Short- But Not Tiny

Please enjoy- or excuse- this week’s newsletter.

I spend 2-3 hours each week crafting these for you.

And this week, well..

I’ve had a lot of cough syrup 🥴

Last week I dove deep into SEO.

And found new exciting insights into short-form content I’m dying to share with you.

Plus, I have a cool idea if you’re looking to crush your end of year revenue targets.

Let’s dive in.

Short Form Content: Tiny But Mighty

Who doesn’t want more leads, for free, from LinkedIn, Instagram, and so on?

It used to be so simple to make sales by:

• Leaving your calendly link in your LinkedIn bio.

• Posting in facebook groups to snag high-ticket clients.

• Leveraging keyword shoutouts on Instagram for massive sales.

Now, in the B2C marketing, you can still do these things.

The problem isn’t with sales- it’s with attention.

I have a note below for B2B’ers below too

You just have to understand content shifted.

It’s what separates Justin Welsch’s $4.8M 1-man empire from the masses of aspiring youtubers, tiktokers, instagrammers, X-users that hope to get clients and sales.

It’s About Building Your Ecosystem

Sell B2B? You’re still selling human to human.

The points above apply BUT you’ll have a small TAM (total addressable market). That’s why I prefer more of a sniper approach. Educational blogs/videos, cold email, and other high-intention, high-touch, based marketing.

Otherwise, no one cares about the content you post… you fight for attention against the competition AND the algorithm. Meaning it takes months to even break through to see some traction.

Or worse, you get claps and no leads/sales.

Because it’s not as simple as sharing your insights and winning.

The current system is what I cover in my new Art Of Content Implementation group (launching in January).

So far, using this system, we have:

• With 6 pieces of content, a rapidly growing audience for a Financial Advisor. By this weekend we’re starting the sales process to sell his $5,000 group coaching offer.

• Doubled Jason Capital’s social media views to sell out his new Inner Circle Offer.

• I’m testing this out myself! But got sick and need to launch next week when I can breath/speak properly =/

The cool part is you escape posting content every single day- if you like- because you can set up just 6 videos on Instagram and milk those for months.

It’s all thanks to the ARM Content Model:

• 2 posts focus on Acquiring new eyeballs.

• 2 posts focus on retaining (or engaging) old eyeballs.

• 2 posts serve as calls to action to monetize those eyeballs.

I don’t want to overwhelm you with the full system! I’ll be leaking bits out as we get closer to launch.

For now, categorize your content into those 3 buckets.

Do you have all 3?

Are you missing some?

Are you keeping each post focused?

What Are You Doing For Black Friday?

Here’s the good news- your audience is about to spend a lot of money.

The bad news?

Everyone wants it.

Large businesses need to use the rest of their marketing budget(s).

Consumers are looking for gifts, discounts, and deals to spend bonuses on.

Or to just treat themselves!

So how do you stand out?

Here’s 3 Black Friday Tips You Need To Know

1. Sell before Black Friday. Is it cheating? Maybe. But if you know everyone else is waiting for Black Friday/Cyber Monday to push deals.. why not share yours first?
   

2. Don’t Discount- Add Bonuses. Most look at their marketing budget and think “this is what I’m able to spend on getting new customers”. Savvy, well-dressed, great smelling marketers like yourself, thing, “how can I use this budget to get the most customers no matter what?”

Nathan’s Hot Dogs- in Coney Island- did this splendidly.

Everyone else sold hot dogs for 10 cents.

He sold his for 5 cents.

He also gave free wieners to doctors- in lab coats.

What can you add to your offer that blows your competition out of the water AND keeps your prices high?

3. Share A Story. Don’t just shove an offer in front of people. Share a compelling reason why.

• Maybe you’re having a contest with someone on your team.

• Maybe you’re celebrating and passing on extra bonuses to customers that buy before the year ends.

• Maybe you’re pre-selling something for January.

The choices are limitless!

I’m putting together a handful of coaching, agency, and consulting businesses to do their whole Black Friday promotions with you.

We’re talking:

• 7+ emails

• A week of social media posts

• Dialing up your offer + bonuses (without needing to build anything new)

• All done in 2 hours live

• Plus unlimited support, edits, and feedback. I’ll even take over and write a bunch of it for you.

I can only have 8 people max for this type of experience, so if you’re looking to join us, or just get more details, shoot me a reply back here.

I’ll ask a few questions to make sure we can knock this out of the park together.

That’s all I have for you this week!

I’m off to eat some bean soup 😅

- Zack 🖊️