2022.

The world is rapidly changing, new technologies, new political faces and new global challenges.

It’s no longer the big fish that eats the small fish but the fast fish eating the slow fish.

With so many corporations, influencers and businesses battling for scarce market share, it’s no longer about the person that has the best quality products necessarily per say but the person that is able to hold people’s attention.

“When information becomes abundant, attention becomes scarce”

So why exactly attention you may ask?

A person cannot give you his money if they do not trust you and a person cannot trust you if he does not know you. That is why it is imperative to be able to hold attention.

And how do we exactly hold people’s attention? The way you hold people’s attention is through people firstly knowing who you are and if you do not have 6-7 pieces of content pre-made for your customers to consume. Then you will lose them to someone that does.

This is why speed when producing your work is crucial.

Mark Cuban Shares His Most Priceless Lesson Working In A Job

There was an interview with billionaire and Shark Tank investor: Mark Cuban, where he was talking about the most important lesson he learnt in one of his first jobs..

Mark was in his first job selling computer software. One day, he was about to strike a deal with one of his customers for $15,000 and a $1,500 commission.

His boss however had other plans, and instead of telling Mark to go right ahead, he told Mark to open shop.

Mark decided otherwise and went ahead and closed the deal thinking that he would impress his boss and asked his colleague to open shop instead. When he returned, his boss fired him that day. That day, and after that day onwards – Mark decided to start his own business, Microsolutions which he ended up selling for $6 million dollars.

If you look closely at his interviews, Mark said that he learnt was what NOT TO DO while working that job which is to focus on things that are not important, which is everything but sales. Without any sales, you cannot keep a business running. That’s why instead of focusing on looking good, or looking like you are successful, it is best to focus on areas of your business where you can generate sales.

So what am I trying to allude through sharing with you this story. Just like Mark realized that “Sales cures all”.

What will generate sales is “speed and urgency” in your marketing

Have a piece that is 80% good and then release it and pivot to marketplace’s needs. Absolutely, details are important but once the details are handled and are approved, you have to launch and take the feedback because chances are it is going to take multiple touch points with your prospect to win them over as a client.

Breaking Down The Psychology Of Speed

On the surface level, it is counterintuitive that writing 10 “pretty good” pieces is better than writing 1 “extraordinary good” piece. But let me explain..

• Firstly, when you write 10 pieces you are more likely to have more data points and therefore more experience than someone writing 1 piece.

• Secondly, there is something called the mere-exposure effect that if you are exposed to something over and over again over a period of time, you would grow to familiar to that thing, and thus like it.

I do not know exactly why this mechanism exists but it sure does work. That is why consistency of messaging will always triumph have good quality work. This is even more important in our modern age where information and content is so abundantly available with the touch of a fingertip.

Optimizing quality checks to make sure the data is accurate, well researched and without mistakes is a given. But you also must be able to act fast and release fast so that you can free up time to produce more.

Three Practical Tips To Produce Marketing Materials with Speed

This is the section where I will let you steal my best-kept strategies on producing marketing pieces with speed.

You want to use these tips & templates to be able to help you shorten the time you produce your work.

1. Breakthrough your inner resistance.

During my read on the book: “War of Art” by Steven Pressfield (highly recommended), I learnt how to break through something we call resistance.

Everybody has an “inner perfectionist” that they do not want things that needs to be done. Therefor this generates resistance into doing things because we do not want to fail and look stupid. Creating work in marketing is the same, we do always want to create the perfect piece, the perfect content.

Unfortunately, the only way to produce perfect work is to take an imperfect start.

In order to produce outstanding results, you must get off your chair and simply do the work.

Do not wait for creativity or inspiration to come but it is only through your actions, you generate momentum, and from that, you generate creativity.

2. Create proven scripts and structures

Having worked with my clients over an array of industries now, I noticed common trends when creating marketing materials and that there are patterns and connections that each industry and niche have.

If you are a business owner or executive reading this you would know that there are certain themes that pop up again and again in your space. So why not use this knowledge and write scripts and structures for your messaging.

Not only does this create consistency in your marketing but also when you have a blank sheet of paper, you do not have to write from scratch which will help you produce material fast.

The second thing having proven-scripts does is that you are not reinventing the wheel. NEVER EVER reinvent the wheel, take what is working already and expand on that.

I will give you an example by highlighting some of the themes I have noticed working with different industries.

			Industry			Keywords to brainstorm from
			Flexible Packaging			Manufacturing process, quality control, packaging type, warehouse, suppliers
			Fintech			Security, PCI compliance, payment integration, e-commerce
			Personal Development			Goals setting, habits tracking, overcoming obstacles, mindset
			Real Estate			Location, building date, architecture, areas in the vicinity, investments, buy/sell price
			Digital Marketing			SEO, data analytics, content marketing, keyword research, search engine, affiliates
			Food/Restaurants			Food type, cooking process, good pictures of the food, restaurant atmosphere & pictures, cuisine combinations

These are examples of keywords that you can use to branch off new ideas in your brainstorming and creative process.

Always have a list of keywords on paper right next to you so you can branch of ideas when writing your copy.

3. Write “one to one” NOT “one to many“

This is very tricky if you are writing as an organization because the style will have to remain corporate. However, if you go too corporate you would not be able to stand out amongst the sea of competition. On the other hand, if you write too colloquially, you would be seen as unprofessional.

The key is to strike a balance with professionalism while maintaining a personal, “one to one” conversation with your audience.

Human psychology is the same and we all like to be treated as a human being and therefore we want to write as if you are writing to someone in our messaging. In the end, we are writing to another person with dreams, goals, aspirations, fears and we want to treat them with care and absolute respect.

When you write one to one, as if you are writing the way you talk, you are not censoring what you are writing. That is a good thing because you will be able to create pieces that other people will resonate with, but not only that, you will save yourself a lot of time as it is writing the way that is true to your style. After doing so, you can start the edit your work as you see appropriate.

Finishing Notes

I would like to wish you luck in producing materials for your companies. Remember, the concepts that I am introducing to you are to help you save time in your production. Once everything is done, you want to launch and take the feedback so that to produce the next piece which will be even better than the last.

With changing marketplaces happening by the second, the feedback you receive from launching fast is so important to tailor your messaging to find out what your customers truly want.

If you’ve read this far then I would like you to use my 7 best scripts to write copy from my free-e-book: “Cash-emails”. Although this is written specifically for email marketing, it can be used for Facebook ads, blog posts and other forms of communication.

If you’re a business owner in the 6-7 figure range then this book will be perfect for your team to learn how to write emails that give you will return to you a high profitability on your marketing investments.

Thank you and I will talk to all of you soon.

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