Clay Clark is the Thrive15 visioneer and a successful business growth consultant. Do not let a small budget tame your vision or dreams! Learn how to create big time branding on a smaller budget from Clay's own branding experiences and achievements.Sign Up to Watch
-So the next one is the trust symbols. How is this different, when you say this is a company of choice--
-As seen on. What you have with the as seen on, the social proof, that's just the society socially proving the validity of this product.
-So you can say as seen on NBC, but then it's--
-The trust symbol, though, is different. The trust symbol is like the official service provider of McDonald's, so if you've sold to McDonald's. Or the trusted service provider for Coca Cola, if you sell to Coca Cola. So those are symbols that have been marketed so well that when you see that logo, you immediately go wow, if they're working with Coca Cola, they are probably good enough for me.
-Good. So what about testimonials? These also need to be included on your one-sheet--
-If at all possible, yeah.
-Why do these need to be included?
-Because people-- a quote for you. One of my mentors taught me this. You don't ever want to sell, you want your customers to tell.
CALEB: Do you know who that was?
-I'm going to have to-- it'll come to me in a minute.
CALEB: OK, it's just powerful either way, that's powerful.
-It'll come back to me.
-So when you have those testimonials, though, it's not you telling them that your product's great, it's saying hey, this is what somebody else like you said about it, that's the power behind it.
-The power comes in as you begin to realize if other people are saying this in their own words-- with their own stuttering, with their own accent, with their own background-- and they're just going this worked for me, then you start to go well, that sounds like me or that reminds me of-- OK, I might try it.
-Cool. What about the benefit or the fact combos?
-Well, you never want to say anything you can't prove. That's a huge problem we have in America today, a huge problem. We have a culture where people are good at internet marketing, good at internet scamming, good at lying, good at-- oh oh. Now there's an age of accountability because the internet now allows you to find out real fast whether someone's saying something that's honest or not.
So what you do is the benefit-- when you add the truth to it, the fact-- the fact makes it where the customer almost has to take action. Example, our photography business. We won TheKnot.com award for best photographers, I think it's 3 out of a 5 year period. Was it 4 out of a 5? 4 out of a 5, this just in, Dan McKenna says 4 out of 5. I'm sorry, I'm sorry, Dan McKenna.
-Almost sold him short there.
-Yeah, so 4 out of 5 years we won this award. You can't make that up. Or like in my book, "Thrive," if you open up the first page, it's the letter from the Small Business Administration to me giving me the award for Entrepreneur of the Year. Why'd I put it in there? Because it's a fact.
If it's a fact, then it's hard to refute that stuff. So you always, whenever you have an opportunity to add a fact to a claim you're making-- if you're just saying, this is how the-- a benefit is how you solve a problem for a customer.
-So if you're saying, this is how I solve a problem for a customer, in fact, boom, example. My friend has a business called Oxi Fresh. It's a carpet cleaning franchise with over 400 franchises.
-He's one of the Thrive mentors.
-Yep. And he says on there, Oxi Fresh uses blank percentage less water than anyone else. It's like 90% less water than someone, I don't want to get the number wrong, but it's a very high percentage of less water than anybody else. And he says it, and then he puts a little cited on there so you can look up the actual studies that were done by independent research verifying this. So people were like, well, he said it, but now it actually does it. Boom.
-If any of this is interesting to you, intriguing, I would suggest reading the "Soft Selling in a Hard World."
-Oh, that book blows my mind.
-He explains how, as humans, we're bombarded by sales all the time, and you build up this armor. So when somebody tells you, oh, we're an award-winning photography company, we're trained to be like, OK, whatever, that's nothing. But then, you have to always back that up, and he talks a lot about that in that book.
-Never ever, ever, ever, ever say a benefit without supplying a fact. Don't go well, I can prove it. No, prove it, put it on the paper.
-The next one is comparison, OK? And we've touched on this, but the customer's already thinking it. How do you compare to the next guy? Lay it out for them.
-Yeah, I'd just keep it simple there. Just make sure if at all possible, if you can beat your competition on an area, put it on paper how you do it.
-The next is the website. So you're saying the website should be on the one-sheet as well?
-Yeah, we'd hate for someone to go I love this product, who are they? Where do I get-- we'll make it easy for them. Make it where they can just, on their smartphone, they can put in the web address and immediately get there.
-And the last one is the phone number, which I'm thinking is similar to including the website?
-Well, it's harder to call you if you don't have a phone number.
-Amen. Deep knowledge being dropped here.
-You don't get that in college, folks.
-You'll get some deep knowledge about papyrus, though.
-Wow, that's nice. The next move here, the sixth move, is the thank you cards. This is-- again, we're talking about branding here. Why is it important for my branding to have high-quality thank you cards?
-Sean Kouplen on our website-- one of our mentors-- this guy is like the Joel Osteen of banking. He's got this just nice tone and he's such a nice dude. Most sincere guy, it's unbelievable.
-Do you think he's called that a lot? Is that something-- is that on his business cards?
-I'm trying to get it started.
