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-I want to share an example of this with thrivers because I think sometimes there's a little bit of a disconnect between the theory and the doing and the executing of small business ideas. And I remember when I was in college, a guy , who's a songwriter, and neat, neat guy-- Tulsa guy. He's from Tulsa. Now he lives in the Denver area.
I remember where he told his roommate that he was going to be going to Nashville to basically intern for-- I think it was Industrial Light and Magic. And everyone was like, yeah, sure, whatever. Well, he was over there working in Nashville, and Ryan's very talented and he's not a guy who just lucked into success. I mean, he's a grinder. He worked very, very hard.
And I remember when he told somebody, yeah, I'm going to be on this show with Carson Daly, some sort of talent show that's put on by Lance Bass from N'SYNC. And people were like, whatever, that's crazy, you probably made that up, because it doesn't seem real.
Like this person from E! News-- actually, you probably didn't really see him. Maybe you thought you did, or maybe-- because I don't know. We think they're on a different planet. Well, then he comes back and there's photos of him and the dude from Backstreet Boys, AJ. And then we're like, what?
Well then, a couple years later that song "Too Late to Apologize" ends up on the radio. And Timbaland was remixing the song with him. And everyone was like, sure enough, he really was rubbing shoulders with those people.
And I just think it requires an audacious dream though, because I know how much a lot of people thought that Ryan would never hit it big. Like, you're just from Tulsa. How are you going to become a pop songwriter? But he did it.
-He did it.
-And I think it's really-- I mean, having that influence there, that's led to him now doing songs with Beyonce and all these different major artists. It's just interesting how that social proof there, it's like just getting in the right group there. It really takes a product off there. Have you stayed in touch with her since this time?
-Yeah, I'm friends with her manager as well. Yeah, she actually had emailed and ask for some-- she wanted some gifts for her nieces.
-Yeah, so that's has been kind of fun. But you know what? The thing is my husband always says, OK, so you send it out and so you see somebody wearing it. What does that do? He's the numbers. Like, what does that do for sales?
And I always say, you know what? It's not always quantify. Like, you can't always say, because of this, then this. But it's really just all part of the big picture. But really, for me, it's not even-- that part's not even about the money for me. It's just been about the relationships that I've gotten to form because of that.
-What's your husband's name?
-Terry, if you're watching this, I often try to quantify my humbleness. And it's hard.
-It is for you, I can imagine.
-Yeah, it's like you just like, well, 99, 100, 101. Where do you-- how do you quantify it, right?
-OK, now I want to ask you. What's an action step for anybody watching this who says, OK, I feel it. I feel it. You spoke to me. I want to reach into this world. I want to take advantage of this public relations supermove-- this grassroots PR thing. Do you recommend just making a list and going for it?
-Yeah, I really think that part of it needs to be people that you actually like, because if somebody's going to endorse your product, whether they're wearing it or whether they say something like, I like these socks, on the newscast, it needs to be somebody that you like and that you would want them to show your customers so-and-so is wearing it.
So identify the list of the people you like, as well as the people that you feel would be good representatives of your brand. And then you've got to figure out a way. And there's not a book to tell you exactly how do to it, but you got to figure out a way-- how to get that product to that person. There are ways.
-There are ways. If you're watching this, just know that she has said there are ways. And the tenacious humans out there will find the ways.
-No, there's a way. I mean, these people are-- they don't live on an island where you can never reach. There are ways to get your product to the people that you need to get it to.
-We'll just leave it at that. We're not going to say the specifics, because that's trade secrets. Top secret information. All right, moving on to social proof move number two. So one, it's kind of getting on the show, like the E! News, that kind of thing. The second one is a specific celebrity endorsement.
-Now I know for your product it's a little different, because you're not having Michael Jordan paid to endorse the product. You're not paying Kathie Lee, who's worn your products. You're not paying her-- hey, here's $500,000 a year to wear my product. That kind of thing.
I'm going to read this little excerpt for you. There's a May 11th, 2011, article that appeared in Business Insider. And this article's written by Larry Kramer. And it said that 64% of adult US internet users who follow a celebrity also follow their brand or follow a brand they endorse, which means that the celebrity follower is four times more likely to follow a brand than the average US adult online.
Long story short, what we're saying is that people do listen to what celebrities say. Why do you think it matters so much if a specific-- even if people know they're getting paid, like George Foreman. We know George Foreman's getting paid to endorse Meineke or he's paid to endorse the grill. Why does it matter, even when we know they're getting paid?
