October 26, 2023 • 15 mins
Ever wondered why your facility management business isn't capturing the right audience? Today, we're unlocking the power of bold messaging and compelling copywriting. Join us as we delve into the art of capturing attention by simplifying language, speaking the way a third to fifth grader would, in order to connect with potential clients, including those new to the industry. We emphasize the importance of portraying your company as a trusted, innovative leader using real words that resonate with everyday people.
Ready to elevate your business communication to the next level? We're spilling effective writing techniques that can amplify your message. Get the scoop on using active verbs, trimming unnecessary words, and substituting lengthy words for shorter, punchier counterparts. We'll discuss the charm of a choppy writing style that mirrors natural speech, and walk you through examples of how simplicity can boost your copy's momentum. Stay ahead of the curve by subscribing to relevant email lists for the latest marketing trends and strategies. This episode is all about equipping you with the know-how to make your facility management business reach greater heights through bold messaging and effective writing!
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Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:05):
So you're probably asking yourself how to
successfully grow a facilitymanagement company in today's
digital age while stillremaining profitable.
You know that marketing shouldprobably be in the mix, but you
may not know the best approach,the new strategies or which
digital platform is market on.
So how do you use marketing togrow your effort business today?
That is a question and thispodcast will give you the
(00:27):
answers.
My name is Haver Lozano Jr andwelcome to the Facility
Management Marketing Podcastrelated to it.
(00:59):
And they feel it and theyunderstand it and they laugh at
it and they're like that washysterical when you said this
and like when you wrote me this,this made me want to do that.
Like copy is great and I'mgonna tell you right now like
you need to find ways to embraceit.
Especially if you're not a bigtime copyrighted, if you're like
I still enjoy it, you need tofind ways to embrace it.
You need to read books aboutcopy to help you get better at
(01:20):
copywriting.
Like there's so much that youcan gain and learn.
Like, to be quite frank, likeI've read a ton of copywriting
books.
I probably need to go back andreread them again so that I try
to relearn some of these thingsagain and get them like oh yeah,
I forgot about that, becausethere are some elements that I
sometimes miss and forget.
So, anyways, with that, I wantto give you a lesson here about
(01:41):
what bold messaging means.
Okay, so everyone has their ownkind of thought process of what
bold messaging is.
You know, the word bold couldbe like a slippery slope.
It could mean a number ofdifferent things.
It could mean something that'sbeing like, you know, someone's
being sassy.
It can be very in your face,okay.
It can be very provocative andit can also be very forceful.
(02:03):
And if you think about this,like when people say, oh man,
this person is bold, that's whatpeople usually think about.
They think of like sassy inyour face, provocative, forceful
.
Like my company that I startedto call Boulder Media Solutions.
It's about B-O-L-D-E-R, notlike the city, but like bold,
okay, and I did it in aprovocative kind of way, like
(02:27):
not like being mean or arrogant,but more like pushing the edge,
okay, and so other ways on howyou can look at bold are just
really like it's just a form ofconfident, and that's kind of
how.
Another way I look at BoulderMedia Solutions is like having
this confident feel about yourcompany, about yourself, and so
(02:51):
you've got to be bold when itcomes to running a business.
You've got to be bold becauseit takes a lot of courage to
start a business.
It takes a lot of you know,confidence to really like, know
how to run it.
But you have to be bold inthese different areas to be
successful with it as well too.
And so, excuse me, companieswant their message to feel like
it's coming from a trusted,innovative leader in the market.
(03:15):
Okay, and so they want to soundlike they're good at what they
do, and they, you know, theybasically know what they're
talking about.
And so when you are trying toposition yourself using bold
approach, you got to thinkdifferently.
Okay, so most B2B writing, mostfacility services writing, most
(03:41):
property management writing likethis goes like just understand,
like this is a lot.
Is anything about bold?
It's typically going to belong-winded sentences with
complicated explanations and abunch of just shitty ass jargon
that just sucks out the oomph ofany cool ideas and they really
just make the bold concept likeeh, and so the idea here is that
(04:05):
and I see this all the timewith facility websites they use
all these long words and likeservice channels is a great
example.
