Interview

1141: Tier Level Digital Marketing: Guide to Building Client Relationships with CFO of Tier Level and Printed Theory Ashlie Marshall

July 30, 2024

Transactions often happen with just a click, you might think that the human touch has become obsolete. But guess what? The reality is quite the opposite! Authentic relationships are still the cornerstone of successful business operations. Whether you're a solopreneur or a C-suite executive, the power of genuine connections can make a huge difference in your business growth and sustainability. So, how do you foster such relationships in an age where digital interactions often overshadow face-to-face meetings?

Ashlie Marshall, CFO of Tier Level and Printed Theory, is an example of how authentic relationships can fuel business growth. She believes in focusing on transparency, honesty, and the human touch in all business dealings. Ashlie truly values genuine interactions and always insists on being honest, even when it's a bit uncomfortable. Today, Ashlie shares insights on fostering authentic business relationships, overcoming growth roadblocks, the challenges of working from home, and the importance of personal and professional development. Listen to learn more!

Quotes

“What you see is what you get with me. I'm very much going to always tell you the truth, even if the truth is not what you want to hear.” – Ashlie Marshall

"We don't only grow your online business, but we build relationships and foster those relationships. We really seek and aim to grow our customers that we gain every year." – Ashlie Marshall

“Be a good human and your blessings will follow. Growth will happen. Be a good human even in the face of adversity and challenges.” – Ashlie Marshall

Takeaways

01:29 Honesty and transparency, even when difficult, can foster strong relationships and drive business growth.

05:13 Empowering employees through personal development and delegating responsibilities can unlock a company's full potential.

09:39 Balancing analytical business goals with emotional support and understanding for clients and employees leads to better outcomes.

20:28 Embracing the challenges of working from home as a parent can build resilience and strengthen relationships.

29:35 Maintaining a positive, "good human" mindset can help overcome adversity and lead to personal and professional blessings.

Resources

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1140: The Secrets of Plant Medicine: Future of Cannabis, Functional Mushrooms, and Business Strategies with Mycroboost & Custom Capsule Consultants CEO Robert Johnson

July 18, 2024

Imagine a world where the best medicines come from nature, not a lab. This is not a story from the past; it's happening now. As cannabis and functional mushrooms become more accepted and legal, medicine is changing fast. This change is not just about getting high; it's about using plants for overall health by combining old knowledge with new science. Welcome to the future of plant-based medicine.

Robert Johnson is a veteran of the cannabis and hemp industry and the CEO of Custom Capsule Consultants. Robert is not just another entrepreneur riding the wave of legalization; he's a pioneer with a deep passion for plant medicine. Today, Robert talks about the secrets of entrepreneurship and business success, merging health innovation with business strategies and exploring the rapidly evolving landscape of cannabis, hemp, and functional mushrooms. Tune in to discover the importance of precise dosing, the changing public perception of plant medicine, and the future of these groundbreaking industries.

Quotes

“Plant medicine can be a potent tool to help us reevaluate what is important to us and to explore an inner journey, not just looking for outside stimulation or consumerism.” – Robert Johnson

"Micro dosing mushrooms gives us almost a meditative awareness of our thoughts, not identifying with them as much as just seeing them as clouds passing across the sky." – Robert Johnson

“Everything about change in oneself and habit starts with awareness. The more awareness we have, the more we can create new habits around things that don't serve us anymore.” – Robert Johnson

Takeaways

00:53 Measuring and dosing plant-based medicines, like cannabis and mushrooms, is crucial for providing consistent and predictable experiences for users.

03:27 The changing public perception and increasing trust in plant-based medicines, coupled with the entrepreneurial mindset, create opportunities for innovation in emerging markets.

04:21 Maintaining an open-minded and optimistic approach, while learning from both successes and failures, is key to navigating the challenges of entrepreneurship.

22:00 Seeking ideas and input from all members of an organization, regardless of their position, can lead to valuable solutions and business improvements.

24:42 Microdosing plant-based medicines can promote neurogenesis, neuroplasticity, and increased self-awareness, supporting personal growth and habit change.

