Why Your Marketing Should “Turn Cold” (i.e. Marketing To Cold Traffic)

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Hello everyone and welcome to The Marketing Show, the internet’s number one marketing show. And in case you’re wondering what’s going on with this side of my face, I just had a tooth removed, and no you cannot my OxyContin. My grandfather, if he were alive today, would have offered to extract it for free with his pocketknife. Luckily that isn’t what happened, there was a professional involved. Anyway, today I want to be addressing a question that someone had the other day during a Marketing Program mentorship call.

And someone came to me during that call and wanted to know whether or not the title for their product was appropriate. And after talking to them for a while, we determined that the product name that they were coming up with was one that was going to only work on people who knew them.

I see a lot of people creating name for programs that have names like, you know, the awesomification – awesomesos, awesomeness program or something like that. And they’re really cool, but they only work on people that they have a long term established relationship with. And I don’t know about you, but I don’t want the people who by my stuff to be limited only to people who know me. And that’s why I create marketing that appeals to cold, cold traffic, people who have never ever heard of me. And I think that with the advent of social media, people have gotten lazy. People believe that they need to first create a relationship with a bunch of people that they have to be popular, that they have to be admired, that they have to set up a blog then blog for a year or two then become famous then put out a product.

And that mindset has created lazy marketing that assumes a relationship. And the difference between hardcore marketing and a lot of the marketing that’s done on the internet is that hardcore marketing is created to convert or create buyers from a list of people who have never heard of you before. Back in the day, direct response copywriters would write an ad for a stove and someone would put three months of their savings in the mail, right? Cash, in the mail and hope that a stove would arrive. That’s how good the copy was, there was no existing relationship. People operated by faith because the copy was that good. Old school direct response marketers wrote ads and mailed them out through the mail. And people bought.

No existing relationship, no Facebooking, no blogging everyday of the week to create a relationship. Now I’m not saying those things are bad at all, in fact those are great things. I make this Marketing Show after all, but what I’m saying, and what I’m proposing to you, is that you need to be creating your marketing for people who have never heard of you. So let’s break this down. Let’s talk about getting old school, right, old school. So let’s talk about marketing for warm traffic versus marketing for cold traffic, okay? When you market for warm traffic, it requires that you be popular first, right? You have to create an existing relationship, you have to be popular. This takes a lot of time, it takes a lot of blogging, and it takes a lot of work that you have to do. You have to be present on the market place all the time. And that’s okay to do.

But I don’t want my marketing to require that I do all this stuff. On the other hand, when you create marketing that works for cold traffic, it does not require you to be popular or famous. The marketing does all the work, right? You’re fame does not have to take over and compensate for your crappy marketing, okay? When you create marketing for warm traffic, it does not convert paid traffic, right? If you go out and you pay for traffic, that traffic will not convert because that traffic has never ever heard of you. And I propose that the difference between a business that is scalable and a business that is not scalable is that a scalable business can buy customers.

Do you know why the Yankees crush it every single year? It’s because they buy whoever they want. They don’t rely on draft picks, they don’t rely on a bunch of other things…

…they buy their success. And if you want to do well in business, you can’t rely on joint venture partners exclusively, you can’t rely on your Facebook friends, you can’t rely on anyone to do you a favor. You need to be able to buy traffic. And you can only afford to buy traffic if that investment you make in that traffic is going to yield the result. And if you call your product something like, you know, the awesomification, awesomesos, awesomeness package, no one’s going to buy that because it’s not going to connect to their core desires. Maybe your list who loves you and is fanatic about you is going to buy that, but paid traffic? No, probably not.

So when you market or create marketing that works on cold traffic, it converts paid traffic, okay? Let’s talk about this, marketing for warm traffic. When people are marketing to their own list, they often have a narrow view, they’re often incredibly insular in their thinking and they come up with lazy names, they come up with offers that have inside jokes and maybe are kind of cutesy, and don’t work on people who’ve never heard of them, and they come up with copy that maybe they write in a day. The best converting marketing material that I know right now, okay, it’s a one and half hour webinar, the person who created it, spent two months non-stop, non-stop creating it. Marketing really good copy takes time.

But most people who are spending every single day, blogging and tweeting and doing all that, they don’t have time to invest in a marketing asset that converts paid traffic that converts people who’ve never heard of them before. Okay, when you market or create a marketing that works on cold traffic, it requires you to know marketing. You can’t have lazy names, you can’t have stupid offers, you can’t have lazy copy, it does not convert. Okay, let’s talk again about marketing for warm traffic. Marketing for warm traffic is when you create marketing that only works for people who know you, it requires people to admire you. When you create marketing for cold traffic, it works for everyone.

This is huge, okay? This might be the biggest one on here. When you create marketing for warm traffic, you develop that product, and you develop that marketing message around your list, right? That’s who you test your marketing concept on. But when you create marketing for cold traffic you test your offer, you test your sales letter on cold traffic, traffic that’s never heard of you before. Maybe use pay per click ads, maybe use Facebook ads, but you need a product that people who have never heard of you to buy. Now that’s not to say that you should not be doing social media, none of these is to say that you should not be on Facebook because I have a reality to sort of put your way, and that is this, marketing that works on cold traffic works even better on warm traffic because your copy is better, your offer is better, your marketing messages honed and refined and tested.

