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Hey, this is Sharan Srivatha. Welcome back to the Business School podcast. And in this episode, I'm going to show you the biggest problem with marketing, especially marketing for services. And I call it the frequency cap. This one problem, if you can solve this in your life and in your business, it will allow you to do exponential marketing. Because you know that the more marketing you do, the more opportunities that you get. But how can you actually create exponential marketing? I explained the problem. I give you the exponential marketing method as a solution and I show you how to implement it all step by step while starting right now.
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One thing is for certain. Just because it's tried and true doesn't mean it's working right now. So the big question is this. Where can you learn what is working right now? The strategies, the tactics, the psychology, and.
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The exact how to.
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How to grow your business, how to blow up your personal brand and supercharge your personal growth. That is the question and this podcast will give you the answer. My name is Sharan Srivatha and welcome to Business School.
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A
If you're a real estate agent anywhere in North America, you will love this week's anti sponsor. This week's anti sponsor is real, the fastest growing publicly traded real estate brokerage in the world. I get to serve as the president of real, so I get to give you this Anti sponsor, meaning REAL doesn't know that I am doing this and they're not paying me to do this and I'm just doing this because I want to bring something positive to you. So if you are a real estate agent anywhere in North America and you would love a great platform that allows you to build a great business, grow an amazing brand and your net worth, and also have a business model that gives you a legacy of multiple income streams, then go to joinreal.com, go to joinreal.com and check it out. Maybe it's a good fit for you. Let's get to this week's episode and I want to talk to you about the exponential marketing method. I call this the, the. The single marketing shift that I figured out to give you unlimited results almost immediately. And so the I, as always, I've broken up this episode into three big pieces. Piece number one, I feel that there is the biggest problem that I see in marketing, number one. Number two, I want to give you the exponential solution to that problem. And number three, I want to give you the actual implementation of it. And all of these are going to go really quick because once you see the shift, you will never see marketing. The Same way ever again. But I want to tell you how all of this came about. All of this came about because I couldn't articulate the story. And I was recently, when I say recently, I was probably three, four years ago speaking with Jesse Itzler. Jesse Itzler. If you don't know who he is, he's the creator of Zico Coconut Water, founder of Marquee Jet, and he owns the Atlanta Hawks. And it just so happened that Jesse and I were speaking back to back at a big conference. So Jesse went, and then there was lunch, and then there was me. So I watched Jesse speak. And after lunch, during lunch, Jesse was talking to me. He says, sharon, do you. How old are your parents? And I told him how old my parents were. And he says, well, assume that they're going to live till 90 years old. You only have. And you see them once every year. You only have 23 more visits with them. And I was like, wait, that's crazy. And I didn't think about it because a lot of times we forget how much time we have with our loved ones. For example, my son Neil's 12. And assume he goes to college or whatever he wants to do by the time he's 18. Well, I have six more summers with him. And the idea of that has been resonating on my mind a lot. And I call it the frequency cap. The frequency cap is where you could only do that thing that gives you joy, that gives you results, that gives you profits, that gives you access, it gives you whatever at only a certain frequency. And now you're like, well, Sean, what does that even mean? So let me get into the problem. The problem is, I believe that we have this frequency cap, and I. And you can also call it the inbox problem. Here's the example. Let's assume you're you. You're going on door to door sales, and you're knocking on people's doors and you're selling them something. Well, could you knock on my door 25 times a day? No, you can't, because I would call the cops on you, but you're like, oh, I should probably, you know, I don't want to go too often. Maybe I'll go once a week to that street. Or maybe you use cold calling and outbound. Well, would you call me 25 times a day? No, you wouldn't. Because there's a frequency cap. You have an inbox problem related to that. You may call me once a day, maybe, maybe twice if you're pushing it. What about text messages? Would you text me 25 times a day as a marketing message? No, you wouldn't. Because there's a frequency cap, right? And so because that would make you be a psycho, would you email me 25 times a day in your marketing emails? Probably not, right? Because I know people who don't even want to email once a month. They think it's too many times because there's a frequency scam. Would you send me 25 pieces of mail a day? No, you wouldn't, right? But we all know that when we do those things, it works. There is a reason why knocking on doors works. There's a reason why cold calling works, or calling outbound leads works. There's a reason why sending text messages works. There's a reason why sending emails work. There's a reason why sending direct mail in mailboxes work. We know it works, but we're limited by the frequency of all of it, right? And that's the reason why us selling stuff takes so long. Imagine if it was totally okay for you to send 25 emails and you could do 25 different messages, and you could do it at scale, and people would buy stuff and they would never get mad at you. You know that that means it could. It could scale. That's our fundamental problem, the frequency cap. And I call this the inbox problem. We all have certain mental models for inboxes in our lives, meaning we only think. We think that we don't like people coming at our door. We're okay with people calling us, but not too often. We're okay with people texting us, but not too often. We're okay with people emailing us, but