June 5, 2024 • 21 mins
Ever wondered how to turn your home business website into a true revenue generator? Join us as we sit down with Scott Humphries, founder of Right Path Marketing, who shares his expert insights on achieving impeccable brand consistency and messaging. Scott uncovers the common pitfalls of brand inconsistency that many businesses face, from fluctuating tones across different platforms to the confusion it causes among customers. Learn how a unified brand voice and visual identity can build authenticity and trust, and discover the ripple effects it has on search engine optimization. This episode sets the stage for a deeper dive into how brand consistency can enhance your SEO in our next conversation.
Beyond logos, we'll explore the emotional connections that truly resonate with your audience. Scott explains how elements like color, typography, and carefully crafted messaging can elevate your brand, creating a compelling narrative that addresses customer needs and pain points. Highlighting the often-overlooked synergy between marketing and sales, we discuss how consistent and aligned messaging can transform a warm audience into loyal customers. Plus, we touch on the cautious use of AI to generate authentic social media content that reflects your brand's voice. Don’t miss out on these practical tips and strategies to ensure your home business stands out in a crowded market.
Website: https://therightpathmarketing.com
Facebook: https://www.facebook.com/RightPathMA
Instagram: https://www.instagram.com/therightpathmarketing/
LinkedIn: https://www.linkedin.com/in/scottahumphries/
Be sure to visit BizRadio.US to discover hundreds more engaging conversations, local events and more.
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Hank (00:05):
Welcome to the Home Business Success Show.
Join us as we speak to homebusiness entrepreneurs for tips,
tricks, do's and even don'tsfor running a successful home
business.
Welcome everyone.
I'm Hank Eder, also known asHank the PR Guy, host of the
(00:26):
Home Business Success Show, andyou're listening to bizradious
all entrepreneurs all the time.
Our guest today, ScottHumphries, owns the Right Path
Marketing, a strategic digitalmarketing agency in the greater
Boston area.
Marketing agency in the greaterBoston area.
(00:48):
This agency assists trade andservice providers in increasing
sales by focusing on effectivemessaging.
After observing that companiesthat focus their marketing
purely on their marketingaesthetics, like logos and
design, often struggle to meettheir sales goals, scott founded
the Right Path Marketing in2022 and now steers brands
toward sales success through amessaging-first strategy in
(01:12):
digital marketing services.
My interview with Scott will bedone across two shows, because
when two marketing guys gettogether, there's always a lot
to talk about.
In this first show, we'lldiscuss brand consistency and
messaging.
Targeted brand messaging is theguide that serves as a compass
(01:33):
to bring new leads to yourwebsite and convert them into
customers.
Welcome to the show, scott,thank you.
Scott (01:40):
Can I call you MC Biz Boomer here, or do I have to go
by Hank, the PR guy on the show?
Hank (01:48):
You could call me whatever you like, as long as it's PG
rated and you don't call me latefor lunch.
I think most of my listenersknow who MC Biz Boomer is.
Yeah, if they don't, I'llexplain it another time.
Scott (02:02):
Who doesn't nowadays?
Hank (02:03):
Yeah, who doesn't?
It's in demand.
So if you would please tell usa bit about what it is that you
do, Sure.
Scott (02:12):
So I think you covered it pretty well in that intro that
you gave me.
So thank you for that.
But yeah, I own the Right PathMarketing.
We're based in New England.
We help businesses turn theirwebsite into a revenue
generating asset.
So what really differentiatesus from a lot of other players
is that we really start with themessaging first.
(02:32):
We really want to get clear onwhat that business's brand is
all about, what their uniqueselling position, what their
voice is, and then we craft allthe copy for the site and build
a custom design around it.
So and in addition to websiteyou know design and development
we do also some monthly servicesas well to help generate the
(02:55):
traffic.
Now they have this greatwebsite that can convert for
them, so we look to help themwith paid advertising and with
local search as well.
So, as you pointed out, we workin the service area space with
businesses in the trades andother small businesses here, not
just in New England, but alsoacross the United States.
Hank (03:13):
Right, that's an interesting thing, because we do
like to try to focus on ourlocal service area, but also
we're in a world now where wecould do this for really anybody
.
Scott (03:24):
We could.
It's interesting.
There are certainly some folksthat love to sit down and know
that the person they're dealingwith is nearby, and then there's
others that are verycomfortable in the space that
we're operating in right now.
Right, they just find itconvenient to get on their
computer and do a virtualmeeting like we're doing right
(03:44):
now.
So I think it's interesting.
I have a nice sort of split ofclients, some very local here
and then some over three timezones.
So hey, I'll take it.
Hank (03:56):
I have them across all those time zones.
I'm looking for some in Europe,but I haven't scored that yet.
Yeah, I am the same.
Scott (04:03):
I have a couple of companies over there that I'm
looking for some in Europe, butI haven't scored that yet.
