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Marketing For Owners
44 minutes | Jun 29, 2017
Warren Cass Helps You Create an Influence Strategy #675
Warren Cass is a speaker, author, and expert when it comes to disruptive marketing, connecting with people, and managing your influence. In fact, he has come a long way from running raves as a teenager. However, that is what led to him becoming the manager of the biggest nightclub in South West England, with 120 staff, at the age of just 17. It was his over-confidence and lack of experience at the time that then lost him the job at 18 years old. In the 90s he then built an IT business during the contract market boom, which he later left in 2003. That’s when he decided he wanted to go back to doing what made him happiest, which was bringing people together. [player] A part of the face-to-face networking boom, Warren has spent the past 15 years helping business men and women to achieve better results. Helping people gives him a great deal of satisfaction, and just one solid introduction can result in a business partnership which can improve lives and businesses. And he’s now going to help us to ensure we stand out in an increasingly noisy world to make relationships and build your influence. Combating Failure As a business owner himself, Warren knows how easy it is to make a tonne of mistakes, and some of them have been very painful. So for what he does now, it is about stopping other people from making those same mistakes. There is an astonishing number of businesses which fail in the UK within three years of starting. And they’re often failing in the same ways as the businesses which came and went before them. This points to a lack of knowledge being passed on, and this is one way in which Warren aims to help. One of the common problems is the pressure which people feel. They go on social media and only see the successes which their idol had. But that’s only because we only share the good news stories about ourselves. As a result, people don’t see that successful people actually fail. Another issue is the way in which we define ourselves. Are you self-employed, an entrepreneur, or a business owner? The role we give ourselves affects the way we operate, and what we feel we should and should not do. But one thing is certain, that as the operator of a business, you are a salesman at some level. Don’t let that put you off because 21st century selling the slimy, foot-in-the-door approach which we think it is. Selling is consultative, building relationships and rapport, and solving people’s problems. The softer approach is beyond doubt the preferred method, and that will come as a relief to people who are put off from defining themselves as a salesman. Disruptive Marketing We live in a world where we are bombarded every single day with countless marketing messages. So how do you stand out in all of that noise? With disruptive marketing, you interrupt those patterns which we creatures of habit live by. It could be as simple as changing the language, or not doing the thing which would be expected of you. It might be the way you dress, speak, or just by simply being in the ‘wrong’ place. From a small business perspective, it can involve studying your marketplace and thinking about the technologies used today, the future trends, and then be in front of all that. Even giving a service which is above and beyond is disruptive, just by simply giving someone more than they had expected. But disruptive marketing isn’t a strategy, but rather a mindset. It’s something to think about as you carry out your normal marketing activities but is what makes the difference to actually stand out and be seen. You need to give things a try and then look at the numbers. Knowing what works and what doesn’t means you can do more of the stuff which works and less of what doesn’t. Split test, monitor where your traffic comes from, and using follow-up campaigns are all ways of achieving it. Keeping Up with the Changes Never has the pace of change been as accelerated for the human race as it has been for the past 20 years. As a result, we have different generations who have vastly different experiences. Millennials who grew up with technologies are the digital natives, and all of us who are older are the digital migrants. The digital natives have been conditioned by their environment, and that has given them different attitudes to lots of things. There is a cultural change, more diversity, a different economic situation, and a growing world population. These all influence our consuming and buying habits. Those millennials typically have more debt and get married, have kids and buy a house much later than the generation before them. We are, generally, no longer as brand loyal as we used to be, and from a marketers’ point of view, the world has changed a lot. If you are using one tone of voice for your marketing, and have a multi-demographic audience, then the chances are, you’re not talking to everyone. You need to find a way of personalising and adapting your message. Uber was disruptive and it has resulted in a multi-million dollar business. Yet, they are using old technology. All they have done is reimagined how it is used and made it available for consumers via their mobile phones. So become a student of change within your niche or marketplace. You can start by simply typing ‘What does the future hold for [insert your profession here]?’ You’ll likely then find plenty of content on the topic. It is also a good idea to stay constantly aware of the technology your audience is using to communicate and to then make sure you’re always there. Modern Influence Influence is also changing. We once looked up to politicians, those who achieved incredible things, and then celebrities. Yet the younger generations have a different idea of what a celebrity is. They look up to the YouTubers and other internet stars, and not just the prolific people who appear on TV and in film. When it comes to the best books on the topic of influence, How to Win Friend and Influence People by Dale Carnegie and The Psychology of Persuasion by Robert Cialdini lead the way, and Warren recommends reading them. But they were both written before the digital age, and whilst they still impart important skills and teach us how to communicate with each other face-to-face, there are many opportunities beyond that. Now, when the tactics they teach are used obviously, someone can easily tell what you’re attempting to do, and it actually has the opposite effect. Once you suspect you’re being manipulated, you no longer trust what is being said to you. Be PICKY With modern influencing, the key thing is to be authentic, natural and flowing, utilising all the different methods of communicating. In doing this, Warren recommends the PICKY method. People – This is made up of the networks you’re a part of, taking into consideration the psychology of how people communicate and making the most of the credibility by association to people and brands. Become self-aware to know what to recognise in others. Image – The way you dress, the colours you use, and the way your website and social media platforms all look like are key. What is the image you’re projecting, and what are the words you’re using in your marketing helping to create that image? Communication – It’s important to remember that is isn’t just about what you say, but how you say it and the actions you take. Knowledge – Demonstrate your expertise to show that you really can do what you say you can do and to manage expectation, which you can do by writing blog posts which share what you know. You – Through all of this, be honest with yourself and how you score on the important attributes. These are the qualities of you and your influence. And Finally To find out more information about him and what he does, then make sure to visit Warren’s website. He also has a wealth of free resources available to you at Champions of Small Business to support small businesses in the UK. His new book Influence is now available online and in store, and will help you to raise your profile, manage your reputation, and to get noticed. Helping you to devise your own influence strategy, each chapter finishes with a chance to reflect as you begin to build it up.
