Interview

1005: Brand State U: Master Branding, Wisdom, and Turn Failures Into Success with Jaci Russo

Strategic branding is like a secret weapon in the business world. It's more than just logos and colors; it's about creating a unique identity that resonates with your audience. With a well-defined brand strategy, you're not just selling products or services; you're offering an experience and a promise that aligns with your customers' values and desires. This approach can skyrocket your company's visibility, credibility, and profitability. In short, strategic branding is your ticket to standing out in a competitive market and driving long-term success.

Jaci Russo is a brand strategist and the Co-Founder and CEO of brandRUSSO. Their goal is to help B2B entrepreneurs and organizations build their brands and grow their businesses by changing the conversation so they can inspire and motivate consumer behavior. Tune in as Jaci shares the importance of marketing fundamentals and adapting to industry changes, overcoming business challenges and failures and emphasizes the significance of professional development and branding for success in today's competitive landscape.

Quotes

“Whether it's an entrepreneur with a brilliant idea or an employee with spare time, the missing piece is often a lack of marketing fundamentals.” – Jaci Russo

“We need to treat our professional careers just like athletes treat their training. Continuous learning is the key to staying competitive and growing.” – Jaci Russo

“Be open to learning. Don't assume that you know everything you need to know, because our communities, our businesses, ourselves, our marketing channels are all changing.” – Jaci Russo

Takeaways

04:10 Importance of being a lifelong learner and continuously improving one's skills through courses, books, mentorship, and networking.

07:55 Value of learning through social interaction and collaboration, such as mastermind groups, associations, and webinars, rather than just individual learning.

14:01 Adopting a mindset of "humble, hungry, and happy" to navigate business challenges and failures, focusing on pivoting and finding new opportunities rather than quitting.

Resources

• BRAND STATE U: Your Premier Source for Comprehensive Training and Professional Development Providers! 
• Jaci Russo: B2B Brand Strategist, Founder & CEO of brandRUSSO 
• Jaci Russo on Facebook
• Jaci Russo on Linkedin

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1004: Podcasting for Legal Professionals and Law Firms: The Power of Attorney Podcasts with Robert Ingalls

What can branded podcasts do for podcasts? Legal professionals can harness the power of audio content as a dynamic marketing tool. Branded podcasts help law firms establish thought leadership, connect with potential clients on a deeper level, and answer their pressing legal questions. My advice? Embrace this innovative approach, as it offers a unique opportunity to build trust and engage with your audience while showcasing your expertise in an accessible and convenient format.

Robert Ingalls is a professional speaker and the founder of LawPods, a podcast production agency for law firms. At LawPods, Robert and his team help law firms worldwide launch and grow branded podcasts that build relationships and drive revenue. Tune in as Robert shares insights into the power of podcasting in the legal industry and how their company, LawPods, can help legal professionals effectively communicate their expertise and connect with their audience.

Quotes

“I discovered podcasts, and I was just taken by the medium by how you could relate to somebody on such a deep level with something you recorded.” – Robert Ingalls

“Because I am uniquely qualified to work with lawyers, having been a lawyer, I speak that language.” – Robert Ingalls

“Using your voice to solve the problem, especially in a business where you're going to be working with someone closely like law, is such a beautiful way to establish that kind of intimate connection really quickly.” – Robert Ingalls

Takeaways

06:33 Lawyers are often hesitant to adopt new marketing strategies like podcasting due to past negative experiences and a desire to avoid additional tasks.

12:19 Podcasting allows law firms to directly address their prospects' questions and concerns, establishing authority and building an intimate connection.

15:38 Successful law firm podcasts can lead to new client acquisition, as listeners reach out after hearing the content and feeling a connection with the firm.

21:10 Committing to a podcast initiative is crucial - it should not be a "dip your toes" type of effort, but a consistent, well-executed marketing strategy.

27:41 The key to success is persistence and a refusal to make excuses, even in the face of setbacks - "the cowards never started and the weak died along the way."

Resources

• Lawpods: Podcasts for Lawyers
• Robert Ingalls on Facebook
• Robert Ingalls on Linkedin

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1003: BlueTuskr: Boost Omni-Channel E-Commerce Business Using AI with Andrew Maffettone

Do you have an e-commerce company but are having difficulty increasing sales? Many online businesses sprouted up during the pandemic and successfully sold their products. However, as the world slowly returns to normal, simple marketing methods for online enterprises are no longer effective. Online sellers must now find a way to attract more customers, improve sales, and ultimately lead to business growth. This is where BlueTuskr comes in. With their assistance, you can now have a strategy suited to your business with nothing but success in mind.

