297 | Growth is Not An Accident with Greg Centineo

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Greg Centineo is all about working with your team to cultivate hypergrowth. The journey  of Hypergrowth is not a solo process. Growth is about building clear intention collaboratively with your team. It is about the power of a shared vision. Companies stop growing because leaders think they forget to nurture the very people who work for them. On this episode, we talk about how to continually evolve and grow with intention.

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Target Audience: Greg targets companies struggling to meet their objectives. His focus is on helping leaders inspire and draw people to want to be involved in the visions and projects they are developing. He also helps companies be more intentional about their growth.  

 

The Oz Project

Greg tells us about how he and his team raised 122 million dollars over 10 years during the recession to help this project come alive. How did they do it? Greg says, he and his team knew they had to continually evolve in what they were doing. Each step was a continual evolution of mindset to pull off the impossible.

 

Growth is Not an Accident

It requires intelligence, a story and the ability to engage people. You say want hyper growth? Well, then you must engage people into your story – into your product. The key is the ability to see people in masses coming to you – people who like and believe in what you are doing.

  

This is NOT just about customers! It includes: your team, peers and customers. Greg says, you cannot compartmentalize the common denominator in relationships. They must become enveloped so that they believe in what you see – your vision. Your dream has to become their dream.  

And it can’t just be about money. It’s got to be more holistic than that. It’s got to be about your clients. What makes you stand out? These are intentional strategies that you build.  

 

The Collective Vision

When people buy into something, they are buying into the story and the journey to the goal. People want to be a part of something. They become part of the fabric of that story and that’s why everyone is on the same page toward the ultimate goal. It’s about what’s being done collectively.

People want to be grounded in their why – they want to know what gets them out of bed every day.

 

Belief In Your Story

When you believe in what you are doing and WHY you are moving the mountain, it’s always because of your belief and your passion. It’s contagious and people will join you and move that mountain into the ocean with you.

What are the common things that keep companies from growing their companies in the way they want to?

They lose site of the people. The number 1 responsibility of leadership is you create a culture. The top priorities is the inspiring and the nurturing of your people and teams. It gets lost because we get lost in the busyness of the company. But the company IS the people. It is about finding what they are great at and helping them succeed.

You can do really great things on your own. But never the magnitude of what you can do with other people. Your staff builds the company and the job of the leaders is to make sure that the environment and the culture is healthy. Humans are amazing if you let them do what they are gifted to do.  

 

Practical and Actionable:  

I have my clients speak to their staff one on one. Because it is from the staff that they will hear about the potential issues or blockages. Your analysis should be based on the individual needs of your staff.    

 

In this episode we’ll cover:

  • Why growth is about teamwork
  • The power of a shared vision amongst a collective group
  • Why companies stop growing
  • People buy into stories not things
  • How to cultivate a healthy culture for your company   

 

Resources and Links

How is your business going…would you like to talk about it?

I love my audience of listeners. I really do. I would love to help you in some way. I started doing calls with listeners and realized that it was a great way to understand you.

Okay, then I formalized the process to offer a Results Roadmap… it is a private one-on-one call with me about your business. I want to help you see your roadmap with more clarity and confidence. Find out more about the Results Roadmap (it takes you to my personal website). This is not a sales pitch. Let me serve you.

A QUICK FAVOR

And lastly, please leave a rating and review for the Leaders in the Trenches on iTunes (or Stitcher) – it will help us in many ways, but it also inspires us to keep doing what we are doing here. Thank you in advance!

296 | What I Learned To Help You Grow – Year End Review

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On this episode, I take a moment to reflect back on all the wins and lessons learned over 2017. Plus, I share what I’ve got planned for 2018. This year marked the year where I got to publish my book “The Trap of Success.” I also got to speak on stage 25 different times. It’s been a productive years and I can’t wait to share with you what I’ve got coming up in 2018!

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Target Audience: I serve committed leaders who are not afraid of doing the work to create a thriving business. They willingly muster the courage to create the life they have always wanted.

 

Wins for 2017

2017 has marked the year where I experienced phenomenal growth in terms of profits and revenue for my clients. I watched them develop their Marketing strategies and grow their teams. Many of them even spoke on great stages.

