In this program, Pagan used his knack of explaining things clearly to paint a picture of how a successful marketing strategy should look like.
According to Pagan, the willingness to do whatever it takes is key to succeeding with marketing, which involves stepping outside of one’s comfort zone and overcoming fears of embarrassment, rejection & “pushing” people.
Pagan also differentiated the concept of having a job and running a business: Job success is about reactively doing work, and business success is about pro-actively getting customers.
In relation to marketing, he defined the following concepts:
- Advertising: finding where new customers are and getting in front of them with your marketing message.
- Sales: proactively finding people yourself, one to one, asking questions about their needs, and getting them to tell you what you need to do to get them to buy, then closing.
- Conversion: whenever a customer takes an action (clicking on an ad, subscribing, completing a survey, buying, taking an upsell, etc.).
- Upselling & Re-Marketing: the real money is not in getting the customer in the first place, it’s in getting them to buy MORE stuff from you. It’s 3-10x less expensive to sell something to an existing customer than it is to go out and get a new customer.