Entrepreneur | Principles of an Effective Advertisement 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 get 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 where I’mma dive. So if you see my wife and kids, please tell them hi. It’s C and Z up on your radio. And now, 3, 2, 1, here we go! We started from the bottom, now we’re here. We started from the bottom, and that’s what we’re about to do. What is going on, Tulsa? It is a magnificent Monday. It’s 5 PM. You’re in your car. You’re driving, maybe very far, maybe very short, we don’t know, but you’re leaving, you’re going somewhere, you’re in traffic, and you are listening to the Thrive Time Show. My name is Captain Clay Tiberius Clark, and I am joined as always with my co-host and really mentor, life coach, America’s Most Beautiful Man, and Tulsa’s number one optometrist, it is Dr. Robert Zellner. How are you, sir? I am beautiful for radio. You know, I was always told I had the Face for radio radio. Well you have the ears you have the ears of I don’t even have a description for that Really just your ears are gorgeous and your face is for radio and your your hair your hair Just says you don’t care. That’s what it says you know what’s impressive about your hair I’ve never seen it not look exactly as it looks right now or anything about me It just is you were this you have the same blue suit the same white. I’m looking on Facebook Live, he’s like Einstein. So is it Einstein who just had all the same suits just lined up? And, and, and real quick, Steve Jobs did that move. It’s simplicity. You know, William Shakespeare says that brevity is the soul of wit. I’m not saying I’m witty, I’m just saying I’m all about that brevity, trying to keep that short, trying to keep it simple. Barack Obama, our president here, he’s decided to simplify his wardrobe as well. Did you know that? I did not know that. He’s been choosing less colors. Is that what I could wear an orange jumpsuit every day or what? Yeah, an orange jumpsuit. Well. I don’t know. That’s a choice. I don’t know. Okay, now we have a very special guest here today. We have Ms. Ann Hanford of the incredible company that I use called Valpak. I love Valpak. Ann, how are you doing? I’m doing great. Thanks for having me, Clay. Hey, there’s people listening right now who are asking themselves, what are you guys going to talk about today? And that’s a great question. I’m going to answer that, but you must be patient. Are you ready? I’m ready. Here we go. The eight principles of an effective advertisement campaign. I love advertisement. I love advertisement, too. And I’ll tell you what, Zee, we wanted to have an expert. So some people say, what’s ValPak? Wow. Ann, can you explain what ValPak is for someone listening who maybe is not familiar with these blue packets of awesome that arrive in the mail? ValPak is an envelope that’s mailed to the house once a month. We mail across the country. We mail 40 million envelopes a month. 40 million envelopes? Across the country once a month. I mail a hundred and sixty thousand envelopes every month. Wow. You don’t lick all the stamps do you? No, and we don’t stuff them here in town either. I want to brag about ValPak for a second. Elephant in the Room is a business that I’m a part owner of. When we opened up our new location in Broken Arrow, when we opened up our location in South Tulsa, when we opened up our location downtown, we always do the special. The special is still valid right now, by the way. It’s a dollar. We do a dollar for the first haircut. We mail it. I think it’s what, maybe, is it $450, is it $500? What do we spend to mail to a zone? What does that cost to mail to a zone? It costs $300 roughly. So we’re mailing $300 roughly to a zone. How many people are in a zone? And that’s 10,000. 10,000 people. I’m just going to tell you, we track every day. How do people hear about us? We ask customers, how did you hear about us? We have many, many, many, many people that say, I received the mailer. We say, this time? No, I got it last month. Oh, you got it this month? Oh, I got it last month. We just mail over and over, and it works because it’s effective advertising. And so we’re going to break down the eight principles here of an effective advertisement campaign. And we’re also joined here, like I said, with Dr. Zellner, who’s an advertisement machine. We have two juggernauts of advertising in the same place at the same time. I’m so excited. And, you know, you’re not bad yourself. I’m a very, very effective, but I’m kind of a… I have a… You’re like a gorilla. Marketing campaign. You know the… Let me tell you how good I… All the little secret moves that you do. I read Rockefeller’s book, Titan. And I stole all of his moves. Let me tell you what I did before I ended up selling that. Today I just sold the final wedding business. I’m done now. Drop the mic. I’m out of the wedding business. Oh, no. Done. Oh, the brides out there are heartbroken. No, no, no, no. Millions and millions done now. But this is what I did. I realized Rockefeller, he realized that people had to ship his competitors, they were shipping oil, they had to ship it on railroad cars. So he thought, you know what, if they have to ship it from point A to point B to point C, I’ll just buy point B and shut it down. And if my competitors want to use my railroad, point B, then they’re going to have to pay me a tariff. And by the way, I’ll charge so much that it’s impossible to compete with me because they’ll always have to pay so much in tariffs they can never beat me. Hence the monopoly he almost built. So what I did is I started the Tulsa Bridal Association and I have my own wedding show. So if you wanted to be in the wedding show, guess who owned the wedding show? Let me guess, Captain Clark? Yeah, the guy who owned DJ Connection. And guess who owned the party rental company? The guy who owned the wedding show. And the guest who owned the photography company. The guy who owned the DJ company, who owned the photography company, or who owned the rental company, who owned the wedding show, and guess who was in cahoots with the travel agent. And guess who was in cahoots with the video. And I can say my whole plan right now because I’m out of it. I like the word cahoots. That was the move and it worked so well. It was awesome. It made millions of dollars. So the first move here is not to create a monopoly, but if you want to, I can talk to you about how to do that. By the way, I love that game Monopoly, and if my older brother Eric is listening right now, it got to the point where I had to pay him money to play me in Monopoly when we were kids. Because you just fight so much? No, because I loved it and I would win, and then he would lose hard, and I’d be like, okay, wait, wait, wait, wait, I’ll give you a dollar to finish out the game. I’ll give you a 50 cents to finish out the game, which back then was a lot of money. That was back when a dollar was a dollar. Back when a dollar was a dollar. Back when you could take a dollar and you could buy four candy bars for a dollar. You remember that? Four candy bars for a dollar? Andy, you remember that? That was a beautiful time in American history. That was beautiful. That was like the golden era. Okay, I’m going to get into this first one. You must know your target audience. You must know your target audience. Why is it so important for business owners to know who is the right customer for them and who isn’t? Why is it important to know that if they’re going to work with you with Val Packer, do any kind of advertising? Most people think everybody is their customer. Everybody, Ann? I want to mail to everybody. You’re listening to the Thrash Time Show on Talk Radio 1170. We were back. It’s kind of a crazy thing we do. We just got to reset. It’s a beautiful thing, Ann. Sorry to just hit you with the sound effects. Sorry. When I raise my fist like that, that means you’re getting ready to get popped. So let me ask you, why is it so important? Well, because why waste your money doing something that isn’t going to bring in the people that you want? You need to know who you target marketing and who you need to advertise to. You had the wedding, so you advertised to future brides. Now I’ll tell you what, I talk about this often, but when I first started DJ Connection, I did not market to brides. I marketed to dudes and I did it so unsuccessfully that I was forced to start to market to brides. I’m just saying I didn’t know my target audience. So I want to encourage anybody listening right now, you have to know your target audience. In fact, there’s a notable quotable I want to read to you by Mr. Seth Godin. Who’s Seth Godin? He’s a best-selling author, marketing expert, the author of The Purple Cow. He says this, Our job is to connect to people, to interact with them in a way that leaves them better than we found them, more able to get where they’d like to go.” So he’s talking about, hey listen, he’s trying to wow these customers. He’s trying to offer them a service and product that they need. Another notable quotable says, if it doesn’t sell, it isn’t creative. This is from David Ogilvie. This is a guy who invented the Dove advertising campaign. He was the guy who crafted that whole Dove original marketing campaign that was so successful. Z, I want to ask you this. Why is an ad not creative in your mind if it doesn’t sell? If an ad is just super creative, but it doesn’t sell, why is it kind of an oxymoron to have a creative ad that doesn’t sell? In your mind, what makes an effective creative ad, Z? One that has a call to action. One that makes people want to do something. I mean that’s what you’re having to do. Advertising is really a tad bit of mental mind control. Mind control. Mind control. I’m going to make you do something. I’m thinking of something right now. I want you to guess the number. It’s between one and two right now. Guess the number between one and two. 1.5. Yes! That is the number. Control of your mind. You did! Oh my gosh! That just popped out of nowhere. Now, Valpak has done a ton of research. They have this thing called the Ohio Method. They’ve been doing research for years. Valpak is in how many states? Are we in every state at this point? Is Valpak everywhere? Is it all over the country? All over the country. All over the country. And they have this thing they came up with called the Ohio Method to kind of break down effective advertising. Ann, can you walk us through what the Ohio Method is? What’s that all about? It started, or the graphic artists that ValPak has, and we’ve got hundreds of them, they came up with a system when a graphic artist does an ad for ValPak, they try to put the offer on the left, header across the top, H, wait, offer, header, information, which would be your bullet points and information down in the middle, and another offer on the right. Ohio. Ohio. There you go. LeBron James. Unbelievable. There you go. That’s a move and there’s a system. And I’ll tell you what, I have consistently advertised, and this is what I do, full disclosure, Elephant in the Room is a membership-based business. So once we fill up, once we’re sold out on memberships, we can’t see any more customers and then we open up another location. So if you’ve ever seen us with Elephant in the Room advertise and do mailers in your area, it’s because we’re building the business and then once we’re full, we move on to the next market. But we’ve used ValPak for our photography business before. I refer ValPak to my clients that we work with today. And Z, you’ve chosen a different thing. You’ve chosen to do a lot of radio. Right, and I’ve also used ValPak. You have? Yeah. Really? I don’t think there’s anything in town that I haven’t used at some point, to be honest with you. What’s your favorite? What’s your favorite move for you? What’s the move that you’ve arrived on that you’re stuck to? What’s your super move? Because everyone has their own favorite move. My move was radio and getting an endorsement from the on-air personality. We used to call them DJs. And so that was kind of always my move that I did. And I kind of grew. First I was on one radio station, then two, then three, then four, then five. And then now I do about six or seven. I try to rotate those around every year. But that’s kind of my… One thing I started was radio and I’ve never varied from that. I’ve done billboards, a season of that, a season of mail outs, i.e. Valpak. I’ve done all kinds of different things. But radio is probably one thing that I’ve started with and stuck with. Now again, this is that DJ old school wisdom here, Z. You worked with DJs. Wasn’t that scary, putting your optometry in the hands of DJs Wasn’t that scary