Sales & Marketing: How to Get Customers Banging on Your Door | Barry Moltz | Skillshare

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Sales & Marketing: How to Get Customers Banging on Your Door

teacher avatar Barry Moltz, Getting Small Businesses Unstuck

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

8 Lessons (1h 23m)
    • 1. Introduction

    • 2. Stop Hating Marketing and Sales: Escaping the Double Helix Trap

    • 3. Selling Value Instead of Features

    • 4. Do They Know Who You Are? Effective Small Business Branding

    • 5. Get Found and Be Chosen

    • 6. Letting Go of Customers and Prospects that Hold You Back

    • 7. 10 Secrets to Getting Your Email Opened

    • 8. Why You Are Wasting Time on Social Media and What to do Instead

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About This Class

Everything I know about sales and marketing for small businesses available at your fingertips
in bite-sized, actionable format, so you can FINALLY get Unstuck, bring in more customers, and make more money.

Lesson 1: Stop Hating Marketing and Sales: Escaping The Double Helix Trap System

LessonĀ 2: Selling Value instead of Features

Lesson 3: Do They Know Who You Are? Effective Small Business Branding

Lesson 4: Get Found and Be Chosen

Lesson 5: Letting Go of the Customers and Prospects That Hold You Back

Lesson 6: 10 Secrets to Getting Your Email Opened

Lesson 7: Why You Are Wasting Time on Social Media and What Do Instead

Meet Your Teacher

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Barry Moltz

Getting Small Businesses Unstuck


Barry has founded and run small businesses with a great deal of success and failure for more than 20 years.

After successfully selling his last operating business, Barry has branched out into a number of entrepreneurship-related activities. He founded an angel investor group, an angel fund, and is a former advisory member of the board of the Angel Capital Education Foundation. He is the author of five small business books, including "How to Get Unstuck: 25 Ways to Get Your Business Growing Again".

Barry is a nationally recognized speaker on small business who has given hundreds of presentations to audiences ranging in size from 20 to 20,000. As a member of the Entrepreneurship Hall of Fame, he has also taught entrepreneurship as an adjunct professor at the Illinois Insti... See full profile

