December 22, 2022 • 40 mins
Howard Wolpoff is the Chief Marketing Strategist of Profit Master Business Solutions and a marketing executive with over 25 years of experience helping hundreds of businesses create profitable solutions to drive sales, attract and maintain customers, and build a solid corporate brand. He has helped launch three businesses: Chelsea Piers Sports and Entertainment, the Brooklyn Cyclones minor league baseball team and GRIDIRONNOW.COM, the premier site for SEC football.
Small business owners hire Howard to rebuild their business confidence and competence to exceed expectations because most have a business in a state of chaos, are lacking guidance and are frequently overwhelmed. So he helps redirect energies, create accountability and accelerate performance, actually doubling their revenues….In the process, making them love their business again.
He previously has served as the Director of Best Media in Houston, TX and the Vice President of Client Integration at Client Focused Media where he also produced four local TV shows and was a host on Buzz TV where he interviewed local business owners and leaders. He currently hosts Marketing Champions on DailyAdBrief.com. He is also the host of two podcasts, 30 Days of Marketing Mavens and Small Business Marketing - Then and Now. Born and raised in New York City, Howard moved to Jacksonville in 2007. He is married with three children and earned his MBA in Marketing from Fordham University.
www.profitmasterbusinesssolutions.com
https://www.linkedin.com/in/howardwolpoff/
https://www.instagram.com/hwolpoff/
if you enjoyed the show be sure to check out my info:
https://app.wingcard.io/ROB3SA64
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
intro guy (00:01):
Welcome to the Josh Bolton show on interesting and
inspiring conversations and nowyour host, Josh Bolton.
Josh Bolton (00:13):
Welcome everybody.
Today we have Howard, it's beena fun chat we were having
earlier before the show even gotgoing. We were talking about gas
prices finally coming down andjust like slowly getting back to
normal. Other than that, Howard,take it away, introduce
yourself.
Unknown (00:30):
Well, thank you. I appreciate that Josh. My name is
Howard wall pump. I'm a profitacceleration specialist I work
with with small business ownerson a regular basis pretty much
those that have been throwingthis spaghetti against the wall
concepts of marketing and reallycreating a mess and spent a lot
(00:51):
of money in the process becausethe concern I have with them as
they have a strategy you becomepart of someone else's and given
45 minutes of their time I canshow them how to increase lead
sales and revenue find hiddenrevenues in your business and
really get you to enjoying andloving your your business again,
(01:12):
sometimes you lose that in theprocess. And my really my focus
is to deal with business ownersvulnerabilities so they can
capitalize on theiropportunities.
Josh Bolton (01:22):
Those are all really good topics especially
like you were mentioning to mejust the the niche of all the
different nuances of startingyour business going from like a
worker to a business owner.
You've met so many things duringthat transition.
Unknown (01:39):
Yeah, it's it's amazing because people go to college and
they have a focus on I want tobe this when I grow up and you
learn to be an employee andcollege so if you want to be an
entrepreneur if you want to be asmall business owner, that's not
what you're really taught that'snot the focus of college there
are programs that do havecertain things with with
(01:59):
entrepreneurship and marketingwithin within different
departments. But overall you arelearning on your own to figure
out these product thesedifferent needs that you have to
succeed in the prac that youwant to be following so again
that's why I'm I'm that's what Ido I answer these questions I
(02:19):
help bring the bring the lightto the challenges that these
small business owners have.
Josh Bolton (02:25):
That's a wonderful before we dig into that, can we
get a little up and coming storyof yourself and what led you to
this point?
Unknown (02:32):
Sure. Um, I, I've always loved marketing, I kind
of fell into it somewhat incollege doing different events.
And I was a political sciencemajor coming out of school but I
realized that I wanted to pursuemarketing and in particular that
point sports marketing. So I dida lot of volunteer work the
National Hockey League in theNBA and two different events I
(02:53):
did the we're finishing up theWorld Cup right now I helped
with the opening ceremonies theWorld Cup way back in 1994 wins
here in the United States. Iworked for Major League Baseball
Organization setting up a andrunning a minor league baseball
team, I helped market and andlaunch a major sports complex as
(03:16):
well over 20 years.
Anniversaries hit a little whileback Chelsea Piers in New York,
and and always had that love forsmall business owners within the
means of doing that. Lots ofdifferent small business
advertising and marketing at theballpark. When I worked in
Brooklyn, New York, we launchedin Brooklyn Cyclones and
(03:37):
national local radio as well.
And then ran accounts for twodifferent marketing advertising
agencies before launching outjust to work individually small
business owners.
Josh Bolton (03:49):
Wow, sounds like it's just been a busy, busy up
and coming story for that one.
Because it's a marketing onthose, especially those caliber
those clients, it's, they demanda lot and very quickly. They're
very
Unknown (04:03):
different aspects of marketing that I've experienced
in my career and that basicallyeverything is the same business
has a budget and a focus andwhat they want to accomplish in
the end, some of these companiesare massive, like I've worked
with the McDonald's and theLowe's and then those companies
and in my experience, I'veworked with the the mom and pops
(04:27):
and then the little bit largersmall businesses. And the
difference is budget and the andyou have to focus on how
creatively you can use yourbudget to make sure that you're
getting a message out there andgetting response from it.
Josh Bolton (04:41):
So what are some of the tactics that you go over?
Let's say I'm a New ClientOnboarding, what would be some
of the things we'd first goover?
Unknown (04:48):
I think the first thing is really to understand who is
your target audience? Let'sfirst of all you want you want
to market straight to thataudience. I like to use an exam
People that if you are someonethat makes skin lotion, your
audience isn't everyone that hasskin, it's people who have a
specific wants and need for skinlotion, maybe they have a skin
(05:11):
condition that that lotion worksworks well for, it's a very
small percentage of people thathave skin. So once you
understand who your targetaudience is, then you have to
understand that they're on ajourney. And there's a problem
to have it on once a result theywant, they don't have. And if
you can answer those twoquestions in their head, then
(05:32):
they're going to want to have aconversation with you. If you
can't, then they're going to gooff to try to address it with
someone else. So everything thatyou're doing is to focus on your
audience is to create methodsand opportunities for you to
communicate with them. Thatmeans a website that is really a
24/7 salesperson, as opposed tojust a digital brochure. And
(05:55):
your offers need to feed intowhat their wants and needs are,
as opposed to just what you wantto sell them. And as a result,
obviously a broader process withthat we're having different
opportunities and differentscales for for customers to get
them in the door to have themgrow with you.
Josh Bolton (06:14):
Yes, we haven't especially like I like how you
said with the skincare what?
Depending on the person like Iwas not really into the idea.
Now I'm kind of like, Oh, God,like my hands are drying out and
like I need lotion kind ofthing. But if you talk to me six
months ago been like, No, Idon't need it.
Unknown (06:33):
Yeah, so with that example, sometimes do with the
weather sometimes do with justyour personal tastes and
experiences. Some people willhave rough hands, I will never
use lotion. It's just but it youyou have to figure out what your
market dominant position is.
What is it that you do? What isit that makes you bigger and
better than anyone else? Andstronger? And how is it that you
can help people and provideadded value in the process
(06:57):
because this all your messagingis going to come from that all
your whether it's a slogan, or apart of a campaign of what how
you're messaging yourself, andwhat your brand is, is all going
to come from that.
Josh Bolton (07:11):
100%. So let's say I'm I have my target audience.
It's like predominantly middleage parents, two and a half kids
has an athletic background XOpenthe idea of coaching? Like
they'll do a whole list. And sobut I can't reach him kind of
(07:31):
thing. So what would be theprocess of the do we get to the
Pay Per Click ads? Do I have tolike run a LinkedIn blogging,
campaign? Podcasting? What wouldbe some of the tips she gave me?
Unknown (07:44):
Well, again, it starts with what kind of budget you
have, I think that even with thethe concept of there are a lot
of people who don't even have abudget in their, for their
business for marketing. So I saythat because you mentioned Pay
Per Click advertising. If youdon't have a budget, or you
don't have enough funds in thebudget, you can't afford Pay Per
(08:06):
Click advertising, even someindustries, they're just so
expensive to do that if you're alawyer, for example, there's
just no way, you're going to cutthrough the the clutter unless
you have a massive budget forthat type of advertising.
