WEBINAR: Marketing Your New Business
Watch this webinar until the end when you are starting a new business or have a new business idea, and to learn how to claim all your free gifts!
UNEDITED WEBINAR TRANSCRIPT FOR HOW TO MARKET YOUR NEW BUSIENSS or new business idea
Good morning everybody a we’re going to talk about how to market your new idea your new business oh this is this is one of our favorite webinars do in fact we’ve already started this morning we had a 730 coaching call with a brand with a client that has a brand new business.
She’s a book editor for and she wants to specialize in with Christian authors so we had a coaching call with her already at 730 this morning we were already into a mode at our game out already which is probably why my To Do list just went from.
Oh I can do this and this and this thank you only have 2 days and weekend and then it’s back to it so we’re going to see by the way where we fill this with also it’s a little marketing tips if one of the things that you’re doing.
Involves you doing webinars or presentations you’ll see right now on your screen is as our All Rights Reserved screen slide. One of our oh our business lawyer and we were having chats what should we do because this is we create an awful lot of intellectual property so well you need to make sure you have a set up.
You have to make sure you have one of these slides that denotes that it’s your copyright etc If you would like this if you’re going to do this if you send us an email that says Hey can I get your All Rights Reserved slide I will send you the copy you take our our names out you put your names in then you can send it to your lawyer and they can tweak it so there you have some some easy marketing stuff so I’ve helped you with a marketing tip giving you something free and I’ve been able to put up my copyright slide all in one time.
Well that’s how it works it’s either that or read the. Major League Baseball All right it’s the broadcasting of the rights of Major League Baseball and can be used without the express written consent of Major League Baseball.
So too many businesses do not do well and most of the time it’s because well you didn’t start out that way you didn’t want it not to work you know we we’ve had ideas that we were going to use and and as we looked ahead it was always saw were were roadblocks and stumbling boards we wanted to start our own publishing company we had it we had just we had the road plan how’s going to work it and as we we kind of went took ourselves through this program but you know what.
That’s going to take us off our path because because we’re business coaches and yeah it was nice to have a publishing company for 1st time authors but man oh man it was going to be way too much time effort and not as much return so you know one of the ways that we start out with when we talk to a new coaching client is what do you want life to look like because we want to make sure that we’re crafting a business that gives you the life you want not crafting a business and then hoping that somehow magically life turns out the way you want it and so that’s that’s part of you know what happened at the publishing company I mean it’s a great idea probably very lucrative but to put it together and actually.
Care and nurture it would not give us the life we wanted so wound up and you know that’s not the right direction so we encourage you to do the same thing right think about that’s great that you have this wonderful business idea but one of the 1st things to do is to think about Ok what do I want life to look like and will the care and feeding the of this business give me that life if it does beautiful and let’s continue if it doesn’t then it’s time for a course for action the when you look at the back of our books they’re published by naked book publishing business trip to the basics this was the idea and one of the the the only alternative the only way it was going to really work is if we hired a full time person to run it well Ok That puts us in deficit spending from our other businesses so you have to look at all of these things and we’re going to talk about that.
Someday you know maybe it isn’t now it’s not now we’re 6 books into it and we’ve got a couple of other books planned in fact we have 3 books planned it’s it’s just not that important so and it could be like you know Karen is changing the way she’s going because no longer a partner so you have to you have to look at all of the stuff so here’s what you’re going to learn today we’re going to talk about proving the concept if you can prove concept we’re great and we’re going to talk about 17 different ways to get launched you know your new idea your new business or making a change you know we’ve been hearing a lot of people say this is covert Is it time to pivot your business we’ve been looking for a new word the word we’re using is either reframe or refocus because I’m I’m tired of using the divot.
That’s the way it is here’s what today is and. You’re going to get off a lot of tips one of the things you’re going to find one of the the pet peeve we have with webinars is that when you get to the end the only way you can do something is if you hire those folks that isn’t what this is we’re going to give you some free stuff at the end and we’re you know going to offer you know free 30 minutes to your you know private time but you’re going to see all the things that we talked about today you’re to be able to yourself so there we go thank you.
Just so you know that we know here’s the list of the stuff we’re going to cover it you don’t need to write you don’t need to write this down just back I don’t even know why that slight is there just in case some people like to see the road ahead yeah yeah we should I should print that slide just so I know where we’re going back I want to go back went back Ok there.
I was looking at what the end so I know what I’m what I’m getting the end. If you have questions right now you’re not in new mode. So many of you muted yourself yeah.
If you can hold your questions I’ll be really great. You can put it into the chat but we will definitely ask answer questions at the end this is our only business thing today so we’re not in a rush to go anywhere you know will take time whatever time you need it will answer questions little about us we published 6 different best selling books in fact the marketing checklist for sales this month just hit its one year anniversary so it’s time for us to start our next couple books and I’m not sure if the slide isn’t here about that.
But if it isn’t you know we should talk about it a little bit because it’s a way for them to make some money absolutely. Yeah at some point let’s talk about it because it’s a way for you guys to make some money if you if you refer us to some folks that might want to be in the book this is the 1st time we were in a book with other people so.
We had a podcast it was called the marketing checklist we’ve got $243.00 episodes right now because it was on a radio station the pay the ASCAP fees we have those all of the music and such being taken out so that we can reproduce them and I had an idea for that by the way ask me later Sharon I have an idea.
But we’ve changed our our our focus of our podcast and you’ll see on the next slide how that’s going to work for you. We do small business break to bootcamps couple of times a year we do them in September and in March so the next ones will be of March of next year I’ve been interviewed by a lot of people including A.B.C.’s Secret Millionaire and it was James Malinche back and one of the original sharks from Shark Tank Kevin Harrington those interviews are on the front page of our website.
So we changed our podcast it was gonna change in March. We thought you know we got to November we got last year we thought you know let’s take a break we’ve done this 243 weeks in a row and you know what let’s let’s change we’re going to do and the idea then Cove it hit and we just want relaunch this a couple months ago it’s called The View cast so if you cast dot com instead of us talking about marketing for an hour we’re interviewing successful business owners the it’s about a 10 minute max the interviews go 7 minutes 21 seconds there is one that we just did and it was so interesting he was doing he’s doing this really great service for for developmentally challenged kids that we just we ran that interview a lot and it’s really amazing I can’t wait to post it so there’s 7 minutes 21 seconds the reason is because our anniversary is July 21.
If you send us an e-mail saying you’d like to be on it we’ll send you the questions you answer the questions send them back to us and that’s how we figure out that you’re on or not here’s the best way to get on the show.
Don’t make your answers a page long a piece because you we only have 7 minutes 21 seconds and so if your answers of the 12 questions are you know 3 sentences over so you have a really great chance getting on to it here’s the purpose of it and and you guys can do this too you can do exactly this to promote your business.
We interview other people we don’t charge for it. And so why would we do this here’s the why I’m asking you about. We know that we’ve created a product that makes the guests look good.
And the guest can then send that out to their prospects saying hey I was just interviewed on this on this pocket asked check it out you know and if we’re giving them 3rd party validation we’re giving you the gas 3rd party validation why would we do that and why would we not charge for it because we kind of go along for the ride we get introduced to people that might never know who we are and they might track us down and start following us in the venture really you know if this is this is a long term sale they may find us you can do the exact same thing set up a pot of video podcast where you’re interviewing successful folk in various industries.
And you’re the you’re there to serve them and make them look really good and they will promote that video and you get you go along for the ride if you want to see how we do it it’s a really simple go to the view Cast dot com Check out the video a couple of the videos you’ll see how we do it it’s really simple you could do this and it’s all free.
You know you can you can post the videos on youtube for free you set up a page on your on your website like we do to host you know to post videos out so this is all free stuff and we’re doing it you can do it too that makes sense.
Awesome The info is in your chat. With love Davion it were we usually take a day and we knock out 6 or 7 of these in a day you know right in a row so that’s that’s what we’re looking to do we’re looking as Hypertime so we would love to have you on the show.
One last little thing about it this is kind of what we do we have a marketing repair service for those folks that need a course correction we have a brand new product called the new business marketing plan includes a Web side and a marketing plan all sorts cool stuff we have our small business marketing plan which is different then it’s for more.
These into business owners that need a marketing plan all of these come with coaching because we do a Monday more a Monday afternoon coaching call and then we have private coaching that’s what we do with interviews couple 100 different times in different places and publications so.
Actually what was weird I just noticed the weirdness in the slides it doubled so why are you here you want to surround yourself with people get it you know one of the reasons that Sharon and I are in a couple different masterminds is that one of them is almost exclusively for or public speakers people who make a good percentage of loadings on stage yeah and coaches and what’s really cool about this group is for example everyone has a book at least one book and we know the importance of what that does for your business you know that’s why we do a lot of them.
And it’s it’s cool that everyone in the group has the same mindset so it’s wonderful. Being a best kept secret is not is not fun we don’t recommend that as your marketing plan no don’t don’t loose a.
