Mastermind Dinners: Build Lifelong Relationships by Connecting Experts, Influencers, and Linchpins by Jayson Gaignard

Author:Jayson Gaignard
Language: eng
Format: mobi, epub
Published: 2014-12-21T14:00:00+00:00

AUTHENTIC MARKETING 101

Celebrated TED speaker Simon Sinek says “people don’t buy what you do, they buy why you do it.” This small piece of wisdom was literally all that I had when launching our first MastermindTalks event. I didn’t have a full roster of speakers, I didn’t have brand momentum, and I certainly didn’t have money for marketing. On top of all this, a lot of people thought the event was a scam.

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I wasn’t selling the what, I was selling the why. I was transparent and authentic about why I was putting on the event, and why there was a need for it. Here’s a link to the original sales video I created three years ago, simply using a webcam: http://bit.ly/mmt2013

I have a very different approach to marketing than most. I don’t A/B test, I don’t use cutting edge buzzwords or copy. As my friend Renee Airya says, “my heart is my sales letter.”

A good salesman knows that his first real sale is himself. I’ve learned that when you’re honest, raw and authentic, marketing is effortless. If people don’t bite it’s most likely because they are not the right fit, and I NEVER sell something to someone when they aren’t the right fit. For those who are the right fit, no explanation is necessary. For those who are not the right fit, no explanation will do.

Traditional marketing is about posturing, being polished, and oftentimes stretching the truth. When making the move to authentic or transparent marketing, many people fear what others will think. Make no mistake, authenticity builds credibility. My good friend Michael Fishman sums it up perfectly when he says that “credibility can be established with credentials or by being transparent that you have no credentials.”

That being said, there are no ‘templates’ I can really provide when practicing authentic marketing, because each and every circumstance is different. Every individual outreach will require a different opener, a different piece of social proof, a different angle. However, at the request of some of the people in our MMT community, I thought I would share some best practices around outreach to those who are typically unreachable.

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