For Impact Podcast with Jared Erni

[TRANSCRIPT] 0:00:03 - (Jared Erni): This is the four Impact podcast, the destination for impact driven entrepreneurs striving to live life on their terms and create a ripple effect of positive impact in the communities they serve. Where we put your success stories center stage, dissecting the lessons learned and sharing insights and ideas that will help you amplify your impact. And now, here's your host, Jared Ernie. 0:00:38 - (B): Welcome everyone to another session of our live event. This today is Wednesday. We usually do this on Friday, but we're doing a little different because I'm going to some training on Thursday and Friday this week. It'll keep me out of pocket. I still wanted to be available for anyone who would like to join the Q and a this week. But while we're getting into it and while people are joining, I'm going to give you a little bit of a lesson I learned just this week, actually, last week. 0:01:06 - (B): So let me start with this. Anyone here has ever had it like a car or a truck that you just love? Like, you know, it's, it's you. You were able to go away from, from driving something that's practical to actually driving something you love, and then now you just take care of it like a baby. But here's the challenge with it. Anytime it gets a little scratch or door thing, it just drives you nuts. Well, that's how I am with my truck. And last week I lent it out to someone to use and he left it in a seemingly safe parking lot downtown Atlanta. 0:01:42 - (B): But when he came back, the window had been busted out and he had to call me at midnight and say something happened. He's doing a police report. It was a petty theft, nothing big, but broken window. And I was fuming mad because this was my truck he drove. Not only that, but he drove it back to me at 03:00 a.m. in a torrential down like rainstorm. And it was soaking wet on the inside by the time he got, got back. And, you know, bless him, he wasn't the one that did it. But I was just so mad at the situation. 0:02:12 - (B): And, you know, after I cooled off, you know, I didn't sleep at all that night. But the next day, I was talking about just how mad I was. And my wife reminded me how despite unexpected setbacks, there's always a positive opportunity. And I sat on that and realized, you know, there's a lot of things I could be complaining about, but this is not one of those because they're far worse things I could be going through than this little setback. 0:02:39 - (B): But it just reminded me of some things that I've seen through my own growth in marketing and in business, and some of the clients that we've also seen, we all come across setbacks in our business. This is actually reminded me about one example was James. He ran a basement waterproofing business. He built this business on the back of traditional SEO, scaled it to over $100,000 a month. He was the one showing up in the marketplace really well. And when people searched for basement waterproofing services in his area, but then all of a sudden, there was an algorithm change and calls practically stopped. 0:03:15 - (B): He couldn't figure out why. Tried everything to fix it. But all of his SEO over the work had just come crashing down in his business with it. He'd been struggling for six months trying to figure out how to fix this problem, and his revenue was about a third what it was before. And he was in the red, like, just trying to hang on and not go out of business. We started working together and started focusing on the frameworks you learn here in local search academy and that I share and teach with you. 0:03:43 - (B): But we focused on his Google profile. We complemented that with an incredible offer strategy, you know, what we call the irresistible offer, and used a sales funnel to facilitate that offer. In about ten months, he'd been able to recover his business. He'd been not only recover it, but he got his business into a position where it became sellable. And he got an offer and successfully exited his business so he could then move on to the next phase of life in retirement. 0:04:09 - (B): And that was so cool to see him go through that process, because it really is an illustration that we all come across unexpected setbacks in our business. We can either complain about them or, or be mad, kind of like I was with my truck, or we can accept it and look at what is the opportunity that I have here and shift quickly. A great coach and real good friend of mine, Alaric. Heck, maybe some of you have seen Alaric and some of the things that I talk about, but he's been on the inc. 500 twice and is only 26 years old. 0:04:45 - (B): He's an incredible person and incredible businessman, but he talks about how you can redefine the word failure to mean something else, because failure is really an opportunity to learn. When you look at it that way, and Nelson Mandela says, I never lose. I either win or I learn. And I just love that. So today, most businesses are, most small businesses are struggling with marketing in some aspect. And it's largely, in my opinion, because of the amount of competition for attention today, the old traditional methods just don't cut it like they used to. And so the new opportunity today is how do you cut through that noise and look for those ways to do it? 0:05:27 - (B): That's why I am so passionate about Google Business profile, because this opportunity is huge for you, because statistically, 92% of businesses that set up their Google profile never really touch it again. And there's never been a channel on Google that has been easier to win in than Google Business profile today. So just wanted to share that with you guys as we're going into this live q and A, and let's turn it over to some questions. Now, if anyone has joined that has a question I can help support you with today, just put your hand up. We'll answer those questions right now. 0:06:08 - (B): Hey, Don, it's good to see you. It looks like Don might be trying to unmute, so I'll start with Don and then we'll go to junior with the hand up there. No, not able to unmute it. All right. If you want, Don, you could type a question into the chat as well and I'll be able to answer it there or figure out the mute button. We'll jump over to junior while Don's working on that. Hey, Junior. 0:06:39 - (C): Hey, how you doing? 0:06:41 - (B): Good. 0:06:41 - (C): How's it going, Jared? 0:06:42 - (B): Thank you. Doing very well. What can I help you with today? 0:06:45 - (C): Yes, wanted to get your sense on what you would advise to companies that are small, local businesses. What are the steps that they should be taking? You mentioned Google Business profile. There's local services ads, there's guarantee, you know, Google guaranteed ads. There's. What else do we have? You know, SEO, local SEO for local businesses. What are the, what's the path that you recommend for. For companies? 0:07:18 - (B): Yeah, so sometimes it. Great question, by the way. Sometimes it depends on like, the order of this will be somewhat dependent on their specific situation. But for most that I see, I think there's no, you know the saying when is the best time to plant a tree? Yesterday, but the next best time is today. Right. So hopefully I didn't mess that one up. But. But Google Business profile is going to be a really great starting point if it hasn't been something that they've been active in, because it takes very, I would say, relatively small effort to have good success with your Google profile. But it does take a little time to develop, too, depending on where they're at. 0:08:01 - (B): So depending on what they need in their marketing right away, I would say Google Business profile, start today, get active with it. If you need more immediate results, though. And by the way we see results happening with Google Profile in as little as two weeks, I would say most of the time, give it 30 days to measure those results. So you have a little bit of Runway there. But that's far better than six to eight months where most people are going to say that's what you need to expect for SEO to kick in. 0:08:28 - (B): And so Google profile can serve you really well that way. Google Profile is the alternative to traditional SEO that we use for local business, the alternative for paid ads that allows you to scale faster. So if this is someone who needs some more immediate business right now, then you could look at local service ads or. Excuse me, I said that wrong. Local search ads as a way. Yeah, as the way to help fuel that. 0:08:56 - (B): Now, this gets a little confusing, and so I also fumbled on my words there for a minute. So I want to create some clarity here. There is a thing called local service ads, which I usually use the term Google guaranteed for, and this is a pay per lead program that Google offers. If once you get verified through that process, it's a great way to get the phone ringing right away for certain businesses, but it's not applicable to all. 0:09:22 - (B): And in some marketplaces it can be a little saturated, but it work. It's like an alternative to, say, angie or thumbtack for pay per lead. Yeah, got it. The local search ads is actually a type of pay per click campaign. But what you're doing is you're actually, instead of just running the normal search ads that go up on the top of Google that you typically see, that's where everyone is competing for. 0:09:48 - (B): You're actually going to do something that most people don't know how to do, which is first create an asset out of your Google profile in your ad account and then attach that targeting to your campaign so that you're actually targeting a radius around your Google business profile. When you do that, you will actually show a sponsored position in the map section, which has more trust in local search, which allows you to target more specifically different. You can actually target areas a little more specifically or more keyword types of targets where sometimes your listing may not be showing up as strongly for some of those keywords you want to. 0:10:27 - (B): And you'll also be able to win the top position in the map section when you do this. And I don't want to give the impression that when you set up this type of campaign, you're only going to show up in the map section because that's not true. You will alternate depending on a lot of different variables between a traditional search campaign and then the map section. But because there's far less competition doing that, this becomes your next opportunity to scale with ads getting more rotations, better cost per click, and leveraging the higher level of trust people have in maps. So the two big, that's the benefit of. 0:11:01 - (B): So you've replaced maybe traditional SEO with the map section organically, and now you can actually come in and replace traditional pay per click with a different kind of pay per click campaign that most people are not doing, which is the local search ads. Those are going to be really good in serving you. 0:11:18 - (C): Okay, now I will go ahead. 0:11:21 - (B): Oh, go ahead. Sorry. You can ask that question and I'll have one other thing to add to it. 0:11:25 - (C): Sure. Thank you for letting me interject here. So the, there's a difference you mentioned between local service search ads, excuse me, local search ads based upon your Google Business profile versus your website. Right. So if you're using the Google Business profile, you can, if you have that optimized, it's going to do a better job of finding ads for you at a lower cost than if you try to do it with your landing page or your website. 0:12:00 - (B): I'm not sure I totally understand how you're, the way you're describing it left me a little bit unclear what you're looking at. 0:12:09 - (C): Yeah. So a lot of times companies will, well, a lot of times they just have an ad go to their website, which is a mistake. Right. 0:12:17 - (B): Gotcha. 0:12:18 - (C): I mean, most of the websites have too much information on them. So that's, that's, that's a problem with a lot of ads for local ads. I understand. The second thing is that people will create a landing page. Right. That's specific to the adjustment, which does better than sending them to your website. And then the third thing you just mentioned was instead of having the information that Google's using to locate good customers for you or Facebook or. Let's just stay with Google, you're saying you submit your Google Business profile as that's what you would use as your main landing page, if you will, for the ad. 0:13:05 - (B): I get where you're going and so let me add a little clarity to that as well as that's actually where I was going to go into next thing that I wanted to add. So, because most people think it's a traffic problem only and it's not, it's also a conversion problem. And so we've seen some people doing really well with traffic, but they think their campaign's not working because their conversion isn't working. 0:13:31 - (B): But that's not where their mind is. So the conversion is gonna come from. What is your offer? Is it a good offer? Is it different? Does it create good, high perceived value? Cause that's gonna move people forward. Is it unique? And then your sales funnel, which is another term kind of, for landing page, but funnel is a little more than a landing page. A funnel is truly facilitating the steps or process that someone goes through to get them from point a to point b. 0:13:59 - (C): Got it. 0:13:59 - (B): Whereas a landing page might just be just that kind of web information that gets them to the next step, but doesn't really move them through, if that makes sense. 0:14:07 - (C): I see. Yes, it does. 0:14:08 - (B): And a website will typically be a bunch of pages, like an information highway that they could explore, but it never really gets into that. One thing that they want to do, we want them to do, which is become a lead or buy your thing. So I like to use a sales funnel process and put that into my website. So now it becomes a sales funnel. 0:14:30 - (C): Okay, got it. 0:14:32 - (B): We throw these terms, website, landing page, sales funnel. Sometimes I use them synonymously because it means the same thing to me. It's more about the psychology behind it that you implement behind it. But you can make any website a sales funnel, can make any landing page a sales funnel. It's more about the strategy. 0:14:47 - (C): Okay. Yes. Thank you very much for that. That helps clarify it for me. 0:14:51 - (B): Oh, good. Okay. And then I will just say, also, I didn't mean for your Google profile to be the landing page for your campaign, but what happens is in the map section, when you're doing a local search ad, you will see your Google profile show up at the top. When you click on it, that will move people to your landing page funnel from there. So that's where you really have the offer. You can't put the offer very well into that ad. It's going to look like your Google profile, which, you know, they're going to see it and click on it, and that's going to take them to the offer where you can then convert moving forward. 0:15:26 - (C): Okay, thank you very much. That's great. Appreciate it. 0:15:28 - (B): You're welcome. Well, thanks, Junior. It's been great to have you on here. And if there's anything else we can do, just let us know. All right. Moving over to Don, were you able to get the mute button fixed? No. Okay. Well, don, we. I think we're going to be talking anyway this afternoon, so I'll be sure to answer those, those questions that you might have later as well. Anyone else have a question that we can talk about. 0:15:59 - (B): Oh, it looks like Steve. 0:16:01 - (D): I do. 0:16:01 - (B): If you can hear me, Steve, how can I help you? 0:16:05 - (D): Yep. Yeah. So this kind of piggies back off of what you guys were just talking about with Junior. I believe what you said, and maybe that's where the confusion was coming from, because I was confused, too. In order to get to the top of the Google map with your search ads, you had said, tie it back to an asset from your Google, my business profile. And I guess that's what I'm trying to figure out is. 0:16:33 - (D): Okay, well, what is that asset? Is that asset like a product or a service that is on our Google business profile or. I guess that's what I need more info on. 0:16:50 - (B): Sure. Well, great question. One of the things that will probably be really helpful is one of our later lessons in the training. If you go into the training part, you'll see a section dedicated to local search ads, and I'll walk you through exactly how to do what you need to to set it up. For some of you, it might be locked because you want to have the right foundation in place. So we drip fresh, like new lesson material. Each week we'll open up new segments that gives you the path to do in the right order and gives enough time for you to execute it really well before and without getting overwhelmed. So if it's locked and you need it now, just let me know. 0:17:30 - (B): You can shoot me a message later and we'll see what we can do to unlock that for you. But know it's coming. You can definitely see it in the place now. So that will help. But to try to answer your question without, like, actually doing a little bit of the technical screen sharing and all of that, if you go into your Google Ad account, there's a place where you create assets. Now, I look at your, your campaign as like a tool belt that you wear, and assets are like the tools you put in all the pockets for Google Ads. 0:18:06 - (B): And so there's lots of different kinds of assets you can create for a campaign. One is your phone number, one is your location, one is are called call outs. And there's a variety of other assets you can add to a campaign. So when I say create an asset, what you're doing is you're going into that section of your Google Ads campaign and you're creating an asset out of the location. But I show you in the video how to actually do it so that you can attach your Google profile as that asset. 0:18:40 - (B): And then when you go into your targeting, you're going to want to make sure you're targeting a radius around your Google business profile. So it's kind of two different steps. It's not very intuitive and that's why most people don't do it, but that's why it's an advantage for you. So. Right, you're going to cut back on the amount of competition for this particular ad campaign when you do that. I don't know if that was clear. Does that help a little bit? 0:19:07 - (B): Oh, we might have lost him. It looks like he's not in there anymore. This will be recorded and reposted. So he had a little bit of. I could tell a little bit of his signal was lagging. So maybe he just lost connection. Darn it. I wish we could make sure he got the answer to that. But anyone else, though, was that a little more clarity on that or would it help if I gave maybe another explanation? So if you want to look at that section, it'll be down into the training called local search ads, and we'll walk you right through it. Oh, it looks like Steve's back. 0:19:50 - (D): I got. My phone got cut off for a second. 0:19:54 - (B): No problem. I wasn't sure when it dropped off exactly, but do you want me to re explain that? 0:20:00 - (D): No, I think I was gathering it. In other words, the assets you put in on the backside. So that makes more sense. And like you said, there's. It's probably further in the course than what I've gotten so far. And that's just me wanting. 0:20:17 - (B): Yeah. 0:20:18 - (D): You know, impatience. So, one other thing, if I. If I could ask while I got you. So, you know, I'm pretty competitive industry. I'm a real estate professional here in central Pennsylvania. 0:20:32 - (B): Okay. 0:20:33 - (D): You know, so I've been trying to put, like, you know, I've got plenty of photos up there now. I've been trying to do. It was once a week. Now I'm trying to get to almost like every day putting, you know, an update, you know, like a photo and a write up, sometimes with a button, sometimes without, on my Google business profile. And again, maybe it's buried in the course somewhere. But, you know, besides just using that as, like, I don't know if you want to call it a mini blog or like, you know, a Facebook type post. 0:21:08 - (D): What. What else should I be focusing when doing those updates? Or do those updates even help get my profile found more? 0:21:20 - (B): Yeah, great question. So they do help, but it's not, you want to think of it a little bit differently than, like, what you'd maybe post typically on Facebook or a blog, because the purpose of a blog is to get viewers to read it. The purpose of a Facebook post is to get people to engage. The purpose of this has less to do of getting the attention of people and more about feeding the algorithm metadata so that you become more relevant so you don't have to spend as much time thinking about what to write here. 0:21:54 - (B): One of the things we have is, and you'll probably find more of this in like the marketing weekly marketing tips if you go through them. But every now and then we're going to post some ways that you can use chat GPT to generate a lot of content for you to utilize in posts. And you can be very specific around the keywords that you're using. But this becomes important because in Maple pro you can look at the keywords you're showing up for and then identify keywords that you want to rank more for that maybe you aren't, and those are going to be the kind of keywords you want to start building content around to help you create more relevance around them in your Google profile. 0:22:35 - (B): And the other thing that I would mention is there's a really great lesson in our training on categories. This is more of a one time optimization where creating a post is more of like the ongoing process. But a lot of people miss the opportunities on adding secondary categories to their business that would be highly relevant. And so if you use a little plugin that's free to use called GMB everywhere, we should have a lesson on exactly how to do this. 0:23:03 - (B): You can research competitors and research and see what categories they're in and identify potentially categories you're missing. But also look at other suggested categories and all of a sudden you'll start to see like not that long ago I was on a call with a dermatologist and she was basically, her main category was dermatology. I said, well, we need to add more categories here because you could be found in a lot of different ways. 0:23:29 - (B): So we went through this process that we show in the lesson. We identified 15 subcategories under dermatology that would apply for her and added those to her Google profile. Here's the kind of hidden trick behind it. Number one, all these categories are indexed in Google. And now you've got 15 new ways for Google to understand your business. But about ten minutes later, Google is going to look at these categories and go, hey, if you're categorized under here as a secondary category, you may also add these services to your listing. 0:24:00 - (B): And these services may not all be relevant, but you'll go through and approve the ones that are. And all of a sudden all these services that Google has suggested are also really indexed in Google. Well, so rather than making up all your, you can create custom services, but now you're also using the services Google has already indexed and you can add a 300 character description to all of those services. 0:24:22 - (B): And now it just kind of like cascades and compounds all of this data that you typically you didn't have before that your Google now has from you. 0:24:30 - (D): Okay. Okay, thank you. That's good. 0:24:34 - (B): One other thing I think would be really great. I'm going to post a link here to all of you. This is something new that we're going to be releasing here in the next week. I've been talking about this a little bit. You may have heard me talk about it if you were on this before. This is called local IO and we love Mapleds Pro. It's been our program that we've used for several years, but there's always new and better things that come out. And the reason I'm using this is Mapleez Pro. We built Mapleds Pro back when we needed. There wasn't a lot in the Google profile management space for software. 0:25:05 - (B): We saw an opportunity to build something and then use that with our clients. But over the years, I also started realizing I'm not a software, this is not a software company. It's not what we would do and nor do I really want to be a software company. So it's been difficult for us to keep up with the development of constant changes that Google makes. And so we're working now in partnership with local IO in a much better platform for an experience. So you can manage your Google profile even better. 0:25:33 - (B): And one of the things you mentioned was, you know, you're posting new photos daily. That's a really great habit to be in. But if you want to automate that part, you can actually use local IO, batch a whole bunch of photos and automate posting them. So you don't have to do that every single day. It will do it for you. It'll automatically respond to reviews. It actually gives you a heat map, which Maples Pro doesn't right now. So you can grade kind of how you're ranking in the local area. 0:25:56 - (B): It's a really great tool. I left the link here for you if you want to check it out. Cool. Well, thank you, Steve. Anyone else have a question that you'd like to touch on today? 0:26:10 - (E): I figured that out. How to turn on my mic. 0:26:12 - (B): Hey, Don. All right, I just pulled my screen up a little bit. 0:26:15 - (E): Yeah, I just have I just had some questions, too on that subcategory and a g. I looked at that last night and I couldn't. I just have some questions on that. I seem like all I can come up with, my type of work, you know, the cabinet refinishing is just painter trying to come up with some other subcategories. It wouldn't let me change them if it wasn't in its suggestion. So I was wanting to figure out or how I could go about, you know, going into the g, the GNV everywhere and getting those implemented into my platform. 0:26:54 - (B): Yeah, that's going to be Don. That's going to be something that we can work really well with you individually on. And probably this Q and a probably isn't the best place to do it, but we'll work with you on that, either one on one or on one of our group calls, because Don actually just joined our coaching program where we work personally in helping them execute this. So that's actually going to be something we'll help you really well with because I know you're kind of one of those niches that is going to be a little harder to identify because of how niche down you are, but we'll make sure that you've got this fully optimized. In fact, our team will do a lot of the heavy lifting for you on that. 0:27:34 - (E): Okay. 0:27:35 - (B): Yeah. And we're still good for 03:00 today, right? 0:27:38 - (E): We sure are. 0:27:39 - (B): Awesome. Perfect. Well, good. Now, if anyone else is interested in talking to us or our team about what it would look like to work together and actually help us personally, helping you put all this framework together, doing a lot of the heavy lifting and helping you scale faster, like. Like Don was. There's actually a link you could click on to apply for our coaching program if you're interested. No high, no pressure. 0:28:01 - (B): You can talk it through with us. If it's not good fit, no harm. No, you're going to walk away with a lot more value. But if it is good fit, we can talk about those details. So just a little plug for that. Any other questions? 0:28:17 - (F): I got r1, quick. Jared. 0:28:18 - (B): Hey, Brent. Yeah. 0:28:20 - (F): Uh, yeah. Um, and maybe you already answered this because, uh, I've been. I'm trying to listen while I'm doing some other stuff, but curious about that local IO, is that, uh, does that work in conjunction with the Maple pro or is it replacing it or something like that? 0:28:35 - (B): Yeah, great question. I'll let you decide. If you'd like to just make the leap over to local IO. It is going to be something that we would use instead of Maple Pro because it, otherwise it's kind of like doing the same thing. But I believe local IO will give you a better experience than Mapleds pro will and do some things. One of the, one of the things that map leads pro has always struggled with is uploading photos through that platform to post to your profile. 0:29:02 - (B): It's great that it's there. I've just always taught people to do it straight from your phone. It's almost easier anyway. But the one thing that I really love about local IO is the ability to schedule photos to be published. So now you can automate almost everything about your management. So if you're smart about it, your photo posts will now be automated. Your posting strategy on a daily basis will be automated. 0:29:28 - (B): Your review responses will be automated and just allows for you to not have to have a daily touch points, but you can set it up. So it's doing it for you. 0:29:39 - (F): Okay, so what do I do if I want to transfer over to that? I'm in your, one of your lower level, you know. 0:29:47 - (B): Oh yeah, it's so, it's so super easy. If you are paying for Mapleds Pro right now, you can just downgrade your license to essential and you'll still have the free license because that's something I wanted to give everyone who joined this program. And you can come back to it if you ever want to get the insights or the review data or keyword data, things like that. All you need to do is click on the link that I sent you in the chat. For local IO, you just basically kind of similar to Maple Pro. You're going to give it permissions to sync to your Google profile. 0:30:19 - (B): It will draw in the information you currently have and then you could start executing on it. It'll give you a free trial as well on that. It's also going to be a little more cost or a little more affordable than map leads pro. I think I've, I'm actually, I'm a little premature on this. I'm signing paperwork with the company today, actually. But you can actually join for, I believe it was 20, $19 a month, I think. And then any additional Google profile you add to it will be at the price, $15 a month. 0:30:52 - (F): Okay. Are you saying though that Maple Leeds Pro has like different, like reporting Map. 0:31:00 - (B): Leads Pro has a. So there's actually a lot of different kinds of reporting that you could look at. Mapleeds Pro, what we usually look at is a grade and then there's other insights that it can offer for reporting purposes. You'll also see a similar thing in local IO where they score your profile, but I think they use more data touch points to create that score. And one thing that they're going to do is also look at how you're indexed in other sites as well, which I think is really cool. 0:31:30 - (B): So if you wanted to do, you could actually use them to run a one time citation update to a whole bunch of directories out there to make sure all your business information from your Google profile onto all of these other directories is consistent, which is then you do have the option to do really great reporting inside of local IO. 0:31:53 - (F): Okay, I'll check it out. 0:31:55 - (B): Yeah. If you have any questions about it, just shoot us a message, let me know. But we're going to be building some training around it here very, very soon. 0:32:02 - (F): Oh, cool. Thank you. 0:32:04 - (B): You're welcome. All right, anyone else have a question? All right, well, sounds like, sounds like we answered them all for today. Thank you for joining today, you guys. Normally we do this on a Friday, so I kind of want to say have a great weekend, but we're not quite there yet. Have a great hump day here in the week. If you have any other questions, feel free to post them into local search academy community thread or email [email protected] we're here to serve you and we'll see on the next live. 0:32:36 - (B): Oh, and just a plug for the next live. We're going to be actually interviewing Bill Hurling, who's the CEO of Humming AI, on how AI is working with ads today to make your life a lot easier. So that'd be a really cool one to to join next week. Take care, guys. 0:32:57 - (Jared Erni): Thank you for tuning into the four Impact podcast where we're all about driving positive change through entrepreneurship. Remember, your impact matters and your journey matters. If you found inspiration in today's episode, please subscribe rate leave a review your feedback fuels our mission to empower impact driven entrepreneurs like you. You can stay connected with us on social media and go to forimpactpodcast.com 0:33:29 - (Jared Erni): to take our impact marketing challenge. Keep pursuing your dreams, making an impact, and living life on your terms.

[TRANSCRIPT] 0:00:03 - (Jared Erni): This is the four Impact podcast, the destination for impact driven entrepreneurs striving to live life on their terms and create a ripple effect of positive impact in the communities they serve. Where we put your success stories center stage, dissecting the lessons learned and sharing insights and ideas that'll help you amplify your impact. And now, here's your host, Jared Ernie. 0:00:38 - (B): I'm excited to dive into some good questions today. We've got a little bit of group who's registered here, so hopefully we can dive into some good q and a here after. And while people are joining, I'm going to go ahead and share a few thoughts that I've had that I think would be helpful for everyone here as well. We go. You know, I've had some interesting conversations this week has led me to really kind of thinking back on how much the marketing out there that we see just marketing. 0:01:09 - (B): Most small business marketing just stinks. It really does. And there's probably a lot of different reasons why that's the case. But I think it's too, it's so common for us to look at what everyone else does and model that and not realize that we're actually modeling bad marketing ourselves. And there's so much wasted opportunity and wasted money when it comes to marketing. Even with all the new tech and how things changed and the dynamic environment we live in, with marketing evolving, most of this hasn't really changed for the better. In fact, most business owners are even more confused and more overwhelmed when it comes to their marketing. 0:01:48 - (B): So I wanted to share. What I look at is probably the number one mistake when it comes to our marketing, and that is marketing to the wrong people. Most marketing is not really directed to any one person, but it's more directed to just everyone. If you think about like, you know, the, the old classical method of printing flyers and then putting them on windshields in a parking lot, I've seen people still do that. 0:02:16 - (B): You're, this is like flying an airplane and just throwing a handful of flyers out and hoping that one or two land in the person's hand that is looking for what you have to offer. It gets a lot of waste and that's what we see in marketing today. But it also lacks a clear understanding on who you are actually trying to target. Here's the rub, though. Unless you have extremely deep pockets like one of these, you know, national or international corporations, you can't market to everyone. 0:02:48 - (B): You have to change. Now, I was reading this, I know I've shared this a few times. This book, $100 million offers by Alex Ramozi. It's really good and he uses an illustration here. One of the best ways that you can better target and focus your marketing is creating an offer designed or framed around a very specific person that you're trying to reach. This is a really good illustration because he says, if you were to create, let's just say, a product like a course, a time management course, you could sell that for probably $19. 0:03:19 - (B): But if you niche that down and create a course specific for time management for sales professionals, you could probably sell that for $100. Even further, time management for outbound b two b sells. That's probably more of a $500 product. And then time management for outbound b, two b power tools and gardening sales reps. You have a $2,000 program and you can see not only do you get very not only do you get more clear and concise with the marketing when you create an offer and niche down, but your value begins to increase, even if it's really the same thing, your specialty. 0:03:58 - (B): That's why specialists get paid the most, right? When you specialize, you are worth more. The easiest way to refine all your marketing is to create an offer that clearly resonates with the ideal customer that you are trying to target. And so you want an offer that is so good it makes people feel stupid to say no to. And you can only do that when you are very clear in who you are trying to target and create an offer that speaks and resonates to that specific person rather than to everyone. 0:04:28 - (B): Another really great book is magnetic marketing by Dan Kennedy. He says at any given point in time, only about 5% at best are intellectually, emotionally, practicably and financially ready to act on or make a buying decision about your product, service or proposition. Inevitably, that means that 95% of most advertising falls on deaf ears. This makes it imperative to hit the bullseye with the 5% by narrowing your focus. And the best way to do that is to, one, get very clear on who your ideal client is and number two, create an offer for that person that's so good. We call this an irresistible offer. So good that they would feel stupid to say no to. 0:05:11 - (B): Now, in local search academy, we actually teach you how to do some of those things. You could use our offer training to create an offer out of anything that you do that increases more perceived value versus decreased price. We don't want you to compete with price. That's the wrong way to go. That's more of, you know, positioning yourself as a commodity rather than actually creating per se higher perceived value. 0:05:33 - (B): The other way to win, though, is create higher perceived value. So we use a three point offer framework that teaches you how to increase perceived value with what you do. That's going to put you on the right track. And we also have some lessons on how do you determine who. How do you get really clear on who your ideal client is? So those will be helpful for you if you haven't gone through those yet or if you would just want to refresh. They're all lessons in local search academy that we can help you with. 0:05:57 - (B): So that's what I wanted to share today, but we'll open it up for a live q and a session as well. And anything on your mind, you can go ahead if you. I see actually a couple here. Wolf, good to see you here. Wendy, good to see you as well. I think we had a couple others that kind of popped in to listen and then have left already. But anything I can help you guys with today? All right, it looks like I've got. Wolf has a hand up. 0:06:34 - (B): Wolf and. Oh, and Wendy, too. Okay, so we'll start with Wolf, and then we'll go to Wendy. Wolf. You might just need to unmute. 0:06:44 - (C): My song yet. 0:06:45 - (B): All right. There we go. How can I help you? 0:06:49 - (C): So, yeah, I just wanted to. I don't really have too much of a question, but I want to show you in chat my latest offer, and maybe you can give me some feedback on that. 0:06:59 - (B): Yeah, cool. All right, let's do it. 0:07:01 - (C): Yeah, hold on. 0:07:11 - (B): And, wolf, I'm trying to remember, but I think you're in Austin. Is that right? 0:07:15 - (C): Yes, sir. That's right. Yeah. Did you make it down here yet, or are you still on your way? 0:07:19 - (B): I'm going to be coming to Austin next week, so. 0:07:21 - (C): Nice. 0:07:22 - (B): If I can break out, it's going to be kind of a fast trip back and forth. So I'm not sure if I'll have much time to kind of go out, but if I can, I'll definitely hit you up. 0:07:31 - (C): Yeah, man, that'd be awesome. Okay, so I sent a thing in chat. I think that's the right link. I can't really click it from here. 0:07:38 - (B): That's all right. 0:07:40 - (C): Okay, cool. So basically what I've done is I've gone to the Google Maps page and I've made this my link. I know it's not the best of the best, but I have noticed, though, that a lot more people are signing up and sending me text messages, phone calls, and signing up on the. What do you call it there? The appointment schedule what's on? Trying to say. Yeah, sorry. I'm still working on my coffee, so. 0:08:12 - (B): That'S quite all right. Hey, well, that's, first of all, congratulations for taking action. And now you're seeing some good leading indicators because of that action that you've taken. 0:08:21 - (C): So thanks. 0:08:21 - (B): Good job. 0:08:22 - (C): Thanks. Nice. Yeah. If you close that. Close that little sign up thing on the front there. 0:08:27 - (B): Okay. 0:08:28 - (C): Yeah. So the first thing you see is. The very first thing you see is call now. And then there's a little bit of information about how other businesses trust me to use my services and they refer other people to me and this and that. And there's a schedule link, and this is free about 30 times. So that's kind of where I'm at with my offer. Part of that. And there's a place for them to sign up. And then if you keep scrolling, there's more call now, more book appointments, and then, you know, a lot of information about the business that they may or may not want to read and some other things and whatnot. But I need to make this more. 0:09:04 - (C): I guess magnetic might be the right word. 0:09:06 - (B): Hey, great. Well, awesome for. Thank you for sharing this. You're doing on the right track, too. You don't have to say free as much as you are, but I know that catches attention and I know what you're doing here. One of the things that you could probably do is, and I think you're looking at, like, adding a lot of these bullet points to try to increase the perceived value that they're having. But also with an offer and you, it might just be a matter of testing this a few different ways, but also less can be more. 0:09:37 - (B): And so in cases. Here's an example. Domino's used the 30 minutes or free guarantee. 30 minutes or free guarantee. Right. They built an empire on this statement alone. That was a really incredible offer. So they didn't need like, too many line items, I guess, in there. The reason for that is because if your offer isn't digestible in about 3 seconds, if someone looks at it and in 3 seconds they still trying to figure out what they're going to get, then it might not be simplified enough for someone to make a decision. 0:10:14 - (B): The more information we give them, the harder it is for them to make a decision. But you're getting more, better results from this already. So that's great. What you could do is create a different version or angle and split test that and see if that performs even better. But I also have one other thing that I think could really help in how you position this. Let me pull up an example here. Okay, so this is an example of a client we have as well. 0:10:44 - (B): And what you can see immediately here is compared to your site, there's a little bit of scrolling that has to happen to get down to this offer. I would love it if it could be the first thing people see. And sometimes simplifying that offer makes it a little bit easier to position above the fold, too. Just, you know, text wise and space wise. But you can see he's got a great offer right here and a personal video. 0:11:10 - (B): And that's one thing that I think is really powerful because, Wolf, I've seen you on camera. I like it. The ability for you to create connection is going to be really important for someone to trust that they're doing business with a real person, not just this website and business name that they see online. People want to do business with people they like, know and trust and having a personal video just kind of walking through the offer, getting them to know you, maybe. What I would highly recommend is telling your story and why you're doing what you're doing. 0:11:40 - (B): And that's going to connect with people on such a deeper level that you're going to get a lot more people to convert because they're connecting with you through the power of video. So those are the two things I'd recommend. Find a way, if you can, to push this offer a little higher up so I don't have to scroll down. Maybe try simplifying a different version of this offer in a different way. And then if you add a video, I think that could be really powerful as well. 0:12:05 - (C): Sure. Yeah, that works. Yeah. There are other pages that I have videos on. Like I think maybe the paint page has it or something like that. But then I have a whole other website where I do actually put a bunch of videos. But it's more to the point of what is on the page more so than trying to sell them on the product. Right? Yeah, it makes sense. I like the idea of basically telling people who we are and things like that. So, yeah, that makes a lot more sense. 0:12:35 - (B): And I'll just reiterate how important it is to tell your story. People will connect to your story and your why so powerfully? I actually had a person join our higher level program because I told him my. Because I was actually on a kind of like a live workshop and I just got vulnerable and I told him about the struggles that I've had and he related to it and so he was. Because you've gone through that that's actually what made me interested in talking to you more and started working with him on a higher level. So those stories can be really powerful, but it also shows people that you're human and you're a real person. You're not just a business and. 0:13:15 - (C): Right. Yeah. And I won't take out too much more of your time than anybody else's, but, yeah, actually, to relate to that, there's a customer that I'm trying to close for my white label guitars business, and the white label guitars business is very new. I don't have a whole bunch of clients. I don't have a lot of things to show and things like that. And this guy's like, well, who are you? Who are you working with? 0:13:38 - (C): How many guitars are you putting up per month? Like, all these qualifying questions? Like, well, I can't really answer that. You know, it's kind of a new business, this and that, blah, blah. But, you know, started literally just relating to the guy, and I'm like, well, you know, here's my Google reviews from my other business. You know, you can see who I am, show them my instagram, all these things, and it's like, you know, this goes all the way back to 2017, so. 0:14:01 - (C): So pretty much able to land that deal. 0:14:04 - (B): Good for you. Congratulations. Anything else I can help you with, Wolf? 0:14:10 - (C): I think I'm good for now, man. Hit me up if you're. When you're in town, if you have time. 0:14:14 - (B): Yeah, I sure hope I can. I'll definitely do it. 0:14:16 - (C): Yeah, absolutely. Thanks, man. 0:14:18 - (B): Thank you. All right, wendy, you're up. Oh, I think you're still muted. There we go. 0:14:25 - (D): Try this this time and see if it's. Is it equity? 0:14:29 - (B): A little bit. Not bad. How are you doing? 0:14:32 - (D): Trying pretty good. So I've been going through the. The classes, I guess. The courses, and, I mean, I think I'm really understanding the whole concept of a lot of it. So I just am trying to make it work for my business. And, I mean, I feel like a lot of the smart way to go about a business is to get really good at one thing and to be selling mostly one thing. And I think that helps when you land on a landing page, for one thing. 0:15:18 - (D): But I, you know, I have a aesthetics business, and I do more than one thing, basically. So permanent makeup is a really high end. I mean, it's expensive. That is my highest ticket service. But you're not going to be able to. At this point or at this point in my business, I'm not able to run it entirely on that. So I have to have facials and lash extensions and all these other things and most people come in for those things and then I sell them on the higher ticket item. 0:15:58 - (D): Some people have actually found me through Google, which is great for PMU directly for the higher ticket item. I guess my confusion is I don't really know what to put as my offer because PMU, the high ticket thing, does require a consultation. So I have a free consultation and I have a free phone consultation which does usually help get people in, but people don't want a consultation for getting a facial or getting lashes done. And I, you know, and it's just me, I don't have like a salon, it's like a walk in. 0:16:38 - (D): I don't know what to do with that exactly. Do you have any? 0:16:41 - (Jared Erni): Yeah. 0:16:42 - (D): Do you see what I'm saying? 0:16:43 - (B): I do, yeah, I think you have. So I kind of think of like this example of a dental office in this case too, because they do a lot of wide variety of things. Some are hired ticket, some are low ticket. And what you said earlier is that like most people will come in for a lower ticket service but then ascend to your higher ticket service largely because you've been able to kind of consult and direct them and go oh, well, you know, present some things to them and they've built, you've built some trust and rapport with them, which goes a long way to a higher ticket sale as well. 0:17:24 - (B): And so because of that, what you've done is you've essentially have a value ladder you're working with and a value ladder is just different services that are created into steps. And the more value you create, the higher your price will be. But you can send people up that value ladder. Not everyone has to take the same step up to the top. Not everyone gets to the top either. But like your highest ticket service is that, you know, permanent makeup service that you have. 0:17:54 - (B): What I would do is look at if you're getting, you know, traffic to your homepage, I would look at what is the thing most people are interested in and create a really great offer around that. So you can bring more people in on that low ticket and then use that to fuel the value ladder going up the other steps. Does that make sense? 0:18:16 - (D): It does. And I have, I have increased the traffic. So I get quite a few people to the website and I have a, it's a, it's a beautiful website, but I don't think it's a converting website, which you've gone over and I've been kind of waiting to make that change because I didn't quite know what to. What to direct people towards. But, yeah, I think. I think I had been, you know, wanting that higher ticket. I want to be known for that more. 0:18:52 - (D): So I kept wanting to go, sorry. 0:18:54 - (B): I'm getting a little feedback here. Oh, there he goes. He's muted. 0:18:58 - (D): Yeah, I wanted to go directly to that. I kept wanting to, like, make that my offer, but I think that I need to back off and go. I think you're probably right. Go with something smaller. The thing that most people do tend to come in for. It's the thing I have the most pictures for. It's. It's the lash extensions and then just work it from there. 0:19:21 - (B): Yeah, I can understand kind of where you come from, where you want to have that thing that moves the needle most, be the thing you want to market. I can almost promise you, though, your best clients will come from the clients you currently have ascending to it versus cold traffic and trying to sell them on, you know, this thing that's a bigger step for them to take without having done business with you before. 0:19:50 - (B): So. Yeah. And I'll tell you one other thing, though, you can market that directly later on. But I would start by getting really good at that low ticket, bringing people in and then sending the right people up to that higher ticket off. But if you had another landing page specifically around this, this higher ticket service, and you created a really great offer around a free consultation, not just free consultation, but like created the higher perceived value of why they should choose to have that consultation with you, you could even have just a very simple quiz, we teach it how to do this, but like it's very simple quiz of see if you qualify for a free quantum consultation, which is kind of cool to angle because it signals you don't work with everyone, which makes them feel more exclusive and very cool way to, you know, kind of get people to move forward. But you can have a landing page for that high ticket offer and do a local search ad specifically to that landing page because you can target those keywords towards your high ticket service. So you aren't just not getting in front of people who are actually looking for that service online. You still have the ability to do it. 0:21:01 - (B): But I think where all of your organic traffic is coming from, Google profile and the other traffic sources you have, they're coming to your main website, lead with a low ticket offer, something that most people are interested in looking for and that will help fuel your business much better. 0:21:17 - (D): I have one other quick question then about what you're saying there, and I need to go back into the course and kind of listen again to make sure where it is. But I am a little confused about landing page versus website. It could be like, especially if I have a separate landing page. Can you. Is that like one of the pages in your website? Is it a whole different domain name? How do you do that? Is that in the course? Better that I missed it? 0:21:47 - (B): Kind of. There's some terms that kind of get thrown around and to give you a little more clarity, there's website, there's sales funnel, there's landing page. The reality is all of those things are all websites. They're just websites designed with specific strategy and psychology to them. So a traditional website that usually doesn't convert too well because it's designed to look nice and contain a lot of information. 0:22:09 - (B): And most traditional websites just have a lot of page links. So you're actually kind of like an information highway, sending people down different rabbit holes of information, but not actually to the one thing you want them to do. That's why when you create a sales funnel and you can do that, create a sales funnel out of your existing website by getting more targeted on the psychology and the strategy so that people convert better and it actually facilitates the process of generating lead, nurturing that lead, getting them booked and becoming a paying client. 0:22:39 - (B): So it's really about facilitating the process. And a landing page is just a simplified version of a page on your website. So you can use any page on your website and turn it into a landing page. When I say simplified version, what I think of as a landing page is basically a one page website. Basically it has a great offer on the top, it goes into supporting content, below goes into social media or what do you call it? Social proof testimonials. And then it reframes the offer at the bottom. 0:23:10 - (B): And that way you never have to lose someone because they clicked a page and gone down a different place on your website. It's all on one page. Directing them to that one thing. Does it make sense? 0:23:21 - (D): And that's what I thought I was getting from the, from the course too. But what I'm wondering is, are people going to think that you're not, that you're kind of shady? Are they going to see more than one website? 0:23:31 - (B): You know, you don't have to publish it on a different domain. You can do it on your main domain. We don't. If you do it right, it doesn't need to look shady or, you know, sketchy, you can publish. 0:23:45 - (D): I just mean more like they say, oh, is that your website or is this your website? You know what I mean? So you're saying put it all in one. 0:23:53 - (B): You can. So there's a couple ways to do it. You could just have it published as a page on your main website that facilitates the landing page of that campaign. And the people that find that or go to it are typically coming from some sort of campaign. So they're looking for permanent makeup. They land on a page just about permanent makeup. It's very congruent. Right. Or there's another way where you could do it. You could build this on a separate platform, but host it on what's called a sub domain. 0:24:23 - (B): So let's say your domain. Well, like, for attractive scale, it could be offer dot attracttoscale.com. and then that way, when you create a subdomain, this gets a little technical. So I hope it's not, like, confusing anyone, but this allows you to actually have a whole different website platform built on. It's the same domain. It's just a little sectioned off. It's, you know, kind of server wise. You can do a lot more with it like that. But the simplest way is just use another page on your website to be a landing page or for. 0:24:59 - (B): For your offer. 0:25:00 - (D): Thank you. That makes sense. 0:25:01 - (B): Yeah. Okay, good. You're very welcome. Anything else, Wendy? 0:25:07 - (D): That was it. 0:25:08 - (C): Thank you. 0:25:08 - (D): That was a lot. 0:25:09 - (B): Okay, good. All right, perfect. I've got Johanna, and then I thought I saw Wolf's hand go back up, but it's down now. But let's go. Joanna, how can I help you today? 0:25:20 - (D): Hey, good. 0:25:21 - (C): Yeah. 0:25:22 - (E): So I have a quick question. I've been trying. So we got a bunch of pictures to be able to post into the Google business profile. But the challenge right now is that we forget about posting every day. 0:25:34 - (B): Okay. Yeah. 0:25:35 - (E): So is there any automatic solutions? Anything that I can get to be able to grab it from the folder that we have already into the profile? 0:25:46 - (B): Yeah, actually there is. And I'm going to send a special link into the chat for you and everyone else who's joining, because this is something that is new. I'm going to be releasing it here very, very soon. But all of you are familiar, probably, with Mapleads Pro, our software that we use to manage Google profile. And we built this at a time when there wasn't a lot available in the market specifically for Google Business profile. So it filled our need and then we started using it with clients and sharing it and whatnot. But what I've learned over the last several years is that we're not a software company, nor do I really want to be. And so keeping up, especially with a very dynamic, ever changing environment like Google, made some big changes over the last 18 months with Google profile. 0:26:35 - (B): You know, it causes us to have to like catch up. And there's some things about Maple Pro I want to change, but we just haven't been able to. We're not a software company and it's not our specialty. So I've been talking with the CEO of local IO and they are a software company and they're very, very good. And he's created a platform I absolutely love. But one of the things I've always wanted to have in Mapleds Pro but haven't done yet is the ability to schedule photos to be published. 0:27:04 - (B): So you can set it up once and it automatically does it for the rest of the month for you. In local IO you can do that. It also offers heat maps. So like, you know how sometimes we pull up a map and it shows all the pinpoints of how you're ranking for certain keywords? Maple Leach Pro doesn't have that capability, but you can do this in local IO. So I've worked out an arrangement. We're actually just finalizing things I think today on this, but you already, I'm already able to share with you a special link to get you access to local IO if you click in there and start up a free trial. The good news is if you pay for the subscription, it's less than paying for Mapleds Pro. 0:27:42 - (B): Saves you a little bit of money, but also offers some amazing features like what would help you here? Being able to pull public schedule photos to be published. 0:27:53 - (E): Oh, that's awesome. I'm happy that I give you a sideway into that. And then my other question. So this is what happened. I probably, I don't know if you noticed my post. So we had an issue where we changed. We needed to change the main phone number on the account. 0:28:09 - (B): Okay. 0:28:10 - (E): And Google completely said, oh, I will not try to do it. And finally they said, forget about it. We are just going to ask you to re verify from scratch. So that's what we're going through right now. Actually, I want to be working on it this afternoon. Any advice on what can I do to make sure, like, I do things the right way? Like is there any tips, tricks? 0:28:32 - (B): Yeah. So just for context, Google's become more and more stringent on re verifying and verifying and things like that. But one of the big shifts is it used to be the postcard method. And I think in this case, they're probably asking you to do a video. Is that right? 0:28:50 - (E): Right, but that's. Yes. So I guess I'm a little bit confused there, because, I mean, we do everything from a home office. It's more a service that you will go into people's houses. I mean, we can show them maybe one of our projects, but it's not a situation where I can show them a physical store. Right. 0:29:09 - (B): And they understand that, too. So I guess my next question is your Google business profile. Is it lit? Is it set up as a business, as a service business, or. 0:29:19 - (E): It is. 0:29:20 - (B): Okay, good. All right. So they're going to understand that, and it would be a lot harder for you to re verify if you've got it listed as a brick and mortar business. So I think this will work for you. Do you have a truck or van or work vehicle with, like, signage on it? 0:29:39 - (E): Not really. I mean, do you think. I guess we can figure something out if that's what it needs now. But no, I mean, we just use our truck, and there's some marks, so. 0:29:49 - (B): Okay. 0:29:50 - (E): Yeah. 0:29:50 - (B): So sometimes they want to see some sort of signage to validate that this is a legitimate business. And so my recommendation would be look at the details they want on the video, and it's going to kind of break down what you need, have ready, so you're ready for it, and just kind of map it out, plan it out, maybe practice run it. Because the best thing to do is create this with it under, like, under 30 seconds. Just gonna be, like, 29 seconds of video. 0:30:18 - (B): Sounds like a very short time to put in everything you need, everything that they want. Right, right. So I see a lot of people, like, here's my work. Here's my work truck. If you had signage, here's the signage, whatnot. Here's what you need. Here's my documentation. You could walk them into the home office where you're doing the business, make it look professional or whatnot, and say whatever else you need to in that video. But you could do it within 30 seconds. 0:30:43 - (B): That would be optimal. If they come back and it doesn't get approved, the next step would be probably just get, like, a magnetic logo sign that you can put on the truck. That might work a little bit better. 0:30:54 - (E): Okay. Gotcha. The other thing that I'm concerned about is that because of all of this happening now, when I run the profile through Maple pro, it gives me, like, of course, it downgraded. So now I'm worried, like, okay, like, what do I do? Is it going to go back into the same, you know, we were doing it at b and I'm feeling like I'm now I'm going downhill. So once I do that, is it going to pick that where I left it off and. 0:31:23 - (B): Yeah, everything that I'm doing, I think so. Just give it a little time. It's probably not going to be instant, but I think when you go into reverification, it really does limit the traffic that you're going to be getting to your profile. And one of the components on grading your profile is on just its performance in terms of traffic, impressions, things like that. So you may be doing everything right, but some of the elements that are outside of your control are affecting your grade right now. 0:31:49 - (B): Once you get it verified, you should start seeing that go back up. 0:31:53 - (E): Okay. Okay. And then something else. I was trying to just last question, I was trying to sign up for the advertising. Then of course all of this happened in the middle of it. So now they're also wonder verification piece. Should I do all the verifications at the same time or should I wait for the main one to be done with and then deal with the one for advertising? 0:32:19 - (B): It's not connected really, even though it kind of feels like it might be based on the circumstance. The advertiser verification in the ads platform is a different process than with your Google profile. And usually you can do that pretty quickly too. So you can decide whether you try to tackle it all together or just get one done and then work on the other is fine either way. One thing that I have seen a little bit easier to do when you go through that verification process as an advertiser is to select doing it as an individual versus doing it as a business or organization. 0:32:55 - (B): Because if you do it as a business or, or organization, you're going to be required to give them all these documents, like your articles of incorporation or license or things like that. And I have seen sometimes businesses get hung up on it, but I went with a business who tried and submitted the documents and it can't, they couldn't validate or whatever. We just did it a different way. We just said verify as an individual. 0:33:20 - (B): You just had to take a snapshot of your driver's license and it was almost instantly. So gotcha. 0:33:27 - (E): There is options, right? So we'll say, are you a business owner? So I need to select the one that says I'm an individual, right? 0:33:34 - (B): Yeah, you could set, you can still say you're a business owner, but there's one part in that process. If it opens up that option where it says verify as if as a person or personal or something like that, or verify as an organization. You still want to make sure your business information is in there, but there's a one step there that will give you the opportunity option between the two. Just choose personal verification if you can actually. 0:33:57 - (E): Okay. Thank you. 0:33:59 - (B): You're welcome. All right, any other questions today? Oh, oh, that was Johannes hand. All right, cool. I saw another hand go up and Wolf's question, he said that was an accident, putting his hand up. But if there's no other questions, it's great. Guys. Thank you so much for joining today. I'd love any feedback you have on what we can do to improve local search academy and serve you even better. So if you have any thoughts or ideas, shoot me an email. I'd love to hear those. And one other thing. I had an idea today, talking to Wolf. 0:34:34 - (B): I think we're just actually creating some new videos about how to create good video content for your funnel. And I think we're going to add that to the training because I think that's one element that is not in there that should be so. That definitely be helpful for some of you, too. All right, guys, have a wonderful weekend. We'll see you next week. 0:34:56 - (Jared Erni): Thank you for tuning into the four Impact podcast where we're all about driving positive change through entrepreneurship. Remember, your impact matters and your journey matters. If you found inspiration in today's episode, please subscribe, rate, and leave a review. Your feedback fuels our mission to empower impact driven entrepreneurs like you. You can stay connected with us on social media and go to forimpactpodcast.com 0:35:28 - (Jared Erni): to take our impact marketing challenge. Keep pursuing your dreams, making an impact, and living life on your terms.

[TRANSCRIPT] 0:00:03 - (Jared Erni): This is the four Impact podcast, the destination for impact driven entrepreneurs striving to live life on their terms and create a ripple effect of positive impact in the communities they serve. Where we put your success stories center stage, dissecting the lessons learned and sharing insights and ideas that'll help you amplify your impact. And now here's your host, Jared Ernie. 0:00:38 - (B): In the local search academy today, going to break down some great tips. And this is coming from feedback we got this week from members in the community. So I'm excited to do that. Number one is we are actually going live in a couple weeks with Bill. This is on May 24 with Bill Hurling and Bill's going to be joining us. He is the CEO of Humming AI and I've been talking to Bill for a while now. He's a wonderful guy, but also super intelligent about how to run ads today, leveraging AI, and he's got a really cool program that helps us do that. So for anyone who's going into like some of the further phases, more advanced stuff, wanting to do, retargeting, this could be a really great tool. 0:01:22 - (B): You could join us on May 24. We're going to interview Bill, get some great feedback and open it up for Q and a so you can actually ask questions to bill himself too. So that'll be fun as well. Junior, good to have you here. So just as we start today, I wanted to break down some questions that we had this week from the community about keywords. So we had some questions about how do I get my Google profile to rank for keywords. 0:01:46 - (B): Now I want to bring up just one little difference here. There's SEO and local SEO, or search engine optimization and local search optimization. I really look at these as two different things. A lot of SEO agencies might actually just combine it, but it is two different channels on Google, really traditional SEO is the idea of doing certain activities that will rank your website organically for you to gain more traffic. 0:02:17 - (B): Local search optimization is about ranking your Google profile so that your profile ranks. It's not about ranking your website so much as it is about your profile. And then traffic will come to you from your Google profile. And that's really where our focus is. But when someone asks questions about keywords, it's usually in context of like, how they've been taught about SEO and maybe even some paid ads. Because in paid ad strategies, you can actually create a list of keywords and determine how you target those ads. 0:02:51 - (B): So when you think about keywords for your Google profile, I want to point out a few things number one is you want to understand how is your Google profile performing based on the keywords it's showing up for. It usually takes a nice tool for you to get some better information about this. That's why we have mapled pro. I am actually introducing very soon a new tool that's going to work really, really well here for you. 0:03:14 - (B): It's called local IO, so that'd be really awesome once I get that, all those details all hammered out. What I'm trying to do is get some training built for you guys. You aren't left on your own to try to figure out that tool, but it's very cool. Great tool. I'm working with the CEO over there as well. Mapleds Pro, though, is built into our community. If you get into there, there's a tool that shows you keywords. If you look at those keywords, you're going to see how your Google profile is performing based on the keywords you're showing up for. 0:03:42 - (B): This is going to give you a baseline of information to use. You can't technically program, not directly. You can't directly program the keywords you want to show up for with your Google profile, but indirectly you can. So once you have a list of how you're performing with your keywords, you can identify what keywords do I want to perform better for and what keywords are not here that I want to show up better for. 0:04:09 - (B): And there's a lot of different ways that you do that through following the training that we provide in local search academy. Categorizing your business well, the business description, how you're adding data to your services or your products you're listing, there's a lot of different things to do that. A couple I wanted to point out is, number one, what keywords should I use in my Google profile? I'm going to teach you something really quick because there's a lot of software that you can use to build a keyword list. 0:04:40 - (B): But let me share my screen here with you. Let's toggle it over here. So if I were going to Google and I were to type, let's see, painters near me, do you often get this list here that shows up, that expands like, this list is really interesting to me because it's Google telling me what other keywords most other people are also searching for as well based on what I've already input. So one thing you can do is look at what Google suggests and add new keywords from that. Like painters Canton, Georgia. That's a really good one. 0:05:23 - (B): Painters Woodstock, Georgia. Painters near me, which I already have there. Painters near me, interior painters near me, small jobs. That's an interesting one. Maybe not everyone wants to be seen for small jobs, but that's something you know a lot of people are searching for, right? Painters near me, exterior painters near me, exterior painting, painters near me, prices, painters near me reviews, painters near me, cheap. Right? Like you get a whole lot of really interesting keywords. The reason I like this is because you can know that Google's suggesting this because a lot of other people are searching these. 0:05:57 - (B): Then you just do a different variation. Painter contractors. Okay, so I just adjusted the search to painters contractors and now it gives me a whole bunch of other options as well. So a little easy trick does not require spending money on some software to to use, but it'll give you a lot of ideas on different keywords that you can use. So that's one thing. Now you can plug those keywords into your post content, into your description, into other areas of your Google profile that will help enhance the keywords you're showing up for. 0:06:36 - (B): One next tip I want to share with you is there's a feature in your Google profile that will allow you to post questions and answer those questions. Now, it's really designed for the public to post questions to your business, but no one really does that. So I suggest you go into your profile and actually publishing a question and then going back as the owner and responding to it. And this can fuel a lot more metadata for your business. 0:07:01 - (B): So let me do this for you. I'm going to do painter paint, painting contractors near me and I will click enter and go down the search. You can see the map section, but here's what I'm interested in. People also ask, this section in Google is also going to be a good place for you to find what questions are people asking related to my search? Now here's a little trick. How much do most painters charge per hour? That's kind of interesting. Well, I'm going to expand this question and then just contract it. 0:07:40 - (B): And now you'll notice there's more questions here. I'll go to the next line, expand, contract. Now I've got more questions. Next line, expand, contract. Now I've got more questions. Next line, expand, contract. Now I've got more questions. And so what you're doing is you're just building a list based on what Google knows about search of all these amazing questions that a lot of people are searching for. 0:08:04 - (B): And you could take the questions that are relevant for your business here and post them into your Google profile. And then answer those questions. That's another hack that will help you with getting found better in search and targeting the kinds of keywords that people are searching for. That's going to help you drive more traffic, show up ahead of your competition, drive more traffic to your business and close more sales. 0:08:27 - (B): How's that for? Tip everyone like that. All right, so we're going to open this up for a live Q and A. We've got a few people joining us with right now, so if you want to just raise your hand. What questions can I help with today? It's good to see you here, Wolf. We got Junior, Olvis and Wolf. Any questions that I can help with today? 0:09:02 - (C): I would talk, but. But I mean, I'm with a lot of noise, so I can't ask questions right now. 0:09:09 - (B): Oh, okay. Well, that. Thanks for sharing that, Elvis. If you want to, you could chat the question in here and I still be able to answer it if that's helpful for you. Just pick, pull up the chat and then you could type that in if you like. Junior, it sounds like you unmuted. 0:09:23 - (D): Yes. Yes. So my question is, what do you recommend as far as tools that show you where you rank for different keywords in your local area? Like there's a falcon tool I've heard of that does a nice job of showing you boxes around your area, depending on radius. Yeah. Does maps lead pro have that capability or. 0:09:48 - (B): Yeah, great question that is. Actually, I'll tell. I'll share you a little background about Mapleds Pro and then I'll give you some good recommendations too that will help for what you want to do. So we built Maple Pro back when there wasn't really a good solution that was dedicated to just Google profile. We found there's a lot of SEO tools out there and then they kind of, like, as an afterthought, added some, some things to integrate with Google profile. 0:10:11 - (B): But it wasn't really built for Google profile, so we built Maple Pro for that. But over the years, I've also learned something. We're not a software company, nor do I really want to be. And so the maintaining it and adding new features and that kind of thing has been a bit of a hard thing for us to keep up with. And so for that reason, I'm actually working right now with the CEO of Local IO, who has since created an amazing tool. 0:10:40 - (B): It's so much more streamlined and easier to use in a lot of ways within Mapleds Pro. And we're working on putting a relationship together that we could use this tool within this program for our clients here too. 0:10:51 - (D): I see. And Google is located. 0:10:57 - (B): That's the thing. It's tricky. L o C L. So not loc. O L. Loc l dot IO. 0:11:04 - (D): Got it. 0:11:06 - (B): And if I tried to have everything ready this week, but I'm gonna be launching some new training, probably next week since we hit Friday and it just got passed and wasn't able to finish it up. So next week I'll probably launch something new and give you a special link with a discount towards it as well, should you want to subscribe. But the reason I bring that up is because you asked. Kind of like what I like to call a heat map. You know, where it shows a map and how you're ranking on the map with those dots, but based on keyword, we don't have that in mapleds Pro, but local IO does. 0:11:39 - (B): So that's one feature I've wanted to put in Maple Pro but haven't. And local dial solves that problem. Second feature is I've wanted to have a much better process for posting photos. Especially I really wanted to schedule so you could batch photos once a week or once a month and it will automatically publish them for you going forward. And local IO has that ability, so I'm super excited about that. 0:12:04 - (D): Yes. 0:12:05 - (B): So Maplets pro is great, but it just didn't really give us everything I've really wanted as we continue to grow and develop. But local IO will. One other alternative, but this is more for like agency level, is local dominator. Local dominator is mostly just a research type of tool, but it does wonderful heat maps and you can schedule reports and things like that that allow you to really get targeted in your map and the keywords that you're seeking. 0:12:33 - (D): Okay. And then on the local dominator, why did you choose the local IO over local dominator? 0:12:44 - (B): One easy choice. Local. So local dominator is really just a research platform that shows you heat maps and that's all it really does. 0:12:51 - (D): Okay. 0:12:52 - (B): Local IO is not just a tool that shows you good information. It's also a full management suite for your Google profile. 0:13:00 - (D): I see. 0:13:00 - (B): You can do a lot more with it. 0:13:02 - (D): Okay, I have another question. Unless somebody else has a question right. 0:13:05 - (B): Now, I think you're fine. We got a few people have joined and you're good. Go ahead. 0:13:11 - (D): The question next one is. So I have this marketing business. I've had it for quite some time, and it was mostly not active, but the address that I have, I probably have, if I look up my citations, I'm sure I would find a couple different addresses all over the place. All over the place. Meaning a lot of different directories would have one or the other. So I'm trying to figure out how to best fix that. So I have a brand new, it's a virtual office, but I'm hoping they won't say it's a physical office that offers virtual office capabilities. 0:13:50 - (D): So I'm hoping that it's not going to be a problem. So I'm going to go out there and hang up some signs and do the video with Google to try to get it listed in Google Business profile and all. But I also don't have anything at that new address right now except maybe my paperwork for an LLC and my state registration or something like that. I might have changed that address already. It depends on how fast they are changing addresses in the state. 0:14:21 - (D): So my question is how do I best have a same name, address and what is it called? Nap. They call it name, address and phone number across all the directories. How's the best way to get to that stage? I might not fully get there, but how do I get the most out of that situation? Do you know any tools or any service for that? 0:14:45 - (B): Yeah, actually I do. Local IO I think can help you out. Cool. 0:14:50 - (D): Awesome. 0:14:51 - (B): Not only, that's another feature that they have that I thought was really quite interesting. They're going to actually give you a list, a breakdown of how you're listing in all these different directories and you can, you can fix, it's going to take a fueling it with a little bit of credits into kind of like an add on service that they have. You can actually have them go ahead and fix all of those citations for you. 0:15:12 - (D): That'd be awesome. That would be great. 0:15:15 - (B): I'll tell you what, I might have a link I could grab here real quick into the chat for you. So you could let me see if I can find that here real quick. 0:15:27 - (D): Trying to find chat here too. So I'm like, I see. Oh, handraiser. I see that. And that's all I see. I don't see a chat button away. Maybe it's over to the right. Here it is. I see it. 0:15:39 - (B): Okay. Okay. Let's see. 0:15:42 - (D): What are we using here? What's the platform this is in? Zoom, is it? 0:15:45 - (B): No, it's not Zoom. This is actually built directly into our community platform called Circle. 0:15:51 - (D): Oh, circle, yeah. Okay. 0:15:53 - (B): Okay. So you're familiar. 0:15:54 - (D): Yes, I'm using school as well, so. 0:15:57 - (B): Oh, yeah, school is another one of those. 0:16:00 - (D): That's great. 0:16:01 - (B): How do you like it? 0:16:03 - (D): Which one the circle I'm brand new to, so I don't, you know, this looks nice. And I've been out to your site and done the tutorials, so the classroom stuff looks good, the courseware stuff looks good, but I haven't really used it for anything other than that, I don't think at this point. And school, you know, I, the jury's still out on school for me. I belong to a couple different things and their communities are pretty decent, it looks like as well. 0:16:31 - (B): Yeah, gotcha. Yeah. I haven't been, had a chance to try out school the features there, but once you kind of commit to something. 0:16:41 - (D): Yeah. 0:16:41 - (B): You know, it's kind of hard. 0:16:43 - (D): I'm on both now, so I'll be able to compare at one point. At some point. 0:16:47 - (B): Well, I got you a link there in the chat. You'll notice there's one on top and one on the bottom. Click the one on the bottom. That's actually, I think, going to get you a little discount. I actually typed it wrong and it put the two hyperlinks in there, but. 0:17:00 - (D): Got it. Nice. I'm trying to think if there's any others. No one else has a question at this point. I guess the other question would be, okay, so I have my, I gotta change everything, right. My address has got to be on my website. It's got to be on all the directories. It's got to be in the state directory, you know, where I register. It should be the same address. Right. For the business, the LLC, the pin number, the tax ID number and all that stuff. 0:17:36 - (D): But the question I have there is, have you seen where there's problems with companies that like a Regis or somebody like that, where they offer, you know, they offer you office space, but they also offer you just like a virtual office kind of situation. And if you pick them, pick up on the office virtual office, but you're not actually physically renting there. Have you seen issues with Google, my business, in those situations where they won't, they won't allow it or they, they are causing problems with people that are using a virtual office like that. 0:18:13 - (D): Not the, I know the other virtual offices are an issue. You know, like, I can't think of the name of the company, postal address or something like that. Yeah, but this is not that. It's more like a Regis kind of thing. So just kind of comment on that for me, please. 0:18:30 - (B): So technically, you will still be in alignment with the terms of service, but it can be hit or miss. They, they get, have gotten a little more stringent because of the video verification that you have to go through. And so when you go through that video verification, you got to kind of prove you're there physically, that you walk in that kind of stuff. But there's a lot more businesses doing it, and I think Google is going to probably find some ways to make that a little easier process. 0:18:57 - (B): But it's been. Once they went to all video verification for most businesses are going to be required to go through the video verification process. That's. That's been a little bit of a snag for some, so you may have to try it a few times to get through, but they're going to want to see signage probably with your name on it. 0:19:14 - (D): Yeah. And that's what I was told to do by the virtual office company. 0:19:18 - (B): You know, they're aware. 0:19:20 - (D): Good. 0:19:20 - (B): That's even better. Okay. 0:19:22 - (D): And I have seen people in that office that don't look like they have a space there, but are, you know, are showing up on Google, my business. But I don't know if that was from two years ago or, you know, it's hard to tell, sure. But yeah, so she's had people go through the same thing where you bring in your own signage and you hang it up and. And, you know, do a video of the building lobby. If you're on the listing in the lobby, that's great, too. I don't know if they do this at this right facility. But anyway, that's what I was wondering about as well. 0:19:53 - (B): And one trick, when you get to that point, it takes a little bit of, like, pre planning. Try to make that video 29 seconds or less. Like, I mean, usually 29 seconds, but try to make it less than 30. They don't want something longer than 30 seconds. So when you think about it, that's like kind of a short video. 0:20:11 - (D): Sure. Yeah, I think I can do that. 0:20:13 - (B): Good. Okay, good. 0:20:16 - (D): Yeah. And if. Are there any other questions from anyone else? 0:20:21 - (B): Yeah, let's see. I'm looking in the chat, so I don't see any from all this on that. Or wolf. Wolf mentioned something here he said is great, great info. Okay, good. Earlier. Well, if there's no other questions, that's quite all right. Just keep a lookout for the next. Not the next event, but the one after that where we've got Bill hurling coming on. We're going to go live with a great group. He's the CEO of Humming AI, and we're going to talk about how to use AI in your advertising today. 0:20:52 - (B): So that'll be one that would be really cool to see I got it. Okay, Elvis, go ahead. 0:20:59 - (C): Yeah. Are you going to repeat this again? Because I didn't. I couldn't hear anything because of the noise. 0:21:07 - (B): Oh, gotcha. Well, yeah, thanks for asking that. This has been recorded and once it processes, it's going to be posted into the event that's on the calendar. So if you go to the calendar in the member section, click on past events and open up this one, you'll be able to rewatch it. Yeah. Great question. All right, guys. Well, it's been wonderful to connect again. Hey, if you need anything between now and the next q and a, go ahead and post those comments into the community and me and my team will answer any questions you have. 0:21:40 - (B): It's great to. Great to have you with us and have a wonderful weekend. 0:21:47 - (Jared Erni): Thank you for tuning into the for Impact podcast where were all about driving positive change through entrepreneurship. Remember, your impact matters and your journey matters. If you found inspiration in todays episode, please subscribe, rate and leave a review. Your feedback fuels our mission to empower impact driven entrepreneurs like you. You can stay connected with us on social media. Go to forimpactpodcast.com 0:22:19 - (Jared Erni): to take our impact marketing challenge. Keep pursuing your dreams, making an impact and living life on your terms.

