May 27, 2025 • 42 mins
100 Lessons, 2 Years, and One Very Big Thank You
After two years and 100+ episodes of answering real-life marketing questions, Brandon and Caleb reflect on the most meaningful, costly, and rewarding lessons learned along the way.
From missed hires to million-dollar wins, they pull back the curtain on what has actually worked—for clients, for themselves, and for the businesses they’ve helped scale across the country.
This isn’t just a recap. It’s a reminder: the businesses that grow are the ones that stay committed, stay curious, and keep showing up.
In this episode:
• What most marketing agencies won’t tell you about media buying
• The client lesson that saved one company over $40k in one phone call
• Why rituals, rhythms, and reps always beat talent
• The most underused secret weapon in sales (hint: it’s not your pitch)
• How to keep going when the “big dream” starts to feel far away
If you’ve ever wondered whether your consistency is paying off—this one’s for you.
Join the Maven Method Mastermind: MavenMethodTraining.com
Get a Free Strategy Audit: MavenMarketingAudit.com
Our Website: https://frankandmaven.com/
Instagram: https://www.instagram.com/frankandmavenmarketing/
TikTok: https://www.tiktok.com/@frankandmaven
Twitter: https://twitter.com/frankandmaven
LinkedIn: https://www.linkedin.com/company/frank-and-maven/
Host: Brandon Welch
Co-Host: Caleb Agee
Executive Producer: Carter Breaux
Audio/Video Producer: Nate the Camera Guy
Episodes Mentioned In This Podcast:
https://youtube.com/playlist?list=PLT2L1HXG4SwKFVOwL3iBKPo2-tkDzY1mw&si=O_jqM1I_nZGkdVTJ
Do you have a marketing problem you'd like us to help solve? Send it to MavenMonday@FrankandMaven.com!
Get a copy of our Best-Selling Book, The Maven Marketer Here:
https://a.co/d/1clpm8a
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Brandon Welch (00:06):
Welcome to the Maven Marketing Podcast.
Today is Maven Monday, episode101, folks 101.
I'm your host, Brandon Welch.
I'm joined by Caleb.
Big Biscuit, AG what you said,Big Breakfast.
I imagine a biscuit was inthere.
Caleb Agee (00:22):
I went to so we called it our old man breakfast.
You know, village in bad coffeeeggs and bacon.
Brandon Welch (00:30):
We love village in for the record.
Caleb Agee (00:31):
But like breakfast.
It's bad coffee in a good way.
Yes, you know, it just feels ittastes like not bougie coffee.
Brandon Welch (00:38):
It's you know what it's good coffee, not
bougie it tastes like 250 yearsof America.
Yeah, it does.
Caleb Agee (00:44):
You know, just all bottled up into a metal.
What is that called?
A carafe?
Carafe, there you go.
Okay, you know what I'm saying.
Pour it yourself, yeah, becausewe'll pour the first cup, but
you're doing the rest after that.
Brandon Welch (00:56):
He had a big breakfast.
I'm starving myself for aprocedure I have momentarily
Sounds concerning it's just athing you got to not eat for.
Yeah, interesting.
They said interesting.
You hear that.
Well, it's explainable.
Okay, I'm not allowed to drinkwater for the next several hours
(01:17):
.
Caleb Agee (01:18):
Well, I didn't bring any water in here, so
solidarity.
Brandon Welch (01:20):
Yeah, hey.
This is the place where weanswer your real-life marketing
questions.
No, we don't do that here.
Episode 101, I don't even haveit.
We help you eliminate waste inadvertising, grow your business
and achieve the big dream I did.
The end at the beginning.
I'm famished.
You got this.
Caleb Agee (01:35):
Yes.
Brandon Welch (01:36):
Yes, hey.
We help you eliminate waste inadvertising, grow your business
and achieve the big dream, andwe've been doing that for 101
episodes.
Caleb Agee (01:44):
Can you believe it?
Brandon Welch (01:45):
It's wild.
We're doing it, holy smokes.
You know, I read something thatthere are two or three million
podcasts in the world that havebeen started and kind of exist
out there somewhere.
Less than 2% ever make it to100 episodes.
Isn't that wild?
That's it, yeah.
So we've been doing that and Ithink they're pretty good.
(02:08):
They're value-packed.
We certainly put a lot of workin them.
That's actually how Nate thecamera guy came to be here.
We were like we can't put thison Carter, we've got to go find
another guy.
And now Nate is doing like 8million times more things and
he's still here and he makes uslook good, yeah, and sound good.
Producer.
Editor.
Moral support let's see.
(02:30):
Counselor.
Caleb Agee (02:32):
Yeah, works us through our things.
Yeah, mostly before For somereason, or afterwards we're like
oh, that sucked.
He's like no, guys, you didamazing.
Brandon Welch (02:38):
Yeah, so 101 episodes, and last week we
started, in celebration of that,a recap of 100 marketing
lessons we've taught and we gotto episode 50.
And we're going to continuedoing this.
And what happens when you dosomething and then you do it
again, you get better.
So this is the better half ofthe episode.
So if you stuck through thelast one, which got a little
long-winded, we've got spicier,punchier points for you today.
(03:02):
And they're going to be recappedin the comments.
You just go back and look forthat episode if you want to hear
more about any of these things.
But real quick, we launched theMaven Marketing Mastermind last
week and we already have peoplesigned up and it's going to be
an awesome community where youcan come bring your marketing
challenges, bring your marketingideas.
(03:22):
Maybe you're running amarketing for an entire company
and you're just a little bitlonely.
I've been there, you don't haveanybody to bounce your ideas off
of.
One of the beautiful thingsabout our agency is that there's
a constant creativecollaboration available if you
want it, and what we've realizedover the years is a lot of
clients just need they havegreat ideas, they just need
somebody to process them throughthat have an objective third
(03:45):
party view.
And then the bonus is that wehave experience doing this
hundreds and hundreds of timesand we've spent gazillions of
dollars testing other people'smoney.
So if you have an idea, if youhave a season of your company
you want to push through formore growth, if you have a full
plate as a marketer or you're amedia salesperson and you're
trying to be the one in yourmarket.
(04:07):
And, by the way, there's a hugeopportunity I've talked to so
many media reps the last coupleweeks the huge opportunity to be
the one that brings good ideas,not just sales packages right.
If you are any of those thingsand you're wanting a community
to hang around, that is what theMaven Marketing Mastermind is
created for, and it's dirt cheap.
I mean you're wanting acommunity to hang around.
(04:28):
That is what the MavenMarketing Mastermind is created
for.
Yeah, and it's dirt cheap.
I mean you're getting Leslie,you're getting Caleb, I'm going
to be in there for a long,definitely for the start, to
just lead the teaching topics,and it's not cheap to be on the
roster at Frank and Maven, andso we're giving everybody sort
of a chance to do that as agroup, and I've not been this
(04:51):
excited in a long time.
Yeah, so we're still buildingout some of the components.
If you've signed up and haven'tgotten details, those are
coming.
Yeah, it will.
Caleb Agee (04:55):
Officially launch, launch coming june.
Um, the signups are open.
Uh, and there's an, there's afounding member discount you can
get it for $99 for life.
Brandon Welch (05:05):
Do you hear that?
Nate the camera guy?
Caleb Agee (05:07):
The street rate after that will be $249 to start
yeah $249.
That's right.
So if you want to get in thereearly, you've got basically one
week left, yeah, and then we'llbe as you kind of drop in there.
It's being built as time goeson so you'll see more things
kind of build around it.
You see the calls start to getscheduled out.
It's going to be exciting.
Brandon Welch (05:27):
You know this is cliche, but you could literally
be on the ground floor of a newopportunity.
And here's the thing If you'rein that and you're like man,
this hasn't really done what Ithought it was going to do.
We're going to give you yourmoney back.
We're not here to keep themoney, we're just trying to keep
the lights on and the serviceis going for that part of our
mission this podcast, my book,our masterminds and, over the
(05:57):
years, a lot of the freestrategy sessions we've done.
It is for the why of RankinMaven, which is that we exist to
help entrepreneurs confidentlygrow without wasting money on
advertising, and so that's whatthis is all about.
We're just unreasonably excitedabout that.
It has to do with my originstory and a lot of the heartache
that I experienced trying togrow my family's business many
years ago and then just kind ofcoming into this process of how,
when advertising and marketingworks, why it works, and it's
(06:19):
not what you think it is.
So that's what this podcast hasbeen about.
That's what the last 100episodes has been about, and
that was a long intro to theother half of the 100 marketing
lessons that we have taught overthe last two years have not
missed a Monday.
I'm proud of that.
I'm proud of that.
I don't know if there'sanything I've done more
consistently.
Caleb Agee (06:38):
I dare say not even church In your whole life, yeah,
yeah, whole life.
Brandon Welch (06:41):
Yeah, yeah.
So thank you, caleb, thank you.
Caleb Agee (06:43):
Thank you, nate, the Camera Guy, proud of you guys.
Brandon Welch (06:45):
And without further ado, look up the word
ado.
I wonder what ado was the otherday.
You should look it up, butwithout further ado.
Lesson 51 that we taught almosta year ago was how to measure
the effectiveness of TV andradio advertising Probably one
of the biggest questions I'vegotten in our entire career, and
(07:05):
definitely here at Frank andMaven.
We, for the record, are 100% inon all media, so there's a way
to make every one of them work.
But each one of them has theirplace and each one of them has
their sweet spot, and when we'retalking about broadcast being
tomorrow media, I promise thisis going to be the longest one
of these lessons.
It's a tomorrow media and whatwe talked about in that episode
(07:27):
is its best use is to make youthe most famous and favorable
option in your market famous andfavorable, but that doesn't
happen overnight.
There are seven clues along theway that when you're starting
broadcast which just feels likeyou're just throwing a bunch of
money out, and you're like, isthis working?
There are seven things you willstart to see that can maybe
(07:50):
help you hold onto thatconfidence and get you through
the?
is this working phase, thechicken out period, right?
And those seven clues areincrease direct and organic
traffic on your website.
You're looking at GA4, lookingfor direct traffic and organic
traffic.
When those things go up at thesame time, that's how you know
your brand awareness isincreasing.
Increase conversion rate onyour website.
Ask a nerd They'll help youfigure it out.
Increase sales closingpercentage in your actual
business because people havemore confidence in you because
(08:13):
you're famous and favorable.
Decrease lead costs on otherplatforms for the same reason.
They find you on anotherplatform and you might want to
go oh, that was a Yext or a Yextlead or some directory lead,
but those tend to get cheaperand more effective because
people choose you more with lessscrutiny, and that conversion
rate goes up.
Number five is more repeat andreferral business.
