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Send Us Just 1 Referral and Get in on the Ultimate Top Gun Experience! How to Get Unstuck and Start Growing Audible: For Busy Book Worms Spotlight on John McReynolds The 1 Goal Every Business Should Have, but Almost None Do The Ultimate Secret to Startup Success Learn to Negotiate Like You Mean It
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MARKETING, SALES, AND BUSINESS GROWTH MYTHS AND URBAN LEGENDS A few years ago, I was taking care of one of my sons,
follow for eating and working out. I train with him one day a week. I eat six meals a day, all of which are the exact same each day except one meal of my choosing on the seventh day. Most people think I’m crazy, as I’ve been doing this for 11 months now. I’ve had to get creative on how to cook chicken, steak, rice, and vegetables, but I have a very simple formula that only requires minor adjustments every few weeks to the meals or exercises I do. Eleven months into the training, I am in better shape than before I broke my ankle. I’ve lost inches around my waist and hips and gained inches in my legs, chest, and arms, all of which was the goal. As I mentioned above, the plan isn’t rocket science. Eat these meals and work out four days a week, plus two to three days of cardio.
this could be payback for all the jokes I made about people who buy the emergency buttons for when they’ve fallen and can’t get up. A short bit later, my son Brandon came down and helped me to my room and ultimately to the car so my wife, Mariah, could drive me to the hospital, which was an adventure in and of itself. But that will have to be a story for another time. Once I got to the hospital, they confirmed that my ankle was broken. It took me two surgeries and about three years to recover from that accident, and to this day, I still can’t run long distances without my ankle getting out of alignment. Before I got injured, I was doing CrossFit four or five days a week and was in great shape. Three years after the accident, I was in terrible shape, but glad I could finally work out again. To get back in shape, I found a trainer who could give me a simple plan to
Kellen, in the middle of the night. I gave him a bottle, and he drank the whole thing and was still crying. I did the normal dad things, like check his diaper and burp him, but nothing worked. It was about 4 a.m., and I just wanted to go back to sleep, so I picked him up and started heading down the stairs to get him another bottle. As I walked down the stairs, I slipped, and in a split- second, I was able to wake myself enough to make sure I protected Kellen as I fell. After I hit the ground, I made sure he was okay. Other than being scared, he was fine. I sat up, and before I could start to get up, the pain registered. I was pretty sure I had just snapped my ankle.
I yelled up the stairs to get help from my oldest son and wife. After what felt like tons of yelling, I realized
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COVER CONTINUED ... You may be wondering, what’s the point of all of this? How does this help me grow my business? The reality is, growing a business is a lot like working out and losing weight. You need to find a plan that works for you, you need to commit to it, you need to allow it to build on itself, and you need to do the same things over and over again, even when you’re bored with them.
The most dangerous number in business is one of anything. I’m living that right now. I have three team members in my company who don’t have backups or anyone who can fill in for them, and all three of them are pregnant. I’m super excited for them, but because one is a horrible number in business, I’ve had to figure out how to fill those positions for six to eight weeks while those team members are on maternity leave. But too many people have taken the idea of one being the worst number in business too far, too fast. When you’re doing a million dollars in sales, you’re going to have “ones” in your life. If that “one” is your marketing, and you can keep scaling it on a stable platform (by stable, I mean one where the rules don’t change twice a day), then ride that horse and simply experiment with one or two additional media. I want to clear up one point that I’ve seen people get confused by when I give this advice. There will be different stages in the customer lifecycle, and you may need one or two marketing components for each stage. For example, let’s say you use Facebook to generate a lead. You now need an education and nurture component, which may be emails and newsletters. That is still all one campaign, because the emails and newsletters take care of a different section of the customer lifecycle. What would be an issue is if you start Facebook advertising, LinkedIn, and direct mail all in the same 90-day period. When you find a medium that works and is steady, you RIDE THAT MEDIUM HARD and work out all those leads and sales you can handle. If your winning marketing campaign is in an unstable medium, that would be one case where you’d need additional sources of traffic or leads to make sure you don’t find yourself screwed. (For example, if Facebook suddenly decides they won’t allow you to advertise.) But don’t go crazy. You won’t need six different marketing campaigns to test. Just get one or two campaigns working and keep riding the unstable medium until it goes bad. I want to make one last point about marketing campaigns, because other than getting bored, the other major issue I see is that the entrepreneur isn’t clear what the goal of the campaign is and who is
Heavy leg day - leg press - 1,005 pounds, 6 reps
responsible for each area. For example, we recently did a direct mail campaign for a customer who called us five months in and said the campaign wasn’t working. He insisted he’d gotten zero ROI. That is concerning, so we pulled the call tracking numbers and found the campaign was, in fact, working. All the calls had been recorded, and we could hear his team scheduling appointments with new patients. When we shared our data with him, he said that they’d had appointments, but none of them converted from the exams, X-rays, etc. into paying patients. The goal of the marketing was to make the phone ring with qualified prospects. It was not to convert those people into paying patients, or even scheduled patients. That is the job of the doctor and his team. I understand that may sound harsh, but it’s the truth. The marketing did its job — the customer’s employees and systems didn’t. Had the doctor been clear on everyone’s roles and responsibilities, he would have been able to fix the team issue. But now, he’s going to move to another marketing campaign that simply won’t work for him. If you truly desire success in business, get comfortable with being bored. Get clear on the goals of the campaign and who or what is responsible for each step, and grind it out.
