By Jessica Walman
The podcast currently has 45 episodes available.
For most of us, summer has officially started ☀️ And while others are frolicking under the sun, vacationing at the most relaxing getaways, and taking some well-deserved time off, this is the perfect time to:
✅ get your business on track
✅ prep your operations for incoming clients, or
✅ launch a new offer for a product or service
This week, we dive deep into decoding the powerful structure of high-converting sales.
And it all starts with a great offer! Learn how to structure offers to yield your desired outcome. 👌
Consider your not-so-baby steps, and start achieving your next significant milestone with these structures for maximum conversions. 💯
🎧 Don’t miss out on the new episode of Marketing on Tap as I share insights to streamline and improve your sales techniques.
Key Takeaways:
📌 Naming - Name your offer
❌ Don't try to be cool
❌ Don't try to be funny or trendy
❌ Don't use alliteration
❌ Don't make it too long (use 2-4 words, but not more than 7!)
✅ Use memorable words that are easy to say and spell
✅ Take time to research other offers
✅ Use keywords that will attract your ideal client or audience
✅ Look at how the name fits with everything else
📌 Description – typically shows up like a headline and is where you can be a little bit more creative!
✅ Stack - incorporate visual, auditory, kinesthetic, and other engaging elements into your offering
✅ Support – implement effective mechanisms for answering questions, offering guidance, and maintaining progress
✅ Tangible results - include social proof, screenshots, testimonials, case studies
📌 Offer Targeting
✅ Speak to your buyers (emotional, logical, etc) to value connection
✅ Urgent mechanism – something finite that disappears (urgency & scarcity)
✅ Guarantee risk reversal - provides a safety net and also protect your reputation
Connect with Jessica
Subscribe to the Marketing On Tap Podcast on Apple, Spotify, Google, Amazon, iHeartRadio or anywhere else you listen to and stream your podcasts.
Want to write a review on Apple Podcast? We’d love to know what you think about the show!
“If you aren’t growing your business, you’re dying.” 💀💀💀
I’m sure you’ve heard, if not this same exact quote, a dialogue more or less similar to this.
So you think you SHOULD scale your business. Aim for higher revenue. Hit that next big target. Grow your business. 🎯
A little pressuring, isn’t it? It’s like an unending chase. And not everyone’s cut out for it. It’s not always what every person personally needs or wants.
Here’s what you need to know: no matter what your number is—a six-figure every month, $10 million a year, or maybe just a consistent number of manageable clients—you really have to figure out what your goal is.
No matter what others say about growing your business, only YOU can decide for yourself what your goal is.
Whether you want to stay where you are in your business right now or you want to scale, YOU make the call. 🤙🏻
🎧 Listen to the new episode of Marketing on Tap and I’ll tell you my thoughts about the pressuring idea of growing your business for fear it’ll die. 💀
Key Takeaways:
📌 “If you aren’t growing your business, you’re dying.” — is it true or not?
📌 Before you listen to this notion normal in business, know first where you currently stand and what your goal is — your goal is the most important vision.
📌 Everybody can tell you how and why you should grow your business, but only you can decide how and when to do that — if it’s part of your goal.
📌 What’s important rather than always chasing the next big goal or number is growing your list, your following, or your target audience — because no audience, no business.
📌 You don’t need to feel pressured — growing your business doesn’t equate to being successful.
Connect with Jessica
Subscribe to the Marketing On Tap Podcast on Apple, Spotify, Google, Amazon, iHeartRadio or anywhere else you listen to and stream your podcasts.
Want to write a review on Apple Podcast? We’d love to know what you think about the show!
I know! It isn’t easy, right? Putting content on social media (that actually generates sales too) and making sure you’re consistent.
It takes a lot of thinking 🤔 planning 🗓️ conceptualizing 💭 and actually DOING 💪🏻 the content before you put them out in the open, in social media where everyone can see it, and finally attract future customers to whatever your life-changing offer is.
That’s why it’s always been an intimidating task.
But fret not, my friends. I have the easiest, simplest 5 steps that you can implement in the next 2 hours so you can plan your marketing content for the next 6-12 months!
🎧 Listen to the new episode of Marketing on Tap and let’s talk about how to make your life easier with these 5 steps.
