July 18, 2023 • 46 mins
What a remarkable journey it has been, navigating the intricate world of empathic marketing with the marketing whisperer himself, Shane Johnson. In our light-hearted yet insightful discussion, we unlock the vast potential of empathy in building stronger business relationships, boosting sales, and creating a lasting impact. As Shane fondly reminisces about his love for mountain biking, gardening and spending time in nature, we realize how these personal facets subtly weave into his tenacious marketing strategies.
Shane's metamorphosis from a brick-and-mortar business owner to a seasoned media buying professional, emphasizes his expertise in the field. He brilliantly unravels the hedgehog concept, highlighting the importance of being known for and excelling in one aspect of your business. We also delve into how building personal connections and understanding your audience can create meaningful customer experiences. Our conversation takes an interesting turn as Shane introduces the concept of 'Soul Print.' He underscores the significance of work-life balance and shares groundbreaking techniques like bio-hacking and flow hacking that can skyrocket us past our limitations to achieve our goals.
As we round up our enlightening session with Shane Johnson, we venture into the future of marketing, exploring the world of digital business cards. Shane's thoughts on empathic marketing, his dedication towards creating an enjoyable customer experience and his commitment to effectively utilizing AI tools for collective growth are not just stimulating but an eye-opener for all of us. Through this enriching conversation, we've gleaned invaluable insights and practical advice that will undoubtedly benefit entrepreneurs and business owners alike. So, tune in, absorb, and let's revolutionize the way we perceive marketing.
To learn more about Shane and connect with him to help grow your business, please visit: https://www.bolderfuture.com/
Don't miss the opportunity to claim your free copy of my international bestseller, 'Empathic Marketing.' If you're eager to fast-track your journey to the business of your dreams, book a 30-minute Gap Analysis call. Don't forget to use the coupon code "Podcast" for a 50% discount. And yes, I'm offering a unique 200% guarantee on this Analysis. Visit https://www.becausebusinessispersonal.com/ to get your book or schedule a session today.
Eager to harness the power of Empathic Marketing to propel your business growth? Get your hands on my #1 Amazon Best Selling book, 'Empathic Marketing,' or book a '30-Minute Gap Analysis' session directly from my website: www.becausebusinessispersonal.com.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Hey, welcome to the Because Business is Personal
podcast, the podcast whereempathy meets marketing strategy
.
I'm your host, mike Caldwell,but I'm also known as the
marketing medic.
Now, the reason for that isbecause, before becoming a
marketing strategist, I actuallyworked as a paramedic for 12
years, and it was during thattime that I realized how
(00:20):
important it was to trulyunderstand the problems your
patient was facing before youstarted providing treatment.
And it's this sameunderstanding, the same empathy,
is just as crucial when itcomes to understanding our
prospects and making sales, andthat's why, in each episode,
we'll dissect the art ofempathic marketing, exploring
(00:42):
how top professionals infuseempathy into their strategies to
build stronger relationships,boost their sales and make a
lasting impact.
So buckle up and prepare toturn up the dial on your
marketing effectiveness.
As we gear up to dive deeperinto the realm of empathic
marketing, I'd like to share acouple of special offers with
(01:03):
you.
First, you can get a free copyof my international bestselling
book Empathic Marketing.
You only need to cover the costof shipping.
Reading this will provide youwith a much more in-depth
understanding of theempathy-based marketing approach
that we explore in this show.
Next, I'm offering a 50%discount on a transformative
(01:23):
30-minute gap analysis sessionwith me.
Reading this session willidentify the hurdles in your
marketing efforts and togetherwill develop an actionable
roadmap aimed at winning youmore clients and making you more
sales.
Just visit my website,wwwbecausebusinessispersonalcom
(01:44):
to grab your book or use couponcode podcast to take advantage
of my gap analysis offer.
So why wait?
Let's start turbocharging yourmarketing strategy today.
Now let's get started with ourepisode.
Hey, welcome everybody to myfirst Because Business Is
Personal podcast, and joining metoday is Shane Johnson, so
(02:10):
welcome Shane.
Speaker 2 (02:12):
Hey, Mike, I'm happy to be here.
I'm happy to be your first Papayou've been having the cherry.
Papa, you've been having thecherry for a long time, right,
it's been many years.
Speaker 1 (02:24):
So I thought a good way to start all of my podcasts
would be to share a couple ofjokes, just to get some
lightness and some levity.
So I've got a couple of zingersfor you.
Are you ready?
Speaker 2 (02:36):
Oh yeah, I love me.
Hey, wait a minute.
Are we allowed to do some kindof hot off color but sexual
innuendo stuff?
Sure, that's what she said.
I mean, I know you have thatsense of humor and so do I.
Speaker 1 (02:49):
Yeah, those are the best.
Okay, so mine is kind of alongthose lines.
What's brown and sticky?
Speaker 2 (02:56):
Oh, I don't want to know what A stick.
Oh geez, that's what you'rehoping for.
The response All right, oh geez, Exactly.
Speaker 1 (03:09):
Those are the best dad jokes though.
Right, Exactly.
Speaker 2 (03:12):
Well, I listen to every once in a while to this
not a podcast, but I don't know.
I probably hear it on TikTok orReels or something like that as
I'm scrolling through, but it'scalled we got the chocolates.
Have you ever heard that one?
No, it's a bunch of Australia.
I don't know if they'recomedians or what they are, but
they're funny as hell and theyhave this little sort of a
contest where they do these oneliner dad joke kind of stuff and
(03:35):
they have to try and make eachother laugh, okay, and so the
cameras on both of them andthey're like you can see,
sometimes they're just likeholding it back, anyway.
So I checked that out and Ihave to admit I stole a couple
of their jokes.
So here's one that got prettygood laugh on their thing.
So what does a robot do afterhe has sex?
Speaker 1 (03:58):
Oh, I don't know.
Speaker 2 (03:59):
He nuts and bolts.
Okay, that was my.
That's what she said.
Joke, I got a clean one for youtoo, okay.
So I went to the zoo the otherday and all I saw was a dog.
It was a shitsuit.
Speaker 1 (04:16):
Oh, it took me a second.
Speaker 2 (04:18):
That's a growner.
That was a cringe worthy joke.
All right.
Speaker 1 (04:23):
Okay, so we both have warp sets of humorous.
Yes, we've established that,all right, so now let's.
This is because business ispersonal, so let's get to know
you personally a little bit, soI can imagine you didn't have to
work.
Okay, you didn't have to workand you weren't allowed to work.
(04:44):
What would you?
What would you do with yourtime?
Speaker 2 (04:49):
Oh, wow, I have lots of hobbies and I love not
working and I also love puttingyou know fun things into work.
So I like to mix that up.
But, wow, I would do so manythings.
I have lots of things that Ilove.
I love to mountain bike, I loveto be out on the trails.
Anywhere where there is forestand lake is my happy place where
(05:12):
there's peace and quiet, so Iprobably spent a lot of time
there.
I like to garden.
I know it's kind of cliche.
I'm an old gen X slash, almostboomer, some older gen X and
yeah, I love the garden.
I got lots of veggies growingin my garden already.
We've already been eatingveggies out of the garden for a
(05:32):
couple of weeks.
Speaker 1 (05:33):
Oh wow, you've harvested it already, cause so
far those people are listening.
We're in Canada and it's Mayhere, so not a lot of stuff has
had the chance to grow outsideyet.
Speaker 2 (05:43):
Yeah, so the last frost date was basically this
weekend, the May long weekend,may two four weekend we call it
in Canada and so I had stuffplanted out there for, I guess,
three weeks, mostly cruciferouskind of veggies, but I had some
other stuff too, so I did losesome tomatoes, even though I was
covering stuff at night.
But yeah, that's enough,probably talk about gardens, I'm
(06:06):
sure yeah, there we go.
So yeah, I'd be doing lots ofthat kind of stuff for sure,
traveling all over the place.
I'd like to see new places,things like that All right so
same.
Speaker 1 (06:16):
Shane Johnson is a mountain biking gardener.
That's what we know about.
Shane Never been described thatway before but okay, your
business card, remember businesscards.
Speaker 2 (06:28):
I have a business card right here.
I'll just tell you about itlater.
Okay, business card.
Though, it's the new businesscard, the QR code.
Speaker 1 (06:36):
All right.
So let's hop into business.
So tell us that's a great segue.
So tell us a little bit aboutyour business and what problem
you solve.
Who do you serve and what setsyou apart from the competition.
Speaker 2 (06:47):
Yeah, lots of questions there.
Well, my company's name isBoulder Future Marketing and I
do mostly media buying, but Iguess I'm the marketing
whisperer you'd call it.
Speaker 1 (06:58):
Okay, so not everybody knows what media
buying is.
What does that mean?
Speaker 2 (07:04):
Well, you pay some other platform to be able to put
your stuff on their platform.
So that could be something likewell, I usually start with
Google ads, google search,because there's intent, so
somebody's searching for yourservice.
We're going to show up with anad and hopefully they're going
to click on it and come andcheck out your stuff and maybe
(07:24):
sign up, learn a little bit morefrom you and maybe even buy
something from you.
And Facebook, instagram, tiktok, you name it you can advertise
on any platform that haseyeballs, basically.
So I buy media on thoseplatforms to send targeted
visitors to the companies that Iserve.
Okay, and so what problem doesthat solve?
(07:47):
It gets them customers.
Okay, hopefully you've done agood job of.
I mean, I'm sending the buyer,I'm sending a person who has
intent, because they've shownsome level of interest.
Other platforms have differentways of doing that, but I'm
trying to send them somewhattargeted interested parties that
have shown through pastbehaviors, because your digital
(08:09):
footprint is being trackedtypically, and so I'm sending
those kind of people over toyour website, to your landing
page, to your social mediaplatforms, to your videos,
whatever the case might be, andthen I encourage my clients and
I teach and guide and advisethem how to create content
that's going to attract peoplethat would be most likely to
(08:31):
want to do business with themand then that attracts them in a
way that serves them first,before they become a customer.
Speaker 1 (08:39):
Okay, is there one particular niche that you work
with, or are you cross industry?
How does that work?
I?
Speaker 2 (08:45):
Used to do a lot of online product launches for
coaches, authors and people whohave, you know, an online
digital platform, but I kind ofgot burnt out doing that.
I did that for several years andlaunched a lot of multi-million
dollar products and, but Iwasn't really enjoying it that
much.
(09:05):
So I've gone back to where myheart is, which is local
Business owners a lot of bricksand mortar kind of business
owners too which is where I mademy start.
Two decades ago I had a localbricks and mortar retail
business and it started out as a, as a franchise, but three
months into it we found out myfranchise guy was committing
(09:28):
fraud and and so he got chargedand he was gone and I had to
figure out how to do marketingadvertising on my own.
