WATCH ON YOUTUBE

Are you tired of trying to market your business when everything feels out of control? Recessions, AI changes, platform updates. It's wild out there. We all know that. But here's the good news, some marketing variables are still in your hands. Let's talk about what you actually can control and how to make those moves count for your business in uncertain times. Message clarity is so important. Confused buyers just simply don't buy. So your message needs to be laser clear, super tight about who you want to help, what you solve, and why it matters to them right now. So get rid of the jargon, the cliches, say everything straight. Your audience should understand your value in five seconds or less. Okay? We all know you can't afford to market to everybody. No brand really can. Even the biggest brands in the world have to make targeting decisions. So double down on your ideal customer, what they're feeling, what they're fearing, and what they're needing today.

Update your customer avatars and make sure that those are current for today's buying environment. And make sure that your buyer's world hasn't shifted and you've just kept the offer somewhere off on the left side of the road. So get the targeting right, but also make sure that you're empathizing and understanding your potential ideal customer In the changing environment that we're in, content consistency is key. Algorithms change. Platforms evolve, but consistency is algorithm proof, right? So be consistent. Make sure you're messaging at the right frequency for your audience. Post with purpose, educate, entertain, and then of course, convert. Set a content calendar and stick to it, even if it's super simple, at least that keeps your feet to the fire and keeps you heading in the right direction. All right, let's talk about offer positioning in tough markets. The best offer wins, and you're seeing a ton of that right now as we publish this video.

There's a ton of value-based offers out in the market. So it's not just the loudest one, it's the best offer. So work on your bundles, bonuses, price anchors, and make your offer feel like it's a no-brainer in terms of value. People should look at that and just say, man, that is a great deal. So communicate the value, not just the price. And I can't say that enough. We talk about it all the time on this channel, but value is king. Price is only an issue in the absence of perceived value. So focus on how you can create value around your products and services. Make it urgent, but don't seem desperate. Let's talk about email and your own assets or first party data. Okay? I've said this plenty of times, and if you haven't had it happen to you, maybe this video will save you. But don't build your empire on rented land.

Yeah, you heard it from me. Don't build your empire rented land. And worse than that, don't build your empire on one lot. Okay? So email is still king. Probably has been for as long as I've been doing this. SMS is rising and retargeting, as I always say, is gold. And in terms of messaging tactics. So try to grow your list every single week, and I mean your list in terms of first party data, so that would be emails, SMSs, SMS records, which phone numbers and data sets that you have in your retargeting audiences by setting up your pixels and tags and all of that stuff with your advertising platform so you can get that first party data. Make sure you have at least one email going out every week. That should be a no brainer. You don't want to let your list get cold, and it's so important that you take advantage of those first party data sets that you have, right?

That is your direct line. When any sort of platforms go dark, the algorithm changed, you get your account banned or whatever. Don't put your business at the risk of other people's decision making. Yeah, a little piece of wisdom there. Let's talk about the customer experience. So when budgets are tight, experiences win. Yeah, retention is an important part of acquisition. If the environment is changing, if people are tightening up their spending, every customer counts so much more than it previously did because they're not going to just have an easy replacement behind them. So focus on making sure that your customer experience is exceptional and you're not just running people through the conveyor belt. You're actually holding on to and limiting attrition within your customer base. So think about your onboarding processes, your follow-ups, your thank yous, and your surprises and delights. Those are all part of that customer experience.

And those might be if you have a restaurant or some other type of business, might not be onboarding, but it might be your welcoming script, your hostess stand scripting. And then how's your two minute check at a table? How's your thank yous? Check present presentation, and so forth. Okay. And then what are the surprises and delights when somebody is in your business or working with you? Okay, let's wrap this one up. Stop stressing about what you can control. Get back to focusing on what you can control and double down on these levers, messaging, targeting, content, great value-based offers like we just talked about. And of course, maximizing and leveraging and growing your first party data sets. So if you want help mapping this out for your brand or you want to learn more, keep watching, subscribe, and of course we'll see you on the next one on YouTube.