SFR 263: Campaign Follow-Through...

A marketing campaign is nothing more than orchestrated noise around your product. 

 

Here's an example of how to keep a campaign going when everything is going well…

 

A campaign is about creating orchestrated noise

 

… that's my definition, but really that's all a campaign is. 

 

Running Facebook ads,  that's NOT really a campaign. It can be part of a campaign, but it’s NOT a campaign on its own…

 

Marketing campaigns are a dying art… which means MOST people are leaving money on the table.

 

Think about this...

 

We're no longer just in the information age, we're in the attention age where the loudest, not the best, is more likely to get paid.

 

HOW TO TURBOCHARGE YOUR MARKETING CAMPAIGN

 

Recently, one of my good friends, Josh Forti, did a cool launch, and he had me come on to promo this product. 

 

After our interview was done for the launch, he asked if he could get on my Facebook page to chit chat about the interview and do a little MORE promo around it. 

 

I swear one of the major reasons that people don’t do very well in this game is simply because they don't know how to do the second step that Josh took…

 

...which is why I thought it'd be cool to share the interview with you…

 

I chopped it in different places and such, but you’ll see Josh ask some very general questions…

 

Then kind of after each of my answers, he'd go back to, "Hey, we covered that in the playbook, click here." 

 

That skill is a very learnable thing, and it’s one of the easiest ways to get better results in your marketing campaigns…

 

Because, here’s the thing…

 

I see people with a...

 

• Great Product

 

• Excellent Funnel

 

• Good Launch

 

... but then they don't follow through all the way, and it cuts their launches down. 

 

Campaigns are broken up into a lot of parts. I plan and put all the pieces together, and then, I ask... 

 

• How am I gonna get tension?

 

•  How am I gonna leverage the followings of other people to get attention? 

 

• Once it's in the middle of a launch, how do I keep the momentum going? 

 

• Once it's done, how do I keep that pressure moving as well? 

 

And, so I thought this interview with Josh was a great example of how to keep the pressure moving... 

 

So, when you launch your product, or whenever you're putting your stuff out; *REMEMBER*  it's NOT just about the product or the funnel…

 

It's about the noise. 

 

So you need to ask, “How am I creating that noise?”

 

 The success of your product is just as dependent on the noise you orchestrate as the product and the offer and the sales message itself.

 

If no one knows about your offer, you're NOT making any money anyway. 

 

If you can't get anyone to even go look at your sales message, your product is already dead... so why did you make it? 

 

 So I'm just giving this to you as an idea, so you can see like, "Oh, man, I should go do that." 

 

A follow-up interview whenever you interview somebody for a product you're putting out is NOT abnormal at all. 

Let’s cut over right now…

 

JOSH FORTI’S MASTER MOVE

 

Steve: On the other side of this wall here, there’s a whiteboard and I call it my "questions whiteboard." 

 

I believe that questions invite revelation, and that's good and bad... 

 

So…

 

 I have to focus on answering rich people questions instead of poor people questions. 

 

Because whatever I ask, I will likely answer. 

 

The purpose of the board is NOT for me to answer the questions. 

 

The purpose of the board is me to figure out which question to focus on answering. 

 

...because I shouldn't try and answer EVERYTHING. 

 

It's funny you asked that;  I don't know why, but it happens in the morning….

 

 I'm getting ready in the morning and my brain turns on, and  I'm like, "Whoa, what about this idea?”

 

Man, I'm not going to lie, I've run out in a towel before to write stuff down... like, “That's such a sick idea!  Oh my gosh! I should try to answer that…”

 

And I put it on my questions board... and I write, and write, and write…

 

I have a BIG list of unanswered questions that I want to pursue. 

 

It's NOT that I'll sit down always and be like, "I have to answer this now," and just dive into my books…

 

 But, on interviews, because it's on my mind, I'll continue to clarify the answer to that question…

 

 I'll be like, "I think it's this." 

 

One of my favorite things is to go back and listen to those interviews and hear myself, and be like, "...that was probably the coolest I've ever explained an answer to the question on my whiteboard.”

 

 And so I go back a lot, and it's one of the coolest ways I figure out like, “Okay, that made sense, that didn't make sense. This was helpful, that was confusing.”

 

 And it's only honed me in what I do more and more.

 

FINDING WHAT RESONATED?

 

Josh: It's interesting how much you can learn about certain things that you say when there are clips of the crowd, (and they get the back angle)...

 

... and you watch everybody's heads go down