Fractionals Unplugged with Jay Kingley

Andrea Featherston of Featherston Strategies admonishes that perfectionism kills opportunity particularly when it comes to launching a new product. She advises to look at product launch as an ongoing process rather than a one-time event. You need to collect a lot of data during launch so you know what you need to improve on a go forward basis. Andrea provides the 4 key steps you need to follow to successfully launch your new product or service. Listen to the end to get a gift she's offering our listeners.

Show highlights

03:02 Getting a new product or service to market is a journey not a one-time event

04:07 Perfectionism kills opportunity

07:34 The right product launch process will give you a lot of data to help you improve your results

11:38 4 steps to follow to launch your new product or service

14:12 Learn about Andrea. Email Andrea at [email protected].

Connect with Jay

Email Jay at [email protected]

Sign up for a free one hour workshop called The Guide To Getting The Right Clients At The Right Time. The workshop will show you how to tap into the 80% of demand for what you do that is not available to your competitors at up to 20% higher margins where your clients will see you as the only qualified person to turn to for help.  This predictable flow of clients that seek you out for your insight and guidance will increase your confidence, allow you to focus on doing what you do best which is serving your clients, and give you the financial returns your business is capable of generating.

Guy Powell of ProRelevant is famous for winning a large bet with an airline executive that every aspect of the effectiveness of marketing could be measured quantitatively. Guy won his $5 because he never claimed it could be measured for free. But he makes a critical point that the return on investment of allocating some of your marketing budget to measuring its effectiveness is astronomical. In this episode of the Best Kept Secret Guy shares the 4 steps to implement a marketing effectiveness program and why any CMO who wants to keep their job needs to put this front and center of a company's marketing efforts.

Show highlights

03:13 The challenge to taking a data driven approach to marketing effectiveness

04:43 You can measure anything you do in marketing if you're willing to spend the time and money

06:59 How to measure the effectiveness of your marketing

10:58 The explosion of data requires sophisticated analytical methods including machine learning and artificial intelligence

11:55 The return on investment from marketing effectiveness studies can be phenomenal

15:30 Avoiding the embarrassment of failing in full view of the public

17:23 4 steps to implement a marketing effectiveness program

21:16 Learn about Guy. Email Guy at [email protected].

Connect with Jay

Email Jay at [email protected]

Sign up for a free one hour workshop called The Guide To Getting The Right Clients At The Right Time. The workshop will show you how to tap into the 80% of demand for what you do that is not available to your competitors at up to 20% higher margins where your clients will see you as the only qualified person to turn to for help.  This predictable flow of clients that seek you out for your insight and guidance will increase your confidence, allow you to focus on doing what you do best which is serving your clients, and give you the financial returns your business is capable of generating.

Joshua Goldberg of Nath, Goldberg & Myers enlightens us on why it takes so long to get a patent improved and on a little known secret that can cut the decision time from 2-4 years to 1 year. The cost to take advantage of this program by the USPTO is only a few thousands of dollars and you have to fill out the expedited application by the book and perfectly execute the process or it will get tossed out. But if you're a company, either established or venture backed, and establishing ownership of your intellectual property is critical to your success, then the return on your investment will be off the charts.

Show highlights

03:18 It can take 2-4 years to get a patent approved and in that time you risk have the technology move on

04:49 Why it takes so long to get a patent approved

06:24 You can get your patent approved in only 1 years if you know the secret

09:20 Why it's worthwhile to pay the small fee to accelerate the decision making process

14:54 Wha you need to do to accelerate the patent approval process

18:28 Learn about Joshua. Email Joshua at [email protected]

Connect with Jay

Email Jay at [email protected]

Sign up for a free one hour workshop called The Guide To Getting The Right Clients At The Right Time. The workshop will show you how to tap into the 80% of demand for what you do that is not available to your competitors at up to 20% higher margins where your clients will see you as the only qualified person to turn to for help.  This predictable flow of clients that seek you out for your insight and guidance will increase your confidence, allow you to focus on doing what you do best which is serving your clients, and give you the financial returns your business is capable of generating.

John Christie of Tab Eastern Kansas makes a persuasive argument that the customer experience must be at the center of your Business DNA. You have to start with knowing what your clients want before you can deliver an experience and service that will keep them around. John warns you can't guess what your clients want and there is no substitute for one-to-one conversations with your customers. John lays out exactly how you do that and then gives 4 steps you need to follow to create an amazing customer experience.

Show highlights

02:50 Why customer service is so hard to get right

03:43 What you need to know to deliver great customer service

05:58 How to find out what your customers want

08:37 You learn from every customer interaction you have

10:02 Customer service drives customer satisfaction and employee retention

13:50 A great customer experience creates a positive business ecosystem

15:10 4 primary steps to create the right customer experience for your entire business.

