(whoa… Rachel Mazza is a rock star!)

I have some pretty special for you today… 

In fact, it’s “Rachel Mazza” special. 

Us two Rachels teamed up to put together a lil’ somethin’ somethin’ for ya.

And I think you’re really going to like it.

But first…

Let me explain where my head is — and how this all came about.

You see, I just bought a new pair of running shoes.

(Wow… is that a lame segue or what?)

Bear with me.

Running Shoes and a Marketing Lesson

In today’s world of coronavirus craziness, this is a bit more impressive than it sounds.

I had to call into my local store to arrange for my new shoes to be left on the porch.

I’ll go down later today to try them on and probably slip my credit card under the door to pay.

But, it’s okay…

Because these new shoes are going to help me get back to the running routine I’ve been using to stay in shape.

There is no better feeling than finishing a long race!

And any runner knows, it’s consistent and gradual change that is going to help you go from full-fledged couch potato to marathon runner-extraordinaire.

In fact, the very first time I decided to run a long distance race illustrates this concept perfectly.

I wanted to run a half marathon…

But the idea of running 13.2 miles (all at once?!) scared the crap out of me.

I was completely and totally overwhelmed.

So I gathered up my courage… informed my husband… and typed out a neat training schedule to guide me through to race day.

(Honestly… admitting a big goal to an actual person is one of the hardest steps.)

Then, week-by-week, I increased my Saturday long run by a mile at a time.

On any given weekend, I only ever focused on what I needed to do in that moment.  I couldn’t think ahead to the full distance because it made me want to vomit… or at least quit immediately.

For instance…

On the week I ran 7 miles for the first time, I ONLY focused on 7 miles.

Then, the next week, I thought, “Okay, I already ran 7 miles, now I am only going one tiny mile farther.  I can definitely manage 8 miles this week!”

This series of small micro-commitments allowed me to gradually work my way up to the full race distance in time for my event.

Now, why did this training method word so well?

I took things one step at a time so that my mind and my body could adjust to the increase.  I could grow stronger and gain confidence slowly.

The same type of philosophy works well in business…

It helps when you are selling your products or services.

As a marketer, you can’t just jump from 0 to 60 all at once.

Instead, you need to slowly and gradually help your prospect learn about their problem and learn about your solution.

They go from being “cold” and unaware… to warm… to red hot buyers!

We can gradually warm them up by using the right marketing tools to move them along something called the “Buyer’s Awareness Scale.”

Now, one of the best ways to warm up your cold traffic is to use a pre-sale funnel with an advertorial.

It’s a handy device savvy marketers will use to help move their buyer one step closer towards an eventual purchase. 

And guess what?

Advertorials work REALLY well along with a lead magnet!

So, I was thinking about advertorials one day and decided to reach out to the queen herself.

Rachel Mazza has made it her business to learn about the topic of advertorials and pre-sale funnels inside and out.

She’s been featured on several podcasts and even has her own show called the Business of Writing podcast.

Rachel not only has an snazzy name…

But she’s also worked with some of the top names in direct response to help them perfect their sales funnels and craft the right messages to connect with buyers in a variety of markets.

And if that’s not awesome enough, Rachel is also a really incredible person.  She’s generous with her time and talented at teaching new marketers how to apply these principles in their own business.

That’s why I was so thrilled when Rachel agreed to chat with me last week.

We talked about how advertorials and lead magnets can work hand in hand to warm up cold traffic and help turn complete strangers into raving fans.

You can check out our 20 minute conversation above.

During this talk, we discuss:

  • How the wrong language can actually “turn off” your ideal prospects… definitely don’t make these mistakes!
  • How the “Buyer’s Awareness Scale” can help you find the type of language to use with your prospect so your message resonates with them…
  • How an advertorial and a lead magnet can be used together in your Pre-Sale Funnel to prime your prospect for your eventual sales page…
  • The surprising reason why many copywriters have trouble writing an effective advertorial and lead magnet – your mindset matters a lot!
  • And, how to turn your prospect from a “kicked puppy” into a raving fan who wants to learn more about your product or service.

So, as I mentioned at the top of this little note, this is pretty special.

I want to send out a HUGE thank you to Rachel Mazza for taking the time to chat.

And I hope YOU find huge value in listening to our conversation.

After you watch this video, let me know what you thought.

What were your biggest takeaways?  Any nagging questions we didn’t answer?

Let me know,

Happy marketing,

Rachael

PS. Seriously… watch the video above.  It’s my exclusive interview with advertorial expert Rachel Mazza!!