Brandon Welch: 0:06
Welcome to the Maven Marketing Podcast. Today is Maven Monday. I’m your host, Brandon Welch, and I’m here with Caleb. Happy New Year, Agee. Hey, it’s coming up. Tell us about your New Year’s Eve traditions. What do you do? Where do you go?

Caleb Agee: 0:18
I’m not going to lie, I’m an old man. He’s in bed.

Brandon Welch: 0:21
He’s in bed, toes up nightcap on by 10:30.

Caleb Agee: 0:25
Celebrate with the middle of the Atlantic? Probably Do you really? Oh my goodness yeah.

Brandon Welch: 0:32
I don’t know what to do with you.

Caleb Agee: 0:34
All right, but I am well rested. On January 1st, my year starts off with a lot more pep in my step than a lot of people.

Brandon Welch: 0:41
I’ll say A little less groggy than some others. Yeah.

Caleb Agee: 0:45
Yeah, everybody else has to sleep in. I am on it.

Brandon Welch: 0:48
So I’ve spent like 25 of my 35 New Year’s Eves New Year Eves with like the same buddy since like we started going to church together, like when we were five or whatever, yeah, and so that’s where we’ll be. But now our kids have that same experience and so they have their own traditions and it’s beautiful, that’s awesome. Hope you are having a wonderful new year, or almost new year. This is the place where we help you answer your real life marketing questions, eliminate waste and advertising, grow your business and achieve the big dream. I got the intro and the outro out of the way. Bring it on. I almost forgot. That’s okay. We’ve only done this 79 times now. That’s a real stat. You can take that to the bank.

Brandon Welch: 1:27
And this is our last episode of the year and we are so grateful that we get to do the work that we do. This is after Christmas. We are just looking at all of the wonderful people we’ve served and the thousands of you that are showing up to be part of our journey and our mission. And for us, yes, we have an ad agency here serving owner-operated companies across the US, but we also. Our mission is bigger than that. It’s bigger than the one-on-one companies we can serve. It’s always been to bring entrepreneurs up, to give them a little more confidence in their marketing plans mostly to eliminate the big bad wolf of wasted advertising.

Caleb Agee: 2:08
That’s right.

Brandon Welch: 2:09
Which our research says is at least 80% of what’s going on in America. Yeah, is good intention money bringing poor results, and we just hate that.

Brandon Welch: 2:19
Yeah, we would rather you spend that money on your kids or your team or your community than throw it away to advertising. But the better thing is that the advertising would bring you more prosperity and connect you with more good people, so that you have an abundance to do those things. That’s why we’re here, that’s why the Maven Marketing Podcast exists and we have so many things coming up to further that mission. One that you need to know about is our Maven Marketing Audit is now live at mavenmarketingauditcom.

Caleb Agee: 2:46
Wow, what a great URL.

Brandon Welch: 2:48
And what a great URL. And if you’re just sitting here going, hey, what are some things I could sharpen up on in the new year, Hit mavenmarketingauditcom and give yourself five minutes to fill that out and it’s just going to show you like, after doing this well over a decade, on our way to two decades like the things that we see in marketing campaigns that are high performing, the things that are making our clients and the people that we get to hang around millions of dollars every year. And it’ll give you a readback of saying, hey, here’s where you might be weak and, if you want, you can go ahead and click that big button that says let’s talk about it. And you will get a 30-minute conversation with somebody in our team that just says, hey, here’s the areas that looks like you might be weak in and here’s some ideas for how to improve those. And then there’s two kind of steps after that. You could choose to say thanks, appreciate it, see you back on the podcast.

Brandon Welch: 3:42
Or you could choose to step into our new mastermind product, which is a very awesome new thing. We’re starting in January 25. And that means you could take those things that you maybe have opportunities to improve on. You could bring them to our mastermind every a couple times a month. Bring your ads, bring your strategy, Bring your maybe your team and sales challenges to a group of people which will be led by Frank and Maven, and I’ll be happy to be there. Caleb’s going to be there, yes, Leslie’s going to be there, Megan’s going to be there, Nate, the camera guy, may even make guest appearances.

