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Lazy Marketing
Episode 1925th January 2022 • Captivate & Close • Kinsey Machos
00:00:00 00:19:38

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Are you never sure what to post or just find that you are not getting the conversions that you were expecting? You may be a lazy marketer. That doesn’t mean you are not posting at all but may not be posting the right content. Kinsey explores the traps of lazy marketing and gives you the clues to figure out if what you ARE doing is what you NEED to be doing. 

Do not miss these highlights:

01:43 - The difference between mainstream and magnetic marketing

02:38 - Rediscovering the intention of marketing 

05:01 - Falling into the trap of lazy marketing and the opportunity you are missing by doing it

07:41 - Don’t rely on urgency and scarcity to sell. Advertise the problem and solution you can bring, not that your seats are filling up fast.

09:50 - You must make offers in your marketing and use calls to action.

11:10 - Shrugging off the “should I” approach to marketing

12:34 - Talk about your offer but don’t forget to talk about the results that your potential customers can achieve

14:20 - Copying other people’s successful strategies for marketing. How useful is it really for you?

About the Host

Kinsey Machos, Marketing Strategist, is also a recovering people pleaser, self-sabotager, and corporate hustler. She helps entrepreneurs create and execute magnetic marketing and build expert brands so that they can get known, seen and heard online. 

She believes that creating a business that’s 100% in alignment with SELF is one of the most important things that we can do as women -- because there’s an inner magic that we all have if we commit to an infinite pursuit of discovering (and re-discovering) that. 

As a wife and a mom of three, family takes priority. And having a business that’s ran AROUND her lifestyle is a daily intention of hers. 

https://kinseymachos.com/

Instagram: @kinseymachos

Facebook: @kinsmachos

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Transcripts

Kinsey Machos:

Welcome to Captivate and Close. I'm Kinsey Machos, business consultant and marketing strategist. And I'm going to show you how to attract and enroll high paying clients using my break through online marketing strategies, all without having to rely on complicated funnels, disingenuous clickbait, or spammy sales tactics. These are the messaging marketing and selling secrets that virtually no one is talking about. So let's dive in.

Kinsey Machos:

Welcome back to another episode of Captivate and Close. It's so good to be here with you today. Although I must say I don't know if you can tell in my voice, but I have been sick. And it has been so terrible. But I was like trying to really hold out as long as I could to record this episode. So my voice wasn't so raspy. But I couldn't wait any longer. And so here we are.

Kinsey Machos:

So I want to talk about lazy marketing today. And I love this topic. Well, because it's about marketing, obviously. But specifically, because I think that it's really important to really assess your marketing perspective, what you think about marketing, what you how you feel about marketing, and then what the results are that you're getting from your marketing. And I was refining the content within 10k content collective and specifically, we have a an entire module dedicated to magnetic marketing. Why do we talk about magnetic marketing is because marketing alone will not get you results, if you try to market in a way. That is same same, right? We call this mainstream marketing. And it will feel really hard to get results. And so when we think about magnetic marketing, it's this, this energy behind, not just putting something out, but then pulling people in, like we want your marketing to be so good, that it pulls people into you so that you're not feeling like you're chasing after people, there's no, there's really not a whole lot, a lot of there's nothing worse in business than feeling like you're chasing after clients. Okay? So.

Kinsey Machos:

So when I was training within this magnetic Marketing Module, one of the things that I start off is defining what marketing really is. And I think we get lost in the busyness and confusion and overwhelm, and marketing. And I think most people have actually forgotten the intention behind marketing. And if you look up the definition of marketing, it's the promoting and selling of your products or services. Which is so funny, because how many of you can say that you're actually promoting your offers and your marketing? What happened or what has happened, because of all the the influx in social media strategies, and all the different ways you can show up on social media, it's become sort of just this fluffy ness of showing up and doing reals and yada, yada, yada, right? Like, and there's very little actual promoting, selling, that has that's occurring. Like if, if I were to go to your social media profile and look at the last look at the last posts, is it? Is it clear that you are a business and that you're selling something? And or is your content building up for your offer? Right? Is it creating demand and desire for yourself for your offers for your services? And I would say most people are no. And so I really want to present this idea to you of lazy marketing and demonstrate how this might be showing up for you. And most importantly, how you can avoid it because I think this is a big opportunity for you to really step into business ownership, right really claiming your seat as a business owner, and not just getting more clients from your marketing but really stepping into your power as a marketer to build that thought leadership to create that demand and desire for your business and your offers. And really elevate yourself in In, in the marketplace,

