Entrepreneur | Creating A Winning Facebook Marketing Campaign

Audio Transcription

Get ready to enter the Thrivetime Show! We started from the bottom, now we’re here. We started from the bottom and we’ll show you how to get here. We started from the bottom, now we’re here. We started from the bottom, now we’re here. We started from the bottom, now we’re on the top. Teaching you the systems to hear what we got. Cullen Dixon’s on the hooks, I’ve written the books. He’s bringing some wisdom and the good looks. As the father of five, that’s what I’m a dive. So if you see my wife and kids, please tell them hi. It’s C and Z up on your radio. And now three, two, one, here we go. We started from the bottom, now we’re here. Started from the bottom, and that’s what we gotta do. Andy, thank you for letting me come harass you out here in Santa Barbara, my friend. Well, thanks for the opportunity. Thanks for having me. You are kind of a guru of the Facebook marketing world. But my understanding is, before we deep dive into that, is that you played professional football. Can you walk us through your professional football career and kind of how you, what that was all about? Yeah, well, I played football in Austria. And I started when I was 15, which is a rare thing to do for kids in Austria. And my mom thought that I would buy a bunch of equipment and then sell it two weeks later. Okay. And she was wrong. Yeah. One of the times she was wrong. You get that, Mom? Yeah, that’s right. And I stuck around and actually played one year in Santa Barbara as well, one season. Then I returned back to Austria and kept playing. Now we’re going to dive specifically into some unbelievable training that I’m excited about, of some really detailed brass tacks how we do it. But this is kind of a training for people who are maybe watching who are going, I don’t even know if I wanna do Facebook marketing, I just wanna dip my toe in the water. Maybe I wanna do it, maybe I don’t. So we’re gonna talk specifically about these nine key components. And specifically, these are gonna be the upside of potentials and the potential success you could have if you actually had a successful Facebook campaign, the upside. The second is the key components that go into it. You need a little bit of this, you need a little bit of that, a little bit of this. The third is the hardware. What kind of hardware you need, what kind of devices you might need to make a campaign. And the fourth is the software. What kind of software tools. The fifth is the people needed. I think a lot of times we all start businesses and we go, I have this great idea, but then we don’t have the right people on the bus to get the job done. And then we’re going to be talking about specifically the time needed. How much time does it take? Does it take all week? Does it take a few hours? The goals and metrics, that’s up next. Then we’re going to talk about the basic understanding of what a successful Facebook funnel looks like. You use the word funnel. I’m excited to talk about funnels. Hopefully those are edible. And then the final thing we’re talking about here, the final one, is the overall costs associated with launching and running a successful Facebook campaign. So my friend, let’s go ahead and deep dive into this first area here and talk about the potential upside and potential success that can be achieved by running a successful Facebook marketing campaign. I mean, in your mind, how big of a game changer can it be for a company who’s maybe not using Facebook or not using it successfully to go from there to having a successful campaign. How big can it be? Well, I think using Facebook is huge. Otherwise, I would be in the wrong industry. I guess I would be going back to Toyota or something. Well, if you look at Facebook, don’t look at it as a social media platform, and that’s it. It’s a communication tool foremost. A few years ago, people came out with the phone. People said, I don’t really have any phone strategies. Are people really needing Facebook strategies? Is what some consultants say. I actually think they do. So you need to look at the tool as a whole and not just jump on it and say, I’m gonna try to sell my stuff. Look at it as a communications tool where you can communicate one-to-one or one-to-many with basically anybody who’s on Facebook, pretty much. And so a lot of brands use it for customer service, client communications, research, competitor research, things like that. So you can use it as a research tool, as a social media platform, as a communication device. It has many different uses. It’s not just a social media platform. What I’m trying to say is don’t use it just to broadcast your stuff. Okay. I mean, there’s the word social in there. And social is usually a communication that goes back and forth, not just having a monologue and trying to get your message out to everyone without listening. Unless you’re a father of five and you’re trying to communicate to your kids to go to bed. That’s the only time it’s a one-sided conversation right there. But let me ask you this here. What’s the biggest mistake that people make when they launch a Facebook marketing campaign? Is it just talking at people, not with them? Or what’s the biggest mistake you see? Well, I think the biggest mistake is that a lot of people say, or they hear that, oh, you need to be on Facebook. And then they create a Facebook profile. If they don’t have one already, create a Facebook fan page for the business. And then just hop on it and have no idea what they’re doing. Think about it first, what you want to achieve. And make sure you have the resources available to really manage that presence. Because if you have a presence on there that’s not managed, and it’s just sitting there dormant and nobody’s responding to anything. One thing I think that we all can be guilty of, Thrivers, if we’re not careful, is we get motivated. You know, a lot of entrepreneurs are motivated. A lot of business people, we just listen to a Tony Robbins CD and we’re like, I’m gonna change the world! Or we just read a Gary Vaynerchuk book about social media marketing and we start the page, we start the fan page, we post for about a week in a row, and then we forget a day, and we forget a week, and then pretty soon it’s just sitting up there with no updates since 2013 or something. Now, the second point we’re going to talk about is the key components of any successful advertising campaign. You’ve worked with some of the biggest companies on the planet. So from your experience, I mean, what are the key components that go into making a successful advertising campaign? Well, first of all, you need to know your target audience. Okay. So if you don’t know who you really want to reach, you have the first problem. So you need to define who do I want to see my ads. Okay. Then when do I want to show my ads? When? In terms of not just season could be an issue. Now Thrivers, this segment is sponsored by the good friends at Beverage Air portable refrigeration air conditioning units here at the University Club in Santa Barbara. So if you hear any air conditioning background noise that’s courtesy of our good friends at Beverage Air. I mean if you’re selling ski equipment, summer might not be the ideal time to show your ads. Yeah. But also during the day, if let’s say you’re trying to your restaurant and you want to promote your lunch menu. Promoting a lunch menu after lunchtime probably doesn’t make sense. So the target, because it is a communication tool, as you alluded to, so you