And so, yeah, I have I haveempathy and compassion for, you
know, the entrepreneurialstruggle for the local small
business owner that's trying to,you know, do everything,
basically and Do their ownmarketing and advertising too.
(09:50):
So I've gone back to doing that.
I have a number of clients thatare doing that and I believe it
or not.
I have a podcast client to ohcool, a guy who teaches people
how to do, how to launch theirpodcast, and he has an
Operational service to lookafter the match of the fact too.
Speaker 1 (10:03):
All right, so and so what sets you apart from other
media buyers?
I?
Speaker 2 (10:09):
Think that the main thing is that, because I I spent
a lot of time buildingbusinesses myself and having my
own, you know, bricks and mortarbusiness, where you know my
operational overhead sometimeswas, you know, six digit figures
per month, so I had to reallyfigure out how to advertise.
And I, my location was in a, adestination location.
(10:30):
I wasn't in like a pre premier,you know Retail kind of
location where you're gettingwalkthrough kind of traffic.
So I really had to figure outthat, you know, advertising
component.
And, sorry, what was theoriginal question?
Speaker 1 (10:44):
What's that, you, apart from the competition?
Speaker 2 (10:46):
Oh yeah.
So because of that, I just havethis ability to, I guess, guide
and teach people how to youknow how to find what it is
that's going to give thempreeminence, which is, you know,
serving your customer, givingthem something they need to help
them achieve their desired goal, before you're asking for you
(11:07):
know them to become a customer,or before you're asking for
money in exchange.
And so that level of empathyand compassion I feel is built
into everything I that I do, andI learned that many, long, long
time ago, when I still workedin the corporate world.
Actually, I was given a book bya senior vice president called
From good to great, by JimCollins.
(11:28):
I don't know if you've readthat.
Yeah, it's an oldie but agoodie, and there's lots of
learnings in that book, but Ithink one of the biggest things
that I took away from it was athing called the hedgehog
concept, and the hedgehogconcept is basically what are
you going to dig in on?
What's the number one thingthat you're going to dig in on
with your business, or even ifyou're working for a company,
(11:50):
what is it that you're going tobe known as?
What are you going to be becomea good at that helps other
people, and for me, that wasusing that empathy and
compassion as a you know, aguiding light, so to speak, and
creating a really cool, coolcustomer experience and giving
them something that theywouldn't get anywhere else.
(12:12):
So what does that mean?
Well, I'll give you an exampleof the business.
The first business that I owned,the bricks and mortar one, was
a pool and hot tub and pooltables, was home recreational
kind of stuff at a six thousandsquare foot store with all of
these fun things in it.
And one thing that I learnedquickly about that industry was
(12:32):
that the pool Dealers they loveto build pools but they really
didn't give good afterAftermarket service.
You know, once they built yourpool and took the money, bye,
bye they're gone.
So they, you know, somethinggoes wrong with your pool or hot
tub.
They just didn't give.
You know, you, I heardnightmares, stories of people
trying to call for service andjust never getting an answer.
(12:54):
So I built my store with a thatpreeminent factor and I
understood, just because I'mempathetic, that that's a
struggle.
And if I could, you know, flip,if I could, if I can Zag while
everyone else is digging orwhatever that that saying is,
then I could kind of flip thatparadigm on its head and I
wanted to make sure that I gavereally good service.
(13:15):
So, without really knowing whatto do or really being able to
afford it, I hired a servicemanager and trained them on how
to fix all this stuff and I putup a proper Service area in my
store so you could walk in thestore.
There's a big sign with a youknow, this is the service desk.
(13:35):
And my service manager wasthere and I had three guys that
worked for him and you couldcall us anytime, day or night
and those guys would answer andthey'd schedule and within 20 we
had this thing where ourhedgehog concept was we were
going to answer every call rightaway, even if they leave a
message that within 24 hourswe're going to be at least able
to have a conversation with themto Figure out what's wrong and
(13:59):
help them out.
And we got a real reputationfor looking after people after
the fact.
And we didn't make that muchmoney on it.
Um, I that wasn't the realmoneymaker, but because of that
I sold a lot of products becausepeople knew we would look after
them after the fact.
So that's really kind of thatwhole concept of the hedgehog
concept is.
(14:19):
I brought it right through to myonline marketing world too, and
so it's gotten to the point nowwhere people and this is where
you're, you know you're therelationship component of
business is personal, I think,really comes in into play, and
that is that my customers becomealmost friends, or a lot of
times, they do become friends.
I had a customer call me on theweekend.
(14:41):
This was our long weekend.
Customer calls me.
I'm like, oh no, what's goingon?
And I'm checking my ads to makesure everything's going.
I'm thinking something's gonewrong.
No, no, he was just calling mebecause he was at his dad's
place.
His dad had a hot tub in thenew home that he just bought and
he wanted to know how to get itrunning and do the water
balance.
I'm like, okay, I know how todo that.
(15:02):
You know like they're, theybecome friends.
They're either calling they'recalling me on the weekend, hey,
no, I want to talk about work, Iwant to talk about this.
So I think that's, you know,like we said at the beginning of
the session, the relationshipcomponent and the personal
aspect.
To me, that's everything.
You know.
We're all people here trying toeke out a living on this
(15:23):
beautiful earth, so why not helpeach other?
Very cool.
Speaker 1 (15:29):
All right, I've got a list of questions here.
You actually answered the nextone, so we can just skip to.
Especially as a media buyer,how much time do you spend
learning to understand youraudience before launching a
marketing campaign?
Speaker 2 (15:46):
Yeah it's, this is a big thing and a lot of marketing
kind of people like marketerswe as marketers, we kind of tend
to have this tendency to ruineverything right, and I feel
like a lot of the marketing andadvertising pure marketing
organizations kind of tend to dothis a little too clinically,
(16:09):
like they will say, okay, whatis your avatar?
Kind of thing.
Oh, it's a 45 year old male, hewears khaki pants and a golf
shirt and he's, you know,invested so much money in the
stock markets.
Well, that's pretty dry andboring, right.
So again, a long time ago, whenI still worked in the corporate
world, I started I didn't callit this at the time but I ended
(16:31):
up developing a little processcalled the.
I call the empathy exercise.
Really, yeah, and thoughts likeliterally and the empathy
exercise, and I really kind of.
I mean I started it in thecorporate world but it really
honed it when I had that pooland hot tub company and I
realized that most pool and hottub organizations weren't really
(16:51):
looking after people and that'slike pre sales, during the sale
and post sale.
It was a horrid industry.
I think it's gotten a lotbetter now, but at the time this
is a couple of decades ago itjust wasn't good.
And so I decided I was going tofigure out something that I
could do with my marketingadvertising to change that.
(17:13):
You know, that empathy factor.
And I didn't start it with thatintention, but I just wanted to
kind of figure out what do I doto help these people and do it
in a way that I can grow at thesame time.
And so I just said, okay, I gotto feel what these guys are
feeling and I just went outshopping.
I spent two or three days and Ijust drove around to every
(17:34):
dealer I could find in the wholeplace and I started taking
notes and I realized it wasprobably north of 90% of these
dealers.
They would hire sales reps andthe sales rep would come out
with slicked hair in a suit.
Why are you wearing a suit?
You're selling a hot tub in apool, you don't need to wear a
suit.
And they stunk of cheap cologneand like just the used car
(17:57):
salesman kind of scenario and I,a lot of times I would walk out
of their store feeling like Ineeded to take a shower because
it was dirty.
The tricks that they would tryand pull and so like.
One example was they would sayyou know, if you buy from us
this weekend, then you don'thave to pay the tax, which is
actually some.
That's illegal.
You can't even do that.
(18:18):
You have to pay the sales taxhere in Canada, unfortunately.
But they would say, hey, I'llsave you some money.
And then, once they found outwhich model you were interested
in, they go okay, hang on asecond, let me just go in the
back and check if we've got anyinventory stock of that.
And the guy would take off for10 minutes and come back.
You know the old adage.
(18:39):
I talked to my manager we haveonly one left, so I'll tell you
what if you want to put a $500deposit on it, I will put your
name on it and reserve it foryou until you can talk to your
wife and organize your finances,and then they would never give
the 500 bucks back.
And so, as I started goingaround and visiting and
basically secret shopping isbasically what it was I made a
(19:01):
whole list of the nasty tricksthat they would pull to trick
you into purchasing these things.
And then I said, okay, well,how can I?
You know, how can I?
So I started talking to peoplethat would come into my store
about these nasty tricks, sothat they would know, because
they're not just shot.
When you're shopping for a bigticket item, you know it's
$10,000 to $20,000 for a nicehot tub I know they're not going
(19:23):
to just shop me, they're goingto look around.
So I'd start telling them, like, look out for this.
These are the signs thatthey're probably not going to
look after you and you're goingto get ripped off.
And that eventually led to mewriting a little ebook.
Okay, this is back in, like theearly 2000s, so you books
weren't really a thing back then.
And so I wrote this littleebook and I titled it the seven
(19:44):
nasty tricks that pool dealerswill try and use to trick you
into buying and they'll rip youoff.
And I went to my head ofwebsite at the time, but it's,
you know, static brochure kindof website.
So I went to my web developerand said is there any way you
can put a form on here thatpeople can sign up and download
this thing?
And he's like geez, you know, Ithink I can do that, let me
(20:05):
check into it for you.
And so like a week goes by, Icall him up Did you figure this
out?
Yet he goes yeah, I figured itout, but it's pretty complex.
I go, okay, well, I need to getthis done.
So how much would you charge me?
And he goes $5,000.
So you can imagine what like$5,000, what that's crazy, you
know.
Like $5,000 put.
(20:26):
Basically, now I know that's anopt-in form, well, I can make
one in like two minutes now, butback then I didn't know about
that kind of stuff.
So what I ended up doing was andI wasn't doing any online
advertising, this is the early2000s.
So I put an ad in the paper,like I usually did, which an ad
in the paper for a decent sizewould cost me between $1,500 and
(20:47):
$2,000.
$3,000 if I wanted a full pageat, and that's 20 some odd years
ago.
So I put an ad in the paper andsaid you know, it was that
basically that same headline.
And I said if you want to getthis book, email me.
And I made a special email withmy website domain on it.
But it was a special email, soI knew only those emails would
(21:09):
go to that inbox and I said justsend me an email and I'll reply
back.
And so I was literally manuallyreplying back, putting an
attachment with this PDF inplace and like I would spend the
first couple of hours of everyday just replying to all these
people.
I didn't realize there was suchthis, this high demand for For
people that wanted this thing.
And then they were literallyprinting it out and I would have
(21:31):
people come into my store andgo we're Shane.
And they were like puttingtheir arm around me, one buddy
Like this is the best thing ever.
And they I can see they've gotthis crumpled up notes with like
highlighted sections and notesAre written on it and I got a
lot of sales out of it, becauseyou know I help people well.
