February 24, 2025 • 27 mins
There are no more unique value propositions. You could invent the next big thing and you’ll have someone trying to do what you do in no time. So how do you differentiate your brand?
You connect it to something bigger.
Yes, it starts with the world you’re trying to create for your customers through amazing products and services. But it’s expanded when you use your platform to shine a light on a cause or passion that makes the world a better place.
This week Brandon and Caleb give you some unique ways to help support your favorite cause and take your purpose to a whole new level.
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Host: Brandon Welch
Co-Host: Caleb Agee
Executive Producer: Carter Breaux
Audio/Video Producer: Nate the Camera Guy
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Brandon Welch (00:00):
The number one secret for differentiating your
brand is to tie it to somethingbigger than you.
Tie it to something bigger thanthe products you sell.
Tie it to something bigger thanthe services you perform.
Tie it to something bigger thanyour reputation or your revenue
or your conversion rates oryour ad spend or any of those
things.
You need to tie it to somethingthat is doing something bigger
for humanity.
(00:20):
Welcome to the Maven MarketingPodcast.
Today is Maven Monday.
I am your host, Brandon Welch,and I'm here with Caleb.
What kind of coffee are youdrinking, Agee?
Caleb Agee (00:34):
Today I am drinking.
This is Equip coffee from Holdon Brazil.
Brandon Welch (00:44):
Hey, does your coffee bring women out of
poverty?
Caleb Agee (00:47):
It does.
Brandon Welch (00:48):
Mine does too.
Yes, we are exclusively anEquip coffee shop and that's a
big deal for us because we arekind of coffee snobs around here
and there is so much goodcoffee in our city and so many
people we love to support.
Shout out to our friends atArchitect, for when we go out
for coffee, love to support,shout out to our friends at
Architect for when we go out forcoffee, but inside the walls of
(01:10):
Frank and Maven we are drinkingEquip coffee, because our good
friends at Victory Mission usethis product.
They actually roast it in-houseand they package it, and they
employ women who have previouslybeen stuck in really bad
situations.
And they couldn't otherwisemaybe get jobs or get
opportunities, and they createopportunities for people to
actually package, deliver, shipthis all over the world and you,
(01:32):
because you know that now, areprobably going to order some at
equipcoffeecom Dot com.
Victory Mission in Springfielddoes some amazing work.
Caleb Agee (01:39):
Yeah.
Brandon Welch (01:40):
And I say that as a teaser for what's coming up
in this episode.
That's right.
You've been warned, that'sright.
You've been warned, that'sright.
So this is the place where wehelp you eliminate waste in
advertising, grow your businessand achieve the big dream.
And today, that big dream isgoing to get a little bigger,
because we're going to askourselves how do we
differentiate our brand?
How do we differentiate ourbrand?
Caleb Agee (02:02):
Yeah, I think it's really easy.
The word on the street isthere's no unique value
proposition anymore, and that'strue, Not one that lasts, Not
one that lasts.
You could be on the cuttingedge, you could be Apple making
the iPod, but you got what ayear two.
Max that you've got a musicplayer that fits in your pocket.
Max that you've got a musicplayer that fits in your pocket.
Brandon Welch (02:25):
Yeah, the old language was USP and, honestly,
the iPod was never a uniqueselling proposition.
Caleb Agee (02:32):
It was just more beautiful and it had higher
values and higher standard.
Brandon Welch (02:35):
Go watch the Simon Sinek.
Start With why video it's oneof the most famous TED Talks
ever quipped.
But we're talking aboutdifferentiating your brand, and
why would you want to do that?
Obviously, we want you to beand we hope you want to be the
most known, trusted and likedperson that does what you do in
your market.
That is what we do here atFrank and Maven For little tiny
(02:58):
companies, little big giantcompanies and everybody in
between, and we want to teachyou how to do the same.
And so this is going to sound.
The title made it sound like amarketing tactic, so we got you.
The title was a marketingtactic.
Yes, the content is a missiontactic.
That's right, and tactic isactually the wrong word
altogether.
Caleb Agee (03:16):
Yeah, it's not.
Brandon Welch (03:18):
This is an extension of your humanity and
your soul into your businessworld we hope, yeah it better be
.
Yeah, it better be.
Caleb Agee (03:24):
Yeah, and so foundationally, the first level
of that starts with your mission, and we say vision, values, and
vows here at Frank and Maven.
Brandon Welch (03:40):
If you have spent five seconds around us.
You know about vision, valuesand vows.
Right, that is the startingplace of all of our strategies.
Who are you?
What do you believe?
How do you roll?
What hill are you willing todie on?
What world are you creating foryour customer?
And so, my goodness, if youdon't know that, stop this
episode and go find the episodesthat Nate's going to link to.
There's two of them where wetalk about how to create your
strategy and then also how tobuild a business on values.
(04:02):
We did one with Dr Rice, andit's just about the world you're
creating.
Here's a big secret.
Simon Sinek and everyneuroscientist has proven this
and has said this is afoundation.
People don't buy what you do.
They buy why you do it.
That's right.
Caleb Agee (04:18):
You should go look at that Simon Sinek video.
Brandon Welch (04:19):
You really should .
Nate's going to make it pop upon the screen right now.
Caleb Agee (04:22):
There's a five-minute version of it if
you're looking for theSparkNotes, the long version is
good too, though it's like 12minutes.
It's like, yes, maybe 17 at themost.
Brandon Welch (04:31):
Watch the long version.
But there's this thing insideof us as human beings, we are
not thinking machines thatsometimes feel.
We are feeling machines thatsometimes think.
That is the takeaway of whythis all matters okay, and so
people are constantly wanting tobe fulfilled with some sort of
(04:51):
purpose.
Find me a person who doesn'thave purpose and I'll show you a
miserable person.
Find me a person who is intouch with some sort of purpose,
and I will find you a mostlyproductive and healthy human.
Caleb Agee (05:02):
Yeah, I just started the year with Man's Search for
Meaning, victor Frankl.
Brandon Welch (05:08):
Victor Frankl.
You should read that book.
Caleb Agee (05:10):
First half of it is will break your heart because
it's about his recalling histime in the concentration camp.
But he was a neuroscientist anda psychologist and so he
studied the brain and the mindwhich is a crazy combination
before he was ever in theconcentration camps, and he
found he already had a theory hecalls it, I believe, logos
(05:31):
theory, which is basically theword or the meaning, and if you
don't have meaning or purpose inwhat you do, that was the
difference between, essentially,people who made it in the
concentration camps and thepeople who didn't, and he would
literally imagine his purposeLike if you can find purpose
even in suffering, then you willhave a reason for that to be
(05:52):
true and you'll have a reason tocarry on, and so so, even when
you have literally nothing, whenevery connection has been taken
away from you, when you aredown in the ashes of humanity,
as he literally was in the worstway possible, your soul is
still looking for some sort ofpurpose and meaning.
Yeah.