have to know your target audience, you have to know when you’re promoting. Anything else you need to know that are kind of key components here for a successful advertising campaign? Yeah, you also want to know, okay, what is my overall objective? What do I want to accomplish here? here and then walking backwards or working forwards in this course in this case forward in this case is how do I want to measure that success okay if I don’t know what I’m trying to do I don’t know what to measure I don’t know if I was successful so yeah I mean here in here target is one win is to the overall objective is three the metrics are four I mean there’s quite a bit of things that go into this yeah also I mean it’s also you have to add creatives that goes into it. You have to know who your target audience is and what kind of advertising they might actually respond to. And so, the ad creative, that’s the copy and the visuals, that’s a big important part. So, Andy, now, where do people get it wrong? I mean, kind of unload the truth cannon here. Where do people get it wrong when it comes to missing the mark and forgetting some of the key components that go into a successful advertising campaign? Well, I think they hop into it without a plan. Okay. If you don’t map out beforehand what you want to achieve, you’re probably setting up to fail because you don’t know how to measure success and if a campaign was successful or not. So, hopping in without a plan is probably, I guess the old phrase, failure to plan is planning to fail. That’s what you’re saying? Absolutely. All right. So now we’re hopping into point number three, and we’re talking about the hardware need. I think a lot of people are watching this and they’re going, oh man, do I have to buy a new computer? Do I have to buy a new, what kind of hardware does someone need to really run a successful Facebook marketing campaign? I think the hardware you need, you probably already have. Just don’t expect to be running your Facebook advertising campaign from your phone. Can’t do it from the phone? You can check in on it on the phone, but I would not really recommend to set it up on the phone. I mean, Facebook gives you the tools, but that’s not really the tools you want to use to run a successful campaign. So make sure you have a laptop or a desktop computer. A nice screen usually helps. I actually use two screens so I can pull up multiple reports at the same time. But other than that, if you’re running a business, you probably have some kind of hardware already, and that we probably do. Okay, the reason I mention this, because I know we have a lot of thrivers, that we’ve talked to people all over the world, actually, who are trying to get going with Facebook marketing, and some of them are operating just off an iPad, and some of them are using a phone, but you’re saying it’d be nice to have a desktop or a laptop, you probably need at least that. Yeah. Two monitors is what you prefer. Well that’s what I prefer. You don’t need two monitors. I just like to pull up a lot of information at the same time, so I don’t have to click around a whole lot. There’s one book called The Last Lecture where basically the gentleman who wrote the book, talks about the importance of having two monitors. Carnegie Mellon did research on this. They found that people are dramatically more effective with two monitors. Not that you need any outside validation, but I 100% agree with that with that recommendation. Good book. It’s awesome. It’s great. I haven’t read it, but it sounds like a good book. It’s great. I’m serious. That’s why I got everyone in my office has two monitors now. Like, it had to happen. So now we’re talking about the software tools needed to run a successful Facebook marketing campaign. What kind of software do people need? Well, what kind of software do you need? It really depends what your budget is as well and how big your business is. What you will need is, or what I can recommend especially, is for Facebook advertising to use a free tool that Facebook provides. It’s called Facebook Power Editor. Then I would suggest to install Google Analytics on your website. Then a related tool to that is the Google URL builder. So you can track traffic accordingly in in Google Analytics. A management tool is probably a good idea. Management tool. Content management. Yeah. Where you can monitor all the conversations that are happening on social media. then for the to create a creative design Adobe Creative Suite is something I would recommend. What tool do you use to manage the conversations people are having on social media? Well, in our agency, we use we use Sprout Social. Sprout Social. Yeah, we’re very happy with it. So in terms of, you know, the software, I mean, it sounds like you have it nailed down, but where do people get this wrong? Do people try to use some janky software, some kind of software is not very good. I mean, if you weren’t using, let’s say, Sprout Social and you’re using the tool that’s not effective, does that really screw with your results? And when you’re using the wrong software on a small scale, probably not. I think what a biggest mistake happens is that you sometimes don’t use a software at all. Like if you don’t use Google Analytics, you’re missing a big part. You can’t measure how much website traffic your campaign is driving and you want to measure. So if you’re not, if you’re missing the boat, if you’re not using these tools and Thrivers, we’re gonna put these tools up on the screen so you can see them and just take a minute to kind of mentally marinate on these here. I want to make sure you have all these tools. Don’t go any further. You have all these tools. You need these tools. You don’t want to show up at the job site without a hammer. We’ve got to have the right tools. Now, the next thing here we’re talking about is the humans needed. The humans. What kind of humans need to be working with you? How many people do you need? Do you need a team of like 12? Do you need a team of one? Who needs to be working with you to make a successful Facebook marketing campaign? Well, it depends on the skill set. Facebook marketing, you have some left brain and right brain skills that are needed. Okay. So you need some creative people and you need some analytical people. So how many you really need depends on the human resources you have. You definitely need someone who understands strategy and analytics. It will help to have someone who can design beautiful creative beautiful imagery. You’re saying imagery and creative, you’re talking about the actual ads or the actual posts or the images that are shown up in the Facebook feed? Yeah. No matter if it’s an ad or a regular post, you want to have beautiful imagery. Very important, because that’s what grabs the user’s attention. So you need at least a good designer and you need someone who understands copywriting okay that’s usually not a designer and not an analytics guy so somebody who understands copy and basically someone who’s a good communicator okay I want to break it down though because I want to make sure we’re getting this I have seen this phenomenon happen over and over and over in businesses I’ve seen businesses I’ve owned I’ve seen in businesses drivers have owned it’s where you have the designer and you’re like, come on man, write some good copy. And they say, I don’t do that. You’re like, how can you not? This is an ad, you’re making the ad, why could you? And then you go to the, you know, the copywriter and you say, hey, make a good design. And