Maven Marketing with Brandon Welch

100 Marketing Tips for Small Business Owners (Part 2)

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Host: Brandon Welch
Co-Host: Caleb Agee
Executive Producer: Carter Breaux
Audio/Video Producer: Nate the Camera Guy

Episodes Mentioned In This Podcast:
https://youtube.com/playlist?list=PLT2L1HXG4SwKFVOwL3iBKPo2-tkDzY1mw&si=O_jqM1I_nZGkdVTJ

Do you have a marketing problem you'd like us to help solve? Send it to MavenMonday@FrankandMaven.com!

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Speaker 1:

Welcome to the Maven Marketing Podcast. Today is Maven Monday, episode 101, folks 101. I'm your host, Brandon Welch. I'm joined by Caleb. Big Biscuit, AG what you said, Big Breakfast. I imagine a biscuit was in there.

Speaker 2:

I went to so we called it our old man breakfast. You know, village in bad coffee eggs and bacon.

Speaker 1:

We love village in for the record.

Speaker 2:

But like breakfast. It's bad coffee in a good way. Yes, you know, it just feels it tastes like not bougie coffee.

Speaker 1:

It's you know what it's good coffee, not bougie it tastes like 250 years of America. Yeah, it does.

Speaker 2:

You know, just all bottled up into a metal. What is that called? A carafe? Carafe, there you go. Okay, you know what I'm saying. Pour it yourself, yeah, because we'll pour the first cup, but you're doing the rest after that.

Speaker 1:

He had a big breakfast. I'm starving myself for a procedure I have momentarily Sounds concerning it's just a thing you got to not eat for. Yeah, interesting. They said interesting. You hear that. Well, it's explainable. Okay, I'm not allowed to drink water for the next several hours.

Speaker 2:

Well, I didn't bring any water in here, so solidarity.

Speaker 1:

Yeah, hey. This is the place where we answer your real-life marketing questions. No, we don't do that here. Episode 101, I don't even have it. We help you eliminate waste in advertising, grow your business and achieve the big dream I did. The end at the beginning. I'm famished. You got this.

Speaker 2:

Yes.

Speaker 1:

Yes, hey. We help you eliminate waste in advertising, grow your business and achieve the big dream, and we've been doing that for 101 episodes.

Speaker 2:

Can you believe it?

Speaker 1:

It's wild. We're doing it, holy smokes. You know, I read something that there are two or three million podcasts in the world that have been started and kind of exist out there somewhere. Less than 2% ever make it to 100 episodes. Isn't that wild? That's it, yeah. So we've been doing that and I think they're pretty good. They're value-packed. We certainly put a lot of work in them. That's actually how Nate the camera guy came to be here. We were like we can't put this on Carter, we've got to go find another guy. And now Nate is doing like 8 million times more things and he's still here and he makes us look good, yeah, and sound good. Producer. Editor. Moral support let's see. Counselor.

Speaker 2:

Yeah, works us through our things. Yeah, mostly before For some reason, or afterwards we're like oh, that sucked. He's like no, guys, you did amazing.

Speaker 1:

Yeah, so 101 episodes, and last week we started, in celebration of that, a recap of 100 marketing lessons we've taught and we got to episode 50. And we're going to continue doing this. And what happens when you do something and then you do it again, you get better. So this is the better half of the episode. So if you stuck through the last one, which got a little long-winded, we've got spicier, punchier points for you today.

Speaker 1:

And they're going to be recapped in the comments. You just go back and look for that episode if you want to hear more about any of these things. But real quick, we launched the Maven Marketing Mastermind last week and we already have people signed up and it's going to be an awesome community where you can come bring your marketing challenges, bring your marketing ideas. Maybe you're running a marketing for an entire company and you're just a little bit lonely.

Speaker 1:

I've been there, you don't have anybody to bounce your ideas off of. One of the beautiful things about our agency is that there's a constant creative collaboration available if you want it, and what we've realized over the years is a lot of clients just need they have great ideas, they just need somebody to process them through that have an objective third party view. And then the bonus is that we have experience doing this hundreds and hundreds of times and we've spent gazillions of dollars testing other people's money.

Speaker 1:

So if you have an idea, if you have a season of your company you want to push through for more growth, if you have a full plate as a marketer or you're a media salesperson and you're trying to be the one in your market. And, by the way, there's a huge opportunity I've talked to so many media reps the last couple weeks the huge opportunity to be the one that brings good ideas, not just sales packages right.

