Where People Get Stuck – Media Planning & Production

Where People Get Stuck – Media Planning and Production

SUMMARY KEYWORDS

media, customers, producing, regular basis, sales, services, messaging, process, create, customer lifecycle, product, talk, business, sales process, marketplace, content, order, dream, domain authority, caught, people get stuck with media, Media Planning and Production, stuck on media

SPEAKERS: Jesse Razo

00:16 – Intro – 5 Areas Where People Get Stuck On Creating Media 

Hey guys, Jesse here. Once again, I got another quick training for you. I’m going to talk with you today about media planning. Specifically, it’s our media planning blueprint to help you become a local legend. Or, what we like to call “a local legend” which would be an expert in your specific industry. And, I’m going to talk with you about the importance of that. Also, how does that apply to our media planning blueprint? And, you should be conscious of moving forward and creating content around serving your dream customer. So, stay tuned for that.

And, if you haven’t done so already and you’re watching this on YouTube, go ahead and subscribe to our channel. Then, set up notifications so that you don’t miss future training. Or, you can jump over to our website, and engage with our chatbot. And, get information on all of our frameworks, strategies, and also, services to help you grow your organization. For those of you that don’t know me, my name is Jesse Razo. I’m the lead designer at RazorRSarp networks. And, for the past 10 plus years, we’ve been helping service trade and marketing professionals create more powerful messages. Then, we’ll grow their organizations utilizing our sales and marketing methodologies.

01:30 – Intro To The Legendary Media Planning Blueprint

Today, I’m going to talk with you about media planning. And, how this applies to our media planning blueprint is a lot of times what happens with our customers. When they come on and start to leverage content in order to increase their reach, influence, and impact. Then, they get caught up. And, how many people like their content, and what is their content? Also, how many people actually engage with their content in the beginning? And, I’m going to talk with you about the five areas where most people get caught. Also, why they don’t put together a media plan or a content strategy that helps out their sales process? Because what media does is, it shapes people’s perception about who you are and what it is that you do. What most people fail to realize is that media does shape people’s perceptions.

But, we get an opportunity to create that media every single day. So, if you’re creating content that actually provides value to the marketplace and you do it on a regular basis. Then, through that process, as we say, the work does more work on you, than you do on the work. So, that gives you the ability to go out there and perfect your messaging. And, learn how to communicate your message more effectively on a regular basis.

03:02 – Importance of Creating Media on a Regular Basis

I’ll give you an example of this. Recently, I went through a big move, as you notice from earlier videos. The backgrounds backdrops and things of that nature have changed. And the reason for that is, I moved from the Bay Area up into the mountains. Then, have kind of created a little bit different lifestyle change. And, this came after or through the whole COVID thing. As we’re recording this video, that is beginning to taper off in regards to regulations and things like that. But, I did want to get out of the city. It’s kind of just distancing myself from some of the things that were going on in the Bay Area. So, what we did is we moved to the mountains and a little bit more remote location. And, today I record from that location and have gone through that process.

Where People Get Stuck With Media

But, during that process and that big move, I stopped recording on a regular basis. And, there are a couple of things that happened. What I noticed is, that when I spoke to my customers, the message wasn’t as succinct. Therefore, I had to work a little bit harder in regard to my position. Actually, closing sales became a little bit more challenging during this transition period. It’s because I wasn’t producing content. And, I wasn’t talking about what it is that we were doing. Or, it’s how we were serving the marketplace on a regular basis. Actually, it became more challenging for me to host sales calls. This is surprising because I kind of feel that I have a pretty good sales acumen. But, that marketing effort in support of our sales wasn’t there. So, I wasn’t practicing our messaging and it wasn’t very succinct on a regular basis.