Brandon Welch (06:13):
And so, wow, that's deep.
We're diving really deep intothat.
Caleb Agee (06:16):
But it's fresh on my mind and the reality is, you
need to have a mission that yourclients can believe in,
probably more importantly, thatyour team can believe in and
definitely that you believe in,and it can't be just something
that you typed up three yearsago and slapped on the wall or
put in some memo somewhere.
It needs to be something that isnear and dear to your heart and
(06:39):
comes out of your mouth often,and maybe it comes out of your
mouth in different forms, butthere's something about the
reticular activator ofconsistently speaking it out
loud and why you're here.
Why did we come to work thisweek?
What are we doing here?
And when everybody understandsthat all the other crud, like
everybody knows there's a lot ofthings that come at you.
(07:01):
Right that you're like, oh,this is not the kind of business
, this is not the kind of work Iwanted to do today.
Right, you're like, oh, I'mputting out this fire today.
It gets you right back on trackto, but it's helping.
It's helping entrepreneursconfidently grow their business
without wasting money onadvertising.
Brandon Welch (07:15):
That's why we're here, and so that's our bigger
thing A world whereentrepreneurs can confidently
grow without wasting money onadvertising.
That's the thing.
I don't think Victor wasparticularly an entrepreneur,
but he said one of the mostentrepreneurial things if you
wanted to apply it in thisdirection, and it has way bigger
uses.
Yeah, everything can be takenfrom a man, but one thing, the
(07:38):
last of the human freedoms, andthat is to choose one's attitude
in any given set ofcircumstances.
To choose one's own way.
That's a good one.
And that's the essence of who weare as entrepreneurs, and we're
going to parlay that.
We're going to pivot thatlightly over to the secret.
The number one secret fordifferentiating your brand is to
(08:01):
tie it to something bigger thanyou.
Tie it to something bigger thanthe products you sell.
Tie it to something bigger thanthe services you perform.
Tie it to something bigger thanyour reputation or your revenue
or your conversion rates oryour ad spend or any of those
things.
You need to tie it to somethingthat is doing something bigger
for humanity.
And hopefully that starts at abase level with your soul and
(08:25):
what you feel like you're calledto do.
Hopefully you're in touch withthat.
If you're not quit your job orsell your company because you're
in the wrong business, ifthere's not some sort of
seedling there and then we wantto talk about that, what world
are we creating for ourcustomers, not how many products
we're going to sell.
I always cringe when I hearcompanies' quote-unquote mission
statement is to be the biggestXYZ seller of this and whatever
(08:49):
region and I'm like that's not amission, no, no, that's an
outcome, that's a byproduct ofdoing things well.
Caleb Agee (08:54):
Yeah.
Brandon Welch (08:55):
That's not a mission.
A mission is how yourcustomer's life changes, but
we're going to take that onestep further.
So hopefully you're alreadytalking about that and, if you
aren't, go back and look at theepisodes where we do talk about
that or get you a copy of theMaven marketer which we're going
to give away one here in just amoment.
Um, um, talk about the causesyou support.
(09:16):
And I'm not just saying, oh, wesupport this cause.
It's talk about why.
Talk about why it's near anddear to you.
And we're going to talk todayabout tying your brand to
something bigger should be theoutcome for your customers, but
also the outcome for the world.
And hopefully, hopefully,you're already doing this.
(09:37):
If you're not, go ahead andexamine that heart of yours and
say why not?
And go on a search and look forthat thing.
But I'm assuming everybody thatlistens to this podcast already
does that, but then we're goingto integrate that cause, that
charity, that church, that Idon't care if it's a kid's
football team, I don't care whatit is.
(09:58):
Whatever you believe in, that'sbigger and more important than
your silly sale today.
We're going to talk about howto integrate that into your
messaging, to your customerexperience, to your employee
experience and maybe even alittle bit of your sales process
.
We have a disclaimer though,don't we, Caleb?
Caleb Agee (10:15):
Yeah, you can't fake it.
That's the disclaimer.
If you use this as a tactic,which, as we talked about, is
not the right word for whatwe're about to talk about,
people will smell yourmanipulation through a screen.
They'll smell it in the roomFor starters.
Brandon Welch (10:33):
If you do that, you suck.
Yeah, basically, and don't suck, don't do that.
Caleb Agee (10:38):
Don't be that person , right.
Brandon Welch (10:39):
But second of all , you will suck and people will
find you out.
Yes, nobody would do that onthis podcast.
Yeah, nobody would do that.
So we just say that for anybodywho wouldn't do that, just so
you know.
Caleb Agee (10:49):
That's how we roll.
Brandon Welch (10:50):
Yeah, for everybody who's not listening to
this but let's say that yousupport a cause, or many of them
, probably and I do identifywith the idea that the secret to
giving is giving in secret.
This is not about tooting ourown horn.
This is not about getting thename on the building or getting
(11:19):
the credibility for somedonation we made.
If you do, and that's yourthing and that's how you do,
that, fine.
But what I'm talking about isnot talking about how much
you've contributed, but invitingyour customers and using your
business as a platform to tie tothe bigger thing.
Caleb Agee (11:32):
Yeah, a great quote I heard from I think it was Chad
Veach said are you building aplatform for you to stand on?
or are you building a platformthat others can stand on
Goosebumps, and so what we'retrying to do is say you're
probably already supporting somesort of cause.
We help support Victory Missionand we've supported CASA here
(11:53):
in town, which helps supportkids in foster care to have an
advocate.
Essentially, when they go tocourt, they're in a strange
situation with their parents orguardians they're living with
maybe a relative or a stranger,and this CASA is the person
that's their anchor, who speakson their behalf.
(12:14):
It's such a beautiful thing forkids in the worst situations in
life Scary stuff.
And so we love to support them.
But what we want to make surewe're doing is we're not using
like, hey, we support CASA andwe just say that to say that
Because there was like thumbs up, I support stuff too.
Brandon Welch (12:35):
It's like that's not the idea.
Use your platform, use yourinfluence, possibly your ad
budget, to tell that, becausethere was like thumbs up, I
support stuff too.
It's like that's not the idea.
Use your platform, use yourinfluence, possibly your ad
budget, to tell that story.
Caleb Agee (12:42):
Yeah, and to help that cause get bigger or be more
known.
Brandon Welch (12:46):
Yeah, so we're going to go through like a bunch
of different ways you can dothis and we'll go through these
again.
But and we'll go through theseagain but maybe taking a
percentage of your ad budget,doing an ad only about that
cause, and people are going,whoa, this is a paid ad, why are
they?
When are they going to talkabout the product Like they're?
Caleb Agee (13:08):
waiting for the catch.
What's the catch?
Brandon Welch (13:09):
Yeah, and it's like you drop the mic 30 seconds
of its TV ad.
Maybe it's a whole Facebookcampaign, maybe it's something,
maybe it's an email, but allyou're doing is taking that
stage time.