Speaker 1:

If you are any of those things and you're wanting a community to hang around, that is what the Maven Marketing Mastermind is created for, and it's dirt cheap. I mean you're wanting a community to hang around. That is what the Maven Marketing Mastermind is created for. Yeah, and it's dirt cheap. I mean you're getting Leslie, you're getting Caleb, I'm going to be in there for a long, definitely for the start, to just lead the teaching topics, and it's not cheap to be on the roster at Frank and Maven, and so we're giving everybody sort of a chance to do that as a group, and I've not been this excited in a long time. Yeah, so we're still building out some of the components. If you've signed up and haven't gotten details, those are coming. Yeah, it will.

Speaker 2:

Officially launch, launch coming june. Um, the signups are open. Uh, and there's an, there's a founding member discount you can get it for $99 for life.

Speaker 1:

Do you hear that? Nate the camera guy?

Speaker 2:

The street rate after that will be $249 to start yeah $249. That's right. So if you want to get in there early, you've got basically one week left, yeah, and then we'll be as you kind of drop in there. It's being built as time goes on so you'll see more things kind of build around it. You see the calls start to get scheduled out. It's going to be exciting.

Speaker 1:

You know this is cliche, but you could literally be on the ground floor of a new opportunity. And here's the thing If you're in that and you're like man, this hasn't really done what I thought it was going to do. We're going to give you your money back. We're not here to keep the money, we're just trying to keep the lights on and the service is going for that part of our mission this podcast, my book, our masterminds and, over the years, a lot of the free strategy sessions we've done.

Speaker 1:

It is for the why of Rankin Maven, which is that we exist to help entrepreneurs confidently grow without wasting money on advertising, and so that's what this is all about. We're just unreasonably excited about that. It has to do with my origin story and a lot of the heartache that I experienced trying to grow my family's business many years ago and then just kind of coming into this process of how, when advertising and marketing works, why it works, and it's not what you think it is. So that's what this podcast has been about. That's what the last 100 episodes has been about, and that was a long intro to the other half of the 100 marketing lessons that we have taught over the last two years have not missed a Monday. I'm proud of that. I'm proud of that. I don't know if there's anything I've done more consistently.

Speaker 2:

I dare say not even church In your whole life, yeah, yeah, whole life.

Speaker 1:

Yeah, yeah. So thank you, caleb, thank you.

Speaker 2:

Thank you, nate, the Camera Guy, proud of you guys.

Speaker 1:

And without further ado, look up the word ado. I wonder what ado was the other day. You should look it up, but without further ado. Lesson 51 that we taught almost a year ago was how to measure the effectiveness of TV and radio advertising Probably one of the biggest questions I've gotten in our entire career, and definitely here at Frank and Maven.

Speaker 1:

We, for the record, are 100% in on all media, so there's a way to make every one of them work. But each one of them has their place and each one of them has their sweet spot, and when we're talking about broadcast being tomorrow media, I promise this is going to be the longest one of these lessons. It's a tomorrow media and what we talked about in that episode is its best use is to make you the most famous and favorable option in your market famous and favorable, but that doesn't happen overnight. There are seven clues along the way that when you're starting broadcast which just feels like you're just throwing a bunch of money out, and you're like, is this working? There are seven things you will start to see that can maybe help you hold onto that confidence and get you through the?

Speaker 1:

is this working phase, the chicken out period, right? And those seven clues are increase direct and organic traffic on your website. You're looking at GA4, looking for direct traffic and organic traffic. When those things go up at the same time, that's how you know your brand awareness is increasing. Increase conversion rate on your website. Ask a nerd They'll help you figure it out. Increase sales closing percentage in your actual business because people have more confidence in you because you're famous and favorable.

Speaker 1:

Decrease lead costs on other platforms for the same reason. They find you on another platform and you might want to go oh, that was a Yext or a Yext lead or some directory lead, but those tend to get cheaper and more effective because people choose you more with less scrutiny, and that conversion rate goes up. Number five is more repeat and referral business. You can count on that happening the more you're making noise. Six is competitors chasing you. This happens all the time. We start campaigns and then six to 12 months later, we have a competitor trying to knock off or do something creative, or they never had a jingle before and they're trying to knock off our jingle.

Speaker 1:

It's annoying, but it's good. It's annoying and it's like it's pathetic really. It's sad because they never do it as good as you. Seven faster growth rate annually. You will see that if you look up 12 to 18 months after, you'll look back and go, wow, I'm growing faster than I used to be. And those are the seven clues along the way. That was episode 51, how to measure your effectiveness in TV radio advertising, and Caleb is going to take one-tenth of the time to tell you about the next one.

Speaker 2:

All right. Episode 52 was six pitfalls of business and how to avoid them. With Zach Hoskins, the integrator of all integrators. He told us that most businesses fail because of unclear priorities, scattered focus and poor leadership. All that is fixable with intentional systems and accountability. Love that.

