It's No Secret with Dr T.

These days there seems to be so much focus on social media, which is why every second person you meet at a networking event is a social media marketing expert.

Now don't get me wrong, I agree social media is important, but I still think there is room for old-school traditional marketing.

And the newspaper is one of those old-school marketing mediums that I believe still has some benefits and still works if it is used correctly. 

Listen to this episode to understand why. 

And please email me at [email protected] if you have any questions...or doubts that I'm right. 

My Website: https://www.tysonfranklin.com

Whether you're a Podiatrist making orthotics, a Lawyer writing a Will, a Real Estate Agent selling a house, a Dentist or a hairdresser, we all have units of measure that are worth a particular value. 

This episode is all about using these units of measure as a measuring stick towards helping you decide whether you do something or not. 

If you're thinking of attending an event or using a business coach, don't look at the costs in dollar terms, instead look at it in unit terms. 

For example, if a pair of orthotics generates $500 in revenue and you're considering going to an event that costs $1000, it only requires you to make two orthotics (2 x $500). 

With flights and accommodation and time off of work, it may cost you $3000, but that's really only six pairs of orthotics, but if attending this event helps you sell six more pairs of orthotics per month, or write six more wills, or one more house sale, then you've made your money back. 

But if it helps you do that same thing the next month and for the next 12-months it has generated you an additional $36,000, or $33,000 profit. 

If you're considering using a business coach, use the orthotic economy the same way. A coach that costs you $1500 or $2500 is really just three or five pairs of orthotics, etc. 

If you have any questions please send me an email at [email protected]  

Also, my Events page is currently being updated. In late 2018 and early 2019, I will be running Marketing, Audio & Podcasting WORKSHOPS. 

Sign up for my newsletter to be kept up to date as dates are organised. 

FREE DOWNLOADS:

First 16 Pages of My Book – It’s No Secret There’s Money in Small Business.

12 Secrets to Get More People Through Your Front Door.

Estie Rand is the founder and owner of Strand Consulting, an LA-based boutique consultancy, this marketing maven have hacked the code to closing 5-figure deals using social media.

Estie gives her clients - and anyone else who's listening - a piercing clarity on where they can put their best efforts in everything from marketing to staff management. She is also the host of the popular Business Breakthrough Podcast. 

To see the full show notes for this episode, please visit my website https://www.tysonfranklin.com/podcast

If you have any questions please send me an email at [email protected]

To contact Estie Rand

https://www.strandconsulting.net and https://www.estierand.com 

Also, my EVENTS page is currently being updated.

In late 2018 and early 2019, I will be running MARKETING, AUDIO & PODCASTING WORKSHOPS. 

Sign up for my newsletter to be kept up to date as dates are organised. 

FREE DOWNLOADS:

First 16 Pages of My Book – It’s No Secret There’s Money in Small Business.

12 Secrets to Get More People Through Your Front Door.

Every business wants more A and B clients and less C and D clients, but how do you find them?

One of the best ways is to create an internal marketing survey and ask your A and B clients some simple questions. The more you can learn about you’re A and B clients, the more you’ll also learn about where you can find them, and you can use this information in your future marketing, however, there are a few rules to follow. 

Hardcopy - 90%+

I know many businesses send out electronic surveys because they’re cheaper to distribute, but the open and completion rate is low, so I’m not a huge fan.

I much prefer hardcopy surveys, the ones that arrive in your letterbox.

I know it sounds outdated, but I’ve used hardcopy surveys for years, and our return rate was always close to 90%+

However, a poorly constructed hardcopy survey can still fail. The concept of hardcopy survey works, I know this for a fact, but the delivery and process to follow is critical.

7 Tips

Here are seven tips to remember to make sure your next internal marketing survey is a massive success.

