How You Can Revolutionize Your Marketing Strategy w/ Marlon Marescia

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<v Speaker 1>Welcome to the Big Success podcast, cutting edge conversations on business and personal success, as well as how to level up.

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<v Speaker 1>Here's your host, number one business coach in the world, brad Shokers.

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<v Speaker 2>Facebook marketing.

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<v Speaker 2>Wyatt Beats LinkedIn Video marketing.

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<v Speaker 2>Success is different to Mylon.

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<v Speaker 2>He was from the construction industry and the family business and, even though super successful, quit and started again in the IT business, started again, built himself up, started again, built his own business.

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<v Speaker 2>Now he runs an AI platform, does Facebook marketing for so many people all around the world.

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<v Speaker 2>Video content stuff that he does is phenomenal.

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<v Speaker 2>I think you're going to learn a whole bunch.

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<v Speaker 2>Today's marketing is so different to yesterday's marketing and Mylon has his finger on the pulse.

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<v Speaker 2>Let's get some success for you.

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<v Speaker 2>So, mylon, let me ask you what is your definition of the word success?

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<v Speaker 3>Yeah, that's a great question, Brad.

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<v Speaker 3>I think success for me is having the freedom to do the things that I want to do.

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<v Speaker 3>Now I have spent the first part of my career.

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<v Speaker 3>I was working in the family business and although I thrived at it, I did well I actually wasn't happy and it took me a long time to make a decision to actually leave.

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<v Speaker 3>So I actually have a defining line in my life where I went from being unhappy and kind of successful to being really happy and not as successful at the beginning, and for me the success was doing something I absolutely loved, and when I did that I started to thrive in every area of my life.

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<v Speaker 3>And so for me, I think simple definition is the ability or the freedom to do what you love to do every single day, instead of being trapped and doing things that you're forced to do.

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<v Speaker 2>And there's that old saying of if you do what you love, you'll never work a day in your life.

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<v Speaker 2>And I disagree because I think once you start doing what you love, you work a lot harder.

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<v Speaker 2>Have you found that since you moved across to the IT side of it from construction?

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<v Speaker 3>Yeah, I have definitely worked harder, but I've loved every minute of it because it's a passion.

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<v Speaker 3>Now, and for me it's not hard Like you do work hard but it's not a labor of love, it's something that I actually love doing.

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<v Speaker 3>And the amazing thing for me that I get to do is because I had that defining moment.

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<v Speaker 3>Every day when I'm working in my businesses and I find things tough, I always get to look back and say, but at least I'm not in construction.

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<v Speaker 3>It's a good day, because at least I love what I do.

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<v Speaker 3>And so for me I think that, yeah, I've worked hard.

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<v Speaker 3>When I left the construction industry, I had to start at the bottom of the IT industry.

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<v Speaker 3>It was actually quite humiliating that I did it with a smile on my face.

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<v Speaker 3>I worked harder than anyone in that company.

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<v Speaker 3>I worked longer hours, I did more study because I wasn't qualified to do it and they just gave me a chance.

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<v Speaker 3>And so those were the days I looked back on and I love those days, and I think that really defined who I became.

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<v Speaker 2>Now.

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<v Speaker 2>But even though construction wasn't your first choice, you still were very successful at it.

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<v Speaker 2>And where do you think you chose success in your life?

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<v Speaker 2>Was it as a young boy?

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<v Speaker 2>Was it something your parents always taught you?

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<v Speaker 2>Where did you choose success?

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<v Speaker 3>Yeah, I think it was around 14 years old, 15.

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<v Speaker 3>I actually went to a camp where I was exposed to kids from all over the state and I was at the top of my school, I had achieved everything I could achieve.

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<v Speaker 3>And then I saw these other kids and I thought, wow, these guys are on a high level.

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<v Speaker 3>They're on a whole other level and I decided at that point that I wanted to attend a boarding school to take me to another level in my life.

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<v Speaker 3>And I'm just 14 years old, 15 years old.

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<v Speaker 3>And I went back home and I said to my mum and dad I said I want to go to boarding school.

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<v Speaker 3>Now who do you know, brad, that says they want to go to boarding school?

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<v Speaker 3>They get sent to boarding school because they're naughty.

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<v Speaker 3>But I chose to go and that was a real defining moment because it was tough, like I thought it would be all rosy.

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<v Speaker 3>But when I got into that boarding school I went from the top again to the bottom.

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<v Speaker 3>I was not respected at that school.

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<v Speaker 3>I was from the Western suburbs, I spoke differently to these kids, I didn't have all the opportunities I had and they kind of looked down on me.

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<v Speaker 3>And I remember the first week I rang my mum and she's the South African, you know, mum, and she's ethnic and she didn't want me to go.

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<v Speaker 3>And I said, mum, I want to come home.

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<v Speaker 3>Like it's really tough.

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<v Speaker 3>And she said, come, come, I'll come and get you now.

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<v Speaker 3>And I said, you know what?

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<v Speaker 3>I'll just wait till the end of the week.

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<v Speaker 3>And in that week that's when I decided I said I will not let this break me, I will work my way to the top.

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<v Speaker 3>And you know, two years later I was at the top.

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<v Speaker 3>I was a leader in the school, I have made a massive impact in my boarding house and I went from zero to hero.

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<v Speaker 3>But that defined me and taught me at a very young age that I can push through adversity, I can achieve my goals and I can be as successful as I want to be in circumstances where I'm not respected.

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<v Speaker 3>And I think that was the turning point and I've seen recurring in my life.

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<v Speaker 3>Even when I changed careers it was the same thing.

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<v Speaker 3>I saw a vision for my life.

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<v Speaker 3>I went from the top to the bottom Very quickly.

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<v Speaker 3>I was running that company.

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<v Speaker 3>I was the lowest paid person in that company and within a year I was running the company, and I learned that at 14.

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<v Speaker 3>I learned that at 15 years old.

