1 00:00:00,000 --> 00:00:03,540 Robert Plank: Marketer of the day. Episode 730 protect your 2 00:00:03,540 --> 00:00:07,560 business and your income during covid 19 and emerge stronger 3 00:00:07,560 --> 00:00:15,300 when it's over. With copywriter Kevin Donlin, Hey everyone, and 4 00:00:15,300 --> 00:00:18,180 welcome back to the marketer of the day podcast. We are here 5 00:00:18,180 --> 00:00:22,520 with third time return guest Kevin Donlon from client cloning 6 00:00:22,520 --> 00:00:26,540 systems.com he was here at marketer of the day.com/ 289, 7 00:00:27,380 --> 00:00:32,000 and marketer of the day.com/ 500, and Kevin Donlon is a 8 00:00:32,000 --> 00:00:35,660 copywriter, a marketing advisor. He's an author of three books. 9 00:00:35,720 --> 00:00:39,620 He has been delivering sales gains of over $1 million to 10 00:00:39,620 --> 00:00:44,140 entrepreneurs online and offline since 1998 Kevin, glad to be 11 00:00:44,140 --> 00:00:45,100 talking to you again. Hey, 12 00:00:45,220 --> 00:00:47,020 Kevin Donlin: Robert. It's great to be back again. I didn't know 13 00:00:47,020 --> 00:00:50,200 it was my third time. I know I was here once before, but this 14 00:00:50,200 --> 00:00:53,200 is terrific. It's always good to chat with you. I look forward to 15 00:00:53,200 --> 00:00:54,820 talking again today. I 16 00:00:54,820 --> 00:00:57,280 Robert Plank: look forward to it too. I think you've been here 17 00:00:57,280 --> 00:01:00,720 and you've talked about the like the note card concept and the 18 00:01:00,720 --> 00:01:05,700 scoreboard, and you've had some very doable pieces of advice, 19 00:01:05,760 --> 00:01:08,640 and you kind of laid out your lifestyle in the past and said 20 00:01:08,640 --> 00:01:11,580 that some days you wake up and you you have an idea for some 21 00:01:11,580 --> 00:01:14,160 client, and you write a letter and drop it in the mail. And 22 00:01:14,160 --> 00:01:17,640 some days, that is just a day for you that you're all about 23 00:01:17,640 --> 00:01:22,040 doing small little things, but keeping up to with it every 24 00:01:22,040 --> 00:01:26,360 single day, and it's been a while since I got a letter from 25 00:01:26,360 --> 00:01:29,120 you in the mail. You're one of the few podcast guests that 26 00:01:29,120 --> 00:01:32,540 actually consistently follows up again and again. Sometimes I get 27 00:01:32,600 --> 00:01:35,060 the bright yellow envelope in the mail, the bright red 28 00:01:35,060 --> 00:01:37,940 envelope. What happened with that was it just that you didn't 29 00:01:37,940 --> 00:01:40,720 convert me or switch to something else? 30 00:01:40,840 --> 00:01:44,860 Kevin Donlin: Well, I had my assistant go through the mailing 31 00:01:44,860 --> 00:01:47,800 list, and she sifted and sorted some names out. Yours might have 32 00:01:47,800 --> 00:01:52,060 been sorted out, or it could have been that we just cross 33 00:01:52,060 --> 00:01:54,400 pollinated the list, wrong, but I'll go back and make sure you 34 00:01:54,400 --> 00:01:56,560 start getting stuff again. Robert, okay, 35 00:01:56,560 --> 00:01:58,960 Robert Plank: and it's like, I have not bought anything for 36 00:01:58,960 --> 00:02:01,140 you. Have not bought any copywriting services, but even 37 00:02:01,140 --> 00:02:04,680 seeing what comes in the mail from you is always very 38 00:02:04,680 --> 00:02:09,060 encouraging. You send these just one page double sided 39 00:02:09,060 --> 00:02:12,780 newsletters with easy things on there, and it it motivates me to 40 00:02:12,780 --> 00:02:16,200 get into action and mail some books out to people or send some 41 00:02:16,200 --> 00:02:20,240 more a snail mail out. And sometimes I post about you on 42 00:02:20,240 --> 00:02:23,660 social media, because it's such a cool thing, some of these 43 00:02:23,720 --> 00:02:27,500 sometimes forgotten marketing concepts that maybe everyone 44 00:02:27,500 --> 00:02:30,860 stopped doing 10 years ago, 15 years ago, sometimes it's time 45 00:02:30,860 --> 00:02:35,000 to dust off those outdated but still useful techniques. And 46 00:02:35,000 --> 00:02:39,080 speaking of that, we are living in the virus era, right? And 47 00:02:39,080 --> 00:02:42,040 that is why you're here today. You reached out, and you are 48 00:02:42,040 --> 00:02:45,520 talking about coronavirus, and I was really hesitant to talk 49 00:02:45,520 --> 00:02:48,400 about that, because, as you know, we like to keep things 50 00:02:48,400 --> 00:02:51,460 evergreen in our marketing in general. We don't like to lock 51 00:02:51,460 --> 00:02:54,940 down to a specific time and date. But this is a thing that 52 00:02:54,940 --> 00:02:58,840 might last years, and it's a thing that everyone is talking 53 00:02:58,840 --> 00:03:02,400 about. So even if people are listening to this and 2029 or 54 00:03:02,400 --> 00:03:07,440 2034 there are still useful things for us all to be keeping 55 00:03:07,440 --> 00:03:10,440 in mind if whatever, whatever recession might hit in the 56 00:03:10,440 --> 00:03:12,540 future, right? It seems like every 10 years we go through 57 00:03:12,540 --> 00:03:17,160 some kind of a shakeup. So we are talking about covid, 19, 58 00:03:17,160 --> 00:03:20,460 coronavirus and scary stuff before even jumping into things. 59 00:03:20,580 --> 00:03:23,240 What are your thoughts on that? What are your thoughts on what's 60 00:03:23,240 --> 00:03:26,120 happening with with our businesses and some of the 61 00:03:26,120 --> 00:03:28,820 solopreneurs, and just, I mean, what the heck is going on in 62 00:03:28,820 --> 00:03:29,600 your opinion? 63 00:03:29,960 --> 00:03:31,940 Kevin Donlin: Well, I want to reframe what you just said, 64 00:03:31,940 --> 00:03:34,280 because you hit on something important. Yes, this is very 65 00:03:34,280 --> 00:03:36,500 topical right now. We're in the middle of the coronavirus 66 00:03:36,500 --> 00:03:40,100 pandemic, and the hat I'm wearing is because my haircut 67 00:03:40,100 --> 00:03:44,500 expired about three weeks ago, and I just look like I walked in 68 00:03:44,500 --> 00:03:50,320 from 1974 it's horrible. So I'm wearing these videos, but we're 69 00:03:50,320 --> 00:03:52,720 all adapting, right? I'm wearing a hat normally. I'm a little 70 00:03:52,720 --> 00:03:55,720 more professional looking than this. The idea that, yes, this 71 00:03:55,720 --> 00:03:59,440 is a very time this is a very time sensitive thing going on 72 00:03:59,440 --> 00:04:03,000 right now, but you said it before, every 10 years or so, 73 00:04:03,000 --> 00:04:06,060 something happens that could put you out of business. Brian 74 00:04:06,060 --> 00:04:10,260 Tracy, who coached me for two years and quadrupled my income, 75 00:04:10,260 --> 00:04:13,740 he said that every 90 days, something's going to happen that 76 00:04:13,740 --> 00:04:16,200 may put you out of business if you don't handle it correctly. 77 00:04:16,440 --> 00:04:18,720 And that's one way to look at this. This is, you know, the 78 00:04:18,720 --> 00:04:22,340 worst thing that's happened in maybe 900 days or 9000 days. But 79 00:04:22,340 --> 00:04:25,700 it's about every 10 years, something happens. You know, 80 00:04:25,700 --> 00:04:30,980 there was the Great Recession of oh 809, there was 911 in 2001 81 00:04:32,780 --> 00:04:35,420 and it goes on. There was the farm recession. People don't 82 00:04:35,420 --> 00:04:40,120 remember that 1986 or so, the Midwest was just cratered by, 83 00:04:40,120 --> 00:04:42,580 you know, farmers going out of business. It's about every 10 84 00:04:42,580 --> 00:04:45,760 years, something's going to happen. So the nice thing about 85 00:04:45,760 --> 00:04:48,580 this is, if there is a nice thing, is that this is about the 86 00:04:48,580 --> 00:04:51,700 worst thing we've been through since the Great Depression. And 87 00:04:52,360 --> 00:04:55,120 there's still money out there. Money just didn't evaporate 88 00:04:55,120 --> 00:04:58,660 overnight. There's money out there enough to pay for whatever 89 00:04:58,660 --> 00:05:01,800 you're selling you've. Got to reposition what you're doing. 90 00:05:01,800 --> 00:05:04,560 I'm going to give five ways actually, to survive and thrive 91 00:05:04,560 --> 00:05:07,020 through coronavirus. That's what I'm going to be talking about 92 00:05:07,020 --> 00:05:09,960 today. But you can get through this. You've just got to adapt. 