Because there's so manydifferent attorneys that are
advertising the differentkeywords for what their
specialty is. So you have to getstrategic with who your audience
(08:28):
is. Again, there's sometimesthere's a lot of from the
different things that I've doneyou you keep looking at events,
looking at different communitymarketing has tried to go down
to the to the basics of whoyou're dealing with. And then
also is trying to make sure thatyou have your right messaging
out there at all times. So youmentioned LinkedIn has a lot of
(08:50):
things you can do with LinkedIn.
But if your profile does notreally stayed who you are, and
speak to your audience, the waythey needed to, again, there's a
problem they have, they don'twant a result they want they
don't have and you need to beaddressing those two questions
on a regular basis, they're notgoing to feel the need to follow
up with whatever you're sendingor requesting or communicating
(09:10):
with them. And so that's a verybroad term because there's lots
of specific ways to interact andtry to grow an audience
utilizing LinkedIn. So there'sno real there's no magic pill
built in. That's one size fitsall for everyone. It really is
looking at the individualbusiness and saying, Okay, this
(09:31):
is what strengths you have andhow you can speak to this
audience. These are some of thethings that are not as strong
and and then trying to reallyfind where your audience is and
crafting the message so thatit's there in front of them.
Josh Bolton (09:48):
And interesting. So because like one of them I was
told by a guest he said all weget on LinkedIn, but he's like
just slam out 1000s of messagesand eventually one have more
hair. And I'm like that, likeit's a really repetitive and I
see one I'm like no.
Unknown (10:06):
The answer to that is yes, you can you have a limit
you how many messages you cansend, but there are people that
will respond to the messages.
And now you have to craft itthat, again, your first message
to connect with someone LinkedInis not, I have something to sell
you. And I joke and laugh aboutit. Because if I open up mine,
right now, I bribe 10 People inthe last 48 hours who have sent
(10:28):
me an initial message, prettymuch saying I have something to
sell you. People don't want tobe sold, they want to have
interaction, and they want tomake connection. So there's a
whole process of finding youraudience interacting with their
their posts on their, on theirpages, or groups that they're in
trying to have that develop thatrelationship, in addition to
(10:52):
reaching out to become a a linkwith them. But don't expect
anything to happen just in thatfirst message. What the years
ago, there was there was a fivemessaging process that you have
to go through to nurture arelationship on LinkedIn. But
it's it's not again, nothing outthere I know is one size fits
(11:14):
all. And really, you have tocarve the right time and have a
strategy, everything needs theright strategy, and the right
implementation to go along withit.
Josh Bolton (11:25):
So let's say my goal is more like the podcasting
route I have I do the gambit andhop on podcast, what would be
some of the strategies from thatyou
Unknown (11:35):
would recommend? So if you are I guess there's there's
two to looks at that if you areguessing on podcasts like I am
right now, you all have theopportunity to speak to an
audience that isn't your own atthe moment. So again, it's based
on the pod podcast theme, you'vekind of broken down the basics
(11:57):
of what kind of audience you arespeaking to. And you're really
sharing the the information youhave about yourself and telling
stories about the things you'vecreated for other clients and
people that have run across youryour paths to address the the
issues that people are having asthey're going on their journey.
(12:19):
So if I'm speaking, and thereare small business owners out
there as this example that arereally having pain, they're
having problems, they're havingissues, that my hope is that the
statements that I'm providing,really addressed the problem
they have, they don't want whichis I need to fix my business and
I need to generate more revenueand not and enjoyed a lot more
(12:39):
the whole process. And they havea problem that they they want
that on the the resolution theywant they don't have is finding
the resource to, to address thatfor them. So obviously going on
multiple different types ofpodcasts, you can find your
right audience to speak to themand speak to these different
different audiences. If you'rehosting a podcast, you're
(13:00):
becoming the expert in your,your theme, your title, your
your your topic of yourconversation. So if I'm if I'm
running a podcast on homeimprovements, and I'm bringing
on different experts about homeimprovement, I'm getting tips on
a regular basis. I'm hoping thatyou will look at me as Tim the
tool man, and and wants toutilize me and my resources. As
(13:24):
time goes on as my audiencegrows. And I'm bringing in
different audience with thedifferent types of guests that
are coming in and their peopleare listening to what they've
shared in the conversation.
Josh Bolton (13:35):
So it sounds like it's a it's more of a dance, you
should both like if you arehosting, you should do one other
shows. But if you're a guest,you should consider a type of
podcasting for yourself or justfull time guessing that that
works too.
Unknown (13:51):
I think in both you're trying to provide value, I want
to provide value to not just thehosts that I'm speaking to, but
the listeners of their podcast,that the time they're spending
to listen to this is valuable tothem. And they're learning about
how to improve their business orfind me as one of the resources
(14:13):
that they might be consideringas the host you're trying to,
like when I look at it, and Ihost I host the podcast, I host
online TV interviews for awebsite, daily average.com I
speak to advertising agencies,owners and executives about
marketing. And I want to telltheir story. I wanted to be the
(14:35):
conduit for their story to beshared and told and that's the
important thing at the end, thatthat they feel that they've had
an opportunity to be heard, and,and give pearls of wisdom to to
based on whatever themes andtopics we've been discussing,
that the person who is listeningis going to walk away with
something valuable.
Josh Bolton (14:55):
Yes, that's very true, especially nowadays where
a click of a button and we canhave a podcasts you have to make
it a safe place for people tocome share their knowledge, like
you're saying and wisdom beheard. But also just if you can
make it entertaining to, butdepending on the top right, that
might be hard.
Unknown (15:13):
Sure, there are topics are more, I guess in the weeds
than others, but it's but it'sall about the the the compromise
of the content of theconversation and people have the
people that listen to yourpodcasts have a understanding of
the the flow of your voice andthe report you have with people.
And that's why it helps bringthem back in addition to the
(15:35):
topics that they're listeningto. You want it to be a
welcoming space, that people canabsorb the story that's being
told
Josh Bolton (15:41):
100% Yeah, that's how I explained it to people
Mike, if you come at it withlike, a not in a bad way, but
like an alpha energy like we'redoing this, we're doing this
very intimidating, and thepsyche kind of like closes down
and doesn't want to sharebecause it's like you're
bombarding him but if you justmake it free and easy, just go
where you go. Try to like hit itas you're going along. There.
(16:04):
They'll tell you things you likeI didn't even think of asking
that kind of thing.
Unknown (16:10):
Yeah, it's it really can be I've learned a lot from
listening to podcasts. I'velearned a lot from having a
conversation on podcasts I madesome great contacts in the in
the process as well you reallymake some nice relationships
because it's it's one thing togo to a networking events and
have three minutes to talk tosomebody and you hopefully get
(16:30):
that rapport and try to developsomeone in your network this
way. But the conversations Ihave as a guest podcast go 20
minutes an hour depending onvarying based on each one and
I'm now getting to know someoneand for for why you don't
usually get to to have thesetypes of conversations on a on a
(16:52):
general basis or walk into acoffee shop and find sit down
next to somebody and then speakto someone on a on a like minded
topic like this for an hour. Soit's it really is the wonders of
technology and what the COVIDworld has brought with the with
a lot of these zoomconversations and being able to
(17:14):
share them with others.
Josh Bolton (17:16):
Oh, yeah, yeah. And especially like I have was
chatting with one of my guests.
He's a very high profile likePresident for the company, UBS.
Yep. And, and we I was justtalking with him. I said, yeah,
he's like, Oh, how's your showsgoing? I'm like, Oh, man. Like,
I didn't know how to say no. Andnow I'm like doing eight
interviews a day, four days aweek. And he's like, Oh, wow,
(17:39):
he's like, What was your mostrecent one? I'm like, I talked
to a professional wrestler fromthe 80s is now talking to a
president of a publicly tradedcompany. He's like, wow, like,
man, you hit like everythingthat I'm like, yeah. Do but um,
so question for you for strategywise getting coming back to that
(17:59):
one. Let's, what are some of thekey points that you see from
revenue that Pete that smallbusiness owners are missing?
Like the like the top three orfive things?
Unknown (18:16):
I think one of the first and foremost is is they
may or may not have a definedoffer, but they don't see
anything outside of that offer.
