Who is Todd Brown?
Today, we’re jumping headfirst into the mind of Todd Brown, but who is this guy?
Todd Brown is the marketer’s marketer.
He’s widely considered the authority on direct response and customer acquisition campaigns.
And when you take a second to look at his experience and his students’ results, it’s easy to see why.
Todd has a rich history in engineering some of the best marketing campaigns around.
He’s worked in 65 different markets in 33 countries, and is said to have built “more six and seven-figure marketing campaigns than any other expert online today.”
This includes helping Todd Herman make $2.4 million in sales and John Hutchison get $100,280.40.
The guy gets results, simple as that 🙂
And Todd practices what he preaches, building up an impressive suite of products and businesses of his own.
Todd’s Product Suite
E5 C.A.M.P / Masterclass
This is Todd’s life work in direct response, and he sells an 8-module workshop that costs $2,487 (more on this later).
Top 1 Masterclass
This an exclusive group of 40-50 top-tier entrepreneurs who meet about coaching, consulting, and guidance in person with Todd a few times a year.
Acquire & Monetize Academy
Todd releases all of his newest thinking and strategies through a course membership service / academy. This is the newest addition to his services.
Todd also runs a successful agency, but they aren’t accepting any more clients for the time being.
Todd’s focus lately has been promoting and generating leads for his E5 camp product, which he promotes through both a multi-day webinar and evergreen webinar.
To give a bit more social proof / context to these webinars, let’s take a look at his most recent webinar test’s numbers:
- $296,508 in sales.
- $2.38 per click revenue
- 1,572 leads
- Average cart value of $1,335.62
Keep this scale in mind as we dig into the strategies he swears by.
Listen to the Podcast
What you’re about to learn will shape the rest of your career…
Now, I’m going to level with you.
This article is going to be a bit different than our usual funnel breakdowns.
We’ll be covering a bit on his webinar funnel, but we’re mostly going to focus on Todd’s overarching marketing strategies and how he uses them across his businesses.
Like most of us who work in and study marketing, we all soak up information from different sources and bring our own experience into the profession.
You could argue Todd has cracked the marketing code, and I love understanding how other successful marketers got to where they are today.
I think it’s useful to compare each other’s strengths and try to get to the bottom of what makes us different.
And believe me… If you take this blog to heart, you’ll immediately start making smarter, faster, and more profitable business decisions.
Here’s what you’ll learn in this article:
- The importance of marketing history
- The difference between tactics & strategy
- Using urgency to spur action with scarcity, time devices, and more
- The amazing bond of reciprocity
- The power of a unique mechanism
- How to organize your ad efforts according to the Rule of 7.
Concept #1: Human psychology NEVER changes
For Todd, it all began with the marketing greats.
Understanding what worked in the 20th century is your first step to discovering the underlying truths in marketing. Just because we’ve shifted to digital doesn’t mean the strategies have changed.
Studying 20th-century marketers like these three means drawing from a more substantial body of experiments and research.
Marketing has changed dramatically in the last 30 years, but human psychology has not. This intersection of psychology and marketing technology is where Todd Brown (and any marketer worth their salt) operates.
With this in mind, we’re going to take a step back and look at these underlying truths of human behavior and how they apply to marketing.
Many of the following truths were pulled from the greats listed above, and they’re evident throughout Todd’s webinar funnel.
It’s time to think big 🙂
If you want to see examples of Todd Brown’s most effective sales emails, download your PDF below.
Concept #2 – Don’t confuse tactics with strategy
Tactics are strategy in action.
In other words, all tactics are driven by strategy.
But… tactics don’t always transfer between strategies 🙂
As you engineer your marketing machine, you need to avoid discarding a proven strategy because a particular tactic failed.
Check out Todd’s example on this:
“If you’re running a new business and notice that someone larger in your space is using a Facebook comments widget, and you decide to steal that tactic without having adequate social proof, it will hinder you instead.”
Todd chose to include a Facebook social proof widget because he has the engagement to back it up. If he didn’t have any engagement, it would hinder his efforts. This doesn’t mean someone without engagement should write off social proof as an inefficient strategy, it means that the Facebook widget tactic isn’t a good fit for this marketing situation.
And it’s not just about strength and size of audience, tactics go in and out of fashion.
Tactics that worked 6 months ago won’t always work today.
Here’s Todd’s example for this scenario:
“Years ago, doodle videos were super useful. They were great for grabbing attention and functioned as a pattern interrupt. Users weren’t expecting them and were intrigued.
But nowadays they are so popular, especially in the fitness industries and sites like Clickbank, that they can’t interrupt in the same way anymore. And that doesn’t mean the strategy of a pattern interrupt is wrong, it just means the tactic or vehicle for executing that strategy is now outdated.”
See how that works?
