The Secret Recipe for Highly Successful Marketing

with Tim Conley

Tim Conley is a digital marketing entrepreneur who has been helping other entrepreneurs for a long time. He got into the agency game after failing in his own business.

Determined to learn from his mistakes, Tim recognized that he needed to learn how to get customers. This became his driving force.

Soon, Tim’s friends were asking him to help them with their own businesses. He then created an agency of his own to help entrepreneurs understand the secrets of successful marketing.

Tim says, “The key element to entrepreneurship, not just marketing, is that you have to be willing to see what sticks. You have to be willing to take a risk. You have to be willing to put something out in front of the market and see what they say to you.”

What Are You Working on Right Now As it Relates to Marketing?

Tim Conley:

As it relates to marketing, I invested in a marketing agency a couple of years ago just when I was about to start a brand new agency.

While starting my agency, I had a conversation with the founder of the company I invested in. He told me his company was growing really fast. It made more sense for me to invest even more into that company, so I just joined as the Chief Marketing Officer of Contractor Dynamics.

I’m spending a lot of time creating our brand message, creating all the elements of expanding beyond simply lead generation. We are focused heavily on building a strong brand so that we’re seen as the only choice (not just “a” choice) in our particular industry.

We’re also going to a lot of live events and we’re putting on a lot of live events. On top of that, we’re doing all of our other advertising and branding efforts.

So how do you build a brand? How do you become seen in someone’s eyes as the only person to do business with, especially in industries that are really competitive?

Tim Conley:

First, you need to stand for something. You really need to know what you’re trying to accomplish.

You know, that corporate-speak of “having a vision” and “having a mission” and things like that? It’s not BS. You really do need to have a vision.

Your vision has to be bigger than your customer’s vision. If your vision for the future is far bigger than theirs, they’re going to be attracted to that.

It becomes aspirational. You’re not just solving a problem. You’re creating a better future for them, and that is very attractive.

Humans are very attracted to the idea that the future is going to be better than today. They will come after anyone who has a clear understanding of the future. There’s no way we can actually know the future, but we come out with our vision strongly and say, “This is what it is.”

So what is your vision and how are you communicating that to your customers?

Tim Conley:

In our space, we went from being an advertising agency to an education agency, which was a big jump.

What we found was that our customers liked the marketing we were doing for them but wanted to know a lot more. They were saying, “We don’t know how to actually do marketing. We don’t even know how to support a marketing agency so that we get the best results for our money.”

So we have a simple message, a simple vision. Our main vision is that we’re going to be the BEST education marketing company for the roofing industry. Actually, it’s not just the roofing industry. It’s just the best marketing education, period. But we’re focused on the roofing industry, so that’s the beginning of it. That’s where we’ve drawn a line in the sand that this is what we’re going to stand for.

We’re going to be the best. That drives everything else from that point on.

It drives the quality of our product, the quality of our service, and even the types of ads we put out. We can’t just throw together an email and send it. That was the old way of doing business. The new way of doing business is that when we send an email, it’s the BEST email. It’s the one that’s going to contribute the most to our customers. So having that is the driving force of what creates our ultimate message.

Jimena Cortes:

I want to get a little bit clearer on what you said. You’re performing marketing services for roofers, correct?

Tim Conley:

We used to do marketing services for roofers. Now all we do is train them. The roofing industry does not understand marketing. Almost everyone in the roofing industry is sales-oriented. They know how to sell, so all of their language is around, “Get me a lead. Get me a lead so I can make a sale.” That’s their entire language. And they’re running up against massive competition in Dallas and Fort Worth. I believe there’s an estimated 7,000 roofing companies there alone.

That’s insane! I don’t know how you could support that many in the Dallas/ Fort Worth region.

How do you differentiate yourself if you only go out and try to generate leads? The same thing happens with your competitors. They’re doing the same thing. So you’re all competing for the very small percentage of people who want to have their roof replaced or built today.

But we know that most people aren’t even going to make a decision on replacing their roof for a year or maybe even two years. So how do you stand out? The only way is to learn how to build a brand.