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1. Introduction: This is Barry mold still getting small businesses and stuck. I want to congratulate you for clicking the play button because you're on your way to getting your business unstuck and becoming successful. I have found that after 20 years of experience, the difference between successful and unsuccessful small business owners is simply that's successful. Small business owners go out there and take action and you start off on the right foot. Let me tell you a little about myself. I've had three small businesses of the last 20 years. The first business went out of business. The second business. I was kicked out by my two partners about two weeks before my first son was born and the third business, which actually started two weeks after my first son was born. Fortunately, in July of 1999 I was able to sell that business. I was able to pay back the bank the $1.3 million I owed them, and my wife tells me I got her back just about the same time. There were so many times during those 20 years that I got stuck and didn't know how to move forward. Does this sound familiar to you. Let me give you some examples. You wake up every day and you feel like you're on never ending Hamster wheel, your energy and your interest. Begin toe. Wayne, you've tried a lot of things. You've attended a lot of classes, talked to so many people to try to turn your business around. But so far you're still stuck, and the business is literally sucking the life out of you. You've looked for the magic bullets. You've looked for that tipping point to take your business lex level. But you haven't been able to do that. Does this sound familiar? If it does, you're not alone. And this video, Siri's will show you the 25 most often places small business owners get stuck and how to fix them. Here's an example of where they most gets stuck. You let today's emergencies dictate your plan. You are busy. You're not productive. You take dangerous risks instead of small, calculated actions. You can't find customers when they're actually looking for you because you don't have a systematic marketing plan. You don't sell because your fear of rejection actually stops it. You don't do marketing as soon as your revenue starts to increase. In fact, I'm gonna tell you secret. You actually hate your customers and sometimes your employees and your vendors. You're looking for a business that doesn't have either of those. You Onley hire employees that a weaker than you because your ego's too big and in fact, you let lousy employees stay and customers day all the time without firing them the way you're supposed to. You think that business is on Lee about growing sales? Each of my modules includes a video review, slides, a workbook, a one minute audio summary, a live case study and then a one hour Q and a section with me to get a plan that could be customized right for your company. So go ahead, sign up. Today, I guarantee this Siri's is gonna get your small business on stuck and take it to the next level. It will get you into the fast lane to make the money that you deserve. If it doesn't work for you, you can request a full refund at any time. I guarantee it. Don't waste another minute. Get your company unstuck today and move forward to build the business that you deserve 2. Stop Hating Marketing and Sales: Escaping the Double Helix Trap: and this is Barry Mold still getting small businesses unstuck. I want to congratulate you. First off for taking this video course on getting your business unstuck. You've done something that most small business owners out there. Never, ever do. You got up from your desk at your office off your butt and you took action. And that's the key thing we need to do. A small business. Owners it. Stop complaining about things. Stop thinking about things, but go out there and taken action so you can actually make a change. Now the difficult part about making a change is we all goto work every day and were in our comfort zone. You see, we do the same thing over and over and over again, and somehow some way we expect to get different results. And that's a problem because that's not where the magic happens. The magic happens outside of our comfort zone. Albert Einstein said that the definition of insanity is doing the same thing over and over again and somehow expecting to get different results. And I know logically we say, Well, we never do that. That's this crazy, but we go the office every day and do the same thing over and over and over again. And somehow, some way we hope that were to get different results. So we need to make that change starting today. And I'm gonna ask you something that you probably never, ever been asked you before. I'm ask you today to start to strive for minimal achievement. All right, What the heck does that mean? Striving for minimal achievement. They're these two monks. They're sitting by the river and they're talking about the sheer power off their Zen masters of their teachers. The 1st 1 says my Zen master, he's so powerful he can walk across the river without using a bridge. Pretty good, right? The other Zen master says, Well, he actually doesn't say anything. The Senate student says he just first breathes. You know, the way Zen monks dio my Zen master. He's so powerful that when he chops wood, he chops wood. When he cooks rice, he cooks rice. All right. What the heck does that mean? Pause This video if you want to think on it for a minute now that you've fought on it, think about what the heck does that mean when he chops wood. He chops wood. When he cooks rice, he cooks rice. What I take away from the Zen parable is that we can get incredible power in our business and our lives by focusing on one thing at a time. And you know that is becoming increasingly difficult because I am convinced we are raising a generation of attention deficit disorder. Individuals was the last time. You only did one thing at a time. Multitasking is giving us brain damage again. We could get incredible power in our lives by focus on one thing. And that's what I want you to do as a result of this 25 part video series is after you've watched the first section is to decide what one change you want to make, do that to your satisfied and then go back and do one other thing. Don't try to do five things at one time because nothing is ever gonna get done. Remember this entire Siri's you must drive for minimal achievement, and I guarantee, by watching this Siri's that you're going to get your business unstuck and it's gonna grow . Be more profitable. You have more fun doing, and it will be the reason that you actually start this business. So if you're not satisfied, this video series 100% guaranteed. Just contact me and I'll give you a full refund, no questions asked. So now let's get started about how to increase your sales without ever selling again. Kind of sounds like a dream, doesn't it? And it all starts with a Big Mac. Now, you may think of what is the Big Mac have to do with increasing your sales outselling? Think about why is McDonald's one of the most successful franchise in the world? Is it because the Big Mac tastes so good? I know you're thinking it's the French fries. Well, it's not the taste the food, although some people would say it's pretty darn tasty. It's actually because a Big Mac in Toledo, Ohio, is gonna taste the same as one in Chicago is gonna taste the same as one in Toronto because they have a system for doing the same exact thing at each location over and over again. And the biggest thing that most small business owners lack actually, our systems and the biggest place they lack the systems is in marketing and sales because what happens is in a very small business, the founder or the manager. They need to be the hunter and the gatherer that actually got to go out and get the work. And then when they get the work, they've got to go out and have to execute it. So they're constantly alternating between finding the work and then executing the work. And when I call, this is the double helix trap and the only way to get out of it is to break this cycle. What happens is sometimes our business is really, really busy, and then it's really slow. And then it's really busy. And then it's really slow. And we Onley do sales and marketing when it's slow and as soon as we do sales and marketing again, this more customers we stopped doing sales or market. We're really busy, so it keeps our business flat. Therefore, I call the Double Helix Trap. There's some amazing statistics that the average small business always spends Get this five hours a week doing marketing and sales, and this includes content creation, leave, capturing lead nurturing and lead conversion that's outrageously small. The sad facts are, and I always say the loser fax because my sons used to tell me when I was little is that we lose 10% of our influence with customers every month. We don't stay in touch with them. In fact, this leads to most small business owners losing 50% their customers over three year period . And this is sad because we all know the statistic that it costs seven times mawr to actually get a new customer than to grow the one that you got. Now, many of us don't do sales because we're afraid of it, right? We don't like to go out there and sell something to someone because we think somehow it's got some kind of dirty connotation. And besides, when someone says no to my product or service, it makes me feel bad. Makes me feel bad about myself. I feel like they're not only rejecting my product or service. They're actually rejecting me, so keeps us stuck. Now, I'm gonna get you over that. I want you to forget every single thing you've ever known about sales. You ready? Okay. That didn't take too long. I'm gonna teach a three new concepts. The 1st 1 very important, and you don't want to write this one down people on Lee by when they're in pain and have money to solve that pain. Let me repeat that again. People only by when they're in pain and have money to solve that paint everything we buy, we buy out of fulfilling or relieving a pain or some great need. So, for example, when you go to the movie theater, why do you buy a $4 bottle of water when you go buy it for a dollar? It's because