(08:36):
You can count on that happeningthe more you're making noise.
Six is competitors chasing you.
This happens all the time.
We start campaigns and then sixto 12 months later, we have a
competitor trying to knock offor do something creative, or
they never had a jingle beforeand they're trying to knock off
our jingle.
It's annoying, but it's good.
It's annoying and it's likeit's pathetic really.
It's sad because they never doit as good as you.
Seven faster growth rateannually.
(08:58):
You will see that if you lookup 12 to 18 months after, you'll
look back and go, wow, I'mgrowing faster than I used to be
.
And those are the seven cluesalong the way.
That was episode 51, how tomeasure your effectiveness in TV
radio advertising, and Caleb isgoing to take one-tenth of the
time to tell you about the nextone.
Caleb Agee (09:12):
All right.
Episode 52 was six pitfalls ofbusiness and how to avoid them.
With Zach Hoskins, theintegrator of all integrators.
He told us that most businessesfail because of unclear
priorities, scattered focus andpoor leadership.
All that is fixable withintentional systems and
accountability.
(09:32):
Love that.
Brandon Welch (09:34):
That is speaking your love language.
Episode 53 was CommitmentChanges Everything.
That was our one-yearanniversary special.
We talked about sticking to themission even when it's hard.
We talked about how we keepshowing up and doing this stuff
for you, and mission-mindednesswould be the biggest thing.
If you don't have a mission, aunifying mission that every
single person in your companycan tell you about, that's where
(09:56):
you need to start and itseparates the businesses that
last from those that burn out.
Caleb Agee (10:01):
Yeah, episode 54 was seven ways to increase your
appointment set rate.
Increasing it is all aboutspeed, clarity and follow-up.
Respond fast, simplify youroffer.
Don't let the leads get cold.
Go watch that one again.
Brandon Welch (10:16):
Everybody needs to watch that one again.
55 is why joy will grow yourbusiness.
Featuring Nate White, one ofthe most joyful men I've ever
met in my life.
He exudes entertainment.
He is just the coolestguitar-playing dude and, like
hey, his guitar playing in thatepisode was worth the price of
admission.
Yeah, but he talks about.
Joy isn't just a nice-to-have,it's not just a ooh, I like that
(10:39):
person.
It's a strategic advantage thatgives your team energy to
improve culture and drivelong-term growth.
And if you're looking for amathematic reason to invest in
that, close rates, higher closerates.
People that have joy havehigher close rates.
Caleb Agee (10:51):
Yeah, episode 56 was how to write words that
stimulate and sell With thebrilliant Leslie Clark.
With Leslie Clark, she taughtus that words that focus on
transformation, emotion andclarity, speaking to real human
desires instead of just productfeatures, those are the ones
that sell it's a great episode.
Brandon Welch (11:11):
Yeah, it's a great.
Episode.
57 is how to lead your companywith strong vision.
A clear vision is the filterfor every decision.
We had to learn that the hardway here.
It cost us many years ofheartache, I'll just say, and,
frankly, profitability.
But when you have a strongvision and you can filter hey,
should we do this?
Does it help us achieve ourvision?
It immediately clears up anyemotional decision-making that
(11:38):
you have and says oh, it'seither on mission or it's not,
or on vision or it's not.
Caleb Agee (11:42):
Episode 58, how to get more customers today.
Um, really, we talked about inthis, in this episode, to give
really a limited time offer.
Um, if you, if you want toshake the tree, as it were, you
can?
Um focus on a direct responseusually some sort of offer
limited time.
Create this urgency and youwill you will um really give
(12:05):
people the ability to act now,where maybe they've been
dragging their feet?
Brandon Welch (12:09):
Yes, Love this episode.
Your sales process probablysucks was episode 59 with Brad
Pierce Brilliant dude.
I had the pleasure of meetinghim in a CEO advisory group.
He came in from out of town.
We paid him a ton of money tocome in and then he agreed to
graciously do a podcast with us.
The takeaway there is that mostsales processes fail because
they're too generic.
(12:29):
Great sales come fromcustomizing your pitch to the
customer's real pain points, andhe will teach you how to do
that if you just go back andlisten to that episode.
Caleb Agee (12:36):
Episode 60 was don't buy TV and radio ads until you
listen to this, and I stillbelieve that is true.
You should go check this out Ifyou're considering buying TV or
radio or if you need to remindyourself why, you're doing it.
We would tell you before youspend on TV or radio, make sure
your message is tested, youraudience is defined, your goals
are realistic or you'll wastemoney fast.
(12:57):
Did you have Megan on that, orwas?
Brandon Welch (13:00):
that.
Caleb Agee (13:00):
I can't remember who was the guest on that, if it
was me or Megan.
Brandon Welch (13:05):
I think that one was you.
We did a different one with.
Caleb Agee (13:06):
Megan, that was a very strong episode.
Message is one of the mostpivotal parts.
Brandon Welch (13:16):
You can make the best buy, but if you don't have
a strong message, you can wastea lot of money.
We talk about how to test thatmessage with cheaper medias in
that episode Three things smallbusiness leaders should be doing
right now.
Episode 61.
Were you doing those things?
Go back and find out.
Small business leaders shouldprioritize clarity in their
messaging, invest in consistentmarketing and make the fastest
decisions possible to stay ahead.
That was just kind of observingthe sluggish world that a lot
(13:39):
of business owners are waking upin or were waking up in then.
I think that's a season, that'sa theme that we're not able to
escape, and so, even though theelection season is over, like
still political turmoil, allthat is holding us back and you
just need to prioritize clarityin your messaging, invest in
(14:00):
consistent marketing and makefast decisions.
Caleb Agee (14:03):
Episode 62, how to close more sales during an
election season.
We talked about during anelection season.
Customers are distracted, theyhold on to their wallets and
everybody felt it, we called itat the beginning of the year.
We called it in the middle ofthe year.
I'm going to go ahead and callit for next year.
Yeah, I mean, it will happenevery single time.
Come September, october,november, everybody grabs their
(14:27):
wallet a little bit tighter andthey slow down.
Well let me see who's going toget elected first.
The way you do that is, yousimplify your message and
amplify urgency.
Maybe some short-term things tobreak through the noise?
Yes.
Brandon Welch (14:40):
Episode 63.
Was Facebook or Google which isbetter for lead generation?
You've been wanting to know.
We talked all about it.
Go back and find out.
Short answer is both platformswork, but Facebook is best for
interruption-based awareness,while Google wins for the finish
line, high-intent searchesready to convert.
One is way more expensive perlead than the other.
Can you guess which?
Google, yeah it's Google.
(15:01):
Yeah, I was like Sorry, Icaught him off guard.
He was reading the next one.
Episode 64 was.
Caleb Agee (15:05):
Hey, 64 was four questions that will work
miracles in your advertising.
I love that episode.
Asking the right questions,digging into your customer's
pain, needs, pains, hopes andfears, understanding all of
those things will help you writepowerful ad copy that converts.
Brandon Welch (15:18):
Let me just say it's never.
It's never.
I've been doing this millionsand millions and millions of
dollars worth of marketing.
It's never.
Is this platform the thingscrewing me over?
It's not.
Caleb Agee (15:29):
There are better platforms than others there are
ones that will be more fruitfuland productive, better ways to
place on the platform probably.
Brandon Welch (15:35):
For any given objective, right, there are
better ways to use the tool, butit's always, always, always
about did you connect with ahuman being and did they believe
you had a better life for them?
Yeah, and so ask, when yourmarketing is not working or
something is out ofprofitability, say, how am I not
clarifying the better life Ihave for them?
And then, on the media side,how am I not maybe reaching them
(15:57):
at the time or in a way thatwould allow them to see that 65
was the Happy Entrepreneentrepreneur featuring Mark Long
Love this guy.
He's built several businesses.
He's in the middle of buildinganother one right now and just
one of the happiest dudes I'veever seen.
His former life was a lawenforcement guy.
He's seen the ugliest ofhumanity, he's seen the best of
(16:22):
entrepreneurship, and he justtalks about aligning your work
with your purpose to protectyour joy, not just your profit.
And that was just a really coolepisode.
Caleb Agee (16:30):
Episode 66 was buying leads versus creating
your own.
So you can go to these.
You can go to these sites wherethey have, you know, like an
Angie's list, or they've got allthese different.
It's Angie now I guess you canbuy your leads and that may give
you some short-term results,short-term satisfaction, but it
will cost you a lot more.
And we talked about how, if youcan build your own lead
(16:54):
pipeline, that people are comingto you, to your website,
calling your phone line, it's somuch more powerful, obviously.
Brandon Welch (17:00):
Bees emit their own game.
And you'll have a much longerterm success 68 was three TV
campaigns we're loving right now.
I believe that was you and Kylethey let me out for a minute
and some great national adcampaigns give us an opportunity
to say what's being done at thehighest levels.
How are they making peoplelaugh, cry and see the value in
a product?
And there's a lot we can learnfrom that.
(17:20):
And Kyle and Caleb broke outlittle bit of an old school
thing.
Caleb Agee (17:47):
Everybody's trying to piecework their marketing.
But there is so much beauty.
Usually the things that are oldand the classic ways that have
stuck around for hundreds ofyears those are usually the good
things.
And so come back to that.
It's in Ecclesiastes.
It is Agency of Record.
Agency of Record, I think it'sTo that.
Brandon Welch (18:03):
It's in Ecclesiastes it is Agency of
record, agency of record Thoushalt have yeah, yeah, so A time
for agencies, a time forvendors.
Caleb Agee (18:09):
Yeah, there you go.
Is that how it goes?
A?
Brandon Welch (18:11):
time for posts and cost per point negotiations.
Caleb Agee (18:13):
Yeah, I've read that somewhere, I think it's in
there.
Brandon Welch (18:15):
Yeah, first Caleb 22, maybe, hey, I.
So I was on the phone thismorning for two hours on behalf
of a client who was about tospend an unreasonable amount of
money and I would just say, justin the last couple of weeks
there's 20 or 30 hours worth ofwork put into just thinking
through that client's bestinterest, and that was many,
(18:45):
many conversations and emailsand back and forths just to make
sure this client was doing thebest thing.
And we found out not todownplay their own intuition and
abilities, but they have betterthings to do in their business.
Caleb Agee (18:55):
They're really good at what they do.
Brandon Welch (18:56):
If they had just followed the salesperson's
desires.
It's not that salesperson wasbad, it's just we asked a lot of
clarifying questions and got away, way, way better deal.
I think we got $40,000, $50,000worth of extra stuff they
wouldn't have gotten.
So that's what a good agency ofrecord could do for you.
We talked about 68.
69 was.
(19:16):
Can social posting replace yourad budget?