Yeah, I am the same.
I have a couple of companiesover there that I'm talking to,
but those would be new feathersin the cap, we hear a lot of
talk about brand consistency.
Hank (04:14):
What is brand consistency and why is it important for
businesses?
Scott (04:19):
Well, hank, if you know me to be a kind of a jovial,
fun-spirited guy, but you knowyour cousin I bumped into your
cousin at the hardware store andI was in a grumpy, serious mood
.
That would be brandinconsistency right there,
because he would have a wholedifferent take on me than what
you would.
You see it a lot right.
(04:39):
It's a very common thing forbusinesses, for their different
social platforms and theirwebsite, to have very different
messaging, very differentbranding on them.
So, pulling that all together,having that similar voice
without copying and pasting theexact same stuff onto each of
those platforms, because theyhave all the different
requirements, and then, ofcourse, with the visuals as well
(05:01):
, having the same guidelinesapply to how they use their
logos and their colors and theirtypography in different places
you really want to create thatstrong, consistent brand
footprint across multipleplatforms for a variety of
reasons, not just the impressionyou leave on your customers,
but there are some components ofthat as well that factor into
(05:24):
them, getting found throughsearch too, too, which we can
talk about, but that's a wholenother tangent.
Hank (05:28):
Right, I think that we're going to get into that.
In part two of the show, we'regoing to talk about some of the
more lesser known, the morelesser known, some of the lesser
known aspects of SEO and thingsthat people really ought to
know.
Yeah, so, brand consistency youwant to present that same face.
You want to have the samemessage.
You want to be authentic,because if you're trying to be
(05:52):
different things for differentplatforms, some of it's going to
come across as phony and peoplecan see through that a mile
away.
Scott (05:59):
And if you don't lay the right foundation down with some
kind of guidelines and that'ssomething that we work with our
clients a lot on brand messaging, getting sort of their
foundation, their constitutionfor how they present themselves,
different words that they use,what their unique selling
position is, all these factorsthat they pull together, so now
(06:23):
when they write something on adifferent platform, they have
sort of this thing that they canlook at and say, yeah, let me
make sure I stick within theseguard rails to make sure my
brand's consistent.
Hank (06:32):
That makes a whole lot of sense.
You know, speaking of branding,when I engage people in
discussions about branding,quite often I get from them but
I already have a logo.
Scott (06:44):
Well then, why would you do anything, right?
Yeah, that's not.
I hear you there and that'swhat you said earlier.
It's the focus is on the sexierthings, the visuals, right, and
that's certainly important.
But if you don't have a conceptbehind it and that doesn't and
if that concept doesn't resonatein all the different ways you
(07:04):
communicate, then it's reallyhard to stay consistent because
you might put somethingdifferent in a different space.
You know different.
I might you know, if I went tomy LinkedIn page and wrote a
description at you know at 5amand then did another description
on my Facebook at nine o'clockat night, I think I'd be in a
different mood and that mightreflect if I'm not sticking to
my guidelines.
Hank (07:22):
Right, so you have to have those guidelines Now.
Branding is a lot more than alogo, and what are some of the
components that you think makeup a business's brand?
Scott (07:31):
A brand to me is really what's the emotion you feel,
right, when you see it, when youhear it and of course, all the
well-known brands bring out acertain feeling, right?
So, and what gives you thatfeeling is sort of how they
present themselves.
Some of it's with the colorsand typography and some of it's,
and a really big part of it, ishow they craft their words.
(07:53):
So when you read them, ifyou're the ideal person to match
up with them, they reallyresonate.
They really resonate with you.
So it's making that emotionalconnection with your right
buyers.
It's making that emotionalconnection with your right
buyers.
Hank (08:06):
Yeah, because that emotional connection is what
drives most buying decisions forcustomers.
You know so many people that Icome across.
They want to put front andcenter this gigantic picture of
themselves and a toweringmonument to their ego, with all
of their degrees andcertification.
Scott (08:27):
Oh, right, right yeah.
Hank (08:29):
Yeah, on their website and then all their processes, all
their features, without reallygetting into benefits, without
getting into who is their idealtarget customer and what are the
pain points, what are the needsof that customer.
So if you don't do that, you'renot going to make that
(08:50):
emotional appeal.
Scott (08:51):
I agree.
I think that it's a very commonmistake.
As a potential consumer, when Igo to a business's website, I
want to find out what's in itfor me, whether it's a pain
point or it's something thatlike some hidden gap that's
going to help my business grow.
And they're really oh yeah, soright If you're just simply
telling me what your, you know,your credentials are or how many
(09:14):
years your business has beenopen, you know, I mean, you see
a lot of the family runbusinesses say we're family run.
That that gives you a littlebit of a brand, but it's still
kind of puts you in a largerbucket.
Right, the companies that standout have the more unique brands
and those are the ones thatconvert more of those people
perusing through their marketingand convert those into actual
(09:35):
buyers of what they offer.