[TRANSCRIPT] 0:00:03 - (Jared Erni): This is the four Impact podcast, the destination for impact driven entrepreneurs striving to live life on their terms and create a ripple effect of positive impact in the communities they serve. Where we put your success stories center stage, dissecting the lessons learned and sharing insights and ideas that'll help you amplify your impact. And now, here's your host, Jared Ernie. 0:00:38 - (B): Hey everyone. We are going live for our Q and a session today in local search academy and I'm grateful for everyone who's been able to join us in the past. It's been really great to get the feedback from you as well on what we can do to improve the program. And so I'm going to ask again and always ask, how can we continue to improve the program for you as well? So this becomes more valuable and more effective as you implement the strategies and participate in the community that we have here. 0:01:05 - (B): But as people are getting started here, I'm seeing a few people jumping on. Hey, great to have you in the, in the call today, art. As we get started, I'm going to just start with a little bit of a backstory here and a little highlight on something I think will be great information for those who are tuning in today. I'm always going to lead with a little bit of something. It fills in a little bit of space as people are joining, but also it's great, great information to just keep things relevant in what we're seeing working best today. 0:01:35 - (B): I'm gonna, I'm gonna give you a little bit of backstory on Jennifer. When we were working with her, she is doing a wellness center, but she was spending about a month on Google Ads with an agency and was not getting the results she wanted. Every time she would tell him, we're not seeing results, we're not getting the calls or the customers from this campaign. They would say, well, it's working. Look at all these clicks, look at all this traffic. 0:01:58 - (B): And that was the big disconnect is they weren't really concerned about if it converted at all or not, but it was just traffic. And what we did with Jennifer when she came in, we actually cut out that ad spend. We helped her create a really strong offer strategy, put that into a sales funnel structure. So now that campaign that was sending traffic before, the problem wasn't whether or not the campaign was working. It may have actually been working properly. It was the conversion. And that's what most people don't realize is that it's not usually just a traffic problem, it's also a conversion problem. 0:02:37 - (B): And that's where you, when you can fix both of those, you're actually pulling two levers to your growth, not just one. And that's where you see things starting to amplify. But there's also something to be said about what I call smart traffic. And that's what I wanted to share a little bit about today because when we started with Jennifer, we said your biggest opportunity is going to be starting with Google profile. 0:02:56 - (B): But there's some elements that Google profile opens the door to as well. And I'm going to share a little bit more about that. But this is what I call smart traffic. Number one, there's two qualifiers. Number one, it's a source of traffic with high buying intent. I want you to think about, like where do people go to look for what I offer? Because that is going to have higher buying intent than, say, an entertainment platform where people go to spend time or to decompress or to be entertained, such as Facebook. 0:03:26 - (B): So you're going to get better traffic there. Secondly is where can I compete with traffic in a place where there's far less competition so it's easier for me to win and stand out. And so those two qualifiers, number one, it's a source of traffic with high buying intent. And two, it's a source of traffic where you can compete and win. That's what I call smart traffic. So I'm going to shoot you over a snapshot here of what we consider smart traffic today for your business. And this could evolve, too, as the dynamics of the market shift and change as well. 0:04:02 - (B): Layers can be taken away or added to this, but the key here is to also diversify your traffic because you don't want to rely just on one thing. You want to rely on multiple, you want to have multiple ways of bringing traffic into your business. That's going to create a stronger, healthier business for the long term. So you can see this kind of like diagram here. A big component is going to be Google Business profile because that is where you have such an amazing opportunity to win real estate. On the first page of Google today, far fewer competition. 0:04:34 - (B): The second one is going to be Google Ads. But I want to specify not just traditional search campaigns that most people are running, but local search campaigns or local search ads. I'm going to tell you what the difference is on that. Oh, let me go back here. Come on. I'll share with you what that difference is here in a minute. And I'm going to break this out. This one, I don't have a label here, but this is going to represent retargeting strategies, which I'll share with you here in a second. 0:05:06 - (B): And this last one is going to represent an added bonus for those businesses it applies to there. It doesn't apply to every business category, but local services ads are what I like to call Google guaranteed. I don't want that to get confused with local search ads because there is a massive difference between those. But usually that's a question that gets a little kind of muddled and people aren't sure what the difference is. So let me break out the differences. 0:05:32 - (B): We all know Google guaranteed right now that's actually the main reason you probably joined this program to start with because that's the biggest opportunity we want to begin with. But then the door opens up for these others that are paid strategies to allow you to scale beyond that. So local search ads are a type of pay per click ad in the map section and we'll see these and recognize them. But most people don't know how to set these up and that's why there's far less competition in this space, making it easier for you to show up, get more rotations, have a lower cost per click, leverage the higher level of trust people have in the map section and be able to target your Google profile with specific keywords and geographic areas. 0:06:13 - (B): This is set up much like a typical pay per click campaign, but the big key is you got to create an asset out of your Google profile and then attach that into the targeting in the proper way. And now your campaign can now show up in the map section just like this. Does that make sense to everyone? So this is a snapshot of a, what we call the map section, local search and then the map section down here. So when you click on view more businesses, it goes into the map section. You get a bigger list here. So you might see a couple in that section. 0:06:44 - (B): But just on the first page of Google, there's always only get one if there's four. If there's four, one is paid, the other three. And maybe if you don't only see three, that means they're all, all three are organic. So that's the local search ad and that's the next way to amplify your Google profile. So here's what you can think about. It is Google profile organically now takes place of what traditional SEO did for us, right? That's the new method. 0:07:10 - (B): You don't need to do all the old school SEO strategies as much because you're going to generate more traffic from your Google profile and it's going to be up above all of the SEO anyway, so you're already beating them. Second, pay local search ads is the new method for local businesses versus traditional pay per click. Traditional pay per click can be super expensive. It's getting more like continually. 0:07:33 - (B): The cost is rising. Just you got these corporations out there with deeper pockets than us, and so they're going to increase the bid, but most of them can't be in here because of the local presence that you have. That's your target there. The next is going to be Google guaranteed. This is a program not everyone's heard of, but maybe some of you have. Tina, I see here, we talked about this yesterday. 0:07:54 - (B): Google guaranteed is a different program. It is a pay per lead program. So we got pay per click and pay per lead. Now, this is not open to all businesses, but lots of service businesses do have categories that this could play into. And so when you're searching, say, locksmith with the zip code or locksmith near me, you may see, and you may have seen the before because it doesn't always show up on search, but just with specific types of search, you may see a carousel of three different businesses at the very top that are going to push you into giving of making a phone call. 0:08:28 - (B): When that phone call comes into the business, it is a paid lead. They're paying maybe 25, $30, I don't know, whatever it is for that category, for that phone call. But the reason I like this is if you've ever been in the service business, like roofing, plumbing, H Vac, you know, they're often familiar with Angie list, Homeadvisor, thumbtack, these lead gen sites that will pay for leads. They'll send you a lead and send it to four other contractors. You got to get on the call and try to jump on that lead quickly or you lose it. 0:08:57 - (B): In this scenario, this is an inbound call coming to you. So there's already higher buying intent. You're getting in touch with the lead. Cause they're calling you and it's exclusively yours. It's not being shared with others. So that makes it a lot, lot more valuable. And last but not least is retargeting. This is the idea of anyone who comes to your website that does not move forward. You now have the ability to show your ad all over where they spend time online, reminding them that you're still there to serve them. 0:09:26 - (B): The reason this is important is because, you know, the studies we've all probably heard before that say, you know, it takes seven to eight touches for someone to move to action. Well, today there's research that shows it's over 30 because we're inundated with so much noise. There's a million things that come up between now and when I'm ready to book that can distract me from doing that. And so retargeting is a really effective way to keep you top of mind for that person. And the other reason is only about 90. 0:09:55 - (B): About three to 5% of the traffic that comes to your site is likely financially and emotionally ready to make a decision and move forward. The vast majority of that traffic is coming to check you out first and probably check out others to see what are their options. And so if you have a much better way of not losing that person if they go to another one or they're not ready yet or somewhere in the, in a different space in the buying cycle, if you can now show up all over the face. Oh, we're getting some background noise. So let's see if we can meet that here. 0:10:28 - (B): Perfect. That you're gonna. This is what someone called recycling traffic. And it is. We've seen business increase as much as 60% with good retargeting strategies. But it's these methods combined that create what, along with what you'll see in local search academy, good offer strategy and good sales funnels for nurturing that have the amplification and results. And that's how we're able to double and triple businesses in a very short period of time by leveraging all of these, you know, frameworks together that now magnify. That's. I don't know if I have a snapshot of. 0:11:06 - (B): Let me come back here. I don't have it on here. There's like one little thing I wanted to show you, but it's probably the Venn diagram you've all seen before with like, how I draw out there's three circles. You have good offer strategy, sales funnel, and nurture, and then good, what we call smart traffic. It's in the center where all those merge that you get the most and the best results. So with that said, I wanted to give that snapshot to everyone because, oh, let me see here. 0:11:34 - (B): Stop sharing screen there because I felt like it was good to see kind of where you're going. You know, we right now in local search academy, many of you are still in the Google profile stuff, but there are things that are coming that will help you amplify your impact with Google profile and give you real scalability. Because the thing about Google profile being an organic strategy is it's, it's hard to scale. 0:11:55 - (B): You can't just tomorrow decide to double the traffic from it. It takes a lot a Runway, and at a certain point, there's a threshold that you hit, and you can't really get past that without adding some paid layers to it as well. But it becomes a strong foundation of organic traffic to your business, which creates stability, and that's what we want to lay as the foundation and then bring you into some of those other areas to, to scale. 0:12:19 - (B): So hopefully that's helpful for those that have joined and maybe those who can catch up later in the, in the call. But I'd love to open this up to q and a's now. And so if you. I think some of you have been here before for Q and A's, maybe some of you haven't. But just like last time, if you just raise your hand, we'll jump around into the Q and A's and see what we can do to help you today. All right, we got art. 0:12:47 - (B): How's it going, Art? We'll start with art, and then I see Stephanie next, and then we'll go from there. 0:12:52 - (C): Going. Good man. How are you doing? 0:12:54 - (B): Good. It's good to see you again. 0:12:56 - (C): Yeah, it's good to see you. I wanted to get a clarification on when you're doing the local search ads. Are the ads specifically for that, or are they also going to be showing up in the click, the normal pay per click area? Is there a choice or is there a? 0:13:16 - (B): That's a really good question. And the answer to that is they will show up in both places because Google doesn't allow you to select only maps or only the other section. I don't know if there's an actual name for that section, but we know what we're talking about. A local search ad opens up the ability to show up in the maps where most other ads aren't. And so depending on the algorithm, you might jump around back and forth a little bit, but because there's far less competition in the map section, you will get more rotations there. 0:13:48 - (C): Okay. Does it help with your bad. Your bidding process to help it? So you're not. I mean, if you're lower on your bid, then maybe you're not showing up in the. On the searches, but you're showing up in the. 0:14:04 - (B): Yeah, so, so, yes, it can. It can actually greatly decrease your cost per click in that space. When you're dealing with actual changing the bidding strategy, you'll just have to kind of test where that sweet spot is for you. I guess if you're getting that deep into it, but we've. Here's a good example. One of our clients, Vince Lardy, has a mold remediation company, and just a few weeks ago, we were looking at his account with him in the past, with traditional pay per click, he would spend about dollar 300 to dollar 400 to generate a new lead. 0:14:42 - (B): When we set this up for him, he was getting leads around $30. So it greatly reduced his overall cost per acquisition or lead conversion, I should say. From that, I don't know what all the factors like that. We don't see that big of a gap with every business that does this. There's a lot of different factors that go into it, but what I can tell you is setting this up just opens the door for lower costs per click, lower better conversions, and a whole lot more benefit. 0:15:10 - (C): So the only difference was that you're doing the local search ads, that you added that to it, or did you change version lead? 0:15:17 - (B): Yeah, we added that to it, but we started a campaign from scratch to make sure everything was dialed in. And I don't know if there were certain other things about his other campaign that, like, we're a little bit different. But one of the things we show you in setting up your local search ad is certain audiences to turn off. But also, once you get some data through there, you'll be able to go into your audience's demographics and look at ages or household income and things like that, and you can turn off the ones that don't make sense, and then it focuses your budget more on the ones that do. 0:15:53 - (B): And so there are some deeper ways of optimizing it that we've seen as well. But you want to get it started so you get that data in so you can make those decisions. Great. 0:16:02 - (C): Great. Okay. Thank you. 0:16:04 - (B): Yeah. Good question, though. Did that help? 0:16:06 - (C): Yeah. 0:16:06 - (B): Okay, perfect. All right, we got Stephanie. Stephanie, how are you? 0:16:20 - (D): Can you hear me? 0:16:21 - (B): Yep, we can hear you. 0:16:22 - (D): Okay. I'm sorry. No, I put together my. Was it called the landing page? 0:16:33 - (B): Uh huh. 0:16:34 - (D): Um, and I have it, you know, it's kind of going. It's active. My question was, I heard you talking about retargeting, but I missed the very beginning. 0:16:47 - (B): Uh huh. Oh, so your question is more about, like, what are the other components that we talked about? 0:16:53 - (D): Yeah, well, I know that this is. That's part of the training. 0:16:56 - (B): Oh, yeah, it's actually. Yes, actually, it's in the training. Retargeting is going to be more of the kind of the capstone on all the other traffic. So as you continue to go through the modules. We're going to start breaking into the other layers of smart traffic, starting with local search ads. If it makes sense for your type of business, showing you how to set up Google, guaranteed that doesn't apply to everyone, but it's a good additional, you know, thing to have if it does apply to you. 0:17:24 - (B): And then going into retargeting after that. 0:17:27 - (D): Okay. And when you start advertising with Google, what is the. Did you say it's about $30 you would, you would need to about start with, or is it more than that? 0:17:39 - (B): Yeah, that's a great question. We typically would see $25 to $30 as a pretty good starting point on a daily budget for Google just to get some data in. Now, that can vary depending on your industry and maybe the competition in your space. 0:17:53 - (D): Is that daily or like, just all in general, $30 a day or $30. 0:17:58 - (B): $30 a day? Yeah. 0:18:00 - (D): $30 a day. 0:18:02 - (B): Yeah. That's kind of like how you set your budget on a daily budget kind of thing there. And Google's interesting. I think it's about 20% threshold, where sometimes Google will spend 20% more on certain days and 20% less than $30 on certain days, but. And in the end, over 30 days, or however they calculate the full month, you will not exceed the maximum of averaging $30 a day. 0:18:28 - (D): Okay. All right. That's pretty much was my question. Thank you so much. 0:18:32 - (C): Okay. 0:18:33 - (B): You're very welcome. Perfect. All right, let's go over to Wendy and then Avi after that. Hi, Wendy. Let's see here. Waiting on Wendy. Wendy, are you there? You may have to unmute your mic, though. 0:19:04 - (E): For me, but now I've wasted all this time. Can you hear me? 0:19:07 - (B): Yeah. It sounds a little bit muffled, though. I'm not sure what's going on with the mic. 0:19:11 - (E): Maybe if I get closer. 0:19:12 - (B): I don't know. 0:19:12 - (E): Can you hear? 0:19:13 - (B): It's. It sounds super magnified or, like, convinced I can understand you. 0:19:20 - (E): Okay, I'm sorry. I'm kind of new to it all, but my business is not showing up on the map. I do have my Google, my business elements set up. Do I just have to do more, be more active for it to show up on the map? 0:19:38 - (B): On the maps? Yeah. 0:19:43 - (E): It'S a service. Business aesthetics. Like, I think they call it a salon. Usually it's under personal services. I think they've been doing a salon, which is kind of. 0:20:07 - (B): Okay. 0:20:09 - (C): Hey, Jared. 0:20:10 - (B): Jared, she might. 0:20:11 - (C): Sounds like she. There's an echo. 0:20:15 - (B): Yeah. Wendy, I'm going to mute you for a minute while I some advice on that because the feedback was kind of sounding a little off there, but I think I got it. So you're kind of categorized as a salon in the aesthetic space. You've got your Google profile all set up. It's not showing up in the map section all that well yet this. And your question was kind of like, do I need to get more active with it? 0:20:40 - (B): That is actually the number one thing you can do to help your Google profile. Now, it's not going to be an instant fix, but you can see results happening fairly quickly, not as much quicker than traditional SEO. So traditional SEO is like what you do to rank your website on the first page of Google. We're moving away from that because that's so saturated and competitive. It's really hard for you to win in that space. 0:21:05 - (B): But what's easier now is being able to rank your profile in the map section and you'll see faster results with that than traditional SEO. But it is a matter of activity largely now. There may be some other factors in there as well, and we'll break down as you continue through the modules in our program. Little hacks on different ways to better optimize your Google profile and get better results. But at the end of the day, what I recommend is getting into a routine where you're publishing a new photo every single day, new photo every day. 0:21:38 - (B): You want to have a system in place to publish a new post at least once daily as well. That's going to allow you to have a photo with some text content that creates more metadata for Google to consume. And then you want to have a good review acquisition strategy. So frequently it doesn't need to be daily, but frequently you're generating more reviews consistently over time and responding to those reviews. 0:22:02 - (B): Now the best way to do that, so it's not as big of a challenge to just handle is to have software that can help you do this. This is something I'll share here first for the first time with all of you guys, so you know it's coming. But Mapleads Pro is a software that we put together to help with some of this and we did it for us because we knew there weren't at the time great tools to help us manage Google profile all that well. 0:22:32 - (B): And we built Maple Pro. Here's one of the challenges, though. There are some things about Mapleds Pro, they're a bit quirky. One of the things I wanted in there that we still haven't been able to get is the ability to schedule photos to be published. So when I talk about adding a new photo every single day. How nice would it be for you to be able to have a whole batch of photos, put them in, and schedule them to go for the rest of the week or even the rest of the month, and then you don't have to touch it again, but it will automatically publish new photo for you. 0:23:01 - (B): That's something I've wanted for a while. What I've learned, too, though, is that we're not a software company, nor do I really want to be a software company. So we have this nice tool, but there's some things about trying to keep it up to date and managing it that's getting a little much, and I'm not sure I want to scale it in that way. So I've had meetings with the folks over at local IO, the CEO and the director over there. They have an amazing platform that actually has the same things I've wanted to put into map leads pro, but haven't been able to yet. 0:23:31 - (B): And I want to get you guys access, or have the ability to have access to this tool. So we're working on being able to do that. Now, this will help you, Wendy, because you can now spend one day, like a few minutes on a day, one time, and take a whole bunch of photos of your. Your salon or spa or whatever, some before after photos, like great client photos, team photos, things like that, and have a whole batch of photos, and you can put it into the software and it will schedule a new post every single day that will really help your profile. 0:24:02 - (B): Awesome. All right, great question. And so just wait for that update. I apologize. I don't have a timeline on what's coming out, but I did get some stuff from them this week, so I need to get through it, and then I'll be able to share that with all you guys here very, very soon. Let's jump over to Avi. Hey, Avi. How you doing? 0:24:23 - (F): Hi. Hi, Jared. Sorry, I cannot. My camera is disabled. 0:24:27 - (B): Quite all right. Don't worry about it. 0:24:29 - (F): My question is, I'm getting confused. Is the difference between local search ad and local services ad? 0:24:37 - (B): Yes. Big difference, too. And this is not an uncommon question. That's why I typically refer to local service ads, or I should say local services ads, as Google guaranteed, just to create a little more differentiation in the name. But local search ads are a separate channel than local services ads, which is Google guaranteed. So I broke this out once in. Well, that's actually why I did the visual earlier. 0:25:10 - (B): But here's how you can think of it. Let's talk about local search ads. So think of search much like search campaigns. These are going to show up, these are pay per click, number one, so it's a different model. They are going to show up in the map section below the traditional search campaigns, which are the purple links that you typically see at the top of the page. There's far less competition doing this, so you get more rotations. That's why we like to do the map, the map section or ads in the maps, which is local search ads. 0:25:44 - (B): Now, Google guaranteed is a different thing. Actually, it's a whole different department at Google as well, but it feels similar to your Google profile. That's why it causes a little confusion. Google guaranteed is first and foremost a pay per lead program. So you got pay per click versus pay per lead. Secondly, it shows up on the very top of search in a carousel with two other businesses that it just rotates based on budget basically. 0:26:17 - (B): And number three, it generates phone calls, whereas the other one generates clicks and traffic. Some you can optimize it for phone calls too, but we typically want to generate traffic from local search ads and calls from local services ads or Google guaranteed. So those are some of the big differences there. 0:26:34 - (F): This helps a lot because I know that. So I own commercial cleaning company and there's no option for local services like Google guarantee it for commercial cleaning. My question is, can I do local search ads in that case for commercial cleaning, is that option available? I didn't search for it yet, but just quick, you know, for you maybe, you know, off the top of your. 0:26:58 - (B): Head, yes, you definitely can. Local search ads gives you a lot more options and flexibility. The reason it's not available in local service ads or Google guaranteed often has to do with volume of search for that specific thing and then maybe some other categories about your market as well. And they just haven't quite got there yet. This is a little bit ago, but when I last spoke to a technician over at Google about Google guaranteed in their categories, they said they added 27 categories the following or the previous month and so they're always adding new categories. 0:27:38 - (B): However, what we typically see on the front end sometimes doesn't align with what they actually have as options. I'm curious, do you think janitorial services would fall into a category that, that would be a category you'd fall into or not really? 0:27:53 - (F): Yeah, it will. Yeah, commercial. It's. We usually advertise as a commercial cleaning, providing commercial cleaning and janitorial services. So it has to be commercial, not residential. 0:28:06 - (B): Yes, got it. So let me double check here because for some reason I feel like I remember seeing janitorial services as an option. But they also recently redesigned the page that you'd go to look at it and I've noticed not all the categories they used to have are on that page. But if you go into getting started, you often can actually see all the categories that they have, which are more than what they show publicly. 0:28:30 - (B): So I'm going to just real quick see if I can check that category for you and see if it is. If it is available. There we go. Yeah, I don't see it and I feel like I have seen it once there before, but maybe I'm misremembering. So I don't see that option there. That's quite all right, though. I don't want anyone who cannot fit into the Google guaranteed program to feel like they can't do this program because of that. 0:29:10 - (B): The truth is, is Google guaranteed is a great supplement for additional business. But you're going to see that Google profile organically takes place of what most people try to do with SEO. So that's your new method. Local search ads will take place of the traditional pay per click that most people are spending a fortune on and give you that ability. With those two layers, you'll be able to scale a healthy business. 0:29:34 - (B): It's always nice when you can add additional options to generate more phone calls from leads through Google guaranteed, but it's not necessary in order to have great success with this program. And if you add the extra component of retargeting to that, then you've got all three layers of smart traffic really working for you. 0:29:52 - (F): Okay, thank you, Jart. 0:29:54 - (B): You're welcome, Avi. Perfect. We've got another question from art. 0:30:00 - (C): Yeah, it's on the LSA ads. Like Avi was asking, if there was a janitorial category, would he be able to have it where. Okay, I'm just going to focus on commercial and not residential and then the calls that are coming through for residential, he doesn't have to pay for. Can it be that specific? 0:30:24 - (B): No, I don't. I don't believe so. That there's a great way to do it. Unless your service category in general is more b two B versus b two c. But the Google guarantee platform is a very good b two C program. It's not going to differentiate a ton between b two C and b two B calls. So keep that in mind with the type of service that you're thinking of for that program there. You're going to get calls from both. Because if you think about like the types of clients that go, you've got home cleaning services, residential cleaning, and you got commercial cleaning. 0:31:04 - (B): But if someone goes to Google and searches cleaning companies near me, they could be one or they could be consumer, they could be business. But that's one of those triggers that Google is going to use to pull up the Google guaranteed. So you have to be able to play on both, I think, for that. But I can also go ahead. 0:31:23 - (F): 99% you will get residential calls. 0:31:26 - (B): Yeah. 0:31:27 - (F): Because. Yeah, that's what. And people I know, colleagues, I haven't did it, but I know college, losing money because of that, because they're in a commercial and they're getting residential. 0:31:36 - (B): Yep. Yeah, that makes sense, avi. It's going to lean a lot more residential than commercial with that program. One of the benefits that you'll have in doing local search ads is that you can create more targeting keywords that will focus more towards commercial business. And then when they click and come to your offer, to your funnel page or your website. Right. With the offer strategy there, that offer should use the kind of language that would basically filter out, oh, this is a commercial only or. Right, like, this is commercial, not residential type of service. 0:32:15 - (B): And that way you can do a better job of filtering because the funnel is not just for getting people to move forward. It's also designed to filter the wrong people away so you can focus more on the people who are a good fit versus the leads that aren't. 0:32:28 - (C): Okay. So I guess one of the things is that, you know, there's that one, it's a guarantee for the client that they're good, good business, but also they guarantee that, you know, you're not getting a bunch of like, telemarketers and different things like that. Also because you get credit for that. Right? 0:32:48 - (B): Yeah, you're right. So if it's not a qualified call or qualified lead, it's recorded. Google can go back and play it back. You can play it back inside your platform. And if it's for some reason you say this was not qualified, you can dispute that. But Google can also see you'll have to dispute probably more than they will recognize on their own. Right. It's just Google. 0:33:14 - (C): Right. 0:33:15 - (B): But they do have the ability to dispute a lead and they'll listen to it and go, oh, yeah, that was not a good lead. And then it credits you back. Now with that, though, on, compared to local search ads, you will. I've had people optimizing their campaigns to generate phone calls from local search ads, and I don't really see that working as well as it used to today? Because we'll, I've had clients see a huge increase, intelli marketers, or maybe not telemarketers necessarily, but like solicitors calling them because they're doing Google research, they're seeing their ad, they're clicking call. 0:33:50 - (B): And now when you start connecting the dots that these calls, this increase in spam calls or solicitors calling are coming because of your paid ad campaign, you're actually paying for solicitors to call you, that gets frustrating. So I don't typically optimize those ads for calls at all. I leave my phone number out of it. I want to get the traffic to click that ad, get to my funnel and then my funnel does the filtering from there. 0:34:19 - (C): Okay. All right, so you're still charged for the click, though, right? 0:34:22 - (B): Still charged for the click, yeah. 0:34:24 - (C): But you're thinking telemarketers aren't going to be clicking, right? 0:34:28 - (B): Yeah, and maybe, maybe some do, but what it's done is it's filtered. A lot of those solicitor calls that we didn't need to get in the first place. 0:34:37 - (C): Okay. All right. So I guess I'm curious as to how fine tuned you can have it to where. Okay, this is my business and that's not my business, to where, you know, if it's a plumber and he specializes in water heaters or installation, can he be that focused? Or is it like, okay, he's going to get, I mean, he can have that in his ad also. But would they, can you deny the that call if it was just for. 0:35:08 - (B): Something that is this relays in relation to Google guaranteed, or, you think on Google guaranteed? Yes. Now, I can't say specifically for that situation, but let's say you're categorized as plumber. Then inside the platform, you'll see a list of subcategories that fall under the plumber category and you can deactivate and activate the categories you want so that you get the calls that you want. If it's not one of those things, then you can dispute that, but. 0:35:39 - (C): Okay, cool. So if it's not a service that you provide, then you can dispute it. 0:35:43 - (B): Exactly. 0:35:43 - (C): Okay. 0:35:44 - (B): Yeah, cool. Now, I can't say, I've had some cases where you dispute it. It comes back and they're like, no, it was a good lead, but I don't know if a lot of it is algorithm based or not on Google. You never know. But what I found is their call center is really good. You call them, you say, hey, no, this was really not a good lead. It almost always comes back at that point, but it just takes that extra effort sometimes. 0:36:09 - (C): Yeah, okay. Thanks, man. 0:36:11 - (B): Yeah, you're welcome. Great. We've had some great questions. Any other questions I can help today with? All right, well, I want to just thank you guys again for being part of local search academy. And if you have any ideas of what would make this even more impactful, more valuable to you, I'd love to hear your ideas. We're building out a roadmap to how to improve this program and keep people in the community even longer. 0:36:41 - (B): We want this to be a valuable community that's an ongoing thing for people. So any other ideas? I'd love to hear from you. I appreciate you guys joining today. Have a wonderful weekend. 0:36:54 - (Jared Erni): Thank you for tuning into the four Impact podcast where we're all about driving positive change through entrepreneurship. Remember, your impact matters and your journey matters. If you found inspiration in today's episode, please subscribe, rate, and leave a review. Your feedback fuels our mission to empower impact driven entrepreneurs like you. You can stay connected with us on social media and go to forimpactpodcast.com 0:37:26 - (Jared Erni): to take our impact marketing challenge. Keep pursuing your dreams, making an impact, and living life on your terms.

[TRANSCRIPT] 0:00:03 - (Jared Erni): This is the four Impact podcast, the destination for impact driven entrepreneurs striving to live life on their terms and create a ripple effect of positive impact in the communities they serve. Where we put your success stories center stage, dissecting the lessons learned and sharing insights and ideas that'll help you amplify your impact. And now, here's your host, Jared Ernie. 0:00:39 - (B): I'm going to share a little bit of a story as we're waiting for people to join us. Let me just make sure I got my list up. Hey, Peter. Good to see you. All right, so the reason I'm going to share this story is because I actually shared it the other night, and it just reminded me how powerful this is at a marketing example or in the prism of how we view our marketing. But last winter, well, actually, it wasn't last winter. It feels like last winter. It was the winter before that. 0:01:09 - (B): I went ice fishing with my brother, and my brother lives in Utah. And so he took us into the mountains, into this kind of really remote type of lake, deep into the mountains. And when we connect, we got there, we saw, actually, there was quite a few ice fishermen out on the lake. Anyone been ice fishing? I don't know if that's something that we got people all over. So any of you guys been ice fishing before? 0:01:40 - (B): So what you do is you go out onto the ice, you got to make sure that it's a certain thickness in order for you to go out onto the ice. We walked out onto the lake. We saw that there's a group of fishermen out there that were, sorry, hear a little feedback noise here. There we go. There's a group of fishermen already out there and quite a large group, but, and this lake was really popular for ice fishing. We went out there and then realized there was all, there were all these fishermen out there. But my brother had also brought his trailer with two snowmobiles and some shit sleds and a big tent and all of this stuff in gear. So what we did is we actually snowmobiled about a mile down the lake and then out into more of a remote area, and then snowmobiled out onto the lake, set up the tent, dug or carved our holes into the ice and started fishing. 0:02:34 - (B): That trip, we pulled out nearly 30 huge rainbow trout. I think they were rainbow trout that we were catching. We pulled out a massive amount of fish from this trip, and we stacked them up. We had this big picture of them. It was really, really kind of cool. In fact, I'm not sure if I could find it. Real quick while I want to share it with you because it goes along with the story. And then I'm going to illustrate why I'm sharing this with you. Here, let me see if I can find it. 0:03:10 - (B): Okay. Check this out. So I think I can share my screen here with you guys. All right. You see that, that picture there? That's. You can tell that's me and my family, my two older kids, two younger kids, me and my wife, Stephanie. And look at all those fish. It was crazy. The reason that we caught all this fish didn't have to do a lot with, like, we knew how to fish better than these other fishermen or that we were like, you know, you know, doing something different. 0:03:43 - (B): But when these fishermen saw what we're doing, because they come out to the parking lot and cross us and be like, wow, how are you guys getting all of those fish? Because we're. It's dead for us today. And. And, you know, it wasn't a trick that we had. The reason we caught more fish is because we went, we separated ourselves from all the group of fishermen. And when you think about that, this, this is kind of like the same thing with marketing. If you've ever heard of the analogy of the red ocean and blue ocean. 0:04:14 - (B): Red ocean is where everyone is competing to, against each other. There's blood in the water. They're fighting, and it's hard to win in that kind of environment. Well, if you can find a way to separate yourself so that you aren't. Let me see here real quick. I'm going to mute some microphones so we don't have all the background noise. If you can find a way to separate yourself, you move yourself more into what's called a blue ocean, you have far less competition, and in that way, you're able to win much easier. 0:04:46 - (B): See, in a red ocean, you have to be excellent. Excellent. All right, let's see. Okay. I muted it. In a red ocean, you have to be really excellent with your marketing to win in a blue ocean, you can be good and really accelerate because you can. You can get to the top so much easier. I hope that makes sense. But one of the ways that you can separate yourself from your competition, and I. I don't know if any of you have heard of this book, hundred million dollar offers by Alex Hermosi. 0:05:18 - (B): This is an amazing, amazing book. And if you don't do anything for your business, except get really good at turning everything you do into an incredible offer, that'll do more for your business than anything else you can do. If you don't have a great offer, or if you have a mediocre offer, you have to be excellent, extraordinary with your marketing to win. But if you have a really great offer, something that you've worked on that's dialed it in to the right client that would, they would feel stupid to say no to. If you've got an irresistible offer, a truly irresistible offer, you only have to be average with your marketing to win. 0:06:01 - (B): And that's, that's wonderful to know because most of the people here in this group don't want to be marketing experts necessarily. They're just kind of like forced to have to do that part to their business that to do the thing they really love. Right? So that's the good news for you. But the key here is getting really good with your offer to do it. So just to illustrate, one of the components here that you'll, if you ever do, by the way, if you're interested in learning a little bit more about offers, I highly recommend this book. So don't forget Alex Ramosi 100 million dollar offers. 0:06:36 - (B): But this was a concept that Alex learned from Dan Kennedy, who I also highly recommend as his books as well. But it's called it's how you niche down and why there's so much power in creating a niche with your mark, your service. A lot of business owners will feel like if I could just market to everyone that like, because anyone can use what I do. But that's going to be more and more difficult today because you're putting yourself in that red ocean category instead. If you can identify yourself as specializing into more of a niche, you're going to create more perceived value in what you do. And to illustrate this, if you were to create a time management course, let's call it a course or a book where, right, you could sell that for, let's say dollar 19. 0:07:25 - (B): But if you turn that same product into time management for sales professionals, just by specializing in that, you can increase the price of it to say $100 or $99, but you can go deeper with it. Turn that same product into a time management course for outbound b two b cells. And this could be a product that sells for around dollar 500, same exact course. It's just by niching down and being more specialized in a specific area, you're creating way more perceived value in how you do it. Now, what if you took the same program you made it time management for outdoor b, two b power tools and gardening cells reps. 0:08:09 - (B): Now that looks like a $2,000 course. So that's the power of niching down. And one way, not. There's a lot of ways to do it, but one way where you can take what you do and separate yourself from the crowd. Right? Move out of that red ocean analogy like we did when we were ice fishing. We moved away from the crowd and find yourself specialized in a different space and allow you to win. Not just winning more deals, but also allow you to charge what you're worth, allowing you to serve your clients at a higher level and grow a much healthier business. 0:08:45 - (B): So just a food for thought today. As we dive into Q and A's, I wanted to share that something that was on my mind. I'd love to open this up to Q and a for the group. What's going on, and how can I help you? So if you just want to take a minute to raise your hand, we'll just go through the hand raises and unmute your mics, and we'll talk and see how we can best serve you today. Gary, good to see you on here. I'll connect with you here a little bit later, too. 0:09:17 - (B): Let's see. So we've got junior. We've got maybe May van Voorhin. I'm curious, May, is that a dutch name? 0:09:29 - (C): It is. 0:09:31 - (B): Do you speak Dutch? Are you. 0:09:32 - (C): Oh, no, I'm married into that name. You kidding? 0:09:36 - (B): Oh, gotcha. Okay. I had to ask because I used to live in the Netherlands, and so I kind of read it differently, but, like, van Fooren would be more. I speak Dutch, actually, which is kind of weird. 0:09:49 - (C): That is really weird. 0:09:50 - (B): Yeah, I know. Not a lot. Not a lot of people do, but. All right, we got a question from junior. Junior, let me see if we can unmute your mic. How can I help you? 0:10:00 - (D): Yeah, so I have a question. I'm looking to get a virtual office. And, you know, in the virtual office listing, it says, you know, hey, we don't guarantee that you'll be able to get found on Google Business profile. It says right in there. That. That remark yet? It's a, you know, pretty well known virtual office where they actually have offices that you can meet in and conference rooms and mail forwarding all the rest of it. And it's really inexpensive per month compared to what I've looked at from other places. 0:10:37 - (D): And it's a real prestigious address. So it's right on North Michigan Avenue in Chicago. And it's like $50 a month for a virtual office. And, you know, you get people see that address, and they're like, wow, you know, this person must be reputable. 0:10:51 - (B): Sure. 0:10:51 - (D): So the question I have is for Google Business profile. You know, is, is it difficult to get your listing to show up in a place like that? 0:11:02 - (B): It's. There are a little bit more challenges to it because Google's changed away the way that they verify, but it's still possible, and if done the right way, it's still within the guidelines that Google wants you to follow, too. What they don't want are like PO boxes or USP or UPS boxes, you know, things like that. There have been cases where it's been a little harder to verify in those locations because now today they want to do like a video verification and they want signage and things like that that you can show in that video. 0:11:41 - (B): And we were helping one client do this who was in the same exact kind of situation he was in, in a virtual office, but they were, they allowed him to create a name plate and put that on an office for him to get video verified. And that may have actually been his actual office in the, in the space. I don't remember the specifics, but if that's required, um, you know, see if you, if you can work with them to do it. 0:12:06 - (B): Now, I have a question, though. When you said they can't guarantee that you will be found on Google profile, was that the virtual office saying this, or was this something you found on Google? 0:12:14 - (D): No, this was actually the virtual office. When you sign up, it says that maybe they've had problems. I don't know. 0:12:22 - (B): Yeah, that's what I was thinking is that sounded kind of like it was probably coming from them. That's one of the most common ways that people try to create more profiles than they then they should. And what Google really wants to crack down on is people who are creating duplicate profiles. So it is a little harder today to get verified in that space, but it's still also within the guidelines. So I would just say, go ahead and try that process and, you know, get the, get the office if it's going to make sense for you. But also, let me ask is, why would you want to get that virtual office versus having it registered from, I'm guessing maybe your home office. 0:13:03 - (D): Yeah. From a financial standpoint, I've read, you know, where if you want to go after business financing, that they, you know, a lot of that's the first thing these banks will look at is do you have, you know, if you have a home office, they kind of shun on that. 0:13:19 - (B): I gotcha. 0:13:20 - (D): And so it's more. More about that and being in the service business. It really doesn't matter that, you know, we have a home address, I guess, from that perspective, because people aren't coming to my home. 0:13:31 - (B): Yeah. 0:13:31 - (D): But, but still, in all, yeah, they really like to see that. They like to see that you, you know, you set up an LLC and you set up virtual office, you know, those kinds of things without a post office box. So, yeah, I guess it's from a credit standpoint, from a business credit standpoint, they recommend that very highly. 0:13:52 - (B): Yeah, I've talked to, that makes a lot of sense. So it wasn't necessarily about Google profile necessary. It was more about other reasons to get that virtual office. But Google profile will be part of that registration. 0:14:06 - (D): That's correct. And then there's also the city itself seems to have more grant programs. So, you know, if you're actually based in the city, that's what it would show up on my LLC registration form and all that too. So I could show that as proof to Google, you know, that my real address is that address, you know? 0:14:26 - (B): Yeah. 0:14:27 - (D): So anyway, that's what I got you. 0:14:29 - (B): Yeah, I can, I totally understand. My business is registered the same way. Uh, however, what I did was I registered my business, uh, with a real business address in Atlanta. But I work from my home office. And, um, I'll say this with a little like, kind of like prelude. So you understand, when I started attractive scale, we started as an agency first, and then we moved into more of a coaching, consulting and course program, uh, because I felt like I could impact more people and truly help serve more people that way. 0:15:08 - (B): So when I first started, I registered my Google profile to my home address, it was a lot easier for me to go through the process of verification there. But everything official is actually registered through our office address with Atlanta address. Does that make sense? 0:15:29 - (D): Yes, it does. And I heard that you can't. It's hard to move change addresses to on Google business profiles. So if you say, you know, if you get signed up and verified at your home office by Google, then if you switch it to a different address, I've heard that they're not. This is all hearsay, so I don't have any proof of this, but I've heard that it's a problem trying to change addresses sometimes. 0:15:55 - (B): It's not that you can't do it, but because Google's cracking down on verifying businesses, usually a change of address will put you back into verifying, and you just have to go through that reverification process again. 0:16:08 - (D): Yeah. So I didn't think I wanted to go through that stuff, if you will, you know, where. So. So anyway, that's. That's why. 0:16:15 - (B): So why don't. I would say maybe go ahead and move forward with, like, securing the address you need and going through the verification process with that address. If you get stuck and are unable to do it for any reason because of that location's information, like, something about that location, I'd say then maybe try it to your home address and see if you can get it verified there. 0:16:39 - (D): Okay. All right, sounds good. 0:16:42 - (B): Good luck. 0:16:43 - (D): Thank you. I appreciate that. 0:16:44 - (B): You're welcome. All right. Any other questions that I can help with, may, go ahead. 0:16:55 - (C): Hi. So I have client, and they are a contractor contracting company. 0:17:03 - (B): Okay. 0:17:04 - (C): And I didn't get too much. I didn't ask too much of the question. Questions about why, but. So when I'm in southern California and their. Their business license and a couple of other. Their paperwork shows the Sacramento address, and then their bank and other paperwork shows an address here. That's at, I guess, a pharmacy that has mailboxes. 0:17:30 - (B): Oh, yeah. 0:17:31 - (C): And I was asking her if she had anything that showed either her home address or her partner's home address, but she doesn't. 0:17:42 - (B): Okay. 0:17:42 - (C): And so I kind of want to give them their money back because I don't think I can get them verified. I mean, I kind of told her maybe she could. I don't know if it would make a difference. Transfer the address of the bank to hers. Is that something that they would take and then get assigned for a truck and then get, you know, if they do a video verification, go from the, you know, the house to the truck to the paperwork. 0:18:16 - (B): Have you tried the video verification already? 0:18:19 - (C): No. 0:18:20 - (B): Okay. So. And they don't have signage for the trucks. 0:18:24 - (C): No. 0:18:26 - (B): So they will want to see some sort of signage, probably, for that kind of business. Okay. But there's no harm in. In trying with what you currently have. And then if that didn't go through, then making that adjustment, because a lot of service businesses register like that. Kind of like, you know, we were just talking about with junior, like, the official business address is this. But we're really working from home. 0:18:53 - (B): And so my. My recommendation would be to try to get this verified at a home address. And if they can get a magnet decal and put it on the truck, then they ought to be able to show that. Show what they need to at their home address, being a service business, and should get verified. But if there's a challenge with that because of documentation needs to also match the address, then just getting the bank to switch that over would be a great idea. 0:19:27 - (B): Then you can try that process again. I don't think you need to give them your money back because it sounds like you're helping them through the process. And it's just like, hey, you know what? There are some steps to this, but let's try this plan and if that doesn't work, we've got this plan and either way we should be able to get it done. 0:19:43 - (C): Okay. Okay. 0:19:45 - (B): Yeah. Does that help? 0:19:46 - (C): That does. 0:19:47 - (B): All right, good. Perfect. Well, anything else? All right, we'll move back over. So we'll get to, we'll go to, I've got several hands up. So I've got, we'll go to Gary Wolf and then back to junior. So let's, let's help Gary. How you doing, Gary? Let's see. I don't know if it's unmuted. See if I can find you in the list here. Oh, yeah, it looks like you're, you're muted. Gary, let me out now. 0:20:24 - (E): Yeah. 0:20:24 - (B): All right, cool. 0:20:26 - (E): So basically my question is, when someone googles your company and, you know, and it shows your company and then it shows the site extensions, are we able to control the site extensions that are seen in high level somehow? I think I might have emailed you this amongst my many emails. I know, but earlier, you know, when you google my Ql solutions group and you go there and they list, you know, get a copy or service call consultation, and then the last thing it says is thank you, which is our thank you, when someone comes in and requests an appointment or whatever, and it just seems awful strange. So is there any way that I can control those site extensions? 0:21:20 - (B): Thank you, that's a really good question. And I didn't, like, think of that specific situation. There usually is. And I know highlevel probably has this, I definitely know clickfunnels does, but where you can hide that particular page from being indexed. So what happens is Google has indexed all of your website pages now and so it's going to kind of like provide that information there. And all we need to do is go in and hide that one page from being indexed and that will go away. But it's not going to go away quickly and instantly. 0:21:56 - (B): It'll just need Google to do a re indexing before you'll see that change go away. But there is a way to do it now that I kind of know exactly what you're looking at, I'll be able to go in and take a deeper look at that this afternoon, too. 0:22:10 - (E): Okay, cool. Yeah, there was a page in there that didn't need and I removed the page because it was duplicitous because it was for booking a service call, but it went to my calendar page. Isn't the process to book a service call? We can book a service call much quicker than having a meeting beforehand, you know? 0:22:29 - (B): Right. 0:22:29 - (E): And so I removed that. That was something that we made, you know, that wasn't supposed to be published, but I just want to try and get, you know, I'd like to have it kind of clean. 0:22:40 - (B): Yeah, that makes sense. 0:22:42 - (E): Yeah. Cool. Thanks. 0:22:44 - (B): Yeah, I will. I will make a note on that. But it's just basically an indexing prompt that needs to be adjusted there. So we can. We can do that. I'll show you that a little bit later this afternoon. Great question. Anything else, Gary, that I can help with? 0:23:00 - (E): No, I really just came to kind of lurk on my lunch hour and other people's questions, because usually I learn from all that. 0:23:08 - (B): Awesome. All right, cool. And I know we'll be meeting up a little bit later, too. Good deal. All right, let's move over to Wolf. Hey, Wolf, it's good to see you here. Let's see here. Maybe you need to check your mute. Hey, everyone. Wolf manufactures guitars. This is so cool. And I was diving in and taking a look, but I'm a big fan, as you can see. I've got mine. How can I help you, Wolf? 0:23:42 - (F): Yeah, man. Good to talk to you again. So I'll try to make it as quick as possible. So, kind of a vague question. As you said, I build guitars, and I'm also the highest rated guitar repair shop in Austin, Texas. Now, the thing is, I have probably 30 other competitors, but the majority of them are in South Austin. I'm in north Austin. If you know anything about Austin, 22 22 is a road that, you know, basically cuts off north and south Austin. Anybody north of 22 22 comes to me. 0:24:14 - (F): However, there are hundreds of thousands of people in South Austin who don't come to me because there are closer competitors, and I need to try to break more into that market and get people from South Austin to come north. And basically, I'm showing up, you know, nine or ten on the list a lot of times in south Austin, but I'm, you know, number one or two, anywhere north of 22 22. So one person said to create a second profile. 0:24:42 - (F): And so, I don't know. I just don't like the whole thing, but I just wanted your opinion on some of that. 0:24:48 - (B): Yeah, now, great question, and thanks for sharing a little bit of context of that so I can better understand the, the biggest, like, no, no is to create a new profile here. 0:25:01 - (F): Right. 0:25:02 - (B): Google sees that, they're going to shut you down on that. It's not like it's going to. They're going to turn off all your profiles. It's not that severe of a violation, but they definitely don't want multiple profiles if it's truly not another location for your business. But you do have the advantage of a couple things. Number one, as you continue going through the training in local search academy, we're going to help you do things to your profile that will greatly increase your relevance, which should impact your radius of where you're ranking in the geographic area. But there's also factors that we can't control, such as how dense the competition is in south Austin versus North Austin. 0:25:44 - (B): And so another thing that you can do here after fully optimizing and getting into the strategy with your Google profile is called local search ads. And we have a module that will come up on this. As you go through the training, I get questions a lot about can you unlock certain blocks of lessons? And if it's necessary, I can actually get you access to like an unlocked version of the whole program. That's an older training that we did of every, all these lessons just to get you that access. But the reason we lock it is so that you do the things in the right order, spend enough time on those things to master it, so that you've got the right foundation when you get into local search ads for it to serve you best. 0:26:26 - (B): But local search ads is a way where you can pay for. Most people are familiar with traditional search campaigns or pay per click ads with Google, the purple links at the top. But a local search ad is sponsoring your Google profile to show up number one in the map section. And the reason that that's gives you leverage is because there's far less competition that knows how to do this. Yeah, yeah. We'll show you how to do it. And then you can target south Austin with those ads, pull up number one in the map section, and then when people click it and go to your website, you have an amazing offer strategy that will move them forward and start nurturing them. So they're going to want to make the effort to come up to North Austin to see you. 0:27:11 - (B): Perfect. Yeah, that's a great question. Anything else? 0:27:15 - (F): Same. Good for now, man. I appreciate your time. 0:27:18 - (B): Awesome. Well, it's great to see you again. 0:27:19 - (F): Absolutely. Thank you. 0:27:20 - (B): You're welcome. All right, let's go back to junior, then Peter and then art. So, Junior, another follow up question? 0:27:28 - (D): Yes, just thought of this. So I was wondering about your program and you'd mentioned the locking and so on. So I did notice that. And so how does it work? So if you're, you know, if I'm doing the first couple of lessons I finished them up to, is it automatically open up the third lesson then? If I did the first two, for example? 0:27:49 - (B): Yeah, no, I actually kind of wish that it would do it like that. But this is not, we didn't create the platform that this is all built in. It's called circle communities. So what it does is it's going to unlock a new one every week based on your starting point of the program. So every week? Yeah, every week. And if you want to know exactly when that next block lock of lessons will open up, just hover over it or click on it and it will show you the date that it's scheduled to unlock. 0:28:17 - (D): Okay. And so, and then your program is a monthly program, the subscription, yeah. 0:28:24 - (B): So it, what we found is marketing is so dynamic, it's not gonna serve you well to go through a once and done course if you're not staying on what the cutting edge of what's working best. And we used to have a program that was just kind of like a standalone course. But also the challenge is that 70% of people don't ever finish courses. And, and so we really wanted this to not just be a course, but a community and a program that people can dive into, stay relevant, stay on the cutting edge, and be part of a community that supports each other too. And I'm starting to see people actually responding to posts and giving great feedback. 0:29:06 - (B): They're not just learning from us now, they're learning from the collective experience of others. And that's the beauty of it. So it is designed as a monthly subscription. There's no contract long term thing. You can cancel anytime. But with that you're going to not just get the lessons blocked out for you in the right order and foundational process to build on, but also these weekly lives so that you can join a group, ask questions relevant to your specific situation. 0:29:33 - (B): We're going to constantly keep you updated on the best marketing strategies and new tips every single week. And then when things happen like we see with Google releasing a new update, an example would be a few years ago when they added to what they call it the policy for spam on Google Profile. Now they no longer like duplicate photos, posts, logos or videos. And so things like that, we want to make sure that you're aware of. 0:30:01 - (B): So that's why it's monthly now. 0:30:02 - (D): Okay, when you say duplicate, you mean that on the same platform or you mean that it's okay to, you know, if you have it on YouTube, you could put it on your Google Business profile as well. 0:30:14 - (B): Oh, yeah, yeah. So you can use this on different channels. That's just fine. But like in Google profile, if you posted the same photo five times, they don't want those kind of duplicates in the Google profile. 0:30:25 - (D): And one last question. I think it's. The last question was, but I have a contractor also that I'm working with, and they have built, you know, build homes in different towns and do remodeling projects in different towns. So I think the recommendation is for them to create video and or photos of these different properties and that will allow them to get found in other locations. Is that still the case? So if they're in one town and five towns over, they build a house. 0:30:55 - (D): They might be able to get found in those other locations based upon having the tags on the photos and the videos be seen by Google. 0:31:06 - (B): Yeah, yeah. There is some relevance to that. And it's somewhat limited in the way that, like, your Google profile will give you your best impact in a 40 to 50 miles radius from your business. And so a lot of service businesses that are taking photos with their phones, I would do more photos than video here, but more photos with your phones and then posting those to Google profile, you're basically giving a geotag that your phone's already attached to that photo of that location, telling Google where you've served. And we've seen that with other service businesses that there's a concentration of calls coming from a certain area because that's where they've been posting photos from. 0:31:41 - (B): And we've been able to expand and contract service areas based on photos being published. So you definitely have. That's still relevant today that we see. The other option would be layering that with local search ads, because if they get a little further out than that radius or if there's other factors that we can't really control in the market that is making it harder to rank in certain areas, then local search ads can be another layer to add to that that will help serve them, too. 0:32:08 - (D): Awesome. Thank you very much. Appreciate it. 0:32:11 - (B): You're welcome. All right, I think we're going up to art and then Peter. Hey, Art, how can I help? 0:32:23 - (G): Hey, guys. 0:32:24 - (B): Yeah. 0:32:24 - (G): Okay, so I was wondering, what is the best process to be able to work with clients? Google Business profile. Do you go through their. What's the process what, what you were showing is just how do you do your own, what's the best way to do clients and then also being able to do the local ads through that process? Do you do it through the their Google business profile or do you need to get on their Google, their Google identifier and put that into your. 0:33:01 - (G): Yeah, see what, what's the process? 0:33:04 - (B): So, good question. And let me just make sure I got the full context here. You're, sounds like you're an agency that's running managing Google profile for different clients, is that right? 0:33:16 - (G): In the process of learning it? Yeah, I've got some clients interested in it. 0:33:19 - (B): Gotcha. Okay, cool. So if you an easy way to do this is just to have them invite you to become a manager to their Google profile with you. Just give them the Gmail account and then they can add you as a manager to their account and then that gives you connection under your Gmail. So under your Gmail, when you log in, you'll actually see if you go to business dot google.com comma, you'll see a whole list of all the different profiles that you can manage. 0:33:46 - (B): You can also create organizations inside of that to keep it organized for you as well. But what will really help serve you is to have software that helps you manage. There's reporting involved, lots of really good things about, you know, that you don't get in. Well, let me put it this way. Google's not a UI or user interface company, they're a data company. And so when it comes to the logging in to like their ads or even Google profile, not everything is clear and not everything is built for the best experience. 0:34:29 - (G): Not intuitive for sure. 0:34:31 - (B): Yes, exactly. But there are great UI companies out there that are creating software that integrates with the API and allows you to have much better management experiences, especially when you're starting to work with other clients as well. Maple Pro is a tool that we created to do this. But though what I'm looking at right now is making maybe a little bit of a shift to help serve clients even better. 0:34:58 - (B): And I've been having meetings with the CEO of local IO, which has created an amazing platform for Google Business profile. And we're working on an exclusive relationship where we can help you guys have access to that program that will allow you to better manage your own profile or like in your case if you're an agency, have tools to better manage your clients profiles as well. And there's a lot of things that they've done with theirs that I like a lot more than Maple Pro Maples Pro will still serve you well, but I want to give you guys the best experience, even if that means you're not using my software anymore. 0:35:35 - (B): So that's totally fine with me. I don't want to be a software company, honestly. I just built the tool because it was necessary for us and then we started sharing it with clients. But I found getting a real software company involved that can, can build something even better, may be a better way to use it. So I'll be sharing that probably in the next week or so. But if you want to check out local, let's see, is there a chat here that I can type this in? 0:36:00 - (B): Let me see if I can find the link here because it's not how you think it's spelled. 0:36:10 - (G): Okay, is that going to be integrated, you say, or it's not going to be integrated with your map leads or whatever? 0:36:18 - (B): Most likely because of timing and just wanting to serve clients faster than what it would take to fully integrate. It's not going to be integrated, but I'm going to be able to provide something unique and special through our relationship that I'm building with these folks. The link to local, let's see. So there is, I just put in the chat local IO and then May was asking, or someone asked maple. Well, Wolf said, how can I access Mapleets pro map leads pro you can access, it's just app Dot, mapleadspro, dot.com. 0:37:00 - (B): And if you go there, just click sign up if you haven't created a sign up yet and then register and then you'll be able to access that. But we for Wolf, we also have trainings in the process of guiding you through that setup so that you get it done. You're welcome. But IO we're working on. 0:37:18 - (G): Okay, so can you walk through the process then or give me an idea? Okay, so I just send them my email and then they can invite that. Do I ask for an invitation or I just give it to their, send it to their email and then they go to Google business management. Is that correct? 0:37:37 - (B): So there's probably lots of different ways you could do this, but just in my mind, the way that I think I would do this is if you log into your profile and get familiar of where to go and how to do what you're asking them to do. I think the best thing you can do is during an onboarding call, maybe do it over Zoom or whatnot, have them share their screen and you walk them through the process. Because if you ask them to do it, there's a good chance most of them don't know how to do what you're asking them to do. 0:38:09 - (B): And so if you go through the process, say, hey, here's what I need you to do. I need you to open up Google profile. Where do I go? Well, go business dot google.com dot. Walk them through that step. All right, click this button. You want to go here, add my email. The email you want to add is support, whatever it is, and then that will grant you access. You know it's getting done. You know that they're not, it's not because they're delaying it. You're, it's getting it done right and fast. So that's the way I would do is like first party, second way to do it would be to demonstrate it by recording it on loom and then giving sending them instructions to follow your video. 0:38:48 - (G): Okay. All right. And you, and so if I'm going to be doing the ads, I can do that through the Google business profile on their side, or can I integrate that on my side so I have the. All my ads in the same place. 0:39:03 - (B): Yeah. So two things here, let me see if I can google this. If you're doing ads, I would not do that right from their Google profile because that's going to by default, create a smart campaign, is what it's called. And that's a very simplified campaign, basically giving Google control of where to distribute all your ads. And what it usually leads to is lower performance, in my opinion. I like to have more control and. 0:39:36 - (G): Do it like a sub account. 0:39:38 - (B): Yeah. So if you were to, there's two things you could do. Number one, you could create like your own, like you could share a Gmail account, have them log into their ads manager and then add you as a manager to their account. And then it will show up when you go into log into ads dot google.com comma, you'll be able to see, see their ad id number to click on their account. But a different, maybe a better way for really building a foundation as an agency here is to sign up for an MCC account with Google. 0:40:15 - (B): That's called for manage clients and campaigns. And basically this is more of an agency version where you, and it's free to sign up, you just have to get registered. And do you want a link to it? 0:40:29 - (G): I think I have it, but sure. 0:40:32 - (B): I do have a agency, an MCC account with Google? 0:40:37 - (G): I believe so. 0:40:39 - (B): Okay, cool. So if you log into your MCC account, I just put a link in there for anyone who would also be interested. If you go into settings, you can actually send an invite. And if they. All they need to do is provide you their ad id number, you can send the invite to them instead of trying to tell them where to go to add you, if that makes sense. And then they just need to accept the invitation, then you'll always have all of your clients in one place. 0:41:06 - (B): And the unique thing too here is that it also opens the door, because if they have set up a Google guaranteed account, you'll also. By getting access to this account, you'll also be able to access their Google guaranteed account. 0:41:20 - (G): Okay, now the Google guaranteed. That's for LSA also. 0:41:24 - (B): Yeah, that's the LSA. Yeah. 0:41:26 - (G): Okay. But if they don't have that, then I can't get to the GBP. 0:41:31 - (B): No, no, no. It won't. It won't prevent you from going to Google profile at all. 0:41:36 - (G): Okay, so I. So if I have their. Their number, their Google number, then I can go to their. Through that process, I can get to their Google business profile. 0:41:47 - (B): It's going to be two different channels. One is going to be for paid ads, then there's a whole different login process to get into their Google business profile. Each of those requires their own way to connect. So connecting to their Google profile will only connect you to their Google profile. Then you. To do their ads, you'll have to go through the process, probably through your MCC account to connect to their ad account. 0:42:10 - (G): Okay, so I don't do that. The. I don't. So how do I build their local ads for their Google Business profile? Do I do that in the. 0:42:21 - (B): Yeah, so local search ads. Once. Once you have their. You're connected to their ad account. Most of the time. I don't know if it's. Most of the time. Well, you're going to need to have their help for one little part of this. This is going to be how you create an asset out of their Google profile. Because if you don't have access to their Gmail account, you are. It's unlikely you'll be able to act to connect their Google profile to their ad account. 0:42:52 - (B): But what I usually do is show them exactly how to do it in a video. Or this could be just an onboarding call piece where like now you have their ad account, but you walk them through connecting their Google profile as an asset to their ad account. 0:43:06 - (G): Do you have a video you can see me? 0:43:08 - (B): I do. It's actually in our training in local search ads. It's going to show you how to create an asset out of your Google Business profile. 0:43:15 - (G): Okay. Is that on the. You. You gave me the. You shared. You opened up the LSA for me or the older one? 0:43:21 - (B): It's on. 0:43:22 - (G): It's in there? 0:43:23 - (B): Yeah. Okay. It's in both. One is the program that we're running today. It's probably maybe still locked for you based on the timeframe, but if you go into the older one version that we unlocked for you, you could drop right down to local search ads, watch all of that. But they will walk you through that step, those steps that you need for an agency. Yeah, well, for an agency or for individuals, it's the same process either way, to connect that Google profile, but just putting yourself in your agency, in your client's shoes. 0:43:58 - (B): In order to connect to their Google profile, it has to be done through their Gmail, through their ad account. So they need to log in, they need to click the asset, and then it will discover based on their login, it will know what Google profiles they're connected to. The reason you can't do it, I've tried several times. The reason you can't do it from your agency account may be for different reasons. 0:44:21 - (B): Maybe my reason is because I'm using my MCC account with a certain email and all of our Google profiles are connected with a different email. So it doesn't see that. So it might not be an issue for you thinking about it. But if you get stuck, let me tell you this, watch those videos. If you get stuck on it, let me know. Send us a support and we'll do a loom video for you to watch. 0:44:45 - (G): Okay, cool. Yeah, that would, that would help out. And the other question is that. 0:44:54 - (H): You. 0:44:54 - (G): Know, you're, you're look, looking at using leads pages and those are separate from the website a lot of times, or maybe with a subdomain. Do you have to optimize that to be able to optimize the Google Business profile? 0:45:11 - (B): What do you mean by optimize? 0:45:13 - (G): Well, you know, the Google Business profile, what? You know, the photographs and the posts and all the different things with keywords. How much, percentage wise, does it help for the website to be complimentary and showing intent for that to help it rank? 0:45:33 - (B): So is it about, are you thinking about what you do to your website that helps your Google profile rank more or what you do to your website to help your website rank more? 0:45:45 - (G): The website to help the Google Business profile? 0:45:49 - (B): Yeah. So if you do, probably there are deeper, more complex things you can do. So I'm covering more of the simple stuff, typically because I don't want to overcomplicate things for a lot of our clients. But if you do a sitemap, that's going to help. You know what, what I mean by a sitemap? Yeah. 0:46:08 - (G): Yeah. 0:46:08 - (B): Okay. So doing a sitemap, that will definitely help. One of the things that we've also done is when creating posts, create or services or whatnot on your Google profile, create a supporting page for that service or post on your website and then use that URL in your post to link back to that page instead of the main landing page. But because it's all attached part of that sitemap and all of that, then you're actually creating a different string to tie back to your website. 0:46:43 - (B): And that's another way to kind of like strengthen the web. Does that make sense? 0:46:47 - (G): Okay. All right. So I guess what I'm wondering is what's the, how much value does that is like, okay. It's not really going to rank into the top to the three pack if you're not doing that or it will. 0:47:03 - (B): That's more like added stuff. You're going to get your biggest impact from following the three main things. After once over, optimizing your profile photos, number one, posts, number two, and reviews, number three. Just doing those three. Getting really good at managing all of that. You'll do more for your profile. That's going to be 80 out of the 20. 0:47:29 - (G): Okay. I'm just wondering because it's, you know, I'm working with car lots and different places like that. I don't know, they're going to let me go into their website and because a lot of those, they don't own and they're just, yeah, leasing it kind of. So I don't think they're going to give me the authority to come in and optimize anything. So anyway, so that, that helps me on that. Oh, okay. So I have a client that has, it's plumbing and pools, his name and pools. And so he wants to go, he thinks people are looking up at his place and thinking all he does is work on pools and so he wants to do a name change, his Google profile. He, he hasn't really used it and he doesn't have the right address on it or anything like that. 0:48:20 - (G): So do we start a new Google profile because he wants to switch his name or do we use that old Google profile and try to switch the name on that and then optimize it with everything? 0:48:35 - (B): Yeah. Well, I think the biggest thing I would ask is does he have reviews on that Google profile? 0:48:41 - (F): Two. 0:48:42 - (G): Only two? 0:48:43 - (B): Okay. I mean, he's really starting from ground zero. It sounds like, either way. So you might find it easier to just start the process with a fresh setup. In that case, usually if they have, you know, even a small number is five to ten reviews. I actually like to start with at least that. But if it's two, you, you might, you might just have more loops to go through, having to change the name, change the address, reverify, all of that stuff than just starting a new one. 0:49:16 - (G): Okay. All right. 0:49:17 - (B): And. 0:49:18 - (G): And so his corporate namers, his sole proprietor. He'd be doing dBA for that. Will Google want to have a proof of dBA? 0:49:30 - (B): I haven't seen that, but Taylor in our program would know better because he handles more of that kind of verification process stuff with clients. I am not sure, but maybe digging into the guidelines to review that, what they're looking for, and that might be, give you a little bit more clarity on that specifically. But it's. If he's got signage on his truck that matches the name of the business, that should be fine. 0:50:02 - (G): Okay, good. Okay. Thanks, man. 0:50:05 - (B): Yeah, you're welcome. All right. And we got Peter. And then after Peter, I'm going to have to head out because I've got a meeting at the top of the hour. But it's good to connect with everyone. And I'm so grateful to be able to have these weekly meetings with you guys. We'll schedule another one. By the way, I'm curious. I've asked this before, but I'm just with the new people on. Would you guys be interested if I were to do more of these, but also bring in experts from different industries, such as, you know, systems and operations or email strategists or things like that? Do you think that that would be helpful and valuable to you guys? 0:50:38 - (G): Yeah. 0:50:39 - (B): Yeah. Okay, cool. Well, I'll be doing that. I've got a vast network of people who are always happy to jump on with our community, so. And I'm actually last, I invited the CEO of local IO to actually be part of this and he said absolutely. So we'll may be bringing him in as well. So I've got Peter. How can I help you today, Jared? 0:51:03 - (H): I'll be brief if I can. I'm in a highly regulated industry as a driver improvement program, so. Traffic school. 0:51:13 - (B): Yeah. 0:51:14 - (H): And I service all of Virginia, no other state. I wanted to get your take on what kind of offer I could create. And then I. As a second question, I wanted to ask about reviews. I have a service that I've been using now for the last three months. I switched over after having been with another previous service for five years. And they're all proprietary, but they're not Google reviews. So I wanted to open it up more again, to getting Google reviews. 0:51:51 - (H): The last one I got was four plus years ago. So how do I reignite that? 0:51:58 - (B): Yeah. So if you wanted a platform that helps serve you well, bird Eye could be an option to look in. Have you, have you seen bird Eye? 0:52:05 - (H): I have. I used them as my first one, and it didn't work quite as well. I then switched to Trustpilot, and I've been with them for five years. I've just recently left them, and I switched to a different program called Shopper approved. 0:52:20 - (B): Okay, and, but these programs, they keep your reviews off Google platform? 0:52:29 - (H): No, they do share it, but the reviews are, at least with shopper, shopper approved, the reviews are theirs, but they will filter over to Google reviews. 0:52:42 - (B): Okay. 0:52:43 - (H): So they will translate into stars, so to speak. 0:52:46 - (B): Okay. Gotcha. Okay. So if not, and you don't see clients personally. Right. It's more of a virtual thing that they're going through. 0:53:00 - (H): Correct. Everything's done online and on the website. So I will ask for reviews once they complete the purchase process, and then again at the end once they've completed the course itself. 0:53:12 - (B): Ah, cool. 0:53:13 - (H): Okay, so I've got, I've got a couple of different channels that way to ask for reviews, but it's probably. 0:53:23 - (E): A. 0:53:23 - (H): 3% return rate if that, of the ones that are targeted, and everybody's targeted for reviews. 0:53:31 - (B): Okay. 0:53:31 - (H): But there's a very small percentage of people that will actually provide reviews. Good data or indifference. 0:53:38 - (B): I have an idea, and this is something that I don't see a lot of people doing, but it works really well because it's so different than what you would expect. And have you ever seen the platform video ask? 0:53:54 - (H): I have not. 0:53:55 - (B): Okay, so let me, let me look up the link and I'm going to pop it in the chat video ask. And here we go, in the chat. Okay, so I just got the link there if you wanted. So video ask is a unique platform because it almost creates a sales funnel out of a series of videos with conditional logic. And I found that video is one of the most powerful ways to show up for people, especially in a virtual world, because they can connect to a real person through that video better than any text or content, images even. 0:54:36 - (B): And so what I do is I've created a video ask Funnel that doesn't ask for the review necessarily. It asks for their feedback on their experience first, saying, you know, hey, thank you so much for your purchase your feedback helps us improve the program. We're always looking for new ideas on how to make this better. So I'm curious if I could ask you just a couple questions here, and it's a little video and says, how would you rank your experience with our program so far? 0:55:04 - (B): You know, five stars, four stars, three, two, one, etcetera. Based on their answer. It then moves them to a specific video saying, thank you for the five star review, or thank you for the four star review. What could we have done to make this five stars for you? And they can give a response and then it can say, hey, we really appreciate your feedback. We're glad you've had a four star experience. We'd be one. 0:55:27 - (B): We'd love if you'd be willing to share at least the positive experience that you've had with our clients on Google. And it then moves them into actually leaving the review on Google. If it's three stars or less, it's not going to send them to Google, it's going to send them to a way to leave a response so you can get back to them and fix the issue. But if it's four or five stars, it will actually give them an invite to Google. It sounds a little complex, but the reason I think this might be interesting is because most people, if you're sending them a link to leave a review, that's what everyone else does too. Too. It's not like really different. It's not that pattern interrupt that a lot of really great marketers talk about. 0:56:04 - (B): But if you create a video and send them, hey, I'd love your, hey, check out this quick video I made you. They're going to click on that text link. They're going to see you talking about, hey, I'd love to get your feedback on your experience with the program. Would you just share with me how it's been so far? 54321 stars. Right? Easy for them to click on and they're going to go, whoa, never seen anything like this before. It works great on mobile. 0:56:29 - (B): So does that, do you think that that might be something that would serve them a little bit better or increase the conversion on those? 0:56:36 - (H): It may very well, absolutely. I just don't know if, if my current program will function that way, but I can certainly ask. 0:56:45 - (B): Gotcha. All it needs, all you need to do is be able to send a link via text or email or both to them. And then I actually have set this up. If you get into the review section in our training, I walk you through my exact fun so you can see the whole process of my video review funnel. And then at the end of it, if you go through that funnel, you're going to get my blueprint on how to set this all up for you. So I basically, it's kind of a, I think I'm kind of clever for this. 0:57:19 - (B): I'm giving you training how to do exactly what you do. If you go through my funnel and leave me a review for it too, does that make sense? So I'd love to hear within local. 0:57:29 - (H): Search academy or where do you find it? 0:57:31 - (B): Yeah, in local search academy, you'll find it. And if we want to be specific, let's see, members, let me find it real quick. So it would be under applying reviews, excuse me, amplifying your reviews, and it would be the video review strategy. And you'll actually see it embedded right into that lesson. 0:58:08 - (H): Great, I'll review that. Last but not least, if you could just talk real quick about suggestions on offers for this very highly regulated business, since I'm even capped at the amount of money I can charge a student. 0:58:25 - (B): Gotcha. 0:58:26 - (H): So I'm trying to stand apart from the hundreds that service that are licensed in Virginia to offer that kind of service. 0:58:36 - (B): Yeah, that's interesting. So I think I'd need a little more time and some context and to sit on it and just work through some thoughts to give you some good advice on it. But one thing I found that's really helpful as far as getting ideas, maybe thinking outside of the box in some different ways is leveraging a little bit of AI involved in this process of thinking about how you think through your offer. 0:59:02 - (B): And if you haven't seen it yet, in our training under increasing your conversion, there's a lesson, second to last, one that says using AI for offer ideas. 0:59:18 - (H): I've not gotten to that yet, so I'll be paying particular attention to that. 0:59:23 - (B): Yeah. So that's going to show you a prompt that we created to help you uncover some unique ways of crafting your three point offer framework, leveraging chat GPT. So we give you the whole prompt. You just need to copy paste it, fill in your pieces, and it will show you some interesting ways of positioning yourself that you may have not have thought of before. So that could be a good, a good starting point to kind of think through some of that. 0:59:48 - (H): That's great. I appreciate it. 0:59:50 - (B): You're welcome. Well, I hate to do it. I've got a run because I've got 1 minute and a Zoom call that's happening here. But I love, this is actually my favorite part of the week. So thank you so much for showing up. I look forward to seeing you guys again. And we'll get another one scheduled here that you can sign up here very soon. So I'll do that a little bit later today. Take care. 1:00:12 - (Jared Erni): Thank you for tuning into the four Impact podcast, where we're all about driving positive change through entrepreneurship. Remember, your impact matters and your journey matters. If you found inspiration in today's episode, please subscribe, rate, and leave a review. Your feedback fuels our mission to empower impact driven entrepreneurs like you. You can stay connected with us on social media and go to forimpactpodcast.com 1:00:44 - (Jared Erni): to take our impact marketing challenge. Keep pursuing your dreams, making an impact, and living life on your terms.