Resources

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1139: Expert Tips on Customer Targeting, List Building, and Marketing Strategies with CEO of Hasseman Marketing & Communications Kirby Hasseman

July 17, 2024

Every entrepreneur, marketer, and business owner knows the struggle of attracting and retaining customers. But what if there was a way to simplify this daunting task? What if the secret to skyrocketing your business's success was right in front of you, waiting to be discovered? Effective marketing strategies blend various tactics, from identifying target audiences to crafting compelling messages and choosing the right channels to disseminate those messages.

Kirby Hasseman is a renowned author who has penned five books, including the popular "Hit the Target." He hosts the podcast "Delivering Marketing Joy" and is the CEO of Hasseman Marketing and Communications, a full-service marketing company. Today, Kirby discusses his target marketing framework, the importance of understanding the difference between brand and direct marketing, and the crucial role of list building. Tune in as he delivers marketing wisdom and joy, and be prepared to take your business to new heights.

Quotes

“Identify your perfect customer. If you spend a lot of time chasing people who beat you up on price, it's because they don't value the specific thing that you are great at.” – Kirby Hasseman

"The greatest distance in the world is the distance between 'I know' and 'I do.' We know what we're supposed to be doing, but we're not consistently doing it." – Kirby Hasseman

“To create a lead magnet that works, it needs to be valuable to your customer. If you feel comfortable charging for it, then you know it's good enough to give away for free.” – Kirby Hasseman

Takeaways

02:28 Understand the difference between brand marketing and direct marketing - brand marketing builds awareness while direct marketing drives immediate action.

08:44 Focus on identifying and serving your ideal customer, rather than trying to be everything to everyone.

15:06 Build an email list of engaged subscribers to own your marketing channel, rather than relying on rented social media platforms.

18:29 Create valuable, consumable content that speaks directly to your target customer's problems to build trust and authority.

26:05 Consistently apply proven marketing fundamentals, rather than constantly chasing the next shiny object.

Resources

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1138: Conversion Optimization Secrets: Behind the Click, Customer Psychology, and Reducing Returns with CEO of The Good Jon MacDonald

July 16, 2024

The workplace is changing. Imagine a business where creativity flourishes, old hierarchies vanish, and employees work without a boss. This is the future of work—self-managed organizations that boost productivity and human satisfaction. This change not only alters how work is done but also redefines the employee-employer relationship, making it more collaborative and less hierarchical.

Jon MacDonald is an expert in digital experience optimization and author of "Behind the Click." Today, Jon shares innovative strategies for enhancing user experience and increasing website conversions. He discusses the importance of understanding consumer psychology, the role of digital experience in customer satisfaction, and practical steps for optimizing online journeys. His expertise lies in creating websites that not only attract but also convert visitors effectively. Tune in to discover how to embrace the future of digital marketing and thrive in a rapidly changing world.

Quotes

“Once someone has reached your site, don't continue to market to them. Help them accomplish the tasks they're there for and convert.” – Jon MacDonald

"Consumers are only at your digital property for two reasons: to understand if you can solve their pain or need and, if yes, to convert as quickly and easily as possible." – Jon MacDonald

“We make hundreds of thousands of decisions a day, most of them unconsciously. As a brand, you'll struggle to influence these decisions unless you understand the psychology behind them.” – Jon MacDonald

Takeaways

02:00 Understanding the psychological factors that influence consumer behavior online is crucial for optimizing digital experiences and increasing conversions.

05:29 Focusing on helping customers solve their problems quickly and easily, rather than just marketing to them, is key to successful digital experiences.

10:06 Simplifying the decision-making process for customers, such as through a guided questionnaire, can dramatically reduce returns and increase sales.

18:23 Addressing deeper psychological issues, rather than just surface-level tactics, is essential for effective marketing and conversion optimization.

21:46 Leveraging psychological principles like the IKEA effect and the Buy Now effect can positively impact customer sentiment and purchasing behavior.