They don't.
They do an amazing job withtheir website and their copy.
They use real words that realpeople use and it really makes
(04:25):
sense and it's easy tounderstand.
It's not long-winded, it's notcomplicated explanations.
And you might be saying, like,well, have your like.
Facilities management iscomplicated and we need to like
know what we're talking about.
You're right, you do, but youdon't have to use that in your
copy.
You can use very just, normalwriting and really you want to
(04:45):
learn how to write at a third tofifth grade level.
And if you're wondering, whythe fuck would I ever write at
that level?
Because then everyone canconsume it and understand it.
And so again, you're like butI'm not marketing to everybody.
I understand, but you'remarketing to the lowest common
denominator.
So what if you're marketing tosomeone that's new into the
(05:06):
industry, that just kind of fellinto becoming a facility
manager, and they've been taskedto find somebody who are
company or something, tobasically handle the HVAC or the
plumbing or handyman things andthey don't know where the fuck
to start?
And if you're using all thisjargon and all this long winded
sentences and all thiscomplicated explanation, they're
(05:27):
going to be turned off andthey're going to be scared and
they're going to be like whatthe hell did I do?
What did I get myself into?
You have to understand thatthere is a world of buyers that
are new to the industry andthey're just learning it and
they just fell into it because,I kid you not when I say this,
and you're probably one of thosepeople most people that are
facility managers didn't go tocollege to be a facility manager
(05:49):
.
They kind of just fell into it.
They're like yeah, I was doingthis and I was working at this
retail store and then, next toyou know, this kind of came up
and then now I'm a facilitymanager and I'm like, how did
that happen?
And they're like I had nofucking clue.
And I'm like how did you learnit?
Like baptism by fire, like itwas.
That was the conversation.
And so you've got to understandyou get a level with people at
(06:12):
a level they are like oh, I getit.
Oh, that makes sense, okay.
So when you're writing, you wantto be very focused, you'll be
very direct, and so here's somesimple tips.
You want to start yoursentences with very active verbs
, so get to the point reallyquickly.
All right, don't put a bunch offiller words.
You know don't do any of thatstuff, so you want to remove any
(06:35):
unnecessary words.
So long sentences sounds andyou know, just sounds
complicated.
So a slogan that I took fromsomeone called Dave he uses this
thing called choppy copy and Ihave been doing that for a long
time.
But when he said that, I'm like, oh, that makes complete sense.
You want to write your copychoppy, like you would normally
(06:55):
talk to people, and some peopleare like well, I want to sound
educated.
Yes, you want to sound educated, and you also want to sound
like everyone, how everyone elsetalks.
Because I can tell you rightnow the way most people talk is
like this where they say a fewwords and then pause and there's
a period there and they stopthere and they continue to say
this and the next, you know,they want to go walk their dog
(07:15):
and then their dog went upstairs.
They talk like that, they talkin choppy.
Okay, that's how people talkand so you need to write that
way.
When you write that way, itmakes your sentences very
powerful because they're quick,they're straight to the point,
you're removing all these activeverbs, you're making it not
(07:36):
lengthily.
And then the last piece numberthree is that you want to swap
out big words with little ones.
So short words are more directand long words are just kind of
they're.
They could be sometimes scary,like you might be thinking like,
but this is a great word to use.
Now I understand.
Like facility management is along fucking word, like I
totally get that you have to usethat word because that is your
(07:58):
industry, or facility manager isa long word, but like you can
also say FM, you could also findother ways and how you can, you
know, change what you're tryingto say.
Okay, so just think about that.
So I'm going to give you anexample.
Now I know this is not directlyfor facility management, but
just kind of, like you knowagain, remove a few words, our
(08:20):
platform or our service or oursoftware, and get what I'm
saying.
So our platform is purposebuilt to accelerate the
identification, diagnosis andresolution of issues across
complex IT environments.
I don't know what the fuck thatis.
Okay so, but if you want tothis, find, see and fix issues
(08:45):
quickly across your own ITlandscape, that makes sense.
