Hello and welcome to Tactical Startup. I’m your host, Taylor Darcy.

Today, we’re going to be talking about marketing. Now I am by no means a marketing guru o, any type of marketing specialist, but I have come to learn a few things through marketing my law practice and studying marketing. I want to impart a little bit of my wisdom.

Marketing is something that I’ve struggled with because you can spend a lot of money and go broke marketing.  If you set up your Google ads account wrong, if you set up your Facebook ads wrong, if you set up your Yelp ads wrong, those mistakes will cost you.  I don’t mean to scare you or make it sound like you shouldn’t spend money on marketing because let’s face it, if you don’t spend money on marketing, you will go out of business.

Marketing is the one way to scale your business to the multimillion-dollar brand if that’s your goal.  Without marketing, nobody knows about you. [00:01:00] If you believe that you can deliver a better-quality service or more authentic service, then you have a moral imperative to offer your services. That doesn’t mean you have to be all salesy and push and shove it down someone’s throat and make them regret talking to you. But you can use your language not only speech, but blog posts and YouTube to convey a message that will help people want to do business with you without forcing them or making the mistake of many business owners:  to go in for the hard sell. Most people don’t like to be hard sold. I am one of them.

I get pitched all day. Every day, I get five to 10 emails a day of people trying to pitch me for a new website or a new this or original that, and it gets tiring. It gets exhausting to have to say no.  I don’t want your service. When I’m ready for your service, I’ll go out and find it. And guess what? I don’t know you from anybody [00:02:00], which means that I’m not going to buy from you. That just doesn’t make sense.  Why would I buy from someone who’s just cold emailing me when I have friends that I can get it done r a whole lot cheaper or not even cheap? It’s not about the money. It’s about quality. It’s about trust. It’s about who do I want to spend my money with?

That’s a pretty decent reason, right?  Because your hard-earned money shouldn’t go to someone just because they ask you for it and, that’s probably one of the biggest mistakes that a lot of entrepreneurs make, is that going for the sale way too early. They go in for the ask way too early. When they haven’t established any type of relationship with somebody, that’s why networking events, in my opinion, are for the birds.  They fail to capture the value of one company over another because they’re not building relationships. What’s a business card going to tell me? Isn’t going to tell me anything about the person.

And let me know that they’re qualified or competent or good at what they do. It’s a business card. [00:03:00] And a five-second introduction who I do this. Oh, hey, I do that. If you think about it, how is networking a great beginning?

But it takes a ton of follow-up to make it valuable for both parties. So marketing is more than just the simple; Hey, let’s put on a new logo, have a great font, and, let’s have a business card. Okay. And I’m not making fun of those things. Don’t misunderstand that what I am saying is that marketing is an intentional interaction with someone ready and able to buy your product. See the difference. Those other things are all passive. Whether somebody likes your font, whether somebody wants your logo, whether somebody likes your business card is probably not going to get them to buy from you. Fonts and logos are called branding.

What will get them to buy from you? I know that they’re getting a quality service and quality price. It’s usually [00:04:00] beneficial relationship; both parties have to want it. Both parties have to like it. That’s the key to successful marketing, which is why, like podcasts, YouTube, blog posts and, videos that you do.

There’s a new kind of market out there for a quick video, someone connects you with and are interested in your product, and you send them a link, and it’s a real short video to welcoming them to your business. It’s an opportunity for them to get to know you in a brief time. Hardly anybody, if anybody, does that, and that’s pretty amazing. It’s an opportunity that others are not currently capitalizing on.

It’s just if you think about it, how can you build a relationship? If you don’t allow someone to get to know you, and here’s why that’s so important. Studies have shown that people’s attention span in the new world in the new media. Are only eight [00:05:00] seconds before they’re on to something else.  Especially when they’re looking at things. So, you have eight seconds to get someone’s attention. That’s pretty huge.  In other words, you need to get right to the point when you, him and ha and when you’re indecisive or you take forever to make someone get to know you or you add too many friction points, for instance, if you make it too difficult for someone to find you, they will move on to someone who doesn’t make it difficult.

