Marketing The Invisible

Marketing The Invisible

By Tom PolandBusinessEducationHow ToMarketingManagement
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Marketing The Invisible episodes

  • Fixing Your Firefighter Management Problem: How to Break the Habit & Get Back to Doing the Work That Really Matters – In Just 7 Minutes with Alecia Huck
    Discover why it’s not a people issue but rather an infrastructure issue
    Learn how you can break out of that firefighting and do solutions that would actually work while growing
    Understand why hiring more, spending more, and working longer hours isn’t the right answer to your problem
    Resources/Links:
    To get more FREE awesome insights on how to keep winning while growing, click here: https://www.maverickandcompany.com/bigger-is-different
    Summary
    Do you feel like nothing is just ever working especially when your business is growing? Do you want to save yourself some time and money and find the best solution for this?
    Management isn’t all about training, hiring, and managing employees, it's also about looking into the structure of the business. It’s not always about the people, sometimes it's about the infrastructure.
    Alecia Huck is the founder of MAVERICK & Company and specializes in developing leadership teams and helping them spend less time-fighting fires and more time building what matters.
    Listen to what Alecia has to share on how you can spend less time, stress, and money on your management problem by diving deeper into your systems through her life-changing reflection and tips.
    Check out these episode highlights:
    01:44 - Alecia’s ideal client: Typically, the people that I work with. My specialty is going to be the executive teams of fast-growing companies. And those are typically between $5 and $75 million.
    02:40 - The problem she helps solve: So a lot of people start a company. You work really, really hard, right? You grow. And that's what you want-- both in size and, hopefully, in profit. And then one day, things just don't work the same way.
    04:04 - The symptoms of the problem: So you guys are gonna love this because you can't just say it's a certain revenue mark, and there's no number of employees-- it just varies too much from industry to industry. But there are five really good, reliable signals, right?
    05:44 - Clients’ common mistakes before consulting Alecia: They're going to think you can hire their way out of it. Right? I'll just get more people. They can add more cooks to their kitchen without better systems. And they'll spend money on things like software, right?
    06:41 - Alecia’s Valuable Free Action (VFA): So if you want to break out of that firefighting, where you're just running around solving problems, here's what I want you to do. It's really super sophisticated. See this? Get a sheet of paper out. Write good on it.
    07:20 - Alecia’s Valuable Free Resource (VFR): To get more FREE awesome insights on how to keep winning while growing, click here: https://www.maverickandcompany.com/bigger-is-different
    08:15 - Q: What do I want people to know? A: You don't have to be somebody you're not in order to win. You don't have to have a room full of binders. You don't have to sell your soul. You can win as you.
    Tweetable Takeaways from this Episode:
    “You don't have to be somebody you're not in order to win. You can win as you.” -Alecia HuckClick 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
    A very warm welcome folks to another edition of Marketing the Invisible. We're gonna have fun today. I'm joined today by Alecia Huck who is just a fun and interesting person and is one of the most intimidatingly organized people on the planet. She even has QR codes for things. I mean- it's just, yeah. And she's got one right there, see! She's, for those of you who don't know. Alecia, good day! A very warm welcome for Down Under, by the way. Where are you hanging out?
    Alecia Huck 00:36
    At Denver, Colorado! It's a beautiful, perfect fall day as we record this.
    Tom Poland 00:40
    7 min
  • How to Create an Unstoppable Flow of Income Through Digital Marketing – In Just 7 Minutes with Tom Antion
    Discover why you’re overpaying for website services when you could just do it on your own for less or even free
    Learn how easy it is to make your own world-class website without the expense, stress, and delays
    Understand why you should start investing your time in training and courses to help your business grow
    Resources/Links:
    Want to learn how you can automate your business for free? Click here: www.ScrewTheCommute.com/automatefree
    Summary
    Do you want to learn how to save yourself from stress and save some money by making your very own world-class website?
    Making your own world-class website and having an effective digital marketing strategy isn’t supposed to make you broke and stressed. Get back your time and business by investing more in your skills and depending less on others.
    Tom Antion never had a job, but he’s an Internet multimillionaire. He also has the only licensed, dedicated Digital Marketing school in the USA.
    Get an awesome over-the-shoulder experience of how Tom saves himself thousands of dollars by creating his own website and having an unstoppable flow of income through his amazing tips on digital marketing!
    Check out these episode highlights:
    01:15 - Tom’s ideal client: I actually have three of them. One would be a young person thinking about going to college. I don't know about Australia, but here, it's a mess! They're running up big student debts.
    01:52 - The problem he helps solve: The problem is that they lack online skills, and they want to farm out everything to everybody else without understanding what's going on.
    02:39 - The symptoms of the problem: They're overpaying for services is one of the big ones. And they're frustrated because there are so many delays when they're just hiring out all the things for their business, to other people.
    04:20 - Clients’ common mistakes before consulting Tom: They refuse to get their fingers dirty and learn some of these techniques because we make world-class websites like an 82-year-old lady's making world-class websites for $450.
    05:10 - Tom’s Valuable Free Action (VFA): One thing they could do totally for free-- now, I'm not endorsing this as "the end all", but Google has a digital marketing certificate course for free! It's a 40-hour course.
    06:07 - Tom’s Valuable Free Resource (VFR): Want to learn how you can automate your business for free? Click here: www.ScrewTheCommute.com/automatefree
    07:19 - Q: At my age, how do I keep my boyish good looks? A: Actually, you have to hire young tech-savvy, inexpensive geeks by going to your secondary school and finding all the kids that are tech-savvy, that are loving working on computers rather than cutting grass and selling burgers.
    Tweetable Takeaways from this Episode:
    “If you understand what's going on, you're not going to get ripped off.” -Tom AntionClick 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
    Hello, everyone, and a very warm welcome to another edition of Marketing the Invisible. I'm Tom Poland beaming out to you from the Sunshine Coast in Australia, joined today by Tom Antion. Tom, good day from Down Under, sir. Where are you hanging out?
    Tom Antion 00:22
    I'm hanging out in Virginia Beach on the East Coast of the USA.
    Tom Poland 00:26
    Sounds rather nice, actually. And how's the weather? You must be in the depths of winter, right?
    Tom Antion 00:32
    Yeah, but it's pretty moderate here. So today it was 55 degrees Fahrenheit, so it wasn't too bad.
    Tom Poland 00:38
