Modern Marketing Podcast

There’s a side to a business owner or entrepreneur’s life not many get to see. The less glamorous times dealing with the consequences of weakened commitment or focus. But there are ways to persevere through those tough times and get on track. Or better yet — avoid them entirely.

In this episode, Adam sits down with Trey Lewellen who built a thriving business just to watch it go downhill as a result of losing focus on the core aspects of his operation. By shifting his mindset and putting systems in place, Trey managed to reverse the damage and become more successful than ever — not to mention build a massive online following. Listen in as Trey explains exactly how he did it and gives you practical tips on achieving similar results in your business.

• A simple formula to help foresee the future and be prepared for it
• Overcoming the challenge of having too many available options
• The MTO system that helps you create business visions and goals
• How Trey keeps his in-house team focused
• Why you should always have a “startup mentality”
• Doubling “outrageous” revenue goals
• The advantages of running a business like a speedboat vs an aircraft carrier
• How to be a leader to your team during chaotic times
• Three main factors that contributed to Trey’s success
• Creating and marketing good offers

2:25

Trey's backstory: -Over the last 5 years, has grown his...

-Email database to 1.1 million people

-Buyers list to 400,000

-Facebook fans to 300,000

-Using loss leaders, free + shipping items, and continuity offers

5:53

Trey found himself consumed with backend issues like shipping products and printing labels. He created a shipping warehouse and hired 25 people then built a call center to handle customer service. The business suffered as a result.

“I'm really good at making good offers. No-brainer offers...I lost focus on building a funnel and [creating} good offers and turned it to building a shipping warehouse and a call center.”-TL

8:11

Trey ships gun equipment like oil, targets, and whistles.

9:14

Multiply everything by 1,000 (i.e. Facebook Ads, shipping, call volume)

Assess if the current systems in place will work at that magnitude

11:22

What Trey instills in his team to keep them focused:

1. "We're a startup and we'll always be a startup because once you lose that feeling of startup, I think you start slacking and you get lazy."
2. Interact and act as a speedboat vs an aircraft carrier. Use meetings to make a decision on goals and future pace and decide what needs to be changed to succeed. "We're a speedboat, not an aircraft carrier...Speedboats make turns really quickly."-TL

12:13

That mindset enables you to play your competitive advantage and go along with the market.

12:24

“By knowing your goal, by knowing where you're trying to get, that dictates if the decision's easy or not.”-AE

12:39

• Minimum goal
• Target goal
• Outrageous goal (Trey’s was $60K)

A short time later, he nearly doubled his outrageous goal in one month.

16:25

1. Commitment
2. Continuous implementation
3. Focus

19:23

"Just fly the plane." In the midst of chaos and uncertainty, some business owners get up from their pilot seat to go panic with the rest.

Continue “flying the plane.” It allows everyone to be safe and live.

Be a leader and keep marching forward.

22:39

"I was on the swim team in high school. Don't make fun of me. You probably should just leave that out of the show notes."-TL

24:39

“We went away from all the masses. All the masses build and buy ads but they don't have offers. No one knows how to build good offers.”-TL

Builds 1-2 efficient and converting funnels a week

Combines the best advertising agencies with the best offer makers

29:37 "Your podcast is changing lives, my friend.” - TL

Trey’s Website

Trey’s Facebook

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Your ability, or inability, to sell is one of the single biggest predictors in the level of income you can generate. Which is why in this episode I want to share with you a new way of looking at the 4 P’s with strategies I’ve learned after decades of selling everything from hockey nets to business jets.

Let’s get to it.

I want to share with you 7 of my top tips into what’s working right now, including an advanced tip right at the end that almost nobody is using, so make sure to stick around for that.

Let ́s get to it!

The buzz about Facebook Ads include success stories of 1000% ROI and what seems like just as many horror stories to match it. With a slew of options and advice coming from all angles, how do you decide if Facebook Ads are right for you?

Adam has seen the true impact that Facebook Ads can have on people's businesses.

In this episode, he shares firsthand experiences with Facebook Ads as well as his client’s and explains why Facebook is the best eyeball delivery service around.

• Tips on strategizing your Facebook Ads marketing
• B2C or B2B markets— Who benefits from Facebook Ads more?
• Why some Facebook Ads fail to produce results
• When Facebook Ads won’t work for your business
• How to rapid offer test using Facebook Ads
• How to use Facebook in your business for maximum impact

To answer fairly whether or not Facebook Ads are worth including in your online marketing, these 2 questions will be explored:

Do Facebook Ads Work?

Will Facebook Ads work for your business?

3:28

Yes.

