The Automatic Customer

Marketing Podcast with John Warrillow
automatic

Recurring revenue – now that’s business owner’s dream – or at least it should be!

Creating a model where customers come back over and over again is a powerful way to build ongoing momentum and perhaps more importantly it’s a way to build a business that’s an asset rather than a job.

For as long as I can remember I’ve been urging product business to create subscription add-on services and service business to turn their services into a consumable recurring revenue product.

The thing about business a business where your customer revenue is predictable is that it often requires you to create a system that others can operate independent of the business owner.

When you do that, it’s pretty easy for someone wanting to buy your business to see how it can still operate even when you are gone.

My guest on this week’s episode of the Duct Tape Marketing Podcast is John Warrillow, creator of the value builder system and author of Built to Sell. His newest book, The Automatic Customer: Creating a Subscription Business in Any Industry is available now on Amazon.

Warrillow had a subscription business and sold it to an organization that knew it could run without him – and it’s still ticking along nicely without him.

Questions I ask John:

  • How would you define a subscription business?
  • Could this be looked at as financing?
  • Where are some industries that are prime for a subscription model that aren’t currently using them?

What you’ll learn if you give a listen:

  • How to create a subscription business in just about any business
  • How your customers will change if you establish a recurring relationship
  • When a subscription services are actually favors for your customers

This episode of the Duct Tape Marketing Podcast is brought to you by Hostgator, where you’ll get 24 hour live support via chat, phone or email, 1-click WordPress installs, easy-to-use website builder, design services, marketing services like SEO and PPC, and for my listeners: a 30% Discount. Go to www.Hostgator.com/promo/ducttape

Finding Non Obvious Trends

Marketing Podcast with Rohit Bhargava

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Trends are funny things. People spend their entire careers trying to spot them, but more often than not, the prognosticators are either wrong or simply stating something that’s become obvious to others.

It’s kind of funny too because those same folks are often the first to erroneously pronounce when a trend is no longer a trend.

I remember many years ago when the mainstream media jumped on the trend of blogging and then certainly were some of the first to tell us that blogging was dead. In reality, neither was true because simply pointing out a trend often belies the true meaning of why it came into existence in the first place.

My guest on this week’s podcast is Rohit Bhargava, trend curator, founder of the Influential Marketing Group and author of the new book Non Obvious: How to Think Different, Curate Ideas & Predict the Future.

Bhargava uses a method for unearthing what he calls the non-obvious trend in a way that helps you focus on why a trend is a trend and why people often miss the real opportunities behind them.

Questions I ask Rohit:

  • What is your methodology for finding trends?
  • Is it considered lucky for someone to fall upon a trend early?
  • How can you think about trends that may not apply to your business’ industry?

What you’ll learn if you give a listen:

  • How to find some of the non-obvious upcoming trends
  • How to avoid the pitfalls of trend predicting
  • What a “reluctant marketer” is and how to use this idea to your advantage

This episode of the Duct Tape Marketing Podcast is brought to you by Hostgator, where you’ll get 24 hour live support via chat, phone or email, 1-click WordPress installs, easy-to-use website builder, design services, marketing services like SEO and PPC, and for my listeners: a 30% Discount. Go to www.Hostgator.com/promo/ducttape

Highest Duty: The Search For What Really Matters

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Marketing Podcast with Capt. Sully Sullenberger

My guest on this week’s podcast is former airline pilot, speaker, entrepreneur and author of Highest Duty: My Search for What Really MattersCaptain Chesley “Sulley” Sullenberger. You probably know Sully best from the “Miracle in the Hudson,” where he completed the emergency landing of US Airways Flight 1549 on the Hudson river in New York City on January 15, 2009.

When his PR agency pitched me on the idea of having Sullenberger on the show I must admit that I was intrigued by the opportunity to hear the story of the flight and landing on the Hudson, but what really drew me to the interview was the opportunity to talk about how a life altering moment became such a total career-altering moment.

It’s worth a listen just to hear Sullenberger relate the now very practiced account of the happenings that cold January morning, but it’s equally as interesting to note that he had apparently become a bit disenchanted with what was going on all around him in his chosen industry.

When an opportunity to change everything presented itself he grabbed it and became it. Sullenberger certainly was handed the chance to remake his career in stunning fashion (Hello, Good Morning America is on the line) but he also went to work on remaking himself in order to excel at his new career.

He knew he had to become a better writer, speaker and storyteller and worked diligently on honing these new skills.

Questions I ask Sully:

  • How has your life changed since the event?
  • What qualities of leadership are important in starting a new business?
  • How do you go about acquiring new skills needed for a new career?

