Aug. 5, 2024

3 Reasons Why Everything You Have Ever Learned About Business Is Wrong

Strategic Marketing vs. Tactical Marketing;
Outside Perception vs. Inside Reality;
Crush the Competition vs. Copy the Competition

Powerful Business Strategies is broadcast live Mondays at 12 Noon ET Music on W4CY Radio...

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Strategic Marketing vs. Tactical Marketing;
Outside Perception vs. Inside Reality;
Crush the Competition vs. Copy the Competition

Powerful Business Strategies is broadcast live Mondays at 12 Noon ET Music on W4CY Radio (www.w4cy.com) part of Talk 4 Radio (www.talk4radio.com) on the Talk 4 Media Network (www.talk4media.com January Jones Sharing Senior Success is viewed on Talk 4 TV (www.talk4tv.com).

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WEBVTT

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The topics and opinions expressed in the following show are

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solely those of the hosts and their guests and not

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those of W FOURCY Radio. It's employees are affiliates. We

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make no recommendations or endorsements for radio show programs, services,

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or products mentioned on air or on our web. No

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liability explicit or implies shall be extended to W FOURCY

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Radio or its employees are affiliates. Any questions or comments

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should be directed to those show hosts. Thank you for

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choosing W FOURCY Radio.

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Welcome to Powerful Business Strategies, where you will find out

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that everything you have ever learned about growing your business

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is wrong. Finally, a show where you'll learn the right

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way to grow your business by learning business and financial

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strategies that your competition isn't doing. And now here is

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your host. President of NeXTSTEP CFO Michael Barbarita and joining

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Michael for today's show as an executive moderator is chooky obio.

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Yes, this is chookey, and I believe that gratitude is

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undefeated and growth is about the next step. It is

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an honor for me to moderate today's discussion with my

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good friend Michael.

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Michael, how are you fantastic turkey? How you doing I'm

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doing well. So my name is Michael Bob Reader and

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I am president of Next Step CFO, and next Step

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CFO is a fractional CFO and strategic implementation firm. Our

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vision is to ensure overwhelmed business owners achieve the time, freedom,

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and consistent profits to build a legacy and live the

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life they desire. Our mission is dedicated to guiding small

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business owners to leveraging their time, exploding their profits, and

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build a meaningful legacy. You know, the show Powerful Business

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Strategies in our book of the same name is a

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step toward accomplishing that vision and mission. And so with that,

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I'd like to hand it back to my co author

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and moderator for the show, Shooky Obia.

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Great, so very excited Michael about today's episode.

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And can we remind our audience.

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We've got a good group of business owners and leaders

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really across the country that it's uned in.

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Can we remind our audience of today's topic?

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Yes, well, we're finally I thought it was time for

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us to finally talk about what we mean by everything

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you've ever learned about generating leads and growing your business

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is wrong. Everything you ever heard, everything you ever tried,

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and everything you've ever done, it's all wrong. And I

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what we really want to accomplish today is to talk

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about a system for marketing and growing your business to

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a point where it becomes instantly obvious to your procests

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and that they would be nuts to do business with

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anyone other than you at any time, anywhere, or at

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any price. Yes, And those three reasons today that we're

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going to cover is strategic marketing versus tactical marketing, outside

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perception versus inside reality. Yes, and crush the competition versus

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copy of the competition. And so I'd like to go

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through those today. But before I do, Chooky, one of

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the businesses I completely fell in my face on was

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a comprehensive outpatient rehabilitation facility called Freedom Therapy Center. And

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one of the reasons why I failed is because I implemented

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business and financial strategies that my competition was doing. I

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act incessantly about how we had top notch therapists, how

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we had a medical director on staff, how we were

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in a convenient, modern location. I even talked about free parking,

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and knowing that my competition knowing that, and I would

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despite that, despite knowing that my competition was saying the

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same thing, I didn't change it. And I even marketed

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the same way as my competition was through doctor networks.

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And because we offered health insurance rebursements just like everyone else,

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I couldn't even offer the lowest price, you know, which

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would have been the only differentiation I had. So here's

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the thing. If I had put together a marketing strategies

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that circumvents the doctors and marketed directly to the consumer

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using the strategies that we will talk about today, I

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would still be in that business today. I could guarantee you. Wow.

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So yeah, yeah, So the three reasons once again, why

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everything you've ever learned about growing your business is wrong,

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is understanding strategic marketing versus tactical marketing. That's one second,

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outside perception versus inside reality. That's two and third, crushed

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the competition versus copy the competition.

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Yeah, Michael, look, you've got me really energized about today's episode,

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and I imagine we'll go through these three reasons. We'll

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try to do as much back and forth as possible

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to really substantiate those three reasons. In addition to that, folks,

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we do have a segment towards the end of today's

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show called Business Compliments. Again, this is really in high

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demand from a number of listeners, so we will get

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to that towards the end of our discussion today. So Michael,

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let's start here with just like a quick disclaimer. You

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and I are both affiliated with a number of different organizations.

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I currently serve as the managing director of business Developments for.

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Better Price, which is a global business focused law firm.

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In addition to that, Michael, it's really an honor to

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collaborate with you strategically on a number of business roundtables

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as well as with the book Powerful Business Strategies. Now,

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today's discussion does not necessarily based on our personal success stories,

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but in addition to our personal success stories, on learnings

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from the work that we've done with business owners really

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across industries across the country.

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So very excited by that.

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And then just another quick point of reference, adds the

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Fearless moderator.

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For today's show.

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I will try to ask you some questions, Michael, so

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be prepared, Michael.

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I'll do my best. We like, we like when people

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bring genius to the show.

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There you I appreciate I appreciate that's setting the expectations.

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Also the listeners and audience members. You folks can participate

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by sending your questions. So we already get in a

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number of really good questions and comments, so we'll power through.

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So with that, I'll toss it back over to Michael.

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Thank you too, Key. So I want to show you

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how to leverage what you're already doing just by making

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a few tweaks to your marketing and advertising. I'm not

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talking about radical changes here, just simple common sense shifts,

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maybe three percent in one area, five percent in another,

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small changes that enable you to exponentially leverage your marketing's

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results and in the process, dominate your entire industry. I'm

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going to show you how to achieve massive leverage with

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your marketing, meaning that you'll make more money for the

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same time, the same investment and the same effort that

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you're expending right now. Once again, these are just small

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little tweaks. And why will this enable you to dominate

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your local market? Well? Simple, you know, most businesses simply

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don't know how to do this. This is clearly doing

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what your competition isn't doing. Business owners simply don't understand

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the tremendous untapped potential that lies within their marketing. No,

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most businesses today spend some money on marketing and advertising

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and then decide whatever results they get from that marketing

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is probably about as good as it's going to get.

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And I'm here to tell you a point blank that

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nothing could be further from the truth. The marketing system

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that we'll talk about today is based on unchanging principles

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of human nature that dictate that people always want to

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make the best buying decisions possible, and therefore marketing's job.

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Your job is to not yack incessantly like I did,

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about how great you are or how low your prices are.

