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!
UPDATED April 30, 2021
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 7:30am coaching call with a client that has a brand new business.
So welcome to. Marketing the new ideas new business I love this this is one of my faves. So awesome James. This is there are a lot of ideas on this one in fact we have a modest lives challenge that for most businesses that are new faces that most of them don’t get through the 1st 5 years and there’s there’s some challenges that come through.
And we’re going to cover a lot of those challenges right up front things you should be ready for. On to make sure that all you all can hear us well if you do hear us too loud to soft let us know because we can speak louder or softer put it in the chat please yeah we don’t want you to be a statistic here’s we’re in Talk about 3 ways to prove your concept.
17 ways to get launched properly there’s a lot of steps that go in there your next step similar give you some free things and some free help so that’s what we’re going to be covering today oh my gosh you’re engrosses and you share good to see you.
Virtually even figure tomorrow oh I can’t wait I want more Also we get to hang with Cher for 2 hours that’s going to be me I’ve been I’ve been looking forward to her kickoff if you have questions hold on to them we’ll will capture at the end we have blocked out Square has a block have 2 hours and that’s what they tell you 2 hours we will be finished before then the content the content of the finished we always and make sure we have enough time to answer whatever questions it doesn’t have to be about anything we cover today anything business related you know will touch on social media they would have more questions about that or will touch on websites every few of specific questions about your website how to build it where to build up all that stuff we can answer those does well just a little bit about us were voted America’s number one coaching team for small business marketing that’s us competing for that title on the right side we turn to watch your present entrepreneurs last year we had we had 3 coaching clients start their business during event emic and they all finished the year profitable real happy about that.
What we do is teach small business owners. Something really important that’s to make your business serve your life and not necessary your life serve your business you started your business have fun with it so let’s get that done the right way and that’s where our mission is today you’re going to learn a lot of.
Small corrections now so if there are some things that we talk about in here you’re not doing all you can have a larger fraction but our coaching clients get a steady stream of small adjustments because remember when a plane takes off in Los Angeles heading for New York it doesn’t go in a straight line there are all sorts of things that affect whether other planes.
Whether they have to go on autopilot or up or down around the weather so. We’re going to just you know whole lot of those even just your own car you know back if you can to go to the grocery store you can just point the car and then let go of the wheels you need to get on the wheel and make those minor corrections as you drive down the road so sit there with your business there we can give you something free to help your new business last year we changed our podcast into a view cast it was an hour long podcast and a lot of our clients wanted to get on the pod casts and we had to teach them how to do that.
So we made it a video and it’s it’s really long it’s 7 minutes 21 seconds because our anniversary is July 21st. This is free. Send us an e-mail the have all the information is in your chat and at the bottom of the screen you just go to the view cast com You can see how some of our offices are going in fact new episodes dropping to day else as we have a break in the episode gets dropped.
And you’ll see how it works here’s a hint there’s about 12 questions that go along with it and since we teach our clients that brevity is rewarded. You’ll answer the questions of this back the answers and if we don’t get a full page for every answer you’re going to have a shop so we can fit you industry into our format you will be on and this is for totally free we would love to have you join us.
Something else that it’s free for you just mentioned here at the top when we’re talking about ourselves we do a small business breakthrough bootcamp a couple times a year our next one is in June it’s 3 days only 3 hours a day so you have the rest of the day to work on getting your working put together we very much put your marketing plan together come back quickly tell you what’s working now how you can use online tactics traditional tactics how to attract the most profitable clients we talk about you know mindset for your new business and all sorts of cool stuff if you like a free ticket you can drop your e-mail in the chaps and we’ll add you to list or you can go to plan your marketing dot com and you can see all sorts of details and see videos about it and decide if you want to go there here’s a pay isn’t about.
We go to a lot of webinars and what tends to happen is we see you get to the end that only works if you hire that person for their system that is not what today is about everything we’re going to teach you today you can do yourself you’re going to get half hour free time with us if you’d like it to go through any that gets you moving quicker it’s part of the deal we make a score so.
Take notes and we’ll get through it we’re going talk about well here’s your here’s your table of contents for the day after write it down just know that we’ve got a whole bunch of steps and we’re to take you through.
So why are you here. We know when we do this weapon are the most everyone is in the 1st couple of years of business or earlier. You have competition you know you want to stand out from it you see large companies market so how do I do that and understand please know that marketing is not something you’re ever going to stop there is a reason that Coca-Cola and Dell Computer and toy Yoda he bring adds that we all know what they do so this is a never ending process and we don’t want to assume that people know what we do.
We’ve we’re small business coach but we have we’ve owned a promotional product company for 30 years. And I had a client wants it said Hey Hank your coffee mugs so.
I didn’t sell those 2 you know that was my fault because clearly I didn’t let him know one of the for our show products that we have our coffee mugs so we want to get into the habit.
Of letting our clients know what we do and this is a constant communication with them yes marketing is hard. By the way but you’re also has right in fact there is a duck there’s a double slide there.
At the bottom you think sure it’s funny because I think shares. And one of the write this one down when somebody says thank you when you’ve done something really cool for them one of our favorite things to say is You’re very welcome please don’t keep us a secret.
I learned that from years ago so I share that one. Letting people know even if you just give them a tip. Please don’t keep a secret and that’s why you’re here actually you you don’t know it but you’re here because of my mom.
Sir many years ago now at our family Thanksgiving. We went around the table 3 days and said What are you thankful for and it came to my turn I had I just had a funny situation I was a regional manager for a national company the time and our national sales manager just quit and all 14 regional managers are sitting at in our regional manager meeting getting ready to start all wondering who’s going to be the national sales manager and several of us were going to go for it and the owner the company walked in followed by a son who had just joined us a few months ago and said and I can already see 2 new sales manager and we all looked at the door and then we realized it was junior who worked in accounting for about 3 months.
Dear Now I got to share that story around the Thanksgiving table my mom and she said what would it take for you to start your own business having bought it.
And I kind of gave her a flippant answer as well as by fax machine because the one I have is owned by the company and she looked at my dad and said Ram a check and 2 weeks later we were launched.
The most fun part about that is all of all of my clients kept you know when I would tell them hey there’s a new company name your business card they were buying for me it didn’t matter what company I work for and most of them said What took you so.
And my answer was why didn’t you tell me I should and their answer their most of the time was. Can’t want to feel more than you want for yourself so that’s our That is one of our driving forces so you’re you’re here because my mom told my dad to write me a check for 500 bucks to get a fax machine so the 1st step in all this if you have an idea and and James said he’s going into the passions so.
Is your idea valid Well of course it is yes. But we want to see who else is doing what you want to do you know.
We want you to proceed with a little bit of caution because if somebody isn’t doing it that could be really good but if somebody isn’t doing it. There could be a reason and you want to do a deep dive into it.
We had a client couple of years ago she of an auto repair shop she wanted to open a coffee store. And we said why again why the good Globe be around here well g.-d. gave you how to make coffee Yelp if you ever worked in a restaurant know.
Long story short we rarely say no to a client and we did all the research we could and finally ace a place opened up right next to her auto repair shop so we said Ok look here’s what you’re really doing you’re opening a waiting room does it happen now and you’re going to sell coffee there and you’re going to give coffee to your customers for a phrase so that that’s this is the rationalization and you have a year to prove your concept.
So we we he couldn’t wait for that year to come up yeah at the end she she said Sharon you’re I. That idea next time I want to I want to blow you know $25000.00 just tell me to go to Vegas and not read at least I know that’s all I’ve got a little.
And we did the research we said look there’s a there’s a name of the chain here there’s a name of the chain in a chair right a block and they’ve got a drive through and you don’t and there’s another one opening right next door that that don’t I think they’re opening right next door and they’ve got the busiest corners in town and you don’t and we we reality tested and reality tested.
Well you’re somebody yeah yeah she’s in a small town hiring is not that easy spot. So we want to google it we want to make sure. And if somebody is doing what you’re doing it’s really great way to get some ideas that you can tweak and develop by the way these are these are some of my favorite times the one of the left we see every time we drive to Los Angeles from Arizona that is so out of my favorites.
So. This is a story that that might help because we need you to be focused. And when you’re starting your business quite often to do this and this at this and that.
Adam ace friend of ours we were in a mastering that you know. And there’s a there’s about a 100 of those of us that were in it and we would take turns you know over over a 2 day period teaching what we do.
