4 CEOs Share The Marketing Secrets That Helped Them Reach 7+ Figures

How are you guys doing? Is this a handsome crew or what?

Bachelorette number one.

Yeah. So how are you guys? Are you enjoying yourself?

Right.

Yeah. Have you all had a chance to meet these. Meet these men? Yeah. Yeah, yeah. Okay, that's what I'm looking for over here. Thank you very much. All right, so you all are just incredible in marketing, and you've had a lot of experience in different types of marketing, working with our clients in your own businesses and, you know, many other clients over the years. What do you feel are the areas that the business owners struggle with the most?

I think most business owners need to understand the lifetime value of an ideal client. And once they work that one out to actually, after they've delivered the product or the service, work out what the lifetime profit is of an ideal client. Because.

Can you all hear this?

Can you hear that?

Okay.

Once you've worked out the lifetime value of an ideal client, then you're one step closer to working out how much you can spend to acquire that client.

Yeah. And so the lifetime. So this is. I want to talk about this a little bit because I think this is so important. When you're making a sale, you know, when you spend on marketing, you're looking at, how much am I bringing right in? Now, like, say you do a webinar and you spend $2,000 in ads, and you bring in, you know, $1,500 or something like that. And you might think, oh, I lost $500. But for that $1,500 in that immediate sale sale, how much is the lifetime value of each of those clients over the next three years? Right. What is. What do your clients generally spend over the net over a period of time? And so you'll see that you really are. You've just about broken even to then bring on much more revenue. That's what you're talking about.

Absolutely.

Yeah. So what about you, Chris?

I think it's really funny that business owners, they like to just hire marketing agencies or hire these companies as though their job is to fix your problem.

Right.

That's not their job. You have to do your piece. You have to take what they do and put it in the context of your business.

Right.

So any, like I always say, anyone can sell a Lamborghini for $100. What are you giving them as an offer?

Right.

Give them an amazing offer, and they'll go sell it, and it'll be easy for them. And also understand the customer acquisition cost, like Giles was saying.

Right.

So when you hire someone, you tell them, listen, I need to get my customers at $250 a piece. Okay, 250 bucks a piece of. And my sales team closes at 10%. So how much can I spend to get a lead? Anyone? 25 bucks. I need the phone to ring for 25.

Do the math. You guys are like.

So when you talk to them, you say, hey, what is your strategy? To get my phone to ring? And I can spend $25 every time the phone rings because every 10th time I'm going to get a customer. And that means that cost me $250. And that's how much I can spend to get a customer. So think about these things in the context of your business.

Yeah, that's so smart, Chris. And I think another piece to that is that when you hire a marketing company, we've got some incredible marketing services out here, and they're brilliant at what they do. And. And I think sometimes we just hand over and go, oh, thank God. I don't have to deal with that anymore. It's taken care of. But to. And one of the reasons we really teach marketing in Pinnacle as well, that even though even if you're not doing it, which you really shouldn't necessarily be doing it anymore, you need to understand your. You need to understand the marketing. You need to understand who your audience is, you know, what is your brand, what are the pain points so that you're able to help the agency be successful, Right?

Absolutely.

Yeah. What about you, Phil?

I got my own. Mine's more on the humanistic side for entrepreneurs. And it's the bright shiny object add that most entrepreneurs.

Nah, none of these people have that.

Suffer from. If I say squirrel, where will everyone look? You know, it's the same thing in our business. The bright shiny objects don't necessarily create the greatest ROI for us, but they're attractive. Napoleon Bonaparte once said to his handlers, because when he was getting dressed, they'd hurry up because they were nervous. They were nervous about what was going to happen, but they'd make mistakes. So his statement was, slow down, I'm in a hurry. And so many times entrepreneurs are in such a hurry to make a decision that they make the poor choice. And so slowing down. And just like with everyone saying on the panel, know your numbers, understand the marketing, do your work, look at your core values, find out who your ideal client is. But it's the add bright shiny object that gets most entrepreneurs trouble.

And then on the other side of it, don't sit on it so long that you're not taking action either.

Absolutely right. Very decisive, clear action.