That is impactful, because notonly did you call attention to
the thing and you gave yourdollars and cents to do that,
the fact that people secretlyknow that you paid money for
(13:31):
that, they somehow know that youput effort into that and you're
a leader.
You were starting a movement inthat way and some people will
be inspired just by the gestureof doing it.
Caleb Agee (13:40):
And showing versus telling is like.
I want to be a company thatcares.
Well, you could say that allday long, but when you show that
, oh my goodness, people see it.
Your team will love being proudof it right.
Brandon Welch (13:52):
Talk is cheap, but actions are irreplaceable.
Caleb Agee (13:57):
So we're going to integrate this cause that you
support so that we can elevateit to a different level and we
can help them grow because ofour company growing.
Yes, we have a platform.
We have people that we'retalking to in lots of different
ways and shapes, so we're goingto talk about how to integrate
(14:19):
that.
So Brandon just talked aboutthat.
One way to do that is justliterally take a percentage of
your ad budget.
If you have TV or radio ormaybe you're running social ads
or something like that, don'task for a sale.
Just shine a light on the causeyou're talking about yes, yes,
absolutely, just say we believein this, and you should too, and
(14:43):
then tell them how to get to it.
Brandon Welch (14:44):
If you're good at storytelling, do it in your
voice.
That would be really powerful.
Yeah, if you aren't good atstorytelling, or maybe you just
don't have anything ready,they'll do it for you.
They'll give you something.
Yeah, ready they'll do it foryou.
They'll give you something orcall up somebody who is good at
storytelling and help them dosomething with impact.
So I'm talking about takingpercentage of your ad budget for
a month or put in rotation andall you're doing is saying, yeah
(15:07):
, you might have your logo up onthe screen so they know you're
actually a business owner andall that stuff.
But especially if you'rewell-known in your community,
you're just saying, hey, I wantto take a minute to talk to you
about something that's reallyimportant to us here.
And we hope that you can findsome importance into it.
And let's just say it wasequipped coffee.
Right now there are women whohave never been given a chance.
(15:28):
They were born into poverty,they were shackled by addiction
and nobody has ever looked themin the eye and said you are
worth something.
And you have value and there isa purpose for you and there is
work for you that is meaningfuland that exists in our community
right now, and we think that'sa tragedy, we think that's a
(15:50):
generational curse on our city,and so we've got with our
friends at Equip Coffee, who aredoing this amazing thing by
giving women in povertyopportunities to do some really
cool stuff, and they makeawesome coffee, and we just want
you to think about that for asecond.
Today, if you're buying coffee,you might think of Equip and
here's a QR code.
You can support them too.
(16:13):
They'll deliver it right toyour door.
Have a great day.
That's it.
That's your message.
That's Mr Frankenmaven doingsomething.
If I were on TV or whatever,but yours could be St Jude's,
yours could be Buildingorphanages, it could be anything
.
There's not a bad cause Feedingkids in Africa Clean water.
Caleb Agee (16:32):
It does not matter, it could be in your backyard, it
could be across the world.
Find that thing, and I hope youalready have one.
I hope you already have one,and the point would be don't
just make it your dollars thatare going into this.
Make it more than that.
Make it a thing that people areaware of that's happening.
Another thing you could do isspend an entire page on your
(16:55):
website talking about this cause.
You could call it out somewhereon your homepage or something
and help people to get there.
Brandon Welch (17:03):
I would love to see it on the homepage.
Caleb Agee (17:04):
Very early.
Brandon Welch (17:06):
Imagine the impact.
Somebody's at your house or,sorry, somebody's on your
website looking for windows orroofing or legal services or
whatever it is, and you say, hey, real quick, like put a big
bold, like almost sore thumbsticking out thing.
Hey, real quick, we know you'relooking for legal services and
we're really happy to help youwith those things.
But we just wanted to let youknow about something really
important.
Right now there are insert theproblem women suffering in
(17:29):
poverty, kids who are navigatingthe court system alone, people
that have an impossiblesituation whatever, and we
support them here.
If you'd like to help ussupport them too, click here.
That would be just like a bigstandout thing on your homepage.
Nobody does that right, so thecause gets all kinds of
(17:55):
attention and then you also, bydefault, kind of get some
immediate differentiation.
People go, wow, these arepeople that do the things I'm
passionate about too.
Right, that's right.
So put it on your website.
What's the third thing?
Caleb Agee (18:04):
Another would be in your email marketing.
So you have your yesterdaycustomers.
What if, instead of with youryesterday customers, you really
shouldn't be asking for the saleall the time?
That's just the truth of thatmedia in general or that type of
customer Probably not for yourlocal service.
You should be adding value tothem or educating them more of
(18:25):
things related to your thing.
But what if you spend an entireemail literally just directing
them to the website to go donate, or to explain the cause or to
help shine a light on?
Brandon Welch (18:36):
it hey, Solid Roofing family or hey, window
source family, like you'recalling your past customers, hey
, you're calling out to yourtribe and when we talk about
yesterday customers, tribalinclusion, like tribal bond, is
what we're trying to do.
Hey tribe, hey friends, heycommunity, whatever and just
tell them about what you'redoing and call them to action
and say we're asking for five.
(18:57):
If every one of our pastcustomers gave $5, we could
provide 10 court advocates forkids in the foster care system.
Caleb Agee (19:05):
Yeah.
Brandon Welch (19:05):
That's actually something we pretty much did.
Like that's a pretty solid math.
Like 10, it was about $1,000per year per advocate in CASA
and you're just using yourplatform.
Yeah, like, how hard is that todo?
Not hard.
How impactful is that?
Real impactful, right?
So what about if it's abirthday anniversary fundraiser?
(19:27):
Say, you're the well-knownsalesperson or you're the
well-known spokesperson or owneror founder or whatever?
A lot of people do this like putthe little oh, hey, for my
birthday, I'm asking fordonations to this.
But what if you push that alittle further, Push it into
your network, share it onLinkedIn.
Maybe you drop it in an emailand you get really serious.
(19:47):
I did this in like 12 hours andraised $3,000.
Just because all the businesspeople I've followed over the
years and they've followed meback and all that stuff, I was
just like, hey, this isimportant to me.
I think my kids and I did alittle video like people of
influence.
Like if you, if your job is tobe connected to people, you have
a platform, right, that's right, and so use it for something.
(20:08):
Yeah, um, you could throw a bigyou could throw a big
appreciation dinner.
Caleb Agee (20:13):
You kind of like the party, uh, fundraiser, but um,
you could make, make dinner orcater dinner for a bunch of
people.
Um, the cause probably doessomething like that.
But what if you did it withyour network yourself, because
you have a unique sphere ofinfluence that you could invite
these people, have them sell thetables, do it per plate, or
(20:37):
just take it donation only, do araffle, do all the things that
a nonprofit would do, but do ityourself, do privately people
are more likely to come to yourthing because they know you,
they like you, they yeah theymight anticipate that it's more
fun and isn't shoved full oflike a big agenda.
