Today’s Hack Entrepreneur guest has spent 20 years in digital marketing, consulting for more than 700 businesses during that time, including 30 of the Fortune 500. His current company – Persuasion and Conversion – is a fifth-million-dollar company that he built from scratch. Prior to his foray into digital marketing in 1994, he was a brand Bahamas Phone Number List marketer and had major roles with state, federal, and presidential campaigns as a political consultant. His second book , Yo utility: Why Smart Marketing is About Helping Not Hype , is No. 3 on the New York Times bestseller list. In this 31-minute episode of Hack’s Entrepreneur, hosts Jon Castor and Jay Bell discuss: The difference between help and sales How the goal is to limit you and your business Why your content must pass the ‘mom’ test How and why you need marketing for the market Why you ‘re a media company.
Turn on the Lights
One of the biggest problems I had when I started my business was in the dark all the time. I was very busy, and I didn’t think to turn on the lights and hide my head under the covers. Instead of thinking that the cost of a website is going to crush me and it starts to break down in my business, I start getting quotes from different website designers. I found out what my price really was and started packing money towards it. It’s a huge number – but it’s not an impossible, scary, ridiculous, go-to modulo it’s way in my head. In the dark you feel the horrible hell of everything. Once you turn on the lights, there may be a few things, big and scary, but they’re no longer creepy. They are just there. You can deal with them. There is nothing to be afraid of.
Hold Someone’s Hand
I can’t tell you how many times as clever as Sonia or Naomi or anyone else has told me, I should really work on my keywords or my links or my SEO, and all I can hear It is “the revelation is here, it has the knife”. We all learned when we were kids that scary things are so scary when you have someone else’s hand to hold. Going into the dark alone is a poor strategy. So I got her on the phone and she held me in her arms through every step I needed. She said things like, “We’re almost there. It’s a lot less scary than trying to wrestle all by yourself with dummies who have written six books and a 20-part audio series. The next time you’re faced with a big business decision you know nothing about, let someone else hold your hand.