Now I had a break from teaching so we were we weren’t teaching that that particular hour and a half and I wanted to see what Adam was teaching you know he’s a comedian but he was a he’s a he’s also a really good business person and I was the only one that showed up mostly because most people thought what am I going to I don’t need to learn how to be a comedian I’m not going to be as funny that but that they haven’t gotten a chance to get to know it.
And way takes off the red suit and put on you know clothing. He’s sharp as hell and you sag I’m really glad you came in because I’ve been listening you talk about what you guys do and I’m a little confused those was 6 years ago almost 7 I think it’s longer than yes some of that so I lay out for him now at the time we got our promotional product business which we do still we’re coaches.
We had an idea to start a publishing company for 1st time authors. Because that was going to lead to seminars around the country we had a plan. We were because they didn’t plan it was just expensive and took us off it did it and.
Threw it through another things there was a network marketing company those included in there and just just a whole lot of stuff and it took me about 2025 minutes to lay it all out for him and he sat there very patiently.
At the end. He gave me a quote that I will never forget and I share it with you now. And I love it Your Honor I totally appreciate that but just because you have an idea doesn’t mean that you have to be the one to create it.
Ouch. What he was telling is that we had a lot of really cool ideas but staying focused on what we wanted which was building a coaching practice. Was where the emphasis should be so as you’re getting started keep focus you know exactly what you’re doing and be really really specific.
So now when one of us has a really good idea of the other one all they have to say is. That the reminder that the tape does that take us in the direction we want to go or is it taking us away from where we want to go and interesting last year during pandemic time.
Our motto our motto was get comfortable being uncomfortable right 2020 was all about being uncomfortable things were changing everyone was pivoting it was a lot of being uncomfortable so we had to prevent the other kind of it off a lot of clients.
Instantly we didn’t have a whole lot of downtime because they were expecting. What we came out of that year was with another brand new slogan for our personal So yes these are personal slogans these aren’t slogans for our business our business slogan is everything happens for a reason be the reason things happen but that but we have a different personal slogan Yes this year is if it doesn’t bring us joy we’re not doing it so get focused in what you’re doing and remember that.
All right so you’re getting started you’re going to need your team now we’re not saying to go out and hire a lot of w. twos. Most of you are starting at a point or if you have a new idea you’ve got to incorporate this your Board of Advisors we have clients past clients people we just like in business who I know for a while until until we passed I had one of the best commercial real estate agents in Los Angeles so my board of advisors we have nothing to do with real estate but Richard was just smart when it came to business give me all sorts of great ideas.
You should make sure you have a good relationship with your banker I’ve had. I’ve had bankers call and say hey did you really sinus check it doesn’t look like your signature Wow.
And you never know when you’re going to need some assistance from your bank so make sure you develop a relationship with the what’s called the platform people as opposed to just the tellers it’s one of the reasons we like to use local banks as opposed to large chains although the 1st bank that we used in Los Angeles was called 1st by.
The manager they’re treated her branch like a small town brand you know bank so they had that kind of service. Make sure you have a really good account.
Now we’ve switched accounts for one really good reason. They just the the 1st 2 we we worked with were just not responsive and we know we don’t we don’t need a lot we don’t we just do our accountant regularly but when we do we we do we’re expecting a response within 24 to 48 hours even if the response is just I got your e-mail I’m looking at it or I got your e-mail us guys will have to talk because it requires longer than usual they want to type in e-mail but something to acknowledge that our e-mail didn’t go into a black hole that we’re not getting that but we are now so easy and they he is based in Los Angeles so if you don’t have a good account need a referral we’re happy to refer him.
If you have a graphic artist or get really good at it can now I’m I’m not a I’m not a huge camera fan because I am I am trained as a critic artist I’ve got years of experience that I use chorale draw it was straighter but most people aren’t and oh so camp is a really great way to do some stuff yourself it’s going to take you an investment of time to get good at it so always good to have a graphic artist there are a lot of excellent ones out there.
General marketing chief Mark you know some it’s going to help you with your chief marketing officer g. that’s what we do. You have a good web person. And I’ll put this right up front.
A good web person you’ll hear this later is not building your site in one of those free or cheap sites that you see advertising on television city WordPress That is right now that is the best platform to use someday that might change but it hasn’t changed in quite a few years and if if the comment just came across your head I just need something quickly and I’ll fix it later you’re going to see that those quotes come up on your screen in a bit you’re going to tell you we’ve never seen anybody start with something like that and then decide to fix it later they never do so we’re telling you now we’ve had to fix some lot of Web sites for a lot of clients that we’re generating revenue because they can’t be seen as well that’s and that’s a whole other level.
If you’re hiring employees make sure that you’ve got somebody in your pocket that can talk about human resources even if you think you’re just going to law not going to hire them they’re going to have a consultant there there are some legal issues with you don’t get to decide is it a consultant or as an employee the government decides and if you’re out of compliance that could mean big fines for you and if the if the individual you’re working with no worries that there’s not if you they could sue you and they could win and they could get big big bucks aside from the compliance issues so you do need to know what those laws are and make sure you’re at the ones you know wrote a book about human resources marketing if you would like that send us an e-mail info at you are creative in fact you might want to write down info at your loan forgiveness several times today I’m going to say if you’d like this for free send us an email so if you want the h.r. book or if it’s already in the chat that’s one of the things you can ask for legal.
Reviews a service called Legal Shield it’s about $40.00 a month and we can rerun every contract we’re going to sign through them and for $40.00 a month they do they look at it now they won’t write them for you but they will look at all of your documents and we have found it to be an incredible tool if you want info on that let us know if you have a lawyer in your pocket that’s really good to.
Know that legal things are going to come up and if it’s good to have that covered a printer Well I’m just going to go online and print them you know if you go online once a year of Sapulpa Boulevard a new spelt Sapulpa incorrectly because your finger slipped one of those online services going to print your all your stuff and they don’t feel that now it’s just whatever the images that you give them that are going to do it you know and by the way they also never going to refer you yeah so it’s by the way if you if you want a really good printer in Los Angeles go to marry the printer dot com She’s quite awesome and really reasonable price wise one of our favorite people of Mary the printer.
I t.. Sometimes your computer is going to go glitchy. There are quite a few services that you can have in your you know that will update and look at your computer all the time.
I have a Sharon. And. This is weird. However I just know that that IP is something you’ve got to have covered because it when your computer goes down or any of your near other machinery it’s a pain we had a printer.
Something happened so you don’t we still don’t know. We ordered a new printer the 1st partner came the glass was broken and so we had to ship that back and we’re after for real weeks we’re finally printer and producer happy again and we have a backup printer that we’re using.
That lets the in the house right now at the office we’ve got 4 different printers and 2 of them are correct yeah if anyone is the film business and wants a couple of printers do x. to blow up you know a video if you need a printer let us know we’ll ship that to you can blow it up and send us the video let’s all work.
Here also I don’t think we want to pay for the shipping now you pay for the show. What it was like a $45.00 pound deals and. What kind of of ended here are you going to be now we’re we can’t advise you here we are not lawyers this is a conversation about slide legal and accounting you’ll want to have a real heart to heart what you’re planning on doing with your business we were chatting with 11 young man that.
In the course of our conversation he said Yeah I’m thinking of living in Texas and in a couple of years well as the setting of a business his business that’s going to make a big difference.
Because Texas laws are going to be different in California so how about a really good long decision on you know conversation find out what the benefits and advantages and disadvantages in all of the tax documents you’re going to need and what kind of docs you’re going after hold onto There are a lot of ways to run your business and this is this is worse a good hour hour and a half discussion.
With a trusted accountant and legal. Yes we would recommend a conference call with both of them both your your lawyer and the accountant so that they advice you and get there on the same page you don’t want to say an l.l.c. and someone else to say corporate right on your back and.
You have to decide how you’re going to get paid now that’s generally the idea puzzle when we do this in person I get a lot of puzzled looks well they’re going to say have the cash or a check or yeah it’s good to know that in advance.
There are a lot of electronic methods and there are a lot of people that want to take your credit cards and process them for you and there’s that online service.
That. The fees are hefty and there are. There are there are issues with. Not reporting this because compliance is an issue the the word is could I can’t think of a what I would charge backs no no.
No because I know where you’re going Yeah but I can think of the right word anyway there are issues with some of those online ones they are they’re not a secure as they pretend to be so we invited to do your research and if you need to have a comp a call off line them we’re not recording them happy to do that so a marketing consultation that you’ll see that u.r.l. in the bottom almost every slide free marketing consultation you get a half hour with us.
There’s there’s a lot of people that are in the credit card processing world. And one of my 1st questions when we talk to somebody is how long have you done this.