Shaun Buck and Marcus Lemonis - ICON 2017
Far too many businesses I see or work with simply don’t want to put in the effort to make a campaign successful. Or, when they get bored, they blow the whole thing up — regardless of how well it’s working — and try the next shiny object. The problem is, there is always another shiny object, another new way to market. To be honest, I don’t want new and exciting. I want my business to be steady, my marketing to turn out leads, and for those leads to become customers. Who cares if I’m bored with the marketing? The point of the marketing isn’t to entertain me, it’s to grow my business. If I get too bored, I’ll take a vacation or buy a sports car, but I’m not going to stop doing what works simply to entertain myself. THE PROBLEM IS, there is always another shiny object, another new way to market.
The problem is, I’m the exception to that kind of thinking, not the rule.
When you find a medium that works and is steady, you ride that medium hard and work out all those leads and sales you can handle. As you have success and a bit of extra money, you should diversify, but not until that medium is running like a well-oiled machine and kicking out cash.
It’s simple in theory, much more difficult in practice — but totally doable for anyone reading this. – Shaun
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BUSINESS HOW TO HOW TO GET UNSTUCK AND START GROWING – Shaun
need fewer leads because you’re burning the leads you have and don’t have the capacity to take on the new business, even if you had more leads. The guru/product/service company is selling you what you’re asking for, which is more leads and more sales. But there is so much more to running a company than simply leads and sales. You need to have capacity, systems, processes, management, customer service, quality control … and on and on the list could go. When you get leads and hopefully convert those to sales, the sales only stick if your business can deliver for the customer.
You see, the real problem is, most of us are buying the wrong products, services, and/or coaching because what we think we need and what we actually need to grow our businesses are two very different things. If I were on family feud, and they had a question that asked what every small-business owner wants more of, and I answered sales/leads, it would likely be the only answer on the board. In business, nearly every business owner will tell you they need more leads. Why do you think there are so many companies that sell you products or services to get you more leads or more sales? The problem is, depending on the stage of business you’re in, you may not need any additional leads. I’ve even found the opposite to be true — that you
Have you ever got hyped on a sales pitch or presentation, then purchased a course from a guru, thinking it was going to change your business, only for nothing to happen? If you’re into growing your business, the answer is yes, we all have. I’ve bought many courses over the years and simply done nothing with them. And by nothing, I mean I didn’t even watch them or read the material — literally nothing. I have one right now, from 10-plus years ago. I scraped together all the money I could find to buy it, and it is still sitting on my shelf collecting dust, never opened.
Let me share an example I recently lived.
Can you relate?
A company sold me a $36,000 piece of software. We bought it in January, they delivered it in February, continued on page 4
As bad as buying an information product and not using it is, that’s not the real problem.
