Latest / The SmallBizChat with Melinda Emerson / Marketing Mess to Brand Success with Scott Jeffrey Miller

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Marketing Mess to Brand Success with Scott Jeffrey Miller · The SmallBizChat with Melinda Emerson

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  Thinking is a legitimate business activity.
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  Don't let anybody shame you out of it.
• 0:05
  I think that there's too many years where we were busy as a badge.
• 0:08
  I'm super busy.
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  Beware of the busy leader, right, be thoughtful and follow the person who's calm enough to
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  gather themselves in just state.
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  Hi.
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  This is Melinda Emerson, the small biz lady host of the small bizchett podcast.
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  I want to serve you, this pandemic has been so hard on America's small businesses and on just
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  America in general If you're ready to start your dream business, boy, do I have a great
• 0:35
  offer for you?
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  I am giving away 1000 copies of my best selling book become your own boss in 12 months.
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  Over a hundred thousand people have this book.
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  It's been printed in multiple languages around the world.
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  And I wanted to find a way to serve America's small businesses in this pandemic.
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  And so I am giving away a 1000 copies of my book All you have to do to get your copy is
• 0:57
  head over to beginmybiz.com/freeoffer to, you know, sign up for your copy all you have to do
• 1:05
  is pay shipping, and we will mail one out to you.
• 1:07
  I am so excited about this.
• 1:09
  I wanna serve you.
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  Grab your copy today.
• 1:13
  Left off.
• 1:14
  Ending small business failure.
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  Welcome to the small biz chat podcast with a number 1 small business expert Melinda Emerson.
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  Bolinda's goal is to end small business failure, and she'll give you the information
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  you need to succeed and live the life you dream of.
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  Now here's the small biz lady herself.
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  Melinda Emerson.
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  Hi, everybody.
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  I'm Melinda Emerson.
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  Small biz lady, America's number one small business expert, and I would like to welcome
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  you to the tonight's small biz chat podcast.
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  The small biz chat podcast is a peer to peer interview show that gives small business owners
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  a way to get invaluable business insights Our mission is to end small business failure.
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  The goal of the small biz chef podcast is to give our small business audience, an
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  opportunity to hear sage advice, then grow your business and take it to the next level.
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  Now it's time for me to introduce my guest.
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  I gotta say he's a repeat guest.
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  Mister Scott Jeffrey Miller currently serves as Franklin Covey's senior advisor on thought
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  leadership.
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  He's the host of the Franklin Covey sponsored leadership with Scott Miller, the world's
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  largest and fastest growing leadership podcast.
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  He's also the author of the award winning multivitamin to success series.
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  And if you want more information, head over to marketing mess, book dot com.
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  Scott, I'm so excited to have you back here on this mortgage debt podcast.
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  Melinda, thank you for the invitation.
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  Thank you for the form and I'm delighted to be back on.
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  Awesome.
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  Awesome.
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  Well, listen.
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  I very rarely invite people back the small wrist chat, but I had so much fun with you the
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  last time you were here, and then I heard a rumor that you had a new book out.
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  So I could I just jumped at the chance to have you back.
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  So how you doing?
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  What's going on?
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  You know, I'm doing well.
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  The three boys are home from school for summer vacation.
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  You know, I have 3 sons of my wife Stephanie that are 6, 9, and 11.
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  They all have my personality to her horror.
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  So There's a lot going on in the Miller House this summertime.
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  Awesome.
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  Awesome.
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  Alright.
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  I don't know.
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  I mean, I feel like you might be part Jamaican, because you got, like, a book dropping every 3
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  to 4 months, like, from now until, like, I don't know.
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  What is it?
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  2016 or 2017 is What?
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  Are you getting any sleep, man?
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  Like, how are you doing all of this work?
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  Talk to me about your process, and then we're gonna start talking about your new book.
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  Know, Melinda, one of the things I've learned is that what separates the successful from the
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  less successful is they're just willing to do what the less successful aren't willing to do.
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  So I like to work hard.
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  I also know my rhythm.
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  I know my cadence, right, which is my peak is 4 AM to about 10:30 AM.
