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Work Less, Earn More is the podcast that explores how to get the most out of every hour you work. Gillian Perkins brings more than a decade of experience as an entrepreneur and educator to help you design a business that's not only flexible and fulfilling, but highly profitable. She shares strategies that are working in her own business to save time and maximize profits. She also features interviews with successful business owners on how they’re achieving big things in their businesses with crazy-little time investment. Share Work Less, Earn More with an overworked entrepreneur you know who could use a change of pace!
[0:00] How can you simplify your marketing without losing momentum?
[0:05] So when you have a business, especially an online business, there are so many different things that you can do to promote your business. And you know you need to do things to promote it, right? You know that you need to somehow market this thing. You need to tell people about your business, about your products, because they can't buy your product. They can't even want to buy your product if they don't first know that it exists. So we come up with a marketing strategy. And maybe you did this in a more formal way, or maybe you just kind of pieced it together one thing at a time as you learned different marketing tactics that you could use to promote your products and business.
[0:43] One way or another, if you are running a business right now, you have some sort of marketing strategy, a marketing plan that you are using to promote it. And a lot of the time, when we don't get the results that we want initially, and I mean, let's be real, when do we ever, we're always thinking about how can we get bigger, better results with this business?
[1:03] Well, a lot of the time, what we end up doing is we end up complicating our marketing strategy. We add more and more pieces to it in an effort to make it work better and better.
[1:15] And while that is quite logical, perhaps, and intuitive, the fact of the matter is that a lot of the time, adding more things to our marketing plan can actually make it perform worse. And what we really need to do is we need to have a better strategy, not a more complex strategy, It can often be even a simpler strategy, but a better strategy and or we need to execute it better. We don't need to add more bells and whistles.
[1:42] In fact, they can often distract us from the main things and can make it harder for us to do a better job with our marketing. And we will see much bigger results from doing less, but doing it better. That ties right in with the topic of this podcast, work less, earn more. We don't need to be doing more to get the bigger, better results. We need a better strategy and better execution. So in today's episode, I'm going to walk you through five or six. I think, let's see, I think I've got six here, different ways that your marketing could be more complex right now than it needs to be and how you can simplify these different aspects of your marketing so that you can get bigger, better results. And I hope what you hear me saying is you can make more money with your business and you can attract more customers, obviously, while working less.
[2:33] You know, that's why we're here, right? And with a simpler strategy. So let's get into it.
[2:46] [intro bumper]
We became entrepreneurs because more than anything, we want freedom. We want to be in control of our own schedule, income, and life. But unfortunately, that isn't always the reality of being a business owner. I'm Gillian Perkins, and I'm on a mission to take back entrepreneurship for what it's supposed to be.
In every episode, I'll share with you how to get the most out of every hour you work so that you can work less and earn more. Let's get to it.
[/intro bumper]
[3:15] Okay, friends, we're going to look at these six different ways that your marketing strategy might be more complex than it needs to be and how you can simplify it. The first one is the platforms that you are on. And you're going to see a running theme here with almost all six of these different things that we talk about. The running theme is that often less is better and makes it possible for you to do a better job with it also. And, you know, I'm sure that this one comes as no surprise. guys, fewer platforms. Okay, fewer platforms can be a lot easier to manage. They can be a lot less work for you. But you might think that if you are on fewer platforms, that you will get fewer results. You might think that it would be better if you could effectively be everywhere. If you could be on Instagram and LinkedIn and X and YouTube and have a podcast and a blog, right? all the things. But I got to tell you that we all have limited resources, okay? Whether it's you working on your own, you're a solopreneur, or even if you have a team, you have a limited budget with which to have that team. So there's a limited number of people on your team who are working limited hours. And however much time you and or your team have available to work on putting out content on different platforms.
