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Think About Your Brand as a Movement

Meet the brands growing insanely fast using this marketing tactic…

 

 

The Best Advice I Got on Building a Brand

I met Russell Brunson in Las Vegas in 2008 at a small business event where he was talking about how digital marketing works online.

While I could tell that he knew what he was talking about, what I didn’t know at the time, was that he was about to build a $360 million company (called ClickFunnels), deploying the lessons he was sharing at the event I was attending.

 

The Sass Company That Created a Movement

One of the many things that made ClickFunnels successful is that rather than promoting their software subscription, they intentionally created a movement for their customers to follow instead.

ClickFunnels is a software that enables entrepreneurs to sell and promote products in an easy to manage platform anyone can use without needing a developer.

Basically, it’s just a landing page builder. But what’s weird is that over a million people follow them online, wear their T-Shirts, and are in love with the company.

Because instead of promoting their company they invite people to join their movement teaching people how to grow their business and change their lives instead.

 

 

 

 

 

 

 

 

 

 

 

 

 

Inside Expert Secrets

Russell detailed the entire process in his book for anyone interested in copying the model.

If you haven’t read his book, Expert Secrets by Russell Brunson, then you need to stop what you’re doing and order it now.

It’s one of the most informative books on marketing I’ve ever read.

The UnderGround Marketing Playbook 

Expert Secrets is the underground playbook for creating a mass movement of people who will pay for your advice.

Brunson outlines a comprehensive guide on how to become the expert in your niche and build a tribe of loyal followers who resonate with your message and ultimately buy your products.

Russell believes that you can make money when you challenge yourself to help others in the biggest way possible, and why it’s beneficial to create future opportunities for people to join in on (ie, a mass movement).

You’ll get plenty of examples and stories illustrating how he created his own loyal following that turned ClickFunnels into a $360 million business.

 

 

One of the biggest takeaways of the book is knowing what and how to communicate your message in a way people want to take part in your success.

The most successful brands communicate their mission as mass movements of change or something you can join and be apart of.

 

This is a Game Changer if You’re Building a Brand

To start building a mass movement, begin by thinking about how you can help the most people overcome the challenges of selling a product versus selling a service.

It’s a game changer for thinking about how we communicate our marketing message.

 

Take it from the Steve Jobs who created a movement with Apple when he started a computer company in the 90s:

“To me, marketing is about values.

This is an extremely complicated world; this is a very noisy world; and we’re not going to get a chance to get people to remember much about us or about our company,

so you have to be really clear on what you want others to know about you and your company.”

 

 

 

Focus on What You Believe in

Talking about features and costs or how your company beats the competition is not the right approach.

The dairy industry tried for 20 years to convince you that milk was good for you.

Sales continuously declined for 20 years.

Then, they launched the “Got Milk” campaign, which didn’t even mention the product.

In fact, it actually focused on the absence of the product.

 

 

Apple is Committed to Passion

“To me, the best brand that tells a story is Nike.

Nike sells a commodity. They sell shoes. Or so you would think.

But in their ads, they never talk about their shoes, nor the soles, nor why they’re better than Reebok.

What does Nike do in their advertising? They honor great athletes. That’s who they are and what they care about.

At Apple, people want to know what we stand for. Apple’s core value is that we believe people with passion can change the world forever.”

– Steve Jobs

Elevate Your Customer

Remember when RedBull spent $65 million to produce one video so we could watch someone skydive 24 miles from outer space?

 

 

 

Felix Baumgartner became the first human being to break the sound barrier when the energy drink company sponsored the stunt.

 

But why would they do that?

They don’t sell their product. They sell stories of what’s possible.

Red Bull doesn’t rely on advertising. They have been creating a movement to inspire people.

They promote stories of people breaking the limits of what’s possible. It’s not a gimmick.

They don’t spend time explaining the benefits of their product and why you should buy from them.

They tell stories of what’s possible. They are leading a movement that people want to follow.

 

What Does Your Brand Actually Stand For?

RedBull doesn’t position themselves as a beverage company.

They are a peak performance movement that happens to sell five billion cans of their product to customers every year. They don’t create content for “why” to buy from them.

They sell passion, they sell energy, and they promote content from peak performing athletes.

So, when you’re at a store ready to buy an energy drink, you “choose the one that gives you wings!”

 

Attract Customers Like RedBull

The founder of RedBull has a net worth of $19.5 billion and is ranked #53 on the Forbes list of richest people.

He created a movement for consumers to follow.

He became the richest man in Austria and is easily the most famous individual to come out of his country since Arnold Schwarzenegger became Mr. Olympia.

 

 

 

How Did He Do It?

He knew that to attract the most customers, he would have to think unlike anyone in the beverage industry.

He focused on building a movement that would rally people together with a common purpose for a common result.

RedBull no longer competes on speed, quality, and price.

Their community or “tribe” is comprised of the most driven people on planet earth.

The product is just caffeinated water, but what they sell and promote is actually peak performance.

The more we make the customer the hero of our brands, the more likely they are to join our following and the more likely they will want to buy from us.

 

Make Passion Your Product (Even If You Sell Insurance)

Okay but would a more relatable business do this?

