MARKETING 101: THE QUICK QUIDE

1. INTRO MARKET: Hi guys. Welcome. My name is MJ Clark. I'm an actor, a voice actor speaking of which on this channel, if you click on my name, it'll take you back over my actual page from there, you'll find three separate actual full lesson plans that I did for beginner, middle, and expert. Essentially, teaching you the art of voice acting and acting in general and how to go about that if you're interested, please click on it. Now here, we're gonna be learning about marketing, specifically, how to market yourself, what marketing is, and what that actually means to the general public, as well as for the actual companies. Your marketing for specifically, I, myself actually work for a marketing team where we represent multiple companies at different events. And based on those events, is the actual company we're representing, what we're actually selling, promoting for those packages to bring in more consumers, more customers to their companies themselves to better help them get out there. It's essentially word of mouth marketing, advertising while we're in the face of the public at these events, fairs or v shows, nascar, so on and so forth. Now essentially, I actually do a lot of things other than just marketing. I own my own pool technician company. I'm also a licensed security guard. I spent a lot of plates, how I manage my time, and how I market myself to all of my different customers, no matter what realm I'm in is very important as essentially one of the most important things you're going to learn in this lesson, not only as marketing for the actual company you're representing, It's also for you, how you market yourself is what makes you successful or unsuccessful. You're essentially selling yourself, your personality, whom you are to a person in order to get them to trust you and accept the actual product in which you are presenting to them in that marketing strategy. So guys stick around, buckle up, Let's get started. Thank you. 2. WHAT IS MARKETING: Alright, Everybody less than number one, what is marketing? Well, it's actually pretty simple. And also not, you see, marketing happens every day. Marketing is everywhere, everywhere you go. Anytime somebody tries to sell you something, anytime somebody tries to convince you of something, maybe buying a house, going to see a movie, go into Nazi a movie. Let's, someone chooses a restaurant. You tell them not to choose that restaurant. Let's go to another one. That's marketing. Marketing is in everything, every aspect and every facet of everyday life. It's honestly what makes the world go round. In a sense. No one would ever know about anything. If nothing was ever being marketed to them, you would just walk outside and all the walls would be blank and all the stores would just be empty glass fronts and no one would just know what's going on. You would stumble across things by accident instead of going to them with purpose because of marketing. Now, the next thing is, what marketing isn't. Marketing is not advertising. Advertising is marketing. Let me explain. Marketing is made up of a lot of different things. One of which advertising is of course a part of, but you would have things like directs, direct response marketing, SEO marketing. You would have different things like pricing and so on and so forth. And marketing itself is kind of this umbrella that all of these things fall under. It's not just one thing. Now, generally because all of these things fall under that same umbrella, my recommendation to stay from being overwhelmed is to find a niche in which you find appealing to you. Marketing has so many different things. If you like social media, social media market. If you're someone who's obsessed with finance or whatever, tribe marketing but pricing, if you're somebody who enjoys immediately being in front of people or anything of that nature. Try direct response marketing, something where you are directly communicating with an actual customer or consumer. So essentially, even though we've answered the question in a degree, what is marketing? Essentially, marketing is made up of four specific things. Product Marketing, price, place, and promotion. Those are very important in their integral and they all hold their individual place. Let me tell you what these places are. Let's take a look. So product would be essentially whatever the details around what's being sold or up for sale, price being kind of obvious prices, what it is after all, it's the money, how much it costs, then you have place, whereas the product actually being sold, where's it coming to after its left, the actual warehouse or whatever truck it fell off of? Essentially, not really. I hope not. Then you have promotion which is more of the fun thing about it. You have it in the store windows, you have certain things that draw people in those bogus. Buy one, get one. Essentially things that bring people into your store so you can do the next three Ps. Now, essentially, marketing more than anything else is the art of communicating the actual product value or the value of whatever it is that you are presenting to them, to the actual customer itself. That's the most important part of marketing. That's essentially what marketing is for. Essentially when you really think about it. Why should the customer care if the marketing itself is not explaining or answering any of the questions that they actually have about the thing in which you are presenting to them upfront. No one's going to walk into a store and then make a purchase unless they have an informed decision or informed opinion that marketing, whatever it is, it's whatever the marketing itself is, is the thing in forming the customer, in forming that person that is there at that business or on the phone with the actual call center, whatever it might be. They need an informed opinion. They needed an informed decision. Something that motivates them or pushes them to that actual