A lot of temporary people it’s a big revolving door. So we can give the people who want to chat with about that but just know you know. There’s a lot of them if you were to take cash make sure you have a chat with your accountant about keeping track of cash.
Because there’s if if you’re primarily cash business. You’ve got to make sure you’re keeping track of it because the i.r.s. looks at that sort of thing. So that they don’t want their cut Yes And for God’s sakes I don’t think it’s in here.
If you if you’re in California or any state don’t mess in California is called a Franchise Tax Board make sure you have a you’re taking sales tax you’re putting it aside and and you don’t mess with that so.
Yeah get your get your tax number every state gives you a tax number for free they make it easy as possible sign up to be able yourself out as a small fee but it’s small California so free franchise tax the Arizona is not but it’s small it’s like 20 some bucks a year it’s not a big deal are so rules of the road things were never going to want to hear you say I just needed something done fast I’ll go back and fix it later right later if you don’t have time to do it right now how are you going to have time don’t write later it’s good enough most entrepreneurs never use that expression because they start into the business because they saw somebody that wasn’t doing a good enough I can’t do that or I don’t have time you can do that try putting the phrase Up until now I didn’t know how to use Excel but now I do so a couple more let’s just get started we’ll fix it later usually has to do a web site source you know something like that you know I do that and I’m just a little business you know Apple started in a garage.
Yet but I was on and I remember marketing is a science of choice helps people who are predisposed to buy your product know that you are there for them oh that was my quote house.
So. We want to talk about marketing in general. When you’re creating your marketing message you gotta know exactly who you’re creating it work there are 3 general types of clients there’s the Bluebird which when all this going to business we think oh yeah man.
I’m in a pro a business I’m going to sell Coca-Cola all other prorogued now in my case I did sell Disney all of their playing cards for several years everything that went through Disney I did they were left out that are I saw them all are going carts like thousands and thousands and thousands of decks it was truly a bluebird of happiness it didn’t indicate what my entire promo business and I look like but dot com That was awesome.
Then they figured out they could save $0.05 at AK If they printed I’m overseas and they did oh well it was a great story having for several years was a nice order then there are your 20 percent ers these are the prey to a principle where 80 percent of your business comes from 20 percent of your customers these are the ones who appreciate you and.
Think that it’s Ok for you to merit make a fair profit because of the service and everything you’re delivering to them so make sure you’re tied into those and then there are your regulars and give you an idea.
Of getting back to the progress because it’s just easy as a as an example I talk to a lot of business owners once maybe twice a year to curate their calendars and their t. shirt for the year then there are other clients that I talk to on a monthly or more often basis because they use a lot of different pro ideas and we’ve got to stay on top of everything they’re doing to market their business so they’re there’s so strict now you’ll notice that if you do the math you have $1625.00 comes up to $85.00 So there’s 15 percent where those numbers go.
Once you’re in business there will be those clients that if you end up saying goodbye to them you won’t feel badly. They’re the time suck they’re the ones that don’t appreciate what you do where they always say what’s my price.
And they don’t believe that you know their whole their whole focus is on their business not on having a partner so understand that down the road you’re going to have some clients don’t don’t let them give you that headache it’s truly never worth it.
So there’s the there’s a roadblock that we’re going to get you around early in business so we’re going to sell to. Amazing how often we hear we say ask this question and people give us the answer well everybody or we’ll be in a clubhouse on that social media and platform and and there’s a networking room and everyone gets 60 seconds if I want to talk to anybody that anybody and everybody we want to be able to get much more specific in our ask.
This is this is how we teach this without introduce you to Harry Harry is our term for a a business is customer Avatar I just hate saying the word avatar over and over.
Harriet now our 1st avatar that we ever created her what her name is Harriet named after my grandfather who’s a female avatar. So if you can figure out which of these 4 women are Harriet.
Her job is that she is the right hand person of the guy that owns the company itself designates as Christian though one of them was Jewish I’ve met her 8 times in my career her age is 45 to 60 generally.
College educated. And her. She’s so good at her job that if anyone complained to the man that owns the company and by the way every time this I have met one of those Harriet’s it was a mandate of the company she was in charge of running the business.
For women of the company the whole you know the whole thing falls apart but the guy knows it without her he screwed he is usually in charge of doing what it is or selling in charge of sales and if one of his employees complains to have about her Guess which one of them is not going to be there very long.
The employee not her is about her he’s done so if you can narrow down who your customers are and we’ve got 6 of. When someone asks you who’s your Who’s your ideal client you can answer that question much better when somebody ask you you know you always put it this way better than I do when somebody says I want to meet somebody that does this you know if they can describe it even better.
I don’t know where you go and. Say we’re going to bother the. Team that they’re sorry of the 70s at a networking situation and they want to tell you if they will if you want to tell somebody network or you know I was wondering how how to describe what am I going to hear this going to make me think of oh I need to refer them to you to James to Michael to say Right right what am I going to hear in that networking situation when you’re not there this could make me go oh I need to connect with you you know if your account let’s say you’re an accountant starting a business well what about your account accountancy can you tell Sharon in that networking event that’s going to make you think oh only works with your businesses that we have a client that is just setting up this quick looks for the 1st time I happen to have met a bookkeeper that she specializes in new businesses so I connected them up.
He has an account but he really be the bookkeeper that can put all this stuff together so since I met her and she stressed I work with new business owners I don’t I want to get him started the right way to fix them later.
And her way of describing what she does made it very simple for me to connect her so that the idea is if we can get you start thinking in terms of Harriet’s as opposed to everybody and anybody.
This is worth a whole lot more money to you because you don’t waste time going after clients that aren’t specifically going to be your favorite or your most profitable more you can Mitch down who you serve the better it is for you you know we’re a small business coach and we hear a lot of coaches that are small those who say I work with small to medium sized businesses that.
The term small to medium has become a cliche because a lot of people that serve small business owners they they’re trying to cast their net out they want to both ways and there’s a different skill set that’s required a different different you know attitude we like working with small business owners so we decide we never use the term media we’re working with small business owners so the more that you can describe the person the better the better for you and the better for your referral partner Yeah right the more that you can describe the easier it is for them to refer you and also if you then have to picture who is the favorite client who’s the ideal client as you get bigger Who is your most profitable client the more you can have that picture they are the easier it will be to craft those messages to attract them imagine that these 4 women they all want to buy a car.
They probably are not looking for the same kind of car they’re probably not looking for the same benefits and features of that car so a good car sales person is going to message them differently in order to attract them to their dealership the same thing is true for you it’s quite possible that these 4 women could all benefit from your part of the service but you only get a message each of them differently to attract them to you so having the demographics down is going to be really important we’re going to give you a free tool in a minute sure to help you do that so Sharon gave you some theory Here’s a real world example we went to Panda Express because we wanted really good beef broccoli and orange chicken and they’ve got a dinner tonight can’t wait.
On the back of the receipt said if you’d like a free entree item fill up you know go to Pan express feedback and tell us about your meal. Now it was awesome there were about 12 slides in this slide on your screen is the last one where they gathered demographic information so that when they’re marketing either that store or stores in the county or stores in the state or in the country they’re building a database of who the typical have expressed customers are and there’s there’s probably several different ones.
And by having all this info they’re gathering a lot of really powerful data now in this they also asked how is the service and which you know what food did you order and what did you like and there’s a lot of demographic demographic information they’re calling.
To get better now it cost them about a dollar because that free entree item. It’s really just that the cost of the food for that item might be less than that it has if they have to put it in a package or if it’s putting it on a plate they’re not any extra time to their employees because there that’s fixed cost they’re not going into their rent because their rents there what they’re doing is they’re getting us to come back into the store to get our free $100.00.
Saves us of like $3.00 or something and. And they’re getting us in the store again so the 2nd time we’re in there the profit from that 2nd time easily covers the cost of gathering information so if you’re looking to gather information from your clients we want to find a way to do it that’s not going to cost you a lot but yet is going to generate all sorts of cool and necessary information.
There’s an another half of this fragmented that we have a chart for demographics if you would like our chart and you can start to sort who your people are in the information is at the top you are creative send us an e-mail we can send that to your You’ve probably figured out that in one e-mail later on you could ask for an awful lot of tools will just send those to you.
There is the other half of the demographic equation it’s the psyche graphic and that’s people buy for emotional reasons not watchable they use logic to them that’s my gut was right yep.
People will run away from pain faster than the run toward pleasure your job is to solve their problem and when you are setting out any kind of a marketing message talk about the marketing problem you solve.