How would an insurance company create a mass movement?

Patrick Bet-David, an Iranian born entrepreneur and founder of PHP Agency turned the financial world upside down when he set out on a mission to save the insurance industry from their own up-tight self-destruction.

How does one make an insurance company “cool” to work with?

By creating a movement of change instead.

Instead of fitting into an industry that lacks consumer excitement, Bet-David redefined the customers’ expectations about his insurance company.

 

 

Meet The People Helping People (PHP Agency

He founded PHP in 2009 at the height of the recession.

In addition to launching PHP, he also launched one of the most viewed shows on YouTube with over 2,000,000 subscribers, called Valuetainment.

Their show has around 3 million subs and they are putting out high volumes of insanely valuable content to help other business owners. One of their original videos went viral with over 23 million views.

 

WATCH THIS:

 

The popular YouTube show, has a cult-like following, by helping other entrepreneurs grow their business.

By sharing his passion for building businesses, he was able to create a community of like-minded business builders.

Passionate entrepreneurship is his mantra for their show, company, and community. He didn’t simply launch a YouTube show.

He created a movement for people to follow and redefined how business leaders should communicate.

Bet-David doesn’t sell insurance through his content. He celebrates, encourages, teaches, and inspires other people to grow their businesses.

His team intensely shares valuable, in depth insights, and encouragement to continuously grow. They’re an example that nothing is impossible.

 

 

 

Invest In Your Audience

His company invests time to inform and inspire other people. This is why his followers are loyal and love Valuetainment.

He turned what he learned into four bestselling books and gained a ridiculously large digital audience.

Now, Valuetainment is a leading voice of business information online. They interview everyone including celebrities, pro-athletes, Mafia bosses, and the most interesting people who have endless passion to achieve the life of their dreams.

Patrick became a multi-published author, global speaker and internet celebrity by focusing on how to deliver content to other people who share a similar passion for running and growing businesses.

Thus, turning his passion into a movement worth following.

 

Even Hotel Brands Are Doing This

Marriott is known for serving those who love adventure.

After launching a successful blog from their chairman, Marriott International learned the power of pivoting their marketing strategy to approach people based on their passion for travel and love for adventure.

Upon recognizing its success, Marriott shifted to become a full media publisher and invested in a team of storytellers to produce and launch their own TV show, “ The Navigator Live,” a popular short film titled, “Two Bellmen,” and then ultimately, the “Marriott Traveler.

In turn, Marriott International became a mass media site that shares and promotes content for millions of travelers with a shared interest in culture and adventure.

 

“In 2018 alone, Marriott Traveler attracted 3 million unique visitors, a 78% increase from the previous year. Visits via Traveler increased visits to individual hotel landing pages by 80%, and revenue from hotel bookings skyrocketed to 200% compared to the previous year. These results certainly make a solid case for content marketing.”

                                                                                    – Inc. Magazine

 

 

 

Lead Your Movement to a Better Opportunity

As Russell Brunson proudly stated in Expert Secrets, everything is based on beliefs.

It’s easier to influence people to embrace the opportunities available to them when your beliefs are clear, compelling, and honest.

The best way to build a mass movement is our ability to promote what we believe.

Also, every movement needs a leader, which Brunson calls “The Attractive Character.”

 

Becoming the Attractive Character

And if you’re the CEO, it’s almost certainly going to have to be you!

Thinking through how you, the CEO, positions yourself as the “attractive character” may sound vain, but it’s not.

The attractive character of your company is not about looking cool and popular. Its purpose is to provide the platform to explain your story in a “why” (or with reasoning) that communicates directly to your audience to prove that you understand what they care about in their interests.

Honest and authentic connections are key to the success of these types of initiatives. Consumers want to know you are a real human being and that you struggle through the same issues.

 

Share Your Experiences

Sharing both positive and negative experiences is a good approach to connect closely with your ideal customer base. Be open and share topics similar to these:

  • Articulate the frustration you experience
  • Share the approach and outcome about the wall you ran into when you confronted your industry to address the “elephant in the room”
  • Goals
  • Achievements

Ultimately, by opening the curtain to the inside of your company, you will convey truth.

With that truth, you will attract empathy, solidarity, and engagement.

 

 

Answer The Following Questions to Start Your Mass Movement

  1. How are you creating a new opportunity for them by providing them with the services, tools, resources, and information to help them achieve their goals?
  2. Which type of challenges did you face that allows you to help them prevent taking the same path?
  3. How can you convey that you are not like everyone who is trying to pitch them some service; that you are one of them

 

The Conclusion

The next time someone asks you what you do for a living, explain the outcomes you provide rather than what you sell.

As consumers, we need to really care about the ultimate outcome provided, not the process it takes to get there.

The attractive character is to explain the desired outcome people really want through the content they produce to help their customer overcome the conflict in their way.

Our job if we are to build a brand, is to take our customers on a journey.

Good luck!

For more information visit tylerhayzlett.com

 

 

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Best Practices Leadership Marketing Personal Development

Be a Brand Worth Following

The key to adapting to the digital economy…

 

 

Can We Put Digital Disruption to Bed?