17:34 Learn about John. Email John at [email protected]

Connect with Jay

Email Jay at [email protected]

Sign up for a free one hour workshop called The Guide To Getting The Right Clients At The Right Time. The workshop will show you how to tap into the 80% of demand for what you do that is not available to your competitors at up to 20% higher margins where your clients will see you as the only qualified person to turn to for help.  This predictable flow of clients that seek you out for your insight and guidance will increase your confidence, allow you to focus on doing what you do best which is serving your clients, and give you the financial returns your business is capable of generating.

Lee Barnathan of LB Communications is fed up with all the poor copy on websites. His research indicates that 95% of all website copy is focused on features, functions, and here's what we do. But Lee succinctly points out that if you want to get business from your website you got to talk in the language of your target market's pain points and what you do to get rid of that pain and get them the results they are looking for. He reminds us that your customers are listening to radio station WIIFM so you better communicate on that same bandwidth: What's In It For Me! Listen to the end for a compelling gift Lee is offering our listeners.

Show highlights

02:02 Why the copy on 95% of all websites is written so poorly that it hurts results

02:47 The invasion of the computer bots

04:10 When you sound average, the only things that matters to the buyer is price.

06:08 What's in your head is only with copy that is written from your customers' perspective.

07:54 The impact of compelling copy

10:52 Use this 4 stage persuasive marketing framework to improve your website copy.

12:57 Learn about Lee. Email Lee at [email protected]

Connect with Jay

Email Jay at [email protected]

Sign up for a free one hour workshop called The Guide To Getting The Right Clients At The Right Time. The workshop will show you how to tap into the 80% of demand for what you do that is not available to your competitors at up to 20% higher margins where your clients will see you as the only qualified person to turn to for help.  This predictable flow of clients that seek you out for your insight and guidance will increase your confidence, allow you to focus on doing what you do best which is serving your clients, and give you the financial returns your business is capable of generating.

Brandon Rollins, founder of the Pangea Marketing Agency, is adamant that marketing is there to generate revenue and not masquerade as a cost of doing business. You've got to measure your metrics and critically evaluate marketing efforts that aren't generating a sufficiently high Return On Investment. Brandon likes using the cost of client conversion as his go to metric. He recommends at least a 5 to 1 return if not more on any marketing initiative. Brandon lays out a 5 step program to implement a successful marketing program. Listen to the end to find out the details of a valuable gift he's offering our listeners.

Show highlights

02:06 Why you can't look at marketing as a cost of doing business

04:14 How you need to think about marketing to be sure you get a return on your spend

06:51 Cost per conversion is a key metric you should use in evaluating your marketing spend

08:03 Why you should take an objective look at the return on your marketing spend

11:32 5 steps to implement a successful marketing program

14:51 Learn about Brandon. Email Brandon at [email protected].

Connect with Jay

Email Jay at [email protected]

Sign up for a free one hour workshop called The Guide To Getting The Right Clients At The Right Time. The workshop will show you how to tap into the 80% of demand for what you do that is not available to your competitors at up to 20% higher margins where your clients will see you as the only qualified person to turn to for help.  This predictable flow of clients that seek you out for your insight and guidance will increase your confidence, allow you to focus on doing what you do best which is serving your clients, and give you the financial returns your business is capable of generating.

Wesleyne Greer of Transformed Sales argues that hiring the person with the best sales skills will always win out over the sales person who has the most industry experience. It's easier to learn a new product than it is to learn how to sell. Wesleyne observes that a great salesperson can't overcome a poor product but you can't save a poor salesperson with a great product either. Wesleyne offers a 3 step solution to finding the right salespeople for your company. Listen to the end for a special gift she's offering our listeners.

Show highlights

01:43 Businesses are making the mistake of prioritizing industry experience over sales expertise

03:19 Despite promises, it's rare when a salesperson can bring their book of business with them to their new employer

04:07 Win by teaching your product to a strong salesperson

05:20 A great salesforce cannot overcome a mediocre product. And a mediocre salesforce can fall short of the potential of a great product.

6:44 Strong sales skills will outperform industry knowledge every day

10:24 The 3 steps you must follow to hire the right salespeople

12:50 Learn about Wesleyne. Email Wesleyne at [email protected].

Connect with Jay

Email Jay at [email protected]

Sign up for a free one hour workshop called The Guide To Getting The Right Clients At The Right Time. The workshop will show you how to tap into the 80% of demand for what you do that is not available to your competitors at up to 20% higher margins where your clients will see you as the only qualified person to turn to for help.  This predictable flow of clients that seek you out for your insight and guidance will increase your confidence, allow you to focus on doing what you do best which is serving your clients, and give you the financial returns your business is capable of generating.

