But What if I’m Selling B2B?

Caleb Agee: 0:00
You can’t skip the steps that you have to have, but you need to be willing. We, over the phone or over email would be no problem Give a range of our fees to, if somebody asked for it.

Brandon Welch: 0:10
Yeah, you don’t want to go. Well, it kind of depends. And well, let’s get you in here and talk about it. It’s like no, if they ask that question, give them a range If that makes you more comfortable, or if you’ve got a price, just name the dang price. Welcome to the Maven Marketing Podcast. Today is Maven Monday. I’m your host, brandon Welch, and I’m joined by Caleb. How are you cooking your turkey Agee?

Caleb Agee: 0:32
You know I don’t cook the turkey for our family dinner, but my father-in-law brines it and then bakes it.

Brandon Welch: 0:46
So get the brining bucket out, yeah, and I feel like you’re getting to that part of life where you’re going to have to take that.

Caleb Agee: 0:52
You know we didn’t move away from family and I think it’d be a while before we can host. That’s the struggle.

Brandon Welch: 1:02
Well, you don’t have to host, but you can take the turkey, unless he’s just like I think I’m okay. Okay, I think I’m all right with it. He’s all right.

Caleb Agee: 1:06
I might take the ham sometime soon, okay.

Brandon Welch: 1:08
That would be good. It’s a winner. Stop by Ham, bake Ham.

Caleb Agee: 1:10
Winner, winner ham dinner.

Brandon Welch: 1:11
Hey, happy Thanksgiving. This is the place where we help you eliminate waste in advertising, grow your business and achieve the big dream. Really good questions from our buddy, Raj in North Carolina. Yes, and they are centered around selling B2B. We talk a lot about small businesses selling to consumers, whether it’s legal services or medical or home improvement or whatever your small business does, and a lot of our principles and our I should say, a lot of our tactics that we offer here are really based in that mindset. Yeah, but the principles that we use and the principles that pulled the Maven Marketing podcast together and the Maven Marketer book, and all the principles we’ve used to grow these companies over the years we actually work with quite a few B2B companies.

Caleb Agee: 1:57
Yeah, and they do work, they do work. Raj is actually in local media sales, oh yeah. So hey to all of our media salespeople out there as well. Word to your media rep, but all of his clients would be actually local businesses, and so that’s how he found this podcast, and he’s been an avid subscriber for some months now, which is awesome, and he sent us a couple questions.

Brandon Welch: 2:21
And we want to knock them out today.

Brandon Welch: 2:24
So quick little thing. This podcast is all about improving the lives for small business owners and small business salespeople and anybody involved in growing a small business. That is our heart. That’s why we do this. You’ve never heard us ask for money or have some big pitch or anything like that. It’s because this is the side of Frank and Maven that is making the business world a better place. And so, guys like Raj, there are people trying to sell you marketing services right now and they are representing their product and I’m sure they’re doing it well, but you want to find somebody who is a student of marketing If you were thinking about investing in advertising.

Brandon Welch: 3:02
If you’re thinking about investing in anything to grow your business, find somebody who I love. Dave Ramsey says this has a heart of a teacher and a heart of a student, somebody who’s always learning. Instead of just trying to figure out how to sell you the product better, they’re really, really breaking down why it’s making it, why it’s going to work or not work for you.

Caleb Agee: 3:21
That’d be a really powerful question.

Brandon Welch: 3:28
If somebody’s selling you media or advertising.

Caleb Agee: 3:29
What have you learned lately? What are you studying right now that excites you? Yeah, and that’ll be telling their answer right there will be telling whether or not they’re growing as a marketer or just staying the same, or they’re just a salesperson deep down, man.

Brandon Welch: 3:39
that’s the leveling question.

Caleb Agee: 3:41
Yeah, all right, and.

Brandon Welch: 3:43
Raj is studying to make you better, so thank you, Raj.

