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Marketing Problem Not Work Problem · My Accounting Advantage

• 0:02
  SPEAKER_02: Hi, welcome to My Accounting Advantage the podcast.
• 0:06
  SPEAKER_02: And this week, My Harris will be the host of the show.
• 0:11
  SPEAKER_02: And welcome our guest, Lee Woodward.
• 0:14
  SPEAKER_00: Thank you, Mai.
• 0:15
  SPEAKER_00: Great to be here and unusual being on this side of the microphone.
• 0:18
  SPEAKER_02: Yes, thank you for letting me interview you today.
• 0:21
  SPEAKER_02: And what we're going to be speaking about today is why most businesses don't have a work problem.
• 0:28
  SPEAKER_00: They have a marketing problem.
• 0:30
  SPEAKER_00: This is such a great topic.
• 0:32
  SPEAKER_00: What made you select this topic before we get into our answers?
• 0:35
  SPEAKER_02: Well, I actually attended your complete salesperson training course in the Hunter Valley, and that was a month ago now.
• 0:43
  SPEAKER_02: I got so much out of it.
• 0:46
  SPEAKER_02: And I feel that it's such a skill to be able to market yourself.
• 0:50
  SPEAKER_02: And a lot of the time I hear business owners come to me with, you know, they think that they have structuring problem.
• 0:58
  SPEAKER_02: That's why they're not doing very well.
• 1:00
  SPEAKER_02: But after we spoke for a little while, I found that no, you don't have structure problem.
• 1:07
  SPEAKER_02: You actually have a marketing pipeline problem because you don't have enough work.
• 1:12
  SPEAKER_02: Structuring your business again won't help that.
• 1:16
  SPEAKER_00: Yeah, it's such a great topic.
• 1:17
  SPEAKER_00: And just for our listener who don't know my background, I educate the Australian and New Zealand real estate industry in the area of professional sales, both for property management and sales, but mainly sales.
• 1:29
  SPEAKER_00: And my big work that I wrote was called The Complete Sales Person.
• 1:32
  SPEAKER_00: But over the years, I've had many different business owners come and attend a particular course.
• 1:38
  SPEAKER_00: They have no interest in real estate.
• 1:40
  SPEAKER_00: But one thing about sales is sales is a transference of feelings.
• 1:43
  SPEAKER_00: And if you don't have a structure to your selling system, how do you and that can be the services you sell, the products you sell, it doesn't matter what you do to generate income.
• 1:53
  SPEAKER_00: We all come under this very important structure of attract, engage, commit.
• 1:58
  SPEAKER_00: How will people even know you're available?
• 2:00
  SPEAKER_00: And no matter what business you do listening to this right now, you could be the greatest practitioner in the world, have the best products in the world, but if no one knows who you are, you get nothing.
• 2:10
  SPEAKER_00: And that wonderful product will sit there and not be sold, and you've already paid the expense to be available.
• 2:16
  SPEAKER_00: And my this is where businesses go under.
• 2:18
  SPEAKER_02: Yes, absolutely.
• 2:19
  SPEAKER_02: I can't agree more.
• 2:21
  SPEAKER_02: And you know, most businesses focus on servicing clients, but very few focus on creating a system that consistently generates future clients.
• 2:30
  SPEAKER_02: So what I want to go through your marketing, like I wanted to relate it to marketing like farming.
• 2:38
  SPEAKER_02: So why do business owners only start marketing when work dries up?
• 2:43
  SPEAKER_02: And often it's too late.
• 2:45
  SPEAKER_02: If we actually think about marketing like farming, you know, you actually have to prep the soil and you make sure that it has enough nutrients and so that you can do your seedlings and then water it, let it grow.
• 2:59
  SPEAKER_02: So to me, it's very important to just lay down the marketing pipeline and have the system that consistently will generate your marketing pipeline so that you never run out of jobs.
• 3:13
  SPEAKER_00: Such a great analogy.
• 3:15
  SPEAKER_00: And in that farming process, it's the nurturing process.
• 3:19
  SPEAKER_00: Because not everyone's a customer today.
