Marketing The Invisible

By Tom PolandBusiness Education How To Marketing Management

Marketing The Invisible episodes

December 14, 2022The Future of Revenue for Business Owners – In Just 7 Minutes with Tony Hughes
Learn how to create a consistent, healthy, and quality opportunity pipeline that never runs out of clients
Find out how to fix your sales and marketing machines, so you continue attracting quality clients for retention and growth
Discover how to create intent, not just interest in your clients, so your message is anchored on the improved result for the client’s business
Resources/Links:
Check out more of Tony’s FREE content and resources at https://www.salesiqglobal.com/
Summary
Do you find your business lacks forecast accuracy and adequate pipeline coverage?
Is your market narrowly targeted, and do you create a message that speaks specifically for them?
Tony Hughes has 35 years of corporate and sales leadership experience having generated record-breaking results as a salesperson, head of sales, and CEO leading the Asia-pacific region for multinationals. He is a best-selling author, consultant, trainer, and keynote speaker.
Listen in as Tony points out how to understand and focus on your customer persona and create a message that will make them take action on the necessary changes they need to make running their business to reach an improved result.
Check out these episode highlights:
01:19 – Tony’s ideal client: My ideal customer profile is a technology or professional services company.
01:27 – The problem he helps solve with his clients: The number one problem is a lack of consistent opportunity pipeline. The secondary problem is the progression and closure of those opportunities. And then the third problem is retention and growth with existing clients.
02:30 – Symptoms of the problem his clients face: Not enough salespeople, not enough salespeople on target year to date, a lack of forecast accuracy, or lack of adequate pipeline coverage.
03:28 – Mistakes clients commit before consulting with Tony: Some common mistakes people make as leaders is they try to manage the result, instead of managing the right effective activity that feeds into the objectives that create the result.
05:53 – Tony’s Valuable Free Action (VFA): We need to instead lead with the opportunity to drive and improve results. And when they ask for more information, we talk about the strategy that achieves the result, not our capabilities. So, we leave with result, strategy, and then capability; reverse the order.
06:42 – Tony’s Valuable Free Resource (VFR): Check out Tony’s FREE content and resources at https://www.salesiqglobal.com/
07:15 – Q: What’s causing most people to fail? A: And the reality is, most people are really busy doing enough not to feel guilty, rather than getting busy doing what it actually takes to be successful.
Tweetable Takeaways from this Episode:
“Create a customer-centric narrative where you have a point of view on how they can drive improved results in their role.” -Tony Hughes
Click To Tweet
Transcript
(Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast)
Tom Poland 00:10
Greetings everyone! A very warm welcome to another edition of marketing the invisible. I’m Tom Poland, and joined today by Tony Hughes. Tony, very warm welcome to you. So where are you hanging out?
Tony Hughes 00:21
Thanks, Tom. I am so excited about the conversation today. I’m based in Sydney.
Tom Poland 00:24
I’m in Sydney, Australia. And I’m just a bit further north couple of hours flight, folks, from both Australia’s East coast. For those who don’t know, Tony, he’s very, very well known in general, in South circles. He’s got 35 years of corporate and sales leadership experience. He must have started when you’re, what 10, or something? But he’s personally generated many record-breaking sales results as a salesperson, he has been the head of sales. For many companies, he has been the CEO, leading the Asia Pacific region for many multinationals. He’s a best-selling author as a consultant or trainer. As a keynote speaker, he knows a thing or two about converting leads into sales. So that’s a bit of a clue as to what the subject matter is going to be about today, folks. Tony, our title today is The Future of Revenue for Business Owners. And our seven minutes is going to start now, first, number one, who is your ideal client.
Tony Hughes 01:19
So, my ideal customer profile is a technology or professional services company.
Tom Poland 01:24
Perfect. And tell us about the problem you solve for them.
Tony Hughes 01:27
The number one problem that all business leaders told me is that they have lots. But the number one problem is a lack of consistent opportunity pipeline. The secondary problem is the progression and closure of those opportunities. And then the third problem is retention and growth with existing clients. And I help them in all three of those areas.
Tom Poland 01:46
Wow, very well articulated. So you’re essentially unplugging one bottleneck after the other by the sound of it.
Tony Hughes 01:52
Yes. And creating a consistent healthy quality opportunity pipeline tends to be a curable ill. For other things going on inside the business, any business that doesn’t have enough consistent opportunity pipeline ends up trying to do unnatural acts, pulling forward business and actually pressuring customers. So, we need to fix, you know, every piece of our sales and marketing machine. But that’s really the most important thing.
Tom Poland 02:18
Okay, thank you for that. Of course number three, just under six minutes left. So we’re doing well for time; what would you say are some of the typical symptoms of individuals and organizations experiencing a need for your services?
Tony Hughes 02:30
Well, if the sales leader or the CEO feels like they’re aging a whole year of their life at the end of every quarter, then they probably have the problem. So, not enough salespeople, not enough salespeople on target year to date, a lack of forecast accuracy, or lack of adequate pipeline coverage. Every business will be different, but typically, in the tech sector, businesses are looking for three and a half to four times pipeline coverage to de-risk actually hitting the number. Most businesses are operating with typically about half of that. And that’s the root cause of a lot of stress in the business.
Tom Poland 03:09
Wow. And that would be stressful. Look, we’re talking about growth-oriented companies here. They’re focused on sales, customer acquisition, and so on. So they’re going to be trying things. So what would you say? Question four is, what would you say are some of the common mistakes that your successful clients tried before they found your solution? Four and a half minutes left.
Tony Hughes 03:28
Some common mistakes people make as leaders is that they try to manage the result instead of managing the right effective activity that feeds into the objectives that create the result. So, you know, sometimes you can pull a lever of more revenue, but not much. And you don’t get to pull it very often before you burn the people you’re pulling the lever with. We’ve all heard of, for example, software vendors that will go into a licensing audit to try and generate some revenue at the end of the quarter. Well, that does massive damage to their relationship with the customer. They don’t get to go and repeat that typically. So, manage the activities that feed into the objectives that create the result is really important. And the other thing is to have clarity about your ideal customer profile, then understand the buyer personas to whom you sell and nail your narrative. Create a customer-centric narrative where you have a point of view on how they can drive improved results in their role. That’s the key to driving effective engagement and creating pipe.
Tom Poland 04:26
I mean, this is, you know, it’s a great danger, folks, if you listen to this, you think, yeah, I’ve heard this before, you might think, well, it’s common sense. But it’s not commonplace, is it, Tony? It’s extraordinary how many large and reasonably successful organizations have forgotten these critical points that you’re making. So, worth playing that one back again, Tony, do you want to add to that?
Tony Hughes 04:49
Yeah, well, Tom, one of the big mistakes or traps that sellers and businesses fall into is that they would, I describe as good enough to fail. They’re good enough at creating interest but not good enough at creating intent. So it’s one thing for the customer to become interested in what it is that we offer; it’s a very different thing for them to decide we need to change the way we operate. You know, create a real intent to change the way they’re running their business. And that’s what we need to lead with the commercial value of change. We need to speak to both head and heart both emotion and logic. But what’s the improved result? What’s the brighter future for the clients in changing the way they operate unless we anchor our opportunity to that? It’ll just drift away on us.
Tom Poland 05:36
Sounds like a very specific, tangible, measurable benefit for engagement. So, let’s go with question five, just two more minutes left. The valuable free, like a top tip, you could give people that won’t solve the whole problem for them, but it might stop them off in the right direction.
Tony Hughes 05:53
Most people lead with, this is who we are and this is what we offer and how it all works. But that is the wrong thing to talk about. That only appeals at best to 3% of the market, the people that are looking for what we do. 40% of the market has a level of dissatisfaction and frustration with the current state. So, we need to instead lead with their opportunity to drive and improve result. And when they ask for more information, we talk about the strategy that achieves the result, not about our capabilities. So, we lead with result, strategy, and then capability. Reverse the order.
Tom Poland 06:27
Very interesting. And most people are starting the opposite way around before they establish an interest. Thank you for that. One and a half minutes left, valuable free resource. That’s question number six, where can people go to learn more about what you do and about this subject matter.
Tony Hughes 06:42
So, if you go to tonyhughes.com.au, I’ve got webinar and podcast tabs; there are details of it. My books are there, as well. But there’s lots of free content in the form of podcasts. If you also go to salesiqglobal.com we’ve got e-learning content. And again, lots of other fantastic content around these concepts there, as well.
Tom Poland 07:03
Fabulous. They’re not just about transforming your own results, folks. But there’s information there on transforming your sales team. 46 seconds left. So, what’s the one question I should have asked you but didn’t? And the answer, please.
Tony Hughes 07:15
What’s causing most people to fail? And the reality is, most people are really busy doing enough not to feel guilty, rather than getting busy doing what it actually takes to be successful. So, if you’re a leader of a business, really think about I need clarity about my ideal customer profile, so I focus on the right areas. I need to understand the people to whom I sell, nail my narrative and message, and then execute the right levels of activity to break through.
Tom Poland 07:42
Perfect! Tony Hughes, thank you so much for your time and your wisdom. Folks, this one is worth replaying and taking notes on. Thanks, Tony.
Tony Hughes 07:49
Thanks, Tom.
Tom Poland 07:51
Thanks for checking out our Marketing The Invisible podcast. If you like what we’re doing here please head over to iTunes to subscribe, rate us, and leave us a review. It’s very much appreciated. And if you want to generate five fresh leads in just five hours then check out www.fivehourchallenge.com.
9 min
December 12, 2022How to Insure the Next Step You Take is the Right One – In Just 7 Minutes with Bill Prater
Discover why you need to shift from an opportunistic to a strategic standpoint for your business
Learn more on how you can avoid investing in a good solution but the wrong time which can save you tons
Find out why working too hard can’t really promise you the right next step for your business
Resources/Links:
Want more FREE tips and tools on how you can be confident about your next step? Click here: Getbillsgift.com
Summary
Have you been working hard on your business but feel like nothing’s working to make it grow? Want to know how you can ensure that the step you’ll take is actually the right one?
It’s not always about taking the opportunities, but rather, being strategic about the next step you’ll take. You definitely don’t want to waste your energy on actions that won’t work– so how can you ensure that the next step you take is the right one?
Bill Prater is the Founder and CEO of Business Mastery and the Creator of Scaleology. Bill earned his reputation as America’s Business Alchemist by helping business owners and entrepreneurs break free of inertia and accelerate into the future they dream of.
Dive into how you can master your business, focus on the right strategies, and ensure that your next step will be a success through the help of Bill!
Check out these episode highlights:
02:24 – Bill’s ideal client: The ideal client is an entrepreneur or small business owner that’s focusing on providing services to companies that sell business-to-business or B2B.
02:42 – The problem he helps solve: So, the primary problem that I help people solve is to get out of, if you will, running their business from an opportunistic standpoint, and instead convert that into being more strategic about the steps they’re taking day-to-day.
03:26 – The symptoms of the problem: There are several, but let me give you kind of what I find to be the top three. And that would be that number one, they find that whatever they do, from a marketing or sales or a staffing standpoint, they don’t seem to move the needle.
04:47 – Clients’ common mistakes before consulting Bill: The most prevalent one is being, let’s use the word seduced or romanced, by some sort of a sales message they get either by going to a webinar, for example, or reading an ad in Ink Magazine or something, and they’ll say, “Gee, that really sounds like the solution to my problem!”
07:30 – Bill’s Valuable Free Action (VFA): Well, one of my philosophies is to focus on the vital few and ignore the trivial many. Now, an exercise that I do every single day, and I’d like to recommend that our listener, Tom, do this. And that is every day, either at the end of the day or the first thing in the morning, is to just think, “As a result of everything I did yesterday, am I closer to or further from my long-term vision?”
08:17 – Bill’s Valuable Free Resource (VFR): Want more FREE tips and tools on how you can be confident about your next step? Click here: Getbillsgift.com
09:11- Q: Bill, how in the world can you deal with such a diverse group of clients? A: And the answer is because, at the highest level, everything is the same.
Tweetable Takeaways from this Episode:
“Focus on the vital few and ignore the trivial many.” -Bill Prater
Click To Tweet
Transcript
(Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast)
Tom Poland 00:10
Welcome, everyone, to another edition of Marketing the Invisible. I’m joined today by Bill Prater. Bill, good day from Down Under. Sir, where are you hanging out?
Bill Prater 00:18
Phoenix, Arizona, Tom.
Tom Poland 00:20
And the question on everyone’s lips is how do you get your frickin hair so perfect every single morning? It’s even better than mine!
Bill Prater 00:26
Well, I use a razor. You just use clippers.
Tom Poland 00:30
Yes. Well, my wife uses the clippers.
Bill Prater 00:33
Ah!
Tom Poland 00:33
Yeah, my hairdresser lost a client the day he just decided to get some clippers and shear my hair off completely. I think my wife could do that. Phoenix, Arizona, do you golf?
Bill Prater 00:47
I golf. I live on a golf course. It’s gorgeous!
Tom Poland 00:51
Amazing!
Bill Prater 0:51
And yeah, absolutely.