04:55 – Customer Lifecycle Automation Overview

In addition, to be able to provide media that was specific to those sales conversations it was not as relevant. Meaning, it’s the things that we were doing through that transition and that moved to a more remote location. What had happened is the product and service positioning had changed a little bit more. In addition, to being a full-service design house, we started to focus more on customer lifecycle automation. And, our product positioning had shifted a little bit. But, we didn’t have the media or content in regards to marketing in order to support that. And, the reality of it is if you’re a business owner, a professional or a tradesman. Then, you’re always focused on product delivery. And, your sales process isn’t as refined or automated in regards to the content and media that you’re producing regularly.  So, that sale is going to be more challenging.

And, people aren’t going to have any type of pre-framing in regards to relationships with you. So, this is something that marketers have figured out that a lot of people are missing. Of course, we want to utilize our simple-to-follow frameworks in order to help you grow your organization. So, sharing these things with you is like serving you at the highest level we possibly can. In addition to that, it gives us the ability to do a couple of things we get to serve. And then, you get a feeling for who we are and what it is that we do. Sometimes, it’s when you’re doing research on product providers, if you’re thinking about doing business with us. Then, it gives you the ability to look into our frameworks. And, it’s how it is that we serve our community.

06:45 – Media Planning Helps Support Sales, Marketing, and Product Delivery

But, there’s a media planning, from a marketing standpoint it’s specifically designed to support our sales efforts. And, it also supports our product delivery. So, it actually is an entire solution built into media planning. And, that gives us the ability to not only serve existing customers. But, it also gives us the ability to develop a relationship with future customers. Like, it’s long before they decide to do business with our organization. So, media is an incredibly powerful part of the process. And it’s what really good marketers have figured out in regards to how to pre-frame their sales process. Like, it’s moving their business forward, and how to shorten the sales cycle. And, accelerate the number of sales that they have within their organization. So, if you don’t have a media plan in place. Then, we have a simple-to-follow framework which we call “The Media Planning Blueprint”.

Where People Get Stuck With Media

And, it talks about developing content around the work you do, the customers you serve, and educating your dream customers. Now, if you’d like to get access to that, just drop a comment. Also, we’ll be happy to share that with you. You can get the entire media planning blueprint. But, it’s with all of our customers. There’s a process of getting them where they’re from, where they’re at, and where they want to go. Like, to have a thriving company that has a built-in sales pipeline that supports its growth and business goals. And, one of the places they get caught up at. And, in our experience is with producing media on a regular basis around those three pillars. So, I’m going to talk with you about the five areas that they get caught up with.

08:31 – Why You Create Media & How To Change Your Mindset

First and foremost, let’s talk about why you create media? And, it’s one of the things that you need to overcome from a psychological standpoint. Also, one of the things that I had to overcome in regards to producing media on a regular basis. Like, it’s kind of detaching myself from the outcome. And, it really understands the process. Then, it’s the fact that the work that I was doing work on me, continuously. And, that was also serving. Producing media serves our existing customers. And, it also serves our sales and marketing efforts. So, from an operational standpoint, it’s beneficial and from a marketing standpoint, it’s also beneficial. And, from a sales standpoint, it’s beneficial, also. So, it helps your business all the way along the way. And, regardless of what industry you’re in, you have a target market.

Where People Get Stuck With Media

Then, that target market, you’re able to provide value to them all the way through the customer lifecycle. And, media is one of the ways that you’re able to do that. But, if you don’t want to get caught up in some of the catches. Then, this is really a good video for you.

09:39 – Step 1 – Don’t Create Media to be Liked, Create Media to be known

So, this is my main takeaway from the video is “don’t create media to be like create media to be known”. And, that’s incredibly important. Also, one of the paradigm shifts that I had to go through. And, we work on with our customers to have them go through. You’re not producing media to be liked. And, the feedback you get from your media is not the indicator of how well your media is producing. At the end of the day, revenue in regards to the number of customers that you’re able to serve. And, it’s really the major performance indicator of your media production. So, if you’re able to streamline your sales process or you’re marketing on a regular basis. Then, it supports your sales efforts, and you know that your media is working. So, the first takeaway is you need to shift your mindset.