-I know. I've thought that myself, like OK, I know that they are on this commercial because there's money involved. Why would I listen to them? Because I actually believe that they wouldn't-- and this might not be-- this might be a false belief-- that they would not accept to do that actual ad if they didn't like the product. I'm not saying that that's true, but that's what I believe. And if I believe that, there are countless other people who may also believe
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-You know, we're in this gluten-free world, this organic world. We're trying to avoid the chemicals, and we're going to Whole Foods. And that's when my wife and I, it's just this-- but yeah, every time we go to the store, it's like we're doing battle--
--with the non-organic food sources out there.
But it seems like, if I am a kind of man-bear-pig, I'm not really the most educated shopper. And I'll go into Target or something, and I'll notice there's "The Biggest Loser" carrots. Hey, they're endorsed by "The Biggest Loser." And I don't know whether they're organic or not. I'm not saying they're good or bad-- I don't know. But I buy them, and I feel like, well, "The Biggest Loser" is endorsing them, they're probably good carrots.
-Regardless of whether they are.
-You have to have an affinity for the person that's endorsing it in the first place. But a good example of a celebrity endorsement-- and this is not even, this is not paid, this is just organic, speaking of organic-- "Duck Dynasty"? Huge, I mean, it's got crazy-- yeah, it's been a little nuts how fast that has grown. But we got a couple cuffs to Korie Robertson, who is the wife of the "Duck Dynasty," um--
-The guy, we'll call him the guy.
-We'll call him the guy, yeah.
-The guy with the duck calls.
-The guy! Anyhow, I was driving home from Little Rock a couple weeks ago, and my phone starts blowing up.
-Blowing up. I've got one of those phones where the light on the back flashes if you get a message. You know what I'm talking about?
-Oh man, yeah-- boom!
-While you're driving, it's crazy. So it starts blowing up. And I look, and Korie Robertson, who has, I don't know, a couple million followers, I think, on Instagram--
-People know him.
- --and Twitter. Her.
-Her. Yes, that's how well people know her, that we called her a him. People know Korie-- [LAUGHTER]
So, she posts a picture of herself on Instagram with this camouflage cuff that we had customized for her. And she said thanks to Rustic Cuff for whatever. Just sent it to her. Was not planning on an endorsement or anything. Within, I don't know, an hour, 20,000 plus Likes. Just people like-- the emails start coming in, "I want that cuff, I want that cuff." Wait, and all the new Likes are coming in. So that was sort of organic, because that was not even necessarily intentional.
-So you generated actual sales from that kind of thing.
-Absolutely. But really, for me, and I know this is hard to believe because you're an entrepreneur, and you're thinking, got to make money, that way. But for me, a very, very large part of the enjoyment of this is just that-- getting it into the hands of other people, and seeing them wear it. It leads to sales, but for me, that's not always the-- it's not sales-driven, necessarily. For me, it's more of a game.
-If you're watching this, because I'm inherently, I think, I'm fixated, I cannot get this off my mind, Korie is a lady. But who's the dude?
-Well, that's why I fumbled there for a second.
-Do we know? On set, does anyone know?
-Willie! It's Willie's wife.
CLAY CLARK: Thank you. The program observer, he says it's Willie. OK.
-Well, did you guys work together on that, or is that solo? OK, Spence gets one point on the Thrive score for today.
-Yes, he does. He gets one cuff today.
-I just could not think, I just went into a funk there.
OK, so all right, Jill, we're talking about Super Move number three.
JILL DONOVAN: Here we go.
-This is trust symbols. Jill, this is basically the security symbols they'll put on the screen, like on a shopping cart, races VeriSign or the McAfee logo so customers another transaction a safe In your mind, though, why does that matter in this internet age? Why do we need those security logos, or how does that help, at all, the buyer?
-I think it gives a sense of security for the consumer. I know I feel it when I go to a website, it just has that added sense that they know what they're doing, this is a brand. It just is another layer in feeling comfortable with that brand, and makes you feel secure in staying with them and continuing on in the process of purchasing with them... small business ideas.
-And this isn't really a thing that we have to spend a whole lot of time getting into. But I can just say if you're watching this right now you have a website, just make sure that it passes the smell test and maybe you'll have these securities. Obviously, you have to have certifications to get those security badges. But I would make sure that you put those on your website, those are there. Because it helps take down the amount of skepticism the potential buyer has, especially in an era of credit card fraud, that kind of thing.
-Yeah, and this is not that hard to do. It doesn't--
-Now we're moving on to Social Proof Super Move number four. Super Move number four, off the turn buckle-- bam! With the power of a large iguana, which I've almost stepped on, during my Cancun trip.
-I believe that, like, iguanas that are large are powerful. That's a belief I have, can't prove it, but we're moving on. So here we go.
-Slightly bigger than a squirrel.
-No, this thing is actually bigger than the wet, shaking squirrel.
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-OK, so here we go. Social Proof Super Move number four. Social media likes and shares-- why does it matter, honestly? Why does it matter if I have a like, or a tweet, or something was shared by a celebrity, or if I have 50,000 likes? Why does it matter?
