The BIGGEST Marketing Mistake You NEED To Avoid


Copy, closing, speaking, that’s what we
cover here every single week as part of the weekly skills family we’re gonna be
going into something that works and is related to one two three all terrible
check mark all three of them all right all three of them here today I want to
give you two principles and I’m gonna reveal to you what it is that we’re like
the thing we’re gonna play with we’re gonna work with here today all right the
first principle we know we’re going over it is the best part is getting leverage
all right here’s what I mean by this when it comes to you influencing your
prospect closing a deal making a sale whether it’s on the phone it’s on a
video it’s through email copy or social media post or Instagram caption whatever
it is we want to make sure that we have leverage on the prospect and here is
what I mean your prospect doesn’t matter what industry that you are in they’re
not life waking up and thank you to themselves man you know I really wish
someone would sell me a guitar today I really wish someone would sell me a book
today I really wish someone would sell me
social media agency services today I really wish that you know I would get
called on my phone unexpectedly like no one wakes up and goes I wanna get sold
list on what they have is they have some combination of agitations or
frustrations in their life and it’s those things that for the most part they
wake up thinking about all right now it’s really important in marketing and
copying all this stuff that we don’t become our prospects meaning just
because your prospect wakes up and they’re worried about the bills and the
job and the fact that they’re not excited about the work anymore and their
relationships not going to well like just because they wake up thinking about
the frustrations in their life and that’s how it is for most people that
doesn’t mean you need to wake up that way right I wake up I’m thinking usually
about yoga to be perfectly honest I’m like I can’t wait to do yoga all right I
didn’t like frankly if I didn’t do what I did here I probably just just moved to
a mountain somewhere and just do yoga probably all fucking day all right so
like it okay to wake up and think about the
things you want to think about in fact I encourage it but understand your
prospects they have not evolved to that level yet what level is that
I’m not really sure but they just haven’t involved that level this is what
they wake up thinking about in fact many of you be perfectly honest you may wake
up thinking about the problems in your life as well the frustrations and here’s
the issue when we are selling to our prospect we are over here we know all
about our products and we know all about the benefits that it offers to them
because we think about our product all day and we think about the benefits all
day we’re trying to sell it all day long that’s what we’re thinking about all day
long and your prospect doesn’t give a fuck they could not care less about your
product they don’t care I don’t care what you saw they don’t care right
they’re thinking about their bills and they’re thinking about the job and
they’re thinking about the relationship and they’re thinking about you know why
the fuck did I eat two pizzas last night notice what’s not on this list you you
are not on this list and here is the problem here is the huge mistake most
marketers make we think of this is like a timeline when they are marketing to
the prospect they are talking about themselves or their product or their
service and again prospect doesn’t tear prospect cares about these things and so
if you talking about yourself your product your service that’s how you
start that’s what you talk about that’s where it goes in your marketing not even
phone and your marketing this right here is going to fall on deaf ears instead
and by the way you should be listening to me right now and you should be saying
to yourself duh dude this is so obvious duh of course you’re gonna talk of
course you’re not talking about their pain points and their frustrations of
course of course you would do that and yet most
of you don’t do it most people get this in theory not in practice if you get an
in theory like take your Theory go to Bank of America
tell them how ya grand of theory I’d like to deposit here
for cash can I do that and see what they say they you’re not gonna get shit it’s
about action it’s about execution implementation practice right it’s got
to put into practice and so people get this when I show it to him but they
don’t actually do it I look at their marketing they’re not doing it I look at
a lot of your marketing you guys don’t even know this I look at your email
sometimes the people who join the program and I go check your instagrams
just to see how your marketing yourselves your products and a lot of it
is very disappointing and I get really excited cuz I go once they start
consuming all of the trainings inside weekly their shit’s gonna explode
because they’re sitting on a goldmine hey why don’t you have the time you want
for yourself yet why does your job keep letting you down it’s because you have
been developed the high income skills yet to create your own high income
empire for yourself and your family so at the link below you now have me as
your personal mentor completely free for the next seven days you have a free user
name and password I’m gonna get started with you right away and if you love it
it’s only ten dollars a month after that are you paying more for Spotify and I
promise you Spotify is not going to change your life in your business the
way that this can never I can do this forever so hit that link and come join
us inside right now

What to say when a client doesn’t want to pay you | Tim Queen


You’re too expensive! I am not paying for that! How can you charge me that much? Ever had a client or potential customer who saw one of your quotes or invoices and they were super disappointed: Wow, how can you charge me that much money? Are you charging by the second? That just takes you 5 minutes of time. Why are you charging me that much?! Today, I am going to share my personal secret on what to say, word-for-word, to this person, so they shut up and pay the invoice immediately. Make sure that you follow me, so you get updates on future sales tips and marketing tips and strategies on LinkedIn right here! What you have to do if a client is not happy about the amount that you are charging and isn’t appreciating the value that you are bringing to the table, you tell them a story: A long time ago there was this beautiful, luxurious cruise ship. The problem was, the engine wasn’t working! They pressed the switch, and nothing happened! They brought in all the experts, but nobody was able to figure it out. They heard there was this one person, the best of the best. They called him up and asked for his help. He is walking around the ship, knocking against a pipe and then listens. He then walks into the engine room and takes out his screwdriver and tightens one screw and then the engine starts! A couple of weeks later the invoice arrives. It’s a really big sum of money, so the cruise company replies: Wow, how can you charge us $100,000? Can you explain your invoice, please? The expert responds: Screwdriver=$1, Knowing which screw to screw=$99,000. Just because something takes you 5 minutes doesn’t mean that it is worth 5 minutes multiplied by any imaginable hourly-rate. It took you 30, 40, 50, 60, 70 years to get that knowledge to get something done in 5 minutes and to learn that you just had to do this one change without messing up anything else. If you were working there and you would have spent three weeks to fix this bloody ship, the ship wouldn’t have been able to take off, and the company would lose money every week while the ship isn’t taking off. You should actually charge more if you can fix something like this in 5 minutes of time. It’s much more value! You want to charge in terms of value that you are bringing to the client. Charging by the hour is the worst thing you can ever do! If you do it at the moment, completely forget about it and switch to a different model. Communicate the value that you are solving when you are working with a client! Let me know below: How do you react when a client is questioning your invoice or quote? How do you explain it to them? Let me know in the comments below and make sure that you follow me for more awesome marketing and sales strategy tips here on LinkedIn and on YouTube!