[4:33] You will see bigger, better results, almost certainly like nine times out of 10, if you put all of that effort into a smaller number of platforms. When we spread ourselves too thin over too many different platforms, too many different projects or activities, we often don't ever reach what I'll call the critical mass, okay? The critical mass is the amount of time, effort that you need to put into something to really get the ball rolling, to really get the momentum, to really stand out from the crowd and get people to pay attention to your content. So some ways in which this happens.
[5:14] If you're putting content on, let's just say, every platform, then the content that you put on all of these platforms, it will have to either be smaller or less significant or less frequent, right? And to make real progress on any platform. And what I mean by that is to get the algorithm to recognize that your content is being appreciated by people and that there is enough of it to promote people. Okay.
[5:42] You have to make content that is good enough, and you have to make enough of that content. But when we spread ourselves thin across many different platforms, we often never quite get to that point. So the content is not noteworthy enough. It's not significant enough. It's not high enough quality and where there is not enough of it. And so we never find the favor of the algorithm. The algorithm recognizes correctly, most likely, that people are not giving your content much attention, that they're not very interested in your content, that they're not very engaged with your content. Ultimately, that they don't like your content very much. And so it doesn't recommend it to people. So people don't even find it. And this leads to far less growth on that platform than you could see otherwise.
[6:32] And now your content, it might only need to be a smidge better to get miles better results. And I hope that that makes sense how that works. But if it is just barely below this threshold that it really needs to be at, people are not giving it enough positive feedback, essentially. They're not clicking that like button. They're not watching it for longer. They're not leaving the comments. And really that viewer retention on YouTube, you know, or people looking at your post for longer on Instagram, generally those are the most important metrics on almost any platform. But regardless, if it's not quite getting over that threshold, then the algorithm will severely under promote it compared to what it might do. And this leads to far less engagement, interaction, visibility for your posts, for your content.
[7:21] So when we are on fewer platforms, not only is this less work for us, but it often leads to significantly better results.
[7:32] In my own business, how I experienced this, it was quite a number of years ago when I was very first starting the business. I would say I've experienced it many times since then to lesser degrees. But it was the most significant this very first time when I was a one-woman show. And I was trying to be on pretty much all the platforms.
[7:52] I was on Instagram. I was on Facebook. I was trying to be on LinkedIn and Pinterest and Twitter, all the different places. And when I finally decided to make YouTube a big part of my marketing, I decided to go all in on YouTube because I saw such a huge opportunity there. But I also saw that it was going to take a bit more time than a lot of these other things were taking and I couldn't really squeeze it in. There wasn't enough time in my workday to do that. So I decided to just double down on that one thing and put all the other things on very much the back burner, like past the back burner, or take them off the stove and just do YouTube only for at least three months for an experiment. And what I saw in those three months was that I got more growth in those three months with just doing YouTube than I had gotten in the previous year trying to be on all the other platforms. I got over a thousand subscribers in those first three months, whereas on all the other platforms, I was getting a couple new followers per day, per week. And so I had less than a few hundred followers after an entire year of posting content and blogging. So that was the first time when I saw the power of this. But I've seen it so many times since then in all areas of my life, really, where oftentimes, because this isn't just about the algorithm...
[9:20] This is about most of the time with any endeavor that we have in our life, we have to put a certain amount of effort into it to really, like I said before, get the ball rolling, to really start making significant progress with it. And that can mean that the difference that you get between sometimes putting, let's say, two hours into something a week, you might get practically no results at all. But then you just step it up to, say, three hours, okay, so not very much more time, and suddenly you start getting pretty remarkable results because you've passed that threshold. So my encouragement to you is right now, however many platforms you are on, if it's more than one, consider that you might get bigger, better results and save yourself time and effort and energy if you are on fewer platforms. And really think about what that would look like. Do you think that you would lose out on something, that you would miss out on something if you were to cut your platforms down to just one or two?
[10:23] I do think that there is an argument to be made for being on perhaps up to three platforms. And the argument would be that you might be using these platforms for very different purposes. Today, I am on several platforms for different purposes, right? So for me, I use YouTube as my one main visibility strategy. Now, since YouTube has been working very well for me for many years, these days, I do dabble in some other ones. I think that it's best long-term to not have all of your eggs in one basket. And so we're always working on developing a couple more and strengthening basically like our secondary sources of visibility.
