252 – Big Brands – How Did They Get There? with Rick Cesari of Direct Branding
Rick has been a pioneer in the Direct to Consumer (D2C) marketing industry since the early 90’s.
He has used direct response strategies plus video marketing, to help build many iconic brands with products like The Juiceman, Sonicare, The George Foreman Grill, OxiClean, Clarisonic, Rug Doctor, Momentus Golf, The GoPro camera and many others.
Rick’s strategies have helped grow four companies from start-ups to over a billion dollars in sales. These case studies are outlined in his book, “Building Billion Dollar Brands” and his newest book, “Video Persuasion,” both now available on Amazon.
BUSINESS BUILDING INSIGHTS
- Video is a powerful marketing medium if used correctly. It can significantly increase conversion rates when added to your website.
- People are always curious about what motivated you to start your business. This story will set you apart from the competition.
- Good authentic testimonials from people who have purchased your product is one of the most powerful marketing tools you can have.
- Engaging video content can go a long way to convince people to purchase your product.
- Be you start, organize what you want your video to be about.
- When doing video, be authentic. People respond best to an honest approach versus something overly polished.
- Reach people where they are. This direction will help you determine what platforms and media to use.
- People trust sites with videos. It will add credibility to your brand.
RESOURCES MENTIONED
Building Billion Dollar Brands by Rick Cesari
Video Persuasion by Rick Cesari
CONTACT LINKS
Past Guest Spotlight
Christine Walsh of Alpha Graphics and Cake and Whiskey
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Thank so much! Sue
Transcript
Gift biz unwrapped,
Speaker:episode 252 Including a video on a landing page can increase
Speaker:conversion rates by as much as 80% using video on your
Speaker:Amazon listing,
Speaker:increase sales by 20% or more.
Speaker:At Tinton,
Speaker:gifters, bakers,
Speaker:crafters, and makers pursuing your dream can be fun.
Speaker:Whether you have an established business or looking to start one
Speaker:now you are in the right place.
Speaker:This is gift to biz unwrapped,
Speaker:helping you turn your skill into a flourishing business.
Speaker:Join us for an episode packed full of invaluable guidance,
Speaker:resources, and the support you need to grow your gift biz.
Speaker:Here is your host gift biz gal,
Speaker:Sue moon Heights.
Speaker:Hi there,
Speaker:it's Sue And welcome to another week of the gift biz
Speaker:unwrapped podcast.
Speaker:If you've been a listener for a while,
Speaker:you know that I talk with a variety of handmade business
Speaker:owners I've had on chocolate and snack makers,
Speaker:knitters and jewelry designers,
Speaker:artists, potters,
Speaker:makers of all sorts.
Speaker:The thing that's so interesting is how learning from a maker
Speaker:outside of your industry can open you up to new ways
Speaker:of thinking and new approaches to take with your own business.
Speaker:Sometimes by being too narrow within your field,
Speaker:ideas become repetitive and well,
Speaker:almost stale.
Speaker:Having something new that breaks you out of the mold,
Speaker:maybe just the thing that speeds up your sales and get
Speaker:your mojo flowing again.
Speaker:So I encourage you to listen to every show of course,
Speaker:but particularly those outside of your product area for enlightenment and
Speaker:for generating new ideas.
Speaker:The big thing in common here on the gift biz on
Speaker:wrapped podcast is we're all makers of a handmade product.
Speaker:Gifters, bakers,
Speaker:crafters and makers.
Speaker:I have a past guest spotlight for you today.
Speaker:I want to give you an update on Christine Walsh from
Speaker:alpha graphics.
Speaker:She was on episode number 207 almost a year ago.
Speaker:Now, her business is not part of the alpha graphics chain
Speaker:that you may be familiar with,
Speaker:even though it has a similar name.
Speaker:She's an independent woman owned business.
Speaker:On the move in her podcast we talk about our networking
Speaker:event called cake and whiskey.
Speaker:Really interesting and something that you could employ in your area
Speaker:too, so I really want you to go back and listened
Speaker:to that episode if you haven't done so before.
Speaker:Christine is definitely a leader and influencer in her area and
Speaker:continues to up her game.
Speaker:This past year she won the nationwide women in print award
Speaker:and was chosen to be in the leadership program at Roger
Speaker:Williams university working with CVS pharmacy.
Speaker:Her business has been recognized in Baltimore magazine as a 47
Speaker:year old company that keeps getting better and better.
Speaker:A powerful woman.
Speaker:That's Christine.
Speaker:What comes to mind when I think of her is how
Speaker:she's contributing outside the four walls of her business and her
Speaker:pursuit of continued learning.
Speaker:This results in more connections and visibility which then circles back
Speaker:to further business growth.
Speaker:Her result sales up 20% and this isn't starting from a
Speaker:small number either.
Speaker:Congratulations Christine,
Speaker:and now onto the show.
Speaker:Today we're going to be talking to one of the powers
Speaker:behind big brand names.
Speaker:I've got a full list to share with you in the
Speaker:intro, so I'll wait on that,
Speaker:but here's a fun fact.
Speaker:Do you know that the foreman grill started out as a
Speaker:tackle maker?
Speaker:Talk about how a product transforms to fit a market.
Speaker:My chat with Rick is enlightening and dramatic when he gets
Speaker:into one of his lowest moments.
Speaker:Let's get right into that talk now.
Speaker:Today it's my pleasure to introduce you to Rick Seseri.
Speaker:Rick has been a pioneer to the direct to consumer marketing
Speaker:industry since the early nineties he's used direct response strategies plus
Speaker:video marketing to help build many iconic brands with products like
Speaker:the juice man,
Speaker:Sonicare, the George Foreman grill,
Speaker:OxiClean, Clarisonic rug doctor momentous golf,
Speaker:the GoPro camera,
Speaker:and many,
Speaker:many others.
Speaker:Rick strategies helped grow four companies from startups to over a
Speaker:billion dollars in sales.
Speaker:These case studies are outlined in his book building billion dollar
Speaker:brands and his newest book video persuasion both now available on
Speaker:Amazon. Rick,
Speaker:welcome to the gift biz on wrapped podcast.
Speaker:Hey, it's great to be here and thank you for having
Speaker:me on your show.
Speaker:I'm thrilled that you're here and when I first got your
Speaker:intro, I saw all of those amazing names like seriously one
Speaker:or two of them could have been enough,
Speaker:but I decided I wanted to say them all because they
Speaker:all unto themselves are so powerful in terms of being great
Speaker:brands. I've been very fortunate to get the opportunity to work
Speaker:with a lot of great products and just so your listeners
Speaker:know, these weren't all big well known products when I started
Speaker:working with them.
