It's Time to Sell Podcast: Strategies for 21st Century Selling

It's Time to Sell is back.

Last August, I announced that I will be wrapping up the show to give way to Entrepreneur's Sales School, which was a daily podcast. 50 odd episodes later, I found myself getting burned out and realized that doing one show/day just wasn't sustainable.

I decided to take some time off social media (except LinkedIn) and think about where I really wanted to go. After a few brainstorming sessions, I arrived at the conclusion that I really love the connections I've made through this podcast, and I want to continue doing the show.

So here we are. Everything looks different, but it's still the same interview-style show where we can get to know and learn from successful entrepreneurs and sales professionals.

For today's episode, our guest is Petra Foster. Now for some of you who do not know her, she's a client enrollment strategist. She works with service-based business owners, coaches and consultants and help them sell their premium packaged services (think >$3000) in six weeks or less.

Her mission is to: "...show you that enrolling premium clients is not just possible for you... It is VERY achievable, regardless of where you are right now, how low your rates are, and how long you've been earning less than you desire."

Now that sounds like a great pitch.

Click the play button to hear the rest of the episode. Don't forget to subscribe!

Show notes:

"I started my business out of necessity"

Four years ago, Petra's husband – a long-distance driver – came home and said to her, "Petra, I fell asleep at the wheel." And that happened more than once. At that point, they decided that they had to be in control of their own income and started a T-shirt printing business.

Her husband created the designs, while she went out to sell them every single day. On the 13th of July 2013, they sold their first two t-shirts for $56 and on that Friday, she decided to leave her job and become a full-time entrepreneur.

"Can you teach me how to do it?"

Eventually, people started to ask her how to do what she's doing. That's when she transitioned into business and sales coaching in 2014.

She got her first clients at networking events and made $13,000 within six weeks of starting her brand new consulting business.

"You don't need funnels, you don't need Facebook ads, you don't need any kind of email list..."

...if you're not making enough money. Petra says that if you're making enough money, then go ahead and do these things.

There are so many mentors who are already millionaires and are doing well, and they're teaching everyone else to do what they are doing RIGHT NOW: create courses, spend $1000/day on Facebook ads, etc. But Petra knows that her target audience are making less than $5000/month and all they want to do is know how to get somebody on the phone.

What made Petra successful is her controversy in terms of sharing with people that what they're being taught by these millionaire gurus are not what they did when they first started out.

"Do a call to action. Something powerful that would make them see more so that you now have the remaining 2,000 characters to expand upon who you are, what you do, and most importantly, how you can help people. You really want to focus on what's in it for them."

For the final installment of the Get Known series, we have Viveka von Rosen. Viveka is co-founder and CVO (Chief Visibility Officer) of Vengreso. Known internationally as the "LinkedIn Expert", she is author of the best-selling "LinkedIn Marketing: An Hour a Day" and "LinkedIn: 101 Ways to Rock Your Personal Brand!"

As a contributing "expert" to LinkedIn's official Sales and Marketing blogs and their "Sophisticated Marketer's" Guides, she is often called on to contribute to publications like Fast Company, Forbes, Money, Entrepreneur, The Social Media Examiner, etc. Viveka takes the LinkedIn experience she has perfected over the past 10+ years and transforms it into engaging and informational training (having provided over 100K+ people) with the tools and strategies they need to succeed on LinkedIn.

There's no doubt that you'll be in for a treat when you hit the play button below.

It would be similar, but I'd start with a personal profile. The company page could come later, it's not such a big deal. You have to understand, with a big company nurturing, maintaining the company page is relatively easy. You put your social media marketing person on it or your community manager on it.

When you're solo, you're having to do everything – sales, marketing, service offers, product offers, all of your social media. Again, why I went with Vengreso. The plate is so heavy, so with my solopreneurs, I would start them off on their personal profile. We talk about a company page if they actually need one, but we start with a personal profile, and what's similar for both sides, of course, you can create a template. I always do with my clients because they might hire someone later on.

But what we want to cover specifically is that background image which yours is so great. It's got the building, your book on it. LinkedIn keeps changing – drives me insane – LinkedIn keeps changing the background image template. So it's an ongoing process, but that background image which really helps with branding for my solopreneurs and entrepreneur.

I recommend putting an email address or phone number on there so they're more easily contactable. Some people don't want to be that contactable, but for them, it's important. And that way, people can reach out to them even if they're not connected yet, and it usually shows up in the mobile app too, so that's the key.

