How to Create a Digital Marketing Strategy with Joe Apfelbaum (JBiz Expo)
Joe Apfelbaum: 00:11 Really long time. Let’s give God a round of applause.
Joe Apfelbaum: 00:16 I know many back in the day. When is the children’s Center in 77? 70 eight. Raise your hand. Okay. We’ve got everyone here. The seven 70. That’s amazing. So I’m going to drive here. I did an instagram live. Your follows me on Instagram, but I decided that I’m going to talk to my audience a little bit about some of the things that are going to talk about here. And a story came to mind in the story. I wasn’t the only stories. I was talking to an entrepreneur that walked into my office and he said, Joe, I want to build my business. And I said to him, I said, do you want to build your business? Okay, that’s cool. Tell me a little bit. Was telling about business. He has his big vision. You want massive, massive results. It’s like the reason I came to you, Joe, is because you helped over 1100 companies and you were one of the fast growing companies in America.
Joe Apfelbaum: 01:03 What’s your secret? What did you do? I said, okay, I’ll give you my secret, but first I want to know, tell me more about your business, and he started telling me what was the big visions and all the big things he wants to create, and I said, okay. She’s like, so what do I do? What’s a good strategy to create? I said, in order for you to get somewhere big, you have to start somewhere small, and he looked at me like, what do you mean I can’t start small? Start Small, I’m not going to get anywhere. And I said, you really have to take yourself and put yourself into. You’ve got to dream big, you to drink. Very, very vague because you can do what you want to do and you are a dream day or when you’re starting you have to be very, very, very specific.
Joe Apfelbaum: 01:43 He’s like, how specific do I need to be? I said, you need to be smart, specific, measurable, attainable, relevant, and time bound. And he’s like, but if I’m, if I’m specific, I’m going to limit myself. I want a lot. I said, okay, you know what? How big do you want to build your business? How big do you want to build your business? He said, as much as possible, and I heard this over and over and over from failed entrepreneurs because if you take a look at statistics in the United States, there are $34 million businesses in the United States. If you asked me what percentage of them are doing over a million dollars in revenue, I would have thought that the majority of them are doing over a million dollars in revenue because the average business as about maybe 10 percent if you’re lucky on the bottom line, would be five percent. Right?
Joe Apfelbaum: 02:30 So in order for somebody to make a decent amount of money, you need to be doing over a certain amount of revenue. But when I looked at the numbers, I realized that 96 percent of the 34 million visitors states week less than a million dollars in revenue. And so when Google hired me to be a certified Google trainer and to talk on behalf of Google to small businesses to teach that, and I started asking them this question, how big do you want to build your business? Almost all of them. I had a 10 would say I don’t want to limit my success by putting a number on it. Anyone resonate with this? Raise your hand. You can resonate with this. A bunch of people can resonate with this. People don’t want to limit their success and putting a number on it. Why? Because they’re trying to get lucky.
Joe Apfelbaum: 03:13 And I grew up with my mother’s score and in the lower east side, and I don’t know if anybody gets of Orchard Street in New York City, but back in the day people had scores there and all the department stores now it’ll be open on the weekends and her busy table Sunday we close down the street and it’s so basic and I watched her try to grow her business, try to grow her business every single Sunday. I would go down after yeshiva and help around and stand on the street is ready to getting people into her score and after 10 years of birch run, she never hit the billion dollar mark and eventually after 9:11 she went out of business like most businesses, she went out of business and I was thinking to myself, what did I do different? Why was I able to build my business to a million $2 million to keep doubling to be one of the fastest growing companies in America year after year.
Joe Apfelbaum: 03:56 And then I realized when I set out to build my business and it’s very, very specific goal in mind. And so when I talk to business owners now I see there’s a three step process to creating a marketing strategy and people look at these like marketing strategy sounds, fancy, sounds fancy to have a strategy because small business owners, they don’t want red tape, like stop planning so much that meeting so much. Let’s get something done. Anybody resonate with getting things done? Getting things done, planning so much, right? You just want to get it into them. You’re you to get. Yeah, what do you want to get done? What do you sell it? You have a new website. What are you selling? News advertising. Look at this. You Go, amazing. Fourteen years old. I wasn’t doing I to getting kicked that he shiva, Shiva, Shiva, my parents sent me to Montreal and I wasn’t thinking about starting a new sign like you.
