0:01

Welcome to the Josh

0:01

Bolton show on interesting and

0:06

inspiring conversations and now

0:06

your host, Josh Bolton.

0:13

Welcome everybody.

0:13

Today we have Howard, it's been

0:16

a fun chat we were having

0:16

earlier before the show even got

0:19

going. We were talking about gas

0:19

prices finally coming down and

0:23

just like slowly getting back to

0:23

normal. Other than that, Howard,

0:28

take it away, introduce yourself.

0:30

Well, thank you. I

0:30

appreciate that Josh. My name is

0:33

Howard wall pump. I'm a profit

0:33

acceleration specialist I work

0:38

with with small business owners

0:38

on a regular basis pretty much

0:43

those that have been throwing

0:43

this spaghetti against the wall

0:46

concepts of marketing and really

0:46

creating a mess and spent a lot

0:51

of money in the process because

0:51

the concern I have with them as

0:55

they have a strategy you become

0:55

part of someone else's and given

0:59

45 minutes of their time I can

0:59

show them how to increase lead

1:01

sales and revenue find hidden

1:01

revenues in your business and

1:06

really get you to enjoying and

1:06

loving your your business again,

1:12

sometimes you lose that in the

1:12

process. And my really my focus

1:16

is to deal with business owners

1:16

vulnerabilities so they can

1:19

capitalize on their opportunities.

1:22

Those are all

1:22

really good topics especially

1:24

like you were mentioning to me

1:24

just the the niche of all the

1:30

different nuances of starting

1:30

your business going from like a

1:33

worker to a business owner.

1:33

You've met so many things during

1:36

that transition.

1:39

Yeah, it's it's amazing

1:39

because people go to college and

1:42

they have a focus on I want to

1:42

be this when I grow up and you

1:47

learn to be an employee and

1:47

college so if you want to be an

1:50

entrepreneur if you want to be a

1:50

small business owner, that's not

1:53

what you're really taught that's

1:53

not the focus of college there

1:56

are programs that do have

1:56

certain things with with

1:59

entrepreneurship and marketing

1:59

within within different

2:02

departments. But overall you are

2:02

learning on your own to figure

2:07

out these product these

2:07

different needs that you have to

2:10

succeed in the prac that you

2:10

want to be following so again

2:16

that's why I'm I'm that's what I

2:16

do I answer these questions I

2:19

help bring the bring the light

2:19

to the challenges that these

2:23

small business owners have.

2:25

That's a wonderful

2:25

before we dig into that, can we

2:27

get a little up and coming story

2:27

of yourself and what led you to

2:30

this point?

2:32

Sure. Um, I, I've

2:32

always loved marketing, I kind

2:37

of fell into it somewhat in

2:37

college doing different events.

2:40

And I was a political science

2:40

major coming out of school but I

2:44

realized that I wanted to pursue

2:44

marketing and in particular that

2:47

point sports marketing. So I did

2:47

a lot of volunteer work the

2:50

National Hockey League in the

2:50

NBA and two different events I

2:53

did the we're finishing up the

2:53

World Cup right now I helped

2:57

with the opening ceremonies the

2:57

World Cup way back in 1994 wins

3:00

here in the United States. I

3:00

worked for Major League Baseball

3:06

Organization setting up a and

3:06

running a minor league baseball

3:10

team, I helped market and and

3:10

launch a major sports complex as

3:16

well over 20 years.

3:16

Anniversaries hit a little while

3:19

back Chelsea Piers in New York,

3:19

and and always had that love for

3:26

small business owners within the

3:26

means of doing that. Lots of

3:31

different small business

3:31

advertising and marketing at the

3:34

ballpark. When I worked in

3:34

Brooklyn, New York, we launched

3:37

in Brooklyn Cyclones and

3:37

national local radio as well.

3:41

And then ran accounts for two

3:41

different marketing advertising

3:44

agencies before launching out

3:44

just to work individually small

3:48

business owners.

3:49

Wow, sounds like

3:49

it's just been a busy, busy up

3:54

and coming story for that one.

3:54

Because it's a marketing on

3:57

those, especially those caliber

3:57

those clients, it's, they demand

4:01

a lot and very quickly. They're

4:01

very

4:03

different aspects of

4:03

marketing that I've experienced

4:06

in my career and that basically

4:06

everything is the same business

4:11

has a budget and a focus and

4:11

what they want to accomplish in

4:16

the end, some of these companies

4:16

are massive, like I've worked

4:20

with the McDonald's and the

4:20

Lowe's and then those companies

4:23

and in my experience, I've

4:23

worked with the the mom and pops

4:27

and then the little bit larger

4:27

small businesses. And the

4:31

difference is budget and the and

4:31

you have to focus on how

4:34

creatively you can use your

4:34

budget to make sure that you're

4:37

getting a message out there and

4:37

getting response from it.

4:41

So what are some of

4:41

the tactics that you go over?

4:43

Let's say I'm a New Client

4:43

Onboarding, what would be some

4:46

of the things we'd first go over?

