More than a Few Words

1059 Build Your Mailing List | Donna Peterson

Donna Peterson, CEO of World Innovators and I chatted , about the importance of growing and maintaining a high-quality email list. Here are a few key takeaways:
Quality Over Quantity: Donna emphasizes that when it comes to email lists, having a smaller, highly-targeted list is much more effective than a large, unfocused one. A clean and updated list ensures that your messages are reaching the right audience, which can significantly improve engagement rates.
Know Your Audience: Understanding your audience goes beyond just their job titles or industries. It's about knowing where they prefer to receive their content and what types of messaging resonate with them. This insight helps tailor your communication strategies for better results.
Creative Engagement: Donna highlights the effectiveness of unique approaches like LinkedIn Live series to attract new subscribers. By offering valuable, easy-to-digest content, businesses can provide high perceived value without demanding a large time commitment from their audience.
Cross-Promotion and Authority by Association: Collaborating with other entities that serve your target market can be a powerful way to grow your list. Using lists from industry-specific publishers can also lend credibility and ensure compliance, as these sources have already vetted their audiences.
Consistency and Accountability: Regular engagement with your audience, whether through frequent meetings or consistent content delivery, helps maintain interest and accountability, encouraging ongoing interaction and growth.
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#1058 The Perfect Podcast Pitch | Kelly Mosser

Would you like to be a guest on a podcast?  If so, you want to pay attention to what Kelly Mosser has to say about pitches.
The biggest mistake most potential guest make is the emphasis of the pitch. The message boils down to “I want airtime on your show. Here’s why I deserve it. Here’s why you should give it to me.” This one-sided approach misses the key detail that podcasts are a business collaboration.  When you focus on what you can get, and what the audience might take away, the host and the show are kind of forgotten. Put yourself in the shoes of the host. Why would they want someone on their show who doesn’t care about them.
If you understand you are entering a business partnership with the host together it is easier to think about how can you help the host achieve his/her goals. Then you need to explain what you bring to the audience.  When you start with that approach  you are much more likely to be invited to be a guest on the show.

#1057 Email is Your Little Black Dress | Marketing Minute

Every woman has that little black dress in her wardrobe. Classic in design it is not too trendy and not too stodgy.  It is incredibly versatile. With the right accessories, jackets, scarves or cool shoes it is perfect for every occasion, year in and year out. 
And every smart marketer knows that email is their little black dress. It goes well with all of the other elements in your marketing wardrobe. From the hottest marketing trend to the most basic marketing campaign, email makes all your other marketing more effective. 
Updating your website? Promote it on email. Building your social community? Reconnect with your audience through email.
As you’re planning your marketing wardrobe for next season, don’t forget email, your little black marketing dress. 

#1056 - Have a Vision for Your Business | Jackson Calame

I enjoyed chatting with Jackson Calame about the importance of having a clear vision for your business. Here are some key takeaways:
Vision Beyond Profits: Jackson emphasizes that a business vision should go beyond just making profits. He talks about creating a balance between personal well-being and professional success and highlights his mission to bridge the economic gap between North and South America.
Thriving vs. Surviving: Jackson distinguishes between a survival mentality and a thriving mentality. Instead of just reacting to problems, thriving involves focusing on solutions and being your best self to achieve the best results.
Power Branding: Becoming a market leader, or a "power brand," isn't about being better than others but about being the best version of yourself. Jackson shares the importance of having a strong support system, much like Batman has Alfred, to handle the technical details and allow business owners to focus on their strengths.
Tools and Mechanics: He advises entrepreneurs to focus less on the specific tools and more on finding the right experts to help build their brand. It's about having the right team in place to support and elevate the business.
Language and Mindset: The language we use shapes our mindset. Jackson and Lorraine discuss the power of words and how shifting from controlling language to more empowering language can improve relationships and business outcomes.
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#1055 How Introverts Network | Amanda Watts

I’m an extrovert. I love people.  I love being around people and talking to people.  But there are a whole bunch of people, introverts, who really don’t enjoy interacting they way I do.  Here’s the trick,  you’ve got to be able to reach both of those audiences. And if you’re an introvert you have to learn how to participate in the world.
This week’s guest Amanda Watts share some great tips on how introverts can be effective, and maybe even enjoy of networking.
It stars with understanding where your energy comes from. An extrovert, she explains, will wake up in the morning and even though they are well rested they will be a little low on energy. They actually gain energy with every interaction they have with someone. Each conversation is like a coin in your energy bank. So you gain coins throughout the day and at the end of the day if someone suggests you go out partying you’re ready to go.
In contrast, an introvert starts with the most energy at the beginning of the day. Every time they interact with someone they “lose” a coin  of energy.  So if they have had multiple meetings throughout the day, their energy bank is depleted, and they would rather go home to recharge, the go out partying and have more interactions. It is not that they don’t like people.  They just need time to recharge.
 