Speaker:Most of them were startups are just very early in their
Speaker:growth or sales cycle and I was able to come in
Speaker:and use some of the concepts we're going to talk about
Speaker:today to help them build and create the brands that you
Speaker:know today.
Speaker:So it's been really fun to be able to work with
Speaker:so many great products That is really exciting and cause for
Speaker:optimism for all of us too.
Speaker:Because you're right,
Speaker:you never know exactly when a brand is really gonna make
Speaker:it big.
Speaker:Everyone starts from the beginning,
Speaker:right? Everyone starts small.
Speaker:Absolutely. Yeah.
Speaker:I'm glad you pointed that out,
Speaker:but I am going to backtrack us for a second because
Speaker:I do have a tradition here on the show,
Speaker:Rick, and that's around a motivational candle.
Speaker:So it gives our listeners a little bit of about you
Speaker:in a creative and different way.
Speaker:So if you were to close your eyes and picture a
Speaker:motivational candle that would speak you,
Speaker:describe it for us.
Speaker:Okay, well first of all,
Speaker:it needs to be orange because orange is not only my
Speaker:favorite color,
Speaker:it's kind of my good luck color.
Speaker:And for whatever reason I've just always had success incorporating that
Speaker:color in logos,
Speaker:whatever. And the slogan that I would put on that candle
Speaker:would be one I borrowed from Winston Churchill is really credited
Speaker:with the first one saying it,
Speaker:and that's never,
Speaker:never, never give up.
Speaker:And he said that during the battle of Britain during world
Speaker:war II,
Speaker:but it's also very appropriate for business and my background in
Speaker:business, because being an entrepreneur,
Speaker:I'm sure your listeners know this,
Speaker:it's not always easy going and sometimes you do want to
Speaker:just give up.
Speaker:And I've found that if you just stick to it,
Speaker:a lot of times good things will happen.
Speaker:Yeah. And sometimes that success is right around the corner.
Speaker:What if you gave up and then you would never know.
Speaker:Absolutely. There are times here in our office,
Speaker:I'll be so frustrated at the end of the day and
Speaker:I'll say to my assistant,
Speaker:I'll be like,
Speaker:why am I even doing this?
Speaker:And she'll be like,
Speaker:Sue, it's okay.
Speaker:Go home,
Speaker:get some sleep.
Speaker:I'll see you in the morning.
Speaker:I'm like,
Speaker:okay, here we go.
Speaker:Right. I have another great quote that speaks to that specifically
Speaker:and that's something that a mentor of mine told me when
Speaker:I was in my twenties and he said,
Speaker:things are never as good as they seem.
Speaker:And they're never as bad as they seem.
Speaker:So when you're having one of those really bad days in
Speaker:your business and you think it's the end of the world,
Speaker:you know it's only going to get better.
Speaker:So it's really good advice.
Speaker:Agreed. 100% and it works too.
Speaker:Cause. Then in the morning I wake up,
Speaker:I'm like,
Speaker:all right,
Speaker:what was I thinking?
Speaker:Let's go.
Speaker:I'm excited.
Speaker:Again, share with us a little bit about your backstory and
Speaker:how you built into the brands that we talked about to
Speaker:just give us a little bit of a background here.
Speaker:Well that's great and other maybe encouraging thing for your listeners.
Speaker:I don't have a background in marketing.
Speaker:I studied biology in college and my plan was I was
Speaker:going to be a Marine biologist,
Speaker:but after graduating from college in Pennsylvania,
Speaker:I took a year off because I knew if I was
Speaker:going to be in Marine bio I would have to go
Speaker:to graduate school.
Speaker:So I was looking for things to do and I just
Speaker:started reading a lot of books about how to be successful,
Speaker:both motivational books and about how people made money and I
Speaker:got interested investing in real estate because back then and still
Speaker:today, many,
Speaker:many millionaires are made through investing in real estate.
Speaker:And I started to do that in attending seminars.
Speaker:And one of the seminars I went to,
Speaker:I went out and did what he told me and bought
Speaker:a soul to house and made like $12,000
Speaker:and again,
Speaker:this was my early twenties and that seemed like a million
Speaker:dollars to me.
Speaker:And so I called a business magazine in Florida and that's
Speaker:how I started promoting real estate seminars.
Speaker:And then those were some of the first people to use
Speaker:direct response television.
Speaker:And so I got started using direct response television or infomercials
Speaker:as your listeners might know him very early way back in
Speaker:mid to late eighties and one of the things that I
Speaker:did though is that concept and start using it for other
Speaker:products. And one of the first products that I had a
Speaker:really big success was called the juice man juice extractor.
Speaker:And this was way back in 1990 and we were able
Speaker:to use direct response television to build that up to doing
Speaker:zero to 75 million in sales in about four years.
Speaker:And then we sold that to a company actually that was
Speaker:a headquartered in your area.
Speaker:Sue, a company called Salton housewares and Salton came back to
Speaker:me and they said,
Speaker:Hey, we like this type of marketing,
Speaker:could you help us out?
Speaker:We have this other product,
Speaker:and it turned out the product that they wanted me to
Speaker:market was a slanted grill and it was developed to be
Speaker:a taco maker,
Speaker:but it turned out that we ended up pairing that grill
Speaker:up with George Foreman and that became the George Foreman grill
Speaker:and still to date probably one of the largest selling television
Speaker:products ever.
Speaker:I think they've done over 120 million units and then just
Speaker:from there people started coming to me asking me to help
Speaker:them with their marketing and I was in the direct to
Speaker:consumer marketing business for the last 25 years,
Speaker:mainly using television and then more recently switching over and using
Speaker:all types of video and with the different social platforms now
Speaker:how video can be used to help build businesses.
Speaker:Got it.
Speaker:It's so interesting the evolution.
Speaker:When I hear everyone's story,
Speaker:it's so interesting how you'll go in your case biology to
Speaker:real estate because real estate,
Speaker:I couldn't really make the connection either yet,
Speaker:but then when you got to the direct response then I
Speaker:had it.
Speaker:It's so interesting.
Speaker:I think it just plays to the point that when you
Speaker:see opportunity or you're led to go one way,
Speaker:even when you think you might be going to another,
Speaker:you should take advantage of those opportunities because that's what happened
Speaker:to you.
Speaker:Yeah, absolutely.
Speaker:And I think it's more just an entrepreneurial mindset.
Speaker:And I was interested in real estate again because I was
Speaker:reading, that's how people were making money at the time and
Speaker:also being young,
Speaker:not everybody when they're in their late teens or early twenties
Speaker:know exactly what they want to do in life.
Speaker:And so kind of trying different things and trying and failing
Speaker:or trying and succeeding helps you determine what you want to
Speaker:do with your life as well.
Speaker:And to your point,
Speaker:once again,
Speaker:the brands that you ended up landing on weren't big names
Speaker:right away.