Caleb Agee: 4:15
Oh my, gosh, you can actually see his face.

Brandon Welch: 4:18
Yeah, and it’s like the work that we do on a day-to-day basis for the companies that we serve directly. You’re going to get a piece of that to help guide you along. And it’s going to be like so freaking affordable it’s going to be. You know, you’re not even going to be able to put a value on that time that you would otherwise have to spend.

Caleb Agee: 4:35
Yeah, and then the bonus aspect of that mastermind is the community piece, which is you will be with a bunch of other business owners and marketers who have seen things that maybe you’re running into and have answers and ways around that. And so there’s such a beautiful piece of that and Frank and Maven clients.

Brandon Welch: 4:55
They’re going to be the foundation of the group and making them better. We kind of do that behind the scenes anyway, but you guys are going to get a front row seat of that. And then if your business is in a spot where you are trying to go from this $3 million to $5 million space and on up from there, that’s where it starts making sense for Frank and Maven to step in and maybe be a partner with you or help you find a marketing partner in your area, and that’s where an agency in general can really give you a good leverage on your time and resources you’d otherwise have to invest, because we have some of the best talent in the world here.

Brandon Welch: 5:32
We have the Nate the Camera guys, we have Carters, we have Leslies and Megans and Audreys and Kyles.

Caleb Agee: 5:36
I think those grow on trees. Yeah, show me that farm, show me that farm Right for the plucking.

Brandon Welch: 5:40
Right for the plucking. But we have them here and these are people that are skilled. It’s our entire job to grow owner-operated companies and make you famous in your market and make people just can’t help but want to do business with you versus your competitors. So to read all that back to you, we’ll be here every week on the podcast, no doubt. You can buy our books. There’s more versions and more things coming out all the time. You can follow our blogs. You can check out our new website at frankenmavencom and have a whole new way to search and interact with those. Or you can take that Maven Marketing Audit and take it to the next step and say, hey, instead of just this going in one ear and bouncing around, what can I do to put action to it? That’s the Maven Marketing Audit. We’re so excited to give you that tool. There’s no strings attached. You can take it and leave. You can take it and take another step forward. You can do whatever you want, but it’s going to help and we’re so happy that that’s live now.

Caleb Agee: 6:33
Yeah, bring it on.

Brandon Welch: 6:34
Back to the regularly scheduled program Today 25 marketing tips for 2025. You see what we did there.

Caleb Agee: 6:42
Yeah.

Brandon Welch: 6:43
And we cheated on this episode.

Caleb Agee: 6:44
Yeah, we’re going to pull the greatest hits from 24, essentially from this last year, and we talked to a lot of great marketers a lot hits out of here, so that we can help you really quickly. Maybe you’re new and you’re like what’s going?

Brandon Welch: 7:12
on. Yeah, what have I?

Caleb Agee: 7:13
missed. This will help you just get a quick catch up on what we learned.

Brandon Welch: 7:16
Yeah, we cheated because we just pulled from our past episodes, but we’re going to give them to you like bullets.

Caleb Agee: 7:21
Yeah.

Brandon Welch: 7:22
And if you don’t like this one, there’s another one coming.

Caleb Agee: 7:24
We’re going gonna try to put the cards on the screen throughout these and so hopefully you can just uh and you can see them in the description, but you can just jump over to them. We’ll tell you the names of the episodes if you want to go deeper. So, number one, you want me to start it? I do. Okay, number one, ai, brandon calls him, uh, uh, his friend, al Al, yeah, uh, what is what’s the other one? Cheat, cheat, gpt, cheat, gpt, um. Ai can analyze data, but it can’t write new or surprising ads.

Brandon Welch: 7:56
Yes.

Caleb Agee: 7:56
So that was from our episode of you know six trends you need to be aware of this year. Um, a big thing that was happening is things are becoming softer and everybody is scrutinizing this AI world. Yeah, and the reality is it can’t write something as creative as you can.