Being being having to be referred you know you have to refer to us only That’s a little more difficult that’s not true that. There are obstacles you will avoid climb over eliminate we’re going to do that as much of that as we can and Sharon’s rather funny annoyance.
Here just. Actually it turns out you’re here because of my mom you probably don’t know. I was working for a large and in fact I want to flip one guy I was working for a really large company there were 14 regional sales manager in the country I was one of them it was a regional manager review weekend early November I went to that meeting and it was interesting going to be an interesting weekend because we knew our national sales manager just quit.
And all of us 14 of us got there and we kind of did a head count Ok so you know before the owner of the company came in so who will who’s going to go for it and 7 of us raised our hands now I was I was in Southern California and the job was in Minnesota so I was figuring.
Ok yeah I’ll try for the job and and work it out later because I didn’t want to move to Minnesota but what the heck it’s what the heck do it anyway.
As one of our our coaches says or oh say yes and figure it out later exactly that’s programs that. I was going to figure it out later so 7 of us it was going to be really good actually this is this is one of those groups that I don’t.
There were there been very few times in my business career where I have worked with a group like this it was just awesome as far as how as a team we got together and how we worked for each other was really really good so we’re waiting for the boss the the door opens boss comes in followed by a son who had been working for the company for a couple months so that was an unusual and he said I’d like to interview Siri or new national sales manager and we all looked at the door because we expected somebody to walk in and then we realized oh my goodness it’s Junior who had like no sales experience so.
I was unclear there were a lot of people roughly in fact to jump way ahead happens regional managers all started our own companies within 3 months. But I did go to Thanksgiving time and were sitting around the table and see if this is happening this is this might be one of the reasons you started your business.
We were one of those family that said what we were thankful for you know went around the table and got to me and and I you know I focused on what was making me happy Sharon.
Very great we’re doing this we’re we’re taking this little trip it’s going to be awesome and as I was passing it off to my sister my mom so what just a moment Henry but what’s going on to work now I’m a memory yeah when mom used the word Henry she serious she she was Ruth was really good at this.
So I got to tell her that story and mama said well what would it take for you to start your own company I hadn’t thought of it so my answer really was well I know I know where all the factories are good relationships with my clients I honestly mom I have to and it was almost a flip answer I’d have to send the fax machine back to the company because if they are not like she looked at my dad and said Write him a check in 2 weeks later who for proof company was started so you don’t know where that spark came from and our goal here you had a if you’re starting this or you have a new idea if you’re looking make you change there’s a spark and we very much want to you know blow on that little spark and and turn it into a big flame for you you know my mom did that for me and I will be forever indebted to my mom and you know they were my my cheerleaders and we want to be your cheerleaders today So step number one is your idea valid Well you know we want to check so the 1st check is we want to do so we want to do some research or.
Have you have you done with your I wait for your. Thing. Let you.
Have you done some research have you done let’s flip over to the next one. Here Have you googled it.
Every done some testing now it might be by the way that’s the picture on the far left is one of my favorites every time we crack we passed Wiley road on the 10 Freeway heading into Los Angeles I’m I just I love that picture.
Love that sign you know have we have we checked is it valid it doesn’t mean if nobody’s done done it that doesn’t mean don’t do it it’s it just raises the question Well why has no one else doing it is it really that you’ve.
Stumbled upon a gold nugget which is awesome or is there a roadblock is there something that’s not working so just it’s not a oh wait don’t do that in short I walk away it’s more of a let’s look at this and let’s see what happened there before you make a decision we always want to check.
So for example. You’ve probably noticed pre-code but I’m not a covert time that there are lots of small independent films that don’t make a lot of money and the reason they don’t make a lot of money is because the filmmaker didn’t test to see if their idea was something that people wanted to spend dollars for to see they just were creative and I want to make this movie and I’m going to make it and it isn’t until later that they go Oh but I want to see it so just don’t be like that when we’re saying let’s let’s do proof of concept let’s make sure people are willing to pay you dollars for what you want to do your product or service before you invest a bunch of money into creating now on the other side you worked in the in the distribution industry since she was in film distribution that’s why that thought always come and there were for every one little indie pro that hit huge you know Mike Really Big Fat Greek Wedding was like this little indie pro that just blew up you guys handle thousands out who vs for over the they were if they were rated America and sold overseas there was a much larger market because.
It’s an American film and you had a balance of those thousands so it isn’t that many made no dollars or very little not enough to for a back and yeah but some did so it isn’t that it isn’t that the idea isn’t valid it may be a matter of finding the right distribution channels in finding the right clients or making sure that the niche is correct yes.
The last thing one dues is dissuade anyone. So here’s here’s how this kind of work how this is brought to my point. We were in a mastermind group and in this group we we all Several of us took turns being the teachers in one of the sessions in the weekend Sharon and I had no teaching to do so we looked for other people to go listen to and I wanted to go to Adam ace Adam is his profession is he’s a comedian is a 3 time national college community here.
Turns out nobody else was in his room except me Ok fine so we started every conversation he said you know I’m glad you’re here I’ve been listening to you and Sharon talk about what you do and I’ve been kind of confused about some of it so lay it out for me Ok so at the time now this is 67 years ago.
We had the we had that publishing idea we told you about but we also had there was a network marketing company that that tied into marketing. That we were interested they were promoting and there were so a bunch of other different things that we were that made up the company you know including we still own a promotional product that was part of it so it took me about 20 minutes to lay it all out in detail he said Keep going give me all the details I want to see it all.
And when he got to the end he he gave me a message that. Has kind of stuck in fact by the time I got to the end Sharon had walked into the room.
And his comment was you know Hank I appreciate that you’re not sure love that you have these these thoughts and dreams but just because you have an idea for businesses I mean that you have to be doing it creates.
How much that hurt it really hurt because I was one of those that thought I have unlimited bandwidth personal band with I kid I could drug all sorts of plates.
With the case so I got far more focused you know several things got taken off the table. And we focused on you know our core car competency that we want to use your business coaching was number one and and you know now when one of us has a really good idea usually it’s me.
I’ll say hey you know that me really cool this it’s usually Sharon that all she has to do is say just because and that got in the conversation but I thought I owed on this because he said you know just because so that that’s our the mantra just because so we want to make sure that we’ve done research and we’ve seen how other people are doing it and how we’re going to improve it so.
Team your team don’t do it don’t try and do this all alone this is I mean that these are all paid employees right when I’m saying that you have to have employees we we know and admire many solo printers but they still have a team some of whom are advisory only no no paid there’s no money exchanged and some of whom are consultants and they pay them only as they need them but they’re still a team.
We have a lot of team members we lean on our banker all the time you know what are you seeing what’s going on in the marketplace our account we have crush We made sure that the account we hired doesn’t charge by the question.
And there’s a there’s a difference and we’ve had clients on our advisory board we’ve had people we just really like in business and respect in business make sure you find a really good local printer because.
You know all of those online companies are really cool but those online companies will never refer you business in your local printer a They’ll find mistakes that you might make in your copy or b they’ll help you with design and see they’re the ones that can refer you as opposed to online entities and that’s the same when one of the challenges we see one of the stakes to see new businesses make is very trying to all of the stuff on the cheap online and that’s very transactional as opposed to building relationships and the relationships you have create in your world will help you much much down the line.
So these are just a few of the folks you want to track down. It’s you know the past.
Of a testimonial that here for us I don’t know why that was there. So where we are not lawyers. We do not even play one on t.v..
One of the reasons you have your you need to have talk to your financial planner and your accountant. Is you have to figure out what kind of entity your business is going to be we are not here to tell you one is better than the other.
We are we’re just letting you know there are several different ways that you can run your business. And there are tax consequences and advantages and disadvantages for each make sure you’ve had this conversation this is this can be really vital.
Especially long term and let me give you an example of the long term I was chatting with a young man that just started his business really recently and his his target market are you know You Tube influencers and he does you know some back and accounting for those sites.
And said so what’s the long term you know your 20 something year you guys heard relatively newly married and you said you’re mentioned you know kids come in so what’s the what’s coming in the next 5 years or so you said interesting you say that we were just thinking of moving to Texas Ok from California to Texas there are some really different tax rolls there there are very different corporate rules in fact when we moved our corporation from California we moved to Arizona we’re in Sedona Arizona because we really love it here.
When we were moving to Sedona California wants to charge a corporation $800.00 just minimum just just to still have a corporation fornia and we moved to Arizona there were no real benefits to having a corporation in California except we got to pay them $800.00 so.
We stopped that but I told him Look if you’re gonna be doing that you need to have the conversation now in for us look at what’s going to look at the the Texas corporate law look at California corporate law you might want to set it up in California knowing you’re going to change it when you go to Texas so these are these are discussions when you don’t this is out of our realm of expertise but we need to let you know that it’s really important and if you need a referral to either a business attorney or tax advisor they should they should be in communication with each other when you want them on the same page as to what entity should be but if you don’t have those in your back pocket then just reach out.
