Before you attempt any innovative marketing strategies, you’ll need to develop your big domino statement.

The “big domino” is the biggest obstacle stopping your potential customers from making a purchase. If you can figure out this obstacle and get those potential customers past it, you’ll knock down all other objections to buying.

So, a domino statement is a statement that will help you determine the best way to market your product or service to get potential customers over that obstacle. Here’s an outline from Russell Brunson’s book “Expert Secrets” for your domino statement:

“If I can make people believe that my (opportunity/category) is/are the key to (the result they desire the most) and is/are only attainable through (my specific vehicle/framework), then all other objections/concerns become irrelevant.”

That’s a lot to digest! To simplify it, we’ll break it down.

Let’s say you started a children’s toy company. You’ve designed your toys to develop infants’ and young children’s coordination, motor skills, and brain development. Your toys are unique from other toys on the market in how they foster these skills.

Let’s develop a big domino statement for your business: “If I can make people believe that my toys are the key to helping their children develop proper motor skills and brain development, and that’s only attainable through my toys, then all other objections and concerns become irrelevant. They, therefore, may be interested in my product.”

Two things you should know about your statement:

1. You’re not supposed to share or market your statement. It’s just a statement to help you craft your marketing strategies.
2. Your statement supports that other products or services on the market may be inferior. How overtly you choose to share this is up to you, but understanding that is an integral part of your competition marketing strategy.

Before creating your marketing campaigns, one more thing to understand is that your presentation isn’t about getting your audience to believe many things. You’re not trying to convince your audience that your children’s toys are beautiful and will look great in any space or that their materials are easier to clean than other toys. Instead, simply focus on the aspects of your products related to brain development and motor skills. Keep your marketing strategy laser-focused on one aspect because when you try to get them to believe in more than one thing, conversions may drop.

Now that you’ve got the basis for your digital marketing strategy, it’s time to start fleshing out the ads and sales funnels you’ll create.

As a business owner, your ultimate goal is to create a mass movement for your product or service. One of the best ways to do this is by helping your audience identify with you. And this means helping them identify with you as a person—not you as a business.

The primary reason for doing this is that we’re inundated with ads and corporations everywhere we turn. The general public no longer identifies with businesses; they identify with other people like themselves.

You’ll want to use this concept to your advantage when crafting your hook for your sales funnel. A hook is what draws people in and makes them stop scrolling through their feeds to read or watch what you’ve got to say.

To attempt stopping your audience from scrolling past your funnel, you’ll hook them by telling your story. Why are you passionate about your products or services? What was the inspiration behind producing them? What problem did your products solve in your life, and how will they solve similar issues in the lives of your consumers?

Remember, when creating your hook—tell your story in relatable terms. Help your audience see how you’ve experienced (and solved) the same problem they’re dealing with.

Here’s a quick tip to help you refine your hook, story, and pretty much every piece of copy in your online marketing campaigns: eliminate technobabble from everything you write.

We often get so excited about our product that we start explaining it in “technobabble”—in jargon and terms that the average person isn’t going to understand. Technobabble is ineffective because your audience can’t get excited about something if you’re using a bunch of terms that they can’t relate to. Again, you want to keep everything relatable.

A great technique to avoid technobabble is to use “kinda like” bridges. When you find yourself describing anything about your product or service and using terms the typical person wouldn’t understand or care about, use a “kinda like” bridge.

When you’re describing the details of how your children’s toys aid in fine and gross motor development, stop yourself before using all the technical terms. Instead, try saying, “Our toys act kinda like construction trucks to pave the new pathways for your baby’s brain.”

Suddenly, your audience won’t be losing interest. They’ll be thinking, “Oh, that makes sense! Tell me more!” And before you know it, they’ll be convinced of the principle you developed with your big domino statement—that your toys are the only way for your baby to easily and quickly develop those brain pathways and motor skills.

Share your passion, but keep it simple and understandable.

Now that you’ve crafted your hook and story in an exciting but relatable way, you’ll need to give your audience an offer they can’t refuse. You’ll do this by creating an irresistible lead magnet.

This funnel marketing strategy aims to draw your audience into your sales funnel and generate leads, usually by getting their email addresses, for you to draw on later. You should know that lead magnets often lose money at this stage because you’re offering something for free or a much lower price, but the goal is to offset that as the customer ascends through your funnel.

Your lead magnet should be irresistible in three ways:

1. It should be highly valuable to your audience.
2. It should solve a problem they’re experiencing.
3. It should be offered with a sense of urgency.

You can choose to offer something from your selection of products or services, or you can provide something like a free webinar or guide showcasing your expertise. For example, if you don’t want to offer one of your children’s toys, you could create a guide on activities to do with your baby to promote healthy coordination and healthy brain development.

Whatever you offer, make sure it’s valuable to your audience. Your lead magnet won’t work if people don’t find your offer worth the price of giving their email address.

Similarly, your lead magnet should include a sense of urgency to encourage people to take the bait. You can do this by making your offer temporary (the offer ends at midnight!) or only offering a limited amount (we’re only offering 500 of these free guides—once they’re gone, they’re gone!) Just make sure that the urgency is factually true.