you're thirsty, right? When you go to the movie theater, why do you buy such expensive popcorn? Because you wanna munch on something? Several weeks ago, I was at Planet Hollywood in Las Vegas, and I love to eat a bagel and banana for breakfast, which is probably more information you ever thought from watching this video. But I got the bill and they actually charge me $3 in 95 cents for a banana. Of course, I brought the server over. I was really outraged at the price, and I said to her $3.95 from Banana. Really? She looks them, he says. Honey This is Las Vegas, anything is possible. And why did I buy the banana? It was because I was hungry. There's a great example off when you go to Ticketmaster and you buy tickets for a concert, some kind of sporting event. If you want to have your tickets delivered by regular mail, there's no additional service charge. However, if you would like to have your tickets printed out right then and there on your printer, they actually charge you an additional $2.50. How can they charge it a usual printer because they're solving a pain that you want your tickets now that you just don't quite trust the U. S. Postal service. Or maybe that event is tomorrow they're queuing in on that pain they want to solve. So the first new rule of sales is people buy when they're in pain and have money to solve the pain. The second rule is that we actually can't selling anyone. We only need to be there when people are ready to buy. I don't care how good a sales person you are. If that person doesn't have the pain that you solved and the money they're never gonna buy , So you've got to be there when they actually are looking to solve that pain. And that's why marketing is so important. And, of course, rule number three, which comes from that famous movie. Just because you build it doesn't mean people will come. If you can't get found when they're looking, you're never going to get chosen. You've got to get into that. Maybe pile the one out of three people that someone thinks of when they want to get their problem solved. So the first way that you actually do this is something I call the systematic or lay ships rating routine. And what you do is you try to set up a system where former relationships just really isn't rare. The problem is that most of us go to events. We meet people and we get their business card right, and we look at the business card and we introduce ourselves. We may say something to each other, and then where does that business card go? Right afterwards, it actually goes right into our pocket. And who's the next person that sees that card? Well, it may be the dry cleaners actually cleaning out your pockets from that event. But maybe if we're really good, we go and we send them an email saying, You know, it was really nice to meet you. I hope we can do business together again. But that's not creating a relationship that's just sending an email. Well, we really need to do is have a system that's going to manage all of our contacts, our prospects or influencers and our connectors, because what the problem is is a lot of these cards end up in what I call the business card graveyard. This is where every good business card goes the rest and nothing ever happens. Relationships are not really created, so step one you have to do is collect all those relationships in one place. Now some of you may be using some kind of database or CRM system, but get them all together. Not only your clients, but your prospects, your suspects and, most importantly, your influencers and connectors people that can connect you with other folks that might be customers somewhere down the line. Now, where can you get these? You get them from email contact list computer databases, trade show. Perhaps your cell phone address list. Ah, good place that people never look, is there send file in their email, maybe their personal address book, or it's always easy to go back and get those business cards that are sitting in that business card graveyard. And then what I want you to do as Step two is to identify the top 100 prospects influence connectors that you would like to talk to this year. Now, why do I say 100? I have found that small business owners really could only have relationships with 100 prospects and ongoing basis. There's roughly 20 business days in a month, and if we stay in touch with five of these every single day, we come out with 100. So choose the 100 that you really want to connect with this year. The next step is really implementation. We want to send them something personally ah, value to stay in touch with them, to form a credible relationship. Now, remember, this is not Groupon marketing. Now I have nothing against group on marketing, but that's marketing based on price. This is about building relationships and not sales. The biggest mistake that you make and My wife always tells me I do. This is this is not about you. It's about giving them value. And let me give you some examples. You cans follow up on a significant event that you know that's going on there lives. You can ask them Well, Are you going to a particular trade conference? You can say, Well, here's a great article, or I'd like to introduce you to someone or make a connection thes are all valuable things for them and as you're staying in touch with them, probably through email, since not too many people answer the phone anymore, you want to make sure that the title of the email is critical because 80% of reason someone opens up on email be talking about this later in the email section off Step one. It's the title. So you want to use things like saw this and thought of you. I know you'd appreciate a good resource. I have an idea for you. I want to make a great connection for you. One thing that works really well for me last year was the title was My wife thinks I'm having an affair now, as a small business owner. What do you think? The punchline. That Waas. My wife thinks I'm having an affair with my business cause I'm there so many times when you do this, you wanna have provocative title like why stupid people make more money than you. And then you wanna have very little content in the email. I'm not a really big fan of newsletters, because what I believe is someone gets the newsletter, sees all these great topics they could read and then says, I'll read that later, and when this later come, it never comes. So have one very provocative, provocative title. Have a couple of lines. Sentences have a link, and that's what you want to do to stay in touch with folks. Now, spelling does cow because, you know, if you send out something with bad spelling, then it's really gonna reflect Portland. You like in this graphic, it says, unable to eat diarrhea. I think that there's some punctuation that's really missing there. It's a funny example. So stop this video and think about what could you send? They'll be appropriate for your business. How could you add value to your customers a positive for a minute? so you can do that. All right, now that you've done that, you have to understand that the reason this is important is because the first time that someone gets interest your company didn't remember who you are before the Internet. Statistics say that it takes seven times for someone to be exposed to you before they remember your brand. But now, which says there's so much information that's coming at you all the time. It actually takes 21 times for someone to member your brand. So every single time you send an email or reach out to someone with some value that counts is one time, and you've got to do 21 times before they think of you when they have a pain that you can solve the way you do this is to internalize it every single day. And I was discussing before I think about how at the beginning today you can send out five e mails reaching out to five of your top 100 prospects because remember, it takes three months, the former former cycle. Now, these five emails should take you less than 15 minutes to send out In this way you're forming a marketing and sales system so you can get unstuck and break the double helix trap . The key thing is that you want to get in the maybe pile. If you're one of three people that the customer looks at before they make a decision, you've got a 33% chance of actually getting the business. And think about that. Everyone that had the problem that you solved. If you had a one in three chance of winning that thing, think about where your business would go now. Another way to stay in touch with your prospects and customers is social media. Now we're not going to spend the entire video going through every possible social media platform, and people get confused about what to use which social media to Owen. So I'm gonna give you a very simple example. Let's say you might have be familiar with this, that you've got to go to the restroom and what would you say on Twitter? Twitter is you're saying what you're doing right now, so you might say, I need to go pee now on Facebook. You want to get a status update, so you might say, Look, I just peed in linked in its skills based. So what would you say? I'm really good at being Foursquare's location based, You might say, Look, this is where I be. Google Plus has to do with hangouts. You might say, Let's all hang out and pee together. Pinterest Picture based you might say, Look at all these other people, Ping. And of course, you know this one's coming right now. Under YouTube, you might say, Wow, look at me, Ping. Now that's just a light hearted example of how social media can be used, but we have to remember, is go way back to your school days when you learn marketing and you learn the four p's of marketing, product, price, place and promotion. Social media is just part of this marketing mix as well. Email is, and this is a place where you can get unstuck by constantly being there when people are ready to buy and remember, the Facebook like, is one most powerful marketing tools. It's out there because you want to build touch someone 21 times when you go out there and you like someone's post, they get a notification like that post and they think of you for a split second that reinforces your brand. Somewhere along the way, you've got to get on the wheel. People no longer want to