E-mail addresses in your chat aka I’m just reach out a little before you in fact all this is we’re doing this one for score that’s your score has your has dozens of people that can help you absolutely.
Because so go back and talk to your score mentor you know call the score office this is this is by core competency stuff for them after check with them have those discussions I would bet they probably have webinars on this so we’re bringing it up and letting you know it’s important please go gather that information right there I was I was really strong enough about saying We’re not lawyers right I think it but just plain So how do you get paid by the way you know that’s kind of important people want to pay you for your service so how are you going to get paid is going to be electronic credit card checks got decide this there are several different ways.
Yeah but but they’re easy and everyone is familiar with it and as I think about say they are they’ve a better reputation than they used to go back 5 years and we laugh to Pay Pal’s seriously but they they make got it together so there are a lot of ways of working this.
Your banker can help you with us if you need if you want to talk to a merchant a former Reform or merchant service. Let us know we can connect you with Jim her he’s a friend the works for a payroll company now but if your question about this of he would always answer a really good resource that we use.
But know that on the merchant service side they very crate Lee and we’ve we’ve used a bunch of different ones. And you’re going to say something or I.
Was suddenly uncomfortable I was sorry. You’re going to see a lot of this sign. These are rules of the road and we want to talk a little bit of mindset stuff.
Never use the term I just needed something fast go back you know go back and do it right later Honestly you probably want it on time but now you have time you to get in late and we we’ve had to fix a lot of stuff for businesses so we want to we want to get we want to get this off the table now is good enough and it’s not I mean I would bet as since we’re having a chat with Karen before your choices antique restoration I would bet she never said it’s good not.
Struck me as the type of person that she she probably looks at that that King Louis the 14th table and she wants to make sure it looks like you know like you did yeah exactly.
Oh I can’t do that or I don’t have the time to do it. We can do it. Time time time’s difficult but you can do it. Just get started fix it later.
Don’t know get it right don’t get it right from the beginning. When you guys get such a difference and then there’s the I’m just a little business you know Apple started in a garage.
Microsoft started a garage 2 in the yeah evidently we need to see this room used to be part of our job so so we’re spending more time in the garage now about years ago or the right.
You know think think bigger it so he think bigger and remember that marketing is a science of choice it helps the people that are predisposed to buy your product know you’re there for them that what that means for you is that when we’re talking about where you’re marketing and how you’re to market your company you want to look at where your folk are hanging out is that a thumbs up oh.
We want to find where your target market where your folk are hanging out and I think we’re talk about Harriet a little bit. And that’s how we market the business we don’t just take stabs at it so let’s talk about creating your marketing messages.
We never create it without knowing who we’re creating it for we do not sell to everyone none of us can sell the everybody. My wife expressed in here when Sharon and I do an elevator speech where at some chamber event we have to do that the cliche I hear all the time from small business is that service companies as we work with small to medium sized business and it’s a cliche and we realized we had we were saying it to.
And it wasn’t true because we don’t we work with small business owners we don’t work with medium except on the rare basis you know we’re called in on a project basis you know our our main focus is you know we were going to in your early contracts with small business owners it’s it’s it’s our core competency It’s what we love.
So there are 3 different categories or appliance or accountant that this isn’t just basic sales stuff and if if your if you have a lot of experience in sales and I want to see how this matches that with what you’ve been taught what you how you look at there are bluebirds there you’re 20 percent ers and they’re your regulars now I’m going to use part of our business and explain how how this works.
The Bluebirds of happiness These are the orders that they’re really awesome but they don’t come across come around all the time for 3 years. I sold Disneyland every deck of cards that went through the park Disneyland Disney World Epcot Center all went through my company there are not a lot of those now they’re looking for a company that manufacture playing cards in it to come at that time that last company as a regional manager for we actually one of the products we manufacture we’re decks of playing cards so we were able to do this are there cost to from us was $0.55 a deck they sold them for like $4.00 in the park nice profit.
Had them for 3 years a runner for order made some money it was great. Then they figured out that if they have the made overseas they could say 5 cents a deck and you know we lost the Bluebird I don’t think I don’t feel ill of the mouse I had a really great account for a few years it was awesome.
Now sells cars for like $12.00. So they’re the Bluebirds that they’re the ones that if you do all your marketing for bluebirds you’re going to have a rough time of it.
Instead you want to look for the 20 percent ers you’ve all heard of the pretty open principle probably 80 percent of your business comes from 20 percent of your clients these are the folks that when their phone number shows up on your phone you know it’s going to be a good conversation because they respect you and what you do and they know that you you deserve to make a fair profit they’re not the ones that.
As well explain shortly fall into a very different category. The 20 percent ers.
One of my 20 percent in the pro world was a bomb like you mentioned they just closed Chris course as a series of private schools in San Fernando Valley.
I think every time a child’s needs they give a teacher because we went through thousands of t. shirts with them. I was a teacher every time an l called I knew I was going to it wasn’t and it wasn’t even really a price option it was just Ok we need these we need these in the schools these in the schools in the school it was and if you have some ideas that would be great and I would bring her ideas why don’t we make them look like this and they should be Oh yeah no no no oh yeah so it was fun to be creative for them then there are the regulars I just wrote a calendar order for a client it was my 30th time right this calendar order which gives you subtract them out to it yeah working for 1st several decades in this.
I talked to Mike once a year and we calendars in fact there’s there’s a lot of clients that I talk to twice a year maybe to order their cheese shirts you know it’s just the regulars.
If you’re good with math and you just added up 6020 and 5 you realize that there’s 15 percent missing. I would like to just put a little warning sign here for those 15 percent of these are the ones that when you bring them an idea they say that’s great and how much is that well yeah but what’s my price they don’t they they love your ideas but they don’t respect your avail to make a profit.
These are the folks that can hurt us it’s one of the reasons that I avoided as much as Sharon was in the entertainment industry I avoided work in the entertainment industry.
There are 3 ways we can sell our products really you know fast fast incredible. Way that I was right price speed quality that is.
You can’t be the lowest price the fastest speed and the highest quality you can’t do all 3 of stand business so when you’re price starting to price your product and your service understand it’s Ok not to be the least expensive seriously not.
As we built our coaching business in fact we found that every time we raised our price our sales went up. We were finding we’re finding the Aquila equilibrium for what we offer to what we you know what the investment was to work with us.
When I 1st started doing pro coaching I think the 1st thing was like $300.00 1st so stuff it was like this just doesn’t work nobody bought it because well how good can it be for that little understand you need to make a profit and we give you permission to make a profit.
All our companies plan for this these categories the 3 or the 4 categories you use with a thank you. You can’t possibly sell to everybody and you don’t really want to if if 99.999 percent of the people in the world don’t buy from you that’s still an awful lot of people so you’re going to be fine which you want to do is you want to be able to niche down who you sell to we’d like to introduce you to Harriet instead of using the term target market or avatar or any of those other marketing buzzwords we’re going to talk invite you to meet Harry.
Harriet is one of our last novel use the word avatars. We have 6 different ones but we generically call them Harry and. Named after Thanks for asking and after my grandma it’s a fee this $1.00 particular one of the female avatar was named after my grandfather’s on stead of its name Harriet’s area.
2 of our Harriet’s are pictured here she’s 45 to 60 years old self designates as Christian although one of them was Jewish college educated her occupation is that she is the right hand person of the man that owns the company and I’m specific there because I’m going down a demographic description and interesting Lee.
If this job was held by a woman and her boss or her boss was a woman the whole the if else part in every case guy owned the company woman was the right hand person so why do I need to know why am I asking going through all the demographics is that when I met melody lower right hand corner.
She found out she was she ran the office for Dr Steven you he was the guy that did the work you know she was in charge of everything else.
When I met Gloria lower left hand corner her boss ran western states for Time Warner Cable and she ran the division everything that that wasn’t him doing actual lobbying and such was under Gloria’s preview phone calls from Blue Gloria were like.
We need more jackets come in on Thursday click she never heard me say Ok Gloria great talking to you. Like never she had her to do list you know when she walked into the morning it was 60 something things I was just one little thing she had to get done now I got to Harriet’s well because I knew what they needed service wise if they were in not age category if that was their job and you know married 2 and a half to the vacations revolved around the grandkids I knew what to Harriet was I knew the description.
And by knowing what Harriet looks like and how she needs to be serviced you know what what was the service that they expected I was able to do it better when military needed T.-Shirt so I always included a couple of different colors because.
I knew from asking a question you know I think I’d be open to seeing a couple of other colors for the shirts why not sweat out a couple of others you know why not you know show mucking ahead I knew that when she when they were going to do giveaways she she was going to need samples as opposed to just pictures I knowing what your customer needs you’re kind of doing that marketing is a science of choice your you know what they’re going to need before they ask for it and kind of like Radar O’Reilly you become in mash you become radar you’re you’re anticipating what they’re going to need before they need it so if you can start focusing your marketing on your Harriet’s 1st it doesn’t mean that you’re not going to.
