Latest / Amplify Your Marketing Message with Christine Campbell Rapin / 173 - Marketing Isn’t an Accident: Build Trust with Systems, Not Hype

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173 - Marketing Isn’t an Accident: Build Trust with Systems, Not Hype · Amplify Your Marketing Message with Christine Campbell Rapin

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If you are a B to B service based business owner and you are
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looking to gain clients, create more impact and more new in your
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business to amplify your marketing mass accountable
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rappin and take you through the buyers, mastering your marketing
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and making offer consistently well inside.
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Welcome back my friends. We are here to talk about
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innovation, branding and how to actually create systems that
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scale. And I'm super excited to
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introduce you to our guests today.
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She's a firecracker and you know, I love those.
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This is somebody who I met and thought, wow, she knows what
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she's doing. I would trust her with my brand
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and I would trust her with my network.
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And I said you should come play with me on amplifier marketing
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message. If you don't not have the
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pleasure yet of meeting Sam Gadam, this is going to be your
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moment to meet Sam, Sam, Sam, Sam, welcome, welcome.
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Welcome. Thank you so much for having me
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and I'm honored honestly. And I trust you with my brand
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and in my network for sure. And this is what it's all about.
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You know, I think the story of branding, and you were going to
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talk about your story for a second, but your story of
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branding is so important because it isn't just what you think it
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is. It's about how it shows up, how
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people experience it. And it shouldn't be accidental.
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You've got an interesting story. Tell us how you got to be
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leading other people through brand so that they can scale
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with the people, the experiences and the customers they want to
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serve. Well, first of all, thank you.
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And I appreciate being seen and I see you and I see what you're
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doing and I love it. So thank you.
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My career started when I guess I was 19, so 25 years ago.
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I've been in the print manufacturing, branding and
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marketing space for that long. And I was with the same company
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for 19 years. By the time I was 25, I had $10
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million of PNL, 50 employees, 17 presses when I was in pretty
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much every industry. And it was very quick for me to
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realize if you do not have R&D research and development in some
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fashion in every single step in every process of your business,
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let it be a small side hustle all the way to a billion dollar
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brand. And I'll share that I treat
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everything like a billion dollar brand because it is and you are
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and we are. I realize that you have a
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significant gap. And I think for small
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businesses, we think, oh, I can't afford something.
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And so then it just doesn't happen.
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And I beg to say you can't afford not to.
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And it's like be audacious. You get to have every single
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departmental step and every check and balance that any other
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billion dollar business has. In fact, you have what I feel
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small businesses have is an opportunity rather than an
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obstacle to be that much better because small business has an
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excessively large bucket and sometimes they get stuck in
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revision central. And I'm here to say version 1 is
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better than version none. And we can't measure what we
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can't test, right? I like you can't test, you can't
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measure. You can't measure what you can't
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what you don't test. So in the end, we need data.
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We need data. So branding for me, I'll say it
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to you this way, in 25 years from brands like the military to
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Mercedes, IBM, S Jinx, Let's Go 180 and Coach brands and I mean
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at Tony Robbins and Mel Robbins and the Orlando Magic.
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At the end of the day, what you say is your marketing and how
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you live is your branding, and neither of those things are by
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accident. This is so important.
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I, I think we often every entrepreneur knows I wear a
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million hats and I would say most would not include R&D as
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part of it. And that's the gap.
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And that's why I love the fact that you have brought what big
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business does really well to make it accessible because
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marketing isn't an accident. If there is incongruency in the
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mix, customers don't trust you. And in this economy, there's so
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much trust deficit, you can't afford this.
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So talk to me about this accessible way to do R&D and the
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fact that you got data, but you're not going to have
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perfection, but you are in pursuit of a winning formula.
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Right. So what I'll say is this, I
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think the best example is I'll use a solopreneur founder.
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We think we've got all the hats and we've got to wear them all
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and that's it is true, especially for a time.
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For a time. For a time and then when you
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think of passing the baton or you create an expansion, when I
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think of scaling, I think tall and wide.