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<v Speaker 2>So what is then your formula for success?

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<v Speaker 2>Like how do you see success happening in day to day?

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<v Speaker 2>Is there a way, is there a process?

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<v Speaker 2>What is your formula?

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<v Speaker 3>Yeah, it's a great question because I think for me and also for my wife, we're very intentional with what we do and in some people that let life just do what life wants to do to them and they just accept it.

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<v Speaker 3>And I remember a few years back, about 10 years ago, we had a son that was really struggling socially in school and we had a lot of challenges and we sat down and said where do we want to be in 10 years with our personal life?

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<v Speaker 3>Like this is not going down the path.

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<v Speaker 3>There's a lot of stress in the family, he was not doing well and we intentionally made a decision.

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<v Speaker 3>We said we want our life to look like this in 10 years time and we have to make some massive changes.

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<v Speaker 3>We left our state, left our family whom we love.

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<v Speaker 3>We don't have issues with our family, we love them, but we left them and we started a new life and it's amazing to see how that's paid off, brad.

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<v Speaker 3>You know it's been 10 years.

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<v Speaker 3>So that 10 year vision we had, we've just come up to that 10 year period and when I look back at what we wanted for him and for our family, we've achieved all of it.

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<v Speaker 3>But we had to take a risk and we had to do things that many people wouldn't do in life.

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<v Speaker 3>And I think for us that's how I define success the ability to get there.

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<v Speaker 3>It's by being very intentional with your actions and your decisions and your goals.

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<v Speaker 2>Got it.

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<v Speaker 2>So if if you were to look at then the relationship between failure and success, how do you see that working?

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<v Speaker 2>I mean, ken, does failure teach success?

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<v Speaker 2>Where's your theory on failure and success coming together?

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<v Speaker 3>Yeah, I think failure is an important component of success.

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<v Speaker 3>Now, not all people have to fail a lot in life to be successful.

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<v Speaker 3>I know that.

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<v Speaker 3>But I liken it to this I have.

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<v Speaker 3>I run a lot of Facebook ads and Facebook ads is a microcosm of real life and it is.

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<v Speaker 3>If you put a Facebook ad up, half the time it will be successful and the other half it will fail.

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<v Speaker 3>Now what do you do at that point when it fails?

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<v Speaker 3>When I first started, I used to get depressed and down and this isn't working.

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<v Speaker 3>And but now, with a lot of experience, I know that within three or four days I can have that campaign running and I go through a process.

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<v Speaker 3>I learn from the failure.

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<v Speaker 3>I have a look and see, look at the data, I make a change and I run it again.

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<v Speaker 3>And then I make another change and I run it again and I learn from the past failure for that campaign and then I get the campaign working.

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<v Speaker 3>Now a lot of people who run Facebook ads just give up.

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<v Speaker 3>They're like this isn't going to work and they say Facebook doesn't work.

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<v Speaker 3>But I know I've seen it happen over and over again where I've taken a failure and made it to success, and I think I'm really blessed because some people in life, when they fail, it takes them three months, three years to get back to see success.

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<v Speaker 3>But on a weekly basis I'm seeing failure turn to success with Facebook ads, and when you see that right over and over again, when you see something that doesn't work become flourishing, you start to realize that, yeah, failure isn't a bad thing.

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<v Speaker 3>Failure is something that you use to find success and I think I'm really blessed to be in that environment for almost a daily basis, and I just wish that a lot of people could understand that that failure and success are intricately linked and whenever there's a failure, you can always bring a success out.

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<v Speaker 2>Do you think that that takes a certain mindset to do that, or is that something that's just natural to you, or do people have to learn that mindset?

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<v Speaker 3>I think you need to learn it.

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<v Speaker 3>I think I had to learn because I remember when I first started running ads I was very negative.

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<v Speaker 3>I was always down, my emotions were up and down.

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<v Speaker 3>It was a very tough business to be in and now I'm even keel.

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<v Speaker 3>I have.

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<v Speaker 3>But I do workshops with business owners and they're live Like they're on.

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<v Speaker 3>I was on one this morning and they're all there and I teach them the right ads and half of those ads aren't going to work.

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<v Speaker 3>And I'm in a public forum where I've told them what to do and the ads fail.

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<v Speaker 3>And they come to me and they're a little upset.

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<v Speaker 3>They're like no, it's not working, like we've got all this time and it's not working.

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<v Speaker 3>And at that point in front of an audience I can crumble or I can say it's okay, let's just make a change.

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<v Speaker 3>And I've learned over time in that forum to not start sweating and get upset.

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<v Speaker 3>I just know it's a matter of time.

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<v Speaker 3>If I make this change, I get that result, if I make this change.

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<v Speaker 3>And it's amazing how those calls used to stress me out and now there's zero stress.

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<v Speaker 3>I've learned how to embrace failure and to use it and to know how to deal with it to lead to success.

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<v Speaker 2>You're on the Big Success podcast.

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<v Speaker 2>I'm Brad Sugars.

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<v Speaker 2>We're going to be back and Marlon is going to take us through video marketing, Facebook advertising.

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<v Speaker 2>We're going to get into some of the deep dive secrets.

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<v Speaker 1>In instant repeat business, brad Sugars shows you how to cultivate a big base of loyal customers who buy, buy and buy again.

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<v Speaker 1>It's packed with methodologies and strategies that will help any business owner attract and keep loyal customers.

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<v Speaker 1>Pick up your copy of instant repeat business today.

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<v Speaker 2>We're back.

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<v Speaker 2>Big success, Marlon.

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<v Speaker 2>Let's start with video marketing, because content marketing it's all the rage.

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<v Speaker 2>What are some of the secrets to doing great video marketing?

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<v Speaker 3>I think one of the secrets that I found and about everything I teach and I do, I always do myself and I consistently do what I found with me is one of the secrets with video is to be consistent and to just do it.