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Your job is to position your perspective buyers so that

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they have total control over the decision making process based

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on them having enough quantity and quality of information to

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determine that they're receiving the most value for the price

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that they pay. And so what I'm going to talk

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about today may very well be a breakthrough in marketing

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and advertising. Yet it's simple and easy to understand, and

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this literally works every time it's implemented correctly, regardless of

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what business or industry you're in. And yes, you know

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it's a qualifier when I say it works literally every

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time it's implemented correctly, and that is a qualifier because

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it has to be implemented correctly otherwise you know, and

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you must go through the proper steps otherwise it's not

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going to work. So I'm going to introduce to you

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some very common sense principles of marketing that you'll be

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able to instantly validate and embrace. Principles that will give

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you a clear vision of what your marketing is supposed

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to look like and just as importantly, what it's not

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supposed to look like. I want to show you the

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fundamental formulas and strategies not only make your marketing work better,

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but to enable you to create what we call well

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competition crushing marketing. I want you to see how powerful

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all this is allow you to comprehend what the possibilities

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are for your business and what a significant advantage you'll

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hold over your other competitors. So let's get.

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Started, Yes, let's absolutely get started.

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So there are two main components to any marketing plan,

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strategic marketing and tactical marketing. So this is that first

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reason that we talked about strategic marketing is the content

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of your message it's what you say and how you

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say it, including the concepts that you choose to focus on,

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the words and images you use to communicate those concepts,

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and the tone in which the message is delivered. Tactical marketing,

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on the other hand, has to do with the execution

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of the strategic marketing, such as placing ads, building a website,

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attending trade shows, focusing on colors, sponds, and things like that.

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If I ask a business owner about their marketing plan,

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the answer almost always comes back in terms of tactical marketing.

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You know, they send direct mail, or they run radio ads,

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or create a website, those kinds of things. But the

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key to effect of marketing is to master the strategic side,

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not the tactical side. What you say in your marketing

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and how you say it are almost always more important

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than the marketing medium where you say it. The tactical

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part is important to a point of course, but the

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real leverage is in the messaging itself, and that's the

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strategic side. In fact, yeah, in fact, when a marketing

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campaign fails, the tendency is almost always to blame the

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marketing medium like the TV or radio station, which is

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the tactical part of the plan without any regard to

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how good or bad that strategy is behind that marketing piece.

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During this show, you'll learn how to see differently in

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a way that will make a profound difference in your

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marketing results. This system has been successfully implemented in over

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four hundred different industries, including social media consultants, contractors, business brokers, accountants,

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financial companies, retail stores, retail real estate companies, home builders, restaurants,

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software companies, doctors, dentists, remodelers, internet companies, manufacturing companies, to

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anything and everything else you can think of. This works

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for all sizes of companies. The system will let you

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finally quit competing on price and start selling your product

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or service for what you're really worth. You'll drive in

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more leads and often see an increase in your advertising

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response by two to more than one hundred times. You'll

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also convert a higher percentage of those leads and make

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your salespeople into superstarves. You'll also increase the amount of

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your average sale, and your list of clients that pay,

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stay and refer you will increase. In short, you'll get

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a bigger bang for your marketing buy. But maybe best

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of all, you'll finally have total control over your marketing

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and lead generation results. So let me start by asking

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what's the actual purpose of marketing. I mean, what is

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marketing really supposed to do well? In a nutshell, marketing

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is supposed to help facilitate your prospect's decision making process.

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There are prospects out there that need to buy what

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you sell. Sometimes they need to be educated to the

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fact that they need to buy what you sell in

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the first place, and other times they already know that

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they want it, but they need help deciding who they

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should buy it from. Often they think they might you know,

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they might want you to sell, but they have questions

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and concerns that need to be overcome before they pull

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out their credit card or checkbook. But consider this, because

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these prospects are not experts in in what you do,

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or their exposure to what you sell is quite low,

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they don't really know the relevant issues surrounding the purchase.

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They don't know how to make the best decision because

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they can't tell the difference between the best deal and

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a major mistake, Which leaves you the opportunity for you

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to provide them with this information and guide them through

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the buying process. Now, all prospects and customers want the

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exact same things, and it really doesn't matter what type

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of business you have. They just want to feel confident

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that their money is being well spent. They just want

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to get the best deal, not just the best price,

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but the best deal in terms of overall value. People

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instinctively want to make the best decision possible and they

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don't want to feel like they got second guests on

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their buying decision. So all you have to do is

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the marketer is figure out what's important to your prospects,

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Educate them as to what constitutes the best deal when

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it comes to buying what you sell, focusing on value,

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of course, and then show them quantifiable proof that you

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actually provide the best deal in terms of price and value.

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All of this has to be communicated to them in

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a way they'll pay attention, to, believe in, and then

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take action on. So perspective, buyers want and need to

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be educated so they can feel confident when making their

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purchase decision, and no one's providing it. Here's the good news.

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The first one who does provide prospects with this information

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wins all the profitable customers available. When marketing is done improperly,

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the end result is one hundred percent predictable. You start

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to feel intense pricing pressure from your prospects, and typically

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you're forced to cave in and lower your prices, destroy

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your margins, and make less money than you should have.

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And so and so if you spend more time at

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work and away from your family than those who are

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winning those customers.

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Yeah, Michael, look a number of really good questions and

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comments here, So let's pause and take on some of these.

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So first, is this idea of competing on price right?

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So it seems like what they're asking is, how do

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I actually not compete on price when all of my

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competitors are competing on price and the way that I

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lose customers is based on price?

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Right? If? If? If that's your only differentiator, And I'm

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going to explain in a minute why price is right now,

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price is your only differentiator and how to change that.

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It's basically about solving customer problems. And there are problems

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that your business is solved that you haven't. It hasn't

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been brought to your attention or your consciousness, that conscious

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consciousness yet because you know your business so well hm

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hm okay, And there are problems out there that your

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customers are having that are just second nature to you

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in terms of the service should provide service or product

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should provide. Okay, so that's that's. Uh. That that's and

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I'm going to answer that more in a few minutes.

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But the brutal truth is is that if you're always

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competing on price, it's because there's no discernible difference between

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you and your competition. There have been no additional parameters

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or relevant issues introduced to educate prospects as to what

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really constitutes the best value when it comes to buying

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what you sell. And if you feel like you're always

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competing on price, it's because price is the only relevant

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variable that you've given your prospects to consider. So from

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the prospects perspective, all things appear equal, so they default

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to the business offering the lowest price. It's not your

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fault because every business school teaches the same old theory

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based on a broken model. However, I'm about to show

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you how to fix that once and for all. What

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we're going to talk about is to finally allow you

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to first be better than your competition and then second

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do better marketing than your competent. And this allows you

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to separate your business from your competition and become the

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obvious choice for your prospects to do business with. So

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consider this. There are actually two sides to your business,

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and this is one of the reasons. Once again, this

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is one of the reasons why that you're doing what

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your competition is doing, and it's one of the reasons

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why everything you've ever learned about business is wrong. There

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are two sides to your business. First, there's what I

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call the inside reality, and second what I call the

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outside perception. The inside reality encompasses everything you do and

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everything that makes your business great. It's all your skills,

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the people who work for you, your expertise, the way

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you service your customers before, during, after the sale. It's

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your systems, your operational procedures, yourmmitment to excellence, that's your passion,

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and the way you conduct your business on a daily basis.