4:48

I think the first thing

4:48

is really to understand who is

4:53

your target audience? Let's

4:53

first of all you want you want

4:55

to market straight to that

4:55

audience. I like to use an exam

4:59

People that if you are someone

4:59

that makes skin lotion, your

5:04

audience isn't everyone that has

5:04

skin, it's people who have a

5:07

specific wants and need for skin

5:07

lotion, maybe they have a skin

5:11

condition that that lotion works

5:11

works well for, it's a very

5:14

small percentage of people that

5:14

have skin. So once you

5:18

understand who your target

5:18

audience is, then you have to

5:21

understand that they're on a

5:21

journey. And there's a problem

5:25

to have it on once a result they

5:25

want, they don't have. And if

5:28

you can answer those two

5:28

questions in their head, then

5:32

they're going to want to have a

5:32

conversation with you. If you

5:35

can't, then they're going to go

5:35

off to try to address it with

5:38

someone else. So everything that

5:38

you're doing is to focus on your

5:41

audience is to create methods

5:41

and opportunities for you to

5:45

communicate with them. That

5:45

means a website that is really a

5:50

24/7 salesperson, as opposed to

5:50

just a digital brochure. And

5:55

your offers need to feed into

5:55

what their wants and needs are,

6:00

as opposed to just what you want

6:00

to sell them. And as a result,

6:04

obviously a broader process with

6:04

that we're having different

6:06

opportunities and different

6:06

scales for for customers to get

6:10

them in the door to have them

6:10

grow with you.

6:14

Yes, we haven't

6:14

especially like I like how you

6:16

said with the skincare what?

6:16

Depending on the person like I

6:21

was not really into the idea.

6:21

Now I'm kind of like, Oh, God,

6:24

like my hands are drying out and

6:24

like I need lotion kind of

6:26

thing. But if you talk to me six

6:26

months ago been like, No, I

6:30

don't need it.

6:33

Yeah, so with that

6:33

example, sometimes do with the

6:35

weather sometimes do with just

6:35

your personal tastes and

6:38

experiences. Some people will

6:38

have rough hands, I will never

6:41

use lotion. It's just but it you

6:41

you have to figure out what your

6:46

market dominant position is.

6:46

What is it that you do? What is

6:50

it that makes you bigger and

6:50

better than anyone else? And

6:52

stronger? And how is it that you

6:52

can help people and provide

6:57

added value in the process

6:57

because this all your messaging

7:00

is going to come from that all

7:00

your whether it's a slogan, or a

7:04

part of a campaign of what how

7:04

you're messaging yourself, and

7:08

what your brand is, is all going to come from that.

7:11

100%. So let's say

7:11

I'm I have my target audience.

7:15

It's like predominantly middle

7:15

age parents, two and a half kids

7:21

has an athletic background XOpen

7:21

the idea of coaching? Like

7:26

they'll do a whole list. And so

7:26

but I can't reach him kind of

7:31

thing. So what would be the

7:31

process of the do we get to the

7:36

Pay Per Click ads? Do I have to

7:36

like run a LinkedIn blogging,

7:39

campaign? Podcasting? What would

7:39

be some of the tips she gave me?

7:44

Well, again, it starts

7:44

with what kind of budget you

7:47

have, I think that even with the

7:47

the concept of there are a lot

7:54

of people who don't even have a

7:54

budget in their, for their

7:57

business for marketing. So I say

7:57

that because you mentioned Pay

8:00

Per Click advertising. If you

8:00

don't have a budget, or you

8:03

don't have enough funds in the

8:03

budget, you can't afford Pay Per

8:06

Click advertising, even some

8:06

industries, they're just so

8:09

expensive to do that if you're a

8:09

lawyer, for example, there's

8:12

just no way, you're going to cut

8:12

through the the clutter unless

8:16

you have a massive budget for

8:16

that type of advertising.

8:19

Because there's so many

8:19

different attorneys that are

8:21

advertising the different

8:21

keywords for what their

8:25

specialty is. So you have to get

8:25

strategic with who your audience

8:28

is. Again, there's sometimes

8:28

there's a lot of from the

8:31

different things that I've done

8:31

you you keep looking at events,

8:35

looking at different community

8:35

marketing has tried to go down

8:39

to the to the basics of who

8:39

you're dealing with. And then

8:43

also is trying to make sure that

8:43

you have your right messaging

8:47

out there at all times. So you

8:47

mentioned LinkedIn has a lot of

8:50

things you can do with LinkedIn.

8:50

But if your profile does not

8:54

really stayed who you are, and

8:54

speak to your audience, the way

8:57

they needed to, again, there's a

8:57

problem they have, they don't

9:00

want a result they want they

9:00

don't have and you need to be

9:04

addressing those two questions

9:04

on a regular basis, they're not

9:07

going to feel the need to follow

9:07

up with whatever you're sending

9:10

or requesting or communicating

9:10

with them. And so that's a very

9:14

broad term because there's lots

9:14

of specific ways to interact and

9:17

try to grow an audience

9:17

utilizing LinkedIn. So there's

9:22

no real there's no magic pill

9:22

built in. That's one size fits

9:27

all for everyone. It really is

9:27

looking at the individual

9:31

business and saying, Okay, this

9:31

is what strengths you have and

9:35

how you can speak to this

9:35

audience. These are some of the

9:37

things that are not as strong

9:37

and and then trying to really

9:41

find where your audience is and

9:41

crafting the message so that

9:45

it's there in front of them.

