Wayne Mullins - Full Circle Marketing

Full Circle Marketing

Copyright 2021 by Wayne Mullins

Published by Ugly Mug Marketing

All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means without written permission of the publisher.

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Print ISBN: 978-0-578-97651-8

Ebook ISBN: 978-0-578-97652-5

UglyMugMarketing.com

To Heather, Truett, Jett, Hudson and Harper, dont settle.

Its not going to be easy, but its going to be worth it.

P eople assume marketing has to be expensive, complex, and complicated.

Theyre wrong!

Marketing can be simple, effective, and affordable. But the only way to make your marketing simple, effective, and affordable is to be strategic. In an ever-changing, ever-evolving world, being strategic isnt easy. The lure of the latest and greatest marketing tool or app is enough to persuade even the most skeptical among us to ditch our strategy and chase the new. And if the tools and apps arent enough to tempt us, we have plenty of self-proclaimed gurus pitching the marketing hack they discovered, all from their garage with a rented Lamborghini in the background. (Looking at you Tai Lopez.) With all the noise, how could you not believe marketing is expensive, complex, and complicated?

This belief that marketing has to be expensive, complex, and complicated is a myth. A narrative that we are being sold, and as much as I wish it werent true, its a myth weve bought hook, line, and sinker. Im reminded of the wise words Steven Pressfield shared in his book The War of Art:

Do you regularly ingest any substance, controlled or otherwise, whose aim is the alleviation of depression, anxiety, etc.? I offer the following experience: I once worked as a writer for a big New York ad agency. Our boss used to tell us: Invent a disease. Come up with the disease, he said, and we can sell the cure. Attention Deficit Disorder, Seasonal Affect Disorder, Social Anxiety Disorder. These arent diseases, theyre marketing ploys. Doctors didnt discover them, copywriters did. Marketing departments did. Drug companies did.

This isnt the book to debate the accuracy of Mr. Pressfields comment, but it is the book to help you shift your marketing narrative. During our time together, my job is to show you a process that can make your marketing both simple and effective. Notice I didnt say simple or effective. I said simple and effective. Both are attainable with the right strategy. Both are possible when you choose to let go of the false narrative youve bought that effective marketing is complicated and unpredictable.

Over the next pages youre going to discover two fundamental marketing strategies. Marketing strategies that work every single time they are used, and in many ways, these two fundamental strategies are like natural laws. And just like natural laws, you can choose to ignore them, or even pretend they dont exist, but your decision doesnt invalidate the laws. Jump out of an airplane, and you dont invalidate the law of gravity; you prove it. The same is true for the strategies youll discover in the pages of this book. You can ignore them, or even intentionally violate them, but your decision wont invalidate their reality. Instead your results, or lack thereof, will merely confirm their existence.

You may be thinking, thats a bold claim to make in the first few words of this book. I agree, so let me briefly explain why I place so much confidence in these strategies. To begin, Ive not only witnessed the results of these strategies in my own company, but also for hundreds of other organizations that have applied them. The next reason for my bold claim is simply this: these marketing strategies arent based on a tool, tactic, app, or what some guru shared with me in secret. Instead, they are based on the core fundamentals of human nature. This is not to say that human nature does not shift or change over time, because it does, but that changes are very slow and progressive. Therein lies the power of these marketing strategieshuman nature. If your marketing strategies are in alignment with the way human nature works, youll succeed.

A brief warning before we get started. On the surface these strategies may seem too simple or even too good to be true. If you arent careful, their simplicity may tempt you to dismiss them, and that would be a mistake. As marketers, we are prone to complexity bias. Complexity bias is a logical fallacy that leads us to give undue credence to complex concepts. We mistakenly believe simple solutions can not, or will not, be effective. So if you are going to get the most from our time together, let go of your complexity bias. You have my permission.

Lets begin!

T his rock has generated over a million dollars in revenue for our company!

Nope, thats not a typo.

And nope, thats not an exaggeration.

In fact, $1million dollars in revenue is an extremely conservative figure.

Ill give you the specifics in just a minute, but for now, let me explain what makes this rock so magical.

Are you ready for this?

Okay, here it is: Nothing!

Thats right, nothing!

Its nothing more than a smooth rock, just like one youd pick up on the side of the road as a kid, with words written on it with a permanent marker.

The words themselves arent particularly magical either. They simply say:

Effective Marketing Doesnt Have To Be Expensive. www.uglymugmarketing.com

I agree with younot overly impressive nor magical. So where does the magic come from?

All of its magic comes from two ancient, mostly forgotten marketing formulas. One of these marketing formulas was originally tested, used, and written about more than one hundred years ago, in 1910.

Oh, how the world has changed since 1910. Think about it, cars and electricity were rarities, news was only consumed via print media, and the majority of people never traveled more than twenty miles from where they were born. The world seemed to move at a much slower pace back then.

Despite how much the world has changed, the triggers that influence human behavior have remained relatively unchanged.

I know, I know. That is counterintuitive to what we naturally believe. Somehow we seem to think human psychology and persuasion have changed with the times. They havent! Despite what the Gary Vaynerchuks of the world want you to believe, what works today is based on the exact same fundamentals that worked in 1910. All of the poster-child social media gurus (Gary Vaynerchuk, Grant Cardone, Amy Porterfield, etc.) want you to believe people make decisions differently than they did in the past.

Of course the gurus want you to think this way. After all, their most recent book, course, or event contains the exact formula thats working right now. Each of these poster-child gurus will gladly share whats working now in exchange for a few (or many) of your dollars. Do you know whats beautiful about what they preach? As the world changes, it gives them the ability to sell you the newest version of whats working now.

Look, youre welcome to join the poster-child guru of the month club if youd like. But my prediction is that you end up frustrated with your results, and with a few less dollars in your pocket.