It’s easy to get bogged down in the marketing grind. And get your head so stuck in the details of the work that you lose focus on what’s really going on.
And one day you realize that while you have been pumping out content …it’s just not getting the results it should. Engagement is down, ad costs are up, it’s not driving revenue.
You’ve strayed from the wickedly effective marketing path and dropped a bunch of random, boring and confusing content on your audience.
They just can’t tell what the hell you’re trying to say anymore.
You’ve been making them late for the bus with no payoff. Sorry!
Well the solution comes from the dark, smoke filled gambling dens of Las Vegas. Get your content marketing back on the money – targeted, interesting and leave your audience in no doubt that you are the trusted advisor they need to hear from.
John Paul Mendocha, aka Dr Speed Selling, skipped college for an education in the gambling dens of Las Vegas. He became a professional poker player at 17.
John wasn’t alone, he had a mentor. And one day this mentor takes John into a club. A smoke filled room, loud music, girls dancing and people partying and gambling.
As they slip into a booth John’s mentor quietly slides a sawed-off shotgun out from his coat and conceals it under the table. They both sit there…watching the crowd.
Next, the grizzled vet opens the shotgun. Then, he doesn’t insert a shell but instead quickly snaps it closed making that distinctive ratchet sound folks call “racking the shotgun”.
The noise was barely audible over the blaring rock music…most people couldn’t hear a thing.
However, a few people in the crowd look up and peer towards John through the smoky haze.
The bar tender knew the pair at the table and rushed over nervously to make sure there wasn’t going to be any trouble. Reassured everything was fine, he let them be.
John’s mentor leans in close and says, “See those guys that turned around? Don’t gamble with them.”
Everyone else…well they were fair game. John could play with them for money. That’s because only the seasoned gamblers noticed.
The guys that knew what they where doing…knew the hustle…and more importantly knew the mean streets recognized the signature racking the shotgun sound.
With a simple action they’d taken a large potential audience and narrowed it down to the most likely sources of revenue. And eliminated the rest.
You see every single time you do anything in the market…post content, run an ad, write a book, make an offer…anything…a small group of people take notice. Just like racking the shotgun.
Their ears prick up, their head whips around and they pay attention. It’s like a dog responding to a whistle…and suddenly you are the most important person in the entire world. For a moment you’re the center of attention.
These folks are the hyper-responsive segment of your audience.
John’s mentor racked the shotgun to find the hyper-responsives he wanted to exclude.
However, it works the same if you want to find folks to include. For example people to engage with…to do business with.
If John wanted to sell…I don’t know…a shotgun…or maybe a black sedan with a trunk big enough for two full grown men…he knew who to talk to.
Hyper-responsives leave all sorts of clues. They like, share, comment, click, call…they’re the first to buy.
Hyper-responsives are the tip of the spear.
If you’ve got their attention, you have the attention of a big group of folks who are no less likely to buy from you…but who might be slower to react.
You want your hyper-responsives in mind every time you do content marketing. And, you want to watch for the clues they leave because.
Hyper-responsives account for most of your revenue. Sometimes all of your profit. It’s the 80/20 rule in action.
As you scale up it’s easy to lose sight of the hyper-responsive. They’re lost in the random likes, comments from friends…spammers. If you’re on the hunt for more reach, more subscribers, more engagement…caught up in the analytics & CRO game of trying to push the numbers up…you might lose sight of these guys.
As a result, the best chunk of your target market, your best customers and clients are gone too.
Which means less revenue, lower response rates, higher add costs. And by lower and higher we aren’t talking about a few percent here and there…nope…think multiples. 10x less revenue, 10x lower response rate and 3.5x higher ad costs.
That’s means less revenue by factors of ten!
As a result, you have to hustle more, work harder…and harder…work longer and longer…and so the death spiral begins.
Here’s the fix.
- WHO: You must have Complete Client Recon…that’s to say a crystal clear view of who you want your hyper-responsive to be. Get it done.
- WRITE: You want Calibrated Content, stuff that your hyper-responsives are most likely to find genuinely interesting. Content that serves them. It’s usually not the content you think.
- WATCH: Who moves first, who likes first, shares first, comments first, clicks first. Are these the hyper-responsives you actually want? Yes, great. If not, re-calibrate.
- ENGAGE: If you’ve got the right hyper-responsives leaning in…it’s time to bust out the Hyper-Targeted Content. That means taking care to give them more of what they want. That means segmenting your content delivery just like a marketing funnel. Draw the hyper-responsives deeper into your world…and towards the sale.
- EEE: Eliminate Everything Else…
- REPEAT: Now you’ve got your wickedly effective content marketing working for you. You know who your hyper-responsives are, what they want. The rest of the buyers in your market will follow them. Now you can scale up. Or scale out.
It’s part of the “secret sauce” driving the revenue of every leading expert based business. Included in The Jlow Method.
If you’re a smart cookie you might have enough here to do a gut check of your own content marketing. A self-audit and a way to move forward.
Perry Marshall has plenty of free and paid information on this topic. I’m pretty sure that’s where I first heard the story. Naturally, John Paul Mendocha talks about this.
And Dr Glenn Livingston is my go to for anything to do with hyper-responsive targeting.
If you’re a super smart cookie…
…then you’ll know that the best FREE revenue growth resource for your biz…
…is 30 minutes on the phone with me.
Together we can see if you’re on the wickedly effective content marketing path…or if you’ve strayed.
Within 30 minutes we can audit your content marketing and your biz, we can diagnose any problems and map out exactly what to do to increase revenue, with less stress.
Go ahead and request a call by clicking here now.
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