M&M #013: Meeting In The Middle & Altitude Over Attitude
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🧲 Marketing ➔ Meeting In The Middle
To catch you up to speed for all the new subscribers, we're at the halfway point of the funnel talk mini-series where we're breaking down each stage of a basic marketing funnel.
The 3 Stages:
Top of Funnel - Awareness
Mid Funnel - Consideration *today's highlight
Bottom of Funnel - Decision
Alright. So we've set up our top-of-funnel approach using a hypothetical mix of social media, seo+blogs, digital ads, and more... We did our job - drumming up awareness.
Now that Mr. Joe Shmo is aware that he has a problem he needs to solve AND knows that we have a solution, all we gotta do is get him to consider our product as the perfect solution for him, and next week we'll talk about closing the deal. Although there's never a one-size-fits-all approach...
👉 Marketing Tip: If you want someone to consider buying your thing, be prepared to have enough content ready to help them satisfy their need to do 'research' before buying. [tweet this]
Consideration = Evaluation
We're pulling them in word by word - example after example - one happy testimonial after another
As they dig through their options (you + the competition), we've gotta remove the obstacles that keep them from moving further down the pipe. 'Cause if we don't remove the obstacles they'll grow into objections. That's a tough one to reverse once that happens...
Removing obstacles ➝ Avoids Objections.
Our job here is:
🧲 Help them evaluate their options - comparison blog posts perhaps?
🧲 Equip them with more reasons why your product is the right choice - video walkthroughs?
🧲 Show them what sets you apart. - interview the happy customers?
🧲 Remind them that their problems won't solve themselves - don't be manipulative, but scratching their itch only makes it itchy-er right?
Here's a list of practical middle-of-funnel marketing assets:
Podcasts
Case Studies
Blogs (yes this helps top of funnel too)
Email Series' and Newsletters
Solution Comparison Videos or Articles
Webinars
The middle is usually the difference maker.
Like a middle child, it doesn't get a whole lot of attention the way that it should.
But you're better than that. I can just tell. 😁
Action Questions:
➝ What longer-length content can you commit to creating over time?
➝ What type of content is most suitable for people researching products like yours?
Start with this and you'll begin to build a very healthy middle-of-funnel marketing approach.
🛫 Mindset ➔ Altitude Over Attitude
Altitude far outlasts attitude. The higher you fly, the less things tend to get in your way. [tweet this]
Opinions. There are a lot of them out there.
In today's hyper-connected world, it's easy to share your thoughts, which is great...
But the haters are out for blood - posting their thoughts in hopes of getting a rise out of you.
Receiving feedback from those I look up to = Valuable
Receiving comments from those who aim to disrupt = Not so valuable
Welcome to the real world kid.
It ain't gonna go away.
So how do we deal?
Altitude.
Mental, Emotional, Intellectual, and Spiritual Altitude.
You see…
Altitude is the single greatest growth hack for your mind and your heart. [tweet this]
For example…
Say, you receive a not-so-nice comment on a YouTube video.
Do you need to have a mature attitude? Yes.
But what happens when your day has already been stressful and this comment pushes you over the edge?
This is where Altitude comes into play.
The way I see it, Altitude is a focus on the long-term that leads to undying fortitude (aka courage and toughness/grit). Whereas attitude is short-term and fleeting.
If a tree can’t stand tall in the rain how can it possibly weather a storm?
Now if we want to keep on that analogy, also consider the fact that for a tree to stand tall and strong, it must be firmly rooted while continuing to dig deeper into the soil.
Metaphorically speaking…
Altitude isn’t just an aim in one direction.
It’s an expansion in all directions.
Fly high above the clouds to avoid the storm, yet dig deep into good soil to handle what can’t be avoided.
“Nice analogy Evan… Make this make sense for me plz”
You got it.
Altitude > Attitude
If you want to build Fortitude, focus on Altitude.
Do opinions hurt you? Why?
Think of one current example where this mentality could help you today.
Have a great week.
Until next time ✌️
Ev