And I tell them to, if they can, create unique contact information – a Google Voice number, or [email protected]. That way you can actually track where your leads are coming from, because LinkedIn doesn't really have any metrics or analytics left worth mentioning in their free account.

The next feature would be that professional headline. So many people title it Company or if they're self-employed, they're self-employed and that's just – you know, you have such an opportunity to do a super mini elevator speech, but 120 and – I'll show you a ninja trick in just a second if you need more characters.

But 120 characters that describes who you are, what you doing, who you serve. So again, going back to what we talked about is knowing who your ideal buyer is, of your product or service. If you don't and you try to be everything to everyone, it loses efficacy. The more niche you can be, the more converting your LinkedIn profile will be, period.

Now, if you can't fit who you are, what you're doing, who you serve in 120 characters or less, and I learned this one from Brynne by the way, if you do it in mobile, you have up to 200 characters.

What's next is the summary section. A lot of people skip this or they just pull in their about me from their company. Again, huge waste of opportunity.

Now with the new user interface, only the first two lines show. People have to click on "See More", so you have to do something in that first two lines that makes them want to "Read More" and click on "See More". What do you do? It is not formatted and it is ugly and you can't add special characters and emojis, but just know that it's going to be one bunched up mess.

Nonetheless, in that one bunched up mess of about 200 characters, do a call to action. Something powerful that would make them see more, so that you now have the remaining 2,000 characters to expand upon who you are, what you do, and most importantly, how you can help people. You really want to focus on what's in it for them.

You can put your list of features underneath in your experience section. If you want to let people know all the things that you offer and all that kind of stuff, you can put that in your experience section, but that summary is really to hit home. What are the benefits? Hit home – what are your ideal clients' point of pain and how do you solve that? You can put in a tiny two or three sentence testimonial from a client that people might recognize where you have solved their issues. Again, just keep your audience in mind.

Mentions

Connect with Viveka on LinkedIn

Visit https://vengreso.com/

https://www.rev.com/

"We don't really have to put a hashtag into everything. Years back, hashtags were the way to search and then Twitter made this change a couple of years ago where you can search without the hashtags."

This is the second to the last episode of the Get Known series, and today we have Madalyn Sklar. Madalyn is a marketing and branding expert with 21 years of experience, helping businesses exponentially grow their brand in an authentic and impactful way.

Ranked #1 social media influencer in Houston, Madalyn is a real force to be reckoned with. She hosts the #TwitterSmarter Twitter chat and podcast, and weekly #SocialROI chat.

In this episode we talk about tips and strategies on how to get started on Twitter, growing your audience, leveraging the platform for sales, and content marketing. There's a lot of gold nuggets in this episode, so hit that play button below and enjoy!

"I think the biggest thing with Twitter is people get on there and think, 'let me just post up and let me just push out and push out.' But by doing that, you don't get a whole lot in return.

It's about engaging, it's about chatting with people, having a discussion and through that, then they'll check out your Twitter profile, then they'll look at your post, then they'll start liking and commenting and having a conversation about it.

Just posting purely as just the way you're utilizing your Twitter is not really enough to make an impact."

There are two ways to go about it. Number one, you just want to go and listen.

Go to Twitter profiles of people in your business, people in your industry that you like and follow them. I would recommend making a Twitter list of all the top industry people that you look up to. If you put them in a list, you can keep track of them. That means, if you go to your home stream you'll see the posts of everyone you follow.

I like to reciprocate and follow people. Not everybody, but I like to go look at their profile and if they're somebody worthy of following, they're active, they're not spammers, I feel like this is a good connection then I will follow back. But then it becomes this dilemma like, okay, now my home screen is just going to be that much more full.

So I create this Twitter list so that I can see all the top social media marketers and know what they're tweeting. I just go to this one list and they're all there.

So the first thing is listening; listen to what people are talking about, organize with Twitter lists because they'll make it so much easier.

I think Twitter chat is a great way to really get going with Twitter. We'll use my #TwitterSmarter chat as an example.

Just imagine for one hour, a whole bunch of like-minded people coming together on Twitter, they're all at this hashtag and having great conversation, and you could be part of that.

I run a chat called #TwitterSmarter, I've been running it for the last two years. Just like my podcast, it's sharing Twitter tips. Every Thursday at one o'clock Eastern, you come on and you can just chat with other people about Twitter. I have a guest every week with a topic and we have a Q&A, but I invite the community that comes to the chat to come partake and be a part of the conversation.

