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The Marketing 24-7 Podcast
10 minutes | 5 days ago
Shiatsu and the Art of Marketing
In this podcast I talk about how a shiatsu massage aligned my body but even more importantly sharpened my marketing tools. It pays to go about your daily life with your eyes wide open... even when you are having a shiatsu massage. As I have said many times before in these podcasts we are all students of marketing and the lessons are all around us... daily. This episode highlights my latest lesson - and my wish is it helps you as much as it helped me.
6 minutes | 12 days ago
What Are Your Marketing Foundations
Most entrepreneurs like to...Ready, fire, aim! That’s good. It’s what makes us wake up in the morning, get our products out there, and change the world. So a word like foundations is boring. Definitely not sexy. BUT so essential!! Podcast Transcript Most entrepreneurs like to go go go!! Ready, fire, aim, right? That’s good. It’s what makes us wake up in the morning, get our products out there, and change the world. So a word like foundations is boring. Definitely not sexy. When you stop to learn something like marketing foundations, you may feel like you’re slowing down or taking a step back, but it’s crucial to lay a good foundation so you can build a big house. After all, the foundation you need for a $100 million-dollar business is gonna be a beast compared to a foundation that will support a $1 million-dollar business. A solid foundation multiplies and maximizes your efforts. It means that when you’re ready to go out there and sell, everything you do will be stronger, faster, and more profitable…even if you don’t exert more effort. Good foundations build and sustain businesses during all the ups and downs, so don’t skip the chance to learn and shore up your business foundation.
7 minutes | 19 days ago
Simple steps to become very successful in business through great marketing.
Expand your thinking and expand your skills. Some simple steps to become very successful in business through great marketing. Podcast Transcript IF YOU ARE AT POINT A AND YOU WANT TO GET TO POINT B IN BUSINESS, A BIG PART OF GETTING FROM A TO B IS GOING TO BE VIA YOUR KNOW-HOW AND SKILLS. A big part of this shift for many of you, is simply to stop thinking like a marketer and to start thinking like a billionaire. I have already covered this, but to be more specific, making this transition involves these steps to become very, very successful. How to write better copy or to get better copy written. How to build systems that will convert strangers into sales. Learn to create campaigns that cause those new customers to continue to buy from you. Be able to increase your prices or sell more frequently at a higher price to existing customers. Drive traffic from advertising. How to generate more leads. Discover how to lower your cost per lead while raising your value per lead.
6 minutes | a month ago
Is it the Pleasure or the Pain that Motivates Action?
Our brains either move us away from pain or toward pleasure. When you learn how to use this to your advantage, you’ll get so much more done! This Podcast discusses this subject and more. Podcast Transcript Pleasure Vs Pain Our brains always move us either away from pain or toward pleasure. When you learn how to use this to your advantage, you’ll get so much more done! The launch of one of my projects took months longer than it needed to because I was procrastinating on my part of the project. I had associated so much pain and suffering with it that no matter how many times I came into work early, I figured out ways to avoid doing it. I see this happen all the time with people who are ready to take their business to the next level. They associate so much pain with spending money on ads, but instead they spend more and more time and money on additional training and courses and coaching and seminars. Their brain is trying to find pleasure and move away from pain because the fear of the ad not working is so strong. Somehow the success of the ad becomes a symbol of the total failure or success of the business. They believe that if the ad doesn’t work, then the offer is terrible, and the business should just go and curl up its toes. Back to my procrastination, I spent 6 weeks delaying a task that took me 20 minutes to do. The pain in my brain made it so much worse than it actually was! So how do you use your brain’s natural tendency—to find pleasure and avoid pain—to your advantage? What I do is to create something that had so much pleasure and excitement, so my brain felt like, “I want that! I want that more than I care about the pain.” That’s step one. Create that thing. (And no, I am not going to tell you what it was in my case, because it’s unique to me its a bit stupid and childish, but it was a pleasure thing for me.) Step two is to tell yourself you can’t have those good feelings until the painful task is done. The pleasure eventually dwarfs the pain (if you do it right). Like a magnet, it pulls you to complete the task. Step three is to recognize the next time it happens. Remember how big the pain felt and how once you actually did it, it really wasn’t as bad as you’d made it out to be in your head. So that’s the essence of this message, find a pleasure big enough to override the pain associated with tasks you don’t want to do and get them done.