What you’ll learn if you give a listen:

  • What it was like to be in the cockpit during the “Miracle of the Hudson”
  • How a foundation or system can help you handle difficult situations
  • How to think about risk when starting a business

This episode of the Duct Tape Marketing Podcast is brought to you by Hostgator, where you’ll get 24 hour live support via chat, phone or email, 1-click WordPress installs, easy-to-use website builder, design services, marketing services like SEO and PPC, and for my listeners: a 30% Discount. Go to www.Hostgator.com/promo/ducttape

How to Find Your Breakthrough Idea and Build a Following Around It

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Marketing Podcast with Dorie Clark

I think there’s plenty of information out there about personal  branding and self-promotion. The thing that’s often lacking or not said is that in order to really stand out you’ve got to have an idea or point of view that people want to be a part or at least spread.

So much emphasis is put on getting a big following that people seem to forget you must start with being follow worthy.

I wrote a book an entire book on the idea of referrals and the first half emphasized that the secret to getting more referrals was to be more referable.

It’s not just about creating a platform, it’s about creating something valuable and building a platform around that.

My guest for this week’s episode of the Duct Tape Marketing Podcast is Dorie Clark, marketing strategy consultant, frequent contributor to Harvard Business Review, Forbes, and Entrepreneur and author of the new book Stand Out: How to Find Your Breakthrough Idea and Build a Following Around It

In Stand Out, Clark does an excellent job of spelling out the fact that the formula for success lies primarily in discovering your breakthrough idea.

A breakthrough idea can be a simple, unique point of view applied to a mature industry or it can be a totally new, innovative product that helps people do something that can’t do now, either way it’s the basis for building a long-term road to success by standing out.

Questions I ask Dorie:

  • Who needs to stand out?
  • Is there a financial value to being identified as a thought leader?
  • What personal branding strategies apply universally?

What you’ll learn if you give a listen:

  • How to find your breakthrough idea
  • How to build a following, and get people to buy into your idea
  • Why you must communicate in a way that is true to who you are

This episode of the Duct Tape Marketing Podcast is brought to you by Hostgator, where you’ll get 24 hour live support via chat, phone or email, 1-click WordPress installs, easy-to-use website builder, design services, marketing services like SEO and PPC, and for my listeners: a 30% Discount. Go to www.Hostgator.com/promo/ducttape

Cracking the Content Code

content codeMarketing Podcast with Mark W. Schaefer

Content as a category of marketing has continued to evolve.

At first we created articles to get found by those using search engines.

Then we realized we needed to use content to build our audience and start capturing email leads.

Then social media came along and overnight everyone was a publisher of content and the hunger for useful content became a foundational element of marketing.

My guest for this week’s episode of the Duct Tape Marketing Podcast is Mark W. Schaefer, speaker, marketing consultant and author of the new book The Content Code: Six Essential Strategies for Igniting Your Content, Your Marketing and Your Business

In The Content Code, Schaefer explains how we have now evolved to the point where distribution of content is perhaps the most important element in the crowded “content shocked” world we live in today.

Questions I ask Mark:

  • What is Content Shock? How do you avoid it?
  • What role can marketers play in making your content stand out?
  • Why do people share content? What do they share?

What You’ll Learn if You Give a Listen:

  • How content marketing has changed over the years
  • Why engagement is so important in content marketing
  • How new technology will change how we engage with content in the future

This episode of the Duct Tape Marketing Podcast is brought to you by Hostgator, where you’ll get 24 hour live support via chat, phone or email, 1-click WordPress installs, easy-to-use website builder, design services, marketing services like SEO and PPC, and for my listeners: a 30% Discount. Go to www.Hostgator.com/promo/ducttape

The Science of Capturing People’s Attention

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Marketing Podcast with Ben Parr

Capturing attention in an information overloaded, always on world is tough and getting tougher. But, getting noticed is absolutely the first step to getting tried and ultimately getting referred.

Some people might take this as a call to creating that great viral cat video, but more than anything it’s a call to do something that’s intentionally attention worthy.

This isn’t about your 15 minutes of fame, it’s about a guided journey that starts with getting noticed, but blossoms into a remarkable ride from there.

My guest for this week’s episode of the Duct Tape Marketing Podcast is Ben Parr, former editor of Mashable author of the new book Captivology: The Science of Capturing People’s Attention

In Captivology Parr lists and examines 7 triggers that make up the most potent path to capturing people’s attention. While these might not represent a linear path, they do point to elements every business must consider in their products, services, campaigns and even content.

1. Automaticity Trigger
This is the thing that forces people to look your way, it’s what disrupts and gains attention.

2. Framing Trigger
In this trigger you are going to change people’s expectations in order to get them thinking and talking.

