SCORE WEBINAR: 10 Marketing Sins that will Kill Your Business
WATCH THIS MARKETING WEBINAR UNTIL THE END TO LEARN HOW TO CLAIM ALL YOUR FREE GIFTS!
UNEDITED AUTOMATIC TRANSCRIPT FOR
THIS MARKETING WEBINAR
00:04
Hey guys. We are just getting started in just a moment. The Okay,
01:04
now my address but she mean this hank is almost walked up. That’s it. Well, You should be had just.
01:29
Yeah, awesome. Wow. Quick fire run and doesn’t audio. We’ll make sure I got this. All right. Hello. Let’s keep businesses from going over the cliff,
01:43
shall we? We should don’t go over the claim. Yup. This is based on today’s webinars based on challenges we see with coaching clients that are coming to us all the time.
01:58
Almost every time we have a new client, they are challenged with $12.00, or 3 or more of these marketing challenges and, and we work our tail off to,
02:10
to fix that sort of stuff. So we’re going to talk about those today. By the way, if you are doing webinars yourself, this is the 1st no you should take,
02:21
you should make sure that you have all rights reserved slide to protect your intellectual property. So if you don’t have this slide, if you would like the car,
02:30
the copy that’s on it, you’re going to get our e mail address later. Send us an email, say i’d like your slide. You strip our information out,
02:37
you put your information in, you send it to your lawyer, get it approved, and then you have your all rights reserved slide. But let’s protect our,
02:45
all of our own intellectual property. Ah, so what could possibly go wrong? This is a flow chart i have is a while ago, the Internet marketing planners and I.
03:02
E, I took about an hour and was going through it and trying to look at how it all worked. Well, that’s why it’s all along. So,
03:14
but, but up there in the upper left hand corner, we do tell you where you should start. What happened a couple of years ago, with pandemic,
03:25
sped up a lot of processes that are happening in the marketplace. The work from home phenomenon had been happening more and more businesses were allowing virtual work.
03:40
But it’s this sped up a tremendous amount. The amount of times people were on the Internet, sped up a lot of things like way more podcast happened.
03:50
You know, there are a lot of things that happen and we found that charles darwin’s book on the origin of species, was adaptable to the business community,
04:03
wasn’t just the strongest of sir b. C. The survived are the largest businesses. But the ones who want to survive have to be the most intelligent,
04:12
the ones that are able to adapt the most and mast. Yeah, that’s never been a new thing, but the process was split up. But most of the original fortune $500.00 is gone over 80 percent it and they all made marketing and management mistakes as a small business owner.
04:34
And we know if you’re on this webinar because we know that we only attract small businesses. That’s our audience. Every bit of marketing we do is designed to help small business owners.
04:47
So that’s the message we give out. Those are the only people who find us. Most of you came from score and not who they attract as well.
04:54
So. So we want to teach you to avoid some of those little challenges. So today we’re going to talk about creating your targeted message because we do that with virtually every webinar.
05:06
Because of course, if you don’t have your, your target audience down cold, it doesn’t matter what you’re doing and marketing the wrong people are going to get the wrong message.
05:18
And we want to go through that. So going to show you a sense to avoid and give you some next steps are going to give you a bunch of free stuff to help as well.
05:27
Right. Take a quick look at audiences right now who roger carlson is here. Awesome. Roger is the author of the book, saving the word before breakfast.
05:39
That’s very cool. All right, if you have questions, we do have a chat open. We’d like to ask you to hold onto him at the end,
05:47
we will take any questions. It just helps us get through the flow if you, you know, unless it’s one that, Oh my God, I absolutely.
05:56
If I don’t get an answer to that question, I can’t possibly listen anymore. Okay, fine, put in the chat will help, will answer it as quickly as we can Just a bit about us.
06:07
So yeah, you know, we are, we’re, we’re small business coaches for the overwhelmed and over thinkers. Our business began a quarter of a century ago in the promo business,
06:19
we put logos on stuff and we would give away marketing tips as a bonus, but we always knew that the business would turn into what it is. Now what we do,
06:28
we still have the promo company, but we’re, we’re business coaches and that lever has changed. We see that a lot with a lot of people start their business that way.
06:38
Yeah. They have a job, but they have the side gig in the so I get changes for us. It was just a matter of we had a business and we wanted to change.
06:47
And the 2 things that happened that made that happen much faster was that that sharon joined the company with her background in h R and office systems and an online marketing.
06:59
And we figured that when we’re doing our coaching out, our masterminded gave us a different direction to go rather than only doing one on one coaching which we do with every client.
07:11
We also set up a mastermind that allows us to, to use that high mentality and give answers on a much different level. Because most coaches we saw,
07:22
they were really all alike. They had what they had and what we needed. So we created our own coaching program that, that had the things that didn’t exist for us.
07:31
We’ve had challenges. One, we moved to sedona at 1st. We were there for 70 years and we had a we, we were changing our business and that we thought we would take our small business,
07:45
break your boot camp model. We do our boot camps a couple of times a year, and we would do one boot camp every month, but would it be for a different type of business?
07:55
women own business minority on business, legal business, whatever we had it, we had a dozen different possible ones where we do those and the challenge, we didn’t figure.
08:09
And we found this out after we had been at sedona for over a year and met a lot of other people that had the same thought is getting people mentally to figure out how they’re going to get from phoenix to sedona.
08:22
That 2 hour drive or trip up to 17 was amazingly difficult. If they couldn’t fly directly into a town, they didn’t want to fly from around the country to go to an event.
08:36
So sharon looked at how people were searching for us and they weren’t looking for our corporate name and the types of marketing. So we switched it to you off created and we changed our business model again.
08:48
Now that was twice in 15 months. We changed our model. Yeah. So he can be done, but we do not recommend plans. Little bit expensive,
08:56
expensive and time consuming in oil so. So if you’re about to change your name and you want some advice on that, have, will been there done that?
09:05
Yeah, we know how to get you through that. What’s the fun part is? 56 years later, we’re still binding different places on the Internet where the old names show up.
09:22
As we’ve moved across, we’ve moved from Los Angeles to sedona, now or in the eastern shore, maryland. We have learned that embracing a niche of coaching,
09:32
only small business owners that are really good at what they do that works for us. Those are, that’s the majority of our clients, they’re credible what they do and they’re all small business owners The what you’re going to learn from us.
