February 17, 2025 • 16 mins
We can get distracted by all the activities and actions associated with marketing. Still, when it comes down to it, there are only 3 things that marketing can do to attract customers. On this episode of Maven Monday, Brandon and Caleb will help you shed all of the complexity and assess what result you can really expect from your marketing.
Are you trying to bring people to your category? You’ll need to convince them to buy what you’re selling and then you need to convince them to buy it from you.
Should you convince them to buy from you instead of a competitor? Getting a bigger piece of the market is usually the biggest focus of your marketing.
Or can you make them come back and do repeat business? Your previous customers can help you increase profitability, get higher close rates, and help you grow your customer base. This is one of the most overlooked options in marketing.
You could be sitting on a gold mine!
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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!
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Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Brandon Welch (00:07):
Welcome to the Maven Marketing Podcast.
Today is Maven Monday.
I'm your host, Brandon Welch,and I'm joined by Caleb.
What'd you do for Valentine'sDay?
Agee.
Caleb Agee (00:14):
You know, we don't honestly, we don't celebrate
Valentine's in the same way.
But what we did this year is wehad like a little night with
the kids.
So Sierra and I, my wife, incase that wasn't clear, we had
like a little night with thekids.
So, wow, uh, Ciera and I, mywife, in case that wasn't clear,
we have a regular date night.
Brandon Welch (00:29):
Some girl he's dating.
Caleb Agee (00:30):
We, yeah, the lady I've been dating for more than
half of my life, yes, um, yeah,we.
We try to keep a consistentdate night.
So Valentine's day actuallywill randomly go out to a
restaurant and they'll be likeand we've got a special menu
tonight.
We're like why?
And then like Valentine's Day,oh yeah.
Brandon Welch (00:49):
So I'm I wonder why there were so many people
here I'm more of like a all thetime.
Caleb Agee (00:53):
Every day is Valentine's Day.
You know what?
Brandon Welch (00:54):
I'm saying Dr Love Agee, there you go, all
right.
I do the same thing at home andwe make like a wild dinner like
seafood pasta, homemade pasta,steak on top.
Except for my wife has alphagal.
Caleb Agee (01:09):
We call her alpha gal Val.
She's the alpha gal.
Brandon Welch (01:11):
She can't have red meat anymore, so we sub with
chicken.
Chicken, okay, but hey, goodtimes.
Hope you had a good day of lovewith your love.
Hey, before we start today'sepisode, I want to shout out to
Brian McDonough, one of myfavorite bosses I ever got to
have in the marketing industry.
He taught me these threeprinciples.
They simplified my life as amarketer, and so I just wanted
(01:32):
to honor him today and say thankyou for teaching these
principles.
I hope they help you as much asthey helped me.
Hey, guess what?
Advertising is complicated?
Yeah, we make it complicated,yes and uh.
This is just kind of a you knowwhat reset conversation we've
had with a handful of peoplethat have come in our door
looking for guidance and goinglike, oh gosh, I gotta get more
(01:55):
foot traffic, I gotta get moreleads and I want to build seo
and I know I need to.
You know, have a multi.
I heard that two times thisweek a multi-channel or no, an
omni-channel marketing strategy,and I'm like, ooh.
Caleb Agee (02:07):
Omni-channel.
Brandon Welch (02:08):
Yeah, like mm omni-channel and I'm going.
You know what?
All those things are fine andwe've lived in the industry,
we've been in all the nerdcorners of marketing.
But you don't listen to theMaven Marketing Podcast to nerd
out.
You listen to the MavenMarketing Podcast to eliminate
waste in advertising, grow yourbusiness and achieve the big
(02:31):
dream, right?
Yeah, and we think that thatought to be through the lens of
simplifying what we're doing.
Yeah, if we can bring all ofthese fancy parameters down to a
human level and just start tomake our decisions from some
logic and some dadgum commonsense, yeah, I think a lot of
the waste gets eliminated thatway.
That's what we're proud to dofor the people that are in our
(02:52):
four walls every week, and so wejust thought we would share a
little bit of simplifying wisdom.
Caleb Agee (03:00):
Yeah.
Brandon Welch (03:01):
And some like, when things are chaotic, we go
wait, what are we trying to dohere?
And so the title of thisepisode is Marketing Can Only Do
Three Things, and you want thebig three things?