Businesses have been worried about digital disruption since 1997 when Clayton M. Christensen popularized the word, “disruption” in his book The Innovator’s Dilemma: When New Technologies Cause Great Firms to Fail.

On one hand, Clayton was right.

Since publishing the book, 52% of companies on the Fortune 500 list cease to exist. However, it wasn’t the apocalypse everyone feared.

Companies for example didn’t just vanish leaving millions unemployed and unable to adapt to new tools and technology like a bunch of drooling luddites.

Rather, we retooled and slowly evolved to a changing landscape of running businesses in a post-digital economy.

 

In the last 12 months alone, most of us have had to find completely digital ways to doing business on zoom and digital meetings.

So it’s not that older companies cease to exist; they just ceased to exist doing business the old way.

We are in a never ending evolution to remain more relevant.

It’s also important to note that we’re also the same consumers who are choosing to work with the brands who are worth following and engaging over ones that stop innovating and finding new ways to make us happy.

 

Is Marketing Working?

The degree of disruption in businesses over the years has largely impacted how we communicate to the marketplace we serve.

The truth is businesses fail when we’re not creating the most compelling offer and message in our competitors’ spaces.

We’ve been tricking ourselves into the false belief that marketing isn’t working.

That would first imply that it ever was “working.” Since the beginning of time, marketing has only been a series of attempts at communicating our ideas.

 

 

Marketing at a crossroads to choose one of two paths.

Businesses can choose either the traditional path and continue renting audiences through ads or take the new path to publish content on desired networks.

On the promotional playing field, publishing free and value-added content is the name of the game.

For the past decade, we’ve been a bit selfish. The mistake we make in publishing content for ourselves is making the subject about our businesses, instead of focusing on the customers we want to attract and serve.

If we’re not publishing content that puts the customer first, then it’s just selfish. Consumers know it and leave it alone.

Having an audience is a privilege. It’s not about us anymore, it’s about them.

 

A Major Shift is Underway

Throughout the world, we see the simultaneous redefinition of the media and content industry and a reinvestment by many companies in media to produce their own content.

These major shifts won’t stop anytime soon; the single most important decision for businesses to make is to decide which game to play.

Do you continue to just buy ad and interrupt content or publish content to build and grow a community and scale a network?

 

 

This is the New Game Now

If businesses don’t contribute volumes of valuable content, it makes the effort almost downright impossible for customers to organically find businesses online.

17 new websites are added online every single second. Businesses competing only have no choice but to compete on volumes of content.

Obviously, if we’re truly looking to build awareness, convey quality and increase a healthy reputation, deciding to cut against the grain is not a recipe for success.

In today’s digital age, the customer experience begins online, and those brands that are easiest to find are the most helpful. The most creative brands get all of the attention.

 

Where Does Your Company Fall in This Space?

Today, the people and businesses that are capturing customer attention online are those communicating the clearest message. Additionally, they have the greatest plan to guide their audience to the solutions they solve, which leads to increased launches of digital movements.

  • Help Scout reports that 74% of people are likely to switch brands if they find the purchasing process too difficult.
  • And 51% of customers will never do business with a company again after a negative interaction.

For more information visit tylerhayzlett.com

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Marketing Personal Development

Best Practices When Writing a Blog Post

Blog

When it comes to a blog (or blogging), you will hear the phrase “content is king” a lot. They are referring to the fact that people frequently search for content online. Thus, by having your own content online, they are suggesting that people would…

  • Find your content.
  • Consume your content.
  • Discover your business.

Google, of course, influences this because their search engine algorithms focus on content, and they give preference to people creating that content. In other words, they have an insatiable need for content. Without it, searching online wouldn’t be as fruitful.

Thus, content is king…

However, simply putting content into the digital landscape is not enough. In fact, it is a colossal waste of time without a strategy. In order to be discovered, the content must be structured so that the search engines, like Google, can recognize your content as valuable and serve it up to the people searching. This structuring is called Search Engine Optimization (SEO).

There are many parts to SEO, but in this article, I will focus on the blog post itself. These are best practices that must be followed consistently in order to increase the likelihood of your blogs being discovered online. So here they are…

Keyword or Key Phrase

You need to have a keyword or keyphrase chosen even before you write the blog. If you don’t do that, you’ll find yourself having to rewrite your blog post to meet the parameters of your keyword or key phrase.

That being a fact, I highly suggest that you first come up with the subject matter you want to write about. Then do your keyword research as the very next step. Once the keywords are decided on, you may write the blog entry with those keywords or phrases in mind.

When you write the article, the keyword or key phrase must be in the…

  • Title of the article.
  • Very first sentence.
  • Body of the article (2-5 times depending on the size of the article).
  • One or more of the subheadings.

Blog Subheadings

For ease of reading, break up the body of your blog content with subheadings. The idea is to give the reader breaks on the page. So it’s good to have a subheading for every 250 words.

Readability

Once again, it’s best to stay at a 4th-grade reading level and shorter sentences for the ease of reading. This one trips up many writers out there because they would prefer to write at a higher level to look smart. What they are missing is that to keep a reader engaged, writing on a lower reading level is a good idea.