That's a fact.
Hank (09:38):
Right.
So the way that branding playsinto messaging and content is
really, then, to take thatconsistency and drive it right
to the ones that you're tryingto reach the most through.
Like you mentioned, a gap ofsome kind, something that
they're missing, that you'regoing to fill in Right or and
(09:59):
for our audience I just want tosay that pain points they've
heard this before on my show,but pain points are really just
the problems that your idealtarget market has.
If there's something that'skeeping them awake at night and
you can solve that for them,you're solving their pain point
and that helps to driveconversions, or at least it
helps to get them to go furtherthan just looking at your
(10:22):
website.
They'll probably reach out andask more about it.
Scott (10:28):
Yeah, I mean you want to create a couple of different
invoke, a couple of differentemotions, right.
So you're talking about thepain point, right, and so
getting away from that pain andkind of future, seeing yourself
in a better position, is sort ofhow we want to craft, whether
it's website messaging or copyin different areas.
(10:51):
I would also say they might notknow what their pain point is,
but they know what the outcomethey want is right, and so kind
of sharing with them what it isthat they want to be right.
I mean you want to Hank,probably be a PR firm with some
multiple of your business thatyou have right now.
That's something for you to beright.
I mean you want to Hankprobably be a PR firm with some
multiple of your business thatyou have right now.
Hank (11:09):
That's something for you to say, yeah.
Scott (11:11):
Yeah, so how am I, you know?
So then you want to kind of say, okay, well, tell me more,
right.
And then that's where you kindof get in sort of like the
points of like, we'll take this,we'll do this process with you.
These are sort of the journeyyou'll be on, and that's very
key in the messaging too, right.
You want to kind of take thatreader on a journey and, you
know, give them a future visionand then tell them how you're
(11:32):
going to fill that gap for them.
Hank (11:33):
I think that's very important because you're really
making a contrast.
I think even you lead with theideal.
You know, like the Garden ofEden, you know they'd be in
paradise, and then you bringthem back to where they feel
they are right now and how youcan lead them on that journey to
get to that place that theyreally want to go.
Scott (11:52):
Let me spin a question back at you.
Hank (11:54):
Sure.
Scott (11:55):
What would you say is the difference between marketing
and sales?
Hank (11:59):
Marketing and sales.
Okay, Well, to me, marketing iswhen you put information out
there that draws people to you,Whereas sales you actually have
to get on with somebody.
Make a pitch and make a sale.
And you know, the reality of itis that all of us who are
(12:19):
entrepreneurs basically are oursales.
You know we do sales, we haveto do sales, but it becomes so
much easier when we're doing theright marketing.
That's drawing the right targetcustomers to us, because
they're a very warm audience.
If someone calls you or someonegets on your calendar, that's a
very warm audience.
(12:40):
There's something that theywant and if you can then zoom in
on that, you've got a customer.
Scott (12:46):
And if you're, you know, if you're doing this sales,
don't you need sort of themarketing behind like they pull?
They've been drawn to youthrough some marketing right and
then you have the supportingmarketing information.
Wouldn't it be a lot easiersale if everything's aligned?
Hank (13:02):
That is correct, because they already know what it is
that we do and they know whatthey want, and as long as they
can make that connection betweenwhat they want and what we do
and how we could be their guideto get them there, I think that
makes the sale so much easier.
It's almost a given in manycases.
Scott (13:21):
And so if you're selling something right and your website
and your marketing doesn't doenough work to kind of
differentiate you from all theother type of businesses that do
what you do, it doesn't makethe sale impossible because it
is a person-to-person type ofexchange at that point too, but
there's still a gap there, right?
I mean, what makes youdifferent than everyone else in
(13:44):
the industry?
Well, you need to have talkingpoints, and a lot of that is
embedded in your marketing.
Hank (13:48):
True, true.
I think that that goes back toconsistency of messaging,
because if your marketing hasthat message and then your sales
, your sales pitch, has thatsame message and again it
reaches out to just what thecustomer needs, I think then all
the factors come together tomake it a whole lot more likely
(14:09):
that you're going to convertthis inquiry into an actual
customer.
Scott (14:14):
Would you agree, too, that someone who picks up the
phone in your office is whenthey answer it?
That's marketing too.
Hank (14:20):
Would I agree that that's marketing?
Well, that is I'm trying torecall that could be order
fulfillment.
But when they answer that isI'm trying to recall that could
be order fulfillment.
Scott (14:29):
But when they answer that call right hey, you've reached
XYZ business, how can I help you?
And they're in that sort oftone that is consistent with the
company and that's you knowthat's important right.
You talk about company values.
Oftentimes it's embedded in acompany's marketing right.
You see on their website whattheir values are.
Hank (14:50):
So that's definitely important, too, when we talk to
clients about their brandmessaging.
Now, I do have to agree withyou wholeheartedly, in fact, you
know.
