WEBVTT

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All right, everybody, welcome in to another episode

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of Vision Pros Live. I'm your show host, Jackson

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Callum, and I'm super excited to have Billy Sammons

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in the house today of Live Local Marketing. We're

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going to be talking about secrets about... warm

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marketing and referrals that actually hurt your

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brand and how to fix it. And you heard me correctly.

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I'm talking about how referrals and word of mouth

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business can hurt your brand. There's so many,

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I would say we're 90 % of businesses are falling

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into these traps and we've got a warm marketing

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referral expert as well in Billy Salmon. So the

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unique process of this is we're going to unlock

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how to do that appropriately and how to also

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ramp up your marketing and really instead of

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hiding from cold leads. Learning how the cold

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lead opportunity to me, that's your Holy grail.

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We'll talk about that later on. So Billy Sammons,

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thanks for joining me today. Oh man. Thanks for

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having me. I appreciate it. I know it's probably

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a lot colder here where we are, where you are,

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but you know, I always think to myself that the

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cold days help you appreciate those spring, nice

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warm days. So you got to appreciate it. Even

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if like you still got side and you see snow and

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you see crappy better days are on the way. That's

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for sure. Totally get it. Well, I'm sweated up

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and I'm still cold, but that's what happens when

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you're at 10 ,000 plus feet in Ecuador. So I'm

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not necessarily on the beach in Ecuador. But

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those of you who are hearing in about the marketing

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aspect, Billy, you're also a realtor, correct?

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Yeah. So the day job that keeps the lights on

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and keeps the family fed is real estate. And

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I've done it all through these warm marketing

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systems and referral systems. you and i will

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probably butt heads a little bit on the cold

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side i don't do any cold leads and cold calling

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but it'll be fun it'll be a fun little discussion

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we have about those concepts blind spots man

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huge opportunity um you know everybody's got

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everybody's got those opportunities my friends

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you know lebron james recently in the last couple

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years started to play golf um and it is a horrendous

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site and he's loving it um you know and so there's

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opportunities for all of us to recognize that

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our strengths are not necessarily even associated

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with our weaknesses Right. And some weaknesses

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are worth ignoring. You know, it's like there's

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certain things in life I don't need to learn

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how I don't really need to learn how to speak

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Chinese. Talk to me in 20 years. Maybe I will.

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But right now, like as far as I know, it's not

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on my horizon and that's OK. But when it comes

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to business and business growth, my friends,

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visionaries, do yourself a favor. Pull the blinds

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by the blinders. What was it called? The blind

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spots. Yeah. Yeah. The things you put on horses.

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Why am I losing the word? Yeah. Blinders are

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good. That's it. The blinders, right? We need

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to pull those off. It's because people don't

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ride horses anymore. That's why you forgot what

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they're called. Time from Texas. I already have

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my butt kicked for that one. But to our point

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here, right? We've got the opportunity to pull

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our blinders off, make sure that we're seen better.

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And when it comes to entrepreneurship, Michael

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Gerber of the E -Myth always talks about it.

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We never want to delegate by abdication, meaning

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we always want to understand what we're delegating

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and visionaries. don't don't lose sight of marketing

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it's too important so billy let's dive in first

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let's refine for everybody what is your vision

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with live local warm marketing and uh regarding

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referrals what's your vision so my vision for

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like the audience and so forth is you know i

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want to show them there's an easier way like

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referrals is a great way to make yourself almost

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recession proof, right? Through the ups and the

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downs and the ebbs and the flows. If you have

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a solid group of people that you work with and

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you collaborate with and you have referrals back

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and forth and you add value to one another. You

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have a great relationship. You have an amazing

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business that has potential to make positive

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impacts on the community. You're not just selling

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things like you're you're doing more for yourself

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and your community than than just selling something

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or just doing what everybody else is doing. So

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I want to be able to show people there's a better

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way that referrals is an amazing, amazing, almost

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almost recession proof way of building a business.

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You can really be proud of, you know. Interesting.

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And we will dive into that. In fact, my friends,

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we come back from a short little break. We're

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going to dive in on why personal touch disappears

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as a referral system scale. That's kind of an

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easy answer, right? As you automate things and

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you lose that personal touch. But we're also

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going to dive into how to avoid that and what

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things are important to maintain as you systematize

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your ability to gain referrals. So we'll be back

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on this side. We'll talk about that. The other

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thing that we're going to talk about, one of

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the next pieces we'll talk about is automating

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your outreach. And how doing that without strategic

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guidance is going to lead you off of a cliff.

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We've got to be very careful about how we automate

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our outreach. You can do it, but you have to

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be at a position where your company is prepared

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for that. And if you're not, you can end up really

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hurting your reputation. We're going to talk

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about how to protect yourself in the process

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and how to make sure your vision gets out there

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as widely as possible, but also as safely as

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possible to protect both you and your market.

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All right. Welcome in to Vision Pros Live with

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Jackson Callum. I'm your show host. We'll be

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doing interviews for visionary entrepreneurs

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and guest leaders who are building fantastic

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visions out there. Hey, what's up, everybody?

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Welcome into another episode of Vision Pros Live.

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I'm your show host, Jackson Callum, founder and

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CEO of First Class Business and... We're going

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to be talking about the secrets about war marketing

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and referrals that actually hurt brands. These

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are things that are overlooked and not understood

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well enough by business owners and even worse,

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the marketers. It is mostly the marketer's fault

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when it comes to this reality. And so we want

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to talk about the essence and nuance of really

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taking great care of people and making sure that

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we are treating our referrals with as much respect

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as possible. I'll drop a huge hint. i highly

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recommend reading the book raving fans by ken

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blanchard that is one of the best books you can

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read in relation to creating a referral system

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not based on the infrastructure of it tools i'm

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talking about your mannerisms of how you interact

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with people and who you need to support and help

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in order to generate truly great referrals we'll

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come back to that again before i bring billy

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sammons back on who's going to tag team this

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effort with me he's got a business called live

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local marketing You got to check out LiveLocalWarmMarketing

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.com to see what he's up to. If you're in the

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realtor space, it would definitely be worth talking

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to him because he's an active realtor as well,

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in addition to helping people with marketing.

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And beyond that, he's got a personality that

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when I have people who want to come on the show

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and talk about marketing. I am very difficult

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with them. I have a hard time allowing marketers

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to come on here because most of them, they're

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too quick to try to hype the world into something

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rather than having a depth and genuine character

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about them and authenticity about why their strategies

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of work and how to perceive that and how to make

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changes and how to play nice on a team. A lot

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of them really struggle with that. Billy doesn't.

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I was like, yeah, I got to bring him on and help

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people with this process of marketing and referrals

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and cold versus warm leads, et cetera. So we're

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going to dive more into that. Before I do, I

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want to give you a few more awesome, awesome

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value points that are important to my life. One

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is Journey to Wellness. Journey to Wellness is

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run by Dr. Shannon and Dr. Justin Pierce. And

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I've sent three family members or friends to

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them over the last eight years. And all of them

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had illnesses that they didn't know what to do

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and they couldn't find a doctor to help. If you

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know someone in your life that is in a situation

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like that, I highly recommend checking out Journey

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to Wellness and what they're up to. In fact,

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today, Shannon's hosting a webinar on what she

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calls the six phases of dot, dot, dot. I'm going

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to leave it right there, but those six phases,

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again, if you've got somebody who has a challenge,

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then with chronic fatigue, brain fog, anxiety,

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specifically women. She's been through some serious

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health conditions herself, which is why she also

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had to figure this out in order to bless her

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own family. So let's move on to Practice Makes

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Permanent with Jennifer Reed. Practice Makes

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Permanent is an entity that helps facilitate

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team building opportunities and establishing

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culture in your brand. And I see so many brands

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as well. overlooking this reality i mean i think

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we all know that we have a culture that we belong

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to right and that culture is valuable and important

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but when we leave it loosely defined we have

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loose results as well and that's not necessarily

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a good thing and our teams end up fragmenting

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and the systems we have don't end up getting

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put into place correctly because bureaucracy

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slips in or people start to quite quit and move

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away from things it is super important to have

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leaders around you that help you on both your

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leadership and on your cultural development.

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Culture is ultimately, in my opinion, what allows

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people to want to belong. And when people want

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to belong, they don't leave. And when they don't

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leave and they're getting better because of your

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culture and your culture development, well, again,

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that's going to rub off and pay off for your

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prospects and your clients. So check out what

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Jennifer Reed's up to. When you talk to her,

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ask her about her personal story. And I would

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do the same thing with any other culture expert

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that you talk to or leadership expert. What is

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their personal story associated with it? And

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in Jennifer's case, bring a tissue box. Those

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people who have stories that move you, they're

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the ones who are going to dive into the deepest

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corners of figuring out how to help the most.

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big fan of what jennifer reads up to then there's

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a water project we're not affiliated with the

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water project but we do support it every month

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and uh it's an it's an opportunity to help people

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get access to one of the resources that i've

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taken for granted my entire life i've never been

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thirsty in my entire life my friends um and when

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i found out there's millions of people who don't

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even have access to clean drinking water and

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that there's a actual cause like the water project

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where i can pick which which tribe or which village

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I want to help. And I get to see the outcome

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of whatever I pick. I can, you can spend $10

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on that. My real request for you though, is instead

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of just jumping in and paying a little bit, even

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if you don't have the money, talk about this

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with friends or family, you know, over lunch

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or over dinner, give them an opportunity to find

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out about it and show them what this project

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is about. You never know how far the ripple effect

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of good will go just by talking about opportunities

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like this. And the picture that you're going

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to see next, well, it reminds me of my kids celebrating

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Christmas day. But these are kids celebrating

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clean water. That's the type of effect you can

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have. This has a generational impact on people

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all throughout the world. There are millions

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of people who need this. Let's pull together

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and do what we can to help out with that. And

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without further ado, we're going to go back to

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helping each one of you on your marketing, on

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your referrals and how to clean those systems

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up. Hopefully you will learn probably a dozen

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to a baker's dozen. different realities that

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you can implement in your brands and the brands

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that you work with. And also discuss with your

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colleagues about, wow, are we really getting

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this right? Or are we starting to drill our business

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into a hole because of the way that we're handling

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our referrals and our warm marketing? So without

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further ado, Billy Sammons, welcome back to Vision

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Pros Live. Sir, thank you for welcoming me back.

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That was awesome. Absolutely. So diving in hot

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and heavy on this topic, why the personal touch

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disappears as a referral system scale. I'll hit

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first on this one and then we can talk about

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how to clean it up. I am a big fan of Russell

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Brunson. And I hate ClickFunnels. I'm just going

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to say both right together. And way to go, John

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Lee Dumas. He's a ClickFunnels referral affiliate.

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And the guy makes probably between $1 ,000 and

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$3 ,000 a month maximum. This guy has millions

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of followers, yet he's only able to drive $1

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,000 to $3 ,000. I think there's so many young

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kids, and I guess there's probably a bunch of

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adults too, that drive the JV affiliate marketing

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systems forward, They gain almost no money. And

00:11:39.559 --> 00:11:42.240
what bothers me about this and what hurts is

00:11:42.240 --> 00:11:45.840
it's like getting a cereal box that says, hey,

00:11:46.000 --> 00:11:47.779
if you share this cereal with everybody, we're

00:11:47.779 --> 00:11:50.240
going to pay you a ton of money. And nobody eats

00:11:50.240 --> 00:11:52.879
the cereal. Nobody cares about what it is. They're

00:11:52.879 --> 00:11:55.899
just out there pushing it. Just look at my cool

00:11:55.899 --> 00:11:58.139
glasses. Look at the plane I don't own that I'm

00:11:58.139 --> 00:12:00.279
flying on. Look at the car that's not actually

00:12:00.279 --> 00:12:03.179
mine. There's all this hype driven around this

00:12:03.179 --> 00:12:06.340
process of. referrals, right? And getting your

00:12:06.340 --> 00:12:08.399
friends or your family or others to buy into

00:12:08.399 --> 00:12:10.679
this stuff, guys, it doesn't work. So those of

00:12:10.679 --> 00:12:13.039
you who heard that and are offended, sorry. Those

00:12:13.039 --> 00:12:15.059
of you who are not offended, but doing that,

00:12:15.159 --> 00:12:17.000
stop. You're not going to make more money than

00:12:17.000 --> 00:12:19.460
John Lee Dumas doing it. You're not. He's a multi

00:12:19.460 --> 00:12:21.919
-millionaire with millions of followers and the

00:12:21.919 --> 00:12:23.940
top 20 podcasts in the world. Like you're not

00:12:23.940 --> 00:12:26.539
going to have that type of effect. So let me

00:12:26.539 --> 00:12:28.700
get out of that now and let's go back to, okay.

