In this episode of the ROI Online Podcast, host Steve Brown interviews Will Leach, author of Marketing to Mindstates, founder of Triggerpoint, and CEO of the Mindstate Group.  Will’s background is diverse; he performed poorly as a student and was a military man before transitioning to a career in economics, focusing on future prediction.  From there, he went to Azusa Business School and studied market research.  While working in marketing, he began to draw connections between market research and behavioral psychology.  

Ultimately, Will found that rational economics, the standard tool in market research, missed a crucial component of effective marketing strategy.  It held that no change in the environment should mean no change in a population’s consumer patterns; however, it failed to reckon with the emotional aspect of the consumers.  In reality, consumers are shaped by emotional reactions, which is why appealing to such things as the scarcity effect and goal theory makes marketing more effective.

Given these realities, those marketing goods and services to consumers need to understand the customer’s higher-order goal.  Discerning this goal can take time, is often discovered by intuition, and can be determined through a process called laddering.  Appealing to a higher-order goal helps a marketer to build trust, empathy, and relationships.  In Will’s own work, he markets to mindstates rather than people, allowing himself to honor the complexities of real people.  His science-backed methods have proved enormously fruitful for him, and he is especially passionate about helping small businesses develop a consistent marketing strategy, and about helping entrepreneurs see that they can implement the marketing techniques he’s shared without a significant financial commitment.  

Learn more about Will Leach on LinkedIn and Twitter, and at marketingtomindstates.com.

Read his book, Marketing to Mindstates.

Visit mindstategroup.com to learn more about Mindstate Group

Read Steve Brown’s book, The Golden Toilet.


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In this episode of the ROI Online Podcast, host Steve Brown speaks with Patrick Hanlon, author of Primal Branding.  Patrick works with a number of large brands, and his unique book has grown in influence over time; the book has a perennial nature, and its popularity grew at a slow burn, rather than exploding onto the marketing scene in a flash and quickly growing obsolete.  The book grew out of Patrick’s perception that a number of brands were not representing themselves in as authentic and compelling a way as they could.  

In his book, he works through the code that underlies effective branding.  This code is common to all kinds of messaging trying to appeal to people, from that of a church to that of any business.  The seven components of the code are creation story, ceed, rituals, icons, sacred words, non-believers, and leaders.  The code is a strategic brand narrative, and understanding it helps consumers to gain a sense of familiarity and belonging.  The goal in working with this code is to fill in the spaces in a consumer’s mind in a way that makes more sense than the last guy did, drawing them into a business by drawing them into the business’s narrative.

Patrick’s work highlights the fact that even brands are communities.  In a culture today that prizes authenticity and community, Patrick has seen the primal code broadly and effectively used.  He continues to move on to new and exciting projects, such as his current work with IBM, and he even holds Primal live events.  Listen to learn how Patrick comments on senses as icons, primal code and its help in acquiring funding, expanding one’s influence as an author, and even the primal code construct applying to veterans returning home.

Learn more about Patrick’s book, Primal Branding.

Read Steve Brown’s book, The Golden Toilet.

Thinking of starting your own podcast? Buzzsprout’s secure and reliable posting allows you to publish podcasts online. It also includes full iTunes support, HTML5 players, show statistics, and WordPress plugins. Get started using this link to receive a $20 Amazon gift card and to help support our show!

In this episode of the ROI Online Podcast, Steve talks with Brian Burkhart about the world of entrepreneurship, unleashing your gift into the world (even when it isn't easy), and how important communication is when running a business.

Brian Burkhart helps people become true business communicators. After a wide assortment of jobs, including video production and driving the submarines at Walt Disney World, he discovered he had a passion for helping entrepreneurs discover their "why."

He started his business, SquarePlanet, to help influencers and thought leaders share their stories with the world in an engaging and inspirational manner. Along the way, he experienced some ups and downs himself. He learned how to take each mistake as an opportunity for growth and how to push through your failures. Today, he has worked with some of the biggest companies on the planet, including Amazon, Google, and United Airlines.

Brian loves to live simply and enjoys spending his time with his wife watching the sunset over the mountains in Phoenix, Arizona. He believes all entrepreneurs can get far if they take a moment to reflect on the little things they have to be grateful for every day.


Brian Burkhart is the founder of SquarePlanet:

https://www.squareplanet.com/
https://www.facebook.com/squareplanetpresentations/
https://www.youtube.com/channel/UCpHZ8UPA221odXLGeK14l7g


You can get a copy of Brian's book, Stand for Something: The Power of Building a Brand People Authentically Love, here:

https://www.amazon.com/Stand-Something-Building-People-Authentically/dp/1544502583

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In this episode of the ROI Online Podcast, Steve Brown interviews Jason Boyett, Amarillo resident and host of Hey Amarillo, a podcast centered on Amarillo locals. Jason has a background in advertising and writing, and he decided to start his podcast in order to help fellow Amarillo residents get to know local people. This was a calculated risk, as locally-focused podcasts are in some sense designed to not attract a very broad audience. But Jason has been pleasantly surprised by the positive response his work has received, and by the ways in which it has given him influence and helped forge connections between people. 

