Secret # 1

Not my invention.

These secrets are not my own invention. I'm simply summarizing the best marketing practices I’ve learned, tested, and implemented over the past 10 years and presenting to you as bullet points. [What are the best marketers to follow? Ask me.]

Secret #2

Clarity.
"If there’s one thing you need to succeed, it would be clarity." – Dan Henry. That’s right, if nothing else, every statement you make should be clear—what you do, how you do it, and how to get your product or service.

Secret #3

Business Message.

Not your mission statement or your vision statement—that stuff is outdated. You need your business message. In one sentence, say who you are and how you help your clients. It has to be super easy for your customers to understand and for your team to follow. If you’re using words like “comprehensive” and “striving”—kill me now. If you say something like: “We paint all kinds of crap with precision”— clients get it, your team know why they come to work every day.

Secret #4

The Redefined Marketing Formula.

It used to be a secret—now it’s everywhere. But it still works like magic. Here it is: “I help (your audience) achieve (their desire) without (roadblock/challenge) by (method/product/service).” Examples:

“Have bugs? Get rid of them without hiring a professional. Here I am—Pestie. We’ll send you a pro kit so you can do it yourself.”

“Have a headache? You need Tylenol. Get it at Walgreens, conveniently located on the corner of Happy and Healthy.”

Notice what’s happening? I’m not selling Pestie or Walgreens directly. I’m selling the result. If I can convince someone that their desire can be achieved with a pro kit or Tylenol, then all objections about why choose Pestie or Walgreens disappear. Genius. That’s why it’s called “redefined.”

[Would you like to know your redefined marketing formula? Ask me.]

Secret #5

Uniqueness.
How to shine from the rest? It’s easier than you think—even in the most competitive fields. Ask yourself “What’s truly important to me?", “Where do you shine the most?" Or. “What would I want on my tombstone?”

Examples:

Mine. On my grave: “Ula, who made everything beautiful.” That’s my uniqueness. I capitalize on it: "I make beautiful websites."

Now let’s say you're a realtor. You could stand out by saying: “I answer the phone anytime, anywhere—dedication like no other.” Or. “I’m a realtor who creates stunning home videos using models, drones, and montages by a professional videographer.”

Your bliss sells, the shine is your uniqueness.

Secret #6

Don Miller.

Don Miller’s StoryBrand isn’t just another marketing idea—it’s the blueprint. It’s the foundation I use when building websites, and it’s used by both the smallest startups and the largest marketing agencies in the world. What a revelation!

Here’s how it works: Your ideal customer is the hero of a story. But they’re in trouble. They have a problem or desire they can’t solve on their own—if they could, they wouldn’t be in trouble in the first place.

You come in as the experienced guide. You offer them a clear plan. You encourage them to take action. If they don’t take it, they are screwed. If they do, they get what they want, feel fulfilled and grew as a person. And just like in any great story, there’s a moral at the end - a philosophical fulfillment.

If your website includes all of these elements—directly or indirectly—it instantly communicates that you understand your client’s world. And when people feel understood, they will love to do business with you.

Secret #7

Branding.
Branding is not a logo. It's the vibe and culture of your business. It has to feel like you and relate to your clientele. Think of colors, tone of voice, fonts, speed, values you stand for, and overall atmosphere you create. No worries, we'll ask AI to help us out with that. [Would you like to know what questions to ask? I bet you would. Ask me.] Once you know what your brand vibe is, it will be easy to create social media posts, advertising, presentations, etc. You will always "look" good.

Secret #8

Website.

If a client chooses to open your website, you are already a winner. They picked you! That’s a big deal. So—don’t screw it up. Your website should give them the most effective, clear, and confident way to do business with you.

I don’t understand why some websites send their visitors off to “browse more.” Realtors do this all the time—sending potential clients to browse properties. Guess what happens? They leave your site, get overwhelmed, and don’t commit to anything. My way would be asking them to leave their wishlist.

Same with doctors. Too much information leads people to diagnosing themselves, which creates even more frustration. If someone is on your website, chances are they’ve already done the research. They’re ready for your help.
Have the most convincing and efficient way to book an appointment with you.

Secret #9

Website Sequence.

Logo (it can be designer logo or just a name with a selected font)

One button: BOOK / SHOP

Contact info (make it easy to contact you)

Your Business Message.

Call to action (a button again; a strong call to action shows you’re confident in your services)

Credentials (why do they have to listen to you?)