Bring it on, and then you canget on with your week.
Yeah let's do it All right.
Number one marketing can bringpeople to your category, your
industry.
They weren't buying solarsystems, but you're going to
(03:24):
present the idea of you shouldbuy a solar system.
Or they weren't in the marketfor buying an automobile, but
this new crazy thing came outcalled the electric vehicle, and
now you can bring them into theidea of buying an electric
vehicle right, yeah.
They weren't previously buyinganybody in your category.
Caleb Agee (03:39):
Yeah.
Brandon Welch (03:40):
But you appealed to them.
Caleb Agee (03:42):
This one is the hardest to do.
It is literally the hardest topull off, because you have to
take them from not considerationright.
So there's this thing inmarketing called the customer
sophistication, or-.
Brandon Welch (03:56):
Yeah, customer sophistication, eugene.
Caleb Agee (03:58):
Swartz?
Yeah, Eugene Swartz talks aboutit and this person is not Aware
there's even a problem.
Probably have a problem.
Or maybe they're aware of theproblem but they're not solution
aware, or they don't care.
Right, I know that I know solarexists, but maybe that customer
doesn't care or they're notbuying that today.
Your job as the marketer, ifyou're trying to make this
outcome happen, is to convincethem to buy that thing and also
(04:23):
to buy it from you.
Brandon Welch (04:24):
Yes.
Caleb Agee (04:24):
Which usually, if you're the one who convinces
them, you have a better chance.
But that's a lot of work.
Brandon Welch (04:27):
I didn't know I needed a replacement for the CD
player until you came out andsaid I could put a thousand
songs in my pocket.
Yes, and now I brought you tothe category of the MP3 player.
Right.
Caleb Agee (04:36):
Yeah.
Brandon Welch (04:38):
I didn't know.
I needed a phone that couldsurf the internet right, the
internet right.
So there's a lot of thingshistorically you could look back
and go oh, they brought them tothe category.
But also even if you're a bankor a roofer or anybody short of
a funeral home, you couldreasonably, it would be a good
idea to try to bring people toyour category a little earlier,
right?
Yes, so we're tending to dothis with large groups of people
(05:01):
.
We would call that largely liketomorrow marketing.
Yeah, kind of the same tacticswe put in the tomorrow marketing
and you are is appealing to avoid that's in their life that
they're not currently activelybuying for.
Caleb Agee (05:18):
Yeah, and the hard thing about that is you have to
do it probably in a long-term,tomorrow kind of situation,
because it's very unlikely thatyou're going to convince
somebody from 0% all the way to100% in a today customer
transactional setting.
First of all, if you're tryingto catch them in a search engine
or something like that, they'renot searching for this.
Brandon Welch (05:38):
Yeah.
So that's impossible, you haveto reach them in their leisure.
Caleb Agee (05:42):
Even if you caught them with an intrusive ad, like
in social ad or a billboard orprint piece or something, even
TV ads that you show up, youcan't expect them probably to be
convinced from zero to 100% inthat first moment Think of
remember Billy Mays yeah, andit's like I didn't know that we
needed anything besides Tide toclean our clothes.
Brandon Welch (06:03):
But he's like the power of oxygen and it does X,
y and Z, oxyclean, oxyclean,right, yes.
Or Al Borland I forget what hisactual name is the old guy from
Tim the.
Tool man, yeah, tool, I waslike, now he's selling pocket
hoses and I'm like I didn't knowI needed a pocket hose.
Caleb Agee (06:17):
I think I might need one.
I think.
Brandon Welch (06:18):
I might have ordered three of them last week,
right?
So just at a basic level, askyourself, what am I trying to do
in these three categories?
The first was bring them to thecategory and then ask is my
business in a position wherethat's what I need to do?
Yes, or is it number two, whichis make them buy from you
(06:38):
instead of a competitor?
Yes, I would say most of ourcommoditized service companies
your law firms, your brick andmortar medical firms, your brick
and mortar home improvementtype companies.
This is probably the categoryyou're going to be in the most
often, because it's like there'snothing you can say.
To bring me to the category ofbuying a roof if I don't already
(07:00):
know or believe I need one.
Yes, because that's $30,000 andthere's nothing gratifying
about that, because guess whathappens when I put one on
Nothing?