[11:03] But YouTube has been the main one. It's been the bread and butter ever since I chose it as the main one and chose to double down on it. I've also got this podcast, obviously, right? So what am I doing over here? Well, the podcast, It's for people mostly who have found me on YouTube or with one of our other visibility channels. And now they are interested in learning from me more. They're interested in going deeper, in getting more advanced training, because honestly, the more advanced training definitely happens here on the podcast, right? So it's for those people. Now, some people do discover me via the podcast. Some people are searching for some term and they stumble across the podcast on Google or in their podcast player. And that's great. And if that's you, like, welcome. I'm so glad that you are here with us. But that's not my main aim with the podcast for sure. And I don't have the podcast as another visibility strategy.
[11:59] And then I've also got, you know, email marketing. That's kind of a platform in and of itself. But that one also, it's very much for developing relationships with people and leading them towards potentially buying a product, you know, or a way that I can help them further.
[12:14] Now, what about the other platforms? Let me think about this. What other platforms am I on? A tiny bit on Instagram. Not really, though. We don't really put any like business resources behind that. I use Instagram primarily almost as like business card for my business, kind of like a website where people can go to like look me up to find out what I do, just so that they can find me if they're trying to look me up on Instagram. And then from time to time, we'll post something just to kind of keep the thing alive, right? Keep it active looking. I don't try to post on LinkedIn or Facebook at all or X for business at all. Or when it comes to Pinterest, that is one that we have worked at sometimes to develop. Personally, I have not found nearly as much success there as I have with YouTube and the podcast. But it is a channel that we do sometimes work on building up again so that we have not all our visibility eggs in one basket. Anyway, so that's kind of how I approach that. But overall, would definitely recommend fewer platforms. I think you will get bigger, better results.
[13:17] Okay, let's move on. I need to not spend quite so much time on each of these points. But I think that a lot of what I said there, talking about how many platforms you might want to be on, might choose to be on, will carry over and apply to
[13:30] some of these other things as well. So the second way in which your marketing plan can be more or less complex is how much content that you're putting out. So even if you're only on one platform, you might be posting there every day, or as little as once a week or once a month. So how should you decide how much content to post? And is it better to post more content or less content? Now, strictly speaking, I will be frank with you, more content would be better. If we're talking about the same content, like if we are comparing oranges to oranges, not apples to oranges, then more content is better. And the reason for this is because every piece of content that you put out is an opportunity for people to find you, find your brand. It is an opportunity for somebody to be doing a search and to find that piece of content that they wouldn't have found if you had not created it, right? It is an opportunity for a piece of content to exist that an algorithm might recommend to somebody. So more content is better. But here's the thing. We really can't compare oranges to oranges here, okay? Because when you create more content, content more frequently, you're.
[14:46] It affects other things. Creating more content is going to almost certainly make your content less in some way. It is going to make your content be smaller or be lower in quality in some way. Because again, we all have finite resources, whether it's just us or whether it's a team, we have finite resources. And so if we are only making, say, one piece of content per week, we are going to put 100% of the time we have available for content creation into creating that piece of content. But if we create two pieces of content, well, now we are going to be putting only half as much time and energy and thought into each piece of content. Or else, and this I think is what most people do, we will be sacrificing something else, whether that is some other aspect of running our business or time with our family or something else, right? Something's got to give, quite literally. So I think that most people, when they create more content, they do both of these things. Both each piece of content gets a little bit less attention and time. But also, you are pulling resources from other aspects of your life and your business to be able to still invest enough time and energy into each piece of content to make it be as good as you want it to be.