Caleb Agee: 3:46
Thank you, Raj’s first question. All right, his first question. He said he was referring to last, not last week’s episode Now two weeks ago when we were talking about marketing to introverts and extroverts, and the title of that episode if you want to go look it up is are you ignoring half of customers? He said this episode was more focused on the face-to-face sales process for different personalities, specifically introverts, extroverts.

Brandon Welch: 4:13
We talked a lot about that.

Caleb Agee: 4:15
Here’s the question should I develop my sales assets and processes to include all personalities or should I create modular assets and processes, processes? I got this, I can do it, you can do it. Should I create modular assets and processes and use them as needed for each personality?

Brandon Welch: 4:35
Great question.

Caleb Agee: 4:36
Yeah.

Brandon Welch: 4:37
Great question. So it’s like um.

Caleb Agee: 4:39
Do you account for all or do you make two different sets, two different systems?

Brandon Welch: 4:41
Yeah, or do you make two different sets, two different systems? Yeah, so my first thought on this is that you do both until you figure out what you’re dealing with. That’s good. Yeah, those episodes were the last. Two episodes were about aligning your communication and your strategies to be with the preference of whomever you’re dealing with.

Brandon Welch: 5:05
So, call, like if we’re thinking top funnel website and like just initial hand raising. Like you’ve got to have a really attractive call now button, talk to a real professional. We have a client that actually in B2B we say talk to a real person in seven seconds. Funny enough, we just applied this logic to this client I’m talking about. They’re really really good on the phone, like they’ve got an excellent, like probably the best Disney level customer service I’ve ever heard of. Yeah and sure enough. Like in an industry where it’s phone trees and like you know getting stuck in a ticket queue, Support tickets and like emailing and only talking to, like overseas developers to fix your problem.

Brandon Welch: 5:42
They’re the ones that take you know this service, that they do, and you can literally talk to somebody right now. Yeah, in the payroll we just mentioned them.

Caleb Agee: 5:52
A plus payroll. Hey guys, yeah, what’s up?

Brandon Welch: 5:53
Brian and Paul. What’s up, paul and Brian? So they’re really good at that and they’re also really good at the electronic communication. But something we just did for them is we were, we were like you know what, what can we do to level it up for the people who are not ready to talk, like that’s not attractive to them? They already had some good chat functions and things like that, but we’re really dialing in their contact form. So what you want to do for introverts, until you figure out what you’re dealing with, is have not just a contact us, not just a contact us, not just a, you know. Submit your information like a really well thought out, like what brings you here today? Drop down, yes, what problem are you trying to solve? Maybe, if it’s B2B, give them some options about. Describe best the phase of your business. What services are you most interested in?

Brandon Welch: 6:42
Yeah, like more of a detailed consult? Yes, in text form.

Caleb Agee: 6:46
In the case of this website specifically, the primary call to action right now has been schedule a demo. Well, for an extrovert, they love the demo because they get the live chance to ask any question. They get on the fly right. An introvert may want to watch a video at their leisure and email you any questions they have after that, and so they took this episode we’re referring to and started thinking about how do we change that early part of our sales process, our marketing process, to help speak to everybody appropriately.

Brandon Welch: 7:17
So I, just I I hit what I think is Raj’s website, myproximityadscom. Great little website, good job. Love the colors, love the clarity and the simplicity of the design. But you’ve got a button that says schedule a consultation, or I think it says free consultation, and it takes you to schedule a call, and I don’t know what your availability is like. But that’s an introvert. Move right there Like an introvert wants to look at their calendar. They want to come prepared. They don’t want a quick, you know, shoot fire aim.

Brandon Welch: 7:48
They want to know what they’re getting into, and so I’m not sure what’s out on the other side of this call scheduler, but he’s basically got a. You know what do you call?

Caleb Agee: 7:58
it A calendly, like a calendly kind of thing.

Brandon Welch: 7:59
Yeah, and there’s a certain person that loves this. Okay, all the better is for the same person If you say, great, here’s what you could expect for our call, here’s what you should bring, like give the bullet points and so that that’s where you’re, you’re already like making those breadcrumbs, that, that sweet candy, that the introverts love to find.

Caleb Agee: 8:19
Yes.