I think of it like this Ourfacility services company is
purpose built to accelerate theidentification, diagnosis and
resolution of issues acrosscomplex facilities, across all
countries or across all states.
That's really complicated.
(09:07):
Instead, if you said find, seeand fix issues quickly across
your facilities all over thecountry, that's pretty easy.
Or across your facility'slandscape, that's pretty direct.
Do you see what I'm saying here?
So, really, like you want touse direct, simple language that
(09:32):
adds momentum, that gets peopleto read.
It's just punchy, boom, boom,boom, boom.
And then practice these tips sothat as you get better at
writing, it becomes a naturalprocess of how you write.
Okay, like this is just how youdo things and that's exactly
what I do.
Like, when I'm writing stuffand I've had people say, like
that's not grammatically correct, I go, I understand.
(09:53):
They're like well, aren't yougoing to change it?
No, because this is how peopletalk and they're like but we
don't want to sell it, we'reignorant.
We're not ignorant, we'retrying to relate.
Okay, when you relate withpeople, you don't sound ignorant
.
You sound like someone thatgets it, that understands.
Okay, when you don't relatewith people, you sound like
someone that's trying to beabove someone else.
And no one loves those people.
(10:14):
They hate them.
People do not like others.
They're trying to be betterthan somebody else.
And so when you can level withsomeone at their level and
they're like, oh, I totally getthis, this makes sense.
Now, that was really easy tolearn and what helped me to
understand how to write likethis and communicate better at
this was literally teaching kidsand you're like, wait, what?
(10:36):
So if you don't know mybackground, I used to teach
martial arts as a profession.
I taught for like almost 30years, a long time and so I
taught for a long time and I'msorry, let me phrase that I did
martial arts for almost 30 years.
I taught for like almost 25years.
That sounds better.
There we go Still quarter of adecade or quarter of a century.
(10:56):
That's a long time.
But when you're teaching kids,trying to teach martial arts and
concepts that are verydifficult, you're like Kavir
you're just teaching kids how tokick and punch.
Yes, I understand, but thenthere's also concepts behind
those kicks and punches and whythey're doing it, how they're
doing it, why it's not going tobe effective, how they're
executing it, why they need todo this and what position they
(11:18):
need to be, and then how theirbody supposed to be positioned,
how should he stand and whereshould they be looking?
Where should the knee bepointing, where should their
toes be going?
Where should the hands befacing?
There's a lot of moving parts,literally and figuratively.
But when you understand that andyou learn how to like, try to
teach something and you break itdown to a child, you have to
use real words, and so being aparent is one of the toughest
(11:40):
things, and if you're a parent,you get this, especially at this
age where my kids are like dad,what does this mean?
And I'm like I look at themlike I know what this means, but
how do I explain this?
So I, literally I'm like Alexa,what does this mean?
And then they give me thedefinition and then I put it
into like a situation, like youknow how, whenever your grandma
(12:02):
used to do this and like oh,yeah, yeah, and then, like you
know, she would do that, likeyeah, yeah, that's what that
means, like oh, that makes sense, and so that's that's what
you're trying to do.
You're trying to get down tothe level of your audience, or
they get it, and if you canwrite at that level, almost
(12:23):
anyone's gonna be able tounderstand what you're doing,
you know, so it's, I mean it's.
It's hard, like my kidssometimes ask me like that what
do you do for work?
And then you, they know I domarketing and I like, well, I
just try to help people Makebetter decisions on why they
should buy Our wraps to wraptheir vehicles.
They're like oh, that's cool,do you like doing that?
(12:43):
I'm like, yeah, it's prettycool.
Like, how do you do it?
I go Well, we send an email andwe have like a website and we
post things on on on Facebooklike, oh Cool, can I see it?
And they see it.
And they're like oh, that'skind of me, but you've got to
level your things down.
What you're saying and when youdo that and you and you learn
(13:03):
how to like Teach this stuff toyounger people, it helps.
I mean, a great, probably,exercise for you to do is
Explain your facility orproperty management services to
someone that's outside of theindustry and be like do you
understand this?
And then be like fuck, no, Idon't get it.