be sold to. They want to be educated. So the first stop on the wheel is they've got to get to know you. They've got to get introduced to you. The next one is they've gotta like you because they don't like you. They're never gonna buy from you. They then have to trust you because people don't buy from people they do not trust once they trust you and they're willing to try maybe a free trial, maybe a small purchase. And they're satisfied with that. Then they'll buy a bigger purchase from you, and then they'll repeat. And the epitome of it all the refer other people to you. Think about where you are on the wheel with various customers and prospects. Remember, just because you build it doesn't mean people will come. People buy when they're in pain and have money to solve the pain. You can't sell anything. Anybody. You've gotta be there when people are ready to buy. And you've got to create a system she don't get caught in this double helix trap, where Onley doing marking sales. When you have no business and you stop doing marking sales when you have a lot of business in the rest of these videos, you're going to see so many ways to get unstuck. One of the places, which is a big problem for lost small business owners, is that you let today's emergencies dictate your plan. You actually hate your customers, and you may even hate some of your employees and vendors. You get stuck because you Onley hire employees that a weaker than you. You also get stuck, and you know this is true. You allow lousy employees and sometimes customers to stay even beyond the time they're productive or profit for your company. And finally, you think that businesses on Lee about growing your sales. I hope you'll watch this entire video, Siri's, so you can get your small business unstuck. Remember, the commitment that you made at the beginning of this video was to strive for minimal achievement. Think about with one change you want to make, and I promise you that you'll get your small business unstuck. Moving forward make it much more profitable and fulfill the dream you had when you started your small business. This is Barry Mole still getting small business, son stuck. Have a great day. 3. Selling Value Instead of Features: and thing is very mold. Still getting small businesses on stuck Welcome back. Another big reason why you're stuck in your business in the sales and marketing area is that you sell features rather than benefits. And you're selling a product that today because the Internet is a commodity and it could be purchased cheaper somewhere else. What you're doing is you're selling like it's 1981 and I remember that year very well. It was a time where I graduate from college and IBM came out with that first IBM PC that was such a huge hit. I remember when I was at IBM. The way that we've been selling was definitely to sell the features, the advantages and then the benefits into the products. People couldn't go and look up with the features wherever product I, as the IBM representative had to tell them what the product was all about. They had to trust me. In fact, we use a technique quite often called fud F u d fear, uncertainty and doubt. Because his IBM, we always said to them No one got fired from their job for buying IBM. We tried to tell them that if you bought another product, perhaps something that was cheaper. There'd be a lot more uncertainty than if you bought from IBM. We could really depend on our brand. Another mistake that you make that is keeping you stuck is that you try to sell based on the wonderful features that you have in your business. All the different things that you think will sell your product as we send the last video. Just because you build it doesn't mean people will come. The biggest problem about focusing on the features of your product is that 80% of the folks will only use 20% of the product. Think about Microsoft Excel, a wonderful product, but what percent of the features of that product you really actually use? The other problem with focusing on features is that most decisions are not made based on what a product does. 75% of all products and all the decisions made on those products are based on some kind of emotion, and we're talking about that mawr in the brand section of this video, Siri's now remember Ah, lot of brands have gone to great lengths to create an emotional connection to their company . Think about Harley Davidson. There aren't just Harley Davidson bicycles, but there's all sorts of Harley Davidson paraphernalia. Check this out. Here's a baby wearing a Harley Davidson diaper when the biggest changes that's happened with the Internet was written about by Dan Pink when he published the book not too long ago , it was called The Cell Is Human. What he emphasized in this publication was that customers no longer want to be sold. That should be a relief. They really want to be educated. They want to get value from interacting with you and your website. Think back we talked about in video one about the double helix trap and what we need to really go out and break that about keeping in touch with customers on an ongoing basis to form relationships with them. So you're not always only doing sales and marketing when you have no business, you have to go out there and build a trust relationship, and I think that Amazon has done an amazing job of building trust relations. Think about what they sell. They start a long time ago, just selling books, but then when you got comfortable buying books from them. You knew that the books would be in stock. You knew that when they said the books were gonna be there two days later to your home or office. It actually waas. He developed a very trust relation with them. So now you can buy almost anything from them. And they sell all sorts of things from home electron ICS to various games and everything that you can imagine even competing with Zappos on shoes. Remember, as we talked about in video one. You can't rush this trust. You've got to go around the circle. You have to know, like trust. Try by repeat and then refer. This takes a long time. There's a great study done several years ago by Nielsen, which talked about the importance of reputation marketing in an Internet age. This graphic to me was really amazing. Not really surprised, but people trust 92% of time from people they know they trusted recommendations. But check this out. Consumer opinions post online from people that the consumer doesn't know they trust them 70% of time. This fact is really quite amazing because it beats out more than 2 to 1. Any online as the company may do or your own branded website. So what does this mean? What this really means is that people are gonna buy based on other people's recommendations that are posted online and what people say Now there's a great story that I always tell about Great American Bagel, and I went many years ago to buy a dozen bagels at this local baker here in Chicago. It's a franchise, and I ordered a dozen bagels As I was in line, I asked them to slice the bagels. The person behind the counter told me that the bagels would be five cents extra to slice. Each one of them. That's 60 cents was outraged by this. I didn't complain, but then I must have told the story over 100 times because I was not excited about what they had done and never bag went back to that bagel place. We have to understand that customers really will complain Mawr than will say night things about your company. Harvard Business Review has some great statistics that say that 25% people are likely speak positively about your business, but unfortunately, 65% are like a speak negatively about your business. More importantly, 23% of people who had a positive experience with your company are gonna tell 10 people. Unfortunately, 48% of the people had a negative experience. Were company are gonna tell 10 or plus people, so people are more likely complained? That is why we to form their late ship and really give them value. And it can't be just based on low price low prices, a losing game for small business owners. Because, in fact, low price doesn't mean low trust or low service. Think of the leading brands of low price these days. Think about Costco in Southwest and Walmart. They offer low prices and great service. We have to remember, as small business owners, having a low price is a loser's game because our margin is going to get cut down to almost nothing that we have to make sure that we give high value, which perhaps comes along with a higher price so we can really win when the biggest problems we face today trying to sell our products is something called showrooming. And while you may not know what Showrooming is, I'm sure that most of you have done it. You go into a store and you see a product, and it sells for $99. You then go on your phone, your smartphone, and you look up to see. Perhaps, is that product available cheaper somewhere else. In fact, Amazon actually as an application where you can scan the barcode and they'll tell you what they sell the product for people. Then leave the showroom and order that product online. This is a losing game for a lot of retailers, and we're talk about How do you beat this? So you're selling value and not just features. We actually can beat showrooming and make sure that we're selling on value and not just features so our products don't become commodities. The first thing we need to do is learn from Scott Starbuck over at City soled Shoes in Chicago. He has a very long standing boutiques shoe store, and when he does as people make their way around his retail establishment, he actually has ipads that he shows very stories about the shoes. He has something called City Souls TV, so it gives more information about where the shoes come from. Who makes them what you might wanna wear with them. This will break the habit of showrooming because he's actually building value. Another way to build value is to make special bundles for your products. We see this all the time where people bundled together video games and controllers or different kinds of consumer products. This really does work because the customer combining two things together really does seem or value. The next thing is we must continually train our staff over and over again. This