1. It should be simple and only have five to seven questions so that it can be completed in less than 90 seconds.
2. It should fit on one page and not extend onto multiple pages. A bonus of keeping the back page blank, it gives you an opportunity to print and promote another service you offer.
3. Enclose a stamped, self-addressed envelope. No one is going to throw away an envelope with an unused stamp. You want to make this whole process as simple as possible.
4. Enclose a $1 or $2 Instant Win Scratch-It, as a thank you for completing the survey.
5. Construct a cleverly written cover letter explaining the reason for the survey, and have fun with it. You can mention if they win big with the Scratch-It they can come back to your business and spend big.
6. Before sending the survey, you need to have a meeting with your team and identify your A and B clients
7. Develop the questions in the survey, and the questions will vary depending on your purpose.

 For example, if you’re considering radio advertising you may ask:

 Do you listen to the radio?

• – local radio stations
• – national radio stations
• – I don’t listen to the radio

 What times do you listen to the radio?

• – mornings
• – during the day
• – drive time
• – evenings

 What do you watch on TV?

• – Which TV stations?
• free to air TV
• pay TV
• Netflix
• – What are your favourite programs?

 What do you read?

– newspapers:

• local
• national
• free weekly

Do you read locally published magazines?

Are you a member of any social or sporting clubs?

As I previously mentioned, this information is essential when it comes to planning your future marketing, as you want to maximise your results by only attracting your target market, which is more A and B clients and fewer C and D clients.

Opposite Results 

The results from your surveys will sometimes be the exact opposite of what your Sales Rep may be telling you about their marketing product.

I had a Sales Rep from a locally published free magazine visit me, and they explained how good their publication was and why it would be perfect for my business. Fortunately, I had already started my internal marketing survey and found that none of my A and B clients liked this free magazine; however, clients that were identified as being C and D clients did read it and looked forward to it each month because it was free.

Isn’t that interesting?

So if you’re considering using internal marketing survey, which I think you should, make sure you have a process to follow and continually tweak the questions to learn more about you’re A and B clients.

If this podcast episode has sparked off some interest in developing an internal marketing survey, please send me an email at [email protected]

Also, my EVENTS page is currently being updated. In late 2018 and early 2019, I will be running MARKETING, AUDIO & PODCASTING WORKSHOPS. 

Sign up for my newsletter to be kept up to date as dates are organised. 

FREE DOWNLOADS:

First 16 Pages of My Book – It’s No Secret There’s Money in Small Business.

12 Secrets to Get More People Through Your Front Door.

Dr James Fedich is the author of Secret Of A Million Dollar Practice and owns a very successful health business in New Jersey, Village Family Clinic, and he also the host of a podcast called Paths To Success with Dr J. 

Dr J. has always been a fan of marketing and business seminars, and he made sure he mixed these in with his Chiropractic conferences to keep life interesting. As he fell in love with the business process, his clinic grew out of this passion for clinical care. 

His business has grown 15-20% every year because he has always put in a lot of effort behind the scenes that others do not see. 

"It's not about the practice growing, it's about you growing as a manager and leader."

You need to become the million dollar business owner before you have a million dollar business. 

Dr J. wrote his book because he was regularly approached at Chiropractic conferences about how he built his business, so writing the book was his way to help more people faster, and he gets annoyed at fake business guru's. 

Fake Guru's are the practitioners who were only in practice for five or so years, never had a financially successful business themselves, but then set up a coaching business teaching other health professionals how to have a million dollar business. It's Nuts. 

You need to verify their successes. 

It's not hard to do the little things right, like ask for an email address. Even coffee shops get it wrong. How many coffees have you bought this year and never been asked for a simple email address? 

Restaurants are just as bad. You never hear from them, and even if the food was great, you only go once a year because they're not top of mind. 

You need to keep people coming back and you can only do this by staying in touch. 

How many times have you heard someone rave about a business, and when someone asks who did they see their reply is, "I can't remember their name". Or worse still they cannot remember the name of the business. 

People must know, like and trust you and you can only build this relationship by staying in touch...often. 

• Using a simple notepad, sit down Monday morning and organise your week, and day. 
• List the top three activities that need to get done that day and only focus on those tasks.
• Repeat this for each day of the week.  
• At the back of the notepad, or in a separate book, you can start a large to-do list as ideas come to mind.
• Do not work on the to-do list, only work on the three tasks you have planned for the day. 

