Framework – The Way to Stay on Track
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Framework – The Way to Stay on Track

Eric Beer Performance Marketer frameworks within frameworks stay focused

Framework – The Way to Stay on Track

Today, we’re going to talk about the concept of frameworks. 

Since I started helping people, one of the things I’ve struggled with the most is my prominent ADD. You know what that means – having trouble focusing attention, crazy running around and doing 25 things at once. 

When I focus, that’s when I’m at my best. Once I laser focus on something, I kill it! When I’m all over the map, I half-arse everything, and I don’t get anything done. 

I want to avoid the latter scenario here where I’m trying to teach you things that might be complicated… or you may feel overwhelmed. So, I decided to start off with something that will keep me on track – creating frameworks. 

They will allow me to simplify things and help me focus when I get lost in my digressions. Plus, we can easily go back to what I’ve already explained just by glancing through the framework.

Tune in for the new episode as I’m diving into the importance of the framework concept, what frameworks within frameworks mean, and how you can use them in your own business.

Let’s jump in!


What Is a Framework?


Ultimately, a framework is a basic structure of a system or process. Basically, it allows you to take a 30-foot view and map out the process.

What happens when I create these step-by-step processes? If I’m communicating that to somebody, and my brain goes into its creative mode, all I need to do is think back, “Alright, what step am I on?” In that way, I can stay focused, continue, and not lose the people I’m communicating with. 

When we talk about structure, frameworks are like chapters in a book. Or scenes in a movie. They consist of specific steps through the process. But some frameworks are sitting inside of other things – those are frameworks within frameworks.

You know those a-box-within-a-box gifts (this digression is here with the purpose) when you get a big present and open it just to find another smaller box inside… and then another one, and keep going like that for three or four times?

Well, that is what I think when I say frameworks within frameworks.


How Does It Work? 


If we have a framework about traffic, as we had in the previous episode (check it out here), we would have, let’s say, five steps on how to get traffic. That is a high-level framework. 

But what I mean when I say a box within a box, or a framework within a framework, is that there is another framework on how to execute the first step within the main framework. 

If the visuals help you out, watch the full episode on YouTube since I’m showing fragments of my presentation there. I really want you to understand the concept as we move forward because I’m to start explaining how to do different things within the arbitrage space. 

And my plan is to invest some time in creating these frameworks (steps, processes, systems) you can circle back on when you get confused.


Why Are the Frameworks So Important?


Frameworks are essential because things change all the time – TikTok and Facebook will change. But they all have relatively the same concepts. It means you can create a framework for media buying that applies to any platform.

The main principle will always be the same for any platform – you need to create good content to go viral. If people love it and want it, then the platform will share it because their goal is to keep people on those platforms longer. 

I have a simple concept of the traffic framework, which I apply wherever I buy media – AISTP (I mentioned it here): 

– Attract 

– Identify 

– Segment 

– Target 

– Position 

Do you understand the concept from these five steps? Of course not! Because you still need more details on what it means? 

– How do you attract users? 

– How do you identify who you want to work with? 

– Who are your potential customers? 

– How are you going to segment them? 

– What kind of targeting are you going to do? 

– How are you going to position your brand for your potential customers? 

See, you need to get every step explained in more steps. I’m going to dive into this a little more in some of the next episodes. Today, I wanted to go through this and make sure you understand what we’re trying to accomplish.


My Awesome Survey


Here is an example of the survey software for creating surveys, quizzes, assessments. 

Step #1 Attract – You have an ad on Facebook. You’re trying to get somebody’s attention, and then you’ll have people answer some questions. 

Step #2 Identify – As they answer questions, you can learn things about them. So you’re able to identify who they are. 

Step #3 Segment – All you’re really trying to do when you identify who they are, is to figure out how you’re going to segment your traffic. (Which buckets do they belong in?) 

Step #4 Target – Once you do that, you can create a target market. So you’re grouping them by similar characteristics.

Step #5 Position – When you identify the different target markets, you’ll position your product or service for each of those specific segments. 


I hope this at least helped you a little bit. Now, you can step back and create some frameworks that will help you organize your steps in building your business. 

Because it really does help me!

P.S. Make sure to watch the full episode – I share some valuable digressions in it. 