    It sounds nice. Let's kick on, folks. If you don't know Tom, he's a bit of a legend on the internet. He's never had a job, but he's an internet multi-millionaire. And he has the only licensed dedicated Digital Marketing s...
    7 min
  • The 4 C’s to Generate High-Paying Clients – In Just 7 Minutes with Chris and Eric Martinez
    Learn what are the powerful 4 C’s you need to know that can guarantee traffic and business growth
    Understand why you also need character traits rather than just having the skill sets
    Discover how to conquer your limiting beliefs that are stopping you from achieving your full potential
    Resources/Links:
    Want to learn how to create dynamic and attention-grabbing content that will wow your audience? Click here: dynamicfitpros.com/contentmachine
    Summary
    Do you have something amazing and life-changing to share with the world but just struggle to reach your target market?
    Knowing your forte is important but learning how to spread that like butter is crucial too! It’s not always about the skill sets you have, but you also need to have the character traits like discipline, and consistency, in your forte or business.
    Chris and Eric Martinez help entrepreneurs become digital thought leaders. They are also the owners of Dynamic Fit Pros where they help coaches build and scale their coaching businesses.
    The dynamic duo, Chris and Eric, share what are the 4C’s that are crucial to know for your business in order to generate high-paying clients and provide sustainable leads anywhere every time.
    Check out these episode highlights:
    01:52 - Chris and Eric’s ideal client: Our ideal client is health and fitness professionals. So it could be anyone from a personal trainer to a nutritionist, registered dietician, CrossFit coach, or, you know, natural path coach, or even just someone that does holistic health and wellness.
    02:11 - The problem they help solve: So we help them create more income, impact, and independence, and actually have more faith over fear. And I say “faith over fear” just because there are a lot of health and fitness professionals and entrepreneurs too that like these days and age, we call it "FUD".
    03:01 - The symptoms of the problem: It's really the lack of skill set, you know, understanding how to be a marketer first and coach second, and really understanding how to sell, how to create a, you know, a Grand Slam offers to where it positions them to, you know, sell it for one to $3,000.
    04:51 - Clients’ common mistakes before consulting Chris and Eric: Yeah, so kind of to piggyback what Eric said, one of the big mistakes they make is obviously they can acquire these skills, right? Sales, marketing, social media, having an offer, all that stuff, but the character traits are the biggest things that they need to sit there and hone in on.
    05:53 - Chris and Eric’s Valuable Free Action (VFA): It's called the 4 C's to generate more leads. And this is something really just great to write down. So the first C is, you know, learn to create good compelling content, and just be consistent with that.
    06:39 - Chris and Eric’s Valuable Free Resource (VFR): Want to learn how to create dynamic and attention-grabbing content that will wow your audience? Click here: dynamicfitpros.com/contentmachine
    07:28 - Q: Us being identical twins, have we done a switcheroo in our classrooms when we are in middle school or high school? A: Hell yes!
    Tweetable Takeaways from this Episode:
    “I will take a coach that has the character traits first, and then teach them the skills secondly. Instead of them having the skills first and not having those character traits.” -Eric and Chris MartinezClick 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 beaming out to you from the Sunshine Coast in Australia, joined today by Chris and Eric Martinez. Guys, a very warm welcome from Down Under. Where are you hanging out?
    Eric Martinez 00:21
    Tom, what's going on?
    7 min
  • Create Your Book Without Writing a Word – In Just 7 Minutes with Michael DeLon
    Discover how can you turn your leads into ever-flowing conversations and into better credibility
    Assess if you’re giving more of who you are to your audience rather than what you do
    Learn why you should have a clear message before investing so much in your marketing
    Resources/Links:
    Want tips on how you can build your credibility with the magic of gifting? Click here: paperbackexpert.com/gifting
    Summary
    Do you want to find out how you can write your book without really writing it through your conversations driven by authenticity?
    Nobody wants to read the usual, so why not serve them up with something new? Adding a personal touch to everything you do, whether it’s the way you talk or present yourself, is actually more important than you think. It’s what makes people remember you.
    Michael DeLon is the #1 Amazon Best-Selling Author and America’s Foremost Authority on Credibility Marketing. He teaches business owners how to establish credibility and gain more new clients.
    Dive a little bit deeper into the world of authenticity and personal branding with Michael as he shares how you can write your book without really doing so through your conversations driven by your authentic self and story.
    Check out these episode highlights:
    01:22 - Michael’s ideal client: Well, Tom, my ideal client's that business owner who's always thought about writing a book, but never done it.
    02:13 - The problem he helps solve: So we've built marketing systems, step-by-step guides, that we give to our clients, and they implement them through our guidance so that they know how to use the book in lead generation, lead conversion, preconditioning, and referrals.
    03:12 - The symptoms of the problem: Yeah, having headaches, Tom, because they're banging their head against the wall, right, because they're frustrated with marketing. They're getting leads, but they're not converting those leads into conversations.
    03:56 - Clients’ common mistakes before consulting Michael: Well, the first one is they're trying to write their book on their own, right? They tried to write. That's not where you're making your best money. The real big one is they don't have a clear message.
    05:24 - Michael’s Valuable Free Action (VFA): Be personal. And what I mean by that, Tom, is too many people are trying to be what you think your audience wants you to be. And so you're hiding behind suits or letters behind your name. No, no-- be yourself!
    06:09 - Michael’s Valuable Free Resource (VFR): Want tips on how you can build your credibility with the magic of gifting? Click here: paperbackexpert.com/gifting
    07:18 - Q: How can you be guaranteed to make money as an author? A: In 20 seconds use us because when you work with us, I guarantee that you'll double your investment in two years, or I'll give you all your money back because I know our systems and strategies work.
    Tweetable Takeaways from this Episode:
    “People are going to buy who you are more than what you do. Be personal in your marketing.” -Michael DeLonClick 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 beaming out to you from the Sunshine Coast in Australia, joined today by Michael DeLon. Michael, it's a pleasure to have you here, sir. Good to meet you again.
    Michael DeLon 00:21
    Thank you, Tom.
    Tom Poland 00:22
    But good day from Down Under. A very warm welcome. Michael, remind me, where are you based?
    Michael DeLon 00:28
    I am in the United States, Little Rock, Arkansas.
    Tom Poland 00:31
    Arkansas, it's a wiper down in Australia. Hands across the water! So, well, folks Michael's superpower is he brings you credibility,