How Former American Presidents Get Rich from Speaking at Corporate Events


You are watching the story. Every Monday we bring you a deep dive into the fascinating lives of incredible people. Welcome to ALUX.com! The place where future billionaires come to get inspired. If you’re not subscribed yet, you’re missing out. Hello Aluxers and welcome back. The president of the United States receives a $400,000 per year salary in office in addition to other benefits like an annual expense account, a $20,000 entertainment stipend, and a travel account. With salary and benefits combined, the total pay comes to about $550,000 every year. But, believe it or not, most former presidents can earn that amount in just a matter of hours giving speeches at corporate events. But exactly how much do former presidents get paid and which president was the first to capitalize on his presidential status after office? Today we’re telling the story of how former American presidents get rich from speaking at corporate events. But first, let’s look at all the benefits a president automatically gets when leaving office. After a president leaves office, the benefits of having held the office certainly don’t end there. In fact, it’s safe to say that former presidents are set for life. They receive a lifetime pension, which is set annually by Congress. As of 2018, that amount was just over $210,000. Presidents who resign also get the pension, but presidents who are removed due to impeachment forfeit all benefits. Former presidents receive seven months of transition payments in addition to the pension to assist with the transition back to private life. This amount is also determined by Congress. They are given staff and office allowances of up to $150,000 a year. They also receive free postage for life. All travel related to the former president representing the United States government is fully paid for. Other benefits include secret service protection, covered medical expenses, and state funerals. Yet, all these benefits add up to just a fraction of what former presidents make by giving speeches. So, let’s see where this practice began. The first president to capitalize on his former presidential status through paid speeches was Gerald Ford, who was president from August 1974 to January 1977. Ford was a strong believer in free enterprise, so when he found that corporations would be willing to pay to hear him speak, he ran with it. Ford started out charging $10,000 a speech, which then escalated to $20,000 and then 40,000. He was highly criticized by many who felt he was exploiting his position as a former president, but his response was that he was now a private citizen and it wasn’t anyone’s business how he made his money. Ford’s net worth upon entering office was $1.4 million. After leaving office his net worth eventually reached 7 million. In 1979, the Washington Speaker’s Bureau was founded, which led to skyrocketing speaker’s fees. The agency represents George W. Bush and his wife Laura today. But, let’s take a look now at the most recent presidents to leave office and how much they earn from paid speeches. The former president who has earned the most money from the paid speech circuit, along with his wife, is Bill Clinton. When Clinton entered office in 1993, his net worth totaled $1.2 million. Since leaving office in 2001, he and his wife have given more than 730 speeches for a combined total of $153 million. That’s an average of over $210,000 per speech. He personally gave about 650 speeches for a total of $132 million. About 40 of these speeches were given to big banks like Goldman Sachs for a total of $7.7 million. When Clinton was recently asked about his earnings from his speeches, he replied, “I gotta pay the bills.” Clinton’s net worth is now about $80 million. When George W. Bush was getting ready to leave office in 2009, he told a reporter that he planned to “replenish the ol’ coffers” by giving paid speeches. He mentioned that he could make ridiculous money and stated that his father, George H.W. Bush, made 50 to $75,000 per speech. When George W. Bush entered office, he wasn’t poor by any means. He entered office with $20 million, primarily earned through his oil business. Now his net worth is more than 40 million, and a good chunk of his post-presidential earning have come from giving paid speeches. In the 10 years since he’s left office, Bush has given more than 200 paid speeches at a cost of $100,000 to $175,000 per appearance. The total he’s earned from this part-time work is likely more than $30 million. When asked about his high-dollar speeches, Bush replied, “Everybody’s got to make a living.” The corporations Bush has spoken in front of vary greatly and include the National Grocers Association, the Bowling Proprietors’ Association of America, global wealth management funds, and universities. When Barack Obama entered office in 2008, his net worth totaled $1.3 million. Obama made about 20 million while he was in office, primarily from book sales. When he left office, his net worth was about $12.2 million. Since then, he has been presented with several opportunities that are majorly boosting his bank account. He signed book deals worth $65 million. He and Michelle signed a multi-year contract with Netflix for an undisclosed amount, but other similar deals have totaled up to $100 million. Obama also stands to make an unprecedented amount on the paid speech circuit. One of his first speeches after leaving office was a $400,000 60-minute speech for the Wall Street investment firm Cantor Fitzgerald. This was followed by another $400,000 speech for the money management firm Northern Trust Corporation. In his first 10 months out of office, he gave at least nine paid speeches, likely earning over 3 million dollars for approximately 9 hours of speaking. In May 2019, it was reported that he earned nearly $600,000 for a speech at a conference in Bogota, Columbia. His current net worth is estimated to be $40 million, but it is expected to continue increasing significantly year after year, largely due to the paid speeches. But why are corporations willing to pay so much for a one-hour speech? Why are corporations eager to spend so much money to bring in a former president to speak at their events? Well, in the vast majority of cases it certainly isn’t because the speeches are so compelling or even inspiring. It’s thought that most of the former presidents recycle the same basic ideas slightly customized according to the target audience. They can get away with this because most of the time their contracts state that their speech is not to be recorded in any way. But there are a couple reasons why former presidents are so in demand. For one, their fees can actually be lower than other celebrities like actors, athletes, and well-known inspirational speakers. Another reason is that former presidents are universally known, and those familiar names can be a big draw for a wide variety of events. There is also the chance that the media will report on the speech and give added exposure to whatever corporation is hosting. Public speaking is an integral part of many professions, particularly if you are running your own business. Whether you’re in front of a large crowd or pitching an idea one-on-one, you have to be able to communicate your thoughts effectively. If you want to brush up on your public speaking skills and learn from some of the most successful speakers in TED talk history, check out the book Talk Like Ted by Carmine Gallo. Even better, you can hear this insightful book on Audible without paying the $21 cost. Just go to alux.com/freebook and sign up so that you can get the audiobook version for free thanks to our partnership with Audible! While researching this story, we’ve come across this incredible quote from Ralph Waldo Emerson we’d like to share with you that goes like this: So never underestimate the power of your words and the importance of being able to effectively communicate your ideas. Now that we’re wrapping up this up, we’d like to know: Considering how wealthy presidents get after leaving office, Let us know what you think in the comments. And, of course, for sticking with us until the end here’s that bonus we owe you: Before the presidential pension was established in 1958, a number of former presidents struggled financially. One example is Thomas Jefferson, who sold over 6,700 books to the government for $23,950, which he used to settle his debts. And it was these books which helped form today’s Library of Congress. Thank you for spending some time with us Aluxers. Make sure to like and subscribe so you never miss another video. We also handpicked these videos which we recommend you watch next. You can talk to us on all social media or ask a question on our website ALUX.com! Thank you for being an Aluxer and we’ll see you back tomorrow.

