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Scott Stratten: Un-Selling – Episode 140 of The Action Catalyst Podcast

Scott Stratten – Scott Stratten is the President of Un-Marketing. He is an expert in Viral, Social, and Authentic Marketing which he calls Un-Marketing. It’s all about positioning yourself as a trusted expert in front of your target market, so when they have the need, they choose you.

Formerly a music industry marketer, national sales training manager and a Professor at the Sheridan College School of Business, he ran his “UnAgency” for a nearly a decade before solely focusing on speaking at events for companies like PepsiCo, Adobe, Red Cross, Hard Rock Cafe, Cirque du Soleil, Saks Fifth Avenue, Deloitte and Fidelity Investments when they need help guiding their way through the viral/social media and relationship marketing landscape.

His clients’ viral marketing videos have been viewed over 60 million times and he’s recently appeared in the Wall Street Journal, Huffington Post, USA Today, Entrepreneur Magazine, CNN.com, Inc.com and Fast Company and was named one of “America’s 10 Marketing Gurus” by Business Review USA. That plus $5 gets him a coffee anywhere in the world.”

Show Highlights:

  • Stop marketing to people the way you hate to be marketed to. @unmarketing
  • It doesn’t make sense to push people to think we all need to be marketing the same way. @unmarketing
  • The same marketing strategy doesn’t work for everyone. Find yours and do it well. @unmarketing
  • Nothing works for everybody and everything doesn’t work for nobody. @unmarketing
  • The bigger the trust gap when making the sale, the more you are going to have to work to bridge the gap. @unmarketing
  • Marketing is driving awareness of a product or a service that leads to sales. @unmarketing
  • Marketing is always happening. It’s everything you do, say, and appear on. It’s everything. @unmarketing
  • You can’t just market well without performing well. @unmarketing
  • The reason the youth have gone to snapchat is because marketers aren’t there. @unmarketing
  • Facebook has become the homepage of our computers. Over 1 billion people are logging in a day. @unmarketing
  • In sales, you can tell when someone cares about you and when someone is using you. @Rory_Vaden
  • It’s hard to be nervous when your hearts on service. You never lose by being service minded. @Rory_Vaden
  • It’s easier to be positive when you surround yourself with positive people. @Rory_Vaden

To learn more about Scott’s books, podcast, or blog, visit unmarketing.com.

The Action Catalyst show is a weekly podcast that Rory Vaden of Southwestern Consulting™ hosts every Wednesday, which is regularly in the Top 25 of Business News Podcasts and has listeners from all around the world. The show shares “insights and inspiration for movers and shakers in the world of business”™. Each week Rory shares ideas on how to increase your self-discipline and make better use of your time to help you achieve your goals in life. He also interviews one very special expert guest and thought leader every week. Subscribe on iTunes and please leave a rating and review!

Jim Steeg: Super Bowl Branding – Episode 139 of The Action Catalyst Podcast

Jim_SteegJim Steeg – Jim Steeg, former Executive Vice President and Chief Operating Officer of the San Diego Chargers (from 2004 to 2010) where he was in charge of all business operations for the team. Before that, he spent 35 years with the NFL and 26 years in charge of the Special Events Department (1979–2004). Under Steeg’s leadership, the Super Bowl expanded from a championship football game into a week-long extravaganza.

He is currently a noted sports business, stadium and events consultant, advising companies on a variety of subjects, including business ventures, strategic planning, technology, media and community relations, marketing programs and events plans for sports leagues, organizations, conferences, teams and events; stadium operations; fan enhancement; stadium physical structure, and organizational structure

Show Highlights:

  • Things don’t always go as planned. Let them evolve as they may. @jimsteeg
  • Some things happen by chance and others are thought out. But you have to role with the changes as they come. @jimsteeg
  • Exposure, legacy, and awareness is what makes the Super Bowl half time performance such an honor. @jimsteeg
  • What makes the Super Bowl so iconic is the time of year it’s set in. @jimsteeg
  • Package your business or event in a way that makes people/businesses want to come to you and ask to be apart of it. @jimsteeg
  • Selling isn’t what it was 30 years ago. Now it’s about developing product lines of real quality and increasing customer experience. @jimsteeg
  • Over time, product lines change and so do the places you can sell them. Be flexible enough to anticipate this. @jimsteeg
  • How can you take a customer’s experience with you and make it better? @jimsteeg
  • You don’t have to pull money from people. You’ll often have it given to you if you’re doing the right thing. @jimsteeg
  • How can you create memories for your clients and prospects? @Rory_Vaden
  • A brand is simply what people think of when they think of you. @Rory_Vaden

If you are interested in learning more about Jim, email him at jim.steeg@gmail.com.