 

Publishing The Trap of Success

Yes, it did take about 6-7 months longer than I thought it would, but the feedback and reviews have been amazing. I’m happy to say that it has lead to some new clients and speaking gigs. The book is also now available on Audible.

I want to offer you a prize. Just, send an email to: gene@leadersinthetrenches.com and put “Audio Book” in the subject line. I am going to be giving the book away to the first 5 people!

 

Getting on Stage

In 2017, I set out to speak at about 20 places and ended up speaking at about 25. It felt great to be connecting with people and it feels good to know that my message from the stage is doing that.

I love to speak because it allows me to give as much as I can and create some intimacy between myself and my audience.

I’m excited about speaking at a conference in February. It will be focused on hypergrowth.

I’m also excited because Brene Brown will be opening the conference as the keynote speaker and I am a huge fan of hers. I will be the keynote on the second day of the conference. I am so stoked to be in the same category as someone I have looked up to and admired. I am evolving into the kind of speaker i really want to be.

 

My Workshops in 2018

I am looking forward to hosting The Ownership Workshop. This will center around claiming ownership so for business growth.

It will also cover “Distractions vs. Opportunities.” and learning how to filter things out.

I am also planning on focusing on guiding my clients into creating daily and weekly behaviors that become a framework for growth. An important thing to have is a morning routine. Having a daily behavior to tune into to connect sets a foundation and intention for the day. Helps you to understand who you are being every day.

The concept of ownership is also about being a “finisher” – not just a starter. I will show you how to filter out the distractions and finish things to a level where you can also get some feedback on it. The whole basis of business boils down to this.

 

In this episode we’ll cover:

  • How my clients grew in 2017
  • How speaking has created deeper connection with my audience
  • The opportunities that have come from publishing my book
  • My workshop coming up in 2018
  • Filtering out distractions vs. opportunities



Resources and Links

How is your business going…would you like to talk about it?

I love my audience of listeners. I really do. I would love to help you in some way. I started doing calls with listeners and realized that it was a great way to understand you.

Okay, then I formalized the process to offer a Results Roadmap… it is a private one-on-one call with me about your business. I want to help you see your roadmap with more clarity and confidence. Find out more about the Results Roadmap (it takes you to my personal website). This is not a sales pitch. Let me serve you.

A QUICK FAVOR

And lastly, please leave a rating and review for the Leaders in the Trenches on iTunes (or Stitcher) – it will help us in many ways, but it also inspires us to keep doing what we are doing here. Thank you in advance!

 

295 | The Entrepreneurial Journey with Mano Behera

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Target Audience: Mano provides a digital growth marketing platform to help restaurant businesses grow. The platform allows busy restaurant owners to execute marketing via social media and email in under 10 minutes per day.

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Mano’s Early Journey of Entrepreneurship

At the beginning of Mano’s entrepreneurial journey, he knew he needed a mentor. He knew he needed to make connections so he could be in the places and spaces where he could expand his horizons. He initially resonated with my talk on: “Find your riches in the niches.”



What He Learned Along The Way

Mano learned a structured process that promotes validations and NOT making assumptions. “Validate, validate, validate!’ he says. This is about letting your target market tell you what is right rather than just assuming what they need.

How To Get Validation First

Go where your market is and let them tell you what they need. What you learn from face to face interactions is important in the beginning stages. Mano says, listen very carefully to your niche and solve their biggest problem. This makes the most impact for them. Create from there!


The challenges of Mano’s niche centered around the fact that restauranteurs are very busy. They don’t have the time to be able to be present on all marketing platforms. Mano solved this problem by creating a platform that could be used in under 10 minutes a day. That means, they can run their social, email and push notifications in 10 minutes or less.


In This Episode:

  • Why you should never make assumptions about your niche
  • How to get validation from your niche
  • Creating from validation not assumption
  • Mano’s exact process for validation
  • The genuine approach to solving your niche’s challenges

 

Practical and Actionable:


Get Validation! Mano shares his exact process:  

Mano would get into his car and map out 30-40 restaurants he’d intend on dropping into. He’d drop in to introduce himself and his background. He’d clearly state what his aim was which was to work in the restaurant industry. He’d share that he was in the process of understanding what the problems and challenges of a restaurant owner were. People would assume he was trying to sell something, but he was actually just collecting information first.

