Last post, I talked about how LegallyBlonde must be legally insane to commit so many marketing mishaps.
Today, we’ve got a brilliant real estate investor on the gurney and we’re wheeling him on down to the examination table.
For the purpose of this exam, we’ll refer to him as Guy Smiley.
Guy Smiley’s been at the real estate investment game for about 7 years, but he’s still fairly new to the info marketing dance.
So far, he’s proving to be far better at building his portfolio than he is at crafting marketing campaigns.
While one of his sins is to fall short in the same way LegallyBlonde did (broken links, 404 checkout pages), I’m afraid Guy Smiley’s problem is a little more nefarious.
For one thing, his marketing is just a little too…shall we say, hypey?
Not only that, but he believes he’s entitled to a sleepover on the first date.
Oh, and there’s also the blatant “borrowing” of sales techniques (being generous here).
Here’s the thing — I’ve been in marketing long enough to have studied many great minds…
…to the point where, when I read your copy, I can usually guess who you studied copywriting from.
In Guy Smiley’s case, his influence was Russell Brunson, the founder of ClickFunnels.
Here’s the thing about emulating who you study in marketing — if done wrong (which is most often the case), it can blow up in your face really, really bad.
Our buddy Guy is in for a blow-up when it comes to his adaptation of Brunson’s method of speech.
When it comes to Russell, he’s actually a shy and reserved guy and really had to work hard on building the energetic persona you see today.
But when you go and swipe some of his token lines (the ones you often hear when he pitches from the stage or on webinars), such as:
“Are you guys excited?”
“Does that sound fair?”
…and you inject those lines with the excessive energy typically reserved for used car salesmen, it comes off as pure hucksterism.
Many other real estate investors are getting into the course selling / consultation game these days.
What sets them apart from Guy Smiley is that they’re not losing sight of trying to find potential partners or protegees they can mentor in exchange for work hours.
While they’re looking to bring in extra money from their info-marketing ventures, they’re also on the hunt for long-term working relationships that will produce so much more down the line.
This is not Guy’s bag — not by a longshot.
If he can’t get immediate money out of his social network, he’ll go into a tizzy and put out one of those rants you’d expect to hear from Tony Robbins when he thinks the cameras are off.
With each passing day, Guy Smiley offers less and less value, replacing it instead with trite regurgitated “woo-woo” fluff.
I’ve yet to come into the possession of a crystal ball, so I can’t tell you what ultimately lies ahead for Guy Smiley’s info-marketing business when sized-up to other leaders in the industry, but…
…I CAN clearly predict GUARANTEE that he’ll neither be the #1 or #2 in the field.
There’s always going to be more money to be made with the long game — the short game always limits the lifespan.
1- There’s only ONE Russell Brunson — to try to be him is to be something you’re not, and that’s something people can clearly see through and resent you for.
2- Always be on the lookout for talented and/or hard working people — you don’t have to view leads as marks.
3- If you spot a massive action-taker, take a closer look NOT at how many sales you can make off him, but what you can do for each other.
Three very simple rules.
Speaking of partnering with talented, hard-working people, I’m always on the lookout for great businesses to help with their email marketing.
