16 Mar March 18, 2019 – Copywriting Hero Lukas Resheske, Inventor Guide Alan Beckley and Transparency Trend Lisa Leake
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I look outward. I listen. I am going to talk to people who are in the market.
They are going to tell me why they have or haven’t done something.
Lukas Resheske is a copywriter in Los Angeles, California. He built his first 7-figure business by age 27 and has hundreds of clients and students in over 20 countries. In 2015, he founded a copywriting education program that teaches fundamental and advanced techniques to aspiring copywriters and small business owners. It currently has over 100 graduates and alumni at top publishers like Agora Financial and Mindvalley. Lukas’ copy has produced more than $100 Million in revenue for all his clients combined.
One day in the shower I recognized the problem and the solution!
The shower is where all great ideas come to inventors!
Alan Beckley invented the thin, flexible RFID protecting Wonder Wallet, that is a DRTV sensation selling in retail stores in the US and Canada. It took 13 years for Alan Beckley to successfully commercialize his first invention, but now knows how to commercialize inventions much faster now – typically in 1 to 3 years. It is not magic, it is about resources, knowing what you want, and having a clear strategy to get there. Alan provides information tools and resources to help inventors – tools Alan wished existed when he began his journey.
Lisa Leake is a wife, mother, foodie, and author of the #1 New York Times Best Seller, 100 Days of Real Food. She began chronicling her family’s journey on 100DaysofRealFood.com when in 2010 they decided to start seeking out the real food in our processed food world. What started as a simple pledge has turned into a valuable and practical resource that’s now read by millions around the globe. Lisa has appeared on Dr. Oz, Good Morning America, CNN, and The Doctors TV Show. She is with us today to talk about the transparency trend in food and beverage.
Highlights from Lukas’ Interview
A lot of business owners believe what they do is indifferent. They think, “I’m just plumber or dentist number seven in my town,” but the truth is they know what’s different about them versus their competitors.
They can look around and see Jerry’s plumbing doesn’t show up on time. They’ve heard people complain, and they’ve been there to fix Jerry’s plumbing pipes.
A lot of their experience as a business owner means they can see the differentiation between them and their competitors right away. But when it comes to marketing, something switches. They’re like, “Oh, I can’t talk about that,” or “I can’t use that,” or “I can’t differentiate that way.” It has to be some other way or has to fit this template or that model.
A lot of people get in their own way when it comes to marketing, because it sounds scary. But a lot of the basics are already there for most people.
Is their start up brand new, have they never even started their business yet or are they down the road a little bit?
I think the curse of the new entrepreneur is to not have clarity and not know what you’re doing or what you’re all about. You just know you want to do something, and where you’re currently at kind of sucks, and that’s about it.
I don’t know if that’s going to work. With different target markets, maybe… Although you could specialize in veneers or something like that.
For me, the first place I go isn’t internal. I’m not looking inside to see how what I do is different. I look outward; I listen. I’m going to go talk to people who are in the market for dentist work.
Whether it’s they need big work like veneers or fillings or crowns. Or maybe it’s the little stuff, like they haven’t gone in for a checkup in four years. Why haven’t they done it?
I want to listen because they’re going to tell me exactly why or why they haven’t done something. Listening is probably more than the other two dentists in town have done, and it’s going to give you a lot of stuff.
There might be another reason. How many other dentists are within two miles is an important piece of information. If you’re the only dentist within two miles and they have to come to you, that’s a different marketing conversation than if you are one of three, and they chose you for some reason. Then if you go to 2.5 or 3, how many more dentists are there, and how can you start to get that market share?
There’s a lot of different conversations to have that come from listening and getting that data. It’s not a binary thing, I think about it In layers.
When I train my writers I have a whole process called the levels of awareness of your marketplace and it essentially goes from your existing customer telling you something–that is your level one aware–they’re very aware of you, and it goes all the way out to level five, where they’ve never heard of you and they’ve never considered dentist work before. And lots of people are in between, with some level of awareness of you. A marketer or copywriter’s job, or your job as a small business owner, is to find those pockets and communicate with them in the way they need.
So the first four who say, “I heard about you from a referral,” your next question needs to be, “Who referred you?” Was it an existing client or an ad that in a newspaper or whatever. Those first four have a key to why the referral system in your business is working or not working.
