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This business coaching session provides steps to growing the value of a business.

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Featured Coaching Excerpt - Notes & Transcript, Part 1
  • Marketing Meeting Agenda: 8. Know what needs to be done this week according to the marketing calendar.
  • Ask Yourself: What major events or holidays occur annually that I can market toward?
  • Action Step: Create a calendar for all of your marketing plans and ideas for the year.
  • Action Step: Create a yearly marketing calendar that lays out specific marketing campaigns for specific times during the year.

[MUSIC PLAYING]

-Other stuff, the marketing calendar. Oh, the marketing calendar. So we need to, in this meeting, know what we're going to do this week as relates to our yearly calendar. So homework for you guys, you'll need to create a calendar. So here is the calendar.

Now again, just all you need to know is think 12 months of the year and decide what you're going to put, what you want to do every month. So as an example, when do kids go back to school?

-In August.

-August. So my business, every year we would do mailers to prom planners in July. Why? Because they're getting back to school, the teachers. And then we would call in August. Why? Because it's started. But like I said, the calendar? I did it every single year.

Every year in the winter, people plan holiday parties. I'll start calling them in September. Why? because most people book their entertainment in October. So every September, we called every single corporation in Tulsa with 100 employees or more-- every one of them, every single year, mailer and caller, no luck. Every July, schools.

You look at your big breaking role calendar, every Valentine's, people have these groups like the Kiwanis and the Chambers and the Rotaries have these Valentine's things or singles groups have Valentine's things. So every year, I'd start marketing for Valentine's in January. Every year. So in your business, what's stuff that every year seems to happen?

-Every year?

-Home sales.

-In the spring?

-In the spring. We do lots of work with Realtors.

-Boom. So on our list, if we made a list right now today-- or when we get home in the next, let's say in the next 14 days we do it. You say, on my calendar, hell or high water, when do they start calling you usually?

-It usually starts around the end of February, first part of March.

-Bam. So January, this is idea one. Every January, we shall call every Realtor in Tulsa who is a member of the multimillion dollar club or whatever that is, whoever the top producers are. And we shall give them a print piece, and we shall call them. And we shall bring them doughnuts, or something like that.

-Right.

-And if you do it every year at that time, guess what will happen? Magical, you're going to get business every year at that month, more than you ever had before. And then what's another thing, that phenomenon that happens every year for you? What's another one where you're like, every year this happens. Spring home sales, I liked that one.

-That's the biggest.

-Inside sales pick up. Inside installations pick up at the end of September into October that tend to try to--

-Showers.

-Showers, shower enclosures.

-And that's when?

-Shelves.

-Now.

-Tabletops.

-OK. So I'm going to put it on your calendar again. One month before now, every year, make a marketing piece for that. And that's how you do it. Now, you think about Mathis Brothers, big furniture company, you think about McDonald's? Every year, Starbucks in the fall, they do pumpkin spice.

For some reason, small business owners though, we don't do that thing. We're not intentional about that. Well, it's because we're so busy, we don't have time to take a time out and do this. But now we have our marketing meeting with our agenda. So this is the conversation you two lovebirds would have. Hello, lover, hello, lover-- OK, we're talking about marketing.

Hey, what's our marketing thing we're doing this week? Crap, let's pull up our calendar. This is pumpkin spice week. Woo! So I used to tell my guys every week in the DJ business, all right guys, this week. You know what this week is? And they're like, what is it dude?

This week is school prom marketing. Who's pumped? We're kind of pumped. Yes! It's school, let's get after it. And we would just aggressively mail, all the mailers are ready to. We'd call, we'd mail envelopes. Literally if you can visualize it, we had guys up-- this was my home office at the time, like my house that was also an office. And we had about 20 guys in the office at that time.

And these guys, like a chain gang-- one guy would be addressing envelopes, the other guy would be licking them, stamping them, putting the stuff in them. We would do like a thousand mailers in a day, just pew pew, all the way up and down the row every year. Well, when you are intentional about what you're doing, it's awesome. OK?

So then you go, well, what networking events do I go to? Well, you might not go to any if you're doing that. Or you might go to those if you feel like they're worth it, but you're going to start to be very intentional about it, OK?

