Full Transcript for Stop Talking About Yourself & Fix Your Marketing Messaging | CEO Lounge EP 11

Uh-huh. 00:04:03.759 --> 00:04:05.439 You know, we've been to so many different places. 00:04:05.520 --> 00:04:12.719 We filmed in so many areas, we filmed actually on the runway, you know, at a major airport where you have to have certain clearance. 00:04:12.800 --> 00:04:16.480 And, you know, we've been on top of buildings and all these types of things. 00:04:16.560 --> 00:04:21.519 So we have all these amazing stories that we can tell as far as where we've been and where we filmed. 00:04:21.680 --> 00:04:21.920 Yeah. 00:04:22.160 --> 00:04:25.199 Okay, that's great, but that's more exciting to us. 00:04:26.079 --> 00:04:29.360 That's something great for an internal video, something that we would love. 00:04:29.600 --> 00:04:33.279 The client really isn't into that, is into that as much. 00:04:33.360 --> 00:04:37.519 You know, you want to focus on what is gonna help them with their business. 00:04:37.680 --> 00:04:39.839 How can you help them with the problems that they have? 00:04:40.000 --> 00:04:42.480 Yes, those are the things you want to focus on. 00:04:42.800 --> 00:04:49.920 So, why do you think brands so often make this mistake of like making themselves the focus of their marketing? 00:04:50.160 --> 00:04:50.480 Yeah. 00:04:50.639 --> 00:04:52.720 You do it because because it feels good. 00:04:53.040 --> 00:04:54.000 You know, it feels good. 00:04:54.079 --> 00:04:59.439 You wanna you wanna see yourself, you wanna some of it, some of it's conscious, some of it's subconscious. 00:04:59.680 --> 00:05:03.120 You know, we all you know want to see ourselves in lights and whatnot. 00:05:03.279 --> 00:05:18.399 And and you know, you I know one time when um I was shown a video as a concept, and you can see the CEO, and he, you know, walks in the dark room and he sits in the chair and he like lifts his head up, and you know, he's just talking about the business and whatnot. 00:05:18.480 --> 00:05:20.879 And I was like, man, okay, that looks really cool. 00:05:21.040 --> 00:05:27.600 Yeah, it's directed phenomenally, yeah, but is that what the customer ultimately wants to see? 00:05:28.319 --> 00:05:30.079 No, not not as much as you you think. 00:05:30.639 --> 00:05:33.439 So a lot of it is because of that, and it's it's just natural. 00:05:33.600 --> 00:05:42.959 It's natural to try to, you know, talk about yourself and and you you know build that credibility by showing that you've been in all these different situations when it's really not about that. 00:05:43.040 --> 00:05:44.079 So it's it's it's a natural. 00:05:44.480 --> 00:05:51.600 So it would it be fair to say maybe it's even like a harsh reality or harsh truth to a business owner or to a company like people don't care about your story that much. 00:05:51.759 --> 00:06:00.720 Yes, they care about their story and the role that you will play in their story, exactly, but they need to be able to envision themselves like what you're gonna do for them. 00:06:00.959 --> 00:06:01.199 Exactly. 00:06:01.279 --> 00:06:07.199 They they care more about making money, they care more about you fixing the problem that they have, you know, the crisis there. 00:06:07.600 --> 00:06:08.879 That's what they care about. 00:06:09.199 --> 00:06:11.759 So therefore, those are the things that you want to talk about. 00:06:12.000 --> 00:06:12.319 Yeah. 00:06:12.480 --> 00:06:12.800 Yeah. 00:06:13.279 --> 00:06:28.160 We we've discussed this in previous episodes too, where it's we're talking about like the quality of your marketing, or even when we were talking about branding and creating the logo and all the stuff, like what was more important, the way that the aesthetics or or the value behind it. 00:06:28.319 --> 00:06:28.560 Right. 00:06:28.800 --> 00:06:30.079 Aesthetics are important. 00:06:30.639 --> 00:06:38.319 People should go on your website or on your pages and see clear images of you, clear images of your team, clear what you've done. 00:06:38.560 --> 00:06:38.639 Right. 00:06:38.959 --> 00:06:40.720 But they need to be able to see themselves. 00:06:40.879 --> 00:06:44.480 They need to be able to see that you're gonna fix a problem for them. 00:06:44.879 --> 00:06:45.360 Yes, yes. 00:06:45.439 --> 00:06:58.879 If if they have an issue with, you know, um a drainage issue or, you know, whatever, whatever the issue is, if they have an issue with delivery time, yeah, if it's something that they need in three days, you know, then that's what they're searching for. 00:06:59.040 --> 00:07:03.439 They're searching for somebody that can do that project within that period of time. 00:07:03.600 --> 00:07:07.759 Um, whatever issue they they have had, that's what they're looking for. 00:07:07.839 --> 00:07:10.000 And oftentimes we don't address that. 00:07:10.160 --> 00:07:19.839 So like as a result of looking at it through that lens, we learned we were able to reminisce on so many things that we had actually forgotten by looking at it that way. 00:07:20.240 --> 00:07:21.600 So, yeah, it was very, very interesting. 00:07:22.319 --> 00:07:34.000 One call that we had a couple um like weeks ago, and I I remember we were kind of talking about examples of this, even like for something so simple as let's say a web developing company, where it's like instead of going like we develop websites, right? 00:07:34.240 --> 00:07:49.040 Do you say we do this and like I don't know, we take away the hassle from you trying to like one thing that even in social media management, instead of going like I manage your social media, it's like one of a line that I love to use is like you signed up to be a business owner, not a content creator. 00:07:49.279 --> 00:07:50.079 Yes, that's a great thing. 00:07:50.240 --> 00:08:01.360 And I love using that line because it's like I'm not just telling you you I'm a social media manager, I'm telling you I can take this burden away from you because you didn't sign up to be a content creator, you signed up to be a business owner.