Tom Poland 00:53
Because it’s kind of like Phoenix is almost the Gulf and capital of the US, I think.
Bill Prater 00:57
Well, actually I live on three golf courses.
Tom Poland 00:59
Where else in the US can you live on three golf courses? All right. So, folks, we’ll get off sports and hairstyles and back to Bill and his expertise. He is the founder and CEO of Business Mastery, which is a fabulous community that may- perhaps more on that later. He’s also the creator of Scaleology. He earned his reputation as America’s Business Alchemist by helping business owners and entrepreneurs break free from inertia and accelerate into the future they dream of. Bill’s got very specific intellectual property around scaling businesses. And I know a lot of people say they have but Bill has got a well-developed intellectual property of methodology around this. How many years you’ve been helping people grow businesses, Bill?
Bill Prater 01:47
Well, you’re in the- from a consulting standpoint, the answer is 23. But prior to that, I used to raise money for people I own an investment banking firm.
Tom Poland 01:57
Right, so you’re on the periphery on the edges of the heart of financing, for probably, well, another 20 years on top of that. But 23 years specifically focused as a consultant, coach, and mentor. Thanks for being here. Your expertise, I’m sure, is going to prove to be valuable to a lot of our listeners. The title today, folks, is, “How to Make Sure Your Next Step is the Right Step”. Bill, our seven minutes start now. Question number one, who is your ideal client?
Bill Prater 02:24
The ideal client, Tom, is an entrepreneur or small business owner that’s focusing on providing services to companies that sell business-to-business or B2B.
Tom Poland 02:36
Right. So, the people that are selling services to the B2B companies. Tell us about the problem you solve, that’s question two.
Bill Prater 02:42
So, the primary problem that I help people solve is to get out of, if you will, running their business from an opportunistic standpoint, and instead convert that into being more strategic about the steps they’re taking day-to-day. And so, the problem really is helping people avoid a bunch of missteps, mistakes, and going down the wrong path far too often.
Tom Poland 03:09
Right. So, let’s go then to symptoms. Questions three, six minutes left. If someone’s listening to this, how would they know they should be finding out more about what you do? What’s going on in their life, or their business that kind of gives them a heads up and go, “Yeah, I’ve got those symptoms. I need help with that”?
Bill Prater 03:26
There are several, but let me give you kind of what I find to be the top three. And that would be that number one, they find that whatever they do, from a marketing or sales or a staffing standpoint, they don’t seem to move the needle. That wherever they are, whether it be 500,000 of annual revenue or 500 million annual revenue, it seems to be stuck at that point on and on. So that’s kind of number one. Number two, they find that they’re personally drawn into doing every single thing in the business. Now, if you’re a solopreneur, you expect it every single day and you hope one day I’ll get out of that. But if you’ve got a team of five or six managers and you’re still getting sucked into the day-to-day, then you know something’s wrong. So that’s number two. And then number three, is that you realize that for some reason or another, you finally understand that no one really is ever going to buy your business because you personally are too important to do it.
Tom Poland 04:32
Well, that’s an expensive system. That’s a painful symptom. Let’s go to mistakes that people- so four and a half minutes left. What would you say are some of the common mistakes that some of your best clients made before they found out about your solution?
Bill Prater 04:47
So, Tom, the most prevalent one is being, let’s use the word seduced or romanced, by some sort of a sales message they get either by going to a webinar, for example, or reading an ad in Ink Magazine or something, and they’ll say, “Gee, that really sounds like the solution to my problem!” And so, the mistake they make is, they go and invest their time and treasure in it, only to find out, it may be a fantastic solution, but it’s the wrong timing for them. So that’s the most frequent problem. And then all the manifestations from that all the frustration that comes out of it, getting mad at themselves for not being more insightful and strategic, and so forth.
Tom Poland 05:35
So, is that like, putting the solution, you know, not understanding the context of the problem, and just finding something that sounds like a good solution, but they haven’t defined the problem? Is it rushing into something that’s tactical before they figure out the strategy? A couple of questions in there, but what would you say?
Bill Prater 05:52
Well, actually, it’s really a lot of both of them. So, they know this, most business owners, and entrepreneurs, know the symptoms. So, for the symptoms, we went through, and, you know, many people see. Well, the symptom is they’re working too hard. They’re involved in too many day-to-day activities. If they’ve tried to sell their business, they end up either not getting any buyers, or the offers they get are too small. So, they know that’s the symptom, but what they don’t understand is that the solution is the way they’re going about, if you will, running their business from a very high level. It’s interesting that the tendency of people when they’re trying to solve a problem, Tom, is to dive into the problem and dig deep. In fact, you can hear those like drill down. No! The best solutions arrive when you are able to, what I call it, chunk up, get higher and higher and get a bigger perspective, then will the symptoms go away and you start seeing little flares, little fires are going on. And those are the problems.
Tom Poland 07:07
Yeah, and a lot of us have experienced that when we’ve been buried in business. And we’ve gone away for two weeks on holiday. And we come back and we, suddenly, be able to see the big picture, because we haven’t been drilling down, we’ve been having a break. So, let’s go to question five, only two minutes left, so I better hurry up. One top tip, it’s not going to solve the whole problem, but it might give people a bit of a start.
Bill Prater 07:30
Well, one of my philosophies is to focus on the vital few and ignore the trivial many. Now, an exercise that I do every single day, and I’d like to recommend that our listener, Tom, do this. And that is every day, either at the end of the day or the first thing in the morning, is to just think, “As a result of everything I did yesterday, am I closer to or further from my long-term vision?” The answer is binary – yes or no. Don’t dwell on what in the world happened. But the next thing is most important. What’s one thing I can do tomorrow, one vital single thing, that moves the needle the farther way down the road? That’s the daily exercise.
Tom Poland 08:16
Every single day. Thank you for that! Folks, worth rewinding and writing that one down, if you haven’t already captured it. 45 seconds left. Question six is one valuable free resource we can direct people to. I’m going to give this to, folks, and you can explain to them, Bill. www.ceoa.circle.so. So ceoa.circle.so. Bill, what are folks going to find when they get there?
Bill Prater 08:17
Now, let me even make it simpler for people, Tom. Getbillsgift.com.
Tom Poland 08:35
Great, getbillsgift.com. And what are they going to find there?
Bill Prater 08:57
Well, what you’re going to find there is a free membership, for as long as you like it, in the business master community, which is my signature program.
Tom Poland 09:07
And question seven, what’s the one question I should have asked you, but didn’t?
Bill Prater 09:11
Well, a lot of people have asked me, “Bill, how in the world can you deal with such a diverse group of clients?” And the answer is because, at the highest level, everything is the same.
Tom Poland 09:24
So true. Bill Prater, thank you so much for your time and your wisdom, and your insights. Cheers!
Bill Prater 9:30
You’re very welcome, Tom. I’m happy to be in your program.
Tom Poland 09:34
Thanks for checking out our Marketing The Invisible podcast. If you like what we’re doing here please head over to iTunes to subscribe, rate us, and leave us a review. It’s very much appreciated. And if you want to generate five fresh leads in just five hours then check out www.fivehourchallenge.com.
11 min
December 07, 2022How to Use Storytelling Videos to Convert More Prospects – In Just 7 Minutes with Charles Alexander
Find out how you can stop stale marketing and make your marketing better and fresher
Learn why you should stop achieving perfection and strive for consistency
Discover how to create short and distinct videos with different unique messages every time
Resources/Links:
Want to find out how you can do more by doing less? Click here: www.yourcharlesalexander.com
Summary
Are you often stuck making 3-5 minutes videos that it ends up boring your viewers?
Do you want to know how to make quick, unique, and amazing videos that will keep your viewers hooked?
Now that everything is instant, consumers and viewers want something quick! It’s important to keep your videos quick and unique to keep your viewers hooked up.
Charles Alexander is a polished content creator that uses humor and real-world experiences to educate others.
Get an over-the-shoulder experience on how Charles transforms long explainer videos into short unique videos that will get your message straight to the point and your clients hooked.
Check out these episode highlights:
01:36 – Charles’ ideal client: Ideally, Tom, anybody that is self-employed, and in an advisory role. I work quite a bit with financial advisors, insurance agencies, also business coaches.
02:06 – The problem he helps solve: The average advisor in almost any industry doesn’t necessarily have a really clear or concise, or better yet, even a fun or interesting way to kind of describe who they are or why they’re different in a short timeframe.
03:31 – The symptoms of the problem: The marketing is probably a little bit, has become a little stale, or they’re unhappy with it. Or they’re having to reply with the same copy-and-paste message in the email over and over. They’re regurgitating the same message over and over.
04:39 – Clients’ common mistakes before consulting Charles: Copying what everybody else is doing, especially, in some of the folks that I’ve worked with. Have you ever seen an old Xerox copy that showed your age right there? I said zero instead of copy, you know, a photocopy.
05:33 – Charles’ Valuable Free Action (VFA): Sure, before you create any video, or even do any marketing materials at all, I’ve created it, it’s one of the other things that my guides give away. But I’ll just tell you right here, and they’ll probably need to pause and write these down.
06:29 – Charles’ Valuable Free Resource (VFR): Want to find out how you can do more by doing less? Click here: www.yourcharlesalexander.com
07:33 – Q: Two big mistakes people have when they create video? A: First, the audio got to be right each and every time. If you’re doing it this way, get a mic, get it for you.
Tweetable Takeaways from this Episode:
“A video will not just go viral. Once you make it, it won't just start raining in Google and bring you all the leads. You got to go use the flippin’ thing!” -Charles Alexander
Click To Tweet
Transcript
(Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast)
Tom Poland 00:10
Greetings, everyone, and a very warm welcome to another edition of Marketing the Invisible. I’m Tom Poland, joined today by Charles Alexander. Charles, a very warm g’day from Down Under. Where are you hanging out?
Charles Alexander 00:20
Just north of Nashville, Tennessee, my friend.
Tom Poland 00:23
Nashville, Tennessee. And tell me, that’s like the home of country music, right?
Charles Alexander 00:28
It is the home of country music. The Tennessee Titans and unfortunately now the bachelorette capital of the world.
Tom Poland 00:39
That’s quite an eclectic mix you got there, going on there!
Charles Alexander 00:41
If you ever go downtown, you’ll know what I mean.
Tom Poland 00:45
Okay. I’ll try and avoid it. Folks, Charles was invited onto the show for various reasons. But the main one was that I was just so impressed with his video explainers. If you get a chance go to Charles’s website, which is yourcharlesalexander.com and check out the video. Pardon me.
Charles Alexander 01:03
Very cleverly named.
Tom Poland 01:05
Well, it is! It’s damn smart because you cover all the marketing bases, and it’s less than two minutes. And it just does, the most extraordinarily clever job of covering all the bases. So, if nothing else, go to the website and check out how Charles does his video, explainer videos. He’s, in his own right, a polished content creator. He uses humor. He uses real-world experiences to educate others. Our title today, Charles, is, “How to Use Storytelling Videos to Convert More Prospects”. Our seven minutes start now. Question number one is who’s your ideal client?
Charles Alexander 01:36
Ideally, Tom, anybody that is self-employed, and in an advisory role. I work quite a bit with financial advisors, insurance agencies, also business coaches. The people that are in a need to not just stand down, but then clearly explain who they are, or why they are different.
Tom Poland 01:55
Right, because I don’t have a physical product, right? And the “so tell me all about it” sort of thing. So, tell us, question number two, has six and a half minutes left. What is the problem you solve? How would you articulate that?
Charles Alexander 02:06
The average advisor in almost any industry doesn’t necessarily have a really clear or concise, or better yet, even a fun or interesting way to kind of describe who they are or why they’re different in a short timeframe. Our attention spans are gone. And if you don’t believe me, thumb through Instagram, or TikTok. There’s a reason they’ll only let reels be a minute or so long. 81% of online traffic is now video. And a lot of the clients I work with either (a) don’t have video (b) they have video and it’s five minutes long. And it’s a talking head video that’s just kind of meandering all over the place. The problem is, they have marketing pieces everywhere, but nothing ties them together. These animated explainer videos can easily tie it together and give you a really clear message.
Tom Poland 02:52
Yeah, and yours’s a tight and concise and clear, and the edit. So, it’s not only, it’s not just the fact that the video medium is a terrific way to engage and educate, it’s also the way that you can articulate the value proposition so that people coming to your website or looking at a, clicking on an explainer video in an email or wherever else you can sprinkle it around, like giving it away in social media, they get it real quick. I think that’s part of your magic. Tell us about, question three, five minutes left. What would you say are the typical symptoms of someone who really needs to find out more about what you do? What’s going on in their business where they go, ‘Oh, yeah, that’s me, I need to find out more about Charles’s work.’?
Charles Alexander 03:31
The marketing is probably a little bit, has become a little stale, or they’re unhappy with it. Or they’re having to reply with the same copy-and-paste message in the email over and over. They’re regurgitating the same message over and over. Or worse yet, somebody says, “What is it again that you do? and they tried to fill it with their jargon certification, and years of experience. And a lot of them know they need something like this, but they’re uneasy. They’re overwhelmed. This is not what they want to do. They’ve maybe even tried it once or twice in the past that either was really expensive. Or worse yet, they did it and they just didn’t like the way it looked and felt. So those are the symptoms that I see quite a bit. And that’s what these, you know, animated explainer videos can help solve.
