I want to talk about Get Out.
It’s a movie about….well…..
Just go see it. I don’t want to ruin it if you haven’t.
The movie just recently past the 130 MILLION dollar mark and it cost under 5 million dollars to make.
That’s a really big deal because most movies struggle to make their money back, let alone make a profit.
Take for example, King Kong.
This is a movie that also recently came out has to make at least 800 MILLION dollars JUST TO BREAK EVEN. It’s made about 120 million dollars so far, long way to goooo and I doubt it will get there.
The studio spend millions upon millions of dollars on promotion and big fancy CGI and Oscar winning actors and there is a very good chance they won’t make that money back.
Then you have a movie like Get Out with a tiny, tiny budget and a simple story and it’s making more than anyone could have ever imagined.
I bring it up because it reminds me of the business world and how people spend money on the wrong things and wonder why they don’t get the results they want.
I’m gonna share a story about my new client Crystal* -- who is totally cool with me telling this story, by the way.
She came to my discovery call very sheepish after a very big launch that cost her a LOT of money.
She got a big photo shoot
Paid for a big expensive sales page
Got custom videos
The whole nine yards!
Only problem was that nobody cared.
Those were here exact words.
OUCH. Isn’t that the worst feeling in the world?
You put all of your heart, energy and time into something and they just don’t care.
AHHH MY FEELS.
She was in the hole over 10k and wasn’t sure what to do.
I went to her site and looked at it.
It was beautiful.
Everything was gorgeous BUT I knew instantly what the problem was.
I cleared my throat, a little nervous.
There is just no good way to say what I was about to say.
“So, what is it?” I said.
“What do you mean?” She asked.
“What is the offer? What are you selling?” I said, my voice cracking a little.
I winced, expecting...something.
Maybe tears? Maybe a little screaming or perhaps laughter.
I’ve had people react in all 3 ways when I give similar bad news.
I actually give it a lot.
I didn’t know how she’d take it.
Silence on the other end. I could hear the wheels spinning.
“Oh.” She said.
People (and studios) believe that success is all about being bigger, badder and more polished when really it’s about being good and clear and resonant.
The reason why Crystal didn’t succeed was not because of her list size (which is what she thought).
It’s not because she just “sucks at launching” (that’s what she was hiring me for)
It was she didn’t make her message compelling enough for people to buy it.
I’m sure you’ve been tempted to go BIG so that you can look like the gurus on the FB ads.
I will let you in on a little secret:
A lot of those people have King Kong like problems.
They are spending BIG MONEY and not getting returns they want.
I am lazy, I guess.
I don’t do fancy videos.
I am notoriously cheap when it comes to paid advertising (I haven’t used it much at all lately).
I just do what works and really don’t care about the rest.
You don’t need this shit.
It’s all a distraction.
The core has to always come first. You must be clear on what you sell, who you are and what you do and then everything just...happens.
You need a message.
There is this thing that happens after I do my first session in my Brand Fix, it’s called the business honeymoon.
In my first session, I take them through my Brand Clarity process and it changes their whole mindset around their businesses.
It’s like the first month of their business all over again.
They are inspired.
They can suddenly WRITE and share.
They become more active on social media when they haven’t been.
Basically, they fall in love with their business again.
A squeal of delight happens.
A sigh of relief
And a feeling like finally….this all makes sense.
That’s because when you KNOW what you are selling and what you want to say, things just start to fall into place.
So instead of investing in that next big fancy photo shoot or crazy fb ad course because you think it will get you out, ask yourself this:
Am I clear?
Do my clients get what I’m selling?
Because I guarantee you that needs to be figured out FIRST before everything else.
P.S -- If you read that last bit and was like MAN, I might need this, let’s talk.
I have a few openings in April. Sign up here!