23 minutes | Jun 29, 2017
Could this be the most important podcast you’ll every hear? #676
Would you like to hear the truth? Or would you like to hear the continuing promises of internet marketers who have never made money running a real business? [player] Yes, I know you normally see a full transcription here. But, I think you need to listen to me speaking so, for this episode, I’m not going to write out the words. I have serious things to say and it is better to hear this said. Let me know what you think.
11 minutes | Jun 29, 2017
How to Get Help With Your Marketing #674
One of the main goals of Marketing for Owners is for you to market yourself in a great way. One of those ways is by making sure you get new clients. You need a way to guarantee you are getting new clients all the time. That is the first step in making your business easier. That is the biggest pressure every business owner faces. [player] You have to start with the marketing, as that is the whole purpose of this. Once we get that sorted you can deal with all the rest like staff, etc. So to start off, you are too busy and that is why you are suffering right now. Like my business, we have so much going on right now, and the main thing is that we are understaffed. We cannot afford to employ a lot of people so I have to make some efforts with different methods to make it work. Here are some ideas for you — Temps: Temps are a great way to get some work done in a short period of time. We took on a temp because they are experienced in various situations. They work quickly because they have done it before. If one temp doesn’t work out, then you go to the agency and ask for another one. They are not long term and you pay by the hour, so they work great for short term employee needs. Students: Students are another great way to get help with your marketing. Students are racking up debts and they need money quickly so they are a great resource. They are intelligent. Get them on your social media. Interns: Interns are great to use because they work for free with the possibility of coming on board later as a full time employee. Work at Home Moms: Work at home moms are amazing. These ladies stay at home but can do many tasks right from the comfort of their own home. They are smart, intelligent, and they will do it for less because they don’t have all the other excess bills to pay. College Projects: If you go to the college, find a student that has a project going on — such as — photography — that can help you finish a project. By doing that, you help them complete a project as well so it is a win win situation. Virtual Assistant Virtual assistants are great and you can find them anywhere. My favorite places are Upwork and Fiverr. Drive Time Podcast Today is Thursday and that means it is time for a drive time podcast. Today I am recommending The Good Life Project by Johnathan Fields. It is really a great podcast. Then tomorrow is our ones to watch podcast series. We have Warren Cass so come back tomorrow to have a listen.
45 minutes | Jun 29, 2017
Drayton Bird’s Essentials for Successful Direct Marketing #673
Drayton Bird is a legendary direct marketing expert and writer who was once described as knowing “more about direct marketing than anyone else in the world”. Starting off as a journalist and then becoming a copywriter, by age 27 he was already creative director of a London advertising agency. However, bitten by the mail order bug, he quit his job and repeatedly failed to make his own business ventures work. Amassing a large debt, he spent seven years living under a false name, before realising there was only one thing that he was properly good at. [player] With two partners, he started a direct marketing agency. It wasn’t long before he could start using his real name again, and within three years had made the agency Britain’s biggest. Later sold to David Ogilvy, he joined the board of the Ogilvy Group for eight years. Ever since, he has worked for himself, helping brands with their direct marketing and writing books to help everyone be better. And his book, Commonsense Direct and Digital Marketing, written in 1982, is still immensely useful for marketing better today. Things Change, People Don’t It’s isn’t necessary to always be coming up with new ideas. What does work is taking an idea which you know works, and giving it a twist. Many of the lines you’ll see today in the emails you receive and landing pages you visit, are little more than what was used 50 or 100 years ago. Times change, but people don’t. Years ago, long headlines worked better than those of few words, and long copy performed better than shorter copy. Today, blogs which have longer titles and with more words still do better. It’s always been the case. People build on what went on before them. Media changes, but the people using them don’t. The people who are using social media are fundamentally the same people. They have the same loves, hates, and fears. And in regards to shortening attentions spans we hear so much about, Drayton points out that they were never long in the first place. The things you have to do to get people’s attention haven’t changed either. Clicking off of an ad on the computer is no easier than simply glancing away from an advert in a magazine, or walking out of the room when the adverts are on the TV. Why You? In marketing, the most important thing, unquestionably, is being able to answer the question ‘Why should people choose you?’ Are you doing something which nobody else does, or perhaps doing it better than other people? Until you can answer these questions – the things your customers and prospects actually care about – then the chances of you staying business are slim. People are driven by emotion instead of reason, and therefore, we buy from people we like. And you can’t just create a market for yourself. However, you can realise a market which you didn’t know was there. It should be the case that you spend most of your day thinking about your customers, and working out what they actually want. Don’t Guess If something is going out directly to a person or it involves them responding directly to you, it is called direct marketing. That can be sending them something in the post, an email, or posting on social media. And it is essential to measure your direct marketing, otherwise, you’re just guessing. When you guess, you risk going broke, and when you’re not measuring, you’re not able to manage it. Yet, in this digital era, it is easier than ever to know whether something is or is not working. It is important to know how well you are spending your money, and by knowing what he gets for his money is how Drayton has stayed in business for so long. The reality is that most people don’t measure, and even when they do, they’re measuring the wrong things. Rather than measuring click-through rates, it is far more telling to actually find out how many you sold and whether you made money or lost it. Knowing that means you know what you can improve, and what you can stop doing. Branding for the Little Guy No matter your size or market, you can have a brand. You can build a reputation as the best, and then be able to attract a large queue outside your doors which go down the street. Even two pubs on the same street will have competing brands. How can you position yourself against everyone else? Are you friendlier, or are you more formal than the competition? Knowing what your character is like means you can develop your brand. A strong brand is simply defined as being the one with the most customers. When you have a strong brand, people are prepared to pay a little more, to keep buying from you, and will even forgive the odd mistake. There needs to be a conversation between you and the person you’re selling to. They can then become your friend because remember, people are driven by their emotions. Be the Smarter One Whether you’re going to do the direct marketing yourself, or are going to hire someone to do it for you, you still have to know about direct marketing. That’s how you can truly what works and what doesn’t. Reading books is a great way of learning, and it is something people don’t do enough. You have to know more than the person next to you, otherwise, you’re the one who is at a disadvantage. Reading is what gives you a broad knowledge of many topics. Drayton says that unless you’ve read Scientific Advertising by Claude Hopkins, which happens to be the shortest book on the topic as well as one of the oldest, then you can’t hope to succeed. A problem which many marketers and other people in business have is not knowing enough about the different weapons they have at their disposal. There are 12 different things to know about to actually understand marketing in full, and it isn’t good enough to know only about one of them. At the end of the day, they all work in the same way. They get hold of a prospect, convert them into a customer, and then keep them as a customer. So if you don’t understand all the different ways you could achieve that, and rely on just email or social media to do it, then you’re not only in trouble, but you’re also weak. And Finally When you visit the Drayton Bird Associates website, you can find out more about what he does, read his insightful blog posts, and sign up to receive his email newsletter. When you sign up, you’ll receive 51 helpful marketing ideas from the man himself, as well as a free copy of Claude Hopkins’ Scientific Advertising. You can also email him directly as email@example.com to ask him any question or to receive more information about his Last Hurrah in Bristol.
