This addiction has cost me time and money
My earliest sports memory is the 1985 University of Tennessee Volunteers football team, also known that year as the Sugar Vols.
That Tennessee Vols football team went to the Sugar Bowl and were #8 in the country.
They played the unbeatable #2 Miami Hurricanes, otherwise known as “The U”.
UT won that game 35-7 and I was hooked!
My dad has always been a huge Vols fan, going as far to make his office walls an orange and white checkerboard with UT pics hanging everywhere and he’s been a season ticket holder for 35+ years.
Life was good as a Vols fan, until 2008 when UT fired Phil Fulmer.
Since then we (yes, I still say we) have been through four coaches and just started on our fifth.
UT hasn’t won double digit games in any season, had the worst and the most publicized coaching searches in history, found every conceivable way to lose close games, have only had 2 winning SEC seasons, squandered NFL level talent, and lost to Vandy and Kentucky with some regularity over the last 5 years.
But I still love UT football.
I read every article, check out possible recruits, and text with other grown men all of the time about how we would fix everything.
I might love UT football, but it doesn’t love me.
At all.
All of the time, effort, and energy I’ve poured into each and every agonizing weekend in the fall is usually wasted.
Honestly, I just don’t have much to show for my investment.
We do the same thing in our business all of the time too.
For example:
You invest 2 hours a day on email.
You invest 4.5 hours a day on your phone.
You invest 4 hours a day watching tv. Well, you say it’s just on in the background while you are doing something else, but it still fractures your attention.
You invest countless hours reliving that time when an infuriating client was wrong and you were right and what you “should” have told them.
You invest hours stressing out about your future; when can you retire, go to Cancun, get the roof leak fixed, etc. Not careful planning; just run-of-the-mill worrying.
You invest hours worrying about your parents and their health even though you can’t control it.
You invest hours worrying about little Johnny’s place on the soccer team and why he doesn’t get to play more.
You love things that don’t love you back.
There is no return on investment for any of that.
Sure, some of it is unavoidable, but we use that as an excuse to wallow in this “busy” mentality that keeps us in the same “busy” spot without anything to show for it.
At one point you loved the purpose of your business.
A financial advisor loved helping people plan out their future.
An insurance agent loved helping people sleep better at night knowing the things that they worked hard for were protected.
But now your day is spent like a human router just moving bits of information around multiple times; constantly checking email, Facebook, your CRM, voicemail, meetings, non-urgent emergencies, etc.
And strangely enough, you love it. Or at least you think you do.
It’s time to give all of that busy work up.
You love it, but it doesn’t love you back.
If it did, you would have more to show for it and you would be happier.
Choose to love the things you can control, the things you are good at, and the things that make you money.
As for me, maybe I won’t pay attention to spring football practice or the fact that we already have players suspended...maybe:).
Ugh...they want 'extra' thousand island dressing
My wife Sarah, was a server while she was in college.
She worked at Cooker, which was this awesome bar and grille that served the best rolls and cornbread in the world.
Granny…not Sarah:)
Her grandmother, Granny, was also a server (waitress back in the day) in her younger years and she was always so proud that Sarah was working her way through college.
Granny, a deeply religious woman, would often brag about Sarah to folks at church.
Unfortunately, Granny could also get a little confused from time to time and she would tell people, “Oh Sarah is just such a pretty girl and a hard worker. You know she makes good tips at Hooters!”
Granted, Cooker and Hooters sound a little alike, but man, I would’ve loved to have seen the looks on the church members’ faces when Granny would tell them that.
Sarah did make good tips.
That is unless the customer would order ‘extra’ thousand island dressing for their side salad.
That usually meant about a 5% tip.
Thousand island dressing is the awful orangey stuff you find on a Big Mac.
And people were putting a double dose of this on their SIDE salad. Twice the dressing, half the salad.🤢
It wasn’t that these customers were bad, but that usually indicated that they didn’t get out much and weren’t used to a customary 20% tip.
Sarah couldn’t pick her customers at the Cooker.
She just had to take whoever walked in the door. She wasn’t allowed to prioritize her clientele.
However, we can prioritize who our clients are.
I preached this forever to my own coaching clients.
You can never outearn bad clients.
You can have a bad situation with a good client and still make things work.
You can have a good situation with a bad client and things almost never work.
However, when I started my Explainer Video business, I had a hard time taking my own advice.
In my first year or two I took on anyone with a pulse and my revenue and stress level showed it.
It was only when I decided to work with people that were serious about their marketing and had good attitudes did that change.
There were certain industries where the clients were always cash-poor and flaky.
There were clients I had currently that gave me a bad gut feeling about them when we first talked, but I ignored it because I wanted to make the sale. You know the clients that are already interrupting you to ask their next skeptical question before you can answer the first one.
There was always the, “Give us a deal on this first video and if it works and maybe we will buy more” guy. I’ve got news for you. Nothing ever “works” for that guy:).
Your priorities for your business matter; not what is on fire at the moment.
Things will always be on fire and your inbox will always be full.
Make client selection a top priority and make finding those clients a top priority.
If you are always too busy to take a look at your existing clients and make a decision once and for all about who you DO want to work with and you DON’T want to work with, then you are too busy.
This is a priority!
Once you make that decision, create quality content that attracts the right prospect.
Then you can qualify anyone you talk to to make sure they will be the right client.
You may have to take a step back to take a step forward.
If you don’t you will end up with the ‘extra’ thousand island folks.
Again, nice people, but not the right fit for you.
Sarah hasn’t been a server since college, but she does have her own bookkeeping business and she applies those lessons learned to her own client selection.
Cooker has since gone bankrupt.
And Granny finally got to meet Jesus in person.
I wonder if he told her about Hooters?
Probably not:).
She LITERALLY just did this to me!