Websites are great marketing tools, except for most people will spend about three to five seconds on your website, or what’s called the top of the fold. The very initial screen, you have to earn the next three to five seconds. What does that mean to you? That means that you need to be very intentional about your marketing. You need to be very intentional about how you interact [00:06:00] with others. When someone’s calling, you can’t afford a new client or new customer to go to your voicemail. You need to have a set up that gets them to a person right away that gets their contact information.

You can follow up immediately so that you can call them back if you’re not available or ideally that you talked to them yourself. Because an appointment made has significantly more value than a voicemail left.  Think about that if someone leaves you a voicemail. How long does it average that you get back to somebody if you get back to them at all?

Do you know what? In some instances, it’s two or three days? And law firms there’s been studies done that up to 60% of new business law firms leave money on the table because they don’t get back to them. That’s a pretty big deal.

In thinking about that in the context of your own business, when someone calls to purchase a service, if that’s the type of business [00:07:00] that you’re running, how quickly do you get back to them? What about a product? If someone is on your website, looking for products, we’re talking, e-commerce now. Then, if they’re on your website. How often do you follow up with them? Do you give them a reason to buy from you?  A lead magnet is a great way to get people to come back and buy from you. It’s a simple thing that odd, that starts building that relationship of trust.

I’d love to hear in the comments how many of you try to sell before you’ve established a relationship with your customer or before they are ready to buy. Or they don’t even know you. They’re not even interested in you. You’re losing out on so much business if you go in for the sale too soon. You haven’t earned it.

That’s the truth. What have you given them? As a reason to buy from you. So [00:08:00], when you’re thinking about marketing, the key is to recognize that marketing is intentional. It is not passive. Are you putting stuff on Facebook that lets people know that you’re operating a business?

I cannot tell you how many people fail to mention that they’re operating a business, and it will be years that they’re in business. And suddenly somebody’s, “Oh, I bought from Joe,” but I do that is usually the response. I do that same thing. Just use my parents’ examples: carpet cleaners.

If nobody knows that you’re a carpet cleaner, how can you expect your friends and family, people who are easy leads, and buy from you? It’s a conceptual thing. If no one knows you do business, and you’re like, “Oh, I don’t want to sell.” I don’t want them to feel like I’m pushing my product or service on them.

I’m not telling you to [00:09:00] shove it down their throats. I’m not telling them to sell every time. But, if no one knows you do it because you keep it hidden, then no one can buy you. That’s just a fact.  Do you tell them about the wins that you’ve had? Oh my gosh, this awesome thing happened, incredible something to them. You’re telling them about your life. You’re sharing your life.

That’s the best experience. That’s your success right there because now they see the achievements. For instance, I was nominated for the last two years for Super Lawyers. I’m not telling you this to pat myself on the back. As I tell that to people, I’m telling you that helps build that trust with them.  They recognize I’ve been given awards. I’ve accomplished things, and it’s not just about the award. It’s about building that trust, and they’re hanging on my wall right now as a way to remind me of the trust and the confidence that my clients have placed in me. So, I work extra hard.

[00:10:00] And I’ll tell you, there is nothing better looking at my Google reviews and the words in the language that people have used to describe their interactions with me. I work very hard to overcome the stereotypical perceptions of an attorney. That they are rude, or overpriced, or they bill you for everything. I have clients that love, and I work very hard for them.

When they need something small, no big deal, I don’t bill them for that because we’ve built a relationship where I know that when it’s something bigger or more significant, they will pay me for it.

Are you delivering the type of service that commands the type of price you want, or are you in a race to the bottom?

