Marketing Mastery – How To Get Your Ideal Clients To Come To You

Summary

• When I was starting out in fitness, my truthful marketing about sustainable ways to achieve fitness goals didn't resonate with potential customers.
• I encountered similar resistance when marketing for a dentist who disliked the successful campaign I created because it didn’t align with his personal taste.
• The lesson I learned is best illustrated by the "ham and the garlic" story, which suggests that we have to offer people what they want before we can give them what they need.
• People often can't relate to a message from someone who is "in the know," so we must go back to our own time before we had that knowledge and meet them where they are.
• In the fitness business, we attracted customers with short-term challenges because that's what they initially wanted, which then allowed us to introduce sustainable, long-term fitness strategies like counting macros and resistance training.
• The key is to shift your perspective from what you believe is the truth to what the customer perceives as their truth at that moment.
• Great marketing often involves meeting the customer at their current belief level and then guiding them toward the transformation they need, even if that requires challenging their existing beliefs.
• Remember, don't start with the end but begin where they are, and lead them on the journey towards where you know they can achieve the best outcomes.

Video

How To Take Action

To make your business grow, start by thinking about what your customers want, not just what you know they need. Here's how to do it:

• Look at your product or service and ask yourself: What do customers really want right now? They might want something quick and easy, even if you know there's a better, longer-term solution.
• Use that answer to make a special offer. For example, if you're a personal trainer, offer a short fitness challenge to get people excited and ready to sign up.
• Once customers are interested, earn their trust. Show them that you understand their needs and can help them reach their goals.
• After they trust you, start introducing the "garlic"—the thing they need but might not know about or want just yet. Teach them slowly about the long-term solutions, like proper nutrition or exercise routines.
• Remember to speak in a language they understand. Think back to when you didn't know as much as you do now, and talk like that. It helps make a connection.
• Be patient. Change takes time, and you need to walk your customers through it step by step.

By doing these things, you can help your customers get what they need by starting with what they want. It's like the ham and the garlic story—you wrap the good stuff in something tasty to help them eat it. That's how you'll make both them and your business happier and healthier in the long run.

Quotes by Alex Hormozi

"You have to give people what they want in order to give them what they need"

– Alex Hormozi

"If you don't take care of the dog, then it means you're not responsible"

– Alex Hormozi

"Wrap it in ham first"

– Alex Hormozi

"I need to meet them where they're at"

– Alex Hormozi

"You can't begin with the end"

– Alex Hormozi

Full Transcript

video i want to tell you a story about how you can position your marketing in a way that gets a lot more people to respond to it independent of whether you may like it or not and so when i was starting out right i struggled to get people to buy what i knew would help them right so when i started in fitness i wanted to say hey there's a sustainable way uh to look the way you want to look you just need to learn how to count your macros and and and and do resistance training and if you do that you look the way you want to look but for whatever reason my marketing that talked about that because i knew it was true didn't get people to respond right and i didn't get any new customers even though i knew i was saying the truth right and later on in my career uh before i learned this lesson i was doing marketing for a dentist uh and i was and i was running ads and and we had landing pages that we had built and it was working and he called me up furious and he was like this looks horrible this is terrible for my brand i would never sign up for something like this and i was like well it's a good thing that you're not your customers you already have nice teeth right and so the story that that rant that drove this home for me was a story that's become famous in our community called the ham and the garlic and so the way the story goes is there's a little kid and he was incredibly uh excited to please his dad right and his dad one day decides to give him a dog and says listen son you got to take good care of this dog and if you don't take care of the dog then it means you're not responsible all right so you got to take good care of it if you're if we're going to buy it he says okay so he gives him the dog and so one day the dad goes to work you know a couple weeks later and the kid sees the dog he's playing with him and you notice he's got ticks all over him and he's like oh my god he's super distraught he's like what am i going to do what am i going to do and so he runs over uh into the other room whose grandmother who's looking after him while his dad's at work and he says grandma like what what do i do the dog's got ticks all over him and the grandma says ah mijo you just have to give the dog some garlic all right so go feed him some garlic and then the ticks uh you know will go away so the kid goes and he tries to feed the dog garlic and the you know the dogs move in his head because he because it smells like garlic it doesn't eat it right and so uh he goes back to the grandmother and says grandma i i try the garlic it didn't work what do i do and she says meow did you just try and give him the garlic straight up and he's like yeah he says ah you know you have to wrap it in ham wrap it in ham first then feed it to the dog and so he's like okay so he wraps it in half and goes to the dog the dog eats it and then a couple you know an hour later the ticks start crawling up the wall uh because it's the dog starts you know sweating alcoholic whatever right and the kid feels saved because the dog is taken care of and the dad still is proud of him etc but the moral of the story is that you have to give people what they want in order to give them what they need and so many times people are not at the perspective from which to they don't have their perspective they don't have the context to understand what you're saying because you already in the know and so you have to go back in time to before you knew what you knew what you know now and meet people where they're at and then walk them across the bridge to where you need them to go and so when we started marketing fitness we would market you know short short duration challenges detoxes things like that because we knew that people who were in that state of mind what they want is a quick fix right and so what we would have to do is we'd bring people in we'd give them what they want to get them to respond and then once we earn their trust we said hey i know you had a little you know we had some success in this first you know a few weeks but you're not here just for a few weeks because you don't want to gain it back right of course not right you really want this to be a long-term thing because if you lose it and gain it back what's the point they're like yeah it's like and at this point we said this is the garlic which you need to do is you need to learn how to count your calories you got to learn how to eat macros you gotta learn how to train for real all right and so when we had that we now had the context to have the truthful conversation with them and deliver the garlic right but it took the ham to get them in the door and so right now you may have something that you're trying to market in your business you're trying to get your customers in the door and you're marketing from a position of already knowing the answer and that's the issue and you may shake your fist at these other these other marketers your competitors they're like you're like man they're they're marketing short duration things that they're marketing these whatevers right but they're probably marketing it because it's working for them and so i'd encourage you to shift your perspective from saying this is the truth to this is their truth right now and i need to meet them where they're i have to go back across the bridge to where i used to be talk to them in that language relate to them understand their problems and their fears and then with my once i've convinced them to trust me enough then deliver the the garlic to them so you have to give them what they want in order to give them what they need and this is in essence what a lot of great marketing is especially if you have any type of business that has any sort of transformation that you're delivering anything that the other person has to take some steps towards you in order to be successful and so that stories always stuck with me because it applies to any type of coaching or mentor mentee relationship or really anything that you're you're marketing to the public where you need them to break a belief in order to consume your service or or get the result that you need them to have right or that they really need for themselves and so many times you can't begin with the end you can begin with the end in mind you do not begin with the end you have to start where they're at and then tape them along the journey the same one you did so that they can get to where they want to go which is where you know is going to be the best place for them so anyways i hope this was valuable for you um if you like that i'm sure there's buttons and things that you can click and learn more and all that stuff but anyways keep being amazing have an awesome day and i'll catch you soon [Music] [Music] [Applause] you