What are the two must-have components you need in every marketing message that you send out?

I'm going to share them with you in this episode.

Marketing your business is for you, the business owner, who has a product, a service, or a message that you believe in.

My name is Stu McLaren, and each week we'll take a behind-the-scenes look into the real-world marketing tactics and strategies

for getting what you have in front of a lot more people.

Thanks for spending some time with me today.

Now, let's get started.

All right, welcome back to marketing your business.

And in this episode, I'm going to talk to you about the two must-have components

you need in every marketing message that you craft, whether it's a video, whether it's an email,

whether it's a sales letter. It doesn't matter what it is. Your marketing needs to have these two

components. And if it doesn't, well, then your marketing is going to fall flat and it's

never going to get the results that you want. Now, I've got to take you back in time because I first

learned about these two components from a gentleman by the name of Don Miller. Now, Don has since

become a client and a friend, but it was at his workshop that I first learned about these two

components. And here's what happened.

We basically sat down for this workshop and Don presented a picture of this beautiful leather bag.

And he said to us, he's like, how much would you pay for this leather bag?

Now, there was about 15 of us in the room at the time.

And the consensus was that we would pay anywhere

between $250 to $400 for this bag. And he said, okay, great. Then he showed us a video. And we watched

the video. It was only about four minutes long. But by the end of the video, we were so emotionally

...