Speaker:So you actually got to watch the progression and the evolution
Speaker:of a lot of these big,
Speaker:dare I say iconic brands,
Speaker:right? Yeah,
Speaker:absolutely. Like Sonic care was doing less than a million dollars
Speaker:in sales and they were having trouble getting placement on retail
Speaker:shelves and so we helped them grow.
Speaker:And then Oxyclean I'm sure a lot of your listeners use
Speaker:OxiClean in their home.
Speaker:I know I do.
Speaker:And we started working with them again when they were doing
Speaker:less than a million dollars in sale and they were only
Speaker:selling on the home shopping network.
Speaker:And I don't know if you remember their spokesperson,
Speaker:Billy Mays.
Speaker:Yes, I did.
Speaker:Billy's very first infomercial and he was a very interesting character
Speaker:to work with.
Speaker:He was a great,
Speaker:great salesman and just a fun guy to know.
Speaker:Oh that's so cool.
Speaker:So give biz listeners like all of these larger brands,
Speaker:you might be saying,
Speaker:okay, that's not me,
Speaker:right? But the first thing I want you to think of
Speaker:is what we were just talking about.
Speaker:Everyone starts as a smaller brand and grows and we are
Speaker:going to get into some of those tactics.
Speaker:So stay tuned for all of that.
Speaker:But I am curious,
Speaker:Rick, because now you have been in video for so long.
Speaker:What have you seen since the 1990s how has it evolved
Speaker:over the years?
Speaker:Well, a couple of things.
Speaker:First of all,
Speaker:video used to be so expensive to produce that not very
Speaker:many people could afford to do it.
Speaker:You had to hire the cameras themselves were usually expensive and
Speaker:you had to hire professional people that knew how to use
Speaker:them and lighting people.
Speaker:And now almost all of that technology with your iPhone you
Speaker:have a better camera capabilities than some of the early cameras
Speaker:we used to use.
Speaker:And then for on Amazon you can buy a simple light
Speaker:and a simple microphone that you can plug in and all
Speaker:of a sudden you have the ability to make video as
Speaker:good as I was doing 10 15 years ago,
Speaker:really for under a hundred dollars.
Speaker:And so that part is what's really amazing is to me
Speaker:is just that technology has really opened up video production and
Speaker:using video to anybody and on all the social media channels
Speaker:that video is becoming so prevalent that we're becoming really what
Speaker:I call a video first society.
Speaker:That people would almost rather watch a video to learn how
Speaker:to do something than to read it in text.
Speaker:That's the biggest changes I've seen,
Speaker:Sue. Okay.
Speaker:So true.
Speaker:And I've heard speculation,
Speaker:you know,
Speaker:I follow social media a lot because that's often what I'll
Speaker:speak on,
Speaker:but there have been predictions that Facebook within five years will
Speaker:be all video,
Speaker:no text posting at all,
Speaker:which it's hard for me to envision that,
Speaker:but I could see where that would happen.
Speaker:Oh absolutely.
Speaker:And it's just that we get bombarded and you know,
Speaker:from working in social media,
Speaker:we get bombarded with so many messages and I don't know
Speaker:if this is a good thing or a bad thing,
Speaker:people just don't like to read anymore.
Speaker:They don't have time to read.
Speaker:And so if they can get that same information through video,
Speaker:it's a much easier way to deliver the message.
Speaker:And there's some really great statistics.
Speaker:You mentioned my book video persuasion about the power of video
Speaker:and including a video on a landing page can increase conversion
Speaker:rates by as much as 80% using video on your Amazon
Speaker:list can increase sales by 20% or more.
Speaker:So it's a very powerful medium if used correctly On your
Speaker:landing page.
Speaker:So give biz listeners,
Speaker:we're talking about like product pages where you're going directly for
Speaker:the sale.
Speaker:Like you might have some demo videos,
Speaker:that would be one application,
Speaker:right Rick?
Speaker:Absolutely. Or a website where your maybe your about page where
Speaker:you're introducing yourself and just explaining what your business is all
Speaker:about or how you happened upon your business so people can
Speaker:feel comfortable with you.
Speaker:I mean,
Speaker:I'm sure there are a million different options.
Speaker:But one thing I want to say right here really quickly
Speaker:cause I'm going to forget Rick,
Speaker:is I also saw a from social media marketing examiner,
Speaker:their annual report that's showing,
Speaker:and I'm hesitating a little bit,
Speaker:but I'm pretty sure the number was only 35 it might've
Speaker:been 45 but I think it was only 35% of brands
Speaker:are actually using video yet.
Speaker:So there's a whole lot of opportunity for all of us
Speaker:before everyone really starts jumping in.
Speaker:Oh absolutely.
Speaker:Again, I hadn't read that,
Speaker:but that statistic doesn't surprise me at all.
Speaker:And I think it's a little bit of a carry over
Speaker:from what I talked about earlier.
Speaker:The video people feel like they don't have the expertise and
Speaker:so that's one of the reasons I wrote the book video
Speaker:persuasion is to really give people the expertise of using video
Speaker:in their marketing.
Speaker:And you mentioned something really important.
Speaker:So for people that have their own website and are selling
Speaker:their own products,
Speaker:which I imagine most of your listeners are doing.
Speaker:There's a couple key videos that you need to have on
Speaker:there. One you mentioned already,
Speaker:which is kind of like your overview video,
Speaker:which is telling the people what you do and why you're
Speaker:doing it.
Speaker:People love to know about why you're doing something.
Speaker:It's a little bit of your origin story too.
Speaker:It's like why did you decide to sell the product that
Speaker:you're selling and these are things that set you apart from
Speaker:the competition.
Speaker:Then it's always important and I'm a really huge advocate of
Speaker:having testimonial videos on your website,
Speaker:and again,
Speaker:you can have written testimonials,
Speaker:but as we just talked,
Speaker:video is a lot more powerful way to deliver the message
Speaker:and I believe good authentic testimonials from people that have purchased
Speaker:your product is one of the most powerful marketing tools that
Speaker:you can have.
Speaker:And then the other one you just referenced to again was
Speaker:having a good demonstration video.
Speaker:And you know I have a free download on my website,
Speaker:which is<inaudible> dot com which is the three most engaging types
Speaker:of online video content.
Speaker:And we've already talked about two of them,
Speaker:testimonials and demonstration videos.
Speaker:And the last is a tutorial video,
Speaker:which is really just a how to video and that would
Speaker:be how to use your product.
Speaker:And if you include those videos on your website,
Speaker:it'll really go a long way towards helping convince people to
Speaker:purchase your product or service.
Speaker:Oh, I love that.
Speaker:And the other thing I'm going to also add to this,
Speaker:Rick, a lot of times now we're talking about an actually
Speaker:just a few episodes back with Asana.
