Core Four Advertising Techniques Lecture

Jul 21, 2024

Lecture Notes: The Core Four Advertising Techniques

Introduction

  • Presenter excited to share concepts from a recent book.
  • Focus on a major breakthrough called "The Core Four".
  • There are only four ways to inform others about anything.
  • Based on two audience types and two communication types, leading to a 2x2 matrix.

Audience Types

Warm Audiences

  • People who know you: friends, family, followers, current/past customers.
  • Requirements: They need to know you; unidirectional knowledge is sufficient (they know you, not necessarily you knowing them).
  • Easy initial audiences are people you also know.

Cold Audiences

  • Strangers, people not giving permission for direct contact.
  • Access through third-party platforms (e.g., through Facebook advertising).
  • If engagement happens, they become warm leads over time.

Communication Types

One-to-One (Private Communication)

  • Outbound: Initial contact is private; voicemail, email, text messages.
  • Automation can blur the lines but is still outbound.

One-to-Many (Public Communication)

  • Inbound: Initial contact is public; billboards, podcasts, social media posts, ads.
  • Even automated email blasts are considered outbound.

The Core Four Techniques

  1. Warm Outreach: One-to-one communication with people who know you.
  2. Cold Outreach: One-to-one communication with strangers.
  3. Content Posting: One-to-many communication with people who know you.
  4. Paid Ads: One-to-many communication with strangers.
  • Only four methods available for single-person advertising.

Warm Outreach in Detail

Personal Story

  • Presenter originally planned to go to business school but decided to start a business instead.
  • Highlighted the decision-making process and initial steps to start a fitness business.

Steps for Warm Outreach

  1. Create a List: Use all contact sources, including phone, social media, emails.
  2. Pick a Platform: Use the platform where you have the most contacts.
  3. Personalize the Message: Research the contact's recent updates, show interest.
  4. Reach Out: Contact 100 people daily, repeat each contact three times.

Conversation Framework (ACA)

  • Acknowledge: Restate what they said to show you are listening.
  • Compliment: Compliment them on what they shared, ideally tie to a positive trait.
  • Ask Next Question: Ask a question leading them closer to your offer.

Making the Offer

  • Initially ask if they know anyone who might benefit from your service/product.
  • Frame the offer as free or discounted with implied scarcity.
  • Use past testimonials to build trust.

Getting Feedback And Conversion

  • Continue the conversation and gather feedback for improvement.
  • Collect testimonials and reviews to increase credibility.
  • Utilize introduction methods to gain more referrals.
  • Follow-up multiple times to catch potential leads when they are ready.

Scaling The Offer

  • Start for free and gradually increase charge as demand grows.
  • Swap out free offers for discounted rates, eventually reach full price.
  • Utilize guarantees to incentivize upfront payments.

Summary

  • Warm outreach is one of the most effective and scalable methods to start and grow a business.
  • Importance of personalizing, continual engagement, and leveraging initial contacts to build momentum.
  • Framework and tactics applicable even for those new to advertising.