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This episode is a business coaching course that teaches the benefits of branding enhancement.

Results-Focused Training, Tools, and Workshops from Expert Business Coaches.

Featured Coaching Excerpt - Notes & Transcript, Part 1
  • Branding:
    -Episode 1
    (Part 1 of 3)
  • Clay Clark:
  • Notable Quotable: "I define what I do as gift-wrapping. If you package a bracelet in a Tiffany Box, it will have a higher perceived value than if presented in a Kmart Box."
    -Michael Levine
    (Founder of LCO which has represented Hollywood’s biggest and most powerful names and brands including Dave Chappelle, Michael Jackson, Bill Clinton, Nike, Sean “Diddy” Combs, Suzanne Sommers, etc.)
  • Lesson Nugget: 6 Most Important Ways to Generate and Use Social Proof - Forbes - Steve Olenski 1. Social Proof (As Seen On) 2. Trust Symbols 3. Celebrities 4. Social Media 5. Customer Reviews/Ratings 6. Video Testimonials
  • Action Step: If you have already earned social proof (media features) throughout your career, make sure that you add them to your website as soon as possible.
  • Ask Yourself: How am I gift wrapping myself? How am I gift wrapping my company?
  • Editor's Note: See the Thrive15.com training called "Website Marketing Conversion" to see the BEFORE and AFTER of Doctor Joe's website / branding makeover.
  • Editor's Note: Attention Thrivers: If you ever visit "The Tourism Capital of the World" (Tulsa, Oklahoma), stop by for a complimentary free haircut courtesy of Clay.

-We are looking good. But we're not necessarily connecting emotionally.


-Or in a way that sets you apart from every other person.

Now the next thing, as far as your branding, now we're going to get into some specific stuff. And I'm so excited, because today we're going to be able to do this for you.

MAN: Cool.

-But on the branding, there is a quote that's on the wall behind you. And I'm going to sneak over here and read it real fast for you. Michael Levine, one of our Thrive mentors?

MAN: Yes?

-He says, "PR is gift wrapping. If you package a bracelet in a Tiffany box, it will have a higher perceived value then if you presented it in a Kmart box."

So what we're saying is Tiffany versus Kmart. If I were to give my wife a ring and put it in the Tiffany box, even if it wasn't a Tiffany ring-- which would be a shady move-- but she would go, Wow!

Because what Tiffany represents. It represents you've sacrificed with some money for something nice. So if you put it in a Tiffany box, the perception is wow!

Now, if you take it over here, and we put it in a Kmart bag-- and Kmart's had is struggles of late here-- but if we put it in a Kmart bag, the perception is you say, hey, I got you a ring. Oh really? Yeah, and it's in a Kmart bag. And the perception is--

So we want to make sure that we gift wrap your business. So if you think about this over here, you have Mercedes.

MAN: Yep.

-And then over here you have, let's go with-- lot of automotive brands have been very aggressive in marketing their brands recently. Like Kia is really trying to improve their image. But what I'm saying is Mercedes has a brand of like, [SNAPS FINGERS]. That's a pretty exclusive brand.

MAN: Right.

-If you think of computers, Apple has branded itself as kind of the elite product. It just works. It's solid. I just want to make sure you're on this side of it and not on that side of it. You know what I mean?

MAN: Yep.

-I want to make sure you're the best. So what I want to do is I want to pull up your website real quick OFallon Family Care. Cool. So this is the site, by one pair, get one free.

First off, visually, it looks solid. It doesn't look bad. It looks very good. If you look at the site, your logo on the left, I'd like to update it a little bit.


-I don't want to throw it away. But I want to do some tweaks to it. And then, if you look at the site itself, we need to make sure that every aspect of your site is designed for web conversion.


-We want to knock that out. So I'll have our team upstairs knock this out for you. But the branding, it has to look world class. So what I'm going to do is, Marshall, can you pull up a new tab where you type in Forbes and then social proof?

And so Forbes did a really good job in an article of kind of distilling what it is that I'm talking about. And I have a checklist I'll give you too. So we can go through this. Just pull it up real quick here.

OK. Awesome. So one is customer reviews. That needs to be present on the site.


-Like, video testimonials if you can. Social media, likes and shares. We want to be there. Trust symbols, where it says, like, trusted optometrist of choice for-- and maybe it's a big company. And then video testimonials. We want those on the site.

MAN: Yep.

-Celebrity. If we have any celebrities we've ever worked with, it'd be great to put them on the site. If not, don't stress it. We would love to get one.

MAN: Right.

-If you could reach out to a local media member and see if you could do their optometry for free, if they promote you, awesome. And then PR, that's like "As Seen On."

MAN: Yeah.