Scott (14:54):
You should have been a lawyer.
Hank (14:56):
There you go.
You know your company's culturehas to be such that, yeah,
whoever answers the phone hasbeen trained on how to present
that branded image.
I have certain requirementsthat I like in.
So much is that I don't like ifsomeone's calling the phone, I
don't like it to ring more thanthree times.
I like to pick it up withinthree rings and make that person
(15:20):
understand that I really docare about why they're calling
and what they need.
Yeah, so that is marketing aswell, and that goes back again
to brand consistency.
Scott (15:31):
Brand consistency, sticking to the vision, sticking
to the tone.
Exactly, it resonates acrossevery way you interact with
people.
Hank (15:39):
Yeah, well, we know that customers buying decisions we
mentioned a few minutes ago arebased upon emotion.
You know you don't want to comeright out and make somebody cry
.
I mean, you know their emotions, of course.
I know you've told me 80million times not to exaggerate,
so that'd be well, you know?
(16:02):
Yeah, well, no, I'm just beingfacetious.
Scott (16:05):
I mean, I'm getting old, I might forget things.
Hank (16:08):
No, I'm exaggerating by saying 80 million times.
There you go.
So yeah, but are there somesubtle ways that we can appeal
to those emotions without havingto come right out crashing into
their pain point?
Scott (16:22):
Yeah, that's a great question.
I think you often hearmarketers talk about how only 5%
of your market is in its buyingphase right now, and so that's
where brand awareness comes in,and to me that's a little bit
more subtle, right.
You're kind of staying on theirradar screen and you're
building a bit of a vision, andso, yeah, that's how I kind of
(16:42):
spitball my answer based on whatyou asked me there.
Hank (16:45):
There you go.
The one thing I do recommend topeople as far as branding
across social media is to becareful about what goes out on
social media and to make itvalue, not value.
Yeah, give it massive value sothat when you post things, your
audience is learning from youand you're sharing things.
You know there really are notrade secrets.
(17:07):
You know you're not jealouslyguarding trade secrets, but
you're sharing this informationthat is making the customer
realize not only that you knowyour stuff, but it engages them
and gives them more than theyhad going in.
Scott (17:23):
So when that Can I just take two seconds and ask AI to
put something out there that'srelevant, so I can get my daily
post?
Hank (17:30):
done.
That's a double-edged swordthere.
No, you really can't just taketwo seconds and use AI for that.
Ai has its purpose.
I mean, I don't totally eschewI love that word I don't totally
eschew AI, but AI for me is ajumping off point.
If I need six bullet points onsomething I want to talk about,
(17:53):
I'll ask AI for that.
But then I'll look at thosebullet points and I'll make sure
that what I'm putting out thereis, in my own words, right.
It's authentic to me and mybrand.
I think that people can spot AIa mile away if they just know a
few of the signals.
Scott (18:09):
Sure, sure.
I think what it's done is it'smade, I think I heard I don't
know who the person was, so ifyou're out there, I'm not trying
to steal from you but what AIis is in terms of like copying
content.
I mean, there's a lot of usesfor it and it actually can, you
know, reduce processes quite abit, which is, I think, great
for businesses.
(18:29):
But what it's done is it's mademediocre copy or good copy.
I'll say good, decent to goodcopy.
A big commodity, now right, andso to really stand out, that's
where your human brain needs tocome in and that's where you add
the value to what you do.
Now, I think it's going tocontinue to get better, the AI,
(18:49):
and I think the real skill isknowing how to ask it things,
knowing how to prompt it to getwhat you want.
That is sort of the new skill,I believe.
Hank (18:58):
Right.
The other thing I will say, too, about the messages that we put
out if they don't have value,are the ones who just have a buy
, buy, buy, buy message.
Every time you see a messagefrom them, it's like my product
is the greatest, come out andbuy it, you know, you'll smell
better, you'll have lots ofgirlfriends, that kind of thing,
and people get really tired ofthat very quickly.
(19:19):
You know, the time is justflying by for part one.
Yeah, I've had such a good timethat it's just really flown by.
Scott (19:30):
So I'd like to ask, I'd say we do this again.
Hank (19:33):
Yeah, we're going to do it for one more show and we're
going to talk about some of thehidden secrets of SEO.
But, that being said, how canour what's SEO?
Silly enneagrams often?
Yeah, yeah, there you go.
That being said, tell ourlisteners the best way to get in
(19:57):
touch with you.
Scott (19:58):
Sure, so I would go to therightpathmarketingcom.
All my contact information isthere.
You can grab time on mycalendar if you want a
complimentary consultation orfill out my contact form.
And I'm across all the socialstoo.
But if you go to the websiteyou'll find all the all the
icons where you can check us,check us out in any way that you
(20:18):
please.
Hank (20:19):
All the icons and more.
Thanks for being here with ustoday, Scott.