How Can Someone in a Competitive Market Stand Out from Their Competitors?

Jimena Cortes:

Talk about how you teach the roofers to do this. Obviously 7,000 roofers is a very competitive market. How are your customers in that area going to be able to get the majority of the business?

Tim Conley:

Our clients come into our program and we teach them social media advertising. We used to do this for them and we still do it but the education side of our business is growing so fast that we just shut down the actual services for doing advertising,

We only have so much time so we focus heavily on the education side. We do a lot of advertising in Dallas and we’re going to be in Plano, Texas and in other places in Texas. That’s just one spot of the United States where we advertise directly to the people in that city. Then we teach them how to advertise to their customers in their city and how to stand out from their competitors when they’re doing so.

Jimena Cortes:

What are some of the key things people can do? I know you’re focused on a specific industry but I always tell people that no matter what the industry is, the process is the same. The only thing that changes is the copy and the targeting. Can you give us some tips? You mentioned that ROAS is not the most important metric for successful campaigns. Let’s talk about what makes for a campaign successful.

How important is ROAS to a successful ad campaign?

Tim Conley:

Let’s give a quick definition of ROAS. ROAS is an acronym for “return on ad spend.”

Most marketers, especially digital marketers, use this as their main metric. If you gave me $10,000 and I gave you $40,000 back that’s awesome, right?

But this doesn’t factor in all the other value that’s created from that ad campaign. The reality is that larger companies don’t focus heavily on ROAS because they understand that with their ad dollars, they’re buying more than an immediate return on their investment. They’re buying goodwill. They’re buying notoriety. People will know who they are. That’s the main thing that we have to have today in a world of massive competition. We have to be known.

Back in the day, you could just be a direct response marketer and it would be fantastic. You’d build a large business and that was enough. All the biggest companies are brand companies. They focus all of their energy on building a brand. That’s how they became a big company. They became a big company because they focused on their brand.

Jimena Cortes:

Most people don’t want to do the work themselves. It’s too much work. You actually found that people want to learn rather than have it done for them?

Tim Conley:

They do want to learn and they still want someone else to do it.The best customer you’ll ever have is an educated customer, especially in professional services.

An educated customer is going to understand just how hard it is to do your job. Then, when they pay you, they don’t badger you constantly about getting great results. They know you’re busting your tail to do work for them.

We were educating our clients when we were running our ad agency. We were educating them all the time and then we decided we’re going to charge them to educate them. The education piece became so popular that we started putting our entire staff on education.

We were so busy helping them understand their own marketing, how to build their own brands and generate their own leads, that we shut down the ad agency and now we’re essentially just referring them to other ad agencies for outsourcing the work if they choose not to do it in-house. They still don’t want to do the work.

Jimena Cortes:

That makes sense. Most people, even if they know how to do something, still understand it takes time. There’s only 24 hours in a day.

How does a company start to brand itself, especially when they are a smaller company?

Jimena Cortes:

I want to go back to the branding topic. I know it’s a big topic, but what are some ways that a small- to medium-sized business can start to try to brand themselves in order to become the “go-to” company in their industry?

In other words, when someone wants a cup of coffee, they go to Starbucks. When they want a soda, they get a Coke. That’s branding.

Tim Conley:

Today it’s easy. In the past it wasn’t easy because there were a lot of gatekeepers and the only way you could get your message in front of your customer was to spend money.

One of the things that people who don’t have any money tend to have is time. So, if you don’t have millions of dollars to “buy attention” like Starbucks or Coca Cola, we have all the tools necessary on our phones.

Your smartphone has all the tools you need. If you don’t have them on there, you can download them for free and then you’ll have all the tools you need to capture the attention of your market.

You can do a live stream just like this. It doesn’t even have to be fancy. For example, on my YouTube channel, I’ve done some live streams that are just my dumb face looking into my webcam and that’s enough to get the attention of hundreds of people for an hour of their time. That’s something that you can do. It only takes an hour and you already have the tools.

