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Aug 28, 2026
This Marketing Strategy Made Me MILLIONS
This Marketing Strategy Made Me MILLIONS
00:00
09:49
Transcript
0:00
Hey guys, welcome to this training.
0:02
I recently had somebody ask me, uh, if I had to compact my seventeen years of experience in marketing and, uh, the millions of dollars generated into one single idea or principle, which one would that be?
0:18
So I thought about it, and I decided to actually make a video on it because I think it will add tons of value to especially entrepreneurs, uh, business owners, uh, who maybe don't consider themselves to be marketing ex- uh, experts,
0:36
however, they want to master marketing. So I thought, okay, let's, let's put this in a video and have it, uh, done one, once and for all. So the basic idea is to always choose strategy over shiny tactics. All right?
0:53
So what exactly does that mean? How do you apply this principle in your day-to-day life, or rather, business? Okay? So
1:03
most entrepreneurs, business owners, and even marketers for that matter, are doing something that I'm calling, uh, chasing tactical rabbits. Okay?
1:15
So that means that they are looking on the marketplace, what kind of marketing tactics are being deployed right now by their competition or maybe their friends, colleagues, stuff like that, and they just try to implement that tactic.
1:31
All right? So they choose one tactic, and then they start, uh, implementing it in their business. And the thing is,
1:41
tactics that are not guided by strategies are really determined or predetermined to fail, and I'm gonna explain it to you. Okay, so let me give you a one example.
1:53
Let's say, let's take one random tactic, um, for this example. Let's say Instagram DMs, right? So one tactic that is very popular right now is,
2:04
uh, you know, people creating reels, which are usually, like, thirty seconds long, maybe sixty seconds.
2:11
They build up very strong curiosity, and at the end, there's a call to action for the people to, you know, comment a certain word. And after commenting that word, you get an automated
2:25
DM in your, you know, in your, in your messages with a link to some kind of lead magnet or, you know, a free gift. Okay? So this is the basic idea.
2:36
And then afterwards, they do some kind of follow-up to get the, uh, to get you in their funnels, right? There's, that might be
2:43
a free consultation, a free call, uh, maybe a free webinar, um, VSL, or maybe they send you straight to a sales page to buy their product. So this is a very popular,
2:55
you know, tactic being deployed right now by many businesses. And the funny thing is that this tactic in and by itself is not a bad tactic, right? It's actually a pretty good one.
3:09
However, if it's isolated and it's not working in a composition with a whole strategy, it's actually very destruct- destructive, and I'm gonna explain to you why. So there is this rule called the seven-eleven-four rule.
3:27
I don't know if you're familiar with it, that's why I'm gonna explain it in, like, full length, what e- what exactly it is.
3:33
So the seven-eleven-four rule is not created by me or by any other classical marketer for that matter. It is actually, um, scientific consumer research done by Google.
3:48
So Google found out that an average or on average, it takes people seven hours of engagement over eleven touch points on four different platforms in order to gain enough trust with a business to buy something from them.
4:08
All right? So I'm gonna repeat that. Seven hours of engagement over eleven touch points on four different platforms. Okay? So now let's look at this tactic that I just described through that seven-eleven-four lens.
4:24
Let's say you're, you're creating a reel, which is like, let's say, one minute long. All right? After that, people will comment a certain word. That will take them maybe ten seconds.
4:35
After that, they will get a link to some kind of, I don't know, a PDF or whatever lead magnet you have to offer, which they will scroll through.
4:44
And let's be honest, nobody will take seven hours to look through that lead magnet. They're probably gonna scan it in twenty, thirty seconds, maybe one minute. Okay?
4:54
And then they might, you know, check out your profile because you messaged them, stuff like this.
5:00
So on a realistic level, they're gonna spend like two or three minutes throughout those three or four interactions that you have with them. So that shows you, all right, it's nice you get comments under your reels.
5:16
You get some action going in your DMs.
5:18
However, this tactic alone isolated from a strategy will not work because you will by far not reach the seven hours required on average to, you know, create the, the basic conditions for somebody to gain enough trust for your business to buy from you.
5:38
Okay?
5:39
So while it is a nice, uh, way to create many interactions, 'cause three or four interactions with one simple tactic is actually pretty, pretty good, you will not gain the trust from the couple of minutes that they spend with you.
5:54
So let's think about it on, in a different kind of way. Let's look at it through a strategy lens.
6:03
Let's say- You build your whole strategy in such a way that you create a marketing playground, if you will, in order to create those conditions so that 7-11-4 is possible.
6:15
So, for example, for your target audience, you decide, hey, YouTube is actually a pretty good platform for us because we can create videos that are like in-depth
6:26
regarding the problems of our customers, the pain points of our customers. And let's say you create a YouTube account and you have like, I don't know, 50 videos on it and you have like 1,000 subscribers.
6:39
And out of those 1,000 subscribers, 100 are like real fans, right? The ones that are consuming basically everything that you upload, right? It's the people that have consumed 10s, maybe 20 of hours of content from you.
6:56
So let's say you create a new video and then you, at the end, place a call to action and tell the people, hey guys, I have a free gift from you.
7:05
Head over to Instagram, DM me a certain word, and then I will send you the free gift or the lead magnet or whatever it is that you're giving them.
7:14
Suddenly, the whole thing changes because now you're targeting the people that have spent 10 or maybe 20 hours with you. You just create additional
7:26
goodwill by giving them some kind of free gift and you're actually bringing them into another platform. So you have YouTube, you have 10 hours of watch time, right? You have YouTube as one platform.
7:38
You have Instagram as another platform. Maybe you send them some type of lead magnet, which is, I don't know, on your website, which is also another platform.
7:47
And then you might offer them some kind of free call with you, which phone is also considered another platform. So you have four platforms. You have tens of hours of watch time.
7:59
And in between, you have way more than 11 touch points because they have gone through all this kinds of stuff in your marketing playground. All right? Now, suddenly, you can expect
8:11
results because you have created the conditions for somebody to actually gain enough trust with you or your business to buy your products. All right?
8:21
So if I had to compact all my experience into one single thing that works right now, it's this. It's focus on strategy rather than tactics, right? And tactics are good.
8:34
They are not bad and they are necessary, but always, you know, guide your tactics with your strategy.
8:41
So your tactics will always be just one part of your strategy and will work like a, you know, like a symphony, like an orchestra in order to create the full sound, the final product. All right? So that's about it.
8:56
That's my main message for today. And you might be asking, all right, Emmanuel, this is all nice, but how do I exactly implement that for me?
9:04
How can I create the conditions or this marketing playground that you are talking about for my specific target audience?
9:12
And I will admit this is very, you know, very individual because not every target audience works the same. Not every business is the same.
9:22
So if you want my help or my support with this, I will make sure to include my contact information in the description below where you can contact me either on Instagram or X or I'll even put in my personal WhatsApp number if you want to text me there.
9:37
And then we can, you know, continue the conversation on this other platform. All right? So if you like this type of videos, make sure to subscribe my YouTube account and I'll see you in the next one.
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