Why you know, long story short.
Why did that happen?
Because I figured out who mybuyer was and I figured out what
(21:53):
problems were they experiencingin the buying process, because
the buying cycle was a long one.
But what was happening was theygo through this long buying
cycle and then the Purchasewould stagnate.
They wouldn't even purchasebecause they became so confused.
So I said how can I help themmake a buy, a wise buying
decision, where they feel likethey're getting they're in good
(22:13):
hands?
So, long story short, yeah, it'svery important to you know,
figure out who the people arethat you serve and what you know
.
What experiences are they goingthrough just in going through
the buying process?
Sometimes it can be a Struggleand it's frustrating, so I
always start there and so nowbring that to the online world.
(22:36):
So, even if it's a physicalbricks and mortar kind of
business, they still have onlinepresence and and so I do the
same thing there and I willoften go and, if I can, I'll
make purchases myself.
I'll go through the buyingprocess and check out the
competition and and I'll Outlinea list of what do I like about
the experience, of what don't Ilike, and I make sure that we
(22:58):
Model the things that I did likeand take away the things that I
didn't like when we create themarketing and advertising for my
clients.
Speaker 1 (23:06):
Huh, I Think we've all heard of funnel hacking
before, and so you're kind ofdoing that, but at a much, much
higher level.
Speaker 2 (23:15):
Yeah, I mean it goes a lot deeper than that.
Because it's that empathy thing, right it's.
It's understanding exactly howyour Perspective customer is
feeling, like literally howthey're feeling.
Because I would go through theprocess and it's like, okay, now
I understand, now I can feel,you know it's.
It's more than just Looking atsomething and going, okay, well,
(23:36):
we'll just model this and we'llhack this and pull it over here
.
I don't believe in that kind ofstuff.
I think that that Hacking, thatfunnel hacking, modeling
process is just doing ours, ourindustry, a disservice and it's
creating bad reputation for goodmarketers too.
Right, because I mean you'restealing stuff and you don't
even know really if that's thestuff that's working.
(23:57):
You're just stealing stuff andputting it up quick so you can
say you're a professional agency.
Well, that's not a professionalagency.
Speaker 1 (24:05):
Yeah, I think what you're doing is more like funnel
exploring than funnel hackingand Like, say, instead of just
going through and saying, oh,this guy started with a free and
then a $7 than a $27 and a $97,I'm just gonna hack his process
, you're going through theprocess, seeing what you like,
what you don't like, what feelsauthentic, what feels sleazy,
and You're fixing all theproblems along the way so that
(24:26):
the buyer has a betterexperience.
Speaker 2 (24:30):
Yeah, and really I'm doing it because I want to get a
really good sense of how thatperson is feeling so that I can
Guide and advise my customer.
Okay, here's the kind ofcontent you should create that
helps your prospect Before youget the sale.
So it's way beyond funnelhacking, because it's it's doing
it with that preeminence factor.
It's like how do you help servethem First, like don't be
(24:53):
looking for the thing that youwant, for example, like don't be
looking for the thing that youwant first, be looking for what
is it that they're experiencing?
And how can you help them maybeget a few steps towards their
desired goal Before you, youknow, ask for their credit card.
Speaker 1 (25:10):
Very cool.
Um, let's see.
Can you tell us how yourpersonal values influenced the
way you do business?
Speaker 2 (25:22):
Yeah, um, I've literally actually created a
funny.
You say that because I was justdoing something I.
I use a lot of AI tools now, um, not as a crutch, but more as a
way to expedite what I do.
So I've taken a lot of myprocesses and built them as
models into the AI tools, andone AI tool that I use is called
jasper jasper dot AI, and Ireally like it's a more
(25:46):
expensive model.
I know everyone's using chatGPT and I do use chat GPT too.
I have paid version of it aswell, with a number of different
plugins that I use for specificthings.
But I like jasper because I cancreate longer form content with
it and they have this reallycool functionality called brand
voice, and what that allows youto do is you can upload
(26:07):
documents and or you can justcut and paste Up to, I think,
1500 characters, so what?
So, like 300 or 400 words, youcan upload that into jasper and
then, when you create newcontent or create new stuff, you
can use your brand voiceplugged into it.
So the idea there is most youknow most AI tools.
(26:31):
They're Modeling it based onthe internet, because it scanned
the internet up to 2021,although that's going to be more
advanced soon with GPT forcoming out and and whatnot.
But so I've literally taken my,my, my documentation, which I
created a long time ago for mymission, and what I stand for,
(26:52):
and my values, and all mypersonal values and identity and
my, the things that I do in mypersonal life.
I've woven that into mybusiness as well.
So I've plugged that intojasper so that anytime I write,
jasper is not only using what itknows about the internet, but
it's learning what I have saidis personal to me and it's using
that as a second brain.
(27:13):
And so I'm just looking at my Ihad my document up because I
was uploading it my, my numberone thing that I stand for in
terms of values is empathy andcompassion.
It's the number one thing on mybusiness mission.
Here, too, you know number oneright there.
So it's empathy and compassion,and this was created like 10
years ago.
Uh, responsible and ethicalbusiness practices.
(27:34):
So you can see where this isgoing right.
Like I don't believe in thisfunnel hacking world kind of
stuff.
Like don't, that's robbing frompeople, it's taking their money
and not being responsible aboutit.
Um, another one is to surpriseand delight Clients and members.
Well, I like to do that in mypersonal life too.
People come over here and Icook for them.
I pull stuff out of my garden,making stuff fresh.
(27:55):
I want people to have thatexperience right.
So I want to surprise anddelight people.
Um, I do that in my, in my ownlife and I pull that into my
business life too.
Um, a big increased customervalue to me that's a strong
thing.
Exponential strategic growth,um, increasing our collective
game to a whole new level.
So to me, it's not about themgetting more business or me
(28:20):
getting more businesses.
How do we raise both ofourselves up, not just in terms
of uh, monetarily, but just allthat other stuff that goes with
it?
Like, are we here to just makemoney or are we here to have fun
in life too, and to buildrelationships and, you know,
feel good when we wake up in themorning.
To me, that's what it's allabout.
So building those assets thathelp us all grow together.
(28:43):
And you know the the old clichethat all boats rise with the uh
with the tide.
To me, that's everything, as amatter of fact, built into my
mission here.
I'll tell you what it isbecause I feel really strongly
about I do a lot of um, likefunnel hacking stuff.
Um, by the way, on the personalside, I have Done 1,587 straight
(29:04):
days of doing whim hum halfmethod.
Oh, wow, you know, like.
So like cold shower, cold Dunkroutine and a little bit of
meditation and some breathing.
I've done 1,587 days straightof doing that.
So I love these little funnelhacking things, but I like it.
I like to do it in a way that'snot like um, you know the, the
entrepreneurial grind kind ofthing, like work, your 18 hours
(29:26):
a day, kind of uh lifestyle.
I, I like to do um Biohackingthat allows you to have fun and
to lighten up the load and feellike things are just coming
naturally and you don't have towork as many hours when things,
when you're, when you're feelinggood and you are more creative,
and when you're more creativeyou're more productive.
When you're more productive youdon't have to work so many
(29:47):
hours.
And to me, this whole conceptof working eight hours a day or
in the entrepreneurial world youknow the, the, the grinder
world working even more, to methat's just not, that's not life
.
So I love this book that I readquite a few years ago called
the rise of superman, by stevenkotler.
Have you ever read that one?
I've not read that one?
Oh, you got to read it.
(30:07):
So in it.
So he's a flowhacker too, but hedoes it.
You know, he came from theadventure sports world, like he
was a writer for I don't knowoutside magazine or something.
So he spent a lot of timefiguring out how athletes do
this.
But then he worked out thatthere's a routine that they go
through that can be used in anyaspect of your life.
(30:30):
And so he said, one of the bigcomponents of it there's several
, but one of the big componentswhich I love is that he and he
dedicated a whole chapter to it,called the we of flow, where he
discusses the power of yoursocial group to build momentum
together, and in it there's thisexcerpt that truly, I think,
identifies, I think, what youand I both stand for, and I'm
(30:52):
gonna read it to you.
It says more acceleration comesfrom the social support that the
solidarity of a group provides.
Finding flow isn't easy, andfinding it repeatedly is tough
or still.
The struggle phase can dragendlessly on and the urge to
give up grows stronger as thelast memory of flow grows dimmer
and dimmer.
But the collective momentumfights hard against individual
(31:13):
inertia and when one member isin struggle, probably another
one is in flow and using thatstate to do something amazing
and amazing energizes.
I'm getting like goosebumpsjust reading it.
I can feel that.
Speaker 1 (31:26):
Amazing energies.
Speaker 2 (31:27):
So, whether it's the cooperative excitement or the
competitive jealousy, oneperson's triumph becomes
another's motivation, and thatcreates a flywheel effect that
allows the group itself to gainmomentum.
And to me that's life rightthere.
Speaker 1 (31:42):
Huh, that's pretty cool, but how would you apply
that in your business world?
Speaker 2 (31:49):
Well, for me, I have my little coaching group, so I
have other entrepreneurs that Ihelp do this, and I have a kind
of a little side product that Iuse to help people that are in
that struggle phase.
Let's face it, as entrepreneursyou're not always on top of
your game, right?
You're not always 100%.
So what do you do during thestruggle phase to help get
(32:10):
through that?
And so I have this littlecoaching product that's called
the Perfect Day Soul Print, andso I teach entrepreneurs how to
figure out what is their PerfectDay.
What's your Soul Print?
You know what speaks to you,what makes you wanna wake up
every day and do what you do,but still have enough energy
(32:31):
that, at the end of the day, youcan do the fun things that you
wanna do in life too.
So you're kind of balancing.
It's that old work, lifestylebalance kind of aspect.
So I teach people how to dothat and I have little kind of
like anecdotal flow hacking orbio hacking kind of things to
get yourself back into acreative momentum and push past
(32:56):
that struggle phase which we allhit, without feeling like
you're grinding, like I don'tbelieve, just because you're in
that struggle phase doesn't meanyou get up every day and work
your 18 hours and grind throughit.
Grinding through it isn't gonnaget you there, because the
answers don't come from ananalytical process up here.
They come from your heart.
(33:16):
And so the only way to get downinto the real answers that
reside in your heart, in yourSoul, your Soul Print, is to
relax and enjoy, and the answeris gonna come to you Like, how
many times have you beenstruggling with something?
And you, wow, let's create thepros and cons list and analyze
all the data and let's make adecision.
(33:37):
And we'll wait each one.
And you can't get there throughanalyzing like that.
I used to be that person.
I was always very analyticaland, yeah, I like I mean, I run
ads.
So, yeah, you do have to havesome analytical detail, but the
true answer is in life.
The big, the answers to thebiggest questions don't come
from the analysis in your brain.
