Building a 7-Figure Marketing Machine

All right, what’s up, all you beautiful people? Welcome back to the podcast. We are continuing the series that we started a couple days ago where I’m laying out the seven figure launchpad. This is the step by step blueprint of everything that you need to know or think about to either get your business off the ground. If you’ve been wanting to go start a product or a service and you just don’t know exactly where to start, this is the blueprint for you. Or if you are, you know, you already have a business and you already have a service, and you’re making good money. Maybe you’re doing 20, $30,000 a year or maybe $300,000 a year, and you’re like, you know what? I’d like to scale this into a full fledged operation, like the scale to seven figures, eight figures, and beyond. Well, here is the blueprint. Here’s what you need to be thinking about at each stage of that journey.

So what I recommend is that you go back to the very first episode in this series where I laid out the outline of what we’re covering here, specifically something that I call the escape velocity framework. Now, in that framework, we discussed how there’s really three parts of the equation we need to solve. For if you want to build a seven figure business, which is you, the pilot, the rocket, aka your business, and then the destination, you need to get really clear on where you’re trying to go, because that’s going to inform how we build the rocket. And then what are the skills, the attributes, the beliefs, the habits that you, as the entrepreneur need to have? So we need to build all three of these things simultaneously. So we started the talk with, how do we get clear on where we’re trying to go and what kind of business we want to build? What are the things that we are not willing to sacrifice on the journey? What are the things that we are willing to give up? So that was step one. Step two, then, is talking about the entrepreneur, you as the biggest constraint to the growth of your business? And how do we systematically remove our weaknesses as an entrepreneur so that we can continue to scale? Because the truth is, the seven figure business is less valuable than you becoming a seven figure entrepreneur. The business, the rocket, all sorts of things might happen in the marketplace and the economy as a whole. And there are perfectly great businesses that go out of business.

But if you are a seven figure, eight figure entrepreneur, you have the skills, the habits, the beliefs of that person who can build that machine. Then you can always go back to square one and rebuild it. And you can do it again and again and again. So that’s where we focus next. Today, yesterday. Then we focused on the product, the product that we’re trying to sell within our business. And this is where we’re starting to talk about the rocket itself. Like, what’s the chassis? What’s that look like? And that is the product that we’re delivering to help solve problems to our prospect.

And I talked about the five p’s of business. We’ll go check out that. I recommend watching all of those episodes first before diving into this one, where we’re going to talk about how to get more customers for our business than you can even handle. We’re going to talk about, you know, if we’re using this analogy of the rocket ship, the rocket ship is the product, the business, the operations. Right? I like to think marketing as the fuel, the people, the customers coming in. That’s what’s getting the rocket off the ground, giving it lift. Right? And we need to have customers coming in. We need to market to make people aware of what we’re doing, because you can’t save souls in an empty church.

And when I talk to most entrepreneurs in that five and six figure range, when I ask them what’s the thing that’s holding back their company from hitting seven, eight figures, like, what’s stopping you from growing, they almost always universally say, I need more customers, I need more leads. If I just had that, if I could just solve that one problem, I could scale to seven figures. And on one hand, you’re right, if more people are aware of what you do, you can get to seven figures very easily. But it’s much easier if you start with a fantastic product that sells itself. Right. So that was why we focused on that yesterday, is create a great product people love. Makes marketing way easier. But there will come a point that we do need to market.

