3 Secrets to Memorable Marketing

0:00Memorable marketing gets attention. Different marketing creates curiosity. And unforgettable marketing creates loyalty. And loyalty is what changes businesses. Good marketing has three parts. It's memorable, it's different, and it's unforgettable. And what makes it so amazing is also what makes it nearly impossible to create. Never mind doing that good marketing again and again and again. For entrepreneurs running businesses with revenue less than$20 million per year, that's classified as a small business, if you can't manage all three of those pieces when you're marketing and you're creating your content all at once, you got to hit at least one.

0:37So how do you do that? Welcome to the Jasmine Starr Show. My name is Jasmine Starr and I'm a CEO, business strategist, and a podcast host. And I empower entrepreneurs to grow their businesses from six to seven to eight figures, just like I did. Uneducated, unfunded, and unconnected. Yes, you can do it. It is possible. I've been in the game for about 17 years. And when I look back, my career is divided into two parts. One, having a business online, and two, having an online business. They might sound familiar, but they're totally different. The first, having a business online, means that people can buy your services or your products online, but you're doing the fulfillment.

1:15The second, having an online business, means that you can sell digital products to customers and clients, and then they get access to your offer immediately. Now, of course, you're still involved, but you're not trading your time for dollars. You're making money in your sleep. And no, this is not me selling you snake oil. I say this because I experienced this. And nobody was more shocked than me when it started happening. So let me go back. In 2006, I dropped out of law school and became a photographer, even though I didn't own a camera. I built my business, creating content, using a blog to market my services.

1:49I literally had no idea what I was doing, but I made$100 ,000 my first year in business. Now, I blogged every day, and then I kind of soon developed this following of consistent readers. I wrote about my life, starting a business. I even talked about like my dog. I was learning what people were responding to, and the more I created, the faster I learned. By 2008, companies in the photography industry reached out, and they were asking me if I could create content for their businesses on my blog. So I wrote about software, photography gear, my favorite tools, and I was paid for the posts and the affiliate links.

2:22And I quickly learned how to talk about different businesses in different ways and which ways got the best responses. In 2009, I wanted to create my own resources and I put all my attention towards what I was building and I was doing that behind the scenes. So I told those companies, hey, I'm not taking any more commissions and it's been great. Thank you so much, but I'm moving on. and then a crazy thing happened. Those companies, the ones that I was creating content for, they asked me if I could consult for them. Now, I didn't even know what a consultant was. So I went to Google and I was like, what is a consultant and how much do they get paid?

2:56That was literally, I was like, whoa, wait, wait. I get paid to tell your team what to do when I was the one doing it? Sign me up. Okay, so by the time 2010 rolled around, I had my consulting clients and I had that privately and I was guiding their teams to build their brands and create good marketing. And it was around this time that I created my first digital offer. Now, I wanna be clear. I had no idea what a digital offer was. All I knew was that there was a group of photographers who were consistently asking me questions. And I was like, I can't respond to all these emails. I can't even write enough blog posts to answer these specific questions.

3:31So what I did was I took their most commonly asked question, which was, how are you booking weddings online, not even meeting the clients? How are you booking weddings around the world and getting paid a lot of money to do that? And I said, oh, I just send a series of emails. And at the time, I didn't know that that was called an email funnel, but I was like, here's a series of emails that I send people. And so what I did, hand to heaven, I literally brought up a Google Doc and I just started writing out all the emails. And I said, this is the order that I send them. And I didn't even know how to make a PDF.

4:01I went to Google and I asked Google, how do I make a PDF from a Google Doc? Turns out all you have to do is press one button and save it and boom, you have a PDF. And so I got that PDF. I created this janky online store. Like literally it was, you just upload a PDF and then it'll give you like a, this like HTML code. And then you put, I put that in my blog and I was like, okay, I'm just going to sell this for$19.99. I made over a hundred thousand dollars from that PDF in my first year. Now this was the first time in my entire life that I literally woke up and there was money in my bank account after just sleeping.

4:36Boom. Like my mind was blown. Y 'all from 2011 to 2013, I continued to add digital products to my photography store. So things like video tutorials, PDFs, guides, things like that. Now over that time period of selling digital products, I made over a million dollars. Now during this time, I was still a very active photographer traveling the world with my camera. I was still consulting and I created an autobiographical magazine and I was speaking internationally about my photography career. So by the time 2014 rolled around, I was doing about 1.5 million that year, but I was exhausted. Y 'all, my bones were tired.