00:12:29.080 --> 00:12:31.779
So if we're going to do referral marketing and

00:12:31.779 --> 00:12:35.429
we're going to uh maintain a personal touch aspect

00:12:35.429 --> 00:12:38.330
to this let's hear from billy billy what are

00:12:38.330 --> 00:12:41.149
some ways that what are some things that people

00:12:41.149 --> 00:12:42.850
can do to protect themselves from falling into

00:12:42.850 --> 00:12:45.129
the category i just talked about and also have

00:12:45.129 --> 00:12:48.129
an effective referral marketing system and plan

00:12:48.129 --> 00:12:52.190
i i think it comes back to are you adding value

00:12:52.190 --> 00:12:55.090
so the system you just talked about added value

00:12:55.090 --> 00:12:57.909
to nobody you know it's just empty calories like

00:12:57.909 --> 00:13:00.070
you're just drinking coca -cola it doesn't do

00:13:00.070 --> 00:13:01.830
anything for anybody you need to take a stop

00:13:01.830 --> 00:13:04.629
back and like Am I adding value to the people

00:13:04.629 --> 00:13:06.830
that are in my referrals or in my systems, in

00:13:06.830 --> 00:13:08.830
my CRM, in my contact leads? And if you're not

00:13:08.830 --> 00:13:10.870
adding value, if you're not doing something that's

00:13:10.870 --> 00:13:13.129
going to benefit them, then it's not going to

00:13:13.129 --> 00:13:14.690
work. Like they don't care. But I'm giving them

00:13:14.690 --> 00:13:17.490
a system. I'm giving them the entire system with

00:13:17.490 --> 00:13:19.830
all sorts of systems and systems, Billy. Come

00:13:19.830 --> 00:13:23.009
on. Yeah, no. How do you get past seeing that?

00:13:23.090 --> 00:13:24.710
How do you evaluate if what you're giving is

00:13:24.710 --> 00:13:28.039
valuable? You ask them. Like, what do you need?

00:13:28.100 --> 00:13:29.539
What are you looking for? Ask them what their

00:13:29.539 --> 00:13:31.500
pain points are. Like, don't overcomplicate this

00:13:31.500 --> 00:13:34.019
thing. Most of the entrepreneurs that I bump

00:13:34.019 --> 00:13:35.700
into, that's one of the first things. Like, what

00:13:35.700 --> 00:13:37.340
do you need? What are you looking for? How can

00:13:37.340 --> 00:13:39.360
I help you? And they'll say, oh, marketing, or

00:13:39.360 --> 00:13:40.840
I need this, or I need to know this person. Oh,

00:13:40.840 --> 00:13:43.220
you need ClickFunnels, right? So that's what

00:13:43.220 --> 00:13:46.100
happens, right? They dive right in. So in order

00:13:46.100 --> 00:13:49.200
to prevent that, right? I love what you said.

00:13:49.340 --> 00:13:51.480
And audience, I'm really driving this home for

00:13:51.480 --> 00:13:53.759
those of you who aren't doing this. If you don't

00:13:53.759 --> 00:13:57.159
ask, tell me more about that. If you don't ask,

00:13:57.220 --> 00:13:59.120
tell me more about that and dive into the depth.

00:13:59.139 --> 00:14:01.120
You're just selling. That is all you're doing

00:14:01.120 --> 00:14:02.440
is selling. Even if you think you're helping,

00:14:02.539 --> 00:14:04.139
all you're doing is selling something you don't

00:14:04.139 --> 00:14:07.700
understand. So keep going, Billy. Or let's build

00:14:07.700 --> 00:14:09.159
on that. Or if you're like, hey, what do you

00:14:09.159 --> 00:14:11.679
need? And then barely listen and then turn around

00:14:11.679 --> 00:14:12.980
and try to sell your product to them without

00:14:12.980 --> 00:14:15.000
actually doing the thing that they're asking

00:14:15.000 --> 00:14:17.419
you to do. I see that all the time. And I'm sure

00:14:17.419 --> 00:14:19.399
you do too. Like you go out there and you're

00:14:19.399 --> 00:14:21.120
like, oh, I need to meet these people. All right,

00:14:21.139 --> 00:14:22.440
cool. I'll introduce you. And then, all right,

00:14:22.440 --> 00:14:24.519
now here's my product. Buy it. You know, the

00:14:24.519 --> 00:14:27.379
get the ask right away. You can't do an ask right

00:14:27.379 --> 00:14:29.580
away. You've got to give and you got to give

00:14:29.580 --> 00:14:32.200
and you got to give. And then you sit back and

00:14:32.200 --> 00:14:34.889
wait patiently. You'll get your time. Just sit

00:14:34.889 --> 00:14:36.909
back. The things that you want will come to you.

00:14:36.929 --> 00:14:39.070
Just continue to give. Do the right thing. Help

00:14:39.070 --> 00:14:42.309
other people with their pain points. As the saying

00:14:42.309 --> 00:14:44.389
goes, if you help enough people get what they

00:14:44.389 --> 00:14:46.330
want, in return, you will eventually get what

00:14:46.330 --> 00:14:49.470
you need to. Absolutely. Talk to me about your

00:14:49.470 --> 00:14:52.389
referral system. When you set up a referral system

00:14:52.389 --> 00:14:54.429
for others or the type of referral system that

00:14:54.429 --> 00:14:57.149
you have for yourself, sometimes that system

00:14:57.149 --> 00:14:59.490
is, I'm going to wake up and I'm going to call

00:14:59.490 --> 00:15:01.450
three people and say thank you. I'm not actually

00:15:01.450 --> 00:15:04.240
talking about... automated tech things i'm talking

00:15:04.240 --> 00:15:07.580
about uh processes and atomic habits ultimately

00:15:07.580 --> 00:15:09.320
but billy on your side what does your referral

00:15:09.320 --> 00:15:12.039
system look like or what what do you build for

00:15:12.039 --> 00:15:15.360
somebody else You know, so I do mine very localized

00:15:15.360 --> 00:15:18.080
and very specific. So I know all the local business

00:15:18.080 --> 00:15:20.220
owners in my community. And what I have done

00:15:20.220 --> 00:15:21.740
is I've gone out and I've done video commercial

00:15:21.740 --> 00:15:24.159
for them. It's something they need. It's all

00:15:24.159 --> 00:15:25.759
of their pain points. Every single time I talk

00:15:25.759 --> 00:15:27.080
to them, they're like, we need more people. We

00:15:27.080 --> 00:15:29.000
need more attention. I don't have enough time

00:15:29.000 --> 00:15:31.000
to do all my marketing. I'm like, cool. I'm going

00:15:31.000 --> 00:15:31.980
to go out there. I'm going to do a quick video.

00:15:32.120 --> 00:15:33.980
It's so easy because you just do interview style.

00:15:34.519 --> 00:15:35.860
Three to five minutes. What are we doing here?

00:15:36.100 --> 00:15:37.220
You know, what kind of thing are we selling?

00:15:37.379 --> 00:15:39.059
How long have you been doing this? Super simple.

00:15:39.419 --> 00:15:41.399
And then once you give them what they want, you

00:15:41.399 --> 00:15:43.200
know, you give them the content. You know, you

00:15:43.200 --> 00:15:45.679
make it in clips. You put it in an email. You

00:15:45.679 --> 00:15:47.240
start bringing your audience to them and give

00:15:47.240 --> 00:15:48.480
them the thing they want, which is attention.

00:15:48.700 --> 00:15:51.179
And you really want to see them succeed. And

00:15:51.179 --> 00:15:53.279
so once you gain that trust, which you've deserved,

00:15:53.419 --> 00:15:55.620
and it's genuinely like I really want to see

00:15:55.620 --> 00:15:58.159
them do well, then you create a referral partner

00:15:58.159 --> 00:15:59.740
from that. You know, you've given them something

00:15:59.740 --> 00:16:01.600
they need. You didn't ask for anything in return.

00:16:02.059 --> 00:16:05.259
It's something that can help them succeed. And

00:16:05.259 --> 00:16:06.720
I don't ask for anything in return right away.

00:16:06.740 --> 00:16:08.440
Just don't do it. And then eventually the referrals

00:16:08.440 --> 00:16:11.019
are coming your way. Once I know 30, 40 business

00:16:11.019 --> 00:16:13.759
owners in my community, the real estate works

00:16:13.759 --> 00:16:15.779
itself out. You know, I get the referrals. I

00:16:15.779 --> 00:16:17.720
get the marketing. I get all the stuff. It happens.

00:16:18.120 --> 00:16:21.070
And so I teach them a very specific give. Cause

00:16:21.070 --> 00:16:22.850
I've been in so many meetings and I've been in

00:16:22.850 --> 00:16:25.690
so many seminars and so many, all this stuff

00:16:25.690 --> 00:16:27.610
where the person standing in front of you is

00:16:27.610 --> 00:16:29.529
like, Hey, make sure you give. And I always sit

00:16:29.529 --> 00:16:31.409
in my chair thinking with my notepad and my pen

00:16:31.409 --> 00:16:33.750
and thinking, what, what the hell do I have to

00:16:33.750 --> 00:16:36.649
give somebody? Like, what do I have? And so once

00:16:36.649 --> 00:16:39.950
I figured out that the video for me or the podcast

00:16:39.950 --> 00:16:43.450
for you is the give, then you can, you have something

00:16:43.450 --> 00:16:45.330
solid. I've got something I can give anybody.

00:16:45.710 --> 00:16:48.379
I can go into any shop, any store. I can do a

00:16:48.379 --> 00:16:50.679
quick video. I can tell them my audience all

00:16:50.679 --> 00:16:53.820
about them and I've given value. And so that's

00:16:53.820 --> 00:16:55.720
the next step that I've taken from all the other

00:16:55.720 --> 00:16:58.899
referral gurus is I created the, what I'm going

00:16:58.899 --> 00:17:02.100
to give, you know? Yes. Huge. That's, I mean,

00:17:02.120 --> 00:17:04.099
it's legendary and it aligns with one of my best

00:17:04.099 --> 00:17:07.640
friends who. My best man, actually, for my wedding.

00:17:07.680 --> 00:17:10.740
He's retired already. He's in his 40s. And he

00:17:10.740 --> 00:17:14.839
ran BNI. He's the president for BNI. And he received

00:17:14.839 --> 00:17:17.559
the most referrals out of those groups. Every

00:17:17.559 --> 00:17:19.339
single month, he'd receive the most referrals.

00:17:19.460 --> 00:17:22.660
Why? Because he gave the most referrals. That's

00:17:22.660 --> 00:17:25.140
exactly. It was a reciprocation process. He knew

00:17:25.140 --> 00:17:27.299
how to give. And so, like Gary Vaynerchuk says,

00:17:27.579 --> 00:17:30.559
give, give, give. Or jab, jab, jab, right hook.

00:17:30.680 --> 00:17:31.779
I almost called it right hook, give, give, give.

00:17:32.279 --> 00:17:35.240
That whole book. The same idea. Same. Is on continuing

00:17:35.240 --> 00:17:37.160
to give, is making sure that you give. And you

00:17:37.160 --> 00:17:39.980
came up with something that anybody can do. Anybody

00:17:39.980 --> 00:17:41.980
can go and do a video. I'm not saying it's easy.

00:17:42.259 --> 00:17:45.819
I'm not saying that getting on camera isn't uncomfortable

00:17:45.819 --> 00:17:48.380
when you first start. But if we want to have

00:17:48.380 --> 00:17:51.480
results. that are beyond and above what comfortable

00:17:51.480 --> 00:17:53.319
people do. We've got to do uncomfortable things.

00:17:53.680 --> 00:17:56.819
And there's AI to help you on the process nowadays.

00:17:57.200 --> 00:17:59.299
There's coaches out there can help. Everybody's

00:17:59.299 --> 00:18:01.799
got a decent camera on their phone. And the more

00:18:01.799 --> 00:18:04.599
raw and real your content, the more likely it's

00:18:04.599 --> 00:18:06.680
going to resonate with an audience anyway. And

00:18:06.680 --> 00:18:09.160
while some business owners won't appreciate that.

