I had made what I thought was a great product ... athletic apparel for outdoor muddy obstacle course racing athletes.
Think Spartan Race and Tough Mudder.
Our fabric, construction, design and overall quality were world class,
But there was one little problem ...
I had no idea how to persuade people to buy it, and I tried everything ...
I burned through three different ad agencies in 6 months and wasted over $100k in advertising. I went to live events and tried to sell it directly to the customer. So much work with nothing to show for it except a shitload of athletic apparel sitting in my garage that cost me almost $200k to make.
The crazy part is that I knew I was a good businessman. I started (and still own) a commercial real estate services company that operates in three states with annual sales in the high seven figures.
At the core, the problem was that I was good at sales ... but not good at marketing. I actually used to mix up the difference between sales and marketing all the time. I even thought they were the same thing. Dead wrong.
I had a second mortgage on my house, was burning cash and crying in front of my wife at the kitchen table.
I had to take action.
So I became obsessed with marketing (which turns out has very little to do with product features and benefits and everything to do with human psychology)
I read 62 books from all of the marketing experts you've heard of ... and some you haven't. I went to two live events to learn the skill of influence and persuasion. And I invested just under $100k in coaches and mentors to help me perfect and implement everything I'd learned.
Since then, I've gone on to sell over $6,000,000 in products, services and experiences in the last three years.
I've spent half a million dollars and ads, which showed me how to actually make them work (which in contradictory to what just about every agency advertising on Instagram preaches)
And for the first time, I'm going to share what I've learned on my own journey to break through a crowded, chaotic marketplace and speak directly to my prospect's 'emotional buying triggers' so you can do the same
If you're a 'Creator' (not a Taker) with a product, service or experience that you want to sell more of, then I invite you to come along on a journey with me and other elite entrepreneurs as I show you how to develop and deploy powerful messages that have clients and customers running to you with credit cards in hand.