Brandon Welch (20:54):
Not nothing against big non-profit dinners,
we love them and support them.
But like it's like hey, it'snot like so-and-so causes having
a thing and I got to getdressed up and it's a to do.
It's like, oh, I'm going toCaleb's house, yeah.
Or you know, caleb's throwing aparty, yeah.
And Caleb's like, yeah, and Igot the coolest band and I got
three really cool you knowdishes.
A that sounds fun, I can getdown with that.
(21:16):
Yeah, let's go.
And then there's like a room of20 people but you're saying,
hey, $100 a person, help me dosomething for this big thing.
And it's fun, it's life-giving,it inspires other people, what
a cool thing right.
Yeah, what if you took yourChristmas gifts or your holiday
gifts for your clients or I evenlove this more some random
(21:37):
holiday that businesses don'tnormally participate in
Valentine's Day, or 4th of Julyor something and you say, hey,
happy Hanukkah.
Caleb Agee (21:48):
or whatever, happy 4th of July.
We're donating, you know.
Brandon Welch (21:53):
We just donated $5 on your behalf.
Caleb Agee (21:54):
To the veterans, to the veterans, the VFW or
something like that WoundedWarriors, Wounded Warriors.
Brandon Welch (22:00):
Yeah, there's so many good causes for that right.
What an inspirational thing.
We just donated $5 on yourbehalf.
If you want to help us give alittle more, scan this QR code.
Happy fireworks, right.
Caleb Agee (22:11):
Mm-hmm.
Brandon Welch (22:12):
We're going to do that.
Actually, I like it.
We just did it.
Yeah, we're going to do it.
You've been warned.
Okay, In your showroom you gotspace.
People are there.
What if you did a corner or abig cardboard cutout thing and
just donated a piece of yourlittle real estate, of a highly
visible place, to this cause?
Caleb Agee (22:33):
Yeah, that'd be really cool, That'd be awesome.
Brandon Welch (22:34):
Yeah.
Caleb Agee (22:35):
I love that.
How about your vehicle wraps Onthe vehicle wraps, yeah.
Brandon Welch (22:40):
How would you do that, Caleb?
Caleb Agee (22:42):
Oh, I would probably take a little bit.
Obviously, your wrap's going tohave your logo and stuff, but
what if the back was reservedfor the cause Yep Right?
Literally, as people arefollowing you around, they're
looking at what you believe in.
Brandon Welch (22:57):
Scan here if you need your roof fixed.
Scan here if you want to helpus support women in poverty.
Caleb Agee (23:03):
Yeah.
Brandon Welch (23:04):
Or scan here if you want to heal hunger in the
Ozarks.
That's one of the things one ofour roofers is doing, right,
yeah, that'd be awesome.
That'd be amazing.
And people are sitting.
You probably encounter hundredsof people a week.
Think about your platform andall you have to do is choose to
do it.
Caleb Agee (23:24):
This isn't costing you any more money.
What else?
You can obviously buy a tableat those normal fundraisers,
right, and then invite yourcustomers for free.
Or they can come, or you couldresell the tickets, or you can
fill tables, or that cause has alimited set of people that
they're currently reaching.
Brandon Welch (23:45):
Yes.
Caleb Agee (23:45):
And if you're involved, you're in that limited
set.
That's great, but you also havethat extra sphere that you can
help them expand it into.
Yes, some people maybe that youknow, maybe have the financial
or the influential means to helpthat cause grow.
Brandon Welch (23:58):
Yes, so, yeah, so I think you just said it that
you're the Trojan horse.
They wouldn't normally havepaid attention to this thing,
but because they know and likeand trust you, you're walking
them through the gates ofskepticism or I don't have time
for that and delivering them asa potential new contributor.
Caleb Agee (24:17):
What if you?
I wouldn't brag about this orreally even post it too much,
but what if you took your wholeteam and closed the shop for a
day?
And you went and volunteeredand built houses, you know, or
cleaned something up, orwhatever that is.
Brandon Welch (24:33):
One step better.
This would be doing it withoutsaying look at us, but saying,
hey, we're going to take April11th off and we're going to go
serve this thing.
Do you want to come with us?
Sign up here, and then you'reinviting them to do it with you,
right?
Caleb Agee (24:45):
That's great.
Yeah, Totally different dealright.
Brandon Welch (24:50):
So, guys, here's the thing If you believe you
were put on this earth to makean impact, to do more than just
sell things, but to make animpact I believe I was, I
believe it.
And if you have influencebecause of the business you own,
lead or serve and you do, ifyou are dealing with one
customer today, you haveinfluence.
You have a huge opportunity anda huge platform with the
(25:15):
customers you're already infront of to make an impact.
Right, that's right.
So some of your people aregoing to participate and jump on
, others won't, but they willall leave inspired and they will
all leave pointed up andpointing towards some light that
you are helping fuel.
Caleb Agee (25:31):
Yeah.
Brandon Welch (25:31):
And what a cool thing.
Yeah, and the happy byproduct,if you wanted to tie this to
marketing.
Caleb Agee (25:37):
Yeah, if you want the truth.
Even for us, this is a sparkdiscussion in how we're going to
do this better this year, andso we're literally thinking
about how can we help the thingsthat we support grow more
because of what we've been given.
Brandon Welch (25:55):
So I'm going to do something on that in that
spirit.
Okay, so the integration pointswe talked about uh, take a
percentage of your ad budget andrun an ad for them.
Do something on your website.
Do it in your email marketing.
Um, donate uh to somebody to acause.
Uh, on somebody's birthday oranniversary, uh, do a big
(26:17):
appreciation dinner.
Uh, make donations for yourchristmas or holiday gifts.
Uh, make a display in yourshowroom.
Put a QR code or some sort ofcall out on your vehicle wraps.
Invite your customers to thefundraisers or whatever that
you're already participating in.
The first person who doessomething or just commits to
something and says, hey, I'mgoing to do this thing, I'm
going to send you a hard copy ofthe Maven Marketer and we're
(26:39):
going to send you a big old bagof Equip coffee straight to your
door on us, and you know what?
We're going to put the link toEquip coffee.
If you want to drink coffeethat pulls women out of poverty,
help us support them, becausethey're amazing.
It's good coffee too.
Coffee snob here, I'm tellingyou, it's really good stuff.
Caleb Agee (26:58):
Yeah, we make a lot of it.
Brandon Welch (27:02):
We're drinking the Brazil right now.
Yeah, I don't know if I shouldsay this.
They source their beans fromanother really, really
well-known and reallyhigh-quality coffee shop here.
It would be considered thesnooty coffee shop in town.
Same beans, same place, samepeople that roast them.
Caleb Agee (27:19):
They just wholesale them, yeah, wholesale it's good
stuff.
Brandon Welch (27:22):
I'm not going to give away their secrets, but
it's really a lot of times youthink by going a little bit more
the nonprofit route, you'regetting a little less quality.
Not the case, right?
