Conversation Marketing: Let’s Talk About Underpants Gnomes

Conversation Marketing - underwear hanging on a line

“Hey Coop, can you tell me how your lead-nurture process works for Two-Brain?”

I got this email a couple of weeks ago, and it made me smile.

I’ve been writing love letters to gym owners for over five years. Every day, over a dozen people write me back with questions like this. I also interview interesting gym owners on our podcast. And we tell stories about great gym owners on our YouTube channel and on social media.

A few times every day, I pop into Gym Owners United to answer questions and share resources wherever I can. Every single day, I get Facebook messages from 30-40 different people asking for guides or resources. It’s all part of my conversations with friends like you.

The average person has a six-month conversation with me before buying anything from me. Usually, people wind up asking for mentorship when the time is right for them.

The answer to the emailed question about my lead-nurture process?

“You’re in it.”


What the Gnomes Didn’t Know


If you want to get good at marketing, you have to get good at conversations.

Conversations bridge the gap between advertising and sales.

A graphic showing blue castles labeled "ads" and "sales." A bridge labeled "conversations" connects them.

Advertising gets someone’s attention. Sales gets their money. But the space between the two has always been clouded in mystery—like the business plan of the Underpants Gnomes from “South Park.”

Phase 1: Steal underpants.

Phase 3: Profit.

What’s Phase 2?

Phase 2 is conversations.

Conversation marketing is part content marketing, part lively chat and part persuasion. Some would call it a “lead-nurture strategy” or “trust building.” I call it “winning hearts and minds.”

Before people will buy from you, they have to know you, like you and trust you. How do you get to know someone? How do you grow to like them? And how is trust built over time?

Through conversations.

In this series, I”m going to give you some tactics to bridge the gap between awareness (they’ve heard of you) and purchase.

Then I’m going to invite you to spend a day with me and my friend Mike Warkentin so you can learn exactly how we use conversations to build a business.

Two-Brain Storytelling Workshop


Other Media in This Series


“Conversation Marketing: 4 Steps to New Sign-Ups”
“Conversations for Retention: Start Talking, Stop Losing Members”



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