December 30, 2024 • 34 mins
You can’t build a better business without better thinking.
In this final episode of the year, Brandon and Caleb bring you the 25 biggest marketing takeaways for 2025—a rapid-fire highlight reel of the year’s most actionable advice for entrepreneurs and marketers.
If you’re ready to start strong, grow with confidence, and eliminate wasted dollars in your advertising, this episode is your shortcut.
You’ll learn:
- Why AI can’t write breakthrough ads (and what can)
- The customer psychology behind every great website and offer
- How to increase conversions without increasing your budget
- The single trait behind every “overnight success” story
Plus, we’ll introduce two powerful new tools to help you grow in 2025:
- MavenMarketingAudit.com – our free, fast-read audit to pinpoint your biggest opportunities
- The Maven Mastermind – real-time coaching, live feedback, and a community of business owners working through the same challenges
Start the year sharp, and stay consistent. Your marketing just got a whole lot easier.
Subscribe and let’s build something great.
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
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.
I'm your host, Brandon Welch,and I'm here with Caleb.
Happy New Year, Agee.
Hey, it's coming up.
Tell us about your New Year'sEve traditions.
What do you do?
Where do you go?
Caleb Agee (00:18):
I'm not going to lie , I'm an old man.
He's in bed.
Brandon Welch (00:21):
He's in bed, toes up nightcap on by 10:30.
Caleb Agee (00:25):
Celebrate with the middle of the Atlantic?
Probably Do you really?
Oh my goodness yeah.
Brandon Welch (00:32):
I don't know what to do with you.
Caleb Agee (00:34):
All right, but I am well rested.
On January 1st, my year startsoff with a lot more pep in my
step than a lot of people.
Brandon Welch (00:41):
I'll say A little less groggy than some others.
Yeah.
Caleb Agee (00:45):
Yeah, everybody else has to sleep in.
I am on it.
Brandon Welch (00:48):
So I've spent like 25 of my 35 New Year's Eves
New Year Eves with like thesame buddy since like we started
going to church together, likewhen we were five or whatever,
yeah, and so that's where we'llbe.
But now our kids have that sameexperience and so they have
their own traditions and it'sbeautiful, that's awesome.
Hope you are having a wonderfulnew year, or almost new year.
(01:09):
This is the place where we helpyou answer your real life
marketing questions, eliminatewaste and advertising, grow your
business and achieve the bigdream.
I got the intro and the outroout of the way.
Bring it on.
I almost forgot.
That's okay.
We've only done this 79 timesnow.
That's a real stat.
You can take that to the bank.
And this is our last episode ofthe year and we are so grateful
(01:31):
that we get to do the work thatwe do.
This is after Christmas.
We are just looking at all ofthe wonderful people we've
served and the thousands of youthat are showing up to be part
of our journey and our mission.
And for us, yes, we have an adagency here serving
owner-operated companies acrossthe US, but we also.
(01:53):
Our mission is bigger than that.
It's bigger than the one-on-onecompanies we can serve.
It's always been to bringentrepreneurs up, to give them a
little more confidence in theirmarketing plans mostly to
eliminate the big bad wolf ofwasted advertising.
Caleb Agee (02:08):
That's right.
Brandon Welch (02:09):
Which our research says is at least 80% of
what's going on in America.
Yeah, is good intention moneybringing poor results, and we
just hate that.
Yeah, we would rather you spendthat money on your kids or your
team or your community thanthrow it away to advertising.
But the better thing is thatthe advertising would bring you
(02:29):
more prosperity and connect youwith more good people, so that
you have an abundance to dothose things.
That's why we're here, that'swhy the Maven Marketing Podcast
exists and we have so manythings coming up to further that
mission.
One that you need to know aboutis our Maven Marketing Audit is
now live atmavenmarketingauditcom.
Caleb Agee (02:46):
Wow, what a great URL.
Brandon Welch (02:48):
And what a great URL.
And if you're just sitting heregoing, hey, what are some
things I could sharpen up on inthe new year, Hit
mavenmarketingauditcom and giveyourself five minutes to fill
that out and it's just going toshow you like, after doing this
well over a decade, on our wayto two decades like the things
that we see in marketingcampaigns that are high
(03:10):
performing, the things that aremaking our clients and the
people that we get to hangaround millions of dollars every
year.
And it'll give you a readbackof saying, hey, here's where you
might be weak and, if you want,you can go ahead and click that
big button that says let's talkabout it.
And you will get a 30-minuteconversation with somebody in
our team that just says, hey,here's the areas that looks like
you might be weak in and here'ssome ideas for how to improve
(03:32):
those.
And then there's two kind ofsteps after that.
You could choose to say thanks,appreciate it, see you back on
the podcast.
Or you could choose to step intoour new mastermind product,
which is a very awesome newthing.
We're starting in January 25.
And that means you could takethose things that you maybe have
(03:54):
opportunities to improve on.
You could bring them to ourmastermind every a couple times
a month.
Bring your ads, bring yourstrategy, Bring your maybe your
team and sales challenges to agroup of people which will be
led by Frank and Maven, and I'llbe happy to be there.
Caleb's going to be there, yes,Leslie's going to be there,
Megan's going to be there, Nate,the camera guy, may even make
(04:14):
guest appearances.
Caleb Agee (04:15):
Oh my, gosh, you can actually see his face.
Brandon Welch (04:18):
Yeah, and it's like the work that we do on a
day-to-day basis for thecompanies that we serve directly
.
You're going to get a piece ofthat to help guide you along.
And it's going to be like sofreaking affordable it's going
to be.
You know, you're not even goingto be able to put a value on
that time that you wouldotherwise have to spend.
Caleb Agee (04:35):
Yeah, and then the bonus aspect of that mastermind
is the community piece, which isyou will be with a bunch of
other business owners andmarketers who have seen things
that maybe you're running intoand have answers and ways around
that.
And so there's such a beautifulpiece of that and Frank and
Maven clients.
Brandon Welch (04:55):
They're going to be the foundation of the group
and making them better.
We kind of do that behind thescenes anyway, but you guys are
going to get a front row seat ofthat.
And then if your business is ina spot where you are trying to
go from this $3 million to $5million space and on up from
there, that's where it startsmaking sense for Frank and Maven
(05:15):
to step in and maybe be apartner with you or help you
find a marketing partner in yourarea, and that's where an
agency in general can reallygive you a good leverage on your
time and resources you'dotherwise have to invest,
because we have some of the besttalent in the world here.
We have the Nate the Camera guys, we have Carters, we have
Leslies and Megans and Audreysand Kyles.
Caleb Agee (05:36):
I think those grow on trees.
Yeah, show me that farm, showme that farm Right for the
plucking.
Brandon Welch (05:40):
Right for the plucking.
But we have them here and theseare people that are skilled.
It's our entire job to growowner-operated companies and
make you famous in your marketand make people just can't help
but want to do business with youversus your competitors.
So to read all that back to you, we'll be here every week on
the podcast, no doubt.
You can buy our books.
There's more versions and morethings coming out all the time.
(06:05):
You can follow our blogs.
You can check out our newwebsite at frankenmavencom and
have a whole new way to searchand interact with those.
Or you can take that MavenMarketing Audit and take it to
the next step and say, hey,instead of just this going in
one ear and bouncing around,what can I do to put action to
it?
That's the Maven MarketingAudit.
We're so excited to give youthat tool.
There's no strings attached.
(06:26):
You can take it and leave.
You can take it and takeanother step forward.
You can do whatever you want,but it's going to help and we're
so happy that that's live now.
Caleb Agee (06:33):
Yeah, bring it on.
Brandon Welch (06:34):
Back to the regularly scheduled program
Today 25 marketing tips for 2025.
You see what we did there.
Caleb Agee (06:42):
Yeah.
Brandon Welch (06:43):
And we cheated on this episode.
Caleb Agee (06:44):
Yeah, we're going to pull the greatest hits from 24,
essentially from this last year, and we talked to a lot of
(07:09):
great marketers a lot hits outof here, so that we can help you
really quickly.
Maybe you're new and you'relike what's going?
Brandon Welch (07:12):
on.
Yeah, what have I?
Caleb Agee (07:13):
missed.
This will help you just get aquick catch up on what we
learned.
Brandon Welch (07:16):
Yeah, we cheated because we just pulled from our
past episodes, but we're goingto give them to you like bullets
.
Caleb Agee (07:21):
Yeah.
Brandon Welch (07:22):
And if you don't like this one, there's another
one coming.
Caleb Agee (07:24):
We're going gonna try to put the cards on the
screen throughout these and sohopefully you can just uh and
you can see them in thedescription, but you can just
jump over to them.