Brandon Welch: 8:20
But I’m just going to tell you I’m never doing this. This is like my goodness, I don’t even know what I’m going to be thinking next Friday or whatever. So I’m not that well. Thankfully I have a Riley. I have a Riley. Okay, riley is wonderful and she keeps me from being a fool like that. But for me, for the extroverts, for the guys who are ready to like, who heard all about you and they’re ready to just jump in and talk about it, dude, you need a big call button and you do have a phone number at the bottom and that’s fine. But like a free consultation is made. Do you want to talk to somebody? Yeah. Or would you like to schedule a call? Yes, there’s your best split Equal play, yes, equal play, yes. And chances are high when somebody goes to the call schedule, you’ve got an introvert on your hands. But you’ll know for sure if they give you a well thought out response in that initial part. So when you know what you’re dealing with, that’s when you start pivoting.

Brandon Welch: 9:19
Yeah, but have both skill sets and both assets, as Raj mentioned here at bay and understood, and kind of down pat.

Caleb Agee: 9:28
Yeah, if you detect they’re an introvert, probably from a well thought through email and all of that. Raj, I’m actually going to guess that you’re an introvert based on the way you’ve articulated the emails that you’ve sent us. So maybe, maybe not, I’m just guessing.

Caleb Agee: 9:52
Even by your website, the fact that you leaned Introvert preferencing yeah just introvert preferencing, which is unusual because you’re in the sales world and oftentimes the tendency is more extrovert preferencing and it actually is harder for those salespeople to bend towards an introvert. You might have the opposite case, which means you need to be able to grab the phone, pick it up and call anytime, but if you have an introvert you want to make sure you’re willing to give them to answer pretty much every single question on the phone. That might be possible, I would say, within within reason. There there are probably non-negotiables in your, in your process. So what’s?

Brandon Welch: 10:33
this going to cost me.

Caleb Agee: 10:34
Yeah, that’s a good one.

Brandon Welch: 10:36
Um, what should your very next answer be?

Caleb Agee: 10:39
The price.

Brandon Welch: 10:39
Yeah, what’s it going to cost you? Yeah, a range at least A range at least I was.

Caleb Agee: 10:43
I’m thinking about our process. Um, the reality is we have to talk to somebody before cause we’re B, we’re in B2B. Um, we have to talk to somebody before they will become a client. There’s no complete digital option um to become a Frank and Maven client. Because of the relationship we have to build long-term for our, our clients.

Brandon Welch: 11:04
Highly consultative it’s very highly consultative.

Caleb Agee: 11:06
We have to make sure it’s a good fit and it’s a long-term partnership, and so you can’t skip the steps that you have to have, but you need to be willing. We, over the phone or over email, would be no problem to give a range of our fees, just if somebody asked for it, and so that’s something to keep in mind.

Brandon Welch: 11:27
Yeah, you don’t want to go. Well, it kind of depends. And well, let’s get you in here and talk about it. It’s like no, if they ask that question, give them a range if that makes you more comfortable, or if you’ve got a price, just name the dang price. Yeah, if it’s fixed, and now you can immediately follow it up with, and what that gets you is, you know, it’s $50,000 if that’s the price, or $100,000 or whatever, and with that you get right and let’s say it’s bullet points.

Brandon Welch: 11:52
So great question, Raj. Just know what you’re dealing with. Get skilled in each one of those. And somebody called us out on it. Thank you, whoever called us out. We didn’t put the link last week on the book or to this book, but Nate’s going to do it right now and he’s going to go fix the last episode right now. It’s called the Art of Speed Reading People. Raj is going to get a copy of this. Good job, Raj. Thank you for sending the question.

Caleb Agee: 12:14
Yes.

Brandon Welch: 12:15
And one of the best books I’ve read. It’s got literal cheat sheets about. If you see this, it’s probably this person, and be a nice person and talk to them this way we didn’t cover just real quick, extrovert preferencing people.

