July 25, 2026 • 17 mins
Summary
This episode covers essential marketing strategies, including the 10X commandments of marketing, building your brand message, and creating effective social media content to stand out and attract clients.
Takeaways
- Money follows attention - get noticed to get business.
- Best known beats best - visibility is key.
- Assume nobody sees your content
- Speed over perfection
- Marketing is more important than sales - build awareness first.
- Be omnipresent
- Create content for each stage of the customer journey.
- Use content to handle objections and warm prospects.
- Consistency and frequency are crucial for growth.
- Know your ideal customer and tailor your message.
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Youtube: @robertferriell
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
SPEAKER_00 (00:00):
Welcome to Elevate Springfield, where we will dive
into strategies and stories thathelp you rise to your full
potential.
Each episode, we'll talk abouthow you can take intentional
steps to elevate your life andyour business while making a
meaningful impact on thosearound you.
Along the way, we're gonna bringin the change makers from our
(00:20):
community that are alreadyelevating.
We'll bring the actionablestrategies, you bring the
discipline and follow through,and together we can elevate
Springfield.
Alright, let's go, Springfield.
Time to 10X your day, 10x yourlife, and all of us.
10X Springfield.
(00:41):
Hey, you are listening to theElevate Springfield Podcast.
Robert Farrell here, certified10X coach, speaker, and mentor.
Here to bring you actionablestrategies.
You bring the discipline andfollow through and together.
We're going to ElevateSpringfield.
Well, we are coming to you fromthe big dog construction studio
(01:01):
in beautiful downtownSpringfield.
You are listening to SeparationSaturdays on Elevate
Springfield, where you canseparate yourself from the
competition every Saturdaymorning now.
We are every day with ElevateSpringfield now, so you can
(01:22):
start your morning every morningwith a new drop from Elevate
Springfield.
And we are looking forward tohaving you.
And we are thankful that youchose to listen to us.
We're going to get started afterthe break.
(02:01):
They are your trusted pros.
Call them today at 217-993-2748or visit their website to book
your free quote and inspection.
Don't wait.
A little leak now could lead tomajor damage later.
Trust the local experts, protectyour home, and get peace of mind
(02:21):
with Acosta Angeli Roofing.
And we are back on SeparationSaturday.
Today, for our training, I'dlike to spend about 10 minutes
talking about some of the maintenants of marketing within 10X,
within that 10X mindset andmethods.
So to start that, you know, weare inundated with so much data
(02:44):
right now.
We see, what, probably six to10,000 ads per day.
If you're on, if you're onsocial a lot, on TV, billboards,
everywhere.
We're constantly bombarded withads.
And really, what a lot of peopledon't realize is how many touch
points it takes to really getsomebody to convert with you.
(03:07):
There's studies out there, itcould be up to 30 touch points
before they convert with you.
So how much are you out there?
How much are you being seen?
So let's start with the 10commandments of marketing.
That's the 10x commandments ofmarketing from GC himself.
So first one is money followsattention.
(03:31):
You have to get attention forpeople to start doing business
with you.
They have to know you beforethey flow you.
That's what GC always says.
Number two, best known alwaysbeats best.
Doesn't matter if you have aphenomenal product, if it's not
known in the marketplace, itwill not win.
(03:54):
So best known always beats best.
Number three, assume nobody seesit.
This specifically has to do alot with social media.
A lot of people are a littlehesitant to put a lot of stuff
out on social media because theymight think it's not good.
They might not think they'regood at it, whatever, right?
But here's the thing (04:14):
if you don't have a very big following,
not many people see it.
So know that going in.
Just assume nobody sees it.
And that'll give you theconfidence to just start putting
it out there day in and day out.
Don't be afraid to put it outthere.
Don't be afraid to be imperfect.
Everything does not have to bejust so before you post it.
(04:38):
Number four, attention is themost valuable currency.
Again, people have to know youto do business with you.
So get attention.
And that's where social mediacan be a huge driver for you.
You'll notice that I post quiteoften.
My baseline is at least four perday, and sometimes more.
(05:01):
I'm out there often and always.
So hey, I would recommend doingthe same.
Number five, repeat successfulactions.
Don't overthink it.
