Marketing Speak

Angela Lin, a LinkedIn expert, consults on delivering qualified leads and referrals. Since 2010, she has helped clients grow their sales to professionals and management. She has created a system for reaching out to contacts and building relationships with them, which she shares in detail in this conversation. In addition to her work as a LinkedIn consultant, Angela is the bestselling author of the 2016 book 50 LinkedIn Power Tips: The Secret System to Consistently Generate Leads, Book Appointments and Increase Sales for Your Business in Less Time. She has also had TV appearances on stations including Fox News, CBS, ABC, and NBC. Find Out More About Angela Here: Angela Lin on LinkedInSocialmedia4hire.com50 LinkedIn Power Tips: The Secret System to Consistently Generate Leads, Book Appointments and Increase Sales for Your Business in Less Time In This Episode: [01:36] - Angela starts things off by offering us a glimpse into what LinkedIn really is. [02:42] - How do you reach out to people on LinkedIn without coming across as a spammer? [05:18] - We learn the three components involved in getting someone to connect with you on LinkedIn. [06:54] - Angela typically sends invites through desktop LinkedIn rather from the mobile version. She explains how this offers different options to explain how you know them. [08:17] - If you use the “friend” option for someone you don’t know, don’t you run the risk of being reported and then kicked off LinkedIn? [09:51] - Angela talks about the process of when to talk to the person you’re contacting about the reason you’re contacting them. [11:19] - Does Angela typically connect her clients with her other LinkedIn contacts? [12:46] - We hear more about Angela’s four-part message series. [18:44] - The third message is the first one that’s significantly longer, and serves the purpose of building credibility. Angela explains the components it should contain. [21:50] - The fourth message is quicker than people think, Angela explains, and discusses what it is. [24:14] - How can you use this strategy to reach out to lots of people, since it sounds fairly time-intensive? Angela offers her advice, along with a warning against automating the process too much. [28:56] - Angela offers her suggestions for how to find people to invite to connect with you on LinkedIn. She also discusses premium search filters. [32:44] - Which premium version of LinkedIn does Angela recommend? She answers, then goes on to discuss the price difference between various plans. [34:45] - We learn more about the benefits of premium LinkedIn accounts. [40:18] - Angela talks about the option of paid advertising on LinkedIn. [43:25] - Should you try to do outreach campaigns with your current LinkedIn network, or focus on making new connections? [46:14] - Does Angela have an example case study that she’s proud of and wants to share with listeners? [48:46] - Angela recommends going to linkedbusinessaccelerator.com to get an example of the case studies she’s mentioned. She also offers a webinar at linkedbusinessaccelerator.com/webinar. [49:45] - How can you get your existing LinkedIn network connections onto your email list? Angela offers several different strategies. [53:14] - We hear about what you should include in the LinkedIn article or blog post you send your contacts. [53:44] - Angela talks about creating your own LinkedIn groups, and what the benefits are. [58:03] - How should you handle spammers, or potential spammers, in a group that you’ve created? [59:41] - Having a professional photo is one of Angela’s top recommendations for creating a great LinkedIn profile. After this tip, she goes on to provide other advice for how to optimize your profile. [64:10] - How do you ask for skill endorsements on LinkedIn? Angela suggests starting by reaching out to current and past clients. [65:21] - You want to ask for recommendations as well, Angela explains, and gives advice for how to do so. Links and Resources: Angela Lin on LinkedInSocialmedia4hire.com50 LinkedIn Power Tips: The Secret System to Consistently Generate Leads, Book Appointments and Increase Sales for Your Business in Less TimeLinkedIn ProfessionalClint Arthurlinkedbusinessaccelerator.comlinkedbusinessaccelerator.com/webinar

Rachel Hanfling is an Emmy-nominated TV producer, international keynote speaker, and media and communication consultant who spent two decades producing for some of the nation’s biggest names. She produced at the Oprah Winfrey Show for almost a decade, then became one of the core producers at Anderson Cooper’s show Anderson. During her time producing for these shows, Rachel was known for finding and nurturing highly sensitive guests such as domestic violence survivors. She also excelled at producing power players including Hillary Clinton, Ryan Seacrest, and many more. Most recently, she co-created and co-executive produced a special called 7 Little Johnstons on Oprah Winfrey’s network OWN. Find Out More About Rachel Here: rachelhanfling.comRachel Hanfling on LinkedIn@RachelHanfling on Twitter@RachelHanflingMediaConsultant on Facebook In This Episode: [01:22] - What exactly is media training, and why do you need it? In her answer, she reveals that one should think strategically about media from the beginning, not wait until you already have media attention. [03:39] - Rachel explains more about what media training is exactly. [05:52] - We hear an example of  details that can ruin a whole interview if not there. [08:16] - There are two main dangers to preparing specific answers: 1. You might not prepare for the right questions. 