93 00:05:10,320 --> 00:05:13,320 It was Darwin who said, you know, the secret to survival, 94 00:05:13,320 --> 00:05:17,460 it's not the strongest, it's not the smartest, it's the most 95 00:05:17,460 --> 00:05:21,320 adaptable species. They're the ones that survive. And so you've 96 00:05:21,320 --> 00:05:23,960 got to be adaptable. And I'm going to be sharing some ideas 97 00:05:23,960 --> 00:05:28,220 today that'll help you adapt today. And then in 2034 when 98 00:05:28,220 --> 00:05:31,880 there's, you know, germs from Mars that make everybody sick, 99 00:05:31,880 --> 00:05:35,300 or something's going on, you know, artificial intelligence 100 00:05:35,360 --> 00:05:38,300 starts running amuck, whatever goes wrong, in 2030 years, just 101 00:05:38,300 --> 00:05:41,020 these ideas ought to work then, because the same principles have 102 00:05:41,020 --> 00:05:44,140 worked since there has been business. These are just 103 00:05:44,140 --> 00:05:47,560 timeless principles who are just updated for 2020, right now? 104 00:05:48,340 --> 00:05:51,280 Robert Plank: Well, great. So when things get tough, it's not 105 00:05:51,280 --> 00:05:54,220 about the resources, it's about the resourcefulness, right, 106 00:05:54,220 --> 00:05:58,120 working with what we have, and be being smarter and you and 107 00:05:58,120 --> 00:06:02,280 using this time wisely, so that way, maybe with things are down 108 00:06:02,280 --> 00:06:04,680 or on the way down, then we can build a business. And then when 109 00:06:04,680 --> 00:06:07,380 things are on the way up, then we can enjoy the the fruits for 110 00:06:07,380 --> 00:06:10,980 our labor. So I'm excited to jump into these five things and 111 00:06:11,160 --> 00:06:13,980 so, so for people who are listening for to this, which is 112 00:06:14,100 --> 00:06:17,220 everyone who's on this call, is what is your background in 113 00:06:17,220 --> 00:06:20,600 marketing, and why should we be listening to you, as opposed to 114 00:06:20,600 --> 00:06:22,760 someone who's walking past us on the street. Well, 115 00:06:23,240 --> 00:06:25,220 Kevin Donlin: so I've been involved in marketing in one way 116 00:06:25,220 --> 00:06:30,080 or another since 1995 actually, 1994 that's when I may have sold 117 00:06:30,080 --> 00:06:33,680 the first ebook online. It was a text file, and I sold it on a 118 00:06:33,680 --> 00:06:36,500 part of the Internet called Usenet. There was no world wide 119 00:06:36,500 --> 00:06:40,240 web. We called it the World Wide Web in 1995 when it started up. 120 00:06:40,240 --> 00:06:44,440 But I've been selling online since 1994 and you had to write 121 00:06:44,440 --> 00:06:48,100 a check for $10 and mail it to me, write your email address on 122 00:06:48,100 --> 00:06:51,040 the memo line of the check, and I would email you the report. I 123 00:06:51,040 --> 00:06:54,040 didn't call it an e book, but I found a way to make money online 124 00:06:54,040 --> 00:06:57,100 in 1994 granted, it was just beer money, but hey, I was 125 00:06:57,100 --> 00:06:59,560 selling stuff and I wasn't getting flamed. This is what we 126 00:06:59,560 --> 00:07:02,580 called it back then for posting commercial messages. The 127 00:07:02,580 --> 00:07:06,960 Internet was pretty hostile to selling back in 1994 but I found 128 00:07:06,960 --> 00:07:10,740 a way to do it, and then I ended up working for fedex.com as 129 00:07:10,740 --> 00:07:14,280 their content webmaster, and I was also answering customer 130 00:07:14,280 --> 00:07:18,360 service emails and doing online service for them for about three 131 00:07:18,360 --> 00:07:23,840 years, from 1995 to 1998 and when I first started, FedEx had 132 00:07:23,840 --> 00:07:26,360 six web pages, the whole website, and it was one of the 133 00:07:26,360 --> 00:07:29,600 leading websites on Earth. There was actually there were so few 134 00:07:29,600 --> 00:07:34,280 websites back in 1995 that they published an internet Yellow 135 00:07:34,280 --> 00:07:37,640 Pages. It was a book, and you could look up a website like you 136 00:07:37,640 --> 00:07:41,320 could look up a phone number back when people had yellow 137 00:07:41,320 --> 00:07:44,200 pages, I'm probably already not making sense to some people 138 00:07:44,200 --> 00:07:46,240 who've never seen a yellow pages. So it was a printed 139 00:07:46,240 --> 00:07:49,300 directory. Because the internet was growing so slowly, you could 140 00:07:49,300 --> 00:07:52,900 print a directory of all the known websites, and I had a 141 00:07:52,900 --> 00:07:56,320 couple years worth of them in my in my closet before they stopped 142 00:07:56,320 --> 00:07:59,260 selling those things. So I've been around and I started 143 00:07:59,560 --> 00:08:03,420 branching into offline marketing about 15 years ago, with direct 144 00:08:03,420 --> 00:08:06,900 mail and print ads and so forth. So I've been working online and 145 00:08:06,900 --> 00:08:10,500 offline for over 20 years now. I've seen, you know, a couple of 146 00:08:10,500 --> 00:08:14,880 really nasty business shocks, 911 and the great recession. And 147 00:08:15,060 --> 00:08:17,880 as I said earlier, and my clients too, by the way, that I 148 00:08:17,880 --> 00:08:21,440 have some of the smartest and most successful people on Earth 149 00:08:21,860 --> 00:08:26,180 are among my clients, and just talking to them in the past few 150 00:08:26,180 --> 00:08:30,020 weeks, they're reinforcing the idea that money didn't 151 00:08:30,020 --> 00:08:33,140 disappear. It's out there. You have to dig a little bit. It's 152 00:08:33,140 --> 00:08:36,080 still moving around. People still have needs. You just have 153 00:08:36,080 --> 00:08:41,380 to adapt to them and find new customers and clients in some 154 00:08:41,380 --> 00:08:44,440 cases, but definitely keep the ones you have. I'll be talking 155 00:08:44,440 --> 00:08:47,440 about that in detail, and then adapt your products and services 156 00:08:47,440 --> 00:08:51,100 to what's going on right now. So it's it's challenging right now, 157 00:08:51,220 --> 00:08:53,440 but I've been through some challenges, and so has anybody 158 00:08:53,440 --> 00:08:56,200 who's been in business for more than a couple years, and we can 159 00:08:56,200 --> 00:08:56,980 get through this too. 160 00:08:57,880 --> 00:09:00,040 Robert Plank: Well, fantastic. Well, I keep hearing that, that 161 00:09:00,040 --> 00:09:03,120 word adapt. And the thing that has been in the back of my mind 162 00:09:03,240 --> 00:09:06,060 as this, this virus is happening, is that it is forcing 163 00:09:06,060 --> 00:09:09,480 a lot of businesses to figure out the online ordering thing, 164 00:09:09,480 --> 00:09:13,080 the curbside, the delivery, some, just some minor things 165 00:09:13,080 --> 00:09:16,620 that you know, have been coming, but they've all been resisting 166 00:09:16,860 --> 00:09:19,680 some of some of this online stuff, you know, chat bots, all 167 00:09:19,680 --> 00:09:22,400 kinds of things like that. And now, now it's time. Now people 168 00:09:22,400 --> 00:09:24,920 are being pushed into doing these things, because the 169 00:09:24,920 --> 00:09:28,160 alternative is being out of business. And from you recapping 170 00:09:28,160 --> 00:09:30,680 all that, what comes to mind is that there's always another side 171 00:09:30,680 --> 00:09:33,080 of the coin, right? Like you mentioned about the internet, 172 00:09:33,080 --> 00:09:35,480 the internet phone book. I remember going, I was a kid, I 173 00:09:35,480 --> 00:09:39,260 went to a waldens books. Remember that place and and 174 00:09:39,260 --> 00:09:42,400 there was a book like that, and I remember flipping through and 175 00:09:42,400 --> 00:09:45,820 finding that they said Bill Gates's email address was, was 176 00:09:45,820 --> 00:09:48,940 Bill g@microsoft.com and I didn't I was a kid, so I 177 00:09:48,940 --> 00:09:51,160 couldn't buy the book, but I went home and went and typed 178 00:09:51,160 --> 00:09:55,240 some email to Bill g@microsoft.com but now things 179 00:09:55,240 --> 00:09:58,480 have changed, right? And it's always like, whenever there's a 180 00:09:58,480 --> 00:10:01,500 new tool, there's a fashion. A way of doing things. People 181 00:10:01,500 --> 00:10:05,040 don't have to mail us a check or write their email address on the 182 00:10:05,040 --> 00:10:07,860 memo line. Now they can click a button and order, but so can 183 00:10:07,860 --> 00:10:11,940 everyone else, right? So can the competition. Now we can zoom and 184 00:10:11,940 --> 00:10:14,880 video chat and do all these things, but there's, there's 185 00:10:14,880 --> 00:10:17,580 always, like, an upside and a downside, right? And so with, 186 00:10:17,580 --> 00:10:21,320 with coronavirus, there's the downside of maybe some 187 00:10:21,320 --> 00:10:24,500 businesses are going under, but other businesses now are being 188 00:10:24,500 --> 00:10:30,320 forced to do more of this online stuff or adopt what they need to 189 00:10:30,380 --> 00:10:34,160 be doing. So coronavirus is not all bad, right? It's pushing us 190 00:10:34,160 --> 00:10:36,800 towards innovation in the future, and I'm excited to hear 191 00:10:36,800 --> 00:10:40,600 about these five things that businesses can do to protect 192 00:10:40,600 --> 00:10:43,840 themselves and grow and thrive during coronavirus. So let's 193 00:10:43,840 --> 00:10:46,540 just jump into it. What do you have for us as far as these five 194 00:10:46,540 --> 00:10:47,020 things? 