Brief Summary
This video provides a marketing strategy for creative individuals to build an evergreen sales engine for their work. It emphasizes creating unique, value-driven content that attracts an ideal audience and consistently incorporating clear calls to action to convert viewers into paying customers. The strategy aims to move creatives away from the social media "hamster wheel" and towards a sustainable business model.
- Create unique content that reflects the value, story, and values behind your work.
- Consistently include clear calls to action in your content to drive sales.
- Build an evergreen library of content to attract your ideal audience and convert them into customers.
Introduction: The Struggle of Creative Sales
The video addresses the common problem of talented creative individuals struggling with sales due to a haphazard approach to marketing. The creator shares a marketing strategy that has led to significant sales, emphasizing that it's based on studied business and marketing principles, not innate genius. The core idea is to build a library of content that acts as an evergreen sales engine, reducing the need for constant, active marketing efforts for each sale.
Building a World of Content
The initial step involves creating an interconnected system of content designed to attract an ideal audience and guide them toward your products. The video highlights that many creatives produce generic content similar to everyone else, missing opportunities to stand out. Instead, content should directly connect to the story, value, and values of your creative work. Examples include deep dives into world-building for a graphic novel or video essays on climate change for a landscape painter, ensuring the creative work remains central while offering unique, engaging content.
Squarespace Sponsorship
The video includes a brief mention of Squarespace, the sponsor, and its usefulness in creating a website to enhance the audience experience. The creator shares their experience using Squarespace to build a sales page for a workshop, praising its ease of use and comprehensive tools for showcasing work, e-commerce, and email marketing. A discount code is provided for viewers interested in trying Squarespace.
Connecting Content to Paid Products
This section emphasizes the importance of linking the created content back to paid products through consistent calls to action. The video argues that every piece of content should include a call to action, either within the content itself or in the caption, to drive sales. A fill-in-the-blank style of call to action is introduced as a starting point, with examples provided for both the graphic novelist and landscape painter scenarios, ensuring the call to action feels natural and aligned with the content's value.
The Power of Consistent Selling
The importance of consistent selling is highlighted, advocating for simple, conversational calls to action that communicate the value of your work and invite purchases. The video stresses that the more authentic and conversational the call to action, the more effective it will be. The goal is to communicate where someone can support you in every piece of content, either within the content itself or in the caption.
Conclusion: Building a Business
The video concludes by summarizing the two key outcomes of the strategy: building an evergreen library of content to attract an ideal audience and turning that content into a sales machine through clear calls to action. This approach combines lead generation with conversion, forming the foundational building blocks of a sustainable creative business. Viewers are encouraged to explore additional resources for selling as a creative and to watch the creator's business breakthrough series for more insights.