14 minutes | a month ago
The Irresistible Bargain
I woke up to a text from a client the other morning that said mate I need your help. I love my clients and this client in particular has done just about everything I’ve asked. But, at the end of the day you can’t take the trader out of a businessman. I got myself a bargain., he said. They started asking for $6000 for that newspaper ad, but I negotiated them down to $2000, mate it’s a bargain…..But! There’s only one problem I need the artwork by lunchtime today. Mate, can you get it done? In truth there was probably more than one problem. Like do you really need to spend $2000. Is it really a bargain? Why do you think they offering discounts? As it turned out the same day that the half page colour advertisement ran in the daily newspaper, was the same day that we had started a Facebook campaign to generate clients for this client’s loyalty list. Now, just two weeks later let me compare and contrast the results. I chose to wait two weeks before doing the comparison because the Facebook campaign ran for 14 days and has only ended this morning. I imagine other than my client who has the newspaper from 14 days ago on his desk, the bulk of the print copies of that newspaper would now be in landfill! The half page colour print advertisement looked great, sadly it was on the left-hand page, but it was early in a special supplement. All of my clients competitors had also been coerced to advertise and as such my client felt he was at least in there with the rest of his industry. With regards results, well honestly how do you know? Without a coupon (which is a bit old fashioned, nowadays) there is no real way to tell in this client’s business whether they entered his retail outlets because of the advertisement or not. So, to be fair, the newspaper advertisement did a reasonable job of positioning my client alongside his competitors in a special supplement which he was probably expected to be in. But this privilege came at a cost (albeit discounted) of $2000 plus artwork of around $350. Now let’s look at the Facebook campaign. When I first met my client, his daughter had done a fabulous job of cultivating for his business a vibrant and responsive Facebook page. She had incrementally built the page to have around 3000 followers, the size of this following has allowed us to test the market with our messages and offers very quickly. When we find a message that resonates with the followers, we then spend money as a sponsored post. This particular Facebook campaign was promoting a message that resonated extremely well and as such we had a fair degree of confidence that it would produce strong results. To put things into context, I need to backtrack a little and tell you more about my client. He is a successful businessperson and he understands how to get rich in business. He understands that in business what one really does is multiply capital by leveraging assets. Until I joined him, he had never really made the connection that his business marketing should also be treated with exactly the same mindset. What I had been encouraging him to understand was, that in marketing the capital is the money that is invested into advertising and the assets are the campaigns and products that turn that investment into a profit. Up until this point when he managed to screw the daily newspaper down to an irresistible deal, I thought I had him no longer thinking about “products and promotions” but rather thinking about assets and ROI with all of his marketing. Obviously, I have more work to do, but I have a hunch that after he has heard this episode he is likely to see what I mean! Back to Facebook. The sole purpose of this campaign was to get email addresses from interested prospects. Knowing that most people aren’t going to buy the first time they see your offer this campaign was based around giving something valuable and free in exchange for the prospects email address. Remember we had tested this concept on our Facebook followers and knew that the likelihood of market acceptance was high. Our plan, once we had the email address was to build a relationship of trust and value and not necessarily to make a sale. Thanks to a function inside Facebook where one can create a lookalike audience similar to the attributes of the people who currently follow our page, we could target with a considerable amount of confidence a whole new populous of people that were likely to respond to our offer. As the email addresses started to enter our campaign funnel in considerable numbers, we began to see their reactions to our pre-formatted auto responder emails series aimed at developing trust. Yes, all the preparatory work had been done and the fruits of our Facebook advertising was to benefit from this work. The beauty of course is that this campaign now exists (Facebook ad copy, lookalike audience, website landing pages, the valuable bribe, auto responder emails, the lot) and can be activated at will. (Sounds like an asset to me!!!!) Knowing that in every sales situation, there’s always an action or series of actions that a prospect typically takes before they buy. We call these actions response indicators and they are the key to any campaign success. For example, in a car buying scenario, people rarely buy a car without first taking it out for a test drive. Therefore, the test drive is the response indicator. This is why when you go to a car dealership, the salespersons first priority is to get you to take the test drive. Here is how this was applied to this campaign. We sent traffic via Facebook to a landing page on our website that advertised a free report in exchange for the prospects email. In order for the prospect to trust us enough to buy, they needed to read the very report they opted in for. The act of them reading the report was the “response indicator” in our campaign. Shocking statistic reveals major opportunity Research shows that 50% of prospects are never going to access the information they opt in for. This means your chances of making the sale are immediately cut in half because statistically speaking, half of your prospects never made it to the first “response indicator”. Obviously, we had a cure for this, and this was by creating a sequence in our campaign whose sole purpose was to simply move the prospect from one response indicator to another until ultimately, they purchased. This was all pre-set in our auto responder campaign and worked a treat. How did we know that a buyer came from this Facebook campaign? Well unlike in print advertisements it is still cool in emails to include coupons. In our case we simply offered a small bonus for every purchase of over $150. In summary, the 14-day Facebook campaign yielded 384 new prospects, all now onto our database at a total cost of $75. What is more we were able to track that to date $3898 has been received from these registrations. Plus we still have them on our database (as we like to call them Traffic we Own) and receiving our auto responders which will continue to drive them bit by bit toward incremental response indicators that finally sees them attend the retail outlet and make a purchase. Here’s how the numbers ended up: Total spend: $75 Total Opt Ins: 384 Total revenue collected to date: $3898 For every dollar we spend on that Facebook ad, we got back $51.97 within 14 days. Plus we got 384 new email subscribers and created tons of goodwill with them. So I’m sure more will come from it. Here is the bottom line. It’s true. The fortune really is in the follow-up. Just not in the way you’re used to. You can’t bludgeon people with pitches and offers and expect it to work. But if you have a truly dynamic campaign that tracks user behaviour and responds accordingly you can see your sales grow like nothing before. So, there you have the comparison warts and all. I’m sure my client is likely to opt for a print media advertisement again, and when he does I just have to make sure that we run a dynamic social media campaign with a pre-prepared sales funnel at exactly the same time to pay for the print ad and make some money at the same time. Does this story resonate with you?
