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1146: Master Digital Advertising with DRAFT Media Partners CEO Skip Wilson
What are the keys to successful digital marketing and advertising in today's landscape? Explore the fundamentals of advertising that still apply, even as the tools and technologies continue to evolve. Learn how to blend the old and the new to deliver measurable results for your business, and discover the common pitfalls to avoid when running paid advertising campaigns.
Skip Wilson is a digital media pioneer who has shaped the advertising landscape for decades. As the co-founder of Draft Media Partners, he empowers businesses to reach their target audiences with precision and measurable results. Today, Skip discusses his expertise in blending traditional advertising fundamentals with new digital technologies, shared strategies for troubleshooting underperforming paid advertising campaigns, and recounted his career journey from copywriter to digital media pioneer, offering insights on the challenges and lessons learned as an entrepreneur. Stay tuned!
Quotes
“Rarely is the case that a campaign didn't work. Usually it's some piece that didn't work. Just take the time to dig in to figure out which piece it was and fix that.” – Skip Wilson
"Have radical empathy. Listen to your customers, employees, and that jerk that's yelling at you about something that's going wrong with your product. That person's more valuable than anyone else in your life." – Skip Wilson
“The more you can increase urgency, desire or trust and decrease delay, cost and effort, that's what people are looking for.” – Skip Wilson
Takeaways
01:33 Blending old and new marketing fundamentals is key to navigating the ever-changing digital landscape.
07:19 Systematically identifying and fixing specific issues in an ad campaign is more effective than simply declaring it a failure.
10:06 Embracing failures and learning from them can lead to significant growth and adaptability as an entrepreneur.
24:34 Leveraging data-driven planning and tracking tools can help businesses effectively reach their target audiences and achieve measurable results.
26:13 Radical empathy towards customers and their feedback, even if delivered poorly, can provide invaluable insights for improving a business.
Resources
- DRAFT Media Partners: Get results from advertising.
- DRAFT Media Partners on Facebook
- Skip Wilson on LinkedIn
Podcast: Play in new window | Download (Duration: 27:36 — 38.1MB) | Embed
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1145: Build the Future: Discover Alternative Funds for Infrastructure Projects with MTBMA President Michael Sakata
The U.S. faces serious funding challenges for transportation infrastructure, impacting safety and progress. How can we raise public awareness to advocate for better roads and bridges? What kind of leadership is needed to push for improvements in the construction and materials industries? We need to explore these questions to ensure safer and more efficient infrastructure.
Michael Sakata is a visionary leader in the transportation infrastructure industry. As the President and CEO of the Maryland Transportation Builders and Materials Association (MTBMA), he is at the forefront of addressing the critical challenges facing America's crumbling roads, bridges, and transportation systems. Today, Michael talks about the critical funding challenges facing transportation infrastructure in the United States, the importance of raising public awareness and advocacy, and the leadership required to drive progress and improve safety in the construction and materials industries. Stay tuned!
Quotes
“Perfection is the enemy of progress. It's a quote that gently reminds you to strive for progress rather than perfection.” – Michael Sakata
"You gotta have fun with what you're doing, no matter what you're doing in life." – Michael Sakata
“Leadership is about learning and working with your team. It's about collaborating with board members and people across the aisle to get things done.” – Michael Sakata
Takeaways
03:52 Understanding the complex funding sources and challenges for transportation infrastructure is crucial for the public to be informed and engaged.
08:56 Leveraging technology and innovative materials can help improve the longevity and cost-effectiveness of transportation projects, but must be balanced with available funding.
14:13 Collaboration and communication between industry, government, and the public are essential for addressing transportation safety and efficiency issues.
22:49 Educating the public about the importance of transportation infrastructure and advocacy is a key role of organizations like the Maryland Transportation Builders and Materials Association.
24:39 Pursuing progress over perfection is a valuable leadership principle that can drive meaningful and lasting advancements in the transportation industry.
Resources
- Maryland Transportation Builders and Materials Association (MTBA): THE VOICE of the Transportation, Construction, and Materials Industries in Maryland
- MTBA on Facebook
- Michael Sakata on LinkedIn
Podcast: Play in new window | Download (Duration: 27:02 — 37.3MB) | Embed
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1144: Diabetes Management Reimagined: Exploring the Innovative Dana Chatbot with CureChat Ltd Founder Dr. Shimon Zilbershlag
Imagine a future where AI not only predicts your blood sugar levels but also helps prevent spikes before they happen. What if your smartwatch could give you real-time advice tailored just for you? How might these advancements change the way you manage your diabetes daily? The possibilities are exciting and could transform care as we know it.