We'll tell you the names of theepisodes if you want to go
deeper.
So, number one, you want me tostart it?
I do.
Okay, number one, ai, brandoncalls him, uh, uh, his friend,
(07:45):
al Al, yeah, uh, what is what'sthe other one?
Cheat, cheat, gpt, cheat, gpt,um.
Ai can analyze data, but itcan't write new or surprising
ads.
Brandon Welch (07:56):
Yes.
Caleb Agee (07:56):
So that was from our episode of you know six trends
you need to be aware of thisyear.
Um, a big thing that washappening is things are becoming
softer and everybody isscrutinizing this AI world.
Yeah, and the reality is itcan't write something as
creative as you can.
Brandon Welch (08:15):
We use it every day here.
We it's, it's maximize ourproductivity in so many areas
and data analysis and maybeoutlines and like just Ideation,
Maybe just Fast forwarding yourbrainstorming process a little
bit, but as far as gettingnoticed, getting known, liked
and trusted, it's very, verypoor at doing that.
Caleb Agee (08:34):
It's a conglomeration of a billion
things and it will only be themiddle of all those billion
things.
Brandon Welch (08:39):
Yes, and it's not just the ad writers saying that
there's actually a lot ofstudies out there about what
generative AI is going to bemissing in the humanity, and
that's kind of the general idea,the arts, the understanding,
the human condition, and turningthat into something of depth is
the challenge of AI as itexists now.
(09:00):
And we're not doubters, we'renot detractors, we're just
saying that's the case.
So find somebody talented tohelp you write your ads.
Caleb Agee (09:08):
Yep.
Brandon Welch (09:09):
Number two is make company rituals.
This is from our episode ofkeeping new year momentum alive
with your team.
We all have resolutions, we allhave big plans and big
intentions and by week three weall know they statistically
don't stick.
But we did an episode just foryou so that you don't have to be
one of those losers.
And especially as it relates toyour team and this is we pulled
(09:32):
from like our very bestpractices internally and how we
keep our team fired up.
We keep them fired up, don't we?
Nate the camera guy?
They're always fired up.
He sounds fired up.
Throughout the year.
Yeah, he's fired up.
Caleb Agee (09:41):
He didn't even have any coffee.
Brandon Welch (09:42):
You're either fired or you're fired up.
Oh my god, uh around here.
So, um, anyway, take, check out.
Keep new year's momentum alivewith your team and making
company rituals yeah, numberthree is drive around the block
and um.
Caleb Agee (09:55):
This was from brandon and valerie's uh
two-part episode about, um,everything they've learned and
seen throughout the years.
Brandon Welch (10:04):
Since this is specific to you, I want you to
take this one how to not loseyour mind or your wife while
you're building a business.
Yeah, I don't think that's howwe titled it, but yeah, like you
want to have a happy, healthymarriage, and I am blessed with
the best marriage I couldpossibly ever hoped for, and she
is amazing.
But also there are some thingswe've learned that make it even
more amazing together, and oneof those things is you're going
(10:26):
to have a rough day today, or arough week, or just an
exhausting day, and you'retreading all the things you got
going on and here's the thingall of your people have got the
best of you all day.
There are also some tiny souls,or maybe just one important
person Maybe it's your wife oryour husband who's been also
waiting for you all day, andthey deserve a fresh impression.
(10:48):
So I learned years back Ineeded to drive around the block
, turn the radio off, turn thephone off, and there's a road by
my house.
I go on about a two or threemile detour to take the long way
home, detour to take the longway home, and I breathe and pray
and sometimes just reflect anddisconnect from my day so that
when I walk into that door I'mnot overlapping the last energy
(11:09):
I had out.
You know that's right.
So if you got to take phonecalls on the way home, fine, but
kill them and drive around foranother five, 10 minutes and
think about show up with thatfirst impression back home
intentionally, that's greatNumber four make sure you answer
the top five questions peopleare calling about on the
homepage of your website.
Caleb Agee (11:28):
So this was in an episode we talked about how to
increase your website leadswithout spending a penny.
That was a winner, a banger ofan episode.
You should go check it out.
That's a wonderful episode, butthe point of this was go ask
the people who answer yourphones, who are outward facing.
Brandon Welch (11:43):
Next week.
What's the top five things?
They call them what do?
Caleb Agee (11:45):
you hear, or have them make a little log what are
people asking about?
And then make sure go scrollyour homepage and make sure all
of those questions are answeredin some form or fashion.
It's not just like frequentlyasked questions.
No, answer them as statementson your homepage somewhere.
Brandon Welch (12:14):
Yes, enough said.
Now answer them as statementson your homepage somewhere,
people, and simplify the dots,cause one of the biggest
objections for anybody takingaction is they're just.
They just can't imagine quitewhat's going to happen next, and
so a way to speed up conversionon all levels is to say we make
this easy.
Step one we do this.
Step one.
Step two we do this.
Step three we deliver you aplan.
Step four we come and do theplan.
(12:35):
Step five yada, yada, yada.
Okay, so bring it down and ifyou're not good at writing zippy
copy, find somebody who is andgive those three to five steps
for how to have success on yourhomepage.
Caleb Agee (12:44):
Yeah, number six actually showed up in multiple
episodes this year.
It showed up in that websiteleads conversation, but then it
also showed up in how toincrease your appointment seven
ways to increase yourappointment set rate.
Yeah, automate your follow-upprocesses.
So, after somebody becomes alead, a lead is a person with a
(13:05):
need don't forget, aftersomebody becomes a lead, make
sure whatever happens to themnext is completely automatic.
It may involve humaninteraction.
Yes, you know.
It may not be that you haveautomated everything.
Brandon Welch (13:19):
Hey, caleb, we got your information.
Thank you so much.
We'll be reaching out shortly.
That's an automated email or atext?
Yeah, there, may automatedeverything.
Caleb Agee (13:23):
Hey, Caleb, we got your information.
Thank you so much.
We'll be reaching out shortly.
That's an automated email or atext?
Yeah, there may be a manualpart of that automated process,
but it needs to be defined Likewe will write them a handwritten
note one day later but, that'sautomatic in your mind.
Brandon Welch (13:34):
Yes, Does that make sense?
Yes, Follow up and make itevery time.
Seven, attitude, aptitude andactivity are the three A's to an
unstoppable team.
We had the pleasure of pullingin one of the smartest people I
know, Mr Nick Gordon, CEO ofmultiple eight and nine-figure
companies.
He's just the coolest dude andhe came.
If you didn't get to see thatepisode, it was really good,
(13:54):
Just oozing with CEO wisdom.
And that was the episode calledI'm sorry, Timing and Tenacity
Inside the Mind of a Three-TimeEight-Figure CEO and one of my
favorite takeaways.
I'll just do seven and eighthere.
But attitude, aptitude andactivity.
If you've got a problem in yourbusiness, it's going to fall
into one of those categories,says Nick, and he's hired like
(14:17):
thousands of people, so I wouldtrust him.
So they either don't have theright attitude.
They don't have the rightaptitude, meaning you haven't
trained them, or they don't comewith the skill set they need,
or they're not putting in theactivity.
Caleb Agee (14:26):
Yeah.
Brandon Welch (14:26):
I'll follow up with number eight.
He says with that, kick lowproducers out of your meetings.
If you've got whiners, don'tlet them have a seat at the
table.
If you've got underperformers,they don't get a seat at the
table.
You want a part You're going tohave to put up or shut up.
Yeah, that's number eight.
Caleb Agee (14:40):
That's number eight.
Number nine take a chunk ofyour ad budget and put it into
customer experience.
It will pay off bigger.
What if?
Brandon Welch (14:48):
you spent $10,000 wowing the crap out of people
who interact with your company,oh man.
Put it in custom swag, put itin fancy candles, put it in your
bathrooms, put it in somethingthat's just going to increase
the customer experience.
Caleb Agee (15:02):
Yeah, make it really special.
That showed up in yourinterview with Jason Friedman
and I would say, with Alec Palenthis year as well, yep and so
you don't need more leads is thename of the episode.
Yeah.
Brandon Welch (15:16):
So number 10 is you is the most profitable word
you can choose in marketing.
Every time you write a piece ofweb copy, every time you write
an ad, you're going to find thatyou tend to put in us and we
and I and our company and insertat our company name here at
Frank and Maven.
Kill that stuff, go, change itand make it a you statement
instead of a we statement.
That's in the episode five waysto make your Facebook ads more
(15:39):
profitable.
Caleb Agee (15:39):
Featuring Leslie Jo Clark.
