When the economy is in a downturn, it’s especially inspiring to talk to marketing pioneers who can inspire those in the trenches right now and help them not just adapt and adjust, but thrive. My guest today, Dwight Holcomb is someone I got to hear speak at a National Speakers Association LA chapter meeting, and he really impressed me, so I knew I had to have him on the show. In this episode, we talk about Dwight’s evolution from CMO of an enterprise software company where everybody was so stuck in old systems and old processes. Dwight takes us on a ride, detailing the lean methodology that he implemented in the marketing department while he was there, turning things around and getting unprecedented results. It began when he started making a unique kind of video, which you will hear about later in this episode. Dwight had so much success with this foray into video marketing that he decided to launch his own company six years ago. If you want to hear more from a real innovator who has that knack for knowing the next wave of marketing and getting ahead of it, then buckle, and let’s get started!
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Being obsessive in studying marketing can be a good thing. A great focal point for this obsession is the psychology of your customer—who they are, what they need, and what they respond to. My marketing-obsessed guest today is Jonathan Pantalis, founder of Phi Kind Chocolates. Jonathan is an entrepreneur who’s had more than his fair share of hard knocks, including fraud, fire, and health challenges. But all of these potential roadblocks somehow were tipping points that fueled him to do something big. After struggling with low energy, fatigue and depression he found his diet and lifestyle to be a major culprit. Phi Kind are chocolates produced without sugar and processed junk - that actually taste and look amazing. Since starting his business, Jonathan has made it his mission to immerse himself in the discipline of marketing. He has pretty much taught himself, through trial, error, and yeah—a little obsession—how to take Phi Kind’s marketing from good to fantastic. In this episode we talk about copywriting, direct response, taking the long view, retention tactics that transcend the superficial and go that extra mile to instill brand loyalty. These are valuable real world insights you’re about to hear, so without any further ado, on with the show!
Tim Ferriss is one of the biggest names in podcasting, with over 500 million episodes downloaded. He is also the author of multiple New York Times bestsellers. His first book, The 4-Hour Workweek, is what really put him on the map. That book was transformational for me and for my business at that time, Netconcepts, which I eventually sold partly due to the concepts I learned from Tim in the book. Back then, before he wrote The 4-Hour Body or The 4-Hour Chef, I interviewed Tim. He shared some amazing pearls of wisdom which you're about to hear. It's as relevant today as it was back when I recorded it. If you already heard this interview before, because I aired it in my other show, Get Yourself Optimized, episode 39. Just humor me and listen to it again. While most entrepreneurs and busy professionals are glued to their email and phone, Tim has mastered the art of delegation. It's the ultimate productivity hack. The majority of your to-do list can be outsourced and with a little direction, a Virtual Assistant or VA can free up your time. Allowing you to work less while earning more. We discussed in this episode where to find a Virtual Assistant, how to determine what to delegate, hiring the right candidates, and so much more. And now, without further ado, on with the show.
Anyone who has studied how to be successful in marketing understands it takes out-of-the box thinking, and in the case of today’s incredibly successful guest, Alex Mandossian, it takes a lot of chutzpah. Since 1993, Alex has generated nearly $417 million in sales and profits for his marketing students, clients and joint venture partners on six continents. He has shared the stage with Richard Branson, Larry King, Tony Robbins, Marianne Williamson, Robert Kiyosaki, Suze Ormand, Mikhail Gorbachev, and the Dalai Lama. He has published several books, including the recent Alexisms: Useful Life Lessons from a Recovering Serial Entrepreneur. In today’s episode we talk about writing books, promoting books, doing virtual book tours, and the Socratic method as it applies to copywriting. We talk about the difference between giving people what they want, versus giving them what you think they need. And back to the chutzpah, Alex has done stuff like invite presidents to give an interview, and it worked both times he tried it. He tells all about how that came to be in this episode which I think you’re going to find pretty fascinating, so be sure to stay tuned!
Regardless of the industry, making a meaningful connection with customers and prospects is one of the greatest challenges a business faces. Our communication channel of choice with these folks tends to be email, but there is an awful lot of noise in their inbox. A lot of what they receive is impersonal and shallow, and consequently, they just don’t have any interest in opening most of it. My guest today, Matt Barnett, decided to change all that when he created Bonjoro, a software as a service (SaaS) looking to reinvent the way businesses tackle engagement by allowing them to send quick, personal video messages directly to their customers and prospects. Originally an industrial designer and artist, Matt stumbled into creating Bonjoro accidentally by simply building tools to solve a problem that got used by others. When the popularity of his video platform eclipsed the original business he was building, he knew he was onto something. In this episode, Matt and I discuss pivoting, taking on investors, managing stakeholder expectations, managing remote teams, and using video to both land clients and reduce churn. If you’d like to surprise and delight your customers and serve them in remarkable ways, you’re not going to want to miss this episode.