12 minutes | Jun 27, 2017
What Progress Did You Make Toward Your Goals Today? #672
I am starting a coffee business with my son and we are going to have a ton of goals that we will need to be progressing towards. Everything in life, there are goals that must be set. In order to succeed, you have to find yourself setting goals and accomplishing them and moving forward. [player] Just to simply this, the most effective goals you are going to create are 90 day goals. They help you to see the end. If you have not done it before, you are going to want to complete every goal you have ever set in that 90 days. That is not going to work. You are going to choose 3 to accomplish in that 90 days and then you are going to reverse engineer it to complete them. You need to figure out where you need to be in 2 months time, and then in 1 month’s time and that is what you are going to focus on at the moment — the one month. We can use a leaflet or a pamphlet as an example. Say you want to have some printed off to take with you to a meeting or to pass out in your business. You give yourself 3 months to get this done. During the first month, your goal is to create a design. During that, break it down into 4 weeks. During that time you need to decide what products are going in, who will find images, who will create the copy, who will design it. Now you need to decide during that week what needs to happen during those 5 days during that week. You can see how this goes. By reverse engineering, you break your tasks down into smaller more manageable making this the easiest way to accomplish your goals. You can do this. Tuesday Toolbox Tip Today is Tuesday and that means it is time for a toolbox tip. Today I am recommending efax. This is a great service to use when you need to fax something to someone or receive a fax, but you do not have a fax machine. It does have a trial service and then after the trial, you will pay a monthly subscription fee. It is amazing. Go check it out and be sure to tune in tomorrow for our expert interview series.
11 minutes | Jun 26, 2017
How Automation Can Help You Find Your Super Power #671
Now these super powers can change your entire business, this doesn’t just apply to marketing, this can apply to anything. Very very simply, if your business is organized and with systems and processes, then you will be able to do other things, you will have predictability, you will be able to do what you want, when you want and you’ll be able to do more of it. You will also find ways to have other people do things for you. [player] “Okay Jon, lovely, sounds great, great theory.” I hear you say. “Explain what on earth you are talking about and how it works and how it works for us.” Well, I was going to do that anyway but thankfully, you asked. So this is the modern world, okay. We have social media, we have the Internet, etcetera, etcetera. Now these add to everything we already had before that and I think a lot of us forget. I have got gray hair; in my day, so when I started, if one was phoning the office, when I was a door to door salesman, I used to go in a phone box. This is a red thing, a big red thing and it used to have a phone in there and you put money in. And I would phone the office, give them the phone number of the phone box and get them to ring me back and then I would explain to them what had happened in the day. There was no quick communication and I filled in orders with paperwork and so I had to wait and post those invoices into the office and they would get them when they got them. Everything worked the same as it did now but just a little bit slower, but it still worked. Everyone got their orders and everything happened. And we used old fashioned marketing and so on. So all that still exists, obviously now I don’t have to post invoices in, but some people still do; I don’t have to use phone box. But everything happens the same; just all these new things are added to it. So all these extra things we have to deal with, the email and the Google AdWords advertising and social media and creating YouTube videos like this and podcast, this is an addition, so there is more work. So many think, “Well it is easier now because of all this.” But not really, it just is more for us to do. And we really need to add automation, because it is not as bad as it may sound because there are ways of making it easier and there are many many free tools. But if you have never heard of these tools, you won’t know. So let’s start with social media. Now a lot of people of my age would say, “Oh, we did fine without social media. I don’t like it, I don’t want to use Twitter, I don’t want to use a Facebook”, so they avoid doing it. What I would challenge you to think, is if that is you, because it is important, now it is not going to get you bucket loads of sales like some people will tell you, but it is important to be there because you’re going to join in conversations and people will talk about you and talk to you. And if you are not there they will think you are out of the game. The young people coming through today, they are your customers in five years time. I know you don’t want to think ahead five years time, but if they are twenty today and they are at University, they are using some form of a social media. When they are twenty five they are going to be graduates and having good jobs and they’re going to be buying your stuff or they are going to be starting companies and you are irrelevant to them if you’re not on. So look in your staff, look at other people, look at outsourcing, look at finding contractors who can do things for you. But if you do want to embrace and take it on yourself and join the modern era, because if you are like me, I am fifty one at the time of recording, I have probably got a good, another thirty years working. That’s a long time, so get with it granddad, get with it grandma. Now let me explain how you can make these things easy, because you’re thinking, “Well, if I add Twitter and if I get on LinkedIn and if I get on Facebook, I have heard I have got to be on them every day.” So, look into services such as Buffer; Buffer enables you to schedule posts and things to keep your feeds and your timelines, keep your outgoing activity of relevant posts and things where you share and re tweet and put out posts, to keep it busy so that when people come along and look there is always something just being added. You only have to spend a little time once a week at the beginning of the week, to schedule everything for your whole week ahead. And when I say schedule, it is just click click click, very very simple. If you use a tool like Edgar, that’s Meet Edgar and these things are like buffer.com, meetedgar.com. Don’t say, “Oh, I don’t know how to find them.” Just go to Google and put the word in, Google will find it for you. So something like Edgar, you can put these things into a library and they will come