It's not just for the experts, so if you feel like you have something to contribute, by all means, come and share your two cents with each question.

What's interesting for all the newbies out there is they feel like they're gaining education. They come on and they watch and they tell me they take pages and pages of notes. You can learn so much just by coming on a really good Twitter chat.

Mentions

Connect with Madalyn on Twitter, Facebook and LinkedIn

Visit Madalyn's website at http://www.madalynsklar.com/

Grab Madalyn's list of Twitter chats here http://www.madalynsklar.com/chatlist

"It's almost like a catalyst for creating other content because it just keeps me active even though it's only a ten-second piece of content, because it's hard to sit down and write an article. Sometimes, you just don't have it in you. You don't have to write – voice. I have like 20 articles that are half-written. So it's really almost like exercising your content and your creativity."

Today's episode is Get Known on Snapchat with Bill Flannery. Bill is a Regional Business Development Manager at Bauscher Hepp, Inc., and an experienced food and beverage product marketing executive.

Bill has shed some great light on how to use Snapchat for your business and your brand, how to repurpose content, how to find people to follow and a lot more. If you have any questions, feel free to drop them in the comments!

You could go and seek out people. You could seek out people, find out – GaryVee has a snapcode. You could seek out all the high-level people that you want to follow, look at their content, influencers – self-proclaimed influencers, some of them.

And then you can just add friends. It's somewhat like a cryptic platform, but for me that makes it that much more attractive because you create these barriers to entry. So fewer people are there that are my age group, definitely fewer that are in my space, maybe there's fewer customers, right, I don't know, but that's okay. It doesn't take me other than documenting my day.

It's not like I'm losing business like I'm walking out of my call and I'm documenting my sales call with a salesperson. So it's easy to create fluid content because of what I do already, but you just have to – you'd have to go and find people, follow people, do a little work.

To me, it's like an article on LinkedIn. It's a story of their day. And in your case, maybe you're sharing the same sort of information that you're sharing here. And maybe it's that, combined with some of your day, the life in a day of a marketing guy from Canada.

It's just a matter of what you can come up with creatively that will engage and entertain people.

I use all of them. I'll take content I create on Snapchat, whether it's a video. Maybe it's a call and I have to take that video and save it. It's a ten-second video and I can repurpose them on Twitter, Instagram. So a lot of stuff on Instagram I have are snaps that I did.

Mentions

Connect with Bill on Snapchat, Twitter and LinkedIn

"With beBee, it's an even playing field. We treat a YouTube video the same as a video that's created natively on the platform. The algorithm is determined by the interaction of the users. So from a content creator's vantage point, there is not a platform that's quite like beBee with the organic reach that you can get."

Today on the Get Known series my special guest is John White. John is the social media director for beBee, an up and coming social media platform that has a lot of great opportunities to capitalize on because it encompasses the multi-dimensional side of our personalities (compared to LinkedIn, which is all work and no play).

In this episode we talk about how to get known on beBee, why you should hop on the platform, and hives. If you're curious about the last one then you should really listen to this episode.

BeBee as a social media platform

BeBee is the first platform that's really embraced affinity networking, and so it's a very strong platform. We're small right now, a micro community if you will compared to the 400 million, or is it 500 million now? I think it's a hundred million now, I need to double check, but you compare it to the major platforms which offers people an opportunity to get exposure and to really network, and the people that are on there right now are very engaged with their community.

So it's an active community, it's small in comparison to the major networks, but it's an opportunity for someone to not get lost in the one billion Facebook users.

I mentioned, we're the first platform to really fully embrace affinity networking and we believe that your brand is more than just your resume and you should be networking with people that share your interest. That extends both to the business world and into your personal interests and your hobbies.

Why you should consider beBee

We play so well with other platforms. In other words, you can really use beBee to enhance your efforts on your other platforms. You can share your tweets on to beBee, you can share your YouTube videos, your LinkedIn blogs. With the organic reach of the content, we treat every piece of content the same, whether it was natively created on beBee or it's someone sharing a post from another platform.

How to get started on beBee

You shouldn't think that you have to spend two days filling out your beBee profile. It should be an hour max to 30 minutes to get started on the profile. I would recommend people take a few tips to carve out their personal brand just to give you space to try to brand yourself. A really important piece of the profile is that top, what I like to call, your personal branding statement if you will about – have some really important real estate on your beBee profile.