Brandon Welch: 8:15
We use it every day here. We it’s, it’s maximize our productivity in so many areas and data analysis and maybe outlines and like just Ideation, Maybe just Fast forwarding your brainstorming process a little bit, but as far as getting noticed, getting known, liked and trusted, it’s very, very poor at doing that.

Caleb Agee: 8:34
It’s a conglomeration of a billion things and it will only be the middle of all those billion things.

Brandon Welch: 8:39
Yes, and it’s not just the ad writers saying that there’s actually a lot of studies out there about what generative AI is going to be missing in the humanity, and that’s kind of the general idea, the arts, the understanding, the human condition, and turning that into something of depth is the challenge of AI as it exists now. And we’re not doubters, we’re not detractors, we’re just saying that’s the case. So find somebody talented to help you write your ads.

Caleb Agee: 9:08
Yep.

Brandon Welch: 9:09
Number two is make company rituals. This is from our episode of keeping new year momentum alive with your team. We all have resolutions, we all have big plans and big intentions and by week three we all know they statistically don’t stick. But we did an episode just for you so that you don’t have to be one of those losers. And especially as it relates to your team and this is we pulled from like our very best practices internally and how we keep our team fired up. We keep them fired up, don’t we? Nate the camera guy? They’re always fired up. He sounds fired up.

Brandon Welch: 9:40
Throughout the year. Yeah, he’s fired up.

Caleb Agee: 9:41
He didn’t even have any coffee.

Brandon Welch: 9:42
You’re either fired or you’re fired up. Oh my god, uh around here. So, um, anyway, take, check out. Keep new year’s momentum alive with your team and making company rituals yeah, number three is drive around the block and um.

Caleb Agee: 9:55
This was from brandon and valerie’s uh two-part episode about, um, everything they’ve learned and seen throughout the years.

Brandon Welch: 10:04
Since this is specific to you, I want you to take this one how to not lose your mind or your wife while you’re building a business.

Brandon Welch: 10:09
Yeah, I don’t think that’s how we titled it, but yeah, like you want to have a happy, healthy marriage, and I am blessed with the best marriage I could possibly ever hoped for, and she is amazing.

Brandon Welch: 10:21
But also there are some things we’ve learned that make it even more amazing together, and one of those things is you’re going to have a rough day today, or a rough week, or just an exhausting day, and you’re treading all the things you got going on and here’s the thing all of your people have got the best of you all day.

Brandon Welch: 10:39
There are also some tiny souls, or maybe just one important person Maybe it’s your wife or your husband who’s been also waiting for you all day, and they deserve a fresh impression. So I learned years back I needed to drive around the block, turn the radio off, turn the phone off, and there’s a road by my house. I go on about a two or three mile detour to take the long way home, detour to take the long way home, and I breathe and pray and sometimes just reflect and disconnect from my day so that when I walk into that door I’m not overlapping the last energy I had out. You know that’s right. So if you got to take phone calls on the way home, fine, but kill them and drive around for another five, 10 minutes and think about show up with that first impression back home intentionally, that’s great Number four make sure you answer the top five questions people are calling about on the homepage of your website.

Caleb Agee: 11:28
So this was in an episode we talked about how to increase your website leads without spending a penny. That was a winner, a banger of an episode. You should go check it out. That’s a wonderful episode, but the point of this was go ask the people who answer your phones, who are outward facing.

Brandon Welch: 11:43
Next week. What’s the top five things? They call them what do?

Caleb Agee: 11:45
you hear, or have them make a little log what are people asking about? And then make sure go scroll your homepage and make sure all of those questions are answered in some form or fashion. It’s not just like frequently asked questions. No, answer them as statements on your homepage somewhere.

Brandon Welch: 12:14
Yes, enough said. Now answer them as statements on your homepage somewhere, people, and simplify the dots, cause one of the biggest objections for anybody taking action is they’re just. They just can’t imagine quite what’s going to happen next, and so a way to speed up conversion on all levels is to say we make this easy. Step one we do this. Step one. Step two we do this. Step three we deliver you a plan. Step four we come and do the plan. Step five yada, yada, yada. Okay, so bring it down and if you’re not good at writing zippy copy, find somebody who is and give those three to five steps for how to have success on your homepage.