Key Takeaways:
5 Steps to Create Your Marketing Plan Ahead
📌 Check your calendar and figure out what launches or promotions you have around the corner and fit your content with it — is Black Friday coming? Are you launching a book?
📌 Identify what’s your macro theme — analyze and deep dive into your content and offering. What main themes can you draw from it?
📌 From your macro theme, identify your micro theme — go another level deeper and flesh out your macro themes so you can find out what your micro themes are.
📌 Determine your content pieces — from the micro themes that you’ve dissected, determine the actual pieces of content you’re going to talk about now?
📌 Create a document or a spreadsheet where you can jot down and visualize all your content — you can usually draw many micro contents from long-form contents, so a document will help you get organized and actualize your content planning.
Connect with Jessica
Subscribe to the Marketing On Tap Podcast on Apple, Spotify, Google, Amazon, iHeartRadio or anywhere else you listen to and stream your podcasts.
Want to write a review on Apple Podcast? We’d love to know what you think about the show!
Which converts the BEST when marketing your business: long-form or short-form content?
Option A: One form allows you to produce a well-researched, in-depth content that creates confidence in your audience with the kind of knowledge you share with them, making you look and sound more credible.
Option B: This allows you to gap the short attention span your audience might have by only revealing the tiny, juicy, and digestible information in your content.
So, which one is best to use in your marketing?
❌❌❌
Correct answer: NONE OF THE ABOVE.
There is no ONE exact way to get your audience attracted, engaged, and converting into sales 💰💰💰
Both forms have their strengths and you can lean in on those strengths when you use them both at the right time, the right moment, with the right audience, and the right strategy.
The secret to success in engaging your audience is not with the form but in knowing when to use the short form or the long form.
Still unsure about your content? 🤔
🎧 Listen to the new episode of Marketing on Tap and let’s put an end to this long-form vs short-form debate.
Key Takeaways:
Long-form vs short-form content: What works best for you?
✅ Long-form
📌 Allows you to explore topics in greater detail
📌 Provides audience more knowledge
📌 Demonstrates your expertise and authority
📌 Works well with SEO search engines
✅ Short-form
📌 Short, bite-size content appeals broader audience who have short attention span
📌 Information is easier to digest
📌 Might result to higher engagement
📌 Enables you to create and publish more content more frequently
Connect with Jessica
Subscribe to the Marketing On Tap Podcast on Apple, Spotify, Google, Amazon, iHeartRadio or anywhere else you listen to and stream your podcasts.
Want to write a review on Apple Podcast? We’d love to know what you think about the show!
Here’s a fearless forecast: Ads-only agencies are DEAD! ☠️☠️
If you are an ads-only agency or someone who’s hired an agency to manage only your paid ads, I have bad news for you—this will NOT solve your lead & sales acquisition problem.
Why?
Because as I’ve said, time and time again, ads are only part of the marketing equation. If you don’t have your funnel, messaging, and follow-up dialed in, then ads WILL NOT work for you.
So what to do instead? You need an entire marketing system employed in your business to…
🎉 attract your ideal client
🎉 get the lead
🎉 get the actual sale
How exactly?
🎧 Listen to the new episode of Marketing on Tap and let’s deep dive into why I know ads-only agencies are out 💀
Key Takeaways:
What can a full-suite digital agency do for you that ads-only agencies can’t?
1️⃣ Strategy — Find an agency that will deep dive into who you are and what you want to achieve as a brand and a business so they can tailor-fit your ads to reflect YOU.
2️⃣ Messaging and positioning — The right agency will also look into who your audience is so you can speak to them differently from your competitors.
3️⃣ Funnel — They will help you create a funnel sequence that is designed for a positive, powerful, and profitable user experience.
4️⃣ Nurture — They will guide you into creating continuous and relevant content to nurture your audience and finally convert them into sales.
5️⃣ Creatives — They make sure you attract your ideal client and repel the non-ideal client through creatives that aren’t clickbait-y and can beat competition on the newsfeed.
6️⃣ Ads — A full-suite digital agency will help setup, launch, optimize and completely take charge of your ad account to ensure you hit goal KPIs.
7️⃣ Scaling — All these steps lead to scaling your business, and if this is your goal (which I think it is), a full-suite agency is what you definitely need to guide you through this journey.