So let me let me explain. Youwant to provide an opportunity
for people to buy from you. Soif my offer is is okay, so I
used to work in the in thehealth club industry. And so if
(18:41):
I if someone walks in and wantsto talk about health club
memberships, and they decidethey don't want my annual health
club membership offer, they'regonna walk out the door. I don't
want them to walk out the door.
I want them to try the club insome way. And maybe prices the
issue maybe locations the issuethat could be logical issues in
(19:02):
their head that they're notsharing with you. So if I have a
dentist so if I have a down sellif I have an option for them so
okay, you don't want to buy theone year I understand that. What
if I sell you a three monthmembership for a lot less money
for the than what you're whatI'm asking for the the annual
membership, here's anopportunity for you to try out
the club, you're not spending asmuch money and you can then
(19:22):
decide whether it really worksfor you or not. You can
obviously came in here becausethere was an interest in being
here. So now instead of thanwalking out and you didn't get
$1,000, you may have gotten $300But you got $300 and their foot
in the door in the in theprocess of hopefully now three
months go by and you can renewthem for the $1,000 at that
(19:44):
point for the membership becausenow they're trying it out and
they had now I have anexperience with it. So utilizing
the opportunities like downsells, upsells and cross sells.
McDonald's is the best when itcomes to an upsell or cross sell
Well, so I'm sure people havequite aware of you're ordering a
soda. And when they ask you, ifyou'd like to supersize that,
(20:07):
then you've you're you'regetting the, say you want a
soda, and I'm just getting alarger soda, but you spend a
little bit more money to dothat. That's an upsell. And you
can do that with one of youroffers as well have this is your
A offer, but you actually havean A plus offer as well, that
you can then when they've made adecision, okay, I'm done
Perfect, let's let's make adeal. You can say, well, I also
(20:28):
have this and so it's a littlebit more offering, but also a
little bit more money, and seeif they're interested in doing
that. Because the key to that is34% of time, if you make an
offer like that, they're gonnasay yes. So if you don't make an
offer like that, you're leavingmoney on the table a third of
the time. cross sell, going backto McDonald's, is if I'm came in
(20:48):
to buy a burger. And they askedyou the famous question, Would
you like fries with that, theymay have not thought about
fries, although it's verystrange for that to happen in a
McDonald's setting. But they'veoffered a fries, you say yes,
you now buy something that goeswith the offer. So if you have
something that goes with theoffer, or you can go out and
purchase it, and then sell it tothem, so you making a profit in
(21:11):
the process, you can generaterevenue, like for example, if
you go into a cell phone store,and you're going to upgrade your
phone, they're not going to letyou just go out with a phone,
they want to sell you a case aguy a screen protector may be
new, new earpieces that go alongwith it, they want to bundle the
purchase. So you might be buyinga lot more, but you also spend a
(21:34):
lot more money, you're gettingsome discount, and you feel this
added value in the process. Andthat really is the key, they
really see the value of beingthere. And your care as a
salesperson to provide them withthe things they actually really
do need.
Josh Bolton (21:48):
Yeah, I would agree. There's many times I've
been caught on the down sell.
And now like looking at it,like, Oh, I totally see it. But
at the time, I'm like, wow,okay, I wanted to buy this. So I
bought it anyways, for theinstead of the 50 bucks, it was
like the $18 kind of thing.
Unknown (22:05):
Sometimes it's really comes down to price, I really do
need you to want it, but Ireally can't afford it. But if
you give me something that's alittle bit less, but I'm
spending less on it, I mightjump right after the offer.
Yeah, so it's like don't dothat.
Josh Bolton (22:20):
Yeah, it's a the that's like the big ticket item
or nothing. So then who's yourpredominant clientele you deal
with? Because you were tellingme before I hit the record
button you use not like the themarketing for plumbers? Or are
you as like whoever says willingto call you?
Unknown (22:37):
Well, basically, I'm dealing with small business
owners who really have anundefined marketing strategy. So
I really focus on something Icall measurable marketing. And
there are different ways thatpeople look at it, because
there's a smart methodology thatgoes along with that. It's being
Specific, Measurable,Actionable, Realistic, and
(22:59):
timed. So now you have as awhole process of what the
marketing strategy is, and youare you really you're not
overreaching. You're notoverstretching you're not
overspending, you really haveOkay, here's a plan. And I'm
going to make sure that this isimplemented in the right way
being realistic on on things. Soif you wanted to, you want to do
(23:22):
some promotion in the beginningof February, you can say as much
at all you want. You don't needto do I need to be on a
Superbowl commercial. But howrealistic is that? Do you have
$5 million dollars for 30seconds to spend on a on a
commercial on matches buying theairtime? That's not That's not
the production of thecommercial? And everything that
(23:43):
goes along with that? Mostpeople have the answer that is
no. So is that a realisticconcept? But there are guerrilla
ways you can do certain things.
The the COVID If you do, you'readamant about it, there are
local spots that are sold duringthe Superbowl that are at a
fraction of that costs. I sayfraction. Sure it's well in the
six digit world but not theseven digit world. But you have
(24:07):
all local eyes on that game.
They're not moving, giving aSenior Commercial and it's just
like the Pepsi commercial. Thatwas that was run. So just being
realistic and making sure youhave the right timing of what
you're doing. And measuremeasure measure because you
really want to have a goodunderstanding of what you're
(24:28):
doing and whether there's valueto when you're doing it or not.
So going back to your originalquestion. I work with small
business owners who've kind ofbeen around for a couple of
years. They've been working fortoo long and too hard not seeing
all the efforts of theirbusiness and their results. They
(24:49):
really started really not liketheir business but they're kind
of stuck in this boat and thenhave to figure out how to make
it sail and and really have notseen the revenue levels that
they need. but it's also tohaven't had the full
indentations of, of a marketingstrategy implemented into their
business. And, and it's amazingwhen you kind of fix certain
(25:13):
things that might be smallthings might be big things, and
the results that come in fromthat it's really, it's
refreshing to see the thesmiles, and the relief on
client's faces when things areworking, and they're starting to
see the revenues that they'vebeen hoping for.
Josh Bolton (25:29):
Well, 100% So there was one thing you mentioned
earlier, was the the four steps,can you give me a little more
detail on here, your measurablemarketing, the four sets of
those?
Unknown (25:41):
Sure. So again, with a smart methodology, there's,
there's actually, there's,there's six of them. So So you
really have since you, okay, Ilost my train of thought on that
one. So you have to be specific.
So your, your goal might be toincrease brand awareness. But
(26:02):
that's not really a specificobjective. So because brand
awareness is very bold, butmaybe you want to say I want to
increase my followers onInstagram, by 10% every month.
So that's something specificthat you can, you can click this
concrete, you can do somethingthat can be attainable, when
you're focusing on somethingmeasurable. company may have
(26:24):
read about the benefits ofblogging, but having a company
blog is not a measurableobjective. But there are
measurable aspects of bloggingor or posting video on on
YouTube and you can figure outokay, I'm looking at the the
number of comments the number ofsubscribers and number of
pageviews. That's something asmeasurable in the concept, not
(26:46):
something that's broad. Havingsomething that is actionable. If
you if you are trying toincrease your going back on the
blog example, your readership by5% Each month, you needed to put
an action plan to do that, I'mgonna write three blog posts per
(27:10):
week, I'll put up two videos aweek and reduce videos on
Instagram and do it on ticktock. So having an action plan,
being realistic with yourobjectives, again, that was the
that's the Superbowl commercialcommercial example. Finding,
doing certain advertising in alocal sports bar or doing some
(27:30):
online ads, as opposed to theSuperbowl commercial, that's
more realistic. So your budget,and something of a focus on
timing. And you want toincorporate Facebook advertising
into your business, in part,your marketing plan, you have to
make sure that you know, whenpeople are coming to Facebook,
(27:53):
when's your audience going to bethere and make sure that those
ads are hitting at certain timesif a specific post event is
being posted at certain times.
So this is these are the generalconcepts from a broader
marketing plan. But again, I usethe example the opposite is just
throwing spaghetti against thewall and seeing what sticks. And
(28:15):
you don't want that because youcan spend a lot of time and
effort and money to do that. Butyou need to implement a
structure plan on what you havein your needs, and what your
goals are and what you're tryingto accomplish and what you're
trying to resonate with itwithin your audience. And you'll
start to see results when you docertain things and have these
(28:36):
right on implementations.