So definitely fill out their profile, get that up and running and then join the relevant hives that they're interested in on a personal level, and when they're doing that, you think of – that's what the type of content they're going to be getting and seeing on their feed.

Once you're in the hives, I recommend seeing who's active in there and go ahead and follow 25 or 50 people from each hive that you're interested in, the top users from those hives. That's pretty easy to do. When you get in there, there's actually – if you go into a hive, you can sort it by who's most active, one of the criteria you can sort by.

So then you're pulling up the most active people in that hive and you go ahead and follow those people and that's how you can quickly build a network on beBee that's relevant to your brand and what your interests are. Because once you follow your 25 or 50 people from each one of those hives – I can't quote an exact percentage on how many are going to follow back but definitely a portion of those people will follow you back.

Hives and personal branding

Sales, social selling, social media, marketing, engineering, and some of those hives are growing to over a hundred thousand users. So there's opportunities to get in both larger hives now and start your own hive and create a micro community of like-minded people with your own hive, invite them to join.

BeBee, the first platform to really fully embrace the concept we have, other platforms out there where you can represent portions of your personal brand but not a platform where you can go and you didn't have a holistic version of you and your interests, and that extends into your networking.

With beBee, it's an even playing field. We treat a YouTube video the same as a video that's created natively on the platform. The algorithm is determined by the interaction of the users. So from a content creator's vantage point, there is not a platform that's quite like beBee with the organic reach that you can get. As we keep adding more users, obviously, the audience will grow and grow and grow. But we plan on having organic, even-playing field for content creators.

Mentions

Connect with John on beBee, Twitter @juanblanco76 and LinkedIn

Check out John's website https://socialmarketingsolutionsllc.net/

"One cool feature that Facebook has come out with recently is that you can actually pool people who have engaged with your page or with a post into a custom audience so later, when you go to advertise, you can advertise to the people who have already interacted with you in the past and they can be a really good audience to convert into sales because they already know, like and trust your business."

Today on the Get Known series we have Krystal Hobbs of Reflective Marketing. Krystal is a social media expert and digital marketing specialist who collaborates with small and medium-sized business owners to illuminate their brand and attract their target market.

In this episode, we are going to talk about Facebook and Facebook ads: how to create a solid business page that constantly attracts new followers, the factors that influence the visibility of your posts, how to get started on Facebook ads and a lot more.

Surely you will learn a lot in this episode, and if you have any questions, just leave a comment below.

I just found that we always got the best results with Facebook. And the functionality has evolved. There's just so much more opportunity with Facebook because you have Facebook live, Facebook video, there's Facebook groups. The advertising is insane because we all spend a lot of time on Facebook, for one. The average user checks in 14x a day. And you can't say that for a lot of social media channels.

First of all, we're spending a lot of time there, and secondly, we put so much of our personal information up there.

A lot of people have talked about with - Twitter, they didn't start accounts asking for personal information so that's why you don't have the same targeting abilities there. But on Facebook, we put our jobs, we put our education, we put who our parents are or who our children are. All of this personal information that we're self-reporting as well as when you're spending time on there, you're reading articles, you're liking posts, you're following pages, you're doing all these things. Facebook uses all of this and this becomes a real gold mine for advertisers.

So really, Facebook just has - I think it's a perfect storm of features and the user base is there and people are engaged.

Engaging content is definitely one of the most important factors. Historically, we've treated Facebook a little bit like a distribution channel. So we throw stuff up there, new blog post, new podcast, new videos as you're producing them without giving much thought to it. But now, we're really challenged to make sure that that content is engaging and that people are interacting with it. So engaging content for sure.

I would say the other thing is advertising. So unless you're paying to get in front of people with your content, it's hard to guarantee that you're going to get in front of the right people, especially if your content isn't getting a whole lot of unpaid reach. So we know that on average, a page is reaching about two to three percent of their fan base or their following with each individual post, which is not a whole lot.

So yes, assuming your content is engaging, you're going to get in front of more of those people but you really need to make sure that you're dedicating a small budget per month to advertising your most important post. The other thing to consider is that in general, Facebook doesn't like promoting. So if you're posting about a sale or some sort of launch, anything that is related to a specific promotion or campaign, if you just post that without any advertising budget, Facebook is going to bury it.