This gave him the opportunity to ask them about their challenge and they would thank him for that. Mano says, if you are looking for a new niche or project, don’t jump ahead too quickly to the solutions. Prepare your mind. Genuinely ask the questions around their challenges. When you listen closely enough, you will start to notice some trends. That will provide you with many ideas to start addressing.

Resources and Links

How is your business going…would you like to talk about it?

I love my audience of listeners. I really do. I would love to help you in some way. I started doing calls with listeners and realized that it was a great way to understand you.

Okay, then I formalized the process to offer a Results Roadmap… it is a private one-on-one call with me about your business. I want to help you see your roadmap with more clarity and confidence. Find out more about the Results Roadmap (it takes you to my personal website). This is not a sales pitch. Let me serve you.

A QUICK FAVOR

And lastly, please leave a rating and review for the Leaders in the Trenches on iTunes (or Stitcher) – it will help us in many ways, but it also inspires us to keep doing what we are doing here. Thank you in advance!

294 | The Visibility Coach Shares Uniqueness with David Avrin

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In today’s crowded marketplace, you have to have a unique aspect to your business to capture attention and close sales. We love to share the unique and we are emotionally engaged with a new approach to solving a known problem. Join me today in my chat with David Arvin who is an author and speaker about what it takes to win in today’s marketplace.

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Target Audience: David speaks and consults for a living. He targets entrepreneurs and sales professionals. He focuses on marketing and branding and how to stand out as the better choice in a competitive market place.

The Shift in Marketing

What is your competitive advantage? According to David, it is all about your brand visibility. While marketing has always been around, the shift that’s occurred is in response to the internet.

There are so many choices out there, that the focus on marketing today is about showing how you are the better choice.

It’s more about competitive advantage and less about qualifications. David shares that it’s a fascinating time to teach marketing because there are many new tactics out there now- like social media. But the core of it is still helping people understand who you are and what you do so they know you are the right choice.

Educating People On What You Do Is An Art

You must spend time educating your prospective customers on who you are, what you do and why you are great. Why are you better than the other choices? Spend just as much time explaining what you do as you do doing what you do. We must do this in a persuasive and articulate way.

Guidlines to Competitive Advantage

Become aware about where other people in the marketplace are doing well. Create your marketing around your competitors. This gives you a baseline. It also gives you a knowing about what makes you better compared to the other choices (your competitors).

Of course, being better is subjective.  But you can cultivate something unique when you know what is happening around you.

 

Identify a core audience and position yourself as an expert for them.

Visibility wins. If they don’t know who you are, then they cant buy what you are selling. Today, that means being visible where your customers are – wherever that may be: on the internet or elsewhere.

 

Social Media

Be consistent and humane with your social media posts. David finds that posts about his life get bigger reactions most times compared to posts about business. Posting about yourself is what makes you approachable. His social media aims to allow people to see who he is. Transparency is key.

Practical and Actionable:

Play buzzword Bingo! Look for the gaps in your competitors. That will help to determine what makes you unique.

 

Resources and Links

How is your business going…would you like to talk about it?

I love my audience of listeners. I really do. I would love to help you in some way. I started doing calls with listeners and realized that it was a great way to understand you.

Okay, then I formalized the process to offer a Results Roadmap… it is a private one-on-one call with me about your business. I want to help you see your roadmap with more clarity and confidence. Find out more about the Results Roadmap (it takes you to my personal website). This is not a sales pitch. Let me serve you.

A QUICK FAVOR

And lastly, please leave a rating and review for the Leaders in the Trenches on iTunes (or Stitcher) – it will help us in many ways, but it also inspires us to keep doing what we are doing here. Thank you in advance!

293 | Hiring Those With The Entrepreneurial Spirit with Brian Scudamore

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Growth in business is never a solo sport. You have to engage your team and others around you. One key aspect to growth, is to cultivate the entrepreneurial spirit within your teams. As a leader, you will get others to create value and take ownership of their work so that the company will grow. Our guest today is Brian Scudamore who shares insights on how to engage the entrepreneurial spirit in your culture.

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Target Audience: Brian serves Entrepreneurs and Leaders. His focus is all about propelling forward the entrepreneurial spirit. His niche is on“Entry-Preneurs” – meaning he supports people in their early journey of entrepreneurship.