How to Manage your Salary and Save (Animated Book Review)


This is the little Robert Kiyosaki, He has
two fathers, the first one, highly educated and intelligent, he was a professor. The other
one never finished the eighth grade. Both men earned substantial incomes. Yet,
one always struggled financially and left bills to be paid when he died. The other has
become one of the richest men in Hawaii, and left tens of millions of dollars to his family,
charities, and his church. In this book, Robert will expose the two points
of view of these two fathers. Both agree that education plays a major role in life. One
is convinced that the major studies are unavoidable. The other one thinks that becoming financially
smart will allow Robert to become rich. The problem with financial education, it’s a subject
that is not taught at school but rather at home with family. Unfortunately, most families teach their children
how to become poor. It’s not a lack of love for their children, They just don’t know how
to deal with money. As they have never read books like Rich dad Poor dad. If you are like me, don’t have a rich father,
try to learn from persons who are rich, and invest in you. Read books of Robert Kiyosaki,
Tony Robbins, Napoleon Hill, and Warren Buffett. In fact, to become rich is easy, no need to
do long studies in accounting to understand the principle. Two simple concepts you have
to understand. Asset and Liability. An asset is something that puts money in your pocket.
In return, liability is something that takes money out from your pocket. By thinking a little bit, we can see that
an object can be an asset or a liability. If you buy a car, for example, most of the
time it will be a liability. As you will lose money with it, and its value will depreciate
over time. But if you are a taxi driver, or you are a
commercial and your car improves your image and makes your business easier, then your
car can be an asset. If you own a house, and with bills of different
taxes and constructions takes money from your pocket, then it is a liability, however, if
you rent your home and makes you money at the end of each month, then your house is
an asset. This is a cash-flow pattern of a poor person,
person in a middle class, and a rich person. A poor person only spends money, we can’t
distinguish between their liabilities and assets but has only daily purchases to live. The person in the middle class will also spend
money, maybe a little bit more than the poor person. In addition to that, they will buy
things that will allow him to look like a rich-person but in reality, he buys liabilities,
such as, a nice house, and nice car. Many people will consider their home as their
most important investment. But most often, it’s going to cost them money. In contrast, the rich person uses its energy
and money to buy assets. The more these assets are going to bring money, the more he will
buy other assets. And by snowball effect, the rich people will become more and richer.
the poor people or people in the middle class will never get rich. In fact, the money you earn at the beginning
of your professional life doesn’t matter. You can earn 20,000 dollars/month and spend
all these money in trivialities, such as by buying a nice car, go to the parties, paying
fancy dinner, and so on… At the end of the month, you have nothing left in your pocket. In return, you can earn only 2000 dollars/month,
and reinvest all the money you have left in assets. By this way, you can become a rich
person over time, or even reach complete financial freedom. You don’t need to work anymore! Here, some examples of assets; real estate,
a stock market, business, or something that you have created, like a book that you have
written or painting that you are going to sell. Of curse, many people are going to say, invest
in real estate, in a business, buying shares, is sometimes too risky and you can lose money.
On the other hand, these kinds of people are not against buying a second flat screen television,
which is in 2 or 3 years won’t worth anything. Personally, I prefer to lose money on something
that could potentially bring me money instead of buying a second TV, which I don’t need. It the end, even if I lost money by trying
to buy or produce an asset, lessons received from my failures will be infinitely more rewarding
than spending 3 hours per day in front of TV programs without learning anything new. In summary: If you want to become rich.
Be financially educated. Learn from failures of rich people.
Learn how to limit your expenses. Focus on assets and get away from liabilities. This is my summary of the book rich dad poor
dad of Robert Kiyosaki. If you have found this video helpful, make
sure that you hit that like button, and if you are new to this channel, then hit that
subscribe button and the bell beside it. Thanks for watching and I’ll catch you in the next
one.

Top 3 Small Business Marketing Ideas, Authentic Marketing Strategies for Small Business


top three strategies for small business marketing.