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<v Speaker 3>I think so many people I'm just guessing, but maybe the top 1% or 5% of businesses actually use video.

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<v Speaker 3>If you just do it, you're already ahead.

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<v Speaker 3>One of the secrets that I found with video content is that if you teach and you educate your audience, then people will find that content.

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<v Speaker 3>If you answer questions that they're looking for on Google or on YouTube, then they find it and they start to binge watch your content.

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<v Speaker 3>If you niche down, if you create a whole bunch of videos on one topic that a small group of people really find important or answers their problems, they will find those videos when they watch the first, the second, the fourth, the 10th video, because people are trying to binge watch now through Netflix.

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<v Speaker 3>They actually see you as an authority.

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<v Speaker 3>It's amazing how small businesses see we always liken ourselves to MrBeast, the biggest YouTuber in the world.

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<v Speaker 3>Can I achieve that?

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<v Speaker 3>To do perfect All these big Dary V?

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<v Speaker 3>We say could I be as good as them.

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<v Speaker 3>You don't have to be to be successful in video.

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<v Speaker 3>What you have to do is say who is my target audience, who is the person that could be a client.

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<v Speaker 3>Make videos just for them and don't go for views and subscribers.

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<v Speaker 3>Go for a small group of people who could be clients that could pay you thousands of dollars.

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<v Speaker 3>One of the things that I love telling this story because I have four boys and I've let them start YouTube channels.

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<v Speaker 3>We restrict them with social media for various reasons.

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<v Speaker 3>They have YouTube channels and one of them has more subscribers than me because he does Fortnite games.

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<v Speaker 3>They were making fun of me one day at dinner.

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<v Speaker 3>They're saying Dad, you've been doing this for years and look, he has more subscribers than you.

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<v Speaker 3>I got a little offended.

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<v Speaker 3>I'm like wait a minute, this is right, they shouldn't be doing that to me.

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<v Speaker 3>Then I thought to myself they're having a lot of fun making fun of me.

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<v Speaker 3>Then there's a great movie called Ferris Bueller's Day off, I think they say in there the line is don't get mad, get even.

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<v Speaker 3>I said to them okay, boys, you may have more subscribers.

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<v Speaker 3>How much money have you made from your channel?

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<v Speaker 3>None, dad, because I have to get 4,000 views or subscribers and all these numbers and I'm like do you know how much I've made?

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<v Speaker 3>They're like, well, how much.

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<v Speaker 3>I said the food you're eating has come from the videos on my YouTube channel.

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<v Speaker 3>I said I've made hundreds of thousands of dollars because I don't care about subscribers, because my watchers, the people who watch, actually pay me money, boys.

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<v Speaker 3>I felt really powerful at that point, brad.

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<v Speaker 3>I felt like I destroyed the boys and they didn't have a comeback.

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<v Speaker 3>It's vanity metrics.

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<v Speaker 3>Vanity metrics amounts.

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<v Speaker 3>I'm not saying that you shouldn't achieve what more.

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<v Speaker 3>I'm just saying you don't have to.

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<v Speaker 3>If you do it right, you don't have to.

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<v Speaker 3>Many small business owners, brad, don't have the capacity to grow a massive YouTube channel, but they do have the capacity to grow a powerful YouTube channel for their business.

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<v Speaker 3>That's what I'm all about.

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<v Speaker 2>Let's talk about the actual videos.

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<v Speaker 2>What are some of the things that we need to make sure we're doing for our videos to be getting the views and then bringing us the customers too?

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<v Speaker 3>Yeah, I think the most important thing that I found with my videos when I started being successful is I will always talk to the problems that my prospects have and show them how to solve those problems.

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<v Speaker 3>There's a great quote by a psychologist called White Woodsmoon.

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<v Speaker 3>It says if you can articulate someone's problem better than they can, they'll automatically and unconsciously credit you with having the solution.

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<v Speaker 3>I heard that quote about 10 years ago.

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<v Speaker 3>I've actually designed my whole business and marketing around that quote.

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<v Speaker 3>Every video I create, every Facebook ad I create, every marketing material I create, I always say what is the problem that my client has?

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<v Speaker 3>Then I go and try and describe it so well that they say to themselves he must have the solution.

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<v Speaker 3>It's like a doctor, right?

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<v Speaker 3>You go to a doctor and they say does it hurt when I touch here?

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<v Speaker 3>Does it hurt when you lift your arm?

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<v Speaker 3>Does it hurt?

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<v Speaker 3>They describe the pain so well.

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<v Speaker 3>You think, well, this guy must have the answer.

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<v Speaker 3>Then they give you this medication that'll probably kill you in 10 years and you take it anyway.

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<v Speaker 3>So doctors have authority, because doctors ask good questions and doctors speak to pain.

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<v Speaker 3>That's what we need to do in our videos.

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<v Speaker 3>We need to say what's the problem?

00:15:53.847 --> 00:15:55.758
<v Speaker 3>Then we help them solve the problem.

00:15:55.869 --> 00:15:58.687
<v Speaker 3>In the video there's a script you can use for that.

00:15:58.687 --> 00:15:59.471
<v Speaker 3>It's very easy.

00:15:59.471 --> 00:16:01.076
<v Speaker 3>Once you have a script, it's a formula.

00:16:01.076 --> 00:16:10.951
<v Speaker 3>Then at the end of every video, brad, I always ask people if you need help with that, book a strategy call with me and then we'll go through these things.

00:16:10.951 --> 00:16:14.198
<v Speaker 3>I turn it from a sales meeting into a workshop.

00:16:14.198 --> 00:16:21.371
<v Speaker 3>I've had so many people who book appointments in my calendar, brad, and they say to me I say, why did you book the call?

00:16:21.371 --> 00:16:24.799
<v Speaker 3>They say, marlon, every video you create you say book an appointment.

00:16:24.799 --> 00:16:26.793
<v Speaker 3>I booked an appointment.