-So let's go to the website for the men's grooming company I'm a part of. And so, Marshall, we can pull up EITRlounge.com So specifically, now I'm going to have Marshall kind of list these. I'll write them on the board here, but we're going to type these up here for you so that we don't forget all these details, OK?

But one is we need to make sure that-- you see the site there, you see how it has the social proof? Where it says "As Seen On?" Have you ever been featured on the news at this point?

-A few small community newspaper articles.

CLAY CLARK: That will work.


CLAY CLARK: We'll start there and move on. So it's good.


CLAY CLARK: So As Seen On. We want that.

MAN: Yep.

-Otherwise this is known as social proof.

MAN: Yep

Featured Coaching Excerpt - Notes & Transcript, Part 2
  • Branding:
    -Episode 1
    (Part 2 of 3)
  • Action Step: Add Trust Symbols
  • Action Step: Add celebrity endorsements (If you can honestly secure one for your company or organization)
  • Action Step: Add the social media icons for the social media channels and platforms that you will ACTIVELY MAINTAIN for your business.
  • Resource of Fun: Hootsuite.com – Schedule your social media
  • Action Step: Schedule weekly times and action steps to secure reviews from your previous customers. - When will you call them? - When will you email them?
  • Action Step: Determine which current or former customers you would like to get on camera sharing an endorsement about the products and services you provided them.
  • Fun Factoid: The concept for the George Foreman Grill was created by Michael Boehm of Batavia, Illinois. 100 million George Foreman grills have now been sold worldwide. The team was unable to pay George much cash, so his endorsement was secured via giving him naming rights to the grill which he later sold for $138 million.
  • Action Step: Write down the name of celebrities that absolutely have the power to change the perception and the value of the products and services your company provides if you were able to secure their endorsement.
  • Action Step: Make yourself a weekly social media calendar now.


-Now I want trust symbols. Trust symbols are kind of like, oh, I recognize that brand. Oh, they're working with that company. So Marshall, do you pull up a new tab real quick here on the big screen? I want to show you a trust symbol.

MARSHALL: How about like American Optometric Association Member?

-Yes. Yes. Any logo or brand affiliation that you have that builds trust. So let's go ahead and Google here-- make your life epic. No, Google epicphotostulsa.com. This is our photography company, so you get an idea for that.

So our photography company-- most girls read theknot.com. That's a magazine they read. And so every year they have an award that they give away to the photographer with the most high-quality reviews.

And so you see right there prominently we have the awards-- 2012. Four years we've won that award. We just got a different award from them, as well. So we feature that. We've also been featured on TLC. You know the show, Say Yes to the Dress?

And those are symbols where people go, oh, wow. So it's a little different from, "As seen on," because the "As seen on" is strictly media. But the trust symbols are those logos that people can identify with.

Have you ever worked with a celebrity?

-Not yet, no.

-OK. So celebrities, we'll give that the goose egg right now. But it doesn't mean we're bad people. It just means that if we can't at some point-- if you were able to do the eye care for-- how big right now are the Cardinals?

-They're pretty big.

CLAY CLARK: I mean, that's the team. So there's some guys on the team-- major league baseball minimum wage is, right now, about what? 500 grand a year? It's pretty heavy. But minimum salary is what it is. The guys are making some good money. I know the league average-- people are making hundreds and hundreds of thousands of dollars.

But let's say you reached out to all the backups. All of them. So think about those guys. And you go, hey guys-- and the Rams. The Rams-- I was just talking to my main man Wes Welker, former Patriot. But if you reach out to those guys in the NFL and you say, hey, I would love to provide your team or your guys with free eye care-- a lot on paper.

You go, are you telling me I have to give away free eye care to 10 guys? Well, I'll tell you, two of them will take you up on it. Right? There's 53 NFL players. Maybe five take you up on it.

But now on your site, imagine your testimonials are like, hey, I'm Wes Welker, receiver for the Rams, and I get my eye care done at O'Fallon. And for him, it decreased his family's costs. And for you, you got that celebrity.

And I know you're in medical so there's certain things you can and can't do with freebies. But the point is, you want to try and get a celebrity. OK? The next thing is social media. Do you keep those guys pretty active?

-I go in a ways, but yes.

CLAY CLARK: Today we're going to make them active for a long time.


CLAY CLARK: OK. We'll set that up today. But as a-- and I want you to make sure you jot this down. You want to be Monday, Wednesday, Friday, minimum, updating your social media with the same thing every week. OK? Same idea.

So every Monday could be your eye care tip. Every Wednesday could be a testimonial. And every Friday could be a special.

Well, you could sit down using that tool called Hootsuite-- which we're going to set up for you today-- you go into Hootsuite, and you can literally set it up for the next three months. And so when people Google you, they go, man, this guy's real.