09:48
And what you should take to heart is that most of the changes that you make in your business are not all large shops. Now, if you have,
09:59
for example, don’t have a website right now. Ah, okay, that would be a big change where you’re not using social media, that would be a change.
10:08
But if you’re using social media and you’re just deciding how to change your messaging, did you the right way? That’s a small enough just that you’re going to be changing that all the time.
10:20
Always be on the lookout for how you can improve your whether ours or you everything you do our webinars. It’s rare that we do the exact same webinar given on the same topic more than a couple of times because things evolve.
10:39
Questions that you guys give us, make us change. What the webinar was. We did a webinar yesterday because of a couple of the changes i’ve already changed.
10:48
slide question. Yeah. Say, thank you. A couple of the questions you gave us. We were to change the slide. So the next time we do it,
10:55
we incorporate those questions into it. And little bit more, we do a couple of our small business breaks your boot camps every year that we have 2 of them.
11:05
In the next week we’ve been quoted and appeared in over 400 publications and been on podcast and radio shows. That’s a lot of fun. radio shows are cool.
11:16
Ah, the author of 7 best selling books we our next one will come out in September of this year. I can’t give you the title because where we have it’s one of 2.
11:27
1 of 2 topics. One is either physics of marketing or another sales marketing tips book that will come out. I’ve been interviewed by some really cool people.
11:37
apc’s secret millionaire james mallon check. Kevin harrington was a shark on shark tank. forbes riley. And what’s awesome about those interviews, we use them from a search engine point of view.
11:50
They’re on the front page of our website, so that from an S C O point of view, it helps us get found when people search for people that are more famous than wherever going to be.
12:00
Up in 2017, we competed for one americas coaching team for small business marketing. We got to the final, the final 5 that voted on the screen is from the final 5.
12:12
We were speakers number 4 and I had just jumped, jumped off the stage because I needed to do something to shake things up. And what we really do is measure small business owners so that you understand the key to getting what you want from your business.
12:27
Because we all started our businesses to serve our life and make our life better. The challenge is quite often it gets turned around and your business starts running your life.
12:41
That is when you become unhappy, that is when you become overwhelmed and over. Think and yeah, we know that virtually every one of our clients at some point or another.
12:53
Okay, today I’m overwhelmed, i need help. Okay. Yeah, let, let’s talk about it, figure it out. And today our, our mission.
13:02
We want to teach how to avoid making marketing may happen. It’s going to kill your business. Right. Let’s start by giving you some free stuff. You like free stuff,
13:10
type in the chat, free stuff just so we know you’re, you can hear us and everything’s going well by the we start with 3 and you’re going to get more free stuff later because it’s a Thursday and we’re going to give stuff away asa,
13:24
i like seeing ok. Who typed in pre sta be not and pam, and the kill. Nope, I mess up that name. Roger and David.
13:33
Cool. If you like russell. I don’t know, but kelly you out there. We have. All right, these are the 7 books we’ve got right now.
13:41
If you would like one, you’re going to send us an email, just say, hey, I want this book and we’ll send you a PDF of it.
13:49
So real simple. If you’re starting your business, you might want the marketing checklist. If you’re in business with a partner, i would strongly suggest the partners and everything.
14:00
If you’re starting to hire people for the 1st time, the h R book is incredible, and I can say incredible. Cassandra 95 percent of that truth.
14:12
If that’s a hard book when miles the mandation to you is you see that email address up on your screen is a you open an email and wait. Don’t send your request for the book right now because they’ll be more things and you can put it all together in one email instead of a bunch of Miss.
14:31
So thanks in advance. Next re thing. We do a podcast, we would like to invite you to be on the podcast. If you’ve never been on a podcast in the thought of being on a podcast,
14:43
overwhelms you or scared back out of you, that is why you should come on ours. It’s really long, it’s 7 minutes and 21 seconds because our anniversary is July 20.
14:54
First. You’re going to know every question we ask because we send them to you in advance and you answer them and send them back. So we know what your answers are going to be.
15:04
It’s scripted out really well. We have a lot of fun with it. And the cool thing is what’s in it for you then is you can take the,
15:13
the video podcast. And when you have a prospect, you can say, hey, you can learn more about me. I’ll send you a link to a podcast i was on.
15:22
And they’re going to learn about you. And it again is going to make you look really good. We’ve started these because we had to train our clients how to do this because most of them,
15:36
the thought of getting on a podcast was a little bit again, overwhelming. So we have, we have made it very simple. Then you take that podcast,
15:46
you send it to other podcasts as long with the questions and answers that you can answer really quickly and easily. And they say, oh my gosh, they have experience.
15:55
I want to book them on my podcast and you can get on more and more. And then of course, you can share it on your social media over and over again.
16:04
Show the email address is on the screen. Please do not put your request and the chat. It’s really hard. We’re focusing on you guys right now and to go back to the chat and scroll to all about to then find it.
16:16
Please don’t do that, please do send an email. We will be happy to bounce back to you right away. It’s right, there are email and it’s so much easier than scrolling through the shop.
16:25
Yeah. So write that down. rain of the 1st one will tell you starting from the Apple. So just favorite open an e mail you’ll, you’ll drop it and we’ll send you.
16:33
But yes, yes, the yes, the side has to be great for a new small business. Oh God yeah, absolutely. Yeah. And, and here’s what’s cool.
16:45
We’ve had a couple of people that that came on the podcasts when they were starting. And a few months later they said we got emails. Could, could we redo it?
16:55
So it, what we did was we redid it, we pulled out the of the 1st one and put in the new one because we can do that because it’s got it.
17:06
Hey though, so we can do that as well. And we’d be happy to do that for us. And here’s the, here’s the bizarre thing. We make this offer all the time and only about one percent of you do it.
17:22
And if it amazes me if, if we were on a webinar and somebody made that offer sharon, would that like down before the departure? Sure, yeah.
17:33
Before the webinar she’d be on it. So again, we would like to double that percentage to 2 percent. heck, if 2 percent take us up on it,
17:42
I would be very happy. So love to have you on the podcast. The 3rd thing that’s free up here at the top of the show. We are doing our small business boot camp.
