your marketing sucks because you don't answer these 4 questions

Summary

I used to get nervous every time I marketed my own services. the words wouldn’t come out clean and the pitch felt like I was trying too hard. then I stripped it down to four questions and the nerves went away.

1. who. who are you. name, title, credential, why anyone should listen for the next 30 seconds.

2. what. what is the product or service. say it plainly. no jargon.

3. why. why does anyone need this. what problem does it solve and why does that problem matter.

4. how. how do they buy it or start it. exact next step, no friction.

most marketing fails on three and four. people lead with credentials and never get to why it matters or what to do next. answer all four, in that order, every time you sell anything. ad, email, sales call, doesn’t matter. it works because it’s how humans actually decide to spend money.

Transcript

introduction to simplifying marketing strategies

The most impactful business is the business that genuinely improves another human, a better human business. And to grow a business like this, you have to continually improve yourself. This podcast is a documentation of that thesis, scaling businesses and also personal growth. My goal is for you to shortcut this journey. So if you’re ready to try hard, subscribe. If you like what you’re hearing, please share and enjoy. Please, please, please stop over complicating your marketing or your marketing messages or your marketing strategies.

It’s really, really too much. This is the Better Human Business Podcast. I’m Jerred Moon and we all have a tendency to do that, right? In almost any area of life or business is we think, hey, this needs to be more complicated because it’s such a big factor. Like marketing is such a big factor in growing our business that we think because it’s such a big deal, we need to complicate it. We need to have all these super robust with like 50 checklist strategy type things.

But you really, really, really don’t. And so I want to give you a simple framework today for developing a marketing message that is the easiest, most proven, that doesn’t utilize AI, that honestly is making you look stupid when you use AI too often and too much. You know, I’m going to give you this process. It’s going to be super easy to implement. But I know for me, as I was coming up and building a business, I would always get so nervous when I would step in front of a camera or even in front of a microphone and I hit record, but I had to market my own services.

the importance of not over-complicating marketing

I would always get super scared, super nervous. Things were just I didn’t know what to say. I would ramble. I would try and, you know, come up with like all of these additional words that were unnecessary, trying to justify the price of a product or, you know, all these things. And it wasn’t like I was new to recording, you know, like I have done. I’ve written thousands of blog posts. I’ve recorded thousands of podcast episodes. I’ve also done thousands of videos, short form, long form.

I’ve done a ton. And so it’s not that I feel awkward recording. Some people do when they first start. That was gone for me years and years ago. But still, I would run into this like, hey, you got a lot of experience. But man, any time it comes to a marketing message, you start to feel a little less confident. You start to come off a little bit weird and I would freeze up. And then I started to implement this script to just about anything and everything in my marketing, and it made things so smooth and so easy.

introduction of the who, what, why, how framework

So it is from Russell Brunson, who’s like the marketing guru. But it is the who, what, why, how script. And I don’t know if he adds any other W’s or anything in there. But that is where I kind of like landed with it is who, what, why, how? That’s it, if you can tick the box, you know, check the box for each one of those, the who, the what, the why and the how. And every single one of your marketing messages, you’ve done 90 percent of the work, OK, that you need to do from a marketing perspective.

The other things that you need to do are actually have an amazing product or service. You got to try hard in those categories. You have to have a solid brand. You have to have an audience. You have to have an engaged audience of people who actually want to do business with you. All of those things are a little bit different and are developed in their own way. But when it comes to actually marketing or selling something new in an email, in a podcast episode, in a short video, a short video clip, anything like that, you need to tick those boxes who, what, why, how?

detailed explanation of the framework

So this is very simple to do. Who are you and why should anyone care or listen? OK, who are you? You can start with your name. Pretty easy there. Who are you and why should anyone care or listen? This is for. You know, maybe you’re doing ads. And people don’t know why they should listen to you while stating your title or your degree or the name of your business, like there are all these different ways to kind of show that you are worth listening to.

Right. And you can do this in any capacity. Like if I’m trying to get someone to sign up with me to do business consulting, I could be like, hey, I’m Jerred Moon. I’ve had to ink 500 two different times, you know, that immediately people were like, OK, I know who you are and my I haven’t done that. So maybe I’ll listen to you. And you can do this in any capacity, but you’ve got to check the who box.

how to establish credibility (who)

And if you if you don’t feel like you have any credentials at all, just your name, your name will be fine in your title, whether you’re a coach or PT or whatever it is. That’s checking that box. Next, what are you selling? So what is the thing? What is it called? Typically, you want to give it some sort of a name or maybe have some sort of offering. Maybe it’s a discounted offer or something like that.