putting your optometry in the hand of DJs? Oh my gosh. I’m a recovering DJ I know what that’s a little I know what that feels like now that you put it like that I I what was I thinking what was I what was I I don’t what was I thinking? I don’t know now I’m tell you this if you’re listening right now, and you want to move the needle you want to sell more stuff You want to stay tuned we’re going to talk about up next our second principle Which is being consistent the importance of consistency when I say consistency, I mean saying the same thing over and over and over. Back into the dojo of mojo. We are broadcasting from the left coast of the Arkansas River in Jinx, America. Beautiful Jinx, America, right here at the Thrive15.com world headquarters. And I’m going to tell you what, I’m going to tell you what, I am honored to be joined today. Who am I? I am Clay Clark, co-host of the Thrive Time Show, but I’m honored to be joined with two advertising moguls. We have Dr. Robert Zellner. Perhaps you’ve heard of his optometry clinic. Z, have you ever met somebody in Tulsa who has not heard of your optometry clinic? Yes, and it always upsets me greatly. You know what? If you had heard of that person, if that person was listening right now, they can no longer say they haven’t heard of it because they just heard of it again. I got one. There we go. I’m going to mark that one off the list over here. Hold on. And we are joined here with Ms. Anne Hanford. She is with Valpak, and Valpak is a trusted marketing resource for thousands of entrepreneurs all over the planet. Ann, how are you doing? I’m doing great. Now, we are honored to have you here. We’re talking about this concept of being consistent, and I was thinking about what’s the best way to explain the importance of being consistent. And so what I did is I got some notable quotables. I did my research. I’m a big reader, a big voracious reader, and a notable quotable that I’ve read over the years that always blows my mind is my main man Zig Ziglar. Zig also a guy with the last name Z. And first name Z that’s what I love about him. Double Z. ZZ Top. Love it. You can’t get enough Z. He says this, he says people often say that motivation doesn’t last. Well neither does bathing. That’s why we recommend it daily. Oh, Zig, you guys. The thing is, you really, really need to be consistent. But yet another notable quotable, now another notable quotable is from Inc. Magazine. These guys at Inc. Magazine, they said, your employees and your customers need a predictable flow of information from you. All too often, I see businesses, both small and large, adopt a campaign or initiative only to end it before it gains traction. It’s effective to run many advertisements, numerous blogs, weekly newsletters, or continual process changes throughout a year. It’s ineffective to run many different things and not measure anything. You have to be consistent with something. So I have a little sound effect I want to cue up here. It came in kind of loud, but that’s okay. It came in hot. It came in hot. I’ve been married now for 15 years. I’m pretty sure my wife’s been to your optometry clinic. You’ve diagnosed her as being 117% blind. She can’t see me. She doesn’t know what I look like. But I’ve been fishing. I’ve been trying to keep her on the hook for 15 years. So every night I come home, I tell her what a beautiful human she is. I apologize for being a man-bear pig. And I’m just consistent. I dress the same. I look the same. I show up. I tell her I love her, I check the boxes, I pay the bills, but it’s consistency. Now I thought for a while, one move that I would do, when I was 21, I was a jackass. I thought one night, I’m going to hang out with my buddies, and I am going to not return to the Batcave. I’m going to be out, and we’re just going to, you know, doing what dudes do. We didn’t go to any crazy places, but we’re like at, you know, Taco Bueno at like 3 in the morning, you know laughing, you know shoving each other It was Taco Cabana and Taco Cabana had that little microphone where they would call your orders Yeah We could take the microphone when the guy cuz it goes the guy worked there is very passive and we would take the microphone and Go and we’re super intoxicated. We would say I’d like to order 75 burritos We would do that and we would just laugh. And then you could order and other people, like you’d call their name, we need C-more burritos. And so we did that until like four in the morning. And I came home and you know what happens, Z? You know, probably you came home to… I was thinking I was going to come home to this. I thought I was going to come home to this kind of excitement and she was going to go because I was still in that kind of that drunken stupor of having made false announcements. I’ve eaten three burritos, you can’t stand up. And I come home and you know what’s not happening? There’s no party going on. She’s upset. Really? I upset her. She probably doesn’t remember this story, but I came home, she was so mad, and I was sleeping on the couch. And there’s a lot of business owners who are sleeping on the couch because you’re not being consistent with your advertisement. You’re listening to the Thrash Time Show on Talk Radio 1170. If I am an advertiser, how often should I be running a…if I do ValPak or radio or whatever I do, how consistent do I need to be to have any type of effective results? As an advertiser, salesperson, I would say monthly. You have to always be consistent. You have to be consistent in the message that you are sending out and making sure it gets out there in front of people. You have to be consistent? Do you have to get that message, that brand? Does it have to be a consistent look? Can you change your logo every five minutes? No. I have people that have done that before until they figure out what their niche is and then they stick with it. A lot of times people jump all over the board and that isn’t being consistent. They will buy areas and every month do a different area and that isn’t being consistent either. You have to stay in front of the same people every month with the same look. You can change things and modify it whether it’s the offer. I have clients that do things seasonally. You advertise real consistently until your business is full. This is the thing with Elephant in the Room. We have people on the show. We don’t give you that BS. It’s business school without the BS. There’s no hidden agenda here. I’m just telling you, I advertise with Valpak consistently. I’ll tell you, when Elephant in the Room gets full, we stop advertising. Why? Because we can’t sell any more stuff in the store. We’re fully booked out. We have a membership-based business. So, what do we do? We open up another location. That’s why we’re going to open up some more here soon. So, Owasso, we’re going to be coming out there soon. Owasso, get ready. Owasso, get prepared. Now, Z, I want to ask you, consistency. How important is it to be consistent with advertisement, and how consistent are you with your advertisement? It drives me crazy when I talk to a startup business and they say, hey man, I see you do radio. I’m going to do some radio. And I’m like, okay, yeah, I’m successful. Make sure you’re saying the right thing and you’re being consistent with it and that you’ve got good reach and frequency, which is a terms in radio. And so then, you know, a few months later I bump into him again at a coffee shop or Target or wherever and I’m going to I mean, I could have got another weed eater, could have got one of the Husqvarna’s, you know, because it’s better than the John Deere. I mean, some of the parts are a little better, you know, it could have gone to, I pulled the ads, man, I’ll tell you what. I tell you what, after, and I’m like, no, no, no, no, a month, that’s it, you’re just getting the people wetted. I mean, you’re just getting their appetite wetted. I mean, you can’t, a month doesn’t move the needle. And that’s what I love about ValPak for startup businesses. So if you’re listening out there and you’re thinking, hey, I’m going to start up a business, ValPak is so awesome because it’s very price, you know, how much is it per zone? It’s roughly $300 to mail. Are you kidding me? $300 for $10,000? Three cents a home. Three cents a home. So I’ll tell you what, so sick. Now Ann, I have a question for you. So let’s say I’m a start-up business and I budget some advertising dollars and I come to Valpak and we make an ad and we pick a zone and we think, you know, we’re trying to dot the I’s and cross the T’s and we send it out. When should we revisit, hey, we need to do something different if the needle doesn’t move? I mean how many times, how many months, what would you recommend? I’m a start-up guy and we send it out and just crickets, nothing comes in. How long do we let that run before we say we’ve got to change something? I would probably say two months. The first month we’ll go out just like we have a mailing going out this week. I’m on deadline next week for the October mailing, so somebody wouldn’t see the true benefits of a mailing. So after the second month, we need to talk, regroup. I see a lot of people that do ads and they go, I’m not doing any other marketing. I’ve never done marketing at all. And I’m going to do a ValPak mailer and I’m going to change the world. I’m going to do one mailer and it’s going to save my business. Where are they getting it wrong in? I wish that happened, but it doesn’t. I really do. I had a nail salon once back in Arizona before I moved here and he mailed 10,000. He mailed one area, went back the next month and said, are you ready to mail again? And he said, no. 10,000 people know I’m here now. And coming up after the break, we’re going to get more into that story. We’re going to talk about magic marketing and how it can’t save your business overnight. Hello and welcome back, Tulsa. You are listening to Tulsa’s only local business radio show. It’s the Thrive Time Show. The show that you listen to. It’s your Thrive Time during your drive time. You see what I did just there? I rhyme all the time. That’s just what I do. But here’s the thing. My name is Clay Clark. I’m the co-host of the Thrive Time Show. Across from me is Dr. Robert Zellner. And we have a very special guest with us today, Ms. Ann. Ms. Ann with Valpak. Can you tell us what ValPak is there? Anne, what is ValPak? For people who are just tuning in from other planets and they say, I’ve never seen ValPak. What is it? ValPak is direct mail advertising. They call it co-op advertising a lot of times where multiple people or businesses are in it and they all share the cost of the envelope, the label, the name on it, and the postage. So co-op. If I’m listening and I go, I’m in, I want to do that, let’s do mass mailers, I want to get started, how do they get a hold of you? What do they do? Do they call you? Do they send you a smoke signal? What’s the best way to get a hold of you? Any of those things. The best thing to do would be call me at the office. What phone number do you want me to call you at? 918-747-0990. Can you repeat that one more time for anybody like myself who’s driving the car with their knees and we’re just breaking all sorts of traffic things, we’re getting pulled over a lot of people. What’s that number one more time? 918-747-0990. Okay, and if you’re listening right now and you want to hear this show over and over again, and I know you do, you can go to Thrivetimeshow.com and do it, but we’re talking specifically right now about these moves, these eight principles for effective advertising. We’re talking right now about the idea of writing a powerful headline. I have an audio clip that’s ready and I’m hoping it works. It just plays instantly. I hope it’s beautiful. Here we go, get ready. This is my audio headline. Sorry, we’re going streaking through the quad and into the gymnasium. Come on, everybody! Come on! Snoop! Snoopaloo! Snoop! No, it’s cool, it’s cool. I’m cool. Bring your green hat, let’s go. Come on, everybody, we’re going! All right, that was from the movie Old School. That’s Will Ferrell talking about how he’s trying to get people to go streaking with him. That’s a headline. I guarantee you, everyone listening to this show right now, you will never forget this moment. You will never forget. For the rest of the day, you’re going to remember that I played an audio clip of a guy saying he wanted to go streaking. I guarantee it’s going to be stuck in your cranium for the rest of tonight. I guarantee it. Or at least until you get home. Until your drive’s over. And here’s the deal. We’re on Facebook Live, and we have a Facebook Live so you can actually watch today’s episode. In all the