17:55
We’ve got one this Saturday to date and we’ve got one next Thursday. It’s a virtual. That means how you’re watching. This is how you’ll get the boot camp.
18:10
You don’t have to drive anywhere. It will be a different platform. Yeah, it is on a different platform. We don’t, it is on us.
18:18
We don’t use this for, for our, our boot camps because zoom is better for boot camps because we do a lot more interaction is just easier than this one transcribe.
18:29
Yeah, this one has the advantage of it will transcribe our webinar for us much easier. So that’s why we use this one. If you’re a student of marketing,
18:42
if you love reading books on marketing, if you are spending money on advertising and you want to learn how to do it better, if you just want to make more money we,
18:52
we do a lot for you. It’s free. Again, you can put, pick the date, you want, put it in the chat with your e mail or this when you go to the gym or you can get a plan,
19:01
your marketing dot com and sign up. Or you can scan if you are code really we make it, however you want to sign up, you can do it.
19:10
Yeah. All right, so let’s have some fun with while we save your business, shall we? All right. First, smith, you named your business.
19:20
You open the door and that’s enough. Well it sure. Unless you forget something. Here’s the thing. Great. marketing takes a lot more than sticking aside on the ground.
19:32
You know, what’s your plan to market your business? Most of the time, those folks are doing seat of the pants. Ok, do I want to join a chamber?
19:40
Sure. Why not or no? Do I want to take out an ad in a publication? Sure. Why not? As opposed to looking ahead and planning and budgeting for it.
19:55
Yeah. Do you have a system give system stands or save yourself some time energy and money. So the more things you have a system for a pattern for the easier it will be for your business to grow.
20:10
The way you’re solving that. Now If you’ve got to know who’s coming through your real doors, your virtual doors, you know, I had a mic coach that one said you have suspects or prospects.
20:26
Well, in that one always I love that. Are they suspects are prospects? And here’s how you tell the difference and imagine that these 4 women, they all want to buy a car.
20:39
They’re probably not looking for the same kind of car, and they’re probably not looking for the same benefits and features of the car. So good car sales person is going to message each of them differently in order to attract them to their dealership.
20:53
Now the same thing could be true for you as well, right? These for women could all benefit from your product or service, but you will need to message each of them differently in order to attract them to you.
21:04
Yeah. So what are those demographics? Glad you after that, another free thing. We have a chart that we give to our clients. When we’re starting out we say,
21:13
all right, let’s start looking at who your customers are to find the patterns. Now sharon and I have, we call them harriet’s instead of avatars. Because kerry,
21:23
it’s much easier. We have 6 different groups of distinctly different clients and we message them all very differently because they all respond to or capture message that’s designed to go to them.
21:41
For example, your partner own, we have a book for partners in a business because that’s one of your 2 of our avatars. Are 2 very distinct partner owned type businesses.
21:54
So there are all the demographics you’re here. You’re only gonna find most of the time for maybe 5 demographics, they’re good that are going to make them stand out.
22:05
We have one client, it’s a husband wife photography team. They figured out if they ask just 2 questions and get the right answer, those 2 questions.
22:16
They know that for the 3 different categories of their clients got the right person. So this one’s free. The email address is there. You want to add that to the list of the things you want to order.
22:30
And we know that some of you are wondering, what are those 2 questions? The truth is, it doesn’t matter. You know, your clients are completely different.
22:40
Your business is different. The questions that you will ask are completely different and we can’t promise you can get them done and you know, I was going to,
22:47
I was going to leave that. Yeah. Just gotta let one of those you guys are good. There’s another half of that equation.
22:57
It isn’t the words that describe them, it’s what’s going on between your ears, the psychographics. What are their hopes, dreams, desires, what are their pain points?
23:08
You know, people will run toward away from pain faster than run toward pleasure. And, and it isn’t always logical because people will buy for emotional reasons.
23:20
I’ve bought a car because because I arrived at a chamber of Commerce mixer, a little early went next door to the dealership. They were selling a car that I was gonna go and start looking at to buy a few months from them.
23:37
But it was gorgeous. The light was on it perfectly. They gave me a price that was a little lower than the price I was going to shop it for.
23:48
I knew I would look cool in this car and it would go really fast. And you did. I said, yeah, why? And I never got to the mixer was a pure emotional purchase of logically,
24:01
i should have waited till I A little while longer. But what the heck do it anyway, sam? I bought a car. Now how do you capture their attention once you’ve got the demographics and the psychographics?
24:16
Glad you asked that question. So every, everything you do is a sidewalk sign it. You could see a sidewalk sign right there on your screen. You see it doesn’t have all of the whole menu,
24:28
right. It was just enough. So we were lucky enough to actually be in London though a few summers ago and we saw this actual sign. It completely capture our attention because we are big bang theory.
24:39
fans have this be great. We’re going to go have a great time when some pounds and then we saw the j garbage here. So did his job,
24:47
right? Like I said it the, it doesn’t have a whole menu of everything was just enough to get the right people to raise their hands. I yeah,
24:54
I’d like more information to go in and sign up. We thought that the US until we saw the day, right. We didn’t have take up the puppies time.
25:01
We weren’t late for our family gathering. Was great, so same thing for you, right? It’s just a sidewalk sign. It’s not your home menu of services.
25:10
You’re not telling your whole story on everything. You’re just giving enough information. So that your harry, it raises her hand and says, yeah, I’d like more information.
25:20
You know, we’ve all seen those business cards that have way too much information on it. And they tend to turn this off. We all see ads in the news l as in a newspaper on lie,
25:33
it’s like, oh my God, just no way too much info. But if they give you just the headline, just enough of information that you need,
25:42
well then it’s much more successful marketing tactic. Alright, number 2, you’ve got to have a solid online presence. How do we define that? All right,
25:57
you’ve got a website. Wonderful. Let’s make sure about that. Is it built in WordPress? WordPress is what’s called an open source code, which means anyone can use it for free.
26:16
And if you are pure, ever a musician, wordpress is kind of like a piece of jazz music year. The notes are there, but you have the opportunity to riff and play differently.