Speaker 1:

That is speaking your love language. Episode 53 was Commitment Changes Everything. That was our one-year anniversary special. We talked about sticking to the mission even when it's hard. We talked about how we keep showing up and doing this stuff for you, and mission-mindedness would be the biggest thing. If you don't have a mission, a unifying mission that every single person in your company can tell you about, that's where you need to start and it separates the businesses that last from those that burn out.

Speaker 2:

Yeah, episode 54 was seven ways to increase your appointment set rate. Increasing it is all about speed, clarity and follow-up. Respond fast, simplify your offer. Don't let the leads get cold. Go watch that one again.

Speaker 1:

Everybody needs to watch that one again. 55 is why joy will grow your business. Featuring Nate White, one of the most joyful men I've ever met in my life. He exudes entertainment. He is just the coolest guitar-playing dude and, like hey, his guitar playing in that episode was worth the price of admission. Yeah, but he talks about. Joy isn't just a nice-to-have, it's not just a ooh, I like that person. It's a strategic advantage that gives your team energy to improve culture and drive long-term growth. And if you're looking for a mathematic reason to invest in that, close rates, higher close rates. People that have joy have higher close rates.

Speaker 2:

Yeah, episode 56 was how to write words that stimulate and sell With the brilliant Leslie Clark. With Leslie Clark, she taught us that words that focus on transformation, emotion and clarity, speaking to real human desires instead of just product features, those are the ones that sell it's a great episode.

Speaker 1:

Yeah, it's a great. Episode. 57 is how to lead your company with strong vision. A clear vision is the filter for every decision. We had to learn that the hard way here. It cost us many years of heartache, I'll just say, and, frankly, profitability. But when you have a strong vision and you can filter hey, should we do this? Does it help us achieve our vision? It immediately clears up any emotional decision-making that you have and says oh, it's either on mission or it's not, or on vision or it's not.

Speaker 2:

Episode 58, how to get more customers today. Um, really, we talked about in this, in this episode, to give really a limited time offer. Um, if you, if you want to shake the tree, as it were, you can? Um focus on a direct response usually some sort of offer limited time. Create this urgency and you will you will um really give people the ability to act now, where maybe they've been dragging their feet?

Speaker 1:

Yes, Love this episode. Your sales process probably sucks was episode 59 with Brad Pierce Brilliant dude. I had the pleasure of meeting him in a CEO advisory group. He came in from out of town. We paid him a ton of money to come in and then he agreed to graciously do a podcast with us. The takeaway there is that most sales processes fail because they're too generic. Great sales come from customizing your pitch to the customer's real pain points, and he will teach you how to do that if you just go back and listen to that episode.

Speaker 2:

Episode 60 was don't buy TV and radio ads until you listen to this, and I still believe that is true. You should go check this out If you're considering buying TV or radio or if you need to remind yourself why, you're doing it. We would tell you before you spend on TV or radio, make sure your message is tested, your audience is defined, your goals are realistic or you'll waste money fast. Did you have Megan on that, or was?

Speaker 1:

that.

Speaker 2:

I can't remember who was the guest on that, if it was me or Megan.

Speaker 1:

I think that one was you. We did a different one with.

Speaker 2:

Megan, that was a very strong episode. Message is one of the most pivotal parts.

Speaker 1:

You can make the best buy, but if you don't have a strong message, you can waste a lot of money. We talk about how to test that message with cheaper medias in that episode Three things small business leaders should be doing right now.

Speaker 1:

Episode 61. Were you doing those things? Go back and find out. Small business leaders should prioritize clarity in their messaging, invest in consistent marketing and make the fastest decisions possible to stay ahead. That was just kind of observing the sluggish world that a lot of business owners are waking up in or were waking up in then. I think that's a season, that's a theme that we're not able to escape, and so, even though the election season is over, like still political turmoil, all that is holding us back and you just need to prioritize clarity in your messaging, invest in consistent marketing and make fast decisions.

Speaker 2:

Episode 62, how to close more sales during an election season. We talked about during an election season. Customers are distracted, they hold on to their wallets and everybody felt it, we called it at the beginning of the year. We called it in the middle of the year. I'm going to go ahead and call it for next year. Yeah, I mean, it will happen every single time. Come September, october, november, everybody grabs their wallet a little bit tighter and they slow down.

Speaker 2:

Well let me see who's going to get elected first. The way you do that is, you simplify your message and amplify urgency. Maybe some short-term things to break through the noise? Yes.