So, hey, go make a differencein the world, Go use your
platform.
It's cool and it's going tohelp us all achieve the big
(27:48):
dream.
Caleb Agee (27:48):
Right?
We'll be back here every Mondayanswering your real-life
marketing questions, becausemarketers who cannot teach you
why are just a fancy lie.
Have a great week.
The number one secret for differentiating your
brand is to tie it to somethingbigger than you.
Tie it to something bigger thanthe products you sell.
Tie it to something bigger thanthe services you perform.
Tie it to something bigger thanyour reputation or your revenue
or your conversion rates oryour ad spend or any of those
things.
You need to tie it to somethingthat is doing something bigger
for humanity.
(00:20):
Welcome to the Maven MarketingPodcast.
Today is Maven Monday.
I am your host, Brandon Welch,and I'm here with Caleb.
What kind of coffee are youdrinking, Agee?
Caleb Agee (00:34):
Today I am drinking.
This is Equip coffee from Holdon Brazil.
Brandon Welch (00:44):
Hey, does your coffee bring women out of
poverty?
Caleb Agee (00:47):
It does.
Brandon Welch (00:48):
Mine does too.
Yes, we are exclusively anEquip coffee shop and that's a
big deal for us because we arekind of coffee snobs around here
and there is so much goodcoffee in our city and so many
people we love to support.
Shout out to our friends atArchitect, for when we go out
for coffee, love to support,shout out to our friends at
Architect for when we go out forcoffee, but inside the walls of
(01:10):
Frank and Maven we are drinkingEquip coffee, because our good
friends at Victory Mission usethis product.
They actually roast it in-houseand they package it, and they
employ women who have previouslybeen stuck in really bad
situations.
And they couldn't otherwisemaybe get jobs or get
opportunities, and they createopportunities for people to
actually package, deliver, shipthis all over the world and you,
(01:32):
because you know that now, areprobably going to order some at
equipcoffeecom Dot com.
Victory Mission in Springfielddoes some amazing work.
Caleb Agee (01:39):
Yeah.
Brandon Welch (01:40):
And I say that as a teaser for what's coming up
in this episode.
That's right.
You've been warned, that'sright.
You've been warned, that'sright.
So this is the place where wehelp you eliminate waste in
advertising, grow your businessand achieve the big dream.
And today, that big dream isgoing to get a little bigger,
because we're going to askourselves how do we
differentiate our brand?
How do we differentiate ourbrand?
Caleb Agee (02:02):
Yeah, I think it's really easy.
The word on the street isthere's no unique value
proposition anymore, and that'strue, Not one that lasts, Not
one that lasts.
You could be on the cuttingedge, you could be Apple making
the iPod, but you got what ayear two.
Max that you've got a musicplayer that fits in your pocket.
Max that you've got a musicplayer that fits in your pocket.
Brandon Welch (02:25):
Yeah, the old language was USP and, honestly,
the iPod was never a uniqueselling proposition.
Caleb Agee (02:32):
It was just more beautiful and it had higher
values and higher standard.
Brandon Welch (02:35):
Go watch the Simon Sinek.
Start With why video it's oneof the most famous TED Talks
ever quipped.
But we're talking aboutdifferentiating your brand, and
why would you want to do that?
Obviously, we want you to beand we hope you want to be the
most known, trusted and likedperson that does what you do in
your market.
That is what we do here atFrank and Maven For little tiny
(02:58):
companies, little big giantcompanies and everybody in
between, and we want to teachyou how to do the same.
And so this is going to sound.
The title made it sound like amarketing tactic, so we got you.
The title was a marketingtactic.
Yes, the content is a missiontactic.
That's right, and tactic isactually the wrong word
altogether.
Caleb Agee (03:16):
Yeah, it's not.
Brandon Welch (03:18):
This is an extension of your humanity and
your soul into your businessworld we hope, yeah it better be
.
Yeah, it better be.
Caleb Agee (03:24):
Yeah, and so foundationally, the first level
of that starts with your mission, and we say vision, values, and
vows here at Frank and Maven.
Brandon Welch (03:40):
If you have spent five seconds around us.
You know about vision, valuesand vows.
Right, that is the startingplace of all of our strategies.
Who are you?
What do you believe?
How do you roll?
What hill are you willing todie on?
What world are you creating foryour customer?
And so, my goodness, if youdon't know that, stop this
episode and go find the episodesthat Nate's going to link to.
There's two of them where wetalk about how to create your
strategy and then also how tobuild a business on values.
(04:02):
We did one with Dr Rice, andit's just about the world you're
creating.
Here's a big secret.
Simon Sinek and everyneuroscientist has proven this
and has said this is afoundation.
People don't buy what you do.
They buy why you do it.
That's right.
Caleb Agee (04:18):
You should go look at that Simon Sinek video.
Brandon Welch (04:19):
You really should .
Nate's going to make it pop upon the screen right now.
Caleb Agee (04:22):
There's a five-minute version of it if
you're looking for theSparkNotes, the long version is
good too, though it's like 12minutes.
It's like, yes, maybe 17 at themost.
Brandon Welch (04:31):
Watch the long version.
But there's this thing insideof us as human beings, we are
not thinking machines thatsometimes feel.
We are feeling machines thatsometimes think.
That is the takeaway of whythis all matters okay, and so
people are constantly wanting tobe fulfilled with some sort of
(04:51):
purpose.
Find me a person who doesn'thave purpose and I'll show you a
miserable person.
Find me a person who is intouch with some sort of purpose,
and I will find you a mostlyproductive and healthy human.
Caleb Agee (05:02):
Yeah, I just started the year with Man's Search for
Meaning, victor Frankl.
Brandon Welch (05:08):
Victor Frankl.
You should read that book.
Caleb Agee (05:10):
First half of it is will break your heart because
it's about his recalling histime in the concentration camp.
But he was a neuroscientist anda psychologist and so he
studied the brain and the mindwhich is a crazy combination
before he was ever in theconcentration camps, and he
found he already had a theory hecalls it, I believe, logos
(05:31):
theory, which is basically theword or the meaning, and if you
don't have meaning or purpose inwhat you do, that was the
difference between, essentially,people who made it in the
concentration camps and thepeople who didn't, and he would
literally imagine his purposeLike if you can find purpose
even in suffering, then you willhave a reason for that to be
(05:52):
true and you'll have a reason tocarry on, and so so, even when
you have literally nothing, whenevery connection has been taken
away from you, when you aredown in the ashes of humanity,
as he literally was in the worstway possible, your soul is
still looking for some sort ofpurpose and meaning.
Yeah.
Brandon Welch (06:13):
And so, wow, that's deep.
We're diving really deep intothat.
Caleb Agee (06:16):
But it's fresh on my mind and the reality is, you
need to have a mission that yourclients can believe in,
probably more importantly, thatyour team can believe in and
definitely that you believe in,and it can't be just something
that you typed up three yearsago and slapped on the wall or
put in some memo somewhere.