Connect with Jessica
Subscribe to the Marketing On Tap Podcast on Apple, Spotify, Google, Amazon, iHeartRadio or anywhere else you listen to and stream your podcasts.
Want to write a review on Apple Podcast? We’d love to know what you think about the show!
Most of my clients are using webinars as their client acquisition system.
And for good reason—webinars, if done right, are an amazing way to create a relationship quickly with your ideal customer and turn them from lead to buyer in just one sitting.
Who doesn’t want that?!
But let’s be honest - creating a webinar that actually converts, and converts profitably enough to run paid ads to, is a struggle for most people.
This is why my agency does a complete audit on our clients' webinars BEFORE we ever run paid ads to it.
So if you’re looking to turn your webinar from so-so to ON FIRE, then I’m going to share with you 4 levers 🔧 that we ensure all of our clients utilize in their webinars.
Now, there is MUCH more than these 4 levers to make a webinar convert profitably, but if you implement these 4 levers 🔧, I can guarantee you’ll see higher engagement and conversions on your webinar.
If you haven’t added these 4 levers yet to your webinar, 🎧 tune in to the latest episode of Marketing on Tap and see how you can increase profitability on your next webinar!
Key Takeaways:
4 Levers of Conversion
1️⃣ Belief
⚙️ In your webinar, you have to create the belief that your product or offering can work for them.
⚙️ Make them believe that they can do the action required to get the result.
⚙️ Allow them to believe that they are worthy of the result.
2️⃣ Logic, aka tangibility — provide tangible data and outcome, show the process of how you can provide solution.
3️⃣ Credibility — add testimonials and result right from your client’s mouth.
4️⃣ Ethical persuasion — people need a push to say yes to themselves; be that support and offer them something that can impact their lives forever.
Connect with Jessica
Subscribe to the Marketing On Tap Podcast on Apple, Spotify, Google, Amazon, iHeartRadio or anywhere else you listen to and stream your podcasts.
Want to write a review on Apple Podcast? We’d love to know what you think about the show!
Facebook™ ads not converting? 🤒😔
Don’t worry, I’ve got you!
After brainstorming with my expert media buyers on what they are seeing as the TOP reasons client campaigns don’t perform…we’ve narrowed it down to 7 reasons.
Yes, 7. All of which come from years of experience working with clients and making sure their ads get them the outcome that they desire.
And if you can 🔨nail down 🔨 all these 7 I can guarantee you’ll have better results from your ads 😉
🎧 Tune in to the latest episode of Marketing on Tap to make sure you’re not making these mistakes.
Key Takeaways:
7 Reasons Why Your Ads Aren’t Converting
❌ You’re not speaking about the right problem or benefit in your ad — you’re talking in a general manner and not addressing specific needs of your target audience.
❌ You’re not stopping the scroll — your graphic or video is not enticing enough.
❌ Your copy isn’t compelling enough — your copy didn’t do its job of converting your audience into customers.
❌ Your posts are clickbait-y — your copy is overly enticing and attracting everyone, so it does not attract the right people.
❌ Your offer blends in with your competitors — you're not making yourself stand out from the rest of the competitors in the market.
❌ You’re not overcoming objections — your copy doesn’t counter the objections of those who read it.
❌ You’re not eyeing the right target — you appeal to the general public and do not target the right audience for you.
Connect with Jessica
Subscribe to the Marketing On Tap Podcast on Apple, Spotify, Google, Amazon, iHeartRadio or anywhere else you listen to and stream your podcasts.
Want to write a review on Apple Podcast? We’d love to know what you think about the show!
Error Message: Ad Not Approved ❌
You created what you think is AH-MAZING ad copy that you think will hit all the right spots to convert your audience to paying customers…
✅ well-written
✅ clear message
✅ hitting the right pain points and desires
But Facebook decides to be a 🤡 and rejects your ad. Worse comes to worst, Facebook shuts down your account 😱😱😱
Definitely a scary scenario, one that I’ve encountered before.
Don’t make the rookie mistake of just slapping up any copy without 1) thoroughly reviewing specific policies you need to follow in order to make sure your ads don’t get rejected and 2) listening to my tips and tricks to get around ad rejections (these are tricks from years of running paid Facebook ads).