Speaker 1:

Episode 63. Was Facebook or Google which is better for lead generation? You've been wanting to know. We talked all about it. Go back and find out. Short answer is both platforms work, but Facebook is best for interruption-based awareness, while Google wins for the finish line, high-intent searches ready to convert. One is way more expensive per lead than the other. Can you guess which? Google, yeah it's Google. Yeah, I was like Sorry, I caught him off guard. He was reading the next one. Episode 64 was.

Speaker 2:

Hey, 64 was four questions that will work miracles in your advertising. I love that episode. Asking the right questions, digging into your customer's pain, needs, pains, hopes and fears, understanding all of those things will help you write powerful ad copy that converts.

Speaker 1:

Let me just say it's never. It's never. I've been doing this millions and millions and millions of dollars worth of marketing. It's never. Is this platform the thing screwing me over? It's not.

Speaker 2:

There are better platforms than others there are ones that will be more fruitful and productive, better ways to place on the platform probably.

Speaker 1:

For any given objective, right, there are better ways to use the tool, but it's always, always, always about did you connect with a human being and did they believe you had a better life for them? Yeah, and so ask, when your marketing is not working or something is out of profitability, say, how am I not clarifying the better life I have for them? And then, on the media side, how am I not maybe reaching them at the time or in a way that would allow them to see that 65 was the Happy Entreprene entrepreneur featuring Mark Long Love this guy. He's built several businesses. He's in the middle of building another one right now and just one of the happiest dudes I've ever seen. His former life was a law enforcement guy. He's seen the ugliest of humanity, he's seen the best of entrepreneurship, and he just talks about aligning your work with your purpose to protect your joy, not just your profit. And that was just a really cool episode.

Speaker 2:

Episode 66 was buying leads versus creating your own. So you can go to these. You can go to these sites where they have, you know, like an Angie's list, or they've got all these different. It's Angie now I guess you can buy your leads and that may give you some short-term results, short-term satisfaction, but it will cost you a lot more. And we talked about how, if you can build your own lead pipeline, that people are coming to you, to your website, calling your phone line, it's so much more powerful, obviously.

Speaker 1:

Bees emit their own game. And you'll have a much longer term success 68 was three TV campaigns we're loving right now. I believe that was you and Kyle they let me out for a minute and some great national ad campaigns give us an opportunity to say what's being done at the highest levels. How are they making people laugh, cry and see the value in a product? And there's a lot we can learn from that. And Kyle and Caleb broke out little bit of an old school thing.

Speaker 2:

Everybody's trying to piecework their marketing. But there is so much beauty. Usually the things that are old and the classic ways that have stuck around for hundreds of years those are usually the good things. And so come back to that. It's in Ecclesiastes. It is Agency of Record. Agency of Record, I think it's To that.

Speaker 1:

It's in Ecclesiastes it is Agency of record, agency of record Thou shalt have yeah, yeah, so A time for agencies, a time for vendors.

Speaker 2:

Yeah, there you go. Is that how it goes? A?

Speaker 1:

time for posts and cost per point negotiations.

Speaker 2:

Yeah, I've read that somewhere, I think it's in there.

Speaker 1:

Yeah, first Caleb 22, maybe, hey, I. So I was on the phone this morning for two hours on behalf of a client who was about to spend an unreasonable amount of money and I would just say, just in the last couple of weeks there's 20 or 30 hours worth of work put into just thinking through that client's best interest, and that was many, many conversations and emails and back and forths just to make sure this client was doing the best thing. And we found out not to downplay their own intuition and abilities, but they have better things to do in their business.

Speaker 2:

They're really good at what they do.

Speaker 1:

If they had just followed the salesperson's desires. It's not that salesperson was bad, it's just we asked a lot of clarifying questions and got a way, way, way better deal. I think we got $40,000, $50,000 worth of extra stuff they wouldn't have gotten. So that's what a good agency of record could do for you. We talked about 68. 69 was. Can social posting replace your ad budget? The answer is yes, but you've got to be dadgum remarkable. We talked about a really, really, really good company doing that and they spend multiple six figures a year producing social content. That gets them more bang for their buck than probably what they would get on a traditional channel.

Speaker 2:

But it wasn't. There's no such thing as a free lunch. They had to invest in multiple salaries and training and talent.

Speaker 1:

Yeah, yep, so that's a really great episode with our buddy. Yeah, or about our buddy.

Speaker 2:

Episode 70 was with Kyle DeVries what the heck is going on with Google LSAs Brandon and Kyle talked about. Lsas keeps changing the game. It's still a newer thing. It's only a few to five years, depending on what market and industry you're in. Those are the first position on most local service searches, so it's important to know to be there if you want to be there to test it, if you should. And the big thing we were seeing there is you can't dispute a lead anymore automatically. Now it's an AI. It listens to the conversation or reads the messages and decides whether or not, it's worth it.