 

The VISION: Who Brian Hires

We’re always looking for those embodying that fast paced entrepreneurial spirit no matter what role they are playing. It is about finding people who take complete ownership – people who see the company’s vision and can relate to it on a personal level. The team starts with “The Painted Picture” – a double sided document Brian writes every 5 years. It outlines the direction of where the company is going. It doesn’t say HOW they will get there.

Energy and focus is placed on finding the people who are so fired up and stoked about getting there. They become part of that plan. If you want to get people to own something, they’ve got to feel it from day one. It is the guaranteed way they’ll feel that personal responsibility.

Brian also shares that he specifically hires people that exude optimism. These are happy people  who are fired up, ready to go and ready to contribute.

The Beer & BBQ Test

Brian’s team uses the beer and bbq test- basically meaning: could you see yourself having a beer with that person being interviewed? Do you find them to be interesting? Is there a sense that something powerful is driving them forward in life? Do they fit in? The questions asked in the interviews are based on feelings – which is unique because not all companies base their answers on feelings. But so much of what we do is about building something bigger.

Brand Ambassadors

Brian hires people who are proud to be part of what the company is building. So they often actually wear the brand. That’s something that’s very much part of the culture. Staff feels a part of what is building as a unit. They do it because they feel it.

Brian, When You’re In Demand, How Do You Handle It?

When Brian found who could not be everywhere at once, he started to get others in the company to step up to the plate when he couldn’t do it all. He even had them step up to podiums and speak. It even gave them publicity and value of teaching others. It became a win win situation.

In this episode we’ll cover:

  • Hiring your Brand Ambassadors
  • Getting free press
  • Getting your team to step up to the plate  
  • Why compatibility is better than skill-set
  • How to hire people who take complete ownership

Practical and Actionable:

3 steps to free press:

  1. Know your angle- everybody’s got a story in their business. Just think, what is that angle- why would someone care about what you do as a business?
  2. Know who you are targeting.
  3. Pick up the phone. In today’s current digital world, it’s a rare thing that people do. Share you energy and give your quick pitch.

 

Resources and Links

How is your business going…would you like to talk about it?

I love my audience of listeners. I really do. I would love to help you in some way. I started doing calls with listeners and realized that it was a great way to understand you.

Okay, then I formalized the process to offer a Results Roadmap… it is a private one-on-one call with me about your business. I want to help you see your roadmap with more clarity and confidence. Find out more about the Results Roadmap (it takes you to my personal website). This is not a sales pitch. Let me serve you.

A QUICK FAVOR

And lastly, please leave a rating and review for the Leaders in the Trenches on iTunes (or Stitcher) – it will help us in many ways, but it also inspires us to keep doing what we are doing here. Thank you in advance!

292 | Lead Generation in A New Frontier with Billy Gene Shaw

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Billy Gene teaches marketers how to use social media to get ROI for local businesses. Find out why your branding and credibility don’t mean as much as your following. Learn how you can get the ball rolling on your following using Youtube. Billy says Social Media is IT when it comes to HYPER GROWTH. Discover all the ways you can accelerate your business’ growth using social media.

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Target Audience: Billy specializes in social media paid advertising to find customers for local businesses.

Billy, How Did You Get So Darn Confident?

If you listen to the way Billy speaks on this podcast, you cannot deny his high sense of confidence. Billy admits that he gained his high level of confidence from winning AND losing. He consciously put himself through the experience of experimenting with Facebook advertising – and even losing a ton of money.

BUT – he got better at it. He started working with one franchise that rapidly expanded. His experience granted him a knowing that he could get results.

 

Billy’s Thoughts On Branding

For Billy, Branding could be meaningless. What truly holds meaning is you either make money or lose money. It’s quite black and white. Billy chooses to put his focus on creating value for your audience. The brand means nothing in light of what you are giving.

Creating Video For The Pre-Roll Ads on Youtube

Billy is BIG on Youtube advertising. Here are his tips for creating ads:

Tip 1: Identify a prop. Something you can hold that will gain the attention of your audience.

Tip 2: Choose your environment wisely. Choose something out of the ordinary. Maybe beach or something in nature. Basically, get out there and avoid mundane settings like an office.

Tip 3: Choose MUSIC. Music dictates the emotion of your ad. Go to audiojungle.com or artlist.com. These sites allow you to search music by emotion.