episodes, you can watch them live on Facebook there. You just go to Facebook and you search for Thrive 15. You can find it. What’s Facebook? And I can guarantee you that we might or might not go streaking at the end of today’s training. We might or might not. Let’s go do it down at the river. Down at the river. Okay, so I want to ask you, why is it important to write a powerful headline. Why can’t you just write a very beige, a very beige, a very vanilla headline? Why can’t you just write something like, Dr. Z’s Optometry, we’re pretty good and we’re professional. There’s so much clutter out there. There’s so many things, I say things, there’s so many things trying to grab people’s attention. And I mean, let’s face it, I mean, the best cat video is going to go viral, boom, tomorrow. You know what I mean? That’s going to go, meow, meow. It’s so cute. So there’s so many things out there that are striving for the same attention span that you have to stand out. You have to be creative. You have to be above and beyond to get some attention because if you don’t get no attention, you wasted your money. Oh wow. Now let me ask you this. You’ve ran some ads that some would call dirty. Okay. In a good way. In a very sweet, kind, loving way. Yes. I will own that. Okay, so I want to get into one of the ones that you’ve done that really lets me know that America is the place I want to be. America! Okay. You have done a special. Oh, you have, where you did one dollar LASIK, making every optometrist across America crazy. Actually, every ophthalmologist. Sorry, just for the record, a lot of people wonder which one of us is the doctor. It’s actually Dr. Zellner is the doctor. I’m kind of a sort of doctor. I’m just an optometrist. I’m not like a full doctor. You did a dollar special, though. You did a dollar LASIK surgery. How did you get away with that? How did I get away with that? How did you do it in America? Well, it was the second eye. You know, the first eye was $19.99, and so the second eye was $1.00. So it’s $2,000. I could have advertised. I started off with $999 an eye, so it’s kind of the same thing. I want to trump you. I have a better one. I mean, right off the billboard, I’ve got LASIK $1.00. I mean, it just almost burned out our phone lines. We literally almost burned out our phone lines. I can go all day. I’m going to beat you on this one, OK? All right. Across the street from us, they’re Great Clips is doing $4.99 haircuts right now. Okay, so we’re doing them for a dollar. Yeah Oh, yeah, just a dollar Just get up and if they made it 99 cents I’d go 98 cents and I just go back and forth until we’re paying people to get their hair cut six dollars to come in For a haircut no no and I want to ask you what’s the most effective or one of the most effective headlines? I mean what what what are some of the rules that in your mind that go into making an effective headline if I’m listening? I’m going I don’t know. I’ve got writer’s block for my entire life. I’ve never been able to figure it out. What is an effective way to make a headline? Where do I start? 99 Cent, Eyes. That would be a first great header. Oh yeah. That’s what America’s all about there. Right. You know, less is more. Less is more. So you want to keep it short and simple. Yep. Succinct. Yep. Okay. Now see, I’ve got another dirty move that I did. I’m very proud of this move. This was a great move. I went to the wedding show when I first started DJ Connection and I had no idea what I was going to charge. I just asked you, I’m not kidding, I just asked you, have you talked to their DJs? Yes. Let me ask you, what are they coaching? And they’d say, well, we’re just trying to find out. I said, whatever they are going to charge you, I will charge you $100 less. And that was my move and that’s what makes America possible because I’m trying to beat the heck out of my competition and you the customer are winning. Do you have another dirty move or did I take the cake there with that one? No, my first move was a pair of colored contacts for $99 and you got a free pair of clear ones. So it was two pair of contact lenses for $99. With the eye exam I could bundle it. It was a beautiful thing. So these are moves. We’re just trying to give you some headlines. Moves that actually work. I’m just encouraging you to take action. Don’t be a person who lets life pass you by, okay? Thomas Edison says that vision without execution is hallucination. Stop hallucinating. You can turn your business, your entrepreneurial dreams into reality. Just like my main man, Prince, the king of purple, he turned his musical aspirations into reality one song at a time. May he rest in peace. All right, Thrivers and Tulsa, welcome back here to the Thrive Time Show, Tulsa’s only local business radio show. My name is Clay Clark. I’m the former USSBA Entrepreneur of the Year, and I’m joined here with the co-host with the most. It’s Dr. Robert Zellner, entrepreneur trapped inside an optometrist’s body. Dr. Robert Zellner, how are you, sir? You know, I just figured out something. Since we’re the only live business talk show, that must mean we’re number one! We are number one, baby! We’re number one! Boom! I will tell you, we had a Thriver who I talked to today, and I want to give a big shout out here. His name is Brian. And Brian, we get off the phone, and he says to me, we’ve been talking to Brian a lot here, I’m just telling you, Brian’s awesome. And he says, TB12, baby. Now anybody who listens to this show knows I’m obsessed with Tom Brady. Oh no, no, here we don’t. I’m absolutely obsessed with Lobster, Tom Brady, winning, deflating balls, suspensions, steroids, whatever we got to do, filming the other guys, we will do what we have to do to beat… Just trying to get through one show without mention of him. He’s in Boston, he’s listening from Boston every day. How’s that possible? Well he’s using this thing, some people are starting to use the internet. Oh, is that a internet always and find a product that you will hot al gore he invented it pretty soon kids on my pads the city to the mp3s on the fax machines and boomer you know i’ve had the group with a high-level that that’s exactly how to happen as a represent how it happened while stop stop belaboring the point the point is people on the internet’s using the face books to google the things. Right? I believe, I think you’re, yes. Where is Mabel? Mabel. All right, so anyway, we’re here talking here about eight principles for making an effective advertisement campaign. And we’re moving on to the headline. We talked about how to make the headline. We’re moving on now about how to make these compelling benefits. And so Ann, I want to ask you, Ann here, she is the queen of advertising. She is the czar of marketing with ValPak. If you’re not familiar with ValPak, it’s an incredible service. You can mail. Can you explain to people how ValPak works there, Anne? What does ValPak do for people? ValPak, we mail once a month. We can mail an ad for you to 10,000 households for roughly $300. That includes artwork, set up, design, printing, mailing and digital. What a deal. They track it, Z. They have a thing where you can track what number people are calling. You can know specifically it just works. Yeah, put a coupon on there, then they’ve got to bring it in. I mean, you can track that. So anybody out there listening right now that says, I’m going to start a business, and we know from the records, 57%. We’re going to stay on that number. 57% of you listening out there are going, I’m going to start a business. And then they say, I can’t afford advertising. $300, if you can’t afford $300 to MelloZone, you should be starting a business. This is what I see. This is what I see. I see a lot of people, they get to this part of writing benefits. And I’m a business coach, so people pay me. They basically rent my mind, and I teach them how to do this. I actually write the text for them. But a benefit is basically a way that you solve a problem. So I’m going to read this notable quotable to you from Brian Tracy. And as I read it, I want you to marinate on it, OK? I want you to deep breath and just slow rotisserie marinate mentally. Here we go. People don’t buy products. They buy the result. The product will give, give, give, give, give, start your process of identifying your ideal customer by making a list of all of the benefits, benefits, benefits, benefits that your customer will enjoy by using your product or service. Brian Tracy, bestselling author and world-renowned speaker and business trainer. So you have to think about how does your product solve a problem for your ideal and likely buyer. So Ann, let’s talk about the ValPak that we do for Elephant in the Room, the company that I’m a part owner of. Our benefits, we say there, we do paraffin hand dip, we do hot towel treatment, we do straight razor shaves. Why is it so important that we list all the things that we do for the one dollar haircut? Why is it so important that we take the time to write those actual words? I think it is because then when the consumer looks at that, they know exactly what they’re going to get for that dollar. It’s not going to be a big question mark as to what do I get for my dollar. And I see this all the time with business owners. They go, well basically Z, what I’m going to do, I’m going to put some words on there and I’ll say like boom, bam, next thing you know we put a stamp on it, boom, done. Boom, done. And literally you’ll talk to the person and you’ll go, hey it’s spelled wrong and at no point did what you write have a point. And they go, oh Billy. Z, what are you talking about? I just put the thing on the thing and I hit the boom and the bam and the boom. Well, customers everywhere. How many times have you seen an ad where it’s nuts? Sometimes I’ll see an ad and I’ll say, that’s so bad, it makes me not want to use them now. I went to a- And I hate it when that happens. I got asked to speak at a major franchise conference about four years ago. This is a beautiful story. I get up there to speak and the CEO is livid. He is piping hot. He is red-veined. He goes, Clay, when you get up there today, I want you to talk about compliance. I said, absolutely. He goes, I’m serious. Well, I’m the keynote, so I’m speaking after the fourth guy, the fifth guy, I’m at the very end. He comes up after the second guy. He goes, you have to speak about compliance. I said, I know. You’re listening to The Thrash Talk Show on Talk Radio 1170. He says, I am, because he has down time to work on the business, not in it because he’s at this conference. He’s Google searching his own company and he’s finding that the franchise owners are making their own ads that are not compliant with the franchise brand standards. Oh, wrong, wrong. Let me just say it. One of them had made a spelling error that insinuated they only wanted to work with white people. Uh-oh. It was an accident. It was talking about how we’ll do this and we’ll make it pearly white, but basically they rewrote it somehow wrong. It basically said something like, if you’re white, we’ll make it pretty. It was like they screwed it up. It basically was an ad that was mass-mailed explaining to people that if you’re white, they wanted your business. Oh, no. Yeah, and it was just a headline. It had been mass-mailed or promoted or whatever, and the owner’s like, you have to talk. You just watched him throughout the day. He was looking he’s finding more and more non-compliant ads And so here’s a rule that I always want to tell people with the benefits. I always tell people read it twice out loud Go to sleep Read it again, and if other people read it. I always write your every write your benefits go to sleep Read it again the next morning cuz I will tell you always find those errors the second time the third time and you are meticulous. I know you’ve helped me a lot over the years to find those errors. How often do you get something that… the English language has been mangled so much that at no point does it make sense? All the time. I mean is it like half the time? Maybe a tenth of the time? Okay, a tenth of the time. But enough times. Okay, you can let it out. But you know, I feel that part of my job is to tell people when they’ve done that. If they just put too much on there, nobody is going to read it. I would do my clients a disservice if I didn’t say, let’s fix this. Now Zee, I want you to get real and raw with us, my friend. Okay, I want you to… Oh baby, I like it, Zee. Real and raw, Zee. Real and raw. Well, I’ll tell you what, one rule in billboards, and I’m thinking these are little billboards, is no more than six points of interest. Oh boy. In other words, you want to keep it, fewer is