That's it, number 11,.
Healthy companies allow forhealthy people and healthy
people build healthy companies.
That's a Caleb Agee original.
Brandon Welch (15:48):
That's an original.
We had to pay Caleb royaltiesfor him to say that Every time.
Caleb Agee (15:52):
I say it no.
So that was a conversation withMegan and I about the three
facets of unstoppable companyculture and we really just broke
down from the inside.
I think a lot of our listenersare business owners or leaders
and it's really easy to maybejust come in and do the same
thing.
But you want to take a healthyperspective of are you allowing
(16:15):
for your people to have ahealthy life?
Because healthy people buildhealthy companies.
If your company makes peopleunhealthy, I would advocate that
one.
Is your company healthy and arethey going to build a company
that creates more healthy people?
Brandon Welch (16:33):
Yes, and it's always going to catch up with
you.
So, you can work.
You can work beyond thebandwidths of, you know, eight
to five or whatever.
That's part of it.
It's part timing.
Yeah, it's also part how theyget to come home feeling about
themselves.
Yes, it's never going to beperfect.
There's always going to be upsand downs, but if you are
trending and you make it a goalof leadership and Caleb is so
brilliant at this- I'm so proudof what we have in our way.
Caleb Agee (17:06):
If you don't Sabbath , Sabbath comes for you, oh yeah
.
So if you don't make time toSabbath, Sabbath comes for you
and it shows up in the form ofbeing sick in bed because you've
overrun yourself.
Brandon Welch (17:17):
Now, Caleb, are you Bible thumping us right now?
Caleb Agee (17:19):
I'm not Bible thumping.
This is reality.
If you don't rest, you're goingto have an anxiety attack.
If you don't slow down-.
Brandon Welch (17:27):
You're going to get sick.
Caleb Agee (17:28):
You're going to get sick If you don't take care,
feed your body, fuel it withhealthy things, you will, God
forbid, over a long term, getsome sort of unhealthy-.
Brandon Welch (17:37):
Cancer, cancer or something like that.
If you don't provide space towater and nurture your marriage,
you're going to spend the timelater in counseling or divorce
court.
Yep, or worse, I would arguethan even divorce court is a
house where you don't know eachother and live in unity.
Caleb Agee (17:55):
Yeah, so boom, bring that for your people.
Brandon Welch (17:57):
Yeah, hey, 12,.
We could have made a wholeepisode there.
Hey 12, the best ads bringsmiles, fists or tears.
Do not write your ads.
If you have an ad that's like,people are like, oh, I think
that's going to offend somebody,that's probably the ad that you
want to keep.
Now.
We're not going to go in thedark areas, we're not going to
say stuff we shouldn't say.
We're not going to alienatepeople.
Caleb Agee (18:16):
We're not going to be mean.
I'm being weird just for thesake of being weird.
Brandon Welch (18:18):
But if you're like, oh, that's a little
annoying, probably the ad youneed to keep, right Joey, right
Mike, if you write an ad that'sa little bit edgy, probably the
ad you need to keep.
If you've got somebody saying,well, that's just a little bit
odd that you would say that thatdoesn't sound like an ad, that
doesn't sound professional,that's the one you need to keep.
So smiles, fists or Average adsare like motel art, elevator
(18:46):
music, just sitting therewaiting to be ignorable, and the
worst thing that could kill anad campaign is ignorable ads.
That's in the episode how towrite ads that everyone will
listen to, along with tip number13, which is make specific
claims.
So you don't want to say whilesupplies last, you want to say
we have 13, and when they'regone, they're gone.
You don't want to say startingat $5,000, you want to say we
have 13 and when they're gone,they're gone.
You don't want to say, you know, starting at $5,000, you want
to say we have exactly this manyand it will cost you $4,894.
(19:11):
Yes, specifics are morememorable than generalities.
Caleb Agee (19:15):
Yeah, and quantify.
If you make a claim, quantifythat as well as you can.
Try to find a way to prove itNumber 14.
If you want to close more sales, ask your clients more
questions.
The question will never screwyou the strongest tool in your
tool belt as a salesman isquestions.
Brandon Welch (19:36):
Two ears, one mouth.
That's right, number 15.
No-transcript.
But Google is constantlychanging the landscape of the
search engine result page.
Namely, they're putting likeeight or nine paid positions
above good old-fashioned organic.
And so SEO is always a goodthing to have and we do a lot of
that around here.
(19:56):
However, there are some new,unfortunately.
There are some new paid spotsyou're going to have to play in
if you're in any servicecategory, because there's two to
three new ad spots.
I say new as of the last coupleof years they've kind of rolled
out to all markets and they'readding industries all the time.
So if you used to be the estateplanning attorney, that was
number one on Google and you'relike, nah, I don't have to pay
(20:19):
anything for that.
Well, now it's like there'seight or nine other things on
the page that other people haveto pay for and your competitors
could disrupt you there.
So just know that.
That's in the episode calledwhy your Organic Website Traffic
Is Down in 2024, number 16.
Caleb Agee (20:31):
Number 16, fill one glass at a time.
That is actually one of theCore values, one of the core
values of Frank and Maven.
We say it every single week.
If you employ an agency, if youhave an agency on your side
that's doing, you know, mediaplacement of any sort.
Make sure they're laser focusedon doing a few things instead
(20:52):
of um trying to put what whathappens in the world is called
the media mix right a littleslice of the pie everywhere.
No, do something really reallywell.
Um, one of the biggest knownnames in our city, did one thing
until his budget was probably amillion dollars and then he did
two things.
(21:13):
Yes, and that is it.
That's all he's done and itworks, because he is the most
well-known name in this city,probably.
Brandon Welch (21:19):
You do not have enough money to do all of the
things.
Well, Do one of them reallywell, One glass at a time.
Overflowing will pay way moredividends than being half full.
Caleb Agee (21:28):
And don't let your agency drag you into a bunch of
different things.
Brandon Welch (21:30):
Shiny object syndrome is death.
Alright, that's in how to holdyour digital ad agency
accountable episode Number 17.
Divergence is the key toearning attention in an ad.
Divergence, you want to showsomething, somebody, something
they expected and thenimmediately disrupt it.
We want a big, serious rooferguy who becomes a cartoon.
(21:55):
That's divergent.
Yeah Right, we want a superserious law firm to have old
ladies laughing like the GoldenGirls, right?
Divergence Take what yourcategory is known for and
disrupt it, because disruptionis attention, attention is
action and all the things wewant when we put money behind a
message.
That's in the how to writewords that stimulate and sell
(22:18):
and it's also how to measure thesorry.
It's also in five ads that arekilling it and why.
That's in both those episodeswe talked about.
Caleb Agee (22:24):
Yeah, number 18, you should call.
Should call email and text ifpossible.
Um, we already saw, said this,but your follow-up process needs
to have all different kinds aprocess and um, we talked about
that in seven ways to increaseyour appointment set rate.
But then also are you ignoringhalf your customers, where we
talked about introverts andextroverts?
(22:45):
and make sure that you'veallowed for a space for, you
know, extrovert theoreticallywould want to pick up the phone
and talk to you and introvertwould maybe want to type out
their response and thoughtfullyyes, so make sure you allow for
them to communicate with you theway they want to be
communicated with, not the wayyou want to be communicated with
yes, sir, number 18, you justsaid you want to be communicated
(23:07):
.
Brandon Welch (23:07):
With?
Yes, sir, number 18, you justsaid Number 19,.
You get more customers today byflexing your ability to be
better on price speed and hassle.
Okay, what happens a lot oftimes is people go to market
running an ad and saying buy now, call now, do all these things,
and they're doing that becausethey want the phones to ring and
(23:27):
they want this abundance ofcustomers rushing in.
They're doing that because theywant the phones to ring and
they want this abundance ofcustomers rushing in.
But the degree to which you aresuccessful with that is the
degree to which you are trulycompetitive or some sort of
competitive advantage on pricespeed or hassle.
So, if you want to write atoday customer ad and get those
people in, two thumbs up, butmake sure you are ready to
(23:47):
compete in that area.
Caleb Agee (23:48):
Yeah.
Brandon Welch (23:49):
Don't try to be the.
We've been in business 25 yearsand we believe in relationships
.
If you're trying to get peopleto buy now because the people
who are buying now don't reallycare about that, unless they've
already been building theirrelationship with you over time.
So you want price, speed orhassle, or all three, if you can
, in your today offers.
Caleb Agee (24:07):
Along with that, that's from the episodes how to
Get More Customers Today and howto Cash In on your Brand's
Equity In those same twoepisodes and I'll advocate a
little bit last week when wetalked about media selection the
longer you do today marketing,the harder it is.