5:14I was burning the wick at both ends and I decided that I was going to retire from my photography career in two years. So by 2016, I wanted to find a way to create more digital products, but this time for a larger market. I needed to expand beyond just photographers if I wanted my digital business to grow. Now, here's an important thing to note. Please notice that for almost an entire decade, I served one niche, wedding and portrait photographers. That's it. That is a small group of people. I spoke their language. I highlighted their pain points. I created solutions that were specific to them. A lot of people think that serving a small audience, and in my case, a very, very, very small audience that you cannot build a successful business, but I am proof that you could literally print millions.

6:02In 2015, I wanted to get very serious about starting an online business. I didn't know how to build one, so I joined a mastermind. Now, I have to tell you, I didn't know what a mastermind was. I didn't know you went to in-person events. I did not know that you met online. So the first time I went to a mastermind event, it was hosted in San Francisco, and literally on the first day, I was looking at flights to go home. I was like, I cannot be here. I cannot do this. I am so overwhelmed. I am so intimidated. Like everybody here speaks a different language. It's as if everybody in the room was speaking Japanese.

6:37I didn't understand. Like I had never felt so dumb in my life. They were saying things like EPL and CPL and ROAS and ROI. And I was like, I was literally writing down all these acronyms so that I can Google them later because I don't even know. And so I will tell you what I felt. The feelings I experienced were inadequacy, fear, stupidity, embarrassment, and deep shame. I had invested$25 ,000 in that mastermind and I was so filled with shame because as a daughter of an immigrant, who the heck spends that amount of money? Who the heck thinks that she can just go in and pay that amount of money?

7:17Even though I had earned up until that point quite a bit of money, I still was saying, no, no, no, you got to save. No, no, no, you can't spend. No, no, no, you got to be judicious with what it is that you have. And then the minute I make that investment, all I feel at this live event is, you poor stupid girl. Now, I wouldn't speak to myself that way now, but that's the way I was speaking to myself back then. That's when I felt small. That's when I thought small. And that's when I felt like the world was not filled with infinite possibilities. possibilities. I thought there's this much and I'm gonna get mine.

7:49And the minute I felt so stupid and I realized you can't get yours was the minute I started falling into the trap. The trap of feelings versus the possibility of upside, unlimited upside. So it was there in San Francisco that I learned what I needed to do. And oh my Lord, it was bananas. Okay. I just said, okay. So I said, I just said, I'm rewriting history. The truth was on a break, I went back to the hotel room. It was there at a hotel. I called my husband and I said, I'm coming home. And he says, you just got there. I said, I don't know. I feel like this is a waste of time. I don't even know what it is that they're saying.

8:23And so he said, well, since you already paid for it and you can't get a refund, why don't you just stay? Why don't you just sit in the suck of it and see what comes from it? So I did. I bundled up my shame, tucked it away, and I said, okay, I'm gonna go back to this room. So when I was in the room, I just said, listen, you're probably never coming back. So why don't you just write a list of everything that you don't know and that you need to do? By the end of the weekend. I didn't know how to do any of it, but at least I had a list of things that I needed to do. That's when I just said it was bananas.

8:50But I went home and I started creating. I started scratching things off that list. I got very clear and focused on just three things. Number one, my photography clients. Number two, creating my online course. And number three, creating content that wasn't about photography, but focused on marketing, which is how most photographers knew me. So I'll break this down. The content I had created was for photographers, but they also knew that Jasmine has a good idea on how to market a photography business. So in my mind, the next offer was going to be about marketing, but not marketing for photographers, marketing for business owners.

9:24Okay, now we're on the same page. In 2016, I debuted my first digital course and it was called Insta 180, an Instagram for a business course. And I taught entrepreneurs how to use Instagram to grow their business. I sold it for$147. That was eight times more than anything I had ever sold online before. Remember, I mean, I'm selling things in an online store for like $19,$4. And so charging$147, I was terrified. We launched it and five days later, I made$255 ,000. And then I launched it two more times that year and I made over a million dollars from that one course. Now, in the years leading up to today, where I sit right here in front of you, I have created more courses, a membership, a mastermind, a SaaS tech platform, and a business strategy and coaching program.

10:13I continue to speak around the world on stages about business, and I create this show to share what I know because with every fiber of my being, I want you to win in business. I want you to create a digital offer because you can literally change your life with it. I have made tens of million dollars. As the daughter of an immigrant and a first-generation Latina, I have literally dismantled financial constraints for my family and for future generations. As a kid, we couldn't go on vacations. But every so often, we'd drive to Tijuana, Mexico, which is Mexico. Hell, for those of you who are listening, Tijuana, Mexico.

10:46And that's about like three hours from East Los Angeles. And we would stay in a house like along the beach. And that was how big I could dream. Like that. Tijuana in the kind of like a ramshackle at the beach. And it was great. Now, it was great. But that was as big as it would ever get for me. until I can bring you to today. Today, I travel the world with my daughter and my husband and I get to work from my laptop on a bullet train from France to Italy, on a first-class seat to New York City. I get to work in my backyard while my husband barbecues and my daughter draws chalk pictures around my feet.