10:32 – How to Create Media That Supports Your Sales Efforts

If you want to achieve a new level of success, you need to think about it in a new way. And, the first thing when you’re talking about putting together a media plan to support your sales efforts is. Don’t create media to be liked, create media to be known. And, this is a really powerful shift in regards to the way that you think about media. Because be honest with yourself if you look out into the marketplace. Then, those companies are known to be experts at what it is that they do. Generally, don’t have any challenges converting new customers. And, the reason for that is they’ve got built-in trust and credibility. People are pre-framed in regards to who they are and what it is that they do. So, they don’t have to work as hard when it comes to their sales process.

Where People Get Stuck With Media

And, their marketing is generally tied in and supports their sales goals. Then, all of their messaging is really succinct in what it is that they deliver. So, it’s the first challenge to overcome when you’re creating media. Make sure that you don’t create the media to be like, create the media to be known. And, it’s like an expert in your specific industry.

11:50 – Step 2 – The Process Of Finding Your Message

Secondly, you want to create media, you want to find your message. Then, you want to nail it over and over again. And, you want to find what it is that you’re speaking about that resonates with your dream customer. Then, you want to nail that message over and over again. And, the only way to do that is through rapid testing in the marketplace. If you produce one piece of content and it doesn’t hit. And, you stop, then you don’t really have a significant amount of feedback to that media that you’re producing. So, you may not have a message that’s going to be resonating with your dream customers. And, your avatar, your target market, your niche, or whatever it is that you’re doing. So, you need to produce media over a period of time to find out what resonates with your dream customers.

Where People Get Stuck With Media

And, that’s an important part of the process. Make sure that you’re creating media on a regular basis. That media can be built around a specific media plan and produced for your dream customers, consistently. The great thing about the Marketplace nowadays is, we live in an era where we can self produces media. And, get feedback in real-time, based on what people resonate with. Then, make sure that you create media to be liked not to be known. And secondly, make sure you find your message and then hit it over and over again.

13:14 – Step 3 – Give Your Business What It Needs To Grow?

Third, your business is going to need what it needs in order to grow. So, if you’re not hitting your growth goals. Probably, one of the constraints is you have a sales marketing or product delivery process that has separate goals. Then, you don’t have what it is that needs for your business to hit the next level of success. And, it’s one of the things that we’ve found over and over again. Companies that produce media on a regular basis, they’re perceived as experts in their industry. And that supports their sales, marketing, product delivery, and operational process across the board. It gets people in a line and people are able to resonate with your messaging. Then, everything gets more and more succinct, and it gets tighter and tighter.

So, make sure that you’re giving your business what it needs in order to grow. This is a really great kind of paradigm shift, as well. Because if you’re not seeing the growth that you want. Then, it’s probably because your business doesn’t have a sales, marketing, and product delivery process that has the same goals. And, you’re not producing those things in the manner that it needs. So, don’t be selfish about that. Make sure that you go out there. Give your business what it needs in regards to growth.

14:42 – Step 4 – Create Content Based On What Your Market Wants

Fourth, don’t make content based on what you think the marketplace wants to see. But, make content based on what your avatar wants to watch. So, your avatar, or “dream customers” as we call it in our business. And, this is one of the things that I had challenges with in regards to consistently producing media. Like, I would wake up and say, what would I want to produce today? And, what you should be doing is rapidly testing the marketplace with regards to your messaging. Then, find out what resonates with them on a regular basis. So, if you look at the number of views on the media that you’re producing on a regular basis. Then, you can get some trends in there. But, to accomplish this, you need to produce enough media consistently in order to get a proper amount of feedback.