00:08:01.600 --> 00:08:03.759 And you're you're giving them more time back in their day. 00:08:03.920 --> 00:08:04.160 Yes. 00:08:04.319 --> 00:08:06.480 You're giving them more time to do the other things that they need. 00:08:07.120 --> 00:08:07.519 Show them that. 00:08:07.680 --> 00:08:08.000 Exactly. 00:08:08.160 --> 00:08:09.279 Instead of talking about yourself. 00:08:09.439 --> 00:08:09.680 Exactly. 00:08:09.839 --> 00:08:11.360 And I see too many people talk about themselves. 00:08:11.759 --> 00:08:12.399 And that moves the needle. 00:08:12.480 --> 00:08:14.560 It's like, okay, yeah, I need more time in my day. 00:08:14.720 --> 00:08:15.920 Okay, how are you gonna do that? 00:08:16.000 --> 00:08:21.120 You know, showing those things versus, okay, everybody, you know, has been in business for a certain amount of time. 00:08:21.199 --> 00:08:22.800 Everyone hopefully is an expert. 00:08:22.959 --> 00:08:32.720 You know, another, another, I won't say pet peeve, but another mistake that a lot of people make is focusing on things that are obvious that you should be doing already. 00:08:33.519 --> 00:08:34.879 What's a great example of that? 00:08:34.960 --> 00:08:36.320 That's the whole customer service. 00:08:36.480 --> 00:08:38.799 Oh, our customer service is second to none. 00:08:38.879 --> 00:08:39.279 It's great. 00:08:39.440 --> 00:08:40.159 That's important. 00:08:40.320 --> 00:08:40.559 Yes. 00:08:40.720 --> 00:08:44.320 And customer service is lacking in today's day and age, yes. 00:08:44.639 --> 00:08:47.039 But that cannot be your calling card. 00:08:47.120 --> 00:08:55.279 That can't be the main thing that you do because okay, what service, you know, how what else are you bringing to the table other than customer service? 00:08:55.440 --> 00:08:56.559 So it kind of falls in that as well. 00:08:56.799 --> 00:09:02.720 So the mistake that you may be making, right, it's number one is that you may be focusing too much on yourself. 00:09:03.200 --> 00:09:06.399 You are making the company the hero, but the customer should be the hero. 00:09:06.480 --> 00:09:06.639 Right. 00:09:06.799 --> 00:09:18.799 So you're making either your business name the hero, or you as the owner the hero, or even you're hyping up your service, but you're only describing what the service is, you're not describing what it does. 00:09:19.200 --> 00:09:19.440 Exactly. 00:09:19.600 --> 00:09:21.600 And you need to make them the hero. 00:09:21.840 --> 00:09:26.480 They need to feel like they are talking directly to me. 00:09:26.720 --> 00:09:27.919 I see myself. 00:09:28.399 --> 00:09:32.000 So why do businesses struggle to communicate clearly? 00:09:32.080 --> 00:09:40.320 Because I think that there is a problem, and you're people are making mistakes with talking too much about themselves, but also they're overcomplicating their messaging. 00:09:40.399 --> 00:09:40.639 Yeah. 00:09:40.799 --> 00:09:45.759 And they're not making it easy to just understand for somebody to make a decision. 00:09:46.080 --> 00:09:47.120 That's just as critical. 00:09:47.200 --> 00:09:49.039 And so it has to be crystal clear. 00:09:49.200 --> 00:09:54.799 One of the reasons why it's not crystal clear is because you're trying to jam too much into the message. 00:09:55.120 --> 00:09:59.279 You're trying to say that you deliver eight things when you really need to focus on one. 00:09:59.679 --> 00:10:02.240 That's the that's really the what it comes down to. 00:10:02.480 --> 00:10:06.399 Because you can't articulate eight amazing services that you offer. 00:10:06.480 --> 00:10:10.559 So there's a lot of uh examples that I that I can um give you with that. 00:10:10.799 --> 00:10:17.200 But one in particular is think of search engine optimization with your home page of your website. 00:10:17.519 --> 00:10:18.720 That's probably the best example. 00:10:19.120 --> 00:10:31.200 Even though as a company, you may offer five different services, you can only rank high for there's every page focuses on one particular phrase. 00:10:31.279 --> 00:10:31.679 Yeah. 00:10:31.919 --> 00:10:38.639 And so I I would always get when we used to do search engine search engine optimization, yeah, I would always get a piece of paper from the client. 00:10:38.720 --> 00:10:44.080 They'd say, okay, these are all the phrases and all the words that we want to be on the first page of Google for for our homepage. 00:10:44.159 --> 00:10:45.679 And I'm like, okay, we'll pass it back. 00:10:45.759 --> 00:10:47.120 We'll go ahead and pick one. 00:10:47.279 --> 00:10:47.600 Yeah. 00:10:48.000 --> 00:10:52.480 Yes, yes, that that's what all the other pages of your website are for. 00:10:52.639 --> 00:10:52.799 Yep. 00:10:53.120 --> 00:10:56.559 Are are for you to then rank for all those these different words. 00:10:56.639 --> 00:11:01.919 So okay, if you want to rank rank for that phrase, we'll build a page for that, we'll build a page for the other one. 00:11:02.000 --> 00:11:02.159 Yeah. 00:11:02.480 --> 00:11:05.200 But each page has to have a focus on its own. 00:11:05.360 --> 00:11:08.080 So similar to a campaign, right? 00:11:08.240 --> 00:11:09.039 Yeah, okay. 00:11:09.200 --> 00:11:18.399 If you have three or four services that you really want to get out there, then you need to have different campaigns or different pieces of collateral of messaging for those to really be impactful. 00:11:18.559 --> 00:11:18.879 Yes. 00:11:19.039 --> 00:11:22.399 But you need a specific focus in order for people to get it. 00:11:22.559 --> 00:11:26.000 Otherwise, if you try to tell them four things, they're gonna come away with nothing. 00:11:26.240 --> 00:11:33.679 Just like when my wife tells my son, you know, when when she gives him the rapid fire, five instructions, five things to do when he goes upstairs. 00:11:33.759 --> 00:11:36.559 And by the time he gets up there, he'd not remember any of them. 00:11:37.039 --> 00:11:38.480 Because it was it was it was too much.