• 3:21
  SPEAKER_00: They may have a provider right now and they're happy with that service provider, but quite often something goes wrong and you want to be their plan B.
• 3:28
  SPEAKER_00: Absolutely.
• 3:29
  SPEAKER_00: But if they don't even know you're on the shopping list because they don't know anything about you.
• 3:33
  SPEAKER_00: And I did a a small business talk up in Kingscliffe and we had restaurants, cafes, massage, hairdressing, beauticians all come along to the talk because they'd never been to a talk like that.
• 3:44
  SPEAKER_00: And although they're feeling the pressure in their business, because one thing that doesn't go away is rent, or or if there's self-managed super funded, that's fantastic.
• 3:53
  SPEAKER_00: But most people paying rent.
• 3:54
  SPEAKER_00: Well, let's look at all businesses going under.
• 3:56
  SPEAKER_00: It's people, rent, and debt.
• 3:58
  SPEAKER_00: So all that's there is a fixed cost.
• 4:00
  SPEAKER_00: And I remember saying at that talk, the fit out won't save you.
• 4:03
  SPEAKER_00: A lot of people spend a lot of money on their fit out because they think, oh, everyone's gonna rush in the door, look at how wonderful we are.
• 4:09
  SPEAKER_00: You know, I was in Adelaide this week walking around, and you look into all these shops that are vacant, they've got a stunning million dollar fit out sitting in there, and they're broke.
• 4:17
  SPEAKER_00: They're finished.
• 4:18
  SPEAKER_02: Yeah, such a shame.
• 4:19
  SPEAKER_00: It is a shame and it is a marketing issue.
• 4:22
  SPEAKER_02: And a lot of business owners that I've spoken to in the past have commented on, you know, how wonderful their fit out must be.
• 4:31
  SPEAKER_02: And I said, no, that's not where you need to focus on.
• 4:35
  SPEAKER_02: It's basically your product and how you're going to promote your product so that people know where you are and what you sell and how well you do certain things.
• 4:44
  SPEAKER_02: That creates the needs.
• 4:46
  SPEAKER_02: That's really the basis of how you should start the business rather than, you know, like look at my shop, it looks beautiful.
• 4:55
  SPEAKER_02: So, Lee, your framework that really resonates with me, and I really think every business owner should adopt in terms of framework for their business is your attract, engage, commit framework.
• 5:12
  SPEAKER_02: Can you tell me a little bit about that?
• 5:14
  SPEAKER_02: And starting with attract.
• 5:16
  SPEAKER_00: Yeah, certainly.
• 5:17
  SPEAKER_00: This goes for any business in the world.
• 5:19
  SPEAKER_00: How are you going to attract people to engage?
• 5:22
  SPEAKER_00: Now, engage means they've rung up, they may want to quote, they want to want to find out how your product's built, why is it different to somebody else?
• 5:29
  SPEAKER_00: And then commit is when it's a tax invoice and it's actually been purchased.
• 5:33
  SPEAKER_00: And there's a couple of rules here that are really important.
• 5:36
  SPEAKER_00: Every business in the world needs a marketing sticky, a reason why people would stick with you.
• 5:43
  SPEAKER_00: And for some people, it's the brand or it's something they specialise in.
• 5:47
  SPEAKER_00: But that stickability I've always had this saying, and I've upset a lot of people in marketing with this over the years, and I don't mean to, but it it is a fact.
• 5:57
  SPEAKER_00: Marketing's way too important to be left to the marketing department.
• 6:00
  SPEAKER_00: So a marketing department will do a beautiful brochure, and this is all the web copy, and this is what all your socials are going to look like.
• 6:07
  SPEAKER_00: And I see small business owners invest a lot of money into marketing.
• 6:12
  SPEAKER_00: Absolutely.
• 6:12
  SPEAKER_00: I see that too.
• 6:13
  SPEAKER_00: Does not return.
• 6:14
  SPEAKER_00: I look at that and think that's really sad.
• 6:16
  SPEAKER_00: And all the marketing companies are selling you marketing.