Caleb Agee: 12:44
Yeah, number six actually showed up in multiple episodes this year. It showed up in that website leads conversation, but then it also showed up in how to increase your appointment seven ways to increase your appointment set rate. Yeah, automate your follow-up processes. So, after somebody becomes a lead, a lead is a person with a need don’t forget, after somebody becomes a lead, make sure whatever happens to them next is completely automatic. It may involve human interaction. Yes, you know. It may not be that you have automated everything.

Brandon Welch: 13:19
Hey, caleb, we got your information. Thank you so much. We’ll be reaching out shortly. That’s an automated email or a text? Yeah, there, may automated everything.

Caleb Agee: 13:23
Hey, Caleb, we got your information. Thank you so much. We’ll be reaching out shortly. That’s an automated email or a text? Yeah, there may be a manual part of that automated process, but it needs to be defined Like we will write them a handwritten note one day later but, that’s automatic in your mind.

Brandon Welch: 13:34
Yes, Does that make sense? Yes, Follow up and make it every time. Seven, attitude, aptitude and activity are the three A’s to an unstoppable team. We had the pleasure of pulling in one of the smartest people I know, Mr Nick Gordon, CEO of multiple eight and nine-figure companies. He’s just the coolest dude and he came. If you didn’t get to see that episode, it was really good, Just oozing with CEO wisdom. And that was the episode called I’m sorry, Timing and Tenacity Inside the Mind of a Three-Time Eight-Figure CEO and one of my favorite takeaways. I’ll just do seven and eight here. But attitude, aptitude and activity. If you’ve got a problem in your business, it’s going to fall into one of those categories, says Nick, and he’s hired like thousands of people, so I would trust him. So they either don’t have the right attitude. They don’t have the right aptitude, meaning you haven’t trained them, or they don’t come with the skill set they need, or they’re not putting in the activity.

Caleb Agee: 14:26
Yeah.

Brandon Welch: 14:26
I’ll follow up with number eight. He says with that, kick low producers out of your meetings. If you’ve got whiners, don’t let them have a seat at the table. If you’ve got underperformers, they don’t get a seat at the table. You want a part You’re going to have to put up or shut up. Yeah, that’s number eight.

Caleb Agee: 14:40
That’s number eight. Number nine take a chunk of your ad budget and put it into customer experience. It will pay off bigger. What if?

Brandon Welch: 14:48
you spent $10,000 wowing the crap out of people who interact with your company, oh man. Put it in custom swag, put it in fancy candles, put it in your bathrooms, put it in something that’s just going to increase the customer experience.

Caleb Agee: 15:02
Yeah, make it really special. That showed up in your interview with Jason Friedman and I would say, with Alec Palen this year as well, yep and so you don’t need more leads is the name of the episode. Yeah.

Brandon Welch: 15:16
So number 10 is you is the most profitable word you can choose in marketing. Every time you write a piece of web copy, every time you write an ad, you’re going to find that you tend to put in us and we and I and our company and insert at our company name here at Frank and Maven. Kill that stuff, go, change it and make it a you statement instead of a we statement. That’s in the episode five ways to make your Facebook ads more profitable.

Caleb Agee: 15:39
Featuring Leslie Jo Clark. That’s it, number 11,. Healthy companies allow for healthy people and healthy people build healthy companies. That’s a Caleb Agee original.

Brandon Welch: 15:48
That’s an original. We had to pay Caleb royalties for him to say that Every time.

Caleb Agee: 15:52
I say it no. So that was a conversation with Megan and I about the three facets of unstoppable company culture and we really just broke down from the inside. I think a lot of our listeners are business owners or leaders and it’s really easy to maybe just come in and do the same thing. But you want to take a healthy perspective of are you allowing for your people to have a healthy life? Because healthy people build healthy companies. If your company makes people unhealthy, I would advocate that one. Is your company healthy and are they going to build a company that creates more healthy people?