00:11:38.879 --> 00:11:39.600 Yes, yeah. 00:11:39.759 --> 00:11:44.000 Because so even if you offer like three, four services, pick like the main one. 00:11:44.639 --> 00:11:48.320 And this is, unless if you're gonna do one campaign, if you're gonna do multiple, of course. 00:11:48.480 --> 00:12:07.679 But like let's say, like if you're struggling with your messaging, you need to really, really simplify it, maybe pick one, the one that you really, really want to like, I don't know, advertise or the one that you really and and get to know that service so well, so well, that you don't only know how to describe it to people, but you know how to tell them what it's gonna do for them. 00:12:08.240 --> 00:12:13.279 Because I think I see that so much where it's like, oh well, this is the this service is da da da da. 00:12:13.679 --> 00:12:17.600 And what we do is that, I don't know, I know nothing about plumbing, but I'm gonna use it as an example. 00:12:18.399 --> 00:12:18.559 Right? 00:12:18.639 --> 00:12:33.279 Like, but I can just imagine where some if if a plumber is explaining to me, like, well, first we're gonna, we're gonna put the drain, we're gonna pour this in the drain, and then we're gonna take this out, and then we're gonna take apart your like I as somebody who knows nothing about plumbing, I'm like, I don't care about any of that. 00:12:33.440 --> 00:12:33.519 Right. 00:12:33.679 --> 00:12:40.240 But if he's like, in 10 minutes I can get your ring out of there because you lost your ring in the sink, I'm like, beautiful, that's all I care about. 00:12:40.399 --> 00:12:42.000 I don't need you to explain to me. 00:12:42.240 --> 00:12:44.080 You you care about that, right? 00:12:44.240 --> 00:12:47.679 But like as the consumer, I just want to know you can fix my problem. 00:12:48.159 --> 00:12:52.879 I don't even I don't care to know how you're gonna do it sometimes, just that you can prove to me that you're gonna do it. 00:12:53.039 --> 00:12:53.279 Right, yeah. 00:12:53.600 --> 00:12:56.480 So like just simplify that messaging. 00:12:56.720 --> 00:12:56.960 That's it. 00:12:57.360 --> 00:13:07.519 Okay, so the mistake you are either comp overcomplicating your message or you're making it way too much about the company or the service itself. 00:13:07.600 --> 00:13:07.759 Yeah. 00:13:08.080 --> 00:13:09.039 Or you're doing both. 00:13:09.200 --> 00:13:09.360 Right. 00:13:09.600 --> 00:13:12.399 So then here's how to fix it, how to fix this. 00:13:12.720 --> 00:13:16.799 So what changes when you stop making yourself the focus of the brand? 00:13:17.120 --> 00:13:20.960 Man, it it's like a whole new world opens up. 00:13:21.519 --> 00:13:34.240 When when you start focusing on the customer and why they hire you in the first place, when you start focusing on the things that they say to you that they like about doing business with you, a whole new world opens up. 00:13:34.320 --> 00:13:36.559 It's similar to a closet. 00:13:36.639 --> 00:13:42.159

You know, you think you have a lot of clothes because you go from what I hear what you tell me, shop, shop a lot. 00:13:42.399 --> 00:13:42.879 I do. 00:13:43.120 --> 00:13:45.360 Um so call me out. 00:13:48.480 --> 00:13:49.279 That's right. 00:13:51.120 --> 00:13:57.840 But my point, my point with that is, you know, so if if you were to throw some things away, right? 00:13:58.000 --> 00:14:03.039 Yeah, you might discover some things that you didn't even realize that they were there. 00:14:03.360 --> 00:14:04.879 I've even did that, done that before. 00:14:05.120 --> 00:14:14.879 Like I've I've gone to the side, I was like, man, I really need a red, you know, button-up, you know, a burgundy button-up shirt that goes with this jacket or whatever. 00:14:15.200 --> 00:14:21.679 And I get home and I see that I already have something very similar to that that I could have avoided. 00:14:22.000 --> 00:14:29.039 You know, and so because it was just too much, I wasn't looking in the right places, it was just too cluttered and whatnot. 00:14:29.360 --> 00:14:31.200 And so it just brings clarity. 00:14:31.440 --> 00:14:35.279 Just like when we were brainstorming the other day about our video and what we were gonna do. 00:14:35.440 --> 00:14:48.879 Yeah, once we looked at it from a different lens and we started started looking at it from why clients work with us and some of the problems that we've solved before, yeah, then we started remembering projects that we had forgotten. 00:14:48.960 --> 00:14:49.440 Yeah. 00:14:49.919 --> 00:14:51.440 Because we were looking at it that way. 00:14:51.840 --> 00:15:00.559 Like we have a client that called us, you know, and needed something in less than a week, needed this elaborate video, needed to come by our office, needed to film. 00:15:00.799 --> 00:15:03.440 We had all these different fees that we had to connect to. 00:15:03.519 --> 00:15:05.039 Like it was it was impossible. 00:15:05.120 --> 00:15:10.080 And he said to me verbatim when he called, like, this is a job for TNT, because TNT creative group is our company. 00:15:10.159 --> 00:15:10.240 Yeah. 00:15:10.399 --> 00:15:11.919 It's like this is a job for TNT. 00:15:12.080 --> 00:15:16.639 I'd forgotten about that project until we started to think about it through that lens. 00:15:16.799 --> 00:15:17.039 Yes. 00:15:17.279 --> 00:15:17.679 So yeah. 00:15:17.919 --> 00:15:18.240 Yeah. 00:15:18.480 --> 00:15:20.720 So what should businesses talk about instead? 00:15:20.799 --> 00:15:25.360 I guess we've already kind of mentioned it, but if we could like, yeah, I don't know, maybe just simplify it for the viewer. 00:15:25.759 --> 00:15:26.559 Just give you some examples. 00:15:26.639 --> 00:15:28.000 So just look at different industries. 00:15:28.159 --> 00:15:36.799 So um, like one, the uh a client that I use to order all my business cards is a client that delivers them literally in 24 hours. 00:15:36.960 --> 00:15:42.960 Like, if you order before a certain time, the shipment will be out the very next day. 00:15:43.120 --> 00:15:43.360 Yes. 00:15:43.600 --> 00:15:45.039 That's that's their calling card. 00:15:45.120 --> 00:15:46.480 That's what they promote. 