In this episode, we have our guest, Andrew Maffettone, an e-commerce marketing expert, host of The E-Comm Show, and the Founder and CEO of BlueTuskr. Their goal is to provide online sellers with comprehensive marketing strategies built specifically for the success of your business. Tune in as Andrew shares the e-commerce business's current problem and how their company, BlueTuskr, can help accelerate business growth. Andrew will also share advice about purchasing, which everyone can apply in their life.

Resources

• BlueTuskr: YOUR E-COMMERCE MARKETING PARTNER
• Andrew Maff on Facebook 
• Andrew Maff on Linkedin 
• The E-Comm Show with Andrew Maff

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1002: Data Driven Marketing: Increase Course Sales with John Ainsworth

Data-driven marketing utilizes insights derived from comprehensive data analysis to make informed decisions, optimize strategies, and enhance overall effectiveness. Through leveraging data, marketers can precisely target their audience, personalize content, and measure the success of their initiatives. This not only improves efficiency but also enables continuous refinement, ensuring that marketing efforts align closely with consumer behavior and preferences.

John Ainsworth is the founder of Data Driven Marketing, a company that helps online course creators increase their revenue by 2-5x through strategic funnel optimization. John has extensive experience in testing and analyzing various marketing tactics, allowing him to identify the most effective strategies for his clients' specific needs. Today, John discusses how his company, Data Driven Marketing, empowers online course creators to escalate their revenue through the innovation of strategic funnel optimization. He shares his approach to stripping back marketing efforts to only the tactics that work every time, focusing on elements like first upsells and strategic funnel optimization. Stay tuned!

Quotes

“Don't just follow the latest shiny tactic. Look for someone with a business like yours who's doing really well. What tactics are they using?” – John Ainsworth

“There are people who've put lots of work into building traffic, but they're not ensuring their lead magnet is brilliant and promoting it effectively. You need to promote it extensively.” – John Ainsworth

“Even if you're not a good fit, come over, and we'll do our best to help you figure this out yourself.” – John Ainsworth

Takeaways

01:13 Data Driven Marketing helps online course creators with large audiences and low-ticket prices to 2-5x their revenue through strategic funnel optimization.

03:03 Most people don't have the volume of data or resources to thoroughly test and optimize their marketing tactics, which is where Data Driven Marketing's expertise comes in.

09:54 Potential clients start by mapping out their current funnel, tracking conversion rates at each stage, and comparing their numbers to industry benchmarks to identify bottlenecks.

15:01 The key is to focus on the fundamentals - sending regular email promotions, optimizing the sales page, building the email list, and implementing order bumps and upsells to increase revenue per sale.

21:00 Data Driven Marketing charges a low base fee plus 20% of the increased revenue they generate for clients, making it a performance-based model aligned with the client's success.

Resources

• Data Driven Marketing: Done For You Sales Funnel Building Agency
• Data Driven Marketing on Facebook
• John Ainsworth on Linkedin

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1001: BizVA: Grow and Build Your Business Using Virtual Assistants with Chris McShanag

Business leadership directly influences how well a company performs for its clients. When leaders prioritize innovation, employee engagement, and strategic alignment, it improves client satisfaction and operational efficiency. Connecting leadership goals with operational objectives creates a relationship that boosts both business success and client happiness.

Christopher "Chris" McShanag is the President and CEO of Med VA, Biz VA, and My Ortho VA. He is a transformational leader with extensive experience in delivering successful business solutions through innovative and scalable virtual staffing solutions. Today, Chris discusses his passion for making a difference in the business community by helping doctors, dentists, and small to medium-sized businesses handle their staffing needs through the use of virtual assistants. Stay tuned!

Quotes

“My current focus and passion is making a difference in the business community by helping doctors, dentists, and businesses handle their staffing needs through virtual assistants.” – Chris McShanag

“About 20% of our clients are adding additional services every month, showing the demand and capability we can provide.” – Chris McShanag

“We leverage virtual assistants not just for phone calls, but for a wide range of tasks like email, social media, and bookkeeping to allow business owners to focus on growth.” – Chris McShanag

Takeaways

01:29 Virtual assistants can provide significant cost savings (up to $80,000 per year) and productivity increases (up to 50%) for medical and business clients.

06:12 The main obstacle for clients is overcoming the skepticism of using remote workers, but many clients end up adding additional services every month as they see the benefits.

13:22 Virtual assistants can be leveraged for a wide range of tasks beyond just phone answering, such as email management, social media, bookkeeping, and more, allowing business owners to focus on growth and strategy.