-OK, the Joel Osteen of banking.
-It's sort of divisive, because if you're not of the Judeo-Christian faith, then it's kind of limiting. So I don't know if he'll ever embrace it. He probably doesn't even like that I call him that, but I'm going to.
-But anyway, the thing is, is that he always sends you a handwritten note after he sees you. Every time. And I'm like, how is this-- I mean, you're already thinking this guy's a great guy. Who owns a bank when they're are 35, 37-- I think he was 37 when he owned the bank. Who owns a bank when they're 37?
Who has been a mayor before they're 37? Who was the head of one of the largest alumni associations in the country before-- oh, he has. Who's been the head of the chamber of commerce? He has.
And you're like, well you know what though buddy? About 10% of the time, I send people thank you cards. And then you meet him, and every time he sends you a thank you card. And it's always branded, it's sharp.
-Clay, Clay Clay.
-Clay, Clay Clay. I'm a business owner though. I don't have much time. I can't do that. I don't have time to write thank you cards.
-Well the preparation, he prints them out.
-The card's pre-printed, but he always writes a little note. So it's like, Caleb, your beauty is majestic.
-I'm excited to see that from Sean.
-He'd just send that. He wouldn't say that. That was an exaggerate. No one would ever say that to you.
-So you're telling me that Sean Copeland has enough time to do this though.
-And Kathy Taylor, who is a lady who was the mayor of Tulsa, neat, neat lady. Her husband basically, the Dollar Thrifty. Perhaps you've rented a car at Dollar Thrifty?
-That's their business. Always sends thank you cards. I've heard you say the higher up the food chain, the more powerful, the less time these people have, the more common it is for them to be sending out thank you cards.
-Absolutely. It's all about the handwritten note. The personal touch. They've thought about it to print these cards with the logo, the website, the phone number. They've got it all ready to go. They usually have a blue pen they write it with, too, so that you know it wasn't like a mass duplicated thing.
-So you've convinced me. I'm going to start doing thank you notes. That means these have to include my logo, website, phone number, and then some kind of personalized with a blue pen, my signature and some kind of note?
-Yeah, there's a bunch of studies on this. And I would encourage you not to look this up. If you want to, you can. It's minutiae. But if you sign something with a blue pen, people feel like it's more authentic. Because there's so much-- you know, you'll write a letter to your Congressman. They're like, dearest Caleb, we value your opinion. Signed, Congressman.
And you're like, you didn't even write it. Come on, buddy.
-So you've got the pre-printed one, but you actually write something in there that's personalized for that person.
-So why can't I just send out a mass email?
-Well I'll tell you this. A little deeper than what you want. As a culture, we've got all these ways to communicate.
Social media, hey look, I'm at the store. I'm on Facebook. Hey, look, I sent you a Tweet. Hey, we're on LinkedIn together. We were on Facebook, we're on LinkedIn, but connect with me on Pinterest, bro. [INAUDIBLE] Pinterest, he'd probably be like, hey, lady. Connect with me on Pinterest.
-Bro. We'd be like, I don't know. We have a new thing we'd go hop on. But the point is, we might be on-- what's the one?
-Slap it on the 'gram.
-Broseph, let's hop on Instagram. But the thing is that the more people we meet, the less relationships we have. So it's becoming more fractured, more fractured, more fractured. And people just, they all these acquaintances, but no real deep relationships.
But when you begin to send people handwritten notes and thank you cards and you begin to do that extra little personalized touch, it's sort of like a bromance. Where you're like, oh. This guy, he sent me a card. I think highly of Caleb. Perhaps I want to further this relationship in a completely appropriate way.
-Let's move on, because this is getting touching. So let's move right along here.
-Yeah, move on.
-Number seven here is the letterhead. Why is this important to brand at a high level?
-Well, if you're going to send somebody a letter, this is one thing I do. And I don't know if everyone does this. This is what I do. This is my move. When I pay vendors, I almost always pay them more than what I owe them.
-Very often. But probably seven out of10 times.
-So you're telling me they give you an invoice, you pay more.
-Yeah. So like they'll bill me for-- I got a bill recently, like last week, from a guy and it was for like $1,700. So I paid him $1,710. And I wrote a note, and I said, hey here's a little extra. I appreciate the work you do. If you ever need blah, blah, blah, give us a call.
Well it's a way-- you're already connecting with people. You're already paying them. Might as well be building some love. So I had this other guy, and you know who you are, Pitman. Pitman, I'll sue you later. So Pitman's our attorney.
So Pitman is our attorney. We pay him a lot. You know, 'cause attorneys, I mean these guys, it's like, you know, $400 I was thinking. $200 I was moving. $300 I was responding. Any time they do anything, it's $300, $400, $500.
So I'm like, you know what buddy? So I did some work for the guy. Didn't charge him. And he was like, what? No bill?
Oh no, no, no bill. Right? But the next level is I want to over deliver and I want to send him a little note on a letterhead, pre-printed.
-So what dos your letterhead have to look like?