Based on my ancestry which is Russian wouldn’t have the Russian Gulak in this case very serious, he will remind us how we have to work very
hard in your business to make money correct absolutely. He will also tell you that business is hard
work. And there is no fun in business. Hello my name is Vitaly Geyman and this is another exciting
episode of marketing sessions. Today we going to once again delve right into what is it take
to be an authentic marketing party you express yourself in a most natural and genuine way
and you will see it at work with my clients how they find they are on in a creative resources and
how I guide them towards expressing themselves in the most profound and natural way that is suitable
for them and their particular business. So without further ado, let’s watch. So on the series
note I have been a marketing manager for a big corporation for 10 years of my life and what
I realize business can be an amazing and powerful tool in our society on the other hand business
can be a very destructive to amount society prefers business corporations or formed in England
in 1930 something I don’t know the date but it was in 1800 to the Queen gave the business at charter
to be a Corporation, that’s why were corporate if and that means work operative where a group
of people come together to trade for the good of all and that’s the key. Originally, the charter
for corporations was to do go good for all. To do good in the world and what happened now under a
lot of unethical practices came and people lost their original motivation for business soul want
to remind you that business is it an amazing and powerful tool and that is what we going to
discuss today but I found this there are three things three secrets to business success from working
with all the 300 businesses as a business consultant” which I founded the first thing
that business miss is marketing. Marketing in a way that is genuine not the kind of marketing
that people get turned off by that agrees with their value set and aligned with what they want
to express in the world. The second thing and we going to talk about marketing a lot. 80% of
your business come from your 20% of the clients
but that is not what I’m talking about
business success depends on 80% motivation
and 20% perspiration, most people think exactly the opposite. They think
if you work hard , you will get what you want, but what I found was exactly the opposite. When
you are motivated and energized in what you do business is successful the minute they going
to Fiat contraction energetic physical contraction business goes the other way. The issues am
struggling with basically there to an SM that you mentioned but it’s same as you mentioned organization
and prioritizing because my business is all that complex in different areas. My tendency
is to do what’s fun instead of what needs to be done like billing customers following up on customers
and that kind of thing. So I know what you need you need Mr. Russian guy will it fit me. Beautiful
all yes he’s a natural Russian Gruver. But serious in the way you are having so much
fun that you forget the organizational thing in your business to get going. Well, did you enjoy
that then please subscribe to my YouTube channel as I will keep you up-to-date with all the latest
and greatest on the VitalyTV I also would like to invite you to www.vitalygeyman.com . Please
join us in the conversation, tell us what your challenges in marketing. What are your opportunities
coming up for your business. Also remember to subscribe to updates on the website and I’ll
keep you up-to-date on the latest strategies for small business marketing. And before we got
like to leave you with a quote. Find what makes your heart sing, seeing and create your music,
your authentic self and expression that is so natural to you because at the end of the day that is
what’s going to differentiate you from other businesses you have enjoyed this session then please
join me in a weeks time. But once again we will look at authentic marketing and that top three strategies
for small business marketing. Until then to your success.

Five Terrible Marketing Habits to Drop in 2020


My name is Cyndee Harrison and I am the
facilitator of the Marketing idea Exchange and I want to share with you
Five terrible marketing habits that should be dropped in the New Year of
2020. Now, before we get started, I just want to issue a really big disclaimer
that nothing in this quick online workshop should be construed as judging!
This is not a “nannie nannie boo boo” kind of thing. It is so easy to fall into
really bad marketing habits. You don’t have to be an archaeologist to be able
to know that marketing today is really really complex. If you are a small
business owner or a small business marketer or leader and you were running
the same business that you are running today just 20 or 30 years ago (not even a
full generation ago) then your marketing would have looked entirely different.
While you focused on the day-to-day operations of your business. One or
two times a year the Yellow Pages representative would pop in, you would
sit down and plan out your Yellow Pages ad for the year and then you check that
box. Depending on your business size and scope, you might also repeat
that same process with representatives from the local newspaper or radio and
television stations. You might even have billboards out on the highway. But what
you wouldn’t do is … you wouldn’t drive out to that billboard on the highway and
take notes of every car passing by and try to determine the ratio of how many
cars passed versus how many people actually stopped and slowed down and and
read your billboard. The surrounding environment the conditions that you were
running a business in just dictated that you kind of had a “set
it and forget it” model for your marketing. It was just naturally a lot simpler and
a lot more straightforward as compared to today when our marketing toolbox is
filled with really complex tactics. Like a real toolbox so some of these
tools work better if they can work independently and they have unique jobs
but others, they work better when they work together like a pencil and a level or
maybe there are some tactics who don’t work very effectively at all unless
they’re paired together like a nut and a bolt. And it is complex and it is
overwhelming and for each one of these tactics that we are presented with there
are all sorts of gurus and experts and we even have peers and people that we
know who will try to get us on board. They’ll say “Man you’ve got to try X! It
really really helped me grow my business” But that may have depended on a ton of
different factors, and so it’s easy to see why business owners and leaders and
people who are responsible for telling a brand story in the marketplace tend to
just find and continue taking that path of least resistance. I mean think about
it, when you find something that works you really want to stick to it. We
forget that unlike the Yellow Pages or a newspaper ad or even a television spot
that once we set it and once we did all the work to think about it, we could
count on the results being consistent whether they were good or bad or
otherwise. We could count on those results based on the way we built the
thing. Nowadays, marketing is very very different and the results for doing the
exact same thing can ebb and flow over time and it just becomes overwhelming.
Facebook is a perfect example. At one time, a business could
post something to their Facebook page and expect that the vast majority of
their followers would see it and consume it and then those folks would tend to
like it which would help other members of their community see it. Now,
Facebook’s own reporting tells us that around 8% of our followers are seeing
our organic content. Think about that! So that is why the habits that we formed
while we were trying to set it and forget it with our marketing need to be
changed and need to be addressed. And I’m gonna share five of them with you here
today. First is getting bogged down with the data. Now we in business all hear
about the importance of data-driven decision making and I’m a fan myself I
say this to my team all the time, that we need to make business decisions based on
the data, so I’m a big believer in it! But what happens all too often is that we focus
on the vanity metrics because the other stuff can just be so overwhelming.