2. It will sound canned and won’t resonate with your process. [09:24] - Rachel talks about what a pre-interview is. [12:46] - When someone in the media calls unexpectedly, should you put off the call (for a few minutes or a few hours) to give yourself time to prepare? Rachel’s answer is that you should only do this if there are factors that would interfere with the call currently. If you’ve done your homework in advance, you should be ready to go at any time. [15:14] - Rachel talks us through the processes of finding potential guests for Oprah’s show. [17:16] - If you aren’t the best fit for what the producer is looking for, should you suggest someone else for them to contact? In her answer, Rachel emphasizes the importance of trust and relationship-building. [19:40] - What should you do with the various pitches that you should have prepared? [21:44] - Rachel discusses the importance of having previous TV clips when trying to get on a big show like Oprah. She reveals that it’s not absolutely necessary, but definitely helpful. [23:20] - How would Rachel suggest somebody should get started in making media appearances? [24:58] - We hear about how relationship-building led to Rachel being on Brendon Burchard’s stage. [26:06] - Rachel talks about the differences in preparing for various kinds of appearances. What’s the same throughout, she explains, is your messaging. [29:20] - Dealing with a remote camera situation is tough, because there’s no human connection, Rachel explains. She shares her thoughts on how to make the best of this situation. [31:20] - What should you wear if you’re sitting versus if you’re standing? [33:03] - Rachel gives some advice on how to sit during an appearance. [34:07] - What are some of the hooks you should offer a journalist or a producer? When you’re trying to get any kind of media attention, you need to pay attention to what’s going on in the world, Rachel answers. She then talks about promoting yourself with hooks. [37:14] - Stephan asks Rachel if she has any horror stories to share about the pre-interview process. She deftly avoids giving a specific answer, while still providing a great tip: don’t confuse talking about your product with delivering something that could be useful to media. Think about the opposite perspective of Toby Keith’s song I Wanna Talk About Me, she advises. [41:19] - Rachel talks about providing value. [42:23] - We hear Rachel’s thoughts on having a book published as it relates to TV appearances and media attention. [43:59] - Stephan starts a mock pre-interview process with Rachel, and they roleplay the parts. [47:02] - With the roleplaying over, Rachel critiques Stephan’s performance and gives insight into how his answers relate to what she’s been saying. Her biggest tip to him is to sound excited and passionate. [49:50] - Stephan responds to Rachel’s critique. She then points out that the more energy and enthusiasm you can show, the better (up to a point!). [51:32] - In relation to having energy in your voice, Stephan talks about having recently interviewed Roger Love on his other podcast, The Optimized Geek. You can hear that conversation here. [52:05] - How could somebody work with Rachel? She has a course on her website, Rachel Hanfling’s Media Power Plan. She also coaches people on various aspects of media attention, public speaking, and communications. Links and Resources: rachelhanfling.comRachel Hanfling on LinkedIn@RachelHanfling on Twitter@RachelHanflingMediaConsultant on Facebook7 Little JohnstonsOWN Brendon BurchardI Wanna Talk About Me by Toby KeithRoger LoveThe Optimized GeekRachel Hanfling’s Media Power Plan

The incredible Sally Hogshead has done it all. She’s a branding expert who founded her own ad agency in her 20s and has worked with prestigious companies like Nike, Godiva, and MINI Cooper. She’s also the author of two New York Times bestselling books, Fascinate and How the World Sees You. In this conversation, it becomes very clear that she also has a deep, nuanced understanding of human nature and communication. She explores how your personality and goals should shape the message you share with the world, and how having all these things in alignment offers the potential for a more powerful message. This conversation previously aired as episode 44 on my other podcast, The Optimized Geek, but it’s so great I had to share it with my Marketing Speak listeners too! With that said, though, I suggest checking out The Optimized Geek if you aren’t already a regular listener. You’ll learn many tips, strategies, and methods to transform your life, body, and health. Find Out More About Sally Here: @SallyHogshead on TwitterHogshead on Facebookhowtofascinate.com In This Episode: [04:06] - Sally starts off by emphasizing the importance of making sure we have the same understanding of words. She then shares her definition of the word “brand” and gives a couple of examples. These days, she says, everything we do is either adding value to or damaging our brand. [07:31] - Next, Sally gives us a look “inside the golden hallways of a high-end ad agency” by discussing the example of MINI Cooper. She then discusses how this relates to smaller companies, entrepreneurs, and solopreneurs. [10:04] - We learn what the term “anthem” means in advertising through several examples. [11:23] - Stephan shares his own example of an anthem. [14:19] - Sally takes a moment to rave about