Lessons - The 5 Lenses Of Marketing | Brett Campbell, Founder at Claxon

Hi, it's Scott here. On these lessons, episodes of my podcast, I'll be selecting my favorite lessons from various guests and episodes of success story. Today you're going to hear from Brett Campbell, co-founder and chief evangelist at Clarkson Digital Marketing Agency. Brett is a go-to business expert when it comes to fast and effective business growth, having invested over 2 million personally in paid advertising and his company now managing millions of dollars a year in advertising spend for his clients in over 30 industries. Brett is a marketing genius. He's going to speak about the five lenses of marketing and why these five lenses are so crucial for not just your marketing success but your overall business growth. So the five lenses that I'll share with you is the first, and if we're thinking of this in terms of, you know, the person out there who thinks, okay, Robert can do my Facebook ads. Just use that as an example. So the first lens that you need to look at, and the reason why I call these lenses is it's part of another framework that I teach and another company I have good unleashed greatness, which is all about, you know, becoming the best version of yourself and achieving what you want in life and so on and so on and so forth, more the personal development self-help type stuff, right? And what you need to do is you need to wear a different set of lenses when you're looking at something, right? If something's not working for you, take off the lenses that you're looking at and put on some new ones, but each lens has to have a set of rules, a set of guidelines, a set of viewpoints and ways that you'd look at life and look at things, right? So if we put the first set of lenses on and that's the technician, right, the ad technician. So technician is the analytical minded person, right? They're the data driven, the number driven, right, number driven type person. They're the person that is sitting in the ad account, let's call it and setting up the ads and targeting the ads and looking at the insights and looking at all the analytics and making pivots and changes where necessary. Okay, that's a technician. Those lenses are very, very different compared to the next lens that you need to create a fantastic campaigns and winning campaigns, is that of the creative, total opposite, right, pole opposite, an analytical person and a creative person, two different people, mentally, right? So poor old Robert has to be an analytical person, now Robert has to flip and be creative. Now I know there's people sitting there going, I can be analytical and creative because I was one of those arrogant people and I said, yeah, yeah, I can, but can you do it to its most effectiveness? I am far more creative than I am analytical. I had to teach myself to become analytical, but does that mean just because I know basic, I know maths and I can look at data and stuff that I should be the person doing it to get optimum results, right? Important distinction there. The creative, two lenses within side that, one of them is the creative thinker, the person coming up with the concept, right? So for example, if we're running ads for a bread company, right, let's call it. And the creative thinker is like, yeah, we need to, we need to put arms and legs on this piece of bread and it's going to, it's going to jump out of the toaster and run around the street and blah, blah, blah, it's going to meet Mr. Avocado and he's going to jump on his back and whatever the case, right? So that's the creative thinker, then there's the creative designer, the person who knows how to actually bring that Mr. Toast and Avocado together and make it look like something, right? Because ideas are a dime a dozen, it's the execution on the idea. Yeah. So there's two different lenses within a creative person. The third lens is that of the copyrighter, right? You need words that compel. You need to be the wordsmith, the person that ushers someone along the red velvet carpet, that ushers them along the buyer, I call it the buyer readiness scale, right? You know when your buyer is ready to be asked for the sale on a scale of one to ten, you might say, at a seven, we're ready to ask for the sale. What do we need to do to get someone to a number seven, right? So the copyrighter will usher them along with their words and take them through this trance of you're lying in bed, you're on your phone, you're scrolling, all of a sudden you're checking out, you've just checked out and you bought something like, how did that happen? Well, the technician had to do his job or her job, the creative had to do their job and the copyrighter used words. But this is where it becomes really important because a lot of people do possess some creative opportunity. They can use Canva. That was me, right? I was the Canva guide. I couldn't use Photoshop to save myself, but it didn't stop me from creating images, right? It didn't stop me from creating ads. You can create some damn good looking images, look Canva too. Man, I'm telling you, my most effective ad that I've ever ran and before opening collections is important to say, I've spent over $2 million personally on ads before now managing millions and millions, but that was of my own money, right? The only reason I could spend that was because it was working and converting, but my point there is my most effective ad I ever used was just a simple Google image and it was the first, literally, this is how my mind works, I'm like, I was creating an ad back then. We don't do this now because we have a totally different structure because now I want to be in the side of my, inside my mind. I'm like, creating the ad and I'm like, I can't need an image, bang, straight to Google, okay, search this keyword, bang, okay, that one will do right click save, add it, boom, upload it. And it was a picture of, so one of our companies in the health space is around food and recipes and so forth. And I had this picture of an overnight oats, which was just, like just, and it had a spoon on the, on the pages like this bowl or like a jar sitting on a table that's good enough, put it in and I didn't even crop the image properly and I actually, like I was in that much of a rush that I didn't even crop the image properly, but funnily enough, I split tested it off where I went back and cropped the image to make it look better versus the uncrop look like I just thrown it in there. That ad ran for like, oh, geez, it would be over nine months without even touching it. Like it was just killing it, thousands of, thousands of leads come through this ad, right? Now, the point there is, was you need to have a creative process. That sort of goes back against everything I said, that's an anomaly, right? That's an anomaly. It doesn't work like that anymore. You can't replicate it. So who cares? No, it works. You're not going to be able to replicate it. Very true. Yeah. Correct. So, but the point I'm making there back to the fourth lens is that of the strategy, right? A campaign can work, but what's the, what's the point of the campaign? How's the campaign connected to building and growing and scaling your company, right? What are your KPIs you need to head each month, right? What are your targets? How many sales do you need? And don't just arbitrary throw out this number going, I'd be nice to have a hundred sales of my course doing this. It's like, yeah, but how does that actually fit into the overall strategy? What are we doing today that's going to have impact in six months? What are we building now? This is going to build brand value and reputation right now. This can have impact in six, 12, 18 months. Because it's not just about the right now, it's about the soon to be, right? Because that's how marketing works. That's how database building works. But literally we had no, it's going to say that you're speaking long term. I think it's a CEO of BMW who said this and he said, if I had shown you an ad for BMW expecting you to buy the car tomorrow, you would have never bought it. But if I've shown you that ad since you were three years old by the time you're ready to buy a car, you think BMW. So long. Of course. Yeah. Apple gives away computers to kids at school and they've got, you know, kid disc, you know, student discounts and because they want them, they want to get them as soon as they can. Like you look at how many kids right now, honestly, are on iPhones and iPods playing games. You think they're going to just jump on to a different device, like they are programmed, right? That's super smart. But the point there is the strategy lens, so the strategic person, the strategic thinker. The person that can see the dots that aren't there and that's what we do really, really well, right? Where we have even a further advantage is the fifth lens and this is really our point of difference as well. One of our points of differences. Yeah. A few, but yeah. Yeah. We do. And you sort of need them in this day and age. Is that the lens of the business builder, okay? So the business builder is the person that can sit there and go, this is how you grow and scale companies. What more outside of the marketing is required? What's going to happen in fulfillment? What's going to happen at the sales? What if you get 100 leads a day? How are you going to, how are you going to actually do that? How are you going to build your sales division? How are you going to do XYZ, right? So knowing how to build a company can then get passed down into the strategic person that can, can start building that map, right? And then the other lenses of the creative, the copyright of the technician all come together and build something amazing.