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  Then I go into a bit of a a trough, and I'm at kind of a bit of a not as productive between
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  about, you know, 10:30 and 2, but I have a bit of a recovery from about 2 to 5, and then I'm
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  asleep at 9:30 every night.
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  Like, our house is a morgue from 9:30 to 4 AM.
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  So my most productive time is, you know, 4 AM to at 8 AM.
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  I'm writing I'm I'm writing columns and books and such.
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  So I think it's important to know how to align your day with your own energy, circadian cycle.
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  I do that pretty effectively.
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  And so I'm fairly productive as a result.
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  And, yes, I sleep.
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  The best I can, I sleep between 9:30:4 AM like a log?
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  Wow.
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  I'm I just, you know, starting to work some more at 9:30, but that is interesting.
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  So tell me about you know, you're a fairly new entrepreneur.
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  Right?
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  He had a 25 year career with with Franklin Covey and and Rosa through the ranks to to
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  chief marketing officer.
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  And I and I really kinda want you to tell everyone a little bit about what your
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  transition has been like.
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  From, you know, being a corporate guy to to, you know, having to kill for your dinner.
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  I mean, what has it been like for you?
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  Well, fortunately for me, I had a long runway.
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  The CEO and the board were very gracious on my exit, and they set me up for success.
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  I planned this for some time.
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  Like, anybody that's making a transition out of a career and an organization to your own
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  venture.
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  You gotta have it kinda ticked and tied, right, and have yourself a fairly long runway.
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  I also had a lot of champions and mentors and coaches that were helping me.
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  But you're right.
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  You know, as you're an executive at a public company, I had a fairly large group of people.
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  I was empowered to have a large group execute on my ideas or for that matter on their ideas
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  as well.
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  And now I have a team of to me and my colleague and a couple of contractors.
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  So I have to recalibrate my expectations that I have more ideas than there is capacity to
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  secure.
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  So I've had to scale back and, you know, kinda go deeper on less things.
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  Yes.
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  I've got a lot of books going on, but I've had to some in a natural level of focus and
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  recognize that if I don't do it, it's not getting done no longer.
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  Are there twenty five people or forty five people that, you know, organizationally take
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  their direction from these.
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  So it's created some frustration, and I have to be more patient.
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  I think it's been a good discipline for me.
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  It's probably made me a better parent as well because my expectations are moderated a little
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  bit.
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  Slightly a little bit more realistic, maybe.
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  Yes, ma'am.
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  Yes, ma'am.
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  Yeah.
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  So now, how do you divide things up between you and your wife?
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  Does your wife work out out of the home?
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  Or
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  No.
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  My no.
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  We're we're blessed.
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  We're privileged that my wife who is highly educated and could easily exceed my income
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  potential.
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  We made an agreement when we were married that we wanted to have children and that we wanted
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  her to be in the home.
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  So by choice, she is You might say a homemaker.
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  She manages all that is Miller Land, and she's a a a whiz with the finances and and very
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  capable, but, no, she's full time at home with the boys, and I worked for home and have her
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  several years.
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  So we have a good thing going, and she'll yesterday, she did settle those of laundry.
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  She's like, Can I please be on one podcast?
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  You take 4 loads of laundry.
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  Yeah.
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  I I definitely was gonna tell you, she worked harder than you.
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  I don't know.
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  No.
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  There's no question.
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  There's no and my wife is much more educated than I am and is very confident.
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  And she's doing a great job as the primary parent for children, but, you know, they don't
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  leave my side.
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  I I I'm calling
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  you on Facebook.
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  I know what you're saying.
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  I see you.
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  I see you with them, but I've I'd I see all the stuff you do with them.
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  So I know that you guys are a team member, but she's definitely doing a lot of the heavy
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  lifting.
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  So now let's talk about your new book.
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  Let's talk about marketing, Master, brand success.
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  What did you wanna teach people with this book?
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  Well, so as you mentioned, I was the chief marketing officer of a global brand for 8
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  years, which is almost Linda three times the national average of a CMO in a public company.
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  And so when I left the firm, I decided to write the second in the 10 series book, mess of
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  success.
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  The first book, of course, was management mess to leadership success.
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  The second one now is marketing mess, and I wanted to teach that I think too many people in
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  marketing that have marketing careers.