they go, I don’t know, I just write the words, man. And then you, and you’re, and the analytics person is going, I really don’t know what either one of those guys are doing, but no one’s clicking it. And so it’s kind of getting all three of those people working together. Actually there’s another person you need to… Oh, no. Who else? You might want to pull in your developer, your web developer. Oh, boy. Because when we go into some advanced or more advanced techniques, you want to install some specific tracking code on your website to track your audience and also if they’re converting. So really, we’re talking about four different humans, potentially. We’ve got a designer, a copywriter, an analytics guy, a guy who can understand analytical data, a developer, and maybe a fifth, maybe a bartender if you don’t have enough of these people. Maybe you get a bartender. That might help. The good news is you don’t need all of them full time. Oh yeah, you don’t need them all full time. Yeah. Now this next thing we’re talking about, and this is big here, is that as you’re talking about running this campaign, you’ve got these four different personalities that are all working together is it possible to really just screw up the Facebook campaign because you just don’t have the right people I mean is it possible if you only have maybe one of these people on the bus you try to run the campaign and it just doesn’t work kind of flounders you don’t have the right people does that happen a lot no if it happens a lot I’m not sure but it can definitely happen because you’re communicating publicly so you want to make sure that stuff that you’re putting out there, where you want to see, fulfills your standards. Okay. So, and people are very critical nowadays. Oh yeah. And they let you know about it. Oh yeah, baby. People will write on that YouTube, you put a YouTube video up and people will write their comments and you got CrazyMan74, whatever his handle name is on YouTube, writing crazy comments, you get negative comments. People will let you know right there. They won’t send you a private message. They’re gonna write you crazies. What are you writing up there? I mean it’s they get pretty intense. That’s right. This next area is we’re talking about time. The time needed to run a successful campaign. How much time are we talking about? 10 minutes a day? Hours a day? Well it really depends. Especially when I look at advertising campaigns. Depends on the size of your campaign. It can take from a few minutes to a few weeks to prepare a campaign. So there’s really not a right or wrong answer to this. Really look at your objective, look at what you want to do. What do you already have in place? Is this your first campaign? Do you already know who your target audience is? Do you have to develop that? Do you have it already set up in Power Editor and it’s already saved and you can use it from a prior campaign that obviously brings down the time involved. On a weekly basis let’s say you go into a company, I know you work with companies all over the world you do this, so you go into a company, Andy kind of comes in like a ninja, you kind of come in like a ninja, you come in there’s all sorts of problems going on and you’re just putting out all the fires and everything. Once it’s set up, how much time does it take to maintain it? I mean you know those four people, how long does it take them a week to maintain it? Are you talking just about a site without any advertising campaigns? Yeah, I guess if you come in and set up a Facebook marketing campaign for a company, how many man hours does it take a week to keep it going? Well, just in terms of content, it really depends. Are you a content producer, or do you have to curate content? So if you’re producing a content, that will take you some time if you’re curating content It will take you some time to find good content that’s relevant and useful to your audience when you just said courage What do you mean by that curator curate content? What do you mean? Yeah, are you basically utilizing other people’s stuff? But that’s a good thing sometimes Because if you let’s say are Somewhat of an authority in the field and you know, what is good content and what’s not so good, what’s important for your audience to read, what is a waste of their time, and you can curate that content that has value, no matter if it’s your own content or not. So as far as budgeting time, I feel like a lot of entrepreneurs or small business people, business people in general, might get it wrong where they just don’t budget in enough time to get this done to kind of like I got the page up and now once a day I’m going to write something real fast and post it up there. And that’s probably not enough due diligence enough work enough effort to go into the project to make it be successful. I mean, you can’t just do this in five minutes a day. Right. Not really. I mean, a lot of people claim you can do it in 10 minutes a day. And yes, you can do it. Are you going to be successful with what you’re doing? Probably not. Finding some of the content, if you’re curating content, might not take you that much time. There are some tools like Sprout Social that let you pull in some feeds so you already kind of have a good idea of what’s quality content. You can utilize that. But also it also depends on how much conversation is going on on your site, on your Facebook page, in this case. If you hear crickets and nobody’s communicating to you, it’ll probably be done really quickly. So if you have a lot of conversations going on, that might take more time. It really depends on your audience. Next principle, this next idea we’re talking about is really the goals and metrics. You have to have certain goals and metrics to track along the way. What kind of goals and metrics are you talking about? Not super deep level, but I mean what we say goals and metrics what kind of things do we need to have in place well what you need to have in place first of all you need to be able to measure and our Facebook does a very good job of giving you some insights what’s happening on your page but I really most businesses nowadays have a website I think they really should have a website if you don’t have a website yet go and get one internet some dumb professionally dumb professionally please and rumor has it The internet is catching up. Come professionally. Come professionally, please. Rumor has it that the internet is catching up. That’s right. If it starts taking off and people start getting on that internet, the internet could be a big… Yeah, it could be big. I think it just came out in Austria. Really? We’re a little bit behind the ball. So you’re saying we definitely have to go ahead and start measuring it. You have to measure the cost per action, is that right? Yeah, I think that’s the most important measurement that I want to look at. And cost per action, what does that really mean? A short form is CPA. A lot of people see stuff about, oh, the CPA was this and this and that. Especially some marketers say it’s a cost per acquisition, but I actually think it’s a cost per action because you’re not always selling. Okay. Or you should not always be selling. Well, it is the main goal, but you need to have some smaller goals on the way. You can’t just go in and start selling. I don’t mean to get really off the beaten path here, but I’ve heard people describe it. They say it’s kind of like a relationship. When you meet somebody, you’re not going to… You know, your goal, if you meet somebody, become