You can't fail at marketing

The speaker discusses the mindset behind marketing and emphasizes the importance of creativity and perseverance. They explain that there are numerous possibilities when it comes to creating advertisements, including different images, text structures, and colors. They emphasize the need to constantly test and experiment with different creatives to find what works best. The speaker suggests starting at a macro level by testing landing pages and then moving on to angles and specific elements like images, headlines, and text. They stress the importance of split testing and making sure that only one item is changed at a time to accurately determine what is effective. The speaker concludes by encouraging a positive outlook and a commitment to ongoing testing and compliance to succeed in marketing. Hello everyone, good morning, happy Tuesday. And if you're in October and in Canada, it's getting cold. So if you're anywhere but not in Canada, I walked outside this morning and it was no fun to say the least. Okay, so today what I want to talk about guys is marketing, a little bit of mindset behind marketing. Pretty much where I'm going to title this video, I believe is you can't fail in marketing. And this is going to be applicable to any industries including insurance, everything that I say has insurance in mind. But I just want to talk about the mindset behind advertising. Okay. So what I mean by you can't fail in marketing, what I mean is that marketing in my beliefs is a mix of creativity and the will to push through. Okay. Because I've had other marketers that I would interact with and they had all the tools from video editing to image design and image editing and creative, like a creative team that would work on their images and videos. And what they would do is they would go ahead and create, let's say one good image and they would post it and hope that it would do well because they came in and said, okay, well, this is probably my best shot at attempting this. And they would put it out there and hope that it would do well. Right. And what people realize is that when it comes to the creative, which is the image and the combination of text, there's so many different, I want to say stuff, but what I mean by stuff that you can do is different angles that you can take different images within the different image concept. You can have different colors, your ad copy can have different structure because there's different ways to organize that copy. So as long as you have a creative mindset and a will to push through, you will succeed in marketing. No, a hundred percent. Okay. You know, I tell people split test, split test, split test. Okay. Even if you find a combination of text and images that work well, always have another campaign that you're split testing. Okay. And so that's from all the media buying courses that I take, they always preach that although you have something that's working well, it may not work well in two to three months from now. Right. So we always want to have a shuffle of new creatives and new text ideas, angles, structure to preload so that whenever our ads do exhaust or our metrics starts inflating a little bit to where it's cutting into our margins, well, you want to be able to come in and recycle or reinforce your ads with new concepts. Okay. So literally, I mean, if we walk into a marketing campaign, the first thing I'm going to do is I'm going to have three to four different, let's say I'm doing a video on an ad. The first thing I'm going to do is have three to four different scripts. I'm going to have the person read the script in three to four different ways. Okay. Just reading the script a different way can result in much better results just by their tone of voice or the way they structure their words. Okay. Their tonality is very important in videos. And so what I'll do is I'll have about, you know, between five to ten videos, you know, three to four different scripts, different background settings, you know, vertical, horizontal. We'll have picture ads as well with different color frames with different angles. So, so the key here is that we have, you know, 15 to 20 creatives that we can all test against each other. Okay. And what we can do is we can put them in different campaigns and all campaigns would have about three different creatives. So let's say five different campaigns, three different creatives, that's a total of 15 creatives. Well, what now we're doing is we're testing our creatives against three, right? So five campaigns, three creatives, the three creatives fight for each other. We get a determined out of three, the batch of three, which creative is best. And now you can now take what the best of the three, place it against the other five. Okay. So find out of the other campaigns, which of the three are the best and then put them against each other. Okay. And what you'll find, you'll come to a conclusion of what angle, what video, okay, depending on what you're testing. And that, you know, at one point if you know, okay, well, this angle is better. Well then now you can double down on that specific angle. Okay. And you can make a bunch of different videos, a bunch of different images, a bunch of different ad copies on that specific angle, because you know, that works best. Right. So I usually like to go at a macro level. So I go, I'll test