How To Eliminate These Two Big Marketing Mistakes Now




Do you want to easily eliminate two of the biggest marketing mistakes people make? We're going to show you how and give you the tools to do it too.

Join Tim Fitzpatrick for this solo episode of The Rialto Marketing Podcast!

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How To Eliminate These Two Big Marketing Mistakes Now

Today, I'm going to walk you through how to eliminate two very common marketing mistakes that I see people making over and over again. Hi, I am Tim Fitzpatrick with Rialto Marketing, where we believe marketing shouldn't be difficult. All you need is the right plan. I want to thank you so much for taking the time to tune in today. And I am just going to jump right into this. 

Two Common Marketing Mistakes

There are two common marketing mistakes that we see people making consistently. First one is people are talking too much about themselves when they communicate about their business and what they do. They're talking too much about themselves. Our customers don't care about us. I hate to say it, but it's true. They don't care about us. What do they care about? They care about how we can help them solve their problems or meet a need and get help them get from where they currently are to where they want to be. And our messaging needs to focus on how we can help them do that. How can we help them survive and thrive? People are making buying decisions based on avoiding pain and or gaining pleasure. Those are the two reasons. So our marketing message, when we communicate to prospects and clients, needs to focus on how we can help them survive and thrive. Too many people are talking about themselves, how great they are, but our customers don't care. That's the first big mistake I see people making.

The second mistake I see people making is they make it difficult for people to understand what they do. What do you do? Can I easily and quickly understand that if I cannot and I'm not and or I'm not clear about it, you are confusing me, right? And when we confuse people, we lose them. Our attention spans are so short at this point. If we can't get the information that we need quickly, we're so used to having information at our fingertips. Our smartphones do a search and the information is right there. If we can't find things quickly, we're moving on. So if somebody lands at the top of your website and they read the information there and they don't understand it very quickly, you know, less than five to eight seconds somewhere around there, they're going back to search results and they're going to go somewhere else, which is absolutely not what we want. Right?

So those are the two mistakes. We focus too much on talking about ourselves and not focusing on how we can help our customers solve the problems they have and help them get to where they want to be. And we make it difficult for people to understand what we do.


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How to Solve These Common Marketing Problems

So how do we solve these problems? We solve these two problems by using storytelling to create clear, engaging messaging. The storytelling framework that we use for our business, for our clients, we did not invent. Storytelling has been around for years. We use a modified version of Story Brand from Donald Miller. Story Brand, if you're not familiar with it. Check it out. It just when it was introduced to me, made a ton of sense. And it really resonates with with our clients. They understand it. They get it. And at this point, this framework has been implemented by thousands of businesses. It just makes sense and it works. So I'm going to walk you through this and talk to you a little bit more about kind of why it works and how it works. 

So when you look at most stories, there are some common elements, right? There's a main character, there's a hero, that hero has a problem. They don't know how to solve it. They're stuck. They then meet a guide, that guide has been in their shoes, the guide knows exactly what the hero needs to do because they were there and they figured out what they needed to do to solve that problem. So the guide gives the hero a plan that calls them to action. Right? Nothing's going to happen if we don't take action. And by taking action, hopefully we avoid failure and we reach success. That's very common elements in a story. 

So we take this framework, this common framework. And what we do is we invite your clients into a story where they are the hero and you are the guide. Now, before I jump into why we do that, let me just translate this framework into something that we might be familiar with.

One of my favorite movies is the original Point Break. Don't follow me, guys here. But I don't know why I just love it. Love the the cops and robbers kind of movie thing. But in that movie Keanu Reeves is the character, the main character, the hero. He is a green FBI agent. He's just starting out. The problem is there is a band of bank robbers in Southern California called the Ex-presidents. They're out hitting banks. The guide in the story is Gary Busey, who is Keanu's partner. He is seasoned, he's been there, done that, he's seen it all, and his plan is that Keanu Reeves needs to learn how to surf because he believes that the Ex-presidents are surfers. So he calls them to action. You need to go how to learn how to surf so that you can hopefully befriend these people and infiltrate this group of bank robbers so that we avoid failure, which is they get away and we reach success, which is we catch them, okay?

So what we're doing is we take this framework. We position your client as the hero and you are the guide, why do we do that? If you think about most heroes, they're stuck, man. They're really struggling. They're having a hard time. Our customers are not looking for another hero. Our customers are looking for somebody that knows exactly what they need to do to address this problem or this need that they have to help them get to the other side of the river or the bridge or whatever it may be, okay? So we want to position you as the guy that has that solution to that problem or can meet that need and knows exactly what they need to do. That's why we do this. And when you use this framework, it allows you to create messaging that's clear and engaging and it's consistent.

I'm not reinventing the wheel each and every time because I'm going right back to the framework and I can just pull elements from that based on the message that I need to need to create. But this framework you use everywhere across your marketing, your sales conversations, your customer service conversations, that message becomes consistent no matter where that prospect or that customer is coming into contact with your company. And that's why it's so, so key.

In marketing, we talk about The Marketing Rule Of Seven, which talks about that it takes a minimum of seven impressions for your brand, your message, your offer to start to resonate with people. Well, if people are seeing a different message from you each and every time, it's just never going to resonate. We have to be consistent and we have to be clear. I would much rather see people be simple and clear with their message than get clever with it, because typically what ends up happening when we try to get clever is it's too hard for people to understand. We make them think and then they're not going to take the time to figure it out. They're going to move on. So air on the side of clear and simple rather than clever, OK? I guarantee you, if you use this framework, it will absolutely change how you communicate what you do. It will give you a lot more confidence. It will save you time. It will save you money, ok? We've used it in our business and we've seen our clients use it and it makes a huge difference, ok? 


So here's what I'm going to recommend you do. If, if this is interesting to you, just shoot us an email, send us an email info at Rialto Marketing dot com. That's R-I-A-L-T-O marketing dot com. Info ar Rialto marketing dot com in the subject line just put messaging workshop and just tell us, "Hey, I watched this video, listened to the podcast and I would like to get the messaging workshop that you do so I can learn more about this." And we will send it over to you. There's a recording. This is a messaging workshop that I do consistently. It is about a forty-five minutes to an hour workshop that walks you through the entire framework examples. So the recording is there, the framework that we use is there. All the tools that we use to implement messaging for clients is right there.

OK, there's no opt-in, there's no nothing. Just take advantage of it. If this is something that you want to learn more about, send us an email info at Rialto, Marketing dot com and in the subject line click messaging workshop. I'll be more than happy to send that over to you so that you can take advantage of it. This framework has, it's changed my business and it's changed our clients' businesses that have taken advantage of this.

And I know it's changed thousands of other businesses because we're not the only people that are implementing Story Brand to help people create clear, engaging messaging. So if you want to solve those two problems, right? Not focusing your message on helping people survive and thrive and making it difficult for people to understand what you do, you owe it to yourself to check out this framework, because I guarantee it will make a ton of sense to you as you start to dig into it.

Get the workshop. I'm happy to send it over to you. I would like to thank you for taking the time to watch this. I hope you got a ton of value from this. If you want to gain clarity on where to focus your marketing efforts right now to get the best return, you're running into some roadblocks, you can also pop on over to our website, which is Rialto marketing dot com. That's R-I-A-L-T-O marketing dot com. Click on and get a free consult button.

Be happy to chat with you and give you some some clarity on where to focus right now to get the best return. Thanks so much for taking the time to tune in. Until next time. Take care.

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About the author, Tim Fitzpatrick

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