friends, isn’t to like borrow their car. But when you get to have a good relationship with someone, if your car quits working or their car quits working and they need to borrow a car, once you’ve built a relationship, you can go, hey, can I borrow your car tomorrow? Or can you drive me to work? Or can I, you know, and you don’t mind doing that for friends. But it’s kind of the same way in online marketing or social media marketing where you don’t really want to ask people to do something until they like you and trust you a little bit. Is that kind of what we’re trying to do here? Yeah, absolutely. It’s very similar if you go into a bar, go to a very beautiful woman, and the first sentence is give me your phone number. Oh yeah, that’s a pickup line you don’t want to do. Yeah, no way. Yeah, unless you’re Fred Pitt, you might get away with it. You might have immediate return on investment, who knows? Well, this is just in Thrivers. If you’re looking for incredible bar pickup lines, we’re going to have an entirety of… I don’t know how many episodes we’re going to have, but we’ve developed a series of things that don’t work. If you just do the reverse of that, you’ll find the good ones. Yeah. I’m not going to be the mentor on that. Okay, not the mentor on that. All right. So now as far as the goals, we’re talking about the goals. How about some of the metrics and some of the goals? What are some of the goals we want to have in mind when we’re launching a successful Facebook marketing campaign? What are some of the goals you want to look at and kind of measure along the way? Well, and this is where it goes into the funnel again. To be successful on Facebook, I want to say pretty much on any social media, there are three key steps. First, you want to grow an audience. They’d rather have a smaller audience that’s really relevant. And we will get into this a little later. Why? I mean, pretty much it’s obvious. I mean, if you send out content, you want it to be seen by people who are really relevant for your business and not people who would not be qualified leads anyway. So you grow an audience first, that’s the goal. You want to grow that audience. Yeah. And then after that, do you want to get them talking or what do you want to do? The second step is get them engaged. Engaged, okay. And what you want to do there is basically build a relationship with them. Okay. Build trust and depending on what industry you’re in, you want to establish expert status. Okay. So that’s when they know about you, you build a relationship with them, they see more and more of your posts. If you’re blogging, they check out your blog, they come back, that’s great. When can we start selling stuff? Well, pretty much when you have established that trust and that relationship. Step three, selling, we can do growing audience, we kind of get them engaged and then we start selling? Yeah, that’s when you start monetizing your audience. And monetizing meaning making money? Hopefully. Okay. Yeah. Yeah. It means that that could either be selling a product or monetizing could even be, let’s say you’re not having an online business that really has a shopping cart and the checkup process right there, but you can monetize the audience by creating leads for your business. For Thrivers, because you know, there’s endless reports. There’s reports about reports, about the report of the report. There’s a committee that reports to the team about the report and a lot of times you get the report you just go, you know, what do you say to the thrivers who go, I don’t want reports, I don’t want metrics, I don’t want numbers, just give me the meat and potatoes. What would you say to that person? Look at the reports is what I would say. There are some reports I understand there is a lot of metric, there are a lot of metrics, but identify the ones that are really important to you and for your current objective. That’s why it’s so important to have a plan and actually figure out what am I trying to do here. Then I figure out what are the three key metrics that I want to look at, and then look at those three for that campaign. You need to have some metrics you’re looking at. This next point is we have to have a basic understanding of what a successful Facebook funnel looks like or a marketing funnel. And I think you just hit on that, but the funnel, is the funnel the idea that you first build your audience and then you get the engagement? I guess you build your audience up here, then you build your engagement and then you start selling some stuff. Is that kind of what the funnel is? Absolutely. And some people will drop out of the funnel every once in a while, but that’s why you always want to put more people into the funnel. So let’s talk about the funnel real quick. If you run if you’re running some kind of marketing campaign and again we’re going back to that organic grocery store deal, if somehow I screw up, I make a mistake, I’m not paying attention and I just click, I like it and I like the organic grocery store, now I’m in your funnel. If I, pretty soon I might discover, wait a minute this is an organic grocery store. And I might go, I don’t want to be in here, and if I hop out or I write comments like, whatever, all chickens should be in cages, you know, if I do that kind of thing, if you lose me and you’re an organic grocery store and I don’t like organic stuff, you’re okay. I mean, you’re going to lose people occasionally. You can’t kill everyone, right? Absolutely okay with that, yeah. Okay. Because in the end, it helps you save your marketing dollars. You don’t want to market to people who are very unlikely to buy a product anyway. Let’s do an extreme example. Let’s say you’re watching this and you’re a huge supporter of our potential presidential candidate, let’s say Hillary Clinton, and then someone else is a huge potential, you know, huge fan of a, or a big supporter of let’s say a potential candidate, Donald Trump. Under those two examples, if I screw around and I hit the like button on Donald Trump, but I totally disagree with all the content you’re putting up there, I mean, you have to be real, right? On Facebook, you want to appeal to your target audience? Yeah. So if you’re Donald, you wouldn’t want to dilute your content to try to trick people to get further into the funnel, right? Because eventually they’re going to discover, hey, wait a minute, you’re not what I thought. Yeah, that’s why the quality is so important, the quality of your audience, the quality of the likes. Okay, so the quality of the likes is important. Now, this final point I wanted to dive into before we really get into the brass tacks, the step by step, the click this, the click that, this is how you do it. This guy has more deep thoughts per capita than it’s, I’m telling you, it’s going to blow your mind. We get into it. So the last kind of final step into the shallow end of the pool here is what are the overall costs that I should expect to be spending on a successful Facebook campaign? What are the costs? There’s also no answer to that, to be honest. I’m sorry to say that. It really depends on your goals again. Okay. How many fans do you want to acquire? How many leads do you want to create? How many sales you want to have? And then you go back from there. Let’s say that I give you three things. Let’s say that I own a hardware store and I’m located in Santa Barbara and I want to get on Facebook and then I’m somebody else’s salmon attorney. And I want to get on the Facebook. Let’s say the third example is I own an organic