00:15:46.639 --> 00:15:51.200 That's that that's how I found them because I was in a pinch where I needed cards right away. 00:15:51.279 --> 00:15:51.519 Yes. 00:15:51.759 --> 00:15:52.799 That's how I found them. 00:15:52.960 --> 00:15:53.519 That was it. 00:15:53.600 --> 00:15:54.480 That's an example. 00:15:54.639 --> 00:16:00.799 Um, for us, you know, with TNT, something that we get told all the time is man, you know what? 00:16:00.879 --> 00:16:05.440 I can throw you an idea that I don't even, it's like half baked. 00:16:05.519 --> 00:16:06.879 I don't even fully have it together. 00:16:07.200 --> 00:16:11.679 And you somehow are able to compute it and like give me exactly what I want. 00:16:11.840 --> 00:16:12.480 Yes, yes. 00:16:12.720 --> 00:16:15.120 Um, that those are the types of things that come out with that. 00:16:15.200 --> 00:16:18.960 So Harold, the gentleman that that edits these videos, shout out to you, Harold. 00:16:19.120 --> 00:16:21.679 Um, he we we call him Harold GPT. 00:16:21.840 --> 00:16:22.000 Okay. 00:16:24.320 --> 00:16:25.360 We call him that. 00:16:25.519 --> 00:16:27.679 And that that that's his nickname with the client. 00:16:27.840 --> 00:16:28.080 Okay. 00:16:28.399 --> 00:16:34.399 You know, because they're like, oh man, you know, we just know he's somehow gonna give us what we want and we don't even know what we want. 00:16:34.559 --> 00:16:34.720 Yeah. 00:16:34.960 --> 00:16:38.240 That's a skill, that's why, that's why clients keep coming back to me. 00:16:38.559 --> 00:16:46.240 I love that because I think a question that I've been see hearing a lot lately in just like almost any field, but it's like, how do I stand out in an oversaturated field? 00:16:46.399 --> 00:16:48.080 How do I stand out in an oversaturated field? 00:16:48.159 --> 00:16:57.360 Okay, there's there is so many currently, uh, so many web developers, so many uh video uh marketing agencies, there's so many. 00:16:57.519 --> 00:16:59.759 I mean, we don't even have to just talk about marketing, right? 00:16:59.840 --> 00:17:02.720 Like hair salons, restaurants, all this stuff. 00:17:02.799 --> 00:17:02.879 Yes. 00:17:03.200 --> 00:17:04.160 What separates you? 00:17:04.240 --> 00:17:07.039 It's one, that thing that you do for them. 00:17:07.119 --> 00:17:14.000 So it's like what whatever industry you may be in, whether even if it's a hair salon, it's not just, oh, we do hair. 00:17:14.160 --> 00:17:15.200 Everybody knows that. 00:17:15.279 --> 00:17:17.039 And that's just you talking about the business. 00:17:17.359 --> 00:17:17.599 Exactly. 00:17:17.759 --> 00:17:19.599 That's just you talking about what hairstylists do. 00:17:19.759 --> 00:17:20.559 It's they do hair. 00:17:20.720 --> 00:17:21.119 Exactly. 00:17:21.279 --> 00:17:27.200

But whatever your tagline may be that makes the customer feel like, oh, they're gonna do this for me, right? 00:17:27.279 --> 00:17:30.160 Like, whether it be something like that, like something very quick. 00:17:30.319 --> 00:17:30.559 Yes. 00:17:30.720 --> 00:17:34.880 Uh like uh, you know, not even we make you feel pretty, because like, oh, thank you. 00:17:35.119 --> 00:17:38.079 Something like we'll get you in and out in 30, 40 minutes. 00:17:38.400 --> 00:17:43.759 Which is that's very important because how long are you stuck sometimes at the hair salon and you gotta get the work. 00:17:47.920 --> 00:17:49.680 That would immediately grab my attention. 00:17:49.920 --> 00:17:52.640 But what happens, and we've talked about this in previous episodes too. 00:17:52.960 --> 00:17:56.079 When you know your ideal client, you know how to reach out to them. 00:17:56.240 --> 00:17:56.559 Exactly. 00:17:56.640 --> 00:18:05.759 So, and then you and you know exactly who you want as your client, you know exactly like what they want, exactly, what they need, the words that you can use that they're like, oh, that's for me. 00:18:06.000 --> 00:18:06.319 Exactly. 00:18:06.559 --> 00:18:10.799 But that's where you have to get to know your ideal client because if not, you're just gonna be talking about yourself. 00:18:11.119 --> 00:18:12.559 And people are like, thanks. 00:18:12.799 --> 00:18:21.839 We had a we're based out of Raleigh, North Carolina, and we had a client fly us to Montreal, Canada to film a series of interviews. 00:18:22.559 --> 00:18:24.880 Now, they could have found somebody that was there. 00:18:25.039 --> 00:18:25.359 Yeah. 00:18:25.519 --> 00:18:25.839 Right. 00:18:26.160 --> 00:18:34.559 But we were interviewing, you know, very, you know, doctors that had very little time, yes, that were at a big conference. 00:18:34.720 --> 00:18:34.960 Yes. 00:18:35.119 --> 00:18:36.319 They could not be there. 00:18:36.559 --> 00:18:42.559 All we had to do, we needed to put the mic on them, do maybe one sound check, and we need to be out of there. 00:18:42.720 --> 00:18:42.960 Yes. 00:18:43.119 --> 00:18:48.079 And we got there like, you know, a day early just to set all this up to make sure we had no issues. 00:18:48.240 --> 00:18:48.480 Yes. 00:18:48.640 --> 00:18:51.519 Uh, and they were willing to pay to make sure that. 00:18:51.759 --> 00:19:01.039 So they went with us because they knew us, they knew we could do it, and they were not willing to risk, you know, working with somebody else that would not have those doctors in and out of there. 00:19:01.200 --> 00:19:02.640 So yes, I love that. 00:19:02.720 --> 00:19:06.079 And and again, that problem solving because that's what people want. 00:19:06.160 --> 00:19:08.079 They want somebody to come in and solve their problems. 00:19:08.480 --> 00:19:11.680 So, what is the role of a business in the customer's journey? 00:19:12.559 --> 00:19:18.000 So it's to, so it depends like if it's B2C or B2B, business to business or business to consumer. 00:19:18.079 --> 00:19:22.799 So if it's business to consumer, if it's for an individual, enhancing a quality of life. 00:19:22.960 --> 00:19:23.119 Yes. 00:19:23.359 --> 00:19:28.880 So I'm at the hairstyline, get me, get, get me in and out so I can get back to other things that I need to do. 00:19:29.039 --> 00:19:29.200 Yeah. 00:19:29.359 --> 00:19:34.000 Um, you know, if you're doing something with my home or whatnot, you know, or whatever. 