There are exceptions to this rule. If you’re a scientist or a doctor, you will naturally have to write at a higher reading level. Forcing your writing to a lower reading level would only be allowing the ‘tail to wag the dog’ and come off inauthentic. Use your best judgment here. Know your audience.

Active Sentences

There are both active (i.e. ‘you will’) and passive (i.e. ‘you could’) types of sentences. Having your writing be far more active than passive will allow your written voice to be seen as having more confidence. That confidence will gain the trust of the reader.

Hyperlinks

Linking is an important part of blogging because that’s what ties content together online. Those ties help the Google algorithms recognize the content (if it’s structured correctly) as your web of content builds over time.

At a minimum, you will want to link to something internally (i.e., your own web page and/or an anchor post) and to something externally (referencing someone else’s content).

Alt-Text

Always make sure to add a relevant image so that it breaks up the reading for the viewer. It’s also important to make sure you add the keyword or key phrase to the Alt-Text of the image. This is just another part of the keyword building blocks.

Call-To-Action

Lastly, you should always include a single call-to-action on each post so that people can continue down their digital journey with you.

As you can see, there’s way more to a blog post than people will let on. So the next time somebody wants to tell you “Content is King,” understand that there’s more to the story.

For a free digital assessment, head over to KakVarley.com

We’ll see you back here next time! Thanks so much, and have a great day!

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Best Practices Biography and History Entrepreneurship Marketing Personal Development

The Rise and Fall of Book Publishing – The Untold Story of Amazon.com

The state of book publishing is complicated

 

 

The Rise of Book Publishing

The book industry hit a major milestone they never bothered mentioning to anyone.

Between 2012 to now, self-published book titles have grown 156%.

 

In a report published by Bowker.com in late 2018:

“Self-publishing grew at a rate of more than 28% in 2017 and is still climbing.

In 2018 alone, book titles grew from 786,935 to 1,009,188, surpassing the million mark for the first time in human history!”

 

Then why isn’t anyone celebrating?

It’s never been easier and more affordable to publish a book to share our knowledge with the world.

Mass printers can get book costs down to $1-$3 per book.

On-demand printers that most independent authors use can get costs around $6-$7 per book before adding the author markup.

 

This Is a Good Thing Right?

We have more legit subject experts than any time in human history.

This is the single greatest achievement in book publishing since Gutenberg invented the printing press in 1454, over 500 years ago!

 

The reason no one wants to talk about this is that there’s a dirty little secret in book publishing…

 

 

A majority of books don’t actually make any money.

Seriously, it’s true.

With the introduction of e-commerce, authors can no longer rely on traditional retail, especially with the demise of brick-and-mortar bookstores.

Publishers Weekly is an American trade magazine which has been providing industry insights to publishers, librarians, booksellers and literary agents since 1872.

The industry has been keeping the sales numbers close to their chest for awhile now…

 

Book Sales By The Numbers:

Recent reports indicate that the average independent or self-published author will sell less than 250 books.

The average published author will sell less than 2,000 books, and only 62 out of 1,000 book titles will sell over 5,000 copies in its lifetime.

And someone you’ve heard of took notice a few years back.

 

The Birth of Amazon

Very few people would have guessed the quiet introvert who worked at the local McDonalds in high school would one day become the world’s most successful and wealthiest man to walk the planet.

A guy who’s  personal net worth surpasses the GDP of over 125 countries.

The $126 billion dollar man by the name of Jeff Bezos started Amazon in 1996 with the wild idea to sell books online.

Bezos started Amazon with the brand promise as “the world’s largest bookstore.”

 

In the Beginning it Was Just An Idea

Amazon started in 1994, when at the age of 30, Jeff quit a high paying job at a quantitative hedge fund company on Wall Street to pursue a life-long love of computers.

No one knew he would become one of the early pioneers of the internet.

 

At that time, Bezos and a handful of others were watching internet usage skyrocket at a rate of 2300%. He had to get involved.

Bezos relocated to Seattle with nothing other than an interest to start an online business.

In June of that same year, Jeff came up with arguably the lamest name for a business in the history of the human race, “Cadabra Inc.”

…Yes, like “Abracadabra.”

He then pivoted to “relentless” for about a day, until friends convinced him otherwise.

 

He ultimately landed on the name “Amazon” reportedly for two reasons:

  1. To suggest the immense scale he was hoping to eventually accomplish; “Earth’s Largest Bookstore” (which is what Amazon was in the very beginning)
  2. Back then, website listings were often alphabetical, so he wanted something that started with the letter “a,” which was a straight-up marketing strategy from the Yellow Pages era.

 

The Vision Grew and So Did Bezos’s Ambition

The vision for the company was to be the “largest bookstore in the world.”

Building an online bookstore wasn’t exactly a grand master chess decision. However, it made sense at the time because there were three million active book titles in circulation.

 

These numbers have only increased since.

Major bookstores could only hold a max of 150,000 titles in retail locations.

While that’s an impressively large volume to logistically support at retail level, there was still no way for most bookstores to profitably sell more books that were growing ever more niche in nature.

