Marketero · Entrevistas
17 Years of Marketing Advice in 46 Mins
29 ideas de marketing sacadas de «17 Years of Marketing Advice in 46 Mins», de Sabri Suby. Sobre todo de mensaje y copywriting, estrategia y decisiones de…
- 29 ideas despiezadas
- Fuente Sabri Suby
- Dura 46 min
- Publicada en 2024
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Fijar precios basados en el valor percibido del problema y no en la suma de costes
Oferta y precioCalcular los precios añadiendo un margen a los costes de entrega es un error frecuente porque omite gastos críticos como captación de clientes, ventas e innovación. En su lugar, el precio debe determinarse según el valor económico que representa resolver el problema para el cliente, capturando el mayor margen posible para reinvertir en el producto y el equipo.
when it comes to pricing, they look at how much it costs to deliver that product or service, and then they mark up a multiple of what they think is reasonable. This is the worst thing that you can do. Because a lot of the time when people do that, they never factor in all the other overheads that exist in order to acquire a customer. The ads, the sales team, the product innovation team, the packaging, inflation, all of those things. Instead, what you want to do is you want to prescribe a value to the problem that your product solves. And that is the thing that you want to think about what it…
Escúchalo en el minuto 20:40
Diferenciación entre captura de demanda y generación de demanda para escalar
Canales de adquisiciónLa captura de demanda (búsqueda activa) convierte fácilmente a usuarios con una urgencia inmediata sin necesidad de mensajes complejos, pero tiene un techo; la generación de demanda (anuncios en redes con ganchos y narrativa) es más difícil porque despierta el interés en personas no conscientes, pero desbloquea una escala masiva sin límites de volumen de búsqueda.
In marketing, you've got demand capture and you've got demand generation. And you do not want to start by trying to master both of those things straight out of the game. If there are people that are actively searching for what it is that you sell, the easiest path for you to go down is demand capture, i.e. are people on Google actively looking for a solution to what it is that you provide. They are the easiest people to convert. You do not need to have crazy offers, hooks and storytelling or anything to be able to convince those people to buy. They are customers that I call have a bleeding…
Escúchalo en el minuto 26:14
Enfocarse en el negocio de la recompra para dominar la adquisición
Retención y relación con el clienteLos negocios exitosos no se centran únicamente en conseguir el primer pedido, sino en estructurar el modelo hacia la recompra y la retención. Maximizar el valor de vida del cliente permite invertir más presupuesto que los competidores para adquirir clientes y mejorar la entrega del servicio.
clients but retaining them and then being able to deliver on your promises because all successful businesses are focused on not being in the order business but being in the reorder business. You want to be in a situation where your clients are worth more to you than any other person in your industry and your market. Therefore, you can spend the most to not only acquire those clients but to also service those clients and have team members come in and help you service them and being able to have the funds
Escúchalo en el minuto 1:21
Regla 80/20 de priorización entre LTV y CAC
Retención y relación con el clienteDedica el 80% de tu tiempo a aumentar el valor del ciclo de vida del cliente (LTV) mediante un mejor producto y mayor frecuencia de compra, y solo el 20% a reducir el CAC; quien genera mayor LTV puede permitirse pagar más por adquirir cada cliente y capturar el mercado sin depender de optimizaciones marginales en CPA.
for everybody that's involved. Point number 15. Spend 80% of your time focusing on how to increase the average lifetime of a customer and spend 20% of your time focusing on how to reduce your customer acquisition cost. If there's anything that I see more common in the marketing world is broke marketers obsessing on how to lower their cost per lead or to lower their customer acquisition cost. their business. And instead, what you want to do is focus 80% of your time focusing on how do I deliver a better product or service that either gets people to buy more or to buy more frequently. And just…
Escúchalo en el minuto 32:54
La prueba de fuego para una oferta: asumir todo el riesgo del comprador
Oferta y precioUna oferta verdaderamente atractiva debe eliminar por completo el riesgo para el cliente trasladándolo al negocio, hasta el punto de quitarle el sueño al fundador. Aunque esto genere temor a devoluciones, el aumento drástico en conversión reduce sustancialmente el costo de adquisición de clientes (CAC).