Yeah Well, that's the reality,yeah.
Caleb Agee (07:10):
Category one, bring people to your category.
If you're a roofer or a bodyshop or something like that, you
can't force it to hail and forpeople to need the dings taken
out of their roof or their car,that's not going to happen.
So you are looking to make surethat when they need you, when
they need somebody who is inyour category, they're choosing
you instead of their competitor?
Brandon Welch (07:32):
Yes.
So the second one make them buyfrom you instead of a
competitor is probably the goalfor most of brick and mortar
America, and to do this, youhave to become the most liked,
trusted and thought of partnerin the market.
Own, liked and trusted, right.
So part of that is have theyheard of you?
(07:53):
Second part of that is whathave they heard about you?
Yeah, third part of that is didhave they heard about you?
Yeah, uh.
Third part of that is did youmake them feel good, like and
and like I said this is.
I think this is also very hardto do, but it's, it's the most
common need or utility ofadvertising.
Yeah, here's what happens A lotof people don't stop to think
about these two things, um, andthey and they just start making
(08:14):
noise, they go.
Did you know that Peter'sRoofing has been around for 25
years and we have 84 years ofcombined experience and we're in
three different locations, sowe can Serve you best.
Serve you best, right.
Caleb Agee (08:29):
Yeah.
Brandon Welch (08:30):
I swear I heard that ad, a local ad like that.
It's like with our customersatisfaction guarantee and it's
like you're not even doingeither one of these things.
You're not convincing anybodythey need a roof, or you're not
really making me like you morethan any other roofer who would
say the exact same thing.
Caleb Agee (08:47):
Yeah.
Brandon Welch (08:48):
So making them buy from you instead of a
competitor has to do with yourendearment, your personality,
probably the entertainmentfactor of your advertising.
Caleb Agee (08:58):
The old marketing way would be your UVPs, unique
value proposition.
Right, but there is somethingthat makes you special there's
no unique UVP.
There's not a unique, uniqueone.
Brandon Welch (09:11):
I would say yes, not a unique value proposition,
it's unique value.
Personality yes.
Caleb Agee (09:16):
And that's what you have to find in the difference
there.
Um, you could catch somebody atthe finish line at this level.
It'll cost you a lot more.
Brandon Welch (09:24):
Um but what caleb means by that is it's like if I
go into the abyss of google and, by the way, we spend millions
of dollars on google so I'm not,you know, anti-google, but if I
go into the abyss and it is anabyss and try to win over my
people there, it's like I'm asnippet of text, maybe a phone
(09:45):
number, and, if I'm lucky, somegood reviews, a high review
count amongst a list of otherpeople at least half a dozen
others that have probably kindof sort of the same thing, yeah,
half a dozen others that haveprobably kind of sort of the
same thing, yeah.
And so if there's not othervalue or bond or likeness or
personality attached to my brandand the feelings that my brand
(10:07):
name evokes, yeah, I'm just kindof subject to whoever answered
the phone first, whoeverhappened to be highest on the
search engine and did I.
Caleb Agee (10:15):
Did those 200 characters say more than the
other guys?
Brandon Welch (10:18):
200 characters yeah, and like I said, you can,
you can do you?
Can make marginal gains there.
Yeah, you can put in thingslike you know we'll be at your
house within an hour, or getsomebody on the phone right now
and those are the things youwant to do.
Save them, you know, time, moneyor hassle, right yeah um, but
just know, when you're in thatcategory and go hey, hey, my job
(10:38):
isn't to make noise, my job isto make them like me more than
the other competition, and somake sure you're talking to
things that matter to them andthat are about them, not you and
your company.
Hey, what's number?
Caleb Agee (10:49):
three Number three make them come back and do
repeat business.
So this would be what we call ayesterday customer and we're
asking them to come back.
Um, everybody knows thecheapest customer to earn is the
one you already have.
Forbes did a study that showsexisting customers are 50% more
likely to try new products andspend 31% more than new
(11:10):
customers.
Another stat we found was theprobability of selling a
previous customer is rangesbetween 60 and 70%.
Your close rate, wow A, whereas, um, overall we're talking
about all leads, not your closerate when you get in the home or
when you get to the customer.
Overall close rate for a newcustomer is five to 20%.