Joe Apfelbaum: 04:53 Amazing. Congratulations that even on a computer until I was 17, so I’m thinking to myself, how can I help small business owners really understand marketing strategy? Because it sounds complicated. It sounds like with the fortune 500, but the reality is marketing strategies not complicated. I’m going to give you a simple three step process so then you can really understand what it means to have a written digital marketing strategy. You guys ready for it? Okay, good. A little louder. Yeah, come on. Get excited to get motivated. See, I wrote this book. I wrote this book called High Energy Secrets because I used to be very low energy. I don’t know if you guys know me, but I just posted a thing on. I just posted a post on my facebook six years ago and how was this real zing on steel post that I posted this morning of this year.
Joe Apfelbaum: 05:44 Okay. We got a couple of people there that saw my posts, but I posted a post so a few thousand people following me online, like $10,000, a couple thousand dollars here, a couple thousand on there. So you never know who sees you. When I walked in here, people are stopping me and I’m like, who are you? And your people are good friends. It’s your videos every day. And I’m like, okay, okay. Anyway, so I posted a video of myself and the amount of energy that I have a solo. I was not. I knew the low energy secrets. I didn’t know the high energy secrets. I do that when I stopped eating a kosher the light, they went out of business in all their locations because what happened was I did not know that all the things that I was eating was taking away my energy and I was working really well part of my business and I wasn’t working smart business.
Joe Apfelbaum: 06:32 So having a strategy like I have a high goal, see, I set a goal until a hundred and 25,000 copies of this book came out with a book about two weeks ago. Paul millennial or anybody bought it. Let’s give him a round of applause. Yes, amazing. Reggie sold 15,000 copies of it one week. Exactly. Probably the best selling book of all time. Definitely on Amazon, but probably a bold time within one week. Articles like, oh my God, how’d you do? This is very specific strategy and plan. So there’s three sets of creative strategy. If I want to be able to sell 100, a hundred, 25,000 copies of my book, I need to have a plan. But the first step to creating a plan is having a goal. Okay? So having a goal there is a big goal. So your strategy, your goal is what’s your revenue goal?
Joe Apfelbaum: 07:17 Does anybody here have a revenue goal? What’s your specific revenue goal? Okay, one person raised their minutes. Now, for the people that didn’t raise your hand, either, you don’t have a goal where you don’t even know what I’m talking about. You’re not listening, maybe, right? Maybe you’re on instagram or something, which is cool. If you’re on Instagram, you’re going to be looking at my instagram videos of me or whatever it is, but if you don’t, if you didn’t raise your hand because you don’t want to limit your success. You didn’t set a goal because you didn’t limit your success. Then I’m, I’m telling you here that I see business owner after business owner go a business because they’re trying to get as much as possible. You got to get those words from you. You’d have to set a specific goal. So what’s your goal for Your Business? Almost finished the website and once you’ve finished the website, how much money do you want to make? I have no clue. You have no clue how to design. If you to decide how much money you want to make up your business, what number would you throw out? 100,000 dollars. What are you going to do with $500,000?
Joe Apfelbaum: 08:21 You don’t know. Okay, awesome. But think about it. You see a boy, 14 years old, pretty amazing writing, starting a business. He has a website that was gonna launch. Unbelievable. And he’s going to generate $500,000. Why? Because he decided to pick a number. Now, most people don’t make that. I remember it was a website called Brown. Is that in both? The guy came to me when he was wondering about Joe, I want to launch my website, cam of the advice. So back then I was like, you gotta get your keywords because I’m an seo expert and that’s what I do. I wasn’t a digital marketing strategy when I started my business, I was an seo, so when I decided to do was to create a very specific plan and I wanted to sell this plant, 1000 customers now want them to get $10,000 a year for each customer.
