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PROFITABLE CONNECTIONS
April 2023
At Rise25, we consider ourselves lifelong learners, and pursuing knowledge is what drives our business. In fact, "keep learning" is one of our core values. We even have a book club with our team, where we read the same book or attend a MasterClass together. We just love learning. So, it's not a coincidence that we've ended up helping businesses grow via podcasting because podcasts are a learning opportunity at their core. And, since April 2 is Education and Sharing Day, we wanted to discuss how a podcast epitomizes education, sharing knowledge, and a growth mindset. In today's world, entire industries are reshaped overnight, and staying up to date with the newest developments in your field is essential to running a successful business. Some people acquire this knowledge by reading publications in their niche, watching documentaries, or enrolling in professional development classes. But sometimes, you may have questions about something you read or find yourself encountering the same obstacle in your business over and over, no matter how many classes you take. What better tool than to interview someone who can give you those answers? With a podcast, you can interview someone who may be five years ahead of you in the industry and ask how they overcame the obstacles you're currently facing. The important thing is that your podcast serves you and your current business objectives, not the ones you foresee years later. If you need help with the middle of your sales funnel now, invite a guest with experience generating customer interest or converting prospects. If you're open to learning something new to improve, you can learn whatever you want from whomever you want on your podcast. It's your opportunity to talk with people YOU want to grow from. The same is true for your guests; you can pass on or share any knowledge you may have with someone you're interviewing. The podcasts that do really well are the ones where the host spotlights their guests while subtly weaving KEEP LEARNING! Sharing Knowledge Unlocks Business Potential
in information about their business. Doing this not only keeps the conversation stimulating and beneficial for guests but also allows you to paint a detailed picture of your unique knowledge and skillset so they may want to work with you. One of our clients, Mike Simonsen, founder of Altos Research, experienced this firsthand on his "Top Of Mind" podcast. Mike invited a guest onto his podcast and, during their dialogue, shared information about his business and what he does. After the interview, the CEO of the company his guest worked for called Mike. He said that after listening to the podcast episode and learning about what Mike does, he was interested in buying Altos Research. This is a great example of how a podcast can educate your guests and your market on what you do. And within that market may be potential buyers or investors. Ultimately, by interviewing people you wish to learn from and sharing your knowledge with them, you gain a deeper understanding of the people, businesses, and organizations you seek to serve. It makes you a better business leader, maximizes your growth potential, and opens the door to opportunities you may not have known existed. If you're ready to join Rise25 to "keep learning" and grow your business, call us at 312-884-1197. We'll connect you with people who can provide invaluable insights that help your business thrive. –Dr. Jeremy Weisz & John Corcoran
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Fresh content matters — but it’s not easy to make. Creating quality content of all kinds takes time, skill, and effort. And in truth, everything doesn’t have to be new all the time, and you can probably get more mileage out of the content you’ve already created. The best marketers make their lives easier by reusing and recycling their work, and there’s no shame in the practice if you do it properly. Coming up with a constant stream of new ideas takes time, and even the best content creators are likely to hit a wall eventually. But you can keep the creative juices flowing by diving back into the archives for work you’ve already done. It helps if you have a catalog of your previous articles, videos, and podcasts, along with their original publication date, topic, and performance metrics. If you haven’t been keeping track, now is the time to start. Peruse your library for content that remains useful and relevant to your audience months or even years after it was initially posted. Remember, no matter how great a podcast episode was, not everyone listened to it, and many people don’t regularly keep up with your blog. So, get more mileage from that content by sharing it on new mediums. REPOST, REUSE, RECYCLE Why the Best Marketers Repurpose Content
images to illustrate your blog. You’ll see fresh engagement with only a fraction of the effort.
Be careful, though, not to share outdated material. Facts may have changed since you created your content, industry best practices might have adjusted, or your brand voice and style could have evolved. When using written content, these are often easy to fix. You can update your vocabulary, recommendations, and style before reposting or resharing. You can also recycle your content to make something new. An hourlong podcast can inspire a new quick-bite video, and you might use a blog as the basis of a podcast episode. Condense or expand the content as needed. A shortened blog post can work exceptionally well in your print newsletter, or you might break it up into bite-size chunks through an email series. Another popular option is using old content to create eye-catching infographics. People love colorful, visually appealing, easily digestible information, and infographics can work across multiple social media platforms. You can get even more mileage by linking the original content alongside the infographic for those who want to dive deeper.
Resharing a particularly useful piece of content to your social media channels is a great way to help it find new eyes and ears. Add that YouTube video to your Facebook feed a few months later, link to an old but still relevant article on Twitter, and use Instagram
Every marketer should put time and care into their content — so they should also get the most out of their efforts. Work smarter, not harder, by wisely reusing and repurposing content that hasn’t
outlived its use. In the end, both your business and your customers will benefit.