The answer is yes, but you'vegot to be dadgum remarkable.
We talked about a really,really, really good company
doing that and they spendmultiple six figures a year
producing social content.
That gets them more bang fortheir buck than probably what
they would get on a traditionalchannel.
Caleb Agee (19:39):
But it wasn't.
There's no such thing as a freelunch.
They had to invest in multiplesalaries and training and talent
.
Brandon Welch (19:43):
Yeah, yep, so that's a really great episode
with our buddy.
Yeah, or about our buddy.
Caleb Agee (19:47):
Episode 70 was with Kyle DeVries what the heck is
going on with Google LSAsBrandon and Kyle talked about.
Lsas keeps changing the game.
It's still a newer thing.
It's only a few to five years,depending on what market and
industry you're in.
Those are the first position onmost local service searches, so
(20:07):
it's important to know to bethere if you want to be there to
test it, if you should.
And the big thing we wereseeing there is you can't
dispute a lead anymoreautomatically.
Now it's an AI.
It listens to the conversationor reads the messages and
decides whether or not, it'sworth it.
Brandon Welch (20:25):
That's why you listen to the Maven Marketing
Podcast is because when thingsget wacky, we're way ahead of
you.
We've probably been looking atit for weeks or months ahead and
we bring you the facts.
Caleb Agee (20:35):
The new thing is there's a five-point rating
system.
If you click on the lead and,based on that lead, you can give
it a one to five stars,basically, and based on that
lead, you can give it a one tofive stars, basically.
So if it's bad, give it a onestar.
It doesn't mean it's going tofix everything.
They're not going to give youyour money back because you gave
it one stars, but hopefully youtrain the algorithm to not give
you those leads again.
Yes, that's new.
(20:56):
That is good.
That was a bonus.
I got you a bonus.
Brandon Welch (20:58):
That was episode 102, I think 71, was how to cash
in on your brand equity.
You build brand equity byearning trust and you do that
with consistency, and then youcash in on it by reinforcing
that trust in a high-stakescampaign, meaning something with
a limited-time offer, and wetalk a lot about the tomorrow
customer.
Build, build, build, build,build and they will come, but
there are times you can just gookay.
(21:19):
Well, I've got a bunch of moneysitting over here in this
mutual fund.
I'm going to take a little bitof the dividends and do
something cool.
Caleb Agee (21:27):
Add on to my house.
Brandon Welch (21:28):
Add on to my house, don't remind me.
So that was episode 71, how tocash in on your brand equity.
Caleb Agee (21:34):
Episode 72 was how to spot business trends before
your competitors Love that one.
So real business trends are notmeasured in days and weeks.
I'm going to say that one moretime.
Actual business trends are notmeasured in days and weeks.
I'm going to say that one moretime.
Actual business trends are notmeasured in days and weeks.
They are measured in months andyears.
And so what we did is wepractically showed you when you
feel something off, leads aredown, business is down, things
(21:56):
are bad, things are great.
It could be a good trend.
Usually, we notice the negativemore than we notice the
positive.
We ride the high, we complainin the low.
Don't look at compared to lastweek.
Yeah, could be seasonality,could be an economic trend.
Look at it compared to lastyear and the year before that.
If you've got the data, compareit to month over month.
Compare, or look at all thedifferent ways.
(22:18):
Look at your global trends,your industry trends.
Brandon Welch (22:24):
I remember thinking that episode could have
been an entire like collegecourse because we were teaching
some, really frankly, stuffwe've learned under fire, but
just some really, I think,mature ways that people way, way
way smarter than me have taughtme to look at business trends
and we just that's like, like a,that's like a thing we don't
always talk about because it'snot marketing and people don't
(22:46):
ask us to talk about it, butit's like and if you really want
to know what's going on, thoseare some of the indicators.
Caleb Agee (22:51):
that's kind of the lenses you look at.
Brandon Welch (22:53):
so um episode 73 was are you ignoring half your
customers?
Uh, that was all about thepsychology of different
personality types and introvertversus extrovert, and we give
you tactics for speaking to each, because if you can do that,
there's one of them that's wayharder to speak to than the
(23:13):
other.
And if you can do that, youwill easily grab market share,
because most of your competitorsMight be harder for you, just
kidding, if you can learn.
yeah, exactly, if you aremarketing to introverts, it
sounds like a weird thing andmost salespeople are like, oh,
that takes a lot of energy andmaybe it does for you, Because
if you're a salesperson, you'relikely an extrovert.
But if you can speak thelanguage of people who are
(23:35):
processing information beforethey want to talk, holy smokes
will you have an advantage inthe market.
Caleb Agee (23:40):
Talking about a split of like 49% and 51% of the
population, it's basically halfand half in the market.
Talking about a split of like49 and 51% of the population,
it's basically half and half.
Um, and then episode 74, wecontinued.
We were using the Myers-Briggspersonality type indicator in
both of these episodes to, justas a model Um, and we talked
about feelers and thinkers.
Um, we also talked about theother sections, but that was the
main, the main one on episode74.
(24:01):
And when you can use yourmarketing, usually you need to
inject your marketing withfeelings, emotions.
Everybody's a feeler, that isjust the reality and then
justify with logic.
That's usually the entry point.
However, when you are trying todo maybe more of today
marketing, you're going to endup just probably going with
(24:23):
logic.
It's a little more.
There's definitely feelingsinvolved.
Both are needed.
You're going to end up justprobably going with logic.
It's a little more there'sdefinitely feelings involved.
Brandon Welch (24:31):
Both are needed.
But you're going to probablyjust say, hey, it's cheaper,
yeah, right, yes, and that's alittle more thinky Again.
If you can do both of thosethings, you get more of the
population.
Episode 75, but what if I'mselling B2B?
I think this is a response.
They're like hey, how do Iapply these things to B2B?
And we're just like you knowwhat we need to do?
A whole B2B sales episode,because a lot of people we serve
are B2B, we are B2B and so,even B2B, you're still marketing
to people.
Just because they put on a suitdoesn't make them not human.
(24:53):
And so we talked about how toapply the best principles for
getting more B2B sales.
Caleb Agee (24:58):
Episode 76, radical Generosity 12 Moves to Make the
Happiest Customers in the World.
Bottom line.
When you go above and beyondwith radical generosity, you
don't just satisfy yourcustomers or make a big show
about it.
You get to change the world,and that is a beautiful thing.
This business should be aboutmore than just money and it
(25:20):
should be about a mission.
Brandon Welch (25:22):
The loyal fans and the people throwing money at
you is a total byproduct and itshould be the least exciting
thing about that.
It's like you got to go homeand go, man.
I made some people freakinghappy today.
I changed the trajectory oftheir day, their week, which
could have made a positiveincrease in their marriage, in
(25:44):
their household, in theirchildren, in their community,
all those things.
That's a really cool episode.
Episode 77 is how to Make your2025 Marketing Plan Part 1, part
2, and Part 3.
This is at the end of the year.
These are mainstays.
Those episodes are becoming thecourses that we're teaching in
Maven Marketing Mastermind.
They are a verbalization andmore of a crystallization of the
(26:07):
principles we've been teachingin the book and, more
importantly, the things that wehave used to literally like when
a business comes in here,whether they're doing $5 million
or $100 million in revenue, andthey want to grow, that is what
we go to.
That is our playbook and weliterally gave it away.
I don't recall charging for anyof these episodes.
That is our secret sauce and wejust go through it step by step
(26:28):
by step.
I've had random collegeprofessors reach out and say I
love this stuff.
I wish this was in a curriculumand I'm not trying to toot the
horn here, but I am saying thatis really, if there's any
consistency to the results thatwe get for our clients, it is
because of the things we talkabout linearly and specifically
in those three episodes.
Caleb Agee (26:48):
If you want Maven Method 101, that is the course.
Yes, sir, and so biggest thingis it follows our order of
operations.
So strategy is first what arewe trying to make happen?
Then the message who are wetalking to?
What do we need to say to themto offer a better life?
And then media is the lastpiece of that.
Depending on what our strategyis, where do we find those
(27:11):
customers?
Yes, so that's three episodesEpisode 80, 25 Marketing Tactics
for 2025.
Big surprise the degree towhich you are consistent and
attractive and motivating insomeone's life is the degree to
which you win, both in life andbusiness.
Wow.
Brandon Welch (27:31):
Inconsistent yeah .
Caleb Agee (27:32):
That was a direct quote from one Brandon Welch Was
it?
Brandon Welch (27:35):
Yeah, really Wow, I was about to say was that
Confucius or something, or wasthat confusing?
Confucius, confucius, that's.
Yeah.
Caleb Agee (27:44):
we pulled out all the stops.
Brandon Welch (27:46):
I remember us having, for whatever reason,
more time those weeks and wejust pulled out all the stops
and put in lots and lots ofhours to just pull in our best
advice for you.
So I think they're stillrelevant in 2035, all the things
we talked about on that episode.
Number 81 was the helicopterboss.
You know me, that's a funlittle pun there.
How to finally let your teamtake the wheel in 2025.
(28:08):
I don't know, Helicopters don'thave wheels.
They have cyclics.
But if you want your team tolead, stop hovering, give them
clarity, tools and trust andthen step back and let them
drive, and Caleb is working onme every day to help him do that
.
Caleb Agee (28:20):
Oh, okay.
Brandon Welch (28:20):
Help me help him do that, or, sorry, help him,
help me help our team.
Help Nate Get over yeah,Valerie, help Get me out of the
way is the better way to say it.
Yeah.
Caleb Agee (28:32):
Episode 82, three marketing plans that made
millions last year.
So we once again just opened upthe book and we took actual
marketing plans with actualnumbers, with actual budgets,
with actual revenues and showedyou, I think.
Brandon Welch (28:47):
we anonymized the name of the client and that's
all we did.
Caleb Agee (28:49):
We showed you exactly what they did we took
one actually was a couple ofyears old and we got to see what
became of them when they didthis.
We took one that was actuallyfrom last year, so it was really
really cool to show you howmuch they spent, what was their
cost of marketing, the resultsthey got from all of that and
(29:10):
how we did the math kind of atthe beginning of the year to
estimate expected results andhow it all turned out.
That is a really cool episode.
Brandon Welch (29:18):
That's helpful for a lot of people that are
like okay, you guys are nerdsand I get all the theory and I
can hear that over and overagain, but what does it actually
look like?
That was what it actuallylooked like.
83 is 15 statistics that willmake you a better sales pro.
It's just being aware thatnumbers don't lie and most sales
are won through persistence andpersonalization, not tactics or
luck, not even charisma and notslick pitches.
(29:41):
For sure, there are somealarming things going on in
sales culture.