Speaker:We were talking about semi passive income.
Speaker:So people taking like,
Speaker:let's say they make jewelry and they're selling beautiful jewelry,
Speaker:let's just go with that.
Speaker:A lot of people now are starting to create some passive
Speaker:income by teaching other people who are DIY,
Speaker:how to do it themselves.
Speaker:So they're selling not just tutorials of how to use your
Speaker:product, but also potentially how to make your product.
Speaker:Oh, absolutely.
Speaker:And I'm sure if you and I sat here and chatted
Speaker:we would think of another million ideas of applications.
Speaker:Absolutely. But here's the problem Rick,
Speaker:here's the problem.
Speaker:I still don't really know how to do it yet.
Speaker:Like can you give us some ideas of like ways,
Speaker:because I'm quite sure that a lot of people who are
Speaker:listening are like,
Speaker:yeah, I get it.
Speaker:I buy into it.
Speaker:Not me.
Speaker:You know?
Speaker:Are we talking about the technical aspect of it?
Speaker:Yeah, I think so And so here's something that I think
Speaker:should be encouraging to your listeners is I'm about the least
Speaker:technical guy in the world.
Speaker:I'm not someone who can pick up a video camera and
Speaker:know how to use it,
Speaker:but one of the things that I talk about in the
Speaker:book is the video production process and the three steps are
Speaker:pre production,
Speaker:which is to me,
Speaker:you have to spend 90% of your time there and that's
Speaker:really getting organized what you want your video to be about
Speaker:and just writing kind of a brief outline of what it
Speaker:is you want to cover.
Speaker:And then the production process is when you're actually taping it.
Speaker:And again,
Speaker:when I say taping,
Speaker:you can be using your iPhone or Android phone to do
Speaker:this and then the editing phase.
Speaker:And I think that's probably a part that's a little bit
Speaker:more difficult,
Speaker:but I do have something that would help anybody that is
Speaker:just getting started.
Speaker:There's lots and lots of online apps that right now today
Speaker:that create really nice video for you.
Speaker:And I'll give your listeners one,
Speaker:it's called content samurai and basically you could go there and
Speaker:you can write two paragraphs,
Speaker:three paragraphs,
Speaker:a blog,
Speaker:whatever it is,
Speaker:and plug it right into the app.
Speaker:And they'll put pictures and video to it and you can
Speaker:be on your way to producing video just by using this
Speaker:online app.
Speaker:And it's really,
Speaker:really easy.
Speaker:And again,
Speaker:it's just something that I think people should be looking into.
Speaker:And that the nice thing is technology has made it easier
Speaker:for anybody to get into video So much easier.
Speaker:And you bring up a really good point too.
Speaker:And that's what this content samurai sounds like is,
Speaker:it doesn't always have to be you face to camera,
Speaker:Right? Video is,
Speaker:what do you just call it?
Speaker:Something in motion,
Speaker:right? So it could be even your hands making a product.
Speaker:The about us one was probably you talking and at some
Speaker:point you should be on camera,
Speaker:but not everything has to be Right.
Speaker:That's correct.
Speaker:And it can have a chapter in my book about being
Speaker:your own spokesperson and how important that is because people want
Speaker:to hear from the inventor of the product,
Speaker:the maker of the product,
Speaker:the person who's making the jewelry.
Speaker:It's just the way society is now.
Speaker:It's a very authentic message and people respond to that.
Speaker:So those are all really important things.
Speaker:And I know Sue,
Speaker:you and I were talking earlier about Facebook live and Amazon
Speaker:live and Instagram live and things like that.
Speaker:And so that's something that I think it'd be good to
Speaker:spend a little bit of time talking about as well.
Speaker:Okay. Let's definitely do that.
Speaker:I just want to bring up one other thing about the
Speaker:production process though.
Speaker:Sure. I really like,
Speaker:and these are pretty simplistic,
Speaker:like you know,
Speaker:obviously you've pre-production and you're actually producing and filming it and
Speaker:then you're editing it.
Speaker:But I so agree with you when you say that the
Speaker:majority of time should be in your pre production.
Speaker:And I think that's where,
Speaker:I know for me that's where a lot of times I
Speaker:fail initially because I'd be like,
Speaker:okay, I'm going to produce a video,
Speaker:it's going to be about this.
Speaker:And then I start videoing and I'm like,
Speaker:I don't even know what I'm going to talk about.
Speaker:Instead of having,
Speaker:I'm not one for scripting everything out,
Speaker:but I used to do bullet points and once I figured
Speaker:that part out,
Speaker:like here's how it's going to flow,
Speaker:it's all bulleted.
Speaker:Then when you get on camera you kind of know where
Speaker:you're going so it's not so hard.
Speaker:Yeah, it's just being organized upfront and I'll give you another
Speaker:good analogy that I use to help people with video production.
Speaker:I think making a good video is very similar to giving
Speaker:a speech or a PowerPoint presentation and I use,
Speaker:one of the books that I recommend in my book is
Speaker:I read in my early twenties how to win friends and
Speaker:influence people by Dale Carnegie and he had a formula for
Speaker:giving a speech,
Speaker:and you've might've heard of this before.
Speaker:It's like tell people what you're going to say,
Speaker:say it and then tell them what you said and believe
Speaker:it or not,
Speaker:that's a formula that I've used in creating my videos where
Speaker:I don't know if this has happened to you or any
Speaker:of your listeners.
Speaker:A lot of times you'll be looking at a video and
Speaker:you have no idea what they're talking about and so you
Speaker:click away from it or turn the channel or whatever you're
Speaker:doing, and so I'm a big believer in telling people right
Speaker:up front,
Speaker:here's what this video is going to be about.
Speaker:Then you get into the meat of the video,
Speaker:the information you want to deliver,
Speaker:and then you summarize it at the end and it's a
Speaker:really simple formula that works really well.
Speaker:I think that makes a lot of sense.
Speaker:Plus you sometimes need to hear it a couple of times
Speaker:before it really sinks in.
Speaker:I mean,
Speaker:you might've been there right from the beginning,
Speaker:but by the third time you're not belaboring the point with
Speaker:each and every phase,
Speaker:but by the third time that it's like,
Speaker:okay, now I really got it.
Speaker:That makes sense.
Speaker:Absolutely. All right,
Speaker:well let's move over into live that you were talking about
Speaker:that you referenced.
Speaker:Let's talk about that.
Speaker:Okay. We're going to get right back to Rick and hear
Speaker:all about live video,
Speaker:right after a word from our sponsor.
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Speaker:Well, let me just tell you that I fall into the
Speaker:category of someone that was scared to death to do live
Speaker:video because all my background has always been behind the camera
Speaker:listening to what someone's saying,
Speaker:working on the content.