If you have any questions or you want to suggest a topic for the podcast, shoot me a message on social media or in my text community (917-636-1998) and let me know!

If you’d like to get bonus Performance Marketer content, sign up for my SurveyDetective VIP waitlist!

🕵️‍♂️  Sign up for the SurveyDetective VIP Waitlist HERE

I’m looking forward to hearing from you! 

See you in the next video!


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Read Full Transcript

Eric Beer 00:00

Frameworks are systems or processes where you kind of lay out 1-2-3-4… They're like chapters in a book, right? Or scenes in a movie. There're frameworks that are sitting inside of other frameworks.

I spent the last 17 years building my eight-figure performance business without using any of my own money, working with some of the most brilliant direct response marketers in the world today. Now I’m looking for entrepreneurs to join my affiliate army built on ethics, transparency, and good old hard work. Join me to change the perception of how people view the greatest business in the world, affiliate marketing, and follow along as I learn, apply, and share performance marketing strategies, working with some of the brightest people on the planet. My name is Eric Beer, and welcome to the Performance Marketer podcast.

Welcome to everything lead gen, home of US market makers. My name is Eric and every day in this channel, we talk about everything lead gen and performance-based marketing. And today, we're going to talk about frameworks. One of the things that I struggle with is when I start helping people, for me, I have major ADD, right? Anybody know what that means? It's, you know, trouble just focusing like crazy running around just like doing 25 things at once. When I focus, that's when I'm at my best. If I laser focus on something, I kill it. When I'm all over the map, I half-arse everything, and I don't get anything done. I want to start off with something here that I learned recently from one of my mentors, and I want to explain it to you guys. So, you guys can understand from my perspective how I'm going to try to teach you some of the things that may be complicated, or you may feel overwhelmed. And by creating frameworks, it's allowing me to simplify what it is I'm showing you how to do. So, that we can always go back to those things for me like I could start talking and then all of a sudden, like, I go on these tracks, my mind starts going in this one place and I start moving down a direction, I'm lost, I start talking about something I'm like, Wait, what are we talking about? And like, because just my mind's going crazy, right? And what frameworks do is they allow me to stay on the tracks. And I'm going to go through this right now and just show you what that actually means. And I'm gonna explain right now, what a framework is, ultimately, a framework is a basic structure of a system or process. So, what it does is it allows you to take a 30-foot view, and map out the process. Now I learned this from Russell Brunson joined his inner circle a few years back, great guy really knows the business. Well, I enjoy being around him. He's got a little bit of ADD, like me. And he found work for him was these frameworks. And he started to teach some of this and I was like, Oh, my God, this is great. This really does help me. Because what will happen is when I create these, these step-by-step processes, if I'm communicating that to somebody, and they start to go on a rant on, you know, this tunnel that I go down on my brains going into like, the creative mode of oh, you but you could do this that, all you need to do is think back to alright, what step Am I on in that process, and it gets me back on my tracks. And I'm able to then stay focused, and continue on, I don't lose the people that I'm communicating with. Because we're staying focused on a framework, I need you guys to just understand what this is before I start to just go in and start teaching stuff. So, you ever get a present where someone gives you a box, right? Last year at our holiday party. One, we all got presents for each other. And one of my guys got a present for a friend that is who's also in the company. They both work in the company and but they know each other outside of our company in their friends forever. And he played a joke on him where he got him a gift. But what he did was he got him this big box, right? And he opened up the first box, and then there was just another box. And then you open up that box, there was another box and you open up that box, there was another box, and it kept going for like four or five times it was pretty funny, right? Like, it's like, Oh, you think you're getting something it's like a box within a box within a box within a box. And eventually, he did actually get him something which is really thoughtful. And it was just kind of funny. And I remember from last year, I kind of think about it in that way when I think about what frameworks are. Because while frameworks are systems or processes where you you kind of lay out okay. 1234 They're like chapters in a book, right? Or, you know, just scenes in a movie, right? Well, there's frameworks that are sitting inside of other things. frameworks if you look at it, if the box within a box, right, so if you see on this picture here Akata, like look at it, it's a box and another box, another box, right? Well, our Christmas party he did that it was pretty funny. We had a good laugh about it. But it really applies to how frameworks are, right. And the way that it works is, if you look at it, we have our framework, right? So, if we have a framework, let's say about, you know, traffic, we would have step one, step two, step three, step four, step five. So, this would be the five steps on how to get traffic, write this in my traffic