    6 min
  • How to Use Personality Insights to Increase Close Rates – In Just 7 Minutes with Collin Mitchell
    Discover how to make your clients feel like they are more than just a number through personalization
    Learn why you need to stop selling to the persona and focus more on the person
    Understand the powerful difference between personalization rather than using the generic sales messages
    Resources/Links:
    Want to know how you can put your sales in motion through personalization? Click here: humantic.ai
    Summary
    Do you feel like you’re lacking that cherry on top when it comes to your marketing and sales? Are you ready to find out how you can use personality insights to the next level?
    Personalizing the sales process is crucial in today's competitive business environment. This allows you to build trust with your customers and increase their loyalty to your brand, leading to long-term relationships and increased sales. If you want to stand out from the competition and build a successful sales strategy, personalization is key.
    Collin Mitchell is a go-to Market Leader with 3 exits under his belt and currently serving as the Chief Evangelist at Humantic AI where they are helping sellers personalize the entire sales process to build more rapport and close more deals.
    Channel your authenticity with Collin as he explains the importance of ditching the generic and adding a bit of personal touch into your sales and marketing processes that will guarantee you increase close rates, skyrocket sales, and happy loyal clients!
    Check out these episode highlights:
    01:28 - Collin’s ideal client: We serve, you know, various different sales organizations, but, the ideal client that we've, you know, seen to add a ton of value to is B2B sales organizations.
    01:44 - The problem he helps solve: There's a few, but, you know, overall the problem that we're solving for them is helping them to better understand their buyers and to change their sales process in a way that can be more authentic.
    03:01 - The symptoms of the problem: There are a few different areas that we see. You know, personality insights move the needle the most. But I'll focus on, sort of two of the most common, right, is top of the funnel. They're, you know, not getting a lot of positive replies.
    04:11 - Clients’ common mistakes before consulting Collin: So the biggest mistake that a lot of people make, just generally in sales is exactly what you said. You know, selling to the persona instead of the person, and that's just not authentic enough. It's not personalized enough at the level.
    06:06 - Collin’s Valuable Free Action (VFA): Start with understanding the different personality types of people and what you should avoid with each type. That's a real way to just take a little bite out of selling this way, before trying to take, you know, take it all on.
    06:33 - Collin’s Valuable Free Resource (VFR): Want to know how you can put your sales in motion through personalization? Click here: humantic.ai
    07:13 - Q: What are some of the results people are getting from you leveraging personality AI into their sales process? A: So some of the most common things that we're seeing, I'll just give you three, is a 236% increase in positive replies on outbound activities, a 36% increase in first-time-to-engagement, and a 6.7% increase in close rates.
    Tweetable Takeaways from this Episode:
    “The best place to start for folks to avoid making those sales mistakes is to know yourself first.” -Collin MitchellClick 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 beaming out to you from the Sunshine Coast in Australia, joined today by Collin Mitchell. Colin, a very warm good day from Down Under, sir. Where are you hanging out?
    7 min
  • The Coach Who Would Not Sell – In Just 7 Minutes with Annie P. Ruggles
    Discover how having the shiniest marketing isn’t always going to give you the road to sales and conversions
    Learn why objections are better than rejections and why you should listen to them instead of arguing
    Explore the importance of making your prospects feel empowered in order for them to make a purchase
    Resources/Links:
    Want factual tips on how you can sell without sacrificing too much? Click here: sellcoachsell.com
    Summary
    Do you feel like you’ve been chucking in so much money into marketing but nothing seems to work?
    Your marketing may not always be perfect and that’s okay. It’s crucial for you to listen to client objections for you to structure your marketing to what your audience wants. This can turn your promising leads into sustainable sales.
    Annie P. Ruggles is the Founder of the Non-Sleazy Sales Academy, the Host of Too Legitimate to Quit, and the Author of “The Coach Who Would Not Sell”.
    Dive into the world of marketing and sales as Annie shares how you can increase your sales by transforming your marketing into something audience-centric and sustainable.
    Check out these episode highlights:
    01:35 - Annie’s ideal client: Exhausted, over deliverers. Largely coaches, but not all. Super small businesses who have such a deep passion for service, but find that passion feels like it's in direct opposition with selling and profiting, raising their rates, negotiating, firing clients-- all that good stuff.
    02:22 - The problem he helps solve: I call it the "martyrdom of over-marketing". And that is what many, many, many service-based businesses do. We've been taught, and rightly so that we need to give, and we need to solve problems.
    03:37 - The symptoms of the problem: We already talked about burnout, that's a biggie. Poverty, that's a huge one. If your business isn't growing, or if you're spending more on your business and your business is making. I'm not talking about when your business is brand new.
    04:53 - Clients’ common mistakes before consulting Annie: They realized too late that they need to sell. They go out and buy a sales book designed for sales pits at larger corporations and it drives them crazy.
    05:54 - Annie’s Valuable Free Action (VFA): The number one piece of sales training that I absolutely hate is the school of thought that you should argue away objections. Objections are just people's misunderstandings expressed.
    07:17 - Annie’s Valuable Free Resource (VFR): Want factual tips on how you can sell without sacrificing too much? Click here: sellcoachsell.com
    07:52 - Q: Is selling manipulative? A: And the answer is yes! Selling is manipulative, but it's not manipulative without consent.
    Tweetable Takeaways from this Episode:
    “Lean into objections. Take it as an opportunity to prove value more deeply to get to know your client better.” -Annie P. RugglesClick 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 what will be a very energetic little interview. My name is Tom Poland beaming out to you from Sunshine Coast in Australia. This is Marketing the Invisible. I'm joined today by Annie P. Ruggles! Annie, good day from Down Under. A very warm welcome! Where are you hanging out?
    Annie P. Ruggles 00:26
    I am right dab smack in the middle of the US in Chicago, so hi from yesterday!
    Tom Poland 00:32
    Because it looks like Paris at midnight in the background?
    Annie P. Ruggles 00:34
    You know, that's because of my van, but yes, faking France well here in drizzly gray Chicago.
    Tom Poland 00:45
    Well, I can understand why you might want to be in Paris at midnight, yeah. Annie P. Ruggles, in addition to being just a bowl of fun, has this really, really very,
    8 min
  • B2B Growth Strategies That Actually Work (Shock!) – In Just 7 Minutes with Mason Cosby