Joe Apfelbaum: 09:07 That was my plan and I went off and I sold it to 1100 customers and when I got there, I realized that not every customer is created equal because 96 percent of them are doing less in a million dollars in revenue. They’re going out of business. Even if they’re number one on Google, you can be number one on Google and still go out of business. If you don’t have the right plan and you don’t set a revenue goal, you’re just trying to do as much as possible. My mother always had an attitude I want to do as much as possible. She was a very big fan of the buffet. All you can eat, let’s get as many customers as possible. Let’s make as much money as possible and let’s hope for the best and that doesn’t work. So you haven’t set a specific revenue goal. The reason I’m drilling this into you might seem obvious.
Joe Apfelbaum: 09:45 You might be saying to yourself, so I know this, let’s get to the kicker, but most of the things that people don’t have in their life that it’s because they’re not doing the things that they already know they should be doing. Does that resonate with you? Yes. It resonates with you. Say Yes. When people read my book, they’re like, really? Water? Really? A five percent drop in hydration is a 30 percent drop in energy. Are you telling me you don’t take drugs to have them with energy and save water? Spectrum? Energy doesn’t come from food. I haven’t eaten anything since yesterday and some days I asked for three days in a row because they know how much water I need to take. I know how many electrolytes I need to have. I know what I need to do in order for me to get energy and it doesn’t come from food.
Joe Apfelbaum: 10:34 As a matter of fact, this is all about strategy and the reason it’s all that you’re gonna. See, I’m gonna connect. It all somehow connected all the reason is you guys, you put stuff into your business, you put stuff into your life, and it just takes up resources. The most resources. Your brain takes up about 20 percent of your calories every single day. It’s the most intensive, smallest part of your body takes up the most. The most energy edited by your brain is 80 percent water. You don’t have a five percent drop in migration. You’re gonna. You’re going to try to survive. You’re going to go down to energy. So what I tell people is there something draining your business and the thing that’s draining your business is you thinking that the more you eat, the more energy you will have, and I’m here to tell you that food takes up a lot of resources, hiring more employees, takes up a lot of resources.
Joe Apfelbaum: 11:26 I had 75 employees and they were taking up a lot of our resources relocations and I wasn’t turning the profit that I want to turn because I just wanted to grow as much as possible. At a certain point, I was like, you don’t have this level again. Let’s double again, and I wasn’t buying wine century and when I started to work on myself, I started thinking to myself, you know what? I think I time, I think it’s time for me to start painting work bottom line centric and it’s time for me to have more energy and the other day when I get home and I want to play with my children, I didn’t have the energy to do that. After 16 hours of work and eating approach the light and the only other places that are already in, I did not have the energy and now I have tons of energy. So if you want to get energized by your business, you’ve got to set second energizing goal. So movio wants to throw out a number, throw out a revenue number that you want to go. What’s a number? Say it. If you don’t say it won’t happen. You have to say go 30,000 number.
Joe Apfelbaum: 12:28 Okay? Do you want to get her raised? What number do you want to get these specific? There’s a book called think and grow rich and in chapter two folks about desire and desire is all about right team down to what you want. If you don’t write down what you want, you’re not going to get it. The first step was successful digital marketing strategy. By the way, all of you in the back, I’m not going to be finished it two minutes, so if you want, you can sit down and it’s like a thousand extra seats over here, so feel free to come down and I don’t mind if you come down and sit down and there’s a whole empty row with the prime and I’m not going to pick on you. It’s not going to spit on you or anything like that, so feel free to come down if you want to.
Joe Apfelbaum: 13:06 If you don’t, just feel free to stand there and cross your arms. That’s cool. Anyway, so we’re ones that has any regrets for what number, what number the number is. So we have one point, $2,000,000. Anybody else? 10 million. 1 million. Good. Give me a number. Say Your number. If you say you’re not where you’re going to succeed, you’re going to get there. You don’t have a lot of. People think they have to know how to get there. You don’t have to no house. You just have to know where you’re going. If you want to get somewhere, you have to know when you’re going. So what do you want to go? And I want to sell 125,000 copies of this book and I keep saying that because it’s a very specific goal. It’s not 20,000, it’s not 30. That’s 125,000 copies and I’m going to show people like royalties could prove that I actually went and did it and it just came out of the book.
