God burned through all of 3 days creating his masterpiece (hops were grown on the third day of creation).
This goal may take you a few more days.
You’re only human after all.
$32,000 worth of new clients and customers in less than 7 days?
That’s what Mark Zuckerberg thought.
And Steve Jobs.
And Bill Gates.
But it took them less than a week — after they crafted their tipping point gameplan.
You can apply the same strategy they used to your business’s content marketing campaign.
This strategy was developed by a marketing firm I used to work for (I won’t mention the name for legal reasons). I haven’t shared this with anybody but my clients so far, so consider yourself lucky for finding this guide!
It worked for my business and every client I’ve shared it with, and I know it’ll work for you too.
Malcolm Gladwell said, “the tipping point is that magic moment when an idea, trend, or social behavior crosses a threshold, tips, and spreads like wildfire.”
That’s the basis of our 7-day plan.
Here’s a quick disclaimer. If you’re starting a business from scratch, it’s possible to get to the $32,000 tipping point within 7 days, but unlikely.
I gained well over $32,000 worth of clients for my business, and it only took me 5 days. But I already had a website and a solid social media following.
This strategy can be employed by both new businesses and established ones, but the 7 days to tipping point is most applicable to businesses that already have a system set up and running.
Before we get to the day by day breakdown, let’s establish the mindset you’ll need to make this thing work.
The Foundation Mindset
You must wholly and completely believe that:
You create your own luck.
The pot o’ gold at the end of the rainbow doesn’t exist, geese never lay golden eggs, and there’s no magical skittle-pooping unicorn to lead you to your destiny.
You shape your own reality, whether that reality is living in one of your many beach houses, or finding shelter in a garbage can. And this is the gist of it. You CAN. Believe that and you will.
Everything is an opportunity.
Just lost your biggest client? No, you just found an opportunity to find a bigger one. Your dog didn’t run away, it found a home it liked better — and you gained the opportunity to find a more loyal dog.
Your stocks aren’t falling, they’re fluctuating, giving you the opportunity to learn technical stock analysis. You get the picture.
Listen first, then do.
Hemingway said, “when people talk, listen completely. Most people never listen.” Sometimes you’ll create an idea that seems to be utterly original. As much as we’d all love to believe that we can do everything on our own, we can’t.
No man or woman is an island, and despite the plethora of self-proclaimed geniuses claiming to be the first to do something, guess what. Somebody has already done it. Every idea you come up with is plagiarism, at least to a degree. That’s why listening is important. We build off of other people’s genius, like Newton standing on the shoulders of giants.
Day 1: Know Your Enemy (and Yourself)
That’s General Sun Tzu’s advice by the way, from The Art of War. But you don’t have to behead concubines and decimate armies to apply this solid piece of business strategy.
On Day 1 you’ll need to clearly define you. And then size up your competition.
No General would consider wading into the bloody tides of war without knowing the enemy. It would be equally foolish to wander into a battle without having an intimate knowledge of inventory, health, size of troops, etc.
The same applies to your tipping point marketing campaign.
The key is to be confident in what you know about yourself, as well as your competition. You don’t need fancy software or marketing tools to spy on your competitors. Google works brilliantly. If you own a shoe store in Hamlin NY, search “shoe store in Hamlin NY.”
If you sell purple polka dotted plush pets in Kansas City, Google “purple polka dotted plush pets in Kansas City.” Take notes. Compare.
Are their sales videos better than yours?
Do they have more effective social proof? (More on that later.)
Is their sales copy more enticing?
Does their blog bustle with more comments, debates and complaints?
Day 2: Kill Your Babies
Most people have a love-hate relationship with Day 2.
This is the hate side of the relationship — in advertising, you have to kill your babies.
You become attached to your creations, but have to kill many of them off to make room for better ones. Let’s face it — if you love what you do, you’re pouring pieces of your soul into it. The business you’ve built is your baby, and so are its components.
When you have to kill those babies, it’s like pulling your own teeth.
For a writer, it could mean cutting the unnecessary fluff from the copy, no matter how clever you think it is. For the insurance advisor, it’s pinpointing the least productive sales methods, and carving them out of the picture. A lingerie shop owner may have to take down the latest display because granny panties don’t appeal to the next generation of consumers.
Which brings us to the main focus of Day 2 — the millennial factor:
- Millennial annual spending has exceeded $2.45 Trillion
- By 2018, they’ll eclipse Baby Boomer spending power at $3.39 Trillion
- Every CMO and their extended cousin’s dog is shifting their focus to the millennial generation, because that’s where the money is shifting to.*
When you repackage your product or service, find the cause your target consumer is most moved by, and contribute to it.
- 81% have donated money, goods or services.
- 75% see themselves as authentic and are not willing to compromise their family and personal values.
- They’re the most educated generation in American history (minus their piss poor financial acumen).
- 61% of millennials are worried about the state of the world and feel personally responsible to make a difference.
- 65% of Millennials say losing their phone or computer would have a greater negative impact on their daily routine than losing their car.
- They’re more accepting of races and minority groups than older generations (47% vs. 19%), with 45% agreeing with preferential treatment to improve the position of minorities.