Brandon Welch: 16:33
Yes, and it’s always going to catch up with you. So, you can work. You can work beyond the bandwidths of, you know, eight to five or whatever. That’s part of it. It’s part timing. Yeah, it’s also part how they get to come home feeling about themselves. Yes, it’s never going to be perfect. There’s always going to be ups and downs, but if you are trending and you make it a goal of leadership and Caleb is so brilliant at this- I’m so proud of what we have in our way.

Caleb Agee: 17:06
If you don’t Sabbath, Sabbath comes for you, oh yeah. So if you don’t make time to Sabbath, Sabbath comes for you and it shows up in the form of being sick in bed because you’ve overrun yourself.

Brandon Welch: 17:17
Now, Caleb, are you Bible thumping us right now?

Caleb Agee: 17:19
I’m not Bible thumping. This is reality. If you don’t rest, you’re going to have an anxiety attack. If you don’t slow down-.

Brandon Welch: 17:27
You’re going to get sick.

Caleb Agee: 17:28
You’re going to get sick If you don’t take care, feed your body, fuel it with healthy things, you will, God forbid, over a long term, get some sort of unhealthy-.

Brandon Welch: 17:37
Cancer, cancer or something like that. If you don’t provide space to water and nurture your marriage, you’re going to spend the time later in counseling or divorce court. Yep, or worse, I would argue than even divorce court is a house where you don’t know each other and live in unity.

Caleb Agee: 17:55
Yeah, so boom, bring that for your people.

Brandon Welch: 17:57
Yeah, hey, 12,. We could have made a whole episode there. Hey 12, the best ads bring smiles, fists or tears. Do not write your ads. If you have an ad that’s like, people are like, oh, I think that’s going to offend somebody, that’s probably the ad that you want to keep. Now. We’re not going to go in the dark areas, we’re not going to say stuff we shouldn’t say. We’re not going to alienate people.

Caleb Agee: 18:16
We’re not going to be mean. I’m being weird just for the sake of being weird.

Brandon Welch: 18:18
But if you’re like, oh, that’s a little annoying, probably the ad you need to keep, right Joey, right Mike, if you write an ad that’s a little bit edgy, probably the ad you need to keep. If you’ve got somebody saying, well, that’s just a little bit odd that you would say that that doesn’t sound like an ad, that doesn’t sound professional, that’s the one you need to keep. So smiles, fists or Average ads are like motel art, elevator music, just sitting there waiting to be ignorable, and the worst thing that could kill an ad campaign is ignorable ads. That’s in the episode how to write ads that everyone will listen to, along with tip number 13, which is make specific claims. So you don’t want to say while supplies last, you want to say we have 13, and when they’re gone, they’re gone.

Brandon Welch: 19:01
You don’t want to say starting at $5,000, you want to say we have 13 and when they’re gone, they’re gone. You don’t want to say, you know, starting at $5,000, you want to say we have exactly this many and it will cost you $4,894. Yes, specifics are more memorable than generalities.

Caleb Agee: 19:15
Yeah, and quantify. If you make a claim, quantify that as well as you can. Try to find a way to prove it Number 14. If you want to close more sales, ask your clients more questions. The question will never screw you the strongest tool in your tool belt as a salesman is questions.

Brandon Welch: 19:36
Two ears, one mouth. That’s right, number 15. No-transcript. But Google is constantly changing the landscape of the search engine result page. Namely, they’re putting like eight or nine paid positions above good old-fashioned organic. And so SEO is always a good thing to have and we do a lot of that around here. However, there are some new, unfortunately. There are some new paid spots you’re going to have to play in if you’re in any service category, because there’s two to three new ad spots. I say new as of the last couple of years they’ve kind of rolled out to all markets and they’re adding industries all the time.