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  They kinda hide behind brand and brand equity, a lot of pet projects, and the chance for them
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  to unleash their creativity.
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  And I wanted to remind marketers that your job is revenue.
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  Your job is business development.
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  Your job is cash flow, profitability, and EBITDA, cash in the bank.
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  You cannot staple brand equity to the back of a bank deposit slip and fund payroll off it.
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  So my book is is, it's a high courage conversation.
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  With a lot of marketers that your job is to get in the sales boat and row with them in the same
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  direction.
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  And so I hope it's inspirational to marketing.
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  But I have some tough conversations around the role that I think marketing should play inside
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  a company.
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  Well, how does that relate down too small business, though, because, you know, I'm I'm I
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  think it's a big company, but it's me and, you know, my 7 other compadres that work with me,
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  but I but I really kinda how do these marketing lessons trickle down to small business?
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  Well, they're compounded.
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  Right?
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  I mean, you know, as the marketing leader in a global company.
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  I've got a multimillion dollar budget and forty five people, and and I have some latitude to
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  make mistakes.
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  Right?
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  You know, you know, revenue can cover up a lot of unsuccessful campaigns.
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  So I think it's compounded in a small business.
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  You have to be extremely deliberate around testing and and showing humility and admitting
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  when you're wrong and pivoting on a dime and changing your mind recognizing that your idea
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  may not work, and you have to be able to be agile intellectually.
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  You have to admit when your idea didn't work.
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  So I think it's compounded in small business.
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  You don't have the same elasticity, the same latitude.
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  You also can be in the echo chamber because you don't have as many people that are are pushing
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  back on your ideas.
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  You can convince yourself that anything will work, and you can spend your marketing budget
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  and have no return on it.
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  So you have got to be enormously humble and open to other people's ability to influence you
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  to pivot more so in a small company than in a large marketing team.
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  It's it's I think it's more difficult than a small company than it is in a large company
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  because you don't have the air cover like you do in a large enterprise.
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  Oh, sure.
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  And, I mean, what do you what does every small business have, right, limited resources and
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  limited time?
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  So Sure.
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  Definitely and one of the things that I always say is that you've gotta you've gotta figure
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  out that niche customer.
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  That's really gonna be key.
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  Yep.
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  Because if you try to sell to everybody, you're really selling to nobody.
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  But what do you think are some of the top challenges and obstacles, you know, that
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  marketing folks.
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  I mean, because usually the marketer is like the business owner.
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  Right?
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  So what what do you think are some of the top mistakes or obstacles that you see in small
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  businesses with marketing?
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  Well, you just hit the biggest one, and that is trying to boil the ocean as you think that your
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  restaurant is for everyone.
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  And then Everyone should read your book or everyone needs your product.
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  I mean, that's just ridiculous.
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  You know, Seth Goed in his book, this is marketing.
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  Seth is a dear friend of mine who endorsed my book He writes a chapter about your smallest
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  viable market, and it's counterintuitive because in business school, you're taught your
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  total addressable market.
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  Right?
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  What is the largest market possible?
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  You put that on your SBA application or on your Centra Capital seed form.
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  But the fact of the matter is when you're a small business owner, for that matter, any size
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  company you need to bring an unnatural focus to determine what is your smallest viable market.
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  Well, Seth Goden, like, who is your first customer?
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  And what is her name and what is her circumstance and what problem does he or she
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  have, then who is your second customer?
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  We call it spearfishing, not net fishing.
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  And I think so many of us that are entrepreneurs and small business owners were
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  convinced that our book or our product or our service is for everyone.
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  And, in fact, it may be.
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  But the reality is that if you pay the price to deeply understand the exact circumstance your
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  ideal client is in.
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  I think the goal is to have as few clients as necessary not as many as is necessary.
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  And that is not naturally the way most business owners think.
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  They have ego involved.
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  Right?
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  It's their product, their idea, they change the world and they go out and they try to blow the
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  ocean and they wonder why they have no renewals or no referrals because they're spreading
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  themselves too thin.
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  Focus on spear phishing, not net fishing.
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  Got it.
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  I I could not agree with you more Now when it comes to, you know, there's lots of marketing
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  books out there, of course.
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  Right?