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#1054 Healthy Conflict | Lorraine Ball

Wouldn’t it be nice if we all just got along. That might seem like a good idea but it really isn’t. You can’t eliminate conflict completely. and you shouldn’t.
Well-managed conflict actually cultivates discussions and create opportunities to uncover new and innovative solutions. Accept conflict as a natural part of your relationship with employees and with all of the people in your life.
It isn’t necessarily good or bad.  It can be very healthy if the conflict occurs when people have different ideas on how to solve a problem and they feel comfortable sharing their thoughts and ideas. The conflict resolution process leads to open and honest conversations often about more than just the issue on the table. It can be messy and it might take time to work through some of the conflicts but the end result is going to be a great solution.  
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#1053 Sell Your Authority

I had a wonderful conversation with Josh Elledge about strategies for generating inbound leads and moving away from outdated, spammy marketing tactics. Here are the key points from their conversation:
Shift from Outbound to Inbound Marketing:
Traditional outbound methods like sending unsolicited emails are no longer effective. Consumers, including business decision-makers, are overwhelmed and turned off by spam.
Josh emphasizes the importance of creating an inbound funnel that attracts potential clients naturally, reducing the emotional toll on marketers.
Noble Intent and Authenticity:
Success in modern marketing requires leading with noble intent and genuine empathy. Businesses should prioritize the needs and desires of their customers over their own sales goals.
Transparency and authenticity are crucial. Consumers can detect when a business's primary motive is self-serving, which can drive them away.
Utilizing Platforms for Networking:
Platforms such as podcasts, YouTube channels, or Facebook groups can be powerful tools for building authority and networking. By highlighting and celebrating others, businesses can create reciprocal relationships with leaders and potential clients.
Josh has successfully launched many B2B podcasts, which he describes as the ultimate networking tool for building relationships and authority without needing to sell aggressively.
Generosity as a Strategy:
Leading with generosity and providing value upfront is essential in today's business environment. Creating a "butterfly garden" of valuable content and resources can attract clients more effectively than chasing them down with aggressive sales tactics.
This approach involves understanding and empathizing with the target audience's values and pain points, offering solutions that resonate with them.
The Power of a Platform:
Building and leveraging a platform allows businesses to earn time with high-level leaders and create opportunities for collaboration. This can be done by using one's own platform or collaborating with others.
The key is to focus on serving and celebrating others, which naturally leads to reciprocity and business growth.
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#1052 Let Email Work for You | Kendra Corman

​I am an email marketing fan so I was excited to invite Kendra Corman to join me for a conversation on how to make email marketing effective.
She started by explaining why email is so important.  Sure it is great to build a community on social media, but what will you do if Facebook goes down or cuts off your profile. You are stuck.  But if you have email addresses, you  own those contacts and can take them wherever you want.
You have the flexibility to contact them when you want and to share information  they want and need to know.
 
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#1051 It Takes a Village to Raise a Business

Every parent knows, It takes a village to raise a child. Each of the adults in the child’s life, relatives, teachers, coaches, brings a different perspective. The same is true for your business. No matter how smart you are or how much you know about your business, there are gaps in your skill-set.
Your business village should be filled with smart, talented subject matter experts to help you fill in the gaps. If you are running a small business your village won’t be comprised of employees, but an advisory board comprised of professionals, who provide information and guidance in their areas of expertise.
Who Do You Need in Your Business Village? (On your advisory board)
Your Attorney
Your attorney’s primary objective is to protect you and your business from risk. As you start you business your attorney can advise you on the right structure for your business and submit appropriate state and federal documents. As you business grows turn to your attorney for a range of legal documents such as contracts, non-disclosure agreements, and non-compete agreements with employees. An attorney who is familiar with your business makes the process of creating new documents much more efficient because you won’t have to start each review by explaining what your business is about.
Your Accountant
There are bookkeepers, financial accountants and tax accountants. Which do you need? Well that depends on your comfort level with the numbers of your business. A bookkeeper keeps your day to day operations on track, paying bills and invoicing clients. A financial accountant is someone who can provide guidance not just bookkeeping assistance.
Your accountant should prepare financial reports on a monthly basis and review key numbers with you. Your accountant should be able to help you predict if you have enough cash to meet future obligations and growth goals.
A tax accountant does more than just prepare your tax returns, understanding your business, he/she can help you make decisions about when to invest, when to pull back, and how to avoid paying more than you should in taxes each year.
 Your Banker
The worst time to establish a banking relationship is when you need money. As you start your business get to know your local business banker. He/she will advise you on the types of accounts you will need, develop a cash management strategy, and secure funding when you need it.
Your Financial Planner
For many small business owners, the business is your retirement plan. The question is will this be enough? Don’t guess. A good financial planner will look at both your personal and business finances to make sure you have what you need when you are ready to walk away from the business.
Your IT and Marketing Support
Sure, you can manage your computers and software on your own. You can post content on social media and call it marketing, but just like every other element of your business, you need to stop and ask yourself, should you? Is this the best use of your time, and do you really have the expertise to manage those roles in house. If not, it is time to add these professionals to your team. In both cases, the industry is changing rapidly. You need people on your advisory board who understand both the trends and your business objectives. Lean on them to make the right suggestions about where and when to invest so you can focus on growing your business.
Build Your Business Village
Sure you may own your own business, but you don’t have to do it all on your own. Start building your village today. Don’t try to do it all at once. Find someone in one of these categories and enlist their aid in filling the other slots on your advisory board.
 
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#1050 Survey Your Way to Success

Mickey Kennedy, founder of eReleases joined me for another conversation about building your authority and online visibility.  This time we talked about the importance of using surveys and studies to stand out as a subject matter authority.
Why does this strategy work?  First of all the media loves data.  Fresh data from industry-specific surveys can attract media attention. You can use a platform like SurveyMonkey to create a 16-question survey, including some fun or unusual questions to capture interest.
You don't need to do it on your own.  consider partnering with small or independent trade associations to distribute your survey. These associations often seek media attention and can help amplify your survey in exchange for being mentioned in the press release.
This strategy works because the survey results helps position you as an industry expert so once you are done conducting the survey, create a dedicated page on your website with all questions and responses. Highlight key findings in your press release and direct journalists to this page, potentially leading to more coverage. . Share resulting media coverage on your website, social media, and newsletters to build trust and credibility with potential customers as well. 
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