9:48

And interesting. So

9:48

because like one of them I was

9:52

told by a guest he said all we

9:52

get on LinkedIn, but he's like

9:56

just slam out 1000s of messages

9:56

and eventually one have more

10:00

hair. And I'm like that, like

10:00

it's a really repetitive and I

10:03

see one I'm like no.

10:06

The answer to that is

10:06

yes, you can you have a limit

10:10

you how many messages you can

10:10

send, but there are people that

10:13

will respond to the messages.

10:13

And now you have to craft it

10:17

that, again, your first message

10:17

to connect with someone LinkedIn

10:20

is not, I have something to sell

10:20

you. And I joke and laugh about

10:25

it. Because if I open up mine,

10:25

right now, I bribe 10 People in

10:28

the last 48 hours who have sent

10:28

me an initial message, pretty

10:31

much saying I have something to

10:31

sell you. People don't want to

10:34

be sold, they want to have

10:34

interaction, and they want to

10:37

make connection. So there's a

10:37

whole process of finding your

10:42

audience interacting with their

10:42

their posts on their, on their

10:47

pages, or groups that they're in

10:47

trying to have that develop that

10:52

relationship, in addition to

10:52

reaching out to become a a link

10:57

with them. But don't expect

10:57

anything to happen just in that

11:01

first message. What the years

11:01

ago, there was there was a five

11:05

messaging process that you have

11:05

to go through to nurture a

11:09

relationship on LinkedIn. But

11:09

it's it's not again, nothing out

11:14

there I know is one size fits

11:14

all. And really, you have to

11:17

carve the right time and have a

11:17

strategy, everything needs the

11:21

right strategy, and the right

11:21

implementation to go along with

11:24

it.

11:25

So let's say my

11:25

goal is more like the podcasting

11:29

route I have I do the gambit and

11:29

hop on podcast, what would be

11:33

some of the strategies from that

11:33

you

11:35

would recommend? So if

11:35

you are I guess there's there's

11:38

two to looks at that if you are

11:38

guessing on podcasts like I am

11:42

right now, you all have the

11:42

opportunity to speak to an

11:46

audience that isn't your own at

11:46

the moment. So again, it's based

11:51

on the pod podcast theme, you've

11:51

kind of broken down the basics

11:57

of what kind of audience you are

11:57

speaking to. And you're really

12:02

sharing the the information you

12:02

have about yourself and telling

12:06

stories about the things you've

12:06

created for other clients and

12:11

people that have run across your

12:11

your paths to address the the

12:15

issues that people are having as

12:15

they're going on their journey.

12:19

So if I'm speaking, and there

12:19

are small business owners out

12:23

there as this example that are

12:23

really having pain, they're

12:25

having problems, they're having

12:25

issues, that my hope is that the

12:29

statements that I'm providing,

12:29

really addressed the problem

12:31

they have, they don't want which

12:31

is I need to fix my business and

12:35

I need to generate more revenue

12:35

and not and enjoyed a lot more

12:39

the whole process. And they have

12:39

a problem that they they want

12:43

that on the the resolution they

12:43

want they don't have is finding

12:47

the resource to, to address that

12:47

for them. So obviously going on

12:51

multiple different types of

12:51

podcasts, you can find your

12:54

right audience to speak to them

12:54

and speak to these different

12:56

different audiences. If you're

12:56

hosting a podcast, you're

13:00

becoming the expert in your,

13:00

your theme, your title, your

13:05

your your topic of your

13:05

conversation. So if I'm if I'm

13:09

running a podcast on home

13:09

improvements, and I'm bringing

13:13

on different experts about home

13:13

improvement, I'm getting tips on

13:15

a regular basis. I'm hoping that

13:15

you will look at me as Tim the

13:18

tool man, and and wants to

13:18

utilize me and my resources. As

13:24

time goes on as my audience

13:24

grows. And I'm bringing in

13:27

different audience with the

13:27

different types of guests that

13:29

are coming in and their people

13:29

are listening to what they've

13:32

shared in the conversation.

13:35

So it sounds like

13:35

it's a it's more of a dance, you

13:38

should both like if you are

13:38

hosting, you should do one other

13:41

shows. But if you're a guest,

13:41

you should consider a type of

13:46

podcasting for yourself or just

13:46

full time guessing that that

13:49

works too.

13:51

I think in both you're

13:51

trying to provide value, I want

13:54

to provide value to not just the

13:54

hosts that I'm speaking to, but

13:59

the listeners of their podcast,

13:59

that the time they're spending

14:03

to listen to this is valuable to

14:03

them. And they're learning about

14:07

how to improve their business or

14:07

find me as one of the resources

14:13

that they might be considering

14:13

as the host you're trying to,

14:18

like when I look at it, and I

14:18

host I host the podcast, I host

14:21

online TV interviews for a

14:21

website, daily average.com I

14:27

speak to advertising agencies,

14:27

owners and executives about

14:30

marketing. And I want to tell

14:30

their story. I wanted to be the

14:35

conduit for their story to be

14:35

shared and told and that's the

14:37

important thing at the end, that

14:37

that they feel that they've had

14:40

an opportunity to be heard, and,

14:40

and give pearls of wisdom to to

14:48

based on whatever themes and

14:48

topics we've been discussing,

14:50

that the person who is listening

14:50

is going to walk away with

14:53

something valuable.