Vacation in 2016. Not sure who “just did that” to Lane, but he’s not happy:)
“Daddy, daddy, look!”
Ugh. I knew this wouldn’t be good.
Last week, my eight-year old son Lane, was in desperate need to reenact the atrocity that just happened to him.
Lane - “Daddy, Ava LITERALLY just did this.” Lane shoves himself violently to the floor along with the sound effects that only Michael Winslow from Police Academy could pull off.
Me - “Why did she do that little buddy?”
Lane - “Because I just barely touched her like this!” Lane gently taps his own arm like you would if you were petting a strange dog that may bite your face off.
Now I wasn’t there to witness this event, however, the reality of the situation rarely matches the real-life scenario.
Likely, Ava and Lane were both in the wrong over a disagreement over the remote control that neither will remember by this time tomorrow.
But Lane was having a fit and needed to show me what awful thing happened and relive it again and again.
This is kind of his new thing.
“Daddy, daddy, look”, used to mean that he would show me how high he could jump, but now it’s to reenact the latest drama that happened to him.
And the reenactment is always way worse than what really happened.
It’s frustrating.
I always try to listen, empathize and then help him figure out how to handle the situation next time.
And by try, I mean I immediately cut him off and tell him to get over it, which I’m sure will come out to a hefty counseling bill when he’s in his mid-twenties.
But he has an excuse. He’s eight.
We don’t have that luxury.
Yet, we spend many of our waking ours reliving previous arguments and frustrations.
I still mentally argue with a boss from 14 years ago about projects and deadlines for a proprietary software that no longer exists.
In my mind, she said this and I said that, but here’s what I should’ve said and then she would’ve realized that I was RIGHT and she was WRONG!
In reality, I can barely remember what I’m mad about and she probably can’t even remember my name.
I’d like to say I’m alone in this type of thinking, but I’ve been coaching small business owners too long to believe that.
So many times I’ll have a client that can’t move past a previous hurt.
Things like:
A needy customer, that kept asking for one more thing, but refused to pay any more.
An employee you had to fire because of incompetence, yet they still said everything was your fault..
A partner that wouldn’t hold up their end of the bargain and it almost became a legal issue. Almost.
How many waking hours do you spend reliving the past events that can’t be changed?
What return on investment are you getting from that energy spent over old arguments?
The answer is nunzo (a clever word I made up that still hasn’t caught on.)
We learn how to do this early in life and we keep this habit forever.
Think about that.
When you are Lane’s age, you pick up this awful habit and just keep it forever and nurture it like a freaking pet.
That’s nuts!
When one of these recurring past events cross your mind, you need to ask yourself, “what will the results be if I play mental gymnastics with this thought?”
If the answer isn’t good, then immediately replace that past thought with whatever you are currently doing, i.e. driving, showering, typing, working in the yard, etc.
Or replace the thought with strategic ways to grow your business.
Not worry, but actual planning.
As for Lane, hopefully, he will live through th....oh wait. Nope, he’s yelling for me right now.
I think Lilly just ate the last cookie:).
I shouldn't be telling you this🤐
Oh man, I’m sure I shouldn’t be telling this, but I can’t help myself:).
This is a recent conversation I had with a small coaching client, Brad (name changed to protect the innocent/guilty.)
Me: So, what have you been up to? Or better yet what are your goals this year?
Brad: Oh Charles, I’m just so busy trying to keep up with everything.
Me: With what?
Brad: (Looks at me like I have three heads) - You know, all the stuff with Congress, stimulus packages, the virus, and not to mention how crazy the world is in general. Cancel culture and such.
Me: Sure...but what are your goals for this year.
Brad: Just to keep my head above water I guess.
Me: No, I mean how much money do you want to net?
Brad: Well, I’d love to make over $150K!
Me: Cool. How much did you net last year?
Brad: About $60k.
Me: Oh...um, how are you basically gonna triple your income.
Brad: Not sure. Just too much going on right now.
Me: Yeah, but how does that actually impact you? You’re an insurance agent. I understand that you need to know what’s going on in the world, but…
Brad: (Incredulous now) I’m just so busy keeping up with it and my clients are too! Everyone is just waiting to see what happens before they make any big moves.
Me: How much time do you spend keeping up with everything on your phone and the news versus how much time do you spend trying to keep clients and get new clients.
Brad: Oh I don’t spend much time on my phone or the news.
Me: You just said you SOOO busy keeping up with everything!
Brad: (Sheepishly) Well, yes, I guess I could spend less time on it.
Me: And getting new clients?
Brad: Not enough.
Me: Let’s just assume you are on your phone for 4 hours a day, which is the average, and you watch and listen to the current events of the day for just 1 hour. Assuming 20% of the time is necessary, then 80% isn’t.
Oh lord, that’s about 28 hours a week on this crap! That’s like another full-time job!
Brad: But, I really don’t think it’s that much. And I have a responsibility to be an informed citizen or I’ll just be another sheep lost in the…(blah, blah, blah drones on for nine minutes in a zombie-like manner).
Me: Then what actions have that other full-time job led you to take? Did you rally, protest, counter-protest, write your Congressman, create a series of compelling videos or seminars to change other people’s minds, etc.?
Brad: No.
Me: Dude, turn off the tv and quit doom scrolling. Call your existing clients, write a legit newsletter, create content, and call prospects instead. If you do it for 28 hours a week, you will feel much better and destroy your $150k net goal!
Brad: (sounding defeated) Yeah, I should probably do that.
This was last month.
I checked in on Brad recently. He’s in the same spot.
He’s not gonna net $150k. I don’t think he’s gonna net $60k.
But he sure can tell you everything wrong with Congress and the latest thing on Facebook that made him mad.
Don’t be like Brad.
Unplug yourself from the Matrix. It doesn’t care about you,
Put down the other full-time job of being an “informed citizen” and make a real difference in other people’s lives.