Bring in your nest your net is going to carry out or catch other people right absolutely. And knowing all of those demographics also makes it easier to refer you so if we were to have met during you know just to get to know you phone call or resume meeting and I said right Who’s your ideal client who’s your favorite client who do you like to work with and you say everybody or you say anyone needs financial services that’s that’s kind of broad and I can’t really recognize that person but if you can describe for me that person like Hank described Harriet to you then it’s much easier much easier to get that referral because it’s easier for me to go oh yeah I.
Just met that person be a zoom yesterday I know exactly what the person looks like so it not only does it help you figure out your marketing message it also helps you get referrals.
B.n. I teach is something wonderful every business networking international you know groups. One of the things that they teach every week so you because you’re seeing the same people is that your your cell phone adoption has to have a specific person today I’m looking to meet the sales manager at the Marriott in Woodland Hills.
Now because I want to sell them this the concept is that well somebody could be out there sitting and say well I don’t know that person to marry but you know the Hilton 2 streets over in Canoga I know the sales manager there with that help well yes because you know you’re able to paint a really good picture of who it is so knowing who you want who you want to play with the most who’s most profitable who’s most profitable for you.
And who you like to work with the most they might be different. But you only get certain amount of time on this earth humans will enjoy what you’re doing here working for.
In our coaching business we don’t work with actors you know we’ve had actors say can you help me put a marketing plan for my mom acting career no you need a you need an agent there is a different term for that is called agent we rarely work with a politician I mean like rare there’s there’s like 2 that are currently not running that that are friends of ours that when they decide to run we’re going to work for them for free because I’m really I love both of them so we stay out of politics and our coaching which is hard because there are some people I really would love to help but it’s not core competency It’s not who we want to play with.
Says make sense I hope. Not not all the demographics and they don’t have to all your demographics here the big 6 age gender where they are how much they make.
Not all 6 are going to cover you are going to be part of your business you know they don’t all have to fit in there. There are real estate agents that only like to work with 1st time buyers they’re real estate agents that really only want to work with high end homes they’re real estate agents that only want to work with you know sellers so they didn’t niche themselves down you know in various geographic areas.
One of our clients their husband wife team their photographers. We narrowed it down so that if they asked 2 questions to a prospect. They know which category that the Bluebird the 20 percent or the regular person is going to fall into interesting they don’t happen very often but for them asking those 2 questions lets them know that they are a prime target and it’s it’s narrowing down now the 2 questions don’t matter a question that matters to them yeah it doesn’t matter to you because your questions are going to be different you may not get it down to only do.
Your Harriet is different your business is different and in fact on the slide I write your questions out there because I always have to remember what I tell the story that.
It’s a because the questions are don’t matter for you cause your business is different. It’s to demonstrate a point that if they’re if you can ask somebody a certain amount of questions.
And get that right answer or get the wrong answer that’s Ok too you decide if they’re if they’re a client or for a partner both of them are very very important.
Think of it think of it this way with these these 4 women here on your on your screen we’re going to ignore the infant who’s not buying it right so these 4 women in this particular example as you can see they only the car right they all need a car for different reasons they want different things in that car different benefits and features of that car so a good car sales person is going to message each of these 4 Heerey it’s differently so the same thing is true for your product or service you know even though we would argue that no not everyone needs your product or service it is quite possible that these 4 women might actually benefit from your product or service but what’s going to attract them to you is going to be different so your messaging to each of these 4 is going to need to be different in order to attract them to you.
Now here’s the other side of the sales. Formula there’s the demographics and there’s the psychographics most most most folks to talk about sales and such and marketing don’t bring this part up people buy for emotional reasons it’s all logical our job is to be able to relate with them and know what they’re what what are their goals dreams hopes desires what what is making them want to work with you.
The picture on the right is our trade show proof and some of you recognize it you know it’s based on Lucy from peanuts her psychiatric help 5 sense I’d always wanted to have that is my traits have been.
Before we built it we we drew it out and we sent it to all of our different area groups. And said what do you think of this. We want total honest total you know anything and everyone of them came back with Oh my god some version of Oh my god that’s so cute even the guys like that so on.
So we know that when we put that trade show booth up at a trade show remember being able God in the world to go to Teresa. If someone stands about 12 feet away.
Oh my God I used that they are not leaving without at least one of our books because we know our Harriet’s needed marketing help so we want to put that into their hands it’s so much better than a half by 11 sheet of paper to fold and that just talks about us and what we do we’re giving actual up now.
Here’s a hint inside of our books there are no I don’t know about a dozen different ways where our contact information is in there just does a subtle reminder but there is way over 100 pages of really good marketing help.
If somebody doesn’t get it they just kind of stare a psych why do I need a nickel like they’ve never heard of Peter. We know they’re probably not a Harriet awfully nice person we give them some promotional products and we do have that fire.
But we know that we’re looking we’re looking for her for our Harriet’s to come by and we know that if they get it half you know they’ve they’ve let that let us know who they are so get into their mind a little bit and know what they’re looking for here’s here’s an example this this is an ad one of my favorite ads in the world.
They are calling out to who their client is. And to answer your question yeah it’s a real.
Time Come Robert Lee I’m bald and look good I just. I sell my ability. Not to waste what Bill is like it is. These are mobile homes not mansions come into place if that’s what you’re looking for.
That’s what I got. To use some of the things. He did a great seat sell them these guys it was. A boxer in Birmingham hit me in the face with a christening which was in the Watts boyfriend broke my.
If you don’t for me in a going to hurt. The 1st.
It’s a commo than a cold liquidation get yourself a home or don’t I don’t care. He’s talking to.
You. He’s talking to his core competency he doesn’t have time to waste with people that clearly want something that he doesn’t have so where the story got your job I want to wrap this part up with we want you to become think of yourself as a category of one what do you do in your world that is so much better than everyone else in the same world you’re going to have competitors but what sets you apart.
Are people that fancy Jeff competitors in in our promotional product world. Most people are generalist but then I started taking 100 hundreds of hours of courses and I took the past the industry test and I’m not as a certified advertising specialist outside of the industry you know nothing inside the industry it means a lot Harriet doesn’t know what those initials are not at all.
I know that when I walk the national trade show floor for promotional products you know a marketing world I know I’m one of about 4 or 5 people out of thousands that have written books on marketing.
The ideas to set ourselves apart when we talk about coaching it’s we are we are a team. Our backgrounds are really different you know Sharon’s h.r. in the operational and the online world and you know mine is in p.r. you know p.r. marketing advertising and.
You know nother minor in economics so we teamed up we know that we cover a lot more than most coaches can when they’re doing themselves. To get up to the top to the celebrity Ok that that takes some work that takes p.r. time but you can be category specific you can be considered the expert of.
In your industry so how are you going to pay for it what’s your what’s your marketing budget. A wide range about 11 to 20 percent it’s going to it’s going to vary depending on your business.
And sometimes to finish this part of the budget. We have marketing budget. When we came up with an online marketing plan the small business marketing plan. Which is a do it yourself but with coaching plan we knew that it was going after have its own little budget.
As a new product the percentage of expected sales for that product was higher for marketing it bad for our coaching programs you know coaching for us when we know we invest this much we’re going to get about this much return I mean we now have it kind of dead now but when you’re a new business when you have a new idea treated differently because it’s new to the marketplace or you’re new in the marketplace and folks have to get an idea of who you are and where you’re coming from.
Remember And remember don’t stop that budget Nike spends $100.00 a 2nd on marketing. And they haven’t stopped even though we all buy tennis shoes so it started with your idea you brought it home and you have to name.
In fact one of the things we talked about with. Our on our coaching call this morning with she’s a brand new editor and she and it’s her focus niche in down instead of just editing books she wants to focus on Christian authors that’s her so we found that some u r L’s that work really well talking about Christian authors.
The next step is Will Go on name check you see if there and we’re going to go through all of the. Social media pages and see what names are available it’s not foolproof but it’s a good way to to get an idea right up front.
If you’re available you want to have the same name across all of the platforms you’re going to be on. Consistently is key you know if you go to Linked In your last creative services page when you go to Facebook you’ll find us that you will operate of in fact please do that go to the operator Please Like our page.
You get marketing tips every day that’s the trade off. Our website you operated dot com It’s all the same all the way across. So you want to do the exact same thing.
And do a Google search it’s it’s going to be Ok to change your name in some point we’ve had need we’ve done that twice we’ve changed our company name twice once when we moved to Arizona it was time to completely change how we were running things and we changed the 1st name we picked when we were here we decided you know that’s not working as well for us so we made a change we do not recommend you change your name twice in 15 months that’s a fair So please learn from our our mistake it’s doable we just don’t recommend it is very doable because we did it.
In fact from time to time we still finds references to our old company name on. Some website somewhere and we have to make that correction. Anyway it’s one of the reasons I’m going through all of our all of our past blogs right now is to update and make sure that all any old links are gone it’s a it’s a bear it’s doable but let’s get it right from the 1st time right.
