A Simple Marketing Strategy Focused on the Fundamental

How do you succeed beyond your wildest dreams?

I got a text from one of my long-time students. She sent me a short message along with an image of my book Launch. She said, “PLC started yesterday. Brushing up on my favorite book.”

Now, PLC refers to Prelaunch Content, a crucial part of my launch formula. What caught my attention wasn’t just that she was revisiting my book, but that she was going back to the fundamentals, even after all the success she’s had.

Last year, she did a launch that brought in over $5 million. The year before, it was $2 million. And she’s been doing this consistently for the past five or six years – better and better each time.

Here’s the thing: she started from scratch. No following. No big resources. She was an artist just trying to put food on the table.

Now, she's built a business that generates multi-million-dollar launches, all by focusing on the basics. That’s what I want to talk about today – the power of simplicity and sticking to the fundamentals.

Focusing on the Basics 

Here’s something I’ve noticed about the people who achieve incredible success, especially those who seem to come out of nowhere. They don’t get caught up in fancy tactics or distractions. Instead, they focus on one thing at a time, putting one foot in front of the other, and they nail the fundamentals.

If you want to have a multi-million dollar launch, there are three things you need to get right:

1. Who Is Your Audience?

The first thing you need to figure out is who you're going to sell to. Who is your ideal customer? What are their hopes, dreams, and fears? What keeps them up at night?

When you understand your audience on a deep level, you can create an offer that speaks directly to them. You’ll know what they really want, and more importantly, why they want it. You’ll understand the assets they have, the potential they haven’t yet realized, and the challenges they’re facing.

Once you’ve drilled down into all those things, you can speak directly to their needs and create something that resonates with them.

2. What Is Your Offer?

Once you know your audience, the next step is creating your offer. 

What’s the promise you’re making to them?

Your offer should either deliver more pleasure or remove pain. What’s the promise that will impact them in a meaningful way? What transformation are you offering?

It’s not just about selling a product or service but about showing your audience how their life will change because of what you’re providing.

3. Crafting Your Marketing Message

After you’ve nailed down your “who” and your “what,” that’s when you can dive into your marketing. Your messaging, your promotion, and how you communicate with your audience come next.

A lot of people – especially beginners – tend to jump straight into this part. They focus on the marketing and promotion because it’s exciting — the webinars, the videos, the live events. 

But you need to understand this:

You can’t effectively market something if you haven’t first figured out who your audience is and what your offer is.

Once you have those locked in, your marketing will almost write itself.

Why Successful People Keep Going Back to the Basics

I’ve been doing this for almost 30 years now, and even today, whenever I’m preparing for a launch or putting together a new campaign, I start in the same place. I go back to the fundamentals.

Who am I trying to reach? What are their hopes, their fears, and their struggles? Once I’m clear on that, I build out the offer. Then I move on to the marketing and messaging.

It doesn’t matter how experienced you are – you can’t skip the basics. A friend of mine who was once a world champion in karate told me that every year, he goes back and practices the most basic punch. Even after becoming the best in the world, he still drills that same fundamental move over and over.

That’s the key to success. It’s not about being “too cool” for the basics. It’s about mastering them.

Start Small, Build Big

I know everyone wants that million-dollar launch on their first try. The reality is this: it’s not going to happen right out of the gate. Unless you’re bringing in huge resources and years of experience, you’ll need to start small and build from there.

But that’s the beauty of it. You don’t need to be a superstar from day one. Regular people – just like the artist I mentioned earlier – can start with nothing and build something incredible. It took me 12 years to get to my first multi-million-dollar launch. For her, it took about four.

The training and tools that weren’t available when I started are out there now. If you stay focused on the fundamentals, keep putting one foot in front of the other, and stay consistent, your success will come faster than you think.

Keep It Simple

You don’t need complicated strategies to achieve wild success. The power of a simple marketing strategy can’t be overstated. Get clear on your audience. Build an offer that speaks directly to them. Then, and only then, craft your marketing message.

Whether you’re just getting started or looking to take your business to the next level, the first step is always the same: mastering the basics. I want to share that first step with you.

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