Oh, and feel free to make a little money and be happy too:).
Why I kicked my daughter out of my morning routine
When the pandemic started Lilly, my 9-year-old daughter, and the sweetest child on planet Earth, and I got into this weird morning routine.
Previously she would always give me and Sarah a great big morning hug and ask us how we slept. But now that we were making an effort to quarantine, our schedule was out of whack.
We would sleep in just a little later than we used to and when we would see each other in the morning, I’d still get my customary hug, but there seemed to be this unwritten agreement that we would put off the morning conversation.
It is almost like we would avoid each other like you do when you see an old friend at the grocery store, but you’re in a hurry, so you pretend not to notice them.
I used to do this with one of the Executives at my old job. He can’t give me a random project if he doesn’t bump into me in the hallway.
Anyway, I never said this aloud, but I wanted to get to my coaching clients right away and not get any further behind their daily crisis of being shut down and creating the next steps.
Lilly would also need to get a quick breakfast and log into Google Classroom for her never-ending Zoom calls and videos she was required to watch.
This routine even slipped into the weekend when I needed to mow the yard and she would want to crawl back into bed and watch “Some Assembly Required” on Netflix. By the way, Netflix has put out some god-awful kids’ shows. Not inappropriate, just plain ole bad. Like Ishtar and Weekend at Bernie’s II bad.
Most days we would get back to our old routine and have an actual conversation by mid-morning and do daddy-n-daughter stuff.
I know what you’re thinking...“but now I’ve realized the error of my ways and make my kids a priority first thing in the morning!”
Nah.
This routine has worked during this little period of our lives or as folks in our church say, “this season of life” which is Christian lingo that is terribly overused.
This same kind of routine is also prevalent in following up with leads and referrals.
Recently, I had a financial advisor, Adam, respond to some of my content and say he’s interested in learning more about Explainer Videos.
I sent him a templated reply and made a reminder to check back in a week.
He replied and said he was still thinking about it a week after that.
Then, I sent Adam another follow-up email and then another.
Adam apologized a month later and said he was still interested.
Adam and I still haven’t had our conversation as I do with my Lilly Bug every day.
We both just keep putting it off, because it’s easy and we are busy.
But there’s a real problem here.
Adam needs an Explainer Video so he can start closing more leads and getting more clients and I need him to buy one for the same exact reasons.
Even though this should be a priority for both of us, we are doing the morning routine that Lilly and I have, but we’re never getting back together for a real conversation.
It’s easier to just get “busy”, check emails, endlessly work on projects with no deadlines, etc., than it is to get the priorities done.
It’s okay to knock out some busy work if it is more urgent, but you always have to come back to the most important stuff.
You know, the things that HONESTLY make you real freaking money.
Because of this, I’ve made a couple of changes.
Now I make a better effort of chatting with Lilly Bug earlier in the morning because I know that my coaching clients will still be there later, but she will grow up soon and start thinking she’s too cool for me like my 12-year old Ava does (insert sad face emoji).
This has led to more daddy/daughter time and less guilt.
And I’ve gotten more aggressive in my follow-up with the Adams of the world by using the telephone app on my magic pocket computer and sending more frequent and direct emails.
This has led to more Explainer Videos for more clients and me sharing this with you because I’m betting you are in the same routine.
Break the routine of getting too busy with your urgent tasks.
Create more time for the important items that make you happy and make you real money!
How to Get ROI With Your Video - Animated Explainer Financial Gravity Interview Podcast
I've been playing around with making animated versions of podcast interviews (1-2 minutes.)
Since I was just on the Financial Gravity Podcast I thought I should test this on myself first:).
Check out the full podcast here - https://financialgravity.com/episode-132-charles-alexander-animated-videos-to-stand-out/
No, You Can't Rub My Head
It’s weird.
People think it’s okay to rub my head because it’s shaved (well, bald.)
I can literally meet someone for the first time, and I can tell when they are coming in for the rub.
You know, like I’m a freaking lamp and a genie will come out and grant them their silly wishes.
And if it was, I wouldn’t let you wish for more wishes.
That’s cheating.
Anyways I don’t like it.
AT ALL!
I let select friends and family do it.
And that one strange aunt that I rarely see.
She has good days and bad days they say.
You do this too sometimes (well, not rubbing my head).
And yeah, I do too.
But I’m picking on you right now.
You get too personal too fast.
You don’t build the “know, like, and trust” factor.
You go straight for the intimate touch, so to speak.
Don’t believe me?
My inbox has been blown up with people I’ve recently connected with and they say:
-”If you know of anyone that needs a mortgage, I love referrals.”
-”What are your financial goals?”
-”I’d love to sit down with you and review all of your insurance needs.”
-”Can we have a virtual coffee and review your financials?”
These are really personal things!
Yeah, I know that if you don’t ask, you don’t sell.
But you really need to build rapport with the other individual first.
You can only really ask for the personal touch, once you have a personal connection.
Otherwise, you are just rubbing a bald stranger’s head.🤔
p.s.
This is how you speed up the “know, like, and trust” with people that you have just met.
Farhad Insurance works with high net worth clients, where trust is at a premium. They are using the video below that is very client focused and fast tracks their ability to ask for business!
To get your own cool explainer video to build your, “know, like, trust” factor check out your options below👇
I make this painless and fun for you!
The Marketing Trend for 2019 That You Can't Afford To Ignore
I remember it like it was yesterday.
I was seven years old and my dad had fallen asleep watching some awful golf tournament on a Saturday afternoon.
And not just asleep. The snoring had reached jet engine levels.
And then a commercial asking “Where’s the Beef” came on and I thought it would be my chance.
As I snuck up to the TV to switch the channel, my dad said, “Hey, what are you doing...I’m watching Tom Watson on the 18th hole!”