macro items. And what I mean by macro items is I'll usually try to test landing pages. You know, so let's say I'll have two to three different videos on my landing pages. I'll know, you know, which one gets, you know, which one has the higher opt-in rates that way I'll know, okay, well this video is better performing than the other videos. I'm assuming that everything else is the same. Okay. So that's another thing too, if you're split testing guys, make sure that when you're split testing, all other factors are the same. Okay. So I mentioned the first micro level I would change would be, let's say the landing page. Well, if I'm testing three different videos, I can't have three different videos on different landing pages because then if one is better than the other, I want to be able to tell that it's the video, that if it's different, the layout is different than I can attribute the success to that specific video. Okay. So going back to what I was saying is if I can approach at a macro level, this is what usually I like to do is we'll do the landing page, whether it's the video that we test or the layout, the same video, okay. Depending on what you're most confident to start with. And then once you have a landing page that has a higher percentage of opt-in, you'll use that and then you'll go to the next step, which would be testing your angles, right? Which angle do you want to approach your ad? And what I mean by angle is, you know, who are we addressing our audience to? Right? Like in what ways are we coming at them to display our message, to persuade them? Okay. So that's, that's the biggest thing. When I say angle is in what ways are we trying to persuade them in the advertisement? Okay. Once I figure it out, okay, well, based on five different angles that I've tested, this angle works the best based on a certain amount of ad spend, right? And that's up to you. Okay. So some people will test it for longer and some people will tend to make decisions quicker. I like to hold off when I make decisions, certainly on big aspects like angle. If it's clicks, then I don't have to put as much ad spend because if you put $30, you'll get 10 clicks. But the angle, there's a lot more to test than just simply the click of the front end, right? So first thing, just to come back here, first thing is macro, usually the landing page. After that, it's the angle of the ad, which way are we trying to persuade them and then the set. And then the third thing, then we go into micro level items, right? The image, the ad copy, the headline, because if I know which angle works best, then I can focus on image, headline, and text according to that specific angle that I found works the best. Okay. Because if I were to work the other way around, well, I don't even know if the whole, if I do, you know, if I test my headlines and my text before I even know which angle or which way to persuade them, or I'm kind of working against myself. Okay. So that's what I like to do based on my experience of running ads for people and teaching. Okay. So seeing it not only for myself, but from others that I've personally thought. Okay. So just to recap this video, okay. Split test, split test, split test. If you're split testing, make sure that if you're going to put items against each other, make sure that you're only changing one specific item, whether it's your angle, whether it's your, you know, your ad, so your image, text, headline, or your landing page, make sure that whatever item that you're trying to test is, there's only one of them, because then you can't, if you change the videos and the colors of your landing page, as well as the structure, well, if one landing page performs better than the other, you don't know for what reasons that was, right. So, so always split test. When you split test, make sure that it's one item against the other, and that's, you know, have multiple items at play. And when you are split testing, make sure to go from macro to micro, so that you can work in the same direction, rather than working against yourself. Okay. And so for these reasons, guys, if you have, you know, a positive outlook on your advertisements, okay, you're confident in what you're doing, you're going to be able to, to make it in this business, certainly with marketing, okay. You will never fail if you have a positive outlook on your ads. And if you can come at it and say, hey, I'm going to do 20 different variations in here, and I'm going to test them for the next three months, you will hit something that works. Okay. And if you find something that works, don't stop there, keep it going. It's not hard. The extra hour a week that you're going to take to make new videos or to make new images is worth it. Okay. But when you do that, make sure that you're staying compliant. Okay. That was another big thing too, is compliance. So if you're going to test, which I recommend you to do, make sure that you stay compliant. And that's going to be another video on, or another podcast on advertising compliance. It's different for different platforms. So we'll get into it in this video. But I'll say that if you keep pushing, you will not fail in marketing. All right. So be creative, be positive, and don't give up and you'll do well. Anyway, thank you for joining me on this episode. I'll catch you in the next one. Bye. Transcribed by https://otter.ai