(33:58):
They come from your heart, andthe only way to do that is slow
things down.
Sometimes you gotta go slow togo fast.
Speaker 1 (34:05):
All right, this might I don't know if you, if you
have the answer, if you havealready answered this question
by what you just said but, likejust giving everything we
discussed today, what's onepiece of advice or key takeaway
that you'd like to leave ourlisteners with, Like what's one
thing that can startimplementing today that's
actually gonna move the needle.
Speaker 2 (34:24):
Yeah, well, yeah, it's a good question because
I'll take probably one of the.
I mean, there's so many thingsI teach in the Soul Print, the
Perfect Day, soul Print coachingcourse, but one of the big key
things is and this is somethingthat I didn't come up with
myself I learned from a guynamed James Clear who wrote the
(34:44):
book Atomic Habits, and I'm alittle ADHD and I sometimes go
down this path and this path andI got like 10 things and then
it's like, okay, wait a minute,slow down, go slow to go fast.
And I always remember this.
One thing that he said is andthat is the best way to achieve
your goal is not to set the goalat all.
(35:05):
He meant, yeah, set the goal,but the best way to achieve it
sorry, the second best way toachieve it is to establish a
routine, just a simple routineevery day.
And so he said, if you'rehaving trouble doing that in
whatever it is you're trying toachieve, maybe like big goalish,
okay, so think smaller.
He said so if you just thinksmall, like if you just do 1%
(35:29):
more each day by the end of theyear, and that's just one little
thing each day, so you might behaving an off day and you get
up and go ah, screw it, I don'tfeel like doing anything.
Just do one little thingbecause 1% better each day.
If you do the math on it, theexponential math, it literally
works out to 37 and a half timesbetter by the end of the year.
(35:49):
All you gotta do is 1%.
Don't try to tackle 10 things.
I don't believe in making alist, a task list of to-do items
each day.
I wake up each day and I haveone thing that I know I wanna
accomplish.
If I get into flow and I feelgood, maybe I'll do some more.
But there's a one thing that Iwanna accomplish each day and
that will get me 37 and a halftimes better by the end of the
(36:10):
day.
And so what he said was if youwanna actually make that even
better, then instead ofestablishing just the daily
routine, the daily process thatyou're doing, think about who
the person is that you wannabecome.
So that's identity-based stuff.
So instead of saying like, ifyou wanna lose some weight,
(36:31):
instead of making a goal, I'mgoing to lose 30 pounds by you
know x-date, instead of doingthat, just say I'm gonna wake up
every day and I'm gonna do 10minutes of yoga, small daily
routine, 1% better each day, andeven on the days where you
don't feel like doing that.
So maybe you don't feel likedoing yoga today, so just say,
(36:53):
make it smaller still.
Say, I'm gonna just put on myworkout clothes, I'm gonna put
on my shorts and I'm gonna godownstairs.
Ah well, I got my workoutclothes on, so I might as well
just do a little bit of yoga.
I won't do a lot of yoga, I'lljust do two moves.
And so then one little thingafter another gets you.
It's like you're connectingdifferent routines, different
habits, and you build a systemof these and they link together.
(37:16):
And so what happens is yourbrain has this weird way of
linking.
And so when you do that for Ithink it's 66 days to
automaticity, something Ilearned from Robin Sharma, a
client that I had.
He said it takes 66 days onaverage for a person to wear a
habit, wear a sorry wear,something that you're doing
(37:37):
systematically and you're makingyourself do it kind of thing.
It becomes a habit.
And so then, after you've doneit for at least 66 days, it's
like you just do it.
It's automatic 66 days toautomaticity.
And so if you just do a littlething and then start linking the
little things, they become big.
(37:58):
So now, instead of trying torace and do the entrepreneurial
hammer everything, I try to justget up and do one little thing
and then those little thingsstart to link together and
before you know it those littlethings become something big.
It's like the race between thehair and the turtle, kind of
thing.
Speaker 1 (38:19):
Okay.
So to summarize that like,instead of trying to go from
zero to a hundred tomorrow, likejust small steps sort of thing,
yeah, burn yourself out tryingto go to a hundred every day.
Speaker 2 (38:33):
You know, you just do .
Even people like Gary Vee, whoused to preach that.
He's starting to change If yousee some of his content that
he's putting out.
He's getting a little older.
He's probably getting burnt outhimself, right?
So he's starting to say hey,you don't always have to grind.
Speaker 1 (38:48):
Oh, I have not heard him say that.
I'm not a big Gary Vee follower.
Speaker 2 (38:53):
I'm not really either , because that's sort of he's
sort of my antithesis.
Speaker 1 (38:56):
Right, yeah, me too.
Speaker 2 (38:58):
You know I'm anti grinder, yeah yeah, it never
used to be, though.
I was always a grinder too, andthen I realized it makes you
sick, it makes you tired, itmakes you grumpy, it makes you
all the things you don't want tobe Right.
Speaker 1 (39:11):
Very cool.
Thanks, dave, if people wantedto get in touch with you.
For any way, do you haveanything you can offer them?
Speaker 2 (39:20):
or yeah, if you want to do a, I do a free 20 minute
marketing consult.
So usually, typically within 20minutes, I can kind of like I
have this good, this capability,I guess, of trying to look at
what you do as a business andgive you a flavor of how can you
(39:41):
turn that around, how can youturn that upside down and do
some of these things that I'vebeen talking about and making it
a good experience for you andthe people you're trying to
attract.
So if you want to do that, justgo to Shanemarketing Shane and
you can sign up for one of myfree 20 minute marketing
assessments.
Oh cool, let's take a look atwhat you're doing in your
marketing and see if we can turnit around.
Speaker 1 (40:03):
This is my first podcast.
I don't know how it exactlyworks, but I think somewhere
there's going to be adescription of this podcast and
I'll put that link in thedescription.
Speaker 2 (40:11):
Sounds cool.
By the way, I was going to tellyou about these little digital
cards.
So I think probably a lot ofpeople have heard about them Not
that many are using them, Ifind, but this is one of the
things I do to surprise anddelight my customers.
So, after I typically say, ifyou're going to do, if I'm going
to do, media buying for you,you have to sign up for at least
90 days, because it takes 90days to dial everything in and
(40:34):
try and get the messaging right.
The first 30 days is just we'retesting stuff to see what works
, and so if you stick throughand this is all based on one of
my values, which is to surpriseand delight, but it's also to
try and encourage you to stickthrough past the three month
(40:54):
period too and HubSpot did asurvey, I think back in 2020 or
21, and they said the averagemarketing agency, or sort of the
average customer of a marketingagency, only stays for three
and a half months and they'regone.
Well, that's not a very goodstick rate, is it no?
Three and a half months, you'rejust getting going, and so I
want to increase that.
(41:14):
So my average is seven to eightmonths.
So still like to get to a year,but anyway.
So to surprise and delight them, I give everyone a free digital
business card.
So all you do is you tap thaton your phone and it pops up
with this little thing.
I don't know if viewers aregoing to be able to see this,
but you'll see it.
You can see it's got my digitalbusiness card on there, oh cool
, and you can tap to call orsave my contact information.
(41:35):
So I give all my customers oneof those after they've been with
me for three months.
That's good, unadvertised bonus.
Speaker 1 (41:42):
Yeah, yeah.
Speaker 2 (41:43):
So they get it in a little card saying thank you,
and they don't expect it.
They don't know it's coming.
Speaker 1 (41:48):
Awesome, awesome.
Speaker 2 (41:50):
So yeah.
Speaker 1 (41:52):
Oh, I just have one more question for you, regarding
you've read my book EmpathicMarketing?
I sure have, and do you thinkthat's a book most business
owners, entrepreneurs, shouldread?
Speaker 2 (42:05):
No question.
I mean like I mean to get intosome of the hardcore marketing
kind of aspects that you youteach a really good system in
there.
I think I said that in myreview to you that a lot of the
stuff you teach in there arethings that we would, you know,
services that we perform for asan agency for a customer.
I don't know if you're stilldoing that work, but I do.
(42:27):
And but if if they're nothiring somebody to do it, or
even if they are hiring somebodyto do it, you should really
read this book so theyunderstand the process that
we're going through.
It's pretty in depth and ittakes into consideration that
personal, emotional, empathydriven stuff.
But you've got to, you've builta system around that that lends
(42:50):
itself to the marketing and howyou attract people in the
marketing world as well.
So I think, whether you'recreating your own marketing or
you're hiring somebody to do itfor you, definitely read Mike's
book, no question.
Speaker 1 (43:01):
Yeah, what I used to for, like, if you're hiring
somebody else, when I used toteach repelling, so you know,
going down the side of a cliff,face on a rope, I would teach
people how to do that.
I would tie everything up andand then they would just come
over and get ready to go off theedge.
I'm like don't you want tocheck my knots, like stuff
that's going?
It's like, oh well, you're theexpert.
I'm like we all make mistakes,right?
(43:24):
And so I always encourage and soI always show like I was there
to teach them how to repel nothow to set up a repel, but I'm
like your life is in my handsright now, right, and your
marketing dollars might be in myhand.
So it's a good idea to have anunderstanding of the foundation
of marketing and like andrepelling, like, just make sure
I that not looks weird.
(43:45):
Are you sure that's right?
You know?
Just yeah, it's good to have anunderstanding before you trust
somebody.
Speaker 2 (43:52):
I mean the best customers are the ones who come
to you through learning some ofthe stuff that you're teaching
it right.
And I have a presentation thatI did for my SoulPrint growth
entrepreneurs and just about youknow content marketing, so I
truly believe that preeminencething which I learned from J
Abraham, by the way.
You know learn how to helppeople and give them something
(44:13):
first.
Well, so I have thispresentation that I give to
prospective new customers andbefore they, before I allow them
to hire me, before I allow themto give me a single send, even
if they're saying, okay, justsend me the bill and I'll pay it
I want you to watch this.
It's a 50 minute presentationand because the best customers
are the ones who get it, whounderstand, and who not just
(44:36):
understand but who have the samekind of values as you do.
And so what you have in yourbook, you're teaching that kind
of stuff, right?
So if you're showing them thatand they like it and they want
to do that, they become the bestcustomers and they stick around
the longest, too, right?
I find the ones where I get as areferral and they come in and
all they're thinking about is,you know, like, and here's a,
(44:58):
here's a warning flag to anyonewho's thinking about this on
both sides of the equation.
But if somebody, if somebody,comes to me and says, yeah, I've
hired six other agencies, sowhat's your like?
How are you going to changethings?
Nope, we're not a good match.
If you've hired six otheragencies and you haven't had any
luck, think you better look atthe comment denominator.
Right, yeah, yeah, it's not.
(45:19):
You know, it's not me, it's youKind of thing.
Speaker 1 (45:23):
Awesome.
Well, thanks again, shane.
It was great.