Joe Apfelbaum: 13:54 So I wanted to know for you, how much money do you want to make growing? Number two, the good. By the way, if you don’t want to say the number because you’re too shy or afraid, you going to get judged or whatever. It’s totally normal for human being, but at least write the number down. When I wrote down then I want to generate a million dollars in annual sales. My business, I had no idea how I would do it. I have no idea, but suddenly one day the idea came to me. I had, I was working full time at a company called the launch. We.com. I to see all the people up to be and I had seven side businesses at the same time as completely completed of energy, all the businesses, especially to soda business. Now when I started as I was building some people’s park 500 feet into or something that got good foreign customers, three crews and so much fun.
Joe Apfelbaum: 14:45 But again I did not have a clear plan and I didn’t have a goal to get to any number. I was like as much as possible and in the fingers and when I went I set a specific plan. I said I want to get to a million in revenue in order to get to a billion in revenue. I need 100 customers and each customer maybe x amount of dollars. I was very specific and this is how many I’m going to get. I’m going to hire a sales rep person and he and I wrote it down and the back of a freaking Napkins. You don’t need a big complicated marketing strategy in order for you to write your goal down, so write your goal down. Be Very specific. That’s number one. Number two is wait how many accounts you want, how are you going to get there? Be even more specific.
Joe Apfelbaum: 15:25 So for me to get to a million dollars and $10,000 a classified to add accounts, I say that because we’re going to have some churn. Churn means you can’t sleep. I also learned that there’s something called reoccurrent revenue, right? Is anyone not recurring revenue is raise your hand if you know reoccurring gravity, you sell it once and you keep making money over and over and over is that it needed to sell it and sell it and sell it. Right? It’s a great motto. I was really upset. I was when we got hundred websites a year and I was trying to, between a thousand and $2,000, I think a nice living, but I wasn’t making enough. I wasn’t making enough in order for me to be able to do everything that I wanted to do and every year I to get 100 new customer, but how do you think I feel with thousand customers?
Joe Apfelbaum: 16:08 The way I did that is by building recurring revenue. I got a client making sure they’re happy and the requirements for seven years. Right. That’s what you want, but I didn’t know is that most small businesses go out of business within three years, so it was at one point I was adding 50 new customers a month and I would have to back and I was losing 50 customers because they were going out of business. Even though I got them to be number one on Google, I’ve got to be number one. I drove the traffic. They had the right amount of conversions, but they couldn’t afford to grow fast enough because they didn’t have a proper digital marketing strategy. Step number one is have a goal. It didn’t set goals. Step number two is know how many accounts do you want and the size of the account and whether the reoccurring revenue and all the information about those accounts.
Joe Apfelbaum: 16:51 It’s definitely convenient to have a marketing budget and by the way, this is the biggest issue that small business owners have, is that you don’t set a marketing budget. Now people will be like, you got me results that I get this all the time. If you, if you’ve got the results, there’s no limit to the budget that I could spend. I get spend billions with you and I was like, you could spend millions with me. You really can’t. He’s like, well, if you get the results, eventually I could figure it out. And then Logan alone, that’s the other thing. I was like, do you really want to half a billion dollar business? Like I don’t know, maybe. Maybe I want to have a building. I said, do you know how many Zeros are in a billion? He’s like a lot of like, yeah, there’s a lot of zeros in the billions, but there’s a lot of infrastructure.
Joe Apfelbaum: 17:36 You have to build a handle, a billion dollars with the revenue. You don’t have a infrastructure. I need to have in order to sell a hundred and 25,000 copies of this book. Nothing. Amazon is sending people there and then I’ll put wife’s phone tag there so she gets a seven percent commission on every sale, right? Fried. So we doubled it. We get money from both sides. I don’t need any infrastructure. I could say I want to sell a million copies, but it’s not going happen to sell a million copies, but that’s not a smart goal, but need to be specific. We need to be measurable and didn’t have to. Hateable needs to be relevant, relevant, and it has to be time now. But I went. So the third thing is setting a marketing question. I’m going to give you a quick tip on how does that no marketing budget.