Featured Coaching Excerpt - Notes & Transcript, Part 2
  • Jargonization Translation: Dream 100 - The Dream 100 concept is all about establishing a relationship with your "Dream Best Buyers" by contacting them regularly with a systematic process.
  • Fun Factoid: David Nilssen is a Thrive15 Mentor and financing expert who has helped secure over $3 billion of funding for 8,000 entrepreneurs.
  • Fun Factoid: Michael Levine is a Thrive15 Mentor who has represented 58 Academy Award winners, 34 Grammy Award winners, and 42 New York Times Best Sellers.
  • Action Step: Schedule a time once a week to reach out and connect with your Dream 100 contacts.
  • Marketing Meeting Agenda: 9. Social Media Marketing Activities of the Week
  • Jonah Berger's S.T.E.P.P.S.: Social Currency: "Sharable information is that which holds social currency; one way or another, it makes us look good to those around us."
  • Action Step: Create a promotion your business can run annually based on the season, a national holiday, or another popular recurring event.
  • Editor's Note: Hootsuite is an online web-based application that manages multiple social media accounts and allows you to schedule and automate an unlimited number of posts.
  • Notable Quotable: "People don't think in terms of information. They think in terms of narratives. But while people focus on the story itself, information comes along for the ride." - Jonah Berger (Author of bestselling book "Contagious: Why Things Catch On")

[MUSIC PLAYING]

-Other things we're going to do is our Dream 100.

-I've got a dream 5, right now.

-You've got to get 100.

-[CHUCKLES]

-But the thing about the Dream 100 is it's ideal-- why don't you write this down? The Dream 100--

-Ideal and likely buyers.

- --is this, ideal and likely buyers, right. Now, I want you to hear this because this is big. Ideal, likely, ideal. We've got a guy who's going be on Thrive here, coming up soon, whose name I shall not mention yet, because he's going to be coming up soon. He's done $3 billion of small business loans over a 9-year period of time.

[CHEERS]

He's the guru of small business loans. Well, he's ideal, because he's done more small business loans than almost anybody else on the planet. We just got back--we were in California. We interviewed the top PR guy in the history of the planet. He's the top publicist ever. His name's Michael Levine, and he does all the PR for-- he did it for Michael Jackson's estate, for Prince, for Bill Clinton, George Bush. He's the best.

Well, that's ideal. Who's your ideal? You want to put it on the sheet of paper, who is ideal? So who do you get a lot of your referrals from? You said, realtors?

-Realtors--

CLAY CLARK: Who else?

- --biggest. As far as showers, I've made some friendships with tile people.

CLAY CLARK: So your Dream 100-- tile. Let's put tile. But notice, you've got to have 100 100. Ugh, got to have 100. Now, this is where it gets real. We have these four meetings a week guys, OK? But now you have to start to look at your calendar and go, well, when are we going to do our Dream 100 each week? And you start to go, well.

So let's just, for the sake of this example, when will we do our Dream 100? Because it's going to take us a half day for either you or a human that works for you to go out every week to 20 businesses. And we have a lady in my office that does that for companies. So she can do about 21, 22 in a day. For the photography business I have, our guys have to do seven a day.

But What's the day of the week we're going to go out and do it? Now, one week we're mailing. One week we're dropping by. The next week, we're calling. I mean, every weeks challenging, but when's the day we can go, I'm putting on a helmet and I'm doing my Dream 100.

-Wednesday.

-Wednesday.

-Wednesday's typically the best day for the people I'm going to see.

-So I'm going to put here, Dream 100 Wednesday. Do you see, though, how the intentionality of your schedule starts to-- I mean, you start to have a sense of purpose of this is what I'm doing-- boom.

[BOOM]

Now we can save time and money by calling the doughnut place in advance, and pre-ordering it, and having it ready to go, and building our schedule. So we have that.

Now, the other stuff is social media. Now, social media can be, if we're not careful, a huge waste of time, or it could be very good for you. So I'm going to have you read, since you're going to be our official quote reader, can you read this social media quote here?

WOMAN: "People don't think in terms of information. They think in terms of narratives. But while people focus on the story itself, information comes along for the ride," Jonah Berger.

-OK. Now, this guy is a Wharton business professor who's taken a lot of time to study the most successful social media campaigns of all time. And he breaks it down into these rules. And so what I'm going to do is, I'm going to have you read the rule, and then I'll explain to you what this means. And then we're going to help you get through this. It's called STEPPS, by the way. It's from his book, "Contagious." He has a system, so go read the first one.

-"Social currency-- shareable information that which holds social currency; one way or another. It makes us look good to those around us.

CLAY CLARK: So the example was the celebrity ALS Ice Bucket Challenge. Why did people share it? It's like a social currency. It's like, look, I did something good for the community I want to share. You should do it too. It takes off.

So what's an example that you guys can do? Well, have an incredible discount. Click here to save money on this. Hey, guys, it's spring window-fixing season, or something, and you have a special that you're promoting. And people are more likely to do it if they feel like that it can relate to them, and it's something-- now, the good thing is we sit down. You two can go on a hot date on a Saturday and think of your stuff for the year. Are you familiar with the program Hootsuite?

-Mm-hmm.

