The Modern Marketing podcast is big on equipping you with the best tactics and strategies you need to market and grow your business. But the toolkit wouldn’t be complete without addressing the very instrument that makes strategy effective — your mindset.
Before you shy away, understand this episode’s guest is a far cry from the woo-woo type. However, he’s learned a thing or two about the role your mental game plays in achieving success.
Chris Evans is the co-founder of Traffic and Funnels and along with business partner Taylor, has grown their agency and consulting business from zero to over five million in revenue in under 23 months. With results like that, you might think about giving this mindset thing a shot. Get ready for a behind the scenes look at what it takes to overcome the mental challenges that stand between you and the business of your dreams.
- Dealing with the challenges of scaling a business fast
- Why ‘guru’ launches and sales are plummeting
- The biggest roadblock preventing you from success
- Getting over the fear of cutting out products and services from your business
- When family and close friends tear you down
- Choosing appropriate role models
- Why one thrives and one doesn’t get off the ground using the same strategy
- Recalibrating your mindset with the Morning Formula
- How Chris exploded from $30K to $100K in one month
- How to narrow down your offers and increase your income
- Why you’re not charging enough and how it affects your reputation
- How to make better decisions using less emotion
- Position yourself to be well equipped for the direction of marketing
- The major mistake people make when scaling a business
- Arrogance, remaining humble, and not getting too big for your britches
- Comparison is an effective tool
- How you convince yourself you’re capable of achieving big goals after a lifetime of not achieving that goal
- Sophistication levels of the market according to Eugene Schwartz and how it impacts the future of marketing
- Used to write copy and build infrastructures for successful launches
- Taylor wrote copy and built funnels for well-known people
- Teamed up 2 years ago and launched Traffic and Funnels with nothing but experience as experts ($0)
- Grew to a $5 million-dollar business
- Faced new challenges scaling that quickly
“The biggest thing that’s going to stop you from getting to $100K a month is you.”
“Strategies and tactics, to me, are garbage if you don’t have the right mental game.”
A design where every day you have a picture of what it is you want to accomplish.
The brain can’t tell the difference between something you’re imagining versus something you experience.
So, practice where you want to be.
Step #1: Correct your belief system
Shift from thinking goals are too unrealistic to believing your goals are possible to achieve.
How do you actually convince yourself that you’re capable of achieving big goals after a lifetime of not having achieved that goal yet?
Step #2: Surround yourself with the right people
- Exchange your relationships
- Optimize your environment for success with like-minded, high achievers
- Possibilities become tangible
Step #3: Offer less and specialize
Hone your focus on one kind of client and one result
Focus your marketing and messaging
Dial in and scale your offer
“Every time my business [experienced] a significant jump, it’s always been when I’ve cut something out. It’s never been when I’ve added a new service.”
Your prices reflect how much you value yourself
Most people are grossly undercharging.
Odds are, you’re doing a much better job than you think you are and your clients already appreciate you. There’s a huge margin that you’re leaving on the table.
“Some people come to us and they’re working way too many hours for very few dollars and they’re burnt out, frustrated, pissed off, hate their clients, and a lot of times they’re just not charging enough.”
Step #4: Have the right people on your team
Audit what you’re doing and what your time is spent on every day.
Look at what you can delegate to somebody else.
Hire the right people for the right time of business.
Keep your head on straight and make sure your clients are getting results.
“People think they’re saving money [doing everything themselves] but actually they’re losing and leaving a lot of money on the table.”
The major mistake people make when scaling their business is not understanding their numbers.
Remove the emotion-based decision making and make better-educated decisions.
Having a learner’s mindset
Never make the mistake of thinking you have everything figured out.
Reach out to others when you can’t see through the fog.
There is always something else you can learn, grow, and improve on.
Gaining perspective with comparison
- Entrepreneurs at any level tend to magnify the negative things in their business.
- Realign your perspective by reading about people who have bigger problems than you.
- When things are bad, someone always has it worse. When things are good, there’s always that next level you can take it to. It’s a balancing act.
Chris’s marketing forecast:
- The market is losing trust in so-called ‘experts’ and starving for authenticity.
- The more authentic, real, honest and truthful you are, the more competitive you’ll be
Increasing sophistication levels of the market (Eugene Schwartz concept)
- Branding connects with direct response
- People will spend a lot of their time, capital, and equity building brands of trustworthiness
- More emphasis on content development as a means to provide value and earn loyalty
- Branding connects with direct response
“Direct response you can write a killer headline, grab someone by the throat, and get them to buy. It’s not the case anymore.”
How Chris and Taylor are keeping up:
A YouTube show giving people a behind the scenes look at the good, bad, ugly, beautiful, hilarious, and not hilarious aspects of their business.
Mentioned in this episode:
Traffic and Funnels Website
Psychocybernetics – By Maxwell Maltz
The Magic of Thinking Big – By David J Schwartz
Breakthrough Advertising – By Eugene M. Schwartz