If you have some stuff thatworks, keep doing it until it
doesn't work.
Keep pushing it, keep putting itout there until it doesn't work.
(05:22):
Number six, speed is senior toquality.
Now, GC always says, just get itout there.
Just get it out there.
Just post it.
Don't be a perfectionist when itcomes to this stuff.
Because while you're focused onperfecting it, somebody else is
out there beating you to themarket.
(05:45):
So just get it out there.
You can perfect it and get allthe details right later.
Number seven, marketing issenior to sales.
Marketing is senior to sales.
That's an important one.
Make sure you are out there.
Get out there.
Marketing is the more importantfunction to sales.
(06:08):
Now, sales is where you aregoing to close those folks, but
marketing is senior to sales.
Number eight, frequency comesbefore greatness.
That goes along with speed issenior to quality.
You have to get it out there andyou have to do it often to
become great.
Anyone that's become great atanything was frequent with their
(06:31):
training, frequent with theirmethods.
It takes frequency anddiscipline in that frequency to
get to great.
So keep doing it, keep pushinguntil you are great.
And you will get there if youcontinue to be frequent and
disciplined with those actions.
(06:52):
Number nine, no one thing canblow a deal.
If you mess something up, if youmake a mistake, just know that
no one thing can absolutely blowa deal.
Number 10, be omnipresent.
I opened with that one right.
That is my favorite one.
Be omnipresent.
That means be everywhere all atonce.
(07:14):
And that's super easy to do whenyou're on social because you
could be on Instagram, you couldbe on Facebook, you could be on
TikTok, you could be on YouTube,you can be on LinkedIn all at
once.
So be everywhere.
But that also means you got tobe omnipresent in your
community.
You got to go to the stuff.
You got to be at the networkingevents.
You got to be a part of thegroups.
(07:35):
You have to really embedyourself into the community if
you are going to be trulyomnipresent.
So that's the 10x commandmentsof marketing.
How many of those are youfollowing right now?
Let's delve into one or twoother topics for today.
(07:57):
I want to make sure you getplenty of great takeaways for
today.
So if you're doing all those 10xcommandments of marketing, let's
talk a little bit about buildingyour brand message.
How much have you thought aboutthat as a company or even as a
person building your brandmessage for you personally and
(08:17):
for your company?
So let's start answering some ofthese questions together.
Hey, who are you as a person?
Answering these questions aregoing to help you hone that
brand message because if youdon't know who you are or your
company is, how are your clientssupposed to know what you do and
what you stand for, right?
(08:38):
So who are you as a company?
Who are you as a person and whoare you as a company?
What core values does yourcompany believe in?
What problems do you solve foryour customer?
What is your core product orservice?
And what does that product dofor people?
(08:59):
Answer all those.
Next, who are your top threecompetitors and how are you
different from each?
How are you different from yourtop three competitors?
And then list five reasons whypeople should do business with
you versus those competitors.
And then be really honest withthis one.
How do you feel you are viewedin the marketplace?
(09:22):
Really think about this.
Don't go right off your gut.
Really think about how you areviewed, how you feel you are
viewed in the marketplace.
And then think about how is thatdifferent than how you view
yourself?
Where are you positioned in themarket for price and quality?
Are you the low-cost leader?
(09:42):
Are you the value?
Are you the luxury brand?
Are you the high-end quality?
What experience do you have thatmakes you different?
And how is what you dodifferent?
And how is that valuable?
How is because of what you dodifferently, how is that
(10:05):
valuable or more valuable thanwhat everyone else does?
So knowing your yourself andyour company is the first step.
But then you have to transitionto knowing who your customer is,
who your client is.
Because if you know who yourprospect, know who your client
is, it allows for betterunderstanding of your customers'
(10:27):
needs.
It allows for a betterdevelopment of offers based on
customer needs.
And it helps guide how youpackage the delivery of your
brand message.
And probably the most importantpart here, it allows your entire
organization to be clear on yourideal customer base.
(10:48):
Everybody knows exactly who yourperfect customer is.
So let's talk about that.
How many customer personas doyou have?
Have you done that customerpersona work?
Who are they?
Where are they located?
How much money do they make?
What are those demographics,right?