195 00:10:47,140 --> 00:10:49,540 Kevin Donlin: So the first one is to retain the clients and 196 00:10:49,540 --> 00:10:51,880 customers you have. Now, for shorthand, I'm just going to say 197 00:10:51,880 --> 00:10:55,780 clients, but keep the clients you have now, because it's it's 198 00:10:55,780 --> 00:10:59,020 getting more challenging to meet and talk to prospects and win 199 00:10:59,020 --> 00:11:01,380 their trust and win new sales from new people. It's just a 200 00:11:01,380 --> 00:11:04,260 fact. It's not impossible, but it's it's much harder. So do 201 00:11:04,260 --> 00:11:07,260 whatever you can to keep the clients you have right now. And 202 00:11:07,260 --> 00:11:10,800 I'm going to give examples for each of these principles. One of 203 00:11:10,800 --> 00:11:13,740 my examples, and you're not getting the letter for some 204 00:11:13,740 --> 00:11:16,680 reason, but I always find out who should be getting it and who 205 00:11:16,680 --> 00:11:19,140 shouldn't be getting you should be is to send out a monthly 206 00:11:19,140 --> 00:11:22,100 printed newsletter. And when I say newsletter, in my case, it's 207 00:11:22,100 --> 00:11:25,040 a letter with news, it's two sides of one sheet of paper. And 208 00:11:25,160 --> 00:11:27,980 for me, that's been one of my best retention strategies. I've 209 00:11:27,980 --> 00:11:31,160 been sending out a monthly newsletter for years now. And 210 00:11:31,160 --> 00:11:35,000 most people, when I say mail, they default in their head to 211 00:11:35,000 --> 00:11:38,780 email and I say, no mail with a stamp on paper. It's got to be 212 00:11:38,780 --> 00:11:41,860 printed and tangible. That's just a very easy thing to do. 213 00:11:41,860 --> 00:11:44,500 And when you get into your clients hands with something 214 00:11:44,500 --> 00:11:48,280 tangible like this, you're they're reading it offline, and 215 00:11:48,280 --> 00:11:51,160 they're not distracted and clicking on something, and you 216 00:11:51,160 --> 00:11:54,880 have their attention. So there's a slew of benefits to being on 217 00:11:54,880 --> 00:11:58,060 paper, showing up once a month in your clients mailboxes with a 218 00:11:58,060 --> 00:12:01,080 newsletter. That's one thing. Another quick one would be to 219 00:12:01,440 --> 00:12:04,440 just take stock of who your best buyers are, your best clients, 220 00:12:04,440 --> 00:12:07,740 and give them something, a gift. Would be nice right about now, 221 00:12:07,740 --> 00:12:12,720 because everyone is in a busy mood. And what I did a couple 222 00:12:12,720 --> 00:12:15,840 weeks ago, I had my assistant help me find these we sent out 223 00:12:15,840 --> 00:12:19,620 metal fortune cookies to our clients, and at the end, I'm 224 00:12:19,620 --> 00:12:23,480 going to let people give you folks an address. We can 225 00:12:23,480 --> 00:12:25,940 download a PDF of what we're talking about. You can see the 226 00:12:25,940 --> 00:12:29,780 picture of the thing, but we sent out metal fortune cookies 227 00:12:29,780 --> 00:12:33,200 to my clients, and inside was a customized message. It said, 228 00:12:33,200 --> 00:12:37,220 Robert, everything is difficult before it's easy. Hang in there. 229 00:12:37,220 --> 00:12:39,920 Kevin Donlin, it was just a short little message with 230 00:12:39,920 --> 00:12:42,820 everyone's name personalized, and I got more feedback on that 231 00:12:42,820 --> 00:12:45,940 than a box of steaks that I sent out for Christmas. You know, 232 00:12:45,940 --> 00:12:49,180 it's just funny what people glom onto and think is really 233 00:12:49,240 --> 00:12:52,060 valuable to them. So they really appreciated that. And none of my 234 00:12:52,060 --> 00:12:54,820 clients has left me. By the way, I have several on retainer fees 235 00:12:54,820 --> 00:12:58,720 every month for no small amount of money. And the clients I 236 00:12:58,720 --> 00:13:02,940 brought on too, just as this thing was going south, they've 237 00:13:02,940 --> 00:13:06,180 all been with me as well. So that's just a couple of ideas. 238 00:13:06,180 --> 00:13:08,820 Is to just be relevant and in their mailbox every month with 239 00:13:08,820 --> 00:13:11,640 something like a printed newsletter, and then just gift 240 00:13:11,640 --> 00:13:14,760 them something personalized to show them how much you care. 241 00:13:14,880 --> 00:13:18,540 That's the first way to get through this. Is to just retain 242 00:13:18,780 --> 00:13:19,740 the clients you have. Well, 243 00:13:20,340 --> 00:13:22,520 Robert Plank: fantastic, and I know that you missed your time 244 00:13:22,520 --> 00:13:25,220 management, and I imagine that you might be stressed about us 245 00:13:25,220 --> 00:13:28,160 fitting our energy into the window, but, but don't worry, or 246 00:13:28,160 --> 00:13:30,500 don't worry about fitting at all. If it takes a few extra 247 00:13:30,500 --> 00:13:33,440 minutes, so we have to go 3040, minutes to cover all five, it's 248 00:13:33,440 --> 00:13:37,220 totally okay. So retain clients and give them something easy, so 249 00:13:37,220 --> 00:13:39,920 that way that you can stay on the radar. All right. And moving 250 00:13:39,920 --> 00:13:42,280 along, what is number two? Number two is be 251 00:13:42,280 --> 00:13:44,980 Kevin Donlin: relevant. And this ought to be easier than it is 252 00:13:44,980 --> 00:13:48,280 for some people, but I still see a lot of businesses are their 253 00:13:48,280 --> 00:13:50,980 promotions are just they could have been written six years ago, 254 00:13:50,980 --> 00:13:54,160 six months ago. It doesn't speak to what's going on right now. 255 00:13:54,160 --> 00:13:56,140 And I'm not saying that everything has to be a 256 00:13:56,140 --> 00:14:00,220 coronavirus special or an emergency program, but you just 257 00:14:00,220 --> 00:14:04,200 have to realize, you know, there's a very old adage by a 258 00:14:04,200 --> 00:14:08,460 copywriter named, I'm blanking on his name. Holy cow, it's 259 00:14:08,460 --> 00:14:10,740 middle of the afternoon. You know, haven't had my nap. It was 260 00:14:10,920 --> 00:14:16,080 Robert Collier in 1937 he wrote that the you know, you need to 261 00:14:16,080 --> 00:14:18,300 take advantage, you need to enter the conversation that's 262 00:14:18,300 --> 00:14:20,900 already going on in the mind of your buyer. Because everyone's 263 00:14:20,900 --> 00:14:24,020 monologuing all day. We're just talking to ourselves. And the 264 00:14:24,020 --> 00:14:27,440 conversation in the in the minds of all our buyers right now is 265 00:14:27,440 --> 00:14:30,920 coronavirus, covid, 19, whatever you want, pandemic, lockdown. 266 00:14:31,160 --> 00:14:34,640 It's all bad news. But that the advantage is, you know what 267 00:14:34,640 --> 00:14:36,740 people are thinking. They're thinking about these things, so 268 00:14:36,800 --> 00:14:39,500 you just need to acknowledge them. And the one thing an 269 00:14:39,500 --> 00:14:43,420 example that I'm doing for one of my clients, there have a very 270 00:14:43,780 --> 00:14:47,860 premium priced athletic training program. People fly from around 271 00:14:47,860 --> 00:14:51,280 the world to visit their location. And right now, travel 272 00:14:51,280 --> 00:14:54,460 is kind of restricted, so now we're focusing on, you know, 273 00:14:54,460 --> 00:14:57,880 regional people who can drive in actually, and more to the point 274 00:14:58,720 --> 00:15:01,080 we're telling them, you know. And. The messages are dated. 