Should I redo that?
Brandon Welch (24:27):
No, go for it.
Cut this out this out.
Caleb Agee (24:28):
You know what we?
Brandon Welch (24:29):
can leave the.
We can leave the imperfectionsin there.
That was my wife texting me,okay, well, that's good let's go
.
Caleb Agee (24:34):
The longer you do today marketing, the harder it
is when you uh, we talked aboutthat 60 40 split last week, yeah
, um, or 70, 30, if you're, ifyou're really mature, the longer
you trend higher on the todayside of things, the instant
gratification if that is thelarger chunk of your budget and
(24:54):
your mindset you will plateau.
You will plateau and you'll geton the struggle bus pretty
quick until you start thinkingmore long-term than short-term.
Short-term has its place, butit's not the bulk.
Brandon Welch (25:07):
So put more substance and personality and
long-term relationship buildingin your ads over just doing
offers constantly.
Number 21, tv and radioaudiences broadcast.
We call that broadly castingyour message on radio waves and
TV waves are still the cheapestway to reach large groups of
(25:28):
people in most categories and inmost markets.
Yes, in 2025, I'm saying as amillennial, as a cord cutter, as
a YouTube, apple, hulu andPeacock subscriber.
I am still saying that thelargest audiences.
I am still saying that thelargest audiences.
If you want to reach massivegroups of people at one time
(25:50):
today that is still done mostefficiently on TV and radio.
We're in a season where that'sgoing to change.
It's going to get moreexpensive for everybody.
Reaching large groups of peopleis becoming harder and harder,
but there's still a gold mine inthose audiences, especially if
you're wanting to sell to babyboomers or people who are
(26:11):
semi-retired, and that is fromthe episode Don't Buy TV and
Radio Ads Until you Listen tothis.
The ultimate levelingcomparison if you want to say is
TV really better than what Icould be doing over here on
YouTube or Facebook?
Is CPM your cost per reaching1,000 people or?
your ad being seen 1,000 timesAlso in that episode.
(26:35):
Don't buy TV and radio adsuntil you listen to this.
It's not just reaching people,it's how often you reach them.
Very, very, very, very fewpeople, comparatively, are in
the market for your productright now.
Your best hope when we go, ah,I need a new refrigerator, or ah
, I need new tires.
Oh, I need a new roof.
(26:58):
The first thing we dopsychologically is we consult
our own memory and experienceFive seconds later, when that
produces nothing, then we go tosearch engines.
Okay, but the zero moment oftruth is oh, have I heard of
this before, or do I havesomebody that fits this category
?
And your goal as a company isto be the one that comes to mind
first before they ever have togo to the stupid search engine.
(27:19):
That's right.
So they're typing your name in,and to do that you have to have
frequency.
You have to have frequency Todo that.
You have to have frequency,caleb, you have to have
frequency To do that.
You have to have frequency,caleb.
You have to have frequency forthat recall factor to happen,
and with the same people.
So when you're buying TV andradio or, frankly, any
advertising, focus on smalleraudiences, but more times if you
want to become that recalledfactor, unless you're selling
(27:40):
something that's like a reallytransactional you know it's
raining and you got umbrellasfor sale or tourism.
Caleb Agee (27:52):
People make last minute decisions a lot while
they're out on a trip, somethinglike that.
Um, number 23 organic socialreach.
We're talking about posting onyour profile page.
Whatever you know, it'sdifferent for each platform.
It can organic social postingcan replace your ad budget, but
it is rare and must you must, beextremely remarkable.
So we talked about uh, weactually had a question.
That was you know what's thevalue of my organic posting and
(28:16):
this company's producing?
I think for a three monthperiod they posted once a day an
awesome video every single dayand they were getting millions
of views, which is amazing.
I'm going to guess that mostpeople don't have the content,
the spokesperson or the energyto be able to get millions of
views, but in that rarecircumstance it equated to that.
(28:41):
They were even with some of thecosts they had in labor.
Brandon Welch (28:45):
They were spending about the same.
They were spending $150,000 ayear on the salaries, the
equipment, the space, all of thestuff on content creation.
But they were getting more thanthat by a lot out of the views
and organic reach they weregetting.
That's not true for most of you,because you're not willing to
spend that time, effort andmoney.
But there's no such thing as afree lunch.
(29:07):
Because you're not willing tospend that time, effort and
money, but there's no such thingas a free lunch.
You're not just going to,unless you're like, unless your
time has come and you're theinfluencer the world has been
waiting for, because you look alittle better or you're a little
more interesting, and that'sjust.
The stars align.
That happens.
That happens to some TikTokteeny boppers right, that
(29:27):
happens.
That happens to some TikTokteeny boppers right, that
happens sometimes.
But the degree to which you areremarkable is the degree to
which your organic content cansurpass other dollars spent.
Caleb Agee (29:38):
Yeah.
Brandon Welch (29:38):
So don't be lame.
Caleb Agee (29:40):
Yeah, that's good, you take number 24.
Brandon Welch (29:43):
Yep Number 24.
Half the population prefersverbal communication.
Half the population preferswritten communication.
If you want your best shot atgrowth, be great at both styles.
Don't just be the jaw-flapping,extroverted salesperson.
Be the well-buttoned up companythat is willing to send people
(30:06):
details and give them peace ofmind in an email, because that's
the other half of humanity.
It's literally 50-50.
According to the MBTI, thelargest database of
personalities that exist in theworld, it says half of humanity
wants to talk it out.
Half of humanity wants togather the details and then move
forward.
So be good at both.
(30:27):
And that's from the episode.
Are you Ignoring Half yourCustomers?
Caleb Agee (30:30):
Yeah, number 25, and this is our final one.
We'll do it together.
Keep showing up.
The secret to becoming anovernight success is commitment.
Brandon Welch (30:45):
Yes.
Caleb Agee (30:45):
I'm putting overnight success in air quotes.
Brandon Welch (30:47):
Yes, it will feel like that after about eight
years yeah.
Caleb Agee (30:52):
I think when we look around we see all those
overnight successes.
And that's the danger is wecan't.
We got to have a healthy set ofblinders on.
Brandon Welch (31:01):
Yes.
Caleb Agee (31:02):
Stay in our lane and run that horse race like we
should, but when we're lookingaround at those overnight
successes, I promise youcommitment was in their recipe
for success.
Brandon Welch (31:14):
I got to meet a really influential author one
time and somebody wrote a bookthat was really powerful for my
wife and I and she said I waslike, how did you get a
bestseller out of the gate?
That's what everybody wants toknow from her.
And she's like you have no idea, she goes.
(31:35):
I wrote eight books that wentabsolutely flat.
They sucked.
You've never heard of them, youprobably can't find them, but I
wrote eight books and Ipublished them.
I put them out there and thenthis one book was like world
famous.
Caleb Agee (31:51):
Yeah.
Brandon Welch (31:52):
So that is commitment changes everything.
What are we doing here?
Commitment, we're showing up.
We're showing up.
We're showing up for you.
We are practicing what wepreach, because I'll just speak
to a podcast when you're earlyon, you might get a dozen views
and 11 of them are your mom.
And so when you write a book,sometimes that happens.
(32:15):
It doesn't get that much steam.
When you run an ad, I guaranteeyou first time you run it it's
not going to feel that way orit's not going to feel like it's
an overnight success.
But you like the bestrelationships in humanity, the
strongest bonds, the people whogo to bat for each other, the
people that show up to dobusiness with each other in the
(32:36):
healthiest of ways and the mostproductive and profitable ways.
That always, always, alwayscomes from trust, and trust only
comes from, like, repeatedexperiences.
And so, just from amathematical level, the degree
to which you are consistent andencouraging and attractive and
(32:58):
otherwise interesting andmotivating in somebody's life
over and over and over again, isthe degree to which you win.
And outside of the cool, reallycool factor, that just feels
good.
It just feels good to be aloyal, consistent partner, and
this is true for yourrelationships with your team.
(33:19):
You show up for them.
This is true for home.
This is true for the strongestof marriages and friendships.
This is true for the strongestof parent relationships.
This is true for the strongestof marriages and friendships.
This is true for the strongestof parent relationships.
This is true for the strongestof leaders of any kind, and it's
very, very, very true for yourmarketing and your company.
Keep showing up for your people, keep bringing them the good
news, keep being patient andsaying here today, here,
tomorrow, here, when you need us, and you will grow and you will
(33:43):
be prosperous and you will haveall of the things that we all
want.
And that is why we will be backhere every Monday 52 times, 52
times.