What are they interested in?
What else are they buying?
What problems do they have?
(11:09):
How do they buy from you?
Right.
So think about those for whoyour perfect customer is.
So you first look inward for youand your company.
And then second, look outward toyour ideal client or your
perfect customer.
So once you have that brandmessage, and we can talk about
(11:32):
this if you if you want any helpwith this as a company, we'd be
happy to talk with you about itover at Big Dog Business
Coaching.
We'd have a consultation and seehow we could help fit in those
10X methods and mindset.
But once you know you and yourcompany and you know your
perfect client, you have tostart making that content work
for you.
We talked about beingomnipresent, how a big part of
(11:55):
that is social media.
How can you make your contentwork for you?
First off, what kind of contentare you posting right now?
Is it just the basic pictureevery now and again?
Or is there a rhyme or reason towhat you're posting right now?
Your content should be workingfor you.
And here's how it could work foryou it could be handling
(12:16):
objections, it could be warmingup potential prospects, it could
be following up with folks, itcould be helping you dominate
Google search, could be used forlead generation, could be used
to increase engagement, could beused to promote offers, events,
products and services, right?
And all of those things youcould do by utilizing
(12:40):
interviews, podcasts, articles,social posts, polls, surveys,
infographics, memes,testimonials, videos, images,
everything can go into that.
The main thing is you have tohave all the different types of
content to meet your prospect ormeet your future client where
they are because they're in acustomer journey, right?
(13:03):
They go from don't know you toknow of you to connected with
you to opting in to currentcustomer or to previous customer
and hopefully to advocate.
So you need to have content foreach one of those steps of the
customer journey.
And each one of those is alittle bit different, how you're
speaking in a video or thecontent that's delivered in that
(13:26):
video.
So a few things to remember foryour content, a little bit of a
content checklist here for you.
Remember quantity over quality.
Don't be a perfectionist, justget it out there.
Consistency and frequency iskey.
I mentioned to you earlier mybaseline's four posts.
Make a baseline for yourself.
Maybe it's four, maybe it's 10,but make a baseline for yourself
(13:50):
and stay consistent.
Again, remember, assume nobodysees it.
That's gonna give you a littlemore confidence to go.
Use this one here.
Shoot it once and post.
How many of you guys have reshota video like 10 times because it
wasn't quite right?
Start going with the shoot itand post it.
Right?
There's gonna be someimperfections, and that's fine
(14:11):
because we're human and peopleare fine with those
imperfections on social.
Don't be afraid of it.
Know your platform.
Each one is a little bitdifferent.
Now, this is this has become alittle bit different over the
years.
It used to be very much youwanted to separate exactly what
you want on all these differentplatforms between LinkedIn and
Facebook, but anymore, just getit out there.
(14:31):
I don't differentiate as muchanymore.
There's some things that I'llpost on Facebook that I won't
post on LinkedIn, but it's notthat big of a deal.
Get it out there.
It's all part of your brand.
Remember, keep your audience inmind.
Know your outcome.
Know what you're trying to getout of that content.
Try to make your stuff want tobe shared, you know?
(14:53):
Stuff that you think has a goodchance of being shared out to
get to more people.
And then have some calls toaction.
Have some stuff on there.
Give them something to do.
Hey, visit us here.
Hey, buy this, whatever the casemay be.
Have some calls to action onsome of your content.
So, which one of those thingscould you start today?
(15:14):
Hope that helps.
We'll be back after the break.
Looking for expert tree carewith hometown integrity, look no
further than Sangamon TreeService.
They're your trusted local pros,delivering quality workmanship,
exceptional customer service,and fair, honest pricing every
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Whether it's trimming, removal,or storm cleanup, their team
(15:36):
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Call the name your neighborstrust, Sangman Tree Service, or
visit them today atSangamintreeService.com.
Sangamon Tree Service, rooted inquality, built on trust.
Well, thank you for joining ustoday, everybody.
Appreciate you making us a partof your day.
(15:57):
Hey, don't forget while you'reout on social, check ours out.
You can check my personal oneout at RobertFarrell at
everywhere.
Check out those ElevateSpringfield pages, those big dog
business coaching pages as well.
Check us out over on YouTube.
