A lot of people message me “How can I learn digital marketing“. Till now I found the question very weird because marketing is not physics, you can’t simply learn it from scratch just like that, because there are no set theories!
But oh boy, my latest read: DotCom secrets by Russel Branson proved me wrong. The book can be considered the go-to book to learn digital marketing from scratch. And here are some pointers I learned or got re-affirmed after reading the book:
If you are thinking that it’s all about the landing page, ad copy or remarketing - you are wrong. You might be missing one of the biggest factors for building trust, which is how your audience is feeling even before clicking on your link or reaching your website. Think about it like this: If you are introduced to a CEO by another CEO who could be your client, how easier it would be for you to convince the new CEO to work with you rather than pitching from scratch; that’s because you got a really good pre-frame from your previous client.
I was making this mistake and still making it to some extent. Once you get a client, you earn their trust. Don’t sit there and just keep on serving what you signed up for. They are the best customers for you to sell more! Once someone becomes your customer, they will be the easiest bunch to sell another product of yours (Given that your product kept its selling promise)
You or your product needs to have a story around it. People should be able to relate to the pain point you or your product is going to solve. Talk consistently about how you figured out the problem, what all challenges did you face personally while tackling the problem, humanising the story to the maximum and making the solution the “hero” of the story. If you tell a story that captures the emotion of the listeners, that’s the best pitch you can do. (In the book he showcases a bunch of ways to construct the story - how to start it, how to get the audience hooked, how to end with an offer etc..)
Every product needs to have a squeeze page - it’s a page where the user can do nothing but give information or take a particular action. It could be a page where you just ask for their email. The less distracted they are, the more chances of them ending up giving the information you need.
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