It was like he had a 6th sense that would have never qualified for an M. Night Shyamalan movie.
That was the 1980’s and commercials dominated the marketing scene.
Fast forward 30+ years.
My children are obsessed with YouTube Kids.
They almost always watch other children opening toys and describing what is inside the package (by the way, I’m convinced Shopkins are evil).
My kids are literally choosing to watch infomercials, because they enjoy the content.
Marketing is much different than it used to be.
Being able to rely on interrupting someone’s day to sell them something is no longer a thing.
We now research on our own and gravitate toward authentic content that resonates with us.
You will not be able to bombard people with features, advantages, and benefits.
You will have to create your own content with your customer in mind and it needs to be helpful.
Why?
Your own content can express your real thoughts, brand you as the expert, and resonate with your target customer.
Your content can be:
Checklists
Blog posts
Guides
Photos
And yes, I’m very partial to videos, but with good reason.
70% of web traffic is video and that is only going to increase.
Videos can also be used with the following:
Website
Social media
Email follow ups
Email marketing
Presentations
Landing pages
Anywhere you are currently marketing
Check out the following video for a business coach.
You get the idea.
I have created very similar videos for:
Financial
Insurance
Mortgage
Real Estate
Businesses
And this trend isn’t going to reverse itself anytime soon either, so now is the time to get on board and create your own content!
And if you want your own video content that you don’t have to create on your own, check out the button below
True Story by Charles Alexander - Are you a confusing yellow light?
I was teaching Lane about red lights when he was a little fella.
We came to a red light, and I asked him what it meant.
“It means stop daddy!”
“That’s right little buddy. Now it’s green. What does that mean?”
“Gween means go daddy!”
“Oh, that’s 2 for 2 friend.” (Man, I am such a good dad)
Then at the next light I slowed to stop for a yellow light.
“Lane, what does yellow mean?”
He sat there with a puzzled look on his face. This was going to be a teaching moment for Dad of the Year here.
“It means slow down, son.”
He still looked confused.
He then said, “but not in Mommy’s caw...in Mommy’s caw, yewwow, means go FAST”
Ugh...but you know what. He’s right. In Mommy’s caw it does mean go fast.
The same thing is probably happening to your branding and messaging.
You have two different people look at you and your work and they will say two different things.
But if you really want to stand out in a crowded market and really touch people, you need to be distinct, different, and consistent.
If your marketing is generic or just plain boring, you will have a slow sales cycle and not the income you want.
If you are truly the expert display it.
If you really serve a special market, make sure everyone knows about it.
If you are the most convenient, fastest, or most accurate, hang your hat on it.
And find a unique way to deliver that message!
Or you will just be a confusing yellow light. And maybe have a boat load of red light tickets.
p.s.
One of the best ways to deliver that message in a different and consistent way is with animated videos. Find the right package for you below!
Video Marketing Secrets (Audio)
Recently I was on the Nemo Radio Podcast with LinkedIn Riches founder John Nemo.
Here's a snippet from John about the interview:
"If this doesn't give you a major wake up call about your online marketing approach, I don't know what will.
Once I heard that 70 percent of all content consumed online right now is video, I knew I had to get Charles Alexander on Nemo Radio to talk about it.
On this episode of Nemo Radio, Charles shares why you need to utilize online video in your marketing efforts, 6 SPECIFIC QUESTIONS that will instantly improve your marketing and branding, and much more."
To get access to the 6 SPECIFIC QUESTIONS check out THE EASY "WHY I'M DIFFERENT" FILL IN THE BLANK TEMPLATE below!
CLICK BELOW TO LEARN MORE ABOUT THE DONE-FOR-YOU VERSION OF VIDEO CONTENT.
Are You a Purple Cow? - Animated Video Featuring Seth Godin's Ted Talk
Seth Godin is one of my favorite authors of all time.
Linchpin, Tribes, and The Dip are my favorites, however, Purple Cow hits closest to home.
So much so, that I borrowed one of Seth's Ted Talks and created a 78-second animated video of it.
Click below and watch it.
So the question is, are you a normal, boring cow are you a purple cow?
And yeah, I think animated video is a very cool way to let people know you are a purple cow, but I'm partial to what works:).
Learn how to get your own animated video here
Video Works, But Can You Prove It?
This might have been the most absurd conversation I’ve ever had.
And if you met some of my friends and family, you would know that is quite the accomplishment.
Know matter what statistics I gave or case studies I referred to, he just insisted that I couldn’t prove it, and he knew of someone else that it didn’t work for.
IT. WAS. FRUSTRATING!
But, I’m still working on getting my 6-year-old to eat any green vegetable possible.
It doesn’t matter that they are good for you.
They’re yucky.
And Pawpaw doesn’t eat them and he’s just fine.
This also happens when I talk to people about video.
“It seems cool, but how can I tell if it works?”
“I know everybody is saying use video, but will it work for my kind of business?”
At this point, I’ve heard every kind of skeptical question possible about video.
You’ve seen all the stats about video and you may have even tried it yourself with mixed results or not even tried it at all.
Here’s what I know.
If you eat green vegetables, then your body will be happy.
If you use GOOD video (not you talking into your iPhone for 5 minutes) to promote your business, then your checking account will be happy.
Can I prove it?
Here’s what I’ve seen.
Social Media
Live Well Real Estate promoted one of their videos on Facebook and got over 5,000 views and lots of likes, shares, and comments.
As for me, I ran some Facebook ads last year. The video ads killed the image-only ads.
Ad #1 - Image
shown to 9,960 People
Received 191 Clicks
Ad #2 - Video
shown to 15,763 People
Received 403 Clicks
Ad #3 - Image
shown to 3,779 People
Received 23 Clicks
Ad #4 - Video
shown to 11,559
Received 106 Clicks
Website
I have also started using landing pages for people that contact me for video.
