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Have you ever wondered why some businesses seem to have a magic touch when it comes to converting leads into sales? Well, buckle up, because we're about to dive into a podcast conversation between Peter and Chris Goldman, a business coach and marketing strategist, that's as enlightening as it is entertaining. They discuss the art of lead conversion, drawing insights from Allan Dib's book, "The 1-Page Marketing Plan." The conversation starts with a bang, defining leads as potential customers who have shown interest in your product or service. But here's the kicker: they compare the process of converting leads into sales to buying a gumball from a gumball machine. Yes, you read that right. A gumball machine. Apparently, people buy from companies and individuals they know, like, and trust, just like they would trust a gumball machine to dispense a gumball after they insert a coin. Who knew business could be so... chewy? Next, they discuss the importance of positioning your brand, product, or service correctly. They share a hilarious story about a world-renowned violinist, Joshua Bell, who usually earns a thousand dollars a minute for his performances. But when he played at a subway station for an hour, he only made $32. Why? Because the commuters didn't recognize him or understand the value of his music. It's like playing Mozart at a Metallica concert – it just doesn't fit. The conversation then shifts to the importance of value in your products or services. They argue that businesses should not just sell a service or a product, but also sell themselves as a guide, a champion, and a helper for their customers' success. It's like being a superhero, but instead of saving the world, you're helping customers find the perfect product or service. The podcast ends with a discussion on transitioning from a pest to a welcome guest. They emphasize the need to bring value to customers' lives and position oneself as a helper rather than someone desperate to make a sale. They compare it to proposing marriage on a first date – it might work once in a blue moon, but it's not a strategy you want to stake your business on. Chris shares his experience with door-to-door sales. He explains that the key to success in this field is not to be a pest, but a welcome guest. He shares a quirky technique that involves knocking on the door four times (apparently, any more or less is a turn-off), backing away from the door, and looking down the street. As tempting as it is to peek through the window, he advises against it. Let the homeowner size you up first. When they ask, "Can I help you?" that's your cue to introduce yourself. It's like playing a game of "Knock, Knock, Who's There?" but with the potential to make a sale at the end. This unconventional approach turns the tables, making the homeowner the initiator of the conversation, and positioning the salesperson as a responsive helper rather than an intrusive pest. So, if you ever find yourself selling door-to-door, remember: four knocks, step back, and let them make the first move. It's a dance, not a sprint! In conclusion, converting leads into sales is not just about making a quick sale. It's about building trust, positioning your brand correctly, and providing value to your customers. It's about transitioning from being a pest to becoming a welcome guest in your customers' lives. And if all else fails, remember the gumball machine.

We delve deeper into Allan DIB's revolutionary book, "The 1-Page Marketing Plan," turning our focus to nurturing leads. Remember, marketing is a journey comprising three phases - the before, during, and after phase. Today, we're stationed in the realm of 'during', the crucial juncture when your prospect already knows you, and you've got their attention. Our discussion is anchored in Chapter 5 - nurturing leads. In the preceding episode, we ventured into the art of capturing leads, a method of getting potential clients to willingly part with their information, creating a gateway for your follow-ups. With email being the most efficient prospecting tool, we're keen to explore the digital strategies for nurturing leads. Every time you click on an enticing ad and submit your email for more details, you essentially subscribe to a company's lead nurturing program. The firm stores your details and initiates various campaigns aimed at securing your patronage. But here's the key: knowing who your target market is and understanding their purchasing readiness is the cornerstone to effective marketing. Many companies focus solely on the immediate 3% ready to purchase. But an often overlooked, yet significantly larger section of the market is the 30% who may be interested but aren't yet ready to buy. That's a tenfold increase in your market base. Nurturing these leads requires consistent engagement, value addition, and refrain from hard-selling to avoid alienating them. Successful nurturing means when they're ready to buy, they think of you first. How? By offering compelling, valuable content via emails, blog posts, and social media. The first content type we explore today is the "Honest Buyer's Guide" concept, borrowed from the prolific marketer Seth Godin. Picture it as the ultimate guide to your service - dentistry, law, accountancy, roofing, plumbing, or home remodeling. The goal? To help your leads navigate their needs, with your brand as their trusted companion. In this journey of nurturing leads, patience and understanding are vital. Winning over the 30% who are 'interested but not yet ready to buy' might be a slow process, but remember - it’s these relationships that often prove to be the most enduring and profitable in the long run. Your persistence and care will pay off when they're finally ready to buy, and it's your name that will be at the forefront of their minds.

