The heart of everything we're doing in this course, is ad marketing. So we're going to need a grounding in AD marketing. We need to understand that the buyer goes from attention to interest, the desire and then to action as they move through our online marketing funnel. And once we grasp that, then the email marketing will make sense because you're going to have the context that you need to understand when and how to use email marketing, and somebody other things that you're probably going to need to learn as well to really get the best out of an ad marketing funnel. So, before we go any further, let's just discuss persuasion versus fooling good marketing is about persuasion. Now.

Unfortunately, there is a brand of online marketing which is about fooling the person. out there by getting them to part with money by tricking them into buying, we will not find any of that in this course you will not come across any of that all this is about is a genuine transaction between you and the buyer and helping the buyer make that journey with you to that point of purchase or to the action you actually want them to take. So this is persuasion marketing. This is not trying to fool people. So let's just give you an introduction to AD marketing. The first step we're going to look at as we go through it is the attention phase.

Here we are at the attention phase. This is typically the social media marketing phase. Now usually when we come across someone with social media marketing content, they're quite cold. They don't really know us a lot of the time Social Media Marketing is where we get their attention might be some Facebook posts that might be tweet on Twitter, maybe some pictures on Instagram. There's lots of different ways we can get their attention. And typically, social media marketing social media platforms is where the attention phase happens.

And then what we'll do is we'll move into the interest phase. Now, what we often do with the interest phase is we create what is called content marketing. So this is content that people are interested in, maybe a blog, or a video, maybe a podcast, something that is on a search engine somewhere that people can find, or it's something we shared to our social media following. And they now can access that content marketing. This tends to be articles or videos or something like that where people can find Your stuff usually driven from social media. And we're going to develop interests, we're going to take them just from getting their attention to develop some interest in what we have to say, or what we have to offer.

And then we move to the desire phase. Now typically, this is newsletter marketing, which is what we're going to teach you in this course. And the desire phase is where someone is exposed to your offer. We've got their attention on social media marks and we showed them a little post, we then drew them back to some interests and content marketing, maybe a video or blog. And then we persuaded them to sign up to our newsletter. Now, once they're in our newsletter, now we can communicate with them on a regular basis, and we can deepen the desire for our product.

You see when someone moves into desire phase, that is where we develop the desire that isn't necessarily They have desired, they're probably still in their mind perceiving they're in the interest phase. But in the desire phase, we're really starting to deepen and communicate the value of our proposition and how it's going to solve their problems. And we typically do that with our newsletter. And then we're going to go into the action phase. So our newsletter will lead to an action that we ask them to take typically is the purchase of a premium product, or a premium service. As we mentioned, attention, interest, desire action, you can see as they go down that sales and marketing funnel, you're going to see them warming up, you can see them coming in at social media marketing, they're going to move to interest.

So you're going to start developing interest. And then we're going to make a bigger commitment to your newsletter that we develop desire. And then we're going to lead them to premium product. And it's really fascinating when you start understanding the ad marketing funnel and seeing that this is the by a journey that people take. So think of the last time you bought something, for instance, you might have started at attention or something got your attention you thought that would be useful to have. Maybe it was an app on your iPhone or your iPad, maybe it's something around the house, a device that save time, maybe it was a new food product, you thought that might look nice, got your attention.

And then after a little while, once it got your attention, you start develop interest, you have a little bit of a deeper look. Once you've got interest, you move to the desire phase. Now you have a desire. Now we're starting to develop that real deep need for what you are being exposed to. And then once that's happened, they can take the action phase. Once you understand ad market, you can see it everywhere online, you're going to see an advert and the biggest thing people make the mistake of is they go from attention to action or they want to go from attention to desire and they miss a step.

So when we build an online marketing strategy, we're going to follow this principle. Make sure that we are mapping the buyer journey with our marketing and we're matching their journey with our marketing now. Email Marketing, this design phase. This is the gold of online marketing. This is the most important part in the sense of, you're getting someone's email address. So, what you're doing here is you're actually building an asset because they're actually giving you permission to market to them.

And building your own list is really, really important. That's why this course is so important if you want to build your online marketing