Kinsey Machos:

okay, so I want to give you some tangible results of what this might look like, as far as lazy marketing goes. And then what I want to, again, what I want to offer you today is that marketing isn't meant to just keep you busy. Okay, and I think this is when we go back to this idea that you have, there's a lot of things you could be doing right now. And there's probably a lot of different things that people have sold you into believing that you need in order to get clients, right, like, I need to grow my audience, I need to be doing more reels I need to be I need to use the right hashtags and, and you know, all the things but I want you to kind of take a step back and release and really notice how you're approaching your marketing is it something that you just have sort of decided that you have to do is it something that's become just a part of your to do list, and you're just like, last minute, throwing things up, right, like just creating content and just doing sort of this half two type of business activity. Because if you're approaching marketing that, that way, it really is a sign of lazy marketing. But also, you're losing opportunity to really lean into the, you know what marketing has to, to offer you. So when you approach marketing with an opportunity, not just to grow your business, but also to learn more about your people to use it as research to use it as discovery to use it as an exploration for your own voice, right. As a business owner, you know, as you continue to explore your brilliance, and how you really start to learn how to match that to what people want, it really is so fun. And so I want you to have this, like think about making this shift in marketing. As far as I know, most of you aren't, this isn't an natural skill of yours. But if you want to be a business owner, you have to learn how to be a prolific marketer period. And while you could, you can, in the future delegate a lot of elements of it, you just it's one of the key, that's the key when you think about promoting and selling your offer, that is your responsibility. And so really learning to love this process and see it for what it is right. So like cut the fluff. And also allow yourself to see more opportunities and what marketing can do for you, and your journey. Okay.

Kinsey Machos:

But here are some couple of some things that again, more tangibility when it comes to lazy marketing what this looks like, first of all, if you're relying on urgency and scarcity to sell, it's lazy marketing. Okay, where we see this, I see a lot of people say things like, I only have a couple more spots left, join, you know, if you want to join now, right? So while scarcity and urgency, there's a time and a place for that, if you are relying solely on that, though, to sell it will flop, okay? Because nobody really cares. If you have a couple spots left, what they care about is the problem that they have. And the question I have for you is Do they even know that you can solve it for them? And so if you're leading with scarcity, if you're leading with urgency, you're doing yourself a huge disservice because you're not actually communicating anything of value in those instances. Okay. So if you are if you have some sort of urgency and scarcity in your marketing campaigns, that's great. And we love elements of this, right. So when we do launches, we'll you know, we'll put in fast sacking bonuses. And we'll have you know, there are instances where we truly only have certain seats available, and we will say that, but we will be honest about it. There's nothing worse than fake urgency. But here's the thing, you guys, urgency isn't necessarily a thing that makes people it's not urgency that makes people make a decision, right? It's their, it's whether or not they believe you can help them. And that starts by knowing right how you can help them. So have you communicated the problem that you solve? And so this is what we want to lead with in our marketing, right is how you help people, right? Well, more importantly, who you help and how you help them. So if you're always relying on these quick hits of urgency and scarcity, you are missing out on an opportunity to really show your audience how you help them okay.

Kinsey Machos:

Now, the other sign of lazy marketing is avoiding making offers altogether okay, this goes back to this idea that marketing the pure objective of marketing is to promote and sell your offers. But if you're not making offers in your marketing, then you're not actually marketing. Okay? This is lazy marketing. And we could all also call this just pure avoidance when it comes to sales, because what we've learned about, you know, our students and our clients is that they really don't like selling. And there's a lot of mindset drama that comes around that. And so you really have to step out of that in order to make your marketing work for you. Okay, so stop avoiding that piece, and make sure that you at least have powerful call to actions in your content, right in in your conversations. But also that your content is leading towards your offer, right, maybe you're not making a direct offer in some of your content in your marketing, but you're leading them to next steps, right, or you're showing them a mistake that they're making, and how you can help them fix that. And so really allow yourself to first of all, anchor in, write the definition of marketing, and look at your marketing and making sure that everything is stemming from your core offer.