It's why most people areburning out of it.
The emotional state of mostbuyers in most categories is
different, and so for a longtime we coasted.
Salespeople could coast, andit's just not as productive as
(30:03):
it used to be, and so we sharedsome alarming information that
hopefully motivated y'all salesfolks to put some focus in some
different areas.
Caleb Agee (30:13):
Yeah, episode 84.
Brandon Welch (30:15):
It's a good episode for your salespeople, by
the way.
Caleb Agee (30:17):
Yes forward that to them.
It's a good watch.
Episode 84, how much shouldyour marketing budget be?
So we talk about how tocalculate your marketing budget
be.
So we talk about how tocalculate your marketing budget
really forwards and backwards.
There's a couple of differentways to look at it, based on
your goals and based on whereyou are today, and so we showed
you kind of how we approach that, because it's a nuance.
(30:37):
It's not this is an org.
It's an organization, but it'skind of like an organism.
It's growing yeah so you yes,you want to know where it's
going to be.
You also know where wherepractically is today and what
can you tolerate?
What can you afford?
Brandon Welch (30:51):
yes, 85 was how to be a more productive marketer
.
Great marketers stay productiveby narrowing focus, batching
the creative work that's a bigone and avoiding the trap of
chasing every new idea.
Uh hey, that was for everybodywho gets all the crap that
sounds like marketing thrown atthem and it's like, oh, you're
the marketing person, you shoulddo this.
That's a really good episodefor you.
Caleb Agee (31:11):
Episode 86.
How to make your ads more likeSuper Bowl ads.
So we talk about how Super Bowlads stick because they're
simple, emotionally charged andbuilt around a message that
people can't forget.
The good ones are at least.
That's why we enjoy them.
They spend more time makingthem awesome.
Brandon Welch (31:28):
Yes, millions.
87 was marketing can only dothree things.
The most simplifying processthat was given to me by one of
my favorite bosses marketing canonly create awareness, build
trust or drive action, or whatwe say it can only.
What we actually say in theepisode is it can only steal
(31:48):
market share from a competitor,from somebody who's going to buy
from them, but they buy fromyou.
You can bring somebody to thecategory they weren't buying
your category, but they're goingto now because you talked to
them.
Or you can make them do repeatbusiness and when you realize
when you're having a challengeor you're wanting to improve an
area of your marketing, you gookay.
Well, it can only do one ofthese three things.
So which one am I wanting tofocus on?
Caleb Agee (32:07):
It's clarifying yes, episode 88, how to immediately
differentiate your brand.
You instantly stand out whenyou stop trying to sound like
everyone else and boldly saywhat your competitors want.
Brandon Welch (32:20):
Give them behind the curtain.
89 was how to make your adsimpossible to ignore.
We talked about emotion,breaking patterns and feeling.
Writing ads specifically to oneperson, not to many.
Don't get caught in ad speak.
Speak specifically to oneperson.
Caleb Agee (32:36):
Episode 90 was.
I don't know who needs to hearthis, but fill one glass at a
time.
This is our little mini serieswe started this year.
Brandon Welch (32:45):
Quick episodes yeah, 10 minutes or less.
Caleb Agee (32:47):
probably you might be doing too much.
This is the lesson.
You might be doing too much.
What is the one thing youshould focus on and optimize
right now, before moving on toanother?
Ask yourself that.
Brandon Welch (32:59):
Yep, it's a core value here and it's a very, very
wise hack.
91 was TV and radio.
Ads are the answer to yourGoogle problem.
We got some hate mail on thatone.
When your Google ads aren'tconverting, the real fix is
probably finding going up thefunnel and making yourself more
famous and favorable.
(33:20):
Be the person they think offirst and feel the best about.
As Roy Williams says, tv andradio are currently the best
medias to do that in mostgeographical markets because for
the least amount of money theyreach the most amount of people
intrusively.
Caleb Agee (33:36):
Episode 92.
Stop asking how did you hearabout us and do this instead.
We talked about not trying tohow.
This question how did you hearabout us creates a confirmation
bias.
We looked at.
Even the psychology of askingthis question causes people to
change their answer because youasked the question.
They don't even know how toanswer it properly.
(33:56):
There's a confirmation biasinvolved and instead we can
actually look into some largertrends, instead of just one
question to help us attributeour marketing and know that it's
working.
Brandon Welch (34:09):
Yes, 93 was.
I don't know who needs to hearthis, but another 10-minute
episode.
Keep showing up Success inmarketing, business, marriage,
church, friendships, hobbies,aviation, music, teaching,
school of any kind, health Guys,it's just you keep showing up.
(34:31):
That's what we're doing here,and so just a little bit of a
reminder of that.
So go ahead.
94.
Caleb Agee (34:36):
Episode 94 was the single biggest waste in
advertising.
Is you spend all this money toget a customer who wants to talk
to you and the person whoanswers the phone Is lame?
Yeah, you catch them on theirworst day, or maybe it's their
best day, and it's not a verygood day in general, without
intention.
Make sure you answer yourphones well.
Brandon Welch (34:55):
Because you've already spent the money.
Caleb Agee (34:57):
You've already spent the money that is your time to
keep it or throw it away.
Brandon Welch (35:00):
Yep, episode 95 was rituals and rhythm are
equivalent to revenue growth.
Rituals and rhythm equalrevenue growth.
Our alliterations areexhilarating, but they're tough.
They're tough on the tongue,rituals and rhythm create
structure, accountability andmomentum.
We talked about what are thethings you're doing inside your
(35:21):
business weekly, maybe evendaily, to drive a certain
observable standard.
We have a lot of them here atFrank and Maven, but a lot of
companies just show up and thenthey get to work and then they
don't ever have any glue that'stying the team together.
They don't have any order ofoperations and we just talked
about how to create some ofthose, because it truly drives a
(35:44):
better culture, drives moreconsistency, more predictability
, less turnover, less turnover,less turnover in both customers
and people.
But you have to do it for theright reasons.
But building those up, that'sone of my more favorite episodes
.
Caleb Agee (35:58):
Yes, love it.
96, don't get burned.
11 things to know beforerebuilding your website.
This is a powerful episode.
In general, we talked about allthe questions you need to ask
when somebody is pitching you awebsite or telling you you need
a new one.
All the questions you shouldask who owns it?
Who's going to update it?
What's going to happen afterthis Could?
Brandon Welch (36:19):
save you tens of thousands of dollars of
heartache of either making thewrong decision with the wrong
vendor or not, or possibly noteven needing a website, like you
think you do, yes, or making awebsite that is worthwhile in
producing a better sales result.
Yeah, like that, please don'tbuild a website to listen to
that episode.
Yeah, it's the advice we wishour clients would have heard
(36:44):
often before they come to uswith a very expensive but very
unproductive site.
Yeah, so CPMs 97.
What are CPMs?
It's the gas mileage of yourmarketing.
We just talked about how tolevel all forms of marketing and
use math to kind of pick thebest result for what you're
trying to do.
So just a kind of a one-on-onelesson.
(37:06):
The closer to the purchase, thelower in the funnel you get the
more expensive Blows my mind howmany college kids we see that
aren't being taught that.
And it's a really simpleconcept.
It's third grade math and wheneverybody sees it like we
actually taught it last week andeverybody's like oh, I never
knew that, it's like I mean, I'mnot trying to be mean, but that
should be the basics of media,like it's the basic thing,
(37:31):
episode 98, your secret weaponfor closing more sales.
Caleb Agee (37:35):
Your job in sales is not just to get to the decision
maker.
Yes, you have to.
They make the decision by name.
Your job, if you want to closemore sales, is to win over first
the inside champion.
Brandon Welch (37:48):
The inside champion's great episode.
That's why Caleb is here.
In a roundabout way, I won overhis inside champion.
Caleb Agee (37:57):
And also I was an inside champion for a former
client of yours.
That's kind of how you got toknow me.
Brandon Welch (38:01):
That's true, wonderful things happen when you
love the inside champion.
Episode 99 is how to make yourbusiness rank on chat GPT,
probably the most topical.
I bet our click-through rateshaven't looked, but I bet
they're wild on that one becausenot that we're the only one
saying it at this point, but webrought it down to a small
(38:23):
business level.
Most people are talking at ahigh nerd level on ChatGPT and
we're like hey, what we areseeing across the board organic
traffic in general.
No matter what your website orhow good or bad it is, whatever
it's doing, you're losingtraffic because more people are
picking up GPT to say who's thebest roofer in town or who's the
best attorney or what do I needto know, and obviously you want
(38:44):
to be on that list because theyare linking to resources, chat.
Gpt is a generative product, orany of the other AIs it could
be Gemini or any of those, butthey are still referencing local
links.
And so we talked about whatwe're doing to help our clients
rank there and what you need tobe doing on your websites to
make sure that you're one of theinfluential links on the AI
(39:08):
tools.
That was through Episode 99.
Last week was just the first 50lessons, so what I hope is that
you heard one of those and youwere like you know what.
That is something I'm needingand I would love to hear are
there any of those topics thathave been helpful to you?
Give us a little love, pullover and say you know what I
(39:30):
really liked when you talkedabout this.
Caleb Agee (39:31):
That's helpful for us.
Drop a comment of which episode, what subject, what topic has
been the most helpful for you,because that would help us to
create more content that's morehelpful for you.
Brandon Welch (39:43):
Yeah, and we can't wait to see some of you in
the mastermind.
Emails are coming next week onhow to you know the links, the
times we're thinking about doingthat Wednesdays at noon yeah,
and just show up, and you knowit may start with fewer people
in there, which will be funbecause we'll get to have more
one-on-one conversations, butit's going to evolve to
(40:03):
everybody's bringing theirmarketing thing and you learn
when you watch other peoplelearn.
That is actually probably themore powerful form of learning.
It's one thing to get yourproblem solved, but when you see
other people bring things youprobably haven't even thought of
or experienced yet, that isgoing to be a huge gift.
Caleb Agee (40:18):
You play this little game in your brain where you're
like how would I solve that?
That's a good question.
Brandon Welch (40:22):
By the way, the people who are, I guess, the
direct beneficiaries of allthese methods and stuff we talk
about, because they're ourclients, they're the people
we've built this with.
A lot of them will be showingup at that mastermind.
If you're an FM client, you getinstant access to the
mastermind.
Caleb Agee (40:40):
You are part of it, you've helped us build it, so,
um, that will be coming as well,maybe if you'd like to, if
you'd like to sign up, you cango to maven method trainingcom
and uh, we have the $99 dealrunning through the end of this
week, so get in there.
Brandon Welch (40:58):
Yeah, guys, that was a another long-winded
episode, but now you know whatwe've been up to and if you've
been here for most of that, oreven a little bit of it, we are
so grateful for you that you areallowing us to fulfill our
mission.