Thank you for popping my cherryon this first podcast, because
business is personal.
I think you spoke very well tothat end and, yeah, it's great
having you on.
Speaker 2 (45:37):
Yeah, I hope that's going to help some of your
audience and I wish you muchluck with your new podcast.
All right, thanks, shane, talksoon.
Talk to you soon.
Speaker 1 (45:48):
And that is a wrap for this episode of Because
Business is Personal.
Thanks for joining us and don'tforget to take advantage of my
two special offers.
First, you can get a free copyof my best-selling book,
empathic Marketing.
You just pay for the shipping.
Or you can have 50% discount onmy GAP analysis session with
(46:08):
the coupon code podcast.
Just head over towwwBecauseBusinessIsPersonalcom
or check the show notes fordetails.
If you've enjoyed today'sepisode, please don't forget to
follow, subscribe, leave areview and share the podcast
with others who might benefit.
Your support means the world tous, so stay tuned for our next
(46:32):
episode, where we'll continue todelve into the intersection of
empathy and marketing strategy.
Remember, because Business isIndeed Personal, every
connection counts.
Until next time, see you then.
Hey, welcome to the Because Business is Personal
podcast, the podcast whereempathy meets marketing strategy
.
I'm your host, mike Caldwell,but I'm also known as the
marketing medic.
Now, the reason for that isbecause, before becoming a
marketing strategist, I actuallyworked as a paramedic for 12
years, and it was during thattime that I realized how
(00:20):
important it was to trulyunderstand the problems your
patient was facing before youstarted providing treatment.
And it's this sameunderstanding, the same empathy,
is just as crucial when itcomes to understanding our
prospects and making sales, andthat's why, in each episode,
we'll dissect the art ofempathic marketing, exploring
(00:42):
how top professionals infuseempathy into their strategies to
build stronger relationships,boost their sales and make a
lasting impact.
So buckle up and prepare toturn up the dial on your
marketing effectiveness.
As we gear up to dive deeperinto the realm of empathic
marketing, I'd like to share acouple of special offers with
(01:03):
you.
First, you can get a free copyof my international bestselling
book Empathic Marketing.
You only need to cover the costof shipping.
Reading this will provide youwith a much more in-depth
understanding of theempathy-based marketing approach
that we explore in this show.
Next, I'm offering a 50%discount on a transformative
(01:23):
30-minute gap analysis sessionwith me.
Reading this session willidentify the hurdles in your
marketing efforts and togetherwill develop an actionable
roadmap aimed at winning youmore clients and making you more
sales.
Just visit my website,wwwbecausebusinessispersonalcom
(01:44):
to grab your book or use couponcode podcast to take advantage
of my gap analysis offer.
So why wait?
Let's start turbocharging yourmarketing strategy today.
Now let's get started with ourepisode.
Hey, welcome everybody to myfirst Because Business Is
Personal podcast, and joining metoday is Shane Johnson, so
(02:10):
welcome Shane.
Speaker 2 (02:12):
Hey, Mike, I'm happy to be here.
I'm happy to be your first Papayou've been having the cherry.
Papa, you've been having thecherry for a long time, right,
it's been many years.
Speaker 1 (02:24):
So I thought a good way to start all of my podcasts
would be to share a couple ofjokes, just to get some
lightness and some levity.
So I've got a couple of zingersfor you.
Are you ready?
Speaker 2 (02:36):
Oh yeah, I love me.
Hey, wait a minute.
Are we allowed to do some kindof hot off color but sexual
innuendo stuff?
Sure, that's what she said.
I mean, I know you have thatsense of humor and so do I.
Speaker 1 (02:49):
Yeah, those are the best.
Okay, so mine is kind of alongthose lines.
What's brown and sticky?
Speaker 2 (02:56):
Oh, I don't want to know what A stick.
Oh geez, that's what you'rehoping for.
The response All right, oh geez, Exactly.
Speaker 1 (03:09):
Those are the best dad jokes though.
Right, Exactly.
Speaker 2 (03:12):
Well, I listen to every once in a while to this
not a podcast, but I don't know.
I probably hear it on TikTok orReels or something like that as
I'm scrolling through, but it'scalled we got the chocolates.
Have you ever heard that one?
No, it's a bunch of Australia.
I don't know if they'recomedians or what they are, but
they're funny as hell and theyhave this little sort of a
contest where they do these oneliner dad joke kind of stuff and
(03:35):
they have to try and make eachother laugh, okay, and so the
cameras on both of them andthey're like you can see,
sometimes they're just likeholding it back, anyway.
So I checked that out and Ihave to admit I stole a couple
of their jokes.
So here's one that got prettygood laugh on their thing.
So what does a robot do afterhe has sex?
Speaker 1 (03:58):
Oh, I don't know.
Speaker 2 (03:59):
He nuts and bolts.
Okay, that was my.
That's what she said.
Joke, I got a clean one for youtoo, okay.
So I went to the zoo the otherday and all I saw was a dog.
It was a shitsuit.
Speaker 1 (04:16):
Oh, it took me a second.
Speaker 2 (04:18):
That's a growner.
That was a cringe worthy joke.
All right.
Speaker 1 (04:23):
Okay, so we both have warp sets of humorous.
Yes, we've established that,all right, so now let's.
This is because business ispersonal, so let's get to know
you personally a little bit, soI can imagine you didn't have to
work.
Okay, you didn't have to workand you weren't allowed to work.
(04:44):
What would you?
What would you do with yourtime?
Speaker 2 (04:49):
Oh, wow, I have lots of hobbies and I love not
working and I also love puttingyou know fun things into work.
So I like to mix that up.
But, wow, I would do so manythings.
I have lots of things that Ilove.
I love to mountain bike, I loveto be out on the trails.
Anywhere where there is forestand lake is my happy place where
(05:12):
there's peace and quiet, so Iprobably spent a lot of time
there.
I like to garden.
I know it's kind of cliche.
I'm an old gen X slash, almostboomer, some older gen X and
yeah, I love the garden.
I got lots of veggies growingin my garden already.
We've already been eatingveggies out of the garden for a
(05:32):
couple of weeks.
Speaker 1 (05:33):
Oh wow, you've harvested it already, cause so
far those people are listening.
We're in Canada and it's Mayhere, so not a lot of stuff has
had the chance to grow outsideyet.
Speaker 2 (05:43):
Yeah, so the last frost date was basically this
weekend, the May long weekend,may two four weekend we call it
in Canada and so I had stuffplanted out there for, I guess,
three weeks, mostly cruciferouskind of veggies, but I had some
other stuff too, so I did losesome tomatoes, even though I was
covering stuff at night.
But yeah, that's enough,probably talk about gardens, I'm
(06:06):
sure yeah, there we go.
So yeah, I'd be doing lots ofthat kind of stuff for sure,
traveling all over the place.
I'd like to see new places,things like that All right so
same.
Speaker 1 (06:16):
Shane Johnson is a mountain biking gardener.
That's what we know about.
Shane Never been described thatway before but okay, your
business card, remember businesscards.
Speaker 2 (06:28):
I have a business card right here.
I'll just tell you about itlater.
Okay, business card.
Though, it's the new businesscard, the QR code.
Speaker 1 (06:36):
All right.
So let's hop into business.
So tell us that's a great segue.
So tell us a little bit aboutyour business and what problem
you solve.
Who do you serve and what setsyou apart from the competition.
Speaker 2 (06:47):
Yeah, lots of questions there.
Well, my company's name isBoulder Future Marketing and I
do mostly media buying, but Iguess I'm the marketing
whisperer you'd call it.
Speaker 1 (06:58):
Okay, so not everybody knows what media
buying is.
What does that mean?
Speaker 2 (07:04):
Well, you pay some other platform to be able to put
your stuff on their platform.
So that could be something likewell, I usually start with
Google ads, google search,because there's intent, so
somebody's searching for yourservice.
We're going to show up with anad and hopefully they're going
to click on it and come andcheck out your stuff and maybe
(07:24):
sign up, learn a little bit morefrom you and maybe even buy
something from you.
And Facebook, instagram, tiktok, you name it you can advertise
on any platform that haseyeballs, basically.
So I buy media on thoseplatforms to send targeted
visitors to the companies that Iserve.
Okay, and so what problem doesthat solve?
(07:47):
It gets them customers.
Okay, hopefully you've done agood job of.
I mean, I'm sending the buyer,I'm sending a person who has
intent, because they've shownsome level of interest.
Other platforms have differentways of doing that, but I'm
trying to send them somewhattargeted interested parties that
have shown through pastbehaviors, because your digital
(08:09):
footprint is being trackedtypically, and so I'm sending
those kind of people over toyour website, to your landing
page, to your social mediaplatforms, to your videos,
whatever the case might be, andthen I encourage my clients and
I teach and guide and advisethem how to create content
that's going to attract peoplethat would be most likely to
(08:31):
want to do business with themand then that attracts them in a
way that serves them first,before they become a customer.
Speaker 1 (08:39):
Okay, is there one particular niche that you work
with, or are you cross industry?
How does that work?
I?
Speaker 2 (08:45):
Used to do a lot of online product launches for
coaches, authors and people whohave, you know, an online
digital platform, but I kind ofgot burnt out doing that.
I did that for several years andlaunched a lot of multi-million
dollar products and, but Iwasn't really enjoying it that
much.
(09:05):
So I've gone back to where myheart is, which is local
Business owners a lot of bricksand mortar kind of business
owners too which is where I mademy start.
Two decades ago I had a localbricks and mortar retail
business and it started out as a, as a franchise, but three
months into it we found out myfranchise guy was committing
(09:28):
fraud and and so he got chargedand he was gone and I had to
figure out how to do marketingadvertising on my own.
And so, yeah, I have I haveempathy and compassion for, you
know, the entrepreneurialstruggle for the local small
business owner that's trying to,you know, do everything,
basically and Do their ownmarketing and advertising too.
(09:50):
So I've gone back to doing that.
I have a number of clients thatare doing that and I believe it
or not.
I have a podcast client to ohcool, a guy who teaches people
how to do, how to launch theirpodcast, and he has an
Operational service to lookafter the match of the fact too.
Speaker 1 (10:03):
All right, so and so what sets you apart from other
media buyers?
I?
Speaker 2 (10:09):
Think that the main thing is that, because I I spent
a lot of time buildingbusinesses myself and having my
own, you know, bricks and mortarbusiness, where you know my
operational overhead sometimeswas, you know, six digit figures
per month, so I had to reallyfigure out how to advertise.
And I, my location was in a, adestination location.
(10:30):
I wasn't in like a pre premier,you know Retail kind of
location where you're gettingwalkthrough kind of traffic.
So I really had to figure outthat, you know, advertising
component.
And, sorry, what was theoriginal question?
Speaker 1 (10:44):
What's that, you, apart from the competition?