Thanks to Insights for Facebook and Google Analytics we have ready access.
Even the most novice user has ready access to a ton of data, organizing it
and putting it to use in our business is very very complex and difficult. So it
can be really easy for us to just look at those likes and follows. Likes
and follows are critical because they need to lead to revenue growth. But
marketing only matters if it leads to revenue. So ‘likes and follows’ are
only important if they convert to dollars and cents … and they will, but not
by accident! Not without a plan. For that reason,
getting bogged down with the data is the first habit that I want to encourage
small businesses to drop in 2020. Instead, I would encourage you to focus
in on a very short list of key performance indicators or KPIs that you
can monitor and track and, here’s the thing, TAKEACTION as a result of what
you learn. Here’s one simple example that you can do in probably less than 10
minutes. Go to business.facebook.com and access your business page. You’re
going to find the tab for ‘Insights’. Now, full disclosure
once you click insights you’re going to open up a wealth of data and give
yourself permission to come back and revisit it all because there is a
treasure trove there. But let’s stay laser focused go to business.facebook.com access your business page click on ‘Insights’ and then click on
‘Posts’ and what you’re going to be able to tell very very quickly are three
important things that you can take action on today. First, you’ll be able to
see what times of day your followers are online and the action that you can take
as a result is from now on instead of just posting when it’s convenient, you can upload a post when it is convenient for you and schedule it
according to the times that your followers are going to be most likely to
see it and engage with it. That’s number one. You’re also going to be able to take
a look back at the posts that you’ve already shared to the page and be able
to see which ones get the most engagement, the most response. And then,
finally, what are followers in your community engaging with on
other pages? This is a really important exercise that is data-driven but it’s
laser focused and it helps you to actually take action based on the data
that you have access to. Next, video for the sake of video. That is the second
tactic or bad habit that I would encourage small businesses to drop in
the new year and here’s what I mean– the studies and statistics are
overwhelming: video posts to social media get about 120 times more
engagement than a regular text post, so why wouldn’t we go live early and often
on behalf of our brand? But the problem is that because it is so easily accessible we
tend to do so without a real plan. We don’t have a good plan for the beginning,
the middle, and the end of our video. We don’t always include a call to action. We
don’t have a clear purpose. And we can just sort of end up blathering and
that’s going to turn off our audience and really not reflect very respectfully
back onto our brand. It’s going to run counter in the long run to what we’re
trying to build as a brand. Instead, it’s really important that you
take on a video strategy. Live video shouldn’t comprise all of the video that
you share. While it is super important to go live from time to time
on behalf of your brand, it’s also important to share videos that are
optimized for soundless viewing. There is a growing number of people who are
consuming your content who aren’t listening with the sound on for whatever
reason. So it’s really important that you take a break and produce a video and
go ahead and take advantage both YouTube and Facebook (and other social media channels)
have really easy and free ways that you can add subtitles and captions. You can
edit them pretty easily and having those sound off video capabilities is really
going to express that you have a video strategy that’s more well rounded
instead of just hitting the ‘go-live’ button because it
easy. Because trust me, it’s always easy. Now, the third terrible …I keep stumbling on the word “terrible” it sounds so harsh. But this third bad
marketing habit that I really encourage you to drop in the New Year …
let me put it this way: I want you to think of the people that you most enjoy
spending your time with. They probably have a few common traits. But I’m willing
to guess that one of them is that they don’t spend the whole time that you are
with them talking about themselves. They lean in, they ask questions, and they
really communicate to you that they want to know ‘how are you?’ They want to see the world from your view. It’s pretty basic of a concept. And yet, we see small
business owners prattle on and on about themselves endlessly. And some of the
small business owners that I know who are guilty of doing this are the least
narcissistic most kind, humble people that you’d ever want to meet. So why do
we do that? Well it’s important that we shift, because the truth of the matter is
it wasn’t so long ago that communicating our experience–our credentials, our
expertise, was a really important part of marketing. So it’s easy to understand why
we’re doing it, but nowadays you really need to build brands, whether they
be personal brands or organizational brands, that are reflective of your role
and your soul. It’s really important that you tell the story of your business and
your brand from the perspective of how you serve your customers, your clients,
your patients, your audience. It’s also really important that you continually
give value. Your customers today have so many messages and so much noise coming at them from all directions that it’s really important that you add value that
is really going to answer a question that they already have.
It’s also important that when you do storytelling, you make your customer the
hero of your story. This is something that we really cover extensively in the
MIX platform, our coursework spends a lot of time on positioning the customer as
the hero of the story because it’s really not, frankly, something that comes
naturally to us as marketers all the time so it’s something that we have to
work at and grow as a habit and a practice. Finally, just make sure
that you’re constantly communicating ways that you can make their life easier.
Again, you need to center in on what is the burning question that they have. What
is their burning desire and how can you help them address that? Finally, you
just need to convey to them how happy they’re going to be after conducting
business with you. Now the next marketing habit that
needs to be dropped for 2020 is prioritizing Hacks over Humans. I see it
all the time. I see small business owners run a campaign where they’re going to
reward their employees for getting Google reviews. Or I see small business
owners buying followers … I mean there’s just an endless supply of hacks but the
fact of the matter is good marketing is centered on making the human connection
and if you’ll do that and build in digital best practices as part of your
standard operating procedures then the marketing becomes a whole lot more
smooth and natural. Here’s an example of what I mean, I want you to ask yourself
if a member of your team no matter what your business model, if a member of your
team failed to complete the sales cycle and collect a new customers payment
information, how long would you tolerate that? What would your response be
if a team member said to you, “ya know I’m sorry, I just got so busy I let them
walk out with the product and I just didn’t get their information. I don’t
know who they were and I didn’t get their credit card.” How long would you
tolerate that? Most small business owners would not tolerate that for a minute!