(11:31):
Hmm, so we're talking aboutthree times more likely to sell
an existing customer At leastthree times.
Yeah, if you're in the retailspace, I'd be paying attention
to this because you're thinking,wow, if I've sold them one of
these selling an accessory, I am, you know.
Brandon Welch (11:51):
But what does every customer come in our door
asking for?
Caleb Agee (11:54):
New customers, right , new customers.
Brandon Welch (11:55):
Yeah, they want new customers, it's like you
realize that's the mostexpensive customer to go after.
So we always turn over everyrock in the in the database and
a lot of times these businesseswho've been been around for 20,
30 years they've got 50,000people on their past customer
roster and it's like would buyyou again.
Or I bet if you just showed upin their life daily with emails
(12:19):
or customer appreciation eventsor something fun you're doing in
the community, I bet they wouldthink of you more often to send
a friend or family member.
Caleb Agee (12:29):
So, yeah, once again in this category, though, the
thing you want to do, you canget referrals, but you also, if
you have a really, really reallylong buying cycle like windows,
windows, a roof caskets casketsonce in a lifetime deal then
you've got to really payattention to the fact that the
(12:52):
only opportunity you have withyesterday customers sort of, is
referrals.
Brandon Welch (12:57):
Right, right, the repeat business is probably not
going to happen unless you havesecondary products or services,
or you add a product, like ifyou're a roofing company and you
decide to start doing gutters,yes, or if you're a window
company and you decide to startdoing shades or window tinting.
Caleb Agee (13:10):
Yeah.
Brandon Welch (13:11):
Or window washing or something like that right
Some and that's a good strategysometimes for business expansion
, yeah, or maybe you buy anotherbusiness that's complimentary
to yours, but that's a differentepisode for a different day.
What you want to remember isdon't get caught up in the chaos
, don't get in the weeds ofadvertising, don't try to start
micro-focusing on metrics.
Those are really secondary,lagging indicators of success
(13:36):
and what you ought to be doing.
What you want to focus on firstis what's the fundamental thing
I need to make happen here?
Yeah, is that bringing peopleto my category?
So I'm going to talk about whythis product will make their
life better?
Is it stealing market sharefrom my competitor, and that
that's illustrating anddemonstrating why you're the
better, more fun, more easygoing, more likable choice within
(14:00):
that category.
Or are you just going to say,hey, I've got a lot of really
awesome past customers and I'mgoing to inspire them to come
back and talk and talk goodabout me and buy from me again
when I, you know, when thetime's right?
Caleb Agee (14:16):
You've got to keep in mind.
This actually works its waydown through your strategy
decision-making, your yourmessage decision-making and your
media decision-making.
It it starts at the strategylevel, but you need to, you need
to realize which of these am Imost likely, which one am I
going to get the most juice?
Brandon Welch (14:32):
out of Just sort of gut feeling.
Yeah.
Caleb Agee (14:34):
You'll know.
You'll know right off the batand, um, you know, if you pay
attention to even your marketshare in the in your area,
you'll you'll know how much roomthere is to take from other
competitors, grow your piece ofthe pie, um, or how often people
are coming into your category.
It may be big or small, butthen that that informs your
(14:54):
message, because if you'retrying to make yourself
different, that's a muchdifferent message than if you're
just trying to.
If you're trying to make aninfomercial, essentially, and
make Pete convince somebody whatyou're selling, yes, so just
pay attention to that, and thenthat definitely informs your
media because you want to putyourself in the right place.
Brandon Welch (15:10):
We share this as a pre-step before all other
steps.
Don't get caught in the weeds.
Don't overcomplicate marketing.
Think about one of these threethings, uh, that you're doing,
and I think it gets a lot easierto make the most common sense
decision after that.
I don't know who needed to hearthat.
Yeah, uh, I think a lot ofpeople we've talked to in the
last two weeks needed to hearthat uh, someone's, someone's
gonna hate on this a little bit,I think they're gonna be like
(15:32):
oh, duh you know, I'm just likeonly three.
Caleb Agee (15:34):
You know what I?
Brandon Welch (15:34):
could show you some very, very, very heavy
advertisers that just gotovercomplicated and they didn't
realize the core essence, corestrategy, core message and media
alignment of what they weretrying to do, and don't make it
harder than it has to be.
