Mastering Modern Marketing with Todd Brown’s E5 Method

Learn about mastering modern marketing with Todd Brown’s E5 Method in this episode of the LMScast podcast hosted by Chris Badgett from LifterLMS. Todd shares marketing insights he’s gained throughout his years working in marketing for businesses, both brick and mortar and online. A marketing campaign’s big idea is the message that underlies all elements of a campaign to resonate with the audience you’re going after. It is something that resonates with your audience and is the source or reference for the methods and messaging of your marketing campaign. Behind every marketing campaign, every marketing promotion, every video, every long-form sales letter, every promotion for a course, every service, and behind every marketing message is an idea. The copy, the words, the phrases, the message, and the headline of those marketing messages are just expressing the idea. But behind every message is the big idea. What ultimately determines the success of a marketing campaign is rooted in the people in your audience resonating with your idea or message emotionally. There are a lot of marketing messages out there – a lot of videos, a lot of long-form sales letters – that are filled with hyperbolic, exaggerated, or over the moon copy. And that copy just screams of hype and hyperbole and exaggeration. One of the reasons why most marketing campaigns fail is because the majority of entrepreneurs and marketers are starting with an average, ordinary, run-of-the-mill idea, theme, and hook. And in order to make their programs sound good, they have to use extraordinary words. When you start with a powerful idea that your marketplace has not heard before, you don’t have to use hyperbolic language or exaggerated claims. You can let the idea shine through. Good marketing campaigns don’t usually need great copy to be successful because they’re based on a good idea. If you’d like to learn more about Todd Brown, be sure to check out the E5 Method at E5Bundle.com. His best stuff is in there. The E5 bundle has a bunch of stuff that you can go through that will give you a really solid understanding of what Todd and Chris talked about in this episode, but is much more in depth in his book. And at LifterLMS.com you can learn more about new developments and how you can use LifterLMS to build online courses and membership sites. If you like this episode of LMScast, you can browse more episodes here. Subscribe to our newsletter for updates, developments, and future episodes of LMScast. Thank you for joining us! Episode Transcript Chris Badgett: You’ve come to the right place if you’re looking to create, launch, and scale a high-value online training program. I’m your guide, Chris Badgett. I’m the co-founder of LifterLMS, the most powerful learning management system for WordPress. Stay to the end. I’ve got something special for you. Enjoy the show. Hello, and welcome back to another episode of LMScast. I’m joined by a special guest. His name is Todd Brown. We’re going to get into some marketing stuff today, and I’ve got to say I’m super excited because I love getting under the sheets of marketing, going into the more detailed psychology and triggers and stuff that are under there where the magic happens. I know Todd’s super into that. He’s a super authentic dude. He’s into strength training, as well as being an awesome marketer. He’s a community builder. He’s well-respected in this industry. Welcome to the show, Todd. Todd Brown: Thank you, man. Super excited to be here and excited to nerd out with you, man. Chris Badgett: Yeah. Well, let’s nerd. In marketing, there’s something called the big idea. So if somebody is newish to marketing, what is the big idea? Todd Brown: Yeah. So let’s take a step back for one second. And so, the first time I heard the big idea or about the big idea and the importance of the big idea was from a gentleman named Mark Ford. Many folks may know of Mark under his pen name, which is Michael Masterson. He’s written … I think today he’s got like 18 published books, many of which are New York Times, Wall Street Journal bestsellers. Mark is really the guy behind one of the biggest companies in the world of direct response marketing, the Agora companies. They do about $1.5 billion a year. Just a behemoth of a company. Mark was really the marketing genius behind that company. So one day many years ago, I asked mark. I said, “Mark, how did you help this company grow so big?” Mark came aboard with them and started helping them grow. They were like a $10 million company with the founder of the company, Bill Bonner, and grew to this crazy behemoth. At the time, I think, when I was asking them this question, they were doing several hundred million dollars. I fully expected Mark to say that they were able to grow so fast because of their copy chops, or because they had a monster list, or they had deep pockets, or they were able to drive a tremendous amount of...