There are two colossal, evergreen problems in marketing:

1. Knowing what to do to move the sales needle
2. Getting stuff done

Even today, in the age of 'AI Will Do Everything' getting stuff done is as big a problem as ever. You can't work on any single part of your marketing without realising it comes attached to everything else. You can't edit a sales page without updating at least one email sequence, remarketing ad, upsell offer, upsell email sequence, etc.

Which is where the implementer steps in!

The implementer is the person responsible for getting the right things done; quickly, efficiently, and in an organised accessible way. The right implementer for you may not be the right implementer for me, and good implementers with a degree of strategic discernment are hard to come by.

Have a listen to this episode of the Story Systems podcast to learn more.

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Get help - head to https://storysellinglab.co.uk/jumpstart-service/

Doing anything in marketing always raises at least seven unexpected questions. For instance, what sequences need to go out? What landing pages will you need? What automation needs to happen when a contact clicks through to the landing page? Do you need a bump or upsell offer?

Consequently, you can never disentangle the messaging from the technology, so you need somebody on your team to both recommend and implement the right tools for your business.

I call that person the 'Systems Expert' - learn more in today's episode.

Takeaways

• Think about your systems before thinking about tech. Hire technology to automate a pre-existing system
• Most business owners need help with this
• Keep things simple where possible. It is harder and more elegant to create an efficient system that reliably works
• Get the most out of your chosen tools. Don't hire a Ferrari then leave it in the garage.
• Maintain accurate documentation
• You CAN do this - take responsibility for your systems
• The systems expert may not be the implementer
• Once you have the basics in place lean more into segmentation to streamline the customer journey

Get help - head to https://storysellinglab.co.uk/jumpstart-service/

In the last episode, we introduced the role of the 'Conversation Partner': the person who helps to extract content and stories from the business owner.

The next step in the content creation process is then to analyse the conversation and determine what will be used where. I call this person the 'Conversation Analyst'...

Takeaways

• The conversation analyst's role is to distil meaning from information.
• Avoid editing during the initial analysis phase.
• AI can assist but should not replace human analysis.
• Timers can help maintain focus during analysis.
• The conversation analyst is a strategically important role if you want to create content that stands out

Chapters

03:12 The Role of the Conversation Analyst

08:01 Condensation: The Art of Highlighting Key Insights

12:00 Avoiding the Weeds: Staying Focused on Analysis

12:48 Tech in Analysis: The Role of AI

18:38 Balancing Human Insight and Technology

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Prefer to read? Open the transcript

To work with Rob, check out the 'Story Jumpstart' service at https://storysellinglab.co.uk/jumpstart-service/

To work with me as your Conversation Analyst, you can also check out Activate Your Podcast.

One of the biggest changes in marketing and content creation has been a shift towards a 'conversation-first' approach. To create content in conversation requires a regular, ongoing chat with someone I call the 'conversation partner'.

In principle, the conversation partner can be anyone, but there's more to the role than meets the eye...

Takeaways

• Active listening is required!
• The conversation partner must be able to guide the conversation without dominating it.
• Recording conversations has become much easier.
• The conversation partner provides the human element in marketing.
• Anyone can become a conversation partner with practice.
• Record in as high quality as possible - plus some simple tips

Chapters

00:00: The Journey from Copywriter to Conversation Partner

03:18: The Role of the Conversation Partner

06:02: Podcasting and the Conversation Partner

13:46: Listening: The Key to Effective Conversations

13:52: Destination: Understanding the Purpose of Conversations

18:20: Recording: Capturing Quality Conversations

25:23: Recap and Reflections on the Conversation Partner Role

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Prefer to read: Open the transcript

To work with Rob, check out the 'Story Jumpstart' service at https://storysellinglab.co.uk/jumpstart-service/

To work with me as your Conversation Partner, you can also check out Activate Your Podcast.

Bad news: it's a substantial amount of work to tell your story and build effective marketing systems in your business. So if you're a busy business owner, how much of the grunt work of marketing should you be doing yourself?

Find out in this episode of the Story Systems podcast.

Takeaways:

• You can't do everything yourself, at least beyond the initial start-up phase
• The role of the business owner is to provide clarity and direction.
• Most business owners should limit their hands-on marketing efforts.
• Purpose in business emerges from engaging with the work.
• Take a self-inventory of your strengths and interests
• AI is changing the landscape of marketing.
• Effective marketing requires a balance of skills and outsourcing.
• Future episodes will explore specific roles in business systems.

Chapters:

00:00: Building Efficient Story Systems

02:13: The Role of the Business Owner

17:14: Purpose and Direction in Business

19:46: Self-Inventory and Marketing Predisposition

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To work with Rob, check out the 'Story Jumpstart' service at https://storysellinglab.co.uk/jumpstart-service/

In this episode, Rob explores simple ways to optimise your marketing follow-up systems - without losing your evenings and weekends!