00:18:09.589 --> 00:18:12.250
others will and so you just keep moving and finding

00:18:12.250 --> 00:18:15.930
people to serve so we've talked about the personal

00:18:15.930 --> 00:18:18.789
touch disappearing as referral system scale and

00:18:18.789 --> 00:18:20.849
that is a truth if you're going to scale a system

00:18:20.849 --> 00:18:22.490
that's going to happen so for the bigger brands

00:18:22.490 --> 00:18:24.029
out there the ones that are looking to scale

00:18:24.029 --> 00:18:27.549
on this i want to go back to airbnb and uber

00:18:27.549 --> 00:18:29.750
airbnb started this process from what i know

00:18:30.079 --> 00:18:32.619
And I remember the week that it came out because

00:18:32.619 --> 00:18:35.500
I was an Airbnb user and it was give $25 gift

00:18:35.500 --> 00:18:39.299
cards to your friends and you get a $25 gift

00:18:39.299 --> 00:18:42.440
card in return. I was like, that is awesome.

00:18:42.619 --> 00:18:44.740
I was like, they're rewarding me, but they're

00:18:44.740 --> 00:18:46.460
also allowing me to give. And it came with a

00:18:46.460 --> 00:18:48.660
little like simple CRM system that showed me

00:18:48.660 --> 00:18:50.559
who I had sent things to, who had opened it.

00:18:50.660 --> 00:18:52.799
I had never seen something like that at the time.

00:18:52.819 --> 00:18:55.380
And they even did a blog post on how to create

00:18:55.380 --> 00:18:57.319
something like that yourself. And then systems

00:18:57.319 --> 00:19:00.259
like. uh viral loops came out a few years later

00:19:00.259 --> 00:19:02.519
um there's there's other says you go viral soup

00:19:02.519 --> 00:19:06.759
viral loops on google versus and find out what

00:19:06.759 --> 00:19:08.940
other systems exist um that could potentially

00:19:08.940 --> 00:19:12.099
help you do the same but the the key behind that

00:19:12.099 --> 00:19:13.799
is if you're going to be if you're going to make

00:19:13.799 --> 00:19:16.720
it impersonal make sure that what you're providing

00:19:16.720 --> 00:19:19.799
is of extreme value to both sides of those audiences

00:19:19.799 --> 00:19:22.539
and recognize that whatever you're giving i mean

00:19:22.539 --> 00:19:26.710
if i'm giving $25 each, that's $50. If that's

00:19:26.710 --> 00:19:29.589
less than my lifetime value of my customers,

00:19:29.849 --> 00:19:33.960
and I'm going to get that return back. within

00:19:33.960 --> 00:19:36.759
a three month to six month period. And in fact,

00:19:36.759 --> 00:19:39.019
it's actually instant in Airbnb because they

00:19:39.019 --> 00:19:40.920
were booking reservations and paying on the spot.

00:19:41.160 --> 00:19:43.359
It's like, why would you not create something

00:19:43.359 --> 00:19:45.400
like that? It doesn't matter if you're making

00:19:45.400 --> 00:19:48.019
less money on something. If you're rewarding

00:19:48.019 --> 00:19:49.460
the people, we're going to bring people back

00:19:49.460 --> 00:19:51.680
again and again and again, and your revenues

00:19:51.680 --> 00:19:54.339
and compounded stack from there. So that is one

00:19:54.339 --> 00:19:57.299
type of system that can be implemented for scaling

00:19:57.299 --> 00:20:00.599
your referrals. And you don't have to lose the

00:20:00.599 --> 00:20:02.619
personal touch. I recommend keeping up with both.

00:20:02.700 --> 00:20:06.720
So now automated outreach without strategic guidance,

00:20:06.940 --> 00:20:09.940
the hidden brand risk that exists here. My friends,

00:20:10.039 --> 00:20:12.720
outreach is one of those things that I see crippling,

00:20:12.720 --> 00:20:15.519
crushing, destroying reputations all throughout

00:20:15.519 --> 00:20:17.640
the internet. Thank goodness LinkedIn is finally

00:20:17.640 --> 00:20:20.019
cracking down on it and making sure that people

00:20:20.019 --> 00:20:22.339
can't do it as much because, and you can blame

00:20:22.339 --> 00:20:24.000
LinkedIn about that, but if they're shutting

00:20:24.000 --> 00:20:25.660
your messaging down, it's because your messaging

00:20:25.660 --> 00:20:28.690
sucks. OK, like that's just that's just all there

00:20:28.690 --> 00:20:31.369
is to it. Well, I'm getting an eight percent

00:20:31.369 --> 00:20:33.529
conversion rate compared to those who are getting

00:20:33.529 --> 00:20:37.210
the two percent. That's still not good. It's

00:20:37.210 --> 00:20:39.809
still not something that's that the platform

00:20:39.809 --> 00:20:43.069
is intended for, built for. And it's it's not

00:20:43.069 --> 00:20:46.069
good to stay ignorant when you could be creating

00:20:46.069 --> 00:20:49.289
systems that perform way better. And if you're

00:20:49.289 --> 00:20:52.369
not in a position to where you can go on vacation

00:20:52.369 --> 00:20:55.089
anytime you want. And it's probably a good idea

00:20:55.089 --> 00:20:56.950
to open yours up and say, well, wait a second.

00:20:57.130 --> 00:21:00.309
What can I do better to improve my marketing

00:21:00.309 --> 00:21:04.849
so that my automated outreach isn't making my

00:21:04.849 --> 00:21:07.750
warm audience continue to unfollow me and isn't

00:21:07.750 --> 00:21:10.750
being completely refuted or ignored by cold audiences?

00:21:10.849 --> 00:21:13.829
So, Billy, let's talk about outreach and automation.

00:21:15.609 --> 00:21:18.089
And that's kind of the beauty of the system I

00:21:18.089 --> 00:21:20.470
have in place. When you do go out to a local

00:21:20.470 --> 00:21:22.839
business and you make a video. everybody in their

00:21:22.839 --> 00:21:25.559
community is going to see what's going on. They

00:21:25.559 --> 00:21:27.319
want to see what food truck opened up. They want

00:21:27.319 --> 00:21:29.740
to see who just did this or they want to meet

00:21:29.740 --> 00:21:32.420
the owners. Like that's what separates our community

00:21:32.420 --> 00:21:34.599
from like a Walmart. You know what I mean? Like

00:21:34.599 --> 00:21:35.839
they get to actually go in there and talk to

00:21:35.839 --> 00:21:38.079
the owner. And so my open rates and my emails

00:21:38.079 --> 00:21:40.670
are like 57, 60%. Because everybody wants to

00:21:40.670 --> 00:21:41.910
meet the owner. They want to see what's going

00:21:41.910 --> 00:21:43.390
on. And you just got to shorten these things

00:21:43.390 --> 00:21:44.809
up. They're three to five minutes. But I always

00:21:44.809 --> 00:21:47.890
have to add value to the audience and ask myself,

00:21:47.990 --> 00:21:50.529
like, would I watch this or would I open this

00:21:50.529 --> 00:21:53.130
email and get anything out of it? Because if

00:21:53.130 --> 00:21:54.910
I'm not going to get anything out of it, my audience

00:21:54.910 --> 00:21:57.430
is not getting any out of it. Right. So I'm helping

00:21:57.430 --> 00:21:59.569
that business owner by making these little bits

00:21:59.569 --> 00:22:01.910
of content. And I'm helping my audience because

00:22:01.910 --> 00:22:03.650
I'm introducing them to somebody in their community

00:22:03.650 --> 00:22:06.529
that they should know. And so my open rates are

00:22:06.529 --> 00:22:08.609
great. And my people are like, yeah, I love your

00:22:08.609 --> 00:22:10.930
emails. You know, I keep them super short. I

00:22:10.930 --> 00:22:13.150
add value all the time. I'm not selling anything.

00:22:13.609 --> 00:22:16.490
I'll do the, you referenced Gary V. I do a lot

00:22:16.490 --> 00:22:18.809
more jabbing than hooking. So I'll do a hook

00:22:18.809 --> 00:22:20.390
like every once in a while. I'll throw a little

00:22:20.390 --> 00:22:21.829
bit of real estate stuff in there. But honestly,

00:22:21.950 --> 00:22:23.309
I just want everybody to know what's going on

00:22:23.309 --> 00:22:25.349
in their own community. I want them to meet some

00:22:25.349 --> 00:22:26.670
of the owners of some of the businesses they

00:22:26.670 --> 00:22:28.809
frequent. And I want them to feel more comfortable

00:22:28.809 --> 00:22:31.410
going into that business than a box store because

00:22:31.410 --> 00:22:33.289
box stores are everywhere. Who cares? They'll

00:22:33.289 --> 00:22:35.500
be fine. We need to help our local business owners

00:22:35.500 --> 00:22:37.279
and people in our community who give our communities

00:22:37.279 --> 00:22:39.980
identity. That's who I want to support. Yep.

00:22:41.140 --> 00:22:44.460
That's awesome. It's a noble cause. And I've

00:22:44.460 --> 00:22:48.039
tried to do that at scale with a local agency

00:22:48.039 --> 00:22:51.880
in San Antonio. And it was hard. It was very

00:22:51.880 --> 00:22:56.119
hard to have patience with the entrepreneurs

00:22:56.119 --> 00:22:59.430
who weren't as consistent and as reliable. And

00:22:59.430 --> 00:23:01.849
I was other stores. And so I appreciate your

00:23:01.849 --> 00:23:04.190
your compassion and thought process on that.

00:23:04.309 --> 00:23:06.529
And, you know, maybe maybe it's not fair of me

00:23:06.529 --> 00:23:08.509
to judge small business owners everywhere related

00:23:08.509 --> 00:23:11.930
to that. That's not the goal or point. We've

00:23:11.930 --> 00:23:14.349
got to do our best to be consistent and reliable.

00:23:14.930 --> 00:23:17.390
We've got to be able to honor the people in our

00:23:17.390 --> 00:23:19.730
lives that do things like Billy does. You know,

00:23:19.730 --> 00:23:22.230
if Billy's going in and doing a commercial for

00:23:22.230 --> 00:23:25.150
somebody and, you know, they're not sending referrals

00:23:25.150 --> 00:23:28.789
or they're not. thanking him and proactively

00:23:28.789 --> 00:23:31.509
saying, you know what, this, I can't afford what

00:23:31.509 --> 00:23:33.789
this probably is worth, but here's something,

00:23:33.910 --> 00:23:36.130
you know, for what you did for us, right? Those

00:23:36.130 --> 00:23:37.789
are opportunities. And so, Bill, you don't have

00:23:37.789 --> 00:23:39.430
to speak to, I'm not even going to let you speak

00:23:39.430 --> 00:23:41.670
to any particular business owner on that. That

00:23:41.670 --> 00:23:44.589
way we don't shame anybody because this is my

00:23:44.589 --> 00:23:46.789
own thought process. But why do I mention it?

00:23:46.849 --> 00:23:50.390
Because I do believe that there is a higher power,

00:23:50.430 --> 00:23:53.529
my friends, that rewards us or holds us back

00:23:53.529 --> 00:23:57.880
based on. are we diving in and valuing and honoring

00:23:57.880 --> 00:24:00.299
the people who are actually helping us or are

00:24:00.299 --> 00:24:02.559
we just taking it and running with it um you

00:24:02.559 --> 00:24:04.519
know we we have such an opportunity to give back

00:24:04.519 --> 00:24:07.140
on these opportunities so um as we as we look

00:24:07.140 --> 00:24:09.779
at automating the outreach i'll tell a little

00:24:09.779 --> 00:24:11.759
story about this that relates to all of you again

00:24:11.759 --> 00:24:14.220
back to those messages on linkedin 90 of the

00:24:14.220 --> 00:24:15.799
messages that i receive on linkedin are awful

00:24:15.799 --> 00:24:18.299
um and there's some type of automation and it's

00:24:18.299 --> 00:24:20.630
easy to see that it's automated But it's also

00:24:20.630 --> 00:24:22.309
easy to see that it's automated in ways that

00:24:22.309 --> 00:24:24.529
are kind of disingenuous. Like, I see we have

00:24:24.529 --> 00:24:28.089
lots of connections on here. You really not think

00:24:28.089 --> 00:24:30.609
that most people are using this exact same message?

00:24:30.670 --> 00:24:32.829
Like, what are you doing? Shut that crap down.

00:24:33.230 --> 00:24:36.869
So right now, my messaging is not automated.

