Interview

882: Boost Your Business With High-Impact Publicity with Jill Lublin

September 19, 2022

Customers are vital for your business growth. To attract them, you need to promote your company. While traditional methods like flyers and local ads are still around, digital marketing offers endless possibilities. If you're unsure how to market your business or just want to explore your options, you're in the right place – and you're not alone! Effective promotion can make a huge difference in reaching your target audience and achieving success.

Jill Lublin is an international speaker and the author of four best-selling books, one of them being “The Profit of Kindness.” She specializes in topics such as radical influence, publicity, networking, kindness, and referrals. Today, Jill discusses the importance of using publicity to elevate your authority and visibility, emphasizing the power of media appearances to create the "I've heard of you somewhere" effect. She also shares strategies for effectively reaching out to media outlets and taking advantage of personal experiences to attract clients.

Quotes

“The truth is, when you're featured on podcasts like we are now, or on TV, radio, blogs, magazines, newspapers—you name it—your authority goes up. Your star elevates, and people start recognizing you.” - Jill Lublin

“Keep it simple, like five-year-old language—no jargon. Use easy-to-remember sound bites. This helps people understand and leave with something they can say, 'Yeah, I get that.' That's what you want.” - Jill Lublin

“Take the baby step, whatever is comfortable for you. Do just one thing. Pick and do it right now and know that your message matters.” - Jill Lublin

Takeaways

04:00 Consistent and persistent visibility-building activities, such as networking, blogging, and media appearances, are crucial for elevating your authority and recognition.

11:20 Simplifying your message into concise, relatable soundbites can make it more accessible and impactful, despite the extra work required.

13:11 Knowing and refining your core message is the foundation for effective publicity and confidence-building.

16:25 Using your personal experiences and unique perspectives can help attract clients and expand your sphere of influence.

22:38 Taking small, actionable steps to get one's message out there, even if imperfect, is more important than overthinking or delaying.

Resources

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881: Beat, Burnout and Find Freedom in an Overworked World with Joe Perrone

July 1, 2022

Do you feel like there's never enough time to get everything done? Missing out on important moments with loved ones? Feeling tired, overworked, and unhappy with your job and life? Many struggle with work-life balance, leading to burnout. This affects their health, happiness, and relationships, sometimes resulting in substance abuse, depression, divorce, and even suicide. Recognizing these issues is the first step toward finding better balance and fulfillment.

Joe Perrone is a business strategist who helps entrepreneurs reclaim their time freedom. He believes that a business should run itself and not run the business owner into the ground. Joe has been assisting his clients in finding full enjoyment in everything they create without burning out. Today, Joe discusses the importance of knowing the desired outcome when making appointments or commitments, as well as the need to slow down, get clear on goals, and address limiting beliefs that may be holding business owners back from achieving the freedom they desire.

Quotes

“When you treat yourself and your time as the most valuable assets in your life, everything and everyone will conform to that way.” - Joe Perrone

“There was a reason why you got into that business. If you got into it for the wrong reasons, just like if you make those appointments for the wrong reasons, you're going to regret it later on.” - Joe Perrone

“When we're in business to serve others and truly serve, not just please people, that's when the best outcomes happen. That's where we're able to have those head-on conversations.” - Joe Perrone

Takeaways

04:08 Knowing the desired outcome when making appointments or commitments is crucial to avoid feeling hesitant or regretting the decision later.

05:31 Treating your time as the most valuable asset will make others respect it, leading to more meaningful interactions.

12:58 Slowing down, getting clear on goals, and addressing limiting beliefs can help business owners achieve the freedom they desire.

16:30 Serving others, not just people-pleasing, leads to the best outcomes and allows for honest conversations.

17:36 Focusing on serving your ideal clients, rather than trying to be everything to everyone, is the key to a successful and fulfilling business.

22:25 A one-on-one conversation with an experienced business strategist can provide a fresh perspective and uncover transformative solutions, even without any immediate commitment.

Resources:

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880: Navigate the Nitty Gritty of Marketing Analytics with Mark Stouse

June 29, 2022

Today's marketing analytics are very complex, and the customer journey is more complicated than ever for B2B and B2C businesses. You need to have strong analytics to be more successful in your business. With the help of a great team, you can achieve easy-to-understand model visualizations that help both the marketer and the data analyst uncover the cause-and-effect relationships that drive meaningful business outcomes.