Joe Apfelbaum: 18:16 If you don’t have your goal set up, you’re not gonna be able to set up your marketing budget, just not going to work, so you first need to state your goal because your budget and how many counts we want, and then you need to understand what is the lifetime value of a customer. L T, write this down. If you haven’t written it down, write it down. Lifetime value, lifetime value is the most important thing. Because I was actually spending, I was spending more of my customers to get my customers I was making on my customers and the first three months, okay, so I had to. If I didn’t have that, I will be like most people that would get stuck now wanting to invest. So I invested in trade shows. I invested in you are. I spent $26,000 to get onto Fox business news. Think about it.
Joe Apfelbaum: 18:58 It’s been $26,000 to get their $6,000 a month and the lady for a bunch of concepts, all she got me to. After that we basically said, okay, listen, obviously it’s not going to work out because you know you guys and the Fox business news right away because you have a relationship with somebody new. Right. So are work with Greg on that for 35 million people. Saw my video is the first time I was Enron TB globally and we’d have one person that calls me. The guy in California, a rabbit California called me and he said, Joe, I saw you on television and I wanted to donation. You must be doing really well. What’s to be a rabbi and going to give you any money because it wasn’t me. Somebody else. Right? So think about that. I only know it was a donation called, which was great, but you know what?
Joe Apfelbaum: 19:47 At the end of the day, that’s not what I use with per core. I use at seminars because when google marketing to be observed by google trader, I first started off with a big video of me on Fox and I was like, look at that person. Look like wow. Then I put it on my facebook and linkedin and all over the place, but I had to overcome a lot of my own self limiting beliefs and be able to leverage pr so it ended up being worth the 26,000 but not just to be on tv, to take it later, cut it up over the place and send it to all the people that already knew me to build credibility. Exactly. So this is another way for you to leverage that stuff. So if your budget revenue and gets down to. I didn’t know what the budget is, that number one is understand your life.
Joe Apfelbaum: 20:31 Once you understand the value of a customer. So who knows the value of a customer for them? Raise your hand if you believe the value of a customer. Okay. Nobody knows. Okay. So in order for you to know the value of the customer, reaction to how much will this customer stand with me over the, over the next couple of years. So if a customer spending $100 a month with you next year, right? So for me in the business, I charge $175 and put out here in $175. Right? That was the average price that I was charged and plus this right? Of course tips and I really the person collecting the money so I could like the tips as well, right? If we send the money and then I’ll obviously distribute to test everybody’s something sense. Well what’s the lifetime value? The average customer, I get the business for 10 years, but I was in a very young all the way up to like my early twenties.
Joe Apfelbaum: 21:21 But I gave up the business when I started to get even harder to get rid of all your businesses, your seven sign muscles. Not going to work. You want to get to a million revenue, you have to focus on one business. You got to put all your eggs in your basket in this basket and you gotta watch the basket. Otherwise it’s not going to work. And I did that. I did it and move and we got the business to a million and 2 million and we kept doubling and doubling. So I take a look at this as a business and I asked myself, okay, what’s that revenue?
Joe Apfelbaum: 21:49 Let’s say $50,000 a year, whatever the number is, $100,000, how much am I willing to pay for a customer that’s willing to pay me 75 and one 75. Now how many years is he going to stay with me? So he stays with the 10 years, right? So the customer will spend over $3,500 over the course of 10 years. Now I’m willing to spend $35. No, because there’s a certain profit margin that I get from the customers that I profit margin 50 percent on that. So it’s 50 percent. I actually bank if $100. So am I willing to spend 7:50 to get that customer that’s going to last for 10 years? So that’s the question you’d be asking myself in terms of lifetime value. I want to grow my business. Number one is what type of customer do I want to have? How many accounts and what is the lifetime value and how many customers do I want?
Joe Apfelbaum: 22:36 So now, if you understand what you’re willing to pay for each customer based on your gross profit and your life kind of value and how many customers you want, now you build your marketing budget. Does this make sense to everyone? Yes. It makes sense. Say Yes. Okay, good. And most people don’t know this and that’s why they don’t have the foundation, which I call goals the foundation to your marketing strategy. Step number three is to have these goals set up. Step number two is what companies are you looking to go after? The B to b space. You’re in the B, two b space. You’re selling advertising on a website, right? So who’s your ideal client? You’re under construction, but when you launch, who’s going to be? What is it?