Caleb Agee (33:53):
Bring it on.
Brandon Welch (33:53):
Yes, we haven't missed one in a year and seven
months, or something like that.
Yeah, something like that.
So we'll be back here everyMonday answering your real life
marketing questions, sharing allthat we know about growing
companies because marketers who?
Caleb Agee (34:09):
who cannot teach you why?
Are just a fancy lie.
Brandon Welch (34:10):
Happy New Year and have a great week.
Welcome to the Maven Marketing Podcast.
Today is Maven Monday.
I'm your host, Brandon Welch,and I'm here with Caleb.
Happy New Year, Agee.
Hey, it's coming up.
Tell us about your New Year'sEve traditions.
What do you do?
Where do you go?
Caleb Agee (00:18):
I'm not going to lie , I'm an old man.
He's in bed.
Brandon Welch (00:21):
He's in bed, toes up nightcap on by 10:30.
Caleb Agee (00:25):
Celebrate with the middle of the Atlantic?
Probably Do you really?
Oh my goodness yeah.
Brandon Welch (00:32):
I don't know what to do with you.
Caleb Agee (00:34):
All right, but I am well rested.
On January 1st, my year startsoff with a lot more pep in my
step than a lot of people.
Brandon Welch (00:41):
I'll say A little less groggy than some others.
Yeah.
Caleb Agee (00:45):
Yeah, everybody else has to sleep in.
I am on it.
Brandon Welch (00:48):
So I've spent like 25 of my 35 New Year's Eves
New Year Eves with like thesame buddy since like we started
going to church together, likewhen we were five or whatever,
yeah, and so that's where we'llbe.
But now our kids have that sameexperience and so they have
their own traditions and it'sbeautiful, that's awesome.
Hope you are having a wonderfulnew year, or almost new year.
(01:09):
This is the place where we helpyou answer your real life
marketing questions, eliminatewaste and advertising, grow your
business and achieve the bigdream.
I got the intro and the outroout of the way.
Bring it on.
I almost forgot.
That's okay.
We've only done this 79 timesnow.
That's a real stat.
You can take that to the bank.
And this is our last episode ofthe year and we are so grateful
(01:31):
that we get to do the work thatwe do.
This is after Christmas.
We are just looking at all ofthe wonderful people we've
served and the thousands of youthat are showing up to be part
of our journey and our mission.
And for us, yes, we have an adagency here serving
owner-operated companies acrossthe US, but we also.
(01:53):
Our mission is bigger than that.
It's bigger than the one-on-onecompanies we can serve.
It's always been to bringentrepreneurs up, to give them a
little more confidence in theirmarketing plans mostly to
eliminate the big bad wolf ofwasted advertising.
Caleb Agee (02:08):
That's right.
Brandon Welch (02:09):
Which our research says is at least 80% of
what's going on in America.
Yeah, is good intention moneybringing poor results, and we
just hate that.
Yeah, we would rather you spendthat money on your kids or your
team or your community thanthrow it away to advertising.
But the better thing is thatthe advertising would bring you
(02:29):
more prosperity and connect youwith more good people, so that
you have an abundance to dothose things.
That's why we're here, that'swhy the Maven Marketing Podcast
exists and we have so manythings coming up to further that
mission.
One that you need to know aboutis our Maven Marketing Audit is
now live atmavenmarketingauditcom.
Caleb Agee (02:46):
Wow, what a great URL.
Brandon Welch (02:48):
And what a great URL.
And if you're just sitting heregoing, hey, what are some
things I could sharpen up on inthe new year, Hit
mavenmarketingauditcom and giveyourself five minutes to fill
that out and it's just going toshow you like, after doing this
well over a decade, on our wayto two decades like the things
that we see in marketingcampaigns that are high
(03:10):
performing, the things that aremaking our clients and the
people that we get to hangaround millions of dollars every
year.
And it'll give you a readbackof saying, hey, here's where you
might be weak and, if you want,you can go ahead and click that
big button that says let's talkabout it.
And you will get a 30-minuteconversation with somebody in
our team that just says, hey,here's the areas that looks like
you might be weak in and here'ssome ideas for how to improve
(03:32):
those.
And then there's two kind ofsteps after that.
You could choose to say thanks,appreciate it, see you back on
the podcast.
Or you could choose to step intoour new mastermind product,
which is a very awesome newthing.
We're starting in January 25.
And that means you could takethose things that you maybe have
(03:54):
opportunities to improve on.
You could bring them to ourmastermind every a couple times
a month.
Bring your ads, bring yourstrategy, Bring your maybe your
team and sales challenges to agroup of people which will be
led by Frank and Maven, and I'llbe happy to be there.
Caleb's going to be there, yes,Leslie's going to be there,
Megan's going to be there, Nate,the camera guy, may even make
(04:14):
guest appearances.
Caleb Agee (04:15):
Oh my, gosh, you can actually see his face.
Brandon Welch (04:18):
Yeah, and it's like the work that we do on a
day-to-day basis for thecompanies that we serve directly
.
You're going to get a piece ofthat to help guide you along.
And it's going to be like sofreaking affordable it's going
to be.
You know, you're not even goingto be able to put a value on
that time that you wouldotherwise have to spend.
Caleb Agee (04:35):
Yeah, and then the bonus aspect of that mastermind
is the community piece, which isyou will be with a bunch of
other business owners andmarketers who have seen things
that maybe you're running intoand have answers and ways around
that.
And so there's such a beautifulpiece of that and Frank and
Maven clients.
Brandon Welch (04:55):
They're going to be the foundation of the group
and making them better.
We kind of do that behind thescenes anyway, but you guys are
going to get a front row seat ofthat.
And then if your business is ina spot where you are trying to
go from this $3 million to $5million space and on up from
there, that's where it startsmaking sense for Frank and Maven
(05:15):
to step in and maybe be apartner with you or help you
find a marketing partner in yourarea, and that's where an
agency in general can reallygive you a good leverage on your
time and resources you'dotherwise have to invest,
because we have some of the besttalent in the world here.
We have the Nate the Camera guys, we have Carters, we have
Leslies and Megans and Audreysand Kyles.
Caleb Agee (05:36):
I think those grow on trees.
Yeah, show me that farm, showme that farm Right for the
plucking.
Brandon Welch (05:40):
Right for the plucking.
But we have them here and theseare people that are skilled.
It's our entire job to growowner-operated companies and
make you famous in your marketand make people just can't help
but want to do business with youversus your competitors.
So to read all that back to you, we'll be here every week on
the podcast, no doubt.
You can buy our books.
There's more versions and morethings coming out all the time.
(06:05):
You can follow our blogs.
You can check out our newwebsite at frankenmavencom and
have a whole new way to searchand interact with those.
Or you can take that MavenMarketing Audit and take it to
the next step and say, hey,instead of just this going in
one ear and bouncing around,what can I do to put action to
it?
That's the Maven MarketingAudit.
We're so excited to give youthat tool.
There's no strings attached.
(06:26):
You can take it and leave.
You can take it and takeanother step forward.
You can do whatever you want,but it's going to help and we're
so happy that that's live now.
Caleb Agee (06:33):
Yeah, bring it on.
Brandon Welch (06:34):
Back to the regularly scheduled program
Today 25 marketing tips for 2025.
You see what we did there.
Caleb Agee (06:42):
Yeah.
Brandon Welch (06:43):
And we cheated on this episode.
Caleb Agee (06:44):
Yeah, we're going to pull the greatest hits from 24,
essentially from this last year, and we talked to a lot of
(07:09):
great marketers a lot hits outof here, so that we can help you
really quickly.
Maybe you're new and you'relike what's going?
Brandon Welch (07:12):
on.
Yeah, what have I?
Caleb Agee (07:13):
missed.
This will help you just get aquick catch up on what we
learned.
Brandon Welch (07:16):
Yeah, we cheated because we just pulled from our
past episodes, but we're goingto give them to you like bullets
.
Caleb Agee (07:21):
Yeah.
Brandon Welch (07:22):
And if you don't like this one, there's another
one coming.
Caleb Agee (07:24):
We're going gonna try to put the cards on the
screen throughout these and sohopefully you can just uh and
you can see them in thedescription, but you can just
jump over to them.
We'll tell you the names of theepisodes if you want to go
deeper.
So, number one, you want me tostart it?
I do.
Okay, number one, ai, brandoncalls him, uh, uh, his friend,
(07:45):
al Al, yeah, uh, what is what'sthe other one?
Cheat, cheat, gpt, cheat, gpt,um.
Ai can analyze data, but itcan't write new or surprising
ads.