Give us a subscribe, give us alike or a follow on any of those
channels.
We would certainly appreciateit.
(16:19):
So, hey, take what you learnedtoday.
You bring the discipline andfollow through and together.
That's right, y'all.
We're gonna elevate Springfield.
Be great.
Looking for personalizedinsurance with hometown care,
David Hilst, American FamilyInsurance Agent's here to help
you protect what matters most: your family, your home, and your (16:35):
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dreams.
Whether it's auto, home, life,business, David and his team are
proud to serve the Springfieldcommunity with trusted advice
and reliable coverage.
Local service, realrelationships, peace of mind.
Call today or stop by theiroffice.
(16:57):
They can build your dreamprotection plan together.
Call 217 726 6343 863.
Welcome to Elevate Springfield, where we will dive
into strategies and stories thathelp you rise to your full
potential.
Each episode, we'll talk abouthow you can take intentional
steps to elevate your life andyour business while making a
meaningful impact on thosearound you.
Along the way, we're gonna bringin the change makers from our
(00:20):
community that are alreadyelevating.
We'll bring the actionablestrategies, you bring the
discipline and follow through,and together we can elevate
Springfield.
Alright, let's go, Springfield.
Time to 10X your day, 10x yourlife, and all of us.
10X Springfield.
(00:41):
Hey, you are listening to theElevate Springfield Podcast.
Robert Farrell here, certified10X coach, speaker, and mentor.
Here to bring you actionablestrategies.
You bring the discipline andfollow through and together.
We're going to ElevateSpringfield.
Well, we are coming to you fromthe big dog construction studio
(01:01):
in beautiful downtownSpringfield.
You are listening to SeparationSaturdays on Elevate
Springfield, where you canseparate yourself from the
competition every Saturdaymorning now.
We are every day with ElevateSpringfield now, so you can
(01:22):
start your morning every morningwith a new drop from Elevate
Springfield.
And we are looking forward tohaving you.
And we are thankful that youchose to listen to us.
We're going to get started afterthe break.
(02:01):
They are your trusted pros.
Call them today at 217-993-2748or visit their website to book
your free quote and inspection.
Don't wait.
A little leak now could lead tomajor damage later.
Trust the local experts, protectyour home, and get peace of mind
(02:21):
with Acosta Angeli Roofing.
And we are back on SeparationSaturday.
Today, for our training, I'dlike to spend about 10 minutes
talking about some of the maintenants of marketing within 10X,
within that 10X mindset andmethods.
So to start that, you know, weare inundated with so much data
(02:44):
right now.
We see, what, probably six to10,000 ads per day.
If you're on, if you're onsocial a lot, on TV, billboards,
everywhere.
We're constantly bombarded withads.
And really, what a lot of peopledon't realize is how many touch
points it takes to really getsomebody to convert with you.
(03:07):
There's studies out there, itcould be up to 30 touch points
before they convert with you.
So how much are you out there?
How much are you being seen?
So let's start with the 10commandments of marketing.
That's the 10x commandments ofmarketing from GC himself.
So first one is money followsattention.
(03:31):
You have to get attention forpeople to start doing business
with you.
They have to know you beforethey flow you.
That's what GC always says.
Number two, best known alwaysbeats best.
Doesn't matter if you have aphenomenal product, if it's not
known in the marketplace, itwill not win.
(03:54):
So best known always beats best.
Number three, assume nobody seesit.
This specifically has to do alot with social media.
A lot of people are a littlehesitant to put a lot of stuff
out on social media because theymight think it's not good.
They might not think they'regood at it, whatever, right?
But here's the thing (04:14):
if you don't have a very big following,
not many people see it.
So know that going in.
Just assume nobody sees it.
And that'll give you theconfidence to just start putting
it out there day in and day out.
Don't be afraid to put it outthere.
Don't be afraid to be imperfect.
Everything does not have to bejust so before you post it.
(04:38):
Number four, attention is themost valuable currency.
Again, people have to know youto do business with you.
So get attention.
And that's where social mediacan be a huge driver for you.
You'll notice that I post quiteoften.
My baseline is at least four perday, and sometimes more.
(05:01):
I'm out there often and always.