What’s going to make it easy example. Just before you came in here to start this I’m working on a flyer for a chamber of commerce that we’re going to speak out.
More and talk about social media and that flyer has to talk to chamber members about what pain of what pain of social media are we going to solve for them and we’re going to include in their hate come to this meeting and we’re going to look at your social media pages and tell you how to make them more efficient to generate business as opposed to just put pictures of your cap on there so that’s the the message that fire is going to put out.
The real world you know episode of this is on the right side of your screen that’s our trade show. And I had always wanted to have Lucy from peanuts you know psychiatric help 5 times I was one of that is my as I treat him with so before we built it we sent them that we sent a mock up to all of our different Harriet’s And was it what do you think.
Interesting that it all came back positive Oh that’s cute idea I like that idea so we weren’t sure if it’s both to our Harriet’s or if it was just fun either way since all of them said it was great we went ahead and built it.
What we have found since we put it into play is that it does separate our Harriet’s from our non hairy when someone comes by our booth and they look at it so you want to nickel the answer by marketing question if they don’t get it if they’re not familiar with it if they don’t make that connection we have figured out that oh they’re not one of our Harriet’s for whatever reason they’re just not.
Now if somebody comes by it has the oh my god that’s so cute attitude. We ask them questions from the point of view of you know are they one of our Harriet’s are they something that would fall into our demographics and they they are so the people that don’t get it they get our you know that a half by 11 sheet of paper who talks about what we do in a couple of promotional products you know pens or whatever is it thanks for coming.
Because we want them to have a positive experience and the Harriet’s Well they’re not leaving without at least one probably to the lose of our books because they’re going to get back to their office and you know when you get back from a trade show you sort it all out there’s a pile of promotional products there’s the papers Well then there’s are books the people are going to get looked at thrown out promotional products going to fire their places and somebody is doused What do you do with the book well the worst thing is it’s going to go either shelf and our name is going to be staring at them forever.
The best thing is they gather information to help build their business and in those books there are all sorts of ways they might want to connect with us so the let’s talk about this in terms of marketing world our trade show booth is at top of what’s called a sales funnel and you we usually hear sales funnels in terms of online where you have some sort of an ad that brings them to a landing page that lets them give them your ear gives you their email address in exchange for a free report and then you can start setting the b. mails talking about selling your product that’s the sales model this is a real world where the headline of our ad is our trade show booths and we start giving them information and we start bringing our conversation toward Do they need to watch it so what.
Are you going to use as your sales funnel what turns are you going to use to capture their attention and make them raise their hands marketing is the art of getting him to raise their hand to say yeah I’d like more information and that means that every one of your.
Messages is the sidewalks Here’s an actual sidewalk sign we were blessed to visit my sister in London 2 summers ago we were walking from our air b.n. b. to her home we saw the sidewalk sign it immediately caught our attention because we are big bang theory fans so we thought great would have a great time ago when some pounds there we noticed the day we won’t be a talent a more doggone it so we kept our walk it gave us just enough information to make us want to raise our hand then we realize we’re not going to be there so we didn’t have to take up our time we were on time for a family event we didn’t take up the pub keeps time it’s all good and the same thing is true for you right as any message that you’re putting out there is a sidewalk sign even if it’s digital like this one is now so that sidewalk sign if it had all the details about how to sign up and how they’re going to run the contest and that would have been wasted we wouldn’t read it by the way.
Because if it would have had to be written so small to have all those details on the sidewalk sign that all we would have seen is a block of text and it would have caught our attention then we we would have kept walking we would have even we wouldn’t even read it so it was just enough it’s just the headline Big Bang theory right if your Big Bang Theory fans are going to catch that right away it’s going to catch your attention the date is usually the next most important thing but when is that.
Ok. So they want to get people raise their hand and by raising their hand and say like more information they’re saying you know what let’s have a conversation about what you do that that’s your goal is to get them to to want to ask you those questions as opposed to you know.
That that insurance person that you meet at some of that that is going to hand you not one but 3 other business cards because. You need to have the form Yes you know in fact let’s let’s go back to this one right Hank mentioned this is an actual physical traits of that but it is also a digital sidewalk sign.
Right we just like this is a now a digital sidewalk sign are our trade show blues edge we’ve posted on social media Oh it’s been blog post is now a digital sidewalk sign as well and does attract our Harriet to raise his or her hand when it’s posted on social media and one of our new clients from last year we posted a picture of our cyber trigger and the comment was Can’t wait til we get to go out in public again and and you know show off Lucy and his comment was I am in love with that Rachel.
Was interesting so I reached out what he liked about it conversation ensued and he had a pirate mess is his business card just so the judge the in person final worked on social media to this concept of sales funnels is one that you should you’ve got to be familiar with as you get started because there is the knowing your sales process is Michael it’s the way that your customer moves through the process of working with you from awareness all the way to buying there’s all sorts of things so I want to give you an example of a perfectly targeted out so as you watch this thing Ok who is who are they trying to attract.
And when you do want to add whether it’s a video or written who you’re trying to attract someone of my favorite. Time I’m Robert Lee own told me Look with.
My film of them. I’m not going to waste time with Phil just like. These are mobile homes not mansions they come in 2 places if that’s what you’re looking for.
That’s what I got to use some of that the next week. He decorate them she sells them these guys. The bouncer in Birmingham hit me in the face with a Christian marriage 5 times and I was voiceprint broke my jaw with each post so if you don’t buy a thread of make it a good.
Coming down a coma liquidation get yourself a home or don’t I don’t care. Ha. You.
I love the. I never knew of him barefoot in that one look at barefoot running toward it. When one of the best dad that I have ever seen in calling it out come get him her down I don’t care yeah.
Totally affordable. What we’re teaching to do is is become a category of one. Within anyones industry you want to stand now. Show yourself apart. It’s our.
Other right gives us an idea of one of our ladders there people can be promotional product distributors and then if they sit through the courses 100 hours of courses and then take the test they’re called a certified advertising specialist which is really people who only really care about if you’re in the industry.
We move up the list that we’ve written a whole lot of books. The goal is to set yourself apart people want to hire the person that wrote the book on the subject is the expert and we want you to become known as the expert in your industry.
So how you pay for it are going to pay for all those you’re your new business you have an operating budget your marketing budget depending on what industry you’re in and the size of your business at the moment you’re gonna have to have your operating budget pretty nailed and your accountant can help you with that goes where it goes back to your team.
The challenge we find with most small businesses whether it’s a new business or your business as a new idea is that it’s not funded properly and there isn’t enough marketing time put in to make it work so start to the idea now you’ve got to name it and well gee that’s simple not always so much you know our i’ll use our new book as an example it’s called partners in everything.
We’ve had 3 different titles in mind for our book about couples working together. And we looked up the U.R.L.’s are the titles available and the only one of the 3 that was available is partners and everything you know dot com So we have partners and everything dot com Don’t look it up and it doesn’t go anywhere you have the books not quite ready.
But it’ll point to the Amazon page that where the book is going to be. So the u.r.l. makes a difference and make sure that yours is available before you buy all of the name yeah we have a graphic artist that we’re into that we’re interviewing for that book and her name is there somebody really famous with the same name so that the the u.r.l. Oh you know James Caan isn’t available but with her middle initial it was and so she put her name with graphic design dot com v.m. So she she found her way around it we just gave her a bunch of other cool ideas for u.r.l. so.
Making it easy to be to remember is important you do that Google search we suggest that you look them up at who is dot com We’re Network Solutions dot com We don’t care where you buy them.
But there are some companies that I won’t name. Because we’re videoing them. That they keep track of the searches on their website and if you look at it and it’s available and you don’t buy it and they think it’s really cool they buy it and they put it up for sale for our money completely ethical they own the company they can do that.
But we know that who is Network Solutions don’t do that so we give you an on a place that you’re safe to look them up. And make sure they’re available on all the social media platforms that you intend on using.
Misspellings are also important was he Jamie Harrison there’s a there was a guy running for office maybe Jamie Harrison he didn’t buy the most covered this spelling of his name and he really kind of it might have helped him our last name is rather you know unusual you off why you l o f f we own all of the common misspellings you know why are you just tired of them so on the most common the spelling it’s an inexpensive insurance policy to make sure somebody doesn’t go to the wrong place and you miss a referral earlier.
And you might want to look a little bit long term it isn’t unusual that companies change their name so if you’ve got a name now and you’re thinking you might want to change it happens all the time.