[16:09] And this works up to a certain point where, for example, you go from one piece of content, like let's say we're talking about YouTube videos here. And if you have one YouTube video per week, maybe you're putting five hours into it. Okay. And then you decide, I want to do two. Well, you're probably gonna put a little bit less time into each of them. So maybe you're putting eight or nine hours and you pulled those additional three or four hours from other aspects of your business or possibly from your personal life. But at a certain point, like let's say you decide to do a video every day, there simply won't be enough time to pull from all the other places in your life to spend five hours every day creating a video. And so we're looking at a pretty dramatic reduction in how much time can really be invested in each video.
[16:57] So the main point here, I think, is obvious that the more content you create, generally, the worse the content will be, or at least the smaller the content will be. And so we have to, at best, find the sweet spot where we are creating the maximum amount of content that we can create while not having any negative effect on other aspects of our business or our life, managing the amount of content we are able to create. However, for most people, what I find works the best is to create a quite small amount of content, really, compared to how much content you might create, a minimal amount of content. So this, for a lot of people, is one significant piece of content per week.
[17:44] So that could be one YouTube video per week, one podcast episode, or one blog post. You might also be creating a few pieces of support content. Perhaps you want to use Instagram in your business strategy. And so maybe you create, say, three Instagram posts per week. Now, I would consider any of these amounts that I'm mentioning here to be the minimum amount, okay? The smallest amount that you can create and still get good results on that platform. Because remember, we have to put enough effort, enough time into any platform that we are on to be able to get really good results with it. And there is a minimum amount of content, a minimum frequency with which you can publish content on any given platform and still get good results generally. Now, with the longer form types of content, for example, YouTube videos, especially YouTube videos, really, and also blog posts, I would say, there are exceptions to this. You can create content that is so amazing that you can post literally only once a year and still see some pretty incredible results on YouTube and again, perhaps with blog posts on your websites.
[18:57] However, those are the outliers. And most of us, honestly, at least I'll speak for myself personally, I don't have it in me to create such an amazing piece of content. Like I just don't have enough motivation, really, to invest as much mental energy as I would need to create such an amazing piece of content that I could get away with posting only one video per year. For me, the sweet spot is to find that general minimum. And that could be once a week or even as little as once a month. And for the last couple of years, I have been generally posting only about one video per month. But that's kind of this minimum frequency that we need to have where we can stay on good terms with the algorithm. We can keep the platform alive and healthy. But it's the minimum frequency that I can get away with so that all of the time and effort that I do put into the content can all go into one piece and can make it as great as it can possibly be. Because that really tends to create the best results. Less, better content. And that is certainly simpler.
[20:05] All right, now let's talk about the third way that we can have a simpler marketing strategy. And this one, it's a little bit counterintuitive, a little bit of a push and a pull. It's all about content repurposing. So the question here, and this one is almost more something for you to ponder which way will be simpler for you.
[20:28] But I'll share my experience here with you. So content repurposing. It can be simpler to do more content repurposing, or it can be simpler to do less. Okay, so what do I mean by that? Well, more content repurposing can be simpler because then you don't have to create more different pieces of content. You can stretch each piece of content that you create quite a bit further. You can get more bang for your buck. And that could be smart. On the other hand, less content repurposing can be simpler because, well, obviously, you're doing less, right?
[21:03] You aren't trying to stretch your content so thin. You are letting each piece of content just stand on its own two feet and just be what it is. And you're not putting more time and effort into that piece of content. So I think that there is an argument to be made for both. But the most important thing when it comes to content repurposing is the same principle that we had with deciding how much content to create. And that is that you only want to do as much as you can do very well. So let me give you some examples for how we can do content repurposing really well, some ways in which it might be very worthwhile to repurpose your content, and some examples of some ways in which I think it really is a waste of time to repurpose your content. So one way that is a very good way to repurpose your content is if you are creating, let's say, YouTube videos. And so there is an audio component to them. And whatever you are talking about slash the format of the YouTube videos translates very well into an audio only format. So if you are basically doing a podcast on YouTube, it's something that is practically purely auditory, but you just have the camera rolling and people can watch you while you're talking.