26:31
WordPress gives you a framework, but allows you to customize a website. Oh, really? Wow. And it’s that would, that makes it, it’s the number one search engine approved way of building a website compared to all of the cheap free or,
26:54
you know, you can put a website up in 2 minute kinda places. There are challenges with those and we can chat with you about those offline. Should also have a blog page that blog pages your way of doing 2 things.
27:15
One, it allows your prospects to find out about you before they even call. Sometimes we have untold in fact we had, we had a call today.
27:30
Someone have been on a webinar. They went to that u R L, that’s at the bottom, that’s our scheduling link and, and wanted a half hour time and Okay,
27:38
great, well, we’ll talk. And she said, you know, we took care of several questions that she had we, we helped her with her business.
27:46
Said, you know, I’ve already been your website. Tell me about, you know, tell me about this. And this is a, she had already gone through our website.
27:53
And if you have a blog, it allows you just to demonstrate your expertise and also is the best way for the search engines to match you up with things that people put into a search engine.
28:09
That’s how the website show up because the search engine was scan your page and find, oh, this is where the answer will be found. And if you’re adding to that blog page regularly,
28:22
the blog, the search engines will come back and scan your website all the time. Because without, without a blog, most of the time, your site doesn’t actually change all that much right.
28:33
What you do when we do it and how you do it, that’s perfectly actually change all that much. So if you’re not changing your site, then the searches don’t keep coming back to it.
28:42
If it hasn’t changed in about a month, they just they give up and they don’t bother. And then the other thing is, is it mobile friendly?
28:49
Show? This is a mobile 1st world. Most people do searches on their mobile device show it does, your site needs to adapt to the screen size of a mobile device and it needs to respond.
29:04
So it should have your phone number at the top and be able when someone clicks your phone number on their smartphone, that it actually goes straight to their dial or dial.
29:13
So it is a mobile 1st world. You know, there are about 400 floss different things that Google checks on websites to determine which pages are gonna get ranked at the top.
29:28
They don’t tell us very many of them. What they have told us is, hey, if somebody can check your website easily on the phone you’re out.
29:40
So and we’ve also, we’ve all done the websites and try on our phone. It’s like you have to scroll across and back and oh, and if your web site isn’t oh,
29:52
google is going to say bye bye and you know hip. Hi it’s, it’s really kind of simple. Now the other part of the online presence, are you,
30:03
are you on social media and are you using it? What’s that word? gayly. Oh God, no not they don’t do it dale. Yeah. daily.
30:15
By being on the the right platforms. And if you’re not sure which platforms to be on transport yourself back 24 hours. If you’re a webinar with yesterday,
30:27
the 10 seas of Social media you can, it is on this morning. Ok. So go to you. Last creative dot com. Go to the blog.
30:35
It’s at the top of the blog for those of you that were here. Yes, sure. I know what the D was here yesterday. You should have gotten the reply like well look at that.
30:42
Jesus is so far ahead of the of the the thinking. Yeah. That I don’t have to go to their website I’m, it’s delivered to me by email.
30:51
I 5 for a day. So yes, you’ve gotta be using social media it’s, it’s one of those It isn’t always the fastest path to cache it who use it as a path.
31:06
It’s not the 1st step. Yeah, we get 12 percent of our, of our business finds us on social media, on the platforms we use. You don’t have to be on all of them,
31:16
just the ones where your harriet, your audience plays and, and that, that’s pretty easy to figure out. If not again, the scheduling link is at the bottom.
31:30
If you want to talk about your business in particular, we can, you can schedule a time using that link with us. But it’s just like the yellow pages used to it.
31:43
Ah, social media is something where people will look for you. Yeah, well I tell sharon hey Sharon, you really should talk to bonnie about, you know that thing you were looking to buy.
31:55
Now sharon could called bonnie directly, but she’s probably going to check her out on social media and check out our website in advance. So you’ve got to have a very solid online presence.
32:06
Yep. We need to know what hi bonnie, there I met jane. Why can’t? Why would she say bonnie: so you know, check it out.
32:13
Oh ok. Now I get it. Yeah. Which brings us to the 3rd myth. Ok. So many people start a business because this was my passion.
32:23
I want to make sure this happens. That’s great. So we want to make sure that that you are working on your mission and your vision, and when you share those words,
32:33
what’s the difference? Ok? The mission of your business and what we’re here for. The vision is where we’re heading in the future. What is your,
32:42
you know, our goal is that our vision is that every small business owner have the tools they need to live a prosperous life and enjoy their business, the absolute,
32:53
much, the values. While those are the things you stand for l as an example, we don’t watch coach politicians. We don’t coach the liquor industry,
33:10
cigarette industry, drug industry. We just don’t, ah, there are a couple of other categories. Go need to share those here. But there are,
33:19
there are things that we believe in our coaching clients. When they joined our coaching program, they get to offer our vault of information that goes along to the non profit of their choice.
33:37
Now there is an asterisk, there we get to, you know, if the, if the non profit doesn’t go along with our values. We reserve the right to say now,
33:49
sorry. Now that hasn’t happened. It has not yet happened. But we reserve the right for our, you know, our value. So the mission,
33:58
why are you here? What’s just you know, how are you making your strategic decisions? You should have this figured out so that you can always do an annual worse or semi annual check of how are we doing Oh,
34:18
or if you’re not starting with the end mind you have a challenge in everything you do. So what does that mean? Most of the time when we’re talking to a prospect the,
34:32
the end goal is sale, right? That’s usually right. Yeah. I think we can all agree there. But what about every tactic that you use?
34:41
Every marketing tactics are not every marketing tactic is designed to lead to a sale. Let me give you an example. For one of the chambers that I was a member of,
34:53
they had a street fair and as to promote the street there, they would have banners up on this on the light poles. Now I always took a couple of the banners,
35:06
but they weren’t gonna leave the sales. There was no way somebody driving down the venture. A boulevard in Los Angeles was going to see my name and one of the sponsors of this event and call me it just a,
35:22
they didn’t know our phone numbers on the, on them. So it just wasn’t gonna happen. But as a backup marketing tactics, those people that knew me,
35:34
they saw and I, I would always hear the heck i saw you were here, one of the sponsors way to go on. So it was a 3rd party validation that I was able to buy and use the chambers,
35:49
you know, supporting the chamber as a way of saying, showing that I was going in community. That was the end might. I wanted people that were in the area that already knew me to have a backup marketing piece or see me again.