So hey, I would recommend doingthe same.
Number five, repeat successfulactions.
Don't overthink it.
If you have some stuff thatworks, keep doing it until it
doesn't work.
Keep pushing it, keep putting itout there until it doesn't work.
(05:22):
Number six, speed is senior toquality.
Now, GC always says, just get itout there.
Just get it out there.
Just post it.
Don't be a perfectionist when itcomes to this stuff.
Because while you're focused onperfecting it, somebody else is
out there beating you to themarket.
(05:45):
So just get it out there.
You can perfect it and get allthe details right later.
Number seven, marketing issenior to sales.
Marketing is senior to sales.
That's an important one.
Make sure you are out there.
Get out there.
Marketing is the more importantfunction to sales.
(06:08):
Now, sales is where you aregoing to close those folks, but
marketing is senior to sales.
Number eight, frequency comesbefore greatness.
That goes along with speed issenior to quality.
You have to get it out there andyou have to do it often to
become great.
Anyone that's become great atanything was frequent with their
(06:31):
training, frequent with theirmethods.
It takes frequency anddiscipline in that frequency to
get to great.
So keep doing it, keep pushinguntil you are great.
And you will get there if youcontinue to be frequent and
disciplined with those actions.
(06:52):
Number nine, no one thing canblow a deal.
If you mess something up, if youmake a mistake, just know that
no one thing can absolutely blowa deal.
Number 10, be omnipresent.
I opened with that one right.
That is my favorite one.
Be omnipresent.
That means be everywhere all atonce.
(07:14):
And that's super easy to do whenyou're on social because you
could be on Instagram, you couldbe on Facebook, you could be on
TikTok, you could be on YouTube,you can be on LinkedIn all at
once.
So be everywhere.
But that also means you got tobe omnipresent in your
community.
You got to go to the stuff.
You got to be at the networkingevents.
You got to be a part of thegroups.
(07:35):
You have to really embedyourself into the community if
you are going to be trulyomnipresent.
So that's the 10x commandmentsof marketing.
How many of those are youfollowing right now?
Let's delve into one or twoother topics for today.
(07:57):
I want to make sure you getplenty of great takeaways for
today.
So if you're doing all those 10xcommandments of marketing, let's
talk a little bit about buildingyour brand message.
How much have you thought aboutthat as a company or even as a
person building your brandmessage for you personally and
(08:17):
for your company?
So let's start answering some ofthese questions together.
Hey, who are you as a person?
Answering these questions aregoing to help you hone that
brand message because if youdon't know who you are or your
company is, how are your clientssupposed to know what you do and
what you stand for, right?
(08:38):
So who are you as a company?
Who are you as a person and whoare you as a company?
What core values does yourcompany believe in?
What problems do you solve foryour customer?
What is your core product orservice?
And what does that product dofor people?
(08:59):
Answer all those.
Next, who are your top threecompetitors and how are you
different from each?
How are you different from yourtop three competitors?
And then list five reasons whypeople should do business with
you versus those competitors.
And then be really honest withthis one.
How do you feel you are viewedin the marketplace?
(09:22):
Really think about this.
Don't go right off your gut.
Really think about how you areviewed, how you feel you are
viewed in the marketplace.
And then think about how is thatdifferent than how you view
yourself?
Where are you positioned in themarket for price and quality?
Are you the low-cost leader?
(09:42):
Are you the value?
Are you the luxury brand?
Are you the high-end quality?
What experience do you have thatmakes you different?
And how is what you dodifferent?
And how is that valuable?
How is because of what you dodifferently, how is that
(10:05):
valuable or more valuable thanwhat everyone else does?
So knowing your yourself andyour company is the first step.
But then you have to transitionto knowing who your customer is,
who your client is.
Because if you know who yourprospect, know who your client
is, it allows for betterunderstanding of your customers'
(10:27):
needs.
It allows for a betterdevelopment of offers based on
customer needs.
And it helps guide how youpackage the delivery of your
brand message.
And probably the most importantpart here, it allows your entire
organization to be clear on yourideal customer base.
(10:48):
Everybody knows exactly who yourperfect customer is.
So let's talk about that.
How many customer personas doyou have?
Have you done that customerpersona work?