Brandon Welch (07:56):
Yes.
Caleb Agee (07:56):
So that was from our episode of you know six trends
you need to be aware of thisyear.
Um, a big thing that washappening is things are becoming
softer and everybody isscrutinizing this AI world.
Yeah, and the reality is itcan't write something as
creative as you can.
Brandon Welch (08:15):
We use it every day here.
We it's, it's maximize ourproductivity in so many areas
and data analysis and maybeoutlines and like just Ideation,
Maybe just Fast forwarding yourbrainstorming process a little
bit, but as far as gettingnoticed, getting known, liked
and trusted, it's very, verypoor at doing that.
Caleb Agee (08:34):
It's a conglomeration of a billion
things and it will only be themiddle of all those billion
things.
Brandon Welch (08:39):
Yes, and it's not just the ad writers saying that
there's actually a lot ofstudies out there about what
generative AI is going to bemissing in the humanity, and
that's kind of the general idea,the arts, the understanding,
the human condition, and turningthat into something of depth is
the challenge of AI as itexists now.
(09:00):
And we're not doubters, we'renot detractors, we're just
saying that's the case.
So find somebody talented tohelp you write your ads.
Caleb Agee (09:08):
Yep.
Brandon Welch (09:09):
Number two is make company rituals.
This is from our episode ofkeeping new year momentum alive
with your team.
We all have resolutions, we allhave big plans and big
intentions and by week three weall know they statistically
don't stick.
But we did an episode just foryou so that you don't have to be
one of those losers.
And especially as it relates toyour team and this is we pulled
(09:32):
from like our very bestpractices internally and how we
keep our team fired up.
We keep them fired up, don't we?
Nate the camera guy?
They're always fired up.
He sounds fired up.
Throughout the year.
Yeah, he's fired up.
Caleb Agee (09:41):
He didn't even have any coffee.
Brandon Welch (09:42):
You're either fired or you're fired up.
Oh my god, uh around here.
So, um, anyway, take, check out.
Keep new year's momentum alivewith your team and making
company rituals yeah, numberthree is drive around the block
and um.
Caleb Agee (09:55):
This was from brandon and valerie's uh
two-part episode about, um,everything they've learned and
seen throughout the years.
Brandon Welch (10:04):
Since this is specific to you, I want you to
take this one how to not loseyour mind or your wife while
you're building a business.
Yeah, I don't think that's howwe titled it, but yeah, like you
want to have a happy, healthymarriage, and I am blessed with
the best marriage I couldpossibly ever hoped for, and she
is amazing.
But also there are some thingswe've learned that make it even
more amazing together, and oneof those things is you're going
(10:26):
to have a rough day today, or arough week, or just an
exhausting day, and you'retreading all the things you got
going on and here's the thingall of your people have got the
best of you all day.
There are also some tiny souls,or maybe just one important
person Maybe it's your wife oryour husband who's been also
waiting for you all day, andthey deserve a fresh impression.
(10:48):
So I learned years back Ineeded to drive around the block
, turn the radio off, turn thephone off, and there's a road by
my house.
I go on about a two or threemile detour to take the long way
home, detour to take the longway home, and I breathe and pray
and sometimes just reflect anddisconnect from my day so that
when I walk into that door I'mnot overlapping the last energy
(11:09):
I had out.
You know that's right.
So if you got to take phonecalls on the way home, fine, but
kill them and drive around foranother five, 10 minutes and
think about show up with thatfirst impression back home
intentionally, that's greatNumber four make sure you answer
the top five questions peopleare calling about on the
homepage of your website.
Caleb Agee (11:28):
So this was in an episode we talked about how to
increase your website leadswithout spending a penny.
That was a winner, a banger ofan episode.
You should go check it out.
That's a wonderful episode, butthe point of this was go ask
the people who answer yourphones, who are outward facing.
Brandon Welch (11:43):
Next week.
What's the top five things?
They call them what do?
Caleb Agee (11:45):
you hear, or have them make a little log what are
people asking about?
And then make sure go scrollyour homepage and make sure all
of those questions are answeredin some form or fashion.
It's not just like frequentlyasked questions.
No, answer them as statementson your homepage somewhere.
Brandon Welch (12:14):
Yes, enough said.
Now answer them as statementson your homepage somewhere,
people, and simplify the dots,cause one of the biggest
objections for anybody takingaction is they're just.
They just can't imagine quitewhat's going to happen next, and
so a way to speed up conversionon all levels is to say we make
this easy.
Step one we do this.
Step one.
Step two we do this.
Step three we deliver you aplan.
Step four we come and do theplan.
(12:35):
Step five yada, yada, yada.
Okay, so bring it down and ifyou're not good at writing zippy
copy, find somebody who is andgive those three to five steps
for how to have success on yourhomepage.
Caleb Agee (12:44):
Yeah, number six actually showed up in multiple
episodes this year.
It showed up in that websiteleads conversation, but then it
also showed up in how toincrease your appointment seven
ways to increase yourappointment set rate.
Yeah, automate your follow-upprocesses.
So, after somebody becomes alead, a lead is a person with a
(13:05):
need don't forget, aftersomebody becomes a lead, make
sure whatever happens to themnext is completely automatic.
It may involve humaninteraction.
Yes, you know.
It may not be that you haveautomated everything.
Brandon Welch (13:19):
Hey, caleb, we got your information.
Thank you so much.
We'll be reaching out shortly.
That's an automated email or atext?
Yeah, there, may automatedeverything.
Caleb Agee (13:23):
Hey, Caleb, we got your information.
Thank you so much.
We'll be reaching out shortly.
That's an automated email or atext?
Yeah, there may be a manualpart of that automated process,
but it needs to be defined Likewe will write them a handwritten
note one day later but, that'sautomatic in your mind.
Brandon Welch (13:34):
Yes, Does that make sense?
Yes, Follow up and make itevery time.
Seven, attitude, aptitude andactivity are the three A's to an
unstoppable team.
We had the pleasure of pullingin one of the smartest people I
know, Mr Nick Gordon, CEO ofmultiple eight and nine-figure
companies.
He's just the coolest dude andhe came.
If you didn't get to see thatepisode, it was really good,
(13:54):
Just oozing with CEO wisdom.
And that was the episode calledI'm sorry, Timing and Tenacity
Inside the Mind of a Three-TimeEight-Figure CEO and one of my
favorite takeaways.
I'll just do seven and eighthere.
But attitude, aptitude andactivity.
If you've got a problem in yourbusiness, it's going to fall
into one of those categories,says Nick, and he's hired like
(14:17):
thousands of people, so I wouldtrust him.
So they either don't have theright attitude.
They don't have the rightaptitude, meaning you haven't
trained them, or they don't comewith the skill set they need,
or they're not putting in theactivity.
Caleb Agee (14:26):
Yeah.
Brandon Welch (14:26):
I'll follow up with number eight.
He says with that, kick lowproducers out of your meetings.
If you've got whiners, don'tlet them have a seat at the
table.
If you've got underperformers,they don't get a seat at the
table.
You want a part You're going tohave to put up or shut up.
Yeah, that's number eight.
Caleb Agee (14:40):
That's number eight.
Number nine take a chunk ofyour ad budget and put it into
customer experience.
It will pay off bigger.
What if?
Brandon Welch (14:48):
you spent $10,000 wowing the crap out of people
who interact with your company,oh man.
Put it in custom swag, put itin fancy candles, put it in your
bathrooms, put it in somethingthat's just going to increase
the customer experience.
Caleb Agee (15:02):
Yeah, make it really special.
That showed up in yourinterview with Jason Friedman
and I would say, with Alec Palenthis year as well, yep and so
you don't need more leads is thename of the episode.
Yeah.
Brandon Welch (15:16):
So number 10 is you is the most profitable word
you can choose in marketing.
Every time you write a piece ofweb copy, every time you write
an ad, you're going to find thatyou tend to put in us and we
and I and our company and insertat our company name here at
Frank and Maven.
Kill that stuff, go, change itand make it a you statement
instead of a we statement.
That's in the episode five waysto make your Facebook ads more
(15:39):
profitable.
Caleb Agee (15:39):
Featuring Leslie Jo Clark.
That's it, number 11,.
Healthy companies allow forhealthy people and healthy
people build healthy companies.
That's a Caleb Agee original.
Brandon Welch (15:48):
That's an original.
We had to pay Caleb royaltiesfor him to say that Every time.
Caleb Agee (15:52):
I say it no.
So that was a conversation withMegan and I about the three
facets of unstoppable companyculture and we really just broke
down from the inside.