Scott (20:24):
And to our icons.
It's great to be with you.
Hank (20:26):
Yeah, there you go To our listeners.
Don't miss part two of thisinterview with Scott Humphreys
next Wednesday on the HomeBusiness Success Show right here
on bizradious.
Remember you can achievesuccess, freedom and
independence in your own homebusiness.
I've done it, scott has done it.
You can too.
Until next week.
(20:47):
This is Hank Eder, wishing allof you a fabulous day of home
business success.
Welcome to the Home Business Success Show.
Join us as we speak to homebusiness entrepreneurs for tips,
tricks, do's and even don'tsfor running a successful home
business.
Welcome everyone.
I'm Hank Eder, also known asHank the PR Guy, host of the
(00:26):
Home Business Success Show, andyou're listening to bizradious
all entrepreneurs all the time.
Our guest today, ScottHumphries, owns the Right Path
Marketing, a strategic digitalmarketing agency in the greater
Boston area.
Marketing agency in the greaterBoston area.
(00:48):
This agency assists trade andservice providers in increasing
sales by focusing on effectivemessaging.
After observing that companiesthat focus their marketing
purely on their marketingaesthetics, like logos and
design, often struggle to meettheir sales goals, scott founded
the Right Path Marketing in2022 and now steers brands
toward sales success through amessaging-first strategy in
(01:12):
digital marketing services.
My interview with Scott will bedone across two shows, because
when two marketing guys gettogether, there's always a lot
to talk about.
In this first show, we'lldiscuss brand consistency and
messaging.
Targeted brand messaging is theguide that serves as a compass
(01:33):
to bring new leads to yourwebsite and convert them into
customers.
Welcome to the show, scott,thank you.
Scott (01:40):
Can I call you MC Biz Boomer here, or do I have to go
by Hank, the PR guy on the show?
Hank (01:48):
You could call me whatever you like, as long as it's PG
rated and you don't call me latefor lunch.
I think most of my listenersknow who MC Biz Boomer is.
Yeah, if they don't, I'llexplain it another time.
Scott (02:02):
Who doesn't nowadays?
Hank (02:03):
Yeah, who doesn't?
It's in demand.
So if you would please tell usa bit about what it is that you
do, Sure.
Scott (02:12):
So I think you covered it pretty well in that intro that
you gave me.
So thank you for that.
But yeah, I own the Right PathMarketing.
We're based in New England.
We help businesses turn theirwebsite into a revenue
generating asset.
So what really differentiatesus from a lot of other players
is that we really start with themessaging first.
(02:32):
We really want to get clear onwhat that business's brand is
all about, what their uniqueselling position, what their
voice is, and then we craft allthe copy for the site and build
a custom design around it.
So and in addition to websiteyou know design and development
we do also some monthly servicesas well to help generate the
(02:55):
traffic.
Now they have this greatwebsite that can convert for
them, so we look to help themwith paid advertising and with
local search as well.
So, as you pointed out, we workin the service area space with
businesses in the trades andother small businesses here, not
just in New England, but alsoacross the United States.
Hank (03:13):
Right, that's an interesting thing, because we do
like to try to focus on ourlocal service area, but also
we're in a world now where wecould do this for really anybody
.
Scott (03:24):
We could.
It's interesting.
There are certainly some folksthat love to sit down and know
that the person they're dealingwith is nearby, and then there's
others that are verycomfortable in the space that
we're operating in right now.
Right, they just find itconvenient to get on their
computer and do a virtualmeeting like we're doing right
(03:44):
now.
So I think it's interesting.
I have a nice sort of split ofclients, some very local here
and then some over three timezones.
So hey, I'll take it.
Hank (03:56):
I have them across all those time zones.
I'm looking for some in Europe,but I haven't scored that yet.
Yeah, I am the same.
Scott (04:03):
I have a couple of companies over there that I'm
looking for some in Europe, butI haven't scored that yet.
Yeah, I am the same.
I have a couple of companiesover there that I'm talking to,
but those would be new feathersin the cap, we hear a lot of
talk about brand consistency.
Hank (04:14):
What is brand consistency and why is it important for
businesses?
Scott (04:19):
Well, hank, if you know me to be a kind of a jovial,
fun-spirited guy, but you knowyour cousin I bumped into your
cousin at the hardware store andI was in a grumpy, serious mood
.
That would be brandinconsistency right there,
because he would have a wholedifferent take on me than what
you would.
You see it a lot right.
(04:39):
It's a very common thing forbusinesses, for their different
social platforms and theirwebsite, to have very different
messaging, very differentbranding on them.
So, pulling that all together,having that similar voice
without copying and pasting theexact same stuff onto each of
those platforms, because theyhave all the different
requirements, and then, ofcourse, with the visuals as well
(05:01):
, having the same guidelinesapply to how they use their
logos and their colors and theirtypography in different places
you really want to create thatstrong, consistent brand
footprint across multipleplatforms for a variety of
reasons, not just the impressionyou leave on your customers,
but there are some components ofthat as well that factor into
(05:24):
them, getting found throughsearch too, too, which we can
talk about, but that's a wholenother tangent.