the experience of helping brands find the right words to describe themselves. She then explains that all communication can be put into seven different categories and gives some insight into how this applies to brands. [17:58] - Stephan offers LifeLock as an example of an alert brand. Sally agrees with his assessment, and elaborates on it. She then explains that  these seven categories apply to people too, with each of us having a primary advantage. [21:35] - Does Sally have any processes or tips for stepping into our best selves? She starts her answer by offering an example of needing to balance a trust company with an innovation message. She then offers three recommendations. [27:28] - In response to Sally’s client “Mountain Dew” anecdote, Stephan shares a story of his own on connecting with a client whose internal and external messages were incongruent. [29:47] - Sally talks about the terms “quicksand” and “wellspring.” A wellspring is a situation that allows you to fully apply your natural advantages. For Sally, that’s sitting down and writing headlines or short-form copy. Quicksand, on the other hand, is something that takes a disproportionate amount of energy and doesn’t allow you to show up at your best. [32:37] - Sally applies these concepts to a completely different type of personality: Dan Kennedy. His wellspring is being able to sit and think through concepts intensely. His quicksand is emotional connection in which he has to fake interest or hug strangers. Jay Abraham’s wellspring is coming up with nonlinear ideas very rapidly. His quicksand is micromanaging his own thinking and following a formalized script, or going through details in a way that doesn’t allow creative freedom. [34:23] - Stephan takes a moment to talk about flow and being in a flow state. He then shares his own wellspring and strengths. His quicksand, he reveals, lies in details. He then discusses the finite nature of willpower. [39:05] - This time, Sally asks Stephan a question: when we’re working on something that requires a tremendous amount of willpower, does that lead to unhealthy behaviors? They discuss willpower, the allocation of time, and abstinence versus moderation. [43:43] - We hear Sally’s thoughts about hiring people based on their wellspring and quicksand. She recommends having people take the Fascination Advantage Assessment (free to Marketing Speak listeners with the code “GEEK”), then gives examples of how to use this when managing people. [47:56] - Is Sally a speaker who writes or a writer who speaks? Her answer reveals that you aren’t necessarily wired one way or the other, but something that can change depending on our experiences and what we practice. [50:38] - Sally shares another perspective on this question, framing it in a more conceptual way. [52:41] - Stephan explains how to get Sally’s free gift (howtofascinate.com/you code: geek) [53:17] - We learn more about the Fascination Advantage Assessment, which takes about three minutes and tells you about how the world sees you at your best. [55:21] - Sally has two training programs: one for personal brands and one for businesses. She talks more about the programs she offers. Her Fascination Business System is for people who don’t have the budget to hire an agency, but understand the need to differentiate themselves. [57:12] - To wrap things up, Sally shares a final parting thought: the world isn’t changed by people who sort of care. You have to passionately care and find something that fascinates you and allows you to become fascinating. Links and Resources: @SallyHogshead on TwitterHogshead on Facebookhowtofascinate.comDan KennedyJay AbrahamFlow by Mihaly CsikszentmihalyiThe Rise of Superman by Steven KotlerStrengths Finder TestFascination Advantage AssessmentRobert Allen

Annie Cushing proudly proclaims her love for data and analytics so much so that she’s even  embraced the nickname Annielytics. In addition to data itself, one of her great loves is teaching other marketers how to “sexy up” their data. She has created a wonderful collection of tools and templates, of which perhaps the best known is her document “Hundreds of Tools for Marketers.” In addition, she’s a frequent speaker at conferences such as Pubcon, MozCon, and SMX. Find Out More About Annie Here: Annielytics.com@Annielytics on Facebook@AnnieCushing on Twitter In This Episode: [01:47] - Annie talks about one of the most frequent problems she sees with analytics, and how this involves Google Analytics leaving the average marketer behind in some ways. [05:28] - We learn about campaign tagging in more depth, and Annie gives a couple examples of  “gotchas” that give many people problems with routing correctly. [10:51] - Annie goes on to explore exactly how devastating the effects of mistakes in campaign tagging can be. She then discusses another potential problem. She also talks about what she considers an oversight: there isn’t a channel for “paid social” on Google Analytics. [14:22] - In response to Stephan’s elaboration on the problems with tracking paid social, Annie expands again on the importance of doing so correctly. [16:07] - What would be some good goals to set? In her answer, Annie explores the importance of tracking micro conversions. [23:43] - Annie talks about the “not provided” keyword data. [24:30] - Stephan and Annie take a step back and explore what “not provided” keyword data is, in case listeners aren’t familiar with the topic. She recommends going into the channels report (under “acquisition” and then “all traffic”) for valuable information. [30:55] - Stephan talks about what Google Search Console is, and what it can do. He then mentions the option of using a tool such as Rank Ranger. [32:25] - Does Annie use a tool such as Rank Ranger to access data, or does she do it by hand? As part of her answer, Annie discusses the value of Cyfe. [35:22] - Annie talks about Google’s Content Experiments, for which she says she hasn’t seen a high adoption rate. [37:53] - The difference between the popularity of Content Experiments and Optimizely is quite large (with Optimizely as the clear leader), Annie explains. [39:02] - We hear Annie’s thoughts on Tag Manager. She explains some problems with it, but ultimately concludes that the benefits outweigh the disadvantages. [45:02] - Annie explains what she provides in her audits, and acknowledges that most people don’t love data as much as she does. [50:12] - Is changing the dashboard inside Google Analytics part of Annie’s process when she’s working with her clients? [55:40] - Annie addresses the question of her availability and how to get in touch with her. Links and Resources: The Definitive Guide to Campaign Tagging in Google AnalyticsHow to Track Social Ads in Google AnalyticsThe Definitive Guide to Channels in Google AnalyticsGoogle Search ConsoleRank RangerCyfeContent ExperimentsOptimizelyDan SirokerTag Manager

Today’s guest, Rob Kosberg, has an impressive list of credentials. He’s a two-time international bestselling author who has been featured on ABC, NBC, CBS, Fox, and more -- in addition to having had his own radio show. What he does now is, perhaps, even more interesting: through his company Best Seller Publishing, he offers a revolutionary hybrid ghostwriting system that lets entrepreneurs, coaches, consultants, and other professionals write a book in their authentic voice without doing the writing personally. What’s more, he guarantees that the resulting book will become a bestseller. Find Out More About Rob Here: bestsellerpublishing.org (and bestsellerpublishing.org/apply) robkosberg.comRobKosbergCoaching on Facebook@RobKosberg on Twitter In This Episode: [01:31] - If you don’t have a book, how do you create one? If you do, how do you turn it into a bestseller? In his answer, Rob gives more insight into how his company works and discusses the biggest challenge people have with creating content -- as well as how he gets around this challenge. [06:45] - Malcolm Gladwell does a great job of engaging people in his books such as Outliers, Rob explains, by keeping the loop open long enough to keep readers’ attention. [07:26] - On average, an author Rob works with creates about one chapter of content per week in about an hour to an hour and a half, so a book can be done in a couple of months. [08:40] - Rob discusses how Taki Moore went through the process of creating his book, which is different than anything else the company had done before. [10:47] - How long should a book generally be? Rob answers that the sweet spot tends to be 150 to 175 pages. He and Stephan then go on to discuss the issues and intimidation factors involved with long books. [13:02] - “When you pay, you pay attention,” Stephan says, and Rob goes on to discuss his thoughts on the intricacies of giving books away. [14:55] - Rob describes the process of getting to do a TED Talk, emphasizing the importance of building relationships. [17:04] - We learn more about the different types of bestsellers, suggesting focusing on those that you can control rather than worrying about those that you can’t control (such as the New York Times bestseller list). [19:40] - Rob explains how to drive traffic to your book, which absolutely isn’t doing a book signing at Barnes & Noble. He also talks about his company’s process of releasing a book. [24:19] - Do a bunch of reviews get removed from Amazon? After answering, Rob emphasizes the importance of getting reviews, because having lots of good reviews builds a good foundation for future sales. [27:17] - Rob suggests taking screenshots of any Amazon category or country where your book ends up in the top five of the bestseller lists. [28:55] - Stephan asks about making different sites for each of your books, potentially including some content from each, versus having one site for all of your books or products. [30:43] - Rob talks about where to make big money from your book (and it’s not from the royalties). He starts by talking about how to turn your book’s success into paid speaking gigs. [35:48] - Rob details some other methods for lead generation, and mentions the “free plus shipping” model. [37:45] - How does shipping itself work with the “free plus shipping” model? Rob recommends using a fulfillment house and recommends Joe Foley at Disk.com. [39:34] - Rob offers more details on how he makes the “free plus shipping” model work, such as pulling a template or content sample out of your book and offering it to a potential audience for leads, and the pros and cons of each method. [41:32] - We hear Rob’s thoughts on publishers in general. [42:48] - How do you get big media opportunities? Rob gives his advice on how to show that you’re qualified and professional enough to appear on a show. [45:55] - Rob talks about how one of his clients got to appear on the Howard Stern Show, and how much of an impact it’s had on his sales. Links and Resources: bestsellerpublishing.org (and bestsellerpublishing.org/apply) robkosberg.comRobKosbergCoaching on Facebook@RobKosberg on TwitterTaki MooreNeil StraussCat string theoryMalcolm Gladwell OutliersTED TalkRyan LevesqueAsk Tony RobbinsMoney Joe FoleyDisk.com