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Add these all together and they equal your value to

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the marketplace. That's what I call the inside reality. However,

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your outside perception has to do with how customers and

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prospects perceive your company. The outside perception is developed through

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the interactions that your prospects and customers have with your business.

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But here's the problem. If you provide unmatched and unequal

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customer service and your customers absolutely love you, none of

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that matters to your prospects. If number one, they don't

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even know you exist as an option, or number two,

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they see your marketing and advertising, and because of your

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inability to market your business correctly, their perception is that

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you're no different or no better or no worse than

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your competitors. I would estimate that well over ninety five

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five percent of all businesses are completely and nept when

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it comes to marketing, and the end result is that

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your inside reality and your outside perception are perceived to

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be different. And guess what, When you look like everyone else,

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there's only one way to differentiate you from the rest,

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and that's price. That's why your marketing must do the

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heavy lifting for you and let your marketing deliver eager,

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qualified prospects to your sales process. Everyone looks at the

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Internet as the end all be all to all their

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marketing problems, but the reality is is that the Internet

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is a magnificent tool that will amplify your mediocrity and

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mess up your marketing on a broader scale with planned

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messages that do nothing to facilitate the decision I'm making

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process of your prospects. Yes, the Internet is an important tool, absolutely,

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but you need to have a great website, and that

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means you better fix your strategic messaging or you're going

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to fail. Now, I told you at the beginning that

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this presentation is everything you've ever know about generating leads

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and growing your businesses wrong. So let me clarify what

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that statement means on what we've discussed so far, and

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it's a little history lesson so that you have a

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good understanding. For decades, we've been conditioned to do marketing

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the wrong way. In the very early days of advertising,

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I'm talking the eighteen hundreds and early nineteen hundreds. Much

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of the advertising that existed back then was comparative in nature.

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Ads wouldn't just say, hey, we're better. They'd say we're better,

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and here's exactly why, based on this and that, and

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on average they did a pretty good job of building

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their case and helping prospective buyers understand the important issues

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in regards to their particular product or service. The result

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was though, that their outside perception was generally generally a

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good reflection of the company's inside reality. And then The

347
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most significant event in the history of marketing and advertising

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occurred in nineteen forty five, and that was television. Television

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was commercially introduced for the first time, and up until then,

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total national distribution of an advertising message was extremely limited

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to radio, print and advertising in newspapers or a few

352
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magazines or catalogs. But with the introduction of TV, large

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advertisers would buy TV commercials and reach just about every

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living person in the country for four thousand dollars a minute,

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usually sold in one or two minute blocks, by the way,

356
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which it gave them more time. That was a bargain

357
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even in the nineteen fifties money, but back then there

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were only three channels, so demand quickly outstripped the supply

359
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of commercials and prices shot through the roof, and in

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response to the rising costs, the length of commercials shrank

361
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from two minutes to thirty seconds. This meant that advertisers

362
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had less time to educate us on the important and

363
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relevant issues and build a case as to why they

364
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were different, unique, or better. So instead of attempting to

365
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use shorter ads that highlighted their comparative benefits, advertisers changed

366
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tactics and started using slogans. That change made it harder

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and harder for the company's outside perception to accurately reflect

368
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the inside reality. But remember that marketing's first job is

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simply to get the prospects attention, and when running thirty

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second ads, getting attention was still not a problem for

371
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these advertisers. But then what that's right, After you grabbed

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the prospects attention, you must then facilitate their decision making process.

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So companies and their ad age. So he's found that

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this was a lot harder to do in thirty seconds,

375
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But they also found out that they didn't really need

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to do it because the number of real competitors, that is,

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the number of competitors that could actually afford to advertise

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on TV and run ads against their ads was wonderfully few.

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They could spend a ton of money running thirty second

380
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ads and win by default. Now, if there happened to

381
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be two or three major competitors jocking for the same

382
00:25:31.079 --> 00:25:34.240
prospects like Pepsi and coke, that was fine, because there

383
00:25:34.319 --> 00:25:37.119
was plenty of business to divide two or three ways.

384
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The bottom line is that a company's inside reality outside

385
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perception didn't really have to match up the lack of

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00:25:45.960 --> 00:25:51.240
substantial number of choices eliminated this necessity, so the focus

387
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for all marketing and advertising shifted to simply getting the

388
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prospects attention. That's what advertising lost its focus on selling

389
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and shift did its focus to creativity. The idea now

390
00:26:04.319 --> 00:26:06.920
was to get into customer's brain with something creative that

391
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would stimulate them and cause them to recall the product

392
00:26:10.720 --> 00:26:15.319
later on when they needed it. And that's when slogans

393
00:26:15.359 --> 00:26:18.720
became the de facto marketing standard that's still in use today,

394
00:26:19.319 --> 00:26:21.599
like the Real Thing or the Breakfast of Champions a

395
00:26:21.640 --> 00:26:24.720
Home of the Whappa, just as a few examples. This

396
00:26:24.880 --> 00:26:27.839
new creative approach took over advertising as we know it

397
00:26:28.160 --> 00:26:32.160
and soon began to filter into all other advertising media,

398
00:26:32.559 --> 00:26:39.759
including radio, newspaper magazine, Billboard's Yellow Pages, websites, Google AdWords,

399
00:26:39.839 --> 00:26:43.680
you name it. Once this new creative message was in place,

400
00:26:44.519 --> 00:26:47.559
the big companies opened up their checkbooks and spent lots

401
00:26:47.559 --> 00:26:50.880
of money and basically gave people no other option but

402
00:26:50.920 --> 00:26:54.240
to remember their message. After hearing things go better with

403
00:26:54.359 --> 00:26:58.039
coke the eight hundred and fifty third time, you're going

404
00:26:58.119 --> 00:27:01.839
to remember it, whether you want to or not. And

405
00:27:01.880 --> 00:27:05.920
we called this CNR advertising see for creativity and R

406
00:27:06.039 --> 00:27:11.960
for repetition. Create an ad that's unusual, weird, shocking, funny, emotional,

407
00:27:12.000 --> 00:27:15.240
and so on. Spend a billion dollars running that ad

408
00:27:15.400 --> 00:27:18.680
about a million times, and then haul your bag of

409
00:27:18.759 --> 00:27:21.720
cash down of the bank. We call this the era

410
00:27:21.920 --> 00:27:24.640
of the brand builders, and in the fifties, sixties, and

411
00:27:24.759 --> 00:27:28.200
even seventies, it was a no brainer formula for market

412
00:27:28.240 --> 00:27:31.640
dominance for the companies with the financial capacity to pull

413
00:27:31.680 --> 00:27:36.880
this off. And that's when it happened. Ad agencies started

414
00:27:36.960 --> 00:27:39.960
running this formula for all of their other clients, even

415
00:27:39.960 --> 00:27:43.480
the ones that were smaller and didn't have deep pockets.