And yet, we asked our employees to please pretty please ask customers for
google reviews and then when they don’t when they’re too busy, we just accept
that. We just accept that as being okay. Citibank had a study that they released
that talked about their call centers. The incoming calls to their call
center had been recorded for years and all of their team knew this and it was
disclosed via recording at the beginning of the call. So the incoming caller knew as well,
so it was no secret this call is being recorded. But they made one simple change.They stopped playing the recording to incoming callers alerting them that the
call would be recorded. Instead, they required their operators, their customer
service people, to say aloud “Hi, this is Joe, thanks for calling Citibank I’m on a recorded line.” And as part of their script they had to disclose that
they were on a recorded line. Their customer complaints dropped dramatically
just by that one thing. Just by that one simple change in scripting. You know why?
Because that was a repeated reminder to their customer service representatives
of how important it is that maybe this recorded call will be later
reviewed by a member of my management team. This is a recorded line and so it
is going to change the interaction if I’m in a grouchy mood or whatever.
I better pull myself together and make sure that I take care of this customer
because I am being reminded that it’s on a
recorded line. Similarly, when you make asking for a review a standard part of your every
transaction operating procedure, it is not only going to … listen you’re probably
gonna have to ask 10 maybe 20 folks for a review before you get even one so
don’t hear me say that’s the only reason … but it is going to improve the
level of customer service of every single interaction every single day. It
is so worth it! So focus on the humans not so much to hacks. Finally, the
fifth terrible marketing habit that needs to be dropped in 2020 is “Posting
and ghosting”. So many small business owners are increasingly limiting their
marketing just to Facebook and they are missing so many opportunities.
They are leaving so much money on the table. They post it’s something that’s
easy to access, they can do it from their phone while they’re waiting in the
carpool line or standing in the grocery store and they can post something and
they feel like they’re checking a box. They just feel like you know what ‘I did
marketing today’. I did marketing! I’m good. And it’s easy to understand why. Like I
say, it’s easily accessible, it’s familiar to them, while you’re “doing marketing” you
can also touch base with your kids’ soccer coach or your cousin from
Albuquerque and and it’s just the greatest thing. But let’s look at it a
different way. I want you to consider that fact that I shared with you just a
moment ago that every time that you post something to Facebook only 8 percent of
your followers people who have raised their hand and identified ‘hey I do want
your future content’ only 8 percent of them are going to be served that post.
Now if you’re lucky and it goes viral then obviously that number goes up but
on average that number is still a tiny fraction so when you post to Facebook and you just stop there, then you are denying the
majority of people who have expressed interest in your business the
opportunity to consume that content. It’s terrible.
So instead, let’s look at it this way — I want you to instead begin thinking of
your website as the rock this is the foundation of your brand this is a brand
asset that you own. We could argue the smaller points about where the thing
lives or whether or not you’re holding it in your hand, but for the sake of this
conversation your website is a brand asset that you own and I want you to
think of it as a rock. And being a rock it’s down on the ground it’s not
terribly visible. So I have to do a couple of things — we have to always be
mindful of how this rock is going to show up in search engines so that’s
search engine optimization or SEO, right? There’s all kinds of things we should and could
do to get that rock a lot more visible. But we can also raise kites up into the
air so we take a kite we raise it up into the air and then we tie it down to
that rock now that’s going to get a whole lot more visibility because it’s
way easier to see it up in the air and then the string is going to lead
right back down to that website. Does that make sense? So your website needs to
be the repository of all information about your brand not your Facebook page
because the last thing you want to happen (and this happens all the time in fact you’ve probably experienced this) is I you the last thing you want to happen is
a customer sees something appear in the Facebook feed … maybe you’re having a sale, maybe you’re listing a product that they’d like to look at and they see it
on your Facebook feed but for whatever reason they just don’t really concentrate on it. Later, they go “Ah, what was that?
When is that sale? I’d love to go!” And now they have to hunt and peck. What we
know about customer behavior is they’re likely to go to your website and see if
it’s listed there. And it’s unlikely to be if you are using
Facebook as your primary marketing tool. Facebook is absolutely essential … don’t
hear me say it isn’t! I spend a LOT of time either working with customers or
training members of the Marketing Idea Exchange on how to optimize their
Facebook presence. I am not discounting its impact. It is critical depending on
your business model. But it cannot be the one true source of all information. So if
it’s worth posting to Facebook, you need to ask yourself — is this also worth
updating with a little blog post? And if it’s worth posting to Facebook is also
worth pushing out to our Instagram audience? And if so we need to tweak
those messages (nothing’s worse than just you know cut and pasting or
automatically posting one from another, it’s very obvious to any discerning user).
And then we need to ask ourselves is this content relative to our business
community? If so, then we need to consider putting it on LinkedIn!
If it’s a video then should it be posted to YouTube. We should be considering
these things asking ourselves these important questions. If this content
contains valuable information that has a link or URL is this something that we
should be posting to Pinterest? Listen if you sell products at your business and
you’re not posting them to to Pinterest, you are losing money all day long. And
then Google My Business. Now Google My Business is not
new, it’s been around for a long long time. And you should have claimed your
Google my business profile by now, but the capabilities of Google my business
are increasing all the time. If anything that you are posting to any of these
social media channels you really need to also be posting to your Google My
Business profile because there are increasing opportunities. Word is getting out a little slowly and it is only slowly
being adopted by most of the peers that are your local competitors. I would
really encourage you that anything that you post to social media, be sure
that you are also posting to your Google My Business page. And then finally email
marketing. It is so surprising how many small businesses don’t have a robust
email marketing system in place they’re posting posting posting to social media
and they’re just overlooking the statistics that tell them that they’re
missing the bigger audience. It is remarkable to me how commonly overlooked that is. If you only had to say 20 minutes a day to spend on your marketing,
then I would recommend that you skip … use that insights exercise that we just
talked about a little bit ago, find out what days your audience is most active
and just post on those days … invest your time on the off days into growing
things like your customer database. Because remember, your customer database and your website these are brand assets that you own (and again, own is a funny word
when we’re talking about digital assets) but they are assets that belong to you.
