Are you tired of constantly having to be the face of your business, feeling like a glorified arrow spinner just to get new customers? You're not alone.

Many business owners, even those bringing in millions, find their businesses are unsellable because they rely too heavily on the founder's personal brand and presence in ads.

The good news is, you can build a system that generates a continuous stream of powerful ads for you by using the collective energy and stories of your customers.

This is the essence of a Marketing Machine. It's a system that gets more ads and better ads without the business owner having to be in them or do anything they aren't already doing.

Why This Matters

A business that depends on the founder's face will always be less valuable than one that doesn't. The value of your company increases when it can operate and grow without you being the keyman. This system creates a huge enterprise value in any business.

In fact, ads featuring customers often perform better than those with the founder.

When you put your customers in the spotlight, you're not just creating more ads; you're creating better, more relatable ads that showcase real results. Prospective customers want to see the results of real customers, so it's best to show them.

The Core Components of Your Marketing Machine

The Marketing Machine is a system you can use to consistently collect proof-based marketing content. It's a checklist where each item you check off provides a reliable stream of videos, images, and words you can use for your advertising, sales pitches, and webinars.

Here are the key components and how to implement them:

Lifecycle Ads

These ads capture key moments that happen in normal conversations with customers. For a remote business, this means recording all calls:

• Before moments from sales calls.
• During moments from support calls.
• After moments from ascension or milestone calls. To implement this, you need to add compliance and permission language to all customer contracts and record all relevant calls. You can then clip these moments together to show a client's entire journey with you.

Social Media Scrape

This is about harnessing the content your customers are already creating.

• Create a hashtag for your community to use when they post.
• Set regular reminders to scrape and save tagged media across all platforms, especially time-sensitive ones like Instagram or Facebook stories.
• Organize the media with searchable names and use the best-performing images and videos as creative for your ads.

In-Person Events

Every event is an opportunity to gather marketing assets. There are three types of ads you should capture:

• Stage Ads: Get a picture or video while you are on stage with people celebrating behind you. These visuals prove the size and scope of your event.
• Professional Testimonials: Reserve a separate room to professionally record testimonials from high-achieving customers. Use a six-point script to guide their story from their internal struggle to their external victory. Offer a bonus to customers for leaving a testimonial.
• Man in the Street: During breaks, a camera team can ask people rapid-fire questions to get quick soundbites. These can be compiled into highlight reels showing a variety of people confirming a specific outcome or metric.

Communication & Communities Scrape

Weaponize the great moments that happen in everyday customer interactions.

• Support/Account Rep Chats: Create a list of key terms that indicate a customer win, like sales, profit, or revenue. Have your team search for these terms and screenshot the conversations. Reward them for their efforts to ensure they continue doing it.
• Community Wins/Posts: Encourage customers to post their wins of the week in your managed community. Search for key terms and screenshot the best ones.
• Reviews & Comments: Scrape reviews and comments from all external sites like Yelp, Google, and Amazon.

Bonuses and Award Ads

Give out an award or bonus in exchange for a testimonial. You can get four forms of proof from one award per person:

1. A post showing their stats in the community group.
2. A video sent via email.
3. An unboxing video of their award.
4. A video of them being presented with the award in person or on stage.

Testimonial Competitions

This generates a massive influx of ad content at once.

• Announce a competition for the best raw, iPhone-style testimonial.
• The best is measured by its performance as a paid ad.
• The one with the most conversions over 30 days wins a crazy prize, like six months of free service.
• Provide instructions and a template for customers to submit their video.

Final Thoughts

While this looks like a lot of work, the alternative is being a camera slave with a less valuable business.

By building this machine, you can ensure your business consistently generates new ads and new customers, making it a much more valuable and reliable asset.

If you are just starting out, prioritize implementing these strategies in this order:

1. Competition
2. Chat/Messaging Scrape
3. Community Scrape
4. Reviews Scrape
5. Social Media Scrape
6. Bonus Unlocks
7. Award Unlocks
8. Events
9. Lifecycle

Keep Crushing!
- Sales Guy