416
00:27:44.160 --> 00:27:48.279
Business schools started teaching marketing and advertising based on these

417
00:27:48.920 --> 00:27:54.319
these methods that were being successfully implemented by the largest

418
00:27:54.319 --> 00:27:57.400
companies in the world and churned out graduates only knew

419
00:27:57.440 --> 00:28:00.920
one way to do marketing, brand build Their marketing and

420
00:28:01.000 --> 00:28:04.319
advertising became the facto standard for how you do it,

421
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and after a few years, no one even questioned the formula,

422
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which brings us to the crux of the problem. All

423
00:28:13.480 --> 00:28:17.240
of us alive today, with no exception, grew up in

424
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an era where almost all the advertising you've ever seen

425
00:28:21.319 --> 00:28:24.200
or heard is a product of the era of the

426
00:28:24.240 --> 00:28:29.079
brand builders. Over time, we've all become conditioned as to

427
00:28:29.119 --> 00:28:34.519
what constitutes a good advertisement. We learned the fundamental patent

428
00:28:35.200 --> 00:28:38.720
for what to put into a commercial. We learned about

429
00:28:38.759 --> 00:28:43.839
the slogans and the jingles and being funny. We learned

430
00:28:43.839 --> 00:28:48.319
that in marketing and advertising, outside perception no longer has

431
00:28:48.359 --> 00:28:52.240
to reflect the inside reality. Let me repeat what I

432
00:28:52.240 --> 00:28:55.000
said at the very beginning. Everything you've ever learned about

433
00:28:55.039 --> 00:28:59.440
generating leads and growing your businesses wrong and now you

434
00:28:59.519 --> 00:29:03.319
know why. And as a result of this new breed

435
00:29:03.359 --> 00:29:09.359
of advertising jargon, jargon has now started to dominate all

436
00:29:09.440 --> 00:29:13.079
marketing and advertising. Think of jargon as words or phrases

437
00:29:13.440 --> 00:29:17.000
that are drearily commonplace and predictable, that lack power to

438
00:29:17.039 --> 00:29:22.279
evoke interest through over use so repetition, and that are nevertheless,

439
00:29:23.160 --> 00:29:28.279
if they were original, are significant. You see in advertising,

440
00:29:28.680 --> 00:29:32.960
you see and here jargon all the time. Since business

441
00:29:32.960 --> 00:29:35.799
owners only have thirty seconds to try to convey what

442
00:29:35.920 --> 00:29:39.359
makes them special, they lump everything into jargon as the

443
00:29:39.519 --> 00:29:46.640
largest selection, most professional, lowest prices, highest quality, best service,

444
00:29:46.720 --> 00:29:49.839
most convenient, largest in the state, more honest, we're the experts.

445
00:29:49.839 --> 00:29:53.920
We specialize, works harder, gets the job done right the

446
00:29:54.000 --> 00:29:57.480
first time and been in business for four thousand years.

447
00:29:58.519 --> 00:30:03.240
We call this I hope so marketing because this is

448
00:30:03.279 --> 00:30:07.960
what everybody's doing, and the customer is saying, I hope so.

449
00:30:08.119 --> 00:30:11.359
I hope you have the longest selection. I hope you're

450
00:30:11.400 --> 00:30:14.240
most professional. I hope you have the lowest prices. I

451
00:30:14.279 --> 00:30:16.200
hope you have the highest quality. Why would I do

452
00:30:16.240 --> 00:30:21.720
business with someone who doesn't have the highest quality. Now, look,

453
00:30:22.359 --> 00:30:26.079
I'm not saying that you shouldn't be those kinds of things.

454
00:30:26.519 --> 00:30:29.200
Those actually make up the foundation that you want to

455
00:30:29.359 --> 00:30:33.759
use to build your inside reality. But consider this. If

456
00:30:33.799 --> 00:30:37.119
my marketing says that I offer high quality and great service,

457
00:30:37.240 --> 00:30:41.559
isn't that drearily commonplace and predictable. Doesn't it lack power

458
00:30:41.599 --> 00:30:46.559
to evoke interest through overuse or repetition? Don't businesses stated

459
00:30:46.759 --> 00:30:52.359
as though it were original and significant? Does my inside

460
00:30:52.359 --> 00:30:55.839
reality what really makes me good at what I do?

461
00:30:55.839 --> 00:31:01.519
Does that really shine through? Can you tell specific what

462
00:31:01.519 --> 00:31:04.599
what makes me valuable to the marketplace when I say

463
00:31:04.880 --> 00:31:13.400
highest quality or best service? See, you simply can't describe, demonstrate, exhibit, reveal,

464
00:31:13.559 --> 00:31:21.000
or display your inside reality using jargon. It's impossible and Unfortunately,

465
00:31:21.480 --> 00:31:25.240
the end result is an outside perception that you're no

466
00:31:25.400 --> 00:31:30.000
different than anyone else. There's absolutely no distinction, no separation,

467
00:31:30.720 --> 00:31:35.079
no differentiation none. You just flat out can't make your

468
00:31:35.119 --> 00:31:39.319
inside reality outside perception match up when you use jargon

469
00:31:39.480 --> 00:31:44.400
like this. In fact, let me give you a way

470
00:31:44.559 --> 00:31:49.400
you can easily and quickly evaluate your own marketing to

471
00:31:49.440 --> 00:31:52.359
see if you're getting caught up in the jargon trap.

472
00:31:53.640 --> 00:31:56.880
This is the valuation that I spoke about earlier. It's

473
00:31:56.880 --> 00:32:01.279
called I hope. So when you make a don't think

474
00:32:01.279 --> 00:32:02.960
about it in terms of the words coming out of

475
00:32:03.000 --> 00:32:04.799
your mouth. Think about it in terms of the words

476
00:32:05.039 --> 00:32:10.359
entering your prospect's ear This will enable you to realize

477
00:32:10.400 --> 00:32:14.799
just how absurd most jargon sounds. Look at the messaging

478
00:32:14.799 --> 00:32:17.960
in your marketing, and then ask yourself if the prospect's

479
00:32:18.119 --> 00:32:22.759
immediate response might be well, I would hope. So. Let

480
00:32:22.799 --> 00:32:25.240
me give you an example. I recently saw a TV

481
00:32:25.319 --> 00:32:28.000
ad for a home remodeling company, and throughout the ad,

482
00:32:28.039 --> 00:32:31.200
they continuously emphasized the fact that they work, their work

483
00:32:31.319 --> 00:32:34.960
was of the highest quality, it was fairly priced, and

484
00:32:35.000 --> 00:32:38.839
they guaranteed one hundred percent satisfaction. Well, I would hope,

485
00:32:38.880 --> 00:32:43.400
so would any would would you hire any remodeler who

486
00:32:43.400 --> 00:32:47.359
didn't provide all those as a standard part of their service?