Again, video is the clear winner.
Image Landing Page
Video Landing Page
And check out the graphic below for email marketing results.
Notice that peak?
That’s the video email click thru rate. The other peaks and valleys are non-video emails.
And that red line?
That’s the average for email opens.
That means that the click thru rate on that video email was as high as the average email just getting opened!
Testimonials
Here are a couple of real-world examples how videos resulted in sales.
Michael Sands - Guardian Detective Agency
I have used Charles to create 3 videos for my company and all 3 individually have produced referrals that closed within a week of posting.Julie Yant - P.E.S.T. Inc.
I posted our latest animated video in our monthly newsletter and we not only booked several appointments but sold a couple of large jobs as a result.
And yes, all of these examples got actual sales. However, people don’t buy because of the video. They buy because of YOU.
If you have used video in the past and only had mixed results, you may need to take a look at two things:
What kind of video did you use? If it was longer than 90 seconds, was it REALLY good? Was it fast-paced? Did it tell a story?
How did you use it? Did you use it in email marketing, social media, email follow up, put it on your website where it could actually be seen, etc.?
If you’re waiting for everything to be perfect to use video, you will be waiting forever.
Your competition is already getting on board and 70%+ of online traffic is video!
There are two types of people in this world.
Open-minded people that know the green veggies (yes, I really mean video) are good for you.
And those who act like a 6-year-old:).
Which are you?
To make sure you are consistent with video, download this FREE Video Marketing Made Simple Checklist.
CLICK BELOW TO LEARN MORE ABOUT THE DONE-FOR-YOU VERSION OF VIDEO CONTENT.
You Need to Do This to Jumpstart Your Marketing
I. WAS. STRUGGLING!
I knew what to do, but I just wasn’t doing it.
And everyone was frustrated!
It was Monday, June 5th, 2017 and the Nashville Predators were playing in the Stanley Cup Finals.
I was grilling out next to the pool, we had the TV on the patio table, and I got the bright idea to build a small fire so the kids could make s'mores.
I really didn’t have a plan to build the fire and just tried to wing it.
BAD IDEA!
Growing up in rural Tennessee, I have built a fire or two.
You need some kindling wood (light brush and sticks), build them into a pyramid, and use newspaper as a catalyst to get the fire started.
Once it gets going, you begin adding larger pieces of wood.
But I was impatient.
I wanted my big fire right now!
So, I just slapped together some sticks and a couple of big pieces of wood.
I didn’t put the catalyst first.
So, I didn’t get a fire.
And the kids ate cold s’mores:(
This brings me to you.
Do you have a catalyst for your business?
Most of the people I work with get most of their sales from referrals or word of mouth.
However, they would like to increase their business.
They need a catalyst!
Check out what David Kottler, insurance agent, is doing for a catalyst to gain traction with his referral partners.
He hosts this video on his website and emails them to his referral partners. Granted, the video doesn’t necessarily get a sale on its own (although it has a few times), however, it gets the fire going.
If you don’t believe me, check out his own words.
“Charles' work was awesome. It captured what I wanted to communicate in a clear, humorous manner, and has resulted in several advisors calling me to have me work with them. Everyone loved it!”
David used an animated video that told his referral partner’s story as his catalyst.
Obviously, I’m partial to animated video, but with good reason.
Americans perform 4x as many video views as they do Google searches.
Video results have a 41% higher click through than plain text results.
80% of consumers remember a video ad they viewed in the previous 30 days
Whatever the case, you need a catalyst of some form or fashion.
So again...do you have a catalyst for your business?
If not, you may have a smoldering fire of cold sales...and cold s’mores:(
To make sure you are consistent with video, download this FREE Video Marketing Made Simple Checklist.
Would you rather spend time working on your business and not playing the role of video expert too? Yeah you are!
CLICK BELOW TO LEARN MORE ABOUT THE DONE-FOR-YOU VERSION OF VIDEO CONTENT.
2 Simple and Creative Ways to Win Clients in a Ruthless Market
I was stunned to see this.
He had been trying for a couple of years, with little luck.
But now he was a pro.
My four-year old, Lane, has learned to be quite the little swimmer.
We have a pool and we wanted to make sure that our kids had the best lessons possible.
We have always sent them to Carolyn Sweetman, aka The Swim Nazi (yes, I know that name is politically incorrect, but that’s what everyone has called her for 40+ years) at Bubbles and Roll.
It’s basically survival training that leads into proper swimming technique.
You know those videos you’ve seen on Facebook, where some crazy person is tossing a baby in a pool. It’s kinda like that.
My two girls are older and have finished their swim lessons.
I wasn’t quite sure my little buddy would ever finish, though.
He never cried or seem discouraged.
He didn’t really seem to get it either, but he kept doing what he was told to do. After all, he had seen his sisters have success.
And this year he finally got it!
He went from bobbing around on the pool steps to jumping off the diving board, floating on his back, then swimming to the ladder.
His persistence paid off!
Now to you.
Do you persist with your marketing efforts, even when you don’t get immediate results or do you run back to your comfort zone (aka the swimming pool steps)?
What I often see happen is, we keep up an old marketing technique that hasn’t worked for years, but we are comfortable with it.
- That social media campaign we keep recycling
- That generic e-newsletter we outsourced
- That networking group that feels more like a social club
And I also see people scared to try something new and essentially sabotage it out of the gate with unrealistic expectations.
- We give up on a new email marketing campaign because it doesn’t generate at least 3 new sales every time.
- We give up on that Facebook ad campaign because we didn’t get 100 new likes
- We give up on video because I put it one on my website and didn’t immediately rise to the first page of Google within a week.
We simply sit on the pool steps because we jumped from the diving board one time and didn’t have immediate success.