Common misspellings of your name Jamie Harrison is currently running for Senate and I’m one of those it doesn’t spell the name Jamie right. Hoops so you probably should have bought both ways of spelling Jamie you know that that just once up right now.
And that’s really very common you know you see our name you loft we also own all the versions without the why at the beginning because why should we make somebody wrong you know if they type in the wrong letters let’s let them still find us old corporate name used to be promotionally minded and people would say hey I want you to be my friend Hank feels professionally minded and that’s what I said mean promotionally might write that’s what I said professionally minded while heck with that I thought professionally minded afforded to our website.
Let’s use u r L’s as a way of making our clients right. There are a lot of reasons companies have changed their names over time so it’s Ok if you if you’re you know if you’re making a change your business make you change your company it’s going to be effort but just know that it is Ok here’s the evolution of our company names we were a promotional product company that we started doing marketing plans so it was our marketing guy was the product then we moved here got changed marketing and then.
Ok it’s time to change completely we went the laundry and you’ll notice how we the colors used we went from black and black and red to black red and we kept the target where we kind of out of the Red Rock of Sedona into it as a you know not Heck with just changing bleakly So again to do it twice if we do not recommend that.
That was not fun talked about this already you can there’s 3 ways you can offer it pick 2 of the 3 If you want we prefer one of the 3.
But you can’t do all 3. Next we want to talk about the concept of sales funnels.
How do you get a new client interested in you. Your messages are out there and we’ll talk about that later you know where how to where to make your messages.
But this is the process that somebody goes through. To start working with you. There’s a free offer This is usually on the front page of your Web site.
You don’t put you know not don’t sign up for a newsletter nobody does. That that by 10 year old thinking. But the free offer right now on the front page of our all right site it’s a free sci search engine optimization reported at your website we’ve also had.
Free are free of our books for free We’ve had what are our favorite and social media tools we have a lot of different free offers that we rotate through to get people to want to opt in what’s the what’s the thinking there they will they opt in why do you want to be able to continue to communicate with them right so you want their email address so that you can send them additional emails give them some benefits teachable moments you know some things to keep you top of mind even though they may not be ready to buy from you quite yet be able to keep your top of mind so that when they’re ready to buy Oh yeah there they are so does that mean that every e-mail should should be a sales email for information no more that’s why I said the information right give them some some tips.
Some things that will that that tie what you do to what they need. Example when we publish a blog we send it out to our list hey we have we have some new information for you if you want to if you want to information about this particular marketing idea I have to come to our site and it’s right here for you absolutely for we want we want.
Our list our folks the people that have an interest in marking their business. We the care and feeding of our lives is we give them a lot of information that’s how they get to know us you do to the exact same thing remember it’s a it’s a Google world and people can probably find out how to do with a you know what you do but you’re probably better at it and them doing them so well and you can probably get them where they want to go faster than if they try to figure out so right after so what use Karen is the example right we could probably google how to restore our king yeah Louis.
With 14 so not my thing. Karen is the expert on this that’s not my expertise so we could probably google how to restore it it’s probably going to take a lot more time for me to to follow along in the Torrijos and figure it out and go buy the stuff and write all of those things in the knowledge just hire Karen so it’s easier much faster easier and probably better because my amateur way of doing it following along and doing it versus paying a professional it’s gonna be done faster and much more accurately than that night.
Now she might by the way she’s a shoe screaming to let us know she specializes in American Shaker furniture I don’t just. Know what was accurate I was just saying it’s night and day the you know the level of a lot of people yes they do their own thing but eventually and and those of the clients too that we don’t.
Market to or you know but has. But yes. Well and for you it could you could have a whole a whole page about her on your website did you mess up your own furniture Here’s how you might fix it and I would put 5 or 6 different blogs there here and most of the time yeah well they have they’re just going to bring it to you.
Just don’t get yourself down that hole in the 1st place yeah get to me anyway here is another way or another way think you know if anyone is doing a restaurant.
We always tell restaurant owners Here’s what we want you to do. We want you to shoot a series of videos the talk that show your chef cooking all of your best all your best dishes the restaurant owners it’s a no then the low how to do it not just do it at home are the ones which aren’t going to make it the ones that say oh my God that’s a great idea realize all it’s going to do is get people hungry and say heck with it I’d rather just have a professional do it so.
Right or that or not while you know or just Yeah exactly so now let’s let’s move to the next step. The trip wire product you could be that Karen could send sell a a $10.00 how to refinish any piece of furniture in your house and she could take you step by step what to do now that doesn’t mean you’re going to be able to know how to do it it could also be you know please I would look at when do you pick up.
Do I have to bring it. Exactly that’s how I thought it was done you know you buy the book and then you call the 1st Oh yeah absolutely you know you know here’s here’s your next your next thing you may want to do a book of tips sell it for $10.00 How to refinish I think $10.00 here the basics do it yourself most of those folks what that does is that becomes something that you actually can use as a giveaway if somebody brings you want peace of furniture and they say you know I was there I have this other thing I was thinking of trying to myself well here tell you what here’s our book you can see it has a $10.00 on it you can give it to them if they if they did business with you want you go try try it we can always fix it fix what you did later.
This is was the pap hour early. That’s my whole philosophy too that’s how I like to do business but you know I really thought I was and I can do business like that because it’s.
Just I mean it’s true you know try it I’m happy to you know happy try it but you know what’s mine I started you know was what will happen I know that.
Being up you know. Every time every time someone says I’m going to build my own web site I know we’re going to be talking to them at some point so.
Yeah right I get it exactly. You know so here’s the next step up. The up so after they get to know you there’s a. Psychological part of the trip wire.
When you buy something on Amazon when you buy something online or or you buy that thing you wanted if you was good we enjoy you know chemicals go off in your brain people enjoy doing the idea of the trip wires to get them used to shopping with you.
Then you have your basic products your core products and you always have a premium product you know here’s here’s what our sales model looks like we do free webinars all the time we do we will sell our books although if you’re here today at the end you’re going to get at least one of them for free.
Standby. Sometimes we will sell tickets to our bootcamps sometimes we give tickets away for free we have our repair service we have you know so we have various programs you want to be able to meet your Harriet’s at the level they need you Robert you’re not in the blank business you’re in you’re in the business the marketing your business.
Your job is to get people to raise their hand for more information that’s what your marketing is supposed to do we’ll talk about. Sidewalk signs of a little bit but here’s a here’s a example before we left l.a. we had several garage sales and instead of saying garage sale we use signs that said come by or stuff.
We got a lot of people that stop by to say we normally don’t go to garage sales but we saw the sign and we had to see what you had you know our job was not we were in the garage it was our job was to get people out of our driveway so they would put money into the can were all the money was going to to a nonprofit and just take our stuff because I hate Rochelle.
That’s a whole long story but you’re not in the blank business you’re in the business of getting people know who you are so you want sidewalk signs your messier marking messages they give in terms of sidewalk signs you’ll notice that word says come by our stuff I didn’t list all the different things we have for sale is just a if you like stuff and you know by definition because that’s what I had written side if you want some cheap stuff.
That somebody is moving away come over here so that’s that’s our point. You’re going to see this the slide 3 different times doing the things your competitors won’t do gives you money they will never have if you’re taking the extra steps to do things right you’re going to have the money that your competitors won’t do because they’re not doing it right.
All right let’s do a few Let’s take a couple of deep breath this is not how to sell insurance we’re at a trade show guy saw walk by our booth saw that we did Mark and he said Oh well check me out turns around showed me his jacket.
And he had the screen printed on the back end and honestly I wish I had kept this car I can’t I have no idea what happened where this guy’s card is from but I’m always amazed this is not how to sell life insurance there are the right ways to put your networking message gather and there are the wrong ways someday someone’s going to come on our Web I know that guy I know I know I really like it but I really want to find this guy I want to see how he’s doing he was very excited that he had given out 10000 business cards.
Now this is how to protocols in program when you have something that goes on social media likes of the effect of such in our best month that right you know every right after hiring us that’s the sort of way you want to market your business you see the difference between the jacket.
And the test. So when when I say duct tape what do you think of most of you probably think see this is what I like to do this in person of an audience is I think you’re just doing the weather much better instead.
Most people will say that role of silver sticky tape that when you unroll it it clumps together and you have to unroll more sticky tape it’s the antidote to w.d. 40 Exactly so that the at the Ace Hardware Store in Sedona little town they had heard from so many people that they want duct tape in different colors the duct tape made it various colors that’s just our little you know you’re just you’re a star where probably is bigger Here’s your marketing plan you’re ready find out what they want go get it and sell it to them.
Wow That’s that’s the marketing plan now there’s there’s a little more detail but this is this is what it all falls under find out what they want go get it and sell it to them you know we knew that small business not every small business owner.
Needed a marketing plan that you know entailed us working with them that closely for a year. Sometimes they just want to be able go through our videos and ask us questions Ok so we created the small business marketing plan it’s a different level of what we do but it still helps you know.