[TRANSCRIPT] 0:00:03 - (Jared Erni): This is the four Impact podcast, the destination for impact driven entrepreneurs striving to live life on their terms and create a ripple effect of positive impact in the communities they serve. Where we put your success stories center stage, dissecting the lessons learned and sharing insights and ideas that'll help you amplify your impact. And now here's your host, Jared Ernie. 0:00:38 - (B): All right, perfect. It is great to be back on Friday. We are gonna go into a live Q and a here, but I wanted to actually start with a couple stories and kind of a lesson behind it as well from this week. So let's what I'm gonna do is wait here for a minute while we get get some other folks joining us. I just want to make sure that everyone can join who wants to today? Local search academy. How's everyone liking the local search academy too? I want to make sure that we're giving you the most value possible in local search academy for the lowest barrier to entry for people to join and be able to get the most from this program. 0:01:24 - (B): I've gotten great feedback from several people. I put a post out there, I don't know, a few days back, I think that was asking what can we do more or what can we add to local search academy that will make this even more valuable for you or improve your experience? I just want to make sure that we aren't. It's so important to listen to the audience, not just what we think is good. But I had amazing feedback from that post that really helped me understand. Oh, here's something that I know I can actually do better. I didn't see that before, right? So I love that kind of feedback. 0:02:00 - (B): So I just want to welcome more of that. If you're coming in and you're seeing, hey, you know what, it'd be really great. Focus Academy had this or more time focusing on that, then that's the kind of feedback I want to hear more. The absolute best program for local businesses out there, period. That's my goal. This best programming community. So good to have you guys coming on. I see Amy, Art, Terry, great to have you here. 0:02:26 - (B): We're going to open this up for a live Q and a. And usually what happens is people will start feeding in just as we start. And so as people are coming in, I'm just going to, before we break into the Q and A, I'm going to give you a little bit of a story that kind of came to me this week. I don't know if how many of you guys have maybe like seen those car washes that are popping up everywhere. Those automated car washes that you just kind of drive in, but they're, the thing is, like, they're subscription based, so you just pay a monthly and then you can come unlimited times a month. Have you guys ever seen those in your areas? Yeah. Okay, cool. So a little bit over a year ago, my family and my wife, me, my wife, four kids, traveled the country for two years. We were just like nomads. We back when the pandemic hit, you know, we took an opportunity to sell everything and basically hit the road for two years and travel during that time. 0:03:20 - (B): And it was really incredible. But I got really familiar with these car washes because every place we got, we'd do a month, month subscription or whatever at each of those places, and we'd go just all the time because we pretty much lived out of our car. But we had an Airbnb by the month that we were doing. But, you know, we're in the car so much. So we kept it clean. And I got to know a lot of these car washes, but having gone through so many of them, they're all fairly the same, but there's little things that make a big difference. My favorite car wash that we went to was mod car wash. I don't know if there's any in your area that you've seen, but the reason I like mod car wash the best is because every time we came in, they would always give us an air freshener. 0:04:07 - (B): It was so simple. It was very inexpensive, but it was exactly what made all the difference. It was a little bit of an over delivery. You're going in to wash the car. Air freshener seems nice, right? Some of them have spray bottles or whatever, but they're always kind of messy and like, you got to go find them and all of that. But we always got a fresh pack of air fresheners. And sometimes they'd give us as much as three, the three different scents that they offer. 0:04:31 - (B): And that little over delivery made them my absolute favorite. I'm so loyal to them. In fact, one, a new mod car wash just opened up down the street from me. And guess what? First thing, I'm like the first member in there. I am a true loyal fan. That is the exact thing that we try to teach with our offer strategy. How can you over deliver in a simple, small way that creates a raving customer that will continue to come back? It does not have to be with price discounts. It does not have to be by adding so much more than maybe what you already do. But it takes a little creativity to figure out what is that little touch that makes all the difference. 0:05:12 - (B): There's a study that goes back on tipping in restaurants, and it was interesting to understand, like, how tipping increase based on little things the server does. But what they measured was, you know how usually there's, like, a jar of mince as you leave a restaurant, and some restaurants, you'll notice the waiter or waitress will leave, like, mints with the check. So what they found was if a waiter or waitress left one mint for everyone at the table with the check, the tips would increase about three to 4%. 0:05:46 - (B): So they measured this again, and they said, hey, what if we left two mints per person at the table with the check? When they did that, the tips actually jumped to, like, 13%. But here's what's really unique. When the server measured this again, they would go back and leave two mints for each person at the table. They would leave, and then later they would come back and go, hey, just in case you wanted a few more mints, let me give you some extras. 0:06:10 - (B): And give two more mints for each person at the table. When they did that, tips jumped 21%. And what it goes to show is that, people, there's a reciprocity principle here. When you can surprise and delight your customers, when you can create offers that over deliver, when you can get creative to separate yourself from the competition, do something that's just a little bit more genuine, you're going to get rewarded back. And that's the whole principle behind the offer, concepts that we teach here as well. So I just wanted to share that. It was something that came to me this week, and I thought it was a really good frame to start the day with. So why don't we do this? We've got a good little group here with us. Let's open this up to Q and A's and see how I can best serve you today. 0:07:01 - (B): Now, if you don't, if you have your mic muted, that's okay, but I think there's a way to raise your hand, too. If you want to raise your hand, we can jump over to any questions that you have. Rico, great to see you. Let's jump on to Rico's question. 0:07:12 - (C): Hey, good morning, Jerry. 0:07:13 - (B): Good morning. 0:07:17 - (C): So. 0:07:42 - (B): Rigo, I don't mean to cut you off, but the audio is really choppy. Would you mind just disabling your camera to save that bandwidth? And I think we'll be able to hear you better. 0:07:52 - (C): Okay. 0:07:53 - (B): Can you hear me all right, we can hear you a lot better now. But I, I couldn't understand when you started. Would you mind starting over? 0:07:59 - (C): So after going over the videos and learning that it was better to put bullet points to give more value to the customer, why they should book with us and take action, I've gotten, I've gotten a better response overall. But in the response that I put on the thread, you told me that I should put. How did he tell me? Supportive information and social proof. And I wanted to ask you what would you, what would you referring to that, because supporting info. 0:08:33 - (B): Oh yeah. Thank you. I'm glad you asked this question. So just so everyone kind of understands the, what we're doing here and I wish I could show you the screen, but Rigo, you did a great job. Rigo took the, the module about offer strategy, created a new offer, and then he took the module about implementing that into the website in the proper way so that it's the first thing people see. So he showed me a snapshot in the threat in the community. You could actually check out this post of how he did this and it looks great. So good job on that. 0:09:06 - (B): When I said what you want later down on the website doesn't have to be overly thought through or complicated, but just supporting information by what I, what I mean by that is typically the other stuff you're going to have on a website that just builds more trust and rapport. So there's lots of things that you can do there. One is maybe going deeper into the different services you offer. One could be what's the process look like? 0:09:33 - (B): Why? Rico, remind me what it is that you do. Is it ceramic coatings or. I kind of got that impression, but I'm not sure. 0:09:40 - (C): Yeah, yeah, no, I'm a professional detailer and I got a shop here in south Orange county. Apply ceramic coatings and paint protection film. 0:09:47 - (B): Gotcha. Okay, perfect. So maybe you could have some, some science behind ceramic coatings or the. Whatever it is, but like supporting basically your offer a little bit. What I mean by social proof, the best, I mean the easiest is just featuring great reviews or before and after photos. So like featuring clients and their transformations through your services too. Social proof is a really interesting psychological concept. 0:10:14 - (B): If you were to pass a restaurant and you're looking at a line coming out the door and wrapping around the block, you don't need to know much more about that restaurant to go. I should maybe try that place. It's because you're seeing other people essentially like giving you a signal that this is a good place and our brains are hardwired to look for shortcuts in making decisions. So when you can give social proof in the form of customer reviews that you're featuring before afters, even interviews, or I. There was a guy who kind of similar to your space, but he did window tinting and I've gone to him for every single window tint job I needed with any car that we got. 0:10:57 - (B): And what he'd always do is after the job, he'd take a picture of the client with their brand new windows tinted and then post that on social media. That's another form of social proof. And so doing stuff like that, fun stuff, maybe selfies with your clients can add a little fun element to. But does that help? Okay. 0:11:15 - (C): Right on. No, no, definitely. Thank you. 0:11:18 - (B): You're welcome. All right, let's go to Amy. What can I help you with today? 0:11:23 - (D): Hey, there. I am a newbie, like less than 48 hours, so I apologize for my elementary questions. 0:11:29 - (B): No problem. 0:11:30 - (D): But in lesson 18, you talked about setting up recurring posts with the software. Okay, and which software is that referring to? 0:11:38 - (B): Oh, yeah. So there, I don't. Did you jump through any lessons or skip any or were you going through in order? 0:11:46 - (D): I did not go through in order. I've done all of them up to 18 and passed. But so did I miss something prior to 18? 0:11:52 - (B): There might have been one little part that missed was missed, but I'm going to check because I want to make sure that this is easy for people to understand too. We built a software called Maple Pro that integrates with Google Business Pro. Oh, you got it. Okay. 0:12:06 - (D): Yeah, I did. 0:12:07 - (B): Okay, good. So Maple Pro is where you can actually schedule that. Now there is some like server costs to doing stuff like that that creates more automations. And so right now you'll have a free trial. Like as part of this you have a free essential license for the life of your account. In fact, even if you later leave the membership of local search academy, you still have that lifetime essential license with Maple Leeds Pro. But when you want to access more of the automations, there's a small subscription involved to help sustain the cost of the servers and stuff. 0:12:41 - (D): Sure. 0:12:42 - (B): Okay. 0:12:42 - (D): And then I have a couple more questions I want you to hold. I'll let somebody else talk. Is there a place and it's. I probably because I was going through the classes and I was taking notes, but is there a real nice screenshot or list somewhere of what exactly there has to be and I've just overlooked it. What you get. Excuse me? For the dollar 99 a month program. 0:13:02 - (B): Oh, that's a really good question. Let me see if I can. I should maybe put like a roadmap or something out there is like one of the introductory lessons that could walk through a little bit more of that. So it's very clear. But I'll explain what you're getting here. And it's all kind of like inside. When you go into the members area and you're looking, everything's there. But to kind of like illustrate this, number one, you're going to get all of our lessons. 0:13:33 - (B): As you can tell, there's like a big block that's unlocked. But what we found is that people can often skip ahead, not implement the steps in the right orders. What we want to do is really pace you and not overwhelm you. And so at a certain point you're going to see that the lesson blocks are locked and we'll unlock each week dripping more content for you to follow. That way you can spend the right amount of attention mastering each module and then also doing it in the right orders. 0:14:02 - (B): But you'll continue to see we're going to add more lessons as we continue to go with this. So you will always have a good stream of content that's always going to help you in the right order. In addition to that, every week we're adding new marketing tips. So the marketing tips are going to be little hacks or things that we're seeing or keeping you on the cutting edge of what's coming up, what's new with Google, things like that. So you can stay on the cutting edge. 0:14:25 - (B): You're going to have access to the community, which this is really great because like right now we're part of this little community here. But you've got a lot more people who aren't on this live right now, which you can actually post questions and get feedback from us, my team and the community as well. We're going to go live weekly as long as. And actually one of the new things that we're going to be doing is bringing in experts in different areas as well. 0:14:50 - (B): So you can learn things about social media, you can learn things about systems in your business, learn things about email strategies, things like that. So we'll be bringing on experts at some of these Q and A's as well to implement that. And then, of course, the software involved. So those are the big components of what you're getting with continued dollar 97 per month access. Does that help? 0:15:14 - (D): Absolutely. And I'll let somebody else ask because I've got a couple other little questions. 0:15:18 - (B): But let somebody else go well, we have a small group and plenty of time. So if you want, go ahead and ask your other questions, and then we'll. We'll move on to art. 0:15:26 - (D): Okay. I am so new with this. I like, for my personal antique business, I've, like, I'm doing the business brick and mortar, and I bought the domain I want I had planned on before I found you to use. 0:15:41 - (E): Oh, gosh. 0:15:42 - (D): Go high level for my customer database and all that. So my question is kind of two fold, I think I'm figuring out as I go through these lessons that if I use jotform.com, comma, I maybe don't have to use go high level, even though I think it's a phenomenal product and I still may, but I don't have to. Am I understanding that right? Because Jotform will help me with a lot of things. 0:16:06 - (B): Yeah. So Jotform is in. One of our lessons. We're going to show you how you can integrate Jotform into your website to essentially turn any website into a sales funnel that has that ability to generate a lead and move them through the steps. The main difference between a sales funnel and a website, a website is built with a lot of pages. A sales funnel is built in steps that guide someone through a process. 0:16:29 - (B): And Jotform can be a tool that allows you to do that. We actually used to have a version of our training that went deeper into high level so that you could build a real system around it, because one of the reasons we took that out is because high level can get a little bit complicated if you are new to it. And Highlevel is a really great platform to scale with, but it often becomes overwhelming, too, for someone who is newer to it. So we decided to help people get wins. And to work through this, we're going to actually use Jotform as a very simple tool to teach you. And you can use point. When you're scaling, you may want to turn, migrate this into a system like high level to scale with. 0:17:21 - (D): Okay. And I apologize. My dog just got into my recycle. 0:17:26 - (B): Okay. 0:17:27 - (D): So then my very, very other very basic question is, I don't want to make this a high level session, but in my simple little head, because I hadn't gotten into high level yet, I was thinking that they would host my website, but maybe I misunderstood that. But if I use, what's it called? Jot form, I want to go somewhere, like, to GoDaddy or somewhere, and get my website hosted. Is that correct? 0:17:50 - (B): Yeah. So high level does host everything for you, so you don't need to pay for another hosting fee or service or like that. If you do something a little bit simple, like Wix is a common website builder. Godaddy has one. If you just need, like, a simple website builder, put something together. Those are other great options. I know GoDaddy will give you everything you need, wix will give you everything you need. And then you can integrate jotform to help you facilitate the lead process through it. 0:18:18 - (D): And is there one that you feel like communicates better with Jotform than another, or are they all. Pretty much? 0:18:24 - (B): No. Jotform is very easy to link into. We'll show you exactly how. Basically any website you can create in any platform is very easily linked to Jotform. There's several different ways to do it. You can, can either embed the iframe and have the form directly in your website. My preference would be create a button and then link that button directly to Jotform and it'll. Yeah, there's not one that works better or worse. 0:18:48 - (D): Okay, very good. Thank you. 0:18:50 - (B): You're welcome. All right, let's go to art. 0:18:56 - (F): Hey, there. How are you doing? 0:18:57 - (B): Good. It's good to see you. 0:18:59 - (F): Yeah, I've been in the course maybe two days or something like that. 0:19:03 - (B): Okay. Pretty soon. All right. Yeah. Am I. 0:19:05 - (F): Am I lagging? 0:19:07 - (B): Just a touch, but it's okay. 0:19:09 - (F): All right. So I have an marketing agency, and the majority of what we do is Facebook ads. And I have client. We also do websites with squarespace, typically. 0:19:22 - (B): Okay. 0:19:23 - (F): And so what I'm looking at is being able to help them with their. Their SEO, particularly the Google Business profile. And so when I saw your advertisement or promotional piece, you were talking about using the funnel instead of, you know, you don't have to do a lot of SEO, and we just use a funnel to be able to rank with the Google Business profile. And so I was wanting to have a little bit more clarification on that, how that works, because it looks like it's going to be 30 days before I can even take a look at how the funnels work or. 0:20:07 - (B): Yeah, I got you. 0:20:10 - (F): 30 days to know how that works. 0:20:13 - (B): Sure. No, I completely understand. And if you want here, why don't I do this, too for you? Let me log in here and find you. What I'm going to do is unlock the old version of local search academy. So if you want to jump ahead, there's some stuff there that I think will be really helpful for you as an agency. More into while we're doing this. Let me just find you here real quick in there. Let's see. Art gray, right? 0:20:43 - (F): Correct. 0:20:44 - (B): Okay. Okay. So I'm adding a new component to your account that says LSA old and that will give you a way to jump ahead to some of those things that I think are going to serve you and what you're needing. But to answer your question, as far as SEO and Google profile, some consider it kind of the same, but really, I view them completely different channels. The concept of SEO is to do the activities that will help your website rank on the first page of Google. 0:21:19 - (B): Google profile is all about ranking your profile in the maps. And the big shift here is that, as you probably know, because you're in the space, SEO is super competitive. I mean, there's very little real estate for you to win. And you're competing not only I don't know what businesses you work with, but many businesses are also competing for SEO against Angie, Thumbtack, Yelp, Homeadvisor, these billion dollar organizations that it's really hard to compete against. 0:21:49 - (B): So where you have a big advantage is that 92% of businesses that set up their Google profile rarely touch it. You're actually moving yourself to focusing in an area that everyone's missing. And because of that, it doesn't take as much effort for you to see results with Google profile. But the shift is we're not trying to rank your website here, we're trying to rank your profile and your profile will drive traffic to your website. 0:22:11 - (B): So it's kind of like a little change in how you think about it. But that is going to help you really create more stickiness to your clients because I often hear a lot of clients coming to us that are like, man, I paid this SEO guy and then this guy and this guy and this guy, and they say it's going to take twelve months or a six months or whatever, and then I'm not getting the results that I wanted. 0:22:32 - (B): And so you're going to be able to get clients what they're really paying you for by integrating Google profile into the process here. But more importantly, everything's magnified when you integrate good offer strategy and sales funnels too, because it's not just a traffic problem, it's also a conversion problem. When you put those things together, you're pulling two levers for your clients and that is going to make you super valuable to them. 0:22:57 - (F): Great. Okay. All right. And so then the emphasis then is on the Google Business profile and then optimize for the keywords of the Google. 0:23:14 - (B): Business profile, it cut out and I had a little background noise. But do you mind repeating the question? 0:23:21 - (F): Okay, so on the website, are you optimizing it to show intent with the keywords that you're using on the Google Business profile, or does that matter? 0:23:37 - (B): Well, we don't focus as much on it. It's still good to go through like a one time optimization for SEO purposes here, but I spend a lot less time doing the blog posts, backlinks, things like that that are typical strategies for ongoing purposes. What we're going to work on more is building, having consistent, fresh content published your Google profile every single day and feeding the algorithm fresh content. Because when you do that, you're signaling to the algorithm and Google that you're a relevant business and it's going to position you in the map section a lot better. 0:24:11 - (B): One tool that might be really helpful for you here, and we don't have this in Mapleds Pro. I wish we had, but we're working on it. It's in the product development timeline, but there's something called like a heat map and local dominator. Let me just check out here. 0:24:26 - (F): I've got that. 0:24:27 - (B): You've got it? Okay, perfect. Local dominator is a great place for you to measure your clients results with Google profile and being able to like schedule a new run every month so you can see the progress. 0:24:40 - (F): Right. And if you don't use it very much, I mean, I've got it for free right now. Okay. Which is kind of cool. I'm not using it a great deal, but I think it's a really neat product. So are the clients able to use the, what's your product name? 0:25:00 - (B): Ours is Maple Pro, map leads Pro. 0:25:03 - (F): Are they able to utilize that or do I do it for them or was the process there and is it white labeled or. 0:25:10 - (B): I don't have a way to really white label it right now, but if you create an account, you could actually set up your Google, your clients Google profiles into your own account to manage it and run reports from it. But to do that, to do what you want to do for them, you'll probably need to add the subscription behind it. What I would do is just have the clients what they're paying you just kind of like build it into the price. 0:25:33 - (F): Okay. All right. And so then would they be using the program to. I haven't gone through the program yet. And does that load the images? Do they use it to respond to reviews? Do they use it to upload? 0:25:51 - (B): Yeah, it allows them to manage their keywords. And understand what they're pulling, what they're being found for, and giving you opportunity to discover keywords that you want to rank better for. So you're building content. You can manage all of the content on your Google profile from within that platform. It will give you the best insights out of everything out there that I've found. Because what we'll do is through the API, we're going to pull in all the data for up to twelve months for your client. And then going forward it will add like from that time onward, so you can actually look at data over a longer period of time and understand patterns and recognize things that are working and things that aren't, which is really cool. 0:26:31 - (B): It will monitor your reviews and you can set it up to automatically respond to those reviews because that response is a really good trigger for the algorithm to help you with it. If you can respond to those reviews within 24 hours, that's going to be the best. You can schedule posts so you can set up a recurring post schedule so that it automatically publishes every single day for you. And the one challenge though is photos. Google actually changed the way their infrastructure looks when you add photos not that long ago and ours is kind of still messy, being more tailored to the older version of Google profile than the newer. 0:27:09 - (B): But photos has always been a challenge because it's so much easier for the client to upload those photos right from their Google Maps application than for someone to do it for them. But my recommendation is don't try, try to do all the photo management from Google profile. Or I mean, excuse me, from Mapleets Pro. Do that from the cell phone, it's so much easier. Or for you, you can do it from the computer, but everything else is really better when you're managing it through map leads pro. 0:27:37 - (F): Okay. Okay, let's see. I had another question. Okay, so are the responses AI generated, are you talking about? Each response is done by the individual. 0:27:59 - (B): Say it one more time. 0:28:01 - (F): Are the review responses, are those AI generated or each individuals? 0:28:07 - (B): Ah, so you can actually manually do it, right? From Appleeds Pro. I love the map leads Pro platform for this because it's so much easier to find the reviews and respond to them and manage those than trying to do it from the native Google platform. But you can also set up an automated review too. So it just depends on what you want to do, but you can do automated or manually. 0:28:30 - (F): Is that AI generated or is just like a. 0:28:34 - (B): No, that'd be cool if it was. We're not there yet, but hey, that's a great idea. 0:28:40 - (F): So how many? I have a. Like a trucking company that has, like, nine location. Nine locations would be able to manage those. 0:28:50 - (B): Nine. 0:28:50 - (F): Or how is that? 0:28:51 - (B): Yeah, it would. You'd have to set up a profile for each of those locations, but it could manage all of them for you. Or you could use it to manage all of those. 0:28:59 - (F): Okay. And now do I need the password? How do I. How do I link to the Google Business profile? 0:29:05 - (B): You will need them to add you as a manager to their Google profile first. And then once you're added as a manager, then when you log into your Mapleds pro account, you can click add new account and then authenticate it with the Gmail address you used to become a manager, and it will show you all of the options that you can add into show you all those locations. Does that make sense? Yeah. 0:29:31 - (F): Yeah. Thank you. I appreciate it. 0:29:33 - (B): Yeah, you're very welcome, Art. It's great to have you in the community. There's anything else that I can do to serve you, just let me know. 0:29:38 - (F): Okay. 0:29:40 - (B): All right, we've got Johanna. 0:29:45 - (E): Hi there. Are you guys able to hear me now? 0:29:47 - (B): Yep, we're able to hear you. How are you? 0:29:49 - (E): All right, good. How are you guys doing? 0:29:51 - (B): Doing great. What can I help you with? 0:29:54 - (E): So I started using Mappy leaks pro. 0:29:58 - (B): Okay. 0:29:58 - (E): And I have a question about the flow steam piece. So when I'm going in and I'm adding the post, it's asking me to change the pictures resolution, which I'm doing. Does it have to be named the same for Google to pick it up? I guess at a higher ranking or. It doesn't really matter in terms of the naming convention that I'm using for it. 0:30:24 - (B): Yeah, that's a great question. So it doesn't really matter the naming convention you're using now. It used to, and that used to be something that people would do where you would actually change the title of your picture and upload it. You could put keywords and things like that in there. But today what we found is that Google is now stripping most of the metadata out of photos. If you've ever used Google lens before, this is an application that Google develops with AI that basically really understands what's going on in a picture. 0:30:53 - (B): And that's, I think, what we see today with Google profile, the only piece of metadata that I feel like they're still using are geotags. And so it's a great. If you're a service business, it's always really great to upload photos. Like if you're out installing an h vac unit, take a picture of it, upload it directly from your phone, and it incorporates that Geotag showing Google the geographic locations where you. Right. 0:31:20 - (E): Would you recommend that if you're a service business, go in and take a picture in the area that you serve, therefore we'll pick it up and help out? 0:31:28 - (B): Yeah, absolutely. 0:31:29 - (E): Okay. My next question is, how can I make my post to be more effective? Because what I have noticed is, and I don't remember if you remember about myself and my husband. So we have a painting and remodeling business. 0:31:42 - (B): Okay. 0:31:42 - (E): And he does and he takes the pictures and our business Google profile will be ranking higher. Like, we could see it in like 3rd, 2nd place. 0:31:52 - (B): Good. 0:31:52 - (E): Okay, I go and I post and it's not as effective. 0:31:56 - (B): Yeah. 0:31:57 - (E): When the moment that he stops uploading pictures, it's like, okay, we see our ranking going down. So I'm just wondering, what can I do to bring back the post to be more effective? I mean, I have, I have put it about promotions that we have going on. I have put about like different tips, like related to our business, but I'm just wondering if I'm missing something. 0:32:19 - (B): Yeah, no, you're not missing anything. I've always called photos the secret weapon for Google profile because you get the most traction when you're consistently adding photos to your Google profile. One of the things that I would recommend if you haven't done this is called batching. So on your next project, make sure you take like 20 or 30 photos just from all kinds of angles and then put them into an album that you can just store on your phone. I like to use Google Photos because it's easy to do from there. 0:32:50 - (B): And now you've got 30 photos that you can use. And just once a day add a new photo to your Google profile. That way you don't have to like photo dump one day and then have a dry period before the next project. You've got photos you can just consistently keep adding because what kind Google likes more. It's much better to add 100 photos over time than it is to add 100 photos once and then none after that. 0:33:14 - (B): So you want to have consistency and frequency happening. Now, the other thing about your posts is utilizing Mapleds Pro. You can actually schedule recurring posts, so you're still going to get some impact from that, but your photos is going to be a good a thing to stay consistent. 0:33:32 - (E): We have been doing that, so we tested it out. So the days that he will post or I will post or I will leave it on automatic to post plus he will upload the picture like automatically. 2nd, 3rd place. And that was my goal. But the days that he didn't have a picture and I was just not scroll, posting it will be like, oh, number 19, number 20 or 20 something. 0:33:52 - (B): Gotcha. Gotcha. How are you measuring it too? Are you just googling it or do you have a tool that you're looking. 0:33:59 - (E): I'm using a tool. I cannot remember the name of it, but let me see. 0:34:06 - (D): How. 0:34:07 - (E): My computer's one. Gmb everywhere. 0:34:10 - (B): Oh, okay. Gmb everywhere. That one. I use one of their Chrome tools. Gmb. Let me take a peek here real quick. Yeah, this chrome, this one's a pretty good tool. It'll also show you different categories that all your competitors are listed under. So you can go back and make sure you're not missing some categories. Because almost every business is missing categories that they should actually have in their business. 0:34:42 - (E): And we have done that. So what I will we did is we took our competitors in the area, the highest ranking ones, and then just put them through the tools and making sure that we have way more categories than all of them. But I guess they're more established in terms of the Google profiles. Probably they get more contact. Who knows? So I think that we have covered that. I feel happy and I think mad pro has ranked us or has score as higher in that. 0:35:11 - (E): It's just that picture that, for example, right now it wants like, oh, front back or something. And we are so we don't have that. I'm guessing it's referring to a, like a brick and mortar kind of a. 0:35:25 - (B): Business, but it's okay. 0:35:26 - (E): I keep telling you pictures of something else. We can post it in there as long as we're feeding pictures into the Google business profile. 0:35:36 - (B): Yeah, yeah. Pictures are going to serve you well. You could also do pictures of your truck with the logo on it or going in different areas. Like it's okay to have 30 pictures of your truck in front of different jobs that you're doing. The thing about pictures and posts is that this is not content that most people are going to see. It's more content for Google to consume, to understand your business, so that you rank in the map section. Because most people aren't going to drill in very deep into your Google profile before they click to look at your website to check you out. 0:36:08 - (B): So it's less about trying to get in front of people. I shouldn't say that because that is the goal. It's less about getting your content viewed by people and more about feeding Google. So Google will feed you. 0:36:21 - (E): Right. Do you think it's effective to put. And that goes into my next question, if you don't mind. I've been writing them down as I'm going through the training material. 0:36:30 - (B): Sure. 0:36:31 - (E): So do you think it's effective to put before and after, as you, you said, like going in and probably show how a job looked before? 0:36:39 - (B): Yeah, yeah. I think that's going to be great for you guys. 0:36:43 - (E): Okay. And I think you already answered my last question, which is how to get more traction and ranking higher, which is basically what you're telling me is feed the algorithm with pictures, even if you have to take 20 pictures of the same and different angles and then just speeding up once every day. 0:37:00 - (B): There you go. Yep, exactly. Good job. I'm glad to hear that you're doing well with it. So keep it up. And then there is, for everyone, there is a certain threshold you're going to hit with how much your Google profile will benefit you in traffic and business and all of that. That's why in later lessons we go into local search ads, Google guaranteed retargeting, because now what we're doing is we're taking the old method of traditional SEO and showing you the new method to getting traffic and showing up organically. 0:37:31 - (B): But then when it comes to traditional pay per click, we're showing you the new method, which is local search ads, which is only, you're only able to do with Google profile. So local search ads, Google guaranteed retargeting, these are all going to be paid strategies that will help you amplify and scale as well. Great, we got some more hands up. Let's see here. Let's go over to, I don't know who was next, but I think I see, I think Rico might have been next. Rico, did you have another follow up question? 0:38:04 - (C): Yeah, I was going to ask you, Jared, if it's possible, can you post a video of what a supporting info page looks like? Because that really helps me out a lot when I look at your videos so I can get a visual what I would need to do on my end. 0:38:20 - (B): So let me, let me share with you my screen here. And I think maybe I could just walk you through some. So can you see this? Can you see my screen over here? So you can see they've got their offer right up here at the top. And then the next thing they do is they have some information about their unique product, a video that goes with it. They're building trust by showing people they've worked with. They're going their whole house wellness program. There's four dimensions to it. 0:38:54 - (B): They're going to see some social proof coming down here. That's what I mean. Reviews and then it into the offer. 0:39:02 - (C): Can I do that? Is that recommended to do it? To do to each page of my service on my website? 0:39:08 - (B): Yeah. So you can literally do follow this for every service that you have. So now you talk about ceramic coatings and you break down. Why ceramic coatings? Social proof about cement coatings and reframe the offer. And, you know, any other service that you have, does that help having that visual? Yeah. 0:39:30 - (C): Oh, no. Totally. You know what? Honestly, since I've been looking at the videos and I've been making the modifications on my website, it's just, it just helped me out tremendously. Like, okay, it's just getting the leads that I'm getting. Not that it solved my problem, but I was getting a lot of. Should I said deadbeat leads. Now I'm getting solid concrete leads through my door right now. 0:39:54 - (B): Yes. Oh, I'm so glad to hear that. Good job, Riga. 0:39:58 - (C): Thank you. 0:40:00 - (B): Keep it up. That's exactly why I created this, because with a few simple shifts in how you position your business, you'll see a bigger impact. The challenge today is not starting a business. How do you cut through the noise? And now you're doing it a little more effectively than your competition in your area and you're seeing it pay off. So good job. Thank you, Jarrett. You're welcome. We'll go back up to. 0:40:22 - (B): I'm going to, I'm starting to run a little short on time because I've got a meeting I'm going to be coming into. So I see Amy and art. We'll start with you, Amy, and we'll finish up with art. 0:40:32 - (D): So real quick, I don't know how long you've done the affiliate program, but two questions about it. One, is there specific training on the affiliate program just because I'm kind of ignorant when it comes to all this stuff, or do you have Q and a like that for the affiliate program? And then my second question is, is there a commission available for if you help sell that seven figure marketing system? 0:41:00 - (B): Yeah. So great question. So the, the affiliate program is new. I launched it last month to come into this month, and I'm going to be actually starting an announcement where we're doing a new competition so everyone who wants to participate can share the program. And we're actually going to give away a brand new MacBook air to help you with your business for the winner of that competition. And there's going to be some other prizes as well. 0:41:27 - (B): But with that said, I actually don't have a lot of training on this. This is stuff that's kind of new and I'm just going like implementing as quickly as I can. But what I can tell you is it's not going to be a difficult sell. You don't have to be the expert to say, hey, here's everything you need because what you're going to be doing is sharing a link to a landing page that basically shares it all for you and does the selling. 0:41:51 - (B): So if I were to show you real quick what that looks like, it's going to look like, let's see here, like this. And, and then it will break down everything that they're going to get and it's going to be kind of like how you guys joined, where they just, they get everything for free, just pay shipping to start and they'll get into the program and be able to benefit from the value of it. So, you know, if it's not hard to sell at least $10 to start something for free and see how it works for you. But all of this supporting information, the offer, the testimonials are all there. 0:42:26 - (B): Videos and snapshots of results keep going down the background of my story, where I come from, what I'm doing, things like that, and then frequently asked questions. So all you need to do, or should be able to do is go, you know, reach out to someone you might know could, could benefit from this and say, hey, I'm part of this program. It's actually really cool. You can join for free if you just cover the shipping and try it out, see if you like it. 0:42:52 - (B): And then anytime, every time someone renews, you're going to get 40% commission off of that. You could tell like most affiliate programs do very little in terms of the percentage of commission. We wanted to do 40% because to me it's not as much about the money as it is about how can I get this, how can I create the largest, best community for local businesses? Because local businesses get overlooked all the time in so many ways, especially when it comes to marketing strategy. And I want to create a community that can serve you guys much better. So hopefully that helps. 0:43:27 - (B): And if you log into the affiliate center, there's an actual example that you could send out if you wanted to use that. 0:43:33 - (D): Yeah, I've done all that. 0:43:34 - (B): So. 0:43:35 - (D): And then is there a commission? Go ahead. 0:43:37 - (B): Yeah, to answer your other question. So we do offer a high level coaching program where we personally build the seven figure marketing system for a business, install it into the business, and then train them on how to scale with it going forward. This is typically for those businesses who are looking to generate seven figures or a million dollars a year and get there as fast as possible with the least amount of time, effort, and money. And so that becomes a much more very involved process. 0:44:05 - (B): And we don't have a official affiliate program for that, but we do offer a referral fee. So if you have someone where that is a much better fit, just let me know right now. I don't have like, an official form or anything like that, but if you just connect me with them and they become one of those clients, I will make sure that you are. That we thank you in a very nice way. 0:44:26 - (D): Thank you. Perfect. 0:44:28 - (B): You're welcome. All right, Art. Yeah. 0:44:32 - (F): I was going to see, on the leads pages, are those always connected to a website, or do you have something like you're not using go high level, but with high level they have leads pages that you're able to utilize. What, what are you utilizing for leads page if they don't have a website? 0:44:51 - (B): So in our training, we show you how to use jotform to be able to generate the lead. But that's a kind of a very simple system to put together. I wouldn't call it a system yet. It's kind of like a simple fix to create a funnel out of your existing website. But in our program, we use high level all the time. So we're actually just building funnels for all of our clients that we're working with in our coaching program, and we're. We're building a whole system for them through it. 0:45:19 - (B): I don't know. I. Knowing you're an agency, do you have the agency version of high level? 0:45:24 - (F): I've had it before, but I. I'm not using it right now. I had it on, like, pause. 0:45:31 - (B): Oh, I see. Okay. So it could serve you as you grow your agency. It could serve you probably really well if you're at a point where you want to reactivate that and then build things inside of high level for each of your clients, because you can spin up a new instance for them to be able to log into high level and have access to all of that. But you have an agency account that manages all of those clients, and that. That can be a really great thing. We actually set this up for one of our clients who started a bootcamp, then started a second location, then a third location, and now adding franchises all over. 0:46:04 - (B): And we set him up with an agency version of high level. So his franchise, franchisees can log in without having access to all of the other locations as well. 0:46:15 - (F): Okay, good. 0:46:16 - (B): Okay. 0:46:17 - (F): And so does each one of the, your clients have access to build funnels and things like that where they could screw stuff up or how do you. 0:46:27 - (B): You can manage that? But usually, so you can manage the permission levels that they have so they don't mess everything up inside of it, but they can access what they need so it is manageable. 0:46:40 - (F): So you're not just giving them like, was the program leads connection or something like connector. Yeah, yeah. You're not just doing that. They have access to the program. 0:46:49 - (B): Yeah. They have access to their, their funnel system as well. But most of our clients, for us and the way that we serve them, we want them to be able to feel like they can go in and make an adjustment and if they mess something up, we can come in and fix it. It's not been an issue for us. Yeah. 0:47:03 - (F): Yeah. Okay. All right. And then on the offer, how, how do you, how do you see that that's able to create clients with more intent and less tire kickers? 0:47:18 - (B): So this, if you have, have you ever heard of this book, $100 million offers? Okay. So I always, I think this is the bible of offer strategy. This and magnetic marketing by Dan Kennedy. And what has clearly comes to, here's what I see a lot, and I'll just give you a good example of like, service businesses. The offer everyone uses is get a free estimate, contact us for a quote. It's like, that's not an offer, though. 0:47:48 - (B): That's just a call to action. Everyone is saying that. So they expect you to go their website, see that they offer painting or roofing or whatever it is, and then contact you for an estimate. But we're not actually sharing why they should contact us. So what our offer does, we'll break down three bullet points that will break down what the value is they're actually getting when they come through. Work with us. The first one is going to focus on selling the transformation, not just the service. 0:48:15 - (B): So most people say, hey, I'm a roofer, but we're going to say, hey, let us give you a quote to protect your greatest asset. Does it make sense? 0:48:24 - (F): Right? Yeah. 0:48:26 - (B): The second bullet point is going to be an emotional benefit. This is, we're going to talk about the limbic, the limbic messaging that activates the decision and emotional parts of your brain. But no one talks about emotion, feeling like, hey, have peace of mind, your family is safe, and your roof is protecting your home. That's going to really help you resonate with 40% of a decision is based on emotion. So we want to touch on that. And then the third is what I was kind of sharing earlier, the value add on this is your opportunity to over deliver in a very unexpected way right from the start. 0:49:00 - (B): So a good example of this was my, the flooring contractor we did. This was one of my favorites where he said, when you get a new floor installed by us, we'll give you a free roomba vacuum to keep it clean every night. 0:49:10 - (F): Right? 0:49:11 - (B): No contractor does that. And that is what makes it so different. Now, when you add that to your free estimate offer, now it feels like a real offer, not just a call to action. And that moves more people forward. So you're going to get the people who are price conscious. There are always those people out there. They're going to be a little bit like, I don't know. Right? Because this sounds expensive. 0:49:33 - (B): The people who want the most convenience, quality and value, the people who really want the value out of it, they're going to move forward. And that's why you're going to get stronger, higher quality leads through it. It's going to increase the lead volume. And more importantly, you're going to be able to scale your business much easier. Because at the foundation, your offer is what converts. 0:49:51 - (F): Okay, thanks, man. 0:49:52 - (B): You're welcome. All right, guys, I've got a run. Sorry I can't stay longer. I absolutely love this. If you have any comments or feedback of what we can do to improve local search academy even more, let me know. But I look forward to seeing you guys next week. 0:50:08 - (Jared Erni): Thank you for tuning into the for Impact podcast where we're all about driving positive change through entrepreneurship. Remember, your impact matters and your journey matters. If you found inspiration in today's video episode, please subscribe, rate and leave a review. Your feedback fuels our mission to empower impact driven entrepreneurs like you. You can stay connected with us on social media and go to forimpactpodcast.com 0:50:41 - (Jared Erni): to take our impact marketing challenge. Keep pursuing your dreams, making an impact, and living life on your channel terms.