I can go live on my YouTube channel, I can go live on Facebook, I can post a video on LinkedIn all just by using my phone. I can also chat back and forth with people who interact with that content from my phone. The amazing part is, it’s all free!

We can build a brand right now without spending any more money than you’ve spent on your phone.

How do you teach your clients about using social media to provide value to their own customers?

Jimena Cortes:

So when the roofers work with you, is that part of what you teach them? Do you teach them to educate their customers about what they do through social media channels via their phones?

Tim Conley:

We teach them how to capture content using something as simple as the phone they have in their pocket. We’ve learned that they’re not going to take a DSLR out onto a jobsite. They’re just not going to do it. We had to show them that they can still get a high-quality video with their phone.

You can even get iMovie if you’re on an Apple phone or another video editor and you can clip out the beginning and clip out the end and then export it right to some social media platform. You can put it right on Instagram or Facebook and craft your ad right there on your phone.

You don’t have to wait till you get back to your office. You can actually make your ad right there and actually be promoting while you’re still standing at the jobsite.

We’ve had our customers do this (the ones who are brave enough). The number one thing that prevents them from doing this is that they’re scared to record themselves or record the jobsite. They’re just scared of it.

It’s not that they don’t know how to do it. They’re just scared to do it. Once we get them doing it, they get leads.

We’ve shown several of our clients the very first video they did and it was terrible! I mean really bad! Despite the video being bad, they still got jobs from it! One guy made a terrible video, posted it, and that same day he had someone contact him from Facebook requesting a quote. He sold a $15,000 roof that day!

Even though the first video wasn’t very good, I really want to stress that you’ll get better. The first stuff you ever put out to build your brand is going to be probably terrible. But, if you keep at it, you will get good.

Even with “terrible” you’re still better off than your competition because your competition is not doing it at all.

Jimena Cortes:

Our listeners would like for you to define “terrible.” How bad was this video?

Tim Conley:

Try to put it in context. He’s in his late fifties. He had never filmed anything before. He used his 3-4 year old Android phone (not a top of the line phone). And he did the selfie cam from the front facing camera, which is lower quality than the other side.

He did not look into the actual lens. He looked into the phone itself and looked at his own face for almost three minutes talking about how to know when your roof needs to be replaced.

He had a lot of “ums” and “ahs” just like a lot of us do and no editing. He just hit “record”. You can even see him hitting the record button in the video because he’s holding the phone and looking into it. He posted that as an ad on Facebook and got business from it that day.

Jimena Cortes:

It’s really interesting that you say that even though the video is terrible, he still did it. He ended up getting a $15,000 job out of it. I’ve been that person who’s told, “You’ve got to do more video. You’ve got to do more content.” My thing was always, “Well, in order for me to do a video, I have to do my hair. I have to do makeup.” So that’s an additional 30-45 minutes that a guy doesn’t have to think about.

So no, I don’t want to do a video, but then I started to do this show. I thought, “You know what? I’m going to do this freaking video thing. It’s going to happen.” And so here we are!

Now I know to look at the lens of the camera so it looks like I’m talking to you and not looking down there where I was looking before. I’m trying to look at my guest. Little things like that you just figure out as you go, but it works.

I mean, has this show been generating leads for me and sales? Yeah. Has it happened without trying? Yeah. We’re just putting out content and people are resonating with it and they say, “Hey, can you help me with this? Can you help me with that? Can we work together?”

We’re posting a lot more on social media now and there’s some comments on there. People are saying, “Please keep them coming!” And we just started so it’s kind of fun.

But initially I was hesitant. It did take me a little bit. I’m still kind of like, “I’ve got to put on fricking makeup!” I work from home so I don’t put on makeup. When I wake up, I’m in my pajamas and off I go!

Tim Conley:

Sometimes I actually comb my hair. I kind of did before this, but then you know…it’s me.

People are a lot less judgmental of dudes than they are of of the ladies. If I had to look presentable all the time, I wouldn’t do video either.

What are some other strategies for branding in competitive markets?