Speaker 2 (10:46):
Oh yeah.
So because of that, I just havethis ability to, I guess, guide
and teach people how to youknow how to find what it is
that's going to give thempreeminence, which is, you know,
serving your customer, givingthem something they need to help
them achieve their desired goal, before you're asking for you
(11:07):
know them to become a customer,or before you're asking for
money in exchange.
And so that level of empathyand compassion I feel is built
into everything I that I do, andI learned that many, long, long
time ago, when I still workedin the corporate world.
Actually, I was given a book bya senior vice president called
From good to great, by JimCollins.
(11:28):
I don't know if you've readthat.
Yeah, it's an oldie but agoodie, and there's lots of
learnings in that book, but Ithink one of the biggest things
that I took away from it was athing called the hedgehog
concept, and the hedgehogconcept is basically what are
you going to dig in on?
What's the number one thingthat you're going to dig in on
with your business, or even ifyou're working for a company,
(11:50):
what is it that you're going tobe known as?
What are you going to be becomea good at that helps other
people, and for me, that wasusing that empathy and
compassion as a you know, aguiding light, so to speak, and
creating a really cool, coolcustomer experience and giving
them something that theywouldn't get anywhere else.
(12:12):
So what does that mean?
Well, I'll give you an exampleof the business.
The first business that I owned,the bricks and mortar one, was
a pool and hot tub and pooltables, was home recreational
kind of stuff at a six thousandsquare foot store with all of
these fun things in it.
And one thing that I learnedquickly about that industry was
(12:32):
that the pool Dealers they loveto build pools but they really
didn't give good afterAftermarket service.
You know, once they built yourpool and took the money, bye,
bye they're gone.
So they, you know, somethinggoes wrong with your pool or hot
tub.
They just didn't give.
You know, you, I heardnightmares, stories of people
trying to call for service andjust never getting an answer.
(12:54):
So I built my store with a thatpreeminent factor and I
understood, just because I'mempathetic, that that's a
struggle.
And if I could, you know, flip,if I could, if I can Zag while
everyone else is digging orwhatever that that saying is,
then I could kind of flip thatparadigm on its head and I
wanted to make sure that I gavereally good service.
(13:15):
So, without really knowing whatto do or really being able to
afford it, I hired a servicemanager and trained them on how
to fix all this stuff and I putup a proper Service area in my
store so you could walk in thestore.
There's a big sign with a youknow, this is the service desk.
(13:35):
And my service manager wasthere and I had three guys that
worked for him and you couldcall us anytime, day or night
and those guys would answer andthey'd schedule and within 20 we
had this thing where ourhedgehog concept was we were
going to answer every call rightaway, even if they leave a
message that within 24 hourswe're going to be at least able
to have a conversation with themto Figure out what's wrong and
(13:59):
help them out.
And we got a real reputationfor looking after people after
the fact.
And we didn't make that muchmoney on it.
Um, I that wasn't the realmoneymaker, but because of that
I sold a lot of products becausepeople knew we would look after
them after the fact.
So that's really kind of thatwhole concept of the hedgehog
concept is.
(14:19):
I brought it right through to myonline marketing world too, and
so it's gotten to the point nowwhere people and this is where
you're, you know you're therelationship component of
business is personal, I think,really comes in into play, and
that is that my customers becomealmost friends, or a lot of
times, they do become friends.
I had a customer call me on theweekend.
(14:41):
This was our long weekend.
Customer calls me.
I'm like, oh no, what's goingon?
And I'm checking my ads to makesure everything's going.
I'm thinking something's gonewrong.
No, no, he was just calling mebecause he was at his dad's
place.
His dad had a hot tub in thenew home that he just bought and
he wanted to know how to get itrunning and do the water
balance.
I'm like, okay, I know how todo that.
(15:02):
You know like they're, theybecome friends.
They're either calling they'recalling me on the weekend, hey,
no, I want to talk about work, Iwant to talk about this.
So I think that's, you know,like we said at the beginning of
the session, the relationshipcomponent and the personal
aspect.
To me, that's everything.
You know.
We're all people here trying toeke out a living on this
(15:23):
beautiful earth, so why not helpeach other?
Very cool.
Speaker 1 (15:29):
All right, I've got a list of questions here.
You actually answered the nextone, so we can just skip to.
Especially as a media buyer,how much time do you spend
learning to understand youraudience before launching a
marketing campaign?
Speaker 2 (15:46):
Yeah it's, this is a big thing and a lot of marketing
kind of people like marketerswe as marketers, we kind of tend
to have this tendency to ruineverything right, and I feel
like a lot of the marketing andadvertising pure marketing
organizations kind of tend to dothis a little too clinically,
(16:09):
like they will say, okay, whatis your avatar?
Kind of thing.
Oh, it's a 45 year old male, hewears khaki pants and a golf
shirt and he's, you know,invested so much money in the
stock markets.
Well, that's pretty dry andboring, right.
So again, a long time ago, whenI still worked in the corporate
world, I started I didn't callit this at the time but I ended
(16:31):
up developing a little processcalled the.
I call the empathy exercise.
Really, yeah, and thoughts likeliterally and the empathy
exercise, and I really kind of.
I mean I started it in thecorporate world but it really
honed it when I had that pooland hot tub company and I
realized that most pool and hottub organizations weren't really
(16:51):
looking after people and that'slike pre sales, during the sale
and post sale.
It was a horrid industry.
I think it's gotten a lotbetter now, but at the time this
is a couple of decades ago itjust wasn't good.
And so I decided I was going tofigure out something that I
could do with my marketingadvertising to change that.
(17:13):
You know, that empathy factor.
And I didn't start it with thatintention, but I just wanted to
kind of figure out what do I doto help these people and do it
in a way that I can grow at thesame time.
And so I just said, okay, I gotto feel what these guys are
feeling and I just went outshopping.
I spent two or three days and Ijust drove around to every
(17:34):
dealer I could find in the wholeplace and I started taking
notes and I realized it wasprobably north of 90% of these
dealers.
They would hire sales reps andthe sales rep would come out
with slicked hair in a suit.
Why are you wearing a suit?
You're selling a hot tub in apool, you don't need to wear a
suit.
And they stunk of cheap cologneand like just the used car
(17:57):
salesman kind of scenario and I,a lot of times I would walk out
of their store feeling like Ineeded to take a shower because
it was dirty.
The tricks that they would tryand pull and so like.
One example was they would sayyou know, if you buy from us
this weekend, then you don'thave to pay the tax, which is
actually some.
That's illegal.
You can't even do that.
(18:18):
You have to pay the sales taxhere in Canada, unfortunately.
But they would say, hey, I'llsave you some money.
And then, once they found outwhich model you were interested
in, they go okay, hang on asecond, let me just go in the
back and check if we've got anyinventory stock of that.
And the guy would take off for10 minutes and come back.
You know the old adage.
(18:39):
I talked to my manager we haveonly one left, so I'll tell you
what if you want to put a $500deposit on it, I will put your
name on it and reserve it foryou until you can talk to your
wife and organize your finances,and then they would never give
the 500 bucks back.
And so, as I started goingaround and visiting and
basically secret shopping isbasically what it was I made a
(19:01):
whole list of the nasty tricksthat they would pull to trick
you into purchasing these things.
And then I said, okay, well,how can I?
You know, how can I?
So I started talking to peoplethat would come into my store
about these nasty tricks, sothat they would know, because
they're not just shot.
When you're shopping for a bigticket item, you know it's
$10,000 to $20,000 for a nicehot tub I know they're not going
(19:23):
to just shop me, they're goingto look around.
So I'd start telling them, like, look out for this.
These are the signs thatthey're probably not going to
look after you and you're goingto get ripped off.
And that eventually led to mewriting a little ebook.
Okay, this is back in, like theearly 2000s, so you books
weren't really a thing back then.
And so I wrote this littleebook and I titled it the seven
(19:44):
nasty tricks that pool dealerswill try and use to trick you
into buying and they'll rip youoff.
And I went to my head ofwebsite at the time, but it's,
you know, static brochure kindof website.
So I went to my web developerand said is there any way you
can put a form on here thatpeople can sign up and download
this thing?
And he's like geez, you know, Ithink I can do that, let me
(20:05):
check into it for you.
And so like a week goes by, Icall him up Did you figure this
out?
Yet he goes yeah, I figured itout, but it's pretty complex.
I go, okay, well, I need to getthis done.
So how much would you charge me?
And he goes $5,000.
So you can imagine what like$5,000, what that's crazy, you
know.
Like $5,000 put.
(20:26):
Basically, now I know that's anopt-in form, well, I can make
one in like two minutes now, butback then I didn't know about
that kind of stuff.
So what I ended up doing was andI wasn't doing any online
advertising, this is the early2000s.
So I put an ad in the paper,like I usually did, which an ad
in the paper for a decent sizewould cost me between $1,500 and
(20:47):
$2,000.
$3,000 if I wanted a full pageat, and that's 20 some odd years
ago.
So I put an ad in the paper andsaid you know, it was that
basically that same headline.
And I said if you want to getthis book, email me.
And I made a special email withmy website domain on it.
But it was a special email, soI knew only those emails would
(21:09):
go to that inbox and I said justsend me an email and I'll reply
back.
And so I was literally manuallyreplying back, putting an
attachment with this PDF inplace and like I would spend the
first couple of hours of everyday just replying to all these
people.
I didn't realize there was suchthis, this high demand for For
people that wanted this thing.
And then they were literallyprinting it out and I would have
(21:31):
people come into my store andgo we're Shane.
And they were like puttingtheir arm around me, one buddy
Like this is the best thing ever.
And they I can see they've gotthis crumpled up notes with like
highlighted sections and notesAre written on it and I got a
lot of sales out of it, becauseyou know I help people well.
Why you know, long story short.
Why did that happen?
Because I figured out who mybuyer was and I figured out what
(21:53):
problems were they experiencingin the buying process, because
the buying cycle was a long one.
But what was happening was theygo through this long buying
cycle and then the Purchasewould stagnate.
They wouldn't even purchasebecause they became so confused.
So I said how can I help themmake a buy, a wise buying
decision, where they feel likethey're getting they're in good
(22:13):
hands?
So, long story short, yeah, it'svery important to you know,
figure out who the people arethat you serve and what you know
.
What experiences are they goingthrough just in going through
the buying process?
Sometimes it can be a Struggleand it's frustrating, so I
always start there and so nowbring that to the online world.
(22:36):
So, even if it's a physicalbricks and mortar kind of
business, they still have onlinepresence and and so I do the
same thing there and I willoften go and, if I can, I'll
make purchases myself.
I'll go through the buyingprocess and check out the
competition and and I'll Outlinea list of what do I like about
the experience, of what don't Ilike, and I make sure that we
(22:58):
Model the things that I did likeand take away the things that I
didn't like when we create themarketing and advertising for my
clients.