    


    • Discover the perfect growth strategy just for YOU– and it’s not what you think it is
  • Find out why getting and getting more agency relationships isn’t the answer to your problems
  • Learn why you should set your goals and objectives first before the tactics and strategies

    • Resources/Links:

    • Want to know more practical growth strategies you can do? Click here: mojomedialabs.com/abm

    Summary

    Do you want to learn what the right and effective growth strategy is that fits you and your business?

    Getting more agencies isn’t the answer to your growth crisis. Establishing a clear goal and aligning it between your departments will put you one step closer to the answer.

    Mason Cosby serves as the lead for Business Development at Gravity Global. He ensures Gravity is constantly optimizing our marketing efforts, practicing what we preach to our clients, and making it easy for B2B organizations to create predictable revenue growth.

    Listen in to what Mason has to say on how you can find the best B2B growth strategies that guarantee ultimate and promising results that will leave you in shock!

    Check out these episode highlights:

    • 02:17 – Mason’s ideal client: So our ideal client, as you might imagine would be, predominantly B2B, complex clients that are often on a more global scale.
  • 02:58 – The problem he helps solve: At the core, especially as marketing is rapidly evolving, you likely need to partner with some kind of outsourced agency that can help provide some level of innovation. So if B2B organizations on a global scale are looking to partner with an agency for innovation purposes, they really got three options.
  • 04:08 – The symptoms of the problem: So I would say if you’ve got, obviously, an absurd number of agency relationships. So yeah, I think 20 plus. At that point, if you’ve got 20 agent relationships, there’s a likelihood that you have spread yourself too thin.
  • 05:23 – Clients’ common mistakes before consulting Mason: So realistically, everything that we’ve talked about thus far is essential, our agency and our value. But as far as mistakes from an actual tactical, practical marketing perspective, what most people think is, realistically, they are very tactically focused.
  • 06:39 – Mason’s Valuable Free Action (VFA): I think one of the best pieces of advice is when you are making out your marketing goals, specifically, also look at obviously, again, business level objectives, but also sales goals.
  • 07:35 – Mason’s Valuable Free Resource (VFR): Want to know more practical growth strategies you can do? Click here: mojomedialabs.com/abm
  • 08:15 – Q: What is Dracula’s favorite marketing strategy? A: A count-based marketing.

    • Tweetable Takeaways from this Episode:

    “Don't think tactic first, think the goal first. And then, actually, have clear objectives across customer acquisition, pipeline acceleration, and customer expansion.” -Mason Cosby
    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. I’m Tom Poland beaming out to on the coast of the Sunshine Coast, in fact, in Queensland, Australia, joined today by Mason Cosby in a very different part of the world. Mason, g’day. Sir, a warm welcome from Down Under. Where are you hanging out?

    Mason Cosby 00:25

    I am hanging out in Indianapolis and I was hoping you would say “Good day” because that is my favorite thing whenever I hop on calls with my friends in Australia.

    Tom Poland 00:32

    I can do one better. I can go, “G’day, mate!”

    Mason Cosby 00:35

    There we go.

    Tom Poland 00:36

    Let’s throw another shrimp on the barbie and get a cold one. You’ve been watching too many Crocodile Dundee movies, innit?

    Mason Cosby 00:44

    That and Instant Dream Hotel, but that’s another conversation for another day.