[TRANSCRIPT] 0:00:03 - (Jared Erni): This is the for Impact podcast, the destination for impact driven entrepreneurs striving to live life on their terms and create a ripple effect of positive impact in the communities they serve. Where we put your success storyies center stage, dissecting the lessons learned and sharing insights and ideas that'll help you amplify your impact. And now, here's your host, Jared Ernie. 0:00:38 - (B): Well, I guess it's morning for some. It's noon, where I am looking forward to going live in the group today. We've got probably a few minutes where people will be joining and coming on, but this is our live q and a where you have an opportunity to join me, or sometimes it'can be members of my team to go into some of the questions you have about local search academy, maybe specifics about your, your specific situation or some of the things you're seeing that you, you haven't been able to kind of like execute on. 0:01:08 - (B): This is where you get that live support and some direction to keep the momentum. And that's why we've created more of a community around this to be able to provide that kind of opportunity for everyone. So as we are getting people joining. Oh, good. It's good to see you guys on there coming on. Great. I'm going to give you guys a little bit of a glimpse in what we're seeing here because we recently redesigned local search academy to simplify it, make easier wins out of the modules. And I've gotten some good feedback from people largely around, you know, how we're dripping the camp, dripping the training. 0:01:47 - (B): We've done that to simplify it, make it so you only have one little thing to focus on each week, and it gradually builds on each other. So your wins keep compounding as you go through the program. We've had some people just ask, can you unlock everything for me? And I've tried to look at being able to do that, but the way that the platform is structured, I can't unlock it for some and not for others. And so I'm trying to figure out the best way to serve you. But if you have any thoughts on that, I'd greatly appreciate that, too. 0:02:14 - (B): One of the things I wanted to lead with before we go into the live Q and A's is a couple things that we've seen with some clients recently that I think will help you see a bigger picture here with Google Business profile. Ron has started working with us. I think it's been a little over 30 days, not that long, but Ron is in the business of doing patios. What do you call them walkways, brick masonry type of things, hardscape stuff. 0:02:42 - (B): And he has shared with us that over the past years of his business, he's never seen the type of and the number of calls coming in from anything else he's paid for. He's just been implementing the Google profile strategies and he's been getting a big increase in the call volume coming through, which is so great to hear. Now his is happening within 30 days sometimes for you guys. I don't want to give the false impression that this happens in two weeks or immediately. 0:03:10 - (B): There's some businesses that require about three months of being consistent with activity to really get to that point. Everyone has a different Runway. There's other factors that we cannot control when it comes to your Google Business profile, such as seasonal search volume, your marketplace conditions where you're located, the saturation of competition. There's a lot of layers to this that we can't control. So we're going to focus on the things we can control. 0:03:35 - (B): And what I can tell you is if you do this, you will see results. It might be faster for some and more gradual for others, but it will always go in the right direction for you. So just want to say that. And then the other thing is, we had another company working with us. I was on a call with him earlier this, this week, Vince. He does mold remediation, and he shared with me that in the past with his ad campaigns. 0:04:02 - (B): And I'm going to talk about some paid ads here for a second because I'll tie this in. Why? Why I'm doing this. But with his paid ad strategies on Google Ads, he used to get leads for close to $100, like $100 a lead. And he was happy with that. But over time, it continued to go up to 200 and $300 a lead. And it was just like the pay per click costs going up, up, up, up. But when he implemented the paid strategies that we've shared with him, his cost per lead is now around five to dollar a lead. 0:04:33 - (B): He is crushing it and he couldn't help but get on and share that. He's had the best week in business ever using this strategy. And I say this because that is a paid element. One of the reasons we can see tremendous results and the things that will magnify your ability to really scale your business. It's not just Google Business profile. There's a lot of layers behind that or that that amplify the results you get through Google Business profile. But Google Business profile is your gateway to get that. 0:05:07 - (B): And so some of the things we see is that there's a threshold in how much you can get out of your Google Business profile just based on other market conditions you can't control. But to get beyond that threshold, then you go into some paid strategies that will help you amplify that. And that's one of the modules that we'll unlock later on in this program, is how you can do that and be able to take your business profile and sponsor an ad in the map section. 0:05:34 - (B): This is something most people don't know how to do, and you see it now and then, but most people are like, I've never known how to do that. That's why you can win easier there. When you do something like that, you get a leverage. The higher level of trust people have in the Mapion, you get to, you get more rotations better because there's far less competition and you get to target based on specific geographic areas and keywords as well. So that's coming up in the training as you continue through the process. But wanted to just share a few of those things. So you can see kind of a bigger picture here. 0:06:08 - (B): We're going to give you the tools to really amplify your business in local search academy. It's not just traffic, it's what happens after the click that matters to. We're going to talk about that in coming lessons about offer strategy that will really be game changing as well. So let's open this up to. We've got several good people on here to chat with. And so let's open this up to a live Q and a. If you want to raise your hand or open up your mic, let's go ahead. And so, just so you know, in the control bar, you see a little hand raise hand icon there. You can click on that and I'll jump over to helping you with any questions that you have today. 0:06:43 - (B): All right, perfect. We've got on the screen, I see Lt. Oh, Larisa, I see your name. 0:06:48 - (C): Yes. 0:06:49 - (B): All right, Lara, how can I help you? 0:06:53 - (C): Hello, everyone'. Thank you for taking my question. So my question is, we do not have a brick and mortar business, as you like to say, but we do have a storage facility where're brand new and we having trouble to make our phone ring. And I was wondering if your program could help this type of business. And when we build our business was like, it seemed like we didn't have enough of the storage units and now we're done and it seems like everybody is having those storage units and we're having a hard time to get anybody in. 0:07:38 - (B): Is this like self storage or what kind of storage are we talking about? 0:07:42 - (C): We, we have a self storage, we have a rv, boat storage. We have it all. Yeah, big, big stuff and a lots of money and just like ah, people. 0:07:55 - (B): Sure. No, that makes sense. So great question. So the answer to this is yes. But even though you might not be a brick and mortar, like a physical brick like location that people go inside or necessarily or I don't know how your units are displayed, but technically for Google Business profile, you're considered brick and mortar because clients are coming to your specific location to be served. Right? Is it? 0:08:20 - (C): Oh, yes, I do. 0:08:21 - (B): Okay. 0:08:21 - (C): Yes. 0:08:22 - (B): So for that technicality, you are considered brick and mortar and Google Business profile will serve you really well. Let me ask this. Do you have a different, is it a different business name for like the boat storage versus the self storage or. 0:08:36 - (C): No, no, it's only one. It's only one rivers edge rv and self storage. It's one big name. 0:08:44 - (B): All right, gotcha. And how well do you feel like you've leveraged Google Business profile up to this point? 0:08:52 - (C): U I started to do your training and it looks like I started to post the pictures every day and I didn't go through Tuesday of your training, but I think we're doing well. 0:09:08 - (B): Okay. 0:09:09 - (C): Better than like other, like as you said, like some people just post once and never touched again. I m checking it like every day doing something. 0:09:20 - (B): If you've ever been frustrated with some of the paid strategies you've used out there that have not ye before. 0:09:28 - (C): O yeah. Google Ad. 0:09:30 - (B): Yeah. 0:09:31 - (C): Just like crazy. Like ah why we're paying money for one paper, one click cost us like a hundred. Finally it's with, with a payment for the person who is doing pay per click for us. 0:09:46 - (B): Yeah, yeah. 0:09:47 - (C): So we paid her, we paid for Google Ads and each click costs like $200 and that doesn't worth it. And it's, it is frustrating. Yes. 0:09:58 - (B): So one of the reasons why pay Perclicick is so expensive, especially in your space, is because there's so much competition fighting for those same keywords. And I know self storage is a very popular business model. You've got a lot of venture capitalists just buying up these they conglomerates buying up locations and they've got deep pockets to run pay per ad, pay per click campaigns too. So that's really hard to compete with. 0:10:25 - (B): And I like to use the analogy of moneyball if you've ever seen the movie. But it's like when Brad so just to set the stage for some of you who haven't seen it, that's where Brad Pitt plays. Billy Bean, the manager of the Oakland A, and he's tasked at rebuilding this team on a shoestring budget. And he comes in and they're all fighting about who they're going to trade, and they got to do this because the Mets and the Yankees did that. 0:10:49 - (B): And he slams his fist on the table and says, guys, we have to think differently because if we play by the big bo, big boys rules, we're going to lose. We can't afford that. We've got to think differently. And that's exactly what we need to do with our own marketing, too. Because if we try to model what the big box stores are doing, will always run out of budget, run out of Runway, and never get the traction that we need. 0:11:11 - (B): So your best, your best friend is going to be your Google Business profile right now for organic traffic. It's going to be far better than traditional SEO. The idea of trying to rank your website on the first page of Google, Google profile, if you put in the right strategies in place, will be easier, faster and more efficient for you to get on the first page of Google and start winning. But you're also competing probably against. 0:11:35 - (B): There's a lot of these locations out there. So the other element that's going to help you tremendously, and this is a training that we'll unlock a little bit later, is getting into your offer strategy. Because right now, most self storage, I would look at it as more or less a commodity, similar service for similar price. I just need to find one that's convenient to me. 0:11:57 - (D): Right. 0:11:58 - (B): And so when you get traffic coming to your Google profile and they click on your website to kind of check you out, the first thing they need to see is a really great, irresistible offer to win them over. And I'm going to go into depth. If you haven't got to that part yet, it's okay. I know that's a lesson that unlocks a little bit later, but I keep doing what you're doing with your Google profile, that's going to help you get more momentum with it. So that once you get into the training on offer strategy, you're going to unlock a new way of converting that traffic that's coming now into more leads and sells for your business. 0:12:35 - (B): And that's one of the layers of magnifying your results here, is by having a good offer that you can facilitate with the traffic you're generating. Does that make sense? 0:12:46 - (C): Yes. Yes. I just don't know what to offer to offer. 0:12:50 - (B): Okay, well, I'll give you a little bit of a preview on what this looks like because most people think price discounts and promotions and things like that, we don't want to compete on price. We want you to charge what you're worth and what you should charge. But what we're going to do is show you how you create more perceived value in the way you structure an offer. We call this an offer stack. So one way to do this is to put three bullet points with your offer. 0:13:16 - (B): The first bullet point is going to focus on selling the transformation. It's not just the service that you provide, it's the transformation they fil or they receive because of that. So, you know, freeing up more space, trusting your boat is secure, whatever it is, right. You're going to sell the transformation. The second is going to be selling an emotional benefit. How are you going to feel? Because most people don't touch on that at all. But 40% of a buying decision is based on the emotion. 0:13:43 - (B): So how are you going to feel by having us serve you in this way. And the third is going to be a value add on something you can do to over deliver in an unexpected way right from the start. And you can get creative. Our training will help you unlock some creative ideas on this, but one of the best ones that I love so much was a flooring contractor we were working with. That said, when you get your new floor installed by us, we'll give you a free roomba vacuum to keep it clean every night. 0:14:09 - (B): Like, no one does that and you know it doesn't. That kind of thing might not be what you need to do for your situation, but the idea here is that if you can create offer that focuses on convenience, quality and value, the price is irrelevant and you're going toa get way more business and better clients for that stuff. 0:14:30 - (C): Okay. Thank you so much. 0:14:32 - (B): You're welcome. All right, we'll move on to the next. And let's see. I think I see lt here. But that was, I think that was, we already spoke with you there. 0:14:45 - (D): I don't have a hand to raise. 0:14:48 - (B): Oh, you don't? 0:14:49 - (D): Oh, okay. Put that in the chat. I don't know how to raise my hand on my phone. 0:14:53 - (B): Oh, gotcha. Okay, so. Oh, I see there we have two lts'in here. Okay, cool. So I think I saw a hand on. Who's this one? I'm trying to see. There's a way for it to show up for me. I think it was Tom. Is it Tom? Do you have a question. 0:15:09 - (C): As a girl in the yellow jacket, she was talking. She doesn't know how to raise a hand, but it's in the middle of this cre o. 0:15:17 - (B): Got it. Okay, so that is, I'm sorry, I don't. 0:15:23 - (D): Stephanie. 0:15:24 - (B): Okay, thank you. I'm sorry. For some reason, the names aren't showing up for me. How can I help you today? 0:15:30 - (D): I have a couple things now. I came in when you got me in. I thought I heard you say that you can't unlock the things early. 0:15:37 - (B): Yeah. So I've had some requests of like, how can we unlock the modules sooner for people? We, we've, we used to have it structured where you could just get to any part in the program you want, but it created overwhelm for a lot of people. And we started seeing people jump ahead to things that didn't serve them when they didn't have the right foundations in place first. 0:15:59 - (D): So, but when you, when we purchased it, it was like nine something for like 30 days. So if we're, if we have to wait, like, I'm almost to the point. I just purchased this two days ago, but I'm almost at the part where it's locked. 0:16:12 - (B): Oh, gotcha. Yeah. So you're trying to get done before you have to commit to staying in the program, is that right? 0:16:18 - (D): No, I'm trying to, well, that part of it, but I want to make sure it works so I can let my partner know so we can continue to stay in the program. I can't because I have to make, we've been trying so many different things like Facebook and stuff that we really don't have the money to keep. But if this is going to work, and this is what I was trying to show him, it's gonn work. 0:16:36 - (B): Sure. 0:16:36 - (D): But I can't even move forward now. I did buy something extra that cost me something extra. I guess it's a posting algorithm or something. 0:16:44 - (B): Oh yeah. So it sounds to me probably like the AI prompts that we gave you. 0:16:49 - (D): Okay. 0:16:50 - (B): May writing the content. Yeah. So this program is not, and managing your Google profile is a process. It's not a once and done kind of thing. And so we've structured this program to provide value as an ongoing community and training and resource for you. And so while we've done that, we've also decided to just make sure modules are opening up every week to pace you at a good point so that you can get the progress. If you can focus on the one week's module and really execute that well, then the next module builds on that versus trying to jump ahead to all of those things. But what you can do is look at what's coming up. 0:17:26 - (B): So, you know, understand, oh, yeah, we're getting into offer training or we're getting into sales funnels or we're getting into retention or whatever it is. So you see that the value there is programmed and will be coming. But your success with Google profile may not happen inside of a 30 day window. So it may take a little more time and Runway earlier. You probably didn't catch the beginning of this. I was explaining that because we've had some people come in and go, hey, I made all these changes in two days, but I haven't seen the results yet. 0:18:00 - (B): Everyone starts at a different place and there's a lot of market factors that can affect the results of your Google profile that we don't have control of. So we focus on the things you can control and over time you will see success. We've seen people go from ranking 20 to 18 to number two and one in just two weeks. We've seen others that required now like 40,000, 560 get the kind of results that they were hoping to see, but they just needed to build that consistency and keep going at it. So I guess I'm wondering, is the question here that you want to get a preview of everything so you know what's there or you're trying to see if it's going to work first before you commit to staying in the community? 0:18:46 - (D): Well, no, I know that it's going to work. I actually already kind of have my Google profile set up. So this is kind of like me just doing everything. Like I've already passed this point. I just, I m take, I literally like to learn. So I'm learning everything from start to finish, especially because my business is a credit repair and business formation slash marketing business. So this stuff is not just going to benefit me, it's going to benefit my, my other clients as well. 0:19:13 - (D): And then another thing is, and, but I understand what you're saying as far as needing it to unlock. I just wanted, if I could, in the first 30 days, if I get two clients, that's more than what Facebook and Instagram. 0:19:24 - (B): Oh, sure, sure. 0:19:26 - (D): So that's what I'm trying to just prove to him that this is worth it. Also, I am a go high level. Um, I use go high level, but I don't use it to the extent that it needs to be used at. And that was another reason that was actually my, until I heard what you said, that was actually reason for wanting to ask a question. Um, or have high level. 0:19:49 - (E): Okay. 0:19:50 - (D): And I've set it up, but I'm not, like, a lot of people are getting. Getting results that I feel like I'm not getting. And I don't know how to really use it or set it up the way that it needs to be done. Do you offer anything with setting the high level part up? I know that you have a. Where you do it yourself. I mean, where you guys can do it for us. I don't want anybody to do it for me. I want learn in high level. Getting high level on the phone. They don't give you that much time. 0:20:21 - (B): Yeah. 0:20:22 - (D): To learn anything. They, they don't give you enough time to help. So I don't know what to do. Especially because I also, also wanted to offer it like you offer it. I'm pretty sure you offer it to your clients. 0:20:34 - (B): Yeah. 0:20:35 - (D): Yeah. So that, that's my, that's one of the things I want have. Like, I even have a page already on my website to market it, but. And I have it set up for the most part, but I don't quite know how to use it that well. 0:20:47 - (B): Gotcha. So let me take a look at your account access here. To answer your question. Okay. To answer your question about high level, we do. I love high level. Absolutely love it. It's one of the best marketing ecosystems you can have as a local business owner for your marketing. Because it's not just a website or a landing page builder. It becomes a whole CRM with automations. We actually build AI right into it. So every lead gets texted immediately and nurtured and answered their questions. 0:21:26 - (B): It creates a lot of, it creates systems that you can scale with, but it can get technical, too. So one of the things we used to have was, in our training was, you know, how you could build sales funnels and high level and all of this. We've since taken that out because that is where most people get stuck and need personal help to get that done right. And we only offer that in our higher level coaching and mastermind right now, where we'll build the whole system out for you, install it into the business, and then teach you how to maintain it so you get the fastest possible results. 0:22:00 - (B): But that's not what you're looking for either here. So I don't know how you feel on the technical skills. If you had some video guided lessons that kind of walked you through some things, but, but if that, do you feel like if you had some videos that showed you how to set it up, that that would help. 0:22:16 - (D): Oh, that would definitely help. I'm pretty good with videos. That's why I have your. That's why I buy your video. That's why I bought your videos, because I prefer to watch them like this. 0:22:23 - (B): Okay. So what I did for you is I unlocked our old local search academy training in your system. So if you go into the members area and just refresh it, you'll see LSA old, and you could go into that program that will have some sections that will be specifically around high level for your situation. It gets a little more technical, but I think that could serve you. 0:22:46 - (D): I see it. I see it. Thank you. 0:22:49 - (B): You're welcome. 0:22:50 - (D): Oh, that's awesome. 0:22:51 - (B): All right, now, if you have any other questions, come back on another live as you. As you go through that, and we can give you the more guidance as you need. 0:23:00 - (D): Okay. Thank you. 0:23:01 - (B): You're welcome. All right, next. I see. I think it was Tom. Let me see here. Tom, how are you? 0:23:08 - (F): Hey, how's it going? 0:23:09 - (B): Good. How can I help you today? 0:23:11 - (F): Well, we talked to. I don't know if it's been a few years or a couple years, but I am a mortgage broker. My wife's the realtor. 0:23:19 - (B): Okay. Yeah. 0:23:20 - (F): I'm also trying to help other realtors with their Google business profile as well. You know, some of the things that we're coming up against, like one last week set up a profile, but I couldn't view it for some reason on my computer. I tried different browsers. She couldn't view it. And then finally I can view it, but I don't think she can still view it. Do you know what causes that? 0:23:46 - (B): Hmm. Okay. Maybe a little more context will help me. So, this is a Google business profile for a client or for your. 0:23:53 - (F): For Realtor who's together. So I'm just trying to help her grow her business. 0:23:58 - (B): Okay. Gotcha. And she recently set it up. But do you know if she had completed the verification process? 0:24:07 - (F): That. That's good question. I don't know that part. It did finally show on my phone, and in my review did actually, I was able to do a review for. So that part worked itself out. But I need to get back with her. But that's just one of the issues that keep, you know, some sometimes pops up. The other one is, I've had it happen. My wife's had it happen where someone's done a review and it doesn't show in Google, but they screenshot it and they can show me clearly it was in Google, and her actually, her uncle did this a year ago and he just reposted it yesterday and it worked. 0:24:47 - (F): You, have you heard of that also? 0:24:49 - (B): Yeah. So let me touch on the first question, then I'll get question. So the first question is someone set up a brand new profile. We were trying to find it, couldn't find it, but then all of a sudden we could on one device, not on the other. And I think the question, the, what I'm probably kind of leading here is it's likely that she hadn't completed the verification process in place. When you set up a brand new profile, they do want to go through verification and sometimes it's visible, but it's very limited until you continue on through the verification. 0:25:23 - (B): Once it gets verified, I don't know how quickly it gets fully indexed and propagated through all of Google's servers. So there could be a little bit of time. 0:25:34 - (F): Like I just, I just, I'm on my other screen here. I googled her name and Realtor and it doesn't pop up in the map pack at all. Actually, I think I found it. She's like number five or six. So is that just a. She needs to just keep working on her profile type deal, even for her own name. 0:25:55 - (B): So the good news is it sounds like she's been indexed. Now it's about following this strategy and being very active with your profile, because the more activity you are you create with your profile, in particularly the more content you're publishing to it. They're feeding the algorithm to view you as more relevant because Google's not going to show you every business out there. That, and there's thousands of realtors, right? Everyone knows a realtor around the corner, my neighbor, you know what I mean? So there's a lot of market saturation for realtors, especially. 0:26:27 - (B): And so what you need to do is tell, tip, train Google that you're more relevant. And Google wants to show the most relevant businesses to people who search. So the more you do that, the better she will rank and the more you will and the easier you will find her. 0:26:40 - (F): Okay. 0:26:42 - (B): Yeah. Oh, and then the other question. 0:26:44 - (F): Yeah. 0:26:45 - (B): About reviews. That is one of the common things we see about reviews. Sometimes they publish immediately, sometimes they don't. Sometimes they don't ever get published. Usually though, if they don't ever show up, it's because the algorithm has somehow kind of, there's something fishy about that review or something may, it may be completely legitimate, but the algorithm didn't like it, so it kind of blocked it. 0:27:10 - (B): The reason that Google does this, though, is so that they can build a platform that people can trust is credible. And not just anyone can spoof and like create fake reviews and make them look better. What? Than they really are. And so sometimes when there's a delay, it's just a review process before that review gets published. 0:27:30 - (F): Well, unfortunately it was one of my best reviews and it hadn't showed us three years now. I wasnna go back to her and see if she could, see if she could repost it, but we'll see. I've built my, I'm over 116 I think, now. 0:27:45 - (B): Oh, fantastic. 0:27:46 - (F): Okay, so I've done everything I think I can do other than maybe the geo tagging or geocoded pictures. And I asked you the other day and, and you one of your webinars. I'm ranking number one and two, typically for mortgage broker Dallas oay. How do I rank, like for first time homeuyer grants or first time home buyer programs or something like that. 0:28:17 - (B): So that is a keyword specific thing that you're looking to try to rank better for. And the best thing that you can do is find ways to build those keywords into the content that you are publishing. Probably the best area for that is going to be in posts. And having a series of posts, especially if they are programmed to recur with those kind of keywords in place, will help you do that. The other thing that I think you'll want to look at is in our training around categories, being able to do research with a tool that we share that allows you to look at what other, your competitor, what categories your other competitors are, are connected to with their profile. 0:28:57 - (B): Because when you connect to other profile, there's a lot of categories that we should be connected to that we usually aren't. And so this, that training will help you find those, but it will unlock services under those categories. And now you can actually start putting more information about those services in place. In particular, first time home buyers. 0:29:15 - (F): So get, I have all that, you know, so I've paid a company, they worked on it for maybe two or three months. I got unverified because we changed our company name and address. Yeah, that, that was a major hassle. Took me two months to get reverriified. Finally had that happen, and then I started ranking in the background. They were doing backlinking and I don't. Is that a backlinking from my website or from. 0:29:44 - (F): Is there another way to backlink? 0:29:46 - (B): Well, well, most of the time when you hear backlinking, that's more of a traditional SEO strategy for your website to help your website get ranked more than your Google profile. 0:29:58 - (F): Well, so how did I get ranked? How did they rank me in the top three of the map consistently for that one term mortgage broker, Dallas? 0:30:07 - (B): I don't know. I don't know what they did. 0:30:09 - (F): I mean, is there stuff in your training that could help me with different terms? 0:30:14 - (B): Yeah, there's, there's a few ways and now there's also just a lot of market conditions that we can't control. But in map leads pro, you can actually get a real breakdown on the keywords you're ranking well for and see how, and track how you're ranking for first time homeuyers. But that's, there's also a lot of competition for that too, especially in the paid ad strategy. So here's one thing to think about. If you're trying to do what you can to rank your profile organically for that, and it's just not getting where you need to be, we have another training coming up that's unlocking that will be around local search ads. 0:30:52 - (F): I was going to ask about that. 0:30:54 - (B): Yeah. Local search ads are a way where you can instantly start ranking in the map section for the keywords you want to show up for. 0:31:01 - (F): But I don't think they have mortgage yet. 0:31:04 - (B): No, not local service ads, but local sponsor ads. So yes, these are the sponsored Google profile. Okay. Exactly. Yeah. So that can actually help you with a little budget, help you actually get in the map section for that particular keyword more. And that's why earlier when I was saying Google profile is your gateway, but it's not the silver bullet for your business. It's a helpful thing, but what you really want to do is build diversity in the way that people find you. 0:31:35 - (B): And so we like to build a program that's structured around Google profile for organic traffic and then amplify that with some of the paid strategies that most people are not taking advantage of today. So now you actually have a full system of traffic, and not just right, it creates a, a safer long term business. It's like a, like a financial portfolio. When you diversify that, you become safer and stronger. So it's kind of like looking at your traffic and diversifying that. So I think between, if you feel like you've maximized what you can do for the keyword on your Google profile, just keep consistency going on. If you're regularly posting post with that, that's going to help. 0:32:12 - (B): But it might just be like you've kind of hit the threshold and what you can do there. And so now doing a layer of local search ads is going to take you to the next level. 0:32:20 - (F): Okay, perfect. Thanks. 0:32:22 - (B): Yeah, you're welcome. All right, we, let's see who is next here. I've got, I don't know why the names aren't showing up for me today. We've got 1 second here. Let me change the view, see if the view. Oh, you know what I should do? Maybe it's the audience here. Ah, here we go. All right, now, now I've figured it out. Let's do Raphael. How you doing Raphael? You available or you might need to unmute your mic. 0:33:08 - (B): All right, maybe he's tied up. I think we got Joseph. Joseph, are you there? 0:33:22 - (E): Can you hear me? 0:33:23 - (B): Yep, I got you loud and clear. How can I help today? 0:33:26 - (E): Excellent mobile detailer, eight years in business. I got 400 and some reviews. Pictures are geotagged, keyword rich updates every know three or four times a week. But I have two questions, please. First is if my review frequency decreases, is that a big problem with the algorithm? I suspect it probably is, but I don't know if there's a point of diminishing returns because I feel like I'm really pressing people hard to get reviews that's working, but I want to ease up on that a little bit. And then the second question is, I'm good to go with pictures and geotag and everything like that, but if I add videos, is that going to be a big plus in the algorithm? Is Google going to like me more if I have more videos on there because of feing content? 0:34:09 - (B): Yeah. Great questions. So let's touch on the first one about if you were to taper off your how much you push for the Google reviews. What I really like to do is to create more of an automated system as much as possible so it just works behind the scenes for me and I don't have to make that conscious effort necessarily. I think this could be done in a couple ways. Have you gone through the review training that we've shared in the program? 0:34:40 - (E): No, I haven't gotten to that portion of the training yet. 0:34:43 - (B): Okay, so one of the cool things about that is there's some ways that we teach you how to automate the review request a little bit there and it can be a little technical when you get into some of the automation. So I try to keep it super simple. But the other way is to also do a video feedback quiz as well. And this is a strategy that you can actually see in person when you go through that training. And then I give you the template on how to do it and it will automate everything for you. And it, it's a, if you have to push to get a review, that's a lot of effort. But if you can do it, if you can show up for that person in the most unique way, you can capture their attention better. And that's what the video response or video feedback quiz allows you to do. 0:35:32 - (B): And then that will lead to more Google reviews for you. So I don't know if I've got data that really says, you know, if, if your review frequency tapers off a little bit, how that your prof. But I would just look at how can you make it a consistent thing by making it either simpler or more automated so that it's just always working for you and then just know that, that that's being handled. Now on the other question, hopefully that gives you what you need. But on the other question about. 0:36:10 - (C): ##Utete doesn't talk, it'just so disturbing. 0:36:13 - (B): I think we got some mics going off that we need to. 0:36:16 - (C): Yeah. Can everybody mute themselves so we wouldn't dist, leave? 0:36:23 - (E): So the other question was adding video. I'm feeding Google a lot of content in geotagged photos, but if I, so I've got a four year old Android phone. It works for me. I'm not looking to be fancy. So adding video is going to be a step that's going to be challenging. So I'm wondering, is that a huge plus factor in the algorithm? If I have, I've already got a few videos, but if I continue adding videos, does that matter? 0:36:49 - (B): Yeah. So I think you could play a better game on the photos than video kind of strategy there because just, I'm curious. We still get a lot of feedback. I think it might be coming from your side. Joe Joseph. 0:37:04 - (E): All right, let me mu myself. I block, I'm a block back from the ocean detailing a vehicle right now. So's wind. 0:37:11 - (B): That's probably it. All right, perfect. So this is a great question. So when you read the policies on Google Business profile, Google seems to give a lot more weight on the photo side of things versus video. The video section is very, very small. And one of the things about video is that they are now limiting video to about 30 seconds based on the policies. It's not a lot of time. So if you're really creating a video, you got to think through, like what is the purpose of this video here? 0:37:39 - (B): And Google doesn't give you a lot to go from with the policy. So the way I've always read into it is that Google really just puts more weight on the photo side. Videos will help. Sure, you can use the videos if you have a video that's longer than 30 seconds and you upload it and it goes, goes live, awesome. But I think photos are more of the kind of content that Google is more interested in and it will serve you better. But the beauty is photos are much easier to acquire to. So to keep things as simple as possible for you so that you can be consistent, just stick with the video or, excuse me, with the photo side of things and you'll do just fine. 0:38:15 - (B): You won't miss out. 0:38:17 - (E): Excellent. Thank you, sir. 0:38:18 - (B): You're welcome. 0:38:19 - (D): Welcome. 0:38:20 - (B): All right, I think, Raphael, you had a question earlier. I'm not sure we got to you. Are you there? Maybe not. Okay, well, cool. Any other questions from anyone else? If not. All right, it sound, sounds like we had a good productive call. It's great to have you all on here. I do have a question for you guys though. A couple questions. Number one, how many of you would be interested in an affiliate program where you could share this program with others and make a commission from it too? 0:38:59 - (D): I definitely would be down for that. 0:39:01 - (B): Okay. Okay, awesome. That's great to know. So I have opened up a brand new affiliate program for this. And if you go into the member section, you can see affiliate. Let me see what it says. Actually, it says affiliate or something. Let me see. 0:39:16 - (D): Says become an affiliate. 0:39:18 - (B): Yeah, become an affiliate. All right, perfect. 0:39:20 - (D): Under support. 0:39:21 - (B): Yep, yep, that's right. There you go. Thank you so much. So when you click on this, you will have the opportunity to sign up as an affiliate for this program. And we're going to pay 40% every single month of those members that you bring in. The idea here is, for me, it's not about the money, it's about the impact that we're creating through this and really helping local business owners who often get overlooked with good marketing. And so I want to spread this to as many people as possible, but I also want it to be worthwhile for you. And I think this makes that happen where you can actually with three clients, this becomes a free program for you if you shared it with three businesses, but you're also making money from it at that point, and it can be an additional income stream to just help support you even more. 0:40:05 - (B): So I wanted to give that as an opportunity. I'm glad to know that some of you are interested in that. 0:40:09 - (D): So you said that this strategy works for realtors as well? 0:40:13 - (B): 100% it. 0:40:14 - (D): That's crazy. I'm a realtor as well, I just't want to throw all the stuff out there, so I'm going to use this strategy. But I know there's a lot of newbies in my office that would probably like to do this. Is there a marketing material that you offer to your affiliates? 0:40:30 - (B): Well, that's a great question. I don't have a lot developed on that yet, but we will be working on that. So if you join as an affiliate, the first thing that you can do, which really is an easy way to sell, is if you use your link to share it with them, they're going to get access to the Mifkei that I presented. The most incredible free gift ever. Remember, probably when you join, it was the $9 for the t shirt and everything that you do just pay the shipping and you got access to everything for free, everything else for free. 0:40:59 - (B): And so when people join off of that, it's almost a no brainer. And then they get a chance to see the value that they're going to get process. And then when they keep, if they keep part of the community, then you get those, the 40% commissions off of that. So. 0:41:13 - (D): Okay. Okay. 0:41:15 - (B): We'll be working on some content that, that you guys could actually repurpose. It's just a little bit later in the pipeline for us. 0:41:23 - (D): Okay, that sounds good. We well save anything that's working for you on your facebooks and all of that stuff. Do you guys use Facebook at all? 0:41:30 - (B): We have some Facebook strategies, but our focus has been more on the Google profile, Google strategies, and, but also offer strategy, sales, funnel strategy, and then the paid ad strategies behind it. And here's the big reason. Facebook has been a default for a lot of businesses, because it's a great way to connect and build awareness. The problem, though, is that it's not where people go to look for your service. 0:41:53 - (B): So when you are on there, it either takes a lot longer to really nurture these people into converting or you just get a low intent to buy or a low quality lead from it. And so where I've seen thegest, the biggest impact happening is when people can put the right directional marketing in place for the people who are actually looking for them right now. And then Facebook becomes a supplement to that to help expand on the awareness you're building in the community. 0:42:22 - (D): Okay, that makes sense. 0:42:25 - (B): Yeah, great question. 0:42:26 - (D): Yeah, because I've been having issues with that. I wasted money on Facebook. 0:42:30 - (B): Yeah. Yeah. Now I'm not saying I actually have a really great friend who specializes in Facebook ads and scales contractors to multiple millions of dollars. A year using social media. But those contractors have always built a really good directional marketing system in place first, and then they scale beyond that with Facebook. When you're just trying to start with Facebook, there's a lot of challenges if that's your only source right now in terms of intent to buy, lead quality, things like that. 0:43:00 - (D): Okay. 0:43:01 - (B): Yeah, good question. Raphael, I saw your hand jump up. 0:43:05 - (D): Oh, ok. Could he be typing into the chat? 0:43:14 - (B): Oh, let me check. Oh, yeah. Would like to ask, can you hear me now? Oh, I see. Sorry about that. I was not paying attention to the chat. Raphael, I'm not able to hear you yet, but I don't think I saw your microphone get unmuted. Do you know how to unmute your microphone? Raphael? If you want, you could just chat your question in here and I can maybe address it that way too if you're having some trouble with the microphone thing. 0:43:54 - (D): Depending on the kind of computer he has, he may not have one. And sometimes because if you're using an older one, they don't all have the built ins or anything. 0:44:03 - (C): So it's a little. 0:44:04 - (B): Right, right. Well, I'll wait for just a second if he's typing that in. Any other questions I can help with while we're waiting? 0:44:17 - (E): Nop? 0:44:18 - (F): I'm going to go watch some basketball, so. Thank you. 0:44:20 - (B): Yeah. Awesome. All right, perfect. All right, let's see. Raphael says, I'm discerning to rename my profile or add a location. Raphael, I think I remember your question on that actually popping up on the radar here. So it sounds like, are you trying to decide whether I change my profile name or start a new profile? Is that what you're saying? 0:44:51 - (D): He said yes with his head. 0:44:53 - (B): Oh, okay. Thank you so much. You're such a good moderator for me. So. All right, so the challenge you might have if you change your business name is you're going to get asked to re verify your business, but it's always much better for you to get through that and keep the profile that you've already currently established. If you're rebranding and go through that verification process instead of starting from scratch, you'll just have a lot longer Runway if you start from scratch. 0:45:27 - (B): Okay, so created a dBA. The new location is better area and so are you. Also, let me ask this, are you moving locations and changing the business name or just changing the business name? It would be a secondary address. Okay, got it. So if that's. And are you still going to keep the other profile active if you have a new profile? Okay, got it. All right, then starting a new one is going to be the best way for you to go forward with this. 0:46:11 - (B): You'll still have the impact of the old one that you can draw from, but you'll want to rebuild this and you won't have the hurdles of having to go through a reverication process and losing maybe some of the impact that you've currently had. Until that's refverrified with the other one. Just start with a fresh one from new. And the review process, I think they're getting better and better and better at it. But largely we're seeing most people are going to have to go through a video review now versus the older method of a postcard. We've even seen some where it's an email review or phone call review. 0:46:43 - (B): Those are so nice. But usually that's when you've been more established and Google kind of knows your business. Maybe your profile has existed for some time, but you haven't claimed it yet. So you're probably going to have to do the video review here. But if you get snagged on anything about that, it's not that terrible of a process, but some people have had a challenge with it. So if you get snagged on it, just let us know, see if we can give you some guidance on that. But that's what I would do. Start a new profile for that. 0:47:14 - (D): Jared, I did have one more question. 0:47:16 - (B): Yeah. Okay. 0:47:17 - (D): So I know we discussed the unlocking of the videos, but I was just wondering if I could create a suggestion. Maybe. Maybe if. 0:47:25 - (B): Yeah, please. 0:47:26 - (D): Okay, so if you see people are going through the modules and they got to the end and it's time, could they email your support and maybe the support team could just not unlock them because that's going to unlock for everybody. But maybe you guys have like um, a week, one like that you can email to somebody. A week, two of videos you can email to somebody. I'm just saying if they can prove that they finished the first because it says you can go in there and see what videos a person's on. 0:47:53 - (B): Yeah. So you know what's interesting about how circle communities built this app? I get a percentageh of how much you've completed, but it's. I don't actually, you just gave me an idea. If I view your profile as you, then maybe I can see where you left off in the lessons. So what I was going to say is like on our admin panel, we can't really actually see which lessons you've completed or not. We can just see a percentage bar of completion. 0:48:20 - (B): But I think the answer to your question might be handled where I unlocked the older training that we had, which covers the same principles, maybe some different ways of teaching it, but you can actually jump to whatever section you want in there. I unlock that for you. So you could have access to the high level part. Yeah, and I don't want to do that for everyone. If they don't have high level, it's going to just add complexity and stuff to everyone. 0:48:47 - (D): We're high level. 0:48:48 - (B): Yeah, but. But for you, I think that's going to serve your need. And maybe we can figure out a way to just kind of do that if it's as needed basis to create it in a place where people can just jump ahead if they need to. 0:49:00 - (D): Okay. All right. Thank you. 0:49:01 - (B): Yeah, you're welcome. Well, I've got a run. It's a top of the hour, but it's been awesome talking with you guys. If you have any other questions, shoot us a message to support, but I look forward to seeing you on the next one. I've got to get my schedule lined up so I can make sure the others. I have another question, though. How many of you guys would be interested if I were to invite certain guests that specialize in things? For example, I have a contact who specializes in emails for local business. 0:49:28 - (B): Would that be a valuable, like, event to you guys? To come on board and be able to have a Q and a with someone who specializes in other ways, amplify. 0:49:37 - (D): That would definitely, that's a big value. 0:49:39 - (B): Okay, well, good, great feedback. That's what I've been kind of thinking. So I'm putting some stuff together where I think that that could be really cool to bring on some other experts outside of what we do. To come in and actually provide even. 0:49:52 - (D): More value and impact to the marketing is not easy. And that, that would definitely help. I know that would help a lot of people I've been doing. Trying to get business like this just with AI being invented or actually being available to us has made things a lot more, a lot easier. But to know that we have somebody to tell you how to structure it would be awesome. 0:50:10 - (B): Awesome. Perfect. Well, thank you so much. I appreciate it. Have a wonderful day. See you next time. 0:50:16 - (D): Bye bye. Thank you for your help. 0:50:22 - (Jared Erni): Thank you for tuning into the for Impact podcast where we're all about driving positive change through entrepreneurship. Remember, your impact matters and your journey matters. If you found inspiration in today's episode, please subscribe, rate and le ##ave review. Your feedback fuels our mission to empower impact driven entrepreneurs like you. You can stay connected with us on social media and go to forpactodcast.com 0:50:54 - (Jared Erni): to take our impact marketing challenge. Keep pursuing your dreams, making an impact, and living life on your terms.

[TRANSCRIPT] 0:00:03 - (Narrator): This is the for Impact podcast, the destination for impact driven entrepreneurs striving to live life on their terms and create a ripple effect of positive impact in the communities they serve. Where we put your success storyies center stage, dissecting the lessons learned and sharing insights and ideas that'll help you amplify your impact. And now, here's your host, Jared Ernie. 0:00:39 - (Jared Erni): Right. It is great to have everyone joining us for our next live event. This is going to be a Q and a where we can answer any of your questions about local search academy, Google Business profile and any other strategies related to that. We're going to wait for people to join, but just to keep you updated on some of the things with local search academy, one of the things we really wanted to do was be able to impact more businesses than we can work with on a personal level. 0:01:09 - (Jared Erni): And every business owner knows another business owner who likely could use what this has to share. We wanted to make it something where you can create impact in other people's lives as well, but also rewarding for you, too. So we recently just launched an affiliate program that will allow you to easily share this with others and create impact in their businesses as well. Because of that, and also earn a commission for anyone who continues to renew their subscription or their membership with local search academy going forward, this is going toa be really fun to be able to help people with share it with others and be able to amplify that impact, but also make it rewarding for you. 0:01:54 - (Jared Erni): Now what? I'll break this down as we're waiting for people to join the the live here. But the way that this works is when you decide to renew your membership, it's $97 a month to keep access to the community. And this isn't designed to be kind of a one and done course because managing your Google profile is like a continual thing. This is something that you have to do frequently and consistently, and there's always things that change and are updated. So we want to keep you aware of what's working best and keep you on the cutting edge of the newest changes that will help you amplify your impact. Not only that, it's not just about traffic, it's also about, it's also about being able to optimize the traffic that does come to your site. 0:02:42 - (Jared Erni): Hey, Kennedy, it's good to see you. Esmeralda. Hey, thanks for joining y'all. So just to give that announcement here, we're still waiting for others to join, but ve I see Esmeralda and Kennedy who are on our team. We're waiting for some of the others to join who've registered. We had about seven register for this live, but it's being recorded so those if you can't make it when you've registered for it, it's totally fine. I'm going toa give you some good value each time regardless of the people who come on live and give questions and go through answers there. 0:03:11 - (Jared Erni): But so the way that I want this, to share this with this new affiliate program is it gives you the ability to share this with others and as they renew their membership, you'll actually make 40% commission recurring every single month they continue with their membership with the program. So in effect, you can actually not just get your membership free. If you have three people who have joined because of your link, this program, your membership is not only free, but you're making money with it. 0:03:40 - (Jared Erni): And this could be a pretty nice side income stream for you or your business or however you want to do that just by being able to share that with others. Joita, good to see you on the call as well. So I wanted to give that announcement and what we're gonna do is next week we'renna actually launch our first affiliate contest and there's goingna be some prizes involved, but this will be able to kick start the community, being able to share this with others and being able to create more impact with others in the local search academy, but also being rewarded for it too. So I'm excited to announce what that looks like next week. 0:04:16 - (Jared Erni): We'll jump into some Q and A's here. And Joita, I see you on the call. Would love if you have any questions. Go ahead, let's talk about it. 0:04:27 - (C): No, not right now. 0:04:32 - (Jared Erni): Maybe I coulden to how is it going in, in the training so far for you? 0:04:37 - (C): By the way, this is Drewvy. I represent Janita. So I am the one who works with the updates or, or the marketing side of the company. So yeah, we're, as of the moment we're just, we're following all of the, you know, with the training, with the, I mean, updates on Google profile, doing the basic postings. I think that we're on that position right now. 0:05:09 - (Jared Erni): Is there anything that you feel like we could do to serve you as you're going through getting all those kind of situated or you're allgh for now? 0:05:17 - (C): Yeah, well actually my boss wanted to tackle more about with the funneling. The funnel campaign or. Yeah, yeah. 0:05:27 - (Jared Erni): And I know you guys are part of our higher level program too, where we actually build that funnel system out for you. So you're go going toa get a lot of good support on that with our other clinics. But do you have any particular questions about it or would you like me to give you kind of. 0:05:43 - (C): Yeah, we're actually waiting for. Not for now because we're actually waiting for Taylor. He said that he is going to send some of the, you know, proposal for the u with the discounts. Right. So. And, and as of the moment we don't have the access on ourb website back end so we can't do anything as of the moment. The third party, it's um, because it was made with a third party u company. So. Yeah. 0:06:13 - (Jared Erni): Gotcha. Well, I totally understand Taylor's going to do a good job of taking care of you. And for anyone who's watching this live video later, just to kind of give you some context here on what we're talking about, Google profile is a great source of new organic traffic coming to your website. When I say organic, we're talking free traffic. But no traffic is really free. It either requires time or it requires money, you know, so you're paying for it in one way or another. 0:06:42 - (Jared Erni): But Google profile, we've been able to simplify the process of managing it in a way where you can do it with just minutes a day, giving you that boost of free traffic. Now the old method is traditional SEO, but that's getting harder and harder to compete in today because the competition is stronger. It's an unfair playing field when you're competing against billion dollar companies. And the positioning quite frankly sucks where you show up with traditional SEO compared to other channels. 0:07:09 - (Jared Erni): And so Google profile will feed more business, or I should say more traffic to your, your website initially. But what Junita, or I'm sorry, what was your name? Because I see Joita on the call but I can't remember your name. B it cut out. We'say. It again. 0:07:28 - (C): Juvie. 0:07:29 - (Jared Erni): Ju. 0:07:29 - (C): You can call me Juv. 0:07:31 - (Jared Erni): All right. Thank you. 0:07:31 - (C): You're welcome. 0:07:32 - (Jared Erni): So what juvie was saying is the funneling system because what happens after after the click is just as important as getting the click. And so really only one half of the equation is getting traffic from your Google profile. The other half is what happens when they come to your website. And how do you convert that traffic into a new lead and customer or increase your conversion to getting that traffic to convert to a lead to customer? 0:07:56 - (Jared Erni): And that comes down to good offer strategy. How you position your offer on your website and how you create a website that facilitates that offer, captures the lead and begins nurturing them. We're going to be breaking down some simple lessons and how to do that as you go through the content modules as well. So that's something coming up as well because we want you to magnify your results with Google profile and not just get more traffic, but also get more conversion with that traffic too. 0:08:23 - (Jared Erni): So anyway, Juie, you're going to love working with Taylor through that process, but if you need anything as you go through it, don't hesitate. Reach out to us. 0:08:32 - (C): Yes, of course. 0:08:34 - (Jared Erni): Great. I see. Were there any other questions though that come up or you're good for now. All right, so I see Paul joined. Hey, Paul, how you doing? 0:08:53 - (D): Good. 0:08:54 - (Jared Erni): Oh, Paul, I'm sorry, I think I accidentally muted your microphone trying to maybe unmute. You go ahead and unmute. How are you doing, Paul? 0:09:03 - (E): How's it going? 0:09:04 - (Jared Erni): Good, good. 0:09:05 - (E): It's good. 0:09:06 - (Jared Erni): On the call. Are there any questions that we can help you with today with the training you've been through? 0:09:16 - (E): I don't think, not really. Everything's been making sense so far. 0:09:21 - (Jared Erni): Yeah. 0:09:21 - (E): Just been working on getting, keeping posts going. I guess the only thing that I can think of, and this isn't super relevant just yet, but as far as does it make sense to try to get like backlinks to go to your Google Business profile? Does that help at all? 0:09:40 - (Jared Erni): Yeah, great question. I've never really seen that, but tell me, so I get a little more context. What kind of business are you in? 0:09:48 - (E): So I'm actually kind of managing some other, a few companies, like local service type businesses, like reversing concrete guys basically helping them with that. And. Yeah, so those are the main niches that I've kind of work in, or concrete like roofing. And so I help with their website. I know that's helpful to get backlinks to the actual website. And I've heard a little bit about, instead of just as your whole program's about, is how important the Google Business profile part of it is. And I could, you know, I've heard you can get like the same way you would get backlinks for a regular website. 0:10:29 - (E): You can do backlinks to like, like the way you would share your Google Business profile with someone. You can have that link, you know, backlinke on somebody else's page. That's relevant. That makes sense. 0:10:41 - (Jared Erni): Yeah. Yeah. Now that could be a good strategy to help because Google loves all of those backlinks. I wouldn't, I actually haven't really used a strategy like that, particularly for Google profile, but it did remind me of a strategy we are using that. I don't know if you've seen it yet in the training modules, but as you continue to go, this is something that will happen where. So you know how in Google profile you can list your categories and then under categories are the particular services fall under that category? 0:11:15 - (Jared Erni): Yeah, you can create those services or update the service information, but then when you create your posting strategy, you can actually create posts around all of those services too. And on the learn more link, have that link not just go back to your main website, but you could have that learn more link go to a page of your website specifically for that service. That great breaks down even more content. It sounds like that's something you've thought of too, but that is. 0:11:42 - (E): Yeah, that'yeah. I just. So after the training, I started doing, doing that. And the way you kind of describe it, any way it makes most sense is basically you're just continually spider webbing to as many things that connect back to you as you can and just help Google find everything about the business? 0:12:00 - (Jared Erni): Exactly. Yeah, exactly. And that's exactly what I was about to say. It's kind of like strengthening that web that you have. But I guess you could do the. 0:12:08 - (E): Same idea with like. So you have service pages, you can also have location pages. I guess you could kind of do the same thing, I would imagine. 0:12:16 - (Jared Erni): Yeah. Yeah. Absolute. Yeah. Now that's great. Great comment. Tell me if you end up doing some of those backlinks. I'd love to hear how that works for you. That's not something that we've really done a lot with, so I don't have tons of data on that, but the post to page strategy is something that, you know, we're doing and definitely helps increase your web on that. Cool, great. 0:12:40 - (D): Appreciate it. 0:12:41 - (Jared Erni): You're welcome. Anything else I can help with? 0:12:44 - (E): Not thathing I can think of right now. Yeah, pretyol. Think them all. All good. 0:12:48 - (Jared Erni): Yeah. If there's anything else that comes up, just let us know how we can best serve you'good. To have you on this call, too. I see Miguel. I see Cliff. Good to have you guys here. Miguel, you have any questions I can help you with from the training? 0:13:04 - (D): Hey, Jared. Not really. For the most part, it was all fairly simple for the pieces that I have unlocked, which was nice. You know what, actually one thing does come to mind with the map elites pro license that you give us, does that have to be signed in with the same email address that we use for this course? 0:13:31 - (Jared Erni): Oh, great question. No, it does not. So what we've done is we've given you a special link where you can create your own account and get that free essential license with it. And you may have registered with this course with, you know, any number of emails. But my recommendation when you're using map leads pro is that you create your account using your Gmail account. And best if it's the Gmail account attached to your Google business profile, though, you can actually sync that to a different Gmail account after you create your account inside when you connect. 0:14:02 - (Jared Erni): But does that make sense? 0:14:04 - (D): Okay, cool. Yeah, so that, yeah, yeah, it does. And I signed up for it with the link. 0:14:11 - (Jared Erni): Okay, cool. 0:14:12 - (D): My email that has the Google business page on it. 0:14:17 - (Jared Erni): Perfect. 0:14:17 - (D): So, so, yeah, I was just wondering because it has a little timer where it's like, oh, you got 30 days left. 29 days left. The upgrade. So I just wasn't sure. 0:14:26 - (Jared Erni): Yeah. And the upgrades will allow you to just have more functionality and management options should you want to use them. But we're teaching the program in a way where you don't need that. You can do it either way, either with map leads Pro with the automated systems, or just managing it directly from your Google management dashboard. But it does make it easier to do some of those strategies if you do that. 0:14:55 - (Jared Erni): Good. Well, good. It's good to have you. If there's anything else that. Oh, is there anything that you think we could improve in the program so far? 0:15:06 - (D): You'asking. Me directly? 0:15:08 - (Jared Erni): Yeah. Sorry, that was for you, Miguel. 0:15:12 - (D): No worries. Honestly, not really. I've had, I've joined different platforms for little things here and there and one thing I really like about attract to say at scale is that aesthetically it's very pleasing, very clean, but then it's also like super simple. It's not super, you know, complicated with a whole bunch of options for you. So kudos to the way you guys have designed it for the users, but no, I'm very thankful. 0:15:40 - (Jared Erni): Thank you for sharing that. I appreciate that. I have had a few comments come in about like wanting to unlock some of those modules sooner. And one of the reasons we decided to drip the content is because your Google Business profile and this program really isn't a one and done kind of thing. And we want it to be a progressive thing that you continually improve on over time, but also putting it into like bite sized chunks that are simplified and easy to make wins. And then it just, you know, you only have a little bit each week to do, but it's going to compound your success because you're doing it in the right order doing those things. So I've had a few people reach out and say, hey, can you unlock some of these? And unfortunately in the system, I'm not sure how to be able to unlock it for some and not for others. But every week you're going to get kind of like a new module to open up and give you some new stuff for the week and progressively you're going to see even more compounding wins by going through that. 0:16:36 - (Jared Erni): So cool. I think I saw someone else come on and leave, but I also see Gary there. Hey, Gary, good to have you on this. How are you doing? 0:16:50 - (F): Well, Jared, how are you? 0:16:52 - (Jared Erni): Good. Good to see you. I don't know. So this is one of our live events over in the local search academy and designed to really just answer some questions about the training and anything about the Google business profile. You have any questions come up we can help with? 0:17:07 - (F): No, but you and I just had a call that for yesterday that focused on that. I just got a notice on my phone or notification on my phone and I clicked in, so. 0:17:17 - (Jared Erni): Oh, cool. 0:17:17 - (F): Just kind of lurking, you know? 0:17:19 - (Jared Erni): Yeah. Awesome. Well, it's good to have you here. 0:17:22 - (F): Thank you. 0:17:23 - (Jared Erni): So I know a few of you joined after I had initially started, and while I was waiting for people to join, I had a few things I wanted to cover. But since I've got some of you here, I want to just give you another, a little bit of information that I think will be interesting. We have just launched, and Gary, you may not know this part about local search academy since you're in our higher level program, but local search academy is a simple do it yourself kind of course that can help more people than we can help with our own time personally in our higher level program. 0:17:55 - (Jared Erni): And so with that, we've launched an affiliate program that anyone can access and share with other businesses, but we also want to make it rewarding for you. So we're actually paying a 40% recurring commission on the memberships that you bring into the community as well. So it gives you an ability to share and create impact with others and also get something nice back from it too. So we're going to be announcing a little bit more about that next week to give everyone access to what that affiliate program looks like and be able to create more impact with other businesses that this could help. 0:18:26 - (F): So what are you say? And I get my dentist, bring my dentist in and I'm in for 40%. 0:18:33 - (Jared Erni): Yeah. And this is in particularly for the local search academy. So not in our higher ticket program, but you're absolutely right. So we've created. So I'll give you a little feedback because I don't know that you've seen it yet. Local search account as you know, in our higher level program, it's very hands on, very involved, but we can't serve everyone at that level that wants to join and we just frankly don't have time to do it for everyone who could use it. 0:19:03 - (Jared Erni): There's also a lot of businesses that just aren't a good fit for one reason or another, but they are a good fit to get impact with their Google profile and some of the strategies we teach. So we just recently launched local Search academy, which is a do it yourself program to follow along and it unlocks little lesson, a little group of lessons each week for you to execute on your Google Business profile and see some good wins from that. 0:19:24 - (Jared Erni): And so that's what local search academy is. It's dollar 97 a month to keep your subscription. No contract, cancel any time. But for those people who want to continue to be part of the community and stay on the cutting edge of what's working best and go through those modules and stay updated, they keep that membership and we're going to pay 40% commission. The affiliate program, that's interesting. 0:19:46 - (F): Nice. I like the high level service that I get from you guys. 0:19:51 - (Jared Erni): Thank you, Gary. Yeah, and I like serving you there too. Absolutely. Well, good. Any other questions from the group that we have online right now? Doesn't sound like it, but that's okay. So if there's anything that comes up later on, feel free to post it to the community. As you've probably seen through the week, Taylor, my team and I are actively involved in answering any questions that pop up onto the community feed there. 0:20:20 - (Jared Erni): And we're going to go live again next week. So feel free to jump on live for a Q and a session as you keep going through the training and keep an eye out for some of those who have started. Maybe in the last couple weeks, there's going to be a really cool thing about reviews coming your way. And I'm excited to share with you the video review quiz or the video feedback quiz that we do because that's pretty unique. 0:20:42 - (Jared Erni): But that'll be a great thing for you to also be implementing into your business too, if you see that's a good fit there. 0:20:50 - (F): Sounds great. 0:20:51 - (Jared Erni): Yeah. Thank you everyone. Have a wonderful day and a good weekend. Thanice, you too. 0:20:56 - (F): Thanks, Jared. 0:20:57 - (Jared Erni): Take care. 0:20:58 - (D): Bye bye. 0:21:03 - (Narrator): Thank you for tuning to the for Impact podcast where we're all about driving positive change through entrepreneurship. Remember, your impact matters and your journey matters. If you found inspiration in today's episode, please subscribe, rate, and leave a review. Your feedback fuels our mission to empower impact driven entrepreneurs like you. You can stay connected with us on social media and go to forpactodcast.com 0:21:36 - (Narrator): to take our impact marketing challenge. Keep pursuing your dreams, making an impact, and living life on your terms.

[TRANSCRIPT] 0:00:03 - (Jared Erni): This is the for Impact podcast, the destination for impact driven entrepreneurs striving to live life on their terms and create a ripple effect of positive impact in the communities they serve. Where we put your success storyies center stage, dissecting the lessons learned and sharing insights and ideas that'll help you amplify your impact. And now, here's your host, Jared Ernie. 0:00:39 - (Jared Erni): All right, it looks like we are live. I have not done this a lot in, in this community itself. We usually jump on a zoom when we go live in the past, but this is a great platform for a community where you can actually go live through it. And we want to use that feature a little bit more because it is easier for those two to do. So I'm seeing some people joining. It's great to have here, Benito, Mar? 0:01:04 - (Jared Erni): Ema, Kennedy, Miguel, y'all. This is our live, and I can hear some background noise, and I know it'snna be a little hard to manage everyone's mics and background noise and all of that. So as we jump into the live, what I'll ask is if you could just mute your mic as we are, you know, going through question answers and q and a'things, like that. Just mute it for the time being. And then we come back and when what, you know, if you have that question, we'll just unmute from there and go from there. But the purpose of today's live is really just to open it up to some Q and A's as you guys have gone through here, let me. 0:01:45 - (Jared Erni): There we go. I found the mute muton on there. All right, we're going to open it up to some Q and A's. And I know a lot of you are newer to the community. I'd love to hear, number one, like, what has been some of your wins that you've seen so far? And number two, like, what questions can I help you with in terms of the training that you've started with already? There's some features I don't know necessarily how to use yet here, but I think there might be a way for you to raise your hand. 0:02:10 - (Jared Erni): So if you want to click on that little hand option, see if we can get that to work, and that's a good way to do it. If you've got some Q and A's or some questions you want to address, go ahead and pop that hand up and let's go ahead and unmute you and we'll talk about it. Jamise, good to see you. Jason, Joseph, awesome, you guys. Good to have you here. So what questions? Can I help with anyone got a question? You want to start? Who wants to start today? 0:02:47 - (Jared Erni): All right, Bonito, I got you. Good. Okay, so we got Jason next. So we got Bonito first. We'll go Jason next. And Benito. Let me see here if I can. It looks like you're probably unmuted. Is that right? 0:03:01 - (C): It should be. 0:03:02 - (Jared Erni): All right, perfect. How you doing? It's good to see you. 0:03:05 - (C): Good, thanks, James. Jared, first, I want to say thank you so much. You've completely enlightened my view and kind of brought me into the modern century here. From HTML code and everything you've done in your videos and training and coaching and stuff like that. I guess my biggest question right now is I've implemented all the things that I'm able to see on the training videos with the business profile on Google. 0:03:32 - (C): I actually subscribe to that heat Map program now just because I'm doing one every single day, just to. Eventually, I'd love to do a time lapse and see how I'm progressing. And I'm thinking hitting all the right points and everything. I think, you know my history where I came off of GoDaddy with no, with a terrible experience, where their SEO and nearly $9,000 of expenses with nothing to show for it. After six months, literally, they shut my Internet business down. 0:03:58 - (C): And so right now we're rebuilding that back up. But how long is it typically take for stuff to start picking up again on the heat map? It's been a little improvement, but not anything significant, even though I've done significant improvements with the you customer reviews and you business updates and you pictures, like you said, shared. You gave us that sheet with all the various pictures of inside the business, outside the business, all that stuff. So any timeline, I think I started in end of February. 0:04:29 - (Jared Erni): Okay, first of all, thank you for sharing that. I'm so grateful to hear, like, you know, that you've gotten good value so far from what we've been able to do together. And it really hasn't been that long either, too. So for you to see those wins coming in, that's wonderful. Your question about timerame, that's kind of hard to answer because there are certain things we can control, but there are also factors about Google profile that we can't control. 0:04:57 - (Jared Erni): Things about search volume and maybe some seasonality to things, but also other things, too. Saturation in the market, competition, keywords, how you're ranking right now versus keywords that you want to rank more for. But usually what we'seen is the leading indicators happening within two to four weeks, you're going to see leading indicators going in the right direction. And it sounds like you're starting to see that already. 0:05:24 - (Jared Erni): Those leading indicators are a good sign of more traffic is coming to your profile. But more importantly, they're clicking that link to your website. And this is where the secret sauce comes in as well. It's not just about ranking. Well, what happens after the click is just as important as getting the click. And so we want to also, and, and by the way, I know our training hasn't probably unlocked at that point for most of you here yet, but as you're going through the Google profile optimizations and going through the strategies and doing it over time, it's going to drive more traffic to your website. We're going to show you how to take that traffic and convert even more of those into clients for your business so that you're pulling not just a traffic lever, you're also pulling a conversion lever with it, too. 0:06:14 - (Jared Erni): So, Bonito, I think you're doing good, but there are cases where we've seen businesses rank 18 and go to number two in the matter of two weeks. There are other cases where it takes a matter of, you know, 45 days to even 60 days. The truth is, when you're doing something organic like this, there's a bit of a Runway, and it also depends on kind of where you're starting from, too. And it's hard to say exactly what that time is. 0:06:41 - (Jared Erni): The biggest factor to your ability to just train the algorithm is going to come around to your consistency and frequency and being able to feed the algorithm. So I think if you're seeing some positive change now, that's great. It'll get a little bit more clear. 0:06:58 - (C): As you, as a naval aviator. I like the Runway analogy. 0:07:02 - (Jared Erni): Yeah, cool. Yeah. I wish I had a better answer than that, but it's kind of hard to say. 0:07:07 - (C): It's frustrating when you see other companies that have like zero reviews or one review and they're rank one every single time on the heat map and everything else, and they haven't posted anything on a business update for like two years. I'm like, I've been slamming that thing every single day like I trained. It's like, I know it's going to happen. I know it's going to happen. I was just like, I just can't. 0:07:29 - (Jared Erni): Wait for it to happen. It will. It will. It takes a little time to train Google, but they also want to know that you're the most relevant and you're probably doing that right now. With the content that you're publishing. That's really part of it. What we found is that the content that you're publishing more has more to do with feeding Google than it has to do with content that people are going to see because most aren't actually going to see the content you're publishing. 0:07:52 - (Jared Erni): It's just going to feed Google in a way that puts you more in the map section, which they'll click on your website link to get your business from or call directly. 0:08:00 - (C): So in the chat. GPT oh my gosh. Talk about life changing. I that's amazing. I had no idea. I had no idea. 0:08:09 - (Jared Erni): Awesome. Well, good. I'm glad you got some good value from that. Is there any anything else I can help with, Bonita? No, that's it. 0:08:15 - (C): I'm just going to keep doing what you've been training. I look forward. So I think some more things going toa be unlocking here next week. I'm dotting my I'and crossing my t's and just have faith right now. 0:08:25 - (Jared Erni): Awesome, man. Thank you. Good. Keep it up. Perfect. Thank you so much. We're going to go to Jason if you want to unmute or actually maybe I can do this here. Oh ye, I got it. Jason, how's it going? 0:08:37 - (D): It's going great, man. 0:08:38 - (Jared Erni): Nice to meet you. 0:08:40 - (D): I literally just ran into your course this morning and bought into it. So I'm kind of brand new to the community. Yeah, thanks. But you kind of hit me at the right time. I'm launching a photography studio this year and I literally just launched my website this week. So I was really intrigued by the whole, like, you know, Google Local. I've been a marketer in the past, but I'm not too familiar with the, like, local aspect of it. And I think that's going to be really, you know, handy for for my business kind of going forward and really wanted to kind of lay the foundation for for getting some good traction within within that. So I guess my question to you is, like from, you know, you know, from just like a laying the foundation aspect, what kind of advice can you give me? Just kind of like to get my site kind of, you know, into Google, you get some traction going with those leading indicators and just kind of like lay the foundation. 0:09:37 - (Jared Erni): Yeah. Thank you for the question and congratulations on getting this business up and running. That's exciting. And for being part of local search academy. So welcome. Thank you. There is some advice I have and it goes against much of the advice you're mostly going to hear out there. Don't worry about traditional search engine optimization. Most people are going to think about the prism of traditional search engine optimization, which is how do I rank my website on the first page of Google. 0:10:08 - (Jared Erni): The reason I say that today is you've got a red ocean and a blue ocean. Red ocean is where all the competition is. Blue ocean is where it's free and clear and easier for you to win. And the reason search engine optimization is so difficult to win today is because it is one of the most saturated and competitive channels on Google that people are competing for traffic. And so especially as you're new and starting out, you're going to get way more impact if you focus that attention ono local search, which is the map section in Google. 0:10:41 - (Jared Erni): So I think you kind of probably knew that. But that's just setting the foundation here because I don't want to talk a lot about like the SEO strategies of how do I rank my website does, you know, all of these things because it's not really going, the input it requires for the output you get isn't going to be worth it right now. 0:10:57 - (D): Yeah, that, that's great. I mean, I've already started kind of running a few little ads just to kind of get, you know, it out and some awareness out in the market, you know, but like I think the local piece of it, like kind of, I'm going to focus my energies into that versus like traditional, like SEO. I think that's great. 0:11:16 - (Jared Erni): So another thing that I could say about how you position your website, that will make a lot of difference here, too. I know a lot of photographers, I don't know how your site is, but photography is very visual and so a lot of photographers like to take a very artistic and aesthetic take to their website to make it beautiful with imagery and things like that. And that's good. But what I just some advice I could give you that would help you make more conversion is in the top part of your website. This is what we call above the fold before you even scroll down. 0:11:48 - (Jared Erni): And if you could find a way for you to create a really great offer to go right at the top, that's going to help serve you very well. And usually what this offer for photography, it could be, there's a, a lot of ways you could do it. I've worked with other photographers too, by the way. I used to do photography. No, nice. So know, I know the space, so I don't know what kind of like what is your specialty with photography? 0:12:14 - (D): I'm doing the beoir niche. 0:12:17 - (Jared Erni): Oh, okay. Gotcha. Yeah. So you could probably put like some sort of introductory photo shoot type of offer there. It doesn't have to be all of your services, but here's the three things I would add to every offer. It doesn't need to be price based. Like, what I want is people to get away from being focused as a commodity, a similar service for similar price, and focus more on value creation. Got it. 0:12:42 - (Jared Erni): And we often already create a lot of value in what we do. We just aren't good at articulating it. Sure. Yeah. So one of the things that I found that really helps articulate value is whatever your offer is, give it three bullet points. Your first bullet point is always going to focus on not selling the service, but selling the transformation of your service. So, like, you're not selling a bodar. I'm sorry, I don't know word how to say it very well. BoD. Okay. You're not selling the photo shoot itself. 0:13:17 - (Jared Erni): You're selling how that makes someone feel. Yeah. And like, you know, stat the increase in status and, like, you know, the confidence that they have and things like that. That's what you're really selling. So you want to speak to that. The second bullet point will focus on the emotional benefit. Again, how you feel has 40% of a buying decision. And so no one talks about how, you know, feel how you're going to feel because of this. And that's why you can get that extra connection in how your offer makes them feel. And then third bullet point is my favorite. 0:13:50 - (Jared Erni): This is what we call a value add on. It's your opportunity to completely over deliver in an unexpected way. And I use this analogy a lot, so you probably have heard me say before, some of you, because it's my favorite offer that we've done. We were working with a flooring contractor, and he said, when you get a new floor installed by us, we'll also give you a free roomba vacuum to keep it clean every night. 0:14:14 - (Jared Erni): No one does that. You know, it's so different, and that's why it works so well. So we're working with another, like a fitness place. And, you know, every fitness place offers a free tour. Well, with theirs, they also have, like, a nutrition side to the business. And so we did is we said, hey, book your free tour and lunches on us. And so they like, it's so like, whoa. Instant value that you don't see every day. So I like to get creative and find a way that I can over deliver right off the top that's going to help you make way more perceived value in any offer you put out there. 0:14:48 - (Jared Erni): Yeah. 0:14:49 - (D): And right now my site is totally with the pretty pictures upfro front. So I need, I'm going to have to massage that, that homepage and get, get an offer upro front because as soon as I saw your, your, your video this morning on, on your site, I'm like talking about the opportunity. I'm like, yeah, I need to do that and get that above the fold so people don't have to scroll down to see it. 0:15:06 - (Jared Erni): Yeah, it's gonna reduce that friction. And you know what? More than 70% of the near me search you generate from Google converts to a same day purchase. So. Awesome. You know, the first thing that you do when you go to a restaurant is you get the specials menu, right? So let's, let's make it easy for them to get that specials menu for you and make that first step moving forward. And maybe that offer, like, we even create offers out of getting a free estimate. Like you can create an offer out of anything if you. Sure. 0:15:34 - (D): That's awesome. 0:15:34 - (Jared Erni): Thank you. Appreciate it. Welcome. All right, perfect. Thanks for the question. Jason, we got Joseph. How are you doing, Joseph? 0:15:45 - (E): Better than I deserve. What about you? 0:15:48 - (Jared Erni): Good to have you here. I see your hand up. Did you have a question you wanted to ask? 0:15:54 - (E): Yes, sir. Two questions. First is between getting reviews and putting pict up, which weights more heavily as far as is concerned. And the second question would be, I busted my rear end over many years to get a lot of reviews, which is great, but the frequency of reviews has slowed a little bit. So I'm wondering if factor, if the rate of which reviews used to come in doesn't happen anymore, if that makes sense. 0:16:21 - (Jared Erni): Yeah. So it was a little hard to hear from your microphone, and I'm not sure I got the first question, but let me reframe. So the second question, it sound like you've gotten, you've had a certain flow of reviews, but that review Cadence has slowed down. And you're wondering if there's a way to help that, right? 0:16:40 - (E): Sure. First question was more along the lines of, if I have to choose between spending time on getting reviews or posting pictures, I'm guessing use count or wait more heavily with Google as opposed to pictures. Obviously. Want to do both. I just want to check, please. 0:17:00 - (Jared Erni): Oh, okay. Got it. Thank you. So what I like to do, photos are one of your secret weapons to feeding the algorithm daily because reviews may not happen daily. And so I want you to make sure that there's some sort of daily touch point that goes on to your Google profile because the more frequent and consistent you feed that algorithm, the better it's going to perform for you. I don't know if I would say if you had a choice between one or the other. 0:17:25 - (Jared Erni): I think there's some things you can do to automate review generation a little bit more than photo posting. And so if you have those things in place, then that can kind of work behind the scenes for you a little bit more than post, than posting photos because that has to be done manually. But there's some things that can help. Help with that, make it easier, because, you know, if you want to stick with something, the easier and more effortless you can make it, the better you're going to stick with it. 0:17:55 - (Jared Erni): So one thing that we do is we call photo batching. And this is where maybe you schedule a ten or 15 minutes a day, not a day, I mean like once a week or maybe once a month, you schedule some time where you go and take all the photos that you're going to need and then you put them into a particular album on your phone. And then that way for the rest of the month, if like the first thing you do when you sit down at your desk is upload a photo to Google or you just kind of like make that a routine that it takes 30 seconds to jump on your phone and find a photo from that album and just publish it. And now you're getting that constant touch point. So it doesn't have to be a big process to do on a daily basis. 0:18:35 - (Jared Erni): On the review side, hopefully that helps. Does that kind of help a little bit with that first question? 0:18:41 - (E): Yes, sir. A quick follow up to that though would be if I'm taking and location services on my phone and it shows the GPS location, but I then send it to myself so I can the file name so that it has some of those keywords of some of the, instead of the random file name that's assigned by my camera. Does that even matter? 0:19:05 - (Jared Erni): So, yeah, great question. And it was a little choppy. So I'm not sure I missed it. Anything. I may have missed a little bit of that, but I think I got it. You're talking about the geo tag. So every phone, when you take a picture, unless it's disabled, will attach a geoag to a picture. So that's basically the geographic coordinates of where that photo is taken. And some people say that Google strips out pretty much all of the metadata of a photo. Today, however, I have found that the geotag still helps. 0:19:42 - (Jared Erni): We've been able to see call volume increase and decrease in a radius based on where people are posting photos with that geotag. Now the other thing that a lot of people will do is update, try to add metadata to their photos, like changing the file name with have some keywords in it and things like that. And I know that's actually something that's in our Google profile optimization guide which I haven't gone back and actually taken out. 0:20:07 - (Jared Erni): But the thing is today that's probably less effective. And the reason is because Google does strip out most of the metadata, even that from it. So to make you're going to get the most impact and make it much easier on you. If all you do is grab the photo from your phone and just go into the map application, Google Maps and upload it directly to your profile, there it will have the geo tag and you're gonna get more impact because you did it versus the impact that you'd get from taking it into some application and trying to add more metadata to it and then uploading it. 0:20:44 - (Jared Erni): Does that help? 0:20:47 - (E): If you could just let know about the review frequency. Oh yeah, the second. 0:20:52 - (Jared Erni): Yeah. Thank you. So the review frequency, I don't know if you've. Do you have a strategy to generating reviews? How have you been getting people to leave reviews for you before? 0:21:04 - (E): So I haven't moved to NFC cards or anything like that. I have been very effective in giving people the Google link. I asked them. So a m mobile detailer, I usually serve one customer a day. Some of them are repeat. So I'm not getting one review a day. But I send them a text and I just tell them reviews are like oxygen in my business. Here's a link. Really appreciate if you click on it. But before I leave their driveway, I'm in the eye and saying, did I earn the right to ask you for a review? 0:21:35 - (E): So it's almost priming of the pump, if that makes sense. 0:21:39 - (Jared Erni): Yeah, absolutely. That's great. Love it. So you're doing the right things. One of the things I found to help with reviews is if you have multiple touch points to getting that review to. So it sounds like you have a really good personal, like you're there, you ask if you've earned the right and then you text them a link to make it easy. So you're doing the right thing. Another thing that could be an interesting way to just maybe encourage that review to be left a little bit. 0:22:08 - (Jared Erni): And I think in your situation it's, it all happens kind of instant, instantly here. But I was talking with a gentleman who owns a wellness center. He said about the third visit in is where people are like in love with what we do. And so he has it set up where on the third visit, before they leave, he pulls out a little like a free complimentary on the house K. Bacha and gives them that drink. And then on it is a little card to leave a review and asks, know, I'd love to have a review from you, but want to send you with a free Kumbacha drink as well. And there's a reciprocity that happens there where people, because you overiver, they want to give back too, and they're more inclined to do that as well. 0:22:51 - (Jared Erni): And so I wonder if there's maybe an opportunity where at the end of what you do, you have a small thing that you could add that just kind of like over the top delivers in a way that's like, hey, and by the way, I'd love if you could leave a Google review. I think they'll be more inclined to wanting to do that for you versus just asking after the job too. Does that make sense? 0:23:15 - (E): Yes, sir. Thank you very much for your time. 0:23:18 - (Jared Erni): One other thing that is an idea that we've used before too, is we've actually printed like one of, so it's really important for businesses to build continuity and repeat business too. And so in your place with like mobile detailing, if you left them like a review card, you know how you can print business cards? You can actually, you know, create business cards. But I call them review cards. And on one side it gives them like a QR code and an easy link to leave a Google review. 0:23:49 - (Jared Erni): And then on the other side, it's like a incentive for them to call you for the second visit next time. So maybe this is like a 10% off next call or whatever. It doesn't have to be that. It can be some sort of cool offer, but you have an offer on one side and an invitation for a review on the other. That's another way to over deliver. But that card is probably going to go sit in their wallet. They'll see it over and over and over again later on, right? Reminding them to still leave that review you asked for if they'forgotten. 0:24:20 - (Jared Erni): So that's another kind of little thing you can do too. 0:24:25 - (E): Excellent. Thank you, sir. 0:24:26 - (Jared Erni): You're welcome. All right. I am. You know, I'm going to make these lives longer because this was kind of the first in a while that we've done. But I've got a hard stop that I've got to get to. I can go overime just a little bit here. But we've got a good group on here and so I want to take a few more minutes and just answer any other questions and then we'll get some the next Q and a scheduled in there so you can see where that's going to happen. And I'll probably build out the calendar so that you can see more of them in the coming future too. 0:24:58 - (Jared Erni): But are there any other questions like Beito raised his hand as well. Go ahead, Benito. 0:25:03 - (C): Yeah, I put it in the chat, but real quick to follow on, on the photo question. Thanks to your program, I've got hundreds of older audio video projects and I know Google might look at the geotagging. Does the age of the photo hurt me in any way or. No, just I'm kind of working backwards and posting pictures from older projects. But could that hurt me? 0:25:23 - (Jared Erni): I don't think so. I don't actually have data on that, but I don't think so because the content is freshly published at that point and I think that's where you're going to get the most impact. So I don't know that Google looks at like the metadata to determine the age of your photo. I'm not sure that that would affect anything. 0:25:39 - (C): And just post away that the more the merrier. 0:25:41 - (Jared Erni): Yeah. Yeaheah. Now I have seen depending on businesses and I'm not sure how it is today because Google's made several changes and they don't really share all the details about all those changes usually. But I have seen some business profiles limited to like 100 photos, but others you could continue to post after that. So I think some of that is determined based on what type of business you're in into. 0:26:07 - (Jared Erni): The idea here, though, is that it's far better to publish 100 photos over a longer period of time than it is to publish 100 photos in one day. 0:26:18 - (C): So just make it more business update qualify. Does the business update with photos qualify as photo upload? Is that the same thing or do both? 0:26:27 - (Jared Erni): Yeah, I would do both because it's kind of a different channel in Google profile itself. And so you're going to give yourself the added value of having two ways of producing content on Google instead of just one, though it sounds like it could count because a post or an update has a photo and content. 0:26:48 - (C): Video. 0:26:49 - (Jared Erni): Yeah, and video. Yeah, exactly. 0:26:50 - (C): I'm working it. I'm working it. Jared, thank you so much. 0:26:53 - (Jared Erni): You're welcome. You're welcome. All right, we got a bad. All right, did I say your name? How do you, how do you pronounce. 0:27:03 - (F): Your name a bad moral. 0:27:06 - (Jared Erni): I bad. Okay, good. How can I help you today? 0:27:09 - (F): Okay, sir, my question is that if you have an e commerce website and you don't have a physical store, then you tag your business on Google. My business. Then how would you upload the photos? Because you don't have any physical storefront. And what would the option left to you to post the photos on Google? My business. 0:27:35 - (Jared Erni): Yeah, great question. So in your case, technically your business is not in line with the terms of service for Google Business profile. The types of businesses for Google Business profile are a physical brick and mortar where people come to, or it's a service business where you go to the client. But if you are in an online business or an e commerce business, Google profile isn't the best avenue for your business. 0:28:06 - (Jared Erni): Now, sometimes you can still have a Google Business profile because, you know, they allow you to get through it, but they're getting more and more difficult to get verified if you're outside of those, those kind of qualifications, if you will. So their qualification or their verification process is getting a little bit stronger, I would say. But one thing you should look into is the shop feature with Google. 0:28:32 - (Jared Erni): So Google has the ability for you to actually put products up on Google. And you know, probably if you've seen you searching those products, you can see Google puts little products up there that you can click on and it takes them right to that eco store. That's a feature that I think you should look into. Does that make sense? 0:28:51 - (F): Okay, quite clear. But still, I have a query that the products which are enlisted on my e commerce website, you mean to say that I can also put their pictures on Google Business profile? Is it. Am I right? 0:29:08 - (Jared Erni): Yeah. Let me actually get the right terminology because it won't be through Google Business profile. But let me see here. Shop. Let me see here if I can find it. Ah, here it is. It's called Google Merchant center. 0:29:44 - (F): Okay. Okay. Google merchants cent. I will go through it and find. 0:29:49 - (Jared Erni): Yeah, if you go to Google Merchant center, this will allow you to show your products at no cost on Google, similarly to how Google, how local businesses can feature their businesses on Google Business profile. But it's kind of a different channel, if you will. 0:30:09 - (F): Okay, sir. Got it. And please, if you don't feel it hard for you, there is another question that I want to ask that. The question is that, that what kind of services will you be giving to us if you, if we pay your purchase services? What. What kind of services will be available for my business? 0:30:32 - (Jared Erni): Meanserc business? 0:30:34 - (F): What kind of services we can avail from you. 0:30:38 - (Jared Erni): So your type of business isn't really my wheelhouse. An e commerce website or an online business like what you have. There are certain things about local search academy you're going to find a value in for sure, but it'it's beyond what I can give you with local search academy. It's not really the type of business that I would take on and do actually more work with because our, our focus is more on the local, local business. 0:31:08 - (F): So nice of you. Thank you. Quite clear. 0:31:11 - (Jared Erni): You're welcome. Hopefully you can stay in the community, but if it doesn't make sense because you're kind of going a different direction with your online store that totally understand, just reach out to us and we can help you, you know, make the next steps to where you need to go. 0:31:26 - (F): Thank you. 0:31:27 - (Jared Erni): You're welcome. I've got time for maybe one more question. And I see. I see one more hand up. Joita Billilson. How are you? 0:31:37 - (G): Hi. This is trew v, by the way. I represent Junita. She's not my boss is not available at the moment, I think. And, you know, I I'm trying to log in using my own account. Like, I mean, on the app, you know, not on the app, but on the app. Do attractoscale.com. I have added myself as the staff, but whenever I try to log in, you know, using the zoom link, it won't let me. It won't let me use my, my own email, so I tend to use Junita instead. Okay, got yeah, yeah. So here u we're trying to, you know, u check we're actually interested in getting the funnels. 0:32:22 - (G): Right. And then I've watched your videos. I'm not yet done watching everything, but how about if we have already a website and then we wanted to add the funnels? How can we do that? 0:32:35 - (Jared Erni): Oh, so that's a great question. And just to kind of set the stage for this, Joita is actually a client in our higher level program where we're personally working with you through the process as so some of these questions are probably a little more than what most people see in local search academy, which is quite allght, butl so everyone knows a sales funnel is really just a process of getting someone from point a to point b. And what we're doing is we're building a website that facilitates that process. 0:33:05 - (Jared Erni): And so earlier when I was talking about offer strategy, the next phase to that is how do you create a website that will capture that lead and immediately start nurturing that lead? So you increase your bookings. There's a lot of ways you can do it. And depending on your situation, we can figure out which is going to be the best fit for you. If you currently have a website, one way is we can integrate the funnel system into your existing website so you don't have to replace anything, you don't have to do a big overhaul or change. It doesn't have to rock the boat too hard, but we would work with you on getting that integrated properly so that you can see that lead conversion. We recently did this with a big fitness center as well, and it's working great. Just check their lead volume today and it's working great. So that works. 0:33:49 - (Jared Erni): The other option is if it's something that makes sense for you, and maybe this doesn't, but for some businesses, just a complete overhaul of their website is going to serve them really well. If that's the case, we can just build that funnel for you and then replace it that way. So there's both those options. But I think since this is kind of not the place where I have the access to all of the account details and, you know, it's the LSA community, what I'd recommend is if you grab a quick 15 minutes call with Taylor to cover the next steps for where you're at to get the clarity on getting that set up for you, then we can actually get that done. 0:34:27 - (G): Sure. Okay. Yeah, I'll. Yeah, do that instead. Well, yeah, we're actually have, again, we already have the site, but Junita said that we're trying to. It's a third party. They, you know, develop. It was developed with the third party people, but we're trying to get an access to that and we're still waiting. I think they said that they will give it to us after, you know, next month. So I don't know if it will affect. 0:34:57 - (G): If we can, if we will integrate, you know, those. The funnel system to the website or do we have to, do we have to provide to you the logins, you know, the access? 0:35:10 - (Jared Erni): It depends on the platform. And it's hard for me to say without knowing a little bit more. But that's why I think maybe getting on that call with Taylor, he'll be able to look at your specific setup to just get a better understanding. Here's what makes sense. 0:35:24 - (G): Okay. Okay. All right. 0:35:26 - (Jared Erni): Yeah. 0:35:26 - (G): Okay. I'll do that. 0:35:28 - (Jared Erni): Perfect. Well, good. Well, I hate to say I love this, but I've got to run to my next meeting. But we will schedule more lives coming up and it's great to see all of you there. If there were anyone here who had a question that we couldn't get to, go ahead and post that into the community and I'll make sure we get a response back to you today. It was great having everyone here. Take care everyone. 0:35:54 - (Jared Erni): Thank you for tuning to the for Impact podcast where we're all about driving positive change through entrepreneurship. Remember, your impact matters and your journey matters. If you found inspiration in today's episode, please subscribe, rate, and leave a review. Your feedback fuels our mission to empower impact driven entrepreneurs like you. You can stay connected with us on social media and go to for Impactpodcast.com 0:36:27 - (Jared Erni): to take our impact marketing challenge. Keep pursuing your dreams, making an impact, and living life on your terms.