Caleb Agee: 12:28
Extrovert preferencing people. Okay, we would want to make sure you’re willing to drive to them, right? Yeah, raj, you’re in, uh, north carolina. Um, by the way, if you need some advertising and you’re in the charlotte area, look at everybody raj um hey, so um be willing to drive over over across town, meet them in their lobby, talk to them, shake their hand, look them in the eye, talk, let them ask you all the questions. Um intercept them at a networking event, bring coffee when you drop by Always a winning move.

Brandon Welch: 12:58
Always yeah. Yeah, I got a lifelong friend that way one time.

Caleb Agee: 13:02
Yeah, yeah, yeah, or Andy’s is the local frozen custard.

Brandon Welch: 13:07
That’s a good one. No-transcript. Intercept them in a networking event, dude. Stalk them on social. Figure out where they like to.

Brandon Welch: 13:19
I mean don’t not like not like run into them at a restaurant, but you know if they’re in the chamber, make sure you show up at the chamber if they’re in, you know you know, Rotary or something like that. Maybe try to get invited to a Rotary event or you know, find the causes that they like to support and maybe support that cause, go to an event if there’s a fundraiser thing or something like that. All tactics that I used when I was in media sales. Did you know I was in media sales.

Caleb Agee: 13:44
I’ve heard that once or twice Read in a book once.

Brandon Welch: 13:46
I tried to sell Caleb some media one time and that’s why he’s here.

Caleb Agee: 13:49
He got me Turns out Sold me a lot more than that. Yeah, I did.

Brandon Welch: 13:54
Sucker head sucker, all right. So, and then you know the things you do with extroverts is you talk about those, talk about the weather, talk about the Panthers game or whatever. So yeah, bottom line, know what each type looks like, adapt to their communication style preference, as soon as you know yes if you missed that episode. None of that made sense, but please go back. That’s one of my favorite episodes, maybe ever, but definitely this year. Yeah, are you ignoring half your customers?

Caleb Agee: 14:20
That’s a good one.

Brandon Welch: 14:21
Yeah, that was actually prompted by a different media rep who said total side note. He’s like why would I ever run any type of Google ad except for call now? Because people just I can get them on the phone. I can get them on the phone and I’m like well, well, that works eight to five, for exactly 50.1 of the population.

Caleb Agee: 14:43
So anyway, yeah, that’s a quick. Other anecdote um, a magazine sales rep called our office for megan who places um, she’s the you know traditional media consultant for most of our clients. Um, they said, hey, I’m starting a new magazine, I want to talk about advertising. He’s the traditional media consultant for most of our clients. They said, hey, I’m starting a new magazine, I want to talk about advertising opportunities. Is Megan available? She was in a meeting. Riley at our front desk said no, she’s in a meeting. Can I take a message or give you her email address so that you can reach out? And he said no, I’ll call back so I can get her on the phone. Basically, and that is an extrovert- press preferencing sales.

Brandon Welch: 15:20
He’s either very wise and listened to last week’s episode and knew he was dealing with an extrovert because he saw megan’s you know extroversion yes, in the wild she is an extrovert.

Caleb Agee: 15:29
That will be a better situation yeah, she’s a hardcore extrovert.

Brandon Welch: 15:34
That would be. That will work out better for him, I promise yes, or he was an extrovert and just didn’t care probably more likely, probably more.

Caleb Agee: 15:42
The second option most extrovert, preferencing sales people like to control the narrative, control the conversation, the presentation, and that is good to a level. But you can control how well your email sounds guess what?

Brandon Welch: 15:55
your gatekeepers? High likelihood they’re introverts. Because they’re gatekeepers, because they like being at the gate, they like being inside.

Caleb Agee: 16:03
I’ll tell you. I heard about it, so that tells you something. Riley was kind of like that was weird. Why wouldn’t he leave a message? Why wouldn’t he even tell me anything about himself?