We do suggest you don’t do it twice in 15 months like we did because it’s doable we just don’t recommend it to our original company was called promotionally My Did we started doing coaching it was our marketing guy you know that was but that was the coaching component powered by when we moved to Sedona rather than pay the state of California to keep our corporation there because they like a lot of money and knew that we thought let’s just change let’s go to Sedona market because we’re in Sedona now.
Didn’t quite work didn’t like it people kept saying oh you market the talent Sedona now so share did a search on our Google Analytics on the back of our Web site which you get with with.
WordPress But you know get with some of those others and she found out that most people were searching for our last name so if we made the switch to you Mark creative.
So again to switch your name twice in 15 months we don’t recommend that it is possible and understand that. It’s Ok you’re you know you’ll live through it just as there’s a lot that goes into it better too if you’re starting out with something new to check it make sure that all of the names are available.
So there are 3 ways you can offer your services you can be the best price you could be the fastest dominoes made a. Business on 30 minutes or less so did you know it was Fed Ex What it absolutely has to be there over time.
Their business on. Quality. What I can do all 3 you can’t not stay profitable exactly you can pick 2 you pick one you can’t do all 3 and still be profitable you won’t make it.
You’re going to have to have your basic sales model we talked about these a little bit this is just a description of it what’s your free offer what’s going to get somebody to raise their hand and say Oh I’d like more information about that.
On the front of a lot of websites you go to our website you’ll see the what we’ve got up at the moment. What do they need that they don’t want to go to sleep before faith they read what it is.
It’s funny we always ask people what is their what’s their lead magnet what gets people their offer and sometimes it’s going to deliver you know I walked out I didn’t buy your mail address for that I’d be willing to go on your list for that.
Do some reality testing with your prospects what would make you give up your e-mail address. For the information Ben a lot of companies have an inexpensive sale could be you know you get our report was a would you like all of our books for $5.00 you know that the idea there is that you want the endorphins to go off of their brain as it were that was fun spending money with with that company I want to do it again then you have it up sell a core product and you’re your premium product we have the same kinds of things there are books and we’re going ours the market repair service and they retort coach.
Really important you’re not in the fashion business you’re in the business of marketing your business you have to stand out from everybody else that’s doing what you do so always remember you’re in the business marketing what you do not because if you market what you do well you get to do more of what you’re doing and what you want to do.
The medium of the left that come by our stuff we use that instead of when we’re leaving Los Angeles we use that instead of garage sale it filled up our garage with people and we were able to empty a garage filled with ferocious products in a couple of days so if you’re going to rush sale go ahead use that to buy or stuff with the address they’re going to have.
Garage sale. Doing the things that your competitors won’t do will always give you money they will not have you’re going to see this line a couple of times you’re gonna have to go do things that your competitors won’t do or they’re too lazy to and they just don’t want to do it.
We’re in a trade show this is this is not how to sell insurance guy saw that we’re a marketing company said check this out turns around and shows me his jacket that he had this green printed on the back of his jacket.
And I wish I’d kept a business I love to promote it and call back and say So how’s that working for you. So not only did he say life insurance in short.
But he kind of make that really hokey So that that’s not how to do it now is using backwards on this in close to show off. Or does.
It when somebody post something on social media it’s really cool like that their best month ever right after they hired you well that is how to promote your business you grab those you know grab those screenshots and you can use them over and over again.
As an example this is there’s this is important we’re going to give you your entire marketing plan on this ride read what I say Doc to share what you think of that gray silver sticky rotate you’re right do you think of anyone else will now that know the slightly exact.
We need duct tape so I went to the Ace Hardware in our little town Sedona and goodness gracious evidently the Duck Duck Tape people heard from a lot of their users had to do you do this in a different color Well yeah we take down I’d buy it if I’d buy more if you had it in red or camouflage or.
You know where I want to and I want to fix my checkered vans tennis shoes. So ready here comes here’s your entire marketing plan ready find out what your customer wants it helps know be a customer is.
Go get it yet sell it to them oh my gosh. It’s it’s just it is not easy it really is that simple it’s not necessarily easy but if possible you know what they want.
There is no reason we have a because we have to we have a $100000.00 a year coaching program one has ever has ever vested it but we have it we also have a group coaching program that’s a tiny tiny fraction of a lot of people like that and they invested it but we figured out what they wanted because we asked you know what do you need a group coach for the a private What do you what would be your that that’s how we came up with the 100000 or one is like if you can have everything you wanted and we asked our budget we would get this list of like 40 different things Yeah we pretty much move in your house.
Sometimes with how you’re going to implement the idea. This guest comment card is in a mall in 1000 Oaks California actually Westlake California thousands will have our There’s a mall there and I was there for our ribbon cutting for a cupcake company and I looked to my left and I saw this sign I thought wow the mall cares how awesome is that except it’s behind the plant.
So a really cool idea not implemented quite well so how you market your business makes a difference if the department highways wanted you to pay attention about beer well there’s this site we all see the sign of how many of us really pay attention.
If you’re if you’re up in if you’re in Arizona about the 17 just outside of Flagstaff. Very definitely you know you git pay attention you know you don’t want to get run over by an elk or if you’re in Los Angeles on Mulholland Yeah pay attention they said suicidal deer you might pay a little closer attention so you’re going to need a few tools you’re going to need a logo.
Keep it simple. Colors do matter. This is where a graphic artist can help a lot typeface matters. Simple easy God sakes don’t. Some examples you did use realize what the devil’s all over really is saying what is that you know there’s while there’s also an arrow that tells you they carry everything from a to z. you know poker Hills you’ve got mountains but they’re really poker cards when you’re looking under Spartan down the lower left there’s the Spartan helmet but it’s a golfer the Fed ex lover do you see the arrow in the Fed Ex logo it’s between even the x. they’re showing motion on their logo and now some of you are thinking I will never be able to look at.
The same way. What are the big boys what you do for a logo we were at a street fair in Sedona and I’m looking at this booth and I looked at their logo as a bat isn’t really a mill your logo there Magnolia and they have a magnet where have I seen that before and then it hit me that they had ripped off Magnolia Pictures logo almost They used a lot you know capital letters of the same type face and so the small letters which tells me they knew what they were doing the coloring is the same depth in color don’t do that.
And if you want to buy rather that ask your lawyer the. Next section about websites if you’re going to go to the restroom I would do it you know now it’s kind of important but you know just being.
There’s the front page of ours at the moment you’ve got every Web site got a blog. You have to demonstrate to your potential clients that you know what you’re talking about and if you have a blog that you’re adding to regularly you define it in as often as you can be consistent the idea was once a week.
Every Other Week is Ok a. Less than once a month is not not enough. We’re telling that the search engines by adding and changing our website are consistent basis you’re telling the search engines Yeah we are all they’re not using internet to market our business please show more people our stuff and if you use video of it.
You get even more points and most people are doing that you know which means that if you do what they are doing you know if you do what your competitors will not do you will have money that they will not have video really important your website is far more than just a brochure that you’re putting out this is this is a.
Vital tool your website is the hub where everything that you do online revolves around and it’s we’ve already talked about why it has to be built in wordpress. It’s an open WordPress is what’s good known as an open source code which means anybody can use it.
And all of the surgeons and say well that’s very different democratic of you will give it work with you to do a lot of customization with that program you can make your your page far better than one of those freebie sites.
And again it supports video. When it’s a few years old you should have it updated we’re we’re getting to the point where it’s time to take a nice fresh look at our own website and I I feel yeah.
So I feel you have to stand. We’ve got to go to we’re going to do it and it’s almost updated. Now we do a decent job of.
Changing it around and adding things. It at the beginning of this you saw we were interviewed by James Mellon check from a.b.c. Secret Millionaire and Kevin Harrington who was on Shark Tank we were just on Forbes Riley’s podcast so we have a video of that so that’s got to go on the page where we do a pretty good job of keeping ours of today adding to it.
But this is a continual marketing challenge will have. To the more that you really do keep your website up to date and build it out the better it will be for your business the time you invested this is always worth that.
You’ve got a way of capturing information we talk to your vet sales funnel where you’ve got to have some sort of a free report to get their attention. Called an opt in.
And I should tell your story. With a really good friend that wants to franchise or business and I looked at her about page and there was nothing really about her it was kind of general fluff our company has done dedicated to dump stuff but there was no real story about her just kind of a very compelling origin story how her business came about it is really one that people want to get involved with of the just doing her story you want to hire her.
What you’re going story what your origin story you want to add that on there. Now if you’re if you’re website challenged and you’d like some help. We have a free tool sitting on the Internet oh my gosh you guys are free to over everything we do.