Josh Bolton (28:38):
It's very true. So I'm just curious for you,
because you mentioned it threetimes blogging, is that still
feasible, but it seems likeeveryone has a blog anymore,
Unknown (28:47):
kind of thing. I mean, what when it comes to blogging,
and I'll interchange my giveexample between blogging and
posting video. I think video isa lot more responsive, people
really react to video a lotbetter. However, blogging,
there's still a purpose to it onthe SEO front for your website.
(29:08):
Okay, this is so using the rightkeywords and having a blog post
that's updating you putting themup on a regular basis is not
just for the story. And in allcases, people may not read the
story, although it does give youcontent to put onto LinkedIn to
put onto Facebook. There's a lotof ways it translates. But
(29:28):
having those right keywords andshowing Google that you're
adding to your website it is itis a working document. It's not
just a digital brochure helpsyour SEO and helps more of your
organic exposure.
Josh Bolton (29:41):
When you put it like that yeah, then that makes
more sense. Even if you getmaybe like 10 listeners since
probably five of them you justdouble checking if it's tough.
Unknown (29:50):
And it's I guess separate but connected to it.
I'm a huge fan of Google MyBusiness and people don't take
enough Um, opportunity with whatGoogle was really a free
opportunity to let Google knowthat you exist and let them let
other people know that youexist. So if you're writing a
blog post, and you're takingthat blog post, and you're
(30:11):
posting it onto Google MyBusiness, you're giving them
content as well. It istremendously beneficial for your
business.
Josh Bolton (30:19):
Interesting. Yeah.
I've heard a few people recentlytalking about how you need to
use Google My Business if you'reserious. And a few of the other
entrepreneurs are like, butplease, for God's sake, don't
put your address down as yourplace of business even if it is
Unknown (30:33):
kind of thing Yeah, that's that's the place to be if
you're an entrepreneur workingfrom home, you don't don't want
to do that. Because it's it'smapped. So people can see the
map. There's, there's a lot ofeasy ways to go back fat.
There's a lot of CO workspacesout there. So whether you're
there for to actually sit and soyou're not sitting in your home,
you're sitting at a desk or anoffice in a co workspace for
(30:54):
like three to $500 a month orjust even getting mail there,
though it's the 100 bucks amonth to use to the the address.
Now I have an address. That'snot your home.
Josh Bolton (31:06):
Yeah, that was a big one. And they said they're
like it just don't put at yourbecause one of them's like, I'm
still having to deal with theresiduals because Google does
not like change. So once you setit, they want you to stay there.
Unknown (31:19):
Yes, they can be trying to make changes with Apple,
Google is not a fun process.
Josh Bolton (31:25):
Have you had to deal with that?
Unknown (31:27):
I accidentally posted something, I guess from my
personal email connected with mybusiness. And then lo and
behold, I found that I had toGoogle My Business pages because
of it. So it took a while tomerge the two together with some
glitch. And the problematic wasI had some fun strong reviews on
(31:47):
one and strong reviews on theother and I want to merge them
together. And the end, I lostthe reviews in the browser, some
of the reviews in the process.
Oh, that's a bummer. Yes, ithappens. But you again, you
learn from these differentmistakes. I'm not sure exactly
how the additional posting cameabout the lo and behold a cause
to different different pages.
Josh Bolton (32:10):
Man, that's crazy.
So for the implementation partof all the marketing. Let's say
I'm an aspiring podcast coach.
But like I'm bootstrapping it,what would be the kind of like
we were doing talking aboutearlier would be the YouTube the
(32:32):
blog, just making content orsomething sticks in is
measurable?
Unknown (32:38):
Well, no, it's the it's the opposite is making a plan
and then implementing the plan.
So videos may be part of yourplan. And so you want to make
three let's say three videos aweek that you're posting on one
or multiple platforms, and youwant to track to see what kind
of response you're getting. Soif you're tracking cry, I want
to I want to get 20 morefollowers a week. How
(33:01):
interactive are you with, withthe people that are making
comments? And are you asking forfurther than I have YouTube in
my head at the moment, right,asking for people to follow Are
you are you having those, thoseend screens so people can easily
click and follow or go to someof your other videos. It's
really trying to you don't wantto run like with with football,
(33:24):
you have 11 players on on a sideyou have to have a play before
you start the the motion of theof the the the ball moving,
because everyone needs to knowexactly what direction they're
supposed to go in. So you don'thave chaos on the field. So if
(33:46):
you because the day goes by veryfast, I think as you get older,
your day actually goes fasterfor some reason and feels like
yeah, you can say okay, okay,I'm going to I'm going to make
comments on people's posts onLinkedIn. And I'm going to make
these videos and I'm going toput them up again, if you if you
just you by yourself. It's notjust recording something unless
(34:08):
you're doing something veryquick. Like a Facebook Live we
do no editing. If you're puttingsomething on on on Instagram or
on Tik Tok, you may want to editdown what you're doing and put
in words on the bottom so peoplecan read what you're saying. So
it's not just automated and allthe all the misspellings and and
(34:29):
Miss judgments of what you haveto say. This is a lot of time
the even editing a podcast byyourself. It's it could take
well over an hour plus to gothrough and get the arms out and
if someone has a brain freezeand now it's like 10 seconds of
dead air because they couldn'tget the next word out trying to
(34:51):
chop that down so they soundbetter graphics to go along with
it. It takes a long time to dothat. If you're doing it by
yourself. so that everything Ijust said has nothing to do with
the work that you're doing andthe interaction you're doing
with your actual clients. Soyour day can be spent on all of
that and gotten, you got no workdone. So you have to have a
(35:12):
plan, everything has to bescheduled out finding different
ways if you can to spend alittle money to have people
helping with the process, untilyou're growing your business
where you can hire on people ona full time basis. And just kind
of keep your head above waterand not and not get lost in the
minutia.
Josh Bolton (35:34):
Yeah. Especially how you said like the 10 seconds
of, for me, when I look at myediting, I notice I look, I'm
like, ooh, that. I'm like, cutthat out real quick. Because
that doesn't, that's not goingto be appealing. Yeah,
Unknown (35:49):
my experience radio.
First I was with selling trafficsponsorships around the country.
So though you hear the trafficreport, this report brought to
you by Geico, and they give a 10second, live read of this of the
sponsorship. So working with thescript to make sure it fits into
that space. And just thinkingthings out on that level made
(36:12):
easier when I went to, to I wasrunning Sales and Marketing for
the local sports radio stationhere. And there were certain
campaigns where I actually didmy own editing of the
commercials. And knowing how tobe in 30 seconds, those arms,
those spaces, you got to figureout how to play with those sound
waves to make sure things soundsound great, because for the
client sake, and for the voiceover person sake, and for the
(36:35):
radio station sake. So samething with the podcast, you want
someone to sound amazing. Andthere's lots of work that has to
do to go into that sometimeswhen they have a tendency to
say, um, and you know, over andover again.
Josh Bolton (36:48):
Yeah, that was there was one client, one guest
that came on. And he was like,Are we when we were doing this,
and I was just upset. They'relike, gosh, it took me like,
almost two and a half hours toclean up everything. And I'm
like, No, I was like one ofthose unless they specifically
asked me to I'm not cleaning upthat audio like that anymore.
Unknown (37:12):
It can take time and those that are out there
thinking about podcasting, it'sa fantastic way to market. It's
a fantastic way to prospect,because you can utilize it as
the only guests you have onthere are prospects for your
business. And that part'sfantastic. But there are
companies out there that will doall that work for you. And it
(37:34):
could save you a lot of time forjust a little bit of money.
Josh Bolton (37:38):
Yeah, there's like some of these production
companies they see they'll dolike an hour worth of editing
and like for like $69 I'm like,if I had the money, heck yeah, I
paid them like here, just do it.
Unknown (37:51):
Part of the fun of this, of podcasting.
Josh Bolton (37:55):
It is. So this is something extremely informative
and good. I can't I'm strugglingto think of anything else to
ask, is there anything inparticular you want to talk
about or go into?
Unknown (38:10):
I think the key thing is that I love telling stories.
I also love answering questions.