Because somebody will always do it cheaper. Or free, which is even worse. But that completely discounts the value that you bring.  It eliminates [00:11:00] that as a valuable human being, and the service you provide has value. I mentioned this in one of my previous episodes.  About the new potential client that asked me to that, how much I did something for. And he said, “well, so and so does it for cheaper.” And I’m like, okay, go hire them. I wasn’t going to do it for cheaper. And he was asking for an 80% discount. I have faith in myself, and I have faith in the work that I perform and the relationships that I build with my clients.

I’m worth every penny that I’m given in exchange for the work that I do. Marketing is relationship building. For instance, one thing that I do with new clients is I send them a gift. Because I want them to know that I sincerely appreciate them coming to me, hundreds of attorneys, and they chose me. And I don’t take [00:12:00] that that choice lightly. I don’t take the opportunity to serve someone lightly.

When you’re looking at what you’re doing as a business, consider that you decide and make that something important to you is your relationship. For instance, let’s talk about some more commercial businesses when you go to a Nordstrom’s, oh my gosh. They treat you like royalty. It’s amazing. Who doesn’t like being treated like that? You could be walking in off the street in your grubbiest clothes, and I have never been into Nordstrom’s, and they’ve treated me anything, but like a king. How many stores can you say that about now? I’m not saying they were perfect. I’m not saying they did that all the time, but most of the time, right? Like a good 80 to 90% of the time.

Now take that same approach with Walmart. You walk into [00:13:00] Walmart, and you’re lucky that if someone even greets you, much less offers to help you.  Half the time when you’re walking in Walmart, not only are you not getting the service that you deserve, you need, but they don’t even know themselves. How many times have I walked in there, and I’ve needed something, And I’m like, Hey, where is this?

And the person’s “Oh, it’s down the aisle, such and such.” They just moved the aisles. And I’m wasting time looking for this thing because they did change the aisles and I don’t know the aisles. So how can I possibly be expected to know where everything is and because they moved it? It now takes me significantly longer to get through Walmart, to get through shopping.

Here’s another great example, Costco. Costco has a fantastic return policy. You buy something at Costco you don’t like, and [00:14:00] almost without fail, you can return it, now since COVID-19 has happened, that’s a necessarily a thing of the past, but they did say that they won’t accept back certain things. And that was because of the people that bought it and were hoarding and just, that type of thing made bad choices they’re not accepting everything back, but for the most part, if you buy something from Costco, you’re going to be able to return it. And, even if it’s partially used, this is something that always blew my mind if you get through some of the product, and it’s terrible, and it’s supposed to be good. They’ll take it back. They don’t even care. Now contrast that with many businesses. Target’s a little better than Walmart, but, and I’m not dissing Walmart for the sake of they’ve got. Affordable prices, people go there. It’s not a wild place to spend your money. But their level of service, right? You don’t go to Walmart because you’re expecting to be served well. You go to Walmart because it’s [00:15:00] cheap. Because it’s fast or not, even then, they’ve made self-service the norm, and they have very few cashiers, and that affects.

Interestingly enough, it takes you longer. To do self-service than it does for the cashier to do the work. You spend more time there because of self-service. Interestingly enough, it’s true. You might think it’s faster because you’re doing it.

But in reality, it’s the person; the cashier is doing it much faster than you are. So your service is your marketing because once people know, like, and trust you. You’re going to get more business. Luria Petrucci from live streaming pros.com. Another shout out now I’m shouting out to these people not because they’ve offered me anything, but because there are people that have influenced me [00:16:00] and that have helped me build my business. And then it helps me build my confidence. And one of the reasons I’m able to go through and do this podcast is that Pat Flynn, another excellent source for starting your podcast if that’s something that you’re going to do.

But Luria Petrucci is a fantastic person. And one of the things that she talks about in that many authors speak of is that anything you can do to build your know, like, and trust is going to help your marketing because it’s an intentional relationship with someone who can purchase your product or service.

In a previous episode, we talked about you don’t market to somebody who can’t afford your product, and I don’t mean that to say that you shouldn’t have relationships with them and build relationships with them. If you’re selling a Lamborghini, you’re not going to be selling to the lowest bidder a half a million-dollar car?