best. You want to tell what you’re doing, you want to give out your benefits of what you’re doing, but you want to do in a concise way Just like and said too busy toss too busy toss. Oh couple three four five six points bam bam bam looking good I’ll keep that one and if it’s a good call to action and it resonates with me then there you have it So I would tell people my advice is if you’re designing a billboard or you’re designing a mail piece You try to keep it down to about six points of boom boom boom boom much more than that. People go, okay, that’s too busy. Check out, click, throw away. You must answer the potential buyer’s question of what does this do for me? What does this do for me? And I did not mean to cut you off. Were you going to say something? Did I cut you off there? All I was going to say is our job, and same with the billboard or radio, is to get the phone to ring. And if we try to put too much on there and answer all their questions, it doesn’t do the right job. I’m very distracted. We are all very distracted, right? So this is how we go through life. We are all going, huh? So Z, what were you saying? I’m sorry, I was just sending a Facebook message. Were you really right then? You threw us a picture of a cat. I was doing a little bit of a slight to moderate rant. I was so hungry. What are we going to eat? Who are you? Oh my gosh. See, is today Pirate Day? No, that was last week. Oh my gosh, is there a cat video? That’s how people are doing life. And the sad thing is, you know how they have that rule where you can’t text and drive? Yes, that is a rule. I have a new piece of legislation I’d like to pass. Because you know how big I am of big government. I love big government. I want more laws, more regulations. By the way, I’d like to make just a little note there. You are probably the worst driver I’ve ever driven with. I’ll just say that out there right now You’re dishonest. I am the worst okay. You are so thank you. I will say this though There was a lady there day putting on makeup I watched her do it over there right off a 71st and garnet in front of that super target. Yeah, she’s putting on makeup While she’s driving got two hands going pretty she’s doing the whole game going on And I’m saying this is who we’re marketing to we’re trying to get these people’s attention So you have to answer the question what does the potential buyers quit what we you know you must answer the question, what does this do for me? You must answer her question, what does this do for me? You also have to make a massive list of solutions that you provide for your buyers. Why would anybody care? No one wants to part with their money. It might be hard to grasp as a business owner. For me, I know it’s very hard to grasp. The people don’t want to wake up and go, is this clay? Yeah, it is. I want to pay you. What do you do? I mean, no one wants to just wake up and pay you. Really? I thought they did. You have to convince people that you can solve a problem for them. You see, people will exchange their money in exchange for goods and services. That’s 101 right there. And we come back, we’re going to talk about this next move for creating effective advertising. It’s how to write a clear offer and specific call to action. A clear offer and a specific call to action. Zee, I have a specific call to action. You want to stay tuned, Zee, and listen through the break because we’re going to come back and teach you about how to write a specific call to action. I’ll big tease you. You want to stay tuned. It’s going to be a life changer. What is going on, T-Town Tulsa? What is going on, Thrivers? You are listening to the Thrive Time Show, and I happen to be your co-host with The Most. The voice of choice. I am the dude with the attitude. Your broda from Minnesota sent here to teach entrepreneurship in your ear. I am joined, as always, with Dr. Robert Zellner, America’s number one optometrist and most humble. Is that been verified? I mean, America’s? Like North America or just like the United States of America? When I interviewed you last night and I said, are you in fact the most humble? And you said, yes I am. And then you ordered that engraved trophy for yourself. I knew at that moment that you were the most humble optometrist ever. Well, I participated, so I needed a trophy. I mean, you know, you participate, you get a trophy, right? And we’re joined here today with somebody who might be a little more special than both of us. It is Miss Anne Hanford, and she is the guru, the franchisee behind the Valpak brand. Anne, thank you for being here. Can you explain to people what Valpak is all about? Valpak is about getting your business in front of thousands and thousands and thousands of people for pennies per household. I’m not interested. I’d rather just get in front of no one and wait for my phone to ring, Ann. What if someone is saying that right now? They’re going, I don’t want to advertise. Forget Valpak. There’s advertising in general. What would you say to a business owner who says, I don’t want to advertise, it’s all word of mouth, all my business is word of mouth, Ann? What would you say? You know, ValPak, any advertising is a necessary evil and I feel that word of mouth is the best by far. It just takes the longest. So if you want to do something a little quicker, I’m here to help you. It’s like cell steroids. It’s like the gas pedal of a car. Just hammer down on that thing. Hammer down. Guess what your car will do? It will go faster. It will go faster. Now this just in. We’re moving on to point number five. We’re going to the action item number five. How to make effective advertisements. You must write a clear offer and a specific call to action. You have to do that. I’m going to read you a little quotable from Entrepreneur Magazine. These guys, this is what they’re saying. They’re saying, by the time your reader comes to the end of the sales piece, there should be no doubt as to what to do next. You want to create a sense of urgency. Urgency. Urgency. Urgency. What? Whoa! Now, Z, we have this just in. Business question highlight. Dr. Robert Zellner, I had a question for you. I was just curious. Why do I have to write a call to action? I’d rather just be vague and keep it simple and keep it clean and keep it vague, you know, because I don’t know. I really don’t want to get into the specifics. I just want to brand myself. Well, then what you need to do is go down to the cattle store and get one of those metal brands heated up to blistering red hot and just brand yourself if that’s what you want to do. I see people all around the world, I used to do it, I know as a business owner I did it, I used to suffer from the dark art of Jackassery. Now Jackassery is a universal cosmic habit force that binds the universe of poverty together and what it does is it justifies stupidity. It elevates stupidity, actually. Eight out of ten business owners are failing, according to Forbes. According to Inc., you’ve got 98% that aren’t making it past five years. 96%. I wouldn’t call you a liar for 2%. 96%. So what happens is, we’re all getting together at these networking events. We’re all going to chambers, and this is what we’re doing. We’re all sitting together in the chambers, and we’re having cheese. There’s a speaker. He just got up. They did the American flag thing, you know, where you stood and you stood and we did the Pledge of Allegiance, we sang the anthem, there’s a guy speaking about tax reform or how the next House Bill 20-whatever is going to save America or destroy civilization as we know it. And now that we’re sitting across from a guy and he says, you know, Z, I have found that as a lawyer, advertising doesn’t work, you know, because a good lawyer is all word of mouth. You know what I mean? It’s all word of mouth. I mean, that’s because the words out of the mouth, you know what I’m saying? And then you’re talking to another guy across from you and he’s going, well, I got to tell you what, man, I agree. And I’ll tell you this, not only is word of mouth the only way to do it, but no one is going to hire a spine surgeon using Google. Do you think they’re going to Google spine surgery and find somebody? No. They’re going to be walking around and they’re going to hear words from the mouth of someone else and that’s where they’re going to get their spine surgery. What happened with those two individuals, the spine surgeon and the attorney, which I think most of them do sound like that, by the way, what happened with both of them is that they tried advertising and they were ineffective because they did not have a good call to action. Why don’t you make sure to call the good friends at McBarnaby, Smith, Johnson, Joseph, Raymond, Murray. Murray, you’re not on the print piece. Let’s add your name, Lorraine and Hutchinson. Yeah, well you can leave Hutchinson off I think, but the others you want to put on there. Why does every lawyer do that? What’s the deal about having as many partners as possible listed on the thing and then just saying, we’re the most professional since 1902. And they’re just looking for the oldest. Have you seen that? That’s the move. It’s the move, and it’s not a real good move. That’s why they go to the chamber and say advertising does not work. You’re listening to the Thrash Time Show on Talk Radio 117. I’m going to smack everyone listening right now in the face with the truth canon because this is the knowledge you don’t get in marketing college. This is all the stupid stuff that I did. So let me tell you what you shouldn’t do, but this is what I did. I thought if I put the word professional on anything, that would be a winner. Just professional. How many people are out there advertising? We do, basically, we specialize in doing amateur DJing service. That’s amateur. We leave the professional to the pros, because we’re amateur. That’s our niche. Who’s doing that? You know? Well, let me tell you what I did in my fourth year in advertising. I gave up. I couldn’t figure it out. You know what I did? I went through the yellow page. The company is out of business now, and if they’re not out of business, the Infinity guys are going to hate me. But I did this move. It’s been long enough where I think the hate has subsided. For me, you’re probably still mad, but this is what I did. I got their Yellow Page ad and they said, established in 1981. I thought, I was born in 1980, so I changed it and said conceived in 1980. Then they said, we have 10,000 songs. I thought, I’ll probably get more than that soon, so I’ll put over 10,000 songs. They said, you can meet your DJ. And I put, you can meet your DJ twice. And I just went through it literally line item, just, psh, psh, psh, psh. And then I took my head and I put it on my big head. My big, big head. Your actual head? I did caricatures. I did caricatures where I put huge heads, like huge heads, little bodies in tuxedos that I cut out of Calvin Klein magazines. And I put it out there. And I got so many calls because people were like, who has a huge head on a small body in a phone book? It stood out. And then all the benefits, they would read them afterwards. But if they had read the one next door, because people don’t keep track of what people did last year in their advertising, I dominated. And that was my first year where I unleashed the beast because previously I was very conservative. I just wrote professional, professional. Now I probably could have done it more ethically. But Ann, what are some no-no’s that you see when it comes to writing that text? Where do you see people writing a weak call to action? What are some things where you look at it and you go, that’s not a clear offer. That’s not. No, no. What are some things that are the… Anne, what are some things you see here? A clear offer? Well, this is an offer that I never thought was a great call to action. It might be a buffet. A buffet. A food buffet. Any kind of buffet. And they’ll say a free drink. A free drink. Okay, well, you get the free drink anyway with the buffet. So to me that’s not a real strong call to action. It’s not going to make me want to go there. I hate that 5% off deal where it’s such a small discount. You’re like, come on. You know, and percents historically do not work as well as dollars off. Talk about that. Why does percentage not work as well? Well, you know, the dollars off are much better for the consumer because you could say, or no, percent, 10% off $100. Or you could say, or $100 and over. So it could go up. Or you could just say $10. I want to say something offensive. Okay, please. I wrote a book called Will Not Work for Food. Nobody who’s listening to this, Z did not write this book, Ann did not write this book. I’m not