Speaker 1 (23:06):
Huh, I Think we've all heard of funnel hacking
before, and so you're kind ofdoing that, but at a much, much
higher level.
Speaker 2 (23:15):
Yeah, I mean it goes a lot deeper than that.
Because it's that empathy thing, right it's.
It's understanding exactly howyour Perspective customer is
feeling, like literally howthey're feeling.
Because I would go through theprocess and it's like, okay, now
I understand, now I can feel,you know it's.
It's more than just Looking atsomething and going, okay, well,
(23:36):
we'll just model this and we'llhack this and pull it over here
.
I don't believe in that kind ofstuff.
I think that that Hacking, thatfunnel hacking, modeling
process is just doing ours, ourindustry, a disservice and it's
creating bad reputation for goodmarketers too.
Right, because I mean you'restealing stuff and you don't
even know really if that's thestuff that's working.
(23:57):
You're just stealing stuff andputting it up quick so you can
say you're a professional agency.
Well, that's not a professionalagency.
Speaker 1 (24:05):
Yeah, I think what you're doing is more like funnel
exploring than funnel hackingand Like, say, instead of just
going through and saying, oh,this guy started with a free and
then a $7 than a $27 and a $97,I'm just gonna hack his process
, you're going through theprocess, seeing what you like,
what you don't like, what feelsauthentic, what feels sleazy,
and You're fixing all theproblems along the way so that
(24:26):
the buyer has a betterexperience.
Speaker 2 (24:30):
Yeah, and really I'm doing it because I want to get a
really good sense of how thatperson is feeling so that I can
Guide and advise my customer.
Okay, here's the kind ofcontent you should create that
helps your prospect Before youget the sale.
So it's way beyond funnelhacking, because it's it's doing
it with that preeminence factor.
It's like how do you help servethem First, like don't be
(24:53):
looking for the thing that youwant, for example, like don't be
looking for the thing that youwant first, be looking for what
is it that they're experiencing?
And how can you help them maybeget a few steps towards their
desired goal Before you, youknow, ask for their credit card.
Speaker 1 (25:10):
Very cool.
Um, let's see.
Can you tell us how yourpersonal values influenced the
way you do business?
Speaker 2 (25:22):
Yeah, um, I've literally actually created a
funny.
You say that because I was justdoing something I.
I use a lot of AI tools now, um, not as a crutch, but more as a
way to expedite what I do.
So I've taken a lot of myprocesses and built them as
models into the AI tools, andone AI tool that I use is called
jasper jasper dot AI, and Ireally like it's a more
(25:46):
expensive model.
I know everyone's using chatGPT and I do use chat GPT too.
I have paid version of it aswell, with a number of different
plugins that I use for specificthings.
But I like jasper because I cancreate longer form content with
it and they have this reallycool functionality called brand
voice, and what that allows youto do is you can upload
(26:07):
documents and or you can justcut and paste Up to, I think,
1500 characters, so what?
So, like 300 or 400 words, youcan upload that into jasper and
then, when you create newcontent or create new stuff, you
can use your brand voiceplugged into it.
So the idea there is most youknow most AI tools.
(26:31):
They're Modeling it based onthe internet, because it scanned
the internet up to 2021,although that's going to be more
advanced soon with GPT forcoming out and and whatnot.
But so I've literally taken my,my, my documentation, which I
created a long time ago for mymission, and what I stand for,
(26:52):
and my values, and all mypersonal values and identity and
my, the things that I do in mypersonal life.
I've woven that into mybusiness as well.
So I've plugged that intojasper so that anytime I write,
jasper is not only using what itknows about the internet, but
it's learning what I have saidis personal to me and it's using
that as a second brain.
(27:13):
And so I'm just looking at my Ihad my document up because I
was uploading it my, my numberone thing that I stand for in
terms of values is empathy andcompassion.
It's the number one thing on mybusiness mission.
Here, too, you know number oneright there.
So it's empathy and compassion,and this was created like 10
years ago.
Uh, responsible and ethicalbusiness practices.
(27:34):
So you can see where this isgoing right.
Like I don't believe in thisfunnel hacking world kind of
stuff.
Like don't, that's robbing frompeople, it's taking their money
and not being responsible aboutit.
Um, another one is to surpriseand delight Clients and members.
Well, I like to do that in mypersonal life too.
People come over here and Icook for them.
I pull stuff out of my garden,making stuff fresh.
(27:55):
I want people to have thatexperience right.
So I want to surprise anddelight people.
Um, I do that in my, in my ownlife and I pull that into my
business life too.
Um, a big increased customervalue to me that's a strong
thing.
Exponential strategic growth,um, increasing our collective
game to a whole new level.
So to me, it's not about themgetting more business or me
(28:20):
getting more businesses.
How do we raise both ofourselves up, not just in terms
of uh, monetarily, but just allthat other stuff that goes with
it?
Like, are we here to just makemoney or are we here to have fun
in life too, and to buildrelationships and, you know,
feel good when we wake up in themorning.
To me, that's what it's allabout.
So building those assets thathelp us all grow together.
(28:43):
And you know the the old clichethat all boats rise with the uh
with the tide.
To me, that's everything, as amatter of fact, built into my
mission here.
I'll tell you what it isbecause I feel really strongly
about I do a lot of um, likefunnel hacking stuff.
Um, by the way, on the personalside, I have Done 1,587 straight
(29:04):
days of doing whim hum halfmethod.
Oh, wow, you know, like.
So like cold shower, cold Dunkroutine and a little bit of
meditation and some breathing.
I've done 1,587 days straightof doing that.
So I love these little funnelhacking things, but I like it.
I like to do it in a way that'snot like um, you know the, the
entrepreneurial grind kind ofthing, like work, your 18 hours
(29:26):
a day, kind of uh lifestyle.
I, I like to do um Biohackingthat allows you to have fun and
to lighten up the load and feellike things are just coming
naturally and you don't have towork as many hours when things,
when you're, when you're feelinggood and you are more creative,
and when you're more creativeyou're more productive.
When you're more productive youdon't have to work so many
(29:47):
hours.
And to me, this whole conceptof working eight hours a day or
in the entrepreneurial world youknow the, the, the grinder
world working even more, to methat's just not, that's not life
.
So I love this book that I readquite a few years ago called
the rise of superman, by stevenkotler.
Have you ever read that one?
I've not read that one?
Oh, you got to read it.
(30:07):
So in it.
So he's a flowhacker too, but hedoes it.
You know, he came from theadventure sports world, like he
was a writer for I don't knowoutside magazine or something.
So he spent a lot of timefiguring out how athletes do
this.
But then he worked out thatthere's a routine that they go
through that can be used in anyaspect of your life.
(30:30):
And so he said, one of the bigcomponents of it there's several
, but one of the big componentswhich I love is that he and he
dedicated a whole chapter to it,called the we of flow, where he
discusses the power of yoursocial group to build momentum
together, and in it there's thisexcerpt that truly, I think,
identifies, I think, what youand I both stand for, and I'm
(30:52):
gonna read it to you.
It says more acceleration comesfrom the social support that the
solidarity of a group provides.
Finding flow isn't easy, andfinding it repeatedly is tough
or still.
The struggle phase can dragendlessly on and the urge to
give up grows stronger as thelast memory of flow grows dimmer
and dimmer.
But the collective momentumfights hard against individual
(31:13):
inertia and when one member isin struggle, probably another
one is in flow and using thatstate to do something amazing
and amazing energizes.
I'm getting like goosebumpsjust reading it.
I can feel that.
Speaker 1 (31:26):
Amazing energies.
Speaker 2 (31:27):
So, whether it's the cooperative excitement or the
competitive jealousy, oneperson's triumph becomes
another's motivation, and thatcreates a flywheel effect that
allows the group itself to gainmomentum.
And to me that's life rightthere.
Speaker 1 (31:42):
Huh, that's pretty cool, but how would you apply
that in your business world?
Speaker 2 (31:49):
Well, for me, I have my little coaching group, so I
have other entrepreneurs that Ihelp do this, and I have a kind
of a little side product that Iuse to help people that are in
that struggle phase.
Let's face it, as entrepreneursyou're not always on top of
your game, right?
You're not always 100%.
So what do you do during thestruggle phase to help get
(32:10):
through that?
And so I have this littlecoaching product that's called
the Perfect Day Soul Print, andso I teach entrepreneurs how to
figure out what is their PerfectDay.
What's your Soul Print?
You know what speaks to you,what makes you wanna wake up
every day and do what you do,but still have enough energy
(32:31):
that, at the end of the day, youcan do the fun things that you
wanna do in life too.
So you're kind of balancing.
It's that old work, lifestylebalance kind of aspect.
So I teach people how to dothat and I have little kind of
like anecdotal flow hacking orbio hacking kind of things to
get yourself back into acreative momentum and push past
(32:56):
that struggle phase which we allhit, without feeling like
you're grinding, like I don'tbelieve, just because you're in
that struggle phase doesn't meanyou get up every day and work
your 18 hours and grind throughit.
Grinding through it isn't gonnaget you there, because the
answers don't come from ananalytical process up here.
They come from your heart.
(33:16):
And so the only way to get downinto the real answers that
reside in your heart, in yourSoul, your Soul Print, is to
relax and enjoy, and the answeris gonna come to you Like, how
many times have you beenstruggling with something?
And you, wow, let's create thepros and cons list and analyze
all the data and let's make adecision.
(33:37):
And we'll wait each one.
And you can't get there throughanalyzing like that.
I used to be that person.
I was always very analyticaland, yeah, I like I mean, I run
ads.
So, yeah, you do have to havesome analytical detail, but the
true answer is in life.
The big, the answers to thebiggest questions don't come
from the analysis in your brain.
(33:58):
They come from your heart, andthe only way to do that is slow
things down.
Sometimes you gotta go slow togo fast.
Speaker 1 (34:05):
All right, this might I don't know if you, if you
have the answer, if you havealready answered this question
by what you just said but, likejust giving everything we
discussed today, what's onepiece of advice or key takeaway
that you'd like to leave ourlisteners with, Like what's one
thing that can startimplementing today that's
actually gonna move the needle.
Speaker 2 (34:24):
Yeah, well, yeah, it's a good question because
I'll take probably one of the.
I mean, there's so many thingsI teach in the Soul Print, the
Perfect Day, soul Print coachingcourse, but one of the big key
things is and this is somethingthat I didn't come up with
myself I learned from a guynamed James Clear who wrote the
(34:44):
book Atomic Habits, and I'm alittle ADHD and I sometimes go
down this path and this path andI got like 10 things and then
it's like, okay, wait a minute,slow down, go slow to go fast.
And I always remember this.
One thing that he said is andthat is the best way to achieve
your goal is not to set the goalat all.