thing in which you are trying to sell or, well, yeah, The whole purpose of marketing is to ease the actual stress of the transaction to the customer, to convey to them what it's for. Marketing is meant to be understanding to the customer, not the other way around. You need to be able to actually ease their frustration, show them what it is, answer their questions, erase any kind of doubt. That's how you get an informed decision. You are essentially there to care about the customers wants and needs by answering all of their actual all the bottles. Anything that might deter them from the thing that you're marketing. Ultimately the best marketing wins that race. You can have the greatest product in the world, the greatest cell phone, the greatest laptop, whatever have you. But if the marketing isn't good, if it's not enticing, if it's not showing off the features of that thing, the thing that makes it so valuable to that customer's appeal. You'll sell half of what you would with good marketing. A company that's going to sit there and highlight the best parts about highlight the upgrades, highlight the value based on that price point. Which essentially that value is going to get that customer over the hump of that price point, and then they make their informed decision on their purchase. Now, one big thing that you have to understand, especially when it comes to marketing any product in anything at all to a person. You have to create value. It's great that you can present value, but you need to show them why it's valuable to begin with, you must create that and present it to them so it's in their head. That way they make their own informed decision. If they're going to spend X amount of money by whatever you are offering inside of this device or this product, that value needs to make sense to them. Is it worth $2,000 for this computer? If it doesn't have what this other computer has. And even if it doesn't, if you market it in a way that shows them well, hold on. We may not have all of this, but we have all of this, this, this, this and this. You're creating value over your shortcomings in whatever that product is your marketing, this computer could have all the bells and whistles, but have the worst marketing ever. This computer could have five times less than what this computer has. But you've constantly shown your value creating more and more reasons why it's still a better purchase than this. Create value. Truth be told people are emotional, they're not rational. Actually, most people do the very opposite thing when it comes to making a purchase. Most people don't purchase with a rationality. They purchase based on emotion, based on impulse, based on greed, or based on obsession or non necessity, excitement, things of that nature. That's why buyer's remorse exists. You purchase based on a feeling. But you didn't know anything about that item? Most of the time when people make purchases, they honestly don't know what it is they're buying. Sure. They see it at face value, but do they actually know what makes that item valuable, why they should get it? So for the actual customer on the other side of the fence, that is not the emotional, irrational buyer that just has money then goes and spends it. That person who is frugal or who's very, very, very well-thought out for every single purchase because maybe they're on a budget or they're just fun, financially responsible. They decide why or if they're going to buy something based on the value presented to them, because they may not make a purchase like this that often, they may make sure that they look at the item, they study it for weeks and weeks, create the values, see if it has value that's been created, then they purchase it much, much later after waiting and weighing their options. That's why marketing is so important. It's not just for the person who impulse buys its, for the person who refuses to purchase anything until they know what it is they're purchasing to begin with. Guys, that was the first lesson. Thank you. 3. GOOD VS BAD: Alright, good marketing and bad marketing. There are two sides of that coin. Now, we've covered what good marketing is. What's bad marketing? Bad marketing is that overly shiny, sleazy, super spam, horrific kind of marketing. The marketing where they keep putting it in your face but they're trying to shove it down your throat there over, overplaying it. Perhaps they're just trying to hard sell something that really turns people off. Nobody likes a hard sell. And here's why. Instead of allowing a person to digest what it is that being marketed to them, you're forcing it down their throat with the exact same thing. It's almost as if they were stuck in Groundhog Day, that Bill Murray movie where he constantly repeats the day over and over again until he gets it right. That's how bad marketing works. You essentially don't care how pushy you're being. How over the top that sale is, how over the top that promotion is. You're shoving it down someone's throat. So it could be like when you're on a video platform and you have ads before the video you're trying to watch? Yes. And they keep prolonging the ad. It's on skippable. There's two or three ads, but the only way you can get rid of all of these ads is by purchasing the free version or the purchasable version, which gets rid of the ads. So we're going to keep spamming you with ads. And the only way that will stop spamming you with ads is if you pay us to stop spamming you with ads, It's basically a purchase by force. You are marketing something forcefully by putting a deterrent in front of somebody that is essentially saying, Hey, we'll stop if you give us money. That's bad marketing. That's actually horrible practice and it gives marketing a bad name, especially good marketing. Marketing that creates value that's willing to let you have time to breathe, make an opinion, make an informed decision, or as bad marketing doesn't want you to breathe, it wants