not too often. We okay with people sending us mail, but not too often. We're okay with certain norms that we've accepted. And as marketers, we have to think through those norms. And that's why we find ourselves in a constricting position. That's why some people are like, whoa, I don't want to send more than one text message a week. Some people are like, I don't want to send more than one email a week. Some people are like, I want to send four emails a week. But you wonder why some people who send daily emails works, and some people don't want to because there is this frequency count. And the issue is, we think we have to be politely persistent. And that's not the problem. The problem is not us. The problem is the social norms of the frequency cap that is associated with marketing. And we have to fix that. The question is, how do you fix that. Let me tell you. That brings me to number two, which is the exponential solution. So if you think about it, what is the problem? The problem is there's an inbox constraint, there's a mental model constraint around how much marketing we allow into our lives. And I call that the frequency cap. Different methods and modalities have different frequency caps. Just like email has a different frequency cap, direct mail has a different frequency cap, text message is a different frequency cap, Calling is a different frequency cap. Right now, how do you solve that? Well, I want to figure out what doesn't have a frequency cap, what platform, what channel gives you unlimited exposure, and that's what's cool. So let me walk you through a couple options. We know that social media actually gives us unlimited exposure. So if you posted one video on TikTok or two videos on TikTok a day or three or 10, no one's going to get mad at you. They're just going to be amazed that you're posting that many times. They're going to be amazed to see you in their feed so many times. They would not know whether it's the algorithm or they'll be like, wow, how many times is Sharon like putting out great content? In fact, my friend Jason Capital once told me, when TikTok first came out, I was like, hey, Shiron, you should start experimenting on TikTok. So I started posting one video a day on TikTok. One video a day is some random mental model in the world that I came up with. But Jason was posting 10 videos a day on TikTok. He was doing 10 times what I was doing. And I asked him why. He said, why not? He's like, I would do a hundred videos a day on TikTok if I could. I can't pump them out fast enough. That's when I realized this idea of unlimited exposure. Social media. One of the things that people don't realize, we think that social media is free, which it is. But to take advantage of the freeness of social media is not posting one time a day. Taking advantage of the freeness of social media is using it as a platform to think about unlimited exposure, which is there is no frequency cap. You can do as many pieces of content as you want. You can do as many pieces of creative as you want. You got to make it good, otherwise the algorithms don't like it. But you have the ability to push that many more marketing messages and branding message out to the world without them feeling like you are annoying. Past right. That is super cool. Now, is there another platform like that? Yes. If you want to do TV ads, nobody cares that they see your commercial every single time. In fact, they're like, wow, another commercial for Sharon stuff. They're going to be amazed that you're able to do that because there's no frequency cap. What about radio? Sure, if the radio, if you picked a radio station and told them you bought all the ad slots and they talk about you all the time, it would be totally okay because there is no frequency cap. You can keep talking about and pushing that thing, which is amazing for exposure. What about things like a billboard? Could you have every billboard in a, in a certain neighborhood if you're selling somebody something in a local market? Yes, you could have every single thing in a local market. And that's very, very powerful. Right. If. Could you have a guy in the corner flipping a sign like a, like when they direct you to a car wash? Yes, you could have that guy or gal flipping a sign directing you to the car wash 24, 7. In fact, you could have 26 guys on the side of the road. As long as you're not breaking any laws because there's no frequency cap in that marketing. We know that when you put a guy in a, in a, in a crazy outfit flipping a sign that says come here for a $10 car wash, we know that we get more people to come to the car wash. Why would you not put. Make that guy stay there all day and do 10 more guys like that? If you know that you're going to make the money, then it works. But there's no more frequency cap. Or if you're a real estate agent. This is a great example. If you're a real estate agent and you think about, you know, when you're doing an open house, you think about signs. Well, no one's going to get mad to you for. Well, maybe some. There's some local area rules, but you could put 10 signs out or you could put 200 signs out. Now, it's not good or bad that you put 10 or 200 signs out, but I like the breadcrumbs. If you have ability to put more signs out, you have the ability to do more marketing. You have the ability to get more mindshare because you're beating the constraint, you're beating the frequency cap. And that's what's super, super important. We have to think about a way where, which of our marketing is in channels that have inbox constraint and frequency caps and which of the channels that we don't because the the person who wins, the business who wins, the competitor who wins is the one that is taking advantage of the unlimited exposure channel. At least. So if you. If you. At least once. Because if you look at your marketing portfolio and you only have things like door knocking, cold calling, sending text messages, sending emails, or sending direct mail, you have a frequency gap. You can only do those so many times. But instead. And just posting on Facebook is not the answer. Like you said, you're doing the content in such a way that you're pushing so much marketing out there. That changes your. Changes the perception. That's where the frequency cap comes in. Now that you know the shift, let me give you the implementation. So what is the implementation of all this? Be really quick. The implementation of all of this is you want to, one, have a channel which has exponential exposure. Exponential exposure, right. So it gives you a brand, it gives you reach, it gives