The Action Catalyst show is a weekly podcast that Rory Vaden of Southwestern Consulting™ hosts every Wednesday, which is regularly in the Top 25 of Business News Podcasts and has listeners from all around the world. The show shares “insights and inspiration for movers and shakers in the world of business”™. Each week Rory shares ideas on how to increase your self-discipline and make better use of your time to help you achieve your goals in life. He also interviews one very special expert guest and thought leader every week. Subscribe on iTunes and please leave a rating and review!

Becoming an Action Catalyst

The Action Catalyst

The best branding advice I’ve ever heard was from Larry Winget when he said, “find your uniqueness and exploit it in the service of others.”

And when I was 18 yrs old and just first started speaking, I knew that self-discipline was my unique passion, talent, and conviction about what the world needed more of and what would help people.

It was my friend and Org Leader at Southwestern Advantage, Mike Terrill, who first said it to me. I’ll never forget it too because it was when he picked me up at 10:15 pm from knocking on doors during my first summer selling books. I was 30 min late because I needed to get more sales presentations in to hit my daily goal. I got in his car and Mike said, “Rory you’re the most disciplined son of a _____ I’ve ever met!” That always stuck with me and was the day Self-Discipline became my “Topic.”

When I was 22, a few of my speaking mentors, Eric Chester and David Avrin, helped me clarify that my “Message” (my 1 sentence instruction to the world about what it takes to be successful) was “Do the things you know you should be doing even when you don’t feel like doing them.”

David also was the mastermind who helped us come up with “Take the Stairs” when I was 27. “Take the Stairs” became a big part of my “Brand” – the thing that people think of when they think of you.

And yet one of the remaining challenges we’ve always struggled with was how to communicate the unique “Benefit” – or payoff- of my expertise and passion of self-discipline. It’s been hard to clarify that down to a single, simple, benefit because the benefits of discipline are in all different areas of life.

It’s created conflict and somewhat restricted growth for us because strangers or new prospects don’t trust what is unclear. And it’s hard for existing fans and supporters to explain the obscure to friends and family even.

Clarity is absolutely critical in branding.

But “discipline” as a word is tough to market. Because nobody “likes” or really wants “discipline.” We know we need it, but for most people that word has a negative connotation to it. As such, I think it’s been hard at times for our prospects, clients, and fans to buy in as quickly as they could to what we’re promoting. If nothing else they have a hard time selling it to other stakeholders in their life.

But at a recent weekend get together with some of my good friends and mentors – Jay Baer, Jason Dorsey, and David Horsager – helped me really get clear on what the specific value, benefit, and result is of my unique expertise…

“I help people take action.”

That’s it.

That’s the core result and benefit of all the work, research, experience, and writing that I have ever done.

And it makes so much sense because that is exactly what we do at Southwestern Consulting as an entire company for people – specifically sales people. When we say our mission is “to help people achieve their goals in life” we are precisely helping them to overcome their fears, doubts, circumstances, and anything else that causes someone to procrastinate to instead take action and do the things necessary to be successful. And our primary vehicle for doing that is 1 on 1 accountability coaching.

So what is there to learn from this Topic, Message, Brand, Benefit story? (Other than I’ve gotten a lot of free marketing advice from my friends?! 🙂

A couple things:

  1. Branding is hard. It takes time. It takes energy. And doing it right doesn’t happen overnight but you follow the path you are led, and you keep working at it, and it becomes clearer and clearer over time. This journey for us has been 17 years so far and we just now feel like we’re finally getting all the pieces of the puzzle together.
  2. Clarity is crucial. When people ask you “what do you do?” you need to be able to answer that question in a way that is clear but also compelling. While discipline is still the message, the more desirable wrapper for me now specifically is, “I help people take action.” So now if anyone asks you what Rory’s blog/podcast/books/speaking is about you can simply say “he helps people take action.” And you know immediately who you should introduce me to and who you shouldn’t. That’s the power of clarity.
  3. Because your brand is what people think of when they think of you, you will organically attract people who desire and/or appreciate what you do. My guess is that if you tune into any of my work then it’s because you either are a person of action or you want to be more of a person who takes action.

And there is an actual word that means “to initiate or ignite” and that word is catalyst.

So in essence you, like me, are an “Action Catalyst.”

You are a person who desires to make things happen. You are a “mover and shaker.” You are a person who sees yourself and the world around you as having the potential of being better than it currently is. You are a learner but more than that you are a doer. You are an inspirer. You are a game changer.

You are an Action Catalyst.

As such, moving forward, we’re going to frame the conversation of this blog, and our podcast, and our various social media outlets around becoming more and more of an Action Catalyst.