up again and again. So if you have got Christmas offers or tweets that are good for Christmas, you can set them to come up the following December or November or whenever you post them. If you have got things that are relevant to Valentine’s Day, next time around people will have forgotten what you tweeted last year, they can be set to reoccur, saving you loads of time with a bit of planning. And of course there other tools such as Hootsuite that will also do similar things. Now if you want to find things to tweet about or to put on there, and by the way for something like Pinterest, there is Tailwind. Buffer will post to Pinterest and Facebook and to LinkedIn, but Tailwind is specialist for Pinterest and there will be specialist tools for other things. Instagram does not allow automated tools to post to them, but there are ways around it, look into that. If you look at Buffer again, they have a way around that. So you may say, “Okay, what can I tweet about? I wouldn’t have all that information at the beginning of the week.” Then get something like Feedly. So again, feeedly.com, just go and look at it. You can save all your favorite posts, top people will be blogging about and writing all over the world about the subject you wish to talk about. You can recommend these posts and this information to your audience, point them to it, it makes you look good. I won’t go into why you would be doing this, but you should. And if you want other people to know how…so for instance if you develop a little system of looking in Feedly and then going to Buffer or to Hootsuite and posting it, if you want someone else to learn how to do that, to take that over once you have started doing it, you can use a free tool such as jing.com and it’s got screen cast, or Screencast-O-Matic, or if you use a Mac you have got Quick Time which allows you to do screen cast. And you can then video yourself on your screen, actually it will video your screen as you do it and you talk over what you are doing and that records a free video and then you can give a link to that video to somebody to show them how to do it. You can park that video on Dropbox, a free account in Dropbox that’s for storage, or in your Google Drive if you get a Gmail account, a Google account which is free. You can also then create your systems if you have a Gmail account or any form of Google account like You Tube or something, then you have access to all their things which includes Google Docs, so it gives you access to spreadsheets or Google sheets they call it and to Google Docs which is like Microsoft Word. You can even put Power Points in there and you get drive storage; you can do all this and you can give links to it that sheet, you can just share it with someone via their email address on the other side of the world and they can see your system and so on. There are so many ways you can do this and if you really get into it you can also go to a free tool such as Process Street which is process.st and that is one of the things that I use. Or you can go to Trello, trello.com and again you can set up your projects there, these are all free, you can automate everything and this turns you into Superwoman or into Superman or Batman or Wonder Woman, whoever you wish to be. But it accelerates everything you could do and then you can get on with your life and the stuff you used to do before. And all these new things are being done and they took you twenty minutes, half an hour at the start of the week, once a week and you are bang up to date. How cool is that? Okay, so that is how you use automation to create super powers. Monday Book Recommendation It is a Monday it is time for book for the week and I think you’re going to love this one, it is by Mike Michalowicz and yeah, you can go look that up. But the book is called Profit First. Just go to Google and Google “Profit first”, or go to Amazon and put in “Profit first book”, if you add “Profit first book” you will find it. Mike Michalowicz has written some fantastic books, I recommended you read his others too. That is my recommendation for today. I will be back with another tip tomorrow.
41 minutes | Jun 22, 2017
Lisa Spencer-Arnell’s 6 Truths for Being A Better Leader #670
Before Lisa Spencer-Arnell became a leadership coach, she had been in the corporate world for around 17 years. She worked in the textile industry, manufacturing organizations, and for the Financial Times Group as an account director in their consultancy business. In 2001, she trained to become a coach, but beforehand had read an article about coaching. It revealed to her that she had been good at sales because of her way of listening, asking questions, and helping people to find their own solutions. Being a coach takes good self-awareness. You need to know yourself well, be constantly developing and growing, know what is important to you, and be able to know what triggers you in order to manage it. [player] Her training was important, and it allowed her to go out to help as many people as possible and to change lives. Training to be a coach takes more than a few days, and it isn’t as simple as just changing your job title. In fact, that’s why she and her colleagues wrote the book Emotional Intelligence Coaching. She has the knowledge and experience to help people to become better leaders, which ultimately helps their businesses and teams to perform better. And she is going to share with us some truths to take a weight off our shoulders and to realize our full potential. Lead with Courage, Compassion, and Spirit When you start a business, there is always an initial reason for why you started it, and as it grows you have to employ more people. It’s common for the business owner to not actually see themselves as a leader, and still as an entrepreneur. Even though they have people who report to them, they just don’t recognize themselves as being in a leadership role. But to continue growing, and to remain true to those initial reasons, you need to step up. Sometimes, in order to keep going forward and to try new things, you have to dig deep and grow yourself. Take the courage to grow yourself and face what is a bit scary. Even the most senior of leaders have their own fears and concerns, but they still take action anyway. Having compassion for yourself is also really important, and it’s easy to stop looking after yourself when you become so busy. Lisa finds that she often discovers that people have ‘imposter syndrome’, where they try to be someone they’re not. But as well as valuing yourself and managing your energy, you need compassion for other people too. As Richard Branson says, “If you take care of your employees, they will take care of your customers.” To do that, connect and engage with your staff, and be real around them. Show them who you really are, as at the end of the day, we’re all just human beings. It’s important to remember that when