Here’s the story on this website it’s this Web site under construction dot com. We have that out there because we know it’s awful lot of folks that need a web site need marketing help so we put this up there and we don’t hide it we were very clear about it hey if you need help.
Now you can use this tool and never talk to us we don’t you know it’s not how we rule you know how we’re all. You do is click that red button and you will see our website checklist fill it out print it show it to your web developer it will help them help you there are things on that checklist you have not thought of added to your website that you will see as a whole that’s pretty cool go for it now at the end there is an option if you need some quotes on Web sites we’re happy to do that we have we share.
We’ve vetted several web developers and part of the information they have to give us are 18 you know Ted Web sites they’ve created. Share it goes during calls of all and what’s the number one question if you had to do it all over again would you hire that developer again and if they if they wouldn’t they all go on the site they’ve got to get 10 out of 10 Yeah because.
We are really tired of meeting crappy developers and we’re really tired of having to fix things for our client our brand new clients so. It’s all over too so the checklist is there go use it even if you have your Web site out check it out you might find something that you can add to your website that that is going to be the difference between adding a little bit of sales and a lot of a sales to your to your wallet.
Remember you’re you’re not a little business. And you’re not going to come back and build your Web site do it right the 1st time this every minute every dollar that you would best to get your website built properly is going to come back many times to you please spend the time in your website invest the time in your website you know don’t write.
Social media so we have entire webinars of this sort we’re going to give you a few basics and if you want to come to our social media web ours if you go to your marketing Advisor dot com next month in fact every month we always do 2 or 3 different social media webinars.
Want to give you a few basics here. Your social media is just like any other marketing tactic networking cold calling direct mail if it’s just a marketing tactic.
It gets overblown because the media had picked something out of social media and turn it into a story really easily. Just like if you went back a couple of decades ago and if you’re going to business you had to be of the Yellow Pages and now yellow pages of disappeared.
Social media something people are going to check you out so you have to do it it isn’t marketing tactic that is really important it’s how you’re going to. Connect with your Harriet’s online.
There are a ton of different platforms. Picking out the right one for you.
If you only had time to do what we’d say Facebook. If you’re busy be to be like dad and we do entire webinars on each of those or are liable if you’re a stiff you know your area is a small business owner.
You know there are 5 different goals for. Sabina came with your clients developing new business we just got a knock on her door she was going to check.
After the trust a referral source I love being able to refer people you know I look for people of social media that say I need a dog like. You want to be the one that connects them because when they start talking what they have in common you now make your pages make yourself easy to refer make sure that your email address your phone number anyway that your recontacted is on there.
A lot of people don’t put their e-mail address on there because people might send me things well you know but you’ve got to make it easy to use your you make it for people to to get your info and connect with you the more effective your social media is going to be are we sure business jobs they don’t have there they’re not all about marketing sometimes we find an article that we think is cool so we’ll share a link to Madden and we’ll talk about why we think the article is really cool.
It doesn’t have to be anything to do with your business now here’s an example we have a friend in Hawaii that has developed a strap for women’s shoes so it keeps their shoes on the back of her heel better she said well I can always post about I mean how many different things can I post about a strap because of actors here as well how about posting pictures of really cool shoes or things that are happening in the shoe industry or how do you know things are happening with feet articles about foot health you know anything that has to do Ted gently to give respect with what you do is a business out and if you can do it all while being of using so much is so much about it Hi welcome back thank you.
Can’t wait to find out what that was about. Ology.
So. Davus look at art and I thought Yeah marketing is not easy running a business isn’t easy but this is this is a reg so we’re trying to make you make it easier for you to do it yeah.
Video. Yeah I do that Ok so. Now let’s look at. 2 thirds of the world prefer to gather their information by video as opposed to reading it only a a small percentage of your competitors are using video creating videos to promote their business there’s an opportunity there there’s a really good opportunity so if you get very much used to using your video the video setting on your phone or a video camera or you’re going to be ahead of the game you can use video on all your social media you can use video on your website.
Look I want to give you a couple of examples of how video works. We have a testimonial from James Mellon Jack now James could have written out some really nice words but I said James if your mind you know he said something really great about what we do is cut says it would you mind saying that a Video For Me Sure why not hold up my phone pointed that out man and we got this.
I said. It was other but it’s in balance at the Toronto a.b.c. hit t.v. show Secret Millionaire and look I have done 3000 speeches I’ve done a 1000 consultations I’ve been around I’ve seen a lot and I’m very big into marketing and branding and I got to tell you if you want to people that truly care about your best interest and who will get the essence of what you’re trying to do out The Most importantly attract an abundance of new and repeat customers and clients or patients if you’re a physician back to you and you’ve got to work with my friends Hank and Cher you know think I like about them more than anything else sure the Smarts are they say The hell with they’re doing all aspects of business or the h.r. or whether it’s marketing or prostate but they come from the heart they want to make a difference and they truly truly truly care about their clients become their client today you’ll be so grateful.
So thanks to having your put it pointing camera at your clients. They will say things that they probably weren’t they might not have said if they’re writing it down you know they get you get that formal English a couple of sentences and then and there you are now Angie the 1st 2 years we work through issues we double their business and she did one little thing you know we tweaked and she added $40000.00 in profit so when we asked her to shoot a video she said yes so get this what I want you to watch this from the point of view of the emotion and the feeling this is what doesn’t come through with it in writing testimonials but when you can get your clients to give you the video testimonial it’s going to reflect on your on you in your business better so you can feel the emotion again this is about this.
I answered with Andy Coulson I provide housing for people in need of the homeless shelter recovery homes and affordable housing all of which are pet friendly started working with Hank Aaron 3 years ago definitely would not be where I’m at today business by most of the wise p.r. wise or even the amount of services and the number of residents and serving they really did change the way I do this for my orange ish.
Please take the time to talk to Sharon talk to Hank and listen to the things they ask you to do it will change your business and it will change your life I am less stressed I have more time for myself more creativity but I am actually helping more people and more beneficial ways so please call and I can share and have them help you get the written version or video.
The size of you know if your writing is when your hearing is reading the written version they don’t know that they really write and you really say that maybe even if you’re just wrote himself but when you’re doing a video test when you show your video testimonials that they’re not thinking oh they hired some actor right they’re used to that from some of the big ones and the little disclaimer right after perjuring they’re not the you know it was a small business owner they know those are your actual customers and it does weigh much heavier on them those words that if it were just written as part of a video but I don’t like how I look at.
It. You look incredible on video we can see all of you. Actually you know once we have the courage to see any of them there really are.
Going to be a 5 you know you’re going you are how you’re look how you look it’s just whatever but it’s not doing the things your competitors will not do gives you money they will never have.
Your video camera it’s on the back of your phone just write the letters a.t.m. because every time you pick up your phone and you shoot a video it is creating money for your business so please get used to using video and we do some video we do some webinars about you know using that go to those they’re free to go to your marketing advisor or not common and you can see as 2000.
Follow up. The development on that is you I’m amazed Yes. Yesterday I called out yes in one of the networking rooms I said I don’t know I will tweak and write your elevator speech for you.
And I got 6 people to say yeah I’d like that help to every one of them I followed up I said send me an e-mail here’s my personal e-mail address send it to me so I can do this near 0 maybe go get to the league and I have 20000 I know of elevator speeches now I’m going to follow up with them I’m going to follow up a message with them because.
I’m going to get is a percent of sales are made in the 5th to 12th contact so I used to be the 3 strikes you’re out though I call of the the message I sent an e-mail maybe a tax something 3 strikes.
You know what Clearly you’re not that interested I’ll move on and then I learn these statistics so only. 10 percent of sales people make more than 3 contacts and 80 percent of sales are made in the fifty’s well so why would you why would you want to be only in that time percent and why you leaving money on the table and not capturing the 80 percent of sales that are actually yours are just that it just wasn’t the right time numbers 123 Yeah and almost half never make a follow up I’m amazed every time I read this discovered.
I was amazed how people just don’t follow. So if you follow up you get money that your competitors will like that now you need a system for doing it.
There is an electronic tool called a customer relationship manager there are many young men there are there are tons of them yes we have used several different ones. And we use one we go out of it or we see another war that that new that is better or more affordable pricing changes you have me.
Try look at several. Use their 14 day free trial. Yep. Find one that will say that will let you know let’s say you have to follow up with Sharon and 2 weeks if you have one that set that sends you a note hey here are the people you have to follow up with today every time you log in that’s really good if you have one that will send out your emails and keep track of them also really good.