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RESOURCE OF THE MONTH
DON’T SACRIFICE Audible Is the PERFECT SOLUTION for Busy Bookworms YOUR LOVE FOR READING
respective cost, rating, or length. And, members have the ability to purchase audiobooks outside of their credits at 30 percent off retail value! Over the past three years, audiobooks sales have risen 31 percent. In 2016 specifically, audiobooks sales reached $1.8 billion dollars. And, because of their convenience, the popularity of audiobooks is still growing! We get it. Sometimes there’s not enough time in a day to get everything done that you wanted to, let alone read a book. That’s why audiobooks are so efficient. All you have to do is plug your phone into your car speaker — or plug headphones into your phone as you clean the house or get your daily workout in — and turn up the volume. In moments, you’ll be listening to financial planning
Reading is one of the best ways to keep your mind sharp, learn new information, and explore interests. However, busy professionals don’t always have time to sit down and read a good book. That is where Audible comes into play. Audible, an Amazon company, is a paid monthly service that gives you access to over 150,000 audiobooks at a highly discounted cost, which you can download right to your phone, tablet, or computer. It truly doesn’t get any simpler than this. Though you don’t need to subscribe to purchase audiobooks through Audible, membership comes with many benefits. At $14.95 per month after the initial 30-day trial period, members are given a single credit each month, which can then be used to buy any item in Audible’s catalog, regardless of their
www.thenewsletterpro.com If you’re currently stuck in this cycle that basically amounts to Groundhog Day, it’s time to stop chasing leads and start working on the business, and figure out what area you really need help in. Once you figure it out and fix it, your sales will soar. 4 and started training in March. And here we are in July. The software isn’t set up, it doesn’t work, and I’m getting refunded. This company has only sold 41 units in 18 months, and from my point of view, they simply don’t have the systems and processes to handle our account. Have you ever had something like this happen in your business? When it happens, what do you do? Do you look into the reason you lost the account objectively, or do you blame the customer? Most people blame the customer, as this company did. I asked the software company, before the return, “Where did this go wrong?” And they said my employees weren’t responding to their emails. Good news — my system logs every email, and I can look into that right now. I pulled up every email they ever sent to us and was able to show them where we had responded. Once I showed them the email responses, I said, “Seems like that wasn’t the issue — what else do you have?” They told me they’d have to look into that and get back to me. I’m still waiting for an answer. I couldn’t tell you what this company’s exact problem is, but it isn’t sales. They had a sale and lost it. More leads would be bad for this company if they’re going to burn a $36,000 first-year sale with an $18,000 per year renewal. They need to fix their customer maintenance and service systems. As you scale up, and especially as you reach and exceed $1 million in revenue, you MUST focus time, effort, and treasure on something besides just more leads and more new sales. Otherwise, as you grow, your company will ultimately slide back to whatever the maximum capacity it is that you’ve created.
PRO AMONG PROS Many people have a piece of them that says, “I’m going to save the world.” We do what we can to make the planet a better place, but it’s the most extraordinary people who carry more than should be possible and give their all to help. One of The Newsletter Pro’s favorite project managers, John McReynolds, known affectionately around the office as “Pun,” is one such extraordinary person. ‘PUN’ MCREYNOLDS SAVES THE WORLD
go without food or clean water, you realize how much we take for granted. And it makes the joy we see from the kids mean so much more. They’re genuinely happy, and you can’t help but want to do everything you can for them.” While in Guatemala, Pun and his team helped an orphanage lay concrete for a new parking lot, volunteered at several feeding centers, and visited a Maya village where the villagers still wear traditional clothing. At the village, the volunteers
An active member of his church, Pun travels across borders to join various missionary projects. In the past year, Pun and six other members of his church flew down to Guatemala to help with building projects, work with orphans, and aid in community health initiatives. “It’s the ultimate culture shock when you get there and see the conditions people are living in,” Pun explains. “We have so much in America, and when you come to a place where people have to
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SUCCESS STORY
tips, the latest marketing or business growth book (Shaun’s preference), or discovering what trouble your favorite fictional character is getting into. Audible is a convenient, user- friendly service that gives you access to thousands of audiobooks at a discounted
“The clients love knowing what’s going on with Dr. Brown, and it’s become obvious that they feel more loyal to him because they’ve gotten to know and care about him. Patients are coming in and talking with us like we are old friends about the things they’ve read about in our newsletter lately. The coolest thing for me, as the head of marketing, is the MASSIVE AMOUNT OF NEW CLIENTS we receive every month , both from the newsletter and the fantastic new mover campaign!” – Shannon Love, Castlebury Dental
price. Don’t let your busy schedule get in the way of
expanding your knowledge with a good book. Start your free trial today at Audible.com. Happy listening!
washed the villagers’ feet to check for worms and washed their hair with lice treatment. Pun says this is the most humbling thing he’s ever done. In the past, Pun has been a part of similar trips to Argentina. Though he misses his wife, Camie, and his kids, Cayden, Lucie, and Norah, while he’s on mission trips, Pun plans to continue this work in the future. “Time and time again, I’ve seen that it’s the people who have the least who will always give the most. How can I not want to give back just as much?”
Have You Heard the Good News?