Tom Poland 04:16
Question four is some of the common mistakes that people make when they’re trying to solve this problem, particularly, in the point of difference. You’ve touched on one which is the idea of “Let’s get a video crew in here and make a really expensive video and then distribute”. Because the people who are often doing videos are great at doing videos but not at explaining and I think that’s a mistake a lot of people make. Any other mistakes you want to touch on?
Charles Alexander 04:39
Copying what everybody else is doing, especially, in some of the folks that I’ve worked with. Have you ever seen an old Xerox copy that showed your age right there? I said Xerox instead of copy, you know, a photocopy. But you know, after it’s been around for a while and people make a copy and a copy and a copy. That’s what happens a lot of times with the people that I work with. Somebody started off with an original listing website copy or marketing materials and\ it was okay then. And then 10 other people copied it. And then by the time they got down to the last person, it was just kind of sad looking. That’s what happens quite a bit. And then when they’re trying to like use it to create their own video, they don’t- they get frustrated. They have other things to do, or, you know, maybe perfection becomes the enemy of progress. They just run into these issues over and over.
Tom Poland 05:19
And the other thing about copying is that we never thought if it will work in the first place. So, let’s flip this. We’ve got under three minutes left. A valuable- like a top tip. People are probably going to need to reach out to you for the whole solution, but it might get them started in the right direction.
Charles Alexander 05:33
Sure, before you create any video, or even do any marketing materials at all, I’ve created it, it’s one of the other things that my guides give away. But I’ll just tell you right here, and they’ll probably need to pause and write these down. I have six questions you should always be asking before you create any kind of script, story, or anything else, and the first two are customer base. You know, one, who are you working with? Two, same as what we’re talking about here, what problem do you fix for them? Three, then you get to talk about who you are after we know who they are. Four, why would somebody want to use you vs the competition? Five, what are the exact steps you use, 1-2-3 generally, because that’s where our attention span is again. And then lastly, number six, what are the results they get from working with you?
Tom Poland 05:33
Folks, if you wanted a simple marketing sequence that is powerfully effective, you got it right there. So, pause, and rewind that part. Question six, let’s give folks more information. Where can they go to find out more about this?
Charles Alexander 06:29
So that website you just gave them, yourcharlesalexander.com. I have a brand-new guide there, right there at the bottom, “Seven Easy Wins with Video Marketing”. So many people have a misinterpretation of what video marketing is. On average, a video will not just go viral. Once you make it, it won’t just start raining in Google and bring you all the leads. You got to go use the flippin’ thing! I often relate it to like the peloton bike. You know, people who can pay 1000s of dollars for the peloton bike. You ride it twice and you know, you’re not going to be in the shape you want. You have to keep using the thing. So, I’m giving you seven easy ways that you already know how to do that it’s going to make your life easier!
Tom Poland 07:09
So, folks, www.yourcharlesalexander.com. We have no affiliate commission or monetary reason to promote this entity, folks. Charles’s here for a couple of reasons but the main one being he’s got good stuff. He knows what he’s talking about. So go to yourcharlesalexander.com. Charles, last question, 30 seconds left, what’s the one question I should have asked you but didn’t?
Charles Alexander 07:33
Two big mistakes people have when they create video? First, the audio got to be right each and every time. If you’re doing it this way, get a mic, get it for you. Get a down mic, I don’t care. Secondly, make sure it is a story based whether it’s interview style or animated. I will use it, I’d appreciate it, I always use Finding Nemo as my example. You know the East Australian Current if you haven’t seen it, Tom.
Tom Poland 7:54
Five seconds left.
Charles Alexander 07:55
You’re not. Oh, watch Finding Nemo then you’re going to know how to make a video.
Tom Poland 07:58
Charles Alexander, thank you so much for your time. Cheers.
Charles Alexander 08:01
Thanks, Tom. I appreciate it!
Tom Poland 08:03
Thanks for checking out our Marketing The Invisible podcast. If you like what we’re doing here please head over to iTunes to subscribe, rate us, and leave us a review. It’s very much appreciated. And if you want to generate five fresh leads in just five hours then check out www.fivehourchallenge.com.
6 min
December 05, 2022How to Build Your Capacity in Four Key Areas – In Just 7 Minutes with Robert Glazer
Discover what are the four key areas you need to build a strong framework around on
Understand how are your core values connected with your goals
Find out why the delta between these key areas is crucial
Resources/Links:
To get more FREE advice on how to reach your potential in business and in life, click here: robertglazer.com
Summary
Are you struggling with trying to expand your capacity, leadership, and business? Do you feel like what you’re doing isn’t enough to make your business move?
Aligning your goals to your core value is crucial in making your business – and you – grow and become a success! Building a strong framework using the 4 powerful key areas can take your business miles away.
Robert Glazer is the Founder and Chairman of the Board of Acceleration Partners, a global partner marketing agency. He is the author of five books and is #1 Wall Street Journal bestseller, USA Today, and the internationally bestselling author of five books. He is also the host of The Elevate Podcast.
Grab a seat and listen in on how Robert can help you elevate and grow your capacity into a powerful business leader with a great business through the 4 key areas.
Check out these episode highlights:
01:25 – Robert’s ideal client: People who want to expand their leadership, expand their capacity, and you know, which I always say, is sort of the delta between where you are today and the potential that you think you can be as an individual or a leader, and then by the proxy organization.
01:59 – The problem he helps solve: I think understanding how they can build their capacity. I built a framework around looking at spiritual, intellectual, physical, and emotional capacity and sort of understanding how to use that framework for where people may be out of alignment and how they can kind of achieve it at a higher level than they are today.
03:21 – The symptoms of the problem: There are a couple of different areas, right? They could have let something go out of whack. Their physical capacity could just be, you know, totally pulling them down.
05:03 – Clients’ common mistakes before consulting Robert: One of the biggest things is their goals are not in alignment with their values. So, when you achieve the goal, it’s not actually something that makes you feel good or sort of serves your purpose.
06:00 – Robert’s Valuable Free Action (VFA): There are a couple of things. I think one of them is, actually, to start spending time on figuring out your core values.
06:36 – Robert’s Valuable Free Resource (VFR): To get more FREE advice on how to reach your potential in business and in life, click here: robertglazer.com
07:07 – Q: What’s the biggest value in this? A: A lot of organizations are living below their capacity, similar. Their leaders aren’t doing what they could do, right? So, they don’t need new stuff. They just need the people on their team to, sort of, live up to their potential.
Tweetable Takeaways from this Episode:
“Goals should fulfill a purpose. And then it's worth all the work to get there because it sort of supports what you're looking for at your core.” -Robert Glazer
Click To Tweet
Transcript
(Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast)
Tom Poland 00:10
Welcome, everyone, to another edition of Marketing the Invisible. I’m Tom Poland, joined today by Robert Glazer. Robert, good day from Down Under. A very warm welcome, sir. Where are you hanging out?
Robert Glazer 00:20
I’m outside of Boston, Massachusetts.
Tom Poland 00:23
Thank you. Boston, Massachusetts, so the USA. So East-ish, East Coast, or are you Central?
Robert Glazer 00:29
East. Yeah, east. We’re not that far from New York, a few hours north of New York.
Tom Poland 00:34
Pretty close. All right. Well, thanks for being here. Robert is quite a high-level achiever. Quite extraordinary, what you’ve done already, Robert! And it’s a long way to go, I hope for you. He’s the Founder and Chairman of the Board of Acceleration Partners. It’s a global partner marketing agency. He’s also the author of five books, not just the author of five books, but #1 Wall Street Journal bestseller, USA Today, and international best-selling author of some other books, as well. He’s also the host of the Elevate Podcast, and he’s got quite a unique take on building businesses through building capacity. And that’s the fascinating title of this interview, it’s, “How to Build Your Capacity in Four Key Areas”. Robert, we’re going to kick off. Our seven minutes start now, sir. Who’s going to get the most out of this interview? That’s question number one.
Robert Glazer 01:25
Yeah, I think people who want to expand their leadership, expand their capacity, and you know, which I always say, is sort of the delta between where you are today and the potential that you think you can be as an individual or a leader, and then by the proxy organization.
Tom Poland 01:40
So, right, so growth-oriented individuals who understand that their development is going to precede the organization’s development and growth. Is that-
Robert Glazer 01:48
Yeah. And I would actually say, them, their team, the organization, right, probably both.
Tom Poland 01:54
Flows through. Thank you. Six and a half minutes left, sir. Tell us about the problem you solve for these folks.
Robert Glazer 01:59
Yeah, I think understanding how they can build their capacity. I built a framework around looking at spiritual, intellectual, physical, and emotional capacity and sort of understanding how to use that framework for where people may be out of alignment and how they can kind of achieve it at a higher level than they are today. So, I think by going through that, people get a good sense of, “Oh, you know, I don’t really have a sense of my direction”, or “I’ve let my physical capacity diminish and start to see where that delta is.”
Tom Poland 02:28
So, what do you mean by the word “Delta”? It’s like a crossover?
Robert Glazer 02:33
Delta is like the difference. What’s the gap between, you know, where they could be and where they are today?
Tom Poland 02:38
Thank you for that. So, give us the four, again, please– the physical, emotional, spiritual?
Robert Glazer 02:43
Yeah, I think they work better in this order because it’s like a stack– spiritual, intellectual, physical, and emotional. So, sort of the why, the what, and then your physical nature, and then your emotional is a lot of your relationships.
Tom Poland 02:57
I really liked this because, to me, this is often overlooked, isn’t it? We kind of skip the personal and go-to tactics.
Robert Glazer 03:02
Yeah.
Tom Poland 03:03
But yeah, it makes a lot of sense. It’s one of those things that when you hear it, it sounds like it’s- someone said, it’s common sense, but not commonplace. Well, let’s go to question three, five minutes left, what would you say are the typical symptoms of people who really need to have a look at the delta between these four?
Robert Glazer 03:21
Yeah, I think there are a couple of different areas, right? They could have let something go out of whack. Their physical capacity could just be, you know, totally pulling them down. I think for a lot of people, it starts with spiritual capacity, which is, kind of, what they want and their core values. And I think if a lot of people look hard at that, they will realize that they are spending a lot of time and energy on something that doesn’t really matter to them, kind of climbing the wrong mountain. So that’s why I say they go in order because you start to figure out again, what it is that you want in your values, kind of the discipline and execution to pursue that, the physical and mental you need, and then the relationships that you need. So, you can be out of whack on a bunch of those things, but, again, if you’re off on spiritual, you are often climbing the wrong path or mountain and that’s, definitely, you want to get off that before you get too far.
Tom Poland 04:08
Right. And, I like the way you amplified what you meant by spiritual. So, for example, core values, someone’s beliefs, and work-life balance, but they’re working seven days a week and the kids no longer recognize them. They’re going to be out of whack and imagine that would lead to a lot of frustration, a sense of a lack of fulfillment or happiness.
Robert Glazer 04:26
Yeah, you’re working too hard for this, you know, vacation home for your family and your kids and partner aren’t speaking to you, right? So what good is that house at the end of the day, if you’ve lost their relationships? Yeah.
Tom Poland 04:39
Right. What does it profit a person to gain the whole world but lose their soul, sort of thing? So, this is good stuff, folks. Please listen up and examine yourself carefully to see if there is a big gap there. What would you say are some of the common mistakes that people make when they’re trying to increase capacity? What do you see people doing that you think, “Gee, that’s just not going to work”?
Robert Glazer 05:03
Yeah, you know, one of the biggest things is their goals are not in alignment with their values. So, when you achieve the goal, it’s not actually something that makes you feel good or sort of serves your purpose. So, I see that as a very common misalignment. I think goals should fulfill a purpose. And then it’s worth all the work to get there because it sort of supports what you’re looking for at your core.
Tom Poland 05:25
Yeah, absolutely. I mean, it’s hard to shut out all the noise about what people tell us, the advertisers and marketers, evil people, like me, tell us that we should want, right, we’re very-
Robert Glazer 05:36
Family, parents, society, you know, all you want to do is be sitting in a cabin, writing books, and you’re busy doing something else that doesn’t actually get you in that direction.
Tom Poland 05:48
It doesn’t feel right. Thank you for that. Let’s flip it. We’ve got two minutes left. A valuable free action, kind of like a top tip. Something that someone could actually do that might take them a step in the right direction.
Robert Glazer 06:00
Yeah, I mean, there are a couple of things. I think one of them is, actually, to start spending time on figuring out your core values. I have a course on that, but set aside some time and start writing, thinking, reading about it, and seeing whether you can put those on pen-to-paper because to me, that’s like turning on the lights if you’re driving in a tunnel. That’s my analogy.
Tom Poland 06:19
Right, and take a step back from the busyness and just have a look and focus on exactly what is important to you. Well, let’s help people with that. We’ve got 90 seconds left, two questions to go. A valuable free resource. Where can people go, a URL, people go to find out more about your work, or get help with this?