framework, right? People name it, their method, or their perfect webinar, right? Like we're doing quizzes and surveys, right, the perfect survey, whatever it is like, but the idea of naming some of these frameworks is so that you can brand yourself in the marketplace, become the category King, and then people can refer to your name, right? That's what people are pretty much doing. But the frameworks relatively stay the same. But the thing is, is that when you look at this, there's the high-level framework. But what I mean by a box within a box, is if you see here, there's going to be a framework within a framework, right? So, what I mean by that is, if you look here, you see my awesome framework. And I have step one, step two, step three, step four, step five, within step one, now when we go into that, we're gonna have another framework that we're going to talk about, on how to execute on that first step within the main framework. So, I hope that the visuals helping you out a little bit, because I want you guys to understand this, as we move forward, and I start to show you different things within this whole arbitrage space on how to do it, what I'm going to work really hard to do is create these frameworks, these steps, these processes, these systems that you can circle back on when you get confused. And we're going to try to simplify things, right? Because when it comes to this, things change all the time, you can go and we can talk about like how to buy media on Facebook, or what to do on tick tock, first of all, Facebook is changing the meta things change, right? Facebook's going to change. So, it was tick tock, but they all have relatively the same concepts, the same frameworks, when you're going and buying traffic there, that same things you're going to do on any platform, all apply, if you create the framework, and you kind of back up and look at it as Alright, the platform wants good content, right? They want you to create a good user experience for the user. If you do, they'll keep you there. If they don't, then they bounce you off, or they shut your ad account down. Pretty simple stuff, like how to go viral, it's ultimately create good content, people love it, they want it, then the platform that you're on is going to share it because their goal is to keep people on those platforms longer. By creating this framework. And kind of giving you the idea of what you need to accomplish within the framework to to have success will help you when you apply this to whatever it is you're doing. Right, whether it's you're buying traffic on Facebook, or you're buying traffic on Instagram, or Google or wherever, I just want you to understand that as we go into this, because here is like a simple concept of where I'm talking about the traffic framework. So, if we look here, a i s t p, this is my traffic framework. So, ultimately, I'm using this right now. And I can apply this to anywhere I buy media, right? What does it mean? Attract? Identify, segment, Target, and position? Do you guys understand that? Like, could I just walk away from you guys right now? And then you go and you get traffic? No, you can't? Right? Because you still need details on what it means? How do you attract users? How do you identify who you want to work with? Who are your potential customers? Right? How are you going to segment them? What kind of targeting are you going to do? And how are you going to position your brand for your segments for your potential customers, right? So, ultimately, I wanted to give you guys this concept, because what's going to happen is, I'm going to give you these different steps as we get going. So, I'm going to dive into this a little bit more. But I wanted to go through this and make sure you guys understand what a framework is what we're trying to accomplish. And ultimately, if not for you, it's helping me because it's keeping me on my train tracks. Otherwise, I can go down a path talking about how you can attract customers, leads potential customers, right when you're buying media and I could start talking about that and just get lost. But then what I started to think about is oh wait, alright, what's the next step? I can go down that tunnel, that rabbit hole start talking about You know, some crazy stuff, we're having good talks and, and all of a sudden, large time I got it, I got to keep going, where am I at? I know I gotta go look at AISTP. So, I just go, alright, I was on a track now. Now I start talking about how I identify who I want to work with, right? And then you know, same thing, keep going. And it's like, alright, well, then I go down to the segment part, right? And I just in my mind can picture it right. That's why in this world, like what I do is I, you know, the whole survey software that you're creating surveys, creating quizzes, creating assessments. That's why it's so powerful. Right? If I gave you a visual of this, which can be helpful, right? Here is the Attract where it's an ad, on Facebook, you're trying to get somebody's attention, then you're going to have people answer some questions. In this awesome survey, awesome quiz, you're creating this really cool thing? Where creating some curiosity, right? How do you attract some you create curiosity, you make it selfish, for them something that will be something they can improve on or learn about themselves? Right? They start to answer some questions. As they're answering questions, you can start to learn things about them. So, you're able to identify who they are. And all you're really trying to do when you identify who they are, is to figure out how you're going to segment your traffic, which buckets are they going to go in, you'll already have your segments created, you already know, you just got to figure out which one do they belong in. And once you do that, now, it allows you to create a target