Speaker 1:

That's why you listen to the Maven Marketing Podcast is because when things get wacky, we're way ahead of you. We've probably been looking at it for weeks or months ahead and we bring you the facts.

Speaker 2:

The new thing is there's a five-point rating system. If you click on the lead and, based on that lead, you can give it a one to five stars, basically, and based on that lead, you can give it a one to five stars, basically. So if it's bad, give it a one star. It doesn't mean it's going to fix everything. They're not going to give you your money back because you gave it one stars, but hopefully you train the algorithm to not give you those leads again. Yes, that's new. That is good. That was a bonus. I got you a bonus.

Speaker 1:

That was episode 102, I think 71, was how to cash in on your brand equity. You build brand equity by earning trust and you do that with consistency, and then you cash in on it by reinforcing that trust in a high-stakes campaign, meaning something with a limited-time offer, and we talk a lot about the tomorrow customer.

Speaker 1:

Build, build, build, build, build and they will come, but there are times you can just go okay. Well, I've got a bunch of money sitting over here in this mutual fund. I'm going to take a little bit of the dividends and do something cool.

Speaker 2:

Add on to my house.

Speaker 1:

Add on to my house, don't remind me. So that was episode 71, how to cash in on your brand equity.

Speaker 2:

Episode 72 was how to spot business trends before your competitors Love that one. So real business trends are not measured in days and weeks. I'm going to say that one more time. Actual business trends are not measured in days and weeks. I'm going to say that one more time. Actual business trends are not measured in days and weeks. They are measured in months and years. And so what we did is we practically showed you when you feel something off, leads are down, business is down, things are bad, things are great. It could be a good trend. Usually, we notice the negative more than we notice the positive. We ride the high, we complain in the low. Don't look at compared to last week. Yeah, could be seasonality, could be an economic trend. Look at it compared to last year and the year before that. If you've got the data, compare it to month over month. Compare, or look at all the different ways. Look at your global trends, your industry trends.

Speaker 1:

I remember thinking that episode could have been an entire like college course because we were teaching some, really frankly, stuff we've learned under fire, but just some really, I think, mature ways that people way, way way smarter than me have taught me to look at business trends and we just that's like, like a, that's like a thing we don't always talk about because it's not marketing and people don't ask us to talk about it, but it's like and if you really want to know what's going on, those are some of the indicators.

Speaker 2:

that's kind of the lenses you look at.

Speaker 1:

so um episode 73 was are you ignoring half your customers? Uh, that was all about the psychology of different personality types and introvert versus extrovert, and we give you tactics for speaking to each, because if you can do that, there's one of them that's way harder to speak to than the other. And if you can do that, you will easily grab market share, because most of your competitors Might be harder for you, just kidding, if you can learn.

Speaker 1:

yeah, exactly, if you are marketing to introverts, it sounds like a weird thing and most salespeople are like, oh, that takes a lot of energy and maybe it does for you, Because if you're a salesperson, you're likely an extrovert. But if you can speak the language of people who are processing information before they want to talk, holy smokes will you have an advantage in the market.

Speaker 2:

Talking about a split of like 49% and 51% of the population, it's basically half and half in the market. Talking about a split of like 49 and 51% of the population, it's basically half and half. Um, and then episode 74, we continued.

Speaker 2:

We were using the Myers-Briggs personality type indicator in both of these episodes to, just as a model Um, and we talked about feelers and thinkers. Um, we also talked about the other sections, but that was the main, the main one on episode 74. And when you can use your marketing, usually you need to inject your marketing with feelings, emotions. Everybody's a feeler, that is just the reality and then justify with logic. That's usually the entry point. However, when you are trying to do maybe more of today marketing, you're going to end up just probably going with logic. It's a little more. There's definitely feelings involved. Both are needed. You're going to end up just probably going with logic. It's a little more there's definitely feelings involved.

Speaker 1:

Both are needed. But you're going to probably just say, hey, it's cheaper, yeah, right, yes, and that's a little more thinky Again. If you can do both of those things, you get more of the population. Episode 75, but what if I'm selling B2B? I think this is a response. They're like hey, how do I apply these things to B2B? And we're just like you know what we need to do? A whole B2B sales episode, because a lot of people we serve are B2B, we are B2B and so, even B2B, you're still marketing to people. Just because they put on a suit doesn't make them not human. And so we talked about how to apply the best principles for getting more B2B sales.

Speaker 2:

Episode 76, radical Generosity 12 Moves to Make the Happiest Customers in the World. Bottom line. When you go above and beyond with radical generosity, you don't just satisfy your customers or make a big show about it. You get to change the world, and that is a beautiful thing. This business should be about more than just money and it should be about a mission.