Mark Stouse is the CEO of Proof Analytics, a marketing analytics platform that helps CMOs and CFOs understand the true business impact and financial worth of their marketing efforts. With over 20 years of experience as a marketing executive, Mark has a deep understanding of the challenges businesses face in measuring the ROI of their marketing investments. Today, Mark talks about how Proof Analytics uses advanced analytics and machine learning to provide real-time, cause-and-effect insights that help companies make more informed marketing decisions.

Quotes

“If you can't understand cause-and-effect analysis and be guided accordingly, you are severely limited in terms of your sustainability as a business.” - Mark Stouse

“Intuition is essentially your personal, private machine learning. It's all based on accumulated experience.” - Mark Stouse

“This is a huge opportunity to shine. But in order to shine, you're going to have to make choices. If not, you'll have to do more with less.” - Mark Stouse

Takeaways

04:33 Businesses need to move beyond just looking at data and focus on understanding the cause-and-effect relationships that drive their marketing performance.

12:26 Relying solely on intuition can lead to poor decisions, especially during times of rapid change and uncertainty.

19:56 Integrating advanced analytics into marketing resource management platforms can provide real-time, data-driven insights to guide decision-making.

30:45 Committing to the implementation and use of analytics tools is crucial for realizing their full benefits.

37:04 Maintaining perspective and drawing inspiration from stories of perseverance and courage can help leaders navigate challenging times.

Resources:

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879: Redefine Management of Digital Services with Don Moore

June 27, 2022

What does it take to lead a successful digital marketing agency in today's ever-changing landscape? The digital world is in a constant state of flux, with new technologies, platforms, and consumer behaviors emerging at a dizzying pace. Agency leaders must not only keep up with these changes, but also foster an environment that allows their teams to thrive amidst the chaos.

Don Moore is the President and CEO of Hybrid Theory (now acquired by Azerion) in North America, responsible for the overall strategy, operations, and business direction of the company in the region. Today, Don discusses his experience overseeing different personalities and work styles to drive successful marketing campaigns. He shares insights on the fast-paced nature of the digital marketing industry, the importance of work-life balance, and the need to embrace change and failure as part of the growth process.

Quotes

“Everything has a lifecycle. You may feel in your heart that Google will be around forever, but it won't.” - Don Moore

“We want to make sure that you succeed. If we're not the best choice, we'll let you know.” - Don Moore

“There's no textbook for this. There's a textbook for managing X business or X type of business through recession and inflation, and permutations of both. However, there is no textbook written on how to handle existing employees post-COVID.” - Don Moore

Takeaways

04:08 Embracing a work-life balance mindset can help maintain perspective and improve performance, even during challenging times.

07:32 Maintaining focus and discipline, even during periods of distraction, is crucial for achieving long-term goals and success.

13:49 Pursuing ambitious, strategic initiatives requires a balance of creativity, calculated risk-taking, and trust in one's team to execute effectively.

18:31 Failure and experimentation are necessary for growth, as long as the costs are managed, and the lessons learned are applied.

25:37 In the absence of established playbooks, thoughtful, case-by-case problem-solving and a willingness to experiment become essential for getting through uncharted territory.

Resources:

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878: Make Genuine Backlinks for Your Website with Sujan Sarkar

June 24, 2022

Why should you prioritize SEO over other strategies? Everyone in the marketing or business world, whether online or offline, demands traffic. If you want to focus on search engines, you'll need to keep creating content, conducting research and analysis, building backlinks, and other activities for at least a year and a half, if not longer, to generate a steady line of traffic. If you are building up on SEO slowly and steadily, you get results for many years to go.

Sujan Sarkar is the founder of OneLittleWeb, an SEO agency that helps businesses grow their organic traffic through a proven SEO strategy. As an SEO enthusiast, Sujan has been in the industry for several years, working with over 500 clients and helping them achieve significant traffic increases for their websites. Today, Sujan shares his insights on the importance of building genuine backlinks for your website and the evolution of backlinking strategies.

Quotes

“Nowadays, backlinking methods have evolved significantly. Poor backlinks no longer work.” - Sujan Sarkar

“Rather than focusing entirely on paid channels, you should concentrate on search engine optimization.” - Sujan Sarkar

“If you're just learning, trying to do it all by yourself, maybe do it all on your own, do some learning, watch tutorials, and gain some experience.” - Sujan Sarkar

Takeaways

09:24 Genuine, high-quality backlinks are essential for sustainable website growth and search engine rankings.

11:06 Manual outreach and creating valuable, niche-relevant content are effective strategies for building genuine backlinks.

22:12 Managed SEO services can provide a comprehensive, hands-off approach to optimizing a website's content and backlink profile.

24:58 Investing in SEO and backlink building can yield long-term, compounding benefits compared to paid advertising channels.