If you want NEW RESULTS you will have to DO SOMETHING NEW and do it CONSISTENTLY!!!
And this isn’t just for independent hipsters.
Check out Harry Looknanan, Jr. He works for one of the largest banks in the U.S. and he stepped out of his comfort zone and had a few videos created to set himself apart from his competition.
Also, Jeannie Gregory has one of the top insurance agencies for one of the largest insurance carriers in the U.S. and she doesn’t settle for “the way she has always done it.”
She is creating content and regularly sharing it with customers and potential customers.
You are tired of being on the pool steps, especially since you know you are a better “swimmer” than your competition.
Don’t let them swim laps around you!
If you want NEW RESULTS you will have to DO SOMETHING NEW and do it CONSISTENTLY!!!
To make sure you are consistent with video, download this FREE Video Marketing Made Simple Checklist.
Would you rather spend time working on your business and not playing the role of video expert too? Yeah you are!
CLICK BELOW TO LEARN MORE ABOUT THE
DONE-FOR-YOU VERSION OF VIDEO CONTENT.
I Learned About The Best Niche From This Stupid Mistake
I was stumbling around confused and too afraid to go home.
I knew if I didn’t get this right, there would be hell to pay!
I was in Publix with a scribbled list of ingredients for a mango salsa recipe.
I had everything I needed. Everything that is, but one last item.
I scribbled it in a hurry and I couldn’t figure out what it was.
Oh, and the wife said, "Make sure you get it!!!"
Cucumbers? Carrots? Cotton balls?
None of those made sense!
Finally, a very helpful produce guy, Joe, saw I was in distress and came to my rescue.
I showed him my list and he agreed. Cotton balls would taste terrible.
He then whipped open his flip phone (this was a few years ago) and made a call.
I sat there patiently. Well, I was patiently eavesdropping.
He was asking his wife what they put in their mango salsa.
He smiled and turned to me and said, “Cilantro. It’s cilantro!”
Joe and I exchanged an awkward high five, I grabbed my cilantro, and I was on my way.
If you are not familiar with Publix, then you are deprived.
It is a grocery store that is well lit, stocked perfectly, and has lots of helpful employees.
Their prices are a little higher than average, but they are well worth it!
Their niche is the overall experience.
Conversely, there is another grocery store around the corner.
It’s Aldi.
And Aldi is no Publix.
At Aldi, you have to put a quarter into your cart and return it to get your quarter back, the shelves are not quite as perfectly stocked, but all three employees are helpful:).
Aldi has decent groceries with fewer frills and their prices are lower.
Their niche is simplicity.
Both are good grocery stores with two very different niches.
So which are you, Publix or Aldi?
There is no right or wrong answer.
Unless you say that you are a mixture of both.
That is the wrong answer.
That’s not a niche.
That’s the same thing everyone says, especially your competitor.
It’s time to take a stand.
And taking a stand will let you STAND OUT!
- If you are truly the expert display it.
- If you really serve a special market, make sure everyone knows about it.
- If you are the most convenient, fastest, or most accurate, hang your hat on it.
Check out how Mark Jost from Fairway Mortgage is telling customers about his niche and standing out from the crowd.
- Email follow up - He’s sharing it with his referral partners
- Email marketing - He’s using it in his email follow up to potential clients and this always separates him from the other possible mortgage folks.
In a recent survey 80% of consumers replied they remembered a video ad they viewed in the previous 30 days (Delivra)
Mark Jost - Fairway Independent Mortgage Corporation - “The video creations have been a great tool for me to use to reach out to potential clients. I will use these services again and again.”
Another example is Sandi Sagaser from Inspired Homes. She discusses her niche with smart storytelling to educate her potential clients about the home buying and selling process.
By the way, she LEGITIMATELY excels in educating and communicating with her clients.
Website – You’ll find video on every page of Inspired Home’s website. It keeps the lead on the page longer and is more engaging.
Email follow up – Most agents follow up once if they are lucky. Inspired Homes uses an automated email follow up with video. This sets them apart from every other real estate agency in their area.
Presentations – Each time an agent from Inspired has an appointment, they show one of their videos that are appropriate for that particular lead, i.e. if the lead is fickle on pricing, they show their "Pricing Your House to Sell” video.
Social media – Sandi shares her videos frequently. Also, 80% of internet users will click on video or images in their search results before clicking on anything else
Sandi Sagaser - Inspired Homes - “The animated videos Charles has produced for me have been a huge win for our team and for our clients. They love the videos and I love working with Charles!”
It’s time to take a stand.
And taking a stand will let you STAND OUT!
Otherwise, you will fade into obscurity…
Also, I will admit that video is not the only way to stand out and show your niche.
However, video does makeup 70% of online traffic and that number is GROWING, not decreasing.
You better jump on this, before your competition does.
Download this Video Marketing Made Simple Checklist, to make sure you have everything you need!
You want to connect with your customer and tell them why you are different.
Videos let you cut through the clutter and increase your sales.
Let's work together today.
p.s. It's easy too!
How to Almost GUARANTEE an ROI With Your VIDEO
Recently, I had a financial advisor tell me he didn’t believe in marketing.
Really, he did.
Like it was freaking make-believe!
You know, Bigfoot, leprechauns, and marketing.
In that order.
Ironically, that’s like people who don’t believe in the stock market.
Really, there are people like that too.
They say, “But you could lose everything. What if the market goes down?!”
They even have a story of a friend that lost everything in the Dotcom/9/11/Housing bubble crisis.
What they mean to say is that friend didn’t have much to begin with and then sold once the market went down.
Bad investors pull money out of the market every time there is a downturn and buy every time the market goes up.
This means they are buying high and selling low.
It is an emotional decision.
It is also a bad decision.
However, good investors leave their money in the market for long periods of time, knowing that the market fluctuates.
They still diversify and rebalance, but they stick with their investments.