is one of the biggest advantage that you have of someone coming to your store or talking on the phone that an online retailer just doesn't have. Your staff can be educated can help consumer make the right decision. Being there to help them really does count. The other lesson we can learn is really from Apple retail stores. If you go into their locations, each of their sales people has a mobile pos, or point of sale device. You don't have to leave the sales person to go up to a long line of counter to buy. What you can do is get that product rightness sales person that does a couple things. First of all, I don't have to leave and stand in a long line toe, wait to buy something. Secondly, it doesn't put a skewer a sh ism in that relationship between you between the customer and the sales person. So it's a natural relationship to say I found this product for you. Now you can buy for me in our store right now. It has been incredibly effective for them. Another place where you eat the focus is your mobile website. There's an astounding fact that 90% of small businesses out there don't have optimized mobile websites. What does that mean? When a customer goes to your site, they have to do a lot of pinching and a lot of scrolling. And that's a problem because 50% of all searches today are done on mobile devices. And when someone actually makes an inquiry about your product or service, they're much more likely to buy if they're doing it from a mobile device. The next thing you need to have is what I call a no hassle return policy. I know that none of us like to get returns back because it usually is a loser from the Tennessee of profit but you have to make it easy for people to return their proxy, get a refund for service because that's really where the trust happens. You can't continue a relationship with a customer if they're forced to keep a proctor service that they were never happy with in the first place. And they're gonna tell 10 other people that they're really dissatisfied with your product or service. Remember, as I said in the previous video, you've got to keep your influence going by staying in touch with customers and building value on a month by month basis. I know you'll green now that you have to focus on the value that you're selling for the price that you're selling it instead of focusing on features, if you focus on value, you will get your business and stuck, and eventually you'll have a much more profitable business. This is Barry Malts getting small business on Stuck. Have a great day 4. Do They Know Who You Are? Effective Small Business Branding: and thing is very mold still getting small business unstuck. Today. We're talking about an area where many of you are stuck because despite what you do in sales and marketing, your customers have actually no idea who you are. They can't find you when they're actually looking for someone to solve a certain problem because you Onley do need jerk marketing and you can't get into that all important. Maybe pile the one out of three people they're gonna look at. You are making the decisions, and this all revolves around branding. No one knows what your brand stands for. And that's a problem because if you look at a lot of the very famous brands are out there. When we see their logo, we all think of something. Let's take, for example, Apple. When you see the apple logo, what do you think about I think about technology about being hip, about being cool about being advanced? What about the Coca Cola logo? Most people think of fun, good times, refreshing and the BMW logo. It's the driving machine. We feel powerful. We feel cool, we feel rich. And then, of course, there's ups. We think about reliability that's gonna get there on time. Simply put, your brand is what people are saying about you when you're not around, whether you like it or not, your company actually has some kind of brand reputation and the reason that this is really important. As we said previously, 75% of buying decisions are not based on rational features and going through decision process. They're based on emotion, and most consumers connect to a brand. They don't connect to a product. So what is branding Widow? I start how we get unstuck in this area and worth the find the right brand for your company . You have to think about the pain that your company's solves. So, for example, I love this product because it says right on the cover. What painted solves the name of the product is help. I have a headache and, of course, they have other products, says Help. I can't sleep. Help. I have a blister. It says exactly the pain that it solves. An organization called Supercuts, which runs some of the best here cutting franchises around the country. They don't cut hair. What they do is help people feel good and look their best. That's the pain their brand solves. Take a look at this camomile tea. It could just simply called camomile tea with Citrus and mint. But this company didn't call that instead on its label, it says, Be a better parent. T. This targets parents whose kids are sick and they want to make those kids feel better. It's an emotional connection. What about this product? A Plus study buddies. This is aimed at college students that want to have a pain of getting a better grade. And perhaps they need someone to study with, even though, in all likelihood, these air probably just various pills with caffeine in them. I like this branding here, it says. How mad is she? A. B or C? And the idea here is aimed at the man that you got to get your spouse, your girlfriend, your partner flowers because she's upset at you, and the more upset she is that you you've got to get her a bigger bouquet, and this is one product that I saw at a local grocery store. It's called Suit for Sluts. Now. You may not like what this product says, and if you don't it's not named aimed. The Jew is aimed at college students who eat a lot of Rahman that don't have a lot of time that needs some. That's cheap, fast and easy. Whatever branding you do has to be very, very simple. I got an email from a gentleman that was selling some kind of service and what his brand waas was this, he said. He helps passionate business owners to double triple or 10 times their business and feel security, pride and satisfaction as you help more people make more money, work less hours, absolutely love it all. Well, that's amazing. But that's just way too big. It's gotta be something that's very, very simple for people to remember. So, for example, I've been saying it over and over in these videos. I'm the unstuck guy, and when I go around to speak to various folks, actually give them ah little sticker that says Very multi and stuck. I stuck me with this. I just want them to think that a help small business owners gun stuck. So in order for you to create a very powerful brand, you have to pick your customer first. You have to fill in this sentence. My company helps blank who are blank. So my company helps. Who do you help? Who are what pain do you solve? Pauses video for a minute and fill that out. Think about who you help and they've got to have the money to actually pay. And then what pain you're solving for them? Hopefully that was helpful. You could also use something that says my company is the best at blank. What are you the greatest at? And if you don't know what that really is, go talk to your customers. Asked them. Hey, why decide? Do business with me. A lot of other folks through the same thing. They will give you the adjectives that you really will know what to use. Now. Brands also set expectations. When they see your brand, they're gonna expect a certain kind of service. And this is important because if you don't set expectations, then they're going to set their own, and you may not be able to meet those. So here's a funny example of ah Chinese restaurant out in the suburbs Golden Dragon restaurant, and they had this billboard and said, All you can eat buffet not mean all day buffet. You don't come Stay for our You eat, you go home. And I thought this was very, very funny because they certainly do set those expectations. Well, they had a lot of fun with this. So several months later, they put up a new sign that said you could come with your dog will walk it for you And of course, me being the marketing and branding guy, I had a suggestion for them. I thought they spread this sign, Bring her dog and we'll walk it for you. Remember, this is an area that is really of key importance, as we talked about from beginning that strive from minimal achievement. Think about the one change you want to make and you have to practice it, test it and live it again. The reason why you're really stuck is because customers have no idea who you really are. And you have to give them branding so they remember when they're ready to buy. This is Barry Mold still getting small business on stuck. Have a great day 5. Get Found and Be Chosen: and this is Barry Mold still getting small business stuck One of the reasons that you can't bring your business. That next level is when customers are looking for you, they simply can't find you. And you know, if you can't get found, you'll never, ever get chosen. So when I talk about in this video, ah, couple of ways to make sure that you get found and you get chosen. And one of the important things is any kind of advertising that we have to do. Marketing and sales on a consistent basis and advertising clues print Online Mobile If you have a retail location also in your store. One of the big issues for advertising forever has been people saying, Well, I know that 50% of my advertising is working, but I just don't know what that 50% is. I don't know which advertisement actually works. This is all alleviated in an Internet world where all of your online advertising is traceable and trackable. You should know exactly what the results are for end of any of your search engine marketing , so let's talk about search engine marketing and search engine optimization. This is a typical Google screen. Now, if you notice at the top into the right, those air paid advertising those air thing that companies actually bid for. So their advertisement appears on the side of the organic search in the middle to the lower left those the