 

 

 

 

 

 

 

 

 

Thus, traditional bookstores couldn’t keep up with the large and growing circulation.

In addition, books were a relatively low price-point, the perfect combination for an e-commerce play. Therefore, the founding idea was a universal selection of books.

A literal “online library.” But the idea needed funding.

 

The Idea Needed Seed Funding

With the concept in place, Bezos raised seed capital to turn his idea into a working model.

Like everyone raising money does at first, he turned to friends and family to borrow money. The initial $250,000 investment from his parents to start Amazon.

When explaining the concept of his internet store to his father his dad asked Jeff, “What actually is the “internet?”

…Clearly, they were not betting on an ROI from the internet. They were betting on their son, Jeff, a powerful vote of confidence, in their willingness to invest in his judgment and ability to make something out of nothing.

Jeff raised another $1M from 20 additional initial investors who each contributed $50K for shared equity of 20% in the business.

 

 

 

Bezos Launched Amazon From His Garage

Well technically the garage part is in mostly a myth. But close enough, he launched from his new home in Bellevue, Washington.Fluid Concepts And Creative Analogies: Computer Models Of The Fundamental Mechanisms Of Thought: Hofstadter, Douglas R.: 9780465024759: Amazon.com: Books

In 1996, Amazon sold their first book and quite possibly the most boring name and niche book of all time.

It was E. Douglas Hofstadter’s, Fluid Concepts and Creative Analogies, Computer Models of the Fundamental Mechanisms of Thought,

…How’s that for a title?

Two months later, Jeff was selling books to all 50 states in the US and 45 countries worldwide with weekly sales up to $20,000.

 

Amazon Expanded Out of Book Sales

By October, that same year, he announced his decision to take the company public. Amazon swelled to 11 employees, and the company started expanding outside of book sales into music and videos.

Wondering what to sell next, the small team emailed 1,000 randomly selected customers for what they would like to see Amazon sell outside of books.

The results were interesting and surprised everyone working for the e-commerce startup.

What the customers wanted was the most randomness of anything happened to need or desire in that very moment including obscure things like windshield wiper blades.

That was the feedback the team needed. This was no longer a book play. This consumer feedback changed the world as we know it.

At that point, Bezos realized the true potential for Amazon.

 

From Selling Books to Selling…Anything They Wanted

They were going to fulfill and deliver every purchase of any product their customers wanted right to their front door, including front doors from door manufacturers.

The doors literally flooded opened with orders of the most common and most obtuse products. Amazon was in a dead sprint to connect their customers with EVERYTHING their shopping cart hearts desired.

 

When Amazon’s Success Threatened the Status Quo

The following year, in May of 1997, the company issued their first stock option valued at $18 per share. Today, the stock price is over $2,000 per share.

They were well on their way to becoming a major player.

However, business is business, and the excitement was met with resistance from the industry when Barnes & Noble sued the new company over their slogan claiming to be the “largest bookstore on the planet” when they didn’t in fact have a physical store.

Their case was that Amazon was not a bookstore rather they were a “book broker.”

While they were technically correct, Amazon is a broker, and Amazon eventually settled the claim out of court.

What the retailer, and others to this day, would soon come to learn, is that to us, the consumers, brick and mortar bookstores were also “just brokers.”

 

We’re All “Just Brokers” Now

At it turns out, people prefer to order products from the comfort of their own homes rather than venture out to do all the tedious brokering themselves for products in massive retail locations.

To think we should somehow value going into a retail store over having whatever we want delivered to our front door for FREE SHIPPING, is absolutely ridiculous.

Convenient e-commerce shopping and delivery has been the driving force behind why more than 9,300 retail stores closed their doors in 2019 and more since, as the retail apocalypse peaked.

 

BARNES & NOBLE RETAIL CASE STUDY

In 1996, Amazon became a major threat to bookstores with $16 Million in sales.

Barnes and Noble took in $2 Billion that same year.

Today, Amazon controls half of the entire print book marketplace, while B&N has only one-fifth remaining. Amazon’s sales jumped to 84% for e-book sales, while B&N held at 2%. Amazon’s e-commerce revenue is around $1 Trillion in market cap while B&N has dropped to $475 Million, a .05% of Amazon’s revenue.

 

Today, people claim Amazon is the biggest threat to retailers

But in my humble opinion, retail disruption wasn’t Amazon’s fault. Amazon was simply the first company to offer the first online retail experience; and consumers have accepted the alternate shopping experience and prefer the convenience of it!

Amazon capitalized on the way people prefer to shop today.

The customer is not always right, but they have options for how they prefer to consume products now.

By 2010, Kindle sales exceeded print sales for the first time in the history of the company.

 

Amazon didn’t kill the book publishing industry!

The consumer did when we made a choice to add a premium on preferred digital consumption.

At the start, Amazon employed a handful of workers.

Growth accelerated at lightspeed with 30,000 employees in 2010, exceeding 750,000 employees today; not too shabby considering when he started, Bezos hoped that at one point, Amazon would be large enough to purchase a forklift for the warehouse.