Many busy professionals are quick to be like an emotional investor.
Every time a marketing campaign hits a small obstacle they quit.
For example, open rates didn’t beat last month’s email marketing or we didn’t get as many likes as last time, so this whole marketing thing must not be working.
Then they quit.
This also leads to poor sales results.
Buying high and selling low.
The goal is to create a marketing strategy that is built for the long haul.
Your marketing efforts need to realize their compound interest.
Take this example from Darren Hardy’s book, The Compound Effect.
If you could have $.01 that doubled every day for a month or $3,000,000 which would take?
Naturally, our lizard brain wants to guaranteed cash right away.
But check out the results of the compounding penny.
Trust me. You want the penny.
Now look are your marketing.
Are you letting it compound?
A single video only resting on your site will not compound. That’s just a savings account.
A couple of videos, regularly posted to social media, added to email marketing and email follow ups will compound. That’s more like a mutual fund.
Oh, and try a little SEO and show the video during presentations. You are getting into strong diversification and rebalancing territory there.:)
You WILL GET A SOLID ROI if you actually use your video regularly.
Check out Lifelong Wealth Advisors (great name, by the way) marketing investment.
So the big questions are:
Are you investing in your marketing?
Are you letting it compound?
Have you even made the initial investment?
By the way, that financial advisor is at the same place in revenue as he has been for the last 10 years.
That’s not a very good investment.
p.s.
Already have video, but not using it? Get the handy-dandy Video Marketing Made Simple Checklist
p.p.s.
No video yet?
Would you rather spend time working on your business and not playing the role of video expert too?
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One SIMPLE WAY Your I.T. BUSINESS Can Get the EDGE In a COMPETITIVE MARKET
Not that long ago, I had a conversation with a business owner that needed some serious I.T. Services.
They were growing quite a bit and had a patchwork system.
She asked me if I could recommend any I.T. Businesses.
I recommended two.
We’ll call them ABC I.T. and XYZ I.T.
She went with XYZ I.T.
Why?
ABC I.T. told her, “We provide on-site and remote desktop and mobile support. We also offer cloud services, firewall, content filtering, and network support. Lastly our managed I.T. services are 24/7. Once you combine that with our 20 years of experience, we are the best choice.”
XYZ I.T. told her, “We recently worked with a business that was very similar to yours. They were growing and needed someone else to take care of their I.T. stuff, so they didn’t have to. Within a week, we had them right where they wanted to be, so now they don’t have to worry at all!”
ABC I.T. presented with a confusing jargon. Not confusing to them, but confusing to the customer.
XYZ I.T. shared a story with a happy ending.
So often we hear about the importance of selling with a story.
Stories sell 118% better than facts!
The I.T. industry is more crowded than ever.
To stand out in a crowd, you don’t need to tell your potential customers the same exact thing your competition is telling them.
You need to be relatable, personable, and tell them a story.
By the way, that is their story, not yours. To them, your story is boring. But not their story. It’s fascinating.
Check out these stories that PCS Inc. created using animated video.
Here is their Explainer Video, making Jake, the owner of a local business the hero:
They let Audrey focus on her business and not I.T.:
And now Joe, the “I.T. Guy” at his business has less worry:
And yes, I’m partial to animated videos:) But, animated videos work well because:
- They can tell a compelling story in 90 seconds or less
- They take very little time on your behalf
- They are cost-effective
- They are different and memorable
Now is the perfect time to stand out in a crowd, by making some animated videos that will let you stand out from a crowd, engage your soon-to-be client, and tell a story.
Get a FREE copy of the How to Create Videos That Increase "Hot" Leads Guide
Click below for the done-for-you version of video content.
3 Ways You are Destroying Your Marketing
In 2000, I heard about this cool new diet called the Atkins Diet.
Supposedly you could eat all the meat and green stuff you wanted and lose weight.
You had me at meat!
I didn’t really need to shed a lot of pounds, but I was always looking to get in good shape and stay there.
In one week I had lost 8 lbs! Unfortunately, the following week I gained 10 lbs:(
Quite honestly, I didn’t really understand how this diet worked.
Over the years I tried a few other fads, but I always had unrealistic expectations and never quite stuck with them long enough.
A few years ago my wife and I watched “Fat, Sick, and Nearly Dead”. This is a documentary about all the bad stuff we put in our bodies and how one gentleman got better by juicing.
And then an idea went off like a light bulb overhead. Or in my case a dimly lit fluorescent bulb, but a bulb nonetheless.
Eat healthy food and exercise consistently! Why didn’t someone just say that before?:)
My wife got even better results by going to Boot Camp workouts. Boot Camp is like CrossFit’s little brother. After having three kids, she decided she didn’t like what she saw in the mirror, so she did something about it.
Now she’s ripped!
This all reminds me of your marketing.
You’ve probably tiptoed around different marketing efforts.
You’re not necessarily “out of shape” in the marketing department, but want to get in great shape and stay there.
Unfortunately, you are destroying your marketing efforts like I was my health, for the same reasons.
1. You jump into a marketing campaign without understanding it
(Related: The Silly Mistake That FINANCIAL ADVISORS Make With VIDEO)
Someone promised you unlimited leads, as long as you followed their simple 128 step program.
Sounded good in the webinar. Now you have this massive new task list that you’re sure a NASA scientist couldn’t understand.
You need to at least have a basic level understanding of the marketing you are using or you will not stick with it.
2. You have unrealistic expectations
(Related: INSURANCE AGENTS can easily do this to increase RENEWALS and LEADS)
For example, if you are a financial advisor and you go in with the expectation that a single piece of marketing, used once or twice, will result in 2-3 new sales, you will almost always be disappointed.
Let’s say a new client is valued at $3K/year and you want 3 new customers from doing a $799 video you are really looking for a 1,000% return on investment!!!
