I recently had an incredible conversation with marketing genius Draye Redfern, who has worked with household names like Chris Voss, Peter Diamandis, Benjamin Hardy, Jay Abraham, and even Daymond John from Shark Tank.

What I discovered was absolutely eye-opening - and I knew I had to share it with you right away.

As a Reminder, Our Goal with this Newsletter is to Give You the Highest Level of Value Possible.] That's my Promise to you & I intend to Over-Deliver!

Here's a Sneak Peek at What's Inside This Email:

• The #1 marketing shift you need to make in 2025 to stay competitive

• A powerful framework called "ANCHOR" that's transforming how top businesses operate

• Why direct mail is making a massive comeback (and how to use it strategically)

• The truth about AI in marketing that most people are missing

• My personal story about the power of consistent marketing (involving burgers!)

Alright, let's Dive In...

The #1 Marketing Trend You Need to Know for 2025

"The biggest thing right now for 2025 and beyond is you have to be on multiple platforms or have different ways of bringing leads in."

That's what Draye Redfern shared with me, and it immediately resonated. We've seen Google slaps, Facebook changes, iOS updates, cookie tracking issues... one thing after another.

The days of relying on a single platform are OVER.

What's working now is a multi-channel approach that diversifies your lead generation. If you've been solely focused on SEO, you're now vulnerable to the rise of no-click searches with AI tools like ChatGPT and Perplexity. If you're all-in on Facebook, you're at the mercy of their next algorithm change.

Smart marketers are spreading their efforts across multiple channels, creating a safety net for when (not if) platform changes occur.

But here's where it gets really interesting...

The ANCHOR Framework: A Complete Marketing System

Draye shared his powerful ANCHOR framework that's been the secret sauce behind many successful businesses:

A - Attract: How you bring in leads (25 different methods)

N - Nurture: Building relationships with leads who aren't ready to buy

C - Convert: Turning prospects into paying customers

H - Humanize: Creating genuine connections in a digital world

O - Optimize: Analyzing data and improving performance

R - Retention & Recurring Revenue: Maximizing customer lifetime value

What I love about this framework is that it addresses the entire customer journey, not just the "sexy" parts like the lead generation that most marketers focus on.

Let me share some key insights from each component:

Attract: Beyond the Basics

While most marketers obsess over lead generation, Draye points out that depending on your business model, you might only need 10 quality leads per year to build a seven-figure business.

The key is matching your lead attraction strategy to your specific business needs. For some, that means aggressive scaling of ads. For others, it means focusing on quality over quantity.

Nurture: The Overlooked Goldmine

This is where most businesses drop the ball. They focus on immediate sales, ignoring prospects who aren't ready to buy right away.

Draye recommends creating a 52-week email nurture sequence that's time-agnostic. Write it once, set it up to automatically cycle, and you've built an asset that keeps working for you year after year.

Think about it: do you remember an email you received a year ago? Probably not! This means your content stays fresh and continues to build relationships with your audience over time.

Convert: Know Your Numbers

The conversion stage is where money starts coming in, but Draye warns about a common mistake: not knowing your true numbers.

He shared a story about an 8-figure brand that thought they were "crushing it" with their book funnel, spending $200 to get a $250 sale. Sounds profitable, right? Except they were forgetting to factor in their COGS, shipping, admin, fulfillment, and warehouse costs. They were actually losing money on each sale!

This is why having clear visibility into your actual conversion metrics is critical.

Humanize: Creating H2H (Human to Human) Connections

In a world of B2B and B2C, Draye emphasizes that we're really in an H2H economy: Human to Human.

One simple but powerful tactic: use people's names consistently. As Dale Carnegie taught, the sweetest sound to anyone is the sound of their own name.

Draye's team takes this a step further with personalized web pages. When onboarding a new client, they create a custom URL with the client's name, personalized welcome videos, and other touches that make people feel seen and valued.

"If this is how good you're going to treat me before I'm even a client, what is it like being a client with you?"

Optimize: Data-Driven Decisions

This is usually the least favorite area for business owners, but it's crucial. Draye emphasizes the need for third-party attribution for your ad platforms since "the platforms will lie to you."

Tools like HyrosClick Magic can provide the accurate data you need to optimize your marketing efforts.

Retention & Recurring Revenue: The Profit Multiplier

It's 5-25 times more expensive to acquire a new customer than to retain an existing one. Yet most businesses focus primarily on acquisition.

Draye shared a fascinating example of a client who sells a metal testing device (a one-time purchase). They added a software component that analyzes the test results, creating a recurring revenue stream that tripled their revenue!