Speaker:And so about six months ago I was working with a
Speaker:coach. It had to do with the book launch for my
Speaker:book video persuasion.
Speaker:And my coach said,
Speaker:you need to start doing Facebook live.
Speaker:And I was like really nervous and to be honest with
Speaker:you, I didn't even know how to do a Facebook live.
Speaker:And so she walked me through and it's really very simple
Speaker:to do that.
Speaker:And you know what?
Speaker:It boils down to Sue.
Speaker:It's like anything else.
Speaker:If you want to be good at a certain craft,
Speaker:you're are making jewelry.
Speaker:We'll use that example.
Speaker:You don't aren't creating beautiful pieces the first time you do
Speaker:it. So it really boils down to practice and the fact
Speaker:that you're going to do a few that probably aren't going
Speaker:to come out very good.
Speaker:And the thing is that you can just do it over
Speaker:and over and eventually you're going to get better at it.
Speaker:It's no different than anything else,
Speaker:whether it's a craft or jewelry or speaking or sports.
Speaker:If you just practice a little bit,
Speaker:you'll get better and you'll get more comfortable.
Speaker:And now every Friday I do a Facebook live and it's
Speaker:a kind of like second nature.
Speaker:So that's probably one of the best advice I could give
Speaker:as far as someone that's thinking about doing some type of
Speaker:live appearance.
Speaker:Yeah, just let it be.
Speaker:And you know,
Speaker:they always say,
Speaker:if you are cringing at the very first video you did,
Speaker:you started too late.
Speaker:Have you heard that before?
Speaker:I got to remember that.
Speaker:That's a great thing.
Speaker:But it's absolutely true because unless you're an actor that gets
Speaker:paid a lot of money,
Speaker:your very first ones aren't going to be very good.
Speaker:And you know there's something appealing to that.
Speaker:One of the nice things about social media is it's really
Speaker:brings through an authenticity and I think people respond better to
Speaker:an honest approach than something that's very,
Speaker:very, very polished.
Speaker:And so if they see you're struggling,
Speaker:I don't think that's a bad thing.
Speaker:As long as you're communicating good information.
Speaker:I agree with you.
Speaker:In fact,
Speaker:I think it's almost more engaging.
Speaker:Do you follow Shalene Johnson at all?
Speaker:I do not know.
Speaker:She used to be on infomercials and she does just all
Speaker:of this stuff and apparently she had a very staged video
Speaker:that she was doing for beach body,
Speaker:I believe it was promoting whatever she was promoting at the
Speaker:time and it wasn't working and they were throwing probably knowing
Speaker:where her status millions of dollars at this campaign and it
Speaker:wasn't converting.
Speaker:And so she's like,
Speaker:forget this,
Speaker:let me just try something.
Speaker:She took her phone and recorded something and then they put
Speaker:that up.
Speaker:I forgot the whole story and it was converted and it
Speaker:was just raw casual.
Speaker:And what it did is it didn't make her look like
Speaker:someone who was so unattainable that it was fake.
Speaker:Right. It was believable.
Speaker:It was believable.
Speaker:Yeah, And that's something I mentioned to the power of testimonials
Speaker:before and in the early days we used to sit someone
Speaker:down in a nice environment and tape them and it got
Speaker:to the point where you're called it a talking head and
Speaker:so people don't respond to that.
Speaker:I'd much rather go to a trade show and say you
Speaker:have a booth at a flea market or a trade show
Speaker:and somebody walks up to the booth and you just stick
Speaker:a microphone in their face and say,
Speaker:Hey, how do you like this?
Speaker:And it's genuine.
Speaker:You can hear the noise in the background.
Speaker:You can see people walking by and people will buy into
Speaker:that authenticity because they know it's not staged and it's not
Speaker:fake. Do you then have to ask them if it's okay
Speaker:if you use that clip for something?
Speaker:Yes. That is one thing that I do cover in my
Speaker:book and that's a good advice that you're bringing up is
Speaker:if you're going to be using testimonials from other people,
Speaker:you need to have a release form that gives you permission
Speaker:to do that.
Speaker:I have a copy of a standard release form in my
Speaker:book and or you can Google it online and get a
Speaker:video release form,
Speaker:but if you're going to use that somebody's testimonial on your
Speaker:website and your social media,
Speaker:you should definitely have their permission before doing so cause otherwise
Speaker:you could get into trouble.
Speaker:The other thing that I've done,
Speaker:cause I have actually used this tactic at trade shows before,
Speaker:the other thing that I've done is I'll ask them to
Speaker:record the testimonial.
Speaker:I'll show it to them on video and then ask them
Speaker:if I can use it and then of course get the
Speaker:release. Sometimes I've just like emailed them and said,
Speaker:is this okay?
Speaker:I would like to use it on my website.
Speaker:Do I have your approval?
Speaker:And then they email me back and I'm like,
Speaker:okay, I'm not that big.
Speaker:Like that'll be fine.
Speaker:That's another important point is I find in working with people
Speaker:and companies that aren't utilizing video,
Speaker:that they're almost afraid to ask people for testimonials.
Speaker:And I've always found that if you do that,
Speaker:people, if they like your product or like your service or
Speaker:like your company,
Speaker:they're more than willing to help you out.
Speaker:And I think that just a lot of people are just
Speaker:afraid to ask.
Speaker:And yet the response that I've always gotten is people really
Speaker:want to help you out.
Speaker:And like again,
Speaker:I said,
Speaker:if they like the product,
Speaker:they're more than happy to talk about it.
Speaker:Yeah, for sure.
Speaker:And then the other thing that I do as an extension
Speaker:of that is if they're like,
Speaker:no, no,
Speaker:no, I don't like my face on video,
Speaker:then I'll say,
Speaker:well, would it be okay if I just used your words?
Speaker:Then you know,
Speaker:so then you've still got the testimonial one way or the
Speaker:other. Absolutely.
Speaker:And you can have the audio part of it or you
Speaker:can transcribe it and have a written testimonial that came from
Speaker:what they said.
Speaker:Oh, I didn't even think of just audio.
Speaker:Yeah, that's a great idea cause that's more personable yet.
Speaker:Yeah, Audio testimonials are great.
Speaker:It's funny after like 23 years I'm working with George Foreman
Speaker:again. He's endorsing a product called real time pain relief and
Speaker:he just got done doing a series of radio shows and
Speaker:they're very effective.
Speaker:And you know,
Speaker:I'm big on video radio and audio like you were just
Speaker:mentioning. It's still a good way to get testimonials across.
Speaker:Okay. So would you say whether you do it a little
Speaker:bit more planned,
Speaker:right, or you just do it on the cough live,
Speaker:knowing that there's a little bit of planning behind it before
Speaker:you push the start button.