Tactics are how you execute strategies, and launching tactics without defined strategies will almost certainly fail.
And strategies have longevity, but tactics come and go.
Now, let’s talk specifics.
Concept #3 – Use urgency and scarcity to your advantage
Urgency and scarcity are not the same thing, either.
Urgency is related to time sensitivity.
So think “the cart closes at 11:35 PM tonight!” etc.
Scarcity is related to finite resources.
But… scarcity often promotes urgency too 🙂
And it’s all around us, for better or worse.
Limited time only!
Act fast! Only a few tickets left!
Time is running out! Don’t wait!
From now until we arbitrarily end this sale.
Scarcity is a strategy that can be overdone — it is overdone, all the time.
Fake scarcity is also a contentious issue, dividing the ClickFunnels diehards from the inbound savants and stirring up opinions in every shade of marketing green in between.
Which, I get 🙂
Fake scarcity kinda sucks.
It feels unethical because it’s sort of predatory, right?
It’s an exploitation of fundamental human psychology. Humans hate missing out, and many marketers have no issue alluding to X amount of spots being left or explaining that being close to full capacity justifies price hikes when it’s actually bullshit.
But! If it’s true that you only have so much space or are using time windows as a motivator, then that’s okay!
So to be clear, our team at Wild Audience doesn’t mean fake scarcity when we’re talking about scarcity, and nor does Todd Brown.
Fake scarcity undermines trust. It undermines reciprocity, which may be useful for short-term number spikes but affects your customer relationships, business reputation, and customer lifetime value (CLV).
And scarcity… Real scarcity, now that has a lot of amazing uses 🙂
Here’s how Todd Brown uses scarcity and urgency in his own funnels:
In his E5 Masterclass funnel, Todd has an offer that explains that the cart deadline is Sunday AND the first 50 people get a free call and live strategy session with Todd.
That’s a great example of urgency + scarcity + a great offer = action.
This doesn’t have to be tied to inventory, either. Check out how Todd promotes urgency with a time-bound offer when you try to leave his evergreen webinar:
Or his discounts in his email funnel that reward quick action:
Ideally, you want to strike a balance of both. You need to give people a reason to buy right then. It needs to prevent them from leaving right then and come back tomorrow.
And part of what plays into that decision to buy is determined by what has happened in the past… which ties into a lesson we’ll cover later on, reciprocity.
But first… let’s talk about unique mechanisms.
Concept #4 – The Power of Unique Mechanisms
Todd Brown loves unique mechanisms.
The most important thing you need to understand is that your business’s product is not its unique mechanism.
A unique mechanism is the unique way that your particular product or service delivers its benefit to prospects.
So if you have software that delivers top Google rankings, the benefit or solution is the ranking, the mechanism is the algorithm.
It’s a subtle difference but one that carries wide implications in copy and strategy.
Make sense? Cool.
Every campaign Todd creates begins with identifying its unique mechanism. Without that, you’re marketing commodities. No one buys commodities because they can get that information somewhere else.
For example, if someone just teaches you the first 5 things that benefit you from Facebook advertising, you can get that anywhere.
Instead, Todd would take those benefits and build them into a unique process. His entire message would then by explaining why his unique program for delivering those Facebook ad benefits is the best way to succeed.
This is what Todd did with E5. He isn’t demonstrating the effectiveness of direct response and customer acquisition funnels, he’s explaining why the E5 method is the best way to build them.
His E5 Masterclass is the product, but his unique mechanism is the E5 Camp (Customer Acquisition Marketing Protocol) process.
The Masterclass is simply the vehicle for delivering the C.A.M.P. protocol 🙂
It’s all about marketing your unique mechanism, and what you need to understand is that selling and marketing are not the same thing.
Marketing is telling the prospect why your mechanism is unique. Selling is talking about your product.
Peter Drucker, the famed management consultant, said the job of marketing is to make selling superfluous.
The key is to make a marketing campaign that takes someone’s desire for a result and turn it into demand for a product before even introducing the product.
At the core of that is the unique mechanism.
And the only place someone can get that unique mechanism is your product 🙂
Concept #5 – Reciprocity
the practice of exchanging things with others for mutual benefit, especially privileges granted by one country or organization to another.
As mentioned, marketing and psychology are closely linked. When you boil it down, marketing is just wielding human nature to a brand’s benefit.
The better you are at understanding what makes humans human, the better you’re able to sell your products.
Reciprocity is a fundamental law of social psychology. It’s a social norm to respond to positive action with another positive action, and we’re all familiar with this behavior.
When we were young we let the kid who gave us a seat at lunch cut in front of us in line. When we hold the door open for someone, that same person may hold the next one for us. When our boss gives us more time to recover from the loss of a loved one, we reward them with a stronger work ethic.
But the power of reciprocity extends well beyond simple social interactions.