Caleb Agee (15:48):
Yes, it's already hard it is.
It's a complicated subject.
Brandon Welch (15:51):
Hey, if you like this episode, if you know
somebody that needs to hear it,please forward.
Please like, please subscribeor tag them in the comments or
whatever you want to do.
We'll be back here every Mondayanswering your real-life
marketing questions, becausemarketers who can't teach you
why are just a fancy lie.
Have a great week.
Welcome to the Maven Marketing Podcast.
Today is Maven Monday.
I'm your host, Brandon Welch,and I'm joined by Caleb.
What'd you do for Valentine'sDay?
Agee.
Caleb Agee (00:14):
You know, we don't honestly, we don't celebrate
Valentine's in the same way.
But what we did this year is wehad like a little night with
the kids.
So Sierra and I, my wife, incase that wasn't clear, we had
like a little night with thekids.
So, wow, uh, Ciera and I, mywife, in case that wasn't clear,
we have a regular date night.
Brandon Welch (00:29):
Some girl he's dating.
Caleb Agee (00:30):
We, yeah, the lady I've been dating for more than
half of my life, yes, um, yeah,we.
We try to keep a consistentdate night.
So Valentine's day actuallywill randomly go out to a
restaurant and they'll be likeand we've got a special menu
tonight.
We're like why?
And then like Valentine's Day,oh yeah.
Brandon Welch (00:49):
So I'm I wonder why there were so many people
here I'm more of like a all thetime.
Caleb Agee (00:53):
Every day is Valentine's Day.
You know what?
Brandon Welch (00:54):
I'm saying Dr Love Agee, there you go, all
right.
I do the same thing at home andwe make like a wild dinner like
seafood pasta, homemade pasta,steak on top.
Except for my wife has alphagal.
Caleb Agee (01:09):
We call her alpha gal Val.
She's the alpha gal.
Brandon Welch (01:11):
She can't have red meat anymore, so we sub with
chicken.
Chicken, okay, but hey, goodtimes.
Hope you had a good day of lovewith your love.
Hey, before we start today'sepisode, I want to shout out to
Brian McDonough, one of myfavorite bosses I ever got to
have in the marketing industry.
He taught me these threeprinciples.
They simplified my life as amarketer, and so I just wanted
(01:32):
to honor him today and say thankyou for teaching these
principles.
I hope they help you as much asthey helped me.
Hey, guess what?
Advertising is complicated?
Yeah, we make it complicated,yes and uh.
This is just kind of a you knowwhat reset conversation we've
had with a handful of peoplethat have come in our door
looking for guidance and goinglike, oh gosh, I gotta get more
(01:55):
foot traffic, I gotta get moreleads and I want to build seo
and I know I need to.
You know, have a multi.
I heard that two times thisweek a multi-channel or no, an
omni-channel marketing strategy,and I'm like, ooh.
Caleb Agee (02:07):
Omni-channel.
Brandon Welch (02:08):
Yeah, like mm omni-channel and I'm going.
You know what?
All those things are fine andwe've lived in the industry,
we've been in all the nerdcorners of marketing.
But you don't listen to theMaven Marketing Podcast to nerd
out.
You listen to the MavenMarketing Podcast to eliminate
waste in advertising, grow yourbusiness and achieve the big
(02:31):
dream, right?
Yeah, and we think that thatought to be through the lens of
simplifying what we're doing.
Yeah, if we can bring all ofthese fancy parameters down to a
human level and just start tomake our decisions from some
logic and some dadgum commonsense, yeah, I think a lot of
the waste gets eliminated thatway.
That's what we're proud to dofor the people that are in our
(02:52):
four walls every week, and so wejust thought we would share a
little bit of simplifying wisdom.
Caleb Agee (03:00):
Yeah.
Brandon Welch (03:01):
And some like, when things are chaotic, we go
wait, what are we trying to dohere?
And so the title of thisepisode is Marketing Can Only Do
Three Things, and you want thebig three things?
Bring it on, and then you canget on with your week.
Yeah let's do it All right.
Number one marketing can bringpeople to your category, your
industry.
They weren't buying solarsystems, but you're going to
(03:24):
present the idea of you shouldbuy a solar system.
Or they weren't in the marketfor buying an automobile, but
this new crazy thing came outcalled the electric vehicle, and
now you can bring them into theidea of buying an electric
vehicle right, yeah.
