How To Think With Dan Henry Why Brilliant Marketing Always "Connects the Dots"
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Are you leaving your prospects feeling confused and scratching their head?
Think about your favorite brands…
There is a story behind that brand, a narrative you follow along with as you consume their content. More importantly, they tell a story that you either relate to or aspire to be like.
You might recall a series of ads for Dos Equis. "The Most Interesting Man in the World" was often found living a life of luxury and envy, jet-setting around the world with beautiful women, doing things most of us only dream of.
I remember reading an article about this ad campaign. The VP of marketing for the company stated business had nearly tripled since the introduction of that campaign!
Why?
Those ads clearly connected the dots for the audience. Every ad they consumed followed a narrative. Sales went up because the audience could relate, or they aspired to be more "interesting" themselves.
All marketing is essentially storytelling. Brilliant marketing is storytelling that connects the dots for the consumer. It brings them on a journey, allows them to immerse themselves in a narrative. That's what encourages consumers of your marketing to become clients.
If your marketing isn't producing the kind of results that you want to see, ask yourself how well you're connecting the dots!
In this episode, I am going to cover:
- Why your funnel and your strategy don't matter as much as your narrative
- How to tell a great story and connect the dots for your audience
- Why you must remember you are a storyteller first and a business owner second
If you got value from what you heard here, please be sure to subscribe and rate this podcast! Bonus points for you if you write a review! ;)
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— TRANSCRIPT —
In today's episode, we're going to be talking about why brilliant marketing always connects the dots, what that means and why, if your marketing isn't doing so well, you're probably not connecting the dots anywhere near as good as you could or should be to get your customer to buy. That is coming up.
All everybody, this, this episode I'm going to be super passionate about because it's something that, you know, a lot of people don't realize there is this, this thing that happens called connecting the dots when it comes to marketing. Now, what is marketing essentially?
Marketing is basically storytelling. I mean, let's be honest here. Every great product has a story. Every great product sells through a story. I mean, right down to Coca-Cola and, and to, you know, whiskeys. I mean, look at you know, "The most interesting man in the world," Dos Equis, you know, I don't always drink, but when they do, it's Dos Equis. It's like all great marketing is story-based. It has a narrative always. So what makes a good narrative? And how do you know if your narrative isn't that good?
So here's the thing. It doesn't matter what funnel you choose, what method of acquisition or marketing you use. There's still an underlying narrative in all of them. And when you go from funnel to funnel or strategy to strategy, and they always, you know, fail, it's not because those individual strategies don't work. It's because your underlying narrative is no good. Okay?
So let me give you a perfect example. I recently watched the Snyder cut of the Justice League and just to catch anybody up. When the Justice League came out, Zack Snyder was the director, and his daughter had committed suicide, and he couldn't finish the movie. So they brought in a director from Marvel's neck of the woods, called Joss Whedon. His name was Joss Whedon, and he finishes the movie. But what he does is he takes the same story, the same story that was written and put in place by Zack Snyder. And he reshoots a bunch of scenes.
He re-edits, you know, he basically does his own thing. Well, the movie comes out, and it's trash. It's just complete crap. It is a steaming pile of manure. It is the worst, and it was critically just completely bashed. Nobody liked it. I mean, find me somebody that liked Justice League that is an actual comic book fan or comic book movie fan. Nobody liked it. It was garbage. So you know, these petitions come online for years to release the Snyder cut, let Zack Snyder finish his movie. So fast forward to four years later, the studio says, well, you know what, let's do it. And it's probably because COVID happened, and there was nothing else going on. So they're like, all right, fine. We need to make some money. Let's release the Snyder cut. So they contact Zack Snyder, and they say, Hey, finish the movie.
So Zack Snyder finishes his version of the movie, and it gets released on HBO max. And it's called the Snyder Cut. That's what it's called Justice League, the Snyder Cut. And so I watched it the other night. Now, keep in mind, this movie is four hours long, four hours and two minutes. And you know what? I loved every single minute of it. And it was, I didn't do it in breaks. I watched the whole thing from beginning to end. It was a masterpiece. It was incredible, one of the best superhero movies I have ever seen in my entire life. And if you look online and you see the critical acclaim, you will find that most people say the same thing. People love it. So why did most people hate the original one by Joss Whedon? And why do most people love not just love but are just completely blown away by this Zack Snyder version, even though it's the same story?
Well, I will tell you why. It is because even though it is the same story, Zack Snyder connected the dots in the story much better than Joss Whedon. Joss Whedon's version was disjointed. It didn't make a lot of sense. There wasn't the right character development. We didn't really care about certain things, whereas that did not happen in Zack Snyder's cut.
And so what that proves is that it's not necessarily about, just about the story, but it's about how well you tell the story and specifically how well you connect the dots with your narrative. So bringing that over to marketing, you know, I was speaking to one of our staff today, a copywriter at my company, and she sent me over some emails to look at, and I was looking at them, and I was coaching her on copywriting, by the way, people that work for me as a copywriter, literally you can't pay for that.
It's like it's a masterclass. It's like a personal masterclass in copy because what I do is I literally read the copy, and I Voxer back and forth and give my opinion and critique and all that. And that's how I make great copywriters anyway. So she says, you know, she sends something over. And I noticed she mentioned an analogy that was in a popular book. But she didn't mention the fact that I read in the book. She didn't mention the book. She didn't, she only mentioned half the analogy, and then she moved to something else. And I said, so this is good in concept, you know? And it was talking about the letting go of the vine thing from I believe the book was Traction. I could be wrong. I think that the book was Traction.