11:22And I don't say this to brag at all. I hate when people brag. But what I want to do is I want to paint a picture of what's possible for us. Will it be easy? No. I will promise you that it will be the hardest thing you ever do, but it will be worth it if you don't quit. Okay, but that's enough about my personal story. Let's get back into the main thing, good marketing, but I'm going to pause there and let you know that I shared that story because without that story, I start talking about marketing and then everybody has opinions. Oh, it works for her because of this and it works for her because of that.

11:51No, you now know that I literally started with nothing and every step of the way decided, hey, listen, I'm uncomfortable. It's painful. It's hard, but I'm not going to quit. That's the same thing I want for you. So let's talk about good marketing. So with every pivot, like with every iteration of my career and my online businesses, I learned how to create content and good marketing. And I need to be very clear. I don't still to this day have a recording studio. I don't have a full-time content team. I make 99 % of my marketing with my iPhone. I have built a successful business Scrappy, so I'm inviting you to do the same thing.

12:24I started this episode explaining that good marketing has three parts. It's memorable, it's different, and it's unforgettable. But here's the catch. What makes great marketing so powerful is also what makes it like really, really hard, difficult to create because you just don't have to do it once. You can accidentally create one good post, you know, one good reel, one good campaign, but building a brand that people remember again and again and again, that takes strategy and it takes courage. And to be totally honest, it takes an identity. So today, I want to walk you through the exact framework that I use when creating marketing that actually sticks.

13:02So let's start with the first piece, memorable. Here's the truth. If people can't repeat what you said, they won't remember it. And most marketing today is way too complicated, like way too many words, too much fluff, too much trying to sound smart instead of trying to be clear. But clarity is what creates memorability. So think about phrases that stay with you. Just do it. Nike. We leave the lights on. Motel 6. Think differently. Apple. What are all of these? Simple, direct. You can remember them after hearing them one time. And that's exactly how good marketing works. Because confused people don't buy.

13:43Clear people do. So whenever I'm creating content or messaging for my business, I ask myself, could somebody repeat this back to me after hearing it once? Because if they can repeat it, ooh, they can share it. And if they could share it, your marketing is working for you. That's exactly what it is. After hundreds of research calls with online business owners, I kept hearing the same thing again and again. Jasmine, if I could just create a digital offer for 10K months, I'd believe that my business would take off. Now, y 'all, that was the magic number for most people. It was palpable. $10 ,000 a month.

14:17I felt it in my bones. So then I took their words and not just like repeat it in my marketing for my business, for this business coaching offer. I literally titled it in the simplest way possible. That online offer, I titled it using those people's words so they would immediately see and understand it. The name of that program is called the Consistent 10K. Why? That's what people wanted. $10 ,000 a month from their digital offer. And that's just the start. A chiropractor who wants to get off her feet all day and create a digital offer to help her patients with body care and alignment. A florist who's installing gorgeous florals every weekend at a wedding wants to create a digital offer so she can what?

14:59Make money online and have more time with her family on the weekends. A stay-at-home mom wants to create a digital offer helping other moms homeschool their kids so she can what? Save for her family vacation. Here's the thing they all wanted. They wanted consistent 10K months. So my business coaching program helps them do exactly that. Our coaching program, well, that message, it's so clear that a 12-year-old can remember it. The consistent 10K helps you build an online business that gets$10 ,000 a month, and that's just the start. Can you repeat that? So here's an exercise for you. Take your business, your offer, your expertise, and in one sentence that a 12-year-old could repeat, can you say it?

15:41I don't want them to understand it eventually. I want them to repeat it immediately. That's what makes it memorable marketing. Okay, so now let's move on to the second part. First part is memorable. The second part of good marketing is different. And this is where people get a little bit uncomfortable because different doesn't mean louder. Different means identifiable. Different means someone can recognize your brand in the middle of a crowded feed as they scroll. And one of the biggest mistakes entrepreneurs make is trying to look professional, all put together instead of recognizable. They water themselves down.

16:17They say what everybody else is saying, feel safe. They use the same language. They use the same hooks. They use the same trends and then wonder why nobody remembers them. And here's what's interesting. The internet rewards familiarity with a twist, like un poquito de sabor. You know, it's going to be a little bit different. I'm going to show, I'm going to whip off something different. You do not need to reinvent marketing. You need to communicate in a way that feels distinctly like you. That's it. The strongest brands usually have one thing that makes people instantly recognize them. I like to use familiarity, but like slightly mix it up.