The next thing is we desperately need reviews. Oh, we need reviews. Do you have a lot of reviews?

-On Google+, we do.

CLAY CLARK: OK. And so do you also get people that've emailed you over the years?

-Yeah, a few.

-And you're one of the more humble people I've ever met, so you wouldn't naturally just go, geez, let's take every positive thing someone's ever said and put it on my site. But we really need to do that. So we need to get your reviews up there.

So if you look, you've got customer reviews, social media-- get your likes, video testimonials. I want to get that done for you. So you're six hours away? Is that right?


-And as part of our business makeover we're doing here with you, I'll be happy to send up our guys up there to film your people. And it'll be no cost to do that for you. But we need to get a bunch of them in a room-- happy customers-- and we ask them about their experience.

Featured Coaching Excerpt - Notes & Transcript, Part 3
  • Branding:
    -Episode 1
    (Part 3 of 3)
  • Action Step: Make a list of ten current or former clients you will call to see if they would be willing to film a video testimonial sharing about their true experience with your product or service.
  • Editor's Note: Video endorsements are so powerful because the customer can connect with them in an authentic and sincere way.
  • Notable Quotable: "Brand is just a perception, and 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 a product."
    -Elon Musk
    ( A South African-born Canadian-American business magnate, engineer, inventor and investor. He is the CEO and CTO of SpaceX, CEO and product architect of Tesla Motors, and chairman of SolarCity.)
  • Action Step: Schedule time and block it off in your calendar to make sure that your website features the following items: 1. Customer Reviews / Ratings 2. Social Proof (As seen on) 3. Trust symbols 4. Video Testimonials 5. Celebrity Endorsements 6. PR

-So if we can pull up a website real quick here. If you can google, Marshall, SOS and then Tulsa on the big screen. So now, you go. You click here, on About.

But don't click About. Just hover over About. And there should be reviews, or our Staff Treatment, Meet the Doc, Locations. There you go.

Bottom left.

MARSHALL: Bottom left on that picture.


CLAY CLARK: So this is what I'm saying. This is a real person. They're not paid.


CLAY CLARK: We didn't say hey, would you say nice things about us? If you scroll down we just said, would you be willing to come in and share your story? So scroll up, and then hit Play. And if you could make that full screen real quick, just so we can marinate on it.

-I got injured at work.

-Then my husband had surgery from them several years ago.

-I got T-boned by a semi and drug 400 feet.

-My injury had really limited my ability to do things.

-I was a constant battle. Every day was just trying to push and get through to the night time where I could take my pain pills and muscle relaxers.

-And I was in agony every second of the day. Couldn't stand up straight. Couldn't walk more than 10, 20 feet, was in bed most of the time. I lost 40 pounds of muscle.

-I used to not be able to drive without hurting. I got to where I couldn't stand at work without hurting.

-My job required me to be very physically active, and I was unable to do so.

-My life is different now after working with Dr. [INAUDIBLE].

-Even just being able to take my kid out to go to the movies, or go to a game, or anything like that. I go riding my Razor for the weekend. I don't have to take any pain pills. I'm good to go.

-And now, there's no pain. I can stay in. I can drive.

-Pause. And what makes that powerful is it's real people sharing their real stories about their real experience. And so homework for you is I need you. And I want Marshall to jot this down.

I need you to find a minimum of 10 people that you can think of that had some really powerful experiences with you. There's one-- I used to work at the dentist, and there's one lady who had got hit in the face in a car accident. And she couldn't afford to have her teeth fixed.


-So she's missing basically a lot of her top teeth. Well, the doctor decided to go ahead and pay the cost of putting in veneers for her. And she tells the story, and you can't not cry, because it's just like wow. That's awesome.

Well, customers who go to the site, if we do all this marketing, and we don't have this branding they're going to go-- I might go somewhere else. So right now, here's what I feel like. I feel like we are a professional ambiguous. That's my assessment.

So we are professionally ambiguous. We are looking good, but we're not necessarily connecting emotionally.


-Or in a way that sets you apart from every other person. I look at your site. And I go, that's very professional.

So you stand above the people that aren't.


-But at no point am I going, wow. I should definitely use him, because he's unique, and he's the only guy who does x, y, z. Make sense?


-So that's really what we need to do. Now specific stuff, I'm going to go ahead and jot out here for you. We'll do here for you. And then Marshall, I'll have you jot this down, because we have a lot of specifics that we're going to go up into the workshop and have our team knock out for you.


-But your site needs to feature all of these elements. And then I'm going to keep adding to my list, OK?


-And we're going to get it all done today, so don't get overwhelmed. We're going to do it.

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