Robert Glazer 06:36
Yeah, they can go to robertglazer, G-L-A-Z-E-R, .com. And under the resources tab, I have something called the whole life dashboard that can be really helpful in terms of kind of laying out a schedule and a plan. And there’s a quiz too that may tell you which capacity you need the most work in.
Tom Poland 06:53
I’m going to go get it because it’s time for me to recalibrate! So, folks, it’s Robertglazer, with the Z, Zed if you’re down under here, E-R, .com. Last question, Robert, what’s the one question I should have asked you, but didn’t? One minute left.
Robert Glazer 07:07
I’d say sort of, for an organization, you know, what’s the biggest value in this? And you know, the answer to that would be like, a lot of organizations are living below their capacity, similar. Their leaders aren’t doing what they could do, right? So, they don’t need new stuff. They just need the people on their team to, sort of, live up to their potential, and I think that has this incredible holistic effect inside and outside of work, right? You’re not looking for a better person just to do their job better. Like how can you make them better at some core things that will help them both inside and outside work? For example, health, sleep, like, again, if you’re exhausted, it’s going to impact your life inside of work, outside of work. Prioritization inside of work, outside of work, so I think that’s commonly overlooked.
Tom Poland 07:53
Perfect. This is gold! Robert Glazer, thank you so much for your time and insights. Cheers!
Robert Glazer 07:58
Thank you.
Tom Poland 07:59
Thanks for checking out our Marketing The Invisible podcast. If you like what we’re doing here please head over to iTunes to subscribe, rate us, and leave us a review. It’s very much appreciated. And if you want to generate five fresh leads in just five hours then check out www.fivehourchallenge.com.
9 min
December 01, 2022How to Find Your Sweet Spot Inside Your Business – In Just 7 Minutes with Amy Posner
Find out how you get paid well for the work you love and enjoy, giving you plenty of time and have fun as well
Learn how to enjoy what you do without working hard as much
Hear about making your pricing reflect the skills and talents you have
Resources/Links:
Get your FREE document called: Copy that Closes. Click here: https://amyposner.com/tompoland-bc/
Summary
Do you feel you’re overworked but underpaid?
Are you feeling stressed and overwhelmed with your skills not matching what you’re getting paid for?
Is the dissatisfaction getting deeper and you’re closer to burnout?
For three decades, Amy Posner has been an entrepreneur; she is a seasoned copywriter and sought-after business coach.
In this episode, Amy shares how you can have the work you want without working too hard, get paid well, and have time for other fulfilling things. That means eliminating eventual burnout and pricing mismatch with your talents and skills.
Check out these episode highlights:
01:17 – Amy’s ideal client: our clients are successful entrepreneurs in the digital creative space. So, that could be copywriters, web developers, designers, coaches, course creators, anyone who works on a project or even on a retainer basis.
01:44 – The problem Amy helps solve: I usually have people come to me when there’s an inflection point in their business. It could be that from a business model, they may be growing their team, or perhaps they’ve outgrown the marketplace. And often, people want to grow and scale. And they don’t know how, especially if they’re really small businesses, because they don’t feel like they have the financial acumen resources. So, I have people who have specific needs from their business at the moment.
03:16 – There’s some friction, you know, could be the friction of feeling stressed, overwhelmed, overworked, or possibly underpaid. And that’s like the road to burnout.
04:25 – Mistakes people make before they reach out to Amy: I think the big mistake is either thinking you can, or you should solve this yourself. Right? You know, theoretically, but without perspective, it can take too long, or what you uncover can be inaccurate. And so, you can make a plan based on information that’s maybe not tuned into your marketplace.
05:31 – Amy’s Valuable Free Action (VFA): I think a really valuable exercise is to ask people that you respect, colleagues, could be mentors, could be clients, even. You know, what they see that you bring to the table, and let somebody else point out your strengths to you to get a perspective on yourself. And I think the other thing that’s really true is we don’t ask for help enough.
06:22 – Amy’s Valuable Free Resource (VFR): Get your FREE document called: Copy that Closes. Click here: https://amyposner.com/tompoland-bc/
07:01 – Q: What are my other skills besides my business coaching? A: Cocktails!
Tweetable Takeaways from this Episode:
“When you're in the sweet spot, you're enjoying what you're doing; you're not feeling like you're working too much for too little.” -Amy Posner
Click To Tweet
Transcript
(Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast)
Tom Poland 00:10
Greetings, everyone, and a very warm welcome to another edition of Marketing the Invisible. My name is Tom Poland beaming out to you from the sunny Sunshine Coast of Australia, joined today by Amy Posner. Amy, get a very warm welcome from Down Under. Where are you hanging out?
Amy Posner 0:24
I’m hanging out in the states in the Pacific Northwest upper left corner.
Tom Poland 0:28
With springs in the air and the orchids are blooming as evidenced by the puppy 100. For those of you who don’t know, Amy, her rock and roll thing is she’s been an entrepreneur for three decades. She’s a seasoned copywriter; she has a mother who’s doing very well, thank you very much, who’s 99 years old and living on her own. So, it speaks well for your genes as well, Amy. And she’s a very sought-after business coach. Now, the title today, we’re going to drill down on a very important subject because this subject, if you can nail us, life and business flows. You’ll be in the stream of ease and grace. The title today is How to Find Your Sweet Spot Inside Your Business. Amy, our seven minutes starts now. Question number one, who is your ideal client?
Amy Posner 1:17
So, my ideal client our clients are successful entrepreneurs in the digital creative space. So, that could be copywriters, web developers, designers, coaches, course creators, anyone who works on a project or even on a retainer basis. So, you know, could be a solo could be, you know, a business with a small team in place.
Tom Poland 1:36
Right. So, you want to coach the coaches, the specialists. Six and a half months left, thank you for that. Tell us about the problem you solve? Question two.
Amy Posner 1:44
So, I usually have people come to me when there’s an inflection point in their business. It could be that from a business model, maybe they’re growing their team, maybe they’ve outgrown the marketplace. And often people want to grow and scale. And they don’t know how, especially if they’re really small business because they don’t feel like they have the financial acumen resources. So, I have people who have specific needs from their business. Also, say someone needs to have big money, or maybe they’re buying a house, or you know, they live somewhere like I do, where you pay for your medical out-of-pocket, and you have a huge bill looming or something. On the opposite end, some people want to sell for time, right, to make the money they want, to have a business that they love rolling around, and more. And that’s the opposite thing. And I love working on that as well.
Tom Poland 2:25
So how do you… Okay, so how would you sum up the sweet spot? When someone’s in the sweet spot, what’s changed for them?
Amy Posner 2:32
When you’re in the sweet spot, you’re enjoying what you’re doing; you’re not feeling like you’re working too much. You’re not feeling like you’re working too much for too little. You have pricing that command resentment pricing. So, you’re feeling good about what’s happening and making the money that you need to make.
Tom Poland 2:47
Enjoying the work, getting paid really well for working with clients, therefore satisfying. And doing an amount of time that’s fulfilling, but it sounds like it leaves you with plenty of free time. Let’s go into question three. And we’ve got five minutes left doing really well on time. What would you say are the typical symptoms? If someone listening to this goes, ‘Oh, yeah, that’s what’s going on in my business or my life.’ The typical symptoms of people that in order to work with you… that you need to reach out.
Amy Posner 3:17
So usually, there’s some friction, you know, could be the friction of feeling stressed, overwhelmed, maybe overworked, possibly underpaid. And that’s like the road to burnout, right? Which is not always recoverable from. It’s dangerous. They usually comes… I find from not having a good sense of your capacity, or not having your pricing reflect your skill level. And especially if you’re in a service business, you know, because I mean, you’re, you know, your time is your commodity, and most of us don’t like a guard that carefully as carefully as we need to. And so, there’s also sometimes a nagging feeling that people feel like they should be doing better than they are for their amount of skill or talent or, you know, amount of time that they’re exerting. And so that’s what it looks like. It looks like the treadmill; there’s some dissatisfaction.
Tom Poland 4:00
So, that’s probably going to be getting time for; I think I’d describe it if you agree that this is this nagging idea that it could be better. That I think that would be one of the thoughts that would be going through people’s heads, who need your services. I mean, these are intelligent people; they want to grow, they want to hit that sweet spot, they’re going to try stuff. Question four: What are some of the common mistakes people make when trying to find that sweet spot? Three and a half minutes left.
Amy Posner 4:25
Yeah, I think the big mistake is thinking either that you can or should solve this yourself. Right? You know, theoretically, but without perspective, it can take too long, or what you uncover can be inaccurate. And so, you can you know, make a plan based on information that’s maybe not tuned into your marketplace. And you know, it’s hard to get perspective on your talents and skills, and it’s really impossible. And so, I think what happens is people often think it’s a question of discipline or working harder, and it’s usually the exact opposite. You know, elbow grease doesn’t fix this problem. Usually, it’s planning and strategy that does, and they know that, but they don’t know what strategy they need; they just don’t know how to take that next step, or they have 10 million ideas, they don’t know which to choose, right?
Tom Poland 5:06
That’s like chasing another squirrel. And that’s that thing where we’re all stuck inside our own heads. And so, our perspective is quite limited. The beauty and power of having someone outside our own head are a big part of what you’re offering. Let’s talk about the steps that someone could take that will move them in the right direction; they might need you to solve the whole problem to hit this sweet spot. But what’s the top tip you can give folks to get them started? Two minutes left.
Amy Posner 5:31
So, I think a really valuable exercise is to ask people you respect; colleagues could be mentors, clients, and even clients. You know, what they see that you bring to the table, and let somebody else point out your strengths to you to get a perspective on yourself. And I think the other thing that’s true is we don’t ask for help enough. We don’t ask for that kind of input. So, it also flexes those muscles, because I think a lot of our… we could be doing a lot more work with our colleagues and helping each other out. So, I think that, you know, that’s a great part is to ask with that.
Tom Poland 6:04
Great top tip, go to top clients, go to the top coaches you’ve worked with, ask them what they think is your unique for you bring the most value to the community. Question six, we’ve got 90 seconds left, one valuable free resource; where can people go to find out more about this.
Amy Posner 6:22
I put up a page; it’s at my website, amyposner.com/tompoland. And every week, I do a short, pithy video with an actionable business tip. And so, find that page and also a document I wrote called Copy that Closes. And it’s just a really good thing for business owners to like, look at and reflect on their own messaging, excellence in that…
Tom Poland 6:42
Messaging is so core and key to marketing. So, folks, it’s www.amyposner, A M Y P O S N E R dot com forward slash Tom Poland P O L A N D. Thank you for that. We’ve got 35 seconds left. What’s the one question I should have asked you but didn’t?
Amy Posner 7:01
Oh, what are my other skills, maybe besides my business coaching?
Tom Poland 7:06
And the answer is?
Amy Posner 7:08
Cocktails!
Tom Poland 7:10
Of course, cocktails, why wouldn’t it be?
Amy Posner 7:12
That’s the answer.
Tom Poland 7:12
Wish I could join you for one.
Amy Posner 7:15
I’m an excellent cocktail…I won’t vouch for my cooking, but I can make you a killer cocktail.
Tom Poland 7:21
Sounds like a plan. Next time I’m in the northwest, I’ll drop there and you can prove it. It’ll have to be non-alcoholic for me though.
Amy Posner 7:30
Thank you. Appreciate it.
Tom Poland 07:32
Thanks for checking out our Marketing The Invisible podcast. If you like what we’re doing here please head over to iTunes to subscribe, rate us, and leave us a review. It’s very much appreciated. And if you want to generate five fresh leads in just five hours then check out www.fivehourchallenge.com.
6 min
November 30, 2022How to Use Stage Marketing to Amplify Your Audience Authority and Activate Your Audience – In Just 7 Minutes with Richard Mulholland
Discover why stage marketing is a way for your audience to trust you and get them hooked on what you have to offer
Understand the importance of prioritizing your area of authority rather than the audience count
Find out what is UPOV and why you should take the time to find out what yours is
Resources/Links:
What to know how to find the missing link action? Click here: msng.wtf/framework/
Summary
What do you have that others don’t and how can you share it with the world? Do you want to know how you can effectively share your value while earning a profit?
Cliche marketing, like investing in different advertising, isn’t as effective as before. So how can you market yourself and your products? Through stage marketing, you are able to give the audience a glimpse of what you have to offer authentically and relatable.
Richard Mulholland is a rock and roll roadie turned entrepreneur that helps other entrepreneurs suck less in public.
Tune in to find out how Richard uses stage marketing to deliver extraordinary presentations that will keep your audience invested and turn them into one-time clients to loyal customers!
Check out these episode highlights:
02:04 – Richard’s ideal client: Entrepreneurs, business leaders, and rugby supporters of decent teams who believe that they have unique- shots fired believe they have a unique point of view in the world, but they’re frustrated by their relative anonymity in getting that idea out.
02:42 – The problem he helps solve: There are a few problems with what it is. The first is that they have imposter syndrome. So, a lot of people think, “Well, I’ve got this idea, but I’m not great at being out there. Do I really deserve to be there?”