00:24:36.950 --> 00:24:38.970
We've automated in the past. We don't have a

00:24:38.970 --> 00:24:41.130
need for automated messaging right now. We're

00:24:41.130 --> 00:24:44.349
at a scale situation where we're experiencing

00:24:44.349 --> 00:24:47.450
growing pains. And we don't need less people

00:24:47.450 --> 00:24:49.920
coming in. But we need to spend more intentional

00:24:49.920 --> 00:24:52.079
time on the people who are coming in because

00:24:52.079 --> 00:24:54.039
we happen to be getting the right people coming

00:24:54.039 --> 00:24:56.180
to the door regularly. When I was at another

00:24:56.180 --> 00:25:00.960
company, we had a one in five, one out of five

00:25:00.960 --> 00:25:03.059
people who responded were interested in meeting

00:25:03.059 --> 00:25:05.799
with us. And the response rate was in your typical

00:25:05.799 --> 00:25:08.680
like 20 to 30 percent. It was pretty high. But

00:25:08.680 --> 00:25:10.759
I went in and ran a deep dive analysis because.

00:25:11.880 --> 00:25:13.640
there was something off. Like I could just, I

00:25:13.640 --> 00:25:17.059
didn't feel right. And out of those one in five

00:25:17.059 --> 00:25:19.359
responses, the other four freaking hated this

00:25:19.359 --> 00:25:21.680
company. They were pissed about this messaging.

00:25:21.920 --> 00:25:24.299
And so the owner's justification was like, yeah,

00:25:24.339 --> 00:25:26.880
but it's leading to, you know, one, you just

00:25:26.880 --> 00:25:29.380
got to ignore those people. And haters are going

00:25:29.380 --> 00:25:31.519
to hate, find the ones who we can actually help.

00:25:31.799 --> 00:25:34.039
But the irony is the ones who were saying that

00:25:34.039 --> 00:25:37.640
they wanted to meet, it was like a, sure, let's

00:25:37.640 --> 00:25:40.220
do it. What's the catch? It was all speculative

00:25:40.220 --> 00:25:44.180
or like half -baked yeses, which meant that even

00:25:44.180 --> 00:25:46.740
if he did have the sales superpowers to convince

00:25:46.740 --> 00:25:48.779
these people to buy, guess who hated him a month

00:25:48.779 --> 00:25:52.519
later? Those same people. And so that often happens

00:25:52.519 --> 00:25:55.140
with these cold email marketing outreaches, these

00:25:55.140 --> 00:25:57.799
LinkedIn automations. So we ended up launching

00:25:57.799 --> 00:26:01.000
a new platform, a new automation for our brand

00:26:01.000 --> 00:26:03.359
when we launched First Class Business. One of

00:26:03.359 --> 00:26:07.200
our automated messages was... It was targeting

00:26:07.200 --> 00:26:09.819
leaders and then saying, hey, you seem like a

00:26:09.819 --> 00:26:12.740
caring leader and we'd love to have you on our

00:26:12.740 --> 00:26:15.240
show, Vision Pros Live. Would you be interested

00:26:15.240 --> 00:26:18.859
in seeing the trailer? No link, a complete, we

00:26:18.859 --> 00:26:21.259
had to get their buy -in before we actually send

00:26:21.259 --> 00:26:23.039
the link so we wouldn't get punished for that.

00:26:23.359 --> 00:26:26.940
And yeah, we had like an 80 % response rate and

00:26:26.940 --> 00:26:29.500
everybody was excited except for the few that

00:26:29.500 --> 00:26:31.599
would, a few would say sure, but nobody was mad.

00:26:32.079 --> 00:26:34.200
One lady even responded, my friends, and she

00:26:34.200 --> 00:26:36.990
said, Oh, my gosh, I'd love to. But I'm at Disney

00:26:36.990 --> 00:26:39.029
World right now. You know, can we talk later

00:26:39.029 --> 00:26:41.410
about this? And I'm like, did I literally just

00:26:41.410 --> 00:26:43.349
get a lady in Disney World who's supposed to

00:26:43.349 --> 00:26:45.589
be focused on those rides to respond to my LinkedIn

00:26:45.589 --> 00:26:48.670
message? That's nuts. That's crazy levels of

00:26:48.670 --> 00:26:51.549
attraction. Right. And so before we did that,

00:26:51.609 --> 00:26:53.869
we had a very similar campaign and I didn't have

00:26:53.869 --> 00:26:56.130
a podcast. And it was, hey, we're looking for

00:26:56.130 --> 00:27:00.349
feedback for a study regarding leadership and

00:27:00.349 --> 00:27:02.289
what's going on with the quiet quitting culture.

00:27:02.779 --> 00:27:05.519
Would you be willing to comment on that for the

00:27:05.519 --> 00:27:07.960
study we're putting together? Once again, it

00:27:07.960 --> 00:27:10.180
was very, very helpful for getting people to

00:27:10.180 --> 00:27:12.220
talk to us and engage with us. I didn't know

00:27:12.220 --> 00:27:14.059
if I wanted to sell them or not. I didn't know

00:27:14.059 --> 00:27:16.920
them. I didn't have a relationship. That's the

00:27:16.920 --> 00:27:19.440
whole point of if you're going to automate a

00:27:19.440 --> 00:27:22.940
message, it is not to sell out the gate. It is

00:27:22.940 --> 00:27:24.920
typically to intrigue, attract, and inspire,

00:27:25.099 --> 00:27:27.099
which are principles that are overlooked in the

00:27:27.099 --> 00:27:29.279
world of business in favor of invite, offer,

00:27:29.400 --> 00:27:31.940
and support. I have no business inviting, offering,

00:27:32.019 --> 00:27:35.119
and supporting people who don't know they want

00:27:35.119 --> 00:27:37.160
that from me. I first got to start with healthy

00:27:37.160 --> 00:27:39.680
boundaries. So those are some elements regarding

00:27:39.680 --> 00:27:43.339
this. Again, Billy, on your side, automated outreach

00:27:43.339 --> 00:27:45.680
and getting strategic guidance on this. What

00:27:45.680 --> 00:27:50.400
are your thoughts? Trying to get that. Yeah,

00:27:50.480 --> 00:27:54.619
that's you still have that mild value. They want

00:27:54.619 --> 00:27:56.640
to be heard. Right. So you're at least reaching

00:27:56.640 --> 00:27:58.559
out and you're getting their insights and you're

00:27:58.559 --> 00:28:00.859
kind of just tapping them. Excuse me. You know,

00:28:00.859 --> 00:28:02.700
and if you get the response or if you get some

00:28:02.700 --> 00:28:05.079
insights, then I wouldn't even say that's cold.

00:28:05.200 --> 00:28:07.660
I think that's a lukewarm because they're responding

00:28:07.660 --> 00:28:09.180
and they're reaching out to you. They're not

00:28:09.180 --> 00:28:11.519
going to like you said before, coldly people

00:28:11.519 --> 00:28:13.420
right away are like they're going to they have

00:28:13.420 --> 00:28:15.539
no dedication to you. They've got no commitment

00:28:15.539 --> 00:28:18.579
to you. What you were doing is kind of a. handoff

00:28:18.579 --> 00:28:21.460
like a lukewarm handoff basically right so are

00:28:21.460 --> 00:28:23.319
you interested in this kind of get some information

00:28:23.319 --> 00:28:26.200
from you about this and you got them to raise

00:28:26.200 --> 00:28:28.240
their hand and say listen i want to partake i

00:28:28.240 --> 00:28:31.640
want you know to to give to you i want to have

00:28:31.640 --> 00:28:34.039
a say in what's going on here so that's an interesting

00:28:34.039 --> 00:28:36.000
way of doing it and i might tweak some of what

00:28:36.000 --> 00:28:38.200
i'm doing based on some of those insights and

00:28:38.200 --> 00:28:39.599
some of those strategies you're using that's

00:28:39.599 --> 00:28:42.549
good I love it. Well, don't click the button

00:28:42.549 --> 00:28:44.470
on my mouse that I clicked. That kicked me out

00:28:44.470 --> 00:28:47.589
of my own pocket. I saw that. I'm like, I got

00:28:47.589 --> 00:28:50.410
big all of a sudden. I must be saying something

00:28:50.410 --> 00:28:53.009
good. You are saying something good and very

00:28:53.009 --> 00:28:54.890
important. Well, thank you for validating what

00:28:54.890 --> 00:28:57.029
we're up to. We haven't even touched cold yet.

00:28:57.410 --> 00:29:00.609
We're still on the warm aspect. That's right.

00:29:00.710 --> 00:29:02.730
That's right. It is very important. Like if we're

00:29:02.730 --> 00:29:05.289
going to reach a cold audience and have a good

00:29:05.289 --> 00:29:07.710
effect, we've got to understand. the elements

00:29:07.710 --> 00:29:10.569
of irresistible marketing and creating irresistible

00:29:10.569 --> 00:29:13.369
offers that are also balanced with what I called

00:29:13.369 --> 00:29:15.150
healthy boundaries, my friends. When you can

00:29:15.150 --> 00:29:17.029
learn to combine those two things, you can create

00:29:17.029 --> 00:29:19.470
systems that are just phenomenal. And so we'll

00:29:19.470 --> 00:29:21.890
get to that in a little bit. But do you have

00:29:21.890 --> 00:29:23.950
any further thoughts, Billy? I got cut out a

00:29:23.950 --> 00:29:25.089
little bit. I didn't get to hear your wisdom.

00:29:25.170 --> 00:29:26.609
So I have to go back and listen to that. But

00:29:26.609 --> 00:29:29.650
any other thoughts on creating the automation

00:29:29.650 --> 00:29:32.910
for outreach and strategic guidance when you

00:29:32.910 --> 00:29:35.140
set that up? No, I don't think I have anything

00:29:35.140 --> 00:29:36.440
further. I think you and I touched on most of

00:29:36.440 --> 00:29:37.799
it. Be sure you're still adding value because

00:29:37.799 --> 00:29:39.640
even when you reached out to those people, you're

00:29:39.640 --> 00:29:41.420
adding value. You're like, hey, listen, we're

00:29:41.420 --> 00:29:43.720
doing a seminar. We're doing a thing. I need

00:29:43.720 --> 00:29:45.420
your feedback. Like you're still adding value.

00:29:45.480 --> 00:29:46.880
You're taking their information. You're making

00:29:46.880 --> 00:29:49.000
them feel validated. You know, you're getting

00:29:49.000 --> 00:29:50.720
their inputs and insights. You're not just selling

00:29:50.720 --> 00:29:54.720
something. So if you're just, it's all warm,

00:29:55.039 --> 00:29:57.819
lukewarm. you know even you're cold even when

00:29:57.819 --> 00:29:59.519
you say you're doing cold you're not really doing

00:29:59.519 --> 00:30:01.920
cold cold you're doing like lukewarm you're not

00:30:01.920 --> 00:30:04.779
really the traditional cold man you're you have

00:30:04.779 --> 00:30:06.539
a little cheat code to it because when i think

00:30:06.539 --> 00:30:08.440
of cold i think of and we'll probably get to

00:30:08.440 --> 00:30:10.339
this i think if you've got a list of people and

00:30:10.339 --> 00:30:11.700
you start calling people on their way to work

00:30:11.700 --> 00:30:13.940
that's cold cold you don't know them you're not

00:30:13.940 --> 00:30:17.700
yeah that's painful that's rough that's not what

00:30:17.700 --> 00:30:20.690
you're doing now It can be very valuable, though.

00:30:20.910 --> 00:30:23.930
And so as somebody who knocked doors for two

00:30:23.930 --> 00:30:27.950
years in Uruguay, I learned to find the love

00:30:27.950 --> 00:30:32.289
for it. And it can kind of be a little bit masochistic,

00:30:32.289 --> 00:30:34.529
too, though, because it can be a bit painful.

00:30:35.390 --> 00:30:38.329
Yeah, there's that. You have to have a high tolerance

00:30:38.329 --> 00:30:41.329
for pain to do it. But that said, you can uncover

00:30:41.329 --> 00:30:43.940
some really, really important. knowledge about

00:30:43.940 --> 00:30:46.299
an industry that usually your warm audience won't

00:30:46.299 --> 00:30:47.380
share with you because they don't want to hurt

00:30:47.380 --> 00:30:49.859
you um you know when they're warm and so ruinous

00:30:49.859 --> 00:30:52.799
empathy comes into play in those realities um

00:30:52.799 --> 00:30:55.119
all right so we were we're talking about these

00:30:55.119 --> 00:30:57.319
automated systems and my friends you can use

00:30:57.319 --> 00:31:00.079
ai to help bolster and jumpstart these processes

00:31:00.730 --> 00:31:02.589
And it can absolutely hurt you in the process

00:31:02.589 --> 00:31:04.809
too. So be aware. It's a very good yes, man.