You've got to stop hunting for quick sales and instead, think like a farmer - cultivate potential customers who might not be ready to buy right now but could be valuable in the future.  And how do you do that? With the sneaky yet super effective "ethical bribe."  This means offering your potential customers irresistible goodies like e-books, webinars, or tip sheets, in exchange for their contact info - a magnet for leads! Learn 3 things every business owner needs to know about capturing leads.

Marketing is an essential aspect of any successful business, but with so many platforms and channels available, it can be overwhelming to know where to start. In the fourth episode of our series about “The 1-Page Marketing Plan” by Allan Dib, we delve into the third box of the plan, which covers how to reach your prospects through effective advertising. In this episode, business coach and marketing strategist Chris Goldman joins host Peter Wilson to share expert insights on the best advertising strategies for your business. Here are the main takeaways from their conversation: Identify your target market and craft your message before investing in advertising. Avoid wasting money on advertising that doesn't resonate with your prospects. Think like a farmer, focusing on long-term value rather than quick gains. Have a website to serve as your online real estate. Identify where your prospects are most likely to be found, such as through Google search ads. Implement call tracking and form submission tracking on your website to measure the effectiveness of your advertising campaigns. Focus on getting the names of your prospects, rather than just getting your name out there. Utilize various platforms for effective advertising, including social media ads, video ads, radio, podcasts, and even snail mail advertising. By following these key steps, you can develop a well-rounded marketing approach that avoids over-reliance on a single method. The 1-Page Marketing Plan by Allan Dibb provides further guidance for businesses looking to achieve marketing success. If you're interested in learning more about how to develop a successful marketing plan for your business, book an appointment for a free coaching session with Peter and Chris today. They'll provide personalized insights to help you reach your target audience and achieve your marketing goals. [Book Your Free Coaching Session]  

Want to learn how to craft the ideal marketing message for your business? As part of their continuing series on the “1-Page Marketing Plan” book by Alan Dib, Chris Goldman and Peter discuss the right way to create messaging that resonates with your customers. Tips on crafting your ideal marketing message include: Focus on being clear and authentic before being cute and clever Understand the customer, the company, and the problem being solved Create a coherent message to prevent customers from focusing solely on price Emphasize benefits of working with the company and consequences of choosing alternatives Aim for transformation in customers’ lives through the business offerings Recommended resources: One Page Marketing Plan by Alan Dib Building a StoryBrand by Donald Miller Narrative Gym by Park Howell and Randy Olson

Peter interviews SEO expert Paul Lee about the impact of AI, specifically generative AI like ChatGPT, on SEO and content creation. Paul shares that while AI has gained significant attention and has become more advanced, it's not going to put SEO experts out of business. Instead, he believes AI can be a useful tool in the content creation process. Paul mentions that Google has stated there is no penalty for using AI-generated text, as long as the content is helpful. He has used AI to generate topics, subtopics, and questions related to specific subjects but found that it produces generic text when asked to write complete content. AI can be valuable in initial research, especially when the writer is unfamiliar with a topic. However, Paul warns that AI-generated content should be checked for accuracy, as it can sometimes provide confidently incorrect information.

Is the “ideal customer” for your business anyone? If so, you are making a big mistake. Peter and Chris examine why identifying your ideal customer base is essential to a successful marketing plan. Their conversation is guided by the principles laid out in Alan Dib’s book “The 1-Page Marketing Plan.” They explain how to use the Personal Value Profitability (PVP) method to identify your ideal target market  based on personal fulfillment, value to the marketplace, and profitability. Want to get a free copy of “The 1-Page Marketing Plan” by Alan Dib? The first 25 people that send an email to free@bizmktg.com will receive a free copy of the book. Note: Open to U.S. residents only and we will only ship to U.S. postal addresses.

Peter and Chris Goldman discuss the importance of business goals, marketing, and growth. They are both one-page marketing plan coaches and will be sharing their insights on marketing tactics in upcoming podcast episodes. The conversation emphasizes the need to prioritize business goals over marketing goals, with the latter being driven by the former. Peter highlights that businesses should always strive for growth, as natural attrition occurs and standing still can lead to being overtaken by competitors. He suggests that aiming for double-digit growth (10% or more) is a good mindset for businesses to adopt. Additionally, maintaining a growth mindset can help businesses continually improve and stay competitive. Chris agrees that growth is crucial for businesses and adds that it’s not just about money. The conversation implies that setting smart growth goals can lead to a more successful and sustainable business in the long run.

After recently returning to work after maternity leave for the second time, Emily has learned a lot about gracefully returning to work after an extended leave. Peter and Emily discuss how to set yourself and your team up for success before, during, and after an extended leave.