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  You just mentioned this is marketing by Seth, but
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  You
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  know, what do you think make sure is a little bit different?
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  I know that you talk about sort of, like, these 30 marketing lessons in your book, but what do
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  you think makes your book stand out?
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  Oh, I think the premise of my mess to success series, Melinda, as you know, is that, you
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  know, great leaders own their mess.
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  Because everyone's got a mess going on.
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  And when you demonstrate the humility, the vulnerability to own your mess, you make it
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  safe for others that work for you to own bears as well.
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  Not licensed bad behavior, but to create a culture where people can talk freely about the
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  mistakes they made and the risks that they took, And I think it's better to teach through
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  your mistakes than to teach through your successes.
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  I don't have your talent.
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  I don't look like you.
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  I don't have your education and your your interviewing skills.
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  I can't replicate your success, but I can learn from your mistakes and avoid them.
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  So I think what makes my book different is that It's not a look at me and my genius career.
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  It's look at all the mistakes that I made.
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  And can you, like, navigate around them?
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  Can you not say that, or don't do that, or don't put all your eggs in that basket.
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  So my brand is the, you know, master success guy is to really be comfortable sharing my own
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  marketing mistakes so that others can learn from them.
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  I love it.
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  I love it.
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  Well, listen.
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  Stay with us, Scott.
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  We're gonna go to break right now, but when we come back, We're gonna find out what Scott's
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  biggest mess was when he ran his company.
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  I'm Melinda Emerson, the small biz lady.
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  You're watching small biz chat live, and we'll be right back.
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  People always ask me, how can I become my own boss?
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  With multiple features in the New York Times Forbes on ABC News, as America's number one
• 15:04
  small business expert, I know a thing or 2 about how to do it.
• 15:08
  Hi.
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  I'm Melinda Emerson's small biz lady.
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  And I've been coaching small business owners since 2008.
• 15:15
  That's right.
• 15:15
  I've been helping small business owners plan for success since the last recession.
• 15:20
  And I'm still here reaching over 3,000,000 small business owners a week online.
• 15:24
  I've spent the last 12 years compelling exactly what I did to become my own boss.
• 15:30
  I even broke it down into a 6 step system, and my best selling book become your own boss in 12
• 15:35
  months.
• 15:36
  Over a hundred thousand people in multiple languages around the world have this book.
• 15:40
  And due to the pandemic, I know people need help.
• 15:44
  If you're ready to transition successfully from being an employee into your own business, I'm
• 15:50
  here to help.
• 15:51
  I'm giving away 1000 copies of becoming your own boss in 12 months for free.
• 15:57
  All you need to do is pay for shipping.
• 15:59
  That's right.
• 15:59
  I'm giving away a 1000 copies for free.
• 16:03
  If you've always wanted to start your dream business, let me give you a road map to
• 16:08
  success.
• 16:09
  This offer will only be available while supply is last.
• 16:13
  And when they're gone, they're gone.
• 16:16
  Click on the button to grab your copy today.
• 16:24
  Welcome back to the small business chat podcast.
• 16:26
  I'm here with my guest, Scott Miller, who's dropping knowledge on us about all things about
• 16:31
  going from a marketing mess to a brand success.
• 16:36
  Alright.
• 16:36
  Scott, You know, you gotta tell me, what was your biggest mess in marketing?
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  Well, there's a couple that would compete for that, but here's a short story.
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  I had this idea that I thought was genius to market one of our authors and put him on a
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  global tour.
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  His name is Steven MR Covey, you know him as the author of the book, the speed of trust.
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  Right?
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  He teaches organizational trust.
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  He's an expert on being trustworthy.
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  So I created a video card.
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  You know, they make these cards now like a hallmark greeting card.
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  They can insert a little credit card sized video in it, for fairly cheap.
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  And you can put 3 or 4 videos, and they're kind of disposable.
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  So I decide to make a couple 1000 of these video cards where He would send them out to
• 17:18
  CEOs and have her or him sign up and come to breakfast with Steven MR Cuddy.
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  Well, there was one client that was firearms manufacturer that we had targeted.
• 17:28
  So we mailed the car to them because the salesperson didn't live close enough to drop it
• 17:32
  off.
• 17:33
  Well, so we mail the card that looks like, you know, or those music cards, but it has a little
• 17:37
  video screen.
