Eben Pagan reveals the right marketing approach for your business through three foundational mindsets and four proven strategies. He emphasizes that marketing is about getting customers to take action, not just remember you, and shows how selling one-on-one is the best research you can do.
Right Marketing Business
How to Create the Right Marketing for Your Business -- A systematic approach to developing marketing that gets customers to take action through proper mindset, strategy, and tactics
Full Marketing Alignment as a Secret Weapon
Align every part of your marketing - this is a secret weapon most businesses don't use
▶ 13:27
Good Marketing Is Built on Good Selling — Start One-on-One
Good marketing is based on good selling - start by working with customers one-on-one
▶ 0:31
Position Your Product as the Original Leader in Your Niche
Position your product and company as the original and the leader in your niche
▶ 2:30
Selling Is the Best-Paid Research for Your Business
Selling is the best-paid research you can do for your business
▶ 1:26
Stair-Step Your Marketing Instead of Asking for the Sale Immediately
Stair-step your marketing process instead of asking for the sale immediately
▶ 7:49
How to Create the Right Marketing for Your Business -- A systematic approach to developing marketing that gets customers to take action through proper mindset, strategy, and tactics
Move the Free Line — Technology Makes Radical Generosity Possible
Move the free line - give away more value than ever before because technology makes it possible
Full Marketing Alignment as a Secret Weapon
Align every part of your marketing - this is a secret weapon most businesses don't use
Marketing Gets Customers to Act — Not Just Remember You
Marketing is about getting customers to take action, not getting them to remember you
Write at a Grade School Reading Level
Use plain specific language that a high school or grade school student can understand
Good Marketing Is Built on Good Selling — Start One-on-One
Good marketing is based on good selling - start by working with customers one-on-one
Position Your Product as the Original Leader in Your Niche
Position your product and company as the original and the leader in your niche
Give Prospects Everything Required to Make a Confident Decision
Give your prospective customer everything they need to know to make a decision
Selling Is the Best-Paid Research for Your Business
Selling is the best-paid research you can do for your business
Tell Customers Exactly What to Do With Step-by-Step Instructions
Tell your customer exactly what they need to do in order to buy now with specific step-by-step instructions
Use Power Words Your Prospects Use to Describe Their Problems
Use power words and phrases that your prospects use to describe their problems and desires
Stair-Step Your Marketing Instead of Asking for the Sale Immediately
Stair-step your marketing process instead of asking for the sale immediately
Remove Risk With Clear Money-Back Guarantees in Plain Language
Take away the risk with clear money-back guarantees in plain language
Create a Unique Niche and You're Automatically the Original
Position your product and company as the original and leader by finding a unique niche you can fill. You don't need to be established for decades - creating something unique makes you the original by definition.
Offer Plain-Language Money-Back Guarantees Instead of Jargon
Offer clear money-back guarantees in plain language. Instead of '100% money back guarantee,' say 'if you don't like it, just send it back and I will give you all your money back.'
Marketing Priority — Get Customers to Act Not Just Remember You
Marketing should focus on getting customers to take action, not just remember you. The priority is communicating so customers say 'I need this, I'm buying it right now.'
Stair-Step Marketing — Offer Free Reports Before Your Paid Offer
Start with low-risk ways for prospects to engage before asking for the sale. Offer free reports, consultations, or trainings first, then follow up with your paid offer.
Selling One-on-One Is the Best Paid Research You Can Do
Selling one-on-one is the best paid research you can do. It forces you to learn customers' challenges and objections while performing at a higher level to close deals.
Use Plain Language and Your Prospects' Own Words in Marketing
Use plain specific language that a high school student can understand, and include the exact power words your prospects use to describe their problems and desires.
Give Away Your Best Ideas — Move the Free Line
Move the free line and give away your best ideas. Technology now makes it possible to give away valuable content that used to cost thousands to distribute.
Tell Customers Exactly How to Buy — Never Assume They Know
Tell customers exactly what to do with specific step-by-step instructions. Don't assume they know how to buy - spell out every action they need to take.
Move the Free Line — Give Away Your Best Ideas
Move the free line. Give away your best ideas. Give away your best stuff. Show people how it works. If you don't do it, someone else will.
Never Assume the Customer Knows How to Buy
When we assume that the customer can figure out how to buy, we don't want to do that at all.
Marketing Gets Action Not Remembrance
Marketing is about getting customers to take action, not remember you.
Selling Is the Best Paid Research You Can Do
Selling is the best paid research that you can do.
What Is the Right Marketing Mindset for Growing a Business
What is the right marketing mindset for growing my business?
How Specific to Be When Telling Customers How to Buy
How specific should I be when telling customers how to buy?
How Much Free Content to Give Away in Your Marketing
How much free content should I give away in my marketing?
Why Selling One-on-One Is Critical for Business Growth
Why is selling one-on-one important for business growth?
What Does It Mean to Stair-Step Your Marketing Process
What does it mean to stair-step your marketing process?
What Language to Use in Your Marketing Messages
What language should I use in my marketing messages?
How to Remove Risk for Customers in Your Marketing
How do I remove risk for customers in my marketing?
How to Position Your Business as a Market Leader
How do I position my business as a market leader?
Concepts
Questions
Canonical Teachings
Pagan establishes that marketing is fundamentally about action, not awareness. He reveals that good marketing stems from one-on-one selling experience, and that selling itself is the most valuable research any business owner can conduct.
The core strategies focus on positioning as the original leader in your niche, stair-stepping prospects through low-risk entry points, providing complete information for decision-making, and leveraging technology to give away premium value for free.
Pagan shares specific tactics including using prospects' emotional power words, writing in plain language anyone can understand, removing purchase risk through clear guarantees, and providing step-by-step buying instructions.
The episode concludes with Pagan's advanced concept of aligning every part of your marketing system, which he identifies as a critical but rarely taught strategy that most businesses fail to implement.
Claim: “Marketing is about getting customers to remember your brand”
Reframe: Marketing is about getting customers to take action, not remember you
Claim: “Selling is something to avoid in business”
Reframe: Selling is the best way to learn what you need to know to grow your business
Claim: “You need to be an established company to be seen as a leader”
Reframe: You can position as the original and leader by creating something unique in a niche
Claim: “You should ask for the sale directly in your marketing”
Reframe: Stair-step your marketing process with low-risk entry points first
Eben Interviews Jorge Cruise
Discover how Jorge Cruise used one simple survey technique to identify a million-dollar book idea that outsells major competitors.
Thinking Terms Niches
Discover why narrowing your focus to just 20% of your market can actually help you dominate your entire industry.
Moving The Free Line
Discover the counterintuitive marketing strategy that helped Eben Pagan generate millions by giving away his best ideas for free.
Coaching Strategies