“The devil's' in the details. It needs to be done right which means not just slapping up an ad, press and go, and waiting for the dollars to start rolling in.“

• Lackluster results are often due to poor quality ads, poor targeting, and poor imagery.
• When marketing strategy is done right, Facebook Ads work incredibly well.
  • Analyze your target market
  • Create a unique and compelling offer that
    • Captures attention
    • Piques interest
    • Inspires action
  • They reach more people than TV, radio, and newspapers for a tiny fraction of the cost.
  • Facebook generates billions of dollars in ad revenue meaning more people are willing to spend money on them.
  • Indicates Facebook is delivering a valuable service that people want.
  • Some of Adam's clients regularly spend upwards of $1K/month and consistently get high ROI.

5:25

Since you're attempting to do business with another person, B2B (Business to Business) and B2C (Business to Consumer) markets can both benefit.

"If you have a product or service that people want, Facebook Ads are going to help you get your message in front of them. Plain and simple. That's what it does best."

6:20

• If you're in a business selling something no one wants or haven't clearly communicated your product or service.

Makes a great rapid offer testing tool to make sure what you're offering resonates with your target market.

7:01

Ads aren't technical or complicated but the key to success should always be strategy first, tactics second.

Apply the fundamentals (found through your marketing strategy, customer avatar, ideal targeting, what it is about your offer that's compelling, etc.) to craft the perfect Facebook Ad for your market.

PPC (Pay-Per-Click)

SEO (Search Engine Optimization)

SEM (Search Engine Marketing)

SMM (Social Media Marketing)

CRO (Conversion Rate Optimization)

B2B (Business to Business)

B2C (Business to Consumer)

Episode #002 – The Customer Avatar

Episode #028 – The Power of Rapid Offer Testing

Contact Adam: [email protected]

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Modern Marketing on Stitcher

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In a world full of digital everything, the days of checking your mailbox have most likely dwindled from daily to weekly. More commonly known as “snail mail”, direct mail is often dismissed as an antiquated method to reach potential customers — a real marketing ghost town. The result? A gap that Ian Walsh profitably filled with good ol’ fashion tangible mailers.

Ian built all three of his successful real estate companies the same way. In this episode, he shares the hybrid direct mail and digital marketing strategy he used to build a multimillion dollar name for his company, Hard Money Bankers. And tells us why it pays to zig when others zag.

• The successful marketing methods Ian used for all three of his companies
• Exploring Backyard Marketing
• Why consistency plays a crucial role in business and in life
• The dos and don’ts of adding business cards to your email list
• Why videos are an effective way to build relationships with your audience
• An in-depth look at why this is the Golden Age for Facebook Ads for small business owners
• The benefits of video marketing and getting over your fear of the camera
• Ian’s social media cornerstones and strategies (what does and doesn’t work for his business)
• Valuable tips on how to get results from direct mail
• The Gmail trick Ian uses in his mailers and why it’s genius
• Include these two important calls to action in your mailers
• Embracing Facebook Ads as a staple in your business
• The importance of establishing and following a routine to achieve success

2:44

• A full time real estate investor since 2009 (when everyone was running away)
• Entered the industry by building WeSellHomes2Fix
• Built a property management company (sold in 2015)
• Partnered with Hard Money Bankers in Philadelphia
• Underwrites loans in Eastern Pennsylvania and South Jersey

4:16

Hard Money Bankers is an asset-driven private lending operation that deploys $30MM-$40MM/year.

5:48

Ian used variations of the same marketing model for all three companies. Mainly Backyard Marketing (getting in touch with the local market).

6:13

• Identifies the client by performing a basic public records search
• Measures the easiest and most cost-effective method to get in touch with them on a mass scale
• Sends mailers
• Maintains a large Social media presence

"Social media is a huge portion of the future of all marketing and will continue to grow over the next 20 years."- Ian

8:04

• Include your name, cell phone number, and email on a postcard
• Be consistent
• Timing meets problem at the right moment
• Spread your budget out over a three-month campaign (minimum)

"Just because they don't call you that second doesn't mean they don't hold on to it, so consistency is huge."-IW

12:23

Mailers are effective because they reintroduce the human aspect of your brand (authenticity).

12:43

"There's no magic. You just have to adapt with your marketing. You have to know who your competition is and know what you're up against."-IW

12:55

• A phone call
• Gmail email address (to keep it casual)

15:10

• Networking: Sends opt-in newsletter emails to addresses listed on business cards from networking events
• Video: Consistently releases new videos (five days a week) containing valuable content appealing to his market. Is interviewed by others in the same marketplace in order to reach different audiences.

“If you do one video, it's the same as doing one mailer. It does not do anything."-IW

21:10

"Nobody starts a business because it's the easy thing to do. You've already taken some huge risks and huge gambles. Getting in front of a camera and making a quick video is nothing compared to the things you've already done in your business.” - AE

21:29

1. Facebook
2. LinkedIn

22:41

"You either embrace technology or fight it — but if you fight it, you've got about a 5-year window until you become obsolete."-IW

"If you have a couple extra bucks go ahead and find the right person or company to engage with to optimize your social marketing like Facebook Ads."-IW

25:23

• Putting on offline high-end networking events
• Webcasts
• Continue to enhance social media presence

26:12

Establish a r...