Brandon Welch: 16:14
He wouldn’t even leave a callback number Because let’s just say he didn’t know. And I bet he doesn’t know, because if he knew Megan he would already have called her directly. A better move there side lesson would have been to say cool, riley, thank you so much. Tell you what I’m going to do. I’m going to send you an email with a detailed idea of what I’d like to talk to Megan about and he’s covering his basis right. In the event that Megan and Riley are both introverts and he knows how to write, or at least he can use chat GPT to come up, with something, help him write an email.

Brandon Welch: 16:44
I mean all the better if he’s a persuasive writer. But you could chat with cheat GPT See what I did there.

Caleb Agee: 16:51
I like it Cheat.

Brandon Welch: 16:53
GPT, that’s a new one and then he would also have put in his CRM or his note or whatever. Call back in two days. He would have covered his bases until he knew, he would have called and fished with that bait and he would have, you know, done the email thing. Both Do both until you know.

Caleb Agee: 17:12
Yes, cool, that’s powerful. And gatekeepers Important to keep in mind because they do flavor your message.

Brandon Welch: 17:20
Sure, they do a hundred percent.

Caleb Agee: 17:21
They flavor your message.

Brandon Welch: 17:23
Whole episode coming up on that. Uh, the inside champion is the most valuable player in the in that sales equation.

Caleb Agee: 17:30
Okay, all right, cool. Second question from Raj Um, this one’s a little bit longer, so hang on, here we go, we’re gonna set it up in your book. The Ma um, this one’s a little bit longer, so hang on, here we go, we’re gonna set it up in your book. The maven market, the maven marketer. Here it is, boom bing, nate. Wait, hold on bing. There it is, it just showed up sound effect you got the yeah with a link to amazon that’s.

Caleb Agee: 17:48
That’s what you forgot to do last time. You forgot the sound effect. In your book, you emphasize the importance of building genuine connections with the local community by creating messages that evoke emotions, whether it’s smiles, cheers or even tears. You highlight that when we forge these meaningful relationships, people are more likely to turn to us when they need a solution or at least give us a chance. He is describing tomorrow marketing right here. Yes, he is. Another marketing perspective suggests focusing on delivering value to a broader audience. Still sounds like tomorrow marketing to me capturing signals from them and nurturing these relationships over time to eventually convert them into customers. This approach often involves creating content like tip sheets, white papers, case studies and surveys to attract and engage potential customers, nurturing them until they’re ready to make a purchase. I’d love to hear your thoughts on this approach. Where do you see it fitting into the broader landscape of customer types, especially in terms of today and tomorrow customers?

Brandon Welch: 18:47
Okay, this is really two questions and they’re really good questions. One is essentially he’s asking how do you do tomorrow marketing for b2b? Yeah, and he’s saying I, you know, he’s aware of the strategies, and b2b is like make, make these white papers, case studies and surveys and raj, you’re already doing it, because that is tomorrow marketing yes um review of tomorrow.

Brandon Welch: 19:16
Marketing every uh. All three types of customers have a different strategy, message and media component. Okay, so the strategy for tomorrow is all about building commitment, standing for a certain quality and building that relationship. So promising commitment, standing for a certain quality of the way you do things and getting a relationship built with that person. That’s right for certain quality of the way you do things and getting a relationship built with that person.

Brandon Welch: 19:37
That’s right. And one or multiple of those angles has to be involved in your approach. So you’re not point being versus a today customer where you’re saying I’ve got it for this price, I’ll deliver it this fast and I’m going to remove all the friction for you saying yes, right now, so you can do it right now. Yeah, that’s price speed and hassle.

Caleb Agee: 19:57
Yep.

Brandon Welch: 19:58
Tomorrow friction for you saying yes right now. So you can do it right now.

Caleb Agee: 20:00
Yeah, that’s price, speed and hassle.

Brandon Welch: 20:00
Yep, tomorrow is like, hey, I’m all right if we’re not buying today. Yeah, let’s talk, let’s be friends, let me add value to your life, usually via something interesting or entertaining, that’s right which leads to the smiles, fists, tears he was talking about, but building quality and commitment in relationships and B2B. There’s not really often a media that is just specifically meant for one industry or specifically meant for business owners. If there is, it’s usually in some print or periodical digital form. Yeah, I could argue, you could place ads in some sort of digital targeting on LinkedIn and maybe follow them around a certain way, but you’d be getting into some really high CPM media.