These tips are about making it exciting and entertaining. You have to entertain before you educate. Once you educate, then you can execute.

 

What do You Need For Hypergrowth?

About 5 years ago, Billy was living at his mom’s trying to figure out the whole entrepreneurial thing. Billy is not someone who comes from money, but he decided to get really really great at something. He has a skillet that he owns.

Get obsessed with paid ads. Get obsessed with the simple principle of spending. Advertise. Make more than you spend.

Marketing is all about gaining distribution and having a direct way to ask people to buy something at any time. Whoever has the distribution wins.

Video

It’s not so much about “credibility” as it is about the following. Now, if you’ve got both, then you’re a rockstar. But what people are not creating right now are different type of assets like videos.

Those who think they are solopreneurs – are mistaken. When it comes to Hypergrowth, no one stands alone. There is no such thing as a solopreneur! It is all about the team.

The Culture At Billy Gene is Marketing

In order to take it to the next level and make more money, you’ve got to acquire more skills. As long as you continue to add value, you can continue to get paid.

At Billy Gene is Marketing, staff staying late is normal because that’s what it took to get the job done that day. It’s important to Billy to hire someone who he trusts and even more importantly, someone will get along with everyone who is already working there. Trust and compatibility trump skillset.

Billy calls people out often AND in front of everyone. Why? Because he wants people to be OK with messing up. Sh*t happens. And when it does, you can get over it. Own it, in the moment in front of everyone. Keep it real with each other and avoid building up resentment.

In this episode we’ll cover:

  • How Billy got so confident
  • Why Branding is not as important as you think
  • What you’ve got to be doing on Youtube
  • Why a BIG following means more than credibility in 2017
  • How Billy keeps it real with his staff

Practical and Actionable:

Generate leads: take your cellphone and use as your camera. Take a selfie video. Solve a problem for your ideal customer. If they want more help with it, schedule their first appointment for free. You can do this no matter what industry you are in. ADVERTISE. CAPTURE. SELL. That is always the process.

Resources and Links

How is your business going…would you like to talk about it?

I love my audience of listeners. I really do. I would love to help you in some way. I started doing calls with listeners and realized that it was a great way to understand you.

Okay, then I formalized the process to offer a Results Roadmap… it is a private one-on-one call with me about your business. I want to help you see your roadmap with more clarity and confidence. Find out more about the Results Roadmap (it takes you to my personal website). This is not a sales pitch. Let me serve you.

A QUICK FAVOR

And lastly, please leave a rating and review for the Leaders in the Trenches on iTunes (or Stitcher) – it will help us in many ways, but it also inspires us to keep doing what we are doing here. Thank you in advance!

 

291 | Next Level Productivity with Peter Shankman

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Being overstimulated is no excuse to compromise our productivity. Peter Shankman, author of Faster Than Normal: Turbocharge Your Focus, Productivity, and Success with the Secrets of the ADHD Brain shares with us the keys to channeling our overstimulated brains. Try not to see distraction as a curse, but an opportunity. After all, at the root of distraction is the desire to access dopamine levels (the feel good hormone). Find out ways to increase your happiness and motivation in productive ways.  

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Target Audience: Peter serves individuals and companies. Whether it’s the CEO who needs help empowering his employees to create magical customer moments, to the Fortune 100 company that needs a better understanding of its employees, to the small business that doesn’t know where to begin

 

ADHD As A Gift Not a Curse

Peter believes ADHD is a superpower. In today’s world, most of us are overstimulated and have difficulty with productivity whether or not we have ADHD. Peter realized the success he has is because of his ADHD not in spite of it. He know chooses to see ADHD as a gift not a curse.  

The truth is, the majority of the people out there have some level of distraction whether diagnosed with ADHD or not. This is because we are doing more things with more tools. Every time we get a text or any other type of notification, our body releases shots of dopamine. And we always want more of it.

There are 2 ways to create dopamine: the positive way and the negative way. Which route is the one that enhances productivity vs. the one that hinders it?

Here’s a “productivity myth:” people think that productivity means that things have to happen right away. Take things piece by piece – bit by bit. Start a PROCESS of productivity. When you break things down, you see that rituals succeed. Resolutions fail. A ritual is a practice or habit- that’s why it works.

 

What are the next level productivity hacks?