speaking on their behalf, but I did research for this, crazy amounts of research. And do you know that over half of the kids who are graduating from high school, over half of the people over the age of 18, in the book we document and we cite this, they could not find New York on a map. These are high school graduates. Couldn’t figure it out. They can’t figure out percentages either. They can’t. Have you ever got a text message from somebody or an email from someone who’s tried to write standard English and it came through so mangled that you almost felt bad before you got mad that that’s how they were professionally emailing people. Have you ever seen that happen to you? Oh yes, yes I have. And so I’m just telling you, the consumer, you have to market on it, and this is the offensive part, people are going to get mad, but it’s true, okay? You have to market on a third grade level. Why? Because I’m a third grader of spine surgery. Okay, I’m a third grader, my knowledge of dentistry is a third grade level. My knowledge of the auto auction is a third grade level. My knowledge of optometry is a third grade. But you are an expert if you own the business. So you’re talking to me using jargon, using words, industry knowledge that you know that I don’t know. You’re using big words that I don’t understand. You see this in the medical community all the time, where optometrists or other people are having ads that the average person can’t understand. Why is that so detrimental if you write with jargon? Just put it in the trash. It doesn’t hold anybody’s interest. The thing about it is that you have to stand out, and that is just more clutter that doesn’t stand out. If you look at that ad and you go, I don’t even know what they’re talking about, that’s not going to move the needle. Trust me. It’s not going to move the needle. It’s like, you know what? I’m going to go there and figure out what they’re talking about. That’s my challenge. They piqued my interest so much with using big words that they obviously, obviously, there’s something up here. So I’m going to go in there, spend my afternoon, give them my money in hopes of finding out what it is they have to offer. Now, if you’re looking to kind of slow down your business and you’re not looking to grow, you’re looking to shrink, you’re looking to contract, you’re hoping your business just sort of slowly dies off, you don’t like money, you say, money, get away. Charities come to you and say, we’d like to talk to you about the charity, like from Steve Martin’s the movie The Jerk, and you say, go away, I already have so much money, I hate money. You don’t want to listen to what we’re going to talk about next. You don’t want to listen because if you hate money, you need to just, you need to turn it off. But if you want to know how to make copious amounts of money that allows you to drive a nice car, have a nice house, trick your, in my case, trick my girlfriend into staying married to me all these years, then you want to stay tuned. We’re going to teach you how to make stacks of cash by making effective advertisements. Coming up next. All right, Thrive Nation, welcome back here to the Thrive Time Show, the place that you go to learn how to make some mo’ money. My name is Clay Clark. I’m the co-host of the Thrive Time Show, and I’m joined, as always, with Dr. Robert Zellner. Sir, how are you? I’m great. You missed a rhyme opportunity. I’m really disappointed. I missed a what opportunity? A rhyming opportunity. You always come into the segments with all these very clever rhymes. It’s the show when you want to make more dough. Yeah, and you said money. Well you know the thing is you have to throw people off. People want what they can’t have. I’m a master of psychology. See, that’s what I wanted you to want. I did and I was so disappointed. I was heartbroken. I don’t know if you can sit on me. The whole 80’s theme. The song I was thinking about is I Want You To Want Me. I like that song. It’s a great song. Don’t you want me. Okay, but anyway. So we’re here with Ann also. Anne is a great lady. She is a lady that I actually, Anne Hanford, I actually take some of the money, the hard earned money we have, and I spend it faithfully with ValPak because her service, ValPak, works. Anne, if someone wants to advertise with ValPak, can you just briefly tell us what is ValPak and how does it work? ValPak is an envelope with other advertises in it and it is mailed to thousands of households every month. We do all your artwork, set up, design, printing, mailing, digital. It’s all trackable for pennies per household. It works. It’s like $350 and you’re in the game. $300. $300 and you’re mailing to 10,000 humans. You give me the $350 and I’ll go make sure your stuff gets mailed to this donor, okay? Yeah, that’s a good move. Now here’s the thing. We’re talking about the sixth move for writing effective advertising and the sixth move is to provide a guarantee if possible Now this caused a off-air Discussion and something I am prepared to go off about and I am prepared to irritate people right now with the truth Oh and about five years ago 2020 did an investigation on the Better Business Bureau You can find it on YouTube right now John Stossel my main man John Stossel and what they found is that you, as a business owner, got this call. Here’s the call you got. Boop, boop, boop, boop, boop. Yes, I’m just calling on behalf of the Better Business Bureau. Is the owner there? Yeah, what’s going on? Well, we have a concern about your account and we need to speak to him about this urgent matter. So every business owner in the world, myself included, is going, holy crap, I’ve got a… because my assistant says, I’m somebody from the better business because calling about an urgent matter and I’m going, Liz, oh no, I must get to the phone. So I stop everything I run in there. Is everything okay? And they have said to you, listen, if you’re a business owner, and this has happened to you, go and email me right now. Info at thrive 15.com. Share your story. I’m going to post that on a Darth haters section of the website. It’s beautiful. But they call you to get you all worked up, you get your adrenaline up there, and then pretty soon you buy an account so they can help monitor your status. Z, has this ever happened to you? Oh, don’t get me started. I’ll tell you what. The BBB is the BB scam. I’m telling you what. It’s just… And they come across as if they’re some kind of organization, the government branch or something. Well, we’re the… Better Business Bureau. All they are is some dudes that shake down business owners so that if you happen to get a complaint, they’re kind of in between to help you get out of the complaint. They give you a grade, and if you don’t pay them the money, then they give you a bad grade. My God. See, I don’t know how to put this, but I’m kind of a big deal. I’m with the Better Business Bureau, and we’ve done an investigation. Now, luckily at this point, we’ve shown that your business and to provide you with the utmost and highest level of service And a hold business owners accountable. We have come up with a a system which many would call a scam But I do I don’t use a word But what I would do is I would I would charge you a set amount of money to keep you in good standing It sounds like blackmail. I know that you might think it sounds like it’s not blackmail But if so, you don’t pay me I swear I will allow people to write bad reviews about you and I’m not even worked up yet. Oh the better it gets better. Oh it gets better. It gets better. Oh okay well I better join the better business. You better join. I better join. I better join. How much is it? Oh well it really depends. How many employees do you have? Yeah exactly. Why does that matter? Because we have a team of elite people many of which are in the sales department, customer service, I mean investigation department. Ha, ha, ha, ha, ha. Am I talking to Hillary Clinton? No, you’re not talking to Hillary Clinton. I’m not sick. I just meant to say we have a team of investigators, but I said sales people. But the point is, we are going to frisk you and take every freaking dollar that you’ve worked for, and we’re going to make you feel scared. And that’s what’s going to make us nothing. Nothing works better than Southern fear. But if you continue that payment, if you continue that payment, you will have an A rating when they rating when they rating with us right now. And I want to I want to do a quick disclaimer. Now, I’m not being recorded now. I know. No, no, no. And I know this is off. We’re off the air. And just to review, the Better Business Bureau is not advertising for the Thrive Time show, right? I mean, this show’s not sponsored by the BBB. I don’t think we’re going to get them to advertise this. I don’t I don’t think there’ll be an advertisement. This isn’t being recorded right now, right? No, I don’t. Just no. We’re just practicing. It’s just a practice run. That’s good. Well, you would love my office. It’s filled with rich mahogany. It’s Monday. Everybody, you know, it’s getting dark outside. It’s Monday. They’re probably home by now, so they stopped driving. I want to make sure that you know that we’re not for profit. So we don’t make a profit. We don’t at all. We don’t know profits, because we spend it, I mean we have invested it, we don’t make any profit at all, because we, oh, my mahogany desk was expensive. Those ivory… You can’t call that profit now, can you? The team of investigators that we sent to go hunt for the ivory, I mean, reclaim the ivory tusks from the ivory coast. Anyway, the point is, pay us now or forever. Wow, we were really rough on them. I mean, you had a lot of pent up, I had a lot of pent up stuff. I have hated them for so long and I’ve been waiting. The thing is, I’ve been waiting for a time like this to gripe about this thing. I’ve been waiting. I mean, every business owner with me right now, if you’re listening right now, you know that you can agree. If this scam has ever happened, we can all go, oh, it’s always out. Was it just me? Everybody thought that they were guilty. Was it just me? It’s ridiculous. It is such a scammy McScamerson with an extra scam sauce. It’s so stupid. I can’t believe it’s even a thing. I can’t believe I was a member for those few years I was a member. Go on to YouTube right now and watch the Better Business Bureau 2020 investigation with John Stossel to blow your mind. They secretly recorded all their inbound and outbound calls. They get busted, and in typical political fashion, somehow they work their way out of it and whatever. But the thing is, you want to provide a guarantee, if possible. That was the point. You want to provide a guarantee, if possible. So what you want to do is you want to make a guarantee to your customer. You say, listen, we guarantee your gasoline every time, quick trip. We guarantee you that you will not pay any extra fees, Southwest Airlines. We guarantee you will have a great stay, Marriott. I stayed at the Marriott one time. I stay there all the time, but I stayed there one time and I had an experience that was on the verge of not being awesome and it wasn’t because of them. It was because my father had ALS. We took him down there to Baylor, down there to visit Waco, Texas to go to his high school reunion. We go down there to Waco, Texas and my dad’s having a hard time breathing. These guys brought in barbecue, because it was my dad’s favorite food, and all these fans and all this food and this whole basket. They didn’t charge us an extra dollar because they guaranteed we would have a great stay. I literally cried when I thanked the young man for helping us out. It was unbelievable. That’s an awesome story. That was down there in Waco, Texas. It’s a true story. It happened about six months ago before my dad passed. I’m just telling you, like Marriott gets it right, they guarantee it. I’m asking you right now rhetorically, what can you do as a thriver to guarantee the service? To move the needle, to make the phone ring. What can you do? What is a guarantee that you can do? Because I guarantee I will not be talking about the Better Business Bureau anymore after the break. We’re just going to be teaching you specific moves to move the needle, to help you make more money, and we’re going to be teaching you move number seven, how to make an offer that’s an aggressive no-brainer. How to make an aggressive no-brainer offer. If you want to know how to write an offer that people can’t resist, stay tuned, my friends. Boom. What is going on, green country? You have found the perfect radio show at the perfect time on this perfect planet, in this perfect appointed moment, you are listening