that I get when it comes to making a godfather offer is that like, oh, wow, you want me to burden all of that risk. And then if I do that, there might be refunds. And that's going to cost me a lot of money. The more compelling the offer, the more people that you're going to get to actually convert. And that is going to lower your customer acquisition cost. A compelling offer is more so about having a very clearly defined promise that you're making, and then removing all the risk. And my litmus test for this is if the offer does not keep the founder up at night, then it simply isn't strong…
Escúchalo en el minuto 40:26
Dedicar una atención desproporcionada al desarrollo del gancho (hook)
Mensaje y copywritingUn gancho eficaz tiene mayor valor que mil líneas de copy perfectamente redactadas; si la apertura no logra captar de inmediato la atención del público objetivo, la calidad y persuasión del resto del mensaje resultan irrelevantes.
thing when it comes to storytelling is hooks and framing. And a hook by definition is something that does just that. It hooks people. It is a statement that you can grab the attention of a group of people and make them pay attention to what it is that you've got to say. One good hook is worth more than a thousand of the most masterful crafted copy that exists. And you want to spend a disproportionate amount of your time on the hooks. Because if you can't hook somebody, it doesn't matter how good the rest of that piece
Escúchalo en el minuto 14:20
Canales de adquisiciónLas plataformas con distribución algorítmica permiten validar ganchos y mensajes frente al mercado sin necesidad de contar con una gran base de seguidores; aquellos contenidos que demuestren tracción orgánica deben transformarse en anuncios pagados para ser amplificados con presupuesto.
apparent with Instagram reels and TikTok is that you want to use organic to feed the paid engine. So it's a great way now that you can get distribution on these platforms without having huge follower bases for you to test hooks and for you to test messaging that works in your marketplace and then finding out what works organically and then turning that into an ad and then amplifying it.
Escúchalo en el minuto 10:42
Mensaje y copywritingLa comunicación de mayor impacto en ventas, literatura y política se estructura a un nivel de lectura de sexto grado o menor; la excesiva complejidad verbal desconecta a la audiencia, mientras que una extrema simplicidad y claridad de pensamiento jamás aliena al receptor.
Now, I have studied the New York Times bestseller list, the best YouTubers, the people that have been elected into the most powerful offices in the world. And the commonality that you will see in all of their forms of storytelling is that they write and speak at a sixth grade reading level or below. And the reason for that is that you will not alienate people by having your message too clear to consume. But you will certainly alienate people by making it so verbose and over the top and hard to comprehend that people will
Escúchalo en el minuto 13:14
Reducir el consumo de información y cultivar la soledad para estimular la creatividad
Estrategia y decisiones de negocioEl estado de consumo continuo bloquea la capacidad creativa; para generar grandes ideas y conceptos que diferencien el trabajo humano y guíen a la IA en la ejecución técnica, es fundamental reducir el consumo de contenido y crear espacios de silencio y desconexión.
ability to come up with big ideas and to apply their imagination that then we can guide AI into, to help us do all the logistical script writing, media buying, running the ads, writing the headlines, and doing all of those things. And when it comes to like ideas and creativity, the thing that I have found that helped that is that solitude is the wind that stokes the flame of creativity. And you do not want to be in a constant state of consumption, because the more that you consume, the less that you create. So if you want to create more, you have to consume fewer things. And when you allow…
Escúchalo en el minuto 45:39
Investigación de mercado y clienteLa selección del mercado es el factor más determinante en marketing. Es preferible ingresar a un mercado con alta competencia y demanda validada antes que gastar tiempo buscando una idea 100% única que carezca de necesidad comprobada.
is they want to start. That is a horrible, horrible idea. You want to look for markets that there are lots of people in that niche. And it is competitive, because that has proven that there is a need. And so the most pivotal thing above everything when it comes to marketing is market selection. You can have the sexiest logo, the best team, the most dialed in funnel. If you are in the wrong market, nothing
Escúchalo en el minuto 5:13
Investigación de mercado y clienteEn lugar de intentar convencer a un mercado que no percibe la necesidad de comprar, se debe identificar un problema urgente existente y lanzar una Oferta Mínima Viable (MVO) con lo justo y necesario para testear el apetito de compra real antes de invertir en la infraestructura operativa o backend.
fine to drink the tap water. So I was entering into a market that people were not starving for the product. And instead of having a compelling offer that solves a burning problem, I was trying to have a convincing current. That was the river of the desires of my marketplace. When you're launching a business, you want to launch with a minimal viable product or a minimal viable offer. And that is just enough for it to be good enough for you to sell it. And you want to do that to test the appetite that there is in the marketplace. And then only once you have proven that there is an appetite for…
Escúchalo en el minuto 4:03
Distribución del mercado según el nivel de consciencia de compra (Fórmula del Mercado Mayor)
Investigación de mercado y clienteEn cualquier mercado, solo el 3% está listo para comprar activamente y un 17% está recopilando información; el 20% es consciente de su problema sin buscar solución activa y el 60% no es consciente del problema, lo que hace imprescindible la generación de demanda para captar al 97% restante.
