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PROFITABLE CONNECTIONS
May 2024
NETWORKING WITHOUT THE COMMUTE Podcasting’s Role in Relationship Building
Many entrepreneurs and business owners feel they need to spend significant amounts of time, money, and energy to network and develop their businesses. By attending events they think are crucial to building connections and traveling to as many as possible, attendees unnecessarily spend resources and quality time. You do not have to travel to meet new contacts and learn about your industry’s most recent trends and innovations; with podcasting, you can bring the experience of attending a trade show to your doorstep. Networking From Home The difference between hoping to make a connection at an event and guaranteeing the opportunity to meet someone virtually through a scheduled conversation is a no-brainer. A podcast offers a unique opportunity to build a lasting connection that benefits both you and your guest. Each episode is a one-on-one conversation with a relevant professional in your niche, where you learn valuable insights from one another. More Time for What Matters Skipping the travel circuit helps provide added flexibility when it comes to developing your business. In addition to making professional connections on a podcast, you can also connect with family and friends, even collaborating with them to create relatable and enjoyable content. Take, for instance, the excellent Odette D’Aniello’s “Celebrity Gourmet Podcast.” Odette runs Celebrity Cake Studio, and her confections are a feast for both the eyes and palate. On her show, she interviewed her daughter, and the two discussed their family legacy, their love of baking, and their bond. Not only did they create quality content, but they also spent
Sadly, not long after recording the episode, Mark’s father passed away. But they preserved that episode and the memory of making it forever, etching his father’s legacy in digital stone. Now, his family can enjoy the recording whenever they like, rekindling their loving memories of a great man. MAKING FRIENDS WHILE MAKING CONTENT We know firsthand that meeting new people and making new connections can be difficult while taking care of a family and running a business. Another great thing about podcasting is that it involves more than just building business relationships; it can also help you build personal relationships. We can attest to this fact: We have had guests on our podcasts who later became family friends. We have gone to guests’ weddings, and our families have even vacationed together! Podcasting not only helps you grow your business, but it also allows you to create invaluable connections and experiences that can benefit you throughout your life and career. If you’re looking for a rewarding way to build and nurture connections, whether with professionals or loved ones, contact us at 312-884-1197.
quality time together. Memories for Life
One of our amazing clients, Mark Hiddleson, featured his dad on his “Tao of Pizza” podcast. Through that episode, Mark shared his dad’s story, and the two of them were able to recount the lessons and experiences of a life well-lived to his listening audience.
–Dr. Jeremy Weisz & John Corcoran
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develop a message emphasizing how buying your product will solve their problems. Provide evidence and explanations whenever possible to bolster their trust. It shows you understand and relate to their issues. Remember, customers buy when they feel understood , not when they understand. Incorporate the ‘mere exposure effect’ into your marketing strategy. People tend to trust things that are familiar to them, including businesses. It’s not just an off-the-cuff theory: Humans are biologically programmed to like what they know. If they keep coming back to their internet haunts and notice your brand repeatedly, they’re more likely to trust you and convert. Keep pushing those ads; you’ll build a loyal clientele over time. Always do more. Businesses often get discouraged when they first look into social media marketing. They’ll make a daily post, a weekly video, or even a podcast to attract new leads without success. As a result, they might cut their budget or quit social media marketing altogether. However, they can always do more. They could post multiple times every day, make a daily video, or start using SEO more effectively. If an ad doesn’t work, they can pivot the message. When you implement your own campaigns, developing a following takes time and perseverance, but it pays off tremendously once it happens. Follow the ‘Rule of Seven.’ As we know, customers generally have an issue to solve or a pain point to alleviate by coming to your business. Once they have discovered you, they typically require seven touchpoints until making a purchase; they’ll click links, read ads, and do even more before they check out. So, optimize every point of the customer journey to be as successful as possible. Never give up or be discouraged if leads don’t bite right away, as it’s all part of the process. Sell benefits, not features.
Marketing is both an art and a science. Successful campaigns require an understanding of the human condition and effective strategies. Only experience can teach you the nuances, but these seven marketing secrets will aid you on your journey to build brand awareness and make impactful conversions. Market to someone, not everyone. In the age of digital marketing, you can market to your target audience directly, the ones most likely to buy your products and return. But who is your target audience? If your answer is “everyone,” reconsider. When you try to market to the “everyone” mass, you dilute your message to the point of being ineffective. Narrowing it down allows you to focus your outreach. 7 MARKETING SECRETS EVERY BUSINESS SHOULD KNOW
Create your ideal customer avatar (ICA). An ICA is the person you’re going to sell to, a representation of those most likely to buy your product. You can even draw a picture if you want, but generally, they should have the following qualities. • Demographics: What’s their age, gender, and job title? • Location: Is your customer base in town, in-state, or international? • Psychographic: What are their values, political beliefs, and lifestyle? These are all essential in determining how best to market to your ICA. Then, put ads on their favorite blogs, social media sites, and media outlets. Be the solution to their problems. Everyone has challenges, both in their businesses and personal lives. Research those challenges and
The most successful marketing typically targets customers’ emotions because they compel action. They explain why they need something, not what it is. For example, say you’re marketing for a music streaming service. “Listen to all your favorite songs” is more persuasive than “We have a billion songs” because customers better identify with that benefit. Marketing is never easy. Creating a website isn’t enough — you must make a focused, data-driven effort to create success. However, you can always accomplish your marketing goals through a carefully structured approach leveraging these secrets and pure, simple perseverance.