grocery store and I want to get on Facebook. What kind of cost would it be to, because I think a lot of thrivers watch right now are like, I want to get after this Facebook thing. I want to get going, but I don’t really know how much it’s going to cost to just get in the game. I get going into a baseline level. So whether you’re a hardware store or a grocery store, what kind of cost? Well, let’s take the example of fans and fan acquisition, because that’s where you want to start building an audience. And the cost for all three of those are probably going to be quite different. An attorney is probably going to have the hardest time because, yeah, absolutely. It’s it’s usually not the most exciting stuff they talk about, especially on social media, and it’s not very shareable. Boom, you’re getting sued! Yeah, or a CPA, very similar situation. They’re going to fight an uphill battle to really get a lot of likes on Facebook. So if you, the hardware store, I mean, if they, I would assume, would mainly target male users, they can come up with some interesting content that’s of value and people might say, yeah, I’m actually gonna like their page so I get more updates. I want to be in their funnel to get more content from them because it’s helpful content. They’re providing value to me. I’m gonna try to pin you down on a number and you don’t have to be pinned because you’re stronger than me and you’re obviously a former member of the Vienna Vikings. I don’t want to fight you. But is it at least a thousand dollars to get in the game, to get some likes going on? Are we talking thousands and thousands? I mean what kind of… No, the good thing is with Facebook, we can start with a very small budget. Okay. Just have expectations that are realistic as well. Don’t say I’m gonna hop into this with a $500 advertising budget and I’m gonna expect 50,000 new fans out of this. Probably not going to be successful. So that’s why mapping out the goals is very important. And then you basically determine your budget going backwards. And a rule of thumb, and it’s really just a rule of thumb, is, or let’s say an educated guess, that per like, you don’t want to spend more than a dollar. And a lot of marketers probably say, oh my God, is he not one dollar a person’s way too much. I get likes for a few cents. Quality quality, quality likes are probably going to cost you a little bit more to acquire. Then some cheap likes that nobody really wants to have anyway. You can run a campaign saying, hey, like us if you like Justin Bieber, yay. Probably not the target audience, unless you’re selling, I don’t know what. Justin Bieber. Justin Bieber, yeah. Or baggy pants, maybe. I don’t know. Now, here is a little rule of thumb that I want to give in addition to your rule of thumb. You know what you’re doing. You’ve been doing this forever. And also, Andy’s a former football player, and you don’t want to mess with a former member of the Vienna Vikings. That’s my rule of thumb. So whatever his rule of thumb is, go with that. That’s the rule of non-broken thumbs. Just agree with this guy. I agree with you. I appreciate you being here and kind of getting into the shallow end of the pool before we deep dive into some really specific stuff here. And again, thank you for just answering some of these basic questions that I know I’ve been thinking about and I know Thrivers have been asking about. So appreciate you very much, my friend, and thank you for being here. Thank you. All right, JT, so hypothetically, in your mind, what is the purpose of having a business? To get you to your goals. So it’s a vehicle to get you to your destination. And would you need profits to get there? I mean, when you have a business that’s successful, in your expert opinion, would you need profits to get you to your goals? Yeah, because if you have a $15 million business, but you have $15 million in expenses, it’s kind of pointless. Holy crap! Alright, so the question I would have here for you, if you could take like, I don’t know, 10 minutes or less and see if you could save $3,000 a year by reducing your credit card fees, would you do it? Yes, absolutely. Holy crap! Why would somebody out there who’s listening right now, who has a sane mind, why would they not go to Thrivetimeshow.com forward slash credit dash card Thrivetimeshow.com forward slash credit dash card to schedule a ten minute consultation to see if they can reduce their credit card fees by at least three thousand bucks a year. Why would they not do it? Yeah, why would they not do it? Maybe because they didn’t understand how you said the website. This tree is a symbol of the spirit of the Griswold family Christmas. Now that’s clear. Okay, so that could be true. So I encourage everybody to check out Thrivetimeshow.com forward slash credit dash card Thrivetimeshow.com forward slash credit dash card What would be another reason why someone would not be willing to take ten minutes to compare rates to see if they could save three thousand dollars or more on credit card fees? Maybe they think it is a waste of time and that it won’t. It’s not possible. There’s somebody out there that’s making more than $3,000 every 10 minutes and they’re like, nah, that’s not worth my time. Hello, we getting there, everybody. We getting there, everybody. There’s probably some, someone out there. Okay. They would think that. Well, I’ll just tell you folks, if you’re out there today and you’re making less than $3,000 per 10 minutes, I would highly recommend that you go to thrivetimeshow.com forward slash credit dash hard it because you can compare rates you can save money and you know the big the big goal in my opinion of building a business is to create time freedom and financial freedom and in order to do that you have to maximize your profits holy crap now one way to maximize your profits is to increase your revenue another way to do it is to decrease your expenses It’s a profit deal. It takes the pressure off. JT, is there any other reason why somebody would not be willing to take 10 minutes to compare rates to see if they could save a total of $3,000 a year on average? I am at a loss and I cannot think of any other. Shampoo is better. Conditioner is better. I leave the hair silky and smooth. Oh, really, fool? Really? Stop looking at me, swan! Let me tell you a good story here real quick. I actually, years ago, compared rates with this company here called IPS. It’s Integrated Payment Services and I scheduled a consultation. I don’t know if I was skeptical. I just thought whatever I’ll take 10 minutes. I’ll compare rates. I can’t tell. You can tell me I’m a doctor. No, I mean I’m just not sure. Why can’t you take a guess? Well, not for another two hours. You can’t take a guess for another two hours? And in my case in my case, my particular case, I save over $20,000 a year. Holy crap! Wow. Which is like groceries when my wife goes to the organic stores. Find everything you need today? Yeah. Great. Okay. Oh God. Everything okay, ma’am? It’s just that you’ve only scanned a few items and it’s already 60 bucks. I’m so scared. Okay, I’m a trained professional ma’am. I’ve scanned a lot of groceries. I need you to stay with me. It’s just that my in-laws are in town and they want a charcuterie board. This isn’t going to be easy, so I need you to be brave, alright? What’s your name? Patricia. Patricia, alright. I need you to take a deep breath. We’re about to do the cheese. You know, that’s the difference between eating organic and not organic. So because my wife eats organic, I had