 

In 2013, Amazon’s site went down for 45 minutes, and the company lost out on $5.7 million in revenue!

Since 2014, Cyber Monday has been the “online Black Friday” post-Thanksgiving holiday online shopping day. History was made, again. Analytics showed Amazon sold over 300 products per second on the first Cyber Monday.

Bezos can now afford to buy 105 million forklifts. Just saying…

 

Bezos made a fortune by building the most efficient platform of the era by focusing on one core principle…

 

“Give the customer what they want. The way they want it.”

This is the advice marketers should wisely and carefully consider.

People don’t buy most books because most people don’t want to consume them in the manner they are offered.

In today’s media world, when the consumer can consume limitless amounts of content on their own terms and devices, they have many other avenues for consuming the information they want.

Often times on platforms that make it easier to consume the information like YouTube and Podcasts.

For more information visit tylerhayzlett.com

 

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Best Practices Biography and History Culture Economics Entrepreneurship Industries Marketing Personal Development

The Rise of People as Brands

Today, anyone can create a platform around anything they love…

 

 

The Rise of The Services Industry

In the 1970s, the US economy moved from a manufacturing-based economy to a service-based information economy.

Today, the service business in the US alone, represents 85% of the US private sector.

As service businesses emerged, the “brand promise” transferred from product quality to a specialized knowledge expertise and skillset.

 

Thus Gave Rise to The Knowledge Business

Business between the 70s and 80s used to be called the “Knowledge Industry”. 

That was soon forgotten in the 90s when the internet was born. The information era came with a new way of delivering information. The world wide web.

 

 

The Knowledge Business was about to become a global business endeavor and competition started to heat up.

 

The Rise of Individuals As Brands

In a 1997 Fast Company article,  Tom Peters sparked a phenomenon when he publicly acknowledged for the first time that developing individual personal brands is a necessity for businesses to compete in a cut-throat digital economy.

The key to getting ahead was then linked to your ability to establish a personal equivalent of the Nike swoosh.

The conclusion: “It’s that simple, that hard, and that inescapable.”

 

 

Fast forward almost 25 years. Peters and his original article still remain a leading authority on the topic.

But now, because anyone can be positioned as an expert, everyone is.

 

 

“The Brand Called “YOU.” You Can’t Move Up if You Don’t Stand Out.”

 

The Rise of Thought Leaders

In case you haven’t noticed, there’s a growing rate of increased competition for subject matter experts and ideas.

With so many “experts” right now, how will B2B businesses differentiate themselves to their desired customer in an era when everyone is a consultant, speaker, author, and coach?

How will we find customers in such a crowded space?

The good news is that demand for information is at an all-time high. The bad news?

The rapidly increasing supply of on-demand content. It’s definitely becoming difficult to stand out from the crowded room of other experts.

 

Based on a simple LinkedIn search using titles, there are:

  • 22 million consultants
  • 12 million authors
  • 6 million experts
  • 300,000 coaches
  • 300,000 trainers
  • 40,000 speakers
  • 6 Million Experts

 

The Rise of Coaches

6,109,719 people identified themselves as “experts.” There’s an expert on every topic!

Consultants surpassed experts with a whopping 22,009,581 million results.

Fortunately, if anyone desires to be coached, they will only be able to find the best fit by searching and meeting with the 5,904.507 available to assist you.

Even celebrities are coaches. For instance, Gwen Stefani identifies as a “music coach” because she is a judge on “The Voice,” a television show that evaluates musicians for the “next big star.”

 

 

The Rise of Media Brands

Today, every person and business has access to the same distribution tools as the largest publishers and media networks.

Today, anyone can create a brand reputation on any topic.

While it may appear that the rise of people as brands is a relatively new phenomenon, in reality it has been a 50-year overnight development in the making.

For more information visit tylerhayzlett.com

 

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Best Practices Entrepreneurship Leadership Marketing Personal Development

The Buyer Is In Control. Does Your Marketing Reflect That?

Want to Hear About a Marketing Lesson Worth $883 Million?

 

 

The buyer is in control, but we’re still marketing as if that’s not true…

 

Mike Volpe was the original CMO of HubSpot, a leading tech platform for marketers.

He had been with HubSpot since he was their fifth employee. Volpe helped scale the company from 12 beta users to 1,000 employees generating $150M in revenue with a successful IPO leading to a $1.78 market cap.

Today, they’re valued at over $883M.

How did they do it? In part, they created content to attract and add value to their ideal client marketing companies.

Mike focused on creating content to help other marketers be successful.

 

By teaching potential customers how to be impactful in their messaging and marketing strategies, HubSpot became a tool, or resource, for best marketing practices taught by HubSpot.

The focused on teaching over selling.

 

 

“You don’t want to interrupt the content that people are trying to consume but be that content they want to consume. The buyer is in control, but you’re still marketing as if that’s not true.”

– Mike Volpe

 

Buyers Consume Information. Give It to Them!

If you weren’t reading this right now, you would be consuming information somewhere else.

Do you know how much time the average person is consuming information online today? Over 11 hours each day — that’s how much time.