00:16:26.793 --> 00:16:34.835
<v Speaker 3>I always laugh because I think, well, I thought they would have booked the appointment because they saw value.

00:16:34.835 --> 00:16:36.841
<v Speaker 3>It actually makes a difference to people.

00:16:36.841 --> 00:16:40.679
<v Speaker 3>They can be saying it if they watch the video all the way through.

00:16:41.311 --> 00:16:42.614
<v Speaker 2>Yeah, yeah, I gotta love that.

00:16:42.614 --> 00:16:45.379
<v Speaker 2>All right, let's talk about, then, advertising.

00:16:45.379 --> 00:16:49.159
<v Speaker 2>You spend a ton of money of your own, but also other people's money.

00:16:49.159 --> 00:16:52.270
<v Speaker 2>You invest on their behalf in Facebook advertising.

00:16:52.270 --> 00:16:56.557
<v Speaker 2>What is it that you love about Facebook from an advertising perspective?

00:16:58.683 --> 00:17:08.769
<v Speaker 3>Yeah, facebook is so powerful it's probably the number one platform on the planet that's affordable for small business and business owners to use but super powerful because it has almost 3 billion people on it.

00:17:08.769 --> 00:17:23.439
<v Speaker 3>I think the reason I love it so much is because, if you know how to use it and you know about what I talked about before describing people's pain point, showing them a solution on Facebook, you have access to almost everybody.

00:17:23.439 --> 00:17:28.092
<v Speaker 3>And a lot of people say to me, marlon, but I'm in B2B and I deal with CEOs.

00:17:28.092 --> 00:17:29.651
<v Speaker 3>They're not on Facebook.

00:17:29.651 --> 00:17:30.578
<v Speaker 3>I should use LinkedIn.

00:17:30.578 --> 00:17:33.946
<v Speaker 3>And I say, well, linkedin doesn't work with ads, not now.

00:17:33.946 --> 00:17:34.367
<v Speaker 3>It doesn't.

00:17:34.367 --> 00:17:35.391
<v Speaker 3>Do you know why?

00:17:35.391 --> 00:17:36.333
<v Speaker 3>And I say why?

00:17:36.333 --> 00:17:44.288
<v Speaker 3>And I say because the average person spends 40 minutes to an hour a day on Facebook and the average person spends about half an hour a month on LinkedIn.

00:17:44.288 --> 00:17:50.884
<v Speaker 3>So, although LinkedIn is perfect for B2B, it's got all your prospects on there, but they're just not visiting it.

00:17:50.884 --> 00:17:55.309
<v Speaker 3>So when you show ads, it's very expensive and you get very low throughput.

00:17:55.980 --> 00:17:58.949
<v Speaker 3>But Facebook, that CEO is he not a father?

00:17:58.949 --> 00:18:00.384
<v Speaker 3>Is he not a husband?

00:18:00.384 --> 00:18:03.125
<v Speaker 3>Is he not a human being?

00:18:03.125 --> 00:18:17.559
<v Speaker 3>And a lot of them are on Facebook because their families are on Facebook and also, although they don't do business on Facebook, they do life on Facebook, and so when you put an ad that speaks to his problem that he's having in his business right now, he thinks you have the solution.

00:18:17.559 --> 00:18:22.981
<v Speaker 3>You click the ad and you'll follow through, and that's why I think Facebook is so powerful For my business.

00:18:22.981 --> 00:18:24.508
<v Speaker 3>Personally, I've grown my business.

00:18:24.508 --> 00:18:37.368
<v Speaker 3>You know, brad, I am an Australian and 80% of my client base is in America and I've actually never stepped foot in America, and the reason is because they've all come through Facebook ads.

00:18:37.368 --> 00:18:40.248
<v Speaker 3>They've all come through Facebook ads.

00:18:40.248 --> 00:18:42.846
<v Speaker 3>All my clients were, and now I get referrals.

00:18:42.846 --> 00:18:49.209
<v Speaker 3>But I've grown that myself, using the strategies I teach, and I couldn't have done it without Facebook, yeah.

00:18:50.119 --> 00:18:57.222
<v Speaker 2>So let's take a look at the ads themselves, defining the key thing as a major part of it what else makes the ads work?

00:19:01.463 --> 00:19:03.109
<v Speaker 3>I think your attitude is a big thing.

00:19:03.109 --> 00:19:06.799
<v Speaker 3>There's a couple of things, but there are different types of ads.

00:19:06.799 --> 00:19:17.392
<v Speaker 3>Like, if you look at online marketing, it's important to understand the journey people have to go through, and so what I use Facebook for is to build a database of people who could be prospects.

00:19:17.392 --> 00:19:22.539
<v Speaker 3>And so the first step in online marketing is actually how do you build a database of people who could be clients?

00:19:22.539 --> 00:19:29.943
<v Speaker 3>And that database could be a Facebook retargeting audience, it could be an email list, it could be a Facebook group right, but you've got a group of people.

00:19:29.943 --> 00:19:36.065
<v Speaker 3>Then the key is to say how do I get that person who's a prospect, could be a client, to actually book an appointment?

00:19:36.065 --> 00:19:38.005
<v Speaker 3>And that's where you make your money.

00:19:38.025 --> 00:19:48.099
<v Speaker 3>Brad, if you can figure out how to get someone from a lead to an appointment, you'll make millions of dollars, and that's where most people fall over and that's where you start.

00:19:48.099 --> 00:19:49.967
<v Speaker 3>You know it's easy to generate leads on Facebook.

00:19:49.967 --> 00:19:57.087
<v Speaker 3>I can put up an ad tomorrow and I can generate lots of leads, but can I get that lead to book an appointment?

00:19:57.087 --> 00:20:01.989
<v Speaker 3>And that's the key with Facebook and there's many things you have to do with that.

00:20:01.989 --> 00:20:05.288
<v Speaker 3>So, typically on Facebook, I will offer something for free.