00:31:04.990 --> 00:31:08.049
The AIs right now, they're at a level at best

00:31:08.049 --> 00:31:10.230
of junior strategists. I'm using Claude and it

00:31:10.230 --> 00:31:12.410
is crushing it at a junior strategist level.

00:31:12.589 --> 00:31:15.089
It makes so many mistakes. And it does so many

00:31:15.089 --> 00:31:17.309
things that if you don't understand marketing,

00:31:17.430 --> 00:31:19.109
you haven't spent 10 years in it, it's going

00:31:19.109 --> 00:31:20.869
to accidentally convince you to do things that

00:31:20.869 --> 00:31:24.230
are just stupid. And in most cases, AI acts more

00:31:24.230 --> 00:31:27.640
like an intern. And so you're not actually working

00:31:27.640 --> 00:31:30.180
with an expert who knows how to create safe bridges

00:31:30.180 --> 00:31:31.960
for your brand. And that's really what marketing

00:31:31.960 --> 00:31:34.460
is. It's about building safe bridges to get people

00:31:34.460 --> 00:31:36.680
from where they are to where they want to go

00:31:36.680 --> 00:31:39.299
and back or to their next location super safely.

00:31:39.500 --> 00:31:41.539
We need to do that for our people. So there's

00:31:41.539 --> 00:31:44.079
no more excuses, business owners. If you want

00:31:44.079 --> 00:31:47.019
to figure out how to hire well, learn Ask AI.

00:31:47.600 --> 00:31:49.579
What's the difference in transformational questions

00:31:49.579 --> 00:31:51.599
and transactional questions? And if you say,

00:31:51.619 --> 00:31:52.799
I already know that now you don't, because the

00:31:52.799 --> 00:31:53.900
next thing you're going to go ask somebody like

00:31:53.900 --> 00:31:56.220
Billy is how much do you cost, which is a transactional

00:31:56.220 --> 00:32:00.920
question. We've got to learn how to honor professionals

00:32:00.920 --> 00:32:03.059
better than that. In addition to learning that

00:32:03.059 --> 00:32:05.700
process, step number two for creating the automated

00:32:05.700 --> 00:32:08.460
systems, ask it, you know, what, what can you

00:32:08.460 --> 00:32:10.220
do for growth, blah, blah, blah, related to warm

00:32:10.220 --> 00:32:12.839
marketing referrals and say, and do me a favor.

00:32:13.450 --> 00:32:15.490
Do some deep research online. You don't have

00:32:15.490 --> 00:32:17.410
to do deep research mode. Just tell it. Do some

00:32:17.410 --> 00:32:20.630
deep research. Find actual case studies, third

00:32:20.630 --> 00:32:24.150
party verified case studies that the solution

00:32:24.150 --> 00:32:27.049
you're going to propose to me actually works.

00:32:27.150 --> 00:32:29.569
It will still lie sometimes, by the way. So,

00:32:29.650 --> 00:32:32.130
again, that's why you have to don't do this by

00:32:32.130 --> 00:32:34.049
yourself. But if you're going to start and then

00:32:34.049 --> 00:32:37.910
ask it, OK, now for creating said systems, you

00:32:37.910 --> 00:32:40.109
know, I need to operate on a minimal budget,

00:32:40.230 --> 00:32:42.410
but I don't want to dishonor the people I'm working

00:32:42.410 --> 00:32:47.500
with. What does the mid -tier market value look

00:32:47.500 --> 00:32:50.440
like for implementing such a system over what

00:32:50.440 --> 00:32:53.579
period of time? You can do all of this research

00:32:53.579 --> 00:32:55.940
upfront these days. You do not have to go in

00:32:55.940 --> 00:32:58.759
blind to your marketing meetings and your leadership

00:32:58.759 --> 00:33:00.700
meetings and your hiring meetings. Please stop

00:33:00.700 --> 00:33:03.240
doing it. It's disgusting. It's not helpful.

00:33:03.299 --> 00:33:04.880
It doesn't make you look good as a business owner.

00:33:05.200 --> 00:33:06.619
It doesn't make you look like a good leader.

00:33:06.660 --> 00:33:08.279
Why? Because you're not if you're doing that.

00:33:08.359 --> 00:33:11.160
So do your research up front. It only takes five

00:33:11.160 --> 00:33:13.519
to 10 minutes, maybe 30 if you're being super

00:33:13.519 --> 00:33:16.220
diligent about it. And you can get so much context

00:33:16.220 --> 00:33:18.279
around the value that you might be able to create.

00:33:18.619 --> 00:33:21.779
And then ask it. Build a scope of work for this.

00:33:22.079 --> 00:33:25.859
Break it down. It's task by task, hour by hour.

00:33:26.349 --> 00:33:28.250
team member by team member who needs involved

00:33:28.250 --> 00:33:31.130
in order to launch this whole process. I'm promising

00:33:31.130 --> 00:33:34.529
you AI will get that somewhere between 60 % and

00:33:34.529 --> 00:33:37.349
90 % right. And if you just ask it after that,

00:33:37.369 --> 00:33:39.089
is there anything you forgot? It will actually

00:33:39.089 --> 00:33:41.450
fill in most of those gaps too, but you will

00:33:41.450 --> 00:33:43.490
still have pivotal gaps. You do not want a bridge

00:33:43.490 --> 00:33:45.990
that has a break in it. That does not work. You

00:33:45.990 --> 00:33:49.230
need a full bridge. So secrets about warm marketing

00:33:49.230 --> 00:33:51.559
referrals that actually hurt your brand. Most

00:33:51.559 --> 00:33:53.599
people aren't doing this when they're building

00:33:53.599 --> 00:33:55.440
their brands. They're not doing this level of

00:33:55.440 --> 00:33:58.319
research. So that's more on how to do the automation

00:33:58.319 --> 00:34:00.660
side of it and how to prepare for that and having

00:34:00.660 --> 00:34:02.180
your team members help. And that's cool too,

00:34:02.279 --> 00:34:04.359
but always refer back to an expert. And then

00:34:04.359 --> 00:34:10.360
when the brands say we grow from referrals, that's

00:34:10.360 --> 00:34:14.159
a signal for your market that I'm going to reinterpret

00:34:14.159 --> 00:34:18.780
that. We can't attract strangers to our business.

00:34:19.619 --> 00:34:21.960
That's what I hear when I hear somebody say that.

00:34:22.079 --> 00:34:25.559
And I know it's true because if you're only growing

00:34:25.559 --> 00:34:27.900
based on referrals, it's because you probably

00:34:27.900 --> 00:34:29.880
don't have a website that makes a lot of sense.

00:34:29.960 --> 00:34:31.619
You probably don't have a marketing strategy

00:34:31.619 --> 00:34:34.599
that's actually reaching people who could be

00:34:34.599 --> 00:34:37.239
in need of what you have. And you might've tried

00:34:37.239 --> 00:34:39.460
some of that, but you got burned out by the amount

00:34:39.460 --> 00:34:41.800
of unqualified people who came through and wasted

00:34:41.800 --> 00:34:43.920
your time. And you wasted their time too, by

00:34:43.920 --> 00:34:46.579
the way. It's all about the process of truly

00:34:46.579 --> 00:34:48.760
pre -qualifying and helping people realize they're

00:34:48.760 --> 00:34:50.460
in the right place for the right reason at the

00:34:50.460 --> 00:34:53.019
right time. That's easier said than done. But

00:34:53.019 --> 00:34:55.219
it's important to get that done in order to really

00:34:55.219 --> 00:34:56.900
expand what we're doing. Because most people

00:34:56.900 --> 00:34:59.480
I know that almost everybody I know that tells

00:34:59.480 --> 00:35:01.900
me we grow solely based on referrals. You're

00:35:01.900 --> 00:35:04.519
struggling. You have major debts. You have team

00:35:04.519 --> 00:35:06.739
members who are underpaid. You are underpaid.

00:35:06.880 --> 00:35:09.059
Your spouse is probably not happy. And there's

00:35:09.059 --> 00:35:10.599
all sorts of other challenges going on. But you

00:35:10.599 --> 00:35:12.679
can't admit any of that because if you show anything

00:35:12.679 --> 00:35:15.150
but. You're a strong face in the market. You're

00:35:15.150 --> 00:35:16.590
worried that nobody's going to buy from you.

00:35:16.670 --> 00:35:19.210
And you might actually be right about that. But

00:35:19.210 --> 00:35:21.070
unfortunately, now you're getting inauthentic

00:35:21.070 --> 00:35:23.829
people to buy from you. So there's a huge opportunity

00:35:23.829 --> 00:35:26.550
here. Don't hide behind your, we get referrals

00:35:26.550 --> 00:35:29.630
shield, right? Be proud of your referrals, but

00:35:29.630 --> 00:35:32.409
also be open to systems that help you scale responsibly.

00:35:32.730 --> 00:35:34.570
Really, I hit pretty hard on that one. What are

00:35:34.570 --> 00:35:38.090
your thoughts? I have an asterisk, right? Because

00:35:38.090 --> 00:35:40.969
since I'm in the world of real estate, my time

00:35:40.969 --> 00:35:43.880
is not infinite. I've got finite time where I

00:35:43.880 --> 00:35:45.340
can show houses and do all those different things.

00:35:45.539 --> 00:35:47.619
So when I run my referral based business in real

00:35:47.619 --> 00:35:49.920
estate is because I only have finite number of

00:35:49.920 --> 00:35:52.380
hours per day. So I just do everything through

00:35:52.380 --> 00:35:55.079
referral because I'm not an online business where

00:35:55.079 --> 00:35:57.219
I can sell 24 hours a day in that regards. So

00:35:57.219 --> 00:36:00.039
that's the asterisk. I think that's kind of the,

00:36:00.139 --> 00:36:03.400
not who your target audience was when you said

00:36:03.400 --> 00:36:05.940
that just now, the people that are like working

00:36:05.940 --> 00:36:08.440
10 hour days. Oh no, I'm talking to all of them.

00:36:08.920 --> 00:36:12.420
And then, so, so in that regard, I have just

00:36:12.420 --> 00:36:15.639
referrals because I only want 10, 15, 20 people

00:36:15.639 --> 00:36:18.659
a year, but if I, in my marketing side, let me

00:36:18.659 --> 00:36:21.199
ask you an unfair question though, Billy, can

00:36:21.199 --> 00:36:24.780
you afford to buy 20 billboards in your city?

00:36:26.159 --> 00:36:30.659
I know because that wouldn't work, but have you

00:36:30.659 --> 00:36:35.429
ever done it? No. how about we'll change it to

00:36:35.429 --> 00:36:37.570
google ads we'll change from signs to google

00:36:37.570 --> 00:36:39.530
ads do i have yeah can you spend a hundred thousand

00:36:39.530 --> 00:36:42.449
dollars a month on google ads billy yes you know

00:36:42.449 --> 00:36:44.389
do you have a hundred thousand dollars my point

00:36:44.389 --> 00:36:48.079
is it's it's hard to compare and look at what

00:36:48.079 --> 00:36:49.860
else is out there if we don't have those budgets

00:36:49.860 --> 00:36:51.559
look i don't have a hundred million dollar budget

00:36:51.559 --> 00:36:53.579
for first class business or vision pros live

00:36:53.579 --> 00:36:56.400
um you know we're startup too and so i'm not

00:36:56.400 --> 00:36:58.300
hiding from it i want i want those leaders who

00:36:58.300 --> 00:37:00.500
are listening to understand know that while i

00:37:00.500 --> 00:37:02.900
know the value of cold audiences and building

00:37:02.900 --> 00:37:05.460
them you have to have a certain amount of money

00:37:05.460 --> 00:37:07.900
in order to invest in that in order to scale

00:37:07.900 --> 00:37:11.210
it properly. So I'm not, I'm not saying Billy's

00:37:11.210 --> 00:37:12.789
wrong in what he's doing. I'm also not saying,

00:37:12.809 --> 00:37:14.329
well, Billy, just go buy a bunch of billboards

00:37:14.329 --> 00:37:18.030
as much as continuing where you're going with

00:37:18.030 --> 00:37:19.690
it. And let's explore the other alternatives

00:37:19.690 --> 00:37:21.820
as well. That makes sense. No, I agree with you.