That may be a little unrealistic, especially when your goal is to get an 8-12% ROI for your own clients in the stock market:)
You need to expect that your ROI may take longer than you want, but if you stick with it, you can get steady stock market-like results.
3. You don’t stick with the program
(Related: MORTGAGE BROKERS are using ANIMATED VIDEO to STAND OUT)
If you are easily discouraged at the first bump in the road, i.e. “that last LinkedIn article didn’t get as many likes, so LinkedIn must not be working anymore” you can derail all the good work you have been doing.
You need to know that one bad outing shouldn’t make you quit.
Bonus - If you want to get great results with your marketing like my wife did with Boot Camp, video is your tool.
Now like Boot Camp, you do it just once and expect to be ripped.
You will need a couple of videos and use them regularly.
Your videos can be used with:
- Social Media
- Email Marketing
- Presentations
- Email Follow-up
- Websites
If you decide to not to get with the program of developing good marketing habits and sticking with them, your business could soon be “Fat, Sick, and Nearly Dead”!
Get a FREE copy of the How to Create Videos That Increase "Hot" Leads Guide
Or have someone do it for you, so you can spend more time running your business:)
The SIMPLE SECRET that helps ATTORNEYS increase REVENUE
Running a law firm has become more competitive than ever.
TV, billboards, and the radio are full of law firms that “fight” for you.
It seems to be harder than ever to stand out in a noisy crowd.
The days of simply having a yellow page ad are over.
You can’t really outspend the big firms and you can’t spend all of your time playing “marketer”.
However, there is one surefire way to show potential clients you are different.
STORYTELLING!
Take Pixar movies for example.
I have noticed a very familiar theme throughout all of them.
The main character always has a problem, they are helped by an advisor with a solution, and there is a happy ending.
The roles are interchangeable with talking cars, toy cowboys, or a clown fish.
Speaking of clown fish, take Finding Nemo for example:
- The Main Character - Marlin (Nemo’s dad)
- The Problem - Nemo was captured by scuba divers, so Marlin has to find Nemo
- The Advisor - Dory, the helpful new friend
- The Solution - Dory helps Marlin swim to Australia through the East Australian Current to find Nemo
- The Results - Marlin and Nemo are reunited with the help of Dory and they all live happily ever after. Or at least until the sequel.
This story is very similar to the way you help your client. They have a problem, you help them with a solution, and there is a happy ending.
Stories connect and sell.
By the way, stories sell 118% better than facts!
I’ve noticed several highly skilled law offices have videos that talk all about themselves.
They have:
- Years of experience
- A dedicated team
- Good track record
- To “fight” for you!
All good things by the way.
The issue?
Most of those things are not client centered. The client wants an awesome attorney in their corner, however, they are focused on their problems, and want to know that you understand them.
Stating facts, especially facts about yourself, doesn’t assure them of much.
Telling them a story where they are the hero, reassures them that you understand what they are going through and makes them comfortable with you!
Check out how The Collier Firm is using a video to tell their customer’s story.
- The Main Character - Jason and Amy
- The Problem - They were in an accident, Jason was seriously injured, and Amy was overwhelmed
- The Advisor - The Collier Firm
- The Solution - Winston Collier listened to Jason and Amy, cared about their needs, and kept them informed throughout the process
- The Results - They got them the money they needed to get through this difficult time and Jason is on the road to recovery
Check out what Winston Collier has to say about it too.
(This is not for self-promotion, but to drive the point about storytelling. Well, that and maybe a little self-promotion:)
"Charles created a video for my firm that very powerfully tells a story surrounding the services that my firm offers to possible clients. I was able to run it on a loop inside waiting areas of local businesses. I have had a wonderful response to these videos and would recommend Charles to anyone that needs help telling their business' story to prospective clients and customers."
He has a strategy for using this video and is getting business as a result.
So think about your firm.
- Does your website tell a story?
- Does your marketing tell a story?
- Does the video you use tell a story? If it does, whose story is it; yours or your customer’s story? And by the way, 70% of online traffic is video!
If the answer is no, then it is time to tell a story that connects with your customer and gives them a happy ending.
Get a FREE copy of the How to Create Videos That Increase "Hot" Leads Guide
Or have someone do it for you, so you can spend more time running your business:)
MORTGAGE BROKERS are using ANIMATED VIDEO to STAND OUT
I started making videos for busy professionals a couple of years ago.
I had a lot of experience in writing articles for the local newspapers and for my blog.
My initial hope was to just write website content and do some email marketing.
After an experiment or two, I quickly realized that turning the blogs into videos was the way to go.
Why?
Well, it works!
Videos do the following:
- Pre-sell customers and provide warm leads
- Build authority
- Are very versatile
- Are fun and engaging
- Stand out from your competition
(Related: How to Create Videos That Increase "Hot" Leads Guide)
For example, check out the video Mark Jost created to stand out in a very crowded market.
You will notice that he didn’t tell you about every type of loan he has ever done and he didn’t try to target everyone possible.
He picked a specific product and targeted a referral source.
And the videos can be used with:
- Social Media
- Email Marketing
- Presentations
- Email Follow-up
- Websites
Here is another great example.
Jeff Stine from Acopia has also picked a specific loan and told a story.
Sure, he offers other loans that really anyone can use, however, Jeff knows that you can’t tell everyone that you are all things, to all people. That’s what the competition does:)
Lastly, Accurate Mortgage has a new app and they are using video to promote it.
Why?
They want to connect with their customer and tell them why they are different.
Videos let you cut through the clutter and increase your sales.
You need to create your own content, in your own voice, and it needs to be about the customer!
Curious how they did it? CLICK THE BUTTON BELOW!
Or you can take a swing at it yourself.
Get a FREE copy of the How to Create Videos That Increase "Hot" Leads Guide