Dr. Shimon Zilbershlag is a visionary in the field of healthcare technology. As the CEO of CureChat, he has developed Dana, an innovative AI chatbot that revolutionizes diabetes management. Driven by his passion for improving lives, Dr. Zilbershlag has leveraged his expertise in software, AI, and management to create a personalized, culturally-tailored solution that addresses the emotional and social challenges of living with diabetes. Today, Dr. Zilbershlag discusses the inspiration behind creating Dana. Stay tuned!
Quotes
“The aim was to empower people with diabetes to manage their condition more effectively and live healthier lives, and we're doing this by leveraging AI and technology.” – Shimon Zilbershlag
"This level of cultural understanding is crucial for effective diabetes management, helping users feel that their unique needs are being addressed by providing advice that is not only clinically accurate but also culturally relevant." – Shimon Zilbershlag
“Our ultimate vision is a world where everyone, regardless of location or economic status, has access to high-quality healthcare support.” – Shimon Zilbershlag
Takeaways
00:52 Dana provides personalized and culturally relevant support to help people with diabetes manage their condition more effectively.
01:53 Dana offers emotional support and companionship to users, addressing the mental and social challenges of living with diabetes.
06:33 Dana complements traditional medical care by providing continuous education, monitoring, and guidance between doctor visits.
08:43 Dana is made accessible to economically vulnerable populations by being offered for free, sponsored by healthcare organizations and employers.
11:46 Cure Chat aims to revolutionize global diabetes care by continuously improving and expanding Dana's capabilities.
Resources
- CureChat: Chat and Get Instant Diabetes Support Day or Night, Wherever Life Takes You.
- Shimon Zilbershlag on Facebook
- Shimon Zilbershlag on LinkedIn
Podcast: Play in new window | Download (Duration: 13:11 — 18.3MB) | Embed
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1143: Outsourcing Secrets: How to Build a Winning Virtual Team with Teambuilders Owner Barry Coziahr
Feeling overwhelmed with the daily grind and struggling to grow your business is a challenge many entrepreneurs face. The constant pressure of managing everything alone can lead to stress and burnout. This reactive approach often leaves you exhausted, unable to focus on what truly matters. The difficulty lies in juggling immediate tasks with strategic planning, making it feel like you're always one step behind. Embracing virtual assistants and prioritizing key activities can unlock more time, reduce stress, and boost profitability, helping you regain control and focus on what you love.
Barry Coziahr, owner of Teambuilders Agency, is a seasoned expert in helping business owners maximize their time, increase profitability, and focus on the tasks they love most. With his unique approach to vetting, training, and managing virtual teams, he helps his clients unlock their full potential and achieve their business goals. Today, Barry discusses the power of virtual assistants and how they can help business owners maximize their time, increase profitability, and focus on the tasks they enjoy most. He explores the 80/20 principle, which states that 80% of results come from 20% of efforts, and how this can be applied to delegating tasks to virtual assistants.
Quotes
“You're either growing as a person or you're not, and the opposite of that is not very pleasant and not a place you want to end up. You want to keep growing individually.” – Barry Coziahr
"Become a successful student, which means being someone who not only understands information and knows what it is but also knows how to use it and does use it to achieve success in other areas of life." – Barry Coziahr
“You have to learn how to be a good boss, how to take care of people, and how to utilize them properly. It's something you should learn, and it's okay to learn while you're doing it.” – Barry Coziahr
Takeaways
01:13 Leveraging virtual assistants can help business owners focus on high-impact activities and increase profitability.
03:20 Applying the 80/20 principle can identify the critical 20% of tasks that drive 80% of results, allowing for strategic delegation.
13:28 Thorough vetting, training, and ongoing support are crucial for building an effective virtual team.
18:10 Regular check-ins and efficient meetings are key to managing a remote workforce.
26:00 Continuous learning and personal growth are essential for business success.