Tim Conley:

People should really study branding. It is important to study branding, so that you get a better understanding of all the different things that go into it.

The colors that you use, your background. Look at the difference between my background and Jimena’s background. They are completely different.

You look behind me, it’s dark, moody, and hyper-masculine.

And then you look at Jimena’s background and it’s light and airy. It fits with your personality because you’re really upbeat.

Me, I’m dark and moody. I’m the tormented creator and my scene has that. It’s part of our brand.

We’re crafting a brand. We’re not simply creating content. We’re looking at how to portray a particular image. Instagram influencers are amazing at this. They get you to believe in a complete fantasy life. Many of them do not live the lives that they portray. They’re essentially portraying a character. But that character is a brand because their brand is about aspiration. Their brand is what people fantasize that they wish they could be.

If you understand that, that’s my brand. I’m an aspirational brand. When you bring in products, you have to do brand deals as an influencer, you have to have brand deals that are aspirational.

If you came in and did a deal with Walmart as your “aspirational brand,” that’s not aspirational. I can go to Walmart anytime I want.

But if it was Hermes that was doing a deal with you, that’s aspirational.

I don’t know about you but I’m probably never going to spend $2,000 for a scarf. Maybe you would. You would resonate with an influencer who built an aspirational brand.

With Contractor Dynamics, we’re building a “brotherhood” brand. Our market is 99.9% men. There are women moving into roofing and more power to them but we know who our customer is. It’s men.

We’re trying to put forth the idea that you’re not only learning marketing, but you’re joining a brotherhood. You’re joining a group of people that are going to support each other and help each other, not just through the good times, but also through the really hard times that comes from doing hard work like roofing.

So is the secret to highly successful marketing “branding”?

Tim Conley:

Yes. but that’s pretty vague, right? We all know great brands. We see them, but have you actually studied what makes them great?

If you want to create great marketing, you have to become a student of great brands, not just a student of marketing. A lot of people on the internet only study marketing from other internet marketers and they end up in this little microcosm of knowledge.

I was actually just having this conversation with my daughter about one of the most successful marketing campaigns ever in modern history, the iPod.

When the iPod came out, there were other MP3 players. Most people have no idea that there were other MP3 players before the iPod. They think, “Oh, Apple. Apple invented the MP3 player.”

The MP3 player had been out for 5-7 years before the iPod, but what made the difference was the design. The iPod was beautifully designed with a completely unique disc that you use to move around it where all the other MP3 players had really small buttons. They were really hard to use.

The iPod was bright white and it had this awesome dial. People had never seen anything like it before, except maybe in the movie 2001: A Space Odyssey. The iPod message was “1000 songs in your pocket today!”

Today, people think, “Just 1000? I’ve got a hundred million songs available to me right now. I’ve got Amazon Music Unlimited. I think I’ve got access to several million songs right now and I can carry that with me everywhere.”

But at that time, MP3 players were sold by their storage capacity. The storage was small. When you’re telling a customer this thing has 64 megabytes of storage, what does that mean? It doesn’t mean anything to anyone.

However, Apple came out branding everything including the message “1000 songs in your pocket!” That’s easy to comprehend.

Then they put it in this gorgeous packaging. That’s branding also. All the other MP3 players out there looked either like toys or they looked like these complex machines that no one knew how to use. When the iPod came out, it was sleek and captured your attention. All of those pieces equal branding.

Jimena Cortes:

In a smaller way, we’ve been doing a lot of branding on LinkedIn for our clients.

The first thing that we always do for everybody (even though some people’s profiles are really good) is to add copy and images that are going to make them stand out.

When you have a profile written in a way that’s like a resume, it just blends in with everybody else. Even if your credentials are amazing, only about 10% of the people that you reach out to are going to actually accept your request to connect.

If we optimize your profile with a nice header image, a nice headshot, speaks to the value you provide and the results you produce,we see acceptance rates between 20-45%.

Sometimes a client may want to keep their copy (or they try to challenge me on something) and I say, “We’ll do it your way but you’re going to get about 10% acceptance.” Once that happens, we get it done my way.