And opening them was clicking on the. And a lot of different c.r.m. have different things that make them better for the people use it so do some reading do some research on it isn’t necessarily the big name that is the best one right there that’s a good way to say that and if you’re stuck and you just don’t know then by all means schedule time with us free marketing consultation not that u.r.l. is at the bottom again and if that’s your main question that’s totally fine will help you figure out which is the right c.r.m. for you but you’ve got to keep track of what’s going on the fortune isn’t your follow up you’ve got to follow.
This so this is a point of personal preference. We feel that when you get to speak in public when you’re doing webinars. It is a wonderful way of demonstrating your expertise.
And there are a lot of ways that you can speak in public now we’re we’re doing what her for score. We run up 7 hours we’ve spoken to all sorts of panels time fact I’ve been here back at the top I was the.
One of the keynotes for our college newspapers 100th anniversary. I was the only person from the advertising part of the got to speak everyone else with it or it teaching your subject and seeing the one of the bottom I am seeing a live option.
That was fun. Getting yourself in public being other podcasts as opposed to start your own an amazing way of putting your your message in front of people that would not have found you previously.
Your favorite thing isn’t speaking of all it’s not my favorite thing. No. Not my thing but you know I’ve gotten I’ve gotten used to it and much more comfortable.
Now yes virtual for me is better than in person but I would so much rather have her some could be put it to me other days around a couple 100 people and I’ve been have I get to teach for an hour on stage yes.
It’s just fun. I happen to always been there I can remember my my college freshman public speaking course and I can I can put myself back in the classroom and be petrified but why would you want to do that I don’t well I just I understand I guess but the opportunity to share your story with many people as opposed to sharing it with some individual each time.
Helps you speed up your sales process a little and when you’re talking plate reading their name your personal There are a lot of there are a lot of tips a lot of ways you can get very good at it.
I’ve never been a matt member of Toastmasters but Toastmasters is and an inexpensive way you can learn to speak in public well. I do not follow their rule of counting the days and such.
I just want to get through used to sharing your story in front of an audience. Member if your if you don’t want to do that doing the things your competitors will do gives you the money they will never have a video speaking of a great website.
You should have a way of saying thank you to your customers. It can be in the form of. A thank you program or you send gifts it can be in the form of.
Buddhist goods there are a lot of ways you can set up an appreciation program. Cody began with or this from him appreciation without over self promotion every time so whether it we use a particular greeting card company.
That you know it’s online and it sends real cards so there’s a lot of ways you can do that if you want to try it as a Web site you’re on your screen but set up some sort of appreciation program for your clients or in a referral program as well we have an affiliate program where you know some of your friends they join our program you make money and those are all over the place affiliate programs are really normal.
Be the person that that people come to when they need something have a huge Rolodex refer people all the time the the blinders that keep you focused. But sometimes they keep you from seeing the entire world it’s out there so you’ve just learned 20 steps to take to get your business instantly profitable.
Well done now while. We’re at the next we’re at their your next steps are. Did you ever breakthrough that you learned something new today so cool stuff.
Here your next steps you shall marking budget and not only dollars but time. We’re we’re in a debt working group that meets Wednesday mornings and for over a year now we’ve never Teweles so we don’t charge monthly dues but shared I still gotta get dressed up and and camera ready for a little over an hour all.
Is it worth our time to be on camera What else could Sherrod I be doing that would generate more revenue you’ve got to ask that question is it worth the time as well as the dollars.
You have got you know you brought a sponsorship beginning yesterday they want $350.00 for a speaking opportunity at an event right virtual event now Ok is it is it now we have budgeted we budget a certain amount of money for sponsoring events and if we get a speaking opportunity which this one did provide that we’re it’s easier for us to say oh yeah you can do that now I knew that that was our criteria right that’s our standard operating procedure must be able to speak so if I did read it and it didn’t say that I would have never even brightness attention because I would know that it was a no go but it did involve a Speaking of sherry and a chance to be interviewed by the founder So you know and in the in the Flagstaff Chamber of Commerce they do a quarterly breakfast and the only way you get to stand up and speak to the entire group is if you’re one of the tape sponsors so we always say Yeah we’ll do it put it down for all for absolutely the opportunity to speak to the group.
Gives us 3rd party validation from the organization the way that you paid for that yeah but you still action it now you still get the 3rd party validation that the organization is putting a microphone in your hands so budgeting and that that’s one of that’s one of the that’s one of the b c.
Line items in our budget do you have your to advise when we went through that slide did you start to think of people that that you can call. One of our clients coaches that are ems when they’re coming out of the military and.
We asked Ok Who do you know and there were a couple people that he wanted to talk to to have honest even advisor so you know he was a little reticent but we made him a call showed him in a nice direction and both of them said yeah you can you can call me anytime I’m happy to answer your clear we’re almost positive that would be the response given what he said about them and their relationship we wouldn’t have existed so much if we were present about them saying yes we were almost positive even though we didn’t know them that they were to say yes and of course now you guys came in through score.
And have lot of amazing people teaching is really cool stuff. The financial and only you know we’re talking about legal and. Good information setting yourself apart by having information is is vital to your business we we will never ever know everything at any particular point Sharon and I do go out we go to as many webinars as we teach and we teach over a dozen every month.
There’s always something new to be learned and get really proficient with some of the basic tools if you want to know how to shoot video better come to our video with ours we talk about a lot sales funnels we talk about that turn up that count we talked about him today and your social media note your social this sales photos know your process how are you going from somebody finding out who you are to the point where they hire you really important that you know your processes you probably will have 2 or 3 really vital if you’ve got those down.
Have a list what are your marketing goals now most people would say in the top 10 but we want you to look at this a different way it’s 12 because there are 12 months a year and if you have 12 thing ways that you want to market your business.
Let’s rank them what are the 3 most important Ok because that’s what you’re doing of next quarter and what’s the one most this list will change our next book partners and everything is coming out on our 31 again ever should have just July 21 it had been sitting it number 8 or 9 for 3 years never quite got around to it we had we had moved forward a little bit you know with the cover look like you know we should have you other couples in business so what with those questions we we were taking small steps but then I was speaking at an event and I was talking about the book you’re talking about why books are really great marketing tool and my subconscious took over and said Yeah and that book is coming out on our 30th wedding anniversary July 21st.
If you’d like there are a lot of people in the room who do exude new big as I look at the list of who’s in this clubhouse or oh God there’s a high Ensign here.
It went to number one the number one with a bullet. And it’s up and it’s of when we won we’ve got 6 other books but we have we wanted this book and now if we have to import enough because for one of our Harry it’s a couple of posts and so we want this book that speaks to them.
So make sure you have that list and if if you have a 30 minutes in your day you know so you’re at a phone appointment and they say can we talk tomorrow instead Well now you’ve got a gap.
What’s your last What’s the one thing you could do right now to generate revenue and if you have this list when you have this list you know it could be write a blog all right if I write a blog in this next half hour I could start of this blog that helps with your marketing for that helps helps build your business.
So this list is really important and if you’re doing months one thing a month one new thing a month you’re your competitors not so again it’s one more thing that you will do to grow your business that they won’t do.
All of that or many slides back you saw the Adam ace site and on the left side of the picture Adam was was a list of the things that we didn’t work in our business we didn’t start those all at once better batteries that list sort of accumulate volved Yes so.
We don’t want to be overwhelmed. Stand still instead of Well as opposed to overwhelm. If you if you need help figuring out what those are well with the bottom one more time free marketing consultation on tickets for half hour.
It isn’t a sales pitch you know we can go through a whole bunch of different stuff. We have put social media pages together we’ve done a lot of different extra people so the last thing you can come to should you come to are our small business regular camp.
Again that’s going to be in June if your investment is nothing that’s how small the investment is it’s 0. 3 days 3 hours a day if you want to sign up you go to plan your marketing dot com.
Or just put your email in the chat and we’ll take care of that so we’ve got to do have what questions do you all have you’ve been a real patient you could type them in a chat or you can I mean you and call them out what questions how can we help you best today.
If you like which we fling kept things I don’t always see you. Nothing the difference between doing or within arms in pursuit of doing a. Life is to live the hands go off immediately I know now we can see that I think Michael it looks like you might have and you did that we can’t hear you did your face is there you know now until you get it so I don’t sit the best into your you cast as well.
This is you know I have. Developed mobile apps for safety purposes in different Irma’s and I feel like I’m pretty good at developing the app understand well I can explain the well but I really hate making cold calls.