It needs to be something that isnear and dear to your heart and
(06:39):
comes out of your mouth often,and maybe it comes out of your
mouth in different forms, butthere's something about the
reticular activator ofconsistently speaking it out
loud and why you're here.
Why did we come to work thisweek?
What are we doing here?
And when everybody understandsthat all the other crud, like
everybody knows there's a lot ofthings that come at you.
(07:01):
Right that you're like, oh,this is not the kind of business
, this is not the kind of work Iwanted to do today.
Right, you're like, oh, I'mputting out this fire today.
It gets you right back on trackto, but it's helping.
It's helping entrepreneursconfidently grow their business
without wasting money onadvertising.
Brandon Welch (07:15):
That's why we're here, and so that's our bigger
thing A world whereentrepreneurs can confidently
grow without wasting money onadvertising.
That's the thing.
I don't think Victor wasparticularly an entrepreneur,
but he said one of the mostentrepreneurial things if you
wanted to apply it in thisdirection, and it has way bigger
uses.
Yeah, everything can be takenfrom a man, but one thing, the
(07:38):
last of the human freedoms, andthat is to choose one's attitude
in any given set ofcircumstances.
To choose one's own way.
That's a good one.
And that's the essence of who weare as entrepreneurs, and we're
going to parlay that.
We're going to pivot thatlightly over to the secret.
The number one secret fordifferentiating your brand is to
(08:01):
tie it to something bigger thanyou.
Tie it to something bigger thanthe products you sell.
Tie it to something bigger thanthe services you perform.
Tie it to something bigger thanyour reputation or your revenue
or your conversion rates oryour ad spend or any of those
things.
You need to tie it to somethingthat is doing something bigger
for humanity.
And hopefully that starts at abase level with your soul and
(08:25):
what you feel like you're calledto do.
Hopefully you're in touch withthat.
If you're not quit your job orsell your company because you're
in the wrong business, ifthere's not some sort of
seedling there and then we wantto talk about that, what world
are we creating for ourcustomers, not how many products
we're going to sell.
I always cringe when I hearcompanies' quote-unquote mission
statement is to be the biggestXYZ seller of this and whatever
(08:49):
region and I'm like that's not amission, no, no, that's an
outcome, that's a byproduct ofdoing things well.
Caleb Agee (08:54):
Yeah.
Brandon Welch (08:55):
That's not a mission.
A mission is how yourcustomer's life changes, but
we're going to take that onestep further.
So hopefully you're alreadytalking about that and, if you
aren't, go back and look at theepisodes where we do talk about
that or get you a copy of theMaven marketer which we're going
to give away one here in just amoment.
Um, um, talk about the causesyou support.
(09:16):
And I'm not just saying, oh, wesupport this cause.
It's talk about why.
Talk about why it's near anddear to you.
And we're going to talk todayabout tying your brand to
something bigger should be theoutcome for your customers, but
also the outcome for the world.
And hopefully, hopefully,you're already doing this.
(09:37):
If you're not, go ahead andexamine that heart of yours and
say why not?
And go on a search and look forthat thing.
But I'm assuming everybody thatlistens to this podcast already
does that, but then we're goingto integrate that cause, that
charity, that church, that Idon't care if it's a kid's
football team, I don't care whatit is.
(09:58):
Whatever you believe in, that'sbigger and more important than
your silly sale today.
We're going to talk about howto integrate that into your
messaging, to your customerexperience, to your employee
experience and maybe even alittle bit of your sales process
.
We have a disclaimer though,don't we, Caleb?
Caleb Agee (10:15):
Yeah, you can't fake it.
That's the disclaimer.
If you use this as a tactic,which, as we talked about, is
not the right word for whatwe're about to talk about,
people will smell yourmanipulation through a screen.
They'll smell it in the roomFor starters.
Brandon Welch (10:33):
If you do that, you suck.
Yeah, basically, and don't suck, don't do that.
Caleb Agee (10:38):
Don't be that person , right.
Brandon Welch (10:39):
But second of all , you will suck and people will
find you out.
Yes, nobody would do that onthis podcast.
Yeah, nobody would do that.
So we just say that for anybodywho wouldn't do that, just so
you know.
Caleb Agee (10:49):
That's how we roll.
Brandon Welch (10:50):
Yeah, for everybody who's not listening to
this but let's say that yousupport a cause, or many of them
, probably and I do identifywith the idea that the secret to
giving is giving in secret.
This is not about tooting ourown horn.
This is not about getting thename on the building or getting
(11:19):
the credibility for somedonation we made.
If you do, and that's yourthing and that's how you do,
that, fine.
But what I'm talking about isnot talking about how much
you've contributed, but invitingyour customers and using your
business as a platform to tie tothe bigger thing.
Caleb Agee (11:32):
Yeah, a great quote I heard from I think it was Chad
Veach said are you building aplatform for you to stand on?
or are you building a platformthat others can stand on
Goosebumps, and so what we'retrying to do is say you're
probably already supporting somesort of cause.
We help support Victory Missionand we've supported CASA here
(11:53):
in town, which helps supportkids in foster care to have an
advocate.
Essentially, when they go tocourt, they're in a strange
situation with their parents orguardians they're living with
maybe a relative or a stranger,and this CASA is the person
that's their anchor, who speakson their behalf.
(12:14):
It's such a beautiful thing forkids in the worst situations in
life Scary stuff.
And so we love to support them.
But what we want to make surewe're doing is we're not using
like, hey, we support CASA andwe just say that to say that
Because there was like thumbs up, I support stuff too.
Brandon Welch (12:35):
It's like that's not the idea.
Use your platform, use yourinfluence, possibly your ad
budget, to tell that, becausethere was like thumbs up, I
support stuff too.
It's like that's not the idea.
Use your platform, use yourinfluence, possibly your ad
budget, to tell that story.
Caleb Agee (12:42):
Yeah, and to help that cause get bigger or be more
known.
Brandon Welch (12:46):
Yeah, so we're going to go through like a bunch
of different ways you can dothis and we'll go through these
again.
But and we'll go through theseagain but maybe taking a
percentage of your ad budget,doing an ad only about that
cause, and people are going,whoa, this is a paid ad, why are
they?
When are they going to talkabout the product Like they're?
Caleb Agee (13:08):
waiting for the catch.
What's the catch?
Brandon Welch (13:09):
Yeah, and it's like you drop the mic 30 seconds
of its TV ad.
Maybe it's a whole Facebookcampaign, maybe it's something,
maybe it's an email, but allyou're doing is taking that
stage time.
That is impactful, because notonly did you call attention to
the thing and you gave yourdollars and cents to do that,
the fact that people secretlyknow that you paid money for
(13:31):
that, they somehow know that youput effort into that and you're
a leader.
You were starting a movement inthat way and some people will
be inspired just by the gestureof doing it.
Caleb Agee (13:40):
And showing versus telling is like.
I want to be a company thatcares.
