Modern Marketing Podcast – Détails, épisodes et analyse

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There are 3 things you need to know if you want to create effective, high converting, and profitable Facebook Ads.

First, you need to nail MARKET MESSAGE MATCH. Get this wrong, and it doesn’t matter how smart, funny, or creative your Facebook Ads are. They’re not gonna work.

Next is something called the 40/40/20 Rule. Every great direct response marketer and advertising legend lives and dies by this rule. But don’t worry if you’ve never heard of this before, most haven’t, so I’ll show you exactly what it means and how to use it in your ads.

And lastly, you need to use something called The Marketing Rule of 7. Not just with your Facebook Ads, but with any and all marketing and advertising you create from this day forward.

So, let me show you how it's done.

***PS - Whenever you’re ready, here are the 3 best ways I can help you…

1) The One-Page Marketing Cheatsheet: https://adamerhart.com/cheatsheet

2) Premium Marketing Newsletter: http://joinmarketinginsiders.com/

3) 1-on-1 Marketing Coaching and Consulting: https://adamerhart.com/work-with-me/

In this episode, the Modern Marketing Podcast welcomes the ‘Modern Sales Guy,’ Sean Piket. Sean is founder and CEO of two successful businesses, Sales Integrity and MyCoachSite, and has over 24 years of experience in “selling the invisible” in the B2B world. He’s participated in the scaling of several companies as a doer and leader and has watched businesses scale from single-digit millions to multimillions.

How do you achieve growth like that? According to Sean, certainly not by ‘winging it.’ Join Adam and Sean as they explain why effectively scaling your business comes down to strategy and preparation plus tips you can apply to boost sales authentically and ethically in your business.

• Why you should think twice about hiring a large company sales rep
• Common hiring mistakes and avoiding high turnover rates
• Create structure for new hires with the perfect 90-day onboarding plan
• The 3 meaningful components of a sales operation
• The 4 cornerstones of lead generation success when generating your own leads
• How to use LinkedIn's Sales Navigator to get referrals
• Having the servant leadership attitude
• The #1 sales killer and the simple solution
• Common factors of successfully scaled businesses
• Cultivating a strategic network
• Why you should get over your fear of asking for referrals
• How to create free training videos to educate new hires
• To cold call or not to cold call?
• The importance of context in sales
• Human to human connection and the power of the phone
• Why you should market to customer challenges over goals
• A prescription for selling success
• Social selling and how to approach social media strategically
• Why preparation will make your sales “pop”
• How to tailor your messaging that targets only your ideal audience

4:32

• Started career in IT consulting
• Sold custom software
• Has had to sell the invisible in the B2B world
• Moved to Dallas, TX in 99’
• Launched Sales Integrity in 2004 and built his business model around preparation and strategy

6:56

Sean created MyCoachSite (software platform for coaches) after seeing a gap in the market.

7:49

3 meaningful components of a sales operation:

1. Sales talent
2. Sales performance
3. Sales management

A profile of the right sales pro for your company to make good hiring decisions

A sound sales recruiting and hiring process in place and a program that allows them to ramp up sales talent at a faster rate than on their own.

10:29

"If you don't provide the structure [for new hires], they're going to go create it themselves."

10:56

Use a free tool like Zoom to create video tutorials that get new hires up to speed on your company branding, messaging, products, services, how you go to market, etc.

Use as repeatable, reusable orientation material that trains them at the right pace.

 "Take them to existing customer meetings as well as prospect meetings. That way they begin with the end in mind."

13:11

Have a 90-day onboarding plan

Set the expectations and have a good ramp up plan between 30, 60, 90 days

Create a checklist to make sure they're tracking towards producing results

15:14

1. Referrals

Sign up for LinkedIn Sales Navigator and run a search against your own network.

18:23

 "91% of customers would gladly give referrals to sales professionals yet 11% of sales professionals actually ask for referrals."

Common reasons people don’t ask for referrals:

• Lack of understanding how valuable it is
• Lack of confidence in their product or contribution
• Don't want to appear sleazy or think it's inappropriate

19:06

Lack of confidence is the #1 sales killer and it comes from lack of preparation.

21:00

“Preparation applies to everything. Anything in life, not just selling.”