So I'm always available forpeople who if you have a even
general question aboutmarketing, general question
about business, I'm more thanhappy to answer questions that
that that can help you in anyway, with no real need for
(38:30):
contracting business in thatrespect. Obviously, I'd love to
be able to help rebuild people'sbusinesses. That's what I do. I
love helping tell their story indifferent way and find ways to
tell their story. And that's,that's that's the greatest
benefit for me. But basically,there's there's multiple ways to
(38:50):
reach out to me. I'm on LinkedInactively. Again, how on Wall
puff is my name very easy tofind me the company's profit
master business solutions. So mywebsite profit master business
solution.com is a way to find methere. And I'm always willing to
have a conversation withsomeone.
Josh Bolton (39:13):
Absolutely absolute honor and a pleasure. I got to
lie on this. I'm sitting herelike, thankfully how we can talk
because I'm sitting here tryingto really and I'm like, Okay,
what am I supposed to say next?
But thank you so much.
Welcome to the Josh Bolton show on interesting and
inspiring conversations and nowyour host, Josh Bolton.
Josh Bolton (00:13):
Welcome everybody.
Today we have Howard, it's beena fun chat we were having
earlier before the show even gotgoing. We were talking about gas
prices finally coming down andjust like slowly getting back to
normal. Other than that, Howard,take it away, introduce
yourself.
Unknown (00:30):
Well, thank you. I appreciate that Josh. My name is
Howard wall pump. I'm a profitacceleration specialist I work
with with small business ownerson a regular basis pretty much
those that have been throwingthis spaghetti against the wall
concepts of marketing and reallycreating a mess and spent a lot
(00:51):
of money in the process becausethe concern I have with them as
they have a strategy you becomepart of someone else's and given
45 minutes of their time I canshow them how to increase lead
sales and revenue find hiddenrevenues in your business and
really get you to enjoying andloving your your business again,
(01:12):
sometimes you lose that in theprocess. And my really my focus
is to deal with business ownersvulnerabilities so they can
capitalize on theiropportunities.
Josh Bolton (01:22):
Those are all really good topics especially
like you were mentioning to mejust the the niche of all the
different nuances of startingyour business going from like a
worker to a business owner.
You've met so many things duringthat transition.
Unknown (01:39):
Yeah, it's it's amazing because people go to college and
they have a focus on I want tobe this when I grow up and you
learn to be an employee andcollege so if you want to be an
entrepreneur if you want to be asmall business owner, that's not
what you're really taught that'snot the focus of college there
are programs that do havecertain things with with
(01:59):
entrepreneurship and marketingwithin within different
departments. But overall you arelearning on your own to figure
out these product thesedifferent needs that you have to
succeed in the prac that youwant to be following so again
that's why I'm I'm that's what Ido I answer these questions I
(02:19):
help bring the bring the lightto the challenges that these
small business owners have.
Josh Bolton (02:25):
That's a wonderful before we dig into that, can we
get a little up and coming storyof yourself and what led you to
this point?
Unknown (02:32):
Sure. Um, I, I've always loved marketing, I kind
of fell into it somewhat incollege doing different events.
And I was a political sciencemajor coming out of school but I
realized that I wanted to pursuemarketing and in particular that
point sports marketing. So I dida lot of volunteer work the
National Hockey League in theNBA and two different events I
(02:53):
did the we're finishing up theWorld Cup right now I helped
with the opening ceremonies theWorld Cup way back in 1994 wins
here in the United States. Iworked for Major League Baseball
Organization setting up a andrunning a minor league baseball
team, I helped market and andlaunch a major sports complex as
(03:16):
well over 20 years.
Anniversaries hit a little whileback Chelsea Piers in New York,
and and always had that love forsmall business owners within the
means of doing that. Lots ofdifferent small business
advertising and marketing at theballpark. When I worked in
Brooklyn, New York, we launchedin Brooklyn Cyclones and
(03:37):
national local radio as well.
And then ran accounts for twodifferent marketing advertising
agencies before launching outjust to work individually small
business owners.
Josh Bolton (03:49):
Wow, sounds like it's just been a busy, busy up
and coming story for that one.
Because it's a marketing onthose, especially those caliber
those clients, it's, they demanda lot and very quickly. They're
very
Unknown (04:03):
different aspects of marketing that I've experienced
in my career and that basicallyeverything is the same business
has a budget and a focus andwhat they want to accomplish in
the end, some of these companiesare massive, like I've worked
with the McDonald's and theLowe's and then those companies
and in my experience, I'veworked with the the mom and pops
(04:27):
and then the little bit largersmall businesses. And the
difference is budget and the andyou have to focus on how
creatively you can use yourbudget to make sure that you're
getting a message out there andgetting response from it.
Josh Bolton (04:41):
So what are some of the tactics that you go over?
Let's say I'm a New ClientOnboarding, what would be some
of the things we'd first goover?
Unknown (04:48):
I think the first thing is really to understand who is
your target audience? Let'sfirst of all you want you want
to market straight to thataudience. I like to use an exam
People that if you are someonethat makes skin lotion, your
audience isn't everyone that hasskin, it's people who have a
specific wants and need for skinlotion, maybe they have a skin
(05:11):
condition that that lotion worksworks well for, it's a very
small percentage of people thathave skin. So once you
understand who your targetaudience is, then you have to
understand that they're on ajourney. And there's a problem
to have it on once a result theywant, they don't have. And if
you can answer those twoquestions in their head, then
(05:32):
they're going to want to have aconversation with you. If you
can't, then they're going to gooff to try to address it with
someone else. So everything thatyou're doing is to focus on your
audience is to create methodsand opportunities for you to
communicate with them. Thatmeans a website that is really a
24/7 salesperson, as opposed tojust a digital brochure. And
(05:55):
your offers need to feed intowhat their wants and needs are,
as opposed to just what you wantto sell them. And as a result,
obviously a broader process withthat we're having different
opportunities and differentscales for for customers to get
them in the door to have themgrow with you.
Josh Bolton (06:14):
Yes, we haven't especially like I like how you
said with the skincare what?
Depending on the person like Iwas not really into the idea.
Now I'm kind of like, Oh, God,like my hands are drying out and
like I need lotion kind ofthing. But if you talk to me six
months ago been like, No, Idon't need it.
Unknown (06:33):
Yeah, so with that example, sometimes do with the
weather sometimes do with justyour personal tastes and
experiences. Some people willhave rough hands, I will never
use lotion. It's just but it youyou have to figure out what your
market dominant position is.
What is it that you do? What isit that makes you bigger and
better than anyone else? Andstronger? And how is it that you
can help people and provideadded value in the process
(06:57):
because this all your messagingis going to come from that all
your whether it's a slogan, or apart of a campaign of what how
you're messaging yourself, andwhat your brand is, is all going
to come from that.
Josh Bolton (07:11):
100%. So let's say I'm I have my target audience.
It's like predominantly middleage parents, two and a half kids
has an athletic background XOpenthe idea of coaching? Like
they'll do a whole list. And sobut I can't reach him kind of
(07:31):
thing. So what would be theprocess of the do we get to the
Pay Per Click ads? Do I have tolike run a LinkedIn blogging,
campaign? Podcasting? What wouldbe some of the tips she gave me?
Unknown (07:44):
Well, again, it starts with what kind of budget you
have, I think that even with thethe concept of there are a lot
of people who don't even have abudget in their, for their
business for marketing. So I saythat because you mentioned Pay
Per Click advertising. If youdon't have a budget, or you
don't have enough funds in thebudget, you can't afford Pay Per
(08:06):
Click advertising, even someindustries, they're just so
expensive to do that if you're alawyer, for example, there's
just no way, you're going to cutthrough the the clutter unless
you have a massive budget forthat type of advertising.
Because there's so manydifferent attorneys that are
advertising the differentkeywords for what their
specialty is. So you have to getstrategic with who your audience
(08:28):
is. Again, there's sometimesthere's a lot of from the
different things that I've doneyou you keep looking at events,
looking at different communitymarketing has tried to go down
to the to the basics of whoyou're dealing with. And then
also is trying to make sure thatyou have your right messaging
out there at all times. So youmentioned LinkedIn has a lot of
(08:50):
things you can do with LinkedIn.