you to panic buy. It wants you to impulse purchase simply because you're right there and you're right there now, give us your money. That is horrible marketing. It's a huge turn-off for people, and it's one of the reasons a lot of businesses go out of business because they're over pushy. They scare people away and nobody ever wants to touch any of their products. How many stores have you seen in your local mall that are always having going out of business sales, but for some reason they've been open for six months and that out of business sale has been up for six months. Or the stores that constantly have a 75 to 80% off the whole store every time you walk past it. And your mall, Here's big posters in my personal mall. I can name two stores that are like that and still like that that have been going out of business for two years and are still open even though other stores around them have closed in that amount of time. It comes down to how are you trying to market? Do you want to be a marketer? Or in marketing? That essentially is good-faith marketing? Or are you trying to force people into something which can create a bad reputation for your business, for your company, or from whomever you're representing. E.g. if I do the shows that I go to and I represent the companies, I represented those fairs or at those events like nascar. If I do a hard sell, I am ten times less likely to get that person to sign that form. If I keep repeating all the benefits over and over and over again because I'm trying to soften the blow to make them open up their wallet. Marketing is not about softening the blow. It's about creating an idea, presenting value. So somebody is willing and wanting to open up their wallet, or at least think about it. You want someone to want to think about it. Not get so far away from you or from the market itself that they don't have to hear about it again. That's why so many people get all have certain video platforms. They're so tired of every time they watch a three-minute video, they're stuck with 3 min of advertisement that they can't skip or get rid of, and it only gets worse as time goes on. That's bad marketing. If you're going to over saturate your customers, you'll have no success. That's it. That's bad marketing. 4. MARKETING PLANS: So now what we're gonna do is figure out exactly what a marketing plan is and how to go about that. Now, you have three specific things you need to understand. Demographic, geographic, psychographic. Now, when it comes to demographic, we're talking about the typical things that a person would mark it to. Essentially the person you're marketing to the individual. We're talking about, age, race, gender, or anything like that. When it comes to the person, you need to be empathetic. You need to understand how people are. If you're going to try to sell, let's say an exercise bike. Who are you actually advertising or not advertising marketing that too. Are you marketing an exercise bike towards somebody that's 12 years old or ten years old. And they go to PE class every day and probably can't stand dodgeball. Know, you're gonna be marketing the exercise bike to someone in their late 20s, mid 30s. Somebody who is getting older, perhaps has a family, perhaps has had kids, and they're trying to maintain shape the older that they get. So they're trying to stay in a good cardiovascular way. That's what demographic is. We've identified that we're not going to sell it to the 12-year-old. You're going to sell to the 29 to 35-year-olds. So you have your age. Now on average, as far as it's considered, the gender doesn't actually matter. Anybody, man, woman, or anybody who's non-binary or however you identify yourself, is essentially going to want exercise of some kind. Now, there are people in every range of walk-up life that decide that for themselves. Whenever they do. When it comes to race, the same thing applies. Everybody and anybody of any type of race or creed, nationality, whatever, are essentially going to care in some form or another of their health. So we've identified that we now know that the one demographic that we're not going to advertise to is an age range below teenage years. There 1012. They're running around outside. They have their video games, their cell phones. You're not going to sell an exercise bike to that person and how would they afford it? Now, the next thing is going to be geographic, where they're located. So essentially, when you're marketing something, are you gonna be marketing umbrellas and son shares to someone, let's say, who lives in Washington State, which is the rain capital of the United States. It's always overcast day. It's always mosquito. You're always wearing jeans, you're always wearing a jacket. You're not generally going to market beach chairs and lawn furniture to somebody in Washington state. However, me personally I live in Florida. This is the perfect geographic location to market outside beach where lawn where to everybody out here either lives on a river, a lake, a beach, a stream, or under palm trees, Florida pine trees. It's perfect. We have mosquitoes, we've got bugs, wildlife. You definitely are marketing things like that to people in my geographic location. Now the next is psychographic. Psychographic is going to come down to one major specific thing. How this person thinks, what they believe, what are you marketing to them if you're going to try to sell, let's say, a book to somebody about some kind of religion. You're not going to try to sell a book on non religion and try to market that to, let's say, a Catholic church. It's not how it works. You need to understand what is it that you believe? What do you watch? What do you consume? What is it that makes you and drives you to the specific purchases that you make, the things that give you that informed decision to make that purchase. That's important psychographically, you need to get in the shoes of your actual customers, your