4 minutes | a month ago
The Business Law Of Generating New Clients
If you can’t consistently and profitably generate new clients, you’re in a terrible business. Get out. Please listen to this important Podcast Podcast Transcript If you can’t consistently and profitably generate new clients, you’re in a terrible business. Get out. I know that sounds harsh. People say to me all the time, “But I have these clients who love me!” and that’s awesome. But it doesn’t make this business law any less true. The second law of thermodynamics—the Law of Increased Entropy— means everything deteriorates. There’s no standing still in business. You’re either growing or dying. It’s just how the universe works. You get an apple and you set it out in the sun, what happens? It doesn’t bloom or become bigger; it deteriorates until it becomes really gross rotten apple. So if you have a business with existing customers but aren’t continually getting new ones, it’s going to start deteriorating quickly. You want to be successful in business? Maybe you don’t love selling, but all people seeking success in business —regardless of industry or niche—need to learn how to sell. That is your first job as an entrepreneur. Figure out how to consistently and profitably get new people to give you money. Until you get to $1 million in your business, that is your job. Your primary Focus..
7 minutes | 2 months ago
How Reading Emails Can Help Your Business
How many of you have replied to a marketing email or text or post with something like, “Stop texting and emailing me! It’s too much!” This blows my mind, because experts are always looking for ways to learn more about marketing, even the tactics they don’t like. Listen to this podcast and I will discuss with you a better way to approach things. Podcast Transcript Are You A Student Of Marketing? How many of you have replied to a marketing email or text or post with something like, “Stop texting and emailing me! It’s too much!” This blows my mind, because experts are always looking for ways to learn more about marketing, even the tactics they don’t like. Recently I launched a product to help to use Instagram for your business, as I released my marketing sequence I could sense by the replies and uptake that my marketing client list were becoming super excited, signing up, and starting to talk about it to others. A few days in, however I got a text from a member that said, “Hey, can you take me off this Instagram email sequence as I don’t think it suits my business!” I couldn’t believe it. I was like, “What are you talking about?” “I’m tired of getting all the messages, and it’s not for me. Please cancel it.” I wanted to write back to him, but I didn’t because I was so annoyed and sad. I know him and he runs a marketing department for a business, and he has told me he is trying to learn how to better market his company’s offerings and get a better return on investment. Well guess what? With this Instagram For Business launch, if he opened his eyes and mindset, he had a perfect behind-the-scenes seat to a launch that was selling its sock off! He had all the marketing material emailed to him every day, but instead of saying, “Wow, this is a really good case study about how to launch a product,” he got annoyed with it and asked to cancel it. It just blows my mind how many times people who are trying to learn and improve their marketing get upset with it. No matter what your expertise or industry, you must become a student of marketing if you want to beat your competition. And not just a student, an OBSESSED student. Are you a student of marketing? Well the best university of marketing is usually sitting in your email inbox, your social media feed and even at the football stadium, in fact it’s all around you – you just have to alter your mindset and open your eyes.
11 minutes | 2 months ago
Should You Be Doing Your Own Marketing?
Marketing. Everyone knows they have to do it, but how? There are great stories about people who started with nothing but an idea and built a business from Facebook up, but is that feasible for everyone? Hardly. In fact probably not… Good marketing and building a business takes time, money, expertise, and sometimes the humility to say, “I can’t do this for myself; I must outsource!” So how do you know when to DIY and when to let someone else take the wheel? This podcast is here to help. Show notes In fact, I refer to this as a Client Generation System and this is the essence of my Business in a Box service that I offer to clients just like you who are grappling with getting started or revamping their business and need more clients but aren’t sure where to start who to trust or whether to DIY versus getting it DFY If this is something you are grappling with visit my website https://petergianoli.com/business-in-a-box For an explanatory video of what my program has to offer.
5 minutes | 2 months ago
The Difference Between A and B Players
People wrongly assume that to be an expert they need to be the smartest person in the room. But that’s completely backward. Your expertise grows when you surround yourself with smart A players who can make you look good. Podcast Transcript A and B Players the difference!! People wrongly assume that to be an expert they need to be the smartest person in the room. But that’s completely backward. Your expertise grows when you surround yourself with smart A players who can make you look good. Don’t find the cheapest help or create a team of B players. You will end up looking bad and paying more. I know this from experience. I’ve hired people who are the cheapest, and I’ve hired the most expensive, and I’ve hired people in between. When you invest in A players, they are massively more productive than B players. When you’re just starting out, you might try to get B and C players because it’s cheaper, but in reality it’s way more expensive in the long run. One A player can do the work of 10, 15, or 20 people. It may seem hard to believe, but it’s true. Today in my business I like to try before I buy. Thanks to Upwork, fiver we work and a host of others for certain marketing type skills I use this strategy. I have found The best way to find A players is to hire three people to do a small project. Pay for three versions of what you need. Pick the best and give thatperson the next project. If they do well, give them more. This way, you’ll always have A players on your team. In order to be an expert, you shouldn’t surround yourself with people who know less than you. Instead, build a team of experts who know more and can do things better. It will elevate you and your company much more quickly than a team of B players would.
27 minutes | 2 months ago
Even Creatives Have to Market
In this episode I interview singer, entertainer and performer Darlene Marie. Fresh from her fourth Fringe Festival sell out tour we discuss what it takes to have sell out shows. If you are an artist, perfromer or running a business with a personal flavour this interview is a must listen. For more information on Darlene Marie visit the Brown Street Studio website.