A Plan (how it works working with you?)

How to get what you offer (tell them what to do; it can be a form, calendar, or button to a contact/landing page)

What will happen after they receive your service/product?

What would happen without your service?

What is the bigger, philosophical picture you have for your client? (How will your client feel after using your service, after the transformation?)

Footer with contact info, social links, and copyright

Make sure all links work

Have automation set up so guests can receive their confirmation, welcome email, etc.

[Do you need a website? Gues what.... Ask me.]

Secret #10
"Marry Me” vs. “Go Out on a Date”

This concept comes from Don Miller's genius. It applies to how you ask for the sale.

A strong “Buy Now” call to action is like saying “Marry Me.” It works in some industries—like retail or products people are already familiar with. But in others, especially in marketing, coaching, or consulting, people need a little more trust before they’re ready to commit.

That’s where the “Go Out on a Date” approach comes in. On my own website, I use “Book an Appointment”—but I know not everyone will be ready for that. So, I also include “Click to See My Case Studies.” It’s a softer step that lets potential clients get to know me, builds trust, and helps them feel confident before they move forward.

Secret #11

Social Media.

Meta, TikTok, YouTube, LinkedIn, Pinterest—don’t do all of them at once. Pick one. Focus. Perfect your presence there. Once it’s running on autopilot—meaning you’ve built a rhythm, your content is working, and your audience is engaging—then move to the next platform. Trying to master all of them at once will only leave you overwhelmed. Have fun doing it.

Secret #12
What to Post on Social Media?

What kind of voice you want to have on social media? This is where your branding really comes alive—your vibe, your colors, your tone, your energy, typography (words on images). What would make people stop and listen?

Interestingly, you can sell furniture and talk about cooking—if it’s done the right way. Let people see your “social self”— the version that people can "fall in love" with.

Secret #13
How Often to Post?

If you rely for organic traffic, post every day—thoughtful, branded content. You will get following and ultimately more business.

If you run ads, focus on creating an irresistible ad and post once a week.

And if you have a Facebook page just because you need one—maybe most of your clients come through word of mouth—then post once a month just to show you're still "alive".

Secret #14

Paid Ads.

Even with price increases, Facebook is still the most affordable advertising platform that delivers instant results. The best way to advertise is to stack your ads. Start with an awareness ad —an image or video designed to stop the viewer. Statistics are not going to give you great picture on how your audience is engaged, but you can run it for $1 -$2 a day. Then, stack a lead generation ad. This is where people exchange their information for something of the value: a downloadable guide, a discount coupon, or maybe an instant answer through a quiz.

Now with lead gen ad you will see results within a week. You’ll know how your ads are performing and how many potential clients you can consistently bring in each month.

[I have the whole lesson plan for Facebook ads. Or I can you it for you. Ask me.]

Secret#15

Irresistible Facebook Ad.

Choose image or video that stop the scroll. But the ad is all about the offer.

Give your audience information they’re thirsty for, a discount they can’t resist (spoiler: 5% off won’t cut it, make it 75%). Invitations, instant answers, or quick wins also make great hooks.
The copy structure goes like this:
– Start with “Hey [your audience]”.
– Call out their desires or pain points.
– Introduce yourself as the expert who gets it.
– Lay out a clear plan to solve their problem.
– Present the irresistible offer.
– What happens if they don’t take it?
– Finish strong with a call to action—give them a reason to act now.
– Repeat the offer and clearly tell them what to click.

That’s the "dry" foundation. But creativity is unlimited!

The ad doesn’t end with the ad. It’s usually the beginning of a funnel. So—what happens after they accept the offer? How do you turn that click into a client? You have to follow up. Nurture. Add more value. And through it all, make sure they feel a strong reason to act now.

[Would you like an example? Just... Ask me]

Secret #16

Google Maps.

If you have a physical location, fully stock your Google Business Profile: your photos, images of the outside, inside, your team, and your product. Post updates to your Google profile once a month to show Google how active you are. Your goal is to rank in the first 3 on Google Map search. Have a QR code at your office, so clients can leave a quick review. Reviews are everything. Send emails asking for reviews. Ideally, sent to happy customers.

Sync Google Maps with Bing Maps.

Secret #17

Reviews.

Sooo important. There are entire marketing firms whose only job is reputation management. Five-star reviews = more business. People trust a review from a complete stranger the same as if it came from a family member. That’s how powerful they are.

Secret #18

Email Marketing.