Well, you could say that allday long, but when you show that
, oh my goodness, people see it.
Your team will love being proudof it right.
Brandon Welch (13:52):
Talk is cheap, but actions are irreplaceable.
Caleb Agee (13:57):
So we're going to integrate this cause that you
support so that we can elevateit to a different level and we
can help them grow because ofour company growing.
Yes, we have a platform.
We have people that we'retalking to in lots of different
ways and shapes, so we're goingto talk about how to integrate
(14:19):
that.
So Brandon just talked aboutthat.
One way to do that is justliterally take a percentage of
your ad budget.
If you have TV or radio ormaybe you're running social ads
or something like that, don'task for a sale.
Just shine a light on the causeyou're talking about yes, yes,
absolutely, just say we believein this, and you should too, and
(14:43):
then tell them how to get to it.
Brandon Welch (14:44):
If you're good at storytelling, do it in your
voice.
That would be really powerful.
Yeah, if you aren't good atstorytelling, or maybe you just
don't have anything ready,they'll do it for you.
They'll give you something.
Yeah, ready they'll do it foryou.
They'll give you something orcall up somebody who is good at
storytelling and help them dosomething with impact.
So I'm talking about takingpercentage of your ad budget for
a month or put in rotation andall you're doing is saying, yeah
(15:07):
, you might have your logo up onthe screen so they know you're
actually a business owner andall that stuff.
But especially if you'rewell-known in your community,
you're just saying, hey, I wantto take a minute to talk to you
about something that's reallyimportant to us here.
And we hope that you can findsome importance into it.
And let's just say it wasequipped coffee.
Right now there are women whohave never been given a chance.
(15:28):
They were born into poverty,they were shackled by addiction
and nobody has ever looked themin the eye and said you are
worth something.
And you have value and there isa purpose for you and there is
work for you that is meaningfuland that exists in our community
right now, and we think that'sa tragedy, we think that's a
(15:50):
generational curse on our city,and so we've got with our
friends at Equip Coffee, who aredoing this amazing thing by
giving women in povertyopportunities to do some really
cool stuff, and they makeawesome coffee, and we just want
you to think about that for asecond.
Today, if you're buying coffee,you might think of Equip and
here's a QR code.
You can support them too.
(16:13):
They'll deliver it right toyour door.
Have a great day.
That's it.
That's your message.
That's Mr Frankenmaven doingsomething.
If I were on TV or whatever,but yours could be St Jude's,
yours could be Buildingorphanages, it could be anything
.
There's not a bad cause Feedingkids in Africa Clean water.
Caleb Agee (16:32):
It does not matter, it could be in your backyard, it
could be across the world.
Find that thing, and I hope youalready have one.
I hope you already have one,and the point would be don't
just make it your dollars thatare going into this.
Make it more than that.
Make it a thing that people areaware of that's happening.
Another thing you could do isspend an entire page on your
(16:55):
website talking about this cause.
You could call it out somewhereon your homepage or something
and help people to get there.
Brandon Welch (17:03):
I would love to see it on the homepage.
Caleb Agee (17:04):
Very early.
Brandon Welch (17:06):
Imagine the impact.
Somebody's at your house or,sorry, somebody's on your
website looking for windows orroofing or legal services or
whatever it is, and you say, hey, real quick, like put a big
bold, like almost sore thumbsticking out thing.
Hey, real quick, we know you'relooking for legal services and
we're really happy to help youwith those things.
But we just wanted to let youknow about something really
important.
Right now there are insert theproblem women suffering in
(17:29):
poverty, kids who are navigatingthe court system alone, people
that have an impossiblesituation whatever, and we
support them here.
If you'd like to help ussupport them too, click here.
That would be just like a bigstandout thing on your homepage.
Nobody does that right, so thecause gets all kinds of
(17:55):
attention and then you also, bydefault, kind of get some
immediate differentiation.
People go, wow, these arepeople that do the things I'm
passionate about too.
Right, that's right.
So put it on your website.
What's the third thing?
Caleb Agee (18:04):
Another would be in your email marketing.
So you have your yesterdaycustomers.
What if, instead of with youryesterday customers, you really
shouldn't be asking for the saleall the time?
That's just the truth of thatmedia in general or that type of
customer Probably not for yourlocal service.
You should be adding value tothem or educating them more of
(18:25):
things related to your thing.
But what if you spend an entireemail literally just directing
them to the website to go donate, or to explain the cause or to
help shine a light on?
Brandon Welch (18:36):
it hey, Solid Roofing family or hey, window
source family, like you'recalling your past customers, hey
, you're calling out to yourtribe and when we talk about
yesterday customers, tribalinclusion, like tribal bond, is
what we're trying to do.
Hey tribe, hey friends, heycommunity, whatever and just
tell them about what you'redoing and call them to action
and say we're asking for five.
(18:57):
If every one of our pastcustomers gave $5, we could
provide 10 court advocates forkids in the foster care system.
Caleb Agee (19:05):
Yeah.
Brandon Welch (19:05):
That's actually something we pretty much did.
Like that's a pretty solid math.
Like 10, it was about $1,000per year per advocate in CASA
and you're just using yourplatform.
Yeah, like, how hard is that todo?
Not hard.
How impactful is that?
Real impactful, right?
So what about if it's abirthday anniversary fundraiser?
(19:27):
Say, you're the well-knownsalesperson or you're the
well-known spokesperson or owneror founder or whatever?
A lot of people do this like putthe little oh, hey, for my
birthday, I'm asking fordonations to this.
But what if you push that alittle further, Push it into
your network, share it onLinkedIn.
Maybe you drop it in an emailand you get really serious.
(19:47):
I did this in like 12 hours andraised $3,000.
Just because all the businesspeople I've followed over the
years and they've followed meback and all that stuff, I was
just like, hey, this isimportant to me.
I think my kids and I did alittle video like people of
influence.
Like if you, if your job is tobe connected to people, you have
a platform, right, that's right, and so use it for something.
(20:08):
Yeah, um, you could throw a bigyou could throw a big
appreciation dinner.
Caleb Agee (20:13):
You kind of like the party, uh, fundraiser, but um,
you could make, make dinner orcater dinner for a bunch of
people.
Um, the cause probably doessomething like that.
But what if you did it withyour network yourself, because
you have a unique sphere ofinfluence that you could invite
these people, have them sell thetables, do it per plate, or
(20:37):
just take it donation only, do araffle, do all the things that
a nonprofit would do, but do ityourself, do privately people
are more likely to come to yourthing because they know you,
they like you, they yeah theymight anticipate that it's more
fun and isn't shoved full oflike a big agenda.
Brandon Welch (20:54):
Not nothing against big non-profit dinners,
we love them and support them.
But like it's like hey, it'snot like so-and-so causes having
a thing and I got to getdressed up and it's a to do.
It's like, oh, I'm going toCaleb's house, yeah.
Or you know, caleb's throwing aparty, yeah.