If you have any questions about this podcast episode, please email me at [email protected] and if you liked this episode, please share it with your friends, family and work colleagues, and don't be afraid to leave a 5-STAR REVIEW on iTunes, Stitcher or your favourite podcast platform. 

If you liked this episode you'd also like:

Five Minute Friday: How Do I Know Which Ideas To Pursue

FREE DOWNLOADS:

First 16 Pages of My Book – It’s No Secret There’s Money in Small Business.

12 Secrets to Get More People Through Your Front Door. 

Today I want to talk about using audio, or more importantly, using audio to grow your business and your brand. The notes below are an overview of a presentation I did, ‘How To Use Audio In Your Business To Increase Sales & Make More Money. 

This presentation will be available on video shortly ON MY WEBSITE. 

In my presentation, I discussed multiple ways you can use audio to:

• Attract more new clients, and specifically the type of clients you want
• Increase your referrals, both professional and non-professional
• Share information about your new products and services
• Build and expand your personal and business brand
• Set yourself up as an expert
• Educate your existing clients. How often are your instructions forgotten?
• Develop long-lasting relationships 
• Stand out from your competitors who do not use audio effectively
• Ignite an emotion using royalty free music
• Train your team
• Reduce training time
• Captures thoughts and ideas of key personnel in case they leave
• Develop valuable IP for your business, making your business more valuable.

The thing I like about audio more than anything else is it’s simple to consume. Unlike video, you must stop what you’re doing to get the full benefit, however with audio you can listen and still do other tasks.

This is why radio has always been a popular form of entertainment for many years.

And depending on the type of business you have, marketing your business on the radio is also still quite cost-effective, especially compared to television, and you can also produce high-quality content faster and at a much lower cost. 

As you’re probably aware I love podcasting and the reason I like it so much is that you can do so much with it. In fact, everything I mentioned above can be achieved with podcasting and so much more.

So you may be thinking, can every business or individual benefit from podcasting?

YES, they can, which is why I’m developing small-group workshops that I will be running around Australia towards the end of 2018 and early 2019. If you’re interested check out my EVENTS page. 

But if you’re thinking podcasting is not for you and you don’t have the marketing budget for radio, can you still use audio to your advantage?

Once again, yes you can.

And the other big benefit of audio is you don’t have to nervously stand in front of a camera, and it doesn’t matter what you wear, you can record in your underwear if that’s how you like to roll.

So where do you start?

Firstly, it all begins with capturing the audio and there are multiple ways to do this and you don’t need an elaborate recording studio unless of course, you want high-quality audio.

You can simply use your Smartphone and headphones and as long as it is clear that’s probably going to be good enough. If you want improved sound you could use a USB or a lapel microphone and attach it to your phone. It does make a huge difference.

You need an App. Most smartphones will have a recording App built in, or you can download one. My favourite recording App on my iPhone is called Voice Recorder.

Before you press record I would highly recommend writing a script, practice reading it a few times and then press record. There’s nothing worse than someone rambling because they’re not sure what to say next.

If you don’t like what you hear, before deleting it, have someone else listen to it because we are our own worse critics.

Once it’s recorded, you probably will not need to do any editing, especially if you’re keeping it simple. There are a lot of editing programs available, some free and some paid, but that’s a whole different topic.

So, once you’re happy with your recording, in MP3 format, which is the most popular format, you can then start using it as you see fit.

You can simply upload your recordings onto your computer and start using them for training purposes, or you could have them transferred onto a CD and give them to clients for reinforcing instructions on their way home.

And remember, these audio recordings become part of your IP and do add value to your business.

Unlike video, you cannot add audio recordings directly to social media platforms like FACEBOOK and LINKEDIN. To upload on these platforms you’ll need to use a media host.

Just like a web host is used to host your website, you’ll need a media host to host your audio files. Once again there are free and paid versions and depending on how big your files are and what you’re planning on doing with them will determine the host you choose.