A hundred-thousand-dollar car?  You just can’t, you can’t market to everybody, right? [00:17:00] You’re wasting your time. You’re wasting your energy. You’re wasting your money. And so, finding your niche and some people call it Nishan. There are all sorts of different versions. But finding your people, your tribe, and finding people who are your people like you guys are my people. Like I grew up as an entrepreneur, and that’s why I became who I am a son of a carpet cleaner, son of an upholstery repair person, a vinyl repair person.  I think we did Amway. I know my mom did Avon. There are so many different things that my parents did growing up that I couldn’t help but see the value of helping entrepreneurs.

In building businesses. But the problem is, is so many entrepreneurs do it unintentionally, or they’re just hoping for the next phone call, and that’s okay. Sometimes, but it’s not okay if you plan to stay in business; you need to have intentional relationships with people in your niche.

And that takes effort. That takes [00:18:00] consistency over time. That takes people to have the opportunity to get to know you and your business and getting to know you in a way that they feel comfortable purchasing your product. And sometimes, for a $5, nothing. That can mean very little time that it takes.

Little wins such as a bit of book and a short eBook, right? Say an eBook on parenting.  That you sell for ten bucks, it doesn’t cost you much to do, and you can then market that, and people are going to buy that book. Because they’re going to see the value in it, and it’s not a huge price point versus a Lamborghini. You need to have some built relationships, healthy relationships. The same thing goes with me as an attorney, right?

I don’t get the quick things I have to go and build relationships and spend time getting to know my clients and their needs before they’re [00:19:00] willing to hire me. Because it’s not cheap to hire an attorney. Okay. So, your relationship has to be based. Mainly on the proportionality of the product. So, if it’s a less expensive product, then, by all means, do your thing. Do brief advertising, and you can make good money that way. There’s nothing that says that you have to be cheap as a person. If you get a million people to buy a penny object, you’ve got some money there, right?

It doesn’t matter. You just have to market it accordingly. If you’re going for quality instead of quantity, think Nordstrom’s right. Then yeah, your prices will be a little higher, and it’s going to be more discretionary.  Unfortunately, in economics, you’re going to run the risk of being a luxury good. This means that as the economy changes, then the demand for your products will change as well [00:20:00]. It’s going to lower or increase depending on the expansion or contraction of the economy. But you talk about inelastic good, which is a fancy way of saying something you have to have. Think water, right? You can’t do without water or food.  You can’t live without food.

When you consider all of those things, depending on where you’re at, like bread, we’ve talked about bread before. If you’re making bread if that’s your thing, if that’s what you’re selling or food of some sort, then how do you differentiate yourself?

How do you make yourself look better than the others? And so, to build that know like, and trust. It used to be that you had to have a Yellowpages and a white page’s ad, and the bigger the ad, the more expensive it was; I sold those ads. Okay. Not to date me too severely there.

But I actually was on the phone telling people to buy these ads, and a lot of times it was a renewal, and then other times they were like, am I really [00:21:00] getting any money on this? And so, I sold ads to the phone book. And the reality was that it’s a dying or dead medium now, you can still be listed on yellowpages.com, but it’s not the same thing, but it used to be that’s how simple it was to get business. It wasn’t trackable. It wasn’t targeted. But you could do there were other ways like advertising in the newspaper or advertising to specific journals. Still, now we’ve gotten to the society where if you only have eight seconds to get someone’s attention, what are you doing to get their attention? Do you have a good hook? Are you having a reasonable length of time that you’re talking with them?  Is it something where you’re building these relationships because you have to get them interested in six seconds or eight seconds or five seconds, depending on what you’re using? But to keep them interested. You got to keep thinking and okay. What’s [00:22:00] about the next 10 seconds? What about the next five seconds? How will I get those next moments for their attention to stay with me so that I can build this relationship with them?