[22:13] Well, then it makes a whole lot of sense to then take that content and publish it over on your podcast, right? So that is a way that I would say is a smart way to repurpose your content, a way that is quite simple, but is going to help you get bigger and better results, help you to have a lot of momentum with your marketing, be in more places, get more out of the work that you're doing. Now, on the flip side, here are a couple of ways that I find do not work very well. One of them would be if you don't really have the bandwidth to edit your YouTube video into short form YouTube videos, It can be really tempting to want to take the effort that you put into that one video and stretch it a little further. And so you think, well, I don't want to miss out on the potential growth that I could get from short form video. So I'll spend just a small amount of time or a small amount of my team budget having people cut this video up so that I have these short videos to post as well. And you might think that you're getting more mileage out of that.
[23:16] If you're not putting enough time or enough budget into doing this really well, then chances are you will get very poor results with those short form videos. But you will be taking away some of the resources that you could have put just into the long form video in the first place and gotten potentially significantly better results from even putting just a small bit more time, effort, creativity into the original piece of content.
[23:44] Another example would be, let's say you wrote a blog post and you think, I'll just take some excerpts from it and I'll publish them over on Instagram. Now, first of all, the medium might not translate very well. Like maybe it works really well in the context of the blog post, but those same sentences or paragraphs, maybe they just don't have enough context to be a very good Instagram post, for example. And that's kind of the biggest problem. The underlying problem that I see with content repurposing is that a lot of the time, while something might have been a great video, maybe it doesn't make a very good podcast, right? Because maybe it was too visual. Or it might have been a great blog post, but maybe that quote that you pull out of it, it is not a very good post on X or a very good caption on Instagram, right? So that's kind of the like fundamental problem. But then the almost the deeper issue is the fact that you are stealing time from your bread and butter content creation to create more worse quality content. So again, like I said, this is practically the same thing as talking about how much content to create. But I think that it does deserve, you know, to be spoken of separately since we might be thinking about it as a separate issue. So how can you simplify your marketing when it comes to content repurposing? Be very intentional about it. Do less than more content repurposing. Only do it when it really makes sense.
[25:09] And don't do it so you can be on more platforms. Again, fewer platforms often gets you so much further.
[mid-roll ad] [25:16] Hey, did you know that I have another podcast? So right now you're listening to Work Less, Earn More, which is my main show. But I've also got this other podcast called The 100k Method. The 100k Method is a 10 episode podcast series all about how to build a strategic sales system for your online course, your membership, or your coaching program. So if you don't already have a system that is consistently getting you sales online, then you're definitely going to want to give this podcast series a listen. Now, like I said, there's only 10 episodes in it because I know that sometimes it can be a little overwhelming to start listening to a new show. You don't know where to start. You don't know if you should start with the most recent episode or the first episode that was like three years ago or somewhere in the middle with a random episode that just looks interesting. So I wanted to make sure that this podcast series had a really clear start and finish. you can actually listen to the whole thing and get the whole message. Of course, it's totally free since it's just a podcast series. But honestly, it's kind of like a mini audio course.
[26:20] To check it out, all you need to do is go to gillianperkins.com slash the-100k-method. And you'll find the podcast series right there and you can start listening right away. You can also just give it to Google. All you'll need to do is search the 100k method podcast and it'll pop right up top results. And I really hope that you do go look that up and give it a listen. Because I know what a difference it can make to have a strategic automated sales system for your product online.
[/mid-roll ad]
[26:55] Now, for the fourth thing that we're going to talk about today, we're going to talk about your offers, okay, or your products. How many different products should you sell? Well, as soon as I pose that question, you probably know where I'm going with this. But basically, we often add more products to our businesses to try to cater to different customers or customers at different points in their journey, right? We think, well, if I only sell this one product or these couple products, then I'll only be able to make sales to people who want that one product. But I have some people in my audience over here who they want a different product. And so I should make a product for them because then altogether I can make more sales, right? I'm taking advantage of more opportunities. But the thing is.