spirits are high, there is nothing you can’t achieve. And when you’re feeling low, everything seems pointless. It’s obvious then that you should make sure that your energy is high, as well as those around you. At the end of the day, it is one thing to know all of this stuff, but you need to also internalize it, put it into practice, and take action. From Fear to Love If you loved going to work every day, your team loved working for you, and your clients loved doing business with you, it would be easy. So why complicate it? Having people work in fear means you put them in fight or flight mode. They become scared of making a mistake and doing the wrong thing. As a result, they’re not emotionally in the right place to come up with new ideas and make the right decisions. Instead, they’ll just keep their heads down and do the bare minimum. An atmosphere of fear isn’t something you should want to create if you are all truly part of the same team. The Gift of Values Ask yourself what is important to you, what matters the most, and what the main priorities in your life are. And then what does that give you? Most will answer family, saying it gives them love, belonging, security, fun, and more. And that is a good window into your values and the values of others. You can then take it to the next level and think about what you enjoy doing, and what that gives you. Tennis for the competition, golf for the freedom, or gardening for the creativity. Or why did you set up your business? Was it wanting success, achievement, to make a contribution or a difference? If someone hasn’t got these answers, then instead ask what really annoys them and makes them angry. Most people can then answer it. For Lisa, it’s driving past bus shelters where the glass has been smashed because it shows a lack of regard and consideration for other people. When this is flipped on its head, it shows that she values respect. Altogether, you’ll find out what your unique set of values are, you’ll understand yourself better, be able to connect with others, and set yourself goals. And that makes decision making easier as you can choose the things which match your values. You Have Everything You Need Of course, you should never stop learning, but the answers are not always going to be out there. You’ll find treasure inside every person and every team, such as their wisdom and intuition. Use your strengths as a starting point, because you probably know more than you think you do. As humans, we always believe that we’re not good enough on some level. We’re constantly striving for more and suffering from information overload. Find reasons to be happy now, rather than always thinking “I’ll be happy when…” Because when you feel good about yourself, you perform better. And you can reinforce this by just simply starting and ending your day in the right way. Checking your emails first thing in the morning is a good way of starting each day stressed. Instead, first think about what you want to achieve for that day. And instead of checking your emails again before you go to bed, make a list of things you achieved for the day and did well at. Jon does this using I Done This, and has kept it up every day for the past three years. Understand and Express Your Emotions It isn’t helpful to suppress your emotions, put a plaster over it, and to just put a brave face on it. Thinking positive isn’t always the best thing to do. Our emotions are a brilliant inner-guidance system which we all have, and it tells us when we’re on or off track. Don’t distance yourself from your emotions, and instead tune into it and use them as a tool at your disposal. When people lose it over the smallest of things, it isn’t usually because of what has just happened, but because they’ve been boxing up their feelings away and putting a lid on it. It’s far better to understand and express your emotions in a calm and respectful way. Reconnect With Your Whole Self When Lisa goes into a business, she often finds that people are working in very logical ways, using systems and processes. But you are the most powerful when you tune into your brain, as well as your heart and gut. Don’t ignore those gut instincts and your heart’s desires just to do the logical thing. Successful business owners like Richard Branson and Steve Jobs all trusted their gut feelings and followed their hearts, and look at what they achieved by not always being logical. And Finally You can connect with Lisa using LinkedIn, or via email at firstname.lastname@example.org, and she will be more than willing to send you one of her ‘I Am Enough’ cards to carry in your purse or wallet as a constant reminder. And look out for her next book, Be You, Are You Brave Enough? which comes out September 2017.
13 minutes | Jun 21, 2017
Why Price is Not as Important As You Think It Is #669
This is a subject I have to admit I have talked about often, but it has to be talked about over and over and over and over again because it is that important. The price isn’t that important but the subject of the price not being important is important. So on the Marketing for Owners Podcast, yes, that’s it, me Jon Butt, I’m always telling you just to forget about the price. Well you can’t forget about the price but it is not as important as you think. And I know your industry is different, blah blah blah blah. How many times do you think people like me have heard that before? [player] I am sorry to be rude I am just being blunt because perhaps you’ve never had anyone tell you politely to get over it, your business the way you do it, is unique but your industry is not. If you weren’t there, people would survive, it is going to happen. You are not Uber or something like that or Google, you haven’t just reinvented or invented something completely new, Apple iPhones. So please listen because they are examples I want to explain. And the first one is, in your industry, so no matter what you do, you are a solicitor, you are a lawyer an accountant you are a doctor, a dentist, you are a landscape gardener, you do nails, you sell fire extinguishers, you are a consultant, you are a marketing person, you have web hosting, there are others that do it. And at any one time, as of that moment, at the snap of my fingers, one company in your region, in your local region, in your bigger region, in your area, in your country, in the world, one company was the cheapest. And I say “was” because I snapped my fingers a few moments ago. One company was the cheapest, one company was the most expensive back then, it might have changed since. It doesn’t matter, there are however many in between, the cheapest one has got customers, the most expensive one has got customers and all the ones in between have got customers. How is that? That must suggest, because they’re not all going for the cheapest one and you’re going to say, “Oh yeah, but in what I do you can’t go for the cheapest because