    Tom Poland 00:47

    Alright, isn’t it? All right. Well, it’s great to have you here, sir. Thank you so much for showing up, and humble apologies for asking to reschedule. Let’s kick into it! Mason serves as the lead for Business Development at Gravity Global. So he has an absolute obsession with practical growth strategies, which is refreshing because there’s so much BS stuff out there on the internet that just flat-out does not work. People want to take your money and go, “Trust me. Give me your money. And I’ll show you how to work” but it doesn’t work. He is responsible for ensuring that Gravity is constantly optimizing its marketing efforts. He’s a great believer and, obviously, preaching what he actually does to their clients. But making it not only just easy but actually more effective for B2B organizations to create and generate and scale predictable revenue flow. And I know, Mason, from my own small amount of work in this area, it’s a very deep rabbit hole. And it can get incredibly complicated. But I’m gonna be all ears to listen to what you’ve been discovering and proving that works. The title today, folks, is, “Business to Business Growth Strategies That Actually Work (Shock!). Because we know there’s so much out there that’s talk but doesn’t work. So Mason, let’s kick into it. Our seven minutes is going to start as soon as I find the clicky thing– now! Question number one, sir, who’s your ideal client?

    Mason Cosby 02:17

    So our ideal client, as you might imagine would be, predominantly B2B, complex clients that are often on a more global scale. So we can dive a little bit more into a bit about gravity, but at a high level, we are the world’s most awarded B2B agency that can truly provide full service across the globe, with six entertainers across four continents. So really trying to help and provide the scale for massive enterprise organizations that have really complex products.

    Tom Poland 02:46

    Thank you for that! It probably leads us nicely into describing the problem you solve. So we’ve got- it’s complicated for folks the like relationship. It’s complicated, but how would you define the problem that you solve for your clients?

    Mason Cosby 02:58

    At the core, especially as marketing is rapidly evolving, you likely need to partner with some kind of outsourced agency that can help provide some level of innovation. So if B2B organizations on a global scale are looking to partner with an agency for innovation purposes, they really got three options. Option one is you actually don’t go to B2B, you go to B2C because they have the global scale. And then again, it’s one agency vs conglomerates. Option two is you end up getting 15 different agencies and some people actually hire an individual that just manages agency relationships across 15, 20, sometimes we have a client that’s got 100 different agency relationships. And then option three is you go to these massive conglomerates in which you don’t actually really interact that much with people. It’s kind of a, just a, plug it in, plug it out. So we solve the B2B complex global scale, but we actually care. And there’s a human that you interact with on a day-to-day basis that wants to see you succeed.

    Tom Poland 03:53

    Thank you for that. We’ve got plenty of time left. Just over five minutes. Give me some of the symptoms, if you would. This is question three. An organization or an executive, what are they seeing? What’s going on in their business, it’s kind of like a clue that they should be reaching out to you guys.

    Mason Cosby 04:08

    So I would say if you’ve got, obviously, an absurd number of agency relationships. So yeah, I think 20 plus. At that point, if you’ve got 20 agent relationships, there’s a likelihood that you have spread yourself too thin. And what that actually turns into are two things. One, it’s very expensive, because all agencies have a minimum. So if you’re paying at least 20 minimums, you’re losing some cost savings, and then two, operational efficiency. Because when we operate all in-house, you send us the assets once and we can then share them internally. It’s on us to make sure that everybody internally is up to date. So where you would normally be meeting with 20 different agencies to say the same thing, you do it with one agency that then spreads that message to the entire team involved. So operational efficiency helps move faster and cost savings.

    Tom Poland 04:56

    Right. There’s a lot of money going out to a lot of agencies. It’s incredibly complex, and you’ve probably got a feeling that things are slipping between the cracks and are simply not optimized.

    Mason Cosby 05:05

    Yep.

    Tom Poland 05:05

    What would you say- I can guess one of the common mistakes that your clients have made before they find your solution would be, “Let’s just hire another agency.” So this is question four, are there any other common mistakes that you see that your clients have made before they find you?

    Mason Cosby 05:23

    So realistically, everything that we’ve talked about thus far is essential, to our agency and our value. But as far as mistakes from an actual tactical, practical marketing perspective, what most people think is realistic, they are very tactically focused. So they’re thinking, “What’s our Google strategy?” Like, “What’s our LinkedIn strategy?” And realistically, what you need is a holistic strategy that then breaks down into specific programs that have clear program objectives. What is our Account-Based Marketing Strategy program? What are our customer expansion program objectives? And again, from there, once you have high-level objectives, you can build out that strategy. And then the tactics just support the strategy. So don’t think tactic first, think the goal first, and then, actually, have clear objectives across customer acquisition, pipeline acceleration, and customer expansion.

    Tom Poland 06:12

    And so you got alignment across every platform, rather than trying to figure out something for each platform among the billion?

    Mason Cosby 06:17

    Yeah.

    Tom Poland 06:18

    Okay. So thank you for that. So, that covers a common mistake. Are there any practical tips you could give people? This is question five. In addition to starting with the overarching strategy, is there any top tip you could give folks that’s going to help them, it’s not gonna solve the whole problem, but it might take them a step in the right direction.

    Mason Cosby 06:39

    I think one of the best pieces of advice is when you are making out your marketing goals, specifically, also look at obviously, again, business-level objectives, but also sales goals. And what we’ve actually seen a lot of clients do in sales is have their own separate goal conversations. And marketing is having their goal conversations. And we talk a lot about sales and marketing alignment, but if there’s not a goal alignment, then how can you have that alignment? So I would, realistically, have a conversation at an executive level to say, “What’s the annual quota? What percent are we expecting marketing to deliver from a pipeline sourcing perspective?” If you can’t have that conversation, then realistically, you’re not going to find great success.

    Tom Poland 07:19

    Right. So often, there’s a wall between marketing objectives and sales objectives. And when the wall does come down, there’s a bunfight. So thank you, sir. 70 seconds left, a valuable free resource. Where can we direct people to get more of this?