They weren't previously buyinganybody in your category.
Caleb Agee (03:39):
Yeah.
Brandon Welch (03:40):
But you appealed to them.
Caleb Agee (03:42):
This one is the hardest to do.
It is literally the hardest topull off, because you have to
take them from not considerationright.
So there's this thing inmarketing called the customer
sophistication, or-.
Brandon Welch (03:56):
Yeah, customer sophistication, eugene.
Caleb Agee (03:58):
Swartz?
Yeah, Eugene Swartz talks aboutit and this person is not Aware
there's even a problem.
Probably have a problem.
Or maybe they're aware of theproblem but they're not solution
aware, or they don't care.
Right, I know that I know solarexists, but maybe that customer
doesn't care or they're notbuying that today.
Your job as the marketer, ifyou're trying to make this
outcome happen, is to convincethem to buy that thing and also
(04:23):
to buy it from you.
Brandon Welch (04:24):
Yes.
Caleb Agee (04:24):
Which usually, if you're the one who convinces
them, you have a better chance.
But that's a lot of work.
Brandon Welch (04:27):
I didn't know I needed a replacement for the CD
player until you came out andsaid I could put a thousand
songs in my pocket.
Yes, and now I brought you tothe category of the MP3 player.
Right.
Caleb Agee (04:36):
Yeah.
Brandon Welch (04:38):
I didn't know.
I needed a phone that couldsurf the internet right, the
internet right.
So there's a lot of thingshistorically you could look back
and go oh, they brought them tothe category.
But also even if you're a bankor a roofer or anybody short of
a funeral home, you couldreasonably, it would be a good
idea to try to bring people toyour category a little earlier,
right?
Yes, so we're tending to dothis with large groups of people
(05:01):
.
We would call that largely liketomorrow marketing.
Yeah, kind of the same tacticswe put in the tomorrow marketing
and you are is appealing to avoid that's in their life that
they're not currently activelybuying for.
Caleb Agee (05:18):
Yeah, and the hard thing about that is you have to
do it probably in a long-term,tomorrow kind of situation,
because it's very unlikely thatyou're going to convince
somebody from 0% all the way to100% in a today customer
transactional setting.
First of all, if you're tryingto catch them in a search engine
or something like that, they'renot searching for this.
Brandon Welch (05:38):
Yeah.
So that's impossible, you haveto reach them in their leisure.
Caleb Agee (05:42):
Even if you caught them with an intrusive ad, like
in social ad or a billboard orprint piece or something, even
TV ads that you show up, youcan't expect them probably to be
convinced from zero to 100% inthat first moment Think of
remember Billy Mays yeah, andit's like I didn't know that we
needed anything besides Tide toclean our clothes.
Brandon Welch (06:03):
But he's like the power of oxygen and it does X,
y and Z, oxyclean, oxyclean,right, yes.
Or Al Borland I forget what hisactual name is the old guy from
Tim the.
Tool man, yeah, tool, I waslike, now he's selling pocket
hoses and I'm like I didn't knowI needed a pocket hose.
Caleb Agee (06:17):
I think I might need one.
I think.
Brandon Welch (06:18):
I might have ordered three of them last week,
right?
So just at a basic level, askyourself, what am I trying to do
in these three categories?
The first was bring them to thecategory and then ask is my
business in a position wherethat's what I need to do?
Yes, or is it number two, whichis make them buy from you
(06:38):
instead of a competitor?
Yes, I would say most of ourcommoditized service companies
your law firms, your brick andmortar medical firms, your brick
and mortar home improvementtype companies.
This is probably the categoryyou're going to be in the most
often, because it's like there'snothing you can say.
To bring me to the category ofbuying a roof if I don't already
(07:00):
know or believe I need one.
Yes, because that's $30,000 andthere's nothing gratifying
about that, because guess whathappens when I put one on
Nothing?
Yeah Well, that's the reality,yeah.
Caleb Agee (07:10):
Category one, bring people to your category.
If you're a roofer or a bodyshop or something like that, you
can't force it to hail and forpeople to need the dings taken
out of their roof or their car,that's not going to happen.
So you are looking to make surethat when they need you, when
they need somebody who is inyour category, they're choosing
you instead of their competitor?