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And sometimes our scaling doesn't necessarily look like a
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direct W2 or 1099. It could look like a joint
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venture partner. It could look like a strategic
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partner. Like look at us, right?
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Sometimes that's one and one makes 11 and it's like, I'm all
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me and you're all you and we can really grow this thing.
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What happens is something as simple as a CRM, which is like,
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in some regards, people are like, oh, it's DRM.
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It becomes the motor to your business.
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It becomes where you track leads, you remove the emotion
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out of entirely. You create a systematized,
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optimized procedure that keeps you consistent.
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I do not believe and all of my experiences as deliberate and
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diligent as I am, if you rely on willpower alone, you will fall
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flat on your face. Consistency and discipline are
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the only things that really you can scale.
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And so by utilizing a CRM, by literally sitting with your
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messaging, testing, analyzing and refining in a week could
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lead to significantly more conversions.
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You don't have to have months and months and months of data.
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We can release version one right now and in seven days go.
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What? What?
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How did this look? Oh, we made it here.
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We had this many clicks. We made that many conversions.
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Interesting. These conversions came from this
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kind of client. Should I then revise my
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messaging to go, you know what? I thought I was talking to her,
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but I guess I'm talking to him and you're kind of on the ride.
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Not kind of you're on the ride and I'm saying buckle up and
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let's go get on the ride. And imagine we have 36912 months
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of this. Now we have legitimate optimized
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data to run with. You take the emotion completely
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out of it. To me, when I think emotion, I
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don't mean like the negative emotions.
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I actually mean we get to interject the emotions we enjoy.
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Like I can go run with these clients that I know I'm
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converting to create the space to go do the philanthropy work,
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the go do the woman empowerment events, the go run the races
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that I love to go do all the other things because I know that
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this data is converting and it's working.
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And then hear me and I hear them.
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And I think we get confused when we think of marketing because we
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think of marketing and we go, oh, it's social media boosts.
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Oh, it's posting on LinkedIn as a thought leader.
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Oh, it's printing. And I own a printing company.
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I'm saying, pun intended, It's what you say, how frequently you
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say it and who you say it to. And sometimes those three things
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change. Sometimes they're seasonal.
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How will you know if you don't have some kind of system,
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something to show you these things to keep you accountable,
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to create a discipline of like a habit stack?
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This is how my business is run. These are the metrics that I'm
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looking to match or exceed. This is why.
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And then as we grow, when we pass on a position, we have some
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baseline because otherwise when we hire people, we create a job
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for them to go figure out how to do the job and then they then we
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have to manage them. And so we've created another job
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for ourselves. And I think there's a
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delineation between owning a business and owning a job.
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Yes, right. 100% I think we often underestimate you say, you
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know, we don't need months and months and months of data.
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But the thing that always stymies everybody I know when we
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come into conversation with them, who do you wanna serve?
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There's some idea, but not great clarity.
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And then I say, who are you actually serving?
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Who is actually responding to your message?
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Because if you are going to win quickly and predictably in
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business, go where the market is moving.
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And you learn where the market is moving by what's responding.
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And then you have to check with yourself, is it responding in
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the way I want? I want more of that.
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Or something is off. And that's the opportunity
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you're given with data. And every business owner needs a
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customer or M, even if it's as simple as a spreadsheet, because
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the longer you're in business, the faster it is to lose clarity
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on what happened when and who's on first base.
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Right. Because you're like, who did I
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meet last week? I can't remember.
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I'm sure I sent them the e-mail. Who knew?
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No idea. Oh, I didn't do it.
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Oh, no wonder I'm not making any sales.
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So if you're in the emerging space and you need support,
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you've obviously got people like you who are factual CMO's to
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come in. But whose role is it to lead R&D
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and to constantly bring it back to table?
