Ever feel like you’ve followed all the steps, but your marketing strategy still isn’t delivering the results you expected? Here’s the truth: marketing always works, it’s just a matter of when. In today’s episode, I’m diving into the exact process I use to take strategies that aren’t performing and turn them into high-converting success stories, using one of our VIP clients as an example. It’s not just luck or a guessing game; it’s a repeatable process. With the right tweaks and adjustments to your marketing, success is always possible.  

Here’s what I covered:

• Why nailing your messaging is the foundation of all your marketing efforts.
• How to ensure your lead experience doesn’t overwhelm but instead guides effortlessly toward your offer.
• The importance of creating an urgent, needle-moving bonus to drive conversions. 

If you’re ready to stop leaving money on the table and want to learn the steps I personally use to take an unsuccessful strategy and create success, tune into the episode now!

Like the podcast? Leave us a review on Apple or Spotify.

Starting on October 21st, I’ll be guiding you through a 4-day, step-by-step process to help you reach THOUSANDS of your ideal customers using my proven ad strategy. Sign up now: https://go.embodiedmarketing.com/challenge/

More ways Embodied Marketing can support you:

Tired of inconsistent revenue & marketing strategies that leave you overwhelmed? Whether you’re just starting out or ready to scale to multiple 7-figures, book a call with the Embodied Team to see how we can help: http://helpmystrategy.com

SUBSCRIBE & REVIEW THE PODCAST!

Thanks for tuning into this week’s episode of the Embodied Podcast! If this podcast has added value and helped you in your business journey, please head over to Apple Podcast, subscribe to the show, and leave us an honest review.

Your reviews and feedback will not only help us continue to deliver great, helpful content, but it will also help us reach even more amazing entrepreneurs just like you.

♥ LISTEN ON SPOTIFY

READ THE EPISODE TRANSCRIPT

Emily Hirsh: 

Hello, everybody. Happy Tuesday. We are here already halfway through October. It’s almost my 30th birthday. I am excited. I’ve got a few different things planned. Honestly, a little bit more of a chill birthday. Costa Rica was a little bit of a present for me and a trip. And I don’t think we’re going to end up doing a trip, maybe in November. So yeah, I am excited and also very excited because It is finally starting to almost feel like fall here in Texas. I can see we’ve got two more days of hot 90 degrees and then it drops down for the foreseeable future. So super excited about that. I had an amazing weekend. My husband last minute was like, Hey, I want to do this training. It’s eight to eight Saturday and Sunday and I had just gone to Costa Rica so I kind of feel like I owed him and of course I’m always happy to support but I ended up on full on mom duty for the weekend and my nanny was at ACL and in Austin on Friday so it was very busy but it was awesome. I actually deleted Instagram from my phone and just dedicated my weekend to my kids and it felt really good. We had soccer and sleepovers and I made waffles for the kids and took them to the park and played outside and four-year-old birthday party like all the things was a full-on kid weekend and I’m really intentional about being present right now that’s something

Coming back from Costa Rica, but also my goals have always been around being present and I made this post recently that I’m learning and slowly not just learning like mentally learning learning embodying that presence happens in these little microseconds, these micro choices where the situation and the event could be the exact same, but you can either experience it present or experience it not present. And I think so much of the time people are almost never present anymore. And it happens in those small moments where you just take a little bit longer to enjoy your food or you pause and you just look in your kid’s eyes or you just have those small moments that bring you into this moment. And it’s like nothing changes, but everything is experienced differently, if that makes sense. All right, for today’s content, I was inspired to talk about this because it is a specific client that I’ve been involved with, one of our VIP clients.

And we have a core value. I have a core value that has existed in all the time of my business. That is, marketing always works. It’s just a matter of when. And I not only believe this, I know this is true and it comes from how I look at marketing which is very much a process, a system, something that when tweaked correctly in the right order in enough times you will always be successful. Now some people are not willing to pivot as much as they might need to to create that success or to commit to the time that they might need to to create that success but I believe and I know that success is always, always possible when you look at it this way and when you act in accordance to this. Now that could mean making a change as big as shifting your offer. So it could mean shifting your business model, which a lot of businesses have had to do in the last year because of the economy.

But when you are open to the pivots and you are constantly looking at the different factors that go into marketing, you will always be successful. So we have a client and one of our VIP clients which is VIP client. We only have three of them right now and I directly am involved in their marketing and not only that but they get my marketing team my marketing coordinator who runs my own marketing and we implement it all of our system so we don’t just support with the funnel we support with email marketing like to their list social media all the data tracking we set up custom spreadsheets and dashboards that i’ve implemented over the years these processes for my own business every piece of their marketing. It’s like truly like an entire six figure marketing department in your back pocket. And so we have a couple clients. I opened it up really low key like two months ago and it hardly promoted this.