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This Month’s Featured ‘Inspired Insider’ Podcasts
Transforming Tech Obstacles Into Business Opportunities
Growing a Health Care Brand Through Marketing
Stewart Gandolf is the CEO of Healthcare Success, a full- service brand performance marketing agency focused on health care and recognized as a thought leader in the industry. Over the past 20 years, he has marketed and consulted for over a thousand health care clients ranging from practices and hospitals to multibillion-dollar corporations.
Adam Radulovic is the Founder and
President of XL.net, a company specializing in outsourcing IT departments for small businesses. With a unique business alignment process, XL.net eliminates 80% of technology issues by proactively auditing and optimizing IT systems. Previously,
Stewart began his career with leading advertising agencies, including J. Walter Thompson, where he marketed Fortune 500 clients such as Wells Fargo and Bally’s Total Fitness. He is a renowned speaker who has shared his expertise at over 200 venues across the United States. Additionally, he has written for numerous industry-leading publications as an author and expert resource, including the Healthcare Success Insight blog. On this episode of “Inspired Insider,” Dr. Jeremy Weisz sits down with Stewart Gandolf to discuss health care marketing. Stewart explains how he got into the health care marketing space, the growth of Healthcare Success, inbound and outbound marketing strategies for health care businesses, and the evolution of Healthcare Success’ services.
Adam was a director at divine/Parlano, a software company renowned for enhancing knowledge worker effectiveness in Fortune 500 companies, which was acquired by Microsoft in 2007. In this episode of “Inspired Insider,” Dr. Jeremy Weisz interviews Adam Radulovic, the Founder of XL.net, a company revolutionizing outsourcing IT for small businesses. Adam discusses the journey of identifying the ideal customer for XL.net, focusing on businesses that rely heavily on technology to function and benefit most from their proactive auditing approach.
Special Shoutouts: A notable person on Adam’s journey is Rafi Arbel. Scan the QR code or visit the link to listen to the full episode.
Scan the QR code or visit the link to listen to the full episode.
InspiredInsider.com/ stewart-gandolf-interview
InspiredInsider.com/ adam-radulovic-interview
This Month’s Featured ‘Smart Business Revolution’ Podcasts
The Intersection of AI and Creativity
Crafting the Ultimate Customer Experience
Helen Todd is the Co- founder and CEO of Creativity Squared, a platform that explores how creatives collaborate with artificial intelligence. She is a
Jason Friedman is the Founder and CEO of CXFormula, which specializes in helping fast-growing entrepreneurial companies gain a competitive edge by enhancing customer experiences. Recognized as Ernst and Young’s New Jersey Entrepreneur of the Year in Business Services, his portfolio includes work with prestigious brands like Foot Locker, Adidas, Nike, W Hotels,
seasoned entrepreneur, award-winning marketer, and international speaker. Helen is also the Co-founder and CEO of Sociality Squared, a women-owned, full-service social media agency founded in 2010 and headquartered in New York City. In this episode of “Smart Business Revolution,” John Corcoran interviews Helen Todd, the Co-founder and CEO of Creativity Squared and Sociality Squared, about the intersection of AI and creativity. They also discuss the concept and use of synthetic media, how businesses can leverage AI, and why Helen started a social media marketing agency. Special Shoutouts: A notable person on Helen’s journey is David Dumoulin.
Universal Studios, and Disney. Before CXFormula, Jason built various business ventures, including shoveling snow and building elevated beds for fellow college students, which he grew into a million-dollar business. Tune in to this episode of “Smart Business Revolution” as John Corcoran interviews Jason Friedman to discuss his multifaceted entrepreneurial experience. Jason doesn’t just reflect on the highs of entrepreneurship but also imparts valuable insights into building successful ventures through creating compelling customer experiences, the power of customization, and the efficiencies of a thoughtful business model.