03:53 – The symptoms of the problem: Well, there are two. There’s one that’s tough for us but is ultimately tough for them. And there’s one that’s tough for them. The one that’s tough for them is they don’t know where to start. So, they don’t know where to start to position themselves as a thought leader.
05:32 – Clients’ common mistakes before consulting Richard: Well, the first thing is that they’re taking a brief from the conference organizer. So, the conference organizer phones you, “Hi, Tom, we’ve heard your podcast. We’d love you to come and speak. And we want you to speak to the state of marketing in podcasting today.”
07:09 – Richard’s Valuable Free Action (VFA): Everyone should take a moment to consider what their UPOV is– their unique point of view. And it’s your unique point of view. You know, it shouldn’t be a five-horse race. When you’re pitching or presenting, it should be you to the horse race—you versus the other four.
08:06 – Richard’s Valuable Free Resource (VFR): What to know how to find the missing link action? Click here: msng.wtf/framework/
08:37 – Q: Why is this the right time? A: And I’ll tell you, it’s the right time because the world is changing. And there is an opportunity for those who are willing to put their hands up to take advantage of that disruption and change.
Tweetable Takeaways from this Episode:
“Your story is only important when it helps people relate to your point. You start with the point you want to make and then you write the story that will support it.” -Richard Mulholland
Click To Tweet
Transcript
(Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast)
Tom Poland 00:10
Greetings, everyone, and a very warm welcome to another edition of Marketing the Invisible. I’m Tom Poland joined today by Richard Mulholland in South Africa via Glasgow where he was born and buttered for the first- what? eight years of your life, Rich. Welcome to the show!
Richard Mulholland 00:25
That is correct. Thanks so much, Tom.
Tom Poland 00:27
So, if you notice a bit of a Glaswegian accent combined with- through the African, with the park the car, then that’ll be why, given that Rich’s a strong supporter of the South African rugby team, who just beat my beloved All Blacks on the weekend. We’re not going to talk about rugby. Richard, stop talking about rugby. Alright, let’s get on with it. Folks, Richard is an extraordinarily dynamic stage presence. People who attend his events write testimonials, like, “Having Richard in our event is like throwing a grenade and knocking all the doors down. He opened people’s minds, their hearts”, and so on. He is a tour de force and the reason, maybe, lies in his roots, which is a rock and roll roadie, turned entrepreneur, who helps other entrepreneurs. I think what you’d like to say is you help them to suck less in public, right?
Richard Mulholland 01:23
That is correct.
Tom Poland 01:25
It’s a high bar, but we can get over it. The title today is-
Richard Mulholland 1:29
It’s actually a low bar, Tom.
Tom Poland 01:31
It’s a low bar, right? Yeah, a bit tongue in cheek with that one. The subject, folks, is really interesting. And this is- you crack this! It really is one of the truly most profitable methods for marketing and bringing in new clients. The subject is, “How to Use Stage Marketing to Amplify Your Audience Authority and Activate Your Audience”. We all know if people aren’t activated, they’re not going to get off the charts and do anything. So Rich, thanks for being on the show. Our seven minutes start now. Question number one, sir, who is your ideal client?
Richard Mulholland 02:04
So, entrepreneurs, business leaders, and rugby supporters of decent teams who believe that they have a unique- shots fired believe they have a unique point of view in the world, but they’re frustrated by their relative anonymity in getting that idea out.
Tom Poland 02:22
Right. So, feeling invisible, unheard, not getting cut through. Thank you for that! And interesting, you say, you know, they feel like they’ve got a gift. They’ve got something special. And I think probably everyone has but it’s just not being able to get it out there. So that sounds like that’s the problem you solve. Question two is what’s the problem that you solve? Six and a half minutes left. Anything you want to add to that?
Richard Mulholland 02:42
Yeah, I mean, so the problem is- there are a few problems with what it is. The first is that they have imposter syndrome. So, a lot of people think, “Well, I’ve got this idea, but I’m not great at being out there. Do I really deserve to be there?” But many, many experts- there are two kinds of experts, Olympians, and journalists. You know, if you’ve run the Olympics, you’re the first person on the moon, you’re an Olympian. But if you’ve done your research well, and you have a unique point of view, like say, Malcolm Gladwell, who doesn’t speak about objects, he doesn’t speak about journalism and writing, then you have this opportunity to go out there. And so, when we get people to realize that they realize they’re not the imposters that they think they are. And then the second problem is that most people don’t understand what it takes to write, design, deliver, and then, I guess, of course, market a great presentation that will help them steal the spotlight in any event they go to.
Tom Poland 03:33
So, question three is what are some of the symptoms that people are going to be experiencing who’s got this problem with imposter syndrome? And I guess self-esteem might be one and the methodology to be able to steal the show on the stage. What else would you say are the typical symptoms of your ideal clients before they find you?
Richard Mulholland 03:53
Well, there are two. There’s one that’s tough for us but is ultimately tough for them. And there’s one that’s tough for them. The one that’s tough for them is they don’t know where to start. So, they don’t know where to start to position themselves as a thought leader. It’s kind of difficult. You have this idea and you want to go out there and you want to let the world know, “Hey, I’m here and I’ve got an idea that can help you.” The other problem, though, and this is the one that’s very, very frustrating for us is that you’ve probably heard of it. It’s called the “Dunning Kruger” effect, where you know, people who are bad drivers think they’re good drivers and people who are great drivers think they’re worse. The kind of experts rate themselves lower and amateurs rate themselves higher. And most people when it comes to presenting, to quote Malcolm Gladwell, again that 10,000 hours, they think when we speak to them about their speaking, they’re like, “Oh, but I’ve been presenting since before you were alive. You know, I’ve got 10,000 hours of presenting.” Yes, you got 10,000 hours of shit presenting, and this is the problem– that’s most people, right? Then you got most of the rest and they have 10,000 hours of fine presenting. They’re okay, but they’re not memorable. They’re beautiful greatness and lying on the beach. They have to be remarkable. They have to be different for people to say, “Hey, I want to hear that person.” And we believe that that’s what we got to solve for What makes you stand out? What makes you different? What makes you a choice?
Tom Poland 05:03
And the big challenge must be remaining authentic during all that and not actually, you know, necessarily being as dynamic as Richard Mulholland might be on stage or as good-looking as Tom Pollard might be but they have their own voice. Yeah, say no more. Let’s move on quickly. So, question four are common mistakes. Three and a half minutes left. What would you say are the top one or two mistakes that people make when they’re trying to get or steal the show on the stage? What are you seeing people do that, really, they shouldn’t be doing?
Richard Mulholland 05:32
Okay. Well, the first thing is that they’re taking a brief from the conference organizer. So, the conference organizer phones you, “Hi, Tom, we’ve heard your podcast. We’d love you to come and speak. And we want you to speak to the state of marketing in podcasting today.” Now you’re a marketer. You understand it. You’re a podcaster. But that’s not your keynote, that might not be your area of authority. But it sounds like a good audience. So, you’re just like, “Yes, I don’t do that.” I say no. I say, “I think I could add far more value by speaking at your event on this topic. And let me explain to you why.” I can move the needle of your audience by A, B, and C by doing one thing. And the problem with this is that then what happens is you say yes because you want the audience. You’ve got to write the talk. You scope creep because you’re trying to get your air of authority anyway. But actually, you’re nervous as all heck because you’re writing new content for the first time and you can never use it again. So, you’ve added too much friction to your speaking journey, rather write a great talk that you’re comfortable giving, and then only take the gigs in which that is irrelevant. So that would be the biggest single mistake that we would say.
Tom Poland 06:34
Beautiful pivot you just gave everyone there. Anyone who has been on the speaking circuit will know that problem. You try to bend yourself out of shape to get the gig, but then you regret it because you’ve got to create all this new context already, a specialty. So beautiful, perfect.
Richard Mulholland 06:46
And content takes time to add. Like you’d have to practice in public.
Tom Poland 06:51
It does. And it takes repetition. And it takes rethinking. And it’s a bit like, you know, books aren’t written, they’re rewritten, while speeches are kind of similar. So, let’s move on. Two minutes left. Question five is one valuable free action. Give us a top tip. You’ve given us one already, but you’ve got another one up your sleeve?
Richard Mulholland 07:09
Yeah, I mean, I think everyone should take a moment to consider what their UPOV is– their unique point of view. And it’s your unique point of view. You know, it shouldn’t be a five-horse race. When you’re pitching or presenting, it should be you to the horse race—you versus the other four. You have to have an idea that’s counterintuitive or counter-narrative. And the problem is that too many leaders think they want to tell their story, but nobody cares about your story. Your story is only important when it helps people relate to your point. You start with the point you want to make and then you write the story that will support it. If you’re starting with a story you want to tell and retrofitting the point, you’re going to fail. So, figure out what is my unique point of view on our industry would make people say, “Huh, I never thought about it that way.” Get that and you’re off to the races!
Tom Poland 07:58
Perfect. Thank you, sir. Question six, 50 seconds left. A valuable free resource. Give us a URL people can go to find out and get some cool free stuff from you.
Richard Mulholland 08:06
Yeah, so absolutely. If you go to msng.wtf/framework/, we’ve created a Trello board and video tutorial that will actually help you structure your presentation from the first word you say to where you get your ovation.
Tom Poland 08:19
Okay. www.msng, M for Michael, S for Selly, N for Nigel, G for golf, .wtf, I’m not going to tell you what that stands for, /framework/. Thank you, sir. 15 seconds left. What’s the one question I should have asked you but didn’t?
Richard Mulholland 08:37
Why is this the right time? And I’ll tell you, it’s the right time because the world is changing. And there is an opportunity for those who are willing to put their hands up to take advantage of that disruption and change.
Tom Poland 08:48
Richard Mulholland, thank you so much for your time.
Tom Poland 08:52
Thanks for checking out our Marketing The Invisible podcast. If you like what we’re doing here please head over to iTunes to subscribe, rate us, and leave us a review. It’s very much appreciated. And if you want to generate five fresh leads in just five hours then check out www.fivehourchallenge.com.
8 min
November 23, 2022How to Measure Your Marketing Results – In Just 7 Minutes with Andy Janaitis
Discover how measuring your marketing results leads to better business growth, profit, and reach
Understand why following a bunch of trends is a big mistake for your marketing
Find out why cheap data and clicks will never guarantee you a rich outcome and revenue
Resources/Links:
Want more FREE tips on how to authentically grow out your business? Click here: PPCpitbulls.com
Summary
Have you been investing on cheap data that you just end up not getting the results you want? Do you want to maximize your marketing by learning how to measure your marketing results?
Marketing isn’t all about investing in different ads and strategies, it’s also about gathering the data and understanding it– which platform gets you the most views, what time is the best time to post, and so on.
Andy Janaitis is the founder and owner of PPC Pitbulls, a digital marketing agency focused on driving measurable results online.
Find out how Andy stopped following trends and started adding value into your brand through the perfect marketing strategy and measuring your marketing results.
Check out these episode highlights:
01:21 – Andy’s ideal client: My company, we’re PPC Pitbulls, we work primarily with E-commerce brands that are looking to grow more sales online.
02:08 – The problem he helps solve: The problem really is that gap. Once somebody gets the page, oftentimes, people think about all these tips and tricks and you know, Google ads, Facebook ads, Instagram, using influencers, all these different nice ways to get people to the page, which is really important, and really something we should be thinking about.
03:15 – The symptoms of the problem: The number one sign we see, you know, get somebody in, we’re talking to them. And the first thing I ask is, “hey, what’s your cost per acquisition?” Or “If you’re selling a product, what’s your return on ad spend?”
04:25 – Clients’ common mistakes before consulting Andy: The first and foremost, first thing we see is people running paid traffic. This is running Google ads, Facebook ads, anything like that without tracking conversions. So, one, tracking what’s happening and two, sending that data back to whether it be Google or Facebook
06:17 – Andy’s Valuable Free Action (VFA): The number one thing, if you don’t have it already, get Google Analytics installed on your site. It’s a free service. It’s the best basic tracking tool to understand what events are happening.
06:51 – Andy’s Valuable Free Resource (VFR): Want more FREE tips on how to authentically grow out your business? Click here: PPCpitbulls.com
07:27 – Q: Do I need to upgrade to GA 4? A: Yes. You do need to get it updated. Universal Analytics, the older version, will be retired on July 23, so that’s not going to work anymore.
Tweetable Takeaways from this Episode:
“Get Google Analytics installed on your site. It's a free service. It's the best basic tracking tool to understand what events are happening.” -Andy Janaitis
Click To Tweet
Transcript
(Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast)
Tom Poland 00:10
Greetings, everyone and a very warm welcome to another edition of Marketing the Invisible. I’m Tom Poland joined today by Andy Janaitis. Andy, good day. Sir, a very warm welcome. Where are you hanging out?
Andy Janaitis 00:21
I’m in Ellicott City. It’s a suburb just outside of Baltimore, Maryland.
Tom Poland 00:26
Baltimore. Alright, so what’s the big sports team there that everyone supports?
Andy Janaitis 00:31
We’ve got the Ravens and the Orioles. The Ravens are football and Orioles are baseball. Myself, I’m from the Northeast originally, though, so I’ve got other teams. I have kind of displaced fan syndrome down here.