32:42 Businesses should consider allocating a portion of their marketing budget towards SEO and backlink building, even if they are also investing in paid advertising channels, as it can provide a more sustainable and long-term source of traffic and revenue.

Resources:

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877: Take Action: Choose a Sustainable Lifestyle with Dr. Pat Boulogne

June 22, 2022

You may not have time to exercise, eat, or take care of yourself because of your busy schedule. You don't have enough time to do the things you know you should. Then, some health concern arises abruptly, but it's been years in the making, simply from gently relaxing and slipping back into this poor lifestyle.

Dr. Pat Boulogne is a functional lifestyle medicine expert and coach who helps busy professionals and influencers improve their health, wellness, and decision-making. As the author of the book "Why Are You Sick, Fat and Tired?", Dr. Pat shares her expertise on the five pillars of health: proper nutrition, exercise, sleep, positive mindset, and a properly functioning nervous system. Today, Dr. Boulogne discusses the topic of adopting a sustainable lifestyle to combat common health issues like being "sick, fat, and tired."

Quotes

“If you don't honor your body as the sanctuary that it is, you know what you'll get out. Like a car that's supposed to run on premium fuel, if you keep putting regular gasoline in, your car will die a lot sooner.” - Dr. Pat Boulogne

“You're either vibing on the side of deficiency, or you're vibing at a site of abundance and freedom.” - Dr. Pat Boulogne

“If you don't understand what you're eating or can't pronounce it, you shouldn't buy it.” - Dr. Pat Boulogne

Takeaways

01:23 Adopting a sustainable lifestyle requires addressing the root causes of health issues, not just quick fixes.

7:41 Addressing the mindset and root causes of health issues, rather than just focusing on physical symptoms, is key to achieving lasting success in improving one's well-being.

18:00 Being aware of the hidden toxins and chemicals in our environment, including in the food we eat and the products we use, is crucial for maintaining good health.

25:31 Developing consistent, sustainable habits and rituals is the key to making lasting changes in one's lifestyle.

27:48 Proper nutrition, exercise, sleep, positive mindset, and a well-functioning nervous system are the five pillars of health.

Resources:

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876: Online and Offline Business: The Difference, Opportunities, Advantages, and Disadvantages with Thomas Smale

June 20, 2022

There are differences between online and offline businesses. Although similar, each has its own perks and disadvantages. It’s easy to make changes immediately overnight with online businesses. However, when it comes to financing, online businesses often have a hard time getting funds and loans.

Thomas Smale is the CEO and founder of FE International, an award-winning mergers and acquisitions advisor. He has been helping entrepreneurs buy and sell online businesses since 2010. Today, Thomas discusses his passion for the mergers and acquisitions space, sharing how he and his team work with new businesses every day, learning about their operations and helping owners sell their companies. Thomas also talks about the benefits of buying an online business versus a traditional brick-and-mortar business, highlighting the ability to quickly test and implement changes to drive growth.

Quotes

“The fun thing about mergers and acquisitions is that every single day, we're working with a new business and a new business owner. We kind of live vicariously through what those businesses we're working with do.” - Thomas Smale

“Often, you only have to make really small changes to see big improvements. Sometimes, things you might think will really improve a business won't actually make a difference at all.” - Thomas Smale

“Good deals don't really exist. You're not going to be the only person who spotted a business that's being sold, particularly if it's through a good M&A firm. They're going to have a good network of buyers.” - Thomas Smale

Takeaways

12:49 Buying the right business is more important than getting a good deal on the price.

14:51 Focusing on improving the business, such as through pricing changes, can lead to significant growth and value increases.

15:54 The online business model allows for more flexibility and experimentation compared to physical real estate.

17:58 Lack of financing options from traditional banks is a barrier to more people getting involved in buying and selling online businesses.

24:25 Browsing and researching different online businesses is a good first step to get started in this space.

Resources:

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875: Establish your Brand through Content Marketing with Mark Raffan

June 17, 2022

There are various strategies you can use to promote your brand. One of the useful marketing strategies out there is content marketing. Content marketing allows you to bring the discussion to your brand through the content you are creating. The content should be educational, informative, and entertaining for people to notice it. Showcase in your content how you can solve a consumer problem with your product.

Mark Raffan is a serial entrepreneur and the founder of the B2B content marketing agency, Content Callout. As an expert in the field of content marketing, Mark shares his insights on the importance of creating valuable, educational, and entertaining content to engage with customers. Today, Mark talks about the different types of content that fall under the B2B content marketing umbrella, including owned content like blogs and videos, as well as non-owned content on social media platforms.