Yeah, perfect. Ask their mentor. Phil. Yes, exactly.

That'd be Phil Black. Alisonmaslin.com.

All right. And Jim, how about you?

Well, it's actually the, the combination of the three. I mean, there's wisdom here that's amazing. Understanding the lifetime value of a client and being able to understand when and how to make your decisions to make a change is really critical. Sometimes we let things go. I guess we used to call it at Apple, don't abdicate, delegate. Which is what you were talking about, Alison. Same thing. At the end of the day, it's your business. You know it better than anybody else. So take control of that and provide guidance to the marketing team.

Yeah, Fantastic. Now, you all have had experience. I mean, you, you're so creative and you have some really fun and just unique ways of applying some marketing strategies. And some of these you may have done before, but these are great reminders. When you were sharing them with me, I was like, oh, my gosh, that's so good. Do you want to know what they are? You sure? Okay, so you tell us, because some creative marketing. What are some of your favorite marketing tips, Giles?

Okay. My favorite marketing tip is turning cold customer feedback or reviews into ads. Most of us have a business nowadays where we're going to get some form of review, whether it's on Yelp, whether it's on Amazon, whether we're using testimonials. So what we did in my company is we would take all the reviews that we got, we would read them amongst the team, and the ones that made us laugh the most, we would turn them into a slide and then we would push them out as an ad.

So I'm going to show you a couple of those. Are the slides up? I can't see. Is it up?

Which one can you see?

Yeah. I didn't want to risk being called down to HR for hygiene issues. It has not disappointed me. Yeah. For the natural deodorant that is Giles brand Bali Secrets, here's another one. I sweated like a stuffed pig yesterday and this held up right on through.

So you can see how easy these are to create. So the bit for me is they're super easy. They've got social proof embedded into the ad and the customers love them because they feel heard and they cost you nothing. You know, you think how much this ad cost us?

Yeah. You could do those, Geeta. Yeah. How about you, Chris? What's a cool marketing tip to share?

We've all heard mobile first, right? Everyone's saying that everyone's on their phones.

Right.

60% of people that look at your website is looking at it on your phone.

Right.

Awesome. So what does that mean? What does that mean as far as things that are important? Number one most important thing. I've done so much testing on this, it's super nerdy. But load time. Load time, if you're actually at 1.65 seconds, is when your bounce rate starts popping.

Right.

Every pixel you put on your website costs you one third of a second.

Right.

Like, it's just crazy. Like, I'm super fascinated by this stuff. But rule of thumb, get your website loading in under two seconds. And the way you figure that out, you don't go to your website and count one Mississippi, two Mississippi.

Okay.

Go to pingdom.com. it's like Kingdom with a P. All right. And put your URL in there and see what it pops up and tells you.

Pingdom.

Like Kingdom with a P.2 seconds.

Yeah. And do it regularly. Yeah. Because one day it could be working fine, and then it doesn't.

You know, you'll quickly figure out that cheaping out on your servers is not a good way to go.

Yeah, we went through a period of that where we couldn't. You know, we were going through all kinds of stuff on trying to get the site moving faster. We had downloaded some different, you know, apps on the site. And I don't know, that's not. Definitely not my thing, but all I know is I. All I know is I got on there and it's like going like this in the spinning ball. So you just. And we fixed it, but you got to stay on top of it.

And I think also, I think Dana is actually running those analysis as well as part of hers.

Oh, okay. Fantastic. So have you all had a chance to go out and talk to the sponsors out here? Aren't they incredible? They're so savvy, and they each have a different area of marketing that they work with. Phil.