clientele, the people around you you're marketing to, you need to be empathetic. You need to relate to them. What are their problems, what are their niches? What are the things that make them want to walk into your store, into your business to call you on the phone to make a purchase or get information. You need to be one with your customer. You need to think like the person you're marketing to, the people you are marketing to. Otherwise, you might as well talk to a wall and you'll have just as much success marketing to that wall as you will. The random person that you don't know anything about, because you've done no research to try to understand what it is that you're marketing to them and what it is they want marketed to them to begin with. Because at the end of the day, people do want to be marketed to they actually require it in order to go to through day-to-day life. That's how they make their decisions on the coffee shops that they choose to go to the stores. They choose to buy their clothes from, the places they choose to purchase their vehicles, the places they choose to work. Why would they want to do any of those things if they know nothing about it at all or have had no value created for them for that very thing that in which your marketing, no one will ever walk through your door unless it's by accident or they've got to use your restroom. Alright guys, that's the end of that lesson. What marketing plans are or essentially the gist of them. 5. MARKETING MODELS: Alright, now we're gonna talk about marketing models. Now, let me give you a quick example. Let's say you have a gas station and that gas station goes ahead and sells you or offers a special cup for your coffee or hot chocolate or whatever. Now, with the purchase of this actual cup, every time you come back, you're able to get a free refill or a free coffee or a discounted coffee or something of that nature. You've now created lifetime repeat customer value. That's great marketing. Now, if you instead decide that you sell online, let's say you purchased with me this one time and you get this this pack of Tic Tacs. And unless you're offering some unlimited supply of Tic-Tacs, every time they come back, they get free boxes that Tic-Tacs. Well, then that's not great marketing. There needs to be something that grabs them back, something that you have, a target demographic that you know, you reach. So let's say you are that business in the morning? That is in the perfect part of town that people constantly pass. Well, what's one thing that the majority of every body every day likes to drink or get in the morning to start their day coffee. So a great marketing strategy for that business was, well, instead of, let's just have disposable cups of coffee, we can not only market that will give you the free coffee or the discounted coffee, but will also do that if you make a purchase, this purchase being this special cup. Now this cup is only sold by us and you can only get it here. And the only way to get your free coffee or your discounted coffee is to purchase this here at this store. So not only have you created value for that customer, that not only means that Have you done something that is financially beneficial to them, or it's a great offer that is really hard to turn down. You've made it so it's created repeat customer value, lifetime, repeat customer value. If 100 people bought those cups for $5, then that's 500 bucks. Now on average, and the city you've got several thousand to a few million. So imagine if 1 million people bought those cups, It's a lot of money you're producing value, which is in turn going to reproduce back to you, repeat customers, something that is going to keep them coming back. They have a great offer on the table. You have presented value, they have capitalize on that value. And now you have an excellent marketing model. What you need to understand about marketing models is, unless it is something that makes sense, hits a target audience, it is modeled specifically toward that demographic of people. You're going to miss. You need to know your customers. You need to step in their shoes. If it was you, would you make that purchase? Put yourself in their shoes? If I woke up and I drink coffee every day, would I rather spend $2 for a cup of coffee every morning for a week and spend $14 a cup. So $14 times four weeks. So then you go to $28, then you go to $42, then you go to $56 a month, a month on coffee or by this cup, this one time. And you get discounted coffee or free coffee, it makes financial sense, it makes marketing sense, and it also makes a value sense for your target demographic. They will keep coming back and you can keep doing that forever. It's perfect. One thing you don't want to do is market or have a marketing model that gives out mixed signals. Mixed signals being something of, well here at this coffee shop where you buy this cup, when you buy this cup, you don't get the free coffee, you buy a cup. Well then you get a lollipop for free every single morning. Okay, well, what does that do, that some mixed signal. You're at a coffee cup. If I buy the promotional coffee cup you're marketing to me, shouldn't I get discounted coffee or free coffee? What am I gonna do with a lollipop? It's 08:00 in the morning. I don't want to eat candy first thing in the morning. I just brushed my teeth and even though I'm drinking coffee, I still don't want sticky sugary notice in my mouth before I've even started my day at work. I don't want a sugar high before I crash at noon. That's mixed marketing. It's not a good marketing model. The marketing model not only needs to make sense, it needs to provide value and have something that offers a person that they're willing to keep coming back for. That is a marketing model. Alright, next lesson. 