14:55

Yes, that's very

14:55

true, especially nowadays where

14:58

a click of a button and we can

14:58

have a podcasts you have to make

15:02

it a safe place for people to

15:02

come share their knowledge, like

15:05

you're saying and wisdom be

15:05

heard. But also just if you can

15:09

make it entertaining to, but

15:09

depending on the top right, that

15:11

might be hard.

15:13

Sure, there are topics

15:13

are more, I guess in the weeds

15:18

than others, but it's but it's

15:18

all about the the the compromise

15:23

of the content of the

15:23

conversation and people have the

15:27

people that listen to your

15:27

podcasts have a understanding of

15:29

the the flow of your voice and

15:29

the report you have with people.

15:32

And that's why it helps bring

15:32

them back in addition to the

15:35

topics that they're listening to. You want it to be a welcoming space, that people can

15:37

absorb the story that's being

15:40

told

15:41

100% Yeah, that's

15:41

how I explained it to people

15:44

Mike, if you come at it with

15:44

like, a not in a bad way, but

15:48

like an alpha energy like we're

15:48

doing this, we're doing this

15:51

very intimidating, and the

15:51

psyche kind of like closes down

15:55

and doesn't want to share because it's like you're bombarding him but if you just

15:56

make it free and easy, just go

16:00

where you go. Try to like hit it

16:00

as you're going along. There.

16:04

They'll tell you things you like

16:04

I didn't even think of asking

16:07

that kind of thing.

16:10

Yeah, it's it really

16:10

can be I've learned a lot from

16:15

listening to podcasts. I've

16:15

learned a lot from having a

16:17

conversation on podcasts I made

16:17

some great contacts in the in

16:19

the process as well you really

16:19

make some nice relationships

16:23

because it's it's one thing to

16:23

go to a networking events and

16:27

have three minutes to talk to

16:27

somebody and you hopefully get

16:30

that rapport and try to develop

16:30

someone in your network this

16:34

way. But the conversations I

16:34

have as a guest podcast go 20

16:41

minutes an hour depending on

16:41

varying based on each one and

16:44

I'm now getting to know someone

16:44

and for for why you don't

16:48

usually get to to have these

16:48

types of conversations on a on a

16:52

general basis or walk into a

16:52

coffee shop and find sit down

16:56

next to somebody and then speak

16:56

to someone on a on a like minded

17:00

topic like this for an hour. So

17:00

it's it really is the wonders of

17:07

technology and what the COVID

17:07

world has brought with the with

17:11

a lot of these zoom

17:11

conversations and being able to

17:14

share them with others.

17:16

Oh, yeah, yeah. And

17:16

especially like I have was

17:21

chatting with one of my guests.

17:21

He's a very high profile like

17:24

President for the company, UBS.

17:24

Yep. And, and we I was just

17:29

talking with him. I said, yeah,

17:29

he's like, Oh, how's your shows

17:32

going? I'm like, Oh, man. Like,

17:32

I didn't know how to say no. And

17:35

now I'm like doing eight

17:35

interviews a day, four days a

17:39

week. And he's like, Oh, wow,

17:39

he's like, What was your most

17:42

recent one? I'm like, I talked

17:42

to a professional wrestler from

17:45

the 80s is now talking to a

17:45

president of a publicly traded

17:48

company. He's like, wow, like,

17:48

man, you hit like everything

17:53

that I'm like, yeah. Do but um,

17:53

so question for you for strategy

17:59

wise getting coming back to that

17:59

one. Let's, what are some of the

18:04

key points that you see from

18:04

revenue that Pete that small

18:09

business owners are missing?

18:09

Like the like the top three or

18:13

five things?

18:16

I think one of the

18:16

first and foremost is is they

18:20

may or may not have a defined

18:20

offer, but they don't see

18:24

anything outside of that offer.

18:24

So let me let me explain. You

18:31

want to provide an opportunity

18:31

for people to buy from you. So

18:35

if my offer is is okay, so I

18:35

used to work in the in the

18:41

health club industry. And so if

18:41

I if someone walks in and wants

18:45

to talk about health club

18:45

memberships, and they decide

18:47

they don't want my annual health

18:47

club membership offer, they're

18:52

gonna walk out the door. I don't

18:52

want them to walk out the door.

18:55

I want them to try the club in

18:55

some way. And maybe prices the

18:59

issue maybe locations the issue

18:59

that could be logical issues in

19:02

their head that they're not

19:02

sharing with you. So if I have a

19:05

dentist so if I have a down sell

19:05

if I have an option for them so

19:09

okay, you don't want to buy the

19:09

one year I understand that. What

19:12

if I sell you a three month

19:12

membership for a lot less money

19:15

for the than what you're what

19:15

I'm asking for the the annual

19:17

membership, here's an

19:17

opportunity for you to try out

19:20

the club, you're not spending as

19:20

much money and you can then

19:22

decide whether it really works

19:22

for you or not. You can

19:25

obviously came in here because

19:25

there was an interest in being

19:27

here. So now instead of than

19:27

walking out and you didn't get

19:32

$1,000, you may have gotten $300

19:32

But you got $300 and their foot

19:37

in the door in the in the

19:37

process of hopefully now three

19:40

months go by and you can renew

19:40

them for the $1,000 at that

19:44

point for the membership because

19:44

now they're trying it out and

19:47

they had now I have an

19:47

experience with it. So utilizing

19:51

the opportunities like down

19:51

sells, upsells and cross sells.