Because otherwise, what happens is somebody gets bored. They click off your channel, or they can click off your page, or they click off your video, and you don’t know if they’ll ever come back. I can YouTube. It’s a pretty big deal for people to get subscriptions. And because that relates to how quickly you can get Google ads.

And it also relates to watching time. Google people spend more time there, so as you have more relevant content, they’re going to promote your channel more. And when you rank for a video, they’re going to do it. Think of this; YouTube is a free platform that did not exist, not that long ago.

Where you can build a business, whether it be a local business or an eCommerce business. Several other types of businesses all online. [00:23:00] For free. They’ll even pay you. that’s amazing. Talk about a big difference between purchasing a Yellowpages ad was like a hundred dollars a month or more.

And you had no idea whether you’re going to get an ROI on that, and you couldn’t tweak things. It was once it was in the published book.  That was it. You’re done. You didn’t get to change it. Mid thing, that phone book would come out, and for a year, you had where you were stuck with that ad. And if it was a great ad, you had good money.

If you had a terrible ad, you were screwed, and that was a lot of money out of your pocket for not a very good ad.  I mean, imagine 1200 dollars, and you’d never know what’s going to happen with it, at a minimum, and that was for a cheap ad. We’re not talking half page, that type of thing. And here’s the next part of it.

Yellow pages, ads don’t help people know that you are credible. Because all it does is tell you about you. You haven’t [00:24:00] provided enough value to allow people to see your worth. It’s without fail whenever someone is struggling. Relate it to value. Have I provided enough value to this person for them to hire me?

Sometimes there are some clients where I have to spend more time with them before they hire me. And that’s okay. Because then there’s other times where people trust me, not instantaneously, but they trust me because they’ll see my awards or see my YouTube videos. So, they’re here on my podcast.

And they’ll trust me because they’ve seen me already and so it’s very little work to do at that point. I don’t have to work hard because I’ve already done the work. But if you haven’t done the work, then you’re never going to get what you’re expecting. That kind of brings me to where I want to conclude if you struggle [00:25:00] with your business.

Look at your relationships. Are you building relationships with your customers and clients? Or are you just trying to get the next sale? People can tell. I guarantee you if you think that you’re not, or that you’re selling too hard, or if you believe that it’s not transparent when someone is just trying to go onto the next sale, you’re sadly mistaken. Now, sometimes that’s okay if it’s a discrete transaction.

When it’s something small, but if you’re honestly trying to build a business, especially a local business, attorney, plumber, you name, it comes down to how well they know, like, and trust you. So, I would encourage you to put that into your marketing plan, build those relationships, and help people see your value.

Be willing to do what it takes to help them understand that you are worth the money that they’re expecting to [00:26:00] pay. Because if you think about it, the only reason why someone should pay you to do something is if it’s less expensive. Either time, frustration, or money to do something.

If I could learn it myself, then what’s keeps me from just learning it myself? I would rather pay someone else to do certain things because that’s not my forte. But if they’re so expensive, and they haven’t shown me their value yet then, I won’t spend the money. But if they’ve shown me the value.  And it’s comparable, right? The value has to be equivalent to the service that they bring in the amount of money that it is. And here’s the problem. So many people say, Oh, we’re increasing our prices.

But have you shown me any more value, or are you just increasing your prices to lighten your load? And if the answer is you haven’t shown me any more value, you’re just doing it to lighten your load. [00:27:00] Then you’ve failed, and I’ll be honest with you. I’m more likely than not going to hire you.

I wanted to end with letting you know there will be guests on the podcast. I’m working on getting them. There’s going to be some fascinating people here: an estate planning attorney, a tax attorney, and a real estate broker. They’re all coming up. I want you to know that this will be something that’s going to help you build your business. And help you level up.

We’re going to talk about automation. That will be my next episode, where we talk about automating your business so that you can work on your business instead of in your industry. Because if you can automate something, imagine being able to spend more time with your clients or the things you love instead of spending time on the things you don’t love. So, until next time, we’ll talk to you later. Have a great day.

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