16:51Instead of saying, here's how to grow on Instagram, I say, most people don't need more followers. They need a stronger opinion. Okay. So do you see the difference? One blends in, the other creates tension and tension creates attention. Attention to attention. Okay. So if you want to create different marketing, ask yourself, what does everybody in my industry sound like? What are they all saying? What are they afraid to say? Because somewhere in that gap, what are they saying? What are they afraid to say? There's this big gap here. That's your positioning. So let me show you a current example of my marketing for the Consistent 10K, where I create tension of somebody's belief of what's possible in an online business.

17:30So if you're listening to the audio version of the show, this would be a perfect time to watch the video version of the show so you can see this ad. It's about 22 seconds long. The copy for the ad itself strategically positions itself as opposite of what people think. Here I'm trying to get somebody's attention. This is what the ad copy is. Most people think 10k months are the end goal. But once you experience them, you realize they're actually the starting line, the point where life opens up. Predictable income gives you options. It gives you peace. It gives you flexibility to build your life around your values, not your job description.

18:05Here's what that journey looks like. 30 days, your digital offer is finished and ready to sell. Three months, you earn your first three to 5k online. Six months, you're on track to leave your nine to five job if you want to. 12 months, you're making the kind of money most people never imagine is possible for them. I've seen this transformation again and again. It always starts the same way, with the decision to begin. If that's you, DM me, start now, and I'll walk you through the next steps. Okay, so that was the ad. You saw the visuals, you saw the copy for it, and so I had to shift somebody's belief of what's possible.

18:41I can't tell you how many times I've had conversations with prospective clients, and they say, that just sounds too good to be true. If it sounds too good to be true, and they still got on a call, there's gotta be something. That belief of what was possible had to be shifted. which successfully it was, which made them a little bit open to being interested of getting on a call. That right there is how we move people with marketing. And to be clear, do I think this marketing is universally good? Absolutely not. If you tried copying it, there's a chance that it would flop. Why? Because I know who specifically I'm marketing to and I know what specifically they want to hear.

19:22How do I know that? Because I had hundreds and hundreds of conversations before I even launched this offer. And I know how specifically to create this ad because I post over 500 Instagram posts in a year. In order for you to create your version of good marketing, well, you have to know what makes you different, what makes your offer different, what makes your marketing different. Okay, so now let's go back and talk about the final piece. Now, remember, we went from memorable and then we went to different. And the third piece is that good marketing is unforgettable. This is the most powerful part of all.

19:54because people forget information, but they remember an emotion. The content I remember the most online is not just something that teaches me something. The stuff I remember online, it made me feel something. Hope, challenge, inspired, empowered. And that's the difference between content people consume and content that stays with people. To me, the goal isn't to go viral. The goal is to become impossible to ignore because unforgettable brands, they get loyalty. and loyalty is what builds million dollar businesses. Not just attention, not vanity metrics, connection. And as marketers, we should be asking ourselves, what belief do I want people repeating to themselves after they consume my content?

20:37Because that belief, that feeling, that's what I call emotional residue, man. Like that's what makes somebody remember you. I know exactly what belief I want people to have after seeing my marketing. they believe it's possible. That's it. That the impossibility of building an online business and it is actually possible and this is their first step to financial freedom. That's what I want people to remember. And honestly, this is why creating good marketing is hard because you can't fake originality over and over again. Anyone can have one good post. Very few people can develop a voice. Very few people can become recognizable before somebody even sees their name attached to their content.

21:22But that, that's the goal. The businesses that win over the next decade are not going to be businesses that are screaming the loudest or with the most followers. They're going to be the businesses that people remember the fastest. So if there's one thing I want you to take away from today, it's this. Memorable marketing gets attention. Different marketing creates curiosity. And unforgettable marketing creates loyalty. And loyalty is what changes businesses. Not because you manipulated people into buying, not because you went viral, but because you made people feel seen. The businesses that will win in the next decade will not be the ones shouting from the rooftops.

22:03They're going to be the ones people remember the fastest. The business owners who win aren't necessarily smarter. They're clear. They're more courageous. they're more consistent. I hope this episode really gives you the tangible tools so you can go and do that for your business. I believe you can create this marketing. I believe that you can do exactly what it is that you want to do. And if you want to learn more about building a digital business, let's connect. Go over to my Instagram and send me a direct message with the word method. Now, that'll let me know that you came from the show and I care more about my method of building a business, not because it's my business, but because I believe the method can help you.

22:41So let's get to chatting. I will see you in my DMs. And even if you're not interested in my method, just hit me up on an Instagram DM. I want to say hi. I want to show you that marketing online is not just the content that I put out. It is the conversations I have, real conversations with real people like you. So let's make it happen. Thank you for watching and listening to The Jasmine and Star Show.