But if your profile does notreally stayed who you are, and
speak to your audience, the waythey needed to, again, there's a
problem they have, they don'twant a result they want they
don't have and you need to beaddressing those two questions
on a regular basis, they're notgoing to feel the need to follow
up with whatever you're sendingor requesting or communicating
(09:10):
with them. And so that's a verybroad term because there's lots
of specific ways to interact andtry to grow an audience
utilizing LinkedIn. So there'sno real there's no magic pill
built in. That's one size fitsall for everyone. It really is
looking at the individualbusiness and saying, Okay, this
(09:31):
is what strengths you have andhow you can speak to this
audience. These are some of thethings that are not as strong
and and then trying to reallyfind where your audience is and
crafting the message so thatit's there in front of them.
Josh Bolton (09:48):
And interesting. So because like one of them I was
told by a guest he said all weget on LinkedIn, but he's like
just slam out 1000s of messagesand eventually one have more
hair. And I'm like that, likeit's a really repetitive and I
see one I'm like no.
Unknown (10:06):
The answer to that is yes, you can you have a limit
you how many messages you cansend, but there are people that
will respond to the messages.
And now you have to craft itthat, again, your first message
to connect with someone LinkedInis not, I have something to sell
you. And I joke and laugh aboutit. Because if I open up mine,
right now, I bribe 10 People inthe last 48 hours who have sent
(10:28):
me an initial message, prettymuch saying I have something to
sell you. People don't want tobe sold, they want to have
interaction, and they want tomake connection. So there's a
whole process of finding youraudience interacting with their
their posts on their, on theirpages, or groups that they're in
trying to have that develop thatrelationship, in addition to
(10:52):
reaching out to become a a linkwith them. But don't expect
anything to happen just in thatfirst message. What the years
ago, there was there was a fivemessaging process that you have
to go through to nurture arelationship on LinkedIn. But
it's it's not again, nothing outthere I know is one size fits
(11:14):
all. And really, you have tocarve the right time and have a
strategy, everything needs theright strategy, and the right
implementation to go along withit.
Josh Bolton (11:25):
So let's say my goal is more like the podcasting
route I have I do the gambit andhop on podcast, what would be
some of the strategies from thatyou
Unknown (11:35):
would recommend? So if you are I guess there's there's
two to looks at that if you areguessing on podcasts like I am
right now, you all have theopportunity to speak to an
audience that isn't your own atthe moment. So again, it's based
on the pod podcast theme, you'vekind of broken down the basics
(11:57):
of what kind of audience you arespeaking to. And you're really
sharing the the information youhave about yourself and telling
stories about the things you'vecreated for other clients and
people that have run across youryour paths to address the the
issues that people are having asthey're going on their journey.
(12:19):
So if I'm speaking, and thereare small business owners out
there as this example that arereally having pain, they're
having problems, they're havingissues, that my hope is that the
statements that I'm providing,really addressed the problem
they have, they don't want whichis I need to fix my business and
I need to generate more revenueand not and enjoyed a lot more
(12:39):
the whole process. And they havea problem that they they want
that on the the resolution theywant they don't have is finding
the resource to, to address thatfor them. So obviously going on
multiple different types ofpodcasts, you can find your
right audience to speak to themand speak to these different
different audiences. If you'rehosting a podcast, you're
(13:00):
becoming the expert in your,your theme, your title, your
your your topic of yourconversation. So if I'm if I'm
running a podcast on homeimprovements, and I'm bringing
on different experts about homeimprovement, I'm getting tips on
a regular basis. I'm hoping thatyou will look at me as Tim the
tool man, and and wants toutilize me and my resources. As
(13:24):
time goes on as my audiencegrows. And I'm bringing in
different audience with thedifferent types of guests that
are coming in and their peopleare listening to what they've
shared in the conversation.
Josh Bolton (13:35):
So it sounds like it's a it's more of a dance, you
should both like if you arehosting, you should do one other
shows. But if you're a guest,you should consider a type of
podcasting for yourself or justfull time guessing that that
works too.
Unknown (13:51):
I think in both you're trying to provide value, I want
to provide value to not just thehosts that I'm speaking to, but
the listeners of their podcast,that the time they're spending
to listen to this is valuable tothem. And they're learning about
how to improve their business orfind me as one of the resources
(14:13):
that they might be consideringas the host you're trying to,
like when I look at it, and Ihost I host the podcast, I host
online TV interviews for awebsite, daily average.com I
speak to advertising agencies,owners and executives about
marketing. And I want to telltheir story. I wanted to be the
(14:35):
conduit for their story to beshared and told and that's the
important thing at the end, thatthat they feel that they've had
an opportunity to be heard, and,and give pearls of wisdom to to
based on whatever themes andtopics we've been discussing,
that the person who is listeningis going to walk away with
something valuable.
Josh Bolton (14:55):
Yes, that's very true, especially nowadays where
a click of a button and we canhave a podcasts you have to make
it a safe place for people tocome share their knowledge, like
you're saying and wisdom beheard. But also just if you can
make it entertaining to, butdepending on the top right, that
might be hard.
Unknown (15:13):
Sure, there are topics are more, I guess in the weeds
than others, but it's but it'sall about the the the compromise
of the content of theconversation and people have the
people that listen to yourpodcasts have a understanding of
the the flow of your voice andthe report you have with people.
And that's why it helps bringthem back in addition to the
(15:35):
topics that they're listeningto. You want it to be a
welcoming space, that people canabsorb the story that's being
told
Josh Bolton (15:41):
100% Yeah, that's how I explained it to people
Mike, if you come at it withlike, a not in a bad way, but
like an alpha energy like we'redoing this, we're doing this
very intimidating, and thepsyche kind of like closes down
and doesn't want to sharebecause it's like you're
bombarding him but if you justmake it free and easy, just go
where you go. Try to like hit itas you're going along. There.
(16:04):
They'll tell you things you likeI didn't even think of asking
that kind of thing.
Unknown (16:10):
Yeah, it's it really can be I've learned a lot from
listening to podcasts. I'velearned a lot from having a
conversation on podcasts I madesome great contacts in the in
the process as well you reallymake some nice relationships
because it's it's one thing togo to a networking events and
have three minutes to talk tosomebody and you hopefully get
(16:30):
that rapport and try to developsomeone in your network this
way. But the conversations Ihave as a guest podcast go 20
minutes an hour depending onvarying based on each one and
I'm now getting to know someoneand for for why you don't
usually get to to have thesetypes of conversations on a on a
(16:52):
general basis or walk into acoffee shop and find sit down
next to somebody and then speakto someone on a on a like minded
topic like this for an hour. Soit's it really is the wonders of
technology and what the COVIDworld has brought with the with
a lot of these zoomconversations and being able to
(17:14):
share them with others.
Josh Bolton (17:16):
Oh, yeah, yeah. And especially like I have was
chatting with one of my guests.
He's a very high profile likePresident for the company, UBS.
Yep. And, and we I was justtalking with him. I said, yeah,
he's like, Oh, how's your showsgoing? I'm like, Oh, man. Like,
I didn't know how to say no. Andnow I'm like doing eight
interviews a day, four days aweek. And he's like, Oh, wow,
(17:39):
he's like, What was your mostrecent one? I'm like, I talked
to a professional wrestler fromthe 80s is now talking to a
president of a publicly tradedcompany. He's like, wow, like,
man, you hit like everythingthat I'm like, yeah. Do but um,
so question for you for strategywise getting coming back to that
(17:59):
one. Let's, what are some of thekey points that you see from
revenue that Pete that smallbusiness owners are missing?
Like the like the top three orfive things?
Unknown (18:16):
I think one of the first and foremost is is they
may or may not have a definedoffer, but they don't see
anything outside of that offer.
So let me let me explain. Youwant to provide an opportunity
for people to buy from you. Soif my offer is is okay, so I
used to work in the in thehealth club industry. And so if
(18:41):
I if someone walks in and wantsto talk about health club
memberships, and they decidethey don't want my annual health
club membership offer, they'regonna walk out the door. I don't
want them to walk out the door.
I want them to try the club insome way. And maybe prices the
issue maybe locations the issuethat could be logical issues in
(19:02):
their head that they're notsharing with you. So if I have a
dentist so if I have a down sellif I have an option for them so
okay, you don't want to buy theone year I understand that. What
if I sell you a three monthmembership for a lot less money
for the than what you're whatI'm asking for the the annual
membership, here's anopportunity for you to try out
the club, you're not spending asmuch money and you can then
(19:22):
decide whether it really worksfor you or not. You can
obviously came in here becausethere was an interest in being
here. So now instead of thanwalking out and you didn't get
$1,000, you may have gotten $300But you got $300 and their foot
in the door in the in theprocess of hopefully now three
months go by and you can renewthem for the $1,000 at that
(19:44):
point for the membership becausenow they're trying it out and
they had now I have anexperience with it. So utilizing
the opportunities like downsells, upsells and cross sells.