Thank you for coming on the journey with me so far and I look forward to walking alongside of you into the future as we continue to change the world together.

The 7 Stage Customer Evangelism Lifecycle

Customer Experience

Customer satisfaction is long since dead.

In a hyper connected social media world, meeting customer’s expectations is at best the minimum acceptable level of performance and at worst a risky business strategy.

It’s risky because “satisfied customers” are only one poor experience away from turning into a hater on you.

What your business needs is not customer satisfaction; it’s customer evangelism.

You don’t need customers who are pleased with their experience and so they tell no one.

That’s neutral and neutral is negative.

What you need is customers who are so on fire about what you have provided to them that they have no choice but to take to social media and spread the positive love to all of their friends in the same way they would tell them about a great movie.

You need raving fans, loyalists, junkies, and die hards.

And not only do you need your customers to be that way to recruit more customers, but you need your team to be that way to recruit more team members.

As I think about how the business world is rapidly evolving, I realize the two are actually quite connected.

Here is something I’m calling The 7 Stage Customer Evangelist Lifecycle:

  1. Stranger: They have no idea who you are with no preconceived notions. So they are open to being influenced about your company one way or another. They might hear about you from a tweet, an ad, a friends recommendation or a Facebook post.
  2. Follower: They are intrigued by you and now they are tuning in to you and your messages. They are now open to being impacted. They start following you and occasionally check in on your updates. They have decided they might like you but you’re still mostly background noise to them.
  3. Fan: Your content and messaging has been so consistently relevant to them over a period of time that they have now decided that you need to be a regular part of their life. They are subscribed to your channels and anticipate your new messages. You’ve definitely been put in the non-spam category.
  4. Customer: You’ve finally earned enough trust with them and built enough of a relationship with them that they’re now willing to part with their hard earned cash to give you a try.
  5. Advocate: You have so consistently over-delivered and exceeded their expectations in every way they now trust you enough and are passionate enough that they will tell their close friends about you or say nice things about you when they are asked. They won’t sing your praises from the mountaintops but they do feel connected to you and are now on your side.  You have moved past satisfaction into light evangelism.
  6. Promoter: Over so much time, they are now fully indoctrinated on your company, your philosophies, and your products that they look for opportunities to share with others about what you do. They love you, believe in you and want you to win. They will give you the benefit of the doubt on matters of discrepancy and they cheer you on. They’ve even moved from viewing themselves as an external customer to now feeling like they are in your inner circle and part of your exclusive club. At this point their enthusiasm for telling others about you has been internalized to the extent that it’s edifying for them to convince other people to give you a try.
  7. Warrior (Team Member): This is the highest stage of customer evangelism. It happens at the point that they decide to officially join your team and dedicate much of their lives and their career to supporting your company’s mission. They are proud to be associated with your brand and your team and they want people to know they are affiliated with you. They take it on as a badge of honor to protect the company, it’s mission, and its reputation. Now “they” have become “you.”

Of course it’s probably not likely, realistic or even possible to recruit all of your customers to actually join your team, but you want them to believe in you so strongly that they might consider it if the opportunity ever came up.

Also, this continuum is not just for customers but it also represents the varying levels of buy-in that your actual team members have. Just because they work for you and get a paycheck from you does not at all mean they are evangelists. In fact, it’s not impossible for employees to basically be strangers to the company they go into every day.

So whether it’s with your customers or your team, if you develop a strategy and outlook to not create satisfied customers but instead customer evangelists, then you are going to be on the right track.

It takes time.

It takes trust.

It takes consistency.

It takes discipline.

Jay Baer: Hug Your Haters – Episode 133 of the Daily Discipline Podcast

Jay BaerJay BaerJay Baer has spent 23 years in digital marketing, consulting for more than 700 companies during that period, including 32 of the FORTUNE 500. His current firm – Convince & Convert – provides digital marketing advice and online customer service advice and counsel to some of the world’s most important brands like The United Nations, Allstate, Cisco, and Cabela’s.

His new book, Hug Your Haters, is the world’s first modern customer service manual, showing how companies large and small can benefit from the enormous increase in online complaints and customer feedback.

His second book, Youtility: Why Smart Marketing is About Help not Hype, was #3 on the New York Times business best seller list, and a runaway #1 Amazon best seller.

Jay speaks approximately 60 times per year world-wide, often with lessons about how businesspeople can use today’s shifts in technology and consumer expectation to gain or keep more customers.