Hank (05:28):
Right, I think that we're going to get into that.
In part two of the show, we'regoing to talk about some of the
more lesser known, the morelesser known, some of the lesser
known aspects of SEO and thingsthat people really ought to
know.
Yeah, so, brand consistency youwant to present that same face.
You want to have the samemessage.
You want to be authentic,because if you're trying to be
(05:52):
different things for differentplatforms, some of it's going to
come across as phony and peoplecan see through that a mile
away.
Scott (05:59):
And if you don't lay the right foundation down with some
kind of guidelines and that'ssomething that we work with our
clients a lot on brand messaging, getting sort of their
foundation, their constitutionfor how they present themselves,
different words that they use,what their unique selling
position is, all these factorsthat they pull together, so now
(06:23):
when they write something on adifferent platform, they have
sort of this thing that they canlook at and say, yeah, let me
make sure I stick within theseguard rails to make sure my
brand's consistent.
Hank (06:32):
That makes a whole lot of sense.
You know, speaking of branding,when I engage people in
discussions about branding,quite often I get from them but
I already have a logo.
Scott (06:44):
Well then, why would you do anything, right?
Yeah, that's not.
I hear you there and that'swhat you said earlier.
It's the focus is on the sexierthings, the visuals, right, and
that's certainly important.
But if you don't have a conceptbehind it and that doesn't and
if that concept doesn't resonatein all the different ways you
(07:04):
communicate, then it's reallyhard to stay consistent because
you might put somethingdifferent in a different space.
You know different.
I might you know, if I went tomy LinkedIn page and wrote a
description at you know at 5amand then did another description
on my Facebook at nine o'clockat night, I think I'd be in a
different mood and that mightreflect if I'm not sticking to
my guidelines.
Hank (07:22):
Right, so you have to have those guidelines Now.
Branding is a lot more than alogo, and what are some of the
components that you think makeup a business's brand?
Scott (07:31):
A brand to me is really what's the emotion you feel,
right, when you see it, when youhear it and of course, all the
well-known brands bring out acertain feeling, right?
So, and what gives you thatfeeling is sort of how they
present themselves.
Some of it's with the colorsand typography and some of it's,
and a really big part of it, ishow they craft their words.
(07:53):
So when you read them, ifyou're the ideal person to match
up with them, they reallyresonate.
They really resonate with you.
So it's making that emotionalconnection with your right
buyers.
It's making that emotionalconnection with your right
buyers.
Hank (08:06):
Yeah, because that emotional connection is what
drives most buying decisions forcustomers.
You know so many people that Icome across.
They want to put front andcenter this gigantic picture of
themselves and a toweringmonument to their ego, with all
of their degrees andcertification.
Scott (08:27):
Oh, right, right yeah.
Hank (08:29):
Yeah, on their website and then all their processes, all
their features, without reallygetting into benefits, without
getting into who is their idealtarget customer and what are the
pain points, what are the needsof that customer.
So if you don't do that, you'renot going to make that
(08:50):
emotional appeal.
Scott (08:51):
I agree.
I think that it's a very commonmistake.
As a potential consumer, when Igo to a business's website, I
want to find out what's in itfor me, whether it's a pain
point or it's something thatlike some hidden gap that's
going to help my business grow.
And they're really oh yeah, soright If you're just simply
telling me what your, you know,your credentials are or how many
(09:14):
years your business has beenopen, you know, I mean, you see
a lot of the family runbusinesses say we're family run.
That that gives you a littlebit of a brand, but it's still
kind of puts you in a largerbucket.
Right, the companies that standout have the more unique brands
and those are the ones thatconvert more of those people
perusing through their marketingand convert those into actual
(09:35):
buyers of what they offer.
That's a fact.
Hank (09:38):
Right.
So the way that branding playsinto messaging and content is
really, then, to take thatconsistency and drive it right
to the ones that you're tryingto reach the most through.
Like you mentioned, a gap ofsome kind, something that
they're missing, that you'regoing to fill in Right or and
(09:59):
for our audience I just want tosay that pain points they've
heard this before on my show,but pain points are really just
the problems that your idealtarget market has.
If there's something that'skeeping them awake at night and
you can solve that for them,you're solving their pain point
and that helps to driveconversions, or at least it
helps to get them to go furtherthan just looking at your
(10:22):
website.
They'll probably reach out andask more about it.
Scott (10:28):
Yeah, I mean you want to create a couple of different
invoke, a couple of differentemotions, right.
So you're talking about thepain point, right, and so
getting away from that pain andkind of future, seeing yourself
in a better position, is sort ofhow we want to craft, whether
it's website messaging or copyin different areas.