McDonald's is the best when itcomes to an upsell or cross sell
Well, so I'm sure people havequite aware of you're ordering a
soda. And when they ask you, ifyou'd like to supersize that,
(20:07):
then you've you're you'regetting the, say you want a
soda, and I'm just getting alarger soda, but you spend a
little bit more money to dothat. That's an upsell. And you
can do that with one of youroffers as well have this is your
A offer, but you actually havean A plus offer as well, that
you can then when they've made adecision, okay, I'm done
Perfect, let's let's make adeal. You can say, well, I also
(20:28):
have this and so it's a littlebit more offering, but also a
little bit more money, and seeif they're interested in doing
that. Because the key to that is34% of time, if you make an
offer like that, they're gonnasay yes. So if you don't make an
offer like that, you're leavingmoney on the table a third of
the time. cross sell, going backto McDonald's, is if I'm came in
(20:48):
to buy a burger. And they askedyou the famous question, Would
you like fries with that, theymay have not thought about
fries, although it's verystrange for that to happen in a
McDonald's setting. But they'veoffered a fries, you say yes,
you now buy something that goeswith the offer. So if you have
something that goes with theoffer, or you can go out and
purchase it, and then sell it tothem, so you making a profit in
(21:11):
the process, you can generaterevenue, like for example, if
you go into a cell phone store,and you're going to upgrade your
phone, they're not going to letyou just go out with a phone,
they want to sell you a case aguy a screen protector may be
new, new earpieces that go alongwith it, they want to bundle the
purchase. So you might be buyinga lot more, but you also spend a
(21:34):
lot more money, you're gettingsome discount, and you feel this
added value in the process. Andthat really is the key, they
really see the value of beingthere. And your care as a
salesperson to provide them withthe things they actually really
do need.
Josh Bolton (21:48):
Yeah, I would agree. There's many times I've
been caught on the down sell.
And now like looking at it,like, Oh, I totally see it. But
at the time, I'm like, wow,okay, I wanted to buy this. So I
bought it anyways, for theinstead of the 50 bucks, it was
like the $18 kind of thing.
Unknown (22:05):
Sometimes it's really comes down to price, I really do
need you to want it, but Ireally can't afford it. But if
you give me something that's alittle bit less, but I'm
spending less on it, I mightjump right after the offer.
Yeah, so it's like don't dothat.
Josh Bolton (22:20):
Yeah, it's a the that's like the big ticket item
or nothing. So then who's yourpredominant clientele you deal
with? Because you were tellingme before I hit the record
button you use not like the themarketing for plumbers? Or are
you as like whoever says willingto call you?
Unknown (22:37):
Well, basically, I'm dealing with small business
owners who really have anundefined marketing strategy. So
I really focus on something Icall measurable marketing. And
there are different ways thatpeople look at it, because
there's a smart methodology thatgoes along with that. It's being
Specific, Measurable,Actionable, Realistic, and
(22:59):
timed. So now you have as awhole process of what the
marketing strategy is, and youare you really you're not
overreaching. You're notoverstretching you're not
overspending, you really haveOkay, here's a plan. And I'm
going to make sure that this isimplemented in the right way
being realistic on on things. Soif you wanted to, you want to do
(23:22):
some promotion in the beginningof February, you can say as much
at all you want. You don't needto do I need to be on a
Superbowl commercial. But howrealistic is that? Do you have
$5 million dollars for 30seconds to spend on a on a
commercial on matches buying theairtime? That's not That's not
the production of thecommercial? And everything that
(23:43):
goes along with that? Mostpeople have the answer that is
no. So is that a realisticconcept? But there are guerrilla
ways you can do certain things.
The the COVID If you do, you'readamant about it, there are
local spots that are sold duringthe Superbowl that are at a
fraction of that costs. I sayfraction. Sure it's well in the
six digit world but not theseven digit world. But you have
(24:07):
all local eyes on that game.
They're not moving, giving aSenior Commercial and it's just
like the Pepsi commercial. Thatwas that was run. So just being
realistic and making sure youhave the right timing of what
you're doing. And measuremeasure measure because you
really want to have a goodunderstanding of what you're
(24:28):
doing and whether there's valueto when you're doing it or not.
So going back to your originalquestion. I work with small
business owners who've kind ofbeen around for a couple of
years. They've been working fortoo long and too hard not seeing
all the efforts of theirbusiness and their results. They
(24:49):
really started really not liketheir business but they're kind
of stuck in this boat and thenhave to figure out how to make
it sail and and really have notseen the revenue levels that
they need. but it's also tohaven't had the full
indentations of, of a marketingstrategy implemented into their
business. And, and it's amazingwhen you kind of fix certain
(25:13):
things that might be smallthings might be big things, and
the results that come in fromthat it's really, it's
refreshing to see the thesmiles, and the relief on
client's faces when things areworking, and they're starting to
see the revenues that they'vebeen hoping for.
Josh Bolton (25:29):
Well, 100% So there was one thing you mentioned
earlier, was the the four steps,can you give me a little more
detail on here, your measurablemarketing, the four sets of
those?
Unknown (25:41):
Sure. So again, with a smart methodology, there's,
there's actually, there's,there's six of them. So So you
really have since you, okay, Ilost my train of thought on that
one. So you have to be specific.
So your, your goal might be toincrease brand awareness. But
(26:02):
that's not really a specificobjective. So because brand
awareness is very bold, butmaybe you want to say I want to
increase my followers onInstagram, by 10% every month.
So that's something specificthat you can, you can click this
concrete, you can do somethingthat can be attainable, when
you're focusing on somethingmeasurable. company may have
(26:24):
read about the benefits ofblogging, but having a company
blog is not a measurableobjective. But there are
measurable aspects of bloggingor or posting video on on
YouTube and you can figure outokay, I'm looking at the the
number of comments the number ofsubscribers and number of
pageviews. That's something asmeasurable in the concept, not
(26:46):
something that's broad. Havingsomething that is actionable. If
you if you are trying toincrease your going back on the
blog example, your readership by5% Each month, you needed to put
an action plan to do that, I'mgonna write three blog posts per
(27:10):
week, I'll put up two videos aweek and reduce videos on
Instagram and do it on ticktock. So having an action plan,
being realistic with yourobjectives, again, that was the
that's the Superbowl commercialcommercial example. Finding,
doing certain advertising in alocal sports bar or doing some
(27:30):
online ads, as opposed to theSuperbowl commercial, that's
more realistic. So your budget,and something of a focus on
timing. And you want toincorporate Facebook advertising
into your business, in part,your marketing plan, you have to
make sure that you know, whenpeople are coming to Facebook,
(27:53):
when's your audience going to bethere and make sure that those
ads are hitting at certain timesif a specific post event is
being posted at certain times.
So this is these are the generalconcepts from a broader
marketing plan. But again, I usethe example the opposite is just
throwing spaghetti against thewall and seeing what sticks. And
(28:15):
you don't want that because youcan spend a lot of time and
effort and money to do that. Butyou need to implement a
structure plan on what you havein your needs, and what your
goals are and what you're tryingto accomplish and what you're
trying to resonate with itwithin your audience. And you'll
start to see results when you docertain things and have these
(28:36):
right on implementations.
Josh Bolton (28:38):
It's very true. So I'm just curious for you,
because you mentioned it threetimes blogging, is that still
feasible, but it seems likeeveryone has a blog anymore,
Unknown (28:47):
kind of thing. I mean, what when it comes to blogging,
and I'll interchange my giveexample between blogging and
posting video. I think video isa lot more responsive, people
really react to video a lotbetter. However, blogging,
there's still a purpose to it onthe SEO front for your website.
(29:08):
Okay, this is so using the rightkeywords and having a blog post
that's updating you putting themup on a regular basis is not
just for the story. And in allcases, people may not read the
story, although it does give youcontent to put onto LinkedIn to
put onto Facebook. There's a lotof ways it translates. But
(29:28):
having those right keywords andshowing Google that you're
adding to your website it is itis a working document. It's not
just a digital brochure helpsyour SEO and helps more of your
organic exposure.