And I wanted the right businesses that I really wanted to partner with. And it’s been really fun for me because I’m able to go all in and not just manage you know funnels and the ads, which is awesome, but also the email marketing, the promos, the offer changes, the business strategy, the offer development, all of it. Anyways, so we have this client, and we’ve done two launches with them so far. And the first launch was not unsuccessful. We did a 2x return on ad spend. It’s a successful business, but had they hadn’t really run a lot of Facebook ads before. So they’ve proven their offer, but they really needed to open it up to cold traffic and they sell a higher ticket program. It’s $5,000. They sell it through his sales call. And we ran this offer the first time using the same messaging that he had had before working with us for a training. And so we basically like ran the promo brought this same webinar over to facebook ads and obviously created the assets and it did fine the cost per lead was more expensive than we wanted and we got a 2x return on ad spend which is not bad but i knew that we could do better.

So I want to walk through the process of how I take a strategy that I want it to be more successful or this would apply to a strategy that wasn’t successful and create success every single time. And we just relaunched a new training. So basically after we did that, We kind of came back to the drawing board, and I was like, all right, we’ve done this enough times to your warm audience, and we have these results from cold traffic. Here are my ideas on something more fresh that we could do and run again. We ran that. The cost per lead is cut in more than half, and we’ve doubled the sales conversion. So now we’re at a 4 to 5x return on ad spend from following this exact process. Same offer, same customer experience of going to a sales call. We changed the front end and we didn’t even really change the pitch. So we really just changed the front end. So I want to talk about this. When I have someone come to me with a strategy or even let’s say we run a strategy and it’s not as successful as we want it to be. This is the process that I go through. The very first thing every single time is the messaging that I look at first. Meaning the first question I look at, what is the promise of this experience. And I’m speaking in terms related to a webinar and opt-in. So e-commerce, this applies to you, but you probably may not have that lead gen experience happening first. In this case, we had the webinar was the first thing, webinar to sales call to $5,000 offer. So the first thing I do is I say, okay, let’s look at the promise of this free experience that we’re trying to get people into, the webinar in this case.

How could we improve it how could we dig deeper into what we know this ideal customer really really wants how could we. really speak to the most attractive, no-brainer problem or desire that this ideal customer wants in this webinar. And usually that is some brainstorming. And we end up talking you know back and forth, and I met with a client and my team, and we talked through that. and And one of the things that we shifted in this case was the original training was focused on process. It was focused on helping somebody implement process in their business and how that will lead to more money. And my thought was, okay, I think process is one piece of the puzzle, but do these business owners really know how big of a problem process is or are they more focused on making more money, ROI, margins, and Really revenue generating things even though yes process is revenue generating my argument was I know that’s what they need. I don’t think that that as many know that that’s what they want right and make that connection. So we ended up landing on let’s take your top three most successful business owners who have gone through your program and we’re going to create a kind of case study webinar that shares your process and also gives them a behind the scenes of how these three business owners have created success.

And so we shifted the entire positioning of this training. We actually changed the core part of the training and we changed the messaging. So the first thing I look at when the strategy is not working is the messaging because here’s the reality and I’ve definitely said this before my podcast, but I’m going to say it again. You can have a subpar strategy. subpar Facebook ad execution, subpar even copy on your Facebook ad. But you cannot have a subpar free experience or offer. You can’t have subpar messaging because if you don’t have that, that is truly like the foundation of everything. And if that is not solid, everything else you do is not going to work very well.

You can’t have subpar messaging and a really good strategy and really good Facebook ad execution and perfect targeting and still be successful. You will still, even if it is successful, you will still be leaving opportunity on the table. You have to nail the messaging of that free experience. And when I say messaging, I mean the communication and the actual reality of what the promise is of your free experience. So your webinar, your challenge, your free download, your quiz, answering that simple question. If I consume this, if I watch this, if I implement this, if I engage with this challenge, what will I be able to know, be, or do after? That should be a one sentence symbol. And then when you look at that, asking yourself, is that really the most attractive thing that my ideal customer wants? Keyword there, wants, not needs, wants. Because you can’t change what somebody wants.

Now, once you get them in, even once you get them into your webinar, your experience, you can explain to them and show them through an experience that what they really need is XYZ, which happens a lot. You can’t change what someone wants. That’s going into your marketing in a battle out the gate, which is not going to be successful for you or as successful as it could be. So the first thing I do when I look at a strategy that wasn’t successful is we probably change the messaging. We change the topic of the webinar. We change the the lead generation tool. We change the promise of the challenge. We really hone in on the most sexy, attractive, thing that the ideal customer wants and we start with that. That becomes the foundation. We get clear on the messaging. So in order for us to do this, the first thing we did was we decided this was the direction we’re going to go. Fresh training. Here was the angle, focusing more on like the overall success of the business and the the money, the margins, the ROI. And then we did a specific messaging call where we fleshed this out. 

