Do you have a business idea, but don't know where to start? In this series you will learn practical business tips, the steps to starting your business, getting the right people on your team, and how to use PR to promote your business.Sign Up to Watch
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-You build your team, and if you can build your team then it's really easy to raise capital. It's really dramatically easier. But if you can't build a super solid team, you're still going to have to do proof of concept with your market. So we're going to have to prove that we can market this business, and we're going to have to market your business in sort of a guerrilla way which can be a game changer. We can't market your business. And maybe I'm wrong, but most small business owners--
When I grew up I didn't have limitless funds, and so when it comes to marketing I have to use the guerrilla tools. And so, I'm just going to put them up here and we can go through and see which one's we want to do. This is marketing.
All right. So one is PR. Have you had a whole lot of experience with PR?
-I'm going to recommend that you do a ton of PR, meaning where we'll get in the news. The Bloombergs, the New York Times, that kind of thing, so PR's big. Search engine optimization. Are you good at that?
-OK, so you know how to dominate that and do--
-Absolutely. Not a question.
-OK, so search engine is a big deal. So search engine, probably number one move for you. Second move is PR, and the third move, I'm going to recommend you do-- there's this thing called the Dream 100. So who are your ideal and likely buyers? Who are we marketing to, if we're going to go with the helping hands business?
-We'll be marking to people that have-- elderly folks that need help.
-(WHISPERING) Elderly folks. OK.
So next marketing move forward, let's get a list. Let's get a list going. A list of your ideal and likely buyers. And you said those people are who? They're elderly people?
-No, they're the children of elderly people.
-You're marketing to the children of elderly people.
-People in their 50s that have folks in their 70s and 80s that need help.
-People that are in the prime of their lives. That have their careers and their lives and stuff like that, and have loved ones that they want to make sure that they have adequate care, and they can afford to have that--
-So these people 45 to 55?
-I'd say 50 to 60.
-And you live in New York?
-Yes. Well, Connecticut and New York.
-So can you throw out, just real quick, two or three communities where these people live?
-Go for it.
-I'd say Danbury.
-OK, next one?
-Richfield. Next one?
-Bethel. OK. What else?
-Newtown. So I want to really, really not leave you today with a sense of general how am I going do this, but really, really specific. But what we're going to have to do is we're really, really, really, really, really going to have to just dominate these areas. Now there's other things we can do. There's a lot of things you could do. For you and any other business owner watching this, the goal is to only do what you need to do, not do everything you could do. It's to have moves that work and then to use those moves repetitively to generate revenue, as opposed to just tons of ideas.
And so I'll give you an example. There's one guy I'm very good friends with who is extremely successful as a financial consultant. And literally, all he does-- he's top in Google when you look for financial consultants in his town. He's constantly in the media as the expert talking about ways to invest your money.
He has a list. He calls it his list of wealthy people in his community that he consistently markets to, and then he buys mailing lists where he mails to these people's-- well, that's pretty much it. And just year after year he just grows and grows and grows and grows, and grows, and that's how we does it. So we're going to get into that and really make this very specific for you. But do you feel good about knowing what we're doing here?
-Oh, this is. Fantastic
Thrive15.com is a game changer for business owners
-All right, so now we're talking about getting the logo and the brand. On the wall over there, there's this quote that says "Be remarkable, boring is invisible. Remarkable products, remarkable people get talked about." That purple cow up there. So we want to be remarkable, boring is invisible, remarkable products, remarkable people who talked about. Seth Godin. So we have to be remarkable. We also-- over here behind Marshall, it says on the wall, the PR power. This is a quote from Michael Levine, one of our Thrive mentors. His stuff's not out yet, but it's coming out soon and it'll blow your mind. He says PR is gift wrapping. If you package a bracelet in a Tiffany box, it has a higher-perceived value than if you were to present it in a Kmart box. DAVID: It's a good point. CLAY: So we've got to have the Tiffany's theory going here. So you've got to get the Tiffany's theory going, we've got to make sure it's remarkable, and we also have to remember this rule. Your rule of three, and you've also got to remember-- OK. So let's get into it. This is branding, we're going to kick some ass, it's going to happen. So remarkable-- I am very, very good at building businesses, I'm also not a graphic designer. I am very good, though, at doing this system all the time really fast-- that's how I've been able to build a lot of companies quickly. So what we're going to do in step one is we're going to look for a GOAT-- the Greatest of All Time. You're going to look for some brand in the senior health care world that is awesome. And I want you to take all of their print materials into your house-- like their cards, their logos, their website, their everything-- just get everything. I've got one lady I'm working with right now who has this magical business, and she's wanting to franchise it. She's in the same boat, but she has a business that's been up for about three years. She's really wanting to franchise it. DAVID: What kind of business? -I can't tell you all the details, but I can say that it's in the food business. But for her, you're going to save years if you just go to another food business that's in a similar niche, and you just get all their print materials-- go to their website, look at their logo-- and here's my challenge for you. OK so one, you need to find GOATS, and I'm going to ask you to find three. Find three that are the Greatest of