00:19:34.160 --> 00:19:40.319 Usually B2C services or products are geared towards making your quality of life better. 00:19:40.799 --> 00:19:46.799 Um, if it's business to business, it's about show me the money, you know. 00:19:47.119 --> 00:19:53.839 Um help me make more money, give me more time so I can make more money, but you better be impacting my bank account. 00:19:54.000 --> 00:19:54.160 Yes. 00:19:54.319 --> 00:19:55.920 Or else you have an expiration date. 00:19:56.160 --> 00:19:56.480 Yep. 00:19:57.039 --> 00:20:19.279 I love that because when also when you understand your place in their life, when you understand, like, so for instance, if it was uh B2C, right, like enhancing this quality of life, when you understand that's your place in their life, it's not so much that it's like they are the customers here to help you make money internally. 00:20:19.359 --> 00:20:20.799 Yes, that's a whole different conversation. 00:20:20.880 --> 00:20:30.400 But when you understand you're you're you can only make money if you are understanding your role in their life and you are providing something that is going to enhance their quality of life in whatever area it may be. 00:20:30.720 --> 00:20:38.000 It is in whatever area it may be, whether, yeah, it's a service or just giving somebody back their time or you know, all that stuff. 00:20:38.240 --> 00:20:42.000 But when you understand that, you want you can clear up your messaging. 00:20:42.400 --> 00:20:52.799 But what I'm hearing over and over again is also this like you can you can only clear up your messaging by truly knowing who your ideal client is. 00:20:53.279 --> 00:20:58.640 Like you absolutely you will not be able to make it as clear as possible if you haven't done that homework first. 00:20:58.880 --> 00:20:59.279 That's right. 00:20:59.519 --> 00:21:01.920 So that's um I love to hear that. 00:21:02.000 --> 00:21:14.400 What okay, how do you build trust with with a a client or yeah, so to twofold to this, um, you build trust by following through and following up. 00:21:15.200 --> 00:21:15.519 Okay. 00:21:15.759 --> 00:21:21.920 So following through meaning you have to come through, you have to deliver whatever it is you're supposed to deliver for them, you have to deliver it. 00:21:22.240 --> 00:21:24.160 And then make sure you follow up with them. 00:21:24.640 --> 00:21:32.240 If you do that, then you have an advocate, and that's how you build trust because now you have customers that can tell your

story. 00:21:32.400 --> 00:21:32.559 Yes. 00:21:32.720 --> 00:21:38.400 And like with our video, we ultimately decided, hey, we're gonna have our customers tell the story of TNT. 00:21:38.880 --> 00:21:42.079 I hope you don't hear a word from me in that video. 00:21:42.559 --> 00:21:47.200 I want it to fully be narrated by all the interviews that we're gonna do with our customers. 00:21:47.519 --> 00:21:52.000 How much more powerful is that if all the voices that you hear are from our customers? 00:21:52.160 --> 00:21:52.319 Yes. 00:21:52.559 --> 00:21:57.279 I can sit here and tell you it's great all day long, I'm biased, I have a vested interest. 00:21:57.680 --> 00:22:01.039 But if somebody else is saying it, It carries way more weight. 00:22:01.200 --> 00:22:01.359 Yes. 00:22:01.599 --> 00:22:08.480 So the way you build trust is by building up a client portfolio of people that you've done a good job for and let them tell your story. 00:22:08.799 --> 00:22:08.960 Yes. 00:22:09.200 --> 00:22:14.079 I love that so much because it I mean, it's just it can't get more clear, right? 00:22:14.160 --> 00:22:19.599 Because even if you're the one sitting there talking about TNT and you're like, we are this, we are that, we are this, all this stuff. 00:22:19.680 --> 00:22:22.480 People are like, oh my gosh, like cool things. 00:22:22.640 --> 00:22:23.359 This is your company. 00:22:23.440 --> 00:22:24.960 Of course, you're gonna say all of these things. 00:22:25.359 --> 00:22:28.880 But when you see a different customer, you see yourself in those people. 00:22:28.960 --> 00:22:35.599 Like, what's the first thing you do when you are looking up someplace to go eat or someplace to go shop or a hairdresser or anything like that? 00:22:35.680 --> 00:22:41.279 You're looking up the reviews because you want to see what other people are saying because you are in their place. 00:22:41.440 --> 00:22:50.160 You want to see what it could potentially do for you, not so much what the owner has to say about the business. 00:22:50.400 --> 00:22:57.119 And I just like I see this happen way too much where I feel like we're just we're talking too much about our business and about our service. 00:22:57.680 --> 00:23:00.160 And it's like people don't care that much. 00:23:00.319 --> 00:23:02.880 Instead of like, we do this, we offer that. 00:23:03.039 --> 00:23:05.279 Yeah, you should say, like, here's your problem. 00:23:05.759 --> 00:23:09.920 I see you, I understand it, and this is what I can do to help you fix that. 00:23:10.400 --> 00:23:11.759 That's the whole line out the door. 00:23:11.839 --> 00:23:22.720 That's why Apple and you know, people have a new release, and you'd have the line all the way out the door, or you see a restaurant and you see a big old line around the corner, you're like, What what what's the first thing you think of when you see a big old line? 00:23:23.519 --> 00:23:25.759 Oh, that I mean that it's amazing. 00:23:25.920 --> 00:23:27.039 The product's gotta be great. 00:23:27.119 --> 00:23:27.680 I gotta go. 00:23:27.920 --> 00:23:28.160 Exactly. 00:23:28.319 --> 00:23:29.200 What's the hype about? 00:23:29.359 --> 00:23:36.960 Oh, let me like because also human curiosity when you see like a lot of people going towards one thing, you're like, what's in there? 00:23:37.200 --> 00:23:38.000 What's happening in there? 00:23:38.319 --> 00:23:38.559 Exactly. 00:23:38.720 --> 00:23:39.200 Yeah, exactly. 00:23:39.599 --> 00:23:40.799 Love it, love it, love it. 00:23:40.960 --> 00:23:46.400 Okay, because at the end of the day, you like the business owner, you're the owner and you're the expert. 