[27:42] Offers take energy also. Offers take bandwidth.
[27:47] Most of the time, we don't make offers just because they are sitting on our website. People don't just come to our website and choose to purchase them. Most of the time, to make a sale online, you have to do something to promote your offer. Whether that is working on the SEO for that offer so that it ranks well on Etsy or on Amazon, or that is you running an advertising campaign to bring traffic to the web page or that is you actively launching the product to your email list. Most of the time, you have to do something to actively sell that offer.
[28:21] Even if that something that you had to do was to do the one-time project of setting up the automation to sell it, again, you still had to do something to sell it. Therefore more offers means there will be less bandwidth less time energy creativity etc to be able to promote each one and while it's not quite as self-evident as when we're talking about platforms and algorithms the fact of the matter is that just like any project there is a tipping point there is a threshold of time and energy that you have to put into any one thing to start getting results and that most of the time we get exponentially greater results by putting incrementally more time or energy into any given project that is already past that threshold than we do by putting that same time, energy, etc.
[29:17] Into any project that has not yet passed that threshold. And often the further past the threshold, the more time and energy we have put into any given project, be that a platform or marketing a specific offer or anything else, we get significantly more results.
[29:36] Let me say that again, just in case that didn't quite make sense. The more time we put into a project, generally, the greater results we get for all additional time we put into that project. Now, I know that this is a bit counterintuitive because we all heard of the law of diminishing returns, where at a certain point with certain types of projects and activities, putting more time in gives us less results than the initial time that we put in. So an example of this might be that 11 hours in the gym each week doesn't give you hardly any more gains than 10 hours a week in the gym does, right? Because you've already kind of maxed out your potential.
[30:17] But I think that the reason why we see this significant difference between some types of projects and activities, like, say, marketing campaigns versus other types of projects and activities, for example, gains in the gym, has to do with whether there is truly a ceiling on the results that we can get from this project or activity and how close to that ceiling we are. Now, when it comes to selling a product online, of course, there actually is a ceiling. There are only so many people in the world who could possibly buy the product, both because of like literally a finite number of people in the world, but also certainly a much smaller number of people who have the resources to be able to buy your product and have an interest in purchasing your product, right? So there definitely is a ceiling. But when we are marketing a product, we are generally far, far below that ceiling. And so first, we just have to work to, again, get over that threshold where we start getting any visibility at all, getting people to pay attention to it at all. But then we see kind of an exponential gain with, again, each additional hour invested until we get, I don't know for sure, but my guess is 80% of that ceiling of the maximum kind of height that we could attain with it. And for some types of projects, that ceiling is just way lower compared to how much time we have.
[31:38] It might be challenging to spend 10 hours in a gym, but most of us, we could somehow manage to find that time on a weekly basis if we really wanted to, right? And our potential for gaining muscle and strength maxes out around 15 to 20 hours per week in the gym. Beyond a certain point, you actually will start making negative progress, right? You'll start sliding backwards. You'll start breaking down your body faster than it can regenerate, faster than it can grow stronger. So we can get very close to that threshold very quickly whereas with something like our potential for growth on YouTube or our potential for again scaling a product it's so much higher than we have the resources to be able to reach at this given time so there is just kind of like so much opportunity there there is so much like money on the table if you will for us to be able to pick up that the faster we can pick up the money, the more money we will be able to pick up.
[32:39] So I hope that that makes sense. I hope that you understand why that means that fewer offers are generally going to grow your business faster, grow your revenue faster, allow you to make more money. Because when you have fewer offers, even just one offer, you will be able to put a lot more time and energy into promoting that offer. And you will be able to reap those exponential gains that you can get because you're doubling down on fewer things.