Resources

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1137: AI-Powered Direct Mail, Team Building, and QR Code Innovations with Direct Marketing Strategist Jeff Tarran

July 15, 2024

In a time when digital marketing is everywhere, like email campaigns, social media ads, and SEO strategies, it might be surprising that direct mail is becoming popular again. Yes! The same direct mail that used to fill your mailbox with catalogs and postcards is now getting a boost from artificial intelligence (AI). This mix of old and new is turning out to be a strong tool for businesses to connect with their customers better.

Jeff Tarran, the COO of Gundir, is at the forefront of integrating AI with direct mail. His company specializes in using address-based data to help B2B and B2C businesses drive new leads and close more sales. Jeff and his team are not just using AI to improve direct mail—they are redefining it. Today, Jeff discusses the integration of AI with direct mail, the importance of building effective teams, innovative uses of QR codes, and more. Stay tuned to learn about the latest trends in direct mail marketing and discover how to enhance your marketing strategies using address-based data and AI.

Quotes

“Building teams, getting the best people possible, and giving them everything that they need to do their job really well is kind of how I look at my job these days.” – Jeff Tarran

"Variable printing has come a very long way and it's made it so direct mail can be pretty much every bit as unique and personalized as digital marketing is perceived to be." – Jeff Tarran

“When the best leaders' work is done, the people say we did it ourselves. And that's just kind of how I feel about what it takes to empower people and make them feel successful.” – Jeff Tarran

Takeaways

01:03 Effective teams are essential for driving business success, especially in the face of rapidly changing technologies like AI.

02:30 Embracing new technologies like AI can help streamline processes and boost efficiency, but it's crucial to ensure employees feel comfortable and empowered to use them.

10:28 Integrating direct mail with digital channels like email and website tracking can significantly improve marketing campaign performance.

12:42 Personalization and customization are key to making direct mail more engaging and effective, from variable printing to QR codes with unique offers.

15:05 Maintaining a focus on empowering people and celebrating their successes is a hallmark of strong leadership.

Resources

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1136: Epique Realty: Understand Buyer Needs, Real Estate Technology, And the Value of Authenticity with North Idaho Real Estate Agent Jeff Halligan

July 10, 2024

How can real estate agents succeed in this dynamic landscape while maintaining authenticity? In today's real estate market, traditional tactics like cold calling are challenged by evolving consumer preferences and technological advancements. Agents now face the dual challenge of standing out in a crowded field while avoiding pushy sales techniques that often repel potential clients. The key to success will be using unconventional approaches to building genuine client relationships, leveraging technology, and personalizing outreach.

Jeff Halligan is a dedicated real estate professional with Epique Realty, serving the greater Sandpoint and Bonner County areas of North Idaho. With 30 years of experience, he has reimagined the real estate industry, bringing a multifaceted approach that includes online presence development, ecommerce, and digital marketing. Today, Jeff discusses his unique strategies for disrupting the real estate market, including leveraging technology to move away from traditional tactics like cold calling and door-knocking, and instead focusing on building relationships and personalized outreach to connect with potential clients.

Quotes

“If your headline works, they open the email. The subject line’s only job is to get them to open it. So if they open it, that's working. If they do whatever you're asking in the email, then the content works. Whether I get a yes or no, I don't care, as long as I get a response—then I know the email worked.” – Jeff Halligan

"I think a lot of authenticity is more about being accurate. I don't try to make sure I include it intentionally; I just include what's natural for me." – Jeff Halligan

“Take everything everyone’s telling you to do, throw it in the garbage, and just be yourself.” – Jeff Halligan

Takeaways

02:51 Leveraging technology and personalized outreach can disrupt traditional real estate tactics like cold calling and door-knocking.

14:09 Building genuine relationships with potential clients, rather than just focusing on transactions, is key to building trust and long-term success in real estate.

22:35 Understanding the unique characteristics and lifestyle offerings of a local real estate market, such as outdoor activities and amenities, can help identify the right fit for buyers.

26:23 Adapting to industry changes, like new regulations around buyer commissions, requires an open and proactive mindset to identify opportunities.

32:09 Being authentic and true to oneself in sales and marketing, rather than following conventional advice, can lead to better results.