Tom Poland 00:42
Split loyalties. So, if the two teams are fighting each other, one of them’s going to win. So that’s a plus. Okay, folks. Andy is the founder and owner of PPC Pitbulls, a digital marketing agency focused on driving measurable results online. And, folks, that’s often the thing that people miss. If you can’t measure it, you can’t manage it. And so, if you can’t manage it, then you can’t respond and change and get increasing revenue. So, the measurement is so critical. And that brings us to the subject of this interview, which is, “How to Measure Your Marketing Results”. Andy, our seven minutes is going to start now, sir. Question number one, who’s your ideal client?
Andy Janaitis 01:21
Awesome. Yeah. So, our bread and butter, my company, we’re PPC Pitbulls, we work primarily with E-commerce brands that are looking to grow more sales online. But through that work, as you mentioned, the biggest thing is making sure that we’re tracking customer behavior once they hit the site. So, to that end, we also work with a number of companies that are either looking for sales, looking for lead gen, getting form fills, that type of thing. And then we also work in a white label capacity for agencies trying to help these people. So ultimately, anybody running digital marketing, and especially those who may be a little confused as to what their results are, and what’s happening once they’re getting people onto the page.
Tom Poland 02:02
Okay, thank you for that. We’ve got six and a quarter minutes left. How would you define the problem that you solve for your clients?
Andy Janaitis 02:08
So, the problem really is that gap. Once somebody gets the page, oftentimes, people think about all these tips and tricks and you know, Google ads, Facebook ads, Instagram, using influencers, all these different nice ways to get people to the page, which is really important, and really something we should be thinking about. But it’s kind of all for naught. If you’re sending people a page, and then you don’t know what’s happening there, there’s no way to tell, is it really profitable? What’s working? What are people doing once they get there? And are they filling out the form that you want them to fill out or buying the product you want them to buy?
Tom Poland 02:40
So, would it be fair to say it’s, you know, people throwing a lot of money, perhaps at ads and pay per click, but not really knowing what the buyer behavior is, if they get to the page, once they get to the page?
Andy Janaitis 02:51
That’s really the core issue, just kind of living in the dark, not knowing what is working? And ultimately, what’s profitable.
Tom Poland 02:58
You’re getting visibility for that. Thank you for that. So, question three and we’ve got five minutes left, what would you say are the typical symptoms? Now, when I’m talking about symptoms here, this is of someone, before they become a client of yours, what’s going on with their advertising or their business, that would kind of give them a heads up to go, “I should be speaking with Andy”?
Andy Janaitis 03:15
Definitely. So, the number one sign we see, you know, get somebody in, we’re talking to them. And the first thing I ask is, “hey, what’s your cost per acquisition?” Or “If you’re selling a product, what’s your return on ad spend?” You know, “What’s the revenue you’re driving for every ad dollar?” And if somebody doesn’t know the answer to that, that’s the first red flag, the first symptom for me. So oftentimes, people will come and say, “Hey, you know, I see different numbers in Shopify, and HubSpot and Google Analytics, and I don’t know what to trust. I don’t know, you know, what’s right. It’s something mobile counting.” That’s another one of the big symptoms. And then I think more broadly, we often hear people say, “Hey, I’ve run Facebook, or Instagram or Google ads in the past, and it just never really worked for me”, but they can’t really articulate why that was, or how they knew it wasn’t working for them, or really, what KPI would have indicated that it was working for them. So yeah, those are some of the main symptoms we’re seeing.
Tom Poland 04:09
Thank you for that. So, we’ve got people spending money on advertising. They’re doing the right thing. They’re getting out to the marketplace and not being passive. Four minutes left, what would you say are some of the major mistakes that people make with advertising before they find your solution?
Andy Janaitis 04:25
Definitely. So, the first and foremost, first thing we see is people running paid traffic. This is running Google ads, Facebook ads, anything like that without tracking conversions. So, one, tracking what’s happening and two, sending that data back to whether it be Google or Facebook. The issues there when you’re, one, not be able to manage it, as you mentioned, not able to see, you know, what’s working, and what’s not, but then even bigger than that, all of these platforms run on automated bidding these days. So, if you’re not feeding that data back in, you’re not going to be getting any better and getting better results. Another common mistake is focusing on things like Cost Per Click, CPC or Click Through Rate, CTR, as opposed to cost per acquisition or ROAs that are, you know, really getting to the core of what you’re trying to get done, and what you’re trying to get towards. You might-
Tom Poland 05:13
Some of the bottom line is, are we making money here? But if we’re focusing on cost per click, it hasn’t answered the whole question, I suppose. Is that right?
Andy Janaitis 05:22
Exactly, you might be getting some really, really cheap data or really, really cheap traffic to your site. But if nobody’s buying, then, hey, it’s not helpful that you got a bunch of cheap clicks.
Tom Poland 05:32
Well, what has been helpful, as you mentioned, buyer behavior. That was one thing I picked up. You mentioned, feeding the data back to the platforms. And now you’ve mentioned how important it is to find out whether this thing is working at a big picture level, not just a matter of the small picture level. Thank you for that. Anything else you want to add to the mistakes list without depressing people before we move on?
Andy Janaitis 05:57
I think the other big thing, just following a bunch of trends jumping on, “Hey, I know I need to be running this channel” and running it but not really measuring results and understanding why you’re doing it.
Tom Poland 06:05
Chasing another squirrel. Thank you for that. Let’s flip it! We’ve got two minutes left. Three questions to go. One valuable free action. What I’m after here, just a top tip, that’s not going to solve the whole problem, but it might start something like-
Andy Janaitis 06:17
The number one thing, if you don’t have it already, get Google Analytics installed on your site. It’s a free service. It’s the best basic tracking tool to understand what events are happening. It’s going to give you pageviews, that type of thing. And if you do have that, use Tag Manager. It’s another free Google tool that you can install and start tracking button clicks, form fills, that type of thing.
Tom Poland 06:40
Google Analytics, thank you. Let’s go to question six, a valuable free resource. Give people a URL where they can go to and find out more about what you do, and maybe pick up some free cool stuff as well.
Andy Janaitis 06:51
Definitely. So, I drive everybody to the homepage, that’s PPCpitbulls.com, and there you’ll find a number of free resources. We actually have a digital marketing maturity roadmap. That’s a quick guide that you can download and it will help you tell if you’re running paid ads. And you can also book a free strategy session with me where we’ll go over some of your needs and kind of figure out what your best next step is.
Tom Poland 07:13
Great idea. So, folks, that’s PPC, Pay Per Click, PPCpitbulls, as in the dog, plural, dot com, PPCpitbulls.com. Thank you for that, sir. 40 seconds left. Question seven, what’s the one question I should have asked you but didn’t?
Andy Janaitis 07:27
So, one thing in this area that we’re hearing a lot of, people are saying, “Hey, do I need to upgrade to GA 4?” So that’s the newest version of Google Analytics. Maybe you’ve been running analytics for a while. Google’s making a lot of noise about this new version. The answer is yes. You do need to get it updated. Universal Analytics, the older version, will be retired on July 23, so that’s not going to work anymore. July 23 2023, I should say. So, year over year data won’t be available come July 2023, if you’re not installing it now. So that would be my big tip. Get that going!
Tom Poland 07:59
So much value in that interview. Thank you, Andy. Folks, you want to listen to this one again, because there are some absolute gold nuggets in there! Andy Janaitis, thank you so much for your time.
Andy Janaitis 08:08
Awesome. Thank you, Tom.
Tom Poland 08:10
Thanks for checking out our Marketing The Invisible podcast. If you like what we’re doing here please head over to iTunes to subscribe, rate us, and leave us a review. It’s very much appreciated. And if you want to generate five fresh leads in just five hours then check out www.fivehourchallenge.com.
9 min
November 16, 2022How to Write the Story of Your Life and Attract PR, Grow Your Email List, and Add a Revenue Generator – In Just 7 Minutes with Natasha Miller
Find out why the top 5% and bottom 5% of your life matter in writing your life story
Understand that there are no qualifications or standards when it comes to writing your story
Learn more about the importance of creating an inflection timeline for your story
Resources/Links:
Want more FREE tips on how to captivate people with your story? Click here: memoirsherpabonus.com
Summary
Have you always wanted to craft the perfect life story but just don’t know when’s the right time to write it? Or maybe you find it confusing which parts of your life to put?
Writing your life story doesn’t have any standards or qualifications– it doesn’t have to be perfect. You do you! But what parts of your life should you include, and how many books does it need to go?
Natasha Miller sits at the helm of Entire Productions, the go-to experience design, event, and entertainment production company in San Francisco, and has been on the Inc. 5000 list of fastest-growing companies in America for three years in a row.
Get an over-the-shoulder experience of how Natasha can help your life stories be easier to write, better to understand, and inspiring to read!
Check out these episode highlights:
01:45 – Natasha’s ideal client: My ideal client is a mature and successful entrepreneur that has inflection points, high and low, to share with everyone that is walking in their shoes before them.
02:09 – The problem she helps solve: I help them figure out with a system that I built that I created when I wrote my book, “How to Just Get Started Now” without having to have, “Where do I start?”, “How do I do this?”, “I’m not a good writer”, “I don’t know what I’ll write about”.
03:20 – The symptoms of the problem: You’ve achieved a lot. You’ve suffered a lot. You have incredible stories, but you can’t think of how you could put them all in one book.
03:56 – Clients’ common mistakes before consulting Natasha: That you don’t- like, if you’re dyslexic, or you can’t type or you don’t think you’re a good writer– none of that really matters. You can just get over those things with the program that I’m teaching.
04:28 – Natasha’s Valuable Free Action (VFA): I would create an inflection timeline of your life from zero to the age you are now and jot down the major things that happened in your life that were top 5% like you won the lottery, or you’re on the Inc. 5000 list or something like that, as well as the bottom 5%, you got hit by a car and lost your leg.
05:25 – Natasha’s Valuable Free Resource (VFR): Want more FREE tips on how to captivate people with your story? Click here: memoirsherpabonus.com
05:49 – Q: Why I waited until I was 51 to publish the story of my life? A: So, the answer to that question is, I probably thought about writing this book when I was 35, when I was 40. And I certainly would have had a story to tell. But what I didn’t have back then was the space between the very, very low and high inflection points.
Tweetable Takeaways from this Episode:
“You may have one, two, three, or four, or more books in you, but let's just get started and focus on this one first.” -Natasha Miller
Click To Tweet
Transcript
(Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast)
Tom Poland 00:10
Greetings, everyone, and a very warm welcome to another edition of Marketing the Invisible. I’m Tom Poland joined today by Natasha Miller. Natasha, good day from Down Under. Where are you hanging out?
Natasha Miller 00:20
Hey, I’m in Oakland in the San Francisco Bay Area.
Tom Poland 00:24
And is it hot as Hades today in Oakland?
Natasha Miller 00:27
Nope. It’s always about 72 degrees Fahrenheit.
Tom Poland 00:30
Oh my gosh! You must live in the perfect place, climate-wise. Off climate and on to your magic powers. Folks, Natasha kind of sits at the helm of a company called Entire Productions. It’s described as the go-to experience design, and event entertaining production in San Francisco and has been on the Inc. 5000 list of, get this, the fastest growing companies in the US for three years in a row. It’s an extraordinary achievement! And I know enough about designing event experiences to know that I would not want to try it. For all the money in China, it’s extraordinarily complex, folks. It requires organization. It requires forethought. It requires synchronization, and it requires double and triple, and quadruple checking everything. So, it’s a pleasure to have you on the show, Natasha. The title, folks, so this is going to be a little different. We’re going to focus on another one on Natasha’s specialties. The title is, “How to Write the Story of Your Life, and Attract PR, Greater Email List and Add Another Revenue Generator to Your Business”. So, I’m going to be all ears. Natasha, let’s the kick off. Question number one, our time starts now. Who’s your ideal client?
Natasha Miller 01:45
My ideal client is a mature and successful entrepreneur that has inflection points, high and low, to share with everyone that is walking in their shoes before them. So, we want to learn from these people’s mistakes and their successes.
Tom Poland 2:04
Fabulous! So, question two, six and a half minutes left, how would you define the problem that you solve for them?
Natasha Miller 02:09
I help them figure out with a system that I built that I created when I wrote my book, “How to Just Get Started Now” without having to have, “Where do I start?”, “How do I do this?”, “I’m not a good writer”, “I don’t know what I’ll write about”. I just clean the slate. And literally, you come into this program that I’m teaching. And you’re getting started, not just with writing, but with really figuring out what the book is going to be about and laying it out. I just make it so much easier for you.
Tom Poland 02:22
Right. Perfect! And that’s a big problem. A lot of people have a book on them. They know they’ve got a book in them. There are books in them, been around for years and years and years, if not decades. So that’s the problem you solve. The other thing, folks, I want to point out here, I know it’s not Natasha interviewing me, but I have to say this, is even if you do get a writing a book, turning it into a lead generator and a revenue generator is whole different expertise as well. So, Natasha, we’ve got both of those problems sold in one. Tell us about the symptoms, Natasha, please. Five and a half minutes left. What would you say would be the top two or three symptoms? Someone listening to this goes, “Yeah, that’s me. I need to find out more about this.”