[33:09] Now, this leads me right into the fifth thing that you can simplify with your business while not losing any momentum at all, but actually making strides, okay, gaining ground. And that is to have fewer target customers. Now, let me explain what I mean here. I don't mean a smaller target market. I mean, like fewer target markets, that you are marketing your product to only one target customer, one type of person who might want your product. So for example, with Creator Fast Track, our YouTube strategy program, we could be marketing it to small businesses that want to grow on YouTube. We could be marketing it to people who are interested in doing daily vlogging. We could be marketing it to public figures and politicians who want to grow their platform, form, their base of supporters, right? These are all different types of people who we could market it to for different reasons.
[34:05] But generally, for every different segment that you have in your market, you have to have slightly different messaging. And if you don't, then you won't be able to sell your product very effectively to that target market.
[34:17] Therefore, same as with all these other things, the more different segments you're selling your product to, the less bandwidth you'll have available to sell to any one of them. So how that ends up kind of affecting things is, first of all, that you might spend less time on the messaging, writing the words to sell the product to each one of these segments. And so the marketing message might be less impactful to each of them. Ironically, this could lead to dramatically fewer sales. I mean, really, it could lead actually to zero sales, where if you put, say, five hours a week, where like, let's say you have 10 hours available to work on the marketing for this product, work on the copywriting for this product. Well, if you put all 10 hours into writing for one target market, you might be able to write some really compelling copy that sells that product to them really effectively. But let's say on the other hand, you want to sell it to 10 different markets. So you spend only one hour per market per segment, okay? And then you're Now, this could reduce your copy to being very poor quality in general, but also specifically, you know, maybe one hour is simply not enough time to do enough research of that specific segment to really understand why they would want to buy your product. And so you might end up writing 10 different marketing messages that are not compelling to any of these target markets.
[35:43] And while, you know, the 10 hours invested into the copy for one target market could have generated mini sales, you might now generate no sales at all. So if you want to simplify your marketing, obviously, it makes sense to target only one group of people with your product, right? To make your product for one group of people, to only sell it as for one group of people, that obviously is going to be less work and simpler. But what you should realize is that that is not going to result in fewer sales. Most of the time, that will actually result in more sales, at least up to a point. Now, when maybe you are getting close to kind of maxing out that segment, that target market, you might come to a point where you now want to and have the time resources available to write copy to sell it to another market as well. Especially if maybe those people are already in your audience. You already know that there is a big chunk of your YouTube subscribers or your email subscribers or your Instagram followers who would be interested in the product if they understood that it was for them. And so you might want to take advantage of that opportunity. But until you are getting close to maxing out that initial target market, your time and energy really will be best spent just focusing on that one group.
[37:05] Okay, now I think you get the point at this point now that we've gone through these five different ways in which basically what I'm saying over and over again is that generally less is better. Generally, you can get bigger, better results if you focus your time, your energy, your creativity, etc. on fewer things. And I hope that that makes sense to you. This last thing that I want to share with you is kind of in a different direction altogether, but it is another way
[37:29] in which you can simplify your marketing without reducing your results. So let's talk about this and then we'll wrap up today's episode.
[37:36] So what this one is, is that you can automate what has already worked. So this is a way that you can take, especially marketing assets that you've created in the past that have performed well for you. We don't need to reinvent the wheel. We don't need to do more work when we already found something that worked well. And we can repurpose what we've created to continue to generate results for the business. Now, this can have the opposite effect of what I was talking about earlier, how a lot of the time when we do more, we have less time and energy to spend on other things. When we automate something that already worked in the past, we are able to then free ourselves up to now not have to do that same activity over and over again. And we can now use those resources, such as our time, on other activities that can grow the business further. So the main example that I am thinking of here, although this could be applied to other things as well, is that let's say you did a launch for your product that performed well.
[38:39] Now, what wouldn't probably work very well, what doesn't generally work very well, is to take all of those same assets, I mean the emails, the webinar, the sales page, and then run that exact same launch live over and over again. Like let's say every month you ran the exact same launch, sent the exact same emails, did all the exact same things. Probably isn't going to work very well because your email subscribers will be like, hey, I already got this email. They will quickly become desensitized to that. But how you can repurpose this very effectively is to turn it into a sequence that every new subscriber goes through. Now, you might set it up almost as a welcome sequence where right after they sign up for your list, they are funneled into this automated launch. But you also might choose to do it at a different point where perhaps they first go through a welcome sequence. Maybe there's an introductory offer that you present to them. And then maybe a couple months after they are a subscriber, they go through this automated sales funnel.