market formula. Basically, what it shows you is that in any given market, there are 3% of people that are looking to buy. They're the people that already know that they've got a problem. They're on Google. They're looking for solutions to their problems. Then you have a further 17% of the market. They're the guys that are in information gathering mode. They are kind of out there seeking out information. They might not be looking to buy right now, but they're certainly thinking about it and they're open to it. Then you have a further 20% of the market that is problem aware. They know that they…
Escúchalo en el minuto 27:44
Uso del mecanismo único y descalificación de alternativas para vencer objeciones
Mensaje y copywritingPara convertir a prospectos escépticos que han fracasado con otras soluciones, primero se debe articular por qué fallaron las alternativas previas y luego presentar el mecanismo único de tu producto que explica cómo logrará el resultado prometido.
to throw stones at the other alternatives that exist that aren't your product. And you need to show how those products have not been able to deliver on the promise that they make in the first place, which forms into something called a unique mechanism. So we'll take the weight loss market, right? If someone's in the weight loss market, the chances are that they have tried another diet. They've tried paleo, keto, intermittent fasting. They've tried all of those things, yet here they are still overweight and wanting to lose the weight. And you need to be able to articulate why all of those…
Escúchalo en el minuto 38:18
Priorizar el fondo sobre la forma en el mensaje investigando los dolores reales
Mensaje y copywritingQué dices es infinitamente más importante que cómo lo dices. Antes de dedicar tiempo a pulir las palabras, se debe investigar en quejas de clientes, reseñas y foros para identificar y articular con precisión los puntos de dolor del mercado.
point on storytelling is what you say is infinitely more important than how you say it. Most people spend the majority of their time finessing words on how they are saying a particular thing. When instead, what you want to do is you want to focus on saying the right things in the first place. And the way that you do that is you look at customer service complaints, you look at reviews, you be in Facebook groups, you look at YouTube comments, and you really understand what that beating pulse is of your marketplace. So that when you write words, they strike like lightning, because they…
Escúchalo en el minuto 15:15
Estrategia y decisiones de negocioEn lugar de sobreinvertir tiempo en dominar herramientas tácticas con obsolescencia rápida (como interfaces publicitarias específicas), prioriza habilidades compuestas con larga vida media como la comunicación, el liderazgo y la redacción clara, automatizando o delegando el resto.
pool of people that are playing for the quick, small money. Point number 14, focus on the skills that have the longest half-life. In business, there are infinite things that you can focus on. And the more success that you see, the more that you want to engineer your week, your month, and your years to be focused on acquiring the skills that are going to compound throughout your whole career. the Facebook ads that are in Facebook ads all day long. What we know from Facebook ads now is going to be entirely different likely in the next four years. So I obsess over the next year of becoming the…
Escúchalo en el minuto 31:16
Construir primero tracción con respuesta directa antes de invertir en marca
Marca y posicionamientoPara tener una marca primero se necesitan clientes y flujo de caja. Salvo que se cuente con abundante capital de riesgo, los negocios deben comenzar con marketing de respuesta directa (llamadas, mensajes directos, anuncios de conversión directa) para entender íntimamente al cliente y financiar posteriormente la construcción de marca.
like were direct selling. It was direct response marketing. Throughout their evolution, they earned people. They have a logo. In order to have a brand, you need to have customers. The best place to start if you're getting out and you do not have huge amounts of venture capital is to start in direct response. Whether it's at local markets, it's cold calling people, it's local DMing people, it's you being the influencer and creating the organic TikTok content in the beginning. Only once you do that and you intimately understand your customer, you understand what's important to your market, will…
Escúchalo en el minuto 6:46
El error de separar la calidad del producto del esfuerzo de marketing
Oferta y precioCentrarse únicamente en perfeccionar un producto sin hacer marketing condena al negocio a no escalar por falta de clientes, mientras que promocionar agresivamente un mal producto acelera su fracaso por el boca a boca negativo. Las empresas de mayor escala combinan un producto sobresaliente con una distribución y marketing excepcionales.