On the off chance that you haven’t already heard of him, Jay is a legend in the marketing world. In fact, he’s known as the godfather of marketing. He’s the CEO and founder of the Abraham Group, and has written two books: Getting Everything You Can Out of All You’ve Got and The Sticking Point Solution. It’s fitting -- and only fair -- that Jay gets a turn to ask me questions, since he was the guest on one of my earliest Marketing Speak episodes. Once you’ve finished listening to this episode, go listen to that one too so you can hear his brilliant take on things. Find Out More About Jay Here: Jay Abraham@RealJayAbraham on TwitterJayAbrahamMarketing on Facebook In This Episode: [03:00] - Stephan talks about his background; we learn that he’s been in online marketing since 1995. He also mentions books he’s written and co-written: Google Power Search, the Art of SEO, and Social eCommerce. [05:08] - We hear more about Stephan’s impressive professional experience. [06:41] - What’s the first context people need to understand to maximize what they get out of Stephan’s advice and insights? Stephan answers that one should think of Google as the operating system of the internet. He then emphasizes the importance of being able to influence Google results. [08:30] - Starting with Google, Stephan talks about how to do what Jay describes as putting “maximum advantage on your side” while ethically disadvantaging your competitors. He also talks about the three things Google looks for: links, good content, and solid architecture. [10:59] - Stephan goes further into how to move something from the top of Google’s second page onto the first page, thereby displacing unfavorable results currently on the first page. [12:00] - Moving from Google to Facebook, Stephan discusses the difference between tactics and strategy, and emphasizes the importance of the latter. [13:13] - Worthy content is “worth remarking about” in Seth Godin’s words. Stephan goes on to give examples in reference to video content. He also talks about memes, and discusses “7 Minutes in Heaven” interviews. [18:33] - Stephan shifts once more, from Facebook to YouTube. Yet again, he emphasizes creating something remarkable. He also mentions that YouTube is the second-largest search engine (after Google). [19:32] - Stephan suggests visualizing a triangular framework. At the top is “owned media,” or the online assets that you own and control (such as your email list). The next layer of the triangle is “earned media,” which includes SEO, organic listings on YouTube, organic (unpaid) social media marketing, and so on. [23:28] - We hear more about what earned media is and how it spreads. Stephan brings up the example of Reddit and how influential it is, and describes the site’s Century Club. [25:35] - Stephan circles back to his triangle with the final stage: paid media. This includes things like paid advertising on Facebook, Buzzfeed, StumbleUpon, Pinterest, or other social media sites. [28:30] - These days, what do you need to know to benefit from marketing opportunities and paid advertising? Stephan gives the example of mesothelioma as a keyword, which is surprisingly expensive. He uses this to emphasize the importance of discernment in advertising. [32:59] - How do you find good people to help you rather than risking your entire Google reputation by making a bad choice? We also hear about the importance of having a trusted advisor who is a digital strategist. [36:20] - Stephan talks about livecasting, which he says makes it feel like you’re watching TV rather than a presentation. [38:42] - Besides Stephan’s books, what resources should people use? Stephan recommends Mastermind groups, which lets you hang out with a peer group of the people you admire. [45:08] - Stephan emphasizes the need to grow and contribute, as Tony Robbins points out. He gives an example from his own life. [48:00] - Another helpful resource for avoiding getting snookered is Stephan’s SEO Hiring Blueprint, which gives you some trick questions to ask to establish the supposed expert’s knowledge. [50:18] - Stephan wishes that Jay had asked about systems and structures that can help leverage opportunities. He then goes on to answer this question. [52:08] - What are Stephan’s pieces of advice for listeners? He suggests going to namecheck.com and checking your brand name. He also suggests setting up a retargeting pixel on your website, and picking up a few books in areas of the field that really interest you. Some authors who you may choose from include Seth Godin and Gary Vaynerchuk. [55:52] - What does Stephan want, more than anything else, for listeners to take away from this conversation? In his answer, he emphasizes separating strategy from tactics as well as the importance of discernment. Links and Resources: Jay Abraham@RealJayAbraham on TwitterJayAbrahamMarketing on FacebookGetting Everything You Can Out of All You’ve GotThe Sticking Point SolutionMarketing Speak Episode 8: Build Your Business With the Strength of the Parthenon: Jay AbrahamGoogle Power SearchThe Art of SEOSocial eCommerceSeth Godin7 Minutes in HeavenDefinitions of earned, owned, and paid mediaReddit Century ClubLivecasting Mastermind groupsTony RobbinsSEO Hiring Blueprint