    Mason Cosby 07:35

    So if you want, this is my favorite thing that we’ve ever done. So again, I work at a company called Gravity Global, but we were actually acquired. So back in May, I was part of a company called Mojo Media Labs that, in April, had hosted a day-long virtual event called, “ABM-A-THON”. So if you go to mojomedialabs.com/abm, you can find 20 ungated sessions that are about 16 hours of ABM-specific content.

    Tom Poland 08:00

    Yeah, this is pretty amazing! I’m on the website right now– best practices, understanding buyers, target, countless personalization, tech data and turning tech data into revenue, and so on. There’s so much more there. Thank you for that! 30 seconds left. What’s the one question I should have asked you but didn’t?

    Mason Cosby 08:15

    What is Dracula’s favorite marketing strategy?

    Tom Poland 08:18

    What is Dracula’s? You know, werewolves kill vampires, right? But let’s get off of that. Yeah. What is it?

    Mason Cosby 08:24

    A count-based marketing.

    Tom Poland 08:28

    Very good. Boom! Mason Cosby, thanks so much for your insights and your sense of humor. Cheers!

    Mason Cosby 08:34

    Thank you!

    Tom Poland 08:36

    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.

    10 min
  • How to Thrive in the Influence Economy using Influencer Marketing – In Just 7 Minutes with Kurt Uhlir
    Discover what’s stopping you from building more sites and securing multiple clients
    Learn why you’re not as right (in your business) as you really think you are
    Understand what the two life and work-changing things you should reflect on daily and weekly
    Resources/Links:
    To get more FREE advice on servant leadership, click here: kurtuhlir.com/MTI
    Summary
    Do you want to figure out how you can find the inflection point and build amazing income through influencer marketing?
    Working with real estate agents shouldn’t be as hard as you think it is. The secret really isn’t about figuring out the technology stack, but more of figuring out what your client needs as a real estate agent.
    Kurt Uhlir is a globally-recognized marketer, operator, and speaker. He has built and runs businesses from start-ups to over $500M in annual revenue. He has assembled teams across six continents and has been a part of a small team leading an IPO ($880M). He has also participated in dozens of acquisitions.
    Grab your coffee or tea and listen in to Kurt to find out how you can thrive and surf the Internet waves through website creation for multiple real estate agents with the power of influencer marketing and the right mindset.
    Check out these episode highlights:
    01:59 - Kurt’s ideal client: So in the past, I have worked across many different technology fields, but now I tend to be very focused on marketing consultants and agencies that work in real estate.
    02:23 - The problem he helps solve: Well, so often, when I talk to marketers that have looked at working in real estate, especially those who are building websites, they give me a response that goes, "God! Real estate agents and realtors are just difficult, and they're just painful clients to work with.”
    03:11 - The symptoms of the problem: Well, in some cases, I said, they mentioned, you know, they've started a work of a real estate client, and it was just extremely painful and seeing if they're gonna build a website, just kind of that digital hub, especially the influence economy, anything online marketing.
    04:24 - Clients’ common mistakes before consulting Kurt: They often think that they're right in their own businesses, not just like with what I mentioned, like those real estate clients. They haven't been able to grow through the problems they're having, whether it's onboarding real estate clients, growing their marketing agency, or even just growing their business operation-wise because they think they're right.
    05:56 - Kurt’s Valuable Free Action (VFA): For me, it is blocking time on my calendar for, kind of two, you know, retrospectives, personally. I know that the last thing that high achievers want to do is take time to sit and just stare out the window.
    07:28- Kurt’s Valuable Free Resource (VFR): To get more FREE advice on servant leadership, click here: kurtuhlir.com/MTI
    07:48 - Q: Is there anything else in my life that helps me keep on track for growing my business? A: Yes, I have two things that I do every- one every day and one every week. So when I do a daily office, I don't spend a lot of time, I just spend two to five minutes max every day just disconnecting and refocusing on my faith in God and what's important, life-wise, business-wise.
    Tweetable Takeaways from this Episode:
    “When I'm coaching people, I make them put on their calendar time for two things. One is, what could I be wrong today? And the second thing is, who's in your team can help you identify those things?” -Kurt UhlirClick 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
    Hey, everyone! Just a quick one. So the interview you're about to listen to with Kurt talks a little bit in the early stages about real estate agents,...
    7 min
  • How to Boost Your Charisma on Camera – In Just 7 Minutes with Howard Whiteson


    


    • Discover why practicing too much doesn’t make your presentations perfect
  • Explore how can you align your message and marketing to what you’re presenting
  • Engage yourself on how you can boost your charisma and confidence when going on cam

    • Resources/Links:

    • Want more FREE tips on how to improve your presentations? Click here: https://charismacoach.biz/f/free-voice-classes

    Summary

    Do you want to ditch the script and make your presentations flawlessly awesome without the stress and hassle?

    Practicing and practicing your webinars or presentations won’t make presenting any less hard– it will just dull up your webinar magic.

    Howard Whiteson combines decades of global communication coaching with professional performance techniques to unlock every nuance of charisma on camera for entrepreneurs who want to serve, sell and scale using video.

    Sit in, grab your drink and listen to what Howard has to share on how you can stop being camera-shy and boost your charisma when presenting your webinars.