Email marketing sequence: value, value, value, ask for the sale... value, value, value, ask for the sale. What else? Just know this—your email list is your most valuable asset. Everything else can change: your location can close, Facebook can change its rules overnight—but with email, you can reach your clients directly.

It's your core clientele. Your repeat-business goldmine. Business owners are willing to spend thousands just to build their own email list.

Secret #19

Past Clients.

Milk them. Ask for referrals.

“Hey, just checking in! I have something I think you might love...”

And: "I have space for 2 new clients this month—if someone comes to mind, let me know!"

Secret #20

Testimonials.

It’s totally okay to offer something—like a free service or a discount—in exchange for a testimonial, especially a video one. Use them everywhere: social media, your website, brochures, you name it. Two testimonials are great. Two hundred- is better.
“Hi, I’m putting together some updated testimonials and would love to feature you. If you're open to sharing a few lines (or a short video), I’d be happy to offer (offer something) as a thank you!”

Secret #21

Social Proof.

I love social proof. People are total copycats. If they see someone has something—they want it too. It’s a huge deal: shopping bag logos, watch brands, artist names... anything that lets others see where someone got that thing. If it looks cool, desirable, or high-status, it sells itself.

Secret #22

Postcards, Business Cards, Bandit Signs.

I’ve seen so many business cards that go like this:
BIG LOGO: “GEMINUS”

Slogan: “Regional Care Group”

Contact info.

...So, what do you do?

Another:

Image: Eye. BIG LOGO: “VISION QUEST”

Slogan: “Business Plans, Events, Fundraising”

I honestly thought they were eye doctors.

And one more:

BIG LOGO: “CoAction”

Slogan: “We care about everybody”

Contact info.

What does it even mean??

So, you’re asking me to do the work and figure out what you do? I pass.

If you’re a guide helping your client—make it clear: your name, credentials, what you actually do, how to contact you, inspire action (action words help!) Your logo? Just an accent. How you help people survive and thrive should be the first thing people see and understand.

It can be as simple as this:

“Tree Problems? Call R&D Tree Removal (219) 123-4567. Insured in Chicagoland.”

“Get Your Health Answers” – Primary Care Physicians – call, email, visit.

“Creating Beautiful Websites Based on Marketing Formulas – Ula D, Marketing Director – Contact me.”

Secret #23

TV and Radio Ads.

I'm not an expect of TV or radio ads, but the same rules apply: call out your audience, address their pain or desire, introduce your credentials, give the offer, scarcity to act now, and outcome. Next time you see a TV ad, you will notice all the components. I ruined the joy of ad for life:)

Secret #24

Niche.

For example, I create websites, run Facebook ads, manage email marketing, and consult on marketing, sales, and visual merchandising. Sounds great? NO. That’s way too much to absorb. I advertise one thing: websites. Sure, I could say I do “digital marketing,” but that’s still too vague.
Narrow your business. Being really good at one thing is power.

Secret #25

Customer Service.

Customer service is expectation. Next time, I will write "27 Secrets of Customer Service". Have well-trained, well-cared-for staff and they will take care of your customers. Have the best email marketing and text automation software. Every detail counts. Received a challenging task? Figure it out, give extra, go the extra mile—now we’re talking great service! Such unexpected service of such an expected field will go a long, long way, and people will pay way, way more.

Secret #26

Where to Find Clients?

If you work from home like I do, go where your clients are. Join online spaces where your ideal clients hang out—and be active there (ideally).

Go to events. Personally, I don’t like networking events, but I enjoy social events. Tell people about yourself and your work. Basically, have an "elevator pitch" ready for everyone you meet. Don’t force anything, and don’t try too hard to “get clients.”

That brings us to the last secret...

Secret #27

Do Not Ever, Ever!

Do not, under any circumstances, beat yourself up. Pivot if needed. Most importantly, be patient—it takes about a year for a business to show its true colors. Trust your inner guidance. I often sit down, quiet my mind, and ask myself what I truly want to do. New ideas come effortlessly.

Actually, building a business should feel effortless. If you're pushing things to happen, chances are it’s only going to drag even more. Don’t push—allow it to happen.

In other words, if you don’t want to do it—don’t. Want to be lazy? Be lazy. Because if it doesn’t feel right, it won’t be fruitful anyway. Think less. Rest. Have time for yourself. Have fun. Live in bliss. That’s it - your business will live in bliss too. Oh, business—so exciting!

Have a good time!