Most business owners know a good marketing campaign is key to success, but what actually goes into a winning campaign?
Ron Reich helps business owners scale from six to seven figures. He's narrowed down the essentials of an effective marketing campaign to four elements that together will deliver the results you're looking for.
In the podcast:
00:59 – Two forces collide. James and Ron go back some ways.
02:51 – Expect in this episode… A topic Ron is well-qualified to talk about.
05:18 – The all-encompassing concept of your campaign. What is the central idea of this thing you’re launching?
06:36 – Some examples of great ideas. Here’s what great minds have come up with.
09:25 – Can anyone come up with a big idea? What about us mere mortals?
12:40 – Personality can make up for a lot. The expert behind the concept does some heavy lifting.
15:36 – How do you do what you do? Identify your proprietary system.
20:12 – Nail the emotion for your target market. People buy with their feelings. What does your marketing evoke?
23:56 – When people want the shortcut. Sometimes it takes more than one funnel.
26:51 – Even the best marketers have their flops. Success is not a 100 percent guarantee.
James has known his latest guest since way back when James was coaching Ryan Levesque. Ron Reich was then a sub coach for Ryan, before he became Ryan’s marketing director. From the conversations they had, James was impressed, in awe even, of Ron’s marketing chops.
Fast forward to today – Ron has worked with people like Ryan, Todd Herman, Salena Soo, and other experts behind the scenes, scaling their businesses. And Ron’s successes, says James, well qualify him to tackle their topic today: the four elements of a winning marketing campaign.
Just before that, he drops a link to Ron’s website, ronreich.com. Ron delivers high level business coaching. If you’re an expert looking to scale your business, he’s the man.
The all-encompassing concept of your campaign
Ron recommends you think of the four elements as levers on a mixing board. The ideal is to have all four levers at level 10. That said, you can be good on one element, and not so good on another, and still have a winning campaign. They’re like ingredients, he says, that all enhance the same recipe.
The first element is the idea. People might call it the big idea, or the all-encompassing idea of your marketing campaign. This is in the context of a specific marketing campaign, like a specific ad campaign, or a specific launch, or even a specific email sequence. What is the overarching concept? Note, Ron says, it is not a tagline or an angle.
Some examples of great ideas
An example of a great idea, says Ron, would be James’s own Work Less, Make More. The idea is counterintuitive. People have to think about it – is it possible? Then, reading James’s stuff, they see it is possible. And that one thing makes him stand out.
Another, probably more famous idea in the internet marketing space is that of Russell Brunson: you’re just one funnel away from financial independence. It’s great because it implies a lot. It makes people think, for example, that making a lot of money is easy.
One more idea comes from a previous guest of this podcast, Todd Herman. Todd created the 90-day year – the idea that you can do a year’s worth of work in 90 days.
Having an overarching idea can really make your brand or specific campaign sing. It’s not easy to come up with, but if you can nail it, it can be groundbreaking.
Can anyone come up with a big idea?
Can anyone formulate a great idea, asks James, or do you need to be blessed with special genes?
Of course, says Ron, anyone can come up with a big idea. And there are formulas you can use that he can provide. But having a great idea, he says, is like having a great offer. You know you have a great offer when you have a great offer. And the way you know you have a great big idea or a great idea is when you have a great idea.
The way you really come up with it, he says, is by testing things on your audience, putting messages out there and seeing what lands. And before you do that, hypothesize some ideas, maybe brainstorm with mastermind partners. Ron has actually done a two-day seminar, which is just about helping people come up with big ideas.
And sometimes things land, sometimes they don’t. To answer James’s question, it’s about doing the work, and about testing things out. And then, hopefully, you’ll land on something. But the good news is, it’s good to have a great idea, but not essential just to have a winning marketing campaign.
That’s a relief, says James. He publishes new training every single month, and over seven years has gotten to see which ones got the most views or reactions. And when he asks people why they’re in his membership or what they know him for, they tend to mention the same things, like OwnTheRacecourse.
Personality can make up for a lot
Element two is the expert. Ron mostly works with personal brands, experts, coaches and the like. And he looks at, who is the personality that is the brand? Because that can make up for a lot.
“The more authority you have, the better off you’re going to be.”
Dan Kennedy talks about how money leads to status. And really, the more you can make yourself a celebrity, the better off you’re going to be. The more authority you have, the better. And these days, says Ron, there’s so many different channels out there, it’s easier than ever to become what he calls a micro celebrity to a very specific target audience.
And, he says, if you have enough celebrity and authority with your audience, you can get by with C-level marketing. You can definitely get by with B-level marketing.
I’m proof of that, says James. He thinks it may be time to turn up the personal authority on his branding. And Ron is running ronreich.com, so he’s already recognized the power of the personal brand. People know his clients because they have personal celebrity in the market.
If Fast and Furious 37 were to come out, James is pretty sure people would watch it.
Exactly, says Ron. And the thing that’s really exciting is that it’s easier than ever to become a celebrity to your target audience, to a small audience. To become well-known to 1000, a few thousand people, even 10,000 people in this day and age, is not that difficult.
And if you’re selling high-end offers, you need only 50 to 100 people who see you as a rockstar – that can be a multiple six-figure, even seven-figure business.
How do you do what you do?
What’s element number three? That, says Ron is the instrument. It is what copywriters, marketers, would call your unique mechanism, your proprietary mechanism. This comes from Eugene Schwartz, the idea that as markets get more and more sophisticated, it’s not so much about what you’re promising, it’s more about how you do what you do.
“It’s not so much about what you’re promising, it’s more about how you do what you do.”
For example, in the business coaching space, there are three things people generally want. They want more money, they want more freedom, and they want more impact. And depending on who you’re talking to, they might weigh those things differently.