And the others and you know,yeah, so you know I've gone to
(13:23):
the point where I basically justsay, like, when people ask like
what I do, like I basicallyhelp people put stickers on
their cars, like we put giantstickers on giant vehicles to
market their business and peopleare like, oh, that makes
complete sense.
That's a very easy tounderstand.
Yeah, it is big stickers, bigcars, market your brand, that's
(13:45):
it.
And if you can make it thatsimple for you, for everybody
else, they're gonna get it Okay.
So, anyways, I hope this ishelpful.
I know this is kind of a shorty, but these are great tips to
improve your writing and, at theend of the day, you should be
writing daily.
You should be writing posts.
It's not to be long copy, itcould be short copy, it can be
anything, but get used to bewriting on a regular basis, get
(14:05):
used to communicating on aregular basis, get used to
getting direct, that boom, boom,boom, boom, boom and not
getting too long-winded.
All right, so, other than that,hope you guys enjoyed this
podcast.
Three things are always asked.
Number one Please give us afive-star review on Spotify or
Apple podcast.
To please share this podcastwith somebody else.
That's how our podcast has beengrowing is because of you
sharing with other people.
And then, number three Pleaseconnect with me on LinkedIn.
(14:27):
Send me a you know, quick Dm.
Tell me what podcast episodeyou've been enjoying.
Tell me, like, what you wouldlike to hear next.
Okay.
So my podcast is alwaysevolving because I listen to my
audience like that's a goodtopic, I love that.
Or people say like, hey, I'mreally enjoying you diving into
these things.
Okay, that tells me I need tohave more episodes like that,
okay, so, anyways, my podcast isdynamic and I do this for a
(14:51):
reason.
So, anyways, if you could dothose three things, it'd be
great.
Other than that, have a greatday.
All right, guys, thanks fortaking a listen to our facility
management marketing podcastsecrets.
This is your host, javierLozano Jr.
One other ask I've got for youguys is to subscribe to our
email list.
You can go to boulder mediasolutions dot com slash email
(15:12):
and that way you can get updateson some marketing trends that
I'm seeing, some strategies thatI'm executing and, more
importantly, I'll be actuallylaunching some webinars and
training that's gonna help yourcompany use marketing strategies
to essentially grow yourbusiness.
We'll be doing some training,offering some courses, that sort
of stuff, so you can alwaysunsubscribe to that email list.
It's no big deal, it's notgonna hurt my feelings.
(15:34):
This is more for facilitymanagers, I'm sure, facility
management companies that wantto grow their business by using
marketing.
All right, guys, thanks a lot.
Have a great one you.
So you're probably asking yourself how to
successfully grow a facilitymanagement company in today's
digital age while stillremaining profitable.
You know that marketing shouldprobably be in the mix, but you
may not know the best approach,the new strategies or which
digital platform is market on.
So how do you use marketing togrow your effort business today?
That is a question and thispodcast will give you the
(00:27):
answers.
My name is Haver Lozano Jr andwelcome to the Facility
Management Marketing Podcastrelated to it.
(00:59):
And they feel it and theyunderstand it and they laugh at
it and they're like that washysterical when you said this
and like when you wrote me this,this made me want to do that.
Like copy is great and I'mgonna tell you right now like
you need to find ways to embraceit.
Especially if you're not a bigtime copyrighted, if you're like
I still enjoy it, you need tofind ways to embrace it.
You need to read books aboutcopy to help you get better at
(01:20):
copywriting.
Like there's so much that youcan gain and learn.
Like, to be quite frank, likeI've read a ton of copywriting
books.
I probably need to go back andreread them again so that I try
to relearn some of these thingsagain and get them like oh yeah,
I forgot about that, becausethere are some elements that I
sometimes miss and forget.
So, anyways, with that, I wantto give you a lesson here about
(01:41):
what bold messaging means.
Okay, so everyone has their ownkind of thought process of what
bold messaging is.
You know, the word bold couldbe like a slippery slope.
It could mean a number ofdifferent things.
It could mean something that'sbeing like, you know, someone's
being sassy.
It can be very in your face,okay.
It can be very provocative andit can also be very forceful.