1 Peter 1:7-9 — These have come so that the proven genuineness of your faith — of greater worth than gold, which perishes even though refined by fire — may result in praise, glory, and honor when Jesus Christ is revealed. Though you have not seen him, you love him; and even though you do not see him now, you believe in him and are filled with an inexpressible and glorious joy, for you are receiving the end result of your faith, the salvation of your souls. 1 Corinthians 12:9 — But he said to me, “My grace is sufficient for you, for my power is made perfect in weakness.” Therefore, I will boast all the more gladly about my weaknesses, so that Christ’s power may rest on me.
Now that’s a true star among Pros!
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MARKETING TOOLBOX
where you focus on decreasing churn numbers via relationship, education, events, etc., and focus on upselling your existing customers so their additional spend makes up for any loss in revenue from the cancelations you can’t save (circumstances outside of your control). BUT ALMOST NONE DO How big would your company be right now if you’d NEVER LOST A SINGLE CUSTOMER in all the years you’ve been in business? THE ONE GOAL EVERY BUSINESS SHOULD HAVE,
As a responsible business owner, there’s a lot you have to keep track of. Knowing your numbers is imperative if you want to grow your business, because you can’t grow if you’re hemorrhaging money to an ineffective social media marketing campaign or a direct mail piece that’s missing its mark. But have you ever wondered if there was one goal or key performance indicator (KPI) that is more important than all others? When posed with a question about the numbers, you need to stop and consider: What do big companies focus on? Is there one single metric that, if you could nail it, would literally mean millions and millions in extra revenue and profit for any business? The good news is, there is a single goal to focus on. And if you choose to make it a priority, it will revolutionize your business growth and jumpstart your long-term success. But before I share this one goal, I want to ask you a question. How big would your company be right now if you’d never lost a single customer in all the years you’ve been in business? Let me answer first. I’d likely have additional sales of 7–8 million annually, maybe more. The problem with this is, we all lose customers. You can utilize media like a newsletter to build relationships and decrease the number of lost customers each month and year, but never, ever losing a customer just isn’t possible, right? No matter how good your customer service is, or how amazing your product is, there will always be customers who leave because of their own financial situation, a change of mind, or a simple misunderstanding of what it is you can do for their business. Now you’re thinking, there is a way to not lose money simply because a customer chooses to leave. This is the Utopian goal for any and all businesses and is referred to as “revenue-neutral churn.” Simply defined, revenue-neutral churn is
Of course, getting to revenue-neutral churn is not easy, and in a few business models, may be impossible. But what if you could get to the point where only 10 or 20 percent of the churn affects sales numbers? The growth for your company would be incredible. To have a chance at revenue-neutral churn, you first have to focus on all areas you have control over that cause customer attrition. You can control the customer experience, the value your products or services add to your customers’ business, and the relationship you build that creates customer loyalty. A few ways to better these areas is to implement relationship marketing, pre- and post-sale education (via webinars, articles, MP3 recordings, etc.), becoming an expert advisor in their lives, and having a continual upsell system to help them solve additional problems they may be having. If you really want to grow, it’s unlikely you need more leads, though that is a common falacy. Instead, consider how you can grow simply by decreasing churn. You can grow by upselling the customers you already have. You can grow by
building a relationship and follow-up system that helps you convert more prospects to customers.
So why don’t more businesses simply focus on the above areas of their business? The answer is simple, really. All you hear about is the “sexy” side of business — new customers, more leads, etc. — so that’s what everyone focuses on. The reason you hear so much about new leads is because it’s much easier to sell new. But new isn’t necessarily what’s best for you or your business. In fact, it’s not the primary growth factor for us here at The Newsletter Pro. If you really want to grow, focus on the goal so many of our big brother and sister companies focus on — finding a way to get to (or as close as possible to) revenue-
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neutral churn. Do that, and you’ll be swimming in cash in no time.
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• Use numbers 1-9 only • The full grid is 9x9 cells • The full grid is broken into 9 regions, 3x3 cells each • Each region can contain only one of each number 1-9 • Each cell can contain only one number • Each row and column should contain only one of each number 1-9 Sudoku Basics
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franchise with 77 locations across the nation and earned Mills the Triangle Business Journal’s 40 Under 40 Award in 2016.