19:56

McDonald's is the best when it

19:56

comes to an upsell or cross sell

20:00

Well, so I'm sure people have

20:00

quite aware of you're ordering a

20:02

soda. And when they ask you, if

20:02

you'd like to supersize that,

20:07

then you've you're you're

20:07

getting the, say you want a

20:09

soda, and I'm just getting a larger soda, but you spend a little bit more money to do

20:11

that. That's an upsell. And you

20:14

can do that with one of your

20:14

offers as well have this is your

20:17

A offer, but you actually have

20:17

an A plus offer as well, that

20:21

you can then when they've made a

20:21

decision, okay, I'm done

20:24

Perfect, let's let's make a

20:24

deal. You can say, well, I also

20:28

have this and so it's a little

20:28

bit more offering, but also a

20:31

little bit more money, and see

20:31

if they're interested in doing

20:33

that. Because the key to that is

20:33

34% of time, if you make an

20:36

offer like that, they're gonna

20:36

say yes. So if you don't make an

20:39

offer like that, you're leaving

20:39

money on the table a third of

20:42

the time. cross sell, going back

20:42

to McDonald's, is if I'm came in

20:48

to buy a burger. And they asked

20:48

you the famous question, Would

20:51

you like fries with that, they

20:51

may have not thought about

20:55

fries, although it's very

20:55

strange for that to happen in a

20:57

McDonald's setting. But they've

20:57

offered a fries, you say yes,

21:00

you now buy something that goes

21:00

with the offer. So if you have

21:04

something that goes with the

21:04

offer, or you can go out and

21:08

purchase it, and then sell it to

21:08

them, so you making a profit in

21:11

the process, you can generate

21:11

revenue, like for example, if

21:14

you go into a cell phone store,

21:14

and you're going to upgrade your

21:18

phone, they're not going to let

21:18

you just go out with a phone,

21:20

they want to sell you a case a

21:20

guy a screen protector may be

21:25

new, new earpieces that go along

21:25

with it, they want to bundle the

21:31

purchase. So you might be buying

21:31

a lot more, but you also spend a

21:34

lot more money, you're getting

21:34

some discount, and you feel this

21:36

added value in the process. And

21:36

that really is the key, they

21:39

really see the value of being

21:39

there. And your care as a

21:42

salesperson to provide them with

21:42

the things they actually really

21:46

do need.

21:48

Yeah, I would

21:48

agree. There's many times I've

21:51

been caught on the down sell.

21:51

And now like looking at it,

21:55

like, Oh, I totally see it. But

21:55

at the time, I'm like, wow,

21:57

okay, I wanted to buy this. So I

21:57

bought it anyways, for the

22:00

instead of the 50 bucks, it was

22:00

like the $18 kind of thing.

22:05

Sometimes it's really

22:05

comes down to price, I really do

22:08

need you to want it, but I

22:08

really can't afford it. But if

22:10

you give me something that's a

22:10

little bit less, but I'm

22:13

spending less on it, I might

22:13

jump right after the offer.

22:17

Yeah, so it's like don't do that.

22:20

Yeah, it's a the

22:20

that's like the big ticket item

22:23

or nothing. So then who's your

22:23

predominant clientele you deal

22:28

with? Because you were telling me before I hit the record button you use not like the the

22:30

marketing for plumbers? Or are

22:34

you as like whoever says willing

22:34

to call you?

22:37

Well, basically, I'm

22:37

dealing with small business

22:41

owners who really have an

22:41

undefined marketing strategy. So

22:47

I really focus on something I

22:47

call measurable marketing. And

22:51

there are different ways that people look at it, because there's a smart methodology that

22:54

goes along with that. It's being

22:57

Specific, Measurable,

22:57

Actionable, Realistic, and

22:59

timed. So now you have as a

22:59

whole process of what the

23:04

marketing strategy is, and you

23:04

are you really you're not

23:10

overreaching. You're not

23:10

overstretching you're not

23:12

overspending, you really have

23:12

Okay, here's a plan. And I'm

23:15

going to make sure that this is

23:15

implemented in the right way

23:19

being realistic on on things. So

23:19

if you wanted to, you want to do

23:22

some promotion in the beginning

23:22

of February, you can say as much

23:27

at all you want. You don't need

23:27

to do I need to be on a

23:29

Superbowl commercial. But how

23:29

realistic is that? Do you have

23:33

$5 million dollars for 30

23:33

seconds to spend on a on a

23:38

commercial on matches buying the

23:38

airtime? That's not That's not

23:40

the production of the

23:40

commercial? And everything that

23:43

goes along with that? Most

23:43

people have the answer that is

23:46

no. So is that a realistic

23:46

concept? But there are guerrilla

23:51

ways you can do certain things.

23:51

The the COVID If you do, you're

23:54

adamant about it, there are

23:54

local spots that are sold during

23:58

the Superbowl that are at a

23:58

fraction of that costs. I say

24:02

fraction. Sure it's well in the

24:02

six digit world but not the

24:07

seven digit world. But you have

24:07

all local eyes on that game.

