Demystifying Marketing in 10 Minutes

Introduction

• Aim: Simplify marketing with a 6-step plan
• Works for beginners
• Based on Alex’s experience from Copy Posse

Key Achievements

• Launched Copy Posse on YouTube (Feb 13, 2019)
• Grew to 7-figure brand in 3 years
• Awarded Marketer of the Year by DigitalMarketer in 2022
• Simple, effective funnel

Step 1: Get Clear on Who You Are

• Crystallize brand messaging
• Guides all business communication and marketing
• Key questions:
  • What do I want to be known for?
  • What are my non-negotiables?
  • What do I value?
  • What change do I want in my industry?
  • How do I want to serve my audience?
  • What is my brand promise?
• 11 elements in brand messaging (Free brand voice checklist)

Step 2: Know Your Customers

• Speak their language by knowing them deeply
• Address core values, desires, fears
• Example: True Classic Tees
  • Targets men wanting to look good even with a dadbod
• Aim: Form emotional connections

Step 3: Identify Your Positioning Strategy

• Research the market and competitors
• Find unique selling proposition (USP)
• Keyword research tools: Tube Buddy, vidIQ, Answer the Public, Google AdWords Keyword Planner, Moz Keyword Analysis, Ubersuggest, ChatGPT
• Competitor analysis: What are they doing? How can you be different?

Step 4: Create Your Content Strategy

• Map out main topics and subtopics for content
• Consider keywords but focus on value and interest
• Show who you are, not just what you do
• Use the 5x5x5 strategy for 125 content ideas
• Implement simple systems for omnichannel marketing

Step 5: Build a Marketing Funnel

• Start with a simple funnel: traffic → leads → nurture leads → sales
• Traffic: organic (content & keywords) or paid (ads)
• Leads: Offer a free valuable lead magnet (example: brand voice checklist)
• Nurture: Build relationships through a series of emails
• Sell: Create sales page and promotional emails
• Maintain consistent presence in customers’ inbox

Step 6: Monitor Metrics and Test

• Marketing = ongoing experimentation
• Monitor metrics: ad success, email open rates, sales/conversions
• Adjust based on what works and what doesn’t
• Stay updated and test continuously

Closing Advice

• Stay true to your brand and revisit initial goals
• Avoid burnout: Focus on your impact, not trends
• Alex’s mantra: Trust creativity, listen to community, use timeless marketing principles

Additional Resources

• Free brand voice checklist
• Marketing program: Storm
• More videos and tutorials from Alex