Why Marketing Pre-sells the Product

If you don't consider yourself a marketer, think of marketing as accelerating the sales conversion process. Why do individuals like Gary Vaynerchuk or Alex Harmosi walk into appointments and have already pre-sold their product, service, or opportunity? It's because of all the marketing done beforehand. When everything is seen as marketing, the sales process becomes much easier. This concept changed the game for me—the best marketers are not looking for sales; they're looking for signals that indicate interest.

Real-Life Example: The Power of Marketing Signals

I once had someone wire me money without even talking to me. We exchanged emails, and he expressed interest in a project. I provided the details, and he responded, "Done." That's the power of marketing signals—catching the interest early makes the sale effortless.

The Value of Email Lists

Your email list is the most valuable asset in your business. I wouldn't trade mine for anything. If someone asked, "What is a sales email?" I’d suggest focusing on creating a weekly email that delivers value and moves people forward in their buying journey. When I figured out how to market properly, I stopped having to sell as much, leading to both business growth and personal fulfillment.

Insights from Successful Marketers

Today, let's dive deep Shiran Chasa with a special marketing guru who exemplifies great marketing. He’s the president of the largest publicly traded real estate brokerage in the world, a serial entrepreneur, and investment banker with five exits in the last 20 years. He’s had tremendous financial success, but most importantly, he loves the game of business and entrepreneurship.

The Importance of Sacrifice and Celebration

Shiran shared how his parents sold everything to bring him to the US. That sense of responsibility pushed him to succeed. Over time, he realized that what started as a sacrifice became a celebration, a lesson that resonates deeply with entrepreneurs and immigrants alike.

Why Marketing is Essential to Business Success

Marketing as a Pre-frame for Sales

Shiran, in a podcast, discussed why selling becomes difficult when there's no marketing pre-frame. Marketing doesn't just get you an appointment; it lays the groundwork, making the sale a natural next step. Without this foundation, the process is unnecessarily challenging.

What is Framing in Marketing?

Framing is about creating a container of context. Think of the Mona Lisa on a museum wall with the perfect frame and lighting—everything about the experience is framed to make it shine. In marketing, it's crucial to frame your offers, emails, and interactions. A simple way to frame an email might be to start with, "If you're a real estate agent in North America..." This immediately targets your audience, establishing relevance and rapport.

Dumbing Down Your Message for Impact

Simplicity is key. Shiran shared a tip he learned from a copywriting coach: "Write as if the reader is in the back of a car, slightly drunk." Keep sentences short, use easy punctuation, and make paragraphs approachable. If your content looks dense, people will put it aside for later, and that’s not what you want.

The Art of Time on Brand

Moving Beyond Short Form

People often ask how many pieces of content they should post each week. The focus shouldn't be on quantity but rather time on brand. How much time does your audience spend with you? Podcasts and long-form content offer more "time on brand" than short-form videos, which only provide fleeting moments of attention.

The Balance Between Brand Content and Direct Response

Mixing Long-Term and Short-Term Marketing

There are two types of content: long-term brand-building and direct response. Both are necessary. Long-term content builds authority, while direct response delivers immediate results. The trick is knowing how to balance these strategies. For example, embedding direct response within long-term content can generate interest without being too salesy.

Operationalizing Generosity

Shiran shared a valuable insight: "Operationalize generosity." By constantly providing value to your audience, you build goodwill and foster relationships. This approach doesn't focus on selling but on sharing insights that help others, which in turn attracts opportunities.

The Role of Coaches in Scaling Business

Investing in Coaches

Hiring a coach transformed my business. I once paid $100,000 for coaching from Billy Gene, and that investment changed everything for me. Shiran shared a similar story about paying $50,000 for a three-hour session with a speaking coach, which dramatically improved his public speaking.

Building a Pipeline for Future Success

The Deal of the Week Strategy

Shiran advises sending a "deal of the week" email to your list every week. The email is simple—no pictures, no links, and no addresses—just enough information to spark curiosity and prompt replies. This keeps the conversation going and creates a steady flow of engagement.

Conclusion: The Power of Marketing and Relationships

Ultimately, marketing isn't just about generating leads—it's about building relationships. Content is a gateway to new connections, and those relationships can drive your business to new heights. The key to success is combining great content with actionable tactics and long-term vision.