275 00:15:01,080 --> 00:15:04,080 We're putting PSs in our news in our emails. You know the 276 00:15:04,080 --> 00:15:07,980 governor of Texas has said, yes, some parks can open and you can 277 00:15:07,980 --> 00:15:10,740 have groups of 10 or fewer. So we're still going to be having 278 00:15:10,740 --> 00:15:13,260 our boot camp in May and the one in June. You're welcome to come, 279 00:15:13,260 --> 00:15:15,720 but if you have any questions or reservations, please give us a 280 00:15:15,720 --> 00:15:18,180 call. We're just acknowledging the fact that people are worried 281 00:15:18,180 --> 00:15:20,960 about traveling right now, and if we weren't putting those PSs 282 00:15:20,960 --> 00:15:24,140 in the emails and acknowledging that fact, the sales would be 283 00:15:24,140 --> 00:15:26,540 way down, but our sales are pretty steady right now, and 284 00:15:26,540 --> 00:15:29,480 we've opened some new doors as well, which I'll talk about in a 285 00:15:29,480 --> 00:15:33,080 minute when I talk about one of the third things to do, but just 286 00:15:33,140 --> 00:15:36,020 you've got to be relevant right now, and so take your message. 287 00:15:36,020 --> 00:15:39,020 How can you tie it to the conversation that's going on in 288 00:15:39,020 --> 00:15:41,680 the minds of your of your customers and clients right now, 289 00:15:41,680 --> 00:15:44,800 and that's how you can easily be relevant and more effective. 290 00:15:45,520 --> 00:15:45,940 Super 291 00:15:45,940 --> 00:15:48,580 Robert Plank: cool. Be relevant, acknowledge what they are 292 00:15:48,580 --> 00:15:52,120 already, as you said, inner monologuing. And I've seen this 293 00:15:52,120 --> 00:15:56,020 done where some there were some local restaurants say something 294 00:15:56,020 --> 00:15:58,600 like, If you place a takeout order, we'll give you a free 295 00:15:58,600 --> 00:16:04,020 roll of toilet paper. Fun things like that. And I prefer that to 296 00:16:04,200 --> 00:16:09,900 some some software app I bought six years ago, saying, here's 297 00:16:09,900 --> 00:16:12,720 what we're doing as far as our terms of service during covid 298 00:16:12,720 --> 00:16:15,780 19. It's like, I don't care about that, but as I said, like 299 00:16:15,780 --> 00:16:20,040 there are ways to use covid 19 as a starting point, as people 300 00:16:20,040 --> 00:16:22,760 are thinking about that, and maybe flesh out a few ideas and 301 00:16:22,760 --> 00:16:26,840 figure out, well, how can I make this timely relevant, tap into 302 00:16:26,840 --> 00:16:30,980 what they're talking about, but also don't be an echo, me too, 303 00:16:31,220 --> 00:16:34,400 every other person saying covid 19, like you're saying something 304 00:16:34,400 --> 00:16:39,140 that's timely and right now, but it's not exactly a carbon copy 305 00:16:39,140 --> 00:16:39,980 of everyone else. 306 00:16:40,100 --> 00:16:41,980 Kevin Donlin: It's easy to do. I mean, real quick. Another 307 00:16:41,980 --> 00:16:46,000 example, a friend of mine owns a dry carpet cleaning location in 308 00:16:46,000 --> 00:16:49,840 Maryland. He had a free toilet paper promotion. So that's not 309 00:16:49,840 --> 00:16:54,820 new, but he in honor of covid 19, he had a 19% discount, and 310 00:16:54,820 --> 00:16:57,340 it was a big win for him. It's just an email only promotion, 311 00:16:57,340 --> 00:17:00,100 but it was a big win for him. So free toilet paper with your 312 00:17:00,100 --> 00:17:03,660 order and 19% off. And he was making light of the fact that, 313 00:17:03,660 --> 00:17:06,540 you know, there's this awful thing going on, but hey, it 314 00:17:06,540 --> 00:17:09,180 worked for him. So that was a really good and easy way for him 315 00:17:09,180 --> 00:17:11,940 to be relevant and effective, right? And, 316 00:17:11,940 --> 00:17:15,060 Robert Plank: yeah, yeah, 19% off due to covid. 19 All right. 317 00:17:15,060 --> 00:17:17,700 So we said so far, number one, retain clients. Number two, be 318 00:17:17,700 --> 00:17:19,740 relevant. What's number three? Number 319 00:17:19,740 --> 00:17:22,880 Kevin Donlin: three is, be available again. You may be 320 00:17:22,880 --> 00:17:25,100 hearing this, you may think it's a good idea, but are you doing 321 00:17:25,100 --> 00:17:29,060 it? So I myself available seven days a week now, for clients, 322 00:17:29,060 --> 00:17:31,700 and my current clients, if it's a prospect, or you know someone 323 00:17:31,700 --> 00:17:34,400 with a question who's not a client, I'll still get to them 324 00:17:34,400 --> 00:17:37,580 Monday through Friday. But for my clients, they are. They have 325 00:17:37,580 --> 00:17:40,420 got permission to text me and call me seven days a week 326 00:17:40,480 --> 00:17:43,180 because things are happening fast, and I'm happy to be 327 00:17:43,180 --> 00:17:46,240 available during extended hours for the people who matter most, 328 00:17:46,240 --> 00:17:49,240 which are my current clients. So an example of how to make this 329 00:17:49,240 --> 00:17:52,060 work in your business, there was a Facebook post, which you can 330 00:17:52,060 --> 00:17:55,000 see in the PDF, if you care, to download it after we're done 331 00:17:55,000 --> 00:17:58,840 here, and it was a woman with a terrible toothache, and she was 332 00:17:58,840 --> 00:18:02,160 just posting on Facebook. And frustration are all the dentists 333 00:18:02,160 --> 00:18:05,520 closed? I'm trying to call someplace and get my toothache 334 00:18:05,520 --> 00:18:08,880 fixed. It's killing me, and she wasn't having any luck. Well, 335 00:18:08,880 --> 00:18:12,960 the problem was that dentists, too, many of them, were, you 336 00:18:12,960 --> 00:18:15,240 know, their their answering machine says were closed due to 337 00:18:15,240 --> 00:18:18,300 covid 19, and we're not sure when we're gonna open. Leave a 338 00:18:18,300 --> 00:18:20,840 message. We'll get back to you. But what they if you kept 339 00:18:20,840 --> 00:18:23,000 listening to some of these messages, apparently they were 340 00:18:23,000 --> 00:18:27,260 saying, but we will take your we will happily, you know, talk to 341 00:18:27,260 --> 00:18:30,440 you if you have an emergency. But they were burying it halfway 342 00:18:30,440 --> 00:18:32,900 through the voicemail greeting, so people weren't getting to 343 00:18:32,900 --> 00:18:35,300 that part. As soon as it said, we're closed, they were hanging 344 00:18:35,300 --> 00:18:38,420 up and calling somebody else. So not only should you physically 345 00:18:38,420 --> 00:18:41,800 be available, but review your messaging and make sure that 346 00:18:41,800 --> 00:18:45,160 it's it's available, and it's clear to people that you are 347 00:18:45,160 --> 00:18:47,680 available, is what I'm saying. So at the very beginning of your 348 00:18:47,680 --> 00:18:50,800 message, if you have an emergency, here's what to do. 349 00:18:50,800 --> 00:18:54,040 Please call Dr Smith at this number and we'll get right back 350 00:18:54,040 --> 00:18:56,920 to you. Otherwise, if it's not an emergency, here's what's 351 00:18:56,920 --> 00:18:59,860 going on in our office. So that just change the order of your 352 00:18:59,860 --> 00:19:02,100 message so that the most important information is 353 00:19:02,100 --> 00:19:05,220 available, first for the people who need it. And there was one 354 00:19:05,220 --> 00:19:07,920 dentist who's a member of a coaching program one of my 355 00:19:07,920 --> 00:19:11,400 clients puts on, I believe he did 15 emergency procedures in 356 00:19:11,400 --> 00:19:14,580 two days because he was available and he was taking they 357 00:19:14,580 --> 00:19:16,800 actually had someone answering the phones live, even though the 358 00:19:16,800 --> 00:19:19,860 office was closed. So that was just a very smart strategy. 359 00:19:19,860 --> 00:19:22,940 Answer the phones live. How hard is that to do? Not hard at all. 360 00:19:22,940 --> 00:19:26,780 But people tend to hide behind technology in good times and 361 00:19:26,780 --> 00:19:29,480 right now in bad times. You really got to be more available 362 00:19:29,480 --> 00:19:32,960 than that, and don't hide behind technology. If you can just 363 00:19:32,960 --> 00:19:35,840 answer your phones, you can get the clients and the purchases 364 00:19:35,840 --> 00:19:39,380 that other people won't get. So be available. That's idea number 365 00:19:39,380 --> 00:19:39,740 three, 366 00:19:40,400 --> 00:19:42,400 Robert Plank: and that's fantastic, because, again, it's 367 00:19:42,400 --> 00:19:44,980 like, like we said, we've said a few times here now, every 368 00:19:44,980 --> 00:19:48,160 decade, something crazy happens, and usually it's like a double 369 00:19:48,160 --> 00:19:52,480 disaster, like even 911 happened a year or two after the.com 370 00:19:52,840 --> 00:19:55,180 bubble burst. So it's always, like, we always think it's some 371 00:19:55,180 --> 00:19:57,400 brand new thing, and there's this and there's that at the 372 00:19:57,400 --> 00:19:59,920 same time. But it's, there's always the double disaster. 