you impressions. So I'll walk you through this idea. So let's say, for example, I post on Instagram and I post two, three, four videos a day, and I'm posting on Instagram, and you say, well, Sharon, what does that do for me? Well, what it does is there's a vehicle for lead capture. There's a vehicle for people to actually get deeper with you. So the, the strategy around this is you do one exponential exposure method, and based on the exponential exposure method, number two, you capture that, capture them, and then you redirect them to whatever you want them to do. So I'll give you an example of what I do, and maybe I'll give you an example, give you a walkthrough of it. But the nice part here is I don't have anything to sell you. So you should actually do this. You should actually go walk through what I'm telling you to do, because there's nothing for you to buy, and I'm not selling you anything. And the idea here is I do a lot of videos on Instagram because I have no frequency cap. I can push as many videos, as many pieces of content on Instagram as possible. But when you look at my Instagram videos, it'll say, hey, if you're in the real estate business, comment the word gift and I will send you my. My gift, which is my top agent power pack. It has seven of the best trainings that I've done. I used to sell them before. I don't sell them anymore. And so I want to just give them to you because I have nothing to sell you, which is the truth. So a lot of people in My comments, any of my videos just go to. You can go to any of my videos on Instagram and type in the word gift in a comment and it'll automatically DM you the gift. So what did I do? I'm posting more videos and I'm then doing goodwill and I'm capturing goodwill and then giving the gift. And when you sign up for the gift, I send you an email with the gift. And then I send you more emails with more gifts throughout the week because I want you to have great success and I want you to build your business and I want to give you the best ideas because I create them every day and I want you to have them because I'm in a. In a position of my role and in my life where I could give more than I ask for, which is cool. So what did I do? I do exponential exposure from doing a lot of videos, being in a channel that allows for exponential exposure. Then I give you a gift, I capture your attention, and I redirect you to more things that you'd like. You could do the same exact thing. So let's say you're a, let's say you're a mortgage broker. You would do videos on mortgage, and then you would say, hey, DM me the word rate, and I'll give you the, the best rates possible right now to refi your home. What happens? So you can do all these videos and then you can capture attention. That's the idea. You go over and over and over again. But it doesn't work unless you utilize the exponential exposure method. All right. By the way, if you're a real estate agent anywhere in North America and you want to get my gift, it's totally free. I have nothing to sell you. In fact, you have nothing to buy. So go to topagentpowerpack.com or just DM me the word gift or comment the word gift in one of my posts and it'll automatically give send it to you. Cool. So let's recapture this really quick. Number one, what is your exponential exposure vehicle? Do you just have a frequency cap vehicle? Are you just doing door knocking, calling, texting, emailing, mailbox, direct mail?
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Because.
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Because all of those have a frequency cap. But you want something that has unlimited exposure. So what is your unlimited exposure vehicle? Number two, what is your capture and redirect method? People are watching your stuff. People are loving your stuff. People are enjoying your stuff. What is your capture and redirect method? Maybe it's on social, maybe it's on TV ads. Maybe it'd Be on radio, Maybe it's on a billboard, maybe it's a guy in the corner flipping a sign, or maybe it's the open house signs. What is your capture and redirect method? And the question is, what is that thing you. You think you can 10x it? So if just like Jason Capital told me, he's like, sean, you're on a exposure platform like Instagram that wants you to post more and you're posting one time a day. Why can't you post 10 times a day? Why can't you post 10 times a day and try? Because we know, no matter what, that if we post 10 times a day, we would get the data, we would get the exposure. We know. We know that would happen. What is something that you can do and 10x that exposure to give you unlimited exposure in that one platform. All right, that was the marketing shift I wanted to give you. I wanted to give you this idea that you could take this frequency cap idea and not let that be the crutch and be the force that's holding you back in your business. Could you utilize a exponential exposure platform, an unlimited exposure platform, and then supercharge everything that you're doing? That is the big idea, and I hope you got the shift out of it. By the way, if you like this, if you like the shift, if you think you're gonna do something with it, do me a favor. I know you're not gonna go like, and subscribe and all of that, like, that's too much work. But if you like this, could you just take a quick screenshot and tag me, take screenshot of this episode, post it and tag me saying, hey, that was interesting. That was good. That was a good shift. I get it. Because then it'll allow me to know that you like this kind of stuff related to marketing, and I can pull post more stuff related to this, create more content related to this to help you and help your business. All right? So do me a quick favor. Take a screenshot, tag me, and I will catch you on the next one.
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Hey, Charon, I have a cool gift for you since you like this podcast. I actually have an ultra super secret private podcast that I make just for my partner companies and the CEOs and influencers that I advise. It's called 10K Wisdom because I try to wrap $10,000 worth of value in every single episode in just under 10 minutes. That's why it's called 10K Wisdom. It's raw, it's real, it's got no intro or outro. Or anything like that. It's just straight to the point and to the insights. Since you like this podcast, I think you will like that. So for the first time, I'm making it available to you. Just go to 10kwisdom.com the number 10kwisdom.com and my team will activate it for you as my gift. Go to 10kwisdom.com I'll see you there.