Facebook, social media channels, Twitter all of these all of these other channels
they do not belong to you and you have zero control over how your content is
delivered there. So spend some time investing into building your house
on the land that you own so that would be, instead of posting and ghosting,
instead of looking at Facebook as the be-all end-all, see it for what it is: It
is a tactic. In summary, use the data that you that you have available to you only
when you are going to commit to taking an action that leads to revenue. Always
post, whether it’s video or other content, when you have value to share. Posting for
the sake of posting is so 2019. In your storytelling, aim to answer questions
like how it’s going to feel and how glad you’re going to be that you did business
with us. Make sure that your customer is the hero
of your storytelling. Focus on connecting with humans instead of hacks. Don’t waste
your time on workarounds or tricking the system. Make sure that strong digital
tactics are a part of your regular standard operating procedures and again
Facebook may be critical but it is not a free-standing marketing strategy. It’s
like that bolt and the nut in your toolbox
they really need other tactics to work together to maximize your outcomes. I
have a free ebook that covers each of these five terrible marketing habits in
greater depth and I would really encourage you to download your copy of
it and share it with your team. It’s going to help you keep all of these
things at the very front of your mind throughout the year and then if you have
questions or comments want to explore these further then I encourage you to
join our private Facebook group. It’s easy to find, just go to Facebook and
explore groups. It’s called mix daily inspiration for
telling your story in the marketplace. I’ll tell you just really briefly a
little bit more about the Marketing Idea Exchange about our community we are a
membership-based group of like-minded business owners and leaders. 70% of small
businesses manage their own marketing and so if yours is one of them then you
may be one of us. The Marketing Idea Exchange is really really
straightforward. We are a membership. It costs ninety seven dollars per month to
be a member. This gets you access to all of our content. We have coursework, we
have calendars, that again are aimed at helping you make the most effective use
of your time. So we have calendars that have social media prompts some of them
have the wording and the graphic already prepared for you so you don’t have to spend any time thinking
“I’ve got to make this up as I go” we are a very strategy-focused organization and
so we try to streamline and remove obstacles for you. Effectively telling
your story in the marketplace so you can grow your business and transform your
life so you have access to our community, our coursework, our calendars, you have
access to coaching — we have a help desk. So anytime that you get stuck on
something, then you can just reach out to us and it’s our job to help you overcome
that hurdle or connect you with a resource that can. And then if you’re
wondering well who the heck is Cyndee and why does she speak with such
authority? What gives her the audacity to talk to me about marketing? She certainly
doesn’t seem like one of these online gurus that I’m always getting fed ads
for in my newsfeed. I’ll tell you a little bit about me. When I was a little
girl growing up in East Tennessee, all I wanted to be was a mama and a
schoolteacher. I am proud to share that after marrying my college
sweetheart, I was able to achieve both of those goals. We met at school. We lived in
Atlanta, Georgia for some time and then we moved our family to Detroit, Michigan
convinced that we would absolutely hate it and only live here a year. And that
was 20 years ago and I don’t want to live anywhere else!
I started as an educator and got a project really just by a friend of mine.
Ahe had just launched and an electronic medical records business and this is
about 25 years ago so it was it was very much like trying to sell a microwave to
a caveman — there was a lot of misunderstanding and people just didn’t
have any idea of what this was. The concept of having a medical record on a
computer was entirely foreign. And there was a lot of opposition and and of
course my summer break was coming up, I didn’t have children at the time, and she
says to me “I just need someone who can come in and help break down this very
complex product into smaller more digestible pieces. I need somebody to
help tell the story of what it is we’re trying to do.”
So that was my introduction into marketing. And it was also the beginning
of the end of my career as a teacher. And I have worked in some capacity in
marketing ever since. I’ve spent a lot of time in marketing agencies I have also
spent some time in Director of Marketing roles and throughout that time I have
also owned a couple of small businesses on my own including the one that I own
now as a marketing agency here in Metro Detroit. I’ll tell you a couple of projects
I’ve been involved with. I’ve worked with nonprofit foundations — this was a project
that I managed everything from a logo redesign and website launch
to collateral, we even produced a hardcover book. I worked with an
organization that had an entirely new concept in senior living this was such a
comprehensive project. I oversaw the team that
implemented the logo all the way up to hosting and facilitating townhall
meetings where we explained this new opportunity for this community. It was a pretty unique situation I spent a lot of time with auto dealer marketing. At one time I
was heavily involved in that market. You talk about learning a lot of fast and
furious lessons for best practices in marketing, just go work in an auto dealer
because the competition is insane and always a lot of fun.