Resources

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1135: Principles-Based Leadership and the Future of Work with CEO at D’Artagnan Advisors Doug Kirkpatrick

July 9, 2024

The workplace is changing. Picture a business where creativity thrives, old hierarchies disappear, and employees lead without a boss. This is the future of work—self-managed organizations that aim to increase productivity and human satisfaction. This shift not only transforms the way work is done but also redefines the employee-employer relationship, making it more collaborative and less hierarchical.

Doug Kirkpatrick is an organizational change consultant, TEDx speaker, executive coach, author of books "The No-Limits Enterprise,""8 Ways to Ditch Dogma" & "Beyond Empowerment," and educator who shares innovative strategies for self-management in the workplace on organizational change and the future of work. He discusses the importance of organizing around core principles, natural leadership's power, and commitment-keeping's significance. His expertise lies in creating organizations that are as creative and adaptable as those within them. Tune in to discover how to embrace the future of work and thrive in a rapidly changing world.

Quotes

“My focus and passion is to create organizations that are as creative and adaptable as the people who work inside them. Being creative is one of the deepest human longings, equivalent to seeking food, water, and oxygen.” – Doug Kirkpatrick

"The only real metric of leadership is whether or not one has followers. If one earns the mantle of leadership by demonstrating a vision, courage, deep ethics, and caring, great things happen." – Doug Kirkpatrick

“People are responsible for everything that enters their scope of awareness. If I see it, I own it. It's not okay to ignore things that come into one’s scope of awareness.” – Doug Kirkpatrick

Takeaways

01:23 Embracing self-management principles can foster creativity and adaptability in organizations, moving away from traditional top-down management.

09:34 Organizing a business around clear, foundational principles, such as not using force and keeping commitments, can promote simple yet intelligent behavior.

16:49 In a self-managed enterprise, natural leadership, impeccable commitment-keeping, and peer-to-peer accountability are crucial for success.

26:18 Emerging technologies are enabling new communication and decision-making processes that can reduce bureaucracy and increase autonomy in the workplace.

31:01 Philosophical perspectives on finding meaning and courage in life can provide valuable insights for leaders and organizations.

Resources

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1134: Grow Your Investment Business through Podcast Guesting, SEO, and Brand Recognition with Podcasting You Founder Trevor Oldham

July 8, 2024

Imagine being able to share your knowledge with thousands of listeners, build trust, and get new clients for your business—all from your home office. Podcast guesting is the secret weapon that smart business people use to boost their brands. Today, where content is very important, podcasts let you reach interested audiences, and being a guest on the right shows can transform your business trajectory.

Trevor Oldham is the founder of Podcasting You. Today, he shares expert insights on leveraging podcast guesting for business growth on alternative investments. He discusses the importance of choosing the right podcasts, the benefits of consistent podcast guesting, and the critical role of having a well-designed website to capture leads. Tune in to discover how podcast guesting can enhance your brand recognition, generate quality leads, and establish credibility in your industry.

Quotes

“It's not worth it to work with clients that are unpleasant to deal with; I'd rather make a little less money but work with clients I enjoy.” – Trevor Oldham

"The number one reason people like to go on podcasts is to generate leads. Outside of that, you get brand awareness, brand recognition, and the networking aspect of meeting other podcast hosts." – Trevor Oldham

“When you're doing an interview, make sure you're in a quiet place. A good quality podcast microphone is essential because you want the sound quality to be good for both you and the host.” – Trevor Oldham

Takeaways

01:05 Podcast guesting can be an effective strategy for alternative investment companies to build brand recognition and generate leads.

04:08 Ensuring a professional online presence, with clear contact information and a way for interested listeners to connect, is important to capitalize on podcast appearances.

14:01 Choosing the right podcasts to appear on is crucial, as going on shows that don't align with the target audience can be a waste of time.

18:41 Expanding into new alternative investment niches, while staying connected to the core expertise, can help a business grow and diversify.

23:54 Being willing to "fire" clients that are not a good fit can significantly reduce stress and improve the overall work experience.