And Caleb's like, yeah, and Igot the coolest band and I got
three really cool you knowdishes.
A that sounds fun, I can getdown with that.
(21:16):
Yeah, let's go.
And then there's like a room of20 people but you're saying,
hey, $100 a person, help me dosomething for this big thing.
And it's fun, it's life-giving,it inspires other people, what
a cool thing right.
Yeah, what if you took yourChristmas gifts or your holiday
gifts for your clients or I evenlove this more some random
(21:37):
holiday that businesses don'tnormally participate in
Valentine's Day, or 4th of Julyor something and you say, hey,
happy Hanukkah.
Caleb Agee (21:48):
or whatever, happy 4th of July.
We're donating, you know.
Brandon Welch (21:53):
We just donated $5 on your behalf.
Caleb Agee (21:54):
To the veterans, to the veterans, the VFW or
something like that WoundedWarriors, Wounded Warriors.
Brandon Welch (22:00):
Yeah, there's so many good causes for that right.
What an inspirational thing.
We just donated $5 on yourbehalf.
If you want to help us give alittle more, scan this QR code.
Happy fireworks, right.
Caleb Agee (22:11):
Mm-hmm.
Brandon Welch (22:12):
We're going to do that.
Actually, I like it.
We just did it.
Yeah, we're going to do it.
You've been warned.
Okay, In your showroom you gotspace.
People are there.
What if you did a corner or abig cardboard cutout thing and
just donated a piece of yourlittle real estate, of a highly
visible place, to this cause?
Caleb Agee (22:33):
Yeah, that'd be really cool, That'd be awesome.
Brandon Welch (22:34):
Yeah.
Caleb Agee (22:35):
I love that.
How about your vehicle wraps Onthe vehicle wraps, yeah.
Brandon Welch (22:40):
How would you do that, Caleb?
Caleb Agee (22:42):
Oh, I would probably take a little bit.
Obviously, your wrap's going tohave your logo and stuff, but
what if the back was reservedfor the cause Yep Right?
Literally, as people arefollowing you around, they're
looking at what you believe in.
Brandon Welch (22:57):
Scan here if you need your roof fixed.
Scan here if you want to helpus support women in poverty.
Caleb Agee (23:03):
Yeah.
Brandon Welch (23:04):
Or scan here if you want to heal hunger in the
Ozarks.
That's one of the things one ofour roofers is doing, right,
yeah, that'd be awesome.
That'd be amazing.
And people are sitting.
You probably encounter hundredsof people a week.
Think about your platform andall you have to do is choose to
do it.
Caleb Agee (23:24):
This isn't costing you any more money.
What else?
You can obviously buy a tableat those normal fundraisers,
right, and then invite yourcustomers for free.
Or they can come, or you couldresell the tickets, or you can
fill tables, or that cause has alimited set of people that
they're currently reaching.
Brandon Welch (23:45):
Yes.
Caleb Agee (23:45):
And if you're involved, you're in that limited
set.
That's great, but you also havethat extra sphere that you can
help them expand it into.
Yes, some people maybe that youknow, maybe have the financial
or the influential means to helpthat cause grow.
Brandon Welch (23:58):
Yes, so, yeah, so I think you just said it that
you're the Trojan horse.
They wouldn't normally havepaid attention to this thing,
but because they know and likeand trust you, you're walking
them through the gates ofskepticism or I don't have time
for that and delivering them asa potential new contributor.
Caleb Agee (24:17):
What if you?
I wouldn't brag about this orreally even post it too much,
but what if you took your wholeteam and closed the shop for a
day?
And you went and volunteeredand built houses, you know, or
cleaned something up, orwhatever that is.
Brandon Welch (24:33):
One step better.
This would be doing it withoutsaying look at us, but saying,
hey, we're going to take April11th off and we're going to go
serve this thing.
Do you want to come with us?
Sign up here, and then you'reinviting them to do it with you,
right?
Caleb Agee (24:45):
That's great.
Yeah, Totally different dealright.
Brandon Welch (24:50):
So, guys, here's the thing If you believe you
were put on this earth to makean impact, to do more than just
sell things, but to make animpact I believe I was, I
believe it.
And if you have influencebecause of the business you own,
lead or serve and you do, ifyou are dealing with one
customer today, you haveinfluence.
You have a huge opportunity anda huge platform with the
(25:15):
customers you're already infront of to make an impact.
Right, that's right.
So some of your people aregoing to participate and jump on
, others won't, but they willall leave inspired and they will
all leave pointed up andpointing towards some light that
you are helping fuel.
Caleb Agee (25:31):
Yeah.
Brandon Welch (25:31):
And what a cool thing.
Yeah, and the happy byproduct,if you wanted to tie this to
marketing.
Caleb Agee (25:37):
Yeah, if you want the truth.
Even for us, this is a sparkdiscussion in how we're going to
do this better this year, andso we're literally thinking
about how can we help the thingsthat we support grow more
because of what we've been given.
Brandon Welch (25:55):
So I'm going to do something on that in that
spirit.
Okay, so the integration pointswe talked about uh, take a
percentage of your ad budget andrun an ad for them.
Do something on your website.
Do it in your email marketing.
Um, donate uh to somebody to acause.
Uh, on somebody's birthday oranniversary, uh, do a big
(26:17):
appreciation dinner.
Uh, make donations for yourchristmas or holiday gifts.
Uh, make a display in yourshowroom.
Put a QR code or some sort ofcall out on your vehicle wraps.
Invite your customers to thefundraisers or whatever that
you're already participating in.
The first person who doessomething or just commits to
something and says, hey, I'mgoing to do this thing, I'm
going to send you a hard copy ofthe Maven Marketer and we're
(26:39):
going to send you a big old bagof Equip coffee straight to your
door on us, and you know what?
We're going to put the link toEquip coffee.
If you want to drink coffeethat pulls women out of poverty,
help us support them, becausethey're amazing.
It's good coffee too.
Coffee snob here, I'm tellingyou, it's really good stuff.
Caleb Agee (26:58):
Yeah, we make a lot of it.
Brandon Welch (27:02):
We're drinking the Brazil right now.
Yeah, I don't know if I shouldsay this.
They source their beans fromanother really, really
well-known and reallyhigh-quality coffee shop here.
It would be considered thesnooty coffee shop in town.
Same beans, same place, samepeople that roast them.
Caleb Agee (27:19):
They just wholesale them, yeah, wholesale it's good
stuff.
Brandon Welch (27:22):
I'm not going to give away their secrets, but
it's really a lot of times youthink by going a little bit more
the nonprofit route, you'regetting a little less quality.
Not the case, right?
So, hey, go make a differencein the world, Go use your
platform.
It's cool and it's going tohelp us all achieve the big
(27:48):
dream.
Caleb Agee (27:48):
Right?
We'll be back here every Mondayanswering your real-life
marketing questions, becausemarketers who cannot teach you
why are just a fancy lie.
Have a great week.
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