When I start with a new client, what we really focus on for the first one to three months is building up that awareness. So we're trying to reach out to new people and get them to start interacting with us. We also want to reengage people who have done business with us in some way in the past.

Often, what we'll start with is maybe we'll do a video views campaign or we'll do a post engagement where we're just trying to get in front of people and get them to like, comment, share, start a conversation with us, whatever that goal is. And we do that consistently so that's definitely the focus in the first few months is to start to build that up and to convert people from strangers to followers, or people who want to do business with us. But we also then after that period, we should have enough people who are engaging with the post or visiting the website or on our email list, all these different actions that show that they're interested, we can later start to advertise to them with specific promotions.

You really don't want to run ads that are about buying something to people who have never heard from you, because you're really just going to waste your money. So what we try to do is bring in cold people - I say cold meaning they have no relationship with the business - so bring in the cold audiences, engage them so they start to know, trust and remember your business, and then later they become the ideal people to sell to. Because if they're interacting with you on a regular basis, they're obviously interested in what you have to offer.

Mentions

Connect with Krystal on Facebook and Twitter

Visit Reflective Marketing at http://www.wearereflective.com/

https://buffer.com/

https://www.heyorca.com/

"Insta stories has a unique proposition where you can put the ask out multiple times a day, but it disappears. It's not as intrusive and it's not as spammy as people think, because if they don't want to see the message, they'll just quickly tap on by."

This is Part 2 in the Get Known Series. Last week, we had Get Known on YouTube with Brighton West.

Today my special guest is Samantha Phelan. Samantha has a great background on Instagram and social media in general, having worked as Director of Corporate Partnerships, Sales, and Digital Media at St. John's IceCaps.

In this episode we talk about Instagram as a storytelling platform, how to grow your following, strategies you can employ as an entrepreneur, how to leverage IG stories, the power of exclusivity, and a lot more.

Even if you're already using Instagram in your content marketing strategy, you can still learn a thing or two in this episode, so click that play button and enjoy!

My approach when I'm speaking with clients is always identify the top 10 players. They don't even have to be direct competitors with you, but just notice what it is that you like or what's compelling about them that draws you to them.

Is it their personality? Is it their aesthetic? Is it their captions? Notice that and pick that stuff out.

From there, you can start to develop your own strategy. You know what elements you'd like to incorporate, but how do you make that "you"?

Then there's more of the technical stuff. Once you do that, you need to make sure that you're setting up the right sequences and pathways to draw people into a sale or a conversion to a website.

That's where things like – you put this amazing caption talking about the experience of working in hockey, or the experience of coming down to the hockey game, and then at the bottom you say, "If you want to buy tickets, link in bio".

You want to make sure that you're putting in those call to actions, but 90% of the content that you're putting out there needs to – or if people do the 80/20 rule, a majority of your content needs to be compelling, emotion-evoking content, and then put the ask out every now and again. But it's subtle; it's not ever the main thing.

Insta stories has a unique proposition where you can put the ask out multiple times a day, but it disappears. It's not as intrusive and it's not as spammy as people think, because if they don't want to see the message, they'll just quickly tap on by.

If you are in a business account, you'll have the swipe up* functionality now. That just allows quite a lot of quite quick conversions.

The one thing that's amazing about Insta stories is you know that those people who actually viewed story, it was a consumed view. This is what was amazing about Snapchat. It had an ephemeral nature that drove people to actually watch the content on a 24-hr rotation, because if not they are going to miss out on something.

If you train them that you're providing some exclusive content through Insta stories, then they'll continue to return so that even if you put the sales messages in between, they're still going to come back and keep watching it every single day because you're providing them with value otherwise.

It all comes back to content.

The hashtags are how you get discovered and how you get the eyeballs, and you're going to have those people who are like trolls. They'll come in and they'll like a bunch of stuff, and what they hope is that you're going to notice their content and you're going to go follow them.

What they do is they make it personal and that they keep track of everybody that they're going over and they're liking and they're following, and then when you don't follow them back, they take it personally and they don't like you anymore.

But what I think is the way to hack that system is if you have great content, when they find you through those hashtags, they're not going to unfollow you.

If they're unfollowing you, I mean, there are people who just in general don't even pay attention to your content. They don't give it a second thought and they're just doing the like for like and follow for follow sort of philosophy, and that's always going to happen.