  1. START with exercise

Creating excess dopamine and adrenaline in your brain allows you to focus unbelievably more than normal.

2) Elimination

Eliminate distraction! We waste a ridiculous amount of time thinking about things that don’t matter. For example, Peter chooses to have a very SIMPLE wardrobe so that he does not use up time thinking about what he has to wear. He also chooses to eats the same thing pretty much all the time. He pre- cooks his meals on sunday. This saves time and money!

Tools That Increase Productivity

Peter suggests using Ommwriter. This is a word processing program that shuts off everything on your computer as you write. This totally eliminates any distractions. Plus, any tools that help him to eliminate having to do (extra) things, such as hiring people who can do what you can’t do. Peter says, don’t bother utilizing your valuable time trying to do things you suck at!

Eliminate Overthinking

One of the things that prevents people from doing a project is they think way too much before they get started. Try it. If it fails, learn from it. It is pointless to sit around and worry about how things will pan out.

Even scheduling things is done by Peter’s assistant. He does not allow himself access to his calendar because he has found that he ends up overthinking things. Thus ultimately slows down his productivity momentum.  

In this episode we’ll cover:

  • How to channel ADHD productively
  • Utilizing your time wisely
  • Tools that increase productivity
  • How to eliminate overthinking
  • Why dopamine is your friend

Peter, Who are YOU?

  1. How long is a perfect workout for you? Two 45 minute spin sessions
  2. Favorite activity? Swimming
  3. What do you eat for breakfast? Protein either with eggs or a shake
  4. Meals per day? 3
  5. Favorite tool on your phone? Tools within the google ecosystem. Or anything that helps with productivity
  6. One ritual you’d never give up? Exercise
  7. Bedtime? 8:30pm

Practical and Actionable:

Start understanding how to do the things that work for you. Everyone has the same 24 hours in the day. It’s about priorities not time.

Resources and Links

How is your business going…would you like to talk about it?

I love my audience of listeners. I really do. I would love to help you in some way. I started doing calls with listeners and realized that it was a great way to understand you.

Okay, then I formalized the process to offer a Results Roadmap… it is a private one-on-one call with me about your business. I want to help you see your roadmap with more clarity and confidence. Find out more about the Results Roadmap (it takes you to my personal website). This is not a sales pitch. Let me serve you.

A QUICK FAVOR

And lastly, please leave a rating and review for the Leaders in the Trenches on iTunes (or Stitcher) – it will help us in many ways, but it also inspires us to keep doing what we are doing here. Thank you in advance!

290 | Using Friction to Improve Your Marketing with Linda Popky

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Linda Popky asks, are you afraid of friction and failure in your business? Tune in as we talk about the significance of FRICTION in your business. Avoiding the trap of success is all about the willingness to make mistakes so that growth happens continuously. Linda also shares why hiring people smarter than you brings a new lens to your business. It pays to get uncomfortable when what you’re after is growth and better marketing.  

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Target Audience: Linda serves small businesses and even Fortune 400 companies. Her mission is about helping them understand their branding, value proposition, and how they build out channels. Additionally, she helps them to focus on what markets they should go into (the strategic end of marketing).

The Power of Friction

There’s a natural friction that can exist between groups in an organization. The desire is to smooth this over. But really, some discomfort is necessary for productive growth, according to Linda.  

If you want to be heard above the noise, you have to do things differently. You need creative friction because that is where innovation comes from.

 

Let’s take the Taxi service industry as an example. It was the same for about 100 years and people were not happy. Along came Uber and threw some friction into it. In the beginning, people were not sure about it but innovation was born.

Who We Hire is Important

When we hire people, it is important that we are not the smartest people in the room- that they are bringing in new perspectives. Then, new ways of doing things are born.

Find the friction point and nurture it. Create a culture where failure is supported and opportunities where people can learn from it.

New Ways of Doing Things

Don’t get trapped in your success. Often times, we want to keep on doing things the way we’ve been doing them because we assume that what has worked before will continue working in the future. But this is not always the case.

Take the example of Amazon: they changed with the purchasing of whole foods. They are rocking the boat for many other food companies.

What friction will you bring into your own business? How do you raise the creativity factor? Figure out what your assets are and move quickly!

Good Marketing Is Not Enough If…

You don’t have a good product OR SERVICE. In the early days of marketing there were markets where trading took place. You had to have quality products and the right pricing. Things had to be packaged properly and you had to be at the right place at the right time. Those basics are still true today.