[TRANSCRIPT] 0:00:03 - (Jared Erni): This is the for Impact podcast, the destination for impact driven entrepreneurs striving to live life on their terms and create a ripple effect of positive impact in the communities they serve. Where we put your success storyies center stage, dissecting the lessons learned and sharing insights and ideas that'll help you amplify your impact. And now here's your host, Jared Ernie. 0:00:38 - (B): He made up blunder when I scheduled this Q and A, I was in the central time zone. I meant to schedule it for noon, but they actually put it to 01:00 p.m., Eastern, which is the time zone I'm typically working from. And I didn't know that that was just something it automatically did because of my time zone adjustment. So I am sorry about the any, you know, kind of misinformation about the time I'm going live today. 0:01:01 - (B): We haven't done this for a little while, but we're going to be doing this a lot more frequent. And what I want to do is provide an opportunity to go live frequently with the group here to answer questions, high level advice, tips, keep you apprised to what's working best in the market so you can stay on the cutting edge, leveraging the strategies and the frameworks that we share with you in local search academy. 0:01:21 - (B): But normally what I'd do is take on some, some guests who want to come on and ask some questions. But because of this scheduling blunder, I'm not sure a lot of people are going to be getting on here. So what I'm going to do is dive into a little bit of training I think will be really helpful to cover offer strategy. And this is really one of the foundational, most important pieces to your business. To really get a clear, strong offer. 0:01:46 - (B): It gets overlooked. It often gets overlooked. And the reason for this is that most people tend to look at other businesses and model what they're doing because they look successful and we end up actually hurting ourselves in the way that we position ourselves online with an offer strategy. So let me actually jump over here real quick. You haven't heard about this. This is the book $100 million offers by Alex Ramoi. He goes deep into offers and how to create what he calls an irresistible offer. 0:02:16 - (B): This is a no brainer that basically someone would feel stupid if they said no to it because you've made the offer completely different, stand out, have so much perceived value. There's no way someone could say no to this who actually wants what you are providing. And that's the idea of an offer. But how do we do this? A lot of people I talk to think about an offer as a price promotion, or a discount, or a special, or things like that. 0:02:43 - (B): That is the absolute wrong way to create a real offer. The reason is because what you're doing is conditioning people to view as a commodity instead, which is a similar service for similar price. And then the best way to compete as a commodity is to be the one that charges the lease. That is not the healthiest way for you to grow your business. But the other way to compete is to create an actual offer with more perceived value. 0:03:08 - (B): And when you do that, you're going to attract people who care more about convenience, quality and value than price, allowing you to charge more, or at least charge what you're worth, allowing you to stand out from your competition and allowing you to generate more leads and sales to your business. If you don't do anything other than getting really good at an offer, at creating good offers, that'll do more for your business than anything else. In fact, I've also seen that if you have a mediocre or poor offer, your marketing has to be excellent in order to do well. 0:03:42 - (B): But if you have a really great offer, you only need mediocre marketing to do well. You're going to have so much conversion coming off of that offer. Here's a breakdown. Let me share with you, Adam. Adam was a landscape lighting company that we were working with. When he came to us, he was struggling to feel his cru'calendar. He was out in the field every day. We helped him create a real offer out of getting an estimate for landscape lighting. And when we initially launched that, within 30 minutes, he got his very first client from that offer going live. 0:04:13 - (B): It was incredible. He couldn't believe how quickly that would actually work. And the thing is, most people feel like they need more traffic in order to get more business, though that could make sense. But what we often find is that it's not a traffic problem, it's a conversion problem. You're getting enough traffic, at least even have a little bit of traffic. But if you have better conversion and a better offer, you're going to maximize the way that you convert that traffic. And that's the element that most people skip over or don't think about is getting better at your conversions is another way to grow your business. And if you can get more traffic and better conversions, then you double amplify your ability to scale. 0:04:53 - (B): So here's a framework that we use to creating offers that I think can be helpful to think about. I created what we call our three point offer framework. This is not the only way to create an offer, but it's an effective way that you could use to create, to apply to almost anything and create an offer with more perceived value. So number one is you're going to create three bullet points for anything that you're providing as an offer. So think about your offer. You're going to give it three bullet points. The first bullet point is going to focus on selling the transformation, not the service. 0:05:24 - (B): Most people think that they need to sell the service and the service is what people are buying, but that is not the reason people buy that service. They really want is what the transformation or the result of that service. And that's what we're going to focus on. We're going to sell that. Number two, we're going to focus on selling the emotional benefit. 40% of a buying decision is based on emotion and we need to tap into that because no one else does. 0:05:47 - (B): So you're going to use limbic messaging here and create the emotion that people are going to feel because of working with you. And then number three, you're going to focus on a value add on. This is a way to. Oh, it's really your opportunity to over deliver in an unexpected way right from the start. And when I say this, people go, I'm not sure what you mean. Well, here's an example. We had a landscape. 0:06:11 - (B): This is a flooring contractor. And when we put their offer together, this is one of my favorite. So I've used it a few times. We said, when you get your new floor installed by us, we'll give you a free roomba vacuum to keep it clean every night. No one does that. No other contractor does that. And that's why it works so well. So if you think about it, we're talking about three bullet points. We're going to say, you know, get your dream home new floor estimate with us. 0:06:40 - (B): You talking about the transformation. Number two, feel proud to host family and friends in your home and have a space that you can enjoy company in. Right. And so emotional benefit. And number three, plus, when you get your new floor installed by us, we'll give you a free roomba vacuum to keep it clean every night you can see. And then you have that call action schedule your free estimate now. Right? That is so different. 0:07:09 - (B): If you do something like that with your business, you're going to actually stand out way ahead of your competition, you're going to create way more perceived value, you're going to generate a lot more lead flow, and you're going to attract higher quality clients, all because of how you position that one thing. And I want to actually go back to one thing I said then you have, you know, schedule your free estimate. Now, I don't like saying free estimate. 0:07:31 - (B): I want to go back to that because I want you to get creative and say it in a little different way. And the reason for this is because if you're saying, if you're booking an estimate or quote or things like that, saying free is cheap there. Saying free is just your, most people expect a free estimate if they're going to work with you. So. And everyone says it, so it doesn't mean anything. So let's think of a little bit of different way to say that. Right? But book your estimate now. 0:08:01 - (B): That's better. So that is my three point offer framework. If you have any questions, pop them into the comments. I'd love to answer those. And we're going to schedule more of these Q and A's where you can join and actually interact with me online. But I look forward to having you guys more active in the, in the community here and, and love to, love to answer any other questions. So if you have other questions or topics you'd like to address ahead of time, pop them into the community as well. 0:08:24 - (B): I look forward to seeing you guys on the inside. 0:08:32 - (Jared Erni): Thank you for tuning to the for Impact podcast where we're all about driving positive change through entrepreneurship. Remember, your impact matters and your journey matters. If you found inspiration in today's episode, please subscribe, rate and leave a review. Your feedback fuels our mission to empower impact driven entrepreneurs like you. You can stay connected with us on social media and go to forpactodcast.com 0:09:04 - (Jared Erni): to take our impact marketing challenge. Keep pursuing your dreams, making an impact, and living life on your terms.

[TRANSCRIPT] 0:00:03 - (Jared Erni): This is the for Impact podcast, the destination for impact driven entrepreneurs striving to live life on their terms and create a ripple effect of positive impact in the communities they serve. Where we put your success stories center stage, dissecting the lessons learned and sharing insights and ideas that will help you amplify your impact. And now here's your host, Jared Ernie. 0:00:41 - (B): Into the week in between Christmas and New Year's. And it's quiet around in the business community. Like all the, all the business owners I'm working with are taking a little time off right now, and I wanted to come on and share a little podcast episode about something I've been thinking about. Because over the conversations I've had with a lot of business owners, about half, 50% of them are scared to death to sell. 0:01:06 - (B): They have this misconception about sales that causes them to have some false beliefs that prevent them from being able to sell effectively. The other half feel like they're the best at sales, but obviously there's room for all of us to improve. And I wanted to touch on something about sales that I think will shift a little bit about how at least the 50% who struggle in that space think about sales as a thing. 0:01:34 - (B): The reason people hate sales is because they have this misconception that it's manipulative, and that your sales is convincing someone to buy something they don't need, want, or can afford. And if that's how you perceive sales, of course you're going to feel yuck about trying to sell your services or products too, because you come from a place of a false belief that this is manipulative and you're selling stuff that people don't need, don't want or can't afford. 0:02:11 - (B): That's no fun. I don't like that. That doesn't make me feel good. It doesn't make them feel good. It makes everyone feel yucky. And that is why people have this misconception about sales. Because there are people out there who abuse cells, or use cells to be manipulative, to sell for their own purposes and desires. But cells truly isn't or doesn't need to be manipulative. There's also a process of sales where it is convincing people, or convincing someone to buy something, or excuse me, there's two ways to sell. 0:02:50 - (B): Let me clarify this. There's a selling when you're convincing someone to buy something for your desires, or persuading. Persuading is different. Persuading is persuading someone to buy something or to make a decision that they already desire to make for their own reasons. Okay, so let me reframe this so I can be really clear. Convincing someone is selling something I desire for my reasons. Persuading someone is selling something and helping them make a decision they already desire to make for their reasons. 0:03:36 - (B): Does that make sense? So there's really two ways you can go about this. One is selling to convince people to buy for your reasons, and the other is to persuade people to buy for their reasons. So selling can either be something you do for you, or it can be something selling something for them. And that's the difference. There's a higher law to sales, a higher way to sell that is actually one of the highest levels of service you can provide. 0:04:13 - (B): But the key is that it's not to meet your desires and needs. It's to be of service to meet their desires and needs. And that's the big difference. So, let me share with you a quick backstory on sales. I was actually working. I've been trained by a lot of really great salespeople as I've invested in different coaching and different mentorships. Neil Tricarico has been super influential with me. He was actually Tony Robbins, number one sales guy for like, eight years, ran his whole sales department. 0:04:48 - (B): I've been working with folks at AD outreach and wonderful salespeople there. Dave has been tremendous at helping me coach me through things over there. And even when I've been coached by such great people, every salesperson goes through cycles where we need someone from an outside perspective to look in and help us identify things we're too close to the problem to see. So this is one of those stories. 0:05:15 - (B): I was actually having a really great month, and then the month after that, it died down. It completely tanked, and I couldn't figure out why I was struggling the way I was to sell that month, but I got in my head and I couldn't see that. And so as I was going through some coaching, trying to figure out how to rebound from this, one of the best pieces of advice I got from Dave over at outreach, he said, he said, you're recording your calls, so why don't you go back and pick out your best three sales calls from the month that you did really, really well, and then pick out three of your calls that you know you should have closed from the month you've struggled in. And I want you to compare both of those, and I want you to go through and write down everything that you see that is different from those scenarios. 0:06:10 - (B): So I did that. And as I was comparing those calls, I noticed two major things. Number one, my best sales calls were averaging around 45 minutes, and my worst were going over 75 minutes long. So even the more time I spent on the call with that person, it was derailing my ability to help them make a decision that they already wanted to make for their reasons. I was having a harder time helping them see that value and being able to make the decisions. 0:06:40 - (B): The second thing I noticed was that on all my good sales calls, I was wearing this particular blue button up shirt. And on my other sales calls, my terrible sales calls, I was wearing a t shirt kind of like this, but a little bit different. And I realized something there. And as I noticed that, at first I just noticed it, but I didn't know what it meant until I spent some time thinking about it. And what I realized was, it wasn't the shirt. The shirt wasn't what made the difference, but it was what the physiology of putting that shirt on did to my mindset that allowed me to show up at a better place or be more present for that client that led them to better making better decision, not making better decisions, but allowing them, serving them in a way that allowed them to make the decisions, to move forward with something they already want and needed. 0:07:43 - (B): And that was what was really game changing for me. I needed to figure out how to put myself back in that mindset. And so I began again by starting putting on that shirt again, buttoning it up, doing the physiology of that process that made me show up at a higher level. And that was really helpful because it brought out a better me in each of my calls. That's what was super powerful about it. Well, shortly after that, I had my best sales month in business ever. 0:08:21 - (B): And I've been able to look at that as a learning lesson. Has helped me discover some things about how I sell that make all the difference. Because, again, the higher way of selling is not convincing people to buy something they don't need or want. It is being in a place in your own mindset and showing up in a way that serves that person to really unpack the value that they seek in a way that allows them to make decisions to move forward. 0:08:54 - (B): And I'm going to give you three tips that I learned through that process to help me persuade people to make decisions for their reasons. So the first that I want to share with you is, number one, you may have a really great product, a really great service. You might be the expert that they need, but do not tell them how good you are. Demonstrate it by asking good questions. If you can get to the point where you're asking good questions. 0:09:28 - (B): Not only are you demonstrating your expertise in the area that you serve in, but you're also uncovering the real problems, needs and desires that that potential client has that allows you to serve them at a higher level. Instead of a cookie cutter process that everyone should buy what I have to offer, you should hold back that and only offer it to the people that are a really good fit to genuinely get good results with that. Does that make sense? 0:10:04 - (B): You shouldn't pitch to everyone. You should only pitch. I'm going to actually touch on that here in a second, but should only be pitching to those people who are a good fit to get great results with what you offer. Does that make sense? So, detach yourself from trying to close everyone and come from a place of service where you want to understand them first and then give them the solution. Does that make sense? 0:10:36 - (B): Demonstrate how good you are by get good. Asking really good questions. That's number one. Number two, I just said pitch, pitch, pitch, because I wanted to set this up. But the truth is that we do not want to pitch at all. Pitching is for salespeople who come in and say, hey, this is what we can do. Blah, blah, blah, blah, blah, blah, blah. Here's feature, benefit, feature, benefit, feature, benefit, feature, benefit, buyer thing. 0:11:01 - (B): We're not going to pitch. We're going to prescribe. It would be malpractice for a doctor to have you come into the office, not ask you a single question about your situation and just prescribe you a subscription or prescription. That's what we often do with sales, is just writing off those prescriptions without clearly understanding the potential client. So again, it goes in with line one, get good at asking good questions. But number two, don't pitch your product or service. 0:11:42 - (B): Prescribe the solution that they need to get the desired result that they want. In line with that, we're not going to sell the service. We're going to sell the transformation the service provides. Does that make sense? But you cannot do that if you don't ask the questions that allow you to understand what the desired results really are that your potential client wants. And number three, this is a really wise thing. I heard by Myron golden, someone who I admire, love his books, listen to him speak, even sat next to him for lunch once. 0:12:27 - (B): And almost everything that this man says, I absorb as like business gospel. He's so brilliant. But one of the things that he said that has always stuck with me is you need to discipline yourself to do the thing that you might not be good at while it's not working long enough to make it work, you need to discipline yourself to do it while it's not working long enough to make it work. What that is is what he calls lasting through the learning curve. 0:13:06 - (B): Learn from everything that you do and dedicate yourself to the process. Not the end result, but the process. Because the more you do it and the longer you do it, the better you're going to get. And I promise you, as you start looking at your sales, I hope that these points help you a little bit in thinking a little differently about how you approach sales. But coming from a place of service rather than a place of manipulation, and continue to practice that. 0:13:34 - (B): Get really good at asking questions. Prescribe instead of pitch. Seek to understand your client and sell the transformation, not the service. If you do those things, you're going to see a much stronger connection with the person that you are selling to, and you'll be better at helping them and persuading them to make decisions that they already want to make for their reasons only. 0:14:07 - (Jared Erni): Thank you for tuning into the for Impact podcast where we're all about driving positive change through entrepreneurship. Remember, your impact matters and your journey matters. If you found inspiration in today's episode, please subscribe, rate and leave a review. Your feedback fuels our mission to empower impact driven entrepreneurs like you. You can stay connected with us on social media and go to forimpactpodcast.com 0:14:39 - (Jared Erni): to take our impact marketing challenge. Keep pursuing your dreams, making an impact, and living life on your terms.

[TRANSCRIPT] 0:00:03 - (Jared Erni): This is the for Impact podcast, the destination for impact driven entrepreneurs striving to live life on their terms and create a ripple effect of positive impact in the communities they serve. Where we put your success stories center stage, dissecting the lessons learned and sharing insights and ideas that will help you amplify your impact. And now, here's your host. Jared Ernie. 0:00:38 - (B): Had several conversations this week with people about the subtle shifts we do that will open up a massive stream of new leads and sales to your business. And this is just with a simple shift in how you position yourself online. And so I wanted to dive into that in today's podcast episode to really give you the framework in how you can do this, but show you also how simple it really is. So let me first give you a little backstory. 0:01:03 - (B): This is with Jerome back. I mean, years ago when I was just kind of experimenting with these frameworks, I had met Jerome. He was actually a client of ours and a partner with ours in our prior business. But when I was looking with him about his marketing, we had met about his website, and I was curious to understand how many leads he was generating from his current website. He had a really nice WordPress website that he spent a lot of time and energy in building out, creating a lot of information out there. And you really go in the traditional method of SEO, trying to optimize it for better search results. But he couldn't give me a good answer on the number of leads. He gave me a guess, but there was no real way to track how many people were actually moving forward because of coming to his website. 0:01:48 - (B): And so with encouragement and a little bit of reluctancy, he agreed to allow me to actually completely scrap the website just for a few days to test and replace it with an actual sales funnel site. Today I call this a homepage funnel. But a sales funnel is a process of taking someone from point a to point b, and in a digital landscape online, what we do is we create a website that actually facilitates this journey. 0:02:14 - (B): And that's what I call a sales funnel rather than a traditional website. So we set up a sales funnel for him, and over the next three days, we just wanted to see what would happen with the amount of traffic he was already generating to his website. We knew this wasn't a traffic problem, it was a conversion problem. In three days, I can't remember the exact number, but he had twelve to 15 new leads come in through this funnel. In just three days. 0:02:39 - (B): He had four actually book under the calendar. And on that third day, the first had come in for an offer that he was giving, but they also upgraded to a one $200 package, and he could not believe the difference in three days what this subtle shift allowed him to do. And over the next 30 days, he generated in between 60 and 70 new leads with no new traffic at all. Simply by making the simple shift of how he positioned his website and going forward. He was actually, at first he was super excited, and then he got a little bit angry. He was like, because he didn't realize how much money he was leaving on the table by not having his website function this way. Now most local business owners are doing the same thing. They see everyone else does, and they're modeling other businesses that are doing mistakes. 0:03:29 - (B): They're getting a traditional website, they're putting up information on it, and most of them are encouraged to create a lot of content for SEO purposes to try to rank more. So they end up taking traffic, taking people, visitors on their website down rabbit holes of information, and never really getting to the one thing you really want them to do, which is to opt in to give you information, to become a leader, buy your thing. 0:03:54 - (B): That's the difference that a sales funnel allows you to do. Rather than going in like you're in a showhole to Netflix and scrolling for 30 minutes, but never actually watching anything. A funnel is going to make it really easy to make a decision and move someone directly to that one thing that you want them to do, and that is a massive shift in how you can help your business. So here are three things you have to do to your website in order for you to open up that same kind of floodgate of new leads. Number one is you have to create a really great offer. 0:04:25 - (B): It's so important. This is the one thing that if you don't do anything for your business except get really good at creating an offer or creating offers, it'll do more for your business than anything else. Because at the foundation, it's your offer that moves people forward. It's your offer that converts. The problem is when I say offer, most people think, discount your price or coupon. We want to compete with value, not price. What people care about more than price is convenience, quality and value. 0:04:51 - (B): And the best way for you to articulate that is by creating an offer that has high perceived value. If you do this right, you're going to attract way more leads. You're going to decrease your cost per leads. If you're doing any paid ads, you're going to increase the quality of your leads. But ultimately, all of your marketing is going to work better because more of that traffic is going to move forward with you. 0:05:11 - (B): So get really good at creating offers. And I would suggest, depending on your business, that what you do here is create an introductory offer. Something that's small and a small commitment that moves people forward, that allows you to earn their trust and be able to ascend them to the other maybe more expensive or more costly services and products that you can provide them. Because you're going to increase your lead flow or you're going to increase your ability to serve people at higher levels. When you get them in on a small thing, there's some psychology behind it, but also you decrease the friction involved to move people forward. 0:05:53 - (B): So don't lead with the really expensive big offer. Lead with something that's small and introductory that allows you to get feet into the door, put your foot in the door, earn their trust, build that rapport, and then be able to direct them to the next offer that's going to serve them even better. So think about what that introductory offer is. This is called a value ladder. You start small and you can bring people up that value ladder as you go. 0:06:17 - (B): The second is make it the very first thing people see when they come to your website. I see traditional websites missing a massive opportunity today. When you go, you see a big image header and it has maybe a big title on it or a logo or something. For SEO purposes, it's usually more about the business than it is about the customer. This is where you want your offer to be. When people come to your website, it's because they are looking for your type of service. 0:06:49 - (B): They're coming there and we're not giving them an offer. It needs to be the first thing that they see. Most of the time when someone comes to your website, they already know they want your service. You just need to sell them on using you instead of your competitor. So make your offer front and center. Give it to them there. If you think about the first thing that happens when you go to a restaurant is you sit down and you get the specials menu they are operating with. The very first thing is give you an offer. Right now, obviously it's a little bit different scenario. You've got maybe multiple choices to choose from. We want to make this very easy. It's just one choice. Here's your offer. 0:07:24 - (B): Move forward or not. That's it. Make it simple, but give them the offer. Make it the very first thing that they see. So get a really good offer, make it the first thing they see. And then the third is require them to give you their information. In order to claim that offer, you need to collect that lead. Don't make it where they have to call you or just automatically book. You need to capture that lead's information to claim that offer. 0:07:52 - (B): Because at any given point of time, there's maybe only about 5% of your market who's ready financially and emotionally to make a decision to move forward. But there's a big part of that market that is not. If you can reduce the friction of moving forward and make it more of a micro commitment, say claim this offer instead of book now. When you say book now, you're speaking to only the people who already know they want to move forward with you. If you're saying claim this offer, you're reducing that friction, allowing more people to come into your world, giving you their information. 0:08:22 - (B): And those that are ready to move forward on the second step can book with you. But if they don't, then you can begin to nurture them and increase your ability to convert even more of them. In addition to that, when they make a micro commitment to give you their information, this is a transaction. It's an exchange of information for something that you're providing. And when they make that micro commitment, they're six times more likely to make the next higher level commitment. So you're actually helping them ascend to coming into your location or store or beginning services with you. 0:08:55 - (B): So when you get them to say yes, they're six times more likely to say yes to the next thing. And that's an important psychological factor to this. And of course, your ability to convert those leads will weigh heavily on how you respond to those leads, nurture those leads, and close those leads into more sales. So it is imperative that you collect their information so that you can have a strong, nurturing follow up sequence behind that. Now, one of those things is understanding that if you don't respond to that lead within the first five minutes of opting in, your chances of booking them go down as much as 70%. 0:09:28 - (B): So, build in some automations that allow you to begin that nurturing and get them engaged with you, and you will greatly increase your ability to convert them. You have to collect their information in order to do that. If you can do these three things with the way that you position yourself online right now, make these shifts to your current website, you're going to open up a whole flood of new traffic turning into leads for your business. In fact, most of the time when I work with clients, they come to me because they think they have a traffic problem to start with. 0:09:55 - (B): Usually is not a traffic problem. When we look at it, they're actually generating a good amount of traffic and enough traffic. What it is is a conversion problem. This is going to change the game for you. It will actually take you from a traditional website which only converts one to 2.8% of traffic into sales today, to having a real funnel process for your business which will feed your business with more leads and sales. 0:10:18 - (B): In fact, a proper funnel will generate up to 540% more revenue. That's the power of these simple principles. And if you can make these to your business, it will open up a whole new floodgate of high quality clients that you've never had before. 0:10:37 - (Jared Erni): Thank you for tuning into the for Impact podcast where we're all about driving positive change through entrepreneurship. Remember, your impact matters and your journey matters. If you found inspiration in today's episode, please subscribe, rate, and leave a review. Your feedback fuels our mission to empower impact driven entrepreneurs like you. You can stay connected with us on social media and go to forimpactpodcast.com 0:11:09 - (Jared Erni): to take our impact marketing challenge. Keep pursuing your dreams, making an impact, and living life on your terms.

[TRANSCRIPT] 0:00:03 - (Jared Erni): This is the For Impact podcast, the destination for impact driven entrepreneurs striving to live life on their terms and create a ripple effect of positive impact in the communities they serve. Where we put your success stories, center stage, dissecting the lessons learned, and sharing insights and ideas that will help you amplify your impact. And now, here's your host, Jared Ernie. 0:00:38 - (B): If you want to increase your value in the way that clients and customers perceive your value, then here's an easy way to almost do that instantly increase your price. Let me tell you a little backstory on this. Earlier this week, I was working with a client who is in the HVAC space, and he's doing a lot of service calls, but he kept telling me, I feel like I'm undercutting myself with the way I'm pricing our service calls. 0:01:04 - (B): And the reason I asked him, well, why do you feel that way? And he said, Well, I'm worried that people don't have the money and they're going to say, no, I'm going to lose business if I don't reduce my prices because of the competition that's out there. And I said, well, don't you think, though, that there's enough people who will pay you more to do what you need to do? And he said, yeah, absolutely. I said, well, why do you feel like you're charging too little? And he said, well, there's other people out there charging X amount for this or two times the amount for this. I said, well, here's what I want you to do. 0:01:40 - (B): So if you know others are charging more but you're charging less because you're afraid you're going to lose the client from doing that, I just want to give you a challenge. I want you to add I will just do a little step, but I want you to add an extra $100 to your next service call when you price it out and just go with it. Add an extra $100 and see what happens. And when we got back on the phone with him, he said, man, the next service call I did, you told me to add $100, but actually I added $250 to my next service call, and they said yes. 0:02:17 - (B): And then after that, they actually bought even more from me with the next thing, and I couldn't even believe it. I made like an extra $800 that I wouldn't have otherwise because I did what you told me to. And I was so grateful to have him share that back with me because this is a concept that I've learned over the years. When you want to increase your perceived value, you increase your price. That will be an indicator to people that what you charge has greater value in it than what the others do. Now, here's three things about increasing your price and how you can create more perceived value. 0:02:54 - (B): So number one, that one step actually just what I was saying, that one step will increase the perceived value that people see in your service, but it's also going to help your business so much more because there's two ways to compete. You can either compete with price, or you can compete with value. But if you're always undercutting yourself, like my client was always cutting down your margin, it's a very difficult way to grow a business. 0:03:19 - (B): It gets harder to scale. It gets harder. And what you're doing is you're chasing business. You're conditioning people to view you by price and not view you for the value offer. So step one, just add $100, right? It doesn't need to be that, right? It could be whatever it is that you're doing, but incrementally step it up and charge more. That's going to help establish a baseline of there's more value here. Number two, this is how you support a price increase. 0:03:52 - (B): What people care about more than price is getting convenience, quality, and value. And when we try to sell our service and we try to sell it based on price, we're eliminating all those other things that actually mean more. What you want to do is sell the transformation, not the service. Sell how they're going to feel because of what you're doing for them, not sell the service. Does that make sense? 0:04:23 - (B): We're actually selling a result, not the thing that's getting them that result. That's the idea here. And when you do this, you're going to increase the way they perceive the convenience, quality, and value over price. And when you create more value than what they think the price is for, that they will buy every single time. So look at what you're doing, whatever service or product you have, and look at, how can I shift this away from here with my client? 0:04:57 - (B): This HVAC service call. People don't want to buy a service call. They're doing it because they have a problem. So don't focus on, hey, we'll come out for $89, or whatever that service call is, right? Don't focus on selling the service calls. Focus on, hey, we're going to come by, we're going to fix this quick. So you get comfortable again, right? We're going to make you comfortable again because your HPC is down. It's hot, it's muggy. 0:05:21 - (B): You're going to have a reliable technician, professional technician, take care of it. Make sure you're comfortable that you get this fixed fast. That's selling the transformation. That not focused on the service call. Does it make sense? So I hope that hopefully that helps. Number three is there's two ways to compete? I think I kind of touched on this. There's two ways to compete. You can compete with price, or you can compete with value. 0:05:44 - (B): Competing with price is the way most people do it. It's conditioning people to view you as a commodity. And when you are viewed as a commodity, the only way to win is to be the one that charges the least. And guess what? There's always someone who's going to undercut you and be the one charging the least. But that's a race to the bottom. If you want to grow a healthy business, you need to find out how do I separate myself from the competition? How do I get away from being a commodity and actually compete with high value? 0:06:11 - (B): If you can be the one that your market sees as creating high value, you're always going to be able to charge more or even the most. But you're also going to win a lot more business and a lot higher quality type of client. There will always be the price shoppers out there, the people who only want to buy if they get a deal. Don't worry. Let the commodity competition get all those clients. You can win the clients who want the best and who will pay more to have the best. 0:06:45 - (B): If you focus on value and selling the transformation, I hope that helps. But that is why step one increase your price and you will increase your perceived value. 0:06:56 - (Jared Erni): Thank you for tuning into the For Impact podcast, where we're all about driving positive change through entrepreneurship. Remember, your impact matters and your journey matters. If you found inspiration in today's episode, please subscribe rate and leave a review. Your feedback fuels our mission to empower impact driven entrepreneurs like you. You can stay connected with us on social media and go to Forimpactpodcast.com 0:07:28 - (Jared Erni): to take our impact packed marketing challenge. Keep pursuing your dreams, making an impact, and living life on your terms.

[TRANSCRIPT] 0:00:03 - (Jared Erni): This is the For Impact podcast, the destination for impact driven entrepreneurs striving to live life on their terms and create a ripple effect of positive impact in the communities they serve. Where we put your success stories center stage, dissecting the lessons learned, and sharing insights and ideas that will help you amplify your impact. And now, here's your host, Jared Ernie. 0:00:38 - (B): We have been traveling for Thanksgiving and I'm down here and it's actually Thanksgiving Day. I took a moment to come up here and record some thoughts that I've been having as I'm reflecting on the things that I'm most grateful for. And it's been a journey. I'm actually really grateful for the journey and the process that I've gone through to actually get where I am to being able to serve so many business owners in a very impactful way. And it caused me to reflect back in 2020, I was actually really struggling with where I was with business in terms of how I felt and the fulfillment that I got from it. 0:01:15 - (B): We actually had built I spent eight years building an indoor digital billboard network, had an offer to buy our business, and that exit was causing me some internal conflict. I was actually feeling like I was losing a bit of my identity through that process. And I was listening to Tony Robbins talk about the formula for success, and what he shared really stuck with me. He said, Success is not just achievement. 0:01:39 - (B): There's a lot of people who have great achievements who still feel empty inside. Success is not just contribution. It's a combination of achievement and contribution together. And when you do that, you create actual, real fulfillment. And I guess that does determine based on what your definition of success is. But in my definition and at that moment, it gave me clarity, my definition for success became being truly fulfilled in what I do, having a real purpose and drive to create that fulfillment through contribution or through impact or through achievement and contribution. 0:02:19 - (B): And that's really driven what I do today. But at that time, I was struggling making that transition to the business and what is my next step. I actually knew at that point that my business at the moment was holding me back from what I was supposed to be doing. And I didn't know exactly what that looked like then. But fast forward several years and I've been able to work with so many purpose driven entrepreneurs who have started local businesses to create time freedom and financial freedom and to live life more on their terms, but have struggled. 0:02:53 - (B): To actually get what they started that business for in the first place, because they end up working way more hours than they thought or wanted to, spending more time in their business than actually with their families. They don't pay themselves what they're worth, if anything at all, for some time, and they are more a prisoner to their business than they are having freedom through it. And the difference comes from really having nailed down your marketing. 0:03:22 - (B): Marketing is the fuel to your business growth. But most people view marketing as a necessary evil to doing business. And because of that, they dabble with it, but in the ways that they can be the most I don't want to call it the cheapest ways, but they're looking for shortcuts and cheap marketing solutions because they're afraid to invest in something that they don't know will work. And that's the struggle that most local business owners are in today. 0:03:54 - (B): I was actually really grateful to connect with Adam, who's been one of our clients, who was in this place with his business, where he could keep a full time crew most of the time busy, but had to be in the field most of the time, too. And he was a prisoner to his own business. He just didn't have the marketing he needed to fuel it to that next level that he wanted to achieve. But his real goal was to get himself out of the day to day and actually focus on business growth. 0:04:23 - (B): Through the next eight months, we worked with him on building out a new offer strategy for his landscape lighting company. We created a sales funnel. I said it took eight months. It didn't take eight months. In the first 30 days, we built out a new strategy, a new sales funnel, and focused on smart traffic strategies, things that actually worked and created high intent buyers to his business, all fueling new leads and new sales to his business in eight months. 0:04:47 - (B): He went from struggling to fill one crew to actually having three crews out in the field and removing himself from the business to be able to actually take his very first vacation in years with his family for two weeks. And he did not have to think about or worry about his business because things were set up properly. The only way he was able to do that was to have the marketing in place to fuel the growth. He needed to get the right team members in place to invest in the crews and the growth through good marketing. Was he able to do that? And that's why I love what we do. 0:05:21 - (B): And so for me to think on Thanksgiving about those things that I'm most thankful for. I am so thankful and grateful to be of service to the local business owners in this country who are really the backbone in their communities, who want to contribute and want to create and want to impact, but are lacking in some ways, how to be able to take that message properly from where they are to the market. Because today the challenge is not how to start a business. Today the challenge is how do you cut through the noise? 0:05:54 - (B): And I am so grateful to work with purpose driven entrepreneurs who have a passion, who want to create impact and are there to serve their communities and are able to transform their businesses, but more importantly, transform their lives through better marketing strategies. Adam's, just one example. I've got many, many more. And so if you're a local business owner who is looking for a better way to cut through the noise and attract your ideal clients, create more impact in your life, live life more on your terms, build financial freedom, time freedom, and create impact in the communities you serve, I invite you to come check us out. Come check out local search academy. This is a brand new program that we've now put together to help those have a low barrier to entry to some really powerful marketing principles that when combined in the right orders, in the right time for your business, will magnify your ability to amplify your impact and create a ripple effect in the communities you serve. Check it out, localsearchacademy.com. 0:06:53 - (B): See you there. 0:06:55 - (Jared Erni): Thank you for tuning into the For Impact podcast, where we're all about driving positive change through entrepreneurship. Remember, your impact matters and your journey matters. If you found inspiration in today's episode, please subscribe rate and leave a review. Your feedback fuels our mission to empower impact driven entrepreneurs like you. You can stay connected with us on social media and go to Forimpactpodcast.com 0:07:27 - (Jared Erni): to take our impact Marketing challenge. Keep pursuing your dreams, making an impact, and living life on your terms.

[TRANSCRIPT] 0:00:03 - (Jared Erni): This is the for Impact podcast, the destination for impact driven entrepreneurs striving to live life on their terms and create a ripple effect of positive impact in the communities they serve. Where we put your success stories center stage, dissecting the lessons learned and sharing insights and ideas that will help you amplify your impact. And now, here's your host, Jared Ernie. 0:00:36 - (Jared Erni): All right, welcome everyone. I'm so excited for you guys to meet a good coach and friend of mine, alert tech. And some of you may know him, some may not, but a lot know him as the YouTube guy. He started his YouTube channel when he was twelve and turned it into a multimillion dollar coaching program, helping entrepreneurs cut through the noise and attract their ideal clients through the power of video. 0:00:58 - (Jared Erni): One of the most powerful ways to connect with people online. His business ad outreach has been featured in the Ink 500 twice ranked the fastest growing company in Austin. And more importantly than his speaking accomplishments awards is his desire to create positive impact in the communities he serves. And so I want to give a warm welcome to Alert Keck. Thank you for joining us today. 0:01:18 - (Aleric Heck): Thank you so much for having me here, Jared, I'm so excited. This is going to be awesome. 0:01:23 - (Jared Erni): Well, for those listeners who may not have heard you or listened to you before, could you kind of set the stage and give them a little bit of your backstory and how you got to where you are today? 0:01:35 - (Aleric Heck): Yeah, absolutely. So I started out on YouTube 14 years ago. It was totally different platform back then. That was back in 2009. I was reviewing mobile apps, doing tech tutorials, teaching people how to use their iPhone for the first time. And those videos have millions of views. It's something I'm actually still proud of, is having taught millions of people how to use their iPhone for the first time. And so I remember creating those videos, growing that channel. It grew to about half a million subscribers. 0:02:04 - (Aleric Heck): And one day I had a particular app, a social media networking app. They paid me to do a video on the channel, a sponsorship, and we published the video. They get a bunch of downloads like this is great, but how can we get more people to see this video? And this is about eight years ago now. And I decided, well, what if we just run a YouTube ad to it? So we put $500 behind a simple YouTube ad and they drove over 11,000 users in just one week from those YouTube ads I set up, they were blown away. 0:02:34 - (Aleric Heck): I was actually in college at the time. They called me up, they're like, all right, Alric, we want you to drop out, fly out here to Silicon Valley. Join our team. You can run YouTube ads for all of our apps. And I turned it down, and instead, that's where I created ad outreach eight years ago. And originally it was YouTube ads for mobile apps. And of course, expanding into businesses, which predominantly serving a wide array of different businesses, and also, of course, having the pleasure of working with Jared as well. I'm sure we'll touch on a little bit of that, too, but really, like, working with businesses that help them use the power of YouTube ads to get more consistent leads and sales. And so since founding that, we've grown pretty rapidly, grown our team to about 35 people. We've got our office here in downtown Austin, Texas, and have worked with now thousands of businesses to help them learn how to use YouTube ads to get more leads and sales. 0:03:26 - (Jared Erni): Alaric, what were some of maybe the early challenges you faced when launching your business, and how did you overcome them, and what kind of lessons did you learn in that process? 0:03:34 - (Aleric Heck): Yeah, so some of the early challenges that I had, honestly, those challenges were figuring out, and I think within ad outreach, I think that's a big area, is figuring out how to actually delegate and bring people into it. I'll get into some of the later challenges here, too, but really, it was being that person that always wanted just to do it all, wanted to do a lot of stuff. And also, I pride myself in being able to go and pick something up and learn and do different things. 0:04:07 - (Aleric Heck): And so I was being a lot of the different pieces of the business. And I remember hiring Julia, who's my cOo, and she kind of goes even all the way back to some of those early college days. We really kind of built things up together. She's in the office right next door to me over here in Austin. But I think that hiring people early on and delegating and especially delegating things, I was really good at. So that wasn't the operation. 0:04:36 - (Aleric Heck): That was easier. Okay, I need your help with this, but more so, like, marketing and sales and things that were in my wheelhouse and actually really letting other people go out and do these types of things. I think those were some of the challenges earlier on, was delegating things, especially if there's a little bit of that curve where I'm doing them better. But I know that I need to delegate to get that scale, because there's only so much I can do as that business owner, what would you say? 0:05:07 - (Jared Erni): Because that's such great advice, and I've heard you give me that advice, too. What would you say for smaller businesses that are just trying to get to a place where they can get themselves to focus more on growth and get them out of the daily tasks. What would be the first thing they should be looking at to making a hire? 0:05:28 - (Aleric Heck): You think so? I am definitely a big believer that you should hire complementary skill sets, especially early on. Now, some people disagree with that, and they say to pull yourself out of the things you're best at. I disagree with that. I think you should pull yourself out of the things that you're not as good at and bring people in that are great at those things. So for me, I know that sales and marketing, that is a big skill set. Now I understand the importance of really strong operations. 0:05:56 - (Aleric Heck): Also, I love supporting clients and I still love diving in and helping our clients succeed. And at the same time, I also know that there's people that might have more A to Z, like, all right, here is how we could be a little bit more patient re explaining the same thing multiple times. I like new and exciting and innovating new strategy or working with high level clients. And so I knew the first couple of things that I needed to hire for was complementary skills. I knew sales and marketing made sense for me to continue to do, and then I hired for operations and pulled myself out of that. 0:06:35 - (Aleric Heck): And with that operations, that's where Julia came in, and she was able to really make sure that everything was organized. I'm visionary entrepreneur. I like to create things quickly. It was up to me. I would be doing a million different things. But Julia makes sure we limit those things and we actually follow through and get the systems in place to repeat them. And then on the other side, it's also when it comes to the second big hire that I made was another kind of person that can support on the training and client success side, whereas I had all the pieces of, all right, here's what our clients need to do. Here's the YouTube ad strategy. I innovated all of that when it came to directly integrating with clients. 0:07:22 - (Aleric Heck): The thing that was also challenging for me was explaining the same thing over and over again. And so I wanted to hire somebody that loves to do that and loves to take people and see that journey. And then that way I could focus on innovating the strategy and helping clients at a higher level while we had people kind of helping day to day. So those were the first couple of hires I made. And it went down the path of going from my least skill set to most skill set. So then I, later on, I think, actually hired some things within these categories, right? So more client success people. 0:07:59 - (Aleric Heck): Then I hired sales and then I hired out marketing last, which is my highest skill set. So that's what I recommend is starting with the thing that you're maybe not as that's just not your main core expertise, and find somebody that loves that. Julia on our team loves operations, so it's perfect. 0:08:18 - (Jared Erni): I heard you give me advice once. I've always kept on to this, so I'd love for you to touch on this advice, too. For those liStening, don't make a decision based on where you are now. Look at where you want to be and make a decision for that. Could you touch on that for our group here? 0:08:34 - (Aleric Heck): Yes. This is a really valuable point, and I'm so glad that you still carry on to that because I remember talking with you about that. A big thing that gets people stuck is making decisions based on where they're at right now, but not based on where they want to go. Because ultimately, the person you are and the business that you are for where you're looking to go is different. And the decisions that you're going to make are different. But if you keep making decisions for where you're at today, then you're going to get yourself stuck in a loop. Right? If you hire the people that's going to help your business grow today, then you might not have the people you need to get your business where it needs to be tomorrow. 0:09:11 - (Aleric Heck): If you spend the ad spend that generates the amount of leads that generate the amount of book calls that generate the amount of sales. Or maybe it's not book calls for people here, but maybe leads that brings people in the door to your business. If you do that today, then you might not get the influx, the growth that you want tomorrow. You need to actually make decisions based on where you want to go. So the trap people fall into, I'll use a very simple example. Let's say you have two employees in these couple of areas, and some of you might be beyond that. Some of you might be still ramping up. But let's say you've got a couple of employees, but you know where you want to go. 0:09:51 - (Aleric Heck): Let's say you want to double the business. You know you're going to need four, right? Same thing with ad spend. Let's say right now you're spending $3,000 a month on ads, but you know, which is generating, let's just say it's generating 30 appointments. And then from that you're generating maybe ten new clients. But you know you want 20 new clients. Well, then, you know you're going to eventually need to spend $6,000. Now, obviously you can improve ads. We could talk about ad strategy, maybe switching from Facebook over to YouTube. We'll talk about the benefits of YouTube. And that's another shortcut people can do. But let's just say you're not changing that. If you're ramping it up, then you might know you need to spend $6,000 on ads to generate those 60 calls, to generate those 20 clients. 0:10:35 - (Aleric Heck): Now, it doesn't mean you have to turn the dial all the way. What if you just hire that next employee? So you go to three knowing you want to get to four. Maybe you take your ads up to 4500, knowing you want to get to 6000. Right. But you have to make that decision first. And I'm using just simple numbers here because that's what's going to set you on the path. You can't just do the same thing over and over again and expect magically to leapfrog to where you want to go. 0:11:00 - (Aleric Heck): You do need to make those decisions based on where you're looking to go. And by the way, increasing efficiency is another decision. Maybe you get there by increasing efficiency and that is a path as well. That said, it's still looking at where do I want to go, where's the gap and how do I close that gap? And that, I think, is the key. You're not just going to get there without making the decisions based on where you want to go. 0:11:26 - (Jared Erni): That's awesome advice. Thank you. Kind of going back a little bit, could you share a specific moment or experience that taught you a valuable lesson about entrepreneurship that you still hold on today? 0:11:37 - (Aleric Heck): Yeah. So I think a really valuable, there's so many, I think a really valuable lesson that I got. And this was actually, and I remember telling you about this over from Jay Abraham. I was at the was and talk about a place. We were at the, you know, and it was also in the fall. It was all kind know, perfect out. Uh, at the time, I was staying at the Hilton down the street because Ritz Carlton Paris, I think was like $4,000 a night. But anyways, I was rolling up there. This was back in 2019. I was walking in like, oh, my goodness, there's gold everywhere. And I went in and I remember this was an experience of being in a room where a lot of the people who had businesses that were bigger and more established than mine. 0:12:37 - (Aleric Heck): And I think that also, this goes to show anybody who's here on this call, you're all here learning from Jared right. You're learning from people that have built and can help you implement these types of things. There's such a value in mentorship and having people. And Jared's gone through our kind of process. We've got our ad Astra and platinum programs and stuff where we help with YouTube ads and business. 0:12:58 - (Aleric Heck): And I think that it's always finding mentors that are kind of ahead of you. So, anyways, that's not the main lesson, but that's what I found in Jay. And so I was there at this event. There's also some other consultants there, too. And I had the opportunity to get a 20 minutes hot seat. And I remember I was so excited because I had recently ramped up the business a little bit more this back in 2019, and I was spending about $25,000 on ads and bringing in around $200,000. It was kind of fluctuating, but around that 200,000 and so pretty strong return on ad spend. Around that, like, eight, nine X return on ad spend. 0:13:40 - (Aleric Heck): And I remember the interesting thing that Jay asked me was, why not spend more? And I thought about, like, well, that's what we're spending right now to generate this. And that's what we did. He said, well, what would happen if you spent 40,000? I was like, well, or, no, 50,000, which is, like, kind of double that. 25. Well, what happened if you spent 50,000? I said, well, we would generate more revenue. And he's like, well, let's actually walk through it. Let's walk through an exercise. 0:14:15 - (Aleric Heck): Let's play out your most likely best case scenario and most likely minimum case scenario. He might have called it worst case. I don't like to use worst case, but let's just say what's kind of the potential best case and what's kind of like a minimum case, right? Like, if it doesn't go according to plan. Right. And we mapped out, okay, well, best case is we double the revenue. We go from 200 to 400,000 when we go up to 50k. But I also said there's a degree of diminishing return, so that's a little bit less likely. But that's, like, best. 0:14:52 - (Aleric Heck): And he's like, well, what's a minimum case? Let's just say it really doesn't go according to plan. You put an extra 25K into ads. I said, honestly, I can't see us doing anything less than making $50,000 more from that. So 250K total. Right. Just still a two X return. And then he said, well, what do you think is going to happen? I said, honestly, it's probably going to be somewhere maybe around 100,000, more like 300,000, just because I did know there was a reason I was spending that amount, there was a degree of diminishing returns over it. 0:15:21 - (Aleric Heck): So he said, okay, let me get this straight. You right now are spending $25,000 a month on ads and you're bringing in $200,000, and what you're telling me is you've mapped out the scenarios of spending an extra 25,000. So what you're looking is potentially, you've got 25,000, right? And you're telling me that, best case, you make 200,000. Most likely, you make 100,000, and your minimum case is 50,000. And honestly, the absolute worst case is you lose the 25,000. But you know what you have? You have a case of risk arbitrage where you're potentially risking 25,000 that you're not even telling me you're risking. You're telling me most likely, even if it doesn't go according to your plan, you'll still make money from that. So you're not really risking anything. 0:16:04 - (Aleric Heck): But he said, honestly, though, let's just say you lose that whole amount, that's 25,000, but you stand to potentially make maximum 200, and you think it's going to be 100. And even if it doesn't go according to plan, you're telling me you double your money. I would take those ODs any. And he said, obviously, in different ways, because Jay has this great kind of way about him. Definitely more eloquent than I said it here. 0:16:30 - (Aleric Heck): But that was a really defining moment where I thought about ultimately, and there's a great book on this, too, thinking in bets. But ultimately, when you're in business, what you're doing is there's a lot of these kind of bets that you're making, right? You're making a decision, you're seeing what the outcome is going to be, you're deciding what you want to do. And ultimately, if you are faced with a situation where you have a great best case scenario that far outweighs your minimum case scenario, then that's a bet that you should take. 0:17:07 - (Aleric Heck): And I think that that's a really valuable piece of advice. And you know what I did after that? Over the next year, scaled up the business over four times, and we ended up, over the course of that was in 2019. By the end of 2020, we had about four X the business, and then we doubled the business again going into 2021. Ultimately that led to a lot of rapid growth and where you see things on the ink 5000 list. 0:17:40 - (Aleric Heck): And it's not always like that. Right now, it's not as simple as dial up the ads because now at a certain level, when you get to like eight figures, there's more things with your team, and also there's a certain degree with your offers and retention and recurring. And those are new lessons that I'm learning and I always love being open about that. There's so much I don't know. But one big thing that I did learn about scaling and growth is risk arbitrage. And that was a very valuable lesson. 0:18:03 - (Jared Erni): That's amazing story and thanks for sharing that. I do remember that and I've used that now as a model in how I think about things in my own business. I think the interesting thing that I've learned also from you, Alaric, is you have to think about things differently to go through growth. And one of the things you teach a lot about is the entrepreneur mindset. Would you share what that is for you to our audience as well? 0:18:28 - (Aleric Heck): Thank you so much, Aaron. And the entrepreneur's mindset is really valuable, and it's honestly something that I have had for a long time. But now that I've put a word behind it and I teach it and I inspire other people to adopt it, it's really something that I live by. I really encourage our team to live by. I call it Entrepreneurs mindset. But for our team, I want all of us to have that entrepreneurial mindset. And then for all of you as entrepreneurs, I really want you to have and adopt this. And it goes hand in hand with the risk arbitrage I just talked about. I'll explain that in a second. 0:18:58 - (Aleric Heck): But essentially, what the entrepreneur's mindset is, is in every single decision you make, it results in an outcome that's going to move you forward. It's either going to be a win and a success that you can double down on and build up, or it's going to be a learning lesson that you can learn from and adapt and do things better the next time. And so essentially, it looks at every decision that you make, allows you to progress further, even if it looks like you had a setback or you made a mistake or things pulled back a little bit. As long as you learn from that lesson, then you can compound that to see growth. And so essentially every decision that you have, it's either going to be a win and a success that you can learn from that success and learn what to do again, or it's going to be a learning lesson of what didn't work, and then you can iterate and change. 0:19:50 - (Aleric Heck): And now flip that into something that you can use to have be a building block for future wins. And I know that I have people ask me, well, what if I have a really big mistake or a failure? What I would say is there are really two true failures. The first is the ultimate failure, right? This is the failure to continue. This is to give up. And this is to give up. When you have a goal and a mind set, doesn't mean, I'm not talking about pivoting. If you decide that you want to pursue something different, that's a different thing. But if you truly give up, you decide to go and stop that you're in complete control over whether you give up or not. Right? So that's the first true failure. The second true failure is the failure to learn. 0:20:32 - (Aleric Heck): This is the more insidious one because this is where you're potentially destined to repeat your mistakes. And this is why people don't grow from that entrepreneur unless they adopt something like an entrepreneur's mindset. Because what a lot of people do is they see successes, they learn from successes, and they do more of it. But then they have a lot of mistakes and challenges. And the reality is a lot of the tests that you do are going to either be neutral or potentially be a mistake. And then you'll have some home runs, but those mistakes, if you learn from them, you'll make less of them. Right? And then that way you have more wins. So the people that you see winning more than they're losing are people that have actually gone through a lot of those learning lessons themselves and compounded them. And I can tell you from firsthand experience, I'm sure Jared can, too. And every single person on this call, we're all exactly the same. We've all faced challenges, mistakes, things that we can learn from and use to grow. 0:21:25 - (Aleric Heck): And so I think it's really important that we look at that and we say, okay, how can I avoid those two true failures and actually learn from any mistake? And then was it really a failure if you learned from it? Not necessarily. Right? Because it might just be a piece of doing business that's going to teach you what you need to do next. And that doesn't mean going out and seeking mistakes, which, again, means that you wouldn't be learning if you're trying to seek it out. You want to seek out the winners. 0:21:53 - (Aleric Heck): And naturally there's going to be some challenges that you face and if you learn from those, then you're less likely to take that path in the future and more likely to stack more wins on the other side of the table. And so ultimately, the entrepreneur's mindset is to see everything as a win or a learning lesson. And when you look at it that way, ultimately that also means speed of decision. And going out and doing more is going to always help advance you if you're always learning, because the more tests you do, the more you learn what works and what doesn't work. 0:22:24 - (Aleric Heck): And that's how you can compound what does work. That's awesome. 0:22:28 - (Jared Erni): Thank you for sharing that. Probably. Now I would like to take a little turn on this. And since we're talking to the YouTube King here, will you share us with this group? The power of YouTube and how that can make sense for like a local business leveraging YouTube today? 0:22:44 - (Aleric Heck): Absolutely. So there is a big power in leveraging YouTube and YouTube ads. And ultimately, you know, YouTube is where people are going when they're looking to learn, right. They're in the learner's mindset on Facebook and other platforms. Again, there know benefits to different platforms. But with Facebook, people are kind of scrolling, right? They're kind of scrolling by. You might interrupt them and they might click on it, but it's not necessarily them actually looking and learning on YouTube. 0:23:11 - (Aleric Heck): They're going and they're typing in, okay, how do I do this? Or what's the best thing for that? And ultimately, and I see somebody on, I'll just use this as an, uh, I think fusion has driving school, so it makes it easy. I'll use that as an example. It's good to see you so, and forgive me if I pronounce that incorrectly, somebody who also has a unique name. But anyways, let's say that you're looking to advertise what you're doing with YouTube ads. Well, there's probably people looking up right now on YouTube and on know, how do I pass the, you know, how can, uh, to take the driver's, like, how do you parallel park all those different things? 0:24:01 - (Aleric Heck): You also could have people searching on Google. And, you know, and that's one of the big things that Jared helps you with, is optimizing your Google, my business profile. People are searching for you on Google. They're also searching for content on YouTube. What you could do is you can reach people, whether they've searched on YouTube or on Google, you can reach them on YouTube. There's a certain type of YouTube ad called a custom intent audience where we can target people on YouTube based on recent Google searches. We can also target them based on what they're searching for on YouTube and overall, what they're interested in. We can even target people based on in market audiences where we say we want to reach people in the market for driving schools, driver's ed, whatever it happens to be. 0:24:45 - (Aleric Heck): And so ultimately, what we can do is reach people on YouTube who are looking up things around driving schools or driving education on Google or watching those types of videos on YouTube. And then we can reach them next time they appear on YouTube with an ad that appears in front of a video, hooks them and captures their attention. So the first step is the hook. It pulls them in. You then educate and talk about why your driving school is going to be better, right? How it has a better rate of success on the exams and all the different benefits that you have. And again, you would know that for your business. 0:25:20 - (Aleric Heck): And then a call to action at the end to get them to click the link at the end to take action. And so it's the same thing regardless of what type of business it is. I remember working with a local business that had a Brazilian barbecue business back in Massachusetts, near where I used to live. I'm here in Austin, Texas now, but I used to be back in the Boston area, and we worked with, I remember Rodrigo, and he's still running his YouTube ads to this day because back then, we used to hook everything up to our own accounts and stuff. And so some of the early, we can see some of that. But anyways, but basically, we helped him set up ads for the relaunch of his Brazilian steakhouse that included a free appetizer right when they come in. 0:26:08 - (Aleric Heck): And those ads are really successful because it had a bunch of B roll showcasing the Brazilian steakhouse. It has a call out. It first know we want to invite you to our Brazilian steakhouse in and then the name of the city, and then you only target around that area. How often do you see ads on YouTube that are for your local city? Probably not a lot. A lot of the ads are more broad. So that in of itself is a hook and a pattern interrupt for a local business. 0:26:37 - (Aleric Heck): So you call that we. We're doing our grand reopening of our Brazilian steakhouse here, and I think it was Medford, but I could be incorrect. But anyways, and to celebrate, we want to give you a free appetizer with any entree purchase. We're so excited to have you out here. And we've been cooking up great food, et cetera, et cetera and it shows a bunch of broll and all of this. And then it gives them the link to go and click and get the coupon and then they can track that through the coupon. And so ultimately that's the type of ad that most other restaurants aren't going to be running. Most of our driving schools aren't going to be running that. 0:27:21 - (Aleric Heck): And ultimately, you get to be on the cutting edge because people are now just diving into Facebook. Right. Google Search, that's been pretty entrenched locally. Now people are just diving into Facebook. You get to be on the cutting edge on YouTube, where most local businesses don't live. And that's an opportunity for you, especially to call out the city at the beginning. That's one big thing with local ads, is to call out the city at the beginning of the ad. 0:27:49 - (Jared Erni): Great tip. Thank you for sharing that. I was going to ask another on that kind of creating the ad idea for a local business owner who's like, man, I don't know how to create a good video or the production needs to be spot on. What kind of tips would you have to create an effective video for someone who may not have a big production ability or may be a little nervous to be on camera? 0:28:13 - (Aleric Heck): Yeah. So you don't even need big productions or big cameras or all know, this is one of the, that that we dove into early on Jared as like, basically all you need is your iPhone camera and a gimbal. Think about the ads that if you came in to Jared's business through a YouTube ad fall and the strategy we're talking about, it's a simple YouTube ad setup. And what you can do is you can take the camera. These cameras have a really good, or these iPhones have a really good camera these days. And then you attach to a tool called a gimbal that you could buy on Amazon, $150. You can look it up. It's just gimbal. 0:28:50 - (Aleric Heck): G-I-M-B-A-L. Gimbal, iPhone gimbal. And then you hook it up there and it just stabilizes it. So if your hands moving, it's not shaky. The camera already has a great camera, already a great microphone. If you're going to be outside, use AirPods or something. Because the wind with the regular microphone, sometimes it can affect that. And then there you go, you can record a video and the hook. Include the city. 0:29:15 - (Aleric Heck): Include something exciting about your business and what you're offering. If there's a special promotion to educate, why are you the best? What do you have to offer? Show some broll and then call to action. This is for specifically local business. This is going to be different if I'm talking about coaching business, things like that. And then the call to action at the end is getting them to take action from that ad and whatever your special promotion call to action happens to be, recommend collecting lead. 0:29:42 - (Aleric Heck): A lead though, and not just having people call a number. Not just having people go to your main website. I would send people to a lead form so you can capture their name, email, phone number, and then reach out to them and say, hey, I saw you're interested in our driving school, or I saw you interested in this. I'd love to have you come in for a consultation. 0:30:03 - (Jared Erni): That's perfect. Alric, I know you're a wealth of knowledge and always recommending books for our group with a local business. Do you have any particular books or resources that you might recommend? 0:30:15 - (Aleric Heck): And great question for local businesses specifically? Well, I mean, there's definitely kind of the classic books. Okay, well, I do really like psycho cybernetics is really good to open your mind to what's possible and really expanding beyond the main business itself. So that's a really kind of scientific way of thinking about building and creating the world that you want to build. I don't know. With local businesses. Again, I'm a big believer. 0:30:50 - (Aleric Heck): All of Simon Sinek's books are great. So actually, for local businesses, I would start with the start with why, if you haven't read it yet, it's A really powerful book that really helps you create the why for why you're building your business, why you do what you do. And you probably heard Jared share his why. And it's actually very similar to what our why is. And that's probably why we blend so well together. 0:31:15 - (Aleric Heck): You know, our mission at ad outreach is to empower businesses to amplify their impact and create a ripple effect on the world. And I know, Jared, you have a very similar mission to that, helping local businesses. And ultimately, I got a lot of clarity on the why behind why I do what I do through going through and reading. Start with why. There's also an activity, kind of one that you can do, which is find your why. So it's kind of an add on book. So if you're looking for more help, he also has some courses online, too. 0:31:48 - (Aleric Heck): But those two books are really valuable. The Infinite Game is a really great book, and I would say that's a great one. Let's say you're starting to think about franchising, right? And local businesses. That could be your next big again. You know, Jared is going to be the person to help local businesses. I work with a lot more online businesses, but I'm excited to share my expertise and knowledge. You know, maybe that next step for you is franchising or building something. If you're looking and saying, okay, what's next? How can I build something bigger? 0:32:18 - (Aleric Heck): The Infinite Game is going to be really impactful for you, too. And then also just the tried and true, even though it's like such a common recommendation. It's one of my favorite books, is how to win friends and influence people. It's a transformational book that I love to return to, and that's just how I love to show up as a person and business owner. So those are a few books that I would recommend. I think probably the best for this audience, though, is the start with why? 0:32:46 - (Aleric Heck): Because I can tell you most local businesses aren't reading that book. They aren't focused on their why, they aren't focused on their mission and what they're looking to do. And if you have a local business with A mission, people can feel that. The same way you can feel that Jared has a mission to help all of like people can feel. If your local business has a right and you are here to create that and you have that in the culture, you have that in the drinking water for your team and also for your clients. 0:33:14 - (Jared Erni): That's awesome. Thank you for that advice. I'd love to open it up for the group. If you have any questions for Alaric you'd like to touch on, go ahead and raise your hand. I will open up your mic and share some questions and have a little dialogue. 0:33:26 - (Aleric Heck): Awesome. 0:33:28 - (D): Yes, Gerald, Colin here. 0:33:30 - (Aleric Heck): Yes. 0:33:30 - (Jared Erni): Hey, Colin, how are you? Great. 0:33:34 - (D): I've seen Alari a lot on YouTube and he's constantly sending those videos of videos ads. My question Alaric, do you have a course specifically for local businesses to help local businesses advertise on YouTube? 0:33:53 - (Aleric Heck): So that's a great question. And we have a generalized course that I think is going to be valuable and will help with local businesses as well. Our main program is not designed specifically for local businesses, so I think that's a valuable insight there. That said, we do have a course that will walk you through how to run YouTube ads that can apply to local businesses. And it's not at the same investment level that our coaching program is. And so what I would recommend is looking at our all Access membership and I can send a link to that and I can drop that here in the chat. 0:34:32 - (Aleric Heck): That's what I would recommend for you would be our all access membership for local businesses. By the way, I also have a PDF gift for everybody else here as well. So I'm going to drop both of these links and then I'll keep answering any other questions that you have, I think. Colin, sorry if I thought it was the fusion, but yes. 0:34:55 - (D): Is it Fusion? Fusion. 0:34:57 - (Jared Erni): Fusion. 0:34:58 - (Aleric Heck): Oh yes. So much better. I love it. Fusion. Sorry about that. Sometimes when you're here live on Zoom, you're trying to do a few things at once. So I appreciate it. 0:35:09 - (D): Thanks much for your time and the response. 0:35:12 - (Aleric Heck): Yeah, you got it. This is what I would recommend for you. And this is also the discounted link. So if you go to this one, it's I think like two thirds off. So this is like a special link for you guys. You're all part of Jared's community here and that's going to be probably the best way to dive in and start building something like this for a local business. Now if you're people that have coaching, consulting, things like that, if that happens to be anybody here listening to that, that would be where booking a strategy call would probably be the best fit, which would be adoutreach.com slash apply. But if you've got a local business, I'd recommend our All Access which covers YouTube ads for a wide variety of different types of businesses. 0:35:54 - (Aleric Heck): And that's going to be the best for you and then for everybody else I also have a free gift and it's just adoutreach.com gift and this is my 19 page YouTube ad strategy PDF. It's going to walk you through step by step how you can use YouTube ads to get more leads and sales. You'll notice it does say kind of coaching consulting on there, but it will cover the main YouTube ad strategies. This is the other funnel that kind of leads in for coaching businesses, but it'll cover kind of still the high level inside of a PDF. But if you guys want to learn how to run YouTube ads for a local business, that's going to be all access, which is the link I posted here. I think it's Atreach.com slash join all access. 0:36:40 - (Aleric Heck): So both of those should be in the chat. 0:36:42 - (Jared Erni): Thanks for sharing that alarm. I'm sure this is okay, but you good if I post that into our community as well with this? 0:36:49 - (Aleric Heck): Absolutely. Absolutely. 0:36:52 - (Jared Erni): Great. Thank you for that question. Colin too. Any other questions? Who else would like to bring a question to Alaric? I see entra here. Hey Entra, good to have you on the call. Irene. Cassandra, good to have you guys, any other questions for Alaric right now? All right, maybe not. 0:37:22 - (D): I guess I'll take another one concerning making those videos. Alaric, within the course, would it also teach you how to make those videos that you talked about? 0:37:35 - (Aleric Heck): Yes. So it'll walk you through exactly how to film the videos. It'll give you what we recommend for that gimbal, the iPhone. There's also some teleprompter apps that you can use when it comes to scripting. We'll walk you through exactly how to script out an ad. The different components, the hook, educate, call to action, and then, of course, how to target that ad in front of different people. And we talk about inside of the course. Here's what you do for local businesses. Here's how to target within a certain geographic region and all of that. 0:38:04 - (D): Awesome. Thanks. 0:38:06 - (Aleric Heck): You got it. Yeah. 0:38:07 - (Jared Erni): And Colin, I've started from the very beginning on this, and so I think the way you found me was exactly what Alric taught me how to do. You can actually use that as kind of like a frame of mind of what this could look like but tailored to your business. 0:38:23 - (D): Good. 0:38:24 - (Jared Erni): One of the. One of the things you made me remember, Alaric, is talking about producing a video, and because you're bringing it up to Colin, is one of my best videos that I've done on YouTube is literally me sitting inside my truck holding my camera, talking to it. And I've had people comment like, wow, it really was very low key. It felt very organic, natural, and I think in a lot of ways, that has actually made it convert even so. 0:38:52 - (Aleric Heck): Exactly. That's sometimes what you see is it'll convert even better by having that natural ad because people are drawn to it and it feels authentic and it feels like the platform. It feels like YouTube. And I think that that's definitely a really big piece of it. Awesome. 0:39:07 - (Jared Erni): Great. Any other questions to bring up from the group? We don't have any other questions. That's all right. Alaric, I wonder if you have any last thoughts you'd like to share with the group before we close down the live. 0:39:23 - (Aleric Heck): Awesome. Well, it's so great having everybody on here, and I also just want to how it's so amazing that all of you get to work here with Jared. And I can tell you, spending a lot of time with him, and he's been out here to our offices. I know that Jared's heart is really big and really amazing, and he's really focused on that impact. And so I'm so excited with all of you right if you're any reflection of what I know of Jared, I'm excited and it's really amazing to see other great people who are out there to create an impact. So I just want to say that know I definitely admire Jared, who you are and I'm excited to see everybody else here who is going out there and really building up your local business, creating an impact and looking to do so. The last thing I'd probably say is I would encourage you to dive into YouTube ads. I know if you've seen like know some of our ads, know a lot of the coaching clients that we have are more on the coaching consulting kind of course based space, similar to what Jared is doing. That said, when it comes to our course and our All Access membership, one of the reasons we launched that is to help businesses like yours that are local businesses looking to run YouTube ads. There's a big opportunity for all of you right now to use YouTube to get in front of people who are looking for businesses like yours. And at a time know Google Search ads are getting more and more kind of saturated. 0:40:56 - (Aleric Heck): People are just discovering Facebook, but there's obviously a lot of benefits over YouTube and not many local businesses are using it. I think it's a big opportunity for those of you that want to seize it. So I encourage you to do that and I'm looking forward to seeing where you go from here. 0:41:09 - (Jared Erni): Thanks for sharing that. And by the way, as you are all part of this community, I'm not the YouTube expert, but I have been part of Alex program for three years and I've learned from the master himself. So if you dive into that program, have any questions about how you can tailor that for your specific local business. 0:41:27 - (Aleric Heck): Just reach out to me. 0:41:27 - (Jared Erni): You're in the community. So I'll be happy to give you some pointers too. Alaric, I think you've given us the links, but I was just going to ask one other really important thing. If anyone wants to reach out to you or your team, where should they go? Is it the links that you sent us or is there any other place that you would recommend? 0:41:43 - (Aleric Heck): Yeah. So one more link that I would do. And this is if you're interested, potentially doing a strategy call. And this would be if you are in the spot where you can commit $5,000 a month towards your ads, I would book a strategy call. You don't need to towards your ads, plus our training. Right. Kind of combined. If you're in that spot, you could book a strategy call. If not, you don't need to start there with the program. You can start as little as $25 a day with some of these campaigns and all access will be a good fit for you. But also drop our link for ad outreach.com 0:42:16 - (Aleric Heck): apply if you're in that spot where you are looking to really scale. If you happen to have a coaching consulting course based component, or maybe you're a franchise or a bigger local business that can kind of allocate around $5,000 a month to spend, then it would make sense for us to hop on a strategy call and go to adoutreach.com apply. That said, that's not how much you need to spend if you start off on your own. Our All Access membership, like I said, is at that lower price point, and you also have the ability to start with a small $25 a day campaign. So check that out and you can also go to adoutreach.com gift for a free PDF as well. 0:42:53 - (Aleric Heck): Awesome. Thank you so much Alec. 0:42:55 - (Jared Erni): This is so fun jumping on and being able to share this conversation with all of you in the group. We're going to go ahead and close the event now. Alec, if you don't mind staying on for just a moment longer, we'll connect. And guys, if you have any follow up questions, let me know in the community and I will be posting this as a replay for anyone who's missed it. 0:43:14 - (Jared Erni): Thank you for tuning into the For Impact podcast where we're all about driving positive change through entrepreneurship. Remember, your impact matters and your journey matters. If you found inspiration in today's episode, please subscribe, rate and leave a review. Your feedback fuels our mission to empower impact driven entrepreneurs like you. You can Stay connected with us on social media and go to forimpactPodcast.com 0:43:46 - (Jared Erni): to take our impact marketing challenge. Keep pursuing your dreams, making an impact, and living life on your terms.