373 00:20:00,540 --> 00:20:04,140 Faster. But even back when there was the Great Recession, a lot 374 00:20:04,140 --> 00:20:06,960 of people had that. Business owners, especially had that 375 00:20:06,960 --> 00:20:10,020 tendency to follow the pack. Right? They said, everything's 376 00:20:10,020 --> 00:20:12,660 going on a downturn. Let's just follow it. And at the time, I 377 00:20:12,660 --> 00:20:15,960 remember thinking, well, if people are losing their jobs, 378 00:20:16,080 --> 00:20:18,900 maybe they're looking into starting their own business, 379 00:20:18,900 --> 00:20:21,260 maybe finally, they're getting the kick in the pants that they 380 00:20:21,260 --> 00:20:24,860 need. And likewise, right now, if people are having to work 381 00:20:24,860 --> 00:20:28,940 from home, maybe that means it is time for them to adopt the 382 00:20:28,940 --> 00:20:32,180 new technology, or maybe answer the phones have these extended 383 00:20:32,180 --> 00:20:34,280 hours, like you're saying, there's still, there's still 24 384 00:20:34,460 --> 00:20:38,000 hours in a day. They might be at home, but nowadays, with Cloud 385 00:20:38,000 --> 00:20:41,200 phone systems, they can all be routed in there. And you made me 386 00:20:41,200 --> 00:20:44,740 think of there was a dentist in my town. I'll have to, after 387 00:20:44,740 --> 00:20:47,380 this call, send you a screenshot, but he posted a 388 00:20:47,380 --> 00:20:50,740 photo of himself wearing a mask outside his dentist office, and 389 00:20:50,740 --> 00:20:55,000 he said, we're still open, but we'll only take one person at a 390 00:20:55,000 --> 00:20:59,020 time, and we'll prioritize the emergency procedures, things 391 00:20:59,020 --> 00:21:02,340 like that. But that's a huge uncertainty right now, right? 392 00:21:02,400 --> 00:21:07,080 Who's open, who's who's doing what, what is safe to do, and as 393 00:21:07,140 --> 00:21:10,320 you, as you said there about reordering the messaging and the 394 00:21:10,320 --> 00:21:13,080 answering machine, I thought that is Spoken like a true 395 00:21:13,080 --> 00:21:16,440 copywriter, right? Because you don't just say someone goes to 396 00:21:16,440 --> 00:21:19,620 your website. You don't start with your company name or your 397 00:21:19,620 --> 00:21:22,820 website name. You start with an attention getting headline 398 00:21:22,820 --> 00:21:25,580 right, and you deliver some benefits. You say, here's what 399 00:21:25,580 --> 00:21:28,940 you want. And then maybe later on, then you introduce your 400 00:21:28,940 --> 00:21:31,460 website, your offer, your product, things like that. And I 401 00:21:31,460 --> 00:21:35,180 think that is that is a timeless, Evergreen marketing 402 00:21:35,240 --> 00:21:38,360 concept right there for us all to think about is think about 403 00:21:38,360 --> 00:21:41,320 the order of importance. If someone calls with an urgent 404 00:21:41,320 --> 00:21:44,800 issue. It's all about me. Deal with that first and then get to 405 00:21:44,800 --> 00:21:47,800 the less important things right. Now, the urgent thing is, Are 406 00:21:47,800 --> 00:21:51,460 you open during coronavirus? Or what's the deal with me going 407 00:21:51,460 --> 00:21:55,480 in? Is it safe? Deal with the urgent matter first and then 408 00:21:55,480 --> 00:21:58,480 deal with the less important things. Don't fall into that 409 00:21:58,480 --> 00:22:00,960 trap of least to most important? 410 00:22:01,320 --> 00:22:04,500 Kevin Donlin: Yeah, now there's a caveat there, which you which 411 00:22:04,500 --> 00:22:07,080 you said something off in my head, you got to be careful 412 00:22:07,080 --> 00:22:10,380 about urgency versus importance. So a lot right now, everything 413 00:22:10,380 --> 00:22:13,560 is urgent, right this, that and everything. We're all crazed. So 414 00:22:13,860 --> 00:22:16,320 remember that there are a lot of things that are urgent, but not 415 00:22:16,320 --> 00:22:19,980 everything is important. So you know, it's important to change 416 00:22:19,980 --> 00:22:23,780 your your voicemail greeting, if, if, if it's necessary. But 417 00:22:23,780 --> 00:22:26,180 Is it urgent? Well, you can let it go for a few days, fine, but 418 00:22:26,180 --> 00:22:29,060 you're going to lose sales. So it's important to do certain 419 00:22:29,060 --> 00:22:32,900 things, but it's not necessarily urgent. But the other side of 420 00:22:32,900 --> 00:22:35,240 that coin is there's a lot of urgent things that are 421 00:22:35,240 --> 00:22:38,060 unimportant, most email, you know, coronavirus or not, most 422 00:22:38,060 --> 00:22:41,140 email is not important. It just isn't. So you should certainly 423 00:22:41,140 --> 00:22:43,780 check it first thing in the morning and maybe midday, and 424 00:22:43,780 --> 00:22:46,900 maybe a few more times often than you used to. But you know, 425 00:22:47,200 --> 00:22:49,300 when you're diving into email and you think you're being 426 00:22:49,300 --> 00:22:51,820 productive nine times out of 10 you're not. It's just doing 427 00:22:51,820 --> 00:22:54,340 something that's urgent but not important. So never lose sight 428 00:22:54,340 --> 00:22:56,980 of the fact that there's a big difference between what's urgent 429 00:22:56,980 --> 00:22:59,320 and what's important, the same difference between what's 430 00:22:59,920 --> 00:23:04,200 effective versus what's efficient? You can be efficient 431 00:23:04,200 --> 00:23:07,380 to knock out 10 emails in 15 minutes, but was that effective? 432 00:23:07,620 --> 00:23:10,260 So never lose sight that principle is just timeless and 433 00:23:10,260 --> 00:23:13,740 good times are bad. So that's a bonus tip I'm throwing out. I 434 00:23:13,740 --> 00:23:18,180 guess it's not in any PDF. I say it over three and a half. We'll 435 00:23:18,180 --> 00:23:20,780 call it, yeah, three and a half. And I actually have another one, 436 00:23:20,780 --> 00:23:23,360 but we're gonna run out of time, so I think we can dive into 437 00:23:23,360 --> 00:23:25,280 number four here. I think, well, running 438 00:23:25,280 --> 00:23:27,440 Robert Plank: at a time was good because that leaves them wanting 439 00:23:27,440 --> 00:23:30,980 more. That will that will lead them to go and take that call to 440 00:23:30,980 --> 00:23:33,680 action, go to your website. And also, as we're following along, 441 00:23:33,800 --> 00:23:37,100 is there an easy way to plug that PDF document, maybe halfway 442 00:23:37,100 --> 00:23:39,500 through here, and we'll circle back around and plug it again, 443 00:23:39,500 --> 00:23:42,400 just that way we can read it while listening. Yeah. 444 00:23:42,400 --> 00:23:44,980 Kevin Donlin: So the place to go is my website, client cloning 445 00:23:44,980 --> 00:23:51,760 systems.com, www, dot client. Cloning systems.com, and just 446 00:23:51,760 --> 00:23:55,780 click on the link that says free playbook. That's I'm calling it, 447 00:23:55,780 --> 00:23:59,020 the seven ways to protect your business during coronavirus and 448 00:23:59,020 --> 00:24:01,860 thrive when it's over. It's an actual playbook. It's got these 449 00:24:01,860 --> 00:24:05,040 seven actions. I only have time for five today, but seven 450 00:24:05,040 --> 00:24:08,460 actions and five ways to apply each action, you come up with 35 451 00:24:08,700 --> 00:24:12,540 different plays that you can run to improve your business now and 452 00:24:12,540 --> 00:24:15,660 set yourself up for success when coronavirus is done. And that's 453 00:24:15,660 --> 00:24:17,820 available on my website, it's very easy to find 454 00:24:18,300 --> 00:24:20,300 Robert Plank: super cool and that way people can have have 455 00:24:20,300 --> 00:24:24,140 the visual learning plus the auditory they can see it while 456 00:24:24,140 --> 00:24:27,380 we are discussing it. We said number one, retain clients. 