Creating Your Marketing Argument

Let's Start An Argument...

No, not that kind of an argument, I'm talking about your marketing argument.

Do you have one?

Do you know what one is?

Well, the reason that I decided to write this blog as the first one in a series of weekly blogs is because in my humble opinion, it's one of the most important aspects of marketing, yet one that most people give very little thought to.

And once you have one, especially if you have a good one, then your whole marketing fortune can change.

Most people who are looking to grow a business online are told that they really need to focus on two main things.

1, The problems that their audience has,

And

2, Creating a good product for that audience.

And that's right... to a point.

What's often missing though is the argument for why.

• Why is your product or offer superior to the competition?

• Why is your method different?

• Why should I believe you?

• Why do you do what you do?

Imagine The Sales Process As A Legal Trial

If you were a trial lawyer and you were trying to get a criminal convicted, you wouldn't just rock up to the jury and say 'yeah, you should totally send this person down... guilty as a puppy sitting next to a pile of 💩 😆'.

No, you'd need to build your case, give evidence (and usually lots of it) as to why the jury should believe that this person actually did the thing they're accused of.

THEN, only once you'd presented all of your evidence and made an air tight case... then you go in for the guilty verdict.

The sales process has to be handled in much the same way. Instead of us just showing up and saying 'wanna buy this?' we need to create our air tight argument for why they need it.

Then once we've got it clear talk about it at every opportunity we get, across social media, on Podcasts, in blogs... everywhere!

It needs to become your gospel for why they should become a customer and you need to have steadfast conviction in your argument.

So, How Do We Develop Our Marketing Argument?

First of all we need to look for the big domino.

Wait, what?

Yeah, imagine you have all these dominoes lined up and the first one in line is so big that if you can knock it over, it'll knock down all the dominoes waiting behind it.

Now picture that big domino as statement that you need your prospects to believe.

If you get them to believe your big domino statement, then all the other objections and doubts (the little dominoes) will just fall away.

Then, once we've knocked down that big domino, the only move that makes sense for them is to give you money to help them get the result they're after.

So, what does this look like in real world terms and how do you do it?

Step #1 - Pick An Adjective For Your Big Claim.

I know... you didn't think I knew any fancy words, did ya?

Well, what can I say... Google is awesome 😅.

Your mission here, should you choose to accept it, is to come up with an adjective that best describes the benefit that you want your customers to feel when you put forward your marketing argument.

Is your product or service:

• The easiest?

• The fastest?

• The most predictable?

• The kindest?

• The cheapest?

• The simplest?

• The best?

• The most powerful?

Pick the one that best suits the message that you're trying to convey and what you stand for with your product offering.

Step #2 - Create Your Argument Statement Or Thesis.

For example, when promoting the Ready Made Marketer system I'd say: 'The easiest way to automate your business and leverage your time to work less and earn more is with RMM done-for-you systems and funnels'.

So my argument is that the RMM system is the easiest way to work less and earn more because it allows people to amplify, or leverage their time using done-for-you templates and funnels.

It's nice that it's also true 😀.

So if I can get someone on board with that concept, that I can save them time and stress by essentially doing their marketing for them and giving them a 'paint-by-numbers' system to follow, then the next logical step for them is to join the Ready Made Marketer system.

Depending on your niche, you may say something like:

'Decluttering your home is the kindest thing you can do for yourself and your mental energy'

Or

'Hiring a life coach is the fastest way to remove invisible roadblocks that are keeping you from hitting your goals'

Or

'Growing a Facebook group is the most powerful way to build KLT with your audience'

You get the point, now go and create your statement for your particular business before you move onto the next step.

Step #3 - Write out why you believe this statement to be true.

Remember when you were at school and you had to write out those long boring essays?

Well guess what we're about to do 😆.

The statement that you just made about why your business is what you said it is, well that's going to be the title.

What I want you to do now is write out at least 800 words as to WHY you believe that statement to be true... and why others should believe it too.

I can't speak with any authority on your niche, but if it were me, I'd go into detail about how creating something once and being able to sell it over and over again to thousands of people automatically while being somewhere else and doing something else is the true path to financial freedom.

I'd highlight the futility of the 'close one low ticket sale at a time' model and highlight just how you'll run out of time and energy way before you could make a decent profit. It's simple mathematics.

I'd point to the 'rock star model' where they're still getting paid for things they created decades ago and how you can do the same when building digital assets.

I'd bring out case studies of people who'd earned life changing money by building funnels and systems that could be scaled to the moon without having to hire big teams of people.

I'd bring out that the RMM system removes one of the biggest obstacles that online entrepreneurs face... the tech nightmare and not knowing how to piece the marketing jigsaw together.