00:20:05.288 --> 00:20:09.345
<v Speaker 3>That's an easy opt-in, but I always get the phone number.

00:20:09.345 --> 00:20:11.263
<v Speaker 3>And why do I get the phone number?

00:20:11.263 --> 00:20:12.528
<v Speaker 3>Because I want to call them.

00:20:12.528 --> 00:20:20.730
<v Speaker 3>You know, I think it's a vanity metric when you say I have a thousand people in my database and you can email them for the next 10 years and none of them become clients.

00:20:20.730 --> 00:20:27.887
<v Speaker 3>But if you have 100 people in your database and you have the phone number and you call each person, you'll probably make three sales instantly.

00:20:28.819 --> 00:20:34.531
<v Speaker 3>And so the key is to combine online marketing with old school sales and marketing.

00:20:34.531 --> 00:20:39.910
<v Speaker 3>You know, and that's why I've been successful, I've had the ability because I used to be a salesman marketing manager.

00:20:39.910 --> 00:20:50.784
<v Speaker 3>When I left the construction industry, I became the salesman marketing manager of a software development company and I was measured, not on marketing, brad, I was measured on sales.

00:20:50.784 --> 00:20:54.287
<v Speaker 3>Even though I was the marketing manager, my CEO didn't care about marketing.

00:20:54.287 --> 00:21:02.008
<v Speaker 3>We used to sell deals that were half a million to a million dollar software deals and he never said to me once, marlon, how's the marketing going?

00:21:02.008 --> 00:21:05.269
<v Speaker 3>He always said Marlon, how many sales have you made?

00:21:05.779 --> 00:21:14.328
<v Speaker 3>So I learned very quickly that marketing is there to generate leads and sales is there to close those leads, to convert those leads into sales.

00:21:14.328 --> 00:21:20.185
<v Speaker 3>So I know that even if you are not great at marketing, but you can call, call, you can actually make sales.

00:21:20.185 --> 00:21:22.199
<v Speaker 3>That's how I get the images in.

00:21:22.199 --> 00:21:26.496
<v Speaker 3>It's not as important as sales, even though I'm a marketer like my whole business is marketing.

00:21:26.496 --> 00:21:30.632
<v Speaker 3>But I think I do well, brad is because I understand that marketing is not the most important thing.

00:21:30.632 --> 00:21:43.102
<v Speaker 3>Sales is the most important thing, and Because I understand that everything I do in lead generation on marketing I follow up with the sales process to convert them Love it.

00:21:43.723 --> 00:21:46.530
<v Speaker 2>So let's just throw a little bit on AI in here.

00:21:46.530 --> 00:21:57.673
<v Speaker 2>You know you have some amazing AI tools in In your agency and Voyager, where people can create video that you, then the AI splits it up and does all that stuff.

00:21:57.673 --> 00:22:03.526
<v Speaker 2>I just want to do a little bit of, before we get into using AI, mentality towards AI.

00:22:03.526 --> 00:22:06.740
<v Speaker 2>I think a lot of people are scared of it or not sure of it at this stage.

00:22:06.740 --> 00:22:07.080
<v Speaker 2>What?

00:22:07.080 --> 00:22:09.730
<v Speaker 2>What are your thoughts on what it's going to do and where it's going to go?

00:22:11.981 --> 00:22:13.607
<v Speaker 3>Yeah, look, I I think it's like.

00:22:13.607 --> 00:22:21.859
<v Speaker 3>It's like most things in life when it's new, people are scared and then when they get to use it, they realize it's not as bad as what they thought it was, you know.

00:22:21.859 --> 00:22:25.140
<v Speaker 3>And so with AI, I'm actually very excited about it.

00:22:25.140 --> 00:22:30.152
<v Speaker 3>Look, my industry marketing is the industry that will potentially be decimated by AI.

00:22:30.152 --> 00:22:32.444
<v Speaker 3>Ai is perfect for marketing.

00:22:32.444 --> 00:22:35.172
<v Speaker 3>It writes Facebook ads now better than most people can write them.

00:22:35.172 --> 00:22:37.645
<v Speaker 3>It does video, creates videos.

00:22:37.645 --> 00:22:38.288
<v Speaker 3>It does everything.

00:22:38.327 --> 00:22:39.211
<v Speaker 3>Am I scared?

00:22:39.211 --> 00:22:52.632
<v Speaker 3>Not in the least, because I see my job now is to use AI to take my intellectual property and to Go faster, do a better quality job and scale to more clients.

00:22:52.632 --> 00:22:56.828
<v Speaker 3>And as a business owner, you shouldn't be scared of AI.

00:22:56.828 --> 00:23:08.026
<v Speaker 3>You should be answering those questions how can I use AI to do my job faster, to have a better quality product or service and to reach more people?

00:23:08.026 --> 00:23:11.519
<v Speaker 3>And if you have that mentality, you can see how AI can actually make you more money.

00:23:11.981 --> 00:23:16.987
<v Speaker 3>But if you have the alternate Uh, you know attitude where you're like, well, what if my job?

00:23:16.987 --> 00:23:18.570
<v Speaker 3>I lose my job, I lose the industry?

00:23:18.570 --> 00:23:20.193
<v Speaker 3>I can't think like that, brad.

00:23:20.193 --> 00:23:33.263
<v Speaker 3>You know it's coming and what I've done is I've taken my intellectual property that I've used and I've converted into an AI app and we literally do that.

00:23:33.263 --> 00:23:35.750
<v Speaker 3>We literally have a better quality service.

00:23:35.750 --> 00:23:45.253
<v Speaker 3>We do it in a fraction of the time and we can now reach more people, and that is much more lucrative than doing it without AI.

00:23:45.253 --> 00:23:48.165
<v Speaker 3>But that's the mentality business owners have to have.