organic search rankings. Those are going to get there because people do search and optimization where they make sure whatever they're talking about. It's represented on some search key terms. And both these things are of critical importance. The other reason that people can't find you is that, as we said in the last video, ah, lot of the searches are now being done on mobile devices. Over 50% of those searches are being done on some kind of mobile or tablet or smartphone. This is very important. If you do not have a mobile, optimized Web site, people are going to go to your competition. Mobile users are much more likely to buy cystic show that 50% of all searches are mobile. As I said before, and 70% of those end up in a purchase, you're gonna want to make sure that when someone goes your mobile site, it's very easy to navigate with at any pinching or scrolling or any of those inconvenient things. It should take only three taps to get to where that customer wants to go. What is also of critical importance is the content. We can have all these different tricks, like S CEO and SCM and a great mobile website. But if you don't have great content that shows value to your customers, people aren't gonna build that trustworthy relationship with you. So how do you show great content? Because I know it's a lot of small business owners out there. Ah, word about Well, what would I actually say to prospects and customers on a systematic, ongoing basis? The first thing is, photos of a critical importance were constantly being communicated through visuals. We live in a visual communication society because visuals really do connect with the emotion as we discussed before, they will be able to connect with your brand. So what kind of photos should you have? You can have photos of your products, but more importantly, it be great to have photos of your customers with your products or videos of customers with your product. Now there's so many different ways that You can post information on your website and you have to do all of them. But you may want to focus in on articles or infographics or press releases or guides, videos, photos, product features, case studies. Also, two different kinds of things. But what is important is an ongoing basis. You are adding new content. So Google and Yahoo being recognized you as updating your content and it being relevant. Think about how customers are actually finding you. You can look at this on your analytics and you can see. Are they coming to you from a desktop from Mobile? What are they really searching for? What other relevant keywords, How they find you organically. Do they find you from certain links that is of critical importance and then tag your website with those various seo keywords and test search engine marketing. But what I mean by test engine search engine marketing is very difficult to do this alone. Find a company that expertise in this area because you can waste a lot of money by trying to ECM without the assistance of an expert. We talked about videos, and one of things that we must do is show live videos, and these must be somewhere between two and three minutes long. Ah, couple suggestions for videos again. You can show your product or your service is being used by your customers. Or you can also do demonstrations or frequently asked questions through a video and not just through a printed F A Q Q and A format. Remember, if you actually have a physical presence, this is important because local is the new black. A very high percent of services search for on the Web have Ah, keyword is what's that service in what zip code or city are you in? So you have to make sure you show up on that, and the way you do that is claiming your listing on Google places and Yahoo Local. And again, if you don't know how to do that, you really should get some help in order to make that happen. Remember, physical location now is just not a store. It's where anyone happens to be looking. So I do a lot of travelling and, of course, you've got to place your shoes at the bottom of the been Before you go through the TSA checkpoint, you see more and more companies. Advertising at the bottom of that been because that's where people are looking. All of this is of critical importance because people are only going to find you if you have a great or, quite honestly, a really bad reputation. Now we call this now reputation management, but this has always been around. We just call that. Years ago we referred to it as gossip when one person would talk to another person, and the way that people did advertising years ago is they would get very famous spoke spurt people. So, for example, Chanel number five recently has used Brad Pitt and Go Daddy has used Danica Patrick. Now the idea here was that if you hired a very famous A spokesperson there trustworthy, we would believe them. And then, in turn, we believe whatever they were selling. But that really has changed, because now people have, on average, 184 conversations a week about the proximate services they buy. So we're talking very much to each other, and the Internet allows us to really do that, as I say, the trust o meter for how people establish trust and what people buy really has shifted from paid advertising and paid spokespeople to really online peer reviews. Now Amazon and eBay started this a long time ago with eBay. When I go to buy something, I look immediately. What kind of ratings does the seller have? And when I go into Amazon, I look and see what other people think about the product. For example, I was very excited to buy this product called Kibo. K E V O were allowed you to do was to put a virtual key on your smartphone. So you went and approach the locked door. It could automatically open up and you could pass guest keys, the people that you want in your house or your business. I thought this was very powerful and it wasn't cheap. When it finally came out, I wanted to Amazon and looked at what people fought the product. And guess what? Once I saw that, a lot of their ratings were not very high, that more people gave it a one star rating rather than five star rating. I wasn't interested anymore, No matter what the company could tell me, as we discussed before that, people now trust ah lot Mawr. What folks are saying online. If they don't know the people that any kind of advertising or branded website, you've got to make sure that you know what people are saying about you, and we'll discuss this later in the social media section. But right now, even as you're learning from this video, people are talking about you and your company, so you have to make sure that you realize that it is your opportunity to interact with them . Make sure you know what people are saying about you on trip Advisor or yelp if that's appropriate for your business. But above all, make sure you have a tool like Google alerts of those of L from super media that can get you the information that you need. Remember, with the Internet, reputation is forever. You've got to make sure that you know what folks are saying about you. You've gotta act and you've got to respond to them and engage them in a conversation. I wrote a book several years ago called Small Town Rules, and the purpose for writing this book was that things all over our like a small town because when every customer can talk to every other customer over the Internet. It's kind of like living in a small town, and you have to be able to build what I call the like you then have a discussion. They then ask you for advice. You build a relationship and then they'll actually buy from you. Remember, if you build it, people don't always come in order to be found. In order to be chosen, it's gotta be found. First, go out there and strive from minimal achievement from this video. Pick the one change you're gonna make and do that before you do anything else. This is Barry Mole still getting small business unstuck. Have a great day. 6. Letting Go of Customers and Prospects that Hold You Back: and this'd Barre mold Still getting small businesses on stock and one of the places that your business is stuck is that you keep selling toe prospects and customers that long ago told you that they had no interest in ever buying from you. And that's the way it goes. You make a sales call and you sit down with them, and they're really excited about doing business with you. In fact, you may have even sent a proposal and they may have been even said, Well, yeah, I'll do that next week. So you're outside. You think you have the sale, and the next week you call them and you never hear from them, and then you email them and you never hear from them and you email again and you call them again and you email them again and you never hear from them. What happens? They're telling, you know, without actually answering the phone or applying to email. Now, of course, is a problem because you didn't get the sale. But it's even a bigger problem because you have hope. And remember that book many years ago that hope is not a strategy. The biggest problem is that you hold onto this prospect being a customer for your someday and prevent you from looking toe other prospects who actually have the pain you solve and have the money and actually will do business. And this decreases your sales. I'm gonna show you in this video had to cut your sales effort by 90% by only selling to the people that have the pain and the money to solve that pain and who are ready to buy. So let's say you have one of these prospects as promised or, as I say, threatened to do business with you. You, of course, call them a sap, and then you call them within a week, and then you call them, perhaps two weeks later. And if you don't hear from any of these contacts, which need to do is send them what I call is the letter. If you send this letter, you will get 80% of time a response. I'm not saying it's always will be a positive response, but at least you'll get closure on what's going on with that prospect. And so here's the letter fear. John, I've been unsuccessful in my attempts to reach you and provide the information that you requested. This typically means one. You're just been busy. And you're still interested in talking with me about how I can help for to you no longer