Anyway, I said, listen, number one, you got to set the premise, right? Like the point of the email, I said, number two, you mentioned something from a book, but you didn't finish it; you didn't finish the flow, right? You made a point after it, but you didn't actually flesh out the story from it. And you didn't mention that I read it in a book or any of that, you know? And the email was actually about delegation. And so, you know, I said, listen, this is how I would do it.
And I said, I would start it off and say, you know, I just got done with a screaming match with one of my employees. We had been working on something, and nothing was right. Nothing was getting done. And we started shouting at each other. And it was one of the worst moments in my entrepreneurial career. I didn't freak out. I didn't fire the person. We just calmed down because we realized that this was a miscommunication issue. And ultimately, it was my fault. It was my inability to delegate. Things were just crazy. The business was growing, and I did not know how to delegate. And so I went home that night, and I was frustrated. I was stressed. My chest felt like it was a rubber band. I sat down in my living room, and next to me was a book. A book that I bought about three months ago but never actually picked up. And that book was called Traction. Right. So pick it up. I open it.
And within five minutes, I instantly regret not picking it up sooner. And I remember this one analogy, and then from there, we talked about the analogy of letting go of the vine. We flesh it out. We complete the analogy and like, Hey, I read this part in the book. And then we would make the point, and because she wasn't tying it to the product that well, I said, listen, when you make the point, you say, listen, once I learned to delegate, things went so much smoother. I was able to be hands-off and let my team do their thing. And that's one reason why it's so important that when we work with our clients and getclients.com, a little passive pitch there that we not only teach them delegation, we not only teach them how to manage and hire a sales team, if they need it, how to you know, really systemize their business so they can step away.
But we also do one of the most important things, and that solving the problem at its root. We teach them how to develop a business that doesn't actually take massive amounts of delegation. So not only do we help them with delegation, we show them how to restructure their business to not need so much delegation, not so many moving parts. And we do that by showing them how to raise their prices and work with fewer clients and make more money. And then, you know, if you'd like to become a client and learn and work with us on that, you know, you click here to book a call, all that jazz.
And so that, that's how I helped her. What, what happened there was, we connected the dots, right? Just like Zack Snyder connected the dots way better than Joss Whedon in this email, the dots were connected. Why did I tell that story? You know, why was I so stressed? I picked up the book. I, you know, talking about the bands across my chest. You have to make sure that the person listening to the narrative can feel themselves in the situation. You can't just say I was really bad. I used to be really bad at delegation. And then I read this book and I, blah, blah, blah, blah. No, you've got to tell a narrative, right? You can't just give tips. This isn't a fricking Buzzfeed, Top 10 blog posts, fricking thing. This is a copy. This is narrative. This is messaging. This is marketing. And so I worked with her on that, and she was very grateful, and we worked on some other stuff. And it was a good little session. But the point here is that if your marketing is not working, it's probably because your narrative sucks.
You know what I mean? And that's why I pride myself with, you know, when I work with clients and my team worked with clients, we don't just show them what to do and how to do it in this script and this strategy in the funnel. I mean, yes, we do all of that, but the reason we get such great results with our clients, like crazy results, right? People scale; it's just like a rocket ship is because we focus on one thing that most other coaches and consultants, and programs don't focus on. And that's how to get really good at this stuff, how to tell a great narrative, how to be amazing at it.
I used to own a bar, and I always used to tell my bartenders, you are an entertainer first, a bartender second because if you don't entertain, people will not stay. They will not drink, and you won't have the opportunity to bartend. And I tell business owners and entrepreneurs the same thing. I said you are an entertainer first. You're a storyteller first. And then you're a business owner because if you can't tell a great story and you can't tell a great narrative, you'll have nobody around to buy your product. Therefore, you won't be a business owner for very long.
And so I really focused on the performance aspect and really getting people good at this stuff, so that any funnel wore any strategy. And that's a distinct difference between my company and others. And that's also why we are definitely not the cheapest. We are probably one of the more expensive, but we also get far better results than most. We work far closer with our clients, and we work to get them really good at this stuff and really understand how to market their product at a high, high, high level.
And, and that's why we do it. And that's why I love it. And of course, if you're interested in becoming a client, you can always go to getclients.com and hit the little button there, become a client and book a call, and we'll take a look at your business, and we'll see if we can help you. We'll see if we can help you fix the narrative and make it better and make those dots connect. Because when the dots connect, you can turn those dots into dollars. That's when your customers buy when the dots connect. And it just imagine if you could finally get those dots to connect what it would do for your business. You know, most people, hem, and haw over the price. Well, the price is nothing when the dots connect because your revenue spikes, it gets lost in your P and L, you don't even notice it.
So anyway, that's, that's my rant. And by the way, just so you understand, I kind of did that thing in this podcast, kind of did the narrative thing. So anyway, if you haven't seen the Snyder Cut of Justice League, you owe it to yourself to take the four hours and go watch it. It is absolutely amazing.
And I hope you enjoy this episode. Do me a favor, share this podcast, tell other people about it. I would appreciate it if you shared it if it's helping you for sure tell people about it in Facebook groups, whatever. It would mean a lot to me because it's sort of like a passion podcast for me, not just a sales tool. So anyway, love you guys. See in the next episode, don't forget to subscribe.