Peter Wilson, President of bizmktg.com, shares how to be more consistent in online marketing efforts and provides five tips for doing so. Being consistent over time can lead to huge results in a company's brand and marketplace presence; his client saw a 10X increase in website visits after 5 years of content creation. Intention is important when it comes to creating content; businesses should know why they are doing what they're doing with respect to their marketing before starting anything. Creating a content calendar and sticking with it helps keep consistency going strong as well as using social media scheduling tools like Buffer which makes posting easier without having real-time posts every day/week/month etc.. Repurposing existing popular blog posts or other pieces of content into different formats such as podcasts or videos also helps maintain consistency while providing new material for customers & prospects alike . Finally, tracking analytics will help reinforce the value behind being consistent since numbers will improve over time if done correctly

Katlyn Ferguson and Peter discuss how to get your business ready for 2023. Katlyn is the founder and owner of Citizen Virtual Business Services, a virtual bookkeeping service. Learn how she approaches business planning with her clients and how to apply it to your own business. ResourcesContact Katlyn:Citizen Virtual Business Services Learn more about bizmktg.combizmktg.com

Overall, how is your business doing in 2022 vs. 2021?For 2022, what is one accomplishment in your business you are proud of?What are your expectations for your overall business results in 2023 vs 2022?These are a few of the questions we asked in our 2023 Business Outlook Survey. Listen in as Peter and his guest, Chris Goldman, review this year’s survey results and share their own perspectives.

What's new in SEO? Peter and SEO Expert, Paul Lee, discuss two things businesses need to know if they rely on digital marketing to drive their business results. First up, Google updates and what they mean for businesses. Second, Google is retiring Google Analytics next year. Learn what you need to do now to prepare for that change.

Whether you’ve been working from home for a few months or several years, you can always use a few tips. Three team members at bizmktg.com, Emily, Chris, and Marcel share their pro tips for working from home with Peter. Have any tips for working from home? Let us know by sending an email to podcast@bizmktg.com. Items mentioned in this episode: Original Xiaomi LED Desk Lamp Smart Remote Control Dimmable Table Lamps Desklight Support Mobile Phone App Control 4 Lighting Mode,Flicker-free LightAvailable on Amazon Secura 60-Minute Visual Timer, Classroom Classroom Timer, Countdown Timer for Kids and Adults, Time Management Tool for Teaching (Green & White)Available on Amazon

Are you intimidated by technology? Peter’s guest Courtney Tyson argues that businesses shouldn’t be intimated by technology. Courtney is the Strategic Partnership Manager for CallTrackingMetrics. Her company provides a way for businesses to see the effectiveness of their advertising through phone call source tracking. Links: CallTrackingMetrics

Peter invited Don Koontz from episode #1 of the podcast back to share his "five years ago" story. Don shares how his business has grown and changed in the past five years and how he stays motivated.  Listen to episode # of the Biz & Life Done Well podcast. Don is a dentist and the owner of North Creek Dental Care located in south Everett, WA.

Last week Peter wrote about the experience of moving out of our Edmonds office and shifting to 100% virtual (5 Years Ago Blog Post). In this podcast episode Peter dives deeper into that move and how much things have changed at bizmktg.com over the past five years. Peter issues a challenge to all business owners and managers. Are you ready to take it one?

Learn why we are raving fans of Allan Dib’s book, “The 1-Page Marketing Plan.” The book is Amazon’s #1 best seller in the Global Marketing category and a gamechanger. Rather than spending hours or days creating a marketing plan that nobody uses, the book teaches businesses how to create a 9 square marketing plan that fits onto a single page. The book divides up marketing into 3 phases that follow the lifecycle of a customer:The “before” phase. Before they know who you are.The “during” phase. When they are considering buying from you.The “after” phase. Delivering on your promise after they say yes. We love the book so much that marketing team at bizmktg.com decided to get certified as coaches of “The 1-Page Marketing Plan.” Want to get a free copy of the book? We’re giving away 5 copies of “The 1-Page Marketing Plan” between now and Sept 1, 2022.Go to https://bizmktg.com/getmybook and enter to win.

We often hear business owners say, "I'm too busy for SEO!" Peter and SEO Expert Paul Lee discuss how businesses can finally overcome this response to SEO and actually get something done. Peter and Paul discuss 3 simple steps any business can take to improve their SEO and offer a free mini SEO audit to any business that wants to know how their website ranks in Google search results.

Peter shares who won the July Lunch Giveaway for a $150 Gift card to the winner's choice, Chipotle, Chik-fil-A, or Jersey Mike's. He also shares the feedback received from listeners on future topics for the podcast. Have questions or feedback for Biz & Life Done Well? Email us podcast@bizmktg.com