[39:39] Regardless of the timing you decide on, the idea is that every new subscriber will eventually go through this sales sequence, this entire automated launch that has been proven to work really well for you. Because what you don't want to do is have these golden marketing materials that you used one time when you had a certain set of subscribers, it worked really well, and then you never use it again. That would be like having an incredible tool in your toolbox, using it for one project, and then never using it again, even though you're still doing the same project over and over again. You're just not using that tool because, well, you already used it, right? When we have marketing assets that we've created that work really well for us, we really want to put them to work. We want to set them up so that they can perform for us over and over again.
[40:31] So after you have a successful launch, turn it into an automated funnel, okay? Maybe not every single one if you're doing a lot of live launches, but the standout live launches, the ones that produce the best of the best results, you definitely should turn them into an evergreen system so that every subscriber ultimately goes through that. I don't mean they go through it multiple times. I don't mean that you're sending these same emails to your list over and over again, but I just mean every subscriber gets that great email at least once.
[41:02] Okay, that brings us to the end of today's episode. We covered six different ways that you can simplify your marketing while still getting amazing results with it. And if this resonated with you, if you love the idea of focusing in on the strategies that work the best and doing less but better work so that we can work less and earn more, then I think you would really love 100K Mastermind. If you right now are working on selling or scaling a digital product or a coaching program of any sort.
[41:35] Then 100K Mastermind can help you create a system that sells it consistently, thousands of dollars of it every month, so that you can scale it to $100,000 a year. If that's interesting to you, then go to gillianperkins.com slash 100K, where you can learn more about the program, and you can sign up for a free discovery call to learn even more and find out the details of our upcoming cohort. I would love to work with you to get your product selling consistently online and generating thousands of dollars for you. And this isn't just about doing less. You know, those first five points, they were all about, you know, being on fewer platforms, making less content and having fewer offers. And that is how we do things in 100K Mastermind. But we also definitely double down on that sixth thing that I talked about, where we automate what has already worked. So what we do in 100K Mastermind is first, we find an offer that works really well. Okay, a product that there is demand for. We help you figure out how to effectively sell it. And then we do a live launch with that product.
[42:38] And once we find, you know, those different words and phrases and emails and webinars that work really well to sell the product, then we guide you to automate that, to set it up as an automated system so that as your audience grows, as your email list grows, every new subscriber who comes into your list will go through that really high converting sales sequence and sales system. But we don't just stop there either. Because obviously, you have to have new people coming into your audience for there to be traffic flowing through this funnel, for there to be people receiving these emails and purchasing your product. And so we spend the last several months of the program working with you to build evergreen lead generation systems, okay? Systems built on evergreen content and on partnerships that will bring leads into your funnel, okay? And by that, I mean, onto your email list and onto your sales page for your product so that new people will be finding out about your product and will be getting to go through these really compelling sales materials that you took the time to create. So if that sounds interesting to you, again, just go to gillianperkins.com slash 100k and sign up for a discovery call so that we can talk with you about the program and help you figure out if it might be a good fit for you.
[44:01] [outro bumper]
Thank you so much for listening to this episode of Work Less, Earn More. Now, here's what I want you to do next. Take a screenshot of this episode you're listening to right now and share it out on your Instagram stories. And when you do, make sure you tag me @gillianzperkins so I can see you're listening. Sharing on stories is going to help more people find this podcast so they too can learn how to build their business in a way that allows them to work less and earn more. And if you really love the show, head over to Apple Podcasts right now and leave Work Less Earn More a review to give it a boost and help even more people find it. Okay, let's wrap this up. I'm Gillian Perkins, and until next week, stay focused and take action.
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