to take the 10 minutes needed to compare rates to save the $20,000 a year on credit card fees just for one of my companies One question, what’s the brand name the clock the brand name of the clock Rod? We have a name of the clock It’s an elegant from Ridgeway. It’s from Ridgeway Let’s Let’s buy by the clock and sell the fireplace I encourage everybody out there go to thrive time should I come forward slash credit dash card. You schedule a free consultation, request information, a member of our team will call you, they’ll schedule a free consultation. It should take you ten minutes or less, and they’re going to compare rates and see if they can’t save you more than $3,000 a year off of your credit card processing. You were hoping what? I wouldn’t owe you money at the end of the day. No, you don’t owe us money. Because at the end of the day, at the end of the day, the goal of the business is to create time freedom and financial freedom. And in order to do that, you need to create additional profits. The number of new customers that we’ve had is up 411% over last year. We are Jared and Jennifer Johnson. We own Platinum Pest and Lawn and are located in Owasso, Oklahoma. And we have been working with Thrive for business coaching for almost a year now. Yeah, so what we wanna do is we wanna share some wins with you guys that we’ve had by working with Thrive. First of all, we’re on the top page of Google now, okay? I just wanna let you know what type of accomplishment this is. Our competition, Orkin, Terminex, they’re both $1.3 billion dollar companies. They both have two to three thousand pages of content attached to their website. So to basically go from virtually non-existent on Google to up on the top page is really saying something. But it’s come by being diligent to the systems that Thrive has. By being consistent and diligent on doing podcasts and staying on top of those podcasts to really help with getting up on what they’re listing and ranking there with Google. And also we’ve been trying to get Google reviews, you know, asking our customers for reviews. And now we’re the highest rated and most reviewed Pessamon company in the Tulsa area. And that’s really helped with our conversion rate. And the number of new customers that we’ve had is up 411% over last year. Wait, say that again. How much are we up? 411%. Okay, so 411% we’re up with our new customers. Amazing. Right. So not only do we have more customers calling in, we’re able to close those deals at a much higher rate than we were before. Right now our closing rate is about 85% and that’s largely due to, first of all, like our Google reviews that we’ve gotten. People really see that our customers are happy, but also we have a script that we follow. And so when customers call in, they get all the information that they need. That script has been refined time and time again. It wasn’t a one and done deal. It was a system that we followed with Thrive in the refining process, and that has obviously the 411% shows that that system works. Yeah, so here’s a big one for you. So last week alone, our booking percentage was 91%. We actually booked more deals and more new customers last year than we did the first five months, or I’m sorry, we booked more deals last week than we did the first five months of last year from before we worked with Thrive. So again, we booked more deals last week than the first five months of last year. It’s incredible, but the reason why we have that success by implementing the systems that Thrive has taught us and helped us out with. Some of those systems that we’ve implemented are group interviews, that way we’ve really been able to come up with a really great team. We’ve created and implemented checklists, everything gets done and it gets done right. It creates accountability, we’re able to make sure that everything gets done properly both out in the field and also in our office. And also doing the podcast like Jared had mentioned that has really really contributed to our success, but that like is of the diligence and consistency and doing those and that system has really really been a big blessing in our lives and also you know it’s really shown that we’ve gotten a success from following those systems. So before working with Thrive, we were basically stuck. Really no new growth with our business. And we were in a rut. And we didn’t know… Okay. The last three years, our customer base had pretty much stayed the same. We weren’t shrinking, but we weren’t really growing either. Yeah. And so we didn’t really know where to go, what to do, how to get out of this rut that we’re in. But Thrive helped us with that. They implemented those systems, they taught us those systems, they taught us the knowledge that we needed in order to succeed. Now it’s been a grind, absolutely it’s been a grind this last year. But we’re getting those fruits from that hard work and the diligent effort that we’re able to put into it. So again, we were in a rut, Thrive helped us get out of that rut. And if you’re thinking about working with Thrive, quit thinking about it and just do it. Do the action and you’ll get the results. It will take hard work and discipline, but that’s what it’s going to take in order to really succeed. So, we just want to give a big shout out to Thrive, a big thank you out there to Thrive. We wouldn’t be where we’re at now without their help. Hi, I’m Dr. Mark Moore. I’m a pediatrician. Through our new digital marketing plan, we have seen a marked increase in the number of new patients that we’re seeing every month, for example, we went from 110 new patients the previous year to over 180 new patients in the same month. And overall, our average is running about 40% to 42% increase month over month, year over year. The group of people required to implement our new digital marketing plan is immense, starting with a business coach, videographers, photographers, web designers. Back when I graduated dental school in 1985, nobody advertised. The only marketing that was ethically allowed in everybody’s eyes was mouth-to-mouth marketing. By choosing the use of services, you’re choosing to use a proof-and-turn-key marketing and coaching system that will grow your practice and get you the results that you’re looking for. I went to the University of Oklahoma College of Dentistry, graduated in 1983, and then I did my pediatric dental residency at Baylor College of Dentistry from 1983 to 1985. Hello, my name is Charles Colaw with Colaw Fitness. Today I wanna tell you a little bit about Clay Clark and how I know Clay Clark. Clay Clark has been my business coach since 2017. He’s helped us grow from two locations to now six locations. We’re planning to do seven locations in seven years and then franchise. Clay has done a great job of helping us navigate anything that has to do with running the business, building the systems, the checklists, the workflows, the audits, how to navigate lease agreements, how to buy property, how to work with brokers and builders. This guy is just amazing. This kind of guy has worked in every single industry. He’s written books with Lee Crocker, the head of Disney with the 40,000 cast members. He’s friends with Mike Lindell. He does Reawaken America tours where he does these tours all across the country where 10,000 or more people show up to some of these tours. On the day-to-day, he does anywhere from about 160 companies. He’s at the top. He has a team of business coaches, videographers, and graphic designers, and web developers. They run 160 companies every single