• 6:19
  SPEAKER_02: Yeah.
• 6:19
  SPEAKER_00: So you need this, you need this on your website, you need that, we need to be posting all these things, you need this.
• 6:24
  SPEAKER_00: And it's like, well, okay, the business owners believing in that, they're investing 150, 200 grand into marketing.
• 6:31
  SPEAKER_00: I don't do any of that, but I do understand the stickability and the reason why people would be attracted.
• 6:37
  SPEAKER_00: In attract, you've got to be, they've got to be interested in you and about you or your company due to the reporting process that you have.
• 6:46
  SPEAKER_00: So for example, my I'm on your part podcast.
• 6:49
  SPEAKER_02: Yeah.
• 6:50
  SPEAKER_00: That is something I wanted to do because I'm passionate about small business and I've learned so much.
• 6:55
  SPEAKER_00: And it's also a marketing opportunity to go to people that don't know me.
• 7:00
  SPEAKER_00: And for your for your business, it's a great opportunity for people to understand the depth of knowledge you have.
• 7:05
  SPEAKER_00: So by listening to the podcast, people that didn't know you, and the podcast has been forwarded to them.
• 7:10
  SPEAKER_00: So I forward the podcast on to a lot of brand new small business owners who they'll say something and I'll go, yeah, that's probably not quite right.
• 7:17
  SPEAKER_00: Have a listen to this.
• 7:18
  SPEAKER_00: This is everything you need to know about setting up your tax structures and so forth.
• 7:21
  SPEAKER_00: And they'll respond back and go, listen, that podcast, it was amazing.
• 7:24
  SPEAKER_00: Um, I'm gonna reach out.
• 7:26
  SPEAKER_00: Yeah.
• 7:26
  SPEAKER_00: But what you've demonstrated is your depth of knowledge by reporting on something you're passionate about to a possible future customer.
• 7:34
  SPEAKER_00: So in my world, you've got to know who you're targeting.
• 7:37
  SPEAKER_00: So I target the Australian real estate industry for sales.
• 7:41
  SPEAKER_00: The 10,000 salespeople that attend my work have a principal or a leader or a manager.
• 7:46
  SPEAKER_00: So for me, I report on the Australian real estate industry on another podcast called We Are Selling.
• 7:52
  SPEAKER_00: And that podcast is accessible to people when they text the word Lee L E E to the number 0429-272-009.
• 8:02
  SPEAKER_00: And I do that from stage all the time.
• 8:04
  SPEAKER_00: People pass on the podcast, and each week we get about a thousand and fifty downloads to the podcast.
• 8:10
  SPEAKER_00: So every week I know one, I've contributed back out to my target audience.
• 8:14
  SPEAKER_00: I haven't asked them to do anything, not buy anything, but let me give you an interview of the number one salesperson in Australia right now for commercial or whatever it is, and they listen to that interview and we get all these text messages saying, Oh, Lee, really enjoyed the interview today, can't wait for next week.
• 8:31
  SPEAKER_00: So the first thing I've achieved is our company is on their mind, we're on the shopping list.
• 8:36
  SPEAKER_00: And then they hear a really good interview that is life-changing to them.
• 8:41
  SPEAKER_00: And that person may have mentioned, you know, at the complete salesperson course, Lee, when I first went through, I was only getting minimal results, and now I'm one of the best in the country.
• 8:50
  SPEAKER_00: So our system has assisted the best in the industry to become the best in the industry.
• 8:55
  SPEAKER_00: So the engagement piece is they go to the website, they'll look at the video explainer.
• 9:00
  SPEAKER_00: So there's a difference between promotional videos and video explainers, and then they commit by buying a seminar seat, which is$1,000.
• 9:08
  SPEAKER_00: So for us, it's very clear to look at our return on investment and say, attract, engage, commit.
• 9:13
  SPEAKER_00: And for that recent Hunter course, my we had 120 people there,$1,000 ahead.
• 9:19
  SPEAKER_00: So that course is a success.
• 9:21
  SPEAKER_00: But the success to me is when I see the orders coming in.