We want your feedback, we wantyour hey, what about this?
We want your questions.
We are modeling these episodesoff of what we see happening in
(41:18):
real life in front of us.
We get the vantage point ofdozens of companies we work with
and just we're bringing theproblems we're already solving
for them and giving thoseanswers to you.
But if there's something you'restuck with, maven Mondays at
frankandmavencom that's how youget your question answered on
here.
And check outmavenmethodtrainingcom.
We cannot wait to share moreabout that.
(41:39):
But that's going to be thein-depth workshop where we
really help you make more impactin your marketing.
Yeah, so we will be back hereevery week, as we have been for
101 weeks Answering yourreal-life marketing questions.
There it was, so you caneliminate waste in advertising
because marketers who can'tteach you why are just a fancy
(42:01):
lie.
I got it out.
I'm going to go drink somewater.
Have a great week.
Welcome to the Maven Marketing Podcast.
Today is Maven Monday, episode101, folks 101.
I'm your host, Brandon Welch.
I'm joined by Caleb.
Big Biscuit, AG what you said,Big Breakfast.
I imagine a biscuit was inthere.
Caleb Agee (00:22):
I went to so we called it our old man breakfast.
You know, village in bad coffeeeggs and bacon.
Brandon Welch (00:30):
We love village in for the record.
Caleb Agee (00:31):
But like breakfast.
It's bad coffee in a good way.
Yes, you know, it just feels ittastes like not bougie coffee.
Brandon Welch (00:38):
It's you know what it's good coffee, not
bougie it tastes like 250 yearsof America.
Yeah, it does.
Caleb Agee (00:44):
You know, just all bottled up into a metal.
What is that called?
A carafe?
Carafe, there you go.
Okay, you know what I'm saying.
Pour it yourself, yeah, becausewe'll pour the first cup, but
you're doing the rest after that.
Brandon Welch (00:56):
He had a big breakfast.
I'm starving myself for aprocedure I have momentarily
Sounds concerning it's just athing you got to not eat for.
Yeah, interesting.
They said interesting.
You hear that.
Well, it's explainable.
Okay, I'm not allowed to drinkwater for the next several hours
(01:17):
.
Caleb Agee (01:18):
Well, I didn't bring any water in here, so
solidarity.
Brandon Welch (01:20):
Yeah, hey.
This is the place where weanswer your real-life marketing
questions.
No, we don't do that here.
Episode 101, I don't even haveit.
We help you eliminate waste inadvertising, grow your business
and achieve the big dream I did.
The end at the beginning.
I'm famished.
You got this.
Caleb Agee (01:35):
Yes.
Brandon Welch (01:36):
Yes, hey.
We help you eliminate waste inadvertising, grow your business
and achieve the big dream, andwe've been doing that for 101
episodes.
Caleb Agee (01:44):
Can you believe it?
Brandon Welch (01:45):
It's wild.
We're doing it, holy smokes.
You know, I read something thatthere are two or three million
podcasts in the world that havebeen started and kind of exist
out there somewhere.
Less than 2% ever make it to100 episodes.
Isn't that wild?
That's it, yeah.
So we've been doing that and Ithink they're pretty good.
(02:08):
They're value-packed.
We certainly put a lot of workin them.
That's actually how Nate thecamera guy came to be here.
We were like we can't put thison Carter, we've got to go find
another guy.
And now Nate is doing like 8million times more things and
he's still here and he makes uslook good, yeah, and sound good.
Producer.
Editor.
Moral support let's see.
(02:30):
Counselor.
Caleb Agee (02:32):
Yeah, works us through our things.
Yeah, mostly before For somereason, or afterwards we're like
oh, that sucked.
He's like no, guys, you didamazing.
Brandon Welch (02:38):
Yeah, so 101 episodes, and last week we
started, in celebration of that,a recap of 100 marketing
lessons we've taught and we gotto episode 50.
And we're going to continuedoing this.
And what happens when you dosomething and then you do it
again, you get better.
So this is the better half ofthe episode.
So if you stuck through thelast one, which got a little
long-winded, we've got spicier,punchier points for you today.
(03:02):
And they're going to be recappedin the comments.
You just go back and look forthat episode if you want to hear
more about any of these things.
But real quick, we launched theMaven Marketing Mastermind last
week and we already have peoplesigned up and it's going to be
an awesome community where youcan come bring your marketing
challenges, bring your marketingideas.
(03:22):
Maybe you're running amarketing for an entire company
and you're just a little bitlonely.
I've been there, you don't haveanybody to bounce your ideas off
of.
One of the beautiful thingsabout our agency is that there's
a constant creativecollaboration available if you
want it, and what we've realizedover the years is a lot of
clients just need they havegreat ideas, they just need
somebody to process them throughthat have an objective third
(03:45):
party view.
And then the bonus is that wehave experience doing this
hundreds and hundreds of timesand we've spent gazillions of
dollars testing other people'smoney.
So if you have an idea, if youhave a season of your company
you want to push through formore growth, if you have a full
plate as a marketer or you're amedia salesperson and you're
trying to be the one in yourmarket.
(04:07):
And, by the way, there's a hugeopportunity I've talked to so
many media reps the last coupleweeks the huge opportunity to be
the one that brings good ideas,not just sales packages right.
If you are any of those thingsand you're wanting a community
to hang around, that is what theMaven Marketing Mastermind is
created for, and it's dirt cheap.
I mean you're wanting acommunity to hang around.
(04:28):
That is what the MavenMarketing Mastermind is created
for.
Yeah, and it's dirt cheap.
I mean you're getting Leslie,you're getting Caleb, I'm going
to be in there for a long,definitely for the start, to
just lead the teaching topics,and it's not cheap to be on the
roster at Frank and Maven, andso we're giving everybody sort
of a chance to do that as agroup, and I've not been this
(04:51):
excited in a long time.
Yeah, so we're still buildingout some of the components.
If you've signed up and haven'tgotten details, those are
coming.
Yeah, it will.
Caleb Agee (04:55):
Officially launch, launch coming june.
Um, the signups are open.
Uh, and there's an, there's afounding member discount you can
get it for $99 for life.
Brandon Welch (05:05):
Do you hear that?
Nate the camera guy?
Caleb Agee (05:07):
The street rate after that will be $249 to start
yeah $249.
That's right.
So if you want to get in thereearly, you've got basically one
week left, yeah, and then we'llbe as you kind of drop in there.
It's being built as time goeson so you'll see more things
kind of build around it.
You see the calls start to getscheduled out.
It's going to be exciting.
Brandon Welch (05:27):
You know this is cliche, but you could literally
be on the ground floor of a newopportunity.
And here's the thing If you'rein that and you're like man,
this hasn't really done what Ithought it was going to do.
We're going to give you yourmoney back.
We're not here to keep themoney, we're just trying to keep
the lights on and the serviceis going for that part of our
mission this podcast, my book,our masterminds and, over the
(05:57):
years, a lot of the freestrategy sessions we've done.
It is for the why of RankinMaven, which is that we exist to
help entrepreneurs confidentlygrow without wasting money on
advertising, and so that's whatthis is all about.
We're just unreasonably excitedabout that.
It has to do with my originstory and a lot of the heartache
that I experienced trying togrow my family's business many
years ago and then just kind ofcoming into this process of how,
when advertising and marketingworks, why it works, and it's
(06:19):
not what you think it is.
So that's what this podcast hasbeen about.
That's what the last 100episodes has been about, and
that was a long intro to theother half of the 100 marketing
lessons that we have taught overthe last two years have not
missed a Monday.
I'm proud of that.
I'm proud of that.
I don't know if there'sanything I've done more
consistently.
Caleb Agee (06:38):
I dare say not even church In your whole life, yeah,
yeah, whole life.
Brandon Welch (06:41):
Yeah, yeah.
So thank you, caleb, thank you.
Caleb Agee (06:43):
Thank you, nate, the Camera Guy, proud of you guys.
Brandon Welch (06:45):
And without further ado, look up the word
ado.
I wonder what ado was the otherday.
You should look it up, butwithout further ado.
Lesson 51 that we taught almosta year ago was how to measure
the effectiveness of TV andradio advertising Probably one
of the biggest questions I'vegotten in our entire career, and
(07:05):
definitely here at Frank andMaven.
We, for the record, are 100% inon all media, so there's a way
to make every one of them work.
But each one of them has theirplace and each one of them has
their sweet spot, and when we'retalking about broadcast being
tomorrow media, I promise thisis going to be the longest one
of these lessons.
It's a tomorrow media and whatwe talked about in that episode
(07:27):
is its best use is to make youthe most famous and favorable
option in your market famous andfavorable, but that doesn't
happen overnight.
There are seven clues along theway that when you're starting
broadcast which just feels likeyou're just throwing a bunch of
money out, and you're like, isthis working?
There are seven things you willstart to see that can maybe
(07:50):
help you hold onto thatconfidence and get you through
the?
is this working phase, thechicken out period, right?
And those seven clues areincrease direct and organic
traffic on your website.
You're looking at GA4, lookingfor direct traffic and organic
traffic.
When those things go up at thesame time, that's how you know
your brand awareness isincreasing.
Increase conversion rate onyour website.
Ask a nerd They'll help youfigure it out.
Increase sales closingpercentage in your actual
business because people havemore confidence in you because
(08:13):
you're famous and favorable.
Decrease lead costs on otherplatforms for the same reason.
They find you on anotherplatform and you might want to
go oh, that was a Yext or a Yextlead or some directory lead,
but those tend to get cheaperand more effective because
people choose you more with lessscrutiny, and that conversion
rate goes up.
Number five is more repeat andreferral business.
(08:36):
You can count on that happeningthe more you're making noise.
Six is competitors chasing you.
This happens all the time.
We start campaigns and then sixto 12 months later, we have a
competitor trying to knock offor do something creative, or
they never had a jingle beforeand they're trying to knock off
our jingle.
It's annoying, but it's good.
It's annoying and it's likeit's pathetic really.
It's sad because they never doit as good as you.
Seven faster growth rateannually.
(08:58):
You will see that if you lookup 12 to 18 months after, you'll
look back and go, wow, I'mgrowing faster than I used to be
.
And those are the seven cluesalong the way.
That was episode 51, how tomeasure your effectiveness in TV
radio advertising, and Caleb isgoing to take one-tenth of the
time to tell you about the nextone.
Caleb Agee (09:12):
All right.
Episode 52 was six pitfalls ofbusiness and how to avoid them.
With Zach Hoskins, theintegrator of all integrators.
He told us that most businessesfail because of unclear
priorities, scattered focus andpoor leadership.