Brandon Welch: 20:14
So if you used to be the estate planning attorney, that was number one on Google and you’re like, nah, I don’t have to pay anything for that. Well, now it’s like there’s eight or nine other things on the page that other people have to pay for and your competitors could disrupt you there. So just know that. That’s in the episode called why your Organic Website Traffic Is Down in 2024, number 16.

Caleb Agee: 20:31
Number 16, fill one glass at a time. That is actually one of the Core values, one of the core values of Frank and Maven. We say it every single week.

Caleb Agee: 20:41
If you employ an agency, if you have an agency on your side that’s doing, you know, media placement of any sort. Make sure they’re laser focused on doing a few things instead of um trying to put what what happens in the world is called the media mix right a little slice of the pie everywhere. No, do something really really well. Um, one of the biggest known names in our city, did one thing until his budget was probably a million dollars and then he did two things.

Caleb Agee: 21:13
Yes, and that is it. That’s all he’s done and it works, because he is the most well-known name in this city, probably.

Brandon Welch: 21:19
You do not have enough money to do all of the things. Well, Do one of them really well, One glass at a time. Overflowing will pay way more dividends than being half full.

Caleb Agee: 21:28
And don’t let your agency drag you into a bunch of different things.

Brandon Welch: 21:30
Shiny object syndrome is death. Alright, that’s in how to hold your digital ad agency accountable episode Number 17. Divergence is the key to earning attention in an ad. Divergence, you want to show something, somebody, something they expected and then immediately disrupt it. We want a big, serious roofer guy who becomes a cartoon. That’s divergent. Yeah Right, we want a super serious law firm to have old ladies laughing like the Golden Girls, right? Divergence Take what your category is known for and disrupt it, because disruption is attention, attention is action and all the things we want when we put money behind a message. That’s in the how to write words that stimulate and sell and it’s also how to measure the sorry. It’s also in five ads that are killing it and why. That’s in both those episodes we talked about.

Caleb Agee: 22:24
Yeah, number 18, you should call. Should call email and text if possible. Um, we already saw, said this, but your follow-up process needs to have all different kinds a process and um, we talked about that in seven ways to increase your appointment set rate. But then also are you ignoring half your customers, where we talked about introverts and extroverts?

Caleb Agee: 22:45
and make sure that you’ve allowed for a space for, you know, extrovert theoretically would want to pick up the phone and talk to you and introvert would maybe want to type out their response and thoughtfully yes, so make sure you allow for them to communicate with you the way they want to be communicated with, not the way you want to be communicated with yes, sir, number 18, you just said you want to be communicated.

Brandon Welch: 23:07
With? Yes, sir, number 18, you just said Number 19,. You get more customers today by flexing your ability to be better on price speed and hassle. Okay, what happens a lot of times is people go to market running an ad and saying buy now, call now, do all these things, and they’re doing that because they want the phones to ring and they want this abundance of customers rushing in. They’re doing that because they want the phones to ring and they want this abundance of customers rushing in. But the degree to which you are successful with that is the degree to which you are truly competitive or some sort of competitive advantage on price speed or hassle. So, if you want to write a today customer ad and get those people in, two thumbs up, but make sure you are ready to compete in that area.

Caleb Agee: 23:48
Yeah.

Brandon Welch: 23:49
Don’t try to be the. We’ve been in business 25 years and we believe in relationships. If you’re trying to get people to buy now because the people who are buying now don’t really care about that, unless they’ve already been building their relationship with you over time. So you want price, speed or hassle, or all three, if you can, in your today offers.

Caleb Agee: 24:07
Along with that, that’s from the episodes how to Get More Customers Today and how to Cash In on your Brand’s Equity In those same two episodes and I’ll advocate a little bit last week when we talked about media selection the longer you do today marketing, the harder it is. Should I redo that?

Brandon Welch: 24:27
No, go for it. Cut this out this out.

Caleb Agee: 24:28
You know what we?

Brandon Welch: 24:29
can leave the. We can leave the imperfections in there. That was my wife texting me, okay, well, that’s good let’s go.