Prefer to read? Read the Text Version

Takeaways:

• Macro testing involves assessing the overall structure and audience targeting.
• Micro testing focuses on specific elements within marketing campaigns.
• Document tests to avoid repeating past mistakes.
• Keep track of key metrics to identify bottlenecks in your marketing.
• A/B testing can optimise email engagement rates.
• Occasionally revisit previously conclusive tests

Chapters:

00:00: The Concept of Refinement in Marketing

02:41: Macro Testing: The Big Picture

06:35: Micro Testing: Fine-Tuning Your Approach

17:53: The Importance of Testing Logs

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To work with Rob, check out the 'Story Jumpstart' service at https://storysellinglab.co.uk/jumpstart-service/

In this episode, Rob explores the importance of consistency and how to achieve it. (Note: this is NOT your standard advice on consistency!)

Prefer to read? Read the Text Version

Takeaways:

• Purpose fuels the fire for consistent content creation.
• Focus on a broader range of topics to engage your audience.
• Flow in content creation leads to ease and enjoyment.
• Repurposing content can help maintain consistency.
• Having a clear vision is essential for staying on track.
• Building a team can support consistent marketing efforts.
• Long-term marketing requires patience and dedication.

Chapters:

00:00: Introduction to Rachel Elmore Love and Magnetic Marketing

05:07: The Journey of Wise Echoes and Personal Transformation

10:20: Understanding Consistency in Marketing

16:17: The Role of Purpose in Consistency

22:57: Focus and Flow in Marketing Consistency

29:30: Recap and Future Directions

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To work with Rob, check out the 'Story Jumpstart' service at https://storysellinglab.co.uk/jumpstart-service/

In this episode, Rob explores the optimal structure for educating new leads, sharing your story, and placing relevant offers.

Prefer to read? Read the Text Version

Takeaways:

• People tend to overcomplicate marketing systems.
• Onboarding is a critical stage in the new prospect relationship.
• Pay attention to immediate engagement after opt-in.
• Thank you pages should be optimised for both user experience and tracking.
• Ongoing communication should include repurposing past content.
• Direct mail remains a valuable tool in a digital world.
• Multi-channel marketing enhances client engagement and retention.

Chapters:

00:00: The Journey to Infusionsoft Expertise

04:51: Building Effective Systems

17:53: Onboarding and Orientation Strategies

23:58: Catch Up and Ongoing Communication

28:28: The Importance of Multi-Channel Marketing

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To work with Rob, check out the 'Story Jumpstart' service at https://storysellinglab.co.uk/jumpstart-service/

This episode explores the second overarching Story System: conversations! AI developments have facilitated a shift towards 'conversation-driven' marketing, where all you need to do is show up and have great conversations.

Prefer to read? Read the text version.

Takeaways:

• Client conversations are essential to truly understand your market.
• Self-chat can help in assembling marketing material.
• AI has transformed content repurposing.
• Authentic conversations lead to a better understanding of clients.
• Testimonials should reflect true client experiences.
• Recording conversations can capture unexpected insights.

Chapters:

00:00: Rob's Journey in Business and Marketing

05:14: The Power of Client Conversations

12:51: Self-Chat: Assembling Marketing Material

18:57: Repurposing Content with AI

28:59: The Importance of Authentic Conversations

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To work with Rob, check out the 'Story Jumpstart' service at https://storysellinglab.co.uk/jumpstart-service/

In this episode, Rob shares his journey from being a web designer to understanding the importance of paid clicks in marketing. He discusses the significance of generating clicks, the mechanics of ad auctions, and the necessity of tracking leads through to clients.

Prefer to read? Download the PDF Companion

Takeaways:

• Clicks are the starting point for effective story selling.
• Paid advertising is essential for generating consistent clicks.
• Testing different ideas and offers is crucial for success.
• Targeting the right audience is key to effective advertising.
• Timeframes for lead conversion can vary significantly.
• A CRM system is necessary for tracking conversions.
• Focus on one primary source of ideal leads.
• Clicks can be expensive; prioritise quality over quantity.
• Patience and testing will be required!

Chapters:

00:00: The Journey to Self-Discovery

03:48: The Power of Clicks in Business

09:31: Understanding the Ad Auction

19:18: Timeframes and Long-Term Strategies

24:21: Introduction to Clicks in Marketing

25:20: Understanding Paid Advertising and Clicks

26:23: Long-Term Strategies for Nurturing Leads

27:27: Identifying Your Best Source of Leads

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To work with Rob, check out the 'Story Jumpstart' service at https://storysellinglab.co.uk/jumpstart-service/