487
00:32:47.839 --> 00:32:52.559
H of course not. This is all jargon, drearily commonplace,

488
00:32:52.640 --> 00:32:58.000
lacks power to evoke interest to overuse, so repetition. How

489
00:32:58.039 --> 00:33:03.440
about this one from a consulting company. Our training leads

490
00:33:03.480 --> 00:33:08.079
to change. We increase the productivity, performance and profit of

491
00:33:08.119 --> 00:33:12.519
your company. God, I hope so does anyone hire a

492
00:33:12.559 --> 00:33:16.960
consultant for any other reason than to do those things? See?

493
00:33:17.039 --> 00:33:20.200
Most ads today are nothing more than a jargon fest.

494
00:33:20.880 --> 00:33:26.400
Does this jargon tell you anything about this company's inside reality?

495
00:33:27.240 --> 00:33:30.759
What else would you expect them to say? Like everyone's

496
00:33:31.079 --> 00:33:34.319
always gonna say wonderful things about their company if they

497
00:33:34.319 --> 00:33:36.920
can get away with it. The problem is that if

498
00:33:36.920 --> 00:33:40.480
your company has an exceptional inside reality and you're using

499
00:33:40.519 --> 00:33:44.359
the same jargon as everyone else, then the outside perception

500
00:33:44.480 --> 00:33:47.279
is that you're all the same, and that's when the

501
00:33:47.319 --> 00:33:50.559
prospects to fall to the company's offering the lowest price.

502
00:33:51.240 --> 00:33:58.039
Price now becomes the only determining factor. Use this simple evaluation.

503
00:33:58.359 --> 00:34:03.200
Just ask yourself, openly and honestly, why would anyone choose

504
00:34:03.400 --> 00:34:09.400
you over the competition, And then evaluate your answer against

505
00:34:09.400 --> 00:34:12.840
the well, I hope, so evaluation, and finally, check out

506
00:34:12.920 --> 00:34:17.079
all your advertising and marketing materials, including your website. Do

507
00:34:17.159 --> 00:34:21.280
they pass the well? I would hope, so test are

508
00:34:21.320 --> 00:34:25.719
you or are they all just chock full of that jargon?

509
00:34:26.880 --> 00:34:29.519
If they're chock full of jargon, then you need to

510
00:34:29.519 --> 00:34:32.760
make changes. Stop thinking in terms of who else can

511
00:34:33.480 --> 00:34:37.920
do what you do. Instead think in terms of who

512
00:34:38.000 --> 00:34:41.760
else can say what you say, because the answer, unfortunately

513
00:34:41.920 --> 00:34:46.000
is usually anybody and everybody can say what you say.

514
00:34:46.079 --> 00:34:50.400
And that's a problem. You know, I knew in my

515
00:34:50.519 --> 00:34:54.719
distant past of a remodeler that ran by far the

516
00:34:54.760 --> 00:34:59.880
most impressive remodeling company in his community. Every member of

517
00:35:00.119 --> 00:35:03.199
his crew had at least fifteen years of remodeling experience.

518
00:35:03.400 --> 00:35:07.519
They were all certified subcontractors that he used. They had

519
00:35:07.559 --> 00:35:12.519
won multiple industry awards. Only they were the only remodeling

520
00:35:12.559 --> 00:35:16.800
company that provided not only full satisfaction guarantee, but also

521
00:35:16.880 --> 00:35:20.719
a ten year material and labor warranty on everything they did.

522
00:35:21.599 --> 00:35:24.719
They left the job site every night cleaner than when

523
00:35:24.760 --> 00:35:28.920
they first arrived. They also guaranteed they could remodel any

524
00:35:29.000 --> 00:35:31.760
room in no more than five days. That's half the

525
00:35:31.760 --> 00:35:35.920
time of their competitors. This of course, met far less

526
00:35:35.960 --> 00:35:40.039
disruption and inconvenience to the homeowner. In short, their inside

527
00:35:40.039 --> 00:35:43.400
reality was literally second to none by far, but they

528
00:35:43.400 --> 00:35:47.440
had a huge marketing problem. Their marketing looked virtually identical

529
00:35:47.920 --> 00:35:52.239
to all of their far less worthy competitors. Their marketing

530
00:35:52.280 --> 00:35:56.599
said things like certified subcontractors, guaranteed satisfaction, and then a

531
00:35:56.679 --> 00:36:00.400
long laundry list of work they performed, such his new

532
00:36:00.480 --> 00:36:04.760
cabinets installed, complete remodeling and so on. Oh, and get this,

533
00:36:04.880 --> 00:36:07.239
they also accept visa and master coon. Well, see, I

534
00:36:07.280 --> 00:36:12.039
hope so, But then ask this question, who else can

535
00:36:12.119 --> 00:36:15.079
say that? When the owner of the remodeling company was

536
00:36:15.119 --> 00:36:18.480
asked that very question, he got very defensive. He said,

537
00:36:18.719 --> 00:36:22.199
there's no other remodeler that can begin to match the

538
00:36:22.239 --> 00:36:25.119
work that we do. Our subcontract is a far and

539
00:36:25.159 --> 00:36:28.199
away the best. There's no one, and I mean no

540
00:36:28.239 --> 00:36:32.199
one can say what we say. Understandably, the contractor was

541
00:36:32.239 --> 00:36:36.480
extremely passionate, protective when it came to the superior work

542
00:36:36.519 --> 00:36:38.679
that he did, and he worked long and hard to

543
00:36:38.719 --> 00:36:42.199
develop that over the years. So finally, to try to

544
00:36:42.239 --> 00:36:44.639
get the point across to him, he was asked to

545
00:36:44.639 --> 00:36:48.480
pull up the websites of his five biggest competitors and

546
00:36:48.639 --> 00:36:51.760
see what all of them were saying on their homepage.

547
00:36:53.480 --> 00:36:57.519
Let's just say that his jaw hung open for about

548
00:36:57.559 --> 00:37:02.840
two minutes straight before he find pointed out. He said,

549
00:37:03.000 --> 00:37:06.480
oh my gosh, look at this other company's website. I

550
00:37:06.519 --> 00:37:09.960
know this guy. He's terrible, but his site says the

551
00:37:10.039 --> 00:37:12.880
exact same thing as mine. In fact, I think he

552
00:37:12.960 --> 00:37:16.400
copied my site word for word. He then looked at

553
00:37:16.400 --> 00:37:20.079
other remodelers and saw that all their websites were virtually

554
00:37:20.199 --> 00:37:24.320
identical to his. So remember, it's not what you it's

555
00:37:24.360 --> 00:37:27.280
not who can do what you do, it's who can

556
00:37:27.360 --> 00:37:30.360
say what you say. And if your marketing is full

557
00:37:30.400 --> 00:37:33.360
of jargon, then, sadly that answer is that all of

558
00:37:33.400 --> 00:37:39.280
your competitors can say what you say. So it's evident