The second ones are the locals, the people who were there and you said, “Where do you live? What’s your neighborhood? What do I know about you? Is this an affluent neighborhood? Is it not an affluent neighborhood?” That information is valuable for reaching out to that specific area, and maybe doing a quick event there. Different marketing ideas come from the information you’re getting. I know it was tongue in cheek for you, but even if four people come in and say, I came to you because you are the cutest dentist, then that means that you need to get your face on all of your advertising. Because if that’s truly a decision making factor for your audience, that is really valuable information.
Once you listen, the next step is to observe and analyze. I threw out a bunch of different ideas like, “Hey, you could do this, you could do that.” That’s the fun part of marketing. That’s all the ideation and creative part that comes from the initial analysis of the data like, you’re cute or you’re within two miles.
That’s important information and the context around it really matters. First, you listen, you write everything down, even if it sounds stupid. And then once you’ve got it all down, you start to look for the patterns, you start to look for the different pieces that could be relevant or might not be relevant at all.
In our dentist example, the guy’s got a dental degree and a practice and he’s pushing for that, he’s already fairly well established. If you’re an entrepreneur who’s just in that startup, it can be hard to narrow down who you want to talk to first or who you want to listen to first, so the first step there is you need to go really broad before you go deep.
You need to listen to 35-year-old Sally talk about her four-year-old and listen to her problems and see if that’s something that your business can help solve even if you’re an accountant.
Then you listen to different types of people, and you figure out where the biggest service you can offer is. Then you start to analyze. Maybe 35-year-old Sally with a four-year-old who lives in this zip code only makes this much and doesn’t need me, but Sally with her four-year-old in another zip code definitely needs me, because she’s got all this stuff going on. That level of analysis comes from looking at what you’ve got. And if you don’t feel like a statistician or mathematician, that’s fine. You just have to listen first, capture everything you can, and then start to look at it and look for patterns. Every human is really good at patterns.
You don’t sound sold.
One of the biggest mistakes is writing too soon, and thinking you know what to say before you’ve listened. That’s why most ads don’t work. I think it comes from wanting to see something tangible our effort. I don’t blame anyone for it.
But think about it. Some random person comes up to you and just starts talking at you. Unless they say the exact right thing, you’re going to blow them off or you’re going to call the cops. That’s how it is with ads. If you’re wrong on how you’re saying something, then they’re just not going to pay attention or they’re going to dislike you. It’s really important, but people obsess over it too early.
I think testing is relevant when you have a significant amount of data. If you’re an online entrepreneur, I’m talking thousands of clicks. If you are a local entrepreneur, I’m talking dozens of people walking into your store or a couple dozen client’s data, because until you have a base of data, it’s called the control, you don’t even know how to test against other things.
The only caveat to that is if everything you’re testing is zero. If you’re putting something out and it gets nothing at all and then you wait six months to try something else, but that’s called the shotgun approach. You want to put out as much as possible but you’re not really looking to AV test things. You’re just looking for whatever hits, and then you double down on that.
Just from experience working with clients, especially in a startup phase, where the difficulty of tracking and testing is usually overwhelming, oftentimes they use too small of data sets to make an actual number. And once you start testing, you completely split your budget, at least by 50/50. But if you’re trying multiple things at once, it’s 33/33/33 or 20/20/20/20/20. You’re diluting your budget on a small test that is not giving you the results to really see if those tests are working. And if you’re trying to AV split on one ad, then you haven’t even verified that the concept works. Does that make sense?
I think testing is incredibly important. Once you start to scale up and you’ve got traffic, it’s really good at finding patterns.
Yeah. So I you can find me at my name, LucasResheske.com. And that has a lot of resources on there, including the entire first version of my mentorship program for free. No opt in, you can just go look at it and you can go learn from it. It’s dozens of hours of content. I feel like it’s really valuable.
If you want, you can sign up to my newsletter on that website. And I also post a lot of content on Facebook, you can find me on the same name Lucas Resheske just got to Google that in there. I spell Lucas differently, Resheske’s kind of unique. So you shouldn’t have too much trouble finding me.
But if you do, just go to my website, send me an email, and we’ll connect it.