• 9:24
  SPEAKER_00: So I'm not interested in likes and shares or anything like that.
• 9:27
  SPEAKER_00: To me, that's marketing world, spending marketing world.
• 9:30
  SPEAKER_00: I'm interested in the tax invoice that came in.
• 9:33
  SPEAKER_00: And I go straight to the same thing every time.
• 9:34
  SPEAKER_00: How did you hear about us?
• 9:36
  SPEAKER_00: Podcast.
• 9:37
  SPEAKER_00: Podcast.
• 9:45
  SPEAKER_00: But we don't ask them, how did you hear about us?
• 9:47
  SPEAKER_00: Or do you mind if I ask who referred you to us?
• 9:50
  SPEAKER_00: Because method of introduction is probably one of the most powerful parts of marketing.
• 9:56
  SPEAKER_00: And interestingly enough, you actually do your best numbers in business when your number one lead source is from your established clients.
• 10:04
  SPEAKER_00: And I speak about this in marketing all the time.
• 10:06
  SPEAKER_00: Love the one you're with.
• 10:08
  SPEAKER_00: If you go back through all your transactions, whatever your business is, and look at how you've ignored your current customer by no communication to them whatsoever.
• 10:16
  SPEAKER_00: You don't do a monthly newsletter that lets them know what's going on in your world.
• 10:20
  SPEAKER_00: And if you're in some sort of production where new equipment's coming out, it could be new farming equipment, it could be new trucks, new cars, it could be FBT on luxury cars, as we've done that segment.
• 10:31
  SPEAKER_00: But if you don't communicate, so to me, having a marketing issue is you don't have a communications plan.
• 10:37
  SPEAKER_00: And the biggest tip I can give the listeners now is look at your whole year, go down to Officeworks, get one of those big yearly planners, it's the only way you can see it, and start to put in what's going to happen to your marketing throughout the year.
• 10:49
  SPEAKER_00: And this brings clarity to my point of marketing's too important to be left to the marketing department.
• 10:54
  SPEAKER_00: You've got to be in control of marketing.
• 10:56
  SPEAKER_00: As the business owner, the business leader, I spend all my time on a weekly podcast that brings in 90% of our business, and we've got a channel to market now.
• 11:05
  SPEAKER_00: Not saying everyone should do a podcast, but for us, that's been our stickability.
• 11:09
  SPEAKER_00: We're reporting back.
• 11:10
  SPEAKER_00: But if I didn't do that, I'd do video explainers, tips about things that are happened.
• 11:15
  SPEAKER_00: Did you know?
• 11:16
  SPEAKER_00: And whatever your product is, report on that and be the expert where people think we've got to go and see them.
• 11:22
  SPEAKER_02: Oh, that is such an amazing insight.
• 11:25
  SPEAKER_02: Thank you, Lee, for that.
• 11:26
  SPEAKER_02: And to business owners out there, this is so important.
• 11:30
  SPEAKER_02: And I think once you master this, the track to part is the most difficult part, I find that, you know, how do you get yourself out there so that people can find you and then people can engage with you?
• 11:46
  SPEAKER_02: For some of you, it might be networking and strategic partnerships is really something that maybe you should look at because there are other businesses out there that would want to work with you and refer you on, and they already have your ideal clients that they are servicing.
• 12:06
  SPEAKER_02: So it might be a win-win for both of you.
• 12:09
  SPEAKER_02: So that's not something that you should ignore.
• 12:11
  SPEAKER_02: It's something that you should explore.
• 12:14
  SPEAKER_02: And then you have a look at referrals.
• 12:17
  SPEAKER_02: To me, I've been able to be in business for eight years just through referrals.
• 12:23
  SPEAKER_02: 90% of our client cut came from referrals.
• 12:27
  SPEAKER_02: So that's how powerful referrals is.
• 12:30
  SPEAKER_00: And that's that part of love the one you're with.
• 12:33
  SPEAKER_00: You know, your your current customers are referral partners if you're communicating and working with them.
• 12:39
  SPEAKER_00: But you mentioned something about the adjacent space around you.