Speaker:Would those both be ways to do any of the video
Speaker:categories that we talked about?
Speaker:Like who you are and why you do it?
Speaker:Testimonials, demos,
Speaker:tutorials. You could do it either way,
Speaker:right? Yeah,
Speaker:absolutely. And I think again,
Speaker:if you're doing something,
Speaker:I think you hit the nail on the head,
Speaker:Sue when you said that you think through it and you
Speaker:don't script everything out.
Speaker:Cause if you script it out it's going to sound scripted.
Speaker:But if you just it through and have Bullet points and
Speaker:like, well,
Speaker:I want to talk about this and cover this point and
Speaker:just, it's almost like a little cheat sheet or something that
Speaker:you're using to guide you along.
Speaker:That's the best way of doing it in my experience.
Speaker:Okay. All right,
Speaker:so all you guys now is the time you can get
Speaker:testimonials, you know how to do it.
Speaker:You know the most powerful ones are video or audio,
Speaker:video first,
Speaker:then audio.
Speaker:So I challenge all of you to start doing that the
Speaker:next time you're out at a farmer's market craft show,
Speaker:trade show,
Speaker:wherever you are.
Speaker:Think about incorporating this into your day because that is certainly
Speaker:the place where people will come up and say,
Speaker:Oh, I found you last year.
Speaker:I used your product.
Speaker:I'm so happy about it.
Speaker:Or whatever the case is.
Speaker:So get it in real time versus thinking later.
Speaker:You're going to circle back with them.
Speaker:Yeah, absolutely.
Speaker:And again,
Speaker:use your cell phone to do it.
Speaker:The camera capabilities are great.
Speaker:Again, you can buy a little inexpensive microphone for less than
Speaker:$40 on Amazon that you can plug right into your cell
Speaker:phone there where you can get good audio and that's the
Speaker:difference really between bad video and good video is usually just
Speaker:a little bit of the lighting,
Speaker:which is usually pretty easy to fix,
Speaker:especially if you're taping something outdoors,
Speaker:but it's mainly the audio and as long as you are
Speaker:recording good audio,
Speaker:your video will come out really well as well.
Speaker:Sounds great.
Speaker:Well I was reading something as I was doing a little
Speaker:bit of prep and you've peaked my curiosity when you referenced
Speaker:that old school marketing specially some of those concepts have been
Speaker:lost. What are you referencing there?
Speaker:That's a good one.
Speaker:I think that I'm referring to,
Speaker:you hear about social media and you have to be on
Speaker:social media and you have to do the latest technology.
Speaker:You have to be with Facebook and I agree with all
Speaker:those, but traditional marketing avenues still work well.
Speaker:We were just talking about using the radio for the George
Speaker:Foreman product and I think it's important that you be a
Speaker:marketing person,
Speaker:that you try to reach people where they are.
Speaker:And I know that a lot of people are online,
Speaker:a lot of people are doing social media,
Speaker:but traditional ways of marketing,
Speaker:even print ads,
Speaker:radio, things like that.
Speaker:I've always found to be effective and are still effective way
Speaker:to let people know about your product or service.
Speaker:Yeah, I agree with you there because social media in all
Speaker:avenues, you know with the new platforms that come out now
Speaker:we've got tick tock starting to make some headway here,
Speaker:but it all seems to be around social media because that
Speaker:was the newest and greatest thing.
Speaker:And you're right,
Speaker:some of the old things are first.
Speaker:Sometimes it just feels more comfortable to do,
Speaker:I'm calling them old,
Speaker:but I think you're right.
Speaker:The traditional ways that we've always done it,
Speaker:and TV,
Speaker:certainly with local cable stations,
Speaker:you know,
Speaker:if you're a local brick and mortar shop,
Speaker:that's still an opportunity for you.
Speaker:Oh, absolutely.
Speaker:Yeah. And even again,
Speaker:if it's some type of business on a little bit larger
Speaker:scale, TV's still a fantastic thing to do on national cable.
Speaker:But then if you go down to the local level,
Speaker:like you were talking about,
Speaker:you can get some really amazing deals on local cable channels
Speaker:that are very,
Speaker:very, very inexpensive to run some commercials to drive people to
Speaker:your website.
Speaker:Yeah, so still video and then are you able to take
Speaker:then will they give you the video that then you could
Speaker:put on your website or do you have to link to
Speaker:their platform?
Speaker:It depends.
Speaker:Sometimes they'll give you the video and you can just put
Speaker:it in there or like you just said,
Speaker:do a link like that,
Speaker:but that's something you should talk about upfront with them for
Speaker:sure. All right,
Speaker:so all of this sounds so good,
Speaker:Rick. Like your whole story's good.
Speaker:You've seen success,
Speaker:you've had all of these big brands.
Speaker:Can you share something about video that was,
Speaker:I want to say a disaster like the worst,
Speaker:the better.
Speaker:You don't have to give names,
Speaker:but some challenging time so that we all feel like when
Speaker:that happens to us,
Speaker:we're okay.
Speaker:We can still do this.
Speaker:The worst of all of them.
Speaker:Okay. And I have a lot that fall into that category.
Speaker:But it's really funny,
Speaker:and this is more of a business story.
Speaker:It did incorporate video,
Speaker:but again,
Speaker:I was in my early twenties and I was starting a
Speaker:business and I had left somebody,
Speaker:I'd helped somebody build their real estate seminar business and I
Speaker:left to start my own and he sued me.
Speaker:That wasn't very nice.
Speaker:No, I know.
Speaker:And it was more like a strategy to keep me out
Speaker:of business.
Speaker:And so anyway,
Speaker:I ended up spending a lot of money and he had
Speaker:a lot more resources than me.
Speaker:And I had to declare bankruptcy.
Speaker:Not only that,
Speaker:I had borrowed like $50,000
Speaker:against my mom's house to help fight this lawsuit.
Speaker:And I had a friend that was living out in Seattle.
Speaker:I was living in Florida at the time and I called
Speaker:them up and I asked him if I could borrow $8,000
Speaker:because I had this idea to make a television commercial,
Speaker:and I flew out there.
Speaker:I had made the commercial in Florida for $8,000
Speaker:which is a whole story in itself to be able to
Speaker:do that.
Speaker:And then he was in the fishing business.
Speaker:I flew up to Alaska and it turns out we went
Speaker:out fishing in the Aleutian islands like you see on the
Speaker:deadliest catch with those crab boats and things.
Speaker:Oh yeah.
Speaker:You got caught in a storm and our boat sunk and
Speaker:we had to be rescued by the coast guard.
Speaker:And it was a kind of like almost one of the
Speaker:lowest points in my life that almost dying.
Speaker:I was in debt,
Speaker:things couldn't go worst.