Brandon Welch: 20:45
Yeah, high cost, so an alternate method. When we talk about media for tomorrow customers, we want to reach the largest group of people we can daily. And we say daily, just as often as you can, and that’s frequency, because the key to building a tomorrow relationship is A having a mentality or a strategy that is like, hey, I’m not begging for the sale right now, I’m just going to build a relationship with you.

Brandon Welch: 21:11
Yes, I’m going to demonstrate my quality and my commitment to you. B I’m going to show up to you very, very often, just like good friends are built, so that one day when you B, I’m going to show up to you very, very often, just like good friends are built, so that one day, when you need me, you’re going to think of me first. I’m going to add value to your life.

Brandon Welch: 21:24
And so these, if you’re in B2B, these you know putting out tip sheets, white papers, case studies, surveys, like Even some of your blogs can be in this way.

Caleb Agee: 21:35
People subscribing to your blogs and podcasts, stuff like that. I don’t know who would do that, but um yeah, yeah, who would do that?

Brandon Welch: 21:43
Yeah, um, yeah, 13,000 of you. Thank you so much. Um so practically.

Caleb Agee: 21:48
I want to just kind of, maybe more practically what he’s describing is on I’m on Roger’s website and it’s it’ll say um Raj’s website and it’s it’ll say um download our guide for um how to properly place or how to not waste money on billboard advertising or something like that on outdoor, how indoor advertising compares to outdoor billboards.

Brandon Welch: 22:10
Maybe. But what if I’m selling B2B? Maybe that would.

Caleb Agee: 22:12
Yeah, so he has a guide I put in my email address. It emails me that guide. Now Raj has my email address as I’ve leaned in that I am somehow in his space. I’ve raised my hand and I’m a tomorrow customer by nature. Right there, it is his job. Not only has he already added value because I’ve got the white paper or the case study or whatever that thing is, but it’s also his job to nurture me and to create that frequency that we talked about, where he continues to bond and build quality and relationship with me.

Brandon Welch: 22:43
Yeah and yeah exactly.

Brandon Welch: 22:45
Raj is making himself, in that case, the most known, liked and trusted expert in billboard advertising if that’s his example, and so he’s going to get you in that email list and hopefully he gets a lot of people in that email list and hopefully he gets a lot of people in that email list and that becomes his media, that becomes the largest group of people he can, you know, reach daily, because it would be actually maybe impossible to do that in a publication or a media channel, or or just very, very expensive to do so especially with that amount of targeting, yes, with that amount of like specifics.

Brandon Welch: 23:13
I’m going to guess there’s a really specific person raj wants to talk to, so he’s gonna. He’s gonna build his own media by attracting them with these things. But the principles are the same. Yes, we’re talking to a large group of people, we’re adding value to their lives. As often as we can, we’re being entertaining and we’re not going straight for the jugular saying buy billboards today. We’re saying the five most successful billboards of all time. I would read that, yeah, should I do digital or print billboards? And I’m just making up stuff.

Caleb Agee: 23:41
What he put on his billboard might surprise you.

Brandon Welch: 23:44
Yes, the city almost made him take this billboard down right. I would open that email.

Caleb Agee: 23:50
Oh yeah.

Brandon Welch: 23:50
So Raj is building value and everybody opening that is interested and curious. And they’re not buying billboards today, but someday when they go I should put a billboard up. They’re calling this guy right, that’s right. So that’s the strategy side of it. It’s the same thing. Your tomorrow media is this list you’re building and nurturing, as you said Tomorrow customers is always about nurturing yes, Same thing. Same, different buzz is always about nurturing yes, Same thing. Same different buzzwords same thing.

Caleb Agee: 24:20
Yeah.

Brandon Welch: 24:20
Now you asked about smiles, fists, tears. I’ll argue that not argue, I’ll just, I think, state factually like we pay attention to things that are not predictable. So Roy Williams uses the example of dog bites. Mailman is not a worthy news article, or? Subject line, but a mailman biting a dog yeah, I’ll read that every day.