00:23:46.480 --> 00:23:48.640 Yeah, but you gotta show them you you have a plan for them. 00:23:48.799 --> 00:23:52.400 Yeah, not just I'm the owner and I and I know this, but I have a plan. 00:23:52.559 --> 00:23:55.519 I can help you get that thing that you're looking for. 00:23:55.680 --> 00:23:55.920 Yes. 00:23:56.079 --> 00:24:05.680 So whether it's B2B where it's make more money or B2C where it's like I want my the quality of my life enhanced in this area, they want to see that you can do that for them. 00:24:05.920 --> 00:24:06.160 Yes. 00:24:06.400 --> 00:24:13.119 Okay, so then really quick, we're still on the how to fix it, but we're gonna go a little bit more uh detailed in it. 00:24:13.279 --> 00:24:15.920 So if we're talking about, okay, defining the problem. 00:24:16.160 --> 00:24:28.799 Um, so how can somebody really, and I mean, we kind of discussed this in previous episodes, but if you're s sitting here and maybe this is your first one, how can somebody really figure out what it is that their ideal client is struggling with? 00:24:29.920 --> 00:24:33.279 Look at the questions that they that they ask you. 00:24:33.440 --> 00:24:37.440 I would say listen to their questions and listen to their compliments. 00:24:37.680 --> 00:24:38.000 Okay. 00:24:38.240 --> 00:24:39.519 And that that will tell you. 00:24:39.839 --> 00:24:40.000 Okay. 00:24:40.240 --> 00:24:44.559 So create a the best thing you can do is create a frequently asked questions list. 00:24:44.960 --> 00:24:50.079 You can, you know, publish it, but certainly for yourself, that'll give you a lot of answers there. 00:24:50.319 --> 00:24:52.160 So start start with that for sure. 00:24:52.319 --> 00:24:52.720 I love it. 00:24:52.880 --> 00:24:55.200 And then listen to the compliments that that they give you. 00:24:55.279 --> 00:24:55.680 Yes. 00:24:55.839 --> 00:25:00.720 And that'll tell you, that that'll tell you as well what you are helping, helping them with. 00:25:00.960 --> 00:25:06.319 And then after defining what their struggle is, how can somebody go, okay, now how can I present it to them? 00:25:06.480 --> 00:25:07.839 And they, I got you. 00:25:08.160 --> 00:25:08.880 Yeah, yeah. 00:25:09.039 --> 00:25:11.920 Then then you just take that and then you you message it. 00:25:12.079 --> 00:25:26.079 So for example, the um

the outdoor renovation company that I've I've referenced a few times on the show, you know, they I I asked them that very question because I'm like, okay, a lot of people build retaining walls, patios, you know, all these different things. 00:25:26.319 --> 00:25:28.480 Um, you know, sunrooms and whatnot. 00:25:28.720 --> 00:25:30.799 You have a lot of competition, especially right now. 00:25:30.960 --> 00:25:33.759 So I was like, what's some of the main problems that you deal with? 00:25:33.839 --> 00:25:39.359 What is when you when you arrive, he said, Oh man, well, some of the things are they have a sloped backyard. 00:25:39.599 --> 00:25:41.680 It's like there's certain challenges that come with that. 00:25:41.759 --> 00:25:42.079 Yeah. 00:25:42.319 --> 00:25:44.960 And we help people better than most with that. 00:25:45.359 --> 00:25:49.680 Uh so I said, okay, let's actually run a campaign, focus on that. 00:25:49.839 --> 00:25:50.160 Yes. 00:25:50.400 --> 00:25:52.720 And we had a whole campaign based off of that. 00:25:52.799 --> 00:26:00.160 And so if if you have that issue and you come across that campaign, you go, oh my gosh, yeah, this is exactly who I need to deal with. 00:26:00.240 --> 00:26:02.640 You know, if you have an erosion issue or whatever it is. 00:26:02.799 --> 00:26:08.880 So yeah, just build build a campaign messaging around that problem that you help people solve. 00:26:09.039 --> 00:26:14.720 And yeah, there's a lot of people that won't have that problem, but you will grow by narrowing. 00:26:14.799 --> 00:26:15.039 Yeah. 00:26:15.279 --> 00:26:22.720 So your marketing can almost write itself if you learn how to listen to your customers. 00:26:22.880 --> 00:26:23.680 Yes, yes. 00:26:24.079 --> 00:26:24.640 Absolutely. 00:26:24.799 --> 00:26:25.279 Absolutely. 00:26:25.759 --> 00:26:27.279 I mean, it can't get more simple than that. 00:26:27.519 --> 00:26:28.400 No, no, it can't. 00:26:28.559 --> 00:26:28.960 I love that. 00:26:29.279 --> 00:26:30.480 We we we complicate it. 00:26:30.799 --> 00:26:32.000 Yeah, we call it. 00:26:32.640 --> 00:26:43.039 I'm like, we complicate it so much because again, people they don't we especially like a customer, they don't want another like influencer, another celebrity. 00:26:43.119 --> 00:26:43.599 They want help. 00:26:44.160 --> 00:26:44.960 No, exactly. 00:26:45.200 --> 00:26:47.519 They want somebody who can help them fix their issue. 00:26:48.000 --> 00:26:48.319 Listen. 00:26:48.559 --> 00:26:48.799 Okay. 00:26:49.200 --> 00:26:49.359 Yeah. 00:26:49.680 --> 00:26:50.079 Beautiful. 00:26:50.240 --> 00:26:54.880 So now, what is gonna happen if you do not fix this way of marketing? 00:26:55.039 --> 00:27:11.440 Okay, so we've identified in the beginning, right, that okay, maybe you're you've spent a lot of money on your marketing, maybe you've spent a lot of money on ads or content, or you've really, I don't know, you've spent a lot of money on on on all of this, and it's uh very

like aesthetically pleasing. 00:27:11.519 --> 00:27:15.440 You've got a lot of followers, whatever your journey may be, you've put a lot of work in. 00:27:15.519 --> 00:27:19.279 We're not saying that it's like you've sat there and you haven't done anything, you're doing it. 00:27:19.519 --> 00:27:24.079 You're doing it, but you're very frustrated because you're not seeing any results, right? 00:27:24.400 --> 00:27:30.559 We're we're we can't like identify every problem with your marketing unless we were to actually sit with the person. 00:27:30.880 --> 00:27:42.960 But we can say we can probably guess that it's one of the two or both, which is you're not your message is not clear enough, it's not easy to understand, you're overcomplicating it, and you're talking too much about yourself and not enough about them, what their problem is. 00:27:43.119 --> 00:27:43.279 Right. 