Speaker:And I get back in to the coast guard station in
Speaker:Alaska in Kodiak,
Speaker:Alaska, and the TV commercial that we had made,
Speaker:I had put on the air why we were up fishing
Speaker:and when I called in to get the results,
Speaker:we had spent like $3,000
Speaker:in advertising and we had generated like $12,000
Speaker:in product sales.
Speaker:So the moral of that story for me is again,
Speaker:tying into the candle and the thing is that you know
Speaker:you're going to hit some low points in life.
Speaker:Just never give up that the opportunity is always around the
Speaker:corner. Things aren't going to stay bad forever.
Speaker:There's always going to be another opportunity.
Speaker:And so that's kind of a story that's always stuck with
Speaker:me as far as bad things that can go wrong.
Speaker:That's a crazy story.
Speaker:Oh my gosh.
Speaker:Yeah, you really got me at the sinking part.
Speaker:Oh yeah.
Speaker:I could go into detail at some point.
Speaker:It usually takes about a half an hour to tell the
Speaker:story because I mean literally we had to get into the
Speaker:suits. The big rubber suits that in case you fall overboard.
Speaker:It's a good thing you had them.
Speaker:Yeah, exactly.
Speaker:So it was a scary time and then it was kind
Speaker:of like almost going at the range of emotions were like
Speaker:going from almost losing your life and really low point in
Speaker:your life to really a high emotional high.
Speaker:And it was just really amazing.<inaudible>
Speaker:I just wish we could know that it's coming,
Speaker:that the good part is around the corner when you're sinking
Speaker:in the water,
Speaker:that something good is going to be happening soon.
Speaker:Yeah, exactly.
Speaker:But we don't get to know that,
Speaker:so we have to,
Speaker:I guess just train ourselves to know that it's not always
Speaker:as bad as the point that we're in.
Speaker:Yeah, I guess would be the way to say it.
Speaker:Yeah. Okay.
Speaker:Well that Rick,
Speaker:I wasn't expecting at all.
Speaker:Okay. So let's get back onto the track of video and
Speaker:I just want to be super clear for everybody who's listening.
Speaker:We've talked about the different places that video could be strong
Speaker:and could add power to a brand.
Speaker:Can you define for me just really quickly,
Speaker:once more?
Speaker:One single concise reason why video's important and maybe the first
Speaker:two or three steps for somebody brand new,
Speaker:never done video before so that when they are done listening
Speaker:it can be super actionable.
Speaker:Sure. Probably the biggest thing is if you start to use
Speaker:video on your website,
Speaker:the biggest thing that's going to happen initially is you're going
Speaker:to stand out from the competition because a lot of your
Speaker:competition won't be doing that.
Speaker:They won't have video on their website and there's all sorts
Speaker:of statistics that show that people trust websites with video.
Speaker:It helps build your brand a little bit better.
Speaker:So the reasons for using it are many fold and the
Speaker:next step is,
Speaker:and this is where a lot of people fall down,
Speaker:you're exactly right,
Speaker:Sue is the fear of getting started or the fear of
Speaker:making a mistake and people,
Speaker:one of the nice things about social media these days is
Speaker:that you see all sorts of really lousy video and so
Speaker:I wouldn't be afraid of making a mistake that I think
Speaker:bad video is to me is better than no video at
Speaker:all. If that helps your listeners at all.
Speaker:And I know that sounds funny and everybody wants to be
Speaker:perfect and polished and everything,
Speaker:but I'm just talking about even if you're talking into,
Speaker:again, your cell phone and using that video,
Speaker:I believe that that puts you a little bit head and
Speaker:shoulders above what the competition is doing.
Speaker:So one,
Speaker:if you're not using video,
Speaker:you should get started doing it.
Speaker:It's easier and less expensive now than it's ever been before.
Speaker:And three,
Speaker:there's a huge amount of online resources to help you every
Speaker:step along the way.
Speaker:Got it.
Speaker:Love it.
Speaker:I was just going to say,
Speaker:I didn't want to interrupt you as you were going through
Speaker:these three points,
Speaker:but I've heard people saying you'll this one video performed and
Speaker:it was like the worst of everything I've like,
Speaker:why was that the one performing?
Speaker:Right. Yeah,
Speaker:that happens all the time.
Speaker:And it's funny you see these really terrible TV commercials sometimes,
Speaker:but you keep seeing them over and over again and they
Speaker:work. And I think it really goes that people,
Speaker:I think sometimes shy away from something that's too slick,
Speaker:too overproduced to a refined message.
Speaker:And it goes back to the story you told before about
Speaker:creating a video like that that's more just kind of about
Speaker:that woman,
Speaker:the host that just off the cuff and really her real
Speaker:personality coming out.
Speaker:And I think that's what people are looking for.
Speaker:Absolutely. And I also think,
Speaker:correct me if I'm wrong,
Speaker:Rick, but I'm also pretty sure that video ranks much higher
Speaker:in search.
Speaker:It does.
Speaker:Okay. So if you have a video and then you title
Speaker:it something and it's on your website,
Speaker:your website's been scrolled right for content.
Speaker:Absolutely. So you are more likely to be seen then and
Speaker:discovered also.
Speaker:Yeah, and another little trick to tie into that is you
Speaker:can basically,
Speaker:there's services really inexpensive online.
Speaker:They're using artificial intelligence to basically you could send the video
Speaker:in and they make transcripts of it and one simple one
Speaker:you can check out is rev.com
Speaker:rev.com and so you make your video,
Speaker:then you get a transcript made and you put the transcript
Speaker:down and all that stuff helps with Google and the search
Speaker:engines and will help your website rank above.
Speaker:Other people may be doing the same thing but without video.
Speaker:Beautiful. Perfect.
Speaker:Okay, so you guys,
Speaker:here's the thing,
Speaker:you have lots of options.
Speaker:If you don't have any video on your website already,
Speaker:I'm giving you three options.
Speaker:This is me telling you that you have to do this.
Speaker:Okay. Either add to your about me page.
Speaker:So what you do and why.
Speaker:So your origin story,
Speaker:I guess that could also be on the banner to Rick
Speaker:maybe. Yep.
Speaker:Maybe a demo video and for sure testimonials.
Speaker:So pick one of the three as your first thing that
Speaker:you're going to do.
Speaker:Pick up your phone.
Speaker:I don't care if you have a cell phone or an
Speaker:Android. It doesn't script out a little bit of what you're
Speaker:going to say unless it's the testimonials because then obviously they're
Speaker:going to say what they're going to say and just do
Speaker:it. Don't stand in your own way.
Speaker:We were just talking about how valuable this can be,
Speaker:and particularly for your website,
Speaker:we all know that just because it's up there doesn't mean
Speaker:that people are going to find you.