(10:51):
I would also say they might notknow what their pain point is,
but they know what the outcomethey want is right, and so kind
of sharing with them what it isthat they want to be right.
I mean you want to Hank,probably be a PR firm with some
multiple of your business thatyou have right now.
That's something for you to beright.
I mean you want to Hankprobably be a PR firm with some
multiple of your business thatyou have right now.
Hank (11:09):
That's something for you to say, yeah.
Scott (11:11):
Yeah, so how am I, you know?
So then you want to kind of say, okay, well, tell me more,
right.
And then that's where you kindof get in sort of like the
points of like, we'll take this,we'll do this process with you.
These are sort of the journeyyou'll be on, and that's very
key in the messaging too, right.
You want to kind of take thatreader on a journey and, you
know, give them a future visionand then tell them how you're
(11:32):
going to fill that gap for them.
Hank (11:33):
I think that's very important because you're really
making a contrast.
I think even you lead with theideal.
You know, like the Garden ofEden, you know they'd be in
paradise, and then you bringthem back to where they feel
they are right now and how youcan lead them on that journey to
get to that place that theyreally want to go.
Scott (11:52):
Let me spin a question back at you.
Hank (11:54):
Sure.
Scott (11:55):
What would you say is the difference between marketing
and sales?
Hank (11:59):
Marketing and sales.
Okay, Well, to me, marketing iswhen you put information out
there that draws people to you,Whereas sales you actually have
to get on with somebody.
Make a pitch and make a sale.
And you know, the reality of itis that all of us who are
(12:19):
entrepreneurs basically are oursales.
You know we do sales, we haveto do sales, but it becomes so
much easier when we're doing theright marketing.
That's drawing the right targetcustomers to us, because
they're a very warm audience.
If someone calls you or someonegets on your calendar, that's a
very warm audience.
(12:40):
There's something that theywant and if you can then zoom in
on that, you've got a customer.
Scott (12:46):
And if you're, you know, if you're doing this sales,
don't you need sort of themarketing behind like they pull?
They've been drawn to youthrough some marketing right and
then you have the supportingmarketing information.
Wouldn't it be a lot easiersale if everything's aligned?
Hank (13:02):
That is correct, because they already know what it is
that we do and they know whatthey want, and as long as they
can make that connection betweenwhat they want and what we do
and how we could be their guideto get them there, I think that
makes the sale so much easier.
It's almost a given in manycases.
Scott (13:21):
And so if you're selling something right and your website
and your marketing doesn't doenough work to kind of
differentiate you from all theother type of businesses that do
what you do, it doesn't makethe sale impossible because it
is a person-to-person type ofexchange at that point too, but
there's still a gap there, right?
I mean, what makes youdifferent than everyone else in
(13:44):
the industry?
Well, you need to have talkingpoints, and a lot of that is
embedded in your marketing.
Hank (13:48):
True, true.
I think that that goes back toconsistency of messaging,
because if your marketing hasthat message and then your sales
, your sales pitch, has thatsame message and again it
reaches out to just what thecustomer needs, I think then all
the factors come together tomake it a whole lot more likely
(14:09):
that you're going to convertthis inquiry into an actual
customer.
Scott (14:14):
Would you agree, too, that someone who picks up the
phone in your office is whenthey answer it?
That's marketing too.
Hank (14:20):
Would I agree that that's marketing?
Well, that is I'm trying torecall that could be order
fulfillment.
But when they answer that isI'm trying to recall that could
be order fulfillment.
Scott (14:29):
But when they answer that call right hey, you've reached
XYZ business, how can I help you?
And they're in that sort oftone that is consistent with the
company and that's you knowthat's important right.
You talk about company values.
Oftentimes it's embedded in acompany's marketing right.
You see on their website whattheir values are.
Hank (14:50):
So that's definitely important, too, when we talk to
clients about their brandmessaging.
Now, I do have to agree withyou wholeheartedly, in fact, you
know.
Scott (14:54):
You should have been a lawyer.
Hank (14:56):
There you go.
You know your company's culturehas to be such that, yeah,
whoever answers the phone hasbeen trained on how to present
that branded image.
I have certain requirementsthat I like in.
So much is that I don't like ifsomeone's calling the phone, I
don't like it to ring more thanthree times.
I like to pick it up withinthree rings and make that person
(15:20):
understand that I really docare about why they're calling
and what they need.
Yeah, so that is marketing aswell, and that goes back again
to brand consistency.
Scott (15:31):
Brand consistency, sticking to the vision, sticking
to the tone.
Exactly, it resonates acrossevery way you interact with
people.
Hank (15:39):
Yeah, well, we know that customers buying decisions we
mentioned a few minutes ago arebased upon emotion.
You know you don't want to comeright out and make somebody cry
.
I mean, you know their emotions, of course.
I know you've told me 80million times not to exaggerate,
so that'd be well, you know?