[TRANSCRIPT] 0:00:03 - (Jared Erni): This is the for Impact podcast, the destination for impact driven entrepreneurs striving to live life on their terms and create a ripple effect of positive impact in the communities they serve. Where we put your success stories center stage, dissecting the lessons learned and sharing insights and ideas that will help you amplify your impact. And now, here's your host, Jared Ernie. 0:00:35 - (B): Last week, I had a big scare. This has never happened to me before, but I actually went into anaphylactic shock. I've never been allergic to anything like this, and so it caught me by surprise. But here's what happened. I already had kind of like a little bit of a stomach issue going on that day, and it cleared up by the evening. And so I went out to eat with a friend. Didn't think there would be any problems from doing that. 0:01:00 - (B): But later that night, I think it was probably midnight, 02:00 a.m. My stomach was hurting so bad. And I can't remember in the past 18 years having ever really thrown up in front of my wife. But I went into violent throwing up, and it was terrible. I took a bath, trying to calm my stomach down. I felt better. But an hour later, I was hurting again. And after this was probably now about, I didn't get any sleep. 0:01:31 - (C): About maybe 06:00 a.m. 0:01:33 - (B): I got in the bath again to see if I could just calm it down. 0:01:36 - (C): And all of a sudden, my hive started just popping up all over. 0:01:40 - (B): My hands started scratching, couldn't stop itching. Called for my wife and realized my whole mouth had swollen. And she came and helped try to find some Benadryl. Couldn't find any, so she went to the store as fast as she could while my son was ready to call 911, because now this point, I'd collapsed onto the floor and was having a hard time breathing. And it was kind of scary, scary moment for me. 0:02:04 - (C): I went to the hospital and got. 0:02:06 - (B): The things that I needed, spent the day there. They were trying to figure out what caused this because it didn't fall in the same pattern as most kind of allergic reactions to things. But clearly something set this on. 0:02:20 - (C): And so the big concern for me was we could cover up the symptoms. 0:02:26 - (B): And take Benadryl and an epi and fix myself. But at the end of the day, there was a root cause that we needed to address. And what was that exactly? And it got me thinking about marketing. Now, I'm going to take this, of course, to a marketing spin, but just to kind of put some closure to that story. End result is probably 95% I'm pretty sure that I had histamine food poisoning. And what that is, is when you consume food where there was a bacteria probably on that food, that actually secretes histamine. 0:03:02 - (B): And even though you can cook the bacteria dead, that histamine is still on that food. And so when you ingest that, that histamine goes through your whole digestive system, your body, and then you start to have allergic reaction effects from it. So though I don't believe I am actually allergic to something, I think that was a histamine effect that I had. And that to me, was what we've identified as most likely the root cause of what happened. 0:03:31 - (B): But here's the thing. When I think of how anaphylactic shock caused me to think about how do. 0:03:37 - (C): I look at marketing differently? 0:03:39 - (B): Many of the business owners that I work with are suffering from symptoms of poor marketing. And they're covering up those symptoms by throwing money at this traffic source or at this agency doing this or this thing and this thing, and they're trying. 0:03:57 - (C): To generate more results. 0:04:00 - (B): But at the end of the day, it's not going to give them the results they want because they are actually. 0:04:06 - (C): Suffering from poor marketing principles foundationally. 0:04:11 - (B): And in order for you to really. 0:04:13 - (C): Excel with your marketing, you have to address those root causes to create the. 0:04:20 - (B): Strong foundation you need with your marketing. And so I want to address three things that every business owner needs to do to address the root cause of poor marketing. Because if you can get good at these three things, if you nail these. 0:04:35 - (C): Three things down, mediocre marketing will be everything you need. It will work. Mediocre marketing will generate as much business as you need. But if you have poor marketing or. 0:04:50 - (B): Poor marketing foundations, you have to have. 0:04:53 - (C): Excellent marketing to cut through the noise. 0:04:57 - (B): So reduce the need for having to be the best at something when you can actually target these foundational marketing principles. 0:05:06 - (C): So here's number one. 0:05:08 - (B): Principle number one is get really clear on who your ideal client is. Most people operate under this mindset of like, I can help everyone. And when you try to market to everyone, you market to really no one. It's so hard to cut through the noise because you're just blending in more than standing out. But if you really want to get good at your marketing, you have to define niche down. Find out who your ideal client is so that you can speak to them in a very transformational way. 0:05:42 - (B): Here's an example. Today I was speaking with a pressure washer who told me he's figured out that about 75% of his clients are actually the women making the decisions. So I said, well, that is a very good thing to note because now you can tailor your marketing towards the way the women talk about pressure washing, the way they feel about their home. You want to be able to resonate with your ideal client. And if you're trying to talk to a 50 year old man or a 50 year old woman, you'll probably talk to them a little bit differently about pressure washing and what it would mean for them. 0:06:19 - (C): Right? 0:06:20 - (B): So getting really clear on who your ideal client is is one thing, and then getting really clear on what their. 0:06:26 - (C): Pain points are and what their ultimate desires are. Number two is, are you selling your service or are you selling the transformation of your service? 0:06:39 - (B): That's the higher way to do this because you have to sell the outcome of using your service or your product, not the actual product. 0:06:50 - (C): People don't care about your product. 0:06:52 - (B): They don't care about your service. What they care is what your service or product means to them. And so often we get into a place where we try to market and sell the thing or the product or the service, but we forget to actually really tell them what that's going to mean for them. Now here's a thing that will help you here if you understand what limbic messaging is. Limbic messaging is the kind of messaging that stimulates the emotional and buying decision parts of your brain, but that you can only stimulate that when you speak clearly into the preframe of what things will mean for that customer because of buying your product or service. 0:07:33 - (C): That's what their ultimate desire is. So don't sell the product or service, sell the transformation. 0:07:40 - (B): You're no longer in the business of roofing. 0:07:42 - (C): You're in the business of selling roofing. All right? 0:07:46 - (B): So you have to make that shift in your own mind. You may want to be the best roofer, but the reality is you're in the business now of selling roofing. And so you have to master how to do that. That's the most important thing to your business. 0:07:59 - (C): Not all the other operational things that. 0:08:01 - (B): You might think of, location or products. 0:08:05 - (C): All of that's important. 0:08:06 - (B): But the very most important thing is learning how to master your marketing and sales. 0:08:11 - (C): Because without it, you will never have. 0:08:14 - (B): That path to bring your message to market, and you will never resonate. You will always struggle if you don't do that. So focus. That is the most important part. Most businesses, I feel, operate under this mindset that marketing is this necessary evil to doing business. And because of that, they want to figure out how to cut costs and how to get shortcuts and just hire someone to do it for them. You're doing yourself a disservice if you don't put in the work to master it yourself. 0:08:42 - (C): One, because it's much better done by. 0:08:45 - (B): You in the beginning than someone else. And two, because you can actually call people out on their BS when they're not doing it right. You need to understand good marketing principles. It's imperative. Now, number three is you have to. 0:08:59 - (C): Have a great offer. 0:09:00 - (B): Foundationally, if you don't have a great offer, you're always going to struggle and no one's going to see the difference between using you and someone else but to your advantage. 0:09:09 - (C): Most people don't know how to create a good offer. So the way most people compete by. 0:09:15 - (B): Creating an offer is they think I got to discount my price. If I discount my price, I'll get more sales. That is actually the worst way to do it because number one, you're conditioning clients to view you by price and not value. Two, you're attracting the wrong type of clients to grow a business. Three, you're competing as a commodity, which is the only way to win, is to be the one that charges the least. There's always going to be someone who will be willing to undercut you. You're giving away your margins. It's making it harder to grow your business, a healthy business. 0:09:41 - (B): So the opposite way of doing this is instead of discounting price, compete with more value. And that ultimately is what people care about more than price. They care about convenience, quality and value. So if you can create an offer that conveys better value, you're always going to win. You're going to attract higher quality clients, you're going to grow your margins, you're going to grow a healthier business. 0:10:03 - (B): You're going to decrease your cost per lead because you're going to increase your lead conversion. There's so many more benefits and you can charge more. You can actually charge what you're worth. 0:10:11 - (C): Instead of competing on price. But the way you do this is very important. 0:10:17 - (B): You have to think differently than what everyone else is doing. If you're going to model everyone else, you're not going to create a great offer. You have to think about what makes you unique and what will resonate with your ideal client. So it takes us back to number. 0:10:29 - (C): One, who is your ideal client and what do they ultimately desire? 0:10:33 - (B): Find a way to create an offer and I'm going to give you three tips. Here's what I include in every offer. Number one, I include a very detailed feature to benefit or feature to transformation. This is going to explain what they're going to get so that they can get X result. 0:10:48 - (C): Two, you're going to talk about or. 0:10:50 - (B): Hit up an emotional benefit. What does it mean for them emotionally. 0:10:55 - (C): To go through this? 0:10:55 - (B): Because 70% of a buying decision will have emotion involved. If we forget to focus on what they're going to feel because of this, then we're missing a huge component of being able to move someone forward psychologically. And number three, we're going to add what we call a value add on. This is going to be something unexpected. 0:11:12 - (C): That we can add to this thing. 0:11:15 - (B): That will increase the perceived value or. 0:11:17 - (C): Experience that they're going to get with it. 0:11:18 - (B): Now, the great news is, even if you're a contractor and your first step to doing business with someone is get a free estimate. 0:11:24 - (C): That's not an offer, that's a call to action. 0:11:27 - (B): And it's a poor one because everyone says the exact same thing. But using that three point offer framework, you can actually create a real offer out of getting the free estimate that has higher perceived value. It connects to them emotionally and clearly articulates the transformation they're going to have. 0:11:43 - (C): Because of going and getting that estimate or moving forward with your business services. 0:11:48 - (B): So that is my tip into what I learned about going into anaphylactic shock last week. I'm so glad to be back with you, full of energy and health. It was a good experience to go through to understand what that could be like. But it also got me thinking a little bit deeper about what that means for businesses and the similarities we see. 0:12:11 - (C): With a lot of other businesses in. 0:12:13 - (B): Anaphylactic shock right now. 0:12:14 - (C): We can't just treat the symptoms, we. 0:12:16 - (B): Have to treat the root causes. Do that and you will increase your ability to attract higher quality clients and grow your sales like ever before. 0:12:26 - (Jared Erni): Thank you for tuning into the For Impact podcast where we're all about driving positive change through entrepreneurship. Remember, your impact matters and your journey matters. If you found inspiration in today's episode, please subscribe, rate and leave a review. Your feedback fuels our mission to empower impact driven entrepreneurs like you. You can stay connected with us on social social media and go to forimpactpodcast.com 0:12:59 - (Jared Erni): to take our impact marketing challenge. Keep pursuing your dreams, making an impact, and living life on your terms.

[TRANSCRIPT] 0:00:03 - (Jared Erni): This is the For Impact podcast, the destination for impact driven entrepreneurs striving to live life on their terms and create a ripple effect of positive impact in the communities they serve. Where we put your success stories center stage, dissecting the lessons learned, and sharing insights and ideas that will help you amplify your impact. And now, here's your host, Jared Ernie. 0:00:37 - (B): What's up, everyone? We're going to be diving into what is Attraction Stacking. Now, this is the framework that I share with everyone who comes into my world and my audience. Attraction Stacking is the layers of marketing that when done in the proper order, layered together, will accelerate your results faster than anything else because they will generate more efficient results for the least amount of time, effort and money. 0:01:07 - (B): Most businesses that we work with or see out there, most local businesses are struggling with their marketing because they've been taught to operate under this mindset of if they build it, they will come. And though they've invested a lot of resources into creating the best product out there, or service, getting the right location, hiring the right team, building a fancy website, when people don't flock to their business, they start throwing money at marketing like jello against a wall, trying to see what sticks. 0:01:40 - (B): And marketing is viewed as kind of this necessary evil to doing business. So they're always looking to find cheaper solutions and going back and forth between freelancers or agencies who promise amazing results and under deliver and this constant cycle of frustration when it comes to their marketing. Marketing feels like wasting money when you can't properly track it and don't have a system. And that is what so many local business owners are struggling with today. 0:02:11 - (B): I was listening to a podcast earlier today with Alex Mosey and he said something I thought was really interesting. He said that when you get into the paid ads game, you have to expect to lose money. It's part of the game. You're supposed to lose money to grow with paid ads before you can make the money. And so most people will pour money into paid ads and it doesn't bring a return. And they go, wow, this doesn't work. And they try something different. 0:02:38 - (B): But you have to operate differently, especially when you're doing paid ads. The way Alex thinks about scaling his ads is continually testing and instead of this phase of losing money, he's looking at it as an investment into figuring out what doesn't work so he can find the thing that does work. And you might go through ten campaigns or create ten ads, nine of them are losing ads, but that one will hit right and then you double down, triple down, quadruple down on that winner, make all of your money back. 0:03:14 - (B): And that is how you should think about that paid ad strategy. So the trick here is that if you don't have a system or a framework for your marketing, that's what I want to share with you today is how you can think about your marketing in a more effective way. Now, over the years, I've discovered this framework for local businesses that we call Attraction Stacking. It starts with having a strong offer strategy. Now, if you want, you can kind of visualize this because I like to draw this out in a Venn diagram where you have three kind of circles. 0:03:52 - (B): That where they all come together is this space where they're all working and magnifying your marketing. Most people come to me because they're struggling with traffic. They think that they have a traffic problem and they need more traffic to grow their business. The reality is most of them have enough traffic. That what their real problem is, is a conversion problem. And so rather than focusing on more traffic first, because we could do that, but it's not going to fix the real issue or root cause of their marketing not working until we focus on offer strategy. 0:04:24 - (B): So we begin at the foundation of creating a stronger strategy here. Now, when I say offer, most people think of a discount. They think of marking their prices down so that they can get more buyers. There's a problem, a really big problem with this when you think of discounting your price. Number one, you're attracting someone who wants to pay you less for what you offer and often doesn't become the ideal client that you want to grow with. Two, you're also competing as a commodity. 0:04:56 - (B): The only way to win as a commodity is to be the one that charges the least. And there's always going to be someone who will charge less than you out there. Three, you are going to have a harder time creating and growing a business when you're cutting all of your margins so that you can generate more sales. So rather than competing on price, you need to find a way to compete on value. And when you can compete with value, you're bringing more to the table. 0:05:25 - (B): People will buy when they see the value of what they are getting from you exceeds the price you are asking. So the trick is don't discount your price. Keep your price high, but create more value. That is how you generate and grow a healthy business, because you will separate yourself from your competition, you will attract higher quality clients and you will be able to grow your business more effectively, investing in the transformation you are creating for your clients. 0:05:57 - (B): So focus on good offer strategy. 1st, 2nd, focus on having a good sales funnel. Most businesses will get a fancy website. They have an agency build them something nice. Or maybe you model it and build one yourself. But traditional websites do a really poor job of converting traffic into leads and sales. Today, the average ecommerce website only converts one to 2.8% of traffic into sales, which sounds terrible if you need 100 people. 0:06:27 - (B): If you get 100 people coming to your website and only one to three actually buy from you. That's disheartening when you think about the real purpose of having your website. So think about having a sales funnel do this for you instead. You have to understand sales funnels. But sales funnels are a website. It's just a website designed with specific marketing strategy and psychology. And here are three big differences from a traditional website to what a sales funnel does for you. Number one, a traditional website has probably like a logo on the top and a menu of all these different pages, and then content, maybe a nice header, and then blocks of content, and then blog post sections, and then social media links, and then pages to other resources. And it all takes people down this information highway to different pages and different links that don't really bring them to the one thing you want them to do, which is to ultimately become a lead or to buy your thing. 0:07:29 - (B): And that's one of the biggest problems with a traditional website. Now, two, you have this information overload that happens. It's kind of like going to Netflix when you're in show hole. You scroll for 50 minutes, but you don't actually watch anything. That's what we do to our clients by providing way too much information. We've been conditioned to do that because we think we need lots of information for SEO purposes, to search engine optimization. 0:07:55 - (B): But that is not the case anymore. This is for another topic. But SEO, traditional SEO, the way we knew it, is dead. And you don't need to be doing all of these pages on your website and publishing as much content like you used to for traditional SEO ranking. So we're confusing them with too much information. And then three, traditional websites often really don't have a good call to action. And that's what your offer will fix. You'll have a strong offer strategy that competes with value and gives them a strong call to action. And if that's the first thing they see, you're going to do well, so much better than your competition and most people out there. 0:08:34 - (B): Now, number three, oh, let me actually touch on another point of a sales funnel. A sales funnel facilitates your offer. And what we want to do with a sales funnel is capture their name, email and phone number. That's the most important thing to start that process. The next most important thing is to have a good nurturing process. Once that person submits their information, you need to be able to follow back up with them. And one of the things that is working so well today is texts. If you can have a simple text campaign that instantly responds back to that lead when they're ready, actually, right after opting in at the prime time to get them booked, have a sequence that gets them to engage, 98% plus are going to see that text message compared to email campaigns, it might be ten to 20%. 0:09:23 - (B): So you're going to see a huge percentage of those touch points increase when you have a good nurturing sequence behind your sales funnel. That's part of the system. It's not just a website on the front end, it's also what happens on the back end to nurture and convert those leads into customers. Now, the third component is usually now where we start focusing on traffic. But that's what everyone has first thought they needed when they come to me, right, I need more traffic. We just lay the foundation so that your traffic can be more effective. And now, even with no new traffic, clients often see a huge boost in new leads and sales coming from the new offer strategy and sales funnel that they've now installed into their business. But number three is focusing on what we call smart traffic. There's two qualifiers to smart traffic. Number one is it's got to be a source of traffic with high buying intent. 0:10:20 - (B): Number two, it's a source of traffic where you can compete as a small business and win, because there are lots of sources of traffic out there. Lots of them have low buying intent, some have high buying intent, some are very saturated and competitive, and others are open for play. And you need to know what those are and look through that, through the prism of your marketing so you can understand, is this going to be a smart traffic or lack of a better term, not smart traffic, dumb traffic. 0:10:52 - (B): I hate to say like this because I know there's a place for Facebook, but I often discount Facebook as not a place for smart traffic. And the main reason for this is because, well, two, number one, it's highly competitive. It's been the default for many local businesses for a lot of years. So it's very competitive to advertise on Facebook saturated. Number two, it's not a place where people go to look for your services. 0:11:20 - (B): And for that reason, it's a lower buying intent. And when people struggle with Facebook ads, they wonder why I'm getting such what they call poor quality leads. It's not that they're poor quality, it's they're a lower intent. And you need to understand how to nurture that intent to a point where they will buy. But if you really want to accelerate what you're probably leaving under the table, on the table, what you're probably leaving on the table is the traffic that is your biggest opportunity. 0:11:51 - (B): Most local businesses are not paying attention to it is your Google business profile. Now, the reason your Google profile is your biggest opportunity and falls into that category we call smart traffic is because near me search has increased over 900%. More than 70% of near me search results in a same day purchase. But 92% in businesses that set up their profile, set it up and rarely touch it again. 0:12:20 - (B): And that is why, if you want to win on the first page of Google. Knowing how to leverage your Google profile will get you to that first page faster than any SEO or pay per click game out there, or I should say, faster than any SEO and for less expense than any pay per click campaign you can do. Now, that's a great starting point, but a real healthy business is going to diversify their sources of traffic and have some paid strategies in there as well. 0:12:49 - (B): So the second is going to be local search ads. This is a type of pay per click campaign on Google that allows you to boost your Google profile in the map section. Most agencies don't know how to do this. I've even talked to Google support technicians who don't know how to do this. So your opportunity to compete with local search ads is huge. You're going to eliminate a lot of competition. You're going to earn a really good place on the Google real estate with a local search ad. Now, if you've ever searched for, let's say, plumbers near me and you see three Google business profiles next to the map section, you're not seeing that local search ad. But if you see four, the top one is always a sponsored one. And that is what you're seeing with the local search ad. You have to create an asset out of your Google profile and you have to attach it to the targeting for your pay per click campaign in order to do this. Like I said, most people don't know how to do this, but when you do, it's a clear advantage. 0:13:52 - (B): Number three, smart traffic for what I call Google Guaranteed, or what others know as Local Services Ads. Local Services Ads are pay per lead program through Google where you can generate more phone calls inbound on a pay per lead basis. And these are great because it's still so new. A lot of businesses don't know about this yet, but there are a fair amount that do. But it's growing in popularity because it works so well. If you've ever experienced Angie leads or thumbtack leads, you understand how frustrating it can be to pay for leads that are being sold to other contractors. And if you don't jump on it right away, you're missing out your opportunity. 0:14:36 - (B): And they're already bombarded with five other people who've called them. This is very different. Google Guaranteed allows the client to call you, so you already have a higher buying intent. All you need to do is pick up the phone and you've got the lead. And it's exclusively your lead. It's not being sold to other contractors. And that's why it was really good. I got a story I'll share here in just a moment about that. But there's another component to smart traffic, and that is retargeting. So the idea here is if you have 100 people come to your website with the right strategy, you can put a pixel on your website that tracks all of those people, maybe ten of them become clients, but you've got 90 other people who showed interest that didn't move forward yet. And so rather than spending more of your energy and resources to getting new traffic coming in, you could actually focus on the 90 other people who didn't. 0:15:25 - (B): Right now, my Retargeting campaign that I'm running, traditionally it's a really good target to hit a booked call or an appointment for at least $100, sometimes $200. But my Retargeting is generating an appointment for every $35. You can see how crazy that spread is from 35 to 100. And that 100 is a great mark. But my Retargeting is so effective, and that's what you can do as a local business, because most local businesses don't know how to do this or set up a good Retargeting campaign. So if you do, again, you've got another advantage. 0:16:04 - (B): Now, if you're a local business owner who's looking to scale, here is the Blueprint It's attraction stacking. It's going to put the right frameworks in place in the right order to magnify your results for the least amount of time, effort, money, allowing you to generate more leads, higher quality clients, and ultimately more income with the ability to scale it as fast and generate more business when you need it, dial it back when you don't. But be in control of how much and how fast you grow your business. 0:16:37 - (B): That's what we call this our seven figure marketing system. And that's what most people don't have is an actual system. Earlier today, I was talking to one of my clients and he joined our clinic a little late. Well, he joined a little late because he was actually en route to go to an estimate, and then he left and he came back later because he had to fulfill this estimate in the middle of it. And he's like, Jared, I'm just too busy and it's all your fault. 0:17:09 - (B): Let me play this clip for you. 0:17:11 - (C): Like I said, it's all your fault. 0:17:14 - (B): Yes. 0:17:15 - (C): That's what I love. I've actually talked to a few of my other business friends, and they can't stop me from talking about Google Business Profile and your program because. 0:17:29 - (B): I think. 0:17:30 - (C): I've mentioned this to you earlier on. I've gone through at least 1012 different agencies in the three years I've been open, and I've never had these types of conversations. 0:17:44 - (B): It's so good to hear that. I get so much energy from hearing this kind of response from clients who implement this. And I'll tell you, Vinay had some of the right pieces together, but he didn't have them in the right orders and in the right dial in way. And with just a few tweaks, his business has just exploded, creating him. And this is his slow season, by the way. But he's super busy during his slowest part of the year because he has the system dialed in. 0:18:14 - (B): So if you're a local business, owner and you don't have an efficient system to generate new leads and sales, you need to implement attraction stacking frameworks. And if you want a shortcut, come check out my GMB Challenge Free Challenge. I'm going to dive into how you can best optimize your Google business profile and then how you can stack that with the other strategies to really begin to amplify your impact in your business and in the community you serve. 0:18:42 - (B): Just go to GMB. That stands for Google, mybusiness Gmbchallenge.com. And I'll walk you through it. And I look forward to seeing you there if you do, and if not, that's all right. Come back and take another listen. I look forward to the Impact helping you create more impact for you, your family and your community. 0:19:04 - (Jared Erni): Thank you for tuning into the For Impact podcast, where we're all about driving positive change through entrepreneurship. Remember, your impact matters and your journey matters. If you found inspiration in today's episode, please subscribe rate and leave a review. Your feedback fuels our mission to empower impact driven entrepreneurs like you. You can stay connected with US on social media. And go to for Impact ##podcast dot to take our Impact marketing challenge. 0:19:39 - (Jared Erni): Keep pursuing your dreams, making an impact and living life on your terms.

[TRANSCRIPT] 0:00:03 - (Jared Erni): This is the For Impact podcast, the destination for impact driven entrepreneurs striving to live life on their terms and create a ripple effect of positive impact in the communities they serve. Where we put your success stories center stage, dissecting the lessons learned, and sharing insights and ideas that will help you amplify your impact. And now, here's your host, Jared Ernie. 0:00:36 - (B): Welcome, welcome. I'm excited to dive into some really cool stuff today because we are going to be talking about how to use AI to accelerate your marketing messaging. Now, AI has been all the buz for the past twelve months. It seems like there have been so many programs, so many applications coming out about AI. Lots of chatter about how you can leverage AI and if you don't, you're falling behind. But it's sometimes hard to understand how you can leverage this new technology best for your business. 0:01:07 - (B): There's so many different applications, but when it comes to marketing, there's some real advantages that you can have if you understand how to leverage AI. A few weeks ago, I got on with a friend of mine, richly, who's really geeked out in this AI space and went through a process of showing me just really how powerful this can be with your business and with your marketing. And I wanted to demonstrate a little bit about that with you. But it was mind blowing. He actually done this presentation for a room full of bankers and he showed them how by properly training an AI system, you could generate all the sales copy, the email sequences, the follow up, the video scripts, everything you need to market your business very effectively. And also train that AI to create messaging that resonates with the partner centric and the limbic messaging that allows you to activate the decision making and emotional parts of your brain. 0:02:08 - (B): So you are moving more people with your products or services. And this is so powerful. So I want to use the same kind of process that he shared with me to share with you. Now if you're listening to this, it might be worthwhile finding this podcast on YouTube so you can actually see the live demo. But I'm going to talk you through it too. If you're listening in and just tuning in on the podcast, we'll talk through some of these processes. Now there's a couple secrets I want to share with you when it comes to AI. 0:02:36 - (B): Number one, there's a lot of platforms out there so many people are familiar with chat, GPT. Another one I really like is called Jasper AI. And I use other programs as well. But these two are primarily used the way I use them for marketing messaging and there's great benefits and disadvantages to both. I will say. Jasper AI is a wonderful program that allows you to create copy from templated options. 0:03:05 - (B): One of the challenges with AI is that you need to have it properly trained in order to produce good content. And so if you don't understand how to train the AI, using something like Jasper AI is great because it will give you all the templates. You just pop in some information about what it is you're working on and it will produce the scripted content for you. Something like chat GPT has a lot more fluidity, it's a lot more flexible, and you can literally have a conversation with Chat GPT. 0:03:36 - (B): But the secret that Ridgely shared with me is, number one, you have to understand how to train it. If you don't know how to train it, you're going to get subpar content and it's going to be something you won't really use. Secondly, you want to think about the AI not as your assistant, but as you are the assistant, communicating with this big brain out here, and talk to it like you would another person, another human being, and it will communicate like a human being with you. So I'm going to walk you through a couple scripts here, and what we're going to do is just share my screen and show you the power that this has with an absolute live case study or example so you can see how this works. Let me see if I can share my screen here's. 0:04:29 - (B): Okay, so making sure this loads up here for you. Oh, here we go. There we go. All right, this screen is up and we are now live. This is the window for Chat GPT. And what I'm going to do is actually start with a prompt that's going to set the stages. Now, again, like I said, it's about training the AI first. So I'm going to put in a prompt here that really basically says, here's what we want to start with. And instead of me understanding the best prompt to give Chat GPT, I'm actually going to ask chat GPT to help me create the best prompt to train the AI. 0:05:26 - (B): So here's the first prompt that I'm going to place in here. It says, please forget all prior prompts. I want you to become my prompt creator. Your goal is to help me build the best detailed prompt for my needs. This prompt will be used for you, Chat GPT. Please follow the following process. One, your first response will be to ask me what the prompt should be about. I will provide my answer, but we will need to improve it through continual iterations by going through the next steps. 0:05:58 - (B): Two, based on my input, you will generate three sections. A revised prompt providing a written prompt. It should be clear, concise, and easily understood by you. Two suggestions. This provide suggestions on what details to include in the prompt to improve it. And then three questions. Ask relevant questions pertaining to what additional information is needed from me to improve the prompt. We will continue to iterate this iterate process with me providing additional information to you. 0:06:42 - (B): Updating the prompt in the revised prompt section until it's complete. I want you to rate every prompt I give you or produce. Give it a rating of one to ten. Add comments on what you think could have been improved about it. Do this for every prompt. If your rating the prompt is an eight or higher, ask me, would you like to run the prompt with the menu choice of yes or no. If I say yes, run the prompt as you suggested. If I say no, generate me a better prompt. 0:07:17 - (B): It is vital to make sure you run a prompt. When I say yes, please continue this prompt until I say stop or you run the prompt. Thank you. That's a massive prompt in itself. I wanted to read the whole thing for you so those for you listening could get an idea of how detailed this actually gets to properly train this AI program. So I'm going to go ahead and press submit. And as you see in the chat GP two window, it is saying Understood. Let's begin the process, creating the best detailed prompt for your needs. 0:07:50 - (B): And step one, what should this prompt be about? Please provide a brief description on the topic. So I've actually kind of already summarized this. So I can copy paste some of these prompts in here. So you can see here I'm pasting the next prompt. This prompt says, you are a world class copywriter and direct response expert. You are charged with creating marketing assets for a new company called and I'm going to pull up my subject company here. 0:08:21 - (B): This is Dumpster Rental. It's County Line Dumpster Rental. So I'm going to come in here and put the business name, County Line Dumpster Rental, whose website is and I'm just going to copy the website because one of the things that I've also enabled is the plugin to read websites. So it's going to draw some of the copy right from the website. So we're going to go ahead and paste this prompt in here and you're going to see it's going to start working and it's going to say, here's a revised prompt as it's writing it out. 0:09:02 - (B): It's giving this a rating of seven out of ten. And now it's giving me some content on how to improve this prompt. So it says the prompt is clear about the role and task. However, it might benefit from more specific details about the type of marketing assets needed for the target audience. So now what I'm going to do, it's giving me several questions. Some of the questions here are what type of marketing assets are you looking to create? 0:09:30 - (B): Who is the primary target audience for these marketing assets, et cetera, et cetera. I'm going to paste my next line in here that says what we will need is website copy, email sequences, social media posts, and sales page. Our target audience is, I'm going to say our homeowners, home owners who have too much junk that they need to remove homeowners who have too much junk who want to get rid of it. All right, so I'm going to go ahead and paste this next prompt or run it now. It's going to take that content and create another prompt for me. 0:10:26 - (B): While it's working on this. We're going to see what it's going to rank this prompt. So we went from a seven out of ten to a ten out of ten. Oh, it says I've got a network error here, but that's got let me just see if that's my computer here. Give it a quick second to fix. All right, let's see if we can rerun it. We're going to rerun this prompt. All right. So it's rewriting the prompt for me. It's going to give it okay. So it's actually downgraded the rating a little bit, probably because I had to regenerate. It says, you are a world class copywriter and director response expert creating marketing assets for a company named County Line Dumpster Rental. 0:11:25 - (B): Their website for reference is and it gives them the website. The assets needed are website copy, email sequences, social media posts, and a sales page. The primary target audience is homeowners with excess junk looking for disposal solutions. So now I need to give it more context. It's rated at an 8.5 out of ten, but it's asking for more details. If we'd like to like to add more details in here. So I'm going to answer some of the questions. It says one of the questions are there unique selling points or features of County Line Dumpster Rental that should be emphasized? Well, if I go to their website, one of the things I see here is get your second day free when you schedule a dump trailer online. 0:12:08 - (B): So I'm going to actually talk to the AI here as a normal person, but I'm going to say thank you, great work. One of the unique selling points is you get your second day free when you schedule your dump trailer online. Let me make sure I got that right. Yes. All right, and what else it says, are there Marketing Promotions, Discounts, Incorporated? Do you have a preferred tone or style of marketing? So the tone should be genuine but can be witty and humorous too. 0:12:56 - (B): So I'm going to do this to get a laugh humor because that is a great way to get attention. So I'm going to run this prompt, letting it take that information to play. Now it's revising the prompt again. It and now it's ranking it as a 9.5 out of ten, which is really good. So with that said, I'm going to run this prompt. So basically what I've done up to this point is train the AI to produce the type of content I want by creating the personality behind it. Right. So now I'm going to say, yes, that's going to run this prompt. 0:13:47 - (B): So now I'm actually running the prompt that I used Chat GPT to help Me program knowing that it is a 9.5 out of ten in its effectiveness of how we created that prompt. That way you will. Now, if you follow this process, you could actually use chat GPT to create good prompts instead of trying to come up with them on your own. So now what it's doing is actually starting to set up and write some of the website copy, email sequence copy, things like that. 0:14:16 - (B): And while it's writing this, let me read some of this to you. So the website copy. It says, welcome to County Line Dumpster Rental. Your junk's best friend tired of staring at that mountain of junk? We've got the perfect solution. And guess what? Schedule your dump trailer online and enjoy your second day on us. That's right, two days for the price of one dive into a clutter free life with a touch of humor and a whole lot of genuine care. 0:14:46 - (B): That's kind of funny. All right, subject for the sales page, discover the joy of a junk free home with County Line Dumpster Rental. So we've got some copy here that's starting out. But here's the thing. What I want to tell Chatchubi to do is to start creating some limbic messaging. And limbic messaging is the type of messaging that resonates with your emotion and your decision making parts of your brain. And so I'm going to run another prompt. 0:15:20 - (B): And let's see here. Okay, so I'm creating this prompt. I'm saying, great, thank you. Terrific work. Now, based on what you know about the business, create limbic messages in each of the following categories. We believe and you deserve. And because I'm going to say your home, we're going to say your home matters. And we picture a world where dot, dot, dot. It is important that all of the limbic messages be of 15 words or less. We need eight limbic messages in each category for a total of 32 limbic messages. 0:16:04 - (B): So I'm going to run this. Now, most people don't know what limbic messaging is, but I'm going to share with you, as it writes these out, what this looks like so you can see how powerful these limbic messages can be. Right now, it's starting with we believe. And so it says, we believe in a clutter free, peaceful living space for all. We believe every homeowner deserves a junk free sanctuary. We believe in genuine service with a touch of humor. 0:16:30 - (B): We believe in giving more value like a second day free. Let me tell you about some of these deserves. You deserve limbic messages. You deserve a home free from unwanted clutter. You deserve the joy of spacious, breathable living. You deserve our Space online scheduling offer. That one came out a little weird. You deserve genuine service with a touch of I don't know why it's putting that humor line in there. 0:16:54 - (B): I would have to kind of rework some of this because it's kind of incorporated the humor as not the tone of marketing but as like in some of its messaging. But regardless, you can see how powerful this is and if you're watching this on YouTube then you're seeing some really great content coming out of here. But it's really powerful what it can do even if it messes up a little bit. I'm going to paste the next prompt here because what I want to do is now rank this. So I'm saying now based on the vast experience, rank these limbic messages in order of most effective at building trust and connection with prospects that would likely lead a prospect to want to use the business and buy their products and services. 0:17:36 - (B): So now this gets really kind of interesting. So it's going to go through and rank this. So it's starting with we believe and it's saying we believe in a clutter free, peaceful living space for all is number one in the limbic messages. It's going to give us the rationale here as it ranks. Actually this is going to be a new prompt that I give it. So I'm going to take this here once as it's finishing up. I'll just go ahead and paste this right here while it's writing out these prompts and this is what I'm going to say next. Now based on what you know about the business, select the best limbic messages for each web page and the rationale for each particular limbic message most suited for that page. 0:18:14 - (B): So it's now ranking the limbic messages. Now I'm going to have it run a prompt to put the right limbic message for the right website page and that's going to be really cool to see how this comes out. So it's pulling these pages here. It's going to have a home page about page service, page pricing, page blah blah blah. And it's starting with the homepage. So it's suggesting the limit message for the homepage be we believe in a clutter free, peaceful living space for all. Here's its rationale. 0:18:50 - (B): The home page is the first impression. This message immediately communicates the core value proposition and resonates with the visitor's desire for a clean, clutter free space. So now I know why that Lumic message is so powerful to use on the homepage and it's giving me this for really every page that I put on the site. I'm going to paste another prompt here following this. This is going to say, now review all of the copy on the site and ensure that it is focused on the client, not the business or the company. 0:19:23 - (B): Let's make sure that all of the main pages have limbic messages at the top below the limbic message at the top of each page. The rest of the site should be written in U language that makes the messaging all about them, the clients and prospective clients in order to connect with them, build trust and increase conversions. So let's go ahead and run that prompt here and see what it comes out with. So it's actually using the plugin right now to read the website so it knows what it's working with in terms of the content that's already on the site. So if you have a website right now and you're going through this process, you can actually do this. It will take the content right from your website and rewrite it for you in a more powerful way. 0:20:12 - (B): So here's some revised copy for the homepage. Tired of seeing piles of junk in your space? Schedule a dump trailer online and enjoy a second day free. Reclaim your peace and tranquility with our hassle free service. The service page limbic message is you deserve a home free from unwanted clutter. The revised copy is your space. Overwhelmed with unwanted items? Let us help you clear out and breathe easy. 0:20:39 - (B): Clear out and breathe easy. Again, whether it's old furniture, appliances, or general clutter, we're here for you. Isn't that cool? So we can keep going through this process here for each page, but it's not giving us a lot of content on these pages. So what I'm going to do is actually give it another prompt here, and this is going to say, can you flesh out each of the pages to 500 words each? Maintaining limbic messaging at the top of each page, along with partner client centric copy below that. 0:21:12 - (B): So now this is going to do more of a job in putting that content together or creating more content for the page itself, because it didn't give us a whole lot of content, actually. And I want to read this for you here in a second. It all right. So let me read to you what it's saying here. Imagine here's your homepage. We believe in a clutter free, peaceful, living space for all. Welcome to County Line Dumpster Rental, where your peace of mind is our top priority. We understand that clutter can be overwhelming, affecting not just your space, but also your well being. That's why we're dedicated to helping homeowners like you reclaim their homes and lives. 0:21:59 - (B): Imagine a home where every item has its place, where you can relax without the weight of unnecessary junk bearing down on you. That's the vision we want to help you achieve. With our easy online scheduling, you're just a few clicks away from a cleaner, more organized space. And with our special offer of a second day free, we're ensuring that you get the best value for your investment. From old furniture to unwanted appliances, from yard debris to construction waste, we've got you covered. Our team is trained to handle all types of junk, ensuring it's disposed of responsibly and effectively. So why wait? 0:22:34 - (B): Take the first step towards a clutter free life. Today, your peaceful sanctuary awaits. That is great copy. It is so on point. It's so well written. This is all AI amazing. And you know what? It only took about ten minutes to put something like this together. Whereas before it would take forever to write something so crafted unless you knew really what you were doing. And most business owners don't have that kind of time or they're not going to hire world class copywriter to write this stuff for them. 0:23:08 - (B): So this is why AI can be so powerful, because it saves you time and it creates amazing content for you. And when you're dealing with your marketing, messaging, here's the thing. Local business owners, they wear a lot of hats in their business. You wear a lot of hats already and there's a lot of things pulling for your time. You got to prioritize yourself and use your time as wisely as possible. One of the most important things you can do is master your marketing. And this is going to make you do it in a much more effective way. Because here's the thing. Here's what marketing is. Some people say advertising, some people say marketing. Here's the thing. Ads are buying ads. Marketing is superior. Marketing is telling the right story to the right audience. 0:23:52 - (B): That's what marketing is. And that's why your words matter. How you say it matters because it's how you are connecting and telling that story that resonates with your ideal client. Let me give you one more prompt here, which I'm going to have some fun with here. So while it's written out all this website copy for me, I'm going to say next write a five part email series to promote the dumpster rental rentals for the business. 0:24:26 - (B): Pardon me while I make some adjustments to this. The objective of each subject line is to get prospects to open the email and make those provocative and peppy so really grabbing their attention. The objective of the email is to get the prospects to visit the sales page and sign up for the program. Make sure the first two emails are about trust and connection all all the while educating the prospect about the business. 0:24:54 - (B): Then Pivot and the last three emails highlight the special promotion that will be ending soon and use scarcity and urgency to connect to get prospects to take immediate action. Again, refer to the peace of mind and relaxed feeling that buyers will have from knowing that they can be free from the stress of unwanted junk. All right, I'm going to run that now. This is going to be really cool because this is building now the email sequence that you can use behind either to your email list or behind the opt in of a funnel. 0:25:38 - (B): Here's email number one. The subject line reclaim your peace the secret to a clutter free home and it says, Hello, Jared. We all dream of a home where every item has its place, where peace and tranquility reign. But sometimes life gets in the way and clutter piles up. At County Line dumpster rental, we understand the struggle. That's why we're dedicated to helping homeowners like you reclaim their spaces and lives. 0:26:02 - (B): Our services are designed with you in mind. From easy online scheduling to our dedicated team that handles everything from pickup to disposal, we're here to make the process as smooth as possible. Stay tuned for insights on how to transform your home and sanctuary you deserve warmly, the county line dumpster rental team. We've got email two. We've got email three, email four, email five. So what we're going to do is add another couple of points to this. 0:26:33 - (B): I'm going to paste another prompt. It's going to say, now flesh these out to 500 words each. Add emojis and bold and italics and highlights to key points. So now this is kind of like really putting kind of a personal touch to it, which is pretty cool. And I'm going to add some limbic messaging behind this as well. So make sure that it's rewriting these emails with limbic messaging in place. So right now it's rewriting this. So it's basically let me see. I was going to reread it, but I think if I scroll back up to email one, it's a little bit of a different version but still very close to the same thing here. 0:27:24 - (B): I'm going to give it a second to finish up writing these five email sequences and then I'm going to follow up with now draw upon the limbic messages and partner centric copy and insert those into the email sequences. And then I'll do one last prompt here to show you how this could be. Really? I'll do, I'll do a couple more. Okay. So now it's doing email five. Last chance. Wave goodbye to clutter and hello to peace. 0:27:59 - (B): Hello, Jared. This is it. Our special promotion is ending in just a few hours. If you've been on the fence, now's the time to take action. Schedule your dump trailer online and enjoy a second day on us. Remember, a clutter free home isn't just about aesthetics. It's about peace, relaxation, enjoy. So let me go ahead and run the next prompt that's going to build in that limbic messaging and then we're going to take this as another step. 0:28:32 - (B): I'm going to say, now let's have some fun with this. Give us a version of the email sequence that's cheeky and full of witty humor, tell stories and crack some tasteful jokes that will make us render a smile or chuckle. So that's really cool. If you can add humor to your marketing, you're going to be able to get someone to laugh that's going to initiate an emotional response. And that's why humor is so powerful in anything that you're doing. 0:29:00 - (B): So I got to give this just a minute to get to where we can run this, but I'm going to give you an example here that we can see. Let's see here. So let's just do email three, email three. Subject line, special offer alert. Your clutter free journey just got better. Hello, Jared. We believe in giving more value, like a second day free to make your decluttering journey even more rewarding, we're offering a special promotion. Schedule a dump trailer online and enjoy the second day absolutely free. 0:29:41 - (B): Imagine all the time you'll have to sort through items ensuring you only let go of what you truly don't need. But hurry, this offer won't last long. You deserve a special online scheduling offer. Start your clutter free journey today and experience the peace of mind relaxation that comes with a tidy home. So I'm going to run this next one and see what it's going to rewrite here having a little bit of humor added to it, which is going to be fun. 0:30:16 - (B): Okay, so let me give you an example as it's writing this out. Email one subject line. Is your junk cramping your style? Hello, Jared. Ever looked around your home and thought, when did I auction for a hoarder's reality show? Or when did I audition for a hoarder's reality show? We've all been there. At County Line Dumpster Rental, we're on a mission to rescue homes from the clutches of clutter. And trust us, we've seen it all. From the vintage treadmill turned clothes rack to the mysterious boxes even Sherlock couldn't decipher. 0:30:50 - (B): Tip if you haven't used it in a year, it's probably time to let it go. Unless it's chocolate. Always keep the chocolate. Stay tuned for more clutter busting tips and tales from the junk trenches. Cheerio County Line Dumpster Rental team. I'm going to read one more because this is kind of fun to see how it's building this kind of humor in here. Subject line on email two the great junk mystery. Where did it all come from? Hello, Jared. We've all had that moment. You open the closet and a mountain of stuff greets you. It's like a magic trick, but instead of a rabbit, you pull out three old vacuum cleaners. At County Line Dumpster Rental. We're not just junk removers. We're amateur detectives piecing together the stories of forgotten items. Did you know the average person can't remember why they kept 50% of their clutter? The other 50%? 0:31:42 - (B): I might need it someday. Spoiler. You won't. Join us on this whimsical journey of decluttering and discovering what's lurking in your attic, toodles. The county Lion Dumpster rental team. How cool is this content, right? It goes on and on and on there. So I'm going to give you one more piece here. We're going to write a video script. So if you were going to produce a video for your business, I'm going to tell it too. 0:32:12 - (B): We need a highly emotional and funny video script that brings tears to our eyes and belly laughs for our soul the way that that comes out. So check out what Chad GPT is doing here, which is really kind of cool. Scene one, close up of dusty old teddy bear with one eye sitting on top. A pile of clutter in a dimly lit attic. The narrator says, meet Teddy. He's seen better days once. A beloved companion, now lost in the attic and forgotten of forgotten memories. 0:32:46 - (B): Then it moves to scene two. Cut to a middle aged man, Bob, looking at Teddy bear, a tear rolling down his cheek. Bob sniffling, says, I remember when Teddy was my wingman. We'd conquer imaginary lands and fight off cookie thieves. Then moves to scene three. Flashback a young Bob holding Teddy standing guard in front of a cookie jar. Young Bob whispers guard the cookies. Teddy mom's on the prowl, moves to scene four. 0:33:18 - (B): Back to present day attic. Bob chuckles and then looks around the clutter. Bob says, but now Teddy's kingdom is this junk filled attic. So it moves to scene five. Sudden Upbeat Music enter County Line Dumpster Rental Team dressed as superheroes with capes fluttering. The narrator says, Fear not, Bob, the clutter busters are here. Moves to scene six. The team starts sorting through items, placing them in the dumpster. Bob watches, occasionally laughing at their antics. 0:33:48 - (B): Team member one holding a disco ball. Remember the 70s, Bob? Bob Laughing I try not to. Cuts to scene seven. Team member two finds an old accordion. Team Member two says, Bob, were you in a pokeband? Bob giggling it was a phase. Scene eight. The attic is now clean. Teddy sits on a freshly dusted shelf wearing a makeshift crown. The narrator says, Teddy's kingdom is restored and Bob, well, it. Cuts to scene nine. 0:34:21 - (B): Cuts to Bob dancing with the accordion, surrounded by the team. Bob says, I found my groove again. Scene ten close up of County Line Dumpster rental logo. The narrator says, County Line Dumpster Rental turning cluttered attics into dance floors since 2009. Call us and let's boogie the junk away. How cool is that? I mean, I can visually see that whole thing playing out in such a funny, cool video. Get people laughing, get people crying with tears, but really capturing that story, because that's what it really is about. 0:35:05 - (B): Let me turn this back over. Marketing is about telling a story and telling it well enough in a way that resonates with the ideal clients that you are communicating to or trying to reach. If you don't understand your ideal client, there's no way you can tell that story right? So by leveraging AI, you're going to be able to more efficiently, more effectively discover the right words based on the right training, but the right words to tell that story and save you tons of time. And if you don't know how to use AI today, it's okay. 0:35:48 - (B): But get involved with it, start using it, find ways to incorporate it and start learning how to use it because it is the future. This is going to be a massive advantage to those who know how to use it. So don't delay. Get on it. I'm going to give you some links in the notes so that you can dive into some AI training on your own. See how you could follow the same kind of prompts that I used here to build this kind of content for you to build with your current website and see how powerful it can be for you. 0:36:22 - (Jared Erni): Thank you for tuning into the For Impact podcast, where we're all about driving positive change through entrepreneurship. Remember, your impact matters and your journey matters. If you found inspiration in today's episode, please subscribe rate and leave a review. Your feedback fuels our mission to empower impact driven entrepreneurs like you. You can stay connected with us on social media and go to Forimpactpodcast.com 0:36:54 - (Jared Erni): to take our Impact marketing challenge. Keep pursuing your dreams, making an impact, and living life on your terms.