Joe Apfelbaum: 23:20 All different companies. See, most people think like that. I think I want all difference. I want everything. I want it all right? And if you’re all different, the only succeed when you need to have to be very specific. You can target a specific audience. So you might say, I want companies that are more than 15 employees, right? Companies like 150 employees or they don’t have more than three years, right? Do you want them to go out of business? Because if you’re paying a lot more, the classes where you want to make sure that the lifetime value, big sentence, right? So once you start figuring out who those customers are, then all of a sudden you’re like, well, you know, Joe, he’s only seven companies and Lakewood that fit that criteria. So I’m like, so now you have a list of seven people that you can have to go out and sales instead of using all your resources to get every single person in the world that’s later not going to pay you or they can ask you for a week until you’re not proper counseling, not profitable.
Joe Apfelbaum: 24:13 You get the right set of customers and you’re able to actually make profit and grow with it. Does that make sense? Right? So that’s the key. You don’t understand who you’re targeting. So in target companies you’re targeting, if you’re B to B, if you’re B, two c, you want to know what equal you’re targeting. That’s step number two is what people, who are the people, how much money do they need? What do they opt to be? Very, very specific. Most people are afraid that if your specific, you’re not going to succeed. I was talking to a very successful videographer and he said, Joe, I want to be able to get a double digit six figure business and I’m not able to break $100,000. Mark, what do I do? I said, very simple. We tried it. I understand you have a goal. You know what you’re willing to burn.
Joe Apfelbaum: 24:54 When will you targeted? He said, everybody, if you’re targeting everybody, your target mailbox and like the guy that goes in to the Honda and he goes out to hunt and he goes out with every type of weapon and he sees a bird is running after the birth and he sees a buffalo and once after the Buffalo, then he sees the drd running after this area doesn’t catch anything and he goes to a palm tree and then you have to wind secrets that learn on that schemes and blurts out and still have energy price because otherwise otherwise articles got worse because he doesn’t have enough capacity or whatever it is. So the key is focus and know who you’re targeting. Now I want you to think about this beer customers. What do they see? What are they here? What do these do? These are the things that will get you rolling because not every customer is created equal.
Joe Apfelbaum: 25:37 Think about the fanciest furniture store and Barbara, because anyone had furniture thrown, bark, bark, accentuation, right? What’s the difference between accentuate and idea? Right? Idea that Mr Wade to drive to the end of the world. Find a place over there. Then they walk you around a thousand miles until you get your thing. Then you got to Schlep your thing yourself to your house, and by the time you build it, you have to build it in Brooklyn. You’ve got to build it outside so the garbage people can take it because it’s already broken by the time you build it, right? And six months passed and that’s said your kids are already out of the house. You don’t need the crib anymore. It’s done right, but the other place doesn’t have that right in the center, right outside your. So what are the furniture costs? 100,000 dollars, right? So you think about that.
Joe Apfelbaum: 26:19 It’s catering to different human being. The person that goes to Ikea, it’s not the same person that goes to accentuation, right? Does this make sense? Do you have to know who you’re targeting and that the advertising before you do any social media before you went seo, be create a website. Know who your target audience is. Now here’s the kicker. Once you know who your target audience is, someone told me, he’s like, Joe, I knew my target audiences, but they don’t want to buy from me. I was like, why not? Because I know. No, they don’t like because it’s not about you. Why don’t they want to buy for newbies? So he’s like, I don’t know. I said, probably it’s because they don’t get down value you for what you’re offering. Then she’s like, how do I identify my unique value proposition? How do I do that?