9 minutes | 3 months ago
Getting Your Business to Stand Out
Let us be honest, by and large it is a crowded market. The likelihood that your product or service is so unique that you do not have any competition is as rare as a Fremantle Dockers premiership :)!! We need another Real Estate Agent (not), nor do we need another Coffee Shop, yet, new market entrants are constantly making an impact. How can you make an impact with your product or service and this podcast will discuss how! For more training on this topic visit petergianoli.com/authority
21 minutes | 3 months ago
Dominate Your Market Niche and Build Authority
This podcast outlines how easy it is nowadays to position you and your business as a voice of authority. By following this advice you will position yourself so that your dream clients will be exposed to you and your message on every platform that they live on. Now this isn’t for people who are just dabbling. This is for people who believe so much in their message, people who are so passionate about their message, they’re willing to go out there and try to be everywhere to all people. Podcast Transcript Ok I admit it I am not a huge fan of SEO. I dabbled in the dark arts of SEO for a long time. But the ability to position oneself as an authority in a niche of my liking and in doing so dominating the conversation for me has become so much bigger for me, especially so as social media channels started happening and we now have all these amazing channels. For example Facebook, Instagram, YouTube, Twitter and Podcasting so many options have and are popping up. Now to benefit from this phenomenon you need to make sure you’re everywhere, omnipresent, everywhere you look you are there and you’re entertaining and educating, you’re there. I want to be as omnipresent as I can on socials. So when you pull out your mobile, if you open it up, it doesn’t matter if you’re going to the Facebook app, the Instagram app, or the YouTube app, you are seeing me and my message. Now I’m sharing this with you, if you want to dominate the conversations in your particular market niche here’s how you do it. How to get your dream clients addictively binge watching you on every platform that they live on. Now this isn’t for people who are just dabbling. This is for people who believe so much in their message, people who are so passionate about their message, they’re willing to go out there and try to be everywhere to all people. So, as a precursor to this let me share some thoughts on this topic by paraphrasing Gary Vaynerchuk. I think the mobile phone is the television in 1965. and the TVs of today are back where the radio was in 1965. So if you study is history you know it loves to repeat it’s self. “So if you go look at the brands, the beer brands, that were romantic about staying on the radio because that’s how they did it, and didn’t shift to television while things like Miller Lite, that nobody’s ever heard of, went TV only and became the brands. If you look at TV 1965, that’s what I think this is. And I think YouTube, Instagram, and Facebook are ABC, NBC, and CBS. “That’s what’s happening. So what you need to do for your business, is figure out the channels where you could be the star of that network.” So when I saw this clip from Gary Vaynerchuk it resonated We have this really rare, really unique opportunity where literally the mobile phone that Gary said, these are the TVs from the 1960s. So knowing what you know now if you were back in the 60’s and wanted to make it big in business you would be all over TV right and you would be on every channel like the Dem tel guy and. you’’d build the biggest brand possible. Well, we can do the same thing today, that’s the whole goal. So, I’m going to walk you through my model, because this is what I am doing for both myself and my clients. I’m trying to dominate the entire conversation in our marketplaces, and, if you weave these types of things into your marketing, and start getting your message out to people, it’s going to change the game for you. Alright so let’s go over a brief history of TV. Step number one with TV was to get distribution into people’s homes. People had to build TVs and actually get them into people’s houses. That must have been a horrible process. But eventually there was a TV in everybody’s home. Then the next step was the channels. So on each TV there was the ABC, Channel 7 then along came 9 and eventually 10 and somewhere that I can’t remember how SBS. 4 channels primarily was all there was. And then each channel had individual shows, and that’s how TV works. So we have distribution, channels, and then shows within channels. Well, Today the game’s a little bit different. But it’s similar. So how we play today, number one, people already have the TVs. Everyone already has a mobile in their pocket. In fact, I bet most of you listening to this are doing so on a mobile – am I right? Okay, so distribution is now done. That’s nice. That’s taken care of for you guys. Step number two then, is to have a channel. How many of you guys have the Facebook app on your phone? YouTube app? Instagram? The channels are already there as well. So our step now is to create shows on these channels, and then promote these shows. That’s it. That’s the game, it can be really, really fun. The other thing to keep in mind – just like with TV shows and their ratings – the shows that really work, the ones that really go off are the ones that entertain, teach, or make a difference. You need to keep this in mind when you are producing content for your shows – there is no difference – you need to keep “art” in mind. I digress… Alright, next step, this is the secret I need everyone to understand about business as a whole. I wish somebody had explained this to me twenty or so years ago. It took me a while to figure this out. The secret to winning in my business and any business at all for that matter is distribution. The person who will win, is always the person with the best distribution. The ability to get their message to people, distribution is the key. So the big secret in this whole game is building your own distribution channels. When you have it you can sell whatever it is you want. You can sell services, you can sell products, you can sell memberships and courses, you can sell whatever you want to sell you can sell it. But you have to have distribution channels to do it. Now on the internet, most distribution happens a