21:15

1. Strategic networking or relationships (4 cornerstones cont.)

• If you have a servant/leadership attitude (help others first before asking for help), it makes it easy to ask for help — like referrals.

21:54

1. Social selling (4 cornerstones cont.)

• Social platforms shorten your time, allow you to develop relationships, and demonstrate credibility where people will be compelled to want to help you.
• Develop strategic relationships that lead to referrals.

22:30

1. Systematic sales messaging (4 cornerstones cont.)

• Combined use of different modes of communication (phone, email, social)
• Prepare the messaging for different selling scenarios. "If you prepare your messaging for every possible selling scenario, you're going to be supremely confident in those settings. That's what sells."

23:20

"A lot of the new internet marketers come on and want to make all this money through affiliate marketing and never talk to people…they don't realize the big money involves a conversation."

26:52

• Social technologies make sales and marketing integration important.
• Integrate sales and marketing by forming a cohesive strategy
• Have a lead gen plan with stages and steps and assign roles

• It always comes down to your customer first
• Find your ideal client profile and identify their unique challenges, issues, and goals (CIG's)
  • Challenge - negative in nature, problem-oriented, pain related
  • Goal - future looking, positive, growth-oriented
  • Issue - Neutral in nature. Occupies space, time, and attention. If not addressed, it becomes a challenge. If addressed, it's an opportunity to become a goal.
• Pick the top one from each. Focus on the challenge first.
• Use ideal client profile to target your audience with Facebook Ads, Twitter Ads, and LinkedIn Navigator
• Address their pain and position your products and services as the solution

31:06

Each social platform has their “power talkers” who express every thought. Use their feedback to tailor your messaging.

33:27

• Take time in a quiet moment to think through your business
• Be strategic - Step back, look at things objectively and form a plan
• Follow through

37:37

Create a simple template that allows you and/or sales reps to come up with 3 lead generating campaigns.

SalesIntegrity.com

MasterComplexSelling.com - Free 7-day video email course

Episode #2 - The Customer Avatar

Episode #3 - Free Customer Market Research

LinkedIn Sales Navigator

Zoom

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This is part 2 of our interview with bestselling author, Trevor Crane. Listen first to part 1, episode #59 so you’ll have a complete and cohesive system to help you decide what to write about, how to write it, and how to use your book to market and grow your business.

• Book publishing on Amazon - tools, tips, and money-saving secrets
• Dealing with trolls and one-star reviews
• Structuring your table of contents
• Tips on effectively titling your book
• 4 questions to help ensure you’re writing the right book and what leads to writing the wrong book
• How to profitably presell and market your book on Amazon
• Takeaways from Tim Ferriss and The 4-Hour Work Week
• Leveraging interviews into new clients and prospects
• Analyzing titles and subtitles and how they should correlate
• Tony Robbins, The Wizard of Oz, and Tesla
• What to do if you want to change the original topic of your book, even after you tell people what it's about
• Writing a description prelaunch and before you know all the details
• The serious problem of being ashamed of your published book
• Converting readers into customers and using your book as “bait”
• How to be confident about publishing your book
• A step-by-step process to getting a rockstar promotional partner
• A pep talk to get you motivated to start writing your book today

5:16

You can pre-sell your book on Amazon without a website as long as you have a cover and a description.

10:25

1. Who? - Who is the best person to read this book
2. What? - What is this book going to be about? Is it properly titled?
3. Why? - Why does your perfect reader care?

Two reasons: 1. This book solves problems 2. It delivers results.

When you talk to clients, look for language that triggers them.

1. What's next? - What do you want your readers to do next?

22:26

• Talk to people
• Leverage those conversations into new clients, prospects, and promotional partners
• Ask the 7-magic word question at the end of the interview even if they're a leader in the industry…

25:17

Trevor's client, Lisa Chastain, made at least $60K while figuring out what her book was about.  Within 24 hours it was a #1 bestseller in 4 countries.

26:09

How Trevor's wife published her book and made money:

• Solidified a title and subject
• Created the cover (title and description)
• Listed book for preorder on Amazon (without starting it)
  • Amazon will market for you internationally as a Hot New Release and email people who are searching for certain terms (problems, results).
• One reader booked consulting sessions, purchased programs, and referred more customers to her generating around $30K total.