    Check out these episode highlights:

    • 01:32 – Howard’s ideal client: So I help seasoned entrepreneurs who have gone as far in their business as they can go. And it’s really time for them to face their greatest fear which is going on camera.
  • 02:13 – The problem he helps solve: Yeah, so in my experience, Tom, there are two problems. One is that entrepreneurs can simply be so shy, and so nervous that they don’t go on camera at all.
  • 03:21 – The symptoms of the problem: So they either are so fearful that they procrastinate and just tell themselves, “You know what, I’m going to write blogs. I’m going to do audio”.
  • 04:07 – Clients’ common mistakes before consulting Howard: So there are a few things. Number one is people say, “Just practice, practice, practice”. But practice doesn’t make perfect, it just makes habitual. So if you’re making a mistake, and you’re practicing the mistake, you’re just going to become very good at making that mistake.
  • 05:35 – Howard’s Valuable Free Action (VFA): Well, a great start, people look at the externals of great presenters like you, Tom and they think, “Oh, my God, I wish I could get there. I could be as good.” And they try to imitate.
  • 06:59 – Howard’s Valuable Free Resource (VFR): Want more FREE tips on how to improve your presentations? Click here: https://charismacoach.biz/f/free-voice-classes
  • 07:32 – Q: Can charisma be learned? A: Many people feel that charisma is an innate quality, but it can be learned, Tom. And the number one reason I know that is because I’ve learned it.

    • Tweetable Takeaways from this Episode:

    “Many people feel that charisma is an innate quality, but it can be learned. The number one reason I know that is because I've learned it.” -Howard Whiteson
    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. I’m Tom Poland beaming out from Sunshine Coast in Australia, joined today by Howard Whiteson. Howard, it’s a pleasure to have you on the show! Good day from Down Under. Where are you hanging out?

    Howard Whiteson 00:23

    I’m hanging out in Shanghai, Tom.

    Tom Poland 00:25

    Are you through the lockdowns there in China or are you still sort of dodging it a bit?

    Howard Whiteson 00:30

    Still a little bit crazy, but, luckily, the weather is sunny and lovely. So I’m just going out and trying to ignore the mayhem.

    Tom Poland 00:39

    Stay clear of those protests, I suspect, would be a good idea. And, folks, Howard and I’ve known each other now for quite a few years, actually. And he’s a very, very talented person in many different areas. But the one I want to talk with you about today, Howard, is, the title is, “How to Boost Your Charisma on Camera”. Now, Howard, folks, has got decades of global communication coaching with professional performance techniques. He can unlock every nuance of charisma on camera for entrepreneurs who want to serve to sell and scale using video. I know from experience how clunky we can sometimes feel when the camera suddenly comes on and the red lights go. So I’m all ears to learn how you help with that. Our seven minutes is going to start now, sir. Question number one is who is your ideal client?

    Howard Whiteson 01:32

    So I help seasoned entrepreneurs who have gone as far in their business as they can go. And it’s really time for them to face their greatest fear which is going on camera. So that they can bring their radical truth or what I would call “charisma on camera” to the screen. And, as you said, to serve, to sell, to scale their business, one viewer at a time.

    Tom Poland 01:57

    Right! And I know you’re quite masterful at this yourself with your own subtle British way. But there’s so much that could help us unwrap, I suppose. So let’s go to question two, how would you define the problem you solve for these camera-shy entrepreneurs?

    Howard Whiteson 02:13

    Yeah, so in my experience, Tom, there are two problems. One is that entrepreneurs can simply be so shy, and so nervous that they don’t go on camera at all. Or for those of them who have walked the hard yards and got onto the camera, they can find themselves a bit trapped by their own methodical way of working and unable to break through to the next level.

    Tom Poland 02:36

    Let me just clarify this. Are you helping entrepreneurs with that problem, both in recording situations, as well as, when they are live on a webinar call or something like that?

    Howard Whiteson 02:48

    Yes. So the principles I teach would apply to lives. They would apply to reels and shorts, which are incredibly popular these days, as well as recorded material. Yeah.

    Tom Poland 02:59

    What’s a short or which?

    Howard Whiteson 03:01

    A short or a reel is on Instagram, for example. Yeah,

    Tom Poland 03:06

    Gotcha! Tik Tok, Instagram and so on. Perfect! Thank you, sir. Let’s go to question three. We’ve got over five minutes left still. What would you say are- what are the symptoms of someone who needs what you’ve got? What’s happening? Give them a heads-up that they need to reach out to you.

    Howard Whiteson 03:21

    Yes. So they either are so fearful that they procrastinate and just tell themselves, “You know what, I’m going to write blogs. I’m going to do audio”. Or when they go on camera, they start to sweat or go red or go blank or fear that they’re going to go blank. Or then for more experience, they may be spending hours scripting and re-scripting and then shooting and re-shooting and editing, adding in B roll so it can take a long time for them to produce a fairly short video.

    Tom Poland 03:53

    Alright. Yes, I’ve heard of people taking hours to do a two-minute video. So, we’re talking about entrepreneurs who are generally growth orientated. They’re going to have already tried stuff. What would you say are some of the common mistakes that people try before they find your solution?

    Howard Whiteson 04:07

    So there are a few things. Number one is people say, “Just practice, practice, practice”. But practice doesn’t make perfect, it just makes habitual. So if you’re making a mistake, and you’re practicing the mistake, you’re just going to become very good at making that mistake. Then I think another really common error is to feel that particularly on a sales video or one that’s designated high importance, people feel they have to script everything out and then they become very wooden. Their delivery and tone are obviously those of someone who’s reading a script and they just can’t bring themselves. They don’t feel aligned with their messaging and their marketing and the way that you want to talk about.

    Tom Poland 04:57

    Right. So this person perhaps has a wonderful personality but it feels like it’s all being filtered somehow or they suddenly turned into someone else. And that brings the charisma out, right?

    Howard Whiteson 05:10

    Yes, absolutely. So people say, “You know, I’ve got a great personality until the camera goes on” and then the camera goes on and my personality switches off.