-It matters, and I'm going to tell you why it matters.
-Sell it to me. I'm the skeptic.
-I'm going to tell you just as-- I'm going to step aside from my role at Rustic Cuff, I'm just going to tell you as a consumer, to me, why it matters.
I hear about a product-- I see it on TV, I read about it-- one of the very first things that I do now, I go to Facebook. I go to the social media channels-- the Facebook, the Instagram, the Twitter-- and I see how many people are following.
CLAY CLARK: Really?
-And I'm not saying it's the end all be all, that you have to have X amount of followers, but I'm telling you-- I'm a judger. I'm telling you that, for me-- and it doesn't tell me whether a product is good or bad, it only tells me where it is in the level of popularity. I'm not saying popularity even makes a product good or bad, it's my first idea of where this company is.
-You know what you are?
-Tell me, a judger.
-You're a judger, that's for sure.
-Yeah, because I learned that from you, but go ahead.
-OK, here we go. Here's the thing. I remember when I was starting my business-- my first company, the DJ business-- I was in the dorm room, and I had to pay my way through college. And to go to the college I went to, Oral Roberts University-- which I know if you're watching this, you're going, is that a real school? Yes, it is a real school-- but this school, it was about $15,000 or $16,000 a year to go there, and I had to pay my way through school. And I paid my way through school by DJing, so I would invite people to my dance parties at the Marriott, where it was very hot.
-Hot at the Marriott.
-Awesome. And I would charge $5.00 a head to get in there. And the first thing people would ask when I gave them a flyer was, who is all going? Who's going? Who's going to be there?
-So I realized, I'm going to have to get the influencers there first, then everybody else will show up.
-That's when you started asking me to come.
-Well, that's when we met up. We met up at the Marriott. So let me ask you, though, real quick. Do you feel like-- say, with your product or another product-- if I'm watching this and I'm dead in the water, I have no likes, no tweets, no-- I don't even have a social media presence yet-- what do you recommend I should do if I'm watching this?
-Important, very important. I would first sign up.
-Hit the sign up button on the social media. And you don't have to do all of them. I would start with one. Start somewhere, have some sort of a social media presence. There are ways to increase your likes, there are ways to collaborate with other companies who have a large social media presence. You can collaborate with people who run contests, who do things to generate more of that.
But I'm telling you, it is-- like it or not-- how people initially judge you, and whether or not they even want to buy the product.
-When's social media going away?
-It is not going away.
-When's it going away?
-It is tripling. It is not going away.
-What if I'm watching this and I'm shaking like a wet squirrel just thinking about the idea of launching a social media campaign? I'm going, I don't know about Facebook, I don't know. They're taking my information, they're taking my photos, and they're using the facial identification software and they're tracking me, Jill. I'm afraid. What would you say to me?
-I would say get educated. Get educated about what social media can do for you and lose the fear, because it is a very, very, very important part. I'm not saying every-- my husband owns his own company and he designs and sells equipment for hospitals and doctors offices. That took way too long to say, I've got to shorten it.
But he doesn't need the type of social media presence that I would in the industry that I'm in. So I'm not saying every person watching this has to have a very large social media presence, but it is imperative that if you are in the type of industry that needs it, that you get started. You've just got to get started.
-Is your husband the kind of guy who does social media, where he just tweets up there, I'm a boss?
-He doesn't tweet, doesn't have a Facebook page, no Instagram, nothing. He's a creeper.
-He creeps on mine.
-Yes, I'll see him sometimes on my Facebook page going, oh yeah, that's what she's doing, or that's what he's doing.
-You know, my super move I do with my wife sometimes is I'll sign in her account and I'll respond to people, and saying things that she would never say. And it is awesome, but then she blocks me so I can't do it.
-Let me tell you what I first used to do when I started Rustic Cuff and I had like, 10 likes on Facebook. 10 people who liked it. Oh my gosh, I really hope this does not come back to bite me like bad squirrel.
-This is real.
-This is going to bite me like a bad, wet, shaking squirrel.
-Well, those are mean, vicious.
-This is going to bite me, but I'm going to tell it. I signed up a Facebook account under the name of Jo Johns. And every time I would post a cuff-- a couple years ago-- I would then log out and log back in as Jo Johns, and Jo Johns would comment how awesome that cuff was. So if you go back to my Rustic Cuff, at the very beginning, Jo Johns liked a lot of my cuffs... small business ideas.
But it sort of got other people like, hey, if Jo Johns-- she's getting some feedback. Jo Johns likes it.
-Jo Johns is a big deal, he's big in other planets.
-But the Jo was spelled J-O, so you didn't know if it was a guy or a girl.
-Gender neutral, like my flavor-neutral water here.
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