457 00:24:27,380 --> 00:24:30,680 Number two, be relevant. Number three, be available. What is 458 00:24:30,680 --> 00:24:31,400 number four? 459 00:24:31,460 --> 00:24:34,160 Kevin Donlin: So number four is offer more value than you ever 460 00:24:34,160 --> 00:24:37,760 have before. And now this is again, another idea that sounds 461 00:24:37,760 --> 00:24:40,720 good, and you may think this is not new, but you know, are you 462 00:24:40,720 --> 00:24:43,840 doing it? Take a hard look at your products and services and 463 00:24:43,840 --> 00:24:47,020 just ask yourself, Is this what can I do to make this more 464 00:24:47,020 --> 00:24:50,500 valuable? How can I add value? This is the the opposite, by the 465 00:24:50,500 --> 00:24:53,260 way, a lot of people are cutting their prices right now as a way 466 00:24:53,260 --> 00:24:55,720 to survive, and that's not going to help you and people. You're 467 00:24:55,720 --> 00:24:59,080 just training people to pay less when the crisis is over. So 468 00:24:59,140 --> 00:25:02,640 instead of cutting. Your prices add more value. How can you add 469 00:25:02,640 --> 00:25:04,920 more value? I'll give you the easiest way in the world is to 470 00:25:04,920 --> 00:25:08,460 offer payment plans. If you're selling anything over 100 bucks, 471 00:25:08,640 --> 00:25:12,840 consider a payment plan instead of, you know, $200 you can say 472 00:25:12,840 --> 00:25:16,800 two installments of 9950 right? And it's the same price, 473 00:25:16,800 --> 00:25:20,660 essentially 30 days apart. If your shopping cart software can 474 00:25:20,660 --> 00:25:23,600 process it, and almost everyone can. That's going to increase 475 00:25:23,600 --> 00:25:26,720 your sales. It's certainly going to make it easier to not lose 476 00:25:26,720 --> 00:25:29,540 sales, because everyone's conscious of their budget, and 477 00:25:29,540 --> 00:25:32,120 whether or not you add on a financing charge is your call. I 478 00:25:32,120 --> 00:25:36,260 never do, but I've seen, I see it all the time. There's a 479 00:25:36,320 --> 00:25:39,560 there's a very, very successful coach. He's selling something 480 00:25:39,560 --> 00:25:46,420 for $750 or two installments of 475, which works out to 950, 481 00:25:46,780 --> 00:25:50,920 excuse me, it's 375, so it's $100 finance charge, but you can 482 00:25:50,920 --> 00:25:54,880 pay it into installments. I myself almost never added an 483 00:25:55,180 --> 00:25:58,960 finance charge, but simply offering payment plans to people 484 00:25:59,200 --> 00:26:03,600 is going to increase your sales. It never fails to increase sales 485 00:26:03,600 --> 00:26:06,960 in good times and bad. So that's an easy way to add value instead 486 00:26:06,960 --> 00:26:09,960 of cutting your prices. Split your prices in two or three. 487 00:26:10,980 --> 00:26:14,400 Robert Plank: Yeah, and you're reminded me of a few years ago, 488 00:26:14,400 --> 00:26:17,700 I read a book called, I think was like the 21 Immutable Laws 489 00:26:17,700 --> 00:26:19,200 of marketing. You heard it 490 00:26:19,200 --> 00:26:21,560 Kevin Donlin: that way? Yeah? Jack trout and Al Reece. I 491 00:26:21,560 --> 00:26:24,260 believe it's like three years old. And 492 00:26:24,260 --> 00:26:26,360 Robert Plank: what stuck with that, with that, was that they 493 00:26:26,360 --> 00:26:29,600 said discounting is like a drug, right? You can just count one 494 00:26:29,600 --> 00:26:32,180 time, and you get a nice boost. You get a nice hit. But if you 495 00:26:32,180 --> 00:26:34,760 keep doing it, keep doing it, then next thing you know, your 496 00:26:34,760 --> 00:26:37,100 business keeps having to work harder just to get the same 497 00:26:37,100 --> 00:26:40,360 result. You don't want to do that. It's good short term, bad, 498 00:26:40,360 --> 00:26:45,040 long term and so, so, very easy, very doable. Instead of 499 00:26:45,040 --> 00:26:48,400 discounting, add value that way. You don't get hooked on that 500 00:26:48,400 --> 00:26:49,660 discount drug, avoid that. And 501 00:26:49,660 --> 00:26:51,280 Kevin Donlin: then, you know, let me throw another one at you 502 00:26:51,280 --> 00:26:55,180 again. This is an an easy one to do is simply add more 503 00:26:56,260 --> 00:26:59,860 information, add more training to whatever you're selling. And 504 00:26:59,860 --> 00:27:03,600 it can be as simple as a quick start, guide, or what to do now, 505 00:27:03,600 --> 00:27:06,960 guide. And I'm saying guide, I could it could be two pieces of 506 00:27:06,960 --> 00:27:10,620 paper, one piece of paper, a checklist. What can you add to 507 00:27:10,620 --> 00:27:13,320 your product or service to help the buyers use it more 508 00:27:13,320 --> 00:27:15,900 effectively? And chances are you already know this, because 509 00:27:15,900 --> 00:27:18,420 you're getting questions for people now they're saying you 510 00:27:18,420 --> 00:27:21,800 may call it an FAQ now, you may call it a fact now, but that is 511 00:27:21,800 --> 00:27:24,260 a low perceived value, frequently asked questions. 512 00:27:24,260 --> 00:27:27,080 We're sick of those. But if you call it a quick start, user 513 00:27:27,080 --> 00:27:30,980 guide with a little bit of an introduction, it's the same 514 00:27:31,400 --> 00:27:34,940 information, but it's repositioned as quick start, 515 00:27:34,940 --> 00:27:38,060 meaning I can get results faster. So take your FAQs or 516 00:27:38,060 --> 00:27:41,200 your facts, turn it into a printed guide and mail it to 517 00:27:41,200 --> 00:27:44,200 your buyers, either included in the box with whatever they're 518 00:27:44,200 --> 00:27:46,960 buying, or send it separately. And that gives you an excuse to 519 00:27:46,960 --> 00:27:50,980 reach out to a buyer buy mail after the purchase. And guess 520 00:27:50,980 --> 00:27:54,040 what you can include with your quick start guide, a bounce back 521 00:27:54,040 --> 00:27:56,740 offer for your next product or service. So you know, these 522 00:27:56,740 --> 00:27:59,800 things can all tie together, and they should dovetail with 523 00:27:59,800 --> 00:28:02,640 communications that set up the second, third and fourth sale, 524 00:28:02,820 --> 00:28:05,520 which is where the real profits are, by the way. So just create 525 00:28:05,520 --> 00:28:08,220 a some sort of information help people use your product or 526 00:28:08,220 --> 00:28:10,920 service more effectively. And that's another way to add value. 527 00:28:10,980 --> 00:28:11,820 Very easy to do 528 00:28:12,720 --> 00:28:16,260 Robert Plank: nice So, simple, simple, quick, easy, fast does 529 00:28:16,260 --> 00:28:19,560 not need to mean discounted. You add that simple extra bonus 530 00:28:19,560 --> 00:28:23,300 mate, and maybe that is how these customers, these clients, 531 00:28:23,300 --> 00:28:27,320 we have best learn right? If we have our two hour long video 532 00:28:27,320 --> 00:28:29,480 that are out sitting through that, but if you have the four 533 00:28:29,480 --> 00:28:32,960 page document that maybe doesn't give 100% of what the video has, 534 00:28:32,960 --> 00:28:35,900 but still shows the steps, has the checklist, has some 535 00:28:35,900 --> 00:28:39,320 screenshots, has those resources, maybe now they will 536 00:28:39,320 --> 00:28:42,880 get some results. And all of this here, I feel like people 537 00:28:42,940 --> 00:28:46,900 listening or watching are feeling the results they would 538 00:28:46,900 --> 00:28:49,720 get from you as Mr. Marketing multiplier, right? There are a 539 00:28:49,720 --> 00:28:52,420 lot of things that people are doing correctly, but maybe they 540 00:28:52,420 --> 00:28:56,980 need a few little tweaks, or maybe add a few extra add ons, 541 00:28:57,100 --> 00:29:00,480 things like retaining clients, being relevant, being available, 542 00:29:00,660 --> 00:29:04,020 and offering more value than they ever have offered before, 543 00:29:04,140 --> 00:29:08,340 and now to bring it home to give us the big, massive finale. What 544 00:29:08,340 --> 00:29:10,440 is number five of five? Mr. Kevin Donlin, 545 00:29:10,500 --> 00:29:13,020 Kevin Donlin: the number five is completely unexpected, but it's 546 00:29:13,020 --> 00:29:16,740 take care of you, because you have to carry your brain around 547 00:29:16,740 --> 00:29:20,040 all day. And I can promise you that most of us are frazzled 548 00:29:20,040 --> 00:29:24,560 right now we're one more coffee away from exploding, and we're 549 00:29:24,620 --> 00:29:28,700 burning out, and you've got even Winston Churchill during World 550 00:29:28,700 --> 00:29:31,160 War Two. Used to go to his country house on occasion. It 551 00:29:31,160 --> 00:29:34,160 wasn't every weekend, but he would go away and paint during 552 00:29:34,160 --> 00:29:37,880 World War Two. So you need to take care of you. I'm a big 553 00:29:38,060 --> 00:29:41,860 proponent of physical fitness. As I get older, it gets more 554 00:29:42,220 --> 00:29:47,320 important. So in my PDF, I lay out some things if you do 555 00:29:47,320 --> 00:29:50,440 nothing else, then get out of your office and walk for 20 556 00:29:50,440 --> 00:29:54,400 minutes a day. Not only will that freshen you up physically, 557 00:29:54,640 --> 00:29:56,980 but it's going to when you get away from your desk. I can't 558 00:29:56,980 --> 00:30:00,900 tell you how often my best ideas come a. Way from my desk, and 559 00:30:00,900 --> 00:30:03,360 I'm sure you're the same way. They come in the shower. They 560 00:30:03,360 --> 00:30:05,640 come when you're waiting for something in the microwave, but 561 00:30:05,640 --> 00:30:07,920 oftentimes they're going to come when you're engaging in some 562 00:30:07,920 --> 00:30:10,500 sort of physical activity. We all have our phones with us 563 00:30:10,500 --> 00:30:13,200 anyway, so if you get an idea while you're out walking, just 564 00:30:13,200 --> 00:30:16,620 dictate it or make a note or send yourself an email, but just 565 00:30:16,620 --> 00:30:20,040 get out of your office and at least 20 minutes of exercise a 566 00:30:20,040 --> 00:30:24,020 day. I do. I'm a big fan of what's called hit high intensity 567 00:30:24,020 --> 00:30:26,840 interval training workouts. They're typically 1520, 25 568 00:30:27,020 --> 00:30:30,260 minutes long. You can get a lot done, and you can Google it, and 569 00:30:30,260 --> 00:30:34,160 it's in my PDF, but quick little workouts like that, you've got 570 00:30:34,160 --> 00:30:36,500 energy for the rest of the day. And the most successful 571 00:30:36,500 --> 00:30:39,800 entrepreneurs I know in good times or bad, they're also in 572 00:30:39,800 --> 00:30:42,100 some of the best physical condition. You don't have to 573 00:30:42,100 --> 00:30:44,500 look like a bodybuilder, but you've just got to take care of 574 00:30:44,500 --> 00:30:47,560 yourself. Hydration, sleep, those are the two biggies, 575 00:30:47,560 --> 00:30:51,520 especially sleep. One thing I've been trying to do, and I've just 576 00:30:51,520 --> 00:30:55,540 had a bad couple of days, but for a long time, I was sleeping 577 00:30:55,540 --> 00:30:58,720 with my phone in the other room completely turned off. And I 578 00:30:58,720 --> 00:31:01,020 can't tell you how many good nights of sleep I've had during 579 00:31:01,020 --> 00:31:04,380 this crisis, because I just went back to, you know, we didn't 580 00:31:04,380 --> 00:31:07,080 always sleep with our phones. You say it's your alarm clock, 581 00:31:07,440 --> 00:31:10,740 but you end up checking the news or the weather at 3am when you 582 00:31:10,740 --> 00:31:14,040 wake up, and then you've got, you know, that that blue light 583 00:31:14,040 --> 00:31:17,280 hitting your eyes, waking you up, and you've it's just, it's 584 00:31:17,280 --> 00:31:20,360 just, there's really no good thing that comes from sleeping 585 00:31:20,360 --> 00:31:24,140 with your phone, it disrupts your sleep 11 ways to Sunday. So 586 00:31:24,140 --> 00:31:26,840 all these little things that you think you've heard before and 587 00:31:26,840 --> 00:31:29,900 you may have heard before, my question to you for this, this 588 00:31:29,900 --> 00:31:32,360 idea about taking care of yourself and anything, are you 589 00:31:32,360 --> 00:31:34,820 really doing these things? Are you doing these things? Probably 590 00:31:34,820 --> 00:31:38,120 not. And so nobody's perfect. I'm not perfect. But if you can 591 00:31:38,120 --> 00:31:41,140 just make progress in these five areas and the two more in the 592 00:31:41,140 --> 00:31:44,500 PDF that you can download, you can see some exponential process 593 00:31:44,620 --> 00:31:47,680 progress in your business, and you can see some real growth. I 594 00:31:47,680 --> 00:31:50,620 mean, there's a tremendous opportunity during this downturn 595 00:31:50,620 --> 00:31:54,280 right now, because up to half your competition is going to be 596 00:31:54,280 --> 00:31:56,860 out of business. It's going to just decimate industry after 597 00:31:56,860 --> 00:32:01,140 industry. And if you're able to plug through and get through 598 00:32:01,140 --> 00:32:04,020 this, you can just clean up. You can be taking other people's 599 00:32:04,020 --> 00:32:07,800 clients, because they're just not going to be there. I'm 600 00:32:07,800 --> 00:32:10,440 getting emails. And then I'm going to wrap up in a second. 601 00:32:10,440 --> 00:32:14,400 I'm getting emails weekly from desperate entrepreneurs. What do 602 00:32:14,400 --> 00:32:17,100 I do? What do I do? And I can just look at these people, and I 603 00:32:17,100 --> 00:32:19,980 can just see them working at Walmart in six months, I just 604 00:32:19,980 --> 00:32:24,440 don't see him succeeding. And so let me throw a bonus idea at 605 00:32:24,440 --> 00:32:28,700 you. I hate to ramble there, but I just got this. It's too new 606 00:32:28,700 --> 00:32:31,940 for the PDF, but I was just speaking to a very successful 607 00:32:31,940 --> 00:32:35,600 client of mine yesterday. He said the big thing that he did, 608 00:32:35,600 --> 00:32:39,680 he started his business during a bad recession in the 80s, and 609 00:32:39,680 --> 00:32:42,460 businesses were closing around town. He said Main Street was 610 00:32:42,460 --> 00:32:45,340 deserted. It reminded him of a lot of right now. No one was 611 00:32:45,340 --> 00:32:47,920 going shopping. No one had any money. They weren't quarantined, 612 00:32:47,920 --> 00:32:50,620 but no one had any money. He said the main thing he did was 613 00:32:50,620 --> 00:32:55,120 he'd never assumed that everyone was broke. He never and Harvey 614 00:32:55,120 --> 00:32:57,580 McKay has said this a couple times. Harvey McKay, the sales 615 00:32:57,580 --> 00:33:01,200 guy, used to say, Never say no for the other guy. Never say no 616 00:33:01,200 --> 00:33:03,840 for the other guy. And what my client was saying was similar. 617 00:33:03,900 --> 00:33:07,140 Never assume that the other guy is broke. Never assume that your 618 00:33:07,140 --> 00:33:10,140 clients or customers don't have money because there is money out 619 00:33:10,140 --> 00:33:13,260 there. And I've said this before a couple of times, that there is 620 00:33:13,260 --> 00:33:16,200 money out there. And if you don't assume that they're broke, 621 00:33:16,200 --> 00:33:18,300 if you assume that you're talking to someone now, or you 622 00:33:18,300 --> 00:33:20,960 will be today, who's got the money, who can afford you. 623 00:33:20,960 --> 00:33:23,480 You're going to find those people. But if you assume that 624 00:33:23,480 --> 00:33:25,880 everyone's broken, no one's buying and you're just going to 625 00:33:25,880 --> 00:33:29,180 curl up under your desk, you'll be out of business. So as Harvey 626 00:33:29,180 --> 00:33:32,360 McKay would say, don't say no for the other guy. Just find 627 00:33:32,420 --> 00:33:36,800 upgrade your clients that money is out there, look for it, adapt 628 00:33:36,800 --> 00:33:39,440 your products and services accordingly, and you can get 629 00:33:39,440 --> 00:33:40,040 through this 630 00:33:41,120 --> 00:33:44,020 Robert Plank: awesome i love it. I mean, this has been, as usual, 631 00:33:44,080 --> 00:33:47,500 a complete brain dump. This is the kind of so people need to 632 00:33:47,500 --> 00:33:52,600 listen back to four or five times just to get to, even to to 633 00:33:52,600 --> 00:33:56,020 get 100% of the valuable content right, like they listen to it 634 00:33:56,020 --> 00:33:58,420 one time, they get some actionable items to go and do 635 00:33:58,420 --> 00:34:01,080 things, go back after implementing listen again and 636 00:34:01,080 --> 00:34:04,680 again. And the thing that I'm hearing from all these pieces of 637 00:34:04,680 --> 00:34:07,740 advice from retaining clients, being relevant, being available, 638 00:34:07,740 --> 00:34:12,360 offer more value and take care of you, is don't fall into the 639 00:34:12,420 --> 00:34:16,620 self sabotage, self fulfilling prophecy trap, right? Like, 640 00:34:16,620 --> 00:34:19,680 like, especially that final bullet point there, that bonus, 641 00:34:19,680 --> 00:34:22,880 is assuming that just no one will buy. Well, if you assume 642 00:34:22,880 --> 00:34:27,320 that, then you're guaranteed to get the outcome of your business 643 00:34:27,320 --> 00:34:30,620 going under, of not landing your sale, of not of not getting that 644 00:34:30,620 --> 00:34:35,360 having that purchase made. Why why guarantee that outcome? Why 645 00:34:35,360 --> 00:34:40,120 not go for what could happen? Why Not Be positive, be 646 00:34:40,120 --> 00:34:43,900 optimistic. Because if, if you're just being being Mr. 647 00:34:43,900 --> 00:34:47,140 Downer, being Mr. Pessimist, then how who is that serving? 