🎧 Tune in to the latest episode of Marketing on Tap to dodge a bullet when Facebook gets cranky and rejects your ads.
Key Takeaways:
👍🏻 Golden rule to remember when dealing with Facebook ads — be compliant with Facebook ads policy as much as possible.
👍🏻 Common flagging trigger: Making specific claims — Don’t claim that your product can do this or that in a specific timeframe (even if it’s true); Facebook will surely reject that!
👍🏻 Common flagging trigger: Including personal attribute keywords in your copy — Facebook does not want you to direct the end user by using their specific situation and personal attributes.
👍🏻 Some keywords that trigger flagging you should avoid in the following niche: personal health and appearance, business opportunities, real estate, etc
👍🏻 Tips to not get flagged:
👍🏻 Test one ad first before you create multiple ads.
👍🏻 If it ever gets rejected, find the issue and fix it.
👍🏻 Duplicate the rejected ad before fixing it, submit the new ad, and delete
the old, rejected one.
👍🏻 Make sure landing pages also comply with Facebook ads policies.
Connect with Jessica
Subscribe to the Marketing On Tap Podcast on Apple, Spotify, Google, Amazon, iHeartRadio or anywhere else you listen to and stream your podcasts.
Want to write a review on Apple Podcast? We’d love to know what you think about the show!
Planning your next big launch? 💭
Great timing! You’re in the right place.
I know launches could be scary and overwhelming. What if you fail? What if it doesn’t convert? What if it doesn’t reach your expectations?
But fret not—I’m gonna trade with you some valuable lessons I’ve gotten from my experience working with our clients in the agency 😉
In this episode of Marketing on Tap, I’m gonna deep dive into the nitty gritty of launches—what worked and didn’t work, what mistakes you could avoid, and some ideas you could use for your own launch.
🎧 Tune in as I break down the essentials for a successful launch!
Key Takeaways:
💡 The intricacies of doing a live masterclass and how to make it convert well
✅ Set your expectations — know the attendee drop rates and from there, understand when’s the best time to make a pitch
✅ Remember that the goal is to give value and then pitch — people will consistently show up in your masterclass when they get something essential from you
✅ Refine the process — rather than changing your strategy entirely, look at some areas that you can enhance, like increasing your ad spend or asking your target attendees to join a Facebook group
✅ Use FOMO as a tactic — tell your target audience that it’s their last chance to get what you offer at a lower cost; the fear of missing out (and they’re really gonna miss out on something big) will make them want to join your masterclass
Connect with Jessica
Subscribe to the Marketing On Tap Podcast on Apple, Spotify, Google, Amazon, iHeartRadio or anywhere else you listen to and stream your podcasts.
Want to write a review on Apple Podcast? We’d love to know what you think about the show!
I know this is all too common of a saying: listen to your gut. 👂
But let me complete that sentence for you—listen to your gut. Give attention to what your instincts tell you, while also looking at real, tangible data 👀
Really, there’s nothing wrong when we listen to our feelings. But there’s also no harm if you don’t jump right away to what your heart tells you but instead align what you feel to what’s logical and concrete.
Our businesses are our babies, so there’s a tendency to be a bit (or should I say a ton?) biased about it. When that bit of bias kicks in, that’s when we should take a step back and look at it through a different lens. 🔍
Maybe then we could make the right, sensible marketing decision.
In this episode of Marketing on Tap, I’m gonna give you a few examples of when feelings are valid but are not solely the right indicator for you to make your choices. 🎧 Tune in to find out the balance between your instincts and data.
Key Takeaways:
💡 Make marketing decisions based on data and not your feelings — while feelings are valid, we sometimes have clouded judgment if we only rely on what we feel
💡 Looking into data allows you to take a step back and assess your business based on
✅ What’s working right now in the landscape?
✅ What do your conversions look like?
✅ What funnels are working for what type of price point products?
✅ What’s your end goal?
💡 No specific strategy that would work for everyone — remember to make marketing decisions and apply strategies that would align with your end goal
Connect with Jessica
Subscribe to the Marketing On Tap Podcast on Apple, Spotify, Google, Amazon, iHeartRadio or anywhere else you listen to and stream your podcasts.
Want to write a review on Apple Podcast? We’d love to know what you think about the show!
The podcast currently has 45 episodes available.