Josh Bolton (29:41):
When you put it like that yeah, then that makes
more sense. Even if you getmaybe like 10 listeners since
probably five of them you justdouble checking if it's tough.
Unknown (29:50):
And it's I guess separate but connected to it.
I'm a huge fan of Google MyBusiness and people don't take
enough Um, opportunity with whatGoogle was really a free
opportunity to let Google knowthat you exist and let them let
other people know that youexist. So if you're writing a
blog post, and you're takingthat blog post, and you're
(30:11):
posting it onto Google MyBusiness, you're giving them
content as well. It istremendously beneficial for your
business.
Josh Bolton (30:19):
Interesting. Yeah.
I've heard a few people recentlytalking about how you need to
use Google My Business if you'reserious. And a few of the other
entrepreneurs are like, butplease, for God's sake, don't
put your address down as yourplace of business even if it is
Unknown (30:33):
kind of thing Yeah, that's that's the place to be if
you're an entrepreneur workingfrom home, you don't don't want
to do that. Because it's it'smapped. So people can see the
map. There's, there's a lot ofeasy ways to go back fat.
There's a lot of CO workspacesout there. So whether you're
there for to actually sit and soyou're not sitting in your home,
you're sitting at a desk or anoffice in a co workspace for
(30:54):
like three to $500 a month orjust even getting mail there,
though it's the 100 bucks amonth to use to the the address.
Now I have an address. That'snot your home.
Josh Bolton (31:06):
Yeah, that was a big one. And they said they're
like it just don't put at yourbecause one of them's like, I'm
still having to deal with theresiduals because Google does
not like change. So once you setit, they want you to stay there.
Unknown (31:19):
Yes, they can be trying to make changes with Apple,
Google is not a fun process.
Josh Bolton (31:25):
Have you had to deal with that?
Unknown (31:27):
I accidentally posted something, I guess from my
personal email connected with mybusiness. And then lo and
behold, I found that I had toGoogle My Business pages because
of it. So it took a while tomerge the two together with some
glitch. And the problematic wasI had some fun strong reviews on
(31:47):
one and strong reviews on theother and I want to merge them
together. And the end, I lostthe reviews in the browser, some
of the reviews in the process.
Oh, that's a bummer. Yes, ithappens. But you again, you
learn from these differentmistakes. I'm not sure exactly
how the additional posting cameabout the lo and behold a cause
to different different pages.
Josh Bolton (32:10):
Man, that's crazy.
So for the implementation partof all the marketing. Let's say
I'm an aspiring podcast coach.
But like I'm bootstrapping it,what would be the kind of like
we were doing talking aboutearlier would be the YouTube the
(32:32):
blog, just making content orsomething sticks in is
measurable?
Unknown (32:38):
Well, no, it's the it's the opposite is making a plan
and then implementing the plan.
So videos may be part of yourplan. And so you want to make
three let's say three videos aweek that you're posting on one
or multiple platforms, and youwant to track to see what kind
of response you're getting. Soif you're tracking cry, I want
to I want to get 20 morefollowers a week. How
(33:01):
interactive are you with, withthe people that are making
comments? And are you asking forfurther than I have YouTube in
my head at the moment, right,asking for people to follow Are
you are you having those, thoseend screens so people can easily
click and follow or go to someof your other videos. It's
really trying to you don't wantto run like with with football,
(33:24):
you have 11 players on on a sideyou have to have a play before
you start the the motion of theof the the the ball moving,
because everyone needs to knowexactly what direction they're
supposed to go in. So you don'thave chaos on the field. So if
(33:46):
you because the day goes by veryfast, I think as you get older,
your day actually goes fasterfor some reason and feels like
yeah, you can say okay, okay,I'm going to I'm going to make
comments on people's posts onLinkedIn. And I'm going to make
these videos and I'm going toput them up again, if you if you
just you by yourself. It's notjust recording something unless
(34:08):
you're doing something veryquick. Like a Facebook Live we
do no editing. If you're puttingsomething on on on Instagram or
on Tik Tok, you may want to editdown what you're doing and put
in words on the bottom so peoplecan read what you're saying. So
it's not just automated and allthe all the misspellings and and
(34:29):
Miss judgments of what you haveto say. This is a lot of time
the even editing a podcast byyourself. It's it could take
well over an hour plus to gothrough and get the arms out and
if someone has a brain freezeand now it's like 10 seconds of
dead air because they couldn'tget the next word out trying to
(34:51):
chop that down so they soundbetter graphics to go along with
it. It takes a long time to dothat. If you're doing it by
yourself. so that everything Ijust said has nothing to do with
the work that you're doing andthe interaction you're doing
with your actual clients. Soyour day can be spent on all of
that and gotten, you got no workdone. So you have to have a
(35:12):
plan, everything has to bescheduled out finding different
ways if you can to spend alittle money to have people
helping with the process, untilyou're growing your business
where you can hire on people ona full time basis. And just kind
of keep your head above waterand not and not get lost in the
minutia.
Josh Bolton (35:34):
Yeah. Especially how you said like the 10 seconds
of, for me, when I look at myediting, I notice I look, I'm
like, ooh, that. I'm like, cutthat out real quick. Because
that doesn't, that's not goingto be appealing. Yeah,
Unknown (35:49):
my experience radio.
First I was with selling trafficsponsorships around the country.
So though you hear the trafficreport, this report brought to
you by Geico, and they give a 10second, live read of this of the
sponsorship. So working with thescript to make sure it fits into
that space. And just thinkingthings out on that level made
(36:12):
easier when I went to, to I wasrunning Sales and Marketing for
the local sports radio stationhere. And there were certain
campaigns where I actually didmy own editing of the
commercials. And knowing how tobe in 30 seconds, those arms,
those spaces, you got to figureout how to play with those sound
waves to make sure things soundsound great, because for the
client sake, and for the voiceover person sake, and for the
(36:35):
radio station sake. So samething with the podcast, you want
someone to sound amazing. Andthere's lots of work that has to
do to go into that sometimeswhen they have a tendency to
say, um, and you know, over andover again.
Josh Bolton (36:48):
Yeah, that was there was one client, one guest
that came on. And he was like,Are we when we were doing this,
and I was just upset. They'relike, gosh, it took me like,
almost two and a half hours toclean up everything. And I'm
like, No, I was like one ofthose unless they specifically
asked me to I'm not cleaning upthat audio like that anymore.
Unknown (37:12):
It can take time and those that are out there
thinking about podcasting, it'sa fantastic way to market. It's
a fantastic way to prospect,because you can utilize it as
the only guests you have onthere are prospects for your
business. And that part'sfantastic. But there are
companies out there that will doall that work for you. And it
(37:34):
could save you a lot of time forjust a little bit of money.
Josh Bolton (37:38):
Yeah, there's like some of these production
companies they see they'll dolike an hour worth of editing
and like for like $69 I'm like,if I had the money, heck yeah, I
paid them like here, just do it.
Unknown (37:51):
Part of the fun of this, of podcasting.
Josh Bolton (37:55):
It is. So this is something extremely informative
and good. I can't I'm strugglingto think of anything else to
ask, is there anything inparticular you want to talk
about or go into?
Unknown (38:10):
I think the key thing is that I love telling stories.
I also love answering questions.
So I'm always available forpeople who if you have a even
general question aboutmarketing, general question
about business, I'm more thanhappy to answer questions that
that that can help you in anyway, with no real need for
(38:30):
contracting business in thatrespect. Obviously, I'd love to
be able to help rebuild people'sbusinesses. That's what I do. I
love helping tell their story indifferent way and find ways to
tell their story. And that's,that's that's the greatest
benefit for me. But basically,there's there's multiple ways to
(38:50):
reach out to me. I'm on LinkedInactively. Again, how on Wall
puff is my name very easy tofind me the company's profit
master business solutions. So mywebsite profit master business
solution.com is a way to find methere. And I'm always willing to
have a conversation withsomeone.
Josh Bolton (39:13):
Absolutely absolute honor and a pleasure. I got to
lie on this. I'm sitting herelike, thankfully how we can talk
because I'm sitting here tryingto really and I'm like, Okay,
what am I supposed to say next?
But thank you so much.
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