to the Thrive Time Show, the show where we teach you how to make every day count, how to make extra money, and how to start or grow a business. Who am I? I am him. I am Clay Clark. I am the former SBA Entrepreneur of the Year. I’ve taken algebra three times. I was asked to leave the college of my choice because I wrote a parody about the school’s president that he did not enjoy. I’m joined here with a stable man, a man who’s had success, a man who went to formal schooling, Dr. Robert Zillner. How are you, sir? I say I’m the guardrails and you’re the bowling ball. So that’s how we stay out of the gutter. Stay out of the gutter. We stay out of the gutter. Like the last thing that we would not have said anything. I mean, if you hadn’t stopped me there, I’d… No telling where we would have gone. Absolutely. You might have jumped a couple of lanes. And hit somebody else’s pins down. So what we’re going for is a strike in business. And that strike means we hit all 10 pins. And you listening out there say, you know what? After listening to these guys and following the steps that they outline, I have the confidence to start my business now. And guess what? I’m going to do it. We have a Thriver in New Orleans. New Orleans. The Big Easy. Has a research lab, a research facility. And spoke to them, I want to say, on Monday. And one of our business coaches at Thrive15.com, we offer the world’s best business coaching and world’s best business training platform. It’s $19 a month. These people are up 30% this year in revenue, up 30% in revenue by implementing the things that we teach on Thrive15.com. And we are here sitting with somebody right now who is single-handedly responsible for growing the elephant in the room, one of my businesses that I’m involved in. She’s helped grow the business by, and I’m not exaggerating, by at least 15% last year because of this thing called the ValPak. Ms. Anne Hanford, tell us about ValPak. What is that, if we’re not sure what it is? For anyone just tuning in. ValPak is a cooperative advertising. It’s an envelope. You put your ad in there. You don’t have anybody on the back of it. You don’t share it with anybody. And it goes in there by itself with the others. And we mail it out to thousands of households every month. For $300 you’re getting in front of 10,000 humans. Is that right? Yep. And potentially more than that because allegedly some humans live together in a house. Is that a thing? That’s a thing. Well, people are starting to share houses. It’s weird. They’re sharing cars. They’re sharing shirts. Well, you know how many kids now graduate college and they’re living with their folks. Let’s not talk about that. Why not? Well, because what happens is when you do that, you set off an internal fire where I might go off. That’s okay. And I am, I’m just, I’m, one of my biggest frustrations right now is freaking people that are 27, 28, working 33 hours a week, going to various Bernie Sanders events talking about how we need to work less, have more life balance. Meanwhile, if you read the book of Exodus, I know it’s very controversial, Exodus, the Bible, it says you have to work six days. You know, God rested on the seventh. He worked six days. He rested on the seventh. Maybe you don’t like that book. Maybe you say, Exodus, some Exodus, but I like Elon Musk. Elon Musk, they say, what’s the tip to success? He says, you have to work 60 hours a week. You have to work like hell. You have to get it done. The actual quote is you have to work like hell. And then you say, well, I don’t like those people. I don’t like Elon Musk. I don’t like the Bible, but I love Bill Gates. Bill Gates, a young man, put his hand up at one of his conferences and he says, hey, sir, what’s the key to being successful? He said, I did not take a single day off during my 30s. That’s Bill Gates. That’s what he said. So the key is you’ve got to hustle. You’ve got to hustle. If you’re living with your mom and you’re 27 years old and you’re not physically handicapped and your brain functions at a somewhat functional level, a pretty consistent level, you’ve got to go get a third job. I worked at Applebee’s. I worked at Target. I worked construction. My wife worked at Office Depot. She was a cheerleading coach. We did whatever we had to do. This whole stupid culture of, I just want to do the least amount possible so that I can take half of Dr. Zellner’s money. That makes me crazy. Well, I can see now why I shouldn’t have said what I said. But you did. You caused this problem. I caused it. You know, the guardrail back up. Guardrail up. We’re moving on to move number seven. You want to make your offer an aggressive no-brainer. And when I say no-brainer, an aggressive no-brainer is advertising content needs to do two things. It needs to engage and persuade. This is from Harvard. Harvard Business Review. The smart people at Harvard, they said this, advertising content needs to do two things, engage and persuade. Harvard Business Review. So it has to do that. And so if you make a no-brainer, people can’t resist it. So see, I’m going to fire off a couple of examples, and I want you to just pile on here. The landscaping service I used to do, we would mow your first lawn for a dollar. Elephant in the room, we’ll mow your lawn. We’ll mow your haircut. We’ll cut your hair. We’ll mow your head. Elephant in the room, we’ll cut your hair for one dollar for your first haircut. Tell me about your optometry clinic. What’s a no-brainer offer you’re doing right now? I was going to say something historical, but just fun. It was my LASIK for one dollar. Tell me about that. Since you’re on the one dollar deal. Tell me about that. Well, it was your second eye, and that’s what people would do. They’d see that and they’d go, I can’t stand it. I got to know what that is. And the phones would ring. In fact, we about burned up some phone lines, AT&T calls and go, what is going on? You’ve shutting down a whole grid, you know, the, so people couldn’t stand it. They’d call and figure it out. But it was 1999 for the first time, that’s 1,999 and then a dollar for the second eye. That was an ad that really moved the needle. Also my two pair of deals for $99, those historically move the deal because we bundle up the eye exam and we bundle up everything with that. And those are probably two that stand out the most to me. It’s a no brainer. Jimmy’s egg just did a no brainer. It blew my mind. The first like it was like a thousand people that went there for breakfast. It was free. I’m like, well, if you count the zero, if you count the two. And then recently I went to pirate night at Krispy Kreme. Pirate night? If you dress up like a pirate. Seriously, I took all five of my kids. Seriously, that’s a thing. I’m serious. If you dress up like a pirate or you talk to, if you talk to a pirate, you got one free donut. And if you dress up like a pirate, you got a dozen. So my move was let’s put five kids in the suburban and let’s have them all dress up like pirates and let’s get like, well, five times 12, 60 donuts. My wife and I were just, it was awesome. And we went in there and we said, are you ready to give us free doughnuts and they said yes and they looked and said oh no what have we done but that’s a no-brainer it got us to Krispy Kreme on a Monday. He got you a lot of doughnuts. What you could have done is just had one little pirate outfit and let the kids change and come in one at a time. What is going on Tulsa? Welcome back it’s the Thrive Time Show. During your Thrive Time 4 show we’re teaching you how to make more money so much money that your neighbors are gonna think it’s funny when you’re driving an h2 You got the h1 you got the Porsche you got the you start you start to use money to to heat your home You just start to throw the money in the in the chimney because you just you’re like what am I gonna do with all this? Money, that’s what’s gonna happen when you learn these moves now. My name is clay Clark I’m the former SBA entrepreneur of the year broadcasting live in your ear, and I’m here with Dr. Robert Zellner, America’s number one optometrist. Sir, how are you? Great. I’m just an optometrist, trapped. Trapped. In this little, old optometry body. Trapped. Trying to get out. You’re trying to get out and get into that entrepreneurship soul of yours, that body. It’s unbelievable. Now, we’re also here with Ms. Ann Hanford with Valpak, an unbelievable Tulsa entrepreneur, helping companies grow in Tulsa week after week, month after month, year after year. Anne, how are you doing? I’m doing great. Now, we are talking here about our final move, our final move for making effective advertising, and you have to have professionally designed marketing materials. Now, before I begin to pump you up, before I begin to teach you how to pump it up, I want to read this notable quotable. And because I do a C-level Arnold Schwarzenegger impersonation that I’m perfecting. I’m going to practice it right now. So here we go. The notable quotable, a brand is just a perception, and a perception will match reality over time. Sometimes it will be ahead, other times it will be behind. But brand is simply a collective impression. Some have about the product. Elon Musk. Who’s Elon Musk? That’s the CEO of SpaceX, the guy who helped start PayPal, never heard of it. The guy who started helped start SpaceX, never heard of it. The guy who helped start PayPal, never heard of it. Tesla, never heard of it. He’s just saying you’ve got to have that brand, the brand is just a perception that will match reality over time. You have to look first class. So Z, as we’re teaching people to how to pump off the business, how to make it grow, why is it so important that things are designed professionally Z? Why? Tell us now. Oh gosh, I hate it when I see an ad and it’s like it looks like it was done by you know their six-year-old kid you know and a small little baby with a weak little drawing little Billy I’ll do do the ad for daddy you know thank you because it’s what people see that that you could say let’s you only get one chance to make a first impression you only get one chance to make a first impression. Are you saying I need to wear pants? That helps. That helps. Not all the time. Not all the time. Not all the time. I write that down. I write that down. Not all the time. Just most of the time. Okay. Yeah. When you’re in the shower, you don’t have to. So you want to put your best foot forward, and advertising is your business card that you’re putting out to folks. And if it looks cheesy, and if it doesn’t look professional, then they’re going to assume your business is cheesy and not professional and it could be like the best business in the world The best now I want you to tell the thrivers and and tell the thrivers What is the campaign that you have? Helped to create that that allowed a business to really get pumped up around a Pew a puny little business to become a big business. What was the time where you pumped up a business? How have you done this ad I? have a great little dress shop and historically Valpak has had problems but we haven’t had a lot of retail in our envelope. This little dress shop down at 91st and Sheridan has been advertising with me for almost two years now. She wasn’t doing anything, well she was, she tried everything else out there and I went in there. We did this ad, I designed it, I take pictures for her every single month. Our graphics people do a great job. She gets anywhere from 7 to 10 coupons a week in. And that might not sound like a lot, but with the economy being a little slower, she’s consistently getting people in every single week. What is the special she’s running right now, Anne? Tell us, what is it? Well, this will go against everything we said earlier. She does a flat 25% off one item. What is the name of her business? You tell us now, Ann. What is the name of the business? It’s Emmy Couture. Where is it located? 