28:25

If the right person reads your book, they'll want to work with you.

30:14

"Your book is bait."

• Provide value to people by giving them your best content
• Have a path that leads them to your products and services

32:19

It won't come from you. Ask people what they want and give it to them.

• Post on your favorite social media channel and ask if anyone wants to join your book launch team.
• Test it and write it the best you can. “Can I send you chapter one and see what you think?”
• Develop the cover, title, and description based on feedback from you book launch team.

32:53

"My first review on my first book was a one-star review. It hurt my soul!"

33:41

"Most people write a book in silence without anyone knowing. If somebody says they don't like it, what ends up happening is they get ashamed of it."

34:14

By implementing this research process, you know without doubt that people want your content. Your ideal audience has already told you they care, like it, want it and have preordered.

36:04

"I want my book to attract a certain type of person, my favorite client, and repel all the yahoos."

37:23

The wrong sequence leads to writing the wrong book.

37:39

Are you going to be an example for your audience, put your money where your mouth is, take advice and say you're publishing a book? I'm afraid I'm going to have to when you put me on the spot like that.

38:10

"Would you like some help with that?" -  If they do, book a time.

Follow up question: Who else do you know? (asking for referrals)

Remember:

• You're not trying to sell them.
• You're there to really honor them and discover what’s making them tick.
• They'll appreciate you and see that you care.
• This is a strategy that never goes away.

40:56

• Go to a networking event or conference to see incredible people speak.
• Bring your journal and take great notes.
• Wait until the end of the presentation when people line up to talk to speaker.
• To set yourself apart, honor them and say, "Thank you for that presentation. It was amazing. I learned some great stuff I want to implement. But I have a question/favor to ask. I'm writing a new book about ______ and you would be phenomenal. Can I potentially interview you for my book?"

43:32

1. Make a declaration that you're writing a book
2. Read The Big Money Book

Bonus tip: record your interviews. They can be used in your book or given as bonuses for your book.

47:51

“Trying to do something is failure until you've achieved it.”

48:58

Today is likely the very best day to start. In fact, there's probably no better time than right now so make that declaration, get it out there in the world and share your thoughts, insights, wisdom, and stories. There's definitely people who would benefit from it and who would want to hear from you." – Adam Erhart

• TrevorCrane.com
• Big Money With Your Book Without Selling a Single Copy
  • Print copy - (just pay shipping)
  • Free digital download version

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Everyone knows the power of a book and the authority attached to the author. It’s like an instant credibility card. But the process of writing a book can seem like a tall order — investing valuable resources like time and money for a questionable return. Or maybe you’ve written a book that flopped or failed to help meet your outcome and mission.

As a bestselling author and seasoned business consultant, Trevor Crane knows the secret to writing a book not just quickly, but one you can leverage as the ultimate marketing tool. Fortunately, he ‘likes to share things he does well with other people.’ In this high-energy episode, Trevor discusses overcoming the fears associated with book writing and gives actionable tips and resources (even homework!) to help you write a profitable book fast.

If you've been sitting on the idea of writing a book, prepared to be motivated into action.

• Overcoming fears associated with publishing a book
• Three reasons to write a book now and stop putting it off
• How to interact with your audience to get case studies and find new prospects for your book
• Gaining instant credibility
• Getting over typical objections to writing a book
• An elegant way to ask for referrals for people that don’t like asking
• What kind of book should you write?
• Trevor questions Adam about his book in progress to make sure he’s writing the right book
• Trevor’s client book publishing success stories
• 10xing your income by publishing books
• Why you shouldn’t hesitate to put all of your best content in your first book
• Client outreach and how to start interviewing for book research [scripts]
• Marketing your book, the “ninja elegant” way
• Free resources with templates to guide your book writing process
• Building anticipation and testing your audience

3:58

• Struggled for over 20 years to publish his first book
• Used the "Call-Your-Mom" strategy to help him write his book (not recommended for book publishing)
• "Pseudo published" his book
• His first book mentor Mike wrote his first book going through cancer treatment by recording his story on his phone and had it transcribed into a book. He built a 7-figure business.
• All of Trevor’s excuses seemed insignificant
• Found success after swallowing pride and asking for help

6:50

The first year Trevor and his wife published books, they 10x'd their income.