Show Highlights:

  • 80% of businesses say they provide superior customer service. 8% of their customers agree. @JayBaer
  • You need to respond to every customer on every channel every time. @JayBaer
  • Businesses focus too much time on customer acquisition and not enough time focusing on the customers they’ve already earned. @JayBaer
  • 30% of customer complaints are never answered or responded to. @JayBaer
  • Customer service is becoming a spectators sport. People can see when you don’t respond to complaints online. @JayBaer
  • We need to stop answering customers only in the channels we are comfortable with, and start answering customers on the channels they actually prefer. @JayBaer
  • Customer service is the new marketing. @JayBaer
  • Only 47% of the people who complain on social media expect a business to get back to them at all.
  • Hug your onstage, online haters. Answer their complaints. It will blow their mind and win their heart. @JayBaer
  • You may not be able to out work your competition, but you can out love your competition. @JayBaer
  • The most overrated thing in the world is praise. @JayBaer
  • Inside every complaint is a kernel of truth and an opportunity to get better. @JayBaer
  • Haters are our most important customers, but we treat them like our least important customer. @JayBaer
  • Social media doesn’t create negativity, it’s just puts a magnifying glass against it. @JayBaer

 

To learn more about Jay, visit his website JayBaer.com.

If this podcast hit home with you and you want to hear more, listen to my extended interview with Jay. Simply email rorypodcast@gmail.com and put your first name in the subject line and hit send! The extended interview will be sent you!

The Daily Discipline show is a weekly podcast that Rory Vaden of Southwestern Consulting™ hosts every Wednesday, which is regularly in the Top 25 of Business News Podcasts and has listeners from all around the world. The show shares “insights and inspiration for movers and shakers in the world of business”™. Each week Rory shares ideas on how to increase your self-discipline and make better use of your time to help you achieve your goals in life. He also interviews one very special expert guest and thought leader every week. Subscribe on iTunes and please leave a rating and review!

Rusty Shelton and Barbara Henricks: Mastering the New Media Landscape – Episode 132 of the Daily Discipline Podcast

Rusty-Shelton-headshotRusty Shelton –  first spoke at Harvard on the changing world of PR and marketing at the age of 23. Today, as CEO of Shelton Interactive, he leads one of the country’s fastest-growing digital marketing and PR agencies. Founded in 2010, Shelton Interactive features a unique and forward-thinking communications model that integrates PR, social media, graphic design, website development, and SEO—services that are normally handled by multiple agencies—under one roof. The company has launched more than 30 New York Times and Wall Street Journal bestsellers.

barbara_henricksBarbara Henricks –  is president of Cave Henricks Communications, a full service media relations and consulting firm, specializing in book publicity, media strategy for thought leaders, and platform development. Barbara has spearheaded campaigns for some of the biggest names in business today, including Jack Welch, Tom Rath, Ram Charan, Larry Bossidy, Maria Bartiromo, Clay Christensen, and Marcus Buckingham. A former journalist at NBC, Henricks has represented over 40 bestsellers during her publishing career.

Show Highlights:

  • Every individual and brand is a media outlet whether they realize it or not. @RustyShelton
  • Traditional media is being heavily challenged more and more by new media every single day. @barbarahenricks
  • There are no gatekeepers in media anymore. Making a noisy online world, now deafening. @barbarahenricks
  • There is a massive opportunity to communicate and interact with anyone now, but few people know how to do this well. @barbarahenricks
  • Do you own your real estate online or is it on rented property? @RustyShelton
  • There are three types of media: Owned, Earned and Rented @RustyShelton
  • When you own your media, you can leverage that to get access to your audience any time you want to. @RustyShelton
  • Social media is rented real estate. It’s relevant and needed – but not totally controlled by you. @RustyShelton
  • Micro media allows you to make constant impressions and manage strong relationships with your audience. @barbarahenricks
  • Twitter and LinkedIn are the two most used and relevant platforms for sales people. @RustyShelton
  • The power of perception for sales people is key because they should be seen as a person of authority in their industry. @RustyShelton
  • How easy are you to find online? If you aren’t discoverable, how can you expect to grow an audience? @barbarahenricks
  • Never sacrifice your credibility. Always be accurate and always be authentic. @barbarahenricks
  • The more connection to your audience that you own (email list, subscribers, etc.) the more leverage you have over the long term. @RustyShelton

 

To learn more and purchase Barbara and Rusty’s new book, Mastering the New Media Landscape, click here.

The Daily Discipline show is a weekly podcast that Rory Vaden of Southwestern Consulting™ hosts every Wednesday, which is regularly in the Top 25 of Business News Podcasts and has listeners from all around the world. The show shares “insights and inspiration for movers and shakers in the world of business”™. Each week Rory shares ideas on how to increase your self-discipline and make better use of your time to help you achieve your goals in life. He also interviews one very special expert guest and thought leader every week. Subscribe on iTunes and please leave a rating and review!