Scan the QR code or visit the link to listen to the full episode. SmartBusinessRevolution.com/ the-intersection-of-ai-and-creativity- with-helen-todd
Scan the QR code or visit the link to listen to the full episode. SmartBusinessRevolution.com/ crafting-the-ultimate-customer- experience-with-jason-friedman
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Compare their displays to those of their competitors, whose vacuums generally look the same regardless of brand. Dirt Devil, Shark, and other vacuums are difficult to distinguish in shape and color. Even if they were more effective than a Dyson (and some of them are), they seem stuck in the Stone Age relative to the technological might of Dyson’s design. Furthering Dyson’s reputation for quality is their unique features. Wireless charging and retractable cords and the bladeless wind used in their fans and hair dryers feel
bloggers and journalists alike. The most noteworthy example is their foray into energy storage: James Dyson himself is deeply involved in the mass-scale production of solid-state batteries. That’s not to say this isn’t an innovative or profitable pursuit, but it certainly elevates the brand’s high-technological mythology. Speaking of James Dyson, his story lends credibility to the brand. His passion for invention didn’t end after inventing the bagless vacuum. He created myriad new machines, including the BallBarrow, a wheelbarrow with balls instead of wheels. Dyson pushes this story often on their website. Most companies can’t spend as much on marketing as Dyson does. Few businesses can design products as they do. Despite this, every company can learn from Dyson. No matter how you feel about them or their products, Dyson knows its brand. They are known as the high-tech home appliance company, and they push that brand image through marketing and design. The takeaway: If you have a brand, stick to it. The business and the brand are indistinguishable to many of your clients and customers. Focus and build your company branding on its strengths and what it can offer.
futuristic. Their newer products embrace laser technology to detect dirt. Dyson invented the bagless vacuum, and they have fully embraced the concept. None of their vacuums use bags; if you trust their ad copy, bags are for Luddites. The copy emphasizes their fancy features, pointing out their “v7 motors” and “thermistor guards.” Most importantly, the copy doesn’t explain those terms, giving them an esoteric mystique. Besides design and retail, Dyson does even more to bolster their futuristic image. They invest in flashy tech research and manufacturing, attracting the keystrokes of
Rise25 Podcast Spotlight ‘Get the Intel’ Chad Gill Featuring: Informative discussions of tools, techniques, and approaches you can implement to streamline operations and focus on your craft ‘The Growth Fire Podcast’ Kevin Hourigan and Mark Reifenrath Featuring: Information on growing your business through digital marketing and culture integrations ‘Tao of Pizza Podcast’ Mark Hiddleson Featuring: Top logistics leaders and entrepreneurs sharing their inspiring stories with a holistic twist
4 FASCINATING HISTORICAL FOOD FACTS
'Driving Alpha’ Steve Brotman
Food is central to every culture and there are so many interesting food facts. No. 1: Double-Dip Faux Pas! The nobility of the Ottoman Empire ate primarily with their hands. Double dipping and lip-smacking were frowned upon, and eating more than one bite of a dish was rude. No. 2: Lost Condiment
Featuring: Out-performing investors demonstrating their path to out-sized investment returns
'15 Minutes: Share Your Voice’ Adam Draper
Featuring: Community leaders sharing what should be common knowledge — but isn’t ‘Systems Simplified’ Adi Klevit Featuring: Top leaders sharing stories on how to systematize a business successfully
The Romans left behind a vibrant legacy. But, one thing that hasn’t stood the test of time is garum. They poured this condiment made from fermented fish on almost everything they ate. No. 3: Hot Beverage Fail In the 1960s, an unsuccessful marketing campaign tried to push hot Dr. Pepper. It was meant to be served warm with lemon. No. 4: Roaming Ramen Ramen is one of Japan’s most iconic dishes, but it actually originated in China. It became popular in Japan after World War II. Once instant ramen was invented, the noodle soup became associated with Japan worldwide.
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Inside This Edition
1. Why Podcasting Is the Ultimate Networking Tool 2. Marketing Secrets to Stay Ahead of the Curve 3. Food History Facts That Will Amaze You 4. Dyson Dominates Vacuum Market With High-Tech Branding THE CUTTING-EDGE CLEAN
UNRAVELING DYSON’S BRANDING SUCCESS
Every successful business has a brand: a unique identity separating it from the competition. The
Their $400 Supersonic hair dryer is a best-seller and highly reviewed, as are their bladeless fans and hair straighteners. It’s the Dyson brand that makes them such a retail powerhouse. When people buy their high-priced products, they believe they’re buying something high-tech and durable. Dyson doesn’t just sell vacuums — they sell the future. Every part of Dyson’s business is built to refine the brand image: looks, customer service, marketing, and more. Look at any Dyson product. Its high-tech form is unmistakable, a futuristic visage worn by all their products. Color contrasts and eccentric shapes separate them from their competitors. No Dyson vacuum looks like a vacuum, nor do its other products. Sharp names like Supersonic and Airblade support their state-of-the-art image. Browsing their store displays feels like traversing another dimension.
power of a brand can’t be overstated; in many cases, a company’s success depends entirely on its persona. But branding is much more than a logo change or a website redesign. Every aspect
of a company influences a brand image, defined by customer experiences, public perception, and impactful marketing. When a company wants to push its brand to the forefront, it must go all in. Dyson is the perfect example of this. They are the undisputed leader of household appliances and best-selling brand of upright vacuums, and their success isn’t slowing down. Since their humble vacuum origins, they’ve expanded.
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