US adults are spending more than 11 hours a day on average, or about two-thirds of their waking time, consuming media information.

Peter Katsingris, who led the report at Nielsen, attributed the rise of online streaming services due to the fact that it made it easier for consumers to tune in anywhere.

 

 

 

 

 

 

 

 

 

 

 

People don’t want to buy from us. They want information to make their lives more enjoyable.

Attention is what we want, and it’s certainly true that it’s becoming more difficult to get noticed.

Customers now have a new level of control over how, when, and where we’re permitted to attract their attention.

 

Why it Pays to Create Content For Your Business

Companies that put out 16 or more posts a month receive 3.5 times more traffic to their website than companies that post four or fewer posts per month.

According to the Content Marketing Institute, content marketing attracts three times the number of leads than outbound marketing and costs 62% less.

Small businesses with blogs get 126% more lead growth than businesses without them.

 

 

But 94% of B2B companies are doing some form of content marketing and yet ONLY 9% rate their efforts as highly successful.

The truth is marketers have become more fixated on HOW to promote than WHAT consumers actually want or care about.

Ask most people what they think about marketing, and they will tell you it’s an ad or some form of promotion.

That’s where marketing has a slight marketing problem.

In the real-world, marketing is just the process of building relationships and satisfying customers. Customers who understand their buying power know they have many options.

 

 

The brands who win more customers are the ones who put their customers’ needs ahead of their desire to sell more stuff.

Promoting ads that don’t have a customer acquisition strategy is like throwing good money out the window.

Once we’ve nailed our audience’s interests there’s no shortage of tools to reach them.

For more information visit tylerhayzlett.com

 

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Best Practices Entrepreneurship Management Marketing Personal Development Technology

Why is Nobody Talking About This?

 

Every Business Struggles With This!

 

 

Everyone Has a Marketing Problem

Hands up if you’re a business owner concerned about the growth of your business?

Now keep your hand up if you’re struggling to put together a plan to grow in today’s digital economy?

 

 

If your hand’s still up, you’re not alone.

In fact you’re actually in good company. Surprisingly half of B2B companies are approaching digital without any strategy whatsoever.

 

Why Is No One Talking About This?

It’s the fact that almost EVERY single one of us is struggling to get up to speed with digital marketing.

Not even just the strategy part, like actually getting online.

 

 

Did you know, that only 64% of small businesses actually even have a website?

Not shitting you I heard this and had to look it up for myself (here) and it baffles me!

Could you imagine? Thats like Guttenberg inventing the printing press and the Catholic church saying, “nah we’re good. We’re gunna keep on hand writing the bible thanks.”

WTF?

The internet is the biggest revolution in human communication technology and a ton of us are not taking advantage of it!

Before We Put 2020 in the Rearview

Before we put 2020 in the rearview and wave goodbye to the complexity of running a business during a global pandemic, there’s one lesson that stood out like a sore thumb…

 

 

We Need a Digital Roadmap

Thinking we will grow in today’s digital environment without a plan is like trying to drive from Dallas to Seattle without directions.

2020 offered a really interesting glimpse of what doing business in the future looks like. It’s completely digital.

We all need a game plan to amplify our success.

We’ve been dancing around this issue for a decade. How to leverage the internet to grow our business?

I don’t know about you, but I don’t intend to be the next Block Buster.

 

Let’s Netflix This Baby!

Having a plan to engage an audience, create awareness, and convert new business on digital platforms has now become mission critical for businesses moving forward.

 

 

And it’s about time we get after it.

Take Advantage of New Media!

Take advantage of new media.

Im gunna skip the part about the importance of having a website and assume YOU have one. Good job!

Now you need to get people to it…that’s where traffic come in.

Here’s the thing about traffic. You don’t create it. It already exists. That’s what the internet is.

Your job is to get peoples’ attention and convert traffic.

 

Publish Content Your Audience Actually Likes

There’s a number of ways of creating content to add value to the network your building .

 

Launch a Podcast: 

It’s not as hard as you think. We covered how to Start a Successful Podcast For Your Business  podcast in this article that outlines everything you will need to know to get started.

 

 

Start a YouTube Channel

YouTube is’nt for the youngsters anymore. It’s a massive platform of people looking to discover informational content.

 

 

Take a look for yourself, heres an example of Patric Bet-David’s Valuetainment channel (home to 3 million subscribers) that creates content for entrepreneurs.

 

Get Active On Social Media

Over 80% of all content that gets consumed is discovered and shared on social media platforms.

So…share your content on them.

 

Consumers Can Access Anything Almost Anywhere

Consumers today expect to receive a B2C content experience.

Meaning they expect the content you produce to be for them, not your sales quota.

So just be sure to make your content personal, like-able, and shareable.

When consumers can consume limitless amounts of content on their own terms and devices, the battle for their attention is the new game.

Creating content they will actually like is the finish line.

 

 

Learn 5 ways C-Suite Media can help you publish content like a pro. Click here.

 

For more information visit tylerhayzlett.com

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Best Practices Economics Entrepreneurship Leadership Marketing Personal Development

Welcome to the Media Economy

A Marketing Lesson From a Media Mogul

 

 

This Leveled the Playing Field

In 2006, Conde Nast purchased Wired Magazine for $25 million.