00:37:21.940 --> 00:37:25.039
Like I should be able to. And I do. You end up

00:37:25.039 --> 00:37:27.719
attracting people that are cold just based on

00:37:27.719 --> 00:37:30.400
your referrals. And I do all the local marketing

00:37:30.400 --> 00:37:32.739
stuff and I do like the outreach. And so people

00:37:32.739 --> 00:37:34.860
see what you're doing. And because I'm helping

00:37:34.860 --> 00:37:36.420
the community and I'm out there doing videos

00:37:36.420 --> 00:37:38.860
and helping my local business owners, I gain

00:37:38.860 --> 00:37:41.039
trust from people that don't know me. Right.

00:37:41.099 --> 00:37:42.599
Because you're doing these kind deeds and you're

00:37:42.599 --> 00:37:45.219
doing things like, for example, I ended up somehow

00:37:45.219 --> 00:37:48.980
I got in charge of a STEM program in our community.

00:37:49.500 --> 00:37:51.199
which basically are students who are going to

00:37:51.199 --> 00:37:53.599
be engineers and do things like that. I got asked

00:37:53.599 --> 00:37:57.719
to run the food truck festival to raise money

00:37:57.719 --> 00:37:59.699
for this program for the kids that are going

00:37:59.699 --> 00:38:01.420
from states to nationals because they're like,

00:38:01.460 --> 00:38:03.480
we see you out there. You're doing all this stuff

00:38:03.480 --> 00:38:04.940
for the community. Can you help us run this?

00:38:05.179 --> 00:38:07.440
My kids aren't even in this program. Like I haven't

00:38:07.440 --> 00:38:10.260
been in that sphere for a while, but because

00:38:10.260 --> 00:38:11.880
you're out there and you're doing these things

00:38:11.880 --> 00:38:14.380
and you gain trust and you know all the different

00:38:14.380 --> 00:38:17.579
people that they trust, like you just, you gravitate,

00:38:17.679 --> 00:38:20.099
people gravitate to you. because you're doing

00:38:20.099 --> 00:38:22.280
things that are good for the community. You're

00:38:22.280 --> 00:38:26.300
doing all this positive impact. And you end up

00:38:26.300 --> 00:38:28.039
putting yourself in positions you would have

00:38:28.039 --> 00:38:30.019
never had if you were paying for Google ads.

00:38:30.300 --> 00:38:32.059
You're meeting people you never would have met

00:38:32.059 --> 00:38:34.940
just by putting up billboards. It's just a different

00:38:34.940 --> 00:38:38.059
feel. It's a different vibe. So I do get it,

00:38:38.079 --> 00:38:40.960
but I get it in a different means by knowing

00:38:40.960 --> 00:38:42.800
the different people. So it's kind of an interesting...

00:38:43.460 --> 00:38:46.219
Yeah. Our takes are different. Same, but different.

00:38:46.300 --> 00:38:48.639
Well, it's, it's super. Well, so I'm, I'm an,

00:38:48.659 --> 00:38:51.760
I'm an and guy. I'm an abundance guy. Be out

00:38:51.760 --> 00:38:54.159
in the community, do the wonderful things. One,

00:38:54.260 --> 00:38:57.039
it also fulfills, fulfills our human need that

00:38:57.039 --> 00:38:59.699
almost no human fulfills in life to contribute

00:38:59.699 --> 00:39:03.480
and to be significant as well. So you have an

00:39:03.480 --> 00:39:06.260
awesome opportunity to get into that. And. You

00:39:06.260 --> 00:39:07.599
don't have to say, well, I'm doing this so I

00:39:07.599 --> 00:39:10.099
can't or I'm doing this, but I won't. Right.

00:39:10.159 --> 00:39:12.980
There's there's that and aspect of it. So if

00:39:12.980 --> 00:39:14.940
you were to if you were to today, visionary,

00:39:15.019 --> 00:39:17.659
if you were to purchase a billboard, I would

00:39:17.659 --> 00:39:20.840
I would go, oh, my gosh, they didn't bother consulting

00:39:20.840 --> 00:39:23.219
with the extra. Right. If you don't have the

00:39:23.219 --> 00:39:25.699
landing page and you have the testimonials, you

00:39:25.699 --> 00:39:27.380
don't have the case studies, you don't have the

00:39:27.380 --> 00:39:29.159
download process. You don't have the automated

00:39:29.159 --> 00:39:31.019
workflow for the nurturing systems. You don't

00:39:31.019 --> 00:39:32.500
have the frequently asked questions answered.

00:39:32.539 --> 00:39:34.860
I'm giving you, by the way, the entire recipe.

00:39:35.340 --> 00:39:37.179
for how to make sure that you position yourself

00:39:37.179 --> 00:39:39.119
well, because if you don't build the bridge,

00:39:39.280 --> 00:39:42.059
if you just go for the source or the medium,

00:39:42.300 --> 00:39:46.219
you're likely going to fail. And so don't go

00:39:46.219 --> 00:39:49.039
the cold route without understanding how to build

00:39:49.039 --> 00:39:51.360
it out. So that's why I said, Billy, he shouldn't

00:39:51.360 --> 00:39:53.420
be doing the billboards thing or going to the

00:39:53.420 --> 00:39:55.619
ads thing until he has those elements in place

00:39:55.619 --> 00:39:58.840
too. And all of us have the ability to reverse

00:39:58.840 --> 00:40:01.880
engineer the forecast for this type of traction.

00:40:02.429 --> 00:40:04.690
And so we really need to be responsible. Play

00:40:04.690 --> 00:40:07.030
Monopoly before you go out and try to be the

00:40:07.030 --> 00:40:10.190
king of real estate. Learn the arts of what to

00:40:10.190 --> 00:40:12.989
do with it. So let's move to the next subject,

00:40:13.070 --> 00:40:15.550
which is that warm marketing versus cold audience

00:40:15.550 --> 00:40:18.230
strategy. And we're going to talk a little bit

00:40:18.230 --> 00:40:21.929
about are our competitors competitors or are

00:40:21.929 --> 00:40:25.170
they possible companions? Most of that has to

00:40:25.170 --> 00:40:26.769
do with how we show up in the market. You're

00:40:26.769 --> 00:40:29.480
going to find dog eat dog people out there. but

00:40:29.480 --> 00:40:31.980
there are most people are not dog eat dog in

00:40:31.980 --> 00:40:34.340
most societies that i've lived in and so if you

00:40:34.340 --> 00:40:36.659
can go out and you can be that champion of of

00:40:36.659 --> 00:40:40.719
cause to include people and to create value with

00:40:40.719 --> 00:40:43.380
others you can create strategic alliances and

00:40:43.380 --> 00:40:47.119
allies that lead to referrals as well so um anything

00:40:47.119 --> 00:40:49.500
anything specific any specific secrets you want

00:40:49.500 --> 00:40:52.039
to reveal about warm marketing billy before i

00:40:52.039 --> 00:40:56.400
talk about cold Ooh, any secrets about war marketing?

00:40:56.760 --> 00:40:58.719
Yeah, anything that visionaries might be overlooking

00:40:58.719 --> 00:41:01.659
and should dive in and ask you or AI about? I

00:41:01.659 --> 00:41:04.119
think, honestly, I think what you won't get from

00:41:04.119 --> 00:41:06.500
AI and the secret kind of is it takes patience,

00:41:06.699 --> 00:41:09.139
but you're not building it to sell something

00:41:09.139 --> 00:41:11.500
right away. You're building it because I want

00:41:11.500 --> 00:41:14.449
a career. I want a business. 15 years from now,

00:41:14.510 --> 00:41:17.030
10 years from now, 20 years from now. And so

00:41:17.030 --> 00:41:19.550
you can't expect this to turn around and do sales

00:41:19.550 --> 00:41:22.050
right away. But in five years, you're going to

00:41:22.050 --> 00:41:23.570
look back and be like, I'm glad I started this.

00:41:23.650 --> 00:41:26.909
Then my career is ingrained. When I talk to entrepreneurs,

00:41:27.130 --> 00:41:28.530
I'm like, all right, so look in your office.

00:41:29.670 --> 00:41:31.929
Think about the most senior person in your office.

00:41:32.110 --> 00:41:34.329
Is that senior person who wins all the awards

00:41:34.329 --> 00:41:36.210
and sells all? Are they sitting back there making

00:41:36.210 --> 00:41:39.150
400 cold calls every single day? Probably not.

00:41:39.500 --> 00:41:41.380
They're probably sitting in the back of the office

00:41:41.380 --> 00:41:43.440
and referrals come to them and they know everybody.

00:41:43.880 --> 00:41:46.400
And it probably all comes to them because they

00:41:46.400 --> 00:41:49.619
put the time in to know everybody. And wouldn't

00:41:49.619 --> 00:41:51.320
we want our business to be more like that where

00:41:51.320 --> 00:41:52.300
we're like, you know what, I'm going to show

00:41:52.300 --> 00:41:53.980
up today and make some calls. I know some people.

00:41:54.500 --> 00:41:56.599
I have referral partners. I've got friends who

00:41:56.599 --> 00:41:58.820
grab some coffee in my business runs more of

00:41:58.820 --> 00:42:03.380
a more naturally, more, more seamlessly than,

00:42:03.380 --> 00:42:05.519
you know, making 400 cold calls every single

00:42:05.519 --> 00:42:07.179
day. I just think that's a painful way to do

00:42:07.179 --> 00:42:09.059
it, you know, and I just. I think the secret

00:42:09.059 --> 00:42:12.300
is patience. That's the patience, you know? I

00:42:12.300 --> 00:42:14.360
love it. Patience is one of our core pillars,

00:42:14.500 --> 00:42:17.300
our virtues at First Class Business. Patience

00:42:17.300 --> 00:42:19.219
and persistence are two of the pillars that go

00:42:19.219 --> 00:42:21.099
hand in hand, my friends. They're not enemies

00:42:21.099 --> 00:42:23.599
of each other. They work well together. So I

00:42:23.599 --> 00:42:26.869
love that. I agree with it completely. I do believe

00:42:26.869 --> 00:42:29.269
there's an opportunity to explore and expound

00:42:29.269 --> 00:42:32.690
upon both opportunities. So to one of Billy's

00:42:32.690 --> 00:42:34.829
points, I had a counterpart in sales when I was

00:42:34.829 --> 00:42:36.949
at Restaurant Connect, and he had close to a

00:42:36.949 --> 00:42:39.929
90 % close ratio. He could close almost anybody.

00:42:40.050 --> 00:42:42.590
He could sell ice to Eskimos. And I got beat

00:42:42.590 --> 00:42:45.929
up a lot because I had a 60 % or so close ratio,

00:42:46.050 --> 00:42:47.389
which should have been pretty good, but man.

00:42:47.849 --> 00:42:49.510
My psyche was off because everybody's like, Jackson,

00:42:49.590 --> 00:42:51.590
why don't you sell as well as he does? I'm like,

00:42:51.710 --> 00:42:53.889
I don't know. I was like, I can't sell people.

00:42:54.070 --> 00:42:57.030
I need it to be inception. I need them to come

00:42:57.030 --> 00:42:59.090
to their own conclusion about what they wanted.

00:42:59.210 --> 00:43:02.110
And sure enough, three years later, I had 100

00:43:02.110 --> 00:43:04.250
% retention rate with all of our clients still

00:43:04.250 --> 00:43:07.469
to that day. Nobody had canceled. And he had

00:43:07.469 --> 00:43:10.070
a 50 % retention rate. I was going to ask that.

00:43:10.090 --> 00:43:14.130
The problem with that was we wished his 50 %

00:43:14.130 --> 00:43:16.630
that stayed would leave because they were all

00:43:16.630 --> 00:43:19.409
pissed off. And how he had oversold them. They

00:43:19.409 --> 00:43:21.690
were all mad that, oh, he told me this was going

00:43:21.690 --> 00:43:23.150
to be here. He told me this is going to happen.