what I do is different.” Okay so how about the expensive one? How is she getting customers? How is she charging three times your price and still getting customers? You are going to say, oh yeah, but she is fancy, she knows so and so, she only goes to those. That is the market she picked, you picked the part of it that you want to do. If you want to change and go for the market she is rocking, why not? And you are going to say, “Oh I can’t change because of my current customers.” Hey, who owes who what? Why not to start another division? Why not start a luxury one? Let me explain, you drink coffee, you go to Starbucks, Costa, Cafe Nuovo, Blends, whatever, Pikes, fresh out of Pikes Market in Seattle, it doesn’t matter. You drink a particular type of coffee, but if you go to another coffee shop in another place, their prices are different. You are not going to think, “Hey I am not buying that.” Or, in fact when you go into Starbucks do you then think well there is a Blends like in Canada, there is a Blends over there and I am going to walk over there and the check out which one is cheapest. No, you go to the one that you want to go to, don’t you? And if you have never heard of it before, you go because you want a cup of coffee. The price is the price, if it is ridiculous, you would walk out, but if it is reasonable it is not important. Do you follow what I mean? They are in the coffee industry, they measure the average cost of a latte, of a small latte and they will measure how that rises all the time, there is an inflation rate thing, to measure inflation of coffee. There is an average price which means there are people above average and people below, they have all got customers. Eugene Schwartz, a fantastic copywriter in his book Breakthrough Advertising, a great book, you can probably find a free download PDF online, one thing he says, because people talk about oh you need to build a better mousetrap. He says, “Don’t build a better mousetrap, build bigger mice and then instil a fear of mice in your customers.” How about that? Then you will sell as many mousetraps as you want, so you don’t have to reinvent the wheel. It is the customer, it is the client, you have to make them desire, not want, you have to make them desire your product. So the way you package it up, the way you present it, the way you present yourself, the way you package yourself up. For instance, I am just in a little fleecy top here; I could be wearing a tailored suit. If I was on video and have a flash studio and I can guarantee that whatever I am selling I would be able to sell it for more. Oh by the way, what am I selling? Go to theownersclub.co and go see, it’s twenty nine pounds a month, that’s what I am selling. There you go, a little advertising goes a long way. But if I was the guy in the three piece suit, the tailored suit with all the beautiful coiffed looks and decent haircut and perhaps a face lift and looking a bit more like a James Bondy figure, then I am pretty sure I could say about for two hundred and ninety pounds a month. It would be the same thing, but it’s the way I package it and I would then aim at people who could afford and who expect to pay two hundred and nimiety pounds a month. It would be the same thing. And believe me, a load of you out there are doing that on internet marketing stuff, you are going online and you are buying rubbish, you are wasting your time. You are buying it because the person is selling their dream, you are not buying it because of the price. Of course if it is too much you wouldn’t pay, but until you got there you had no idea what it was going to cost because they don’t tell you until the end until they have done their sales drib on you. Do you not know this is what is going on? This is a whole sequence, it is a process, there’s books and courses on how to do that. You didn’t know how much it was and then you bought it. You could have come and joined my Owners Club. You might think, “I have heard Jon, I want to follow him, I want to do it.” And if I say, “Oh, it’s twenty nine pounds per month.” Yay, no problem. But until that moment you had already decided that you wanted to follow me and do what I tell you to do, because I have created the desire and I have built up your trust to the point that you want what I have. It’s nothing to do with the price, I guarantee it, absolutely. In sports equipment, when you go to the store and buy sports equipment do you favour Slazenger? Do you favour Adidas or you might prefer Puma which is his brother and they fell out and recently got back together after twenty odd years; or Nike. So how about shoes? Shoes, ladies of course I cannot tell you about shoes because I am a man but ladies, you prefer shoes price doesn’t matter. Bags, handbags or purses; wow, us guys we faint when we find out what you are paying for that. But you don’t understand why we will pay to watch sports on TV or something like that. Price doesn’t matter. If you support a football club and they put the prices up, you are not going to go and watch the other team down the road, because you support that club. You’re going to moan about you but you support that club. When you buy suntan lotion or suntan cream, you have your preferred brand, otherwise, why don’t you just go to the supermarket and buy their own brand? It is cheaper and quite often we know it has got to the same stuff in it. It is not the price. In the UK we have fantastic competition for products. If you go to a supermarket, Kellogg’s cereals are there, breakfast cereals, every supermarket has their own brand but it looks almost identical. You have got Kellogg’s fruit and nut cornflakes, or Country fruit and nut; you’ve got Tesco’s own, you have got Kellogg’s raisin bran, you’ve got Tesco’s own, Sainsbury’s own, Asda’s own. People still buy the more expensive Kellogg’s one because they advertise the heck out of it and they tell you why it’s so good and you believe it. Do that with your product. It is not about price my friend. Okay, have I done that to death? Fair enough. Drive Time Podcast Drive time podcast, it is a Thursday, this is fantastic, it has been around for years, simple as this, Tropical MBA. It is by Dan Andrews and Ian Schoen, they share the stories of entrepreneurs and if you have ever heard of a thing called the Dynamite Circle it is an international entrepreneurs group well worth looking up; that is the home of the Dynamite Circle, that is the tropical MBA guys. Thousands of members all around the world, it is fantastic, a great podcast. Tomorrow a great guest I interviewed recently and loved it, really, really enjoyed this one. Tomorrow is a lady called Lisa Spencer Arnell; you may not have heard of her but she has stuff you need to hear, even I was impressed and I have interviewed quite a lot of people and it’s making me change a few things I do. That is tomorrow, Friday. We are all done, see you soon.
