From Underdog To Giant Slayer

These are the stories we love. The ones that keep us on the edge of our seats. And make our hearts race.

Rocky, a small-time working-class boxer, stepped into the ring against Apollo Creed, the heavyweight champion of the world.

A scrappy American hockey team created a Miracle on Ice. Overcoming a seemingly invincible Soviet team to win Olympic gold.

And Luke, a humble farm boy from Tatooine, joined the Rebel Alliance to fight against the Galactic Empire.

The stories of underdogs. Named after the shepherd boy who defeated a giant, well-armored, seasoned warrior, with a sling and a stone.

David versus Goliath.

These stories grab us. Move us. Inspire us.

We tell our friends and family about them. This is important…I’ll explain why later.

They become part of our culture. Enjoyed from one generation to the next.

But why?

Because deep down in our entrepreneurial hearts, we see ourselves in these heroes.

Am I right?

You know what it’s like to face the challenges of starting and running your own business.

To go through the pain, the struggle, and the loneliness.

And now you face a Goliath of marketing challenges.

If you stay with me, I’ll show you how to use your own sling and stones to become a giant slayer.

But first, we need to size up the challenges of mainstream marketing before preparing you for battle.

We’ll start with the complexity.

This includes the overwhelming options available to you for marketing your business, such as:

• social media platforms – Facebook, Instagram, TikTok, etc.
• content marketing – blogging, YouTube channel, podcast, etc.
• advertising – pay-per-click on search results, banner displays, video, etc.
• email marketing – building a massive list, creating complex automation trees, sending out newsletters, etc.
• search engine optimization – staying up-to-date on the latest best practices to keep your rankings high.

This is just scratching the surface. Where do you even begin?

Next are the pitfalls of building your business using tactics and features on platforms you have no control over.

• What if the tactics taught in that expensive marketing course you bought stop working? Or don’t work at all? Thanks to all those Ferrari-driving “gurus” out there.
• What happens if any of these platforms change their algorithm or remove features you’re using?

I’ve listened to business owners tell stories of how everything was going great, until Google rolled out an update to the algorithm, and their website traffic dropped 90% overnight.

Later, I’ll talk about how this can be avoided.

And then there are your competitors. Some of which are major corporations.

• They are increasing their presence and brand awareness on more digital platforms.
• They have seemingly unlimited resources to handle their marketing
• Those resources can include an in-house marketing team, or an outsourced agency, to navigate the complexities.

How can you acquire new customers with such competition?

How can you keep the customers you already have from leaving?

When you take a step back and look at the challenges you’re up against, it’s overwhelming. I know.

There’s a feeling of anxiety creeping up. And it’s easy to get paralyzed.

I get it.

At this point, you may feel like you either have to become an expert marketer or hire a marketing agency to have a chance at surviving.

Many of you are already wearing several hats.

Carrying the burden of needing to make the right decision, and not waste any of your limited resources.

Particularly time and money.

You don’t want to become an expert marketer. And you can’t afford an agency.

All you want is to do the work you love, help people, and build a better life for your family.

Well, have hope. ‘Cause I have good news.

You already know you have to market your business to grow and be successful. Otherwise, you wouldn’t be reading this.

So that’s settled. And it’s not the good news.

The good news is you don’t have to become an expert or deal with these complex marketing challenges.

But before I start prepping you, I want to share something most people overlook about the David and Goliath story.

As David was getting ready to face Goliath, he was given some armor to wear.

Makes sense, right?

It’s the standard protection every soldier wears. It’s the “proper” way.

But it slowed David down and hindered his mobility. So he removed it.

All the things the mainstream marketers try to sell you:

• “ninja tricks”
• “funnel hacks”
• expensive fake guru courses

These are just shiny objects.

Unnecessary armor that hinders you from making real progress.

They try to make you feel like you’re missing out on “the next big thing.”

In reality, you’re only missing out on contributing to their monthly Ferrari payment.

So we’re going to strip away everything from the mainstream marketing I discussed earlier.

And do things differently than everyone else.

I’m going to equip you with your own version of a sling and stone.

We start with changing your focus.

From the broad, complex, and shallow depth.

To three narrow core fundamentals with deep depths.

These aren’t tactics that will become obsolete due to algorithm changes.

They are principles that have been around before mainstream marketing.

They are simple. And more powerful.

I call it giving your business a strong ARM:

• Audience – the people you can help.
• Relationship – the trust you build through rapport.
• Monetization – solutions your audience actually wants.