Later that year, one of the original founders of the magazine, John Battelle, was recognized as being one of the first media moguls to point out the fact, that for the first time in history, there’s absolutely nothing stopping brands from actually becoming media companies.

The emergence of digital communication platforms has enabled brands to attract customers seeking information online by creating content that educates, informs, and inspires communities to support their mission.

Own Versus Rent

In the past, brands had to pay publishers like Wired and others, to advertise to a specific audience they wanted to reach in their industry publications, magazines, newspapers, TV programs, and trade shows.

Until now we had to rent consumer attention from publishers.

Today, we can build our own. All of the tools to create an audience for our businesses are everywhere.

Playing the Long Game

The long game is building a digital audience for our businesses.

We now have the ability to build an online following of people who share similar interests and passions.

Today, there’s nothing stopping us from becoming the publishers for the audiences we aim to serve.

But What’s the Catch?

Unfortunately, when consumers can choose from limitless amounts of content, on their own terms and on their own devices, the battle for their attention becomes the obstacle.

 

 

Over time, companies have recognized these developments and we’re all reaching the same conclusion.

We all are in the media business now…

Ready or not, we’re all in the media business. We just happen to be selling products and services.

This Changes Everything…

In the past businesses only competed against 3 differentiating factors; Speed, quality, and price.

Businesses today are competing on a 4th factor, getting customers to follow their content.

Moving forward, the success for most businesses will be judged on their ability to create engaging content.

 

 

If you need a place to build content for your B2b brand go to C-Suite.Media to learn 5 ways to take your digital influence to the next level.

For more information visit tylerhayzlett.com

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Best Practices Leadership Marketing Skills

WATCH, “Every Single One of You Is a Media Company”

Having Marketing Troubles? WATCH THIS!

 

 

“Why every single one of you is a media company”

Gary Vaynerchuck, the CEO and founder of Vayner Media spoke at our C-Suite Network Leadership Summit in Huston in 2014.

What he said back then is even more strikingly relevant in 2021.

Because he explained exactly how to be successful in today’s crowded digital jungle.

And that has something to do with creating content. Like a media company.

Let me explain…

 

The Rise of Media Brands

In order to be successful online, Gary said that every single one of us are now media brands.

Because the internet is the marketplace we’re competing on now and that requires us to think and act like media businesses.

As Gary said: “producing content is now the BASELINE, for all brands and companies.

If we don’t produce content for consumers, we don’t exist to them where they go to discover useful information related to our industries.

 

 

 

 

 

 

 

 

 

 

 

The New Media Game

The internet changed the way we communicate and discover new things.

We now search for information in browsers and search engines and content is what we expect to receive as consumers.

The process of created content for brands has presented obstacles and headaches no doubt.

But it has also unlocked a lot more opportunities for companies willing to put in the time and effort to create valuable content to inform their industries.

 

 

Benefits of Being a Media Brand

Companies and individuals who create content (just like a media company) will earn a few pretty cool things like:

  • Brand awareness
  • Lead generation
  • Website traffic

 

Benefits to NOT Being a Media Brand

And companies that fail to adapt will earn some not so cool things like:

  • Lack of new leads
  • No brand growth
  • No subject matter authority

I’m with with Gary on this.

If we’re not creating content and telling our stories online, we can’t expect to grow with it.

 

Skeptical? I like you… me too!

 

 

 

 

 

 

 

 

 

That’s why you shouldn’t take my word for it, take it from the guy that’s created a 800+ person agency creating amazing content for his audience.

And who has been saying this long before I caught onto it…

 

WATCH THIS:

 

Go be a positive voice for your industry!

Create and share content that adds value to the audience you serve.

 

Need help doing that? Head over here and learn the 5 ways C-Suite Media can help make the shift into creating your media brand.

For more information visit tylerhayzlett.com

 

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Best Practices Entrepreneurship Human Resources Investing Management Marketing Negotiations Sales Skills Women In Business

“How To Control Increasing Stress Better In A Negotiation” – Negotiation insight

“If stress were deeds, some people would never complete some actions.” -Greg Williams, The Master Negotiator & Body Language Expert (click to Tweet)         Click here to get the book!

 

“How To Control Increasing Stress Better In A Negotiation”

People don’t realize they’re always negotiating.

Depending on the stakes of negotiation, the level of stress can be high. And, unless you control it, it can become the source that destroys the negotiation. Thus, the better you contain the level of stress, yours and that of the other negotiator, the more in control you’ll be throughout the negotiation. The following is how to achieve that goal.

Click here for those insights!

Remember, you’re always negotiating!

 

Listen to Greg’s podcast at https://c-suitenetwork.com/radio/shows/greg-williams-the-master-negotiator-and-body-language-expert-podcast/

 

After reading this article, what are you thinking? I’d like to know. Reach me at Greg@TheMasterNegotiator.com

 

To receive Greg’s free “Negotiation Tip of the Week” and the “Negotiation Insight,” click here https://themasternegotiator.com/greg-williams/blog