40 minutes | Jun 21, 2017
Connor Gillivan Shows How Referral Programs Grow Your Business #668
It was whilst studying business and economics at University that Connor Gillivan met his soon-to-be business partner Nathan Hirsch who, at the time, was playing with the idea of creating an Amazon Marketplace business. So Connor’s first entrepreneurial experience when he was asked to be involved a business which bought textbooks off students who no longer needed them and then resold them on Amazon. Over the next three or four years, Connor, Nathan, and the third co-founder built the business up and worked with drop ship suppliers around the US. They created software to make the process of selling their products on Amazon easier and it grew into a big operation with over 500,000 products. [player] His next venture, FreeeUp, was born from the frustration he experienced when hiring freelancers. He has been able to utilize his most loyal customers and has since built a referral program which stands above most others, and is one of their most successful marketing streams. Connor shares with us how he created this referral program, the benefits his business has enjoyed, and how you can grow your business using word of mouth. A Successful Drop Ship Business With a business which used drop shipping, it meant that they didn’t actually have to ever handle any products. Instead, they created relationships with the people who made the products and were able to hold the stock in their own warehouses. They were representing those suppliers on Amazon, and that is what allowed them to increase their inventory to over 500,000 products. However, that brings with it a lot of busy work in ensuring the stock levels are accurate. And these suppliers they were using wouldn’t cut out the middle man and sell on Amazon themselves because of the expertise. Selling on Amazon is a different kind of beast, and Connor’s team knew how to handle it. There are policies and procedures which you have to stay in line with in order to ensure marketplace sellers are providing a high level of customer service and satisfaction. And that’s why suppliers go to companies like his to do it on their behalf, and to capitalize on a sales channel they otherwise weren’t on. The workload obviously meant they had to hire more people, and choose people to work in-house and as remote freelancers. This led to frustrations for Connor and he didn’t like the hire platforms they were using which required a lot of time upfront. With FreeeUp, they allow business owners to work with the top 1% of remote freelancers specializing in e-commerce, digital marketing, and web developer/deign. Designing A Referral Program The referral program is one of the marketing strategies which they identified at the start as being something they felt they could make unique, thanks to the way the business worked. Most offer a percentage or dollar discount for every person signing up through a referral link. At FreeeUp they offer a higher incentive to make their referrers feel more involved and valued. They pay 50¢ for every hour that is billed to anyone they refer, and that continues on forever. That amount is then either taken off the referrers own bill, or paid directly into their bank account. A thing which a lot of business owners overlook when they first get started is not tapping into their most loyal customers. So Connor suggests you should identify the top 10% of users who really love what you do and are going to be your biggest word of mouth source. If you can then get them involved in the process of creating the referral program, they’ll then feel they own it even more and will want to share it out to their communities. They communicate a lot with their clients using Skype at FreeeUp, and have created a group chat for their high-use customers as a communication platform, as well as creating a Facebook group for them all. This is then a great place to bring them all together, share the latest news about the service, and receive feedback. So it’s a good place to start when starting up anything you want your customers’ opinion on. How To Build It You then want to think about how you can incentivize the loyal customers to share your service with their friends, colleagues, and the wider community. And it should make their life better. This is usually money, in one way or another. Shopify and other software companies like to give you a percentage of the monthly fee they receive from people who sign up thanks to you. In an e-commerce business, you could easily give them a cut of the sale which resulted from you spreading the word. Other ways businesses incentivize referrals is giving people extra for their money, or a discount off of their next purchase. Although FreeeUp didn’t actually end up testing their referral program because it worked right away, they did test the amount which referrers received. Ranging between 25¢ and $1, they figured out the best amount for spurring people on refer people, whilst making it work economically for the business, was 50¢. In the end, it all comes down to using a unique code or link with which to identify the referrer. This is something which most technically-minded can do, but there are also programs, plug-ins, and apps which you can build into your website to do it for you. Marketing Your Referral Program An affiliate or referral program can be a tricky thing to explain if you go into too much detail. So it makes sense to just keep it simple when it comes to telling people about it, that way it is easier for people to get behind. The content on the referral page of FreeeUp breaks down what someone who signs up might be making, providing a few hypothetical scenarios and examples. Then it breaks the process into four steps for people to sign up and grab their unique tracking URL. To be successful, you have to give them what they need in order to be successful with the program. There are a lot of influencers who succeed with it and therefore enjoy heavily-discounted bills, free use of FreeeUp or money paid directly to them. A majority of people using the program enjoy money off their weekly bill. To spread the message of their program, they utilize the personal calls they make to new customers, as part of their welcome, to inform them of the referral system in place. They also use email campaigns and social media to let people know about the program after they’ve used the FreeeUp servicing themselves. They work the marketing of it into the daily touchpoints which they have with their customers to ensure the message is getting out there and is simple. And the referral program is also available for people who aren’t FreeeUp clients themselves. By doing that they’ve had no negative experiences, but they find that those people often end up signing up themselves after a time to use the services. Online and Offline Referrals can work offline as well as online to allow you to tap into your loyal customers whatever type of business you run. You could produce fliers for your customers to give to their friends, family, colleagues, and neighbors, and offer a discount or free service when people sign up. Hearing about a service from someone you know has a huge impact, especially when compared to people seeing your ad or hearing your sales pitch. That’s because they actually hear about your services first-hand, which that gives them a lot more trust in you. And when you give people an incentive for doing it, they’ll then be more willing to go the extra mile to tell more people about you. Whatever you do, it has to work financially for you. Making an investment in your clients and other people willing to let others know about you, will mean your word of mouth advertising goes to the next level. When they see what they get in return, they’re then more motivated to get you, even more, customers, and that can only be a good thing. And Finally To find out more about hiring freelancers to help you out using FreeeUp, visit the website where you can also see details of their referral program. And to learn more about Connor Gillivan and what he does, his personal website is the best place to go. Connor’s book Free Up Your Business, including 50 secrets for bootstrapping million dollar companies is available on Amazon and the FreeeUp website.