You have to ignore those people and know that the hashtags are still a channel to get you discovered, and if you're getting a significant amount of likes or hearts through hashtags but you're not seeing a conversion to followers that come with that, then that means that you're basically getting your photos liked by a serious number of people who like that moment, but they didn't find your content compelling enough to want to follow you over the long term.

It's a moment where you step back and say, "What is it about my content that wasn't resonating?"

It could simply be maybe your hashtags are attracting the wrong audience. It might not have anything to do with your content; it might be my hashtags aren't right. I'm putting hashtags out there and it's for a creative community of people who really like the strong visuals, but my content really focuses on the captions, and I'm attracting an audience that doesn't enjoy reading a microblog under each one.

Mentions

Connect with Samantha on Instagram @moderndaymarco, Twitter and LinkedIn

Visit Samantha's website at http://www.moderndaymarco.com/

Follow me on Instagram @chrisspurvey!

*Swipe up functionality on Instagram Stories are available only to business accounts with 10,000+ followers

This is the first episode in the Get Known Series.

Today's episode is Get Known On YouTube with my very special guest, Brighton West. Brighton helps professional coaches use online video for marketing, sales funnels and online passive income products.

He has built a thriving community using YouTube that has resulted in him becoming successful in his business, which is video production and helping coaches and consultants grow their following using video.

This episode is all about YouTube: how to get started on the platform, build authority, leverage ads, avoid penalties, do basic video production, use YouTube tools, and a whole lot more.

Below are the major takeaways. But don't miss out on the rest of the good stuff – listen to the entire episode!

1. Start with how-to content. "There's different types of content on YouTube in terms of how it gathers audience, but if you don't have an audience, you need to grow an audience. YouTube is the second largest search engine and it's the largest search engine for answering how-to questions.

You start putting up videos, the how-to questions that your potential clients have. That might be looking through your FAQs or looking through your competitors' FAQ, what problems are out there that you can solve especially if they're more unique problems.

One of my popular videos – I have an Apple watch and every once in a while it gets disconnected from my iPhone. This wasn't necessarily for my business, but I wanted to remember how to do it, so shot a quick YouTube video saying, "Well, you push these buttons, do this, do this, and it's back."

Now it's up on YouTube getting thousands of views. I actually turned advertising on and now I'm getting a little bit of revenue from it.

It's like finding the answers. One thing I'll do is I'll look on blog posts. If I find the answer as a blog post but not as a video, I'll be like, "Wow, ok, this is great! I'm going to turn this into a video," and then new people find you."

1. Buying advertising. "YouTube advertising is cheap. Google AdWords has a little video section and you can target people and say, "I want business professionals in this age and only men, or only women," or something like that.

They'll be more likely to see your video before that little "Skip after 6 seconds" or on the side column as a recommended video.

The reason I say that when you're first starting is, a $5 spend on advertising can take you from just getting 12 views, because that's what your audience is, to getting hundreds of views.

A very small spend in advertising is having a huge proportional effect. What I've seen with a number of clients' channels is, you do that ad spend and then the channel jumps up a little bit. It's also talking with the algorithm if someone watches your video all the way through, then they're likely to see it organically."

1. Don't buy views or subscribers. "Spend the money directly with Google and get your video in front of your potential audience faster."

Backgrounds build authority, or take away authority. They build trust. If you see Chris and he's a small business sales expert and he's got a lot of sales books behind him and he looks like he's in a home office, that's what you expect.

If he was shooting this from his nursery or something – I don't know if you have kids or babies or something – that would feel off to you, so you would say, "Well, I don't know if I can trust Chris. This doesn't feel right."

With me, you're seeing in the background my video screen and my lights and my sound absorbing material – I'm shooting in my studio today.

There are ways to build that trust or to take it away, and a lot of people take it away.

Mentions

Subscribe to Brighton's YouTube Channel

Connect with Brighton on Twitter, Facebook and LinkedIn

Visit Brighton's website at https://www.authenticwestfilms.com/

The YouTube Magic Formula

TubeBuddy and VidIQ

"I don't make money in my underwear but I do make it in my undershirt."

Today my special guest on the podcast is Kevin Donlin. Kevin is an author, a copywriter and a marketing optimizer.

In this episode, we talked about marketing multipliers, video handshakes, the difference between sales and marketing, and how you can get over the fear of selling your product/service by asking yourself the right questions.

I know there are solopreneurs, entrepreneurs, freelancers and consultants out there who need this information to bring their businesses to the next level and attract new clients to their business, so please share this with your network by clicking any of the social buttons above.