Caleb Agee: 24:34
The longer you do today marketing, the harder it is when you uh, we talked about that 60 40 split last week, yeah, um, or 70, 30, if you’re, if you’re really mature, the longer you trend higher on the today side of things, the instant gratification if that is the larger chunk of your budget and your mindset you will plateau. You will plateau and you’ll get on the struggle bus pretty quick until you start thinking more long-term than short-term. Short-term has its place, but it’s not the bulk.

Brandon Welch: 25:07
So put more substance and personality and long-term relationship building in your ads over just doing offers constantly. Number 21, tv and radio audiences broadcast. We call that broadly casting your message on radio waves and TV waves are still the cheapest way to reach large groups of people in most categories and in most markets. Yes, in 2025, I’m saying as a millennial, as a cord cutter, as a YouTube, apple, hulu and Peacock subscriber. I am still saying that the largest audiences. I am still saying that the largest audiences.

Brandon Welch: 25:47
If you want to reach massive groups of people at one time today that is still done most efficiently on TV and radio. We’re in a season where that’s going to change. It’s going to get more expensive for everybody. Reaching large groups of people is becoming harder and harder, but there’s still a gold mine in those audiences, especially if you’re wanting to sell to baby boomers or people who are semi-retired, and that is from the episode Don’t Buy TV and Radio Ads Until you Listen to this. The ultimate leveling comparison if you want to say is TV really better than what I could be doing over here on YouTube or Facebook? Is CPM your cost per reaching 1,000 people or?

Brandon Welch: 26:31
your ad being seen 1,000 times Also in that episode. Don’t buy TV and radio ads until you listen to this. It’s not just reaching people, it’s how often you reach them. Very, very, very, very few people, comparatively, are in the market for your product right now. Your best hope when we go, ah, I need a new refrigerator, or ah, I need new tires. Oh, I need a new roof.

Brandon Welch: 26:58
The first thing we do psychologically is we consult our own memory and experience Five seconds later, when that produces nothing, then we go to search engines. Okay, but the zero moment of truth is oh, have I heard of this before, or do I have somebody that fits this category? And your goal as a company is to be the one that comes to mind first before they ever have to go to the stupid search engine. That’s right. So they’re typing your name in, and to do that you have to have frequency. You have to have frequency To do that. You have to have frequency, caleb, you have to have frequency To do that. You have to have frequency, caleb. You have to have frequency for that recall factor to happen, and with the same people. So when you’re buying TV and radio or, frankly, any advertising, focus on smaller audiences, but more times if you want to become that recalled factor, unless you’re selling something that’s like a really transactional you know it’s raining and you got umbrellas for sale or tourism.

Caleb Agee: 27:52
People make last minute decisions a lot while they’re out on a trip, something like that. Um, number 23 organic social reach. We’re talking about posting on your profile page. Whatever you know, it’s different for each platform. It can organic social posting can replace your ad budget, but it is rare and must you must, be extremely remarkable. So we talked about uh, we actually had a question. That was you know what’s the value of my organic posting and this company’s producing? I think for a three month period they posted once a day an awesome video every single day and they were getting millions of views, which is amazing.

Caleb Agee: 28:27
I’m going to guess that most people don’t have the content, the spokesperson or the energy to be able to get millions of views, but in that rare circumstance it equated to that. They were even with some of the costs they had in labor.

Brandon Welch: 28:45
They were spending about the same. They were spending $150,000 a year on the salaries, the equipment, the space, all of the stuff on content creation. But they were getting more than that by a lot out of the views and organic reach they were getting.

Brandon Welch: 29:01
That’s not true for most of you, because you’re not willing to spend that time, effort and money. But there’s no such thing as a free lunch. Because you’re not willing to spend that time, effort and money, but there’s no such thing as a free lunch. You’re not just going to, unless you’re like, unless your time has come and you’re the influencer the world has been waiting for, because you look a little better or you’re a little more interesting, and that’s just. The stars align. That happens. That happens to some TikTok teeny boppers right, that happens. That happens to some TikTok teeny boppers right, that happens sometimes. But the degree to which you are remarkable is the degree to which your organic content can surpass other dollars spent.