Joe Apfelbaum: 27:00 I said, it’s very simple. There’s something called pains and gains. Write this down. Let’s go. Pains and gains. What does it mean? People are motivated either by running away from pain or am I running forwards? Gauge pleasure, right? That’s what motivates us. That’s what drives somebody was standing outside. He said, Joe, 99 percent of people have schnitzel. You’re not going to take Schnitzel away from him. Don’t tell me you’re my energy secrets. I was like, it’s all inhabit. He’s like, no, you can tell me that. It’s not my fault. It’s not like folk, but I love Schnitzel. I love it and that’s why I eat it and that’s why I’m overweight and I’m thinking to myself, we used to think that way. It’s not my fault that I was 265 pounds. I just love food where I would say I just have big volumes right now.
Joe Apfelbaum: 27:46 All these other excuses. But the reality is I valued food, eating food more than it valued energy, so I would eat on Thanksgiving because anybody that Thanksgiving dinner, Friday night dinner, right? So I’m either Friday, thanksgiving, whatever it is, right? You eat so much, you have more energy at the end of the meal or anything like out on the couch like me out on the couch every night I’m out. I eat so much entire following that one slice, one slice and you know I didn’t put everything in it, but you entire tire father a $2 or $17 or whatever, right? Because you want more energy, but it doesn’t give you more energy, less energy saving in your business. If you’re a manager, if you’re targeting the wrong customers and you’re giving them a value proposition that makes no sense and then those can apply from you. No one’s going to buy from you.
Joe Apfelbaum: 28:35 I want to pull up a dentist. We wanted to start targeting dentists because why? We found that most dentists in order to have to do both a billion dollars, like there’s 300 the United States, you have to do more than that. Between $500, million, 90 percent of $500 because that would be great. It’s a great demographic to do what? Search engine optimization. We did the website, but I right, so I made a list of dentists and we said, you know what? We’re going to call these dentists up and say, Hey, do you want a website? Do you want marketing? And we call them a thousand dentists and every single one said, no, we don’t have a website. We don’t want marketing go away, go away, go away, go away, go away, go away. And we got pauline. Pauline, pauline, I quit is never going to work. So then I said, no, well let me change the script.
Joe Apfelbaum: 29:20 I learned about daily problems. Jason, let me take a script. Instead of saying, do you want a website? I asked them, do you accept the new customers? Are you looking for new customers? And so we changed the script the right way. We get yes after, yes, after yes, fes and every single person says yes, I want new customers. So we started asking them, who’s the ideal customer? Well, different than his and different ideal, what we figured out the right dentist that wanted to work with, we started telling him, you have a dentist that to do because medic surgeries, right? So those were the best entities because they make the most profit. So when we call them up and say, hey, if you have cons with people that want the surgery, and we specialize in helping them to be able to get his medical surgery white, do you take new cosmetic surgery clients now?
Joe Apfelbaum: 30:03 What do you think? They said, hell yeah with you now because dance exactly what they do. And that’s what they want. They don’t want a website, they don’t want marketing, they don’t want all this stuff that we’re trying to throw down their throat because we’re busy and the features. Let me write this now. Features tell, stories sell. How can tell people’s stories, and this is the story I just told, right? You guys got it. You get a tiffany’s telling stories. Their brains work in the same way my brain works, but I thought he was scoring. So thinking about the stories in your business, once you got the value proposition, then you need to go into messaging. So step number one is goals. Step number two is targeted and based on the pains and gains of your customer, you can identify what your value proposition is that it needs to be, right?
Joe Apfelbaum: 30:49 So you want to know, we targeting who you’re targeting. The precedent wants to spend the lease or the person that wants to spend the most with wants that service. Do you guys know why it’s important to pick your target and how do you fit your value proposition out your target? Once you. If you can’t give this trend of like an oxymoron to try to do the same value proposition to two different types of people in the market, you have to be able to know we’re targeting and have the confidence to decide. By the way, the side is like pesticide. It’s like suicides, but all other options so you have to decide who you’re going to be targeted. For me, it was very difficult for me to. Design was very, very difficult to decide when I was going to turn her away. Ninety percent of my business turned away and an 1100 clients and I said, I’m no longer servicing more than 30 accounts and everyone’s like, you’re nuts.
