For experts and entrepreneurs who want smart marketing systems that increase their influence, income, and impact. Written by an πΊπΈ American digital nomad living in π³πΏ New Zealand, Caelan started his career as an acrobat in the circus. πͺ He wrote the book on Marketing Yourself π and is on a mission to help one million people develop a playful attitude about life. β¨
What most marketing gets wrong
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Hello Reader, When it's time to market yourself, promote your products, and sell your services, most marketing tells a story about the business. This is a common mistake. "When you're going to the market with what you're selling, everybody doesn't care." - Seth Godin The story your customer wants to hear is not your story. It's boring, and it's irrelevant, and it won't cut through the noise to get their attention. But if you tell your customer their own story, you earn their attention. In the story of your business, you are not the hero. Many businesses (especially if they are businesses based on personal brands) talk about themselves like they are Luke Skywalker. But you are not the hero of your customer's story. Your role is Obi-Wan, the wise mentor who equips the hero to go on a journey. If you are willing to take a supporting role in your customer's story, they will reward you with money, attention, and praise. The hero of the Customer Journey is your customer.In my on-demand masterclass, 'Mapping the Customer Journey of the Hero,' I shared the 12 steps of Joseph Campbell's Journey of the Hero, and how they correspond to the Customer Journey of marketing. During that masterclass, as you may recall, I shared a resource I have used with many clients, to make their marketing an adventure: the Customer Journey Workbook. If you've never mapped out your Customer Journey before, or if it's time to revise it, let's do it together. Write Your Customer Journey With MeIn two days (precisely 48 hours after this newsletter arrives in your inbox) I will be leading an interactive, 2-hour workshop with Digital Boost.
When you look at the Customer Journey through the Journey of the Hero, you can identify the specific actions you need to ask your customer to take, step-by-step. This can help clarify your strategy, develop your website content, and give you simple, repeatable phrases you can use at every stage of the Customer Journey, to turn a stranger into a customer. During this workshop, you will be doing the hard work that makes your marketing easy. |
Stellar Platforms Newsletter
For experts and entrepreneurs who want smart marketing systems that increase their influence, income, and impact. Written by an πΊπΈ American digital nomad living in π³πΏ New Zealand, Caelan started his career as an acrobat in the circus. πͺ He wrote the book on Marketing Yourself π and is on a mission to help one million people develop a playful attitude about life. β¨
Hello Reader, In 24 hours, I'll be going live with the Authorverse community to teach my newest workshop, '5 Business Models Behind Books.' Here are the 5 books I will be using to illustrate the 5 business models: (Yes, I am using my own book as an example. Teacher's prerogative. π) In working with so many experts and entrepreneurs over the past decade, I have been on the back-end of many businesses that rely on a published book as the cornerstone of their positioning. The 5 business models I...
Hello Reader, How do authors build a thriving business around their published work? Spoiler alert: it's not by selling more books. In my work over the past decade with authors, coaches, and speakers, I have been behind-the-scenes of multiple 6- and 7-figure businesses. I've seen how their businesses are structured, developed the commercial offers they make to their audience, and learned firsthand what's working, and what's a waste of time. Next week, I'm teaching a free workshop for the...
Hello Reader, In every story, there are three characters: the hero, the villain, and the victim. A century ago, American film was born out of the vaudeville scene. The main storytelling medium at the time was melodrama, when the characters were almost comically basic. Think of the mustachio-twirling villain, tying a damsel in distress to the train tracks, being thwarted by a gun-toting hero, and you have all the basics you need to tell a compelling story: setting, conflict, and characters....