• 12:43
  SPEAKER_00: So let's go for a classic example of who's got your customer.
• 12:46
  SPEAKER_00: So let's say you own a wedding dress shop.
• 12:49
  SPEAKER_02: Yeah.
• 12:50
  SPEAKER_00: Now the adjacent space to you first up is going to be the ring, the jeweler.
• 12:55
  SPEAKER_02: Yeah.
• 12:55
  SPEAKER_00: So you go to the your jeweler and you say, I'd like us to work together.
• 12:59
  SPEAKER_00: Anyone I can send to you, I will.
• 13:01
  SPEAKER_00: But when someone comes through and they buy a ring, which is a guaranteed moment, as long as the bucks and knives and all that doesn't go wrong.
• 13:09
  SPEAKER_00: But they bought a ring.
• 13:10
  SPEAKER_00: And when and when the purchase is done and you close the till, you say, Oh, by the way, uh as as a thank you for you buying your ring from us, I'd like to give you a voucher for 15% off a wedding dress at Lonardo's wedding dresses in Gosford.
• 13:25
  SPEAKER_02: Yeah.
• 13:26
  SPEAKER_00: And just take this in and and they know exactly what to do.
• 13:30
  SPEAKER_00: But that could really help with your wedding plans.
• 13:34
  SPEAKER_00: So I'm now at Leonardo Lee Lee Willard Lonardo's wedding shop in the middle of Gosford, and they come in and they've got the voucher.
• 13:41
  SPEAKER_00: All I and I now know they've bought a ring.
• 13:44
  SPEAKER_00: They're not just popping in the the wedding dress shop for the fun of it, they bought a ring.
• 13:48
  SPEAKER_00: I've got a 90% chance of conversion here because of the identified voucher.
• 13:53
  SPEAKER_02: So that is why I think a track engage commit really works as a principle.
• 14:00
  SPEAKER_02: It should be everyone's framework in their business and implement it.
• 14:06
  SPEAKER_02: So now we just want to talk about why referrals aren't enough.
• 14:11
  SPEAKER_02: Many businesses operate entirely on referrals.
• 14:15
  SPEAKER_02: Is referral only growth sustainable?
• 14:18
  SPEAKER_02: What do you think about that?
• 14:19
  SPEAKER_00: I think referrals are a bonus.
• 14:21
  SPEAKER_00: I wouldn't rely upon it in my marketing plan.
• 14:24
  SPEAKER_00: So for me, we get lots of referrals.
• 14:26
  SPEAKER_00: Lee, you don't know me at all, but my granddad, my father, my brother did the complete salesperson course, and I'm now attending.
• 14:32
  SPEAKER_00: That's a bonus to us.
• 14:33
  SPEAKER_00: We do not rely on that.
• 14:34
  SPEAKER_00: Yet businesses are relying on that.
• 14:36
  SPEAKER_00: And if you can flip that one over to if we get referred, that's a bonus.
• 14:40
  SPEAKER_00: But you need five lead sources into your business.
• 14:44
  SPEAKER_00: And the reason you need five is they're all failing all the time.
• 14:48
  SPEAKER_00: So social could be, depending on how you do socials, a good lead source in.
• 14:53
  SPEAKER_00: Yeah.
• 14:53
  SPEAKER_00: For most people, when they post on social, it's ego over info.
• 14:58
  SPEAKER_00: Yet if you inform and provide value, that's where people go, I really like the signals of this company.
• 15:05
  SPEAKER_00: They're very helpful.
• 15:06
  SPEAKER_00: They did a tip the other day that I didn't even know about, and that could be on anything in your area of expertise.
• 15:10
  SPEAKER_00: But what are the snacks and tips that you could do that people on social go, wow, they're a really good company.
• 15:16
  SPEAKER_00: I I've learned from that.
• 15:17
  SPEAKER_00: And I think for me on socials, people have got to profit from that knowledge.
• 15:21
  SPEAKER_00: Now, for us announcing a podcast that's free with the very best people in the country, it's a no-brainer that we tick that channel.