And we talked about like, OK, let’s riff on. And really, for me, it’s a lot of times it’s pulling this out of my clients because they know this. They know their ideal customer better than I do. And so I think that our job as our my team and as marketers is not to always come up with this. It’s to pull it out and then word it correctly. So it was okay, let’s talk about this. Let’s talk about what they’re saying on the sales calls. That was a question I asked this client because they take sales calls. When they get on, what are they saying? What exactly are they saying that they need help with and why they booked this call? Why they’re interested in your program? Let’s pull that out. So we did that and we used that to design and create the copy for the opt in page for the Facebook ads, for the social media posts, and that defined the entire strategy. And I think that was the biggest contributor to us cutting the cost per lead in half. Like in half between these two means we nailed the messaging.

The second thing that i I look at is the actual strategy and the experience. So if a client comes to me and is like, okay, you know, I did a two-day training and here is what it was. First, I look at the messaging. First, I look at the promise. I improve that. I shift that. And then I look at the experience. And what I’m really looking for, the biggest thing I look for is, did you create too much overwhelm in the experience? Did you not lay out like a red carpet? Here is my process. Here is my roadmap. Here is the what. And now I have a specific gap that is the how and that’s my offer. So the biggest mistake that I see people make inside of a free experience that they wanna lead to their offer is they overwhelm. There isn’t enough structure to it. There isn’t enough intention behind it. The actual content that you teach in a free experience is extremely important and extremely impactful when it comes to your sales conversion. People don’t realize as they, all the time go straight to the pitch and they’re like, I think it’s my pitch. Yes, your pitch matters. There’s an intentionality behind that. But even more important is how you led to the pitch because you want somebody to be in the space of clarity and confidence and then Present your offer. If somebody is completely overwhelmed or you gave them 10 things to go do right now, they don’t feel the need and the desire and the pull to your offer. So that’s the first thing I look for is, did you overwhelm? Did you not structure this in a way that’s like so clear and a great experience for this lead? The next thing I look for is urgency.

So is there a reason for somebody to buy this offer right now? Or did you present the offer and just say, here it is. You know, you can sign up anytime or you have two weeks to sign up. My best case scenario in a live experience is that you have some sort of urgency on the actual webinar. So you say, if you sign up or in this case, if you book your call and then you sign up it you know within this amount of time that day or on the webinar, you get this bonus or discount. And then there’s a second one that lasts you know five to seven days after the webinar and that really drives your email promotion. So that’s the next thing we implemented for this client was looking at what is the most needle moving bonus that we could implement in the pitch. And we talked through different ones, but my my rule of thumb with a bonus is always what is going to get the best results as fast and easy as possible for the client, for the customer. So the mistake people make with bonuses is they go, I’ll just give you a whole other course. I’ll give you another workshop. I’ll give you more training. I’ll give you more material.

That material may be super valuable, but how it’s perceived by this lead who’s considering buying your program is more work, more time, more overwhelm. Things like strategy calls or audits or the ability to submit a question and get it answered. All of that is perceived as speed and ease. I’m going to get to this end result, this problem I’m trying to solve with your offer faster and easier, more customized support, looking at things like my profit and loss statement, like those are all great bonuses. So we doubled the sales conversion in this example, and that I believe I could attribute to improving the urgency and the quality of the bonuses that we were offering on the backend. So really it comes down to those two things, but they’re big things. The messaging, the core promise of what you’re offering, and then the experience, which really is your strategy. Like once somebody signs up for that lead gen, what is the experience from there to purchasing? So every single time, if I nail this, we nail the strategy. Like it it works every time and I think one of the reasons that I am so good at marketing is because I am very critical of offers and free experiences. so I think that I look at everything from the perspective of like you have to convince someone. like and Nobody has enough time right now. Nobody has enough capacity.

And so your free experience that you have, your lead gen that you’re trying to bring someone in with, you can even argue this, your content, you know your podcast, your videos, it needs to be top notch. The actual experience, the content, the value in order to garner someone’s attention, in order to convince somebody to actually opt in and sign up for a training and then show up They have to feel that they would actually pay for that. Like it’s so good that they pay for it. And so I look at everything through that critical, critical eye. And that’s what really demands the excellence when we go execute the marketing strategy. Same with the paid offer. It needs to be like for that price. I know I’m going to solve my problem and this is like an incredible deal. I need this right now and this is top notch. and I think if everybody just focused on that, your marketing would improve. The bells and the whistles and the extra emails and the retargeting ads and like all the things that a lot of you worry about.

That moves the needle just a little bit. These things I’m talking about move the needle 90% of the way. like This will get you results. And if you want support having that, like that’s what my team does. like I train personally train my team. My success managers are coaches and are done with you program to look at marketing through my eyes. We do a weekly training and I go through these exact things in detail with them so that basically you’re getting me represented working in your business. So if you feel like you need that and you want to overhaul your strategy, you can go to helpmystrategy.com, book a call. Otherwise, I will talk to you guys on Thursday. Thank you so much for tuning in.