week. Think of this guy with a team of business coaches running 160 companies. In the weekly, he’s running 160 companies. Every six to eight weeks, he’s doing Reawaken America tours. Every six to eight weeks, he’s also doing business conferences where 200 people show up and he teaches people a 13-step proven system that he’s done and worked with billionaires, helping them grow their companies. I’ve seen guys from start-ups go from start-up to being multi-millionaires, teaching people how to get time freedom and financial freedom through the system. Critical thinking, document creation, making it, putting it into, organizing everything in their head to building it into a franchisable, scalable business. One of his businesses has like 500 franchises. That’s just one of the companies or brands that he works with. So, amazing guy. Elon Musk, kind of like smart guy. He kind of comes off sometimes as socially awkward, but he’s so brilliant and he’s taught me so much. When I say that, like Clay is like he doesn’t care what people think when you’re talking to him. He cares about where you’re going in your life and where he can get you to go. And that’s what I like the most about him. He’s like a good coach. A coach isn’t just making you feel good all the time. A coach is actually helping you get to the best of you. Clay has been an amazing business coach. Through the course of that, we became friends. My most impressive thing was when I was shadowing him one time. We went into a business deal and listened to it. I got to shadow and listen to it. When we walked out, I knew that he could make millions on the deal. They were super excited about working with him. He told me, he’s like, I’m not going to touch it I’m going to turn it down because he knew it was going to harm the common good of people in the long run and the guy’s integrity just really wowed me. It brought tears to my eyes to see that this guy, his highest desire was to do what’s right and anyways just an amazing man. So anyways, it impacted me a lot. He’s helped navigate anytime I’ve got nervous or worried about how to run the company or, you know, navigating competition and an economy that’s like, I remember we got closed down for three months. He helped us navigate on how to stay open, how to get back open, how to just survive through all the COVID shutdowns, lockdowns. I’m Rachel with Tip Top K9 and we just want to give a huge thank you to Clay and Vanessa Clark. Hey guys, I’m Ryan with Tip Top K9. Just want to say a big thank you to Thrive 15. Thank you to Make Your Life Epic. We love you guys, we appreciate you, and really just appreciate how far you’ve taken us. This is our old house, right? This is where we used to live years ago. This is our old neighborhood. See? It’s nice, right? So this is my old van and our old school marketing and this is our old team and by team I mean it’s me and another guy. This is our new house with our new neighborhood. This is our new van with our new marketing and this is our new team. We went from four to fourteen and I took this beautiful photo. We worked with several different business coaches in the past and they were all about helping Ryan sell better and just teaching sales, which is awesome, but Ryan is a really great salesman. So we didn’t need that. We needed somebody to help us get everything that was in his head out into systems, into manuals and scripts and actually build a team. So now that we have systems in place, we’ve gone from one to ten locations in only a year. In October 2016, we grossed 13 grand for the whole month. Right now it’s 2018, the month of October. It’s only the 22nd, we’ve already grossed a little over 50 grand for the whole month, and we still have time to go. We’re just thankful for you, thankful for Thrive and your mentorship, and we’re really thankful that you guys have helped us to grow a business that we run now instead of the business running us. Just thank you, thank you, thank you times a thousand. The Thrive Time Show, two-day interactive business workshops are the highest and most reviewed business workshops on the planet. You can learn the proven 13-point business systems that Dr. Zellner and I have used over and over to start and grow successful companies. When we get into the specifics, the specific steps on what you need to do to optimize your website. We’re going to teach you how to fix your conversion rate. We’re going to teach you how to do a social media marketing campaign that works. How do you raise cap? How do you get a small business loan? We teach you everything you need to know here during a two day, 15 hour workshop. It’s all here for you. You work every day in your business, but for two days you can escape and work on your business and build these proven systems so now you can have a successful company that will produce both the time freedom and the financial freedom that you deserve. You’re gonna leave energized, motivated, but you’re also gonna leave empowered. The reason why I built these workshops is because as an entrepreneur I always wish that I had this and because there wasn’t anything like this I would go to these motivational seminars, no money down, real estate, Ponzi scheme, get motivated seminars and they would never teach me anything. It was like you went there and you paid for the big chocolate Easter bunny, but inside of it, it was a hollow nothingness. And I wanted the knowledge, and they’re like, oh, but we’ll teach you the knowledge after our next workshop. And the great thing is we have nothing to upsell. At every workshop, we teach you what you need to know. There’s no one in the back of the room trying to sell you some next big get-rich-quick, walk-on-hot-coals product. It’s literally, we teach you the brass tacks, the specific stuff that you need to know to learn how to start and grow a business. I encourage you to not believe what I’m saying, but I want you to Google the Z66 auto auction. I want you to Google elephant in the room. Look at Robert Zellner and Associates. Look them up and say, are they successful because they’re geniuses or are they successful because they have a proven system? When you do that research, you will discover that the same systems that we use in our own business can be used in your business. Come to Tulsa, book a ticket, and I guarantee you it’s going to be the best business workshop ever. We wouldn’t give you your money back if you don’t love it. We built this facility for you and we’re excited to see it. We go back eight years ago. Think about the number of clients you had back then versus the number of clients you have now. As a percentage, what has been the growth over the past eight years, do you think? We’ve got to inspire somebody out there who just doesn’t have the time to listen to our call. Well, okay, so Clay, it’s like I would go up and down from about $10,000 a month up to about $40,000, but it’s up and down roller coaster. So now we’ve got it to where we’re in excess of 100 clients. That’s awesome. And so I would have anywhere from 5 clients to 20 clients on my own with networking, but I had no control over it. I didn’t. Without the systems, you’re going to be victimized by your own business. For somebody out there who struggles with math, if you would say that your average number of clients was 30 and you go to 100. As a percentage, what is that? I have doubled every year since working with you. So I’ve doubled in clients, I’ve doubled in revenue every year. That’s 100% growth every year I’ve worked with you. So I’m looking, we’ve