want that promise and they believe in that promise? And so we created the content around that. So if you’re looking at your marketing or honestly your business as a whole and you’re trying to figure out something tactical, the number of emails in your sequence, exactly what strategy you should do, how many posts on social media, your promotional calendar, how to schedule it, and again, maybe it’s something even related to your business, something related to delivery. How do you set up onboarding for a client? How do you get your students to come to the live calls? Like whatever it is, take a step back and ask yourself, okay, why am I doing this? Why am I even doing this action? If it’s the number of emails, what’s the goal of all those emails? Okay, how many emails do I need to create the experience where people have enough communication but not too much communication, but I’m able to get them to take the action I want them to take?

Okay, how far out do I need to promote? That’s a question I get asked all the time. Well, how far out do you think people are gonna remember what they signed up for? It’s probably like seven to 10 days. And how many emails? Okay, what’s the experience? How many social posts? What’s that experience you wanna create when someone goes to your feed during that promotional time or ongoing? If you’re asking how many social posts are ongoing, what do you want them to see? How many posts? What do you want those posts to be? Like? What do you want them to feel? What do you want them to think? What different realizations do you want them to have? What feelings do you want them to have around what you do? Like all of those are answered and why you’re even doing it. And that gives you the answer to the tactical questions and the promise in the outcome comes up a lot with strategy and messaging.

Most of the time when someone asks me a question related to something like, what should my webinar be? What should my strategy be, what should my lead magnet be? I come back to what’s the promise and the outcome that you’re trying to create from your offer? And then we work backwards from there. So for example, I’m gonna use this business example who’s in the launcher funnel live program. So she’s launching a program that is for teens, but she has to sell it to parents. The teens go through the program, she’s selling it to parents. And so she was struggling and asking me, okay, what should my webinar content be? Well, in order for me to decide what her webinar content needed to be, I have to first know what the promise of her offer is, right? Because that has to be connected. Because we wanna attract people based on that promise.

Well, the promise of her offer is to be an outside source for the teens and to support them with their decision making. She teaches like the seven habits of highly effective people within it. And, and she basically helps teens with their decisions and, and supports them because they may be making wrong decisions or going down a wrong pathway. So I said, okay, so ultimately we know parents want to have more influence on their teen and a better relationship with them, and that’s what you’re gonna help accomplish by working with their teen. So the webinar topic can be three actions you can take right now as a parent to improve your relationship with your team, right? Cuz that’s what they want. And we know this from the messaging work she did, then we bring them in, we know they’re interested in those actions, we give them a transformational experience where they see that they can change the way they’re doing things, the way they’re communicating, they see what they’re doing wrong or what they could do better or different viewpoint they could have.

And you give them that transformation. And then you already talked about the transition. And then you say, you know, you could take this. Where do you think you’re gonna get stuck? Here’s a perfect solution for you. You created that gap. But the only way I was able to get to that end result and answer her question was because I was focused on why we’re doing it, why we’re trying to attract people to the webinar and the promise and the outcome that we are promising through our content, through our offer, through interacting with the brand. And so most of your questions can actually be answered if you take a step back and you consider that experience that you’re trained to create one way or another. And you come back to why you’re doing it and what the ultimate outcome is that you’re doing. And this is so true in business too, because I often find even myself sometimes I’m like, wait, why are we doing this project?

Like what’s the ultimate goal? And is this even the best way to get to the ultimate outcome that we wanna achieve? And I think it’s so easy as entrepreneurs because we have so much going on, we associate success sometimes with crossing things off a to-do list or accomplishing something or working on a project, but we don’t take enough time to step back and question why we’re even doing it. And if that is still the best and fastest way to get to the ultimate result we’re trying to create for our business and for our audience leads and customers. And so this should be something that you can reflect on frequently, especially if you feel confused. So especially if you’re like, I don’t know if I should go this way or that way. I don’t know if I should do this or that, or this feels extra hard or this doesn’t feel fully in alignment with me.

Like something feels off here. That’s an opportunity for you to take a step back and consider the why and make sure that the actions that you’re backing up right now and you’re taking is directly related to the why. And then when you talk about content and how you know the type of content and more from a messaging side, that’s where you bring in, okay, what’s the promise? What do I want people to feel? What’s the experience? What am I if I was to say, this is why you should come and follow me on Instagram, what am I promising you? What’s the outcome that you’ll have as a person who follows me on Instagram? Okay, that can drive your content. If you’re clear on that, then you’re like, okay, in order for me to do that, I have to do X, Y, z. I gotta post this much.

I gotta post this type of content. Same thing with email strategy, et cetera. All right? I know this is a simple episode, but I think it’ll give you guys something to think about. And it was just some reflection I had over a question I constantly ask back when people come to me with questions. So they’ll come to me with the question, and I’m constantly like, okay, well what’s the promise? Why are we doing this? What’s the outcome? And I can never answer the question until I know this and I always customize my answer, but this is the foundation of it. All right, everybody, I hope you found this helpful. Thank you so much for tuning in and I will be back on Thursday.

Thanks for listening to the Not for Lazy Marketers Podcast. If you love this episode and want deeper support with your marketing, head over to help my strategy.com to see how Hirsh marketing can help take marketing to the next level. No matter where you’re at today, we help our clients scale faster than ever, find hidden leaks in their funnel, experiment with new creative marketing strategies, and help their business explode and be more profitable than they ever dreamed possible. Head over to helpmystrategy.com and see if you qualify for a free strategy audit with Team Hirsh.