00:43:23.210 --> 00:43:25.170
This is coming and it hasn't happened. And it's

00:43:25.170 --> 00:43:26.690
been six months. I mean, it was such a nightmare

00:43:26.690 --> 00:43:29.309
to work with these customers who unfortunately

00:43:29.309 --> 00:43:33.289
had been coerced into using a system rather than

00:43:33.289 --> 00:43:36.670
being shown how to understand and really appreciate

00:43:36.670 --> 00:43:38.610
what it was they were doing for themselves. So,

00:43:38.610 --> 00:43:41.489
Billy, you're spot on about the ability to build

00:43:41.489 --> 00:43:43.789
these relationships long term. My friends, I

00:43:43.789 --> 00:43:46.010
want to unlock some of the secrets of cold audience

00:43:46.010 --> 00:43:51.429
targeting and cold audience attraction so that

00:43:51.429 --> 00:43:55.429
you can also enhance your warm audience's reception

00:43:55.429 --> 00:43:57.929
of your messages. So one of the greatest systems

00:43:57.929 --> 00:44:01.469
you can use for this is Facebook ads. You can

00:44:01.469 --> 00:44:03.849
run a Facebook ad at a dollar per day. Now, it's

00:44:03.849 --> 00:44:06.510
going to take you a while to get true. bottom

00:44:06.510 --> 00:44:08.969
of the funnel results. In other words, to get

00:44:08.969 --> 00:44:10.889
returns on that, it's not going to be likely,

00:44:10.989 --> 00:44:13.889
but you can easily test the value of your messaging

00:44:13.889 --> 00:44:17.409
doing this because it's going to show that message

00:44:17.409 --> 00:44:19.650
to hundreds of people. So I can either go out

00:44:19.650 --> 00:44:22.070
to my warm audience with my new idea. Oh, I'm

00:44:22.070 --> 00:44:26.409
going to talk about why real estate in San Antonio

00:44:26.409 --> 00:44:32.050
is so important to people, right? That's my message.

00:44:32.610 --> 00:44:34.090
Obviously, it's not a good message, my friends.

00:44:34.190 --> 00:44:35.329
You got to do better than that, right? That's

00:44:35.329 --> 00:44:38.000
my point. I can go out to my warm audience and

00:44:38.000 --> 00:44:40.320
I can bother them with that like they're lab

00:44:40.320 --> 00:44:42.760
rats. I can treat them all like lab rats, my

00:44:42.760 --> 00:44:45.760
little bitty message. Or I can put that same

00:44:45.760 --> 00:44:49.159
ad on Facebook and I can leave it broad targeting

00:44:49.159 --> 00:44:52.179
because the algorithm is smart enough to put

00:44:52.179 --> 00:44:53.719
that ad in front of people who are going to care

00:44:53.719 --> 00:44:56.480
about it. And the thing is, it's such a bad ad,

00:44:56.579 --> 00:44:59.179
my friends. This is such a great example that

00:44:59.179 --> 00:45:02.380
nobody's going to like it. People comment on

00:45:02.380 --> 00:45:03.800
it, they're going to make fun of it. They're

00:45:03.800 --> 00:45:06.179
not going to share it. And there's a little button

00:45:06.179 --> 00:45:08.539
on there that says, please show me fewer ads

00:45:08.539 --> 00:45:11.159
like this. Because Facebook doesn't want to show

00:45:11.159 --> 00:45:12.559
you crappy ads. It wants to show you what you

00:45:12.559 --> 00:45:15.579
want to see. So you stay on their platform. And

00:45:15.579 --> 00:45:17.519
so Mark Zuckerberg is going to be quietly whispering

00:45:17.519 --> 00:45:19.400
to you, Jackson, please turn that ad off. It's

00:45:19.400 --> 00:45:21.320
awful. Jackson, we don't want it. And he's going

00:45:21.320 --> 00:45:23.719
to raise the cost on it. And what happens is

00:45:23.719 --> 00:45:26.699
most small business owners blame Facebook. And

00:45:26.699 --> 00:45:27.880
they say, well, Facebook doesn't want to show

00:45:27.880 --> 00:45:30.380
my business. No, your business sucks. Your ad

00:45:30.380 --> 00:45:35.179
was awful. And so instead now. I didn't bother

00:45:35.179 --> 00:45:38.440
my warm market. I put this out to a cold audience

00:45:38.440 --> 00:45:40.400
and I spent a couple bucks and within a matter

00:45:40.400 --> 00:45:43.440
of $15, I'd probably know if that ad is going

00:45:43.440 --> 00:45:45.440
to do something good or not. And how do I know

00:45:45.440 --> 00:45:47.360
if it's going to do good? The opposite. If I

00:45:47.360 --> 00:45:49.579
put an ad out there, Realtors, it says, find

00:45:49.579 --> 00:45:52.159
out your maximum home value. Thank you, Matt

00:45:52.159 --> 00:45:53.739
O 'Neill, Charleston, South Carolina, one of

00:45:53.739 --> 00:45:56.099
the best Realtors in the world. If I put that

00:45:56.099 --> 00:45:59.739
type of ad out there and I get likes and I get

00:45:59.739 --> 00:46:03.659
comments and I get some shares on it. Facebook

00:46:03.659 --> 00:46:07.260
lowers the cost of the ad because it knows that,

00:46:07.280 --> 00:46:09.500
wow, people are actually digging this. And in

00:46:09.500 --> 00:46:12.679
addition to that, I know that people are resonating

00:46:12.679 --> 00:46:14.000
with that. If you can get people who are supposed

00:46:14.000 --> 00:46:16.280
to hate what you say in business, people say

00:46:16.280 --> 00:46:17.659
they hate ads. They don't hate ads. They hate

00:46:17.659 --> 00:46:19.900
crappy ads. But if people actually like your

00:46:19.900 --> 00:46:22.699
ad who don't know you, that same message is going

00:46:22.699 --> 00:46:25.159
to resonate that much more with your warm market.

00:46:25.239 --> 00:46:27.349
So if you're going to be cheap. And you're going

00:46:27.349 --> 00:46:31.190
to avoid working with experts, at least spend

00:46:31.190 --> 00:46:34.530
a minimum amount of money checking your vision,

00:46:34.670 --> 00:46:37.650
your offer, your invitation against a cold audience

00:46:37.650 --> 00:46:40.150
that doesn't hurt your reputation with your warm

00:46:40.150 --> 00:46:42.869
audience. And then you can work on learning how

00:46:42.869 --> 00:46:45.090
to scale the rest of that because you can crush

00:46:45.090 --> 00:46:47.929
it. And like at NordicTrack, they got a 32 to

00:46:47.929 --> 00:46:50.929
one return on their ad spend. That's $32 for

00:46:50.929 --> 00:46:53.719
every dollar they spent, 15 ,000 spent. $430

00:46:53.719 --> 00:46:57.699
,000 in sales within a two week period on a cold

00:46:57.699 --> 00:47:00.019
advertisement. Like it's so important that we

00:47:00.019 --> 00:47:02.380
know how to leverage these systems and use them

00:47:02.380 --> 00:47:05.460
for, for growing our visions. So moving to the,

00:47:05.460 --> 00:47:08.920
well, I've got an ad. Let's hit it. You love

00:47:08.920 --> 00:47:11.360
the word. You love an ad. And I have an, and

00:47:11.360 --> 00:47:14.440
so I, an, and to the Facebook marketing, what

00:47:14.440 --> 00:47:16.179
we've done when we've gotten great results from,

00:47:16.219 --> 00:47:17.960
and it's grown our audience really quickly as

00:47:17.960 --> 00:47:19.840
we do a local business gift card giveaway every

00:47:19.840 --> 00:47:22.239
week. And we do that. We tag the business. But

00:47:22.239 --> 00:47:24.239
then you can still get the information you want.

00:47:24.320 --> 00:47:27.880
Right. So let's say you have the business featured

00:47:27.880 --> 00:47:30.139
and you want your audience to answer a certain

00:47:30.139 --> 00:47:32.860
question in order to be entered into that gift

00:47:32.860 --> 00:47:35.280
card. You put that in there and you get tons

00:47:35.280 --> 00:47:38.099
of feedback. You get all kinds of feedback. And

00:47:38.099 --> 00:47:40.260
what you want to do is, hey, answer this question

00:47:40.260 --> 00:47:42.119
so I can get feedback and then tag a friend so

00:47:42.119 --> 00:47:45.219
that both of you can go. to the restaurant together

00:47:45.219 --> 00:47:47.380
or whatever they'll start tagging their friends

00:47:47.380 --> 00:47:49.280
no problem like people love themselves some gift

00:47:49.280 --> 00:47:51.659
cards you're helping that business out you're

00:47:51.659 --> 00:47:53.500
collecting information much faster than you would

00:47:53.500 --> 00:47:55.860
with an ad and it's your own audience so i'm

00:47:55.860 --> 00:47:58.400
getting a very targeted group of people not just

00:47:58.400 --> 00:48:01.119
a spray and pray So that has worked out for us

00:48:01.119 --> 00:48:03.139
really well. And we've doubled, tripled our audience

00:48:03.139 --> 00:48:05.099
just by doing a gift card giveaway every week.

00:48:05.099 --> 00:48:07.019
And you grab some of the businesses will even

00:48:07.019 --> 00:48:08.519
like volunteer. Like, Hey, listen, I saw you

00:48:08.519 --> 00:48:10.500
got a lot of traction. Can I give you a 50 bucks

00:48:10.500 --> 00:48:13.239
or 20 bucks? Make me the next big gift card giveaway

00:48:13.239 --> 00:48:15.320
next week. And you, sometimes you can get it

00:48:15.320 --> 00:48:17.280
for free. Like if you get some businesses on

00:48:17.280 --> 00:48:18.920
hopping on board and you still can collect that

00:48:18.920 --> 00:48:20.440
information and collect the data and get that

00:48:20.440 --> 00:48:22.719
feedback from people because, well, the only

00:48:22.719 --> 00:48:24.400
problem is that you get those bots that sneak

00:48:24.400 --> 00:48:26.579
in there. Be careful of bots because once you

00:48:26.579 --> 00:48:29.010
start getting. a thousand two thousand people

00:48:29.010 --> 00:48:30.769
who like it and commenting on things those bots

00:48:30.769 --> 00:48:33.670
sneak in and start doing their oh click here

00:48:33.670 --> 00:48:35.449
and win a ten thousand dollars that's the only

00:48:35.449 --> 00:48:37.130
problem i had with it but we collected information

00:48:37.130 --> 00:48:39.849
very quickly and we helped the community and

00:48:39.849 --> 00:48:42.530
we built our audience all at the same time Oh

00:48:42.530 --> 00:48:44.949
man, that's amazing. And I love it as an and.

00:48:45.050 --> 00:48:48.110
I do. And I used to participate in a networking

00:48:48.110 --> 00:48:51.409
group in San Antonio that every week they would

00:48:51.409 --> 00:48:53.329
do a giveaway like that. And it was certainly

00:48:53.329 --> 00:48:55.829
helpful for the few of us who knew how to win,

00:48:55.909 --> 00:48:57.989
but it was so sad to see how many people came

00:48:57.989 --> 00:49:00.750
back for the cheap tricks. and never ended up

00:49:00.750 --> 00:49:03.030
getting referrals and never ended up actually

00:49:03.030 --> 00:49:04.389
running their business. I didn't even know how

00:49:04.389 --> 00:49:07.469
they survived. And so it's very important, my

00:49:07.469 --> 00:49:09.630
friends, that we use these to bolster what it

00:49:09.630 --> 00:49:11.510
is we're up to, not hide from the opportunities

00:49:11.510 --> 00:49:13.750
to learn from the greater opportunities. But

00:49:13.750 --> 00:49:14.969
I definitely want to talk to you more about that,

00:49:15.050 --> 00:49:16.969
Billy, because I think there's great ways we

00:49:16.969 --> 00:49:19.929
could implement that for podcasting and help

00:49:19.929 --> 00:49:22.030
people on a national scale as well. But obviously,

00:49:22.050 --> 00:49:23.530
we need to dive in more. My friends, if you have

00:49:23.530 --> 00:49:25.710
more to learn from Billy about this process,

00:49:25.909 --> 00:49:26.949
and you're like, man, I want to learn how to

00:49:26.949 --> 00:49:28.869
do that for my market, then reach out to him

00:49:28.869 --> 00:49:30.719
on LinkedIn. um you know actually check out and

00:49:30.719 --> 00:49:33.380
see like what what he can do to help you in your

00:49:33.380 --> 00:49:36.539
specific uh realities because right now we're

00:49:36.539 --> 00:49:38.239
speaking about our own personal stories and we're

00:49:38.239 --> 00:49:40.340
speaking in general for the sake of all visionaries