• 15:29
  SPEAKER_00: But another one coming in is going to be your website.
• 15:33
  SPEAKER_00: And I think my a lot of people have made the mistake that they have a website, but not a web business.
• 15:40
  SPEAKER_00: A web business generates money.
• 15:42
  SPEAKER_00: People actually go through the site, they buy the product, no matter what it is.
• 15:46
  SPEAKER_00: And now for me, you know, and this is not a secret, if you go to my site at lewoodward.com.au and go book Lee, every one of my prices are there, including if someone's buying a complete salesperson called private, they are$30,000.
• 16:00
  SPEAKER_00: They buy it, and then we'll come back to them with the date.
• 16:02
  SPEAKER_00: But there's a video explainer on each of those products.
• 16:06
  SPEAKER_00: And a video explainer explains what it is you have you do, whatever it is, but people should be able to just go and buy it, and then the product or service is provided.
• 16:15
  SPEAKER_00: So a website out of date that you did once because you thought you had to have a website because everyone's got a website, that is old-fashioned thinking.
• 16:22
  SPEAKER_00: Versus my website generates income.
• 16:25
  SPEAKER_00: Now, your website is also your home turf.
• 16:27
  SPEAKER_00: So if you've got a video explainer or you've got an interview or a podcast, when they land on the website, that's very open to them that this is what I need to be doing.
• 16:35
  SPEAKER_00: So I post something on Facebook to get them back to the website where they buy stuff, buy something.
• 16:40
  SPEAKER_00: That could be a book, an audio, a course, a private session, whatever it is.
• 16:44
  SPEAKER_00: But that is our till to the entire company.
• 16:47
  SPEAKER_00: And I think most people just have these pretty websites that don't do anything.
• 16:51
  SPEAKER_00: You might as well shut it down because it's not working.
• 16:54
  SPEAKER_02: I can't agree more because a lot of the time I find that people just concentrate on how pretty their websites are.
• 17:03
  SPEAKER_02: You could just gotta go back to what it's supposed to do for you.
• 17:06
  SPEAKER_02: It's supposed to generate revenue for you.
• 17:09
  SPEAKER_02: And there's got to be a return on investment.
• 17:11
  SPEAKER_02: That's a lesson, I think, for a lot of business owners.
• 17:15
  SPEAKER_00: And just on that, what an efficiency hack.
• 17:17
  SPEAKER_00: So I've got people that say, Oh, can I book you for this?
• 17:20
  SPEAKER_00: I used to say, Yep, I'll get Robinhood or tax invoice and I'll send it to you.
• 17:24
  SPEAKER_00: I don't do any of that now.
• 17:25
  SPEAKER_00: Yep, just go to this link or I say text investment, that same number, it shoots them back everything you can buy from me.
• 17:32
  SPEAKER_00: I charge everybody the same, so I don't have to do any proposals.
• 17:35
  SPEAKER_00: But when they buy it, it it does their tax invoice.
• 17:38
  SPEAKER_00: And then it comes direct into zero.
• 17:40
  SPEAKER_00: Self-serves.
• 17:41
  SPEAKER_00: No administration.
• 17:42
  SPEAKER_00: Whereas people, there's people going broke out there in business because they're not even tax uh, they're not even doing the tax invoice.
• 17:48
  SPEAKER_02: Yeah.
• 17:48
  SPEAKER_00: They've done the work, but they don't do the I know.
• 17:51
  SPEAKER_02: Yeah, so just use the technology.
• 17:53
  SPEAKER_02: And I think making sure that you have the right platform to make money is super important.
• 18:00
  SPEAKER_02: So at the end here of this episode, I want to ask, what would Lee do today if you were starting a business tomorrow with no database, no audience, no social following, no referral network?
• 18:15
  SPEAKER_02: What would you focus on first?
• 18:17
  SPEAKER_00: Okay, happy to answer this.
• 18:19
  SPEAKER_00: Give me a business I'm opening.
• 18:21
  SPEAKER_00: Your business would be So think of all your clients who've struggled with marketing.