00:23:48.165 --> 00:23:55.085
<v Speaker 3>They have to think of it, of how can I use it to make my business better and more effective.

00:23:56.201 --> 00:23:57.505
<v Speaker 2>You're on the big success podcast.

00:23:57.505 --> 00:23:58.910
<v Speaker 2>I'm Brad sugar, so we're going to be back.

00:23:58.910 --> 00:24:04.140
<v Speaker 2>Marlon's going to talk to us about scaling your marketing when we get back going from good to great.

00:24:05.122 --> 00:24:12.682
<v Speaker 4>Marlon marisia started his career by leading his family's construction business until he decided to drastically change industries and move into it.

00:24:12.682 --> 00:24:16.990
<v Speaker 4>Today, marlon is an expert in online lead generation and video marketing.

00:24:16.990 --> 00:24:21.367
<v Speaker 4>To learn more about marlon marisia, please visit marlon marisiacom.

00:24:22.400 --> 00:24:32.559
<v Speaker 2>And we're back marlin, I want to talk about scale on marketing, because a lot of people will get a facebook ad Doing something and then they just can't scale it.

00:24:32.559 --> 00:24:37.992
<v Speaker 2>What's the difference between marketing that is okay and marketing that really scales?

00:24:41.361 --> 00:24:44.720
<v Speaker 3>Yeah, I think you need to have a very clear objective of what you're trying to accomplish.

00:24:44.720 --> 00:24:53.090
<v Speaker 3>It's amazing about how many people I speak to and I say, um, they're doing some sort of marketing and I say, well, what's the outcome, what do you want from that?

00:24:53.090 --> 00:24:54.564
<v Speaker 3>And they're like I don't know.

00:24:54.564 --> 00:24:57.692
<v Speaker 3>Like I'm, I'm running the ad and people are coming to the website.

00:24:57.692 --> 00:25:00.059
<v Speaker 3>I'm like so, so what are they going to do when they get there?

00:25:00.059 --> 00:25:03.407
<v Speaker 3>And they're like I don't, I'm not sure.

00:25:03.407 --> 00:25:04.450
<v Speaker 3>Are they going to sign up?

00:25:04.450 --> 00:25:05.873
<v Speaker 3>They're like I guess they'll buy.

00:25:05.873 --> 00:25:07.261
<v Speaker 3>Well, they're not going to buy.

00:25:07.261 --> 00:25:09.767
<v Speaker 3>Just sending people to the website isn't going to buy.

00:25:09.826 --> 00:25:21.372
<v Speaker 3>And when you're running an ad where there is no um Clear path a client has to take to make a sale, then what you'll do is spend money and eventually just stop spending money because it doesn't work.

00:25:21.372 --> 00:25:32.346
<v Speaker 3>And so the the key to scaling and really making this thing work is to say what is the clear path that someone has to go through to actually See an ad and become a client?

00:25:32.346 --> 00:25:35.570
<v Speaker 3>And so a good example is this I always start.

00:25:35.570 --> 00:25:37.579
<v Speaker 3>I love Stephen Covey says start with the end in mind.

00:25:37.579 --> 00:25:39.546
<v Speaker 3>So with an ad, I start with the end in mind.

00:25:39.546 --> 00:25:41.151
<v Speaker 3>I say what do I actually want from this ad?

00:25:41.151 --> 00:25:43.665
<v Speaker 3>And we say we want to sale.

00:25:43.886 --> 00:25:45.090
<v Speaker 3>Well, what's the step before that?

00:25:45.090 --> 00:25:48.489
<v Speaker 3>Well, the step before that is a sales meeting where we give the proposal.

00:25:48.489 --> 00:25:49.571
<v Speaker 3>Well, what's the step before that?

00:25:49.571 --> 00:25:50.943
<v Speaker 3>It's an initial meeting.

00:25:50.943 --> 00:25:52.670
<v Speaker 3>What's what's the step before that?

00:25:52.670 --> 00:25:53.934
<v Speaker 3>It's a phone call.

00:25:53.934 --> 00:25:55.420
<v Speaker 3>Or what's the step before that?

00:25:55.420 --> 00:25:57.846
<v Speaker 3>It's a lead with a phone number.

00:25:58.127 --> 00:25:59.310
<v Speaker 3>And what's the step before that?

00:25:59.310 --> 00:26:00.884
<v Speaker 3>It's a Facebook ad.

00:26:00.884 --> 00:26:13.108
<v Speaker 3>So the Facebook ad needs to give me the ability to get a phone number so I can call the person, so I can book them into the first call, so I can book them into a proposal call, so I can close them into a client.

00:26:13.108 --> 00:26:20.819
<v Speaker 3>And when you build that path out and your ad isn't working and you're not getting even a phone number, you change the ad.

00:26:20.819 --> 00:26:27.233
<v Speaker 3>Then, when you get the ad working and you're getting phone numbers, but the quality of the lead they're not the right people.

00:26:27.233 --> 00:26:34.430
<v Speaker 3>You change the ad so it is the right people and then when you get them on the call and you book the first meeting, we're not a sales problem.

00:26:34.430 --> 00:26:43.058
<v Speaker 3>That's how I've been able to scale and to build my own business as well as others, because I don't just think of marketing.

00:26:43.058 --> 00:26:45.104
<v Speaker 3>Like I said before, I think of the end goal.

00:26:45.104 --> 00:26:46.507
<v Speaker 3>The end goal is always sale.

00:26:46.615 --> 00:26:52.607
<v Speaker 2>Well, I want to talk to you because a lot of people look at marketing as, I guess, more hunting.

00:26:52.607 --> 00:26:55.523
<v Speaker 2>You seem to have a much more farming approach to it.

00:26:55.523 --> 00:26:58.123
<v Speaker 2>Get them, talk to them, build a relationship.

00:26:58.123 --> 00:27:01.804
<v Speaker 2>Why do you go for more of a farming approach than that hunting approach?