00:49:40.340 --> 00:49:41.719
but when you get into a one -on -one conversation

00:49:41.719 --> 00:49:44.960
with us it gives us a chance to do exactly what

00:49:44.960 --> 00:49:46.659
we said earlier ask you to tell me more about

00:49:46.659 --> 00:49:48.849
the situation So we can fully understand how

00:49:48.849 --> 00:49:50.650
do these principles potentially apply with your

00:49:50.650 --> 00:49:52.610
existing strengths, weaknesses, opportunities,

00:49:52.849 --> 00:49:54.190
and threats. We're going to hit one last thing

00:49:54.190 --> 00:49:56.170
real fast because I know we both got to go. The

00:49:56.170 --> 00:50:00.710
reframe that turns referral dependence into real

00:50:00.710 --> 00:50:04.250
brand confidence. I'm going to hit an angle I

00:50:04.250 --> 00:50:05.949
wasn't planning on for that, but I think really

00:50:05.949 --> 00:50:08.510
for me, it just comes down to quality assurance,

00:50:08.710 --> 00:50:11.909
right? If you're getting referrals. then you

00:50:11.909 --> 00:50:14.309
want to dive into that book, Raving Fans by Ken

00:50:14.309 --> 00:50:16.269
Blanchard to find out how do I take care of everybody

00:50:16.269 --> 00:50:18.730
who's absolutely touched by this process or this

00:50:18.730 --> 00:50:21.050
experience of working with us. And if you can

00:50:21.050 --> 00:50:23.750
reframe your brand around that level of customer

00:50:23.750 --> 00:50:26.130
service where you're truly taking care of everybody,

00:50:26.449 --> 00:50:28.949
and that puts you in a phenomenal position to

00:50:28.949 --> 00:50:31.690
be able to have a confident brand. Now, you're

00:50:31.690 --> 00:50:33.130
going to need to do a little bit above and beyond

00:50:33.130 --> 00:50:36.710
to get online reviews and testimonials. And there's

00:50:36.710 --> 00:50:39.309
systems that can help with that. I don't recommend

00:50:39.309 --> 00:50:42.199
the automated systems. I recommend either working

00:50:42.199 --> 00:50:44.260
with AI or asking us for some of our materials

00:50:44.260 --> 00:50:46.519
related to this, but do everything you can to

00:50:46.519 --> 00:50:48.320
make sure that you have as much social proof

00:50:48.320 --> 00:50:50.760
as possible about what it is you do and how it

00:50:50.760 --> 00:50:52.239
is you help others. Because at the end of the

00:50:52.239 --> 00:50:54.440
day, even though we want everybody to do their

00:50:54.440 --> 00:50:56.119
due diligence and know exactly why they work

00:50:56.119 --> 00:50:57.860
with us and why they should work with us and

00:50:57.860 --> 00:50:59.440
the case studies and all that, most people are

00:50:59.440 --> 00:51:02.159
just going to follow what others do. And so you

00:51:02.159 --> 00:51:04.139
want to make sure that you have those transformational

00:51:04.139 --> 00:51:07.420
stories depicting what it is you do as a visionary.

00:51:08.049 --> 00:51:09.610
So others can say, you know what, I want to have

00:51:09.610 --> 00:51:11.409
the same type of experience. And like I said,

00:51:11.409 --> 00:51:13.429
double down on your quality assurance and making

00:51:13.429 --> 00:51:15.269
sure that people win with you. Billy, what are

00:51:15.269 --> 00:51:18.010
your thoughts on reframing the referral process

00:51:18.010 --> 00:51:20.710
in order to create a confident brand? Yeah, no,

00:51:20.809 --> 00:51:22.070
I'm going to have a set of challenge. How about

00:51:22.070 --> 00:51:23.789
this? I'm going to take it in a different direction.

00:51:24.150 --> 00:51:26.030
What I've been preaching this week actually is

00:51:26.030 --> 00:51:27.650
especially spring cleaning. Everybody's doing

00:51:27.650 --> 00:51:30.449
their spring cleaning. Go through your CRM. Go

00:51:30.449 --> 00:51:32.409
through all the people in your CRM. And in that

00:51:32.409 --> 00:51:35.539
box where it says notes or comments. Say, what

00:51:35.539 --> 00:51:39.159
value add do I have for this person? What can

00:51:39.159 --> 00:51:41.920
I do for their business? And if you can't, if

00:51:41.920 --> 00:51:43.940
you can't either reach out and be like, hey,

00:51:43.940 --> 00:51:46.559
listen, I'm missing information. I want to know

00:51:46.559 --> 00:51:47.760
how I can help you. I want to have a meeting.

00:51:47.880 --> 00:51:50.079
I want to get your pain point or hit that delete

00:51:50.079 --> 00:51:53.059
button and get them out of your CRM. Spend 30

00:51:53.059 --> 00:51:54.480
minutes a day for the next two weeks. Do your

00:51:54.480 --> 00:51:57.380
spring cleaning and ask yourself that. What's

00:51:57.380 --> 00:51:59.199
the value add? What am I adding to this person?

00:51:59.320 --> 00:52:02.099
And if it's nothing, change it or delete them.

00:52:03.340 --> 00:52:06.000
My friends, I will add one caveat to that. Please

00:52:06.000 --> 00:52:08.239
don't delete your database. You will regret it

00:52:08.239 --> 00:52:13.199
someday. Archive it. Put it in a later opportunity.

00:52:14.099 --> 00:52:17.380
But I love the idea, diving in intentionally,

00:52:17.760 --> 00:52:19.780
looking at those relationships and seeing what

00:52:19.780 --> 00:52:22.679
is that value add we can have. I'm going to pull

00:52:22.679 --> 00:52:26.099
up two real quick. One from Billy. And the biggest

00:52:26.099 --> 00:52:29.019
one, my friends, is... Just go and have an honest

00:52:29.019 --> 00:52:31.519
conversation with somebody like Billy and look

00:52:31.519 --> 00:52:33.780
at marketing. I love this marketing that feels

00:52:33.780 --> 00:52:36.239
good and actually works. It should feel good.

00:52:36.300 --> 00:52:38.019
It should be something that you're happy and

00:52:38.019 --> 00:52:39.679
excited about that you would want your friends,

00:52:39.739 --> 00:52:42.159
family, your mom to see. If it's not, that's

00:52:42.159 --> 00:52:44.360
probably not what you should be doing for your

00:52:44.360 --> 00:52:46.559
marketing. And then I want to go over here to

00:52:46.559 --> 00:52:50.159
what we're launching right now. It is not launched

00:52:50.159 --> 00:52:53.500
yet, but it is so. close that I'm going to reveal.

00:52:53.780 --> 00:52:55.860
And that's the AI marketplace we're launching

00:52:55.860 --> 00:52:58.179
for first class business. And the whole point

00:52:58.179 --> 00:53:02.579
of this process is to make sure that everybody

00:53:02.579 --> 00:53:05.480
has the chance to get the right type of AI training

00:53:05.480 --> 00:53:07.599
based on the things that you actually already

00:53:07.599 --> 00:53:09.659
know and have in your arsenal. But the real reason

00:53:09.659 --> 00:53:11.420
I'm showing this page for you, my friends, is

00:53:11.420 --> 00:53:13.960
not only will we have the video testimonials

00:53:13.960 --> 00:53:15.900
and the standard written testimonials baked in.

00:53:16.250 --> 00:53:18.150
We decided we wanted to take it up a notch and

00:53:18.150 --> 00:53:20.510
make sure that everybody that we correlate with

00:53:20.510 --> 00:53:23.829
our testimonials, you can click on their LinkedIn

00:53:23.829 --> 00:53:26.710
button here and actually go talk to them as references.

00:53:27.449 --> 00:53:30.269
Do everything that you can to make sure that

00:53:30.269 --> 00:53:33.280
your social proof. is as on point, authentic,

00:53:33.380 --> 00:53:37.059
and clear as possible. Join programs and mentors

00:53:37.059 --> 00:53:38.780
that are going to help you out. And of course,

00:53:38.800 --> 00:53:40.360
if you've got a vision you want to share, we'd

00:53:40.360 --> 00:53:42.719
love to have you on the show as well. Billy,

00:53:42.820 --> 00:53:44.760
final words of wisdom. I know we're right down

00:53:44.760 --> 00:53:46.659
to the wire, but if this is the last chance you

00:53:46.659 --> 00:53:48.300
had to talk to visionaries, what would your advice

00:53:48.300 --> 00:53:52.119
be to visionaries? The last bit, you have something

00:53:52.119 --> 00:53:55.599
to give. Find out what it is that gives you energy,

00:53:55.840 --> 00:53:58.639
that makes you feel good, that makes you positive.

00:53:58.739 --> 00:54:01.699
And then find and align with people. that will

00:54:01.699 --> 00:54:04.219
reciprocate, that enjoy the thing you give them,

00:54:04.260 --> 00:54:06.400
right? And those are greatest referral partners.

00:54:06.539 --> 00:54:08.980
It makes for a much stronger business. It makes

00:54:08.980 --> 00:54:11.559
for great collaborators. And it's just way more

00:54:11.559 --> 00:54:14.139
fun to have a business when you're dealing with

00:54:14.139 --> 00:54:15.800
people that you're aligned with, that you share

00:54:15.800 --> 00:54:18.000
the same values, that you can refer back and

00:54:18.000 --> 00:54:19.619
forth, that you can call them at any time and

00:54:19.619 --> 00:54:22.289
you work together. much more rewarding and it's

00:54:22.289 --> 00:54:23.429
a better way to run a business. You know, it

00:54:23.429 --> 00:54:25.409
doesn't have to be like painful door knocking,

00:54:25.449 --> 00:54:27.889
or I think you meant instead of the word masochist,

00:54:27.889 --> 00:54:29.889
it doesn't have to be masochism. It doesn't have

00:54:29.889 --> 00:54:31.869
to be that way. Like it can be smooth. It could

00:54:31.869 --> 00:54:34.349
be easy. You can have relationships like Jackson

00:54:34.349 --> 00:54:36.949
and I like now on, he can email me anytime and

00:54:36.949 --> 00:54:39.130
we have, he can, Hey, I need this. And I do that.

00:54:39.190 --> 00:54:41.170
Cool. I've got the people for you, or I've got

00:54:41.170 --> 00:54:42.550
the, this for you. And I'm sure it's the same.

00:54:42.590 --> 00:54:45.010
If I email him at any time or message him at

00:54:45.010 --> 00:54:47.469
any time. Yeah, he hooked me up. And that's the

00:54:47.469 --> 00:54:49.829
way to actually run a business. It is way more

00:54:49.829 --> 00:54:52.210
rewarding. It's way more fun. And all of you

00:54:52.210 --> 00:54:54.630
listening, you have a give. You've got something

00:54:54.630 --> 00:54:56.690
of value. You just have to find people that align

00:54:56.690 --> 00:54:59.590
with that same give and just get to work. You

00:54:59.590 --> 00:55:01.349
know, just do the thing. Patience and persistency.

00:55:02.420 --> 00:55:04.340
I'm putting into action right now, guys, I'm

00:55:04.340 --> 00:55:05.880
going to be doing everything I can to wine and

00:55:05.880 --> 00:55:08.320
dine Billy into the AI marketplace with me. All

00:55:08.320 --> 00:55:09.940
right. This is important. I need great leaders

00:55:09.940 --> 00:55:11.539
by my side. If we're going to help the millions,

00:55:11.760 --> 00:55:14.239
possibly billions of people that we can with

00:55:14.239 --> 00:55:16.199
that, then it's going to come down to having

00:55:16.199 --> 00:55:18.380
great leaders by my side to help me learn how

00:55:18.380 --> 00:55:20.280
to scale that authentically and really, really

00:55:20.280 --> 00:55:22.260
take care of great people. And Billy's one of

00:55:22.260 --> 00:55:24.460
the guys who I trust to be able to do that. So

00:55:24.460 --> 00:55:25.800
my friends, we'll see you on the next episode.

00:55:25.940 --> 00:55:28.570
If you enjoyed this. Like, subscribe, comment,

00:55:28.670 --> 00:55:30.869
let us know. We'd love the feedback and everybody

00:55:30.869 --> 00:55:32.630
have a wonderful rest of your day. Thank you

00:55:32.630 --> 00:55:34.530
for being here today. I'm really happy that you

00:55:34.530 --> 00:55:36.789
tuned in to Vision Pros Live. I'm looking forward

00:55:36.789 --> 00:55:40.309
to seeing your reactions as these episodes continue

00:55:40.309 --> 00:55:42.110
to move forward. This is going to get more and

00:55:42.110 --> 00:55:44.110
more fun. We'll have more and more engagement

00:55:44.110 --> 00:55:46.250
as well. We'll invite people to participate in

00:55:46.250 --> 00:55:48.409
the show. And thank you for giving us your time

00:55:48.409 --> 00:55:50.690
and attention. Have an excellent time building

00:55:50.690 --> 00:55:52.750
out your vision and becoming a vision pro.