24:11

They're not moving, giving a

24:11

Senior Commercial and it's just

24:14

like the Pepsi commercial. That

24:14

was that was run. So just being

24:19

realistic and making sure you

24:19

have the right timing of what

24:22

you're doing. And measure

24:22

measure measure because you

24:25

really want to have a good

24:25

understanding of what you're

24:28

doing and whether there's value

24:28

to when you're doing it or not.

24:33

So going back to your original

24:33

question. I work with small

24:38

business owners who've kind of

24:38

been around for a couple of

24:41

years. They've been working for

24:41

too long and too hard not seeing

24:45

all the efforts of their

24:45

business and their results. They

24:49

really started really not like

24:49

their business but they're kind

24:52

of stuck in this boat and then

24:52

have to figure out how to make

24:54

it sail and and really have not

24:54

seen the revenue levels that

24:59

they need. but it's also to

24:59

haven't had the full

25:02

indentations of, of a marketing

25:02

strategy implemented into their

25:08

business. And, and it's amazing

25:08

when you kind of fix certain

25:13

things that might be small

25:13

things might be big things, and

25:16

the results that come in from

25:16

that it's really, it's

25:20

refreshing to see the the

25:20

smiles, and the relief on

25:23

client's faces when things are

25:23

working, and they're starting to

25:26

see the revenues that they've been hoping for.

25:29

Well, 100% So there

25:29

was one thing you mentioned

25:32

earlier, was the the four steps,

25:32

can you give me a little more

25:36

detail on here, your measurable

25:36

marketing, the four sets of

25:40

those?

25:41

Sure. So again, with a

25:41

smart methodology, there's,

25:44

there's actually, there's,

25:44

there's six of them. So So you

25:52

really have since you, okay, I

25:52

lost my train of thought on that

25:58

one. So you have to be specific.

25:58

So your, your goal might be to

26:02

increase brand awareness. But

26:02

that's not really a specific

26:05

objective. So because brand

26:05

awareness is very bold, but

26:09

maybe you want to say I want to

26:09

increase my followers on

26:13

Instagram, by 10% every month.

26:13

So that's something specific

26:18

that you can, you can click this

26:18

concrete, you can do something

26:20

that can be attainable, when

26:20

you're focusing on something

26:24

measurable. company may have

26:24

read about the benefits of

26:28

blogging, but having a company

26:28

blog is not a measurable

26:31

objective. But there are

26:31

measurable aspects of blogging

26:35

or or posting video on on

26:35

YouTube and you can figure out

26:41

okay, I'm looking at the the

26:41

number of comments the number of

26:43

subscribers and number of

26:43

pageviews. That's something as

26:46

measurable in the concept, not

26:46

something that's broad. Having

26:50

something that is actionable. If

26:50

you if you are trying to

26:59

increase your going back on the

26:59

blog example, your readership by

27:03

5% Each month, you needed to put

27:03

an action plan to do that, I'm

27:10

gonna write three blog posts per

27:10

week, I'll put up two videos a

27:13

week and reduce videos on

27:13

Instagram and do it on tick

27:17

tock. So having an action plan,

27:17

being realistic with your

27:22

objectives, again, that was the

27:22

that's the Superbowl commercial

27:24

commercial example. Finding,

27:24

doing certain advertising in a

27:30

local sports bar or doing some

27:30

online ads, as opposed to the

27:33

Superbowl commercial, that's

27:33

more realistic. So your budget,

27:37

and something of a focus on

27:37

timing. And you want to

27:43

incorporate Facebook advertising

27:43

into your business, in part,

27:47

your marketing plan, you have to

27:47

make sure that you know, when

27:53

people are coming to Facebook,

27:53

when's your audience going to be

27:55

there and make sure that those

27:55

ads are hitting at certain times

28:00

if a specific post event is

28:00

being posted at certain times.

28:03

So this is these are the general

28:03

concepts from a broader

28:08

marketing plan. But again, I use

28:08

the example the opposite is just

28:11

throwing spaghetti against the

28:11

wall and seeing what sticks. And

28:15

you don't want that because you

28:15

can spend a lot of time and

28:17

effort and money to do that. But

28:17

you need to implement a

28:21

structure plan on what you have

28:21

in your needs, and what your

28:27

goals are and what you're trying

28:27

to accomplish and what you're

28:29

trying to resonate with it

28:29

within your audience. And you'll

28:33

start to see results when you do

28:33

certain things and have these

28:36

right on implementations.

28:38

It's very true. So

28:38

I'm just curious for you,

28:40

because you mentioned it three

28:40

times blogging, is that still

28:43

feasible, but it seems like

28:43

everyone has a blog anymore,

28:47

kind of thing. I mean,

28:47

what when it comes to blogging,

28:49

and I'll interchange my give

28:49

example between blogging and

28:52

posting video. I think video is

28:52

a lot more responsive, people

28:59

really react to video a lot

28:59

better. However, blogging,

29:02

there's still a purpose to it on

29:02

the SEO front for your website.

29:08

Okay, this is so using the right

29:08

keywords and having a blog post

29:12

that's updating you putting them

29:12

up on a regular basis is not

29:16

just for the story. And in all

29:16

cases, people may not read the

29:20

story, although it does give you

29:20

content to put onto LinkedIn to

29:24

put onto Facebook. There's a lot

29:24

of ways it translates. But

29:28

having those right keywords and

29:28

showing Google that you're

29:31

adding to your website it is it

29:31

is a working document. It's not

29:35

just a digital brochure helps

29:35

your SEO and helps more of your

29:39

organic exposure.