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Because we know we could and we're seeing the magic of
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possibility. How do we live it though, and
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who's responsible for it? So The Who I think varies on the
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business, but I'll say this, I opened up my own fractional
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capacity because I want the answer to that question to be
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the me or the means of the world so that the use of the world can
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go live in your zone of genius, make the money, do what makes
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you happy and light you on fire. And then someone like me brings
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you back and anchors you and goes, oh, cool, amazing.
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So this is exactly, these are the leads in our, in our
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pipeline. These are the exact calls to
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action we're giving them. These are exactly how they're
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responding. This is where they are.
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Who's on 1st? Who's running that play?
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Oh, no, that fell through. No big deal.
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This is how we come back from it.
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Or, oh, actually nothing fell through.
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We actually need to higher, we need to divide and conquer.
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We need, we usually have a more desirable problem, but I think
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what happens is people with R&D, they think, Oh, no, it's the
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teacher who's going to scold me. It's that I'm gonna get like,
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you know, the discipline or I'm gonna get grounded.
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And it's like, no, it's the other way.
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It's actually the freedom. It's to say if you're like me
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and you averaged at 1.40 events a month, what do you do with
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them? Because if you do not go into
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that event heart centred and systematized, knowing a plan of
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action and a call to action of who's in the room and how you're
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going to connect with them so it resonates.
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That's step 1-2. If you don't have a system that
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backs you up your follow up because the the fortune is in
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the follow through, not in the follow up.
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So to your point, did I send the e-mail?
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Well, I'm ready for those emails to be sent before I go.
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I'm going to drop in the contacts and I'm going to drop
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in the specifics to our conversation and those emails
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are gonna go out within 24 hours of my meeting with a very
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deliberate call to action. And they're not a sales e-mail
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either. They're Christina was amazing.
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You lit me up. Thank you so much for seeing me.
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I cannot wait to take on this next project.
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We talked about XY and Z this Thursday at 10:00 work.
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It's really simple. And then being able to
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understand what that translates to.
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Did they open it? Did they click it?
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Did it convert to anything? Sometimes it's figuring out that
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your CR work has nothing to do with you or the other person.
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Is your CRM working? It's true, you guys to our level
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of systems and we think to the lack of them.
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And I think we often just have systems out of sequence.
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There's two types of entrepreneurs in my observation.
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There are those that go with no systems for far too long until
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capacity and the number of eggs that get dropped become
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expensive. Or there's those that think I'll
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build all the systems and then wait for my customers to get
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here. And both happen a lot.
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It's important that we start and then we refine and that's what
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the whole R&D process is. How does that lead to branding
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and how people experience us? So we have an idea, we have a
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desired call to action, maybe we have a logo, a slogan and a
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stamp of of our business and who we are in our minds.
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Not only do we love it, we live in our teams on board.
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We're ready. We need clients.
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Version 1 is better than version one.
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We run a play on version 1 based on the response it doesn't mean
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ohhh I sent out 100 warm hellos and I only got 20 back and so
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the whole thing is scrapped. No, it's taking those 20 and
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going. Who are they?
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What do they do? Who are their clients?
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What pain points do they solve? Wait a minute, maybe I've got my
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client avatar wrong. To your point, maybe the persona
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is the is different than what I thought, but right now they're
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biting. What do I do?
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I refine for them, especially when you're sitting in the the
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launch space. We know what our hearts want and
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we also know what the market wants.
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Sometimes they're not the same as long as you're acting in
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integrity. Sometimes you flip your business
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plan. In your model, you thought that
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maybe your clients were meant to to large business, but you
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realize actually small wants me more than I ever thought.
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I'm going to do a 90 day run and I'm just going to lock arms with
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all small. Small might be a small
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enterprise solution. Small might be for 9 employees
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or less than small might be you know in the half $1,000,000
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range of revenue. Depends on how you measure it.
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But when it comes to branding, is a brand is a living,
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breathing entity. Why?
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Because it's you. A brand is not a third party.
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So if you are constantly under development, if you give
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yourself oxygen, vitamin D and water, the same things are
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needed to to to give life to your brand.
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The same way you want to replant and you rotate it.