[TRANSCRIPT] 0:00:03 - (Jared Erni): This is the For Impact podcast, the destination for impact driven entrepreneurs striving to live life on their terms and create a ripple effect of positive impact in the communities they serve. Where we put your success stories center stage, dissecting the lessons learned, and sharing insights and ideas that will help you amplify your impact. And now, here's your host, Jared Ernie. 0:00:33 - (Jared Erni): All right, welcome, everyone. It's my pleasure to welcome Brandon Guthrie, the founder of Dream Design Labs. He runs a digital marketing agency that helps kingdom driven residential contractors scale from to seven eight, nine figure businesses, empowering them with the influence they need to make a positive impact in the communities that they serve. He's the recipient of the two Comma X Club Award from ClickFunnels, an award that's given to those who drive 10 million in revenue from a single marketing funnel. 0:01:00 - (Jared Erni): Additionally, Brandon is the host of the Christian Contractors Podcast, and today, Brandon is joining us to share some of his journey, lessons learned and advice. So it's great to have you on the show, Brandon. 0:01:12 - (Brandon Guthrie): Yes, thank you once again, man. Really appreciate you having me on. I'm blessed and honored to be here. I know you've built a really awesome platform and just pumped to connect with you and your audience. And like I said, bring value and serve and help each other out. 0:01:26 - (Jared Erni): Well, so we had some tech issues earlier and that caused us to go into having to retell this story, but I think this is a really interesting story that you shared. Can you tell us a little bit about that story that you shared with us earlier? What got you into this journey of being an entrepreneur and how did you really get started? 0:01:46 - (Brandon Guthrie): Yeah, man, for sure. So I was born in Huntington Beach, California, and I grew up racing motocross. And I thought that was going to be my life. I was going to be a professional athlete, and I also was raised as a Christian kingdom, god fearing man, kingdom driven man. And I believe that that was going to be my platform to be able to glorify God's name is through being a professional athlete. And I was definitely getting up through the ranks and really up to just scratching the surface of next step, being televised professional races. 0:02:21 - (Brandon Guthrie): And then the worst happened. And, of course, I was racing the world famous Glen Helen Raceway in San Bernardino, California. And I crashed. I got knocked out. I was unresponsive. I had to actually had to get helicoptered out of the track. They flew me. They rushed me to the hospital. They induced me into a coma. I was in a coma for five days, and I was in the hospital for two months with physical therapy, learning how to walk and talk and just do basic functions again. 0:02:51 - (Brandon Guthrie): So I went from these high aspirations of being a professional athlete to hitting rock bottom and just being lucky if I would be able to be a normal person again. I was really self conscious because I had short term memory loss. And I remember the physical therapist had me try to throw a little kitty ball into a basketball hoop, and I couldn't do it. It was like my body wasn't speaking to itself properly, and it was crazy. And I was in hospital for two months, house arrest after that for a month because I had a high likelihood of having seizures, and the doctor said I couldn't ride for a year, minimum. 0:03:28 - (Brandon Guthrie): Okay? So what I did was naturally, one thing I did learn through athletics was perseverance and dedication. So I definitely was not down in the dumps mentally. I was there for a minute, but I picked myself back up and I persevered. And what I did on my downtime when I was not on the bike is I picked up a video camera and went to the track anyways, but this time without a bike, and interviewed the professional racers. I learned HTML and CSS. 0:03:55 - (Brandon Guthrie): I built a website. I put the interviews on the website, and I put Google AdSense because I knew you could get paid from the visits, and then people would watch the interviews. And I actually got paid from Google for traffic. And then someone saw my they saw my website, and they were like, hey, could you build me a website? I was like, yeah, sure. I was like, yeah, I could do that. And they're like, Cool, I got $300. Is that good? I was like, yeah, that's a lot of money. Let's go. 0:04:23 - (Brandon Guthrie): And so my 1st $300 website client I had was right there. And then and then really from there, fast forward to today. Obviously, we landed the two Common Club Award in 2022, common X Club Award in 2021, and now this year, excited to be applying and submitting for the $25 million award, which is very exciting. But it wasn't easy going through the journey. At first, I made it all about myself and all the cool things that I could do for myself about making money and the Lamborghinis and the mansions and the lifestyle. 0:05:00 - (Brandon Guthrie): And that's how I started off my entrepreneurial journey, thinking I was going to be able to make all this money and do all these cool things, serve myself. And basically, I fell flat on my face. I was evicted from my then apartment, had to move back into my parents spare bedroom. It was humiliating, embarrassing. It seared into my soul, burned my soul. I love my parents, and I'm very thankful. But as a man, I was like, I was dying on the inside that I had to move back in with my parents. 0:05:30 - (Brandon Guthrie): And it was because I was making all about myself. And that's when at rock bottom, I learned two things. One, I needed to market myself out of this hole, and two, I needed to get my life right with God. And start serving others instead of making it all about myself. And I flipped the script and once I turned it and made it all about serving others, first and foremost, that's when everything started to work. 0:05:50 - (Brandon Guthrie): And obviously there's a lot of details in the middle that made it all work and moving forward into the future. For us, the movement is that we just want to create abundance to serve ourselves, our families, but also the world around us. So we're very passionate about being the hands and feet of Jesus throughout the world and doing missionary work that's funded through the revenue that we generate. So actually, in two weeks from today, we're going to Latin America to build our first home for the homeless as a company. 0:06:21 - (Brandon Guthrie): So that's going to be really we're the whole team, some of the key players from the team are going out there and we're going to build homes for the homeless. And I know the scripture that talks about don't show the left hand what the right hand is doing. And we definitely have our things that we do in private. But there's also a scripture that talks about don't put a light under a basket. You want to put on a lampstand where it can light the room. 0:06:46 - (Brandon Guthrie): So for us, that's our light in our lampstand. We want to show what can happen when we put God first. We're able to create millions of dollars, but not for ourselves, but to actually fill up our cup so that we're able to overflow and bless others. So. 0:07:02 - (Jared Erni): Yeah, I love that. Now, I don't know if you can see my shirt. My mic is in the way. I love this whole this means so much to me, and I know it does for you, too. For impact. Impacting our families, our immediate circles and the communities that we serve. I'm curious because it sounds like a lot of your success in this space has happened right in the Pandemic when so much was going wrong for people with business. 0:07:31 - (Jared Erni): Tell me a little bit about how you were able to serve people so impactfully during this time in the Pandemic and where they were struggling and needed so much help. 0:07:41 - (Brandon Guthrie): Yeah, funny enough, that is when everything started to click. It kind of ties back to my background of riding dirt bikes. And every other car at the track was a roofer, a landscaper, an HVAC technician. And little did I finally put the dots together. I was like, well, maybe residential contractors. We should be getting connected. So something really happened right before the Pandemic hit. We got connected with residential contractors and we started doing what we do. And then the pandemic hit. 0:08:17 - (Brandon Guthrie): Then the worst happened and everyone shut down and everyone was running away from the fire. And I was just like, really? I felt like I had to talk people off a ledge and was like, Dude, run towards the fire. Look for the opportunity. Whenever the world is being shook up, there is opportunity snapping off the rock. And you just got to look for that opportunity. And funny story was actually one of the residential contractors we were working with was a landscaping category. And we were like, oh, we got to shut everything down. Shut everything down or shut everything down. And I remember I was driving on the freeway. I was on my phone, don't turn me in, citizens Rest. I was on my phone driving and I was like, have you even checked if you are an essential category or not? 0:09:13 - (Brandon Guthrie): Oh, I didn't think about that. 0:09:16 - (Jared Erni): Really? 0:09:17 - (Brandon Guthrie): You didn't think about that yet? So we checked and landscaping, sure enough, was an essential category. So we were able to amongst many others, and we were able to continue and actually capitalize in that time. That's just really the overall advice and wisdom is whenever there's a shake up, there's opportunity that's there for the taking. When everyone's running away from the fire, we want to be running towards the fire. For sure. 0:09:47 - (Jared Erni): Very cool. Tell us a little bit about your specialty and how you help residential contractors today. 0:09:55 - (Brandon Guthrie): Yeah, for sure, man. Primarily, social media advertising is a bread and butter. And yeah, like you were saying, a lot of people don't think that social media advertising can work for a residential contractor. 3% of the actual traffic online that are your prospects are actually searching for what you offer right now. So there's a huge majority of people that are going to become potential customers that are not looking for what you're offering right now. 0:10:27 - (Brandon Guthrie): And I love what you said about their solution aware. Eugene Schwartz Breakthrough Advertising I don't know if you read it, definitely check it out if you haven't, but there's multiple stages of awareness. There's unaware, problem aware, solution aware, aware of your solution aware, and then most aware, which is completely saturated. And then they're price shopping at that point. So when we go on Angie and other platforms like that, we're already talking to people that are price shopping and searching. But if we're able to actually intrigue people and use interruption marketing to create the desire, then we can actually be the only one fighting for that price. 0:11:09 - (Brandon Guthrie): And one of our great case studies, we actually took somebody from one to 10 million and they were and actually together, definitely not just us. So this is a great example. So Trevor gosar. Obviously. What's up, Trevor? He was the one that introduced us and super blessed for that. US working together, we were able to take them. They went from essentially one to 10 million. And the cool thing about them, they were originally door knockers. 0:11:40 - (Brandon Guthrie): So that's like, dude, that's the best place to cut your teeth on sales right there. Because you knock on a door and you talk to someone, didn't think they were going to be buying exterior lighting today, and you convince them to make a commitment on some exterior lighting or whatever that is. So that is a superpower. If you can do that, you have unlimited potential. Correct? I mean, correct me if I'm wrong there. 0:12:06 - (Jared Erni): No, that makes complete sense. I hadn't thought about it like that. 0:12:09 - (Brandon Guthrie): Yeah, exactly. So basically we went from knocking on a door and we call it went to knocking on a screen. So we're still trying to find people that did not think that they were going to buy something today and change them into a buyer today. The idea that's the best posture to approach it, because then your scale is limitless. And here's the caveat, is Facebook. They have a lot of data points. I can't even imagine how much money for data from other companies. 0:12:47 - (Brandon Guthrie): I'm sure they're on Google's payroll or vice versa and et cetera, right. When people search for a solution, facebook knows your behavior. So there's AI, behavioral targeting. So based on your searches, your habits, they say they don't listen to your voice, but come. So there is behavior targeting within Facebook. So if you're making actions and talking about and mentioning and looking up and doing research for roofing, landscaping, outdoor living, whatever it is, it's going to know you're doing that and it's able to actually place it when you're in that searching phase. 0:13:24 - (Brandon Guthrie): So that's primarily what we help people with. And social media advertising. It's not just the ad itself. We know so much happens after the click. So it's the ad, it's the funnel, it's the automated process and the call strategy that actually gives us those pre qualified appointments that we're looking that's I. 0:13:41 - (Jared Erni): Was just going to ask you about that maybe you could give us. You don't have to go super deep in here, but some of those things that make this work, because I've talked to, literally this week, I've talked to several people who are, know, I've tried Facebook ads and the leads were just, you know, I get that a lot. And my response is usually, well, yeah, Facebook is an entertainment platform first. People aren't actually looking for you there. So you do get a lower quality lead, but you know some ways of how to make this work and what are some of those things that you need in place, not just the ad itself for the click, but what happens after the click that makes this all work. 0:14:18 - (Brandon Guthrie): Yeah, 100%. So what we always say is it's not a lower quality lead, it's a different intent is what we like to say. Their intent is a little bit different. They're still humans, right. They're still prospects. Their money spends the same as everyone else's, right. But it's their intent and it's really being able to be in tune with what that intent level is. And that's where being a marketer comes in, right. And for residential contractors, I feel like that's a huge task to tell you that you need to become a marketer. And that's why the best thing to do is to delegate, as we know as business owners, to gain that freedom and liberty we're after. We want to delegate property properly. 0:14:57 - (Brandon Guthrie): We want to give ownership to the right person to know these things. Essentially, we get the different level intent click right? And then what happens after that is they go through a funnel sifting process in that funnel. It's pretty straightforward, right? None of this is rocket science. It's just are we doing it? We got to audit ourselves. It's basically a three page landing page sequence, and we're sifting it like a gold pan. So we get rid of the dirt, and we're left with the gold, right? So we're basically on this first page, we are qualifying them and asking questions that we know make a good lead. 0:15:37 - (Brandon Guthrie): We can ask all of those questions before they ever become a lead. So every single lead that you get has already been sifted through what's their timeline, what's their budget, what project are they looking to do, et cetera, et cetera. Whatever else. You know, as a business owner of residential contractors, you know what questions that you can ask that will give you I if they could answer these questions, yeah, they'd be a great lead. 0:16:01 - (Brandon Guthrie): You can ask that. So we ask those questions. Then we take them to a second page, where then this is the claim to fame of the sales funnel. The sales funnel that Russell Brunson has boosted up. Shout out to Russell Brunson is the claim to fame is there a salesperson that works 365 days a year, seven days a week, 24 hours a day, and they collect zero commission. So that's a sales funnel. So the idea is we really want to do a lot of selling on that next page. 0:16:28 - (Brandon Guthrie): So we got them from a curiosity standpoint, because that's how we run our ads, is we want them to come in on a curiosity base on a basis, and then we call it the slippery slide of the commitment. Consistency, bias, slippery slide. Once they've already started, it's a human fallacy that you want to finish what you started. So you get them to go through this really easy, non high friction quiz, and then they go to this next page where we have a beautiful presentation. 0:16:58 - (Brandon Guthrie): This is where we really want to sell, we want to impress. So we got them there, and we want it to be a one time, limited time offer. So this is one thing I love, is we don't want to offer free estimates to everybody. It takes gas. It takes time. It takes money. It takes resources. You got to pay for your employees. It takes all of these resources. We don't want to give out free estimates like candy. 0:17:21 - (Brandon Guthrie): So the only people that actually get access to the free estimates are the ones that are qualified. So Land on the second page says one time limit time offer. You are currently qualified for a free estimate. And then on that page there's a calendar. We hit on problem copy, solution copy, who this is for, who this is not for. Features, benefits, feature, pacing, testimonials, scarcity, urgency, all that good, all that sales copy, science, art and science. 0:17:51 - (Brandon Guthrie): And then even frequently asked questions for objection handling, even on that sales page. And then, so we get them to book to request an appointment slot on the second page. And on the third page is where a lot of people fall short. They don't use the real estate properly. It's a thank you page. So just saying, oh, we'll be in touch with you in 24 hours. That's cool, but we can do better. Basically on that page, we want to use that real estate where we have a video that's going to build human connection, human rapport with the owner, thanking them for booking appointment, what to expect for next steps. 0:18:24 - (Brandon Guthrie): And what makes you guys really different, because we know our companies are run better than majority of residential contractors. Because you're here if you're here on listening to this, I already know you're the top 5% of residential contractors. So we want to talk about why we're different and we want to warm them up because we know there's an opportunity for cancellations and no shows. But by maximizing that real estate, we're able to make sure that those cancellations and no shows go way down and through this entire process. 0:18:56 - (Brandon Guthrie): It is warming up the lead, taking them from someone that potentially wasn't even thinking about this. And usually what it is, is they've thought about it, but it's swept under a rug. We want to bring it out from under the rug and be like, hey, remember, you have this problem. If you keep waiting, it's going to just get worse. Right? And so you warm that lead up. So by the time they've gone through the funnel process, they know you, they know the company, they know what makes you different. 0:19:23 - (Brandon Guthrie): That way the lead is red hot and ready for the salesperson to do their thing. 0:19:30 - (Jared Erni): That is awesome, man. Thank you for diving into that. And I love how you've laid that out. Some of your analogies, like using the Sifting for Gold too, makes complete sense. I'm curious. You brought up pattern. Interrupts. What are some of the either most memorable or successful or just cool? Pattern Interrupts or ads that you've used to have great success with? Facebook? 0:19:53 - (Brandon Guthrie): Yeah. Pattern interrupts 100%. Just ads that we've run that's been successful. So some secret sauce definitely. Right now is it's probably the algorithm. It's probably human nature, but having a spokesperson in your ad, it crushes. So just 99% of our competition has the same ad before and after image with maybe a 20% discount free estimate and licensed body insured, family owned and operated for the last 20 years. Free estimates. Right. 0:20:26 - (Brandon Guthrie): It's okay, if that's what your ad looks like, it's got you here, but it's not going to take you there. So what's kind of crushing right now? Is it's just a spokesperson that human face, human nature is to look for a human face, right? And then I'm sure there's some algorithm to that as well, boosts up the reach just naturally and just being able to have a clear message and articulate what makes you guys different and what's interesting. 0:20:52 - (Brandon Guthrie): And then as far as like a pattern interrupt, we're just always experimenting all the time that's the key is just consistent split testing. So, hey, it's someone jumping out from behind an HVAC unit, or hey, someone jumping out from a bush or someone or maybe it's just the way that the transition happens, or it's the copy on the thumbnail. And that's where the art and science of the media buyer should come in and there should be some bandwidth to be able to produce all these different variations and interesting things. And the crazy thing is you come up with something interesting and it usually works, but then there's just ad fatigue. So you got to keep up and stay in front of it and consistently produce. So you just need a machine and an engine that can keep up with it. So it's exactly what you think it probably is. As far as what a good pattern interrupt is, it's exactly what you think. 0:21:43 - (Brandon Guthrie): It's just are we doing it and are we doing on a consistent enough basis? Just like I said, jumping out from a unit or just having some really cool transitions on text or that type of thing? And then the spokesperson, those ads, honestly, that's a little bit of secret sauce. If you went out there and ran ads just based on that, you're already going to see better results for sure. Love it. 0:22:08 - (Jared Erni): So one of the things I wanted to ask too, is how do you help a client who you suggest, and I totally agree with this, the Human Connection video, most powerful way to make a connection with people online. So how do you make them feel more comfortable to create a good message in video? 0:22:29 - (Brandon Guthrie): That is a tough one. That is a tough one because I know a lot of residential contractors listening right now are probably like, man, I don't know if I could do that. So I have partners that are really good in front of the camera and then partners that they will never get in front of a camera. And that's okay. Where there's a will, there's a way, right? So for the ones that we got it in us, obviously anything can be learned. So join a video challenge. Peng Jun did a really cool one back in the day. I'm sure there's plenty of other ones out there. Video challenges, literally repetition. 0:23:06 - (Brandon Guthrie): Take videos on your camera. You don't need to show anyone. It'll be in your photo gallery, no one's going to see it practice, so it can be learned. But for those that just don't have the time or desire to learn honestly, you can get someone on your team or you can hire a spokesperson to be that person that's going to be on camera. But if you're able to be that person, I think it's the most impactful way to do it because you are the owner and no one can say it like you can. 0:23:38 - (Brandon Guthrie): So the answer is really just you don't have to if you don't feel like it's for you, there's options and opportunities out there to figure it out otherwise, but if you can, it's definitely worth it. So good. 0:23:51 - (Jared Erni): I love it. Kind of segueing now a little bit. What advice would you maybe give yourself if you were to go back in time and start again? What are some of the biggest lessons that you would want to make sure that you shared with your younger self? 0:24:08 - (Brandon Guthrie): Yeah, the biggest one that comes to mind is just don't make it about serving yourself. Make it about serving everyone else is the way is my biggest lesson, for sure. I learned a lot of humility through that through my accident as well. I was like this crazy red belliest kid and then I got an accident and I learned humility there and then also through just kind of hitting rock bottom during business. 0:24:40 - (Brandon Guthrie): Once again, more humility and more. Just like, dude, I'm just going to give it up. So that's my biggest lesson is if you're making all about yourself and just more and more, more and man, that's a hamster wheel I don't know if I want to be on and you might feel like you're on that. So if you make it a posture shift from more and more to how can I serve more, then everything gets a lot easier and everything starts to work better for you. 0:25:12 - (Brandon Guthrie): That would be my number one perspective shift for my younger self. And then just other than that, I would say I love what Dan Sullivan is talking about in the Gap, in the Gain right now. I'm all about that. I don't know if you've checked that one out yet, but it's talking about the gap is the never ending horizon that always keeps moving of your striving. And the Gain is looking back at the progress that you've made and being proud of it and that by living that way, you not only enjoy life more, but you actually get better results because of how you end up carrying yourself. And your snap decisions are different because you're in a different state of mind. 0:25:57 - (Brandon Guthrie): So for speaking to my younger self, those would be the biggest two for sure. 0:26:03 - (Jared Erni): Love it. It reminds me, I'm sure you've been to funnel hacking Live several times now. I was at one and you may remember if you were in that room with Tony Robbins and one of the things that always stuck with me was his definition of success is achievement and contribution. And I can sense that from you. You've shared a little bit about how you do that for creating real impact and contribution in the community. But I got a sense from you that that's really how you've become super fulfilled with what you do too. 0:26:37 - (Jared Erni): It's about creating impact, but also or the achievements that you've been able to create, but also the impact that you've created too, and the contribution. With that said, looking forward, what are your future goals and plans in terms of both? 0:26:54 - (Brandon Guthrie): Yeah, man, future goals, for sure. Remember, you also hit on the why and this kind of ties in with future goals as well. What I always say is just you got to make your purpose bigger than your circumstances. When your purpose is this big and your circumstances are down here, it makes it a lot easier for us to deal with the turbulence because everybody wants to grow, but nobody wants the turbulence that comes with it. 0:27:19 - (Brandon Guthrie): So for us to be able to persevere through when the going gets tough because it's not when it's if it's going to get challenging, right? No, I'm sorry, it's not if it's when it's going to be challenging, but yeah, man. I mean, future goals for us is just to really the vision that's been put on my heart is, and I prayed about this a lot, what's my purpose? What's my purpose? What's my purpose day in and day out, right. He's gaining clarity on that. And it really came down to just doing missionary work, boots on the ground throughout the world by banding together with other residential contractors, helping them grow, create that abundance for their families and like you said, their circles and the communities around them. But not only that, this is not for everybody because everyone has a different calling on their heart. So not everyone's going to want to hop on this bandwagon. But if you're this person definitely hit me up, which is I want a band together with residential contractors that will have the same idea of impact in mind of doing missionary work throughout the world and what a beautiful thing it would be to scale our businesses, be a light in the world through how we operate in a business. But not only that, we actually get together and we execute on boots on the ground missions throughout the I'm. 0:28:45 - (Brandon Guthrie): We're actually in two weeks, going to Latin America to build our first home for the homeless together as a company. And that's just us showing like, hey, we're not just talking to talk, we're walking the walk and we're getting it started, we're jump starting it. We're going to do it ourselves. And my goal is I don't want to have a conference where we meet every year. I want to have a missionary project where we meet every year instead of a. Conference, we get together, and what we're doing is we're getting together to serve. 0:29:14 - (Brandon Guthrie): So that's the big mission. And really it comes down to creating almost like a conglomerate style entity together, where we're able to create billions of dollars in impact together, because we all know we can do way more together than we can separate. So that's the big vision that's been put on my heart. We purchased contractoracquisitiongroup.com and contractoracquisition.com. So I'm just going to drop plant that seed right now, watch this video in ten years awesome. 0:29:50 - (Brandon Guthrie): Of basically wanting to band together with other residential contractors and form entities. Band together and whether it's equity, ownership, sharing, acquisition, mergers and acquisitions, all that good stuff, and be able to create a force of light that's going to be reckoned with in the world, is really the vision that's on our heart. And it all starts here with marketing and growing and then moving into really just business consulting and helping residential contractors grow. Whether it's just the social media aspect or there's so many other aspects of the business that need that attention. 0:30:28 - (Brandon Guthrie): And it'll go from one stage to the next, which feels like the marketing aspect. Then moves to the consulting aspect, then moves to the acquisition aspect. Mergers and acquisitions and exits. It all feels pretty natural, like a natural path that we could go down. So that seems to be what the future is holding, and I definitely prayed about that and looking forward to seeing how that unfolds. 0:30:50 - (Jared Erni): That's awesome. You mentioned a couple of books, and so one of my last questions, then we'll open it up to question answer as well. But what are maybe some of the books that you would immediately just recommend? Maybe they were the ones you mentioned too. But just real quick, what top books would you recommend and why? 0:31:08 - (Brandon Guthrie): Good one. Yeah, so definitely I'm big into is it Dr. Benjamin Hardy and Dan Sullivan right now? They're doing some great things right now. So definitely I would recommend the gap in the gain. I'd recommend who, not how. And then ten X is easier than two X. The trilogy, as they call it. Those are some really good ones, for sure. 0:31:40 - (Jared Erni): Very cool. Well, thank you so much. Let's open this up to some question answers. So those who are joining, if you have some questions you want to ask Brandon as well, go ahead. Feel free to unmute your mics and let's let Brandon give you some advice on your situation. I think we got Dave unmuted. 0:32:12 - (Brandon Guthrie): Brandon, you mentioned some really great ideas. What was one of the ads or the videos you did that kind of surprised you by how much attention you got from it? Was there anything like you just tried as a test and you were surprised by the amount of reaction, the amount of reception you got from that? What was that like? Yes, that's a great question. So let's see here. Which one was a big surprise. I don't know that I would call it a surprise per se because of just our methodology. So it's kind of predictable for us. Obviously, we've been doing this for a bit. Now, let's see. 0:33:03 - (Brandon Guthrie): I'm actually thinking about a situation that just happened yesterday. So this is actually I am very surprised by this. Yesterday we booked six appointments for a contractor in Pennsylvania. And that brings them to about a $50 cost per appointment of pre qualified, high qualified, $50 cost per appointment. That blew my mind. We're actually all scratching our head like, holy smokes, this is crazy. So that's a really good opportunity. 0:33:37 - (Brandon Guthrie): And the way that we were able to do that was kind of taking it back to that spokesperson ad. So that was surprising. And it came down to it's a spokesperson ad. And what we're doing, what we do in that ad specifically because I didn't really talk about that a lot, is what we do is we talk about them seeing if they qualify to work with us. So we turn the tables from us selling them, to them selling us to see if they qualify for us. Because we don't serve everybody. We don't serve every territory, we don't serve every single situation, et cetera, et cetera. So that actual angle that I just told you has generated multimillions of dollars. So if you just take that and run with that of turning the table on how you're pitching that ad, that'll be huge for you. And in that ad, what we do is we like to get extra. We have fun with it. 0:34:35 - (Brandon Guthrie): We'll even add humor in at the beginning and a little humor at the end to boost the engagement, boost the reach, and also increase the ad recall. And that's what we did in this situation. We did see if you qualify to work with us because we don't work with everybody. We have spokesperson ad. They filled out the form, they did the lead process, the funnel. And then here's another key. Is it's the call strategy. 0:35:02 - (Brandon Guthrie): So I can't tell you how many times we've gotten the right CPO, but our call strategy was off and that changed the game. So, for instance, someone is scratching their head right now, kind of the same lead flow for two companies and one's scratching their head with what's going on and the other one's getting $50 appointments. What's the difference? It's their call strategy. It's the person that they have calling those appointments and just our expectations of dials and calling and how we do the qualification on actual call. We ask a lot of questions, we uncover pain points, desires, make sure both decision makers are going to be there, time for the appointment, et cetera, et cetera. 0:35:48 - (Brandon Guthrie): That would be a whole other segment I could hit on if you want me to dive into it. But all of that matters so much. All those little details make everything work properly. If you don't have any one of those details in place, you don't get the results you're looking for. So it comes down to that ad flip, turn the tables, make it about you. Qualifying them would be the biggest one for me, man. 0:36:13 - (Jared Erni): Love that. I don't know if you have any follow up, Dave. 0:36:17 - (Brandon Guthrie): No, that's great. 0:36:18 - (D): Thank you. 0:36:19 - (Jared Erni): I love that. I think it's all about the pre frame, too, and that's immediately, I think, going to make you stand out from competition. You immediately look different when you reverse that. So I love that advice. Great job. Anyone else? Any other questions for Brandon? 0:36:38 - (E): Can you hear me? 0:36:39 - (Brandon Guthrie): Yep. 0:36:39 - (D): We got you. 0:36:40 - (E): I wasn't sure trying to get back to my audios and such. I just wanted to comment. I loved what you said about. 0:36:49 - (Brandon Guthrie): Depending. 0:36:50 - (E): On your state of mind, what solutions or even problems that you'll run into, and the idea of having that higher level of what you're working towards to make the circumstances, that's the one thing versus the other. Like you've got something bigger to do. And that's what really gives you the drive and does give you that frame of mind to kind of push through those challenging times to be able to figure out solutions. So I just want to say I really appreciate that. That was great. 0:37:15 - (Brandon Guthrie): Thank you. Yeah, 100%. You got to have that big vision that drives you that's much greater than your circumstances. And like you were saying, it puts you in that mindset where you make different snap decisions because that's what it all comes down to. All of our achievements or non achievements, all comes out. A lot of snap decisions. Right. And a lot of people talk about where your subconscious is and controls your decision making and all that good stuff. So, 100%, thank you for that. 0:37:48 - (Jared Erni): It's awesome. Do we have any other questions for Brandon? 0:37:55 - (D): I think I've said this to Jared before, but when it comes to making video content, I've got a little bit of, I don't know, phobia is maybe the word. Just a nervousness around, like, oh, man, I want to put all this effort into something and it not know. And Dave kind of asked about video and Dave works with me, he's my GM and this is something that's definitely on our mind. So any tips on just, like, how to get started, how to get some good content, something that could be like a framework for an easy starting ad, something like that? 0:38:35 - (Brandon Guthrie): Yeah. So first and foremost, I would say, yeah, you just kind of want to get in there and commit and be consistent and know that it's all going to add up to you being able to produce at the end of the day. So if you have the phobia, like I said, you can record the videos on your phone. You don't ever need to share it with anybody. It can be a secret between you and your phone. And as far as a formula goes, obviously we've heard of the Hook Story Offer formula. So hook them in with you could say something, a result that they're really looking for, and snap into talking about what your solution is and then your offer, which is click the link below to see if you qualify for this unique offer. 0:39:29 - (Brandon Guthrie): I know that's pretty straightforward and it's not rocket science, but a lot of times that's what Russell Brunson talks about. He says, hey, the stuff I teach in the book, the stuff I teach in the $150,000 Mastermind is hey, Hook Story Offer. And I would say that majority of the challenge is going to be with getting comfortable, just doing it. And obviously the best thing I would say for you is right now it's Q Four. So I love this. I actually just shot a video of this. 0:40:06 - (Brandon Guthrie): I saw a lead came in from three years ago, just booked an appointment today, and they're going to turn into a client. Everyone doesn't believe in long term follow. I'm like, I'm going to record this. So the point is that for you, what I would say is just get on camera and bring up the result that they're looking for. Give them the features, benefits, and just do a call to action. It doesn't need to be rocket science. 0:40:41 - (Brandon Guthrie): And at the end of the day, if you can get a little bit of editing, we like doing broll, showing some of your beautiful jobs that you've had on that video, edit and just give them call to action. It's like really majority of the effort, it happens after the click. So having that right process, having that right call strategy. But as far as the video goes, what I could do is if you reach out to me, I'll definitely give you some additional pointers. 0:41:11 - (Brandon Guthrie): But yeah, man, I would say just kind of go for it and really turn the tables. That's another angle that you could really focus on, which is, hey, we don't work with everybody. If you want to see if you qualify for us to offer this unique program, which is another book, you could read 100 Million Dollar Offers. Create an offer in that video that's actually really interesting and appealing and almost like, whoa, that sounds too good to be true. 0:41:36 - (Brandon Guthrie): And then see if you qualify for this interesting offer. And I think you'll get what you're looking for. 0:41:44 - (D): Like that. I think there's a lot of good advice in there. You said hook story offer. Is that what it's called again? 0:41:50 - (Brandon Guthrie): Yeah, that's right. Hook story offer. So the hook is just something I. 0:41:56 - (D): Actually have seen this I don't know if I heard you talk about your commitment to serve other people and be a missionary. I don't know if Jared's ever told you, but he and I teach an early morning religion class to high school students. So we're in the new Testament right now. It's awesome. But yeah, he had them make videos last week. And I think I told him after class because he had him do the hook story offer method. And I was like, this is totally something I would not want to do as like a grown adult who again, I mentioned I've done door to door sales. I did door to door sales for years and I will go knock a door before make a video. 0:42:31 - (D): And it's because all the other pressure and again, I think there's some skill gaps that just fears, right. Things I could learn. But anyway, so I've seen the Hook Story offer, but I'm going to write it down. I'm going to have to get Jared's script. 0:42:44 - (Brandon Guthrie): Yeah. So I don't know. This is still in existence. I took a Peng June video. It's like a 21 day video challenge. It might still exist. I recommend it. If you Google it and you find it, do it, I think it's probably like $100 or something. And it's like accountability for shooting videos every single day. And you do it in a certain format, it's pretty much hook story offer, those type of things that force you to just get reps in. 0:43:13 - (Brandon Guthrie): Those are the best things. So I'd recommend something like that. 0:43:18 - (D): Could you say the name? 0:43:20 - (Brandon Guthrie): Yeah, it's Peng Jun. So P-E-N-G-J-O-O-N peng jun. And just this video challenge, I thought. 0:43:30 - (E): That sounds super fun because actually I had said for years, because I teach yoga, and I said I want to one day be able to do videos. And then guess what? COVID happened? I immediately started teaching online and I started doing it on Zoom so that my people would be able to have access to it. And at first I was like, oh my God, I don't know how I look on camera and everything else, but by being on that, it's just like when Sam, if you go to the door and you know, just pretend that video camera is that door and you're knocking at it. 0:43:59 - (Brandon Guthrie): Yeah, that's right. 0:44:01 - (D): Being on camera doesn't scare me. It's the editing, it's the writing, the script. And again, there's just so much going on right now in my business where it's like, all right, I'm going to carve these hours out and what if it sucks? But that's something I just need to get over. 0:44:16 - (Brandon Guthrie): Yeah. And on that one, like your comment. 0:44:18 - (D): About get the reps in too big believer in that. The more you do it, the more you're like, all right. I liked how I 60% of what I said last time. Let's try it again. I like 70% of that take. I'm going to switch this language up ad lib, maybe this part, see if I can get something better. So I like to get the reps an idea. It's a great idea. 0:44:37 - (Brandon Guthrie): Yeah. As far as bandwidth goes, that's one of the big things I love about what we bring to the table for residential contractors is like, dude, no one has time. And we have copywriters on our team that they'll crank out a script for you, and we have one of our partners that's dude, I don't have time to think about it. I got to sit down and I can do it, but I have to sit down and really crank out some serious brain power to really get this right. 0:45:03 - (Brandon Guthrie): So it's like, well, let us just do that for you. So you just show up, look pretty and just say the words. That helps a lot. So having bandwidth, having a copywriter on your team that understands your brand voice and tone and understands all your features and benefits, what makes you different, have them seasoned so that no matter what you send them, they're always going to pump something out that's going to be right. 0:45:24 - (Brandon Guthrie): That way you just show up, you say it, and then you have an editor patching the broll and advice like putting on the consultant hats to business owner hat to try to free up your time, you should have a who for that how, for sure. So you don't have to think about it. You have somebody that does it for you. 0:45:46 - (Jared Erni): Great advice. One of the things that I've also learned is to try to show up authentic. Like number one, you do not have to be super what's the word? It doesn't have to be super produced. Like it does not need to look, you can do it with your phone camera and it's going to work really well, too. Is that your experience as well? 0:46:09 - (Brandon Guthrie): Yeah, showball authentic, it doesn't have to be. Oh, 100%. I've seen some crazy results from people just being raw and you got to be yourself and just talk to that phone camera and you're good to go. Yeah, man, I've seen it time and time again for sure. It's about the message they always talk about. So the message converts and then you can call it the production and the pizzazz expands reach so the words actually converts and then the way you do it, if it's fancy or not fancy, that will expand reach, potentially, but it's a message that does most of the damage, for sure. 0:46:49 - (Jared Erni): Cool. Thanks for that advice. Any other questions for Brandon? Well, this has been so good. Brandon, thank you so much for joining us. I've got so much great tips that I've written down and so I'd love to circle back with you and connect, see how we can reciprocate and serve you in some ways. But anyway, everyone, thank you so much for joining too. And being live, we're going to go ahead and publish this in the replay as well. So it if you want to come back to this. 0:47:19 - (Jared Erni): And for those who are live, I've actually created the link to Peng Jun's challenge. It looks like he may not be doing it anymore, but it's still online, so you might be able to get access to it. And I've done it, too. I can speak to what Brandon's saying with it. It's a great. 0:47:34 - (Brandon Guthrie): Yeah. 0:47:35 - (E): Thank you so much. 0:47:36 - (Brandon Guthrie): Really appreciate it. 0:47:38 - (E): Thanks. 0:47:39 - (Jared Erni): Thanks, Brandon. 0:47:43 - (Jared Erni): Thank you for tuning into the For Impact podcast, where we're all about driving positive change through entrepreneurship. Remember, your impact matters and your journey matters. If you found inspiration in today's episode, please subscribe rate and leave a review. Your feedback fuels our mission to empower impact driven entrepreneurs like you. You can stay connected with us on social media and go to forimpactpodcast.com 0:48:15 - (Jared Erni): to take our Impact Marketing challenge. Keep pursuing your dreams, making an impact, and living life on your terms.

[TRANSCRIPT] 0:00:03 - (Jared Erni): This is the For Impact podcast, the destination for impact driven entrepreneurs striving to live life on their terms and create a ripple effect of positive impact in the communities they serve. Where we put your success stories center stage, dissecting the lessons learned, and sharing insights and ideas that will help you amplify your impact. And now, here's your host, Jared Ernie. 0:00:35 - (Jared Erni): What's up, everyone? I'm so excited to dive into the story I'm going to share with you today because it's one of my favorite clients that we've worked with and really towards the beginning of how I got into what I'm doing today. Because in episode one, I shared with you a little bit of my background. And one of those ventures that really guided me here was an indoor digital billboard network. I spent eight years building this network that provided an alternative to outdoor billboards for the local business community. We had over 200 gyms and restaurants that hosted these big digital displays, and we'd sell billboard type advertisements to this. Now, one of our clients was Ledley, who owned a boat sales business up by the lake near where we live. 0:01:21 - (Jared Erni): And he was a client of ours for a couple years before he came to me and said, hey, I am opening up a new division here and really a new business, if you will, but it is a boat rental business, so we can capitalize on the rental market here on the lake. And I said, that's awesome. So we actually put another campaign together for him on this network for his boat rentals. But really, surprisingly, as well as it performed for boat sales, it did not perform well for boat rentals. 0:01:51 - (Jared Erni): It was the same client, or I should say same product, just two different types of clients. And there was a difference. And we couldn't figure out, why is this not working? But I had learned some things about how to dial in our marketing in that billboard business. And so I started to build a plan to help Ledley accomplish this same thing. And so what I did was I dove in deep. I put these frameworks together, which I will share with you in a minute. 0:02:19 - (Jared Erni): And surprisingly, I was a little surprised that it happened so quickly, honestly, but I knew it would work. Well, in two weeks, we had filled his calendar. What? That is crazy. How quick of a turnaround we could have on this. But I had the right pieces in place to amplify that impact. But here's what's even more incredible. Over the next eight to twelve months, he actually tripled his business and his fleet of boats with zero paid ads. 0:02:49 - (Jared Erni): Now, a lot of people don't think that can even be possible. How do you do that without paying for ads? Because a lot of business owners, small business, local businesses, they naturally default to things like Facebook ads or pay per click campaigns or paying for SEO. That just is a very long game and isn't working very well. We were able to overcome all of that without any of it. And here's how we did it. 0:03:17 - (Jared Erni): Let me tell you this, by the way. So here's what happened while evaluating his numbers, what we discovered in his very best month, he was being discovered by nearly 80,000 people with his Google Business profile. In 30 days, he had over 6000 visitors clicking his link from his Google profile going to his website, and he tripled his fleet of boats within that time frame without spending a single dime on ads. So take a minute and think about your business, where you're at right now. 0:03:52 - (Jared Erni): What would it do for you if you were being discovered by nearly 80,000 people this month and had over 6000 visitors coming to your website? How would that impact your business? And how would it impact you if you got all that without paying for ads? It's crazy. Here's the thing though. If you run a local business, brick and mortar business, or a service business, google Profile, known formerly as Google My Business or Google Business Profile, today is your biggest opportunity. 0:04:33 - (Jared Erni): Most people are not capitalizing on this. Here's why. Your Google business profile is a gateway to exponentially growing your business. Number one, near me search has increased over 900%. There are more people than ever in the history of the world looking for local businesses and local services in their area right now. That's why Google even created the map section. When you search for roofers near me and you see that map with the three Google profiles next to it, that's what that's for. 0:05:06 - (Jared Erni): But more than 70% of near me search results in a same day purchase. Now, what's crazy about that is that means there is very high buying intent when this traffic is looking for those local services. If someone searches Mexican restaurants, their intent to eat today is very high. If someone's searching roofers near me, their intent to get a company to come do a roof inspection is very high. That's the kind of intent you want. When you do Facebook ads, you're putting yourself on a platform that's designed for entertainment, and people don't go to Facebook to look for you. 0:05:41 - (Jared Erni): So if you've ever experienced Facebook leads that have just been so poor quality and it feels like trash tire kickers, they aren't committed. That's why it's the wrong platform for high intent buying traffic. That's not to say that you can't be successful with Facebook, but if you want to prioritize where you're getting your traffic from, focus on the best traffic first. And your Google profile is an incredible source of high intent traffic. Here's another amazing statistic that makes it a massive opportunity. 0:06:13 - (Jared Erni): 92% of businesses that set up their Google profile rarely ever touch it again. And 56% never even claim their Google profile. So when you think about that, while SEO or paid per click ads or even Facebook ads have been a platform a lot of people use to grow their businesses today. They are all very saturated and competitive because that's where most people are going to compete for ads. 92% of businesses are not optimizing their Google profile the way they should and 56 haven't even claimed it. So that opens up a massive gateway for you to soar way ahead of your competition. 0:07:00 - (Jared Erni): So much easier. If you want to compete, go to a place where no one else is running right, you'll win. So much easier. That's the whole idea here. This becomes a blue ocean for you, rather than fighting in a red ocean of advertisers in the pay per click space, SEO space, or Facebook ad space. Now the other thing here is that most people just don't know what to do with their profile. They think that by putting my information in my profile, I've got some pictures, my description, a few hours of operation, then that's all that needs to happen. 0:07:33 - (Jared Erni): And that's why so many are not capitalizing on the opportunity it can give you. So get active with your profile, use it properly, and when you know how to leverage it, this is going to be the fastest and most efficient way for you to show up on Google search results, actually ahead of anyone fighting for first page. Rank with traditional SEO and you're going to win 80% of that. Traffic is going to see you first and you have the ability to drive that traffic from your website. So here's the big shift. While everyone thinks that I need to rank my website on Google, forget it, SEO is dead. 0:08:16 - (Jared Erni): Focus on ranking your Google profile and your Google profile will drive traffic to your website. That's the shift. Second, we implemented a sales funnel. Now, when I say sales funnel, there's a lot of ways you can think of a sales funnel. And so I want to clarify what I mean by this, because a lot of people says, well what about my website? A sales funnel is a website. But here's the big shift. Most websites are designed like informational websites where you have a nice hero image at the top, your logo, several menu items, a whole bunch of page links and most agencies that put these together for you or most templates. If you've done it yourself off of a template based program, you're going to most likely model what you've seen out there. And they're all terrible. 0:09:06 - (Jared Erni): They're terrible in this way. So most websites are designed to look pretty and contain a lot of information for SEO purposes. But on average, the traditional website only converts one to 2.8% of traffic into sales. That is horrible. If you think about 100 people. Let's say you're doing Facebook ads, which know don't recommend for most, but let's say you're spending money on Facebook ads, you're like, man, it's not working. 0:09:36 - (Jared Erni): It may actually work a whole lot better if what happens after the click has the right things in place too. Because here's the thing. What happens after the click is just as important as getting the click. So instead of following what everyone else does with a traditional website and optimizing it for all this SEO, which, by the way, one little algorithm change and you're back to page ten. Don't waste your time and energy on that anymore. 0:10:03 - (Jared Erni): Instead, focus on a sales funnel. A sales funnel is a website with specific marketing strategy and psychology that moves people forward. So in a bigger picture, or just very broadly, a sales funnel is the process of getting someone from point A to point B. And a sales funnel website is a landing page that guides them through that process. Now, the main difference of a sales funnel there's a few differences. The main difference of a sales funnel versus a traditional website is, number one, it's not built with pages. 0:10:32 - (Jared Erni): A website is built with pages that becomes an informational highway going all kinds of directions. And it's kind of like going to Netflix in a showhole and scrolling for 50 minutes, but not actually doing anything because you're overwhelmed with information. A landing page is different. A landing page directs you in one place, and it's specifically for one thing, and you get an action. It requires you to do what we want you to do to go to the next step. So instead of pages, it's built in steps. 0:11:03 - (Jared Erni): And so if I want you to do something, you have to enter your name, email, and phone number in order to get to the next section. What that does is, number one, it captures your leads information for you. Now you have the ability to nurture that lead and get more bookings from it. Two, it filters your traffic. So those who are not serious go away, and those that are, take that step forward. And now I can spend more of my time nurturing them into clients. 0:11:31 - (Jared Erni): And that's the beauty of it. A sales funnel is more than just a website on the front end. It's also what happens on the back end. So imagine if I'm interested in booking a boat rental. I enter my name, email, and phone number to claim an offer that's given to me and immediately get a text message that says, hey, Jared, it's Ledley over at Alatuna Boat Rentals. I saw that you're interested in renting a boat. When are you looking to book? 0:11:55 - (Jared Erni): All of a sudden, I now have made a micro commitment, and I start engaging. I'm like, hey, thanks for texting me. You're engaging with that lead in the first five minutes, which increases your ability to book them far better. If you don't engage with them in the first five minutes, your chances of booking that client go down as much as 70%. And so it's an automation. It feels natural. I love texting automations because that's very high open rate on those. 0:12:25 - (Jared Erni): But that gives you the ability to start engaging. And when they engage with you, that becomes that micro commitment. They are six times more likely to continue moving forward with you and committing to the next thing, booking or whatever it might be, buying your thing or whatever, that's important. So we implemented a sales funnel instead of a traditional website. Last or three here. This is you've got to have a good offer. 0:12:56 - (Jared Erni): Most people operate under this messaging, marketing, messaging kind of idea that I'm open for business, come sign up. I'm a roofer. If you need a roof, call me. But that's not an offer. And then the other thing that I see so much is if you open up, the messaging becomes more about me instead of the client. I say, if I open a roofing business, then a lot of people are going to do this. They're going to say, hey, I've been in business over 30 years. I'm locally owned and operated. 0:13:33 - (Jared Erni): I have the best quality products. That's all about me. That's not about the client. You've got to have an offer that creates the higher perceived value for the actual transformation and benefit you provide to that client. And so here's the thing you want to think about when I say you create an offer. Most people think, I've got to discount my price. And that's the wrong way. If you are competing by discounting, then you are conditioning people to view you as a commodity. 0:14:04 - (Jared Erni): And the only way to win in that game is to be the one, the one that charges the least. You're going to cut all your margins. It's going to be harder to grow your business. You need more volume. And then there's always someone who's going to undercut you. It's a very competitive, difficult game to compete when you're competing on price. The other way. And the recommended way that I would have you create offers is not by discounting or not competing by price, but by competing with a value. 0:14:34 - (Jared Erni): What people care about more than value, or excuse me, more than price, is convenience, quality and value. But often we do a very poor job of articulating that value. So you have to create high value here. And in order to do that, you really got to get clear on who your ideal client is. What is it that they are struggling with, what is their pain point, what is their desired result, and speak to them not just on a feature level, but you got to translate the features you provide to the benefits physically and emotionally. 0:15:13 - (Jared Erni): And what we do, we have actually what we call our three point offer framework. And so we always create offers with three bullet points. Bullet point one is going to be your feature. To benefit, we're going to describe exactly what you're going to get, what we're going to give you, and what that will mean for you. The second bullet point is your emotional benefit. How is that going to make you feel? 0:15:36 - (Jared Erni): And three, is our value add on. This is going to be something you can add give for free or for a little extra cost that will greatly enhance the experience or added value of your offer. And those three things combined. It's not the only way to create a good offer, but it's what we've done to create a framework that allows someone to take almost anything you do and turn it into a high perceived of high value. Offer something that people can see high perceived value, and it listens people to move forward with you. Here's what happens when you get really good at creating a good offer strategy. This will do more for your business than anything else you can do. 0:16:15 - (Jared Erni): And you will attract more clients, you will attract higher quality clients, and you will decrease your cost per leads. If you're spending money on ads, you will increase your conversion rate. I think I already kind of said that. Ultimately, all of your other marketing will start working better because your offer is the foundation of conversion. When most people go to a marketing agency, here's usually what happens. They say, I need more traffic. 0:16:42 - (Jared Erni): And so that agency goes, all right, let's put a budget together and we'll spend more money on ads. They drive a ton of ads or try a ton of clicks to your website, and it doesn't work. It's not a traffic problem. It's a conversion problem. First, fix the conversion problem with a good offer and a good funnel. And you know what? That campaign that wasn't working before probably is going to work, if not at least a whole lot better. But there's other ways to get better traffic there too, as the that's the framework, guys. 0:17:17 - (Jared Erni): Drive traffic. And by the way, one of the best ways to do it for local business is with your Google business profile today. Two, get a good sales funnel in place. Stop operating with the traditional website that does not convert. And number three, that sales funnel isn't going to work anyway unless you have a good offer strategy. The number one rule to marketing this is Dan Kennedy's words, not mine. The number one rule to marketing is to abandon all methods everyone else is doing that doesn't work. 0:17:48 - (Jared Erni): If you keep doing the same thing, expecting different results. What does that mean? Right. Shift your mindset. Try get yourself away from what everyone else is doing because most people are struggling and you don't know it with their marketing. If you're trying to model businesses out there, you're probably modeling people who are also struggling. Change that, be different. And this is a plan that, as of recording this video, is the absolute 100% best way to open up a whole new stream of clients to your business without expensive ads or complicated SEO like everyone says you need. 0:18:24 - (Jared Erni): Most people are afraid to do this because they don't have a lot of marketing experience, or maybe they're not tech savvy, but I assure you, you absolutely can. If you're interested in learning how, you can join our free challenge. We call this our GMB challenge. Google my business. GMB challenge. Just go to gmbchallenge.com. You can sign up for that free challenge. We'll go deeper into these frameworks for you and show you exactly how you can master this without having a lot of marketing experience or being a tech genius. 0:18:57 - (Jared Erni): Thank you for tuning into the For Impact podcast, where we're all about driving positive change through entrepreneurship. Remember your impact matters and your journey matters. If you found inspiration in today's episode, please subscribe rate and leave a review. Your feedback fuels our mission to empower impact driven entrepreneurs like you. You can stay connected with us on social media and go to Forimpactpodcast.com 0:19:29 - (Jared Erni): to take our Impact Marketing Challenge. Keep pursuing your dreams, making an impact and living life on your terms.

[TRANSCRIPT] 0:00:03 - (Jared Erni): This is the For Impact podcast, the destination for impact driven entrepreneurs striving to live life on their terms and create a ripple effect of positive impact in the communities they serve. Where we put your success stories center stage, dissecting the lessons learned, and sharing insights and ideas that will help you amplify your impact. And now, here's your host, Jared Ernie. 0:00:33 - (Jared Erni): All right, welcome everyone, to our live event. I'm so excited to announce our guest, Travis Levitt. Travis and I actually I wasn't going to say this, but I just felt inspired to. Travis and I were actually friends in high school, and as we grew up, we kind of went different ways, followed each other on Facebook here and there, but really reconnected later in life when we both realized we have both been on an entrepreneur journey. 0:01:02 - (Jared Erni): And it was really fun to connect and reconnect, actually over that entrepreneur journeys that we've both been on now. Travis is the owner of Levitt Automotive, started in 2017 in Logan, Utah, and he's built his auto repair business from scratch to over seven figures. He's been featured in magazines like Racket and Wrench, and he's now started other businesses in transportation and real estate. But what's really impressive is he continually finds ways to give back to his community. 0:01:34 - (Jared Erni): Currently, he's also the man behind the curtain for Utah's Thrive Business Summit and is passionate about helping other entrepreneurs break through their challenges and step into their full capacity to create impact as well. So, without further ado, I'd like to introduce Travis. Thank you so much for joining us on this event. 0:01:53 - (Travis Leavitt): Appreciate the opportunity. 0:01:55 - (Jared Erni): So, Travis, usually what I like to start out with is just really kind of just share your story. What led you to getting inspired to start your own business and tell us a little bit about that journey you have been on. 0:02:10 - (Travis Leavitt): Yeah, I guess it really all started when I was a kid. I was always a kid on the side of the road selling stuff. And so whether it was snow cones or whatever it was, I was trying to find ways to make money. So my parents, my mom and dad, they were like, we always knew you were going to do something, go into business for yourself, do something big. And it's just always been a desire of mine to go into business for myself. 0:02:41 - (Travis Leavitt): So I really feel like it started as a kid. I held multiple jobs over the years back. I remember when I was early twenty s, I actually started a garage storage business, but I no idea what I was doing. I didn't know anything about anything. Classic example, if you don't know what you don't know. And it didn't do anything. I just closed it. I didn't even make any money at all, other than I spent a bunch of money on equipment and stuff like that. 0:03:19 - (Travis Leavitt): So I kind of always had the desire, but I didn't know what to do. And that was always my struggle. I'm like, if I just have the idea, I could do it. And I just never could think of the idea. So probably about 17 years ago, I got into automotive. I've always enjoyed automotive. In high school I took all the automotive programs and worked on my own cars and stuff. So I just got in the automotive field. 0:03:47 - (Travis Leavitt): So I worked as like a service advisor. I worked as a manager, as a technician. And then most recent, well before I started this shop, my boss made me a manager with the intent to take over the business. And when he retired, problem was he wasn't going to retire for seven years. And at that point I was mid thirty s at this point. And so I had the entrepreneur bug. I was ready for something. I was ready to do my own thing. And so I even offered to buy it from him. 0:04:30 - (Travis Leavitt): He didn't want to sell. And so that just got the gears in my head turning. I'm like, this is what I've done for so long. It's what I know. Let's just do this. So I started planning. I started running a business plan. I tried to do it the way you're supposed to do it. I ran projections. So I just took the plunge and the risk and went and did it. At the time I was married, I had three kids. I went from good paying job benefits to start shop. 0:05:09 - (Travis Leavitt): This crazy dream of mine. I've always felt like there was something more for me than just working for somebody. There's more potential, bigger things in life for me. Honestly, it hasn't been until the last six months that I've kind of figured out. I feel like what? That is the bigger thing in my life. But that's kind of how I started. Like I said, it started as I was a kid, kind of went through the years. But it's been a long time coming. I'm glad I did. 0:05:50 - (Travis Leavitt): There's. 0:05:51 - (Jared Erni): Everyone in their path of entrepreneurship always has challenges. And I'm curious Travis, what were some of the earliest challenges that you had in your business and how did you overcome them? 0:06:03 - (Travis Leavitt): Well, when I started the shop, I thought I knew how to do everything. I ran a shop and I figured I knew how to do it. But there's a lot more to it as an owner. So when we started, it was me and I brought one other guy on. He was my mechanic. I worked up front. I met him at a previous shop and brought him on board. And so it was just us two. And then honestly, the first month, full month that we were open, we probably did $7,000 in sales. 0:06:36 - (Travis Leavitt): Wasn't even enough to pay the bills. And I quickly learned that that's not going to cut it. The bills kept piling up. Piling up. I didn't even know anything. I didn't even know, I had to pay payroll tax. All of a sudden, they had payroll taxes come out. I'm like, what is this? So I had a call on them, like, why are you taking out this money? So I needed that money, and I feel like I did what a lot of people do. I kind of over projected. I'm like, oh, yeah, we should be able to do this. 0:07:08 - (Travis Leavitt): That wasn't the case, obviously. We built it up, but it took a while. There's just a lot of struggles and just trying to figure out how to run the business side of things. I mean, I remember trying to learn QuickBooks. I've never used it before, so I was asking people, having them try to help me, and it's just all this new stuff, and it just started weighing on me, just super stressful. And I remember, obviously, where we weren't making a whole lot of money. 0:07:46 - (Travis Leavitt): I had to take out what little bit of money I had in my 401. I had to take that out just to make payroll and to pay rent and everything. And then there was times when things got pretty dark. I'm, like, asking myself, why am I doing this? Why am I doing this to myself? I left this good paying job. There's got to be more to mean my family would have gatherings down in Salt Lake. I couldn't even afford to go to Salt Lake. I couldn't even pay the gas, and gas was cheaper that time compared to what it is now. 0:08:20 - (Travis Leavitt): I couldn't even afford it. So my family is like, hey, we'll pay for it. And so I feel bad. I'm like, it felt like a failure, not only to myself, but to my family. They were all counting on me and relying on me and everything. I'd see little glimpses of light, and I'd come up for water, and then something will happen and just push me back down. I mean, it's just one thing after another. But I think the big thing know, I didn't give up. 0:08:55 - (Travis Leavitt): And I was all and feel like I'm starting to get a little emotional here, Travis. 0:09:05 - (Jared Erni): Me too, actually. I just want to take a second and just mean, we've got audience here too. But how many of you if you want to put in the chat, how many of you have ever felt like what Travis is telling us felt like that with him? Here's the thing. I hope you're okay, Travis. I just kind of cut you off. Is that all right that I share this for a moment? This is so important to me to share. And we start businesses because we have a dream. There's something better that we feel empowered to create. 0:09:41 - (Jared Erni): And what Travis went through and what I've been through. And I think what many of you can relate to is that we are doing this first to create the life that we want, have more financial freedom, time freedom. To be able to do what we want with who we want, when we want, but also use our God given skills that we have to impact the community in positive ways and fill a life of abundance. But what happens is and what Travis is sharing is like, we do this and it becomes the exact opposite. 0:10:12 - (Jared Erni): We actually have less time because we're working so much. We have less money. We can't even afford to pay ourselves sometimes. And why do we keep doing it? So, Travis, you didn't give up, but why did you keep pushing through? 0:10:28 - (Travis Leavitt): Well, I think a lot of it was because my family depended on me. I didn't want to quit. I didn't want to give up. I didn't want to feel like a failure. I was all in. I left everything, and I didn't want to go back. And so I'm a big believer in the power of the mind. And, I mean, if you're all in and you don't have a choice but to make it work, you'll find a way to make it work. I was at a conference years ago, and one of the instructors said something like this. 0:11:02 - (Travis Leavitt): But basically if you're like four stories up and you had, like a two x four going between two buildings, would you walk across it? And everybody's like, well, no. And there's a few that said yes, but most people said no. And they're like, well, what if your kids were on the other side and the building was burning down? Would you do it? And they're like, yeah. I mean, your mind's so powerful, you can do whatever you think you whatever you think you can, or you can't do what you think you can't do. 0:11:31 - (Travis Leavitt): So mine's so powerful. And the other thing is the why behind it. This is what I wanted to do, and I didn't want to quit. I wanted like you said, I wanted to have the time and financial freedom. I wanted a certain lifestyle. I wanted to give my family everything that they deserve because I wasn't the only one sacrificing. They were too. We were living off credit cards for two years. In the beginning, personal and business, I had no money. 0:12:08 - (Travis Leavitt): Our credit card, we pay the bare minimum. My wife worked at a restaurant and made a little bit there part time, but we made no money. I had nothing. I was selling stuff just to try to make it work. I just pushed and pushed. I feel like on the other side of fear and failure is success. And so I just push. I was scared, but I just kept pushing. And finally I feel like we came out on the other side. 0:12:41 - (Jared Erni): Thanks for sharing that. I think it's neat that you get vulnerable and you're comfortable being vulnerable and sharing some of those things, because often we look at the success people have, but we never see what it took to get there. And Travis, this isn't offensive. You're like the 1% crazy that really believed in yourself to such a degree, they didn't matter what was going on. You weren't quitting. 0:13:11 - (Jared Erni): And I want to honor you for that, but also share with our group here. That's inspiring because we can look at others and go, oh my gosh, I'm in that situation right now. And if he could do it, I could do it. Or I've been there. I relate. I know what that feels like too. And I think that's what's really powerful about community like this. Surrounding yourself with people who have either crossed that path or are on that path or who have been there before so that we can elevate ourselves. Because 100% everyone here, you may have felt this at one time or another, most people do not understand us as entrepreneurs. They don't get why we do the things we do. 0:13:50 - (Jared Erni): If they had two months where they had to dig into their four hundred and one K to pay their payroll, they'd quit. Like, no, let me go back to this job with benefits that's probably a little more comfortable. So we're all part of that 1% crazy. But it's the 1% crazy that changes the world and changes our communities and changes our lives. And so I hope that each of you are getting some inspiration from listening to Travis's story that helps you take that energy and keep it going. 0:14:20 - (Jared Erni): We all need that. 0:14:21 - (Travis Leavitt): And to go kind of there's, talk to a lot of business owners that are kind of 1ft in, 1ft out. They're trying to start their own thing, but they don't want to give up a paycheck. And so I talked to them, like, the mind is so powerful. If you know you have a paycheck coming in, you're not going to do everything you can to make your other thing work, your business work. But when you're all in, you're all in, mindset mean, it's kind of funny. My accountant right now, he was kind of in that situation, and I had this conversation with him, and a week later he's like, well, I took your advice, Travis, and I was like, what's that? He's like, I'm all in. 0:15:10 - (Travis Leavitt): You better make it work. But it's just so true. I mean, you got to have both feet in and be willing to do whatever it takes to go through the ups and the downs and sacrifice. And just like what you said, there's so many people from the outside looking in, they see all these people that are successful, and they're just like, man, it must be nice. But they don't see all the hardships living off credit cards and all the time, just everything else that went into it. 0:15:43 - (Travis Leavitt): And those are typically the people that are just they want this, they want that, but they're not willing to do whatever it takes to do it. They're not willing to take action. 0:15:53 - (Jared Erni): You remind me a little bit travis about a part I learned in the book Atomic Habit. Actually, here we go. If anyone's read this, atomic Habits, wonderful book. Have you read this, Travis? Do you know what I'm talking about? 0:16:07 - (Travis Leavitt): I've heard it. I don't think I've read it. I've read a bunch, but I don't think I've actually read that one. 0:16:11 - (Jared Erni): Well, he talks about some really great tricks with habits. But one of the things you touched on and I think this is really great, about how you shift your own identity here. And there's a study that talks about people wanting to quit smoking and if your conversation or your identity is like if someone handed you a cigarette and you said, no thanks, I'm trying to quit, there was such a high failure rate. I can't remember the statistics, but it's like 80% or more of those people ended up falling back into their old habit. 0:16:44 - (Jared Erni): But the people who took the identity shift and said, no thanks, I'm not a smoker anymore. 0:16:50 - (Travis Leavitt): Right. 0:16:51 - (Jared Erni): There's a difference there between no thanks, I'm trying to quit and no thanks, I'm not a how you. It's probably different for everything, but everyone there's different ways to do it. And Travis, you found a mechanism to help you literally create that identity that made you all in, whatever it was. You were not 1ft in, 1ft out, but it was that all in mentality that made you keep pushing through when it got hard. And I respect the crap out of. 0:17:16 - (Travis Leavitt): People who do that. Yeah, that's one reason I have the sign on my wall here. Whether you think you can, you Think You can't, you're right. So you tell yourself you can. You believe you what? You can achieve whatever you believe if you believe it and put in the work, take. 0:17:40 - (Jared Erni): Think because we've had conversations about this in the past, you've become pretty sophisticated with your marketing. And one of the things I've learned is we can be the best at what we do. And I know Travis, by the way, guys, travis provides some of the best, if not the best automotive services I know of in that whole valley. So he is, I would say the best out there, but you can be the best, but that doesn't mean people are going to come to you. 0:18:11 - (Jared Erni): Your marketing is the vehicle that gets your message to market and it's how you cut through the noise and stand out. And so I'm curious maybe, Travis, what lessons have you learned around your own marketing and how you connect to the community to thrive the way that you do with your business today? 0:18:30 - (Travis Leavitt): With my marketing, big thing is I tell everybody here we have to do whatever we have to do to create an exceptional customer service. Tell them customer service above all else. As long as we are doing that, the money and the sales will follow. I'm a big believer in first impressions, whether it's the appearance of the people working here, the appearance of the building, the parking lot, whatever, because you only get one first impression. 0:19:00 - (Travis Leavitt): So with all the marketing I do, and I do quite a bit, I spend a bunch of money, I'm trying to create opportunities for us. And that's kind of how I look at it, is when I get a new customer in here, it's an opportunity for us to wow them and to show them what we can do and let them try us out. I kind of use a tagline sometime like, let us earn your trust. And so when new customer comes in here, as long as we do what we're supposed to do, make them happy, give good service, good repairs and whatnot, then hopefully they'll keep coming back. They'll refer people. And ultimately, I think we can all agree that referrals are ultimately the best way to get people because they already have a form of trust in us. 0:19:49 - (Travis Leavitt): And so I think if we focus on that and going above and beyond to create that experience for the customer, then it goes a long ways. If we're not just about the sale or about the money, a lot of people, especially if they get desperate and they're in those hard times, especially in the beginning, they just get desperate. So maybe they take advantage a little bit, but I feel like if they keep doing that, it's going to catch up and hurt them in the long run. 0:20:19 - (Travis Leavitt): I'm a believer in karma. Do good things, good things happen, give or gain, all that. So like in the beginning, so we were in business for probably two months, less than two months. And just as a way to try to make more money, I'd buy a car and try to fix it up and going to sell it. But the first year in business, like I said, less than two months, we end up giving it away. We went on Facebook and asked people to nominate somebody deserving in a need. 0:21:00 - (Travis Leavitt): Because no matter how bad my situation was, there's somebody else out there that's struggling more than I am. And so we end up giving it to a family that was deserving and in need. And that kind of started a trend and now we've given seven cars away. But I'm a big believer in that and I feel like that's one of the reasons for our success is that we've had that mentality and we try to do things in the community. 0:21:30 - (Travis Leavitt): We regularly donate money or be part of other events for local nonprofits and be a sponsor and stuff like that, just to try to help out. I told my wife in the beginning, when I'm in a position to be able to help others, I want to. And so I feel like in business, as we become more successful, it's our responsibility to give back, whether it's financially or with our knowledge or our time. And so I mean, I've kind of done that, but I'm trying to do it even more so, and that's one of the things with this summit that I'm putting on, is to take that to a whole new level. 0:22:12 - (Travis Leavitt): But I'm a big believer in that. So if people aren't getting involved in the community and give it back, it should be. 0:22:21 - (Jared Erni): Guys, I've seen Travis. I probably saw the first time you did that, actually, and I remember that that's always stuck with me being able to rally the community behind him and nominating a special family in need to donate that vehicle to. That is very cool. Could you share Travis kind of a segue a little bit on this? But by the way, I believe in that. Being able to create that impact is so important. I thank you for sharing that. 0:22:49 - (Jared Erni): A lot of entrepreneurs have this defining AHA moment, and I'm curious if you can look back on your journey and there's, like, this pivotal moment that just really shaped your business and your approach to it. Do you have something like that that you could share? 0:23:05 - (Travis Leavitt): Yeah, honestly, it probably wasn't until probably the spring of this year, and so we were already doing pretty well. I'd say pretty successful. We could always do more. There's always room for improvement. But I went to a conference, and they talked about they said, what's your big picture? What do you want? What are your goals? What's your vision? What kind of lifestyle do you want to live? What kind of car do you want to drive? 0:23:38 - (Travis Leavitt): How much money do you want to make each month? Just all these things and put all that into a picture and think about it. Okay, now that you have that in your head, how do you get there and then work backwards and figure out how to get there? Because a lot of people, they'll dream, and they'll say, oh, yeah, that'd be nice, but they don't come up with some sort of plan to get there. And so I really thought about it and figured out, okay, if I want to make this much money, I want this, I want that, I want to travel, I want to go here and there. 0:24:11 - (Travis Leavitt): How do I get there? So I worked backwards. Honestly, it was after that that my mind just couldn't stop thinking about that. And I'm like, I don't know how much longer I have on this Earth. I mean, something can happen to anybody anytime, anywhere. My dad, my grandpa, and my uncle all died at 62. So I'm like, do I have 20 years left? I don't know. And so I need to get going now to live. The sooner I can get to where I want to be, the longer I can live the lifestyle I want. 0:24:45 - (Travis Leavitt): So I don't have time to waste. It's go time. Let's go. And so I just started putting everything into action, but just by I don't know, there was just something about that conference and just a simple concept, I feel like, but it was super powerful, and it's something I never really thought about. I've always been a big believer in goals and stuff like that, but this, I felt like, kind of took it to a new level, and not only like I said, what are your goals, but just how do you actually get there? 0:25:19 - (Jared Erni): That's really cool. That one thing I connect with because I literally just came back from a conference myself, and when you leave that, I feel, travis, if you've felt this, so much energy and drive and new ideas and inspiration that you get from surrounding yourself with people and being in those rooms and environment. So I love going to conferences, and I'm curious, like, anyone joining us, too, if you want to put your hand into the chat, how many of you have gone to conferences that you felt have just been so inspiring and directional for you, giving you the clarity you need? I'm curious. Go ahead and put them in the chat if you are. I'll watch for that. But Travis, why do you go to conferences? 0:26:06 - (Travis Leavitt): What you know, you go for knowledge, but it's the conferences where I feel like you get fired up, you get motivated and inspired sometimes. So I go to conferences at least quarterly, and sometimes at the end of that quarter, you're starting to get burned out, maybe frustrated, depressed, whatever it may be, but then you go back to conference and get fired up, and you network with other people. You can talk with other people who are like minded, who are going through the same thing you are, get advice and just connect with them. But yeah, you just come away fired up. 0:26:46 - (Travis Leavitt): I feel like that's like I'm part of a coaching company, and I feel like that's most of where I get my value from is the conferences. 0:26:54 - (Jared Erni): That's really cool there. And one thing I want to point out is conferences is one way to do it. But what I think the principle behind this is surround yourself with the right people. Surround yourself with people. Because when you're doing this on your own, oh, my gosh, I wouldn't be here if it were just me. It's the inspiration, the strength, the drive, and the energy that I get from surrounding myself with the right people that has helped me so much. 0:27:25 - (Travis Leavitt): Well, it's just like, why reinventing the will? Somebody's already been there, done that. You go to these conferences, guaranteed there's somebody in the room who's been there, done that, and you can just connect with them. It's huge, massive. 0:27:41 - (Jared Erni): Well, and one way that we are doing this is actually right now, we've got people joining us. Like we're a community. This is a community, too, and it's not in person. And there's strength to be in person, but that's the beauty of the world today. We have technology to create connections and engagement in ways that we couldn't otherwise connect with people. And so I am grateful to have, first of all, grateful, Travis, to have you here to share this, but also grateful for all those joining us and part of this community that we've built, too. 0:28:10 - (Jared Erni): Travis, another question I have is, what advice would you give an aspiring entrepreneur who wants to start their business that aligns like you did, aligns with your core values, but also is able to contribute to the community? What advice do you have for aspiring entrepreneurs out there? 0:28:30 - (Travis Leavitt): I would say probably know what your core values are. That's probably a good one. Know what your core values are, have a mission statement and stick with it. We have our core values written down, posted in three different spots around the shop for employees to see, customers to see. And so we really need to conduct our business with those core values in mind. So as long as we know those core values, then we should business. 0:29:02 - (Travis Leavitt): And one of our things is customer service above all else. So, like I said earlier, as long as we're doing that, the sales and the money will follow, even though we might have to take a hit now and then lose money here, ultimately. And like I said earlier, get involved in the community. If you get involved in the community, they will typically back up on service. And, you know, if you can't give back financially, just give back. 0:29:46 - (Travis Leavitt): There's a lot of things that you can do. Definitely. 0:29:55 - (Jared Erni): That's really cool you say that, Travis. I always felt like the core values and the mission statement are kind of like a corporate type of thing to do. And, yeah, I mean, internally, I know what I'm about, but I never really took the time to think through and identify what that means to me until less than a year ago. I want to say probably six, eight months ago, somewhere like that. I was having a really hard time hiring for this position, and I was hiring for people who, on paper were a perfect fit. 0:30:31 - (Jared Erni): But what happened was culturally, they were terrible fit, and I had a hard time figuring this out. So I was working with one of my coaches, and he said, look, what's your mission statement? What are your core values? I was like, Well, I don't have one really defined. He said, well, here's what I want you to do. I want you to sit down and take a week to really figure out what that looks like. What is your mission and what are your core values? 0:30:55 - (Jared Erni): And then when you go to hire for this position, don't hire for what it is on paper. Hire for do they align with your core values? Because that's something you can't teach. That is how you hire for a cultural fit. The stuff on paper you can teach. I said, oh, that's opposite of what I. Always thought or was taught about hiring, but I love it. And I tell you what, the next hire I made perfect cultural fit. 0:31:25 - (Travis Leavitt): Yeah, I totally agree with that. Super important. That's one thing, that culture. 0:31:48 - (Jared Erni): Well, entrepreneurship often comes with its share of setbacks and failures and you've shared some of yours. But can you share maybe just one challenging moment from your journey and how you bounce back from it. 0:32:03 - (Travis Leavitt): Like it has a lot challenges. Let's see. I feel like even still to this day, it's something I'm working on. I feel like I've become a better leader over time. But just honestly, dealing with employee issues sometimes, especially the bigger you get, the more it's going to happen. And so honestly, that's probably one of the hardest things for me. And so just to be able to hold them accountable. In the past I did it and I let things slide. But I think to go along with the whole culture thing, you let things like that slide, it affects the culture because people are like, why is that guy getting away with it? Why do I have to do it? But he doesn't have to. 0:32:53 - (Travis Leavitt): It starts causing all sorts of issues and people lose respect for you. But then when you start holding people accountable, it'll make the others respect you. So I had to have some hard conversations. And I'm a believer that hard conversations equal easy life and easy conversations equal hard life. I've had to write people up. I've had to let people go. I've had a demote. I've learned yeah, learned the hard way not to give the title too soon. 0:33:28 - (Travis Leavitt): They need to earn title. But just to have that, I think the hard conversations equal easy life mentality has been big because I think we all know what we need to do sometimes, but it's just we're too scared to do it. We're too scared to have that conversation. We don't want conflict and all that, which I totally get because I don't want it either. But typically you have those hard conversations. It sucks in the moment, but it ends up making your life a whole heck a lot easier down the road. 0:34:00 - (Travis Leavitt): So, I mean, some of that stuff has probably been some of the biggest challenges. But as I've grown in business and as a know, I'm getting better at it easier and I realize it's what I have to. 0:34:17 - (Jared Erni): Um, Travis, what's next for you? Or what are your future goals and plans with the business and impact with. 0:34:26 - (Travis Leavitt): The community as well? Well, to go along with my big picture, I feel like I'm just getting I tell people I'm just getting started. I'm a pretty motivated and driven person, pretty competitive, and so I got a bunch of stuff in the works. So to really get to where I want to get, I probably will have in my mind right now, probably have four to five shops. I already have shop number two in the works that we close on the 27th of this month. 0:35:04 - (Jared Erni): Good for you. 0:35:05 - (Travis Leavitt): It's about an hour away from here, an hour south. And so this business, or the Thrive Business Summit that we're putting on in March 15 and 16th, that Jared is going to be part of, so super appreciative for that. It's something that I'm super excited about. I feel like it's going to be awesome to be able to help give back to the community and help small business owners, because people say it all the time, but I was a prime example of you don't know what you don't know. 0:35:41 - (Travis Leavitt): And like I said a little bit ago, why reinvent the wheel? Let's put this on. Let's help these business owners, teach them some stuff, motivate them, inspire them and all that. So I'm super excited about that. It's going to be fun. I got other businesses in real estate, so I'm not going to stop anytime soon. I'm going to keep going, doing all this stuff. That's kind of the business side of things. Family. 0:36:13 - (Travis Leavitt): It's honestly been in the last year, year and a half, I've actually been able to travel a little bit. I mean, honestly, now it's like I've gone every month somewhere. But for a while, I was stuck at that front counter. I couldn't leave and do anything because I had no money and I had to be there. I had nobody else. And so, just on a personal note, I be able to travel more with the family. That's important to me. So going to make that happen in the mix of all this. 0:36:43 - (Travis Leavitt): But when I'd see all these other successful business owners and have multiple businesses and I was like, how in the world do they do all this? Because I think about it and I'm exhausted. I was like, how in the heck do they do it? They only have so much time in the day. And then there's a simple concept, who not how. You got to find good people. You got to find the who to do the how. Got to find good people to work for you and you share your vision with them and have them make it happen. 0:37:21 - (Travis Leavitt): And so that's how I've been able to do all these things. I found good people who I can count on, rely on their help, make it happen. But to go along with people and employees, real quick little squirrel moment here. You need good people. You can't do it without them. And so you have to treat them well. You have to show appreciation. You have to pay them well. You have to give them good benefits. Like my guys here at the shop, they're making more than they've ever made before. 0:37:53 - (Travis Leavitt): Pay them well. They got good benefits. Sometimes it's the small things you do. Add a boy. Good job. Thanks. Just things like that that make a huge difference. We're all human. We like to hear it. So if we like to hear it, we should give it too. And we'll do other things too, like appreciation dinners and stuff like that, but just having good people and treat them well. Because especially once you start growing, you have to have people to grow. 0:38:21 - (Travis Leavitt): So if you don't have the people, you're kind of screwed. 0:38:26 - (Jared Erni): That principle of reciprocity works with your employees, works with your clients, over deliver, it's surprising to light they will give it right back. 0:38:35 - (Travis Leavitt): That's cool. Yeah. But to go along with what I said in the beginning, I always felt like there's something bigger, more meaning my life. And I feel like I'm starting to finally get to that point where I've kind of figured it out and a lot of it is doing these businesses. And I tell people the more successful I am, the more money I can make, the more I can give back in the community financially or with whatever my time or knowledge. 0:39:04 - (Travis Leavitt): So with this summit that we're putting on, I'm hoping it's going to change lives. Even if we can change one life, it'll be worth it. I know how it is to struggle and it sucks. So hopefully we can help change some lives and people can take away a few nuggets here and there and go back and take action and change some lives. But I don't know. Obviously I want to make some money. My ultimate goal is time and financial freedom. That's what I tell people. 0:39:40 - (Travis Leavitt): But you have to take action. I'm big on action. My coach that I have, he's just like, man, you come back from a conference or you talk about this and then it's like in play the next day. It's just like you take action. A lot of people don't. They talk the talk, but they don't walk the walk. And it's like, how bad do you have it? And I feel like a lot of it comes down to your why and why you want it. If your why is strong enough and powerful enough, you'll do whatever it takes. 0:40:09 - (Travis Leavitt): That's what I did in the beginning. I had to do whatever it took to make it work. I didn't have a choice. My family was counting on me. I was counting on me. Didn't want to let anybody down. Just my employee that I hired in the very beginning. He actually had six kids and moved here from like 4 hours away. So he was counting on me. So just all these people are counting on me. And so I couldn't let him down. 0:40:34 - (Travis Leavitt): But it's just the power of the mind. When you have to make it work, you have to do things. I mean, you'll do things, you'll step out of your comfort zone. You'll do whatever it takes to make it happen. 0:40:46 - (Jared Erni): That's awesome. I'm going to open this up, Travis. I'm going to let anyone who's joining us to pop in the chat. Any particular questions? Comments, advice, anything like that, that you'd like Travis or I to touch on for you, go ahead and pop those into the comments. And while we're waiting for some of those comments to come in, Travis, any other last tip? Actually, by the way, I really like your comment on taking action, so let me just touch on that for a minute. 0:41:21 - (Jared Erni): In the coaching space, I have found that there are certain clients that I really enjoy working with, and then there are other clients who it's a trial to really get them to do stuff, you know what I mean? But the ones who get the best results are the ones who are so active, so engaged on it, they're checking in with me, not waiting on us to check in on them. So I've always gone into the approach of, like, I am going to be the type of client I want to work with. 0:41:55 - (Jared Erni): Does that make sense? And so I have several coaches myself, and so when I work with one of those coaches, I commit to myself like, I'm taking action in the next 24 hours, something is getting done for this. And I really connect with what you said on that, Travis. That is how you get fast results. 0:42:16 - (Travis Leavitt): Committing and doing the difference between successful people, people who are successful and not successful are successful people take action. Yeah. 0:42:29 - (Jared Erni): And lots of it. So let me tell you, back when I started doing all of this coaching, getting into the space that I am in, it didn't come fast, it didn't come easy, but that's right. Most people will relate to that. I remember I'm saying this because actually, just the other day, one of my coaches that I first started working with, in the very beginning, he made a post right after funnel hacking Live, and he said, Guys, I had two people come up to me and say, thank you. You've changed my life. 0:43:03 - (Jared Erni): They both had done anywhere between half a million to $3 million in business since working with him. Like, massive successes. And it meant so much to him that he was like, man, I think I might come out of retirement. That feels so good. And so I actually saw that comment, and I saw him a few times at the conference, but he was always busy, so I didn't want to interrupt him, and I didn't get a chance to actually talk to him. But I said, Dan, I want to be one of those people, too, because you have changed my life. And let me tell you, when I started working with him, my wife was a schoolteacher and supported us financially for ten years while I was trying to figure this business thing out. 0:43:45 - (Travis Leavitt): She's awesome. 0:43:47 - (Jared Erni): I don't know a lot of wives that would do that and stick with me that long. Took me ten years to learn the lessons and to learn on my own and trial and error to get to where I needed to be to actually start seeing some real fruit from this. But the day I was able to go, hey, Steph, you don't have to go back to your job if you don't want. And I could retire my wife. And then the day we made a decision to sell everything and travel full time for two years with my kids, four kids. 0:44:16 - (Jared Erni): And being able to give my family opportunities like that never would have happened if I hadn't started back with that one coach who put me on the right path because I was darn good at what I did. I just didn't have the right path to get that two people. And that's what he taught me how to do and structure it properly. My gosh, it took tons of action. But I'll tell you what, I've done webinars where I expected 100 people to show and I had six. And by the way, one of them was my wife Stephanie, and the other was my best friend Brandon, who was just commenting to make it look so I had someone to talk to. 0:44:54 - (Jared Erni): And what most people do is they go, oh, I tried it, but it didn't work. So let me try something different. And the reason I didn't do that, if I were on my own, I probably would have done that. If it was me, I was like, I'll try this thing and it didn't work and I'd try something different. But because I had a coach tell me this is the framework to follow, I told myself this process, it's not that it doesn't work. This process works. I just was crappy at it. I didn't do it good enough. And so I did it again and I did it again and I did it again and I did it again. In the last event, I had over 225 businesses join that event and it's accelerating and it's so cool to see that. But that's what I want to share with all of you guys and Travis's comment on taking action is it's not just a one time thing. Repeat, repeat, repeat. If you're not seeing success, it's not that it doesn't work. It's just you're not good enough yet. And keep going. 0:45:45 - (Travis Leavitt): You're going to get there. Just goes along with the coaching. Why reinvent the will if you have a coach can help guide you in the right direction? And I believe, too, that things happen the way they're supposed to in this life and people are put in our lives for a reason. I've met some people over the years that I feel like have literally changed my life. And I'm not a super social person. I don't typically like crowds. 0:46:15 - (Travis Leavitt): I'm not a networking kind of guy. But over the past six months to a year, I'm really seeing the benefit of it and how making these connections and networking, it can open doors, put you in contact with other people, and it can potentially change your life. Coaching. Some people are like, I don't need a coach. I know everything. I mean, professional athletes have coaches. Everybody can use a coach. So, I mean, even as far along you are and me and whoever else, we could all use a coach. 0:46:52 - (Travis Leavitt): So a lot of the things is sometimes we're in our business, we have blinders on. We only see a little bit of what's going on, but we have an outsider looking in and say, a 40,000 miles view. They can see stuff that we can't see, and maybe they've been there, done that already so they can see it even better. But by having an outsider looking in like that, it can be huge. We don't know everything. And so by listening to others who have done mean, it can change our what? 0:47:30 - (Jared Erni): Travis, I think we're about up for time, but if we just want to wrap this up, what is maybe the one best piece of advice you could leave with this group today that would be encouraging and something that may be your biggest lesson that you could share with them? 0:47:46 - (Travis Leavitt): I would really say for everyone to really think about what your big picture is, what your goals are, what your vision is. Because depending on what that is, you're going to run your business different, you're going to live your life different. So really know what your big picture is and then work backwards and figure out how to get there and then take action. I mean, those are the two things that I've especially learned in the last six months that have changed my life, opened so many more doors. 0:48:18 - (Travis Leavitt): And so I would encourage everyone to do that. That's awesome. 0:48:23 - (Jared Erni): Thank you. Travis. That reminds me too of in light with that, and I'll just add to that because it's such a good point when you do that, you start to make decisions based on not where you are right now, but where you want to be. And instead of being reactive based on where you are right now, those decisions you make will propel you so much faster to where you are trying to go. And I love that. 0:48:47 - (Travis Leavitt): What? Great. 0:48:49 - (Jared Erni): Travis, thank you so much for taking your time today to join Been. Obviously for me, it's been a treat just reconnecting with you and diving into our entrepreneur journeys together. But more importantly, thank you so much for the impact you've provided and are continually striving to create not just for your community, but our community. And just the ripple effect that creates. If you help one person be able to share their God given skills and talents with another, that uplifts them in a positive way, that ripple effect can spread and we'll never know how the impact really is there. 0:49:26 - (Jared Erni): But I love that and I know that means so much to you. 0:49:28 - (Travis Leavitt): So. 0:49:28 - (Jared Erni): Thank you, Travis. Really appreciate it. 0:49:29 - (Travis Leavitt): Yeah, thank you. Appreciate it. 0:49:31 - (Jared Erni): Thank you for tuning into the For Impact podcast, where we're all about driving positive change through entrepreneurship. Remember, your impact matters and your journey matters. If you found inspiration in today's episode, please subscribe rate and leave a review. Your feedback fuels our mission to empower impact driven entrepreneurs like you. You can stay connected with us on social media and go to forimpactpodcast.com 0:50:04 - (Jared Erni): to take our impact marketing challenge. Keep pursuing your dreams, making an impact and living life on your terms.