(02:03):
And if you think about this,like when people say, oh man,
this person is bold, that's whatpeople usually think about.
They think of like sassy inyour face, provocative, forceful
.
Like my company that I startedto call Boulder Media Solutions.
It's about B-O-L-D-E-R, notlike the city, but like bold,
okay, and I did it in aprovocative kind of way, like
(02:27):
not like being mean or arrogant,but more like pushing the edge,
okay, and so other ways on howyou can look at bold are just
really like it's just a form ofconfident, and that's kind of
how.
Another way I look at BoulderMedia Solutions is like having
this confident feel about yourcompany, about yourself, and so
(02:51):
you've got to be bold when itcomes to running a business.
You've got to be bold becauseit takes a lot of courage to
start a business.
It takes a lot of you know,confidence to really like, know
how to run it.
But you have to be bold inthese different areas to be
successful with it as well too.
And so, excuse me, companieswant their message to feel like
it's coming from a trusted,innovative leader in the market.
(03:15):
Okay, and so they want to soundlike they're good at what they
do, and they, you know, theybasically know what they're
talking about.
And so when you are trying toposition yourself using bold
approach, you got to thinkdifferently.
Okay, so most B2B writing, mostfacility services writing, most
(03:41):
property management writing likethis goes like just understand,
like this is a lot.
Is anything about bold?
It's typically going to belong-winded sentences with
complicated explanations and abunch of just shitty ass jargon
that just sucks out the oomph ofany cool ideas and they really
just make the bold concept likeeh, and so the idea here is that
(04:05):
and I see this all the timewith facility websites they use
all these long words and likeservice channels is a great
example.
They don't.
They do an amazing job withtheir website and their copy.
They use real words that realpeople use and it really makes
(04:25):
sense and it's easy tounderstand.
It's not long-winded, it's notcomplicated explanations.
And you might be saying, like,well, have your like.
Facilities management iscomplicated and we need to like
know what we're talking about.
You're right, you do, but youdon't have to use that in your
copy.
You can use very just, normalwriting and really you want to
(04:45):
learn how to write at a third tofifth grade level.
And if you're wondering, whythe fuck would I ever write at
that level?
Because then everyone canconsume it and understand it.
And so again, you're like butI'm not marketing to everybody.
I understand, but you'remarketing to the lowest common
denominator.
So what if you're marketing tosomeone that's new into the
(05:06):
industry, that just kind of fellinto becoming a facility
manager, and they've been taskedto find somebody who are
company or something, tobasically handle the HVAC or the
plumbing or handyman things andthey don't know where the fuck
to start?
And if you're using all thisjargon and all this long winded
sentences and all thiscomplicated explanation, they're
(05:27):
going to be turned off andthey're going to be scared and
they're going to be like whatthe hell did I do?
What did I get myself into?
You have to understand thatthere is a world of buyers that
are new to the industry andthey're just learning it and
they just fell into it because,I kid you not when I say this,
and you're probably one of thosepeople most people that are
facility managers didn't go tocollege to be a facility manager
(05:49):
.
They kind of just fell into it.
They're like yeah, I was doingthis and I was working at this
retail store and then, next toyou know, this kind of came up
and then now I'm a facilitymanager and I'm like, how did
that happen?
And they're like I had nofucking clue.
And I'm like how did you learnit?
Like baptism by fire, like itwas.
That was the conversation.
And so you've got to understandyou get a level with people at
(06:12):
a level they are like oh, I getit.
Oh, that makes sense, okay.
So when you're writing, you wantto be very focused, you'll be
very direct, and so here's somesimple tips.
You want to start yoursentences with very active verbs
, so get to the point reallyquickly.
All right, don't put a bunch offiller words.
You know don't do any of thatstuff, so you want to remove any
(06:35):
unnecessary words.
So long sentences sounds andyou know, just sounds
complicated.
So a slogan that I took fromsomeone called Dave he uses this
thing called choppy copy and Ihave been doing that for a long
time.
But when he said that, I'm like, oh, that makes complete sense.
You want to write your copychoppy, like you would normally
(06:55):
talk to people, and some peopleare like well, I want to sound
educated.