What is marketing?

In my view, marketing is finding horses and sales is asking them to drink. If you can get thirsty horses and lead them to a pool of crystal clear mountain water, and it's cold, and it's a hot summer's day, it's not hard to make that sale.

The job of marketing is to do the prep work and to come up with the right offer, find the right way to reach the right market at the right time, and then the sales take care of themselves.

Marketing makes sales easy

The way to make selling easier is to – that's what the job of marketing is. If you handle the marketing correctly, the sales often will take care of themselves.

It was Peter Drucker who said: The aim of marketing is to make selling superfluous. Meaning, if you pick the right market, the right audience, and you put the right offer in front of them at the right time, the sales largely take care of themselves.

An example would be if you're a girl and you're selling girl scout cookies. Who are the first customers that you call? Just a rhetorical question, but I'll bet you'll get this.

If I'm a 12-year-old girl scout, who do I ask to buy first?

…It's going to be mom and dad. The girl scout instinctively picks the ideal market and she makes the ideal offer, "Daddy, will you buy my first box of cookies?" Well, there's a 100% closing sale on that sale, because she has picked the right market, made an irresistible offer and the price is right.

Characteristics of a marketing multiplier

• Small actions, not huge technological systems
• Typically low cost or no cost
• Often tangible

How do you do sales and marketing as a non-sales/marketing person?

For anyone who's listening, if you don't like to sell yourself, you're self-conscious – that's fine. That's normal. Just start thinking, "How can I get in front of ideal prospects – more of them? How can I make an irresistible offer that everyone's going to say YES to?"

When you get those parts right, then it's just a matter of how do I want to reach them? Is it online, offline, in-person – what? It can make your selling superfluous. That's the way I approach marketing.

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"My biggest mistake was I didn't understand how I sell."

"Google and Facebook, they're both these huge ecosystems. There's lots of things that you can do, and there's lots of ways that you can target traffic. It's world within worlds."

Intro

Today my very special guest is Perry Marshall. Perry is one of the pioneers of digital marketing and he actually grew by being one of the first leading authorities on Google AdWords.

According to Entrepreneur Magazine, "Perry Marshall is the #1 author and world's most-quoted consultant on Google Advertising. He has helped over 100,000 advertisers save literally billions of dollars in AdWords stupidity tax."

His Chicago company, Perry S. Marshall & Associates, consults both online and brick-and-mortar companies on generating sales leads, web traffic, and maximizing advertising results.

I've decided to sell, am I a sales maggot now?

Well, there are people that are maggot-y. There are approaches that are like that, and it's just a matter of not choosing that approach. There is another way to be.

I think if you're really clear about that, that's the first step towards eradicating some of your head trash that you might have around sales.

A lot of really good people, especially salt of the earth kind of people, really have a hard time with that…They don't want life to be a big, giant, sales promo.

But on the other hand, we all have to persuade; we all have to be powerful. We all have to sell, we all have to enlist cooperation, we have to raise money, we have to get customers to write checks. Nothing happens until somebody writes a check and commits to something.

There are important things that have to go on in the world and we have to untangle ourselves from, "Oh, because I sell, does that make me one of those sleazy guys over there?"

NO, it doesn't.

Discovering Google Adwords

I learned about pay-per-click, and I never really understood it until then. Google Adwords had just come out maybe a month or two before that, and nobody knew much about it, and most people didn't even use Google yet back then because this was in 2002.

I said, "I'm an engineer, I love Google; I'm going to go do Google."

Within about three days, I was like, "This is the most amazing thing I have ever seen in my life. Oh, my word. This is crazy. I am not telling anybody about this."

How to do Facebook Ads

Facebook is hotter than Adwords right now. It's probably easier to get started because it gets you more instantaneous results, but it's getting competitive too.

Here's what you have to understand about all of these things is they're all based on – you have to track conversions, you're putting a certain amount of money in and you're going to get a certain amount of money out, and you just have to optimize until you get there and you have to incorporate a lot of creativity and a lot of different ideas because there's no way to know what's actually going to work. You just have to test like a banshee.

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Connect with Perry on Facebook, Twitter and LinkedIn

Visit Perry's website https://www.perrymarshall.com/

Is AdWords for Me? www.IsAWforMe.com

Is Facebook for Me? www.IsFBforMe.com

80/20 Sales and Marketing: The Definitive Guide to Working Less and Making More by Perry Marshall