[TRANSCRIPT] 0:00:03 - (Jared Erni): This is the For Impact podcast, the destination for impact driven entrepreneurs striving to live life on their terms and create a ripple effect of positive impact in the communities they serve. Where we put your success stories center stage, dissecting the lessons learned, and sharing insights and ideas that will help you amplify your impact. And now, here's your host, Jared Ernie. 0:00:38 - (Jared Erni): Let me go ahead and introduce Trevor. Trevor Gosser has served as the director of Sales for Odin, a home service company where he actually scaled the company from a million dollars a year to over $10 million a year in just two years with their sales. Today he operates Surge Sales Consulting, where he helps primarily home service companies and contractors with the tools they need to stop giving quotes and leaving it to the client to sign on, but actually getting customers while they're in their homes. 0:01:08 - (Jared Erni): And Trevor's expertise is going to be valuable to our group, not just those who are in the home service space, but because sales is really a principle based approach, we can find those principles used in every industry. So those of you who are joining, who may not be in the home service space, I want you to still pay great attention to the principles that Trevor will share with us today that has allowed him to have incredible results with his cells. 0:01:36 - (Jared Erni): So how's that for an introduction, Trevor? 0:01:39 - (Trevor Gosar): You made me blush. That's not very hard, though. When you got pale skin like me, I blush quite easily, so no, that's great, man. I appreciate the intro, super grateful to be here and just hope to provide some value and give you guys whatever insights I can when it comes to sales and from my experience and the experience I've seen from many, many others. 0:02:01 - (Jared Erni): Why don't we start out, Trevor, with maybe you giving us a little bit of your background and how you kind of your backstory. 0:02:09 - (Trevor Gosar): Yeah, let's do it. Let's do it. So I grew up in Utah, grew up in a family where honestly, hard work was what was appreciated, it was what was rewarded, that was what we were known for. My dad was very proud of just like the breeding hardworking kids, and I loved it, I'm very grateful for it. So from a young age, I really loved getting out and putting some hard work to the skill to try and provide for more opportunity for us. So we had a rule in our family where it was if we wanted to do something, my parents would pay for half of it, we would pay for the other. So, like, when I wanted to play Little League football, I would pay either the league membership fee or I would pay for the pads and whatever rentals that needed to be done there. 0:02:56 - (Trevor Gosar): And so I had to figure out how to make some money. And I was told my entire life that I should be good at sales because I was an extrovert. And naturally as a kid, I think I just didn't have fear. And so it was kind of like a k. I'd go out and I'd spray paint the numbers on the curbs, right? We'd go up and down the neighborhood and it'd be like, hey, your address on the front of your curb is wearing off $5. And we can respray paint it $10, and we can do your favorite university of Utah or BYU logo next to it. And people loved it. And it taught this hard work to me. 0:03:29 - (Trevor Gosar): But when I was 18 years old, went out, got my first official sales job, which was doing door to door sales out in Wyoming and Nebraska. And anybody who's ever done door to door knows that that is a grind. It will teach you a lot about yourself very quick. And so I'd been told that I should be good at sales. I get out there in Nebraska, I can still remember I'm out in Grand Island, Nebraska. The wind was putting the rain sideways. 0:03:57 - (Trevor Gosar): I'm standing the street and I've got a clipboard. I've got this orange dot sign for the company, and that's it. And I wasn't given a pitch, wasn't given anything, and I just fell flat on my face. It was just so bad. I was like, man, I was supposed to be good at sales because I like to talk to people, but I was horrible. And I remember walking up to these homes and literally knocking a door, being like, please don't answer. 0:04:18 - (Trevor Gosar): Because if you answer, then I have to come up with something to say. And I don't know what to say. And it was like, that horrible. And so that progressed. And I literally was in a state at that time of my life where I couldn't afford to go home. It was just like I was stuck out there. I had to figure it out. And so I still remember Cheyenne, Wyoming, was the city where things completely turned around for me. 0:04:40 - (Trevor Gosar): And it all started, it actually was with this one right here. This is the exact copy. I keep it on my shelf for that reason. Brian Tracy the Psychology of Selling it's got all my notes, rip cover in the back, everything. But this is the book that changed my life. I remember waking up every morning learning a routine of like, hey, let's study. Let's figure out how to get better at sales. And that progressed. That was twelve years ago. 0:05:08 - (Trevor Gosar): So I know I look twelve years old, but a little older than that, but I loved it, man. I just fell in love with it. And so one thing led to another. Sales did not come natural to me. It was like I had to learn why I needed to say certain things, or how to say certain things, and why it was important. And so it helped me to be an effective trainer and so at these companies I'd go into, we would hire on reps, and it was like, well, they weren't producing. And I'd be like, hey, let me give a shot at it. I'll help them out. And things would immediately turn around. 0:05:38 - (Trevor Gosar): And we just found some super awesome success early on, had some great opportunity, and was just surrounded by some amazing people. Five years ago, about five years ago, I ended up at Odin Energy. We were a home efficiency company, so doing insulation, duct, ceiling, and we just completely transformed that company. We took them from, like, you say, a million dollars to north of 10 million. And honestly, more importantly, what I was very proud about in that scenario was the service we were offering to the customer. 0:06:08 - (Trevor Gosar): We turned a very boring installation sale into something that every one of our sales reps was 100% behind. They loved it. They were passionate about it, and it was a high ticket offer to the customer, and it really transformed their lives as well. And so it was a fun process to learn, like, hey, how do we take something that may not be as exciting as everybody thinks it is, make it an opportunity that's changing to the customer and to the person, the sales rep that's going out and representing it. And we scaled that thing pretty quickly, and it was a lot of fun. So that takes us to where we're at now. 0:06:44 - (Jared Erni): So one of the questions that I hear a lot from my clients or other business owners is they're afraid to sell because they don't want to turn someone off. They are afraid to be too pushy or come across too pushy. So how do you find that balance of not selling versus being too pushy? What do you tell people then? 0:07:09 - (Trevor Gosar): Really good question. So I have a unique approach to this because I feel like it's too common in the sales space. You either get, like, the polar opposites, right? It's like the don't sell it all, and that inherently makes you a better person that way, or the opposite, which is you have to go hardcore, and you got to be the guy that knows everything to say, when to say it, the silver tongue. Right? 0:07:31 - (Trevor Gosar): And I just don't resonate with either of those. Right. I was taught that sales is about connection. It's not about perfection. It's about getting with the customer and learning the process of connecting with them. And so one of the most effective ways I've done this and this is a perspective shift that anybody that I work with, I'm like, okay, number one, you need to have this perspective shift, and this is the shift I'd share with you guys, is when you're selling, too many people think that it's me against the customer. 0:08:03 - (Trevor Gosar): We just breathe that, unfortunately, because in our minds, we think that we think it's I need to persuade this customer to believe differently than what they believe now, and therefore it's me against them. The reality is it's actually me and the customer versus a problem. And so if we can position ourselves on that team, what we say, how we say it, the way we approach things, all of that will shift naturally. 0:08:28 - (Trevor Gosar): I don't have to tell somebody when to say exactly when to say it, because if they just believe that, they believe it's. Wait, it's me and the customer versus a problem. Then everything changes from there. And I can start to do things inside of the home or in any type of sale. I'll give you an example in home sales. I'll give it in home sales, and then we can give an example of a different situation. But in home sales, it's very common that if you're doing the service based or something of that nature, we're getting them a quote of some sort, right? 0:09:04 - (Trevor Gosar): We're providing some type of solution. So we're going out to their home for some type of inspection. And what's so common is, like, we'll sit at the table and Jared, if it was you and I, we'd be sitting across the table from each other, and I'm going to show you what I'm doing and what it paints this picture of is it's actually me versus you. And what I found one time when I'm sitting at this table, we're sitting shoulder to shoulder with a customer, and I'm sitting there and all of a sudden it dawns on me. I'm like, oh, my gosh, we're looking at these things together. 0:09:30 - (Trevor Gosar): This is great. We're sitting shoulder to shoulder. We're looking at the solution together. And naturally, what's coming out of my mouth is we and us and let's, right? My conversation naturally fell into that track of, like, we're on a team. We're looking at this together. It's not me versus you. I'm not just showing you. It's like, no, we're looking at this together. And so when we can make that shift, it completely transforms one the customer experience, but then also transforms our sales approach. 0:10:00 - (Trevor Gosar): And it doesn't come across pushy because we're on the same team as each other, right? Or like, if you take another approach, if you took it with outside of the home, right? So if it's over the phone sales, we're doing some type of business to consumer, it's the same thing. It's the we, the let, the US. Let's do this. Why don't we look at this, right? My wife and then I'll stop talking. I know I can get rambling and I get excited about this stuff, but my wife and I were at a doctor's appointment, and it dawned on me when this was happening, because when my son was being born, my wife went to this OBGYN clinic where there were several OBS that were there to help, right? And so every time we'd go visit, it would be a different OB. 0:10:41 - (Trevor Gosar): And I recognized with these OBS that there was a difference in the ones we were comfortable around and the ones we were like, it wasn't a great experience, and it was something minor. And with one of them that we felt very comfortable, I recognized it. We're sitting there and she's talking to my wife, and she goes, okay, so it looks like we've got this going on, right? Like, hey, he looks so cute. We are so excited for you. It was like all this inclusive language around we're a team, I'm here together. It's not, hey, you look like this, or you have this going on. It's like, okay, well, this is what looks like it's going on right now. This is what we have on our hands. 0:11:17 - (Trevor Gosar): It totally shifted. And I realized it's like, man, even outside of like, if we're just trying to build a connection with people, it's all about that team and positioning ourselves. 0:11:27 - (Jared Erni): That thanks for sharing that, Trevor. You made me remember an expert I read out of Magnetic Marketing by Dan Kennedy and talking specifically about home services. He know what someone wants is not always what they really want, but what they say they want is not what they really want. Someone says in a home service space often, right? Insulation, solar, whatever it is, that's not what they really want. 0:11:56 - (Jared Erni): Well, and this is actually something I brought up with Kara at Zero Mold, that's a situation where no one wants to have to come in and get mold removal. It's a situation where they're forced to have to make a decision to do that. What someone really wants is to know and trust that that person is going to treat them fairly and like they would treat their own mother. That's what it comes down to. And so I love what you're saying about creating that connection and using those terms. We I think what that does is it shifts your mindset a little bit to being a team together. I love that. What a great have you ever been told you've been pushing? 0:12:36 - (Trevor Gosar): No, actually, no. Literally, in twelve years of selling, I've been called passionate, I've been called persistent, full of conviction. But pushy, literally, I've never once been called that. And it doesn't mean that I don't go for the sale. We figure it out, right? We figure out how to make it happen. But I believe pushiness can come from a place of you and the customer are not in. You know, my wife, she loves Disney. 0:13:06 - (Trevor Gosar): She loves like, I would put her up against anybody when it comes to how much she loves Disney. I wouldn't say that she's pushy about going to right. Like she's just doesn't like, I just know that she has all that excitement and she wants to go, but it doesn't come from a place of being pushy. She's just convicted. She wants it, and she's determined to figure out how to make it happen. And you can feel that. And so the same thing happens in sales. 0:13:33 - (Jared Erni): Yeah. So one of the interesting things I learned this year in Sales is that 45% of your sale is based on trust and rapport. And being able to create that trust rapport in an effective way, really is about aligning your agenda to serve that client, not to close the deal. So often it's like, man, I need to sell, I need to sell. I got to close this deal. When you talk like that, it's about you and it's about that end result, but you're shifting that agenda to be all about them. 0:14:10 - (Jared Erni): And so I found coming in, basically going through this exercise, like mentally removing my own thoughts, putting them in a box to the side and coming in 100% curious and 100% genuine in what does this person need, whether it's what I can offer them? And that totally shifts the whole mindset of that conversation. 0:14:36 - (Trevor Gosar): Yeah. Piggyback on that, right? So my belief of sales, and this is a definition that if you want to write this down and keep it, this has served me so well and others so well, is that all that sales is? It's a transfer of energy and belief that results in a decision. And if we can dissect that right. Like energy and belief, those are two things that I have control over. I have control over my energy. I have control over my belief. 0:15:06 - (Trevor Gosar): Now, too often people think that sales is a transfer of energy and belief that results in a yes. And that's just not the truth. Right. It's not always going to end up in a yes. But what we can help is it to end in a decision whether that's a yes or a no, right? Either one is totally fine. And so in sales, majority of the battle is accepting the fact that I can't convince everybody of everything. That's just not the way it works. And I don't want everybody, I want the people that this is truly going to affect whatever our service, our solution is. 0:15:40 - (Trevor Gosar): I want them to actually be impacted by my service. And so if we know who this impacts, we know what our service does, then as soon as we recognize that person, then we can transfer that energy and that belief that hopefully will result in a yes. But sales isn't about the yeses, right? Sales is just about decisions. And as soon as we can get to a yes or a no, we've done our job. That's our job in sales. 0:16:04 - (Trevor Gosar): And if we can get to that place and avoid all the maybes, I call them the maybe train, then it puts you in a place where you can actually start to get more yeses. It's funny how that works, but just because we start to get creative and whatnot, that's awesome. 0:16:20 - (Jared Erni): I really love that. That actually made me think, what's that Zig Ziglar line? Less selling, more serving? Is that how it yeah. 0:16:28 - (Trevor Gosar): Yeah. 0:16:29 - (Jared Erni): So a couple of weeks ago, I came across a prospect who was really interested in our coaching, but he was stuck on something, and he he couldn't move forward until he got that thing fixed. But he had talked to several people before on this issue, and none of them were willing to sit down with him and really work through that issue. When he described it to me, I said, look, this is not the time on the call, but let's book another call. 0:16:56 - (Jared Erni): There's no obligation. You don't have to say join or whatever, but let me just serve you for an hour and sit down and solve this problem. So that's not normally the process, but that is what I did, because I met him where he was and just came from a place of serving and knowing that I could help him with that issue. We resolved the issue, and today he's a client in our coaching program because of that. No one else took that time to do that. And so I love what you're saying here, being able to transfer that energy and belief. It often is meeting them where they're at and serving them. 0:17:30 - (Jared Erni): Not like where sales gets a bad name, being manipulative to get no. 0:17:37 - (Trevor Gosar): And that's you remind me of a story. So it's actually where we met Jared. So, like, a couple of years back at Funnel Hacking Live. So at the time I was with Odin. I was director of sales, and we were doing a lot of online marketing, and I was a doorknocker converted to online marketing. And I'm spending all this money on Facebook, and it's like, well, it's working, but I don't really know how to scale. Like, it was so bad. It was like, anybody that knows marketing. 0:18:03 - (Trevor Gosar): I remember at that conference, a few marketers asked us, they're like, so what does your retargeting sequence look like? And I'm like, I don't know what that is. We just get a lead, and then we call it. We figure out how to sell. Right? So we were very basic when it came to that, but we were spending a lot of money. Well, we go to this conference, like, okay, we want to find an agency. We want to find somebody that can help us, take us from where we're at now to the next level. 0:18:26 - (Trevor Gosar): And I will never forget. So me and the owner, his name is Rex, we're sitting in the lobby at 1030 at night, and there's these two agency owners that are there chatting with us. And it could not have been a more polar opposite difference. It was such a polar opposite. The one was like, hey, literally tried to hard close us on the spot, put his hand out to get a handshake. It was so uncomfortable. But he's like, you can pay me for an hour of my consulting and I'll give you some info, or you can just hire a company, and then we'll do it for was would not pull back the curtain at, like, not even a peek. 0:18:58 - (Trevor Gosar): The other one, Brandon, he goes, hey, will you pull up your funnel real quick and I'll look at it and I'll give you any insight that you might have? And I was like, oh, yeah, sure. We pull it open. And he gave us two points of feedback, and those two points, I remember going back to the hotel room that night with Rex, and I'm like, oh, my. Like, that was he he provided value right off the bat. Right. The funny thing is, he was two times more expensive than the other guy. 0:19:26 - (Trevor Gosar): Right. And to this day, Odin still uses that company. They have spent hundreds of thousands of dollars with that company and trusted them with it. And it's like, just solely based on the fact that in that conversation, brandon approached it from a I want to give value. Like, even if you choose not to use me, I'm going to leave you better off than the way I found you. Right. And that's really the best salespeople come from that perspective know, if the customer says no, which a good percentage of them will, I want to leave you in a better situation than when we found. And, like, you get value out of this regardless of whether or not you choose to move forward with me, and then naturally, you end up attracting more people, which is really cool. 0:20:05 - (Jared Erni): That's awesome. So I've studied under Neil Tricarico for several months. I actually spent six months in his one on one coaching, and he used to serve as the lead sales guy for Tony Robbins. So this guy is I don't know why he even worked with me. Why did I get that honor? That was crazy. But wonderful friend of mine now. And one of the things he taught me is just that bring in so much value in your meeting that they're going to walk away much better regardless if they buy or not. 0:20:39 - (Jared Erni): And to tie that into a point you made later or earlier, it's about helping them make a decision. And so one of the things I've learned to always ask that client or customer is when talking to them is the question, how can I serve you? So you have what you need to make the best decision moving forward, whether that's working with me or not. And I think that's such a great place to kind of put ourselves into. Like, don't attach ourselves to the outcome that aligns with our agenda. Attach yourself to the outcome of leaving that person better regardless of the decision. 0:21:20 - (Jared Erni): But also, like you said, Trevor, it's about helping them make that decision, because if they don't make the decision, then we fail to help them make. 0:21:29 - (Trevor Gosar): Is. So I've got a hard, fast rule, and I remember where I learned this. It was here in Utah, Salt Lake City. I was sitting in a home of this guy. It was the funniest family. I will never forget that sale for so many reasons. And so we're sitting there and I had this whole pipeline of maybes and it was all these people that were like, yeah, we'll get back to you. Yeah, it sounds good. We'll let you know. 0:21:55 - (Trevor Gosar): And I was convinced they were going to say yes. I was like, yeah, this is perfect. We got like, a huge pipeline of people. I was so new to sales at the time. I remember sitting in this customer's home, them and I go through numbers and the customer is like, cool, if you can just send me that, we'll look it over and let you know. And I was like, yeah, sounds good. We'll make this thing happen. And I'm like packing up my stuff. I never even asked for the clothes. I just went through numbers. And then he just guided me to the close to wrap things up. And so I'm walking out the door and I remember it dawned on me. I'm like, Wait, I didn't even ask for the sale. Like, what the heck? 0:22:28 - (Trevor Gosar): And so I turned around and I was, hey man, do you want me to ask me? Do you trust me? All things considered, I got thick skin, man. It's cool if you don't. And he's like, no, we totally trust you. I was like, do you feel like the solution is the right fit for you? Is this actually going to solve what you're talking? He's like, yeah, no, 100%. I was like, okay, I'm here, you're here. Why don't you just knock this thing out now and get the thing done? 0:22:48 - (Trevor Gosar): And he was like, yeah, it's not a bad idea. Let's do that. And I was like, holy cow. I had banked on this maybe train. It's like a freight train. And every maybe I would accept was just another cart added to this train that just gets harder and harder to stop because I wasn't helping people make decisions. And part of the reason was I was so afraid to be told no, right? Like, I really was. And so in my hope of getting a yes, I would avoid the no by being okay with a maybe. 0:23:17 - (Trevor Gosar): And it doesn't serve you well at all. Maybes don't pay bills. Maybes don't help anybody. Maybes don't change their life, right? Like, it just doesn't. And so it dawned on me that day. It was like, hey, we're going to derail this train. Let it just crash, crash, burn. And I will never allow myself onto another maybe train again. And it came from a really powerful place for me because I was like, man, I get why I understand this. And it's like in sales, we're not paid for the yeses. 0:23:43 - (Trevor Gosar): We're paid for the no's. We're paid because we're willing to endure through so many people that tell us no. For that individual that's willing to say yes and that we can help impact. Right. And so if we can keep that perspective, it doesn't make you afraid of the no's. Like, the no is like no. That's part of it. That's why I chose this industry, because I can endure through that. I can get through no's, and I can go find a yes. That's why I get paid and compensated at a high level, because we're able to focus on what matters most. 0:24:13 - (Jared Erni): Awesome. 0:24:14 - (Trevor Gosar): Sorry. 0:24:15 - (Jared Erni): I've got to figure out my power cord because it's having an issue. There we go. We're good. That's awesome. That's super powerful. I love what you're saying here, and it aligns so well with the same principles that I've learned here. But if you could summarize, what are the top three principles that you would encourage anyone in any industry to take with them, maybe take from this call to go ahead and improve their sales today? What would you say your biggest tips or principles would be? 0:24:48 - (Trevor Gosar): So I think a lot of it's what we've talked about. It's connection, not perfection. If you want to get better at sales, learn how to get better at connecting with your that we have know it's. It's not just about the buddy buddy. A oh, Jared. You live in Atlanta? I used to live in Atlanta. So now we're in connection. That's not real connection. Right? There's what we call personal rapport, and there's professional rapport, and we have to have a good balance of the two. 0:25:16 - (Trevor Gosar): Right? And so it's finding that perfect balance of those two to be in connection with the customer. Another principle that is what we just talked about, it's one I'm very passionate about is learn how to believe inside. Like, truly, truly believe that there's yeses and there's no's there's no. Like, if we can get ourselves to that, like, watch what your brain does, it's pretty incredible. Like, our brains are not meant to help us thrive. They're meant to help us survive. Tony Robbins talks about this all the not, they're not, you know, set up in a way to help us just absolutely thrive. We have to kind of force it to do that. 0:25:55 - (Trevor Gosar): And so if we can put our back against the wall a little bit and be like, wait, no. I only accept yeses or no's. That means now I have to get creative on how to either ask for the close again or uncover additional value or get creative to spend more time, like you said, with a client where I typically wouldn't. Right. I'm now going to get creative, let this go to work for you. And so if you believe that internally, then that's going to be great. 0:26:19 - (Trevor Gosar): The third one, this comes from a story. Let me ask this. You guys can put it down in the chat because I haven't asked anybody, but does everybody know who Jerry Rice is? If you can put, like, something in the chat? So I know. You know who? Jerry? Rice is oh, yeah, there we'll tell I'll tell saw. I'll try to think. I saw you may not know Jerry Rice, okay? Jerry Rice, arguably the greatest football player NFL football player ever to play in the NFL. Like, he was a wide receiver, has more touchdowns by a long shot than anybody else. The guy's incredible. Okay, so this story comes from one of his teammates. His name is Bo Eason. 0:27:05 - (Trevor Gosar): And Bo Eason is, like, one of those people if you want to go study somebody, bo Eason is a phenomenal person to study. He, like, flies into the radar, and you start to learn his life, and you're like, My gosh, this guy knows what he's doing. He's done some incredible things. But Bo Eason was known for his hard work. He was always the first person in the practice, the last one to leave. And so he gets traded onto the same team as Jerry Rice. 0:27:27 - (Trevor Gosar): And he shows up to his first practice, and he gets there early. Like, really early. I think he said it was like, 30 or 45 minutes early. 0:27:33 - (Jared Erni): Trevor we were having a tech issue, it looks like. Is everyone able to hear him? 0:27:42 - (Trevor Gosar): Can you guys hear me? Entra yeah. Jared, can you hear me? Let's see if jared, if you can. 0:28:07 - (Jared Erni): Just came back, apologize for interrupting. I just want you to freeze up for everyone. 0:28:12 - (Trevor Gosar): No, you're good. If that happens, you're going to stop me again. So that's so? So Bo Eason gets traded to Jerry Rice's team. He shows up to the first practice. He's, like, super early to practice, and Jerry Rice is already out there warming up. And Bo Eason's like, what the like, that's my job, not yours. You're already the best player to ever, like, why are you here early? So practice progresses, and in the very beginning of practice, they'll do, like, little warm ups, right? So it's like, all the receivers lined up, and he talks about how I think it was Joe Montana is the quarterback. And he's like so these receivers walk up. First receiver lines up, does what he calls the All Pro Glide. Like, really easy little cut, catches the ball, and then walks it back to Joe Montana, hands it to him and gets back in line. 0:28:55 - (Trevor Gosar): The next receiver gets up like, this is warm ups. He's like All Pro Glide, gets a little cut, catches the ball, turns around and walks back to he goes and then Jerry Rice gets up there, and he's like, this is warm ups, bro. And he's like jerry Rice gets up there, and he flies out like a cannon. He's like, boom. Like he's gone. And then he cuts hard. And as soon as he catches that ball, he turns up field, runs 90 yards into the touchdown, and then turns around and runs 90 yards back, hands the football to the quarterback and gets back in line. 0:29:32 - (Trevor Gosar): And then the next guy gets up right? And it's like all pro glide, cut, catched it, same thing. And then Jerry gets up again, and the same thing happens for 3 hours of practice. Just time and time and time and time again. He's given everything, right? Catch the ball all the way to the end zone. He's like, dude, this guy had to have ran who knows how many miles during practice. And so after practice, he's like, I see Jerry in the locker room. I'm like, Jerry, dude, what was, what was, what was that all about? 0:30:03 - (Trevor Gosar): This is practice. And Jerry goes, oh, yeah, it's easy, man. Every time these hands touch that football, my body knows that it gets into an end. Like it's that simple. And so the concept was generosity. And this is the third one for anybody in sales, is we learn to embrace generosity. And generosity is not just about giving money, which we often think about. Generosity is about giving all of ourselves to everybody that we're with. 0:30:30 - (Trevor Gosar): When we're with them, when we're present, be all there. There's no client that's not worth our if I'm with them, there's no client that does not deserve my attention when I'm with them, right? Like, we're here, we're present. There's a ton of other things going on. Be here, be present. And if we can learn that in sales, then I think you'd be amazed at the connection you can enter into with the customer. 0:30:52 - (Jared Erni): That's powerful. Awesome. Thank you for sharing that. I have one other question, and then I think we can turn this open to questions. So those of you who've joined the call, we'd like to have an open dialogue being able to mastermind here. So think about some of your biggest questions in sales, and you can bring that up to Trevor. Trevor and I will both take a stab at that to help you on this call with those questions. 0:31:16 - (Jared Erni): But my last question here, I love those three tips, but I came back to your tip on recreating real connection and rapport. And you brought up kind of that example, but just kind of tell off that what most people do to build rapport is like, oh, where are you from? I've been there before. That kind of small talk that is meaningless. So what are some tips that you've learned and how to create that instant rapport and trust when dealing with a client? 0:31:47 - (Trevor Gosar): That's a good question. Yeah, I used to always think the same thing. It was like I was a big golfer growing up. I loved golf. And so it was like, oh, early on I'd find somebody like golf, and I was like, boom, I like golf too. And I just thought that that was all about rapport. And it's just not. Just because somebody likes golf doesn't mean I'm going to buy from them. Right? Put yourself in the customer's shoes. 0:32:09 - (Trevor Gosar): That's not what connects us. Just because we're from the same city, just because we like the same sports team. That doesn't put me in a position to want to trust that person per se, but what does? So when it comes to personal rapport, it's actually advice my dad gave me. So I went and served a two year church mission, a Mormon mission, when I was 19 years old. And I was actually out to Atlanta and love that area. But when I was leaving, my dad sat me down. So we're going out for two years, right? Like, I don't know what I'm doing. I'm like, okay, I'm going out there for two years, living out there away from family, friends, everything, and I'm just doing missionary work. 0:32:49 - (Trevor Gosar): Well, my dad sat me down and he said, hey, Trevor, be interested. Don't be interesting. I was like, what? And it haunted me. Not haunted, but it would not leave my mind my entire mission. It was like, be interested, not interesting. And that's the kicker for personal rapport that I've learned, right, is that we need to be interested in these people. It's not about me being interesting. I could talk you off Tom Blue in the face about things I think I'm interesting about. It doesn't mean anything to anybody. It doesn't mean they're more willing to buy from me. 0:33:25 - (Trevor Gosar): But when I'm interested in them, they care about that. People love to talk about themselves, and so be interested, not interesting. And then the second part to that is understanding that rapport is two parts. So rapport is personal rapport, which is what we just talked about. Be interested in them, interested in. And if you want a good exercise, it's just ask one more question than you're used to. Go one question deeper. 0:33:49 - (Trevor Gosar): So for me, it was, they like golf. My knee jerk reaction was, hey, I like golf too. Instead of saying that, go one question deeper. Oh, nice. Do you have a favorite course? Right? It just shows interest in who they are, and so it's a really good exercise. So that's personal rapport. Now, personal rapport is not what people buy off of. It just helps us knock down some barriers. Professional rapport is where we can really build some trust with them. 0:34:13 - (Trevor Gosar): So in our industries, we're experts, right? I know the mold company here, they're the expert. Zero mold. They are the expert of mold. The customer is not the expert like they are. And so we can either come in and say, like, I am the expert, or we can just help the customer see that in their own mind through questions that we ask. And so a good exercise I'd like to put myself through is put yourself as a mechanic or a doctor, right? Like, if I sit down with a doctor and I've got a broken I've got symptoms, and the doctor doesn't ask me anything about the symptoms and just says, all right, I'm prescribing you this, this, and this hasn't asked me anything, I'm not going to trust that, right? 0:34:52 - (Trevor Gosar): Yeah, you got a degree, but you don't know what I'm dealing with right now. You just prescribed me all this stuff, right? And often we do that in sales. We just go in and it's like, oh, we already assume what they're dealing with and spray and pray versus stopping and realizing that doctor. It's like, cool. Where does it hurt? Does it hurt when I do this? When did you first realize this was hurting? 0:35:11 - (Trevor Gosar): Was there anything that put this into onset, asking certain questions that you're like, oh, my gosh, this guy knows what he's talking about. Naturally, in my head, as the patient, I have trust in that doctor now because he's asking the right questions. And so we need to do the same thing in our industry, right? And that's what builds professional rapport early on. So that's like, when you talk about any sales approach, the first two things that we do in sales is we build personal and professional rapport, and we do that through being interested, and we do that through asking the right questions to help the customers see us as an expert. 0:35:49 - (Jared Erni): That's awesome. Very powerful. Thank you, Trevor. What a great call. Let's open this up to some questions, and since we have a pretty good group with us, if you have a question, just pop it into the chat, and then we'll go ahead and unmic and let you have that dialogue about your question. What questions would you guys have about anything with sales? Be tailored to your specific industry or in general, while we're waiting on those questions, too, as people are thinking through that? 0:36:27 - (Jared Erni): I love what you said. I think there's so much power in asking good questions that that was something that I learned through my coaching with Neil and has been game changing. Normally, when people think of sales, we think of pitching the sale. And when you shift that to prescribing, it would be malpractice for a doctor to prescribe something without truly understanding the client situation. And the only way you can really prescribe a solution is by first understanding asking the right question. So that was awesome. 0:37:09 - (Trevor Gosar): And I think some of it comes from as long as we're going to be an ethical doctor, right? An ethical doctor should not be sitting there saying, okay, I want to prescribe this, so I'm going to ask this question that pigeonholes them into that being the answer, right? And when in reality, it's just like, no, I understand. I have a solution. And the reality is, take Ibuprofen. Ibuprofen can be a solution for many different things. 0:37:36 - (Trevor Gosar): So we can take our one solution that we have, like, zero mold, right? We can take that one solution that we have, and there's different ways we can paint the picture of that solution. And where our service doesn't change, we're not reinventing our offering, but we're painting the picture in a way that makes most sense and is most effective for that customer. But we're asking questions to truly understand where they're at. So we're really curious. We really do need to know. It's not just a pigeonhole. 0:38:00 - (Trevor Gosar): Customers can feel that. I've been on those calls where you're just like, dude, I know what you want me to say right now. And it's just like so uncomfortable. It's just like you really just want to understand, like, hey, where are you at? What's going on currently? Where do you want to go? And let's figure out how to make this work. 0:38:19 - (Jared Erni): We have a question here. I'm going to ask to unmute. Johnny painting contractor. Go ahead and unmute and you can go ahead and ask your question. 0:38:31 - (D): Yes, hello. My question is, every time I go and do an estimate, I tell people I need at least half an hour of your time and when I go to people's homes, they give me five minutes. I don't know how to deal with that. Should I tell just, can you please schedule again? Or is there a way for me to kind of persuade them to listen to me or is there a proper way to deal with those type of people? I mean, it doesn't happen all the time. It happens, I would say maybe one or four times. 0:39:11 - (D): People always rushing me. I don't know, because I don't know if I'm just doing a painting estimate, it's not something that they need to have done right away. I'm just trying to see what's the proper way to deal with the speed. 0:39:26 - (Trevor Gosar): Hey, I feel you. I know that because we dealt with the same thing on the insulation side, right? Like everybody just pictures. Like, contractor comes over, they're going to get their measurements, write it on a sticky note, give it to you and see you later. That was the typical approach. Most people are conditioned to believe that's what a contractor will come do. And so the nice thing is as soon as we break that belief, you're now the awesome solution for them. If you can break that. So what I think is the most important is take one step back. 0:39:56 - (Trevor Gosar): Johnny so we oftentimes when we get an objection, we oftentimes think, what do I say next? And that can be important. But where I would say to start is rewind and say, wait, what happened so far? That got the customer to that point? So it sounds like you've tried doing the 30 minutes. Like, hey, we're going to take 30 minutes to do this. Right? Something I found very effective is making sure that both all homeowners or all decision makers. What do you want to call it on the appointment setting call? We're very clear about that. We don't shy around. It's just like, hey, cool, and we lay out the expectations for the visit. 0:40:29 - (Trevor Gosar): Hey, we're not your typical contractor. I know most are going to come over, write it on a sticky note, leave it with you say see you later. What we're going to do is actually figure out what's going on, show you guys how we would serve you and if you like it, great. If not, we'll move on, shake hands, be friends and keep life simple. Does that sound fair? And they're like, yeah, that sounds fair. Awesome. Well, for me to come out there, it's completely free, no cost to you. However, the only requirement that we have is that everybody that's a part of this decision or everybody that is a homeowner that they're present for it because everybody's got different questions, everybody's got different concerns. So with that in mind, when works best. 0:41:01 - (Trevor Gosar): And that just kind of inherently sets the expectation that you're going to need to talk to both of them, right? Does that make sense? So that would be number one. Number two is if you're doing that and you need to know what to say next, there's two ways you can go about it. One is you can meet them where they're at. And it's not a hardball but just respecting your time, right? Of like, hey, man, just to respect your time and my time, let's find a time that works best for me to come back and we can make this happen. 0:41:28 - (Trevor Gosar): And just having that rule for yourself because it is important. It's tough when they don't give you a time, there's not much you can do, right? And so it is a frustrating feeling. I hope it's not happening too often to you because I know that feeling. But if it is just I would say look at first, how are we setting up the expectations? Second is you can kind of meet the energy. It's called matching them or mirroring them where they're at. 0:41:54 - (Trevor Gosar): And then the third one is just get super clear when you're with them about expectations. We call it lay the foundation. When we're first with them, we're going to lay the foundation of how this works. Right. We get there. Hey, what brings me out? They're going to kind of show me that awesome. Cool. Well, here's what's going to happen. I'm going to go ahead and take some measurements. Then we're going to sit down and I'll show you exactly what I found, what I'd recommend, and get your guys'perspective on all this design whatever needs to happen so that we can get you guys an exact quote that's specific to you guys. 0:42:21 - (Trevor Gosar): Does that help? A little bit. Okay, cool. 0:42:25 - (Jared Erni): Yes. 0:42:26 - (D): Thank you. 0:42:27 - (Jared Erni): Another question from Entra. I'm going to go ahead and ask to unmute and you can ask your question antra. 0:42:34 - (E): Yeah. Thank you. I just would like your perspective on thing that first blew my mind and then I started thinking of it and was finding more and more rationale in it. It was a conversation between me and one of the most successful guys in our industry. I come from a wellness field and Cryotherapy and his name is Raul Aguilar. He built really, an empire in Mexico so that nobody could stand even close. 0:43:07 - (E): 18 locations in four years, then sold it for millions, now is venture capitalist, and so but he was sharing his approach, and obviously it was 18 locations. So you have a team and you have training programs and processes in place and everything. And he told that sales start at no, and his team is trained to get any new client to know within the first five minutes of a conversation, and then they turn it around. 0:43:40 - (E): And that no would normally happen with the price. Okay. Also, oh, no, this is not what I am willing to pay. It's like, wait, this is not what you will be paying. And then you just kind of turn things around and then start getting into completely different conversations. Kind of an icebreaker, but it's counterintuitive, right? And many people would say, oh, my gosh, when I hear no, then I have failed and I have to talk to the next one. 0:44:11 - (E): What's your take on it? I know it may be a little. 0:44:15 - (Trevor Gosar): Surprising, but no, that's a good question. So it reminded me, actually, one of the first sales teams I was a part of, we were selling a service or a product where typically the sales pitch, right? Like the pitch that the company would teach you was like 45 minutes long. It was like forever long of a presentation, right? And so the first week I go out and I shadow the top producer, and he had that mentality. He's like, we're literally ten minutes into the appointment, and I'm like, whoa, he's already going to numbers. Like, what the heck? 0:44:50 - (Trevor Gosar): We're not even a quarter of the way through the typical pitch, and he's already going for the answer. And it was so funny because he would sit there and then he would go was it felt like forever, an eternity of objections? And he was just like, no, that's your actually. And anybody that wants that, I can put my email in here afterwards, and you guys can email me. I'll send you. It's a framework for the perfect pitch when it comes to especially, it's tailored towards in home sales. 0:45:17 - (Trevor Gosar): But the 7th step on it, the last step, is titled Do Your Job. Because yes, sales does not start with the pitch. Sales starts once the customer said no. Right. If we identify ourselves as helping somebody make a decision, then yeah, that's where the fun begins. And so I personally don't have the mentality of, hey, in five minutes, let's get it done. I've definitely seen where that's been the case for a lot of people. 0:45:42 - (Trevor Gosar): I believe there's more some more value and stuff that you can build before that. But the concept of, hey, it's totally okay to get a no, let's get it. Don't be shy, don't be afraid of it. It's okay. To get that early is really healthy to have when you're in sales, and then just do that last step of the framework, which is do your job. That's when the fun begins. 0:46:06 - (E): Thank you. 0:46:07 - (Jared Erni): Great question. Any other questions? See anyone else in that thread here? I had an interesting experience in talking about cells and time frames, too. Sometimes we can get into a habit of drawing this out into a longer meeting than it needs to be. And this was a while back, I was having a down month. And so I connected with my sales coach, and I asked him, what do I need to do? Give me something to do. 0:46:48 - (Jared Erni): And I explained the issue, and he gave me a challenge. He said, Look, I want you to go back and find your best month, and I want you to go and find your worst month, and I want you to look at the recordings. And I would actually I know this isn't always able to do in your space. It's not like you can record yourself necessarily, but just like football players, sports teams, they record themselves and they go back and they watch the replay, and they watch the replay, and they learn from it, and they make adjustments. And they watch it again and make adjustments. 0:47:16 - (Jared Erni): So if there's ability to be able to do that, it can actually serve you really well. I went back and looked at all my calls, and there were two things that I noticed that were really different. Number one, on my best month, my sales calls were short. Worst month, my sales calls were long. As much as twice as long, twice as much time. That's super interesting. Why is this happening? The second thing that I noticed that was really interesting is that I wore the same shirt. 0:47:47 - (Jared Erni): It's not this shirt, by the way, but I wore the same shirt you often see me in, which is a little blue collar up with a little like, dark blue and some dots. I always wear it now, but I was wearing that in every single call that went well for me. And I thought, man, that's so interesting. Why is it it's not the shirt. It's not that it looked good on me or whatever it made people want by, but what I realized is the physiology of getting away from myself and actually putting on a button up and just like what that did to my mindset and how I showed up for that call was completely different. 0:48:23 - (Jared Erni): And it's kind of interesting. You can think of it in some ways, an alter ego, but you want to be able to put yourself in that positive mindset. And so I learned from that, implemented both those things right away, and it was like turning on light, switching in on the sales side, I thought it. 0:48:40 - (Trevor Gosar): Was kind of to that right. It's exactly what we've been talking about. Sales is a transfer of energy and belief. Like the whole Jersey mentality right. That is really important because our body reacts to things that we're used to, and we have routines that we do, we have rituals that we do, right? And so in sales, we should have those as well. If we just anticipate that, it's just, hey, show up and then it's going to happen, we're probably not going to have that process isn't going to serve us well. 0:49:13 - (Trevor Gosar): Whereas the belief system of, oh, no, I want to have something that kind of kicks my head into gear, my energy into gear, and that's putting on the jersey, right? Like, no athlete is going to go out on the field without their jersey on. That's their identity. And so it's like, yeah, what is that for us as salespeople? And there's something else that lost my mind. But anyways, yeah, I totally agree, man. 0:49:40 - (Jared Erni): Well, it sounds like we got all the questions that wanted to be asked. And so, Trevor, I just want to thank you so much for taking the time to be with us today. If anyone's interested in diving in, following Trevor, where can we find you? How can we connect with you? 0:49:54 - (Trevor Gosar): Yes. So I'm putting in the chat right now. Feel free to email me. So if you want that pitch framework and just know that this is not a framework where it's like, you have to say this this way, and this is how you do it. Right? It's like what you were talking about earlier, Jared. This is the framework of like, hey, this is the process we go through to help a customer have an incredible journey and to experience something to then take action. Oh, I remember now. 0:50:24 - (Trevor Gosar): It's the process that helps us simplify and intensify the experience. So you talk about your sales pitch and the time frame, right? It's like simplify and intensify. That's all that matters. We purchase off of emotion. So we just need a feeling for them to they need to start to feel that. And if we can keep things simple, it will intensify that feeling for them. So feel free to email me if you want that, and I can send over I'll have my team send over that framework for you. You can look at me on social media. Go. Solar is not a common last name, so feel free to search me. You'll easily find me on there and I try to stay up. I should be better about staying up on content on there, but yeah, there's some stuff there, but happy to help. Feel free to email me and we can chat. 0:51:09 - (Jared Erni): Thank you for tuning into the For Impact podcast, where we're all about driving positive change through entrepreneurship. Remember, your impact matters and your journey matters. If you found inspiration in today's episode, please subscribe rate and leave a review. Your feedback fuels our mission to empower impact driven entrepreneurs like you. You can stay connected with us on social media and go to for impactpodcast.com 0:51:41 - (Jared Erni): to take our Impact marketing challenge, keep pursuing your dreams, making an impact and living life on your terms.

The podcast, titled "My Origin Story," is hosted by Jared Erni, who shares his journey from working a dissatisfying corporate job to pursuing various entrepreneurial ventures. He initially dabbled in unconventional endeavors like diving for golf balls but eventually found himself managing a business in this niche. Despite his success, he felt trapped in his work and longed for more financial freedom and personal fulfillment. Jared Erni (00:00.574) What's up everyone? I wanna welcome you to the For Impact podcast and this is episode number one. I wanna use this episode to give you the background on why I'm producing this podcast to begin with. But first, let me give you a little bit of a backstory. When my wife and I got married and this was almost two decades ago, I got a regular corporate job for a small data company but I absolutely hated that job. And it led me to kind of... looking for what other opportunities out there, I literally quit my job one day, walked out and came home and told my wife, I'm going to dive for golf balls. And she said, what? I saw on this Discovery Channel, I saw this guy who was killing it, making a living, diving for golf balls and reselling those. And I was like, I'm gonna do that. So I bought myself a wetsuit and some gear and I started reaching out and I figured out that there was actually someone doing that in this area. and they had contracts with all of these golf communities. And rather than trying to compete in that way, I reached out to this guy and I said, look, I'd love to take you to lunch, sat down, told him, I love what you're doing, I wanna do this too, you can either hire me or I will do it on my own. And he hired me on the spot, I became a manager for over three years, built his business in these golf, diving for golf balls, I know it's the weirdest thing ever. But fast forward. It really wasn't my own business and that was the thing. So fast forward, I got another corporate job and it sucked the life out of me. So I kept working on side businesses, hoping that one day I could leave my job again. And after six years, my wife and I were finally getting some traction with a program we built to help kids in schools get more physical activity in the classroom. And this was great because there was a lot of interest in it. It was helping their blood flow. It was like good impact for the kids. There was real value there. and it would help with their cognitive performance and behavior in so many other ways because their blood flow was moving anyway, not to get into the science of it. But we actually had about 80 schools using this software. And at the end of the day though, this was not enough to sustain my family and it wasn't really what I was creating the impact for us personally that I wanted to. And it wasn't easy. It took a lot longer than I thought to build this, but I left my job at that point to pursue this. And while doing that, I had to figure stuff out. Jared Erni (02:21.558) had to figure out how to build ourself a website, get into all of the tech side of that. It was something I was already interested anyway, but I started doing this for other businesses and it led me to more of a digital marketing path than I realized because I was getting involved in these ways that would allow us to market digitally but also helping other businesses do it too. This actually led me to another venture that I started an indoor digital billboard network. I bought a... a mini PC from eBay and a TV from Target and hung it in a barbecue restaurant and sold our first ad on that space for 60 bucks a month. And this actually was the first time I had a, what I would say is a real business that was interesting and had great potential. And I built this from, you know, one barbecue restaurant to over 200 gyms and restaurants in our community, the largest indoor digital billboard network across North Georgia. And... It was a lot of fun. It took eight years of going through this process, building this company, but on the outside, it looked like an amazing success. We had a lot of great clients. We had a huge network. We had investors involved, a fleet of cars. We had an office building and 10 employees, but on the inside, I was trapped. Because though it looked successful, I was in prison in my own job. Like I started this. to create financial freedom and time freedom and to live life more on my terms. And the end result was I worked harder than anyone else I knew. I worked, put more hours, like double the hours any of our employees did or anyone else in a normal job. I made less money than I had ever made doing this too. And there were times when I didn't even pay myself, months at a time. So what was really interesting is my pursuit. to live life more on my terms, ended up being exactly the opposite and created a prison for me where I couldn't live life even at the level that I did when I had that dumb corporate job. Well, I was excited for the shift and the transition that we were gonna be making because I spent eight years in this place learning lessons I needed to learn to create more impact and more value for me and for the community through digital marketing. I learned the hard way what works and what doesn't. Jared Erni (04:37.674) And I don't wanna go into all of those details because I know in other episodes I'm going to be sharing that. But I mastered a set of skills that allows me and other businesses that if followed, these frameworks will cut through the noise and amplify your impact in your marketing, ultimately giving you more leads, clients, and sales to increase your income, increasing your capacity to have more time, freedom, and increasing the impact you create in the communities. you serve. Now, just to wrap up this story though, everything came crashing down. Because when COVID shut everything down, we were two days away from selling this company to a billboard business who wanted to buy us out. And then all of a sudden gyms and restaurants were forced to shut and we couldn't sell advertising there. And this was crushing because I was like, well, what are we gonna do? I had mortgaged my home into this business. I had given every cent I had to build it. I knew I was gonna walk away with a huge paycheck from this and all of a sudden, it vanished. In 60 days, I had to let all of my clients out of their contracts and our company, although we tried to revive that sale, it came crashing down and in 60 days, it was done. And I walked away from that devastated, but with new resolve because though I had an exit that I thought I was taking to get out of this prison, I kind of created for myself. I also had the skill set that I knew I could build something even bigger and better out of. And this is what propelled me into the mission that I have today to empower local business owners to really amplify their impact without expensive ads, complicated SEO strategies, or hiring agencies to do their marketing for them so they can cut through the noise, attract the clients that they need to, to... grow their financial freedom, time freedom, and actually impact the communities in deeper ways that they so desire with their God-given skills. I learned three huge lessons going through this process, which has ultimately led me to the mission that I have today. Here's secret number one. Number one is that little voice inside of you that says, I'll figure this out on my own, I can do it. Every entrepreneur feels like we are resourceful enough that if given enough time, Jared Erni (07:02.986) we're gonna figure this out. The problem with that is at what cost. It took me eight years to build this business to something I thought was actually a pretty decent revenue stream from the business, but when I found the person, a coach, a mentor, that I knew could accelerate that success much faster, rather than trying to be cheap and going, ah, I don't need to invest in that because I'll figure it out on my own. That's how I operated for the last eight years. I said, all right, I need to get resourceful and make the investment now. to speed up the success, because I'm running out of time. And I found someone who could do it with me, who helped me accelerate that result, and I've never had a bigger return on any investment than the investment in myself. And it would have cost me far more to not make that investment than if I had just tried to do it on my own. So, first lesson is if you want to... amplify or to speed up your success. Find a mentor or a coach or someone who's been there, done that before, who can help you do it faster now. Because your biggest cost in life is not taxes, though in the US that averages out to about 51% of your income, it's not taxes, it's more than that. Your biggest expense in life is not knowing how. If your goal is to make a million dollars in a year and you're doing 200,000, the... The cost of not knowing how to make a million dollars that year is $800,000. That's far greater than the investment in getting the right person to help you. So, that's lesson number one. Lesson number two, marketing is absolutely, 100%, the most important part to master. Without it, your business will always struggle. I used to believe that I could, that sales was the way to go. Sell, I had this ego that, you know, marketing. Marketing people are just sales people who don't have the guts to hold themselves accountable through commissions. Terrible. I used to think that, I don't know what it was about that, but I didn't understand how important marketing really is. Marketing is the vehicle that brings your message to the market. And though everyone operates in a business thinking, okay, I'm gonna invest in the right equipment and the team and the location and the office and all of this stuff, I'm gonna have the best. Jared Erni (09:26.45) service and people will come. That is not how it is today. Today, it's never been harder, excuse me, today the challenge is not starting a business, the challenge is cutting through the noise. And if you don't have a way to effectively and efficiently generate leads and attract clients to you, you will always struggle. That's why marketing becomes the first thing you need to master. Look, I just got off the phone with a plumber who wants to start his business. I said, look, I know you've developed this skill, you're in a trade school, you are a plumber. but you are not in the business of selling plumbing, you're not in the business of plumbing services, you are in the business of selling plumbing services. And that shift needs you to understand like you've got to master your marketing. Secret number three, the power of fulfillment, or the power, excuse me, real fulfillment comes from the power of progress and contribution. So you can have a lot of success in your business and still feel very empty. But it's contribution that fills that gap. And so my goal is not just how I can build something great and do something great and learn something great and become better and bigger and live life more on my terms, but what can I do to impact in positive ways the community around me too because of that. I feel my capacity to create bigger impact in different ways that will bless other people's lives because of that. And that is secret number three. So the reason I'm launching this podcast is because I know there are other impact-driven entrepreneurs out there who start their business to build financial freedom and time freedom and to live life more on your terms, but these businesses have also become in a prison, just like I experienced. Owning your job that does exactly the opposite. And so it took me the better part of two decades to learn the lessons I've learned that allow me to share this with other people, share these insights. And... and dissect those lessons into nuggets that they can take into their business and accelerate their success and impact. And if I could just help one entrepreneur with those insights on this podcast, saving them from having to learn the hard way and the long way like I did, then that is my job, that is my why. This is why I'm doing this. Because there is a ripple effect that follows. They will be empowered to amplify their impact personally and within the communities that they serve. And it's the entrepreneurs today. Jared Erni (11:51.394) that are the ones that take responsibility for problems that were not their own to begin with and make this world a better place. So this podcast is the destination for impact-driven entrepreneurs to dissect the lessons learned as we interview other successful businesses, showcasing their stories and also the things that they've learned in that path that will help us create bigger impact in bigger ways. And with those insights and ideas, accelerate our own impact. So stay tuned. for great interviews and power-packed lessons that will help you cut through the noise and amplify your impact as well, because guys, your impact matters.