36:03
Ah. The other part of that, your sales funnel? Most of us have several ways or several sales funnels. In other words, how does a prospect go from knowing who you are or being aware of you,
36:20
to making a decision about you compared to maybe a competitor or whether they buy or not, to making a sale. And that sales funnel could start. If you were to trade show and they meet you there,
36:36
it could start when they see you on social media. Or when they meet you at a networking event. So all of our different sales funnels. If you know what your process is for getting from the,
36:54
the handshake, the, how high, how are you henchey to the signing up signing up to work with you? It helps you make your everything you do within those tactics.
37:05
More successful. And the messaging you use in those tactics will bring them down that sales funnel faster. So and or the last sentence and there is, what do you really want your life to look like?
37:20
Because that’s kind of important. Now here 2 examples. One at a circle k happen to see manager special. All of these winds were half off, couldn’t out myself.
37:36
I asked the clerk and so now how long will those be there? Because as you can see, when I took the picture, the sign was already coming up.
37:46
He said, well come back tomorrow though, i’ll be gone. This is our way of a rotating stock. So the goal was to rotate stock, get rid of the really old stuff.
37:57
And it works now on the right side. That billboard is off the 10, outside of what is the town just before you leave, california is another thing life,
38:11
I think it is why after this. So I, every time we’ve passed this, i’ve wondered what would make me go to a jack in the box just because it was remodeled.
38:23
Now you’re either in the mood for jack down 3 model this not, not really the goal. Yeah, I either want 12 tacos for a $1.95 or you know,
38:33
that are going to drip grease down my mega math or I don’t know, but that was evidently, i’m going to guess the jack in the box has done research.
38:47
Somehow, at least i’m hoping the high and high i’m hoping is that people want to stop at a restaurant. That is what I’m hoping they did the research of cars that are traveling along the 10 outside of life california.
39:04
That will, I guess if you have a choice. Yeah. Of what of the various fast food restaurant. Yeah. Do you been driving for a while on the 10?
39:13
Yeah. You would choose the one that was newly remodeled as opposed to it’s been there for decades and hasn’t changed. Well, what are, and what’s a partners per 2nd?
39:22
What if, what if that billboard, would you be more apt to stop? Is it said we clean our bathrooms every 30 minutes? Yes. Say that I think.
39:32
I think that Yeah, I think that would have been a better Yes. Way of a better bad that exact draw. Yeah. yet point hardness while we have discussion now or Yeah,
39:48
while you’re here. The 5th one. All right. You’ve mastered a map marketing technique. In other words. But you know, when I go to a chamber event,
39:58
a chamber mixer, i know I’m always going to leave with at least one really solid prospect. Because I know how to work in a room. I know how to get the ambassador’s team in to deuce me to people.
40:13
So I don’t really need to do anything else except go to that chamber mixer every month. Cool. What happens if the chamber changes the day they do their mixer or what if they say,
40:30
you know what? Over the summer, we’re not going to do mixers. Well now you’ve lost 3 months of no mixers for them. yet. God forbid,
40:39
another kind of demick and the chambers are not meeting in person. Yeah. So things do change. Yeah. What you’re seeing the, the graphic you see on the screen right now.
40:50
This is what’s happening on the Internet every minute of every day. I’m amazed that any of our posts anywhere ever gets seen. It is danesh, is me.
40:59
How much is going on digitally? You know, and sometimes it could just be that you’re not using enough marketing tactics. You know, let’s look at this a nother way.
41:15
Let us say that this roof that you see suspended over the over the earth, is your business. Now, how many walls would it take to be really stable now?
41:28
Well, we have, we ask realtors, this question, the really great realtors say, well, you need the for around the outside need least 2 or 3 of the inside that are bearing was.
41:37
So 7 or so. I love what a realtor answers the question. Well, your marketing is the same way you the, in this case, the walls that support the roof,
41:48
which is your business, are all of the tactics that you’re using. I gave myself a 2 minute you. I did a 2 minute drill and type out all the different marketing tactics.
42:01
You can come up with in 2 minutes. And this was, this was my list. I didn’t get them all, but I got a bunch. So which ones can work for you while we test them?
42:15
Which one, you know, there will be some the do some the don’t. Ok, great. You know, if I had to pick a couple here,
42:21
hey, I would always pick public speaking sharon would never pick because it’s not as fun for I would pick trade shows, sharon would never pick j jose i would you public speaking over tracy:
42:33
exactly. There’s just not, but both of them work for us. Now, we have found that radio ads don’t pull well for us. We tested it.
42:47
Ok, we tested it and we test it long enough. We tried it enough times to to check it. So there are things that will work for you,
42:57
and there are some new all, but unless you’re testing them out, we don’t know. And just because we try to once 17 years ago, doesn’t mean that things haven’t changed.
43:10
One, we might, we tried, we tried it on one radio station. Maybe we should try a different radio station with a different audience. And we’re not saying by the way that you need to take this list and start all over tomorrow with everything on this list.
43:28
Please, please do not do that. That is a sure way to be overwhelmed and take a 2nd. So please jordan, got it. These are things that you could add over time,
43:38
right? Maybe this month you add one more new thing. Maybe next month you add a different new thing, right? It’s a, it’s a gradual.
43:45
suddenly you’re looking back 20 years and now you’re doing everything on this list. And more, I was looking at the list of, of attendees say, one of our clients,
43:53
isn’t today’s webinar. So I’m going to talk about it, she’s not on what she’s not or not. She’s gonna client for 6 years. And it took every bit of muster to get her to do in person.
44:17
Speaking events where she was doing, she’s doing a lunch and learn where you get to learn about her business and, and get some really great tips on,
44:26
on investing and such. took up until this year. And we had started talking about it years ago. Yeah. But if we finally got her, she finally got to the point which that okay,
44:41
I’ve now been speaking in public enough that I’m ready to do this on my own and she’s done 3 of them and already got a client from it. So yeah,
44:55
some of some of it does take a little bit of time and that’s totally okay. And the process, there’s not a light switch, there’s a process exactly the next smith,
45:05
c, or, you know, we already talked about this didn’t work that one time. dish never do it again. All right. Here’s how we figure out if it does And we’ll,
45:15
we’ll use shared and I with are the radio ads that we ran. We planned, we picked the station, the station. It’s a musical station. The demographics of the music,
45:29
a play matches a couple of the demographic age wise that, that we wanted to meet. Great. So we wrote an ad, tested it out, ran it for a month.
