BRX Pro Tips

BRX Pro Tip: Revisit Old School Marketing Tactics

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BRX Pro Tip: Revisit Old School Marketing Tactics

Stone Payton: [00:00:00] And we are back with Business RadioX Pro Tips. Lee Kantor and Stone Payton here with you. Lee, I share this council with people who have been guests on our shows. I share it with clients and I’ve certainly been known for suggesting that studio partners employ this as well. But the advice is to periodically, actually consistently, revisit old-school marketing tactics.

Lee Kantor: [00:00:26] Yeah. I think it goes back to something you’ve said a long, long time ago about the law of contrast and to differentiate yourself. If someone’s zigging, maybe you should consider zagging. I think that when it comes to today’s world, so many people are relying on social media and email to communicate with the people that are important to them. You might be able to stand out by going back to some old-school ways to communicate, like, you know, mail them something in the mail, or FedEx them something, or do something. Communicate with your prospects or client in a variety of ways through a variety of channels so that it keeps you top of mind. So, don’t just rely on the same thing, “Oh, I liked their post on Facebook so I’m done,” you know. Or I just, you know, I showed up on Instagram, or I did – or you’re doing what everybody else is doing.

Lee Kantor: [00:01:16] So, invest some time in maybe some of those old school things, you know, visit them at their office or, you know, show up at an event that they’re doing. You know, you want to kind of show up where your people are so they think of you when it’s time to make that buying decision. And if you’re showing up in a place that they normally don’t hang out, you’re going to stand out. Your competitor is not going to be there and you’re going to kind of hit those people in a variety of ways to give your brand the chance to stand out and be chosen when it comes time for them to buy.

BRX Pro Tips

BRX Pro Tip: Write Those Ideas Down

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BRX Pro Tip: Write Those Ideas Down

Stone Payton: [00:00:00] And we are back with Business RadioX Pro Tips. Lee Kantor and Stone Payton here with you. A productivity tip, Lee, write those ideas down.

Lee Kantor: [00:00:11] Yeah, I think it’s important to document some of these ideas that you’re having. Everybody comes up with ideas, and it’s important to write them down and have them somewhere that you can kind of feel good that you’ve captured it, so that it isn’t bugging you that this thing in the back of your head is kind of nagging at you. But put them down somewhere.

Lee Kantor: [00:00:30] I use Google Keep and Google Task as places to write down these ideas. Some people use notebooks. But having a place that you know the ideas are going to be captured and they’re not lost forever is comforting.

Lee Kantor: [00:00:42] And as a bonus, some of those ideas might turn into something down the road. And I like to put them in places where they’re connected to my calendar, so I know that, “Hey, this is an idea I want to think about on Monday when I’m meeting with this person,” or “This is an idea that when I do this activity, I’m going to have right here because I’m going to use that at that time.”

Lee Kantor: [00:01:04] So, I keep the ideas in places that are useful for me. And then, I get the most out of them, so they don’t just get kind of lost in my memory, which is terrible. So, it’s important for me to write this stuff down. And I leverage Google Keep and Google Task for that.

BRX Pro Tips

BRX Pro Tip: Power of the Niche

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BRX Pro Tip: Power of the Niche

Stone Payton: [00:00:00] Welcome back to Business RadioX Pro Tips. Stone Payton and Lee Kantor here with you. Lee, let’s talk a little bit about the power of the niche.

Lee Kantor: [00:00:09] Yeah, this is one of the things that I think is very important in our business, and this is something when we’re working with clients, we really want to help them identify, and then go deep and vertically inside of the niche, so that they can become the voice of business for that group that they serve. The benefits of kind of going deep into niches, you become the specialist and you become the go-to resource in that vertical because you’re going to get to know everybody. You’re going to be a connector. You’re going to know who’s good and who’s not good. You’re going to know who all the players are. And then, you become indispensable because you have deep knowledge about that space more than anybody else.

Lee Kantor: [00:00:53] So, in our business, like I said earlier, we help our clients become the voice of business for that group. Only one person in our world and the local market can be the voice of business for that group, and we help our clients become that person. That person is the big connector. That person is the one who knows everybody and can connect people to each other. And that makes our client indispensable. That helps them really dominate their local market because they are the voice of business in it. So, don’t run away from niches. You should be kind of leaning into them. And like we say here, niches bring riches. So, don’t go too wide. Go vertical, go deep and become a specialist.

BRX Pro Tips

BRX Pro Tip: The Best Marketing is Results

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BRX Pro Tip: The Best Marketing is Results

Stone Payton: [00:00:00] Welcome back to BRX Pro Tips. Stone Payton and Lee Kantor here with you. Lee, in terms of marketing, really, the best marketing is results, isn’t it?

Lee Kantor: [00:00:12] Right. That is the best way to kind of sell your next client is to deliver results for your current client. So, that’s really where you should be investing your marketing time dollars and energy is through just serving the heck out of your client, because the beauty of our business at Business RadioX is we publish all of our work. All of our clients are out there for the world to see. They can see that if a client has been with us for years, all of their work is there. They can see that the list of all the shows that we have in the studios. It’s all there for the public to see. They can see that all these people are benefiting from being part of the Business RadioX network. So, the more successful you are for your clients, the more successful you’re going to be as a studio partner or a show host because you’re going to have a lot of evidence that says that your work matters and that you’re delivering results for your clients.

BRX Pro Tips

BRX Pro Tip: Always Ask Why

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BRX Pro Tip: Always Ask Why

Stone Payton: [00:00:00] Welcome back to Business RadioX. Stone Payton and Lee Kantor here for our Pro Tips series. Lee, in terms of conducting an effective exchange, where you’re really trying to help a prospective client make an informed decision, and you’re trying to make an informed decision about whether it makes sense to get together and work together to meet their market effectively, your primary admonishment in that process, always ask why.