559
00:37:40.000 --> 00:37:42.199
that this might be the problem for you now and

560
00:37:42.360 --> 00:37:46.320
a tremendous competitive advantage if you could figure out how

561
00:37:46.320 --> 00:37:48.400
to fix this for your own business. So let me

562
00:37:48.440 --> 00:37:52.639
show you how to fix this. Let me explain how

563
00:37:52.679 --> 00:37:56.440
you can follow a very simple process we call the

564
00:37:56.480 --> 00:38:00.159
conversion formula, and we talked about this in a in

565
00:38:00.199 --> 00:38:03.599
previous shows. And when you use the conversion formula, you

566
00:38:03.639 --> 00:38:08.800
will eliminate jargon forever. I'm going to show you how

567
00:38:08.840 --> 00:38:12.599
to become a marketing powerhouse, make your outside perception become

568
00:38:12.639 --> 00:38:16.159
an excellent reflection of your inside reality, and finally begin

569
00:38:16.480 --> 00:38:19.159
to get the results from your marketing that you should

570
00:38:19.159 --> 00:38:24.880
be getting. The conversion formula has four main components. Let

571
00:38:24.920 --> 00:38:27.159
me start with a brief introduction, and then i'll go

572
00:38:27.239 --> 00:38:30.280
into more detail. The first component of the conversion equation

573
00:38:30.519 --> 00:38:35.639
of sorry, the conversion formula is called captivate. This is

574
00:38:35.679 --> 00:38:39.519
simply the process of interrupting the customer and getting qualified

575
00:38:39.559 --> 00:38:43.599
prospects to pay attention to your marketing. This is often

576
00:38:43.639 --> 00:38:49.920
accomplished by affecting the prospect emotionally. It's the problem that

577
00:38:49.960 --> 00:38:53.960
the customer has and doesn't want. Sounds simple enough, doesn't it,

578
00:38:54.000 --> 00:38:56.920
But unfortunately it's a lot more difficult to pull this

579
00:38:57.000 --> 00:39:01.960
off in real life unless you understand what you're about

580
00:39:02.000 --> 00:39:06.159
to learn during the course of our radio shows. So

581
00:39:06.280 --> 00:39:09.280
the second component is called fascinate. Once the prospect that

582
00:39:09.519 --> 00:39:13.400
interrupted through the captivate, it's critical to give them the

583
00:39:13.440 --> 00:39:18.599
promise that information is forthcoming that will help them make

584
00:39:18.719 --> 00:39:22.400
the best decision possible, or in other words, facilitate the

585
00:39:22.519 --> 00:39:26.400
decision making process. This is also best accomplished on an

586
00:39:26.400 --> 00:39:31.079
emotional level. More simply put, the fascinate engages the prospect

587
00:39:31.400 --> 00:39:35.400
because it is the solution to the problem that the

588
00:39:35.480 --> 00:39:42.639
customer can't find. So it's problem solution. And many times

589
00:39:43.559 --> 00:39:46.519
the problem can't be something basic, like, for example, if

590
00:39:46.519 --> 00:39:51.159
you're a painter, I've had a lot of painters tell

591
00:39:51.239 --> 00:39:53.519
me that the problem the customer has they can't select

592
00:39:53.559 --> 00:39:56.159
the right paint. Well, every paint that can select the

593
00:39:56.199 --> 00:40:01.800
right paint, but there are issues that customers have, whether

594
00:40:01.880 --> 00:40:07.679
it's with your industry or whether it's with the trade

595
00:40:07.920 --> 00:40:12.639
in general, there's a problem that they have, and it's

596
00:40:12.719 --> 00:40:15.199
your job to find it. And by the way, the

597
00:40:15.239 --> 00:40:18.480
conversion formula works like any other formula and has to

598
00:40:18.519 --> 00:40:23.320
be executed in the right order, otherwise it doesn't work. Now,

599
00:40:23.400 --> 00:40:25.960
Chucky and I believe that these first two components are

600
00:40:26.000 --> 00:40:29.039
so important that we have a name for them. We

601
00:40:29.119 --> 00:40:32.679
call the captivate and fascinate. The first two components of

602
00:40:32.719 --> 00:40:39.119
the conversion formula the position of market dominance. Now, the

603
00:40:39.159 --> 00:40:42.760
third component is what we call the educate. Once you

604
00:40:42.920 --> 00:40:47.440
captivate and fascinated, the prospect you have their attention and

605
00:40:47.480 --> 00:40:51.760
you have the time to give them information that allows

606
00:40:51.800 --> 00:40:55.559
them to logically understand how and why you solve that

607
00:40:55.639 --> 00:41:01.639
emotional problem. This is accomplished by giving detail, quantifiable, specific,

608
00:41:01.760 --> 00:41:07.239
inside reality revealing information. The educate turns the corner from

609
00:41:07.239 --> 00:41:11.519
an emotional cell. Remember you captivated and fascinated them based

610
00:41:11.559 --> 00:41:16.159
on emotional hot buttons, to a logical cell. This is

611
00:41:16.280 --> 00:41:20.440
easy to do if you follow this formula. And the

612
00:41:20.480 --> 00:41:23.760
fourth and final component of the conversion formula is to close.

613
00:41:24.719 --> 00:41:28.280
Now that the prospect has been captivated based on problems

614
00:41:28.280 --> 00:41:33.119
that are important to them emotionally fascinated by the promise

615
00:41:33.159 --> 00:41:36.599
of a solution to that emotional problem, and they've examined

616
00:41:36.599 --> 00:41:41.159
the educational information that makes your solution to that emotional

617
00:41:41.199 --> 00:41:44.519
problem real and believable, the last step is for you

618
00:41:44.559 --> 00:41:47.079
to give that prospect a low or better yet no

619
00:41:47.239 --> 00:41:50.320
risk way for them to take the next step in

620
00:41:50.400 --> 00:41:54.360
the sales process. And this can be accomplished by offering

621
00:41:54.400 --> 00:41:57.000
a free marketing asset such as a report, a brochure,

622
00:41:57.039 --> 00:42:00.920
or seminar, audio video or something similar that educates them

623
00:42:00.920 --> 00:42:04.639
even more so, the prospect feels incomplete control of the

624
00:42:04.639 --> 00:42:11.000
decision making process. This conversion formula follows the if you

625
00:42:12.079 --> 00:42:14.800
If you follow this formula for what marketing is supposed

626
00:42:14.840 --> 00:42:19.960
to do in the first place, then you will in

627
00:42:20.079 --> 00:42:27.880
fact have your out inside reality finally match your outside

628
00:42:27.920 --> 00:42:36.760
perception and once again captivate, fascinate, educate, and close. And

629
00:42:36.800 --> 00:42:41.480
you know, creativity and advertising has the number one job,

630
00:42:41.519 --> 00:42:44.519
which is to dream up something so weird, so strange,

631
00:42:44.920 --> 00:42:48.440
so shocking, so unusual, so tension getting that it will

632
00:42:48.480 --> 00:42:51.960
snap someone out of their state of autopilot. This is

633
00:42:52.000 --> 00:42:56.840
the first element that captivate. But here's the key, Here's

634
00:42:56.880 --> 00:42:59.880
what no one else seems to understand and what just

635
00:43:00.079 --> 00:43:03.400
may be the most important thing you'll learn today. Once

636
00:43:03.440 --> 00:43:08.079
the brain is activated, it wants to be fascinated and engaged,

637
00:43:08.960 --> 00:43:14.639
so it immediately and subconsciously searches for additional clarifying information.

