Thread by @thedankoe

Your Entire Marketing Strategy In One Sentence

If you are struggling to make consistent product sales / land high paying clients

This is for you...

// THREAD //

To make things extremely simple, we are going to turn your entire marketing strategy into a one-sentence description.

This will help you regain clarity when you fall off track.

I learned about this sentence from Dan Henry

Before we dive into what it actually is, we need other parts of our marketing locked down.

// Your Ideal Customer //

Your ideal customer is the person you would enjoy working with. They have more than enough funds to afford your service without being needy or annoying.

They "vibe" with you and understand that you are the expert.

You determine your ideal customer through market research and reverse engineering a starving market.

If you want to learn how to do that step by step, there are multiple articles in MMHQ:

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// Your Unique Mechanism //

We haven't talked about this much yet - but your unique mechanism is YOUR system for getting results.

Remember P90X? Their unique mechanism was "muscle confusion," a completely BS term that spread across the world.

(Do this ethically, don't just make shit up like them)

Whenever you see people promoting a specific system that gets results, that is their unique mechanism.

Somebody that does Facebook Ads for local businesses can have the "local celebrity funnel"

Which is just a series of ads and landing pages that is spun in a unique way.

That's the thing about this - it may not necessarily be unique - but it isn't a generic solution to a burning problem.

One last example for web designers, what is more enticing:

1. A website that captures more leads

2. The Appointment Accelerator (a landing page, lead magnet, and email followups to book appointments for service businesses)

// Your Quantifiable End Result //

Think about the transformation that you offer your customers/clients. (That's what marketing / sales is, giving people a solution to a problem - causing some degree of transformation in their life).

Point A = where they are now

Point B = where your product / service can take them

We want to spice up point B a bit more by making it quantifiable.

When you are thinking about hiring a fitness coach, what is more enticing?

1. Losing weight for the summer

2. Losing 25 pounds in 3 months

Clearly number 2.

The potential client / customer can visualize number 2. It's tangible.

Number 1 means they can lose 5 pounds or 50 pounds, it's not specific. Specificity is always better in marketing.

When you're providing a marketing service for a company, what is more enticing?

1. I will send you qualified leads each month

2. I will send you 10 qualified leads per month or I will refund your investment and pay you $100 on top.

Number 2 wins yet again.

Be specific with the outcome that your offer provides.

(This becomes 10x more powerful when you can back it up with social proof and testimonials.)

// Your Entire Marketing Strategy In One Sentence //

If I can make [ideal customer] believe that [unique mechanism] is the only way to get [quantifiable end result] and the only way to do that is through [my offer], then all objections become irrelevant, and they must invest.

That is a slight spinoff from Dan Henry's

Lets plug in an example

Ideal customer = creators, coaches, freelancers around $2-3k/mo

Unique mechanism = the infinity funnel

Quantifiable end result = $1 per follower per month

Offer = The Brand Mastery Program

Here is the marketing strategy in one sentence:

If I can make creators believe that the infinity funnel is the only way to make $1 per follower per month and the only way to do that is through the Brand Mastery Program then all objections become irrelevant and they must invest.

Had to format that weird to fit in the tweet but you get the point.

Once you have this down, it really is all up to your offer.

That is it for this thread.

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