There'S a couple of things, and one of the biggest things is get out of your own way by worrying about your business first and becoming a go giver. How many of you have read the book Go Giver? So putting that book into practice is probably one of the key elements of building your business. Get out from behind your desk, go and meet people and see how you can be of service, and especially identify the right strategic alliance partners that match up with your core values, that have a vision, a clear vision, and see how you can help them build their business to success. You help other people become successful. In this vein, they will turn around and the law of reciprocity comes right back to you. But when you expect reciprocity, you're not living the law of reciprocity, because a lot of reciprocity is about to go be a go giver because it's the right thing to do, not because you're expecting something in return. The other side of this, too, and this is a game that I've played around the world, traveling. My game is all roads lead back to the San Fernando Valley. Who hears from the San Fernando Valley? See, look, there's a few of you. So what this did was it engages me. So I have no idea, and neither do you, who's sitting right next to you. And when you actually engage them into a conversation, that's not about so what is your business, but something more personal, eventually the rest of the story shows up. And so I can always find two degrees of separation. Someone from the San Fernando Valley, a cousin, a relative, something. Wherever. I've traveled from Africa, Honduras, anywhere. And in the midst of it, I've met some amazing entrepreneurs, business owners, human beings.

I do trapeze in San Fernando Valley.

I didn't know. See, I didn't know that. I just learned something right there about Allison. So get to know the people that you want to get to know. And the law of reciprocity comes true.

Yeah, absolutely. And that's why it's so important to get out to an event like this to be around others. Stop hiding behind your computer. Really great. Thanks, Bill. How about you, Jim? What's a marketing tip?

You want to share how many here are B2B. Okay, so this is actually a LinkedIn tip that I used for one of my clients where it's a very, very simple technique where you identify a group, target group, which you all should have, right? Your avatar of who your ideal client is. And then using a mechanism for groups inside of LinkedIn, you start messaging the individual members of the groups. Messaging now, not sending inmails, not sending emails. And you're just going to have four simple questions. And it's really, really straightforward. When you reach out, you're going to say, quick question, colon, what's your business? Let them respond. When they respond. Thanks for responding. Who's your target client? They'll respond. Third question. Thanks. When is your ideal client ready for your services? Perfect. They respond. And the last question is the gold question. I have a system and a service that might be able to help you. And then you add Giles ad at the bottom of that text message and they will respond free. It's all free. So it works really well. We actually generated in 30 days for one client in the trades, we raised about $100,000.

I think we need to get married, Jim.

Shh. Yeah. No, that is. That's fantastic. And I mean, all these are great marketing tips. Video texting. We use a lot of video texting. How many of you are doing the video texting? Okay, so if you. You guys are like, what are you talking about? Is this some kind of a. You know what I mean? So let's say that you go to a trade show. How many of you go to trade shows? Okay. And you are. Or you have a booth at a trade show, either way, and you talk to a prospect, and you're having a conversation with them, and you're, you know, talking about whatever their challenges are, and you kind of make note of that, and you say, you know what? I'm going to kind of think about that and get back to you with some ideas. And. And so then you take a selfie with them, right? And so that they'll have your picture, too. You text it to them. And then, like, the next day, say, let's say the trade shows, two or three days. The next day, you record a video on your phone. It's got to be, like, under about a minute 15, a minute 20. And it's just. Hi, it's Allison. Hey. You know, Louise, it was so wonderful meeting you yesterday at the XYZ booth, and I really love talking with you, and I've been thinking a lot about the challenge that you discuss with me, and, you know, I've really been thinking about that, and I'm going to come up with some ideas and some solutions for you, and I'm going to be back in touch with you in a couple of days. I hope you're having a fantastic time at the trade show, and I'll talk to you soon. Boom. Text it. Okay. I mean, they are going to remember you, and they are going to be so impressed that you are thinking about them. Okay? Come Tuesday, text back, hi, Louise, remember me? It's Alison. As I said, I've been thinking. I've got an idea for you. And do you have five minutes right now just to jump on a call? I'd love to talk to you about it. Boom. Now, you got to come up with some idea, but you are. You're going to catch their attention. People look at text. They do. And a video text. It's very simple. This costs you nothing. And, you know, I use it all of the time. You know, in our business, the mentors use it. It's a great way of communicating with your clients that you're thinking about them. It's just super powerful. Anyway, are these helpful marketing tips? Awesome. Let's give these guys a hand.

Thank you, everyone.

All right. Hey, Phil, you've got the matching teal socks.

Thank you very much. See, that's my marketing tip number three. Always wear sexy socks.

Branding. Let's give these guys a hand.

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