Lee Kantor: [00:00:32] Yeah. This is something that I heard from Alan Weiss – who is one of my favorite coaches for consultants – to help consultants kind of get their business to the next level. What he says is, when you’re talking with a prospect, you really want to ask why and dig deeper. Because this is going to get you closer to the real reason your prospect wants someone to help them solve this problem they have.

Lee Kantor: [00:01:01] So, if you’re just trying to give your prospect what they say they want, then you’re just like anybody else, you’re a commodity. But if you can dig deeper and then get to the root pain that they’re feeling and give them what they truly need, that’s something that they can’t get from just anybody else in your industry.

Lee Kantor: [00:01:23] You’ve elevated yourself into being a unique resource for them that they can’t get anywhere else. You’re willing to dig deeper, ask them a harder question. You’re there as a real trusted adviser, somebody that’s really looking out for them. And, ultimately, you don’t really care if they’re going to buy your service. You’re trying to help them. And if you can dig deep enough to really try to help them, then there’s a higher probability they’re going to buy your service. And that thing that they ask for will be thrown into the package.

Lee Kantor: [00:02:00] But what they’re really getting is your brainpower and your mindshare to help them get to where they want to go. You want to elevate yourself from being just another vendor. You don’t want to be a commodity. You want to be an indispensable, trusted advisor. And the thing you sell is not what really they’re buying. That’s part of what they’re buying. But you’re helping them get the outcome they desire. And in order to really be clear on what outcome they desire, you’re going to have to ask some questions. And you’re going to have to ask them why they want what they say they want until you get to the heart of the big why of, really, what is it that they’re trying to buy and what is the real problem they’re trying to solve.

Lee Kantor: [00:02:44] So, I’m a big fan of Alan Weiss. So, check out all of his stuff. He’s got blogs. He’s got newsletters. He’s got a ton of books. He does a great job of helping consultants ask the deeper question so that you can create these relationships where you’re indispensable and that you get customers for life.

BRX Pro Tips

BRX Pro Tip: How to Get More Engagement

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BRX Pro Tip: How to Get More Engagement

Stone Payton: [00:00:00] And we are back with Business RadioX Pro Tips. Lee Kantor and Stone Payton here with you this afternoon. Lee, let’s talk a little bit about ways to get more engagement.

Lee Kantor: [00:00:10] Yeah, it’s important, if you’re going to be kind of leveraging social media, you have to kind of lean into it and immerse yourself in that world. So, you got to know who all the players are in your niche that you’re serving, and then communicate with them regularly on social media. Tag people when you have a post that you think would be interested. Tag clients, tag associations, tag other business folks that might be interested in the content you’re putting out. In our world, we do a lot of interviews, so we always tag everybody that participated. We tag the sponsor, we tag the businesses that were mentioned during the show.

Lee Kantor: [00:00:51] So, there’s a lot of ways to just take your existing content and share it specifically to the people you want to meet to let them know, “Hey, this is something valuable. Hey, this is something you might benefit from.” And don’t cast a little net, cast a wide net. Don’t be afraid to tag groups that seem unrelated, but they might find the connection or find value from the content you’re sharing. So, that will help you get more engagement with each of your posts.

BRX Pro Tips

BRX Pro Tip: Be the Go To Solution

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BRX Pro Tip: Be the Go To Solution

Stone Payton: [00:00:00] Welcome back to Business RadioX Pro Tips. Stone Payton and Lee Kantor here with you. Lee, let’s chat a little bit about preparing to and then actually executing on this idea of being the go-to solution.

Lee Kantor: [00:00:15] Yeah. A lot of entrepreneurs, especially in professional service, think that they’re just going to be discovered by people randomly searching for what they do. And if that happens, that’s great when that happens. It’s really hard to do predictably and reliably over any time. And it can be super expensive in time and money trying to be that. So, a lot of the people waste a lot of time and money just trying to be found on the internet by people.

Lee Kantor: [00:00:44] Think about the coach who wants to rank for coaching. She’s competing with a lot of other people, and some of those people have some more celebrity than they do. They have some more resources than she has. And it’s going to be expensive for her to really rank just for the general term coaching. It’s a lot less expensive and a lot more predictable if she could build a unique enough brand or name recognition with the people most likely to hire her.

Lee Kantor: [00:01:13] Think about her as a coach that is the go-to coach for dentists. If she can meet more dentists and prove to them that she has a deep knowledge about what it takes to take their practice to the next level, she’s going to win. And we’ve said it over and over that niches bring riches. So, when she narrows her focus and aligns her strengths with a group of people that she likes to serve and is good at serving, and she narrows that focus down to those people, and becomes the go-to solution for that space, it’s going to be a lot less expensive, it’s going to be a lot more effective finding those people and serving those people. And if she does it right, she’ll become that go-to resource for that niche.

Lee Kantor: [00:02:01] If she partners with us, she’ll be the voice of business for that niche. And she will separate herself from everybody else. And then, she can build her practice out from that niche. It’s definitely a misconception that it’s more effective to go for a broad wide category than it is to become the go-to resource for a niche. It’s less expensive. It’s more effective. You’re going to get there faster. You’re going to be able to prove yourself quicker. And you’re going to get clients that are going to love you. You’re going to do great work for them. You’re going to know who they are.

Lee Kantor: [00:02:38] And you’re going to just keep working with them one after the other. You’re going to get even more knowledge. You’re going to become that much more effective. And then, over time, you’ll be that go-to resource.