7:30

“What I learned was not just how to write a great book but how to get it done fast and leverage it into my most powerful marketing tool.”

8:36

“Whatever it is you do, there are people out there with problems and they need your help. Every minute you're not out there solving those problems for them, you're doing them a disservice. Get over your ego. Figure out how to get your book out there.”

11:09

Throughout the episode, Trevor will be asking Adam core question about the book he’s writing to help him make sure he’s writing the right book.

12:01

“If there's one piece of advice to Adam and everyone listening, don't go it alone.”

15:41

Three reasons to write a book now:

1. You're going to die.
2. If you write the right book, it can establish credibility.
3. If you don't get your book out there, you're being selfish. People need what you know.

18:51 

On a social media channel of your choice, publicly announce that you're writing a book and it's getting published.

21:39

Intimidated by the pros

Time, money, will it be worth it? will anyone read it?

23:15

• Big Money With Your Book Without Selling a Single Copy

Print copy - (just pay shipping)

Free digital download version

• How To Write The Right Book Fast

26:14

"We think a book takes a lot of time. We think it takes a lot of money. We think it takes all these things but Mike [Trevor’s mentor] wrote his book when he was going through cancer treatments when he had one hour a day."

26:34

"Too often, as creative intelligent people, we shove too much stuff into our book when we don't have the clarity first…Once you get clarity around the right book to write, you can get your book done in less than 30 days."

29:05

If you put out there in the world that you've got something coming, you're modeling multibillion-dollar companies. Elon Musk declared he'd be selling a cheaper Tesla and presold 500,000 cars before the factories were even built.

33:04

Find out what they want, start interviewing new people that could be case studies or prospects for your new content.

33:33

Find out what you're going to sell, who you're going to sell it to. Ask them what they want and then give it to them.

• Pick your 5 favorite "wow" clients that you love.
• Interview people in quick 10-minute phone calls (set a timer)
• Ask them a few core questions about what their challenges are or what results they want.
• Ask them "Who do you know we can help?"

37:56

• “By the way, I’m writing a new book and my publisher said my job is to find my 5 favorite clients and you made the top of my list. I’d like to interview you for my book. It's going to be about (what I do best). When can I get 10 minutes to interview you?

• “Who do you know who's like you because my publisher told me to go find 10 more of my ideal prospects and interview them for my book. I want to find out what their challenges are and what results they want so I can make sure this book is awesome.”

Be sure to join Adam for part II of this interview with Trevor Crane!

Website: TrevorCrane.com

Big Money With Your Book Without Selling a Single Copy

Print copy - (just pay shipping)

Free digital download version

How to Write the Right Book Fast

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There’s a side to a business owner or entrepreneur’s life not many get to see. The less glamorous times dealing with the consequences of weakened commitment or focus. But there are ways to persevere through those tough times and get on track. Or better yet — avoid them entirely.

In this episode, Adam sits down with Trey Lewellen who built a thriving business just to watch it go downhill as a result of losing focus on the core aspects of his operation. By shifting his mindset and putting systems in place, Trey managed to reverse the damage and become more successful than ever — not to mention build a massive online following. Listen in as Trey explains exactly how he did it and gives you practical tips on achieving similar results in your business.

• A simple formula to help foresee the future and be prepared for it
• Overcoming the challenge of having too many available options
• The MTO system that helps you create business visions and goals
• How Trey keeps his in-house team focused
• Why you should always have a “startup mentality”
• Doubling “outrageous” revenue goals
• The advantages of running a business like a speedboat vs an aircraft carrier
• How to be a leader to your team during chaotic times
• Three main factors that contributed to Trey’s success
• Creating and marketing good offers

2:25

Trey's backstory:
-Over the last 5 years, has grown his…

-Email database to 1.1 million people

-Buyers list to 400,000

-Facebook fans to 300,000

-Using loss leaders, free + shipping items, and continuity offers

5:53 

Trey found himself consumed with backend issues like shipping products and printing labels. He created a shipping warehouse and hired 25 people then built a call center to handle customer service. The business suffered as a result.

“I'm really good at making good offers. No-brainer offers…I lost focus on building a funnel and [creating} good offers and turned it to building a shipping warehouse and a call center.”-TL

8:11 

Trey ships gun equipment like oil, targets, and whistles.