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  And before we know it, we have the ATF Pennsylvania Police, the a the the the bomb
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  squad and the squad team, they've all, like, commandeered this video card in the mail
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  process because they scanned it and thought it was a bomb.
• 17:54
  I didn't realize that the, you know, mail rooms at, you know, firearms manufacturers are much
• 17:59
  more sensitive.
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  So here we are.
• 18:02
  We're on the news in Philadelphia.
• 18:04
  Unfortunately, I'm calling, like, our board of directors saying I didn't bail them a bum.
• 18:08
  Anyway, and what's funny is that, you know, the SWAT team is opening up this package that is a
• 18:13
  video extolling the virtues of being a high trusted leader in high dressed culture, and
• 18:18
  they actually tagged it as a bomb.
• 18:20
  So The the goal there is, you know, be careful what you're putting in the mail.
• 18:25
  Sometimes it's better to drop it off.
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  Give them a call and tell them I've sent you something.
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  Please look forward.
• 18:30
  I promise you it's safe.
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  Oh my god.
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  That is a pretty good one.
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  I got a couple of doosies like that.
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  Oh, gosh.
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  I'm glad you have, understanding boss and board.
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  Alright.
• 18:43
  So tell me, why is it so important to stay close to cash?
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  Well, because I think it's too often that marketers get into marketing because they're
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  afraid to either own the P and L or own a revenue goal.
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  Or they they think sales is a naughty career.
• 18:59
  And so they get off in these boondoggles.
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  They're focused on social media or user interface or you know, how many likes you have
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  or how many impressions.
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  It cannot deposit impressions in the bank.
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  And so it's important that every marketer deliberately and strategically attached
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  themselves to a revenue generating project or a cost containment project.
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  Because marketing is the first that gets whacked when the economy suffers or a campaign
• 19:25
  goes south.
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  And so if you wanna build a resilient career in an organization, Then you'll make sure that the
• 19:32
  CEO, the founder, your boss knows that everything you're doing is tied to either cash
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  generation, profit, for reducing costs.
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  Alright.
• 19:43
  That's good stuff.
• 19:44
  Alright.
• 19:44
  So, Scott, what was the best business advice anyone's ever given you?
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  You know, I think it was probably my CEO, Bob Whitman, when he sat me down one day, and he
• 19:54
  said, thinking is a legitimate business I think in this fast world, we're so focused on, you
• 20:03
  know, consuming the quiet space with podcasts to audio books, and TV, and radio.
• 20:07
  And a lot of us have, like, a moral responsibility to watch every news channel to
• 20:12
  be part of that democratic process Right?
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  I know I know every military coup going on, every kidnapping.
• 20:18
  I know every vote in Congress, at some point, you kind of exhaust your ability to replenish
• 20:22
  yourself.
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  I think sometimes putting your feet up on your desk, Linda, closing the door, turning
• 20:28
  everything off, even if it's like, you know, 1 o'clock in the afternoon, just sitting and
• 20:33
  thinking and regenerating yourself and building ideas and and assessing what's working thinking
• 20:40
  is a legitimate business activity.
• 20:42
  Don't let anybody shame you out of it.
• 20:44
  I think that there's too many years where we weren't busy as a badge.
• 20:47
  I'm super busy.
• 20:49
  But beware of the busy leader, right, be thoughtful and follow the person who is calm
• 20:55
  enough to gather themselves and just think.
• 20:58
  Turn off your radio.
• 20:59
  Turn off your podcast.
• 21:01
  And just digest what did you learn?
• 21:03
  What's work?
• 21:03
  What's not working?
• 21:05
  I think you'll find that thinking is a legitimate scheduling activity on your
• 21:10
  calendar.
• 21:12
  Well, you know, it's interesting because I think that resting, self care, all of this kind
• 21:18
  of stuff has now the pandemic has made everybody pay more tension.
• 21:22
  Yeah.
• 21:23
  I think.
• 21:23
  And I I think that's a brilliant advice and, I love it.
• 21:27
  So And it's hard, right, because we live in a culture where we're all kind of measured by how
• 21:32
  much we're doing, and we gotta be careful to not not fall victim that, you know, activity is
• 21:39
  not productivity.