Brandon Welch (07:32):
Yes.
So the second one make them buyfrom you instead of a
competitor is probably the goalfor most of brick and mortar
America, and to do this, youhave to become the most liked,
trusted and thought of partnerin the market.
Own, liked and trusted, right.
So part of that is have theyheard of you?
(07:53):
Second part of that is whathave they heard about you?
Yeah, third part of that is didhave they heard about you?
Yeah, uh.
Third part of that is did youmake them feel good, like and
and like I said this is.
I think this is also very hardto do, but it's, it's the most
common need or utility ofadvertising.
Yeah, here's what happens A lotof people don't stop to think
about these two things, um, andthey and they just start making
(08:14):
noise, they go.
Did you know that Peter'sRoofing has been around for 25
years and we have 84 years ofcombined experience and we're in
three different locations, sowe can Serve you best.
Serve you best, right.
Caleb Agee (08:29):
Yeah.
Brandon Welch (08:30):
I swear I heard that ad, a local ad like that.
It's like with our customersatisfaction guarantee and it's
like you're not even doingeither one of these things.
You're not convincing anybodythey need a roof, or you're not
really making me like you morethan any other roofer who would
say the exact same thing.
Caleb Agee (08:47):
Yeah.
Brandon Welch (08:48):
So making them buy from you instead of a
competitor has to do with yourendearment, your personality,
probably the entertainmentfactor of your advertising.
Caleb Agee (08:58):
The old marketing way would be your UVPs, unique
value proposition.
Right, but there is somethingthat makes you special there's
no unique UVP.
There's not a unique, uniqueone.
Brandon Welch (09:11):
I would say yes, not a unique value proposition,
it's unique value.
Personality yes.
Caleb Agee (09:16):
And that's what you have to find in the difference
there.
Um, you could catch somebody atthe finish line at this level.
It'll cost you a lot more.
Brandon Welch (09:24):
Um but what caleb means by that is it's like if I
go into the abyss of google and, by the way, we spend millions
of dollars on google so I'm not,you know, anti-google, but if I
go into the abyss and it is anabyss and try to win over my
people there, it's like I'm asnippet of text, maybe a phone
(09:45):
number, and, if I'm lucky, somegood reviews, a high review
count amongst a list of otherpeople at least half a dozen
others that have probably kindof sort of the same thing, yeah,
half a dozen others that haveprobably kind of sort of the
same thing, yeah.
And so if there's not othervalue or bond or likeness or
personality attached to my brandand the feelings that my brand
(10:07):
name evokes, yeah, I'm just kindof subject to whoever answered
the phone first, whoeverhappened to be highest on the
search engine and did I.
Caleb Agee (10:15):
Did those 200 characters say more than the
other guys?
Brandon Welch (10:18):
200 characters yeah, and like I said, you can,
you can do you?
Can make marginal gains there.
Yeah, you can put in thingslike you know we'll be at your
house within an hour, or getsomebody on the phone right now
and those are the things youwant to do.
Save them, you know, time, moneyor hassle, right yeah um, but
just know, when you're in thatcategory and go hey, hey, my job
(10:38):
isn't to make noise, my job isto make them like me more than
the other competition, and somake sure you're talking to
things that matter to them andthat are about them, not you and
your company.
Hey, what's number?
Caleb Agee (10:49):
three Number three make them come back and do
repeat business.
So this would be what we call ayesterday customer and we're
asking them to come back.
Um, everybody knows thecheapest customer to earn is the
one you already have.
Forbes did a study that showsexisting customers are 50% more
likely to try new products andspend 31% more than new
(11:10):
customers.
Another stat we found was theprobability of selling a
previous customer is rangesbetween 60 and 70%.
Your close rate, wow A, whereas, um, overall we're talking
about all leads, not your closerate when you get in the home or
when you get to the customer.
Overall close rate for a newcustomer is five to 20%.
(11:31):
Hmm, so we're talking aboutthree times more likely to sell
an existing customer At leastthree times.
Yeah, if you're in the retailspace, I'd be paying attention
to this because you're thinking,wow, if I've sold them one of
these selling an accessory, I am, you know.
Brandon Welch (11:51):
But what does every customer come in our door
asking for?
Caleb Agee (11:54):
New customers, right , new customers.