Resources

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1133: Hire Remote Talent: Transform Your Business Operations with Zabota Founder Benjamin Moróne

July 5, 2024

Struggling to scale your business while being overwhelmed with day-to-day operations is a common issue for many entrepreneurs. Feeling trapped in a cycle of reactive management can make it difficult to focus on strategic growth. This constant firefighting can leave you exhausted and unable to see the bigger picture. The challenge is balancing immediate demands with long-term planning, which can feel nearly impossible at times.

Benjamin Moróne is the founder of Zabota, a game-changing remote staffing company. With a keen eye for talent and a passion for connecting businesses with skilled professionals, Benjamin helps overwhelmed entrepreneurs transform their operations. His expertise lies in sourcing top-tier remote talent from Central and Eastern Europe and Latin America, focusing on executive assistants and project managers who can systematize and scale businesses. Today, Benjamin discusses the power of hiring skilled remote talent, common pain points for small business owners, and success stories of businesses. Stay tuned!

Quotes

“If we can find someone who already has the skills that you want, instead of thinking, ‘Okay, I need to build this person's skills,’ you're going to be more successful with that hire.” – Benjamin Moróne

"Move with the same intensity in the recruitment process, as you would a sales process." – Benjamin Moróne

“If you don't have complete vision and control of everything in the company when you're first starting, you're just not going to be able to scale it to that next level.” – Benjamin Moróne

Takeaways

01:19 Hiring reliable, trustworthy, and skilled remote workers, particularly executive assistants and project managers, can transform a business by enabling effective delegation and systematization.

05:31 Hiring from specific regions, such as Central and Eastern Europe and Latin America, can provide cost-effective solutions while also leveraging time zone advantages and language proficiency.

15:34 Implementing a well-structured onboarding process is crucial for new hires' success, as it can turn an 85% hire into an A player.

20:10 Maintaining a clear and efficient recruitment process, with set timelines for communication and decision-making, can improve the hiring experience and reduce churn.

22:57 Focusing on key inputs and metrics, rather than just outputs, is essential for scalable business growth and maintaining complete control and visibility over the company's operations.

Resources

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1132: Texas State Optical: Optometry Practice, Consumer Focus, and Intentional Planning with President and CEO John Marvin

July 4, 2024

Are you struggling to connect with your customers and keep up with industry changes? As an optometrist, have you been overwhelmed by the business side of running your practice? Many businesses tend to focus on pleasing suppliers and third-party payers while neglecting the end consumer. However, it's crucial to remember that everything starts and ends with the consumer. This shortsightedness leaves industries vulnerable to outsiders willing to listen and respond to customer frustrations. In an age where consumer preferences and technologies are constantly shifting, can your business afford to remain static?

John Marvin is the president and CEO of Texas State Optical, the largest doctor-owned private practice organization in the United States. He has a background in brand management, marketing, and helping young optometrists open their own practices. Today, John shares insights on how he transitioned from the advertising and pharmaceutical industries into the optometry field, leveraging his expertise in consumer research and brand management to position Texas State Optical for growth. He emphasizes the importance of listening to customers and being intentional about planning for the future, whether as an optometrist or small business owner.

Quotes

“Everything starts and ends with the consumer. Businesses that don't pay attention to the consumer eventually find themselves displaced, and their industries disrupted by others who are listening to them.” – John Marvin

"If you're not intentional about managing your practice as an optometrist or your small business as an owner, you won't really know where you're going. Without that intention, you'll end up on any road and won't know where you'll end up. But you can take control of that. You can be intentional and plan the future you want for yourself." – John Marvin

“If you continue without innovation, without trying to improve and align with consumer preferences, then it's a managed decline. That's all that's left as an opportunity. Private practice healthcare is changing.” – John Marvin

Takeaways

08:13 Transferring skills and leveraging relationships can open up new job opportunities, even in unrelated industries.

10:42 Focusing on understanding consumer needs and desires is crucial for positioning a brand and business for success.

12:54 Disrupting an industry often requires identifying and addressing consumer frustrations that the established players are overlooking.

23:56 Conducting regular, simple market research can provide valuable insights to improve a business and better serve customers.

29:37 Being intentional about planning for the future is key to avoiding a "managed decline" and maintaining a competitive edge.

Resources

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