3. Disruption Trigger
With this trigger, you will disrupt through surprise, simplicity, and significance.

4. Reward Trigger
Think about all of those video games that people play for hours just to earn the next level.

5. Reputation Trigger
Today this might play out in your authority building and social proof offered by others.

6. Mystery Trigger
TV shows add mystery with the cliffhanger ending to get people to pay attention until the very end.

7. Acknowledgment Trigger
Your brand must validate, recognize and empathize with a specific group.

Questions I ask Ben:

  • Why is it so difficult to get people’s attention?
  • Is there a way to differentiate capturing genuine long-term attention and hype?
  • How do you measure whether or not you have captured your customers’ attention?

What you’ll learn if you give a listen:

  • What “Captivology” means
  • What triggers captivation
  • How pop stars like Beyonce and Taylor Swift capture and keep their fans’ attention, and how to use that in business

This episode of the Duct Tape Marketing Podcast was brought to you by VeriSign and the Make Your Idea Internet Official Contest. Register a new .COM domain name with a participating registrar during the contest entry period and enter for an opportunity to win up to $35,000! Learn more about the contest and its rules at www.verisigncontest.com

This episode of the Duct Tape Marketing Podcast is also brought to you by Hostgator, where you’ll get 24 hour live support via chat, phone or email, 1-click WordPress installs, easy-to-use website builder, design services, marketing services like SEO and PPC, and for my listeners: a 30% Discount. Go to www.Hostgator.com/promo/ducttape

The Art of the Start 2.0

Art-Of-Start-2-674x1024Marketing Podcast with Guy Kawasaki

Officially a startup is any business just getting started but over the last few years the term startup has come to mean a certain kind of business just getting started or perhaps even a certain mindset no matter how old the business is.

Personally I lean towards the latter. Startup is more of a mindset than a timeframe and that can be a good thing and a bad thing.

Many startup businesses never graduate to become real businesses because what it took to start is not what it took to grow and mature.

For some the chaos of “everyone does everything” is intoxicating. For others the inability of the founder to surround themselves with people that support the gaps they might have in marketing, operations, finance and even leadership either leads to certain death of a kind of stagnant purgatory of just enough revenue to pay the bills. (Otherwise known as a job.)

My guest for this week’s episode of the Duct Tape Marketing Podcast is Guy Kawasaki, Chief Evangelist of Canva and author of the new book The Art of the Start 2.0, The Time-Tested, Battle-Hardened Guide for Anyone Starting Anything

In a testament to either my advancing age or strident consistency, I had Guy on this show over a decade ago when Art of the Start 1.0 came out.

Much has changed in the last 10 years and much has remained the same. In a note that struck me personally Guy claims that the hardest part of starting a business is learning how to lead and inspire others and I certainly concur.

By nature the very strengths the serve them getting started – things like tenacity, ingenuity and constant innovation (sometimes manifest as the idea of the week) are the things that sink them when they need to let go.

Guy is always a fun interview and The Art of the Start 2.0 is a must read of any – yes any – business owners or wannabe business owner.

Questions I ask Guy:

  • What is a Startup?
  • How do you make a pitch to potential investors?
  • How do you effectively build a team?

What You’ll Learn If You Give A Listen:

  • Why to hire people with complimentary skills to yours
  • How to raise funds for your startup using traditional and new methods
  • What venture capitalists and evangelists look for in a potential investment

How to Effectively Lead Your Employees to Improve Your Business

Marketing Podcast with David Long

Built to LeadIn a recent interview with my friend Guy Kawasaki, author of Art of the Start 2.0, he mentioned that perhaps the hardest part of building a business was learning how to lead and motivate people.

My guest for this week’s episode of the Duct Tape Marketing Podcast is David Long, CEO of MyEmployees and author of Built to Lead: 7 Management R.E.W.A.R.D.S Principles for Becoming a Top 10% Manager

David’s company helps organizations engage and reward employees and keep them motivate and he’s distilled a great deal of what he’s learned in building his own business and the good, bad and ugly he’s witnessed in organizations he has worked with over the years into his principles for becoming a top 10% manager.

Questions I ask David:

  • What stops people from succeeding at being great leaders?
  • How do you properly invest in the people that are struggling within your company?
  • How do people find, hire and keep good leaders?

What you’ll learn if you give a listen:

  • How to become an effective leader for your employees
  • How to avoid insecurity in your managers
  • How to keep your employees engaged

This episode of the Duct Tape Marketing Podcast was brought to you by VeriSign and the Make Your Idea Internet Official Contest. Register a new .COM domain name with a participating registrar during the contest entry period and enter for an opportunity to win up to $35,000! Learn more about the contest and its rules at www.verisigncontest.com

This episode of the Duct Tape Marketing Podcast is also brought to you by Hostgator, where you’ll get 24 hour live support via chat, phone or email, 1-click WordPress installs, easy-to-use website builder, design services, marketing services like SEO and PPC, and for my listeners: a 30% Discount. Go to www.Hostgator.com/promo/ducttape