Classic Podcast: How to Differentiate Your Business

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Marketing Podcast with Bernadette Jiwa

For this week’s episode of the Duct Tape Marketing Podcast, we’re turning the clock back to 2013 and one of the most popular, and one of my favorite interviews of all time. We’re revisiting my chat with Bernadette Jiwa, and we talk about her then new book Make Your Idea Matter. Since speaking to her, she has published three more books including The Fortune Cookie Principle, Difference and her latest, Marketing: A Love Story. You can visit her very popular marketing blog, The Story of Telling here: http://thestoryoftelling.com/

Jiwa is someone you should be following if you’re not. She created her brand by doing one thing very well – creating content people love.

She’s the leading voice these days on differentiating your business and someone that has proven you can build a large and loyal following through content.

Questions I ask Bernadette:

  • How writing a book based on a blog is different than writing a “Big Idea” book
  • How do you define branding in a small business setting?
  • How can a single moment play into the definition of your brand?

What you’ll learn if you give a listen:

  • How to differentiate your business and not be boring
  • How to decide on what to write
  • How your customers are involved in the creation of your brand 

This week’s episode of the Duct Tape Marketing podcast is MarketingProfs. Do you have the write stuff? Unleash your inner writer by downloading the latest MarketingProfs marketing writing kit for free! Visit: http://mprofs.com/ducttape

Why is Local Search So Important?

Marketing podcast with David Mihm

In answer to the question in the title of this post, chew on a few of these stats:

  • 82% of local searchers follow up offline via an in-store visit, phone call or purchase (TMP/comScore)
  • 74% of internet users perform local searches (Kelsey Group)
  • 61% of local searches result in a purchase (Search Engine Watch)
  • 59% of consumers use Google every month to find a reputable, local business (Search Engine Watch)
  • 37% of all searches are done on mobile (ClickZ)
David Mihm

David Mihm

If  you own a business that thrives on doing business locally, you must understand how businesses in local markets are found today.

Sure, a lot of people find local businesses by asking a friend for a recommendation and if you are lucky enough to have made a positive impression on said friend there’s a chance your business will benefit. But, as the stats above reveal, today you must show up strong when people inevitably turn to a search engine – even after a recommendation from a friend – to find local goods and services.

My guest for this week’s episode is one of the world’s foremost local SEO experts and Director of Local Search Strategy for Moz.com, David Mihm.

Questions I ask David:

  • What is the difference between local SEO and traditional SEO?
  • What changes do you foresee in local SEO in the future?
  • How has content marketing affected local search?

What you’ll learn if you give a listen:

  • How location changes your search results on Google
  • How reviews, even industry specific reviews, are affecting search results
  • What is a knowledge card, and why it matters now and in the future

Check out Moz.com’s local search learning center at https://moz.com/learn/local

If this topic seems appealing join me for a live webinar – How to Win With Local Search – Thursday, May 28th – Noon CDT (GMT-5) – Enroll here

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

Master the Habits of Your Life

Marketing Podcast with Gretchen Rubin
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Habits are big business. In fact, creating, chaning and keeping habits has created an entire multi-billion dollar industry for books, apps, coaching, training and countless products.

And why not, habitual behavior makes up about 90% of how we go through the day whether we are conscious of it or not.

Our habits dictate how much we get done, how we feel, and how we come off to others. So, doesn’t it make logical sense that good habits serve us and bad habits drain us?

Well as many of you surely know it’s not that simple. I mean, well-educated, thinking individuals often know what they “should” do, but still reach for the closest processed junk food they can find. So what’s the answer to forming and keeping the habits that are right for each of us?

My guest for this week’s episode of the Duct Tape Marketing podcast is Gretchen Rubin, author of the new book Better Than Before: Mastering the Habits of Our Everyday Lives. She also hosts a podcast called Happier with Gretchen Rubin

One of the  things I like most about Rubin’s approach is she starts off by acknowledging that there is no one routine that will work for all. First you have to decide what kind of habit person you are. For example, getting up at 5:30 am is a habit that serves me well. I’m a morning person and I get a ton done before many people have had their first coffee. But, there are those that don’t get the creative juices flowing until around midnight – do you think telling them to get up at 5:30 am is going to work?

Rubin’s book is a great addition for those people who realize life is basically a work in progress!

Back in 2012 I interviewed Charles Duhrigg – author of The Power of Habit, you might like to give it a listen as well.

Questions I ask Gretchen:

  • What is it like to be an expert on the topic of happiness?
  • What did you learn about yourself while writing this book?
  • How do you keep a routine while traveling?

What you’ll learn if you give a listen:

  • How to be happier by adjusting your daily routines.
  • How to form your positive habits based on your personality.
  • How legal terms can help you keep to your diet.

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

Why Do Buyers Trust Content So Much?

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Marketing Podcast with Marcus Sheridan

Today, educational content is the price of admission. If you’re not consistently producing high quality, useful content that addresses the questions, concerns and needs of your prospects and customers there’s a really good chance you won’t get found, won’t stand out and won’t garner the kind of trust needed to make a sale.

Oh,  but if you produce useful content on a regular basis you can leave your competition in the dust – particularly if you’re in one of those industries where “nobody blogs.”

My guest for this week’s episode of the Duct Tape Marketing Podcast is “The Sales Lion” Marcus Sheridan, one of the most sought-after speakers on the topic of content marketing. He is also the owner of River Pools and Spas.

Sheridan did not start out as a content marketing expert. He started out as a guy trying to figure out how not to go bankrupt trying to sell swimming pools. What he discovered, and soon latched on to, was that pool buyers had lots of questions, lots of concerns and did lots of research. When he started producing content that addressed all of the above, he saw traffic, leads and eventually sales begin to spike.

Sheridan got so good at inbound and content marketing that his pool business became one of the biggest in the region and eventually people started asking him to come tell them how he did.

Plain and simple – a commitment to consistently producing high quality, useful information and then making content everyone’s job.

Questions I ask Marcus:

  • How do you make content creation everyone’s job in smaller firms?
  • What kinds of results have you seen from your clients who follow through with content production plans?
  • Where do you get new ideas to create great content?

What you’ll learn if you give a listen:

  • A definition of content marketing that is truly timeless
  • How to put yourself in the mind of your consumer to create better content
  • Why your content needs to be honest and transparent

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 Automatic Customer

Marketing Podcast with John Warrillow
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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

StandOut
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