Wayne Mullins

Tactical Friday: Speak the Customer's Language with the AIDA Framework

“When we can learn as marketers to evoke desire, to speak to people’s desire, it becomes so much easier because we’re speaking the language. We’re speaking the words they want to hear because we’re leaning into that desired outcome for their future.” – Wayne Mullins

Welcome to this episode of Tactical Friday! In today’s episode, Wayne Mullins is back to discuss the AIDA framework and the practical ways to go beyond capturing the audience’s attention. He points out that building systems that guide people through the processes with clear communication trigger a call to action.

[00:01 – 00:41] Opening Segment

  • If you have a platform and you want to create content that DELIVERS, go over to knightly.productions!
  • For the first part of my interview with Wayne, tune in to last Monday’s episode 

[00:42 – 15:32] Building Systems from Capturing the Attention to Call to Action

  • Enacting the AIDA framework
  • The psychology of purchasing decisions hasn’t changed.
  • Attention
  • Interest
  • Desire
  • Action
  • Capturing the audience’s attention
  • When scrolling through social media, think about what makes you stop and pay attention.
  • Turn the algorithm to your advantage to attract your target audience.
  • At the end of the day, what matters is the desired outcome.
  • Speaking their language
  • The #1 mistake in marketing
  • We have to be clear and specific in leading to the next logical step.
  • Communicating the expectations
  • Complete the process to ensure that the client’s attention is not wasted.

[15:33 – 17:12] Closing Segment  

  • Connect with Wayne (links below) 
  • Visit his website, Linkedin, and more! 
  • Closing words 

Key Quotes: 

“Where attention goes and money flows. So if we don’t capture people’s attention, none of the rest of this even matters.” – Wayne Mullins

“Shame on us for assuming that people know what the next step is. We have to be clear, we have to be explicit, we have to give them that next logical step.” – Wayne Mullins

“You capture the attention, you’re speaking to their interests and their desires, but then you don’t have the call to action. You’ve wasted your effort on the first person on the first section because you’ve wasted that attention.” – Wayne Mullins

Connect with Wayne

Visit his websites at www.uglymugmarketing.com and https://www.yourfullcirclemarketing.com/. Visit his Facebook at https://www.facebook.com/uglymugmarketing/. Follow his Instagram at https://www.instagram.com/uglymugmarketing/.

Leverage Your Assets through Better Positioning with Wayne Mullins

“I believe that anytime you build influence on any particular platform, your responsibility is to take those people off of that platform and put them in a format in a place that you can actually manage and control.” – Wayne Mullins 

Welcome to another week of Tactical Leader! In today’s episode, a special guest, Wayne Mullins is back and he will share an approach to marketing with the many platforms and trends today. He argues that following what’s new does not necessarily translate to success and that business owners must rethink the purpose of utilizing platforms.

Wayne is a husband, father of four, founder, entrepreneur, and author.

Over the past twenty years, he has had the privilege of scaling multiple companies and helped hundreds of entrepreneurs do the same with their companies.

Wayne’s marketing agency, Ugly Mug Marketing, has won the praises of some of the leading influencers in the business world such as Neil Patel (Founder of QuickSprout), Chris Voss (Author of Never Split the Difference), and Greg McKeown (Author of Essentialism and Effortless).

There’s nothing Wayne loves more than helping entrepreneurs push through limiting beliefs and achieve more than they thought possible.

[00:01 – 04:59] Opening Segment

  • If you have a platform and you want to create content that DELIVERS, go over to knightly.productions!
  • Getting to know Wayne Mullins 
  • Finding creative ways to approach marketing
  • Wayne discusses his book – Full Circle Marketing
  • Holding onto personal reality requires a change of your personality 

[05:00 – 14:13] Dealing with the Gap Between Expectations versus Reality

  • What it takes to change your reality
  • The desire for a better future requires us to ask ourselves important questions.
  • Application in entrepreneurship
  • Embracing the gap allows you to appreciate the journey.
  • How the prayer strategy is detrimental
  • We often only see the actions of our competitors, not the assets.
  • Merely hoping that something works without building a solid strategy is bound to fail.
  • Building social presence
  • We do not outsmart laws and principles. We prove them.
  • Acquiring the right strategy

[14:14 – 32:25] Positioning through Platforms and Leveraging Assets

  • Outlining the natural progression
  • There are three components in order to sell – 
  • Knowing about you, your product, or service 
  • Liking the offer
  • Trusting the value of the product or service
  • Fine-tuning the marketing system
  • Having this eliminates the need for salespeople.
  • Being specific is key
  • Asset versus platforms
  • Ask yourself how you can leverage your assets.
  • Platforms are insignificant
  • Build a business behind the platform for better positioning.
  • The goal is to take people out of the platform into a place you can control.
  • Marketing for 2022
  • Audit your own marketing systems and observe the results.
  • Desire versus reality

[32:26 – 33:57] Closing Segment  

  • Connect with Wayne (links below) 
  • Visit his website, Linkedin, and more! 
  • Join us for Tactical Friday!

Key Quotes: 

“We can’t continually want and wish and hope for a different reality, a different future in our lives without looking at ourselves and saying, ‘Okay, if I want those things to be true, if I want that desired outcome, what must I change within myself? What must I give up? What must I sacrifice? What must I transition to become?’.” – Wayne Mullins 

“You never truly get to that ideal future. You’re always in this space called ‘the gap’. And it wasn’t until I really learned to embrace that gap, to learn to actually love the struggle and appreciate the fact that I’m going to be in this journey.” – Wayne Mullins 

“The important point is this, that the platform doesn’t matter. What matters is the mentality around the asset itself.” – Wayne Mullins 

Connect with Wayne

Visit his websites at www.uglymugmarketing.com and https://www.yourfullcirclemarketing.com/. Visit his Facebook at https://www.facebook.com/uglymugmarketing/. Follow his Instagram at https://www.instagram.com/uglymugmarketing/.

About the Host: Zack Knight

Zack sits down with CEO’s and experts to share tactical knowledge of how to become a better leader and create a more effective, safe environment for your team. Zack offers consulting and podcast coaching and runs Knight Protection Services, LLC, a company that helps busy executives build a winning culture through safety and security.

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