During my discussion today with Dan Kennedy one thing kept coming back over and over again.
What is the ONE big thing that will “stick” from the pandemic?
His answer? ALL businesses have to become a master at using media. This includes things like Facebook Live, TV, Radio, use of direct mail, print, etc.
Often entrepreneurs think that having “Quantity” of content is more important than quality, this couldn’t be further from the truth.
Likely because of all the “cheap” and “free” ways to now post videos on TikTok, Facebook, Instagram, and more, people are getting sloppy and lazy.
Not even bullet points or outlines.
They get on and “wing” it.
Don’t be this person.
Today as I prepared for the call with Dan I had 3 pages of questions that we worked from. I didn’t just show up and “wing” it, why?
…because we had the intent to create content that our members would love and also has an objective. Dan pointed out how many members have tried to do a newsletter and quit. Why? They lacked objectives for writing the newsletter.
They looked to fill 4, 6, 8, 16 pages…but never thought about what the outcome they wanted.
As the pandemic continues, the one thing that we all need to do from this day forward is to become better users of media in order to attract the best customers, clients, or patients who pay, stay, and refer.
…and be intentional about the content you do create. What do you want to happen with it? Can it be used more than one time? How can you leverage it?
A great example of this actually occurred while he and I were recording the call. In July Dan participated in our Magnetic Marketing Fast Implementation Bootcamp for the first time ever.
That session we spent A LOT of time creating and crafting the content so it could be evergreen, meaning last years rather than hours, days, or weeks on Facebook.
During the call, Dan and I were also “Live” on the September Bootcamp teaching the fundamentals of Magnetic Marketing. Creating marketing assets is something that we teach at the Bootcamp. But it’s also a demonstration of investing the time, energy, and effort into a media asset, rather than a quick drive-by.
Your homework for the weekend is to think about your current use of media and how you can start to improve it.
The other homework for you is to grab a copy about creating direct response media, Dan recommends a quick search on Amazon for Direct-Response TV... I just ordered a copy of $12 Billion of Inside Marketing Secrets: Discovered Through Direct Response Television Sales.
I'd love to hear what you discover to read.