couple of ways. One is via our email lists. How many of you guys have an email list right now? Good, that’s your distribution channel. My email list has saved me many times over stupid choices. It’s a distribution channel. You can create a product, create a service, send the email out to that list, and then make you some money. I remember when I first got this, this was probably 12-14 years ago now. I was marketing high end apartments and the local newspaper had become uncompetitive – we were forever playing catch and kill type marketing/ That was so hard and expensive and ineffective. Then I began experimenting with database building and marketing and it changed the game. Recently I heard Russell Brunson explaining the concept of the email list and he said, “ if you have an email list of 100,000 people and you send an email out selling a $30 or $40 product, .001% will buy, that means around an $8,000 return.” Wow who doesn’t need one of those list things. That sounds awesome.” And that kind of the key. Now if you look at the metrics, .001% is a number most people think is low, but if you have an email list you should average, on average at least one dollar per name, per month, on your email list. And that’s on the low, low end, if you’re really bad at this. If you understand that, then what’s your goal? If your goal is to make a hundred thousand dollars a year, or to make a million dollars a year, whatever that is, you just have to reverse engineer it. “Okay I need, if I have 10,000 people on my list, that’s $10 grand a month, that’s $120,000 a year.’ Boom, that’s where you focus, how do I build that distribution? If you want a million dollars a year you say, “Okay I need 100,000 people on my list, that’s $100,000 a month, times 12 months, 1.2 million.” That’s the key to the distribution channel. You’re building a list. Again, this is, one dollar per name, per month, is on the lower end. Especially now days when all the stuff we’re tying in with social media and connection with my clients, I’ve seen those numbers go up. I’ve seen people achieve 10, 15, 20 dollars per month, per name. So this is like the low end, if you’re really, really bad at it. Is that exciting? It should get you pumped because honestly this is the key. IN the show nots of this podcast I will add the product page of my 24-7 List Building Package which sells for a paltry $19 Number two now, which is growing rapidly and almost probably bigger are social lists. Messenger is one of the biggest. How many of you guys have been using messengers in your business? Yes, this is a gift from the marketing gods. I’m grateful for messenger lists. So the question is, should I build an email list? Or should I build a messenger list? Which one’s better? And the answer is you need both. Do not rely on one distribution channel in anything. I promise you guys, Mark Zuckerberg does not like your business as much as you do, or as much as his own business and someday he will change the deal on you, I promise. One is like the scariest number. If you build nothing but a social list, you can be in trouble. If you build nothing but an email list – whilst not as much trouble. Its best to have a blend of both. In fact, I am working on a how to Messenger training course as we speak and it should be available so stay tuned on that one. So how do you build your distribution? There are three types of traffic. The first type of traffic is traffic you control. you don’t own this traffic, but you control it. Zuckerberg owns traffic, so you can go to him and ask, can I give you some money for some of your traffic?” and he’ll likely say, ‘Sure. Where do you want to send it to?” and you now control this traffic. And you say send it over here to my landing page. That’s traffic you control. Any kind of ad you are paying for, you are controlling traffic. You do not own that, but you are controlling it. The second type of traffic is traffic that you don’t control. The traffic you don’t control is where people just show up onto your site. How many of you guys have a blog and somehow people show up and read it? You don’t really know how, but they’re there. That traffic is really nice, but you don’t control it so it’s, they show up and they’re there and that’s awesome or they don’t. A lot of times SEO, or PR or things like that are aimed at getting people to just show up because of stuff you’re doing. I see a lot’s of people simply relying on these two – either buying ads or free search and to a lesser extent nowadays PR. For me it’s neither of these. These are two really bad distribution channels. I want to build my own distribution channel. So, all the traffic I control and all the traffic I don’t control, all gets pushed into one thing, that’s to become traffic that I own. The only reason I give Mr Zuckerberg money is so I can take clients off his platform and turn them into something that I own, so now I can own that distribution. Does that make sense? When I own the list, I can wake up one morning and say, “Hey I think I should do an event. Let’s call it Peter G Live. Do you think anyone will show up? I don’t know, I own some traffic. Let’s throw some traffic at it.” I throw some traffic at it and all of a sudden, I find out if people want it or not. Sometimes they do, sometimes they don’t. If I did a good job on the what and the how then folk buy it and I say, “Cool, let’s do more of this.” When you own traffic, you can make these offers, you can make up ideas, it becomes, this game becomes really, really easy to market and build your business – you now have some real levers to pull and execute. So if you shift your mindset from, “I’m going to buy ads. I’m going to do SEO or whatever.” All the traffic that you get you must turn into traffic that you own. Because after you own it, you can do anything you want with it. So that’s my goal every time I work with clients in building up their busieness. That’s my goal. Converting traffic you control and don’t control into traffic that you own. So all the traffic I control, if I’m buying any kind of ad, I’m not sending it randomly somewhere, I’m sending it to a defined system to convert it into traffic I own.
8 minutes | 3 months ago
The Worst Number in Business
The worst number in business is one! The best number in business is many. It starts with two, but as quickly as possible you should grow the number to many. This podcast episode outlines why and how many is your friend.