45:42
It was on the station One e times. I’m going to say, you know, a day, I mean, they ran it a lot. They were only contracted to,
45:54
to run an 8, but it was showing up constantly. We evaluate at the end of the 1st month without right. How many calls do we get?
46:02
How did this work? We adjusted it, we changed the add. We tested that one and move forward. And after a 3 month period, it was okay,
46:13
but not great. So, we might, you know, now we could look at a different station. But if you’re not testing and if you don’t plan on what should happen,
46:23
remember the end in mind. If you’re not planning on how to do it, you’re not testing it. Then you’re not. You’re going to have some challenges.
46:33
Let’s look at another way, email market. You know, questions. How do I use, how do I do email marketing? What’s the best way?
46:41
Well, let me give you one easy tip that goes along here. Let’s say that your list has a thousands people on it a 1000 prospects. I would take 2 different subject lines.
46:57
I would send up the 1st subject line to 100. I would send another 100 the 2nd and which ever hold better? That’s what the other 800. Yeah.
47:11
So you’re planning, you’re testing it valuate and you get to move forward. So which brings us back to that, you know, creating a flow chart.
47:21
We create flow charts for our clients all the time. And how this is going to work. And that may look really complicated because actually this is really what it looks like.
47:31
We’re the easy button for our clients. Next miss. You service your customers. Well, that’s all they need. Well, you know that sure, maybe she,
47:44
because they can’t do it. Either just do that, appreciation wins out over self promotion every single time that quote was from cody bateman, a friend of ours who owns a greeting car and I like reading hard company saying thank you.
48:04
We were invited to speak at a rotary club just to thank you know, to the person that invited us we surveyed clients, we survey prospects all the time.
48:16
How did this, how did this work showing? Reaching out after the process makes all the difference in the world sometimes. You know, now we use a greeting,
48:29
card company I, it’s, you know, get it’s birch. You do it all online in an email, real cars. And we send those out to prospects and people all the time and we have a lot of fun with it.
48:43
But you see there is, is we’ve, we’ve done an employee of the month many, many times. Now that us that’s why it should be updated because sharon,
48:51
one employ a month last year where to go she broke my string of like 300 straight months in a row around the employer. And she got purchased. Yeah,
49:03
I will. Yeah. On the job. But she knew that you can also use a customer service card. Here’s one. This can go out with if you had sent service people out,
49:19
it can go to service. Be with the go out. You can mail it with an invoice. It’s really very simple. So you know, think of their customer service cards,
49:31
always fun. Number 8, you can do it all yourself. No, good, great. Now. Yeah, the fastest way to get overwhelmed in this world is that you’re going to try and do it all by yourself.
49:48
And we know most of you are are either one person shows or 2 or 3 person shows that makes it hard. One of the 1st steps, things you should do,
49:58
especially if you’re new, you have an advisory panel. It can have customers on employees, business leaders. We had a question of there are some property near us that we’d like to buy.
50:13
I was able to send out an email to a business leader in Los Angeles. He owns a lot of commercial real Estate. And I was able to because of our relationship because we sat on boards together.
50:28
I said, what do you think of those? You know, what should I look out for? And he sent me back an email, 3 paragraphs,
50:36
each with something to look out for Things I hadn’t thought of. And they’ve influenced how we want to go through with a purchase. So by being of service and,
50:52
and help to client to other business people and setting up the advisory panel, it’s really important in the promo there was another promotional product person, and he and I,
51:05
we both had offices in encino and we realized that we never saw each other out in the world, even though our offices were less than a mile apart,
51:18
we didn’t, we clearly didn’t share the same target audience. So every couple of months we’d sit down, we talk and honestly lay out what was going on in our businesses.
51:30
So you could get the opinion of somebody who knew the industry as well as we did to help. So having advisory panel is not, not something to,
51:42
to skip over quickly. Your marketing plan used to be really easy. You know, the 4 p as product price, place, promotion, well, you know,
51:52
it’s gotten more detailed once you add the as we’ve gotten more modern in our thinking mindset becomes, you know, you look at talk about mindset and decades or it just wasn’t as important.
52:10
Not many people were reading thinking, grow rich. This is your mindset as well as your prospects mindset and your potential a full partners mindset as well that they all have to jo And the Internet online has changed.
52:25
A lot of that is made it much more difficult. You know, if you are really wanted the ha, comprehensive digital marketing strategy. And this may look like a whole lot of boxes,
52:35
but you know, it does make sense if you, if you were to take an hour or so and go through it again. I’ve done this like,
52:41
oh, it does make sense. And it does, we’re, this is there’s a whole lot of plan test execute check going back a couple of months ago in that I saw this,
52:56
this was just a mind map for blog, not a chance when I ever follow this. This is just but then again, I’m not, I’m, I’m not a mind math person.
53:08
You know, so the, I don’t, I don’t think this way. No, I do not think this way, but linearly. Yeah. But yet there it was,
53:15
it does exist and it shows up here one lot, one example having the right graphic artist of boys a problem this, this sign is this is a really famous sign where when you read it,
53:30
Yes, it says massage therapist, but that type space, the way it was designed for whatever, for whatever reason. When a capital e is followed by a capital r,
53:43
there is a space, a natural naturally occurring space in the type s. So if the graphic, you know, if you are the right graphic artist,
53:53
you would see that clearly they should have been manually moved a little closer together. But again, it makes a difference. This is why just buying printing online compared to using your local printer.
54:07
It isn’t just a good idea. We were driving back from back to or is it arizona from Los Angeles client calls said hey, I’m speaking to a group tonight.