Right. And I want to share with you the process that I think about, in particular, the three phases of marketing that we can use to take somebody from being a cold lead who has no idea what you or your business do, and then graduating them, nurturing them through the relationship to get them to the point where they are a ravenous fan who is throwing money at your face. That’s the ideal end state. Yeah. So there’s three phases to that process. And I’m going to teach you the funnel that I use, the way that I think about creating content or using paid advertising to take people, drop them into our ecosystem, and then poop them out the other end as a paying customer. So the first thing you have to understand is that there’s three phases to marketing. You have a awareness phase, a consideration phase, and a conversion phase.
I talked about this at length in a previous episode just a couple of weeks ago, but let’s just go through it again. Number one is the awareness phase. People cannot give you their money. They cannot buy your product if they do not know you exist. And I believe obscurity is the number one issue that we all have to solve for as an entrepreneur, as a new business, people just don’t know you have the solution to their problems. So we need to make people aware that we exist. So that’s stage one is awareness. Stage two is consideration.
Now that they’re aware we exist, we need them to stop what they’re doing and actively consider the product or service that we’re offering. We need them to go through in their own mind and say, is this something that I want to spend money on? Would this help serve me? The final step in this phases of marketing is conversion. Are they aware that you exist? Have they considered the product and made a decision that that is going to serve me? And then they have converted into giving you money in exchange for that product. That’s the whole life cycle. Awareness, consideration, conversion. Now, how we approach each one of those different parts of the funnel or those phases of consider phases of marketing is going to be different depending on the type of business that you have, but from a very basic high level. Here’s how I like to think about this, is there’s really three components of the funnel that I create. So if you were to imagine a funnel that’s very wide at the top and very narrow at the bottom.
At the very top, we have what I refer to as temporary content and temporary content. I’m a big fan of organic content, and you guys might not know this about me, but I have never spent a single dollar on ads to grow any of my businesses. Is that true? No, that is true. I’ve never spent any dollars on ads. It’s all been through organic content, whether that was through. Actually, that’s not entirely true. I have used Google Ads for escape climbing and for the window washing coming, so that’s not entirely true. So we have used some Google based ads, but 99% of it was organic.
Just putting out content on social media platforms, putting out blog posts, and then attracting inbound sales, inbound traffic. The way that I’ve approached this then, is by having temporary content at the very top, right? This is the content that you put out every single day on Instagram, Facebook, Twitter, TikTok, whatever. These are content pieces that make people aware you exist. This is solving for that very first issue, which is people need to know that you exist, and we need to overcome that obscurity. So we put out content on these different platforms with the hope of grabbing somebody’s eye, getting them to engage with it, and for them to become aware that you exist. And these platforms, they tend to prioritize the puppy mill of content grinding because the algorithm favors new and exciting content. So you might put out the single best TikTok anybody’s ever seen, but within a week, it’s probably going to fall off the face of the earth. So it’s not enough just to try and make people aware and convert and get them to consider your product with just that 160 2nd video.
It’s not enough, right? So the goal of our temporary content is to make people aware that we exist and then to drive them towards the next part of our funnel. The one step lower is towards our evergreen content. And this is where we get people to consider our product, our service, or working with us in some way. So the evergreen content, this is like your podcast, your YouTube videos, your blog articles, your books. This is content that is not dependent on algorithms for people to discover it. They can find a video or a podcast that you did two years ago, they could find it right now, right? They could go deep in that piece of content, and then they might get more awareness and consideration of your product and realize, oh, I like this person, I want to go deeper with them. It’s very hard, especially if you’re selling a high ticket item to convert somebody who is only aware of your temporary content. A 62nd TikTok is probably not enough to get somebody to go deep enough with you to be able to sell them a $5,000 product.

So we need this longer form evergreen content where it’s more high energy, more high production value, to go deeper with that relationship so that they actively consider, hey, maybe I should give this person 510 thousand, 15,030, $50,000, right? And this is how we built the back of Invictus capital. We have a book that’s still top ten on Amazon after all these years, that’s generated four or $5 million of direct revenue that I can source just to that book. Our blog articles, our podcasts, all of this has brought investors into our funnel who regularly give us hundreds of thousands of dollars. But that wouldn’t have been possible if we had just been doing LinkedIn posts or videos on Instagram, it’s not going to give you enough time and space to go deep with them. So the top of the funnel is the temporary content that drives them towards our evergreen content. Now, we have awareness. We now have them considering us. And the goal of the evergreen content is to drive them one step lower into the funnel, which is towards our owned media.

Now, the problem with social media is that, yes, every human in the world is on social media. So you have unlimited reach, potentially, right? The problem is you don’t own that platform. And so while you might have 100,000 subscribers on YouTube, you don’t actually have a way of contacting them. You can’t call them up. You can’t stop by their house. Right? You can’t sell them something because you don’t have their contact information. The platforms own all of that. And if they decide at any given moment to shut you down, then you’re out of business.

Right? So we need to drive this traffic from social media, this awareness and this consideration towards our owned media, which is, you know, your email, this is your store, this is your email list. These are ways for us to consider, continue nurturing and deepening their relationship and ideally getting to that point where we convert them. Now, if you’re selling a very high ticket item that owned media that you’re trying to drive them to might be a phone call, right? You try to drive them to your website, try to get them on your email list. And the goal of that email list is to get them to hop on a phone call with you. This is the exact funnel, by the way, that we used at Invictus Capital to raise $40 million over the last five years. Right? We drive them to the website, we get them on the email list, we then convert them into a phone call. And from that phone call, we sell them on the investments, right? So that’s how we go from awareness, consideration, conversion. And so I want you to think about that, each one of those phases of the equation.

What are you doing to get awareness to drive consideration and to, to then ultimately drive a conversion? If you could do that, then you’re going to have plenty of fuel to get your rocket off the ground. Now, of course, there’s a bunch of other ways that we can market and get awareness for our business through paid advertising. I don’t have the time, the space to go deeper into that right now, but I’m considering doing a live webinar, diving into all the nuances of building out a seven figure, eight figure marketing machine, if that’s a value to you then leave a comment. Shoot me an email anthony anthonyvasino.com and let me know. Shoot me a DM and say hey I would love to get in on that webinar. Just let me know when that goes out and if there’s enough interest in it we will host that and I will go real deep on the marketing side. Otherwise, if you want more help just in general, you know that this is the path that you’re like. I’m committed to scaling to seven eight figures in the next twelve to 24 months and you want more individualized help? Then go to beyond theapex.com.

sign up for the accelerator program where you get weekly coaching calls with me and the rest of my team, plus a whole library of trainings and deep dives into everything you could ever need to know at every different phase of your growth cycle as an entrepreneur. So go check those out and I’ll see you in the next episode. But until then stay hyper focused.