-OK. So Hootsuite-- this is homework for you. But on the social media, what you're going to do is, I recommend that you would just do three posts per week right now. And you would go ahead and pre-program them. Now, Hootsuite only allows you to do everything for like 10 weeks, or something. But the point is you can pre-program them for the foreseeable future.

Featured Coaching Excerpt - Notes & Transcript, Part 3
  • Jonah Berger's S.T.E.P.P.S.: Triggers: "Something that is easy to remember about a product or idea, helping to ensure it stays top of mind."
  • Jonah Berger's S.T.E.P.P.S.: Emotion: "Simply put, messaging with an emotional component is more likely to be shared."
  • Jonah Berger's S.T.E.P.P.S.: Public: "information that is meant to be shared."
  • Jonah Berger's S.T.E.P.P.S.: Practical Value: "Another word for practical value is 'relevant.'"
  • Jonah Berger's S.T.E.P.P.S.: Stories: "Stories will get passed around a lot."
  • Marketing Meeting Agenda: 10. Stories: What social media posts are going up this week?
  • Action Step: Create a weekly layout of the types of social media posts you will schedule for each day.

-So you've already thought about, is that a good post or not? You can post other stuff on top of it. But social currency is one way to tell if it's a good post or not.

Now the second one here is triggers. Something that's easy to remember about a product or idea. It helps to ensure it stays top of mind. Example, if it's like an awe inspiring photo of a window you installed, I might be more likely to like it, or share it, or something. If you have a really, kind of, like a video of a customer sharing the story about how you helped them I might be more likely to share it if the video shows me.

If I'm in the video, and you tag me, I might be more likely to share with people. But we've got to be intentional. We can't just put endless ads. And you really don't want to spend a bunch of time doing this every week. It's just the deal where you want to do it like clockwork.

The third one is emotion. Simply put, messaging with an emotional component is more likely to be shared. So, if it was a story that had something that was very emotionally impacting. Example, if every time you guys installed a window you gave money to a family who couldn't afford windows, or something like that, then I'm more willing to share that story because I'm like, look here's a local Tulsa business that's helping out families in need.

Or if the owner of the business. Do you remember a few years ago, Jim-- he was the coach of the Colts and he was going through cancer. Well a lot of people who weren't interested in the Colts all of a sudden shared his story. Why? Because people care, they can relate.

So on your calendars you're thinking through this, I'll help you kind of build the calendar. But emotion is one of them. The fourth one is public, information that's meant to be shared. Again, this would be exclusive offers. This could be-- it's a deal of like where you go, something that you're designing, the first 10 people to like this, can win this. It's designed to be a big public offering.

The next one you have here is practical value. Another word for practical value is relevant. So facts about how much new windows can save your home, can save you and your household on electricity. It could be, another example for you, it could be like a video of you, a video you record. You'll get together on a weekend and you guys record 25 for the year. Five minute little segments where you talk about ways to improve your home's efficiency, if you put in new windows, that kind of thing. These are things you can do.

The next one is stories. Stories get passed along a lot. So if it's a story about, say you interview a couple and you say, well how much has your utility bills gone down since you installed? Have you ever had a customer you worked with whose told you that they've saved money by putting in new windows?

-No. I've had customers question how much they're going to save. And how effective the windows are.

-There's a guy who does wall foam, who I met years ago. And all I did was help him film them. But he had couples he called them and asked them, hey, since we've installed the wall foam, how much have your utility bills gone down? And people had found they'd gone down pretty significantly. You know, like $80 a month, $100 a month, whatever. When you magnify that over 12 months a year, and the lifetime of the-- it's pretty powerful.

And so he filmed testimonials with people where they shared, hey my utility bills have gone down 20% since I-- And those stories can get passed on. Also if there's a story of something you're doing in the community--

Is there like a charity, or something, that you two are involved in but you don't really promote it?

-No.

-Not really. I mean we've gotten involved with Keith this past year. But not substantially.

-Well, if there's something that you're doing. Or maybe you decide moving forward you want to be really intentional about choosing one specific charity. Is there a particular cause that you two are passionate about?

-I think we talked about the Alzheimer's Association because that has impacted both of our families significantly. OK, so let's put that down here. So Alzheimer's can be something. That can be a story. So you could talk about how this month our company had an opportunity to team up with such and such. Here's a story about how Alzheimer's is affecting people. And it's just something where people begin to know you beyond just the fact that you install windows.

Now what we're going to do is we want to create a social media calendar that in your weekly marketing meeting all you do is you go over, hey what posts are going up this week? I'm going to make it really easy for you because this is how I would do it. Just trying to save you time.

You might say, Monday is always going to be our story. Wednesday is going to be on how we save money, money savings ideas. Friday is going to be before and after photos. And so every week that's all you do.

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