Who are they?
Where are they located?
How much money do they make?
What are those demographics,right?
What are they interested in?
What else are they buying?
What problems do they have?
(11:09):
How do they buy from you?
Right.
So think about those for whoyour perfect customer is.
So you first look inward for youand your company.
And then second, look outward toyour ideal client or your
perfect customer.
So once you have that brandmessage, and we can talk about
(11:32):
this if you if you want any helpwith this as a company, we'd be
happy to talk with you about itover at Big Dog Business
Coaching.
We'd have a consultation and seehow we could help fit in those
10X methods and mindset.
But once you know you and yourcompany and you know your
perfect client, you have tostart making that content work
for you.
We talked about beingomnipresent, how a big part of
(11:55):
that is social media.
How can you make your contentwork for you?
First off, what kind of contentare you posting right now?
Is it just the basic pictureevery now and again?
Or is there a rhyme or reason towhat you're posting right now?
Your content should be workingfor you.
And here's how it could work foryou it could be handling
(12:16):
objections, it could be warmingup potential prospects, it could
be following up with folks, itcould be helping you dominate
Google search, could be used forlead generation, could be used
to increase engagement, could beused to promote offers, events,
products and services, right?
And all of those things youcould do by utilizing
(12:40):
interviews, podcasts, articles,social posts, polls, surveys,
infographics, memes,testimonials, videos, images,
everything can go into that.
The main thing is you have tohave all the different types of
content to meet your prospect ormeet your future client where
they are because they're in acustomer journey, right?
(13:03):
They go from don't know you toknow of you to connected with
you to opting in to currentcustomer or to previous customer
and hopefully to advocate.
So you need to have content foreach one of those steps of the
customer journey.
And each one of those is alittle bit different, how you're
speaking in a video or thecontent that's delivered in that
(13:26):
video.
So a few things to remember foryour content, a little bit of a
content checklist here for you.
Remember quantity over quality.
Don't be a perfectionist, justget it out there.
Consistency and frequency iskey.
I mentioned to you earlier mybaseline's four posts.
Make a baseline for yourself.
Maybe it's four, maybe it's 10,but make a baseline for yourself
(13:50):
and stay consistent.
Again, remember, assume nobodysees it.
That's gonna give you a littlemore confidence to go.
Use this one here.
Shoot it once and post.
How many of you guys have reshota video like 10 times because it
wasn't quite right?
Start going with the shoot itand post it.
Right?
There's gonna be someimperfections, and that's fine
(14:11):
because we're human and peopleare fine with those
imperfections on social.
Don't be afraid of it.
Know your platform.
Each one is a little bitdifferent.
Now, this is this has become alittle bit different over the
years.
It used to be very much youwanted to separate exactly what
you want on all these differentplatforms between LinkedIn and
Facebook, but anymore, just getit out there.
(14:31):
I don't differentiate as muchanymore.
There's some things that I'llpost on Facebook that I won't
post on LinkedIn, but it's notthat big of a deal.
Get it out there.
It's all part of your brand.
Remember, keep your audience inmind.
Know your outcome.
Know what you're trying to getout of that content.
Try to make your stuff want tobe shared, you know?
(14:53):
Stuff that you think has a goodchance of being shared out to
get to more people.
And then have some calls toaction.
Have some stuff on there.
Give them something to do.
Hey, visit us here.
Hey, buy this, whatever the casemay be.
Have some calls to action onsome of your content.
So, which one of those thingscould you start today?
(15:14):
Hope that helps.
We'll be back after the break.
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Well, thank you for joining ustoday, everybody.
Appreciate you making us a partof your day.
(15:57):
Hey, don't forget while you'reout on social, check ours out.
You can check my personal oneout at RobertFarrell at
everywhere.
Check out those ElevateSpringfield pages, those big dog
business coaching pages as well.
Check us out over on YouTube.
Give us a subscribe, give us alike or a follow on any of those
channels.
We would certainly appreciateit.
(16:19):
So, hey, take what you learnedtoday.
You bring the discipline andfollow through and together.
That's right, y'all.
We're gonna elevate Springfield.
Be great.
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you protect what matters most: your family, your home, and your (16:35):
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