Caleb Agee: 29:38
Yeah.

Brandon Welch: 29:38
So don’t be lame.

Caleb Agee: 29:40
Yeah, that’s good, you take number 24.

Brandon Welch: 29:43
Yep Number 24. Half the population prefers verbal communication. Half the population prefers written communication. If you want your best shot at growth, be great at both styles. Don’t just be the jaw-flapping, extroverted salesperson. Be the well-buttoned up company that is willing to send people details and give them peace of mind in an email, because that’s the other half of humanity. It’s literally 50-50. According to the MBTI, the largest database of personalities that exist in the world, it says half of humanity wants to talk it out. Half of humanity wants to gather the details and then move forward. So be good at both. And that’s from the episode. Are you Ignoring Half your Customers?

Caleb Agee: 30:30
Yeah, number 25, and this is our final one. We’ll do it together. Keep showing up. The secret to becoming an overnight success is commitment.

Brandon Welch: 30:45
Yes.

Caleb Agee: 30:45
I’m putting overnight success in air quotes.

Brandon Welch: 30:47
Yes, it will feel like that after about eight years yeah.

Caleb Agee: 30:52
I think when we look around we see all those overnight successes. And that’s the danger is we can’t. We got to have a healthy set of blinders on.

Brandon Welch: 31:01
Yes.

Caleb Agee: 31:02
Stay in our lane and run that horse race like we should, but when we’re looking around at those overnight successes, I promise you commitment was in their recipe for success.

Brandon Welch: 31:14
I got to meet a really influential author one time and somebody wrote a book that was really powerful for my wife and I and she said I was like, how did you get a bestseller out of the gate? That’s what everybody wants to know from her. And she’s like you have no idea, she goes. I wrote eight books that went absolutely flat. They sucked. You’ve never heard of them, you probably can’t find them, but I wrote eight books and I published them. I put them out there and then this one book was like world famous.

Caleb Agee: 31:51
Yeah.

Brandon Welch: 31:52
So that is commitment changes everything. What are we doing here? Commitment, we’re showing up. We’re showing up. We’re showing up for you. We are practicing what we preach, because I’ll just speak to a podcast when you’re early on, you might get a dozen views and 11 of them are your mom.

Brandon Welch: 32:12
And so when you write a book, sometimes that happens. It doesn’t get that much steam. When you run an ad, I guarantee you first time you run it it’s not going to feel that way or it’s not going to feel like it’s an overnight success. But you like the best relationships in humanity, the strongest bonds, the people who go to bat for each other, the people that show up to do business with each other in the healthiest of ways and the most productive and profitable ways. That always, always, always comes from trust, and trust only comes from, like, repeated experiences. And so, just from a mathematical level, the degree to which you are consistent and encouraging and attractive and otherwise interesting and motivating in somebody’s life over and over and over again, is the degree to which you win. And outside of the cool, really cool factor, that just feels good. It just feels good to be a loyal, consistent partner, and this is true for your relationships with your team. You show up for them.

Brandon Welch: 33:20
This is true for home. This is true for the strongest of marriages and friendships. This is true for the strongest of parent relationships. This is true for the strongest of marriages and friendships. This is true for the strongest of parent relationships. This is true for the strongest of leaders of any kind, and it’s very, very, very true for your marketing and your company. Keep showing up for your people, keep bringing them the good news, keep being patient and saying here today, here, tomorrow, here, when you need us, and you will grow and you will be prosperous and you will have all of the things that we all want. And that is why we will be back here every Monday 52 times, 52 times.

Caleb Agee: 33:53
Bring it on.

Brandon Welch: 33:53
Yes, we haven’t missed one in a year and seven months, or something like that. Yeah, something like that. So we’ll be back here every Monday answering your real life marketing questions, sharing all that we know about growing companies because marketers who?

Caleb Agee: 34:09
who cannot teach you why? Are just a fancy lie.

Brandon Welch: 34:10
Happy New Year and have a great week.