15 minutes | 3 months ago
The All Important Fuel for Your Business
To prevent your successful business from dying, heed this warning now. In this episode I provide a warning of why you can never stop oxygenating your system. Here is some of the advice in this episode: Find out how I learnt to always oxygenate the system. See what kinds of things you can be doing to keep yourself relevant in the eyes of your customers. And find out why even when you’re successful you need to continually put oxygen into the system. Podcast Transcript I have had this recurring theme in my head for the last couple day or so and I need to share this with you. So I’m going to talk about my own experience, and then a close friend’s experience, So the theme, the message today is you have to keep on putting oxygen into the system. Now, I’ve experienced this about three or four times throughout my career, I’ve made this mistake and learned from it. And hopefully I won’t make this mistake again. But a lot of times what happens is we start having success with something and we think, “This is amazing.” And then you stop doing it, for some reason. In my business for example, I’ll start growing a list, I’m doing something to get new customers, new people to my door. And I’m having fun with it and it’s working and then I start shifting my focus from that to selling them. And in doing so I forget about the oxygen or the fuel if you wish - that was bringing people into business in the first place. At first you don’t notice it because you’re having success converting the existing customers you had already brought in, but eventually it starts imploding and your company will struggle. I’ve seen and discussed this with countless people who have come to me for marketing help and advice. When I ask them about the “good old days” in other words when they were making a dollar and loving their business success – they will all tell me about the things they used to do – the weekly ads, the weekly visits to customers – the weekly radio spot the weekly Facebook post whatever but for some reason it got hard, they got busy, it stopped working they are not really sure…. but they stopped. And surprise, surprise times are now tough. Look I get it – in fact I’ve done it “I had another podcast called Monday Sales Coach I podcasted every single week, for well over 18 months and I started getting busy with sales consulting and strategy work, I mean really busy and then I stopped. “I was making money, things were great. And then I go and cut off the oxygen that was fuelling my success.” That’s what happens and I know you are thinking, “I would never do that.” But how many of you guys are still doing weekly client outreach? Alright, that means you cut off the oxygen to your business. Let me step back and tell you a story. About 5 years ago I decided to reengineer my company and what I intended to specialise in. In doing so I also decided to modernise my branding realign my USP and obviously revamp or should I say rebuild my website. (ok, so I don’t do half measures very well 😊). So all up by the time I had achieved everything it took every bit of six months. I remember deciding during that process, “I don’t want to email my list at the moment. I don’t want to confuse them; I don’t want to freak them out. I want them to be ready so when I have the new look ready and launched and live, they’ll be ready to hear from me and of course buy stuff.” So for nearly six months I didn’t email my list, and then the new look came out and I was so excited and I emailed the list. My list would normally get close to a thousand clicks and was very responsive to my emails. Sadly, I remember this time I had around 300 opens and 12 clicks. “Oh crap, they don’t remember who I am. Not good. Getting some money into the door at that time would have been great as the revamp wasn’t cheap when I added it all up, and this was the expectation of this whole promotion.” They (the database) had forgotten who I was. I hadn’t been putting oxygen into the system. And it was a very sad, and kind of scary lesson. I had to scramble to rebuild the value in my list, rebuild a connection with them, get new people. I remember saying, “I will never not email my list because people forget so fast.” If I waited a week to email my list, if it takes me three weeks to email my list, 2/3rds of my list will have forgotten who I am by that point. There’s so much noise, so many things happening, you have to always be out there. That’s the reason why I’m doing Instagram, and Facebook, and podcasting like this, and all these things because it would be rude of me to simply email a list everyday but I know that I should be doing something every single day because I need to keep oxygenating the system. This is what builds the business. So I had a friend over last night and we were talking and he’s going through a bit of a tough time now, and we start talking and it was funny because he’s got a couple of different businesses and in all of them he had stopped supplying the oxygen. For his local business he had stopped the fuel. He has just restarted adding it and already he has noticed doing awesome again. So, I asked, “Yeah, but what’s the lesson?” and he’s like, “I’d forgotten to put oxygen into the system.” I’m like, “yeah, you gotta keep doing that.” Even when things get successful, you gotta keep doing the things that are oxygenating the system. And then that same person has a webinar, and he was doing a weekly webinar for a long time, making a bunch of money and then he stopped because he started selling other events and things like that to this list, and it worked for a while and then attrition started happening and atrophy, or whatever you want to call it. And then it slowed down. I said, “Start doing the weekly webinar. Get back with it. That’s the oxygen that builds the business, that keeps doing it.” That same friend has used a lot of video, “I used to publish video a couple of times a week and I haven’t for some time.” You have to keep oxygenating the system, even when you have success, you can’t stop the lifeblood. So that’s the message for this episode. This is a short podcast, I know. But arguably one of my most important. I know we all go through cycles, you’re focusing on how do I make it rain, how to oxygenate the system, how do I bring people in here, and you’re doing that well and your list and your customer base will start growing. And then what’s going to happen? I’m warning you, for those who haven’t done it yet, and I’m reminding you for those of you who have. You’re going to shift your focus, and so you should, you should be shifting some portion of your focus to that audience and serving them and what’s the next thing I need and how else can I help them or offer them, What should I do? Is it an event? Or whatever, but the big thing is you can’t stop. You still have to tie it all in, oxygenating the system. You have to keep providing the fuel to your business. In my company I now have a system that actually measure the amount of oxygen I put into my system every day. I record each item and hours spent every day. I know I have to keep creating content, keep creating podcasts. I have to do at least one podcast a week. I must do at least this many emails a week. I have to present x number of proposals etc etc…I have these metrics I have to keep doing. I have to get at least 50 new people a week to register for my material, I have to keep doing this to have the system work. I know my numbers and it all starts with newbies – at the moment for me it is 50 a week. So, my oxygen requirements for my business are straight forward because I know that’s the fuel for the business. I could easily stop right now; I could stop doing all this stuff. Instagram Facebook the lot – I am busy and I’m making money. I could stop all these things, but I know what would happen in six months to a year from now, if I stop these things today. I can’t tell you how many clients I have who have been in their industry a long time who were killing it at one time. They had built up this strong business by doing the hustle and grind and then they stopped and so too did their growth. That is the issue with business: you are either growing or shrinking. So if you stop oxygenating your system, getting new people into the front end, your existing list, while they might be hot and responsive now, it will eventually get worse and worse until eventually you’re out of business. So this is the warning to you all. Continually put oxygen into your system. Initially when you start your business it’s going to be a hundred percent of your effort, because you have no oxygen, no people, nothing to sell, no one to sell too. So it’s focusing, focusing, focusing a hundred percent of the time. And as customers start coming, you start shrinking the effort and diminishing the focus. But I would say, if it were me now knowing what I now know, I would spend at least 50% of your time still oxygenating the system and the other 50% on serving the people you have in there. But I wouldn’t drop below that. Because if you do, it will start to shrink and shrink and eventually disappear, which is the worst thing you can do to your business. Oxygenate your system, keep it going. Do not stop even when it seems like, “I don’t need to do this anymore”, You will become irrelevant if you stop the oxygen.