Yes, you want to sound educated, and you also want to sound
like everyone, how everyone elsetalks.
Because I can tell you rightnow the way most people talk is
like this where they say a fewwords and then pause and there's
a period there and they stopthere and they continue to say
this and the next, you know,they want to go walk their dog
(07:15):
and then their dog went upstairs.
They talk like that, they talkin choppy.
Okay, that's how people talkand so you need to write that
way.
When you write that way, itmakes your sentences very
powerful because they're quick,they're straight to the point,
you're removing all these activeverbs, you're making it not
(07:36):
lengthily.
And then the last piece numberthree is that you want to swap
out big words with little ones.
So short words are more directand long words are just kind of
they're.
They could be sometimes scary,like you might be thinking like,
but this is a great word to use.
Now I understand.
Like facility management is along fucking word, like I
totally get that you have to usethat word because that is your
(07:58):
industry, or facility manager isa long word, but like you can
also say FM, you could also findother ways and how you can, you
know, change what you're tryingto say.
Okay, so just think about that.
So I'm going to give you anexample.
Now I know this is not directlyfor facility management, but
just kind of, like you knowagain, remove a few words, our
(08:20):
platform or our service or oursoftware, and get what I'm
saying.
So our platform is purposebuilt to accelerate the
identification, diagnosis andresolution of issues across
complex IT environments.
I don't know what the fuck thatis.
Okay so, but if you want tothis, find, see and fix issues
(08:45):
quickly across your own ITlandscape, that makes sense.
I think of it like this Ourfacility services company is
purpose built to accelerate theidentification, diagnosis and
resolution of issues acrosscomplex facilities, across all
countries or across all states.
That's really complicated.
(09:07):
Instead, if you said find, seeand fix issues quickly across
your facilities all over thecountry, that's pretty easy.
Or across your facility'slandscape, that's pretty direct.
Do you see what I'm saying here?
So, really, like you want touse direct, simple language that
(09:32):
adds momentum, that gets peopleto read.
It's just punchy, boom, boom,boom, boom.
And then practice these tips sothat as you get better at
writing, it becomes a naturalprocess of how you write.
Okay, like this is just how youdo things and that's exactly
what I do.
Like, when I'm writing stuffand I've had people say, like
that's not grammatically correct, I go, I understand.
(09:53):
They're like well, aren't yougoing to change it?
No, because this is how peopletalk and they're like but we
don't want to sell it, we'reignorant.
We're not ignorant, we'retrying to relate.
Okay, when you relate withpeople, you don't sound ignorant
.
You sound like someone thatgets it, that understands.
Okay, when you don't relatewith people, you sound like
someone that's trying to beabove someone else.
And no one loves those people.
(10:14):
They hate them.
People do not like others.
They're trying to be betterthan somebody else.
And so when you can level withsomeone at their level and
they're like, oh, I totally getthis, this makes sense.
Now, that was really easy tolearn and what helped me to
understand how to write likethis and communicate better at
this was literally teaching kidsand you're like, wait, what?
(10:36):
So if you don't know mybackground, I used to teach
martial arts as a profession.
I taught for like almost 30years, a long time and so I
taught for a long time and I'msorry, let me phrase that I did
martial arts for almost 30 years.
I taught for like almost 25years.
That sounds better.
There we go Still quarter of adecade or quarter of a century.
(10:56):
That's a long time.
But when you're teaching kids,trying to teach martial arts and
concepts that are verydifficult, you're like Kavir
you're just teaching kids how tokick and punch.
Yes, I understand, but thenthere's also concepts behind
those kicks and punches and whythey're doing it, how they're
doing it, why it's not going tobe effective, how they're
executing it, why they need todo this and what position they
(11:18):
need to be, and then how theirbody supposed to be positioned,
how should he stand and whereshould they be looking?
Where should the knee bepointing, where should their
toes be going?
Where should the hands befacing?
There's a lot of moving parts,literally and figuratively.
But when you understand that andyou learn how to like, try to
teach something and you break itdown to a child, you have to
use real words, and so being aparent is one of the toughest
(11:40):
things, and if you're a parent,you get this, especially at this
age where my kids are like dad,what does this mean?