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The same thing happens. To you as a brand, I think where
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the disconnect happens is when we treat our brand like it's
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outside of US. We treat it like an
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afterthought. I did my logo package.
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I spent $20,000 on my CRM and implementation.
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I have a beautiful brand guide. Everyone at SG says if you think
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that we think it, that's our motto.
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OK, cool. Who's our client is?
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Are they saying it? Because in reality, we maybe
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aren't our client, right? And I think that I've learned
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from the most massive government agencies to delicious mom and
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pop restaurants, all you ever want to know is that you're
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working and that it's working, that you're working it and it is
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working. And the only way to know that is
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to be able to test out your brand, your messaging.
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Generally speaking, what converts the client is how you
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make them feel. You are selling a belief.
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So is the aesthetic of your brand pretty?
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That is an ambiguous interpreted statement.
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Is your message landing to your ideal client?
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There's more proof in the pudding there.
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And so when you do the R&D, you're able to really anchor
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yourself in your language, create a culture around that
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language and test to see if your clients respond to it and if
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they don't want beautiful feedback to adjust.
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It's like you would have never known you would have built.
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You have spent hundreds of thousands of dollars on an idea
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with no testing. But I think we often don't know
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as we hope, we think we do what the market wants and we think
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we're going to curate the demand.
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And you can. It's just a very long runway and
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there's a very expensive pathway and the R&D is not optional in
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that path. If you're going to go from zero
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to curate demand, you're going to be stuck.
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You're a bad barometer of what the market wants because you're
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in the space of the enlightened. And that's one of the things,
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the biggest challenges with business.
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I said you're in the enlightened space, you've solved it, you've
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identified it, you can articulate it.
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And in some level that's elevated thinking.
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But your person who might be the person you're meant to serve is
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not in the same time continuum, same journey maybe, but earlier
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decades or earlier seasons. And so they're with language
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that's different and they're in options in spaces and rooms that
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you may be migrated past. The only way you know that is
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data. And if you find a sweet spot
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that that's a possibility, you then get to choose pursuing it
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and pursuing it to be effective, which is not just activity, the
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right activity to serve with the client because their goal line
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isn't applause. That's a nice to have.
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Our goal line is service. Of people, right?
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We're result they wanted. Hmm.
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I think the people most beautiful thing there that I
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hear is that no matter your industry and no matter your
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enterprise size, you're in the business of people.
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And I'll say it again, you're selling a belief, not a
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manufactured belief, a legitimate belief, the belief
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that this thing can help serve my pain point.
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You're always anchoring yourself as the guide and the subject
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matter expert. You're like the flashlight.
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If somebody's illuminating a space, a walkway, and you're
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giving a client options because sometimes they don't even know
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what their options are, they have one desire.
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Get Me Out of where I am right now.
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Just Get Me Out of there. Pick me up and take me.
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And the fact that they agreed to your Pick me up and take me
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gives them one role in their own story.
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They're the hero there and you're the guide.
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And that can be scaled and rinsed and repeated beyond
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belief because the greatest gift of gratitude is a referral.
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So my thing is you may not always be talking to your exact
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client, but man, when you anchor the belief that you are the
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subject matter expert to help them achieve A desired
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transformation, a light bulb goes off and they go, Oh my God,
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Christine, I found them. I don't think they're I'm
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looking for, I think who you're looking for.
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That is the ultimate compliment. Imagine I haven't, they haven't
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even used your service, but it's like that Rs system of the blue
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or red Ferrari, you see one and all of a sudden you start to
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spot them right? I just can't say enough the
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absolute fire inside me when it comes to helping a brand get
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unstuck and scaling with clarity on the back end.
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Because time is our greatest resource, and if you can
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constantly be in a space where 1 + 1 is 11, it's never 2.
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Then you know you're working smarter, not harder, and a
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system allows you to do that. And I'll invite the audience to
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consider that rather than think of our external system solely
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think of your internal system. I CRM in a back end of a
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business allows you as a human being to be accountable in your
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own internal system. How you show up, The consistency
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of the clarity, the deliberate, inspired action, taking steps,
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the connecting of your relationship equity.