8 minutes | 3 months ago
Lazy Marketing - Are You Guilty of This?
The difference in results of your marketing is around the willingness to do deep thinking about your customer. To not be lazy, to not be sloppy and above everything else not be guilty of Lazy Marketing. Podcast Transcript Here’s an example. You take two people. They each make $300,000 a year. They each live in $1 million houses. So demographically they’re affluent. Now we’re going to market to them. One of them travels incessantly. Five days a week on the road. Which they now hate. He’s overweight, unhealthy, eating bad food in airports, his relationship is in trouble. The other one works from home, he loves it. His desk looks out his window at his park across the road. He takes time off every day to take his dog for a walk. His marriage is in good shape. Now - Do they feel equally affluent? Demographically they’re affluent but we don’t want to be marketing to them the same way. We’re going to fail with one. Odds are we’re going to fail with both. Bad advertising, bad marketing is simplistic and it’s lazy. It always tries to lump too broad of a spectrum of people into one group and then to talk to them in a mass advertising mass marketing kind of way. So, there’s not that many differences in structure in how you market to the affluent. In a broad sense there’s not much difference in what they want and what they don’t want than anybody else. But there are nuance differences that really have big impact. Remember they automatically have more choice. So the more discretionary money you have to spend, the less price matters to you in a category, the more choices you have in that category and you can be more selective. So marketing to them now means about being identified as for them and not for everybody else. The difference in results is around the willingness to do deep thinking about your customer. To not be lazy, to not be sloppy and so here’s a litmus test and it’s kind of the survey what do you know about your customer. I can sit here, and with my customer I can talk to you about them for around three hours about who that customer is. I know that person intimately. I - so I can tell you demographics things. I can tell you psychographic things. I can tell you geographic things. I can tell you their pain buttons. I can tell you their desire buttons. So if you can’t sit and tell me about your customer for three hours without running out of useful and relevant things to talk about, then I would say you’re not prepared to market to them effectively. If you have to put or you are putting a big umbrella over them you don’t have intimate enough information and your marketing could do a lot better.
6 minutes | 4 months ago
Using LinkedIn for Social Selling
Here is a handy little LinkedIn tip that if you follow methodically will make you and your business a lot of money! Spend 30 minutes every day searching and adding your ideal clients to LinkedIn. Podcast Transcript Get your LinkedIn profile as up to date as possible and make sure it works as a sales funnel for your business. By that I mean make sure it is easy to get to your business website from your LinkedIn profile and ideally a lead generation page where you can entice prospects to give you their details. Spend 30 minutes every day searching and adding your ideal clients to LinkedIn. As you do this, your profile will get viewed by the exact criteria of people you wish to do business with. This is because LinkedIn tells people who have visited their profile. Most people accept connection requests so this is a technique that is reliably successful. As your target audience adds you, engage with their content by liking and commenting on it. Prospects will learn who you are and what you do and because you’ve built a relationship, you’ll find prospects start messaging you when they need your services. In addition, you need to start posting your own content to LinkedIn. This too will get seen by your target prospects. Things like your opinions, updates on what you’re up to and amusing, creative and valuable stories relating to your business and or industry. You can post that you’re looking for clients, essentially this is a free advert for your business and will be seen by your exact target audience as you keep adding your ideal target prospects. The detailed search functionality of LinkedIn makes it an incredibly powerful platform for generating B2B leads with your ideal clients. You can find them, add them, get in front of them, engage with them, and advertise to them. All for free. This is so incredibly powerful. Go do it just 30 minutes a day and you will start getting leads. For even more in depth and simple How to master LinkedIn information – go to my website Petergianoli.com/Linkedin-mastery Spend 30 minutes every day searching and adding your ideal clients to LinkedIn.
8 minutes | 4 months ago
How was your experience?