In this episode we’ll cover:

  • Having a team who are FANS of your mission
  • Why to hire people smarter than you
  • Why Friction is necessary in any business
  • Celebrating failure in a productive way
  • Avoiding the TRAP of success by doing things in new ways

Practical and Actionable:

Keep this in mind: Employees can either make you or break you. They must understand what you stand for on a deep level. If they don’t, the attitude that comes through is that they don’t passionately care about the customer and the company’s mission. Always remember, your team is an extension of your business.

Resources and Links

How is your business going…would you like to talk about it?

I love my audience of listeners. I really do. I would love to help you in some way. I started doing calls with listeners and realized that it was a great way to understand you.

Okay, then I formalized the process to offer a Results Roadmap… it is a private one-on-one call with me about your business. I want to help you see your roadmap with more clarity and confidence. Find out more about the Results Roadmap (it takes you to my personal website). This is not a sales pitch. Let me serve you.

A QUICK FAVOR

And lastly, please leave a rating and review for the Leaders in the Trenches on iTunes (or Stitcher) – it will help us in many ways, but it also inspires us to keep doing what we are doing here. Thank you in advance!

289 | Using LinkedIn to Connect with Prospects with Ana Melikian

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Have you been using Linkedin to its full potential? Ana Melikian joins us on this episode where we chat with about how to use Linkedin as a bridge to connect with people in a meaningful way. It’s about cultivating real conversations using this very powerful platform. Tune in as we delve into how to make the most of this tool and the common mistakes you can avoid.

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Target Audience: Ana helps coaches, consultants and trainers enroll high value clients using Linkedin.

Linkedin: An Amazing Free Tool

We all know Linkedin is a great place to have a resume which can easily be kept up to date. But it’s got other powerful assets too!

What Ana found as an entrepreneur is that Linkedin is also a great place to engage people and have meaningful conversations that can lead to clients. So she asked herself, how can one use the POTENTIAL in this tool?

Top 3 mistakes people make on their Linkedin profile

  1. The Photo: Make sure you have a professional looking photo. Make sure it is visible beyond your 1st degree connections.
  2. The Linkedin Summary Line: This is the line underneath your photo. If you don’t connect with people on that line, people will not continue to read the rest of your profile. It must convey who you serve and what the big result is that you help them to get. You will then start attracting people with whom you ought to build relationships with.
  3. The Summary Section: make it more about them than about you. Show them that you understand them and their challenges.

The call to action you want to evoke through your Linkedin profile is: “CONNECT WITH ME.”

We are not trying to sell anything at this point. It’s not about you- it is about them. Operate from the perspective of the people you are trying to attract. Do not utilize it like an ABOUT page. Make it about the people you want to serve.

Don’t start with “I” – begin with them- such as what you appreciate about the population you work with. Here’s Ana’s example: “We help coaches and consultants win high value clients using Linkedin.”

The Linkedin profile should represent you as the person and all your credibility. You don’t want to leave people digging around for information about you.  

Obviously people are not going to buy just because you have a strong profile. So how do you bridge that gap?

Balancing 2 Activities: Asking and Giving

Coaches and consultants are usually good at the giving part but not so good at the asking part. You can achieve this as you are interacting with people on Linkedin on a one to one basis.

Begin to know them and let them get to know you. Ask them questions about themselves. Have a good balance between personal and business.

In this episode we’ll cover:

  • How to effectively represent yourself on Linkedin
  • Mistakes people make on Linkedin
  • Using Linkedin to lead to real conversations
  • Tips on taking the conversation from Linkedin into real life
  • Why your profile is not about you but who you serve  

Practical and Actionable:

Here are some tips about balancing Asking & Giving: Based on their profile, reference some things that you find to be commonplace. The it is about transitioning to an actual conversation.

Wait for the point where you’ve built enough trust and then ask in a simple way. Avoid using scheduling links. Respect the target market and what they prefer. Whatever helps to make their lives easier- do that. Simplify it- give them dates to a schedule an in person or phone interaction.

Resources and Links

How is your business going…would you like to talk about it?

I love my audience of listeners. I really do. I would love to help you in some way. I started doing calls with listeners and realized that it was a great way to understand you.