29:41

When you put it like that yeah, then that makes more sense. Even if you get

29:43

maybe like 10 listeners since

29:45

probably five of them you just

29:45

double checking if it's tough.

29:50

And it's I guess

29:50

separate but connected to it.

29:55

I'm a huge fan of Google My

29:55

Business and people don't take

29:58

enough Um, opportunity with what

29:58

Google was really a free

30:03

opportunity to let Google know

30:03

that you exist and let them let

30:07

other people know that you

30:07

exist. So if you're writing a

30:09

blog post, and you're taking that blog post, and you're posting it onto Google My

30:11

Business, you're giving them

30:13

content as well. It is

30:13

tremendously beneficial for your

30:17

business.

30:19

Interesting. Yeah.

30:19

I've heard a few people recently

30:21

talking about how you need to

30:21

use Google My Business if you're

30:23

serious. And a few of the other

30:23

entrepreneurs are like, but

30:28

please, for God's sake, don't

30:28

put your address down as your

30:31

place of business even if it is

30:33

kind of thing Yeah,

30:33

that's that's the place to be if

30:36

you're an entrepreneur working

30:36

from home, you don't don't want

30:38

to do that. Because it's it's

30:38

mapped. So people can see the

30:41

map. There's, there's a lot of

30:41

easy ways to go back fat.

30:45

There's a lot of CO workspaces

30:45

out there. So whether you're

30:48

there for to actually sit and so

30:48

you're not sitting in your home,

30:52

you're sitting at a desk or an

30:52

office in a co workspace for

30:54

like three to $500 a month or

30:54

just even getting mail there,

30:58

though it's the 100 bucks a

30:58

month to use to the the address.

31:02

Now I have an address. That's

31:02

not your home.

31:06

Yeah, that was a big one. And they said they're like it just don't put at your

31:07

because one of them's like, I'm

31:12

still having to deal with the

31:12

residuals because Google does

31:14

not like change. So once you set

31:14

it, they want you to stay there.

31:19

Yes, they can be trying

31:19

to make changes with Apple,

31:21

Google is not a fun process.

31:25

Have you had to deal with that?

31:27

I accidentally posted

31:27

something, I guess from my

31:31

personal email connected with my

31:31

business. And then lo and

31:35

behold, I found that I had to

31:35

Google My Business pages because

31:39

of it. So it took a while to

31:39

merge the two together with some

31:42

glitch. And the problematic was

31:42

I had some fun strong reviews on

31:47

one and strong reviews on the

31:47

other and I want to merge them

31:50

together. And the end, I lost

31:50

the reviews in the browser, some

31:53

of the reviews in the process.

31:53

Oh, that's a bummer. Yes, it

31:57

happens. But you again, you

31:57

learn from these different

32:01

mistakes. I'm not sure exactly

32:01

how the additional posting came

32:05

about the lo and behold a cause

32:05

to different different pages.

32:10

Man, that's crazy.

32:10

So for the implementation part

32:16

of all the marketing. Let's say

32:16

I'm an aspiring podcast coach.

32:25

But like I'm bootstrapping it,

32:25

what would be the kind of like

32:29

we were doing talking about

32:29

earlier would be the YouTube the

32:32

blog, just making content or

32:32

something sticks in is

32:35

measurable?

32:38

Well, no, it's the it's

32:38

the opposite is making a plan

32:42

and then implementing the plan.