Email [email protected] to learn more about Centricity and the Best Kept Secret show.

Frank Olivo of Sagapixel dropped a real truth bomb in telling us that the objective of an effective SEO campaign is to generate qualified traffic not any traffic. And you can't do that without first really nailing the profile of your target market and what you want them to do when they come to your website. Frank provides a compelling case study showing how effective a quality over quantity approach to SEO can be. He then gives us a 4 step implementation process to get the SEO results you are looking for.

Show highlights

02:19 SEO should focus on getting qualified traffic not any traffic

03:22 Searches with intent or quality traffic is more important than how much traffic

04:28 Start with your target customers and what their problems are

07:59 Is SEO a once and done process?

10:38 The benefits from prioritizing quality over quantity

14:46 4 steps to implement an SEO program

17:29 Learn about Frank.

Connect with Jay

Email Jay at [email protected]

Sign up for a free one hour workshop called The Guide To Getting The Right Clients At The Right Time. The workshop will show you how to tap into the 80% of demand for what you do that is not available to your competitors at up to 20% higher margins where your clients will see you as the only qualified person to turn to for help.  This predictable flow of clients that seek you out for your insight and guidance will increase your confidence, allow you to focus on doing what you do best which is serving your clients, and give you the financial returns your business is capable of generating.

Rob Bovarnick, lead partner of Bovarnick and Associates gives the inside view on how a business owner can get the most out of their outside corporate attorney. Rob advises that you should look at your outside corporate counsel in the same way as you do your Primary Care Physician. A healthy dose of prevention punctuated with necessary assignments when problems arise. As Rob observes, when it comes to your relationship with your business attorney, an ounce of prevention is worth a pound of cure.

Show highlights

02:15 Too often lawyers are the Department of No

03:04 It works better when you contact your lawyer sooner rather than later

04:31 Your corporate attorney is the equivalent of your primary care physician for your business

05:50 How often should you meet with your outside corporate attorney?

07:51 What's up with that 6 minute billing increment?

11:34 How to find and retain a fractional general counsel for your business

14:05 Learn about Rob Bovarnick. Email Rob at [email protected].

Connect with Jay

Email Jay at [email protected]

Sign up for a free one hour workshop called The Guide To Getting The Right Clients At The Right Time. The workshop will show you how to tap into the 80% of demand for what you do that is not available to your competitors at up to 20% higher margins where your clients will see you as the only qualified person to turn to for help.  This predictable flow of clients that seek you out for your insight and guidance will increase your confidence, allow you to focus on doing what you do best which is serving your clients, and give you the financial returns your business is capable of generating.

If a small business owner wants to grow their business, they have to rethink how they're going to approach marketing and get out of the marketing lane, emphasizes Reb Risty, founder and CEO of REBL Marketing.

Marketing is getting more complex and it's hard to know every single platform and type of marketing and tool and strategy. Being able to bring in knowledge and talent on a fractional basis to fill those gaps for you is essential to having a successful marketing function. The range of expertise that you’ll need to market your business successfully is too broad and dynamic for a small business to have an internal team of full-time staff do it well. The W2 full time employment model is not agile and nimble enough to work for a small business.

Risty recommends that small businesses bring in a fractional CMO to take point and manage the appropriate specialists on a contract and project basis. Flexible working relationships are what the talent wants and the business can afford.

Listen to the end for a special gift Reb is offering our listeners that will help you get your marketing on track.

Show highlights

01:50 Why business owners overwhelmed by marketing

03:23 Complexity is driving the need for marketing specialists hired on a fractional basis

04:36 Marketing is following the medical model of a Primary Care Physician plus a wide variety of specialists as needed

07:55 Creating the right type of marketing team for your business

10:29 The traditional W2 employment model isn't nimble and agile enough for the marketing needs of small businesses

14:34 The talent economy for marketing

17:22 Learn about Reb. Email her at [email protected]. Call her at +1.858.848.7325

Connect with Jay

Email Jay at [email protected]

Sign up for a free one hour workshop called Start Attracting Your Ideal Clients In 5 Easy Steps. The workshop will show you how to tap into the 80% of demand for what you do that is not available to your competitors at up to 20% higher margins where your clients will see you as the only qualified person to turn to for help.  This predictable flow of clients that seek you out for your insight and guidance will increase your confidence, allow you to focus on doing what you do best which is serving your clients, and give you the financial returns your business is capable of generating.