However you choose to construct your lead magnet, remember that the idea is to generate leads you can connect with further through email marketing.

Using a marketing automation strategy is brilliant because so much of the work is done for you so that you can shift your focus to other areas of your business and its marketing. It’s also a smart move because it allows you to connect with your audience in customized ways, helping them feel like they personally matter to you—they’re more than just a faceless customer.

When looking at marketing software programs, you should find one that integrates email marketing and will send your subscribers specific emails triggered by certain actions they take. This is what we mean by email marketing automation. ClickFunnels offers various upgrades that include or support email automation software integrations.

For example, you can send an email advertising a sale on Monday. On Tuesday, your software can send a reminder about the sale and maybe include a discount code. On Wednesday, the automation feature really kicks in—if someone didn’t open Monday’s email, it would send them one customized email, but if they did open Monday’s email, it would send them something different.

Once you’ve set up your ads, sales funnels, and marketing automation follow-ups, you’ll need to know where to aim your funnels.

When you put out your ads, you’ll hit cold, hot, and warm traffic.

Cold traffic consists of people who don’t know your brand and may or may not be interested in what you have to offer. While you don’t want to avoid marketing to cold prospects, they’re generally slower to convert or lower value.

Warm traffic is the group of people who haven’t heard of your brand but may be interested in your products or services. Your ultimate goal is to find warm traffic and convert it into hot traffic.

Hot traffic consists of the people who have purchased from you before or directly sought out your business or products from a search engine. These prospects are great to market to, and giving them a great experience every time they interact with your brand is essential.

Visualize Your Dream Customer

To find your warm market, you’ll need to visualize your dream customer. Your dream customer is the kind of person you’d want to interact with, who loves your products and everything you put out.

Think of your dream customer: what problems are they dealing with? Where do they hang out online?

The dream customer of your children’s toy business might hang out in Facebook groups, forums, and community websites. This is where you’ll target your ads and sales funnels. This is how you’ll market to warm prospects and turn them into hot traffic.

When you put these sales funnels out to your dream customers, you’ll need to be good at creating hooks, stories, and offers in order to convert warm prospects. That leads us to our next business growth strategy.

Now that you’ve figured out how to build out your online marketing campaigns and where to direct your marketing, it’s time to build out the final page of your sales funnel. This page shows up once your customer has purchased an item.

Most businesses will have a simple page saying, “Thank you for your order!” and leave it at that. You won’t do that because those companies miss a huge upsell opportunity.

Instead, your page should grab the customer’s attention: “Wait! Your order’s not finished yet!” And then, you’ll offer a way for them to customize or add to their order. You’ll show them something that pairs well with what they ordered or a discounted add-on product.

This creative marketing strategy is so simple that it seems almost impossible for it to make any difference, but seriously, try it. You’ll see your conversions increase dramatically.

Entrepreneurs are excellent at sharing their passion for their business but might need to improve some aspects of marketing, like copywriting, building sales funnels, or managing social media.

If this sounds like you, and you’d like to improve an area of your business, it’s time to have what Russell Brunson calls a binge day. You’ll spend an entire day focusing on one aspect of your business that needs help and learning everything you can on how to improve.

You can start by finding a person or business coach that handles this aspect really well. See if you can get on a call with them to pick their brain. If that’s not possible, learn everything you can from what they’ve already put out there. Then, repeat this process with someone else.

You’ll also want to read books on business and marketing strategies, study blogs, and do everything you can to learn how to better your business. Your binge day should only last a day, not weeks or months, but you should spend every minute soaking up as much information as possible. Just one binge day a month may help tremendously diversify and strengthen marketing skills.

Even the most dedicated entrepreneurs have their lazy days. These are the days when things like procrastination, lack of motivation, and self-doubt take over. Russell Brunson calls this resistance. Occasional lazy days are fine as long as you don’t let the resistance mindset take over completely.

A way of letting resistance take over your mindset is ending up in what’s called your “shadow calling”: you choose a career that’s close to what you really want to do, but it’s the safe route with zero risk. For example, you might want to be an entrepreneur, but you let resistance rule your choices, and instead, you end up working for an entrepreneur.

To understand how to beat resistance, you need to know that our brains are programmed to do four things:

1. Avoid pain
2. Seek pleasure
3. Conserve energy
4. Prove you’re right

So, to beat resistance, you need to fight against those four things. Here’s how to fight against:

• Avoiding Pain–get out of your comfort zone.
• Seeking Pleasure–delay gratification and put in the work first.
• Conserving Energy–put in massive action; go above and beyond to get the work done.
• Proving You’re Right–Question everything.

If you can work past your brain’s natural programming, you’ll beat resistance and achieve your goals.

Russell Brunson found that only 2% of people are able to beat resistance consistently—maybe this is why so few businesses succeed in the long run. If you want to pursue a mindset for success, you’ll need to put in the work to beat resistance every day.