32:42

So videos may be part of your

32:45

plan. And so you want to make

32:45

three let's say three videos a

32:48

week that you're posting on one

32:48

or multiple platforms, and you

32:53

want to track to see what kind

32:53

of response you're getting. So

32:57

if you're tracking cry, I want

32:57

to I want to get 20 more

33:01

followers a week. How

33:01

interactive are you with, with

33:04

the people that are making

33:04

comments? And are you asking for

33:10

further than I have YouTube in

33:10

my head at the moment, right,

33:12

asking for people to follow Are

33:12

you are you having those, those

33:16

end screens so people can easily

33:16

click and follow or go to some

33:20

of your other videos. It's

33:20

really trying to you don't want

33:24

to run like with with football,

33:24

you have 11 players on on a side

33:33

you have to have a play before

33:33

you start the the motion of the

33:38

of the the the ball moving,

33:38

because everyone needs to know

33:43

exactly what direction they're

33:43

supposed to go in. So you don't

33:46

have chaos on the field. So if

33:46

you because the day goes by very

33:52

fast, I think as you get older,

33:52

your day actually goes faster

33:55

for some reason and feels like

33:55

yeah, you can say okay, okay,

34:00

I'm going to I'm going to make

34:00

comments on people's posts on

34:02

LinkedIn. And I'm going to make

34:02

these videos and I'm going to

34:05

put them up again, if you if you

34:05

just you by yourself. It's not

34:08

just recording something unless

34:08

you're doing something very

34:11

quick. Like a Facebook Live we

34:11

do no editing. If you're putting

34:15

something on on on Instagram or

34:15

on Tik Tok, you may want to edit

34:21

down what you're doing and put

34:21

in words on the bottom so people

34:26

can read what you're saying. So

34:26

it's not just automated and all

34:29

the all the misspellings and and

34:29

Miss judgments of what you have

34:33

to say. This is a lot of time

34:33

the even editing a podcast by

34:37

yourself. It's it could take

34:37

well over an hour plus to go

34:41

through and get the arms out and

34:41

if someone has a brain freeze

34:47

and now it's like 10 seconds of

34:47

dead air because they couldn't

34:51

get the next word out trying to

34:51

chop that down so they sound

34:54

better graphics to go along with

34:54

it. It takes a long time to do

34:58

that. If you're doing it by

34:58

yourself. so that everything I

35:02

just said has nothing to do with

35:02

the work that you're doing and

35:06

the interaction you're doing

35:06

with your actual clients. So

35:09

your day can be spent on all of

35:09

that and gotten, you got no work

35:12

done. So you have to have a

35:12

plan, everything has to be

35:15

scheduled out finding different

35:15

ways if you can to spend a

35:20

little money to have people

35:20

helping with the process, until

35:23

you're growing your business

35:23

where you can hire on people on

35:26

a full time basis. And just kind

35:26

of keep your head above water

35:30

and not and not get lost in the

35:30

minutia.

35:34

Yeah. Especially

35:34

how you said like the 10 seconds

35:38

of, for me, when I look at my

35:38

editing, I notice I look, I'm

35:41

like, ooh, that. I'm like, cut

35:41

that out real quick. Because

35:45

that doesn't, that's not going

35:45

to be appealing. Yeah,

35:49

my experience radio.

35:49

First I was with selling traffic

35:54

sponsorships around the country.

35:54

So though you hear the traffic

35:56

report, this report brought to

35:56

you by Geico, and they give a 10

36:00

second, live read of this of the

36:00

sponsorship. So working with the

36:08

script to make sure it fits into

36:08

that space. And just thinking

36:12

things out on that level made

36:12

easier when I went to, to I was

36:17

running Sales and Marketing for

36:17

the local sports radio station

36:19

here. And there were certain

36:19

campaigns where I actually did

36:21

my own editing of the

36:21

commercials. And knowing how to

36:25

be in 30 seconds, those arms,

36:25

those spaces, you got to figure

36:28

out how to play with those sound

36:28

waves to make sure things sound

36:32

sound great, because for the

36:32

client sake, and for the voice

36:35

over person sake, and for the

36:35

radio station sake. So same

36:37

thing with the podcast, you want

36:37

someone to sound amazing. And

36:41

there's lots of work that has to

36:41

do to go into that sometimes

36:44

when they have a tendency to

36:44

say, um, and you know, over and

36:47

over again.

36:48

Yeah, that was

36:48

there was one client, one guest

36:51

that came on. And he was like,

36:51

Are we when we were doing this,

36:57

and I was just upset. They're

36:57

like, gosh, it took me like,

37:01

almost two and a half hours to

37:01

clean up everything. And I'm

37:04

like, No, I was like one of

37:04

those unless they specifically

37:08

asked me to I'm not cleaning up

37:08

that audio like that anymore.

37:12

It can take time and

37:12

those that are out there

37:14

thinking about podcasting, it's

37:14

a fantastic way to market. It's

37:19

a fantastic way to prospect,

37:19

because you can utilize it as

37:24

the only guests you have on

37:24

there are prospects for your

37:27

business. And that part's

37:27

fantastic. But there are

37:31

companies out there that will do

37:31

all that work for you. And it

37:34

could save you a lot of time for

37:34

just a little bit of money.

37:38

Yeah, there's like some of these production companies they see they'll do

37:40

like an hour worth of editing

37:43

and like for like $69 I'm like,

37:43

if I had the money, heck yeah, I

37:47

paid them like here, just do it.

37:51

Part of the fun of

37:51

this, of podcasting.

37:55

It is. So this is

37:55

something extremely informative

38:00

and good. I can't I'm struggling

38:00

to think of anything else to

38:03

ask, is there anything in

38:03

particular you want to talk

38:07

about or go into?

38:10

I think the key thing

38:10

is that I love telling stories.

38:13

I also love answering questions.

38:13

So I'm always available for

38:17

people who if you have a even

38:17

general question about

38:21

marketing, general question

38:21

about business, I'm more than

38:24

happy to answer questions that

38:24

that that can help you in any

38:30

way, with no real need for

38:30

contracting business in that

38:35

respect. Obviously, I'd love to

38:35

be able to help rebuild people's

38:40

businesses. That's what I do. I

38:40

love helping tell their story in

38:43

different way and find ways to

38:43

tell their story. And that's,

38:46

that's that's the greatest

38:46

benefit for me. But basically,

38:50

there's there's multiple ways to

38:50

reach out to me. I'm on LinkedIn

38:54

actively. Again, how on Wall

38:54

puff is my name very easy to

38:58

find me the company's profit

38:58

master business solutions. So my

39:01

website profit master business

39:01

solution.com is a way to find me

39:07

there. And I'm always willing to

39:07

have a conversation with

39:11

someone.

39:13

Absolutely absolute honor and a pleasure. I got to lie on this. I'm sitting here

39:15

like, thankfully how we can talk

39:18

because I'm sitting here trying to really and I'm like, Okay, what am I supposed to say next?

39:20

But thank you so much.