Natasha Miller 03:20
You’ve achieved a lot. You’ve suffered a lot. You have incredible stories, but you can’t think of how you could put them all in one book. And the answer is you shouldn’t put them all in one book. And you may have one, two, three, or four or more books in you, but let’s just get started and focus on this one first.
Tom Poland 03:39
Right. So that could be a big symptom. And I guess question four are some of the common mistakes people make when trying to solve this problem. And I guess that one of them is thinking they’ve got to cram everything into one book. Anything else you want to add to those common mistakes? Four and a half minutes left.
Natasha Miller 03:56
That you don’t- like, if you’re dyslexic, or you can’t type or you don’t think you’re a good writer– none of that really matters. You can just get over those things with the program that I’m teaching.
Tom Poland 04:09
Right. So, a lot of people hold off because they think that they’re somehow disqualified themselves. So, let’s flip it now. Question five is one valuable free action. This is like a top tip or this is not going to write the whole book, but it could get people started heading off in the right direction. Four minutes left.
Natasha Miller 04:28
I would create an inflection timeline of your life from zero to the age you are now and jot down the major things that happened in your life that were top 5%, like you won the lottery, or you’re on the Inc. 5000 list or something like that, as well as the bottom 5%, you got hit by a car and lost your leg. You had a divorce, you know, those kinds of things. Those are the points that you’re looking to put down on this piece of paper, not that you had a great brunch with your friends on a Sunday afternoon.
Tom Poland 05:04
Right.
Natasha Miller 05:04
So, catalogue those inflection points.
Tom Poland 05:08
Right. So, the top 5%, the bottom 5%. I think that’s very clever. Thank you for that! So, folks that would get you started. Let’s help people even more. Question six is a valuable free resource. Where can we direct people to that going to give them, even more, to get them started?
Natasha Miller 05:25
Ofcourse, memoirsherpabonus.com.
Tom Poland 05:29
Memoir, M-E-M-O-I-R, Sherpa, S-H-E-R-P-A, as someone who’s a guide at the top of the mountain bonus.com. Thank you for that! We’ve got two and a half minutes left, so ample time. Question seven is what’s the one question I should have asked you, but didn’t?
Natasha Miller 05:49
Yeah, I think the question that you should have asked me or could have asked me is why I waited until I was 51 to publish the story of my life.
Tom Poland 06:00
And why did you wait until you’re 51, Natasha?
Natasha Miller 06:03
Good question, Tom. So, the answer to that question is, I probably thought about writing this book when I was 35, when I was 40. And I certainly would have had a story to tell. But what I didn’t have back then was the space between the very, very low and high inflection points, and the time to reflect on them, make sense of them and make them available to honor the reader and anticipate their questions and anticipate their needs. So not to say that if you’re 35 years old, you can’t write a memoir or the story of your life. You’re going to write a different one than if you were 50. But for me, the book that I really wanted to put out of this world which is called, “Relentless Homeless Teen to Achieving the Entrepreneur Dream” really couldn’t have been published before. It was this year.
Tom Poland 06:59
Perfect! Goosebumps. Tingles running down my spine! A lot of authenticity. And I think you’ve just touched on one of the most remarkable things about you which is you know, from a homeless teen to a successful entrepreneur. So, they say the best Earth is the Earth that’s gone through the worm. That’s what gardeners say and I think we’ve just heard- we’ve just got some rich soil put it that way if I can put it like that. Natasha Miller, thanks so much for your time and your insights.
Natasha Miller 07:24
Thank you.
Tom Poland 07:26
Thanks for checking out our Marketing The Invisible podcast. If you like what we’re doing here please head over to iTunes to subscribe, rate us, and leave us a review. It’s very much appreciated. And if you want to generate five fresh leads in just five hours then check out www.fivehourchallenge.com.
9 min
November 09, 2022How to Exponentially Grow 3 to 10x and Escape the Traps of Your Business – In Just 7 Minutes with Dan Kuschell
Discover how to stop being everything all at once and start assigning tasks to specific people
Understand why you should have a marketing blueprint in place as soon as you start
Find out how to get yourself out of the business hell space with marketing
Resources/Links:
Want more FREE tips on how to have that business breakthrough you’ve always wanted? Click here: activate.breakthrough3x.com
Summary
Have you been trying to juggle everything in your business all at once? Are you sick and tired of looking for the perfect strategy for your business?
Planning out your marketing strategies can either make or break your business and here’s how you can use it to exponentially grow your biz!
Dan Kuschell is a husband, dad, serial entrepreneur, angel investor, football coach, and the Founder and Chairman of Breakthrough3x. He helps business owners like you get more clients, and grow 3 to 10x so you can have a bigger impact, reach, and contribution.
Take a seat with Dan and learn how you can exponentially grow your business without the stress through the power of a marketing blueprint!
Check out these episode highlights:
01:49 – Dan’s ideal client: Ideal clients are founders and CEOs, you know, who typically have three core values. Number one, they’re hyper-growth-minded, Tom. And, you know, they really want to exponentially grow.
02:59 – The problem he helps solve: The problem we solve, right, lots of people take a lot of different approaches in business. And one of the things that we look to do is we like to find the one domino that can knock over 1000 dominos.
05:45 – The symptoms of the problem: A quick symptom is start at the beginning. You know, begin with the end in mind, which a lot of visionary founders are great at doing, Tom. As you know, one of the things that we find, the number one reason, the Department of Labor did a study and found the number one reason most businesses fail is they don’t have a marketing plan blueprint in place.
06:48 – Dan’s Valuable Free Action (VFA): the first step is to get a marketing plan blueprint in place is the beginning stage because it sets the course for everything else.
07:10 – Dan’s Valuable Free Resource (VFR): Want more FREE tips on how to have that business breakthrough you’ve always wanted? Click here: activate.breakthrough3x.com
08:15 – Q: Why the heck do you coach high school football? A: Well, my son is just going into high school, truth be told, but I love building young men. And you know, I think there’s a lot of reasons but for sake of time, I’ll just say I love building leadership in young people and inspiring the future generation.
Tweetable Takeaways from this Episode:
“Start with a marketing plan blueprint to get you and your team in alignment.” -Dan Kuschell
Click To Tweet
Transcript
(Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast)
Tom Poland 00:10
Greetings, everyone, and a very warm welcome to another edition of Marketing the Invisible. I’m Tom Poland, joined today by Dan Kuschell. Dan, good day from Down Under, sir. Where are you hanging out?
Dan Kuschell 00:20
I’m out here in Arizona. I’m on the west side. Goodyear, Arizona.
Tom Poland 00:23
Arizona. And how is the weather in Arizona right now? I heard from a lot of folks this morning, that North America was pretty warm.
Dan Kuschell 00:30
Yeah, so it’s been averaging between 105 and 113 degrees in the last three to four weeks.
Tom Poland 00:36
Oh my goodness! Yeah. We’re high to summer there and deep in the winter here. Folks, for those of you who don’t know Dan, he’s something of an all-rounder. He’s a husband. He’s a dad. He’s a serial entrepreneur. He’s an angel investor. He’s a football coach. He’s also the Founder and Chairman of Breakthrough3x. This is part of the subject we’re going to be talking about today. Essentially, what Dan does is he helps business owners, like you, get more clients. The goal is to three to 10 times your growth, so you can have a much bigger impact, a much deeper and broader reach, and a much greater contribution. The title, though, has an interesting twist. It’s, “How to Exponentially Grow 3 to 10x and Escape the Traps of Your Business” because growing 3 to 10 times is wonderful. But if you end up trapped and losing your life in the process, it’s not so great. Dan, thanks for being here. This is not your first time on the show. It’s a pleasure to have you back again! Our seven minutes start now. Question one is who is your ideal client?
Dan Kuschell 01:49
Ideal clients are founders and CEOs, you know, who typically have three core values. Number one, they’re hyper-growth-minded, Tom. And, you know, they really want to exponentially grow. They’re not interested so much in like just little bitty bits of growth, but they really want to have an exponential impact in their world. So that’s the first core value. The second core value, they’re very collaborative and teamwork driven. And number three is they’re very contribution oriented and impact. In other words, you know, they’re not trying and stress to like, make money, per se for themselves, or make payroll or those sorts of, they’re really about making a bigger dent, you know, leaving a legacy, boarding a legacy, that sort of thing. So, founders and CEOs of growing companies.
Tom Poland 02:40
Growing companies who have something that’s going to make a difference in people’s lives, or businesses and understand the value of teamwork.
Dan Kuschell 02:49
Absolutely.
Tom Poland 02:50
So, folks, let’s move on there. Question two, six minutes left, what would you say is the problem that you solve for these entrepreneurs?
Dan Kuschell 02:59
Well, you might be wondering, Tom, why the heck am I holding this thing in my hand, this Domino, right?
Tom Poland 03:05
The Domino.
Dan Kuschell 03:06
The Domino, right? So, the problem we solve, right, lots of people take a lot of different approaches in business. And one of the things that we look to do is we like to find the one domino that can knock over 1000 dominos, right? Or the one key strategy that solves 1000 other things in the business, right, and simplifies things, when it’s all said and done. So, the problem we solve is a lot of founders and CEOs, you know, they’re wearing nine hats in their business. You know, it’s pretty common, like one of our clients we’re working with right now, when we met, you know, about two years ago, this founder, all those criteria I mentioned, Tom, about our ideal client, he’s in the hell space. And what he was doing is he was the one overseeing his marketing. So, he’s in his ad accounts for, you know, Google and Facebook and this sort of thing. And on top of that, he was designing his marketing, and inside and building his models. And on top of that, when appointments would come in, he was actually- not all the appointments, but a majority of the appointments, he was also talking to people to enroll them in what he does. So, wearing a lot, and then on top of that, he was involved in an admin. And we said, “Well, what if we could help free you up?” You know, in other words, tilt one domino. He said, “So what’s the one domino?” The one domino is getting a marketing system in place to run without you or me. Right. So, in other words, you know, we’re not in a place where we’re the one having to be the main Rainmaker in our business anymore, right? Where typically we can go from like a couple of appointments a month to 100 appointments a month but then have other team members that are part of the system that are enrolling them or the system itself enrolls them, right? And getting free from the day-to-day back, what we find is a lot of the founders we work with get free from the day to day or they set the stage because they want to sell or exit the business just depending on their personal desires as well as we’ve got some clients we’ve helped set the stage even go public. So those are a couple of key things. It’s the domino related to getting a marketing and selling system in place to generate leads and clients without you or me.
Tom Poland 05:26
Thank you, sir. Just over three minutes left. Five questions to go. So, you’ve already touched on some of the symptoms, right? The owner is the bottleneck. They’re trying to do everything. Any other quick symptoms, lack of time, I mentioned, would be one. Very busy, maybe a bit stressed. Anything else you want to touch up in terms of symptoms? Three minutes left.
Dan Kuschell 05:45
A quick symptom is start at the beginning. You know, begin with the end in mind, which a lot of visionary founders are great at doing, Tom. As you know, one of the things that we find, the number one reason, the Department of Labor did a study and found the number one reason most businesses fail is they don’t have a marketing plan blueprint in place. And this shows up in a lot of ways! You know, lack of alignment on the team, lack of direction, you know, people operating on all these different pods. So, I would say start with a marketing plan blueprint to get you and your team in alignment, and then also set the course of direction for your vision for the next one to three years. That’s a really critical mistake that most make. They don’t have that in place! In fact, 100% of our clients have not had that in place when we started working with them upfront. And we’ve surveyed thousands, and we found that over 98.6% don’t have that in place.
Tom Poland 06:20
Pretty close to 100%. Thank you. So that covers question number four very well, too. And question number five is like a top tip. We’ve got two minutes left. And I guess your top tip is going to be to get that marketing plan in place or is there something else you want it to offer?
Dan Kuschell 06:48
No, I think the first step is to get a marketing plan blueprint in place is the beginning stage because it sets the course for everything else.
Tom Poland 06:56
Perfect! Alright.
Dan Kuschell 06:57
One down.
Tom Poland 06:58
Thanks, Dan. 80 seconds left. Question number six is can we direct people to a free resource that they might be able to find out more about the marketing blueprint? What do you do? Where will people go to find out more?
Dan Kuschell 07:10
Yeah, so really simple, we put together a simple package, Tom, for people that are going to watch this and listen. You can go get access to it, where you can get a simple two-page, fill-in-the-blank marketing plan blueprint template that we’ve been using for over a decade. We’re going to give that to you free. In addition, some of you may be more advanced than that. So, we also are going to include a free tool called “the SEO Checklist”. It’s really geared for people like maybe me or maybe you, listening because maybe you’re a creative visionary. You’re not an administrative type of CEO. Maybe you weren’t trained in a professional school of being a CEO. We’re going to give you that CEO checklist. We also have our hiring toolkit. I’ve actually employed over a thousand full-time employees.
Tom Poland 07:54
45 seconds left. Where do they go, Dan?
Dan Kuschell 07:56
Go to activate.breakthrough3x.com to get access to the free tools that we’ve made available at this moment.
