Show Notes

• You can have an E.L.F. business, easy, lucrative, and fun, or you can have a H.A.L.F. business, which is hard, annoying, lame, and frustrating.
• One of the most important things about the marketing plan isn’t the plan, it’s the planning and the psychology behind it.
• The end of the year is always a good time to look back and get a good sense of where you’ve been.
• 100% of the revenue you generated over the past year is a result of the total cumulative activities you did to generate it.
• Instead of just the top layer of understanding, which is your revenue and profit, you can divide up the business into Before, During, and After units. Every business is different but can still be divided in this way.
• You can map out your marketing plan on a whiteboard or you can go much more in depth with it.
• When thinking about a particular tactic, figure out the context of it and find out which unit it fits into.
• Dean prefers to look for the biggest breakthrough that you could do right now rather than planning for steady sequential growth.
• The most effective move you can do is to take your most profitable offer and put it in front of people that already know you. What is the highest amount of value you can create for someone and offer it to them?
• You don’t need to build out a whole marketing plan to launch something to people who already know, like, and trust you. You just need the courage to do it.
• If you have a bigger opportunity to add value for people, that’s the surest, easiest way to have the biggest impact because it’s almost all profit.
• If you were trying to improve your golf game, you would start with your three foot putt and work backwards from there.
• Most marketing is done sporadically instead of consistently.
• Every business has different metrics and different approaches to understanding what is driving that revenue. You have to define what the result is and then highlight and document when the result is achieved.
• Things that are planned out and done consistently will always produce a result.
• Many people are tracking data but not information. Information is way more valuable since that’s what you use to make better decisions.
• Know what the independent drivers of your business are and have a vision in place and be crystal clear in what you are trying to build. Describe it so vividly that someone can get the picture of it, that level of specificity is critical in enrolling other people to collaborate with you to achieve a result.
• A Vivid Vision is a sales letter for your customers but also for your team.
• In order to get to E.L.F. it takes a lot of work to get everything set up.
• If anything you do gets traction or goes viral, keep doing that thing. Leverage what has already worked for you.
• E.L.F. is a filter more than a tactic. You can look at something and ask if it’s making your business more lucrative or less lucrative, more fun or less fun.
• A big part of the marketing plan is not adding in all the things that you’re going to do, it’s figuring out what things are you going to stop doing. Identify your most valuable activities and put your attention and resources on them.
• “The best way to complete a project is to drop it.” -Arianna Huffington
• Some people will be disappointed when you stop doing certain things, but that may be the only way you can reach the next level.
• If you can get your very best clients to refer people just like them, that will be one of the biggest impacts you can make on your business.
• Be in a community where you are around other people that value and understand marketing. If you hang around successful people, your odds of success go up greatly. Put yourself in a room of result leaders, not just thought leaders.