'The Open Everyday' Approach:

Marketing That Feels Good & Works!

Last week, I had the pleasure of diving into a truly inspiring and invigorating conversation about marketing with none other than Ross O'Lochlainn. Ross, a former engineer who has transformed into a marketing strategist, is at the helm of ​Conversion Engineering​, a company committed to assisting education entrepreneurs in selling their programs without falling into the exhausting trap of the traditional launch model.

Our discussion centered around the fundamental notion that marketing should not only be effective but should also resonate with both marketers and their target audience. Ross passionately conveyed the importance of aligning your marketing strategy with your personal style, desired lifestyle, and ensuring it remains sustainable in the long run. Burnout and avoidance should have no place in your marketing journey.

Ross emphasized the critical balance between achieving fundamental effectiveness (that is, getting results) and personal effectiveness (actually enjoying the process). We delved into the common pitfall where marketers find themselves trapped in a never-ending cycle of exhausting launches that yield results but breed resentment due to the stress it generates.

One of the game-changing concepts Ross introduced is the idea of being "open for business every day." This means bidding farewell to the traditional open-and-close shopping cart model, which often relies on urgency and scarcity tactics. Ross demonstrated how this approach can be tailored to various business models, including membership sites, courses, coaching programs, and newsletters.

We challenged the conventional belief that marketing campaigns must always have hard deadlines and closing carts. Instead, Ross urged marketers to create meaningful moments for their audience to consider their offerings without the excessive pressure. We discussed a range of strategies both of us have implemented for engaging and enticing potential customers, such as themed quarterly cycles and monthly themes to encourage consistent participation.

The frequency of marketing emails was another pivotal topic, with Ross advocating for sending emails on days when you genuinely want to generate revenue. This, however, should always be accompanied by the delivery of valuable content that builds trust with your audience.

Ross also shared his fascination with AI and the tools he's currently exploring.

I have no doubt that you'll find this conversation as enlightening and inspiring as I did. So, grab a delicious drink, your trusty notebook, and get ready to be inspired by none other than Ross O'Lochlainn!

Don't forget to sign up for Ross' eBook & Newsletter at ​OpenEverydayBook.com​.