(16:02):
Yeah, well, no, I'm just beingfacetious.
Scott (16:05):
I mean, I'm getting old, I might forget things.
Hank (16:08):
No, I'm exaggerating by saying 80 million times.
There you go.
So yeah, but are there somesubtle ways that we can appeal
to those emotions without havingto come right out crashing into
their pain point?
Scott (16:22):
Yeah, that's a great question.
I think you often hearmarketers talk about how only 5%
of your market is in its buyingphase right now, and so that's
where brand awareness comes in,and to me that's a little bit
more subtle, right.
You're kind of staying on theirradar screen and you're
building a bit of a vision, andso, yeah, that's how I kind of
(16:42):
spitball my answer based on whatyou asked me there.
Hank (16:45):
There you go.
The one thing I do recommend topeople as far as branding
across social media is to becareful about what goes out on
social media and to make itvalue, not value.
Yeah, give it massive value sothat when you post things, your
audience is learning from youand you're sharing things.
You know there really are notrade secrets.
(17:07):
You know you're not jealouslyguarding trade secrets, but
you're sharing this informationthat is making the customer
realize not only that you knowyour stuff, but it engages them
and gives them more than theyhad going in.
Scott (17:23):
So when that Can I just take two seconds and ask AI to
put something out there that'srelevant, so I can get my daily
post?
Hank (17:30):
done.
That's a double-edged swordthere.
No, you really can't just taketwo seconds and use AI for that.
Ai has its purpose.
I mean, I don't totally eschewI love that word I don't totally
eschew AI, but AI for me is ajumping off point.
If I need six bullet points onsomething I want to talk about,
(17:53):
I'll ask AI for that.
But then I'll look at thosebullet points and I'll make sure
that what I'm putting out thereis, in my own words, right.
It's authentic to me and mybrand.
I think that people can spot AIa mile away if they just know a
few of the signals.
Scott (18:09):
Sure, sure.
I think what it's done is it'smade, I think I heard I don't
know who the person was, so ifyou're out there, I'm not trying
to steal from you but what AIis is in terms of like copying
content.
I mean, there's a lot of usesfor it and it actually can, you
know, reduce processes quite abit, which is, I think, great
for businesses.
(18:29):
But what it's done is it's mademediocre copy or good copy.
I'll say good, decent to goodcopy.
A big commodity, now right, andso to really stand out, that's
where your human brain needs tocome in and that's where you add
the value to what you do.
Now, I think it's going tocontinue to get better, the AI,
(18:49):
and I think the real skill isknowing how to ask it things,
knowing how to prompt it to getwhat you want.
That is sort of the new skill,I believe.
Hank (18:58):
Right.
The other thing I will say, too, about the messages that we put
out if they don't have value,are the ones who just have a buy
, buy, buy, buy message.
Every time you see a messagefrom them, it's like my product
is the greatest, come out andbuy it, you know, you'll smell
better, you'll have lots ofgirlfriends, that kind of thing,
and people get really tired ofthat very quickly.
(19:19):
You know, the time is justflying by for part one.
Yeah, I've had such a good timethat it's just really flown by.
Scott (19:30):
So I'd like to ask, I'd say we do this again.
Hank (19:33):
Yeah, we're going to do it for one more show and we're
going to talk about some of thehidden secrets of SEO.
But, that being said, how canour what's SEO?
Silly enneagrams often?
Yeah, yeah, there you go.
That being said, tell ourlisteners the best way to get in
(19:57):
touch with you.
Scott (19:58):
Sure, so I would go to therightpathmarketingcom.
All my contact information isthere.
You can grab time on mycalendar if you want a
complimentary consultation orfill out my contact form.
And I'm across all the socialstoo.
But if you go to the websiteyou'll find all the all the
icons where you can check us,check us out in any way that you
(20:18):
please.
Hank (20:19):
All the icons and more.
Thanks for being here with ustoday, Scott.
Scott (20:24):
And to our icons.
It's great to be with you.
Hank (20:26):
Yeah, there you go To our listeners.
Don't miss part two of thisinterview with Scott Humphreys
next Wednesday on the HomeBusiness Success Show right here
on bizradious.
Remember you can achievesuccess, freedom and
independence in your own homebusiness.
I've done it, scott has done it.
You can too.
Until next week.
(20:47):
This is Hank Eder, wishing allof you a fabulous day of home
business success.
Popular Podcasts
24/7 News: The Latest
The latest news in 4 minutes updated every hour, every day.
Therapy Gecko
An unlicensed lizard psychologist travels the universe talking to strangers about absolutely nothing. TO CALL THE GECKO: follow me on https://www.twitch.tv/lyleforever to get a notification for when I am taking calls. I am usually live Mondays, Wednesdays, and Fridays but lately a lot of other times too. I am a gecko.
The Joe Rogan Experience
The official podcast of comedian Joe Rogan.