If necessity is the mother of invention, you could say unfortunate circumstances are the father of innovation. At times, it can feel like the deck is stacked against us, but what really matters is how we handle the cards we’ve been dealt. If you want to learn the secret to going from zero to hero, take a look at three companies who figured it out. WINE & DESIGN
and sip studio where friends get together, drink some
There are some life events we have time to prepare for, like having a new baby. And there are some we’re often blindsided by, like being laid off. When Harriet Mills found herself in a situation where both overlapped, with next to no savings to fall back on, she packed up and moved back home. Just kidding. She took a deep breath, had a glass of wine, and made plans to start her own company. Inspired by her own experience at a local shop, Mills opened Wine & Design, a paint
great wine, and paint their next masterpiece. What started as a single studio in Raleigh, North
CORPNET.COM Everyone knows you
never go into business with your family, especially not your significant other. Nellie Akalp decided to ignore this advice. Shortly after marrying her husband, Philip, in 1997, the two of them started a new business together in their
Carolina, grew to a
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just three years, and was voted one of the “Best Places to Work in Idaho” two years in a row.
realized his part-time gig as the dancing mouse at Chuck E. Cheese’s wasn’t going to cover diaper costs. Hustling to make ends meet, Shaun opened his own pager company — right as pagers were going out the door. Far from discouraged, Shaun went on to sell hot dogs, Apple computers, and even run a dry-cleaning establishment for a time. This self-proclaimed “serial entrepreneur” would find his true calling in print media when The Newsletter Pro opened it’s doors in 2011. Since then, Shaun earned the title of GKIC
living room. As you might expect, it was a rocky road and eight years later they left their company — after selling it for $20 million! The Akalps could have retired at the age of 30, but they chose a different path. Entrepreneurs at heart, Nellie and Philip jumped into their next adventure with CorpNet.com, a website which helps small businesses file all the necessary paperwork. Now with four kids and two companies under their belts, Nellie and Philip are certainly grateful they didn’t let everyone else’s doubts stop them from pursuing their dreams. THE NEWSLETTER PRO If you’ve been reading our newsletter for a while, you might have heard this one
So, what do all these stories have in common? To put it plainly, they’re evidence that there is no one way to succeed in business. No matter what online blogs might claim, you won’t find a one-size-fits-all secret that’s going to send your company into the stratosphere. But here’s what successful entrepreneurs do have in common: They don’t give up. This doesn’t mean don’t walk away from a bad deal when you see it. Instead, when life tries to “sweep the leg” like Johnny Lawrence from “The Karate Kid,” take a page from Daniel-san and crane kick life in the face. Don’t let the doubters hold you back, and never let anyone tell you that you can’t succeed because of your lot in life. If you look at the hand you’ve been dealt and find the deck stacked against you, will you fold? Or will you go all-in and fight your way to success?
Marketer of the Year in 2014, saw his company
grow over 2,975% in
before: At 16 years old, Shaun Buck learned his ex-girlfriend was pregnant and that he was going to be a dad. Shaun quickly
BOOK REVIEW Learn to Negotiate Like You Mean It The Lead International Kidnapping Negotiator for the FBI Shares His Secrets to Success
you, the basic principles of negotiation remain the same, regardless of the situation.
No matter who you are, you’re navigating a labyrinth of complex negotiations each and every day. Hopefully, though, nobody’s ever told you to give them a million dollars in return for the life of your son, which is the question Chris Voss was confronted with one fateful afternoon. Luckily, this negotiation was against a panel of Harvard Law School negotiation professors, not a team of trained killers — though Voss had been faced with dozens of “money for lives” deals in his years as the lead international kidnapping negotiator for the FBI. So begins Chris Voss’ book “Never Split the Difference: Negotiating as if Your Life Depended on It.” Sure, discussing moving across the country with your partner or attempting to garner a hefty raise from your employer might be a little lower stakes than a hostage negotiation. But, as Voss will tell
Throughout just under 300 pages, chock-full of thrilling stories from his FBI days and sage advice, Voss will guide you through the often counterintuitive strategies that will aid you in every negotiation. It’s not a question of outwitting your “opponent,” but a matter of what Voss calls “tactical empathy” making your “sole and all- encompassing focus the other person and what they have to say.” This is one of nine invaluable principles that Voss argues are the key to successful deliberation. Central to Voss’ approach is the idea that compromise is often not the best way to resolve a conflict. In many cases, a compromise provides an unsatisfactory outcome for both parties. However, a negotiation is not a battle. You need to be able to
intimately understand the motivations of the other side in order to convince them of your solution.
Whether you’re a grocery stocker at your local Trader Joe’s or the CEO of a burgeoning financial firm, it’s vital that you sharpen your negotiation skills to a fine- edge. Voss’ book is just the tool to help you do it.
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