Today's Growth Classics, Growing Business Today, Marketing your business for growth and success

We’re gonna stay on the theme of why exactly do people buy from other people? So if I was to say, does everybody listening to this podcast consider themselves a sales person. Usually when I do this from stage, I’ll get 10, 20% of people raise their hand. And then I go onto a little monologue that says, no, everybody raise your hand right now, because I think you have sold or are still selling on someone on dating you or marrying you.

So this episode is titled, Stories and Anchors Sell. I’m gonna repeat that. Stories and Anchors Sell. And even though the actual material I’m gonna talk about is not from Psychology of Selling, itself. This is definitely psychology of selling, psychology buying type of episode, no question. So, some of you hearing this know a little bit about our 23 year background in business.

Why will this episode be liberating? If your business is not growing or your division isn’t growing it is 100% your fault. Paradigm Shift I’m stealing it directly from Steven Covey. Dr. Steven Covey famous for the 7 Habits book. Ken relates a story of a father taking his kids to the train and they are completely crazy. It’s morning rush hour and the kids are not cooperating. Finally a woman who has had enough walks up and says “hey I get it I have kids so I appreciate it but can you please control you kids” and they man says “you’re right I am so sorry but I haven’t broken the news the kids but their mom passed away last night and I don’t know how to tell them. I’m afraid if I go and touch them I’m going to break down” People around the train heard the sentence. Can you imagine the paradigm shift that on that train in that moment? It changed their vision of the situation.

Some Science Behind How Google Ranks a Site. I’m going to give you the no-holds barred, here’s what works today. Here’s what Google’s looking for. I’m actually not going to give you the marketing techniques to grow stuff. I’m going to tell you how does Google work. The title of this podcast is, “How Google Works.” It really should be, and maybe I’ll change it. It should be, “How Google Ranks” or, “How Google Stacks.”

This technique we’re going to cover can be used in pretty much any company, any industry, and time. There’s no question if it’s applied, it can physically guarantee the growth of a company. It could stabilize a company. The best way to explain this, again as I do most of the time, is strictly through a case study. This happened to us in, I think 1999, matter of fact, it happened November, ’99, and it finished at the end of January, 2000. I remember that because MCI world com gave me a two or three foot crystal goblet type of thing, but before I get to that, and it has 2000 on it, so before I get to that, let’s back up. My phone rings one time in October, 1999, a gentleman named Steve is on the phone. He says, “Is this Ken Courtright?” I said, “Yes it is,” he says, “I have heard that you, or your company, has a unique ability to turn around a sales organization.”

For most people listening to this podcast, the fastest way to grow what you’re currently doing would not be to get on national TV, would definitely not be on radio, although radio still works. It wouldn’t be any type of large advertisement. I would say, for 98% of people listening to this, the fastest way to very large growth would come from some form of an endorsement. Some form of large endorsement. Some large organization. Some large body or person. It could even be a large magazine or newspaper giving their blessing to your product or service.

We are going to take the roof off of credibility in this episode. This episode is called Trust Trumps Everything. I spent almost all of 2014 doing a talk titled, Trust Trumps Everything. About a year, a year and a half ago, maybe as far back as 2 years ago, we were analyzing at that point our 400 website portfolio. We noticed some of the sites were drastically out earning some of the other sites with the same exact amount of traffic. They were all similar industries, so they were all insurance or mortgage. Same industry, had almost identical traffic across 10 sites except 2 of the sites were making a gob more money. I think some of them were 5 to 10 times more money and we were scratching our heads.

I had a hunch it was something called social proof, but at this point it was just purely a guess. Social proof is something where it is defined by saying that if the world says it is so, it must be so. Meaning if you say something, you are just a sales rep, if your website just said something, your website is the biggest sales rep for your company, nobody trusts a sales rep. If you say you are the best, nobody believes you. If the world says you are the best, if the media or the J.D. Power and Associates, some credible entity says you are the best, then you know what, you are probably even better than they are saying.

It Can Be Tough To Read Your Customers Mind

Hey, everyone, Ken Courtright here. Welcome back to Today’s Growth/Growing Business Today. I am Ken Courtright, your tour guide. This episode we are going to be handing out and explaining guide maps that can be used to grow any business at any time.
 Last episode we were talking about reading the customer’s mind. How would you know what new product to come out with? How do you know when it’s time to even shift industries, let alone maybe change jobs? We covered a couple of different tools, free tools from Google, that can be used to literally read your customer’s mind and tell you what you should come out with next.
 This episode we’re going to take it a step further.

Welcome to the genesis of the Today’s Growth: Growing Business Today podcast. Ken brings you the guide and the guide maps needed for you to get your business up and to the right. Growing business today is a challenge, follow Ken along on his journey to teach and entertain.