Let’s break this down.

Who are you trying to reach?

Here’s a hint. It’s not everyone.

Even if you’re a tax preparer and everyone has to file taxes. “Everyone” is still not the answer.

Remember, we don’t focus on broad and shallow, but narrow and deep.

What you’re looking for is a small Population of People (sPOP).

The tax preparer’s sPOP could be medical doctors running their own practice.

That is a real audience.

A sPOP with very specific and unique struggles that no other POP has.

An audience you truly understand. What they are going through. And their desired outcome.

Read that again. It’s important.

You will be able to communicate using their language. Their terminology.

Grabbing their attention. But you can still lose it.

That is if you do what everyone else does:

“Now that I have your attention. Buy this!”

Push, push, push to sell, sell, sell.

Later I’ll show you how you won’t have to push to sell anything.

But before you can get to that point, you must build a Relationship.

People buy from who they know, like, and trust.

And right now, you only have their attention.

It is up to you to show them why they should trust you.

Instead of pushing them to buy, you pull their attention toward the solutions they need.

These solutions are not products and services to buy. Not yet.

Rather, they are results in advance. Before any transaction process occurs.

And they don’t have to be anything elaborate.

It can simply be an insight, an “ah-ha” moment, that changes their perspective.

Or advice they can implement to see tangible results.

The goal is to leave them in a better position than they were before they found you.

The results will vary depending on your sPOP and their problems.

But at this point, they’ll start to see a distinction between you and your competition.

You’re sticking out above the mainstream marketing noise.

They are listening.

You’ve earned their trust.

And now they see you as a trusted advisor.

The one they go to when they have a problem in your area of expertise.

That’s a relationship more powerful than the likes, subscribers, and followers mainstream marketing tells you to chase after.

So now it’s time to sell, right?

Well…not quite.

Let’s take a look at Monetization.

Remember, you want to stay away from the push selling everyone else does.

In fact, I suggest you stay away from selling. Period.

I know. I hear you:

“But if I don’t sell, I don’t make money, and I don’t have a business.”

I get it, but hear me out.

You may need to read this next part a couple of times. It’s profound.

How about instead of selling, you offer to help?

Do you feel that?

It’s the feeling of no longer having to carry the burden that comes along with trying to sell.

The burden of being viewed as the sleazy used car salesman.

As someone who tries to get the prospect to buy something they don’t want and don’t need.

It’s the feeling of realizing you’re viewed as a trusted advisor offering to help.

And who doesn’t want help?

Help is not adversarial or sleazy. It is effortless.

You’ve already proven you can help by giving them results during the relationship building.

Now you simply offer your solution for a price.

And when you really get good at building a relationship with your sPOP, they will even request for you to create products or services you don’t already offer.

They will tell you exactly what they want to buy from you!

You only need to listen to your audience. And monetization will naturally flow from it.

That’s it.

That’s how you build a strong business ARM.

Pretty simple, right? But not easy.

And like a muscle, it’s not going to build up overnight.

It’ll take hard work, trial and error, and patience.

But the feelings of overwhelm and anxiety, about where to begin, what to do, and the pitfalls of mainstream marketing are replaced by a sense of defined clarity.

Focusing on steady progress building your business ARM.

You no longer have to worry about algorithm and platform changes.

They have little to no effect on your business. Because your audience and relationships are built on platforms you own. Which can’t disappear overnight.

Everything you do in marketing will be filtered through the lens of improving an aspect of ARM. The rest becomes irrelevant.

That includes the competition. They won’t be able to do what you do.

Even with all their resources. If they try to copy you, they will still fail.

Your business will attract more of the types of customers you enjoy working with.

Your leads will be easier to convert into customers and convert at a higher rate than they did before.

Those customers will continue to come back. Making them happy customers.

And happy customers become diehard fans who do marketing for you. Telling their friends and family about you. The same way you tell others about the movie that moved you.

You’ll have a truly sustainable marketing machine.

If you’ve made it this far, I hope it’s because I gave you some valuable insights.

Shifting your perspective about marketing from a giant obstructing your success. To a giant you can slay.

And while these core fundamentals are simple, as I mentioned earlier, they have deep depths.

So, if what I talked about resonates with you, then I invite you to become a Giant Slayer.

It’s 100% free. No charge. Ever.

We’ll be able to dive deeper into ways you can improve your audience, relationship, and monetization.

Taking strategies that seem complex and making them simple to understand and implement.

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