Okay, then I formalized the process to offer a Results Roadmap… it is a private one-on-one call with me about your business. I want to help you see your roadmap with more clarity and confidence. Find out more about the Results Roadmap (it takes you to my personal website). This is not a sales pitch. Let me serve you.

A QUICK FAVOR

And lastly, please leave a rating and review for the Leaders in the Trenches on iTunes (or Stitcher) – it will help us in many ways, but it also inspires us to keep doing what we are doing here. Thank you in advance!

288 | Creating Content that Educates with Jill Schiefelbein

Don't miss an episode of the Leaders in the Trenches Podcast. Subscribe now.


 

Are you creating content that educates your audience? Content marketing is not a buzzword. It is a fact of life. Buyers are trained to search for information and insight before making big purchases. Our guest is Jill Schiefelbein who wrote the book on Dynamic Communications. She shares how to create content that educates and gets the audience to move forward.

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Target Audience: Jill brings theories of communication, education and technology together and teaches others how to put them into practice. Making it all applicable for people is her passion.

How Do You Know If Your Content Educates People?

There was a time when Jill started up a video series. And it is when she began to learn about effective communicating to educate. What are people looking for online? What do people tend to click on, etc? How are they finding what they are consuming? Jill says, it is about creating content online that can easily be found in an organic way when people search for information.

It’s Not About The Catchy Title!

People are lead to believe they’ve got to make attractive titles. Jill fell victim to this and once entitled one of her videos: “The Penguin”- after a year it had only gotten $1,200 views which was disappointing to her because of the time and money invested in what she knew to be quality content.

So, she started to do her research to understand human behavior online. And also how computers read data. She then changed “The Penguin” title to: “Calming Your nerves Before Public Speaking: Do the Penguin.” That video now has over 78,000 views.

 

This is all because she was able to better communicate to a computer how to position it for other people when they are searching for answers to their questions. The rules of writing are different for a digital interface.

Getting to The Root of Why People Search Online

When people do a search online it is because they have a problem they want solved or they want an answer to a question they have.

So how did Jill make the leap to 78,000 views?

A few things:

  • She changed the title
  • made unique and universal descriptions on all of her videos so that YouTube could interpret the keywords.
  • Asked herself: What questions does this video answer?

Your positioning has to be all about not only answering that question but also stating that in your titles, headlines and descriptions in a way that the computer can also recognize that this is an answer to a specific type of question.

Other Mistakes? & Restructuring How We Create Content…

When we do a search on google, we’re not typing in one or 2 words anymore- we’re are typing questions. SO- you’ve got to focus your content around questions people are actually asking.

People are more of the DIY mentality than ever before because we have access to that type of information. DIY inquiries increase every year!

 

Writers will put way too much information rather than being more concise at answering a question or follow up.

People want to be the expert now. 10 years ago- they’d call the expert. now people do their research FIRST and have it confirmed by the expert later.

So, to sum up, you want to create educational content that emotionally resonates with your audience.

Practical and Actionable:

Look at the content that you already have out there. How can you rephrase and retitle it? Add more descriptions to it- so that you can add to content that already has credibility online- but will be able to be found more easily for people who are looking for answers.

Use google suggest – it will tell you what’s trending and what’s relevant. Be sure to do this INCOGNITO!

Answer the public- gives you up to date questions people are asking to whatever topic you are thinking of. Then you can use those words/descriptors in your marketing.

In this episode we’ll cover:

  • Why a catchy title is meaningless in the online world
  • Common mistakes on the content people put out there
  • How people search for stuff online these days
  • How to restructure your content so it can be found!
  • Tips on where to go that will guide you

Resources and Links

How is your business going…would you like to talk about it?

I love my audience of listeners. I really do. I would love to help you in some way. I started doing calls with listeners and realized that it was a great way to understand you.

Okay, then I formalized the process to offer a Results Roadmap… it is a private one-on-one call with me about your business. I want to help you see your roadmap with more clarity and confidence. Find out more about the Results Roadmap (it takes you to my personal website). This is not a sales pitch. Let me serve you.

A QUICK FAVOR

And lastly, please leave a rating and review for the Leaders in the Trenches on iTunes (or Stitcher) – it will help us in many ways, but it also inspires us to keep doing what we are doing here. Thank you in advance!