So sometimes it’s how you’re an emblematic How was it a ribbon cutting for the sprinkles out in. 1000 Oaks West like I’m sorry west like Boulevard there’s a big mall there and there was a sprinkles cupcake shop there and they’re having a ribbon cutting and I looked to the right and there was a sign guest comment card you know Dropbox I thought how awesome the mall care is they want to know what we think about the mall challenges it’s behind the plan.
So great idea poorly put into work. If the part of highways wants you to pay attention you know this sign goes up but what they really need to put out there is you know suicidal deer that’ll make you pay attention.
There’s actually a 3rd slide that I is it and here. It’s we shot the it took the photo in Washington d.c. is big white panel truck. And it’s just there’s a one foot by one foot sign in the very middle of this huge shock that has their information on a great idea.
For them so you’re going to need a logo. When it comes to logos simple is good the colors kind of matter you’re going to see an awful lot of those colors so you should like them there is a whole world of people that say different colors mean different things Ok fine that’s great.
I I don’t subscribe to that as much as those folks who would like to sell you books on why color matters. Typists matters it has to be readable.
If you’re if you use in some weird I almost said I was cursed there were. Years in a weird typeface and it’s not readable. That’s going to hurt you and please don’t do yourself.
You know I’ve done dozens and dozens of logos and you’re so much better off having a graphic artist to this to be much happier. Here’s a couple of examples did you notice do you know the Fed Ex logo do you know where the arrow is you have see that it’s right between the it’s right next to the x. now you see it’s in the blank space you’re never going to look at the facts logo without seeing the arrow Spartan lower left hand corner that’s you see the Spartan helmet but it’s really a golf course so the 2 tie together of.
Poker Hill’s Ok So those those 2 cards kind of make little mountains but you’re also peering into the cards Amazon you see the smile it’s also an arrow you know the arrows telling you m. is on is everything from a to z. lion bird how many of you see the lion How do you see the bird when you see both so a cool logo you can can tell a lot of things now in case of our logo Sharon and I are the product we use ourselves we use a photo of us in the logo now.
5 years from now we’ll probably have to reshoot those photos will get Val Westover out here again when we shoot those. So.
We were we were at a swap swap meet farmers market that that a farmer’s market in our little town and I saw this pavilion and I’m looking at the sign back there and say you know that looks really familiar.
Here’s what that sign said there are Magnolia Charlie’s and it was just ugh and me Magnolia kind of that looks so familiar How do I know that. When I did some research they had ripped off Magnolia Pictures don’t do stuff like that this is this is what happens when a lot of people do stuff themselves they they think it’s Ok no don’t don’t don’t don’t don’t that’s that’s a bad thing don’t create confusion in the mind of your watcher right this next about websites is really important I would go to the bathroom right now you know that’s just me but this is really important.
You know to some things here. People look at your website Gone are the days where I could say hey Sharon your call Karen for for ventilation or restoration that piece of furniture and you just call it she’s going to go website it’s going to go social media she’s going to hot you know she go check out what you’re doing schooling all your videos why the why Karen why not Jane Doe next door then claim she does exactly the same thing and you’re going to see those words with video a lot you’re going to see this several times because it’s really important.
This isn’t your brochure a lot of people put up a website they say Ok more upside down and they haven’t touched it for years. Biggest sake huge mistake has to be built more press office way for me to scream but I want to use that other you know yeah easy cheap thing that you advertise on on television you don’t get anywhere near the at c.o.s.c. a search engine optimization for your site now some of them are are decent but they’re not as good as WordPress Yes we’re press you’re going to probably need developer but it’s worth it and if you’re if you’re coming here and switching your business as opposed to brand new if it’s 3 years old time to update it.
We. Are almost at a point we have I guess I think our website has like I know one more year of. Serviceable before we will change it completely.
Yeah it’s a pain it’s a little pain I hear is. It’s worth it. We looked at how I can send them there we look to a brand new client our 1st meeting was with them.
Last night on the phone. And they were showing us there they have a product that is coming out. That it’s a u.v. based that kills Cove it you know keeps people safer and they were showing us their development website it was built on a page of their own website and as soon as I looked at it I said You built this website in like a g 95 right how did you know because it looks like it was built.
In 9095 you know the look you’ve all seen and you’ve gone through web site pages and you see of and sometimes it’s like oh my god it looks so old.
And it does have to be constantly relevant what that means is you’re going to need to be adding information to it on a constant basis now most of the time your services are going to change but you can add a blog and in on your blog which you’re going to be adding to once a week try some on once a month at the outside you get to demonstrate your competence and and here’s I’ll use our website is an example because it’s our website if you go to off creative dot com later on and look at the blog you will see that on the right side all whole bunch different categories what are you interested in you click there and shows you several different blogs that have to go with.
You want to demonstrate your competence because if they’re going to Google it why shouldn’t they Google you. As opposed to one of your competitors so if your website is constantly updated and yes this is work I get ahead I’m sorry I apologize it is a work running a business does take a bit.
So and but trust me this is worth it this is this is so worth it every bit of time you invest in writing a blog is comes back to you 10 times because you can then share that log out to your social media you know link out your social media that it with a note says hey if this is what you’re interested click here to bring them back to your website now you don’t do that just once we have we have some blogs that we have shared on our social media dozens of times here’s what that means for you the time that you invest in writing that blog gets worth more and more and more every time you share it and some of our blogs end up in our books so the time that we invested in writing that blog now goes along our books and it’s so it’s the time you invest in creating content is very much worth it to you.
One of the I hate buzzwords but one of the buzzwords in marketing for the last several years continence King It really is being able to demonstrate your competence while you are better than your competitors.
And that’s the vast every time one of us finish the blog it’s a high 5 most. Now you also need a way to capture information and we talked about this already it’s that it’s a free report what what will they not be able to sleep until they get that report from you.
I often I opt into these for all time we look at tons of different blogs Oh I really wanted information you know it’s worth giving my email address sure i’ll because I know I’m going to get more information from the office of all do that and it’s really kind of fun.
That also gives you an opportunity and this is this is this is more than stuff but I’m just going to I’m going to see this there for you. When they opt in Boca Yes I would love that for your work on you know your 5 favorite recipes that you make your restaurant I would love those.
Then just before that gets your e-mail they’re going to send another e-mail says hey your reports on this way are recipes or other way would you like to would you like to book a time at the restaurant Here’s a link to our calendar or in in some other His Hey your free report on x. is coming by the way would you like this other really cool report we have for only $5.00 It’s a trip wire this is way more than stuff I want you to to have been exposed to and I want to understand this is this is how you get your web site to work for you and it’s why your Web site is so very important.
You know for your business and it has to tell your story. The a lot a lot of folk fall down here and they’ll tell they’ll have some generic story about their business without ever mentioning the names of the owners and and we know that if you’re watching our video we know the folks that come the score.
Webinars most of your sole proprietors or the very least you will have a few ploys. Your store your picture your a video of you talking several videos of you talking need to be on your website What’s your passion why did you start this tell tell that story because you’re going to speak to your Harriet that way and then they’re going to know well that’s why I want to work with you versus Jane Doe next door the claims do the same thing.
One of the videos we suggest on the front page your website it should be it’s a real short one and this one is this one you’re going to the proto shoe it’s that hey welcome glad you found us this what’s going to fund our website can we talk to you later it’s it’s just a short and it’s interaction.
Here’s why it goes there all the search engines know that video is harder it’s one of the reasons we’re stressing it is that if you get used to using your video tools you’re going to get more search engine juice as it were because every search engine knows that most people are doing video and they know that if you go the extra mile you deserve your telling the Internet Hey I’m I’m making an investment in the Internet to promote my business to I could.
Get Paris is like oh this is the cool part. So just that your video on the front page your website is going to help you now if you want to see early early hook you want to look at ours you know we were stewing some shots with with our our video guy and you know it’s there.
The videos that we shoot off the cuff are probably more you know more us but it’s more of the official and so look at that one. Look at a few of our of his who get an idea so if you need a Web site we want to give you a free tool.
If you have a Web site and you want to upgrade it if you want to check out how your web site is this is a free tool for you.
This web site under construction dot com. We step this up here’s why completely transparent and when you look at the Web site you’ll see completely transparent we know that a lot of people who need web sites need coaching that’s why this is there whether.
We do not sell from it all we do say here’s a really good checklist because a lot of times you will remember you know we got that good check was there let’s talk to them all out there for this is this is a sidewalk sign that we put out on the Internet.
Saying hey can we help you if you wants more information come talk to us now when you fill it out if you want to get it on it we have several developers that we have that did and we know they’re not going to screw you because they would lose all of our business they are really good at what they do so if you want that help this is there for you or just just hit that red button steal our chart.
Go through the checklist it’ll help you make your Web site a lot better and totally free go play with it we we welcome you to go play with. Remember we don’t say I’m just a little business I’ll come back and do the website right letter please direct action.
Let’s talk about social media. This is a rabbit hole Yeah.