54:19
Can you look at my slides? Sure, jerry, what and sharon’s driving. He sent them to my to the Gmail address. I’m looking at the slides on my phone,
54:30
and I asked sharon, so did a need for it was anita franklin, the sister of aretha franklin. Not that I know of. Oh dear. Yes,
54:38
jerry was about to go into a presentation where he had the wrong name yet anita franklin started that auto incorrect instead of a read the wrangler. So as a,
54:47
as a, you know, in this case, an advisor, but also their business coach. I was able to fix that and he wasn’t going to lose his entire audience during his presentation.
54:59
On the 9th mess, you know that science that they, that expression the best things in life are free. Sure, you know now here, if you think the arts free front receipts your favorite singer cruise ship balcony cabin,
55:17
definitely an upright. Know frank flying 1st class. Hey, i’ll tell you though. Always worth it. That’s picture of us gliding 1st class. I forget which,
55:29
which flight that was the gang. It’s nice if you get a chance to watch a baseball game from the l. A times box, a dodger stadium.
55:38
We had a friend that used to work for the for the times. And we got fit in the twice. Oh my goodness, offer it made it really hard to sit anywhere else in the stadium.
55:52
Yeah, we found a way to do we did. It was another thing. It doesn’t raise your marketing budget. You are going to have to invest some money.
56:02
You are going to have to invest some time. You know, there are a lot of marketing tactics that are free or really affordable. But your time is going to come into play.
56:14
And you got to always make sure that you understand that your budget is really important. And what is that budget we get? That’s a question for established companies.
56:29
It’s usually about 6 to 12 percent of gross revenue. Ours amazingly sits right in the middle. We’re right at about 10 percent every year. Now for new companies,
56:43
you’re going to have to invest more because people have no idea who you are. It’s kind of simple. If you’re, if you’re coca cola, well you’re not spending as much as a company that was selling a new coal.
56:57
They wanted it to have national and world, you know, presence. So they’re gonna have to spend more in order to do that. One other way of looking at that is nike for,
57:09
on a nike $100.00 shoe half of that goes to the retailer. Awesome. They deserve it. But there is a lot of money in that that goes toward endorsement and everything else that nike is spending there at $100.00.
57:27
I think it’s $100.00 a 2nd. So yes and yeah, in their marketing budget. Yeah. By the way, if you get a make you shoot for $100.00,
57:36
now congratulations. I just look for some shoes. And oh, my goodness, gracious timing makes a difference. Okay, this picture shot at dodger stadium.
57:48
The top ribbon was an ad for stub hub, their, their slogan, your ticket out. The bottom ribbon was an ad for forest lawn. I’ll let that sink for a moment.
58:01
Some of them may not be from California. laud is a mortuary. So your ticket out? The mortuary? I yeah, this pictures a little fuzzy because I saw the ribbons and sharon,
58:15
having my camera every my phone, my phone, my phone back on quicker. And I got off a couple of pictures just before these flipped the ribbon to something else.
58:23
So I will forever have that. And it becomes, i give to you exact, i find it amusing as I Could. I don’t either it just don’t like The best way to plan everything is to have a calendar.
58:43
Your talk about about blocking time for a sec as opposed to posted notes. One of the other things we talked to our clients about almost daily is time blocking.
58:56
We all have to do list or as I said, posted notes everywhere, but being able to actually transition from those notes and listen to blocking out the time on your calendar.
59:10
Really set aside how much time each will take and then you will realize that, Oh, the reason you’re not getting everything done on your to do list is because there’s way too much things on here to do is for any one person to get done at any one day,
59:22
something halfway through tomorrow, you just can’t speed up and make the job. You just can’t do that. Yeah, you have to can, if you want help to continuously improve,
59:33
well, you’re going to block your time out and make that happen. All right, here’s one more bonus for the, for, for today. It,
59:44
if you’re using your using to our codes can be liberating for your business. We just design a business card for a client that has 3 different u. R codes.
59:58
One that goes to a welcome video from our client and other that goes to their website and other goes to their google, my business review page. If you were to scan this guesswork or go show our google business review,
1:00:14
if you have messages that you want to get out to people, or even a greeting card, we have drop q r codes in the, in the greeting card.
1:00:22
It leads back to a video where we need to talk to people that can actually see it. So these are free. Absolutely free. If you need a great place to have them made generated online,
1:00:38
you’ve already got our email address. Add that into the email. Hey, give me a link and I’ll send you a link to one of the, to our code places that they don’t charge you anything.
1:00:48
Anyone charges you money for this? Their opinion? Well, yeah, because you can do this all free. Yeah. So all right. You just learned 10 marketing sends,
1:01:00
it’ll kill your business. You’re now never going to make those those mistakes while then good job. And that unicorn is there to remind you that there is no such thing as a finished business plan.
1:01:13
Just like there is no such thing as a unicorn except you’re pure in sedona. So here’s a question for you. Got of you had a break to today?
1:01:22
How many people or something new short hands, or put your or put yes in the chat. Go right to all glad you’re still on with us. I bet all of you want to know what the next steps are,
1:01:38
right. Cool. Here they are really important. Thank you, david, raising your and create your marketing budget. Look here at your budget. If you’re a new business,
1:01:51
what do you expect your revenue to be crate your marketing budget, and this is time as well as dollars. How many hours are you going to be able to dedicate to marketing your business?
1:02:03
We go to a networking group every Tuesday morning and it’s from 7 to 930. So there’s 2 and a half hours that we have to block out every Tuesday.
1:02:21
Oh for both of us. So our, our quote hourly rate times 2, you know, and now that times you know, 50 weeks or so a year,
1:02:32
you start to look at what does your, the return on your investment have to be when you’re budgeting it out. You see very quickly that for every ad you run,
1:02:42
you should bring back $4.00 for every dollar you invest. You know, it isn’t just a one to 11 to one does not mean break even. quarter one is the,
1:02:51
is the break even. You gotta get really proficient with some basic tools you’re gonna have to get used to using the video on your phone because a lot of tactics,
1:03:01
social media and and your website got to have video on it. We do a webinar video, can you can find that. Go to you upgrade or dot com.
1:03:10
There is a webinar about video in the book. Yeah. We did that really recently. So you can, you can find the recording that you’ve got to know your sales process.