It's not about product or it's not about marketing but it really is about both. Not all businesses are need is a lie. And I've seen so many businesses die because of this. They set up their business, they develop a logo and then they just spend like a year or two years of their life perfecting their product or service. They launch their business and they never get any customers even though their product is great. They can never ever scale it because they're not marketing it and then it just goes out there and he has no emphasis on product and customer experience. He's got a shitty product…
Escúchalo en el minuto 2:18
Estrategia y decisiones de negocioLos fundadores suelen quedar atrapados en el rol de practicantes técnicos ('el chef'), sobrecargados y haciendo todas las tareas operativas sin tiempo para crecer. Para salir de este 'valle de la muerte', el fundador debe dejar la ejecución operativa y concentrarse prioritariamente en actividades de alto apalancamiento que generen flujo de caja, financiando así la contratación y formación de un equipo.
more people. Which brings us to the next point, the chef versus the business builder. Most people, business. And they end up overworked and underpaid for what it is that they're doing and the amount of me come in and grow this business? And the problem is, what got you here is not going to get you there. people, to lead people. And your skill set goes from being the practitioner to actually being the business builder that is responsible for growing this business. And they are two entirely different skill sets. There is like this place that I call Death Valley. And it's where you as the…
Escúchalo en el minuto 21:36
Construir deseo previo para hacer innecesaria la venta agresiva
Marca y posicionamientoEl rol fundamental del marketing es hacer prescindible la venta agresiva generando tanto deseo en el mercado que los clientes lleguen predispuestos a comprar. Esto se logra articulando profundamente sus problemas, ofreciendo un producto excepcional y presentando una oferta percibida como única.
good packaging to that content. Point number seven is building desire versus selling. Marketing's job is to make sales redundant. You should be building so much desire in your marketplace that people are already sold before you even ask them to buy. You build enough desire that people are coming to you and they're lining up, asking for help for what it is that you're selling. Think about an Apple shop, right? You don't have to ever go into an Apple shop and the person there is like aggressively selling you a MacBook Pro. Like the people that are in an Apple shop, they're just order takers…
Escúchalo en el minuto 18:01
Reversión de riesgo como base de una oferta irresistible
Oferta y precioUna oferta convincente es más efectiva que un argumento de ventas persuasivo; para maximizar conversiones, el vendedor debe asumir la mayor parte del riesgo de la transacción en lugar de traspasárselo al prospecto.
that skepticism, your conversions will always be low. Point number 18, a godfather offer. A compelling offer is infinitely more powerful than a convincing argument. In any transaction, there is risk present. And in most transactions, the business owner is asking the prospect to wear all of that risk. They're like, this is the product, just buy it. This is the price, just buy it. When realistically, you want to be aware of the risk that is present in every transaction. And you want to burden the majority of that risk as the business owner. And the more that you do that, and the more clearly…
Escúchalo en el minuto 39:33
Retención y relación con el clienteEmpoderar a cada colaborador con un presupuesto directo y sin aprobaciones (como los 2.000 dólares por incidente de Ritz-Carlton) para solucionar quejas permite transformar fallos de servicio en experiencias memorables que impulsan la retención y la recomendación boca a boca.
And a great example of this is Ritz Carlton. They're kind of being studied as like the gold standard of customer service. And one of the things that they've got is that they give every single team member in their business an allowance of $2,000 for each incident, not each person staying in their hotel, each incident to write a wrong or a complaint that a customer has while staying with them. They don't need to get approval. They all have $2,000 as a budget to write that. And as a result of that, that just has people having the most incredible experience ever when they stay at their hotels…
Escúchalo en el minuto 42:07
Cálculo del valor por hora para delegar tareas operativas
Estrategia y decisiones de negocioCalcula tu tarifa horaria dividiendo el beneficio neto total entre las horas trabajadas en el período, y contrata a terceros para cualquier tarea que cueste menos que esa tarifa horaria en lugar de ejecutarla tú mismo.
time worth to you. Take the total amount of profit that you earn in a month or in a year and divide that by the number of hours that you work in a month or year. And you do not want to be doing anything that is below that hourly rate that you could then go out and hire somebody to do those
Escúchalo en el minuto 25:07
Demostrar ayuda real como antídoto contra el escepticismo del mercado
Mensaje y copywritingPara vencer el creciente escepticismo de los consumidores frente a competidores inexpertos, el mejor enfoque es aportar valor demostrando que puedes ayudarles ayudándoles de verdad antes de la compra.