We have we have a lot of other webinars on all of these topics if you would you put in the chat your marketing advisor I was looking in fact on Monday we are doing a web and we’re going to webinars on Monday so the morning is the basics in the afternoon is the 301 level and not and if you go to your marketing Advisor dot com which I’ve Got You can go for free.
All the information is right there so enjoy Come come join us. You know your investment for in years in your score women are paid off because now you get to publish for the webinars for free.
Social media is just like any other tactic social media gets a lot more play because it’s very easy for the media to talk about what’s going on on social media.
But it is really just one tactic when you know you need to do it it used to was you had to have a an ad in the Yellow Pages now there are so many you know there aren’t so many elevators anymore although in our area there is a contract the local cable company has to produce the other pages because it was part of the deal a baby 20 years ago and it that we’re going to still have the yellow pages for like another 25 years in our neighbor in our area.
Here’s why you’re using. So like with any other marketing tactic you want to make sure that you know what your goal is why are you here why are you posting so one reason is to communicate with clients right they want to know you want to stay top of mind with that you don’t want them to forget that you exist they want to stay top of mind clearly you want to develop new business especially if you are already a new business you need to develop new business.
So like Hank said before right he’s he can’t refer me to him in the previous example to Karen and I’m just going to go to Karen right I’m going to a looker up and part of where I look her up is on social media why care and why not someone next door so develop new business you want to be that trusted referral source you want to be the person that your Harriet thinks of when ever she has a need even if it’s not your core competency.
So in using Karen as the example yes Karen does antique restoration but if her Harry it needs a plumber Karen wants her to color and say hey I know when I know this isn’t your thing but I need a plumber who you know use you want to be top of mind so much that your Harry calls you no matter what they’re needed.
If you’re. If you’re Harriet is also running small business if your ideal client is also a business owner then by all means share business tips there are things that you’re learning about running a business or being reminded of mind all the time oh yeah right we should be doing that whatever that is.
Share those tips share those reminders even if they have nothing to do with your specific industry they’re just about running a business so share them and then if you can do any of that while being amusing all the better because really most of most the time Harry was on social media as a distraction from whatever they were doing right they were taking a break from whatever they were doing before and they’re just looking for a bit of distraction so if you can do that while being amusing.
Bonus points. By the way how often should they post on social media share every day.
Amen day every day every channel that you’re active on and that means every channel where your Harriot is active on really probably the same post every place it may be get formatted slightly differently but yeah every day and right now during this covert time.
In general so things may be different for your Harriet but in general most people are on social media about 10 am right they’ve gotten up they did their morning routine they got into work and then by 10 that I need a break so that’s when they’re on social media so you want to make sure that you’re posting a few minutes before like 945150 something like that.
If your platform is Facebook and You prefer to post at 7 that’s fine just schedule it you can do that right in Facebook schedule at the post at like 945150 something like that so when Harriet goes on at like 10 then she’ll see your post and do that for a while you can then look at those insights and see you know is is 10 o’clock really right for your Harry because your mileage may vary and we’ll talk more about this when we talk about social media and the video.
You know what you can see it in the section to 0 time to the things that your competitors were. Not. Creating video is is the world. Your You Tube channel is free to use it you mail address we suggest that you create in a separate g. mail address that isn’t your normal or your g. mail person for example if you’re if your company’s name is highlighters r us it make it highlighters Our us marketing at g. mail dot com So you have a separate email address and all of those notifications and such don’t clog up your regular email address you have a separate marketing email address for your company anyway.
People can say really nice things about you they can write really nice things about you and you can put those on your website at all say James m. Las Vegas Nevada says Hank you’ll often share a new off early night however if you can get them to say it and video like this it’s much more powerful if it.
Sounds like something. Here’s an example. Is it stronger in video or in writing. It was rather funny says Valentine these are on a.b.c. these Secret Millionaire and look I have done for you thousands speeches I’ve done a 1000 consultations and been around I’ve seen a lot.
Of clients or patients if you’re a physician not to use. Clients become their client today you’ll be so grateful.
So thanks for that Jim. We could we could have had him write something or we get a video far more powerful is going to be video and here’s the thing people.
Half the time before they make a buying decision people are will watch testimonials videos so they’re going to watch a lot of videos about it. And what’s really cool is in fact next month we’re doing we’re doing an entire web in our on on using video but one of the best apps there is that such a low percentage of people in in the millennial and Gen x. and Boomers such a low percentage of those business owners are are using video doing video that if you do video you will jump ahead of them.
The biggest thing we always have people say is but I don’t like how I look on video. I understand you. But you are you are you know what you saw get past that.
And your incredible on camera you’re awesome you’re going to be great. Because remember doing the things your competitors will not do will give you money they will never have video is really important so we’ve covered a lot of things that are that are kind of important just a few more following up are you a Sharon are you were 3 cars strikes and you’re out kind of person I was before I learned these that I thought was so me.
And then I look at this and look look at the bottom one that’s the one always it’s me 80 percent of sales are made in the 5th to 12th contact So if you’re also the 3 strikes you’re out gal or guy you’re leaving money on the table so don’t do that we do keep a list we have we have a database a customer relationship manager that we use we also have non-tax ways of keeping track of how did we follow up how many times when was the last time what was the date and the time that we followed up.
And the way so yes there’s an electronic version and there are many of them. There may be one specific to your industry some industries have one specific there are some that are certainly better than others we do recommend that if you’re if you’re not using an industry specific one that you have a c.r.m. that is built into your auto responder so that you have both together as opposed to 2 separate places you have to go there and most of them will let you try them for free yes.
X. the more expensive they are doesn’t necessarily mean they’re better. Just. Usually just means they have more bells and whistles if you’re going to use them all that’s great but often you will find that you don’t so yeah yeah we did one that was heavy heavy bells and whistles and we found one that that had all of the features that we’re using without all the features we weren’t it was a lot less expensive so there are a bunch more about this which again.
Are remember your fortune is in the follow up a couple more points. One of the greatest fears most people have is speaking in public I get it Sharon how many days in a row did you shoot a video oh my goodness you know I know you can’t tell the right this minute because I’m channeling my inner Hank but I’m actually the sire one of the 2 of us I prefer not to be on camera if you asked you know my preference was so in order to get comfortable I saw a video a day I did a blog a video blog every day for a year so it does get easier and yet getting on stage nobody’s ever going to you know hurt you just not happening you can run your own seminars we do we do 14 different 90 minute or 2 our webinars I’m on.
We do our small business breakthrough camps those are 3 day events actually when we do a virtually there 2 days and we do in person or 3 we do a lot of events.
It allows you to very much what you do. You can speak on panels we do word we’re doing 2 of those in the next month correct we’re speaking at a You Tube conference and what was the other one we’re talking about.
It’s a Women’s Action Network Ok so. If somebody wants you to speak on the panel the answer is yes. Either way here’s a here’s a tip if you’re doing it in person.
The picture of me on that panel of the Orange Order I got the wrong seat. You want to be on the far end or you will you want to the spot right next to the speaker you’ll get more speaking time if you are right next to the host who in this case was on the far right or if you’re the foreign mostly because when I sit next to the host I can I can tap them and say I got a really good point for this and they come back to me before they were on and if I’m at the far end they can’t reach over and grab the mike from economists aren’t there I’m just sharing that with you been on a lot of panels and what was really fun that when we all went for the chairs and I did get the room started out from the back of the room where I was already.
And c.m.s. like musical chairs it was emceeing events for other people always is good being the keynote speaker is great and you get these teachers teach on your subject in fact the photo at the top center I was speaking at the 100th anniversary of my college newspaper when I was there I was the Ad Manager and they were looking for someone on the advertising side to just be somebody found me.
And I got to talk to a lot of colleagues that I hadn’t seen for a long time and a lot of other colleagues has really come in. And if you need your if you need to know how to do it Ok it’s real simple the polite greeting the name personal relevant relevant information and then manage expectations.
If you need a a guide for speaking connect with us later on we we have one. Doing the think or things your competitors will have who will give you money that you will know they will never have public speaking is one of the best ways that you can market yourself.
All right last on the last. Our friend Cody. Bateman. The 1st time I heard him say this I kind of froze like wow it was a wild moment.
Appreciation wins out over self promotion every time saying thank you to somebody doing giving a testimonial to someone all of those paying it forward kind of things.
Are so much more powerful you are you than promoting yourself. If I’m invited to attend a networking group and it’s the 1st time I’ve been there. I will look for someone in the room that I know and what I stand up my comments going to be you know I knew most of y’all don’t know me but I want to take that shot this moment Paul.
Paul is like one of the best insurance agents I have ever met he has he has given me really great information and he doesn’t over sell it and heck I know you guys know Paul you know as well as I do but if you have a chance to work with him you really should by the way my name’s Hank a business coach Thanks also to.
Paul needs to say something nice about me or people will come up and talk to me afterwards if it’s one of the best ways showing prescience will win out every single time now we use we as a program that we really love if you want to try it you know Sam you know to let you try for free but find some program that works for you.