All Time. Find three companies that are the best in that niche, in that service, in that area. The second thing I want to do, though, the second move-- and you've just got to commit to doing this-- is your branding, your logo, has to be the best of those three now. So really of the four-- those three plus yours-- you have to have the best logo. So we don't get stuck, I want to go back to these rules again. One, be remarkable. Two, Tiffany's. Three, rule of three. Four, no family rule. Rule of three. You need to have three people that are helping you design the logo simultaneously, or three graphic designers you're talking to, or three resources. Don't ever get stuck with one, because in small business you don't have a whole team, it's usually you at first. And if you get one guy who's like oh hey David, I'll make a logo for you, and then he disappears off the map for two weeks, we just lost two weeks. So we've got to go fast, and we've got to have the three. And the other is don't let your family make this logo for you, because usually family will mean well but they might make a horrible logo or a horrible website. But we feel like because they're family, I need to take care of them. So let's look at a couple companies online here that I want to show you. DAVID: OK. -Let's go ahead and pull up-- Marshall, if we could pull up on the screen real quick-- let's pull up Godiva. So Godiva chocolate is a premium brand. There's not many people who would say Godiva Schmoniva. It's a brand that people look at and say, that's great. I would say that your website-- even though you're not selling chocolate-- needs to be as good as Godiva. Another one, pull up Mercedes. So if we look at Mercedes, your site needs to look this good. Because here's the cool thing. My first impression of your new business-- Helping Hands-- you could've been in business for an hour or you could've been in business for 10 years. But I get that first impression when I go to your website and I see your card and I see your logo. And if it looks world class, I'm going to assume you're worth meeting with.
[MUSIC PLAYING] CLAY CLARK: And so I can't tell you how important it is to not accept anything less than awesome. I mean, it's got to be great. Do you have some website connections right now, guys that you use or guys you know of that are solid? -I do. CLAY CLARK: You do. And you want world class stuff, OK? Pull up on our website here-- go to Corey Lack. Just type in Corey Lack and then photographer. This is a guy who does some photos for us here at Thrive. And he is, in our region, probably the best photographer there is. And his work just looks world class. And so even if you don't know the guy, or you don't know the products he's working with, when you see his work, people are always like, oh my gosh, this guy's really good. There he is. So his stuff looks world class. So imagine that like your product had that kind of photography, that kind of marketing behind it. It just needs to be awesome. So when we talk about your logo-- so one we want to find three goats. Second, Dave, is you want to have the best logo out there. Third thing is we're going to have to have the best website out there. It's got to be really, really, really good. And as far as costs go, I'm just telling you what I think is normal for this. And you might say you're drunk and crazy, but this is what I would think it would cost. On the logo and the site together, these two, I believe that you should spend about $3,500. And I know you live in New York, but I know you could be resourceful through trade out, working with people. But I think that's about what we need to spend. Have you, with your other business ventures in the past, gone through the process of making a website and a logo? -Websites, yes. Not a logo. CLAY CLARK: And the thing is, man, just remember this. Try to look at it through the eyes of a-- and I needed to jot this down so you don't forget to. Look at everything through the eyes of the devil's advocate. Look at it through the eyes of the pessimist. Look at it through the eyes of the skeptic. Because when you market to people, they're assuming that your product isn't good. So we have this country where we say, innocent until proven guilty. I would say in business, you're found guilty of bad product before they even meet you, because so many people are bad. So just think about like some of the scenarios that I've dealt with in the last few months, and maybe this is different for you. But I go to a local DMV, right? I go there. I'm looking to get my license plate changed. The people that are supposed to help me are slow at best. They're inaccurate. It takes forever. I'm going, OK, that's DMV, maybe I expect it. Then last night, I take my son out. It's after a hockey game. I took him out to dinner to a nice restaurant. And I went there and I ordered the house made guacamole, and then I ordered a bean burrito for him, and I got sopapillas for dessert. Now, the purpose of the guacamole they're you're supposed to make the guacamole in front of you, as part of the presentation, and then they're supposed to bring that out with the chips, and then they're supposed to bring out the food. And then, when we're done, they bring the sopapillas. The lady doesn't make the guacamole in front of us, which is part of the experience. She makes it off in some like just kind of behind us, where we can't quite see what she's doing, and it's not that great. And then, the food was OK, and the sopapillas never came out. So just in the last 72 hours-- I'm trying to give you some examples-- I went to the DMV, had bad service there. Then, I had bad service at the restaurant. Then, we went to a sports facility, where I ordered something and they said, oh, we're out. And I said, OK, I'll have this. Oh, we're out of that too. OK, we're out of-- this is just in like 72 hours. And I'm sure in New York you see this all the time. So people are going to assume that your product stinks, so what we've got to do is we've got to make sure that when they see it, they assume it's awesome, because your branding is so good. Does that makes sense? -It does. CLAY CLARK: I mean, it can even be good. It's got to be the best in the freaking world. It's got to be so much better than anybody else that people are like, oh my gosh, Dave. People will call you and say congratulations on the website.
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