Joe Apfelbaum: 31:38 You’re nuts. You’re going to lose your entire business and no, my business thriving. It’s making more profit than ever evade. It allows me to come here and chill with all youth, vote and do my thing and promote my glove and do 55 seminars this year because I didn’t have to worry about just noise. There’s so much noise in our businesses because instead of goal, because I knew what accounts I want them to go after. I decided I want a counselor, a 10 million to a $100, million dollars in revenue, very specific in a specific geographic area, specifically B to b companies that have a sales team. They have a marketing director. I want to deal with add entrepreneurs that are making me crazy and then switching their mind every two seconds. I want to blow that. I say blue. I mean yellow. I’m not saying like whatever.
Joe Apfelbaum: 32:19 They make you crazy. Right? Right. Exactly right. It’s like, right, it makes me crazy. Right? Or something. Anyway, so bottom line is for me, I could pick and I had to cut off all the other option. That means turning away business. That doesn’t mean I don’t have competitors and other people that I said that doesn’t still, which is really great and it doesn’t mean I can’t come up a cookie cutter plan to offer the entrepreneurs and now we started a very specific plan for an entrepreneur that one clients on linkedin and so what we do is we take over their linkedin account and we’re very specifically go out and get them appointments and we manage pat. You send out 100 invitations every single day can be billed under account. You can see this specific methodology to get the results and they’re getting results. They’re getting appointments with their ideal customer, and I’m a random people because the messaging as valuable as it takes me to.
Joe Apfelbaum: 33:06 The third thing which is messaging, if something called the bar, now a lot of people are afraid to share their art. I want you to ask yourself, what is your authority? Why are you the number one person? What gives you the right to get up on stage? So when I started, when I started talking, this part right here, I have to show you guys my card, right? So I can tell you I grew up. One of the fastest growing companies in America were number one, 78, $7,500 plus the 5,000 restaurant companies. I can tell you the surface over 1100 companies, right? Well, I was a certified Google train and all these things. Yes, all these things. What I seen it on TV, what I sell these things. It wasn’t because I’m trying to show off. It wasn’t because I’m proud it was because he was a concept called ethos, logos in capitals, and if you want to influence somebody, you first have to establish yourself as what, as an authority, very good as an authority, you are the authority and if you come in as the authority and I wasn’t asking a question, you walk into the doctor’s office, said the doctor says you down and says, excuse me, sir, please remove your clothing.
Joe Apfelbaum: 34:14 You run out of there and start screaming both kinds of things. No, he’s a doctor, right? He’s wearing the white coat authority. Oh, same thing. It was a random person walking over to you when you break all the time. Right? Just anything closing. You have to understand three things when it comes to investing your. By the way, if you guys want to take a three hour bootcamp with me, email eight amazing agency and our agency that of bootcamp. I can talk for hours and hours and hours on end about the stuff I had nausea, but we’ve put together a three hour program that’s virtual. It’s online where you can have your phone print, digital marketing strategies, three steps, setting your goals, getting your target, and your value proposition, and all the exercises generally tries to $50,000 foods for businesses and we’re doing it for a few hundred dollars as an online virtual course.
Joe Apfelbaum: 35:02 Ready one, the ones that sign up, so email, amazing agency will send you the information. We’re going to agency and unconscious bootcamp candidate can watch a 15 minute videos driving that slower. Yeah. Wants this. Yo. Yo, Yo. My name is Joe. I’m the B to b, the B to b sales, bro. I do 10 next conversions. I’m maybe a brain. You should hire me. So walk, solve your pain. I do seminars, a webinar. It’s about lead Gen now. Run the company called Ajax, you and yen. Thanks. Anyway, some of the say that I’m going to wrap up. So this is the deal. Amazing Ajax Union.com is the email address to find out about the bootcamp, and I want to leave everybody with this. If you want to grow your business, you need to do three things. Number one, if you got to set goals and we got into one of these is set goal number two is you need to know who your target audiences and number three is, you need to have the right messaging, which is your authority, your positioning statements, and your brand promise. Like I said, I’ve been going on for hours and hours and hours of studying how to do this, but we prepared a nice presentation and if you want a signed copy of my book, I only have nine. Wants to pay the most and get done. Thank you very much.