Caleb Agee: 24:43
Oh yeah.

Brandon Welch: 24:43
So your smiles, fists, tears in these white papers? Yeah, sure you could put out you know eight statistics you need to know about billboard advertising.

Caleb Agee: 24:53
Yeah.

Brandon Welch: 24:54
Some people will read it if they’re looking for that, but those examples we just said a second ago, you know the city almost made him take this one down, yeah, or the color that will get your ads noticed, no matter what, like just making stuff up. But these are little smiles, fists, tears, things and, for the business world, highlighting an opportunity, that’s the smile. A problem is the fist, like Big Bad Wolf, right. Or a cautionary tale is the tears or the sad thing.

Caleb Agee: 25:23
Yeah.

Brandon Welch: 25:24
You’re using the same principles and when we talk about smiles, fists, tears in the Maven Marketer, all we’re saying is make them laugh, cry or get angry about something. Those are the most three dependable emotions to bond your message to long-term recall. Yeah, dependable emotions to bond your message to long-term recall. Yeah, you can get that blood flowing if you can get somebody stirred about something, and there’s a lot of creative tactics to do that, nate the camera guy and Carter the camera guy are masters at that, but you just want to don’t put out the boring white paper.

Brandon Welch: 25:56
Yes, I have no less than 500 of them in my downloads that have never been read. Yeah, or they’ve been skimmed, but they didn’t. I don’t even remember who I got them from. Make it purple or make it polka dot or make it, you know, inflamed with some sort of emotion. Yeah and yeah, go ahead.

Caleb Agee: 26:18
That’s and that’s that emotional you said it creating messages that evoke emotions. You said that right at the top. And I think the danger when we go into this like case study white paper, it sounds very logistical. Yes, referencing last week, thinkers, feelers it sounds very logistical. Yes, referencing last week thinkers, feelers it sounds very logistical. The truth in tomorrow marketing is that it has to have an emotional, a feeler kind of pull, because that is what bonds you to a person.

Brandon Welch: 26:43
It is emotional feelings or bonds you to a business and curiosity is an emotion. Yeah, Just being interesting and well-spoken in your industry or your vertical that you’re somebody is naturally interested in, that’s good. Like expert material is somewhat emotional because it satisfies a curiosity thing, but all the better if you make it, if you just make it somehow sizzle with something that’s like dang, that makes me smile or makes me go. You know those stupid people.

Caleb Agee: 27:16
And I’ll say don’t be afraid to. I think what we’re trying to say is don’t be afraid to break the rules of what everybody else would expect you to do right now. Yes, that’s the biggest principle there With these kinds of things. If you’re like, download our tip sheet yeah, Wrong, that’s not going to there With these kinds of things. If you’re like, download our tip sheet. Yeah Wrong, that’s not going to be it.

Brandon Welch: 27:35
Forgettable. It may be accurate, but it’s forgettable.

Caleb Agee: 27:39
I saw that on four other websites this week. Theoretically, and that was just, the bar is so low at that point, and so if you can shock me I don’t I’m trying to think of a of a fun way to do that, but if you can shock, me, don’t say five tips for buying insert products.

Brandon Welch: 28:00
Say how to not get ripped off, yeah, like, or don’t get ripped off like Sandra.

Caleb Agee: 28:07
Yeah, I was going to say, I was going to say she lost $20,000 by wasting her money on this billboard. If I was on a billboard company’s website, I’d be like what’s that? Tell me, like exactly how, how did yeah?

Brandon Welch: 28:20
So we, we have a just like 20 minutes ago, or however long this episode is in. 20 minutes ago I wrote a line of copy that was don’t get raked over the coals, yeah For for a product for a client. Copy that was don’t get raked over the coals, yeah For a product for a client. And it was like that burns a little bit, Everybody else would be saying you know you can get a best deal guarantee and I was like no, that sucks, don’t get raked over the coals.