648 00:34:47,140 --> 00:34:50,500 That is serving no one and but that is a very good piece of 649 00:34:50,500 --> 00:34:53,440 advice, because even before we started recording us thinking 650 00:34:53,440 --> 00:34:55,840 about the beautiful weather outside, you talked about your 651 00:34:55,840 --> 00:34:59,380 beautiful weather outside, there are still positive things, and 652 00:34:59,380 --> 00:35:02,820 there's always. Is that that self care aspect of don't forget 653 00:35:02,820 --> 00:35:07,320 to exercise and hydrate and move your body around just because 654 00:35:07,380 --> 00:35:10,560 there is some doom and gloom, which I mean, there always will 655 00:35:10,560 --> 00:35:13,620 be some doom and gloom somewhere out in the world, even if it's 656 00:35:13,620 --> 00:35:18,240 not recession time. Why let that, that tiny SPECT get to you 657 00:35:18,240 --> 00:35:21,560 when you can focus on you, when you can do the best you can when 658 00:35:21,560 --> 00:35:26,420 you can use this time smartly and strategically to make your 659 00:35:26,420 --> 00:35:28,880 business the best that it can be. And like we said at the 660 00:35:28,880 --> 00:35:31,820 beginning, some people are maybe, maybe their existing 661 00:35:31,820 --> 00:35:34,340 business will go under. Maybe some competitors business will 662 00:35:34,340 --> 00:35:37,040 go under and you can buy it at a discount. Maybe some people will 663 00:35:37,040 --> 00:35:39,800 be knocked out of their career path, and it's time to become 664 00:35:39,800 --> 00:35:44,440 that entrepreneur thing. The guarantee here is that things 665 00:35:44,440 --> 00:35:48,340 will change, but I think it's up to us to decide if it will be a 666 00:35:48,340 --> 00:35:51,820 bad change, or if it'll be start as a bad change that we can then 667 00:35:51,820 --> 00:35:53,080 turn into something good. 668 00:35:53,800 --> 00:35:56,560 Kevin Donlin: It's kind of like, I liken this to a divorce or, 669 00:35:57,160 --> 00:36:01,200 you know, recovering from cancer or a bankruptcy. You're going to 670 00:36:01,200 --> 00:36:04,560 be considering options you never would have otherwise. It's just 671 00:36:04,560 --> 00:36:08,580 very painful. And in some cases, you know, lots of good can come 672 00:36:08,580 --> 00:36:11,460 from those bad experiences. And I think this is just another bad 673 00:36:11,460 --> 00:36:14,040 experience, and you have a choice. You don't want something 674 00:36:14,040 --> 00:36:16,860 good to come from it. You can do that if you want to curl up in a 675 00:36:16,860 --> 00:36:22,760 ball under your desk, and, you know, be working, you know, at a 676 00:36:22,760 --> 00:36:27,020 casino as a greeter, or, you know, whatever, you can do that 677 00:36:27,020 --> 00:36:30,320 too, and you can go out of business. Or you can just pull 678 00:36:30,320 --> 00:36:33,980 the positives from this and make the difficult decisions, the 679 00:36:33,980 --> 00:36:37,340 difficult adaptations you would not have otherwise done. And 680 00:36:37,340 --> 00:36:39,080 that's the opportunity that I see. 681 00:36:39,920 --> 00:36:42,940 Robert Plank: Well, okay, well, it is Charles Darwin time. Do 682 00:36:42,940 --> 00:36:46,420 you want to be the Neanderthal and die? Or do you want to be 683 00:36:46,420 --> 00:36:50,320 the homo sapien and invent the wheel and invent fire and 684 00:36:50,320 --> 00:36:53,080 survive? Well, this is the time when change will happen. 685 00:36:53,260 --> 00:36:58,780 Everyone can and should go to client cloning systems.com and 686 00:36:58,780 --> 00:37:02,820 click on that link to devour, not just download, not just 687 00:37:02,820 --> 00:37:07,980 read, but but, you know, eviscerate, claw to pieces this 688 00:37:07,980 --> 00:37:11,400 free playbook, so that way we know what we can and should be 689 00:37:11,400 --> 00:37:14,940 doing for our own business or for the clients we will be 690 00:37:14,940 --> 00:37:19,140 landing. Get that free playbook and check out those seven tips, 691 00:37:19,140 --> 00:37:22,280 because we just we covered five plus. There was a three and a 692 00:37:22,280 --> 00:37:25,820 half plus there was a five plus in there. But so you get that 693 00:37:25,820 --> 00:37:28,400 plus you get this. I mean, man, what an eight and a half. 694 00:37:28,400 --> 00:37:31,160 Kevin Donlin: I think that's the metric equivalent eight and a 695 00:37:31,160 --> 00:37:32,420 half, instead of seven, 696 00:37:32,420 --> 00:37:34,280 Robert Plank: eight and a half of them. Maybe when they they 697 00:37:34,280 --> 00:37:36,680 read it, they'll get, like, one or two of their own ideas that 698 00:37:36,800 --> 00:37:40,280 spring forth from that so many cool things, so client cloning 699 00:37:40,280 --> 00:37:44,380 systems calm. And if people like what they see in their PDF, if 700 00:37:44,380 --> 00:37:46,900 they want to take that next step, what is the next step? Is 701 00:37:46,900 --> 00:37:51,760 it to call you, fill out a contact form? How do they then 702 00:37:51,880 --> 00:37:55,840 deepen this relationship with you after devouring the PDF, 703 00:37:56,080 --> 00:37:56,320 after 704 00:37:56,320 --> 00:37:58,120 Kevin Donlin: you download the PDF, actually there's a thank 705 00:37:58,120 --> 00:38:00,600 you page, and you have two options. You can download and 706 00:38:00,600 --> 00:38:04,380 read the PDF right there. And you can also click on my there's 707 00:38:04,380 --> 00:38:07,080 a link to apply for a phone call with me, a 20 minute problem 708 00:38:07,080 --> 00:38:09,960 solving session. So I thought ahead. And that is also 709 00:38:09,960 --> 00:38:12,720 available if you, if you, if you like these ideas and you want to 710 00:38:12,720 --> 00:38:15,660 discuss your business, no cost, no obligation. I just like to 711 00:38:15,660 --> 00:38:18,240 exchange ideas with folks. There's an application you can 712 00:38:18,240 --> 00:38:20,840 complete, and if you qualify, if it seems like it's a good fit. 713 00:38:21,080 --> 00:38:23,600 I'll send you my schedule link, and you and I can talk for 20 714 00:38:23,600 --> 00:38:26,420 minutes by phone, and it'll be a very personal version of what 715 00:38:26,420 --> 00:38:27,320 you're seeing right now. 716 00:38:27,980 --> 00:38:30,500 Robert Plank: Well, fantastic. Well, it is always a pleasure. 717 00:38:30,740 --> 00:38:34,700 My mind always just like, burns up like a bonfire. Every time 718 00:38:34,700 --> 00:38:37,940 that we we have a conversation, you give me all these cool 719 00:38:37,940 --> 00:38:41,320 reminders. Like, since we last talked, I wrote a book just by 720 00:38:41,320 --> 00:38:44,440 going out on walks and taking my phone and typing a few sentences 721 00:38:44,440 --> 00:38:46,960 here and there on Google documents. You take a few walks 722 00:38:46,960 --> 00:38:49,900 a few weeks, next thing you know, you have that that book or 723 00:38:49,900 --> 00:38:53,140 that sales letter or that offer or that email. You have it 724 00:38:53,140 --> 00:38:58,240 figured out. And so it is time for all of us to maybe not not 725 00:38:58,240 --> 00:39:01,740 overload ourselves or not stress out, or not lose any sleep, but 726 00:39:01,740 --> 00:39:06,540 use this time to reflect and pivot and reposition and make 727 00:39:06,540 --> 00:39:09,540 our business and make our future what it can and should be. The 728 00:39:09,540 --> 00:39:13,140 place to go is client cloning systems.com and thanks so much, 729 00:39:13,140 --> 00:39:16,560 Mr. Kevin for stopping by. I'm sure we'll catch up after this 730 00:39:16,560 --> 00:39:19,800 virus is all over. In a couple of years, maybe we'll be at show 731 00:39:19,800 --> 00:39:25,100 1000 or so, and we'll get some more, aha, some more really 732 00:39:25,100 --> 00:39:30,620 cool, simple but often ignored, but also doable, but also 733 00:39:30,620 --> 00:39:33,680 powerful ideas. And I always appreciate you stopping by and 734 00:39:33,860 --> 00:39:37,700 and just impressing us very much with your wisdom here. Thank 735 00:39:37,700 --> 00:39:39,320 Kevin Donlin: you so much. Robert, it was great to chat 736 00:39:39,320 --> 00:39:41,320 with you again. Look forward to doing again soon. 737 00:39:44,800 --> 00:39:47,440 Robert Plank: Did you leave us a quick review on iTunes? Yet it's 738 00:39:47,440 --> 00:39:50,320 quick and easy. Just go to marketer of the day.com/itunes 739 00:39:52,120 --> 00:39:56,320 click the View in iTunes button, and we would be very grateful.