Kinsey Machos:

Other signs of lazy marketing is a protein marketing as a half to or should write, and I talked a little bit about this before, but this will look like if you're at the end of the day, and you haven't created a piece of content yet for your marketing. It's going to be like, oh, what should I post today? Oh, I have to post today. What should I post today? Okay, that is lazy marketing. Here's why. Well, first of all, what you've done is you create one of the core elements of your business, you just now shoved it down right at the bottom of your to do list. And now as one of the core elements, it's just become a quick hit, I have to do something, put something together and five minutes came, that will not get you the results you're looking for. So you truly have to create this space on your calendar, and the space in your mind, to create that powerful marketing to create that powerful content. Make sure it's a core element of your business do not make it a to do right that you might get to and if you don't, it's a five minute thing. Okay. So making sure again, it's a core focus, right? And it's intentional. It's not what should I post a day, and it's what value can I bring and that you're allowing your this space and the time to really communicate that value.

Kinsey Machos:

Now, the other side of lazy marketing is talking about your offer and not talking about the results. This goes back to again, sort of this relying on scarcity and urgency, it's like I'm going to, I'll tell you about or I'll share, I'll talk about the name of my offer, maybe I'll share the the number of modules or the access you have to me, but like, where are the results in that right, going back to people are sitting here in pain, and they're sitting here trying to solve problems that they can't solve? And that's what they're focused on. They really don't care about anything else. And so your marketing should portray that it should be benefit driven, right? It should be result driven. Are you talking about the results you help provide? Are you talking about the pain that you help eliminate? Are you talking about the solutions you come with kame, powerful marketing, powerful content will not just build demand and desire for your offer, but it's going to create that connection? Your person's going should be thinking, oh my gosh, this is me. Oh my gosh, you took the words right out of my mouth, oh, my gosh, you're in my head today came. But in order to be able to create that emotional response? Well, first, you have to create the time and space to do it. And you really have to intentionally put yourself in the shoes of your ideal client. And speak to right the core results, the core pain, the core problem, right instead of just flippantly, you know, mentioning the name of your offer, right or going, you know, mentioning that you only have a few spots, left column. Okay.

Kinsey Machos:

And then lastly, what I want to talk about is this idea of just copying and pasting. So, obviously, this is lazy marking, but I want to talk about this a little bit more because there's different variations of this. So obviously, most of you probably aren't copying and pasting verbatim, you know, other competitors in your space or whatever. But where I see this often happen or play out, is people looking at competitors in their space and starting to mold towards there's that mold towards their ideas. Mold towards that way of thinking molding towards works that way of marketing. And they lose their own sense of brilliance, their own ideas, their own methods, their own convictions. And what happens is they believe that if I just do it this other way that's working for this other person, it will work for me too. But that's not the case. And you'll probably already know this. But I really want to remind you that when you go all in on you, and really go deeper with your ideas, and what you know, to be true, and you meet your client, where they're at, that's when the energy really explodes, that's when your marketing really will start to hit right, that is when people will start seeing you and be like, Oh, my gosh, I need to hire you. So maybe you're not again, copying and pasting verbatim. But worse, you're trained to mold to other people's marketing, that's not going to work for you, you have to create the time in the space to really go deeper with yourself in your message. And allow yourself the practice to explore it, allow yourself the practice to communicate it, it's gonna feel clunky at first, when you're becoming a prolific marketer. It takes time and practice to be able to communicate in a way that feels good to you, but also resonates with the listener. Right? The transition from I'm going to, you know, what should I say? Or what should I post to like, what is my ideal client need to hear today, that's what we want to happen, or that's what we want to happen. But again, you have to go deeper with yourself, you have to give yourself enough space to really allow yourself to get comfortable and notice what's there, I realized that most people again, at least, because they don't give themselves while enough credit for what they know, they overlook the very things, right, the very unique things that are a part of them. And so it becomes this game of just kind of trying other things on write looking at other people and, you know, trying to eliminate some fat. But like I said, that will only work for a little bit if it works. And so really starting to go deeper with your own ideas in your own message and build that as a muscle, just like you have to strengthen your muscle, you have to strengthen your voice, you have to strengthen your marketing. And you have to commit to the longer long term game, because if if you are not able to effectively become a prolific marketer, it's going to feel really hard in this industry. So I hope that was helpful, I really want you to consider these, like at the high level, this concept of lazy marketing, where it's showing up for you. And this is a no judgment zone, right? This is coming from a place of I've been there too. And also, this is how we help right? So I see it come up a lot. And know that it's a journey. And this is why and 10k content collective the majority of our coaching is around, right how to become a magnetic marketer how to write that powerful copy that builds demand and desire. And it starts by really doubling down on your offer, right? Are you clear on your offer? Is it something people will buy? And can you communicate it in your marketing in a way that drives sales? So good. I hope this was helpful for you. And I just love that you're hanging out with me today. I hope that you're having such a great week, and I will see you next time.

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