All that is fixable withintentional systems and
accountability.
(09:32):
Love that.
Brandon Welch (09:34):
That is speaking your love language.
Episode 53 was CommitmentChanges Everything.
That was our one-yearanniversary special.
We talked about sticking to themission even when it's hard.
We talked about how we keepshowing up and doing this stuff
for you, and mission-mindednesswould be the biggest thing.
If you don't have a mission, aunifying mission that every
single person in your companycan tell you about, that's where
(09:56):
you need to start and itseparates the businesses that
last from those that burn out.
Caleb Agee (10:01):
Yeah, episode 54 was seven ways to increase your
appointment set rate.
Increasing it is all aboutspeed, clarity and follow-up.
Respond fast, simplify youroffer.
Don't let the leads get cold.
Go watch that one again.
Brandon Welch (10:16):
Everybody needs to watch that one again.
55 is why joy will grow yourbusiness.
Featuring Nate White, one ofthe most joyful men I've ever
met in my life.
He exudes entertainment.
He is just the coolestguitar-playing dude and, like
hey, his guitar playing in thatepisode was worth the price of
admission.
Yeah, but he talks about.
Joy isn't just a nice-to-have,it's not just a ooh, I like that
(10:39):
person.
It's a strategic advantage thatgives your team energy to
improve culture and drivelong-term growth.
And if you're looking for amathematic reason to invest in
that, close rates, higher closerates.
People that have joy havehigher close rates.
Caleb Agee (10:51):
Yeah, episode 56 was how to write words that
stimulate and sell With thebrilliant Leslie Clark.
With Leslie Clark, she taughtus that words that focus on
transformation, emotion andclarity, speaking to real human
desires instead of just productfeatures, those are the ones
that sell it's a great episode.
Brandon Welch (11:11):
Yeah, it's a great.
Episode.
57 is how to lead your companywith strong vision.
A clear vision is the filterfor every decision.
We had to learn that the hardway here.
It cost us many years ofheartache, I'll just say, and,
frankly, profitability.
But when you have a strongvision and you can filter hey,
should we do this?
Does it help us achieve ourvision?
It immediately clears up anyemotional decision-making that
(11:38):
you have and says oh, it'seither on mission or it's not,
or on vision or it's not.
Caleb Agee (11:42):
Episode 58, how to get more customers today.
Um, really, we talked about inthis, in this episode, to give
really a limited time offer.
Um, if you, if you want toshake the tree, as it were, you
can?
Um focus on a direct responseusually some sort of offer
limited time.
Create this urgency and youwill you will um really give
(12:05):
people the ability to act now,where maybe they've been
dragging their feet?
Brandon Welch (12:09):
Yes, Love this episode.
Your sales process probablysucks was episode 59 with Brad
Pierce Brilliant dude.
I had the pleasure of meetinghim in a CEO advisory group.
He came in from out of town.
We paid him a ton of money tocome in and then he agreed to
graciously do a podcast with us.
The takeaway there is that mostsales processes fail because
they're too generic.
(12:29):
Great sales come fromcustomizing your pitch to the
customer's real pain points, andhe will teach you how to do
that if you just go back andlisten to that episode.
Caleb Agee (12:36):
Episode 60 was don't buy TV and radio ads until you
listen to this, and I stillbelieve that is true.
You should go check this out Ifyou're considering buying TV or
radio or if you need to remindyourself why, you're doing it.
We would tell you before youspend on TV or radio, make sure
your message is tested, youraudience is defined, your goals
are realistic or you'll wastemoney fast.
(12:57):
Did you have Megan on that, orwas?
Brandon Welch (13:00):
that.
Caleb Agee (13:00):
I can't remember who was the guest on that, if it
was me or Megan.
Brandon Welch (13:05):
I think that one was you.
We did a different one with.
Caleb Agee (13:06):
Megan, that was a very strong episode.
Message is one of the mostpivotal parts.
Brandon Welch (13:16):
You can make the best buy, but if you don't have
a strong message, you can wastea lot of money.
We talk about how to test thatmessage with cheaper medias in
that episode Three things smallbusiness leaders should be doing
right now.
Episode 61.
Were you doing those things?
Go back and find out.
Small business leaders shouldprioritize clarity in their
messaging, invest in consistentmarketing and make the fastest
decisions possible to stay ahead.
That was just kind of observingthe sluggish world that a lot
(13:39):
of business owners are waking upin or were waking up in then.
I think that's a season, that'sa theme that we're not able to
escape, and so, even though theelection season is over, like
still political turmoil, allthat is holding us back and you
just need to prioritize clarityin your messaging, invest in
(14:00):
consistent marketing and makefast decisions.
Caleb Agee (14:03):
Episode 62, how to close more sales during an
election season.
We talked about during anelection season.
Customers are distracted, theyhold on to their wallets and
everybody felt it, we called itat the beginning of the year.
We called it in the middle ofthe year.
I'm going to go ahead and callit for next year.
Yeah, I mean, it will happenevery single time.
Come September, october,november, everybody grabs their
(14:27):
wallet a little bit tighter andthey slow down.
Well let me see who's going toget elected first.
The way you do that is, yousimplify your message and
amplify urgency.
Maybe some short-term things tobreak through the noise?
Yes.
Brandon Welch (14:40):
Episode 63.
Was Facebook or Google which isbetter for lead generation?
You've been wanting to know.
We talked all about it.
Go back and find out.
Short answer is both platformswork, but Facebook is best for
interruption-based awareness,while Google wins for the finish
line, high-intent searchesready to convert.
One is way more expensive perlead than the other.
Can you guess which?
Google, yeah it's Google.
(15:01):
Yeah, I was like Sorry, Icaught him off guard.
He was reading the next one.
Episode 64 was.
Caleb Agee (15:05):
Hey, 64 was four questions that will work
miracles in your advertising.
I love that episode.
Asking the right questions,digging into your customer's
pain, needs, pains, hopes andfears, understanding all of
those things will help you writepowerful ad copy that converts.
Brandon Welch (15:18):
Let me just say it's never.
It's never.
I've been doing this millionsand millions and millions of
dollars worth of marketing.
It's never.
Is this platform the thingscrewing me over?
It's not.
Caleb Agee (15:29):
There are better platforms than others there are
ones that will be more fruitfuland productive, better ways to
place on the platform probably.
Brandon Welch (15:35):
For any given objective, right, there are
better ways to use the tool, butit's always, always, always
about did you connect with ahuman being and did they believe
you had a better life for them?
Yeah, and so ask, when yourmarketing is not working or
something is out ofprofitability, say, how am I not
clarifying the better life Ihave for them?
And then, on the media side,how am I not maybe reaching them
(15:57):
at the time or in a way thatwould allow them to see that 65
was the Happy Entrepreneentrepreneur featuring Mark Long
Love this guy.
He's built several businesses.
He's in the middle of buildinganother one right now and just
one of the happiest dudes I'veever seen.
His former life was a lawenforcement guy.
He's seen the ugliest ofhumanity, he's seen the best of
(16:22):
entrepreneurship, and he justtalks about aligning your work
with your purpose to protectyour joy, not just your profit.
And that was just a really coolepisode.
Caleb Agee (16:30):
Episode 66 was buying leads versus creating
your own.
So you can go to these.
You can go to these sites wherethey have, you know, like an
Angie's list, or they've got allthese different.
It's Angie now I guess you canbuy your leads and that may give
you some short-term results,short-term satisfaction, but it
will cost you a lot more.
And we talked about how, if youcan build your own lead
(16:54):
pipeline, that people are comingto you, to your website,
calling your phone line, it's somuch more powerful, obviously.
Brandon Welch (17:00):
Bees emit their own game.
And you'll have a much longerterm success 68 was three TV
campaigns we're loving right now.
I believe that was you and Kylethey let me out for a minute
and some great national adcampaigns give us an opportunity
to say what's being done at thehighest levels.
How are they making peoplelaugh, cry and see the value in
a product?
And there's a lot we can learnfrom that.
(17:20):
And Kyle and Caleb broke outlittle bit of an old school
thing.
Caleb Agee (17:47):
Everybody's trying to piecework their marketing.
But there is so much beauty.
Usually the things that are oldand the classic ways that have
stuck around for hundreds ofyears those are usually the good
things.
And so come back to that.
It's in Ecclesiastes.
It is Agency of Record.
Agency of Record, I think it'sTo that.
Brandon Welch (18:03):
It's in Ecclesiastes it is Agency of
record, agency of record Thoushalt have yeah, yeah, so A time
for agencies, a time forvendors.
Caleb Agee (18:09):
Yeah, there you go.
Is that how it goes?
A?
Brandon Welch (18:11):
time for posts and cost per point negotiations.
Caleb Agee (18:13):
Yeah, I've read that somewhere, I think it's in
there.
Brandon Welch (18:15):
Yeah, first Caleb 22, maybe, hey, I.
So I was on the phone thismorning for two hours on behalf
of a client who was about tospend an unreasonable amount of
money and I would just say, justin the last couple of weeks
there's 20 or 30 hours worth ofwork put into just thinking
through that client's bestinterest, and that was many,
(18:45):
many conversations and emailsand back and forths just to make
sure this client was doing thebest thing.
And we found out not todownplay their own intuition and
abilities, but they have betterthings to do in their business.
Caleb Agee (18:55):
They're really good at what they do.
Brandon Welch (18:56):
If they had just followed the salesperson's
desires.
It's not that salesperson wasbad, it's just we asked a lot of
clarifying questions and got away, way, way better deal.
I think we got $40,000, $50,000worth of extra stuff they
wouldn't have gotten.
So that's what a good agency ofrecord could do for you.
We talked about 68.
69 was.
(19:16):
Can social posting replace yourad budget?
The answer is yes, but you'vegot to be dadgum remarkable.
We talked about a really,really, really good company
doing that and they spendmultiple six figures a year
producing social content.
That gets them more bang fortheir buck than probably what
they would get on a traditionalchannel.
Caleb Agee (19:39):
But it wasn't.
There's no such thing as a freelunch.
They had to invest in multiplesalaries and training and talent
.
Brandon Welch (19:43):
Yeah, yep, so that's a really great episode
with our buddy.
Yeah, or about our buddy.
Caleb Agee (19:47):
Episode 70 was with Kyle DeVries what the heck is
going on with Google LSAsBrandon and Kyle talked about.
Lsas keeps changing the game.
It's still a newer thing.
It's only a few to five years,depending on what market and
industry you're in.
Those are the first position onmost local service searches, so
(20:07):
it's important to know to bethere if you want to be there to
test it, if you should.
And the big thing we wereseeing there is you can't
dispute a lead anymoreautomatically.