You know we drove when covert hit in April we sent all of our clients’ boxes of brownies and we got 100 percent appreciation. Just keep in touch.
Being that one year we’re in we’re doing this one in October it’s almost time for holidays you know if you need holiday cards go to Mary Mary the printer dot com She’s she’s an amazing printer she new custom print customers very she’s great but holiday cards that doesn’t this would be a really good year for Thanksgiving card you know I appreciate you being in my life is a good one.
You know so that this would be this is the time for that so please consider that. And you want to be here for a powerhouse for those of you know this is a rolodex.
But. Being able to refer people out is really important what’s also really good is being able to have an affiliate program that’s where people sell you out and you give them a cut for example.
Our affiliates the folks that want to be in our affiliate program sometimes they will send out the link to our to the Small Business Marketing Plan dot com And when they do that they send that link they have their own custom link that they send to their people and say this is a really good product you want to try when their people click that link and end up investing in the program those folks get paid a $3.00 and $3.00 check just for referring.
People if you have an affiliate program or people can sell you out for a cut of it it’s kind of a commission sale but there don’t work for you.
It can be a really great way of building your building your sales and we talk about this a lot more in boot camp that this is kind of the basics of it you want to have a program where just for them thinking of you they get paid and you know it’s nice that they do it out of goodness or heart but it’s also good to make them part of the program.
When one more thing winders keep you focused. That’s why they put 4 you only put on resource a lot of times but sometimes they block what you’re trying to get done in your business.
Make sure that you’re always looking around when we’re on vacation and I’m photographing the sentence I always repeat to myself as Don’t forget to turn around because the tour guide might be showing us this really beautiful statue and if I forget to turn around and see oh my goodness look what they didn’t show us in the clips over there remember to turn around riddle around get it to have that 360 view of your business.
Take a breath it helps so you just learn 20 different steps to get your business instantly profitable. Now what you’ll notice that unicorn they’re. Having your biz your marketing plan completed marketing plan are completely Web site the same as a unicorn they don’t really exist you’re always going to be updating so let’s give you a few steps that you can take right now.
This little meme shows up on our Facebook page all over social media images all the time my work goes. There are a lot of things that you can do for your clients and for your prospects that take sooner was 0 talent you’ll notice that when we were at the top of the hour we started we started right on time didn’t say you know we’re going to wait 5 more minutes for those folks to comment now we saw some people come in a little late they had other stuff in their life and that’s cool but.
We started on time because that’s that’s how we run our business and we want to make sure that that we should about. We’re prepared we knew we went through the slides beforehand we knew it was coming with we want to talk about what are we passionate about what are you passion about share that passion allow that to come through it’s completely Ok when you’re in the room be the energy in the room and that is really hard share and I think you look at number 5 and I just just mothers I have got to be.
Just not my strong Yeah but you fake it till you make it you know when you see Sharon and all my inner Hank when you see Sharon and networking groups like oh my goodness.
In fact I have to share I have to tell you because of coke head. Sharon has joined a couple of their women’s groups so I’m not in the room.
And I will hear her talking from the office it’s like oh my word you’re She’s amazing it’s just the energy that comes from sure it’s like all my words ha wow I just pressed as all heck.
I marry so up. And traveling that extra mile you’ve all heard the expression there’s very little traffic along the extra mile to a trail it’s one of those or we’re about to give you some free stuff because we want you know we know you invest in a way that are we want to make sure that you get you’ve got you get more and more value than you know your thought of.
All right your 1st steps make sure you have your marketing budget in fact the budget for your entire business everything you’re ready for it’s important this is why your team is going to help you.
What do I need to budget for these things there are some things that. Let’s say you are building out of this you’re starting a retail store there are so many things you have to budget for that you didn’t even know are there all my God I need a permit from the city how much is that going to cost all of these budgeting things.
So create and understand that don’t don’t rob your marketing budget to pay for other stuff. You need to keep that going. When you were when we were early on did you start to write down some of the names of people you wanted to have on your team of advisors a job well done you need to do that seminars score has so many awesome webinars there are excellent and now if you want some free ones you can go look at our list our list changes every month it’s your marketing Advisor dot com We’re chat feel free come any time you want any of ours you know have a free pass because we just gave you the u.r.l. that lets you know where they are.
And get coaching scores got some great coaching. I hope we’re coaches but we’re not here to sell our stuff so much as let you know hey please refer us out remember that affiliate stuff.
We pay referral fees for coaching So that’s how that part works I get really proof ition with your tools practice shooting videos practice being on video. Can’t really good at posting on social media every day it’s I don’t understand it’s work.
It’s so on the back for you make your list of marketing goals from here go through your notes you know before you’re done today go through notes I know it’s Saturday you’ve got other things to do go through no.
Check off the things that you want to go back and revisit. When we go to our mastermind Sharon and I each take notes in 2 days I probably come back with a dozen pages of notes usually And then Sharon and I compare and we make a list Ok what is what are our goals.
12 because there’s 12 months a year 3 because it’s the next quarter want what’s the most important day it’s going to be done now. Earlier we talked about one of our books we have we’ve written all of our own books but our next book is called Partners and everything and we want to interview people that are our partners in businesses so since there’s an investment to be in that book and there’s there’s a lot that goes with it we have an affiliate link for it so we’re so we’ve sent that out to our list hey you know we need help finding couples who want to be in this group in this so that that used to be at number 11 and 12 on our list but now that the marking checklist for sales has been out for a year it’s now number 233 gotta get on that.
Take your notes and go to free marketing consultation dot com you get us for a half hour for free anything you need to talk about about your business except the illegal stuff because we’re not lawyers.
We can help us do you have questions about hiring Sherrod’s all over Jeff question about you know building a website and how to design it we can help you with that whatever it is we’re there you get a half hour for free and you’ll notice how we use a u.r.l. that makes what are you getting a free marketing consultation Yeah that’s free marketing consultation dot com.
It doesn’t have to be it doesn’t have to be technical So here’s a question did you learn something today did you have a breakthrough today if you did fantastic and if you want more here are here’s some free stuff really told you if you got a free marketing consultation people report back that they either increase their sales by 10000 or save money by giving them a new place to go and saving the money so that’s going to be really worth your time to invest it you go there there’s a few questions to answer and it puts you right into our calendar.
If you do that you’re going to get a couple of our free reports that we use retire or those 7 ways to improve your s.c.l. which is a really cool one and one that we wrote for our clients that we now offer to everyone how to be found online for free you know during Copa time and you get whichever one of our books you want just after the Ask a status like ask for and we send it to you it’s that simple.
Last reminder never be satisfied where you are you know. Being satisfied. Means we need real like that can we need to spark it and you always want to keep moving last thing we’re going to give you for who that’s interesting did you did you see the you know last thing we want to give you for free our next Bootcamp is in March of next year the dates are there in l.a. it’s March 11th 13 if you want to go to Phoenix if you want to go to Sedona cool.
That’s assuming we can do in the person that we are not convinced we can you know. If we’re not will do will do them virtually we’ll do the 1st one in the 3rd one will do 2 of them virtually So if you want to free ticket.
I’m going to give you one more web site to go to it’s Plan your marketing dot com If you go to the marketing event you can invest in a ticket if you like if you would like to pay money to go police but since you were you kept your score if you would like to come for free it’s Plan your marketing dot com We were only take 50 spots so you may want to reserve your spot now and we know we take a a waiting list and we know we get close to it roughly 10 or 15 people always have to back out go to the next one so we have a waiting list better to have your seat now better to have it not need it and not be able to get it so grab your seat now because you will not be able to get one in February so if you know we have questions there this question time we can take I have or questions you want I thought to me so with her hand up I don’t know if that meant she had a question or she just did it by accident if you have a question go ahead an on yourself you should be able to do it yourself you can also if you’re having a trouble a new thing and you have a question you can.
Type into the chat you do the type the question in the chat or just type in that you want to be a need and I can do it for you if you’re having a challenge those are your options and you yourself ask me no I’m you or type your question.
Probably of all 3 are perfectly valid. And if you want to know the name of the cat This is Tess in that over there that’s you know they can’t see past.
Testes to see is popped in a couple of times opt out. She realized as as we started doing a lot of webinars here she realized that I have a pad under here to mute some more of the sound and she realized it’s capsize So now she kind of hangs out here so the cats muting my sound good.
Any question you don’t seem to question so well how do you think you’re really slow typist or you don’t have any question which you go to so you’ve got some other free options get our free stuff love to send it to.
And I guess that’ll do it if you if you come up with questions afterwards. You have the e-mail I mean sorry the Web site free marketing consultation dot com Just go there you’ll get 30 minutes free no obligation and will answer your questions you are very welcome all of you.
If you want to be on The ViewCast go to TheViewcast.com gives you the details to send us an e-mail stating “I want to be on it” and we’ll get you on it so look at that we have hit the time straight up indeed.
So remember, if everything happens for a reason, be the reason things happen!
Thanks for coming on everybody; we will see you next time!