Speaker:So here's an opportunity and you can also put that same
Speaker:video then up in Facebook on your Facebook page or other
Speaker:places too.
Speaker:It can be placed in different areas.
Speaker:So I want you guys to do this.
Speaker:Yeah, that's a great point too is that we didn't talk
Speaker:about a lot,
Speaker:but you just mentioned it.
Speaker:Once you make the video,
Speaker:you can multipurpose it through the other social media channels,
Speaker:so you're not only making it for your website,
Speaker:you could all start a YouTube channel.
Speaker:You could use it through social media channels and then just
Speaker:those three steps that you told your listeners to do.
Speaker:If you're going to do that,
Speaker:you're going to be ahead of 80% of companies that aren't
Speaker:doing that right now.
Speaker:So it's something important and people really need to start doing
Speaker:it. Yeah,
Speaker:and you know,
Speaker:once you get comfortable,
Speaker:you can always replace it with a more upgraded video.
Speaker:Like if you stumble over your words and you don't quite
Speaker:edit everything or you don't edit it all,
Speaker:you just do it free flow and put it up there.
Speaker:Nothing says that it's going to have to be there forever.
Speaker:You can always pull it down and replace it later.
Speaker:But the,
Speaker:what I don't want any of you guys doing is just
Speaker:not starting because you get in your own way,
Speaker:which we do a lot.
Speaker:I know my audience well.
Speaker:We do that a lot to ourselves.
Speaker:Okay. Let's talk a little bit about both your books and
Speaker:what's included and how those could be valuable for my audience.
Speaker:Sure. The first book is,
Speaker:and this was published a year ago called building billion dollar
Speaker:brands and like I mentioned,
Speaker:it talks about building products like Oxyclean and Sonicare and GoPro
Speaker:cameras into billion dollar businesses,
Speaker:but really it goes to the really the basics of what
Speaker:you need to build any brand and a unique selling proposition.
Speaker:How are you different than the other people in the marketplace?
Speaker:Positioning and creating value,
Speaker:great customer service,
Speaker:all the little things that are very basic,
Speaker:but if you put them all together,
Speaker:to me that's how you start to build a great brand
Speaker:and so that's what that book talks about,
Speaker:how to do it,
Speaker:but then also the case studies of some of the products
Speaker:we mentioned and then the one that really covers a lot
Speaker:of what we've been talking about today is video persuasion and
Speaker:that was released about a month ago and is doing very
Speaker:well. It was number one in its category on Amazon.
Speaker:And that gives you really all the information about if you're
Speaker:not using video,
Speaker:how to get started technically what you need to do and
Speaker:a lot from the standpoint of content.
Speaker:And one last thing we didn't talk about is just basically
Speaker:the underlying psychological concepts that make people react to videos in
Speaker:a certain way is also in there.
Speaker:So you can hit on those things in your video content
Speaker:and both of those books,
Speaker:you can find them on Amazon under my name or just
Speaker:the name of the book.
Speaker:Perfect. And that's a little teaser now for us to get
Speaker:the book to learn about how to get people,
Speaker:you know,
Speaker:the whole psychology behind it.
Speaker:That's made me very curious as well.
Speaker:Alright, and where would be another place for people to find
Speaker:you online if they want to know more about you besides
Speaker:your books?
Speaker:Oh yeah,
Speaker:the best place is just my website,
Speaker:which is Rick says.com
Speaker:R I,
Speaker:C, K,
Speaker:and my last name is C,
Speaker:E S,
Speaker:a, R.
Speaker:I, Rick<inaudible> dot com and I write a blog every single
Speaker:week that has to do with marketing.
Speaker:If marketing isn't your strong point,
Speaker:these blogs will really help you out with lots of great
Speaker:tips that you can utilize right away.
Speaker:And then there's also a free download I mentioned earlier the
Speaker:three most popular types of online video content and how you
Speaker:can utilize them in your business.
Speaker:That's a free download you could get at my website,<inaudible>
Speaker:dot com Perfect.
Speaker:Wonderful. Rick,
Speaker:thank you so much.
Speaker:As we close out,
Speaker:what are you looking at for your future?
Speaker:Where do you think you're going from here and don't tell
Speaker:me another boat in Alaska.
Speaker:No, no,
Speaker:definitely staying away from that.
Speaker:Okay, good.
Speaker:Although I do enjoy fishing and that type of thing,
Speaker:but not on a commercial basis.
Speaker:But you know,
Speaker:I've made a transition.
Speaker:I ran a direct response agency for like 25 years and
Speaker:now I'm just doing more writing and speaking and consulting and
Speaker:trying to help people,
Speaker:younger entrepreneurs that are starting a business,
Speaker:trying to help them in different cases,
Speaker:grow their businesses and just kind of work with products and
Speaker:companies and people that I like and just have fun doing
Speaker:it. So that's kind of what's in the next few years
Speaker:for me in my future.
Speaker:Sounds fabulous.
Speaker:Well thank you so much.
Speaker:It has been really a joy hearing about direct response marketing
Speaker:from a pro like you.
Speaker:So I appreciate your sharing all of your expertise with us
Speaker:today and let's challenge all our listeners to get some video
Speaker:ops, shall we?
Speaker:That's great.
Speaker:Thanks Sue.
Speaker:I really appreciate it.
Speaker:Take care.
Speaker:Alright, bye.
Speaker:Bye. I know this show was heavily focused on video and
Speaker:if you're one of those women out there saying it's okay
Speaker:for others but not for me,
Speaker:I am begging you to reconsider.
Speaker:In fact,
Speaker:if we were in person right now,
Speaker:I'd be pulling out my phone and doing a little test
Speaker:recording to show you how easy this really can be and
Speaker:if my begging doesn't do it.
Speaker:Let's go back to the stats.
Speaker:How can you ignore a potential increase by 20% on Amazon
Speaker:or an 80% conversion on a landing page of your website?
Speaker:Think about it.
Speaker:Next week we're taking it back to product and business development
Speaker:with a group of women I love to just hang out
Speaker:with on a Saturday afternoon.
Speaker:Well, I kind of did.
Speaker:I'll tell you all about it until then.
Speaker:Make it a great week and do some video.
Speaker:I'll see you again next Monday.
Speaker:Bye for now.
Speaker:Are you discouraged because your business is not performing as you
Speaker:had envisioned?
Speaker:Are you stuck and confused about how to turn things around?
Speaker:Sue's new best selling book is structured to help you identify
Speaker:where the holes are in your business and show you exactly
Speaker:how to fix them.
Speaker:You'll learn from Sue and owners just like you who are
Speaker:seeing real growth and are living their dream maker to master
Speaker:find and fix what's not working in your small business.
Speaker:Get it on Amazon or through www.
Speaker:Doug gift biz,