00:27:05.922 --> 00:27:07.926
<v Speaker 3>The reason is because I'm a marketer.

00:27:07.926 --> 00:27:13.586
<v Speaker 3>So you know I, if I'm honest, I think there's a much easier way to grow a business.

00:27:13.586 --> 00:27:21.336
<v Speaker 3>It's gut wrenching, it's difficult, it's not fun, but it's cold calling If you want to grow a business.

00:27:21.336 --> 00:27:23.884
<v Speaker 3>Pretty fast, you get a list of companies and you just call them.

00:27:23.884 --> 00:27:27.743
<v Speaker 3>Now I know, brad, you've had a lot of experience with cold calling right, and you know it works.

00:27:27.743 --> 00:27:29.440
<v Speaker 3>But why did we stop doing it?

00:27:29.440 --> 00:27:35.795
<v Speaker 3>Because, yeah, and the reason people don't do it now is because it's difficult.

00:27:35.795 --> 00:27:38.022
<v Speaker 3>You know, we're in a world where everyone wants something easy.

00:27:38.022 --> 00:27:40.843
<v Speaker 3>They want the easy path, but there is no easy path.

00:27:40.843 --> 00:27:48.038
<v Speaker 3>But the reason why I have this farming mentality is because I know the number one thing I can do is to just call.

00:27:48.038 --> 00:27:50.925
<v Speaker 3>I know that, I admit it and I deal with it.

00:27:50.925 --> 00:27:58.203
<v Speaker 3>But the next approach is to generate the lead and then, once you have the lead, you have to actually get them on the call.

00:27:58.555 --> 00:28:14.104
<v Speaker 3>And because I'm a marketer and I'm very good online, I figured out ways to touch people, to speak into their life or their business using online tools where I don't have to do it personally and then what happens is over time, because I'm doing it on mass people.

00:28:14.104 --> 00:28:16.978
<v Speaker 3>Just drop into my calendar so you know when I.

00:28:16.978 --> 00:28:22.897
<v Speaker 3>So what I basically do is, once someone comes into my database, I'll send them a weekly email, so I'll record a video.

00:28:22.897 --> 00:28:27.047
<v Speaker 3>I'll take that video and repurpose it into a weekly email.

00:28:27.047 --> 00:28:28.090
<v Speaker 3>I send that every week.

00:28:28.090 --> 00:28:29.075
<v Speaker 3>Now they're seeing me.

00:28:29.075 --> 00:28:31.663
<v Speaker 3>I may not be watching the video, but they're seeing my name.

00:28:31.663 --> 00:28:43.863
<v Speaker 3>Secondly, I'll take that video, I'll put it on Facebook as a retargeting ad and I'll show it to anyone on my email list, anyone in my visits my website, anyone that likes my pages or anyone that watches a previous video.

00:28:43.863 --> 00:28:51.141
<v Speaker 3>Now, every week, when that person who's on my list goes to Facebook, they're seeing me teach them about all their problems and how to solve them.

00:28:52.163 --> 00:28:57.424
<v Speaker 3>I then take that video, I put it on YouTube, I put it on the blog and they have an opportunity to find me on YouTube.

00:28:57.424 --> 00:29:08.661
<v Speaker 3>And finally, I put it all over social media, my LinkedIn profile, and so now I'm touching them on LinkedIn, maybe Facebook, maybe through an ad, maybe through an email, and all of that is automated.

00:29:08.661 --> 00:29:10.520
<v Speaker 3>I don't have to do that manually.

00:29:10.520 --> 00:29:20.866
<v Speaker 3>But you know, what happens over time is that when that person has watched me so many times over three to six months and they book a call, their roles are reversed.

00:29:21.015 --> 00:29:24.220
<v Speaker 3>I'm not selling to them anymore, they're selling themselves to me.

00:29:24.220 --> 00:29:29.695
<v Speaker 3>They kind of see me as someone who's known and a bit of a celebrity to them, not to the world.

00:29:29.695 --> 00:29:39.538
<v Speaker 3>I'm a celebrity to a very small amount of people and so I find that those deals actually come in a lot quicker than deals where someone is cold to me.

00:29:39.538 --> 00:29:42.403
<v Speaker 3>I get a lead from Facebook and they book straight away.

00:29:42.403 --> 00:29:44.039
<v Speaker 3>That person's very hard to sell.

00:29:44.039 --> 00:29:50.640
<v Speaker 3>But if I get a lead and they in my database for three months and then they book, that person's much easier to sell to.

00:29:51.643 --> 00:29:56.164
<v Speaker 2>Yeah, I do love that thought of I'm famous to the right group of people type thing.

00:29:56.164 --> 00:30:04.205
<v Speaker 2>Whenever my kids I got some very famous musician buddies and stuff, my kids see them and go yeah, they're super famous, everyone comes up to them.

00:30:04.205 --> 00:30:10.160
<v Speaker 2>When someone comes up to me in an airport or at a Disney world and they're like dad, how does that person know you?

00:30:10.160 --> 00:30:12.943
<v Speaker 2>I was like you know, I've written 18 books.

00:30:12.943 --> 00:30:18.943
<v Speaker 2>Kid and dad's quite famous in his area, they'd be like no, no, no, no, it doesn't work that way.

00:30:18.943 --> 00:30:30.162
<v Speaker 2>But I want to talk about then, if you look at success in marketing, what's your definition of successful marketing?

00:30:31.798 --> 00:30:32.922
<v Speaker 3>Yeah, that's a great question.

00:30:32.922 --> 00:30:48.967
<v Speaker 3>Look, I think successful marketing is when you can generate, get someone who knows who wants your product and then get them to book an appointment in a service-based business.

00:30:48.967 --> 00:30:58.118
<v Speaker 3>If it's a product-based business, it's to buy the product right, but really it's about finding someone who could be a client and then getting them to take the next step.

00:30:58.118 --> 00:30:58.916
<v Speaker 3>I think that's all.