13 minutes | Jun 19, 2017
How to Delegate When You Don’t Have a Staff #667
This could be crucial because it is something we hear a lot and everyone thinks oh yeah, outsourcing, delegating, building up, getting people, building a team. But remember how annoying, how frustrating it was hearing about that and I didn’t have any money and I didn’t have enough work to do to do that. And all everyone says is “Build a team, build a team. Outsource this.” So how do you do it? So this is crucial because to try and outsource, to try and get other people to take some of the workload off you is essential. You do not have to build a big company but I can assure you if you’re doing your admin tasks, if you’re opening the post, if you are going down the bank, if you are doing your own books, you are wasting your time my friend, it is not good. [player] And you are saying, “But it only takes me five minutes.” It doesn’t, it interrupts your flow. You cannot do something and then go and stop that entirely, start to do something else and then go straight back into the flow. You know when you are in the middle of something you’re in the flow and time flies you didn’t even realize it and you say, “Oh, hasn’t time flown.” That is good work, you are better off doing the stuff that makes you money in that time, not something that you could hire someone to do for a few quid. So let me cover this, you might say about dreams, and this is a quote from somebody I don’t know who said this, but if your dream does not require a team, your dream is not big enough. That is true for a lot of us, but I am not entirely convinced, you don’t have to build a big company, let me give you permission, don’t listen to them, don’t be pressured, you don’t have to build a big one. But it doesn’t mean that you can’t not make loads of money and have an easy working life. Back in the days I was trying to figure out how I could get by until I could afford an assistant and begin to build a team. And this is where this comes from but also I have got to do give the nod to Michael Hyatt, there is a lot of this it from Michael Hyatt as well, he did a great podcast quite a while ago on this and there’s a lot of information from him because he puts it so well. And I am just going to say you might be thinking, “Well, who is Michael Hyatt? How do I find him?” Now I’m going to start getting strict with this stuff; if you cannot figure out how to find a guy called Michael Hyatt online, if you need me to tell you where his website is or whatever, you’re going to fail. I am sorry you’re going to fail you’re not going to get anywhere because you haven’t even tried. Think of the obvious place to search for anything. Start there. I’m trying to help you help yourself, I am not being cruel. Is this tough love? No, just put some effort in, please, please. Get Stuff Off Your Plate So first of all, the first thing is you need to get stuff off your plate. So think of, Michael in fact refers to this, think of triage, in triage you know on our battlefront and in hospitals, it’s not quite, this is more battlefront, but nurses triage patients. They look at the people who are definitely going to die and they don’t bother with them; they look at the ones who are definitely going to survive, they don’t bother with them, they look at the ones in the middle and those are the ones they work on first because they want to keep them alive, put them into a position where they are definitely going to live. And the same with your “To Do’s” just bear with me. In your to do list, a lot of that stuff does not need to be done right now, you have not got time. If you worked Saturday and Sunday, at the end of Sunday with your “To do’s” you would still have stuff to do, but when you finish you would still have more to do and you say, “I will get it done tomorrow”, so your “To do’s” will never run out, no matter how good you are, so you have got to get this into your head, you had better do something about it. So pick the stuff that is going to earn you money; I want you to think it eighty, twenty, eighty percent of your time spent doing stuff that’s going to earn you money, the other twenty percent doing other stuff, because if you earn money you can then afford to pay people to do these other bits for you. Cool, eh? Avoid Busy Work Avoid busy work, avoid time suckers. There are people out there, there are just jobs that will just to keep you busy, you don’t need to do it. They generally involve things you are not that good at doing. And when I say not that good at doing, you are not trained, you have to train yourself. For instance initially setting up say auto responders and learning all that, learning MailChimp or AWeber when there are people out there; you would have to pay them but they could get it done in an hour, things that take you all day once you have learned and even when it takes you all day, you are not that good at doing it because you are still learning. Editing videos, why edit videos? Why? You have got to learn if you’re never done it before; people tell you it’s easy just learn this, here is a course. Why? Why bother? Don’t waste your time, this is busy work this is what we call it, it is just not worth the effort, honestly. So just do things that you call essential revenue earning only. That is what I would say, that is pretty good. So use that as the definer, essential revenue earning. Email How about email? Email is a killer, obviously email is the death of all businesses. It doesn’t need to be like that, by using Gmail. Have you ever tried it? You’re thinking “No, I am not.” Try it. Gmail has filters, it has canned responses, you can filter, I mean again Michael suggests for instance if you have got to sort through your emails and forward certain ones that are to do with your account on to your bookkeeper, you can actually set up a filter that automatically forwards those to someone who does your books. Cuts out to the middleman. There are ways of doing this. How about answering voicemails? How about instead of listening to them all, look for a service that does voice to text or voice to email. Then how about asking people for help? Really, ask for volunteers, you will have a lot of fans a lot of who knows what? Ask them for help you’ll be shocked how many people. Then how about part time virtual assistance? You know you have the bit where you are thinking you can’t afford all that kind of stuff, you can’t afford it. Well, there are companies out there if you just Google, use Google, search for a “part time virtual assistance” or “part time VA”, you do not have to hire people full time, there are people who do this for a living. There are businesses who will make people available to you three hours a week, five hours a week, ten hours a week, you can up, down and they are at a lower cost than hiring yourself because you don’t have to pay them holidays and all that stuff and easy in easy out contracts, all that kind of stuff. Ways of doing things. Remember another trick to this, work out your true hourly earnings. Actually, work out the profit, divide it by the number of hours you work and you will find whether you’re earning say a hundred pounds an hour, fifty pounds an hour, ten pounds an hour, who knows? Because those three, a hundred, fifty, ten pounds an hour equate to two hundred thousand pounds a year, a hundred thousand pounds a year, twenty thousand pounds a year. If you are earning a big amount of money, there will be people that can do things for you for a lot less and then you can earn more money and just allow yourself to say, “No”. Tuesday Toolbox Tip But anyway, that’s it for today, I’m just going to give you a toolbox tip which is called hunter.io, where you will find email addresses. If you can’t find emails for someone this, if they’ve got a free service, just try it, it starts off it shows you how you can find people’s email addresses and then you can contact them and get leads and stuff like that. Anyway, you will figure it out. Don’t forget tomorrow, Expert Interview Series, it’s a guy called Connor Gillivan, very very interesting I’ll be back the day after.
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