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Rise25: Helping B2B Businesses Build Profitable Connections
This Month’s Featured ‘Inspired Insider’ Podcasts
[Agency Series] Firing Yourself From Your Business With Tom Foster of Foster Web Marketing
EO Atlanta | You Can Have It All With Ethan King, Co-Founder of Zeus’ Closet
Tom Foster is the founder and owner of Foster Web
Ethan King is the co- founder of Zeus’ Closet, a franchisor of retail stores offering advanced apparel personalization. Zeus’ Closet is like a tattoo shop for your clothes. They do very advanced embroidered work like specialty embroidery for fraternities and sororities, the entertainment
Marketing, a web design and internet marketing agency. He is also the creator of DSS (Dynamic Self-Syndication) marketing automation software, a powerful and highly effective online application that allows clients to update every aspect of their website. Tom is a nationally recognized author who’s adept at marketing law firms online. Listen to this episode of the “Inspired Insider Podcast” with Dr. Jeremy Weisz featuring the Owner of Foster Web Marketing, Tom Foster. They discuss the pain of being involved throughout every aspect of your business, the roles you should hire for, how to fire yourself from your business, and why you must do it fast. Special Shoutouts: A few notable people on Tom’s journey include Buster Tate and Toby Crandall.
industry, film, and TV. Ethan is also the co-founder of Stuff4GREEKS, a company specializing in advanced digitizing and embroidery. Listen to this “Inspired Insider Podcast” episode with Dr. Jeremy Weisz featuring the co-founder of Zeus’ Closet, Ethan King. They discuss the awe- inspiring projects for Rick Ross and Marvel Studios, the business lessons Ethan learned from Tyler Perry, and more. Special Shoutouts: A notable person on Ethan’s journey is Warren Rustand.
Scan the QR code or visit the link to listen to the full episode. InspiredInsider.com/tom-foster- interview
Scan the QR code or visit the link to listen to the full episode. InspiredInsider.com/ethan-king- interview
This Month’s Featured ‘Smart Business Revolution’ Podcasts
Starting a High-End Wine Business From Scratch and How to Buy and Sell Businesses — Even in a Down Economy
From a Poor Boy Shining Shoes to Matchmaking and Ending Generational Poverty – Part 2
Jessica Fialkovich is the founder of Exit Factor, a firm that teaches entrepreneurs how to build and sell their small and mid-size businesses through online programs and one-to-one consulting services. She is also an author, a certified speaker, and a small-business advocate. Jessica is the co-owner of Transworld Business Advisors, which focuses
Charles (Chuck) Bender is the chief executive officer of Attentus Technologies, a leading managed IT services firm. He is an experienced executive with a demonstrated history of working in the managed services and internet industries. Chuck is also the president of Skynet Broadband, a company that provides high-speed data,
on business brokerage, franchise consulting, and franchise development. An entrepreneur at heart, she is a four-time “Inc.” 5000 honoree and award-winning entrepreneur. In this episode of the “Smart Business Revolution Podcast,” John Corcoran interviews Jessica Fialkovich, the founder of Exit Factor, about preparing a business for sale. They also talk about Jessica’s experience building a high-end wine business, her tips for developing a successful business brokerage firm, and how she helps other entrepreneurs sell and exit their businesses. Special Shoutouts: A few notable people on Jessica’s journey include Andy Cagnetta, Ray Titus, and Heidi Ganahl.
digital phone, and IT services. He has been a member of Entrepreneurs’ Organization (EO) for 22 years and serves as regional chair of EO’s West Region. In this episode of the “Smart Business Revolution Podcast,” John Corcoran continues his interview with Chuck Bender, the CEO of Attentus Technologies, about entrepreneurship and building an internet business. They also discuss how to end generational poverty, the benefits of building recurring revenue, and Chuck’s tips for teaching kids to be responsible adults. Special Shoutouts: A few notable people on Charles’ journey include Gabe and Dustin Frost and Dean Dorcas.