• 18:26
  SPEAKER_00: So not that their name is important, but you think in that sector, what business do you know struggles with marketing?
• 18:33
  SPEAKER_02: I say construction.
• 18:34
  SPEAKER_00: Okay.
• 18:35
  SPEAKER_00: So construction is quite an easy one because in yeah.
• 18:40
  SPEAKER_00: In construction, no one markets.
• 18:42
  SPEAKER_01: So that's why I'm saying that's why they're saying they don't have any work, then they're struggling.
• 18:47
  SPEAKER_00: Well, I've just got a live example for you, right?
• 18:49
  SPEAKER_00: Yes.
• 18:49
  SPEAKER_00: I've just had some work done at my place and struggling to find a builder because they don't always get back to you, they're not good on their follow-up and so forth.
• 18:59
  SPEAKER_00: No, they're not good at all.
• 19:01
  SPEAKER_00: I was on the East Gosford local Facebook page, and there was this great post of a builder just coming to the area, beautifully signwritten truck, and the trailer was signwritten.
• 19:12
  SPEAKER_00: And just so you know from my decision on this, because the job's been done, he's done a great job.
• 19:16
  SPEAKER_00: Yeah.
• 19:17
  SPEAKER_00: But he popped up on the Facebook page and was looking for work versus the building industry sends a signal that we're just too busy, it'll be six months and we won't be there.
• 19:25
  SPEAKER_00: They keep sending the signal, I'll never get there, versus I'm available.
• 19:29
  SPEAKER_00: The fact the truck was signwritten and the trailer, he's got pride in his brand, yeah, in his work versus dirty old white van that's been smashed round and they just keep using it.
• 19:40
  SPEAKER_00: So your brand is really important.
• 19:42
  SPEAKER_00: And it actually said, you know, just new to the area, right?
• 19:44
  SPEAKER_00: They're not new to the area, but they've been working in Sydney for big builders and now they're up here to do their own.
• 19:49
  SPEAKER_00: And I thought, perfect, somebody wants to work.
• 19:52
  SPEAKER_00: So that post reached out straight away, and this gentleman should have asked me, How did you hear about us?
• 19:57
  SPEAKER_00: And he didn't have any idea who I am or anything like that.
• 20:00
  SPEAKER_00: He's just got this phone call come through.
• 20:02
  SPEAKER_00: I'd said, Could you meet me at the house?
• 20:04
  SPEAKER_00: He was well dressed.
• 20:05
  SPEAKER_00: When he turned up, branded.
• 20:06
  SPEAKER_00: You know, it's interesting that if you have a a shirt that says Legal to training or My Accounting Advantage, yeah, and you're going to get a coffee, that is a business identifier.
• 20:16
  SPEAKER_00: That someone could say, Oh, are you from the accountancy store in Kingcomber?
• 20:20
  SPEAKER_00: Yeah, I've heard about you guys.
• 20:22
  SPEAKER_00: We need to change accountants.
• 20:23
  SPEAKER_00: But people walk around and they don't have their business identifier shirt on or name tag, whatever it is, or their sign or their cars aren't signwritten or anything like that.
• 20:32
  SPEAKER_00: But Facebook got that guy a very big check into his business account from that.
• 20:39
  SPEAKER_00: And it was only that I said to him, and by the way, I found you on the Facebook local page for the local people.
• 20:45
  SPEAKER_00: He goes, Oh, my wife did that.
• 20:47
  SPEAKER_00: And but there you go.
• 20:48
  SPEAKER_00: He could have got that job.
• 20:49
  SPEAKER_00: Yeah.
• 20:49
  SPEAKER_00: Never ask, how did you find out about us?
• 20:52
  SPEAKER_00: Because that's going to be your number one best way of putting money into that type of stuff.
• 20:57
  SPEAKER_00: And that cost them nothing, that post.
• 20:59
  SPEAKER_02: So maybe have a look around at, you know, the local community that you are already serving.
• 21:05
  SPEAKER_02: So, and then get your names out there by even answering questions.