00:30:58.916 --> 00:31:06.535
<v Speaker 3>Marketing is what we tend to have in marketing a whole bunch of marketers who think branding is important.

00:31:06.535 --> 00:31:11.102
<v Speaker 3>Now, if you're a Coca-Cola, of course branding is important, but most of us aren't Coca-Cola.

00:31:11.102 --> 00:31:17.221
<v Speaker 3>We don't have the budget and we don't have our product in every service station and every supermarket where people can just buy it.

00:31:17.221 --> 00:31:18.596
<v Speaker 3>Every five minutes they can buy it.

00:31:20.154 --> 00:31:24.925
<v Speaker 3>Success in marketing for me isn't about branding and just getting people to see us.

00:31:24.925 --> 00:31:27.220
<v Speaker 3>It's getting people to trust us.

00:31:27.220 --> 00:31:38.722
<v Speaker 3>I think for me, that's helped me in my businesses because I haven't wasted time and energy on marketing strategies that are just vanity metrics.

00:31:38.722 --> 00:32:01.882
<v Speaker 3>When it comes to social media, you can see that I do social media, but I put my faith in my立しかと, in email marketing, in lead generation, in Facebook retargeting, and so I do those things because you'd have to do them, but I don't think that I'm just going to get a new client worth $20,000 from a Facebook post.

00:32:01.882 --> 00:32:06.280
<v Speaker 3>I include it in the strategy, but I know where it's going to come from.

00:32:06.280 --> 00:32:10.079
<v Speaker 3>It's going to come from those hard hitting marketing strategies.

00:32:10.210 --> 00:32:17.817
<v Speaker 2>My own final question in your life, what is sort of the best advice or the best quote you ever heard on the subject to success?

00:32:19.451 --> 00:32:28.239
<v Speaker 3>Yeah, I think probably the best one that stuck with me the longest was I went to an event by myself when I was about 20 and it was Zig Ziglar.

00:32:28.239 --> 00:32:30.355
<v Speaker 3>I had no idea who he was and he was.

00:32:30.355 --> 00:32:32.500
<v Speaker 3>He changed my life.

00:32:32.500 --> 00:32:35.159
<v Speaker 3>That one talk just watching him as a human being.

00:32:35.159 --> 00:32:41.474
<v Speaker 3>But he said in that you can have anything in life you want if you just help as many people get what they want in life.

00:32:42.150 --> 00:32:46.576
<v Speaker 3>And you know, I've been in service-based businesses my whole life and I took that to heart.

00:32:46.576 --> 00:32:50.579
<v Speaker 3>I'm a bit of a stickler, brad, so I'll see something and I'll just do it.

00:32:50.579 --> 00:32:54.259
<v Speaker 3>And my whole life I've just tried to serve people.

00:32:54.259 --> 00:32:57.395
<v Speaker 3>And I've got a client that you know.

00:32:57.395 --> 00:33:02.615
<v Speaker 3>They came to me and I knew they were a great client and I never sold them once.

00:33:02.615 --> 00:33:03.417
<v Speaker 3>I just served them.

00:33:03.718 --> 00:33:04.601
<v Speaker 3>I just said what do you need?

00:33:04.601 --> 00:33:06.536
<v Speaker 3>And at the end of the call I said see ya.

00:33:06.536 --> 00:33:13.538
<v Speaker 3>And then I called them back, said what do you need, booked a call and at the end of it I said do you need anything else?

00:33:13.538 --> 00:33:16.498
<v Speaker 3>They said no, I never once put a proposal.

00:33:16.498 --> 00:33:24.375
<v Speaker 3>They even talked about me working with them and then they came back to me a couple of months later and said Marlon, we need you, just tell us what you can do for us.

00:33:24.375 --> 00:33:25.816
<v Speaker 3>Now that was just service.

00:33:25.816 --> 00:33:40.497
<v Speaker 3>I just knew that if I could serve that client, that particular client I don't do that with everyone, but with that client I just knew that service and I really do believe that in a service-based business, just help your clients, try to achieve their goals and your dreams come true too.

00:33:42.369 --> 00:33:43.573
<v Speaker 2>You're on the Big Success podcast.

00:33:43.573 --> 00:33:44.596
<v Speaker 2>This is Marlon.

00:33:44.596 --> 00:33:45.417
<v Speaker 2>He's amazing.

00:33:45.417 --> 00:33:46.380
<v Speaker 2>Check the show notes.

00:33:46.380 --> 00:33:48.778
<v Speaker 2>We'll be back next week with more of your success.

00:33:48.778 --> 00:33:51.416
<v Speaker 2>And that's the Big Success podcast for today.

00:33:51.416 --> 00:33:58.401
<v Speaker 2>Hopefully, you took a lot of notes, learned a whole bunch and, if you need to go re-listen to it, we dropped a lot of information right there today.

00:33:58.401 --> 00:34:03.465
<v Speaker 2>Big Success is what it's all about and, by the way, if you haven't subscribed, hit that subscribe button.

00:34:03.465 --> 00:34:07.498
<v Speaker 2>So you're here with us every single week on the Big Success podcast.

00:34:07.498 --> 00:34:08.300
<v Speaker 2>I'm Brad Sugars.

00:34:08.300 --> 00:34:08.940
<v Speaker 2>That's BS.

00:34:08.940 --> 00:34:10.956
<v Speaker 2>Big Success is what we're shooting for.

00:34:10.956 --> 00:34:13.637
<v Speaker 2>Check the show notes for all the links.

00:34:13.637 --> 00:34:16.478
<v Speaker 2>Make sure you follow through, keep learning, keep coming back.

00:34:16.478 --> 00:34:20.760
<v Speaker 2>Oh, and, by the way, share this with any of your friends who you know are up for success.

00:34:20.760 --> 00:34:23.391
<v Speaker 2>I'll see you next week on the Big Success podcast.