Brandon Welch (11:55):
Yeah, they want new customers, it's like you
realize that's the mostexpensive customer to go after.
So we always turn over everyrock in the in the database and
a lot of times these businesseswho've been been around for 20,
30 years they've got 50,000people on their past customer
roster and it's like would buyyou again.
Or I bet if you just showed upin their life daily with emails
(12:19):
or customer appreciation eventsor something fun you're doing in
the community, I bet they wouldthink of you more often to send
a friend or family member.
Caleb Agee (12:29):
So, yeah, once again in this category, though, the
thing you want to do, you canget referrals, but you also, if
you have a really, really reallylong buying cycle like windows,
windows, a roof caskets casketsonce in a lifetime deal then
you've got to really payattention to the fact that the
(12:52):
only opportunity you have withyesterday customers sort of, is
referrals.
Brandon Welch (12:57):
Right, right, the repeat business is probably not
going to happen unless you havesecondary products or services,
or you add a product, like ifyou're a roofing company and you
decide to start doing gutters,yes, or if you're a window
company and you decide to startdoing shades or window tinting.
Caleb Agee (13:10):
Yeah.
Brandon Welch (13:11):
Or window washing or something like that right
Some and that's a good strategysometimes for business expansion
, yeah, or maybe you buy anotherbusiness that's complimentary
to yours, but that's a differentepisode for a different day.
What you want to remember isdon't get caught up in the chaos
, don't get in the weeds ofadvertising, don't try to start
micro-focusing on metrics.
Those are really secondary,lagging indicators of success
(13:36):
and what you ought to be doing.
What you want to focus on firstis what's the fundamental thing
I need to make happen here?
Yeah, is that bringing peopleto my category?
So I'm going to talk about whythis product will make their
life better?
Is it stealing market sharefrom my competitor, and that
that's illustrating anddemonstrating why you're the
better, more fun, more easygoing, more likable choice within
(14:00):
that category.
Or are you just going to say,hey, I've got a lot of really
awesome past customers and I'mgoing to inspire them to come
back and talk and talk goodabout me and buy from me again
when I, you know, when thetime's right?
Caleb Agee (14:16):
You've got to keep in mind.
This actually works its waydown through your strategy
decision-making, your yourmessage decision-making and your
media decision-making.
It it starts at the strategylevel, but you need to, you need
to realize which of these am Imost likely, which one am I
going to get the most juice?
Brandon Welch (14:32):
out of Just sort of gut feeling.
Yeah.
Caleb Agee (14:34):
You'll know.
You'll know right off the batand, um, you know, if you pay
attention to even your marketshare in the in your area,
you'll you'll know how much roomthere is to take from other
competitors, grow your piece ofthe pie, um, or how often people
are coming into your category.
It may be big or small, butthen that that informs your
(14:54):
message, because if you'retrying to make yourself
different, that's a muchdifferent message than if you're
just trying to.
If you're trying to make aninfomercial, essentially, and
make Pete convince somebody whatyou're selling, yes, so just
pay attention to that, and thenthat definitely informs your
media because you want to putyourself in the right place.
Brandon Welch (15:10):
We share this as a pre-step before all other
steps.
Don't get caught in the weeds.
Don't overcomplicate marketing.
Think about one of these threethings, uh, that you're doing,
and I think it gets a lot easierto make the most common sense
decision after that.
I don't know who needed to hearthat.
Yeah, uh, I think a lot ofpeople we've talked to in the
last two weeks needed to hearthat uh, someone's, someone's
gonna hate on this a little bit,I think they're gonna be like
(15:32):
oh, duh you know, I'm just likeonly three.
Caleb Agee (15:34):
You know what I?
Brandon Welch (15:34):
could show you some very, very, very heavy
advertisers that just gotovercomplicated and they didn't
realize the core essence, corestrategy, core message and media
alignment of what they weretrying to do, and don't make it
harder than it has to be.
Caleb Agee (15:48):
Yes, it's already hard it is.
It's a complicated subject.
Brandon Welch (15:51):
Hey, if you like this episode, if you know
somebody that needs to hear it,please forward.
Please like, please subscribeor tag them in the comments or
whatever you want to do.
We'll be back here every Mondayanswering your real-life
marketing questions, becausemarketers who can't teach you
why are just a fancy lie.
Have a great week.
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