(35:05):
He meant, yeah, set the goal,but the best way to achieve it
sorry, the second best way toachieve it is to establish a
routine, just a simple routineevery day.
And so he said, if you'rehaving trouble doing that in
whatever it is you're trying toachieve, maybe like big goalish,
okay, so think smaller.
He said so if you just thinksmall, like if you just do 1%
(35:29):
more each day by the end of theyear, and that's just one little
thing each day, so you might behaving an off day and you get
up and go ah, screw it, I don'tfeel like doing anything.
Just do one little thingbecause 1% better each day.
If you do the math on it, theexponential math, it literally
works out to 37 and a half timesbetter by the end of the year.
(35:49):
All you gotta do is 1%.
Don't try to tackle 10 things.
I don't believe in making alist, a task list of to-do items
each day.
I wake up each day and I haveone thing that I know I wanna
accomplish.
If I get into flow and I feelgood, maybe I'll do some more.
But there's a one thing that Iwanna accomplish each day and
that will get me 37 and a halftimes better by the end of the
(36:10):
day.
And so what he said was if youwanna actually make that even
better, then instead ofestablishing just the daily
routine, the daily process thatyou're doing, think about who
the person is that you wannabecome.
So that's identity-based stuff.
So instead of saying like, ifyou wanna lose some weight,
(36:31):
instead of making a goal, I'mgoing to lose 30 pounds by you
know x-date, instead of doingthat, just say I'm gonna wake up
every day and I'm gonna do 10minutes of yoga, small daily
routine, 1% better each day, andeven on the days where you
don't feel like doing that.
So maybe you don't feel likedoing yoga today, so just say,
(36:53):
make it smaller still.
Say, I'm gonna just put on myworkout clothes, I'm gonna put
on my shorts and I'm gonna godownstairs.
Ah well, I got my workoutclothes on, so I might as well
just do a little bit of yoga.
I won't do a lot of yoga, I'lljust do two moves.
And so then one little thingafter another gets you.
It's like you're connectingdifferent routines, different
habits, and you build a systemof these and they link together.
(37:16):
And so what happens is yourbrain has this weird way of
linking.
And so when you do that for Ithink it's 66 days to
automaticity, something Ilearned from Robin Sharma, a
client that I had.
He said it takes 66 days onaverage for a person to wear a
habit, wear a sorry wear,something that you're doing
(37:37):
systematically and you're makingyourself do it kind of thing.
It becomes a habit.
And so then, after you've doneit for at least 66 days, it's
like you just do it.
It's automatic 66 days toautomaticity.
And so if you just do a littlething and then start linking the
little things, they become big.
(37:58):
So now, instead of trying torace and do the entrepreneurial
hammer everything, I try to justget up and do one little thing
and then those little thingsstart to link together and
before you know it those littlethings become something big.
It's like the race between thehair and the turtle, kind of
thing.
Speaker 1 (38:19):
Okay.
So to summarize that like,instead of trying to go from
zero to a hundred tomorrow, likejust small steps sort of thing,
yeah, burn yourself out tryingto go to a hundred every day.
Speaker 2 (38:33):
You know, you just do .
Even people like Gary Vee, whoused to preach that.
He's starting to change If yousee some of his content that
he's putting out.
He's getting a little older.
He's probably getting burnt outhimself, right?
So he's starting to say hey,you don't always have to grind.
Speaker 1 (38:48):
Oh, I have not heard him say that.
I'm not a big Gary Vee follower.
Speaker 2 (38:53):
I'm not really either , because that's sort of he's
sort of my antithesis.
Speaker 1 (38:56):
Right, yeah, me too.
Speaker 2 (38:58):
You know I'm anti grinder, yeah yeah, it never
used to be, though.
I was always a grinder too, andthen I realized it makes you
sick, it makes you tired, itmakes you grumpy, it makes you
all the things you don't want tobe Right.
Speaker 1 (39:11):
Very cool.
Thanks, dave, if people wantedto get in touch with you.
For any way, do you haveanything you can offer them?
Speaker 2 (39:20):
or yeah, if you want to do a, I do a free 20 minute
marketing consult.
So usually, typically within 20minutes, I can kind of like I
have this good, this capability,I guess, of trying to look at
what you do as a business andgive you a flavor of how can you
(39:41):
turn that around, how can youturn that upside down and do
some of these things that I'vebeen talking about and making it
a good experience for you andthe people you're trying to
attract.
So if you want to do that, justgo to Shanemarketing Shane and
you can sign up for one of myfree 20 minute marketing
assessments.
Oh cool, let's take a look atwhat you're doing in your
marketing and see if we can turnit around.
Speaker 1 (40:03):
This is my first podcast.
I don't know how it exactlyworks, but I think somewhere
there's going to be adescription of this podcast and
I'll put that link in thedescription.
Speaker 2 (40:11):
Sounds cool.
By the way, I was going to tellyou about these little digital
cards.
So I think probably a lot ofpeople have heard about them Not
that many are using them, Ifind, but this is one of the
things I do to surprise anddelight my customers.
So, after I typically say, ifyou're going to do, if I'm going
to do, media buying for you,you have to sign up for at least
90 days, because it takes 90days to dial everything in and
(40:34):
try and get the messaging right.
The first 30 days is just we'retesting stuff to see what works
, and so if you stick throughand this is all based on one of
my values, which is to surpriseand delight, but it's also to
try and encourage you to stickthrough past the three month
(40:54):
period too and HubSpot did asurvey, I think back in 2020 or
21, and they said the averagemarketing agency, or sort of the
average customer of a marketingagency, only stays for three
and a half months and they'regone.
Well, that's not a very goodstick rate, is it no?
Three and a half months, you'rejust getting going, and so I
want to increase that.
(41:14):
So my average is seven to eightmonths.
So still like to get to a year,but anyway.
So to surprise and delight them, I give everyone a free digital
business card.
So all you do is you tap thaton your phone and it pops up
with this little thing.
I don't know if viewers aregoing to be able to see this,
but you'll see it.
You can see it's got my digitalbusiness card on there, oh cool
, and you can tap to call orsave my contact information.
(41:35):
So I give all my customers oneof those after they've been with
me for three months.
That's good, unadvertised bonus.
Speaker 1 (41:42):
Yeah, yeah.
Speaker 2 (41:43):
So they get it in a little card saying thank you,
and they don't expect it.
They don't know it's coming.
Speaker 1 (41:48):
Awesome, awesome.
Speaker 2 (41:50):
So yeah.
Speaker 1 (41:52):
Oh, I just have one more question for you, regarding
you've read my book EmpathicMarketing?
I sure have, and do you thinkthat's a book most business
owners, entrepreneurs, shouldread?
Speaker 2 (42:05):
No question.
I mean like I mean to get intosome of the hardcore marketing
kind of aspects that you youteach a really good system in
there.
I think I said that in myreview to you that a lot of the
stuff you teach in there arethings that we would, you know,
services that we perform for asan agency for a customer.
I don't know if you're stilldoing that work, but I do.
(42:27):
And but if if they're nothiring somebody to do it, or
even if they are hiring somebodyto do it, you should really
read this book so theyunderstand the process that
we're going through.
It's pretty in depth and ittakes into consideration that
personal, emotional, empathydriven stuff.
But you've got to, you've builta system around that that lends
(42:50):
itself to the marketing and howyou attract people in the
marketing world as well.
So I think, whether you'recreating your own marketing or
you're hiring somebody to do itfor you, definitely read Mike's
book, no question.
Speaker 1 (43:01):
Yeah, what I used to for, like, if you're hiring
somebody else, when I used toteach repelling, so you know,
going down the side of a cliff,face on a rope, I would teach
people how to do that.
I would tie everything up andand then they would just come
over and get ready to go off theedge.
I'm like don't you want tocheck my knots, like stuff
that's going?
It's like, oh well, you're theexpert.
I'm like we all make mistakes,right?
(43:24):
And so I always encourage and soI always show like I was there
to teach them how to repel nothow to set up a repel, but I'm
like your life is in my handsright now, right, and your
marketing dollars might be in myhand.
So it's a good idea to have anunderstanding of the foundation
of marketing and like andrepelling, like, just make sure
I that not looks weird.
(43:45):
Are you sure that's right?
You know?
Just yeah, it's good to have anunderstanding before you trust
somebody.
Speaker 2 (43:52):
I mean the best customers are the ones who come
to you through learning some ofthe stuff that you're teaching
it right.
And I have a presentation thatI did for my SoulPrint growth
entrepreneurs and just about youknow content marketing, so I
truly believe that preeminencething which I learned from J
Abraham, by the way.
You know learn how to helppeople and give them something
(44:13):
first.
Well, so I have thispresentation that I give to
prospective new customers andbefore they, before I allow them
to hire me, before I allow themto give me a single send, even
if they're saying, okay, justsend me the bill and I'll pay it
I want you to watch this.
It's a 50 minute presentationand because the best customers
are the ones who get it, whounderstand, and who not just
(44:36):
understand but who have the samekind of values as you do.
And so what you have in yourbook, you're teaching that kind
of stuff, right?
So if you're showing them thatand they like it and they want
to do that, they become the bestcustomers and they stick around
the longest, too, right?
I find the ones where I get as areferral and they come in and
all they're thinking about is,you know, like, and here's a,
(44:58):
here's a warning flag to anyonewho's thinking about this on
both sides of the equation.
But if somebody, if somebody,comes to me and says, yeah, I've
hired six other agencies, sowhat's your like?
How are you going to changethings?
Nope, we're not a good match.
If you've hired six otheragencies and you haven't had any
luck, think you better look atthe comment denominator.
Right, yeah, yeah, it's not.
(45:19):
You know, it's not me, it's youKind of thing.
Speaker 1 (45:23):
Awesome.
Well, thanks again, shane.
It was great.
Thank you for popping my cherryon this first podcast, because
business is personal.
I think you spoke very well tothat end and, yeah, it's great
having you on.
Speaker 2 (45:37):
Yeah, I hope that's going to help some of your
audience and I wish you muchluck with your new podcast.
All right, thanks, shane, talksoon.
Talk to you soon.
Speaker 1 (45:48):
And that is a wrap for this episode of Because
Business is Personal.
Thanks for joining us and don'tforget to take advantage of my
two special offers.
First, you can get a free copyof my best-selling book,
empathic Marketing.
You just pay for the shipping.
Or you can have 50% discount onmy GAP analysis session with
(46:08):
the coupon code podcast.
Just head over towwwBecauseBusinessIsPersonalcom
or check the show notes fordetails.
If you've enjoyed today'sepisode, please don't forget to
follow, subscribe, leave areview and share the podcast
with others who might benefit.
Your support means the world tous, so stay tuned for our next
(46:32):
episode, where we'll continue todelve into the intersection of
empathy and marketing strategy.
Remember, because Business isIndeed Personal, every
connection counts.
Until next time, see you then.
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