When used it can spur action exponentially. When we are given something we recognize as valuable for free or little cost, we become socially indebted to that person.
The power of reciprocity comes from the desire that accompanies it. When real reciprocity is reached in a social dynamic, the receiving individual has a legitimate and genuine desire to give back.
But how do you foster genuine reciprocity in online business?
By offering authentic, transparent, and excellent educational content & products.
If you make and achieve those three core tenets, you will succeed.
The most common way is through blogging, video, and email content.
When we approach reciprocity from a marketing perspective, it becomes our job as business owners to give enough value, whether that’s through educational materials, the promise to deliver a solution, the solution itself, or any other offer, to build enough trust to merit a purchase when present the buyer with an “ask”.
Some of you may recognize the “ask” method from our friend Ryan Levesque. He’s built much of his business by capitalizing on reciprocity.
This is exactly what is happening during Todd’s video funnel.
Todd Brown uses reciprocity in every bit of his funnel, but he puts the most emphasis on the beginning when approaching new audiences.
For example, Todd Brown runs a cold traffic, evergreen webinar funnel.
In the webinar, he makes sure to cover a few important bases:
1. He addresses the problem and why the prospect needs to act
2. He explains the unique mechanism and why it will solve their problem
3. He positions his product as the best delivery method for the unique mechanism
Todd delivers so much expertise and help in that first video (or first three when using a multi-video webinar) that new prospects are completely sold on the unique mechanism and are grateful for the product being delivered.
When executed alongside these other strategies, reciprocity functions like the red strike of a match — once a prospect recognizes the value you’re delivering, they appreciate it enough to take that first step, sparking the journey down your marketing and sales funnels.
So how can you capitalize on reciprocity?
It’s simple 🙂
Make better content. Make more content.
Anything you send to your base needs to be excellent.
In effect, what you’re sending should feel like your product. By opening a channel of consistent communication (or value), customers are getting a bit of what it would be like to work with you. They learn your style, what your company is like, how you think.
By anchoring this trust to smart products that tie directly into those thought processes, you can begin to build a base of engaged and paying clients.
For more on tying your products to your marketing funnels, go here.
Concept #6 – The Rule of 7
The Rule of 7:
A prospective buyer should hear or receive the marketing message seven times before they decide to buy.
The Rule of 7 is one of the oldest principles in marketing, spearheaded by the early Hollywood marketing legends in early 20th-century America.
They would organize their efforts around this frequency target.
We can define frequency as such:
The number of times a prospect has been exposed to your brand regardless of medium.
Social media, banner ads, phone calls, eBooks, webinars, — you name it.
The Rule of Seven is exactly what you’d expect. The marketers of old estimated that a consumer needs to see a brand an average of 7 times before they make a purchasing decision.
It seems a bit high at first, but when you breakout how easily (and quickly) these can be accomplished across mediums it makes a bit more sense:
Here are a few example of Todd’s customer touchpoints:
1. Sees a Facebook Ad once
Notice how Todd is already displaying his unique mechanism in his ads 🙂
2. Sees a second Facebook Ad
3. Hears a podcast advertisement
4. Sees an Adwords Ad
5. Goes to your site and signs up for an email list
6. Reads an email
7. Sees a retargeting ad
That could happen in a matter of days, even hours with a proper funnel.
It’s worth noting that the Rule of Seven does not apply to individual ads and is and should be treated with careful respect to ad fatigue.
Ad fatigue is when the same prospect is exposed to the same ad too many times and either becomes apathetic when your brand is viewed, or worse, so frustrated that they act out in some way.
So how accurate is the Rule of 7?
Well, that margin is impossible to know, but it’s been reliable for decades. That answer varies based on what you qualify as a touch as well, and not all touches are created equal.
In other words, the quality of your marketing message has a direct impact on the necessary frequency a user needs to make a decision.
No surprises here 🙂
Todd puts a healthy bit of stock and skepticism in the Rule of 7, but still relies on it as a guideline for his advertising and overall strategy.
Download this PDF that dissects a bunch of Todd’s emails and shows you exactly how to employ these strategies in your own evergreen funnel.
So where do you go from here? How do you use these in your own business?
Write them down. Print them out. Internalize them.
You only benefit by referring back to them when creating and upgrading your marketing message(s).
To recap, we covered:
- The importance of learning from the marketing greats.
- The difference between tactics and strategy.
- The importance of urgency and scarcity.
- The power of reciprocity.
- What a unique mechanism is.
- The Rule of 7.
I can’t stress how important these lessons are for establishing your marketing understanding.
At Wild Audience, we’re still finding new ways and uses for these lessons, and part of what makes building funnels so exciting is the chance to discover those latest tactics while using strategies we know we can rely on.
Ready to unlock the power of these lessons in your own funnel?
And good luck 🙂