For my podcast, I use Libsyn, which is paid, but for other audio recordings that not part of my podcasting world I’ve used free media hosts, Soundcloud and Chirbit, but there are many more.

One last thing I’d like to share about using audio is combining it with pictures and creating short videos, which is great for product and service promotion and these videos can be uploaded directly to FACEBOOK and LINKEDIN. 

This is also a great way to avoid being in front of the camera yourself, but you can still connect with your audience with your voice. 

Here’s a link to see one I did for our shoe store Walk Right Footwear on FACEBOOK. I used HEADLINER to create this and it only took ten minutes and had over 150 views in the first 24-hours. 

http://bit.ly/WalkRightFootwearNAOTKirei

If this podcast episode has sparked off some interest in using audio to grow your business, or if you have any questions, please send me an email at [email protected]

Otherwise, check out my EVENTS page and consider coming along to one of my AUDIO or PODCASTING WORKSHOPS.

FREE DOWNLOADS:

First 16 Pages of My Book – It’s No Secret There’s Money in Small Business.

12 Secrets to Get More People Through Your Front Door.

Sam Kennis is a co-owner of the Three Wolves whisky bar in Cairns. This business far exceeded his expectations, which sparked the idea of Gin Social, Flamingos Tiki Bar and Bay Road Brewery.

But Sam is not finished, he has a goal of owning 20 businesses by the time he is 50 years of age and the way he's going I don't think it will be a problem.

The Key: Understanding your business numbers and knowing when it's the right time to expand. 

FOR MORE DETAILED NOTES, PLEASE VISIT MY WEBSITE: https://www.tysonfranklin.com/podcast 

FREE DOWNLOADS:

First 16 Pages of My Book – It’s No Secret There’s Money in Small Business.

12 Secrets to Get More People Through Your Front Door.

Dr Chris Zaino started his career as an Exercise Physiologist in 1998 and in the same year, he won Mr America. He then became a celebrity trainer for the cast of Xena Warrior Princess & Hercules television series.

Life was looking rosy, and then suddenly he was struck down by a significant health problem and in a matter of 4-months went from 230lbs down to 158 lbs. 

He tried everything modern medicine had to offer with no success and he was facing major, life-changing surgery until a teacher from his old high school recommended he see a Chiropractor.

As expected he was sceptical, however, the treatment plan was successful, so much so that he went back to university and became a Chiropractor himself, and eventually established one of the largest wellness centres in the world seeing over 2500 patients per week.

The key to his success was NEVER GIVING UP and in 2016 he went on the win, Mr Universe.

"When you're going through the toughest times keep your ears and eyes open to people, places, books and movies. One line could shift your perception and that could change your life". 

How often do you hear someone say, "but I've tried everything"? If this was true then you'd have all your goals.

You can't see what you can't see and we all have blind-spots and this is why you need to seek advice from others and you cannot do it all yourself. When will all the positive changes occur, or when will you achieve all your goals? 

It will be sometime in the future, the exact day and hour are not certain, but what is certain is you'll never achieve your goals if you quit. 

The hardest part about creating momentum is to keep going when you don't see immediate results with your initial efforts, however, we are sometimes the last ones to see our own improvements.

This is when people quit too early, just prior to the results becoming evident to themselves.

"When I start a conversation I start with a lifetime relationship in mind, not a one-off encounter". 

Your best ideas come when you're in a moment of panic and this is exactly what happened to Dr Zaino when he was supposed to do a chiropractic presentation. He forgot all his notes and associated slides and even though he wanted to cancel, he didn't.

This was life-changing and he learnt that what we can do is tell our story better than anyone else. He never used powerpoint again. 

This is his secret sauce and his only form of marketing, he would put on a dinner for clients and referrers and just tell his story. (How simple is that, and we all have a story)

Dr Zaino runs a program called I AM HERO and he helps people find the ultimate hero version of themselves. He bridges the GAP from where they are to where they can be. 

One of his biggest mistakes you can make is thinking life is all about ticking boxes. Nice House, Tick. Flash Cars, Tick. Money in the bank, Tick. These are false beliefs and we create a secret identity, hiding our true superhero self. 