6. MESSAGE/ OUTRO: Alright guys, this is gonna be the final actual lesson in this plan. And this one is all about your message. This is ultimately the most important lesson in my personal opinion. Now, your message to your customer, the consumer, the people, needs to be important and it needs to be good. If you're marketing something, you need to understand that people are on two different planes when it comes to them. People have their horrible experiences and they're horrible fears and pains when it comes to purchases, when it comes to anything, when it comes to sales, what have you? They've had people force things down the throat, hard sales, and it's complete turn-off for them to ever want to try something new. What you wanna do is provide something that brings them a solution, something that eases their pain. You want something that's going to provide them ease and set their mind at rest. That's why you don't want to go for those hard sale offers. A lot of companies do this where they think that they'll make more business if they just do it direct and they go ahead and just go here it is. This is what you get, take it or leave it. That's a really bad way. Most people are either going to be unsure of what they want. They're going to either know exactly what they're after and have already got all the information they want. They've been educated, they have done the research. Or the majority of people are right in the middle. The people who were still collecting information, collecting their research, doing education on the things that they want to purchase. And don't still know which side they want to lean on. And it's like when you comes to cell phones, you have the people that say No, I'm never going to upgrade my cell phone. People who go, I upgrade every single year for that brand new shiny toy. And the people who go, well, this phone is getting a little old, but this is also really nice and new. But it's a little too expensive. But it does have way better stuff that I can use it for. You usually fall in one of those three categories. Now the majority of the people are in the middle because they are being marketed to. Now, this person in the middle of their decision is going to be completely informed based on what you as the marketer do. If you knew a hard sell direct, it's $1,200 for this phone and we've got no new features. Take it or leave it, stick with your crummy phone and it'll stop working on you. That's not how you appeal to the audience, so tiny, you appeal to your target demographic. Your job is to appeal to them, to give them a solution, provide them something. That's why you give them a softer option. Something that goes, okay, well, you're here. If you can't afford this big, expensive brand new thing, we do have something that came out right before it. So the previous year's model or the previous two years model, it's about $300 cheaper. It doesn't have all the features of this brand new one that we are currently selling, but it still works great. It has this, this, this, this, and this, which based on what you've told me, is exactly what you need. So you give them a soft offer, something that's still provides them a solution without it being a hard sell. Because you will lose customers if you try to force something down the throat, you will lose people in general, if you tried to force something down your throat, you, yourself can honestly probably say, you are least likely to buy a phone if that company walked up to you and shoved it in your face and said, give me money. Because that's essentially what a hard sell marketing is. It's forcefully going. This is what I have. Give me your money and I'll give this to you for your money. Whereas good soft sell advertising something that provides a soft offer to ease a person into a transitional where they can make a decision later toward that next thing that you want them to get. You can still get them in the door with a soft offer. You can go that's when you walk up to them and you go high. What is it that I can do for you? I'm currently offering this. Now. What are your needs? Okay. Those are your needs. This is what I can offer you based on those needs. We do also offer this if that's something that you would like to think about or if I can give you some extra information and educate you on this. But based on what you've told me, I do also have this I can offer you. It's a soft sale. It's a soft offer. You're providing them education on the value of the thing you actually want them to buy. But in reality, the truth is not everybody can just pull out their pocket for any amount of purchase. You need to have something that's a backup plan that's still good, still fits their needs, provides them value, makes them still feel like they can trust you. You want them to trust you, they need to trust you. That's your job as a marketer. To get them to trust you, you need your target demographic to have a two-way street where everything from both sides is equal. You provide a service, they provide your business, you provide them value. They provide you with the payment. And that's how it works. It's a cohesive thing. You're more likely to help somebody make a decision and you'll be a much more successful marketer. If you're willing to step in your customers shoes and be empathetic to their pains so you can provide them a solution. Then once those pains of subsided and you've provided the solution, you've now created lifetime customer value. And they will keep coming back to you guys. Thank you so much for sitting through these videos. Thank you so much. I hope you've learned a lot. Please let me know down below. If you have any questions that I can answer for you. This, of course, is more of a marketing one-to-one course. It's entry-level. So this is for everybody. We can get into much, much more extensive marketing strategies. As time goes on, as I will be uploading another course for intermediate guys. Again, my name is MJ Clark. I appreciate you. Thank you for joining me here on this platform. You guys have a great day. Stay safe out there and keep smiling. Thank you. Bye.