91st and Sheridan. We want to pump it up! You have to go there! Right now, KFAQ 1170. You got to get in your car. You got to get in your car. Get in your harma. You get in there. You eat the protein. You get the protein shake. Get yourself pumped up. Get yourself excited. Get in there and buy yourself a dress. Even the men, get yourself a dress for your woman. Don’t be a weenie man. Get in there and buy the dress. What’s the name of the place one more time, Anne? Demi Couture. Okay, sorry. Talk to Demi. Listeners, I am, from the bottom of my heart, I want to apologize. I usually have Clay better medicated than I’ve had him this evening. And I know your drive time is special to you, and this time in your car driving home, you’ve just finished your first day of a busy work week, you’re looking forward to getting pumped up and business ideas and how to make your business better, how to help you start a business. And I miss the Mark. I miss the Mark. I mean, last few shows I had so much day quill in him I could keep him a little better controlled and today… I’ll tell you what I’m doing, what I’m doing right now. I’ll tell you what I’m doing. What I’m doing is I have, I wouldn’t call myself a spiritual mystic. I wouldn’t go that far. I wouldn’t say that I’m a spiritual mystic. But what I’ve done is I’ve tried to harness all of the sanity that I think will be displayed during the presidential debates. And I’ve taken all that sanity and I’ve brought it back here to the Thrive Time Show. That’s going to be a great night tonight. I’ll tell you what. I mean fireworks, baby, and I know we’re not a political show, we’re not going to get into all of that, but is this probably going to be the most watched debate ever? Ever. I think this is a turning point for our country, though, for a lot of people, because you’re going to be voting about the concept of, you know, forget the candidates, forget who’s representing the different brands, but, you know, do you want half of your check, and right now it’s arguable that more than half of your check actually goes back in taxes, but do you want the majority of your check going to kind of redistribute wealth? Do you want that? Is that your game plan? Greece, Spain, I don’t know. These countries are investing a lot. Well, you know, if you’re not making a lot, what’s half of it, you know? So we’re hopefully encouraging people that, you know, start your own business because 57% of you out there want to, and we’re going to help coach you up in that regard. That’s what we’re here to do. We’re here to help you help yourself, and you can make a bigger paycheck and then hopefully, hopefully you’ll look at it and go, oh my, I’d like to keep a lot of this. I want to tell you a story about capitalism. Capitalism is an awesome thing because what happens is the business owners, we go out there and we try to compete for the business and the customer wins. So we’re trying to offer a better mousetrap, a better product and whoever offers the better product at the better price or the best service wins. And so I will tell you, it requires diligence, it requires hard work, but having grown up without a lot and having met you, my wife worked as the front desk lady for you. She was a great employee, by the way. Almost 20 years ago, my wife worked there. I guess it would be 16 years ago, my wife worked there. And we lived in an apartment complex at 71st and Lewis, right behind the Marriott Hotel. We had no money. I literally could not afford the, I didn’t have enough money to afford air conditioning. And my wife worked at Office Depot. We had one car. She’d walk over there. Then she worked at the Mabee Center as a cheerleader. She’d walk over there. I had one car. I drove a Mazda MPV, Mazda MPV, hand painted because I couldn’t afford a professional paint job. I hand painted that maroon van. It had a hundred and ninety-something thousand miles on it. And man, I worked. I worked at Target, I worked at West Telecommunications, I worked construction, I worked in a lot of places but what happened was is eventually I started to figure out how to advertise effectively and across from me is the guy, Zee, you used to be a dishwasher. That’s when you started. You were a dishwasher. Where did you start? I was a daytime dishwasher. It was a restaurant, Mexican restaurant called Chiquita O’Brien’s and I was so happy. I was making $1.80 an hour. Oh man, you were rich, bro. I mean, I was rockin’ it. You were rockin’ it. I know. And then I got a promotion to Busboy. And he came up and he said, I’m going to give you a raise to $1.90. And I was so appreciative. He goes, stop it. You’re killing me. Okay, $2. No, you’re kidding. Okay, $2.10. That’s it. I’m like, what? I’m just thanking you for a raise. And what happened is you and I remember that like it was yesterday. Oh, yes. And we built an online business training platform to help the bus boys, to help the guy working at Target, to help the soccer mom that wants to start the business, to help the dad who has the insurance business that’s not going anywhere, to help the sales guy who doesn’t know how to sell, to help the PR firm that can’t get any traction, to help the ice skating lesson teacher, hypothetically, who needs some help getting more kids to want to skate in Tulsa, hypothetically. We built something for you, and we spent millions of dollars on it. I say millions. I mean actually millions of dollars. Millions. Millions. And what we’ve done, we’ve teamed up with Lee Cockrell. He used to manage Walt Disney World Resort. He teaches management. Michael Levine, he used to be the PR consultant for Michael Jackson, Prince, Nike, Pizza Hut. We teamed up with David Robinson, NBA Hall of Famer. We’ve teamed up with the gurus to teach you how to start and grow a business. And Z, how much does it cost and where can they find it? You would think it would cost thousands. For this quality of business coaching, you would think it would cost thousands. You would think it would. No. But no. No, no, no. No, no, no, no, no, no, no, no. How much is it, Z? How much is it? $19 a month. I bet most of you listening out there spend more on coffee at Starbucks a month than that. So what if I want student debt? Well, this isn’t for you. What if I want the experience and student debt? What if I want all the student debt and live with my parents in their basement? What if I want to… Wait a minute, you just made fun of me. So it’s $19 a month. There’s no student debt. It’s Thrive15.com. It is irrefutably the world’s best business coaching platform. If you don’t believe me, Google Thrive15.com right now. Google Thrive15 and then put Forbes after it. Thrive15 and then Forbes. And there you will see that Forbes has named us as one of the top online training platforms to learn how to start and grow a business. We’ve been a fast company. We’ve been an entrepreneur. My mother has talked about me openly in church settings. We’re sort of a big deal. We’re very humble. It’s thrive15.com, the world’s best business school. Thousands of videos that answer your questions on business, and that’s not all. And that’s not all. That’s not all. We’re throwing in workshops, in-person workshops, downloadables, videos, thousands of video trainings, and you can click a button and you can ask us questions and we’ll actually respond to them. You’ve been listening to the Thrive Time Show. I’m Clay Clark. That’s Dr. Z. That’s Ms. Anne. Anne Hancher with Valpak. Sign up for Valpak. JT, do you know what time it is? Four ten. It’s TiVo time in Tulsa, Oklahoma, baby. Tim TiVo is coming to Tulsa, Oklahoma, June 27th and 28th. We’ve been doing business conferences since the beginning of the year. We’ve been doing business conferences since the beginning of the year. We’ve been doing business conferences since the beginning of the year. We’ve been doing business conferences here since 2005 I’ve been hosting business conferences since 2005. What year were you born? 1995 dude, I’ve been hosting business conferences since you were 10 years old But I’ve never had to the two-time Heisman Award winning Tim Tebow come present and a lot of people You know if I followed Tim Tebow’s football career on the field and off the field. And off the field, the guy’s been just as successful as he has been on the field. Now, the big question is, JT, how does he do it? Well, they’re going to have to come and find out, because I don’t know. Well, I’m just saying Tim Tebow is going to teach us how he organizes his day, how he organizes his life, how he’s proactive with his faith, his family, his finances. He’s going to walk us through his mindset that he brings into the gym, into business. It is going to be a blasty blast in Tulsa, Russia. Also, this is the first Thrive Time Show event that we’ve had where we’re going to have a man who has built a hundred million dollar net worth. Wow. He’ll be presenting. Now, we’ve had a couple presenters that have had a billion dollar net worth in some like a real estate sort of things. Yeah. But this is the first time we’ve had a guy who’s built a service business and he’s built over a hundred million dollar net worth in the service business. It’s the yacht driving multi-state living guru of franchising. Peter Taunton will be in the house. This is the founder of Snap Fitness, the guy behind nine round boxing. He’s going to be here in Tulsa, Russel, Oklahoma June 27th and 28th. JT, why should everybody want to hear what Peter Taunton has to say? Oh, because he’s incredible. He’s just a fountain of knowledge. He is awesome. He has inspired me listening to him talk, and not only that, he also has, he practices what he teaches, so he’s a real teacher. He’s not a fake teacher like business school teachers, so you’ve got to come learn from him. Also, let me tell you this, folks. I don’t want to get this wrong, because if I get it wrong, someone’s going to say, you screw that up, buddy. So Michael Levine, this is Michael Levine. He’s going to be coming. You say, who’s Michael Levine? I don’t get this wrong. This is the PR consultant of choice for Michael Jackson, Prince, for Nike, for Charlton Heston, for Nancy Kerrigan. 34 Grammy Award winners, 43 New York Times bestselling authors he’s represented, including pretty much everybody you know who’s been a super celebrity. This is Michael Levine, a good friend of mine. He’s going to come and talk to you about personal branding and the mindset needed to be super successful. The lineup will continue to grow. We have hit Christian reporting artist Colton Dixon in the house. Now people say, Colton Dixon’s in the house? Yes, Colton Dixon’s in the house. So if you like top 40 Christian music, Colton Dixon’s going to be in the house performing. The lineup will continue to grow each and every day. We’re going to add more and more speakers to this all-star lineup, but I encourage everybody out there today, get those tickets today. Go to thrivetimeshow.com. Again, that’s thrivetimeshow.com. And some people might be saying, well, how do I do it? What do I do? How does it work? You just go to thrivetimeshow.com. Let’s go there now. We’re feeling the flow. We’re going to thrivetimeshow.com. Again, you just go to thrivetimeshow.com. You click on the business conferences button, and you click on the request tickets button right there. The way I do our conferences is we tell people it’s $250 to get a ticket or whatever price that you can afford. And the reason why I do that is I grew up without money. JT, you’re in the process of building a super successful company. Did you start out with a million dollars in the bank account? No, I did not. Nope, did not get any loans, nothing like that. Did not get an inheritance from parents or anything like that. I had to work for it and I’m super grateful I came to a business conference. That’s actually how I met you, met Peter Tann, and I met all these people. So if you’re out there today and you want to come to our workshop, again, you just got to go to Thrivetimeshow.com. You might say, well, when’s it going to be? June 27th and 28th. You might say, well, who’s speaking? We already covered that. You might say, where’s it going to be? It’s going to be in Tulsa, Russell Oklahoma. I suppose it’s Tulsa, Russell. I’m really trying to rebrand Tulsa as Tulsa, Russell, sort of like the Jerusalem of America. But if you type in Thrivetimeshow in Jinx, you can get a sneak peek or a look at our office facility. This is what it looks like. This is where you’re headed. It’s going to be a blasty blast. You can look inside, see the facility. We’re going to have hundreds of entrepreneurs here. It is going to be packed. Now, for this particular event, folks, the seating is always limited because my facility isn’t a limitless convention center. You’re coming to my actual home office. And so it’s gonna be packed. So when? June 27th to 28th. Who? You! You’re gonna come! Who? You! I’m talking to you. You can get your tickets right now at thrivetimeshow.com. And again, you can name your price. We tell people it’s $250 or whatever price you can afford. And we do have some select VIP tickets, which gives you an access to meet some of the speakers and those sorts of things. And those tickets are $500. It’s a two-day interactive business workshop. Over 20 hours of business training. We’re going to give you a copy of my newest book, The Millionaire’s Guide to Becoming Sustainably Rich. You’re going to leave with a workbook. You’re going to leave with everything you need to know to start and