Tim Conley:

Everything that you’re doing is branding. What you’re doing is highlighting what they’re already good at in a way that matters to their prospect and to their market. That’s the epitome of branding,

Jimena Cortes:

The way I understand “branding” is being congruent with your message and being very consistent with your content across all platforms.

I recently had someone reach out to me the other day who said, “I have this person that I want for you to work with.”

While he’s actually never worked with me he said, “I know you’re the best at what you do.”

How does he know that I’m the best at what I do even though he has never been a customer? It’s because I’ve been putting out this perception. This stuff I put out there gives people this perception.

We have another question from the audience.

How did you decide to focus on the roofing industry? Did you have knowledge of this industry already?

Tim Conley:

The name of the company is Contractor Dynamics, not Roofer Dynamics or Roofing Dynamics. It should be, but it’s Contractor Dynamics.

The company used to serve the entire construction industry, which is why I invested in it. That’s what I wanted from it. However, the market told us who our customer was.
About two years ago, all of a sudden, over 80% of our customers were roofers. It was super fast.

We went from having a whole wide range of construction companies to almost exclusively roofers in a small amount of time. The market told us who we were. The market chose us.

We were doing work and the people who resonated the most with what we did were roofers. So we just finally said, “Ah, I guess we serve roofers only.” We could do what we do for any industry, but our market told us who we should serve. That’s how we chose.

A lot of people choose simply through domain knowledge. You’re in an industry, you understand it, you understand their problems, and when you understand problems, you can create solutions. That’s how most people find where they need to be. They learn about a problem and then they figure out how to solve that problem for people.

Jimena Cortes:

It’s funny you say that because that’s how I figured out some of my own clients too. I initially started out doing marketing for anybody. It’s just a matter of putting the same processes across different things.

I had some really good success in specific industries and one of them was for medical devices. We ended up doing a ton of other work in the medical field. We have people say, “Hey, we want to work with you guys because you understand our industry.”

When people within your niche feel you understand their industry, they are more confident in your abilities and that tends to work out really well. But it did take a little bit of time to figure out who that would be for us.

Tim Conley:

It does. It takes everyone time. Look at Apple. Going back to using Apple as an example, Apple took a long time before they understood that they were in the consumer electronics business. They weren’t in the computer business. Do they still make computers? Yes they do, but their computers are aimed at consumers. They are a consumer electronic device manufacturer and, as we’re seeing, they’re even moving away from that. They are probably more of a consumer communications platform or even an economy of their own. They’re moving into something even bigger. But it took them a long time because they started off in the personal computing space where all their other competitors stayed.

What helped them make the transition from being a smaller business that nearly went under to being one of the wealthiest companies ever was the fact that they understood what business they were really in. It took them a long time to find out what that was.

Jimena Cortes:

It’s true. It’s just like business. Everything takes longer than you think it’s going to take. We have a few areas that we’re in. We’ve got marketing agencies that we work with and we have a specific service for them.

We also have the medical guys and the furniture stores that we work with as well on a completely separate type of marketing.

Each person has the one thing that we do for them. I’ve been in business eight years and it took almost that long to figure it out.

Tes has a question.

Tes:

I’m a freelance writer right now. I’ve worked in various industries. My roots are grounded in software but I’ve branched out into everything from aerospace to dog training to hardware to medical and everything in between.

How do you brand yourself when you’re diverse?

Tim Conley:

The easy way is to stop being diverse. Going back to your roots might be the quickest way to differentiate yourself.

Being diverse means you need to be a specialist in a particular problem. What do all those different industries have in common with each other? What is it that you solve for them? That specialty might be your differentiator.

If you can figure out that differentiator in a particular industry, then it makes it even easier for people to conclude: “Yes, Tes is for me.”

Tes:

I see. My focus is content marketing. I can help brands differentiate themselves, but I have trouble doing it for myself. Does that make sense?