interested being a business person. I know you can appreciate the position that I'm in, and I want to provide you with excellent customer service and all the information you need to make an educated decision. What? I don't want to bother with you is something about this. If you're no longer interested, could you please tell me which situation we're in? This would allow me to better allocate my time and give you the attention you deserve. Thanks again, Barry. Now think about what this letter actually does. It lays out a business proposition for the prospect. Are you still interested? Or maybe you're not. And guess what? If you're not, it's OK. It gives them an out because many prospects don't have the courage to tell you. No, but you're giving them permission to tell, you know now this letter will actually get 80% response. There is another letter that gets you a 90% response and it goes something like this. This is the title. I thought you were dead. Now, if you give that title to an email, you'll definitely get a response. Now, you may never new business with them again, but at least you will take them off your prospect list. And where, Of course I got this was from, um, escape from New York, where snake plus skin People always say to him, I thought you were dead and it was funny because I brought this graphic at a recent presentation. I did again in Las Vegas, and a gentleman comes up to me and says with a shirt says, I'm not dead yet. So remember, the idea is just to get a response. So either do business that customer or move on and let him go. Now what you really need to do is to make this work is review all the list of outstanding proposals you have. Note. When you had the last contact, follow the schedule that I talked about. Contact them now. Contact them again a week. Contact them in two weeks. If you don't hear from them, send them the letter. And again, if you don't hear from them, you've got to let go and put them back in the marketing funnel. It doesn't mean that their answer is no forever. If they don't contact you, their answer is no, Not now. Remember the most powerful answer we can get when trying to sell our product or services? The customers is, of course, yes. But the second most powerful and import answer is no. I would rather get a quick no than a long drawn out, maybe because many times maybe is really just, they know. Think about the last time that's a customer told you, maybe, and within the month they actually bought something from you Not very often. Now there are some customers out there that actually keep you stuck. Think about the ones that you hate. Now I know that hate is a strong word, but the ones that you just can't stand doing business with, think about the ones that you shy away from communicating with. Think about that. You're always looking for better customers. These are the ones that you really need to get rid of. So here's the steps to do that. First of all, you got to stop searching. It is your responsibility to do business with customers that you feel you conserve, make a difference and, of course, make a profit. Think about which ones are really the proper ones, because just because someone does a lot of business with you or takes a lot of resource to do that business doesn't mean that they're profitable. And the financial section of these videos will talk about how to make sure that a customer is profitable. But you also have to look at which ones are actually, and I use is a very important word poisoning your team and your company, some customers actually holding you back from growing your business and getting unstuck because they're weighing you down now a value of a customer just doesn't just have to be just in revenue. It can be in, as I said, the profit they make but also can be in the timing off that revenue. So, for example, if your company is flat out around the holiday times and they do business in January, they may be a very valuable customer because you conserve someone else during the holiday time when you're very busy. Does that customer give you referrals? Do they create reputation buzz like we talked about in the last video. Do they stay with you for a number of years? Their lifetime value is much higher. And is that who is the customers? Brand. So, for example, I know that any of you would much rather have a famous celebrity like Oprah Winfrey do business with you rather than me. That's because if she says she does busy with you, it will raise your brand. Now, how do you go out, Ashleigh, Fire a customer. How do you figure out which ones you should fire? First thing you have to do is think about if you are no longer helping them, because if you're not helping a customer, you're not doing them any service and eventually they'll leave. And certainly you're not helping your company. If that customers actually disregarding your advice, that's just a precursor for them leaving you so you might as well set it on your own terms . The customer is not willing to pay a price that you can do business at a profit. Every customer who's worth anything should understand that you've got to make a profit doing business with them, or you really can't be a great business, and they can't be a great customer. Another time you should leave a customer is if they ask, you do something that is illegal on ethical. This can lead to nothing really good and especially with social media. This could, in the end record company or most importantly, and I see this a lot. Unfortunately, the customers has really become inappropriate with one of your employees or disrespected your company. So how do you go out? Actually fire a customer because you don't actually want to do it today? It could be disaster for your company, especially if they add a lot of profit. The first thing you knew is if it's something unethical, illegal, you should seek legal advice or get your HR consultant or in house person to help you revisit the economic value that customer understand exactly the kind of profit they bring to your business. If in the end they bring too much to your business, too much profit you may have to meet with them and then reset boundaries for doing business together. But if you do not want to keep this customer, you really should create a plan to terminate them and the way that you do that is, first of all, when you fire a customer, don't permit any conversation about the former customer between your employees. Again, this leads to nothing that could be good. Identify a series of prospects that actually can replace the profit. For this problem, customer begin to phase the fired customer out. Perhaps you have to show them that they will be much better off without you. Or maybe they should go to one of your competitors and then set an internal date on which to do the termination. Remember this. Cannot nestle be done overnight, but it can be done with planning over a number of months to make your business much more profitable and get it unstuck. Remember, you've got to love the customers that you with. This will really help your business get unstuck and moving forward. Now reviewing this video, think about striving for minimal achievement and what's the one change you're gonna make as a result of watching this video? This is very mult. Still getting small business unstuck. Have a great day 7. 10 Secrets to Getting Your Email Opened: and thing is very mold. Still getting small businesses unstuck in Dan Pink's new book to sell Us Human, one of things that he emphasizes that customers no longer want to be sold to. They want to be educated, and that means that we need to build a relationship with them over a long period of time so we can be there when those customers at radio by one. The best ways to build a systematic relationship is to use email marketing. However, one of the biggest problems with email marketing is that they're over 89 billion e mail sent every single day. Yes, I did say 89 billion with a B. With all those emails getting sent all the time, how do you make sure that your prospect or your customer opens up yours? They're actually 10 steps to getting your email open. The 1st 1 is the all important title of the email. 80% of the reason that an email is open is because what it says in its title. So, for example, one of the titles could be saw this and thought of you. You want to make it very personal, or you can say I want to connect you with a resource or I want to introduce you this person or referred by X, Y and Z. One of my most popular emails from last year was My wife thinks I'm having an affair dot, dot dot now that worked out really well because people were intrigued by the title of that email. So what was the punch line? I run a small business, and the punchline was, My wife thinks I'm having an affair with my business. That really made a lot of sense. Number two. You've got to go negative. Now I know this is counterintuitive. We always chef emails. They're very positive and boost people's spirits. But actually, having negative title in an email will actually get it open Now. Unfortunately, this is the basis of every reality TV show that's out there. We love Shade and Freud. We love to see negative things happen. Unfortunately, so you've gotta use words like the worst or absolutely, or just plain wrong. Let me give you an example. You could say what to include in your return policy, but much more powerful is what not to include in your return policy. You see, people are afraid of doing things wrong rather than wanted to do things right. Step number three, you've got to be exclusive. Everybody wants to join a club that they're gonna have a difficult time being a part of or not everyone is invited to. So by using the words exclusive or V I. P or limited time or the Deadline is Thursday, it will get people to act on your email. So, for example, your exclusive invitation that only happens once a year. This says that this invitation is not for everybody, and this is your only chance during the year. Step Number four is no capital letters. I think most of us by now know that Capital letters on the Internet or email is the equivalent of screaming at that person. And besides, it's gonna get caught by the spam filter and is never, ever going to get through Cheers, Prospect