Now it's an AI.
It listens to the conversationor reads the messages and
decides whether or not, it'sworth it.
Brandon Welch (20:25):
That's why you listen to the Maven Marketing
Podcast is because when thingsget wacky, we're way ahead of
you.
We've probably been looking atit for weeks or months ahead and
we bring you the facts.
Caleb Agee (20:35):
The new thing is there's a five-point rating
system.
If you click on the lead and,based on that lead, you can give
it a one to five stars,basically, and based on that
lead, you can give it a one tofive stars, basically.
So if it's bad, give it a onestar.
It doesn't mean it's going tofix everything.
They're not going to give youyour money back because you gave
it one stars, but hopefully youtrain the algorithm to not give
you those leads again.
Yes, that's new.
(20:56):
That is good.
That was a bonus.
I got you a bonus.
Brandon Welch (20:58):
That was episode 102, I think 71, was how to cash
in on your brand equity.
You build brand equity byearning trust and you do that
with consistency, and then youcash in on it by reinforcing
that trust in a high-stakescampaign, meaning something with
a limited-time offer, and wetalk a lot about the tomorrow
customer.
Build, build, build, build,build and they will come, but
there are times you can just gookay.
(21:19):
Well, I've got a bunch of moneysitting over here in this
mutual fund.
I'm going to take a little bitof the dividends and do
something cool.
Caleb Agee (21:27):
Add on to my house.
Brandon Welch (21:28):
Add on to my house, don't remind me.
So that was episode 71, how tocash in on your brand equity.
Caleb Agee (21:34):
Episode 72 was how to spot business trends before
your competitors Love that one.
So real business trends are notmeasured in days and weeks.
I'm going to say that one moretime.
Actual business trends are notmeasured in days and weeks.
I'm going to say that one moretime.
Actual business trends are notmeasured in days and weeks.
They are measured in months andyears.
And so what we did is wepractically showed you when you
feel something off, leads aredown, business is down, things
(21:56):
are bad, things are great.
It could be a good trend.
Usually, we notice the negativemore than we notice the
positive.
We ride the high, we complainin the low.
Don't look at compared to lastweek.
Yeah, could be seasonality,could be an economic trend.
Look at it compared to lastyear and the year before that.
If you've got the data, compareit to month over month.
Compare, or look at all thedifferent ways.
(22:18):
Look at your global trends,your industry trends.
Brandon Welch (22:24):
I remember thinking that episode could have
been an entire like collegecourse because we were teaching
some, really frankly, stuffwe've learned under fire, but
just some really, I think,mature ways that people way, way
way smarter than me have taughtme to look at business trends
and we just that's like, like a,that's like a thing we don't
always talk about because it'snot marketing and people don't
(22:46):
ask us to talk about it, butit's like and if you really want
to know what's going on, thoseare some of the indicators.
Caleb Agee (22:51):
that's kind of the lenses you look at.
Brandon Welch (22:53):
so um episode 73 was are you ignoring half your
customers?
Uh, that was all about thepsychology of different
personality types and introvertversus extrovert, and we give
you tactics for speaking to each, because if you can do that,
there's one of them that's wayharder to speak to than the
(23:13):
other.
And if you can do that, youwill easily grab market share,
because most of your competitorsMight be harder for you, just
kidding, if you can learn.
yeah, exactly, if you aremarketing to introverts, it
sounds like a weird thing andmost salespeople are like, oh,
that takes a lot of energy andmaybe it does for you, Because
if you're a salesperson, you'relikely an extrovert.
But if you can speak thelanguage of people who are
(23:35):
processing information beforethey want to talk, holy smokes
will you have an advantage inthe market.
Caleb Agee (23:40):
Talking about a split of like 49% and 51% of the
population, it's basically halfand half in the market.
Talking about a split of like49 and 51% of the population,
it's basically half and half.
Um, and then episode 74, wecontinued.
We were using the Myers-Briggspersonality type indicator in
both of these episodes to, justas a model Um, and we talked
about feelers and thinkers.
Um, we also talked about theother sections, but that was the
main, the main one on episode74.
(24:01):
And when you can use yourmarketing, usually you need to
inject your marketing withfeelings, emotions.
Everybody's a feeler, that isjust the reality and then
justify with logic.
That's usually the entry point.
However, when you are trying todo maybe more of today
marketing, you're going to endup just probably going with
(24:23):
logic.
It's a little more.
There's definitely feelingsinvolved.
Both are needed.
You're going to end up justprobably going with logic.
It's a little more there'sdefinitely feelings involved.
Brandon Welch (24:31):
Both are needed.
But you're going to probablyjust say, hey, it's cheaper,
yeah, right, yes, and that's alittle more thinky Again.
If you can do both of thosethings, you get more of the
population.
Episode 75, but what if I'mselling B2B?
I think this is a response.
They're like hey, how do Iapply these things to B2B?
And we're just like you knowwhat we need to do?
A whole B2B sales episode,because a lot of people we serve
are B2B, we are B2B and so,even B2B, you're still marketing
to people.
Just because they put on a suitdoesn't make them not human.
(24:53):
And so we talked about how toapply the best principles for
getting more B2B sales.
Caleb Agee (24:58):
Episode 76, radical Generosity 12 Moves to Make the
Happiest Customers in the World.
Bottom line.
When you go above and beyondwith radical generosity, you
don't just satisfy yourcustomers or make a big show
about it.
You get to change the world,and that is a beautiful thing.
This business should be aboutmore than just money and it
(25:20):
should be about a mission.
Brandon Welch (25:22):
The loyal fans and the people throwing money at
you is a total byproduct and itshould be the least exciting
thing about that.
It's like you got to go homeand go, man.
I made some people freakinghappy today.
I changed the trajectory oftheir day, their week, which
could have made a positiveincrease in their marriage, in
(25:44):
their household, in theirchildren, in their community,
all those things.
That's a really cool episode.
Episode 77 is how to Make your2025 Marketing Plan Part 1, part
2, and Part 3.
This is at the end of the year.
These are mainstays.
Those episodes are becoming thecourses that we're teaching in
Maven Marketing Mastermind.
They are a verbalization andmore of a crystallization of the
(26:07):
principles we've been teachingin the book and, more
importantly, the things that wehave used to literally like when
a business comes in here,whether they're doing $5 million
or $100 million in revenue, andthey want to grow, that is what
we go to.
That is our playbook and weliterally gave it away.
I don't recall charging for anyof these episodes.
That is our secret sauce and wejust go through it step by step
(26:28):
by step.
I've had random collegeprofessors reach out and say I
love this stuff.
I wish this was in a curriculumand I'm not trying to toot the
horn here, but I am saying thatis really, if there's any
consistency to the results thatwe get for our clients, it is
because of the things we talkabout linearly and specifically
in those three episodes.
Caleb Agee (26:48):
If you want Maven Method 101, that is the course.
Yes, sir, and so biggest thingis it follows our order of
operations.
So strategy is first what arewe trying to make happen?
Then the message who are wetalking to?
What do we need to say to themto offer a better life?
And then media is the lastpiece of that.
Depending on what our strategyis, where do we find those
(27:11):
customers?
Yes, so that's three episodesEpisode 80, 25 Marketing Tactics
for 2025.
Big surprise the degree towhich you are consistent and
attractive and motivating insomeone's life is the degree to
which you win, both in life andbusiness.
Wow.
Brandon Welch (27:31):
Inconsistent yeah .
Caleb Agee (27:32):
That was a direct quote from one Brandon Welch Was
it?
Brandon Welch (27:35):
Yeah, really Wow, I was about to say was that
Confucius or something, or wasthat confusing?
Confucius, confucius, that's.
Yeah.
Caleb Agee (27:44):
we pulled out all the stops.
Brandon Welch (27:46):
I remember us having, for whatever reason,
more time those weeks and wejust pulled out all the stops
and put in lots and lots ofhours to just pull in our best
advice for you.
So I think they're stillrelevant in 2035, all the things
we talked about on that episode.
Number 81 was the helicopterboss.
You know me, that's a funlittle pun there.
How to finally let your teamtake the wheel in 2025.
(28:08):
I don't know, Helicopters don'thave wheels.
They have cyclics.
But if you want your team tolead, stop hovering, give them
clarity, tools and trust andthen step back and let them
drive, and Caleb is working onme every day to help him do that
.
Caleb Agee (28:20):
Oh, okay.
Brandon Welch (28:20):
Help me help him do that, or, sorry, help him,
help me help our team.
Help Nate Get over yeah,Valerie, help Get me out of the
way is the better way to say it.
Yeah.
Caleb Agee (28:32):
Episode 82, three marketing plans that made
millions last year.
So we once again just opened upthe book and we took actual
marketing plans with actualnumbers, with actual budgets,
with actual revenues and showedyou, I think.
Brandon Welch (28:47):
we anonymized the name of the client and that's
all we did.
Caleb Agee (28:49):
We showed you exactly what they did we took
one actually was a couple ofyears old and we got to see what
became of them when they didthis.
We took one that was actuallyfrom last year, so it was really
really cool to show you howmuch they spent, what was their
cost of marketing, the resultsthey got from all of that and
(29:10):
how we did the math kind of atthe beginning of the year to
estimate expected results andhow it all turned out.
That is a really cool episode.
Brandon Welch (29:18):
That's helpful for a lot of people that are
like okay, you guys are nerdsand I get all the theory and I
can hear that over and overagain, but what does it actually
look like?
That was what it actuallylooked like.
83 is 15 statistics that willmake you a better sales pro.
It's just being aware thatnumbers don't lie and most sales
are won through persistence andpersonalization, not tactics or
luck, not even charisma and notslick pitches.
(29:41):
For sure, there are somealarming things going on in
sales culture.
It's why most people areburning out of it.
The emotional state of mostbuyers in most categories is
different, and so for a longtime we coasted.
Salespeople could coast, andit's just not as productive as
(30:03):
it used to be, and so we sharedsome alarming information that
hopefully motivated y'all salesfolks to put some focus in some
different areas.
Caleb Agee (30:13):
Yeah, episode 84.
Brandon Welch (30:15):
It's a good episode for your salespeople, by
the way.
Caleb Agee (30:17):
Yes forward that to them.
It's a good watch.
Episode 84, how much shouldyour marketing budget be?
So we talk about how tocalculate your marketing budget
be.
So we talk about how tocalculate your marketing budget
really forwards and backwards.
There's a couple of differentways to look at it, based on
your goals and based on whereyou are today, and so we showed
you kind of how we approach that, because it's a nuance.
(30:37):
It's not this is an org.
It's an organization, but it'skind of like an organism.
It's growing yeah so you yes,you want to know where it's
going to be.
