Dennis Yu

Do you want to be "acquired"?

I’m not talking about your company being acquired. I’m talking about looking at the language you use in your marketing campaigns. You have customer “acquisition” campaigns, email “blasts”, and other military conquest terminology. But put the shoe on the other foot and see how this looks from the customer’s perspective.

Pretend you’re the customer to see how silly this is.

I was “acquired” through a social media “campaign”. After getting hit by your email “blast”, I was converted.

If you believe in relationship marketing, inbound marketing, content marketing, social media marketing, public relations, or word of mouth, you know that you’re dealing with humans on the other side of your marketing cannon.

Imagine if you were actively dating and told an attractive prospect that you’d like to “convert” her on your first visit. You’re practicing your “call to action” on various women, but find that they get turned off by that. So you resort to increasing the frequency of your pickup lines.

And you heard that 127 characters are the ideal length for your copy at you should say it at precisely 10:35 am on Tuesdays. Then any random female you meet will convert then for sure. It’s just not working and you’re having trouble.

There are so many bars out there and it seems like a new bar opens every minute– Snapcrap, Faceboogers, Instahookup. You buy these special tools (an overpriced copy machine) to print out your flyers since they promise immediate conversion. But that works about as well as that exercise equipment you bought on late-night TV– you still don’t have six-pack abs, and can’t even climb a small hill.

So you hire a dating coach (digital marketing consultant or agency) who has been to these places to “blast” them on your behalf. Now your messages are all over every random telephone phone and on the backs of those free magazines you pick up on the sidewalk, and it becomes nothing but the noise that passers-by barely even glance at (spam).

Further, you’re an expert in X, which is what your company produces. But the agency (an expert in social media and advertising) doesn’t know about X, so they just apply the same broad matchmaking strategy because they don’t have anyone who meets your criteria (goals). They’re hoping that by wading through every match and wasting your time and money on dating (campaigns), you’ll somehow land on the perfect one (targeted audience), and you’ll be perfect together.

Long story short: you won’t. You fear you’ll be forever alone, so in your desperation, you turn to Facebook and look for people who are single, and call them out of the blue to ask for a date (Cold calling). The majority laugh and hang up, though maybe out of the thousands, you’ll find that one person who will say yes.

Analogy aside: It’s all about nurturing your relationships, and never trying to sell. The antithesis to this is cold calling, which you should avoid at all costs. Without clearly defined goals and criteria, you’re wasting time and budget on serving a message to irrelevant people who won’t care and won’t convert. 

Always keep the GCT triangle in mind from our 9 triangles framework when working on these campaigns, and when you find your “WHY” and have a strong personal brand, there’s no need to ruthlessly sell.

https://www.youtube.com/watch?v=B8yQepWnGF0

So, would you want to be “acquired”?


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Dennis Yu

Dennis Yu is co-author of the #1 best selling book on Amazon in social media, The Definitive Guide to TikTok Ads. He has spent a billion dollars on Facebook ads across his agencies and agencies he advises. Mr. Yu is the "million jobs" guy-- on a mission to create one million jobs via hands-on social media training, partnering with universities and professional organizations. You can find him quoted in major publications and on television such as CNN, the Wall Street Journal, Washington Post, NPR, and LA Times. Clients have included Nike, Red Bull, the Golden State Warriors, Ashley Furniture, Quiznos-- down to local service businesses like real estate agents and dentists. He's spoken at over 750 conferences in 20 countries, having flown over 6 million miles in the last 30 years to train up young adults and business owners. He speaks for free as long as the organization believes in the job-creation mission and covers business class travel. You can find him hiking tall mountains, eating chicken wings, and taking Kaqun oxygen baths-- likely in a city near you.
I'm a member of Blitzmetrics Academy and a friend of Dennis to boot. Not only is Dennis highly intelligent and full of great and creative ideas, he's also incredibly generous with both his knowledge and his time. Success couldn't come to a better guy. Thank you for all that you do for the world, Dennis! 🙏

Michael Pacheco

Marketer

Thanks 🙏 for being shining light in this industry. Love what your building for works overseas too network for jobs so innovative. Dennis helped me navigate having bad experiences with marketing agencies and doing dollar a day marketing which has helped my personal brand tremendously. Highly recommend.

Eric Skeldon

Founder at Kingdom Broker

Working with Dennis has been a delightful experience. After meeting him in 2015 I got to collaborate with him on countless occasions. His understanding for state-of-the-art marketing, his implementation, and his leadership put him into the top 0.01% of marketers and mentors.

Jan Koch

Ihr kompetenter Partner für innovative KI-Strategien.

I had the pleasure of interviewing Dennis for my podcast in 2021 and since then we have maintained a friendship that grows with each interaction. I have seen Dennis' devotion to his friends and clients firsthand, and our conversations often result in us talking about how we can provide more value to the people around us. He is someone whom I can ask questions on a technical level, and look to on a personal level. If you have any hesitancy about hiring him, get over yourself and do it!

Isaac Mashman

Help scaling personal brands.

Geez, where do I start recommending Dennis? First, he is an absolutely brilliant marketer who understands where marketing is today and where it's going tomorrow. He also has an incredible passion for the International Worker community. The lessons he has taught me from his almost 20 years of experience hiring International Workers have been immense. Most importantly though. Dennis Yu is someone who wants the absolute best for you and is willing to tell you the truth. Dennis sat with me at a point in my business where I was floundering but did not want to admit it. He asked some very straight forward questions to get me to admit my issues, highlighted the issues, and then helped me create a roadmap to success.

Atiba de Souza

International Keynote Speaker | Video Content Superman | Superconnector |

Dennis, which I had the pleasure of working with is one of the most giving, honest and tell you as it is person I ever know. The knowledge this man has is remarkable and he just gives it out freely. He is not pretentious and always entertain anyone big or small in the industry always willing to help. If you ever get a golden opportunity to work with him or mentored by him say YES!. You will notr regret Dennis, which I had the pleasure of working with is one of the most giving, honest and tell you as it is person I ever know. The knowledge this man has is remarkable and he just gives it out freely. He is not pretentious and always entertain anyone big or small in the industry always willing to help. If you ever get a golden opportunity to work with him or mentored by him say YES!. You will not regret

Nixon Lee

The PR Whisperer

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