9:14 

Multiply everything by 1,000 (i.e. Facebook Ads, shipping, call volume)

Assess if the current systems in place will work at that magnitude

11:22 

What Trey instills in his team to keep them focused:

1. "We're a startup and we'll always be a startup because once you lose that feeling of startup, I think you start slacking and you get lazy."
2. Interact and act as a speedboat vs an aircraft carrier. Use meetings to make a decision on goals and future pace and decide what needs to be changed to succeed.
   
   "We're a speedboat, not an aircraft carrier...Speedboats make turns really quickly."-TL

12:13 

That mindset enables you to play your competitive advantage and go along with the market.

12:24 

“By knowing your goal, by knowing where you're trying to get, that dictates if the decision's easy or not.”-AE

12:39 

• Minimum goal
• Target goal
• Outrageous goal (Trey’s was $60K)

A short time later, he nearly doubled his outrageous goal in one month.

16:25 

1. Commitment
2. Continuous implementation
3. Focus

19:23 

"Just fly the plane."
In the midst of chaos and uncertainty, some business owners get up from their pilot seat to go panic with the rest.

Continue “flying the plane.” It allows everyone to be safe and live.

Be a leader and keep marching forward.

22:39 

"I was on the swim team in high school. Don't make fun of me. You probably should just leave that out of the show notes."-TL

24:39 

“We went away from all the masses. All the masses build and buy ads but they don't have offers. No one knows how to build good offers.”-TL

Builds 1-2 efficient and converting funnels a week

Combines the best advertising agencies with the best offer makers

29:37 
"Your podcast is changing lives, my friend.” - TL

Trey’s Website

Trey’s Facebook

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Bryan Kramer’s assortment of marketing badges are impressive. But it’s his unique approach to marketing that’s most commendable. Bryan is credited with initiating the H2H (human to human) business movement in marketing and social. The concept behind it is just as it sounds — more of you and less of everything else. That’s right, human connection is making a comeback.

In this episode, Bryan explains the value of human interaction in digital marketing and how and where to implement it in your strategies to wow your customers and gain a massive competitive edge.

• Why businesses that participate in conversation have the advantage over ones that don’t
• Chatting on Facebook Ads
• Facebook vs YouTube video marketing strategies
• The human marketing funnel
• How to decide what part of your funnel to humanize and what to automate
• Why you should address emotionally charged comments on social media
• Testing Messenger Ads: Warm traffic vs. cold traffic, which is more responsive?
• A new Facebook Messenger strategy
• The best type of answers to give on Messenger
• Facebook videos that get the best response and most engagement
• How to retarget in a human way
• Why a marketer’s job is more important than ever in the AI era
• Bryan’s marketing predictions

3:13

-Worked for an agency right out of college

-Started his own agency 17 years ago

-Career took off when his message (There Is No B2B or B2C: It's Human2Human) went viral

-Inspired him to write the book

4:30

"Your message — and what I couldn't agree more with — is we need to inject more of the human aspect back into marketing."-AE

4:54

"I think being human is your competitive advantage."- BK

7:04

• Lay out your current funnel or build one
• Review each area and identify where human touch points make most sense in order to close a sale (drop off in click-thru rate, abandoned carts, actions that require a better engagement)
• Consider the customer journey

9:31

If you're a small business or just getting started, have interactive conversations toward the beginning of your funnel.

• Discover pain points
• What is the solution and can you provide it for them?
• How can you shape your product or service around that?

If you have a sizable list, build a longer tail funnel and use human interaction toward touch point 5, 6, or 7.

11:37

"In one of my bots that I have running, I have "talk to human" so that you can talk to me anytime."-BK

12:09

It takes a lot of effort and energy for somebody to reach out. If a brand never replies back to something that was emotionally charged — positive or negative — they leave the relationship on the table.

13:04

Develop an ad on Messenger that says "message me here" and pose a question to your followers

1. They start communicating with your bot immediately if you're using one (like ManyChat)
2. You respond back to them and begin developing a human relationship with them.

14:57

• If you want to really connect with people, warm them up.
• Let them know who you are, provide value, give them a chance to get to know you and know them.
• By the time they get to the offer, the logical next step is to provide them more value with your product or service.