You also know where wherepractically is today and what
can you tolerate?
What can you afford?
Brandon Welch (30:51):
yes, 85 was how to be a more productive marketer
.
Great marketers stay productiveby narrowing focus, batching
the creative work that's a bigone and avoiding the trap of
chasing every new idea.
Uh hey, that was for everybodywho gets all the crap that
sounds like marketing thrown atthem and it's like, oh, you're
the marketing person, you shoulddo this.
That's a really good episodefor you.
Caleb Agee (31:11):
Episode 86.
How to make your ads more likeSuper Bowl ads.
So we talk about how Super Bowlads stick because they're
simple, emotionally charged andbuilt around a message that
people can't forget.
The good ones are at least.
That's why we enjoy them.
They spend more time makingthem awesome.
Brandon Welch (31:28):
Yes, millions.
87 was marketing can only dothree things.
The most simplifying processthat was given to me by one of
my favorite bosses marketing canonly create awareness, build
trust or drive action, or whatwe say it can only.
What we actually say in theepisode is it can only steal
(31:48):
market share from a competitor,from somebody who's going to buy
from them, but they buy fromyou.
You can bring somebody to thecategory they weren't buying
your category, but they're goingto now because you talked to
them.
Or you can make them do repeatbusiness and when you realize
when you're having a challengeor you're wanting to improve an
area of your marketing, you gookay.
Well, it can only do one ofthese three things.
So which one am I wanting tofocus on?
Caleb Agee (32:07):
It's clarifying yes, episode 88, how to immediately
differentiate your brand.
You instantly stand out whenyou stop trying to sound like
everyone else and boldly saywhat your competitors want.
Brandon Welch (32:20):
Give them behind the curtain.
89 was how to make your adsimpossible to ignore.
We talked about emotion,breaking patterns and feeling.
Writing ads specifically to oneperson, not to many.
Don't get caught in ad speak.
Speak specifically to oneperson.
Caleb Agee (32:36):
Episode 90 was.
I don't know who needs to hearthis, but fill one glass at a
time.
This is our little mini serieswe started this year.
Brandon Welch (32:45):
Quick episodes yeah, 10 minutes or less.
Caleb Agee (32:47):
probably you might be doing too much.
This is the lesson.
You might be doing too much.
What is the one thing youshould focus on and optimize
right now, before moving on toanother?
Ask yourself that.
Brandon Welch (32:59):
Yep, it's a core value here and it's a very, very
wise hack.
91 was TV and radio.
Ads are the answer to yourGoogle problem.
We got some hate mail on thatone.
When your Google ads aren'tconverting, the real fix is
probably finding going up thefunnel and making yourself more
famous and favorable.
(33:20):
Be the person they think offirst and feel the best about.
As Roy Williams says, tv andradio are currently the best
medias to do that in mostgeographical markets because for
the least amount of money theyreach the most amount of people
intrusively.
Caleb Agee (33:36):
Episode 92.
Stop asking how did you hearabout us and do this instead.
We talked about not trying tohow.
This question how did you hearabout us creates a confirmation
bias.
We looked at.
Even the psychology of askingthis question causes people to
change their answer because youasked the question.
They don't even know how toanswer it properly.
(33:56):
There's a confirmation biasinvolved and instead we can
actually look into some largertrends, instead of just one
question to help us attributeour marketing and know that it's
working.
Brandon Welch (34:09):
Yes, 93 was.
I don't know who needs to hearthis, but another 10-minute
episode.
Keep showing up Success inmarketing, business, marriage,
church, friendships, hobbies,aviation, music, teaching,
school of any kind, health Guys,it's just you keep showing up.
(34:31):
That's what we're doing here,and so just a little bit of a
reminder of that.
So go ahead.
94.
Caleb Agee (34:36):
Episode 94 was the single biggest waste in
advertising.
Is you spend all this money toget a customer who wants to talk
to you and the person whoanswers the phone Is lame?
Yeah, you catch them on theirworst day, or maybe it's their
best day, and it's not a verygood day in general, without
intention.
Make sure you answer yourphones well.
Brandon Welch (34:55):
Because you've already spent the money.
Caleb Agee (34:57):
You've already spent the money that is your time to
keep it or throw it away.
Brandon Welch (35:00):
Yep, episode 95 was rituals and rhythm are
equivalent to revenue growth.
Rituals and rhythm equalrevenue growth.
Our alliterations areexhilarating, but they're tough.
They're tough on the tongue,rituals and rhythm create
structure, accountability andmomentum.
We talked about what are thethings you're doing inside your
(35:21):
business weekly, maybe evendaily, to drive a certain
observable standard.
We have a lot of them here atFrank and Maven, but a lot of
companies just show up and thenthey get to work and then they
don't ever have any glue that'stying the team together.
They don't have any order ofoperations and we just talked
about how to create some ofthose, because it truly drives a
(35:44):
better culture, drives moreconsistency, more predictability
, less turnover, less turnover,less turnover in both customers
and people.
But you have to do it for theright reasons.
But building those up, that'sone of my more favorite episodes
.
Caleb Agee (35:58):
Yes, love it.
96, don't get burned.
11 things to know beforerebuilding your website.
This is a powerful episode.
In general, we talked about allthe questions you need to ask
when somebody is pitching you awebsite or telling you you need
a new one.
All the questions you shouldask who owns it?
Who's going to update it?
What's going to happen afterthis Could?
Brandon Welch (36:19):
save you tens of thousands of dollars of
heartache of either making thewrong decision with the wrong
vendor or not, or possibly noteven needing a website, like you
think you do, yes, or making awebsite that is worthwhile in
producing a better sales result.
Yeah, like that, please don'tbuild a website to listen to
that episode.
Yeah, it's the advice we wishour clients would have heard
(36:44):
often before they come to uswith a very expensive but very
unproductive site.
Yeah, so CPMs 97.
What are CPMs?
It's the gas mileage of yourmarketing.
We just talked about how tolevel all forms of marketing and
use math to kind of pick thebest result for what you're
trying to do.
So just a kind of a one-on-onelesson.
(37:06):
The closer to the purchase, thelower in the funnel you get the
more expensive Blows my mind howmany college kids we see that
aren't being taught that.
And it's a really simpleconcept.
It's third grade math and wheneverybody sees it like we
actually taught it last week andeverybody's like oh, I never
knew that, it's like I mean, I'mnot trying to be mean, but that
should be the basics of media,like it's the basic thing,
(37:31):
episode 98, your secret weaponfor closing more sales.
Caleb Agee (37:35):
Your job in sales is not just to get to the decision
maker.
Yes, you have to.
They make the decision by name.
Your job, if you want to closemore sales, is to win over first
the inside champion.
Brandon Welch (37:48):
The inside champion's great episode.
That's why Caleb is here.
In a roundabout way, I won overhis inside champion.
Caleb Agee (37:57):
And also I was an inside champion for a former
client of yours.
That's kind of how you got toknow me.
Brandon Welch (38:01):
That's true, wonderful things happen when you
love the inside champion.
Episode 99 is how to make yourbusiness rank on chat GPT,
probably the most topical.
I bet our click-through rateshaven't looked, but I bet
they're wild on that one becausenot that we're the only one
saying it at this point, but webrought it down to a small
(38:23):
business level.
Most people are talking at ahigh nerd level on ChatGPT and
we're like hey, what we areseeing across the board organic
traffic in general.
No matter what your website orhow good or bad it is, whatever
it's doing, you're losingtraffic because more people are
picking up GPT to say who's thebest roofer in town or who's the
best attorney or what do I needto know, and obviously you want
(38:44):
to be on that list because theyare linking to resources, chat.
Gpt is a generative product, orany of the other AIs it could
be Gemini or any of those, butthey are still referencing local
links.
And so we talked about whatwe're doing to help our clients
rank there and what you need tobe doing on your websites to
make sure that you're one of theinfluential links on the AI
(39:08):
tools.
That was through Episode 99.
Last week was just the first 50lessons, so what I hope is that
you heard one of those and youwere like you know what.
That is something I'm needingand I would love to hear are
there any of those topics thathave been helpful to you?
Give us a little love, pullover and say you know what I
(39:30):
really liked when you talkedabout this.
Caleb Agee (39:31):
That's helpful for us.
Drop a comment of which episode, what subject, what topic has
been the most helpful for you,because that would help us to
create more content that's morehelpful for you.
Brandon Welch (39:43):
Yeah, and we can't wait to see some of you in
the mastermind.
Emails are coming next week onhow to you know the links, the
times we're thinking about doingthat Wednesdays at noon yeah,
and just show up, and you knowit may start with fewer people
in there, which will be funbecause we'll get to have more
one-on-one conversations, butit's going to evolve to
(40:03):
everybody's bringing theirmarketing thing and you learn
when you watch other peoplelearn.
That is actually probably themore powerful form of learning.
It's one thing to get yourproblem solved, but when you see
other people bring things youprobably haven't even thought of
or experienced yet, that isgoing to be a huge gift.
Caleb Agee (40:18):
You play this little game in your brain where you're
like how would I solve that?
That's a good question.
Brandon Welch (40:22):
By the way, the people who are, I guess, the
direct beneficiaries of allthese methods and stuff we talk
about, because they're ourclients, they're the people
we've built this with.
A lot of them will be showingup at that mastermind.
If you're an FM client, you getinstant access to the
mastermind.
Caleb Agee (40:40):
You are part of it, you've helped us build it, so,
um, that will be coming as well,maybe if you'd like to, if
you'd like to sign up, you cango to maven method trainingcom
and uh, we have the $99 dealrunning through the end of this
week, so get in there.
Brandon Welch (40:58):
Yeah, guys, that was a another long-winded
episode, but now you know whatwe've been up to and if you've
been here for most of that, oreven a little bit of it, we are
so grateful for you that you areallowing us to fulfill our
mission.
We want your feedback, we wantyour hey, what about this?
We want your questions.
We are modeling these episodesoff of what we see happening in
(41:18):
real life in front of us.
We get the vantage point ofdozens of companies we work with
and just we're bringing theproblems we're already solving
for them and giving thoseanswers to you.
But if there's something you'restuck with, maven Mondays at
frankandmavencom that's how youget your question answered on
here.
And check outmavenmethodtrainingcom.
We cannot wait to share moreabout that.
(41:39):
But that's going to be thein-depth workshop where we
really help you make more impactin your marketing.
Yeah, so we will be back hereevery week, as we have been for
101 weeks Answering yourreal-life marketing questions.
There it was, so you caneliminate waste in advertising
because marketers who can'tteach you why are just a fancy
(42:01):
lie.
I got it out.
I'm going to go drink somewater.
Have a great week.
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