And when you add a solid relationship to that mix, conversions go up even more. So the marketing that you create for cold traffic converts even higher on warm traffic, okay? So yes, you still need to be known in the market place, yes, you still need to be our there, and you need to be seen and you need to be a leader. But when you go to create your marketing, you need to create marketing that works for someone who has never heard of you. You need to create marketing that does not assume that relationship because marketing that is created for cold traffic is infinitely scalable. You can buy more traffic if it works, right? If you create your marketing for warm traffic, your products and your business can only scale as big as the circle of people who know about you.

Anyway, I have a question for you and it ties into the next episode of The Marketing Show. In the next episode of The Marketing Show, I’m going to be talking about the difference between fear-based selling and pain-based selling. So I have a question to ask for you, are people more likely to buy from you because they are experiencing pain and looking for a solution? Or because they fear? Leave your response in the comments, and I’ll let you know the answer in the next episode of The Marketing Show.

And before I wrap this up, I want to let you know something; my job is never ever to be admired. My job is to be effective. I am like an alarm clock, often you have your alarm clock, but most Americans use it because it’s effective. So my job is to be effective and to wake you up whether you like it or not. My name is Clay Collins and thank you so much, so much for watching The Marketing Show. Take care.

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  • Awesome episode! I just wrote a newsletter about this yesterday. The title of the newsletter was, “What Is The Ultimate Business.” In it I talked about the ability to scale via paid traffic (i.e. cold traffic). If you don’t have a business that can successfully grow via cold traffic, you cannot scale! Your business will always be limited in growth. EXCELLENT training Clay.

    • Ladies and gentlemen . . . it’s David Frey: one of my favorite marketers and someone who I’ve learned a lot from (although he probably doesn’t know it).  Also one of the most ethical and upstanding people in the business.  Check him out here: http://www.marketingbestpractices.com/

      P.S. Thanks for the kind words, David.  That really means a lot.

  • Dan

    Pain! (?!)

  • Imaginen

    Dear Clay, you asked a question re:  fear vs pain based buying. In our healing practice, no matter what the presenting symptom that brought them in the door, underneath all of the layers of the issue, always seems to be fear. We’ve had people who would rather hang on to chronic pain, as illogical as that may be, than face a deeply buried fear, usually acquired very early on in their lives. That’s my take…

  • Melody

    I think their fear is a huge contributor to their pain.  Tough question!  Looking forward to hearing your thoughts on this one!

  • Interesting question Clay.  In my business (divorce mediation and law), it’s certainly both.  People are usually in a lot of emotional pain when they come to see me.  They are also afraid.  Afraid of not seeing their children as much, afraid of the reduction in household income, loss of their home potentially, etc.  

    In the new business I’m creating, the same applies, I think.  

    Thanks for the great information, as always.  

    Kimberly

  • Oh, I’d be willing to bet that pain is a more powerful motivation…

    and yet, clearly, you’re going to make “fear” the answer, and I’m looking forward to hearing the arguments. 🙂

  • imaginen1

    In reply to Martyn…as I wanted to get across, pain is a very powerful motivator and is often the conscious concern of our clients, but when we access the unconscious realm, that’s where the fear is tucked away.
    (Looks like I’ve gotten 2 screen names on here)

  • Laurarose

    Great episode, Clay! The subscribers to my website, Change Starts at Home, come looking for answers because they are experiencing a challenge (pain) in some area of their life. I have observed that the majority of the time the challenge seems to be so great to them, that they are paralyzed by the feeling of fear and that’s what holds them back. Removing fear about the future is what enables you to be present in order to solve the problems you face.

    Thanks for all the wonderful information you share!

    Laura Rose

  • Fear…. fear is infinite, but pain we can cope with. In fact, it is usually our fear of the potential for whatever new and bigger pain may arise if we actually take action that keeps us in our current pain…

  • Mona

    I think pain is more tangible than fear, and people tend to react to tangible things more although the real cause might be the something  psychological such as fear. 

    • imaginen1

      Dear Mona, in my healing practice, Renaissance of the Heart, my partners have found that on the unconscious level, which most people can’t access, there is a tremendous amount fear. There are some studies that show that as much as 90% of our decisions are made, or at least started on this level, and it people have done a good job of hiding the fear, they don’t even know that that’s what’s driving the car of our lives. I so agree with you that pain is so tangible, because it’s right in your face…
      “I hurt, I’m still hurting, I’m really still hurting”, and for many chronic pain patients, that becomes a consuming part of their conscious thoughts. While moat people aren’t caught up in the chronic pain loops, they at least have some awareness of how much they don’t like pain and want to resolve it. Fear compensating skills to tuck it away so it doesn’t have to be dealt with get learned at a very early age.
      That’s my take…
      Nancy Smeltzer

      Anybody know how to get a photo of yourself uploaded onto your profile????

  • Mark Hallam

    Give us some example copy please.