I think a lot of our listenersare business owners or leaders
and it's really easy to maybejust come in and do the same
thing.
But you want to take a healthyperspective of are you allowing
(16:15):
for your people to have ahealthy life?
Because healthy people buildhealthy companies.
If your company makes peopleunhealthy, I would advocate that
one.
Is your company healthy and arethey going to build a company
that creates more healthy people?
Brandon Welch (16:33):
Yes, and it's always going to catch up with
you.
So, you can work.
You can work beyond thebandwidths of, you know, eight
to five or whatever.
That's part of it.
It's part timing.
Yeah, it's also part how theyget to come home feeling about
themselves.
Yes, it's never going to beperfect.
There's always going to be upsand downs, but if you are
trending and you make it a goalof leadership and Caleb is so
brilliant at this- I'm so proudof what we have in our way.
Caleb Agee (17:06):
If you don't Sabbath , Sabbath comes for you, oh yeah
.
So if you don't make time toSabbath, Sabbath comes for you
and it shows up in the form ofbeing sick in bed because you've
overrun yourself.
Brandon Welch (17:17):
Now, Caleb, are you Bible thumping us right now?
Caleb Agee (17:19):
I'm not Bible thumping.
This is reality.
If you don't rest, you're goingto have an anxiety attack.
If you don't slow down-.
Brandon Welch (17:27):
You're going to get sick.
Caleb Agee (17:28):
You're going to get sick If you don't take care,
feed your body, fuel it withhealthy things, you will, God
forbid, over a long term, getsome sort of unhealthy-.
Brandon Welch (17:37):
Cancer, cancer or something like that.
If you don't provide space towater and nurture your marriage,
you're going to spend the timelater in counseling or divorce
court.
Yep, or worse, I would arguethan even divorce court is a
house where you don't know eachother and live in unity.
Caleb Agee (17:55):
Yeah, so boom, bring that for your people.
Brandon Welch (17:57):
Yeah, hey, 12,.
We could have made a wholeepisode there.
Hey 12, the best ads bringsmiles, fists or tears.
Do not write your ads.
If you have an ad that's like,people are like, oh, I think
that's going to offend somebody,that's probably the ad that you
want to keep.
Now.
We're not going to go in thedark areas, we're not going to
say stuff we shouldn't say.
We're not going to alienatepeople.
Caleb Agee (18:16):
We're not going to be mean.
I'm being weird just for thesake of being weird.
Brandon Welch (18:18):
But if you're like, oh, that's a little
annoying, probably the ad youneed to keep, right Joey, right
Mike, if you write an ad that'sa little bit edgy, probably the
ad you need to keep.
If you've got somebody saying,well, that's just a little bit
odd that you would say that thatdoesn't sound like an ad, that
doesn't sound professional,that's the one you need to keep.
So smiles, fists or Average adsare like motel art, elevator
(18:46):
music, just sitting therewaiting to be ignorable, and the
worst thing that could kill anad campaign is ignorable ads.
That's in the episode how towrite ads that everyone will
listen to, along with tip number13, which is make specific
claims.
So you don't want to say whilesupplies last, you want to say
we have 13, and when they'regone, they're gone.
You don't want to say startingat $5,000, you want to say we
have 13 and when they're gone,they're gone.
You don't want to say, you know, starting at $5,000, you want
to say we have exactly this manyand it will cost you $4,894.
(19:11):
Yes, specifics are morememorable than generalities.
Caleb Agee (19:15):
Yeah, and quantify.
If you make a claim, quantifythat as well as you can.
Try to find a way to prove itNumber 14.
If you want to close more sales, ask your clients more
questions.
The question will never screwyou the strongest tool in your
tool belt as a salesman isquestions.
Brandon Welch (19:36):
Two ears, one mouth.
That's right, number 15.
No-transcript.
But Google is constantlychanging the landscape of the
search engine result page.
Namely, they're putting likeeight or nine paid positions
above good old-fashioned organic.
And so SEO is always a goodthing to have and we do a lot of
that around here.
(19:56):
However, there are some new,unfortunately.
There are some new paid spotsyou're going to have to play in
if you're in any servicecategory, because there's two to
three new ad spots.
I say new as of the last coupleof years they've kind of rolled
out to all markets and they'readding industries all the time.
So if you used to be the estateplanning attorney, that was
number one on Google and you'relike, nah, I don't have to pay
(20:19):
anything for that.
Well, now it's like there'seight or nine other things on
the page that other people haveto pay for and your competitors
could disrupt you there.
So just know that.
That's in the episode calledwhy your Organic Website Traffic
Is Down in 2024, number 16.
Caleb Agee (20:31):
Number 16, fill one glass at a time.
That is actually one of theCore values, one of the core
values of Frank and Maven.
We say it every single week.
If you employ an agency, if youhave an agency on your side
that's doing, you know, mediaplacement of any sort.
Make sure they're laser focusedon doing a few things instead
(20:52):
of um trying to put what whathappens in the world is called
the media mix right a littleslice of the pie everywhere.
No, do something really reallywell.
Um, one of the biggest knownnames in our city, did one thing
until his budget was probably amillion dollars and then he did
two things.
(21:13):
Yes, and that is it.
That's all he's done and itworks, because he is the most
well-known name in this city,probably.
Brandon Welch (21:19):
You do not have enough money to do all of the
things.
Well, Do one of them reallywell, One glass at a time.
Overflowing will pay way moredividends than being half full.
Caleb Agee (21:28):
And don't let your agency drag you into a bunch of
different things.
Brandon Welch (21:30):
Shiny object syndrome is death.
Alright, that's in how to holdyour digital ad agency
accountable episode Number 17.
Divergence is the key toearning attention in an ad.
Divergence, you want to showsomething, somebody, something
they expected and thenimmediately disrupt it.
We want a big, serious rooferguy who becomes a cartoon.
(21:55):
That's divergent.
Yeah Right, we want a superserious law firm to have old
ladies laughing like the GoldenGirls, right?
Divergence Take what yourcategory is known for and
disrupt it, because disruptionis attention, attention is
action and all the things wewant when we put money behind a
message.
That's in the how to writewords that stimulate and sell
(22:18):
and it's also how to measure thesorry.
It's also in five ads that arekilling it and why.
That's in both those episodeswe talked about.
Caleb Agee (22:24):
Yeah, number 18, you should call.
Should call email and text ifpossible.
Um, we already saw, said this,but your follow-up process needs
to have all different kinds aprocess and um, we talked about
that in seven ways to increaseyour appointment set rate.
But then also are you ignoringhalf your customers, where we
talked about introverts andextroverts?
(22:45):
and make sure that you'veallowed for a space for, you
know, extrovert theoreticallywould want to pick up the phone
and talk to you and introvertwould maybe want to type out
their response and thoughtfullyyes, so make sure you allow for
them to communicate with you theway they want to be
communicated with, not the wayyou want to be communicated with
yes, sir, number 18, you justsaid you want to be communicated
(23:07):
.
Brandon Welch (23:07):
With?
Yes, sir, number 18, you justsaid Number 19,.
You get more customers today byflexing your ability to be
better on price speed and hassle.
Okay, what happens a lot oftimes is people go to market
running an ad and saying buy now, call now, do all these things,
and they're doing that becausethey want the phones to ring and
(23:27):
they want this abundance ofcustomers rushing in.
They're doing that because theywant the phones to ring and
they want this abundance ofcustomers rushing in.
But the degree to which you aresuccessful with that is the
degree to which you are trulycompetitive or some sort of
competitive advantage on pricespeed or hassle.
So, if you want to write atoday customer ad and get those
people in, two thumbs up, butmake sure you are ready to
(23:47):
compete in that area.
Caleb Agee (23:48):
Yeah.
Brandon Welch (23:49):
Don't try to be the.
We've been in business 25 yearsand we believe in relationships
.
If you're trying to get peopleto buy now because the people
who are buying now don't reallycare about that, unless they've
already been building theirrelationship with you over time.
So you want price, speed orhassle, or all three, if you can
, in your today offers.
Caleb Agee (24:07):
Along with that, that's from the episodes how to
Get More Customers Today and howto Cash In on your Brand's
Equity In those same twoepisodes and I'll advocate a
little bit last week when wetalked about media selection the
longer you do today marketing,the harder it is.
Should I redo that?
Brandon Welch (24:27):
No, go for it.
Cut this out this out.
Caleb Agee (24:28):
You know what we?
Brandon Welch (24:29):
can leave the.
We can leave the imperfectionsin there.
That was my wife texting me,okay, well, that's good let's go
.