    Tom Poland 05:22

    Alright. They’re sounding like a bank manager. Just to move things along because it’s just under three minutes left. Give us a top tip. This is question five, a valuable free action. It’s not going to solve the whole problem, but it might just get people started.

    Howard Whiteson 05:35

    Well, a great start, people look at the externals of great presenters like you, Tom and they think, “Oh, my God, I wish I could get there. I could be as good.” And they try to imitate. But the number one tip is before you go on camera, warm yourself up physically. So you and I both spend a lot of time in front of our computers. We get a lot of tension in our necks and shoulders. Just give yourself a little massage. Move your body. Get up and move around. Release some of the tension in your body and that will help you, simply, to relax.

    Tom Poland 06:13

    That’s fascinating! So the physical impacts on the mental will actually get your body relaxed and warmed up, and warms up the mind. Thank you for that! Question six, just under two minutes left, is a valuable free resource. Where can people go to find out more about getting their charisma out in front of cameras?

    Howard Whiteson 06:30

    Yeah. So now the very common issue people have is with their voice. They feel their voice is flat or dull or boring. Or if they’re speaking on a live for five, six hours, I’ve had clients doing that, they’ve always run out of steam. And so I’ve put together a free series of video classes. They’re all very short, three minutes and under, but they will help you to reach a professional level with your voice.

    Tom Poland 06:59

    Fabulous! And so folks, it’s, got the URL here, it’s www.charismacoach.biz/f, for Freddy, /free-voice-classes. There’ll be a link under the video if you’re watching the video—otherwise charismacoach.com/f, F for Freddy, /free-voice-classes. Howard, thank you for that! I’ve had a look at the page. It looks fabulous. Three video voice classes for no charge. Question number seven, sir, what’s the one question I should have asked you but didn’t, and the answer within 40 seconds, please?

    Howard Whiteson 07:32

    So can charisma be learned? Many people feel that charisma is an innate quality, but it can be learned, Tom. And the number one reason I know that is because I’ve learned it. So I was very shy, very introverted as a young man, and extremely nervous about any kind of public performance. And I’ve learned how to bring my personality to the screen. So it can be done.

    Tom Poland 07:57

    And that’s gonna make you the best teacher because the Earth has gone through the womb. Howard Whiteson, thank you so much for your time and your insights.

    Howard Whiteson 08:05

    Thank you, Tom!

    Tom Poland 08:36

    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.

    10 min
  • How to Build Workplace Cultures that People Want to be a Part Of – In Just 7 Minutes with Matt Davies
    Find out how building your workplace culture starts at the heart of your narrative
    Learn more about how you can unlock your brand’s potential through alignment
    Understand the importance of bringing accountability to the alignment of your workplace
    Resources/Links:
    Want to know how you can change the world through your brand? Click here: www.mrmattdavies.me
    Summary
    Have you been struggling with keeping your team aligned? Do you want to know the secret of how you can keep your team intact without the need for constant rehires or micromanagement?
    Rehiring isn’t always the answer to your problems. Building a workplace culture that will keep your team aligned and all ideas valued is crucial to the growth and success of your business.
    Matt Davies is a brand and culture strategist. He helps business leaders develop and align around powerful brand strategies which inspire. He was also recently listed as one of the UK’s Top 50 Business Advisors.
    Sit back and listen to Matt as he talks about one of the best strategies for saving your team and business– making a workplace culture through your narrative.
    Check out these episode highlights:
    02:12 - Matt’s ideal client: So I like to work with Maverick leaders, Maverick CEOs, usually, or it could be anyone on the C-suite who basically wants to make change happen. But when they look behind them, they just feel like they slowed down.
    03:03 - The problem he helps solve: I think what they see when they look inside their organization is misalignment. There is no kind of glorious kind of narrative that everybody's sort of pulling towards. Often, people are in it for themselves.
    04:10 - The symptoms of the problem: I think one of the biggest things is they see a lot of churn in the business. So I mean, this is quite an obvious symptom. There's a lot of people coming and going.
    05:42 - Clients’ common mistakes before consulting Matt: So really interesting. I think what some leaders do, you know, is that they try and fix bits, right? So they'll parachute themselves in, or they'll try and go in, and they'll sort something out.
    06:45 - Matt’s Valuable Free Action (VFA): So I've got a framework, which kind of takes people through what I call, first of all, "Finding the big idea". This is kind of known as your brand purpose.
    07:46 - Matt’s Valuable Free Resource (VFR): Want to know how you can change the world through your brand? Click here: www.mrmattdavies.me
    08:21 - Q: How many years did it take me to grow this beard? A: Many years is the answer. Many, many years!
    Tweetable Takeaways from this Episode:
    “You've got to find your big idea, which is at the heart of your narrative, and everything needs to ladder into that.” -Matt DaviesClick 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 am joined today by one of the world's great endurance athletes because this is actually the fourth time we had this interview scheduled. And with COVID, and it's all been my bad, I've had to ask Matt to postpone three times. So the fourth time's the charm apparently, Matt. A very warm welcome to the show. And thank you so much for your persistence.
    Matt Davies 0:34
    I'm so excited to be here. Thank you, Tom.
    Tom Poland 00:36
    Where are you hanging out? Whereabouts in the world are you?
    Matt Davies 00:39
    I am in a place called Carmarthenshire show which is in Wales in the UK. I come from London and the Midlands in the UK, and we recently landed here, but it's a lovely part of the world. Beautiful, lush green landscapes! So if you're in Australia, think about that.
    Tom Poland 00:54
    Beautiful! And what,
    7 min

About Marketing The Invisible

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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”.