638
00:43:15.599 --> 00:43:18.760
The brain wants to know, Hey, what's this all about?

639
00:43:20.199 --> 00:43:22.400
How does this affect me? Do I need to do

640
00:43:22.440 --> 00:43:28.320
anything about this? Literally, on a subconscious, subconscious level, the

641
00:43:28.360 --> 00:43:31.760
brain goes into a fact finding mission. Bottom line is,

642
00:43:31.760 --> 00:43:34.400
the brain wants to know, how is this important and

643
00:43:34.480 --> 00:43:40.559
relevant to me? Should I allocate any subconscious or conscious

644
00:43:40.599 --> 00:43:44.119
bandwidth to this? So it searches for additional facts, and

645
00:43:44.119 --> 00:43:48.159
if it finds them, it will become fascinated. If not,

646
00:43:48.679 --> 00:43:53.239
it will quickly revert back into autopilot. We call these

647
00:43:53.599 --> 00:44:00.119
relevant issues hot buttons. So what typically happens is your

648
00:44:00.119 --> 00:44:03.400
brain determines that, well, let me, let me, let me.

649
00:44:03.599 --> 00:44:08.760
Let me say this. If you're a golf fan and

650
00:44:08.800 --> 00:44:11.239
you detect that Tiger Woods is on the television, and

651
00:44:11.280 --> 00:44:15.199
it notices that on a conscious level because Tiger Woods.

652
00:44:15.480 --> 00:44:18.119
You know, you notice Tiger Woods because he's familiar and

653
00:44:18.199 --> 00:44:22.599
his presence can captivate you. Then your brain immediately asked, Hey,

654
00:44:22.639 --> 00:44:26.000
what's Tiger Woods doing driving a buer? Is there anything

655
00:44:26.480 --> 00:44:29.639
here that's relevant or important to me? Or, in other words,

656
00:44:29.880 --> 00:44:31.599
is this a hot button issue for me at this

657
00:44:31.760 --> 00:44:35.440
point in my life? And what typically happens is your

658
00:44:35.440 --> 00:44:38.239
brain determines that a buick is not important or relevant

659
00:44:38.280 --> 00:44:41.320
at this time, and it doesn't do anything to solve

660
00:44:41.320 --> 00:44:44.039
any of your problems, and therefore it's not a hot button,

661
00:44:44.280 --> 00:44:51.119
and so your brain immediately reverts back into autopilot. And Tricky,

662
00:44:51.239 --> 00:44:53.679
I have run out of time. Unfortunately today, I'm gonna

663
00:44:53.719 --> 00:44:57.679
have to pick this up on the next show because

664
00:44:57.719 --> 00:44:59.599
I want I want you to do the compliments.

665
00:45:00.280 --> 00:45:06.280
Absolutely so, Michael, I mean riveting stuff. As you probably

666
00:45:06.320 --> 00:45:08.800
got the sense. I've been taking some notes here, both

667
00:45:08.840 --> 00:45:13.280
mental and physical notes. In addition to that, it's just

668
00:45:13.360 --> 00:45:15.559
nice to see some of the commentary back and forth.

669
00:45:15.719 --> 00:45:18.800
Folks are really soaking this in. Michael.

670
00:45:18.840 --> 00:45:20.920
Do you want to just maybe put a cap on

671
00:45:21.800 --> 00:45:23.920
the key points that you covered today?

672
00:45:23.960 --> 00:45:26.559
What's maybe a one line or two line?

673
00:45:26.880 --> 00:45:30.239
Yeah, I think. I think primarily is I'm just it's

674
00:45:30.239 --> 00:45:33.000
so critical to understand that second point that we made

675
00:45:33.000 --> 00:45:37.519
about your outside perception and your inside reality. You have

676
00:45:37.599 --> 00:45:39.880
to make the match. Yeah, if you don't. If you

677
00:45:39.880 --> 00:45:42.800
don't make the match, then you're gonna look like everybody else.

678
00:45:43.599 --> 00:45:47.239
So it's outside perception versus inside reality.

679
00:45:48.280 --> 00:45:53.519
And it's remarkable to one of the words characterizations, so

680
00:45:53.639 --> 00:45:57.559
to speak, that folks are using to describe this dynamic

681
00:45:57.719 --> 00:46:03.400
is alignments, So aligning the outside perception with the inside reality.

682
00:46:03.800 --> 00:46:07.320
Right, because usually they're totally mismatched. And that's the issue.

683
00:46:07.559 --> 00:46:11.199
That's the issue. They're mismatched. The outside reality does not

684
00:46:12.760 --> 00:46:16.559
equal the inside perception, which is great. That great inside

685
00:46:16.599 --> 00:46:22.639
perception that most of these companies have is squandered with jargon.

686
00:46:23.679 --> 00:46:24.920
Yeah, really remarkable.

687
00:46:26.039 --> 00:46:31.119
This segues again, this is just a very thought provoking episode, Michael,

688
00:46:31.159 --> 00:46:34.519
and thank you for the insights. Segues very nicely into

689
00:46:34.679 --> 00:46:38.639
our business complements segments of the show, and there are

690
00:46:38.800 --> 00:46:43.760
five notable business owners that we want to sincerely compliment.

691
00:46:44.760 --> 00:46:46.599
So first I wanted to start with.

692
00:46:48.679 --> 00:46:49.840
John Biebele.

693
00:46:50.039 --> 00:46:52.559
And by the way, these business owners are really located

694
00:46:52.639 --> 00:46:55.000
coast to coast, right, So John Bieble is out in

695
00:46:55.039 --> 00:47:01.760
the East Coast and he is with Ridley Cove Financial Advisors. Now,

696
00:47:01.840 --> 00:47:06.519
John is both a lawyer and a certified financial planner.

697
00:47:06.199 --> 00:47:08.960
Which is again a great combination for problem solving.

698
00:47:10.599 --> 00:47:12.000
One of the things that we wanted to highlight about

699
00:47:12.039 --> 00:47:13.880
John is that he does really go the extra mile

700
00:47:13.960 --> 00:47:16.840
to serve as a trusted advisor to his clients by

701
00:47:16.920 --> 00:47:21.760
really understanding their number one personal goal and then using

702
00:47:21.800 --> 00:47:26.199
that to build the foundation of applying for wealth management

703
00:47:26.440 --> 00:47:30.039
or financial advice. So just really remarkable the work that

704
00:47:30.159 --> 00:47:33.719
John puts forward for clients. In fact, one example of

705
00:47:33.719 --> 00:47:38.440
that work is a system that he calls the retirement

706
00:47:39.199 --> 00:47:45.679
equalization process. Michael, how about that, right, our ephirement equalization process.

