Creating a Systematic and Consistent Marketing Process that will Save Your Time and Money

Thanks for reading The Marketing Minute, a weekly series where we share the behind-the-scenes stories of impactful growth strategies that we’ve used to get more leads or improve the sales process of our members at Connect 365.

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Subscribe to this series using the button above and let us know what you want to hear about next week using #MarketingMinute in the comments below. This interview lets you in on the strategies that will save you years of marketing frustration, thanks to my friend Dov Gordon’s expertise he’s sharing today. Along with this exclusive interview with Dov, you can access even more insight from him by downloading his free manual, “How to Systematically and Consistently Attract First-Rate Clients.”

Let’s get started…

Josh: What inspired you to put all of your marketing and sales knowledge down onto “paper” and create the Manual?

Dov: Originally, I created the Manual to be an entry-level product for just $97. Now I give it away for free, not because t isn’t an extremely valuable book, but I knew that the most serious people will recognize the value in getting help to master and implement the skills. Of course, the Manual has been so valuable to some that they end up joining one of my coaching programs for personal guidance and handholding.

The Manual was produced over about six weeks, working hard on it for 3 - 4 hours a day, most days of the week.?

My aim was to create something concise - and highly valuable. I wanted to share the thought process in a way my reader would immediately recognize, “This is different. This guy has really mastered these foundational marketing ideas. Suddenly, I understand what all those marketing experts have been saying - but at a much deeper level thanks to the way Dov shared it.”

And - I wanted to lead my reader through simple steps to creating their very own system for getting ideal clients consistently.

Those were my three goals:??

1. That readers will quickly understand concepts they’ve been hearing for years - likely for the first time.
2. That readers will be able to follow the steps to create a simple system for attracting and enrolling their ideal clients.
3. The reader will be able to teach themselves the skills to work that system.

Josh: How is what you teach in the Manual different than all of the trendy marketing teachings out there?

Dov: I teach fundamental concepts - with a clarity that is usually lacking in the industry today.? Because I believe that when you understand how to THINK about your marketing, you become independent and you have the power to create a system for your unique business and to navigate the ups and downs and challenges that inevitably we all face.

If you are someone who doesn’t only want to be told WHAT to do, but you also want to understand WHY it works, when it works and WHY it doesn’t when it doesn’t - you’ll appreciate my teaching methods. Because you’re one of those who want to learn and master skills, not just mindlessly repeat steps. And you’re one of those who will eventually find independence because of your skill set.

Josh: What would you say is the most dangerous sales and marketing advice to listen to?

Dov: I think the most dangerous sales and marketing advice is where “experts” just tell you what to DO - and you follow their “to do’s” without a deep understanding of WHY to do it. Why does it work when it works? Why does it fail when it fails? Marketing is a nuanced skill set.

If I am standing side by side with a master chef, and we’re both following the same recipe to bake a double chocolate pie, the results will not be the same.

My pie may be edible, but the chef’s pie will be exquisite. But why? If we’re both following the same recipe why will the results be different?

The answer is because the chef has a nuanced understanding. He understands the properties of each ingredient and how they interact with each other and with heat over time.

But me - I’m just following steps. Without that deeper understanding.

The biggest mistake is to think that marketing is just following steps. It’s NOT. You need to master the nuance as you apply it to your situation.

Josh: Is there a one-size-fits-all sales and marketing strategy?

Dov: The “first principles” apply to everyone.??

The tactics though are unlimited.??

All marketing is about you helping your ideal clients to answer the number 1 question she has in her mind right now. And when you understand who your clients are and what that question is, you can use any tactic that can do the job. FB Ads, podcasting, speaking, or whatever you like.??

What are these questions??

I’ll list them here, but you really should read the Manual because I can’t do it justice in this small space.?

Understand this, though: When your ideal client comes across your message, she has only one question: “Should I pay attention? Is this interesting?”

And the job of your marketing is to help her see that “yes! This is interesting!”

Immediately she has a new question: “Can I trust you?”??

Now, your marketing must help her answer “Yes! I see I can trust you.”

And then she immediately has the third question: “this is amazing. Is what you recommend right for me?”

And that is the final job of your marketing and selling system: To help your ideal client conclude “Yes! What you recommend is right for me!” And then you have a new client.

So on the level of first principles, yes - one size fits all. But that’s it. When it comes to the actual to-dos, the right tactics can vary widely.

Josh: What’s the most important takeaway my readers will get from the Manual?

Dov: That YOU can create a marketing and selling system that is built on things you can enjoy doing and mastering.??

You don’t need to do things you don’t enjoy. You don’t need to say things you don’t believe in.?You don’t need to mimic someone else’s style. (That’s usually a recipe for failure anyway.)

When you master the fundamentals, you can do it YOUR way.

Want more from Dov? Make sure to get access to his Manual that will save you time and money on your marketing strategy: “How to Systematically and Consistently Attract First-Rate Clients.”