Caleb Agee: 28:40
It’s evocative. It’s evocative.

Brandon Welch: 28:43
You feel it. Hey, nobody else has. So that’s the smiles, fists, tears. That’s more of a copywriting style and an audacity and a courage to not be boring. Raj, don’t be boring. Yes, I know you won’t be Predictability will kill the ad, it will kill the white paper, it’ll kill the tip sheet, it’ll kill your website copy.

Caleb Agee: 29:05
Don’t be predictable. Number one thing you can do look for a really powerful thing. That’s things like 10 years of experience and we’ve got locations all over the city.

Brandon Welch: 29:15
You’ll be sure to be happy with. So just look for things that sound like ads.

Caleb Agee: 29:19
But then the second thing you can do really easily send it to somebody else that is just totally outside your industry and say hey, does this sound like an ad? And if they say, yes, you got some work to do.

Brandon Welch: 29:31
You know where he could send it, Maven Monday frankenmavencom oh my goodness, all right, okay, last little thing.

Brandon Welch: 29:39
If there was one thing I would do better in the Maven Marketer, if I release a second edition of this, I will put a. There’s like a paragraph that talks about this, but I would talk about it stronger Because it’s not always obvious. There’s a moment where your tomorrow customer shifts into a today customer. Okay, everything you do in tomorrow mode was just to get them to choose you when that moment happens. Okay, yeah. And so Raj is probably looking at this going oh well, you talk about this tomorrow media and all this stuff. Well, you’re doing a tomorrow media. The principle with all these things is tomorrow media and that I almost called it nutrition, but it’s.

Caleb Agee: 30:21
Nurturing, nurturing.

Brandon Welch: 30:22
Thank you, you got it. Nutrition that nurturing you’re doing is just maybe inching them closer. It’s definitely making them closer to you. There’s a moment they’re going to go okay, I’m buying today. You’re the one that pops in their mind first. They feel good about you. Yes, they have good thoughts about you. They’re like that. They’ve already long determined you’re their guy. You’re just waiting for that moment in time and maybe with your nurturing, you’re getting them there faster than they would have because you’re giving them confidence to act faster than they would have gone and explored that information on their own. So great, great questions.

Brandon Welch: 30:54
If you’re in B2B, you absolutely have to have a tomorrow marketing strategy and a today marketing strategy and a yesterday marketing strategy, just like a B2C business does. That will look like different medias for you, but don’t ignore the principles. That grid inside the Maven Marketer. It’s close to the back. Just make sure that your strategy is based on commitment, quality and relationships for tomorrow, price speed hassle for today and support, tribal bond and added value. If you’re a yesterday for the yesterday strategy, so do all three and your media is just you’re asking the questions. We’re going to reach the largest amount of people if it’s tomorrow, or can I target the people buying today if it’s today, and how can I reach my past customers consistently if it’s yesterday? It’ll look different for every industry a little bit, every type of business a little bit, but those are the principles. Ask the questions. That’s why we wrote them that way, instead of saying do TV or do radio, and that makes some media people really upset that we didn’t just say there’s the best, but it’s not always the best.

Brandon Welch: 31:52
Yeah, it’s circumstantial, it all can work. It can all work, sorry to say.

Caleb Agee: 31:57
Yep.

Brandon Welch: 31:58
Okay, wonderful episode. Yes, now you know All we’ve been talking about. Works for B2B too.

Caleb Agee: 32:03
Raj got his questions answered because he sent his question to Maven Monday at frankandmavencom. If you have a question.

Brandon Welch: 32:11
Not everybody asks as good a question as Raj. Yeah, so we answer those privately sometimes. Yes, but you’re going to ask a great question and we’re going to answer it right here.

Caleb Agee: 32:17
Bring it on, let’s hear it. So send those in and we’ll get back to you and let you know when and where we’ll get that answered Absolutely.

Brandon Welch: 32:25
We’ll be back here every Monday answering your real life marketing questions, because marketers who cannot teach you why are just?

Caleb Agee: 32:32
a fancy lie. Have a great week, see ya.