been good friends 7, 8 years and I’ve got doubled 5 times. Which is just incredible. I mean the first time you do it, that’s one thing, but when you do it repeatedly, I mean that’s unbelievable. We’re working our blessed assurance off this year to double. We’re planning on doubling again. We’re incorporating some new things in there to really help us do it, but we are going to double again this year. I started coaching, but it would go up and down, Clay. That’s when I came to you, as I was going up and down, and I wanted to go up and up instead of up and down. And so that’s when it needed a system. So creating a system is you have nailed down specific steps that you’re going to take, no matter how you feel, no matter the results. You lean into them, and you do them regardless of what’s happening. You lean into them, and it will give you X number of leads, you follow up with those leads, it turns into sales. Well I tell you, if you don’t have a script and you don’t have a system, then every day is a whole new creation. You’re creating a lot of energy just to figure out what are you going to do. And the best executives, Peter Drucker is a father of modern management. He said, the most effective executives make one decision a year. What you do is you make a decision, what is your system, and then you work like the Dickens to make sure you follow that system. And so that’s really what it’s all about. So with a script here, I, you know, I, we have a brand new gal that just came in working for us. She nailed down the script and she’s been nailing down appointments. Usually we try to get one appointment for every hundred calls. We make two to three hundred calls a day per rep. Right. And she’s been nailing down five and eight appointments a day. Somebody out there’s having a hard time. On that script! So she’s making how many calls a day? She’s making between two and three hundred calls a day. And our relationship is weird in that we do, if someone were to buy an Apple computer today, and, or let’s say you buy a personal computer, a PC, the computer is made by, let’s say, Dell. But then the software in the computer would be Microsoft, let’s say, or Adobe, or whatever that is. So I basically make the systems, and you’re like the computer and I’m like the software. It’s kind of how I would describe our relationship. Tim, I want to ask you this. You and I reconnected, I think it was in the year 2000 and, what was it, maybe 2010? Is that right? 2011 maybe? Or maybe further down the road, maybe 2013? 2012. Okay, so 2012, and at that time I was five years removed from the DJ business. And you were how many years removed from tax and accounting software? It was about 10, 11 years. We met, how did we meet? What was the first interaction or some interaction where you and I first connected? I just remember that somehow you and I went to Hideaway Pizza, but you remember when we first reconnected? Yeah, well we had that speaking thing. Oh there was, so it’s Victory Christian Center, I was speaking there. My name is Robert Redman. I actually first met Clay almost three years ago to the day. I don’t know if he remembers it or not, but I wasn’t working with him at the time. I asked to see him and just ask him some questions to help direct my life, to get some mentorship. But I’ve been working with Clay for now just over a year. The role I play here as a business coach, business consultant, I work with different businesses implementing best practice processes and systems that I have learned here by working with Clay. The experience working here has, to put it real plainly, has been just life changing. I have not only learned new things and have gained new knowledge, but I have gained a whole new mindset that I believe wherever I end up will serve me well throughout the rest of my life. Since working with Clay, I have learned so much. I mean, I would like to say it was everything about business in terms of the different categories. I haven’t learned it all, but I’ve learned all about marketing. I’ve learned about advertising. I’ve learned about branding. I’ve learned how to create a sales process for organizations in any industry. I’ve learned how to sell. I’ve learned how to create repeatable systems and processes and hold people accountable. You know how to hire people. It’s almost like every aspect of a business you can learn. I have learned a lot in those different categories. And then again the the mindset that I’ve gained here has been huge. Working here, you can’t be a mediocre person. You are a call to a higher standard of excellence. And then as you’re called to that standard here, you begin to see those outcomes in every area of your life, that standard of excellence that you want to implement no matter what you’re involved in. I would like to describe the other people that work with Clay are people that are going somewhere with their life. Marshall and the group interview talks about how you know the best fits for this organization are the people that that are goal-oriented so they’re on their own trajectory and we’re on our own trajectory and the the best fits are those people where there can be a mutually beneficial relationship that as we pursue our goals and we help the business pursue those goals, the business helps us pursue our goals as well. And so I would say people that are driven, people that want to make something of their lives, people that are goal-oriented, they’re focused, and they’re committed to overcoming any adversity that may come their way. Clay’s passion for helping business owners grow their businesses is, it’s unique in that I don’t know if there’s anyone else that can be as passionate. You know, whenever a business starts working with Clay, it’s almost as like Clay is running that business in the sense that he has something at stake. He’s just serving them. They’re one of his clients. But it’s as if he is actively involved in the business. Whenever they have a win, he’s posting it all over his social media. He’s shouting it across the room here at Thrive. He’s sending people encouraging messages. He can kind of be that life coach and business coach in terms of being that motivator and that champion for people’s businesses. It’s again unique because there’s no one else I’ve seen get so excited about and passionate about other people’s businesses. The kind of people that wouldn’t like working with Clay are people that want to get through life by just doing enough, by just getting by, people who are not looking to develop themselves, people who are not coachable, people who think that they know it all and they’re unwilling to change. I would say those are the type of people. In short, anyone that’s content with mediocrity would not like working with Clay. So if you’re meeting Clay for the first time, the advice I’d give you is definitely come ready to take tons of notes. Every time Clay speaks, he gives you a wealth of knowledge that you don’t want to miss. I remember the first time that I met Clay, I literally carried a notebook with me all around. I was looking at this notebook the other day, actually. I carried a notebook with me all around and I just took tons of notes. I filled the entire notebook in about three or four months just from being around Clay, following him and learning from him. And then I would say come coachable. Be open to learning something new. Be open to challenging yourself. Be open to learning and adjusting parts about you that need to Be open to learning and adjusting parts about you that need to be adjusted.