business, one of the constants that I have seen is that the level of skepticism in all markets keeps on the barriers to entry to start a business keep on getting lower and lower. Then on the other end of that, about people quitting their nine to five and starting their own business. You have more people that are not experts that are in business in every single category that exist. And as a result of that, there is a lot of incompetence. And that incompetence adds to people's bad experience, which also adds to their skepticism. People are just jaded. They're more skeptical than ever before…
Escúchalo en el minuto 36:38
Ganar la primera venta capturando atención frente al entretenimiento masivo
Estrategia de contenidosLa primera venta que se concreta es la de la atención del prospecto, compitiendo directamente contra opciones masivas de entretenimiento como redes sociales y streaming. Para maximizar el rendimiento del embudo, el contenido debe ser entretenido, con ganchos potentes y empaquetado atractivo que justifique el tiempo del usuario.
best way possible. Point number six, the very, very first sale that you will make is the sale for somebody's attention. And we're living in a day and age where attention is a new form of currency. We similar business to you. You're competing with all the other alternatives that possibly exist for your prospect to spend their time and attention on. Netflix, Instagram, YouTube, everything is on the phone, right? And this thing is the arena that you must compete in to get people's attention. And if your is the game that these guys were playing is that they were winning the first game, which is…
Escúchalo en el minuto 16:07
Estrategia de contenidosNo existe la publicidad gratuita; la adquisición pagada se financia con dinero mientras que la adquisición orgánica se paga con tiempo, esfuerzo y costos de producción (equipos, creadores, edición).
out and getting customers organically and have that word of mouth spread. But both of those are resources that you're paying with. One of them is you're using money and the other one that you're using time. There is no such thing as free advertising. Organic is meant to be in a way where it sounds like it's free, but it's not. It costs money for me to have these cameras and videographers and
Escúchalo en el minuto 9:42
La creatividad y las ideas como única ventaja diferencial frente a la IA
Marca y posicionamientoA medida que la inteligencia artificial automatiza por completo la compra de medios, la gestión de subastas publicitarias y el análisis de datos operativos, el único factor diferenciador y ventaja competitiva real entre marcas pasa a ser la calidad de las ideas y la creatividad.
things become apparent. A lot of the manual tasks that we do, like interpreting data, operating within these auction pools on Facebook and Google ads and doing media buying, all of that stuff is eventually and inevitably going to be completely automated. But if everybody is using AI for all their media buying, and all of these marketing campaigns that they're running, then what is going to be the differentiator? What is going to give people an edge? Everybody has the same advantage. And that's been a question that I've been obsessing over for the last year and a half. And the thing that I…
Escúchalo en el minuto 44:41
El dominio de los fundamentos de negocio supera a las tácticas complejas
Estrategia y decisiones de negocioEjecutar excepcionalmente bien los fundamentos empresariales (un producto sobresaliente, precios premium, reinversión en talento e I+D) genera mejores resultados que obsesionarse con embudos avanzados o trucos de segmentación publicitaria.
specific things. Like, yeah, okay, cool. Like have an exceptional product, right? And have it so exceptional that you can charge premiums and then make more profit per customer so that you can hire the best people to come in and help you with the business and make sure that you break off a percentage of your annual profits into R&D. I was like, yeah, that's all cool, right? Like, give me the tactics now. Give me the shiny tactics. And I realized after reading lots of books, speaking with lots of people, these advanced people, they always did the fundamentals every time. Whereas you look at…
Escúchalo en el minuto 35:15
Facturación anual de Guthy-Renker con respuesta directa
Canales de adquisiciónGuthy-Renker genera aproximadamente 2.000 millones de dólares al año en ventas operando negocios basados en marketing de respuesta directa e infocomerciales.
created in both of those categories. You've got businesses like Guthrie Renka. They do $2 billion a year in sales. They are behind Tony Robbins, blew him up using infomercials. And they've got like Proactive. They've got brands with JLo. And they've been able to build a massive, monstrous business
Escúchalo en el minuto 7:10
Gasto publicitario anual de LVMH Group
Canales de adquisiciónEl conglomerado de marcas de lujo LVMH invierte aproximadamente 16.000 millones de dólares al año en publicidad.
using direct response. You've got LVMH Group that have Louis Vuitton. They've got Sephora. They've got a whole range of brands under their umbrella. Yet these guys, they spend $16 billion a year on
Escúchalo en el minuto 7:30
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