The Core Four and Advertising Fundamentals

Jul 12, 2024

The Core Four and Advertising Fundamentals

Introduction

  • Big breakthrough: Understanding of The Core Four
  • Audience Types:
    • Warm Audiences (people who know you)
    • Cold Audiences (strangers)
  • Communication Types:
    • One-to-One (private)
    • One-to-Many (public)
  • Goal: Simplify advertising strategies to increase leads

Types of Audiences

Warm Audiences

  • Definition: People who know you; permission to contact (friends, family, followers, customers)
  • Unidirectional: They know you, even if you don't know them
  • Initial Target: People you also know

Cold Audiences

  • Definition: People who don’t know you; no direct permission (strangers)
  • Proxy Contact: Use platforms (e.g., Facebook) to reach them
  • Conversion Path: Engage them, convert to warm audience

Types of Communication

One-to-One (Private)

  • Outbound: First contact in a private environment (text, email, voicemail)
  • Clarification: Email blasts are technically one-to-one, done very fast via automation

One-to-Many (Public)

  • Inbound: Public advertising (ads, billboards, content)
  • Example: Social media posts, podcasts, ads

The Core Four

  • Concept: Four ways to advertise based on audience & communication types
  1. Warm Outreach (one-to-one to warm audiences)
  2. Cold Outreach (one-to-one to cold audiences)
  3. Warm Content (one-to-many to warm audiences)
  4. Cold Ads (one-to-many to cold audiences)
  • Application: Basics necessary before advancing to scale

Warm Outreach

Introduction

  • Starting Point: Easiest & cheapest method
  • Personal Experience: Example of starting with personal contacts for fitness business
  • Process:
    1. Get a List: Contacts from phone, social media, email
    2. Pick a Platform: Start with where you have the most contacts
    3. Personalize: Research and personalize initial message
    4. Reach Out: 100 contacts/day, in personalized manner
    5. Follow-up: Multiple contact attempts; show genuine interest

ACA Framework

  1. Acknowledge: Restate what they said
  2. Compliment: Positive trait attribution
  3. Ask: Next question moving closer to your offer

Making the Offer

  • Indirect Ask: Asking if they know someone who might be interested
  • Lead Magnet: Free or discounted offering
  • Testimonials: Emphasize results
  • Humor: Lighten pressure (e.g., ask about friends or enemies)

Value & Feedback

  • Provide Value: Having conversations adds value
  • Feedback: How to get it and use it constructively

Starting to Charge

  • Gradual pricing strategy: Slowly move from free to full price by increments
  • Capacity: High conversion ensures valuable customer base

Prepay/Post Guarantee

  • Commitment & trust: Offering guarantees for prepaying customers
  • Two Options: Pay less upfront vs. guarantee with full payment

Maintenance

  • Stay warm: Providing consistent value and occasional offers
  • Dean Jackson’s Email: Simple outreach (“Are you still looking to...?”)

Summary Checklist

  1. Outreach: 100 contacts/day
  2. Follow-Up: Follow up multiple times
  3. Personalization: Custom messages for each contact
  4. Action: Provide immense value; collect testimonials

Expected Results

  • Conversion Rate: 1%-2% of contacts result in customers
  • Long-Term Impact: Replace job income by working through contact list