Speaker 1:

The loyal fans and the people throwing money at you is a total byproduct and it should be the least exciting thing about that. It's like you got to go home and go, man. I made some people freaking happy today. I changed the trajectory of their day, their week, which could have made a positive increase in their marriage, in their household, in their children, in their community, all those things. That's a really cool episode.

Speaker 1:

Episode 77 is how to Make your 2025 Marketing Plan Part 1, part 2, and Part 3. This is at the end of the year. These are mainstays. Those episodes are becoming the courses that we're teaching in Maven Marketing Mastermind. They are a verbalization and more of a crystallization of the principles we've been teaching in the book and, more importantly, the things that we have used to literally like when a business comes in here, whether they're doing $5 million or $100 million in revenue, and they want to grow, that is what we go to. That is our playbook and we literally gave it away. I don't recall charging for any of these episodes. That is our secret sauce and we just go through it step by step by step. I've had random college professors reach out and say I love this stuff. I wish this was in a curriculum and I'm not trying to toot the horn here, but I am saying that is really, if there's any consistency to the results that we get for our clients, it is because of the things we talk about linearly and specifically in those three episodes.

Speaker 2:

If you want Maven Method 101, that is the course. Yes, sir, and so biggest thing is it follows our order of operations. So strategy is first what are we trying to make happen? Then the message who are we talking to? What do we need to say to them to offer a better life? And then media is the last piece of that. Depending on what our strategy is, where do we find those customers?

Speaker 2:

Yes, so that's three episodes Episode 80, 25 Marketing Tactics for 2025. Big surprise the degree to which you are consistent and attractive and motivating in someone's life is the degree to which you win, both in life and business. Wow.

Speaker 1:

Inconsistent yeah.

Speaker 2:

That was a direct quote from one Brandon Welch Was it?

Speaker 1:

Yeah, really Wow, I was about to say was that Confucius or something, or was that confusing? Confucius, confucius, that's. Yeah.

Speaker 2:

we pulled out all the stops.

Speaker 1:

I remember us having, for whatever reason, more time those weeks and we just pulled out all the stops and put in lots and lots of hours to just pull in our best advice for you. So I think they're still relevant in 2035, all the things we talked about on that episode. Number 81 was the helicopter boss. You know me, that's a fun little pun there.

Speaker 1:

How to finally let your team take the wheel in 2025. I don't know, Helicopters don't have wheels. They have cyclics. But if you want your team to lead, stop hovering, give them clarity, tools and trust and then step back and let them drive, and Caleb is working on me every day to help him do that.

Speaker 2:

Oh, okay.

Speaker 1:

Help me help him do that, or, sorry, help him, help me help our team. Help Nate Get over yeah, Valerie, help Get me out of the way is the better way to say it. Yeah.

Speaker 2:

Episode 82, three marketing plans that made millions last year. So we once again just opened up the book and we took actual marketing plans with actual numbers, with actual budgets, with actual revenues and showed you, I think.

Speaker 1:

we anonymized the name of the client and that's all we did.

Speaker 2:

We showed you exactly what they did we took one actually was a couple of years old and we got to see what became of them when they did this. We took one that was actually from last year, so it was really really cool to show you how much they spent, what was their cost of marketing, the results they got from all of that and how we did the math kind of at the beginning of the year to estimate expected results and how it all turned out. That is a really cool episode.

Speaker 1:

That's helpful for a lot of people that are like okay, you guys are nerds and I get all the theory and I can hear that over and over again, but what does it actually look like? That was what it actually looked like. 83 is 15 statistics that will make you a better sales pro. It's just being aware that numbers don't lie and most sales are won through persistence and personalization, not tactics or luck, not even charisma and not slick pitches. For sure, there are some alarming things going on in sales culture. It's why most people are burning out of it. The emotional state of most buyers in most categories is different, and so for a long time we coasted. Salespeople could coast, and it's just not as productive as it used to be, and so we shared some alarming information that hopefully motivated y'all sales folks to put some focus in some different areas.

Speaker 2:

Yeah, episode 84.

Speaker 1:

It's a good episode for your salespeople, by the way.

Speaker 2:

Yes forward that to them. It's a good watch. Episode 84, how much should your marketing budget be? So we talk about how to calculate your marketing budget be. So we talk about how to calculate your marketing budget really forwards and backwards. There's a couple of different ways to look at it, based on your goals and based on where you are today, and so we showed you kind of how we approach that, because it's a nuance. It's not this is an org. It's an organization, but it's kind of like an organism.

Speaker 2:

It's growing yeah so you yes, you want to know where it's going to be. You also know where where practically is today and what can you tolerate? What can you afford?