or your customers number five. You've got to be controversial or contrarian in your message. People don't want to read the same old, same old. So, for example, saying an email out there that says the Oscars were fantastic. No one's gonna open that up, but If you say here's what was wrong with the Oscars last night. People are gonna be intrigued, but remember, it's gotta be within your brand. It just can't be out of the blue. So, for example, when Mr Mersa mayor many months ago, who is the CEO of Yahoo, said that people should not be able to work from home, they had to come back from work. I wrote an article that said Mersa Maher was right. Why people need to come back. Toe work. Here are some words that you have to avoid Don't use the word free or help or percentage off or reminder. This will not get paid attention all by people. And again, it's much more likely to get caught by those spam filters. Number seven. And this is really very true. You've gotta use numbers in the tiles, your email. Everybody wants to know the five Simple steps success People want to follow a very linear list. Now. Not all numbers work, even numbers except the number 10 are really out. You've got to use 35 or seven. They're very, very powerful numbers. Let's go to step number eight. You got to keep it short, we have to understand that 50% of all email is now open on mobile devices. And what this means is you need to keep the title to 25 characters or less. There's some great tools out there that can help you figure out what is your email gonna look like in a mobile device? And one of my suggests is litmus. L I T M U S. Let's go to step number nine. You can get help, you know, if the make up these titles on your own, you can go to a resource called Tweak Your biz dot com. You put in your keywords, and it will tell you some suggestions for what the title should be. And, of course, Number 10 which I think is incredibly important, is the from Field. Who is that email from? Remember email start in 1981 as a person to person former communication and when you get email from support at the company name dot com or info at the company name dot com, that takes a lot of a powerful connection that email really can bring. Make sure use a person's name in that email, either The most recognizable name or perhaps the CEO of the company. Overall, none of the things is gonna work unless you do it in a systematic way regularly. That means you have to send it out at least on a once a week basis. And make sure that the content of what you send is something that your prospects and customers are gonna be interested in opening. This is very mold, still getting small businesses unstuck, and that's 10 ways to get your email open. 8. Why You Are Wasting Time on Social Media and What to do Instead: thistles. Barry Mold Still getting small business on stock? We're going to talk about why you are stuck around social media, but this is not a video to show you how to use the various social media tools because it doesn't matter what tool your using your still stuck when it comes to your social media strategy in a couple different ways. First of all, some of you even today, aren't using social media because you think it's like that movie The Graduate, where one of the parents friends comes up to Benjamin on his graduation day. And it gives this keyword, he says. Plastics. And maybe that's exactly what you think social media is. It's just a fad. Well, it's not a fad. And no matter who your customers are, you can help your sales and marking strategy by using social media. You think that social media is about selling products. You think it's just like advertising, but it's not again. Where you're also stuck is that you're talking at people, not with them. You're just constantly sending them messages and not listening to what they're saying. And in fact, when they do talk back to you, you're talking with the wrong person, and in fact, you are obsessed. Admit this. You are obsessed with your follower account, and how many likes you on Facebook? It doesn't matter. It's who you're following and who you have the conversations with you now you're also stuck because inside your company, you're really not monitoring what people are saying about you. And if you see a negative comment, you try to delete it instead of answering it. And most importantly, this extends to the rest of your company because you do not have a social media policy. Now I'm the first to admit that the World Wide Web can be a worldwide, a waste of time, the smartphone in every consumer's hand, every employee's hand really can hurt things. Also, social media really can be addicting. I love this slide because sometimes we need to go on social media just to fill our adrenaline addiction to find out what's happening, and we're afraid of gonna miss something. This ultimately does hurt your business, because think about this. Statistics show that 65% off, all the streaming content that's watched every day is actually watched during the work day and in fact, during the work day, two billion YouTube videos were watched. They're watching something, and I don't think most of it has to do with business. Remember, as we mentioned previously, social media is just part of the four piece of marketing that you learned in your marketing class is product price place. And, of course, social media fits into promotion. It's no different than advertising or trade shows or direct mail or email or doing something. Your website, however, it's called social Media for a reason, because it must be much more conversational. The goal of social media again is the same. That is, for all those other promotion things. You've got to be consistent. You've got to send a consistent message that is out there. People always ask me what tool they should use, and quite honestly, it doesn't matter if you choose Twitter or Facebook or linked in or Pinterest or Google. Plus, there's lots of them out there. The first thing that you need to determine is where are your customers and your prospects actually having conversations that you can add value to where can you get involved those conversations so you can get on that like no trust wheel, so you can start to gain some customers that might try from you. So go on one of these, whichever one you're most comfortable with and do a search and find out what kind of conversation or people having. And can you add to that pick one and then consistently show up? It is no good if you just post once a week. Many of these conversation on these tools move at a very rapid rate, and typically on Facebook, you have to post something within 24 hours to reply on Twitter. It's even 15 minutes post according to a schedule, and then listen to what people are going to say. Remember, you have to engage in a two way conversation, and you have to ensure you're talking to the right people. That's of critical importance. If you're going to gain a customer or a new prospect, go in, search these people's backgrounds or having conversation with you and see if it's worth engaging with them. Now, unlike a lot of other things in this world, like when you watch the movie, Godzilla size certainly does not matter the size of your list. While in May feed your ego really is meaningless. Who cares if you have 35,000 Twitter followers? If they're not engaging with you, it doesn't really make a difference. Who cares if you have Ah, 1000 likes on your Web page? If they never come back and have conversation with you, who really cares? If they don't respond, then Social media really isn't working for you. You've got to make sure that you have a company social media policy because employees are key to activating the message. Your corporate department just can't do it. But if you have 50 or 100 or 10 employees going on social media, bragging about your products and service has much more of a chance to get spread around. And you'd have conversations will attract folks to have MAWR sales with products and services, but you have to make sure whatever employees or posting is consistent with your brand. So you have to have good balance of good guidelines and tell them what they can post and what they can post a way. To do this to make it easy is to really use pictures or videos. Every smartphone now has a video camera on it has a still camera on it. And, as it was stated before, we are living in a visual communication world. People can connect emotionally much mawr with videos and pictures than they ever could do for any words. So, as we discussed, have customers send in photos off them with your proxy services, even have a contest. Encourage your employees That takes selfies of themselves, working in the office so people can actually see. These are real people. This an authentic company. This will really help your business. Make sure that you respond to comments. I'm not a big believer and automated posts. While I do believe that when you post the same message multiple times during the day, especially using Twitter, we have to be careful about automated posts and robots because, let's say, for example, there was a crisis and Social Media is talking about, for example, at plane missing. If you're talking about something totally different, you'll stick out like a sore thumb, and it won't seem authentic and personal. Finally, don't always use hashtags. This can really get overused. It's a great way to become part of a conversation. So, for example, I do a lot of stuff with small business. I'm always searching on to see what kinds of conversations are happening around hashtag small business or hashtag customer service or hashtag entrepreneurs, because then I could become part of appropriate conversations. But every morning when you start your post, you don't need to say hashtag my first daily post hashtag excited for my first day. Hashtag excited. My first couple coffee. It kind of gets obnoxious. Use Hashtags not to make your state stand out, but to become part of conversations. Now your job is to pick the one change that you want to make to get your business unstuck so your own. Waste your time around social media and you use it to get unstuck and move your business forward. This is Barry multi getting small businesses unstuck. Have a great day