Arnold Schwarzenegger is a very successful man.
Whatever you think of his acting, or him as a person, you can’t deny that.
He’s a machine.
Just look at his life so far: incredible bodybuilding empire; Hollywood film career in some of the biggest-grossing and most blockbuster-iconic films ever made; and now Governor of California. Pretty impressive stuff.
The question is, how has he done all this?
There’s no simple answer to that.
Determination? Damn right (he’s a wooden Austrian who became one of the US’s top politicians).
Talent? Well, some. In bodybuilding, for sure. In acting, meh. He gets by. In politics? I don’t know enough about his politics and the American political system.
Hard work? Absolutely.
Fantastic marketing? Yes yes YES. That’s the key.
Because if you can’t market your shit, you can’t do your shit. (As I said in my first podcast.)
So if you think marketing is somehow “beneath you” or you “can’t be arsed” or “you deserve success because your product is ace”, you’re in for a rude awakening. And beans on toast for tea forever.
You gotta get behind your marketing, dude.
And one of the first things you have to understand is this: you are not your customer. I’ll share a brilliant example of this with you in a moment, but first I want to say this: I care deeply about the environment. I care about the rainforests for their own sake. For endangered (and other) animals for their own sake. I care about people, too, but I give a shit about the whole world we live in (including people) even more (because if someone doesn’t, caring for people will become irrelevant).
But I understand this: not everyone does. People are busy, selfish, and/or have other things on their minds.
People forget about the fact that lifting people out of poverty has amazing knock-on effects on the environment (less damage) – and that’s okay.
But when it comes to marketing, you have to remember what people really care about.
Which is why Arnie doesn’t give a damn whether you care about climate change. He’s written (or more likely his speechwriters have written) a great note about it, and it’s a marketing masterpiece. I strongly recommend you go and read it here.
Then take lessons from it.
Because you need to know this stuff if you hope to persuade more people to buy from you.
There’s more I can do to help you, too.
And the best place to start? With Business For Superheroes.
Vicky Fraser is a copywriter, author, and entrepreneur. She really did run away with the circus… but when she’s not swinging from a trapeze, she’s showing other copywriters and small business owners how to work with better clients, make more money, and stop missing bathtimes, first words, and dinners with angry partners. In fact, she wrote the book on it. Get your copy here.