16:11 Proper onboarding and training of virtual assistants is crucial to ensure a smooth transition and high client retention rates.

19:43 Delegating tasks to a virtual assistant team can significantly improve work-life balance and enrich the lives of business owners and executives.

Resources

• MedVA: Medical Virtual Assistants For Doctors, by Doctors. 
• MedVA on Facebook
• My Ortho VA: Elevate Your Orthodontic Practice with Remote Staffing
• BizVA: The Premiere Business Virtual Assistant Company
• Christopher D. McShanag on Linkedin

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1000: Read This Or Die: Write Copy That Sells and Persuade Yourself to a Better Life with Ray Edwards

Are you going through a problem or a challenge and think there’s nothing you can do? When facing adversity, we have the tendency to lose hope in ourselves, break apart, and slowly fall into the darkness, especially if it’s something that may permanently affect our lives. If you are in this situation, remember that a problem always has a solution and that you can live a better life. Reading the book “Read This Or Die” will encourage and empower you that no matter how big the problems you face, you can survive them.

Ray Edwards is a leading expert on the art and business of copywriting, with nearly 40 years of experience. He is the host of the Ray Edwards Show, a popular podcast on business and marketing, and the author of the book "Read This or Die: Persuading Yourself to a Better Life.". Today, Ray shares his expertise on copywriting and his personal journey with Parkinson's disease. He discusses the importance of understanding customer pain points, the power of storytelling and reframing negative experiences, and how he used copywriting techniques to overcome his own struggles with the degenerative disease. Stay tuned!

Quotes

“My unique selling proposition is I teach people how to write the words that sell something.” – Ray Edwards

“The story of your life is not your life. It's just your story.” – Ray Edwards

“The last freedom man has is his ability to think about the circumstances he's in and change his own thoughts.” – Ray Edwards

Takeaways

06:40 Understand your customer's pain points and address them directly in your marketing, rather than focusing solely on the positive aspects of your product or service.

11:11 Reframing negative experiences through storytelling can help you find hope and meaning, even in the face of a degenerative disease like Parkinson's.

24:30 Using copywriting techniques to write a "sales letter" to yourself can be a powerful tool for personal growth and overcoming challenges.

28:07 Having faith in a higher power or a sense of purpose can provide hope and meaning, even in the darkest of circumstances.

32:10 Leading people to a good decision, rather than trying to change their minds through argumentation, is a more effective approach to persuasion and personal relationships.

Resources

• Read This Or Die by Ray Edwards   
• Ray Edwards: Communications Strategist and Copywriter 
• Ray Edwards on Facebook 
• Ray Edwards on LinkedIn 
• Read This or Die!: Persuading Yourself to a Better Life on Amazon

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999: Innovate and Futureproof AI Business Strategies with Bob Pellerin

AI business strategies involve the utilization of artificial intelligence technologies to enhance various aspects of a company's operations, from customer service and marketing to production and decision-making. By harnessing the power of AI, businesses can gain a competitive edge, making informed decisions, streamlining processes, and ultimately driving growth and innovation.

Bob Pellerin is an accomplished IT specialist renowned for his virtualization and artificial intelligence expertise. With a burgeoning YouTube channel boasting over 1.5 million views, Bob has cemented his status as a prominent figure in the tech world. In addition to his digital presence, he's an author of science fiction novels and a versatile writer, contributing articles across various domains, from IT and finance to the precious metal industry. Tune in as Bob shares his experience, insights, and knowledge about AI and utilizing it to make a successful business.

Quotes

“People should not be aware that AI is there assisting them. The best AI works quietly in the background.” – Bob Pellerin
“AI is not magic—it’s a tool, like a calculator. The value comes from how you use it, not what it is.” – Bob Pellerin
“With AI, interpretation and intent are everything. One wrong command can unleash 200,000 instant mistakes.” – Bob Pellerin
“At the end of the day, if you don’t adopt AI, your competitors will—and they’ll do more with less, at lower cost.” – Bob Pellerin

Takeaways

00:00 Bob’s background spans Microsoft, Micron, the U.S. Navy, and executive leadership, blending coding with strategy.
03:00 AI works best as a quiet assistant, from speeding prevention to surgical safety.
06:00 Unrealistic expectations frustrate users; AI should be seen as an assistant, not a replacement.
08:00 AI transforms sales and service with digital assistants making adaptive calls.
13:00 AI uncovers hidden patterns but needs human oversight to prevent “hallucinations.”
17:00 Deepfakes raise fraud and manipulation risks.
19:30 AI helps fight fraud, fake invoices, and email overload.
22:00 AI has costs in energy, resources, and money; leaders must weigh impact.
25:30 Bob shares resources: books on Amazon, videos at CTOBob.com, sci-fi at BobPellerin.com.
28:45 Final insight: words matter. Poor commands create chaos, so context is key.

