Many people struggle with their marketing, and often don't know where to start, or how to write compelling ads, emails or website landing pages.
Thankfully, we've managed to perfect our marketing formula, and turn it into a step-by-step system anyone can use for their own products and services.
We call it the A.U.T.H.O.R. Formula, and it stands for:
Now, instead of going into detail about what each step means (you can see the full overview here), I thought it would be a good idea to actually show it to you in action!
You see, when I'm working with students, quite often the most time-consuming part is trying to understand where they're currently at. Once I understand that, the marketing part comes quite quickly and easily.
So below is a video of a conversation between myself and Sharon, who attended “Marketing Made Easy” (now "How To Attract Coaching Clients Consistently"). Together we walk through the A.U.T.H.O.R. Formula and apply each step to her business, and then after that, I record a sales video for her LIVE on stage.
READ THE TRANSCRIPT...
Cham: So, you coach parents that have got terrible twos, so two-year-olds. If I was to get their attention, what's the biggest problem that they have?
Sharon: The parents seemed to have handed their power over to their small children, and the small children are going out of control because they don't really know what to do with it.
Cham: The two-year-olds are in control? What's the wording that they use?
Sharon: They just talk about the behaviours that they want changed, but it's basically a lack of respect.
Cham: So, in their mind, what do they say to themselves? My kids are out of control?
Sharon: Parents feel their children are out of control and they don't know how to handle them.
Cham: Is there a statistic or something like that you could share with us to get our attention?
Sharon: The one that I use most is that 80% of mothers are stressed now and 60% of children have anxiety by the age of five.
Cham: So, if this problem continues, if I understand, what are they saying day in and day out to themselves, can you expand that conversation? My kids are out of control. 80% of mothers feel stressed, 60% of kids under five have anxiety. What's the conversation going on in their head?
Sharon: I think the parents are not supporting each other as far as being on the same page with parenting. The husband and wife are feeling different ways about what should be going on so they're not connecting. Because the children are feeling they're in charge of everything, there's tantrums going on every day and everything's just out of control and they're Googling and Facebooking and parents are just thinking this is normal and they don't realize it's absolutely not.
Sharon: I was originally working with all the mothers and I've just started working with the dads and I find the dads are much more responsive.
Cham: So if we use fathers as an example - I'm thinking the marketing we're going to do. If we're going to do something on, as an example, Facebook, why would we try and create an ad for both the father and the mother? It'd be so much more powerful if we go to one particular person.
Now, I can put a picture of a father, now, I could say the words, "Your wife," and I could make stereotypical judgment calls about how a father would react versus the mother. And what we do are called pierce the veil of indifference.
A lot of your customers are indifferent. You need to say something and talk directly to them personally so they think "Wow, this is so great. She's talking just to me," but it's hard to talk just to me when we're saying male, female, mother and father.
So, if I was the father, what do I say to myself, what's the problem there?
Sharon: I think the father is saying, "I don't really know what to do. I wish I could help.
But when I try to help, it's usually rejected.
Cham: Rejected by the mother or rejected by the kids?
Sharon: Yeah, both. And this thing about a dad raises his voice, it's too loud so the mum is saying, "Don't do that," and so, the father really is confused. He doesn't know what to do.
Cham: So, the father is confused. That was the next point. Because now, we want to get attention. Attention isn't emotion, it's not what's happening, it's the emotion. It's the confusion. Any other emotions they've got there?
Sharon: Yeah, they're frustrated and they're not getting enough sleep and ...
Cham: Confusion, frustration, not enough sleep?
Cham: The question I'm going to ask: How does this affect other parts of the father's life? How does it affect their career?
Sharon: Well, it affects their relationships because they're not connecting. They're disagreeing and listening to lots and lots of screaming and yelling and crying and tantrums and it's unpleasant.
Cham: Okay. This is where you come in now, you help them. You offer parent coaching. Explain what that is. What does that look like?
Sharon: So, what I do is I go into their homes and watch the dynamics that are going on and 90% of the time, it's always the same. I went in, I walked into the house and say, "Oh, who's the boss in this house?" And the kids always put their hands up and say, "Me." And then, I explain to them that you're just little and the tall people are actually in charge and they're called your parents.
Cham: Okay. So, that's the help them part. It's important that they know that. That's the first thing you should teach your kids.
Sharon: That's right.
Cham: Offer evidence. What's some proof. Have you got a success story or something you can let us know about?
Sharon: I've had three of my own children and raised them pretty well on my own.
Cham: Right about now, we want third party trust. This offer evidence is trust. I know that it's happened in your own life, I would expect that.
Cham: Have you got a success story of someone else that you've worked with?
Sharon: I think one of my best successes was a two and a half-year-old who was swearing not only at his mother but anyone else that came near him. He had an older brother and a younger brother. He would end his sentences by saying... "And you're stupid," and point it in your face when he did it.
And so, by the end of that day, I had the two oldest boys saying, "Mommy and Daddy, you're the boss," and I have to say "please" and "thank you" every time I want something or get something and I don't say that swear word again because I told him that the police had rung me and told me to come and sort it out before they do.
Cham: And then response... at the end of watching this video on your page, what would you like them to do? What's the next step in your training?
Sharon: So, then, I'd have workshops for both parents that go for three consecutive weeks. I have the discovery session that they can come and get ideas for free on a 15-minute phone call. I've done 60 30-second videos.
Cham: Ideally, at the end of this video, what would you like them to do next? Work in a session with you or what is it?
Sharon: Yes. And both parents to come to the workshop so they can integrate the information.
Cham: And your company name is?
Sharon: ACE Kids.
Cham: And your full name?
Sharon: Sharon Cullington.
Cham: What I'm going to do now is I am actually going to record this video just like we would do it. It will be on your landing page.
Cham: As we go, just to make it a little bit ... not trickier but so you know where I'm up to. I'm going to point to the step that I'm actually on.
One take, you don't have to get it right, you just have to get it started.
So here goes...
"Did you know that over 80% of parents are actually stressed and within five years, 60% of kids will feel anxiety? That's a terrible place to be, especially as the father. I understand that you're confused.
You don't know who to believe, your voice is too loud and all those things. That can really mean your relationship is deteriorating with your partner.
You're not connecting on the same level. Also, you lose sleep at work, your career goes down. It's all bad news.
What I actually do is I'm a parent coach. I can spend one day with your children and have them go from the terrible twos to the terrific twos instead.
Don't take my word for it though, I was actually speaking to a father, his name was John. His kids were the boss. When I walked into the room and said, "Who's the boss?" The kids put their hands up but by the end of that day, the kids knew who is boss and actually knew to follow orders, say thank you and please for everything they wanted.
If you want to start this journey to go from terrible twos to terrific twos, I recommend this parenting workshop coming up. It's two hours, it's free. Both yourself and your wife should join and start on this journey. My name is Sharon Cullington from ACE Kids. Thanks for watching. See you at the workshop."
I'll just say what you saw here is a system. It's a repeatable set of steps. This is six out of seven series we've done, every time, the response is the same thing but because there's a system here.
When you've got a system, your results are so much quicker. It:
You don't have to be thinking about what to say or procrastinating about what to say. It's not only like this for copywriting, writing a video script, but it's also for everything we do in our organisation.
How to take a testimonial? SYSTEMIZE. How to run a Facebook ad? SYSTEMIZE. What to charge, what not to charge, all those other things.
So, once again, you don't have to get it right, you just have to get it started.
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