grow a super successful company. It’s practical, it’s actionable, and it’s TiVo time right here in Tulsa, Russia. Get those tickets today at thrivetimeshow.com. Again, that’s thrivetimeshow.com. Hello, I’m Michael Levine, and I’m talking to you right now from the center of Hollywood, California where I have represented over the last 35 years 58 Academy Award winners, 34 Grammy Award winners, 43 New York Times bestsellers. I’ve represented a lot of major stars and I’ve worked with a lot of major companies and I think I’ve learned a few things about what makes them work and what makes them not work. Now, why would a man living in Hollywood, California in the beautiful sunny weather of LA come to Tulsa? Because last year I did it and it was damn exciting. Clay Clark has put together an exceptional presentation, really life-changing, and I’m looking forward to seeing you then. I’m Michael Levine. I’ll see you in Tulsa. James, did I tell you my good friend John Lee Dumas is also joining us at the in-person, two-day interactive Thrive Time Show Business Workshop. That Tim Tebow and that Michael Levine will be on. Have I told you this? You have not told me that. Oh, he’s coming all the way from Puerto Rico. This is John Lee Dumas, the host of the chart-topping EOFire.com podcast. He’s absolutely a living legend. This guy started a podcast after wrapping up his service in the United States military, and he started recording this podcast daily in his home, to the point where he started interviewing big time folks like Gary Vaynerchuk, like Tony Robbins, and he just kept interviewing bigger and bigger names, putting up shows day after day. And now he is the legendary host of the EO Fire podcast. And he’s traveled all the way from Puerto Rico to Tulsa, Oklahoma to attend the in-person June 27th and 28th Thrive Time Show two-day interactive business workshop. If you’re out there today, folks, you’ve ever wanted to grow a podcast, a broadcast, you want to improve your marketing, if you’ve ever wanted to improve your marketing, your branding, if you’ve ever wanted to increase your sales, you want to come to the two-day interactive June 27th and 28th Thrive Time Show Business Workshop featuring Tim Tebow, Michael Levine, John Lee Dumas and countless big-time super successful entrepreneurs. It’s going to be life-changing. Get your tickets right now at thrivetimeshow.com. James, what website is that? ThriveTimeshow.com Everything rising tonight Even if I got three strikes I’ma go for it This moment, we own it I’m not to be played with Because it could get dangerous See these people I ride with This moment, we own it Thrive Time Show two-day interactive business workshops are the world’s highest rated and most reviewed business workshops because we teach you what you need to know to grow. 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. 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 capital? 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 scape 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 going to leave energized, motivated, but you’re also going to 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 you’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, and 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’ve built this facility for you, and we’re excited to see it. And now you may be thinking, what does it actually cost to attend an in-person, two-day interactive Thrive Time Show business workshop? Well, good news, the tickets are $250 or whatever price that you can afford. What? Yes, they’re $250 or whatever price you can afford. I grew up without money and I know what it’s like to live without money, so if you’re out there today and you want to attend our in-person, two-day interactive business workshop, all you got to do is go to thrivetimeshow.com to request those tickets. And if you can’t afford $250, we have scholarship pricing available to make it affordable for you. I learned at the Academy in Kings Point, New York, acta non verba. Watch what a person does, not what they say. Good morning, good morning, good morning. Harvard Keosak University Radio Show. Today I’m broadcasting from Phoenix, Arizona, not Scottsdale, Arizona. They’re close, but they’re completely different worlds. And I have a special guest today. Definition of intelligence is if you agree with me, you’re intelligent. And so this gentleman is very intelligent. I’ve done this show before also, but very seldom do you find somebody who lines up on all counts. And so Mr. Clay Clark, he’s a Clark is a friend of a good friend, Eric Trump, but we’re also talking about money, bricks, and how screwed up the world can get in a few and a half hour. So Clay Clark is a very intelligent man, and there’s so many ways we could take this thing. But I thought, since you and Eric are close, Trump, what were you saying about what Trump can’t, what Donald, who’s my age, and I can say or cannot say. Well, I have to, first of all, I have to honor you, sir. I want to show you what I did to one of your books here. There’s a guy named Jeremy Thorn, who was my boss at the time. I was 19 years old, working at Faith Highway. I had a job at Applebee’s, Target, and DirecTV, and he said, have you read this book, Rich Dad, Poor Dad? And I said, no. And my father, may he rest in peace, he didn’t know these financial principles. So I started reading all of your books and really devouring your books. And I went from being an employee to self-employed to the business owner, to the investor. And I owe a lot of that to you. And I just wanted to take a moment to tell you, thank you so much for allowing me to achieve success. And I’ll tell you all about Eric Trump. I just want to tell you, thank you, sir, for changing my life. Well, not only that, Clay, thank you, but you’ve become an influencer. More than anything else, you’ve evolved into an influencer where your word has more and more power. So that’s why I congratulate you on becoming. Because as you know, there’s a lot of fake influencers out there, or bad influencers. Anyway, I’m glad you and I agree so much, and thanks for reading my books. That’s the greatest thrill for me today. Not thrill, but recognition is when people, young men especially, come up and say, I read your book, changed my life. I’m doing this. I’m doing this. I’m doing this. I learned at the Academy at Kings Point in New York, octa non verba. Watch what a person does, not what they say. Hey, I’m Ryan Wimpey. I’m originally from Tulsa, born and raised here. I went to a small private liberal arts college and got a degree in business and I didn’t learn anything like they’re teaching here. I didn’t learn linear workflows. I learned stuff that I’m not using and I haven’t been using for the last nine years. So what they’re teaching here is actually way better than what I got at business school. And I went what was actually ranked as a very good business school. The linear workflow, the linear workflow for us in getting everything out on paper and documented is really important. We have workflows that are kind of all over the place. Having linear workflow and seeing that mapped out on multiple different boards is pretty awesome. That’s really helpful for me. The atmosphere here is awesome. I definitely just stared at the walls figuring out how to make my facility look like this place. This place rocks. It’s invigorating. The walls are super, it’s just very cool. The atmosphere is cool, the people are nice, it’s a pretty cool place to be. Very good learning atmosphere. I literally want to model it and steal everything that’s here at this facility and basically create it just on our business side. Once I saw what they were doing, I knew I had to get here at the conference. This is probably the best conference or seminar I’ve ever been to in over 30 years of business. You’re not bored. You’re waiting live the whole time. It’s not pushy. They don’t try to sell you a bunch of things. I was looking to learn how to just get control of my life, my schedule, and just get control of the business. Planning your time, breaking it all down, making time for the F6 in your life and just really implementing it and sticking with the program. It’s really lively, he’s pretty friendly, helpful, very welcoming. I attended a conference a couple months back and it was really the best business conference I’ve ever attended. At the workshop I learned a lot about time management, really prioritizing what’s the most important. The biggest takeaways are you want to take a step-by-step approach to your business. Whether it’s marketing, you know, what are those three marketing tools that you want to use, to human resources. Some of the most successful people and successful businesses in this town, their owners were here today because they wanted to know more from Clay, and I found that to be kind of fascinating. The most valuable thing that I’ve learned is diligence. That businesses don’t change overnight. It takes time and effort and you got to go through the ups and downs of getting it to where you want to go. He actually gives you the road map out. I was stuck, didn’t know what to do and he gave me the road map out step by step. He’s set up systems in the business that make my life much easier, allow me some time freedom. Here you can ask any question you want, they guarantee it will be answered. It’s like, motivates me and also give me a lot of knowledge and tools. It’s up to you to do it. Everybody can do these things. There’s stuff that everybody knows, but if you don’t do it, nobody else can do it for you. I can see the marketing working, and it’s just an approach that makes sense. Probably the most notable thing is just the income increase that we’ve had. Everyone’s super fun, super motivating. I’ve been here before, but I’m back again because it motivates me. Your competition’s going to come eventually, or try to pick up the stagnant. So you better, if you don’t, somebody else will. 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. This is where we used to live a few 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 14 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’ve 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 So we really just want to thank you clay and thank you Vanessa for everything. You’ve done everything you’ve helped us with. We love you guys. If you decide to not attend the Thrive Time workshop, you’re missing out on a great opportunity. The atmosphere of today’s office is very lively. You can feel the energy as soon as you walk through the door. And it really got me and my team very excited. If you decide not to come, you’re missing out on an opportunity to grow your business. Bottom line. Love the environment. I love the way that Clay presents and teaches. It’s a way that not only allows me to comprehend what’s going on, but he explains it in a way to where it just makes sense. The SEO optimization, branding, marketing. I’ve learned more in the last two days than I have the entire four years of college. The most valuable thing that I’ve learned, marketing is key. Marketing is everything. Making sure that you’re branded accurately and clearly. How to grow a business using Google reviews, and then just how to optimize our name through our website also. Helpful with a lot of marketing, search engine optimization, helping us really rank high in Google. The biggest thing I needed to learn was how to build my foundation, how to systemize everything, optimize everything, build my SEO. How to become more organized, more efficient. How to make sure the business is really there to serve me as opposed to me constantly being there for the business. New ways of advertising my business as well as recruiting new employees. Group interviews number one. Before we felt like we were held hostage by our employees. Group interviews completely eliminated that because you’re able to really find the people that would really be the best fit. Hands-on how to hire people, how to deal with human resources, a lot about marketing and overall just how to structure the business, how it works for me and also then how that can translate into working better for my clients. The most valuable thing I’ve learned here is time management. I like the one hour of doing your business is real critical if I’m going to grow and change. It’s probably really teaches you how to navigate through those things and not only find freedom, but find your purpose in your business and find the purposes for all those other people that directly affect your business as well. Everybody. Everybody. Everybody. Everyone. Everyone. Everyone needs to attend the conference because you get opportunities to see that it’s real.