1:03:22
How are people going from meeting you to buying from you? And you’ve got to get very used to using more than one tactic at a time. You should have a,
1:03:34
a 12, a list of 12 marketing goals. Now rank them in order of the, of what your importance of their importance to you 12 instead of a top 10.
1:03:48
Yes. Because there’s 12 months in a year to keep from getting overwhelmed and, and over thinking that if you add one a month, you’re going to get better at all.
1:04:02
And I would rank this, you’ll put at the top of the list. What are the 3 you want to do? First of this Well, of the 12 and then what’s the number one?
1:04:11
Now this list will be fluid. When we had our last book coming out, it was number one for the 5 months before it came out. And for a month and a half or so after it came out because we had other things that,
1:04:28
you know, when you launch a book, there are a lot of things that have to happen Right now our new book is going to number one. That last book sits at about 11 because we want to use it to get on podcast that are relationship based.
1:04:49
But the new book go up to number one. Number 2, I have couple of projects that I have to do. You know, it’s sitting in number 2 and 3.
1:04:57
So our list changes all the time. And we, the reason we rank them is that if we have a client, you know, clients as an email,
1:05:07
hey, got to postpone up my coaching call. Can you look, you’re well, I’ve now got a gap in my schedule. All right, what’s the highest and best use of my time?
1:05:16
I look at the marketing list. You look at your list. Ok, what can I do? That’s going to move my business. And so that’s why you want to have that list.
1:05:25
Now, if any of these are challenging, well we have a solution get help. And we want to give you some for free. The questions we always hear.
1:05:36
What do I do 1st? How do I get there faster? And you’ve seen this, you are, i’ll show up on almost every screen. That’s our scheduling one.
1:05:45
If you’d like 30 minutes with us, we invite you to go to how to get there faster. There’s a few questions that will help us be prepared to answer,
1:05:54
you know, whatever your you want to talk about on the call. And then it puts you into our calendar. Very simple. We have set up social media pages for people we to can talk about easily making more sales.
1:06:09
If you need an easy button for some of the things that you’re doing, you want to stop wasting time, money, and energy and sleep, how to market your business,
1:06:17
whatever it is, eating your business. That’s what, how to get there faster is for. This is not a sales call. You cannot put in a credit card.
1:06:26
We never ask for a credit card. It’s 30 minutes for your business just for you. And you know, well of course the other thing you might want to do is come to a boot camps.
1:06:38
We’ve got one saturday. You add nothing planned for Saturday except for that wedding christening. washing your hair, washing your car, cleaning the apartments, see your nothing to kind of boot camp fun.
1:06:55
Again, if you want to go that you need to go to plan your marketing, it talks about what you’ll learn. You can put your email address in the chat with which day you will like or scan the q r code and it’ll take you to the website.
1:07:08
That’s with that. What questions do you guy, is how you can amuse, or you can put it in the chat. Whatever’s easiest for you marina,
1:07:18
i think I answered all your questions, but if I missed one, that would be a great time for you to a new. So arena was also rate a.
1:07:30
Got rena got a lot today, but she she said she’s up to the email for view cast. Fantastic. What do we have a mute as yes.
1:07:42
All my questions were chairs really good to chat. That’s where we do this. We have 2 computers operating, there’s this one with the, with the camera and the slides.
1:07:55
So I see the slides and we’re talking. But over here on our left, shared is logged into this and she’s able to run the chat. So I’m able to see what you’re seeing and make sure that there are.
1:08:07
Yeah, there aren’t too many glitches anyway. And pretty soon the office, the 3rd floor office and our, our house is going to be fixed. So we get to move into our officials.
1:08:17
The studio again, day by day is great. marina that’s, that’s really the only way to do it right yesterday is over here is a brand new day.
1:08:25
And you know, if the data go well, give yourself a little bit of grace. Yes. You know, we’ve, we all make mistakes. We all have stuff happen.
1:08:34
And it’s not always a mistake even. That feels like a mistake right now and tomorrow. It was just a challenge and you did and you dealt with it and move on.
1:08:42
Yeah. Stuff happens, brennan. Any suggestions for be to be marketing? We still use social media, but that is largely position towards end users. It’s.
1:08:52
It’s really not much different. The you’re, the business business is not buying from you. It’s still a person. Your person still needs to feel like you’re talking directly to them.
1:09:03
It’s not as different as you think it is. The platform may be different if you will, if you want to a new and tell us a little bit more about who your ideal client is.
1:09:12
We can talk about some of those social media channels in which one’s best. But the overall concepts that we share today, they are no different if you’re doing b to c or b to be david d O service and product based businesses.
1:09:26
We certainly do marina, i work with my partner. We started from our garage and it grew extremely fast, well done or you know, rated there is that there is a slide in iraq and brought it in.
1:09:37
One of our webinars that taught that shows all of these huge businesses that started in a garage and every time I look at that, I tell sharon we’re not spending enough time to garage there.
1:09:49
So you’re doing right, that’s where you started way ago. Well, well, well that started going right. That was the 1st step. One step was have a garage step to put your business in there to started.
1:10:01
Step 3, grow to math world dominance in your, in your category. walter,
1:10:09
they said while he was told he wasn’t creative enough so you know what the heck and Michael jordan’s j v. basketball coach cut him from the teams out.
1:10:20
Was a good motivator for had not that that stuck with him for years. Yeah. All right, any other questions And you guys all complete seriously.
1:10:33
Awesome. Cool. Alrighty. One more shot. Now there is the View cast if you wanna come on the podcast plan your marketing for boot camp. If you wanna see are there other webinars there at your marketing advisor and of course,
1:10:48
30 minutes for your business. How to get there faster, dot com. Our slogan, everybody is. If everything happens for a reason, be the reason things happens.
1:10:58
We will see you. Oh, what does that, What, what do we talk about in boot camp? Go to plan your marketing dot com, you’ll see all the details and it’ll give you a form to fill out and choose your day.
1:11:11
Yeah. Basically go from who’s your audience to a ton of different tactics and a lot of mindset and best practices getting you prepared to take on the day for sure.
1:11:24
So there we are ever great. Everybody will see you next time.
Thanks for being here and remember: If everything happens for a reason, be the reason things happen!
We’ll see you next time.
[Check out our future Free Marketing Webinars at www.YourMarketingAdvisor.com ]