When he’s not working on books or sharing a stage with people such as Zig Ziglar and Tony Robbins, Dan works as a marketing advisor and consultant. His clients include business owners and CEOs of businesses ranging in size up to $1 billion. He reached this professional pinnacle by the depth of his knowledge of marketing, which he generously shares in this conversation. Find Out More About Dan Here: Dan Kennedy on LinkedIn In This Episode: [01:16] - What are the essential components for an effective sales letter? Dan says that a sales letter should replicate as closely as possible the techniques used in face-to-face sales. He also emphasizes the importance of choosing a structure. [03:34] - Dan explains that the Kennedy method can work within any of the structures he described a moment ago. He tends to lean toward the problem-agitate-solve structure. [04:51] - We hear Dan’s advice on how to craft a killer headline for your sales letter. Keep in mind that the headline is a headline for the rest of the letter (or ad), not just for the product or service. [08:08] - A sales letter should be long enough to do everything you need to do to get the desired result. In other words, Dan says that sales copy doesn’t necessarily need to be short, and explains why. [12:10] - Dan talks about how to use a swipe file effectively (and clarifies that he’s recommending taking inspiration and borrowing from other ideas, not stealing them or infringing on copyright). [16:48] - We learn what works best in guarantees. Dan explains how important pure guarantees are, and talks about figuring out what to guarantee and where to place it in your advertising. [19:48] - Dan discusses testing to see how your advertising works. He mentions the concept of split testing and gives advice on how to use testing to make your advertising as effective as possible. [21:50] - In many ways, video sales letters should be the same as written sales letters, Dan explains. He also explains the differences and offers insight into how to best use this format. [25:24] - How can you get your advertising into the A-pile of people’s mail? In his answer, Dan also describes what the different mail piles represent. He emphasizes the importance of goodwill. [29:41] - Dan gives the example of one of his current clients who is sending a free book as a marketing device. [30:33] - We hear an advanced sales technique not included in Dan’s Ultimate Sales Letter book: the “reverse cold read.” This involves using what you know about your audience to cold read them in your sales materials. Links and Resources: Dan Kennedy on LinkedInZig ZiglarTony RobbinsThe Ultimate Sales Letter: Attract New Customers. Boost Your Sales.The Direct Mail Solution: A Business Owner's Guide to Building a Lead-Generating, Sales-Driving, Money-Making Direct-Mail CampaignNo B.S. Direct Marketing: The Ultimate No Holds Barred Kick Butt Take No Prisoners Direct Marketing for Non-Direct Marketing BusinessesSwipe fileWho’s Mailing WhatSplit testingCold reading

Roger Dooley was one of the earliest proponents of neuromarketing; he began writing about it in 2005, long before it was widely accepted as a valid field of study. If you have any doubts about its validity, though, you need only look at Roger’s accomplishments to see how well it works. He co-founded the extraordinarily popular College Confidential and now writes a regular Forbes column, Brainy Marketing as well as his own blog, Neuromarketing. After you’ve heard today’s conversation with him, check out his book, Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing for even more of his insights. Find Out More About Roger Here: Rogerdooley.com@RogerDooley on TwitterRoger’s podcastNeuromarketing blog In This Episode: [02:31] - What exactly is neuromarketing? At its most basic level, Roger explains, it’s using the tools of neuroscience to gauge people’s reactions to ads, marketing, products, and so on. [04:04] - Roger doesn’t do his own neuromarketing research, but he’s been writing about it since 2005, well before it was commonly accepted. [05:05] - Subconscious, unconscious, and non-conscious generally mean the same thing in this context, Roger tells us. He also talks about non-conscious and conscious decision making. [08:14] - Roger recommends Thinking, Fast and Slow by Daniel Kahneman for anyone who wants to understand how to work with the brains of consumers. Daniel explains our thought processes into two systems, which Roger briefly discusses. [10:13] - Roger offers an example of the two types of thinking systems by discussing the election. [12:12] - Other books Roger recommends include Influence: The Psychology of Persuasion by Robert Cialdini. Robert’s new book, Pre-Suasion: A Revolutionary Way to Influence and Persuade includes new research and a seventh principle to add to the six from Influence. We also hear an example of how timing can work in persuasion. [18:21] - Stephan asks about the critical faculty, which he describes as a guard against things going straight to the non-conscious mind. Roger responds, and in doing so discusses the role of flattery in persuasion. [19:52] - What techniques would Roger recommend listeners use for persuasion? His biggest recommendation is liking, which involves finding things you have in common with your customer or potential customer. [25:25] - Stephen asks how to use these techniques in an online context where there’s no common element among the people coming to your website. Roger points out that one shared attribute is an interest in the product that you’re selling. [27:50] - Roger describes some tips and best practices for