And doing that sort of thing so I’m trying to figure out whether that’s a skill set I need to develop or I should just say I’m not really that good at this a need to get someone else’s.
Great question. We were what was in there talking to somebody yesterday. Of just his business is that he sells leftover advertising time you know when a radio station is is they know that a tomorrow we’ve got half our station open so and they just gone for cheap and he makes a lot of calls and he figured out that.
When he took the his revenue during the year and divided it by the number of phone calls he made both people said yes and people had said no he realized how much money he was making every time somebody said no because it let him closer to the s..
And I so understand Kolkata reluctance I have made. Tons of them my 1st job out of college I worked for the Penny Saver was a direct mail thing and you had a 2 zip code area to sell advertising to small businesses so they were small businesses and I walked in their door every darn week some here think right now let’s hear what’s your pitch when somebody gets on the phone.
Ok Well we will provide safety after provides media response is a safety issue so we’re marketing and right now we’re marketing primarily in Reno a few other venues working in the ranges the the issue you know there’s all kinds of specialties.
And have been a Marine in everything from. You know armed assailant to fight to boat accident sort of thing so let’s let’s start let’s start there. Who are you calling at the marina to sell them and help are you calling the marina itself you know or I mean we’ve tried a couple of different routes on this and bring us a little bit of an odd sort of thing because some of them are municipal and some of them are privately owned and operated.
The municipal route really is are very difficult to make a sale that they have to go up the ladder and talk to a whole bunch but yeah so we’ve So we’re now talking with the private Rena’s Ross the talking with Hughes’s in the arena because we really don’t need to have anyone’s permission to deploy the app to listen to it directly to voters in Reno Ok so.
What pain are you taking away with what is your app doing for them because that’s going to be when you when you’re starting your phone call that’s really going to be where you start as opposed to starting with we haven’t had.
You know he wants an app what they want is. What do you do so it gives them a level of assurance that when they need something goes wrong they need help the help is readily at hand Ok so the next question I would have well isn’t that what 911 is for so your answer is going to be what’s different between the app and 101 what’s better not so what are after is provide actionable information to the responding agencies we provide them with an interface lesson and Ripley with reporting party another purity personal and Rina as well as a visual image of where it was the location of the incident is and you know quite a bit of other.
Information that will give them situational awareness cool so when you’re when at the top of my script for you it would be. If you’re if you’re in a situation in a marina when something is going down and you can give 2 or 3 last.
We have a a tool that’s going to help you get help a lot faster from all the authorities and let them ask you what is it. No one to answer your primary question Michel if you can get over your call reluctance and.
Master this it’s better if you’re the one doing it if it’s your you were a coach of mine of ours and you said well that’s never going to happen I’m not doing it Ok then I guess your other option is that you hire someone.
But if you can get over that and not I suspect because I have that I’m not I’m not a fan of cold calling so I get that and many of our clients have the same issue you’re definitely not alone but usually it’s making that 1st call that’s usually the hardest and I don’t mean the 1st call ever I mean the 1st call of the day.
That block of time that you have set up to make those calls once you’ve made a couple to 3 so that’s one neat because you’re most of the time you get voicemail most the time if it’s a cold call those people are not answering the phone they see a phone number they don’t recognize you go to voicemail so if you just get your voicemail script down and by the time you’ve made 2 or 3 the 1st one is easy because you know you’re going to get worse millions of the same thing now 2 or 3 times it’s no big deal so our private coaching clients we always say just call us for you call call your best friend how to have someone maybe if your business partner have someone that make them your 1st call it doesn’t matter they’re not there’s no danger there you’re just trying to get your script out to the very 1st time that day you’re not stumbling I do it I have my script I know exactly what I want to say and yet somehow that 1st call I stumble in Hammon hall by the 4th one I gotta.
Get to that sounds like. It’s easy to find excuses. Well you know and one of the ways you can take away your excuse. Don’t sit on don’t play now I speak for a living don’t plan on sitting down to making 6 hours of calls oh goodness let’s let’s do this in easy 20 minute 22 minute blocks.
Don’t because if you sat down and said Ok it’s to Day to Day I’m going to make a cold call I have a spending the entire day good I told you I would be with you there walk out just a period of time less than an hour there would be the be left reluctance in the of a oh man I can do this it’s only 22 minutes and I’m going to call these 7.
And you’re then because you’re going to have this list and you’re going to have to call them back 234 times until they’ve been following them until they think you’re straining or.
That they’ll be able to use your app to file. Don’t don’t beat yourself up and make yourself do it forever that’s all that you know short period of time chunks and the other thing is the more you can make warm calls a cold calls so once you do you connect with someone whether they’re a yes or no how do you who do you know that could also be would be interested and see if they will refer you and now you’re making a warm call is a whole call and the more of those you can do these about it yeah.
And I think thank you very much and I have had a couple of calls I mean. You know when I thought that I was being an aggravation to people on the 5th call or so they would say you know thank you for being so persistent.
Yes and I and I thought they were getting angrier on what’s there’s a there’s a subconscious conversation there always so remember if you want to see what are you sure that because you came up with the So here’s the interesting thing that yeah from within chance I’m so glad you brought this up when we were doing those follow up calls when we are the 33 strikes you’re out person we are telling our subconscious that what we have to offer is not that valuable we’re also telling that to the prospects of conscious if we stop at 30 well I stopped following up so I guess it really wasn’t important is a good thing I didn’t buy whatever it was but if you are persistent and you do those 5 to 12 touches you are telling your own subconscious and there’s always been this thing is really important he keeps following up with me yes thank you does that make a put does that does that help Yes Will I will give it a shot and see if I can adjust my head to others you know it said this in email when you sit down to do the do the 1st time set is an e-mail when you’re done where you want with we want to follow up and you know that you did it just let us know we’re going to hold you accountable so the 1st time let us know that you sat down to make calls all right he said that we could celebrate with you yeah if you had been virtually.
And I have one other question since I see that your web site is diligence Safety dot net is the was the dot com taken yes. There is it there’s a challenge and I don’t know how big of a challenge is because I don’t know a village Safety dot com is built out.
When you share your website and you don’t have a dot com. Some people are just automatically going to go type in dot com because we’re we’re kind of used to it.
I would consider looking at not. Finding an option that for your app that’s a dot com And and if you go to you know get us on the phone if you’re a free market in consultation how come we can chat about that you just looked it up it isn’t built it’s on what’s going so the the only the only challenge with it not being built even though it taken is that there are people that are going to go well Bill of safety dot com I went there or something there they must be out of business and they don’t do that they don’t go oh I wonder if it was Dot Net They just they don’t think about that now if it’s just a click of a link if you’re send them an email with a click of a link it doesn’t matter what it says yeah but if you’re saying it to people you know go to village Safety dot net they’re not hearing you you I know you’re being really distinctive in your enunciation and I’m telling you they’re not hearing you they’re doing the exact don’t call no matter how many times you say that even if you write it in bold letters and I promise you they’re just people are there they have their blinders on they they see the words they do they don’t even pay attention that it has done it so that there’s an opportunity there for you to to and we’re not saying you know get rid of that that you would continue to have it yet you just promote a different u.r.l. and point it around so right so you don’t need to build another Web site you’re just taking buying a new u.r.l. for $10.00 a year and you’re redirecting But I want to brainstorm with those other U.R.L.’s could be it is one of Hanks’ superpowers is finding the right you are.
Or else so I again free marketing consultation get on the phone for 30 minutes and thank usually has a 5 actually so Ok I’ll connect with you on call well done good job and you are the 1st person to raise your every question so good job you get your point so that you can do it more than e-mail have you cast so you not be on The View cast as well look at past them good job Michael thinking us as other questions from anyone else anywhere else but I’m you or type in the chat.
I’m going to assume you didn’t want to have a chat or you would type during this whole time so who don’t know if you can just make us have lunch early.
Don’t let me go so hang with the box you got. Nothing in your complete well good job for I don’t have the next webinars until Tuesday you can find it at your marketing Advisor dot com you’ll see the calendar and they don’t welcome back by the way here’s a hint if you if you invested money with score good job but now you have our super secret u.r.l..
And you all of ours are free so we do some fourscore them and we do some not for score so you’re invited their free go to free marketing Advisor dot com you are marketing and your marketing guys are I can.
And I guess that’ll do it if you if you come up with questions afterwards. You have the Website: free marketing consultation dot com Just go there and you’ll get 30 minutes free, no obligation, and will answer your questions. You are very welcome all of you.
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Thanks for coming on everybody; we will see you next time!