The rest of America:
- 85% of Americans say they have a more positive image of a product or company when it supports a cause they care about (remains unchanged from 1993)
- 85% feel it is acceptable for companies to involve a cause in their marketing (compared to 66% in 1993)
- 79% say they would be likely to switch from one brand to another, when price and quality are about equal, if the other brand is associated with a good cause (compared to 66% in 1993)
- 38% percent have bought a product associated with a cause in the last 12 months (compared to 20% in 1993)**
This is what you’ll love about Day 2.
More than any other time in American history, you can support the cause that means most to you (and your customer), without losing money in the process. In fact, you can expect to make more when you contribute to philanthropic causes, as long as your customers know you’re doing it. And don’t forget the tax breaks!
By the end of Day 2, you’ll be able to sum up your company message and USP (unique selling proposition — do yourself a huge favor and Google that if you haven’t heard of it!) in a single sentence. The old product and the message attached to it will be killed to make way for the new message that’ll appeal to the evolving American consumer.
Day 3: Talk Through One Microphone
Have you ever seen someone talk into three microphones at once? Not so much. That’s because even though three microphones would be louder, one is easier to manage, and the payoff for multitasking isn’t worth it.
This is the point.
Marketing platforms aren’t designed to be multitasked. Yes, you can figure out a way, but for the sake of simplicity, it’s better to focus on one platform. You have your business website, blog and landing pages. You have Twitter, Facebook, LinkedIn, and 59 other useful social platforms. There’s an ocean of magazine, billboard, poster and direct mail campaigns to drown in. Which are you most comfortable with? What do you enjoy the most?
Pick one, and use it as your microphone.
You aren’t simply preaching to the masses. Mass media is beginning to crumble before the power of direct communication to the consumer, via social media and website interaction.
The power of listening is an overlooked gem in the business world. Hear your customer’s complaints, and answer them. Listen to their ideas, implement the good ones, and give them credit. The more involved they are, the more loyal they’ll be.
Encourage interaction with contests and giveaways in exchange for an honest review of your product or service.
At the end of Day 3, you’ll have a single platform optimized and perfected, with weeks of messages and ads written and curated (if it’s Twitter for example, those messages will be tweets and direct messages).
Day 4: Shape Your Appeal (Sex Still Sells)
90% of the internet is porn. But that’s not the kind of sex I’m talking about.
Gone are the days of purely functional, clunky html sites with no aesthetic appeal.
Remember the flashbang trend of beautiful flash websites? They looked great, but couldn’t keep up on the SEO side of things. Like a beautiful woman spending hours, getting all dolled up and pretty, just to stay inside for the weekend. Flash sites were habitual recluses because they wouldn’t show up in Google searches.
So they went away.
Now things have changed. With the advent of HTML 5, websites are as responsive and sexy as ever.
Don’t hobble around with old, saggy content!
Sex it up — revamp your website and everything your customer sees in the campaign.
Technology has come too far for us not to use it. Go with responsive and interactive website design. If you can’t hire a designer, buy a HTML 5 WordPress template for $50-$80.
It’s easier than you think.
Day 5: Piggyback
The appeal to authority.
It may be a logical fallacy, but we don’t buy off of logic. We base our purchasing decisions off of emotion response, and then justify the purchase with logic.
Piggybacking is using an established authority to boost your own credibility. You don’t even have to pay for it.
One example is using quotes from doctors to help boost the credibility of a supplement you’re selling. Another is if you know about an athlete who uses your product — make sure that’s a part of the USP.
Piggybacking can take you a long way — like Sir Isaac Newton said, “If I have seen further it is by standing on the shoulders of giants.”
Find your giant — and step on ‘em.
Day 6: Prove it
This is where social proof comes into play.
The vast majority of your biggest prospective customers are relying on social proof in their buying habits.
People are still influenced heavily by their friends and family — word of mouth — but word of mouth has a powerful cousin that most business don’t focus enough on. Reviews, ratings and online testimonials are now the go-to for the savvy American consumer.
What platform did you choose?
Devote Day 6 entirely to collecting every good word people have thrown at your business, and peppering your platform with those testimonials.
What rating and review systems do you have in place?
Create incentives for your customers to leave HONEST reviews and ratings. Honesty is a big, hulking, massive deal.
If you have thousands of 5-star ratings on your products and they’re all fake, how will you know which babies to kill?
How will you listen to your customers?
Building honest credibility may take longer, but it’s worth every extra minute.
Day 7: Launch it
The moment of truth can be ugly.
That’s how truth works — in the long run it builds a foundation of diamond, but short term, you may find yourself wanting.
Be prepared to cut losses, fail, fail, and fail again.
No one in recorded history gained massive success without failing first.
Failing is learning and learning is opportunity.
If you’ve followed each of these daily steps, you’ve created a massive shift in your business, and if you haven’t reached the tipping point, you’re about to.
Every action you take from this point forward could be the grain of rice that tips the scale.
Keep pushing and perfecting every detail mentioned in this guide, with the mindset we created earlier, and you’ll build up a masterpiece even God would be proud of.
Can you match the ingenuity of hops and beer? Maybe. Maybe not.
But never sell yourself short.
If you shoot for the moon and miss, at least you’ll land on uranus or something. Or the stars — that’s how it goes — you’ll land amongst the stars.
Launch that campaign and shoot for the moon. Why? Because you can.
If you haven’t gained $32,000 worth of new and loyal customers within a week of establishing your tipping point method, review each day and pinpoint what you could have done better.
Then do it.
*Statistics from Duke University