Tom Poland 08:06
Activate.breakthrough3x.com. Perfect! 30 seconds left. Plenty of time for the last question, which is what’s the one question I should have asked you but didn’t?
Dan Kuschell 08:15
Why the heck do you coach high school football?
Tom Poland 08:18
Yeah! I’m guessing you got some kids in high school football, have you?
Dan Kuschell 08:22
Well, my son is just going into high school, truth be told, but I love building young men. And you know, I think there’s a lot of reasons but for sake of time, I’ll just say I love building leadership in young people and inspiring the future generation. That’s all.
Tom Poland 08:37
Lovely! Dan Kuschell, thank you so much for your time.
Dan Kuschell 08:40
Thanks, Tom.
Tom Poland 08:42
Thanks for checking out our Marketing The Invisible podcast. If you like what we’re doing here please head over to iTunes to subscribe, rate us, and leave us a review. It’s very much appreciated. And if you want to generate five fresh leads in just five hours then check out www.fivehourchallenge.com.
7 min
November 02, 2022How to Legally Protect Your Business – In Just 7 Minutes with Heather Pearce Campbell
Understand how legal services means actually better business leadership
Discover the importance of legally protecting your business to avoid future stress and business hindrance
Learn why you need to get organized and create a legal file for yourself
Resources/Links:
Want to know more about everything legal you need in your business? Click here: legalwebsitewarrior.com/legalbasicsbootcamp
Summary
Have you been wanting to legally protect your business from potential copyright infringements?
Legally protecting your business leads you to become a better business leader– want to know how?
Heather Pearce Campbell is a warrior mama, nature lover, and dedicated attorney and legal coach for world-changing entrepreneurs. She is based in Seattle, Washington, and can be found online at www.legalwebsitewarrior.com.
Dive into the world of legal basics with Heather and learn what it means to legally protect your business and how it can help you become a better business leader.
Check out these episode highlights:
02:28 – Heather’s ideal client: My ideal clients, like we said in the intro, are world-changing entrepreneurs. I call them “information entrepreneurs”. They’re generally online experts, speakers, and authors.
03:05 – The problem she helps solve: So, a couple– the list of legal problems is long but going, you know, moving out, the bigger picture, typically, the largest problem people face is getting a legal understanding of their business, having what I call “the map”, right?
03:55 – The symptoms of the problem: Well, so one is they’re just not connecting with somebody who they feel understands their business from a legal perspective, that’s like an entry-level pain point. But the other pain points are they’re hiring.
05:39 – Clients’ common mistakes before consulting Heather: They will often attempt first a do-it-yourself approach, cobble a contract together, or borrow it from somebody else’s business when it’s not really a fit for them. The worst is going to Google and just taking whatever they find, which can often- yes, templates.
07:52 – Heather’s Valuable Free Action (VFA): A step in the right direction is to get yourself organized. Go gather up what you do have in place. So, for example, maybe you’ve got a client agreement in place for your standard client services.
09:01- Heather’s Valuable Free Resource (VFR): Want to know more about everything legal you need in your business? Click here: legalwebsitewarrior.com/legalbasicsbootcamp
09:33 – Q: What is it that I wish people knew about legal that they don’t? A: A couple of things. One is that it is synonymous with business leadership. I joke with people that I deliver legal services, but what I sneak in is actually better business leadership.
Tweetable Takeaways from this Episode:
“Get yourself organized. Go gather up what you do have in place.” -Heather Pearce Campbell
Click To Tweet
Transcript
(Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast)
Tom Poland 00:10
Greetings, everyone, and a warm welcome to another edition of Marketing the Invisible. Today, I’m joined by Heather Pearce Campbell. Heather, a good day from Down Under. A warm welcome! Where are you hanging out?
Heather Pearce Campbell 00:21
Excellent! So good to see you, Tom. I am over in Seattle, Washington.
Tom Poland 00:26
The home of Oldham and North America’s greatest coffee. The scene and culture and innovations are quite extraordinary. So, for those of you who don’t know Heather, she’s warrior mama. And by golly, sometimes you have to be a warrior mama. How old are the little ones?
Heather Pearce Campbell 00:43
Yep, so I’ve got one who is four and about to turn five. And my nine-year-old just turned 10 a couple of days ago! So, we joke, we have a little person who’s already a decade in the house.
Tom Poland 00:55
Right, very cute ages, both of them, especially the four-year-old. So, in addition to being a warrior mama, she’s a nature lover. She’s a dedicated attorney and legal coach for world-changing entrepreneurs. She can be found on-site, on the website, I should say, Legalwebsitewarrior.com. Folks, really, really important subject. A lot of people, and I’m one of them, get hot and heavy about marketing because you got to make sure that your asset is protected. You may be doing all the right things. You might be being quite careful but there are some pretty malicious people out there because the north of the USA is hot and heavy about legal stuff. I’ll say a quick story. I was looking to franchise in the US and I went to see a franchise specialist in the US he sat me down in front of his desk and he was in the old days where you picked up the phone and talk to your receptionist, “Dolly, bring me in the phonebook.” And Dolly brought in the phonebook, the Yellow Pages. And he grabbed the Yellow Pages. And he had rifled through it and he held up the Yellow Pages. And the Yellow Pages were sort of you know, three inches thick, reading one section. He said the first thing you need to know is that’s the number of attorneys that want to sue your ass.
Heather Pearce Campbell 02:07
Nice visual demonstration, just in case you’re wondering.
Tom Poland 02:10
Welcome to America! Yeah, welcome to the minefield. And it’s true, you’ve got to have your legal. You’ve got to have your I’s dotted and your T’s crossed. Otherwise, you could be losing your shirt, all in all, work. So, let’s get on with the interview, “How to Legally Protect your Business.” Our seven minutes start now. Question number one, Heather, is, who’s your ideal client?
Heather Pearce Campbell 02:28
My ideal clients, like we said in the intro, are world-changing entrepreneurs. I call them “information entrepreneurs”. They’re generally online experts, speakers, and authors. They do all kinds of things in their business, you know. They’re podcasters, but they are largely dealing with information, right? Consultants and coaches. People whose entire business is developed around a body of work.
Tom Poland 02:52
And very appropriate that you’re on the Marketing the Invisible Podcast because what they have is not a physical product, but intellectual.
Heather Pearce Campbell 02:59
That’s right.
Tom Poland 02:59
So, tell us, question number two, six and a half minutes left, what’s the problem you solve for these world-changing entrepreneurs?
Heather Pearce Campbell 03:05
So, a couple– the list of legal problems is long but going, you know, moving out, the bigger picture, typically, the largest problem people face is getting a legal understanding of their business, having what I call “the map”, right? The legal roadmap to your business. People tend to cherry-pick their legal needs, like, “My business coach told me this”, or my friend in business told me this, but they’ve never sat down with somebody to get a comprehensive understanding top to bottom of their legal needs, so that they can, from a strategic perspective, prioritize what they need.
Tom Poland 03:41
Right. Thank you for that. What would you say are some of the typical symptoms that your ideal clients are experiencing before, but they’re sort of- what would give someone listening to this a bit of a heads up that they need to find out more about what you do? Five and a half minutes left.
Heather Pearce Campbell 03:55
Right? Well, so one is they’re just not connecting with somebody who they feel understands their business from a legal perspective, that’s like an entry-level pain point. But the other pain points are they’re hiring. They might be hiring internationally. They’ve got an online business, and they’re facing privacy issues. They have intellectual property issues; they’re concerned about launching a new course or program or they’re thinking maybe I need to get a trademark. They’re reaching into the US and I work with a lot of people internationally as well. So, they’re facing the whole sea of legal issues that you just referenced in that Yellow Pages book, right? They’re facing being in the marketplace. So, they generally have a host of legal things going on in their business, but one of those pain points is going to jump up and bite them.
Tom Poland 03:55
Are they in that sort of situation where they don’t know what they don’t know, but they know that they don’t know what they don’t know? If you like, it sort of says, you know. Because you’ve got intellectual property protection rights. You’ve got potential litigation for which they need some sort of legal professional identity or protection.
Heather Pearce Campbell 04:58
That’s right.
Tom Poland 04:58
Is the outgoing legal stuff to protect your intellectual property as well as the incoming?
Heather Pearce Campbell 05:03
It’s all of the above, right? And the ways that we grow our businesses through relationships, are all opportunities for things to go sideways.
Tom Poland 05:13
You’re right. Tell me about it! I mean, the thing is that folks, you can be as pure as the white-driven snow and as well-intentioned as Mother Teresa, and you can still get someone who wants to have a go at you. So, let’s just assume that people are aware that there are some legal issues that should be taken care of, what would you say, question four, are some of the common mistakes that people make when trying to resolve those?
Heather Pearce Campbell 05:39
Yeah. Totally. They will often attempt first like a do-it-yourself approach, cobble a contract together, borrow it from somebody else’s business when it’s not really a fit for them. The worst is going to Google and just taking whatever they find, which can often- yes, templates. But if they- the crazy part about the online world is you can often find yourself in a copyright infringement scenario, not thinking like, “Oh, yeah, legal work belongs to somebody.” So, I end up chasing down people all the time that have ripped information off of my client’s websites, right? So do not do any of those things!
Tom Poland 06:23
A sub-question, how much of you, and I’m stopping the clock here because I’m squeezing another question in. How much of your percentage of your time is chasing people who have infringed copyright? I mean, we have it all the time. People just blatantly copied our programs and courses and put them up on their websites.
Heather Pearce Campbell 06:38
You know, for once I enroll clients, especially clients that have good visibility in the marketplace, and truthfully, all my other clients, too, are on their way to good visibility, if they don’t have it already. I tell them, you just need to plan for this. This is the reality, unfortunately, of yes, it’s going to happen. It’s not really a matter of if, it’s a matter of when and it tends to be ongoing once you’ve reached certain levels of business.
Tom Poland 07:03
I would say we discover someone every week. We now have a system in place that once a month, we have to scan for our product names, and we find people-
Heather Pearce Campbell 07:11
That’s right.
Tom Poland 07:12
Yeah, and, folks, it’ll happen to you before you think that you’re highly visible. That’s the thing that I was surprised at. Okay, back on track. Thank you! Just under three minutes left. Question five, I know from painful experience, that people should not try to do this themselves. We’re coaches. We’re marketers. We are whatever we are, but we’re not legal people. And DIY is just a frickin disaster! You could actually create more problems than you’re trying to solve. So that said, that’s a big mistake. But we’re not suggesting people should do it themselves, but give us one valuable free action that someone could take to not solve the whole problem, but take them a step in the right direction.
Heather Pearce Campbell 07:52
Yes, a step in the right direction is to get yourself organized. Go gather up what you do have in place. So, for example, maybe you’ve got a client agreement in place for your standard client services. Maybe at some point, you did put a privacy policy from a template generator site on your website. Create a legal file for yourself and go gather up the resources that you have. This will help somebody like me do an audit for you very quickly, right? You’ve got your stuff altogether. And also, if you haven’t done this, like, Tom, I’m sure you’ve got a million pages all over the internet, Tom, between landing pages, sales pages, webinar funnel, like all the things. Make sure you have all of your online real estates because that is where our IP lives, most of us in the online space, documented in a spreadsheet tracked by page.
Tom Poland 08:01
Excellent idea! Pain in the butt, but just so important.
Heather Pearce Campbell 08:35
You will feel so good when you’ve done even just that initial step.
Tom Poland 08:52
Right. Okay. Thank you for that. 70 seconds left, two questions to go, and one valuable free resource. Where can people go to find out more about what you do?
Heather Pearce Campbell 09:01
Yes, legalwebsitewarrior.com/legalbasicsbootcamp. This is a free, really mini, bite-sized legal basics boot camp that will walk you through a framework that I created that will help you quickly understand your business from a legal perspective.
Tom Poland 09:18
So, folks, it’s www.legalwebsitewarrior.com/legalbasics, plural, bootcamp. Go get it! 40 seconds left, Heather. What’s the one question I should have asked you, but didn’t?
Heather Pearce Campbell 09:33
You know, what is it that I wish people knew about legal that they don’t? A couple of things. One is that it is synonymous with business leadership. I joke with people that I deliver legal services, but what I sneak in is actually better business leadership. It is about it- because the entrepreneurs that I serve, don’t have in-house counsel. They’re not Starbucks and Nike, but they need to be leading their businesses in a very specific way, right? The other thing is how you-
Tom Poland 10:04
Five seconds.
Heather Pearce Campbell 10:04
Okay, all wrapped up.
Tom Poland 10:06
Alright. Heather Pearce Campbell, thank you so much for your time.
Tom Poland 10:11
Thanks for checking out our Marketing The Invisible podcast. If you like what we’re doing here please head over to iTunes to subscribe, rate us, and leave us a review. It’s very much appreciated. And if you want to generate five fresh leads in just five hours then check out www.fivehourchallenge.com.
11 min

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The Mission of Marketing The Invisible is to bring proven marketing ideas to professionals offering a service, advice or software and who want a weekly flow of inbound new client inquiries. We deliver one idea to boost marketing results using our “7 questions in 7 minutes”.

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