16:50

• Warm: People don't answer the questions. They just ask "are you really there?" Would rather have more value than more conversation.
• Cold: People feel like they have a chance to actually converse with someone.

Brian has seen more opportunity with cold traffic.

18:43

• If you're focusing on building relationships, shoot smartphone videos
• Only invest in higher quality video for major launches

22:30

• Artificial intelligence could replace various jobs (commodities or a process) but humans will always seek out human connection.
• Stay relevant by injecting humanity back into the business.
• Make sure everything connects to the brand, product, or another person.

"You and I are living in the coolest time to be marketers."-BK

h2hclub.com

Bryan@bryankramer.com

Bryankramer.com

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Noah St. John is a self-proclaimed self-help nerd who’s transformed lives and businesses by helping people get rid of the head trash that kept them from achieving their business goals. As a result, Noah’s clients added over half a billion dollars in sales just over the last few years.

In this episode, Noah shares life-changing tips from his new book, Get Rid of Your Head Trash About Money: How to Avoid the 3 Big Money Mistakes Even Smart People Make, and gives insight into overcoming mental obstacles that keep entrepreneurs from making money and living the life they’re capable of living.

• Three simple elements that make a business work
• Money/Passion myth: Why following your passion won’t always lead to success
• 3 major mistakes that are holding you back from making more money
• The dangers of being an info-junkie and how to recover
• The biggest lie in the industry according to Noah
• An easy way to learn and start a business when you're broke
• The 5 main systems of support to install for greater success
• Identifying the excuses you make that are keeping you stuck
• The red flags of a self-fulfilling prophecy
• Introspection: Is your ladder of success leaning against the right wall?
• Why you don't want someone who’s ‘a natural’ as a mentor
• The most valuable thing Adams ever done that grew his business
• What qualities to look for in a mentor and what to avoid
• If you could have any superpower…choose simplification

2:51

-Started Successclinic.com in 1997 in a college dorm room with $800 and a book on how to do HTML.

-Now has students in over 120 countries

-Published 14 books in 12 different languages

-Only author in history that's been published by Hay House, HarperCollins, Mindvalley, Nightingale-Conant, Chicken Soup for the Soul Publisher

7:34

The worst advice in this industry is do what you love and the money will follow. That is the biggest lie out there."-NSJ

9:07

Passion, skill, and market demand.

Understand who you are but find a way to package and position it that adds value to other human beings and that the market is willing to pay you for.

9:55

Noah’s seen people spend tens of thousands of dollars going to gurus and experts but still remained stuck.

12:24

1. Not getting rid of your head trash about money.

Head trash is that guy saying "I can't do it because..."

Identify what your head trash is and notice how it's affecting you.

1. Not Having a Mentor – Someone who can show you how to get where you want to go.

Find someone who is where you want to be and can show you how to get there.

Look for someone system driven, not personality driven.

There are levels of mentorship. Start slow and simple.

To connect with your mentor, send a tweet, post on their Facebook wall, send them an email.

"[Self-marketers] are naturals. That means they're unconsciously competent at allowing themselves to succeed. That means they can't really break down what they did and we can't replicate it."-NSJ

1. Gathering too much information without giving yourself permission to succeed.

Gathering information is addictive and it feels like you're being productive.

Consuming info doesn't actually add any value.

Overwhelm is an excuse. It means you don't have the right systems in place. This is something you can control.

If you're drowning in information without implementation, you're going nowhere and it doesn't make you money.

Take in less information and do more implementation.

"We don't live in the information age, we live in the information overload age."-NSJ

21:25

 "I would spend hours a day studying, reading books, taking notes and my business was flat. And finally, it was almost a breaking point...I know more than I need to know and I'm doing nothing with it. And I stopped and things just took off."-AE

22:01

1. People - Who are you listening to in your life? Wean yourself off the surrounding naysayers and get better people, like a mentor.
2. Activities - What are you doing with the days of your life? Are you consuming or producing?
3. Environment - Clean the clutter from your inner game and outer game. Your inner game: Beliefs, values, decisions.
4. Introspection - Are you taking time every day to make sure your ladder of success is leaning against the right wall? Many are climbing the ladder of success that they don't want anymore.
5. Simplify - Simplify your life, streamline your business. It's a superpower.

