The Authority Builder Podcast

What if I told you that most of the marketing tactics you’re doing are a waste of time?
 
What if you could stop doing 80% of what you’re doing now, AND get even better results?
 
Interested?
 
In today’s episode of the podcast, I give you 3 principles to create maximum impact with minimum effort and complication. It’s the ultimate 80/20 for growing any company, and it took me most of the last 25 years to discover it. On the podcast we’ll cover...
Why “who” your clients are matters more than most everything else (and how to improve the quality of your clients)
The one thing that is more important than great copywriting, but overlooked by 90+% of entrepreneurs
How to think about client acquisition like an accountant
And more...

Today I'm pulling one of our most popular episodes out of the archives that discusses intense setbacks. Our guest, Joshua Long, looks back almost fondly at those times because he knows it shaped who he is today and allows him to see solutions when his clients can’t. Joshua is a consultant specializing in helping B2B companies overcome revenue plateaus, reduce risk, and experience rapid growth. To achieve those types of breakthroughs he looks at company culture, the mindset of owners and managers, and marketing strategy – specifically how you are positioned differently than your competitors.

Joshua has found that some business owners are actually sabotaging growth… without even knowing it.

Tune in and discover…

• The Bottleneck Breakthrough method for boosting growth quickly
• Why your support network – in business and at home – is key for entrepreneurs
• The mindset you need to overcome hurdles life and business throw your way
• How to “reprogram” yourself to get rid of toxic beliefs and create a new reality
• Ways to be a more effective manager – without more bureaucracy

Many moons ago at the age of 28 I was tapped to be the CEO of the small consulting firm I was working for at the time. Great opportunity, and BIG problem…

It was a great business, but all of our growth came from random acts of referral.

One month we’d get a bunch of referrals, the next, little to none. But, we had long-term recurring relationships so we didn’t feel the inconsistency in our business development.

But it scared the heck out of me…

I wanted to know that we had new clients lined up wanting to work with us.

This is very early days of the Internet so we still had these quaint little places called bookstores. So I browsed the local B&N and picked up the book that I thought would help us finally learn how to market the business…

It was like reading greek. But, it started my journey of trying to crack the code on how to position yourself to get clients who come to you, want what you have, and value it so much that they’ll pay a premium for it.

A little more than two decades after buying that book, I now know it’s all really simple. There are only 3 moving parts to attracting clients.

In this episode, we’re breaking them down. 

Inside we cover…

• The three phases of attention in selling
• Why marketing assets eat marketing tactics for breakfast
• How to reverse engineer a simple, reliable system for getting clients (without chasing the “gimmick of the month club” as one of our clients likes to say)

Over the years I’ve worked with business owners at nearly every level, from those just over the 6-figure mark, to businesses doing into 8-figures.

Some grow really fast, almost effortlessly. Others take what can be a painfully slow road.

I’ve been trying to figure out what makes the difference.

A famous old Wall Street Journal ad claimed that the difference was a subscription to the Journal, but I don’t think that’s it ;-) …

The true difference?

Confidence.

The successful, fast growing entrepreneurs have it in spades. And they manufacture more and more of it every day, allowing them to grow faster and faster. To take on bigger projects and unknowns.

The unsuccessful…they have some. But they’re often riddled with doubt. And they look outside to build their confidence (and are often disappointed).

Confidence is the “killer app” for entrepreneurs…

And what’s most interesting is how the highly successful manufacture their own confidence.

It’s all inside today’s episode of The Unstoppable CEO™ Podcast–The Ultimate Guide to Entrepreneurial Confidence. 

The #1 threat to your business in 2022 isn't the supply chain or inflation...

You biggest threat is obscurity. The clients you can help don't know you exist. For most small businesses this is the ever-present, seldom recognized existential threat.

So, going into next year, what's your plan to escape from being the best-kept secret in your market?

Today, I'm pulling an episode out of the archives that will give you a process and a plan for being "famous to the family" as Seth Godin likes to say. If you want to grow and serve more people in 2022, this episode will help.

1,767 days…

That’s how long we’ve published The Unstoppable CEO™ Podcast. 

And today we publish Episode 250!

When I started the podcast I committed to myself that I would publish weekly for 10 years. We’ve still got a long way to go, but as we approach the halfway point (just two months away) I stopped to reflect on what I’ve learned so far, and on the biggest benefits to publishing for 250 weeks in a row.

Here’s what you’ll find when you tune in today…

• The magic ingredient that trumps every hack, tactic, and shortcut ever discovered
• The little secret I use to keep motivated that you can use and copy today
• The one thing that’s lead to the very best episodes of the last (almost) five years

Have you ever stopped to think “why should anyone care” about you, your business, the thing you’re selling?

The truth is no one does...until you give them a reason to.

That reason is what I call your opinionated worldview.

Today on the podcast you’ll discover…

• What an opinionated worldview is (and how to create yours)
• Why you need one
• How your worldview acts to bring you better clients (and premium fees)
• The #1 ingredient your worldview must include to work
• And more…

If you’re getting caught in price competition, this is the way out.

If you’ve ever wanted to stop trading time for money and find a way to “productize” your services, this is the podcast for you…

My guest today is Max Traylor and he turns service businesses into productized, scalable, profitable firms. Max explains the key elements of the productization process, including: 

• The 3 levels to productize any service 
• Defining the MOST valuable service you provide 
• How to sell your packaged service 
• What you can do right now with your current service proposal 
• And so much more...

If you’ve been looking for more leverage, tune in to Max.

Replacing a lost client is 6-times more expensive than retaining that same client… and replacing a key team member costs 1.5 to 2 times that person’s annual salary. 

One of the fastest, easiest ways to put more money on the bottom line is to focus on retention.

My conversation with Lynn Thomas will show you how to take some simple steps that will have a big impact on employee and client satisfaction and loyalty, including:

• How to conduct “stay interviews” to avoid “exit interviews” 
• How to identify clients and employees in danger of leaving 
• One small act that is worth the equivalent of 30% of a person’s compensation 
• And much more

Retaining people--both clients and team members is more important right now than ever. This interview with Lynn Thomas will help you do both…

Listen Now...

Have you ever been frustrated by a prospect that just seems to string you along, never really making a decision?

Ever wonder how to get more of the people in your database to take a next step...now, not later?

In this episode of the podcast I walk you through my favorite technique for forcing prospects to make a choice. It’s easy and can be implemented by any business...today. And will have immediate payoffs.

Listen now...