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The Direct Mail Renaissance: Why What's Old is New Again

Here's something that caught my attention: Draye is seeing massive success with direct mail campaigns. Yes, physical mail!

Why? Because "people's mailboxes are empty and their email inboxes are full."

While everyone else is fighting for attention in crowded digital spaces, direct mail offers a less competitive channel with higher engagement rates.

Draye broke down his 3-step direct mail strategy:

1. First Mailing: A blank #10 envelope with handwritten name and adDrayess, containing a one-page sales letter. The "awful handwriting" makes it look personal, increasing open rates.

2. Second Mailing: A handwritten note (using robots or services that create authentic-looking handwriting).

3. Third Mailing: For high-ticket offers, a "lumpy mail" package or video brochure. The most advanced versions include IoT technology that tracks when recipients open the mailer and how long they engage with it!

Imagine sending out video mailers to prospects and knowing exactly who watched your entire presentation multiple times. That's who your sales team calls first!

Yes, video mailers cost between $11-50 each, but for high-ticket offers, the ROI can be incredible.

AI in Marketing: You're Probably Doing It Wrong

While on the topic of innovation, Draye shared a perspective on AI that I found refreshing.

Most marketers use AI to write blog posts or social media content. That's fine, but it's just scratching the surface.

Here's a more powerful approach: feed AI your sales call transcripts and ask it to analyze which responses most effectively overcome specific objections. Now you're getting actionable insights that directly impact your bottom line!

Draye's team dedicates every Friday afternoon to experimenting with AI tools. This has given them a massive competitive advantage as they discover which AI applications truly move the needle.

Listen or Watch the Full Episode as a Podcast!

My Five Napkin Burger Story: The Power of Consistent Marketing

This reminds me of a personal experience that perfectly illustrates the power of consistent marketing...

Back in 2019, I visited a restaurant called Five Napkin Burger in New York City. The waiter offered free fries on my next visit if I signed up for their email list. I did, thinking I'd return soon.

Then 2020 happened. Then I moved to Austin in 2021.

But Five Napkin Burger kept emailing me. Every. Single. Week. For five years.

Fast forward to December 2024. I'm back in New York with Draye and some friends. It's cold, slightly snowing, and we're hungry. Suddenly, it hits me - "We have to go to Five Napkin Burger!"

I showed everyone my email inbox with YEARS of consistent marketing from this restaurant. We walked past several closer burger places to get there, all because of their persistent email marketing.

And yes, the burger lived up to the hype. I finally got my free fries—five years later!

The moral of the story? Consistency in marketing creates opportunities you can't even imagine. Five years later, I brought a group of hungry entrepreneurs to their restaurant purely because they stayed top-of-mind.

Two Parting Pieces of Advice

Before I wrap up, I want to share two final nuggets of wisdom from Draye:

1. Write your book in 2025. Even if it doesn't become a bestseller, having a book opens doors for speaking engagements and establishes your authority. Draye has made "hundreds of thousands if not millions" from a book that took him just four days to write (pre-AI!).

2. Try something new every quarter. If you're only running Google ads, try Facebook. If you're only on Facebook, try YouTube. If you're doing all digital, try direct mail. Three out of four new initiatives might not hit, but the one that does could transform your business.

Ready to Implement These Strategies?

I want to invite you to a 1-1 Strategy call with my Team to map out a Video Marketing Strategy specifically for your Business!

This is a 45-minute call where we’ll dive into your Business, your Goals & map out a Custom Strategy to help you Achieve them through YouTube!

Fill out the Quick Booking form to Schedule your Strategy Call.

More Value Coming Next Friday!

Stay Tuned for More Great Value & Content Coming your Way!

Here’s a Sneak Peak at What’s Coming Next:

• More Free Trainings & Resources — In your Inbox!

• Real Case Studies & Examples of the Marketing Funnels that Scaled Coaching Businesses past 7 & 8 Figures

• The REAL on-the-ground insights into what’s going on in the Online Marketing & Coaching/Consulting/High-Ticket Industry (Based on our Insights working with Thousands of Clients)

• The Latest YouTube Ad & Marketing Strategies as we Discover Them - So that you’re Always on the Cutting Edge

• Guest Articles, Videos & Podcasts from the Top Marketing Minds of Today — Stay tuned for some exciting announcements around this ;-)

• And a LOT More…

I’m serious when I say I want this to be The Most Valuable Newsletter You’re Subscribed to — Look out for us in your Inbox Every Friday!

I’ll see you in the next one!

To Your Success,

- Aleric Heck | Founder & CEO of AdOutreach

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