Resources

• Bob Pellerin: Official Author Site
• Bob Pellerin on Linkedin 
• Bob Pellerin on Amazon

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998: Qream: Develop Your Brand’s Identity with Bohdan Paladiichuk

Building your brand involves creating a website that looks good and communicates your message effectively. The design and aesthetics of your site play a crucial role in expressing your brand's personality and values, ensuring a strong and memorable connection with your audience. Combining web design, aesthetics, and messaging creates a unified brand identity that leaves a lasting impact.

Bohdan Paladiichuk is the CEO & Creative Director of Qream. Qream specializes in a comprehensive range of creative services, including branding, website design, UI/UX design, and product design. They believe that design is not just about creating beautiful images but, more importantly, about delivering a message in a visually compelling manner. Today, Bohdan will be talking more about what his company does and many other interesting topics so stay tuned!

Quotes

“Ugliness is not the absence of beauty—it’s just carelessness about what you’re doing.” – Bohdan Paladiychuk
“There’s no elevator to the top. You always have to take the stairs.” – Bohdan Paladiychuk
“When you invest your soul into something, people feel it.” – Bohdan Paladiychuk
“Be yourself and amplify it. That’s the best way to make it in the world.” – Bohdan Paladiychuk

Takeaways

00:00 Bohdan introduces himself and The Qream, a branding and design agency.
02:10 Landing Viber as a client became a career highlight, reaching 10M viewers.
03:50 Design is more than visuals; effort and care always show.
05:20 Building Qream taught resilience—entrepreneurship is “stairs, not elevator.”
08:40 Story of failure turned to success, leading to co-ownership.
11:10 The Qream way: hire passionate people who overdeliver.
14:00 Services include branding, websites, product design, and explainer videos.
17:35 Projects start at $25k–$50k, balancing emotion with function.
19:25 Connect at theqream.com.

Resources

• Qream: The Baddest Web Design Company Crafting Striking Websites & Branding for SaaS That Drives Progress
• Bohdan Paladiichuk on Linkedin

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997: Overcome the Odds with Scott A. McCreight

Against overwhelming odds, tenacity becomes the driving force for change. With determination, people can navigate through adversity, forging a path with perseverance. In the crucible of challenges, the human spirit, fueled by hope and courage, triumphs over even the most formidable obstacles, proving that resilience is the key to overcoming adversity.

Scott McCreight is the Senior Program Manager at Gainwell Technologies and Author of the book 'Overcoming Insurmountable Odds: How I Rewired My Brain to Do the Impossible.' Scott takes us on a remarkable journey in this book, detailing his transformation from a shy, underdeveloped kid with cerebral palsy to a confident engineer, extreme athlete, and bodybuilder. Today Scott will delve into his  life secrets, exploring topics ranging from achieving one's best self to productivity, happiness, and beyond. Stay tuned!

Quotes

“Two principles I live by are to always keep learning and to never stop. If we allow complacency to set in, we get lazy, and unwanted things start to happen.” - Scott A. McCreight

"Our brain is always learning, whether we're asleep or awake. I like to think of dreaming as ‘defragging your hard drive,’ so to speak." - Scott A. McCreight

“Perfect practice makes perfect. Not practice makes perfect.” - Scott A. McCreight

Takeaways

00:00 Scott introduces himself with the mission “Never quit, never give up.”
05:00 Neuroplasticity and overcoming early discouragement.
10:00 Adventure stories show resilience through extraordinary challenges.
15:00 Engineering mindset applied to retraining the brain.
20:00 Mentorship revealed mindset as the real barrier.
25:00 Small steps led to massive wins like the Grand Canyon.
30:00 The “Brain Muscle Alliance” highlights community and mentorship.
35:00 From pre-diabetic to competitive powerlifter.
40:00 Skydiving accident reframed setbacks as part of the journey.
45:00 Community and mentorship are key to big goals.
50:00 Dedication to all told “you cannot do that.”

Resources

• Gainwell Technologies: Creating Meaningful Health Outcomes
• Scott McCreight on Linkedin
• Overcoming Insurmountable Odds: How I Rewired My Brain to Do the Impossible on Amazon

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