Tim Conley:

Yes it does. I do a lot of work with agencies and that’s the number one thing that I work with them to solve with them. They’re afraid to differentiate themselves. They take on any business that exists out there because of the fact that they’re scared to lose business. The fact that they’re scared to lose business is what’s actually keeping them from becoming a great business.

Tes:

Interesting. So it’s kind of fear based as well?

Tim Conley:

Correct. You took on all these other projects because you were in a scarcity mindset. That’s not just you, Tes. That’s 99.9% of humanity. We, as humans, are wired to believe that there is no abundance. That’s why we accumulate everything. We’re afraid of not having stuff. It’s wired into our genes. But knowing that doesn’t mean we have to succumb to it.

If we specialize and we actually know exactly what problem we solve, we’re able to tap into the abundance. How many software companies are there? Millions. How many of those millions do you need to make several hundred thousand dollars a year in personal income? Just a handful.

My philosophy is, “little hinges swing big doors.” I heard this early in my career. What it means is that a handful of clients that pay you a lot of money swing a massive door for you, which is a big bank account. You can just do the math.

If I wanted to make $100,000 a year in personal income as a writer then got 10 clients to pay me $10,000, whether that’s in a single week or it was through the course of an entire year, I would earn $100,00 just writing for those 10 clients.

That phrase, “Little hinges swing big doors,” transformed my life when I heard it. It changed the way I viewed client work from that point on.

Jimena Cortes:

That makes a lot of sense, Tim. You get so caught up in thinking, “I need to take on anything—any and every project,” and some projects are just not fun. So just work with the clients that you resonate with, that you know you can help and then your life will be so much better.

Tim Conley:

Definitely. This is what you need to do is when you’re building your brand and you stand for something.

Going back to what I said earlier, when you stand for something and you say, “This is what I do and what I’m capable of achieving for others.” and when you’re consistent with your message then it will help the people who see that message self-select. Then, what happens is like what happened to you, Jimena, where a guy who’s never even worked with you says, “You’re the best!”

Why do we buy Nike versus Adidas? Why do we buy Apple versus Samsung? Why do we purchase the things that we purchase? It’s because we feel that brand understands who we are. We feel an affinity towards it. That’s what we have to do even as professional service providers. We have to do that for our industry. We have to have them feel like we truly understand them, we get what they want out of life, and we can help them achieve it.

Jimena Cortes:

That’s true. It also makes people less price-conscious as well. Some people just want the best. If you charge too little, they’re not going to take you seriously.

Tim Conley:

It signals that you’re not the best when you don’t charge a high enough fee.

Jimena Cortes:

Just to recap what we’ve talked about so far, especially for anybody that’s joined late, the big secret to effective marketing is to create a brand.

Obviously there’s a lot of ways to do that. The way bigger companies do that is by throwing a lot of money around and getting attention from millions of people through TV commercials and by sponsoring big events.

When you’re a smaller company, there are great things that you have at your fingertips to connect with your customers such as using video and using social media. Even if you’re scared, even if you don’t think it’s going to be that good, just show your expertise to your audience and let them decide for themselves.

If you’re somebody they want to work with, you’ll be surprised at the kind of response that you might be able to make. I really do love that because it’s so true. There are so many people watching that you don’t even know are watching you on social media. You can get a lot of business without really trying that much. Well, you are trying a little bit.

Tim Conley:

Yes, you definitely have to try, but in talks I give at Contractor Dynamics I always say, “The content we put out is not the best in the world, but our competitors aren’t doing it.”

We don’t have a massive following but you don’t need that massive following. Little hinges swing big doors. We don’t need the entire world to know who we are. We just need the people who are the most likely to give us money to know we exist and to see us as the people who understand what they’re going through.

Jimena Cortes:

Right. Tim, you had also mentioned that creativity is the difference between good and great marketing. You must master marketing math to be able to prevent campaign mediocrity. Can you talk about that a little bit?

How is “creativity” the difference between good and great marketing?

Most people are afraid to take any risk. They will take stock photos. They won’t go out and actually get photographs made if they don’t have a big budget for actual great photography.