• 21:10
  SPEAKER_00: Well, this is the part that I'm going to share with you to answer your question properly.
• 21:13
  SPEAKER_00: So, got a brand new construction company.
• 21:15
  SPEAKER_00: Here I am, and I've come into the marketplace.
• 21:18
  SPEAKER_00: The first thing I'm going to do a video is a video.
• 21:20
  SPEAKER_00: Hi everyone, Lee Woodward here from Lee Wood Constructions.
• 21:23
  SPEAKER_00: We're a brand new construction company here on the Central Coast.
• 21:26
  SPEAKER_00: We're available.
• 21:27
  SPEAKER_00: Let me introduce you to my team.
• 21:29
  SPEAKER_00: This is the work we do.
• 21:30
  SPEAKER_00: And today we're starting a brand new concrete staircase in Point Frederick.
• 21:35
  SPEAKER_00: Let's go and have a look.
• 21:36
  SPEAKER_00: And I'd do a whole beginning, middle, and end of that video and say, okay, this is what we started with.
• 21:40
  SPEAKER_00: There's the old timber staircase, and at the end, da-da, it's all done.
• 21:44
  SPEAKER_00: If you're looking to get a better result in your home, please give us a call.
• 21:48
  SPEAKER_00: We'd love to help you.
• 21:48
  SPEAKER_00: And people think, I'm gonna ring that person because the key to marketing is you've got to be approachable.
• 21:54
  SPEAKER_00: Versus faith marketing.
• 21:56
  SPEAKER_02: Yeah.
• 21:56
  SPEAKER_00: Yeah.
• 21:57
  SPEAKER_02: Absolutely.
• 21:58
  SPEAKER_02: Yeah, I've learned a lot from um this episode, even for my own business.
• 22:03
  SPEAKER_02: Thank you for that.
• 22:04
  SPEAKER_02: So I'll bring this episode to a close now.
• 22:07
  SPEAKER_02: And it's been a great one because on the other side of the microphone, and you have given us a lot of the valuable marketing insights, Lee.
• 22:18
  SPEAKER_02: So if you're a business owner, ask yourself three simple questions.
• 22:22
  SPEAKER_02: How am I attracting new people into my world?
• 22:26
  SPEAKER_02: How am I engaging with them before they're ready to buy?
• 22:31
  SPEAKER_02: And how am I helping them commit when the timing is right?
• 22:35
  SPEAKER_02: So if you don't have clear answers to those questions, your next growth opportunity may not be hiring another staff member or buying more equipment.
• 22:44
  SPEAKER_02: It may be building a marketing engine.
• 22:47
  SPEAKER_00: What a great way to wrap up today.
• 22:49
  SPEAKER_00: And just to add on to that, your next piece of business will come from the person who already knows you.
• 22:54
  SPEAKER_00: So what have you done in the last 12 months to recommunicate back through to your existing customers, your established clients?
• 23:03
  SPEAKER_00: People make an error where they go past clients as if they're dead versus an established client.
• 23:08
  SPEAKER_00: How can I reach out to all those people and let them know we've got this?
• 23:11
  SPEAKER_00: This is new, and this is now available.
• 23:13
  SPEAKER_00: And if you know of anyone who'd be interested, please, we'd be thrilled if you were to pass on our name.
• 23:18
  SPEAKER_00: Like it's so simple.
• 23:19
  SPEAKER_00: Yeah.
• 23:20
  SPEAKER_00: But you can go to, and this is probably the big question, Mai, do they have a database of all their past customers?
• 23:25
  SPEAKER_00: All those areas.
• 23:25
  SPEAKER_00: I'm sure they do.
• 23:26
  SPEAKER_02: Yes.
• 23:27
  SPEAKER_00: Use it.
• 23:27
  SPEAKER_02: Yes.
• 23:28
  SPEAKER_02: Get on the phone, everyone.
• 23:30
  SPEAKER_02: Get on the phone and start talking to your past clients.
• 23:33
  SPEAKER_02: So thank you, Lee, and I'll see you next week.
• 23:36
  SPEAKER_00: I'll be here.