Every business coach is selling some version of that. So these days, it’s not enough to show people how to make $100,000 a month. It’s got to be, I’m going to show you how to make $100,000 a month through Facebook ads, or through membership sites.
With James, membership sites and recurring revenue are a big part of his mechanism. A lot of times, he makes the case that, I’m going to show you how to work less, make more through membership sites.
Ryan Levesque is out to show people how to make a lot of money, how to have freedom, through surveys and quizzes, through the Ask method.
Things will be easier for you, says Ron, if you have a more specific mechanism of how you do what you do. And there’s two versions of that. One he calls the general path. That might be, I’m going to show you how to make money through surveys and quizzes, or, I’m going to show you how to make money through membership sites. Then you have your specific tool, your specific proprietary system.
Ryan Levesque generally has his surveys and quizzes. Specifically, he has the Ask method, which is a unique tool, and sets him apart from other people teaching surveys and quizzes. This is especially important the more competitive your market is.
And Ron? James notices he talks about A players. Is that his instrument?
Ron has a few instruments, but one of those he talks a lot about is helping people get from six to seven figures. And to do that, he has his GPS, or Genius Profit System. This he found by reverse-engineering his businesses and those of people he’s worked with, and looking at people at large who’ve scaled the fastest.
Doing that, he identified three engines in play.
First, the high-ticket engine, which is having high-ticket offers as well as building out your back end, which obviously, he says, James knows about better than anyone.
Then there’s the launch engine, which is having promotions on a regular basis.
Third is the evergreen engine, which is having evergreen marketing systems of getting leads and customers on a regular basis. This doesn’t necessarily mean an evergreen funnel, it could actually be organic marketing.
Nail the emotion for your target market
Element number four is the emotion. Ron wouldn’t call it a hack, but it might be, because if you look at the best marketers and copywriters, you’ll find oftentimes that they’re not technically better at wordsmithing than those a level below. What they are better at is going deeper with feelings – really, really nailing the emotion and getting into the minds of their target market.
The more you know your target market, the better off you’re going to be. And most people, says Ron, just don’t go deep enough. It’s not about the surface level, obviously. And it’s not even talking about their pain, what’s keeping them up at night. You also want to consider, how is that really keeping them stuck? Or thinking about the cause.
It’s not so much about, they want freedom, they want to make more money, but why do they want it? What really is that going to get them? What are their internal drivers? And when you connect that with your brand, and all the other things Ron has been talking about, that can have exponential power.
James does a great job, says Ron, with Work Less, Make More. It’s about freedom, of course, having more time, but when he talks about how he spend his time surfing, he really paints the picture of, what is that free time going to do for you?
And then James has this approach Ron really resonates with, this no-BS way of letting people create their own reality and not be so influenced by other people.
Less compromise, says James.
Yeah, says Ron. It’s really about living the life that you want to live and creating your own life without compromise. And of course, the way you do that is through business. And there’s something deeper there, he says, something really personal.
May people are just scared, says James. He thinks most people are just fitting into society and not realizing they have a choice. So it’s choosing freedom and taking that path less traveled. It’s so rewarding. And yes, he does live it.
People who are tuned in can hear that, says Ron. And it’s not coming from a place of, let’s go to the beach and drink martinis and drive around in our Ferraris. It really is about living without compromise and experiencing all that life has to offer and not be grinding out in the office.
When people want the shortcut>
Other examples, Ron says, like, you’re just one funnel away from financial freedom, seem to offer too much of a shortcut.
Instant riches, says James. He wishes it was as simple as being one funnel away. He works closely with John Lint from 10XPRO, and the software they use makes funnel, or campaigns, in a click. Technically, it’s easy to put the pages up. It’s much harder to make them do their thing. James has been there, building something online and then sitting back, waiting to get rich. It didn’t happen.
“The words on the page really make a huge difference.”
If you can have an idea that sweeps people away, some credibility and trust, and a unique instrument that delivers magic, you’re much more likely to see results. And of course, the right words on the page really make a huge difference, says James. As a copywriter, Ron knows that.
Even the best marketers have their flops
James has tremendous respect for what Ron does, getting at the offer that converts. It’s not a technical paint-by-number process, there is some magic involved. And you need to think, and go deeper, and take on responsibility to solve problems. Some people just want to market a product they’re in love with, and want to fit it to an audience.
Absolutely, says Ron. You’ve got to sell people what they want to buy. The good news and bad news is that the market does have all the answers. So sometimes you can put something out to the market, and people might not respond. He thinks it was Dan Kennedy who said even the smartest marketers are wrong 50 percent of the time.
“You’ve got to sell people what they want to buy.”
Evaldo, in his 16-Word Sales Letter book, says James, must have said something like 20 percent of his offers flop. So if even the best and the brightest can’t nail it 100 percent, why would a hobbyist expect to crack it out of the box with no effort?
A lot of people will get a course, says Ron, but the vast majority of them won’t act on those courses. Of the percentage that do take action, five to 10 percent won’t always get results, but that’s not their fault.
Speaking as a copywriter, Ron says, you might do exactly as you’re told and still not hit a home run. But if you keep at it, use the frameworks given here, test different offers, angles, ideas when something doesn’t work, you’ll eventually see results. And once you’ve got that winning offer, getting to half a million dollars a year, getting to your first $100,000 a year, getting to even a million dollars plus, is not super complicated. Figure out what works, do more of that, optimize what’s working, and you’re on your way.
In summary, the four elements of a winning marketing campaign are: idea, expert, instrument, emotion. If you want to catch up with Ron, head over to ronreich.com. And if you’ve got a question you want him to answer, reply to any of James’s emails so he can grill Ron on a future episode.
Liked the show? Enjoy all the episodes when you subscribe on iTunes