Quotes

“No one gives a shit about your bells and whistles. No one gives a shit about the new product features that you have. They care about the problems that you're trying to solve for them.” - Mark Raffan

“Content becomes the lifeblood of many of the marketing campaigns that we may be running already. Because we need to be able to produce content to be able to facilitate a discussion.” - Mark Raffan

“The current success of your content is dependent on two things. It's dependent on the quality of the content that you produce and the eyeballs on that content. One without the other makes no sense at all.” - Mark Raffan

Takeaways

02:26 Content marketing is about facilitating discussions and educating customers, not just promoting product features.

03:50 Focusing on solving customer problems should be the driving force behind your content marketing efforts.

09:29 Leveraging personal social media profiles can be more effective than company pages for building brand awareness and thought leadership.

13:49 Consistency and a strategic approach to content creation and distribution are key to successful B2B content marketing.

16:00 Experimenting with different content formats and analyzing performance can help identify the most effective content for your audience.

Resources:

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874: Build your Network with Marketing Leverage and Powerful Referrals with JP Maroney

June 10, 2022

How can we reach more people and create a bigger network? How can we get powerful referrals and marketing leverage to extend our reach? The most effective way of getting our name known is by word of mouth, especially when it comes from highly reputable people. The more they share about you, the more you will build your network through their connections with other people.

JP Maroney is an entrepreneur, investor, and philanthropist with more than 30+ years of experience starting, building, buying, and selling companies in publishing, media, advertising, software, e-commerce, textiles, training, real estate, and consulting. JP's business group includes a collection of companies and joint ventures involved in publishing, software, media, training, consulting, and internet commerce. He also serves as an advisor and/or board member with several other companies. Today, he shares the power of referrals and the concept of marketing leverage.

Quotes

“The more you give, the more you get. I believe that we get back in direct proportion to how much we give to the universe and give to other people.” - JP Maroney

“I often say ROI or die. You've got to make a return on your investment, and it may not be a front-end return. You need to know the numbers for your business.” - JP Maroney

“The ability to leverage one point of contact to reach a lot of people is so powerful.” - JP Maroney

Takeaways

02:49 Identifying and using relationships with individuals or businesses that already serve the same target customer base can be a highly effective strategy for rapid customer acquisition and growth.

08:57 Taking advantage of strategic alliances and referral networks can significantly boost customer acquisition and sales for businesses.

22:56 Knowing the key business metrics, such as customer acquisition cost and lifetime value, is crucial for making informed marketing decisions.

30:17 Understanding the nuances of a local real estate market, down to the street level, is key to making informed investment decisions.

34:41 Building relationships and providing value to others, even without expectation of immediate return, can lead to unexpected opportunities down the line.

Resources:

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873: Reaching Beyond the Limits of Innovation and Transformation with Braden Kelley

June 8, 2022

Biznik-Seattle Innovators Series with Dan Pink, Author of "Drive" at Hotel 1000 on January 12, 2010.

When it comes to innovation, timing is a huge factor. Going in too soon or too late can both cost you lots of money. Innovation isn’t all about creativity and value-creation, it is also about the services that you provide around your new idea and helping people understand how your idea can be of value to their lives. But how can we know if our innovative ideas can really affect people’s lives?

Braden Kelley is an engaging innovation speaker, workshop facilitator, toolmaker for innovation & change professionals, and a sought-after transformation and organizational agility leader. He is also the best-selling author of Charting Change and Stoking Your Innovation Bonfire. He is also the creator of the Human-Centered Change™ methodology, and has maximized profits for companies while living and working in England, Germany, and the United States. Today, Braden talks with us about the customer-employee experience, loyalty archaeology, design thinking, and innovation. Stay tuned to learn more!

Quotes

“Innovation transforms the useful seeds of invention into widely adopted solutions valued above every existing alternative.” - Braden Kelley

“Innovation is for everyone - it's not whether you're innovative or not, it's not whether you have the innovator's DNA or not. We all have a role to play in innovation.” - Braden Kelley

“If you can get yourself out in front of a trend, you can deliver a lot of value for people.” - Braden Kelley

Takeaways

01:51 Innovation is a collaborative activity that requires time, value access, and value translation to be successful.

03:53 Timing is crucial in innovation - being too early or too late can both be costly.

05:33 Innovation is not just about creativity and invention, but also about helping people understand how new solutions fit into their lives.

06:53 Putting the customer at the center and understanding the jobs they are trying to get done is key to delivering innovative solutions.

10:20 Paper was a groundbreaking innovation that enabled many other innovations, like the printing press, to become possible.

Resources:

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