s5e59 How to Create a Simple, Compelling Marketing Message with Dov Gordon
Dov Gordon is a marketing expert with a gift for helping businesses create simple, compelling marketing messages. Dov has been one of Tom's consultants for many years. Dov is the Founder of JVMM, a highly curated network of "thought-leader" entrepreneurs who promote each other. Recently, Dov decided it was time for another ‘leap.’ He shut down his own boutique coaching business and made JVMM his main focus. His mission is to serve his members as best as he can. Today, Tom and Dov engage in a rich discussion on curating a simple, compelling message, how to attract the right people, and how to clarify your Marketing message to make your entire real estate negotiation process easier through having a compelling marketing message.
Key Takeaways
- 01:01 – Tom introduces today’s guest, Dov Gordon, who joins the show to discuss what goes into an ideal marketing message and how he attracts the right client
- 12:05 – Curating a simple, compelling, head-turning message
- 23:50 – The Cash Flow example
- 29:15 – The Cup of Coffee/Pint of Beer Test
- 31:31 – How Marketing overlaps with Negotiation and the difference between rushing and a sense of urgency
- 35:45 – Tom thanks Dov for joining the show and lets listeners know where to connect with him
Tweetable Quotes
“A good marketing message will lead you to change your plans and take a step towards me or towards whoever is putting out the message.” (04:33) (Dov)
“The first thing to understand is what is the purpose of a good message. And the purpose of a good message is to get the attention and the interest of your ideal client. That may or may not sound like a tall order. The good news that there’s only two things that get the attention of your ideal client. Number one, a problem they have and don’t want, and/or if you talk about a result they want and don’t have.” (04:58) (Dov)
“In order to craft a simple, head-turning, compelling message, you need to start with your core idea and take it through seven filters. You really want it to pass from one to the next and, if it goes through all seven filters, you’ve got a simple, head-turning, compelling message.” (12:33) (Dov)
“People try to load too much into their messages. They try to be too high level and the problem is it’s meaningless. If you try to put too much into it, you lose people. And the reason we do that is because there’s so many people we could help. That’s true, but the more you put in there, the fewer people are gonna read your message. So, you’ve got to work with human psychology.” (28:49) (Dov)
“There’s a distinction between rushing and a sense of urgency. Rushing is where you try to make something go faster than it’s naturally able to go. A sense of urgency is where you don’t allow things to take longer than they need.” (32:47) (Dov)