Of course, I’ve done a lot of digital marketing. I still am heavily involved I
have several projects, in fact, and I’m so excited because one of the projects that
is a client of mine has Google Ads that my team has been overseeing for
them for several months was just selected to be a part of the Google
Acceleration Program which is only offered to just a tiny select few of the
many many many countless advertisers who are a part of Google’s platform. This is based on performance — t’s like performance and possibility. So the
awesome thing is … I am out there. I am doing this every single day. Every single
day, I am connecting my clients traditional and digital and PR in order
to get results for them and then I am able to bring all of those lessons
learned back to the MIX community and share them as best practices. Now I am a
big believer in the importance of good community relations and one of the
things that I really enjoy teaching as part of our Marketing Idea Exchange
coursework is media training and how to build that rapport with the local media
and then of course what to do if you find yourself in the unlikely but also
really really intimidating situation of having a negative media experience my
heart is in training and that’s why all of the coursework that’s a part of the
Marketing Idea Exchange is supported with resources and templates and case
studies. I cite my sources, I offer books, and insights, and you never
have to feel like this is one “gurus” approach or this is one person who was
successful in one experience and this this is all just all of your eggs
are in this one gurus or expert’s basket. It’s not that way at all. I offer you
what I know, and then we collaborate and we share
from our peers because all of these marketing tactics are shifting and
changing and the results are are moving all over the place it’s a constantly
moving target and it always has been, but that is increasing at an
unprecedented speed I really don’t know any other way that anyone could
singularly claim that they are keeping abreast of all of these things. I’ll tell
you really quickly just about the Nexus of the Marketing Idea Exchange it was
2008 and I had a large book of business full of small business owners and
leaders a lot of those auto dealers and we were terrified. Metro Detroit was hit
first and particularly hard by the economic conditions and I just wanted to
help. I knew that the advertising tactics that
we were doing were working, you know, in large part, but it was a
terrifying time. Nowadays, being an entrepreneur is like almost a cult
hero. But in those days, it was a terrifying seat to find yourself sitting
in. So I invited some folks to lunch and I just wanted them to connect with
one another and to feel that they weren’t alone. And that was the beginning and end of it, or so I thought. But once we got in that room, and people started sharing their
stories and sharing the simple … a lot of a lot of cheap and free and easy tactics
that had helped them. Then we began to work together and as a group, we survived
those terrible economic conditions and we thrived. And actually … this is the only
I can’t believe it, but this is the only remaining invitation that I could come
up with, but it was a reminder that we did this for four years and you
know, it was the most meaningful thing and I loved every minute of it. And
then one business that is local to Detroit needed some help.
I was actually between client meetings and I was with a colleague and we drove
past a pawn shop and he goes “Whoa!” He’s running the car off the road
and he’s like “I didn’t know where this place was! We have to go in!” And I
have never heard of this reality show that’s being filmed in Metro Detroit. I
have never been in a pawnshop, what the heck? So we walk in and that was how I
met American Jewelry and Loan and the Gold family. And Les, in this picture
here was in the midst of writing what would go on to become a New York Times
bestselling book. My colleague, by the way, was so
starstruck we walked in and he turned to me and he says “Get their business!” and so I start attempting to do exactly that. So I start reaching out to them and
little could I have predicted that I would end up
spending almost six years with them! In addition, to I was able to be
involved in his New York Times best-selling book tour including his
appearance on Good Morning America in the middle of Times Square which was an
amazing project to be a part of. I also was responsible for just the day-to-day
marketing and advertising on behalf of their three local stores and we did some
incredible things. We were regularly on Good Morning America, CNN, The Today Show, and then of course there were limitless international opportunities. It was a
wild wild scene and it was so wild, in fact, that my local hometown paper wrote
I wrote a news story about my wild job and I loved every single minute of
it … including this minute. Now this is a picture of me having walked onto a live
set in Italy. This is the number one morning television show in all of Europe
and it was live streaming to millions of people and I walked right on, thinking
that they were on commercial break and actually it’s a pretty casual set so it
probably would have been just fine except for the fact I have no poker face.
And so I always have to laugh that’s one of my most embarrassing moments! But all
good things must come to an end and of course that includes reality television
shows. And so, I started thinking… you know … What’s next for me? And so, on February
6th 2019, I launched MIX: Marketing Idea Exchange in a new forum. It’s online, now
the technology is obviously a whole universe ahead of what was ever
available to us back in its original form. And it has been incredible! Our
founding members have been so helpful and we have really tested and proven our
approach so that we can build something that is an unprecedented value to our members and the people who take a
chance on us and become a member of our community. Speaking of community, I just
added Nicole to the MIX and should you become a member of Marketing Idea
Exchange! I’ve known Nicole for years and have
loved her and you’re gonna to grow to know and love her too. And then another
thing that’s coming up for me in the year 2020 is I’m also going to be
involved in the editing of a magazine for the pawnbroking industry (so see, I
still get to have a lot of fun with that industry that I spent so much time in!). That’s the Marketing Idea Exchange in a nutshell and I guess what makes me …
I am the facilitator as I’ve mentioned and unlike most small business owners
learn marketing that really works as a part of running their business for me
it’s all I’ve ever done. When you market on behalf of
yourself (this is true for my own business too) when you market on behalf of yourself, you’re pretty forgiving when things
don’t go so well. But for me, my experience in marketing is that my success is my paycheck. And if I put together marketing campaigns that fail for my clients either today or over the past 20 years, then that is the end of that client
relationship for me. That’s the end of my paycheck. And so when I talk about
measures of success for marketing tactics, it’s because I really know that
has paid my bills. I have helped raise my family based on the results that I’ve
been able to get for clients. So I take these things very very seriously. That’s
not to say that MIX is the right fit for everyone. In fact, I invite you to visit MarketingIdeaExchange.com. I’ve got a whole list
here that I know you can’t read right now but there’s a whole list there of
who it is and it’s not a fit for. If you want to learn more, it’s easy to get in
touch with us just schedule the time and we’ll very happily take you on a tour of the
platform and answer any questions that you have and then of course there’s
always a 30 day free trial money-back guarantee. There’s never any questions
asked. So that’s a tour of Marketing Idea Exchange, a little bit more about our
history, and about me. I invite you again to download the e-book I really
hope you enjoy it. I’m so grateful to spend this time with you today and I
will look forward to seeing you in the MIX!