Often we let our job dictate our identity. Chris Zaino would hide behind his title of Doctor, and many people to the same thing.

"People are not going through a mid-life crisis, instead, they are grieving their true potential".  

Get rid of the secret identities and embrace the hero within. We are created not to retire, we are created to expand. 

A hero is not a perfectionist. A hero is a potentialist.

"A hero does the best they can, with what they've got, in the moment they have, and that's all they're responsible for". 

If you have any questions about this amazing 'superhero' episode, please email me at [email protected] or connect with Dr Chris Zaino on Instagram @drzaino. 

Also, he has a FREE GIFT for everyone: I Am Hero Secret Sauce

Check out Dr Chris Zaino's website: https://www.drzaino.com/

If you liked this episode you'll also like:

Episode #47: The Self Help Addict with Daniel Gefen

Episode #09: Being A Generalist with Pat Flynn

FREE DOWNLOADS:

First 16 Pages of My Book – It’s No Secret There’s Money in Small Business.

12 Secrets to Get More People Through Your Front Door.

When I owned my podiatry business in Cairns, I decided I was going to open a second location in Mackay, which was approximately 800 kilometres away. The reason I chose this location was that I wanted to determine if my business in Cairns was successful because I had developed great business systems and marketing strategies, or was it because of my reputation as a podiatrist. 

I'm pleased to say the business was a roaring success and it proved that my systems and marketing strategies were right, but one thing I learnt when I set up this business was about creating a buzz before the door opening on day one. 

Because Mackay was 800 kilometres away, I would stay for two or three days each trip. There was not a lot I could do during the construction phase, so I decided to use my time wisely by visiting local professional referrers and local business operators (coffee shops, florists, shoe stores, etc.) I also talked with each tradesperson about the new business. 

Without knowing I was creating a buzz about the new business and when we opened on day one we immediately had appointments booked, in fact, we were taking bookings well before we began. 

Creating a buzz by marketing early in Mackay made me realise this should be done for all aspects of my business, not just setting up a new location, so every time I introduced new equipment, a new service, or product I decided I would do the same thing. 

When I spoke with my patients, I would tell them, with excitement, what I was planning and why it was going to be beneficial. I made sure all out professional referrers were well aware of our plans as well, and I would also develop a media release for the local newspaper so the community could be informed. 

If you can create a buzz by marketing early, you're not starting at zero on day one. 

When you order new equipment or decide to introduce a new product or service, it can take months before you're ready to start, so why not use this time to create a buzz by marketing early.   

If you're considering opening a new location, once the decision has been made don't keep it a secret, let your existing patients, clients and customers know what you're planning and get them excited with you. And if they know people near your new location their recommendation will pay big dividends.  

If you have any questions about this episode, please email me at [email protected] as creating a buzz is something you need to master.

I've done a lot of coaching on this subject, so if you think it's something you'd like to learn more about, send me an email, and we can organise a one-off coaching call focusing on creating a buzz and also maximising the ROI on your equipment purchases.  

If you liked this episode of Five Minute Friday you'll also like:

Is Your Business Green & Growing Or Ripe & Rotting?

FREE DOWNLOADS:

First 16 Pages of My Book – It’s No Secret There’s Money in Small Business.

12 Secrets to Get More People Through Your Front Door.

Patrick McFadden is the owner of Indispensable Marketing, and he agreed to come back for a second podcast stint to talk about a concept called RISE & GRIND: It's what we need to do in the hours your awake. And to get the most out of rise and grind, you need to be focused. 

Regardless of the industry, Podiatry & Allied Health, Finance, or Hospitality, everyone needs to grind to get the most out of their day, and Patrick McFadden will explain precisely what you need to do. 

More detailed show notes can be found on my website https://www.tysonfranklin.com/podcast

FREE DOWNLOADS:

First 16 Pages of My Book – It’s No Secret There’s Money in Small Business.

12 Secrets to Get More People Through Your Front Door.