707
00:47:45.920 --> 00:47:48.159
So it's a proprietary process that John has developed. So

708
00:47:49.119 --> 00:47:50.519
kudos to John.

709
00:47:51.119 --> 00:47:53.679
The second business owner that we want to highlight is

710
00:47:54.239 --> 00:47:58.840
Alex Licchinski. And what's particularly notable about Alex is that

711
00:47:59.039 --> 00:48:03.199
he runs a business call called Velvet, and they have

712
00:48:03.920 --> 00:48:07.039
just an inspiring mission statement, right, And part of what

713
00:48:07.079 --> 00:48:16.119
they do is they drive a safe and equitable Internet

714
00:48:16.159 --> 00:48:17.800
experience for everyone.

715
00:48:18.079 --> 00:48:18.280
Right.

716
00:48:18.360 --> 00:48:20.079
A big part of this is based on some of

717
00:48:20.119 --> 00:48:24.320
the work that they do with copyright content, but just

718
00:48:24.599 --> 00:48:29.920
really remarkable. In fact, they've set up a system where they,

719
00:48:30.480 --> 00:48:35.599
in an automated way, they protect your copyright content across

720
00:48:35.800 --> 00:48:39.960
different digital platforms. So again hats off to Alex and team.

721
00:48:41.679 --> 00:48:45.000
Alex is on the South coast, right, so we've got

722
00:48:45.320 --> 00:48:47.320
John on the east coast. Alex is on the south

723
00:48:47.360 --> 00:48:51.639
coast in Florida. The other business owner in addition to

724
00:48:52.000 --> 00:48:54.360
both John and Alex that I wanted to highlight here

725
00:48:54.400 --> 00:48:56.320
and on behalf of the work that Michael and I

726
00:48:56.400 --> 00:48:58.239
do is Hyacinth Tucker.

727
00:49:00.559 --> 00:49:02.199
With the laundry basket.

728
00:49:02.320 --> 00:49:04.280
And Michael, you might sort of chuckle at this, so

729
00:49:04.400 --> 00:49:07.079
heins and team they've figured out something really interesting. This

730
00:49:07.119 --> 00:49:09.559
is a big headache for a lot of homeowners. A

731
00:49:09.559 --> 00:49:11.679
big headache for in fact, just a lot of people

732
00:49:11.760 --> 00:49:16.199
where doing household chores, for example, doing the household chore

733
00:49:16.239 --> 00:49:18.880
that we all love, which is doing your laundry. Right,

734
00:49:18.920 --> 00:49:22.119
They've got a way where they have a laundry subscription

735
00:49:22.280 --> 00:49:25.840
service and they're located in the DMV area, so they're

736
00:49:25.840 --> 00:49:28.800
out east. But what's particularly remarkable about the service that

737
00:49:28.840 --> 00:49:32.280
they provide is just it's this on demand subscription service

738
00:49:32.360 --> 00:49:38.599
to get your laundry done and dusted, right, Michael.

739
00:49:38.519 --> 00:49:41.519
That's right there, you go, I need that I which

740
00:49:41.639 --> 00:49:42.199
was around here.

741
00:49:42.639 --> 00:49:46.639
Yeah, Now, just a great leg up for very busy

742
00:49:46.679 --> 00:49:49.679
parents as you might imagine, right, particularly with back to

743
00:49:49.719 --> 00:49:52.440
school season coming up, a couple more folks that just

744
00:49:52.480 --> 00:49:55.559
are really worthy of a couple of spotlights. So Russell

745
00:49:55.639 --> 00:50:00.519
Bates is out in the Midwest runs a business, this team,

746
00:50:00.800 --> 00:50:03.800
next Gen Clean Energy. Really what they do is they

747
00:50:03.920 --> 00:50:07.519
educate and develop clean energy projects for both homeowners and

748
00:50:07.719 --> 00:50:11.199
business owners. And part of the work is really to

749
00:50:11.239 --> 00:50:15.880
help save and in some cases candidly help these homeowners

750
00:50:15.880 --> 00:50:19.679
and business owners generate money as part of a commitment

751
00:50:19.719 --> 00:50:22.679
to a cleaner environment. And then, last but not least

752
00:50:22.679 --> 00:50:27.480
certainly out in the Midwest, as well, Duson Simmic with

753
00:50:27.880 --> 00:50:32.480
two it's just a really interesting business name, too Immersive

754
00:50:32.559 --> 00:50:37.199
for you, which has set up this system where they

755
00:50:37.440 --> 00:50:43.719
reimagine how to create animated and digital video products. In fact,

756
00:50:43.760 --> 00:50:47.360
they embed AI with some of those products as well

757
00:50:47.480 --> 00:50:50.760
artificial intelligence and they could generate some of these video

758
00:50:50.800 --> 00:50:52.480
products in a matter of hours, not.

759
00:50:52.719 --> 00:50:54.079
Days and weeks or months.

760
00:50:54.719 --> 00:50:56.840
And also a shout out to Deshaun and team there

761
00:50:56.880 --> 00:50:59.159
were recently Emmy nominated as well.

762
00:50:59.239 --> 00:51:02.079
So Michael, all in all, like with all five.

763
00:51:01.920 --> 00:51:04.760
Of these business owners, part of what we are just

764
00:51:04.960 --> 00:51:06.960
enthralled to share is that these are folks that are

765
00:51:06.960 --> 00:51:12.000
committed to in some ways. Michael really driving a little

766
00:51:12.039 --> 00:51:15.880
bit better of a story around how they serve clients

767
00:51:15.920 --> 00:51:16.519
and customers.

768
00:51:16.559 --> 00:51:17.840
So I'll toss it back over to you.

769
00:51:18.239 --> 00:51:20.239
Excellent. Thank you, Chicky. So to get a copy of

770
00:51:20.239 --> 00:51:23.119
the book Powerful Business Strategy, simply go to our website

771
00:51:23.159 --> 00:51:28.320
www dot NEXTSTEPCFO dot net. It's totally complementary and until

772
00:51:28.360 --> 00:51:31.480
next Monday at noon Eastern time for Chucky Obio. My

773
00:51:31.559 --> 00:51:35.239
name is Michael Barberrita. And remember, don't keep doing what

774
00:51:35.320 --> 00:51:36.960
your competition is doing.

775
00:51:38.800 --> 00:51:41.880
You have been listening to Powerful business strategies finding out

776
00:51:41.920 --> 00:51:45.559
that everything you ever learned about growing your business is wrong.

777
00:51:45.880 --> 00:51:49.039
Tune in next week and every week at noon Eastern

778
00:51:49.119 --> 00:51:52.559
time on w four CY Radio with your host Michael

779
00:51:52.599 --> 00:51:57.239
Barbarita of Next Step CFO and moderator chugy Obio

780
00:52:00.039 --> 00:52:00.079
And