How was it? The common question asked by staff after a flight, at the cashier at a restuarant when you pay your bill wherever. This question can only be answered in one of three different ways: Something positive and nice about your business Nothing about you and your business Something derogatory about you and your business. The answer is 100% in your hands. This podcast tells you why and the consequences of the wrong answers.
11 minutes | 4 months ago
Responsibility equals control and control equals responsibility.
Responsibility equals control and control equals responsibility. Or as a formula it is R=C & C=R Now this might seem very simplistic to some people. But the importance of this formula and how the average entrepreneur, applies it day to day can dramatically improve circumstances. Podcast Transcript This formula is like the ultimate governor, here's why... This simple formula - Responsibility equals control and control equals responsibility - is so true but only to the degree that you are prepared to accept responsibility for any situation. So, by accepting responsibility means you can exert control over the situations you find yourself in. I first heard this formula from Mr Dan Kennedy the legendary Us copywriter who I had the pleasure of working with many moons ago on a USA based National Speakers Association tour and he used this example, to illustrate the point. When he was a pro speaker on the tour – there was another speaker on the program (for the record this wasn’t me – but at times it could have been :)) who was not doing as well with sales at the back of the room as he should have been doing. And when Dan had a conversation with him, he had a litany of reasons, for why he wasn't doing so well. “The environment's not good”, as they were in a great big sports arena and the audience was sitting on benches and, “The sound is bad”. “His time slot is bad.” “The sales staff were doing a terrible job and they are erratic,” and so on. In Dan Kennedys example Dan went on to explain that whilst the list was somewhat right it didn't take Dan himself who was also on the tour that long to figure out all of the same things. By the time Dan had done his third presentation, he could see it was a terrible environment. And, the staff did suck. And especially for Dan because by the end of the day, they were exhausted, and they just wanted out of there and they couldn’t care less if anybody purchased anything. So, Dan had the same list, but the key difference was Dan began to exert control over element after element, after element on the list. For example, with the sales staff at the back of the room, Dan was the only speaker who paid them bonuses. Dan would arrive at the venue two hours before he spoke and went around to the manager first of all, and put him on a bonus plan based on how much was sold, this was discussed and based on the size of the audience. And then he went around with the manager to every one of the product sales areas, and set them up on their own little bonus plan. “So if we sell this much, everybody gets $5 bills. If we sell this much, everybody gets $10 bills. If we sell this much, everybody gets $20 bills. And when all the dust settles before you all leave, I'll be back around, passing out the cash. Now, do you want to hear what you can do to sell more? Fine. Here's the script. Here's what you say when they come out, etc etc”… And so Dan did something like this for every item One by one down the list, because he understood that ultimately he is responsible for trying to control the environment in which he worked. Now I have found the same in my circles - just like if you ask a Real Estate sales person how is business, and they answer with how tough the banks are being with lending policies and nobody can get loans – so it is too difficult to sell. Or if you ask an entertainer how are your bookings going in this strange COVID world and most of them will say – oh its terrible but what would you expect in this market nobody is having events. I must admit though – just the other day I got back this answer which was “look I have had a few enquiries, but I priced myself too high and I didn’t get the gigs”. As I am sure you can sense the answers of blaming banks or COVID or the market are not overly useful because you have no opportunity to exercise any control over them. But the answer like “I have had a few enquiries, but I priced myself too high and I didn’t get the gigs” means you at least have an opportunity now to go try and figure out what the hell it is that we can do differently, that will affect the result. This is a real thought pattern. And you pick it up, you can see who has it or not - by their language. And when you say to somebody, “how did your database mail campaign go? “You know, it didn't do very well” verses “well, we screwed it up”. The person who says we screwed it up, guess what? they are the true entrepreneurs the successful entrepreneurs - the winner. How are things going? “Oh, business this month. Isn't very good, Now that is a loser talking because they are not taking any responsibility for it. Therefore they have no control over it. So they can't do anything about it. The people that say, well, we haven't done much business this month. Now they’re in the, fix it, improve it, figure it out mode. And so this formula R=C & C=R is and can be so powerfull. People just don’t quite understand how important this is because this really does make a difference. Whether people take responsibility or not depends if they are going to be in control of something and make a difference or just let things happen to them – the choice does exist. And one of the things that I have observed amongst successful people – is how often they are willing to accept the fact and make the statement that I screwed this up. As opposed to so many other people who go the victim route, you know, this happened and that happened. Remember there's no power in that. No power in the excuse mode, in the long lists, all the excuses, the blame others… The only power is in a hundred percent responsibility. So again, burn this into your psyche – your daily life – R=C & C=R Responsibility equals control and control equals responsibility. Trust me life and business will just keep getting better.
12 minutes | 4 months ago
Why You Need to be in the Centre of Your Universe
Let me give you a number... 82! 82, why is this so important? Its the average life expectancy of the Australian male. Female number I believe is a little larger, but never the less we all have an end number, what you do from now until then is up to you. Listen to this podcast for some timely advice.
9 minutes | 5 months ago
All That Jazz - An Entrepreneurs Secret Weapon
An accomplished jazz musician has 3 key rules: Find your own voice Never play the same way twice Know the basics inside and out Sound advice I know. In fact these three rules even make more sense in business and marketing. This podcast is must listen.
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