market, right? Each one of these would be a different target market, when you have different target markets, each one of them should be different, it should be very clear on each segment, which one belongs where it's very polarizing. So, what you're doing is you're grouping them by similar characteristics. But hypothetically, let's say you segmented by objections and challenges. Well, we know if any of you have listened and gone through the 30 Day Challenge, or, you know, Russell, vehicle, internal, external, right, those are the three objections, what we say is, a consumer usually is one of those three, they either don't believe in the vehicle that you're trying to sell, or they have something internally, they have some insecurity that they're struggling with, or they're struggling with something outside of their control, like they don't have time, they don't have money. Typically, if you can get past these two, this one is the easy one to get over. That's just excuses. For the most part, there's always a way if you can get past the vehicle and get them to believe pretty much a closed cell if you know what you're doing. Right. But so if this is the segments, vehicle, internal, and external, now, each target market is now going to be positioned differently, your message to each of these three different segments will be different, what you're going to do when you position is you're going to create some perception, your product, your offer, your service does not have to change, you could have the exact same offer on the back end, and sell it to all three different segments. But you want to focus on whatever that objection is, if you have people that are struggling with believing in lead generation and how to arbitrage media and how to use surveys and quizzes to generate leads, I have to focus on getting them to believe that this vehicle, this process, this vehicle, the the whole survey method, perfect serving method, right let's call it that the AI STP can work, then I have to make them believe that they can do it. Right. Like I don't have any marketing experience. I don't need tech skills. I can't do that. Either. Why? I don't tech skills either. Right? You don't worry about that plenty people out in the world that you that you have to worry about that you don't worry about the how, right if you're smart enough to know about your business, you can do this. Right. And I have to commend some of that. But the thing is, is if somebody's struggling with that they don't have marketing experience. That could be an objection, why would I talk to them about the vehicle? Why would I try to continue to convince them that this is the right thing. This works, they already believe it. So, the idea is that you're going to niche down to focus on each specific objection. And then what you're doing is you're just positioning your product or service for whatever the objection is, right? If someone says that they have no market experience, then you then have to figure out how to overcome that objection to get the person to buy. If the person says, Oh, I believe that I could do it, even if I've market experience and I believe in the vehicle, but I really can't afford it. Well, then I would have to focus on that aspect. That objection and what I would be doing is I would be positioning my product or service market positioning for each of those specific segments. And I, we talk about just a simple little blurb like on the end, right? When we get this, when we get to the results, I would then focus and I would customize this, right, we have logic, branching logic outcomes, right? Like, they'll be different outcomes. So, what happens is like your three pages, then you'd have your three outcomes, each of these pages would end up being different, but really only, like the first few like sentences to paragraphs are different. And when you transition into the part where you start to sell your product, then after you get over, relating to them, and talking to them, and explaining to them that it's silly, what they're thinking, you don't need the money, you really just need hustle and time, right? You don't need marketing experience, because I'm literally handing 20 years of experience right here and showing you exactly how to do this, we have a system that you can execute this on, you don't really need tech skills, but there are tech people that can help you within our programs or externally. And this works, I'm in the vehicle works, I have plenty of case studies to show you that this works. And that's that's really pretty simple. The idea is that I would be doing whatever I would be focusing there on the positioning. So, to give you guys that idea, right. So, like, to high level, like, we're gonna be talking about these things, a bunch frameworks, right, it's gonna keep me on track with my ADD to thank Russell for that. And ultimately, we're going to dive in and try to get you guys to understand all about lead gen, we're going to talk about how you can arbitrage media, how you can become a market maker, AI STP. It's a traffic framework for me, perfect survey method, perfect traffic method. I don't know. We got to come up with something if anybody has any ideas. I'm all I'm all for throwing my way. But so, guys, that's all I got right now for this. I hope this is helpful. If you have any questions, comment below, subscribe, share this text me 917-636-1998. And yeah, appreciate you being here. Hope this at least helps you a little bit with when you're laying out your business plan or what you're doing, you can step back and create some frameworks that will help you with organizing your steps in your process of building your business. Because it really does help me so with that said, guys, appreciate you. Thanks. See in the next video.

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