Caleb Agee (24:34):
The longer you do today marketing, the harder it
is when you uh, we talked aboutthat 60 40 split last week, yeah
, um, or 70, 30, if you're, ifyou're really mature, the longer
you trend higher on the todayside of things, the instant
gratification if that is thelarger chunk of your budget and
(24:54):
your mindset you will plateau.
You will plateau and you'll geton the struggle bus pretty
quick until you start thinkingmore long-term than short-term.
Short-term has its place, butit's not the bulk.
Brandon Welch (25:07):
So put more substance and personality and
long-term relationship buildingin your ads over just doing
offers constantly.
Number 21, tv and radioaudiences broadcast.
We call that broadly castingyour message on radio waves and
TV waves are still the cheapestway to reach large groups of
(25:28):
people in most categories and inmost markets.
Yes, in 2025, I'm saying as amillennial, as a cord cutter, as
a YouTube, apple, hulu andPeacock subscriber.
I am still saying that thelargest audiences.
I am still saying that thelargest audiences.
If you want to reach massivegroups of people at one time
(25:50):
today that is still done mostefficiently on TV and radio.
We're in a season where that'sgoing to change.
It's going to get moreexpensive for everybody.
Reaching large groups of peopleis becoming harder and harder,
but there's still a gold mine inthose audiences, especially if
you're wanting to sell to babyboomers or people who are
(26:11):
semi-retired, and that is fromthe episode Don't Buy TV and
Radio Ads Until you Listen tothis.
The ultimate levelingcomparison if you want to say is
TV really better than what Icould be doing over here on
YouTube or Facebook?
Is CPM your cost per reaching1,000 people or?
your ad being seen 1,000 timesAlso in that episode.
(26:35):
Don't buy TV and radio adsuntil you listen to this.
It's not just reaching people,it's how often you reach them.
Very, very, very, very fewpeople, comparatively, are in
the market for your productright now.
Your best hope when we go, ah,I need a new refrigerator, or ah
, I need new tires.
Oh, I need a new roof.
(26:58):
The first thing we dopsychologically is we consult
our own memory and experienceFive seconds later, when that
produces nothing, then we go tosearch engines.
Okay, but the zero moment oftruth is oh, have I heard of
this before, or do I havesomebody that fits this category
?
And your goal as a company isto be the one that comes to mind
first before they ever have togo to the stupid search engine.
(27:19):
That's right.
So they're typing your name in,and to do that you have to have
frequency.
You have to have frequency Todo that.
You have to have frequency,caleb, you have to have
frequency To do that.
You have to have frequency,caleb.
You have to have frequency forthat recall factor to happen,
and with the same people.
So when you're buying TV andradio or, frankly, any
advertising, focus on smalleraudiences, but more times if you
want to become that recalledfactor, unless you're selling
(27:40):
something that's like a reallytransactional you know it's
raining and you got umbrellasfor sale or tourism.
Caleb Agee (27:52):
People make last minute decisions a lot while
they're out on a trip, somethinglike that.
Um, number 23 organic socialreach.
We're talking about posting onyour profile page.
Whatever you know, it'sdifferent for each platform.
It can organic social postingcan replace your ad budget, but
it is rare and must you must, beextremely remarkable.
So we talked about uh, weactually had a question.
That was you know what's thevalue of my organic posting and
(28:16):
this company's producing?
I think for a three monthperiod they posted once a day an
awesome video every single dayand they were getting millions
of views, which is amazing.
I'm going to guess that mostpeople don't have the content,
the spokesperson or the energyto be able to get millions of
views, but in that rarecircumstance it equated to that.
(28:41):
They were even with some of thecosts they had in labor.
Brandon Welch (28:45):
They were spending about the same.
They were spending $150,000 ayear on the salaries, the
equipment, the space, all of thestuff on content creation.
But they were getting more thanthat by a lot out of the views
and organic reach they weregetting.
That's not true for most of you,because you're not willing to
spend that time, effort andmoney.
But there's no such thing as afree lunch.
(29:07):
Because you're not willing tospend that time, effort and
money, but there's no such thingas a free lunch.
You're not just going to,unless you're like, unless your
time has come and you're theinfluencer the world has been
waiting for, because you look alittle better or you're a little
more interesting, and that'sjust.
The stars align.
That happens.
That happens to some TikTokteeny boppers right, that
(29:27):
happens.
That happens to some TikTokteeny boppers right, that
happens sometimes.
But the degree to which you areremarkable is the degree to
which your organic content cansurpass other dollars spent.
Caleb Agee (29:38):
Yeah.
Brandon Welch (29:38):
So don't be lame.
Caleb Agee (29:40):
Yeah, that's good, you take number 24.
Brandon Welch (29:43):
Yep Number 24.
Half the population prefersverbal communication.
Half the population preferswritten communication.
If you want your best shot atgrowth, be great at both styles.
Don't just be the jaw-flapping,extroverted salesperson.
Be the well-buttoned up companythat is willing to send people
(30:06):
details and give them peace ofmind in an email, because that's
the other half of humanity.
It's literally 50-50.
According to the MBTI, thelargest database of
personalities that exist in theworld, it says half of humanity
wants to talk it out.
Half of humanity wants togather the details and then move
forward.
So be good at both.
(30:27):
And that's from the episode.
Are you Ignoring Half yourCustomers?
Caleb Agee (30:30):
Yeah, number 25, and this is our final one.
We'll do it together.
Keep showing up.
The secret to becoming anovernight success is commitment.
Brandon Welch (30:45):
Yes.
Caleb Agee (30:45):
I'm putting overnight success in air quotes.
Brandon Welch (30:47):
Yes, it will feel like that after about eight
years yeah.
Caleb Agee (30:52):
I think when we look around we see all those
overnight successes.
And that's the danger is wecan't.
We got to have a healthy set ofblinders on.
Brandon Welch (31:01):
Yes.
Caleb Agee (31:02):
Stay in our lane and run that horse race like we
should, but when we're lookingaround at those overnight
successes, I promise youcommitment was in their recipe
for success.
Brandon Welch (31:14):
I got to meet a really influential author one
time and somebody wrote a bookthat was really powerful for my
wife and I and she said I waslike, how did you get a
bestseller out of the gate?
That's what everybody wants toknow from her.
And she's like you have no idea, she goes.
(31:35):
I wrote eight books that wentabsolutely flat.
They sucked.
You've never heard of them, youprobably can't find them, but I
wrote eight books and Ipublished them.
I put them out there and thenthis one book was like world
famous.
Caleb Agee (31:51):
Yeah.
Brandon Welch (31:52):
So that is commitment changes everything.
What are we doing here?
Commitment, we're showing up.
We're showing up.
We're showing up for you.
We are practicing what wepreach, because I'll just speak
to a podcast when you're earlyon, you might get a dozen views
and 11 of them are your mom.
And so when you write a book,sometimes that happens.
(32:15):
It doesn't get that much steam.
When you run an ad, I guaranteeyou first time you run it it's
not going to feel that way orit's not going to feel like it's
an overnight success.
But you like the bestrelationships in humanity, the
strongest bonds, the people whogo to bat for each other, the
people that show up to dobusiness with each other in the
(32:36):
healthiest of ways and the mostproductive and profitable ways.
That always, always, alwayscomes from trust, and trust only
comes from, like, repeatedexperiences.
And so, just from amathematical level, the degree
to which you are consistent andencouraging and attractive and
(32:58):
otherwise interesting andmotivating in somebody's life
over and over and over again, isthe degree to which you win.
And outside of the cool, reallycool factor, that just feels
good.
It just feels good to be aloyal, consistent partner, and
this is true for yourrelationships with your team.
(33:19):
You show up for them.
This is true for home.
This is true for the strongestof marriages and friendships.
This is true for the strongestof parent relationships.
This is true for the strongestof marriages and friendships.
This is true for the strongestof parent relationships.
This is true for the strongestof leaders of any kind, and it's
very, very, very true for yourmarketing and your company.
Keep showing up for your people, keep bringing them the good
news, keep being patient andsaying here today, here,
tomorrow, here, when you need us, and you will grow and you will
(33:43):
be prosperous and you will haveall of the things that we all
want.
And that is why we will be backhere every Monday 52 times, 52
times.
Caleb Agee (33:53):
Bring it on.
Brandon Welch (33:53):
Yes, we haven't missed one in a year and seven
months, or something like that.
Yeah, something like that.
So we'll be back here everyMonday answering your real life
marketing questions, sharing allthat we know about growing
companies because marketers who?
Caleb Agee (34:09):
who cannot teach you why?
Are just a fancy lie.
Brandon Welch (34:10):
Happy New Year and have a great week.
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