As a long-time follower of many podcasts, Jason considers the user-experience to be one of the biggest factors in a podcast's success. You can't have a good podcast without a consistent length, format, and frequency. He has personally overcome the challenges of starting a new podcast, including a lack of technical knowledge, the need for consistency, and determining what to talk about during the episodes.

One of the biggest benefits of podcasts he has personally experienced is that they can be formatted in a variety of different ways, giving podcast creators a lot of creative freedom. But Jason's Hey Amarillo podcast has provided some additional benefits that he wasn't expecting. He has built deep relationships with people in the Amarillo community he may have never met otherwise.

On top of hosting the Hey Amarillo podcast, Jason also works as a ghostwriter and copywriter for celebrities, publishing agencies, and other big brands. One of the biggest challenges freelancers face is the inconsistency of work, so he develops close relationships with clients, which allows him to maintain consistent patterns of work week to week. Jason has also published several books of his own, a fact that many of his close friends don't even know about.

Episode # 2 - Jason Boyett - Hey Amarillo Podcast

Jason Boyett is the host of the Hey Amarillo Podcast: 

http://heyamarillo.com/

https://www.facebook.com/heyamarillo

https://twitter.com/heyamarillo

Link to Steve's episode on Jason's podcast: http://heyamarillo.com/steve-brown

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In this episode of the ROI Online Podcast, host Steve Brown interviews entrepreneur Amy Foley, co-founder of Inbound Back Office.  Amy wears many hats as a wife and mother, business woman, and host of a marketing podcast.  One of the most unique things about Amy’s work is that her company is entirely remote; she believes strongly in the value of remote work, having seen its positive impact in her own life after being forced to work from home for a month to care for her child after an injury.  Amy slowly worked her way into fully remote positions, saw a need in the marketing field for trained freelance workers, built a team to help her meet this need, and eventually partnered with Michal Reynolds to create a fully remote company to come alongside other organizations.  
 

This company, Inbound Back Office, has been growing and expanding its influence since its founding.  This growth has forced Amy to adopt careful hiring practices, as she has had to balance the need for more employees with the need for workers who can navigate remote positions well and who possess requisite specialized skills for their positions.  Amy tells Steve about the team structures, avenues of work, and specific positions that now mark Inbound Back Office, and about what would characterize an ideal client for her.  

Steve and Amy discuss Inbound Back Office’s hourly rate model, the unexpected value of direct relationships between Amy’s employees and the companies they assist, and the heavy demand for content services, among other topics.  Amy is excited to share the goal she and Michael share to double their business in 2020; this equates to more companies helped and more people hired into remote positions that will prove beneficial in their own lives!  Finally, she is excited to share with the podcast audience the lesson she learned through her own family and business life: you can do hard things.

Amy is the co-founder of Inbound Back Office:

https://www.inboundbackoffice.com/

https://www.inboundbackoffice.com/podcast

https://www.linkedin.com/company/inbound-back-office/

https://www.facebook.com/inboundbackoffice/

Link to Steve's episode on their podcast:

https://www.inboundbackoffice.com/ep114-golden-toilet-money-roi-online

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Introducing The ROI Online Podcast, a fun podcast hosted by Steve Brown the author of the funniest book on marketing, The Golden Toilet, and created by ROI Online an internet marketing agency.

Steve Brown believes you, the entrepreneur, are the invisible hero of today’s economy. You fight hard to create value for your customers and provide jobs for over half of the American workforce. As an entrepreneur himself, Steve knows what you face today as you fight to grow your business. That’s why, on The ROI Online Podcast, he introduces you to forward-thinking business leaders you can enjoy meeting. As you listen to these fun conversations, you’ll realize you’re not alone. Many of your peers have faced similar business challenges and have come out on top. This is the place where you will meet other interesting heroes just like you and learn new perspectives and ideas that will help empower you as you journey towards success.

Thinking of starting your own podcast? Buzzsprout has the platform and the resources to start your podcast right. Following this link, https://www.buzzsprout.com/?referrer_id=867559 lets Buzzsprout know we sent you, gets you a $20 Amazon gift card if you sign up for a paid plan, and helps support our show.

If you need a little help, reach out to us here https://www.roionline.com/ and we'll work hard to get you the resources you need. 

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