"It's not just about how much money we make but how much of our lives we own."-NSJ

29:15

What is the best piece of advice you've been given in regards to marketing and growing your business?

"Give yourself permission to succeed."

• http://sendmeabooknoah.com/ – For a free copy of Noah’s book, Get Rid of Your Head Trash About Money: How To Avoid the 3 Big Money Mistakes Even Smart People Make
• Order the hardcopy version
• http://noahstjohn.com/ - Book a Power Hour with Noah

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In a world full of digital everything, the days of checking your mailbox have most likely dwindled from daily to weekly. More commonly known as “snail mail”, direct mail is often dismissed as an antiquated method to reach potential customers — a real marketing ghost town. The result? A gap that Ian Walsh profitably filled with good ol’ fashion tangible mailers.

Ian built all three of his successful real estate companies the same way. In this episode, he shares the hybrid direct mail and digital marketing strategy he used to build a multimillion dollar name for his company, Hard Money Bankers. And tells us why it pays to zig when others zag.

• The successful marketing methods Ian used for all three of his companies
• Exploring Backyard Marketing
• Why consistency plays a crucial role in business and in life
• The dos and don’ts of adding business cards to your email list
• Why videos are an effective way to build relationships with your audience
• An in-depth look at why this is the Golden Age for Facebook Ads for small business owners
• The benefits of video marketing and getting over your fear of the camera
• Ian’s social media cornerstones and strategies (what does and doesn’t work for his business)
• Valuable tips on how to get results from direct mail
• The Gmail trick Ian uses in his mailers and why it’s genius
• Include these two important calls to action in your mailers
• Embracing Facebook Ads as a staple in your business
• The importance of establishing and following a routine to achieve success

2:44

• A full time real estate investor since 2009 (when everyone was running away)
• Entered the industry by building WeSellHomes2Fix
• Built a property management company (sold in 2015)
• Partnered with Hard Money Bankers in Philadelphia
• Underwrites loans in Eastern Pennsylvania and South Jersey

4:16

Hard Money Bankers is an asset-driven private lending operation that deploys $30MM-$40MM/year.

5:48

Ian used variations of the same marketing model for all three companies. Mainly Backyard Marketing (getting in touch with the local market).

6:13

• Identifies the client by performing a basic public records search
• Measures the easiest and most cost-effective method to get in touch with them on a mass scale
• Sends mailers
• Maintains a large Social media presence

"Social media is a huge portion of the future of all marketing and will continue to grow over the next 20 years."- Ian

8:04

• Include your name, cell phone number, and email on a postcard
• Be consistent
• Timing meets problem at the right moment
• Spread your budget out over a three-month campaign (minimum)

"Just because they don't call you that second doesn't mean they don't hold on to it, so consistency is huge."-IW

12:23

Mailers are effective because they reintroduce the human aspect of your brand (authenticity).

12:43

"There's no magic. You just have to adapt with your marketing. You have to know who your competition is and know what you're up against."-IW

12:55

• A phone call
• Gmail email address (to keep it casual)

15:10

• Networking: Sends opt-in newsletter emails to addresses listed on business cards from networking events
• Video: Consistently releases new videos (five days a week) containing valuable content appealing to his market. Is interviewed by others in the same marketplace in order to reach different audiences.

“If you do one video, it's the same as doing one mailer. It does not do anything."-IW

21:10

"Nobody starts a business because it's the easy thing to do. You've already taken some huge risks and huge gambles. Getting in front of a camera and making a quick video is nothing compared to the things you've already done in your business.” - AE

21:29

1. Facebook
2. LinkedIn

22:41

"You either embrace technology or fight it — but if you fight it, you've got about a 5-year window until you become obsolete."-IW

"If you have a couple extra bucks go ahead and find the right person or company to engage with to optimize your social marketing like Facebook Ads."-IW

25:23

• Putting on offline high-end networking events
• Webcasts
• Continue to enhance social media presence

26:12

Establish a routine that starts with your morning. Stick to it. Do it every day. If you start to succeed, your mind will gear up to put that routine in place.

"Consistency and persistence in your personal life from the second you wake up to the second you go to bed."-IW

• Facebook
• com
• com
• Email: Ian@hardmoneybankers.com

• The Miracle Morning
• The 80/20 Principle

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