-It's just going to be a 8 1/2 by 11 sheet of paper with your company's logo, website, phone number on there.
-All of that.
-And the very bottom if you can, you like to put the products and services you offer. Like just really small. Kind of a little disclaimer like you'd see on like an advertisement in a magazine, just the bottom.
So people are like wow, I didn't know that they offered this service. You get a lot of business that way.
[THEME MUSIC PLAYING]
-So what if I'm a business owner and I say, I don't really want to take time to set that up. Is that really important for me to do?
-Yeah, all these things we're talking about today on Thrive-- Thomas Edison said that vision without execution is hallucination. This is the guy who invented the recorded sound, recorded audio. People are saying, yeah, he stole the light bulb from Tesla. Say he did. Point is, he did some things.
-So this guy, he says that knowledge without application is meaningless. At Thrive, we believe this. So we're only teaching you what you need to know, bro. We're not teaching you what you-- we're really teaching you what you need to know there. So ma'am, dude, whoever you are watching, we're only teaching you what you need to know. I'm not teaching you things you don't need to know.
-So you need to know this.
-Everything on here, you watch it twice. Just make it happen.
-So we've talked a little bit. The next move is the social media channels.
-We've talked a little bit. It got kind of intimate there. So let's not go to that level again. But talk to us again why we have to have this high level of training even on Facebook, Twitter, stuff like that?
-Well, here's what's going on, and we can get into this about, well, should people do it, should they not? But here's the deal. I'm on Facebook. I'll write up there and I'll dedicate, like, a little R&B song to my wife. We've been married like 13 years. Feels like 13 minutes. That's a good thing.
-You've tricked her into it. That's long, that's incredible.
-So the way to trick your wife is you continue being nice. So you might write a little something nice on the Facebook. Or you might bring her a little chocolate organic bar. The more expensive, the more ridiculous it is, the better. You want gluten-free whatever.
You bring that stuff home. And you want to surprise the wife, you know? Well, if I write that on Facebook, guess what? Customers-- oh, they shouldn't do it. But they're going to.
So they find you on social and you're like, oh, you did that? So in that case, one customer, really nice guy, whose name I shall not mention, he says, I think it's awesome that you guys are celebrating marriage the way that you are. And I said thanks, bro. And he's, like, no, seriously. I always see cool things with your kids up there.
And I'm like, is homie on that? Then he said something-- you never want to say this to someone-- but he's like, there's a cool photo where you-- and now you realize he's been looking through all your photos. Whoa. Whoa. We know there's a feature, but we shouldn't do that, bro.
But people do it, right? So if people are going to do it anyway, you might as well be intentional about grooming your social media so it looks sharp, so that it creates a favorable first impression, a.k.a. puts a Tiffany box around you as a human.
-Beautiful. I've heard you also say not to get caught up in just loading up and setting up every type of media outlet. To choose a few that will have your ideal and likely buyers?
-This is a sad story, sad story. if you're watching this and this is you, please, please, don't get too emotional. If you do, call our customer service team.
-Marshall will talk to you.
-Yeah, Marshall. He's 6 foot tall. 6 foot 8 of great. But here's the thing. This person, she's on all of the social media platforms, all of them. I mean, we're talking-- you can throw them out-- like, Blogger, Instagram--
-Tumblr, Facebook. Was Facebooker?
-Twitter. YouTube. Er?
-Yeah. All these different things. And I'm going--
Because, I mean, you can tell this person is working, working hard on this stuff. I mean--
-That's a lot of time.
-And I'm like, whoa, whoa, whoa, wait real quick. Time out. Time out. We'll call her Katie. That's not her name. But we'll call her Katie. I say, Katie, have you ever sold anything through Facebook, social media, anything?
Umm, well it's more about branding, getting my name out there. I'm just trying to like--
Whoa, whoa, whoa, whoa, whoa. Have you ever sold anything?
Well, what do you mean--
In, business typically when nothing happens-- nothing matters unless something is sold.
-So what is the problem that you solve that you're selling to people?
I'm a social media expert. I'm just like, aww, no. So have you ever sold anything?
Well, it's-- I'm more-- I'm just trying to get my name out there.
I'm like, stop it! How many hours a week do you spend up there?
Well, I've got like 10,000 followers.
OK, but have you sold anything?
Well, I-- no.
Very emotional. True story. Very emotional. This person was, you know-- and I'm just, like, well I--
-So what's your advice?
-You got to get off there. Stop. Just sell something. The whole point of social media if you're a business is to sell something and to have a conversation with your customers. Your customers, operative word, customers. That would indicate someone who's bought something.
-So I know that you speak of, kind of, two dangers when it comes to social media world.
-OK, so it's the time wasting that you gave us an example of. And it's those forever up there regrettable post.
-It's the forever young post. It's the forever young. You know that song "Forever Young"?
-Oh yeah. I'm not going to sing it for you, but of course.
-(SINGING) I want to be forever young. Do you really want to live forever? Forever and ever. This is [INAUDIBLE]. This song. Forever Young. We should go on the road with that.
-Maybe to Seattle.
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