Resources
- Teambuilders' 249 Things a Virtual Assistant Can Do For You
- Stampede Branding: Elevate Your Brand in the Digital Sphere with Stampede Branding
- Stampede Branding on Facebook
- Barry Coziahr on LinkedIn
Podcast: Play in new window | Download (Duration: 30:48 — 42.5MB) | Embed
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1142: Transform Your Business Using Marketing Automation Techniques with Co-Founder of Building Income on Demand Alex Thoric
Imagine a world where your small business runs like a well-oiled machine, effortlessly attracting and retaining customers while you focus on what you do best. No more late nights stressing over marketing strategies, no more guesswork. Sounds like a dream, right? Well, welcome to the world of marketing systems and automation – a game-changer for small businesses everywhere.
Alex Thoric is a digital marketing guru and the co-founder of Building Income on Demand. In just under two years, Alex has made a big splash in the marketing world by helping a variety of industries, including spas, gyms, coaches, consultants, real estate, and restaurants, create effective marketing systems. He has simplified his wisdom into a nine-step process that has shown success across multiple industries. Today, Alex shares insights on creating marketing systems, leveraging automation, building a content machine, and achieving business growth. Listen to learn more!
Quotes
“It doesn't matter how many great tactics, strategies, and tools we show or implement—none of them will work if the mindset is not there.” – Alex Thoric
"It’s about creating a consistent, predictable sales machine that works for you 24/7 once you set it up." – Alex Thoric
“A river cuts through rock not because of its power, but because of its persistence.” – Alex Thoric
Takeaways
01:10 Developing a consistent marketing system that works across different industries is crucial for business success.
09:24 Combining content marketing and targeted advertising is an effective hybrid approach to attract and nurture potential clients.
15:04 Adapting to changes, such as the shift to online classes during COVID-19, can help businesses not only survive but thrive.
20:28 Overcoming personal struggles, like client acquisition, requires the right mindset and a willingness to learn from others.
23:03 Automating marketing systems and providing a comprehensive suite of services can help businesses focus on their strengths and grow consistently.
Resources
- Building Income on Demand: Coaching & Mentorship for Service Based Professionals
- Alex Thoric on Facebook
- Alex Thoric on LinkedIn
Podcast: Play in new window | Download (Duration: 28:06 — 38.8MB) | Embed
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1141: Tier Level Digital Marketing: Guide to Building Client Relationships with CFO of Tier Level and Printed Theory Ashlie Marshall
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
- Tier Level Digital Marketing: Digital Marketing Done Right
- Printed Theory: Screen Printing. Embroidery. Promo Items.
- Tier Level Digital Marketing on Facebook
- Ashlie Marshall on LinkedIn
- C-Suite Chicks Podcast by Tier Level Marketing
Podcast: Play in new window | Download (Duration: 30:30 — 42.1MB) | Embed
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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
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
- Mycroboost: Mushrooms for Better Living
- Custom Capsule Consultants: We Make Amazing Products
- Robert Johnson on LinkedIn
Podcast: Play in new window | Download (Duration: 35:09 — 48.5MB) | Embed
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1139: Expert Tips on Customer Targeting, List Building, and Marketing Strategies with CEO of Hasseman Marketing & Communications Kirby Hasseman
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
- Kirby Hasseman: I Help Promotional Product Professionals Increase Profits, Streamline Systems, and Grow Their Business
- Hasseman Marketing: We help small to mid-sized businesses attract and retain customers and employees!
- Kirby Hasseman on Facebook
- Kirby Hasseman on LinkedIn
- Books Written by Kirby Hasseman on Amazon
- Delivering Joy Podcast by Kirby Hasseman on Apple Podcasts
Podcast: Play in new window | Download (Duration: 27:42 — 38.2MB) | Embed
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1138: Conversion Optimization Secrets: Behind the Click, Customer Psychology, and Reducing Returns with CEO of The Good Jon MacDonald
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
- Jon MacDonald: Digital journey, CRO/UX, and eCommerce Expert, Author, and Speaker
- The Good: Harness user insights and unlock digital improvements beyond your conversion rate.
- Jon MacDonald on LinkedIn
- Behind The Click: How to Use the Hidden Psychological Forces That Shape Online Behavior to Craft Digital Journeys That Delight, Engage, and Convert by Jon MacDonald on Amazon
Podcast: Play in new window | Download (Duration: 26:13 — 36.2MB) | Embed
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1137: AI-Powered Direct Mail, Team Building, and QR Code Innovations with Direct Marketing Strategist Jeff Tarran
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
Podcast: Play in new window | Download (Duration: 16:49 — 23.3MB) | Embed
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