And I'm like I look at themlike I know what this means, but
how do I explain this?
So I, literally I'm like Alexa,what does this mean?
And then they give me thedefinition and then I put it
into like a situation, like youknow how, whenever your grandma
(12:02):
used to do this and like oh,yeah, yeah, and then, like you
know, she would do that, likeyeah, yeah, that's what that
means, like oh, that makes sense, and so that's that's what
you're trying to do.
You're trying to get down tothe level of your audience, or
they get it, and if you canwrite at that level, almost
(12:23):
anyone's gonna be able tounderstand what you're doing,
you know, so it's, I mean it's.
It's hard, like my kidssometimes ask me like that what
do you do for work?
And then you, they know I domarketing and I like, well, I
just try to help people Makebetter decisions on why they
should buy Our wraps to wraptheir vehicles.
They're like oh, that's cool,do you like doing that?
(12:43):
I'm like, yeah, it's prettycool.
Like, how do you do it?
I go Well, we send an email andwe have like a website and we
post things on on on Facebooklike, oh Cool, can I see it?
And they see it.
And they're like oh, that'skind of me, but you've got to
level your things down.
What you're saying and when youdo that and you and you learn
(13:03):
how to like Teach this stuff toyounger people, it helps.
I mean, a great, probably,exercise for you to do is
Explain your facility orproperty management services to
someone that's outside of theindustry and be like do you
understand this?
And then be like fuck, no, Idon't get it.
And the others and you know,yeah, so you know I've gone to
(13:23):
the point where I basically justsay, like, when people ask like
what I do, like I basicallyhelp people put stickers on
their cars, like we put giantstickers on giant vehicles to
market their business and peopleare like, oh, that makes
complete sense.
That's a very easy tounderstand.
Yeah, it is big stickers, bigcars, market your brand, that's
(13:45):
it.
And if you can make it thatsimple for you, for everybody
else, they're gonna get it Okay.
So, anyways, I hope this ishelpful.
I know this is kind of a shorty, but these are great tips to
improve your writing and, at theend of the day, you should be
writing daily.
You should be writing posts.
It's not to be long copy, itcould be short copy, it can be
anything, but get used to bewriting on a regular basis, get
(14:05):
used to communicating on aregular basis, get used to
getting direct, that boom, boom,boom, boom, boom and not
getting too long-winded.
All right, so, other than that,hope you guys enjoyed this
podcast.
Three things are always asked.
Number one Please give us afive-star review on Spotify or
Apple podcast.
To please share this podcastwith somebody else.
That's how our podcast has beengrowing is because of you
sharing with other people.
And then, number three Pleaseconnect with me on LinkedIn.
(14:27):
Send me a you know, quick Dm.
Tell me what podcast episodeyou've been enjoying.
Tell me, like, what you wouldlike to hear next.
Okay.
So my podcast is alwaysevolving because I listen to my
audience like that's a goodtopic, I love that.
Or people say like, hey, I'mreally enjoying you diving into
these things.
Okay, that tells me I need tohave more episodes like that,
okay, so, anyways, my podcast isdynamic and I do this for a
(14:51):
reason.
So, anyways, if you could dothose three things, it'd be
great.
Other than that, have a greatday.
All right, guys, thanks fortaking a listen to our facility
management marketing podcastsecrets.
This is your host, javierLozano Jr.
One other ask I've got for youguys is to subscribe to our
email list.
You can go to boulder mediasolutions dot com slash email
(15:12):
and that way you can get updateson some marketing trends that
I'm seeing, some strategies thatI'm executing and, more
importantly, I'll be actuallylaunching some webinars and
training that's gonna help yourcompany use marketing strategies
to essentially grow yourbusiness.
We'll be doing some training,offering some courses, that sort
of stuff, so you can alwaysunsubscribe to that email list.
It's no big deal, it's notgonna hurt my feelings.
(15:34):
This is more for facilitymanagers, I'm sure, facility
management companies that wantto grow their business by using
marketing.
All right, guys, thanks a lot.
Have a great one you.
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