presenting your social proof and authority. He also talks about turning testimonials into stories. [32:27] - How does Roger eat his own dog food? In other words, how does he apply the techniques he knows to his own marketing? [35:48] - Roger talks about the techniques he uses in his public speaking. [39:00] - Roger tends not to use urgency and scarcity in his presentations or messaging, even though he believes it can be extremely effective in making you want to act quickly. [42:44] - Amazon is one of the smartest retailers out there, and Roger describes why. They use many of the techniques he’s talked about throughout this conversation. He also explains that giving too much information can actually be a bad thing, because it forces the customer to think too hard. [47:19] - We hear about Roger’s thoughts on the ethics of marketing and persuasion techniques. [49:56] - Stephan talks about The Loyalty Effect: The Hidden Force Behind Growth, Profits,and Lasting Value by Frederick Reichheld. Roger goes on to discuss the concept of loyalty, and in doing so recommends Evergreen: Cultivate the Enduring Customer Loyalty That Keeps Your Business Thriving by Noah Fleming. Links and Resources: Rogerdooley.com@RogerDooley on TwitterRoger’s podcastBrainy MarketingNeuromarketing blogThinking, Fast and SlowDaniel KahnemanInfluence: The Psychology of PersuasionRobert CialdiniPre-Suasion: A Revolutionary Way to Influence and PersuadeThe Loyalty Effect: The Hidden Force Behind Growth, Profits,and Lasting ValueFrederick ReichheldEvergreen: Cultivate the Enduring Customer Loyalty That Keeps Your Business ThrivingNoah Fleming

Today I’m fortunate enough to have an incredible guest. Michael E. Gerber is the mega-bestselling author of 28 E-Myth books, including The E-Myth, The E-Myth Revisited, and his newest book Beyond the E-Myth. The Wall Street Journal named The E-Myth, which has sold over five million copies, the bestselling business book of all time. It’s sold in 145 countries and has been translated into 29 languages. Even business professors are clearly enthusiastic about its value, as it’s taught at 118 universities. In our conversation, Michael gives some fantastic insight into what it takes to create a truly great (and successful) business. He emphasizes the importance of a solid foundation, and of creating something with the potential for success rather than trying to fix something that’s broken. Find Out More About Michael Here: @MichaelEGerber on TwitterMichaelEGerberCo on FacebookMichael E. Gerber CompaniesEMyth.com In This Episode: [01:15] - The E-Myth is the entrepreneurial myth, Michael explains. He goes into more depth, describing the difference between entrepreneurs and “technicians suffering from an entrepreneurial seizure.” He and Stephan then discuss the concept of a “company of one.” [03:32] - Michael talks about companies not surviving the first ten years, and offers his definition of survival. He also talks about the importance of having an exit strategy. [08:33] - Why build a new company instead of fixing the current one? Michael’s response is that Stephan’s hypothetical scenario isn’t one that’s of interest to him. He and Stephan then talk about a more realistic scenario: a businessman with a few employees. [13:01] - The “entrepreneur within” is four distinct personalities, Michael says. He explains what they are: the dreamer, the thinker, the storyteller, and the leader. These correspond to the dream, the vision, the purpose, and the mission. He also describes his Dreaming Room, and gives examples of companies that he’s helped achieve success (including Infusionsoft and 1-800-Got-Junk). [19:38] - Michael explains why his new book Beyond the E-Myth is “beyond” the E-Myth. People see growth, opportunities, and problems as complex, he explains, and this book makes them simple by giving a list of steps. [20:46] - Michael’s first four steps correspond to the personalities and roles of the four aspects of the entrepreneur within. Together, they form the foundation or platform on which you can grow a company strong enough to sell. [21:38] - Many businesses are confused by the differences between these categories. Michael gives examples of his answers to help clarify the categories for listeners. He and Stephan then talk about the example of McDonald’s to illustrate the difference between creating a business versus creating a job for yourself. [25:51] - Michael talks about who his consumer is: the independent small business owner. [27:04] - “You’re not trying to fix what’s broken, you’re trying to create what’s not,” Michael memorably tells us. He goes on to explain more about the importance of creating a new business instead of fixing a broken one, or choosing “NewCo” over “OldCo.” [28:55] - Stephan talks about Carl Jung’s separate office for his dreaming work, and mentions his previous interview with Cal Newport. He and Michael discuss the importance of having a separate space for your deep work, or big-picture thinking. [29:52] - We’ve now reached the mission, which is to “invent the turnkey system that will enable you to realize and manifest your dream, your vision, and your purpose.” [32:15] - In discussing the importance of NewCo over OldCo, Michael talks about Lockheed Martin’s Skunk Works, which he holds up as an example of NewCo. [34:25] - Michael explains the difference between a mission statement and a vision statement. [36:49] - Some people are too rigid to easily accept that they aren’t irreplaceable. This makes it harder for them to go through these steps, Michael tells us. He also talks about what makes a turnkey system or business “turnkey.” [41:15] - Michael gives his definition of a legacy. It isn’t about money, he explains, but rather the creations you’ve left behind. Links and Resources: @MichaelEGerber on TwitterMichaelEGerberCo on FacebookMichael E. Gerber CompaniesEMyth.comThe E-MythThe E-Myth RevisitedBeyond the E-MythDreaming RoomCal NewportLockheed MartinSkunk Works