• 21:41
  We all can fall on that trap, so schedule some time for yourself to make better decisions on
• 21:47
  how to invest your time.
• 21:49
  I love it.
• 21:50
  I love it.
• 21:50
  What is your favorite podcast?
• 21:53
  What is your favorite podcast?
• 21:57
  I wanna say my own because I wanna promote my own podcast, but that seems kinda self serving.
• 22:03
  You know, I tell you, I'm a big fan of Dave Hollis, Right?
• 22:05
  You probably know him as Rachel Hollis's former husband, and Dave's got a great podcast.
• 22:11
  So anything that Dave Hollis puts out I'm a raving fan.
• 22:14
  His books, his coaching, his conferences, and his podcast also.
• 22:18
  Alright.
• 22:19
  Well, I'm gonna have to check him out because I haven't heard his podcast.
• 22:22
  Scott, what's your favorite business at?
• 22:24
  You know, I'm embarrassed to admit this, but I'm kinda late to the party on slack.
• 22:28
  So I've just recently gotten slack on my phone.
• 22:31
  And it's just I resisted as long as I could because with Facebook messaging and LinkedIn
• 22:36
  and all my email accounts, I did not need one more.
• 22:39
  But my when my publishers has insisted on it.
• 22:41
  So I'm kind of liking and enjoying living a little bit large in slack these days.
• 22:46
  Alright.
• 22:47
  Good stuff.
• 22:48
  Good stuff.
• 22:49
  Favorite, old school marketing tip.
• 22:53
  You know, Melinda, I think that email has hit a tipping point, not for good, but for bad,
• 22:58
  right, with the advent of all these marketing automation systems, Eloqua, and HubSpot and
• 23:03
  Marketo.
• 23:03
  We're getting bombarded with email.
• 23:05
  So I really think there's a great place for old school direct mail.
• 23:09
  That it has a compliment in almost everybody's business is to research the list really
• 23:14
  carefully because post pandemic, people may not be working at the same address that they have,
• 23:19
  you know, listed somewhere, but I think with the right offer, the right creative, and the
• 23:23
  right list, that direct mail can be a perfect component to almost anybody's marketing
• 23:30
  strategy.
• 23:30
  I mean, I get, you know, a 1000 emails a day across all my accounts.
• 23:34
  I get 9 pieces of mail downstairs in the box out front, and I look at it all every single
• 23:39
  day.
• 23:39
  What's your favorite business book you've ever read?
• 23:42
  You know, I think I mentioned this when I was on your show a year ago, you know, Liz Wiseman
• 23:47
  was a senior HR leader at Oracle of 18 years.
• 23:50
  Short a book called pliers.
• 23:52
  I personally think it's the best leadership book ever written.
• 23:55
  The premise of the book is that all of us are accidentally diminishing people to normal.
• 24:02
  And the more we can be aware of which of the 9 axle diminisher tendencies we have, the more we
• 24:08
  can move to become more of a multiplier.
• 24:10
  Their premise is that your job is not to be the genius, but rather the genius maker of others.
• 24:16
  So I highly recommend the book multipliers for leaders of people.
• 24:21
  Love it.
• 24:21
  Love it.
• 24:22
  Alright.
• 24:23
  Listen.
• 24:23
  This has been awesome.
• 24:24
  Thank you so much to my guests.
• 24:27
  Thank you all for joining me for episode of the small business chat podcast.
• 24:31
  If you wanna know more about how to start and grow your small business, head over to small
• 24:35
  business lady university and sign up for my course how to sell and market online to get
• 24:39
  your business going in the right direction.
• 24:42
  Thank you all for being here with me tonight.
• 24:44
  The mission of small fish chat is to end small business failure.
• 24:49
  I'm Melinda Emerson, the small business lady of your host.
• 24:51
  Till next time, remember this, you never lose in business.
• 24:55
  Either you win or you learn.
• 24:56
  God bless everybody.
• 25:00
  Thank you for listening to the small biz chat podcast with Melinda Emerson.
• 25:05
  For more resources and small business success strategies, visit succeed as your own boss.com.
• 25:11
  So back to this podcast wherever you listen to podcasts and join us next Wednesday.