Speaker 1:

yes, 85 was how to be a more productive marketer. Great marketers stay productive by narrowing focus, batching the creative work that's a big one and avoiding the trap of chasing every new idea. Uh hey, that was for everybody who gets all the crap that sounds like marketing thrown at them and it's like, oh, you're the marketing person, you should do this. That's a really good episode for you.

Speaker 2:

Episode 86. How to make your ads more like Super Bowl ads. So we talk about how Super Bowl ads stick because they're simple, emotionally charged and built around a message that people can't forget. The good ones are at least. That's why we enjoy them. They spend more time making them awesome.

Speaker 1:

Yes, millions. 87 was marketing can only do three things. The most simplifying process that was given to me by one of my favorite bosses marketing can only create awareness, build trust or drive action, or what we say it can only. What we actually say in the episode is it can only steal market share from a competitor, from somebody who's going to buy from them, but they buy from you. You can bring somebody to the category they weren't buying your category, but they're going to now because you talked to them. Or you can make them do repeat business and when you realize when you're having a challenge or you're wanting to improve an area of your marketing, you go okay. Well, it can only do one of these three things. So which one am I wanting to focus on?

Speaker 2:

It's clarifying yes, episode 88, how to immediately differentiate your brand. You instantly stand out when you stop trying to sound like everyone else and boldly say what your competitors want.

Speaker 1:

Give them behind the curtain. 89 was how to make your ads impossible to ignore. We talked about emotion, breaking patterns and feeling. Writing ads specifically to one person, not to many. Don't get caught in ad speak. Speak specifically to one person.

Speaker 2:

Episode 90 was. I don't know who needs to hear this, but fill one glass at a time. This is our little mini series we started this year.

Speaker 1:

Quick episodes yeah, 10 minutes or less.

Speaker 2:

probably you might be doing too much. This is the lesson. You might be doing too much. What is the one thing you should focus on and optimize right now, before moving on to another? Ask yourself that.

Speaker 1:

Yep, it's a core value here and it's a very, very wise hack. 91 was TV and radio. Ads are the answer to your Google problem. We got some hate mail on that one. When your Google ads aren't converting, the real fix is probably finding going up the funnel and making yourself more famous and favorable. Be the person they think of first and feel the best about. As Roy Williams says, tv and radio are currently the best medias to do that in most geographical markets because for the least amount of money they reach the most amount of people intrusively.

Speaker 2:

Episode 92. Stop asking how did you hear about us and do this instead. We talked about not trying to how. This question how did you hear about us creates a confirmation bias. We looked at. Even the psychology of asking this question causes people to change their answer because you asked the question. They don't even know how to answer it properly. There's a confirmation bias involved and instead we can actually look into some larger trends, instead of just one question to help us attribute our marketing and know that it's working.

Speaker 1:

Yes, 93 was. I don't know who needs to hear this, but another 10-minute episode. Keep showing up Success in marketing, business, marriage, church, friendships, hobbies, aviation, music, teaching, school of any kind, health Guys, it's just you keep showing up. That's what we're doing here, and so just a little bit of a reminder of that. So go ahead. 94.

Speaker 2:

Episode 94 was the single biggest waste in advertising. Is you spend all this money to get a customer who wants to talk to you and the person who answers the phone Is lame? Yeah, you catch them on their worst day, or maybe it's their best day, and it's not a very good day in general, without intention. Make sure you answer your phones well.

Speaker 1:

Because you've already spent the money.

Speaker 2:

You've already spent the money that is your time to keep it or throw it away.

Speaker 1:

Yep, episode 95 was rituals and rhythm are equivalent to revenue growth. Rituals and rhythm equal revenue growth. Our alliterations are exhilarating, but they're tough.

Speaker 1:

They're tough on the tongue, rituals and rhythm create structure, accountability and momentum. We talked about what are the things you're doing inside your business weekly, maybe even daily, to drive a certain observable standard. We have a lot of them here at Frank and Maven, but a lot of companies just show up and then they get to work and then they don't ever have any glue that's tying the team together. They don't have any order of operations and we just talked about how to create some of those, because it truly drives a better culture, drives more consistency, more predictability, less turnover, less turnover, less turnover in both customers and people. But you have to do it for the right reasons. But building those up, that's one of my more favorite episodes.

Speaker 2:

Yes, love it. 96, don't get burned. 11 things to know before rebuilding your website. This is a powerful episode. In general, we talked about all the questions you need to ask when somebody is pitching you a website or telling you you need a new one. All the questions you should ask who owns it? Who's going to update it? What's going to happen after this Could?