As you see, if we back this all the way up, you got to be producing media, consistently. So, you can get feedback from the marketplace. And, that media has got to be based around what it is the market wants to see. Therefore, you got to shift away or what it is that you think the market wants to see. And, shifting to what your dream customer wants to see and producing media around that. So, the only way to do that is to make sure that you’re open to feedback. And, look at the analytics in regards to what people want to watch. Now, it’s maybe speaking about outcomes or results that your avatar or your dream customer would like to see. And, you’re structuring your content around this on a regular basis. If you’re talking about results or outcomes and then you’re testing the market, consistently.

16:33 – A Good Media Plan Relies On Feedback More The Broadcasting

Also, look at the feedback that you are getting from the marketplace. And, you’re going to be much more successful with your media production. So, that’s one of the things that you need to look at. And, how that media is working for you? What is the feedback you’re getting from the marketplace? And, it’s really kind of adjusting your messaging methodology and your process. Also, it’s the things that are going to serve your entire customer. And, it’s along the lifecycle all the way from the initial content marketing efforts. Then, it’s going through the sales process, product delivery, operations. Inevitably, it’s rolling into the customer’s re-engagement, customer reviews, referrals, and repeat business.

17:14 – Step 5 – Communicate Your Messaging with Humility & Honesty

So, the fifth and final thing to be conscious of. And, make sure that you communicate all of your messages from a place of humility, and honesty. I think that people get this wrong. And, they think that they need to have achieved a high level of success in order to start producing media. Which is one of the things that get a lot of our customers caught up is. They don’t think that they have any type of domain authority and reason to produce media. Which it’s just kind of a catcha in regards to serving your dream customers at the highest level possible. So, everybody’s got a degree of domain authority. And, they have a reason why they earned or learned what it is that they’re doing. Then, they provide some value to the marketplace. If you don’t provide any value, probably you wouldn’t be in business, right.

So, you really need to just discover what that value is and who it is that you’re serving. And, get very crystal clear about how clarity drives activity. Also, uncertainty is really the enemy of execution. So, when you get certain, and you’re working you’re messaging on a regular basis, that’s going to create clarity. And, it’s going to create clarity in regards to who you’re serving and how you can serve them. Then, what you’re messaging should look like on a regular basis. So, make sure that you communicate that from a place of honesty and humility. Don’t get caught up in thinking that you need to be the expert on day one. And, if you’re looking at people in regards to how I can serve this individual on a regular basis. Then, you need to make sure that process is taken care of.

19:11 – Recap of 5 Areas Where People Get Stuck On Creating Media

Those are the five things that I’ve seen on our customers in regards to media planning and producing media, regularly. First and foremost, create media to be known not to be liked. Secondly, make sure you find you’re messaging and hit it, repeatedly. And, make sure that you give your business what it needs to grow. Then, make sure you have a marketing plan. And, it’s a media plan that supports your sales efforts and that also supports your product delivery. Inevitably, you have a customer retention program or customer re-engagement in order to produce more reviews referrals, and repeat business. Also, don’t make content that you want to see, make content that your dream customer wants to watch. And, that talks about the outcomes, the results that you’re delivering on a regular basis. Finally, make sure that you communicate everything from a place of honesty, and humility.

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Where people get stuck with media

Also, make sure that you’re honest about your domain authority. And, how you earned or learned what it is that you’re sharing. Inevitably, it’s if you can tie all those things together around a really simple-to-follow media plan. Then, I would assert that you’re going to have much more success with the growth of your organization. Hopefully, you got a lot of value out of that. That’s a simple-to-follow framework that has five steps of why you’re gonna get caught up in producing media, regularly. And, how to overcome those in regards to a mindset.

Again, if you’d like to get more training on how to grow your organization utilizing our simple-to-follow frameworks. And, it’s how to streamline your customer lifecycle. Please subscribe to our channel or jump over and engage on our website in regards to our simple-to-follow framework. So, that’s all I have for you today. Hopefully, you make today and every day a fantastic day. We’ll talk with you soon. Bye-bye