What are you offering? What are you selling? And that’s about it. I have X, Y and Z. But that’s good. You know, this is only open for the next couple of days. Boom. That’s what I’m selling. It’s basically off offer. What is your offer? What are you selling? The third is why. Why would anyone want it? And what problem does it solve? So just quickly answer that. Hey, I’m selling, you know, nutritional services and it’s only open this week at half price.

clarifying your offering (what)

And this would be great for you because right, this would be great for you if this would be great for you if you are a busy mom who needs a quick plan and nutrition coach. OK, and these are just coming off the top of my head. This would be great for you if you are in a ton of paint and you want to get out of these kind of things. So why would anyone want it and what problem does it solve?

If you can answer that and you can do all of this in about 60 seconds or less or you can make it as long as you want. Same with this podcast. I could I could answer all of these in 30 seconds and tell you, yeah, just go do that. But I’m trying to paint a more colorful picture to give you more things to work off of so you can go and actually utilize these strategies. So why would anyone want it and what problem does it solve for them?

explaining the benefits (why)

Answer that. And then lastly, most people will do those three things almost naturally, I’d say almost naturally, like if you had no marketing experience, I told you to write down a marketing message, you might come out with something clunky that but you might answer at least what you’re selling and why someone would want it. You might skip over the who and some of your credentials. But the last thing is how people always forget the how. And it’s the most important part.

It’s the same with when you are recording a podcast or writing a blog post. We put all this effort into. Creating an episode of a podcast or, you know, a post on Instagram or writing a blog post. And then we get to the end and we’re like, OK, the title, we’re kind of like burnt out or you don’t really want to focus on it anymore. So you’re just like, ah, screw it, whatever. And then you don’t focus on the title.

importance of explaining how to engage or purchase (how)

You’re just like, whatever. It’s it’s whatever you don’t really focus any time and attention there. And that’s the worst thing that you can do. And that’s just content creation. But we do the same thing in our marketing when we’re like, yeah, this is who I am. This is what I’m selling. Here’s why you want it. Here’s a problem. It solves. Yeah, OK, whatever. How do I buy? What do I what do I do? I was very interested, but you didn’t tell me exactly what to do.

And so you have to be very clear. If it’s an email, click the link below. Click this button. You see it in ads all around the Internet. And it’s because you have to do that. People might think that you just are legitimately doing an ad to like say something and not have anything to click. So click the link. Fill out this form. Give us a call. Any of those things, however they buy it. Make sure you tell them how to actually do it.

recap and encouragement to apply the framework across all marketing channels

And if it’s a more involved process, then walk them through that. Hopefully it’s not very involved if they’re looking to, you know, exchange money with you. But ultimately, how can someone buy it? Look here. Here’s the deal. If you have a decent brand, I just decent brand. People are happy to do business with you. If they know who you are, they know what you stand for. They know your brand. They want to do business with you.

They’re open to it. But sometimes they just need the most basic info to decide to make the purchase. And most of you listening to this podcast are already running a decent brand and you get hung up on the marketing when really if you just answer those questions every time, like you’re trying to go establish a new relationship with somebody, your quick elevator pitch on who, what, why, how anytime you’re writing a marketing email, who, what, why, how anytime you’re doing a podcast, you might be selling something or if you’re doing an ad or anything like that.

Who, what, why, how? Now, I’m not getting into the nuts and bolts of like having a selling conversation, but when you’re basically marketing, not selling, this is the information you need to communicate to somebody. I can’t tell you how many times I’ve landed on someone’s website where I’m like, hey, like or maybe I saw some of their content. And I’m like, you sound like you have a pretty interesting proposition. Let me go check you out. And I click their website and it’s like, I can’t figure out how to work with them or like ultimately what they sell or what they can do for me.

So I’m like, OK, moving on. And you only have about five seconds. So make sure you’re answering those questions again. You have a decent brand. You just need to give people a reason or really a how to and why they should do business with you. But do this in all of your marketing messages across social media, across your website, across podcasts. If you have one, everything you’re going to have to try harder.