Speaker 1:

save you tens of thousands of dollars of heartache of either making the wrong decision with the wrong vendor or not, or possibly not even needing a website, like you think you do, yes, or making a website that is worthwhile in producing a better sales result. Yeah, like that, please don't build a website to listen to that episode. Yeah, it's the advice we wish our clients would have heard often before they come to us with a very expensive but very unproductive site. Yeah, so CPMs 97. What are CPMs? It's the gas mileage of your marketing. We just talked about how to level all forms of marketing and use math to kind of pick the best result for what you're trying to do. So just a kind of a one-on-one lesson.

Speaker 1:

The closer to the purchase, the lower in the funnel you get the more expensive Blows my mind how many college kids we see that aren't being taught that. And it's a really simple concept. It's third grade math and when everybody sees it like we actually taught it last week and everybody's like oh, I never knew that, it's like I mean, I'm not trying to be mean, but that should be the basics of media, like it's the basic thing, episode 98, your secret weapon for closing more sales.

Speaker 2:

Your job in sales is not just to get to the decision maker. Yes, you have to. They make the decision by name. Your job, if you want to close more sales, is to win over first the inside champion.

Speaker 1:

The inside champion's great episode. That's why Caleb is here. In a roundabout way, I won over his inside champion.

Speaker 2:

And also I was an inside champion for a former client of yours. That's kind of how you got to know me.

Speaker 1:

That's true, wonderful things happen when you love the inside champion. Episode 99 is how to make your business rank on chat GPT, probably the most topical. I bet our click-through rates haven't looked, but I bet they're wild on that one because not that we're the only one saying it at this point, but we brought it down to a small business level. Most people are talking at a high nerd level on ChatGPT and we're like hey, what we are seeing across the board organic traffic in general.

Speaker 1:

No matter what your website or how good or bad it is, whatever it's doing, you're losing traffic because more people are picking up GPT to say who's the best roofer in town or who's the best attorney or what do I need to know, and obviously you want to be on that list because they are linking to resources, chat. Gpt is a generative product, or any of the other AIs it could be Gemini or any of those, but they are still referencing local links.

Speaker 1:

And so we talked about what we're doing to help our clients rank there and what you need to be doing on your websites to make sure that you're one of the influential links on the AI tools. That was through Episode 99. Last week was just the first 50 lessons, so what I hope is that you heard one of those and you were like you know what. That is something I'm needing and I would love to hear are there any of those topics that have been helpful to you? Give us a little love, pull over and say you know what I really liked when you talked about this.

Speaker 2:

That's helpful for us. Drop a comment of which episode, what subject, what topic has been the most helpful for you, because that would help us to create more content that's more helpful for you.

Speaker 1:

Yeah, and we can't wait to see some of you in the mastermind. Emails are coming next week on how to you know the links, the times we're thinking about doing that Wednesdays at noon yeah, and just show up, and you know it may start with fewer people in there, which will be fun because we'll get to have more one-on-one conversations, but it's going to evolve to everybody's bringing their marketing thing and you learn when you watch other people learn. That is actually probably the more powerful form of learning. It's one thing to get your problem solved, but when you see other people bring things you probably haven't even thought of or experienced yet, that is going to be a huge gift.

Speaker 2:

You play this little game in your brain where you're like how would I solve that? That's a good question.

Speaker 1:

By the way, the people who are, I guess, the direct beneficiaries of all these methods and stuff we talk about, because they're our clients, they're the people we've built this with. A lot of them will be showing up at that mastermind. If you're an FM client, you get instant access to the mastermind.

Speaker 2:

You are part of it, you've helped us build it, so, um, that will be coming as well, maybe if you'd like to, if you'd like to sign up, you can go to maven method trainingcom and uh, we have the $99 deal running through the end of this week, so get in there.

Speaker 1:

Yeah, guys, that was a another long-winded episode, but now you know what we've been up to and if you've been here for most of that, or even a little bit of it, we are so grateful for you that you are allowing us to fulfill our mission. We want your feedback, we want your hey, what about this? We want your questions. We are modeling these episodes off of what we see happening in real life in front of us. We get the vantage point of dozens of companies we work with and just we're bringing the problems we're already solving for them and giving those answers to you. But if there's something you're stuck with, maven Mondays at frankandmavencom that's how you get your question answered on here.

Speaker 1:

And check out mavenmethodtrainingcom. We cannot wait to share more about that. But that's going to be the in-depth workshop where we really help you make more impact in your marketing. Yeah, so we will be back here every week, as we have been for 101 weeks Answering your real-life marketing questions. There it was, so you can eliminate waste in advertising because marketers who can't teach you why are just a fancy lie. I got it out. I'm going to go drink some water. Have a great week.