Scan the QR code or visit the link to listen to the full episode. SmartBusinessRevolution.com/ jessica-fialkovich
Scan the QR code or visit the link to listen to the full episode. SmartBusinessRevolution.com/ charles-bender
BEATING THE CLOCK ‘Free Time’ Helps Us Save Our Most Precious Resource
Time is money, as the adage goes. But author Jenny Blake believes time is our life force, making it much too precious to waste. In her 2022 book, “Free Time: Lose the Busy Work, Love Your Business,” she argues that many entrepreneurs aren’t making the most of this crucial resource and suggests sustainable changes to how many of us do business. Being busy has become a virtue in our culture. People who aren’t constantly busy are seen as lazy and unproductive — and no one expects an unbusy entrepreneur to be successful. But Blake turns this thinking on its head. She argues that you can build the business you want without sacrificing the rest of your life. Further, many things we spend so much time on are unnecessary. Blake’s approach to conquering the hamster
wheel of entrepreneurship involves creating workable systems and a winning team. Many tasks we think no one else can handle can often be automated and outsourced to others. While many entrepreneurs think their only options are to do it all or hire a small army, Blake advocates for a “delightfully tiny team” that can get more done with improved processes. There’s no one-size-fits-all system for every business, but “Free Time” will help any reader discover theirs. The exercises and recommendations will give you plenty of food for thought and actionable ways to find your ideal work/ life balance — which, as Blake notes in the book, is different for everyone. Business leaders are used to books and courses that promote growth at all costs. That’s fine for some, but not everyone wants to scale their business
endlessly. Sometimes, small business
owners want to keep their businesses small — and there’s nothing wrong with that. Blake shares that she limits her work to 30 hours a week because she values her other pursuits. The idea may sound impossible now, but there are many ways to reduce your current workload without sacrificing your continued success. “Free Time” is for people currently bogged down with “The Burdensome B’s.” If you’re bored, bottlenecked, burned out, or buried by bureaucracy, this book will help you reclaim your life. Blake reminds us that our time is much more precious than money. Isn’t it time you learned to use yours more wisely?
The Horrifying History of Hand-Washing Before Doctors Kept It Clean
Rise25 Podcast Spotlight
We expect our doctors to wash their hands before examining us — it’s a no-brainer. But more than 100 years ago, the idea of germs was poorly understood.
'CPG Troublemakers' Aalap Shah
'Top of Mind' Mike Simonsen
Featuring: Industry leaders, white-space thinkers, and channel partners turning problems into opportunities 'Revenue Engine Podcast' Alex Gluz Featuring: Top trailblazers in business, marketing, technology, and more sharing their amazing stories 'ListenUp!' Dr. Mark Syms Featuring: Medical experts exploring hearing loss, communication, connections, and health
Featuring: Real estate industry insiders diving into the big trends shaping today’s market
A Hungarian doctor named Ignaz Semmelweis began to notice startling mortality rates between two maternity
wards at his hospital. The ward run by midwives had a much lower maternal mortality rate than the one staffed by doctors. After watching a colleague die of infection after cutting himself during an autopsy, Semmelweis determined something similar might be happening to maternity ward patients. Many doctors were examining mothers-to-be after performing autopsies — but midwives weren’t. So, he instituted sterilization and hand-washing procedures in the hospital, and the maternal mortality rate dropped substantially in the doctor-run ward, becoming on par with the midwives. Semmelweis had solved the problem!
'The Customer Wins' Richard Walker Featuring: Business
professionals discussing secrets and techniques for helping customers succeed and grow their companies 'Amplify People' Eric Taussig Featuring: Highly effective leaders focused on positively uplifting people
His discovery and the emergence of germ theory gave us medical professionals who now have much safer habits.
Go subscribe on iTunes!
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Inside This Edition
1. 2. 3.
Growth From Your Guests
Why You Should Recycle Content
Make the Most of Your Day With ‘Free Time’ A Time Before Doctors Washed Their Hands
4.
The Limits of Fear-Based Marketing
Does Your Marketing Rely on Scare Tactics? FEAR FACTOR
Fear-based marketing is as old as advertising itself. Many companies have succeeded in scaring their customers into opening their wallets. But despite its proven effectiveness, there are limits to fear’s ability to sell. So, when is amping up your customers’ anxiety a good thing, and when will it just make them tune out? Fear inspires us to take action. When we’re worried about our finances, safety, relationships, or social acceptance, we want to eliminate the anxiety as quickly and painlessly as possible. Therefore, companies can effectively convince people to purchase a product by introducing fear and promptly providing a solution.
strong feelings among its audience, and research shows emotional triggers are effective selling tools. But should you always target fear when other options are available?
much fear also gives way to disgust; some things are so awful we don’t want to think about them. Consider those infamous SPCA commercials showing abused and neglected animals. They may inspire some people to give, but most of us change the channel. Meanwhile, other brands like Disney rely on nostalgia, togetherness, and joy and have seen excellent results. Of course, making people feel warm and fuzzy about car insurance or mold remediation is much more challenging. But many companies have succeeded by turning the usual message on its head and focusing on peace of mind instead of fear. While fear-based marketing can work, it’s easy to go overboard. Only use fear in moderation, and don’t forget to close with a message of hope. You want to leave your customers feeling empowered, not helpless or manipulated.
Relying on fear can turn off your potential customers. For a start,
people don’t like to feel manipulated. We’ve all seen overblown fear-based marketing that suggests catastrophic consequences in a relatively low-stakes scenario. Generally, we roll our eyes and turn away. And at that moment, we lose faith in the company’s willingness to be upfront and honest with us.
Further, too much fear numbs us, and we become complacent.
But while fear motivates us, it’s not the only emotion we respond to. Advertisers have long understood the best marketing generates
When every commercial on TV or email in your inbox presents a new threat, we no longer feel heightened emotion — and we stop paying attention. Too
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