What I’ve done for years now, is I take decent stock photography, and then I edit it in software so it doesn’t look stock anymore. It looks like a high-end image. It looks completely different than the stock image. Learning how to edit phones can turn a mediocre image into a captivating one. I’ll turn stock photos into amazing images for my presentations and in my ads.

Video—I have a YouTube channel and I do video on LinkedIn. Video is easy to do today. You’ve got to get comfortable on camera. You’ve got to learn how to look into the camera and be mildly entertaining. That will actually help you to be more creative and things that get people to pay attention because we’re in an attention economy.

If you can’t captivate someone’s attention, you’re not going to make any money. You’ve got to captivate them. You’ve got to get their attention because you’re not just competing with your direct competitors. You’re competing with everything on social media. You’re competing with everything on Netflix. You’re competing with everything out in the real world. Those things are all trying to take the attention of the person you need to pay attention to you. The only thing that’s going to make the difference is creativity. The better your creativity in your copy and your imagery, the better your campaigns are going to do.

Jimena Cortes:

That’s true and, if you’re not creative, you can always hire people who are. For example, for the image that I posted today to promote this show. I had someone on Fiverr take a picture of me to make the image. I think I paid $5-$10 for it. That’s an image that I can leverage, not just for this show, but for other shows and different things I want to promote in the future. It wasn’t a lot out of my pocket.

Tim Conley:

I like to say that people are creative, they’re just scared to be.

Being skilled at something, say photography, is different than being creative with a photo. You’ve got to learn to separate skill from actual creativity.

Creativity is the idea, the concept, the thing that is going to lead the way for this skill. It’s like, “Oh, I’ve got this great idea for a photo. Well then how am I going to get that photo?” Now you may need to get resourceful. You may need to find a friend who’s a good photographer or hire a good photographer who can actually turn that concept— that idea—into reality. That’s what I mean by creative. Most people can come up with ideas. They’re just afraid to execute on them.
What is marketing math?

Tim Conley:

The beautiful thing about math in business is it’s super easy. It’s addition, subtraction, multiplication, and division. You don’t have to do anything fancy. It’s all the easy stuff.

If we have the art and the creativity that’s going to get people’s attention, we need to understand the math. We need to make sure we can afford to continue doing it.

Most people will say, “Spend $1 and get $4 in return. Wow! That’s awesome!”
Then they’ll spend $3 somewhere else and only spend $1 back into their marketing.

If you really want to grow, create amazing things, and build a strong brand you need to understand the lifetime value of your customer. You could go from spending $1 to get $4, to spending $4 and to get $10.

Or, what if I spend $10 and it brings in $100-$200? This does happen. Understanding the math, not just in ROAS (return on ad spend), but the entire math of getting a customer and keeping a customer, can help you continue to buy customers just like the big companies do.

Jimena Cortes:

If you understand that, you’re in the top 4% of businesses. What is the lifetime value of a customer? What are you currently investing in marketing? What does that bring in? I get blank stares more than half of the time when I ask those questions. If you do know those numbers, you’re way ahead of the game.

We are almost at the top of the hour. Tim I have one last question for you. Being a student of life and continuously learning is really important to me. I love to read books or listen to them on audio. What would be a book that you would recommend to someone that you think is really important to read whether it be for personal development, business, or sales?

Tim Conley:

The number one book that I’ve given out as a gift is Getting Everything You Can Out of All You’ve Got by Jay Abraham.

Jimena Cortes:

That sounds amazing. I’ve never heard of that book, but I like the title.

Tim Conley:

It’s a great book. It has helped my career immensely and granted, I haven’t read it in about four years, but I used to read it 3-4 times a year for many years.

It’s all about finding those hidden things that you already have access to. The creativity that you already have. The connections that you already have. All that you’ve got is valuable. You just don’t know how to access it. This book is all about accessing these things that you already have right at your fingertips. You don’t have to go out and become more than what you are today to become successful. That’s why I like that book.

If you are ready to have your LinkedIn account working for you to generate more business, schedule a call with Jimena today.

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