00:27:43.519 --> 00:27:46.960 So what happens if somebody keeps marketing this way? 00:27:47.279 --> 00:27:56.960 If you keep marketing this way, then you're gonna continue to spin your wheels, you're gonna continue to spend money, you're gonna uh to waste money, yeah. 00:27:57.119 --> 00:27:59.519 You're gonna hire more consultants, yeah. 00:28:00.000 --> 00:28:07.839 You know, um, you're gonna you're gonna buy more books, try to figure out what am I doing, how can I get out of this rut? 00:28:07.920 --> 00:28:10.000 You know, I'm not seeing the results that I want. 00:28:10.240 --> 00:28:14.000 But it's very similar to, I'll say, like a golf swing. 00:28:14.319 --> 00:28:17.680 Um if you aren't set up correctly, right? 00:28:17.759 --> 00:28:27.519 If you don't have the ball in the right position or you know, your your grip isn't right, if you don't have that, you may think you can go and fix all these other things with your swing. 00:28:27.599 --> 00:28:27.759 Yeah. 00:28:28.000 --> 00:28:29.039 And it's not gonna matter. 00:28:29.119 --> 00:28:38.880 You can fix your back swing, you can fix the down swing, but if you're not set up correctly, it doesn't matter what else you fix, you're still not gonna hit the ball properly. 00:28:39.039 --> 00:28:40.720 So it's very similar to this. 00:28:40.880 --> 00:28:58.000 So, you know, if you don't have your messaging correctly, if you don't stop talking about your freaking self, you know, you know, and if you and if you don't and if you don't niche down, yeah, then you're gonna think that it's something else. 00:28:58.079 --> 00:29:06.079 Yeah, right, and you're gonna put money on all these other issues and try to then fix those, but you haven't fixed the route. 00:29:06.240 --> 00:29:08.079 So that's what's the was what's gonna happen. 00:29:08.240 --> 00:29:08.400 Yeah. 00:29:08.480 --> 00:29:25.519 And I'm glad you said if you don't stop talking about your yourself, because even in fields where like you would think their job, like even if you look at influencers, where you would think their job is to just talk about themselves, the

reality is that they've gotten this way because they've been able to to create a messaging that makes you feel like you can obtain that. 00:29:25.759 --> 00:29:30.079 Or you at least like, especially like in the inf in the field of like women influencers, right? 00:29:30.240 --> 00:29:37.359 A lot of times it's be uh you follow these people because you know that they're gonna show you new trends, uh new clothing items. 00:29:37.519 --> 00:29:41.839 Like they're still giving something that I know I want to this person. 00:29:42.079 --> 00:29:45.039 And even though you would think that their job is just to talk about themselves, it's not. 00:29:45.119 --> 00:29:48.400 If they sat in that camera and just talked about themselves, they would have no followers. 00:29:48.720 --> 00:29:55.200 What they are doing is that they are also making you feel like one, you have a lot of things that I want, or like two, like somebody who likes to shop a lot. 00:29:55.279 --> 00:29:57.519 I'm like, oh, save, save, save, shop, shop, shop. 00:29:57.839 --> 00:30:06.000 But like you're talking to me, you're showing me, like, oh, you know, you're you're not just being so self-focused. 00:30:06.319 --> 00:30:08.400 You gotta that messaging is so important. 00:30:08.640 --> 00:30:10.720 What's the long-term cost, do you think? 00:30:10.880 --> 00:30:13.680 Like, because like, I mean, there are two things could happen. 00:30:13.759 --> 00:30:23.440 You either just started and you spent a lot of money on marketing, and you're like, I'm getting really frustrated, um, or you've been doing this for a while and you're you keep going on this cycle. 00:30:23.599 --> 00:30:26.480 Yeah, but we're hoping that this episode helps you. 00:30:26.640 --> 00:30:31.200 But like to both, what what could really at best? 00:30:31.759 --> 00:30:36.240 The long-term cost is more money and more time. 00:30:36.400 --> 00:30:36.720 Yeah. 00:30:36.880 --> 00:30:37.440 At best. 00:30:37.680 --> 00:30:38.319 At best, yeah. 00:30:38.480 --> 00:30:47.599 And you kind of continue to be in this run, you continue to get by, continue to pay your staff, continue to get by, but you're not progressing at best. 00:30:48.400 --> 00:30:51.200 At worst, you don't make it. 00:30:51.359 --> 00:30:51.680 Yeah. 00:30:51.839 --> 00:30:52.079 Yeah. 00:30:52.319 --> 00:30:53.039 You know, you don't make it. 00:30:53.119 --> 00:31:00.799 You have to start laying people off because you're burning all this money into campaigns that's not working, you have to shut down, you know, start something else. 00:31:00.960 --> 00:31:01.279 Yep. 00:31:01.440 --> 00:31:03.359 You know, that that's the the worst case. 00:31:03.599 --> 00:31:03.759 Yeah. 00:31:04.000 --> 00:31:09.759 And I'm sorry to say it, but I feel like it's also now like that it's because you probably also did into your homework. 00:31:10.079 --> 00:31:22.079 And like, because ev over and over again, what I kept hearing is just like, you know, if you really knew your client, if you really knew them, then I'm not saying that you would immediately know the messaging, but like that's just the foundation of it. 00:31:22.480 --> 00:31:35.519 But if you just came into this, uh, you know, and that's why it's so important if you haven't seen uh the first second night the first 90 days of business, sorry, or the second 90 days of business, we talk about all that homework that really, really needs to be done. 00:31:36.160 --> 00:31:42.880 And then and that might not alone give you the best messaging because there's so much more added on to that. 00:31:43.200 --> 00:31:45.920 But without that foundation, oh yeah, yeah, yeah. 00:31:46.240 --> 00:31:49.680 You're you're it it's all about need and knowing your client. 00:31:49.759 --> 00:31:51.039 Like I've we have one example. 00:31:51.200 --> 00:31:52.319 We have a client. 00:31:52.640 --> 00:31:56.880 We um there was one that we dealt with in the medical industry, I'll say. 00:31:57.440 --> 00:32:08.240 And there's a lot going on in the medical industry right now as far as ADA compliance with their websites and whatnot, it just got extended to next year, but there's a lot of mandates to where their sites have to be compliant. 