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Who you talk to, who you don't talk to, right?
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It's to me, it's one all-encompassing ecosystem and
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it's to me very energizing. Well, and it is it is the
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freedom, it is A to scaling and it is the pathway to
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predictability. And you got to remember a buyers
19:04
looking for predictability and it's something that you need to
19:09
just vet in terms of it sounds good.
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Is it true? And is it reflective of the
19:14
current? Because remember this, clients
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of every shape in every business, in every industry I've
19:20
ever met is banking on you to help them navigate an unknown.
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So they're choosing a very personal decision.
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It's not the logo, it's not the font.
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It is much more about the looped experience and the feeling, as
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you say. And so I want to ask you this
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because I ask all my guests this, to illustrate how you win
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in the marketplace. What are you doing right now
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that's really attracting your people to buy into the results
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and hold your hand to get them together?
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What's working right now in your business?
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To me, what's working extremely well, they're my strategic
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partnerships. So I figured out as founders and
19:57
entrepreneurs that joint venture partnerships and aligning
20:00
yourself with really the the right equal yoked individual who
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sees you, who understands your value and where you can both be
20:10
in respective rooms and each of you has representation.
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We can go so much further together.
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Two things it did for me. I didn't need to be in every
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room when you're busy or delivering your clients the
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service and the desired transformation.
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That's what you prayed for, right?
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That's what you worked for, but I figured out you're developing
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an ecosystem, a tribe of like minded entrepreneurs who run
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alongside you. A helps me from a mindset
20:40
perspective because it's this concept of agency of self
20:44
doesn't mean isolation. It's the opposite to me
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actually. I'm like, hello, warm hug, come
20:49
in, let's go do this thing. Secondarily, it is incredible,
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like I mentioned, what a referral from a client,
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prospect, colleague sounds like. And so when you're a trusted
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expert or resource to someone and I'm able to hand them off to
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you, I've not only given you the ultimate compliment, I've done
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some of the heavy lift with you. Like I bring them to the table
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for you and, and it's bliss. It doesn't mean that it's easy,
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but there's a lot more ease and it took me a long time.
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I'm on year 6 of being fully on my own.
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And I would say that that landed hard in Year 5.
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And I recognize that the power of entrepreneurs is that we all
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get to connect our ecosystems and the way that problem and
21:33
each other. Unlike a job where you're
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working with a bunch of people and maybe you like a, maybe you
21:37
don't, but you're going to have to in this space, we get to
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create our colleagues and our coworkers right outside of our
21:44
organizations. And that's kind of proof and how
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you and I met. It is exactly.
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Right. In the right opportunity and a
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belief in the values that were lying to say let's go play yeah
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and I love this freedom of you don't have to be in every room
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to be in every room right Somebody really understands your
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brand really understands what your promise is and knows that
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you will walk your talk if you're gifted A referral So how
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do people find you and work with you in the work that you.
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Do so my website is I am Sam Gannam, so it's Iams AM GHAN
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em.com and my Instagram is at Sam WGHANEM.
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Guys, go connect to sound. She's an amazing human being.
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I'm very grateful our paths crossed.
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You know that we're going to do some really fun things together
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and bring brands and humans to success stories together because
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it is the lived experience, it is the feeling we create.
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And my friends, the future is human.
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Don't ever mistake that because the relationships are the
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catalyst you're seeking. Thank you for being my guest
22:53
today, guys. This is amplify your marketing
22:55
message. Be back here next week.
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We're going to help you find your next client fast and have a
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lot more fun on the journey to it.
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Thanks for being here. Today, thank you so much.
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That's a wrap on another amazing episode of Amplifier Marketing
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message with most Christine Campbell Rappin be subscribe on
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your Fate Cast platform so you don't need another great
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episode. Be sure to visit
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christinekim.com/podcast to get free resource on Haster.
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Your marketing map will see you all on our next episode.