Brent Csutoras is an expert in social media and viral marketing, but is perhaps best known for the compelling, informative, and entertaining infographics that he creates with his company, Pixel Road Designs. He’s also a managing partner at Search Engine Journal. In addition to his other work, Brent provides information through speaking at conferences (including SMX and Pubcon), giving interviews (such as for Entrepeneur.com), and writing articles. In this episode, we’re lucky enough to have him sharing his wisdom with Marketing Speak listeners! You’ll learn all about using images in marketing, and gain some great insight into various social media strategies and platforms. Find Out More About Brent Here: BrentCsutoras.com@brentcsutoras on TwitterPixel Road Designs In This Episode: [02:23] - What does it take to become an influencer on social media? Brent says that it’s very important to understand the fine line between being a marketer and being a social media user. He explains how to do this. [04:55] - Brent talks about his history in social media, and explains that it was easier when he began. Having other networks set up before Facebook came out allowed him to get started quickly on Facebook. [07:17] - Early on, Brent learned to pay attention to the landscape of social media. He explains this using the example of Digg. [10:26] - Brent isn’t personally a huge fan of Snapchat, and says that he finds Instagram to be more effective in just about every way except the filters. He and Stephan then discuss Snapchat and the younger generation’s trend toward using pictures. [13:30] - What do marketers need to know about picture-oriented sites, such as Imgur, Giphy, and Meme Generator? Brent explains the importance of the fact that these sites rely on other social channels for their popularity (for example, traditionally Reddit users have used Imgur, but no longer need to due to changes on Reddit). [17:16] - Brent discusses infographics on Imgur. The short answer is that this is the wrong audience for infographics. [19:46] - Brent walks us through the process of creating an effective infographic. We learn about Pixel Road Design’s strategies and what Brent thinks one needs to think about when creating infographics, as well as the importance of communication and collaboration. [25:54] - Pixel Road Design’s Sportfishing infographic is one of Brent’s favorites. He’s also proud of the infographic What Are the Top SEO Marketers Working On? [27:39] - In the sportfishing infographic, for example, what are the intentions and reality of the impact? In Brent’s answer, he clarifies that Pixel Road Designs is a design firm, not a marketing firm. [31:12] - In response to Stephan’s question about the keys to making something highly sharable, Brent lists a wide range of ideas and strategies. [33:54] - Brent talks about how he finds and reaches out to influencers. He then talks about how he decides whether someone is a good influencer to pursue. [37:40] - Brent shares that he isn’t into retargeting, and Pixel Road Design has only done it for one client. He describes that interaction in more depth and detail. [40:20] - Interactivity in infographics is a great concept, Brent says, but it costs a lot more. [46:28] - Design is only one part of creating a great infographic, and most of us aren’t capable of writing or creating a visual storytelling script, Brent says. This is why he isn’t a big fan of tools like Piktochart. He compares it to using Google Translate to compose articles in another language. [48:33] - Brent gives his advice for images with quotes, particularly inspirational or motivational quotes. Finding the right quote -- and avoiding ones that have been used too many times before -- is important. [52:43] - We hear Brent’s thoughts on where to post these pictures (Instagram) and how to make them stand out (hashtags). Facebook, Twitter, and Pinterest all work as well. He and Stephan then talk about Pexels, which Stephan uses for free stock photos. [54:34] - Using memes (rather than images) is much harder, Brent explains. You need to be really knowledgeable about them, and you need to be quick. If you can do that, and be creative, they can be very effective. [55:44] - Reddit used to hate marketers, but it doesn’t any longer -- at least, no more than the rest of us do. Brent goes into more detail about this and explains how Reddit works. [59:30] - Should you make your page social media ready before you post on Reddit? [62:05] - Brent talks about StumbleUpon. He says using the paid version of StumbleUpon or using it for adult content can still be effective, but otherwise it’s not usually an effective choice. Links and Resources: BrentCsutoras.com@brentcsutoras on TwitterPixel Road DesignsSearch Engine JournalDiggImgurGiphyMeme GeneratorRedditPixel Road Designs: What Are the Top SEO Marketers Working On?Pixel Road Designs: Sportfishing in the United StatesKloutEntrepreneur: 14 Amazingly Free Stock Photo WebsitesFiverrPiktochartCanvaReddit: QuotepornPexelsStumbleUpon