00:32:08.799 --> 00:32:18.880 And so I know that we were trying to push all these other, you know, services while back of um uh, you know, you know, revamp, redesign, you know, all these other things. 00:32:19.039 --> 00:32:22.240 And I'm like, oh yeah, you know, time is not right, time is not right. 00:32:22.480 --> 00:32:26.400 As soon as that compliance stuff came up, it was like, uh, yep, we need you. 00:32:26.480 --> 00:32:27.599 What does it cost? 00:32:27.759 --> 00:32:28.960 Okay, fine, no problem. 00:32:29.200 --> 00:32:33.839 And the numbers were like quadruple of what we were talking about with the other stuff. 00:32:34.079 --> 00:32:34.559 Yeah. 00:32:34.799 --> 00:32:38.640 But they didn't even blink at doing this. 00:32:38.960 --> 00:32:39.359 Why? 00:32:39.599 --> 00:32:40.720 Because it was a pain point. 00:32:40.799 --> 00:32:43.680 Yes, it was a need, it was all the audits were coming up. 00:32:43.759 --> 00:32:45.119 Yes, it was totally different. 00:32:45.519 --> 00:32:48.480 And that was the key, it was the pain point, the pain point. 00:32:49.039 --> 00:32:59.519 So, you know, I mean, we maybe we'll like uh in the editing, we'll replay that little part 10 times where you go, if you don't stop talking about yourself, if you don't stop talking about yourself, just like over and over and over again. 00:32:59.759 --> 00:33:01.839 Because that's the thing where it's like stop going. 00:33:02.000 --> 00:33:06.480 We offer this, yeah, uh, we sell this, we do this, everybody does. 00:33:06.720 --> 00:33:07.759 Everybody does that. 00:33:07.920 --> 00:33:11.279 You gotta go, hey, you, you have this problem. 00:33:11.440 --> 00:33:15.200 I know exactly what it is, and this is how I can fix it. 00:33:15.440 --> 00:33:20.160 But you

can only do that if you know your your customer, if you know your ideal client. 00:33:20.319 --> 00:33:22.079 Like, of course, you should know your business. 00:33:22.240 --> 00:33:26.640 We would hope that you know your business and you know what you offer and you know what how the service works. 00:33:26.880 --> 00:33:27.200 Exactly. 00:33:27.440 --> 00:33:29.440 But what they want to know is, do you know me? 00:33:29.599 --> 00:33:31.440 Can you help me fix this? 00:33:31.680 --> 00:33:31.839 Yep. 00:33:32.240 --> 00:33:34.799 So if you're because if your message is clear, people will listen. 00:33:34.960 --> 00:33:36.640 And if people listen, they're gonna understand. 00:33:36.720 --> 00:33:43.359 And if they understand, they're gonna make a decision, they'll they'll act, they'll buy, or they'll they'll book, whatever it may be. 00:33:44.079 --> 00:33:47.599 What would you tell somebody who feels like their business is just not working right now? 00:33:47.759 --> 00:33:55.039 Like they're they're everything that I said, if this is for you, they identify, they said, Yep, that's me, that's me, that's me. 00:33:55.680 --> 00:34:00.160 Number one, identify your ideal client, understand what their needs truly are. 00:34:00.319 --> 00:34:00.640 Yep. 00:34:00.880 --> 00:34:01.200 Okay. 00:34:01.839 --> 00:34:06.160 Um, from there, understand why they do business with you. 00:34:07.119 --> 00:34:10.639 And then number three is let them tell your story. 00:34:12.079 --> 00:34:14.400 One, two, three, I love that. 00:34:14.639 --> 00:34:21.280 And um, because even when you said the frequently asked questions, and you said and listened to their compliments. 00:34:21.599 --> 00:34:21.679 Yes. 00:34:22.000 --> 00:34:24.000 Said, oh, that is so good. 00:34:24.159 --> 00:34:26.880 Because even from their compliments, you can see what matters to them. 00:34:27.119 --> 00:34:27.280 Right. 00:34:27.599 --> 00:34:29.360 What the compliment is what mattered to them. 00:34:30.079 --> 00:34:31.519 They're gonna take the time to compliment. 00:34:31.599 --> 00:34:37.280 And also listen to what they complain about, hopefully not so much about you, but just in general. 00:34:37.760 --> 00:34:48.480 And then if you are coming on board or you're even um if you're bidding for a project, then you definitely wanna understand what are they paying, what are their pain points. 00:34:48.559 --> 00:34:50.320 Yes, what are they complaining about? 00:34:50.480 --> 00:34:50.639 Yep. 00:34:50.800 --> 00:34:57.760 So if you're in the bidding process, if you're trying to get a project, focus on focus on the pain points so you can make sure that you knock that off. 00:34:58.159 --> 00:35:01.280 If you're listening to what they're complaining about, you're identifying their pain points. 00:35:01.519 --> 00:35:06.480 So if you're gonna know their parent their pain points, you know how to target it or like what to say, hey. 00:35:06.639 --> 00:35:17.760 And if you're listening to their compliments, yeah, then you know how to describe your service in a way that is gonna relate, not just if it related to them, it could relate to other to other clients as well. 00:35:18.000 --> 00:35:19.119 I absolutely love that. 00:35:19.199 --> 00:35:26.320 So like just basically make it simple, make it clear, make it about them, don't make it about you. 00:35:26.559 --> 00:35:26.880 That's right. 00:35:27.199 --> 00:35:28.079 Yeah, awesome. 00:35:29.199 --> 00:35:29.679 This is great. 00:35:29.920 --> 00:35:31.679 I mean, I feel like I got a lot of this. 00:35:31.760 --> 00:35:32.000 Yes. 00:35:32.239 --> 00:35:33.920 So I hope everybody else did too. 00:35:34.079 --> 00:35:36.079 So this is um how to fix your messaging. 00:35:36.159 --> 00:35:36.320 Yes. 00:35:36.480 --> 00:35:38.239 This is probably why people are not buying from you. 00:35:38.639 --> 00:35:44.159 I would suggest you also watch um the first 90 days of business and the second 90 days of business to go along with this one. 00:35:44.320 --> 00:35:46.719 I think like that trifecta would be would be phenomenal. 00:35:46.880 --> 00:35:48.400 Yeah, I think that would be awesome. 00:35:48.480 --> 00:35:49.119 Thank you so much. 00:35:49.519 --> 00:35:50.800 All right, we'll see you next time. 00:35:50.960 --> 00:35:53.199 Thank you very much, CEO Lounge. 00:35:53.360 --> 00:35:53.760 Thank you. 00:35:54.079 --> 00:35:54.960 Thank you.